final hero honda1

7/31/2019 Final Hero Honda1

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Abhishek B.Paunikar (11009)

Vaibhav Kate (11042)

Rahul Ninawe (11026)

Amit Kubade (11012)


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CORPORATE PROFILE

Hero MotoCorp Ltd. (Formerly Hero Honda Motors Ltd.) is the world'slargest manufacturer of two wheelers,based in India.

In 2001, the Company achieved the coveted position of being the largest

two-wheeler manufacturing Company in India and also, the World No.1two-wheeler Company in terms of unit volume sales in a calendar year.

HeroMotoCorp Ltd. continues to maintain this position till date.


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VisionThe story began with a simple vision the vision of a mobile and an empowered India,

powered by its bikes.

Hero MotoCorp Ltd., companys new identity, reflects its commitment towards providing

world class mobility solutions with renewed focus on expanding companys footprint in

the global arena.

MissionHero MotoCorpsmission is to become a global enterprise fulfilling its customers needs

and aspirations for mobility, setting benchmarks in technology, styling and quality sothat it converts its customers into its brand advocates.

The Company will provide an engaging environment for its people to perform to their

true potential.

It will continue its focus on value creation and enduring relationships with its partners.


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Strategy

Hero MotoCorps key strategies are to build a robust product portfolio acrosscategories, explore growth

opportunities globally, continuously improve its operational efficiency,

aggressively expand its reach to customers,

continue to invest in brand building activities and ensure customer and

shareholder delight.


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Products

Hero Honda's product range includes variety of

motorcycles that have set the industry standards

across all the market segments.The Company also started manufacturing scooter

in 2005. Hero Honda offers large no. of products

and caters to wide variety of requirements across

all the segments.

BRAND:The new Hero is rising and is poised to shine on the global arena.

Companys new identity Hero MotoCorp Ltd. istruly reflective of its vision to strengthen focus on mobility and

technology and creating global footprint. Building and promoting

new brand identity will be central to all its initiatives, utilizing

every opportunity and leveraging its strong presence

acrossports,entertainment and ground- level activation.


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Environment Policy Integrate environmental attributes and cleaner production in all

business processes

Substitution of hazardous chemicals where viable and

strengthen the greening of supply chain.

Quality Policy Excellence in quality is the core value of Hero Honda's

philosophy. Innovation in products, processes and services.

Continuous improvement in total quality management systems.


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Safety Policy Committed to safety and health of its

employees and other persons.

Ensuring compliance with all applicable

legislative requirements.

Promoting safety and health awareness

amongst suppliers & contractors.

Continuous improvements in safety

performance through precautions besidesparticipation and training of employees.


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INTEGRATED MARKETING

COMMUNICATION

-WAY TO SUCCESS

Fuel efficient to marketing-led organization

Advertising campaigns

Product refreshes

Brand health


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Company StrategyHero MotoCorps key strategies are to build a robust product portfolio across

categories, explore growth opportunities globally, continuously improve its

operational efficiency, aggressively expand its reach to customers,continue to invest in brand building activities and ensure customer and shareholder

delight.


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HERO

The 4Ps includes some factors which

the companies uses for making his

marketing activities & strategies.Hero MOTO COP also uses its ownmarketing mix.


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HERO

MARKETING MIX

PRODUCT PRICE PLACE PROMOTION

* 4PS +


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HERO

PRODUCT

CD Dawn, Splendor, Passion, Glamour,CBZ, Pleasure,Karizma etc.


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HERO

PRICE :

Price of Hero bikes start from Rs.40,000to Rs.1,10,000.


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HERO

PROMOTION:

T.V. Add.

News paper Add. Magazine Add.

FM Radio

Hoardings etc.


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HERO

PLACE :

All over INDIAAnd INTERNATIONALLY.


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HERO

STP

(SEGMENTATION,TARGETING&POSITIONING)


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HERO

SEGMENTATION & TARGETING

Splendor Price as well as fuel oriented

. People.

Glamour Price as well as tech.

oriented people

Karizma Status oriented people


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HERO HONDA

POSITIONING :

Worlds largest motorcycle manufacturecompany. It was commemorated by sales of

over 15 million motorcycles.


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Advertising

o Discarded product categorization on the basis of engine size

o Product differentiation was the key

o Avoided customer confusion of products

o Karizma (premium segment) comes with the punch line, Always game

o The ad for the premium segment Hunk doesnt talk of speed or power at all

the focus is on the looks even while standing

o The CBZ Extreme comes with the promise, Thinking is such a waste of time


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Types of AdvertisementsCelebrity Advertisements

d


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Types of AdvertisementsCovert Advertisement

Mujhe Kuch Kehana hai CBZ

Gavaskar Border Trophy Man Of The Match Hero Honda Bike


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Types of Advertisements DESH KI DHADKAN


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Types of Advertisements

HERO HONDA ROADIES

HERO HONDA SAREGAMAPA


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Outdoor Advertisements


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Affordable/Economicalt


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Youth basis


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Bike for all


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Youngistaan


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Just 4 her.....


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Fill It Shut It Forget It


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Har gaon, har angan

500 men

3 two months long

waves

additional sale of

15,000-16,000

motorcycles through

each wave


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Sales promotion

Large product portfolio starting from 40k to 1.10L

Consistent launch of variants in the same models

Wide range of colours available in each category

Vast network of more than 2100 committed Dealers and

Service outlets spread across the country

Festive offers- Rs 1000 discount with free accidental insurance


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Sales promotion

Cash incentive program


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Sales promotion cont


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Pleasure promotional features

6 free services

2 years warranty 9 shades of color

Dual tone

Auto start


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Hero

BajajTVS

Yamaha

LML

Kinetic

Royal EnfieldMajestic


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SWOT Analysis

Strengths Ability to understand customers needs and wants

Recognized and established brand name

Effective advertising capability

R&D is not close to the Hero manufacturing plant

Hero is vulnerable in the joint venture because HondaMotor Company has so much power

Weaknesses


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SWOT Analysis

Opportunities Global expansion into the Caribbean and Central America

Expansion of target market (include women)

Become Indias leader in the scooter market

Threats Honda Motorcycles and Scooters India can take away market share

and cause joint venture to go sour Bajaj Motors is a strong competitor


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THANK

YOU

final hero honda1

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