submitted by:ABHINAV JAINB.B.A. 5TH –A

Marketing Strategies of Hero Motor Corp

Submitted to:MR.SURENDER SINGH

INTRODUCTION

• Hero Moto Corp Ltd. (Formerly Hero Honda Motors Ltd.) is the world's largest 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.1' two-wheeler company in terms of unit volume sales in a calendar year. Hero Moto Corp Ltd. continues to maintain this position till date.

• Hero has a reputation of being the most fuel-efficient and the largest selling Indian motorcycle.

• Hero Honda is a public automobile company.

• It was founded on Jan 1984 in Gurgaon , Haryana.

• The founder of the company – Mr. BrijmohanlalMunjal.

• Head quarter-Delhi

• It was joint venture between Hero cycles of India and Honda of Japan

• In 2010, Honda decided to move out of the joint venture, Hero group bought the shares held by Honda

• In, August 2011 the company was renamed as HERO MOTO CORP. With a new corporate identity

CHAIRMAN

Mr. Brijmohan Lall Munjal

MANAGING DIRECTOR $ C.E.O

Pawan Munjal

KEY PRODUCTS

Hero MotoCorp offers wide range of two wheeler products that include motorcycles and scooters, and has set the industry standards across all the market segments.

MANUFACTURING PLANTS

• Hero MotoCorp two wheelers are manufactured across three globally benchmarked manufacturing facilities. Two of these are based at Gurgaon and Dharuhera which are located in the state of Haryana in northern India. The third and the latest manufacturing plant is based at Haridwar, in the hill state of Uttrakhand.

Ranbir Kapoor

Brand Ambassador

Punchline

“Hum mein He Hero”

KEY COMPETITORS

• HONDA-unicorn,dazzler• MAHINDRA-Rodeo• BAJAJ-Discover,Eliminator,pulsar etc• TVS-Apache etc• YAMAHA-YZF-R-15,Gladiator,Libero

etc

SWOTSTRENGTH WEAKNESS

OPPORTUNITY THREATS

Strength •Huge brand equity/reputation among customers.•Models/products •Healthy growth in profits•Brilliant relations with customers and dealers.•Strong Research & Development.•Good advertising and excellent rebranding from Hero Honda to Hero Moto Corp

Weakness •Absence in the premium  bike segment

•High imports for its spare parts i.e. over 30% imports• Exports has never grown beyond 4%

•Most of the products have similar features and low on design and innovation

Opportunity • Two-wheeler segment is one of the most growing industries

• Export of bikes is limited i.e. untapped international markets

• can still make it up by launching a strong model in 150cc segment HHML.

Threats• Exports market is yet to be properly exploited.• Cruiser bike segment is unexplored by HHML..• Variants can be launched to increase the market share.• Hero Honda is the most reliable bike manufacturer in India strong brandfollower.• Strong competition from Indian as well as international brands

Strategies of HERO MOTO CORP

Place STRATEGIES

• The company has announced its intention to expand globally, with plans to sell vehicles on three continents i.e. Africa, Latin America and South-East Asia and nearly double its unit sales within five years

• To strengthen their network in rural areas , the company started sales, servicing and spare part outlets in small towns and villages across India

• In order to retain its 1st position in the market , it is expanding its R&D. They have hired engineers from its competitors like BAJAJ AUTO, YAMAHA and MAHINDRA two wheelers.

• Aggressively expand its reach to customers

PRICING STRATEGIES

• They  are in the process of keeping our product increasing popular and affordable

. • The company keeps telling its customers

to think about Quality rather than price.

• The company is surely in a business of delivering quality rather than price.

PRODUCT STRATEGIES

• Hero Moto Corp introduced its Street Smart. The company who were more inclined towards the scooters and who thought that the scooters were more safer than the motorcycles, thus Hero Moto Corp decided to launch the Street Smart. The bike was built in such a way that it resembled more like a scooters, than a motorcycle, but actually it is a motorbike. I.e. it is a “hybrid”

• The company is focusing on the scooter market with Maestro, positioned exclusively for males.

PROMOTIONAL STRATEGIES

• Hero Moto Corp Rides Safe• Sports & Entertainment• Sales Promotions:- road shows,

Sponsors college festivals, promotes eco friendly initiatives, festive Season offers,sometimes price discounts to attract the attention of the people etc