SALES & DISTRIBUTION

OF HONDA ACTIVA

BY,

HARI THIRUMAL

PGP B’03

WHY HONDA ACTIVA

Market leader in scooter division for more than 5 years

65% of the buyers are between the age 24-30

80% of sales by every sales executive is scooters in Honda

ADVANTAGES OF ACTIVA

The Activa's engine is centrally aligned

The space under the seat is phenomenal

Activa has a unique combi brake

KEY COMPETITORS

Honda Maestro

TVS Jupiter

SALES COMPARISON

2010 2011 2012 2013

Honda 907,421 1242975 1462918 1954817

TVS 467000 525000 446000 786000

Hero 389000 563567 788000 932000

907,421

1242975

1462918

1954817

467000 525000446000

786000

389000

563567

788000932000

Sales in Units

DISTRIBUTION STRUCTURE

HMSI

Distributor

Retailer

Customer

2 Level

Distributio

n

SALES TEAM STRUCTURE

Pick time- Jan, Feb, Mar and Oct

Drop in sale- May to October

Sales Manager

5-7 Executives

Asst Sales manager

SALES DETAILS- SHOWROOMS

Particulars Honda Activa

Last year sales

(avg/month)

260

Total sales last year 3120

Sale personnel’s per

month target

35 units

Profit margin ~6 – 7% per unit

LEAD TIME

Particulars Kolar, Karnataka Gurgaon, Haryana

Lead time for dealers

3 days 15 days

Lead time for customers

5 days (including registration)

17 days

(including registration)

In case of particular color which is not

available then the retailor will

exchange with another so as to make a

quick deliver