View
1.944
Download
2
Tags:
Embed Size (px)
DESCRIPTION
Brand Presentation on Hero Honda Hunk. Where does it stand today and how can it create a differentiation to win over competition.
Citation preview
Advertising AgencyAgency Profile:
•Provides breakthrough strategy andprogramming that delivers valuableresults to our clients.
•Clients hire us to win.
• Established in the year 1996. Our mission is not just to provide services to you but innovative Advertising solutions in building the affluent image in your concerned industry.
• Q-6 builds brand equity and protects reputations during the highest-stakes global communication challenges of the digital age.
Objective & Mission
Clients & Services
We are serving the both Public & Private sectors from several years.
We have clients like Rasna, Hero Honda, Vaseline MEN, HUL, ICICI, NTPC, SBI…
Market Scenario• The two-wheeler market in India - biggest
contributor to the automobile industry - size of
Rs.100,000 million.
• The two-wheeler market in India - 3 types of vehicles - motorcycles, scooters, and mopeds
• Prediction segment expansion : 20 million units per annum in 10 yrs - twice the present volume
• Increase in the Indian market size =
Bad Roads + technical innovation (mileage)
• India, is the second largest producer of two-wheelers in the world
• The country stands next to China and Japan in terms of production and sales respectively.
Factors affecting Two-wheeler sales in India• Increase in credit and financing for auto
vehicles i.e. Two-wheeler loans and financing has been on the rise
• Fuel Efficiency
• Due to opportunities offered by multinationals the incomes of individuals have increased
• Delay in initiation of Mass Transport System – It’s a low cost transport medium
Automobile Industry in India
Key PlayersMajor Players :
• Hero Honda Motors Ltd (HHML)
• Bajaj Auto Ltd (Bajaj Auto)
• TVS Motor Company Ltd (TVS).
Other Players• Kinetic Motor Company Ltd (KMCL)
• Kinetic Engineering Ltd (KEL)
• LML Ltd (LML)
• Yamaha Motors India Ltd (Yamaha)
• Majestic Auto Ltd (Majestic Auto)
• Royal Enfield Ltd (REL)
• Honda Motorcycle & Scooter India (P) Ltd (HMSI)
New Entrants
• BMW
• Harley Davidson
• Mahindra
Hero Honda• The company is a joint venture between
India's Hero Group and Honda Motor Company, Japan that began in 1984.
• Hero Honda Motors Ltd. is the world's largest manufacturer of two – wheelers, based in India.
• Three Manufacturing plants at Dharuheda, Gurgaon and latest at Haridwar
• Every 30 seconds, someone in India buys Hero Honda's top-selling motorcycle – Splendor.
• Bikes ranging from 100 cc bike (splendor) to 225 cc Karizma
• Bikes like CBZ, Glamour, CD Deluxe, Passion,
Achiever, HUNK also in the market
• Total turnover of Rs. 5161.66 crores for the third quarter (October-December 2010) of FY’11
• It shows the growth of over 34.44 per cent over the corresponding period in the last fiscal (October-December 2009) of FY’ 10.
Market share of Hero Honda
Latest sales figure of bike manufacturers
Hunk
All new Muscle HUNK• Launched in 2007
• Was launched in 150 cc category
• Has stiff competition with Pulsar 150, Apache, Unicorn
• Is being re-launched with some technical advancements.
Brand Personality• All new MUSCLE HUNK gives it a Macho image
• All Raised Rear fender gives an image of a leopard which signifies speed and ferociousness
• Large fuel tank, dazzling head light with dashing visor gives an image of a bull which symbolises Power, Strength and Vigour
• Logo of the brand is bull
• Tagline “No one messes with it” gives an aggressive image
• Stylish and cutting edge technology
Target Group
Youth aged between 19-30 years of age
Psychographics of T.G• Macho personality
• Adventurous
• Sporty
• Loves to work out
• Likes to get attention
• Strong determination
• Watches WWE, F1, RUGBY..
• Meticulous
• Stylish
• Reliable
• Wild
• Free spirited
• Aggressive
• Hard rock listener
Demographics
• Age – 19 to 30 yrs
• Male
• Graduation students
• Post Graduation student
• Employed bachelors
S.W.O.TStrength :
• Stylish looks
• Better Mileage
• A fuel efficient and powerful Advanced Tumble Flow Induction (ATFI) Technology engine
• Gas charged, adjustable rear shock absorber, for first time in Hero Honda Bike.
• It has a stepped seat and rear set foot pegs, which gives the rider a sporty stance without sacrificing comfort
• Pick-up is good as compared to other 150 cc bikes
• Low maintenance
Weakness
• No kick start model available in the market
• Positioning of the brand
Opportunity
• Brand name of Hero Honda
• Design a new bike of 180 cc to complete with pulsar 180
• Growing Two-wheeler market in India
• Exports
Threat• Internal competition from other bikes from
Hero Honda
• External competition from Pulsar and Apache
• Corporate brand has taken over the line brand in terms of advertising
• Pulsar 180 cc available for Rs. 2000 more
Comparison TableParticulars Hunk Pulsar 150 Apache 160 rtr
Mileage 45-50 km/L 40-46 km/L 40-45 km/l
Engine 14.2 Ps @8500 rpm and powers 12.98 Nm torque at 6500 rpm
14.09 Ps at 8500rpm and 12.76 torque at 6500 rpm
15.2 @8500RPM
Maintenance cost
Low maintenance cost
High maintenance cost
Nominal costs
Weight 150 kg 145 kg 136 kg
Price Rs. 73,000 Rs. 72,000 75,000
Research Conducted : Qualitative
• Age : 20 – 45 yrs
• Respondents were peer groups, friends, Showroom salesmen, Dealers and Internet
• Suggestions were also given by the respondents
Research resultsImportant Perimeters :
• Re-sale value & price of the spare parts
• After sale services
• Mileage & Price
• Brand
• Comfort
• Looks
• Opinion Leaders i.e.Geeks
• Reviews, blogs & forums
• Advertisement affect the sales of the bike
Scope for Improvement
• HH should work on to reduce the weight of this bike without affecting the safety aspect as well as aesthetical beauty of this bike
• Gearing system as mentioned above should be improved. Locate neutral gear at the extreme end.
• Turning radius is the very high, short turn is problem with this bike
• Provide seat height adjustment so that the personnel can adjust the height as per their comfort
• Helmet lock which is provided at sari guard needs design improvement so that apart from helmet one can lock his bag or language in it
• Locking & unlocking of seat should be trouble free. Just like it is available for scooters seat
• Provide little bit of more space below the seat so that it can be utilized to storage
• Give price discounts during festive seasons
• Increase Visibility of the product
Present Positioning• Bull Symbol not connecting well with the
target audience
• The present advertisement campaign does not lure the Target Audience
• Lack of advertising
• Less visibility
New Strategy
• Design a message for the product
• More Advertising activities
• To connect with the Target Audience
• To project it as “it’s just not a bike but a way of living”
• Increase the visibility
Budget Allotted
Rs 4 crores for 1 year
From May 2011-April 2012
In Delhi & NCR region
G-6 Solution
Events
Outdoor
Radio
Online
ActionCollege campuses :
• Demonstrating the product in various college campuses across Delhi & NCR
• The HUNK van moving all across Delhi & NCR
• Showcasing the product in various malls and shopping centers and organizing fun games
Budget Allocation• Product demonstration in various campuses
20,000 * 20 = 4,00,000
• Organizing contests and games in various malls & markets = 1,00,000 * 20 = 20,00,000
• Cost of Hunk Van = 10,00,000
Cinema• Promotion in cinemas during upcoming
Action Flicks like Death Race 2, Transformers 3, Pirates of the Caribbean, RA.ONE, Don 2 and Agent Vinod
• Product demonstration and hoardings for the opening week
= 30,000 * 3 * 6 * 6 = 32,40,000
HUNK in the Town
• Organizing the event at one college for 1 days each = 1,50,000 * 20 = 30,00,000
• Booking the venue for the final= 4,00,000 * 2 = 8,00,000
• Decorating the venue & Stage= 10,00,000 * 2 = 20,00,000
• Refreshments & water= 2,00,000
• Gifts and Prizes
= 10,00,000
• Miscellaneous cost
= 5,00,000
Total Cost
= Rs 75,00,000
Outdoor Advertising
• Hoardings Promoting “Hunk in the Town” in various college campuses and shopping places like Vasant Vihar (Priya), Saket (Anupam), Lajpat Nagar, Sarojini Nagar and Bus Stops
= 20,00,000
• Hoardings at Bus Stops and Metro
= 25,00,000
• Hoardings and posters across various Gyms in Delhi & NCR
= 25,000 * 20 = 5,00,000
• Bikes standing in Cafe Morrison and Hard Rock café on Saturday live performances
= 40,000 * 2 * 15 = 12,00,000
Radio• RJ’s talking about the Hunk and Hunk in the
town contest
• Advertisement along with the Tag line :
“It’s just not a bike but a way of living”
• Giving new schemes and offers during Festivals like Diwali, Holi
Budget AllocationChannel Inserts Week Duration Cost / 10
SecTotal Cost
RadioCity
21/day 15 15 sec 600 19,84,500
FeverFM
21/day 15 15 sec 700 23,15,250
Total 42,99,750
Online• Facebook updates and discussions
• Website maintenance
• Query and support system
• Brand merchandise (helmet, gloves, jackets) contest
• Two wheeler forums
• Feedback and response
Print- NewspaperPublication Insert Rate/s Language Type Col*cm Cost
TOI 2 4500 English CLR 240 21,60,000
HT 8 2500 English CLR 240 36,00,000
DainikJagran
2 2000 Hindi CLR 240 9,60,000
NB Times 3 1500 Hindi CLR 240 10,80,000
Total 78,00,000
MagazinesPublication Insert Type Cost / Ad Cost
Top Gear 3 Full-page CLR
1,25,000 3,75,000
Men’s health 2 Full-page CLR
80,000 1,60,000
Over drive 2 Full-page CLR
1,00,000 2,00,000
India Today 2 Full-page CLR
4,50,000 9,00,000
Total 16,35,000
Media Plan
Medium May Jun July Aug Sep Oct Nov Dec Jan Feb Mar Apr
Outdoor * * * * * * *
Print * * * *
Radio * * * * *
Event * * * * * * *
Online * * * * * * * * * * * *
Van * * * * * *
Cinema * * * * * *
Budget
Particulars Cost
Events 87,00,000
Outdoor hoardings & Demonstration
74,00,000
Radio 43,00,000
Magazines 16,35,000
News paper 78,00,000
Cinema 32,40,000
Moving van 10,00,000
Online 5,00,000
Total 3,45,75,000
Acknowledgment• GOD
• Prof. Ramola Kumar
• Rupanjali Lahiri
• Sanjeev Mishra
• Dharam Arora
• Pashupati Motors
• Kukreja Motors
• Respondents
• Friends