Atlas Honda Ltd.: Communication PlanGroup No. 5Abhishek Keshri (09/08)Gaurang Agarawal (47/08)Manish Mishra(71/08)Chayanika Dutta (89/08)Nishant Mittal (147/08)

INTRODUCTION• This case is about developing a

marketing plan for Atlas Honda Ltd.• The General Marketing Manager, Mr.

Haider had to figure out the following:– Figure out a rationale for the allocations

in the various communication channels for advertising

– Why communication in some parts of Pakistan not effective

– What to do keeping in view the aggressive stance taken by Suzuki

Atlas Honda Ltd.• Dominant player in the four stroke

sector.• Failed in the two stroke segment• Produces two bikes

Two Stroke to Four Stroke

Four Stroke• Low maintenance needs• Low fuel consumption• Better resale value• Popular in the southern

Pakistan• Well trained mechanics

required for servicing.• Higher manufacturing

cost

Two Stroke• Frequent servicing

required• Higher fuel

consumption• Higher depreciation in

value per year• Popular in Northern

Pakistan• More brand choices

with customers

Competition

There are two other relatively small competitors:•Kawasaki•Vespa

Sales with Time

* 1992 data is the prediction by AHL

Competition

Environment• Factors affecting Demand:

•Maintenance Cost•Resale Value•Availability of Mechanics•Availability of Spare parts•Brand Name

• Relative importance of these factors not known

• No idea Customer Decision Making Process

Environment

• Buying Decision is presumed to depend on the recommendations of:

–Friends –Other Motorbike Owners

–Mechanics–Dealers

Sales Promotion Activities by AHL

• Advertising and Publicity:– Electronic, print media advertising,

posters, banners, hoardings and cinema advertisements

• Sales Promotion Activities:– Mechanic training camps, Ecno-

runs, free service camps, free t- shirts, key chains and other dealer premiums.

Sales Promotion Activities by AHL• In the past there was low TV

advertising– Currently AHL is using the following

channels:– Rs. 1.72 million for TV advertising– Rs. 970,000 for Radio advertising– Rs. 2.5 million for Print Media– 100 large four coloured posters (Rs.

1,000 each)– 250,000 leaflets (Rs. 5 each)– 130 Hoardings (Rs. 8,000- 15,000

each)– 5,000 Banners (Rs. 500 each)

Past experience of AHL

• Promotion Activities did not help• Price Discounts were no use• Contests among dealers proved

detrimental

Conclusion

• With the given information it can be deduced that the market is dealer driven

• Extensive research of the markets still needs to be conducted to find out the relative importance of all the factors

• The company should indulge into vigorous marketing otherwise it wont be able to leverage the sales promotion activities of Suzuki.

THANK YOU