Brand PresentationHERO HONDA HUNK

By: Kush RaiDeepak Nanda

Advertising AgencyQ-6

Agency Profile:

•Provides breakthrough strategy and programming that delivers valuable results 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 & ServicesWe 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

• In India - Hero Honda Splendor is the top-selling motorcycle .

• 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

NEW 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•Aspirational

Psychographics/Attributes• Macho personality• Adventurous • Sporty • Loves to work out• Likes to get attention• Strong determination• Watches WWE, F1, RUGBY..

• Balanced • Aesthetics• Reliable • Wild• Free spirited• Aggressive• Hard rock listener

Demographics

• Age – 19 to 30 yrs• Male• Graduation students• Post Graduation student• Employed bachelors

?Problem child

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 Connect = ? Visibility

Opportunity

• Brand name of Hero Honda• Brand extension to 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• 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

Benchmarking

Price

Performance

Hero Honda Loyalty

HunkLoyalty

Awareness Study• Age : 20 – 45 yrs

• Respondents were peer groups, friends, Showroom salesmen, Dealers and Internet

• Suggestions were also given by the respondents

Research results Important Perimeters :• Re-sale value & price of the spare parts• After sale services• Mileage & Price• Brand• Comfort• Looks

• Opinion Leaders • Reviews, blogs & forums• Advertisement

Influencers

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

• Sales push by 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

Marketing Objective• Visibility• Connection - New Communication message

New Strategy• Tweak in positioning statement• 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 Action Plan

Events

Outdoor

Print

Radio

Online

Action College 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

Radio City

21/day 15 15 sec 600 19,84,500

Fever FM

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- Newspaper Publication 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

Dainik Jagran

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 CostEvents 87,00,000Outdoor hoardings & Demonstration

74,00,000

Radio 43,00,000Magazines 16,35,000News paper 78,00,000Cinema 32,40,000Moving van 10,00,000Online 5,00,000Total 3,45,75,000

Desired Results after the campaign

•Visibility•Connect•Reach •Frequency•Recall

Acknowledgment • GOD• Prof. Ramola Kumar• Rupanjali Lahiri• Sanjeev Mishra• Dharam Arora• Pashupati Motors• Kukreja Motors• Respondents • Friends