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Strategic Marketing
Hero Honda
1
Contents
• Hero Honda – In the making
• STPD Analysis
• Integrated2 marketing communication
• Advertising
• Selling strategies
2
3
10
16
23
29
Page NosChapters
Hero Honda - In the making
3
Right Cost
Fuel efficient &
Affordable 4
Price levels and pricing policies is the major factor affecting revenue.
Pricing ProductEntry level: 27000-40000 CD Down ,CD Deluxe
Executive level: 40000-55000 Splendor, Ambition , Passion
Premium level : 55000 and above CBZ, Karizma
Kitne ki hai???
5
Hero Honda-The Market Leader
Over 56 percent of market share in 2009
Over 25 million consumer base
Over 3500 touchpoints
6
Motorcycle brands Perceived benefits
Enfield Sturdy, good for long rides and high resale value
Hero-Honda Fuel efficient, high pick up and stylish
Kawasaki bajaj High pickup, sleek model
Scooter brandsBajaj chetak cub Fuel efficient, lifelong, high resale value
Kinetic Honda Electronic ignition, easy to ride, trouble free
U.S.P comparison with others
7
It has a network of more than 3500 dealers all over the India with Advance
Technology Servicing Equipment.
This helps in after sales service.
The channel of distribution is a direct dealer network. A direct dealer is a
dealer who is authorized to purchase the product directly from the company
and sell.
Value addition
8
Brand ambassadors- Hrithik Roshan
Yuvraj Singh ,Virender Sehwag, Priyanka Chopra.
The tag line of the hero Honda say’s “Hero Honda desh ki dhadkan”
We Care" campaign comprising safety riding.
Hero Honda sponsored many cricket Series.
Hero Honda introduce biggest CRM Programme ” Hero Honda Passport
Programme”
Little games they played
9
STPD Analysis
10
Basis for market segmentation
On the basis of consumer’s personal characteristics (non-behavioral
correlates)
On the basis of consumer responses (behavioral correlates)
Geographic
Demographic
Psychographic
Socio-economicLoyal status
Usage based
Benefits
11
Targeting
Income: 1. Less than 1.5 lacs (CD Deluxe, Down) (Entry level) 2. 1.5 to 3 lacs (Splendor, Ambition) (Executive level) 3. Above 3.0 lacs (CBZ,Karizma ) (Premium Category
Generation Or Age: 1. 18 to 22 Age (CD Deluxe, Down) (For beginner ) 2. 22 to 35 Age(CBZ , Karizma ) 3. More Than 35 Age (Splendor, Ambition) Gender: 1. Man- All the bikes 2. Woman-Pleasure
Occupation: 1. Business (Splendor, Ambition, passion) 2. Student (CBZ,Karizma )
12
Maintenance High Low
CostHigh
Low
KARIZMA ZMR
CBZ EXTREME GLAMOUR
HUNK
SPLENDOR
Positioning
13
Reliable High Low
ResaleHigh
Low
Positioning(With Competitors)
14
Differentiation
Different variants of different models.
Moderate success.
15
Integrated marketing communication-way to success
Fuel efficient to marketing-led organization
Advertising campaigns
Product refreshes
Brand health
16
Emotional Branding
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Bike for all
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Youngistaan
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Just 4 her.....
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Fill It Shut It Forget It
21
Har gaon, har angan
500 rural sales executives. The happy customer. 30 financial tie ups. 7500 villages covered every
monthDoordarshan
22
Advertising
Karizma (premium segment) comes with the punch line, “Always game”
The ad for the premium segment Hunk doesn’t talk of speed or power at
all — the focus is on the looks even while standing
The CBZ Extreme comes with the promise, “Thinking is such a waste of
time”
23
Types of Advertisements
Celebrity Advertisements
24
Types of Advertisements
Print and Outdoor
Advertisement
25
Types of Advertisements
Covert AdvertisementMujhe Kuch Kehana hai – CBZ
Gavaskar Border Trophy – “Man Of The Match” Hero Honda Bike
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Types of Advertisements
Public service
advertisements “DESH KI DHADKAN”
27
Types of Advertisements
Broadcast
advertisemensts• HERO HONDA RODIES
• HERO HONDA SAREGAMAPA
28
Selling Strategies
Wide price range starting from 36k to 110k
First six service free
Once in a year free check up for Hero Honda bikes from
authorised service station
Various schemes for government and military employees
Consistent launch of variants in the same models
Wide range of colours available in each categoryContd..29
Contd.
Vast network of more than 2100 committed Dealers and
Service outlets spread across the country
Pay Rs. 250/- and get 3 year of insurance and 3 years
membership of Hero MotoCorp
30
Sales Promotion
31
Attraction of Hero bikes
Good resale value
6 free services
3 years warranty
Dual tone colors in some models
Alloy Wheels, Disk Brakes and Self start
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CSD Choose bike of your choice at a considerable lesser price i.e. at CSD price
anywhere in India
Who can book? All commissioned officers / staff - either retired or currently serving
in the Indian Army, Navy or Air Force - can avail of this facility
Bikes available at CSD CD Deluxe Splendor+ Super Splendor (drum self) Glamour (drum brake) Achiever (drum brake with visor)
33
Than
k
You!!
Pushkaraj Gaikar 201037
Sugourav Goswami 201046
Aditya Govilkar 2010
Amit Gawande 2010
Shrihari Gupta 201049
Presented by:
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