Presented to: Prof. Kalim Khan

Group Members

Anis Khan 11Deepak Tanwar 17Ebrahim Pachorawala 18Eqlakh Shaikh 20Javed Khan Pathan 28Mohammad Naim Shaikh 58Swapnil Chauwan

Introduction

• Hero Honda is a Joint Venture between Hero Group

and Honda Motor Company

• Chairman and Founder is Brijmohan Lal Munjal

• The Company was founded in 1984 in Gurgaon

• In 2001 it became the world’s largest two wheeler

manufacturing company in terms of its sales

Theodore Levitt- Product levels Core Product:

– Travelling from one place to another

Generic Product:– Speed, Mileage

Expected Product:– Front Disc Break, Sporty Look, Electronic speedometer

Augmented Product:– Different Colours, Rear Disc Break, Tubeless tyre

Potential Product:– ABS

Brand Salience

• Karizma ZMR• Sports Bike• Stylish• Masculine• Status

Brand Performance

• Speed• Low Vibration at high speed• 5 Free Services

Brand Imagery

• Hero Honda has given a patriotic feel with its punch line

• Karizma ZMR has always focused on youth and hence

they have come up with 3 catchy taglines

– Jet set go

– Always game

– Above all

Contd..

• Some of the other intangible attributes that are

associated with the Karizma ZMR

– Daring

– Charismatic

– Exclusive

– Winner

– Brave

Brand Judgments• Brand Quality

– Established player in the market

• Brand Credibility

– Considered credible due to parent company

• Brand Consideration

– Will be considered as there are not many competitors present in the

particular market

• Brand Superiority

– Hrithik Roshan

– Mtv Roadies

Brand Feelings

• The types of feelings evoked are

– Excitement

– Adventure

– Glamour

– Thrill

Brand Resonance

• Present but not at a very large level

• Sense of Community & Active Engagement

– Facebook Group: Karizma ZMR Bangalore Group

Thank You