MARKETING STRATEGY OF SELLING HONDA 2 WHEELER AUTOMOBILE

NAME- MOHAMMAD FARHANB.B.A 5th SEM

ROLL NO- 201310702110044SHRI RAMSWAROOP MEMORIAL UNIVERSITY

MARKETING MIX OF HONDAPRODUCTPRICEPLACEPROMOTION

PRODUCTHonda have a very strong brand Image worldwide.

Honda entered Indian market through a joint venture with Hero.

HONDA 2 wheelers are known for good mileage and design.

Honda focuses on Providing quality products (spare parts and bikes) on a very convenient price.

Honda bikes have very low maintenance cost.Honda bikes spare parts are easily available in the

market.

PRODUCTHonda have A very strong research and developmentHonda Eco Technology is one such development and

has first launched in the company's range of scooters

This technology increases fuel efficiency in honda bikes.

HONDA uses honda genuine parts in their service centers.

Honda 2 wheelers- CD 110, Dream neo, Dream yuga, CB shine ,Livo, Twister, Stunner, Trigger, CB unicorn, CBR, Activa, Aviator, Dio

HONDA has a very strong 25% Market share in 2 wheeler segment

PRICEPricing Strategy: -Premium pricing, penetration pricing, economy

pricing, and price skimming are the four main pricing policies/strategies. They form the bases for the exercise. However there are other important approaches to pricing.

Penetration Pricing: -The price charged for products and services is set

artificially low in order to gain market share. Once this is achieved, the price is increased.

PRICE Honda Uses penetration pricing strategy. They

charge a comparatively less price than other competitors for their 2 wheeler. For example- honda dream 110- 110 cc engine price- 49727 HERO splendor- 100 cc engine price- 53000

PRICE SKIMMINGCharge a high price because you have a substantial

competitive advantage. However, the advantage is not sustainable. The high price tends to attract new competitors into the market, and the price inevitably falls due to increased supply. FOR EXAMPLE- honda genuine parts

PROMOTION  Below the Line Promotion: -‘Below The Line is a common technique used

for touches and feel products. Those consumer items where the customer will rely on immediate information than previously researched items. Below The Line techniques ensure recall of the brand while at the same time highlighting the features of the product.

PROMOTIONAbove The Line PromotionAbove the line (ATL) is an advertising

technique using mass media to promote brands. Major above-the-line techniques include TV and radio advertising, print advertising and internet banner ads. This type of communication is conventional in nature and is considered impersonal to customers. The ATL strategy makes use of current traditional media: television, newspapers, magazines, radio, outdoor, and internet.

PROMOTIONHonda used Above the Line Promotion

because in the Above the Line promotion co. members used advertisement through Radio, T.V., Newspaper and Other media communications.

Promotional tools or promotion mix1-PERSONAL SELLING: It involves personal

confrontation either by phone or face, it is an expensive and time-consuming tool of promoting the product.

PROMOTION2-ADVERTISING: It is defined as a paid non-personal

communication with a target (usually mass) market. It is cost effective and can reach a large number of people. It can also be used for long term or short term objectives.

There are various forms or mediums through which can

advertise. A-Broadcast Media: B-PRINT MEDIA  

Television NEWS PAPERS Radio MAGAZINES Cinema LEAFLETS

 

PROMOTIONC- OUTDOOR MEDIAPOSTERS AND BILLBOARDS

3-SPONSORSHIPS4-DIRECT MARKETING-A-DIRECT MAIL b-

TELEMARKETING

5-DOOR TO DOOR SELLING6-DISCOUNTS AND OFFERS

PLACEHONDA HAS direct contact with the dealers.

There are no middlemen involved. The dealers directly sell to the customers. The channel is of 1st level which has only the dealers as the link between the customers and the company.

Place – Includes the various activities the company undertakes to make the product accessible and available to a large number of target customers.

PLACEThere are about many regional offices located

in major cities through out the country.There are more than 15,000 dealers through

out the country.For the product distribution the company

distributes its products through authorized dealers.

The variety products are easily available in showrooms.

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