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Presented by:- ABHISHEK DAVE (147110592001) AJAY BHOI (147110592002) Group No.:- 1 Submitted to:- Parul Institute of Management & Research HONDA

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Presented by:- ABHISHEK DAVE (147110592001) AJAY BHOI (147110592002)

Group No.:- 1

Submitted to:- Parul Institute of Management & Research

HONDA

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PROMOTIONAL OPPORTUNITY ANALYSIS

http://en.wikipedia.org/wiki/File:Honda-logo.svg
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HONDA PROFILE Native name:Honda Giken Kogyo Kabushiki-gaisha

Type: Public (K.K.)

Industry: Automotive Aviation Telemetric

Founded: Hamamatsu, Japan (October 1946, Incorporated September 24, 1948; 66 years ago) Founder: Soichiro Honda Takeo Fujisawa Headquarters: Minato, Tokyo, Japan

http://en.wikipedia.org/wiki/File:Honda-Motor-Aoyama-01.jpg
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Products: 4,110,000 vehicles (2012)

Revenue: 11.85 trillion (2014) USD$119 billion (2014)

Operating income: ¥750 billion (2014)

Net income: ¥574 billion (2014)

$5.75 billion (2014) Total assets: ¥11.780 trillion (2012)

Total equity: ¥4.402 trillion (2012)

Owner: Japan Trustee Services Bank(Trust) 6.46% The Master Trust Bank of Japan (Trust) 4.71% Mokusurei . And . Company3.09% Meiji Yasuda Life Insurance2.83% Tokio Marine & Nichido Fire2.35%

Number of employees : 198,561 (2014)

http://en.wikipedia.org/wiki/Japan_Trustee_Services_Bank
http://en.wikipedia.org/wiki/The_Master_Trust_Bank_of_Japan
http://en.wikipedia.org/w/index.php?title=Mokusurei_._And_._Company&action=edit&redlink=1
http://en.wikipedia.org/w/index.php?title=Mokusurei_._And_._Company&action=edit&redlink=1
http://en.wikipedia.org/wiki/Meiji_Yasuda_Life_Insurance
http://en.wikipedia.org/wiki/Tokio_Marine_&_Nichido_Fire
http://en.wikipedia.org/wiki/Tokio_Marine_&_Nichido_Fire
http://en.wikipedia.org/wiki/File:Honda-Motor-Aoyama-01.jpg
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HONDA SALES BY REGION

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HONDA MARKET SHARE IN PASSENGER CARS INDIA

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Market communication of Honda

• Projection of image as most reliable, advance technology , eco friendly cars.

• Careful and precise in advertisements• Motivation• Good Display for impulse buyer• Print media- national magazines and newspapers.• Surprise elements during the launch of every

model.• Trade fare and exhibitions • Sponsorships

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( H y p e r l i n k )

Advance Techno logy

Honda ' s Env i ronment Fr iend ly Techno logy

COMMUNICATION STRATEGIES

ADVERTISEMENTS

http://www.youtube.com/watch?v=_ve4M4UsJQo
http://www.youtube.com/watch?v=_ve4M4UsJQo
http://www.youtube.com/watch?v=3Fx5ExZ5k5Y
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SEGMENTATIONSegment Maruti Hyundai Tata Honda

Small M800,Alto Santro Nano

Premium Small A-Star, Ritz I-10 Indica

Mid Size Swift I-20 Indigo CS

Premium Mid Size Swift Dezire Accent, Getz Indigo Manza JAZZ

Executive SX-4 Verna CITY

Luxury Sonata, Embera ACCORD

SUV Grand Vitara Tucson,Terracan Safari CRV

Failure to tap Wealth at Bottom of Pyramid ::

But HONDA has emphatically failed to capitalize India's vast middle class

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COMPETITORS COMMUNICATION STRATEGIES

• Brand endorsement through celebrities.• Customerization and customer value.• Frequent ads in between major shows.• Sponsorships- Sports, Events.• Focusing on Rural Market.• B To G

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OPPORTUNITIESSmall car segmentExport2009-10 Hyundai motors India export shots up to

1,62,237 units. Ford India invest US$ 500 million for domestic and

export purpose GM plans of exporting 50,000 cars manufactured in

India by 2011.According to bloomBerg, In 2009 , India surpassed

china in exports .

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Strong engineering base Diesel segmentBio-fuel segmentsSponsorships- sports, eventsAlliances are the best opportunitiesGovernment sponsors stimulus packageBig market – domestic and abroad SIAM estimated the growth rate of 10% to

14% in automobile sectorStrong R&D

Contd….

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B 2 G Strategies In SUV segments companies are not offering any products and proposalsLiberal policies of G.O.IEasy loan options Reduction in excise duties Low interest ratesBaby boomers

Contd…

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