Hero Honda Splendor

Brand Endorser: Shahid Kapoor

Background

• Son of critically acclaimed actor

Pankaj Kapoor

• Started his career by working in

music videos and advertisements

• A professionally trained dancer, he

made his Bollywood debut as a

background dancer in Subhash

Ghai's Taal (1999)

• 2003: He made his debut as the

lead in Ishq Vishk

• 2006: Sooraj Brajatya‟s Vivah is

one of his greatest box office hits

and ran for 48 weeks!

• 2007: Imtiaz Ali‟s Jab We Met was

the cult classic of the year in India

and overseas.

• Today at 28, only Shahid can play

a teenager, a suave yuppie, an

intense lover, a chocolate boy-

next-door, etc. all with equal

aplomb.

• He appeals to women of all ages,

children and youth alike.

• He is tagged as:

The next “Big Thing” in Bollywood

The next „Youth Icon‟

The Heart-throb of the nation

• Filmography:

o Ishq Vishk

o Fida

o Vivah

o Jab We Met

o Kaminey

o Paathshaala

o Badmaash Company …

• Forth Coming Projects:

o Milenge Milenge

o Mausam

• Awards:

o Filmfare Awards - “Best Male Debut”

for Ishq Vishk

o Stardust Award: Best Actor - Editor‟s

Choice for Jab We Met

o Stardust Awards - “Editor's Choice

Award” for Best Actor - Kaminey …

Brand Endorsements

• Levi‟s Signature Jeans

• VIP Luggage

• Pioneer Music Systems

Key Points

• Stylish

• Modern

• Youth Appeal

• Pan India appeal

• Well liked

• Handsome

• Reliable

Hero Honda Splendor

Marketing Mix

• Product: Hero Honda Splendor

Models of Hero Honda Splendor:

o Super Splendor

o Splendor Plus

o Splendor NXG

• Price: Around Rs. 40, 000/ -

• Place: The national market

• Promotion: Above the line – Ads on TV, Radio, Newspapers

• Target Market Segment:

o Congested areas of urban cities

o Primarily males between the age of 18 – 36

o Middle class people, mostly executives and officials

• Positioning: Low maintenance cost and reliability (i.e. Less

chances of a breakdown)

• To date there have been 8.5 million Hero Honda Splendors

sold, at a rate of one million per year making the Splendor the

largest selling motorcycle in the world.

Brand Image

• For the masses

• Low maintenance

• High performance

• High fuel efficiency

• Convenience

• Safety

• Youthful

• Reliability

• Comfort

• Modern

• Stylish (The improved

versions of Splendor)

Why Shahid?

• Mass Appeal: Shahid‟s popularity amongst all age groups and

backgrounds

• Pan India Appeal: Shahid is well liked all across India

• Youth Appeal: Shahid youthful personality would add to the

aspirational value to the brand amongst the TG

• Reliable [Perfect Brand-Celebrity fit]

• Modern

• Stylish

THANK YOU