Integrated Marketing Communication:Hero Honda

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Hero Honda has successfully utilized all the marketing communication channels in coordination to get optimum results.

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Integrated Marketing Communication:Hero Honda

  1. 1. Integrated Marketing Communication Hero Honda
  2. 3. Cohesive Approach
  3. 4. Hero Honda - In the making
  4. 5. Right Cost 100 cc motorcycle Fuel efficient & Affordable
  5. 6. Hero Honda-The Market Leader <ul><li>Over 56 percent of market share in 2009 </li></ul><ul><li>Over 25 million consumer base </li></ul><ul><li>Over 3500 touchpoints </li></ul>
  6. 7. <ul><li>Fuel efficient to marketing-led organization </li></ul><ul><li>Advertising campaigns </li></ul><ul><li>Product refreshes </li></ul><ul><li>Brand health </li></ul>Integrated marketing communication -way to success
  7. 8. Emotional Branding
  8. 9. Segmentation and subbranding Splendor NXG Glamour Karizma ZMR
  9. 10. Bike for all Rs.37000.00 to Rs.95000.00
  10. 11. Youngistaan
  11. 12. Just 4 her.....
  12. 13. Fill It Shut It Forget It
  13. 14. <ul><li>500 men </li></ul><ul><li>3 two months long waves </li></ul><ul><li>additional sale of 15,000-16,000 motorcycles through each wave </li></ul>Har gaon, har angan http://www.idrive.in/tech/framed/unique-Marketing-Strategy-of-Hero-Hond
  14. 15. Advertising <ul><li>Discarded product categorization on the basis of engine size </li></ul><ul><li>Product differentiation was the key </li></ul><ul><li>Avoided customer confusion of products </li></ul><ul><li>Karizma (premium segment) comes with the punch line, “Always game” </li></ul><ul><li>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 </li></ul><ul><li>The CBZ Extreme comes with the promise, “Thinking is such a waste of time” </li></ul>
  15. 16. Types of Advertisements Celebrity Advertisements
  16. 17. Types of Advertisements Print and Outdoor Advertisement
  17. 18. Types of Advertisements Covert Advertisement Mujhe Kuch Kehana hai – CBZ Gavaskar Border Trophy – “Man Of The Match” Hero Honda Bike
  18. 19. Types of Advertisements <ul><li>Public service advertisements </li></ul><ul><li>“ DESH KI DHADKAN” </li></ul>
  19. 20. Types of Advertisements <ul><li>Broadcast advertisemensts </li></ul><ul><li>HERO HONDA RODIES </li></ul><ul><li>HERO HONDA SAREGAMAPA   </li></ul>
  20. 21. Personal selling <ul><li>Wide price range. </li></ul><ul><li>Each product with multiple optional features. </li></ul><ul><li>Experience speaks. </li></ul><ul><li>First six service free </li></ul><ul><li>Once in a year free check up for hero honda bikes from authorised comapany service station. </li></ul><ul><li>Good resale value. </li></ul><ul><li>Various schemes for goverment and miliatry employees. </li></ul>
  21. 22.   Print Advertisements
  22. 23. Outdoor Advrtisements
  23. 24. Sales Promotion <ul><li>Large product portfolio starting from 37k to 95k </li></ul><ul><li>Consistent launch of variants in the same models </li></ul><ul><li>Wide range of colors available in each category </li></ul><ul><li>Vast network of more than 2100 committed Dealers and Service outlets spread across the country </li></ul><ul><li>Festive offers- Rs 1000 discount with free accidental insurance </li></ul>
  24. 25. Sales Promotion Hero Honda Passport Program Cash incentive program
  25. 27. Sales Promotion...contd
  26. 28. Pleasure promotional features <ul><li>6 free services </li></ul><ul><li>2 years warranty </li></ul><ul><li>9 shades of color </li></ul><ul><li>Dual tone </li></ul><ul><li>Auto start </li></ul>
  27. 29. CSD <ul><li>Choose bike of your choice at a considerable lesser price i.e. at CSD price anywhere in India </li></ul><ul><li>Who can book? </li></ul><ul><ul><li>All commissioned officers / staff - either retired or currently serving in the Indian Army, Navy or Air Force - can avail of this facility </li></ul></ul>
  28. 30. Finance and insurance <ul><ul><li>Insurance bank </li></ul></ul>
  29. 32. Direct Selling <ul><li>Helpful staff </li></ul><ul><li>2100 authorized dealers </li></ul><ul><li>Concentrated on brand rather than offering discountsHero Honda hasn't been offering discounts since two years. Now with the competition heating up, would we see discounts coming back? </li></ul><ul><li>For us competition never cooled down. There have been launches by our competitors, some successful, some not. I don't see competition dying down, and we stay true to our strategy -- no discounting of products. A consumer's primary consideration is the brand, which is the biggest differentiator. They will not pay attention to smaller considerations like Rs 1,000 off or a better interest rate etc. </li></ul><ul><li>MoU with PNB in 2003 </li></ul><ul><ul><li>According to MoU, PNB will offer motorcycle financing for all Hero Honda bikes at 11 per cent for a period of 1 year and 11.5 per cent for a period of five year. PNB will finance up to 90 per cent of the on-road price of Hero Honda bikes. </li></ul></ul><ul><ul><li>Hero Honda Motors Ltd has signed a memorandum of understanding (MoU) with Punjab National Bank (PNB) to offer consumer financing option for Hero Honda motorcycles for a period of up to five years. </li></ul></ul><ul><ul><li>Hero Honda chairman Brijmohan Lall said that the over a quarter of its sales of 18 million bikes in the fiscal 2002-03 was sold through consumer financing. </li></ul></ul><ul><ul><li>‘‘ The percentage of non performing assets (NPA) on overall Hero Honda consumer financing is around 0.75 per cent. And considering a high re-sale value for a Hero Honda product, lenders have lesser risk to undertake,’’ Mr Lall added. </li></ul></ul><ul><ul><li>The PNB tie-up is expected to give a fillip to consumer finance-driven sales in rural areas, where adequate financing is not available. </li></ul></ul>
  30. 33. Press Release <ul><li>New Delhi, October 21, 2008: Hero Honda Motors Ltd (HHML),  the world's largest two-wheeler company for seven consecutive years, today firmly reiterated its undisputed leadership in the domestic two-wheeler market. </li></ul><ul><li>Hero Honda passes on excise duty cut benefit to customers reduces prices on all models, ranging from Rs. 1000/- to Rs. 2400/-sales 265,431 units of two-wheelers in February </li></ul><ul><li>Hero Honda has already rolled out its festive season initiatives, with the launch of four new models – the all-new  &quot;Passion Pro&quot;  and three refreshes of its existing models -  new CBZ X-treme, a self–start version of Splendor NXG and the refreshed Pleasure. </li></ul>
  31. 34. Press Release <ul><li>Celebrating its 25th year, Hero Honda released an innovative music video in the month of September. Titled &quot;Hero Honda Dhak Dhak Go“ </li></ul><ul><li>Hero Honda recently won two very coveted awards - &quot;The Most preferred Brand of two-wheelers&quot; award at the recent CNBC Awaaz Consumer Awards 2008, and the &quot;NDTV Profit Business Leadership Award&quot;. </li></ul>
  32. 35. Press Release <ul><li>New Delhi, October 21, 2008: Hero Honda Motors Ltd (HHML),  the world's largest two-wheeler company for seven consecutive years, today firmly reiterated its undisputed leadership in the domestic two-wheeler market with impressive bottom line growth for the second quarter (Q2) – July to September - of this financial year (FY) 2008-09.  </li></ul><ul><li>Hero Honda passes on excise duty cut benefit to customers reduces prices on all models, ranging from Rs. 1000/- to Rs. 2400/-sales 265,431 units of two-wheelers in February </li></ul><ul><li>Hero Honda has already rolled out its festive season initiatives, with the launch of four new models – the all-new  &quot;Passion Pro&quot;  and three refreshes of its existing models -  new CBZ X-treme, a self–start version of Splendor NXG and the refreshed Pleasure. </li></ul>
  33. 36. Press Release <ul><li>Celebrating its 25th year, Hero Honda released an innovative music video in the month of September. Titled &quot;Hero Honda Dhak Dhak Go&quot; , and involving as many as eight brand ambassadors of Hero Honda, the music video has been receiving rave reviews. </li></ul><ul><li>Hero Honda recently won two very coveted awards - &quot;The Most preferred Brand of two-wheelers&quot; award at the recent CNBC Awaaz Consumer Awards 2008, and the &quot;NDTV Profit Business Leadership Award&quot;. </li></ul><ul><li>Hero Honda continues to invest in brand building and strengthening its association with properties such as cricket. Hero Honda was the title sponsor of the recently-concluded Hero Honda Cup One-Day International (ODI) Series between India and England which India won 5-0. </li></ul>

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