1. Honda Beat
Brand Audit
Syndicate 5
Agung Mahendra 29111324
Rangga Tri Raeros 29111314
Joseph Enrico 29111349
Reski Mapriharto 29111326
Gilang Surawijaya 29111350
2. Category Analysis Worksheet
• Size :975881 (0.4%)
Segment description • Growth rate :45% (from 2010 – 2011)
Current and • Current trends: PGMFI, More Luggage space, Economic fuel,
Magnetic Key Shutter, Side Stand Switch, Sporty striping
Emerging Trends • Emerging Trends :Combi Brake System, AHO (automatic Headline
On)
Estimated Profit • Rp. 18.2160500.000.000 (from estimated sales 1.350.000 unit)
Potential of Trends
Trends Needs not • More efficient fuel engine, Anti theft system, Motorcycle tracking,
Sport design matic motorcycle, Longtime service guarantee,
being met
3. Brand Positioning Worksheet
Brand in Category Key Customer Benefits Brand Positioning Statement
Honda BeAT Efficient fuel consumption, Honda Beat is a matic motorcycle for young
Combi Brake System, Fuel people, who need efficient, trendy and agile
Injection, motorcycle, because new technology and new
design.
Mio J Efficient fuel consumption, Mio J is a matic motorcycle for young people who
DiAsil Cylinder, need fast motorcycle but efficient fuel
consumption, because new machine technology
from Yamaha.
Suzuki Nex Efficient fuel consumption, Suzuki Nex is a matic motorcycle for young
Different type machine(in people who need efficient fuel consumption and
same class), bigger machine capacity, because Suzuki new
technology.
4. Target Audience Worksheet
Demographic Psychographic Size of Market Distribution Media Reach
Primary Target Point
Young People Strivers 63 % Dealer, Television,
(17-21 yo) people motorcycle Magazine,
Female High exhibition, School Website, Radio,
Middle to low mobility event,mallor Bilboard,
income motor showroom Brochure
Secondary Adult Thinkers 33 % Dealer, mall, Television,
Target (21-40yo) people personal selling, Magazine,
Male motorcycle Website, Radio,
Middle-middle up exhibition, mall, or Billboards,
motor showroom Brochure
Tertiary Target Middle-aged - 4% Dealer, personal Television,
(>40) selling, Magazine,
motorcycle Website, Radio,
exhibition, mall or Billboards,
motor showroom Brochure
5. Competitive Analysis
Honda Features : New volume of
baggage capacity 11.2L, Rp.13.500.000
Beat FI Combi Brake System
120.000 Beat FI offers customer
with newest trend. Comby “move forward
unit / brake system can
with a new
guarantee customer save
month brake process, and FI (fuel trend”
injection) make this matic
motorcycle economize in
fuel consumption.
6. Competitive Analysis
Features : New seat with
Yamaha improve comfort, DiAsil Rp. 12.950.000
Mio J Cylinder
Style & Design : Slim,
elegant especially for women
25.000 / Current matic motorcycle
that offers Yamaha “semakin
month toughness machine with fuel
cepat, semakin
injection technology produce
high-performance matic
motorcycle with economizes irit”
fuel consumption.
7. Competitive Analysis
Suzuki Features : Unique
Nex
machine capacity
113cc, Throttle Position
Rp.
Sensor 12.350.000
20.000 Suzuki nex offers
in
stylish design , for
everyone who want not
“irit, lincah
2012 only stylish motorcycle
but also economize fuel
dan gaya”
consumption..
8. Point of Differentiation Worksheet
Brands Parity Features Meaningfull Point of #1 Reason People Buy The Brand
Differentiation
Honda Beat AHO, disk brake in front and Comby Brake System Trusted company Brand (high resale
FI tromol rear brake, Magnetic price, cheap sparepart price, and slim
Key Shutter body)
Mio J AHO, disk brake in front and 4,8 L fuel tank capacity Trusted company Brand (high resale
tromol rear brake, Magnetic price, fast, moto-GP effect)
Key Shutter
Suzuki Nex AHO, disk brake in front and 113 cc Bigger cc and cheaper than Honda and
tromol rear brake, Magnetic Yamaha
Key Shutter
10. Product : Matic Motorcycle
Brand : Honda Beat FI
Target Audience:
Young Urbanites
What the target thinks now:
What we want them to think:
Honda Beat is Efficient, trendy and agile matic motorcyle.
Core brand message : Move Forward with a new trend
RTB: Trusted Brand
11. Brand Credential
Historical and current facts that Astra Honda motor established since 11 June 1971 has reputation for produce good
give a brand’s image added quality and durable motorcycle like S90Z known as “Bekjul”, Honda Tiger, Honda
dimension. Example included : CBR, Honda Supra, Honda Vario, and now Beat. They has authorized dealer &
time in business, size of service center around Indonesia. Because of this, it been known by customer Honda
company, etc. motorcycle has low depreciation, therefore second hand Honda motorcycle still has
good price.
Market Leader 314.263 unit, April 2012 (Honda Beat)
Award, medals, records ▪ Best Fuel Consumption Scooter category in 110 – 115 cc in Automotive Award
2010
▪ Best Fuel Consumption Scooter category in110 – 115 cc in Automotive Award
2009
▪ Best Scooter Performance & Handling 110 – 115 cc in Automotive Award 2009
▪ No. 1 Word of Mouth 2009 Award in SWA Magazine
Certifications, licenses, SII (Standar Industri Indonesia)
accreditations SNI (Standar Nasional Indonesia)
HES (Honda Engineering Standard)
ISO 9001
ISO 14001
ISO 17025
OHSAS 18001
12. Brand Credential
Articles or quote publish in “NihSpesifikasiLengkap Honda BeATInjeksi, BanyakBerubah!”
newspapers and magazines (Motorplus.otomotifnet.com – 11/10/2012)
that improve brand image “LombaIrit Honda BeATInjeksi, Tembus 90 Km per Liter!”
and that can be used in (Motorplus.otomotifnet.com – 27/10/2012)
marketing materials “First Ride Honda BeATInjeksi,
PosisiBerkendaraLebihNyaman!” (Motorplus.otomotifnet.com
– 12/10/2012)
Testimonials, client "Awalnyasihgakbegitusukadengan motor matic, soalnyakanmatic yang
references duluduluborosnyamintaampun"."Tapi pas habiscoba Honda Beat
kokbedabanget,udahirit,lincah,bodinyakeren,cocokpokoknya"
-MUHAMMAD RUDIYANTO-
Achievement-including Combi brake system
being first to do something
Product or service rating / IMAC Award 2012
rankings
Prestige of user or client 15000 AHASS employee, 130 vendor and supplier in Indonesia
list
Brand reputation The Indonesia Best Brand Award (IBBA) 2012
15. Category Analysis x POD x competitive analysis x
Brand Positioning
Many matic motorcycle produsen now apply
newest trend in their product, such as PGMFI,
More Luggage space, Economic fuel, Magnetic
Key Shutter, Side Stand Switch, Sporty stryping,
and AHO (automatic Headline On)
This
trends now become current standard trend.
And most of produsen have to think so hard to
make new innovation, include Astra Honda
Motor, to gain the market, because 110cc
segment only reach 0,4% from the total
population.
16. Motorcycle Produsen New Trend
Yamaha Big fuel tank capacity and more
machine capacity (113,7cc)
Suzuki More machine capacity (113cc)
Honda Comby brake system
Yamaha and Suzuki come with their new
innovation, such as changing in fuel tank and
machine capacity.
Respond to the competitor changing, PT.Astra
Honda Motor won`t follow their competitor new
trend. Because they might think that if they
follow their competitor trend, they don`t have
any specialities in the customer mind.
So they decide to launch new inovation in 110cc
matic motorcycle, there is comby brake system.
17. * Honda new trend led Honda different to their
competitors, such as Yamaha and Suzuki. This differentiation
make Honda provide different trend to 110cc matic
motorcycle segment, because their competitor has same
inovation.
* Comby brake system make Honda out of competitor “new
trend”. This led Honda claim that just Honda that serve new
trend in 110cc matic motorcycle, because the competitors
has the same inovation, and it became standard trend cause
so many produsen use it.
* That`s why Honda Beat FI brand value is “move forward with
a new trend”.
* And Honda BeAT has a position as a trendy, fuel
consumption, and agile.
18. Honda BeAT primary target is young people who has strivers personality
with high mobility. Most of them is a trendy person, and buy product for
achievement / social approval (favour stylish product).
Most of the produsen now conduct this needs. But HONDA has a bigger
“pie” in motor matic market share, it because in 2009 and 2010 Honda
BeAT has gain a lot of award such as Best fuel consumption scooter in
category , Best scooter perfomance and handling, and no.1 word of
mouth. Honda BeAT also equiped by many sertification, such as SII, SNI,
HES, ISO, and OHSAS. This be the reason why many customer buy Honda
BeAT, because Honda BeAT come from trusted company, and well
tested.
*
19. Brand Positioning x Brand Traits x Brand
Credential
Based on the key customer benefits, Honda BeAT
try to fill the customer needs with many benefits
such as Efficient fuel consumption, Combi Brake
System, Fuel Injection, good handling.
The most importance key that BeAT offer are
trendy, efficient and agile. This key supported by
many award that Honda BeAT received. And
match with the target needs.
That`s why Honda BeAT positioning is as a matic
motorcycle for young people, who need
efficient, trendy, agile, and comfortable driven
motorcycle, because new technology and new
design.
20. Target Audience x Marketing
Communication
To deliver the brand traits to the target, BeAT
us many media, such as
newspaper/magazine, TV, radio, Bilboard etc.
BeAT also make a customize marketing
communication for each target, such as young
event sponsorship for primary target, trade
show for secondary target, or direct mail.
21. Gaining Honda BeAT Market Share
Strategies
4P : Product
Limited Editions
Honda BeAT make a limited edition for only a few product or
character. Example : Motor GP Striping, Korean artist striping,
Batik Striping, etc.
Add value
Add some new feature of Honda BeAT like “Double Disc Brake”,
“Alarm”, “RFID Motor Security“. So Honda BeAT have added
value compared to other products.
Custom design
Honda BeAT can give a different color for each part of the body
(only using the original factory-build).
Increase machine capacity to 113 cc
By upgrading the machine capacity to 113 cc, Honda BeAT can
claim their product “More Powerful More Faster, Still Efficient and
stylish”.
22. Gaining Honda BeAT Market Share Strategies
Modifier Difference Price
BeAT CW Custom wheel 12.650.000
BeAT SW Spoke wheel 11.850.000
BeAT-FI CBS Full injection and combi brake system 13.500.000
BeAT-FI CW Full injection and custom wheel 12.900.000
BeAT-FI SW Full injection and spoke wheel 12.100.000
BeAT-FI LE Full injection, custom wheel and 13.200.000
(New Modifier) special striping (Moto GP, Batik, etc)
BeAT-FI SF Full injection, custom wheel, combi 13.900.000
(New Modifier) brake system, alarm, double disc
brake, RFID motor security, 113 cc
23. Gaining Honda BeAT Market Share
Strategies
Place
Online selling
Customer can booked Honda BeAT FI from home vie
online, after that the Marketing of Honda will feedback the
customer and come to customer house to handle the
administration term. After the customer fulfill the term
(payment), Honda will send the product.
Promotion
Trade up cooperation with 3rd party company
Trade up any matic motorcycle brand within 5 year used to
Honda BeAT with a special price with the applicable provisions
that imposed by Honda, and they use the 3rd party company to
held the trade up program, example : Adira Finance.
24. Gaining Honda BeAT Market Share
Strategies
Reference option
Offers to customers who pay by installments, for each person who
recommended it and buy a Honda Beat, the mortgage would be cut
by Rp.100,000. It applies to payments out.
Brand ambassador
Because Honda BeAT primary target for youth peoples and
especially for female, so Honda BeAT used Suju (Korean Artist) as
the brand ambassador.
Product Bundling
Every purchase of Honda motorcycle helmets usually have got a
standard from Honda, but specifically for the Honda Beat is given
deals only add 100,000, buyers can swap helmets with some
famous brand which is roughly 300,000 in market value. but Honda
ordered directly from the factory helmet helmet with considerable
amounts and of course the price is much cheaper than the market
price. so buyers will be able to see the benefits to 100,000 may
have known helmets 300,000 in market prices
25. Gaining Honda BeAT Market Share
Strategies
Sponsorship
Bea sponsor for the youth event. Example : PENSI
(Pentas Seni Pelajar)
Sensational event
Make a sensational event, so the activity deserve to
be loaded in the print media like motor magazine.
Invite and offers journalists/mass media to report the
event, so the event/activities can be added to their
magazine topic
26. Gaining Honda BeAT Market Share
Strategies
Price
Installment payment / cash back
The installment program is related to Reference Option cash back
in the promotion. It gave choice for customer to determine the
payment term. Example : 1 year or 2 year.
Same price with Mio J
By set the same price or a slightly different from the competitor will
narrow the difference between Honda BeAt FI and the other
competitor. It could make narrow customer mindset about the
product.
Optional feature pricing
After Honda BeAt difference being narrow with the customer, then
we offers the other benefit to customer with lower price than market
price. Example : as we know that the weakness of Honda BeAT is
limited luggage, so we offer helmet box with a half price from the
market price.
28. Extra
July-August 2012 Sep-12 Oct-12 Nov-12
Beat 1,040,196 1,160,196 1,280,196 1,400,196
Mio J 421,153 446,153 471,153 496,153
Nex 74,187 84,187 94,187 104,187
Total 1,690,536 1,845,536 2,000,536
Promotion x x x
Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13
1,532,196 1,664,196 1,809,196 1,954,196 2,099,196 2,244,196 2,444,196 2,644,196
521,153 546,153 571,153 596,153 621,153 646,153 671,153 696,153
114,187 124,187 134,187 144,187 154,187 164,187 174,187 184,187
2,167,536 2,334,536 2,514,536 2,694,536 2,874,536 3,054,536 3,289,536 3,524,536
LE LE SF SF SF SF SF & Trade Up SF & Trade Up
Unit Market 75.02%
Share
29. Conclusion
Brand
Limited Editions Product Bundling
ambassador
Add value Reference option Sponsorship
Trade up
cooperation with Sensational Optional feature
Custom design
3rd party event pricing
company
Increase
Installment
machine Same price with
Online selling payment / cash
capacity to 113 Mio J
back
cc
