PRESENTATION BY GROUP NO. 1  ON  HERO HONDA
Two wheeler Industry <ul><li>Emerging in India -1940 </li></ul><ul><li>Growth slow in 1950-60-Nationalisation </li></ul><u...
History  & Corporate profile of Hero Honda <ul><li>Hero Honda is a two-decade-old story, Joint-venture between Hero & Hond...
Contd…. <ul><li>Today, every second motorcycle sold in the country is a Hero Honda bike. </li></ul><ul><li>Every 30 second...
Contd…. <ul><li>1985- First 100cc bike </li></ul><ul><li>1988:- Was the No. 1 among all motorcycles in India. </li></ul><u...
DIFFERENT PRODUCT LINE OF HERO HONDA <ul><li>Achiever  </li></ul><ul><li>Ambition 133, Ambition 135 </li></ul><ul><li>CBZ,...
Hero Honda’s  Brand Development <ul><li>1985- CD-100 </li></ul><ul><li>1989- Sleek </li></ul><ul><li>1991- CD-100 SS </li>...
POSITIONING STRATEGY <ul><li>Men/Family :- strong, sturdy and powerful Motorcycle  </li></ul><ul><li>Women :- Great mileag...
<ul><li>Brand Identity:-  </li></ul><ul><li>Brand identity is fundamental to consumer recognition and symbolizes the brand...
PROMOTIONAL STRATEGY <ul><li>Hero Honda and event sponsorships. </li></ul><ul><li>Fill It. Shut It. Forget It Campaign. </...
Impact of the campaign <ul><li>Robust top line growth & bottom line performance </li></ul><ul><li>2) Reports 13 per cent v...
A’S OF HERO HONDA <ul><li>Availability </li></ul><ul><li>Affordability </li></ul><ul><li>Awareness </li></ul><ul><li>Accep...
Sponsor ship <ul><li>Hero Honda Motorola Campus Rock Idols </li></ul><ul><li>In 2004,Creating Brand Promotion through comp...
<ul><li>Hero Honda Sa Re Ga Ma Pa </li></ul><ul><li>In 2005 </li></ul><ul><li>Promoting through electronic media -Zee Tv <...
Copyright 2007 by Prentice Hall <ul><li>MTV Hero Honda Roadies </li></ul><ul><li>Focusing on youth Generation  </li></ul><...
Hero Honda Series  IND vs AUS FIH world Cup 2010
Brand Promotion <ul><li>FILL IT. SHUT IT. FORGET IT </li></ul><ul><li>DESH KI DHADKAN  </li></ul>
Celebrity Endorsement
Why Hero Honda Splendor..?
Core Brand Values <ul><li>Reliability </li></ul><ul><li>Constant Mileage </li></ul><ul><li>Comfort Riding </li></ul><ul><l...
Mileage Price Splendor + Super Splendor High Low  Low  High Splendor NXG
Mileage Price TVS Victor GLX Discover DTSI Super Splendor High Low  Low  High
Brand Extension <ul><li>Splendor Plus </li></ul><ul><li>Super Splendor </li></ul><ul><li>Splendor NXG </li></ul>
Splendor+ Super Splendor Splendor NXG Cost Rs. 45,000 Rs. 53,000 Rs. 49,000 Style Simple Moderate New  Generation Power 10...
Upcoming SlideShare
Loading in...5
×

Hero honda

16,025

Published on

2 Comments
29 Likes
Statistics
Notes
No Downloads
Views
Total Views
16,025
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
0
Comments
2
Likes
29
Embeds 0
No embeds

No notes for slide

Hero honda

  1. 1. PRESENTATION BY GROUP NO. 1 ON HERO HONDA
  2. 2. Two wheeler Industry <ul><li>Emerging in India -1940 </li></ul><ul><li>Growth slow in 1950-60-Nationalisation </li></ul><ul><li>Market Share – 75% </li></ul><ul><li>India -2 nd largest 2W market in world </li></ul>
  3. 3. History & Corporate profile of Hero Honda <ul><li>Hero Honda is a two-decade-old story, Joint-venture between Hero & Honda(Japan co) in 1984. </li></ul><ul><li>In 2001, for the first time achieved ‘World No.1’two-wheelermanufacturing company. </li></ul><ul><li>Now, Hero Honda Motors Ltd. is the world's largest manufacturer of two – wheelers for nine consecutive years. </li></ul>
  4. 4. Contd…. <ul><li>Today, every second motorcycle sold in the country is a Hero Honda bike. </li></ul><ul><li>Every 30 seconds, someone in India buys Hero Honda's top-selling motorcycle – Splendor. </li></ul><ul><li>The company continues to lead both in the domestic two wheeler industry and motorcycle segment, with the shares of nearly 48% and 59% respectively. </li></ul>
  5. 5. Contd…. <ul><li>1985- First 100cc bike </li></ul><ul><li>1988:- Was the No. 1 among all motorcycles in India. </li></ul><ul><li>1991:-National Productivity Council's (NPC) Award. </li></ul><ul><li>1992:-National Safety Award </li></ul><ul><li>2002:- Fastener World Established. </li></ul><ul><li>2006:-Hero Honda enters the scooter segment, launches 100cc &quot;Pleasure </li></ul>
  6. 6. DIFFERENT PRODUCT LINE OF HERO HONDA <ul><li>Achiever </li></ul><ul><li>Ambition 133, Ambition 135 </li></ul><ul><li>CBZ, CBZ Star, CBZ Xtreme </li></ul><ul><li>CD 100, CD 100 SS, CD Dawn, CD Deluxe, CD Deluxe (Self Start) </li></ul><ul><li>Glamour, Glamour FI </li></ul><ul><li>Hunk </li></ul><ul><li>Joy </li></ul><ul><li>Karizma, Karizma R, Karizma ZMR FI </li></ul><ul><li>Passion, Passion+, Passion Pro </li></ul><ul><li>Pleasure </li></ul><ul><li>Street </li></ul><ul><li>Splendor, Splendor+, Splendor+ (Limited Edition), Super Splendor, Splendor NXG </li></ul>
  7. 7. Hero Honda’s Brand Development <ul><li>1985- CD-100 </li></ul><ul><li>1989- Sleek </li></ul><ul><li>1991- CD-100 SS </li></ul><ul><li>1994- Splendor </li></ul><ul><li>1997- Street </li></ul><ul><li>1999- CBZ </li></ul><ul><li>2001- Passion </li></ul><ul><li>2002- Dawn, Ambition </li></ul><ul><li>2003- CD- Dawn, Splendor+, Passion+, Karizma </li></ul><ul><li>2005- Super Splendor, CD- Delux, Glamour, Achiever. </li></ul><ul><li>2008- Passion PRO </li></ul><ul><li>2009-10- Karizma ZMR </li></ul>Copyright 2007 by Prentice Hall
  8. 8. POSITIONING STRATEGY <ul><li>Men/Family :- strong, sturdy and powerful Motorcycle </li></ul><ul><li>Women :- Great mileage, easy to maneuver, safe to ride, ease and comfort. </li></ul>
  9. 9. <ul><li>Brand Identity:- </li></ul><ul><li>Brand identity is fundamental to consumer recognition and symbolizes the brand's differentiation from competitors. </li></ul><ul><li>Brand Strategy </li></ul><ul><li>Product line Strategy </li></ul><ul><li>The Range Brand Strategy </li></ul><ul><li>Branding strategy:- </li></ul><ul><li>Repositioning strategy </li></ul>Copyright 2007 by Prentice Hall
  10. 10. PROMOTIONAL STRATEGY <ul><li>Hero Honda and event sponsorships. </li></ul><ul><li>Fill It. Shut It. Forget It Campaign. </li></ul><ul><li>Hero Honda and Relationship Programs (Hero Honda Passport Program) </li></ul><ul><li>Dhak Dhak Go Campaign </li></ul><ul><li>Plan Har Gaon Har Aangan </li></ul><ul><li>Celebrity Endorsements </li></ul><ul><li>Why Should Boys Have All The Fun Campaign </li></ul>
  11. 11. Impact of the campaign <ul><li>Robust top line growth & bottom line performance </li></ul><ul><li>2) Reports 13 per cent volume growth, net profit after tax of 2231.83 Crores & EBITA margin of 17.45% in 2009-10 a growth of 74.1% </li></ul><ul><li>3) To build a domestic two wheeler industry and motorcycle segment, with the shares of nearly 48% and 59% respectively </li></ul>
  12. 12. A’S OF HERO HONDA <ul><li>Availability </li></ul><ul><li>Affordability </li></ul><ul><li>Awareness </li></ul><ul><li>Acceptability </li></ul>
  13. 13. Sponsor ship <ul><li>Hero Honda Motorola Campus Rock Idols </li></ul><ul><li>In 2004,Creating Brand Promotion through competition (inter college Rock Music competition),Targeting the Youth mass. </li></ul>
  14. 14. <ul><li>Hero Honda Sa Re Ga Ma Pa </li></ul><ul><li>In 2005 </li></ul><ul><li>Promoting through electronic media -Zee Tv </li></ul><ul><li>Also through celebrities </li></ul><ul><li>Targeting MASS population </li></ul>
  15. 15. Copyright 2007 by Prentice Hall <ul><li>MTV Hero Honda Roadies </li></ul><ul><li>Focusing on youth Generation </li></ul><ul><li>Adventurous </li></ul><ul><li>Karizma promotion </li></ul><ul><li>Targeting on boys & girls </li></ul>
  16. 16. Hero Honda Series IND vs AUS FIH world Cup 2010
  17. 17. Brand Promotion <ul><li>FILL IT. SHUT IT. FORGET IT </li></ul><ul><li>DESH KI DHADKAN </li></ul>
  18. 18. Celebrity Endorsement
  19. 19. Why Hero Honda Splendor..?
  20. 20. Core Brand Values <ul><li>Reliability </li></ul><ul><li>Constant Mileage </li></ul><ul><li>Comfort Riding </li></ul><ul><li>Reasonable price </li></ul><ul><li>Low maintenance </li></ul>
  21. 21. Mileage Price Splendor + Super Splendor High Low Low High Splendor NXG
  22. 22. Mileage Price TVS Victor GLX Discover DTSI Super Splendor High Low Low High
  23. 23. Brand Extension <ul><li>Splendor Plus </li></ul><ul><li>Super Splendor </li></ul><ul><li>Splendor NXG </li></ul>
  24. 24. Splendor+ Super Splendor Splendor NXG Cost Rs. 45,000 Rs. 53,000 Rs. 49,000 Style Simple Moderate New Generation Power 100cc 125cc 100cc Mileage 70 k m 55 K m 60 k m Variants Spoke/Alloy/ Spl Edition Quantum core Spoke / Alloy

×