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Hero honda

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