IMC ppt by CBS students

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IMC ppt by CBS students

  1. 1. INTEGRATED MARKETING COMMUNICATION<br /> Driven By The Trust Of Our Customers<br />PRESENTED BY- VARUN BHATIA<br /> VARUN KALIA<br /> SURINDER JAIN<br /> TRIPT TANEJA<br /> GOURAV MUKHIJA<br />
  2. 2.
  3. 3. INTRODUCTION<br /><ul><li>Hero Honda Motors Limited, based in Delhi, is the world's Largest manufacturer of motorcycles .
  4. 4. A joint venture that began in 1984 between the Hero Group of India and Honda of Japan.
  5. 5. Hero Honda's Splendor is the world's largest selling motorcycle.
  6. 6. Total unit sold in year 2009-10 is over 4.5 million. </li></li></ul><li>FACTS<br /><ul><li>Type : Public company BSE:HEROHONDA M
  7. 7. Founded: January 19, 1984 in Gurgaon,Haryana, India
  8. 8. Headquarters : New Delhi, India
  9. 9. Key people: Brijmohan Lal Munjal (chairman & founder)
  10. 10. Toshiaki Nakagawa (joint managing director)
  11. 11. Pawan Munjal (CEO)
  12. 12. Industry: Automotive
  13. 13. Products: Motorcycles, Scooters
  14. 14. Revenue: U$ 2.8 billion
  15. 15. Website: www.Herohonda.com</li></li></ul><li>HISTORY<br /><ul><li>Hero Honda is world’s third largest 2-wheeler maker.
  16. 16. “THE LICENSE RAJ” : Customers in India were forced to wait 12 years to buy a scooter from Bajaj.
  17. 17. In the mid-1980s, Foreign companies permitted to enter the Indian market through minority joint ventures.
  18. 18. Four Indo-Japanese joint ventures: Hero Honda, TVS Suzuki, Bajaj Kawasaki and Kinetic Motor Company (Kinetic Honda)
  19. 19. The 2006 Forbes 200 Most Respected companies list has Hero Honda Motors ranked at 108. </li></li></ul><li>COMPETITORS<br />
  20. 20. FORGET THE 4 PS…THINK OF 4 CS<br /><ul><li> Forget product…study consumer wants and need.
  21. 21. Forget price…understand the consumer’s cost to satisfy that want or need.
  22. 22. Forget place…think of the consumer’s convenience to buy.
  23. 23. Forget promotions…the word is integrated market communication.</li></li></ul><li>MARKET SHARE OF MOTORCYCLES IN INDIAN MARKET<br />
  24. 24. MODELS<br /><ul><li>Hero Honda Ambition 133,135
  25. 25. Hero Honda CD 100,CD SS, CD Dawn
  26. 26. Hero Honda Splendor , Splendor+ , Super Splendor, Splendor NXG
  27. 27. Hero Honda CBZ , CBZ Xtreme
  28. 28. Hero Honda Passion , Passion+ , Passion Pro
  29. 29. Hero Honda Karizma
  30. 30. Hero Honda Hunk
  31. 31. Hero Honda Pleasure
  32. 32. Hero Honda Glamour</li></li></ul><li>INTEGRATED MARKETING COMMUNICATION<br /> -WAY TO SUCCESS<br /><ul><li>Fuel efficient to marketing-led organization
  33. 33. Advertising campaigns
  34. 34. Product refreshes
  35. 35. Brand health</li></li></ul><li>Emotional Branding<br />
  36. 36. Segmentation and sub branding<br />GLAMOUR<br />SPLENDOR NXG<br />KARIZMA ZMR<br />
  37. 37. BIKE FOR ALL!!!<br />Rs.37000.00 to Rs.95000.00<br />
  38. 38. Youngistaan....<br />
  39. 39. Just 4 her.....<br />
  40. 40. Fill It Shut It Forget It<br />
  41. 41. Har gaon, har angan<br /><ul><li>500 men
  42. 42. 3 two months long waves
  43. 43. additional sale of 15,000-16,000 motorcycles through each wave</li></ul>http://www.idrive.in/tech/framed/unique-Marketing-Strategy-of-Hero-Hond<br />
  44. 44. Advertising<br /><ul><li>Discarded product categorization on the basis of engine size
  45. 45. Product differentiation was the key
  46. 46. Avoided customer confusion of products
  47. 47. Karizma (premium segment) comes with the punch line, “Always game”
  48. 48. 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
  49. 49. The CBZ Extreme comes with the promise, “Thinking is such a waste of time”</li></li></ul><li>
  50. 50. Types of Advertisements<br />Celebrity Advertisements….<br />Brand endorsers- Virender sehwag, saurav ganguly, priyanka chopra, Hrithik roshan, <br /> Rajyavardhan rathore.<br />
  51. 51. Types of Advertisements<br />Print and Outdoor Advertisement…<br />
  52. 52. Types of Advertisements<br />Covert Advertisement…<br />Mujhe Kuch Kehana hai – CBZ<br />Gavaskar Border Trophy – “Man Of The Match” Hero Honda Bike <br />
  53. 53. Types of Advertisements<br />Public service advertisements<br /><ul><li>“DESH KI DHADKAN” has truly capture the Indian hearts, minds and souls....</li></li></ul><li>Types of Advertisements<br />Broadcast advertisements<br /><ul><li>HERO HONDA ROADIES 5.0
  54. 54. Immense fan following on twitter, face book, orkut .
  55. 55. It has approx. 1.25 lakh fan followers on face book.
  56. 56. Hero Honda SA RE GA MA PA</li></li></ul><li>Personal selling<br /><ul><li>Wide price range.
  57. 57. Each product with multiple optional features.
  58. 58. Experience speaks.
  59. 59. First six service free
  60. 60. Once in a year free check up for hero Honda bikes from authorised company service station.
  61. 61. Good resale value.
  62. 62. Various schemes for government and military employees.</li></li></ul><li>Sales promotion<br /><ul><li>Large product portfolio starting from 37k to 95k
  63. 63. Consistent launch of variants in the same models
  64. 64. Wide range of colours available in each category
  65. 65. Vast network of more than 2100 committed Dealers and Service outlets spread across the country
  66. 66. Festive offers- Rs 1000 discount with free accidental insurance</li></li></ul><li>Sales promotion<br />Hero Honda Passport Program<br />Cash incentive program <br />
  67. 67. Sales promotion cont…<br />
  68. 68. CSD<br />“TOUGH MEN, TOUGH BIKES FROM THE WORLD’S NO 1 TWO WHEELER COMPANY.”<br /><ul><li>Availability on all CSD area depot, anywhere in the.
  69. 69. All commissioned officers / staff - either recountry at CSD pricetired or currently serving in the Indian Army, Navy or Air Force - can avail of this facility.</li></li></ul><li>CORPORATE SALES<br /><ul><li>Single window processing for delivery at multiple locations
  70. 70. No running around for documentation
  71. 71. Attractive finance options
  72. 72. Hero Honda passport unique CRM program
  73. 73. Bulk incentive scheme</li></ul> DGS&D<br /><ul><li>Sale to any Govt. Depts.. is done through DGS&D
  74. 74. Ensures quality
  75. 75. Negotiate with manufactures</li></li></ul><li>Press Release<br /><ul><li>Celebrating its 25th year, Hero Honda released an innovative music video in the month of September. Titled "Hero Honda Dhak Dhak Go“
  76. 76. Hero Honda recently won two very coveted awards - "The Most preferred Brand of two-wheelers" award at the recent CNBC Awaaz Consumer Awards 2008, and the "NDTV Profit Business Leadership Award". </li></li></ul><li>COMMUNICATION STRATEGY<br />The Objective<br />Enhance the image of HERO HONDA as most preferred bike of India.<br />The Goal<br />Connect with the target group as a unique lifestyle and personality brand<br />The Task<br />To be present at almost every touch point with the communication target group<br />The Challenge<br /> To break the clutter and communicate the Brand message<br />
  77. 77. CREATIVE ADVERTISEMENT<br />
  78. 78. Media Habits: find out habits and decide advertising <br />I find the newspaper supplements really worth reading<br />53%<br />I am a regular cinema goer<br />27%<br />I am a TV addict<br />45%<br />When I need information the first place I look is the internet <br />37%<br />I read a newspaper most days<br />60%<br />I listen to the radio every day<br />31%<br />
  79. 79. SUGGESTION FOR BUGET ALLOCATION<br />
  80. 80. Corporate Social Responsibility<br /><ul><li>Sustainable Enterprise/Vocational Training
  81. 81. The Green Supply Chain
  82. 82. Green Roof
  83. 83. Conserving energy
  84. 84. Safe manufacturing
  85. 85. Green technology
  86. 86. “We Care about How”</li></li></ul><li>YOU<br />THANK<br />

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