14. Har gaon, har angan
โข 500 men
โข 3 two months long
waves
โข additional sale of
15,000-16,000
motorcycles through
each wave
http://www.idrive.in/tech/framed/unique-Marketing-Strategy-of-Hero-Hond
15. Advertising
o Discarded product categorization on the basis of engine size
o Product differentiation was the key
o Avoided customer confusion of products
o Karizma (premium segment) comes with the punch line, โAlways gameโ
o The ad for the premium segment Hunk doesnโt talk of speed or power at all โ
the focus is on the looks even while standing
o The CBZ Extreme comes with the promise, โThinking is such a waste of timeโ
21. Personal selling
โข Wide price range.
โข Each product with multiple optional features.
โข Experience speaks.
โข First six service free
โข Once in a year free check up for hero honda bikes from authorised comapany service station.
โข Good resale value.
โข Various schemes for goverment and miliatry employees.
24. Sales Promotion
โข Large product portfolio starting from 37k to 95k
โข Consistent launch of variants in the same models
โข Wide range of colors available in each category
โข Vast network of more than 2100 committed Dealers and Service outlets
spread across the country
โข Festive offers- Rs 1000 discount with free accidental insurance
29. CSD
โข Choose bike of your choice at a
considerable lesser price i.e. at CSD
price anywhere in India
โข Who can book?
โ All commissioned officers / staff -
either retired or currently serving in
the Indian Army, Navy or Air Force -
can avail of this facility
32. Direct Selling
๏ฑ Helpful staff
๏ฑ 2100 authorized dealers
๏ฑ 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?
๏ฑ 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.
๏ฑ MoU with PNB in 2003
๏ฑ 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.
๏ฑ 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.
๏ฑ 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.
๏ฑ โโThe 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,โโ Mr Lall added.
๏ฑ The PNB tie-up is expected to give a fillip to consumer finance-driven sales in rural areas, where adequate financing is
not available.
33. Press Release
๏ฑ 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.
๏ฑ 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
๏ฑ Hero Honda has already rolled out its festive season initiatives, with the launch of four new
models โ the all-new "Passion Pro" and three refreshes of its existing models - new CBZ X-
treme, a selfโstart version of Splendor NXG and the refreshed Pleasure.
34. Press Release
๏ฑ Celebrating its 25th year, Hero Honda released an innovative music video in the month of
September. Titled "Hero Honda Dhak Dhak Goโ
๏ฑ 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".
35. Press Release
๏ฑ 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) โ July to September - of this financial year (FY) 2008-09.
๏ฑ 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
๏ฑ Hero Honda has already rolled out its festive season initiatives, with the launch of four new
models โ the all-new "Passion Pro" and three refreshes of its existing models - new CBZ X-
treme, a selfโstart version of Splendor NXG and the refreshed Pleasure.
36. Press Release
๏ฑ Celebrating its 25th year, Hero Honda released an innovative music video in the month of
September. Titled "Hero Honda Dhak Dhak Go", and involving as many as eight brand
ambassadors of Hero Honda, the music video has been receiving rave reviews.
๏ฑ 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".
๏ฑ 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.
