understanding the consumer behaviour on honda activa. also includes results of a survey and interpretetions on the same.

1. HONDA ACTIVA
Presenters:
Komal Hambir B008
Nikita Jain B009
Ruchira Mohite B015
Ishita Patil B017
Bansri Shah B023

2. INTRODUCTION
Honda is the world’s largest
manufacturer of two wheelers,
Recognized over the world as the
symbol of Honda Two Wheelers,
the ‘Wings’ arrived in India as
Honda Motorcycle and Scooter
India Pvt. Ltd. (HMSI), a 100%
subsidiary of Honda Motor
Company Ltd., Japan, in 1999.
HMSI headquartered in 1999 at
Manesar, District Gurgaon,
Haryana, Honda has lived up to
its reputation of offering the
highest quality products at the
most reasonable price.
Founded Hamamatsu, Japan
(October 1946,
incorporated
24 September
1948; 71 years
ago)
Founders •Soichiro Honda
•Takeo Fujisawa

3. Honda has been the world's largest motorcycle
manufacturer since 1959, reaching a production
of 400 million by the end of 2019.
Honda became the world's largest manufacturer
of internal combustion engines measured by
volume, producing more than 14 million internal
combustion engines each year.
Honda became the second-largest Japanese
automobile manufacturer in 2001.
Honda was the eighth largest automobile
manufacturer in the world in 2015.
Honda claims that it is now India's top scooter-
selling brand, holding 57 percent of the market
share. Honda has also said that every second
scooter sold in India is one of theirs.
ACHIEVEM
ENTS

4. HERO & HONDA
On
December
16, 2010,
India-
based Hero
Group
(Hero) and J
apan-
based
Honda
Motor Co.
Activa, has
beaten
Hero
MotoCorp's
all-time
global
bestseller,
the
motorcycle
Splendor,
in sales for

5. SO, HOW
DID ACTIVA
MANAGE TO
BEAT
SPLENDOR,
WHICH
ALSO HAD A
HONDA
PEDIGREE?
The answer is simple. HMSI gave Indians exactly what they
wanted,
 good mileage/performance,
 plus some classy styling (it gave the model a unisex look,
though it was without gears).
 Almost one-third Activa riders are women. "India was a different
market. A decade ago, when scooters were on the fringes, there
were hardly any women riders. Activa transformed the Indian
customer's mindset.
 Sizeable Activa users are men and include students,
homemakers, businessmen, even logistics companies. Scooters
are one of the quickest ways of travelling in congested cities,
 It also gave storage space under the seat with enough room for
a helmet.
 Honda kept improving fuel efficiency. The current 60 kmpl
mileage was unthinkable a decade ago, when scooters ran less
than 40 km on a litre of petrol.

6. SECRET
SAUCE
OF
HONDA
ACTIVA
Budget Mileage
Urban
adopted
Flexible
Performa
nce

7. INDIAN MARKET
Honda began selling a new version of the Activa in the Indian market on 8 May 2009, with a new
109 cc engine.
In April 2014, Honda began an upgraded model of Activa with a 125cc engine and rebranded the
model as Activa 125.
Honda began selling the Activa i in India, a cheaper and lighter version of the Activa, in
December 2013. It is powered by 110 cc engine. On September 22, 2015, Honda announced that
they had sold over 1 million Activas in five months in the Indian market, from April to August.[4]
Honda launched their 5th generation of Honda Activa in 2018[5], and the sixth-generation Honda
Activa 6G has been launched in India with prices starting at ₹ 63,912

8. INDIAN MARKET

9. MARKET SHARE

10. COMPETI
TORS

11. Activa i:
Cylinder capacity: 109cc
Fuel economy improved by 15%
Launched in May 2009
Price: Rs. 51,700 to 70,722
Activa 125 BS-VI
Cylinder capacity: 124cc
Launched in April 2014
Price: Rs 67,490 to 74,490
Activa 5G:
Cylinder capacity: 109.19cc
Launched in 2018
Price: Rs. 55,358 to 62,481
Activa 6G:
Cylinder capacity: 109.51cc
Launched in January 2020
Price: Rs. 51,700 to 70,722
PRODUCT PORTFOLIO

12. SOME FACTS
Almost
one-third
Activa
riders are
women
Breaks the
glass
ceiling:
First
scooter to
cross sales
of 10
million
since
launch
The big
game
changer
has been
the
mileage
which at
60 kmpl,
is much
more than

13. SWO
T
Honda SWOT analysis
Strengths Weaknesses
1. One of the largest Automobile
Manufacturers
2.Strong R&D Departments
3. Strong Brand Image
4. ISO Certification on Quality
5. Strong Marketing Strategies
6. Humber of skilled employees
7. Eco-friendly cars
8. Related Diversification
1. High-cost Structure/ Production Price
2. Certain Quality Problem
3. Upper Middle Segment (Customer
base)
4. Lack of Advanced Technology
Integration
5. Costly Spare Parts
Opportunities Threats
1.Great people with great skills
2. Hybrid cars
3. Aviation and Jet Technology
4.The Increment of Global Presence
5.Favourable Government Policy
6.The Introduction of Eco-Friendly
Vehicles
7.Increasing demand for small cars
1. Government Policies
2. Entry of Reconditioned Cars
3.Increasing Fuel Price
4. Intense Competition
5. Alternative Transportation
6. Natural Disaster

14. SEGMENTAT
ION,
TARGETING,
POSITIONIN
G IN THE
MARKETING
STRATEGY
OF HONDA
MOTORS
Honda motors use a mix
of demographic, psychographic and geographic se
gmentation variables in order to understand the
different markets aptly and satisfy the
changing needs of the customers accordingly.
Differentiating targeting strategy is what used by
Honda for selection of the defined population to
whom the specific product or services can be
offered.
Honda has positioned itself as a value-based
company whose objective is to enrich the lives of
the people worldwide and give them the power to
enjoy their life.
POD: They gave Indians exactly what they wanted,
and more - good mileage/performance, plus some
classy styling .
The company also gave the scooter an all-metal
body for a more finished look at a time when
plastics were increasingly coming into play in
automobiles.
The company also introduced tuff-up self-
repairing tubes that reduced the chances of
puncture by 80 per cent a first for the Indian
market.

15. PRODU
CT
HONDA IS
FOCUSED ON
PRODUCING
ECONOMIC
CLASS
AUTOMOBILES
BUT THEY DO
EVEN OFFERS
OTHER
VARIANT.
HONDA MAINLY
FOCUS ON TWO
WHEELER AND
THEREFORE
OFFERS LARGE
NUMBER OF
SELECTION IN
TWO WHEELER.
HONDA
PROVIDE TWO
WHEELER TO
CONSUMER FOR
ALL CLASS OF
PEOPLE LIKE
ECONOMY AND
LUXURIOUS.
HONDA SELLS
ALL TWO
WHEELERS ON
SAME BRAND
NAME CALLED
HONDA.
HONDA
PROVIDES WIDE
RANGE OF TWO
WHEELER FROM
48CC ENGINE
TO 1832CC
ENGINE.

16. PRICE
Pricing strategy of honda is based on various parameters like
competition, segment,features etc.
These automobiles target customers from low middle income
level to high income level.
Honda uses economies of scale to meet growing demand at
affordable prices especially in emerging economies such as
india, brazil and Thailand.
Also it charges a greater price for the products it sells online.
This is because delivery costs have been included in the price of
the product.

17. Honda Motor Company Ltd sells its
products through two marketing channels.
The first is where it sells directly to its
customer through its online website. The
second is where it sells to wholesalers who
then sell to different retailers located all
over the country.
Honda has a robust sales network.
Honda has manufacturing plant in 25
different countries with 31 assemblies.
Honda has more than 14000 dealers and
service center across asia.
In india the network includes 309
authorized dealership facilities in 197
cities.
PLACE

18. PROMO
TION
Honda Motor Company Ltd uses multiple
media channels to promote its products.
It uses traditional media, which includes
an advertisement on television and
radio.
This is beneficial due to its large reach
and ability to attract a large number of
people. It uses online and social media
advertising, which is cheaper and
beneficial due to the increasing usage of
the internet.
Honda Motor Company Ltd undergoes
various sales promotion taking part in
various trade exhibitions and events
around the year.
Honda Motor Company Ltd undergoes
personal selling, with a large sales force
to increase its presence in retail stores.

19. PEOPLE
Honda
Motor
Company
Ltd has
people
working
under its
sales team
that play a
vital role in
Honda
Motor
Company
Ltd has
people
working in
its
customer
service
department
Honda
Motor
Company
Ltd has
people
working
with
suppliers to
obtain raw
materials

20. PROCESS
Honda Motor Company Ltd to make sure that its products are
always available at retail stores has systems installed where
retailers can notify when their inventory levels are low.
Honda Motor Company Ltd provides them with more
products while ordering its productions to replenish its stock.
This ensures that products are always available to customers
when needed.
Honda Motor Company Ltd has an online delivery process,
where orders are received in the computer system and based
on these orders, the relevant product from the inventory is
shipped to the delivery service provider.

21. PHYSICA
L
EVIDENC
E
Honda Motor Company Ltd sells its products
in a distinct color packaging that easily
identifiable on retail shelves.
These are placed on special shelves
provided by the company, which also have a
distinct color and design.
This makes it easier for customers to locate
such shelves in busy retail stores.
Honda Motor Company Ltd has an online
website that is user-friendly and allows
customers to view its products in high
quality images taken from various angles.

22. HONDA ACTIVA:
SOCIAL MEDIA
PRESENCE

23. SOCIAL
PRESE
NCE

24. YOUTUBE
PRESENC
E

25. DIGITAL
CAMPAIG
N
APR 25,2018

26. DIGITAL
CAMPAIG
NS
OCTOBER
1,2018

27. DIGITAL
CAMPAIG
N
MAR 2,
2020

28. HONDA
CAMPAI
GN

29. FEEDBACK AND REVIEWS

30. AUTO.NDTV.COM

31. HONDA 2 WHEELER TIE UPS

32. MARKET HIGHLIGHTS

33. QUESTIONNAIRE FOR TWO-
WHEELER/HONDA ACTIVA
1. Pearsonal factors
 Gender
 Age
 Occupation
2. Do you have two-wheeler?
 If no why?
 If yes, which brand two-wheeler do you
have?
 If yes, what is the reason to buy that
particular brand?
3. Do you have Honda Activa?
 If no, why not Honda Activa?
 If no, would you like to switch to Honda
Activa?
 If yes, we would love to get some insights
of your satisfaction!
 Price
 Style
 Mileage
 Comfort
 Service
4. Problems faced, if any
5. If you had a chance to add a feature
to Honda Activa, what would it be?
6. How much would you rate Honda
Activa?

34. RESPONSES

35. RESPONSES

36. RESPONSES
If yes, which brand
two-wheeler do
you have?
• Honda Activa
• Hero Honda
• Access 125
• Aviator
• Honda Shine

37. RESPONSES
If no, why not Honda Activa?
Heavy in weight
Bad average
Too common
Interested in gear bikes
Prefer bikes

38. RESPONSES
If yes,

39. RESPONSES
If yes,

40. If you had a chance to add a
feature to Honda Activa,
what would it be?
• Light weight
• Hybrid engine
• Bluetooth connectivity and
navigation
• Auto-gear
• Seat coolant
RESPONSES