Brand Presentation on Hero Honda Hunk. Where does it stand today and how can it create a differentiation to win over competition.

2. Advertising Agency
Agency Profile:
•Provides breakthrough strategy and
programming that delivers valuable
results to our clients.
•Clients hire us to win.

3. Objective & Mission
• Q-6 builds brand equity and protects
reputations during the highest-stakes global
communication challenges of the digital age.
• Established in the year 1996. Our mission is
not just to provide services to you but
innovative Advertising solutions in building the
affluent image in your concerned industry.

4. Clients & Services
We are serving the both Public & Private
sectors from several years.
We have clients like Rasna, Hero Honda,
Vaseline MEN, HUL, ICICI, NTPC, SBI…

5. Market Scenario
• The two-wheeler market in India - biggest
contributor to the automobile industry - size of
Rs.100,000 million.
• The two-wheeler market in India - 3 types of
vehicles - motorcycles, scooters, and mopeds
• Prediction segment expansion : 20 million units per
annum in 10 yrs - twice the present volume

6. • Increase in the Indian market size =
Bad Roads + technical innovation (mileage)
• India, is the second largest producer of two-
wheelers in the world
• The country stands next to China and Japan in
terms of production and sales respectively.

7. Factors affecting Two-wheeler sales in India
• Increase in credit and financing for auto
vehicles i.e. Two-wheeler loans and financing
has been on the rise
• Fuel Efficiency
• Due to opportunities offered by multinationals
the incomes of individuals have increased
• Delay in initiation of Mass Transport System – It’s
a low cost transport medium

8. Automobile Industry in India

10. Key Players
Major Players :
• Hero Honda Motors Ltd (HHML)
• Bajaj Auto Ltd (Bajaj Auto)
• TVS Motor Company Ltd (TVS).

11. Other Players
• Kinetic Motor Company Ltd (KMCL)
• Kinetic Engineering Ltd (KEL)
• LML Ltd (LML)
• Yamaha Motors India Ltd (Yamaha)

12. • Majestic Auto Ltd (Majestic Auto)
• Royal Enfield Ltd (REL)
• Honda Motorcycle & Scooter India (P) Ltd
(HMSI)

13. New Entrants
• BMW
• Harley Davidson
• Mahindra

14. Hero Honda
• The company is a joint venture between
India's Hero Group and Honda Motor
Company, Japan that began in 1984.
• Hero Honda Motors Ltd. is the world's largest
manufacturer of two – wheelers, based in
India.
• Three Manufacturing plants at Dharuheda,
Gurgaon and latest at Haridwar

15. • Every 30 seconds, someone in India buys Hero
Honda's top-selling motorcycle – Splendor.
• Bikes ranging from 100 cc bike (splendor) to
225 cc Karizma
• Bikes like CBZ, Glamour, CD Deluxe, Passion,
Achiever, HUNK also in the market

16. • Total turnover of Rs. 5161.66 crores for the
third quarter (October-December 2010) of
FY’11
• It shows the growth of over 34.44 per cent
over the corresponding period in the last
fiscal (October-December 2009) of FY’ 10.

17. Market share of Hero Honda

18. Latest sales figure of bike
manufacturers

19. Hunk

20. All new Muscle HUNK
• Launched in 2007
• Was launched in 150 cc category
• Has stiff competition with Pulsar 150,
Apache, Unicorn
• Is being re-launched with some technical
advancements.

21. Brand Personality
• All new MUSCLE HUNK gives it a Macho image
• All Raised Rear fender gives an image of a leopard
which signifies speed and ferociousness
• Large fuel tank, dazzling head light with dashing
visor gives an image of a bull which symbolises
Power, Strength and Vigour

22. • Logo of the brand is bull
• Tagline “No one messes with it” gives an
aggressive image
• Stylish and cutting edge technology

23. Target Group
Youth aged between 19-30
years of age

24. Psychographics of T.G
• Macho personality
• Adventurous
• Sporty
• Loves to work out
• Likes to get attention
• Strong determination
• Watches WWE, F1, RUGBY..

25. • Meticulous
• Stylish
• Reliable
• Wild
• Free spirited
• Aggressive
• Hard rock listener

26. Demographics
• Age – 19 to 30 yrs
• Male
• Graduation students
• Post Graduation student
• Employed bachelors

27. Strength :
S.W.O.T
• Stylish looks
• Better Mileage
• A fuel efficient and powerful Advanced
Tumble Flow Induction (ATFI) Technology
engine
• Gas charged, adjustable rear shock absorber,
for first time in Hero Honda Bike.

28. • It has a stepped seat and rear set foot pegs,
which gives the rider a sporty stance without
sacrificing comfort
• Pick-up is good as compared to other 150 cc
bikes
• Low maintenance

29. Weakness
• No kick start model available in the market
• Positioning of the brand

30. Opportunity
• Brand name of Hero Honda
• Design a new bike of 180 cc to complete
with pulsar 180
• Growing Two-wheeler market in India
• Exports

31. Threat
• Internal competition from other bikes from
Hero Honda
• External competition from Pulsar and Apache
• Corporate brand has taken over the line
brand in terms of advertising
• Pulsar 180 cc available for Rs. 2000 more

32. Comparison Table
Particulars Hunk Pulsar 150 Apache 160 rtr
Mileage 45-50 km/L 40-46 km/L 40-45 km/l
Engine 14.2 Ps @8500 14.09 Ps at 15.2 @8500RPM
rpm and powers 8500rpm and
12.98 Nm torque 12.76 torque at
at 6500 rpm 6500 rpm
Maintenance Low maintenance High Nominal costs
cost cost maintenance cost
Weight 150 kg 145 kg 136 kg
Price Rs. 73,000 Rs. 72,000 75,000

33. Research Conducted :
Qualitative
• Age : 20 – 45 yrs
• Respondents were peer groups, friends,
Showroom salesmen, Dealers and Internet
• Suggestions were also given by the
respondents

34. Research results
Important Perimeters :
• Re-sale value & price of the spare parts
• After sale services
• Mileage & Price
• Brand
• Comfort
• Looks

35. • Opinion Leaders i.e.Geeks
• Reviews, blogs & forums
• Advertisement affect the sales of the bike

36. Scope for Improvement
• HH should work on to reduce the weight of
this bike without affecting the safety aspect
as well as aesthetical beauty of this bike
• Gearing system as mentioned above should
be improved. Locate neutral gear at the
extreme end.

37. • Turning radius is the very high, short turn is
problem with this bike
• Provide seat height adjustment so that the
personnel can adjust the height as per their
comfort
• Helmet lock which is provided at sari guard
needs design improvement so that apart
from helmet one can lock his bag or
language in it

38. • Locking & unlocking of seat should be
trouble free. Just like it is available for
scooters seat
• Provide little bit of more space below the
seat so that it can be utilized to storage

39. • Give price discounts during festive seasons
• Increase Visibility of the product

40. Present Positioning
• Bull Symbol not connecting well with the
target audience
• The present advertisement campaign does
not lure the Target Audience
• Lack of advertising
• Less visibility

41. New Strategy
• Design a message for the product
• More Advertising activities
• To connect with the Target Audience
• To project it as “it’s just not a bike but a way
of living”
• Increase the visibility

42. Budget Allotted
Rs 4 crores for 1 year
From May 2011-April 2012
In Delhi & NCR region

43. G-6 Solution
Print Events
Radio Outdoor
Online

44. Action
College campuses :
• Demonstrating the product in various college campuses
across Delhi & NCR
• The HUNK van moving all across Delhi & NCR
• Showcasing the product in various malls and shopping
centers and organizing fun games

45. Budget Allocation
• Product demonstration in various campuses
20,000 * 20 = 4,00,000
• Organizing contests and games in various
malls & markets = 1,00,000 * 20 = 20,00,000
• Cost of Hunk Van = 10,00,000

46. Cinema
• Promotion in cinemas during upcoming
Action Flicks like Death Race 2,
Transformers 3, Pirates of the Caribbean,
RA.ONE, Don 2 and Agent Vinod
• Product demonstration and hoardings for
the opening week
= 30,000 * 3 * 6 * 6 = 32,40,000

47. HUNK in the Town
• Organizing the event at one college for 1
days each = 1,50,000 * 20 = 30,00,000
• Booking the venue for the final
= 4,00,000 * 2 = 8,00,000
• Decorating the venue & Stage
= 10,00,000 * 2 = 20,00,000
• Refreshments & water
= 2,00,000

48. • Gifts and Prizes
= 10,00,000
• Miscellaneous cost
= 5,00,000
Total Cost
= Rs 75,00,000

49. Outdoor Advertising
• Hoardings Promoting “Hunk in the Town” in
various college campuses and shopping places
like Vasant Vihar (Priya), Saket (Anupam),
Lajpat Nagar, Sarojini Nagar and Bus Stops
= 20,00,000
• Hoardings at Bus Stops and Metro
= 25,00,000

50. • Hoardings and posters across various Gyms
in Delhi & NCR
= 25,000 * 20 = 5,00,000
• Bikes standing in Cafe Morrison and Hard
Rock café on Saturday live performances
= 40,000 * 2 * 15 = 12,00,000

51. Radio
• RJ’s talking about the Hunk and Hunk in the
town contest
• Advertisement along with the Tag line :
“It’s just not a bike but a way of living”
• Giving new schemes and offers during
Festivals like Diwali, Holi

52. Budget Allocation
Channel Inserts Week Duration Cost / 10 Total Cost
Sec
Radio 21/day 15 15 sec 600 19,84,500
City
Fever 21/day 15 15 sec 700 23,15,250
FM
Total 42,99,750

53. Online
• Facebook updates and discussions
• Website maintenance
• Query and support system
• Brand merchandise (helmet, gloves, jackets)
contest
• Two wheeler forums
• Feedback and response

54. Print- Newspaper
Publication Insert Rate/s Language Type Col*cm Cost
TOI 2 4500 English CLR 240 21,60,000
HT 8 2500 English CLR 240 36,00,000
Dainik 2 2000 Hindi CLR 240 9,60,000
Jagran
NB Times 3 1500 Hindi CLR 240 10,80,000
Total 78,00,000

55. Magazines
Publication Insert Type Cost / Ad Cost
Top Gear 3 Full-page 1,25,000 3,75,000
CLR
Men’s health 2 Full-page 80,000 1,60,000
CLR
Over drive 2 Full-page 1,00,000 2,00,000
CLR
India Today 2 Full-page 4,50,000 9,00,000
CLR
Total 16,35,000

56. Media Plan

57. Medium May Jun July Aug Sep Oct Nov Dec Jan Feb Mar Apr
Outdoor
* * * * * * *
Print * * * *
Radio * * * * *
Event * * * * * * *
Online * * * * * * * * * * * *
Van * * * * * *
Cinema * * * * * *

58. Budget

59. Particulars Cost
Events 87,00,000
Outdoor hoardings & 74,00,000
Demonstration
Radio 43,00,000
Magazines 16,35,000
News paper 78,00,000
Cinema 32,40,000
Moving van 10,00,000
Online 5,00,000
Total 3,45,75,000

60. Acknowledgment
• GOD
• Prof. Ramola Kumar
• Rupanjali Lahiri
• Sanjeev Mishra
• Dharam Arora
• Pashupati Motors
• Kukreja Motors
• Respondents
• Friends