Advertising AgencyAgency Profile:•Provides breakthrough strategy and programming that delivers valuable results to our cli...
Objective & Mission• Q-6 builds brand equity and protectsreputations during the highest-stakes globalcommunication challen...
Clients & ServicesWe are serving the both Public & Private sectors from several years.We have clients like Rasna, Hero Hon...
Market Scenario• The two-wheeler market in India - biggest  contributor to the automobile industry - size of  Rs.100,000 m...
• Increase in the Indian market size = Bad Roads + technical innovation (mileage)• India, is the second largest producer o...
Factors affecting Two-wheeler sales in India• Increase in credit and financing for auto  vehicles i.e. Two-wheeler loans a...
Automobile Industry in India
Key PlayersMajor Players :• Hero Honda Motors Ltd (HHML)• Bajaj Auto Ltd (Bajaj Auto)• TVS Motor Company Ltd (TVS).
Other Players• Kinetic Motor Company Ltd (KMCL)• Kinetic Engineering Ltd (KEL)• LML Ltd (LML)• Yamaha Motors India Ltd (Ya...
• Majestic Auto Ltd (Majestic Auto)• Royal Enfield Ltd (REL)• Honda Motorcycle & Scooter India (P) Ltd  (HMSI)
New Entrants• BMW• Harley Davidson• Mahindra
Hero Honda• The company is a joint venture between  Indias Hero Group and Honda Motor  Company, Japan that began in 1984.•...
• Every 30 seconds, someone in India buys Hero  Hondas top-selling motorcycle – Splendor.• Bikes ranging from 100 cc bike ...
• Total turnover of Rs. 5161.66 crores for the  third quarter (October-December 2010) of  FY’11• It shows the growth of ov...
Market share of Hero Honda
Latest sales figure of bike     manufacturers
Hunk
All new Muscle HUNK• Launched in 2007• Was launched in 150 cc category• Has stiff competition with Pulsar 150,  Apache, Un...
Brand Personality• All new MUSCLE HUNK gives it a Macho image• All Raised Rear fender gives an image of a leopard  which s...
• Logo of the brand is bull• Tagline “No one messes with it” gives an  aggressive image• Stylish and cutting edge technology
Target GroupYouth aged between 19-30       years of age
Psychographics of T.G•   Macho personality•   Adventurous•   Sporty•   Loves to work out•   Likes to get attention•   Stro...
•   Meticulous•   Stylish•   Reliable•   Wild•   Free spirited•   Aggressive•   Hard rock listener
Demographics•   Age – 19 to 30 yrs•   Male•   Graduation students•   Post Graduation student•   Employed bachelors
Strength :              S.W.O.T• Stylish looks• Better Mileage• A fuel efficient and powerful Advanced  Tumble Flow Induct...
• It has a stepped seat and rear set foot pegs,  which gives the rider a sporty stance without  sacrificing comfort• Pick-...
Weakness• No kick start model available in the market• Positioning of the brand
Opportunity• Brand name of Hero Honda• Design a new bike of 180 cc to complete  with pulsar 180• Growing Two-wheeler marke...
Threat• Internal competition from other bikes from  Hero Honda• External competition from Pulsar and Apache• Corporate bra...
Comparison TableParticulars    Hunk              Pulsar 150        Apache 160 rtrMileage        45-50 km/L        40-46 km...
Research Conducted :              Qualitative• Age : 20 – 45 yrs• Respondents were peer groups, friends,  Showroom salesme...
Research resultsImportant Perimeters :•   Re-sale value & price of the spare parts•   After sale services•   Mileage & Pri...
• Opinion Leaders i.e.Geeks• Reviews, blogs & forums• Advertisement affect the sales of the bike
Scope for Improvement• HH should work on to reduce the weight of  this bike without affecting the safety aspect  as well a...
• Turning radius is the very high, short turn is  problem with this bike• Provide seat height adjustment so that the  pers...
• Locking & unlocking of seat should be  trouble free. Just like it is available for  scooters seat• Provide little bit of...
• Give price discounts during festive seasons• Increase Visibility of the product
Present Positioning• Bull Symbol not connecting well with the  target audience• The present advertisement campaign does  n...
New Strategy• Design a message for the product• More Advertising activities• To connect with the Target Audience• To proje...
Budget Allotted  Rs 4 crores for 1 yearFrom May 2011-April 2012  In Delhi & NCR region
G-6 SolutionPrint                   EventsRadio                  Outdoor          Online
ActionCollege campuses :• Demonstrating the product in various college campuses  across Delhi & NCR• The HUNK van moving a...
Budget Allocation• Product demonstration in various campuses  20,000 * 20 = 4,00,000• Organizing contests and games in var...
Cinema• Promotion in cinemas during upcoming  Action Flicks like Death Race 2,  Transformers 3, Pirates of the Caribbean, ...
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 ...
• Gifts and Prizes  = 10,00,000• Miscellaneous cost  = 5,00,000  Total Cost  = Rs 75,00,000
Outdoor Advertising• Hoardings Promoting “Hunk in the Town” in  various college campuses and shopping places  like Vasant ...
• Hoardings and posters across various Gyms  in Delhi & NCR  = 25,000 * 20 = 5,00,000• Bikes standing in Cafe Morrison and...
Radio• RJ’s talking about the Hunk and Hunk in the  town contest• Advertisement along with the Tag line :  “It’s just not ...
Budget AllocationChannel   Inserts   Week   Duration   Cost / 10   Total Cost                                      SecRadi...
Online• Facebook updates and discussions• Website maintenance• Query and support system• Brand merchandise (helmet, gloves...
Print- NewspaperPublication   Insert   Rate/s   Language   Type   Col*cm   CostTOI           2        4500     English    ...
MagazinesPublication    Insert   Type        Cost / Ad   CostTop Gear       3        Full-page   1,25,000    3,75,000     ...
Media Plan
Medium    May   Jun   July   Aug   Sep   Oct   Nov     Dec   Jan   Feb     Mar     AprOutdoor                 *      *    ...
Budget
Particulars           CostEvents                87,00,000Outdoor hoardings &   74,00,000DemonstrationRadio                ...
Acknowledgment•   GOD•   Prof. Ramola Kumar•   Rupanjali Lahiri•   Sanjeev Mishra•   Dharam Arora•   Pashupati Motors•   K...
Brand Presentation for Hero Honda Hunk
Brand Presentation for Hero Honda Hunk
Brand Presentation for Hero Honda Hunk
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Brand Presentation for Hero Honda Hunk

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

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Brand Presentation for Hero Honda Hunk

  1. 1. Advertising AgencyAgency Profile:•Provides breakthrough strategy and programming that delivers valuable results to our clients.•Clients hire us to win.
  2. 2. Objective & Mission• Q-6 builds brand equity and protectsreputations during the highest-stakes globalcommunication challenges of the digital age.• Established in the year 1996. Our mission isnot just to provide services to you butinnovative Advertising solutions in building theaffluent image in your concerned industry.
  3. 3. Clients & ServicesWe are serving the both Public & Private sectors from several years.We have clients like Rasna, Hero Honda, Vaseline MEN, HUL, ICICI, NTPC, SBI…
  4. 4. 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
  5. 5. • 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.
  6. 6. 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
  7. 7. Automobile Industry in India
  8. 8. Key PlayersMajor Players :• Hero Honda Motors Ltd (HHML)• Bajaj Auto Ltd (Bajaj Auto)• TVS Motor Company Ltd (TVS).
  9. 9. Other Players• Kinetic Motor Company Ltd (KMCL)• Kinetic Engineering Ltd (KEL)• LML Ltd (LML)• Yamaha Motors India Ltd (Yamaha)
  10. 10. • Majestic Auto Ltd (Majestic Auto)• Royal Enfield Ltd (REL)• Honda Motorcycle & Scooter India (P) Ltd (HMSI)
  11. 11. New Entrants• BMW• Harley Davidson• Mahindra
  12. 12. Hero Honda• The company is a joint venture between Indias Hero Group and Honda Motor Company, Japan that began in 1984.• Hero Honda Motors Ltd. is the worlds largest manufacturer of two – wheelers, based in India.• Three Manufacturing plants at Dharuheda, Gurgaon and latest at Haridwar
  13. 13. • Every 30 seconds, someone in India buys Hero Hondas 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
  14. 14. • 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.
  15. 15. Market share of Hero Honda
  16. 16. Latest sales figure of bike manufacturers
  17. 17. Hunk
  18. 18. 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.
  19. 19. 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
  20. 20. • Logo of the brand is bull• Tagline “No one messes with it” gives an aggressive image• Stylish and cutting edge technology
  21. 21. Target GroupYouth aged between 19-30 years of age
  22. 22. Psychographics of T.G• Macho personality• Adventurous• Sporty• Loves to work out• Likes to get attention• Strong determination• Watches WWE, F1, RUGBY..
  23. 23. • Meticulous• Stylish• Reliable• Wild• Free spirited• Aggressive• Hard rock listener
  24. 24. Demographics• Age – 19 to 30 yrs• Male• Graduation students• Post Graduation student• Employed bachelors
  25. 25. 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.
  26. 26. • 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
  27. 27. Weakness• No kick start model available in the market• Positioning of the brand
  28. 28. 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
  29. 29. 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
  30. 30. Comparison TableParticulars Hunk Pulsar 150 Apache 160 rtrMileage 45-50 km/L 40-46 km/L 40-45 km/lEngine 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 rpmMaintenance Low maintenance High Nominal costscost cost maintenance costWeight 150 kg 145 kg 136 kgPrice Rs. 73,000 Rs. 72,000 75,000
  31. 31. Research Conducted : Qualitative• Age : 20 – 45 yrs• Respondents were peer groups, friends, Showroom salesmen, Dealers and Internet• Suggestions were also given by the respondents
  32. 32. Research resultsImportant Perimeters :• Re-sale value & price of the spare parts• After sale services• Mileage & Price• Brand• Comfort• Looks
  33. 33. • Opinion Leaders i.e.Geeks• Reviews, blogs & forums• Advertisement affect the sales of the bike
  34. 34. 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.
  35. 35. • 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
  36. 36. • 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
  37. 37. • Give price discounts during festive seasons• Increase Visibility of the product
  38. 38. 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
  39. 39. 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
  40. 40. Budget Allotted Rs 4 crores for 1 yearFrom May 2011-April 2012 In Delhi & NCR region
  41. 41. G-6 SolutionPrint EventsRadio Outdoor Online
  42. 42. ActionCollege 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
  43. 43. 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
  44. 44. 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
  45. 45. 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
  46. 46. • Gifts and Prizes = 10,00,000• Miscellaneous cost = 5,00,000 Total Cost = Rs 75,00,000
  47. 47. 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
  48. 48. • 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
  49. 49. 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
  50. 50. Budget AllocationChannel Inserts Week Duration Cost / 10 Total Cost SecRadio 21/day 15 15 sec 600 19,84,500CityFever 21/day 15 15 sec 700 23,15,250FMTotal 42,99,750
  51. 51. Online• Facebook updates and discussions• Website maintenance• Query and support system• Brand merchandise (helmet, gloves, jackets) contest• Two wheeler forums• Feedback and response
  52. 52. Print- NewspaperPublication Insert Rate/s Language Type Col*cm CostTOI 2 4500 English CLR 240 21,60,000HT 8 2500 English CLR 240 36,00,000Dainik 2 2000 Hindi CLR 240 9,60,000JagranNB Times 3 1500 Hindi CLR 240 10,80,000Total 78,00,000
  53. 53. MagazinesPublication Insert Type Cost / Ad CostTop Gear 3 Full-page 1,25,000 3,75,000 CLRMen’s health 2 Full-page 80,000 1,60,000 CLROver drive 2 Full-page 1,00,000 2,00,000 CLRIndia Today 2 Full-page 4,50,000 9,00,000 CLRTotal 16,35,000
  54. 54. Media Plan
  55. 55. Medium May Jun July Aug Sep Oct Nov Dec Jan Feb Mar AprOutdoor * * * * * * *Print * * * *Radio * * * * *Event * * * * * * *Online * * * * * * * * * * * *Van * * * * * *Cinema * * * * * *
  56. 56. Budget
  57. 57. Particulars CostEvents 87,00,000Outdoor hoardings & 74,00,000DemonstrationRadio 43,00,000Magazines 16,35,000News paper 78,00,000Cinema 32,40,000Moving van 10,00,000Online 5,00,000Total 3,45,75,000
  58. 58. Acknowledgment• GOD• Prof. Ramola Kumar• Rupanjali Lahiri• Sanjeev Mishra• Dharam Arora• Pashupati Motors• Kukreja Motors• Respondents• Friends

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