Honda in their Strategic Marketing

1. HONDA

2. INTRODUCTION

3. Particulars Details
Founder • Soichiro Honda
• Takeo Fujisawa
Headquarters • Minato
• Tokyo
• Japan
Country of origin • Hamamatsu
• Japan
Revenue Growth
(USD)
• $128 Billions
(2016 to May,2017)
Profit $1.8 Billion

5. Soichiro Honda establishes
Honda Technical Research
Institute in Yamashita-cho,
Hamamatsu-city to research and
produce manufacturing
equipment and internal
combustion engines. (1945)
1940 - 1949
Honda begins manufacturing
power products, its first general-
purpose engine, the Type H.
(1953)
American Honda Motor Co.,
Inc., is established in Los
Angeles, U.S. (1959)
1950 - 1959
The S360, T360 and S500 ,
Honda's first automobiles, are
introduced at Ninth Tokyo
Motor Show
1960 - 1969

6. Honda launches the Civic,
which evolved into the world's
standard.
Honda launches ME engine
series, million-selling engines
which laid the foundation of
power product business
1970 - 1979
Honda announces the
Electro Gyrocator, the
world's first car navigation
system. (1981)
Accord is best-selling
passenger car in the U.S. for
1989
1980 - 1989
Honda attains milestone of
20 million Super Cub
motorcycles produced.
(1992)
(highest among motorcycle
brands worldwide)
1990 - 1999

7. Companies create product lines as a marketing
strategy to capture sales of consumers already
buying the brand.
Product lines allow companies to reach regions
and socioeconomic groups, sometimes
worldwide.
Companies add new items to their product lines,
sometimes referred to as a product-line extension, to
introduce brands to new customers
A product line is a group of related products under
a single brand sold by the same company.
PRODUCT LINE

8. PRODUCT LINE - HONDA
Automobiles
Two-Wheelers
Power Products
Aviation

9. LENGTH OF PRODUCT LINE
01
02
03
04
The decision of a product line and its length
(that is the number of products offered) is
quite a strategic decision and is part of a
firm’s competitive marketing strategy.
Effective way of usually
growing a firm’s business is to
expand its product range and
develop products for existing
channels and existing target
markets.
A firm will usually have more than
one product in a product line and
offer variations of a product.
 The key decision that a firm needs to
make is the length of its product line.
That means, how many products variety
should the firm offer. Generally, a firm
looks to increase the product line length
–The number of similar products offered.

10. Portable
Generators
INVERTER
- EU9iGB
- EU9iGP
- EU26i
- EUSSis
CYCLO CONVERTER
- EX6
- EX22
Engines
COMMERCIAL
- GX Series
- iGX440
- V Twin Series
HOME USE
- GC160
- GP160/200
OUTBOARD ENGINES
- Honda 4 Stroke
- BLAST
LENGTH OF PRODUCT LINE-HONDA

11. WIDTH OF PRODUCT LINE
01
02
03
04
 Companies often diversify and
have a wide product portfolio
which is known as product
width.
 Mostly these brands carry the
name of their parent brand and
have their own unique name and
identity so that the brand cam be
easily identified.
 Some businesses have numerous
product lines (even thousands)
and the actual number of
different product lines they have
is what defines the product
width
 The products a business produces are
separated into different categories.

12. AVIATION
TWO-WHEELERS
AUTOMOBILE
POWER PRODUCTS
WIDTH
OF
PRODUC
T
LINE
WIDTH OF PRODUCT LINE - HONDA

13. 01
02
03
04
 Number of Version offered of
each product in the line.
 Assortment of size, color and
models offered in item of a
product line.
 The vehicle manufacturer’s 3-
series in the car product line
may be offered in several
versions: convertible, coupé,
sedan, and so further.
DEPTH OF PRODUCT LINE
 The amount of sub-products offered
by a business within a particular line
of products. Increasing a
company's product depth can involve
adding new, related products to an
existing product line or increasing the
number of varieties of a product.

14.  Version
 1000cc,900cc,600cc,500cc,350cc,300cc,250cc,
150cc
 Engine Type
 Single-cylinder, Two –Cylinder, Four- cylinder
 Colors
 Sports Red, Jazzy Blue Metallic, Candy Palm
Green
 Brakes
 Service brakes, Disc Brake, Drum Brake
 Tyre & Wheel
 All Terrain Tyre, Stock Tyre, Touring Tyre, Sporty
Tyre
DEPTH OF PRODUCT LINE –FIRE BLADE

15. PRODUCT MIX
01
02
03
04
 The total range of products
offered by a company.
 A range of associated products
that yields larger sales revenue
when marketed together than if
they were marketed individually
or in isolation from others.
 The term ‘product mix’ implies
all the products offered by a firm
for sale. It may consist of one
line products or several allied
product lines.
 Product mix has two
important aspects—width and
line length. Width of the
product mix is measured by
the number and variety of
product lines offered by a
firm.

16. Automobiles Motor-Bikes
Power
Products
Aviation
1. Portable
Generators
2. Water Pump
Sets
3. Engines
4. Lawn Mowers
5. Brush Cutters
6. Rotary Tiller
7. Backpack
Sprayer
1. Current Model
2. Jointly
Developed
3. Concept
Vehicles
4. Racing Vehicles
5. Commercial
Light Trucks
6. Electric &
Alternatives
Fuel
1. Mopeds &
Light
Motorcycles
2. Motorcycle
3. Off-Road
Models
4. Dual – Purpose
5. Motocross
6. Scooters
7. Racing Models
8. All terrain
Vehicles
1. Light Business
Jet
PRODUCT MIX WIDTH
P
R
O
D
U
C
T
L
I
N
E
L
E
N
G
T
H
PRODUCT MIX & PRODUCT LINE - HONDA

17. Motorcycle
- CB Series
- CBR Series
- CM Series
- CRF Series
- GL Series
- Valkyrie
- VTX Series
Scooters
- Honda Elite
- Honda Joker
- Honda Juno
- Honda NH Series
- Honda Reflex
- Honda Ruckus
- Honda Silver Wing
HONDA MOTORBIKES

18. Current Models
- Honda Jazz
- Honda City
- Honda Civic
- Honda Accord
- Honda HR-V
- Honda We-v
- Honda Mobilio
- Honda Jade
- Honda Grace
- Honda Freed
Racing Models
- 1964 RA271
- 1965 RA272
- 1966 RA273
- 1967 RA300
- 1968 RA301
- 2006 RA106
- 2007 RA107
- 2008 RA108
- 2016 RA160
HONDA AUTOMOBILES

19. Light Business Jet
- N 420 (EZ)
HONDA AVIATION

20. HONDA’S MARKETING STRATEGIES
Focus on Factory Flexibility
 STRATEGY 5
Don’t Globalize, Localize
 STRATEGY 1
Huge dealership network
across the globe.
 STRATEGY 3
Increasing brand visibility
through power products.
 STRATEGY 2
Put Engineer in the hot
seat.
 STRATEGY 4

21. THANK YOU