Honda Cars India Ltd is a leading manufacturer of premium cars in India. It produces several models like Honda Brio, Honda Amaze, Honda Jazz, Honda City, Honda Mobilio and Honda CR-V. It has a strong sales and distribution network across India. Its main competitors are Maruti Swift Dzire, Tata Zest, Hyundai Xcent, and Toyota Etios. Honda targets middle-class families earning Rs. 6-8 lakhs annually. It segments the market and matches models to customer needs. Marketing strategies include competitive pricing, extensive promotions and advertisements, and a wide dealer network for purchase and after-sales support.

1. CONSUMER BEHAVIOR
&
MARKETING STRATEGIES
 Pulkit Jain (158)
 Vivek Dangi (146)
 Harsh Kamboj (159)
 Rohit Agarwal (127)

2. Consumer
Behavior

3. About Company
Honda Cars India Ltd., (HCIL) is a leading manufacturer of premium cars
in India.The company was established in 1995 with a commitment to
provide Honda’s latest passenger car models and technologies, to the
Indian customers.The company is a subsidiary of Honda Motor Co. Ltd.,
Japan.
The company’s product range includes Honda Brio, Honda Amaze,
Honda All New Jazz, Honda City, Honda Mobilio and Honda CR-V
which are produced at the Greater Noida facility. Honda’s models are
strongly associated with advanced design and technology, apart from
the established qualities of durability, reliability and fuel-efficiency.
Honda Cars India Ltd.,(HCIL) has a strong sales and distribution network
spread across the country.The network includes 295 authorised dealership
facilities in 188 cities. HCIL dealerships are based on the "3S Facility"
format, offering complete range of Sales, Service and Spares services to its
customers.

4. Competitors
Maruti Swift Dzire
Tata Zest
Hyundai Xcent
Toyota Etios

5. CompetitiveAdvantages

6. Conditio
n
 Excellent branding,
advertising and after sales
servicing .
 High brand equity and brand
loyalty amongst customers.
 Eco-friendly Honda Civic
hybrid enhanced the brand
image.
 Production System that is
refined over the years along
with High and powerful
research and development
R&D.
 Cost structure of Honda is
high as compare to other
automobile manufacturers.
 Caters to only the upper
middle segment which
limits the customer base.
 Honda has to recall a few
of their models for
corrective measures which
caused a lot of hue and
cry.
WeaknessStrength
SWOT ANLAYSIS

7. Conditions
(cond..)
 Developing hybrid cars
and fuel efficient cars for
the future
 Tapping emerging markets
across the world and
building a global brand
 Fast growing automobile
market
 Government policies for
the automobile sector
across the world
 Ever increasing fuel prices
 Intense competition from
global automobile brands
 Substitute modes of public
transport like buses, metro
trains etc
ThreatsOpportunities
SWOT ANLAYSIS

8. Consumers
 Middle class family who having annual income
between 6-8 lakhs.
 Nuclear families who having 4-5 members.
 Who travels long distance they choose diesel
version.
 Urban areas and semi-rural areas people’s are
buying it.
 Consumers who have knowledge about Engine
Technology that Honda using.

9. Market
Segmentation

10. Market Segmentation
Identify product Related Need sets
• Honda Brio Need of Brio by small family who contain 2-3
members and wants car in low price and doesn’t
need much boot space.
•Honda Amaze Normally preferred by Nuclear families & for
those who
wants best fuel efficiency in diesel sedan.
•Honda City Preferred by upper class & for those who wants
more comfort and more features.
•Honda Mobilio Preferred by middle class families those who

11. Group customerWITH SIMILAR
NEED SETS
•Honda Brio
•Honda Amaze
•Honda City
•Honda
Mobilio
 Female Customers
 hatchback lovers
 Small Families
 Fuel efficiency seekers
 Nuclear families
 Youth
 Businessman
 Entrepreneurs
 Luxury & power enthusiastic
 Large Families
 Who want more Boot space

12. Attractive Target Segment

13.  Product
 Price
 Place
 Distribution
 Promotion

14. Product
 Models: ES,S,SX,VX
 Looks & design
 Powerful Engine, Gearbox and Performance
 Providing 80,000 kms or 3 years extended
warranties
 24x7 Connectivity support for safety, security and
convenience
 Most fuel efficient car in its Segment.

15. Price
 Depends on product models
In Delhi & NCR
Ex showroom for EI DTEC model: 6.4 Lakh*
Ex showroom for SI DTEC model: 7.3 Lakh*
Ex showroom for SX DTEC model:7.8 Lakh*
Ex showroom forVX DTEC model:8.3 Lakh*
 Price depends on RTO of different states and
government polices

16. Place
 Manufacturing Facility:
HSCI’s manufacturing unit : Noida, U.P, and
coming second plant in Rajasthan.
 Capacity: 1,50,000 units annually (2014).
 Strong sales and distribution network : 94
facilities and in 57 cities and 51 Exclusive
Dealership.

17. Promotions
 Promotional activities
 Advertisement
 Majority advertisements come in magazines and
national news papers
 Social welfare programs eco friendly image
which differentiated Honda from the
competitors.
 Festival Offers
 Discounts

18. Distribution
Manufacturer
Dealer
Customer

20. Information
Search

21. Alternative Evaluations
Maruti Swift Dzire Hyundai Xcent
Tata Zest Toyota Etios

22. Purchase Decision
So, consumer choose HONDA AMAZE which fulfill his expectation.

23. • Excellent fuel economy, Nice driving comfort and style.
• Sportier Exterior, more elegant cabin, mileage, built
quality, better NVH lvl,1.5 liter engine
• Great exterior looks - unmatched so far in this segment
• Superb space in a compact sedan. Very comfortable car.
Dashboard is a bit basic but has most of the useful features
built in.• Awesome car A/C is fantastic.... Handling is superb...
Visibility good... (A Fully Loaded compact sedan)
• Good pickup in 1st & 2nd gear
USER EVALUATION

24. Outcomes

25. Individuals
 Transportation
 Comfortable
 Safety
 Status
 Weather

26. Firms
 Growth
 Expansion
 Revenue
 Consumer satisfaction
 Employment

27. Society
 Economy growth
 Government earns income
 Employment
 Business development
 Increase in GDP

28. HONDA AMAZE
ADVERTISMENT
 https://www.youtube.com/watch?v=X1pHRPI
aEfM

29. ANLASYIS OF HONDA AMAZE ADVERTISMENT
 Commercial is showing nuclear family whom are going to
wedding and got stuck in market rush and wants to reach
early
 Honda shows safety in term of seat belt(front & rear both)
while going in speed.
 Honda shows good ground clearance in the term of Indian
roads(speed breakers)
 Honda shows good handling control(less turning radius)
 focus on anti breaking system (abs)
 good suspension in terms of Indian roads
 Honda makes compact car so it can go from narrower roads
also
 Focuses on mileage in Indian consumer behaviorism
and it’s a Indian car concept, consumer is showing attitude
for having this amazing car