This document discusses a marketing plan for introducing a CNG-fueled motorcycle called the Honda Eco Bike in India. It begins with an introduction to CNG as an alternative fuel and current CNG vehicle usage. A market analysis is then presented, including the results of a survey that found many people are willing to purchase a CNG bike due to cost and environmental benefits. The document goes on to discuss market segmentation, targeting, positioning, and the marketing mix - including product details, pricing, placement, and promotion strategies. A SWOT analysis is also provided. The overall goal is to penetrate the market with an affordable, environmentally-friendly motorcycle.

2. T A B L E O F C O N T E N T
1.ABOUT CNG
2.MARKET ANALYSIS
3.MARKET SEGMENTATION
4.TARGETING
5.POSITIONING
6.SWOT ANALYSIS
7.MARKETING MIX
8.MARKETING STRATEGY

3. A B O U T C N G
 Most viable alternate fuel for automobile
companies in the near future
 Throughout the world there are 9.6 million
vehicles running on CNG
 CNG is environment friendly; economic,
availability is in abundance and high in calorific
value
 Transports fitted with a CNG kit are already
running in cities like New Delhi, Mumbai and
Hyderabad

4. MARKET ANALYSIS

5. Market analysis
 Data collection through questionnaires
distributed in
1. Men’s compartment in local trains
2. Parking lots
3. Questionnaires distributed on BBM and
whatsApp
We found out the following results:

6. People who own bike
59%
41%
yes
no

7. Expenditure on petrol per
month
10%
35%
35%
20%
200-500
500-800
800-1200
1200 & above

8. Preference for fuel
50%
35%
15%
Sales
cng &petrol
petrol
cng

9. Willingness to buy a bike
30%
70%
yes
no

10. Willingness and ability to buy CNG
fuelled bike
70%
25%
5%
60k-70k
70k-80k
80k-90k

11. How will a CNG bike be
perceived
0
75
25
Sales
bad
good
excellent

12. Other important findings
 People between income groups of 1.25 to 5
lakhs were willing to buy a bike with a CNG
and petrol variant.
 6. 55% out of the total people who were
surveyed wanted cost saving bike. 25%
people wanted style. 50% people looked for
speed.

13. Economic Analysis
 C O S T B E N I F I T :

14. CONTD..
 Environment friendly
 Flexibility and ease of use.

15. Technical analysis :-
 The Maintenance Advantage.
 Intervals between tune-ups for natural gas
extended 30,000 to 50,000 miles.
 Environmentally clean advantage
 CNG makes the engine run quieter.

16. CONTD..
 CNG tanks require storage space.
 CNG Filling stations have limited availability.
 It produces 15% low power than that of petrol

17. M A R K E T
S E G M E N T A T I O N
 GEOGRAPHIC : States like
Maharashtra, Delhi, Banglore, Gujarat as well
as other rural areas.
 DEMOGRAPHIC : Males between the age of
25 to 50 with an income of 300000 and above.
Also people having travelling intensive jobs or
occupation.
 PSYCHOGRAPHIC : Middle class
 BEHAVIOURAL : People who are of
economical nature and have a good usage
rate of bikes.

18. T A R G E T
A U D I E N C E :-
 Males in the age of 25 yrs to 50 yrs
 People who are on the go, who have travel
intensive jobs.
 Restaurants who have delivery systems.
 Overall - middle class males who use bikes
frequently for all their daily chores.
 TARGETING STRATEGY:- Undifferentiated
targeting

19. P O S I T I O N I N G :-
Cost saving and eco-friendly

20. M A R K E T I N G
M I X

21. P R O D U C T :-
1.Product name: HONDA ECO BIKE
2.Product variants:
a. CNG model
b. Petrol and CNGmodel
3. Tagline: GO GREEN..FOLLOW THE
CHANGE

24. PRODUCT SPECIFICATION
 Engine Type - 4 Stroke ,Single Cylinder, Air cooled.
 Max Speed -85km/h.
 Max Power -7.4kw at 8500r/min.
 Brakes/Front – Disk.
 Brakes/Rear – Drum.
 Start System - Electric / Kick.
 Tire Size/Front - 2.75-18.
 Tire Size/Rear - 3.00-18.
 Wheel Material – Aluminium.
 Length*Width*Height - 1950*720*1165.
 Wheelbase -1280mm.
 Dry Weight - 130kg.
 Max Loading Weight - 130kg.
 Fuel Capacity - 13.0L.
 CNG Capacity – 3 kg.

25. PRODUCT BENEFITS
 The driving experience:
 Cost
 Air quality
 Reducing reliance on foreign oil
 Extra mileage

26. P R I C E :-
1.Price for CNG model: 65000
2.Price for CNG and petrol model: 75000
3. strategy – RAPID Market penetration strategy.

27. P L A C E :-
1.Using own channels of distribution
2.SBI has 13000 outlets and PNB has 6429
outlets across India(for rural areas)
3.Honda has 1577 touch points all over India. It
has an army of 452 dealers where urban rural
break-up is 254 and 198 respectively

28. P R O M O T I O N :-
1.Hoarding and poster all over country: - 3
crores
2.Social media promotions: - 60000 for 3 months
3.TV ads: - 4 crores
4.Magazine :- 1 crore
5.News paper ads: - 30 lakhs
6.ECO–rally go green: 1 Lakh

30. S W O T
A N A L Y S I S :-
STRENGTHS:
1.products benefits like cost saving, eco
friendly, tax exemption which will attract a lot of
customers.
2. Brand name Honda
3. Strong distribution channel

31. WEAKNESS
1. Technical constraints such as low pick
up, product design hampered by fitting
a CNG tank, product weight
increased.
3. Increase in purchase cost.
4. Limited availability of CNG in some

32. THREATS:
1. CNG price uncertainty in future.
2. Introduction of new technology such as bikes
using water as fuel.

33. OPPORTUNITIES:
1. Increase in gasoline price
2. Inflation
3. Increase in pollution due to the gasoline
emissions.

34. T H A N K
Y O U