Rahul Kaul MBA-BC 2nd year Creative Director: Divya Arora MBA-BC 2nd year Account Manager: Rahul Kaul MBA-BC 2nd year Digital Head: Divya Arora MBA-BC 2nd year Media Head: Rahul Kaul MBA-BC 2nd year Brand Manager: Divya Arora MBA-BC 2nd year Research Head: Rahul Kaul MBA-BC 2nd year

2. BACKGROUND RESEARCH
CATEGORY UNDERSTANDING : 2 WHEELER SEGMENT IN INDIA
• 2nd large manufacturer of 2 wheelers in the world
• 2 wheelers accounted for 76.22% of overall vehicle manufacturing in the country
• Overall growth of 4.3% Two Wheeler industry (as on Dec 2014)
Hero MotoCorp : World's single largest two-wheeler motorcycle company

3. RECENT PERFORMANCE: Losing out to competition
FALLING MARKET SHARE
DIPPING SALES
55.4% (Dec-14)
56.1% (Dec-13)
4.7% Sales (number of units)

4. RECENT PERFORMANCE: Lower profits, growth
PLUMMETING PROFIT MARGINS
OVERALL NEGATIVE GROWTH
1.6% (in 2-Wheeler Segment growth rate)

5. Strength
Legacy of being World’s
largest motorcycle
manufacturer
Indian brand: Hum mein
hain Hero
Extensive
servicing/distribution
network
Weakness
Decreasing profit margins
Losing out to competitors:
foreign brands
Not being perceived as
premium bike expert
Opportunity
Growing Premium market
due to increase in disposable
income
Higher profit margins in
Premium segment
Threat
Fierce competition in
premium category
Foreign brands coming with
superior and advanced
technology
SWOT ANALYSIS

6. COMPETITION MAPPING
Key competitors: Honda, Bajaj
Premium segment : With a lot of new foreign brand entrants; Fierce competition
from players such as Yamaha, Royal Enfield KTM, Suzuki, Kawasaki
Moderate rivalry: A mix of foreign and Indian brands competing across categories of
commuter bikes, sports and premium bikes

7. PERCEPTUAL MAPPING
Hero
Honda
Yamaha
Suzuki
TVS
KTM
Bajaj
Royal Enfield
Motorbikes category
Sports/Perfor
mance
Old-hat
Hero being perceived as
not being technologically
advanced and an expert
only for commuter/city
segment
Based on primary research

8. MARKETING
PROBLEM
BRAND
PROBLEM
• Perception of having lost an innovation focus and technical
superiority after departure from Honda
• Looked upon by consumers as a mid-segment bike manufacturer
• Hero not perceived as sports and premium bike expert
PROBLEM DEFINITION
• Sliding market share in motorcycle segment
• Hero losing sheen in premium segment with
dipping sales figures every quarter
Based on primary and secondary research

9. INSIGHT AND CULTURAL CONTEXT
The Indian Dream

10. Rise in
individualism
Highly
demanding
and harder to
satisfy
Gregarious
social circles
The global
Indian
Multi tasking
mavericks –
The doers
Secret life –
social life
phenomenon
Materialism +
spiritualism
Disintegrating
social structures
The New-age Indian

11. Individualism
within
collectivism
INDIVIDUALISM: Independent and unique
COLLECTIVISM: The Gregarious new-age Indian, My social circle/tribe (not necessarily family)
The dichotomy of the new-age Indian identity

12. I
Me
My
My
Society
“I’m an independent
individual having my strong
opinions and take my own
stands”
“I want to pursue my
ambitions and dreams ”
“I want to live on my own
terms”
“This is the society where I
belong”
“I want to be respected and
find my desirable place in my
the society”
My tribe: A like-minded
social circle/friends not
necessarily family
Iwanttobeme…Inmysociety

13. STRATEGY
“How to power the Indian dream to become a reality?”

14. THE PAST
Taking a look back for lessons and
setting the background right

15. THE ICONIC PAST CAMPAIGNS
DESH KI
DHADKAN
Hero Honda
FILL IT, SHUT IT,
FORGET IT
Focusing on functional
attributes: fuel efficiency,
and economy
Hero Honda
HUM MEIN HAIN
HERO
Hero departing Honda
Individual
campaigns
Splendor, Passion
Karizma etc.
ZIDD
Pushing boundaries in
all avenues of biking :
design, engineering,
riding
Campaign timeline
2010

16. THE PRESENT

17. HIGHLY DEMANDING CURRENT MARKET SCENARIO
• Sliding market share due to tough competition from Bajaj and
foreign players such as Yamaha, Honda etc.
• Hero still dominant but losing grasp both in urban and rural
markets
• Current communication highlighting technological prowess
and high-grade specifications/features in Hero bikes
• Hero planning premium bike launches in 2015: Impulse,
HX250R
• Profitability focus: Premium bike/superbike category will
prove to be a crucial segment for the future

18. CONSUMER NEED FULFILLMENT: MASLOW’S HIERARCHY

19. TARGET AUDIENCE
DEMOGRAPHICS
Age: 18-40 yr old
SEC A, B (Urban/semi-urban markets
for premium bikes)
Across metros, tier I, II cities and
towns
The college going student, the
young middle class professional,
first/second-jobbers
Driving mid or premium-segment
bikes
PSYCHOGRAPHICS
Wants to break free from conventions
Doesn’t shun away from his Indian ethos
Individualist yet gregarious
A bike brand fits into his life as an extension of
his self-expression and identity
Passionate
Dreamer
A delicate balance between responsible and
free-spirit
Wears multiple hats: fun-loving, independent,
family person, office life and personal
endeavors form an equally important part of
his lifestyle
Desicool: A global Indian
VALS Key Segments:
Experiencers (Urban)
Achievers ( Semi-urban)

20. OBJECTIVES
Marketing objectives
- To increase market share of Hero in
premium motorcycle segment by 3%
- To increase sales figures in key
markets for premium bikes starting
from Karizma
Communication objectives
- To establish Hero as an
innovative, advanced, premium
and sports bike expert within
youth TG
- To engage consumers and get
them talk about Hero as a key
player in the premium segment

21. CAMPAIGN OBJECTIVES
• To regain sliding market share from Bajaj and foreign brands (Honda,
Yamaha, Suzuki)
• To position Hero as a brand more closer to the personal identity of
the evolving Indian.
• To establish technical superiority and versatility in the wake of foreign
brands
• To aim at creating a perception of Hero as being the modern Indian
at heart and at par with international standards
• To differentiate Hero by not focusing only on the bike but the rider
and how the bike is an extension of the new-found individuality and
freedom of the consumer

22. BRAND PERSONALITY
The campaign intends to take forward and further enhance
the already established brand personality of Hero
INDIAN AT HEART
ADVANCED AND
INNOVATIVE
CONTEMPORARY TRENDY
RAPIDLY EVOLVING
PARTNER FOR
PROGRESSIVE CHANGE
VERSATILE : FAMILY,
SPORTY, OFFICE
AN EXTENSION OF NEW
AGE INDIAN IDENTITY
EXPERT
A BALANCE
BETWEEN
RESPONSIBLE
AND FREE-SPIRIT

23. व्यक्तित्वपहचान
DESIRE SPEED POWER
DESIRE THRILL AMBITION
RIDE FUN ADVENTURE RESPONSIBILITY
PERFORMANCE MILEAGE VALUE INDIAN
रफ्िार दौड़ सपना पहचान व्यक्तित्व
अभिलाषा मरज़ी िमन्ना क्षमिा ज़ोर
शक्ति इरादा पसंद मरज़ी
KEYWORDS AND PHRASES CAPTURING THE SPIRIT
INDIVIDUALITY
DREAMS
FREEDOM
IDENTITY
SELF-EXPRESSION

24. Celebrates the spirit of the new-age Indian
Key Messaging:
The keys to unleash the in me
एक नए हीऱो की पहचान
OUR CAMPAIGN THEME

25. CAMPAIGN FOCUS
The campaign would focus on Hero premium/sports segment bikes
CBZ Karizma Impulse

26. क् ंदग़ी के लंबे सफ़र पर हैं म़ोड़ बहुि
मगर अपऩी शित पर िय करिे हैं हम ऊँ च़ी उड़ान
बनािे हैं हम की पहचान !
BRAND SLOGAN
In this journey, I have to discover not the destination but my true self
The road might be long, but there’s no stopping me now
The keys to unleash the in me!

27. MEDIA VEHICLES : TRADITIONAL
TVCs: 2 part TVC- 30 s spots
Hero moments: Car & Bike Show,
Roadies, No way home, Fear factor
IPL/ISL Hero of the Match: Awarded
to best performer in semi-finals and
finals. Victory lap on hero bike
around stadium.
RADIO: 2 phased out 15 s radio spots:
HeroMotorcycleDiaries and Hero ki
Pehchaan
PRINT: Overlapping bike print ads in
national/regional dailies, Ads in
BikeIndia, Autocar, Topgear
OOH : Hoardings and digital signages at
prominent street locations in target
markets
ON-GROUND ACTIVATIONS
Giant Hero superbike mall
installations at 5 prominent malls
providing bike ride simulations
Events: IndiaBikeWeek, Weekender,
Ragasthan

28. - Mobile ads
- Mobile UI microsite
- HeroMobileApp: Geo-
targeted mobile services to
connect Heroes club
members on travel
routes/group travel
planners, bike servicing
info, safety tips
DIGITAL MEDIA INTEGRATION
- Promoted posts
- Targeted Facebook ads
- Content bucketing
MON, WED, FRI: Hero brand
news/trivia, launch, contests, Biker
stories
TUE, SAT : Category content,
Industry trends, Road safety tips,
Bike Accessory info,
THUR, SUN :
#HeroMotorcycleDiaries
(Engaging content)
- Sponsored tweets:
#HeroMotorcycleDiaries
#HeroMoments
- Twitter contests based on
webisodic content
- Amazing Heroes tweets
Youtube ads : 30s, 2min
BRANDED CONTENT
HeroMotorcycleDiaries: A combination
of biking travel adventure and social
activism
2 editions: Celebrity, Bikers
Audience engagement through
contests and participations
Other content streams

29. EVENT PARTNERS

30. POTENTIAL CO-BRANDING AFFILIATIONS

31. TV PARTNERS

32. CAMPAIGN PHASES
Phase 1(Awake
and Provoke)
•TV, print, radio, youtube, mobile ads
•Mall simulations, Events
Phase 2
(Engage)
•HeroMotorcycleDiaries – celeb edition
•Twitter contests
•Mobile app
•TV shows, IPL/ISL
Phase 3
(Inspire)
•HeroMotorcycleDiaries – biker edition
•HeroesClubActivities
•User generated content streams
•PR coverage of Motorcycle diaries and other Hero initiatives
2 months
3 months
2 months

33. CAMPAIGN BUDGET ESTIMATE
References:
http://www.heromotocorp.com/en-in/press-releases/hero-motocorp-posts-record-revenue-and-sales-for-q4-
january-march-in-fy%E2%80%9914-185.html

34. CUSTOMER EXPERIENCE JOURNEY ACROSS MEDIA VEHICLES: CDJ-POES MATRIX
CONSIDER EVALUATE BUY ENJOY ADVOCATE BOND
PAID TVC
Youtube ad
IPL-ISL Hero of
the Match
properties
Promoted
tweets,
Sponsored posts,
Mall simulations
Print/Radio ads,
Events & on-
ground
activations, India
Bike Week, Bike
Expo, Sports
Garage
Digital ads, Banner
interactive ads
Activations Mobile-
Geotargeting:
Bike safety tips,
travel planner
guides
Heroes Club-
activities
OWNED Website
Hero Portal
Youtube channel:
#HeroMotorcycle
Diaries
Online
reputation
building
Youtube channel:
#HeroMotorcycle
Diaries – Celeb
edition
#HeroMotorc
ycle Diaries –
Biker edition,
Hero Mobile
app
Mobile microsite,
Hero ki pehchaan
story blogs
Merchandising
EARNED Fans, Likes,
Shares, Retweets,
Mentions
Testimonials,
WOM, Bike
Reviews
Shares, Mentions Servicing
testimonial/st
ories
Motorcycle
Diaries/Heroes
Club-PR coverage
User generated
content
streams- video,
instagram
SHARED Mobile apps,
Category
Information
sharing service
Video Stories,
Virality
User-generated
content- blogs,
video clips from
MotorcycleDiaries
Hero Mobile
app, Tips &
Knowledge
sharing
Auto expert tips,
Know your Bike
Twitter contests

35. CREATIVES

36. TVC STORYBOARD
Treatment : Three parallel storylines, sharp edits, edgy music
Story Angle 1: A young independent girl (Gul Panag) leaves from Chandigarh on
her new Karizma driving confidently along the tortuous roads up the Himalayas,
gives a lift to an old pahadi woman carrying woods, moves ahead and reaches
Spiti valley
Story Angle 2: A young sports boxing biker leaves on Hero Impulse wearing
full sports gear, cruising along the beautiful roads, negotiating sharp turns,
applies brakes to save a crossing animal’s life, crosses filling stations to reach
Spiti valley
Story Angle 3: An office-working young guy gives a presentation, leaves office
on his CBZ extreme, after changing into biker gear, helps a school van stuck In
mud en route Spiti valley
The three friends meet at Spiti Valley and chat with each other next to bon fire
with the three bikes parked adjacently
Culminates with brand slogan and timeline V.O.

37. # MotorcycleDiaries
The Journey begins!
BRANDED CONTENT PROPERTY

38. INTERACTIVE BANNER
ADS (E-paper)

39. INTERACTIVE BANNER
ADS (E-paper)

40. INTERACTIVE BANNER
ADS (E-paper)

41. Find the hero within yourself!

42. TEAM CARICULTURES
Team members:
A.Divya | Rahul Kaul
MBA-BC 2nd year