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Hero Honda Splendor
Brand Endorser: Shahid Kapoor
Background
   • Son of critically acclaimed actor
     Pankaj Kapoor

   • Started his career by working in
     music videos and advertisements

   • A professionally trained dancer, he
     made his Bollywood debut as a
     background dancer in Subhash
     Ghai's Taal (1999)

   • 2003: He made his debut as the
     lead in Ishq Vishk
• 2006: Sooraj Brajatya‟s Vivah is
  one of his greatest box office hits
  and ran for 48 weeks!

• 2007: Imtiaz Ali‟s Jab We Met was
  the cult classic of the year in India
  and overseas.

• Today at 28, only Shahid can play
  a teenager, a suave yuppie, an
  intense lover, a chocolate boy-
  next-door, etc. all with equal
  aplomb.

• He appeals to women of all ages,
  children and youth alike.
• He is tagged as:

  The next “Big Thing” in Bollywood

  The next „Youth Icon‟

  The Heart-throb of the nation


• Filmography:

   o   Ishq Vishk
   o   Fida
   o   Vivah
   o   Jab We Met
   o   Kaminey
   o   Paathshaala
   o   Badmaash Company …
• Forth Coming Projects:

   o Milenge Milenge
   o Mausam


• Awards:
   o Filmfare Awards - “Best Male Debut”
     for Ishq Vishk
   o Stardust Award: Best Actor - Editor‟s
     Choice for Jab We Met
   o Stardust Awards - “Editor's Choice
     Award” for Best Actor - Kaminey …
Brand Endorsements
• Levi‟s Signature Jeans




• VIP Luggage




• Pioneer Music Systems
Key Points
     • Stylish

     • Modern

     • Youth Appeal

     • Pan India appeal

     • Well liked

     • Handsome

     • Reliable
Hero Honda Splendor
Marketing Mix
• Product: Hero Honda Splendor
  Models of Hero Honda Splendor:
   o Super Splendor
   o Splendor Plus
   o Splendor NXG


• Price: Around Rs. 40, 000/ -

• Place: The national market

• Promotion: Above the line – Ads on TV, Radio, Newspapers
• Target Market Segment:
   o Congested areas of urban cities
   o Primarily males between the age of 18 – 36
   o Middle class people, mostly executives and officials


• Positioning: Low maintenance cost and reliability (i.e. Less
  chances of a breakdown)

• To date there have been 8.5 million Hero Honda Splendors
  sold, at a rate of one million per year making the Splendor the
  largest selling motorcycle in the world.
Brand Image
• For the masses          • Youthful

• Low maintenance         • Reliability

• High performance        • Comfort

• High fuel efficiency    • Modern

• Convenience             • Stylish (The improved
                            versions of Splendor)
• Safety
Why Shahid?
• Mass Appeal: Shahid‟s popularity amongst all age groups and
  backgrounds

• Pan India Appeal: Shahid is well liked all across India

• Youth Appeal: Shahid youthful personality would add to the
  aspirational value to the brand amongst the TG

• Reliable [Perfect Brand-Celebrity fit]

• Modern

• Stylish
THANK YOU

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Shahid + hero honda splendor purti chaturvedi

  • 1. Hero Honda Splendor Brand Endorser: Shahid Kapoor
  • 2.
  • 3. Background • Son of critically acclaimed actor Pankaj Kapoor • Started his career by working in music videos and advertisements • A professionally trained dancer, he made his Bollywood debut as a background dancer in Subhash Ghai's Taal (1999) • 2003: He made his debut as the lead in Ishq Vishk
  • 4. • 2006: Sooraj Brajatya‟s Vivah is one of his greatest box office hits and ran for 48 weeks! • 2007: Imtiaz Ali‟s Jab We Met was the cult classic of the year in India and overseas. • Today at 28, only Shahid can play a teenager, a suave yuppie, an intense lover, a chocolate boy- next-door, etc. all with equal aplomb. • He appeals to women of all ages, children and youth alike.
  • 5. • He is tagged as: The next “Big Thing” in Bollywood The next „Youth Icon‟ The Heart-throb of the nation • Filmography: o Ishq Vishk o Fida o Vivah o Jab We Met o Kaminey o Paathshaala o Badmaash Company …
  • 6. • Forth Coming Projects: o Milenge Milenge o Mausam • Awards: o Filmfare Awards - “Best Male Debut” for Ishq Vishk o Stardust Award: Best Actor - Editor‟s Choice for Jab We Met o Stardust Awards - “Editor's Choice Award” for Best Actor - Kaminey …
  • 7. Brand Endorsements • Levi‟s Signature Jeans • VIP Luggage • Pioneer Music Systems
  • 8. Key Points • Stylish • Modern • Youth Appeal • Pan India appeal • Well liked • Handsome • Reliable
  • 10. Marketing Mix • Product: Hero Honda Splendor Models of Hero Honda Splendor: o Super Splendor o Splendor Plus o Splendor NXG • Price: Around Rs. 40, 000/ - • Place: The national market • Promotion: Above the line – Ads on TV, Radio, Newspapers
  • 11. • Target Market Segment: o Congested areas of urban cities o Primarily males between the age of 18 – 36 o Middle class people, mostly executives and officials • Positioning: Low maintenance cost and reliability (i.e. Less chances of a breakdown) • To date there have been 8.5 million Hero Honda Splendors sold, at a rate of one million per year making the Splendor the largest selling motorcycle in the world.
  • 12. Brand Image • For the masses • Youthful • Low maintenance • Reliability • High performance • Comfort • High fuel efficiency • Modern • Convenience • Stylish (The improved versions of Splendor) • Safety
  • 13. Why Shahid? • Mass Appeal: Shahid‟s popularity amongst all age groups and backgrounds • Pan India Appeal: Shahid is well liked all across India • Youth Appeal: Shahid youthful personality would add to the aspirational value to the brand amongst the TG • Reliable [Perfect Brand-Celebrity fit] • Modern • Stylish