Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Honda STPD analysis

STPD analysis of
Honda Motorcycle and scooter India Pvt ltd....

pls read on atribute and benefit positioning


  • Login to see the comments

Honda STPD analysis

  1. 1. STPD ANALYSIS ON AUTOMOBILES INDUSTRY1 Presented by Sushant S. Nadarge P41
  3. 3. COMPANY OVERVIEW Subsidiary of Honda Motor Company Ltd. Fourth Honda automotive venture in India. Founded on 20th Aug 1999 in Manesar (Haryana). Produces 10,000,00 units per year. Tremendous success in scooter segment. 3
  5. 5. MARKET SEGMENTATION & TARGETING Segmentation Demographic Geographic Psychographic 5
  6. 6. SCOOTER MARKET SEGMENTATION &TARGETINGTarget Needs Features Offerings Comfort Self start Low & easy maintenance Less noise &Family vibration Easy to handle Large Storage Activa Better mileage 50 kmpl Security Anti theft key shutter Style & Comfort Futuristic Design Better MileageYouth 50kmpl Dio Easy to Handle 6 Effective shock Absorption
  7. 7. Target Needs Features Offering Elegance Revolutionary DesignWorking Safety Disc breaks Aviatorclass Strength Metal body,12 inch alloy wheels Power 150cc Mileage 60kmplFull SizeScooters Efficiency One direction Eterno gears Comfort Large storage 7
  8. 8. MOTOR CYCLE MARKET SEGMENTATIONTarget Needs Features Offering Power 125cc Mileage 90kmplFamily/Working Shineprofessional Safety Front Disc Breaks Strength Alloy Wheels Comfort Self start Power 150cc Style Alloy Wheels/Tuff- UnicornYouth up tyres Pickup 0 to 60 in 5 secs Look Muscular look Comfort 8 Mono Suspension
  9. 9. Target Needs Features Offering Mileage 80kmplYouth Design & Style Sporty Look Power 125cc , Stunner 11bhp@8000rpm Smooth Performance Power Single cylinder engine with fuelUpper Middle Class injection CBR250R(youth) Style 250cc Security Anti lock Breaks 9
  10. 10. POSITIONING 10
  11. 11. CONTINUED…. Attribute Positioning • BE A WING RIDER………………………….. 11
  12. 12. CONTINUED…… Benefit Positioning 12  First Moto Scooter
  13. 13. CONTINUED…… Competitive Positioning 13 • FAMILY VEHICLE
  14. 14. DIFFERENTIATION Technology  Fuel Injection Technology  Abs i.e. Anti Lock Break System  Hyper VTEC Technology Safety & Security  Riding Simulator Marketing Strategy 14
  15. 15. CONCLUSION 15
  16. 16. THANK YOU! 16