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STPD ANALYSIS ON AUTOMOBILES INDUSTRY1 Presented by Sushant S. Nadarge P41

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HONDA MOTORCYCLE &SCOOTER INDIA PVT LTD Live your styLe…… 2

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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

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PRODUCTS PROFILE 4

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MARKET SEGMENTATION & TARGETING Segmentation Demographic Geographic Psychographic 5

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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

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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

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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

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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

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POSITIONING 10

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CONTINUED…. Attribute Positioning • BE A WING RIDER………………………….. 11

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CONTINUED…… Benefit Positioning 12  First Moto Scooter

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CONTINUED…… Competitive Positioning 13 • FAMILY VEHICLE

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DIFFERENTIATION Technology  Fuel Injection Technology  Abs i.e. Anti Lock Break System  Hyper VTEC Technology Safety & Security  Riding Simulator Marketing Strategy 14

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CONCLUSION 15

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THANK YOU! 16