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PLACE STRATEGY OF HERO HONDA
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- PROMOTION STRATEGY OF HERO HONDA
PLACE STRATEGY OF HERO HONDAToday Hero Honda has managed to achieve indigenization of over 95 percent, a Honda record worldwide. Hero Honda is at present the largest-selling Indian motorcycle and the most fuel-efficient in its category - the outcome of Hero Group's foresight and another classic example of how the Group strives to provide the customer with excellence and satisfaction. Hero Honda became the first company in the country to introduce four-stroke motorcycles and set the standards for fuel efficiency, pollution control and quality. It has a production capacity of 1.2 million motorcycles, which shall be enhanced to 1.5 million motorcycles in the coming years. It has an excellent distribution and service network spread throughout the country. Hero Honda is the market leader in motorcycles, with sales of over a million motorcycles and a strong market share of 47% during 2000-01. This is proved by the company's sales over the years:
As economies open up, are Asian enterprises ready for the global battle for export markets and investment? Hero Honda sales decline 1.2 pc Our Bureau NEW DELHI, May 1 HERO Honda, the country's largest motorcycle manufacturer, saw its sales decline by 1.2 per cent to 1,34,318 units in April 2003 from 1,35,961 units in the same month last year. According to industry sources, sales of the company could have been affected by sluggish rural demand combined with the 10-day trucker's strike affecting production as well as distribution of products in April. The company saw a growth of 16.06 per cent in sales volume during April compared to March. Meanwhile, Hero Honda is planning to launch new 200 plus cc motorcycle during May, a company release said. The company today announced that it has achieved a milestone with its Daruhera plant, in Haryana, becoming the first Indian two-wheeler plant to produce 5 million units. The 5 millionth motorcycle was a Splendor. The first motorcycle, CD100, had rolled off the assembly line in April 1985. Customer satisfaction, a high quality product, the strength of Honda technology and the Hero group's dynamism have helped HHML scale new frontiers and exceed limits. In the words of Mr. Brijmohan Lall Munjal, the Chairman and Managing Director, "We will continue to make every effort required for the development of the motorcycle industry, through new product development, technological innovation, investment in equipment and facilities and through and through efficient management."
PRICING STRATEGY OF HERO HONDA A rich background of manufacturing high value, reasonably priced products; an uncompromising pursuit of the goals to attain quality along with customer satisfaction; the resulting affinity in working cultures - brought the world's largest manufacturer of motorcycles in collaboration with the world's largest bicycle manufacturer, bringing forth a market leader. Honda Motor Company of Japan and the Hero Group entered a joint venture to setup Hero Honda Motors Limited in 1984. The Karizima features a 223cc, 17PS power pack that accelerates you from 0-60 in 3.8 seconds. Distinctive styling and Mag alloy wheels make this bike stand out before it races away from the pack. Digital ignition and a constant vacuum carburetor facilitate better control of ignition timing That’s why Priced at Rs. 76,206/- on road Mumbai the Karizma is available in seven attractive shades. If we take the example of Karizma (A bike of Hero Honda).
PROMOTION STRATEGY OF HERO HONDAA thorough understanding of the fast-changing consumer behavior, new market segments and product opportunities along with sensitivity to changing customer needs, form the core of Hero's marketing strategy and philosophy. At Hero, we essentially have a completely customer-driven approach. A nation-wide dealer network comprising of over 3,500 bicycle dealers, 350 dealers for mopeds and 225 franchise holders for motorcycles, ensures convenient access to the Group's products across the country. With a deep sense of belonging to the Hero fraternity, the Group's dealer network has catalyzed growth and acted as a strong bridge between the customers and the Group. Conventionally, very few Indian bicycle manufacturers were interested in exports. However, the Hero Group's foray into the overseas markets pioneered Indian exports in the bicycle segment as early as 1963. It was a move prompted primarily by the need to be attuned to the global marketplace. While initial exports were restricted to Africa and the Middle East, today more than 50 percent of the Group's bicycle exports meet the demands of sophisticated markets in Europe and America. This is primarily because of appropriate product development and excellent quality that Hero offers. The Group has undertaken a steady up gradation of technologies and there has been diversifications and setting up of newer establishments to meet stringent international standards. At the core of it all is a customer-centric scheme of policies and production ... and the bottom line is to "Add Value while Engineering Satisfaction. Advertisement strategy Hero Honda has snagged the brat pack — Virender Sehwag, Mohammad Kaif, Yuvraj Singh and Zaheer Khan. The two-wheeler maker, an official sponsor of the World Cup tournament to be played in South Africa in February, has brought the young and exciting cricketers of the Indian team on board as brand ambassadors. The Fab Four — along with team captain Sourav Ganguly — will feature in the ads for its latest motorcycle model: the Ambition. Hero Honda is extremely cagey about saying how much they had to fork out to bring the top cricketers to feature in the ads. Atul Sobti, senior vice-president, marketing and sales declined to say how much they planned to invest in the ad campaign. "It will give a lot of leverage to the new product Ambition by giving the image of a powerful and efficient motorcycle. The powerfu-e-l bike will be well represented by the leadership qualities, power and the capacity to face any challenges," he added. The current ad for Ambition is tame; it shows an important file reaching a destination in time because of the power of the motorcycle. "It does not properly appeal to the customers about the power and efficiency of the product. 'Team Ambition' will be much better suited to represent the product," sources said. Hero Honda is hoping to crank up sales of Ambition because of the endorsements by the top cricketers during the World Cup when cricket fever will be at its highest. One major advantage is that none of its rivals will be able to use cricketers to endorse their products before and after the World Cup because of the ambush-marketing clause that the International Cricket Council (ICC) has worked into the players contracts. The issue had sparked a row when it was raised just before the ICC champions trophy in Sri Lanka in September but was resolved after a stand-off between ICC, the cricket boards of several nations and the players. Hero Honda plans to increase its market-share to 50 per cent this fiscal and is targeting sales of 10,000 Ambitions a month. Its share dipped from 48 per cent to 45 per cent. The 133 cc Ambition generates 11 bhp of thrust, which has been kept low in order to improve fuel efficiency. It has been placed in between the 125cc and 150cc motorcycle categories to draw the maximum clientele. The bike accelerates from 0-60 kmph in only six seconds. While launching the new campaign with the cricketers, Hero Honda is also drawing up plans for a couple of ads with the other brand ambassador, Hrithik Roshan. Hero Honda's association with cricket goes back to 1993, when it sponsored the Hero Cup. It was the official sponsor of the recent ICC Champions Trophy in Sri Lanka and will have the same status for the ICC World Cup in 2003. PURPOSE OF THE STUDY Whenever we think of the origin of Indian Two-wheelers market, we think of old and stodgy Vespa based models of scooters and Japanese models of motorcycles, but now in the era of globalization the situation has completely changed as the many industries are sizzling hot with continuous poaching of scooters by motorcycles as well as regular launching of new models of motor bikes. Earlier the shelf life of models was in tune of 10-15 years but now it has come down drastically due to intense competition in motor bike industry. Hero Honda is trying to save its dominance in motorbike market from rigorous attacks of Bajaj Auto and TVS while Bajaj Auto is changing its portfolio by heavy inclusion of motorcycles in it. In this battle LML Group, Kinetic Group, Yamaha Motors, Honda Motors and Royal Enfield are also trying to provide something new to the customers. 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