Marketing Management >

               Hero Honda Marketing

                           By Robin & Group

 

                

                    

 

 

                           

 

 

 

I                                                           ICLES

MOTILAL JHUNJHUNWALA COLLEGE

OF ARTS, SCIENCE & COMMERCE

AMLENDU ROYE MARG, SECTOR 9A,VASHI, NAVI MUMBAI-400703

                                                                       

 

 

 

PROJECT OFMARKETING MANAGEMENT

 

 

 

PROJECT ON

 

 

 

 

SUBMITTED TO

PROF.RAKESH YADAV.

 

 

 

SUBMITTED BY

ANUPSINH.B.DESHMUKH

ANIL KOTADIA

AMAN MITTAR

ROHIT TRIPATHI

ROBIN KOLI

 

 

 

DATE OF SUBMITTION

14TH Sept 2004

 

 

 

 

 

 

ACKNOWLEDGEMENT

 

 

OUR project wouldn’t have reached its current shape without the sound    guidance of our respected teacher

prof. RAKESH YADAV and also like to thank our friends & our college for its Support.

 

 

Without their co-operation and support our project would have been impossible.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

CERTIFICATE

 

 

 

 

 

This is to certify that

ANUPSINH.B.DESHMUKH-404

ANIL KOTADIA-414

AMAN MITTAR-421

ROHIT TRIPATHI-435

ROBIN KOLI-412

Of SYBMS of ICLE’S MOTILAL JHUNJHUNWALA

COLLEGE have successfully completed the project

Of marketing management

Have secured grade. …….. For their performance.

 

 

 

 

 

 

SIGNATURE

PROF. Rakesh yadav.

 

DATE:

 

 

 

 

 

 

 

 

 

 

 

 

 

index

 

 

 

SR NO PARTICULARS PG NO 1 BOARD OF

DIRECTORS 1

2 MISSION STATEMENT 2 3 THE HERO GROUP 3

4 HISTORY 4 5 HERO HONDA

SPLENDOR 5

6 FEATURES OF HERO HONDA SPLENDOR

6

7 MARKETING STRATEGY

7

8 MAINTENANCE STRATEGY

8

9 4P’S 9 10 4S’S 12 11 SWOT ANALYSIS 15 12 ENVIRONMENTALLY

AND SOCIALLY AWARE PRODUCTS

16

13 BIBLIOGRAPHY 17

 

 

 

 

 

 

 

BOARD OF DIRECTORS

 

Chairman Mr. Brijmohan Lall Munjal

Managing Director Mr. Pawan Munjal

Joint Managing Director Mr. Akio Kazausa

Director Mr. Shinichi Nakayama

Director Mr. Satyanand Munjal

Director Mr. Om Prakash Munjal

Director Mr. M P Wadhawan

Director Mr. S P Virmani

Director Mr. O P Gupta

Director Mr. M. Sudo

Director Mr. S Toshida

Director Mr. N N Vohara

Director Mr. Pradeep Dinodia

Director Gen. ( Retd.) V P Malik

 

 

 

 

 

 

 

 

 

 

 

MISSION STATEMENT

 

WE, AT HERO HONDA, ARE CONTINUOUSLY STRIVING FOR SYNERGY, BETWEEN TECHNOLOGY SYSTEM AND HUMAN RESOURCES TO PROVIDE PRODUCT AND SERVICES THAT MEET THE QUALITY, PERFORMANCE AND PRICE ASPIRATION OF OUR CUSTOMERS.WHILE DOING SO, WE MAINTAIN THE HIGHEST STANDARD OF ETHICS AND SOCIAL RESPONSIBILITIES, CONSANTLY INOVATE PRODUCT AND PROCESS.AND DEVELOP TEAMS

THAT KEEP THE MOMENTUM GOING TO TAKE THE COMPANY.TO

EXCELLENCE IN THE NEW MILLENIUM

                            

 

 

THE HERO GROUP

 

Hero, the brand name synonymous with two-wheelers in India, is a multi-unit, multi-product, geographically diversified, Group of Companies - the

reflection of the steely ambition and indomitable grit of the Munjal Family ...

Trace the saga of the "Hero" - through more than 45 years of Enterprise and Achievements, of Vision and Planning.

 

 

 

    

 

HISTORY  

THE LEGEND OF HERO HONDA

What started out as a Joint Venture between Hero Group, the world's largest bicycle manufacturers and the Honda Motor Company of Japan, has today become the World's single largest two-wheeler Company. Coming into existence on January 19, 1984, Hero Honda Motors Limited gave India nothing less than a revolution on two-wheels, made even more famous by the 'Fill it - Shut it - Forget it ' campaign. Driven by the trust of over 5 million customers, the Hero Honda product range today commands a market share of 48% making it a veritable giant in the industry. Add to that technological excellence, an expansive dealer network, and reliable after sales service, and you have one of the most customer- friendly companies.

 

 

This is proved by the company's sales over the years:

 

1985-86 43,000 units

1989-90 96,200 units 1998-99 5,30,600 units 1999-00 7,61,210 units 2000-01 10,29,555 units 2001-02 14,25,195 units 2002-03 16,77,537 units

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."

 

 

 

 

HERO HONDA SPLENDOR

Designed with your comfort in mind, with a contoured low-slung seat, specially designed handlebar and a strong double-cradled tubular frame. This bike epitomizes riding pleasure. Truly, the

limousine of Indian two wheelers.

 

 

 

 

Features of

Hero Honda SPLENDOR

Engine 4-stroke, single cylinder , air - cooled, OHC

Displacement 97.2cc Clutch Type Manual Clutch Primary - Clutch Secondary Multi-plate wet Transmission 4-speed constant mesh Final Drive Roller chain Ignition Electronic Starting Kick starter Frame Tubular double cradle type Suspension (Front ) Telescopic hydraulic fork Suspension (Rear) Spring loaded hydraulic type with both

side action Dimensions(  L*W*H) 1970*720*1040mm Wheel Base 1230mm Ground Clearance 159mm

Kerb Weight 109 kg Tyres:Front/Rear 2.75"*18"-4PR/2.75"*18-"-6PR Max. Power 7.5 PS@8000 rpm Max.Speed 85 kmph Fuel Tank Capacity 10.51tr (1.4 1tr reserve)

 

 

 

 

     

 Marketing     strategy  

With the research information gathered from the market, the next step of hero Honda is to develop a market strategy.

Better or wider distribution: the distribution network of the splendor plus is excellent. Their distribution divided into four zones.

 

Lower price: the price of the splendor is affordable for the middle class also and the maintenance is also low.

 

Modified product (splendor +): modification has been done to improve the sales

 

Better value for the consumers money (passport schemes ): additional facilities are given to the customers like issuing passports and giving

free insurance

 

More dependable product or service: splendor is been always trusted than any other bike in its segment 

 

Customer support service  : the after sales service of hero Honda has been always satisfactory.

 

MAINTENANCE strategy

Proper care & maintenance are paramount for trouble free operation & optimum performance of your motorcycle.

Hero Honda offers 6 free services on all its motorcycles. You should avail these services within a year or as per the below mentioned km range,

whichever is earlier

First Free service 500-750 km

Second Free service

2500-2800 km

Third Free service

5000-5500 km

Fourth Free service

7000-7500 km

Fifth Free service 9000-9500 km

Sixth Free service

11000-11500 km

You should ensure that each paid service is availed within 60 days from date of service or as per the recommended schedule.

 

  

 

FOUR P’s OF MARKETING  

Products and Services

        Designed with your comfort in mind, with a contoured low-slung seat, specially designed handlebar and a strong double-cradled tubular frame. This bike epitomizes riding pleasure. Truly, the limousine of Indian two

wheelers.

         The Hero Honda Splendor is an excellent example of the term. Designed with your comfort in mind, with a contoured low-slung seat,

specially designed handlebar and a strong double-cradled tubular frame. This bike epitomizes riding pleasure. Truly, the limousine of Indian two

Wheelers.

           The 4-stroke, 100 cc driving machine from Hero Honda. A bike that will stop you right in your tracks. Both by its look and performance. True to

its Honda lineage. Consider its newly designed engine that gives you unprecedented fuel efficiency. While still delivering a punchy 7.5 PS. Next, feel the ergonomics of it as you cruise along. A well-cushioned low-slung

seat helps you rest and ride at the same time. Not to mention the suspension, that works so well that probably you'll never find out what happens between the tyres and that bumpy road. Needless to add, owning a Splendor means a lot of other things too. Like getting all the admiring looks. Or the pride you feel in riding a bike that meets the pollution control standards of the next

decade, today.That's

 Splendor.

        A bike that will be called a turning point in motorcycling. So check it out. Tomorrow has arrived, in style!

 

 

            Promotion and Advertising

       

           Hero Honda has roped in film actor Hrithik Roshan, Captain of Indian Cricket team Sourav Ganguly, Mohammad Kaif, Harbhajan Singh, Zaheer

Khan, Yuvraj Singh and Virender Sehwag as its brand ambassadors.

         They will endorse the company products, attend corporate and brand events and help promote its "We Care" campaign comprising safety riding,

environment and friendliness. 

THE product line of the hero Honda say’s

“Hero Honda desh ki dhadkan”    

Advertising of hero Honda is done through

The yellow pages A press release

Sponsoring a civic event or activity

Eg: Sponsored 'India-England Women's Cricket Series' in 2002

Sponsored 'India-England Test Series' in 2001

Sponsored '7th World Cup Cricket tournament' at England in 1999

 

The newspaper Billboards or posters Flyers or handbills

Direct mail advertising

The radio

 

   Pricing

             Determining price levels and pricing policies is the major factor affecting revenue. Factors such as the demand for the good, the market price,

and customer responsiveness to price changes influence the price levels at hero honda. Other factors such as a convenient location or more

personalized service  allow hero Honda to charge a competitive price. Making sure your price is standards, however, by checking to see what

competitors' prices are of similar product.

SPLENDOR

  Prices (in Rupees)

City Ex. Showroom

Price On Road Price

Bangalore 40,589 45,140

Calcutta 40,613 46,000

Chennai 40,723 44,813

Delhi 40,076 42,287

Mumbai 41,831 45,763

Pune 40,322 44,122

 

 

 

 

 

 

Place

              The manufacturer and wholesaler must decide how to distribute their products. Working through established distributors or manufacturers' agent generally is most feasible for small manufacturers. Small retailers should consider cost and traffic flow as two major factors in location site selection, especially since advertising and rent can be reciprocal. In other

words, low-cost, low-customer traffic location means you must spend more on advertising to build traffic.

               The nature of the product or service also is important in location decisions. If purchases are made largely on impulse (e.g., flavored popcorn),

then high customer traffic and visibility are critical. On the other hand, location is less a concern for products or services that customers are willing

to go out of their way to find (e.g., restaurant suppliers). The recent availability of highly segmented mailing lists (purchased from list brokers,

magazines

 

 

S’4 Concept  

Sales

Our each and every packing has a hologram, which can be identified by the features like: Sales

SALES PERFORMANCE

  August'03 August'04 April'03-August'03

April'04-August'04

    Domestic Sales

143164 187265 731762 984963

    Exports 2566 4370 15898 21449                                          

Service

        Our constant endeavors is to support the company's mandate of providing highest level of customer satisfaction by taking CARE of your motorcycle service & maintenance through our vast network of more than 1000 committed dealers & service outlets spread across the country.

             Our state-of-the-art authorized workshop have well laid out standards for motorcycle servicing supported by fully equipped infrastructure in terms of quality precision instruments , pneumatic tools & a team of highly trained service technicians. Having your motorcycle serviced at an authorized workshop ensures highest standards of service quality and reliability.

 

 

 

Customer Service

         Hero Honda keeps on taking always-new initiatives to maintain its leadership on service as well as enhance customer satisfaction level on an

ongoing basis. Some of the new initiatives related to customer service are as follows: -

·        Service Advisors at dealership

·        Service Plus Scheme for customers

·        Pre Paid Reply cards

·        Automated Mobile Workshops

·        Mega Millennium Camps

·        On the job training programmers

·        Local Mechanics Training

       T here are many more initiatives, which we keep on taking along with our dealers to keep our customers always in our mind on top priority

 

 

 

Service Your Bike

 Hero Honda has always taken a lead in terms of defining service standards in two wheeler industry with an aim to provide "Total Customer

Satisfaction" for their valuable customers across the country and also internationally. We are constantly endeavoring to improve the quality of our service facilities at our Dealerships. The first and foremost step to achieve

this was creating Automated Workshops at our Authorized Dealerships and Service Centers across the country.

 

 

 

 

SPARES - FEATURES & BENEFITS

The performance and safety of your bike not only depends on the world-class design and workmanship assured by Hero Honda but also on the parts

being used in the assembly line.

Even the finest components manufactured need replacement from time to time. And to ensure the continued impeccable performance of your vehicle, the spare parts should also be made and replaced as good as the components

fitted by Hero Honda.

To ensure this, we manufacture and procure the replacement parts according to the specifications and standards set by Honda motor co and us.

As a responsible Hero Honda bike owner, we recommend that for your safety, long life and high performance of your bike, use only Hero Honda

genuine parts.

 

 

 

Safety

Safety Education to motorcycle customers shall be an integral part of Hero Honda's motorcycle delivery process at the showroom. Customers shall be

educated on Safe Riding techniques through various audio visual aids. Safety Instructors shall be imparting riding skills as well as education to the

customers. Dealers shall also conduct a major programmed in their respective towns with the association of local traffic police on a regular basis

on safety education and correct riding techniques.

 

 

 

SWOT ANALYSIS of splendor .

 

 

Strength:             - reputation of hero Honda brand

                       - Finest engine

                                      - Affordable price, Good average (80 km/ph)

                         -  Low maintenance

-         Available at 0% of interest

 

 

Weakness:                   - young generation is moving towards fast moving

                                    Bikes.    

                                 - Old design

                                -  No disk breaks

                                -   Low power

-         Light bike use for cities and not for highway

 

 

Opportunities:           - change in design

                                  -  Change in marketing style

-         Rise in petrol price

 

 

Threats:                      - TVS victor

                                   -   LML freedom

-            BAJAJ  Boxer.   

 

 

 

 

 

 

  An Environmentally and Socially, Aware PRODUCT

 

               At Hero Honda splendor, our goal is not only to sell you a bike, but also to help you every step of the way in making your world a better place to

live in. Besides its will to provide a high-quality service to all of its customers, Hero Honda splendor takes a stand as a socially responsible enterprise respectful of its environment and respectful of the important

issues.

            Hero Honda splendor has been strongly committed not only to environmental conservation programmers but also expresses the increasingly inseparable balance between the economic concerns and the environmental

and social issues faced by a business: businesses must not grow at the expense of mankind and man's future but rather must serve mankind.

             "We must do something for the community from whose land we generate our wealth." A famous quote of Mr.Brijmohan Lall Munjal, our

CMD

 

 

BIBLIOGRAPHY.

 

1} WWW.GOOGLE.COM

2} WWW.HEROHONDA.COM

3} WWW.HONDA.COM