Hero Motocorp Imc

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INTEGRATED MARKETING COMMUNICATION Driven By The Trust Of Our Customers Driven By The Trust Of Our Customers

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IMC

Transcript of Hero Motocorp Imc

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INTEGRATED MARKETING COMMUNICATION

Driven By The Trust Of Our CustomersDriven By The Trust Of Our Customers

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Presented by:

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FORGET THE 4 PS…THINK OF 4 CS

• Forget product…study consumer wants and need.

• Forget price…understand the consumer’s cost to satisfy that want or need.

• Forget place…think of the consumer’s convenience to buy.

• Forget promotions…the word is integrated market communication.

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MARKET SHARE OF MOTORCYCLES IN INDIAN MARKET

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MODELS

•Hero Honda Ambition 133,135•Hero Honda CD 100,CD SS, CD Dawn•Hero Honda Splendor , Splendor+ , Super Splendor, Splendor NXG•Hero Honda CBZ , CBZ Xtreme•Hero Honda Passion , Passion+ , Passion Pro•Hero Honda Karizma•Hero Honda Hunk•Hero Honda Pleasure•Hero Honda Glamour

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INTEGRATED MARKETING COMMUNICATION

-WAY TO SUCCESS

•Fuel efficient to marketing-led organization

•Advertising campaigns

•Product refreshes

•Brand health

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Emotional Branding

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Segmentation and sub branding

KARIZMA ZMR

GLAMOUR

SPLENDOR NXG

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BIKE FOR ALL!!!

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Youngistaan....

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Just 4 her.....

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Fill It Shut It Forget It

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Har gaon, har angan

• 500 men• 3 two months long waves• additional sale of 15,000-

16,000 motorcycles through each wave

http://www.idrive.in/tech/framed/unique-Marketing-Strategy-of-Hero-Hond

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Advertising• Discarded product categorization on the basis of engine size

• Product differentiation was the key

• Avoided customer confusion of products

• Karizma (premium segment) comes with the punch line, “Always

game”

• The ad for the premium segment Hunk doesn’t talk of speed or power

at all — the focus is on the looks even while standing

• The CBZ Extreme comes with the promise, “Thinking is such a waste

of time”

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Types of Advertisements

Celebrity Advertisements….

Brand endorsers- Virender sehwag, saurav ganguly, priyanka chopra, Hrithik roshan, Rajyavardhan rathore.

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Types of AdvertisementsPrint and Outdoor Advertisement…

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Types of AdvertisementsCovert Advertisement…

Mujhe Kuch Kehana hai – CBZGavaskar Border Trophy – “Man Of The Match” Hero Honda Bike

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Types of Advertisements

Public service advertisements

• “DESH KI DHADKAN” has truly capture the

Indian hearts, minds and souls....

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Types of AdvertisementsBroadcast advertisements

HERO HONDA ROADIES 5.0

Hero Honda SA RE GA MA PA

Other

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Types of Advertisements Campaigns for Each Bike with Individual Tag Lines…

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Types of Advertisements

• Immense fan following on twitter, face book, orkut .

• It has approx. 1.25 lakh fan followers on face book.

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Personal selling

• Wide price range.• Each product with multiple optional

features.• Experience speaks.• First six service free• Once in a year free check up for hero

Honda bikes from authorised company service station.

• Good resale value.• Various schemes for government and

military employees.

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Sales promotion

• Large product portfolio starting from 37k to 95k

• Consistent launch of variants in the same models

• Wide range of colours available in each category

• Vast network of more than 2100 committed Dealers and

Service outlets spread across the country

• Festive offers- Rs 1000 discount with free accidental insurance

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Sales promotion

Cash incentive program

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Sales promotion cont…

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CSD

“TOUGH MEN, TOUGH BIKES FROM THE WORLD’S NO 1 TWO WHEELER COMPANY.”

Availability on all CSD area depot, anywhere in the.

All commissioned officers / staff - either recountry at CSD pricetired or currently serving in the Indian Army, Navy or Air Force - can avail of this facility.

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CORPORATE SALES

Single window processing for delivery at multiple locationsNo running around for documentationAttractive finance optionsHero Honda passport unique CRM programBulk incentive scheme

DGS&DSale to any Govt. Depts.. is done through DGS&DEnsures quality Negotiate with manufactures

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COMMUNICATION STRATEGY

The Objective

Enhance the image of HERO HONDA as most preferred bike of India.

The Goal

Connect with the target group as a unique lifestyle and personality brandThe Task

To be present at almost every touch point with the communication target group

The Challenge

To break the clutter and communicate the Brand message

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CREATIVE ADVERTISEMENT

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