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