HERO HONDA SPLENDOR

ADVERTISING IN CONTEMPORARY SOCIETY DANISH BATATAWALA

TYBMM ROLL NO - 41

PRODUCT-HERO HONDA

HERO Honda Motors (India) Ltd. was the World's biggest manufacturer of motorcycles (by quantity).

it set up a 50/50 joint venture, set up in 1984 with Honda Japan, to manufacture and sell motorcycles in India.

Hero Honda Motors captured the market for motorcycles in India, by offering an affordable 4-stroke, 100 CC motorcycle, that was extremely fuel efficient.

The strategy of Hero Honda Motors was to capture the market by offering a superior product at an affordable price

HERO HONDA INTENSE COMPITITION

The Indian two-wheeler industry is dominated by four players, Bajaj, HeroHonda, TVS Suzuki, and Yamaha

New challenges have come up: in 1999, Honda has set up a 100% owned subsidiary, which produces scooters, and represents a direct competitive threat.

players in the two wheeler industry include Bajaj Auto Ltd , Kinetic Motor Co Ltd , LML and Escorts Yamaha. Low – interest regime has

helped in reducing cost of loans , which will help in boosting sales of 2-wheelers

AWARDS AND RECOGNITIONS

Hero Honda Splendor rated as India's most preferred two-wheeler brand at the Awaaz Consumer Awards 2006

Best in its class awards for each category by TNS Total Customer Satisfaction Awards 2006:

HERO HONDA SPLENDORINTRODUCTION

Hero Honda Splendor has come up with all possible features of any standard bikes.

Apart from these features, this bike also has many advanced and customer friendly features.

This bike is equipped with every safety and comfort features for the convenience of the biker.

FEATURES OF SPLENDOR

Splendor is Designed with your comfort in mind, with a contoured low-slung seat, specially designed handle -bar and a strong double-cradled tubular frame.

4-stroke, 100 cc driving machine from Hero Honda.

The newly designed engine that gives you unprecedented fuel efficiency.

A well-cushioned low-slung seat helps you rest and ride atthe same time.

HERO HONDA TARGET AUIDECE

Congested areas of urban cities.

Males/Females between the age group of 18-36

Middle class people , mostly officials & executives

RURAL MARKETING- CHALLENGES AND OPPORTUNITIES

Our nation is classified in around 450 districts, and approximately 630000 villages which can be sorted in different parameters such as literacy levels , accessibility , income levels, distances from nearest towns, etc.

Therefore, marketers need to understand

the social dynamics and attitude variations within each village

the rural market certainly offers a big attraction to marketers

Rural marketing involves more intensive personal selling efforts compared to urban marketing

Marketers need to understand the psycheof the rural consumers and then act accordingly

This can be done by utilizing the various rural folk media to reach them in their own language and in large numbers so that the brand can be associated with the myriad rituals, celebrations, festivals, melas and other activities where they assemble.

Marketing In Rural India

In September-98 they established rural marketing sales

They did not rely on T.V or press advertisements but focussed on parameters like fares, melas

etc.

Looking at the ‘kuchha’ roads of village they positioned their mobike as tough vehicle.

Their advertisements showed Dharmendra riding Escort with the punchline ‘Jandar Sawari, Shandar Sawari’.

Wall paintings, Posters nearby Dabbas

On vehicle advertising- local trains, ST buses

Free samples, Demonstration of the product, Door-to-Door service.

On ground activities- Puppetry, Cinema Slides.