Date post: | 12-Sep-2014 |
Category: |
Education |
View: | 7,244 times |
Download: | 1 times |
INTEGRATED MARKETING COMMUNICATION
PRESENTED BY- VARUN BHATIA VARUN KALIA SURINDER JAIN TRIPT TANEJA
GOURAV MUKHIJA
Driven By The Trust Of Our Customers
INTRODUCTION
•Hero Honda Motors Limited, based in Delhi, is the world's Largest manufacturer of motorcycles .
•A joint venture that began in 1984 between the Hero Group of India and Honda of Japan.
•Hero Honda's Splendor is the world's largest selling motorcycle.
•Total unit sold in year 2009-10 is over 4.5 million.
FACTS Type : Public company BSE:HEROHONDA MFounded: January 19, 1984 in Gurgaon,Haryana, IndiaHeadquarters : New Delhi, IndiaKey people: Brijmohan Lal Munjal (chairman & founder)
Toshiaki Nakagawa (joint managing director)Pawan Munjal (CEO)Industry: AutomotiveProducts: Motorcycles, ScootersRevenue: U$ 2.8 billionWebsite: www.Herohonda.com
HISTORYHero Honda is world’s third largest 2-wheeler maker. “THE LICENSE RAJ” : Customers in India were forced to
wait 12 years to buy a scooter from Bajaj. In the mid-1980s, Foreign companies permitted to
enter the Indian market through minority joint ventures.
Four Indo-Japanese joint ventures: Hero Honda, TVS Suzuki, Bajaj Kawasaki and Kinetic Motor Company (Kinetic Honda)
The 2006 Forbes 200 Most Respected companies list has Hero Honda Motors ranked at 108.
COMPETITORS
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.
MARKET SHARE OF MOTORCYCLES IN INDIAN MARKET
Hero HondaBajajTVSYamahaLMLKineticRoyal EnfieldMajetic
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
INTEGRATED MARKETING COMMUNICATION
-WAY TO SUCCESS
•Fuel efficient to marketing-led organization
•Advertising campaigns
•Product refreshes
•Brand health
Emotional Branding
Segmentation and sub branding
KARIZMA ZMR
GLAMOUR
SPLENDOR NXG
BIKE FOR ALL!!!
Rs.37000.00 to Rs.95000.00
Youngistaan....
Just 4 her.....
Fill It Shut It Forget It
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
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”
Types of AdvertisementsCelebrity Advertisements….
Brand endorsers- Virender sehwag, saurav ganguly, priyanka chopra, Hrithik roshan, Rajyavardhan rathore.
Types of AdvertisementsPrint and Outdoor Advertisement…
Types of AdvertisementsCovert Advertisement…
Mujhe Kuch Kehana hai – CBZGavaskar Border Trophy – “Man Of The Match” Hero Honda Bike
Types of AdvertisementsPublic service advertisements• “DESH KI DHADKAN” has truly capture the
Indian hearts, minds and souls....
Types of AdvertisementsBroadcast advertisements
HERO HONDA ROADIES 5.0•Immense fan following on twitter, face book, orkut .•It has approx. 1.25 lakh fan followers on face book.
Hero Honda SA RE GA MA PA
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.
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
Sales promotion
Hero Honda Passport ProgramCash incentive program
Sales promotion cont…
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.
CORPORATE SALESSingle 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
Press Release
Celebrating its 25th year, Hero Honda released an innovative
music video in the month of September. Titled "Hero Honda
Dhak Dhak Go“
Hero Honda recently won two very coveted awards - "The
Most preferred Brand of two-wheelers" award at the recent
CNBC Awaaz Consumer Awards 2008, and the "NDTV Profit
Business Leadership Award".
COMMUNICATION STRATEGYThe 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
Media Habits: find out habits and decide advertising
I find the newspap
er supplements really
worth reading
53%
I read a newspape
r most days60%
When I need information
the first place I look is the internet
37%
I listen to the radio every day
31%
I am a TV addict45%
I am a regular cinema
goer27%
40%
30%
15%
5%10%
Newspaper &MagazinesT.VExhibition &EventRadioDirect Marketing
SUGGESTION FOR BUGET ALLOCATION
Corporate Social Responsibility
Sustainable Enterprise/Vocational TrainingThe Green Supply ChainGreen RoofConserving energySafe manufacturing Green technology “We Care about How”
THANK YOU