HERO HONDA PLEASURE

“ WHY SHOULD BOYS HAVE ALL THE FUN”

PRESENTED BY

•Manju Parihar.
•Sham Sunder Gandhi.
•Irfan Bashir
 Key issues of the case
•Positioning the brand distinctly for women.
•Empowering the women to have equal mobility to men.
•The ease and self reliance by product design.
•Effective communication to target segment as Hero
Honda not just scooter it is a life style.
•The product was launched by applying both emotional
as well as rational approach
 MAIN FOCUSED ISSUE

The whole case is based on positioning and effective

communication of the message to the customers about the
pleasure scooter.
In marketing, positioning has come to mean the process by
which marketers try to create an image or identity in the minds
of their target market for its product, brand or organization
 Hero Honda Pleasure Image

•FUNCTIONAL
•100cc engine.
•Gearless comfort.
•Light weight and easy to
maneuver.

•MENTAL
•I have an identity. HERO •SOCIAL
•I can decide where I
wish to go.
HONDA •Image of a modern
PLEASURE woman.
•I can stand up
•Symbol of self reliance.
against the tide.

• SPIRITUAL
• This is my personal
belonging.
•Girls are special; so is
my bike.
•
Honda
 Marketing mix
1.PRODUCT . Hero honda pleasure
100cc engine
Gearless comfort
variation of color availability
Self start.
PLACE: Hero honda launched exculsive showrooms intending to buy
scooters as name JUST 4 HER
PRICE :Affordable price which ranges from 25000 to 40000 thousand .
PROMOTION:
•The availability of women staff at every show room.
•Any time service to reassure owners we will care any time any where.
•CRM program in the form of lady rider club to provide post purchase
experience
•Tangible gifts and discounts
•Celebrity endorsement; priyanka chopra and dinner with hrithik roshan and
lucky drawn offers
 Sales performance
Hero Honda pleasure have shown the growth of
54%.
•In fy 2009-10 HH have total sales of 204831 in whole
India including Nepal.
•Increase in sales around 40000 In 2010.
•Market share of 14% .
B.C.G MATRIX
STRATEGIES TO INCREASE SALES

•.Digital space or website banners.

•Community tie ups with sun silk gang of girls.
•Promote offers through SMS on women day.
•Develop ringtones for the pleasure signature tune
•Learn and get trained and take the pleasure.
•Special events for women's day.
•Miss pleasure contest.
•Sponsorship in school and college fests.
•Discount offers on buying 2 0r 3 scooters.