PRODUCT BRANDING

OF
Hero Honda KARIZMA

By :-
ANUJ KUMAR
MFTECH (AP) –II
NIFT, NEW DELHI
 CONTENTS
 Introduction of product

 features of the product

 IPR used in the product

 branding strategy of the product

 how IPR is for brand protection

 marketing strategy and IPR

 advertising methods incorporated with product

INTRODUCTION OF PRODUCT
Hero Honda Karizma is the best that has been launched in India. Now it gets even
better with the all new racer edition : The New Karizma R. The price of Karizma is
Rs.84000 and the engine packs an awesome 17 horse power in a 223cc Engine..

The latest model to have graced the Indian tarmac is Hero Honda's latest bike, 223
CC Karizma, which with its updated technological inputs have made the bike favorite
among bike lovers.

The sleek designing of Karizma is quiet similar to its Japanese version, the legendary
& giant Honda's cult VFR 800. Be it the alloy die-cast wheels, tailpiece, front
indicators, fairing, silencer unit, seat, panel shapes and instrument binnacle,
everywhere the new model has been given a face lift with a dash of panache.

Boasting of a top speed of 125kph, the bike commendably performs at an

approximately 100kph. While the beautifully designed mag wheels impart a very
uncluttered look to the rear wheel, making the bike perfect & an instant eye catcher
while gracing the roads.
FEATURES THE PRODUCT
Dimension & Weight
Overall height 1160 mm
Overall length 2125 mm
Overall Width 755 mm
Wheelbase 1355 mm
Ground Clearance 150 mm
Kerb weight 150 kg
Fuel Tank Capacity 15 litres
Engine
Type OHC, Air Cooled
Stroke (2/4) 4-stroke
No. of cylinders Single Cylinder
Displacement 223cc
Electrical 12 V, 7.0 Ah
 Transmission

No. of Gears 5 speed

Clutch Multi-plate wet type

Performance

Maximum Power 16.8bhp @ 7000rpm

Max. Torque -

Start Kick / Electric

Suspensions

Front Telescopic Hydraulic Shock Absorbers

Rear Swing arm with 5 step adjustable type hydraulic shock absorber

Brakes

Front Disc Brakes, 276 mm diameter

Rear Internal Expanding Shoe, 130 mm

Tyres

Front 2.75 x 18” - 42 P

Rear 100 / 90 x 18” - 56 P

Source: http://www.herohonda.com/
IPR USED IN ALL PROCESS
TRADE MARK
A distinctive word, phrase, logo, graphic symbol, or other device
to identify the source of a product or service, brand to distinguish
a manufacturer’s or merchant’s products from anyone else’s

The company get right as trademark for there logos

They gone for it as to protect there logo from misuse.

 INDUSTRIAL DESIGN
The company gone for industrial design
right to save its model of the bike, as it is
having unique, sporty, and attractive look
PATENT

Having 250cc single cylinder, 4 stroke,OHC engine

which they get patented

OHC in general means OverHead Cam

In the OHC engine the camshaft is installed in the

cylinder head and valves are operated either by the
rocker arms or directly through the lifters (as in the
picture).

The advantage is that valves are operated almost

directly by the camshaft - easy to achieve the
perfect timing at high rpm. Also it's possible to
install three or four valves per cylinder
BRANDING STRATEGY
They gone for various strategy :- taken HRITHIK ROSHAN as brand ambassador
BRAND MARKETING
HOW IPR IS FOR BRAND
PROTECTION
TRADE MARK

INDUSTRIAL DESIGN

PATENT
MARKETING STRATEGY
• Identify opportunities and threats
• Identify customer needs
• React to a competitive environment
• Careful planning to make a New or improved product
• Use the 4 P’s….
 Product service
 Price
 Promotion
 Place (distribution)
• Retain flexibility to react to changes
they gone for the survey with questionnaire of selecting bike by the customers and the
following results

Awareness through media

S.NO MEDIUM NO.OF PERSONS PERCENTAGE
1 TELEVISION 34 68%
2 NEWSPAPERS 8 16%
3 FRIENDS 8 16%
TOTAL 50 100%

Decision maker while purchasing

S.NO DECISION MAKER NO.OF PERSONS PERCENTAGE
1 PARENTS 28 56%
2 THEMSELVES 19 38%
3 FRIENDS 3 6%
TOTAL 50 100%

Factors preferred during purchase

S.NO FACTOR NO.OF PERSONS PERCENTAGE
1 DISCOUNTS 25 50%
2 GIFTS 7 14%
3 EXCHANGE OFFERS 18 36%
TOTAL 50 100%
ADVERTISING METHODS
Gone to the colleges for the test drive of the bike

Sponsored various shows like

SA RE GA MA PA challenge

Sponsoring games

Arranged HERO HONDA ROADIES show