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The Indian automotive industry consists of five segments: commercial vehicles; multi-utility vehicles & passenger cars; two-wheelers; three-wheelers; and tractors. With 5,822,963 units sold in the domestic market and 453,591 units exported during the first nine months of FY2005 (9MFY2005), the industry (excluding tractors) marked a growth of 17% over the corresponding previous. The two-wheeler sales have witnessed a spectacular growth trend since the mid nineties.
Honda two wheelers came to the Indian shores in 2004 with the launch of the sleek Honda Unicorn. The Honda Unicorn introduced the first puncture resistant tubes to the Indian twowheeler market. Honda followed up its success with motorbikes by groundbreaking scooters like the Honda Activa, which has owners all over the country beaming with pride and pleasure. After a period of successful marketing of its products it never looked down, It geared up with great bikes like Honda Shine, which really shined in the 125cc bike market, Honda Stunner ,which robed the hearts of young stars and with twisted the minds of people with its Honda Twister and trying to get the glory of unicorn with its Honda Dazzler It has good amount of market share among scooter segment with high demanded Honda Active and followed by Aviator and Dio. It even entered in to fun biking culture by introducing the international standard racing bikes like
Honda Motor Company, Japan with its headquarters in Tokyo, has manufacturing operations in 32 countries with 109 production bases. The company principal of Honda Worldwide is dedication to supplying products of the highest quality yet at a reasonable price for worldwide customer satisfaction. It has 3 business divisions namely 2-wheelers, 4-wheelers and Power Products. Apart from HMSI that manufactures 2-wheelers, the other business divisions in India include Honda Siel Cars India Limited (HSCI) and Honda Siel Power Products Limited (HSPP).
Honda Motor India Pvt Ltd. (HMI)
Honda Motor India the wholly owned subsidiary of Honda Motor Co., Ltd Commences Operations, Beginning with HSCI Parts Operations (HMI) formally began its operations from its corporate office in Greater Noida, Uttar Pradesh, India from December 1, 2006 The plan to set up HMI was first announced by Mr Takeo Fukui, President and CEO, Honda Motor Co., Ltd, during his visit to New Delhi. Formation of HMI is part of the overall strategy to strengthen and integrate operations of Honda companies in India with respect to service parts.
Honda is the world''s largest manufacturer of 2-wheelers. Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI), is a 100% owned subsidiary of Honda Motor Company Ltd., Japan. Current HMSI products include Activa, Dio & Aviator in Scooters and CB Unicorn, CB Shine, CBF Stunner, CB Twister & CB Unicorn Dazzler in Motorcycles. All products have been well received in the market and have created new benchmarks in their respective categories. HMSI has also entered the Fun-Bike market last year with the launch of CBR1000RR Fireblade and CB1000R bikes in the Indian market.
y y y y y y y y y y VFR 1200F CBR 1000RR CB 1000R CBF STUNNER PGM-FI CB UNICORN DAZZLER CB UNICORN CBF STUNNER CB SHINE CB TWISTER AVIATOR
Honda Race series
VFR1200F: Exhilarating Honda V4 performance. Instant power with every twist of the throttle. There is something utterly compelling about the V4 engine of the new Honda VFR1200F. A remarkable blend of raw power, never-ending torque and advanced mass centralisation. All expressed in the beat and feel that only a V4 configuration from Honda can deliver. The technology used to achieve this is at once both simple and highly complex in its execution. For example, by completely redesigning the engine layout, Honda were able to produce a shorter engine that allowed them more freedom when positioning it within the frame. This enabled the creation of near perfect weight distribution. The innovation of a new 28° phased shift crankshaft was simple but very effective ± reducing the vibration associated with a traditional V4 configuration, but retaining the distinctive linear power delivery and physical sensation that V4 owners know and love. The closed crankcase and UNICAM technology come from the RC212V MotoGP motorcycle and motocross race machines, while the unique voice of the new exhaust speaks a language to stir the soul. CBR1000RR: Sired by a MotoGP champion and tempered in the fires of world superbike and endurance competition, all- new CBR1000RR Fireblade vividly brings to life searing performance, omniscient control and a thrilling beauty and simplicity of form that sets hearts and minds racing.
Honda Motor cycles
CB Unicorn is powered with Honda 4-stroke, 150cc engine and incorporates many cutting-edge technologies developed by Honda¶s global R&D team. It sets new benchmark in the uppper majority motorcycle segment in India with its swift acceleration, superior mileage, international styling, riding comfort and convenience. CB Unicorn is engineered and styled for the taste of the younger generation. With the 4-stroke, 150cc engine delivering a whooping 13.3 bhp, CB Unicorn is the fastest motorcycle in India racing from 0 to 60 kms* per hour in a mere 5 seconds. It has a distinctive sporty and macho design with a racy front face, masculine fuel tank with knee grip and a sleek rear cowl. CB Unicorn offers perfect balance of pickup and mileage, delivering 60 kmpl through its famed 4-stroke Honda engine, cutting edge technologies like Multi-Mapping CDI, Tumble Flow Combustion Chamber, Roller Rocker arm, and a Classy Aerodynamic Body. CB STUNNER:
Start down Style Boulevard. Get to the New Graphics (down Headturn Avenue).
Take a turn for the Newly Designed Under Cowl (watch out for Immediate Attention ± it has a looming presence). Keep a lookout for the Sharp Rear (it¶s the most happening place in the city nowadays, all the hot chicks are there). Go down Performance Avenue. For a mind-blowing drive, take the Honda¶s 125 cc Engine with 11 bhp 5 Speed Transmission (renowned the world over). Keep going straight down with the Wider Tubeless Tyres (A landmark is the The Black Alloy Wheels ± impossible to miss) Stop at the Disc Brakes. Take a roundabout from The Sporty Half Chain Case (leaves your head spinning really) and take the Handle Bar Weights (it¶s a stable ride despite the challenging roads). Get to the newly constructed Tachometer (it¶s a superb vantage point, you can see close to everything from here). Pass by Convenience Park.
Shine (Spoke Wheel) (125 cc)
An inspiring piece in the 125 cc motorcycle segment, the Honda Shine delivers excellent power, superior technology, and awesome looks. New bikes have showroom prices of around Rs. 40,400 and on-road prices of around Rs. 45,600 at Ahmedabad. Currently, Delhi has the lowest, and Mumbai the highest on-road price for Honda Shine (Spoke Wheel). Honda Shine (Spoke Wheel) bike prices vary upon the two-wheeler dealer's location.
Shine (Alloy Wheel) (125 cc)
This bike sets new benchmarks in the 125 cc segment by its engine efficiency, aesthetics, and low maintenance cost. New bikes in this series have a showroom price ranging from around Rs. 47,000 to around Rs. 53,000 inclusive of all charges like insurance, octroi, RTO, etc. Honda Shine (Alloy Wheel) prices vary with the two-wheeler dealer's location. Currently, Delhi has the lowest, and Mumbai the highest on-road price for Honda Shine (Alloy Wheel). Honda Shine (Alloy Wheel) bike prices vary upon the two-wheeler dealer's location.
y Honda Scooters
y Honda Eterno
Eterno (150 cc)
India's first 150cc scooter, Honda Eterno has revolutionized the concept of scooters in its segment. New scooter have showroom prices of around Rs. 35,800 and on-road prices of around Rs. 40,500 at Ahmedabad. Currently, Delhi has the lowest, and Bangalore the highest on-road price for Honda Eterno. Honda Eterno scooter prices vary upon the twowheeler dealer's location. y Honda Dio
Dio (100 cc)
The Honda Dio is named after Dyonisiac' or Cupid, the Greek god of love and son of Venus. New bikes in this series have a showroom price ranging from around Rs. 37,000 to around Rs. 42,000 inclusive of all charges like insurance, octroi, RTO, etc. Currently, Delhi has the lowest, and Mumbai the highest on-road price for Honda Dio. Honda Dio scooter prices vary upon the two-wheeler dealer's location. y Honda Activa
Activa (100 cc)
Honda Activa is a family two-wheeler and features a higher load carrying capacity than similar scooters. At the showroom, this scooter costs around Rs. 38,000 with an on-road price of around Rs. 43,000. Currently, Delhi has the lowest, and Mumbai the highest on-
road price for Honda Activa. Honda Activa scooter prices vary upon the two-wheeler dealer's location. y Honda two wheelers, in order to differentiate themselves from Hero Honda products are going high on innovative technology. Honda motorbikes and Honda scooters today are sure to provide you with something different from the average two-wheeler on the road. Honda needs to do that to compete against its own collaboration, Hero Honda, and build its separate market share. So right now, Honda consumers have everything going for them.
Strengths y y y y y y y y
wide variety of models and variants¶ strong distribution network strong technological support from R&D centre low cost attractive entry level models good high end fun racing models major players in the automatic gear scooter segment cost effective models in all segment Brand good will
Weaknesses y y y y y y
Market stagnation High competition from different brands Only few commuter attracted models Very late delivery Low production capacity Varied model compatibility
Opportunities y y y y y y y
Tremendous demand of two-wheelers in the market Varied customer tastes Lack of competition in scooter market Stringent pollution norms Rise in buying power of youth and women Crazy for run racing bikes 100% FDI allowance in automobile industry
Threats y y y y
Decrease in the buying¶s of scooters Entry of new brands in the market High Stringent pollution norms Dynamic technology implementation in automobile sector
It has strong marketing strategy that has been continuously evaluating in the market that dynamically effecting the sales of its bikes for different bikes It is maintaining strong distribution network and high dealer transactions along with good promotional activities that is enhancing brand value of the company. It is using different promotional activities y y y TV media Online and print ads
bill boards road shows etc
one of the latest attractive promotional ad in print media, TV and online is Honda twister is the new 110cc bike from the Honda 2 - wheeler stable in India. Honda and its communication agency dentsumarcom have taken a intriguing 3-box layout with the one question in bold to advertise the Twister. The question is "are you missing something and you dont know?"
y y y To study and analyse the various communications carried out by HONDA for their 2 wheeler segment Reviewing the positioning and the communications (if in same line) Analysing the branding activities carried out by HONDA
y y The study will be restricted to TV ,Online and print ads The following mediums will be analysed as far as branding is concerned y Internet y Newspaper / Magazine articles y Hoardings
Honda is positioning itself in the Indian market for different segments targeting as trendy youth bikes ,racing ,fashionable and mainly as common man commodity bikes by introducing different models and variants. To cope up with the marketing competition it depends on different marketing communications to reach and attract the masses. So far it had managed but the way of multi positioning requires quit rigorous marketing strategies with smart marketing communication for different positioning markets of Honda Two Wheelers in order to succeed.
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