SYMBIOSIS INSTITUTE OF MANAGEMENT STUDIES

Marketing Management
Hero Honda Splendor
Submitted by

Vs. Itisha Yadav 06

Jonita Mohbe 09
Jobin Goerge 30

Honda Activa Kanwar Angad 57

Gurtej Singh 49

John Deric 56
Benefits :
Vehicle Hero Honda Honda Activa
Factors Splendor
Product Powerful less Comfortable ride, smooth
vibrating engine, control, good luggage
attractive headlights & space, metal body to save
cost on repair
styling, range of
colours and
combinations
Service Around 4500 Around 400 dealers
customer touch and service centers
points
Personal Faster , so more Comfortable, so
time to do work fatigue is less
Image As a utility bike, with Styled for comfort ,
good power and looks low noise and is sturdy
and fuel economy
Cost Factors :
Vehicle Hero Honda Honda Activa
Factors Splendor

Price Rs. 48000- 50000/- Rs 45000/-

Re-sale Value Rs25000/- Rs20000/-

Fuel Economy 60kmpl 35kmpl

Maintenance for 5 yrs Rs12000/- Rs10000/-

of life
Rating Scale
Male (Benefits):

Vehicle Hero Honda Honda Activa

Factors Splendor
Product 8 07

Service 10 10

Personal 8 06

Image 9 5
Male (Costs):
Vehicle Hero Honda Honda Activa
Factors Splendor

Monetary 10 8

Time 5 10

Running 0 10

Psychic 0 8
Female (Benefits):

Vehicle Hero Honda Honda Activa

Factors Splendor
Product 7 10

Service 10 10

Personal 6 10

Image 5 10
Female (Costs):

Vehicle Hero Honda Honda Activa

Factors Splendor

Monetary 10 6

Time 8 10

Running 0 10

Psychic/Convenience 10 0
Male:
CDV (Hero Honda Splendor , Bike)
(8+10+8+9)-(10+5+0+0)=20
CDV (Honda Activa, Scooterette)
(07+10+06+05)-(8+10+10+8)=-8
Female:
CDV (Hero Honda Splendor, Bike)
(7+10+6+5)-(10+8+0+10)=0
CDV (Honda Activa, Scooterette)
(10+10+10+10)-(06+10+10+0)=14
 From the above comparison we can see that the
CDV for males is higher for Hero Honda
Splendor (20) as against the CDV for females
which is (0)
 Similarly the CDV for Honda Activa for males
is lesser (-8) as compared to that for females
which is 14
 Thus clearly the Hero Honda splendor is a
preferred bike by males and the Honda Active
scooterette is preferred by females
THANK YOU