ACKNOWLEDGEMENT

I would like to express my special thanks of gratitude to my teacher

Mr. Swarup Kr. Bhattachariya as well as our principal Mr. Chandan
Banerjee who gave me the golden opportunity to do this wonderful
project on the topic Advertisement Management of Hero MOTO
CORP.

Lastly I would like to thank my training and placement officer Mr.

Subhoday Ghosh and my parents for giving me the most valuable
time and guidance without their guidance this project would not
been a reality.

________________________________________________________
 INDEX
1. INTRODUCTION.
2. MORE ABOUT HERO.
3. TERMINATION OF HERO HONDA JOINT VENTURE.
4. HERO ADVERTISING BUDGET.
5. ADVERTISEMENT TYPE OF HERO.
6. ADVERTISEMENT OF HERO IN INDIA.
7. ADVERTISEMENT OF HERO IN FOREIGN MARKET.
8. AFFECT OF ADVERTISEMENT IN INDIAN MARKET.
9. AFFECT OF ADVERTISEMENT IN FOREIGN MARKET.
10. ADVERTISEMENT OF HERO IN SERVICE.
11. HERO CUSTOMER RETENTION (GOOD LIFE).
12. PHYSICAL ADVERTISEMENT OF HERO.
13. HERO ADVERTISEMENT BY CAMPING.
14. HERO FUTURE PLAN IN ADVERTISEMENT.
15. SUGGESTION ON HERO BY ME.
16. CONCLUSION.
17. BIBLOGRAPHY.
 INTRODUCTION
Advertising is a paid form of non personal form of presentation and
promotion of goods and services and ideas by an identified sponsor.

Therefore advertising plays a very important role in sales and

promotion of products as its creates a psychological desire among
people to buy the product, now the product can be of many types
therefore the advertising are also of many types.

In this project work we will learn in detail that how the automobile
company of India HERO MOTO CORP advertise its product to
compete in Indian market as well as international market and the
type of advertising strategy taken by them in the core of time to
become the largest two wheeler company of the world.

In this project work i have discussed how a big organization

promotes its product and a has a sustainable impact in Indian market
as well as international market the possible suggestion which i feel
are also discussed on the way same.

We will also learn how advertisement plays an important role yet

being so simple in nature

One small inappropriate step can make blunder to an organization

and likewise a good step can step up benchmark profit.

It can be said that advertising is the back bone for sales and
services with proper market study and advertising plane on
organisation can work wonders the same was of Hero, Hero proudly
claims that Hero’s market plan and Advertisement plan is the
backbone of the industry’s profit.
 MORE ABOUT HERO
Hero MotoCorp Limited, formerly Hero Honda, is an Indian
multinational motorcycle and scooter manufacturer headquartered
in New Delhi. The company is the largest two-wheeler manufacturer
in the world, and also in India, where it has a market share of about
62% in the two-wheeler industry. As of 27 May 2021, the market
capitalization of the company was ₹59,600 crore (US$7.8 billion).
Hero Honda started its operations in 1984 as a joint venture
between Hero Cycles of India and Honda of Japan. In June 2012,
Hero MotoCorp approved a proposal to merge the investment arm
of its parent Hero Investment Pvt. Ltd. with the automaker. This
decision came 18 months after its split from Hero Honda.
"Hero" is the brand name used by the Munjal brothers for their
flagship company, Hero Cycles Ltd. A joint venture between the Hero
Group and Honda Motor Company was established in 1984 as the
Hero Honda Motors Limited at Dharuhera, India. Munjal family and
Honda group both owned a 26% stake in the company.

During the 1980s, the company introduced motorcycles that

were popular in India for their fuel economy and low cost. A popular
advertising campaign based on the slogan 'Fill it – Shut it – Forget it'
that emphasized the motorcycle's fuel efficiency helped the company
grow at a double-digit pace since inception. In 2001, the company
became the largest two-wheeler manufacturing company in India
and globally. It maintains global industry leadership to date. The
technology in the bikes of Hero MotoCorp (earlier Hero Honda) for
almost 26 years (1984–2010) has come from the Japanese
counterpart Honda.
 TERMINATION OF HERO HONDA JOINT VENTURE
December 2010, the board of directors of the Hero Honda Group
had decided to terminate the joint venture between Hero Group of
India and Honda of Japan in a phased manner. The Hero Group
would buy out the 26% stake of the Honda in JV Hero Honda. Under
the joint venture, Hero Group could not export to international
markets (except Nepal, Bangladesh and Sri Lanka) and the
termination would mean that Hero Group could now export. From
the beginning, the Hero Group relied on their Japanese partner
Honda for technology.

Honda exited the joint venture through a series of off-market

transactions by giving the Munjal family, which held a 26% stake in
the company, an additional 26%. Honda, wanting to focus only on its
independent fully owned two-wheeler subsidiary, Honda Motorcycle
and Scooter India (HMSI), exited Hero Honda at a discount and get
over ₹6,400 crore (equivalent to ₹120 billion or US$1.6 billion in
2020) for its stake. The discount was between 30% and 50% to the
current value of Honda's stake as per the price of the stock after the
market closed on 16 December 2010.

The rising differences between the two partners gradually

emerged as an irritant. Differences had been brewing for a few years
before the split over a variety of issues, ranging from Honda's
reluctance to fully and freely share technology with Hero (despite a
10-year technology tie-up that expired in 2014) as well as Indian
partner's uneasiness over high royalty payouts to the Japanese
company. Another major irritant for Honda was the refusal of Hero
Honda, mainly managed by the Munjal family),to merge the
company's spare parts business with Honda's new fully owned
subsidiary, HMSI.
 HERO ADVERTISING BUDGET
Hero is the largest two wheeler company in India as well as the world
with average sales of 5.8million units per year, that is why hero
spends a huge amount of money in persuasive and aggressive
advertisement as a result according to TAM INDIA reports Hero spent
a amount of 600cr in the financial year 2021-2022 for promotion of
sales and services in Indian market.

The number goes even high for international market as Hero has
spent almost 980cr for promotion of sales and services in
international market.

Hero targets the economic class of the society that is why the
company works of sales maximisation principle where the price of
the vehicles are affordable and the product is reliable with high
endurance.

Hero often does social work as a Corporate Social Responsibility

which also works as publicity stunt as well (bike ambulance in Bihar,
free bikes air force pilots, road construction in Imphal)

In this way hero fixes its budget of advertising where the entire
budget is broken into 3 parts National, International and CSR etc.

There are also other competitors like Honda, TVS, Bajaj with their
own marketing strategy and advertisement strategy but Hero has the
bigger dominance among them in every respect.

The ads are generally shown on TV, Social media, banner, Social
gathering, mall, news paper, business magazines etc which has a
psychological effect among the customers as a result a big market
base.
 ADVERTISEMENT TYPE OF HERO
Hero targets the economic class of the society where the daily
commuting is taken into perspective along with resilience and
endurance.

Therefore the adds which are shown on TV, Social Media or in

other words all movable adds have a similar fashion where a
economic citizen is shown and he rides his bike daily and does his
daily work in that bike with no tension of empty tank or break down.

The main features of the bike like the mileage endurance and
resilience are shown in the main frame. Along with the add others
features like bright head lamp soft suspension like features are also
shown.

The ads also contain details like the price of the bike and
affordable EMI shames are displayed at the same time.

The ads are compiled and rendered as one video but the audio is
rendered differently in regional languages.

This is a very simple yet important function to create

customer base as because generally the economic Indian are
illiterate in nature due to circumstances, even they can also here or
listen to the add and get interested about the product.

This is a psychological cognitive development to make aware

of the product and to create a desire among customers; as a result
hero is very popular among the economic society and the dominance
of it cannot be overfed.
 ADVERTISEMENT OF HERO IN INDIA
Indian culture is very diverse a unity in diversity dominates the
country for ages and the Hero ads are also of the same nature a
vibrant variation in seen with very unique and social concept.

The ads have influencers like Bollywood stars, cricketers,

Olympian etc where they are dressed as a normal Indian and
promoting the product.

There are also regional ads where regional influencers are

brought to cast and the audio is also in regional language so that
common people can understand.

The ads have an Indian based social ethics which gets changed
accordingly with countries afire of interest.

Hero calls it as Hero for good according to hero it is a good cause

which drives the hero owners with a feeling of pride.

The ads generally regional in language so that common people

can understand along with social culture flavour and price tag
displayed along with affordable EMI rates are also displayed and if
any carnival offer is available then that are also displayed along as
well to give additional boost to customers.

According to customers they love the Hero ads as they find the ads
very relatable which also give an additional boost in interest to the
customers.

The most important thing is that hero bikes are like social
upliftment to Indian middle class so they prefer Hero over other
brands which also have a great advantage as well.
 ADVERTISEMENT OF HERO IN FOREIGN MARKET
The main reason for the cancellation of Hero Honda joint venture is
to be able to sell out in foreign market.

Hero is in Middle East, Africa, Europe and Australia and in more

than 50 counties.

The ads are generally based on the culture ethics and geographical
aspect of the country and the target audience in international
market is same the economic division along with Sports and Super
Sports division.

In economic division the resilience and endurance along with

mileage are brought into perspective along with price tag and
affordable EMI rates.

In Sports and Super Sports division the performance are

highlighted along with flagship features like autobleep, glide through
top end bhp are brought to lime light.

It is very important to say that although Hero is a new comer in

foreign market but the impact leads the way the only reason behind
it is advertising strategy, resistant to weather material, affordable
price point and effective emi schemes.

As the ads are based on social culture and served regionally in

audio the ads are appreciated by each and every country as a result
being a new comer in international market the impact of the
company is leading the sales.
 AFFECT OF ADVERTISEMENT IN INDIAN MARKET
The effect is very clearly seen as hero focus on aggressive
advertisement even though by keeping the social ethics good.

The ads are very relatable to Indian customers that is the reason
that reason Hero has a share of 39.2% in Indian market followed by
Honda at 20.5%, Bajaj at 14.3%, TVS at 13.7%, SUZUKI closing at 4.8%
then comes Royal Enfield at 4.3% Yamaha at 2.9% other companies
like KTM, TRIUMP, BMW are tending to zero in the market share
perspective.

Hero also has seen a significant rise in sales from the year of 2019,
2020-21 as according to TAM India reports Hero sold 2.8 million units
in the session of 2018-19 followed by 3.2 million units by the 2019-
20 session and 5.8 million by 2020-21.

Therefore it is quite clearly seen that there is a continuous

growth in the sales of the products of Hero despite the global
pandemic is the merry effect of doing effective advertisement.

The quality of product is also taken into consideration as they are

affordable at the same time they are reliable which is a major
advantage of hero in customer retention.

The ads shown have a similar Indian vibe where a normal citizen in
shown as commuter which in turn can be relatable to most of the
Indian citizen and the audio of advertisement as well as the writings
are done in local languages plays a significant part in the result of
sales of hero.
 AFFECT OF ADVERTISEMENT IN FOREIGN MARKET
Hero is the largest two wheeler company in India as well as the
world, as hero targets the economic society and sales maximisation
technique therefore hero is leading in global market as well.

According to TAM India Hero global market share is 41% followed

by Bajaj at 24%, Honda Motorcycles and Scoter at 16% then comes
TVS doing at 13% Yamaha at 3% followed by Suzuki at 2% and
Mahindra at 1%.

Hero being a new comer in the global automotive business the

growth is very remarkable; all this is possible only because of
advertisement campaign of hero.

Hero bikes are remarkable feet in global market as because they are
affordable at the same time they are long lasting along with low
maintenance as well.

The economic division society favours hero bikes over other brands
that are why hero global grounds are leading the path to the
automotive industry.

The ads shown here are based on culture and prospect of the
country’s ethics; hero often does social work in global market to
indirectly advertise their branding.

For example Hero’s largest container ship EVERGREEN was

deployed in Africa for the transportation of Covid Vaccine as a result
the sales were high despite the global pandemic as people drove the
bike for necessity and with pride.
 ADVERTISEMENT OF HERO IN SERVICE
Hero is the best two wheeler company in terms of providing
after sales services to its customers, there are also
advertisement inside the work shop, here affordable service
subscriptions are displayed in posters on local languages
along with other festival schemes.
Hero claims to give 5 years of warranty on bikes to hero
owners details regarding that are also are also displayed on
local languages so that normal people can read and
understand.
Other posters like new launch of vehicle or be it a new
demo bike are also put to display for promotion so that
people can get a clear idea of what Hero is going to launch
along with emi schemes to give additional boost to people to
exchange their old hero bike to a new Hero bike.
 HERO CUSTOMER RETENTION
Hero has a customer retention program for retention of existing
customers by the name Hero Good Life, according to hero this is for
maintaining a good relationship between customer and company.

Every hero owner are given a Good life card against the bike
which they are purchasing the card is used for rewards points every
time a owner services his bike from any outlet workshop his surviving
value is added as a point in the good life card as well and after a
certain time when his value is sufficient to claim a gift he gets a gift
from the hero company that can be anything like backpack, watches,
garments etc.

In this a there is drive among the customers for which they

go to the workshop when ever servicing in need and prefers
company maintenance over any third part maintenance.

In this way Hero retains its customers and there has a very big
customer branding as well, the main things also includes customer
satisfaction services that if a hero owner is not happy with its
servicing then he or she may visit the workshop for his quarry he or
she will be served free of cost.

Hero not only stress on servicing rather to say good servicing

which best in class than any other company Hero believes that
customers are the biggest advertisement if they are satisfied then
they will bring business for the company and in reality this works the
way same.
 PHYSICAL ADVERTISEMENT OF HERO
Physical advertisement means touch besides showing products hero
also advertise trough leaflets banner and poster which are placed
strategically on the places of high gatherings like bus terminals
Railway platforms, etc so that they can be viewed by local middle
class section of the society who are not so frequent towards the
television the banners have a similar lay out like that of
advertisement of TV where the format is same across the country
but the writings are on local languages and key features of the bike
like specification, price, fuel economy are shown and more

Importantly affordable price along with affordable

emi schemes are also displayed so that they can be easily get
attracted by peoples and more importantly the address to the
nearest out let is also inscribed, the same goes for poster as well but
as they are smaller in size hence produced more in number and
placed on various placed with notations written in local language and
nearest outlet address.

In this way hero reaches out to every possible people of

every type in the market even the workers who don’t have TV in
their home so that he can look at the bill boards and poster to get
idea about the product. These ads also reinforce the desire for the
people to buy the product.

In this way hero does physical advertisement for the people

which in term works wonders for them.
 HERO ADVERTISEMENT BY CAMPING
Hero often does camping for promotion of sales and services in
remote areas where there is very less connectivity of advertisement
platform, this is been conducted by the nearest out let from the
location but generally they are not.

At first the place where the camp is to be held are decided

then few days prior to that a campaigning car is arranged which does
micing in and around that area that on some particular day there will
be a camp of HERO sales and services.

On the d day a huge tent is being installed in an open area

along with few movable banner and 8 to 10 cars for display and sales
a finance official is also placed to give finance scheme to potential
customer and even along with a mechanic who does minor to
moderate repairing of hero vehicles on the sport with reasonable
price.

In that camp there are potential customers who buy the product
even lots of people take information of bikes and even a lot of
enquiry comes buy which are followed and converted to potential
buyer later.

In this way hero puts up camp and sells a lot of product which is
almost 15% of the annual sales, according to hero this is the effective
strategy to promote sales and services in rural areas.
 HERO FUTURE PLAN IN ADVERTISEMENT
Hero got a lot of good result by creating lots of relatable Indian ads
or ads which are based on social ethics of people or country.

Although the ads were performed by paid professionals but in

future hero aims to create ads by casting real hero owners, Hero
think that by this the ad will create more impact among peoples and
they intend to do this in every sector be it in Indian market or foreign
market.

The ads which will be shown near future possibly being more
impacting in nature and might have a psychological effect on citizens.

Hence Hero might see more growth in sales service in coming

years with proper market analysis and good and effecting
advertising.

According to reports Hero will not cast any star from now on rather
use real life peoples from different profession and the ads will be on
how easy is there life commuting on a hero bike, hero wants to show
case the real case of scenario of Indian citizen as hero claims that
hero bikes are made for Indian roads.
 SUGGESTION ON HERO
Hero is doing absolutely great in terms of marketing sales
campaigning there is no question about there is a very big market
customer with a great customer base and growth.

According to me what I do believe that is hero should start

research and development in high end bikes with more performance
in frame which other companies like Yamaha , KTM, Royal Enfield are
doing the condition of roads in India are far better from before
therefore it is necessary to have a better bike to reach destination
faster.

It is not that hero has not designed any bike like this but they had
never made it to production bikes like HX250R, Hero ZIR, Hero Hastur
and many others has never made it to production.

Hero being a big company does not have any bikes over 200cc in
Indian market is not acceptable; being an Indian company it is India’s
pride but with no proper bike 300cc in like losing a massive amount
of business as potential swaps to other brands like DOMINAR 400,
APARCHE 310rr.

This should be taken into consideration which in turn Hero will

become popular among potential high end bike owners.
 CONCLUSION
The purpose of this research was to identify effective strategies
adopted by HERO MOTOCORP for sales, service promotion in Indian
market as well as International market. The basic fact is this that
Hero makes aggressive and persuasive advertisement for every
market be that national market or international market.

The main reason why everyone likes Hero bikes ad is because the
ads are based on native ethics, culture and society and hence the
growth of hero is better than any other two wheeler company in the
world.
 BIBLOGRAPHY
The sources of information are taken from many authentic peoples
and associates and they are absolutely legit according to my
knowledge, the sources are associates of hero and they have the raw
data of the company stream lined as a result it was easier for me to
understand the concept and situation, which are as follows :-

1. TAM India Auto Magazine

2. Sri. Chandra Sekhar Roy (Network Manager of Hero Rudra
Automobiles)
3. Sri. Raja Bhattacharyya (Hero FinCorp Finance Zonal Head)
4. Sri. Avinash Rajput (Territorial Advertisement Head zone East)
5. Mr. Arghya Samanta (Marketing Head Hero Eastern Zone)
6. Sri. Mintu Chowdhury (Authorised Dealer Hero )
7. Sri. Dipak Rudra (Authorised Super Dealer Hero)
 DECLERATION
I hereby declare that this project report titled “ADVERTISING
MANAGEMENT” has been successfully completed at RUDRA
AUTOMOBILES, towards the partial full filament of the
requirement for the award of the degree “Bachelor in Business
Administration – (Honours)”from Advance Information and
Management Studies, Durgapur affiliated to Maulana Abual
Kalam Azad University of Technology. This is an original
manuscript developed by me and has not been furnished from
any source thereof, has not formed the basis for the award of
any degree, diploma or any such titles by this institute or any
other universities.

DATE:

LOCATION:
 A PROJECT

ON

ADVERTISEMENT MANAGEMENT

OF

BY
ARGHYA KAMAL CHOWDHURY
BBA
ADVANCE INFORMATION AND MANAGEMENT
STUDIES
MAULANA ABUL KALAM AZAD UNIVERSITY OF
TECHNOLOGY
INTRODUCTION
 PAWAN MUNJAL THE OWNER OF HERO

BRIJMOHAN LALL MUNJAL THE FOUNDER OF

HERO HONDA
TERMINATION OF HERO HONDA JOINT VENTURE
 HERO HONDA TO HERO

ADVERTISEMENT TYPE OF HERO

DIFFERENT LANGUAGE SAME THEME
ADVERTISEMENT OF HERO IN INDIA BASED ON
SOCIAL & CULTURAL ETHICS
HERO ADVERTISEMENT IN KENYA
ADVERTISEMENT OF HERO IN BANGLADESH

THE ADVERTISEMENT OF HERO IN

INTERNATIONAL MARKET HAS ETHICS AND
CULTURE BASED ON THAT COUNTRY
HERO ADVERTISING BUDGET
 AFFECT OF ADVERTISEMENT IN INDIAN MARKET

UNITS SOLD IN MILLIONS

7

4 UNITS SOLD IN MILLIONS

0
2019-20 2020-21 2021-22

AFFECT OF ADVERTISEMENT UNIT SOLD INCREASED

Affect of advertisement in foreign market

Hero has highest market share globally.

ADVERTISEMENT OF HERO IN SERVICE
HERO

BANNER/DISPLAY POSTER/LEAFLETS
A REAL LIFE DOCTOR CAST IN HERO ADVERTISEMENT