Abhishek B.

Paunikar (11009)

Vaibhav Kate (11042)

Rahul Ninawe (11026)

Amit Kubade (11012)

CORPORATE PROFILE
Hero MotoCorp Ltd. (Formerly Hero Honda Motors Ltd.) is the world's largest manufacturer of two wheelers,based in India. In 2001, the Company achieved the coveted position of being the largest two-wheeler manufacturing Company in India and also, the World No.1 two-wheeler Company in terms of unit volume sales in a calendar year. HeroMotoCorp Ltd. continues to maintain this position till date.

Vision
The story began with a simple vision the vision of a mobile and an empowered India, powered by its bikes. Hero MotoCorp Ltd., companys new identity, reflects its commitment towards providing world class mobility solutions with renewed focus on expanding companys footprint in the global arena.

Mission
Hero MotoCorps mission is to become a global enterprise fulfilling its customers needs and aspirations for mobility, setting benchmarks in technology, styling and quality so that it converts its customers into its brand advocates. The Company will provide an engaging environment for its people to perform to their true potential. It will continue its focus on value creation and enduring relationships with its partners.

Strategy
Hero MotoCorps key strategies are to build a robust product portfolio across categories, explore growth opportunities globally, continuously improve its operational efficiency, aggressively expand its reach to customers, continue to invest in brand building activities and ensure customer and shareholder delight.

Products Hero Honda's product range includes variety of motorcycles that have set the industry standards across all the market segments. The Company also started manufacturing scooter in 2005. Hero Honda offers large no. of products and caters to wide variety of requirements across all the segments.

BRAND:
The new Hero is rising and is poised to shine on the global arena. Companys new identity Hero MotoCorp Ltd. is truly reflective of its vision to strengthen focus on mobility and technology and creating global footprint. Building and promoting new brand identity will be central to all its initiatives, utilizing every opportunity and leveraging its strong presence acrossports,entertainment and ground- level activation.

Environment Policy
Integrate environmental attributes and cleaner production in all

business processes Substitution of hazardous chemicals where viable and strengthen the greening of supply chain.

Quality Policy
Excellence in quality is the core value of Hero Honda's

philosophy. Innovation in products, processes and services. Continuous improvement in total quality management systems.

Safety Policy
Committed to safety and health of its

employees and other persons. Ensuring compliance with all applicable legislative requirements. Promoting safety and health awareness amongst suppliers & contractors. Continuous improvements in safety performance through precautions besides participation and training of employees.

INTEGRATED MARKETING COMMUNICATION -WAY TO SUCCESS

Fuel efficient to marketing-led organization Advertising campaigns Product refreshes Brand health

Company Strategy
Hero MotoCorps key strategies are to build a robust product portfolio across categories, explore growth opportunities globally, continuously improve its operational efficiency, aggressively expand its reach to customers, continue to invest in brand building activities and ensure customer and shareholder delight.

HERO
The 4Ps includes some factors which the companies uses for making his marketing activities & strategies. Hero MOTO COP also uses its own marketing mix.

HERO
MARKETING MIX

PRODUCT

PRICE

PLACE

PROMOTION

* 4PS +

HERO
PRODUCT CD Dawn, Splendor, Passion, Glamour, CBZ, Pleasure,Karizma etc.

HERO
PRICE : Price of Hero bikes start from Rs.40,000 to Rs.1,10,000.

HERO
PROMOTION: T.V. Add. News paper Add. Magazine Add. FM Radio Hoardings etc.

HERO
PLACE : All over INDIA And INTERNATIONALLY.

HERO
STP (SEGMENTATION,TARGETING&POSITIONING)

HERO
SEGMENTATION & TARGETING Splendor Price as well as fuel oriented . People. Glamour Price as well as tech. oriented people Karizma Status oriented people

HERO HONDA
POSITIONING : Worlds largest motorcycle manufacture company. It was commemorated by sales of over 15 million motorcycles.

Advertising
o Discarded product categorization on the basis of engine size

o Product differentiation was the key

o Avoided customer confusion of products o Karizma (premium segment) comes with the punch line, Always game

o The ad for the premium segment Hunk doesnt talk of speed or power at all
the focus is on the looks even while standing o The CBZ Extreme comes with the promise, Thinking is such a waste of time

Types of Advertisements

Celebrity Advertisements

Types of Advertisements
Mujhe Kuch Kehana hai CBZ Gavaskar Border Trophy Man Of The Match Hero Honda Bike

Covert Advertisement

Types of Advertisements DESH KI DHADKAN

Public service advertisements

Types of Advertisements
HERO HONDA ROADIES

Broadcast advertisements.

HERO HONDA SAREGAMAPA

Print Advertisements

Outdoor Advertisements

Affordable/Economicalt

100 cc motorcycle Fuel efficient & Affordable

Youth basis

Bike for all

Youngistaan

Just 4 her.....

Fill It Shut It Forget It

Har gaon, har angan

500 men 3 two months long waves additional sale of 15,000-16,000 motorcycles through each wave

Sales promotion
Large product portfolio starting from 40k to 1.10L Consistent launch of variants in the same models Wide range of colours available in each category Vast network of more than 2100 committed Dealers and Service outlets spread across the country Festive offers- Rs 1000 discount with free accidental insurance

Sales promotion

Cash incentive program

Sales promotion cont

Pleasure promotional features

6 free services 2 years warranty 9 shades of color Dual tone Auto start

Hero Bajaj TVS Yamaha LML Kinetic Royal Enfield Majestic

SWOT Analysis
Strengths
Ability to understand customers needs and wants Recognized and established brand name Effective advertising capability

Weaknesses
R&D is not close to the Hero manufacturing plant Hero is vulnerable in the joint venture because Honda Motor Company has so much power

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SWOT Analysis
Opportunities
Global expansion into the Caribbean and Central America Expansion of target market (include women) Become Indias leader in the scooter market

Threats
Honda Motorcycles and Scooters India can take away market share and cause joint venture to go sour Bajaj Motors is a strong competitor

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