You are on page 1of 21

Desh ki Dhadkan Dhak Dhak Go

By:

o

o

o

o

o

“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. 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 emphasised the motorcycle's fuel efficiency helped the company grow at a double-digit pace since inception. Hero Honda has three manufacturing facilities based at Dharuhera, Gurgaon in Haryana and at Hardwar in Uttarakhand. These plants together are capable of churning out 3 million bikes per year.

During the fiscal year 2008-09. the world's largestselling motorcycle for the years 2001-2003. Hero Honda's bike Hero Honda Splendor.7 million bikes. a growth of 12% over last year. selling more than one million units per year.o o o Hero Honda has a large sales and service network with over 4. third and fourth placed two-wheeler companies put together.500 dealerships and service points across India. . the company sold 3. Hero Honda sells more two wheelers than the second. the company had a market share of 57% in the Indian market. In the same year.

105 per share including Interim Dividend of Rs.o o o o Total unit sales of 54. growth of 17. growth of 22.444 two-wheelers.44 per cent Total net operating income of Rs.02. 19401.90 Crores Total dividend of 5250% or Rs. 1927. 70 per share on face value of each share of Rs.32 per cent Net profit after tax at Rs. 2 each .15 Crores.

Splendor PRO . Karizma ZMR FI Passion. Karizma R. Splendor+ (Limited Edition).I Hunk Karizma. Splendor+. CBZ Xtreme CD 100. Splendor NXG. CD 100 SS. Glamour F. Passion+. CBZ Star. Super Splendor. CD Dawn. CD Deluxe. Ambition 135 CBZ.o o o o o o o o o o o Sleek Achiever Ambition 133. CD Deluxe (Self Start) Glamour. Passion Pro Pleasure Splendor.

Super Splendor. HERO HONDA focused on segment of age group: Age group 18-35 35-50 o Model Glamour. Splendor+. Glamour Premium: Karizma. . Hunk. CBZ Extreme o Gender: Hero Honda segmented its bikes for men and for women it came up with Pleasure (Gearless bike). CD Dawn Engine power 125cc. Splendor-NXG Income: Economy: CD 100SS.o SEGMENTATION: o Demographic segmentation o o HERO HONDA segmented the motorcycle market on the basis of age. Age: Each age group of people have different requirements and so. CBZExtreme. Splendor +. CD-Dawn. CD-Deluxe. Super Splendor. 150cc. 225cc Executive: Splendor Pro. Splendor Pro. Splendor NXG. income. Karizma 100cc Pleasure. Hunk.

HERO HONDA has positioned its brand as fuel efficient. Karizma and Hunk target youth people preferring voluminous and bulky bikes and is a high-end product.o TARGETING & POSITIONING o o o Hero Honda has used product specialisation in the case of splendor by placing Splendor in all markets. suitable for Indian roads and longevity engine compare to other bikes in the market. . for example. It has also used selective specialization for some of its products.

GE matrix .

M A R K E T G R O W T H Cows MARKET SHARE .

5KW @8000 4 speed constant mesh 1970mm*720mm*1040mm Ground clearance 159mm Fuel tank capacity .11litres Reserve 1 litre (usable reserve) . The suspension system works so well that the customer never realizes what happens between the tires and the bumpy road.o Product o o Hero Honda Splendor bikes are designed with customer comfort in mind. single cylinder 97.2 cc 7. specially designed handlebar and a strong double-cradle tubular frame.power rpm Gear box Dimensions L*W*H air cooled. 4 stroke. with a contoured low-slung seat.4 BHP@8000rpm /5. Hero Honda splendour+: o Technical specifications o o o Engine o Type o Displacement o Max.

o Price o o Determining price levels and pricing policies is the major factor affecting revenue. and customer responsiveness to price changes influence the price levels at hero Honda. the market price. Factors such as the demand for the good. o Hero Honda Splendor : o o o o o Hero Honda Hero Honda 44502/Hero Honda Hero Honda Hero Honda 46024/- splendor price in delhi-41602/splendor price in bangaloresplendor price in chennai-44425/splendor price in kolkata-44875/splendor price in mumbai- .

Mohammad Kaif. Harbhajan Singh. Zaheer Khan. Yuvraj Singh and Virender Sehwag as its brand ambassadors.Promotions: o o THE product line of the hero Honda say’s “Hero Honda desh ki dhadkan” Advertising of hero Honda is done through o o o The yellow pages A press release Sponsoring a civic event or activity o o o o Eg: Sponsored '7th World Cup Cricket tournament' at England in 1999 Sponsored 'India-England Test Series' in 2001 Sponsored 'India-England Women's Cricket Series' in 2002 o o o o o o o The newspaper Billboards or posters Flyers or handbills Direct mail advertising Television The radio Hero Honda has roped in film actor Hrithik Roshan. . Captain of Indian Cricket team Sourav Ganguly.

Hero Honda Splendor bikes are positioned all over India.Place o o The manufacturer must decide how to distribute their products. .

CBZ). economy (CD Dawn. CD Deluxe). Hero Honda has excellent distribution through franchisees with 4500 dealers for its brand comprising of scooters and bikes.late entrants into the 125 cc segment. executive (Super Splendor.Slow innovation. Focuses on only mileage but on power Imports >31% of its spare parts requirements. Ability to understand customer’s needs and wants.o Strengths:o o o o o o Hero Honda Splendor has a strong brand name. Too much dependence on few models such as splendour which accounts for almost 50% of the company’s turnover. o Weakness:o o o o Slow to react to market changes. Hero Honda has models/products in almost every bike segment viz. . A huge market as it has a reputation among customers. Splendor+) and premium (Karizma. Hero Honda Splendor is considered as the most reliable bike for Indian roads as it requires low maintenance. The company’s name is synonymous with fuel-efficient bikes and longevity.

TVS Motors are strong competitors. . which have helped chip away at Hero Honda’s dominance. Bajaj Motors. Bajaj Auto has found popularity with both its lowend and premium offerings. Launch new bikes in premium segment positioned against Bajaj Pulsar.o Opportunity:o o Exports market is yet to be properly exploited. Hero Honda Motors Limited is losing a foothold in the exports market which is now dominated by Bajaj. o Threats:o o o o o All major bike makers in the world are lining up for India. Hero Honda is completely dependent on Honda for its R&D and new product development.

o Bajaj auto o Bajaj Auto was founded in 1926 by Jamnalal Bajaj.38 cc Price: 41. o Bajaj entered into a technical collaboration agreement with Kawasaki of Japan Bajaj Discover 100: Engine: 94.736 Maximum Power: 7.7 @ 7500 Dimensions: (LxWxH) 2040 x 760 x 1087 mm Ground Clearence: 162 mm o .

1 kW @ 7500 rpm o Dimensions: (LxWxH) 2002 x 700 x 1058 mm o Ground Clearence: 165 mm .o TVS motors o TVS Motor traces its origins back to the entrepreneurial spirit of Trichur Venkagaruswamy Sundaram Iyengar o TVS STAR City: o Engine: 109.7cc o Price: 42.084 o Dimensions: (LxWxH) 2002 x 700 x 1058 mm o Power: 6.

market share(%) 19 39 hero honda motors bajaj auto 15 TVS motors others 27 .

38 cc 109.7 Bhp 94.Bajaj Discover 100 Tvs StarCity 7.7 cc .

Hero Honda tries to produce vehicles that attract customers with attractions such as low/zero maintenance cost. . Company has to build strong brand awareness and credibility among its customers.o o o o o Customer satisfaction is one of the major part of buying behaviour. Majority of people are aware about Hero Honda brand. Technically. Bajaj is better compared to others but customers prefer Hero Honda bike due to high resell value and low maintenance.

. Expand to countries that heavily utilize two-wheelers Improve its after sales service by providing training to mechanics and making them understand the brand image of Hero Honda Introducing new bikes in women segments competing TVS scooty.o o o o o Introduce more bikes in the premium segment with higher engine displacement. Increase its fuel efficiency for bikes in lower price range.