HERO HONDA

SPLENDOR

ADVERTISING IN CONTEMPORARY SOCIETY

DANISH BATATAWALA
TYBMM
ROLL NO - 41
 PRODUCT-HERO HONDA
HERO Honda Motors (India) Ltd. was the World's biggest
manufacturer of motorcycles (by quantity).

it set up a 50/50 joint venture, set up in 1984 with Honda Japan, to

manufacture and sell motorcycles in India.

Hero Honda Motors captured the market for motorcycles in India, by

offering an affordable 4-stroke, 100 CC motorcycle, that was extremely
fuel efficient.

The strategy of Hero Honda Motors was to capture the market by

offering a superior product at an affordable price
 HERO HONDA INTENSE
COMPITITION
The Indian two-wheeler industry is dominated by four players, Bajaj,
Hero
Honda, TVS Suzuki, and Yamaha

New challenges have come up: in 1999, Honda has set up a 100%
owned subsidiary, which produces scooters, and represents a direct
competitive threat.

players in the two wheeler industry include Bajaj Auto Ltd , Kinetic
Motor Co Ltd , LML and Escorts Yamaha. Low interest regime has
helped in reducing cost of loans , which will help in boosting sales of
2-wheelers
 AWARDS AND RECOGNITIONS

Hero Honda Splendor rated as India's most preferred

two-wheeler brand at the Awaaz Consumer Awards
2006

Best in its class awards for each category by TNS

Total Customer Satisfaction Awards 2006:
 HERO HONDA SPLENDOR
INTRODUCTION
Hero Honda Splendor has come up with all possible features of any
standard bikes.

Apart from these features, this bike also has many advanced and
customer friendly features.

This bike is equipped with every safety and comfort features for the
convenience of the biker.
 FEATURES OF SPLENDOR
Splendor is Designed with your comfort in mind, with a contoured
low-slung seat, specially designed handle -bar
and a strong double-cradled tubular frame.

4-stroke, 100 cc driving machine from Hero Honda.

The newly designed engine that gives you unprecedented fuel

efficiency.

A well-cushioned low-slung seat helps you rest and ride at

the same time.
 HERO HONDA TARGET
AUIDECE
Congested areas of urban cities.

Males/Females between the age group of 18-

36

Middle class people , mostly officials &

executives
 RURAL MARKETING- CHALLENGES
AND
OPPORTUNITIES
Our nation is classified in around 450 districts, and approximately
630000 villages which can be sorted in different parameters such as
literacy levels , accessibility , income levels, distances from nearest
towns, etc.

Therefore, marketers need to understand

the social dynamics and attitude variations within each village

the rural market certainly offers a big attraction to marketers

 Rural marketing involves more intensive personal
selling efforts compared to urban marketing

Marketers need to understand the psyche

of the rural consumers and then act accordingly

This can be done by utilizing the various rural folk

media to reach them in their own language and in large
numbers so that the brand can be associated with the
myriad rituals, celebrations, festivals, melas and other
activities where they assemble.
 Marketing In Rural India
In September-98 they established rural marketing sales

They did not rely on T.V or press advertisements

but focussed on parameters like fares, melas
etc.

Looking at the kuchha roads of village they positioned their

mobike as tough vehicle.

Their advertisements showed Dharmendra riding Escort with

the punchline Jandar Sawari, Shandar Sawari.
 Wall paintings, Posters nearby Dabbas

On vehicle advertising- local trains, ST buses

Free samples, Demonstration of the product, Door-

to-Door service.

On ground activities- Puppetry, Cinema Slides.