Professional Documents
Culture Documents
• Convincing clients
HERO HONDA- Pleasure
• Hero Honda Pleasure is the first scooter launched by Hero Honda in competition
to the Scooty Pep and Honda Activa
• The strategy of Hero Honda vouching the untapped segment of Woman riders is
very astute in the way they have gone about with the launch of Pleasure
• TVS Scooty’s lone presence in this segment - competed by other players in the
market like Bajaj with Sunny, Wave and Aspire but failed miserably
• Launched a special edition of Pleasure and sold almost 20,000 in Feb alone in India
, coinciding on Women’s Day – A big success
• HH has the sole “Pleasure” model whose sales surged 39% boost in the first eight
months of this financial year
Hero Honda Pleasure Image Audit
Based on the Market Research Functional
100cc engine
Gearless comfort
Light weight and easy to maneuver
Mental Social
I have an identity Hero Image of a modern woman
I can decide where I wish to go Honda Symbol of self reliance
I can stand up against the tide
Pleasure
Spiritual
This is my personal belonging
Girls are special; so is my bike
Brand Key
Values and personality Reason to believe
•Image •Legacy of Hero Honda
•Youthful ‘n Vibrant •Proven technology
•Expression of the woman •Established service
Essence
A woman’s true
Benefits Friend Deliverables
•Independence •Style
•Effortless drive •Comfort
•Fuel Economy •Easy ride
•In 2006, Chopra starred in two of the most successful films of the year – Krrish and Don
- The Chase Begins Again
•During this peak phase of her career, she was appointed as the Brand Ambassador for
Hero Honda Pleasure
•She kept achieving new heights with Fashion which won her the National Film Award
for Best Actress and also the Filmfare Best Actress Award
•In 2008, Chopra featured in six films- Love Story 2050, God Tussi Great Ho, Chamku,
Drona, fashion and Dostana
- The advertisers associated with Priyanka say the gains have been big
- She’s not only ‘bindass’ but also a no-nonsense person and shows clarity in thinking. She perfectly
relates with the tagline — ‘why should boys have all the fun’.
Why Priyanka Chopra
• Hero Honda got into scooters with Pleasure, Some time in
early-2006, with a unique positioning - "Why should boys have
all the fun?" - They were a late entrant and therefore had to
do something innovative.
• It means Girls are in, Boys move out which makes a real sense in Young
Woman who strive for freedom and Success for whom driving a Scooter is
one of the symbols of liberty and fun
• The AD ending with Light and Zippy is very important point which Hero
Honda is trying to push for Woman buyers who feel that Honda Activa as a
great scooter but are scared of its weight
Girls want to have a sense of belonging
with almost every Brand that they use.
– Connect with the target group as a unique lifestyle and personality brand
The Task
– To be present at almost every touch point with our communication target group
The Challenge
• Just4her showroom is first of its kind in India. The showrooms were promoted using
the tagline “Where every girl is a celebrity“
• Radio : FM Radio in tier -1 & Tier –II Cities §Promotion of Lady Rider Club
I find the
newspaper I am a
supplement regular
s really cinema
worth goer
reading 27%
53%
I am a TV
I read a When I need
I listen to the addict
newspaper information the
radio every day 45%
most days first place I look
is the internet 31%
60%
37%
Source: TGI 2007
Digital Space
• Website Banners ads: Impress with banner and direct to Pleasure Community online.
• Community tie-up with Sunsilk Gang of Girls.
• User generated Content on Female Blogs
• Search engine Ads Google - Scooter/ Pleasure =Hero Honda Pleasure.
• Promote offers through SMS’s On Women day.
• SMS icons of Pleasure.
• Yahoo Female Avatars of Pleasure.
• MSN cool zones with Pleasure Branding.
• Develop ring tones for the Pleasure Signature Tune
• Pre email pop ups.
• Viral advertising of Pleasure
Engagement Activities
Experiential/ Trial Inducing
Just4Her Showrooms
Ground Activation