Integrated Marketing

Communication
Group 3
LinkedIn Page Introduction
Established in 1956 in Ludhiana, Hero Cycles is part of Hero Motors Company (www.hmcworld.co.in). It started with
manufacturing cycle components, slowly paving its way onto becoming the one of the ‘Best Cycle Brand’ in India. Today,
Hero Cycles is undoubtedly the largest manufacturer of bicycles in India producing 5.2 million cycles per annum.

Starting from a small unit to creating a huge global footprint, Hero Cycles has production units in Bihar and Ludhiana. The
Ludhiana facility is also fully equipped with an in-house R&D facility producing major bicycle components within its premise
under stringent quality parameters complying with all global standards.

At present, Hero Cycles exports to over 70 countries including Germany, Poland, Finland and several African nations, with
an approximate network of over 250 suppliers and 2800 dealerships. Moreover, Hero Cycles is ISO9001 & ISO14001
Certified from BVC of UK and recognised by the R&D department of the Govt. of India.
Marketing & TVCs

Hero Cycles has divers range of cycle and it designs it’s marketing plan accordingly.

In past Hero Cycle sponsored IPL teams like KXI Punjab and, Royal Challengers Bangalore
and came up with TVCs with cricketers like Virendra Sehvag & Virat Kohli.

Hero Cycles Launches #TheCycleOfChange Campaign to Promote Cycling as a Way of

Transport to Retain Environmental Benefits of the Lockdown

In recent time Hero cycle is more focused on the health & fitness and launched various
campaigns like #CyclemoreLivemore & Stay Fit with Cycling.

Hero Cycle is promoting this campaigns on their social media pages and trying to grab the
attention on this current trends.
Story Line
ok, give me few
minutes to get
lockdown is ready, I will get my
we should visit
wearing me out. car keys.
the nearby lake

yes, you have any

idea?
Since I have put on some Alright, no car then. I
weight during the guess we should be
lockdown period, we challenging ourselves a
should go by our New little more, way to go.
HERO bicycles
Ok, let’s get our new
Yes, me too, I am liking normal kits, gloves and
the cycle idea more masks and glucose to hit
than the car, Let’s help the road!
ourselves.
The Ad will include a motivational theme song as well with the tagline “Keep Challenging
Yourself”.

In the theme song we will show the group of people doing preparation for the ride and their
Hero Ride.

Keep

Challenging

Yourself !

HERO
Organization objective:

- Have initiated campaigns which are focused on to Stay Healthy & Fit by Suresh Raina and Vijender Singh on
various media outlets with hashtags such as #cycleofchange, #fightcovidbycycling.

- Hero also running a campaign on #CycleMoreLiveMore which is also appealing for more health consciousness.

- Company has also planned to enter in world market by acquiring majority stake in Avocet Sports limited to show its
high-value market in Europe as a part of its aggressive growth plan

- Company have planned to present itself in almost all segment by premium like mid premium and super premium
under the brand name Hero sprint, Hero sprint pro & UT.

- In this continuation, Company have acquired firefox Bikes- India’s largest premium bicycle brand.
Marketing Plan

- Hero cycles aims to achieve 5% share in global electric bicycle market by 2022 and moving a step towards fulfilling
its goal by acquiring e-bike manufacturer HNF group.

- Further to tap on the prospective customers Hero can use traditional marketing channels of Print Media, Hoardings
Promotions, Magazines.

- Hero is doing many videos as promotions showing their manufacturing plants in India and address their brand as
“Made by India”.

- Hero cycles already doing social campaign for the promotion of the idea of cycling, which can work as an
environmental and health friendly initiative for the world and it can be done more aggressively.

- Digital Campaigns can spread more awareness so doing more promotions through their Social Media Channels are
required.

- Hero can run a promotional cycling event in metro cities where participants can have a “HERO City Ride”.