Honda Beat

Brand Audit
Syndicate 5
Agung Mahendra 29111324
Rangga Tri Raeros 29111314
Joseph Enrico 29111349
Reski Mapriharto 29111326
Gilang Surawijaya 29111350
Category Analysis Worksheet

Segment • Size :975881 (0.4%)

description • Growth rate :45% (from 2010 – 2011)

Current and • Current trends: PGMFI, More Luggage space, Economic fuel,
Magnetic Key Shutter, Side Stand Switch, Sporty striping
Emerging Trends • Emerging Trends :Combi Brake System, AHO (automatic Headline
On)

Estimated Profit
Potential of • Rp. 18.2160500.000.000 (from estimated sales 1.350.000 unit)

Trends
Trends Needs not • More efficient fuel engine, Anti theft system, Motorcycle tracking,
being met Sport design matic motorcycle, Longtime service guarantee,
Brand Positioning Worksheet
Brand in Category Key Customer Benefits Brand Positioning Statement

Honda BeAT Efficient fuel consumption, Honda Beat is a matic motorcycle for young
Combi Brake System, Fuel people, who need efficient, trendy and agile
Injection, motorcycle, because new technology and new
design.

Mio J Efficient fuel consumption, Mio J is a matic motorcycle for young people who
DiAsil Cylinder, need fast motorcycle but efficient fuel
consumption, because new machine technology
from Yamaha.

Suzuki Nex Efficient fuel consumption, Suzuki Nex is a matic motorcycle for young
Different type machine(in people who need efficient fuel consumption and
same class), bigger machine capacity, because Suzuki new
technology.
Target Audience Worksheet
  Demographic Psychographic Size of Market Distribution Point Media Reach
Primary Target
 Young People  Strivers 63 % Dealer, motorcycle Television,
(17-21 yo) people exhibition, School Magazine, Website,
 Female  High event,mallor motor Radio, Bilboard,
 Middle to low mobility showroom Brochure
income

Secondary  Adult  Thinkers 33 % Dealer, mall, Television,

Target (21-40yo) people personal selling, Magazine, Website,
 Male   motorcycle Radio, Billboards,
 Middle-middle up exhibition, mall, or Brochure
motor showroom

Tertiary Target  Middle-aged (>40) - 4% Dealer, personal Television,

selling, motorcycle Magazine, Website,
exhibition, mall or Radio, Billboards,
motor showroom Brochure
Competitive Analysis

Honda Features : New volume of

Beat FI
baggage capacity 11.2L,
Combi Brake System
Rp.13.500.0
00

120.000 Beat FI offers customer with

unit /
newest trend. Comby brake
system can guarantee
“move
month customer save brake process,
and FI (fuel injection) make
forward
this matic motorcycle
economize in fuel with a new
consumption.
trend”
Competitive Analysis
Yamaha Features : New seat with
improve comfort, DiAsil Rp. 12.950.000
Mio J Cylinder

Style & Design : Slim, elegant

especially for women

25.000 / Current matic motorcycle that

month offers Yamaha toughness “semakin cepat,
machine with fuel injection
technology produce high- semakin irit”
performance matic motorcycle
with economizes fuel
consumption.
Competitive Analysis

Suzuki Features : Unique

Nex
machine capacity 113cc,
Throttle Position Sensor
Rp.
12.350.000

20.000 Suzuki nex offers stylish

in
design , for everyone who
want not only stylish
“irit, lincah
2012 motorcycle but also
economize fuel
dan gaya”
consumption..
Point of Differentiation Worksheet
Brands Parity Features Meaningfull Point of #1 Reason People Buy The Brand
Differentiation

Honda Beat AHO, disk brake in front and Comby Brake System Trusted company Brand (high resale price,
FI tromol rear brake, Magnetic Key cheap sparepart price, and slim body)
Shutter

Mio J AHO, disk brake in front and 4,8 L fuel tank capacity Trusted company Brand (high resale price,
tromol rear brake, Magnetic Key fast, moto-GP effect)
Shutter

Suzuki Nex AHO, disk brake in front and 113 cc Bigger cc and cheaper than Honda and
tromol rear brake, Magnetic Key Yamaha
Shutter
Brand Traits Worksheet
Believable Options 3 Most Strategies

Smart  

Trendy X

Cool  

Efficient X

The Pioneer  

Agile X
Product : Matic Motorcycle
Brand : Honda Beat FI

Target Audience:
Young Urbanites

What the target thinks now:

What we want them to think:
Honda Beat is Efficient, trendy and agile matic motorcyle.

Core brand message : Move Forward with a new trend

RTB: Trusted Brand
 Brand Credential
Historical and current facts that give
a brand’s image added dimension.
Example included : time in business,
size of company, etc.
Market Leader
Award, medals, records
Certifications, licenses,
accreditations
Astra Honda motor established since 11 June 1971 has reputation for produce good quality and
durable motorcycle like S90Z known as “Bekjul”, Honda Tiger, Honda CBR, Honda Supra,
Honda Vario, and now Beat. They has authorized dealer & service center around Indonesia.
Because of this, it been known by customer Honda motorcycle has low depreciation, therefore
second hand Honda motorcycle still has good price.
314.263 unit, April 2012 (Honda Beat)
▪ Best Fuel Consumption Scooter category in 110 – 115 cc in Automotive Award 2010
▪ Best Fuel Consumption Scooter category in110 – 115 cc in Automotive Award 2009
▪ Best Scooter Performance & Handling 110 – 115 cc in Automotive Award 2009
▪ No. 1 Word of Mouth 2009 Award in SWA Magazine
 SII (Standar Industri Indonesia)
 SNI (Standar Nasional Indonesia)
 HES (Honda Engineering Standard)
 ISO 9001
 ISO 14001
 ISO 17025
 OHSAS 18001
Brand Credential
Articles or quote publish in  “NihSpesifikasiLengkap Honda BeATInjeksi, BanyakBerubah
newspapers and magazines !” (Motorplus.otomotifnet.com – 11/10/2012)
that improve brand image and  “LombaIrit Honda BeATInjeksi, Tembus
that can be used in marketing 90 Km per Liter!” (Motorplus.otomotifnet.com – 27/10/2012)
materials  “First Ride Honda BeATInjeksi, PosisiBerkendaraLebihNyaman
!” (Motorplus.otomotifnet.com – 12/10/2012)

Testimonials, client references "Awalnyasihgakbegitusukadengan motor matic, soalnyakanmatic yang

duluduluborosnyamintaampun"."Tapi pas habiscoba Honda Beat
kokbedabanget,udahirit,lincah,bodinyakeren,cocokpokoknya"
 
-MUHAMMAD RUDIYANTO-

Achievement-including being  Combi brake system

first to do something

Product or service rating / IMAC Award 2012

rankings
Prestige of user or client list 15000 AHASS employee, 130 vendor and supplier in Indonesia
Brand reputation The Indonesia Best Brand Award (IBBA) 2012
Cross Analysis
MARKET SHARE TARGET 75%
Category Analysis x POD x competitive analysis x
Brand Positioning
 Many matic motorcycle produsen now apply newest trend
in their product, such as PGMFI, More Luggage space,
Economic fuel, Magnetic Key Shutter, Side Stand Switch,
Sporty stryping, and AHO (automatic Headline On)

 This trends now become current standard trend. And most

of produsen have to think so hard to make new innovation,
include Astra Honda Motor, to gain the market, because
110cc segment only reach 0,4% from the total population.
Motorcycle Produsen New Trend
Yamaha Big fuel tank capacity and more
machine capacity (113,7cc)
Suzuki More machine capacity (113cc)
Honda Comby brake system

 Yamaha and Suzuki come with their new

innovation, such as changing in fuel tank and
machine capacity.
 Respond to the competitor changing, PT.Astra

Honda Motor won`t follow their competitor new

trend. Because they might think that if they
follow their competitor trend, they don`t have
any specialities in the customer mind.
 So they decide to launch new inovation in 110cc

matic motorcycle, there is comby brake system.

* Honda new trend led Honda different to their competitors,
such as Yamaha and Suzuki. This differentiation make Honda
provide different trend to 110cc matic motorcycle segment,
because their competitor has same inovation.
* Comby brake system make Honda out of competitor “new
trend”. This led Honda claim that just Honda that serve new
trend in 110cc matic motorcycle, because the competitors
has the same inovation, and it became standard trend cause
so many produsen use it.
* That`s why Honda Beat FI brand value is “move forward with
a new trend”.
* And Honda BeAT has a position as a trendy, fuel consumption,
and agile.
Honda BeAT primary target is young people who has strivers
personality with high mobility. Most of them is a trendy person, and
buy product for achievement / social approval (favour stylish product).

Most of the produsen now conduct this needs. But HONDA has a bigger
“pie” in motor matic market share, it because in 2009 and 2010 Honda
BeAT has gain a lot of award such as Best fuel consumption scooter in
category , Best scooter perfomance and handling, and no.1 word of
mouth. Honda BeAT also equiped by many sertification, such as SII,
SNI, HES, ISO, and OHSAS. This be the reason why many customer buy
Honda BeAT, because Honda BeAT come from trusted company, and
well tested.

* Target Audience Worksheet x Point of Differentiation x

Brand Credential x Brand Positioning
Brand Positioning x Brand Traits x Brand
Credential
 Based on the key customer benefits, Honda BeAT try to fill
the customer needs with many benefits such as Efficient
fuel consumption, Combi Brake System, Fuel Injection,
good handling.
 The most importance key that BeAT offer are trendy,
efficient and agile. This key supported by many award that
Honda BeAT received. And match with the target needs.
 That`s why Honda BeAT positioning is as a matic
motorcycle for young people, who need efficient, trendy,
agile, and comfortable driven motorcycle, because new
technology and new design.
Target Audience x Marketing Communication

 To deliver the brand traits to the target, BeAT us

many media, such as newspaper/magazine, TV,
radio, Bilboard etc.
 BeAT also make a customize marketing
communication for each target, such as young
event sponsorship for primary target, trade show
for secondary target, or direct mail.
Gaining Honda BeAT Market Share
Strategies
 4P : Product
 Limited Editions
 Honda BeAT make a limited edition for only a few product or character. Example
: Motor GP Striping, Korean artist striping, Batik Striping, etc.
 Add value
 Addsome new feature of Honda BeAT like “Double Disc Brake”, “Alarm”,
“RFID Motor Security“. So Honda BeAT have added value compared to other
products.
 Custom design
 Honda BeAT can give a different color for each part of the body (only using the
original factory-build).
 Increase machine capacity to 113 cc
 Byupgrading the machine capacity to 113 cc, Honda BeAT can claim their
product “More Powerful More Faster, Still Efficient and stylish”.
Gaining Honda BeAT Market Share Strategies
Modifier Difference Price

BeAT CW Custom wheel 12.650.000

BeAT SW Spoke wheel 11.850.000

BeAT-FI CBS Full injection and combi brake system 13.500.000

BeAT-FI CW Full injection and custom wheel 12.900.000

BeAT-FI SW Full injection and spoke wheel 12.100.000

BeAT-FI LE Full injection, custom wheel and special 13.200.000

(New Modifier) striping (Moto GP, Batik, etc)

BeAT-FI SF Full injection, custom wheel, combi brake 13.900.000

(New Modifier) system, alarm, double disc brake, RFID motor
security, 113 cc
Gaining Honda BeAT Market Share
Strategies
 Place
 Online selling
 Customer can booked Honda BeAT FI from home vie online, after that
the Marketing of Honda will feedback the customer and come to
customer house to handle the administration term. After the customer
fulfill the term (payment), Honda will send the product.
 Promotion
 Trade up cooperation with 3rd party company
 Trade up any matic motorcycle brand within 5 year used to Honda
BeAT with a special price with the applicable provisions that imposed
by Honda, and they use the 3rd party company to held the trade up
program, example : Adira Finance.
Gaining Honda BeAT Market Share
Strategies
 Reference option
 Offers to customers who pay by installments, for each person who
recommended it and buy a Honda Beat, the mortgage would be cut by
Rp.100,000. It applies to payments out.
 Brand ambassador
 Because Honda BeAT primary target for youth peoples and especially for
female, so Honda BeAT used Suju (Korean Artist) as the brand
ambassador.
 Product Bundling
 Every purchase of Honda motorcycle helmets usually have got a standard
from Honda, but specifically for the Honda Beat is given deals only add
100,000, buyers can swap helmets with some famous brand which is
roughly 300,000 in market value. but Honda ordered directly from the
factory helmet helmet with considerable amounts and of course the price
is much cheaper than the market price. so buyers will be able to see the
benefits to 100,000 may have known helmets 300,000 in market prices
Gaining Honda BeAT Market Share
Strategies
 Sponsorship
 Be a sponsor for the youth event. Example : PENSI (Pentas Seni
Pelajar)
 Sensational event
 Make a sensational event, so the activity deserve to be loaded in
the print media like motor magazine.
 Invite and offers journalists/mass media to report the event, so
the event/activities can be added to their magazine topic
Gaining Honda BeAT Market Share
Strategies
 Price
 Installment payment / cash back
 The installment program is related to Reference Option cash back in
the promotion. It gave choice for customer to determine the payment
term. Example : 1 year or 2 year.
 Same price with Mio J
 By set the same price or a slightly different from the competitor will
narrow the difference between Honda BeAt FI and the other
competitor. It could make narrow customer mindset about the product.
 Optional feature pricing
 After Honda BeAt difference being narrow with the customer, then we
offers the other benefit to customer with lower price than market price.
Example : as we know that the weakness of Honda BeAT is limited
luggage, so we offer helmet box with a half price from the market
price.
Thank You..
Extra
July-August 2012 Sep-12 Oct-12 Nov-12
Beat 1,040,196 1,160,196 1,280,196 1,400,196
Mio J 421,153 446,153 471,153 496,153
Nex 74,187 84,187 94,187 104,187
Total 1,690,536 1,845,536 2,000,536
Promotion x x x

Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13

1,532,196 1,664,196 1,809,196 1,954,196 2,099,196 2,244,196 2,444,196 2,644,196

521,153 546,153 571,153 596,153 621,153 646,153 671,153 696,153

114,187 124,187 134,187 144,187 154,187 164,187 174,187 184,187
2,167,536 2,334,536 2,514,536 2,694,536 2,874,536 3,054,536 3,289,536 3,524,536

LE LE SF SF SF SF SF & Trade Up SF & Trade Up

Unit Market Share 75.02%
Conclusion
Limited Custom
Add value
Editions design

Online Increase machine

capacity to 113 cc
selling

Trade up
cooperation with
Reference Brand
3rd party company option ambassador

Sponsorshi Product
p Bundling

Installment
Sensational payment / cash
Same price
event back with Mio J

Optional
feature pricing