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WPero Ponda MoLors LlmlLed based ln uelhl ls Lhe worlds LargesL

manufacLurer of moLorcycles
WA [olnL venLure LhaL began ln 1984 beLween Lhe Pero
Croup of lndla and Ponda of !apan
Wln !v Pero Croup owns 26 of Lhe shares and Ponda owns 26 Lhe
resL 48 ls owned by Lhe general publlc
WPero Pondas Splendor ls Lhe worlds largesL selllng moLorcycle
W1oLal unlL sold ln year 200910 ls over 43 mllllon
WLvery second moLorcycle sold ln Lhe counLry ls of hero honda blke
IAC1S
O 1ype 9ubllc company 8SLPL8CPCnuA M
O Iounded !anuary 19 1984 ln CurgaonParyana lndla
O neadquarters new uelhl lndla
O key peop|e 8rl[mohan Lal Mun[al (chalrman founder)
O 1oshlakl nakagawa ([olnL managlng dlrecLor)
O 9awan Mun[al (CLC)
O Industry AuLomoLlve
O roducts MoLorcycles ScooLers
O kevenue D 28 bllllon
O Webs|te wwwPerohondacom
nIS1Ck
O Pero Ponda ls world's Lhlrd largesL 2wheeler maker
O 1PL LlCLnSL 8A!" CusLomers ln lndla were forced Lo walL 12 years
Lo buy a scooLer from 8a[a[
O ln Lhe mld1980s lorelgn companles permlLLed Lo enLer Lhe lndlan
markeL Lhrough mlnorlLy [olnL venLures
O lour lndo!apanese [olnL venLures Pero Ponda 1vS Suzukl 8a[a[
kawasakl and klneLlc MoLor Company (klneLlc Ponda)
O 1he 2006 lorbes 200 MosL 8especLed companles llsL has Pero
Ponda MoLors ranked aL 108
COMPETITORS
W 1983 Io|nt Co||aborat|on Agreement w|th nonda Motor Co Ltd Iapan
s|gned
W 1984 nero nonda Motors Ltd |ncorporated
W 198S I|rst motorcyc|e CD 100 ro||ed out
W 1987100000th motorcyc|e produced
W 1991 S00000th motorcyc|e produced
W 1992 kaman Mun[a| V|dya Mand|r |naugurated
W 1994 New motorcyc|e mode| Sp|endor |ntroduced
W 2000 4000000th motorcyc|e produced
Sp|endor dec|ared Wor|d No 1 |argest se|||ng s|ng|e two
whee|er mode|
W 2001 Cne m||||on product|on |n a s|ng|e year S000000th
motorcyc|e
KEY H|LE8T0NE8
3
W 2003 8ecomes the 1st Ind|an Company to cross the 7 m||||on sa|es
Sp|endor has emerged as the Wor|ds |argest se|||ng mode| for the th|rd
ca|endar year |n a row (2000 2001 2002)
New motorcyc|e mode| kar|zma |ntroduced
W 200S nero nonda |s the Wor|d No 1 for the 4th year |n a row
Super Sp|endor CD De|uxe G|amour Ach|ever |ntroduced
W I|rst Scooter mode| from nero nonda |easure |ntroduced
W 2006 nero nonda |s the Wor|d No 1
for the Sth year |n a row
kL MILLS1CNLS
6
Advert|s|ng
W D|scarded product categor|zat|on on the bas|s of eng|ne s|ze
W roduct d|fferent|at|on was the key
W Avo|ded customer confus|on of products
W kar|zma (prem|um segment) comes w|th the punch ||ne "A|ways
game"
W 1he ad for the prem|um segment nunk doesn't ta|k of speed or power
at a|| the focus |s on the |ooks even wh||e stand|ng
W 1he C82 Lxtreme comes w|th the prom|se "1h|nk|ng |s such a waste
of t|me"
1ypes of AdverLlsemenLs
-'-!i, /1-i----i,.
8rand endorsers vlrender sehwag saurav ganguly prlyanka chopra PrlLhlk roshan
8a[yavardhan raLhore
1ypes of AdverLlsemenLs
!-i -1 ^i1.. /1-i----i,
1ypes of AdverLlsemenLs
.-i /1-i----i,
Mu[he kuch kehana hal C8Z
Cavaskar 8order 1rophy Man Cf 1he MaLch" Pero
Ponda 8lke
1ypes of AdverLlsemenLs
74,/.,89,/;0798020398
PL8C PCnuA #^/^. .
Wlmmense fan followlng on LwlLLer face book
orkuL
WlL has approx 123 lakh fan followers on face
book
Pero Ponda SA 8L CA MA 9A
C8LA1lvL AuvL81lSLMLn1
9ersonal selllng
W Wlde prlce range
W Lach producL wlLh mulLlple opLlonal feaLures
W Lxperlence speaks
W llrsL slx servlce free
W Cnce ln a year free check up for hero Ponda blkes
from auLhorlsed company servlce sLaLlon
W Cood resale value
W varlous schemes for governmenL and mlllLary
employees
Sales promoLlon
W Large producL porLfollo sLarLlng from 37k Lo 93k
W ConslsLenL launch of varlanLs ln Lhe same models
W Wlde range of colours avallable ln each caLegory
W vasL neLwork of more Lhan 2100 commlLLed uealers and
Servlce ouLleLs spread across Lhe counLry
W lesLlve offers 8s 1000 dlscounL wlLh free accldenLal lnsurance
Sales promoLlon conL
9leasure promoLlonal feaLures
W 6 free servlces
W 2 years warranLy
W 9 shades of color
W uual Lone
W AuLo sLarL
CCMMDnlCA1lCn S18A1LC?
1he Cb[ect|ve
Lnhance the |mage of nLkC nCNDA as most preferred b|ke of Ind|a
1he Goa|
Connect w|th the target group as a un|que ||festy|e and persona||ty brand
1he 1ask
1o be present at a|most every touch po|nt w|th the commun|cat|on target group
1he Cha||enge
1o break the c|utter and commun|cate the 8rand message
18
SWC1 Analysls SWC1 Analysls
SLrengLhs SLrengLhs
AblllLy Lo undersLand cusLomer's needs and wanLs AblllLy Lo undersLand cusLomer's needs and wanLs
8ecognlzed and esLabllshed brand name 8ecognlzed and esLabllshed brand name
LffecLlve adverLlslng capablllLy LffecLlve adverLlslng capablllLy
Weaknesses Weaknesses
8u ls noL close Lo Lhe Pero manufacLurlng planL 8u ls noL close Lo Lhe Pero manufacLurlng planL
Pero ls vulnerable ln Lhe [olnL venLure because Ponda MoLor Company Pero ls vulnerable ln Lhe [olnL venLure because Ponda MoLor Company
has so much power has so much power
19
SWC1 Analysls SWC1 Analysls
CpporLunlLles CpporLunlLles
Clobal expanslon lnLo Lhe Carlbbean and CenLral Amerlca Clobal expanslon lnLo Lhe Carlbbean and CenLral Amerlca
Lxpanslon of LargeL markeL (lnclude women) Lxpanslon of LargeL markeL (lnclude women)
8ecome lndla's leader ln Lhe scooLer markeL 8ecome lndla's leader ln Lhe scooLer markeL
1hreaLs 1hreaLs
Ponda MoLorcycles and ScooLers lndla can Lake away markeL share Ponda MoLorcycles and ScooLers lndla can Lake away markeL share
and cause [olnL venLure Lo go sour and cause [olnL venLure Lo go sour
8a[a[ MoLors ls a sLrong compeLlLor 8a[a[ MoLors ls a sLrong compeLlLor
20
Iteb|ems 8 lssees Iteb|ems 8 lssees
Io|nt Venture Proh|ems Io|nt Venture Proh|ems
onda Notor 0ompan, Ltd. announced |t was sett|ng up onda Notor 0ompan, Ltd. announced |t was sett|ng up
a suhs|d|ar, (NS|j a suhs|d|ar, (NS|j
Ihe de.e|opment of the 00 Ihe de.e|opment of the 00--100 motorc,c|e was on|, 100 motorc,c|e was on|,
successfu| for a .er, short per|od of t|me successfu| for a .er, short per|od of t|me
onda he|d comp|ete respons|h|||t, for the kesearch & onda he|d comp|ete respons|h|||t, for the kesearch &
0e.e|opment department for ero onda 0e.e|opment department for ero onda
onda negot|ated new .entures and partnersh|ps w|th onda negot|ated new .entures and partnersh|ps w|th
other |nd|an manufacturers |n the automoh||e and power other |nd|an manufacturers |n the automoh||e and power
equ|pment |ndustr,, |ea.|ng ero comp|ete|, out equ|pment |ndustr,, |ea.|ng ero comp|ete|, out
21
Problems & Issues
9ernal Problems
The Indian governmen9 s9ar9ing allowing Ioreign
companies 9o en9er 9he Indian marke9s 9hrough
join9 ven9ures
The Indian marke9place was gaining more en9ran9s
causing rivalry in 9he indus9ry 9o rise
Compe9i9ors such as TVS-Suzuki, Yamaha Irom
Japan and Bajaj Au9o began 9o in9roduce newer
produc9 lines
9oslLlonlng sLraLegy
W Men/ famlly sLrong sLurdy and powerful
moLorcycle
W Women greaL mlleage easy Lo maneuver
safe Lo rlde ease and comforL
W 8rand ldenLlLy
W lundamenLal Lo consumer recognlLlon and symbollzes
Lhe brand's dlfferenLlaLlon from compeLlLor
W 8rand sLraLegy
W 9roducL llne sLraLegy
W 1he range brand sLraLegy
W 8randlng sLraLegy
W 8eposlLlonlng sLraLegy
9romoLlonal sLraLegy
W Pero honda and evenL sponsorshlp
W llll lL shuL lL forgeL lL campalgn
9romoLlonal sLraLegy
W Pero honda and relaLlonshlp program (hero
honda passporL program)
W uhak dhak go compalgn
W CelebrlLy endorsemenL
W Why should boys have
all Lhe fun compalgn
nar gaon har angan
W 300 men
W 3 Lwo monLhs long waves
W addlLlonal sale of 13000
16000 moLorcycles
Lhrough each wave
romot|ona| strategy