PROMOTIONAL OPPORTUNITY ANALYSIS

HONDA SALES BY REGION

HONDA MARKET SHARE IN PASSENGER CARS
INDIA
 Market communication of Honda
• Projection of image as most reliable, advance
technology , eco friendly cars.
• Careful and precise in advertisements
• Motivation
• Good Display for impulse buyer
• Print media- national magazines and newspapers.
• Surprise elements during the launch of every model.
• Trade fare and exhibitions
• Sponsorships
 COMMUNICATION STRATEGIES

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 SEGMENTATION
Segment Maruti Hyundai Tata Honda
Small M800,Alto Santro Nano

Premium Small A-Star, Ritz I-10 Indica

Mid Size Swift I-20 Indigo CS
Premium Mid Swift Dezire Accent, Getz Indigo Manza JAZZ
Size
Executive SX-4 Verna CITY
Luxury Sonata, Embera ACCORD
SUV Grand Vitara Tucson,Terracan Safari CRV

Failure to tap Wealth at Bottom of Pyramid ::

But HONDA has emphatically failed to capitalize India's vast middle class
 COMPETITORS COMMUNICATION
STRATEGIES
• Brand endorsement through celebrities.
• Customerization and customer value.
• Frequent ads in between major shows.
• Sponsorships- Sports, Events.
• Focusing on Rural Market.
• B To G
 OPPORTUNITIES
Small car segment
Export
 2009-10 Hyundai motors India export shots up to
1,62,237 units.
 Ford India invest US$ 500 million for domestic and
export purpose
 GM plans of exporting 50,000 cars manufactured in
India by 2011.
 According to bloomBerg, In 2009 , India surpassed
china in exports .
Contd….
 Strong engineering base
Diesel segment
Bio-fuel segments
Sponsorships- sports, events
Alliances are the best opportunities
Government sponsors stimulus package
Big market – domestic and abroad
 SIAM estimated the growth rate of 10% to
14% in automobile sector
Strong R&D
 Contd…
B 2 G Strategies
In SUV segments companies are not offering any products
and proposals
Liberal policies of G.O.I
 Easy loan options
 Reduction in excise duties
 Low interest rates
Baby boomers