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Project On Hero Motocorp PDF Free
Project On Hero Motocorp PDF Free
Project On Hero Motocorp PDF Free
Submitted to Submitted by :-
T.GHOSAL Abhishek kumar
CUJ/I/2012/MBA/O3
VI SEMESTER
PROJECT OBJECTIVE
To know:-
2. Market analysis
4. Segmentation
5. Positioning
6. Strategic Branding
India is the largest producer of two wheelers in the world. Two wheeler consist
of three segments:
Motorcycle
Moped
Scooter
The two wheeler segment growth rate is 12.9% and sales is nearly 13.5 million
units in October 2014. The industry is expected to grow by 9% to reach 23
million units by 2016-17.
MARKET SHARE
Motorcycle Scooter moped
7%
28%
65%
Hero Motorcorp
Bajaj
Honda
TVS
Yamaha
BRIEF PROFILE OF HERO MOTOCORP LTD
Hero MotoCorp Ltd. formerly Hero Honda is an Indian motorcycle and scooter
manufacturer based in New Delhi, India. Hero Honda started in 1984 as a joint venture
between Hero Cycles of India and Honda of Japan. The company is the largest two
wheeler manufacturer in India. In 2010, When Honda decided to move out of the joint
venture, Hero Group bought the shares held by Honda. Subsequently, in August 2011
the company was renamed Hero MotoCorp with a new corporate identity. Product range
of Hero MotoCorp are:
HF down
HF deluxe
HF deluxe ECO
splendor plus
splendor pro CLASSIC
splendor Ismart
passion pro TR
splendor NXG
Super splendor
splendor pro
passion pro
passion Xpro
Achiever
Glamour
Glamour PROGRAMMED FI
Xtreme
Xtreme SPORTS
Impulse
Hunk
ignitor
karizma
karizma ZMR
MARKET ANALYSIS
12.2%
15.6%
52%
20.2%
SWOT ANALYSIS: - It includes
SWOT Analysis
1. Huge brand equity and one of the biggest players in the two wheelers Indian
market
2. Excellent R&D, and wide variety of products in every segment
3. Excellent distribution, over 6000 dealerships and service centers
4. Good advertising and excellent rebranding from Hero Honda to Hero Moto
Corp
Strength 5. Newly Electronic Fuel Injection System(EFI System)
Multiple factor has contributed to the growth in demand of two wheeler. The growth
is primarily because of the following factors.
Economic development: The Indian economy recorded an impressive growth of
6.9%in the fiscal year 2013-14, and also sharp decline in international crude-oil price.
An overall economy prospers, there is, naturally more demand for personal
transportation vehicle. This has resulted in increased demand for motorcycle that are
now most popular and affordable means of personal transportation.
Improving infrastructure: The national highway programs by union government to
create a better infrastructure to transfer the economy in a significant manner. This
factor has boosted the sale of motorcycle due to better road condition.
Increasing urbanization and inadequate public transportation system, especially in
the semi urban areas, create a greater need for personal vehicle.
Changing demographic profile: In India large number of younger age people are
now living. Also size of middle class population is also increasing. These trend are
leading to increased demand for two wheeler vehicles.
Growth in rural market: successive good monsoons has increased the purchasing
power of rural market. The rural consumer are today more keen to poses a two
wheeler instead of an ordinary bicycle. Moreover, some of the two wheeler companies
have taken special initiatives total the growing economic power of the rural market in
India.
Other favourable condition: factors like expansion in city and higher mobility of the
Indian population, increased availability of more fuel efficient and low maintenance
cost models motorcycle contributed to steady growth in demand for two wheelers.
Market Segmentation
Hero MotoCorp caters to a wide consumer base. It has segmented its market based on
income and age. It caters to youth of all income groups. Its highest selling bike Splendor
is a favorite in sub urban and rural India. It portray itself as the most efficient bike range
to cater to Indian Roads.
The present hero motocorp market in India can be classified into for broad
segment on the basis of price.
Executive segment: these bike are priced in the range of Rs 45000 to 60000.
Super premium segment: the heromotocorp has karizma in this segment. The
motorcycle is generally characterized by sporty looks, high speed and power. The
consumer expectation are that of fast, elegantly designed motorcycles.
Target Market
Hero MotoCorp follows selective specialization. It has a wide range of bikes from Rs
38,000 to Rs 103000. Each product has multiple optional features. The USP that it uses
are: strong, sturdy and powerful, greater mileage, low maintenance cost, safe to ride,
ease and comfort. Its target market includes lower middle class consumer to upper
middle class consumer. It is affordable, available and acceptable by all.
Positioning
to refill oil.
Dhak dhak go Advertisement campaign
of every Indian.
Event sponsorships
Positioning technique.
hockey captain Sardar Singh and Bollywood actor Alia Bhatt as new brand ambassadors
This advertisement tries to prove that we all are born super stars. We just need to focus
and believe in ourselves. There is nothing impossible in this world and there is nothing
that can’t be achieved. Through perseverance we can reach great heights and achieve
whatever we want. We just need to believe firmly that we are a hero.
Strategic Branding
Hero motocorp is world's largest two-wheeler manufacturer but still considered only a
domestic player. Joining hands with Woods in a four-year deal of Rs 200 crore is
clearly a move to create a space at global level. It the most expensive celebrity
endorsement yet for an Indian company.
"Tiger Woods is one of the biggest global icons and not just a sports celebrity. His
appeal cuts across geographies, nationalities, age and gender and therefore, he is the
best brand fit to be our 'Global Corporate Partner' as we go global," said by pawan
munjal MD and CEO of hero motocorp.
Product Market Analysis
BCG Matrix: -
splender
series hunk
passion series xtreme
karizma glamour
achiever
HF Dawn
impulse
HF Deluxe
ignitor
BCG Matrix: It is based on the observation that the hero motocorp company unit can be
classified into four categories based on combination of market share and market growth
relative to the competitor. It divided into four part.
1. Star: - In this category product have high market share and high market growth.
Hero motocorp have splender series, passion series and karizma in this category.
2. Cash cow: - In this category product have high market share and low market
growth. Hero motocorp have HF Dawn and HF Deluxe in this category.
3. Question mark: - In this category product have low market share and high market
growth. Hero motocorp have hunk, xtreme, glamour in this category.
4. Dog: - In this category product have low market share and low market growth.
Hero motocorp have achiever, impulse, Ignitor in this category.
ANSOFF MATRIX: -
The Ansoff Matrix, designed by Igor Ansoff, classifies and explains different growth
strategies for a company. This matrix is used by companies which have a growth
target. This is a tool which consist of two axis products and markets of a company that
facilitates decision-making.
1. Market Penetration: - For existing products and existing markets, Hero can
penetrate into market with Value delivering pricing & Finance options, After-
sales services increased visibility & marketing Value deals Focus on rural
segment by driving through make shift showroom to gain visibility. These
strategies will help hero penetrate more into the market.
2. Market Development: -In strategy, a firm tries to expand into new markets
(geographies, countries etc.) using its existing offerings. Hero is focusing on
markets of North America and Europe.
3. Product Development: -In strategy, a company tries to create new products and
services targeted at its existing markets to achieve growth. Hero can focus on
this segment to achieve this strategy i.e. Skate bikes, Bikes for women, Eco-
friendly bikes.
Marketing mix- The marketing mix is a business tool used in marketing and by
marketers. It consists of
2. Price: -Hero MotoCorp offers wide range of two wheeler products that include from low
cost bikes to high end bikes ranging from 38,000 to 103,000.