Marketing Communication : Marketing Communication HERO HONDA PLEASURE: WHY SHOULD BOYS HAVE ALL THE FUN Presented

d by: RAVI KUMAR ANKIT AGARWAL Definition: : Definition: The process by which a marketer develops and presents stimuli to a defined target audience with the purpose of eliciting a desired set of responses. Marketing communication tools: Direct tools Indirect tools Advertising - Public relations Personal selling - Sponsorships Direct marketing - Word of mouth Exhibitions Slide 3: Forget the 4 Psthink of 4 Cs Forget productstudy consumer wants and need Forget priceunderstand the consumers cost to satisfy that want or need Forget placethink of the consumers convenience to buy Forget promotionsthe word is communication Hero Honda Pleasure Image : Hero Honda Pleasure Image Hero Honda Pleasure Functional 100cc engine Gearless comfort Light weight and easy to maneuver Social Image of a modern woman Symbol of self reliance Mental I have an identity I can decide where I wish to go I can stand up against the tide Spiritual This is my personal belonging Girls are special; so is my bike Based on the Market Research Brand Key: Why Hero Honda Pleasure ? : Reason to believe Benefits Deliverables Insight Competitive Environment Established Players 9% Share for HH Pleasure in Yr 1 Target young girls , working Women as well as GAON Ki GORI Women need their own space They want their own identity They want to stand at par with men Essence Style Comfort Easy ride A womans true Friend Legacy of Hero Honda Proven technology Established service Independence Effortless drive Fuel Economy Image Youthful n Vibrant Expression of the woman Brand Key: Why Hero Honda Pleasure ? Values and personality Brand Strategy : Brand Strategy Pleasure: Not just a scooter, its a lifestyle A womans identity Symbol of free spirit Prized possession A friend for a life A comprehensive communication to drive the strong product t o grow at 20% YOY growth rate (same as market growth) Enhance the Brand Communication to build the Brand in the Mind, Heart and Soul of the audience

Communication Strategy : Communication Strategy Enhance the image of Pleasure as most preferred scooter for women. Connect with the target group as a unique lifestyle and personality brand To be present at almost every touch point with the communication target group To break the clutter and communicate the Brand message. The Objective The Goal The Task The C hallenge Creative Strategy : Creative Strategy Convey the positioning and enhance imagery Emotional as well as rational approach Stress of the Exclusive for Women factor Influence the influencers. Sense of belonging with the Brand Pleasure Carry the halo effect of the Hero Honda into the Scooter segment Its a Pleasure; Its my Pleasure; Its Our Pleasure : Creative advertising Media Habits: find out habits and decide advertising : Media Habits: find out habits and decide advertising When I need information the first place I look is the internet 37% I am a TV addict 45% I am a regular cinema goer 27% I find the newspaper supplements really worth reading 53% I read a newspaper most days 60% I listen to the radio every day 31% Source: TGI 2007 Media Strategy : Media Strategy Print 2 insertion /week 1 in Mainline 1 Regional Print TV 5 Mainline Channel 3 General Entertainment Channel 1 Regional Satellite Channel DD channels Radio Radio Spots Outdoor Hoardings Activation Sales Promotion Activity Digital Space : Digital Space Website Banners ads: Impress with banner and direct to Pleasure Community online. Community tie -up with Sunsilk Gang of Girls. User generated Content on Female Blogs Search engine Ads Google Scooter/ Pleasure =Hero Honda Pleasure. Promote offers through SMSs On Women day. SMS icons of Pleasure. Yahoo Female Avatars of Pleasure. MSN cool zones with Pleasure Branding. Develop ring tones for the Pleasure Signature Tune Pre email pop ups. Viral advertising of Pleasure Experiential/ Trial Inducing : Experiential/ Trial Inducing Experience the Pleasure of being a Girl zones Special events for Womens Day Career, Gossip and Discussion forums Workshops for Health, Beauty and Well being Moonlight Pleasure Trails

Miss Pleasure contest Sponsorship in college festivals Long -term Friendships are difficult to replace Just4Her Showrooms Ground Activation
Slide 1: MARKETING STRATEGY OF

Slide 2: COMPANY PROFILE GROWTH STRATEGIES RURAL MARKETING STRATEGY CHALLENGES FACED IN RURAL MARKET INDEX

Slide 3: Hero is the brand name used by the Munjal brothers in the year 1956 with the flagship company Hero Cycles. It is a joint venture between India's Hero Group and Honda Motor Company. It established in 1984 as the Hero Honda company,India . During the 1980s, the company introduced motorcycles that were popular in India for their fuel economy and low cost. COMPANY PROFILE

Slide 4: Hero Honda has three manufacturing facilities based at Dharuhera and Gurgaon in Haryana and at Haridwar in Uttarakhand . These plants together are capable of churning out 3.9 million bikes per year. Hero Honda's has a large sales and service network with over 3,000 dealerships and service points across India.

Slide 5: Hero Hondas important strategy is that they are concentrating on rural market a lot because majority of people are living in rural areas and government are pumping in a lot of money through various programs by which substantial growth is expected to come from these markets. They produce products (motorcycles) which are fuelefficient and have low maintenance. They give advertisements in different media vehicles time to time by which customer attention is achieved. GROWTH STRATEGIES

Slide 6: Hero Honda use foreign collaborations to assist in new design and production process. To build a strong customer relationship they also organize free service camps every year. Hero Honda offers cheapest motorcycles in India, cost between 38,000 to 48,000. The punchline of Hero Honda gives a emotional touch to customers DESH KI DADKHAN. They focus on Quality.

Slide 7: A rural vertical was set up sometime in 2007. Five hundred sales representatives were taken on board for the mission Har Gaon , Har Aangan (every village, every courtyard.) These representatives have been given work tasks and not sale targets - they need to meet potential customers and opinion leaders in villages. To strengthen their network in rural areas, the company started sales, servicing and spare part outlets in small towns and villages across India. Rural Marketing strategy

Slide 8: The company has recruited local people as sales executives and trained them to markets its product to rural customers because the local recruited person knows, the taste and preference of the consumers. The most successful product is splendor in rural market and the company kept on focusing on upgrading the models so, then they later came up with splendor plus and splendor nxg , which provided extra features and the consumers were satisfied. Under the rural vertical, they started collecting a lot of data at rural touch points many of their

dealers are now meeting sarpanches , headmasters, aanganwadi workers and other opinion makers to understand the rural consumer better.

Slide 9: The company conducts skits or dramas in villages and give some social message. it attracts the crowd and advertises its product. Once you earn the villagers loyalty (and they are known for their brand loyalty), it will be difficult for competitors to take away your customers.

Slide 10: Key products

Slide 11: HERO HONDA BAJAJ PICK UP =80% MAINTENANCE= 62% DESIGNS=80% BRAND IMAGE=55% PICK UP =70% MAINTENANCE= 58% DESIGNS=85% BRAND IMAGE=53% VS

Slide 12: The rural consumer values old customs and tradition. They do not prefer changes. The Infrastructure Facilities like roads, warehouses, communication system, financial facilities are inadequate in rural areas. Hence physical distribution became costly due to inadequate Infrastructure facilities. The price its competetors are providing is also becoming the threat. For example: bajaj autos platina is priced at 38,115. Challenges faced in Rural Market

Slide 13: Rural areas are scattered and it is next to impossible to ensure the availability of a brand all over the country. The literacy rate is low in rural areas as compared to urban areas. This again leads to problem of communication for promotion purposes. The dealerships in rural areas is limited because of which the customer has to go to near by city to buy the product. Spare parts of Hero Honda are costlier than other companies spare parts, so there is problem for rural people to afford.

Slide 14: Thank you Presented by: TEAM BUICK OPEN FOR QUERIES.