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    Anand Bugdane
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    Hero Honda has achieved market leadership in the Indian motorcycle market through an integrated marketing communication strategy focused on understanding consumers. They segment their market and tailor products to different groups through sub-brands. Their marketing utilizes various advertising approaches including celebrity endorsements, print, outdoor, covert, and public service ads. They promote sales through pricing schemes, dealer networks, and targeting government and military consumers. The goal is to enhance Hero Honda's image as India's most preferred motorcycle brand through connecting with customers at every touchpoint.

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    Hero Honda has achieved market leadership in the Indian motorcycle market through an integrated marketing communication strategy focused on understanding consumers. They segment their market and tailor products to different groups through sub-brands. Their marketing utilizes various advertising approaches including celebrity endorsements, print, outdoor, covert, and public service ads. They promote sales through pricing schemes, dealer networks, and targeting government and military consumers. The goal is to enhance Hero Honda's image as India's most preferred motorcycle brand through connecting with customers at every touchpoint.

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    Download as PPT, PDF, TXT or read online from Scribd
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    Download as ppt, pdf, or txt
    648 views30 pages

    Hero Motocorp Imc

    Uploaded by

    Anand Bugdane
    Hero Honda has achieved market leadership in the Indian motorcycle market through an integrated marketing communication strategy focused on understanding consumers. They segment their market and tailor products to different groups through sub-brands. Their marketing utilizes various advertising approaches including celebrity endorsements, print, outdoor, covert, and public service ads. They promote sales through pricing schemes, dealer networks, and targeting government and military consumers. The goal is to enhance Hero Honda's image as India's most preferred motorcycle brand through connecting with customers at every touchpoint.

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    of 30

    INTEGRATED MARKETING COMMUNICATION

    Driven By The Trust Of Our Customers

    Presented by:

    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 integrated market communication.

    MARKET SHARE OF MOTORCYCLES IN INDIAN MARKET


    2%2% 13% Hero Bajaj Auto

    12%
    53%

    TVS Motors HMSI (Honda) Yamaha

    18%

    MODELS
    Hero Honda Ambition 133,135 Hero Honda CD 100,CD SS, CD Dawn Hero Honda Splendor , Splendor+ , Super Splendor, Splendor NXG Hero Honda CBZ , CBZ Xtreme Hero Honda Passion , Passion+ , Passion Pro Hero Honda Karizma Hero Honda Hunk Hero Honda Pleasure Hero Honda Glamour

    INTEGRATED MARKETING COMMUNICATION -WAY TO SUCCESS


    Fuel efficient to marketing-led organization Advertising campaigns Product refreshes Brand health

    Emotional Branding

    Segmentation and sub branding

    KARIZMA ZMR

    BIKE FOR ALL!!!

    Youngistaan....

    Just 4 her.....

    Fill It Shut It Forget It

    Har gaon, har angan


    500 men 3 two months long waves additional sale of 15,00016,000 motorcycles through each wave

    http://www.idrive.in/tech/framed/unique-Marketing-Strategy-of-Hero-Hond

    Advertising
    Discarded product categorization on the basis of engine size Product differentiation was the key Avoided customer confusion of products Karizma (premium segment) comes with the punch line, Always game The ad for the premium segment Hunk doesnt talk of speed or power at all the focus is on the looks even while standing The CBZ Extreme comes with the promise, Thinking is such a waste of time

    Types of Advertisements
    Celebrity Advertisements.

    Brand endorsers- Virender sehwag, saurav ganguly, priyanka chopra, Hrithik roshan, Rajyavardhan rathore.

    Types of Advertisements
    Print and Outdoor Advertisement

    Types of Advertisements
    Covert Advertisement
    Mujhe Kuch Kehana hai CBZ Gavaskar Border Trophy Man Of The Match Hero Honda Bike

    Types of Advertisements
    Public service advertisements DESH KI DHADKAN has truly capture the Indian hearts, minds and souls....

    Types of Advertisements
    Broadcast advertisements HERO HONDA ROADIES 5.0

    Hero Honda SA RE GA MA PA

    Other

    Types of Advertisements
    Campaigns for Each Bike with Individual Tag Lines

    Types of Advertisements
    Immense fan following on twitter, face book, orkut

    .
    It has approx. 1.25 lakh fan followers on face

    book.

    Personal selling
    Wide price range. Each product with multiple optional features. Experience speaks. First six service free Once in a year free check up for hero Honda bikes from authorised company service station. Good resale value. Various schemes for government and military employees.

    Sales promotion
    Large product portfolio starting from 37k to 95k Consistent launch of variants in the same models Wide range of colours available in each category Vast network of more than 2100 committed Dealers and Service outlets spread across the country Festive offers- Rs 1000 discount with free accidental insurance

    Sales promotion

    Cash incentive program

    Sales promotion cont

    CSD
    TOUGH MEN, TOUGH BIKES FROM THE WORLDS NO 1 TWO WHEELER COMPANY.
    Availability on all CSD area depot, anywhere in the.

    All commissioned officers / staff - either recountry at CSD pricetired or currently serving in the Indian Army, Navy or Air Force - can avail of this facility.

    CORPORATE SALES
    Single window processing for delivery at multiple locations No running around for documentation Attractive finance options Hero Honda passport unique CRM program Bulk incentive scheme

    DGS&D
    Sale to any Govt. Depts.. is done through DGS&D Ensures quality Negotiate with manufactures

    COMMUNICATION STRATEGY
    The Objective

    Enhance the image of HERO HONDA as most preferred bike of India.


    The Goal

    Connect with the target group as a unique lifestyle and personality brand
    The Task

    To be present at almost every touch point with the communication target group
    The Challenge

    To break the clutter and communicate the Brand message

    CREATIVE ADVERTISEMENT

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