HONDA MOTORBIKES

History
Soichiro Honda began producing motorcycles in 1946 for cheap transportation in war. Honda designed his own 50cc engine for the bicycles The first motorcycle that featured a completely Honda designed motor and frame was produced in 1949 it was called the Model D for Dream

1st and 2nd

Newer version

Pakistan
The company was incorporated in Pakistan on November 3, 1992 and joint venture agreement was signed on August 1993.

Current market situation

Atlas Honda is the leader in motorcycle industry Three products named as CD 70, CD 125 and CD100 It has market share of 56 % currently Last year it produced 1,90,395 bikes

Contd.
The market size for two wheeler segment was around 340,000, while demand for Atlas Honda touched 230,000 Last year an investment of 4 billion has come in the motorcycle industry, form that Atlas Honda invested 2.5 billion alone

Product Mix
Atlas Honda manufactures three different types of motorcycles: 70cc, 100cc and 125cc 70cc category has been expanded by the most impressive rate of about 17 percent per annum Worldwide its product range from 48cc(Super Cub) to 1800cc (Gold Wing (GL1800)).

Marketing mix
Product 14 models world wide. In Pakistan only there is one model which is CD series (70cc, 100cc and 125cc).

CD 70
Honda CD 70 is the No. 1 choice in motorcycles in Pakistan

CD 100

CD 125

Competitor Brands
Yamaha Sohrab Suzuki

Contd.
Pricing MODEL Honda CD 70 Honda CD 100 Honda CG 125 PRICE Rs. 54000 Rs. 64000 Rs. 71000

Contd.
Placement Atlas Honda has Pakistans biggest sales network

Contd.
The company has made its 1 to 5 S dealers through out the country Sales Services Spare Parts Second Hand Exchange Special Sales (credit)

Contd.
Promotion Advertisement Personal Selling Billboards Sponsor

Celebrity endorsement of Honda

Recently Akshay Kumar is in the ad in Atlas Honda No other big celebrity in the ad Celebrity Popularity Celebrity Availability Celebrity Physical Attractiveness

Why it is important?
It was first started by Europe and America. Then India has adapted it. And now it is also increasing in Pakistan. The people idolize their celebrities. Its an opportunity for advertiser to expand their operations and promote their product

Societal marketing
Honda reacts to environmental issues comprehensively under rules and regulations for every global operation Honda has established targets to reduce carbon dioxide emissions Honda is also campaigning for safe driving habits and awareness among their customers globally In Japan, America, Brazil, England Honda has started motor cycle training.

Contd.
In Thailand Honda held a Road safety for kids promotion. In China Honda conducted a safety seminar at dealer