Atlas Honda Ltd.: Communication Plan Group No. 5 Abhishek Keshri (09/08) Gaurang Agarawal (47/08) Manish Mishra(71/08) Chayanika Dutta (89/08) Nishant Mittal (147/08)
Atlas Honda Ltd.: Communication PlanGroup No. 5Abhishek Keshri (09/08)Gaurang Agarawal (47/08)Manish Mishra(71/08)Chayanika Dutta (89/08)Nishant Mittal (147/08)
INTRODUCTION• This case is about developing a
marketing plan for Atlas Honda Ltd.• The General Marketing Manager, Mr.
Haider had to figure out the following:– Figure out a rationale for the allocations
in the various communication channels for advertising
– Why communication in some parts of Pakistan not effective
– What to do keeping in view the aggressive stance taken by Suzuki
Atlas Honda Ltd.• Dominant player in the four stroke
sector.• Failed in the two stroke segment• Produces two bikes
Two Stroke to Four Stroke
Four Stroke• Low maintenance needs• Low fuel consumption• Better resale value• Popular in the southern
Pakistan• Well trained mechanics
required for servicing.• Higher manufacturing
cost
Two Stroke• Frequent servicing
required• Higher fuel
consumption• Higher depreciation in
value per year• Popular in Northern
Pakistan• More brand choices
with customers
Competition
There are two other relatively small competitors:•Kawasaki•Vespa
Sales with Time
* 1992 data is the prediction by AHL
Competition
Environment• Factors affecting Demand:
•Maintenance Cost•Resale Value•Availability of Mechanics•Availability of Spare parts•Brand Name
• Relative importance of these factors not known
• No idea Customer Decision Making Process
Environment
• Buying Decision is presumed to depend on the recommendations of:
–Friends –Other Motorbike Owners
–Mechanics–Dealers
Sales Promotion Activities by AHL
• Advertising and Publicity:– Electronic, print media advertising,
posters, banners, hoardings and cinema advertisements
• Sales Promotion Activities:– Mechanic training camps, Ecno-
runs, free service camps, free t- shirts, key chains and other dealer premiums.
Sales Promotion Activities by AHL• In the past there was low TV
advertising– Currently AHL is using the following
channels:– Rs. 1.72 million for TV advertising– Rs. 970,000 for Radio advertising– Rs. 2.5 million for Print Media– 100 large four coloured posters (Rs.
1,000 each)– 250,000 leaflets (Rs. 5 each)– 130 Hoardings (Rs. 8,000- 15,000
each)– 5,000 Banners (Rs. 500 each)
Past experience of AHL
• Promotion Activities did not help• Price Discounts were no use• Contests among dealers proved
detrimental
Conclusion
• With the given information it can be deduced that the market is dealer driven
• Extensive research of the markets still needs to be conducted to find out the relative importance of all the factors
• The company should indulge into vigorous marketing otherwise it wont be able to leverage the sales promotion activities of Suzuki.
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