Honda Beat Brand Audit Syndicate 5 Agung Mahendra 29111324 Rangga Tri Raeros 29111314 Joseph Enrico 29111349 Reski Mapriharto 29111326 Gilang Surawijaya 29111350
Honda Beat Brand Audit
Syndicate 5
Agung Mahendra 29111324Rangga Tri Raeros 29111314Joseph Enrico 29111349Reski Mapriharto 29111326Gilang Surawijaya 29111350
Category Analysis Worksheet
• Size :975881 (0.4%)• Growth rate :45% (from 2010 – 2011)
Segment description
• Current trends: PGMFI, More Luggage space, Economic fuel, Magnetic Key Shutter, Side Stand Switch, Sporty striping
• Emerging Trends :Combi Brake System, AHO (automatic Headline On)
Current and Emerging Trends
• Rp. 18.2160500.000.000 (from estimated sales 1.350.000 unit)
Estimated Profit Potential
of Trends• More efficient fuel engine, Anti theft system,
Motorcycle tracking, Sport design matic motorcycle, Longtime service guarantee,
Trends Needs not being met
Brand Positioning WorksheetBrand in Category
Key Customer Benefits Brand Positioning Statement
Honda BeAT Efficient fuel consumption, Combi Brake System, Fuel Injection,
Honda Beat is a matic motorcycle for young people, who need efficient, trendy and agile motorcycle, because new technology and new design.
Mio J Efficient fuel consumption, DiAsil Cylinder,
Mio J is a matic motorcycle for young people who need fast motorcycle but efficient fuel consumption, because new machine technology from Yamaha.
Suzuki Nex Efficient fuel consumption, Different type machine(in same class),
Suzuki Nex is a matic motorcycle for young people who need efficient fuel consumption and bigger machine capacity, because Suzuki new technology.
Target Audience Worksheet Primary Target
Demographic Psychographic
Size of Market Distribution Point
Media Reach
Young People (17-21 yo)
Female Middle to low
income
Strivers people
High mobility
63 % Dealer, motorcycle exhibition, School event,mallor motor showroom
Television, Magazine, Website, Radio, Bilboard, Brochure
Secondary Target
Adult (21-40yo)
Male Middle-middle
up
Thinkers people
33 % Dealer, mall, personal selling, motorcycle exhibition, mall, or motor showroom
Television, Magazine, Website, Radio, Billboards, Brochure
Tertiary Target
Middle-aged (>40)
- 4 % Dealer, personal selling, motorcycle exhibition, mall or motor showroom
Television, Magazine, Website, Radio, Billboards, Brochure
Competitive Analysis
Honda Beat FI
Features : New volume of baggage capacity 11.2L, Combi Brake System
Rp.13.500.000
120.000 unit / month
Beat FI offers customer with newest trend. Comby brake system can guarantee customer save brake process, and FI (fuel injection) make this matic motorcycle economize in fuel consumption.
“move forward with a new trend”
Competitive Analysis
Yamaha Mio J
Features : New seat with improve comfort, DiAsil Cylinder
Rp. 12.950.000
Style & Design : Slim, elegant especially for women
25.000 / month
Current matic motorcycle that offers Yamaha toughness machine with fuel injection technology produce high-performance matic motorcycle with economizes fuel consumption.
“semakin cepat, semakin irit”
Competitive Analysis
Suzuki Nex
Features : Unique machine capacity 113cc, Throttle Position Sensor
Rp. 12.350.000
20.000 in 2012
Suzuki nex offers stylish design , for everyone who want not only stylish motorcycle but also economize fuel consumption..
“irit, lincah dan gaya”
Point of Differentiation WorksheetBrands Parity Features Meaningfull Point of
Differentiation#1 Reason People Buy The Brand
Honda Beat FI
AHO, disk brake in front and tromol rear brake, Magnetic Key Shutter
Comby Brake System Trusted company Brand (high resale price, cheap sparepart price, and slim body)
Mio J AHO, disk brake in front and tromol rear brake, Magnetic Key Shutter
4,8 L fuel tank capacity
Trusted company Brand (high resale price, fast, moto-GP effect)
Suzuki Nex
AHO, disk brake in front and tromol rear brake, Magnetic Key Shutter
113 cc Bigger cc and cheaper than Honda and Yamaha
Brand Traits WorksheetBelievable Options 3 Most Strategies
Smart
Trendy X
Cool
Efficient X
The Pioneer
Agile X
What we want them to think:What the target thinks now:
Core brand message : Move Forward with a new trendRTB: Trusted Brand
Target Audience:Young Urbanites
Product : Matic MotorcycleBrand : Honda Beat FI
Honda Beat is Efficient, trendy and agile matic motorcyle.
Brand CredentialHistorical and current facts that give a brand’s image added dimension. Example included : time in business, size of company, etc.
Astra Honda motor established since 11 June 1971 has reputation for produce good quality and durable motorcycle like S90Z known as “Bekjul”, Honda Tiger, Honda CBR, Honda Supra, Honda Vario, and now Beat. They has authorized dealer & service center around Indonesia. Because of this, it been known by customer Honda motorcycle has low depreciation, therefore second hand Honda motorcycle still has good price.
Market Leader 314.263 unit, April 2012 (Honda Beat)
Award, medals, records ▪ Best Fuel Consumption Scooter category in 110 – 115 cc in Automotive Award 2010
▪ Best Fuel Consumption Scooter category in110 – 115 cc in Automotive Award 2009
▪ Best Scooter Performance & Handling 110 – 115 cc in Automotive Award 2009
▪ No. 1 Word of Mouth 2009 Award in SWA MagazineCertifications, licenses, accreditations
SII (Standar Industri Indonesia) SNI (Standar Nasional Indonesia) HES (Honda Engineering Standard) ISO 9001 ISO 14001 ISO 17025 OHSAS 18001
Brand CredentialArticles or quote publish in newspapers and magazines that improve brand image and that can be used in marketing materials
“NihSpesifikasiLengkap Honda BeATInjeksi, BanyakBerubah!” (Motorplus.otomotifnet.com – 11/10/2012)
“LombaIrit Honda BeATInjeksi, Tembus 90 Km per Liter!” (Motorplus.otomotifnet.com – 27/10/2012)
“First Ride Honda BeATInjeksi, PosisiBerkendaraLebihNyaman!” (Motorplus.otomotifnet.com – 12/10/2012)Testimonials, client
references"Awalnyasihgakbegitusukadengan motor matic, soalnyakanmatic yang duluduluborosnyamintaampun"."Tapi pas habiscoba Honda Beat kokbedabanget,udahirit,lincah,bodinyakeren,cocokpokoknya" -MUHAMMAD RUDIYANTO-
Achievement-including being first to do something
Combi brake system
Product or service rating / rankings
IMAC Award 2012
Prestige of user or client list
15000 AHASS employee, 130 vendor and supplier in Indonesia
Brand reputation The Indonesia Best Brand Award (IBBA) 2012
Cross Analysis
MARKET SHARE TARGET 75%
Category Analysis x POD x competitive analysis x Brand Positioning
Many matic motorcycle produsen now apply newest trend in their product, such as PGMFI, More Luggage space, Economic fuel, Magnetic Key Shutter, Side Stand Switch, Sporty stryping, and AHO (automatic Headline On)
This trends now become current standard trend. And most of produsen have to think so hard to make new innovation, include Astra Honda Motor, to gain the market, because 110cc segment only reach 0,4% from the total population.
Yamaha and Suzuki come with their new innovation, such as changing in fuel tank and machine capacity.
Respond to the competitor changing, PT.Astra Honda Motor won`t follow their competitor new trend. Because they might think that if they follow their competitor trend, they don`t have any specialities in the customer mind.
So they decide to launch new inovation in 110cc matic motorcycle, there is comby brake system.
Motorcycle Produsen New Trend
Yamaha Big fuel tank capacity and more machine capacity (113,7cc)
Suzuki More machine capacity (113cc)
Honda Comby brake system
*Honda new trend led Honda different to their competitors, such as Yamaha and Suzuki. This differentiation make Honda provide different trend to 110cc matic motorcycle segment, because their competitor has same inovation.
*Comby brake system make Honda out of competitor “new trend”. This led Honda claim that just Honda that serve new trend in 110cc matic motorcycle, because the competitors has the same inovation, and it became standard trend cause so many produsen use it.
*That`s why Honda Beat FI brand value is “move forward with a new trend”.
*And Honda BeAT has a position as a trendy, fuel consumption, and agile.
* Target Audience Worksheet x Point of Differentiation x Brand Credential x Brand
Positioning
Honda BeAT primary target is young people who has strivers personality with high mobility. Most of them is a trendy person, and buy product for achievement / social approval (favour stylish product).
Most of the produsen now conduct this needs. But HONDA has a bigger “pie” in motor matic market share, it because in 2009 and 2010 Honda BeAT has gain a lot of award such as Best fuel consumption scooter in category , Best scooter perfomance and handling, and no.1 word of mouth. Honda BeAT also equiped by many sertification, such as SII, SNI, HES, ISO, and OHSAS. This be the reason why many customer buy Honda BeAT, because Honda BeAT come from trusted company, and well tested.
Brand Positioning x Brand Traits x Brand Credential Based on the key customer benefits, Honda BeAT
try to fill the customer needs with many benefits such as Efficient fuel consumption, Combi Brake System, Fuel Injection, good handling.
The most importance key that BeAT offer are trendy, efficient and agile. This key supported by many award that Honda BeAT received. And match with the target needs.
That`s why Honda BeAT positioning is as a matic motorcycle for young people, who need efficient, trendy, agile, and comfortable driven motorcycle, because new technology and new design.
Target Audience x Marketing Communication
To deliver the brand traits to the target, BeAT us many media, such as newspaper/magazine, TV, radio, Bilboard etc.
BeAT also make a customize marketing communication for each target, such as young event sponsorship for primary target, trade show for secondary target, or direct mail.
Gaining Honda BeAT Market Share Strategies
4P : Product Limited Editions
Honda BeAT make a limited edition for only a few product or character. Example : Motor GP Striping, Korean artist striping, Batik Striping, etc.
Add value Add some new feature of Honda BeAT like “Double Disc Brake”,
“Alarm”, “RFID Motor Security“. So Honda BeAT have added value compared to other products.
Custom design Honda BeAT can give a different color for each part of the body (only
using the original factory-build). Increase machine capacity to 113 cc
By upgrading the machine capacity to 113 cc, Honda BeAT can claim their product “More Powerful More Faster, Still Efficient and stylish”.
Gaining Honda BeAT Market Share StrategiesModifier Difference Price
BeAT CW Custom wheel 12.650.000
BeAT SW Spoke wheel 11.850.000
BeAT-FI CBS Full injection and combi brake system
13.500.000
BeAT-FI CW Full injection and custom wheel 12.900.000
BeAT-FI SW Full injection and spoke wheel 12.100.000
BeAT-FI LE (New Modifier)
Full injection, custom wheel and special striping (Moto GP, Batik, etc)
13.200.000
BeAT-FI SF(New Modifier)
Full injection, custom wheel, combi brake system, alarm, double disc brake, RFID motor security, 113 cc
13.900.000
Gaining Honda BeAT Market Share Strategies Place
Online selling Customer can booked Honda BeAT FI from home vie
online, after that the Marketing of Honda will feedback the customer and come to customer house to handle the administration term. After the customer fulfill the term (payment), Honda will send the product.
Promotion Trade up cooperation with 3rd party company
Trade up any matic motorcycle brand within 5 year used to Honda BeAT with a special price with the applicable provisions that imposed by Honda, and they use the 3rd party company to held the trade up program, example : Adira Finance.
Gaining Honda BeAT Market Share Strategies
Reference option Offers to customers who pay by installments, for each person who
recommended it and buy a Honda Beat, the mortgage would be cut by Rp.100,000. It applies to payments out.
Brand ambassador Because Honda BeAT primary target for youth peoples and
especially for female, so Honda BeAT used Suju (Korean Artist) as the brand ambassador.
Product Bundling Every purchase of Honda motorcycle helmets usually have got a
standard from Honda, but specifically for the Honda Beat is given deals only add 100,000, buyers can swap helmets with some famous brand which is roughly 300,000 in market value. but Honda ordered directly from the factory helmet helmet with considerable amounts and of course the price is much cheaper than the market price. so buyers will be able to see the benefits to 100,000 may have known helmets 300,000 in market prices
Gaining Honda BeAT Market Share Strategies
Sponsorship Be a sponsor for the youth event. Example : PENSI
(Pentas Seni Pelajar) Sensational event
Make a sensational event, so the activity deserve to be loaded in the print media like motor magazine.
Invite and offers journalists/mass media to report the event, so the event/activities can be added to their magazine topic
Gaining Honda BeAT Market Share Strategies Price
Installment payment / cash back The installment program is related to Reference Option cash
back in the promotion. It gave choice for customer to determine the payment term. Example : 1 year or 2 year.
Same price with Mio J By set the same price or a slightly different from the competitor
will narrow the difference between Honda BeAt FI and the other competitor. It could make narrow customer mindset about the product.
Optional feature pricing After Honda BeAt difference being narrow with the customer,
then we offers the other benefit to customer with lower price than market price. Example : as we know that the weakness of Honda BeAT is limited luggage, so we offer helmet box with a half price from the market price.
Thank You..
Extra
July-August 2012 Sep-12 Oct-12 Nov-121,040,196 1,160,196 1,280,196 1,400,196421,153 446,153 471,153 496,153 74,187 84,187 94,187 104,187
Total 1,690,536 1,845,536 2,000,536Promotion x x x
Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13
1,532,196
1,664,196
1,809,196
1,954,196
2,099,196 2,244,196
2,444,196 2,644,196
521,153 546,153
571,153 596,153
621,153 646,153
671,153 696,153
114,187 124,187
134,187 144,187
154,187 164,187
174,187 184,187
2,167,536
2,334,536
2,514,536
2,694,536
2,874,536 3,054,536
3,289,536 3,524,536
LE LE SF SF SF SF SF & Trade Up SF & Trade Up
Unit Market Share
75.02%
Mio JBeat
Nex
Conclusion
Limited Editions
Add value
Custom design
Increase machine capacity to 113
cc
Online selling
Trade up cooperation with
3rd party company
Reference option
Brand ambassador
Product Bundling
Sponsorship
Sensational event
Installment payment / cash back
Same price with Mio J
Optional feature pricing