Integrated Marketing Communication:Hero Honda

Integrated Marketing Communication

Hero Hero HondaHonda

Cohesive Approach

Hero Honda - In the making

Right Cost

100 cc motorcycleFuel efficient &

Affordable

Hero Honda-The Market Leader

Over 56 percent of market share in 2009

Over 25 million consumer base

Over 3500 touchpoints

Integrated marketing communication-way to success

• Fuel efficient to marketing-led organization

• Advertising campaigns

• Product refreshes

• Brand health

Emotional Branding

Segmentation and subbranding

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

15,000-16,000 motorcycles through each wave

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

Advertising

o Discarded product categorization on the basis of engine size

o Product differentiation was the key

o Avoided customer confusion of products

o Karizma (premium segment) comes with the punch line, “Always game”

o The ad for the premium segment Hunk doesn’t talk of speed or power at all —

the focus is on the looks even while standing

o The CBZ Extreme comes with the promise, “Thinking is such a waste of time”

Types of Advertisements

Celebrity Advertisements

Types of Advertisements

Print and Outdoor

Advertisement

Types of Advertisements

Covert AdvertisementMujhe Kuch Kehana hai – CBZ

Gavaskar Border Trophy – “Man Of The Match” Hero Honda Bike

Types of Advertisements

Public service advertisements

• “DESH KI DHADKAN”

Types of Advertisements

Broadcast advertisemensts• HERO HONDA RODIES

• HERO HONDA SAREGAMAPA

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 comapany service station.• Good resale value.• Various schemes for goverment and miliatry employees.

Print Advertisements

Outdoor Advrtisements

Sales Promotion

• Large product portfolio starting from 37k to 95k

• Consistent launch of variants in the same models

• Wide range of colors 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...contd

Pleasure promotional features

• 6 free services• 2 years warranty• 9 shades of color• Dual tone• Auto start

CSD

• Choose bike of your choice at a considerable lesser price i.e. at CSD price anywhere in India

• Who can book?– All commissioned officers / staff -

either retired or currently serving in the Indian Army, Navy or Air Force - can avail of this facility

Finance and insurance

– Insurance bank

Direct Selling Helpful staff 2100 authorized dealers Concentrated on brand rather than offering discountsHero Honda hasn't been offering

discounts since two years. Now with the competition heating up, would we see discounts coming back?

For us competition never cooled down. There have been launches by our competitors, some successful, some not. I don't see competition dying down, and we stay true to our strategy -- no discounting of products. A consumer's primary consideration is the brand, which is the biggest differentiator. They will not pay attention to smaller considerations like Rs 1,000 off or a better interest rate etc.

MoU with PNB in 2003 According to MoU, PNB will offer motorcycle financing for all Hero Honda bikes at 11 per cent for a period of 1 year

and 11.5 per cent for a period of five year. PNB will finance up to 90 per cent of the on-road price of Hero Honda bikes.

Hero Honda Motors Ltd has signed a memorandum of understanding (MoU) with Punjab National Bank (PNB) to offer consumer financing option for Hero Honda motorcycles for a period of up to five years.

Hero Honda chairman Brijmohan Lall said that the over a quarter of its sales of 18 million bikes in the fiscal 2002-03 was sold through consumer financing.

‘‘The percentage of non performing assets (NPA) on overall Hero Honda consumer financing is around 0.75 per cent. And considering a high re-sale value for a Hero Honda product, lenders have lesser risk to undertake,’’ Mr Lall added.

The PNB tie-up is expected to give a fillip to consumer finance-driven sales in rural areas, where adequate financing is not available.

Press Release New Delhi, October 21, 2008: Hero Honda Motors Ltd (HHML), the world's largest two-

wheeler company for seven consecutive years, today firmly reiterated its undisputed

leadership in the domestic two-wheeler market.

Hero Honda passes on excise duty cut benefit to customers reduces prices on all models,

ranging from Rs. 1000/- to Rs. 2400/-sales 265,431 units of two-wheelers in February

Hero Honda has already rolled out its festive season initiatives, with the launch of four new

models – the all-new "Passion Pro" and three refreshes of its existing models - new CBZ X-

treme, a self–start version of Splendor NXG and the refreshed Pleasure.

Press Release Celebrating its 25th year, Hero Honda released an innovative music video in the month of

September. Titled "Hero Honda Dhak Dhak Go“

Hero Honda recently won two very coveted awards - "The Most preferred Brand of two-

wheelers" award at the recent CNBC Awaaz Consumer Awards 2008, and the "NDTV Profit

Business Leadership Award".

Press Release New Delhi, October 21, 2008: Hero Honda Motors Ltd (HHML), the world's largest two-

wheeler company for seven consecutive years, today firmly reiterated its undisputed

leadership in the domestic two-wheeler market with impressive bottom line growth for the

second quarter (Q2) – July to September - of this financial year (FY) 2008-09.

Hero Honda passes on excise duty cut benefit to customers reduces prices on all models,

ranging from Rs. 1000/- to Rs. 2400/-sales 265,431 units of two-wheelers in February

Hero Honda has already rolled out its festive season initiatives, with the launch of four new

models – the all-new "Passion Pro" and three refreshes of its existing models - new CBZ X-

treme, a self–start version of Splendor NXG and the refreshed Pleasure.

Press Release Celebrating its 25th year, Hero Honda released an innovative music video in the month of

September. Titled "Hero Honda Dhak Dhak Go", and involving as many as eight brand

ambassadors of Hero Honda, the music video has been receiving rave reviews.

Hero Honda recently won two very coveted awards - "The Most preferred Brand of two-

wheelers" award at the recent CNBC Awaaz Consumer Awards 2008, and the "NDTV Profit

Business Leadership Award".

Hero Honda continues to invest in brand building and strengthening its association with

properties such as cricket. Hero Honda was the title sponsor of the recently-concluded Hero

Honda Cup One-Day International (ODI) Series between India and England which India won

5-0.