MARKETING MIX OF HERO

Marketing Orientation: Hero MotoCorp is a customer orientated company which caters to the
different needs and wants of its diverse customer base.

Product
1. Strong product portfolio consisting of a wide range of two-wheeler models.
2. Provides a wide range of products, aiming to satisfy different consumer needs, and
offering greater freedom of choice in the hands of the customer
3. Products are identified by the customers in terms of their product style, power, mileage,
and requirements
4. Introduction of new technology, continuous improvement of its operational efficiency,
and aggressive expansion of its reach to customers form the core of Hero MotoCorps
strategy

PRICE

1. Competitive pricing strategy as opposed to exclusively following that of skimming

pricing**.
2. Value Added Pricing Policies Customers are provided with the value for their money.
3. Wide price range offered to customers, in terms of a range of product offering

PLACE
1. Distribution outlet: Primarily from the showrooms.
Hero has one of the largest dealership networks in the automobile market
Channelized distribution towards urban and rural areas across India.
2. The networking of the showrooms with more than 6000 dealerships plays a key role
in quantum of sales to various customer segments, with particularly strong foothold in
rural and tier II cities.
3. Established network also ensures provision of post sales services at service points across
the country.
4. Venturing into newer markets e.g., West Asia, Africa, and Latin America, with a pre-
existing strong base in countries like Sri Lanka and Bangladesh

PROMOTIONS
1. The brand image and logo aims to reflect a strong message of solidity, passion, energy,
and confidence and to help connect with customers and build a good relationship.
2. Role of Media:
Extensive televised advertisements form the backbone of promotional activities.
Other forms of promotional activities in its marketing mix include adverts in
newspapers, magazines, billboard, and hoardings, and the distribution of
pamphlets in strategic locations.
3. The Tag Line Hum Mein Hai Hero aspires to build a sense of connectedness to the brand
identifying each potential customer as having a hero inside of him/her; while also
denoting the superior capabilities of Hero itself.
4. Creation of an anthem in conjunction with the music industry along with ads depicting
the struggles and eventual victory of the common Indian, serve to build an emotional
connection with customer base.
5. Hero MotoCorp involves celebrities including at present, Alia Bhatt, and Ranbir Kapoor
in their promotional activities, in the capacity of brand Ambassadors.
6. Close ties with the one of the most widely watched sports Cricket is an important
aspect of the brands promotional activities. E.g., Currently, the company is the title
sponsor of the Caribbean Premier League (Hero CPL)
7. CSR activities engaged in by the company, serve to garner goodwill towards the brand.