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Hero Honda ltd is the world largest manufacturer of two wheeler based in India. It is a joint venture of Hero and Honda group of Japan. Hero Honda with a mission established low cost High efficiency bikes in India. As most of its model are major success in India especially splendor. As a survey reports tell that one splendor bike sells for each 30 seconds in India they conquered the market in India .They are the leaders because of their excellent human resource and high level technology. As they have a very good innovative R&D support from Honda motors Japan they introduced the first fuel efficient bikes in India. As they concentrate on the 4 Ps in a big way such as product they produced the high performance, low fuel consumption cost effective bikes. They used to price their model with considering the middle class population of India. Where they have a big market. Then next we see about place as they have more than 10,000 dealers all over India to reach each and every corner of India with this they became a pan India organization. Last one is promotion as Hero Honda started its promotion targeting the segment of 18 years & above with a monthly income of Rs.10 ,000 . After that they concentrated on emotional quotient such as Desh ki Dhadkan and Dhak Dhak go. There major strength is brand power. The people have faith in Hero Honda and it products. This will give them a sustainable growth and market lead I future. Weakness of HH is its little bit lagging in introducing new technology compared to their competitors. Opportunities in India, there is growth in automobile sector. Threat is Honda is separating from Hero Honda and they have a huge competition from other players such as Bajaj, TVS and Honda.
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MISSION
Hero Hondas mission is to strive for synergy between technology, systems and human resources, to produce products and services that meet the quality, performance and price aspirations of its customers. At the same time maintain the highest standards of ethics and social responsibilities.
MANDATE
Hero Honda is a world leader because of its excellent manpower, proven management, extensive dealer network, efficient supply chain and world-class products with cutting edge technology from Honda Motor Company, Japan. The teamwork and commitment are manifested in the highest level of customer satisfaction, and this goes a long way towards reinforcing its leadership status.
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BRAND
The Company has been continuously investing in brand building utilizing not only the new product launch and new campaign launch opportunities but also through innovative marketing initiatives revolving around cricket, entertainment and ground- level activation
KEY POLICIES
An environmentally and socially, aware company "We must do something for the community from whose land we generate our wealth." A famous quote from our Worthy Chairman Mr.Brijmohan Lall Munjal. ENVIRONMENTAL POLICY
Hero Honda are committed to demonstrate excellence in their environmental performance on a continual basis, as an intrinsic element of their corporate philosophy.
QUALITY POLICY
SAFETY POLICY
Hero Honda is committed to safety and health of its employees and other persons who may be affected by its operations.
Honda Motorcycle & Scooter India Ltd. Minor players are: Suzuki Motorcycles India Ltd Yamaha Royal Enfield (Niche Segment) New Entrants Mahindra & Mahindra (Acquired Kinetic Motor Co. Ltd. in 2008)
35.60%
27.50%
9.50% 4%
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16% 7%
The two-wheeler maker reported net profit of 598.81 crore a year earlier. The net sales climbed 30.8% to RS 5,390,93 crore during the quarter compared with net sales of Rs 4,122,32 crore in the same quarter of the previous year.
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SWOT ANALYSIS
# Strengths Ability to understand customers needs and wants Recognized and established brand name
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Effective advertising capability # Weaknesses R&D is not close to the Hero manufacturing plant Hero is separating from Honda so the technical support is less Import >31 % of its spare part requirement. # Opportunities Global expansion into the Caribbean and Central America Expansion of target market (include women) Become Indias leader in the scooter market # Threats Honda Motorcycles and Scooters India can take away market share and cause joint venture to go sour Bajaj Motors is a strong competitor
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TARGETING
The proposed targeting people in the age group of 18 years and above with a monthly income of Rs. 10,000 and above, who are adventurous, enthusiasts and socializing and who are either students or retired individuals or may be employed as professionals, government servants or having their own business, but mostly male.
POSITIONING
The image that Hero Honda creates in the mind of t The advertisement shown by it says of the Indian family. It represents the Indian culture and society. he customers is the faith. Desh ki Dhadkan . That means its a member
4PS
OF
MARKETING
OF HERO HONDA
Product
Hero Honda's product range includes variety of motorcycles that have set the industry standards across all the market segments. The company also started manufacturing scooter in 2006. Hero Honda offers large no. of products and caters to wide variety of requirements across all the segments.
PRICE
Pricing is an important component of marketing mix of firm. Determining the prices of different products of a firm is a very difficult task of the marketing manager. Price factor has very well been touched by the manufactures. The pricing strategies adopted by Hero Honda Ltd .
They price their product according to the cost of production and also by keeping an eye on the price of the competitors of that segment & demand of the product in the market. The management of a firm decide to fix the price at the competitive level.
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PLACE
Includes various activities the company undertakes to make the product accessible and available to a large number of target customers.
PROMOTION
Advertisement, local events sponsorship and promotions and inviting a prominent personality for the inaugural or first like delivery function would contribute effectively in generating a wider local interest and attention. The company has 100crore rupees for its promotional activities out of which 75% is sponsored by the company and 25% from the dealers.
These are some of the Slogan for every product (Bike) and these are following:CD-100 CD100SS Splendor Street Smart Passion CBZ Hero Honda : : : : : factory. : : Motorcycling Unplugged. Leading the way. Fill it, shut it, Forget it. Tough and Rugged. Designed to Excel. License to enjoy. When style matters, Bike born in studio not in
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The Foundation has adopted various villages located within vicinity of the Hero Honda factory at Dharuhera for integrated rural development. Other key projects taken up by the Foundation include:
Raman Munjal Vidya Mandir Raman Munjal Memorial Hospital Raman Munjal Sports Complex
Vocational Training Centre Adult Literacy Mission Marriages of underprivileged girls Rural Health Care
CONCLUSION After the study we found Hero Honda is the Leading the two wheeler segment in India .As with clear prospects of the various factors they are the toppers in there segment. They have a strong brand image in the mind of Indian consumers. With their vision they will show the same performance in term of growth in next few decades.
REFERENCES
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MAGAZINES, JOURNALS AND NEWSPAPERS: JOURNALS PUBLISHED BY HERO HONDA, ANNUAL REPORT AUTO INDIA, BUSINESS WORLD
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