GROUP MEMBERS

HAROON MEHMOOD BAU-S08-102

ABDULLAH ASHRAF BAU-S08-103

INTRODUCTION & HISTORY

HONDA get started in 1930s. Established as company on 24 sept.1948. Its main headquarter is in TOKYO,JAPAN. SOICHIRO HONDA, the founder TAKEO FUKUI,the CEO. 1959 HONDA motorcycles First dealership in UNITED STATES. IN 1964 HONDA ENTERS INTO THE F-1 RACE 1981 HONA PRODUCES THE 1ST EVER HONDA CITY CAR. 1983 HONDA COME BACK TO F1 RACE 1987 THE FIRST EVER AIR BAG SYSTEM WAS INTRODUCED. 1989 VTEC ENGINE WAS INTRODUCED NOW HONDA is 5th largest automobile manufacturer in the world,

 2nd in Japan behind Toyota.

HONDA ATLAS MOTORS PAKISTAN

A joint venture between HONDA Motor Company Ltd.Japan and Atlas Group Of Companies. Started its working on 17 April 1993 Official inauguration by President Farooq Ahmed Khan Laghari.

SLOGAN HONDA official slogan is THE POWER OF DREAMS HONDA has never used its slogan to sell its products o BUT It was Mr. HONDA s belief that

 well built products sell themselves.

MISSION STATEMENT

We see "The Power of Dreams" as a way of thinking that guides us and pushes us forward. The strength of our company comes from this philosophy which is based on the visionary principles of our founder, Soichiro Honda.

We see the world not as it is, but as it could be.We see the world through the eyes of dreamers. Because we are a company founded by a dreamer. And we are a company built on dreams.

MARKETING MIX

1.

PRODUCTS

Honda Atlas Cars (Pakistan)

Limited is offering different Models of Honda cars Motorcycles, generators, water Pumps in wide range of colors

With unique technological and Other features.

CARS

Accord

CRV

Civic

MOTORCYCLES
CD-125

CD-100

CD-70

GENERATORS

EU1000iA 1000 watts, 120V

EU2000iA Camo 2000 watts, 120V

EU6500iSA 6500 watts, 120/240V

2.PRICE
ACCORD: 4600000

CR-V : CIVIC: CIVIC: CITY:

4200000 190 0000 (A.T) 1820000 1200000

MOTOR CYCLES

CD125 CD100 CD 70

: 75000 : 72000 : 45000

3.PLACEMENT

4.PROMOTION
HONDA promotes its products through; Ads,billboards,tv, Sponsoring sports events Customer service Environment friendly automobiles

MARKET SEGMENTATION
HONDA has segmented its market in a way that its ACCORD &CR-V is for elite class HONDA CIVIC for upper middle class HONDA CITY for only middle class

TARGET MARKET
Honda North in particular and Honda Motor Co. Ltd. In general always has targeted upper class groups, upper middle class, and middle class& have been very successful in maintaining its target market and providing with the products of their needs.

MARKET POSITIONING
HONDA HAS MAINTAINED A DISTINCTIVE IMAGE DUE TO.. STRONG BRAND NAME UNIQUE STYLE & DESIGN COMFORT SAFETY LOGO SLOGAN THE POWER OF DREAMS

ABOUT COMPETITORS
THE MAIN COMPETITOR OF HONDA IS TOYOTA
SUZUKI TOYOTA MAINLY STRESSES ON

INCREASING THE SALES VOLUME AND BRAND NAME IMAGE SUZUKI STREESES ON THE PRICES AND IT COMPETES WITH DREAMS THERE IS A WAR OF SALES AND PRICES WITH DREAMS