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AJAY S A ANUSH G
13180
HONDA
Founders- Soichiro Honda, Takeo Fujisawa Mr Hironori Kanayama is President & CEO of Honda Cars India ltd. with effect from 1st April, 2012 .
In August, 2012, Honda bought out Usha International's entire 3.16 percent stake . The company officially changed its name to Honda Cars India Ltd.
HONDA AMAZE
Amaze.
to Indian market.
Honda says its the most fuel efficient of the cars in the diesel car segment at 25.8km per litre.
Variants Honda Amaze 1.2 EMT i-VTEC 1198cc Petrol, Manual, 18 kpl
5.27 lakhs
5.69 lakhs
6.03 lakhs
6.30 lakhs
6.67 lakhs
6.70 lakhs
6.73 lakhs
7.58 lakhs
7.66 lakhs
Indians-mileage obsessed people. Increasing demand for small engined diesel car.
Increasing price of petrol. Over the years this fact pushed Tata Motors sales when they launched TATA
Indica.
= Rs
=Rs
SHOWROOMS
STP
SEGMENTATON
Demographic segmentation:
Age and Life cycle stage: Honda Amaze E MT diesel : Young age group between 21-25 .(Basic model and fuel efficient). Corporate executives age group between 25-35.
Income:
Medium : upper-middle income group.
Psychographic Segmentation:
Life Style:
Honda Amaze is targeting upper middle with stylish design and looks, at an affordable price . Targets young corporate executives who prefers to travel in a sedan than a hatch-back car .
Behavioural Segment:
Benefit:
People who are very particular about quality and fuel efficiency . since honda is known for its quality products , people will be pleased to buy honda amaze which excels in quality adding with fuel efficiency.
TARGETING
POSITIONING
Honda Amaze positioning:
Honda positioning:
SWOT
STRENGTHS
Strong Brand image. R&D capabilities Fuel efficient and eco-friendly engine technology.
Reliability.
WEAKNESS :
Expensive spare parts & labour costs Decreased employee productivity.
OPPORTUNITIES :
Hybrid technology
THREATS
Economy slowdown Competition Tightening emission control Sales outlets are less in number comparatively.
COMPETITORS ANALYSIS
Price-4.99-7.6 lakh
Honda AMAZE
Maruti Suzuki Dzire
Price-4.92-7.5 lakh Rear seat is cramped Engine-1.2 litre(petrol),1.3 litre(diesel) Mileage-23.4 kmpl Sales outlet-1200
OTHER COMPETITORS :
Mahindra Verito Vibe. Hyundai plans to launch a sedan based on i10,HB20 sedan based already launched in Brazil.
MARKET SHARE
Market share calculated for June:
While its competitors Maruti Suzuki Dzire had 49.61%, Tata Indigo eCS 32.10% and Mahindra Verito Vibe 3.97% of the market share of total Mid-Size Sedan
segment.
14.31
49.61 32.1
3.97
RECOMMENDATIONS
Increase the production capacity to meet the demand . Reduce the waiting period. Increase dealership & service networks. Design of the vehicle can be improved . Increase promotions and Advertisement . Market penetration strategies in rural areas.