Integrated Marketing

Communication
Hero
Honda
Cohesive Approach
Hero Honda - In the making
Right Cost

100 cc motorcycle
Fuel 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 Advertisement
Mujhe 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
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.

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.
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".