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STP and 4P analysisHero Karizma ZMR
Karizma – ZMR Commercial
https://www.youtube.com/watch?v=dRosUZRLrOo
STP Analysis
Segmentation – Based on the Karizma ZMR commercial
Geographic: Demographic:
Psychographic: Behavioural:
Region*
City#
Rural/Urban
Age
Family Size
Gender
Lifestyle
Personality
Income
Education
Occupation
SEC classification
Occasions
Benefits
User status
Usage rate
Loyalty status
Readiness stage
Attitude towards product
#Relevant segmenting variable
*Irrelevant segmenting variable
Characteristics of relevant segmenting variables
Gender
SEC classification
Male Female
Age
20-25 25-30 30-35 >35
City
Tier I Tier II Tier III
Rural/Urban
Rural Semi urban Urban
Personality
Lifestyle
Culture SportsOutdoo
r
Benefits
Quality ServiceEconom
ySpeed
Compulsive GregariousAuthoritari
anAmbitious
Attitude towards product
Enthusiastic
Positive Indifferent Negative
Income
Lower Middle Upper A1 A2 B1 B2 C
Gender
SEC classification
Male Female
Age
20-25 25-30 30-35 >35
City
Tier I Tier II Tier III
Rural/Urban
Rural Semi urban Urban
Personality
Lifestyle
Culture SportsOutdoo
r
Benefits
Quality ServiceEconom
ySpeed
Compulsive GregariousAuthoritari
anAmbitious
Attitude towards product
Enthusiastic
Positive Indifferent Negative
Income
Lower Middle Upper A1 A2 B1 B2 C
Targeted customer segment
Targeting – Based on Karizma ZMR commercial
Positioning – Based on Karizma ZMR commercial
Hero Motocorp is running a campaign for the Karizma ZMR 2014, themed ‘Above all’.
Hero has used User and Category positioning strategies to market the new Karizma ZMR targeting the bikers who are always ready for action.
Positioning statement:Karizma ZMR provides the best riding experience among all semi premium sports bikes, because of improved projector headlight, stunning turn indicators, wind screen attached mirrors, split seat, and newly designed exhaust.
Product (Karizma ZMR) (1/2)
Safety
Diamond framework for aerodynamic stability
Firmness on road provided by:• Broad rear tyre + Nitrox suspension• Dual disc brakes
Colors: Panther black, Blazing red, White, Orange
Product evolution: • Karizma (2003)• Karizma R(2007)• Karizma ZMR (2009)
Product variants
Design
Better aesthetics provided by: • Vertically stacked twin headlamp• LED daylight running lamp (DRL)
Product of highest quality
Approved by ARAI (Automotive Research Association of India)
Quality
Features
Powerful 4 stroke engine (220+ cc single cylinder)
Sporty seating posture, Aerodynamic design
Real time mileage indicator
• Break-through service package: 3 years or 40K kms
• Warranty period and 6 free service benefits up to 18 months
Warranties/Services
4P Analysis
Transportation
Login ID and Password to start the bike. Protection against bike theft
Home pick up and drop for servicing using Mobile App
High Mileage, Strong braking system, Better Pickup
Sporty design, PGM-FI engine, Nitrox suspension, Extended Warranty
Product (2/2)
Core benefits
Basic product
Expected product
Augmented product
Potential product
Karizma Product placement
1. Distribution Channels
• Extensive distribution network with more than 75 parts distributors, 800 authorized dealers and 1150 Authorised Service Centres
across India• Operational in over 18 countries
through 6000 + touch points across the world
• Over the past four years, its distribution network has grown nearly 2x compared to peers
• HERO GENUINE PARTS: Dedicated business unit for serving customer’s need of genuine parts
• To strengthen their network in rural areas, the company started sales, servicing and spare part outlets in small towns and villages across India.
• In 2009, the Company focused on enhancing its reach across unrepresented geographies through a unique programme called Service Har Jagah.
• Around 8,500 service camps conducted on a monthly basis covering 7,500 villages.
Online Mode:• E-commerce major Snapdeal and Hero MotoCorp have tied up to sell the
latter’s products online.• Hero Motocorp is working to develop its own online retail sales venture, likely
to go live later this year.
Place (1/2)
1
3. Market Coverage
The showrooms are present in Metros, Tier 1,2 and 3 cities as well as all the cities and towns with population of 1 lac & more.
• At present, Hero MotoCorp has three manufacturing facilities -- at Gurgaon and Daruhera in Haryana and Haridwar in Uttarakhand -- with a total capacity of 6.9 million units annually.
• It is set to commission the fourth facility at Neemrana in Rajasthan and is in the process of building its fifth facility in Halol, Gujarat at an investment of Rs.1,100 crore.
4. Transport
The transportation from manufacturing site to distribution centre and from there to showrooms is handled by Damco and Parekh logistics based in Noida and Faridabad.
1. Locations2
3
4
Place (2/2)
Comparison of bike prices in the sport segment
Text
Rs 119,500
Rs 105,500
Rs 94,000Yamaha R15
Karizma ZMR
Pulsar 220
• Karizma ZMR is basically a premium sporting bike.• It’s pricing is very competitive , when compared to its counterparts like Yamaha & Bajaj.• Moreover when it comes to the pricing of spare parts of the bike it is comparatively
cheaper and more easily available than other bikes available in this segment.
Pricing
Promotion (1/2)TV
Advertisements
Reality Shows Online contests
Cricket World Cup
Jet Set Go (2003) Always Game (2007) Above All (2009)
Ads like Jet Set Go, Always Game and Above All were targeted to all
those customers who wanted a stylish and sporty bike as a status symbol
rather than utility. Hrithik Roshan rode his Karizma faster than a fighter
plane in the ad “Hero Karizma, Jet Set Go” and created a sensation amongst
the youngsters.
Reality Show MTV Roadies has been promoting Karizma from its very first season. All competents use only the
Hero Karizma bike from the last twelve years.
So, by sponsoring the show Hero promotes their brand Karizma among the youngsters all over India and also gave bikes to winners and other challengers.
TV Advertisements
Reality Show- Roadies
Online Contest- Hero Karizma ZMR Wanderers
TV Advertisements
Reality Shows Online contestsCricket World
Cup
Cricket World Cup
Hero being one of the Major sponsors of the 2011 ICC Cricket World Cup promoted Karizma ZMR by launching an online “Kricket” game. It displayed its flagship model the “Karizma ZMR” in the flesh on a strategically chosen spot on the ground in every single cricket match in the 2011 World Cup.
An ongoing monthly online contest hosted on Autocar India and Hero MotoCorp’s facebook page where all participants answer some simple questions, and at the end of the contest every month, three winners are chosen.These lucky bike enthusiasts win an all-expenses-paid two nights, three days ride on three Hero Karizma ZMRs. The rides are planned well in advance and cover several beautiful locations across the country.
Promotion(2/2)
Thank You