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ABOUT THE CASE In January 2006 Hero Honda developed 100cc gearless scooter- Pleasure. Late entrant in this category. The category is dominated by strong brands like Honda Activa, TVS scooty and Bajaj chetak.

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Page 1: case ppt

ABOUT THE CASE

In January 2006 Hero Honda developed 100cc gearless scooter-Pleasure.

Late entrant in this category. The category is dominated by strong

brands like Honda Activa, TVS scooty and Bajaj chetak.

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PROBLEM FACED DURING THE LAUNCH The category was crowded. All brands like Activa, scooty, positioned

themselves well in the category Most existing brand were positioned on

the family platform. So Hero Honda has to position itself either

as unisex or for men. Looking the opportunity it decided to

position itself distinctly for women.

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POSITIONING

Brand pleasure was targeted exclusively at liberal women who believe in living life on their own terms

The tag line “ why should boys have all the fun?” was used.

Now they are not dependent on male members of their family for mobility.

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POSITIONING

Hero Honda pleasure used emotional bonding with women by providing them women empowerment

Now they are not only concern with the quality but the also want to make a relation with women

They provide good after sales services.

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FEATURES

The vehicle was designed keeping the women rider in mind.

There are many special features in the scooter

Pleasure has an ABS body which makes it light and zippy.

It also has a puncture resistant tuff up tube and a stand that is extremely easy to remove and put on.

Pleasure comes with electric start

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JUST4HER

Hero Honda launched “ Just4her” An exclusive showroom for intending to

buy scooters This was something special for the

women in the automobile industry. Just4her has all female staff. Hero Honda always tried to build

relationship and after sales service

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LADY RIDER CLUB

Lady rider club was launched for women customer

To take the post purchase experience from the women

To give reward points and discount Additional benefits of the program me

was passes of movie/events.

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BRAND AMBASSADOR

Hero Honda signed up Priyanka chopra as the brand ambassador for pleasure in 2007.

Priyanka was known for confidence, who wants to make it big

Priyanka chopra helped a lot in positioning the brand for the women

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CURRENT SITUATION

Hero Honda grew at a rate of 54% far ahead of the scooter industry

Emerged as no 3 player with a market share of 14%

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MARKET SITUATION

Market leader is Honda motors and scooters India Ltd. With a market share of 50%

Honda Activa is the strongest brand in the category

Honda Activa has superior quality as its main advantage as the leader

It positioned as family scooter TVS scooty is the no2 scooter brand with a

market share of 20% Major brands are TVS scooty pep streak & scooty

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MARKET SITUATION

Suzuki Access a recent entrant growing fast at the rate and has a share of 9%.

It has positioned as family scooter Mahindra& Mahindra launched of three

brands Rodeo, Duro, Flyte

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COMMUNICATION

Priyanka chopra with film expressed her empowerment (i.e. for women empowerment).

Priyanka chopra conveyed the message of independence and her unique style

It conveyed message to women about the women empowerment independence and unique style

It fascinated the women.

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PROMOTION

Just4her. Women rider club. Hero Honda invited for test ride. Contest aimed at woman to get dinner

and date with Hritik from lucky draw. 20 lucky woman got this opportunity

and became advocate for pleasure.

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CHALLENGES

Hero Honda wants to become leader in the category.

It wants to increase its sales 25000 per month to 50000 per month.

It wants to achieve the target by 2012.