hero motocorp imc

INTEGRATED MARKETING COMMUNICATION

Driven By The Trust Of Our CustomersDriven By The Trust Of Our Customers

Presented by:

FORGET THE 4 PS…THINK OF 4 CS

• Forget product…study consumer wants and need.

• Forget price…understand the consumer’s cost to satisfy that want or need.

• Forget place…think of the consumer’s convenience to buy.

• Forget promotions…the word is integrated market communication.

MARKET SHARE OF MOTORCYCLES IN INDIAN MARKET

MODELS

•Hero Honda Ambition 133,135•Hero Honda CD 100,CD SS, CD Dawn•Hero Honda Splendor , Splendor+ , Super Splendor, Splendor NXG•Hero Honda CBZ , CBZ Xtreme•Hero Honda Passion , Passion+ , Passion Pro•Hero Honda Karizma•Hero Honda Hunk•Hero Honda Pleasure•Hero Honda Glamour

INTEGRATED MARKETING COMMUNICATION

-WAY TO SUCCESS

•Fuel efficient to marketing-led organization

•Advertising campaigns

•Product refreshes

•Brand health

Emotional Branding

Segmentation and sub branding

KARIZMA ZMR

GLAMOUR

SPLENDOR NXG

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• Discarded product categorization on the basis of engine size

• Product differentiation was the key

• Avoided customer confusion of products

• Karizma (premium segment) comes with the punch line, “Always

game”

• 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

• The CBZ Extreme comes with the promise, “Thinking is such a waste

of time”

Types of Advertisements

Celebrity Advertisements….

Brand endorsers- Virender sehwag, saurav ganguly, priyanka chopra, Hrithik roshan, Rajyavardhan rathore.

Types of AdvertisementsPrint and Outdoor Advertisement…

Types of AdvertisementsCovert Advertisement…

Mujhe Kuch Kehana hai – CBZGavaskar Border Trophy – “Man Of The Match” Hero Honda Bike

Types of Advertisements

Public service advertisements

• “DESH KI DHADKAN” has truly capture the

Indian hearts, minds and souls....

Types of AdvertisementsBroadcast advertisements

HERO HONDA ROADIES 5.0

Hero Honda SA RE GA MA PA

Other

Types of Advertisements Campaigns for Each Bike with Individual Tag Lines…

Types of Advertisements

• Immense fan following on twitter, face book, orkut .

• It has approx. 1.25 lakh fan followers on face book.

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 company service station.

• Good resale value.• Various schemes for government and

military employees.

Sales promotion

• Large product portfolio starting from 37k to 95k

• Consistent launch of variants in the same models

• Wide range of colours 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 cont…

CSD

“TOUGH MEN, TOUGH BIKES FROM THE WORLD’S NO 1 TWO WHEELER COMPANY.”

Availability on all CSD area depot, anywhere in the.

All commissioned officers / staff - either recountry at CSD pricetired or currently serving in the Indian Army, Navy or Air Force - can avail of this facility.

CORPORATE SALES

Single window processing for delivery at multiple locationsNo running around for documentationAttractive finance optionsHero Honda passport unique CRM programBulk incentive scheme

DGS&DSale to any Govt. Depts.. is done through DGS&DEnsures quality Negotiate with manufactures

COMMUNICATION STRATEGY

The Objective

Enhance the image of HERO HONDA as most preferred bike of India.

The Goal

Connect with the target group as a unique lifestyle and personality brandThe Task

To be present at almost every touch point with the communication target group

The Challenge

To break the clutter and communicate the Brand message

CREATIVE ADVERTISEMENT