honda cng bikes
Post on 30-Nov-2014
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HONDA CNG BIKES
TABLE OF CONTENTS
ABOUT CNG MARKET ANALYSIS MARKET SEGMENTATION TARGETING POSITIONING SWOT ANALYSIS MARKETING MIX MARKETING STRATEGY
ABOUT CNG most viable alternate fuel for automobile
companies in the near future Throughout the world there are 9.6 million
vehicles running on CNG CNG is environment friendly; economic,
availability is in abundance and high in calorific value
all public transports including buses and autos would be running on CNG.
Transports fitted with a CNG kit are already running in cities like New Delhi, Mumbai and Hyderabad
MARKET ANALYSIS Data collection through questionnaires
distributed in men’s compartment in local trains parking lots questionnaires distributed on BBM and
watsappWe found out the following results:
PEOPLE WHO OWN BIKE
59
41
yes no
EXPENDITURE ON PETROL PER MONTH
15
35
35
1.2
200-500500-800800-12001200 & above
WILLINGNESS TO BUY A BIKE
30
70
yesno
PREFERENCE FOR FUEL
55
35
3
Sales
cng &petrolpetrolcng
WILLINGNESS AND ABILITY TO BUY CNG FUELLED BIKE
70
25
5
60k-70k70k-80k80k-90k
HOW WILL A CNG BIKE PERCIVE
75
25
Sales
bad
good
excellent
OTHER IMPORTANT FINDINGS Another important finding was that
people between income groups of 1.25 to 5 lakhs were willing to buy a bike with a CNG and petrol variant. This gives us our segment as middle class and people with economical nature.
6. 55% out of the total people who were surveyed wanted cost saving bike. 25% people wanted style. 50% people looked for speed.
ECONOMIC ANALYSIS Cost benefit:
Environment friendly 100% income tax depreciation Flexibility and ease of use
TECHNICAL ANALYSIS
CNG makes the engine run quieter.
Environmentally Clean Advantage.
The Maintenance Advantage.
Intervals between tune-ups for natural
gas vehicles are extended 30,000 to
50,000 miles.
CONTD...
CNG tanks require storage space.
CNG Filling stations have limited
availability.
It produces 15% low power than that of
petrol
MARKET SEGMENTS Geographic: States like Maharashtra,
Delhi, Banglore, Gujarat as well as other rural areas.
Demographic: males between the age of 25 to 50 with an income of 300000 and above. Also people have travelling intensive jobs or occupation.
Psychographic: middle class Behavioural: People who are of
economical nature and have a good usage rate of bikes.
TARGET males in the age of 25 yrs to 50 yrs who
are people on the go, who have travel intensive jobs. We will also target restaurants who have delivery systems. Overall targeting middle class males who use bikes frequently for all their daily chores.
POSTIONING We have positioned our bikes as a cost
saving and eco friendly by giving cost benefits to our customers. This kind of positioning will influence people to buy this bike. As our target audience is middle class who have a economical mind.
SWOT ANALYSISSTRENGTHS: We have various products benefits like
cost saving, eco friendly, tax exemption which will attract a lot of customers.
Brand name Honda Strong distribution channel WE HAVE USED OUR STRENGTHS VERY
STRONGLY BY SELECTING A SEGMENT AND TARGETING OUR PRODUTS FOR THE PEOPLE WHO EXACTLY NEED IT.
WEAKNESS: 1. Technical constraints such as low pick up, product
design hampered by fitting a CNG tank, product weight increased.
2 .Fuel cost uncertainty 3. Increase in purchase cost 4. Limited availability of CNG in some areas. OVERCOMING THE TECHNICAL CONSTRAINTS WE
HAVE THE TANK FITTED UNDER THE SEAT SO THAT THE STORAGE SPACE AND LOOKS ARE NOT HAMPERED. ALSO WE HAVE MADE THE TANKS OF THE LOWEST POSSIBLE WEIGHT. WE HAVE MADE THE BIKE IN SUCH A WAY THAT IT STARTS ON PETROL BUT GETS CONVERTED TO CNG IN ORDER TO AVOID THE PICK-UP PROBLEM
OPPORTUNITIES: 1. Increase in gasoline price 2. Inflation 3. Increase in pollution due to the
gasoline emissions.GRABBING THE OPPRTUNITIES WE HAVE
COME UP WITH A PRODUCT THAT WILL MOTIVATE THE PEOPLE TP BUY OUR PRODUCT
THREATS: 1. CNG price uncertainty in future. 2. Competitors 3. Introduction of new technology such
as bikes using water as fuel. BEING AWARE OF OUR THREATS WE
HAVE PLANNED TO WORK FOR PRODUCING A BIKE THAT RUNS ON WATER. ALSO PRODUCT DIFFERENTIATION HAS GIVEN US A BENEFIT OVER OUR COMPETITORS
Marketing mix
PRODUCT Name: eco bikes Product name: HONDA ECO BIKE Product variants: cng model, petrol and
cng model
PRODUCT SPECIFICATIONEngine Type 4 Stroke,SingleCylinder,Air cooled
Max Speed 85km/h
Max Power 7.4kw at 8500r/min
Max Torque 8.76N.m at 7500r/min
Displacement 124ML
Ignition CDI
Brakes/Front Disk
Brakes/Rear Drum
Start System Electric / Kick
Tire Size/Front 2.75-18
Tire Size/Rear 3.00-18
Wheel Material Aluminium
Length*Width*Height 1950*720*1165
Wheelbase 1280mm
Dry Weight 110kg
Max Loading Weight 150kg
Fuel Capacity 13.0L
Color Black,blue,red,grey
Product benefits The driving experience: Cost
Air quality: Reducing reliance on foreign oil: Tax and other incentives
Product compromises
Purchase cost Range anxiety Availability Gassing up with CNG
PRICE Price for CNG model: 65000 Price for CNG and petrol model: 75000 Marketing strategy -market penetration
strategy
Costing: Manufacturing Cost:
1.25crores (25k/ bike with CNG) Total Advertising Exp:
4Crores Total Distribution Expense: 30
lakhs Miscellaneous Exp: 10
lakhs Additional Promotions and discounts- 20
lakhs Fixed cost
3.5 crores
PLACE Using own channels
SBI has 13000 outlets and PNB has 6429 outlets across India
1577 touch points all over India. It has an army of 452 dealers where urban rural break-up is 254 and 198 respectively
PROMOTION Hoarding and poster all over country: - 3
crores Social media promotions: - 60000 for 3
months TV ads: - 4 crores Magazine :- 1 crores. Sunday news paper ads: - 30 lakhs Eco –rally go green: 100000
Thank you
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