brand presentation hero honda hunk
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Brand presentation on dsc - repositioning strategy on creatives and media planTRANSCRIPT
Brand PresentationHERO HONDA HUNK
By: Kush RaiDeepak Nanda
Advertising AgencyQ-6
Agency Profile:
•Provides breakthrough strategy and programming that delivers valuable results to our clients.
•Clients hire us to win.
• Established in the year 1996. Our mission is not just to provide services to you but innovative Advertising solutions in building the affluent image in your concerned industry.
• Q-6 builds brand equity and protects reputations during the highest-stakes global communication challenges of the digital age.
Objective & Mission
Clients & ServicesWe are serving the both Public & Private
sectors from several years.
We have clients like Rasna, Hero Honda, Vaseline MEN, HUL, ICICI, NTPC, SBI…
Market Scenario• The two-wheeler market in India - biggest contributor
to the automobile industry - size of Rs.100,000 million.
• The two-wheeler market in India - 3 types of vehicles - motorcycles, scooters, and mopeds
• Prediction segment expansion : 20 million units per annum in 10 yrs - twice the present volume
• Increase in the Indian market size = Bad Roads + technical innovation (mileage)
• India, is the second largest producer of two-wheelers in the world
• The country stands next to China and Japan in terms of production and sales respectively.
Factors affecting Two-wheeler sales in India
• Increase in credit and financing for auto vehicles i.e. Two-wheeler loans and financing has been
on the rise
• Fuel Efficiency • Due to opportunities offered by multinationals the
incomes of individuals have increased
• Delay in initiation of Mass Transport System – It’s a low cost transport medium
Automobile Industry in India
Key PlayersMajor Players :
• Hero Honda Motors Ltd (HHML)
• Bajaj Auto Ltd (Bajaj Auto)
• TVS Motor Company Ltd (TVS).
Other Players• Kinetic Motor Company Ltd (KMCL)
• Kinetic Engineering Ltd (KEL)
• LML Ltd (LML)
• Yamaha Motors India Ltd (Yamaha)
• Majestic Auto Ltd (Majestic Auto)
• Royal Enfield Ltd (REL)
• Honda Motorcycle & Scooter India (P) Ltd (HMSI)
New Entrants• BMW
• Harley Davidson
• Mahindra
Hero Honda• The company is a joint venture between India's
Hero Group and Honda Motor Company, Japan that began in 1984.
• Hero Honda Motors Ltd. is the world's largest manufacturer of two – wheelers, based in India.
• Three Manufacturing plants at Dharuheda, Gurgaon and latest at Haridwar
• In India - Hero Honda Splendor is the top-selling motorcycle .
• Bikes ranging from 100 cc bike (Splendor) to 225 cc Karizma
• Bikes like CBZ, Glamour, CD Deluxe, Passion,
Achiever, HUNK also in the market
• Total turnover of Rs. 5161.66 crores for the third quarter (October-December 2010) of FY’11
• It shows the growth of over 34.44 per cent over the corresponding period in the last fiscal (October-December 2009) of FY’ 10.
Market share of Hero Honda
Latest sales figure of bike manufacturers
Hunk
NEW Hunk
All new Muscle HUNK• Launched in 2007• Was launched in 150 cc category• Has stiff competition with Pulsar 150,
Apache, Unicorn• Is being re-launched with some technical
advancements.
Brand Personality• All new MUSCLE HUNK gives it a Macho image
• All Raised Rear fender gives an image of a leopard which signifies speed and ferociousness
• Large fuel tank, dazzling head light with dashing visor gives an image of a bull which symbolises Power, Strength and Vigour
• Logo of the brand is bull
• Tagline “No one messes with it” gives an aggressive image
• Stylish and cutting edge technology
Target Group
•Youth aged between 19-30 years of age•Aspirational
Psychographics/Attributes• Macho personality• Adventurous • Sporty • Loves to work out• Likes to get attention• Strong determination• Watches WWE, F1, RUGBY..
• Balanced • Aesthetics• Reliable • Wild• Free spirited• Aggressive• Hard rock listener
Demographics
• Age – 19 to 30 yrs• Male• Graduation students• Post Graduation student• Employed bachelors
?Problem child
S.W.O.TStrength :• Stylish looks• Better Mileage• A fuel efficient and powerful Advanced
Tumble Flow Induction (ATFI) Technology engine
• Gas charged, adjustable rear shock absorber, for first time in Hero Honda Bike.
• It has a stepped seat and rear set foot pegs, which gives the rider a sporty stance without sacrificing comfort
• Pick-up is good as compared to other 150 cc bikes
• Low maintenance
Weakness
• No kick start model available in the market• Positioning of the brand Connect = ? Visibility
Opportunity
• Brand name of Hero Honda• Brand extension to 180 cc to complete with
pulsar 180• Growing Two-wheeler market in India• Exports
Threat • Internal competition from other bikes from
Hero Honda• External competition from Pulsar and Apache• Pulsar 180 cc available for Rs. 2000 more
Comparison TableParticulars Hunk Pulsar 150 Apache 160 rtr
Mileage 45-50 km/L 40-46 km/L 40-45 km/l
Engine 14.2 Ps @8500 rpm and powers 12.98 Nm torque at 6500 rpm
14.09 Ps at 8500rpm and 12.76 torque at 6500 rpm
15.2 @8500RPM
Maintenance cost
Low maintenance cost
High maintenance cost
Nominal costs
Weight 150 kg 145 kg 136 kg
Price Rs. 73,000 Rs. 72,000 75,000
Benchmarking
Price
Performance
Hero Honda Loyalty
HunkLoyalty
Awareness Study• Age : 20 – 45 yrs
• Respondents were peer groups, friends, Showroom salesmen, Dealers and Internet
• Suggestions were also given by the respondents
Research results Important Perimeters :• Re-sale value & price of the spare parts• After sale services• Mileage & Price• Brand• Comfort• Looks
• Opinion Leaders • Reviews, blogs & forums• Advertisement
Influencers
Scope for Improvement• HH should work on to reduce the weight of
this bike without affecting the safety aspect as well as aesthetical beauty of this bike
• Gearing system as mentioned above should be improved. Locate neutral gear at the extreme end.
• Turning radius is the very high, short turn is problem with this bike
• Provide seat height adjustment so that the personnel can adjust the height as per their comfort
• Helmet lock which is provided at sari guard needs design improvement so that apart from helmet one can lock his bag or language in it
• Locking & unlocking of seat should be trouble free. Just like it is available for scooters seat
• Provide little bit of more space below the seat so that it can be utilized to storage
• Sales push by discounts during festive seasons
• Increase Visibility of the product
Present Positioning• Bull Symbol not connecting well with the
target audience• The present advertisement campaign does
not lure the Target Audience• Lack of advertising• Less visibility
Marketing Objective• Visibility• Connection - New Communication message
New Strategy• Tweak in positioning statement• More Advertising activities• To connect with the Target Audience• To project it as “it’s just not a bike but a way
of living”• Increase the visibility
Budget Allotted
Rs 4 crores for 1 year
From May 2011-April 2012
In Delhi & NCR region
G-6 Action Plan
Events
Outdoor
Radio
Online
Action College campuses :
• Demonstrating the product in various college campuses across Delhi & NCR
• The HUNK van moving all across Delhi & NCR
• Showcasing the product in various malls and shopping centers and organizing fun games
Budget Allocation• Product demonstration in various campuses 20,000 * 20 = 4,00,000
• Organizing contests and games in various malls & markets = 1,00,000 * 20 = 20,00,000
• Cost of Hunk Van = 10,00,000
Cinema• Promotion in cinemas during upcoming
Action Flicks like Death Race 2, Transformers 3, Pirates of the Caribbean, RA.ONE, Don 2 and Agent Vinod
• Product demonstration and hoardings for the opening week
= 30,000 * 3 * 6 * 6 = 32,40,000
HUNK in the Town
• Organizing the event at one college for 1 days each = 1,50,000 * 20 = 30,00,000
• Booking the venue for the final = 4,00,000 * 2 = 8,00,000
• Decorating the venue & Stage = 10,00,000 * 2 = 20,00,000
• Refreshments & water = 2,00,000
• Gifts and Prizes = 10,00,000
• Miscellaneous cost = 5,00,000 Total Cost = Rs 75,00,000
Outdoor Advertising
• Hoardings Promoting “Hunk in the Town” in various college campuses and shopping places like Vasant Vihar (Priya), Saket (Anupam), Lajpat Nagar, Sarojini Nagar and Bus Stops
= 20,00,000
• Hoardings at Bus Stops and Metro = 25,00,000
• Hoardings and posters across various Gyms in Delhi & NCR
= 25,000 * 20 = 5,00,000
• Bikes standing in Cafe Morrison and Hard Rock café on Saturday live performances
= 40,000 * 2 * 15 = 12,00,000
Radio• RJ’s talking about the Hunk and Hunk in the
town contest
• Advertisement along with the Tag line : “It’s just not a bike but a way of living” • Giving new schemes and offers during
Festivals like Diwali, Holi
Budget AllocationChannel Inserts Week Duration Cost / 10
SecTotal Cost
Radio City
21/day 15 15 sec 600 19,84,500
Fever FM
21/day 15 15 sec 700 23,15,250
Total 42,99,750
Online • Facebook updates and discussions• Website maintenance• Query and support system• Brand merchandise (helmet, gloves, jackets)
contest• Two wheeler forums• Feedback and response
Print- Newspaper Publication Insert Rate/s Language Type Col*cm Cost
TOI 2 4500 English CLR 240 21,60,000
HT 8 2500 English CLR 240 36,00,000
Dainik Jagran
2 2000 Hindi CLR 240 9,60,000
NB Times 3 1500 Hindi CLR 240 10,80,000
Total 78,00,000
MagazinesPublication Insert Type Cost / Ad Cost
Top Gear 3 Full-page CLR
1,25,000 3,75,000
Men’s health 2 Full-page CLR
80,000 1,60,000
Over drive 2 Full-page CLR
1,00,000 2,00,000
India Today 2 Full-page CLR
4,50,000 9,00,000
Total 16,35,000
Media Plan
Medium May Jun July Aug Sep Oct Nov Dec Jan Feb Mar Apr
Outdoor * * * * * * *Print * * * *
Radio * * * * *
Event * * * * * * *
Online * * * * * * * * * * * *
Van * * * * * *
Cinema * * * * * *
Budget
Particulars CostEvents 87,00,000Outdoor hoardings & Demonstration
74,00,000
Radio 43,00,000Magazines 16,35,000News paper 78,00,000Cinema 32,40,000Moving van 10,00,000Online 5,00,000Total 3,45,75,000
Desired Results after the campaign
•Visibility•Connect•Reach •Frequency•Recall
Acknowledgment • GOD• Prof. Ramola Kumar• Rupanjali Lahiri• Sanjeev Mishra• Dharam Arora• Pashupati Motors• Kukreja Motors• Respondents • Friends