PRESENTED BY :VENKATESH KULKARNI

HONDAFounders- Soichiro Honda, Takeo Fujisawa

Mr Hironori Kanayama is President & CEO of

Honda Cars India ltd. with effect from 1st April, 2012 .

Honda Cars India Ltd. (HCIL) is a subsidiary of

the Honda of Japan.

In August, 2012, Honda bought out Usha International's

entire 3.16 percent stake . The company officially

changed its name to Honda Cars India Ltd.

HONDA AMAZE

Honda Motors introduced its first diesel car, the

Amaze.

On April 11, 2013 Honda Amaze was introduced

to Indian market.

The Amaze will compete with Maruti Suzuki

India Ltd.’s DZire and Tata Motors’ Indigo.

Honda says it’s the most fuel efficient of the cars

in the diesel car segment at 25.8km per litre.

Variants Ex-Showroom Price (New Delhi)

 

Honda Amaze 1.2 EMT i-VTEC

1198cc Petrol, Manual, 18 kpl₹ 4.99 lakhs  

Honda Amaze 1.2 EXMT i-VTEC

1198cc Petrol, Manual, 18 kpl₹ 5.27 lakhs  

Honda Amaze 1.2 SMT i-VTEC

1198cc Petrol, Manual, 18 kpl₹ 5.69 lakhs  

Honda Amaze 1.5 EMT i-DTEC

1498cc Diesel, Manual, 25.8 kpl₹ 6.03 lakhs  

Honda Amaze 1.5 EXMT i-DTEC

1498cc Diesel, Manual, 25.8 kpl₹ 6.30 lakhs  

Honda Amaze 1.2 VXMT i-VTEC

1198cc Petrol, Manual, 18 kpl₹ 6.67 lakhs  

Honda Amaze 1.2 SAT i-VTEC

1198cc Petrol, Automatic, 15.5 kpl₹ 6.70 lakhs  

Honda Amaze 1.5 SMT i-DTEC

1498cc Diesel, Manual, 25.8 kpl₹ 6.73 lakhs  

Honda Amaze 1.2 VXAT i-VTEC

1198cc Petrol, Automatic, 15.5 kpl₹ 7.58 lakhs  

Honda Amaze 1.5 VXMT i-DTEC

1498cc Diesel, Manual, 25.8 kpl ₹ 7.66 lakhs  

WHY DIESEL VARIANT??

Indians-mileage obsessed people.

Increasing demand for small engined

diesel car.

Increasing price of petrol.

Over the years this fact pushed Tata

Motor’s sales when they launched

TATA Indica.

Assuming , Petrol=Rs.77/ltr Diesel=Rs.55/ltr

Cost per km of diesel variant (Assuming mileage of 19 kmpl ) = Rs 2.8

Cost per km of petrol variant (Assuming mileage of 17kmpl ) =Rs 4.8

SALES & DISTRIBUTION NETWORK154 authorised dealership

facilities in 98 cities.“3S facility” format.

TAPUKARA GREATER NOIDA

SHOWROOMS

SALES BREAKUP OF HONDA

STP

SEGMENTATON

Demographic segmentation:

Age and Life cycle stage:

◦ Honda Amaze E MT diesel : Young age group between 21-25 .(Basic model and fuel efficient).

◦ Corporate executives age group between 25-35.

Income:

◦ Medium : upper-middle income group.

Psychographic Segmentation:Life Style:

◦ Honda Amaze is targeting upper middle with stylish design

and looks, at an affordable price .

◦ Targets young corporate executives who prefers to travel in a

sedan than a hatch-back car .

Behavioural Segment:

Benefit:

◦ People who are very particular about quality and fuel

efficiency .

◦ since honda is known for its quality products , people will be

pleased to buy honda amaze which excels in quality adding

with fuel efficiency.

TARGETING

Upper-middle income bracket.

Attracts young corporate

executives.

POSITIONING

Honda Amaze positioning:

“Ordinary is out AMAZING is in.”

Honda positioning:

Basic positioning as QUALITY .

“The power of dreams.”

SWOT

STRENGTHS

Strong Brand image.

R&D capabilities

Fuel efficient and eco-friendly

engine technology.

Reliability.

• Expensive spare parts & labour costs

• Decreased employee productivity.

• No emergency service facility available

(Maruti's MOS)

• Low production capacity-long waiting

period

• Declining operating margins.

WEAKNESS :

Hybrid technology

Less competition in diesel variant

cars (midsized-sedan).

OPPORTUNITIES :

THREATS

Economy slowdown

Competition

Tightening emission control

Sales outlets are less in number

comparatively.

COMPETITOR’S ANALYSIS

Honda AMAZE

• Price-4.99-7.6 lakh• Regular three box

design• ENGINE-1.2

litre(petrol),1.5 litre(diesel)

• Mileage-25.8 kmpl• Sales outlets-150

Maruti Suzuki Dzire

• Price-4.92-7.5 lakh• Rear seat is cramped.• Engine-1.2

litre(petrol),1.3 litre(diesel)

• Mileage-23.4 kmpl• Sales outlet-1200

OTHER COMPETITORS :

Mahindra Verito Vibe.

Hyundai plans to launch a sedan

based on i10,HB20 sedan based

already launched in Brazil.

MARKET SHARE

Market share calculated for June:

Amaze holds 14.32% of Market share. It

sold 4965 units.

While its competitors Maruti Suzuki

Dzire had 49.61%, Tata Indigo eCS

32.10% and Mahindra Verito Vibe 3.97%

of the market share of total Mid-Size

Sedan segment.

Percentage Breakup of Share

49.61

3.97

32.1

14.31

Market Share

DzireVerito VibeIndigo eCSAmaze

RECOMMENDATIONSIncrease the production capacity to

meet the demand .Reduce the waiting period.Increase dealership & service

networks. Design of the vehicle can be improved .Increase promotions and

Advertisement .Market penetration strategies in rural

areas. Promotional offers can be introduced.