how to theory apply in to practical of marketing management to hero honda company
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How to theory apply in to practical of marketing management to hero honda companyTRANSCRIPT
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HERO HONDA MOTORS LTD , INDIA
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The two-wheeler industry has been in existence in the country since 1955.
The main key players who are dealing in this sector are Hero Honda, Bajaj, Yamaha, Honda, and TVS. Hero Honda is the biggest player in this sector in India
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Bajaj is the first Indian two wheeler automobile company in the market since 1945 with the name M/s Bacharj trading corporation private limited.
In 1959 M/s Bacharj trading corporation private limited change its name as Bajaj Auto Ltd. Bajaj Auto obtains license from the Government of India to manufacture two- and three-wheelers vehicles in 1959.
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Hero Honda Motors Limited, based in Delhi, is the world's Largest manufacturer of motorcycles .
A joint venture that began in 1984 between the Hero Group of India and Honda of Japan.
Hero Honda's Splendor is the world's largest selling motorcycle.
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Type : Public company BSE:HEROHONDA M
Founded: January 19, 1984 in Gurgaon,Haryana, India
Headquarters : New Delhi, India
Key people: Brijmohan Lal Munjal (chairman & founder)
Toshiaki Nakagawa (joint managing director)
Pawan Munjal (CEO)
Industry: Automotive
Products: Motorcycles, Scooters
Revenue: U$ 2.8 billion
Website: www.Herohonda.com
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Hero Honda is world’s third largest 2-wheeler maker.
In the mid-1980s, Foreign companies permitted to enter the
Indian market through minority joint ventures.
Four Indo-Japanese joint ventures: Hero Honda, TVS
Suzuki, Bajaj Kawasaki and Kinetic Motor Company
(Kinetic Honda)
The 2006 Forbes 200 Most Respected companies list has
Hero Honda Motors ranked at 108.
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Today Hero Honda has an assembly line
of 9 different models of motorcycles .
Currently the largest producer of
Two Wheelers in the world.
Sold 3 million bikes in the year 2005-06.
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Vision of the Hero Honda is “to offer the highest quality at a reasonable price to meet the customers’ expectations and to exceed them”.
MISSION Hero Hondas mission is to strive for synergy
between technology,ststem and human resources, to produce products and services that meet the quality, performance and price aspirations of its customers. At the same time maintain the highest standards of ethics and social responsibilities.
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Being the most fuel efficient Company.
To develop Appropriate product & excellent Quality.
To Meet the demands of the sophisticated markets in Europe & America.
To reach an unassailable pole position in the Indian Two Wheeler market.
To maintain high standard of ethics & social responsibilities.
To meet the quality performances & price aspirations of the customer.
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1983 : Joint Collaboration Agreement with Honda Motor Co. Ltd. Japan signed
1984: Hero Honda Motors Ltd. incorporated
1985 :First motorcycle "CD 100" rolled out
1987:100,000th motorcycle produced
1991: 500,000th motorcycle produced
1992 : Raman Munjal Vidya Mandir inaugurated -
1994 : New motorcycle model - "Splendor" introduced
2000: 4,000,000th motorcycle produced Splendor declared 'World No. 1' - largest selling single two- wheeler model
2001: One million production in a single year : 5,000,000th motorcycle
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2003: Becomes the 1st Indian Company to cross the 7 million sales Splendor has emerged as the World's largest selling model for the third calendar year in a row (2000, 2001, 2002) New motorcycle model - "Karizma" introduced
2005 : Hero Honda is the World No. 1 for the 4th year in a row Super Splendor , CD Deluxe , Glamour ,Achiever introduced
First Scooter model from Hero Honda - "Pleasure" introduced
2006 : Hero Honda is the World No. 1
for the 5th year in a row
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BRANDS CORE NEEDS AUXILARY NEEDS
1. Hero Honda Achiever Transportation Speed
2. Hero Honda CBZ
extreme
Transportation Stylish Look
3. Hero Honda CD
Dawn
Transportation Safety & economy
4. Hero Honda Glamour Transportation Glamorous look.
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BRANDS CORE NEEDS AUXILARY NEEDS
6. HeroHonda
passion plus
Transportation Professional
7. Hero Honda
Pleasure
Transportation Light weight and
design
8. Hero Honda Hunk Transportation Stylish & new body
look
9. Hero Honda
Splendor
Transportation Mileage And good
performance
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APPROACHES
(ORIENTATION)
EXTENT JUSTIFICATION
1.Production concept
Partially
Applicable
It is having good demand all
over India and it is supplying
as per the demand in the
market.
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2.Product concept Partially
applicable
In most of the Hero Honda
brands, special features like self
start, digital speedometer &
other things are not included.
Ex : Hero Honda CD 100, CD
Dawn are not having these
features like self start, digital
speedometer. By this we can
justify that this company is not
adopting fully but adopting by
partially.
3.selling concept Partially
applicable
The company is adopted this
concept partially.
Ex : Offers during special
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Hero Honda introduced First stroke bike in the Indian market.
Hero Honda bikes gives good mileage.
Huge sale network (3500 Dealers).
Better sale service.
It has the highest share in automobile sector.
It has a good brand image.
It gives better service for customers.
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Suppose to be very sophisticated.
They have big gap between cubic capacities of its products.
Spare parts are too costly.
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They should go in new segments of bikes.
There is large no. of young consumers in the market. Company has to focus on them.
They have big opportunities in heavy bike segments.
As government policies are amended against pollution in metro cities, Hero Honda being 4 stroke bike manufactures has great opportunities to explore its new innovations and technologies.
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Main threats to Hero Honda are their competitors like Bajaj Auto Ltd.
TVS motors Ltd.
Yamaha Motors India.
Honda motorcycle and scooter India.
The cost of the product is very high in comparison to other companies.
Decreasing market share.
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Hero Honda Ambition 133,135
Hero Honda CD Delux
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
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HERO HONDA SUPER SPLENDOR
This Bike comes with 125 cc new generation quantum core engine with an output of 9 bhp (6.7 kw).
Its relaxing seating arrangement with other comfort features like less strain while clutching and declutching, low noise and less vibration engine etc, makes it more market friendly bike
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For the convenience of the biker: Included trip meter, peep
hole, large utility box etc.
Some safety features: Included pass switch and push
cancel indicator switch, muffler with heat shield etc.
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It is found in different colors: Frost Blue
Cloud Silver
Mono Tone Black
Dual Tone Black
Blazing Red
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HERO HONDA SPLENDER PLUS
4 stroke single cylinder lair-cooled, OHC engine delivers power of 5.5 Kw (7.5PS) @ 8000 rpm . Running with the maximum mileage of 85 kmph, this bike is giving the optimum satisfaction for long journey.
Its double cradle frame gives the steadiness in biking. Its wider 1230 mm wheelbase provides the proper base for safer riding.
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Lighting fitting included in it like multi reflector with halogen bulb makes the biking secured at every time.
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It is found in different colors: Candy Tahitian Blue
Hi Performance Red
Blue Blaze Metallic
Cloud Silver Metallic
Chilli Green
Hi Granite Blue
Tornado Grey
Black with Blue Silver Stripe
Black Calliper Yellow
Black Old Stripe
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HERO HONDA NXG
New front fairing and a new visor
New design fuel tank with knee recesses on either side and features a chrome fuel tank lid.
New body panels and sleek body graphics.
New instrument panel - trip meter housed in speedometer, fuel gauge.
Stylish tail lamp and die - cast alloy grab rail.
160mm of ground clearance.
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Colors
Candy blazing red
Force Silver
Vibrant blue
Classy maroon
Blacks
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HERO HONDA KARIZMA
Karizma comes with a 223cc single cylinder. air-cooled, four stroke engine that packs a maximum power of 17bhp at 7000rpm.
Separately from breaking the 200cc barrier, the bike breaks fresh basis in the speeding up front.
Karizma conquers the four-second barrier for zero to sixty kph, doing it 3.8 seconds.
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HERO HONDA CBZ
XTREME
Maximum torque id of 12.80
N-m @ 6500 rpm
Self and kick start options
Powerful windscreen
Maximum power is 10.6 KW
@ 8500 rpm
Minimum 12.3 liters fuel tank
capacity with 1.5 liters as
usable reserve
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HERO HONDA PASSION PLUS
The Passion Plus is prepared with
a four-stroke, air-cooled, single
cylinder engine..
The Passion Plus slot in a host of
new styling features counting
two-tone coolers, body colored
mirrors, white dial gadget come
together.
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wider passenger seating grip. New multi-reflector
headlight and winkers add to the glamour proportion.
The Passion Plus comes with a not obligatory front disc
brake for better braking. It attains a reputable utmost
speed of 85kph and has a fuel tank capability of 12.8
liters.
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HERO HONDA PLEASURE
The Pleasure comes with a four-
stroke, air-cooled, single cylinder
engine that gives a dislocation of
102cc.
Pleasure boasts of characteristic
features such as an ABS body,
axiomatic broadcast and high
pulling power.
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The Pleasure sports flashy colors and a host of trendy
contours to appeal to adolescent girls.
Multi-reflector headlight; body-colored mirrors, multi-
reflector pointer nestled in the front and a new age oval-
shaped tool panel all make the Pleasure a head-turner.
The scooter is able of reach a top speed of 77kph.
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Manufacturer Hero Honda
motorcycle Ltd Production 2001-present Price Rs. 35642 Engine
97.cc,7.5bhp@8000rpm,4stroke engine, singal cylinder
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Manufacturer Hero Honda motorcycle Ltd
Production 2004-present
Price Rs, 49000
Engine 135 cc , fou r-stroke engine,
single piston, kick start
11 bhp
High Fuel efficiency
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Manufacturer Hero Honda motorcycle Ltd
Production 2004-present
Price Rs. 33542
Engine 97 C C ,7.5 bhp @8500 rpm, 4 stroke
engine, torq u e of 8.05 Nm at 5,500
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Manufacturer Hero Honda motorcycle Ltd
Production 2006-present
Price Rs. 51298-56022
Engine 149.1 CC, 4-stroke engine, single
cylinder.13.4 bhp @ 8000 rpm
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HERO HONDA CD-DELUXE
“Naye Indian ki Nayi Deluxe Bike”
HERO HONDA SPLENDOR PLUS
“Designed To Excel”
HERO HONDA SPLENDOR NXG
“Bharosa Bhi Style Bhi”
HERO HONDA PASSION PLUS
“Whole New World Of Style”
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HERO HONDA SUPER SPLENDOR
“Generation Nayi Bharosa Wohi”
HERO HONDA GLAMOUR
“Simply Magnetic”
HERO HONDA ACHIE V ER
“SOLID, Like You!”
HERO HONDA CBZ XTREME
“Live Of The Edge!”
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HERO HONDA HUNK
“NO One Messes With It”
HERO HONDA KARIZMA
“Jet Set Go. . .”
HERO HONDA PLEASURE
“Karlo rock „n‟ roll on the run
Why should boys have all the fun?”
HERO HONDA CD-DAWN
“Public Ka Apna Transport”
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BRAND AMBASSADORS
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HERO HONDA KARIZMA
HRITHIK ROSHAN
HERO HONDA GLAMMOUR
YUVARAJ SINGH
HERO HONDA PASSION
HRITHIK ROSHAN
HERO HONDA PLEASURE
PRIYANKA C HOPRA
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Industry
Competitors
TVS
HONDA
BAJAJ
YAMAHA
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Hero Honda
Brands
TVS Brands Bajaj Brands Honda
Brands
Yamaha Brands
Hero Honda
Karizma
TVS Apache
RTR 180
(150cc)
Bajaj Pulsar
DTSi
Unicorn
Stunner
Yamaha FZ16
Hero Honda
Splendour
TVS Centra
( 100cc)
Bajaj Platina Honda shine Gladiator
Hero Honda
Passion plus
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Hero Honda
Glamour
TVS Flame
(125cc)
TVS Victor
( 125cc)
Bajaj
Discover
------
------
Hero Honda
Pleasure
TVS Scooty
pep+(97.8cc)
Scooty sterk,
Wave Activa, Dio,
Etreno
------
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S strength
Ability to understand customer’s needs and wants
Recognized and established brand name
Effective advertising capability
They have big gap between cubic capacities of its products.
Weakness
Its market share is reducing from last few years.
Bikes are not attractive as compare to there competitors.
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Strengths
Yamaha motors India is the subsidiary company of Yamaha motors ltd, which is the MNC company having a good brand name.
Good share in Indian two wheeler automobiles sector It is the one of the oldest company in the Indian market. Bikes are available at very cheap price. Popular in rural area.
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Bikes are not attractive.
No presences in scooter segment.
No presences in above 150cc bike segment.
Decreasing market share
Limited network
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STRENGTHS Reliable brand name
Affordable price
Honda have a big share of market in scootreats segment
Honda having high tech engines
HMSI (Honda Motorcycle and Scooter India Pvt.Ldt) is
the subsidiary company of Honda Motors Ltd. Which is
the largest company in the proposed sector
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Less number of service center
Market share very less as compare to there competitor
Spares parts are not easily available
Low product range
Maintenance cost is very high
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Strengths
Highly experienced management.
Product design and development capabilities.
Extensive R & D focus.
Widespread distribution network.
High performance products across all categories.
High export to domestic sales ratio.
Great financial support network (For financing the
automobile)
High economies of scale.
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Weakness
Hasn't employed the excess cash for long.
Still has no established brand to match Hero Honda's
Splendor in commuter segment.
Not a global player in spite of huge volumes.
Not a globally recognizable brand (unlike the JV
partner Kawasaki
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Comp
etitors
Strong Weak Close Distan
t
Good Bad Attack Avoid
Bajaj √ - √ - √ - √ -
TVS √ - √ - √ - √ -
Honda √ - - √ - - √ -
Yamaha - √
- √ - - - √
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Hero Honda has released robust growth figure for the third quarter of the financial year. Total turnover (Net sales & Other Operating income) for Q3 stands at Rs2881.27 crore reflecting year on year growth of 4.77 per cent, while net profit after tax is Rs300.42 crore showing growth of 9.24 per cent.
Hero Honda, which holds 51 per cent market share in the domestic motorcycle market, has shown impressive growth figures for recessionary times. It has crossed the landmark retail sales of more than six lakh two-wheelers in a month in October.
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Company Apr-Jun
2008-09
Market
Share (%)
Hero Honda 877,089 51.26
Bajaj Auto 391,100 15.53
TVS Motors 292,530 14.78
Honda 226,068 13.33
Total Market 1,865,767 - 10/18/2013 Babasabpatilfreepptmba.com 59
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51.26%
15.53%
14.78%
13.33%
hero honda
bajaj
TVS
Honda
CHART SHOWING MARKET SHARE OF DIFFERENT COMPANIES
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MARKETING MIX
PRODUCT PRICE PLACE PROMOTION
4P‟S OF HERO HONDA
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PRODUCT
CD – Dawn, Splendor, Passion, Glamour, CBZ, Karizma etc.
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Pricing Strategy Justification
Cost based pricing As Hero Honda is manufacturing concern it
involve many cost for different activities like
raw materials purchasing, manufacturing,
distribution etc,. so, to compensate all these
above cost the company is adopting cost based
pricing and it produces unit wise so they can
easily identify manufacturing cost for each
unit.
Value Based It takes care of its customers through Value
based competitive pricing and good service
after sales. The Company focuses on providing
"Value for Money" through its pricing strategies and
after sales services.
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PLACE :
All over INDIA
Distribution channel –
Manufacturer Dealer Customer
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PROMOTION:
T.V. Add.
News paper Add.
Magazine Add.
FM Radio
Hoardings etc.
Excellent marketing, finance and loan services, an
efficient dealer network, tactical promotion comprising of
fuel conservation campaigns, mobile workshops, safety
driving courses and others, all placed Hero Honda in a
league distinct from the conventional.
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Factors High
/Medium/Low
Impact
Justification
Cultural
Factors
Medium
Impact
Determination of wants & behavior in the
customer market. India is exposed to values,
humanitarian, people loyalty. All these some
extent influences the customer to buy the
product. Ex: People believe that they should
buy some times festival seasons.
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Social Factors
High Impact
There were many people who
bought bikes because of social
factors like on their parents,
friends and relatives opinion.
There were few people who
bought their bikes for style and
status. Besides this to my
surprise I found out that in
today‟s world boys play major
role in buying decisions for
themselves and for their family
also. This also played a greater
role in purchasing decision of
two wheelers by individuals.
Boys who were in age group of
18-25yrs were more interested
in features as compared to other
factors described. 10/18/2013 Babasabpatilfreepptmba.com 67
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Personal
Factors
High
Impact
These factors were varying from
person to person. Demographic
Factors. Sex, Race, Age etc.
played major role in buying two
wheelers for individual use.
Young people in age group of
18-35yrs purchased two
wheelers for different various
reasons while older people in
age group of 35-50yrs purchased
just for travelling purpose only.
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Psychologi
cal Factors
High Impact
There were many people
who wanted to purchase two
wheelers just because they
had sense of love and
belonging for bikes. This
was found more among Hero
Honda user. They are mostly
see performance of the bike
and services that provided
by companies and want their
bike to be smooth while
driving the bike.
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Need Recognition
Information Search
formation Search
Evaluation of Alternatives
Purchase Decision
Post Purchase behaviPost Purchase behavior
or 10/18/2013 Babasabpatilfreepptmba.com 71
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The basic need of a vehicle is for transportation. Hero Honda Pleasure, it mainly degised for young girls & working or non-working women. They need this vehicle for transportation purpose. So, this is the need recognition for buying decision process.
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Surprisingly, customers search for information. The major information sources to which customers will turn fall into four groups-
Personal - family, friends, neighbors.
Commercial - advertisements, web sites, salesperson, dealers, displays.
Public - mass media, consumer-rating organizations.
Experimental - handling, examining, using product
Information
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The customers search for alternative competitive brand information search. For example, the alternative search for Hero Honda Pleasure is its competitive brands like Honda Activa, TVS Pep+, Bajaj Wave. These are alternative search for this product.
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In the evaluation stage, the consumer forms preferences among the brands in the choice set. The customer may also form an intention to buy the most preferred brand. In executing a purchase intention, the consumer may make up to five sub decisions: brand, dealer, quantity, timing and finally payment method. After all these the customer will go for purchasing the product (Hero Honda Pleasure).
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After the purchase, the customer might experience positive about the product or negative. Post purchase satisfaction is a function and the product’s perceived performance. The performance falls short of expectations, the consumer is disappointed; if it meet expectations, the consumer is satisfied. After satisfying with the product the customer may go for influence to buy the same brand.
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After studying about the Hero Honda’s company, we came to know about the companies SWOT, different brands and there features, market share, promotion activities, brand ambassadors, 4P’s of marketing, customers buying behavior and many more. Apart from this in this project we also came to know about the different competitors and their Strengths and Weakness. So, finally we conclude that the two wheeler industry is growing very fast in India and the different companies are coming with new different marketing strategies to sustain their brand in the market.
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Thank you!
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