Presentation on theme: "MANGEMENT OF CHANGE IN MARKETING STATATRGY WITH HERO HONDA COMAPNY PRESETED BY :- MISS. GEETA KANDE."— Presentation transcript:
MANGEMENT OF CHANGE IN MARKETING STATATRGY WITH HERO HONDA COMAPNY PRESETED BY :- MISS. GEETA KANDE
contents INTRODUCATION - COMPANY PROFILE MARKET REVIEW CHANGES PRODUCT FEATURE RESONES FOR CHANGINE PRODUCT FEATURE IMPACT FOR CHANGING PRODUCT FEATURE CONCLUSION
COMPANY PROFILE Hero cycle and hero Honda motor company of Japan inked their joint venture in India in April 1984. Hero Honda company chairman dr. brij Mohan lal munjal. Hero Honda company’s mission - To strive for synergy between technology, systems and human resources, to produce products and services. Hero Honda is a worlds largest manufacturing of bicycles and the global leader in motorcycle have created not only the world single largest motorcycle company. But also the most endearing and successful joint venture for Honda motor company. At Hero we essentially have a completely customer-driven approach. A nation-wide dealer network comprising of over 3,500 bicycle dealers, 350 dealers for mopeds and 225 franchise holders for motorcycles, ensures convenient access to the Group's products across the country. A relationship so harmonious that Hero Honda has managed to achieve indigenization of over 95 percent, a Honda record worldwide.
Well-entrenched in the domestic market, Hero Honda Motors Ltd. turned its attention overseas, and exports have been steadily on the rise. Over the years, the Company has received its share of accolades, including the National Productivity Council's Award ( 1990-91), and the Economic Times - Harvard Business School Association of India Award, against 200 contenders.
Hero Honda company has sold over 15 million motorcycle and has consistently grown at double digits since its inception and today ever second motor cycle sold in the country is a hero Honda. At Hero we essentially have a completely customer-driven approach. A nation-wide dealer network comprising of over 3,500 bicycle dealers, 350 dealers for mopeds and 225 franchise holders for motorcycles, ensures convenient access to the Group's products across the country In India company enjoyed healthy sales of the top selling splendor made by company affiliate hero Honda motors ltd. HHML also launched the CD dawn a 100cc sports bike. Honda motorcycle and scooter with a sophisticated design and good fuel economy unit sales for both company rose 29.5% to 2346,00 units
HERO HONDA SPLENDER A combination of style and economy makes the Splendor is a bike worth investing in. The latest from the Hero Honda factory offers both performance and looks. It has good looks, excellent handling characteristics and a smooth drive over any type of terrain
Focusing on personal transportation was also a smart move. Hero started first on bicycles and then moved into motorcycles. Both choices were targeted at India’s burgeoning middle class, which was tired of the insufficient public transport system and in search of economical and reliable personal transport. A thorough understanding of the fast-changing consumer behaviour, new market segments and product opportunities along with sensitivity to changing customer needs, form the core of Hero's marketing strategy and philosophy. While initial exports were restricted to Africa and the Middle East, today more than 50 percent of the Group's bicycle exports meet the demands of sophisticated markets in Europe and America. This is primarily because of appropriate product development and excellent quality that Hero offers. manufacturers were interested in exports. However, the Hero Group's foray into the overseas markets pioneered Indian exports in the bicycle segment as early as 1963. It was a move prompted primarily by the need to be attuned to the global marketplace
Hero group seems to believe and it has made its brands literally heroes in the Indian market. The strategy followed looks simple—promote a product that would be relevant to the Indian middle class and the sheer size of the target audience would mean that even a small percentage of market share would equal a large market. Focusing on personal transportation was also a smart move. Hero started first on bicycles and then moved into motorcycles. Because choices were targeted at India’s burgeoning middle class, which was tired of the insufficient public transport system and in search of economical and reliable personal transport. The product feature which are changing as requirement of the customer demand, staff competition, so this causes the changes in the feature of the Hero Honda motorcycle rang only.
All these features contribute to the Splendor being one of the best selling four stroke-two-wheelers in India. It also meets all the current pollution standards. A healthier beat, springy ride and overall low maintenance has aided in the record-breaking sales of this bike With larger, reinforced shock absorbers, wider tires, heavier body weight and engine guard, the Hero Honda CD 100 SS weights slightly more, resulting in some cut down in the fuel economy it offers. Minor problems of the CD100 have been rectified in the SS model Tactical promotions and excellent marketing helped Hero Honda establish itself as an intelligent CBZ purchase. Its unique features like fuel conservation, safety riding courses and mobile workshops helped the group reach in the interiors of the country.
Hero Honda relied on 3 R’S – reach research reliability as its basic building blocks. Using feedback from the market a fully equipped R&D center has consistently created best practice in designing testing and harmonization besides placing strong emphasis on road safety and ride quality. This emphasis has helped hero Honda build that are ahead of their time.