Hero Honda

SegmentationTargeting

And positioning

Members• Nilay shah• Niranjan Sharma• Nilesh

Introduction

• Hero Honda is currently the worlds largest motorcycle manufacturer .

• Ranging from the CD Deluxe to karizma-ZMR

History

• Founded by munjal brothers starting in the 1950s.

• first bike in 1980. Launched • Slogan”fill it, shut it and forget it”.• Capacity of churning out 3.9 million bikes per

year.• 108th Most Respected companies - 2006

Forbes .

Continue…..

• Competitors at the time of launch: Royal Enfield, Ideal Jawa, Rajdhoot and Escorts.

• In the mid-1980s, the Indian government permitted foreign companies to enter the Indian market through minority joint ventures

products• Hero Honda CD-dawn• Hero Honda CD-Deluxe• Hero Honda Splendor Plus• Hero Honda Splendor NXG• Hero Honda Passion Plus• Hero Honda Super Splendor• Hero Honda Glamour• Hero Honda Achiever• Hero Honda CBZ Xtreme• Hero Honda Hunk• Hero Honda Karizma• Hero Honda Pleasure

products

SegmentationCompany mainly segmented on basis of Engines• 100cc• 125cc• 150cc• 225cc• Define?• Starting focus on economy class, thn performance

bike, launch and overall managing executive n economy class…………..s

Products under 100 cc

• Splendor nxg 100cc• CD-Dawn 100cc• Super Splender 100cc• Pleasure 102cc• Hero Honda CD-Deluxe (97.20 cc)• Hero Honda Passion

125 cc

• Glamour 125cc• Passion plus 110cc• Hero Honda Glamour FI (125 cc.)

150cc

• Hero Honda achiever 150cc• CBZ Extreme 150cc

225cc

• Karizma-r 225cc.• Karizma-ZMR 225cc.

Current status

• Currently facing the exit of Japanese partner Honda

• Market share declined to 68.9 per cent in the April-August period, from 81.8

• Hero Honda sold 17,87,869 units in the total market of 25,95,516 units in current year

• Had sold 16,78,570 units in the total market of 20,51,656 units in last year.

TARGETING

About Targeting• Targeting is the process of selecting targets and

matching appropriate response to them on the basis of operational requirements , capabilities and limitations

• Targeting is not a stand alone operation conducted outside. Its an integral part of decision making with products being developed during each phase of planning process. The targeting products will define the targets, guidance and observation requirement.

TARGET MARKET OF CD DELUXE

• Age: 22-50 • Gender: Males • Income: 5000 to 7000 Rs • Occupation: Basically farmers • Region: Rural• Social Class: Lower class

TARGET MARKET OF SPLENDOR

• Age: 20-40• Gender: Males• Income: 12000 and more• Density: Urban and semi-urban • Customer Class: Middle class • Loyalty Status: Inclination towards

TARGET MARKET OF KARIZMA

• Age: 20-30• Gender: Males• Density: Urban• Customer Class: Business class• Benefits: Comfort, power, quality, and best machine.

Positioning

• Successful two wheelers those made positioning

Hero honda HUNK“Because muscles matter”

• Hero honda karizma positioned itself by continuesly sponsering roadies

• Hero honda pleasure why should boys have all the fun?