case ppt

of 14 /14
ABOUT THE CASE In January 2006 Hero Honda developed 100cc gearless scooter- Pleasure. Late entrant in this category. The category is dominated by strong brands like Honda Activa, TVS scooty and Bajaj chetak.

Embed Size (px)

Transcript of case ppt

ABOUT THE CASEIn January 2006 Hero Honda developed 100cc gearless scooter-Pleasure. Late entrant in this category. The category is dominated by strong brands like Honda Activa, TVS scooty and Bajaj chetak.

PROBLEM FACED DURING THE LAUNCHThe category was crowded. All brands like Activa, scooty, positioned themselves well in the category Most existing brand were positioned on the family platform. So Hero Honda has to position itself either as unisex or for men. Looking the opportunity it decided to position itself distinctly for women.

POSITIONINGBrand pleasure was targeted exclusively at liberal women who believe in living life on their own terms The tag line why should boys have all the fun? was used. Now they are not dependent on male members of their family for mobility.

POSITIONINGHero Honda pleasure used emotional bonding with women by providing them women empowerment Now they are not only concern with the quality but the also want to make a relation with women They provide good after sales services.

FEATURESThe vehicle was designed keeping the women rider in mind. There are many special features in the scooter Pleasure has an ABS body which makes it light and zippy. It also has a puncture resistant tuff up tube and a stand that is extremely easy to remove and put on. Pleasure comes with electric start

JUST4HERHero Honda launched Just4her An exclusive showroom for intending to buy scooters This was something special for the women in the automobile industry. Just4her has all female staff. Hero Honda always tried to build relationship and after sales service

LADY RIDER CLUBLady rider club was launched for women customer To take the post purchase experience from the women To give reward points and discount Additional benefits of the program me was passes of movie/events.

BRAND AMBASSADORHero Honda signed up Priyanka chopra as the brand ambassador for pleasure in 2007. Priyanka was known for confidence, who wants to make it big Priyanka chopra helped a lot in positioning the brand for the women

CURRENT SITUATIONHero Honda grew at a rate of 54% far ahead of the scooter industry Emerged as no 3 player with a market share of 14%

MARKET SITUATIONMarket leader is Honda motors and scooters India Ltd. With a market share of 50% Honda Activa is the strongest brand in the category Honda Activa has superior quality as its main advantage as the leader It positioned as family scooter TVS scooty is the no2 scooter brand with a market share of 20% Major brands are TVS scooty pep streak & scooty

MARKET SITUATIONSuzuki Access a recent entrant growing fast at the rate and has a share of 9%. It has positioned as family scooter Mahindra& Mahindra launched of three brands Rodeo, Duro, Flyte

COMMUNICATIONPriyanka chopra with film expressed her empowerment (i.e. for women empowerment). Priyanka chopra conveyed the message of independence and her unique style It conveyed message to women about the women empowerment independence and unique style It fascinated the women.

PROMOTIONJust4her. Women rider club. Hero Honda invited for test ride. Contest aimed at woman to get dinner and date with Hritik from lucky draw. 20 lucky woman got this opportunity and became advocate for pleasure.

CHALLENGESHero Honda wants to become leader in the category. It wants to increase its sales 25000 per month to 50000 per month. It wants to achieve the target by 2012.