Honda Beat Brand Audit

Syndicate 5

Agung Mahendra 29111324Rangga Tri Raeros 29111314Joseph Enrico 29111349Reski Mapriharto 29111326Gilang Surawijaya 29111350

Category Analysis Worksheet

• Size :975881 (0.4%)• Growth rate :45% (from 2010 – 2011)

Segment description

• Current trends: PGMFI, More Luggage space, Economic fuel, Magnetic Key Shutter, Side Stand Switch, Sporty striping

• Emerging Trends :Combi Brake System, AHO (automatic Headline On)

Current and Emerging Trends

• Rp. 18.2160500.000.000 (from estimated sales 1.350.000 unit)

Estimated Profit Potential

of Trends• More efficient fuel engine, Anti theft system,

Motorcycle tracking, Sport design matic motorcycle, Longtime service guarantee,

Trends Needs not being met

Brand Positioning WorksheetBrand in Category

Key Customer Benefits Brand Positioning Statement

Honda BeAT Efficient fuel consumption, Combi Brake System, Fuel Injection,

Honda Beat is a matic motorcycle for young people, who need efficient, trendy and agile motorcycle, because new technology and new design.

Mio J Efficient fuel consumption, DiAsil Cylinder,

Mio J is a matic motorcycle for young people who need fast motorcycle but efficient fuel consumption, because new machine technology from Yamaha.

Suzuki Nex Efficient fuel consumption, Different type machine(in same class),

Suzuki Nex is a matic motorcycle for young people who need efficient fuel consumption and bigger machine capacity, because Suzuki new technology.

Target Audience Worksheet Primary Target

Demographic Psychographic

Size of Market Distribution Point

Media Reach

Young People (17-21 yo)

Female Middle to low

income

Strivers people

High mobility

63 % Dealer, motorcycle exhibition, School event,mallor motor showroom

Television, Magazine, Website, Radio, Bilboard, Brochure

Secondary Target

Adult (21-40yo)

Male Middle-middle

up

Thinkers people

 

33 % Dealer, mall, personal selling, motorcycle exhibition, mall, or motor showroom

Television, Magazine, Website, Radio, Billboards, Brochure

Tertiary Target

Middle-aged (>40)

- 4 % Dealer, personal selling, motorcycle exhibition, mall or motor showroom

Television, Magazine, Website, Radio, Billboards, Brochure

Competitive Analysis

Honda Beat FI

Features : New volume of baggage capacity 11.2L, Combi Brake System

Rp.13.500.000

120.000 unit / month

Beat FI offers customer with newest trend. Comby brake system can guarantee customer save brake process, and FI (fuel injection) make this matic motorcycle economize in fuel consumption.

“move forward with a new trend”

Competitive Analysis

Yamaha Mio J

Features : New seat with improve comfort, DiAsil Cylinder

Rp. 12.950.000

Style & Design : Slim, elegant especially for women

25.000 / month

Current matic motorcycle that offers Yamaha toughness machine with fuel injection technology produce high-performance matic motorcycle with economizes fuel consumption.

“semakin cepat, semakin irit”

Competitive Analysis

Suzuki Nex

Features : Unique machine capacity 113cc, Throttle Position Sensor

Rp. 12.350.000

20.000 in 2012

Suzuki nex offers stylish design , for everyone who want not only stylish motorcycle but also economize fuel consumption..

“irit, lincah dan gaya”

Point of Differentiation WorksheetBrands Parity Features Meaningfull Point of

Differentiation#1 Reason People Buy The Brand

Honda Beat FI

AHO, disk brake in front and tromol rear brake, Magnetic Key Shutter

Comby Brake System Trusted company Brand (high resale price, cheap sparepart price, and slim body)

Mio J AHO, disk brake in front and tromol rear brake, Magnetic Key Shutter

4,8 L fuel tank capacity

Trusted company Brand (high resale price, fast, moto-GP effect)

Suzuki Nex

AHO, disk brake in front and tromol rear brake, Magnetic Key Shutter

113 cc Bigger cc and cheaper than Honda and Yamaha

Brand Traits WorksheetBelievable Options 3 Most Strategies

Smart  

Trendy X

Cool  

Efficient X

The Pioneer  

Agile X

What we want them to think:What the target thinks now:

Core brand message : Move Forward with a new trendRTB: Trusted Brand

Target Audience:Young Urbanites

Product : Matic MotorcycleBrand : Honda Beat FI

Honda Beat is Efficient, trendy and agile matic motorcyle.

Brand CredentialHistorical and current facts that give a brand’s image added dimension. Example included : time in business, size of company, etc.

Astra Honda motor established since 11 June 1971 has reputation for produce good quality and durable motorcycle like S90Z known as “Bekjul”, Honda Tiger, Honda CBR, Honda Supra, Honda Vario, and now Beat. They has authorized dealer & service center around Indonesia. Because of this, it been known by customer Honda motorcycle has low depreciation, therefore second hand Honda motorcycle still has good price.

Market Leader 314.263 unit, April 2012 (Honda Beat)

Award, medals, records ▪ Best Fuel Consumption Scooter category in 110 – 115 cc in Automotive Award 2010

▪ Best Fuel Consumption Scooter category in110 – 115 cc in Automotive Award 2009

▪ Best Scooter Performance & Handling 110 – 115 cc in Automotive Award 2009

▪ No. 1 Word of Mouth 2009 Award in SWA MagazineCertifications, licenses, accreditations

SII (Standar Industri Indonesia) SNI (Standar Nasional Indonesia) HES (Honda Engineering Standard) ISO 9001 ISO 14001 ISO 17025 OHSAS 18001

Brand CredentialArticles or quote publish in newspapers and magazines that improve brand image and that can be used in marketing materials

“NihSpesifikasiLengkap Honda BeATInjeksi, BanyakBerubah!” (Motorplus.otomotifnet.com – 11/10/2012)

“LombaIrit Honda BeATInjeksi, Tembus 90 Km per Liter!” (Motorplus.otomotifnet.com – 27/10/2012)

“First Ride Honda BeATInjeksi, PosisiBerkendaraLebihNyaman!” (Motorplus.otomotifnet.com – 12/10/2012)Testimonials, client

references"Awalnyasihgakbegitusukadengan motor matic, soalnyakanmatic yang duluduluborosnyamintaampun"."Tapi pas habiscoba Honda Beat kokbedabanget,udahirit,lincah,bodinyakeren,cocokpokoknya" -MUHAMMAD RUDIYANTO-

Achievement-including being first to do something

Combi brake system

Product or service rating / rankings

IMAC Award 2012

Prestige of user or client list

15000 AHASS employee, 130 vendor and supplier in Indonesia

Brand reputation The Indonesia Best Brand Award (IBBA) 2012

Cross Analysis

MARKET SHARE TARGET 75%

Category Analysis x POD x competitive analysis x Brand Positioning

Many matic motorcycle produsen now apply newest trend in their product, such as PGMFI, More Luggage space, Economic fuel, Magnetic Key Shutter, Side Stand Switch, Sporty stryping, and AHO (automatic Headline On)

This trends now become current standard trend. And most of produsen have to think so hard to make new innovation, include Astra Honda Motor, to gain the market, because 110cc segment only reach 0,4% from the total population.

Yamaha and Suzuki come with their new innovation, such as changing in fuel tank and machine capacity.

Respond to the competitor changing, PT.Astra Honda Motor won`t follow their competitor new trend. Because they might think that if they follow their competitor trend, they don`t have any specialities in the customer mind.

So they decide to launch new inovation in 110cc matic motorcycle, there is comby brake system.

Motorcycle Produsen New Trend

Yamaha Big fuel tank capacity and more machine capacity (113,7cc)

Suzuki More machine capacity (113cc)

Honda Comby brake system

*Honda new trend led Honda different to their competitors, such as Yamaha and Suzuki. This differentiation make Honda provide different trend to 110cc matic motorcycle segment, because their competitor has same inovation.

*Comby brake system make Honda out of competitor “new trend”. This led Honda claim that just Honda that serve new trend in 110cc matic motorcycle, because the competitors has the same inovation, and it became standard trend cause so many produsen use it.

*That`s why Honda Beat FI brand value is “move forward with a new trend”.

*And Honda BeAT has a position as a trendy, fuel consumption, and agile.

* Target Audience Worksheet x Point of Differentiation x Brand Credential x Brand

Positioning

Honda BeAT primary target is young people who has strivers personality with high mobility. Most of them is a trendy person, and buy product for achievement / social approval (favour stylish product).

Most of the produsen now conduct this needs. But HONDA has a bigger “pie” in motor matic market share, it because in 2009 and 2010 Honda BeAT has gain a lot of award such as Best fuel consumption scooter in category , Best scooter perfomance and handling, and no.1 word of mouth. Honda BeAT also equiped by many sertification, such as SII, SNI, HES, ISO, and OHSAS. This be the reason why many customer buy Honda BeAT, because Honda BeAT come from trusted company, and well tested.

Brand Positioning x Brand Traits x Brand Credential Based on the key customer benefits, Honda BeAT

try to fill the customer needs with many benefits such as Efficient fuel consumption, Combi Brake System, Fuel Injection, good handling.

The most importance key that BeAT offer are trendy, efficient and agile. This key supported by many award that Honda BeAT received. And match with the target needs.

That`s why Honda BeAT positioning is as a matic motorcycle for young people, who need efficient, trendy, agile, and comfortable driven motorcycle, because new technology and new design.

Target Audience x Marketing Communication

To deliver the brand traits to the target, BeAT us many media, such as newspaper/magazine, TV, radio, Bilboard etc.

BeAT also make a customize marketing communication for each target, such as young event sponsorship for primary target, trade show for secondary target, or direct mail.

Gaining Honda BeAT Market Share Strategies

4P : Product Limited Editions

Honda BeAT make a limited edition for only a few product or character. Example : Motor GP Striping, Korean artist striping, Batik Striping, etc.

Add value Add some new feature of Honda BeAT like “Double Disc Brake”,

“Alarm”, “RFID Motor Security“. So Honda BeAT have added value compared to other products.

Custom design Honda BeAT can give a different color for each part of the body (only

using the original factory-build). Increase machine capacity to 113 cc

By upgrading the machine capacity to 113 cc, Honda BeAT can claim their product “More Powerful More Faster, Still Efficient and stylish”.

Gaining Honda BeAT Market Share StrategiesModifier Difference Price

BeAT CW Custom wheel 12.650.000

BeAT SW Spoke wheel 11.850.000

BeAT-FI CBS Full injection and combi brake system

13.500.000

BeAT-FI CW Full injection and custom wheel 12.900.000

BeAT-FI SW Full injection and spoke wheel 12.100.000

BeAT-FI LE (New Modifier)

Full injection, custom wheel and special striping (Moto GP, Batik, etc)

13.200.000

BeAT-FI SF(New Modifier)

Full injection, custom wheel, combi brake system, alarm, double disc brake, RFID motor security, 113 cc

13.900.000

Gaining Honda BeAT Market Share Strategies Place

Online selling Customer can booked Honda BeAT FI from home vie

online, after that the Marketing of Honda will feedback the customer and come to customer house to handle the administration term. After the customer fulfill the term (payment), Honda will send the product.

Promotion Trade up cooperation with 3rd party company

Trade up any matic motorcycle brand within 5 year used to Honda BeAT with a special price with the applicable provisions that imposed by Honda, and they use the 3rd party company to held the trade up program, example : Adira Finance.

Gaining Honda BeAT Market Share Strategies

Reference option Offers to customers who pay by installments, for each person who

recommended it and buy a Honda Beat, the mortgage would be cut by Rp.100,000. It applies to payments out.

Brand ambassador Because Honda BeAT primary target for youth peoples and

especially for female, so Honda BeAT used Suju (Korean Artist) as the brand ambassador.

Product Bundling Every purchase of Honda motorcycle helmets usually have got a

standard from Honda, but specifically for the Honda Beat is given deals only add 100,000, buyers can swap helmets with some famous brand which is roughly 300,000 in market value. but Honda ordered directly from the factory helmet helmet with considerable amounts and of course the price is much cheaper than the market price. so buyers will be able to see the benefits to 100,000 may have known helmets 300,000 in market prices

Gaining Honda BeAT Market Share Strategies

Sponsorship Be a sponsor for the youth event. Example : PENSI

(Pentas Seni Pelajar) Sensational event

Make a sensational event, so the activity deserve to be loaded in the print media like motor magazine.

Invite and offers journalists/mass media to report the event, so the event/activities can be added to their magazine topic

Gaining Honda BeAT Market Share Strategies Price

Installment payment / cash back The installment program is related to Reference Option cash

back in the promotion. It gave choice for customer to determine the payment term. Example : 1 year or 2 year.

Same price with Mio J By set the same price or a slightly different from the competitor

will narrow the difference between Honda BeAt FI and the other competitor. It could make narrow customer mindset about the product.

Optional feature pricing After Honda BeAt difference being narrow with the customer,

then we offers the other benefit to customer with lower price than market price. Example : as we know that the weakness of Honda BeAT is limited luggage, so we offer helmet box with a half price from the market price.

Thank You..

Extra

July-August 2012 Sep-12 Oct-12 Nov-121,040,196 1,160,196 1,280,196 1,400,196421,153 446,153 471,153 496,153 74,187 84,187 94,187 104,187

Total 1,690,536 1,845,536 2,000,536Promotion x x x

Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13

1,532,196

1,664,196

1,809,196

1,954,196

2,099,196 2,244,196

2,444,196 2,644,196

521,153 546,153

571,153 596,153

621,153 646,153

671,153 696,153

114,187 124,187

134,187 144,187

154,187 164,187

174,187 184,187

2,167,536

2,334,536

2,514,536

2,694,536

2,874,536 3,054,536

3,289,536 3,524,536

LE LE SF SF SF SF SF & Trade Up SF & Trade Up

Unit Market Share

75.02%

Mio JBeat

Nex

Conclusion

Limited Editions

Add value

Custom design

Increase machine capacity to 113

cc

Online selling

Trade up cooperation with

3rd party company

Reference option

Brand ambassador

Product Bundling

Sponsorship

Sensational event

Installment payment / cash back

Same price with Mio J

Optional feature pricing