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During the 80s, Hero became the first company in India to prove that it
was possible to drive a vehicle without polluting the roads. The company
introduced new generation motorcycles that set industry benchmarks for
fuel thrift and low emission. A legendary 'Fill it – Shut it – Forget it'
campaign captured the imagination of commuters across India, and Hero
sold millions of bikes purely on the commitment of increased mileage.
Over 20 million Hero two wheelers tread Indian roads today. These are
almost as many as the number of people in Finland, Ireland and Sweden
put together. Hero has consistently grown at double digits since
inception; and today, every second motorcycle sold in the country is a
Hero. Every 30 seconds, someone in India buys Hero's top –selling
motorcycle – Splendor. This festive season, the company sold half a
million two wheelers in a single month—a feat unparalleled in global
automotive history.
Hero bikes currently roll out from its three globally benchmarked
manufacturing facilities. Two of these are based at Dharuhera and
Gurgaon in Haryana and the third state of the art manufacturing facility
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was inaugurated at Haridwar, Uttrakhand in April this year. These plants
together are capable of producing out 4.4 million units per year.
Vision
The story of Hero Honda began with a simple vision - the vision of a
mobile and an empowered India, powered by its two wheelers. Hero
MotoCorp Ltd., company's new identity, reflects its commitment towards
providing world class mobility solutions with renewed focus on expanding
company's footprint in the global arena.
Mission
Core Values
Integrity
Speed
Respect
Hero MotoCorp has over 7,000 dealership and service centre units in 29
states and four union territories of India.
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Map showing Hero Motocorp plants in India
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LIST OF ALL THE PRODUCTS/BRANDS
Scooters Motorcycles
Pleasure HF Dawn
Maestro Edge HF Deluxe
Duet HF Deluxe Eco
Splendor+
Splendor Pro
Splendor Pro Classic
Splendor iSmart
Splendor ismart 110cc
Passion Pro
Passion Pro TR
Passion XPro
Super Splendor
Glamour
Achiever
Impulse
Hunk
Xtreme (Thriller in LATAM)
Xtreme Sports (Thriller
Sports in LATAM)
Karizma
Karizma ZMR
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TWO BRAND OUT THE WHOLE PORTFOLIO
1. Hero Pleasure
2. Karizma ZMR
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Four P’s OF MARKETING
PRODUCT
This is a sporty bike and youngsters like only sporty bikes. It is available
with five colors that are Red, Vibrant, Blue, Moon Yellow, Force Silver
and Black. It has Four stroke engine and one cylinder. It gives best
possible seating position for the rider and the pillion. The pillion seat has
little bit longer than rider.
The top speed of the bike has 125kph. The Karizma's mileage figures
depend on how it is ridden. Under city riding conditions, the bike
returned 30kpl and on the highway conditions, the bike returned an
impressive 45kpl at a speed of 70kph. Overall it is a great bike with
superb refinement, comfort and great handling.
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PRICE
The Hero Karizma ZMR price is reasonable in India. The Bike surely
appeals to all youngsters as a personal choice. It is a highly capable and
stylish bike but high price puts it out of reach for many.
The Hero Karizma ZMR use product line pricing. It means they use
different price for same product range. A Hero company offering different
Bikes with different features at different prices. The greater the features
and the benefit obtained the greater the consumer will pay. This form of
price discrimination assists the company in maximizing turnover and
profits.
PROMOTION
The Hero company uses so many tools for the promotion of their brands.
They raise awareness in customers throw advertising. They use
television, radio, newspaper, posters, and internet as a medium for
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advertising. People easily understand the features and benefits of the
product from these modes of advertisement. They accept the brand
identity and ready to buy the product.
PLACE
We can see reach easily on the outlets of Hero company in every city and
buy their products. This company use Exclusive distribution for selling
their products. It means exclusive distribution Involves limiting
distribution to a single outlet. The Hero Karizma ZMR is highly priced,
and requires the intermediary to place much detail in its sell.
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2. 4p’s For Pleasure
PRODUCT
As far as ergonomics are concerned, the Hero Pleasure comes with a large
under-seat box, a wide seat, an inner rack, a luggage hook and roomy
footboards.
The Hero Pleasure is equipped with a pair of tiny 10 inch wheels which
are paired with 3.50 x 10 – 4 PR / 51 J front and 3.50 x 10 – 4 PR / 51 J
rear tires.
PRICE
PLACE
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advantage of indirect distribution is that it reduces the cost of
manufacturer.
We can see reach easily on the outlets of Hero company in every city and
buy their products. This company use Exclusive distribution for selling
their products. It means exclusive distribution Involves limiting
distribution to a single outlet. The Hero Pleasure is highly priced, and
requires the intermediary to place much detail in its sell.
PROMOTION
The Hero company uses so many tools for the promotion of their brands.
They raise awareness in customers throw advertising. They use
television, radio, newspaper, posters, and internet as a medium for
advertising. People easily understand the features and benefits of the
product from these modes of advertisement. They accept the brand
identity and ready to buy the product.
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SEGMENTATION , TARGET MARKET , POSITIONING
OF HERO KARIZMA ZMR
SEGMENTATION
Demographic Segmentation
• Age-17-28
• Gender- Male,
• Occupation
• Youngsters
Psychographic Segmentation
• Upper class
Behavioral Segmentation
• Benefits
• loyal to Brand
• Experiencers
• Believers
TARGET MARKET
• Age: 20-30
• Gender: Males
• Density: Urban
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• Those who love:
• Adventures,
• Excitement ,
• Thrill,
• Glamour.
• Benefits:
• Comfort,
• power,
• quality,
• performance,
• sports,
• Stylish.
• Masculine, and
• Best machine.
POSITIONING
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PUNCHLINE - Above all.
Always game,
SEGMENTATION
TARGET
College and school going girls between the age group of 16-25.
POSITIONING
Girls who want to enjoy every moment in life and want to live free.
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DIRECT AND INDIRECT COMPITITORS OF KARIZMA
ZMR
1. Honda
Unicorn
Target Segment: Age group 18-45
College going students or young and
middle aged consumer
Product Strategy: Stable performance with better handling
Pricing Strategy: Going rate pricing
Promotion Strategy: Moderate Spending
Positioning Strategy: Hassel-free bike for daily usage
2. Yamaha
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3. TVS
Apache-RTR
Target Segment: Age group 18-35
College going students or young
professionals
Product Strategy: Replicating every successful feature
of bikes available in segment
Pricing Strategy: Going rate pricing
Promotion Strategy: Moderate Spending
Positioning Strategy: Youth-centric and high acceleration
Bike
1. HONDA ACTIVA
2. TVS SCOOTY
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DETAIL OF PROMOTIONAL TOOLS AND TECHNIQUES WHICH
ARE USED BRAND AMBASSADORS, MEDIA, ADVERTISEMENT,
SALESPROMOTION,PERSONALSELLING,DIRECTMARKETING,P
UB LICITY,PUBLIC RELATION OF HERO PLEASURE &
KARIZMA ZMR
1. Advertising
Pleasure comes with punch line, “Girls who want to enjoy every
moment in life and want to live free”.
2. Brand ambassador:
Its Alia Bhatt who is new brand ambassador for the new Hero
Pleasure scooter. have a look at Alia Bhatt in Ad Hero Pleasure –
“Why should boys have all the fun”. Now days this scooter
advertisement hitting on television where Alia actually having fun
with scooter and enjoying nature Scooter is originally made for
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girls only and the new Hero Motocorp’s advertising also reveals the
same with Alia. Hero pleasure scooter is sticking to “why should
boys have all the fun” theme and through the latest ad, the
company shows the various features of the Pleasure scooter with
Alia Bhatt.
was the face of Indian cricket. People worshiped him. So, through
Saurav Gaunguly, Hero potrayed itself as the heart beat of the
country. Iconic figure Hritik Roshan is known for his youth and
physique. So through him Hero tried to lure the youth.
3. Types of Advertisements
Print advertisements:
4.
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4. Personal selling
• Experience speaks.
• Once in a year free check up for hero Honda bikes from authorized
company service station.
5. Sales Promotion
• Vast network of more than 2100 committed Dealers and Service outlets
spread across the country Festive offers- Rs 1000 discount with free
accidental insurance.
• 6 free services
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• 2 years warranty
• 9 shades of color
Dual tone
• Auto start
7. Direct Selling
For us competition never cooled down. There have been launches by our
competitors, some successful, some not. I don't see competition dying
down, and we stay true to our strategy -- no discounting of products. A
consumer's primary consideration is the brand, which is the biggest
differentiator. They will not pay attention to smaller considerations like
Rs 3,000 off or a better interest rate etc.
According to MoU, PNB will offer motorcycle financing for all Hero bikes
at 11 per cent for a period of 1 year and 11.5 per cent for a period of five
year. PNB will finance up to 90 per cent of the on-road price of Hero
bikes.
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DISTRIBUTION CHANNEL OF HERO PLEASURE &
KARIZMA ZMR
Factory
Carry &
Depot
Forward Agent
Dealer
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REPORT ON HERO MOTOCORP
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Bibliography
https://www.scribd.com/doc/49041758/HERO-HONDA-PLEASURE
http://business.mapsofindia.com/automobile/two-wheelers-
manufacturers/hero-motocorp-india.html
http://www.heromotocorp.com/en-in/
http://www.heromotocorp.com/en-in/the-bike/karizma-zmr-44.html
http://www.heromotocorp.com/en-in/the-bike/pleasure-53.html
http://www.marketing91.com/marketing-mix-hero-motocorp-4-ps-hero-
motocorp/
https://www.scribd.com/doc/49041758/HERO-HONDA-PLEASURE
https://www.slideshare.net/search/slideshow?searchfrom=header&q=hero+ho
nda
https://en.wikipedia.org/wiki/Hero_MotoCorp
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