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    Honda Master

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    Amit Saha
    Honda has been the undisputed leader in gearless scooters in India. The document outlines Honda's entry, establishment, and growth strategies in India. It discusses how Honda first entered India in 1983 and launched its Kinetic Honda scooter in 1984, becoming the first to introduce a gearless scooter. It then established itself through the 1980s-1990s by succeeding in changing customer preferences with products like the CD 100 motorcycle. For growth from 1997-2010, Honda introduced many new motorcycle models and segmented its offerings. A key part of its growth was launching the popular Honda Activa scooter in 2001, which was strategically targeted at youth, office commuters, and others. Finally, the

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    Honda Master

    Uploaded by

    Amit Saha
    124 views23 pages
    Honda has been the undisputed leader in gearless scooters in India. The document outlines Honda's entry, establishment, and growth strategies in India. It discusses how Honda first entered India in 1983 and launched its Kinetic Honda scooter in 1984, becoming the first to introduce a gearless scooter. It then established itself through the 1980s-1990s by succeeding in changing customer preferences with products like the CD 100 motorcycle. For growth from 1997-2010, Honda introduced many new motorcycle models and segmented its offerings. A key part of its growth was launching the popular Honda Activa scooter in 2001, which was strategically targeted at youth, office commuters, and others. Finally, the

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    Honda has been the undisputed leader in gearless scooters in India. The document outlines Honda's entry, establishment, and growth strategies in India. It discusses how Honda first entered India in 1983 and launched its Kinetic Honda scooter in 1984, becoming the first to introduce a gearless scooter. It then established itself through the 1980s-1990s by succeeding in changing customer preferences with products like the CD 100 motorcycle. For growth from 1997-2010, Honda introduced many new motorcycle models and segmented its offerings. A key part of its growth was launching the popular Honda Activa scooter in 2001, which was strategically targeted at youth, office commuters, and others. Finally, the

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    124 views23 pages

    Honda Master

    Uploaded by

    Amit Saha
    Honda has been the undisputed leader in gearless scooters in India. The document outlines Honda's entry, establishment, and growth strategies in India. It discusses how Honda first entered India in 1983 and launched its Kinetic Honda scooter in 1984, becoming the first to introduce a gearless scooter. It then established itself through the 1980s-1990s by succeeding in changing customer preferences with products like the CD 100 motorcycle. For growth from 1997-2010, Honda introduced many new motorcycle models and segmented its offerings. A key part of its growth was launching the popular Honda Activa scooter in 2001, which was strategically targeted at youth, office commuters, and others. Finally, the

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    Honda

    undisputed leader in Gearless Scoot


    Presented By
    Presented
    By
    Gurudatt Hegde
    , Mohit Mairal,
    Amit Saha,
    Abhishek Saxena, Vanita Dhuri, Sarvedena
    Savant, Prachi Gaur, Irfan Khan

    Batch 2014-16

    Agenda
    Entry Strategy
    Establishment Strategy
    Growth Strategy
    Activa Launch
    Honda Growth
    Key Takeaways

    Honda International
    Established
    Annual sales worldwide
    Product Portfolio
    Geographic presence
    Entry in India 1983

    Entry Strategy
    Mid 80s
    Mohit & Vanita

    Entry Strategy - Motorcycles

    Entry Strategy Gearless Scooter

    Establishment Strategy
    Era 1984 to 1994
    Gurudatta

    Establishment Strategy
    1984 - Scooter model launched Kinetic Honda
    1985 - motorcycle launched Hero Honda CD 100
    First to market, long product lifecycles
    Succeeded in changing the preference of the Indian
    customers.
    Segmentation
    Rural and Urban; Business and service class; light two-wheeler with
    new features.
    CD 100 was a light vehicle compared to Ideal Jawa, Royal Enfield.

    Targeting
    Mass Marketing Companys market mix towards entire twowheeler market with only two brands between 1984 to 1989.

    Establishment Strategy
    Positioning Slogan Fill it, shut it, forget it. emphasized fuel economy
    helped the company to grow at double-digit space.
    Through Ad campaigns highlighting the user friendly features.

    Differentiation Utility light weight and fuel efficient compared to Bajaj


    scooters, Ideal Jawa, Royal Enfield.
    Technology gearless transmission and slef-start introduced
    first time in India through KH.
    Durable vehicles KH and CD 100
    Modern features introduced Variomatric gearless
    transmission, self-start-(KH)

    Growth Strategy
    Era - 1997 - 2010 for motorcycles.
    Introduce Activa - 2001
    Irfan and Abhishek

    Growth Strategy

    From 1994 onwards STPD used in motorcycles.


    Segments by Demography and Psychography:
    Sporty look in CBZ, Ambition, Hunk, Karizma etc.
    Upgraded the "stickers" easily noticed by observing the technical specifications of the
    models Splendor /+, Passion /+, Karizma / R
    Mileage in Street, Passion, Splendor, etc for Service class with new features in Rural
    and Urban areas.

    Target Mass Marketing


    Targeting every potential buyers like Youth, Working class, and other categories.

    Position Innovative products at competitive prices


    Nowel promotional campaingns
    Extensive distribution network

    Difference Innovation & NPD


    Powerful engine in motorbikes like CBZ, Hunk
    Hero Honda launched several new products from time to time (annexure next slide)

    During the Era : Motorcycles growth was explosive and Hero Honda was
    market leaders .

    Motorcycles launched 1997 - 2010


    1997Hero Honda motorcycle Street launched.

    1999 Hero Honda motorcycle CBZ launched.


    2001 Hero Honda motorcycle Passion and Hero Honda Joy launched.
    2002Hero Honda motorcycle Dawn and Hero Honda motorcycle Ambition
    launched.
    2003Hero Honda motorcycle CD Dawn, Hero Honda motorcycle Splendor plus,
    Hero Honda motorcycle Passion Plus and Hero Honda motorcycle Karizma
    launched.
    2004Hero Honda motorcycle Ambition 135 and Hero Honda motorcycle CBZ Star
    launched.
    2005Hero Motocorp Super Splendor, Hero Honda motorcycle CD Deluxe, Hero
    Honda motorcycle Glamour, Hero Honda motorcycle Achiever and Hero Honda
    Scooter Pleasure.
    2007New Models of Hero Honda motorcycle Splendor NXG,CD Deluxe, Passion
    Plus Hunk
    2008New Models of Hero Honda motorcycles Pleasure, CBZ Xtreme, Glamour,
    Glamour Fi and Hero Honda motorcycle Passion Pro launched.
    2009New Models of Hero Honda motorcycle Karizma: Karizma ZMR and limited
    edition of Hero Honda motorcycle Hunk launched
    2010New Models of Hero Honda motorcycle Splendor Pro and New Hero Honda
    motorcycle Hunk and New Hero Honda Motorcycle Super Splendor launched.

    Exit & Re-entry Strategy Gearless


    Scooter
    End of Kinetic Honda 1998
    Re-ignition of into gearless scooter market

    Honda Activa Launch


    Amit

    Honda Activa Launch


    Segmentation
    a.

    Demographic

    Youths and office


    commuters
    Geography Urban
    settings
    b. Psychographic
    Fuel Economy
    Competitive pricing
    Advanced gearless
    engine

    Crafting the Positioning


    Target Segments : House Wives, Students, office commuters
    Consumer Behaviour: Reduced trust , low levels of innovation
    Nature of Competition: Direct- Kinetic Honda, Scooters Indirect :
    Motorcycles, Mopeds
    Points of parity: Superior technology, Build quality, & Trust
    Points of differentiation: Low noise Engine, High Power, More storage
    space

    Powerf
    ul
    Engine
    Fuel
    Econo
    my

    Tuffup
    Tires

    Effortle
    ss
    driving

    Tecno
    Super
    Build
    Quality

    Gearle
    ss

    Name
    of
    Honda

    Designed for Everyone

    Testing of Positioning
    Tuffup
    tires

    Effortl
    ess
    driving

    House wife's

    yes

    yes

    Students

    yes

    Office
    commuters

    Yes

    yes

    Advanc
    ed
    technol
    ogy

    Build
    Quali
    ty

    Name Fuel
    of
    Econo
    Hond my
    a

    Powerf
    ul
    Engine

    yes
    yes

    yes

    yes

    yes

    RUB Analysis : Relevant


    : Yes
    Unique
    : yes
    Believable
    : Yes
    2D analysis : Desirable
    :
    Highly yes
    Deliverable
    : Yes

    yes
    yes

    yes

    yes

    Honda Growth
    Sarvednaya

    Brand Activa
    Branding
    Promise, value proposition
    Funtional. Economic, emotional

    Brand Equity
    Company strategic asset
    Customer perceived quality, awareness, association

    Honda Growth in India

    Honda Growth in India

    Every 4th two-wheeler sold now a


    scooter: Report
    By Amber Banerjee, TNN | 25 Jun, 2014, 11.26AM IST

    Key Takeaways
    Prachi

    Key Takeaways
    New Market Entry
    First to market product strategy
    Strategic long term planning
    Growth planning
    Re-ignite dying market, NPD
    Diversification and strategic plan
    implementation

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