1. Marketing Management >
Hero Honda Marketing
By Robin & Group

2. I ICLES
MOTILAL JHUNJHUNWALA COLLEGE
OF ARTS, SCIENCE & COMMERCE
AMLENDU ROYE MARG, SECTOR 9A,VASHI, NAVI MUMBAI-400703
PROJECT OF
MARKETING MANAGEMENT
PROJECT ON
SUBMITTED TO

3. PROF.RAKESH YADAV.
SUBMITTED BY
ANUPSINH.B.DESHMUKH
ANIL KOTADIA
AMAN MITTAR
ROHIT TRIPATHI
ROBIN KOLI
DATE OF SUBMITTION
14TH
Sept 2004

4. ACKNOWLEDGEMENT
OUR project wouldn’t have reached its current shape without the
sound guidance of our respected teacher
prof. RAKESH YADAV and also like to thank our friends & our college
for its Support.
Without their co-operation and support our project would have
been impossible.

5. CERTIFICATE

6. This is to certify that
ANUPSINH.B.DESHMUKH-404
ANIL KOTADIA-414
AMAN MITTAR-421
ROHIT TRIPATHI-435
ROBIN KOLI-412
Of SYBMS of ICLE’S MOTILAL
JHUNJHUNWALA
COLLEGE have successfully completed the
project
Of marketing management
Have secured grade. …….. For their
performance.

7. SIGNATURE
PROF. Rakesh yadav.
DATE:
index
SR NO PARTICULARS PG NO

8. 1 BOARD OF DIRECTORS 1
2 MISSION STATEMENT 2
3 THE HERO GROUP 3
4 HISTORY 4
5 HERO HONDA
SPLENDOR
5
6 FEATURES OF HERO
HONDA SPLENDOR
6
7 MARKETING STRATEGY 7
8 MAINTENANCE
STRATEGY
8
9 4P’S 9
10 4S’S 12
11 SWOT ANALYSIS 15
12 ENVIRONMENTALLY
AND SOCIALLY AWARE
PRODUCTS
16
13 BIBLIOGRAPHY 17
BOARD OF DIRECTORS

9. MISSION STATEMENT
Chairman Mr. Brijmohan Lall Munjal
Managing Director Mr. Pawan Munjal
Joint Managing Director Mr. Akio Kazausa
Director Mr. Shinichi Nakayama
Director Mr. Satyanand Munjal
Director Mr. Om Prakash Munjal
Director Mr. M P Wadhawan
Director Mr. S P Virmani
Director Mr. O P Gupta
Director Mr. M. Sudo
Director Mr. S Toshida
Director Mr. N N Vohara
Director Mr. Pradeep Dinodia
Director Gen. ( Retd.) V P Malik

10. WE, AT HERO HONDA, ARE CONTINUOUSLY STRIVING FOR SYNERGY,
BETWEEN TECHNOLOGY SYSTEM AND HUMAN RESOURCES TO PROVIDE
PRODUCT AND SERVICES THAT MEET THE QUALITY, PERFORMANCE AND
PRICE ASPIRATION OF OUR CUSTOMERS.WHILE DOING SO, WE MAINTAIN
THE HIGHEST STANDARD OF ETHICS AND SOCIAL RESPONSIBILITIES,
CONSANTLY INOVATE PRODUCT AND PROCESS.AND DEVELOP TEAMS
THAT KEEP THE MOMENTUM GOING TO TAKE THE COMPANY.TO
EXCELLENCE IN THE NEW MILLENIUM
THE HERO GROUP
Hero, the brand name synonymous with two-wheelers in India, is a multi-
unit, multi-product, geographically diversified, Group of Companies - the
reflection of the steely ambition and indomitable grit of the Munjal
Family ...
Trace the saga of the "Hero" - through more than 45 years of Enterprise and
Achievements, of Vision and Planning.

11. HISTORY
THE LEGEND OF HERO HONDA
What started out as a Joint Venture between Hero Group, the world's
largest bicycle manufacturers and the Honda Motor Company of
Japan, has today become the World's single largest two-wheeler
Company. Coming into existence on January 19, 1984, Hero Honda
Motors Limited gave India nothing less than a revolution on two-
wheels, made even more famous by the 'Fill it - Shut it - Forget it '
campaign. Driven by the trust of over 5 million customers, the Hero
Honda product range today commands a market share of 48% making
it a veritable giant in the industry. Add to that technological excellence,
an expansive dealer network, and reliable after sales service, and you
have one of the most customer- friendly companies.
This is proved by the company's sales over the years:
1985-86 43,000 units
1989-90 96,200 units
1998-99 5,30,600 units
1999-00 7,61,210 units
2000-01 10,29,555 units
2001-02 14,25,195 units
2002-03 16,77,537 units
Customer satisfaction, a high quality product, the strength of Honda
technology and the Hero group's dynamism have helped HHML scale new
frontiers and exceed limits.
In the words of Mr. Brijmohan Lall Munjal, the Chairman and Managing
Director, "We will continue to make every effort required for the
development of the motorcycle industry, through new product development,

12. technological innovation, investment in equipment and facilities and through
and through efficient management."
HERO HONDA SPLENDOR
Designed with your comfort in mind, with a contoured low-slung
seat, specially designed handlebar and a strong double-cradled
tubular frame. This bike epitomizes riding pleasure. Truly, the
limousine of Indian two wheelers.
Features of
Hero Honda SPLENDOR
Engine 4-stroke, single cylinder , air - cooled,
OHC
Displacement 97.2cc
Clutch Type Manual
Clutch Primary -
Clutch Secondary Multi-plate wet
Transmission 4-speed constant mesh
Final Drive Roller chain
Ignition Electronic

13. Starting Kick starter
Frame Tubular double cradle type
Suspension (Front ) Telescopic hydraulic fork
Suspension (Rear) Spring loaded hydraulic type with both
side action
Dimensions( L*W*H) 1970*720*1040mm
Wheel Base 1230mm
Ground Clearance 159mm
Kerb Weight 109 kg
Tyres:Front/Rear 2.75"*18"-4PR/2.75"*18-"-6PR
Max. Power 7.5 PS@8000 rpm
Max.Speed 85 kmph
Fuel Tank Capacity 10.51tr (1.4 1tr reserve)
Marketing strategy
With the research information gathered from the market, the next step of
hero Honda is to develop a market strategy.
• Better or wider distribution: the distribution network of the splendor
plus is excellent. Their distribution divided into four zones.
• Lower price: the price of the splendor is affordable for the middle
class also and the maintenance is also low.

14. • Modified product (splendor +): modification has been done to
improve the sales
• Better value for the consumers money (passport schemes ): additional
facilities are given to the customers like issuing passports and giving
free insurance
• More dependable product or service: splendor is been always trusted
than any other bike in its segment
• Customer support service : the after sales service of hero Honda has
been always satisfactory.
MAINTENANCE strategy
Proper care & maintenance are paramount for trouble free operation &
optimum performance of your motorcycle.
Hero Honda offers 6 free services on all its motorcycles. You should avail
these services within a year or as per the below mentioned km range,
whichever is earlier
First Free service 500-750 km
Second Free
service
2500-2800 km
Third Free
service
5000-5500 km

15. Fourth Free
service
7000-7500 km
Fifth Free service 9000-9500 km
Sixth Free
service
11000-11500 km
You should ensure that each paid service is availed within 60 days from date
of service or as per the recommended schedule.
FOUR P’s OF MARKETING
Products and Services
Designed with your comfort in mind, with a contoured low-slung seat,
specially designed handlebar and a strong double-cradled tubular frame.
This bike epitomizes riding pleasure. Truly, the limousine of Indian two
wheelers.
The Hero Honda Splendor is an excellent example of the term.
Designed with your comfort in mind, with a contoured low-slung seat,
specially designed handlebar and a strong double-cradled tubular frame.
This bike epitomizes riding pleasure. Truly, the limousine of Indian two
Wheelers.
The 4-stroke, 100 cc driving machine from Hero Honda. A bike that
will stop you right in your tracks. Both by its look and performance. True to
its Honda lineage. Consider its newly designed engine that gives you

16. unprecedented fuel efficiency. While still delivering a punchy 7.5 PS. Next,
feel the ergonomics of it as you cruise along. A well-cushioned low-slung
seat helps you rest and ride at the same time. Not to mention the suspension,
that works so well that probably you'll never find out what happens between
the tyres and that bumpy road. Needless to add, owning a Splendor means a
lot of other things too. Like getting all the admiring looks. Or the pride you
feel in riding a bike that meets the pollution control standards of the next
decade, today.
That's
Splendor.
A bike that will be called a turning point in motorcycling. So check it
out. Tomorrow has arrived, in style!
Promotion and Advertising
Hero Honda has roped in film actor Hrithik Roshan, Captain of
Indian Cricket team Sourav Ganguly, Mohammad Kaif, Harbhajan Singh,
Zaheer Khan, Yuvraj Singh and Virender Sehwag as its brand ambassadors.
They will endorse the company products, attend corporate and brand
events and help promote its "We Care" campaign comprising safety riding,
environment and friendliness.
THE product line of the hero Honda say’s
“Hero Honda desh ki dhadkan”
Advertising of hero Honda is done through
• The yellow pages
• A press release
• Sponsoring a civic event or activity

17. Eg: Sponsored 'India-England Women's Cricket Series' in 2002
Sponsored 'India-England Test Series' in 2001
Sponsored '7th World Cup Cricket tournament' at England in 1999
• The newspaper
• Billboards or posters
• Flyers or handbills
• Direct mail advertising
• The radio
Pricing
Determining price levels and pricing policies is the major factor
affecting revenue. Factors such as the demand for the good, the market price,
and customer responsiveness to price changes influence the price levels at
hero honda. Other factors such as a convenient location or more
personalized service allow hero Honda to charge a competitive price.
Making sure your price is standards, however, by checking to see what
competitors' prices are of similar product.
SPLENDOR
Prices (in Rupees)
City Ex. Showroom Price On Road Price
Bangalore 40,589 45,140
Calcutta 40,613 46,000
Chennai 40,723 44,813
Delhi 40,076 42,287
Mumbai 41,831 45,763
Pune 40,322 44,122

18. Place
The manufacturer and wholesaler must decide how to distribute
their products. Working through established distributors or manufacturers'
agent generally is most feasible for small manufacturers. Small retailers
should consider cost and traffic flow as two major factors in location site
selection, especially since advertising and rent can be reciprocal. In other
words, low-cost, low-customer traffic location means you must spend more
on advertising to build traffic.
The nature of the product or service also is important in location
decisions. If purchases are made largely on impulse (e.g., flavored popcorn),
then high customer traffic and visibility are critical. On the other hand,
location is less a concern for products or services that customers are willing
to go out of their way to find (e.g., restaurant suppliers). The recent
availability of highly segmented mailing lists (purchased from list brokers,
magazines
S’4 Concept
Sales
Our each and every packing has a hologram, which can be identified by the
features like: Sales

19. SALES PERFORMANCE
August'03 August'04
April'03-
August'03
April'04-
August'04
Domestic
Sales
143164 187265 731762 984963
Exports 2566 4370 15898 21449
Service
Our constant endeavors is to support the company's mandate of providing
highest level of customer satisfaction by taking CARE of your motorcycle
service & maintenance through our vast network of more than 1000 committed
dealers & service outlets spread across the country.
Our state-of-the-art authorized workshop have well laid out standards
for motorcycle servicing supported by fully equipped infrastructure in terms of
quality precision instruments , pneumatic tools & a team of highly trained
service technicians. Having your motorcycle serviced at an authorized
workshop ensures highest standards of service quality and reliability.
Customer Service
Hero Honda keeps on taking always-new initiatives to maintain its
leadership on service as well as enhance customer satisfaction level on an
ongoing basis. Some of the new initiatives related to customer service are as
follows: -
· Service Advisors at dealership
· Service Plus Scheme for customers
· Pre Paid Reply cards
· Automated Mobile Workshops

20. · Mega Millennium Camps
· On the job training programmers
· Local Mechanics Training
T here are many more initiatives, which we keep on taking along with
our dealers to keep our customers always in our mind on top priority
Service Your Bike
Hero Honda has always taken a lead in terms of defining service standards
in two wheeler industry with an aim to provide "Total Customer
Satisfaction" for their valuable customers across the country and also
internationally. We are constantly endeavoring to improve the quality of our
service facilities at our Dealerships. The first and foremost step to achieve
this was creating Automated Workshops at our Authorized Dealerships and
Service Centers across the country.
SPARES - FEATURES & BENEFITS
The performance and safety of your bike not only depends on the world-
class design and workmanship assured by Hero Honda but also on the parts
being used in the assembly line.
Even the finest components manufactured need replacement from time to
time. And to ensure the continued impeccable performance of your vehicle,

21. the spare parts should also be made and replaced as good as the components
fitted by Hero Honda.
To ensure this, we manufacture and procure the replacement parts according
to the specifications and standards set by Honda motor co and us.
As a responsible Hero Honda bike owner, we recommend that for your
safety, long life and high performance of your bike, use only Hero Honda
genuine parts.
Safety
Safety Education to motorcycle customers shall be an integral part of Hero
Honda's motorcycle delivery process at the showroom. Customers shall be
educated on Safe Riding techniques through various audio visual aids.
Safety Instructors shall be imparting riding skills as well as education to the
customers. Dealers shall also conduct a major programmed in their
respective towns with the association of local traffic police on a regular basis
on safety education and correct riding techniques.
SWOT ANALYSIS of splendor.
Strength: - reputation of hero Honda brand
- Finest engine

22. - Affordable price, Good average (80 km/ph)
- Low maintenance
- Available at 0% of interest
Weakness: - young generation is moving towards fast moving
Bikes.
- Old design
- No disk breaks
- Low power
- Light bike use for cities and not for highway
Opportunities: - change in design
- Change in marketing style
- Rise in petrol price
Threats: - TVS victor
- LML freedom
- BAJAJ Boxer.

23. An Environmentally and Socially, Aware PRODUCT
At Hero Honda splendor, our goal is not only to sell you a bike, but
also to help you every step of the way in making your world a better place to
live in. Besides its will to provide a high-quality service to all of its
customers, Hero Honda splendor takes a stand as a socially responsible
enterprise respectful of its environment and respectful of the important
issues.
Hero Honda splendor has been strongly committed not only to
environmental conservation programmers but also expresses the increasingly
inseparable balance between the economic concerns and the environmental
and social issues faced by a business: businesses must not grow at the
expense of mankind and man's future but rather must serve mankind.
"We must do something for the community from whose land we
generate our wealth." A famous quote of Mr.Brijmohan Lall Munjal, our
CMD
BIBLIOGRAPHY.

24. 1} WWW.GOOGLE.COM
2} WWW.HEROHONDA.COM
3} WWW.HONDA.COM