STPD analysis of Honda Motorcycle and scooter India Pvt ltd.... pls read on atribute and benefit positioning thanx!! Sushantnadarge@gmail.com

1. STPD ANALYSIS ON AUTOMOBILES
INDUSTRY
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Presented by Sushant S. Nadarge P41

2. HONDA MOTORCYCLE &
SCOOTER INDIA PVT LTD
Live your styLe……
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3. COMPANY OVERVIEW
 Subsidiary of Honda Motor Company Ltd.
 Fourth Honda automotive venture in India.
 Founded on 20th Aug 1999 in Manesar (Haryana).
 Produces 10,000,00 units per year.
 Tremendous success in scooter segment.
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4. PRODUCTS PROFILE
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5. MARKET SEGMENTATION & TARGETING
Segmentation
Demographic Geographic Psychographic
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6. SCOOTER MARKET SEGMENTATION &
TARGETING
Target Needs Features Offerings
Comfort Self start
Low & easy maintenance Less noise &
Family vibration
Easy to handle
Large Storage Activa
Better mileage
50 kmpl
Security Anti theft key
shutter
Style & Comfort Futuristic
Design
Better Mileage
Youth 50kmpl Dio
Easy to Handle 6
Effective shock
Absorption

7. Target Needs Features Offering
Elegance Revolutionary
Design
Working Safety Disc breaks
Aviator
class
Strength Metal body,12 inch
alloy wheels
Power 150cc
Mileage 60kmpl
Full Size
Scooters Efficiency One direction Eterno
gears
Comfort
Large storage 7

8. MOTOR CYCLE MARKET SEGMENTATION
Target Needs Features Offering
Power 125cc
Mileage 90kmpl
Family/Working Shine
professional Safety Front Disc Breaks
Strength Alloy Wheels
Comfort Self start
Power 150cc
Style Alloy Wheels/Tuff- Unicorn
Youth up tyres
Pickup
0 to 60 in 5 secs
Look
Muscular look
Comfort
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Mono Suspension

9. Target Needs Features Offering
Mileage 80kmpl
Youth
Design & Style Sporty Look
Power 125cc , Stunner
11bhp@8000rpm
Smooth
Performance
Power Single cylinder
engine with fuel
Upper Middle Class injection CBR250R
(youth) Style
250cc
Security Anti lock Breaks
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10. POSITIONING
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11. CONTINUED….
 Attribute Positioning
• BE A WING RIDER…………………………..
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12. CONTINUED……
 Benefit Positioning
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 First Moto Scooter

13. CONTINUED……
 Competitive Positioning
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• FAMILY VEHICLE

14. DIFFERENTIATION
 Technology
 Fuel Injection Technology
 Abs i.e. Anti Lock Break System
 Hyper VTEC Technology
 Safety & Security
 Riding Simulator
 Marketing Strategy
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15. CONCLUSION
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16. THANK YOU!
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