No matter what competition does, Hero Honda is always ready with a winning strategy for two wheelers
When Bollywood hunk Hrithik Roshan walks through
the by-lanes of an Indian city, what he sees is a country on the move. He sees people going about their personal businesses with only one thing in common – they all ride a Hero Honda. In a country where every second motorcycle is a Hero Honda product, it never gets more apparent than this. The advertisement has been one of the most successful campaigns of the year and has effectively put forward Hero Honda’s core values. In an exclusive chat with Anil Dua, Senior Vice President (Marketing & Sales), 4Ps B&M reveals the inside story behind this marketing initiative of Hero Honda.
What was the rationale behind the ‘Hero Honda Country’ ad campaign?
The basic idea behind ‘Hero Honda Country’ was our 20 millionth landmark and the fact that we are the fastest to reach that number. Hero Honda is omnipresent in all segments and there’s a very high visibility. Today, we hold about half of the market and we are celebrating our achievements. India is virtually a Hero Honda country and Hrithik conveys this empathtically through that ad campaign. Hero Honda’s emotional values are conveyed through key words such as bharosa, josh & vishwas.
What exactly has been the secret behind Hero Honda’s success?
The secret is our multi-pronged strategy. We do not ignore any segment. Furthermore, we always surprise the market. For instance during 2006-07, we had launched eight models and people were saying that it was too much but we surprised them by launching six more models soon! Hero Honda has always bucked the trend, even growing when the market was not. We will keep on surprising!
What is your current marketing strategy?
Successful products like the CD Deluxe and Passion describe the mood of the nation. Their branding is all about India’s high economic growth and the ample opportunities available here. We have done brand building on all fronts and that includes not only corporate branding but product branding as well. Additionally we continue to refresh our products and offer the latest technology.
What about Hero Honda’s focus on the premium segment since Bajaj is the market leader here?
We have literally started the premium segment with the CBZ in 1999. If you see the figures, the premium segment has grown 10-11% during the last three years. With our new models the segment now expands at 15-16%! We have doubled both our market share and volumes in the segment while expanding the market as well. There is a much evolved customer here and our branding has been in-line to this aspect. Our four products in the segment cater to four distinct sub segments that cater to different buyers.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
When Bollywood hunk Hrithik Roshan walks through
the by-lanes of an Indian city, what he sees is a country on the move. He sees people going about their personal businesses with only one thing in common – they all ride a Hero Honda. In a country where every second motorcycle is a Hero Honda product, it never gets more apparent than this. The advertisement has been one of the most successful campaigns of the year and has effectively put forward Hero Honda’s core values. In an exclusive chat with Anil Dua, Senior Vice President (Marketing & Sales), 4Ps B&M reveals the inside story behind this marketing initiative of Hero Honda.What was the rationale behind the ‘Hero Honda Country’ ad campaign?
The basic idea behind ‘Hero Honda Country’ was our 20 millionth landmark and the fact that we are the fastest to reach that number. Hero Honda is omnipresent in all segments and there’s a very high visibility. Today, we hold about half of the market and we are celebrating our achievements. India is virtually a Hero Honda country and Hrithik conveys this empathtically through that ad campaign. Hero Honda’s emotional values are conveyed through key words such as bharosa, josh & vishwas.
What exactly has been the secret behind Hero Honda’s success?
The secret is our multi-pronged strategy. We do not ignore any segment. Furthermore, we always surprise the market. For instance during 2006-07, we had launched eight models and people were saying that it was too much but we surprised them by launching six more models soon! Hero Honda has always bucked the trend, even growing when the market was not. We will keep on surprising!
What is your current marketing strategy?
Successful products like the CD Deluxe and Passion describe the mood of the nation. Their branding is all about India’s high economic growth and the ample opportunities available here. We have done brand building on all fronts and that includes not only corporate branding but product branding as well. Additionally we continue to refresh our products and offer the latest technology.
What about Hero Honda’s focus on the premium segment since Bajaj is the market leader here?
We have literally started the premium segment with the CBZ in 1999. If you see the figures, the premium segment has grown 10-11% during the last three years. With our new models the segment now expands at 15-16%! We have doubled both our market share and volumes in the segment while expanding the market as well. There is a much evolved customer here and our branding has been in-line to this aspect. Our four products in the segment cater to four distinct sub segments that cater to different buyers.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist)
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