Description
Rural marketing Strategies adopted by Hero Honda. It describes the features and constraints of rural markets. It also highlights the reasons why Hero Honda went rural and also the initiatives undertaken by them.
Rural Marketing
Hero Honda
Features of Rural Markets
Large no. of consumers
Occupied pattern – primary, secondary, tertiary
Scattered market
Seasonal rural income
Low standard of living
Features of Rural Markets (contd..)
Literacy level
Land distribution and use
Mass media
Urban orientation
Rural credit
Constraints of Rural Markets
Resources
Long term planning
Management support
Opportunity in long term only
Why did They go to Villages
Only 10% rural penetration
Maintain sales momentum in shrinking market
Flat sales growth in 2007-2008
Hero Honda Initiatives
Product Related
CSR
Product Related
“Har Gaon Har Aangan” Campaign Sponsorship Advertising Easy credit facility Timing of campaigns
CSR Initiatives
Raman Munjal school, hospital and sports complex Adult Literacy Program
Rural Health Care Integrated Rural development Centre (IRDA)
4 As of Hero Honda
• Extensive sales and service network
Availability Affordability
• Low cost motorbikes
Acceptability
Awareness
• Good product quality and fuel efficient bikes
• Advertising • Campaigns • Trade fair
Drive Safe!
doc_705067144.pptx
Rural marketing Strategies adopted by Hero Honda. It describes the features and constraints of rural markets. It also highlights the reasons why Hero Honda went rural and also the initiatives undertaken by them.
Rural Marketing
Hero Honda
Features of Rural Markets
Large no. of consumers
Occupied pattern – primary, secondary, tertiary
Scattered market
Seasonal rural income
Low standard of living
Features of Rural Markets (contd..)
Literacy level
Land distribution and use
Mass media
Urban orientation
Rural credit
Constraints of Rural Markets
Resources
Long term planning
Management support
Opportunity in long term only
Why did They go to Villages
Only 10% rural penetration
Maintain sales momentum in shrinking market
Flat sales growth in 2007-2008
Hero Honda Initiatives
Product Related
CSR
Product Related
“Har Gaon Har Aangan” Campaign Sponsorship Advertising Easy credit facility Timing of campaigns
CSR Initiatives
Raman Munjal school, hospital and sports complex Adult Literacy Program
Rural Health Care Integrated Rural development Centre (IRDA)
4 As of Hero Honda
• Extensive sales and service network
Availability Affordability
• Low cost motorbikes
Acceptability
Awareness
• Good product quality and fuel efficient bikes
• Advertising • Campaigns • Trade fair
Drive Safe!
doc_705067144.pptx