Description
MARKET ANALYSIS OF HERO MOTO CORP
BACKGROUND
TARGET GROUP
HUM MEIN HAI HERO
BACKGROUND
?
1984 –JV between Hero Cycles of India and Honda of Japan.
?
Owned by Brijmohan and Pawan Munjal
The company is the largest two wheeler manufacturer in India. In 2010, Honda decided to move out of the joint venture. Honda will continue to provide technology to Hero Honda motorbikes until 2014 for existing as well as future models.
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?
?
BACKGROUND
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New Logo -August 9th 2011 Independence day- 120 sec. TVC
?
?
Hum mein hain Hero –A.R. Rehman
Law and Kenneth - Red Ice - Anurag Kashyap & Robby Grewal
?
RESEARCH OBJECTIVE
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Are people aware of Hero Motocorp’s new corporate identity? What they think is the reason for launching the TV commercial? What do people think about Hero MotoCorp’s future without Honda? Post-spilt up, what brand image does Hero MotoCorp have in the minds of the people?
?
?
?
TARGET GROUP AND SAMPLE SIZE
Males and Females ? Age Group : 20-35 ? Sample Size: 53 ? Method Used: Convenience Sampling
?
ANALYSIS
NEW CORPORATE IDENTITY
Logo Identification
No 49%
Yes 51%
TV COMMERCIAL
Seen the TVC?
No 6%
Yes 94%
REASON FOR LAUNCHING TVC
To establish a separate identity as Hero Moto Corp To launch a new brand of Motor Cycle
16% 8% 12% 30% 34%
To brand itself as Indian brand
No Idea
Others
LIKE THE AD?
7 out of 50 (14%) said they did not like the ad ? The remaining 43….
?
A.R. Rehman 13% 11% 22% 43% 11% Song/Jingle Motivates/Inspires Good Message Asthetics
YES….BUT CAN WE?
? Statement
“Hero Moto Corp can produce high quality motorbikes without the help of Honda”
Strongly Disagree 14% 4% 17% Disagree 40%
25%
Niether Agree nor Disagree
Agree
Strongly Agree Sample Size: 50
CAN YOU NAME OUR NEW BABY?
Impulse 31% 50% 6% 13% Passion Pro Maestro
Don’t Know
Sample Size: 50
ADJECTIVES…
Reliable 7% 22% Cheap 25% Costly 7% 39% Indian
Rugged
Sample Size: 50
GIVEN ENOUGH MONEY….
Bajaj 19% 13% 19% 12% 21% Kawasaki Kinetic
Royal Enfield
Hero Yamaha Others Sports Bike
6%
2%
8%
SO WHAT MATTERS?
Mean Value
9
8 7 6 5 4 3 7.47 7.39 7.79 7.06 6.93 6.75 6.02
2
1 0 Brand Price Service Mileage Looks Power Woman’s Opinion
CONCLUSION
The Reach of Ad is considerably good. ? Most of the respondents like the concept and song of the ad, ? But half of them failed to recall the new logo. ? Majority of the respondents knew the purpose behind launching the ad campaign. ? More than half of the respondents agree that Hero can manufacture same quality of products without Honda. ? Service ,Brand, Price & Mileage important while buying
?
doc_246046068.pptx
MARKET ANALYSIS OF HERO MOTO CORP
BACKGROUND
TARGET GROUP
HUM MEIN HAI HERO
BACKGROUND
?
1984 –JV between Hero Cycles of India and Honda of Japan.
?
Owned by Brijmohan and Pawan Munjal
The company is the largest two wheeler manufacturer in India. In 2010, Honda decided to move out of the joint venture. Honda will continue to provide technology to Hero Honda motorbikes until 2014 for existing as well as future models.
?
?
?
BACKGROUND
?
New Logo -August 9th 2011 Independence day- 120 sec. TVC
?
?
Hum mein hain Hero –A.R. Rehman
Law and Kenneth - Red Ice - Anurag Kashyap & Robby Grewal
?
RESEARCH OBJECTIVE
?
Are people aware of Hero Motocorp’s new corporate identity? What they think is the reason for launching the TV commercial? What do people think about Hero MotoCorp’s future without Honda? Post-spilt up, what brand image does Hero MotoCorp have in the minds of the people?
?
?
?
TARGET GROUP AND SAMPLE SIZE
Males and Females ? Age Group : 20-35 ? Sample Size: 53 ? Method Used: Convenience Sampling
?
ANALYSIS
NEW CORPORATE IDENTITY
Logo Identification
No 49%
Yes 51%
TV COMMERCIAL
Seen the TVC?
No 6%
Yes 94%
REASON FOR LAUNCHING TVC
To establish a separate identity as Hero Moto Corp To launch a new brand of Motor Cycle
16% 8% 12% 30% 34%
To brand itself as Indian brand
No Idea
Others
LIKE THE AD?
7 out of 50 (14%) said they did not like the ad ? The remaining 43….
?
A.R. Rehman 13% 11% 22% 43% 11% Song/Jingle Motivates/Inspires Good Message Asthetics
YES….BUT CAN WE?
? Statement
“Hero Moto Corp can produce high quality motorbikes without the help of Honda”
Strongly Disagree 14% 4% 17% Disagree 40%
25%
Niether Agree nor Disagree
Agree
Strongly Agree Sample Size: 50
CAN YOU NAME OUR NEW BABY?
Impulse 31% 50% 6% 13% Passion Pro Maestro
Don’t Know
Sample Size: 50
ADJECTIVES…
Reliable 7% 22% Cheap 25% Costly 7% 39% Indian
Rugged
Sample Size: 50
GIVEN ENOUGH MONEY….
Bajaj 19% 13% 19% 12% 21% Kawasaki Kinetic
Royal Enfield
Hero Yamaha Others Sports Bike
6%
2%
8%
SO WHAT MATTERS?
Mean Value
9
8 7 6 5 4 3 7.47 7.39 7.79 7.06 6.93 6.75 6.02
2
1 0 Brand Price Service Mileage Looks Power Woman’s Opinion
CONCLUSION
The Reach of Ad is considerably good. ? Most of the respondents like the concept and song of the ad, ? But half of them failed to recall the new logo. ? Majority of the respondents knew the purpose behind launching the ad campaign. ? More than half of the respondents agree that Hero can manufacture same quality of products without Honda. ? Service ,Brand, Price & Mileage important while buying
?
doc_246046068.pptx