2. ORDINARY IS OUT…

3. ORDINARY IS OUT…
AMAZING IS IN!

4. HONDA: A BRIEF OVERVIEW
Manufacturer of automobiles, motorcycles and power equipment, headquartered at Tokyo, Japan.
World’s largest motorcycle manufacturer
World’s largest IC engines manufacturer
World’s 8th largest automobile manufacturer
Brand Honda: Innovation and quality assurance

6. PRODUCTS PRODUCT MIX PRODUCT
Core benefit- Why one purchases a car?- medium of transportation
Basic product- BRAND-honda, spacious, many colours,

7. KEY FEATURES
KEY FEATURES

8. PRICE
PRICE

10. PLACE
PLACE
SALES
SERVICES
3 S
SPARES
179 Outlets

11. PROMOTION
PROMOTION
Youtube Advertisement:

12. PESTLE ANALYSIS Political Economic Social Technological Legal
PROMOTION
PESTLE ANALYSIS
Political
Economic
Social
Technological
Legal
Environmental

13. POLITICAL FACTOR Political Factor
Green Tax: Government may or may not consider any additional cess on diesel cars, control their sales and make up for the subsidy that is given to the fuel. Currently, petrol and diesel cars are taxed at the same rate.
The Supreme Court had sought the centre’s response to a radical plea for collection of 25% of the cost of a diesel car or SUV sold in the national capital region as green tax at the time of its purchase to deter people from buying them as they are considered more polluting than petrol cars.

14. ECONOMIC FACTOR Economic Factor
Slowdown pressures clearly weigh heavy on car sales as the festive cheer failed to add much fervor to demand in last November, dampened by high interest rates and uncertain economic climate.
Till there is a decrease in interest rates for corporate or retail credits, financing rates will remain high for auto customers which is a cause of concern.
The adverse market conditions due to high interest rates and inflation continued to pose challenges to growth.

15. Socio Environmental Factor
Amaze will join the Brio hatchback in the eco car program where the government has offered a host of incentives to automakers as part of the drive towards cleaner emissions.

16. TECHNOLOGICAL FACTOR Technological Factor
Owing to the considerable difference between the prices of Petrol and Diesel, Indian customers are heavily inclined towards Diesel vehicles. This fact has made many auto manufacturers come up with Diesel vehicles.
By launching its first Diesel vehicle in India, Honda is all set to leave a long lasting impression in this category as well. This technological factor would pave the road for future Diesel range of Honda motors throughout the world.

17. LEGAL FACTOR Legal Factor
Honda Amaze belongs to the compact sedan category, meaning it is less in length when compared with a regular sedan. Reduction in length as well as eco-friendly nature of Amaze has entitled it to reduced taxation per unit. From 25%-27% to 12%, the reduction in taxes is tremendous.

18. ENVIRONMENTAL FACTOR Environmental Factor
Honeywell Turbo Technologies, a global leader in automotive turbocharger development, has designed and built the turbocharger for Honda Amaze. This device offers excellent fuel economy and reduced emissions without sacrificing performance.
Noise reduction mechanism in the vehicle makes sure minimum noise pollution. Despite being a Diesel car, the noise levels of Honda Amaze are comparable with those of a typical Petrol vehicle.

20. SEGMENTATION Geographic segmentation : Demographic segmentation :
Regions :
Metro cities
Tier II and III cities – Currently totalling 102 cities
Demographic segmentation :
Age and Life cycle stage :
Family decision makers
Corporate executives in age group 25-35
Income :
Mid-income and upper-mid income groups

21. SEGMENTATION Psychographic segmentation: Life style :
Convey status
Stylish design and looks at affordable price
Preference for Sedan compared to Hatchback
Behavioural segmentation :
Benefit :
Quality
Fuel efficiency

22. TARGETING Mid-income and upper-mid income families
Young corporate executives
Two wheeler upgraders

23. Status symbol Fuel efficient High quality Spacious Value for money
POSITIONING
Status symbol
Fuel efficient
High quality
Spacious
Value for money

24. CONSUMER BEHAVIOUR Consumer Behaviour Disposable Income
Increase in employed youth
Family Size
Family Needs
Better safety at roads
Lifestyle
Mileage

25. CONSUMER BEHAVIOUR Consumer Behaviour Trunk space and lights
One of the most important parameters is Family needs. The important features required by families are :
Trunk space and lights
Increased Leg space
Cup and Bottle Holders
Music System with Front and Rear speakers
Highly comfortable seats
High end colours available

26. CONSUMER BEHAVIOUR Consumer Behaviour Front Dual SRS Airbags
The following road safety features exist in Honda Amaze :
Front Dual SRS Airbags
Front Seat Belt pretensioner with Load Limiter
ABS with EBD
Driver Seatbelt Reminder
High Mount Stop Lamp

27. 7 ‘O’ FRAMEWORK 7O Framework Occupant Working Class Object
Compact Sedan
Objective
Stated Needs : Spacious, beautiful, road safety, mileage
Unstated needs : self esteem, moving up in social groups
Occasion
Festivals, Promotion, Marriage
Outlet
Showrooms
Operations
Sales, Services & insurance
Organisation
Initiator : Relatives, Friends, Ads
Influencer : Friends, Spouse, Children, Parents
Decider : For a family, generally its Father
Purchaser : For a family, both Father and Mother
User : Family members

28. Other Assets(patents/trademarks)
Brand Equity
BRAND EQUITY
Brand Awareness
Perceived Quality
Brand Equity
Other Assets(patents/trademarks)
Brand Associations
Brand Loyalty

29. BRAND AWARENESS Regional Newspapers: Target the head
TV: Target the heart
Social Media: The #HondaDiesel trended nationally on the 3rd position, receiving around 8,467 tweets, 5,169+ retweets and 843 mentions, thus reaching 3.04 million Twitter users.

30. PERCEIVED QUALITY Perceived Quality Overall Average 4.25 Looks 3.5
 3.5
Performance  4
Space/Comfort
Fuel Economy
4.75
Value For Money

31. BRAND ASSOCIATION PATENTS/TRADEMARKS
More than 1 lakh cars sold in 16 months
Fastest in history of Honda
PATENTS/TRADEMARKS
Patented in China
Will Honda export to China?

32. COMPETITOR ANALYSIS

33. MAJOR COMPETITORS MAJOR COMPETITORS : Hyundai Xcent Maruti Dzire
OTHER COMPETITORS:
Tata Indigo and Tata Manza
Mahindra Verito Vibe
Toyota Etios
Chevrolet Sail

34. SPECIFICATION BATTLE Hyundai Xcent Honda Amaze Maruti Swift Dzire
Hyundai Xcent
Honda Amaze
Maruti Swift Dzire
Engine
1.1l, 3 cyl, CRDI
1.5l, 4 cyl, i-DTEC
1.3l, 4 cyl, DDiS
Max Power
72PS
100PS
75PS
Max Torque
180.4Nm
200Nm
190Nm
Wheelbase (mm)
2425
2405
2430
Dimensions in mm (LxWxH)
3995x1660x1520
3990x1680x1505
3995x1695x1555
Fuel Efficiency (claimed)
24.4kmpl
25.8kmpl
23.4kmpl
Kerb Weight NA
1060kg
1050kg
Price (Ex-Delhi)
5.57lakh
5.97lakh
5.78lakh

35. FEATURE BATTLE Hyundai Xcent Honda Amaze Maruti Swift Dzire Styling 2
Hyundai Xcent
Honda Amaze
Maruti Swift Dzire
Styling 2 1 3
Interiors
Performance
Driving Dynamics
Safety
Mileage
Equipment
Verdict

36. FEATURE BATTLE Hyundai Xcent Honda Amaze Maruti Swift Dzire Autocar 2
Hyundai Xcent
Honda Amaze
Maruti Swift Dzire
Autocar 2 1 3
Motorbeam
Overdrive
Cartrade
Zigwheels
CarDekho

37. FUTURE COMPETITORS Tata Zest Volkswagen New Vento Toyota Vios
Peugeot 301
Fiat Viaggio

38. Market Research
MARKET RESEARCH

39. SWOT ANALYSIS Threat Economic slow down Opportunities Weaknesses
Strengths
Strong brand image
R & D capabilities
Fuel efficient and Eco- friendly engines
Weaknesses
Expensive spare parts and labour cost
No emergency service facility available
Low production capacity- long waiting period
Declining operating margins
Opportunities
Hybrid Technology
Less competition in diesel variants cars ( mid sized –sedan)
Advent of e-commerce
Threat Economic slow down
Competition
Tightening emission control
Sales outlets are less in number comparatively

40. Recommendation
PORTER’S FIVE FORCES

41. RECOMMENDATIONS Recommendation
Increase the production capacity to meet the demand which in-turn reduces waiting period
Increase dealerships and service networks
Increase promotions and advertisements
Market penetration strategies in rural areas

42. 4 Group Presented by: Rohith Aravalli Karan Dedhia Rishi Jain
Vineet Mishra
Priyesh Saurabh
Yashowardhan Swami
Krati Rathi
Group 4