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To power its brand activation on all fronts, the two-wheeler major also launched a slew of new brands and variants in order to create excitement around the brand. It realised that during the economic downturn, it’s difficult to play solely on pricing. So it embarked upon the strategy of new launches and set the ball rolling for Hero Honda’s 100cc Passion Pro Power Start, and introduced variants of Splendor NXG, CBZ & Pleasure. Now the two-wheeler czar aims to launch bikes in each segment unlike Bajaj, which has strong presence only in the premium segment with Bajaj Pulsar or TVS. Hero Honda, with over 15 models in its kitty, is present in all categories with CD Dawn & CD Deluxe gracing the entry level segments; Pleasure (targeted at women); and Karizma & CBZ Extreme positioned in the premium segment. If Super Splendor talks of mileage, Hunk & Achiever flaunt the style quotient.
The brand’s association with the sensational MTV Hero Honda Roadies – Hell Down Under and Hero Honda Sa Re Ga Ma Pa also helped it garner buzz. Even though the profile of the youth targeted in both the shows was different, yet it played upon the aspirations of small town youth to make it big in a tough world. Hero Honda has also been quite active in promoting the brand at the regional front by co-sponsoring regional events like Miss Kerala 2009 for instance.
Besides, their rural campaign “Har gaon, har aangan” also did wonders to the company’s rural sales, which rose to double digit growth (yoy) in May. Adds Dua, “We instituted a dedicated rural vertical in late 2007 to bring all our rural initiatives under one umbrella with the vision of “Har Gaon Har Aangan”. This has further strengthened our presence in the rural market, with the contribution of rural sales to our total sales going up to 40% from about 37-38% three years back.”
Small surprise that Indian consumers have been giving this brand on wheels a big thumbs up so far. After all, winning the buzz war is half the battle won in ensuring first recall, then loyalty...
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Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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