DEPARTMENT OF BUSINESS ADMINISTRATION,NIT-K

PRESENTATION ON HONDA COMPANY

THE POWER OF DREAMS

Industry Introduction
Automobile is one of the largest industries in global market. Being the leader in product and process technologies in the manufacturing sector, it has been recognized as one of the drivers of economic growth. During the last decade, well directed efforts have been made to provide a new look to the automobile policy for realizing the sector's full potential for the economy. Aggressive marketing by the auto finance companies have also played a significant role in boosting automobile demand, especially from the population in the middle income group. Two-wheeler segment is one of the most important components of the automobile sector that has undergone significant changes due to shift in policy environment. The two-wheeler industry has been in existence in the country since 1955. It consists of three segments viz. scooters, motorcycles and mopeds. In India there are some MNCs and Indian company dealing in automobile sector. The main key players who are dealing in this sector are Hero Honda, Bajaj, Yamaha, Honda, and TVS. Hero Honda is the biggest player in this sector in India as well as in the world and playing a very important role in two wheeler automobile sector. Hero Honda, Bajaj and TVS are the Indian companies and Yamaha & Honda are international automobile brand.

Company Introduction
Honda is the world's largest manufacturer of 2-wheelers. Its symbol, the Wings, represents the company's unwavering dedication in achieving goals that are unique and above all, conforming to international norms. These wings are now in India as Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI), a wholly owned subsidiary of Honda Motor Company Ltd., Japan. These wings are here to initiate a change and make a difference in the Indian 2-wheeler industry. Honda's dream for India is to not only manufacture 2-wheelers of global quality, but also meet and exceed the expectations of Indian customers with outstanding after sales support.

About Honda Motorcycle & Scooter India Pvt. Ltd.

Official Name Established Place Investment Representative Factory Location Production Capacity

Honda Motorcycle & Scooter India Pvt. Ltd. 20th Aug, 1999 Manesar, District Gurgaon, Haryana, India Rs. 300 Crore Mr. Shinji Aoyama, President & CEO Manesar, District Gurgaon, Haryana, India 10,000,00 Units per Year

Mission Statement

Human Use of Human Ideas

Vision Statement

To Achieve the Most Admired Brand Status by 2010

Objectives
Respect for individuals. - Initiative - Equality - Trust The three joys. - The joy of manufacturing high quality products. - The joy of selling high quality products. - The joy of buying high quality products.

Core and Auxiliary Needs

Core Needs
Transportation Transportation Transportation Transportation Transportation

Auxiliary Needs
Speed, Fashion Income (Middle Level) Professionals, Mileage Fashion, Speed, Royalty Professionals, Life Style

Brands
Activa Dio Eterno Unicorn Shine

Transportation
Transportation

Speed, Fashion, Mileage

Speed, Uniqueness, mileage, Royalty

Aviator
Stunner

Company SWOT Analysis

Strength Reliable brand name Affordable price Honda having high tech engines HMSI (Honda Motorcycle and Scooter India Pvt.Ldt) is the subsidiary company of Honda Motors Ltd. Which is the largest company in the proposed sector Weakness Less number of service center Spares parts are not easily available Low product range Maintenance cost is very high

Opportunity Increase in product range Untapped market above 180 cc in motorcycles. More maturity and movement towards higher-end motorcycles Honda can be use brand image of Hero Honda Threats There is high competition in the market Threat of cheap imported motorcycles and components from China

Different Brands and Features

Different Brands:
Honda Activa Honda Dio Honda Eterno Honda Unicorn Honda Shine Honda Aviator Honda CBF Stunner Honda CBR 1000 Honda CBF Twyster

Features of Brands
Honda Activa 102CC:Designed for Everyone
FEATURES: Flush surface. Multi-reflector light. Low seat with high ground clearance. Movable front fender. Sleek and aerodynamic styling. Low noise 4-cycle engine. Metal Body. CLIC mechanism.

Honda CBR 1000:

FEATURES: Sharper rear styling with revised shape and new taillight with clear lens Sharp exhaust muffler appearance with aluminium muffler cover New graphics and colours Improved crankshaft inertia mass

Punch lines of Brands

Honda Activa 102CC: Designed for Everyone Honda Dio 102CC: Get Noticed Honda Eterno 150CC: Get More Honda Unicorn 150CC: Be A Wing Rider Honda Aviator 102CC: Live Your Style

Brand Competitors
Brands
Honda Activa, Honda Dio, Honda Aviator, Honda Eterno Honda Unicorn

Competitors
Hero Honda Pleasure, TVS Scooty Pep ,TVS Scooty, Bajaj Wave.

Bajaj Pulsar DTS-i, Hero Honda CBZ Extreme, Hero Honda Achiever, Hero Honda Ambition.

Honda Shine

Bajaj Discover DTS-i, Hero Honda Glamours, TVS Victor GLX, Hero Honda Passion Plus, Hero Honda Splendor NXG, Yamaha Gladiator.
Bajaj Avenger DTS-i, Hero Honda Karizma, TVS Apache, Yamaha FZ.

Honda Stunner

Four Ps of Honda
Product Price Place or Distribution Channel Manufacturer Promotion Honda Activa Honda Dio
Manufacturer

41,000 36,908

TV Advertisement News Paper

Honda Eterno
Honda Unicorn

36,526
57,647

Dealer

Magazines
Discount

Honda Shine
Honda Aviator Honda Stunner

46,806
43,104 62,097

Customer

Festival Offers
Coupons Snoopers

Pricing Strategy: Competitive based pricing Strategy.