honda mid segment sedan brand equity market research

BRAND EQUITY

Agenda

Company at a Glance

Objective

Scope of the Project

Methodology

Findings

Conclusion & Recommendations

Company at a Glance

Head Office Tokyo Japan

Established September 24, 1948

Product Portfolio : Small Cars , Mid-Segment Sedans , High-Range Vehicles

Valued at $19.4bn by “InterBrand” and Brand Ranking 19

Won Best Resale Value Award, Best Residual Award, Greenest Vehicle Award, Greenest Automaker in 2011-12

Objective

•To identify the sources of Brand Equity for Honda

•To measure the Brand Equity of Honda relative to competitors.

Scope of the Study

For our study we have taken into account Honda

Sedan Cars belonging to mid segment.

Considered only the sources of Customer

Based Brand Equity.

Study is limited to Indian market

context.

Methodology

Qualitative Survey

Identified Sources of Brand Equity & Questionnaire Design

Quantitative Analysis

Depth Interviews

Sources of Brand Equity

Brand Awareness

Loyalty

Perceived Quality

Brand Associations

Market Behavior

1.Top of the mind recall

2.Brand Recall

1.Price Premium

2.Customer Satisfaction

1.Quality

2.Leadership

1.Value for Money

2.Brand Personality

Sampling

Sample Size : 50

17, 34%

7, 14%

26, 52% Honda

Switchers

Non-Customers

Top of the Mind Recall

What is the first car brand you think of in mid range sedan segment?

16

10

17

7

0

5

10

15

20

Hyundai Toyota Honda Others

Respondents

Respondents

Un-Aided Brand Recall

Identify the logo

39

11

0

5

10

15

20

25

30

35

40

45

Identified Not Identified

Respondents

Price Premium

Are u willing to pay a price premium For Honda City over Toyota Corolla?

How much Price Premium are you willing to pay for a Honda?

79%

21%

Yes

No

2

8 7

1 1 0

2

4

6

8

10

0-50k 50k-100k 100k-150k 150k-200k 200k+

How much Premium?

Customer Satisfaction Were you satisfied with the level of Customer Service provided By Honda?

Would you recommend Honda cars to others?

15

2

4

3

0

2

4

6

8

10

12

14

16

Satisifed Dissatisfied Satisifed Dissatisfied

Current Honda Customers Past Honda Customers

Series1

63% 8%

29%

0%

Chart Title

Current HondaCustomers Yes

Current HondaCustomers No

Past HondaCustomers Yes

Past HondaCustomers No

Perceived Quality

Rate the following Brands : Honda, Volkswagen & Toyota on a scale of 1-5 on Quality.(Appropriate Frame of reference was provided)

4.08

3.86

3.48

3

3.2

3.4

3.6

3.8

4

4.2

Honda Toyota Volkswagen

Quality

Quality

Leadership/Popularity

Rate the following On a scale of 1-5 which is the most Innovative Brand amongst the following : Toyota ,Honda & Volkswagen?

Which according to you is the most popular Brand of Cars in the range of 8-12 lac amongst the following :Toyota ,Honda & Volkswagen?

3.88

3.48

3.58

3.2

3.3

3.4

3.5

3.6

3.7

3.8

3.9

4

Honda Toyota Volkswagen

Innovation

0 10 20 30

Volkswagen

Toyota

Honda

Value for Money

Rate the following Brands : Honda, Volkswagen & Toyota on a scale of 1-5 on Value for Money

3.54

3.86

3.4

3.1

3.2

3.3

3.4

3.5

3.6

3.7

3.8

3.9

Honda Toyota Volkswagen

Value for Money

Brand Personality

Which Words do you associate with Honda Cars ?

Status

Class

Excellent

Driving

Experience

Luxury

Trustworthy

Conclusion

Brand Awareness -78%

Customer Satisfaction - 79.2%

People willing to recommend the Brand - 92%

Net Promoter Score - 92%-8%=84%

Ranks High on Quality & Innovation

High Popularity

Ranks 2nd on Value for money

Brand Health

Brand Strength

Customer Satisfaction

Quality Innovation

Brand Stature

High Awareness

Strong Association to Prestige & Luxury

Recommendations

Mass Media Marketing

Brand Ambassador for Brio

Launch Diesel variants

More product options