HERO HONDA MOTORS LTD.

HERO HONDA KARIZMA

HERO HONDA MOTORS LTD.

The joint venture between India's Hero Group and Honda Motor Company, Japan has not only created the world's single largest two wheeler company but also one of the most successful

joint ventures worldwide. During the 80s, Hero Honda became the first

company in India to prove that it was possible to drive a vehicle without polluting the roads. The

company introduced new generation motorcycles that set industry benchmarks for

fuel thrift and low emission.

Over 19 million Hero Honda two wheelers tread Indian roads today. These are almost as many as the

number of people in Finland, Ireland and Sweden put together!

Hero Honda has consistently grown at double digits since inception; and today, every second motorcycle

sold in the country is a Hero Honda.Hero Honda bikes currently roll out from two

globally benchmarked manufacturing facilities based at Dharuhera and Gurgaon in Haryana. These plants

together are capable of churning out 3.9 million bikes per year. A third state of the art manufacturing

facility at Haridwar in Uttranchal will soon be commissioned to cope with sustained customer

demand.

HERO HONDA’S MISSION

Hero Honda’s mission is to strive for synergy between technology, systems and human resources, to produce products and services that meet the

quality, performance and price aspirations of its customers. At the same time maintain the highest standards of ethics and social responsibilities.

This mission is what drives Hero Honda to new heights in excellence and helps the organization

forge a unique and mutually beneficial relationship with all its stake holders.

HERO HONDA’S MANDATE

Hero Honda is a world leader because of its excellent manpower, proven management, extensive dealer

network, efficient supply chain and world-class products with cutting edge technology from Honda Motor

Company, Japan. The teamwork and commitment are manifested in the highest level of customer satisfaction,

and this goes a long way towards reinforcing its leadership status.

Hero Honda's extensive sales and service network now spans over 3000 customer touch points.

Hero Honda values its relationship with customers.Having reached an unassailable pole position in the Indian two wheeler market, Hero Honda is constantly

working towards consolidating its position in the market place.

HERO HONDA KARIZMA

Hero Honda Karizma was the first real sports bike in India. The bike addresses to those who have a passion for speed and styling and head-turning looks. It has 17 ps power

thrust and picks up 0-60 in 3.8 heart-stopping seconds. The bike is based on power and styling. Disc breaks and Mag

wheels makes Karizma the safest jet on the road.

STRIKING FEATURES

4-Stroke 16.8 bhp @ 7000 rpm 223 cc Style Sporty position of the seat It stands on its feet even at speeds

reaching up to 130 kmph Fuel Efficient

S.W.O.T. ANALYSIS OF KARIZMA STRENGTHS

• It’s speedy and looks sporty

• Karizma is the First bike in India launched under Sports Bike Segment.

• Loyal Customer Base: In the past four years, Karizma has been successful in building up a good and loyal base among its customers.

• After Sales Service: Till today, customers are satisfied with the after sales service provided by Hero Honda for this particular product.

• Refinement, comfort, great handling and that much-sought-after big bike feel are all available on the Karizma.

• Brand Recall: the name Karizma itself is a metaphor to its success. The brand Karizma has given a good platform to this product in the Sports Bike Segment.

WEAKNESS• • High Maintenance: The maintenance of Karizma is

high as compared to its biggest competitor Bajaj Pulsar 200cc and 220cc.

• Fuel Efficiency: The pulsar 200cc offers an impressive mileage of 38.3kpl in city and 42.4kpl in highway against the Karizma offers only 30kpl in city and a decent figure of 45kpl in highway.

• Less Promotion: the promotions and ads of Karizma are very less as compared to its competitors.

OPPURTUNITY• If Hero Honda comes up with the idea of

changing some features of Karizma, like self canceling indicators, soft touch handle bar and digital speedometer, it will help them to boost up the sales of Karizma.

• If they are able to improvise the fuel efficiency of Karizma, it will be a golden opportunity to take over the market.

THREATS• The major threat faced by Hero Honda Karizma is

from Bajaj Pulsar, who has always been the market leader in the 150 plus segment with 60% market share.

• Karizma’s strong competitors Bajaj and TVS, in 150 cc plus segment, already posses certain features like self-controlling indicators, soft touch handle bar which Karizma lacks.

• The competitor Pulsar 200cc has already come up with oil cooled engine which delivers maximum power. This is again a major threat to Karizma.

4 P’s OF MARKETING

• PRODUCT

• PRICING

• PROMOTION

• PLACE

PRODUCT

DESIGN, ENGINEERING AND INTERIORS

Hero Honda has taken a lot of styling cues for this bike from Honda’s old model VFR 800, the Japanese giant’s legendary and largest selling superbike. Similarities are visible in the alloy die-cast wheels, the tailpiece, the front indicators, the fairing, the silencer unit, seat, panel shapes and instrument binnacle. Even the way Hero Honda has painted parts of the

side panels silver to look like exposed aluminium frame sections, reminds one of the genuine thing on the VFR.

Fit and finish is excellent and no less than the high standards we have come to respect Hero Honda for. Crafted an aircraft-type

fuel filler cap onto the tank. The amber backlighting for instruments is exciting. Being connected directly to the battery, all lights and instruments work independently of the rpm of the

engine, and are a boon at night.

COLOUR

• Candy Blazing Red • Sparkling Silver • Turquoise Blue • Moon Yellow • Pearl Composed Red Black • Myth Gold Metallic

BRANDING BRAND NAME: KARIZMA

In Hindi, “KARISHMA” means “something inexplicably magical”. In English, “CHARISMA” (pronounced Karizma) means “the ability to inspire followers with devotion and enthusiasm”. The way this bike has turned out to be, it is probably both. The monogram of Karizma itself is very attractive and eye catchy because of the color.

The company has tried to attract the customers by changing the graphics of Karizma which represents the bike’s cutting edge imagery of being racy.

International styling graphics with a pronounced `R’ on the tank and an asymmetrical one on the visor in keeping with the latest international trend.

PRICING

The new Karizma will also continue to be priced at almost the same level as the

previous version, with on-road prices for the regular variant working out to Rs 79,000-

80,000. The special edition variant with red mag-wheels will be costlier by about Rs

1,000.

PROMOTION

ADVERTISMENT A fighter plane is on a regular sortie when the pilot

notices a moving object. Zooming his camera, he captures a bike cruising at high speed. Informing the control tower, the pilot dives in for a closer look.The bike gathers speed and enters a tunnel to beat the fighter aircraft. Reaching the air-base, the rider meshes with the staff as they examine the images of the motorcycle, unaware that its owner is amidst them.

HERO HONDA KARIZMA JET SET GO

“This super bike will surely match my super hero image,” Hero Honda brand ambassador Hrithik said, as Hero Honda Managing Director Pawan Munjal handed over

the keys to the star.The all-new-Karizma has been created by the Hero Honda’s research and development team to mark the

company’s highest-ever sales of over 3.03 lakh units in May 2006.

Celebrating its milestone of rolling out 15 million bikes, two-wheeler major Hero Honda, presented a tailor-

made ‘all-chrome Karizma’ motorcycle to Bollywood star Hrithik Roshan.

The customized all-chrome Karizma truly befits our brand ambassador and style icon Hrithik Roshan,” Mr Pawan Munjal said. Group Chairman Brijmohan Lall Munjal said, entertaiment and sports are everyone’s

favourites. Though, they are not physically involved in sales, celebrities help in promoting the product, he

said.

PLACE CHANNELS OF DISTRIBUTION

As a company, dealers play a major role in serving customers, while growing and sustaining markets. Hero Honda has a

network of more than 3500 strong and dedicated Authorized dealers. A network that has helped Hero Honda’s name and its

promise of reliable quality to every part of the country. The power of this highly efficient and motivated network goes a long way to create goodwill for Hero Honda brand among

countless consumers besides creating availability and after sales services.

The channel of distribution is a direct dealer network. A direct dealer is a dealer who is authorized to purchase the product

directly from the company and sell.

THANK YOU

PRESENTED BY

BHARAT BHANDARI

PRATEEK SHARMA

TOSH KUMAR KESHRI