T A B L E O F C O N T E N T

1.ABOUT CNG2.MARKET ANALYSIS3.MARKET SEGMENTATION4.TARGETING5.POSITIONING6.SWOT ANALYSIS7.MARKETING MIX8.MARKETING STRATEGY

A B O U T C N G

Most viable alternate fuel for automobile companies in the near future

Throughout the world there are 9.6 million vehicles running on CNG

CNG is environment friendly; economic, availability is in abundance and high in calorific value

Transports fitted with a CNG kit are already running in cities like New Delhi, Mumbai and Hyderabad

MARKET ANALYSIS

Market analysis

Data collection through questionnaires distributed in

1. Men’s compartment in local trains 2. Parking lots 3. Questionnaires distributed on BBM and

whatsAppWe found out the following results:

People who own bike

59%

41%yes no

Expenditure on petrol per month

10%

35%

35%

20%

200-500500-800800-12001200 & above

Preference for fuel

50%

35%

15%

Sales

cng &petrolpetrolcng

Willingness to buy a bike

30%

70%

yesno

Willingness and ability to buy CNG fuelled bike

70%

25%

5%

60k-70k70k-80k80k-90k

How will a CNG bike be perceived

75

25

Sales

bad

good

excellent

Other important findings

People between income groups of 1.25 to 5 lakhs were willing to buy a bike with a CNG and petrol variant.

6. 55% out of the total people who were surveyed wanted cost saving bike. 25% people wanted style. 50% people looked for speed.

Economic Analysis

C O S T B E N I F I T :

CONTD..

Environment friendly

Flexibility and ease of use.

Technical analysis :-

The Maintenance Advantage.

Intervals between tune-ups for natural

gas extended 30,000 to 50,000 miles.

Environmentally clean advantage

CNG makes the engine run quieter.

CONTD..

CNG tanks require storage space.

CNG Filling stations have limited

availability.

It produces 15% low power than that of

petrol

M A R K E T S E G M E N T A T I O N

GEOGRAPHIC : States like Maharashtra, Delhi, Banglore, Gujarat as well as other rural areas.

DEMOGRAPHIC : Males between the age of 25 to 50 with an income of 300000 and above. Also people having travelling intensive jobs or occupation.

PSYCHOGRAPHIC : Middle class BEHAVIOURAL : People who are of economical

nature and have a good usage rate of bikes.

T A R G E T A U D I E N C E :-

Males in the age of 25 yrs to 50 yrs

People who are on the go, who have travel

intensive jobs.

Restaurants who have delivery systems.

Overall - middle class males who use bikes

frequently for all their daily chores.

TARGETING STRATEGY:- Undifferentiated

targeting

P O S I T I O N I N G :-

Cost saving and eco-friendly

M A R K E T I N GM I X

P R O D U C T :-

1.Product name: HONDA ECO BIKE

2.Product variants: a. CNG modelb. Petrol and CNGmodel 3. Tagline: GO GREEN..FOLLOW THE

CHANGE

PRODUCT SPECIFICATION

Engine Type - 4 Stroke ,Single Cylinder, Air cooled. Max Speed -85km/h. Max Power -7.4kw at 8500r/min. Brakes/Front – Disk. Brakes/Rear – Drum. Start System - Electric / Kick. Tire Size/Front - 2.75-18. Tire Size/Rear - 3.00-18. Wheel Material – Aluminium. Length*Width*Height - 1950*720*1165. Wheelbase -1280mm. Dry Weight - 130kg. Max Loading Weight - 130kg. Fuel Capacity - 13.0L. CNG Capacity – 3 kg.

PRODUCT BENEFITS

The driving experience: Cost Air quality Reducing reliance on foreign oil Extra mileage

P R I C E :-

1.Price for CNG model: 65000

2.Price for CNG and petrol model: 75000

3. strategy – RAPID Market penetration strategy.

P L A C E :-

1.Using own channels of distribution

2.SBI has 13000 outlets and PNB has 6429 outlets across India(for rural areas)

3.Honda has 1577 touch points all over India. It has an army of 452 dealers where urban rural break-up is 254 and 198 respectively

P R O M O T I O N :-

1.Hoarding and poster all over country: - 3 crores

2.Social media promotions: - 60000 for 3 months

3.TV ads: - 4 crores

4.Magazine :- 1 crore

5.News paper ads: - 30 lakhs

6.ECO–rally go green: 1 Lakh

S W O T A N A L Y S I S :-

STRENGTHS:1.products benefits like cost saving, eco

friendly, tax exemption which will attract a lot of customers.

2. Brand name Honda3. Strong distribution channel

WEAKNESS

1. Technical constraints such as low pick

up, product design hampered by fitting

a CNG tank, product weight increased.

3. Increase in purchase cost.

4. Limited availability of CNG in some

areas

THREATS:

1. CNG price uncertainty in future.

2. Introduction of new technology such as

bikes using water as fuel.

OPPORTUNITIES:

1. Increase in gasoline price

2. Inflation

3. Increase in pollution due to the gasoline

emissions.

T H A N K Y O U