presentation honda amaze

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Presented by : Malvik Majithia Upama Saha Joshi Das Akshita Bhatia Aniruddha Sarawgi Saahil Sinha Project on Consumer Behaviour towards Car Purchase

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Honda Amaze - Consumer Behaviour

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Page 1: Presentation Honda Amaze

Presented by :

Malvik MajithiaUpama SahaJoshi DasAkshita BhatiaAniruddha SarawgiSaahil Sinha

Project on Consumer Behaviour towards Car Purchase

Page 2: Presentation Honda Amaze

History: Honda Cars India Ltd

Established in 1995 Product Range includes:

Honda Brio Honda Amaze Honda City Honda Accord and Honda CR-V

Globally recognized for its concern towards environment, safety and conservation of the society 

Page 3: Presentation Honda Amaze

Honda Environmental Vision:

Realizing “the Joy and Freedom of Mobility” and “a Sustainable Society where People Can Enjoy Life”

Global Environmental Slogan:

Blue Skies for Our Children

History Continued…

Page 4: Presentation Honda Amaze

New Honda Amaze

Page 6: Presentation Honda Amaze

Why Amaze India?

Significant Market for automobiles Export of engine parts to European markets Proximity to Raw Material Source City, Accord, Civic, CRV Amaze:

First entry in the compact sedan segment First ever use of diesel engine by Honda in India Complements its strategy to include export of

diesel engine parts to Asia and European markets

Page 7: Presentation Honda Amaze

Why Amaze India?

Growth in the Segment Compact sedan segment is the fastest growing Diesel variant is necessary for survival

Reduced excise duty <4m length and < 1.2 Litre engine = 12% as compared to 24-

27% Translates to cost differences of 50K-70K

Market demands – make a product to please 1.2 billion In India, sedans are associated with luxury, but they have

traditionally been too big and cumbersome to navigate on Indian road

Meet the needs of a price sensitive market while maintaining Honda’s reputation of reliability

Utility Perception of the Consumer Status Symbol: “3-box car” at the price of a hatchback

Page 8: Presentation Honda Amaze

HOW HONDA WENT ABOUT IN MAKING AMAZE

Page 9: Presentation Honda Amaze

Cost

cutting costs doesn’t mean cutting down on quality …Hisao Takahashi,President, Honda R&D Asia Pacific

search the Indian market for what kind of materials were available

what kind of suppliers there were to produce the best quality

advantage of India’s tax structure and designed a sub-four-metre sedan

Page 10: Presentation Honda Amaze

If there was no India, there would be no AmazePeople wanted a compact car’s exterior footprint with limousine-likeinterior comfort.

compact car the road presence of a prestigious sedanTriangular shape

popular color for the interiors in India is beige, since it signals luxury

wheelbase by 60mm to liberate more space in the cabin

observed was that Indian people have longer legs, and so this car had to have more legroom

It had to be comfortable in the front, comfortable in the back, and also have a big boot that you can put a lot of stuff in

Page 11: Presentation Honda Amaze

“The all-new Honda Amaze is equipped with a new-generation 1.5L i-DTEC diesel engine, which has been specially developed for India, and the popular 1.2L i-VTEC petrol engine --Hironori Kanayama, President & CEO, Honda Cars India Ltd

Page 12: Presentation Honda Amaze

Competitors take on Amaze

Dzire posted its highest monthly sales ever at 20,078 units, outselling its sibling Swift in the process

Page 13: Presentation Honda Amaze

Honda can only produce a limited number. Beyond 5000-6000 units a month, it simply does not have the capacity

 Increased spending on marketing and advertisements on the Dzire

The launch of a special Regal edition of the car in tandem with the Amaze launch

Page 14: Presentation Honda Amaze

GAP Analysis

Areas of improvement:

Honda needs to reduce the diesel engine noise

Clutch is hard - driving in city traffic jam will

be painful.

The Instrument panel needs some add on

features .

Needs to improve in Ground clearance.

Page 15: Presentation Honda Amaze

Price Comparison

•The Diesel E variant will be at 5.99 lakhs.Honda Amaze

•Diesel variant starting at 6.71 lakhs.Toyota Etios

•Diesel variant starting at 6.29 lakhs.Chevrolet Sail

•4 Diesel options, prices starting at Rs 6.31 lakhsMahindra Verito

•Diesel variant at 6.23 lakhsMaruti Dzire

•Diesel at 5.91 lakhs.Tata Manza* Source: Economic Times

Page 16: Presentation Honda Amaze

Primary Survey Analysis

69%

28%

3%

Age Groups

18-25 yrs

26-35 yrs

36-45 yrs

Business Service Student0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

Occupation

Percentage

1-3.99 lakhs 4-7.99 lakhs 8-11.99 lakhs 12 lakhs0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

40.0

45.0

Income Levels

Percentage

Page 17: Presentation Honda Amaze

Income * WhichCar Crosstabulation

WhichCar

TotalAmaze DesireIncome 12 lakhs Count 10 5 15

% within WhichCar 25.0% 17.9% 22.1%

1-3.99 lakhs Count 0 2 2% within WhichCar 0.0% 7.1% 2.9%

4-7.99 lakhs Count 15 11 26% within WhichCar 37.5% 39.3% 38.2%

8-11.99 lakhs Count 7 4 11% within WhichCar 17.5% 14.3% 16.2%

N/A Count 8 6 14% within WhichCar 20.0% 21.4% 20.6%

Total Count 40 28 68% within WhichCar 100.0% 100.0% 100.0%

Relationship with Income level

Page 18: Presentation Honda Amaze

Comparative Analysis

Parameter Brand Significance Level Perception Mean ValuesBrand image Honda 0.123 Same

Maruti Price Honda 0.340 Same

Maruti Features Honda 0.005 Different 3.92

Maruti 3.55Engine Power Honda 0.001 Different 3.89

Maruti 3.44Interiors Honda 0.000 Different 3.89

Maruti 3.20Look/Style Honda 0.000 Different 3.47

Maruti 4.20After sales service Honda 0.000 Different 3.29

Maruti 4.21Fuel Effeciency Honda 0.267 Same

Maruti

Page 19: Presentation Honda Amaze

• Features• Engine Power

• Interiors

• Looks/Style• After Sales Service

NEUTRAL •Brand Image

• Price• Fuel

Efficiency

Page 20: Presentation Honda Amaze

Purchase Behaviour of customers

Page 21: Presentation Honda Amaze

Purchase Behaviour of customers

Page 22: Presentation Honda Amaze

Incentives for buying

Motivation Cues

RewardsReinforcemen

ts