presentation honda amaze
DESCRIPTION
Honda Amaze - Consumer BehaviourTRANSCRIPT
Presented by :
Malvik MajithiaUpama SahaJoshi DasAkshita BhatiaAniruddha SarawgiSaahil Sinha
Project on Consumer Behaviour towards Car Purchase
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
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…
New Honda Amaze
Milestones Honda launches its new family sedan Amaze in India
Published: Thursday, April 11, 2013 Honda Cars India Ltd. clocks highest ever India sales
in May 2013
Published: Saturday, June 01, 2013 Honda Cars India flags off ‘Drive to Discover’ rally wit
h Honda Amaze from Peninsular Honda, Thiruvananthapuram Published: Thursday, August 22, 2013
Honda Cars India achieves 30,000 Honda Amaze sales milestone
Published: Thursday, August 29, 2013 Honda Cars India Ltd. records 63% sales growth in A
ugust’13
Published: Monday, September 02, 2013
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
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
HOW HONDA WENT ABOUT IN MAKING 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
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
“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
Competitors take on Amaze
Dzire posted its highest monthly sales ever at 20,078 units, outselling its sibling Swift in the process
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
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.
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
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
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
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
• Features• Engine Power
• Interiors
• Looks/Style• After Sales Service
NEUTRAL •Brand Image
• Price• Fuel
Efficiency
Purchase Behaviour of customers
Purchase Behaviour of customers
Incentives for buying
Motivation Cues
RewardsReinforcemen
ts