IIPM 3-year full-time Integrated (MBA BBA) Programme
“Hero Honda posts its strongest-ever quarter in Q1’ 10” - Wednesday, July 29, 2009.
“Hero Honda reports leadership performance with 50% net profit in Q2’ 09” - Tuesday, October 21, 2008.
Ask the dapper Anil Dua, Sr. Vice President (Sales and Marketing), Hero Honda about Hero Honda’s slowdown-defying growth of late and pat comes the reply: “This growth has been possible primarily due to a smart strategy – which we internally call – the “multi-focal” approach. The strategy is built on four ‘building blocks’ – keep refreshing the product range constantly; build brands and invest continuously in them; keep expanding the distribution network; and support the new launches with innovative 360 degrees communication and ground activation. And we plan to stay true to this strategy.”
In fact, just in the last few years – even as the nation was supposedly reeling under the slowdown wave, the bike company has notched up some definitive wins in the otherwise hiccuping Indian bike market, primary among them, a significant increase in market share to take their tally up to 59% in the segment. Amidst the jamboree of celebrations of Hero Honda entering into its silver jubilee year, the bike major has not only strengthened its financial position, but also its existing product portfolio by launching new bikes and smart branding initiatives. Facts themselves speak volumes – a growth of 12% in FY’09 (as against industry growth of 5%); 32.43% increase in net income (recorded at Rs.12.8 billion) and a 19.23% rise in net sales. Nearest competitor, Bajaj recorded a de-growth of 21% in the last fiscal.
They rolled out their first memorable campaign in 1985 for the inimitable CD100. “Fill it, Shut it, Forget it,” they said, and the whole nation chanted with them. Hero Honda and the brand it epitomises has come a long way since then. If creating a brand buzz is all about occupying every available mind space of the consumer, Hero Honda has certainly cracked the code. Right from Dhak Dhak Go to the communication that harped over its mileage power (where the boy drives all the way to wish his girlfriend ‘goodnight’), consumer insights have been the key for Hero Honda this last year. “The idea was born from the consumer insight that relationships get stronger when people get closer,” says Elvis Sequeira, VP & ECD, JWT Delhi, the agency that made the campaign. Money was also plowed into the brand. Just the new corporate brand tagline ‘Dhak Dhak Go’, flaunting eight celebrities in a music video, cost Hero Honda Rs.2.5 crore. The idea was to announce to the world that Hero Honda is now 25 years younger so that it appealed more to its target audience – the aspirational Indian youth.
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
The Sunday Indian:- B-SCHOOL RANKING SCAMSTERS EXPOSED!
For Exclusive Footage by Sunday Indian Click Here
Outlook Magazine's B School Ranking Scam Exposed
Don't trust the Indian Media!
IIPM ISBE Programmes
Follow Arindam Chaudhuri on Twitter
IIPM B School on Twitter
Management guru Arindam Chaudhuri’s latest blockbuster book, Discover The Diamond In You
“Hero Honda posts its strongest-ever quarter in Q1’ 10” - Wednesday, July 29, 2009.
“Hero Honda reports leadership performance with 50% net profit in Q2’ 09” - Tuesday, October 21, 2008.
Ask the dapper Anil Dua, Sr. Vice President (Sales and Marketing), Hero Honda about Hero Honda’s slowdown-defying growth of late and pat comes the reply: “This growth has been possible primarily due to a smart strategy – which we internally call – the “multi-focal” approach. The strategy is built on four ‘building blocks’ – keep refreshing the product range constantly; build brands and invest continuously in them; keep expanding the distribution network; and support the new launches with innovative 360 degrees communication and ground activation. And we plan to stay true to this strategy.”
In fact, just in the last few years – even as the nation was supposedly reeling under the slowdown wave, the bike company has notched up some definitive wins in the otherwise hiccuping Indian bike market, primary among them, a significant increase in market share to take their tally up to 59% in the segment. Amidst the jamboree of celebrations of Hero Honda entering into its silver jubilee year, the bike major has not only strengthened its financial position, but also its existing product portfolio by launching new bikes and smart branding initiatives. Facts themselves speak volumes – a growth of 12% in FY’09 (as against industry growth of 5%); 32.43% increase in net income (recorded at Rs.12.8 billion) and a 19.23% rise in net sales. Nearest competitor, Bajaj recorded a de-growth of 21% in the last fiscal.
They rolled out their first memorable campaign in 1985 for the inimitable CD100. “Fill it, Shut it, Forget it,” they said, and the whole nation chanted with them. Hero Honda and the brand it epitomises has come a long way since then. If creating a brand buzz is all about occupying every available mind space of the consumer, Hero Honda has certainly cracked the code. Right from Dhak Dhak Go to the communication that harped over its mileage power (where the boy drives all the way to wish his girlfriend ‘goodnight’), consumer insights have been the key for Hero Honda this last year. “The idea was born from the consumer insight that relationships get stronger when people get closer,” says Elvis Sequeira, VP & ECD, JWT Delhi, the agency that made the campaign. Money was also plowed into the brand. Just the new corporate brand tagline ‘Dhak Dhak Go’, flaunting eight celebrities in a music video, cost Hero Honda Rs.2.5 crore. The idea was to announce to the world that Hero Honda is now 25 years younger so that it appealed more to its target audience – the aspirational Indian youth.
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
The Sunday Indian:- B-SCHOOL RANKING SCAMSTERS EXPOSED!For Exclusive Footage by Sunday Indian Click Here
Outlook Magazine's B School Ranking Scam Exposed
Don't trust the Indian Media!
IIPM ISBE Programmes
Follow Arindam Chaudhuri on Twitter
IIPM B School on Twitter
Management guru Arindam Chaudhuri’s latest blockbuster book, Discover The Diamond In You
IIPM 2-year full time Programme (leading to the award of the MBA degree from IMI)
B-schools expect higher rate of campus placements this year
Arindam Chaudhuri (IIPM Dean) – ‘Every human being is a diamond’
IIPM Best B School – EVENTS
IIPM conceptualized the grand final of Dare ‘10 — the most prestigious of international B-school student quizzes
IIPM B School : King Khan, Bollywood Badshah and Quiz Wiz — that’s Shah Rukh Khan for you
B-schools expect higher rate of campus placements this year
Arindam Chaudhuri (IIPM Dean) – ‘Every human being is a diamond’
IIPM Best B School – EVENTS
IIPM conceptualized the grand final of Dare ‘10 — the most prestigious of international B-school student quizzes
IIPM B School : King Khan, Bollywood Badshah and Quiz Wiz — that’s Shah Rukh Khan for you
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