MARKETING PLAN OF
HONDA CITY
Team Members
Four Wheeler Segmentation
Honda Siel Cars India Ltd: An Overview
Present Since
1995
Production Plants & Annual Capacity
Greater Noida Plant: 100,000 units Tapukara Plant: 60,000 units
Growth
343 % growth in May 2012 v/s May 2011 May 2012: 10,334 units sold May 2011: 2,334 units sold
Sales Analysis
Source: Balance sheet 2011 Press release May 2012
Honda Siel : Most selling cars 2011 - 2012
Source: Rediff.com 2011 - 2012
HONDA CITY
Honda city is a mid sized car for Honda Siel Cars India ltd. Honda city crossed 50k units in 2009. Honda City was market leader from 2000.
It used to be a matter of pride to own and drive a Honda City
Honda City Variants
Variants Honda City 1.5 E MT Honda City 1.5 S MT Honda City 1.5 S MT Elegance Price 7,49,000 8,19,600 8,56,241 8,64,800 8,90,738 8,99,404 9,16,900 9,35,938 9,37,000 9,71,604
Honda City 1.5 VMT Honda City 1.5 S MT Inspire
Honda City 1.5 V MT Elegance Honda City 1.5 V MT Exclusive Honda City 1.5 V MT Inspire Honda City 1.5 VAT Honda City 1.5 V AT Elegance
Honda City 1.5 V AT Exclusive Honda City 1.5 V AT Inspire
9,89,100 10,08,138
SWOT Analysis
Strengths Reliability Brand Name Elegant appearance Weakness Not able to sustain in High Competition No Diesel Engine Lack of features
SWOT Analysis
Opportunities Customer loyalty Innovation Threats Available only in petrol engine High Competition Rise in petrol price
DOWN FALL OF HONDA CITY
Demand shifted to fuel efficiency due to rise in petrol price. More competitors entered with diesel variant and more features . Not appropriate steps taken to regain the top position.
DOWN FALL OF HONDA CITY
SALES IN UNITS
4500 4000 3500 3000 2500 2000 1500 1000 500 0
2010 2011
March 4338 2773
April 2787 1542
May 3121 1828
Source- NMIPL
CITY VS VENTO
Sales in units
4500 4000 3500 3000 2500 2000 1500 1000 500 0 1542 2773 3973
2866
2403 1828
Honda City
Volkswagen Vento
Mar/11
Apr/11
May/11
Source- NMIPL
Price and Features
Maruti SX4 Price Air Bags Start Push Button 7,78,999 TWO No Hyundai Verna 8,09,651 SIX Yes Yes Yes Honda City 7,49,000 TWO No No No VW Vento 8,19,000 TWO No Yes No
Climate Control Yes Rear Parking Sensor No
Market Share
Sales (March 11)
others 23% VW Vento 11% Maruti SX4 10% Tata Indigo 20%
Maruti Swift Dzire 28%
Honda City 8%
Source- NMIPL
Mission
Acquire market share of 15% in sedan segment Bring out innovation and differentiation in the new launch
Customers Need
Emotional Needs Elegant Looks Dependable and loyal Well balanced and fuel efficient
Mind-Set To have a luxurious feeling while driving Makes feel more comfortable and pride Cost conscious Fuel efficient
Functional Needs Long lasting/ Safe/ Good performance Reliable and Trustworthy Performance Spacious / Roomy Flexibility / Utility
Positioning of Honda City
People who wants to travel
People who wants four wheelers and are sedan lovers
Geographic- Tier1 and Tier 2 cities Demographics-Income(Upper Middle, High) Lifestyle- Family use, Personal use Cities and Rural areas Upper Middle and Higher Incomer groups Families Upper middle and higher income families who wants to upgrade from hatchback to sedan car.
Prestigious Car
Marketing MIX
Product Diesel Engine
Two Variants in Diesel
Available in three colours Induce more airbags
Marketing MIX
Product Available in 3 variants(Dx, Dxi,Dhi).
DX Diesel Engine Push Start Y N DXI Y Y DHI Y Y
Chrome Climate Control
N N
Y N
Y Y
As diesel engine and other feature are implemented the cost of this car has raised.
Price
The revised price will be Rs 8,05,000 little lesser than Vento and Verna. Brand Value
Promotion
Advertisement- TV Commercials and News paper Trade Show Partnership with ICICI
Social Media Community
A DRIVE WITH PRESTIGE
Place
Minimize Channel length will prevent price escalation and preserving its competitive advantage. Increase the number of dealers.
Improve the efficiency of logistics.
Conclusion
With Diesel variant and added features in this car , consumer will surely get attracted and the mission of achieving 15% of market share will definitely be achieved. As there is various promotion made, this car will surely become a hot cake for Indian car consumer.
THANK YOU
New Honda City will have a boon of Diesel Variant In 2013
'63 Hondas automobile business begins with the release of its first sports car (S500) and light truck (T360). '67 Front-wheel-drive minicar, N360, released. '68 N Series of minicars tops Japanese sales. '69 Automobile production in Taiwan begins (first overseas production of Honda automobiles). '70 N360 top seller in Japan for its first three years. Z and Vamos minicars released. '72 Civic released. CVCC low-emission engine first to comply with 1970 U.S. Clean Air Act. '75 Automobile production in Indonesia begins. '76 Accord released.
Automobile production in the U.S. begins (a first for Japanese automobile manufacturers). '86 Acura brand launched in the U.S. (first Japanese luxury automobile brand). '88 Total automobile production reaches 15 million units. '89 Accord becomes best-selling car model in the U.S. 1990's '92 Worldwide automobile production reaches 20 million units. '95 Worldwide Civic production reaches 10 million units. Worldwide automobile production reaches 30 million units. '97 LEVs (low emission vehicles) Civic Ferio and Partner 1.6 released. Leasing of EV Plus electric vehicle begins in the U.S. '99 Insight hybrid released
2000's '01 Automobile production reaches 10 million units in the U.S. Fit and Civic Hybrid released. '02 Leasing of FCX fuel-cell vehicle begins in Japan and the U.S. Fit achieves No.1 annual sales among domestic registered vehicles. '03 Worldwide automobile production reaches 50 million units. '05 Leasing of FCX fuel cell vehicle for home use begins. Worldwide sales of Honda hybrid vehicles reach 100,000 units. '06 Sales of Bioethanol-compatible Flexible Fuel Vehicle (FFV) models for Brazilian market begin. Acura brand launched in China. '08 Leasing of FCX Clarity fuel cell vehicle begins in Japan and the U.S. '09 Insight hybrid vehicle released. '10 CRZ hybrid vehicle released.
