Hero moto corp market research

HUM MEIN HAI HERO

BACKGROUND 1984 –JV between Hero Cycles of India

and Honda of Japan.

Owned by Brijmohan and Pawan Munjal

 The company is the largest two wheeler manufacturer in India.

In 2010, Honda decided to move out of the joint venture.

Honda will continue to provide technology to Hero Honda motorbikes until 2014 for existing as well as future models.

BACKGROUND

New Logo -August 9th 2011

Independence day- 120 sec. TVC

Hum mein hain Hero –A.R. Rehman

Law and Kenneth - Red Ice - Anurag Kashyap & Robby Grewal

RESEARCH OBJECTIVE

Are people aware of Hero Motocorp’s new corporate identity?

What they think is the reason for launching the TV commercial?

What do people think about Hero MotoCorp’s future without Honda?

Post-spilt up, what brand image does Hero MotoCorp have in the minds of the people?

TARGET GROUP AND SAMPLE SIZE

Males and Females Age Group : 20-35 Sample Size: 53 Method Used: Convenience Sampling

ANALYSIS

NEW CORPORATE IDENTITY

Yes51%

No49%

Logo Identification

TV COMMERCIAL

Yes94%

No6%

Seen the TVC?

REASON FOR LAUNCHING TVC

34%

30%

12%

8%16%

To establish a sepa-rate identity as Hero Moto Corp

To launch a new brand of Motor Cycle

To brand itself as Indian brand

No Idea

Others

LIKE THE AD?

7 out of 50 (14%) said they did not like the ad

The remaining 43….

11%

43%22%

11%14%

A.R. Rehman

Song/Jingle

Motivates/Inspires

Good Message

Asthetics

YES….BUT CAN WE?

Statement “Hero Moto Corp can produce high quality motorbikes without the help of Honda”

4%17%

25%40%

15%Strongly Disagree

Disagree

Niether Agree nor Disagree

Agree

Strongly Agree

Sample Size: 50

CAN YOU NAME OUR NEW BABY?

31%

6%13%

50%

Impulse

Maestro

Passion Pro

Don’t Know

Sample Size: 50

ADJECTIVES…

39%

25%

21%

7% 7% Reliable

Indian

Cheap

Costly

Rugged

Sample Size: 50

GIVEN ENOUGH MONEY….

21%

19%

8%

6%

13%2%

13%

19%Bajaj

Kawasaki

Kinetic

Royal Enfield

Hero

Yamaha

Others

Sports Bike

SO WHAT MATTERS?

Brand

Price

Serv

ice

Mile

age

Look

s

Power

Wom

an’s O

pini

on0123456789

7.47 7.39 7.797.06 6.93 6.75

6.02

Mean Value

CONCLUSION

The Reach of Ad is considerably good. Most of the respondents like the concept and

song of the ad, But half of them failed to recall the new logo. Majority of the respondents knew the

purpose behind launching the ad campaign. More than half of the respondents agree that

Hero can manufacture same quality of products without Honda.

Service ,Brand, Price & Mileage important while buying