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A sample dipstick undertaken among consumers in Mumbai,about Hero MotoCorp (a two wheeler brand )
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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