Why Should Boys have all the Fun?HERO HONDA PLEASURE

Celebrity Endorsements - A Brand Building Concept

Celebrity endorsements are impelled by virtue of the following motives: • Instant Brand Awareness and Recall

• Celebrity values define, and refresh the brand image

• Celebrities add new dimensions to the brand image

• Instant credibility or aspiration PR coverage

• Low cost way to achieve cross group coordination

• Convincing clients

HERO HONDA- Pleasure• Hero Honda Pleasure is the first scooter launched by Hero Honda in competition

to the Scooty Pep and Honda Activa

• The strategy of Hero Honda vouching the untapped segment of Woman riders is very astute in the way they have gone about with the launch of Pleasure

• TVS Scooty’s lone presence in this segment - competed by other players in the market like Bajaj with Sunny, Wave and Aspire but failed miserably

• Launched a special edition of Pleasure and sold almost 20,000 in Feb alone in India , coinciding on Women’s Day – A big success

• HH has the sole “Pleasure” model whose sales surged 39% boost in the first eight months of this financial year

Hero Honda Pleasure Image Audit

Hero Honda

Pleasure

Functional

100cc engine

Gearless comfort

Light weight and easy to maneuver

SocialImage of a modern woman

Symbol of self reliance

MentalI have an identity

I can decide where I wish to goI can stand up against the tide

SpiritualThis is my personal belongingGirls are special; so is my bike

Based on the Market Research

Reason to believe

Benefits Deliverables

Insight

Competitive Environment•Established Players•9% Share for HH Pleasure in Yr 1

Target•Independent, Free spirited Women

•Women need their own space•They want their own identity•They want to stand at par with men

Essence

•Style •Comfort•Easy ride

A woman’s true Friend

•Legacy of Hero Honda•Proven technology•Established service

•Independence•Effortless drive•Fuel Economy

•Image•Youthful ‘n Vibrant•Expression of the woman

Brand KeyValues and personality

The Brand Ambassador Priyanka Chopra

• Priyanka Chopra gained fame after winning the Miss World title in 2000

•In 2006, Chopra starred in two of the most successful films of the year – Krrish and Don - The Chase Begins Again

•During this peak phase of her career, she was appointed as the Brand Ambassador for Hero Honda Pleasure

•She kept achieving new heights with Fashion which won her the National Film Award for Best Actress and also the Filmfare Best Actress Award

•In 2008, Chopra featured in six films- Love Story 2050, God Tussi Great Ho, Chamku, Drona, fashion and Dostana

•In 2009 she appeared in Kaminey & What's Your Raashee?

•She was also appointed as a UNICEF Goodwill Ambassador in 2010.

Priyanka Chopra – The celebrity

Priyanka Chopra- Endorsements Queen

- Priyanka Chopra leads the youth brigade as the face of brands like • Lux• Ponds• Sunsilk• Tag Heuer• J. Hampsted• Virgin Comic• Levis and now • Samsung

- Vivacious presence in the advertisements

- The advertisers associated with Priyanka say the gains have been big

- She’s not only ‘bindass’ but also a no-nonsense person and shows clarity in thinking. She perfectly relates with the tagline — ‘why should boys have all the fun’.

Why Priyanka Chopra

• Hero Honda got into scooters with Pleasure, Some time in early-2006, with a unique positioning - "Why should boys have all the fun?" - They were a late entrant and therefore had to do something innovative.

• Research showed that Hero Honda's target customers (age bracket of 18 to 35 years) relate to four subjects: Cricket, music, movies the most. It subsequently roped in Priyanka Chopra as the brand ambassador

• Was it the right choice???

P C connects with…All women in every segment rural as well as urban –• Desi – girl image. National identity• The Young girls going out and having fun mostly with friends• The working Woman going to their offices in utter seriousness.• The Mothers moving around with children and driving with utmost care on the

roads.• Most often than not they are young educated ladies and for them the

scooterette is very integral part of their life

• Priyanka Chopra evokes connection with the above potential buyer

• Her personal image , attitude and celebrity status perfectly fits with the brand image of Hero Honda Pleasure

Celebrity Endorsements

Why Should Boys have all the fun? – The Concept

• The Visuals just evoke the feeling for the potential buyer yet subtly showing the features of the scooter

• It means Girls are in, Boys move out which makes a real sense in Young Woman who strive for freedom and Success for whom driving a Scooter is one of the symbols of liberty and fun

• The AD ending with Light and Zippy is very important point which Hero Honda is trying to push for Woman buyers who feel that Honda Activa as a great scooter but are scared of its weight

Girls want to have a sense of belonging with almost every Brand that they use.

Core Campaign Idea

Communication Strategy

– Enhance the image of Pleasure as most preferred scooter for women.

– Connect with the target group as a unique lifestyle and personality brand

– To be present at almost every touch point with our communication target group

– To break the clutter and communicate the Brand message.

The Objective

The Goal

The Task

The Challenge

Creative Strategy

• Convey the positioning and enhance imagery• Emotional as well as rational approach• Stress of the Exclusive for Women factor• Influence the influencers.• Sense of belonging with the Brand Pleasure• Carry the halo effect of the Hero Honda into the

Scooter segment

“Its a Pleasure”; “Its my Pleasure; “Its Our Pleasure”

Awareness & Promotional Campaigns• Communicate freedom and liberation for women

• Just4her showroom is first of its kind in India. The showrooms were promoted using the tagline “Where every girl is a celebrity“

• Hero Honda Pleasure positioned as a stylish brand exclusively for ladies.

• PRINT & NEWSPAPER, MAGAZINE (Femina, Women’s Era etc)

• Promotional offer (during festival like Rakhi, Bhayia Dooz )

• Radio : FM Radio in tier -1 & Tier –II Cities §Promotion of Lady Rider Club • Road show in college :Distributing pamphlets and Freebies like T-Shirtwith printed “Just4her”

Media Habits

When I need information the first place I look is the internet

37%

I am a TV addict45%

I am a regular cinema

goer27%

I find the newspaper supplement

s really worth

reading53%

I read a newspaper most days

60%

I listen to the radio every day

31%

Source: TGI 2007

Digital Space

• Website Banners ads: Impress with banner and direct to Pleasure Community online.• Community tie-up with Sunsilk Gang of Girls.• User generated Content on Female Blogs• Search engine Ads Google - Scooter/ Pleasure =Hero Honda Pleasure. • Promote offers through SMS’s On Women day.• SMS icons of Pleasure.• Yahoo Female Avatars of Pleasure.• MSN cool zones with Pleasure Branding.• Develop ring tones for the Pleasure Signature Tune• Pre email pop ups. • Viral advertising of Pleasure

Engagement Activities

Experiential/ Trial Inducing

– Experience the “Pleasure of being a Girl” zones– Special events for Women’s Day – Career, Gossip and Discussion forums– Workshops for Health, Beauty and Well being

– Moonlight Pleasure Trails– Miss Pleasure contest– Sponsorship in college festivals

Long-term Friendships are difficult to replace

Just4Her Showrooms

Ground Activation

MARKET SHARE OF KEY PLAYERS IN THE SCOOTER CATEGORY (PRE HERO

HONDA PLEASURE LAUNCH)

MARKET SHARE OF KEY PLAYERS IN THE SCOOTER CATEGORY (POST

HERO HONDA PLEASURE LAUNCH)

Value Preposition

• Highest ringtone download for the Pleasure Signature tune

• Increase in no. of members in Sunsilk Gang of Girls

• 32% increase in no. of visitors at hero honda website during & after the launch of pleasure

• User generated Content on Female Blogs increased drastically

• Viral advertising of Pleasure

Thank You…Team 5 - Quick Crackers- Kiran Khatanhar 45- Avani Nagrecha 46- Manoj Makhija 50- Rachel Ratnam 58- Karan Shah 59

It’s been a pleasure