Hero Motocorp ltd.

Segmentation Targeting Positioning Conclusion Sources

Hero Motocorp Ltd. formerly Hero Honda is an Indian motorcycle and scooter manufacturer based in new Delhi, India Hero Honda started in 1984 as a joint venture between Hero Cycles of India and Honda of Japan. Founder of the hero group is Brijmohan Lall Munjal

Collaboration Agreement with Honda motor Co. Ltd. Japan Incorporation of Hero Honda Motors Ltd. development Termination of Honda joint venture Formation of Hero Motocorp LTD. Company performance New strategies

Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs as well as common applications for the relevant goods and services. Depending on the specific characteristics of the product, these subsets may be divided by criteria such as age and gender, or other distinctions such as location or income.

It involves breaking a market into segments and then concentrating your marketing efforts on one or a few key segments. It makes the promotion, pricing and distribution of your products easier and more cost-effective.

Developing a marketing strategy which positions the product in relation to rivals in order to appeal to target segments

STATUS ORIENTED H.N.W.I UPPER CLASS UPPER MIDDLE CLASS MIDDLE CLASS nil nil

STYLE ORIENTED nil nil

PRICE & TECHNOLOGY nil karizma ZMR & karizma

Price oriented Nil Karizma & ZMR Hunk, cbzXt,ignitor,gl amour(B)

Karizma ZMR

Hunk, cbz-Xt, Hunk, cbzkarizma, Xt,karizma,gla impulse mour pgm fi

Karizma, hunk, cbz-Xt Glamour,igni, passion pro nil

CbzGlamour fi,ign, Cd-dawn & Xt,hunk,impul s.s, achiever, deluxe, se,glam & fi p.pro s(all), Pa.pro S(all), passion Cd-deluxe, pro s(all) nil nil Cd-dawn, s(all) nil

LOWER M.CLASS L.I.G

The company has emerged and known for its middle class segment bikes in present times It is no.1 position in Indian market, having a 50% market share They are planning to come up with new strategy to reduce the prices ranging from 20,000 - 30,000 rs.

http://www.heromotocorp.com http://en.wikipedia.org/wiki/Hero_MotoCorp http://en.wikipedia.org/wiki/Brijmohan_Lall_ Munjal http://trak.in/tags/business/2010/12/21/re al-reason-hero-honda-split/ http://en.wikipedia.org/wiki/Hero_Honda_Spl it http://en.wikipedia.org/wiki/Positioning_(ma rketing)

www.google.co.in/url?sa=t&rct=j&q=segmen tation on hero motocorp&source=web&cd=1&cad=rja&sqi= 2&ved=0CCUQFjAA&url=http://www.thehind ubusinessline.com/companies/article299174 9.ece&ei=DMpIUKLcFYrKrAecloD4Dg&usg=AF QjCNE761f4HcG_dc-UO-BYiK9GVfeajw http://www.ibikes.in/hero-honda.html

THANK Q