Xcellon Institute

(School of Business)
PGPGBM 2011-13

Strategic Product & Brand Management

Segmentation, Targeting And Positioning Analysis of Hero Honda

Submitted To: Prof. Abhinav Singh

Submitted By: Manish Kumar Lodha GR No. M00103

Segmentation
Karizma ZMR, Hunk, CBZ
Geographic City areas

Passion +, Glamour
Rural and semi urban areas

Scooty,

CD Delux, CD Dawn, Splender

City, Rural and semi urban areas

City, Rural and semi urban areas

Demographic

Age 18 to 30 Male Purchasing power high Graduate/ post graduate

Age 18 to 40 Age 24 to 40 male Purchasing power moderate Non graduate/ graduate / professional Female Purchasing power low and moderate Non graduate/ graduate / house wife

Age > 40 male Purchasing power low Non graduate/ graduate

Psychographic

Trend setter Adventure Fashionable Sporty, Brand conscious , Lifestyle

Value seeking Brand conscious Fashionable

Trend setter Adventure Fashionable Sporty, Brand conscious , Value seeking

Value seeking Brand conscious

Behavioral

Occasions : Low Benefit : Low Status : High

Occasions: Moderate Benefit : Moderate

Occasions Moderate Benefit : High Status : Moderate

Occasions :High Benefit : High Status : low

Buyer readiness : Moderate Brand loyalty: High

Status : Moderate Buyer readiness : High Brand loyalty: High

Buyer readiness :High Brand loyalty: moderate

Buyer readiness : low Brand loyalty: low

Targeting
People Karizma ZMR, Hunk, CBZ Passion +, Glamour Scooty, CD Delux, CD Dawn, Splender

Price Oriented

Low

Moderate

Moderate

High

Technology oriented

Low

High

Moderate

High

Status oriented

High

High

Moderate

Low

Positioning
World largest motorcycle manufacturing company Hero Honda attach with tradition of country Hero Honda Desh Ki Dhadkan