MARKETING MANAGEMENT PROJECT

Submitted by
Nikhil George – 32B
Parth Parekh – 34B
Pranav Sreevalsan – 36B
Pushprajsinh Zala – 38B
Rashi Jaiswal – 40B
 Segmentation - I

Demography

Based on Age Gender Income

Demography
Middle
20-30 30-40 >40 Male Female Lower Class Upper Class
Class

Geography

Based on
City/Rural City
Geography

Semi-
Urban Rural Tier 1 Tier 2 Tier 3
Urban
 Segmentation - II

Psychographic

Based on
Personality Lifestyle
Psychographics

Gregarious Authoritarian Ambitious Compulsive Cultural Action Outdoor

Behavior

Attitude Based on
toward Benefits
product
Behaviour

Performan
Enthusiastic Positive Indifferent Negative Mileage Speed Economy
ce
 Targeting

Geography Demography

City/Rural City Age Gender Income

Semi- Lower Middle Upper

Urban Rural Tier 1 Tier 2 Tier 3 20-30 30-40 >40 Male Female
Urban Class Class Class

Psychographic Behavior

Attitude
Personali
LifeStyle toward Benefits
ty
product

Gregario Authorita Ambitiou Compulsi Enthusias Indiffere performa

Cultral Action Outdoor Positive Negative Mileage Speed Economy
us rian s ve tic nt nce
Positioning

“
Hero karizma gives best performance
among all sports bikes because it is
powered by a powerful four-stroke
223cc single cylinder engine.

”

Features
• Multi Functional Digital Console
• 19.2 BHP of Raw Power
• Programmed Fi Engine with oil
cooler
• Wider Rear Tubeless tyre.
Product
Design
• Tough Looking design
representing masculinity.
• Split seat for Pillion
• Shades : Blazing Red , Panther
Black, Spotlight White, Vibrant
Orange
Quality
• Advanced Technology 233 CC
Engine with more power-feel
than the competitors
• Average Build quality but high
ride quality.
Warranty/Services
• 5 years or 70000 Km
• More than the normal 3 years of
warranty in the segment.
• More than 2100 committed
service centers across the
country
• Hero MotoCorp offers free
services on all its two-wheelers,
if availed before the stipulated
time period.
 Price

 Pricing Method : Karizma was introduced with price of Rs 79,000 in 2007 and costs Rs 89,000 presently ;
while a high end model Karizma ZMR costs Rs 119000
 Hero MotorCorp follows competitive pricing strategy as LMV is a highly competitive segment and market
skimming pricing is not possible.
 Value added pricing policies.

Karizma R Bajaj Pulsar 220 TVS Apache RTR

Rs 89, 312 Rs 97,824 Rs 85,420
 Place

Extensive Sales and Service Network

Traditional Sales Points
 Hero MotorCorp sales and service network spans to 5000 customer touch points
 Dealer-appointed retail outlets at all important and strategic places.
 Authorized Dealership, Service and Spare parts outlets and dealer appointed outlets across the country.
 The bikes are available through all the dealers who in return are responsible for workshops, proper
infrastructure and trained employees.
 Promotion

• Popular Bollywood Sponsorship • Enhanced and PR Promotions

star, superhero customized version
type of image of Karizma is
• Quirky ads regularly exhibited
representing tough, in Auto expos
fearless male • Displays in malls,
protagonists. colleges

• Reviews by popular
Auto experts on
their shows and
websites.
• A dedicated
• Youth TV show microsite displaying
‘Roadies’ 360 degree view of
• Popular sports the bike and its
events like cricket features
Celebrity world cup Trade fairs and
Advertisements exhibitions
 Consumer Quotes
THE HERO KARIZMA IS ONE OF THE
BEST LOOKING BIKES IN ITS PRICE
SEGMENT EVEN THOUGH IT IS MORE
THAN A DECADE OLD!
RIDING THE KARIZMA TAKES SOME
TIME TO GET USED TO BECAUSE ITS
FRONT HEADLIGHT DOESN’T MOVE
UNLESS THE ENTIRE BIKE IS GOING IN
FOR A TURN, UNLIKE OTHER SIMILAR
BIKES LIKE THE PULSAR
WHEN I WAS YOUNGER, THE KARIZMA
WAS SYNONYMOUS WITH COOLNESS
BECAUSE IT WAS FEATURED ON MTV
ROADIES FOR YEARS…
THE KARIZMA IS A GREAT BIKE BUT IT
MAKES VERY NOISY CHAIN SOUNDS AT
HIGHER SPEEDS AND SPARE PARTS
TEND TO BE QUITE EXPENSIVE
 Consumer Insights

The Karizma enjoys a dedicated fan

following even though it has been The Karizma built a strong
in the market for over a decade brand by associating with

1 2
now. Its styling and looks are very youth-oriented events and
distinctive and can hold their own programs like MTV Roadies.
even today.

A common pain-point was

The Karizma due to it’s large size is

more suitable for people with
heavy body.
3 4
that spare parts were
expensive and hard to come
by. Consumers also
expressed displeasure with
the noise generated at
higher speeds.
 Recommendation

Marketing Recommendation
 Advertisement on Sports channels (ESPN, star cricket, star sports etc.) and Music channels (MTV, V channel, VH1etc)
where majority of target audience can be reached
 Most of the consumers were aware about the Karizma’s sponsorship in Roadies. So getting sponsorship back from Renault
 From consumer interviews, we get to know that Karizma’s large size & masculine brand communication have made it
preferable for riders with larger than normal physique. So promoting in gyms with posters
 Out of Home(OOH) campaign can be useful, such as promotion in Bike racing. Also promotion through Bike riding
programs
 Use motorcycle-oriented consumer magazines like GQ, Sports week etc. to restore Karizma’s reputation to what it once
was
 Online Advertising: Starting social media campaigns and getting reviewers to review bike on YouTube

Product Recommendation
 Karizma got no significant change in performance and design after launch. So couldn’t compete with Pulsar. So product
improvement is a requirement
 TV commercial features Karizma ZMR as masculine but it’s leaner tires does not fit with the brand communication. So
changing tyre structure
 Unethical Marketing: Diet Coke & Karl Lagerfield

• One particular marketing campaign of Coca Cola was endorsed by Karl Lagerfeld,
the Chanel designer, who claimed to have lost 80 pounds on a diet consisting
mostly of Diet Coke
• Karl said “I drink Diet Coke from the minute I get up to the minute I go to bed … I
drink nothing else.”
• It gives people the wrong message. They are being told that obsessive dieting is
acceptable and that Diet Coke is the key to being thin and beautiful
• On top of this, they use wafer-thin models to drive home the point. This is very
detrimental to children, especially young girls, as it has negative impacts on
their self-esteem and body image
• They ought to use regular everyday people in their ads so as not to give the
wrong message about Diet Coke being directly correlated to a “healthy” body
• Contrary to common perception, just because a drink has the “diet” on it,
doesn’t mean it is healthier for you
• Loaded with aspartame, cyclamates and saccharin, artificial sweeteners in diet
drinks have been determined to cause cancer in lab animals

Conclusion: It is extremely irresponsible for a brand of Coca Cola’s stature to look at making profits by preying on people’s
insecurities regarding their weight or body image.
Thank You