Hero Honda's Rural Marketing Initiatives in India
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ICMR HOME | Case Studies Collection
Case Details:
Case Code : MKTG219
Case Length : 15 Pages
Period : 2007-2008
Pub Date : 2009
Teaching Note :Not Available
Organization : Hero Honda Motors Limited.
Industry : Automobiles
Countries : India
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Excerpts
The Indian Two Wheeler Industry
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The history of the Indian two-wheeler industry can be traced back to the mid-1900s. In 1952, Enfield India Limited (Enfield) started manufacturing motorcycles. In 1955, Automotive Products of India (API) began manufacturing scooters in the country...
About Hero Honda
The history of Hero Honda dates back to 1984, when Hero Group entered into a joint venture with Japan-based HMCL, to manufacture motorcycles. HMCL was to provide technical support to the company. In the joint venture, HMCL and the Hero Group each held a 26 percent equity stake...
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Hero Honda's Rural Thrust
The global financial crisis of 2008-09 resulted in a credit crunch, rising unemployment, declining income, and turmoil in the stock markets across the world. The Indian automobile industry also had been battling with the crisis since early 2008...
RURAL NETWORK
During the financial year 2007-2008, the rural network of Hero Honda covered 18,000 of the targeted 23,360 villages with a population of more than 5,000 across India. The company also announced its plan to cover 100,000 villages of the total 600,000 villages in India by the end of the financial year 2008-09...
DISTRIBUTION
Hero Honda followed a "Hub and Spoke System" in distributing its products in rural areas. The company gave a dealership to one dealer who would take care of a district...
PROMOTION
Hero Honda promoted its products aggressively during festive seasons in different regions of India as sales during festive season was generally higher compared to the rest of the year...
RETAIL FINANCE
The growth of the Indian two-wheeler industry was highly dependent on the availability of retail finance. According to analysts, lack of financing could result in a decline in sales...
Excerpts Contd...>>
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