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HONDA CITY
By Puneet Mendon
HONDA CITY
Honda city is a mid sized car for Honda Siel Cars India ltd. Honda city crossed 50k units in 2009. Honda City was market leader from 2000. It used to be a matter of pride to own and drive a Honda City
SWOT Analysis
Strengths Reliability Brand Name Elegant appearance Weakness Not able to sustain in High Competition No Diesel Engine Lack of features
SWOT Analysis
Opportunities Customer loyalty Innovation Threats Available only in petrol engine High Competition Rise in petrol price
CITY VS VENTO
Sales in units
4500 4000 3500 3000 2500 2000 1500 1000 500 0 Mar/11 Apr/11 May/11 Source- NMIPL 1542 2773 2866 2403 1828 Honda City Volkswagen Vento 3973
Market Share
Sales (March 11)
others 23%
Honda City 8%
Source- NMIPL
Mission
Acquire market share of 15% in sedan segment Bring out innovation and differentiation in the new launch
Customer s Need
Emotional Needs Elegant Looks Dependable and loyal Well balanced and fuel efficient
Mind-Set To have a luxurious feeling while driving Makes feel more comfortable and pride Cost conscious Fuel efficient
Functional Needs Long lasting/ Safe/ Good performance Reliable and Trustworthy Performance Spacious / Roomy Flexibility / Utility
Geographic- Tier1 and Tier 2 cities Demographics-Income(Upper Middle, High) Lifestyle- Family use, Personal use Cities and Rural areas Upper Middle and Higher Incomer groups Families
Upper middle and higher income families who wants to upgrade from hatchback to sedan car.
PRESTIGIOUS CAR
Marketing MIX
Product Diesel Engine Two Variants in Diesel Available in three colours Induce more airbags
Marketing MIX
Product Available in 3 variants(Dx, Dxi,Dhi).
DX Diesel Engine Push Start Chrome Climate Control Y N N N DXI Y Y Y N DHI Y Y Y Y
Price
As diesel engine and other feature are implemented the cost of this car has raised.
The revised price will be Rs 8,05,000 little lesser than Vento and Verna. Brand Value
Promotion
Advertisement- TV Commercials and News paper Trade Show Partnership with ICICI Social Media Community
Place
Minimize Channel length will prevent price escalation and preserving its competitive advantage. Increase the number of dealers. Improve the efficiency of logistics.
Conclusion
WITH DIESEL VARIANT AND ADDED FEATURES IN THIS CAR , CONSUMER WILL SURELY GET ATTRACTED AND THE MISSION OF ACHIEVING 15% OF MARKET SHARE WILL DEFINITELY BE ACHIEVED. AS THERE IS VARIOUS PROMOTION MADE, THIS CAR WILL SURELY BECOME A HOT CAKE FOR INDIAN CAR CONSUMER.
THANK YOU