Abstract

The case discusses the marketing strategies of Japan-based Honda Motor Company Limited (HMCL) in India. Though HMCL had entered India way back in 1984 by entering into joint ventures with leading two-wheeler companies, the company established its wholly owned subsidiary - Honda Motorcycle and Scooters India Limited (HMSI) in October 1999. Within a couple of years after the launch of its successful products including Activa, Dio and Eterno, HMSI had emerged as the largest scooter company in India. The case describes in detail the product, pricing, distribution and promotional strategies of HMSI. It briefs the challenges faced by the company and its recent foray in the motorcycles business in India. The case also includes a brief note on the Indian two-wheeler industry describing the leading players and their marketing strategies.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Indian two-wheeler industry, marketing strategies of Honda.

Keywords

Honda Motors, Indian Two Wheeler Industry, Foreign Two Wheeler Manufacturers in India, Marketing Two Wheelers in India, Marketing Mix, Positioning, Customer Value, Pricing , Distribution, Advertising Campaign and International Business.