Hero Honda's Rural Marketing Initiatives in India

            
 
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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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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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"The majority of India lives in rural areas and the government is pumping in a lot of money through various programmes. Hero Honda is focusing a lot on rural markets. Going forward, a substantial industry growth is expected to come from these markets."1

- Pawan Munjal, MD and CEO, Hero Honda Motors Limited, in May 2009.

"They [Hero Honda] have positioned themselves as a rural India story, at just the right time."2

- S. Ramnath, Vice President at IDFC-SSKI Securities Limited3, in March 2009.

"The penetration of two-wheelers in rural areas is estimated to be less than 10 per cent and around 25 per cent in urban areas. This makes us optimistic about the market." 4

- Anil Dua, Senior Vice President for Sales and Marketing, Hero Honda Motors Limited, in January 2009.

Introduction

In April 2009, India-based Hero Honda Motors Limited (Hero Honda) announced that it was planning to develop a low-priced motorcycle. The company said that the motorcycle would be launched specifically for rural consumers and was likely to be priced between Rs. 12,500 and Rs. 15,0005. Pawan Munjal (Munjal), Managing Director and Chief Executive Officer of Hero Honda, said, "This (a low-price bike) has been on our horizon for a long time but we haven't been able to come up with a solution till now. But this is not the end and we hope to come up with a solution... we continue to work on this."6

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1] "Hero Honda Looking to Gain Market Share," http://in.reuters.com, May 08, 2009.
2] Samar Srivastava, "Hero Honda's Motorcycle Diary," http://www.livemint.com, March 26, 2009.
3] Mumbai, India - based IDFC SSKi Securities provides corporate finance and institutional securities services.
4] Priyanka Vyas, "Hero Honda Boost Production at Haridwar," http://www.thehindubusinessline.com, January 18, 2009.
5] Rs. or INR refers to Indian Rupee. As of June 25, 2009, 1 US$ ≈ INR 48.60.
6] Sindhu Bhattacharya, "Hero Honda Working On a 'Nano' Bike'," http://www.dnaindia.com, April 23, 2009.


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