Marketing Mix Honda Motors February 15, 2010 By Hitesh Bhasin 1 Comment PRODUCT : Available Car Models Honda

Jazz Honda City 2008 Honda Civic

Honda Accord 2008

Honda Civic Hybrid

Honda CR-V

Features: Looks and Design: The looks of the Honda cars is stunning or in other words we can say that it is an outstanding design among its competitors. Interiors: Interiors are brilliantly designed, Multidimensional dash, Steering wheel with audio controls, I pod connective music system, comfortable Seat, safety features like Airbags etc Engine, Gearbox and Performance: I-VTEC engine, Smoothest engine widely spaced gear ratios, Paddle shift, Ride and Handling, Independent suspension on the front, Wheel base ,ABS, Dual air bags and EBD are standard feature of this car. PRICE : Ex Showroom Mumbai Honda Jazz Jazz basic Rs. 743000 Jazz Mode Rs. 773786 Jazz Active Rs. 778871 Honda City 2008 Honda City 1.5 EMT Rs. 825100 Honda City 1.5 SMT Rs. 879000 Honda City 1.5 SAT Rs. 954900 Honda Civic Honda Civic 1.8 E MT Rs. 1102300 Honda Civic 1.8 S MT Rs. 1274300 Honda Civic 1.8 V MT Rs. 1307900

Honda Civic 1.8 V AT Rs. 1389400 Honda Accord 2008Honda Honda Civic Hybrid Rs. Accord Elegance AT 22,23,401 Rs. 1833700 Honda Accord 2.4 (Base Model) Rs. 1833700 Honda Accord Inspire MT Rs. 1833700 Honda Accord Elegance MT Rs. 1912400 Honda Accord Inspire AT Rs. 1912400 Honda Accord V 6 3.5 Rs. 2532300 Honda Accord V 6 3.5 Inspire Rs. 2532300 Honda cars are costlier than the other cars in the same segment. It targets the people who need an outstanding car in the segment in the case of design, comfort, quality and innovation. PLACE : The Honda City, its first offering introduced in 1997, revolutionized the Indian passenger car market and has ever since been recognized as an engineering marvel in the Indian automobile industry. The company has a capacity of manufacturing 100,000 cars. Manufacturing Facility: HSCIs manufacturing unit : Noida, U.P, and coming second plant in Rajasthan. Capacity: 1,00,000 units annually (2008). Honda CR-V Honda CR-V 2.0 2WD(MT) Rs. 2203000 Honda CR-V 2.4 CR-V(M/T) Rs. 2357200 Honda CR-V 2.4 CR-V(A/T) Rs. 2430600

HSCI currently produces the All-New City, Civic and Accord models in India and the premium SUV, CR-V is sold as a fully imported unit from Japan. Standards: ISO 9001(Quality management) & ISO 14001(Environment management) Sales and Distribution Network: Strong sales and distribution network : 94 facilities and in 57 cities and 51 Exclusive Dealership. HSCI dealerships are based on the 3S Facility (Sales, Service, Spares) format, offering complete range of services to its customers. Having established itself as a leading brand in the metros, the company is now focusing on increasing its presence in tier-II towns and cities and plans to increase its dealership network to more than 100 by the end of 2008-09 fiscal year. The company is targeting 100 dealer outlets across India by 2009, as per their expansion strategy which is based on the 1 dealer per 1000 cars formula PROMOTION : Honda is a brand known for its quality and innovation. Honda was never into an aggressive promotional activities but the company always tried to maintain the quality and created a brand image by providing better customer service. Honda car like Honda city is the largest seller in the segment and ranked fourth position in passenger car segment. Considering the advertisement, Honda has been very careful and precise in their advertisements. Honda always projected their image as most reliable brand, advanced technology, eco friendly cars. Even considering the television commercials, Honda promoted their hybrid car that runs without gasoline and emits water as the bye product rather than advertising the specific brands existing in the market. The ad was more concentrated to the companys technological advancements and eco friendly image which differentiated Honda from the competitors. Honda promoted their products in majority print media (Majority advertisements come in magazines and national news papers). The customers were always aware of the company policies of providing latest technology and upgrading when ever necessary and also remodeling the entire model after certain period of time. Considering the pilot model in India, Honda City the company had remodeled it thrice till the inception. Honda always tried to create a surprise element during the launch of every model.The company plans to stage road shows, to display vehicles in the pavilions during various college festivals and exhibition. 12 January 2009 Honda Motors emerged a winner at the second edition of the India Best Brand Survey Awards, bagging eight prizes three in the four wheeler segment including Very Reliable Brand, Good Advertising and Environment Friendly.