PRESENTED BY :

13126 13131 13170 13175

AJAY S A ANUSH G

SHRADDHA CHHAPOLIA SUDIPTA PAN

VENKATESH KULKARNI

13180

HONDA

Founders- Soichiro Honda, Takeo Fujisawa Mr Hironori Kanayama is President & CEO of Honda Cars India ltd. with effect from 1st April, 2012 .

Honda Cars India Ltd. (HCIL) is a subsidiary of

the Honda of Japan.

In August, 2012, Honda bought out Usha International's entire 3.16 percent stake . The company officially changed its name to Honda Cars India Ltd.

HONDA AMAZE

Honda Motors introduced its first diesel car, the

Amaze.

On April 11, 2013 Honda Amaze was introduced

to Indian market.

The Amaze will compete with Maruti Suzuki

India Ltd.s DZire and Tata Motors Indigo.

Honda says its the most fuel efficient of the cars in the diesel car segment at 25.8km per litre.

Variants Honda Amaze 1.2 EMT i-VTEC 1198cc Petrol, Manual, 18 kpl

Ex-Showroom Price (New Delhi) 4.99 lakhs

Honda Amaze 1.2 EXMT i-VTEC

1198cc Petrol, Manual, 18 kpl Honda Amaze 1.2 SMT i-VTEC 1198cc Petrol, Manual, 18 kpl Honda Amaze 1.5 EMT i-DTEC 1498cc Diesel, Manual, 25.8 kpl Honda Amaze 1.5 EXMT i-DTEC 1498cc Diesel, Manual, 25.8 kpl Honda Amaze 1.2 VXMT i-VTEC 1198cc Petrol, Manual, 18 kpl Honda Amaze 1.2 SAT i-VTEC 1198cc Petrol, Automatic, 15.5 kpl Honda Amaze 1.5 SMT i-DTEC 1498cc Diesel, Manual, 25.8 kpl Honda Amaze 1.2 VXAT i-VTEC 1198cc Petrol, Automatic, 15.5 kpl Honda Amaze 1.5 VXMT i-DTEC 1498cc Diesel, Manual, 25.8 kpl

5.27 lakhs

5.69 lakhs

6.03 lakhs

6.30 lakhs

6.67 lakhs

6.70 lakhs

6.73 lakhs

7.58 lakhs

7.66 lakhs

WHY DIESEL VARIANT??

Indians-mileage obsessed people. Increasing demand for small engined diesel car.

Increasing price of petrol. Over the years this fact pushed Tata Motors sales when they launched TATA

Indica.

Assuming , Petrol=Rs.77/ltr Diesel=Rs.55/ltr

Cost per km of diesel variant (Assuming mileage of 19 kmpl ) 2.8

= Rs

Cost per km of petrol variant (Assuming mileage of 17kmpl ) 4.8

=Rs

SALES & DISTRIBUTION NETWORK

154 authorised dealership facilities in 98 cities. 3S facility format.

TAPUKARA GREATER NOIDA

SHOWROOMS

SALES BREAKUP OF HONDA

STP

SEGMENTATON
Demographic segmentation:

Age and Life cycle stage: Honda Amaze E MT diesel : Young age group between 21-25 .(Basic model and fuel efficient). Corporate executives age group between 25-35.

Income:
Medium : upper-middle income group.

Psychographic Segmentation:

Life Style:
Honda Amaze is targeting upper middle with stylish design and looks, at an affordable price . Targets young corporate executives who prefers to travel in a sedan than a hatch-back car .

Behavioural Segment:

Benefit:
People who are very particular about quality and fuel efficiency . since honda is known for its quality products , people will be pleased to buy honda amaze which excels in quality adding with fuel efficiency.

TARGETING

Upper-middle income bracket. Attracts young corporate executives.

POSITIONING
Honda Amaze positioning:

Ordinary is out AMAZING is in.

Honda positioning:

Basic positioning as QUALITY .

The power of dreams.

SWOT

STRENGTHS

Strong Brand image. R&D capabilities Fuel efficient and eco-friendly engine technology.

Reliability.

WEAKNESS :
Expensive spare parts & labour costs Decreased employee productivity.

No emergency service facility available

(Maruti's MOS)

Low production capacity-long waiting period

Declining operating margins.

OPPORTUNITIES :

Hybrid technology

Less competition in diesel variant cars

(midsized-sedan).

THREATS

Economy slowdown Competition Tightening emission control Sales outlets are less in number comparatively.

COMPETITORS ANALYSIS
Price-4.99-7.6 lakh

Honda AMAZE
Maruti Suzuki Dzire

Regular three box design

ENGINE-1.2 litre(petrol),1.5 litre(diesel) Mileage-25.8 kmpl Sales outlets-150

Price-4.92-7.5 lakh Rear seat is cramped Engine-1.2 litre(petrol),1.3 litre(diesel) Mileage-23.4 kmpl Sales outlet-1200

OTHER COMPETITORS :

Mahindra Verito Vibe. Hyundai plans to launch a sedan based on i10,HB20 sedan based already launched in Brazil.

MARKET SHARE
Market share calculated for June:

Amaze holds 14.32% of Market share. It sold 4965 units.

While its competitors Maruti Suzuki Dzire had 49.61%, Tata Indigo eCS 32.10% and Mahindra Verito Vibe 3.97% of the market share of total Mid-Size Sedan

segment.

Percentage Breakup of Share

Market Share

14.31

49.61 32.1

Dzire Verito Vibe Indigo eCS Amaze

3.97

RECOMMENDATIONS
Increase the production capacity to meet the demand . Reduce the waiting period. Increase dealership & service networks. Design of the vehicle can be improved . Increase promotions and Advertisement . Market penetration strategies in rural areas.