STP and 4P analysis

Hero Karizma ZMR

STP Analysis
Karizma ZMR Commercial

https://www.youtube.com/watch?v=dRosUZRLrOo

Segmentation Based on the Karizma ZMR commercial

Geographic:

Demographic:
Age

Income

Family Size

Education

Gender

Occupation

Region*

City#

Rural/Urban
SEC classification

Psychographic:

Behavioural:
Occasions

Usage rate

Lifestyle

Benefits

Loyalty status

Personality

User status

Readiness stage

Attitude towards
product
#

Relevant segmenting
variable

*Irrelevant segmenting
variable

Characteristics of relevant segmenting variables

City
Tier I

Personality

Tier II

Compulsive

Tier III

Male

Enthusiasti
c

Female

Positive

Age
25-30

Indifferent

30-35

>35

Quality

Service

Semi urban

Middle

Econom
y

Speed

Lifestyle
Culture

Urban

Income
Lower

Negative

Benefits

Rural/Urban
Rural

Ambitious

Attitude towards
product

Gender

20-25

Authoritari
an

Gregarious

Outdoo
r

Sports

SEC classification
Upper

A1

A2

B1

B2

Targeting Based on Karizma ZMR commercial

City
Tier I

Personality

Tier II

Compulsive

Tier III

Male

Enthusiasti
c

Female

Positive

Age
25-30

Indifferent

30-35

>35

Quality

Service

Semi urban

Middle

Targeted customer segment

Econom
y

Speed

Lifestyle
Culture

Urban

Income
Lower

Negative

Benefits

Rural/Urban
Rural

Ambitious

Attitude towards
product

Gender

20-25

Authoritari
an

Gregarious

Outdoo
r

Sports

SEC classification
Upper

A1

A2

B1

B2

Positioning Based on Karizma ZMR commercial

Hero Motocorp is running a campaign for the
Karizma ZMR 2014, themed Above all.
Hero has used User and Category positioning
strategies to market the new Karizma ZMR
targeting the bikers who are always ready for
action.
Positioning statement:
Karizma ZMR provides the best riding experience
among all semi premium sports bikes, because of
improved projector headlight, stunning turn
indicators, wind screen attached mirrors, split
seat, and newly designed exhaust.

4P Analysis
Product (Karizma ZMR)

(1/2)

Safety
Diamond framework for aerodynamic
stability
Firmness on road provided by:
Broad rear tyre + Nitrox suspension
Dual disc brakes

Product variants
Colors: Panther black, Blazing red, White,
Orange
Product evolution:
Karizma (2003)
Karizma R(2007)
Karizma ZMR (2009)

Design
Better aesthetics provided by:
Vertically stacked twin headlamp
LED daylight running lamp (DRL)

Quality
Product of highest quality
Approved by ARAI (Automotive Research
Association of India)

Features
Powerful 4 stroke engine (220+ cc single
cylinder)
Sporty seating posture, Aerodynamic
design
Real time mileage indicator

Warranties/Services

Break-through service package: 3 years

or 40K kms
Warranty period and 6 free service
benefits up to 18 months

Product

(2/2)

Potential
product
Karizma Product placement
Augmented
product

Expected product

Basic product

Core benefits

Login ID and Password to start the

bike. Protection against bike theft

Home pick up and drop for servicing

using Mobile App

Sporty design, PGM-FI engine, Nitrox

suspension, Extended Warranty

High Mileage, Strong braking system,

Better Pickup

Transportation

Place

(1/2)

11. Distribution Channels

Extensive distribution network with
To strengthen their network in rural
more than
areas, the company started sales,
servicing and spare part outlets in
75 parts distributors,
small towns and villages across
800 authorized dealers and
India.
1150 Authorised Service Centres
In 2009, the Company focused on
across India
enhancing its reach across
Operational in over 18 countries
unrepresented geographies
through 6000 + touch points across the
through a unique programme
world
called Service Har Jagah.
Over the past four years, its distribution
Around 8,500 service camps
network has grown nearly 2x compared
conducted on a monthly basis
to peers
covering 7,500 villages.
Mode:
Online
HERO GENUINE PARTS: Dedicated
business
E-commerce
Snapdeal
and Hero MotoCorp have tied up to sell the
unit major
for serving
customers
latters
productsparts
online.
need
of genuine
Hero Motocorp is working to develop its own online retail sales venture, likely
to go live later this year.

Place

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21. Locations
At present, Hero MotoCorp has
three manufacturing facilities -at Gurgaon and Daruhera in
Haryana and Haridwar
inUttarakhand-- with a total
capacity of 6.9 million units
annually.

It is set tocommissionthe fourth

facility at Neemrana in
Rajasthanand is in the process
of building its fifth facility in
Halol, Gujarat at an investment
of Rs.1,100 crore.

33. Market Coverage

The showrooms are present in Metros, Tier 1,2 and 3 cities as well as all
the cities and towns with population of 1 lac & more.

44. Transport
The transportation from manufacturing site to distribution centre and
from there to showrooms is handled by Damco and Parekh logistics
based in Noida and Faridabad.

Pricing

Karizma ZMR
Rs 105,500

Text
Yamaha R15
Rs 119,500

Pulsar 220
Rs 94,000

Comparison of bike prices in the sport segment

Karizma ZMR is basically a premium sporting bike.

Its pricing is very competitive , when compared to its counterparts like Yamaha & Bajaj.
Moreover when it comes to the pricing of spare parts of the bike it is comparatively
cheaper and more easily available than other bikes available in this segment.

Promotion

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TV Advertisements

Jet Set Go (2003)

Always Game (2007)

Above All (2009)

Ads like Jet Set Go, Always Game

and Above All were targeted to all
those customers who wanted a stylish
and sporty bike as a status symbol
rather than utility. Hrithik Roshan rode
his Karizma faster than a fighter
plane in the ad Hero Karizma, Jet Set
Go and created a sensation amongst
the youngsters.

Reality Show- Roadies

Reality Show MTV Roadies has been
promoting Karizma from its very first
season. All competents use only the
HeroKarizma bike from the last twelve
years.
So, by sponsoring the show Hero
promotes their brand Karizma among the
youngsters all over India and also gave
bikes to winners and other challengers.

Promotion

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Online Contest- Hero Karizma ZMR Wanderers

Hero being one of the Major sponsors of the
2011 ICC Cricket World Cup promoted Karizma
ZMR by launching an online Kricket game.
It displayed its flagship model the Karizma
ZMR in the flesh on a strategically chosen
spot on the ground in every single cricket
match in the 2011 World Cup.

Cricket World Cup

An ongoing monthly online contest hosted on
Autocar India and Hero MotoCorps facebook
page where all participants answer some
simple questions, and at the end of the
contest every month, three winners are
chosen.
These lucky bike enthusiasts win an allexpenses-paid two nights, three days ride on
three Hero Karizma ZMRs. The rides are
planned well in advance and cover several
beautiful locations across the country.

Thank You