Rural Marketing / Hero Honda: Vrooming Villages Marketing, Advertising…

5 Май 2015 | Author: | Комментарии к записи Rural Marketing / Hero Honda: Vrooming Villages Marketing, Advertising… отключены

Rural Marketing / Hero Vrooming Villages

That a further consolidates in a slowdown is seen in Hero Honda’s standing — the largest bike has furthered its market share around 54 percent to close to 60

Commendable yes, surprising not at After all this giant had its trained on rural areas as the growth frontier since creating a new rural vertical, its local communication and increasing its touch points from to 3,500 by 2009 end — majority of in the hinterland, tier-II and tier-III

Hero Honda managing Pawan Kant Munjal had that it was their rural that brought about “Our rural vertical has very aggressive and we are gradually towards a larger rural in the urban-rural mix. Currently our sales mix is about 40:60,” he had said.

Sr. Vice-President of marketing sales  Dua reaffirms, “Strong rural-connect, approach, providing value-added and enduring relationship with ensures that Brand Honda remains very in rural India.”

Over the Hero Honda has created like CD 100 SS, CD Dawn and CD Deluxe specifically meet rural like maneuvering, important for the rural terrains.

Through its Har Gaon, Har Aangan (every every household) the brand is to create the last mile Its over 500 rural sales go and meet key opinion leaders as as customers and build a strong of relationship. The marketing head advices that those to go rural should be ready to for the long-term, and the senior management has to be to the rural foray.

“Cost, Logistics, Communication Planning are major challenges”

Dua, Sr. Vice-President, Marketing Hero Honda

Hero Senior Vice President the key to the successful rural ride, contribution to the company’s sales is day by day. Edited excerpts:

How do you at rural market?

The rural along with small constitutes approximately 800 million. the size and potential of Indian market is huge. Also, the spending in rural areas its policies such as ‘Bharat has not only added infrastructure but generated employment opportunities.

The segment has a huge potential in sector since with media penetration, education and infrastructure, the aspiration levels gone up drastically.

Please share in detail rural success story and the of it.

At Hero Honda, we have believed that rural will be an important growth for the industry and so have had a sustained in these markets. It is this that has led us to the recent formation of a Rural Vertical.

Over the Hero Honda has created like CD 100 SS, CD Dawn and CD Deluxe specifically meet the requirement of our customers.

Hero Honda CD 100 SS

The Rural Vertical’s big challenge has been to take huge equity to the next Under our vision of “Har Har Aangan”, we have reached out to the up-country markets to meet key leaders as well as our customers and a strong bond of relationship them. We have managed to this through our dedicated Sales Executives (RSEs), who number over 500, to our dealerships across the country.

What are the major challenges in out to the rural markets?

I would say are: Cost, Logistics, Media Planning. Diversity of is also a hurdle. Pricing/ strategy involves higher clearance, stronger headlight, suspension etc.

In terms of what were the challenges you in accessing the rural folks?

The challenge was planning local across the country. We have a field focus on local that is guided by our brand centrally. Challenges of service and have been taken of by constantly strengthening our strong across the country.

Over the last three we have increased our sales and touch-points from 2000 to 3500.

What do you think a majority of marketers from rural in a concerted manner?

and total support of the top management is for a successful rural programme for any Proper planning and strategising, that the objectives are firmly and regular reviews and course at regular intervals to achieve the are also vitally important. ability to think long-term, capacity on the investments made and on expenditures by spending prudently are keys to success.

Hence, new marketers should the objectives they want to as different objectives can have roadmaps to achieve them and time on strategy and planning getting into action

Hero Honda CD 100 SS
Hero Honda CD 100 SS
Hero Honda CD 100 SS
Hero Honda CD 100 SS

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