The marketing structure of Honda Karizma Bikes
by Pooja Late so cutThe manufacturers of Honda Karizma, Hero Honda Hero
Honda's commitment is to customer - quality & excellence. Hero Honda's key
strategy has been driven by innovation in every sphere of activity. Hero Honda
Bikes are manufactured across three globally benchmarked manufacturing
facilities. Hero Honda's product range includes variety
of motorcycles that have set the industry standards across all the market segments.
The marketing mix of a company will depend upon the
characteristics of the target and at a particular period of time.Thus marketing
mix can be mentioned as-Product , Price , Place ,
Promotion.
Now analyze the marketing mix of Hero Honda Krizma:
PRODUCT STRATEGY
Products are the means by which organizations satisfy
consumer’s needs. The elements of then product mix which the marketer can
control include quality levels, styling, special design features, durability,
packaging, range of sizes or options, warranties, after-sales service and brand
image. The ranges of products offered by firms need to adapt to changes in the
marketing environment.
Hero Honda has
launched Karizma R with following elements:
Karizma R is a very stylish bike. It focused on
youngsters. It looks very great with black magnesium alloy die-cast wheels dual
light tailpiece, front indicators, the stunning colors, the powerful 225 cc
engine,the fairing, silencer unit, stepped up seat, panel shapes and new yellow
black instrument binnacle. The tank holds 15 litres of fuel.
This is a sporty bike and youngsters like only sporty
bikes. It is available with five colors that are Red, Vibrant, Blue, Moon
Yellow, Force Silver and Black. It has Four stroke engine and one cylinder. It
gives best possible seating position for the rider and the pillion. The pillion
seat has little bit longer than rider.
The top speed of the bike has 125kph. The Karizma's
mileage figures depend on how it is ridden. Under city riding conditions, the
bike returned 30kpl and on the highway conditions, the bike returned an
impressive 45kpl at a speed of 70kph. Overall it is a great bike with superb
refinement, comfort and great handling.
PRICE STRATEGY
Pricing is one of the most important elements of the
marketing mix .Pricing is a critical element of following by most companies
marketing mix, as it determines the revenue which it will generate. While
setting price many factors are considered as it is difficult part of the
marketing mix. Prices can be varied with the place. . Pricing is difficult and
must reflect supply and demand relationship
The Hero Honda Karizma price is reasonable in India.
The Bike surely appeals to all youngsters as a personal choice. It is a highly
capable and stylish bike but high price puts it out of reach for many.
The Hero Honda Karizma use product line pricing. It
means they use different price for same product range. A Hero Honda company
offering different Bikes with different features at different prices. The
greater the features and the benefit obtained the greater the consumer will
pay. This form of price discrimination assists the company in maximizing
turnover and profits.
The Hero Honda Karizma charges different prices in
different states according to different colors. It charges highest price in
Mumbai that is 83,638/- and lowest price from Delhi that is 75,707/- Indian
Rupee.
PROMOTION STRATEGY
Promotion is also called sales promotion or marketing
promotions. Promotion is used by companies to communicate the benefits of their
products to their target markets. Promotional tools include advertising,
personal selling, public relations, sales promotion, sponsorship and
increasingly direct marketing methods.
The Hero Honda company uses so many tools for the
promotion of their brands. They raise awareness in customers throw advertising.
They use television, radio, newspaper, posters, and internet as a medium for
advertising. People easily understand the features and benefits of the product
from these modes of advertisement. They accept the brand identity and ready to
buy the product.
The Hero Honda Karizma focused on product incentive
promotion tactics. For this they offer free trials or sample packages, coupons,
prizes, and more.
It use Business to business promotion strategy, such
as trade shows, conventions, sponsorships, contests, give-aways such as pens,
notepads, hats, etc (all imprinted with the company's identity on it).
It also use Print communications for promote the
brand, such as brochures, catalogues, flyers, single sheet promotions, etc
Author’s Bio
Bernard
Oliver in this article informs his passionate reader on how to sell their karizma zmr. He also listed some of the achiever bike documents
that should be ready when you want to make the sell.
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Created on Oct 30th 2017 08:52. Viewed 361 times.