Hero Honda Pleasure“Why should Boys have all the Fun?” :
Hero Honda Pleasure“Why should Boys have all the Fun?” Launched in 2005
The introduction & Positioning was guided by a research, which shows that many upwardly mobile women in the 18-25 year age group are on the look out for buying a trendy two-wheeler.
Brand Ambassador Priyanka Chopra
The “silly village girl” commercial was a hit.
Boy shoulds boys have all the fun…
Findings of the Survey: Hero Honda Pleasure :
Findings of the Survey: Hero Honda Pleasure Is that some new thing? Smart, Trendy, Fun to ride Pleasure? Hero Honda? That new Scooty? “Woh Priyanka Choprawala?”
Hero Honda Pleasure Image Audit :
Hero Honda Pleasure Image Audit Hero
Honda
Pleasure Functional
100cc engine
Gearless comfort
Light weight and easy to maneuver Social
Image of a modern woman
Symbol of self reliance Mental
I have an identity
I can decide where I wish to go
I can stand up against the tide Spiritual
This is my personal belonging
Girls are special; so is my bike Based on the Market Research
Change positioning? :
Change positioning? NO
Reasoning:
9% market share in year one
Acceptance by the target audience
Scooty Pep+ and Honda Activa losing share to Pleasure.
Achievements considering the relatively low share of mind and share of voice for scooters from Hero Honda.
What about Just4Her???(where every Girl is a celebrity) The positioning is sound; it only needs
an enhanced communication strategy
Brand Key :
Reason to believe Benefits Deliverables Insight Competitive Environment
Established Players
9% Share for HH Pleasure in Yr 1 Target
Independent, Free spirited
Women Women need their own space
They want their own identity
They want to stand at par with men Essence Style
Comfort
Easy ride A woman’s true
Friend Legacy of Hero Honda
Proven technology
Established service Independence
Effortless drive
Fuel Economy Image
Youthful ‘n Vibrant
Expression of the woman Brand Key Values and personality
Slide 7:
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