Top Story


Home >> Advertising >> Article

Hero Honda unveils ‘World No 1’ promotions, enhance ad and promo budget

Font Size   16
Hero Honda unveils ‘World No 1’ promotions, enhance ad and promo budget

The Rs 4,539.49-crore Hero Honda Motors Ltd (Hero Honda) is thrashing out an aggressive strategy to support its ‘World No 1 Celebration’ project. It will also enhance its advertising and promotion (A&P) budget to Rs 110 crore in fiscal 2002-03, up from Rs 92 crore in 2001-02. It will also launch the second phase of its successful loyalty and reward initiative ‘Passport Programme’ beginning May 2002.

The company became the world’s largest two-wheeler company by volume sales of 1,425,302 motorcycles in fiscal 2001-02 up from 1,029,510 units in the last fiscal.

While the A&P budget will be allocated as two per cent of the overall turnover, the Celebration project will be financed through internal savings. Under the Celebration project, Hero Honda is offering a price benefit of Rs 1,001 across all Hero Honda models.

By a rough reckoning, at the retail front, the Celebration project should cost Hero Honda around Rs 180.18 crore if it meets its sales target of 18 lakh motorcycles in fiscal 2002-03.

Hero Honda plans to launch shortly the second phase of its successful Passport Programme, a customer relationship programme, which it launched last year to reward and retain Hero Honda buyers.

Under the new thrust, Hero Honda will soon launch co-branded loyalty cards and a host of promotional activities. The company plans to double the number of Passport holders to one million this fiscal.

Besides winning new customers, the Passport Programme is also indicated to have brought additional spares and sales businesses to Hero Honda dealerships.

Hero Honda has set a spare parts sales target of Rs 250 crore in 2002-03 up from Rs 203 crore in 2001-02.

Hero Honda’s enhanced A&P budget is intended at supporting a range of new motorcycle launches — including the new 100-cc Dawn which is priced at Rs 37,000 and replaces Joy — besides maintaining its existing portfolio.

Source: Financial Express


Rajat Sharma who was recently elected as President of the NBA talks about his plans for the industry body

The Country Sales Manager Media at Akamai says that technology seems to be taking over all possible spaces and people considering it in both positive and negative ways

The India Marketing Lead of Skyscanner believes that with the acquisition by Ctrip they have reached the market leader status

Our typical marketing budget is usually 10 per cent of the topline spend

The BBC carried out a survey along with Globescan to see how the world looks at the issue of ‘fake news’

The objective of content marketing is not just to encourage product purchase or generate ROI. The key to its success lies in building relationships based on trust, opines Dasgupta

The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions