Hero Honda has launched two new entry level 100 cc bikes – new CD Dawn and CD Deluxe, meant for the rural and urban markets, respectively. The company will be promoting both the bikes using the traditional mediums along with its regular OOH initiatives.
Hero Honda has already launched six new models this fiscal, including these two, out of the eight planned. Speaking at the launch, Brijmohan Lall, Chairman, Hero Honda Motors Ltd, said, “It is a tradition at Hero Honda to continually innovate and develop new bikes and provide better vehicles with the latest technologies available.” The company plans to unveil the other two models before the end of this fiscal.
Elaborating on the marketing strategy of the company, Anil Dua, VP, Sales and Marketing, said, “The bikes will be promoted using the traditional media. We will make use of our year-round outdoor marketing initiatives as well.”
He further said, “As our target group mainly comprises young people, we try and reach out to them wherever they are present. Brand ambassadors from the cricketing fraternity have helped us a lot in doing this. We also received a great feedback for our CBZ X-treme campaigns on the Internet prior to its launch.”
While the company’s creative and media duties are scattered with various agencies, the creative duties for the new bikes would be with JWT, while Maxus would be the media agency.