Hero Honda has opened 22 sales outlets across the country exclusively for women as part of a marketing campaign for its new gearless scooter ‘Pleasure.’ This is Hero Honda's first scooter.
Two of the 22 sales outlets serving only women are located in Chennai, said P S Sunder, Head, Marketing, Hero Honda, today during a press conference at the launch of ‘Pleasure’. The demand for gearless scooters in the southern and western parts of the country is strong, he added.
The marketing campaign for Pleasure has a strong orientation towards potential lady customers. Sunder said that the company had a number of add-on customised programmes that make ownership easier for its lady customers.
Sunder explained the orientation of the marketing campaign in terms of the ‘demographic changes’ in the country. The growing presence of women in different areas was a part of the change, he added.
Pleasure has been priced at Rs 36,400 (ex-showroom, Chennai) and the company expects to sell about 10,000 units a month. According to Sunder, the market for scooters in India is about 1 million units a year.
It is about 13 per cent of the total two-wheeler market of about 7.5 million units.