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After Unicorn, Honda launches Shine in India

09-March-2006
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After Unicorn, Honda launches Shine in India

Honda Motorcycle and Scooter India Pvt Ltd (HMSI) has launched a new 125cc bike, Shine, in India. This is the second bike after Unicorn from the wholly owned subsidiary company of Honda Motor Company, Japan.

Honda Shine will be available at prices varying from Rs 45,000 to Rs 50,000 in different parts of India. The bike will be launched zonal wise beginning North and Central zone from April 17, 2006.

“We are already at a leadership position in the scooter segment with 1 million sales of Honda Activa last year. We are targeting 2 million total sales by 2010. We will be making Rs 100 million additional investment in India in the next three years,” said Y Aoshima, President & CEO, HMSI.

“The 125 cc bike segment is emerging as a new important segment. We are targeting 1.7 lakh units sale in the current financial year,” informed N K Rattan, AGM Sales and Marketing, HMSI.

On the marketing strategy front, Honda was set to exploit all the media vehicles to promote the bike to communicate the punchline, ‘Dream it, Do it’, informed Munish Bajaj, Manager, Marketing, HMSI. When asked whether the company would use the online medium, Bajaj said, “Previously, we have used the online medium for the promotion of our scooter Honda Deo through Rediff.com and have got fairly good results. We may use the medium this time to promote the bike.”

The TVCs are still in the pipeline and would be launched by the end of April. At present, Dentsu handles the creatives, while The Media:edge handles the media account of the company.

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