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Richie Rich

Honda needed a brand redevelopment in India

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The global brand Honda had a comparative lower sales record in India, making it realise the need to be adapted according to the Indian markets so it cleverly re-engineered its engine as well its marketing strategies to fit in well.

This smart move has done wonders to the sales of the global brand products in Indian markets. The company had through researches to penetrate deeply into the Indian lifestyles to know more about their expectations, habits, knowledge and media exposure regarding their rides.

The setbacks were sited through this research and it was concluded that though their products were brilliant but didn’t exactly cater to the needs of the customer base they were aiming at. Hence the company became conscious of the apt pricing ranges, one of the key aspects for the Indian populations. With the launch of Honda’s new entry level sedan it was priced competitively to be at par with other brands.

Another comprehension of this research was that Indian crowds are crazily focused on fuel-efficiency of the car, hence becomes the second major deciding parameter for their vehicles. Stressing upon this feature, Honda came up with the best in class fuel-efficient Honda Amaze as well as amplifying the effect it also introduced its diesel variant modified to suit Indian roads, weather conditions and an engine specifically built for quality of diesel available in India.

The company also felt that the reason holding back their sales record of was the perception of Honda being an expensive brand hence its maintenance would cost the owner a fortune. The multinational brand worked intelligently on this as well and introduced economical maintenance packages for money-conscious Indians.

In the process it was noted that the customer-base it aimed for was mostly owner-driven rather than chauffeur-driven so the interiors were so adapted to make the ride for driver as well as passengers pleasurable. A few alterations were done in the placement of the audio system, speakers and air-conditioning vents as well as the seat back angle and seat cushion so as to make it more convenient for the driver.

Honda became aware of the fact that its media promotions were ineffective as their non-Indian base ads were something people did recognise with. It marketed products with a blind eye, not being sensitive to the receptive abilities, patterns and extend of various media channels for Indian masses. It marketed usually through print media with English taglines which was of no relevance to the major non-English speaking audiences. The visual media also supported backgrounds which were not familiar with Indian taste or had model of other nationalities.

The end product of these all these ideas was an Indianised Honda which marked its success by the launch of its latest venture, Honda Amaze which not only had been adapted according to Indian taste and needs, but with its superior looks and best in the segment fuel-efficiency, it also was promoted skilfully and righteously.

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The global brand Honda had a comparative lower sales record in India, making it realise the need to be adapted according to the Indian markets so it cleverly re-engineered its engine as well its marketing strategies to fit in well.

This smart move has done wonders to the sales of the global brand products in Indian markets. The company had through researches to penetrate deeply into the Indian lifestyles to know more about their expectations, habits, knowledge and media exposure regarding their rides.

The setbacks were sited through this research and it was concluded that though their products were brilliant but didn’t exactly cater to the needs of the customer base they were aiming at. Hence the company became conscious of the apt pricing ranges, one of the key aspects for the Indian populations. With the launch of Honda’s new entry level sedan it was priced competitively to be at par with other brands.

Another comprehension of this research was that Indian crowds are crazily focused on fuel-efficiency of the car, hence becomes the second major deciding parameter for their vehicles. Stressing upon this feature, Honda came up with the best in class fuel-efficient Honda Amaze as well as amplifying the effect it also introduced its diesel variant modified to suit Indian roads, weather conditions and an engine specifically built for quality of diesel available in India.

The company also felt that the reason holding back their sales record of was the perception of Honda being an expensive brand hence its maintenance would cost the owner a fortune. The multinational brand worked intelligently on this as well and introduced economical maintenance packages for money-conscious Indians.

In the process it was noted that the customer-base it aimed for was mostly owner-driven rather than chauffeur-driven so the interiors were so adapted to make the ride for driver as well as passengers pleasurable. A few alterations were done in the placement of the audio system, speakers and air-conditioning vents as well as the seat back angle and seat cushion so as to make it more convenient for the driver.

Honda became aware of the fact that its media promotions were ineffective as their non-Indian base ads were something people did recognise with. It marketed products with a blind eye, not being sensitive to the receptive abilities, patterns and extend of various media channels for Indian masses. It marketed usually through print media with English taglines which was of no relevance to the major non-English speaking audiences. The visual media also supported backgrounds which were not familiar with Indian taste or had model of other nationalities.

The end product of these all these ideas was an Indianised Honda which marked its success by the launch of its latest venture, Honda Amaze which not only had been adapted according to Indian taste and needs, but with its superior looks and best in the segment fuel-efficiency, it also was promoted skilfully and righteously.

Good write up Richie Rich, also with time Honda had caught the beat of Indian's. Last but not the least here may apply to Honda. The thing is that, the game could have been one sided if Honda would have done all this research before the launch of the Maruti DZire notchback. As, Amaze is launched throughout a great research from Indian market and Honda have now become Indianised though but the fact can't be neglected that DZire occupies a big percentage of the market. It doesn't mean that Honda can't do well in this segment but the fact that Honda is a bit costly than Maruti would definitely affect the sales of the car. As time has passed the sales of Honda has increased rigorously and has made a name for itself in the tough market, that's all b'coz of the hard work of Honda's engineers. Soon more Honda's would be on road, also a few months of waiting period is going on, on their recent product Amaze.

Intro of the new diesel 1.5 i-Dtec has also created a hype amongst the Indians cause of it's powerful and driveable nature mixed with greatest fuel efficiency. In future, Honda is going to use this engine in their upcoming products like the new refreshed City (which is on it's way) and the new Jazz that may debut Indian market in 2014.

In all of this hasselfull market only one thing for Honda comes up & that's BEST OF LUCK HONDA!!!

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New / refreshed Honda City with Diesel engine would be a very intersting package. If priced well could storm the market.

Going ahead they will have in the volume segment - Brio, New Jazz, Amaze, Brio-based MPV, City in their line up. May be a Compact SUV. They dont seem to be too interested in new Civic for India as also a small car. This will become a very decent lineup. It will be a good balance for Honda brand between a mass market and premium segment (with Accord and CRV).

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New / refreshed Honda City with Diesel engine would be a very intersting package. If priced well could storm the market.

Going ahead they will have in the volume segment - Brio, New Jazz, Amaze, Brio-based MPV, City in their line up. May be a Compact SUV. They dont seem to be too interested in new Civic for India as also a small car. This will become a very decent lineup. It will be a good balance for Honda brand between a mass market and premium segment (with Accord and CRV).

But i think the new CRV being a great overall package needs to be fitted with a diesel heart as most of the Indian buyers esp. today look forward toward a diesel SUV/ Softroader. The line up that Honda have prepared for India is great to look at but all the upcoming products would need to be priced aggressively like the new Amaze, but, the one thing that Honda should or must retain is the quality of product that they create. Amaze being a great product have received a feedback that the interior quality is not as good as seen on Honda's, so this is the plus point that Honda should not loose at any cost and also have to keep the pricing at it's best for Indians.

Also, the company must pay attention towards it's dealerships and service. Service costs should become less with time as this is a main aspect that an owner would definitely want from his/her car. Let's say the costs of service of a Honda (say Amaze petrol is a few hundred more than the competitor DZire) thus these kind of costs should be controlled by company thus giving the owners a confidence in owing a Honda.

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From whatever i understand is that they do have 2.2 ltr Diesel engine on CRV in some of the developed countries, but it seems that engine is not very compatible with diesel fuel quality in India, and would require working on the engine to make it suitable for Indian conditions.

Plus they are currently bringing CRV in CKD form in India, so it is not possible for them to bring the cost down substantially in order to sell in good numbers. The current 1.5 ltr engine of Amaze would be underpowered, so thats why Honda is not bringing CRV diesel in India.

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