Swot of Honda Unicorn

Topics: Social media, Facebook, TVS Motors Pages: 10 (2745 words) Published: January 20, 2013
We monitored and analysed the social media networking activities and social media initiatives of the following leading two wheeler companies: Bajaj Auto
Hero MotoCorp
Hero Electric
Kinetic Motor Company

LML India
Royal Enfield Motors
Suzuki Motor Corporation
TVS Motor
Yamaha Motor India
Mahindra Two Wheelers
Harley Davidson
Garware Hyosung
Some of these companies are market leaders, others are new entrants, and a few do not seem to have heard of social media, for good or bad - we could not find them in Facebook, Twitter or Youtube, and they do not appear to make use of Web 2.0 tools.

We took into account only four major social media platforms (the presence of India Inc, leave alone the two-wheeler industry segment, in Google Plus or Pinterest appears to be negligible at present):

1. Facebook
2. Twitter
3. Youtube
4. Web 2.0 tools
Industry Overview
Just to give an overview of the two-wheeler industry, India is the second largest two wheeler market in the world, next to China. The two wheeler industry segment largely comprises motor cycles, mopeds, and automatic scooters. The yearly sales is pegged at around 13.5 million units.

India is home for Hero Motocorp, the world’s largest two wheeler manufacturer with the total production capacity of about 7 million units per year. Apart from Hero, other leading domestic players in the market include: Bajaj, Kinetic, and TVS. These domestic players are increasingly facing intense competition from foreign entrants: Honda and Suzuki. For instance, Honda has already become the market leader in the scooter segment. Status Update

Social Media Fact Sheet

Business Priority: Brand Promotion
We first tried to find what are the key objectives of two wheeler companies in the social media space. From the business perspective, there could be as many as four broad goals: increasing revenue/sales through brand promotion, sourcing product ideas, providing support to customers, and promoting/evangelising a cause.

In the backdrop of the increasing competition, the leading players as well as new entrants in the industry are keen to use social media for brand development. We are yet to find an idea contest to crowd source ideas or the setting up of a community to provide customer support, and so on.

For instance, take the case of the market leader, Hero MotoCorp, and the new entrant, Piaggio. Hero Motocorp has launched a massive brand promotion campaign - Heroes Songs - that is extensively based on social media channels like Facebook and Youtube. This on-going campaign is inviting the public to sing the lyrics of “heroes song”, capture it in a video, and upload it to their portal www.billionvoices.in. We do not have official figures as to the number of videos uploaded, but with the incentive of getting the chance to appear in the TV commercial of Hero Motocorp with A R Rahman, we can guess that the rate of participation is going to be phenomenal.

The new entrant, Piaggio Vehicles Private Limited (PVPL), a 100% subsidiary of Piaggio S.p.A of Italy, has setup an exclusive web 2.0 portal: onceuponavespa.com to create awareness about the Vespa legacy as "an ageless brand that is now a symbol of a distinctive lifestyle in market after market around the world". Onceuponavespa.com is a piece of web 2.0 art. The portal presents rich media Internet features to let visitors explore about eight sections. The lucky participants of Vespa's contest win a trip to Italy and daily prizes. As on date, over 20,000 people have explored onceuponavesa.com Creating Content and Conversation

A status update at TVS Apache Facebook Page
User generated content, interactive content, multimedia content are the holy grail of social media. As pointed out, the Heroes Song or Billion Voices campaign, Hero Motocorp is generating video content from its fans. It published lyrics in all major local languages. Users can sing the heroes song,...
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