Honda City

Topics: Honda, Honda Civic, Honda City Pages: 34 (12780 words) Published: May 17, 2013
Marketing Management|
PGDM B Division (2012-2014)|
* Priyanka Mahapadi (78) * Rohan Patel (97) * Sargam Mehta (99) * Aaditya Ranka (100) * Praveena Menon (102)|


Sr.No| Topic| Page No.|
1| Introduction to Honda| 4|
2| Honda City in India| 7|
3| Segmentation, Targeting and Positioning| 9|
4| Marketing Mix| 14|
5| The Downfall of Honda| 30|
6| The Emperor Strikes Back| 35|
7| Future Prospects| 37|
8| Questionnaire and its Analysis| 38|

This project would not have been possible without the kind support and help of some individuals. We would like to extend our sincere thanks to all of them.

We are highly grateful to Mr. Shrinath Waghole, COO of Apex Honda, Sion Branch for his guidance and providing us with necessary information regarding the project & also for their support in completing the project.

We would like to express our special gratitude and thanks to industry persons for giving us such attention and time.

Introduction to Honda:
Honda Siel Cars India Ltd., (HSCI) is a leading manufacturer of premium cars in India which was established with a commitment to provide Honda’s latest passenger car models and technologies, to the Indian customers. The company is a subsidiary of Honda Motor Co. Ltd., Japan.  HSCI was incorporated in 1995 as a joint venture between Honda Motor Co. Ltd., Japan and Siel Limited, a Siddharth Shriram Group company.  HSCI’s first manufacturing unit was set up at Greater Noida, U.P in 1997. The green field project is spread across 150 acres and has an annual production capacity of 100,000 units. The company’s second manufacturing facility is in Tapukara, Rajasthan. This facility is spread over 450 acres and currently has a state-of the art Power train and Press shop. The first phase of this facility was inaugurated in September 2008.  The company’s product range include Honda Brio, Honda Jazz, Honda City, Honda Civic and Honda Accord which are produced at the Greater Noida facility. The CR-V is imported from Japan as a Completely Built Unit. Honda’s models are strongly associated with advanced design and technology, apart from the established qualities of durability, reliability and fuel-efficiency. Sales Network

Honda Siel Cars India has a strong sales and distribution network spread across the country. The network includes 137 authorised dealership facilities in 85 cities. HSCI dealerships are based on the "3S Facility" format, offering complete range of Sales, Service and Spares services to its customers. Environment and Safety

The Honda Group is globally recognized for its concern towards environment, safety and conservation of the society in which it operates. HSCI follows the same in India for achieving high standards in environmental safety in the various processes of car manufacturing. It operates under the ISO 9001 standard for quality management and ISO 14001 for environment management.

Honda Assure
'Honda Assure' is an Insurance initiative introduced by HSCI to enhance ownership experience for Honda car customers. Under the Honda Assure program, all Honda car customers get the benefit of a more transparent, hassle-free transaction and a quick turnaround time on their insurance claims. The entire transaction is routed through an on-line central server which enables HSCI to monitor the overall operations more effectively. Some of the direct benefits to the customers include Cashless Insurance across India, instant policy issuance, and improved turnaround time. Auto Terrace

Honda's Exchange and Pre-Owned car division Auto Terrace has been in existence ever since the inception of HSCI in India. Present in all major Honda dealers across the country, Auto Terrace presents itself as the one-stop solution for catering to the needs of customers wanting to exchange their existing cars for a New Honda car. Technology

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