Hero Motocorp Promotion Stratgey
MARKETING ASSIGNMENT – PROMOTION
HERO MOTOCORP – “Hum mein hein Hero”
Submitted by: SECTION E
RUCHIK KIRTI GANDHI SWAROOP S SHENOI SAYAN BAGCHI UTKARSH TIWARY APAL PRIYA PARMAR ARUP MANDAL
GROUP 9
2012PGP317 2012PGP393 2012PGP344 2012PGP413 2012PGP056 2012PGP277 2012PGP066
I. CONTEXT
After the decision of the Board of Directors of the Hero Honda Group to terminate their 27 year old Joint Venture for the design, manufacture and distribution of 2 Wheelers in India, Hero faced with the challenge of creating a brand for itself and re-position so as to make the customers sustain their trust. The decision to split was taken in December, 2010 and Hero rebranded itself as Hero MotoCorp, unveiling the new logo on 9th August, 2011 and launched the “Hum mein hein Hero” Campaign on 15th August, 2011.
II. REBRANDING
For any organization, it is one matter to change the brand and its identity, but quite another to change the name itself. There were debates on how and what should the new company and brand stand for. The exercise was approached in a phased manner and executed over the period of one month. The word “Hero” was often used in ad campaigns of Hero Honda prior to demerger. And music was always mainstay of their ads. Music coupled with “hero” would be used in a manner, which would generate an emotional appeal of 'nationalism' and 'pride in oneself'. Post demerger, the word “hero” was again used with music to evoke emotional appeal in its viewers. But this time, the emotional appeal was shifted towards generating a feeling of 'pride in oneself' alone. Differentiating factor this time was very touching and hummable music of A R Rehman. This did two important things for Hero Moto Corp. One, it gave viewers same feeling of watching a Hero Honda ad. Two, fabulous Rehman music got viewers hooked on to Hero Moto Corp’s brand, creating a familiarity with the brand very quickly. Finally what you have in front of audience is Hero Moto Corp in the same light as
HERO MOTOCORP – “Hum mein hein Hero”
Submitted by: SECTION E
RUCHIK KIRTI GANDHI SWAROOP S SHENOI SAYAN BAGCHI UTKARSH TIWARY APAL PRIYA PARMAR ARUP MANDAL
GROUP 9
2012PGP317 2012PGP393 2012PGP344 2012PGP413 2012PGP056 2012PGP277 2012PGP066
I. CONTEXT
After the decision of the Board of Directors of the Hero Honda Group to terminate their 27 year old Joint Venture for the design, manufacture and distribution of 2 Wheelers in India, Hero faced with the challenge of creating a brand for itself and re-position so as to make the customers sustain their trust. The decision to split was taken in December, 2010 and Hero rebranded itself as Hero MotoCorp, unveiling the new logo on 9th August, 2011 and launched the “Hum mein hein Hero” Campaign on 15th August, 2011.
II. REBRANDING
For any organization, it is one matter to change the brand and its identity, but quite another to change the name itself. There were debates on how and what should the new company and brand stand for. The exercise was approached in a phased manner and executed over the period of one month. The word “Hero” was often used in ad campaigns of Hero Honda prior to demerger. And music was always mainstay of their ads. Music coupled with “hero” would be used in a manner, which would generate an emotional appeal of 'nationalism' and 'pride in oneself'. Post demerger, the word “hero” was again used with music to evoke emotional appeal in its viewers. But this time, the emotional appeal was shifted towards generating a feeling of 'pride in oneself' alone. Differentiating factor this time was very touching and hummable music of A R Rehman. This did two important things for Hero Moto Corp. One, it gave viewers same feeling of watching a Hero Honda ad. Two, fabulous Rehman music got viewers hooked on to Hero Moto Corp’s brand, creating a familiarity with the brand very quickly. Finally what you have in front of audience is Hero Moto Corp in the same light as