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There are many two-wheeler manufacturers in India. Major players in the 2-wheeler industry are Hero
Honda Motors Ltd (HHML), Bajaj Auto Ltd (Bajaj Auto) and TVS Motor Company Ltd (TVS).
The other key players in the two-wheeler industry are Kinetic Motor Company Ltd (KMCL), Kinetic
Engineering Ltd (KEL), LML Ltd (LML), Yamaha Motors India Ltd (Yamaha), Majestic Auto Ltd (Majestic
Auto), Royal Enfield Ltd (REL) and Honda Motorcycle & Scooter India (P) Ltd (HMSI).
There are mainly three types of two-wheelers available in India. They are Motorcycles, Scooters and
Scooterettes/Mopeds.
Motorcycles in India:
Bikes comprise a major segment of Indian two wheeler industry.
History:
The joint venture between India's Hero Group and Honda Motor Company, Japan has not only created the
world's single largest two wheeler company but also one of the most successful joint ventures worldwide.
During the 80s, Hero Honda became the first company in India to prove that it was possible to drive a
vehicle without polluting the roads. The company introduced new generation motorcycles that set industry
benchmarks for fuel thrift and low emission.
Over 19 million Hero Honda two wheelers tread Indian roads today. These are almost as many as the
number of people in Finland, Ireland and Sweden put together!
Hero Honda has consistently grown at double digits since inception; and today, every second motorcycle
sold in the country is a Hero Honda.
Hero Honda bikes currently roll out from two globally benchmarked manufacturing facilities based at
Dharuhera and Gurgaon in Haryana. These plants together are capable of churning out 3.9 million bikes per
year. A third state of the art manufacturing facility at Hardwar in Uttranchal will soon be commissioned to
cope with sustained customer demand.
Hero Honda's extensive sales and service network now spans over 3000 customer touch points.
Hero Honda values its relationship with customers.
Having reached an unassailable pole position in the Indian two wheeler market, Hero Honda is constantly
working towards consolidating its position in the market place. The company believes that changing
demographic profile of India, increasing urbanization and the empowerment of rural India will add millions of
new families to the economic mainstream. This would provide the growth ballast that would sustain Hero
Honda in the years to come. As Brijmohan Lall Munjal, the Chairman, Hero Honda Motors succinctly points
out, "We pioneered India’s motorcycle industry, and it's our responsibility now to take the industry to the
next level. We'll do all it takes to reach there.''
This mission is what drives Hero Honda to new heights in excellence and helps the organization forge a
unique and mutually beneficial relationship with all its stake holders.
MR. BRIJMOHAN LAL MUNJAL, CHAIRMAN AND MR. PAWAN MUNJAL, MD.
Hero Honda Karizma was the first real sports bike in India. The bike addresses to those who have a passion
for speed and styling and head-turning looks. It has 17 ps power thrust and picks up 0-60 in 3.8 heart-
stopping seconds. The bike is based on power and styling. Disc breaks and Mag wheels makes Karizma the
safest jet on the road.
Striking Features:
1 Style
2 Sporty position of the seat.
3 It stands on its feet even at speeds reaching up to 130 kmph.
4 Fuel Efficiency.
S.W.O.T. ANALYSIS OF KARIZMA
STRENGTH:
• Loyal Customer Base: In the past four years, Karizma has been successful in building up a good and loyal
base among its customers.
• After Sales Service: Till today, customers are satisfied with the after sales service provided by Hero Honda
for this particular product.
• Refinement, comfort, great handling and that much-sought-after big bike feel are all available on the
Karizma.
• Brand Recall: the name Karizma itself is a metaphor to its success. The brand Karizma has given a good
platform to this product in the Sports Bike Segment.
WEAKNESS:
• High Maintenance: The maintenance of Karizma is high as compared to its biggest competitor Bajaj Pulsar
200cc and 220cc.
• Fuel Efficiency: The pulsar 200cc offers an impressive mileage of 38.3kpl in city and 42.4kpl in highway
against the Karizma offers only 30kpl in city and a decent figure of 45kpl in highway.
• Less Promotion: the promotions and ads of Karizma are very less as compared to its competitors.
OPPORTUNITIES:
• If Hero Honda comes up with the idea of changing some features of Karizma, like self canceling indicators,
soft touch handle bar and digital speedometer, it will help them to boost up the sales of Karizma.
• If they are able to improvise the fuel efficiency of Karizma, it will be a golden opportunity to take over the
market.
THREATS:
• The major threat faced by Hero Honda Karizma is from Bajaj Pulsar, who has always been the market
leader in the 150 plus segment with 60% market share.
• Karizma’s strong competitors Bajaj and TVS, in 150 cc plus segment, already posses certain features like
self-controlling indicators, soft touch handle bar which Karizma lacks.
• The competitor Pulsar 200cc has already come up with oil cooled engine which delivers maximum power.
This is again a major threat to Karizma.
STRENGTHS:
• Pulsar 200cc features India’s First Oil Cooled Engine which delivers maximum power making it most
powerful engine offered by Bajaj.
• New Pulsar also provides Digital Speedometer, Self Canceling Indicators which is for the First time in this
segment in India.
• Fuel efficiency: Pulsar 200cc delivers an impressive mileage of 38.2 kmpl in city as compared to Karizma
which delivers 30 kmpl in city.
• Customer Base: In past decade Bajaj has established a strong base amongst its customers.
WEAKNESS:
• Style and Design: PULSAR 200cc and 220cc derives their styling from there previous version Pulsar 150
Dts-i and 180 Dts-i.
• Pricing ; Bajaj 220cc(Rs 82449 basic price) is costlier than karizma(Rs 78000 basic price)
OPPORTUNITIES:
• If they derive new styling, shape, design for pulsar 200cc and 220cc then they can attract more
customers.
• Taking into consideration the reviews of the customers regarding the “fairing” of 220cc and making the
needful changes will be an opportunity to capture an even larger share of the 200cc+ segment.
THREATS:
• The biggest threat is faced from the goodwill of Karizma in this segment who is the “Four-Stroke Two
Wheeler Ruler” of the Indian bike market.
• Certain technical faults in the bike design which are potentially dangerous to the rider’s safety can be
disastrous to the image of the bike.
4 P’s OF MARKETING
PRODUCT
Hero Honda has taken a lot of styling cues for this bike from Honda’s old model VFR 800, the Japanese
giant’s legendary and largest selling superbike. Similarities are visible in the alloy die-cast wheels, the
tailpiece, the front indicators, the fairing, the silencer unit, seat, panel shapes and instrument binnacle. Even
the way Hero Honda has painted parts of the side panels silver to look like exposed aluminium frame
sections, reminds one of the genuine thing on the VFR. One cannot help but think that the steering column
section of the bike looks crude and empty just below the handlebar mounts. Fit and finish is excellent and no
less than the high standards we have come to respect Hero Honda for. The company has kept with the
times, and grafted an aircraft-type fuel filler cap onto the tank. The tank recesses easily accommodated the
legs of our tallest testers. The amber backlighting for instruments is exciting. Being connected directly to the
battery, all lights and instruments work independently of the rpm of the engine, and are a boon at night.
COLOUR:
Available Colors
Candy Blazing Red Sparkling Silver
Turquoise Blue Moon Yellow
Pearl Composed Red Black
Myth Gold Metallic
SIZE:
Physical measures
Dry weight: 150.0 kg (330.7 pounds)
Overall height: 1,160 mm (45.7 inches)
Overall length: 2,125 mm (83.7 inches)
Overall width: 755 mm (29.7 inches)
Ground clearance: 150 mm (5.9 inches)
Wheelbase: 1,355 mm (53.3 inches) Chassis and dimensions
Front tyre dimensions: 2.75-18 - 42 P
Rear tyre dimensions: 100/90-18 - 56 P
Front brakes: Single disc
Front brakes diameter: 276 mm (10.9 inches)
Rear brakes: Expanding brake (drum brake)
Rear brakes diameter: 130 mm (5.1 inches)
Exhaust system: Single Stainless Steel Pipe
BRANDING:
BRAND NAME: KARIZMA
In Hindi, “KARISHMA” means “something inexplicably magical”. In English, “CHARISMA” (pronounced
Karizma) means “the ability to inspire followers with devotion and enthusiasm”. The way this bike has
turned out to be, it is probably both. The monogram of Karizma itself is very attractive and eye catchy
because of the color.
In order to overcome the competition faced from its biggest competitor bajaj220 dts-I, the company has
tried to attract the customers by changing the graphics of Karizma i.e. an attractive new logo, which
represents the bike’s cutting edge imagery of being racy.
International styling graphics with a pronounced `R’ on the tank and an asymmetrical one on the visor in
keeping with the latest international trend.
PRICING
The new Karizma will also continue to be priced at almost the same level as the previous version, with on-
road prices for the regular variant working out to Rs 79,000-80,000. The special edition variant with red
mag-wheels will be costlier by about Rs 1,000. Bajaj has launched 52 Probiking outlets – which will house
only high performance bikes. Pulsar 200cc would be available at such Probiking showrooms at select
locations across the country for an attractive price of Rs.65, 497 (ex showroom, New Delhi).
PROMOTION
ADVERTISEMENT:
A fighter plane is on a regular sortie when the pilot notices a moving object. Zooming his camera, he
captures a bike cruising at high speed. Informing the control tower, the pilot dives in for a closer look.
The bike gathers speed and enters a tunnel to beat the fighter aircraft. Reaching the air-base, the rider
meshes with the staff as they examine the images... ... of the motorcycle, unaware that its owner is amidst
them. MVO: "Hero Honda Karizma. Jet Set Go."
The all-new-Karizma has been created by the Hero Honda’s research and development team to mark the
company’s highest-ever sales of over 3.03 lakh units in May 2006.
Celebrating its milestone of rolling out 15 million bikes, two-wheeler major Hero Honda, presented a tailor-
made ‘all-chrome Karizma’ motorcycle to Bollywood star Hrithik Roshan.
“This super bike will surely match my super hero image,” Hero Honda brand ambassador Hrithik said, as
Hero Honda Managing Director Pawan Munjal handed over the keys to the star.
The all-new-Karizma has been created by the Hero Honda’s research and development team to mark the
company’s highest-ever sales of over 3.03 lakh units in May 2006.
The Hero Honda family is elated to have achieved the landmark figure of 15 million motorcycles in the
shortest ever time-span. The customized all-chrome Karizma truly befits our brand ambassador and style
icon Hrithik Roshan,” Mr Pawan Munjal said. Group Chairman Brijmohan Lall Munjal said, entertaiment and
sports are everyone’s favourites. Though, they are not physically involved in sales, celebrities help in
promoting the product, he said.
PLACE
CHANNELS OF DISTRIBUTION:
As a company, dealers play a major role in serving customers, while growing and sustaining markets. Hero
Honda has a network of more than 3500 strong and dedicated Authorized dealers. A network that has
helped Hero Honda’s name and its promise of reliable quality to every part of the country. The power of this
highly efficient and motivated network goes a long way to create goodwill for Hero Honda brand among
countless consumers besides creating availability and after sales services.
The channel of distribution is a direct dealer network. A direct dealer is a dealer who is authorized to
purchase the product directly from the company and sell.
PHYSICAL DISTRIBUTION:
Hero Honda has more than 3500 showrooms in India. Some of the Authorized dealers of Hero Honda
Karizma, in and around Bombay, are:
• F. P. Motors (Bombay)
• Axis Motors (Thane)
• H. M. Motors (Panvel)