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Case
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Reference no. 311-230-1
Authors: Suchitra Mohanty
Published by: Amity Research Centers
Published in: 2011
Length: 11 pages
Data source: Published sources

Abstract

Hero Honda, a global leader in two wheeler production was founded in 1984 with a joint venture between Hero group of India and Honda Motor Corporation of Japan. In 2010, Hero group decided to part their joint venture from Honda and planned to begin their operations independently. In mid 2011, the Hero group finally changed its name to Hero MotoCorp with the approval of its shareholders. On 9th August 2011, Hero MotoCorp introduced its new brand image in London in a gala corporate event. The company had also announced that the new brand name along with the corporate logo would be imprinted on each of its vehicle produced by 2014. Analysts felt that the new brand identity would enable Hero’s desire to aggressively enter into the major international markets. Besides, the new brand positioning would be more Indianised and Hero would focus more on the in-house technological expertise of the company. However, automobile experts had remarked that the rebranding would affect the profit margin of the company. They further opined that people might take some time to get connected with the new brand of Hero which would ultimately reflect in the sales volume of the company. In this background it remained to be seen whether the rebranding would help Hero to retain its leadership in the Indian two wheeler market and how far it would facilitate Hero to be successful in its global expansion spree.
Location:
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2011

About

Abstract

Hero Honda, a global leader in two wheeler production was founded in 1984 with a joint venture between Hero group of India and Honda Motor Corporation of Japan. In 2010, Hero group decided to part their joint venture from Honda and planned to begin their operations independently. In mid 2011, the Hero group finally changed its name to Hero MotoCorp with the approval of its shareholders. On 9th August 2011, Hero MotoCorp introduced its new brand image in London in a gala corporate event. The company had also announced that the new brand name along with the corporate logo would be imprinted on each of its vehicle produced by 2014. Analysts felt that the new brand identity would enable Hero’s desire to aggressively enter into the major international markets. Besides, the new brand positioning would be more Indianised and Hero would focus more on the in-house technological expertise of the company. However, automobile experts had remarked that the rebranding would affect the profit margin of the company. They further opined that people might take some time to get connected with the new brand of Hero which would ultimately reflect in the sales volume of the company. In this background it remained to be seen whether the rebranding would help Hero to retain its leadership in the Indian two wheeler market and how far it would facilitate Hero to be successful in its global expansion spree.

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Location:
Industry:
Other setting(s):
2011

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