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Case
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Reference no. 514-127-1
Subject category: Marketing
Authors: Atanu Adhikari (Indian Institute of Management Kozhikode (IIMK)); SP Raj (Author's Institution)
Published in: 2014

Abstract

In March 2006 Hero Honda was about to launch its first scooter in the market tentatively keeping India’s women as primary user. Since 1984, the company had been involved in motorcycle manufacturing and had become the largest motorcycle manufacturer in the world. Consequently, Hero also developed manly appeal of its brand. Anil Dua, the Vice President of Marketing department had to decide on the positioning, branding, advertising and promotional strategies for a woman friendly product with a man only image of its 30 years old brand. This case has been developed for use in Marketing Management as well as Marketing Strategy and Brand Management course. The case is also appropriate for MBA and Executive Development Programs as well as for advanced undergraduate courses in marketing management and brand management. The case fit perfectly into courses that deal with marketing mix, brand positioning, communication and promotional strategy. The case is designed for a 75 minute class.
Location:
Size:
Large
Other setting(s):
2006

About

Abstract

In March 2006 Hero Honda was about to launch its first scooter in the market tentatively keeping India’s women as primary user. Since 1984, the company had been involved in motorcycle manufacturing and had become the largest motorcycle manufacturer in the world. Consequently, Hero also developed manly appeal of its brand. Anil Dua, the Vice President of Marketing department had to decide on the positioning, branding, advertising and promotional strategies for a woman friendly product with a man only image of its 30 years old brand. This case has been developed for use in Marketing Management as well as Marketing Strategy and Brand Management course. The case is also appropriate for MBA and Executive Development Programs as well as for advanced undergraduate courses in marketing management and brand management. The case fit perfectly into courses that deal with marketing mix, brand positioning, communication and promotional strategy. The case is designed for a 75 minute class.

Settings

Location:
Size:
Large
Other setting(s):
2006

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