PRESENTED BY : AMIT KUMAR

MBA 2nd SEM

DEPT. OF BUSINESS ADMINSTRATION
UNIVERSITY OF LUCKNOW
(LUMBA)

Product : Honda
CIVIC
Company : HSCI
 HOW IT STARTED……..?
• SoichiroHonda (1906-1992) was Japanese
engineer and industrialist, and founder of Honda
Co.,Ltd.

•In 1937, Honda began producing piston rings-used

in motorcycles.

•In 1948, Honda started producing complete

motorcycles.

•In 1949, Takeo Fujisawa joined the Honda ( one of

the most person lead to Honda’s success )
Contd…..
4 Main segment following….
Motorcycle Business
Automobile Business
Financial Services Business
Power Product and other Business
Stand the largest motorcycle manufacturer
And the 7th Automobile manufacturer in
The world.
On the March 2008 Honda was ranked as
the
best Car in US by consumer reports
HONDA SIEL CARS INDIA
LTD.
Honda Siel Cars India Ltd., (HSCI) was incorporated in
December 1995 as a joint venture between Honda
Motor Co. Ltd., Japan and Siel Limited, a Siddharth
Shriram Group company

The Honda City, its first offering introduced in 1997

HSCI’s state-of-the-art manufacturing unit was set up

in 1997 at Greater Noida, U.P with an investment of
Rs 450 crore. The green-field project is spread across
150 acres of land (over 6,00,000 sq. m.).

Company standard presently are ISO 9001 for quality

management and ISO 14001 for environment
management.
KEY PRODUCTS
Honda City

Honda Civic

Honda Civic Hybrid

Honda Accord

Honda CR-V
ABOUT PRODUCT : HONDA
CIVIC
The Honda Civicis a line of
subcompact/compact cars manufactured by
Honda. It was introduced in July 1972 as a two-
door coupe, followed by a three-door
hatchback that September. The Civic is Honda’s
largest selling model globally and is now sold in
approximately 160 nations and regions
worldwide. Having gone through several
generational changes, the Civic has become
larger and more upmarket, and it currently
slots between the Fit and Accord.
In India HSCI launched 1.8 V Civic in July 2006
First Generation (1973-1979)
Second Generation (1980-1983)
Third Generation (1984-1986)
Fourth Generation (1987-1993)
Fifth Generation (1992-1995)
Sixth Generation (1996-2000)
Seventh Generation (2001-2005)
Eight Generation
(2006-present)
HONDA CIVIC IN INDIA
HSCI launched the 1.8V Civic in India in July
2006 which became a runaway success. The
company has also launched the 1.8V version of
the Civic in June 2007. 2007 ‘Indian Car of the
Year’.

The launch of the Civic Hybrid in June 2008 is

the fulfillment of yet another commitment HSCI
made to its customers - of bringing in latest
technologies and models from Honda's global
line-up.
TARGET MARKET
On the basis of Demography
AGE : Young , Middle , Elderly
GENDER: Male and Female

PROFESSION: Businessmen, Industrialists,

Bureaucrats, Politicians,
 Doctors, any successful professional

INCOME: Upper-middle income group, Upper income

group

On the basis of Psychographic

LIFESTYLE: Exciting, Trendy

SOCIAL CLASS: Upper-middle , Upper class

MARKET SHARE
Honda Civic comes in Lower D Segment or A 4
Executive cars. Along with Civic other cars of
same segment are Toyota Corolla Altis, Skoda
Octavia, Skoda Laura and Volkswagen Jetta.

According to 2007-08 sales figure Civic leads

the segment by 46% market share, then comes
the Skoda Octavia having 33% market share.
Toyota Corolla Altis have a Market share of 19%
and rest 2% is held by others.
Civic outweigh its class on Power (132 PS
@6300 rpm) , Best Mileage (10.6 km/lit) and
best Weight-Power Ratio.
 4 Ps
PRODUCT : PRODUCT
VARIANT
 There are 4 variants to Honda Civic
1.8 E MT
1.8 V AT
1.8V MT
CIVIC SPORT
Thus Product Depth comes to be = 4
For HSCI
Product Width = 6
Product Length = 22
COLOURS AVAILABLE
COLOURS :
Honda Civic 1.8 V AT (Automatic Transmission) and 1.8 V MT is
available in 7 colours
 Night Hawk Black
 Carbon Bronze Pearl
 Bluish Silver
 Misty Voilet
 Habanero Red
 Alabaster Silver
 Taffeta White
Honda Civic E MT ( Base model) is available only in 4 colours:
 Carbon Bronze Pearl
 Crystal Black
 Albaster Silver
 Taffeta White
Honda Civic Sport is available only in Taffeta White and Civic Hybrid in
Premium Pearl White.
PRICE : PRICELIST
On-Road price-list for Lucknow is
CREDIT TERMS
EMI FACILITY:
One can avail the Honda’s credit facility , which gives
credit at 13% interest rate for a period ranging
from 12 to 60 months.

CORPORATE SALES:
Honda also gives certain benefits to select
organiation and customers. Their corporate sales
cover the following areas:
6. Sales to Corporate Houses
7. Canteen Store Department for Indian Defence
Forces
8. Government Departments
AUTO-TERRACE:

Under Auto-Terrace Honda provides its

customer with exchange facility. Its like an Up-
gradation facility , a customer can exchange
his old Honda for new one and get
compensated as per the situation of the car.
 PLACE
SALES AND DISTRIBUTION NETWORK
Honda Siel Cars India has a strong sales and
distribution network spread across the country. The
network includes 100 facilities in 59 cities. HSCI
dealerships are based on the “3S Facility”
(Sales, Service, Spares) format, offering
complete range of services to its customers.

The City is manufactured with 74% indigenisation

level. Honda has plans to expand its dealership
network in view of its launch of new B-segment
car JAZZ/FIT in later part of 2009.
 PROMOTION
DIRECT TOOLS
 ADVERTISING:
 Through TV Commercials, Print Media (Mainline Newspaper,
Magazines- auto and lifestyle, general), Placing Hoardings and On-
line Advertisement.
 By giving Sponsored Links on popular social networking websites
and through banners etc

INDIRECT TOOLS
 SPONSORSHIPS:
 Through sponsorship of various environmental and Sport events(like
recently held cricket series against England , Man of the Series :
Ishant Sharma got it)
 WORDS OF MOUTH:
 Honda’s cars particularly CIVIC are very much appreciated for their
superb performance and stylish aerodynamic looks among general
public. Among motorsport lovers worldwide and amateur racer CIVIC
is extremely popular as it has the compatibility with huge no. of add-
on racing gadgets as was featured in the Vin Diesel starrer movie
‘THE FAST AND THE FURIOUS’.
APPLYING HOLISTIC
CONCEPT TO HONDA
 PRODUCT HIERARCHY
NEED FAMILY : Transport
PRODUCT FAMILY : Automobile
PRODUCT CLASS : Passenger Vehicle
PRODUCT LINE : Cars
PRODUCT TYPE : Sedan
PRODUCT : Honda Civic
 BOSTON CONSULTING
GROUPS GROWTH
 SWOT ANALYSIS
INTERNAL
STRENGTHS
3. Technical Know-how through racing
experience and varied market exposure
4. Reliable
5. Performance oriented
6. Has a history of its own
 WEAKNESS
8. Weaker Brand image , less aggressive
marketing
9. No Brand endorsements
10.Declining operating margins
 EXTERNAL
OPPORTUNITIES
3. Can capitalize on existing brand
4. Interest in environment friendly vehicles
5. Cost reduction through R & D
6. Increasing purchasing power of Indian middle
class.

 THREATS
9. Rising oil and raw material prices World over
10.Maruti , Hyundai and other players are
planning to enter D-segment so competition
is going to be tough.
11.Existing all new Honda City