Hero Honda’s Pleasure trip to have new model
TWO-wheeler major Hero Honda is aiming for a smoother ride in the growing scooterette market. The company is going to launch the next-generation model of its scooterette brand Pleasure, with a new marketing campaign aimed at larger market share in tier-two cities. Hero Honda has roped in actress Priyanka Chopra as its mew brand endorser. Besides, the automaker would focus on driving schools for women and setting up more women-centric dealerships.
Says Hero Honda vice-president (marketing & sales) Anil Dua, “Since we launched the scooter last year, we haven’t played around much with the engine, but we have given it a face-lift and plan to launch it soon.” The company sold about 100,000 units of Pleasure in the market in the last one year. Hero Honda currently has 10% market share in the overall scooter segment, primarily contributed by its lone model Pleasure. The company hopes to strengthen its marketshare further with the new generation Pleasure. Even though the overall scooter market has been flat, the female scooter segment has been growing and has added about 1 million scooters in just 12 months.
As part of its marketing initiatives, the company has not only established driving schools in 10 cities but also set up women-centric dealerships and service stations. “Driving schools play a pivotal role in encouraging a woman to hop on a two-wheeler and thus these schools are crucial to our marketing strategy,” says Mr. Dua.
The auto maker is also keen on increasing its women-centric dealerships to more cities. The latest market campaign is also targeted at gaining volumes in the smaller towns and the company plans to extend its dealership to these cities.
Unlike most auto companies, the company is actively using advertising in cinema theatres to woo ladies to step on the gas with their two-wheelers. “Since we are currently available in 21 cities and wanted to reach out to the women in these cities, we have launched our marketing campaign in multiplexes and are using cinema advertising to gain volumes,” added Mr. Dua.
Gearless scooters have given some of the necessary boost to the otherwise flat scooter market. While TVS has already entered the female scooter segment with the Scooty Pep (endorsed by another Bollywood actress Priety Zinta), Bajaj has announced plans to get into gearless scooters targeted at women.
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