Product

Launched in 2001, Honda Activa was the first scooter model of HMSI for the
Indian market. A 102 cc scooter, Activa was specially designed keeping in view
the needs and preferences of Indian consumers who expressed that the
conventional Indian scooter was too
big and difficult to handle and that
the scooterette was too small and
similar to a moped...
The Honda Activa is the first scooter
model released by HMSI for the
Indian market. It was marketed as a
family vehicle. It has Honda Activa
with a 102 cc engine. The scooter is
also known as a family two-wheeler
for its higher load carrying capacity.
The vehicle has the option of kick-start and self-start. The chassis is made the
under bone type and the body panels are moulded steel sheet.
Activa incorporates better rider comfort and includes the puncture-resistant "tuffup" tire and tube combination. It has low riding height and low noise 4-stroke
engine. It gives a mileage of about 45 km per litre on a long run.
Honda launched a new version of the Activa on 27 March 2009 with a
completely new 110CC engine.
Recently, HMSI has launched a new model of its Non-gear two-wheeler Activa.
The New acitva comes with a 110 cc engine and offers some of its new features
such as,

New 110cc Engine offers 15% extra mileage

Puncture Resistant Tuff-up tube
Metal body parts for Indian road conditions
18 Litre Storage capacity
Lift entire rear body for easy maintenance
Anti Theft key shutter ensuring safety of vehicle
Combi brake provides shorter braking distance & stability
The New Version of Honda Activa is available in 6 colors viz..

1. Geny gray metallic

2. Candy lucid red
3. Black
4. Orchid blue metallic
5. Armour gold metallic
6. Pearl sunbeam white

Promotion
Honda Activa the first offering is the largest selling brand of Honda Motorcycle
and Scooter India Private Limited. It is the fastest growing non gear two wheeler in
the market and has an enormous demand. It is very popular among the common
public.
To attract customers, HMSI offers some after-sales services to promote its product,
such as:
One year warranty for the parts of the product.
Free service for one year from the date of purchase. (does not include changing
of engine and average oil).
The Company also undertakes some surveys in which they identify the satisfaction
level of the customers and releases the results of such surveys in the newspapers
inorder to promote their product. Following is and example of a survey conducted:
The survey conducted had 5 segments
1.

Ratings for Ride

Excellent
Good
Average
Poor

48%
26%
16%
10%

2.

Ratings for Comfort

Excellent
Good
Average
Poor

3.

Ratings for Road Grip

Excellent
Good
Average
Poor

4.

17%
21%
37%
25%

Ratings for Engine Performance

Excellent
Good
Average
Poor

5.

52%
24%
23%
01%

47%
15%
31%
07%

Recommendation of activa to others

Yes
No

87%
13%

Another promoting strategy obtained by the Honda Company was of Conducting

the Happy Family Contest on completing its 3 million Sales of Honda Activa in
November 2007.
Activa Happy Family Contest.
HMSI celebrated the evening along with the Activa Happy Family Contest winners.
The contest was about customers sharing experiences with their Honda Activa. There
was overwhelming response from over 10,000 customers who sent their stories. On
the colorful evening, HMSI presented awards to the top 5 winners with the most
interesting experience and unveiled a coffee table book containing the top fifteen
customer experiences. Explaining about the concept of the event, Mr. N.K.Rattan,
Head Sales & Marketing said The main objective of the contest was to thank all our
valuable Activa customers from the bottom of our heart. Customers have always been
at the core of our companys every business activity. The experiences shared by our
valued customers has deeply touched our hearts and we realized how deeply. Activa
has become a part of their lives. The first five winner families won a fully paid trip to
Mauritius, while the other ten runners-ups were presented with a fully paid trip to

Kerala. In addition, one hundred customers were also provided with Honda jackets as
consolation prizes.

Price
Honda group ensures an easily affordable pricing through excellent transportation to
common man. I fixes customer centric pricing that provide customer total satisfaction.
Pricing is a important component of marketing mix of the firm. Determining the prices of
different products of a firm is very difficult task of the marketing manager. Price
denotes money value of a product. If represent the amount of money for which a
product can be exchange. In other words, prices represents the money which the buyer pays to
the seller for a product price represent the exchange value of goods and services in terms of
money. Price is all around.
As per the details acquired from M/s V.J.Honda (A dealer of HMSI), the price of
Activa is Rs. 53485 that includes Insurance Policy of the Vehicle for Rs.1211&
Registration Amount Rs.4180. (the above price does not include any accessory that
is needed by vehicle to operate. The amount with various accessories like Side
Stand, Number Plate, Ladies Step etc. sums up to Rs.56953.)

Place
Right now, Honda Motorcycles India has lots of bikes in its portfolio such
as Honda CB Twister, Honda Shine, Honda CBF Stunner, Honda Unicorn, Honda
Dazzler, Honda CBR250R, Honda CBR 1000RR. But, all these two wheelers are
targeted at customers from cities and big towns.
The company wants to change this scenario and has targeted the rural area as 80%
of Indians still are in rural villages. The company is trying hard to sell its 110 cc
Honda Activa in the rural markets and give competition to its partner turned
competitor Hero and its products CD Dawn and CD Delux which are quite popular
in the rural markets.
The Distribution channel of Honda is quite simple. The product is manufactured
from the workshop and then sent to the various warehouses and then distributed
among the company dealers. According to the information from a Honda
Executive, the vehicle comes in lot of 35-40 vehicles every weak.