I take my first step into the world of bloggers with my blog termed Mr. Common sense. With prolonged search on topics for my first post landed me on “Honda” .The Japanese automakers who have their presence all over the world with both 4 wheeler and 2 wheeler segments. With respective to our country with a huge junk of population using two wheelers when compared to that of 4 wheeler segment. Honda made its presence in India in the year 2004 .Earlier they were on joint collaboration with hero motors jointly termed as Hero Honda which is the highest manufacturer of 2 wheelers in India .Honda 2 wheelers made its first mark on Honda Unicorn which was of its kind in the 150 cc segment followed by various entrants like Activa , dio , shine, eterno, aviator, stunner and the latest one was to be with CB Twister. They were on their ladder on high speed where they were even expected to catch up with the Hero Honda . Since they had a perfect product split up for all category of people with perfect penetration strategies starting from Activa to Unicorn. Even there was a very tough competition over Bajaj’s pulsar and Honda unicorn and on with Bajaj’s discover 125cc over the Honda shine.
Honda marked its presence everywhere in India on a minimal time frame with very less advertisement activities on their product categories. Their eagerness to grow faster is what brought them down the ladder from 2008. The word of mouth and satisfaction levels of the consumers which made the base line for their success journey was the same thing which shook their basement. They initially wanted to create a hype and demand for their products made them to hold on the products for a quiet long time compared to of other players. So that they thought there would be a high flow in of customers. This act poked in their back gradually. It was a fixed state that one has to wait over 45 - 70 days to get a new Honda 2 wheeler over its booking( with respective to Tamil nadu market) .Where its just a minimum of a day to a maximum limit of 20 days for other 2 wheeler companies. This has created a negative impression with the consumers forming a mind set to neglect this brand. Since on a high end growing population the consumers with high end patience can be easily numbered i.e who can wait for 45 days to get a new bike when the competitor gives the same category of product within the same day of booking itself. And the main fact is they don’t hold on to their promises on their day of delievery where it extends even beyond 70 days which is totally senseless and testing the customers patience to the core. When analysed the reasons for that from the dealers is so hilarious making no sense at all . Honda 2 wheelers has dug its own grave by leaving the way to re launch of Yamaha 2 wheelers in the Indian market to be a big time hit. Which the Honda never even dreamt of. Since the Hero Honda and Bajaj where sticking on to the same old Pulsar's, Apache's and CBZ’s and with lack in availability of Honda. Made Yamaha jump to the top of the castle. In simple the Honda has lost its golden egg termed as consumers. This made Honda to think and they made a step to overcome all these issues with a hard hitting campaign through media on with the concept “I enjoy the quality”. The first one was on 2008 and the second campaign has just started. The thing to note is Honda has not been on any such serious campaigns so far in the past 6 years. The ad seems to be good. With people dancing all over. And they have sticked on with their base line of their campaign..
But they have missed out the main fact over reaching the Target audience leading to the failure of the particular cause for which they conducted this ad campaign . It may be repositioning the brand or to show case the quality of the product whatever it may be. Before the people to enjoy the quality they should make the product available in the market first. It’s not the brilliant one’s who sustain in a game rather than a smarter one is one who wins in it. It’s not a sin to take efforts to renter the market. But it should be worthwhile it taking such efforts. It makes no sense on making such moves with still the prevalence of the previous errors which spoils the brand name even more results on taking on with a much larger negative impacts. The dealers are ready to put the blame upon the manufacturers over production problems. But on the consumers perspective it is the Honda as a whole which has failed to serve the consumers. Even the campaign which came as advertisements lasted only a week or so. Where it is totally meaningless in making such attempt with no point in it.Before getting on with campaigns on positioning the marketing people of Honda should be aware of the current situation and they should think of overcoming the problem in a better way. Honda 2 wheelers have all the potential to compete with top brand 2 wheelers in India. But because of these negative reasons they are on their decline path. They can work on improving the customer satisfaction and to overcome the negative influence on a high end phase. This can improve the current situation rather if it continues our grand children will hear the story as “long long ago there was a 2 wheeler maker named Honda in India ”.
“ Quality can be the basic necessity
But above that customer satisfaction should be on first priority”
( Enclosed with the quotation forms from a reputed dealer for Honda in chennai for their 2 wheelers CB twister and Unicorn .Along with the quotations obtained from the Yamaha (FZ16 & Fazer) and Bajaj (Pulsar 135 & Pulsar 150) where the day of allotment of vehicle after booking is clearly mentioned and highlighted with a red circle for a clearer view)
Please click on the link to view the recent ad campaign of honda
