From Hero Honda to Hero V/s Honda in the Indian Market: Creating New Consumer Memories and Perception
Publication date: 5 June 2014
Abstract
In 2010, Hero Honda (HH), the largest global two-wheeler manufacturing company (based on unit sales), terminated its 26 year old JV with Honda, effective 2014. In August 2011, HH, rebranded itself as “Hero”, with a nationwide campaign across media; over three months, the campaign was rolled out on 30 TV channels, leading websites, 200 radio stations, and 4, 000 cinema halls. Signages were changed in 4, 500 touchpoints over a weekend. The case documents the market and brand position of HH and its principal competitors, Bajaj and Honda in India, the rationale for ending the JV, the rebranding requirements, and the actions taken. Pedagogically, we evaluate the rebranding effort to sustain, create, and build consumer memories and emotions.
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Acknowledgements
Prepared by Professor Arvind Sahay and Nidhi Mathen, Academic Associate, Indian Institute of Management, Ahmedabad.
Citation
Sahay, A. and Mathen, N. (2014), "From Hero Honda to Hero V/s Honda in the Indian Market: Creating New Consumer Memories and Perception", . https://doi.org/10.1108/CASE.IIMA.2019.000075
Publisher
:Indian Institute of Management Ahmedabad
Copyright © 2014 by the Indian Institute of Management, Ahmedabad