16-11-2012, 01:53 PM
Marketing mix adopted by Honda Siel Cars India for its all new City
Marketing mix adopted by Honda.pdf (Size: 5.4 MB / Downloads: 32)
Introduction Marketing Mix
A marketing mix has four components which are the tactical components of a marketing plan. Also known as the Four P's, the marketing mix elements are price, place, product, and promotion. Product A product is a tangible object or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units. For example, a car is a tangible product and an airline service is an intangible service. A tangible product has three levels- the core product, the actual product and the augmented product. The core product is the benefit that one receives by using a particular product. In case of a car, the core product is the convenience that one gets while travelling. The actual product is the tangible, physical product. In case of a car, it is the vehicle that one test drives, buys and then collects. The augmented product is the non physical part of the product.
The All-New Honda City
Honda City is a subcompact car manufactured by the Japanese
manufacturer HondaThe first-generation[India] Honda City, codenamed SX8,
was based on the EF Civic platform. It was designed for and sold in the
South East Asianmarket only.
This City is still a subcompact slotting beneath the Honda Civic, but a fourdoor
sedan model instead for developing markets in Asia, and was built in
India, Thailand, Malaysia, Indonesia, Philippines and Pakistan. A revised,
face-lifted City was released in 2000, and included sports sedan models
powered by Honda's 1.5 L VTEC engines.
In November 2002, the second generation City was released and included a
four-wheel drive version. Like the contemporary Honda Jazz, the City is
actually a rebadged Honda Fit, in the City's case a rebadged Fit Aria.
In September 2005, a face-lifted version of the City was launched in
Thailand and in Malaysia in October 2005; it is known as the City ZX in
Thailand, India, the New City in Malaysia and City in Singapore and
Pakistan.
The newest Honda City was unveiled in Thailand on the 10th of September
2008 followed by India on 25th September 2008. Honda also announced
that the City will be offered in selected European countries with a 1.4 liter i-
VTEC engine mated to either a 5-speed manual or a 6-speed i-SHIFT
automated manual transmission.
Product
Here we are dealing with Honda’s 3rd generation All-New City with respect
to the looks & design, interiors, Engine, gearbox, performance, features etc.
Look s and Design
Honda calls its design is Arrow shot. The looks of the new city is stunning
or in other words we can say that it is an outstanding design among its
competitors. The taut styling with lots of sharp cuts and the striking front
and rear lights gives the new city a certain dynamism the other cars simply
do not match. The tale lamp gives a look of BMW.
Interiors
Like the exterior, the city’s interiors are brilliantly designed. The arrow shot
theme continues inside with the dashboard arching towards the central
console. The multidimensional dash is well sculpted and there are plenty of
stylistic elements which meld with the functional aspect of the interiors as
well. The civic type steering wheel is good to hold too and comes with audio
controls. Honda has left out the CD player. But they have introduced I pod
connective music system. And the seats are the most comfortable in its
class. Honda has left out the twin glove box feature that the earlier city had.
And they placed one of the air bag there.