August 31, 2011

Hero Moto Corp new identity for the market leader


Hero Honda does not exist anymore; the leader has been laid to rest. In its place there is Hero Moto Corp! Well the inevitable has happened and surely the Hero group must have been working on the transition for longtime. Let’s watch out how the future plays out. But I have few initial responses to their marketing particularly the advertising campaign about the transition.
Like most domestic companies that swear by fortune at the middle of the pyramid the Hero group have seem to target through the new  campaign. Obviously most domestic companies prefer to take the ‘safe’ approach with hope that one day they would be able to consolidate despite fiercest of the competition. I would not recommend such a strategic move to anyone. A new company must inspire new hope and appeal to the segment with potential of early trail. The company seems to be targeting the largest collection of followers among buyers rather than finite opinion leaders.

Hum hai hero… feels like inspired from Tata Steel campaigns. Well they are justified in registering the omnipresence of steel in all walks of life. But the theme adopted by HMC does not suit them, India is a motorbike  country but our per capita is no indicator that all who want a motorbike wishes to feel like a hero. The youth would go for zippier global branding & the domestic players would have to contend with need based buyers those use motorbike for work & transport. Such economy conscious buyers would be contended with other appeals. It seems to me that the Anna circus has had some impact on Hero Moto Corp’s selection of a campaign theme to announce new identity.

Hero Moto Corp campaign in my opinion is weak & would not help the HMC establish itself as a mid market player in two wheeler segment.

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