Hero Motocorp Limited is the world's biggest manufacturer of two-wheelers and is based in India. It began its operations, as Hero Cycles in 1984, with Honda Motors. Together they were known as Hero Honda. They provide sleek models, fuel-efficient and superior technology products.
Brij Mohan Lall Munjal, the founder, was originally from Kamalia (now in Pakistan), settling in Ludhiana. In 1975, he started selling bicycles – Hero Cycles. Soon, it gained popularity, and it became the largest manufactures of bicycles in India. Their network of dealers expanded within the family and some other associates. Due to the joint venture with Honda Motors, Hero rose to become the largest manufacturers of two-wheelers in the world.
In 2010, Hero and Honda parted ways because of differences in opinions. With that, the name of the organization was modified to Hero Motocorp Limited in 2011.
The Marketing Strategy of Hero has been very efficient, providing them with a competitive advantage. They have a wide product range. The products are grouped according to style, power, mileage and requirements.
For distribution, they sell their products indirectly through various outlets in the country. This reduces the price of the manufacturer. In addition, HeroHero used the Just-In-Time Inventory system, much before its other competitors, helping them get an advantage. Sharing of information with vendors and maintaining a good vendor relationship also led to their success.
Hero Group is active in promoting sports in our country. Celebrity endorsements and Event Sponsorships are used as their positioning technique. The brand identity of Hero reaches various segments of people through effective advertising in newspapers, television, radio and the internet.
Being based in India, they are popular in both rural and urban India. They have a pricing range that appeals to all income groups. It is affordable, available and acceptable to all.
Indeed, it is a strong company, but there are some threats too. There is intense competition from Indian as well as International Players. If the country gets a better public transport system, that will affect the sales. Also, the sales depend upon the government policies and fuel prices. They have to import around 30% of their spare parts.
Keeping all With this in mind, the company continues to thrive. It has received many awards, and the products have shown an outstanding performance. The relationship management, within and outside of the company, is excellent. The present generation looks up to how their previous generation worked as a family, together as a unit, to grow the brand and achieve success, and no negative feelings arise.
The story of how the Munjal brothers created this empire is very inspirational for all of us. They had to face many obstacles to reach this level of supremacy. They didn't have a manufacturing license to begin with. But with success behind them, they rose to become the most prominent and boldest player. They believed in the idea that, in the long run, two-wheelers will be India's choice. Women will also choose two-wheelers as it is a convenient mode. Hero sells 12,000 units of women-centred scooter brand- Pleasure, and the numbers increase every year.
Hero's prosperity as an independent rider is an account of India's journey into consumption adulthood — and a demonstration of positive support for local ability in purchaser innovation.
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