Honda's Marketing Strategies in India

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:


Case Code : MKTG098 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Shipping & Handling Charges extra


International Marketing
Case Length : 19 Pages
Period : 1998-2004
Pub Date : 2004
Teaching Note : Not Available
Organization : Honda Motors
Industry : Automobile (Two Wheelers)
Countries : India


The case discusses the marketing strategies of Japan-based Honda Motor Company Limited (HMCL) in India. Though HMCL had entered India way back in 1984 by entering into joint ventures with leading two-wheeler companies, the company established its wholly owned subsidiary - Honda Motorcycle and Scooters India Limited (HMSI) in October 1999. Within a couple of years after the launch of its successful products including Activa, Dio and Eterno, HMSI had emerged as the largest scooter company in India. The case describes in detail the product, pricing, distribution and promotional strategies of HMSI. It briefs the challenges faced by the company and its recent foray in the motorcycles business in India.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

The case also includes a brief note on the Indian two-wheeler industry describing the leading players and their marketing strategies.


The case is structured in a way so as to enable students to:

• Understand the competitive landscape in the Indian two-wheeler industry and study the marketing strategies of Honda in particular.

• Study the entry strategies of two-wheeler manufacturers in India.

• Examine and analyze the marketing mix of Honda Motors.

• Compare and contrast the marketing strategy of Honda with other leading players in the Indian two-wheeler industry including Bajaj Auto and Hero Honda Motors.


  Page No.
The Launch 1
Background Note 2
The Product Launch 4
The Marketing Strategy 6
Looking Ahead 9
Exhibits 12


Honda Motors, Indian Two Wheeler Industry, Foreign Two Wheeler Manufacturers in India, Marketing Two Wheelers in India, Marketing Mix, Positioning, Customer Value, Pricing , Distribution, Advertising Campaign and International Business.

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