Atlas Honda Ltd.

:
Communication
Plan
Group No. 5
Abhishek Keshri (09/08)
Gaurang Agarawal (47/08)
Manish Mishra(71/08)
Chayanika Dutta (89/08)
Nishant Mittal (147/08)
INTRODUCTION
• This case is about developing a
marketing plan for Atlas Honda Ltd.
• The General Marketing Manager, Mr.
Haider had to figure out the following:
– Figure out a rationale for the allocations in
the various communication channels for
advertising
– Why communication in some parts of
Pakistan not effective
– What to do keeping in view the aggressive
stance taken by Suzuki
Atlas Honda Ltd.
• Dominant player in the four stroke
sector.
• Failed in the two stroke segment
• Produces two bikes
Two Stroke to Four Stroke
Four Stroke Two Stroke
• Low maintenance needs • Frequent servicing
• Low fuel consumption required
• Better resale value • Higher fuel
• Popular in the southern consumption
Pakistan • Higher depreciation in
• Well trained mechanics value per year
required for servicing.
• Popular in Northern
• Higher manufacturing cost
Pakistan
• More brand choices
with customers
 Competition

There are two other relatively small competitors:

•Kawasaki
•Vespa
 Sales with Time

* 1992 data is the prediction by AHL

Competition
Environment
• Factors affecting Demand:
•Maintenance Cost
•Resale Value
•Availability of Mechanics
•Availability of Spare parts
•Brand Name
• Relative importance of these
factors not known
• No idea Customer Decision Making
Process
Environment
• Buying Decision is presumed to
depend on the
recommendations of:
– Friends
– Other Motorbike
Owners
– Mechanics
– Dealers
Sales Promotion Activities
by AHL
• Advertising and Publicity:
– Electronic, print media advertising,
posters, banners, hoardings and
cinema advertisements
• Sales Promotion Activities:
– Mechanic training camps, Ecno-
runs, free service camps, free t-
shirts, key chains and other dealer
premiums.
Sales Promotion Activities
by AHL
• In the past there was low TV advertising
– Currently AHL is using the following channels:
– Rs. 1.72 million for TV advertising
– Rs. 970,000 for Radio advertising
– Rs. 2.5 million for Print Media
– 100 large four coloured posters (Rs. 1,000
each)
– 250,000 leaflets (Rs. 5 each)
– 130 Hoardings (Rs. 8,000- 15,000 each)
– 5,000 Banners (Rs. 500 each)
Past experience of AHL
• Promotion Activities did not help
• Price Discounts were no use
• Contests among dealers proved
detrimental
Conclusion
• With the given information it can be
deduced that the market is dealer driven
• Extensive research of the markets still
needs to be conducted to find out the
relative importance of all the factors
• The company should indulge into vigorous
marketing otherwise it wont be able to
leverage the sales promotion activities of
Suzuki.
THANK YOU