A Study Of Marketing Strategy Of Hero Moto Corp

Abstract

The automobile sector in India is highly competitive, with two-wheeler manufacturers facing constant challenges in terms of market share, customer loyalty, and innovation. Hero MotoCorp, one of the largest two-wheeler manufacturers in the world, has maintained its market leadership through effective marketing strategies, product innovation, and strong distribution networks. This study aims to analyze the marketing strategies of Hero MotoCorp with a focus on product positioning, pricing, promotional activities, and customer relationship management. The research also explores how the company adapts to changing consumer preferences, rising fuel costs, and competition from both domestic and global players. Findings suggest that Hero MotoCorp’s success lies in its ability to adopt a customer-centric approach, wide product portfolio catering to different income segments, aggressive rural penetration, and impactful promotional campaigns such as celebrity endorsements and sports sponsorships. Furthermore, the company’s emphasis on affordability, fuel efficiency, and after-sales service plays a significant role in retaining customer loyalty. However, the study also highlights challenges such as the need for electric vehicle innovation, global expansion, and sustaining leadership amidst disruptive technologies. This study concludes that Hero MotoCorp’s marketing strategy is a blend of traditional and modern techniques that focus on value creation, affordability, and strong brand positioning. The insights gained from this study can be useful for policymakers, marketers, and other automobile firms aiming to understand competitive strategies in the two-wheeler industry.