Marketing Strategy Of Honda Jazz
Small is the new big. Is big going to work this time? Will Honda Jazz 2.0 capture the buyer’s imagination?
“No matter how small an item is, the delight of manufacturing a product is a feeling that probably only an engineer knows” Soichiro Honda, Founder, Honda Motor Corp.
This case is written by Prof. Anish K. Ravi & Mr. R.Gautham Bharathi, Chennai Business School, Chennai 600 042, India. It has been compiled from various sources and is intended to be used as a basis for class discussion rather than to demonstrate either effective or ineffective handling of a management situation.
THE NEW ALL-ROUNDER:
Re-launch of Honda Jazz -nothing else has so much power with mileage, has been creating a lot of excitement in the Indian automobile industry. …show more content…
It was priced at 8-9 lakhs (ex-showroom – Delhi). This pricing was at par with a lot of mid-segment sedans. Furthermore, the car which was high on power had fuel efficiency of only 10kms/ lt. Aggressive pricing of Jazz was received with lukewarm responses. Only a hard –core Honda aficionados opted for it. Because of the rise in petrol prices the Indian consumers shifted to diesel cars.
Honda’s stand to turn a blind eye towards consumer’s requirement of not coming out with a diesel engine was the move Honda may have regretted on a latter note. If the petrol and the diesel prices were almost the same things would have been a different game.
PLAY SAFE- THE RE-LAUNCH:
Jazz is all set for a re-launch on July 8, 2015. Going by the success of i20, eco-sport, Etios-cross, this move may perhaps be the turnaround for Honda. This time Honda Jazz 2.0 is coming out with a 1.5lt. 100 ps diesel engine. The six speed transmission in the 1.2 lt. petrol engine promises a fuel efficiency of 19km/lit (ARAI) with features like CVT automatic with paddle shift, touch screen audio visual navigation etc…Honda has fixed a target of 8000 units of annual sales upon launch. Honda Jazz has also leveraged the online booking gate-way in line with Tata
“No matter how small an item is, the delight of manufacturing a product is a feeling that probably only an engineer knows” Soichiro Honda, Founder, Honda Motor Corp.
This case is written by Prof. Anish K. Ravi & Mr. R.Gautham Bharathi, Chennai Business School, Chennai 600 042, India. It has been compiled from various sources and is intended to be used as a basis for class discussion rather than to demonstrate either effective or ineffective handling of a management situation.
THE NEW ALL-ROUNDER:
Re-launch of Honda Jazz -nothing else has so much power with mileage, has been creating a lot of excitement in the Indian automobile industry. …show more content…
It was priced at 8-9 lakhs (ex-showroom – Delhi). This pricing was at par with a lot of mid-segment sedans. Furthermore, the car which was high on power had fuel efficiency of only 10kms/ lt. Aggressive pricing of Jazz was received with lukewarm responses. Only a hard –core Honda aficionados opted for it. Because of the rise in petrol prices the Indian consumers shifted to diesel cars.
Honda’s stand to turn a blind eye towards consumer’s requirement of not coming out with a diesel engine was the move Honda may have regretted on a latter note. If the petrol and the diesel prices were almost the same things would have been a different game.
PLAY SAFE- THE RE-LAUNCH:
Jazz is all set for a re-launch on July 8, 2015. Going by the success of i20, eco-sport, Etios-cross, this move may perhaps be the turnaround for Honda. This time Honda Jazz 2.0 is coming out with a 1.5lt. 100 ps diesel engine. The six speed transmission in the 1.2 lt. petrol engine promises a fuel efficiency of 19km/lit (ARAI) with features like CVT automatic with paddle shift, touch screen audio visual navigation etc…Honda has fixed a target of 8000 units of annual sales upon launch. Honda Jazz has also leveraged the online booking gate-way in line with Tata