MARKETING MANAGEMENT
PREPARED BY:
HUSSAM UD DIN
KUMAIL ABBAS
TEHMEEL
ADIL

Atlas Honda Limited is a public listed company which was incorporated on October 16, 1962. It is a joint collaboration
between Honda Motor Company Limited Japan, the largest and most reputed motorcycle brand in the world, and Atlas Group, one
of Pakistan’s most renowned business conglomerates. The Company is principally engaged in progressive manufacturing and
marketing of motorcycles and spare parts.

Vision & Mission
Vision
“Market leader in the motorcycle industry, emerging as a global competitive centre of production and exports.”
Mission
“A dynamic growth oriented company through market leadership, excellence in quality and service and maximizing export,
ensuring attractive returns to equity holders, rewarding associates according to their ability and performance, fostering a network
of engineers and researchers ensuing unique contribution to the development of the industry, customer satisfaction and protection
of the environment by producing emission friendly green products as a good corporate citizen fulfilling its social responsibilities in
all respects.”

CURRENT MARKET SITUATION
• 12% Increase in sales in October 2020 ( 175.568) units
• In third quarter of this year (+22%) sales recovery accelerated
• leading the market with 762.734 sales year to date (-9.1%).
• Consequently, year 2020 has been downgraded moderately at 1.508 million units, 10%
down from previous year.

CURRENT MARKET SITUATION
MANAGEMENT APPROACH
• Offers Sustainable Mobility Solutions
• Ensure Customer Safety
• Diversified Selection of Products
• Expanding Sales Across Pakistan
• Following Honda's Vision of Health & Safety Impacts
• Constant Monitoring
PRODUCT QUALITY
• Focus On Product Quality
• Focus on Health & Safety Impacts
• Utilizing Information For Effective
Solutions

QUALITY IMPROVEMENT PROGRAM
MARKET & AFTER-SALE SERVICE
• Product & Service Labeling
• Marketing Communication & Anti- Competitive
Behavior
• Customer Confidentiality
• Customer Feedback
• Dealers Convention
• Free Checkup, Oil Change & Test Rides
• Customer Safety
• Safety Riding Training and Education
• Safety Ring Awareness Campaigns

Name: HONDA CD70
Engine Displacement: 70 cc
Year: 1970 - Present
Name: HONDA CD
DREAM70
Engine Displacement: 70cc
Year: 2013 - Present
Name: HONDA PRIDOR
Engine Displacement: 100 cc
Year: 1984– Present
Name: HONDA CG125
Engine Displacement: 125 cc
Year: 1976–Present
HONDA CG125 Self
Engine Displacement: 125 cc
Year: 2018 - Present
Name: HONDA CB125F
Engine Displacement: 125 cc
Year: 2019 - Present
Name: HONDA CB150F
Engine Displacement: 150 cc
Year: 2017 - Present
Name: HONDA CB250F
Engine Displacement: 250 cc
Year: 2018 - Present

COMPETITIVE REVIEW
SUZUKI
Suzuki is well known for its parts and performance in the industry. it is comfortable, reliable and makes less noise compare to other
motorcycles while riding and is perfect for the riders for long drives and preferred by them because features.
YAMAHA
Yamaha is is well Known for the model YBRG and has been awarded Bike of the year in 2017.Futhermore, other than its sporty
look Yamaha has earned the title of best bike in offering safety, comfort, features and accessories.
UNITED
United has built a huge reputation in the industry of Automobiles because of the affordable prices and better build quality as their
products are according to International standards which is approved by Pakistan Standard and Quality Control Authority (PSQCA)

• According to the Automobile Industry Survey in 2018 conducted by Pakwheels, market
was dominated by Honda by 59%.

SEGMENTATION, TARGETING AND POSITIONING
Geographical segmentation
Towards PUNJAB region, which can be shown by their most known slogan “Main tw honda hi laisa”, it is in
Punjabi language
Demographical segmentation
Honda motorbikes targeted middle class family mostly official and executives, Obviously ratio of Male bikers and
in majority so they are targeting them between the age group of 18 to 36.
Behavioral segmentation
Brand loyalty is the key for Honda bikes. People who had already ride a Honda bike will never prefer any other
bike over it because of the performance.

Campaigns:

• Celebrity Endorsement

SWOT ANALYSIS:
Strengths:
• Biggest sale network/ market share
• Largest motorcycle manufacturer
• Positive brand image
• High quality products
• Resale value
• Good customer care/ after sales services
Weakness:
• High price products
• Need products for the masses
Opportunity:
• Technology upgrade (Electric and alternative fuel vehicles)
• Industry expansion (Increasing demand of motorbikes)
• Product and market expansion (Gawadar)
Threats:
• Competition (Chinese products)
• High taxation
• Instability of political situation
• Bad infrastructure
• Increasing fuel prices
• Increasing transportation modes.

MARKETING MIX

PRICING STRATEGY
Honda Atlas Company Pakistan has a mission to give good quality cars, achieve product-quality leadership overall
the Pakistan. The pricing strategy has been applying by this formula that Cost + Profit = Price. Honda Atlas is very
crucial in the providing Quality product to customers. The perception behind that brand make as it talks itself and
then customer will attain and will not as such consider price.

MARKETING
COMMUNICATION

DISTRIBUTION STRATEGY:
The distribution strategy can be defined in three main steps. How to get the product, maintain costs while doing
distribution strategy and how to develop a competitive profit in distribution. Distribution strategy based on three things
types of item, warehouse capabilities, and logistics.
There are two types of distribution which were done by the company Direct distribution where the company sells the
product to consumers and Indirect distribution intermediary network took participation for selling. In indirect
distribution the product reaches the end customer through distribution channels. Overall, distribution strategies depend
on various factors of the company.

DISTRIBUTION STRATEGY:
• The company developed plants in Karachi and Sheikhupura region. It had a head office in Karachi and
branches in all major cities of Pakistan. Atlas Honda gives opportunities to customers to buy motorcycles from
their authorized dealers.

DISTRIBUTION STRATEGY:
• The company had an extensive range of shipments all over the country. The company had a wide-scale
dealership network across the country.

DISTRIBUTION STRATEGY:
• The company sells excellent products CD70, CD70 Dream, Pridor, CG125, CG125 Self, CB125F, CB150F, and CB250F.
Atlas Honda exports motorcycles and spare parts to Bangladesh, Sri Lanka, and Afghanistan.
• In order to get self-independence in their products manufacturing Atlas Honda had signed MoU and joint venture with
DENSO Corporation at the resultant company can create super quality motorcycle spare parts.
• Atlas Honda delivers the products to dealership stores by dispatch process mechanism.

DISTRIBUTION STRATEGY:
• Sub Process- 1 Receiving of CBU from PDI

DISTRIBUTION STRATEGY:
• Sub Process: 2- Dispatch –Karachi and Sheikhupura Regions

DISTRIBUTION STRATEGY:
• Sub Process: Payment to Motorcycle Carrier Contractor

DISTRIBUTION STRATEGY:
• CBU Logistics Services
• In house developed state of art Fleet Management system with modern information technology in delivering to
nationwide smoothly operations. The system is using intelligence-based decisions by keeping a view of
customer demands. The GPS part of fleet management display real-time tracking. The system helps in
performance improvements and allows monitoring and controlling the fleets.
 Dedicated third party 170 trucks that could be customized.
 A Route management system that helps in shortest path.
 Compliance of Safety and Health Regulations.

DISTRIBUTION STRATEGY:
• CBU Logistics Center – Sheikhupura
• CBU Logistics Center – Karachi

DISTRIBUTION REVIEW
• The distribution Review is the Financial conducting Authority of Atlas Honda, and company
aims to well clarity in all types of services and improve the transparency of costs among all
departments. Atlas Honda had a proper mechanism of distribution review based on various
factors.
• Customer Feedback
• Local Manufacturing
• Technology
• Shareholders
• Employees
• Corporate Citizen
• Quality Control

CONTROL
• Atlas Honda control process based on Simplification, Standardization and Specialization. They are continuously
enhancing the quality of products and services by ensuring standard operating procedures.
• Atlas Honda installed the SAP ERP software to ensure all departments working systematically and measure the
performance of the production unit. The further company continuously deploying the latest technology software
and hardware systems to improve efficient work. Atlas Honda providing training to employees, workers, and
dealerships.
• There is an external and internal audit of the products and finance to make sure that to any threat and failure
during the operations. The control unit identifies key variables that offer actionable responses.

CONTROL
• Quality Control Department
• Quality Assurance department makes a tender document for incoming parts and receiving goods when arrived at the plant. The
receiving spare parts are divided into three categories Critical parts (Concerned with Safety for riders), control items (cause of
function failure), and others including (appearance of the motorcycle).
• A list of items prepared for vendor suppliers and inspect check the items through random sampling. Inspection of 80% items checked
at vendor location and others are checked at a company location by company inspector. There is proper meeting held of equipment,
improvements, and quality assurance checks.
• Production planning and control daily activity report prepared for checking of actual monthly produced units and shows the detail of
record for local parts.
• record maintained about a shipment, order, arrival, production, and stock maintained for 3 months in Raw material import file.
• Schedule for a work order, issuance of the frame, and assembly number also completed by the department.
• The department has a daily check mechanism on the produced unit, record keeping, production planning, and improvement.

CONTROL
• Production planning and control daily activity report prepared for checking of actual monthly
produced units and shows the detail of record for local parts.
• record maintained about a shipment, order, arrival, production, and stock maintained for 3 months
in Raw material import file.
• Schedule for a work order, issuance of the frame, and assembly number also completed by the
department.
• The department has a daily check mechanism on the produced unit, record keeping, production
planning, and improvement.

THANK YOU