Hero Motocorp Marketing Case Study: SWOT & Competitor Analysis Included

Hero MotoCorp is an Indian multinational motorcycle and scooter manufacturer headquartered in New Delhi. It is the world’s largest two-wheeler manufacturer and has a market share of about 46% in the Indian two-wheeler industry. What did Hero MotoCorp do to possess a strong presence in the global market? We think Hero Motocorp’s Marketing Strategy played a significant part in all this. This article analyses a few digital marketing strategies used by the company to give you an insight into what they have been doing.

 

About Hero

When Hero MotoCorp launched, it aimed to be the best two-wheeler manufacturer in India. It had a wide range of motorcycles and scooters, from affordable commuter bikes to high-performance motorcycles.

Over the years, Hero MotoCorp has expanded its global footprint and now exports its products to over 40 countries. It is also investing heavily in electric vehicles, and has launched its first electric scooter, the Vida V1, in 2023. Hero MotoCorp is now well-positioned to benefit from the growing demand for electric vehicles in India and around the world.

Now that we are discussing hero motocorp, let’s take a look at their marketing strategy too.

 

What’s new with Hero MotoCorp?

Here’s what was buzzing around Hero MotoCorp recently:

• In August 2023, Hero MotoCorp launched a new electric scooter Vida V1 partnering with Akshay Kumar to endorse it.
• Hero MotoCorp announced partnerships with Bharat Petroleum to set up EV charging stations in India and Taiwanese battery maker Gogoro in September 2023 to develop and manufacture electric two-wheelers for the global market.
• Hero MotoCorp CEO Pawan Munjal was felicitated by the President of India, Draupadi Murmu, on October 2, 2023.
• Hero MotoCorp launches a new marketing campaign for its Xpulse 200 4V motorcycle which is set to launch in 2023.

Buyer Persona of Hero MotoCorp

A buyer persona generally refers to the detailed information of an ideal customer of a company. When it comes to Hero MotoCorp, people from India use it the most. This buyer persona will help you understand the attributes of regular a Hero MotoCorp user.

From the table above we can conclude that an ideal Hero MotoCorp User is a value-conscious, middle-class person who is looking for a reliable and affordable two-wheeler for everyday commuting.

Want to know about the current challenges of Hero? Read a detailed SWOT Analysis of the brand before moving on with marketing strategies.

 

Hero MotoCorp Marketing Strategies

Hero MotoCorp’s marketing strategy is focused on its core values of trust, reliability, and innovation. The company also emphasizes its commitment to making mobility accessible to everyone.

 

1. Search Engine Optimisation

As per Ubersuggest data, it ranks in India for 127,869 keywords as of September 2023. Its organic traffic is 3,233,074 sessions per month. The stats are high compared to their SEO performance in June 2023.

Backlinks

Hero MotoCorp gets backlinks from 639,634 unique domains, increasing the Domain Authority of Hero’s domain and helping it rank higher.

 

2. Social Media Marketing

Hero MotoCorp is active on Instagram, Facebook, and Twitter. As of September  2023, it has 340k followers on Instagram, 2.2 million followers on Facebook, 399k subscribers on YouTube and 157k followers on Twitter.

Let’s analyze how their posts are:

3. Paid advertising

• Native advertising: Native advertising is a type of advertising that is designed to blend in with the surrounding content.

  Campaign: Hero MotoCorp partnered with the Indian news website NDTV to create a native advertising campaign for its Hero Xtreme 160R motorcycle. The campaign featured a series of articles and videos about the motorcycle, which were published on NDTV’s website and social media pages. The articles and videos were written and produced by NDTV’s editorial team, but they were sponsored by Hero MotoCorp.

  Why it’s a good example of native advertising: The campaign was effective because it was seamlessly integrated into NDTV’s existing content. The articles and videos were well-written and informative, and they did not feel like traditional advertisements. As a result, they were more likely to be read and watched by NDTV’s audience.

• Influencer marketing: Influencer marketing is a type of marketing that involves partnering with social media influencers to promote products or services. As mentioned above Hero MotoCorp has partnered with social media influencers mostly on Instagram to promote its products to their followers.

 

To know more about the marketing strategies of Hero MotoCorp you can read the article, Comprehensive Marketing Mix of Hero Motocorp – With Full 4Ps Covered

Marketing and Advertising Campaign Examples

Here are some of the unique and successful advertising campaigns of Hero MotoCorp:

1. Hero MotoCorp XPulse 200T 4V: The Hero MotoCorp XPulse 200T 4V campaign features brand ambassadors Anushka Sharma and Virat Kohli. The power couple are seen taking a motorcycle ride on the  Xpulse 200T 4V, highlighting the motorcycle’s touring capabilities and performance.

2. Hero MotoCorp Xoom: The Hero MotoCorp Xoom TVC campaign  ‘Xoom Machale features actor Ranbir Kapoor. The campaign highlights the scooter’s stylish design and fun-to-ride experience with an interesting and catchy tagline “Ab Game Bada Banale, Xoom Machale”

3. Hero MotoCorp Vida V1: The Hero MotoCorp Vida V1 “Make Way” campaign highlights the electric scooter’s performance, range, and features. The campaign features a series of videos that highlight the Vida V1’s performance, range, and features.

 

Failed Campaigns of Hero MotoCorp

Hero MotoCorp more than often grabs attention with its unique marketing. But, there have been a few times when the campaign failed to connect with the audiences and gained backlash.

1. Hero MotoCorp Ltd (Hero Xtreme 200r):

In the advertisement, cricketer Virat Kohli was seen driving rashly in normal traffic conditions. The advertisement portrayed a violation of traffic rules, showed dangerous practices, and manifested a disregard for safety. 

Hero MotoCorp initially defended the ad, arguing that it was a dramatization and that Kohli was performing the stunts under safe conditions. However, after the ASCI banned the ad, Hero MotoCorp issued a statement apologizing for any offense caused and stating that it was “committed to responsible advertising.”

The company also removed the ad from all platforms.

It is worth noting that the Hero Xtreme 200r ad was not the first time that Hero MotoCorp had been criticized for promoting unsafe riding. In 2017, the company was fined by the ASCI for an ad for the Hero Splendor Pro that showed a young child riding a motorcycle without a helmet.

2. The Edge of Life campaign for Hero Maestro Edge scooter

The campaign featured a series of ads that showed young people riding the scooters in dangerous and reckless ways.

The ads were widely criticized for promoting unsafe riding, and the ASCI eventually banned them. Hero MotoCorp was also fined by the ASCI for the campaign.

The Hero MotoCorp Maestro Edge campaign is a good example of how a company can fail to understand its audience and create a campaign that is not only ineffective, but also harmful. The ads were clearly aimed at young people, but they sent a message that it was okay to ride recklessly and without regard for safety.

Hero MotoCorp’s reaction to the backlash against the Maestro Edge campaign was similar to its reaction to the backlash against the Virat Kohli ad. The company initially defended the campaign, but eventually apologized and removed the ads from all platforms.

 

Top Competitors of Hero MotoCorp

Here’s the list of top competitors of Hero MotoCorp:

• Honda Motorcycle & Scooter India (HMSI)
• Bajaj Auto
• TVS Motor Company
• Yamaha Motor India Sales Pvt. Ltd.
• Suzuki Motorcycle India Private Limited

Hero has therefore carried out many successful marketing campaigns and continues to explore new ways to reach its audience.

Conclusion

As we wrap up our analysis of Hero Motocorp’s impressive digital marketing strategy, it’s clear that staying up-to-date with the latest trends and techniques is key to success in the digital marketing world.

Whether you’re a marketing professional or just starting out, be sure to check out our free digital marketing masterclass to gain a solid foundation in the essentials of digital marketing.

Who knows, you might just develop the next big marketing strategy like Hero Motocorp’s! Don’t forget to share your thoughts and comments on Hero Motocorp’s strategy in the comments below.