‘Hero Pleasure’ – Segmentation, Targeting and Positioning Strategy
Dr M Rahman, Senior Academecian, Business Management
The domestic two-wheeler sales in the domestic market grew 15.7 per cent in the financial year ended March 31, 2005 at 6,208,860 units. The growth was powered by Motorcycle sales that was up 19 per cent to 4,964,442 units in that period. However, other categories of two-wheelers – the scooters and mopeds sales were higher by 4.2 per cent to 9,23,566 units, and 4.3% to 3,20,852 unit according to figures released by SIAM.
When the Indian scooter market growth was declining year on year basis, Hero Honda (now called Hero MotoCorp) entered the market with ‘Hero Pleasure’ brand. It was the first scooter launched by Hero Honda (now called Hero MotoCorp Ltd.) , traditionally a motorcycle company, in 2005 and was received very positively by the market. It is a modern gearless two-wheeler, marketed as the light ‘n’ zippy scooter.
The Pleasure has 102cc engine and produces 6.7bhp and 7.85Nm of torque and is mated to a variomatic drive planted on a high rigidity under bone type chassis. It gets drum brakes at the front and the rear, steel wheels and a 5-litre fuel tank. It is 1,750mm long, 705mm wide and 1,100mm tall and has a ground clearance of 125 mm. The company offers a maintenance-free battery and a warranty period of 5 years or 50,000 kms. The storage area under the seat boasts of an inner rack, a luggage hook.
However, the Pleasure was more unique at a marketing level than at a product level.
It segmented the whole market into two groups based on variables like gender, age and personality. It was a scooter targeted at young women with cheerful personality. A cheerful personality type is someone who is optimistic and positive, even in difficult situations. They enjoy social interactions and making others feel good.
It was positioned sharply as a women’s scooter with the brand tagline “Why should boys have all the fun?” conceived by a leading ad agency FCB-Ulka. The brand was endorsed by film actresses like Priyanka Chopra and Alia Bhatt.
It thus polarized the entire scooter market, with offerings being positioned either specifically male or female. The Pleasure thus carved a niche for itself, and quickly went on to capture almost 17% of the market in a short space of time. In 2020, the Hero Pleasure was discontinued and was replaced by the Hero Pleasure Plus.