Activa’ting the self...

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Activa represents the new Indian youth...

Honda Activa epitomises the sheer power of a dream. Besides revitalising the Indian scooter market, it has harmoniously moulded the power of dream into a well-defined package of aesthetics, convenience, safe-handling, and simple, yet ultra-reliable fourstroke engine. Setting new standards for the new era of scooters in India, the Honda offering is superior by all means. Activa, which positioned itself at the premium end of the mid-sized scooter segment, sensibly resorted to feeton- ground approach and successfully delivered upon the promised claims. The product model range is specifically designed to cater to the entire needs of the young Indian families, reflecting the personality of a flamboyant youngster as well as a sober elderly. A self/kick ignition with a displacement of 102cc powers this 7bhp city slicker. The build is undoubtedly sturdy and high-speed handling is terrific. M. S. Madhukar (CRM, Planet Honda, Bangalore) comments, “It is the design and pick up which attracts youngsters… After-sales services certainly needs to be looked into as well.” It was the result of the sheer blend of technology and consumerspecific approach that helped Activa cross the one million mark within a span of five years. However, analysts argue that it is the brand which rules the market and merely being present in the market, with a product, is not much help. The mehendi ad campaign conceived by ‘Contract’ helped to further enforce the elements of authenticity and commitment. Operating in a fast-drying segment, HMSI with its Activa is now looking beyond just ordinary market share as its endeavours are oriented toward preventing the slide and help the market rejuvenate and blossom again!

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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