The customer relationship management system at Hero MotoCorp, an Indian manufacturer of motorcycles and scooters, effectively tracked basic customer experience activities but it had not revealed that the market had shifted dramatically and young women, entering India's workforce in droves, were not being effectively targeted. In 2010 Hero realised that young women were uncomfortable about…

BPIR Categories

4.1.1 Identify market segments & target customers
4.1.4 Develop & implement marketing strategy

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