consumer opinion regarding leading brand of hero honda bike in india
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RESEARCH REPORT
ON
CONSUMER OPINION REGARDING LEADING
BRAND OF HERO HONDA BIKE IN INDIA
Report Submitted to the Fulfillment of thePost graduate diploma in management
[2008-2010]
Submitted To: Submitted By
MR. GIRISH KATHURIA MUKESH KUMAR ASSOCIATE DIRECROR PGDM - 4th Sem
Roll -PGDM/08/0/60
IIMT COLLEGE OF MANAGEMENT
GREATER NOIDA
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DECLARATION
I MUKESH KUMAR, Roll No. PGDM/08/060, a student of PGDM IV semester of
IIMT COLLEGE OF MANAGEMENT, Greater Noida hereby declare that the
Research Report titled CONSUMER OPINION REGARDING LEADING
BRAND OF HERO HONDA BIKE IN INDIA is my original work and the
same has not been submitted for the award of any other diploma or degree.
DIRECTORS SIGN
Place: Greater Noida (MUKESH KUMAR)Date:......................
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ACKNOWLEDGEMENT
With a sense of gratitude, I would like to express my indebtedness my faculty
guide for giving me an opportunity to under take this Research on
Consumer opinion Regarding leading Brands of Hero Honda Motor
Bike In India in this esteem organization.
I would like to thank Mr. RAJEEV GUPTA SIR for his constant guidance to
conduct the present arduous research and untiring cooperation which he
extended to me throughout the duration of my research..
My special thanks are for those who spared time for providing information and
responding to the questionnaire.
MUKESH KUMAR
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PREFACE
As a part of PGDM 4th Semester course a student is required to undertake
short term Research project. The objective of this study is to provide an
opportunity to student to familiarize themselves with the practical aspect of
problems in particular field.
This Research has been very useful learning experience. Enriching
knowledge. In field of marketing research statically application and decision
making process.
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TABLE OF CONTENTS
Part I
INTRODUCTION ABOUT THE COMPANY
THE HISTORY OF THE ORGANIZATION
STRUCTURE OF ORGANIZATION
PRODUCTS & SERVICES
PLANS & BUDGETS
MARKETING POLICY & PRACTICES
PERFORMANCE IN THE MARKET PLACE & SHARE
PROBLEMS FACED BY THE ORGANIZATION
Part II
INTRODUCTION OF THE TOPIC
OBJECTIVES
RESEARCH METODOLOGY
DATA ANALYSIS & INTERPRETATION
FINDINGS
SUGGESTIONS
LIMITATIONS & CONCLUSION
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BIBLIOGRAPHY & APPENDICES
INTRODUCTION OF HERO
HONDA MOTORS LIMITED
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HERO HONDA MOTORS LIMITED
OVERVIEW
Hero Honda Motors Ltd., the manufacturer of India Largest selling 100 CC
Motorcycles was incorporated on Jan. 19, 1984. Hero Honda is a successful
blend of two unique cultures & world market leaders i.e. Honda Motor
Company of Japan & Hero Group of India. The partnership between
Hondas & Munjals to manufacture 100 CC Motor bike has been one of the
most successful Indian joint Venture ever. HHML has brought to India a
revolution on Two Wheeler by famous advertising campaign Fill it-Shut It-
Forget it . Today 2 plants of HHML are located on Delhi-Jaipur highway.
HHML DHARUHERA PLANT
LOCATION : 69th KM Stone
Delhi-Jaipur Highway
Dharuhera -122 106
Dist. Rewari (Hr.)
Tel. 01283-2131-35
Fax. : 01283-2399
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ESTABLISHED : 19th Jan, 1984
AREA
Total : 2,48,000 sq. mts.
Covered : 58,183 sq. mts. (23.5%)
MODELS : CD-100, CD-DELUXE, CBZ, SPLENDOR
HHML GURGAON PLANT
LOCATION : 37th Km. stone
Delhi Jaipur Highway
Sector 33, Gurgaon -122 001
Haryana
Tel : 0124-304123-132
ESTABLISHED : 24TH FEB, 1997
AREA
Total : 2,99,000 sq. mts.
Covered : 47,200 sq. mts/ (15.8%)
MODELS : STREET, SPLENDOR, CBZ
HEAD OFFICE
LOCATION : 34, Community Centre
Basant Lok, Vasant Vihar
New Delhi - 110 057
Tel. : 614-2451 (9lines)
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HISTORY OF COMPANY
Honda Motor Company, Japan:
Honda motor company the worlds largest manufacturer of Motorcycle,
commanding 25% of world's & 50% of Japans Motorcycle market, was
incorporated in 1948. Today Honda name has become the guarantee of the
technological & manufacturing excellence of any product. It involved in
automobiles & power product (Lawn Mowers, generators and Out board
Motors). It has 83 overseas production facilities in 35 countries, looked after
by a 93,000 strong force.
Hero Group of Industries
What began in Ludhiana in 1951 as a small unit manufacturing Bicycle parts
has today emerged as Rs. 2500 Crores industrial Colossus - Hero Group of
industries. Munjal brothers set it up. The operations of group cover a wide
spectrum of consumer & Industrial application including motorcycle, light
motorcycles, mopeds, automotive components & industrial supplies.
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Hero Cycles is in Guinness Book of World Record as Worlds largest bicycle
manufacturer. It has also received several National & International Awards for
Excellence. The search for Excellence led to creation of companies like Hero
Cycles Ltd. (1956), Gujrat Cycles Ltd. (1988), Munjal Showa Ltd. (1985),
Rockman cycles industries Ltd. (1961) Etc.
Since the company maintains the ethos of Perfect Quality, it has helped the
group attain its global stature. Besides maintaining the quality standards it has
developed home-grown Research & Development facilities to enhance its
production so as to stride further.
HISTORY & GROWTH
Under motorcycle segment HHML is the market leader with 42% share in the
market. Its nearest competitor Bajaj Auto has 24% market share. It's true that
lot of Hero Honda's success is due to the fact that for a long time it
operated in a near monopoly situation, it was the only 4 stroke
motorbike & offered customer an incredible 85 km for every time. But
even with the competition in the past few years, Hero Honda has effortlessly
maintained its lead.
In the year 1988-89 the production & sales mounted to 744,014 nos. & 74,027
nos. respective & turnover was Rs. 104.54 crore. In 1989-90, the Company
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produced & sold 96,325 & 96208 bikes respectively. The total turnover at Rs.
152.62 crores reflected an increase of 9.5% over the previous year when
compared on an annualized basis. The company introduced a new model
"sleek" during July 1989. The market response for the new model was
reported to be satisfactorily. During 1990-91, production rose to 1,20,091 nos.
& 120,055 motorcycle were sold for a total consideration of Rs. 195.75 crores.
In the domestic market, company was planning to launch a new Model Motor
Cycle - CD 100SS suitable to semi rural conditions. In the incarnation front
plans were aft to enter the African Market. Possibilities were being exposed to
export motorcycles in completely knocked down conditions to Iran & Mauritius.
In the domestic market, the company was reposed to have an mkt share of
46% during 1990-91. During 1991-92, turnover & production, increased to Rs.
275.72 crores & 135260 no. During 1992-93 turnover increased moderately
despite reassign in the automobile sector. However production was lower at 1,
28,649 motorcycles. During 1992-93, turnover & production increase to Rs.
307.26 crores & 1,28,649 motorcycles respectively. During 1993-94 turnovers
improved to Rs. 369.99 crores & Production improved to 148,000 motorcycles.
In the year 1994-95 production & turnover increase to 1, 83,490 motorcycle &
Fax: 614 3321, 614 3198
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STRUCTURE OF COMPANY
MISSION
Maintaining an international perspective, the company is dedicated to
provide highest quality products at reasonable price for World - wide
customer base.
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COMPANY'S MANDATE
* To be world class manufacturer
* To be market leader.
* To achieve high level of customer satisfaction.
* Excellence through teamwork.
* Enduring relation unit stakeholder
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CORPORATE OBJECTIVES:
* To study products of highest quality at reasonable price for customers
satisfaction & for the benefits of society in general.
* To provide all concerned persons with happiness in association with the
Company.
* To offer joy to vendors of supplying components.
* To offer joy to employees of manufacturing
* To offer joy to dealers of selling products.
* To offer joy to customers of using products.
* To offer joy to investors of receiving returned.
.
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NAME OF THE CHAIRMAN AND BOARD OFDIRECTORS
No.
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Name of theDirectors
Designation
1 Mr. BrijmohanLall Munjal
Chairman &Whole-timeDirector
2 Mr. PawanMunjal
ManagingDirector
3 Mr. ToshiakiNakagawa
Jt. ManagingDirector
4 Mr. Takao Eguchi Whole-timeDirector
5 Mr. SatyanandMunjal
Non-executiveDirector
6 Mr. Om Prakash
Munjal
Non-executive
Director7 Mr. Tatsuhiro
OyamaNon-executiveDirector
8 Mr. MasahiroTakedagawa
Non-executiveDirector
9 Mr. Narinder NathVohra
Non-executive &IndependentDirector
10 Mr. PradeepDinodia
Non-executive &Independent
Director
11 Gen.(Retd.) VedPrakash Malik
Non-executive &IndependentDirector
12 Mr. Analjit Singh Non-executive &IndependentDirector
13 Dr. Pritam Singh Non-executive &IndependentDirector
14 Ms. ShobhanaBhartia
Non-executive &IndependentDirector
15 Dr. Vijay LaxmanKelkar
Non-executive &IndependentDirector
16 Mr. Sunil BhartiMittal
Non-executive &IndependentDirector
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FOREIGN COLLABORATION
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FOREIGN COLLABORATION
By merging 2 different Philosophy Hero Honda philosophies was born. As per
the collaboration agreement between Honda Motors & Hero Group, Honda
Motors was to furnish complete technical information, know how, trade secret
& other relevant data to HHML & was to assist & guide in selection of
equipment. They also agreed to train the technicians of the company, to
provide information about the construction of the plant & on procurement of
the components. In consideration to their services, HHML was to be paid a
lump sum fee of U.S. $ 500,000 in 3 equal installments & a royalty of 4% on
the net ex-factory & all prices of the product. The duration of the agreement
was for a period of 10 yrs. from 21st June.
483.85 crores due to growth in demand for 2 wheelers & declining infection
during the year 1995-96. Turnover increased substantially to Rs. 640.70
crores & production was 226211.During the year 1996-97 turnover improved
to 783.83 crores & products increase to 268931 motorcycles. A new step
through model "street-100" with unique feature was launched on 24th January
1992. During this year (97-98) company has produced & sold 407546
motorcycles compared to 268931 last years registering a growth of 51.5%.
Turnover grew by 48% to Rs. 1160.72 crores during the year. Street 100
model has made a strange presence in the very first year of its launch.
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Constituting around 10% of the total sales. In the year 1998-99 sales
turnover has grown up to 15529.
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SALES PERFORMANCE OF THECOMPANY
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COMPANY PERFORMANCE
Hero Honda maintained its grip in the motorcycle segment with a lead of morethan one million motorcycles over its competitor and a market share of 48 per
cent. Overall, your Company accounted for 40 per cent of the Indian two-
wheeler market.
HERO HONDA SALES
Business Highlights for the Financial Year Impressive growth driven by multi-
pronged strategy, with a slew of new product launches across segments,
value-added services, extensive 360 degrees communication, & leveraging
longstanding Hero Honda brand properties for brand building Overwhelming
customer response to new launches such as Hero Honda CBZ X-treme, new
Karizma, Glamour with alloy wheels; new CD Deluxe & CD Dawn Redefined
industry benchmarks in sales; posted record despatch sales and retail sales
Path-breaking two-wheeler technology introduced, in the form of Glamour with
Fuel Injection (FI) technology Added a new venture Hero Honda Sure! for
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pre-owned motorcycles; another benchmark redefining initiative, sets up 15
such outlets across the country Achievements for the Financial Year HHML
adjudged 7th Top Indian Company by Wallstreet Journal Asia HHML ranked
No.1 in Customer satisfaction index by CSMM-Business World Loyalty Report
CBZ X-treme awarded Bike of the Year by Overdrive Magazine, BS
Motoring Magazine and NDTV Car India Bike India Awards Hero Honda
Glamour FI Awarded Bike Technology of the Year by NDTV Profit Car India
Bike India, and Auto Tech of the Year Award by Overdrive magazine
Record dispatch sales of over 363,480 units & retail sales of 531,716 units in a
single month in October Retains the coveted position of being the Worlds
No.1 two-wheeler company in unit sales for six years in a row New Delhi, April
1, 2007: Hero Honda Motors Ltd. (HHML), clocked sales of 277, 915 two-
wheelers in the month of March, thus ending the financial year 2006-07 with
an impressive cumulative tally of 33,36,756 units. The Company had
registered sales of 272,312 units in March 2006 and a cumulative 30,00,751
units in the previous fiscal (2005-06). The financial year 2006-07 witnessed
the Company report impressive growth and record sales, consolidate its
market leadership, and bring about a series of industry defining initiatives.
According to Mr. Anil Duo, Vice President Marketing & Sales, HHML, Our well
thought-out multi-pronged strategy helped us carry on the strong growth
momentum during the financial year 2006-07. The strategy has been to bring
out products to meet customer requirements across segments, provide value-
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added services, support the new products with extensive 360 degrees
communication, and leverage longstanding Hero Honda brand properties for
brand building. We are sure of carrying forward this momentum in the coming
financial year too. HHML launched as many as eight new products (including
variants) during 2006-07. This included the highly successful CBZ X-treme,
New Karizma, Glamour FI, Glamour with alloy wheels, CD Deluxe, CD
Dawn, Passion Plus Limited Edition and the New Achiever. While highly
popular brands such as Splendor and Passion Plus continue to bring in the
large volumes and keep consolidating the companys stronghold on the deluxe
segment, the newly-launched CD Deluxe has been clocking impressive
numbers to build HHMLs presence in the entry segment. The other big
launch, CBZ X-treme has shaken up the premium segment, and has been
clocking an impressive 15,000 to 20,000 units per month. CBZ X-treme has
already crossed the 50,000 mark in a very short time since its launch late last
year. It is the success of these new products launched during this financial
year, as also the aggressive marketing campaigns, which have helped HHML
register better-than-industry growth continuously in the last few months. __
MOMENTS OF PRIDE
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Lowest Accident Frequency Rate Award: Received First position award in
1989, 1990, 1992, 1993 & 1994.
Longest Accident Free Period Award: Received First position award in
1989, 1990, 1992, 1993 & 1994.
Best Working Conditions: First prize in 1990, 1993.
Awards also received for Best Maintenance of Environment & of Effluent
Treatment Plant, Best Performance, Best First Aid Arrangements, National
Safety Award 1993 under scheme I & II, National Safety Award 1994 under
scheme I & II (All of them of First Position).
And for Regional Work skill Competitions in Miller Trade and in Turner Trade,
CII Regional Quality Circle Convention of Jaipur, Lucknow AND QCFI Delhi
Chapter Quality Circle Convention etc.; (All of Second Position).
And others like National Trophy on Quality Circle, National Award for
outstanding Contribution Towards the development of small scale industries,
Distinguished Entrepreneurship Award 1997, Businessman of the Year 1994
conferred on our Chairman.
WORKING PHILOSOPHY :
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Hero Honda is the market leader among motorcycle segment. Working
Philosophy of HHML is the root case that has made it market leader.
Hero Honda believes in 5S i.e.
Seiri - Select Necessary Items
Seiton - Set Necessary Items in Good Order
Seiso - Sweep up Work places
Seiketsu - Secure cleanliness at all times
Shitsuke - Set Habit
Hero Honda believes in "Quality" i.e. Quality of Product", "Quality of
Organization, "Quality of life", " Quality of worker". Company has sufficient
supply all the 5 M's required to run a business i.e. material machinery, money,
manpower & Market. But still company is continuously trying to improve the
quality of all these things. More over, Company is conscious to supply high
quality to their customers. Quality of manpower is simultaneously improving
through various programs. Co. is also improving the Quality of product by
using latest technology.
Secondly company believes in Development i.e. "Development of
organization, Development of employees" & "Development of community
for the development of organization. Company encourages meaning
participation of its employees. Company has a new plant at Gurgaon i.e. the
result of companies consciousness about organization development of its
employees, company is putting so much effort that any organization can.
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Company has organized is organizing & also is planning to organize various
training & development programmers for all levels of workers. These
programs have result in continuous growth & improvement of its employees.
Now the company is conscious to the fact that growth & progress of its
employees & the company is interdependent. The companies strikes to create
an atmosphere where team spirit & mutual understanding could grow & where
its team members may work happily & derive joy & pleasure company has
also done a lot for the community development. Company has provided its eye
camp, Blood donation camp, Rehabilitation camp, Drinking water, ambulance
& mobile clinic for good health of people living in near by villages. For
providing good education to them, company has opened school & craft
training center near the company. Company also trying to maintain plantation
& greenery to control pollution. Company trying to removes the problems
faced from grass root. Dignity of human being at all level. All Employees at
HHML are same.
Next the company believes in Equality . "Equality of caste" Equality of
thought " Equality of religion race, sex, nationality etc. It respects the dignity
of human being at all level. Whether be, a worker of A.G.M. are wearing same
dress, having same food & coming by same bus.
All there things show that HHML doesn't differential between a worker &
manager. Don't even they consider their worker as "work tool". By organizing
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TRAINING & DEVELOPMENT programs for the self-development of worker
company tries to use brain of their worker because they are equally
responsible for the development of organization.
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PRODUCTS OFFERED BY
COMPANY
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PRODUCT LAUNCHES
For more than two decades, Hero Honda created brand equity for itself by
putting together best-in-class portfolios and new technologies. Your Company
also launched new engine platforms in 125cc and 150cc categories, and is
planning several new launches in the forthcoming year. We've already
introduced cutting-edge Fuel Injection technology in one of our products,
Glamour FI, making Hero Honda the first two-wheeler Company in India to do
so. Over time, we expect to cascade this technology across other models.
Apart from successfully launching of 4 new models during the year in review,
your Company made its debut in the scooter market with the 100cc offering
called Pleasure targeting women commuters and home makers. The
products, which are mostly sold through a chain of unique all-women retail
outlets, were received well by the market, and we hope to gain critical mass
over the next few year.
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Hero Honda Products
CD DAWN
CD-DELUXE
PLEASURE
SPLENDOR PLUS
SPLENDOR NXG
PASSION PLUS
SUPER SPLENDOR
GLAMOUR
GLAMOUR PGM FI
ACHIEVER
CBZ X-TREME
HUNK
KARIZMA
KARIZMA ZMR
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HERO HONDA CD -100
FILL-IT, SHUT-IT, FORGET-IT
Hero Honda CD-100 is the main, first 4 stoke 100 cc motorcycle of India that
has set standards in the Indian 2 wheelers Industry. The reasons for its
popularity are apparent Economy, Quality, Reliability & Capability to go on
year after year. It's engine is derived from Honda's Legendary econo series for
motorcycles that have proved their toughness & reliability around the hold for
the last 35 years, having sold over 30 millions units house wise. And ace to
Mr. Soichiro Honda, the founder of Honda Motor Company, the engine
has been upgraded over the years to achieve the highest level of
performance. Other Features are
FEATURES
-Phenomenal fuel efficiency
-Economical & easy to maintain
-Nation-wide service Support
-Improved, easy to read, illuminated Speedometer
-Swing arm with Hydraulic Dampers
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HERO HONDA SLEEK
The need for a stylish looking bike having Hero Honda's famous fuel economy
gave birth to sleek, the most beautiful bike on Indian Roads, in September
1989. It is a bike designed with the flair of International styling & meant to
arouse excitement in man who is driven by something beyond the ordinary.
Sleek always has its effect on people because of the reasons like
FEATURES
-Moves you even when it is standing still with a racy, streamlined sides
-Easy rider with new profile Handlebar & single-piece moulded seat
-Fuel Efficiency
-Trendy colours & slim good looks
-From HERO HONDA, after all
HERO HONDA CD DELUXE
ROUGH & RUGGED
HHML's commitment to its customer took the shape of CD DELUXE which
was launched in 2000.It adds a new dimensions of strength to HHs world
famous 4-Stroke Technology. It is another tough mobike -represents
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Toughness & Ability to handle even off the road for riding condition. All meant
to make the bike safer, sturdier & more stable than before .
FEATURES
Wider tyres to grip the road
Larger, reinforced Shock absorbers-to soak up bumps on unkind roads
Heavier body weight- to ensure balance & strength
Special Engine guard- to protect it from assault of sand, mud & stones etc.
HONDA SPLENDOR
DESIGNED TO EXCEL
Stylish fuel economy bike, having high mileage and suspension power.
excellent speed and velocity
FEATURES
Designed to excel in field of technology.
High suspension
Easy handling of brakes
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Passion plus
It is a bike designed with the flair of International styling & meant to arouse
Excitement in man who is driven by something beyond the ordinary .
FEATURES
Famous4-StrokeTechnology.
Stylish, smart looking, excellent fuel efficiency
-Trendy colours & slim good looks
GLAMOUR
New style of new generation.125 cc bike with high style fuel capacity. bike
is facilitated with high world efficient technology.glamourous passionate
looks.
FEATURES
Stylish look
Efficient fuel capacity up to 16 liters
New range of handling capacity
Featuring fuel ignition technology
Varied colours and styles
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GLAMOUR PGM FI
Featuring the Japanese technoly of handing the fuel-ignition linkage in case of
sudden stoppage or accident.
New technology has added a landmark in the field of speed,
Style, comfort and luxury
ACHIEVER
Achiever has acted as a land mark of speed and passion loving for new
Generation.
New designed high framed enginesSpeed reaching in speedometers upto 180 km.New age of automobiles.Elastic,cool,upwards straight seats.Bikes ranging in various lovable colours.
CBZ XTREME
Fifth generation bikes,huge mileage,well fuel efficiencySports bike main stress on sped and looksRPM ranging upto 5000rpm.
Handling is comfortable0-90 km in just 6 seconds.Lovely rash colours
HUNK
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Acting as a machine horse
High in every field sped,comfort,mileage,style,looks,features.
Creating zero noise pollution
Excel in Japanese measurement ofmechanism.
Fuel tank stylish and big
Trendy pleasing look for heavy luxurious people
KARIZMA
Varied luxurious colours
Heavy gaint appealing look,featuring high sped.
Antilocking system
Costlier and noise less
Featuring a new range of electronic meter
Lights and looks are trendy
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PROBLEMS FACED BY THE
COMPANY
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INDUSTRY CHALLENGES AND OPPORTUNITIES
The Indian two-wheeler industry saw an increase of 15 percent during the
year. Two-wheeler sales crossed 7.5 million units mark, which accounted for
more than 80 percent of domestic auto sales. Motorcycles shared around 82
percent of the entire two-wheeler sales. However, industry margins came
under some pressure during the year in review because of an increase in input
prices of steel, aluminum and rubber. Operating margins were also affected on
account of erratic power supplies and high costs of back up power.
Nevertheless, the upside potential for the future is still extremely high because
of the sheer potential for volume growth. I believe that your Company has
barely scratched the surface in terms of optimizing potential. According to
NCAER, there are about 225 million people about 22 per cent of the
populationwho live in households that have an annual income range of Rs.
90,000-200,000. Large towns (population of over 500,000) have about 30 per
cent of this population, while rural India has about half of this income group.
These groups are the real growth engines for the great Indian dream, because
at these levels, a number of inspirational and discretionary purchases (which
includes two-wheelers) are within reach. Against this backdrop, your Company
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should be able to comfortably sustain double-digit growth in the medium to
long term, despite increasing competition.
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OBJECTIVES OF THE
STUDY
OBJECTIVES
To analyse the social status, economic status, tastes, preferences, reasons
behind purchase of Hero Honda Customers.
To overview various Hero Honda products image among competitors
To protect customers interest for companies products
To make an overall assessment of specified market to provide a better new
age of automobile industry
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RESEARCH METHODOLOGY
RESEARCH METHODOLOGY
All progress is born of inquiry, doubt is often better than
over confidence for it leads to inquiry leads to invention is
a famous Hudsons dictum in context of which the significance of
research can well be understood.
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1. I visited the dealers & customers and gathered information required by the
questionnaire.
2. For employing strong based to the research I tried to inquire the positions
of HERO HONDA MOTORS LTD., motorcycles and how satisfied they are
with them if they are already selling those.
3. Final ranks were obtained by giving weight to individual ranks possessed
by the respondent to make the research more reliable. Coding and tabulation
of data were made for the purpose of analysis and to give it a graphical view.
RESEARCH PURPOSE
To analyze customers buying behavior regarding leading brands
of Hero Honda
To identify the major segment of bike lovers
To know there requirements regarding features, mileage
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RESEARCH DESIGN
Sample survey: Retailers and customers
Area of survey: Delhi and Noida
Data type: Primary data and secondary data
Sample selection: Convenience
Data collection method
The data for research report was collected by customers during marketing of
products and with retailers
RESEARCH INSTRUMENT
Questionnaire and observation are two basic methods of collecting primary
data. In my study we have employed both the methods for the collection of
primary data that suffices all research objectives. Secondary data sources like
catalogue of company, product range book of the company are also used.
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DATA ANALYSIS
GRAPHICAL REPRESENTATION
TABULAR REPRESENTATION
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GRAPHICAL REPRESENTATION
Brand Awareness among the consumer based on 1st response
No of respondents=350
0
1 0
2 0
3 04 0
5 0
6 0
H e r o
h o n d a
B a ja j O t h e rs
N o . o f c u s
% a g e
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Familiarity of Brands in four stroke segment
No of respondents 200
BrandName No of customer %ageHEROHONDA 88 44.00BAJAJ 62 31.00TVS 25 12.50LML 25 12.50
TABULAR REPRESENTATION
HERO HONDA CUSTOMER PROFILE ANALYSIS
AGE (in absolute figures and %)
Age(Yrs) CD 100 CD deluxe SPLENDOR KARIZMA18-25 9 32.14 13 29.5 76 35.8 8 5026-30 9 32.14 13 29.5 61 28.8 5 31.331-35 5 17.85 7 16 39 18.4 1 6.3
36-40 2 7.14 7 16 15 7.1 2 12.541-45 2 7.14 5 11.4 7 3.3 0 6.2546-50 1 3.57 1 2.3 10 4.7 0 050&above 0 0 0 0 4 1.9 0 0BASE 28 44 212 16
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EDUCATION (in absolute figures and %)
EDUCATION CD 100 CD deluxe HUNK CBZUpto matric
HSC/SSC
7 25 6 13.6 24 11.3 2 12.5
Attended College 6 21.4 11 25 25 11.8 4 25Diploma 5 17.9 6 13.6 21 9.9 3 18.8Graduate Post 1 3.6 8 18.2 25 11.8 2 12.5Graduate 7 25 7 15.9 60 28.3 2 12.5Professional 1 3.6 6 13.6 32 15.1 0 0
Degree 1 3.6 0 0 25 11.8 3 18.75BASE 28 44 212 16
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OCCUPATION (in absolute figures and %)
OCCUPATION CD 100 CD deluxe SPLENDOR KARIZMAStudent 2 7.1 7 16 37 17.5 7 43.75Officer/executive 1 3.6 10 22.7 64 30.2 2 12.5Own Shop/Trader 8 28.6 10 22.7 32 15.1 2 12.5Bussiness/industry 4 14.3 9 20.5 29 13.7 4 25Employed Self 5 17.9 5 11.4 33 15.6 0 0Farmer/farm related 6 21.4 0 0 2 .9 0 0Retired 0 0 1 2.3 0 0 0 0Unemployed 1 3.6 1 2.3 5 2.4 0 0Others 1 3.6 1 2.3 16 7.5 1 6.25BASE 28 44 212 16
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INCOME (in absolute figures and %)
INCOME CD100 SPLENDOR HUNK CBZUpto 5000 10 35.7 10 22.7 35 16.6 0 05001-7000 5 17.9 13 29.5 76 35.8 0 07001-10000 5 17.9 15 34.1 56 26.4 2 12.510001-15000 8 28.6 5 11.4 22 10.4 2 12.515001-20000 0 0 1 2.3 8 3.8 4 2520001 & above 0 0 0 0 15 7.1 8 50BASE 28 44 212 16
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INTENSITY OF PURCHASE (in absolute figures and %)
INTESITYOF
PURCHASE
CD100 CD deluxe SPLENDOR KARIZMA
Never 11 39.3 27 61.4 50 44.6 13 81.3Once 9 32.1 11 25 40 35.7 3 18.8Twice 6 21.4 6 13.6 15 13 0 0Three times 2 7.1 0 0 4 3.6 0 0Four times
and above
0 0 0 0 3 2.7 0 0
BASE 28 44 212 16
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PURPOSE OF USE (in absolute figures and %)
PURPOSEOF USE
CD100 CDdeluxe SPLENDOR CBZ
Commuting
to and from
work
11 39.3 18 41 114 53.8 2 12.5
Going to
school &
college
7 25 7 16 30 14.2 7 43.8
Going out
with family
7 25 8 18.2 18 8.5 2 12.5
Carrying
goods or
bussiness
1 3.6 3 6.8 10 4.7 0 0
Office/
bussiness
related
travel
2 7.1 5 11.4 56 26.4 5 31.3
Others 0 0 0 0 0 0 0 0BASE 28 44 212 16
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USAGE AREA (in absolute figures and %)
USAGE AREA CD100 CDdeluxe SPLENDOR CBZWith in city 15 53.6 28 63.6 176 83 9 56.3On highways 5 17.9 8 18.2 11.7 13.2 5 31.3Rural areas 8 28.6 8 18.2 8 3.8 2 12.5BASE 28 44 212 16
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INTERPRETATION
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AGEWISE :
Hero Honda bikes are more popular among age group18-30yrs.
OCCUPATION WISE:
Officer/Executives and Industry related people have an important role to play
in purchase of all kinds of bikes. Retired and unemployed are found to be least
interested.
INCOMEWISE
High-income groups and very high-income groups (i.e. above 15000) have a
very limited share in purchase. Majorly preferred by people falling in income
group upto Rs. 10000.
REASONS FOR PURCHASEWISE :
Good looks, ease of driving and fuel economy are the main reasons for
purchase of all Hero Honda bikes. CBZ has been successful in attracting
customers because of its features like good looks, ease of driving, disk
brakes etc.
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EDUCATIONWISE :
Overall educational levels are low. Respondents up to metric, HSC/SSC and
graduates are more active than the post graduates and the professional
degree holders. Share of professionals is considerably low.
USAGEWISE :
All the bikes are majorly used within the city only. Use in villages/rural areas is
very low.
PURPOSE OF USE :
The major purpose of usage is commuting to work. Office and business
related travels also accounts for a considerably percentage of usage.
RESIDENCEWISE :
A major portion of buyers is residing in urban areas. The numbers of
buyers residing in rural areas is considerably high in case of SPLENDOR
and less in case of CBZ.
INTENSITY OF PURCHASE WISE
First time purchase prevailing. Less repeated purchases.
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SWOT ANALYSISOF
HERO HONDA MOTORLIMITED
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STRENGTH
Technical and financial collaboration with Honda.
Wide range of motor bike
Extensive research and development both in house developmentfacility
interface with other independent engineering units.
Large and competitive workforce.
Producing challenging product in market
WEAKNESS
Insufficient in capturing the southern market in India.
Not using brand loyalty for the customers
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OPPORTUNITY
Boast up production to fully utilize the installed capacity
To take the monopoly in motor vehicle category where the competitionis much more increased.
Effectively meet the demand created by way of operation victorcreating awareness among the rural consumers.
THEARATS
Sever competition by light motor and heavy vehicle faced from the sideBAJAJ.
Stiff competition with BAJAJ AUTO which has now increase market withactive participation in both northern and southern market.
Change in Government fiscal policy towards import and customer duty.
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FINDINGS
The age group 22-35 year figures out to be very much aware regarding
two wheelers.
Mileage was given top priority
Style and power considered most purchasing PowerPoint today.
People want to less maintenance of two wheelers.
The percent of rural and urban market is as 35% and 65%.
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RECOMMENDATIONS AND
SUGGESTIONS
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RECOMMENDATIONS
It seems that Hero Honda has not been successful in penetrating the rural
market. There is a large scope for the company in rural areas. Marketing
efforts should be directed towards the rural segment. Massive
advertisement with highly specialized ad-message towards people in rural
areas should be made.
Repeated extending various promotional schemes such as Exchange offer
should encourage purchases, Road Tax off offer etc which have been
already adopted in case of Street to others models.
CBZ has been successful in attracting customers because of its special
features and good looks. Such features should be focused in advertisement
messages.
Professionals have a low share in purchase. They should be targeted with a
bike to suit their personality and requirements.
High-income groups and very high-income groups should be targeted as
they also have a slow share in purchases. A new high priced bike can be
launched to attract them with highly specialized unique features
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APPENDIX
BIBLIOGRAPHY
BOOKS
MARKETING MANAGEMENT PHILIPKOTLER
FUNDAMENTALS OF MARKETING W. STANTON
NEWSPAPERS
THE INDIAN EXPRESS
THE TIMES OF INDIA
THE ECONOMIC TIMES
MAGAZINES
INDIA TODAY
BUSINESS WORLD
WEBSITE
HEROHONDA.COM
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QUESTIONNARE
CONSUMER OPINION REGARDING LEADING BRANDOF HERO HONDA BIKE IN INDIA
NAME :
AGE :
PROFESSION :
INCOME :
ADDRESS :
DATE :
CUSTOMER SATISFACTION
1. Name of the brand you are familiar with in the two wheeler segment.
1.Hero Honda 2.Bajaj 3.Others
2. Are you satisfied with the company service process?
1. Yes 2.No
2. How much percent of repeat Business.
1.25 2.50 3.75 4.None of them
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4. Do you know that HERO HONDA is going to launch
New product MOTOR CYCLE?
1. Yes 2.No
5. How much importance you give to the mind set of your family regarding
bike buying?
A. Extremely important B. Very important
C. Some what important D. Not very important
6. List the features in a row that you will prefer first while purchasing a new
model.
1. EXTERIOR STYLING
2. PRICE
3. BRAND NAME
4. SAFETY
5. COLOUR
6. TECHONOLOGY
7. MILAGE
8. ENGINE CAPACITY
9. WARANTY
7. Do you use your bike for family business or just a ride?
1. Family 2.Just for fun
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8. How much you are educated?
1. High school 2. Intermediate 3. Graduate 4. Post graduate
9. What is your intensity of purchasing of vehicle ?
1.never 2. Once 3. Thrice 4. Four times and above
10.What is the purpose of purchasing?
11.For what kind of usage you are purchasing the vehicle?
.