nandi honda) raghu

Marketing aspects of Nandi Honda

The power of dreams

A project report submitted to Vsk University in partial

Fulfillment of the requirement for the award of

BACHELOR OF BUSINESS MANAGEMENT

VIJAYANAGARA SRI KRISHNADEVARAYA University

Bellary

Nandi Honda

Submitted by: raghavendra.k

(reg.NO M1010845)

BATCH NO. 2010-2011

PROJECT GUIDE

MR. IRSHAD ALI SIR, M.B.A

S.G.T. COLLEGE, BELLARY

DEPARTMENT OF BUSINESS MANAGEMENT

SREE GURU THIPPERRUDRA COLLEGE

BELLARY-583103

1 | P a g eS.G.T. COLLEGE, BELLARY


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C R E T I F I C A T E

This is to certify that MR.Raghavendra of BBM 1st year has

Successfully completed the project report entitled in Nandi Honda, Bellary

regarding Marketing aspects under the guidance of Mr. IRSHAD Ali M.B.A

Date:

Place: signature of guide



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C E R T I F I C A T E

This is to certify that MR.Raghavendra has completed project work

Entitled “marketing Aspects of Nandi Honda Company” as a practical

requirement for The award BBM. This Project was undergone for the period of ten

days and a copy of Project report has been submitted to the institution.

H.R. BALA NAGRAJ, M.B.A., L.L.B. (SPL)

HEAD OF THE DEPARTMENT

S.G.T. COLLEGE, BELLARY.



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D E C L A R A T I O N

I, RAGHAVENDRA.K declare that this Project entitled “MARKETING MANAGEMENT”

in NANDI NONDA is a record of independent work carried by me under the

guidance of MR.IRSHAD ALI, M.B.A S.G.T. College, Bellary in partial fulfi l lment

of the degree of Bachelor of Business Management.

I further declare that the findings in the project report are based on

the independent study done by me and this project has not formed

the basis for the award of any Degree / Diploma of any other

University.

DATE:

PLACE: (Signature of the STUDENT)



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A C K N O W L E D G E M E N T

I take this opportunity to thank S.G.T. College , Bellary for giving me an

opportunity to pursue my B.B.M. studies.

I thank Sri. S.N. Rudrappa, m.com,C.A. Honorable Chairman, Sree

Thipperudra Education Trust, Bellary for providing me an opportunity to carry

out the project.

I am thankful to Mr. K. RamKiran, M.B.A ., Honorable Principal Sree Guru

Thipperudra College, Bellary.

I convey my whole hearted thanks to Sri. H.R. Bala Nagraj, M.B.A. L.LB .

(Spl), Head of the Department for the opportunity and support.

I am extremely thankful to MR.IRSHAD ALI, M.B.A for providing me excellent

guidance during the course of my project work.

I am thankful to all the respondents who provided me with valuable

information DURING MY SURVEY.



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T A B L E O F C O N T E N T S :

CHAPTER – 1 Introduction

CHAPTER – 2 Profile of region under study

Branch profile

Industry profile

Company profile

CHAPTER – 3 Theoretical backdrops

CHAPTER – 4 SWOT Analyses

CHAPTER – 5 Marketing Aspects of the Company

CHAPTER – 6 Conclusions.

CHAPTER - 7 BIBLIOGRAPHIES



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I N T R O D U C T I O N

Marketing is a major role in the sub sense of company concern marketing activity act as a bridge between the seller and a consumer marketing is a disting and unique function of business any organization in which marketing is either absent or incidental is not a business and should never be run as if it were one marketing as assumed much importance in present date. Business world the question is often asked whether marketing is revelent to a developing country & tending towards the develop because of spurt in marketing world.

This project report try’s to understand the marketing accepts of Nandi Honda the project try learns insights of marketing mix elements of the above mentioned company in actually try’s understands the product offered by the company and this project also try to understand the importance of pricing and the pricing strategy used by the company as promotion plays an major role in the success of the company project try’s to understand the various promotion strategy followed by the company

On the outside this project report helps us to understand the marketing activity on strategy which are responsible for success of the company



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R E G I O N P R O F I L E



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G E O G R A P H Y

Bellary district is spread from southwest to northeast and is situated on the eastern side of Karnataka state. The district is 15° 30’ and 15°50’ north latitude and 75° 40’ and 77° 11’ east longitude. The geographical area is 8447 km².

Administration

Bellary comes under the administrative control of Gulbarga division and development jurisdiction of H.K.D.B, Gulbarga.

It has 2 revenue sub divisions, Bellary subdivision and Hosapete subdivision, which in all have seven taluk. The Bellary subdivision has 3 taluks, while there are four taluks in Hospet subdivision. There are 27 hoblies, One Corporation, one City Municipal Council, two town municipality, six town panchayats, 542 revenue villages, and 436 thandas/habitations

. HUMAN DEVELOPMENT INDEX:

“Human development is not only growth in income, wealth or consumption but the expansion of human capabilities"

–Human Development in Karnataka 1999

Bellary is one of the most backward districts of the State. In terms of the Human Development Index it is at 17 th place among the earlier configuration of 20 districts..Its HDI is 0.429 as compared to State HDI of 0.470.

Sl No

CharacteristicReference

YearBellary Karnataka



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1 Persons in million 1991 1.653 44.977

2. Density per Sq.km. 1991 191 235

3. Annual Compound Growth %

1981-91 2.41 1.93

4. Females to thousand Males

1991 957.0 960.0

5. Percent Urban 1991 29.9 30.9

6. Percent Literate Male 1991 59.3 67.3

7. Percent Literate Female 1991 32.5 44.3

PER CAPITA INCOME :

Per capita income in the district is much lower than the per capita income in the state as evinced from the following figures :

Reference Bellary Karnataka

Current Prices (1995-96)

Rs 8544 Rs 9384

Constant Prices (1980-81)

Rs 2143 Rs 2551

Economy of Bellary

The major occupation of this district is agriculture and 75% total labor force depends on agriculture for their livelihood. The important crops cultivated here



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are cotton, jowar, groundnut, paddy, sunflower and cereals. The main source of irrigation is Tungabhadra Dam.

This district is endowed with rich mineral resources, both metallic and non-metallic minerals. The metallic minerals include iron ore, manganese ore, red oxide, gold, copper and lead. The non-metallic minerals include andalusite, asbestos, corundum, clay, and dolomite, limestone, molding sand, quartz, soapstone, granite and red ochre.

There is a spectacular growth of industries in Bellary. There are small scale and large-scale industries here.

large scale and medium scale industry:-

There are 48 large and medium industries in the district with an investment of 6,193,28 cores

there are 353 factories in the district

Prominent players

j s w ltd

j s w cements

MspL

Bellary thermal power corporation

Sirugappa sugar & chemicals

Kalyani steel

small scale industry

there are 15,924 small scale industries with an investment of 56,789 lakh and providing employment to 76,571 persons.

Years units investments Employees2004-05 422 1,631 1885



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2005-06 578 2040 23482006-07 496 1915 19622007-08 604 2819 41902008-09 707 5411 50132009-10 950 7034 5090

3. Hampi - A World Heritage Centre (Bellary District)

“If dreams were made out of stone, it would be Hampi"

Geography



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Hampi is situated on the banks of the Tungabhadra River. It is 353 km from Bangalore and 74 km away from Bellary. Hosapete (Hospet), 13 km away, is the nearest railway head. Mantralayam, which is also on the banks of Tungabhadra, in AP is some 150km away. The principal industries of the village are agriculture, the support of the Virupaksha temple and some other local holy places in the vicinity, and tourism. The annual Vijayanagar Festival is organized by the Government of Karnataka in November.

Due to the presence of several mineral deposits in this region (iron-ore, manganese), mining has been going on for many years now. But a recent boom for the supply of iron-ore in the international market has led to increased levels of mining in this district. The World Heritage Site at Hampi as well as the Tungabhadra Dam are now under threat.

Gallery

Virupraksha Temple tower Farms as seen from Anjeyanadri


http://en.wikipedia.org/w/index.php?title=Tungabhadra_Dam&action=edit&redlink=1

http://en.wikipedia.org/wiki/Manganese

http://en.wikipedia.org/wiki/Government_of_Karnataka

http://en.wikipedia.org/wiki/Government_of_Karnataka

http://en.wikipedia.org/w/index.php?title=Vijayanagar_Festival&action=edit&redlink=1

http://en.wikipedia.org/wiki/Tourism

http://en.wikipedia.org/wiki/Agriculture

http://en.wikipedia.org/wiki/Hosapete

http://en.wikipedia.org/wiki/Bellary

http://en.wikipedia.org/wiki/Bangalore

http://en.wikipedia.org/wiki/File:Hampi-Old-And-New.jpg

http://en.wikipedia.org/wiki/File:Hampi_aug09_22.jpg



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Lotus Mahal at the Zenana Enclosure the st chariot at vitala complex

Elephant stables The remains of a giant Bukka's Aqueduct located near Anegondi

Scenery

Hampi Scenery, 360° Panorama Shot from Matanga Hill




http://en.wikipedia.org/wiki/File:Hampi_chariot.jpg



http://en.wikipedia.org/wiki/File:Hampi7-gimped-small.jpeg


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A R C E L O R T O S E T U P S T E E L P L A N T I N B E L L A R Y

ArcelorMittal Chairman and CEO Lakshmi N Mittal.

World's biggest steel producer Arcelor Mittal on Thursday signed a memorandum of understanding with the Karnataka Government to establish a 6-million tonne integrated steel plant in Bellary district.

Speaking to media persons here on the sidelines of the two-day Global Investors Meet, organized by the State Government, company Chairman and CEO Lakshmi N. Mittal said, “we hope to have for fast progress in Karnataka.”

Mr. Mittal said the company expected to make an investment of Rs.30, 000 crore in the project.

However, he said, the amount might change after the detailed project report was finalized. He said the project would be ready in 36 months after acquiring land and commencing engineering work on the site. “As of now, we do not know how long the race is going to be and how many hurdles there will be on the way,” Mr. Mittal remarked. Coal linkages, mining leases, water allocation and other raw material supplies had still to be worked out for the project. The company had already paid Rs.268 crore to the government for acquiring 4,000 acres in Bellary district,

According to a senior state government official, a few farmers have already accepted the compensation amount and more are expected to join them in the coming days. The state government had fixed land prices in three slabs of Rs 8 lakh, Rs 12 lakh and Rs 16 lakh, depending on the accessibility to the main road.



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J SW TO CONSTRUCT WORLD CLASS CR ICKET STAD IUM IN BELLARY

As tourism and infrastructure minister Janardhan Reddy himself put it, in a few years, it will be Bellary all the way.The minister on Friday announced that Bellary’s crowning glory will be the international sports complex, a Rs 78 crore project, which is on the anvil.To develop this project the state government has parted with 42 acres in Bellary city, where Jindal Steel Works (JSW) will take up the work in a phased manner.The stadium which will be named O.P. Jindal Sports Complex, will house a cricket stadium of international standards, an athletics stadium, a gym, a swimming pool, a badminton court and a dormitory for the players to stay.According to sources in JSW, it was a dream of both Mr. Reddy and Sajjan Jindal, owner of JSW to bring international cricket to Bellary. “Bellary is known for the rich iron ore deposits and for the world heritage site at Hampi besides a host of educational institutions. Mr. Jindal wanted to contribute in the field of sports, and Mr. Reddy suggested setting up this complex. We have actually taken up works in the existing stadium, which will be upgraded in the first phase. Here we will set up the gym, badminton court and the pool. We intend to complete On Friday, Mr. Reddy who was part of the heated debate on whether or not to set up the proposed international airport in Bellary, justified the move saying the district would witness fast paced development with the sports complex being one of the prime projects



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R S . 3 0 0 C R O R E F O R V I J A Y A N A G A R T H E M E P A R K

HAMPI: Chief Minister B.S. Yeddyurappa said on Thursday that he would earmark Rs. 100 crore in the forthcoming budget for the theme park on the Vijayanagar Empire planned by the Government to commemorate the 500th anniversary of the coronation of Sri Krishnadevaraya.

“I wish to release Rs. 300 crore to the Vijayanagar Pratishthan, which has been entrusted with the task of setting up the theme park at Kamalapur, adjacent to Hampi, for which the former Deputy Prime Minister, L.K. Advani, laid the foundation stone during last year's celebrations.

The Rs. 100 crore to be set aside in this year's budget will be continued for the next two years,” he added after inaugurating the Hampi Utsav here on Thursday.

Stating that the Vijayanagar Empire had a distinct place in Indian history, he said that Sri Krishnadevaraya had a special place among its rulers with his multifaceted personality as a warrior, administrator, and patron of art, culture and literature. “Is a great honor for us to establish a theme park on the glorious past of the Vijayanagar period at Hampi and make it a major tourist attraction I appeal to G. Janardhan Reddy and his colleagues to commence the work on the theme park immediately and complete it at the earliest I promise to set aside Rs. 100 crore every year in the budget for the next two years,



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B R A N C H P R O F I L E



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B R A N C H P R O F I L E :

Nandi Honda was establishes in the year 24th January 2004 in order to sell Honda’s bikes and scooters. It was founded by mr.Ubaid AHMAD and his mother ismatunissa. The total employees under this firm are around 62 employees. The annual net sales of bikes and scooters ARROUND 2000 annually. The promotion of this company is that they give advertisements in newspapers, magazine’s pamphlets, prospects and the they also facilities test drives, camps.etc. According to sales manager (f. ARHAN AHMED) every year is the successful year to their firm in achieving the sales of bikes. The perceive competitors’ to Nandi Honda is HERO HONDA (ANNAPURNA MOTORS PVT LTD)


ESTABLISHED YEAR 24TH JANUARY 2004 PROMOTORS UBAD AHMEAD, ISMATUNISSA ADDRESS Nandi Honda Address : 873B Bombay

Madras Trunk Road Cantonment Bellary 583104

NET SALES 2000 ANNUALY NO OF EMPLOYEES WORKING 62 EMPLOYEESPROMOTION(ADVERTISMENT’S) NEWS PAPER, TEST DRIVES, CAMPS,

PAMPLETS ETC SUCCESS FULL YEAR EVERY YEAR VISION EXPAND THE BRACHES


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F A C I L L A T E S T O T H E I R E M P L O Y E E S

NANDI HONDA ALSO FACILLATES TO THEIR EMPLOYEES DIRECTLY AND INDIRECTLY THOSE WHO WORK’S IN THEIR FIRM IS THAT PROVIDING TA, DA, PROVIDENT FUND. AND ALSO GIVE AN FREE EDUCATION TO THEIR EMPLOYEE CHILDREN IN THEIR EDUCATIONAL INSTITUTE THAT IS IN NANDI SCHOOL. NANDI HONDA ALSO MADE AN INSURANCE POLICY ON THE NAME OF EMPLOYEES IN ORDER TO OVER COME ACCIDENTS IN THE WORK PLACE.

NANDI HONDA GIVES BONUS IN ADDITION TO SALARY DURING FESTIVALS LIKE DEEPAVALI, RAMZAAN OR IN THE MONTH OF SEPTEMBER OF EVERY YEAR.

N A N D I H O N D A ’ S M I S S I O N A N D V I S I O N

The Nandi Honda has some vision and mission they are:-

VISION: The Nandi Honda their first and foremost vision is to be satisfying the customer by maintaining the friendly relationship and giving them a best possible service to their customers.

The second vision is that to expand the firm to provide best service to their customers.

MISSION: The Nandi Honda’s mission is to drag 50% of the customers TOWORDS THEM.



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I N D U S T R Y P R O F I L E

INDUSTRY PROFILE



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the Indian automotive industry consists of five segments: commercial vehicles; multi-utility vehicles & passenger cars; two-wheelers; three-wheelers; and tractors. With 5,822,963 units sold in the domestic market and 453,591 units exported during the first nine months of FY2005 (9MFY2005), the industry (excluding tractors) marked a growth of 17% over the corresponding previous. The two-wheeler sales have witnessed a spectacular growth trend since the mid nineties.

Evolution of Two-wheeler Industry in India

Two-wheeler segment is one of the most important components of the automobile sector that has undergone significant changes due to shift in policy environment. The two-wheeler industry has been in existence in the country since 1955. It consists of three segments viz. scooters, motorcycles and mopeds. According to the figures published by SIAM, the share of two-wheelers in automobile sector in terms of units sold was about 80 per cent during 2003-¬04. Bajaj auto began trading in imported Vespa Scooters in 1948. Until the mid 80’s, there were only three major motorcycle Manufacturers in India namely Rajdoot, Escorts, and Enfield. The two-wheeler market was opened to foreign manufacturers in the Mid 80’s. In 1984, Hero group entered the market in joint venture with Japan’s Honda Group. This high figure itself is suggestive of the importance of the sector. In the initial years, entry of firms, capacity expansion, choice of products including capacity mix and technology, all critical areas of functioning of an industry, were effectively controlled by the State machinery. The lapses in the system had invited fresh policy options that came into being in late sixties. Amongst these policies, Monopolies and Restrictive Trade Practices (MRTP) and Foreign Exchange Regulation

Act (FERA) were aimed at regulating monopoly and foreign investment respectively. This controlling mechanism over the industry resulted in: (a) several firms operating below minimum scale of efficiency; (b) under-utilization of capacity; and (c) usage of outdated technology. Recognition of the damaging effects of licensing and fettering policies led to initiation of reforms, which ultimately took a more prominent shape with the introduction of the New Economic Policy (NEP) in 1985.

However, the major set of reforms was launched in the year 1991 in response to the



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major macroeconomic crisis faced by the economy. The industrial policies shifted from a regime of regulation and tight control to a more liberalized and competitive era. Two major results of policy changes during these years in two-wheeler industry were that the, weaker players died out giving way to the new entrants and superior products and a sizeable increase in number of brands entered the market that compelled the firms to compete on the basis of product attributes. Finally, the two-¬wheeler industry in the country has been able to witness a proliferation of brands with introduction of new technology as well as increase in number of players. However, with various policy measures undertaken in order to increase the competition, though the degree of concentration has been lessened over time, deregulation of the industry has not really resulted in higher level of competition.

Two-wheelers: Market Size & Growth

In terms of volume, 4,613,436 units of two-wheelers were sold in the country in 9MFY2005 with 256,765 units exported. The total two- wheeler sales of the Indian industry accounted for around 77.5% of the total vehicles sold in the period mentioned

After facing its worst recession during the early 1990s, the industry bounced back with a 25% increase in volume sales in FY1995. However, the momentum could not be sustained and sales growth dipped to 20% in FY1996 and further down to 12% in FY1997. The economic slowdown in FY1998 took a heavy toll of two-wheeler sales, with the year-on-year sales (volume) growth rate declining to 3% that year.



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However, sales picked up thereafter mainly on the strength of an increase in the disposable income of middle-income salaried people higher access to relativel inexpensive financing, and increasing availability of fuel efficient two-wheeler models. Nevertheless, this phenomenon proved short-lived and the two-wheeler sales declined marginally in FY2001. This was followed by a revival in sales growth for the industry in FY2002. Although, the overall two-wheeler sales increased in FY2002, the scooter and moped segments faced de-growth. FY2003 also witnessed a healthy growth in overall two-wheeler sales led by higher growth in motorcycles even as the sales of scooters and mopeds continued to decline. Healthy growth in two-wheeler sales during FY2004 was led by growth in motorcycles even as the scooters segment posted healthy growth while the mopeds continued to decline. Figure 1 presents the variations across various product sub-segments of the two-wheeler industry between 1995 and 2004.

Segmental Market Share

the Indian two-wheeler industry has undergone a significant change over the past 10 years with the preference changing from scooters and mopeds to motorcycles. The scooters segment was the largest till FY1998, accounting for around 42% of the two-wheeler sales (motorcycles and mopeds accounted for 37% and 21 % of the market respectively, that year). However, the motorcycles segment that had witnessed high growth (since FY1994) became larger than the scooter segment in terms of market share for the first time in FY1999. Between FY1996 and 9MFY2005, the motorcycles segment more than doubled its share of the two-wheeler industry to 79% even as the market shares of scooters and mopeds stood lower at 16% and 5%, respectively.

While scooter sales declined sharply by 28% in FY2001, motorcycle sales reported a healthy growth of 20%, indicating a clear shift in consumer preference. This shift, which continues, has b demographic profile, and technological advancements.Over the past 10-15 years the demographic profile of the typical two-wheeler customer has changed. The customer is likely to be salaried and in the first job. With a younger audience, the attributes that are sought of a two-wheeler have also changed. Following the opening up of the economy and the increasing exposure levels of this new target audience, power and styling are now as important as comfort and utility.

The marketing pitch of scooters has typically emphasized reliability, price, comfort and utility across various applications. Motorcycles, on the other hand, have been traditionally positioned as vehicles of power and style, which are rugged and more durable. These features have now been complemented by the availability of new



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designs and technological innovations. Moreover, higher mileage offered by the executive and entry-level models has also attracted interest of two-wheeler customer. Given this market positioning of scooters and motorcycles, it is not surprising that the new set of customers has preferred motorcycles to scooters. With better ground clearance, larger wheels and better suspension offered by motorcycles, they are well positioned to capture the rising demand in rural areas where these characteristics matter most.Scooters are perceived to be family vehicles, which offer more functional value such as broader seat, bigger storage space and easier ride. However, with the second-hand car market developing, a preference for used cars to new two-wheelers among vehicle buyers cannot be ruled out. Nevertheless, the past few years have witnessed a shift in preference towards gearless scooters within the scooters segment. Motorcycles, offer higher fuel efficiency, greater acceleration and more been prompted by two major factors: change in the country's environment-friendliness. Given the declining difference in prices of scooters and motorcycles in the past years, the preference has shifted towards motorcycles..

Export: •Majority of exports are to Bangladesh, Sri Lanka, Bhutan and Nepal



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.•Motorcycles constitute 88% of the total two wheeler export.

• Most of bikes exported with engine capacity below 125 cc.

INVESTMENT TREND

Two wheeler industry investment rose from 2.7billion$ in 03 to 10.1billion$ in 08 with a CAGRof 21.7%.

•In 06-07 the motorcycle

Exports from India was

321,321 units.

•Till 16 the CAGR will be 14.2% from 08

Demand drivers Factors increasing the demand•Increasing prices of cars which Are substitute goods for



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Traveling. •Inadequate public Transportation system, •Increasing disposable income. •Favorable age demography And tastes and preferences.



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H O N D A M O T O R C Y C L E & S C O O T E R I N D I A P V T L T D



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Honda Motor Company, Ltd

(Honda headquarters building in Japan)

Honda is the largest motorcycle manufacturer in Japan and has been since it started production in 1955. At its peak in 1982, Honda manufactured almost 3 million motorcycles annually. By 2006 this figure had reduced to around 550,000 but was still higher than its three domestic competitors.

During the 1960s, when it was a small manufacturer, Honda broke out of the Japanese motorcycle market and began exporting to the U.S. Taking Honda’s story as an archetype of the smaller manufacturer entering a new market already occupied by highly dominant competitors, the story of their market entry, and their subsequent huge success in the U.S. and around the world, has been the subject of some academic controversy. Competing explanations have been advanced to explain Honda’s strategy and the reasons for their success

History

(CEO & president, Takeo Fukui)

From a young age, Honda's founder, Soichiro Honda (本田宗一郎, Honda Sōichirō) had a great interest in automobiles. He worked as a mechanic at a Japanese tuning shop, Art Shokai, where he tuned cars and entered them in races. A self-taught engineer, he later worked on a piston design which he hoped to sell to Toyota. The first drafts of his design were rejected, and Soichiro worked painstakingly to perfect the design, even going back to school and pawning his wife's jewelry for collateral.

Eventually, he won a contract with Toyota and built a factory to construct pistons for them, which was destroyed in an earthquake. Due to a gasoline shortage during


http://en.wikipedia.org/wiki/Toyota

http://en.wikipedia.org/wiki/Soichiro_Honda

http://en.wikipedia.org/wiki/Minato,_Tokyo

http://www.google.co.in/imgres?imgurl=http://www.blogcdn.com/green.autoblog.com/media/2009/02/takeo-fukui-250.jpg&imgrefurl=http://green.autoblog.com/2009/02/23/hondas-new-ceo-takanobu-ito-same-as-the-old-boss/&usg=__NP905aBKnTcSoddKVQenRn4-Vck=&h=259&w=250&sz=15&hl=en&start=11&zoom=1&tbnid=-Fm8Qw2uf1M35M:&tbnh=112&tbnw=108&ei=r3lhTfi9MMbNrQfJ8b2vAQ&prev=/images?q=present+ceo+of+honda+motors+company+ltd&hl=en&sa=G&gbv=1&tbs=isch:1&itbs=1


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World War II, Honda was unable to use his car, and his novel idea of attaching a small engine to his bicycle attracted much curiosity. He then established the Honda Technical Research Institute in Hamamatsu, Japan, to develop and produce small 2-cycle motorbike engines. Calling upon 18,000 bicycle shop owners across Japan to take part in revitalizing a nation torn apart by war, Soichiro received enough capital to engineer his first motorcycle, the Honda Cub. This marked the beginning of Honda Motor Company, which would grow a short time later to be the world's largest manufacturer of motorcycles by 1964.

Honda's

Geographic RegionTotal revenue (in millions of ¥ )

Japan 1,681,190

North America 5,980,876

Europe 1,236,757

Asia 1,283,154

Others 905,163

(Net Sales and Other Operating Revenue by Geographical Regions in 2007)


http://en.wikipedia.org/wiki/World_War_II


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C O M P A N Y P R O F I L E O F H O N D A M O T O R C Y C L E & S C O O T E R I N D I A P V T L T D

Introduction: -

Honda Motorcycle & Scooter India Pvt. Ltd (HMSI) is a fully owned subsidiary of Honda Motor Company Limited, Japan. Honda is the world's largest manufacturer of two wheelers. Set up in 1999, it was the fourth Honda automotive venture in India, after Hero Honda, Kinetic Honda Motor Ltd and Honda Siel Cars India Limited. Headquarters of the company are located at Gurgaon in Haryana state of India. In December 2002, HMSI got ISO 14001 certificate.

About the Company shiji aoyama (present CEO of hmsi)

Honda Motorcycle & Scooter India Pvt. Ltd was founded on August 20, 1999 at Manesar near Gurgaon in Haryana. The foundation stone for the Honda factory was laid on December 14, 1999 and the factory was completed in January 2001.

The company initially ventured into scooters as its joint venture agreement with the Hero Group precluded its entry into the motorcycle segment for five years. The company set benchmarks in the Indian scooter industry with the launch of its gearless scooter Honda Activa. Honda Dio, launched after it, was a slightly upgraded and trendier version of Activa. Honda Eterno was another addition to the repertoire of Honda scooters. First bike launched by HMSI was Honda Unicorn. It was followed by Honda Shine. All the products launched by HMSI were runaway hits in the market.

HMSI factory at Manesar is built on 52 acres of land. Its initial production capacity was 100,000 scooters per year, which has now been upgraded to 6, 00,000 scooters. The bike production capacity is 10, 00,000 per annum. Initial investment behind the factory was Rs. 215 crores and has now grown to 800 crores.



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The case discusses the marketing strategies of Japan-based Honda Motor Company Limited (HMCL) in India. Though HMCL had entered India way back in 1984 by entering into joint ventures with leading

Two-wheeler companies, the company established its wholly owned subsidiary - Honda Motorcycle and Scooters India Limited (HMSI) in October 1999. Within a couple of years after the launch of its successful products including Activa, Dio and Eterno, HMSI had emerged as the largest scooter company in India. The case describes in detail the product, pricing, distribution and promotional strategies of HMSI. It briefs the challenges faced by the company and its recent foray in the motorcycles business in India.

Honda Motorcycles and Scooters India - Annual sales report

HMSI has emerged as the fastest growing 2-wheeler company in India in the last decade. In a short span of time, the company has made a mark in the Indian 2-wheeler industry. All HMSI products have addressed the needs of Indian 2-wheeler market and have made a strong impact in their respective categories. Like all the recent years, HMSI has enjoyed overwhelming success in the year 2009-10 as a result of various new product launches and other initiatives.

Following are some of the key highlights of HMSI’s success in the year 2009-10

Sales Data

keeping the growth momentum, HMSI has progressed well and surpassed the set target by achieving 1.27 million units sales in 2009-10 with a growth of 18%. For the financial year 2010-11, it has set a target of selling over 1.5 million units and achieving a growth of 18% over 2009-10.

Sales Growth: (Domestic + Export)

FY 01~02 02~03 03~04 04~05 05~06 06~07 07~08 08~09 09~10 10-11 (Forecast)

Sales Volume

55,500 166,300 341,400 551,080 600,570 715,280 907,200 1,070,250 1,270,000

1,500,000

Growth

(YoY)

200% 105% 61% 9% 19% 27% 18% 18% 18%

Cum 55.5 222 563 1114 1715 2430 3337 4408 5658 7158



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m. (In’00

0)

T H E O R E T I C A L B A C K D R O P

Introduction of marketing: - marketing plays an important role in the success of a business enterprise. Marketing is primarily concerned with the movement of goods & services from producer to the consumer in order to satisfy their needs. Marketing contributes directly to keep the wheels of the organization moving on the path to progress & propriety

Meaning of market: - market includes both place and region which buyer and

Sellers are in comition with one another.

A economic market is said to exist where ever the buyer and seller of goods and services meet in search of opportunity for the adjustments of their mutual interest and translate business in an atmosphere of free and open compition.

Definition: - According to Prof Seligman :-“a market means coming to-gather of offers and demand for economic goods irrespective of the physical presence of the contrasting parties.”

Definition and meaning of marketing According to Philip kotler: - “marketing is creation of the human activity directed at satisfying needs and wants through an exchange process.” According to malcoln.n.nair:- marketing defines as “marketing is creation and delivery of standard of living.”

Meaning of marketing:- marketing is the getting the right type of goods and services to the right people at the right place at the right price with the right price with the right commutation and promotion.



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Marketing is the managerial process by which products are matched with markets and through with customer is enable to use or enjoy the product

The importance of marketing were as follows

Marketing handle goods and services for global economic

Marketing helps in the generates of employment opportunities

Marketing helps in transfer, exchange, and movement of goods.

Marketing acts as source of new ideas

Marketing act as a source of revenue or income

Marketing is helpful in development of an economy



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T H E M A R K E T I N G M I X

(The 7 P's of Marketing)

The major marketing management decisions can be classified in one of the following four categories:

Product Price Place (distribution) Promotion PEOPLE PROCESS PHYSICAL EVIDENCE

These variables are known as the marketing mix or the 7 P's of marketing. They are the variables that marketing managers can control in order to best satisfy customers in the target market. The marketing mix is portrayed in the following diagram:



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P R O D U C T

The product is the physical product or service offered to the consumer. In the case of physical products, it also refers to any services or conveniences that are part of the offering.

Product decisions include aspects such as function, appearance, packaging, service, warranty, etc.

P R I C E

Pricing decisions should take into account profit margins and the probable pricing response of competitors. Pricing includes not only the list price, but also discounts, financing, and other options such as leasing.

P L A C E

Place (or placement) decisions are those associated with channels of distribution that serve as the means for getting the product to the target customers. The distribution system performs transactional, logistical, and facilitating functions.

Distribution decisions include market coverage, channel member selection, logistics, and levels of service.

P R O M O T I O N

Promotion decisions are those related to communicating and selling to potential consumers. Since these costs can be large in proportion to the product price, a break-even analysis should be performed when making promotion decisions. It is useful to know the value of a customer in order to determine whether additional customers are worth the cost of acquiring them.

Promotion decisions involve advertising, public relations, media types, etc.



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P E O P L E

'People' as part of the marketing mix People are the most important element of any service or experience. Services tend to be produced and consumed at the same moment, and aspects of the customer experience are altered to meet the 'individual needs' of the person consuming it. Most of us can think of a situation where the personal service offered by individuals has made or tainted a tour, vacation or restaurant meal. Remember, people buy from people that they like, so the attitude, skills and appearance of all staff need to be first class. Here are some ways in which people add value to an experience, as part of the marketing mix - training, personal selling and customer service.

P R O C E S S

Process as part of the marketing mix

Process is another element of the extended marketing mix, or 7P's.There are a number of perceptions of the concept of process within the business and marketing literature. Some see processes as a means to achieve an outcome, for example - to achieve a 30% market share a company implements a marketing planning process.

For the purposes of the marketing mix, process is an element of service that sees the customer experiencing an organisation's offering. It's best viewed as something that your customer participates in at different points in time. Here are some examples to help your build a picture of marketing process, from the customer's point of view.

At each stage of the process, markets:

Deliver value through all elements of the marketing mix. Process, physical evidence and people enhance services.

Feedback can be taken and the mix can be altered. Customers are retained, and other serves or products are extended and

marked to them.



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The process itself can be tailored to the needs of different individuals, experiencing a similar service at the same time

P H Y S I C A L E V I D E N C E

Physical evidence is the material part of a service. Strictly speaking there are no physical attributes to a service, so a consumer tends to rely on material cues.

There are many examples of physical evidence, including some of the following:

Packaging. Internet/web pages. Paperwork (such as invoices, tickets and despatch notes). Brochures. Furnishings. Signage (such as those on aircraft and vehicles). Uniforms. Business cards. The building itself (such as prestigious offices or scenic headquarters). Mailboxes and many others . . . . . .



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M A R K E T I N G M I X A C C E P T S O F H O N D A T W O W H E E L E R



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PRODUCT

.



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H O N D A S H I N E

An inspiring piece in the 125 cc motorcycle segment, the Honda Shine delivers excellent power, superior technology, and awesome looks. This bike sets new benchmarks in the 125 cc segment by its engine efficiency, aesthetics, and low maintenance cost. The Honda Shine delivers 55-60 kmpl in the city and picks up a speed of 60 kmph from zero within 5.5 seconds. Its Ergotec designing technology provides responses quick enough to zip and swerve through city crowds effortlessly. The bike has multi mapping CDI, CV carburettor, tumble flow combustion chamber, long intake pipe and connecting tube, two-way Air Jacket and pulse exhaust system. The Honda Shine 125 cc is available with a two-year warranty that can be topped with an additional three years warranty from the manufacturer. This variant is available in spoke wheels.

Looks

'Ergo Tec' Design with lightweight advanced diamond frame

New stickers and body graphics on the bike's fuel tank, fairing and side panels

Macho appeal combined with sporty looks

Twin-color codes with a tidy front fairing

Black ,Wild Purple Metallic, Champion Blue Metallic, Alpha Red Metallic and Geny Grey Metallic color options

Steel mudguards look dynamic and trendy


http://www.google.co.in/imgres?imgurl=http://images03.olx.in/ui/7/71/47/1287134486_128916447_1-Pictures-of--Honda-Shine-2008-1287134486.jpg&imgrefurl=http://bangalore.olx.in/honda-shine-2008-iid-128916447&usg=__nDslcKW-yYvAHJATk7SqWZGJhfM=&h=384&w=513&sz=28&hl=en&start=37&zoom=1&tbnid=31fWnJnCon8zdM:&tbnh=98&tbnw=131&ei=sVBeTfL0JszsrQf-yaz0DQ&prev=/images?q=HONDA+SHINE&start=20&hl=en&sa=N&gbv=1&tbs=isch:1&itbs=1


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Control

125 cc Optimax engine

Peak power of 10.3 bhp @ 7500 rpm

Peak torque of 10.9 Nm @ 5500 rpm.

Rubber-damped alloy-cylinder for tumble-flow aids lean burning of fuel

The heel and toe shift operated gearbox is four-speed and shifts all up

.Smooth gear shifts

Comfort

Double suspension offers superior absorption of shocks and vibrations and provides excellent ride comfort and stability

Extremely comfortable riding posture

Ample seating space for both the rider and pillion riders

Gear and brake footrests are excellent

Mileage and Economy

Average user reported mileage is 60-65 kmpl in city conditions

Tumble flow combustion chamber optimizes combustion and fuel economy

Pulse exhaust system helps to meet emission norms

Taller gearing ensures higher speeds at lower engine revolutions and optimizes mileage

Thinner tyres reduce road friction and optimize mileage and maneuverability

Tuff up tubes reduce maintenance and increase ride reliability

Minimum plastic components reduce body maintenance



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H O N D A U N I C O R N

Now is the time for you to drive in style the new Honda Unicorn Alloy in India. Any Honda Bike is a great product to covet and own. The Honda Unicorn price in India is reasonable and the Bike surely appeals to all youngsters as a personal choice and as an ideal city commute. The Unicorn Bike has a neat look along with a great rev-up and acceleration.

Honda entered the Indian motorcycle market with Honda Unicorn gifted with strong engine, rugged looks and pleasing performance. Unicorn offers superior mileage and pick up and has all the features and facilities one could wish for. Unicorn is the first bike in India with mono suspension feature. This variant is available in Alloy wheel.

Looks

Excellently designed diamond shaped frame

The entire body is designed to create a visual impact of being sleek and sporty

Mono suspension and unique tail lamp design enhances sleek looks

Muscular and voluminous fuel tank with rugged knee recesses enhance macho looks

Tri-pod meter console design gives hi-tech feel

Clear lens halogen fitted MFR headlight

Superb paint and plastic quality

The bike comes in fantastic quality red, black, grey, blue and silver paints. Fit and finish for this Honda are as good as they get and

Classy levers and grips

Aluminum sub frames for footrests are buffed to a satin finish 43 | P a g e


http://www.google.co.in/imgres?imgurl=http://www.priceit.in/wp-content/uploads/2009/10/Honda-Unicorn.jpg&imgrefurl=http://www.priceit.in/bikes/honda-unicorn-bike-price/&usg=__dgjnmlsLmr_bRmt7Riv9H1fpLcw=&h=401&w=400&sz=33&hl=en&start=25&zoom=1&tbnid=Lcs9cfO2D2ztYM:&tbnh=124&tbnw=124&ei=Q1FeTcXxEMWurAfH69T9DQ&prev=/images?q=HONDA+UNICORN&start=20&hl=en&sa=N&gbv=1&tbs=isch:1&itbs=1


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Control

149.1cc four-stroke engine unit

13.3 bhp output at 8000 rpm

0 to 60 km per hour in a mere 5 seconds

2-way air-jacket for the air-cooled engine creates dual air streams and sustains performance even under heated conditions

Start with single push of button or smooth kick start

Tumble Flow Combustion Chamber

Rolling Rocker arm pads for friction cutting

Comfort

The diamond shaped body frame is strong and lightweight and easily accepts variable loading

Mono suspension increases ease of handling manifolds without reducing the wheel size

Braking force distribution between the front disc and rear drum brake is optimized to ensure stability at high speeds

Large foot space for double riding

The new engine gives very low vibration even without a balancer

Rubber mount on handle reduces vibration at handle and maximizes riding comfort

Mileage and Economy

Mileage is 60 kmpl in city conditions

Honeycomb catalytic converter enhances fuel economy

Air injection for exhaust port helps to meet stringent emission norms

A paper air-filter element purifies air and optimizes fuel economy

Reliable Keihin CV carburetor



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H O N D A C B U N I C O R N D A Z Z L E R

Overview of Honda CB Unicorn Dazzler

Honda entered the Indian motorcycle market with Honda Unicorn gifted with strong engine, rugged looks and pleasing performance. Unicorn offers superior mileage and pick up and has all the features and facilities one could wish for. Unicorn was the first bike in India with mono suspension feature. After doing a twist with its last launch

Honda always had a trump card with the Unicorn which has been its flagship motorcycle in India for long. CB Unicorn Dazzler is a sportier and premium version of the Unicorn and has been launched with a price tag of 63,000 (Ex-Showroom), which is very competitive and reasonable for a stylish 150cc bike.

Design & Styling of Honda CB Unicorn Dazzler Design and Style

Honda CB Unicorn Dazzler

Honda CB Unicorn Dazzler is based on the Unicorn Sport Concept shown at the 2010 Auto Expo in New Delhi. CB Unicorn Dazzler features well executed tank scoops, side body panels, dual tone styling, new clear lens tail lamp and heat shield. CB Unicorn Dazzler is not much bulky and not very thin. Tank shrouds are designed in such a way that it blends smoothly with the concept that this new version of Unicorn is exclusively meant for sports. The dual tone styling of CB Unicorn Dazzler will attract more people towards it. This dual tone styling will give the vehicle a sporty look.

Main Styling Elements and features of Honda CB Unicorn Dazzler


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- New front cowl, Attractive tank shrouds- Front & rear disc brake, Tubeless Tyres- Spilit grab rail, Stunning rear tail lamp

- Digital Sppedometer, Analogue Tachometer- Digital Fuel Gauge & Trip Meter- 149cc engine, 14 Bhp power, 13 Nm torque- Matte finish alloy wheels, Matte finish exhaust

Intsrument Cluster of Honda CB Unicorn Dazzler

CB Unicorn Dazzler is the first Honda bike to feature digital plus analogue instrument cluster like we have seen in Bajaj Pulsar, Apache RTR, Suzuki GS150R. The instrument cluster of CB Unicorn Dazzler features a big analogue tachmeter flanked by digital speedometer and odometer on the right side. The other tell and tales are neutral indicator, turn indicator etc. This was a much needed feature in CB Unicorn Dazzler as all of its rivals feature digital cluster.

Engine of Honda CB Unicorn Dazzler

The engine of CB Unicorn Dazzler remains unchanged but has been updated to meet the stricter emission norms, it is equipped with the same refined and responsive 150cc engine. This smooth revving engine has been infused with a high torque characteristic that makes the Unicorn one of the most fuel-efficient in its class. The high torque available at low rpm levels also reduces the necessity of frequent switching to a lower gear in city riding conditions. The engine of CB Unicorn Dazzler is powerful enough & gear shifts are smooth and there is no stress or pain while shifting them. Honda CB Unicorn Dazzler features new viscous air filter which has been doing rounds on all the new launches by the company also finds its place on this new model which helps in cutting down on ownership costs as this filter needs less frequent maintenance and aids in better breathing of the engine.

Shades of Honda CB Unicorn Dazzler

Honda CB Unicorn Dazzler is available in four eye grabbing shades:

- Armour Gold Metallic, Pearl Siena Red- Pearl Nightstar Black, Sword Silver Metallic.



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H O N D A S T U N N E R C B F

Now is the time for you to drive in style the new Honda Stunner CBF Self Drum Alloy in Delhi. Any Honda Bike is a great product to covet and own. The Honda Stunner CBF price in Delhi is reasonable and the Bike surely appeals to all youngsters as a personal choice and as an ideal city commute. The Stunner CBF Bike has a neat look along with a great rev-up and acceleration.

The Honda Stunner CBF is truly a stunning bike from Honda. Falling in the 125 cc series, it is the most attractive bike in India. It has eye-catching looks and striking features that surely entice prospective customers to buy this bike. It is available in three variants - kick start with drum brakes and alloy wheels, self start with drum brakes and alloy wheels, and self start with disc brakes and alloy wheels.

Look

Design and Style

Honda CBF Stunner Fi

Sporty Split Seat

Integrated front body cowl

Sporty foot step holder

High performance four stroke engine

Wide tubeless tyre

Drum brakes and alloy wheels

CONntrol


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4 stroke, air cooled OHC single cylinder

124.7 cc engine

Digital CDI ignition

Self start

Advanced Design Diamond Frame

5-speed gear box

CV type carburetor

0-60 kmph in 5.20 sec

Comfort

Telescopic hydraulic fork

3 step spring loaded hydraulic shock absorber

Rectangular box type swing arm

Mileage and Economy

Appreciable mileage and fuel economy



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D E S I G N & S T Y L I N G O F H O N D A C B T W I S T E R

The bike looks very sporty and aggressive in terms of looks and styling. It seems the designers had high end super bikes of Honda while designing the CB Twister. The fuel tank of CB Twister looks like reworked CBF Stunner's tank and also the red shock absorbers at the rear have been carried as it is from Stunner.

The headlight has been made very aggressive and gels very well with the stylish air scoops. Honda has already promised it won’t compete with splendors and passions but a niche bike in the commuter segment. The CB Twister boasts some never seen before features in this segment bike including six spoke mag alloys, front disc brake, stylish exhaust design, split grab rails, open chain and high quality paint.

Engine of Honda CB Twister

The 110cc engine of Honda CB Twister generates maximum power of 9 Bhp at 8000 rpm with maximum torque of 9 Nm @ 6000 rpm which are more or less same like we have seen in New Honda Aviator & Honda Activa. Also the instrument cluster of CB Twister is all analogues like other entry level Honda bikes on sale in India which seems to be very outdated in comparison to other bikes in market like we have the New Pulsar 135, TVS Flame & Bajaj XCD 135 - all

Shades Available in Honda CB Twister

Honda CB Twister is available in 5 Shades:

Design and Style

Honda CB Twister Self Disc



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- Pearl Night Star Black- Pearl Fujy Blue- Pearl Amble Yellow - Candy Comic Green- Pearl Siena Red

Variants of Honda CB Twister

Honda CB Twister is available in 3 variants:

- CB Twister Kick Drum which comes with drum brakes and kick start- CB Twister Self Drum which comes with drum brakes and self start- CB Twister Self Disc which comes with front disc brake and self start

Main Features of Honda CB Twister:

1)Screen less Front Cowl - Take style to the next level with a Screen less front cowl that enhances aesthetics and gives you the best performance.2) Instrumental Panel - Get the best of the both worlds with a combinatory instrument panel3) Floating Side Cowl - Pursue the law of aerodynamics with the stylish floating side cowl that gives you the ultimate adrenaline rush.4) Muscular Tank - Bring out the beast in your with curves that ooze power.5) 109cc Honda Engine - Empower yourself with the cutting edge 110cc, 9 bhpengine that gives you a smooth ride with a mileage of 70kmpl*, so your joy rides never stop. Based on Indian mode – Internal Honda driving mode based on various simulated actual driving conditions.


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C B 1 0 0 0 R

The lean, mean and muscular CB1000R dares you to experience the best Naked riding experience of your life. Packing the punch of full-blooded litre-class Super Sports, its compact RR-derived engine delivers awesome power with an exciting focus on low-to-midrange torque.

Its styling is just as dynamic as its performance – a crouching, feline profile is adorned with eye-catching details that highlight its cutting-edge technology. For 2010 two stunning new colour variations show off its top-quality finish and elegantly sculpted bodywork. These include a new Pearl Siena Red/Pearl Night star Black version with stripes and painted frame.

Its lightweight and rigid cast aluminum frame holds together a chassis comprised of top Super Sports-class suspension, wheels and brakes that contribute to nimble handling and quick, easy control. A Combined-ABS version is also available, for the smoothest, most confidence-inspiring braking in all situations.

The seat is narrow yet comfortable and the suspension is adjustable for a tailor-made ride, making the CB1000R an attractive option for every kind of ride, from weekday commuting to weekend blasts along twisty roads beyond the city limits. For anyone who relishes the attention that comes with riding a true performer, and the satisfying performance to back it up, the CB1000R offers it all in a compact litre-class road bike that anyone can enjoy.

Colors

Pearl Siena Red/Pearl Night star Black Matt Vanguard Beige Metallic

Pearl Night star Black Pearl Cool White

All colures are available in standard and C-ABS versions

Main Features



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Compact, lightweight 998cc liquid-cooled fuel-injected inline-4 engine is tuned for dynamic low-to-midrange performance.

Sophisticated, angular, ‘mass forward’ design is emphasized by a short compact tail and positions rider forward for a sporty ride.

Advanced gravity die-cast aluminum Mono-Backbone frame contributes to agile, sporty handling.

Semi-under slung stainless steel exhaust system lowers centre of gravity and adds to light, responsive handling as well as delivering an exhilarating sound.

Attractive 17″ wheels feature eye-catching swept 4-spoke design. Swift-handling, fully adjustable 43mm inverted front fork and cast aluminum

Monoshock Pro-Arm swingarm assure precision riding control. Lightweight 310mm floating front disc brakes with radial-mount 4-piston calipers

and 256mm dual-piston caliper rear disc brake create a powerful stopping force. Combined-ABS version features 3-piston front brake calipers and advanced

Antilock Brake System for extra assurance in all braking situations. Exciting new Pearl Siena Red/Pearl Night star Black and Matt Vanguard Beige

Metallic color versions

Honda CB1000R

Design and StyleHonda CB1000R


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C B R 1 0 0 0 R R

Honda Motorcycle & Scooter India Pvt. Ltd (HMSI) has launched the HONDA CBR1000RR motorcycle in India. The CB1000RR has been launched at Rs.12.5 Lakhs (Ex-Showroom Price). The Honda CBR1000RR premium sports bike is sure to win a lot of hearts in India.

To register its presence in the hotly contested premium bike segment in India, which is currently dominated by the stunning Yamaha R1, Honda Motorcycle & Scooter India Private Limited (HMSI) has launched the Honda CBR 1000RR. Available in the following stunning color options: Pearl Sunbeam White, Red Blue and White HRC color scheme, Achilles Black Metallic & Pearl Siren Blue. The new CBR 1000RR a.k.a. 'The Fire blade' is powered with a 999 cc inline engine with 13000 RPM and a first ever ABS system on a super sport biking machine. Lot of planning has gone into the design of the Honda CBR 1000RR ensuring attention to minute details like a short wheel base and the steering of the bike to get it in sync with sports biking.

One of the best features which is included in this state of the art sports bike is the new Anti Brake System (ABS) which provides the bike increased balance against bad driving conditions and also incorporates both anti-lock and anti-pitch systems as the as it helps in managing the proportion of braking between the front and rear wheels to minimize weight-shift onto the front wheel and keep the rear wheel on the ground even under hard braking conditions. The placement of the silencer below the engine adds to the machine’s compactness.

Striking Features

174 BHP and a Body Weight of 199 kg.

999cc 4-Cylinder Engine.

13000 RPM.

Anti Lock Braking System (ABS).

Dual Stage Fuel Injection (DSFI).



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MOPEDS & SCOOTERS



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H O N D A E T E R N O

Now is the time for you to drive in style the new Honda Eterno D.N.A in India. Any Honda Scooter is a great product to covet and own. The Honda Eterno price in India is reasonable and the Scooter surely appeals to all youngsters as a personal choice and as an ideal city commute. The Eterno Scooter has a neat look along with a great rev-up and acceleration.

India's first 150cc scooter, Honda Eterno has revolutionized the concept of scooters in its segment. Honda Eterno has everything that can ever be expected from a scooter. The name, Eterno, has been derived from the word Eternal', which truly resembles its superior technology and power. Winning millions of Indian hearts with its macho look, high mileage and easy handling, Honda Eterno gives tough competition to motorcycles. Eterno is the perfect family scooter. Other salient features include easy neutral lock, easy operating one-direction gear system, high ground clearance etc.

Looks

Eterno's tough, masculine looking body doesn't bar an equally excellent aerodynamic performance

Stylish indicators, head lamp, and tail lights

It is found in different colors: Black, Silver Beige Metallic, Plasma Silver Metallic, Geny Grey Metallic, and Fab Green Metallic.

Control

Honda Eterno also has a neutral lock that prevents the scooter from accidentally jumping while starting.

147.7cc engine having bore x stroke of 57 x 57.9 mm, operating at a compression ratio of 9.3

Top speed is over ninety kmph

Acceleration zero to sixty kmpH in 9.5 seconds 55 | P a g e



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Tyres are 3.50 x 10 both front and rear

The optimization of weight balance lends more stability to the scooter and eliminates tail swings even on sudden braking.

Ten inch long kicker gives great mechanical advantage

Shifting gears even in city traffic is quite easy

Easily adjustable headlight beam gives better night rides

Headlight power is 12volt 35Watt

Comfort

Handlebar width is 65 cm (25.5 inches), same as Activa and Nova

Excellent Rear View Mirrors (RVMs) have a 77.5 cm field of vision and a viewing area 90 sq. cm per mirror

It comes with patented one-direction gear system like a motorcycle that makes it easier to locate the neutral and reduce stress on the wrists while changing gears.

Its dual spring suspension provides the smooth riding for its upgraded technology

Huge space under seat, - the seat is 27 inches long and one foot wide at it's widest

Upper spring helps absorbing sudden, heavy shocks over bumps and speed breakers while its lower spring is for absorbing light shocks

Seating geometry and riding posture even for long rides is very comfortable, thanks to the generous seat

Mileage and Economy

Fuel tank is relatively small, with a capacity of just 4.5 liters.

Mileage of 60 km per litre under city riding conditions, 65-68 kmpl on the highway

Waterproof electrical components, stainless steel tuff-up cable, and tuffup wheels reduce maintenance

Meets latest emission norms .



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H O N D A D I O

Now is the time for you to drive in style the new Honda Dio D.N.A in India. Any Honda Scooter is a great product to covet and own. The Honda Dio price in India is reasonable and the Scooter surely appeals to all youngsters as a personal choice and as an ideal city commute. The Dio Scooter has a neat look along with a great rev-up and acceleration.

The Honda Dio is named after Dionysian' or Cupid, the Greek god of love and son of Venus. Stunning looks and performance makes the Honda Dio a scooter to covet. Distinct styling with an extensive use of resin finish and wedge shaped aerodynamic body design gives the Honda Dio a breathtaking appearance. Powerful and sleek with the innards of an Activa packed into a shiny fiber body, the Honda Dio is poised to make the owner proud of his/her possession.

Looks

The body-mounted headlamp and sleek indicators seem to leap out and rush forward

Stylish aerodynamic, sleek, wedge design body seems ready to lift-off from the ground

Resin finish over fiber imparts glamour in abandon

Elegantly designed indicators match the headlight design and are easier to see

New tyre pattern matches with the total vehicle image

Movable front fender adds to the scooter's stylish design

Eye-pleasing colors in Black, Geny Grey Metallic, Misty Pink Metallic, Candy Tahitian Blue, Guarau Red, Moon Yellow



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Control

Average users reach more than 70 kmph

Honda Dio is equipped with 4-stroke 102 cc engine

Peak power of 7 Bhp @ 7000 rpm

Peak torque of 0.8 Kg-m @ 5500 rpm

Slim design and lightweight body helps easy navigation

Good maneuverability with steering accuracy both during straight driving as well as cornering

Braking is by reliable 130mm drums front and rear

Puncture resistant tuff up tubes enhance ride reliability

Extremely well balanced even when riding double or pulling an emergency brake

Comfort

Lightweight body enhances ease of handling

The highest ground clearance in its class at 145mm from the road surface helps to glide over breakers and potholes

Suspension is by means of twin leading links in front coupled with a single shock layout at the rear (using the engine/tranny unit as a swingarm)

Solid road grip and lively riding performance

Enough storage space for storing a full-face helmet and standard tools

Low seat height & thinner footboard make it easy to place feet securely on the ground while stopping

Reduced chances of minor collisions as the front fender does not block the driver's view of front wheel path

The seat design makes balance control through weight shifting easier

The slim seat design offers ample foot room

A bag hook below the front end of the seat allows hanging a shopping bag or a briefcase.



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The upper surface of the step is completely flat and free of a center tunnel, which allows the rider to obtain the most comfortable position for his or her feet

Mileage and Economy

Average mileage is around 50 kmpl in city traffic

Crankcase emission control system and a pulse secondary air injection system ensures emission compliance.

Maintenance and repair can be performed easily by opening the quickly removable rear body cover

Spark plug inspection, cleaning, and replacement can be completed in just few minutes

Refilling the oil takes just 2-3 minutes

Air filter is also easy to clean and can be done within 10 minutes

Tuff up tubes mean lower maintenance



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H O N D A A C T I V A

Now is the time for you to drive in style the new Honda Activa D.N.A in India. Any Honda Scooter is a great product to covet and own. The Honda Activa price in India is reasonable and the Scooter surely appeals to all youngsters as a personal choice and as an ideal city commute. The Activa Scooter has a neat look along with a great rev-up and acceleration.

The Honda Activa has been designed for the new era. It is a family two-wheeler and features a higher load carrying capacity than similar scooters. Honda Activa is popular for its practical styling, ease of use, better ride quality and the excellent 102cc engine. Perfect in design and technology, Honda Activa is more than just a means of transportation. The Convenient Lift up Independent Cover (CLIC), adopted for the first time on a scooter in India, makes maintenance easier and faster, helping the rider to get back on the road much quicker than any other scooter. This feature enables the rider to easily lift up the Activa's rear body cover like the bonnet of a car. Developed on Honda's globally tested 4-stroke technology, it comes with a host of new features, which are designed to maximize riding comfort and ease of use.

Looks

Perfect combination of curves, creases and flawless paint finish

The metal body offers a cost-effective option of repair by denting and painting. There is no need to replace any part completely.

Integrated headlight/indicators create a smooth form along the handlebar

Overall sleek aerodynamic design provides increased fuel economy

First scooter in India equipped with a multi-reflector light

Neat dashboard embedded in well-finished plastic



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Accurate fuel gauge

Integrated headlight/indicators create a smooth form along the handlebar

Color variants: Strand Silver Metallic, Black, Geny Grey Metallic, Azure Blue Metallic, Misty Pink Metallic

Design and Style Honda Activa

Control

It does 0-60 under 6 seconds

Can run at a speed greater than 90 kmph

Equipped with 4-stroke 102.1 cc engine

Peak power of 7 bhp @ 7000 rpm

Peak torque of 0.8 Kgm @ 5500 rpm

Compact body offers ease of handling and delivers performance and reliability.

Puncture-resistant "tuff-up" tyre and tube combination

Front fender does not block the driver's view of the front wheel's path and saves accidents

Excellent brakes

Honda Activa use centrifugal force-operated clutches and variomatic gearboxes

Ride quality is slightly better on the Honda, which has found a nice compromise between firm and plush

Weight has been cleverly distributed and heavy batteries placed in front and under the floorboard

Hand lever-operated brakes

Comfort


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Low seat height and thinner floor means no strain when putting feet on the ground, despite high ground clearance

The front fender moves with the front wheel, responding to handle bar movement

The riding position is specially designed to make handling easy and reduce rider fatigue

The Activa's suspension is spring-loaded hydraulic damper both in the front and the rear

The highest ground clearance in its class at 145mm above ground

High enough ground clearance to drive smoothly through bad roads and speed breakers

A family two-wheeler with higher load carrying capacity

The Convenient Lift up Independent Cover (CLIC), adopted for the first time on a scooter in India

Option of kick- and self-starts

The newly developed 4-cycle engine offers lower noise levels than competing models

The chassis is of high rigidity under bone type and the body panels are molded steel sheet

The under seat storage can hold 2 helmets

Glove box is very handy for putting in assorted items like cell phone, books, license, registration papers

Mileage and Economy

45 - 50 km per litre in the long run

Overall sleek aerodynamic design provides increased fuel economy

Meets latest emission norms



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H O N D A A V I A T O R

Now is the time for you to drive in style the new Honda Aviator Drum in Delhi. Any Honda Scooter is a great product to covet and own. The Honda Aviator price in Delhi is reasonable and the Scooter surely appeals to all youngsters as a personal choice and as an ideal city commute. The Aviator Scooter has a neat look along with a great rev-up and acceleration.

The Aviator is a scooter from Honda. Along with sleek design, it has good looks. Targeted at the urban Indian youth, its pricing and appeal are sure to attract discerning buyers. It is launched in two versions Standard and Deluxe. The deluxe version has front disc brakes and 12" alloy wheels, whereas the standard version has drum brakes.

Looks

Design and Style

Honda Aviator

Sleek design

Aesthetic styling

High quality plastic

Decent metal panels

Available in five colours - Rebel Red Metallic, Berry purple Metallic, Space silver metallic, Monsoon Gray Metallic and Pearl Igneous Black.

Decent looking analogue fuel gauge and tachometer


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Control

102 cc powerful engine

Drum brakes

Produces 7 bhp power at 7000 rpm

Maximum torque of 8 Nm at 5500 rpm

Self start automatic gears scooter

Comfort

Good seating comfort

Single long seat for pillion and driver

Comfortable riding posture

Hand operated brakes and wide footboard

Mileage and Economy

8 liters large fuel tank

Mileage figures awaited as recently launched



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P R I C E



The power of dreams

P R I C I N G

Pricing is a important component of marketing mix of the firm. Determining the prices of different products of a firm is very difficult task of the marketing manager. Price denotes money value of a product. If represent the amount of money for which a product can be exchange. In other words, prices represents the money which the buyer pays to the seller for a product price represent the exchange value of goods and services in terms of money. Price is all around.

Price factor has very well been touched by the manufacturers. The manufacturers are charging very comparatively cheaper price i.e. Rs 45000 approx. The pricing strategy of the company is very set. They price their product according to the cost of production and also by keeping an eye on the price of the competitors of that segment and demand of the product in the market.

A pricing strategy that ensured an average manufacturer margin that game dealer an adequate return and created a reputation with consumers like “a company selling a good quality product at a reasonable price. Industries focus themselves the low cost producer with good quality and aimed to maintain the price advantage in every market of two wheelers.

Honda group ensures an easily affordable pricing through excellent transportation To common man. I fixes customer centric pricing that provide customer total satisfaction.

Honda’s pricing objectives are: List price, Discount, Financing schemes, Credit

Terms, and Maximize profits

Honda group ensures an easily affordable pricing through excellent transportation to common man. It fixes customer centric pricing that provides the customer with total satisfaction



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The following are the price list of Honda bikes Honda in Bellary:-

Mopeds & scooter:-

Honda eterno Rs. 38,693.00 ex:show room price

Honda dio Ex-Showroom Price : 40,674

Honda activa Ex-Showroom Price : 44,800

Honda aviator Ex-Showroom Price : 45,829

Bikes:-

Honda shine Ex-Showroom Price : 50,156

Honda stunner Ex-Showroom Price : 56,288

Honda unicorn Ex-Showroom Price : 61,933

Honda cB twister Ex-Showroom Price : 47,804

Honda CB1000r EX-SHOWROOM PRICE:9,46,000

HONDA CBR1000RR (Ex-Showroom ): Rs. 12, 50, 000

Honda Motorcycle CB Unicorn Dazzler (EX-SHOWROOM) RS.76,256



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P L A C E



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PLACE

HONDA HAS direct contact with the dealers. There are no middlemen involved. The dealers

directly sell to the customers. The channel is of 1st level which has only the dealers as the link

between the customers and the company.

What Does Customer Want?

The customers of Honda, according to the Asst. Manager (Sales) are very particular about the

colors that Honda offers in its wide variety of scooters. He said that the customers are very

much aware of their purchase. Gone are the days when the sales people could influence the

buyer to buy a particular product. Almost 90-93% of the customer, whoever comes to the

showroom? Usually comes after he/she had made a decision. So, the work of the sales person

is less. The rest 7-10% have some doubts with regard to the purchase of Honda. It is here,

where the sales persons have to do some work in convincing the customers about the scooter.

The sales person in this regard conveys the customers about the mileage, strokes and also the

parameters that the customers enquire

.How Is The Price Determined According To The Change?

Manufacturer, on the basis of the cost of production determines the price and the factors like

tax and others. Usually the sales tax on the two wheelers is 8% but in Honda it 4%. This is

because Delhi Government has found out that the pollution from Honda is very less due to the

catalytic converter which every model of Honda has. The government has identified that by

using the catalytic converter Honda is helping the environment which is a social cause. Honda

Bikes not only have market in India, but also in abroad. To maintain the differences in market of

the different companies it takes the help of the local manufacturers or the dealers outside for

the distribution of their scooters smoothly.



The power of dreams

P R O M O T I O N



The power of dreams

P R O M O T I O N M I X

Promotion mix it is also popularly known as communication mix it is an function of preceding and influencing the firm products or services.

Promotion decisions are those related to communicating and selling to potential consumers. Since these costs can be large in proportion to the product price, a break-even analysis should be performed when making promotion decisions. It is useful to know the value of a customer in order to determine whether additional customers are worth the cost of acquiring them. Components of Promotion mix involve :-

Advertising Personal sellingSales promotion Public relation

Advertisement : - Honda two wheeler of Nandi Honda motors promote their products and services through televisions, banners, pamphlets, test drives, conducting camp’s , magazine’s, prospects, etc

Sales promotion: - Nandi Honda uses the sales promotion in order to increase their sales of bikes.

They are:-

Discounts Offers CouponsContest Credit facilities etc



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S W O T A N A L Y S I S

Honda has its strength on the name. And also have some major weakness; the primary weakness of Nandi Honda is often times one of their major strength as well. Honda divests much of its resource in exploring new methods to enhance their products. However they often conduct research and innovation in fields that have no practical application until along into the future.

Nandi Honda finds more strength than weakness, which is partly based on the company’s outlook. Honda goal has been to make high efficiency at a low cost.

T H E S W O T A N A L Y S E S O F N A N D I H O N D A W E R E A S F O L L O W S : -

Strengths Weakness Opportunities Threats



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Strengths;-

The largest manufacture of motorcycles in the world. A reputation for producing high quality products from cars to

motorcycles to lawn movers. Honda has won many awards for initial quality and customer

satisfaction. It has also won Moto GP manufactures title and came in second in the

F1 constructor’s championship. While these race and motorcycles are much different than production vehicles, the lessons and engineering of future consumer vehicles.

The research has offered them to competitive in innovative products. Automobiles are liable and generally fuel efficient. They were a pioneer in engineering low emissions internal combustion

and hybrid technology.WEAKNESSES:-PRODUCTS ARE FAIRLY BLAND AND INOFFENSIVE IN TERMS OF STYLING.

Not having a strong offering in a truck line. Prices are higher for non luxury vehicles than comparable modes by

other manufactures. Vehicles also have a reputation for being under powdered or pokey

econo boxes..



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opportunities:-

An offering in a pickup type truck would be profitable, even if priced under competitors. These types of vehicles have among the higher profit margins.

Another opportunity would be to continue progressing low emission vehicles and alternative power sources. While they have made progress in this area, the technology is still overpriced for the consumer, and the infrastructure does not exist.

Another area of opportunity would be developing nations like china and India. These are large markets, and cheap dependable transportation would be a hot seller.

As there is good sales they have opportunity to expand their firm

Threats:- As far as new low emissions vehicles, they need to put something on

the market soon to recapture their Image as the green leader. The new hybrid accord looks to fill that gap on paper. Yes is quicker and gets better mileage and has more power, but it looks the same.

The expansion into china and India will provide increase sales and spread the image of Honda however caution should be taken. If Honda can put an affordable transportation in the hands of the masses then great, but if instead of affordable they opt for cheap, then the two largest concentrations of people on the planet will know Honda as crap.

Regaining the lead of low emissions is a risky proposition. If Honda goes fuel cell and everyone else goes electric, then they just rolled



The power of dreams

craps. But to be recognized even though the accord hybrid has better performance, it still looks the same to the guy on the street.

C O N C L U S I O N

C O N C L U S I O N : - IN THE PART OF CONCLUSION I CAN CONCLUDE THAT HONDA

IS ONE OF THE BEST COMPANY IN THE WORLD NANDI HONDA IN WHICH THEY

ARE DEALING IN GOOD ECO FRIENDLY BIKES AND ALSO HAVING HIGH DEMAND

IN THE MARKET. THEY MUST CONTINUE SAME REALITIONSHIP IN ORDER TO

INCREASE THE TARGET OF SALES.I LIKE NANDI HONDA FIRM FOR WHICH IT IS

PROVIDING EDUCATION FACALITIES TO THEIR EMPLOYEE CHILDREN.

.



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B I B L I O G R A P H Y

THE OVER ALL INFROMATION IS COLLECTED THROUGH VARIOUS MEANS THROUGH BOOKS LIKE PHILIP KOTTLER, ETC

ALSO COLLECTED THGROUGH WEB SITES LIKE: -

WWW.MARKETING 91.COM

WWW.HONDA2WHEELER.COM

www.automobileindia.com

www.gaadi.com


http://www.gaadi.com/

http://www.automobileindia.com/

http://WWW.HONDA2WHEELER.COM/

http://WWW.MARKETING/

nandi honda) raghu

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