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EXECUTIVE SUMMARY
In todays dynamic and competitive marketing world marketer trying to fulfill the needs and wants of customers in a effective ways better than the competitors .Now the ultimate aim of the marketer is not only to sell his products along with that he is trying to defeat the competitors of the same sector. Through marketing survey we can easily find out the market potentiality of each company as well as we can know the marketing strategies adopted by the companies to become No.1. This project is a small effort towards understanding the Market potentiality of HERO HONDA Splendor Plus in Gadag City. This project report is mainly focused on Market Potential for Hero Honda Splendor plus in Gadag City. The people met were all types of customers like Students, Employees, Government Servants and others. Hero Honda Motors (India) Ltd. is the World's biggest manufacturer of motorcycles (by quantity). Starting as a bicycle company, it set up a 50/50 joint venture, set up in 1984 with Honda Japan, to manufacture and sell motorcycles in India. Honda brought in the technological know-how and Hero the India presence, and the local manufacturing ability. Hero Honda Motors captured the market for motorcycles in India, by offering an affordable 4-stroke, 100 CC motorcycles that was extremely fuel efficient. They also established dealerships al over the country even rural areas . The strategy of Hero Honda Motors was to capture the market by offering a superior product at an affordable price, with excellent customer service. (Right cost) The strategy has been successful to date and Hero Honda Motors (India) Ltd. is the dominant market leader with over 50% of market share, ahead of closest competitors Bajaj (Kawasaki JV) and TVS-Suzuki. Recently new challenges have come up: in 1999, Honda has set up a 100% owned subsidiary, which produces scooters, and represents a direct competitive threat. New entrants have entered the market, offering cheap motorcycles from China. The market is showing signs of maturing, with a reduction in business growth.
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Scope of research
The research was undertaken to gather information from the customer about the Market Potentiality towards Hero Honda Splendor plus and the study was restricted only within GADAG CITY. The reason for confining the scope of the research the GADAG CITY were 1) One of the fast growing cities in India and represents huge market for scope with more than 3 lakh people.
Main objective
To know the Market Potentiality of Hero Honda Splendor Plus in GADAG CITY.
Sub objective
1) To know the satisfaction level of customers towards Hero Honda. 2) To determine the effectiveness of advertising of Hero Honda.
METHODOLOGY
Sampling techniques
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MAJOR FINDINGS
Advantages
Approximately 80% of opportunity is present for Hero Honda Splendor plus in Gadag city. Earns fair amount of profit from better Quality service. The office staff is very helping nature; they help the customer in the all regards. The credit facility which will be provided by the Hero Honda Motors is welcomed. Quality image of Hero Honda Brand is considered as the important factor while purchasing a new bike.
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Disadvantages
According to the survey to identify the problem shortage of supply. There is a problem of advertising and road shows. There is a non-authorized organization was there to effect the authorized dealer by the way of sales and spares. According to the survey to identify the problem of credit facility.
Suggestions
To open the service point in other areas. Company they have to carry out more promotional activities such as to give the advertisement in news paper, T.V Channel, and distribute more pamphlets. Enhance newspaper advertisements to create more awareness. The hero Honda should maintain consistency in customer satisfaction level in future also.
Conclusion
As from the project we conclude that there is a huge market for Hero Honda Splendor Plus. The new features of Splendor plus were appreciated by customers and company has a good reputation in the market for its quality products.
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Baground:
A rich background of manufacturing high value, reasonably priced products; an uncompromising pursuit of the goals to attain quality along with customer satisfaction; the resulting affinity in working cultures - brought the world's largest manufacturer of motorcycles in collaboration with the world's largest bicycle manufacturer, bringing forth a market leader. Honda Motor Company of Japan and the Hero Group entered a joint venture Babasabpatilfreepptmba.com Page 5
The joint venture between India's Hero Group and Honda Motor Company, Japan has not only created the world's single largest two wheeler company but also one of the most successful joint ventures worldwide.
During the 80s, Hero Honda became the first company in India to prove that it was possible to drive a vehicle without polluting the roads. The company introduced new generation motorcycles that set industry benchmarks for fuel thrift and low emission. A legendary 'Fill it - Shut it - Forget it' campaign captured the imagination of commuters across India, and Hero Honda sold millions of bikes purely on the commitment of increased mileage.
Over 20 million Hero Honda two wheelers tread Indian roads today. These are almost as many as the number of people in Finland, Ireland and Sweden put together! Hero Honda has consistently grown at double digits since inception; and today, every second motorcycle sold in the country is a Hero Honda. Every 30 seconds, someone in India buys Hero Honda's top -selling motorcycle Splendor. This festive season, the company sold half a million two wheelers in a single montha feat unparalleled in global automotive history.
Hero Honda bikes currently roll out from its three globally benchmarked manufacturing facilities. Two of these are based at Dharuhera and Gurgaon in Haryana and the third state of the art manufacturing facility was inaugurated at Haridwar, Uttrakhand in April this year. These plants.
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Industrial Profile
The two wheeler market is mainly consists of scooters and motorcycles. The motorcycles segment forms 65% of whole two-wheeler segment. Where as earlier the motorcycle has a very small share in the two wheeler market but the collaboration of Indian and Japanese companies ( Honda, Suzuki, and Kawasaki) the share has increased tremendously with reason being that these motorcycle had a superior engine, better pickup, good mileage, improved designs and large choice options. The motorcycle segment is divided into two strokes, four-strokes and five strokes category. The two stroke category consists of motorcycle such as Suzuki, Yamaha RX-135, and KB-125 where as the four-stroke consists of Hero Honda, Bajaj bikes and TVS Victor, Honda motors and Splendor plus, and also five stroke bikes are Bajaj pulsar, hero Honda karizma, HUNK are being the new player in the market, a craze had started among the general consumers to own a two stroke motorcycles and four stroke motorcycles. But due to drastic increase in petrol price the consumers have started preferring four stroke motorcycles are more fuel sufficient and they allow maintenance cost. Another reason for this change in preference is the emission norms. The two stroke motorcycles play a major role in air pollution where as the four stroke motorcycles are eco-friendly and leave a negligible amount of smoke and hence these go along with the international emission standards. The official generally prefers these motorcycles, as they are move concerned about the mileage and maintenance cost aspect of the motorcycle.
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Major players are: Hero Honda Motors Ltd. Bajaj Auto Ltd. TVS Motor Company Honda Motorcycle & Scooter India Ltd. Minor players are: Suzuki Motorcycles India Ltd Yamaha Royal Enfield (Niche Segment) New Entrants Mahindra & Mahindra (Acquired Kinetic Motor Co. Ltd. in 2008) Mahabharat Motors (Will start producing TVS branded 2-wheelers in Apr.09) Other Players Manufacturers of electric two wheelers such as Yo Bikes
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"Desh ki Dhadkan" Hero Honda is the World's No.1 two-wheeler manufacturing company having the trust of more than 5 million customers. The company is a joint venture of Hero Cycles of India and Honda Motor of Japan. Achiever, CBZ, CD Dawn, Karizma, Passion, Pleasure and Splendor are its famous brands on Indian roads. The venerated patriarch and visionary of the Hero Group, Munjal Brothers: Mr. Satyanand Munjal, Mr. Brijmohan Lall Munjal and Mr. O. P. Munjal, is a first generation entrepreneur who started very small and through sheer hard work and perseverance has today made his two wheeler venture the World's No.1 Two Wheeler company, a distinction up till now held by a Chinese company. That is not all the motorcycle "Splendor" which was launched in 1995 and sold 10, 91,000 units in 2006 has emerged as the largest selling motorcycle model in the world. The Hero Group comprises many backward integrated two wheeler related companies, of which the Hero Cycles and Hero Honda constitute the major players. He produces 5.7 million bicycles and over 1.42 million two wheelers annually. Also, Hero Cycles boasts of one of the highest labor productivity rates in the world. Hero Cycles has been the largest manufacturer of bicycles in the world since 1984 and figures in the Guinness Book of World Records. These honors have come through sheer discipline, which according to Mr. Munjal is the refining fire by which talents become ability. According to him ambition, confidence, enthusiasm and success are produced by courage, faith and hard work No wonder, the leading company of the group, Hero Honda, declared a whopping 850% dividend for the financial year ended 31st March 2002. It grew over 500% in five years.
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year. This marks a phenomenal jump of 52 % in sales volume for the month of February 2004.
Ambition135, the company's latest initiative to strengthen its portfolio in the premium segment has received tremendous response from customers across the country. It has been ably backed up by Splendor +, Passion plus and CD Dawn and now with Super Splendor. Mr. Brij Mohan Lall, Chairman, Hero Honda Motors Ltd, said on the achievement, It is our new products, offering the desired value to our customers, and the ongoing timely initiatives, which are primarily responsible for this consistent performance. Hero Honda's cumulative sales for the period Apr 2006 - Feb 2007 grew by 20 % from a level of 19, 61,815 motorcycles last year to 22, 98,976 units. Continuing with its incredible performance over the past many months. Hero Honda, the 'World No.1' two-wheeler company, has begun the New Year with a leap! While the Babasabpatilfreepptmba.com Page 14
Board of Directors
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Chairman: Managing Director: Joint Managing Director: Whole-time Director: Director: Director: Director: Director: Director: Director: Director: Director: Director: Director: Company Secretary: Address
Brijmohan Lall Munjal Pawan Kant Munjal Akio Kazusa Shinichi Nakayama Satyanand Munjal Om Prakash Munjal S P Virmani M P Wadhawan O P Gupta S Toshida Yukihiro Aoshima N N Vohra Pradeep Dinodia V P Malik Illam C Kamboj
HERO HONDA MOTORS LIMITED 34, Community Centre, Basant Lok, Vasant Vihar, New Delhi - 110 057 Phones: 6142451, 6144121 Cable: HONDA BYKE Fax: 6143321, 6143198, 6141830, 6152453, 6152132 URL : www.herohonda.com SALES PERFORMANCE
SALES PERFORMANCE HERO HONDA REPORTS LEADERSHIP PERFORMANCE WITH 50% NET PROFIT IN Q2, 08-09
DEFIES INDUSRY TREND WITH TURNOVER (NET SALES & OTHER OPERATION G INCOME),
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AUG,06
TOTAL SALES 2,15,076
AUG07
2,40,875
FY 06-07
12,82,860
FY 07-08
12,63,254`
Total Turnover (Net sales &other operation income) Rs.3202crores, growth of 35.6percent. Net profit after tax at Rs 306.30 crores, growth of 50 per cent. EBIDTA margin for the quarter 13.58 per cent. Total sales for Q2 stands at 9, 72,095 units, growth of 28.5 per cent. Total sales for H1 stands at 18, 66,349, growth of 19.7 per cent. Over 55 percent share in domestic motorcycle market. Launches first-of-its kind music video to celebrate 25 years of Hero-Honda.
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1) CD Dawn 2) CD DELUXE 3) SPLENDOR NXG 4) SUPER SPLENDOR 5) SPLENDOR + 6) PASSION PLUS 7) GLAMOUR DRUM+SELF
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EVENTS
2003 Winner of the Review 200 - Asia's Leading Companies Award (3rd Rank amongst the top 10 Indian Companies) 2002 Bike Maker of the Year by Overdrive Magazine Winner of the Review 200 - Asia's Leading Companies Award (4th Rank amongst top 10 Indian Companies) Sponsored 'India-England Women's Cricket Series' Sponsored 'Hero Honda Masters Golf Championship' Dawn model introduced Entrepreneur of the Year Award conferred upon the Chairman, Mr. Brijmohan Lall by Business Standard Company of the Year for Corporate Excellence by the Economic Times Appointed Virender Sehwag, Mohammad Kaif, Yuvraj Singh, Harbhajan Singh and Zaheer Khan as Brand Ambassadors Business Leadership Award conferred upon the Chairman, Mr. Brijmohan Lall by Madras Management Association 2001 Bike Maker of the Year by Overdrive Magazine
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Most Respected Company in Automobile Sector by Business World Bike Maker of the Year by Overdrive Magazine
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Winner of the Review 200 - Asia's Leading Companies Award (9th Rank amongst top 10 Indian Companies) Passion model introduced Achieved OM - One million production in one single year Joy Model launched Entrepreneur of the Year Award conferred upon the Chairman, Mr Brijmohan Lall by Ernst & Young 50,00,000th Bike produced 'Three Leaves Award for Environment' to Hero Honda by Centre for Social & Environment Green Rating Project. Sponsored '21st Cinema Express Award' Sponsored 'India-England Test Series' Sponsored 'First Indian Television Academy Award'
2000
Sponsored 'Hero Honda NKP Salve Challenger Trophy' Sponsored 'Stardust Hero Honda Millennium Honours Award' Sponsored 'Hero Honda Masters Golf Championship' Appointed Sourav Ganguly & Hrithik Roshan as Brand Ambassadors Environment Performance Award to Hero Honda Dharuhera Plant by Haryana State Pollution Control Board Environment Management System of Gurgaon Plant certified ISO14001 by DNV Holland 4,000,000th motorcycle produced Sponsored '20th Cinema Express Award' Splendor declared World No. 1 - largest selling single two-wheeler model Passport Programmed - Customer Relation Programmed launched
1999
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Market Potentiality of Hero Honda Splendor Plus in GADAG CITY 25,00,000th motorcycle produced CBZ model launched Sponsored '7th World Cup Cricket tournament' at England Environment Management System of Dharuhera plant certified with ISO 14001 by DNV Holland
Raman Munjal Memorial Hospital inaugurated Sponsored 'Hero Honda Masters Golf Championship' Suhana Safar Customer Relation Programmed launched 30,00,000th Motorcycle produced in December
1998 20,00,000th motorcycle produced Hero Honda Masters Golf Championship started Business Leader of the Year conferred upon the Chairman, Mr. Brijmohal Lall by Business Baron 1997 15,00,000th motorcycle produced Street model introduced Foundation stone of Raman Munjal Vikas Kendra foundation stone laid by Chief Minister of Haryana
Gurgaon plant inaugurated by Honda President Sponsored 6th Women World Cup Tournament Distinguished Entrepreneurship Award conferred upon the Chairman Mr. Brijmohan Lall By PHD Chamber of Commerce & industry 1200 motorcycles per day production started
1996 Hero Honda becomes first company to serve Army, Navy & Air Force with its 100cc motorcycles
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800 motorcycles per day production started National Award for Outstanding contribution to the Development of Indian Small Scale Industry (NSIC Award - Presented by President of India) The Analyst Award 1995 presented to Hero Honda Motors Limited on being ranked 9th amongst the most investor rewarding Companies in India
1994
Splendor model introduced 10,00,000th motorcycle produced The Businessman of the Year award is conferred upon the Chairman Mr. Brijmohan Lall - by Business India Group of Publications
750,000th Motorcycle produced Sponsored Hero Group - Five Nations Cricket Tournament
A school named Raman Kant Vidya Mandir inaugurated in memory of the first Managing Director of Hero Honda Motors Limited 500,000th motorcycle produced CD 100SS model introduced Mobile Service Workshop launched
400,000th Motorcycle produced Pegasus Award from Readers Digest for campaigning 'One Liter Road'
1989 1988 1987 1986 1985 First motorcycle (Model CD 100) produced 200 motorcycles per day production Quality circles launched Engine plant started 1,00,000th Motorcycle produced Hero Honda Family Club formed at Gurgaon 200,000th motorcycle produced Sleek model introduced 300,000th Motorcycle produced
Milestones
1983: Joint Collaboration Agreement with Honda Motor Co. Ltd. Japan signed. Shareholders Agreement signed.
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2006
Hero Honda Achiever won NDTV Profit Car India & Bike India Awards 2006 for the Motorcycle of the Year and Bike up to 150
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Hero Honda Glamour won NDTV Profit Car India & Bike India Awards 2006 for up to 125 cc of the Year. Hero Honda's chairman, Mr. Brijmohan Lall Munjal was presented with the "Padma Bhushan," a prestigious award from the Indian government.
2005
2004
Hero Honda awarded as the best governed company in the private sector from the Institute of Company Secretaries.
Hero Honda Motors was ranked 3rd in Asia's leading companies award by Far Eastern Economic Review. Bike Maker of the Year by Overdrive Magazine. Most Respected Company in Automobile Sector by Business World (January 27, 2003 issue).
2003
Winner of the Review 200 - Asia's Leading Companies Award (3rd Rank amongst the top 10 Indian companies) Bike Maker of the Year by Overdrive Magazine. Winner of the Review 200 - Asia's Leading Companies Award (4th Rank amongst the top 10 Indian companies). Entrepreneur of Year Award by Business Standard. Company of the Year of ET Awards for Corporate Excellence. Giants International Award to the Chairman in the field of Business & Industry.
2002
Business Leadership Award by Madras Management Association. Entrepreneur of the Year Award by Ernst & Young. Winner of 3 Leave Award for showing Corporate Environment Responsibility in the Automobile Sector by Centre for Science & Environment.
2001
Winner of the Review 200 - Asia's Leading Companies Award (9th Rank amongst the top 10 Indian Companies).
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ORGANISATION PROFILE
ASHWINI MOTORS : AUTHOURIESED SERVICE & SPRES OF HERO HONDA, GADAG STARTED : SEPTEMBER 1994.
JAGADEESH .K. JALI 41 LAKHS (EXCEPT MOTOR CYCLES) I.e. Only Spares and service
SALES OF 2008-2009:
ADDRESS :
ASHWINI MOTORS NEAR BHOOMARADDI CIRCLE P.B. ROAD GADAG-586101. P.H:- 08372-236814.
Accounts Department
Sales Department
Servicing Department
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Work Manager
C.K.JALI
Front Officer Supervisor LINGRAJ Name IMTIYAJ Name DANIAL Name ZAFAR
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ORGNISATION DEPARTMENTS
Sales Department Service & repair Department RTO work Department Spare part Department. SALES DEPARTMENT: In this department all the matters regarding sales& purchases are handled. Here sales executive meet the customer & brief them with the all the details required information. Here sales executive gives quotations, brief description about the required bike model. SERVICE & REPAIR DEPARTMENT
Work Manager
Work Supervisor
M/C
M/C
M/C
In this department all the matters regarding service & repair are taken care. This department is well structured work supervisor address the problem & gives the customer delivery time then he passes the work slip to head mechanic. Then head mechanics distributes the work with the mechanics teams. And problem salving process is carried out.
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Product Profile:
Hero Honda Karizma
Engine Type: 4 stroke Cooling Type: Air Cooled Displacement: 223 cc Max Power: 16.66 bhp @ 7000 rpm Max Torque: 18.35 Nm @ 6000 rpm Ignition Type: A.M.I. Starting system: Kick start/Self start Transmission: 5 speed Suspension Front Suspension: Telescopic fork Rear Suspension: Swing arm with hydraulic shock absorber Brakes Front Brake: 276 mm disc Rear Brake: Drum brake 130 mm Tyres Front Tyre Size: 2.75 x 18 Rear Tyre Size: 100/90 x 18 Babasabpatilfreepptmba.com Page 33
Electrical headlamp: 35/35 W Fuel Tank Fuel tank capacity: 15 liters Dimensions Width: 755 mm Wheel Base: 1355 mm Length: 2125 mm Height: 1160 mm Ground clearance: 150 mm Ex-Showroom Price Delhi: Rs. 72,200 Hero Honda CBZ Xtreme
Engine Type: 4 stroke Cooling Type: Air Cooled Displacement: 149.2 cc Max Power: 14.4 PS @ 8500 rpm Max Torque: 12.8 Nm @ 6500 rpm Ignition Type: A.M.I. Starting system: Kick start/Self start Babasabpatilfreepptmba.com Page 34
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Engine Type: 4 stroke Cooling Type: Air Cooled Displacement: 149.1 cc Max Power: 13.4 bhp Max Torque: 12.8 Nm Ignition Type: A.M.I. Starting system: Kick start (self start optional) Transmission: 5 speed Suspension Front Suspension: Telescopic fork Rear Suspension: Swing arm with hydraulic shock absorber Brakes Front Brake: 130 mm drum brakes (240 mm disc optional ) Rear Brake: Drum brake 130 mm Tyres Front Tyre Size: 2.75 x 18 Rear Tyre Size: 3.00 x 18 Babasabpatilfreepptmba.com Page 36
Electrical headlamp: 35/35 W Ex-Showroom Price Delhi Achiever Disc + Self: Rs. 53,450 Achiever Disc + Kick: Rs. 50,740 Achiever Drum + Self: Rs. 51,650 Achiever Drum + Kick: Rs. 48,950
Engine Type: 4 stroke Cooling Type: Air Cooled Displacement: 124.8 cc Max Power: 9 bhp @ 7000 rpm Max Torque: 10.35 Nm @ 4000 rpm Ignition Type: Digital C.D.I. (Fuel Injected) Starting system: Kick start (self start optional) Transmission: 4 speed
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Engine Type: 4 stroke Cooling Type: Air Cooled Displacement: 124.7 cc Max Power: 9 bhp @ 7000 rpm Max Torque: 10.35 Nm @ 4000 rpm Ignition Type: A.M.I. Starting system: Kick start (self start optional) Transmission: 4 speed Suspension Front Suspension: Telescopic fork Rear Suspension: Swing arm with hydraulic shock absorber Brakes Front Brake: 130 mm drum brakes (240 mm disc optional ) Rear Brake: Drum brake 130 mm Tyres Front Tyre Size: 2.75 x 18 Rear Tyre Size: 3.00 x 18
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Engine Type: 4 stroke Cooling Type: Air Cooled Displacement: 102 cc Max Power: 7 bhp @ 7000 rpm Babasabpatilfreepptmba.com Page 40
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Engine Type: 4 stroke Cooling Type: Air Cooled Displacement: 124.7 cc Max Power: 9 bhp @ 7000 rpm Max Torque: 10.35 NM @ 4000 rpm Ignition Type: A.M.I. Starting system: Kick start/self start Transmission: 4 speed Suspension Front Suspension: Telescopic fork Rear Suspension: Swing arm with hydraulic shock absorber Brakes Front Brake: Drum brake 130 mm Rear Brake: Drum brake 130 mm Tyres Front Tyre Size: 2.75 x 18 Rear Tyre Size: 2.75 x 18
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Engine Type: 4 stroke Cooling Type: Air Cooled Displacement: 97.2 cc Max Power: 7.35 bhp @ 8000 rpm Ignition Type: C.D.I. Starting system: Kick start Transmission: 4 speed Babasabpatilfreepptmba.com Page 43
Suspension Front Suspension: Telescopic hydraulic shock absorber Rear Suspension: Swing arm with hydraulic shock absorber Brakes Front Brake: 130 mm drum brakes (Disc optional) Rear Brake: Drum brake 130 mm Tyres Front Tyre Size: 2.75 x 18 Rear Tyre Size: 3.00 x 18 Electrical headlamp: 35/35 W Fuel Tank Fuel tank capacity: 12.8 liters Dimensions Width: 720 mm Wheel Base: 1235 mm Length: 1980 mm Height: 1060 mm Ground clearance: 160 mm
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Engine Type: 4 stroke Cooling Type: Air Cooled Displacement: 97.2 cc Max Power: 7.5 bhp @ 7500 rpm Max Torque: 0.77 Kg-m @ 6000 rpm Ignition Type: C.D.I. Starting system: Kick start Transmission: 4 speed Suspension Front Suspension: Telescopic fork Rear Suspension: Swing arm with hydraulic shock absorber Brakes Front Brake: 130 mm drum brakes Rear Brake: Drum brake 110 mm Tyres Front Tyre Size: 2.75 x 18 Rear Tyre Size: 2.75 x 18
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Dimensions & Weight Length (mm) Width (mm) Height (mm) Performance Max. Horsepower Max. Torque (kg m/rpm) Engine Model Designation Starting Displacement (cc) Ignition Bore & Stroke Suspension Front Rear Brakes Type Rear Tyres Front Fuel Tank Price
2080 765 1095 10.6 Kw (14.4 Ps ) @ 8500 rpm 12.80 N-m @ 6500 rpm Air Cooled, 4 - Stroke Single Cylinder OHC Self Start/Kick Start 149.2 Advanced Microprocessor Ignition System (AMI) 57.3 X 57.8 mm Telescopic Hydraulic Shock Absorbers 5 Step Adjustable Gas Reservoir Suspension GRS Disc: 240 mm Dia Disc - Non Asbestos Type Internal Expanding Shoe Type (130 mm), Non Asbestos Type. 2.75 X 18 42P 12.4 Litre Rs 55,000 to 57,000
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Engine Type: 4 stroke Cooling Type: Air Cooled Displacement: 97.2 cc Max Power: 7.35 bhp @ 8000 rpm Ignition Type: C.D.I. Starting system: Kick start Transmission: 4 speed Suspension Front Suspension: Telescopic hydraulic shock absorber Rear Suspension: Swing arm with hydraulic shock absorber Brakes Front Brake: 130 mm drum brakes Rear Brake: Drum brake 110 mm Tyres Front Tyre Size: 2.75 x 18 Rear Tyre Size: 2.75 x 18 Electrical headlamp: 35/35 W Fuel Tank Fuel tank capacity: 10.5 liters Dimensions Wheel Base: 1230 mm Ground clearance: 159 mm RS 39000 EX SHOW ROOM DELHI
Hero Honda Splendor+ is warranted for a period of 2 years or 30,000 kms, whichever is earlier, from the date of purchase? Babasabpatilfreepptmba.com Page 48
Features:
1 2 3 4 5 6 Multi Reflector tail light for improved spot-light visibility Trendy, vibrant graphics New design silencer Multi reflector headlight adorned with an attractive new visor New stylishly contoured mudguard Disc brake to keep you in control
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Market Potentiality of Hero Honda Splendor Plus in GADAG CITY Displacement Compression Ratio Max Power Max speed Clutch Type Transmission Final drive Ignition Starting Frame Suspension Dimensions (LxWxH) Wheel base Ground clearance Curb weight Tires Brakes 97.2cc 9.1:1 7.5ps @8000rpm 85Kmph multi plate wet type 4-speed constant mesh roller chain digital CDI ignition (AMI) Advanced micro processor ignition system Kick start, self start (Optional) tubular double cradle Front: telescopic hydraulic fork Rear: Active hydraulic spring loaded model 1995 x 735 x 1095mm 1230mm 150mm 109Kg Front: 2.75 x 18 -4PR/42P Rear: 2.75 x 18 6PR/48P Front drum type: internal expanding type 130mm DA Front disc type: hydraulic disc type -215mm (Dia optional) Rear: internal expanding type -130 mm Dia Fuel tank capacity Head light 10.5Ltrs (reserve 1.4 Ltr) 12v 35/35W Multi Reflector Halogen Bulb AC Type
Black
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High Blaze
Cloud Hi
Tornado
Excellent
MAINTENANCE SCHEDULES
Proper care & maintenance are paramount for trouble free operation & optimum performance of your motorcycle. Hero Honda offers 6 free services on all its motorcycles. You should avail these services within a year or as per the below mentioned km range, whichever is earlier
First Free service Second Free service Third Free service Fourth Free service Fifth Free service Sixth Free service
You should ensure that each paid service is availed within 60 days from date of service or as per the recommended schedule.
NEW RATES
COMPANY HERO HONDA HERO HONDA HERO HONDA HERO HONDA MODEL CD Deluxe SUPER SPLENDOR SPLENDOR + PASSION PLUS PRICE Rs 35000.00 Rs 43850.00 Rs 38350.00 Rs 41100.00
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Market Potentiality of Hero Honda Splendor Plus in GADAG CITY HERO HONDA HERO HONDA HERO HONDA HERO HONDA HERO HONDA HERO HONDA HERO HONDA HERO HONDA BODY OF REPORT
Primary data was collected by administration questionnaire of 100 customers. The questionnaire was specially framed to meet the requirement of survey. I aimed for the following Directly contact the random sample of customers of Hero Honda and collect information with reference to survey.
INTERVIEW TECHNIQUE
Direct personal interview was conducted in all cases using direct structured and self administered questionnaire.
MARKETING RESEARCH
Marketing research according to American marketing association is defined as Marketing research is the function which link the consumer, customer and public to the marketer through information, information used to identify and define marketing opportunities and problems generate, refine and evaluate marketing actions, monitor marketing performance and improve understanding of marketing as a process
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STEPS IN RESEARCH DESIGN PROCESS The above diagram explains the research design process 1) Define the research problem
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9) 8) 7) Prepare sample proposal 6) Specify the research approach 5) Evaluate measurement financial cost 4) Select thethe ethics ofthetechniques analytical the research time and
The maximum achievable combined sales volume for all sellers of a specific product during a specific time period, in a specific market. The total amount of a product that customers will purchase within a specified period of time at a specific level of industry-wide marketing activity The upper limit of market demand. The share a company can hope to get for its product;
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Sub objective
2) To know the satisfaction level of customers towards Hero Honda. 3) To determine the effectiveness of advertising of Hero Honda. 4) To get a better understanding of the purchasing pattern of consumer through
communication
5) To analyze the attitude of consumer towards Hero Honda.
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Scope of research
The research was undertaken to gather information from the customer about the Market Potentiality towards Hero Honda Splendor plus and the study was restricted only within GADAG CITY. The reason for confining the scope of the research the GADAG CITY were 2) One of the fast growing cities in India and represents huge market for scope with more than 3 lakh people. 3) It is one of the commercial areas.
METHODOLOGY
The research design chosen was descriptive in nature as it involved effectiveness study to determine the awareness of the company as its products since the population in Gadag is very vast, it is difficult to carry out 100% study with in a limited time period. Hence sample survey technique of method was adopted for the study field work was carried out to collect the necessary data (through schedule questions/personal interview) Sampling techniques Population Sample size Sampling unit : : : 3 lakhs 100 consumers collection of data was made from customer i.e. Respondents.
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Cumulative Valid 15-20 20-25 25-30 30-40 Total Frequency 7 34 38 21 100 Percent 7.0 34.0 38.0 21.0 100.0 Valid Percent 7.0 34.0 38.0 21.0 100.0 Percent 7.0 41.0 79.0 100.0
age
40
30
Frequency
20
10
age
Interpretation According to survey it is clear that 15-20 age of respondents 7%, 20-25 age34%, and 25-30 age 38% & 30-40 age 21%.
2) Occupation
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Valid Frequency Percent Valid government employee private employee student businessmen other Total 9 22 18 45 6 100 9.0 22.0 18.0 45.0 6.0 100.0 Percent 9.0 22.0 18.0 45.0 6.0 100.0
occupation
50
40
Frequency
30
20
10
occupation
Interpretation According to above graph it is clear that 9% Government employee, 22% Private employee, 18% Student, 45% Businessmen & 6% Others.
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80
60
Frequency
40
20
0 yes no
Interpretation According to the survey it is clear that 79% people are having own bike &21% people are not having own bike.
4) Which company?
Frequency Percent Valid Percent Cumulative Page 60
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Valid
36 18 8 6 32 100
which company?
40
30
Frequency
20
10
which company?
Interpretation From the above graph it is clear that the most of respondent having hero Honda bike @36%, 18% Bajaj, 8% T.V.S, Yamaha 6%, and 32% Not respond.
5) Which model?
Cumulative Percent
37.0 Page 61
Percent
37.0
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which model?
50
40
Frequency
30
20
10
which model?
Interpretation From the above table clear that 37% respondent has choice Splendor plus model, 10% Discover 125 model, 1% Apache, 5% Gladiator, 47% not respondent. 6) What purpose purchasing this particular model?
Cumulative Valid Quality Resale value Frequency 10 21 Percent 10.0 21.0 Valid Percent 10.0 21.0 Percent 10.0 31.0 Page 62
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40
30
Frequency
20
10
Interpretation From the above graph it is clear that 10% of respondent considering quality, 21% of resale value, 15% of mileage, 33% Considering Good looking 21% not respondent.
Cumulative Valid Frequency performance 34 Mileage 12 Maintance cost 15 After sales service 12 Percent 34.0 12.0 15.0 12.0 Valid Percent 34.0 12.0 15.0 12.0 Percent 34.0 46.0 61.0 73.0 Page 63
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40
30
Frequency
20
10
0 performance Mileage Maintance cost After sales service mention if any Not respondent
Interpretation It is clear that 34% of them are satisfied through Performance Mileage 12%, Maintainance cost 15%, After sales service 12%, Mention if any 5% & 22% Not respondent.
Valid Frequency Valid yes 41 no 39 Not respondent 20 Total 100 Percent 41.0 39.0 20.0 100.0 Percent 41.0 39.0 20.0 100.0
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50
40
Frequency
30
20
10
Interpretation From the above graph it is clear that 41% of respondents using before buying this motor cycle, 39% not using vehicle and 20% not respondent.
9) While purchasing this motor cycle model I compared it with of other two wheeler companies also? the model
Cumulative Valid YES NO Not respondent Total Frequency 35 44 21 100 Percent 35.0 44.0 21.0 100.0 Valid Percent 35.0 44.0 21.0 100.0 Percent 35.0 79.0 100.0
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while purchasing this motor cycle modle i compared it with the model of other two wheeler companies also
50
40
Frequency
30
20
10
while purchasing this motor cycle modle i compared it with the model of other two wheeler companies also
Interpretation From the above graph it is clear that 35% respondent comparing the other two-wheeler company, 44% not comparing the other company and 21% not respondent. 10) If yes, the other models that I compared it with are,
Cumulative Valid Hero-Honda bikes Bajaj bikes T.V.S.bikes Yamaha bikes Honda bikes Not respond Total Frequency 13 18 4 1 3 61 100 Percent 13.0 18.0 4.0 1.0 3.0 61.0 100.0 Valid Percent 13.0 18.0 4.0 1.0 3.0 61.0 100.0 Percent 13.0 31.0 35.0 36.0 39.0 100.0
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60
Frequency
40
20
0 Hero-honda bikes Bajaj bikes T.V.S.bikes Yamaha bikes Honda bikes Not respond
Interpretation From the above graph it is clear that for 13% of respondents comparing to Hero-Honda, 18% of respondent compare Bajaj, 4% T.V.S bikes, 1% of Yamaha bikes, 3%of Honda bikes and 61% of the more respondents not comparing.
11) What are the most important reasons for purchasing this particular
this model?
Cumulative Valid Frequency Engine capacity 15 Model reputation 11 Resale value 12 Good look style 37 Durability 5 Not respondent 20 Total 100 Percent 15.0 11.0 12.0 37.0 5.0 20.0 100.0 Valid Percent 15.0 11.0 12.0 37.0 5.0 20.0 100.0 Percent 15.0 26.0 38.0 75.0 80.0 100.0
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w hat are the m ost im portant reasons for purchsing this particular this m odel?
40
30
Frequency
20
10
0 Engine capacity M odel reputation Resale value G ood look style D urability Not respondent
w hat are the m im ost portant reasons for purchsing this particular this m odel?
Interpretation From the above graph it is clear that 15% of respondent to purchase the bike for engine capacity, 11% model reputation, 12% of Resale value, 37% of more people purchasing the vehicle for good/look style, 5% of Durability, and 20% not respond.
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60
50
40
Frequency
30
20
10
Interpretation It is clear that 29% of respondents would like to purchase a new bike 11% of not purchase the new bike and 60% of respondent not respond.
13) When you would like to purchase the new bike?
Valid Valid 3-months 1year 6months Frequency 5 5 8 Percent 5.0 5.0 8.0 Percent 5.0 5.0 8.0
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Market Potentiality of Hero Honda Splendor Plus in GADAG CITY above 1year 17 Not respond 65 Total 100 17.0 65.0 100.0 17.0 65.0 100.0 35.0 100.0
60
Frequency
40
20
Interpretation From the above graph it is clear that 5% of respondents intend to purchase new bike 3months, 5% of them intend to purchase 1 year,8% of them intend to purchase 6 months, 17% of respondent to purchase the new bike above 1year and 65 % of not respond. 14) Which company's bike would you like to purchase?
Cumulative Valid T.V.S Bajaj Hero Honda Honda Not respond Total Frequency 3 1 26 2 68 100 Percent 3.0 1.0 26.0 2.0 68.0 100.0 Valid Percent 3.0 1.0 26.0 2.0 68.0 100.0 Percent 3.0 4.0 30.0 32.0 100.0
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60
Frequency
40
20
Interpretation From the above graph it is clear that 3% of respondents intend to purchase T.V.S, 1% of them intend to purchase Bajaj, 26% of them intend to purchase HeroHonda,2% of them intend to purchase Honda and 68% of them not respond.
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100
80
Frequency
60
40
20
0 ye s no
Interpretation From the above graph it is clear that 86% of them are aware of Hero Honda Splendor plus and 14% of them are not aware of Hero Honda Splendor plus.
16) How do you come to know about the Hero-Honda splendor plus?
Cumulative Valid T.V.advertisement Friends Family Self interest News paper Frequency 40 14 11 4 4 Percent 40.0 14.0 11.0 4.0 4.0 Valid Percent 40.0 14.0 11.0 4.0 4.0 Percent 40.0 54.0 65.0 69.0 73.0 Page 72
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40
30
Frequency
20
10
0 T.V. advertisem ent Friends Fam ily Self intrest News paper advertisem ent M odel reputation Not respond
Interpretation It is clear that maximum percentage(40%) of respondents has come to know about Hero Honda Splendor plus through TV ads, 14% of respondents Friends, 11% of family, 4% of self-interest,4% News paper advertisement, 13% of them model reputation, and 14% not respond.
17) Are you aware of features Hero-Honda Super splendor given below?
Valid Frequency Valid Multi Reflector tail light Trendy, vibrant graphics New design silencer Multi reflector headlight Self start 28 16 16 3 19 Percent Percent 28.0 16.0 16.0 3.0 19.0 28.0 16.0 16.0 3.0 19.0 Cumulative Percent 28.0 44.0 60.0 63.0 82.0
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Market Potentiality of Hero Honda Splendor Plus in GADAG CITY Not respond Total 18 100 18.0 100.0 18.0 100.0 100.0
Aey ua a eo fe tu e H r -H n aS p r s le d r g e b lo ? r o w r f a r s e o o d u e p n o iv n e w
3 0
Frequency
2 0
1 0
0 M lti R fk c u e e tir ta lig t il h T nyv r n re d , iba t ga h s r p ic N wd s n e e ig s ne ile c r M lti re c r u fle to h a lig t ed h S lf s r e tat N tr s o d o ep n
Aey ua a eo fe tu e H r -H n aS p r s le d r g e b lo ? r o w r f a r s e o o d u e p n o iv n e w
Interpretation From the above graph it is clear that 28% of respondents aware of multi reflector tail light, 16% of them Trendy, vibrant graphics,16% of them New design silencer, 3% Multi reflector headlight,19% of them aware of Self start,& 18% of not respond.
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w a p r o et ev h lew b u e h t up s h e ic ill e s ?
3 0
Frequency
2 0
1 0
0 cmu g o m tin w rk o G in o t w o g u ith w /fa ily ife m C rry g a in g o sfo od r b s es u in s p r oe up s G in to o g sho o g c o l/c lle e T v llin fo ra e g r fie w rk ld o Oe th r (s e ify pc ) N t re p n o sod
w a p r o et ev h lew b u e h t up s h e ic ill e s ?
Interpretation From the above graph it is clear that 30% of them respondent will use the vehicle for commuting the work, 10% of them respondent Going to out with wife and family,3% of respondent carrying the goods for business purpose,25% of them Going to school/college, 15% of them Traveling for field work, 4% of them other, and 13% of them not respond.
MAJOR FINDINGS
Approximately 80% of opportunity is present for Hero Honda Splendor plus in Gadag city. Earns fair amount of profit from better Quality service. The office staff is very helping nature; they help the customer in the all regards. The credit facility which will be provided by the Hero Honda Motors is welcomed. Quality image of Hero Honda Brand is considered as the important factor while purchasing a new bike.
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2. Diversity
As the suggestion will show that new branch office to the Ashwini Motor has to be opened near by Betgeri or Ron road.
3. Credit
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CONCLUSION
As from the project we conclude that there is a huge market for Hero Honda Splendor Plus. The new features of Splendor plus were appreciated by customers and company has a good reputation in the market for its quality products. It is observed that Ashwini Motors is performing well to satisfy the customer needs and requirements in time. Since last decade it is earning a good percentage of profit. As there is great Potentiality for Splendor plus the dealer should take optimum use of this opportunity.
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BIBLIOGRAPHY
* Marketing management * Principles of marketing * Marketing research Philip Kotler Kotler and Armstrong Donald. S. Tull Deli Hawkins * Website www.herohonda.com www.google.com
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8) What Purpose of purchasing this Particular Model? a) Quality c) Mileage b) Resale Value d) good looking
9) Are you satisfied with your bike? a -Performance b -Mileage c -Maintenance cost d -After sale service e -Mention if any ____________
10) If you are using a Vehicle before Buying this Motor Cycle? a) Yes b) No
11) (If Yes) The Two Wheeler I was most frequently before buying this vehicle was 12) A) while purchasing this motorcycle model I compared it with the model of other Babasabpatilfreepptmba.com Page 80
13) B) If Yes, the other models that I compared it with are, a) Hero Honda bikes c) TVS bikes b) Bajaj bikes d) Yamaha bikes e) Honda
14) What are the three most important reasons for purchasing this particular model? Are, (TICK THREE BOXES ONLY) Engine Capacity (cc) Low maintenance cost Power/Pick up Easy finance scheme Fuel efficiency Riding comport New bike in the Market Service Network Model reputation Feel proud to own it Resale value Good looks/style Reasonable Price Driving on rough roads Easy to ride Durability
15) Would you like to purchase a new bike? a -Yes b -No (if no go to question no 24) 16) When you would like to purchase the new bike? a -3 months b -1 year c -6 months d -Above 1 year 17) Which companys bike would you like to purchase? a -TVS b -Bajaj c -Hero- Honda d -Honda e -Mention if any _____________
18) If for some reason this motor cycle was not available, I would have bought, as my Second choice: - Model_________________________ Company:-___________________________________ 19) I did not buy my second choice because 1) Less power 2) Short-term warranty 3) High fuel Consumption 4) Not so attractive looks 5) Friends/relatives did not recommend 6) Preferred color not available 7) start-out speed not good 8) after sales service not good Babasabpatilfreepptmba.com Page 81
20) Are you aware of new bike Hero Honda Splendor plus?
a -Yes
b -No
21) How do you come to know about Hero Honda Splendor plus? a -TV advertisement b -Friends c -Family d -Self interest e -Newspaper advt. f- Model reputation 22) Are you aware of features Hero Honda Super Splendor given below? Sl. No. Features Yes No a. Multi Reflector tail light b. Trendy, vibrant graphics c. New design silencer d. Multi reflector headlight e. Self start
23) What purposes the vehicle will be use? (Cross two boxes only) a) Commuting work b) Going out with wife/family c) Carrying goods for business purpose d) Going to school/college e) Traveling for field work f) Others(specify)______________________________ 24) Any suggestions you would like to give
_______________________________________________________ _______________________________________________________
THANKS FOR YOUR KIND CO-OPERATION.
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