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NO.
1
CONTENTS
INTRODUCTION
PAGE NO.
1
14
COMPANY PROFILE
CONSISTENT QUALITY WORLD WIDE
R & D FOR THE FUTURE
INSPIRING OUR CUSTOMERS
TAKING TO THE SKIES
EXPANDING NEW VALUES FOR
CUSTOMERS WORLD WIDE
MANAGEMENT OF INFORMATION
SECURITY
PRODUCT PROFILE
19
33
55
FINDINGS
CONCLUSIONS
BIBLIOGRAPHY
58
INTRODUCTION
Two Wheelers in India
The Feeling of freedom and being one with the Nature comes only from
riding a two wheeler. Indians prefer the two wheelers because of their small
manageable size, low maintenance, pricing and easy loan repayments. Indian
streets are full of people of all age groups riding a two wheeler. Motorized
two wheelers are seen as a symbol of status by the popular. Thus, in India,
we would see swanky four wheels jostling with our ever reliable and study
steed: the two wheeler.
Motorcycles have made their debut around the 1950s; this section looks at
the two wheelers which have over the years caught the imagination of
country. It was in the year 1954 that the Indian government ordered for total
number of 800 motorcycles to man the Pakistani borders. In came the
Bullets which were initially launched in England as a 350cc bike and it was
upgraded to 500cc a year or so later. These bikes have remained barring
some cosmetic changes which have undergone over the years. Thus one can
say without much of a doubt that the 1955 Bullet was one of the initial hits
of the Indian two-wheeler industry and till today it continues to be a darling
of the motorcycle enthusiasts.
Enfield Bullet had a close competition with another sturdy bike named
Rajdoot; as the bike was strong enough to handle the rough Indian roads.
The company had roped in Indian He-man Dharmendra for the promotion of
the bike. With more than 1.6 million vehicles on the road the Rajdoot
motorcycle was one of the initial hits of the earlier years of two-wheeler
history in the country.
When heavy motorcycles were the order of the day, a relatively lighter bike
had caught on the imagination of the Indian two wheeler user. Ind- Suzukia
bike launched by the then TVS Suzuki group was an instant hit; however the
bike could not sustain it's initial success due to the high import content in the
vehicle and less of localization.
In Scooters Bajaj Chetak has been hugely responsible for adding momentum
to the transport system of the country, till today it remains one of the most
successful brands to have come out of the Bajaj stable.
History
The Britannica Encyclopaedia describes a motorcycle as a bicycle or tricycle
propelled by an internal-combustion engine (or, less often, by an electric
engine).The motors on minibikes, scooters, and mopeds, or motorized
velocipedes, are usually air-cooled and range from 25 to 250 cubic cm (1.5
to 15 cubic inches) in displacement; the multiple-cylinder motorcycles have
displacements of more than 1,300 cubic cm.
The automobile was the reply to the 19th-century dream of self-propelling
the horse-drawn carriage. Similarly, the invention of the motorcycle created
the self-propelled bicycle. The first commercial design was a three-wheeler
The 1900s saw the conversion of many bicycles, or pedal cycles by adding
small, centrally mounted spark ignition engines. There was then felt the need
for reliable constructions. This led to road trial tests and competition
between manufacturers. Tourist Trophy (TT) races were held on the Isle of
Man in 1907 as reliability or endurance races. Such were the proving ground
for many new ideas from early two-stroke-cycle designs to supercharged,
multivalent engines mounted on aerodynamic, carbon-fiber reinforced
bodywork.
Introduction to Marketing
Marketing consists of all activities by which a company adapts itself
to its environment creativity and profitably. It is the whole business seen
from the point of view of its final result that is from customers point of
view. Basically business firms objective is to convert societal need into
profitable opportunities. Marketing is an attempt to anticipate satisfies the
needs demands of the consumers of the society.
Philip Kotler has said Marketing is determining the needs and wants
of target markets and delivering the desired satisfaction more effectively and
efficiently than competitors. Thus it shows that consumer is the key to
success to any company marketing services.
Evolution of Marketing
Market potential
Current and future market demands are determined by analyzing the entire
environment factor affecting marketing process. The two way of estimating
demand are:
Demographic segmentation
Demography is study of population. Demographically characters such as
sex, age, marital status, number and age of children, place of residence,
mobility, income, education, occupation, family life cycle, social class,
culture etc., make the base of demographic of demographic sub culture.
BRAND AWARENESS
1. Brand
Consumer views a brand as an important part of a product and branding
can add value to a product. For example, most consumers would perceive a
bottle of white linen perfume as a high quality, expensive product. But the
same perfume in an unmarked bottle would likely be viewed as lower in
quality, even if the fragrance were identical.
2. Branding
Perhaps the most distinctive skill of professional marketers is their ability
to create, maintain, protect and enhance brands. A Brand is a name, term,
sign, symbol or design or a combination of these intended to identify the
products or service of one seller in group of seller and to differentiate them
from those of competitors.
A brand is a seller promise to deliver consistently a specific
set of features, benefits and services to buyers. The best hands convey a
warranty of quality. According to one marketing executive, a brand can
deliver up to four level of meaning:
a) Attributes
A brand first brings to mind certain product attributes. For example
Mercedes, suggests such attributes as well engineered well built.
Durable, high prestige, fast, expensive and high release value.
The company may use one or more of these attributes in its advertising for a
car. For years Mercedes being advertise engineered like no other in the
world. This provided a positioning platform for attributes of a car.
b) Benefits
c) Values
A brand also says about the buyers values. Thus, Mercedes buyers value
high performance, safety and prestige. A brand marketer must identify the
specific groups of cars buyers whose values coincide with the delivered
package.
d) Personality
A brand also projects a personality motivation researchers sometimes ask.
If this brand were person, what kind of person would it be ? consumer might
visualize a Mercedes automobile as being a wealthy business executive. The
brand will attract people whose actual or desired self-image matches the
brand image.
The challenge of branding is to develop a deep of meaning for
the brand, giving the four levels of brands meaning marketers must decide
the level first at which they will build the brands identity. The most lasting
meanings of a brand are its values are personality. They obtained the brands
essence. Thus, Mercedes stands for high achieve and success the company
must build its brand strategy around creating and protecting this brand
personality. All though Mercedes has recently yielded to marketing fewer
models might dilute the vehicle and personality that Mercedes has build up
over the decades.
Brand Equity
The value of a brand. From a consumer perspective, brand equity is based
on consumer attitudes about positive brand attributes and favorable
consequences of brand use. The added value that a brand brings to a product
or service beyond the functional benefits provided. Major asset categories
are: brand name awareness, brand loyalty, perceived quality, and brand
associations,
Brands vary in the amount of power and value they have in the
market place. Some brands are largely unknown to most buyers. Other
brands have a high degree of consumers brand awareness. Still other enjoys
brands preference. Buyers select them over the other. Finally, some brands
command a high degree of brand of brand loyalty. A powerful brand has
high brand equity. Brand have high brand equity to the extent that they have
higher brand loyalty, names awareness perceived quality, strong, brand
association and other assets such as patents trademarks and channel
relationships. A brand with strong brand equity is valuable asset. In fact, it
can even be brought or sold for a price. Measuring the actual equity of a
brand name is difficult .Because it is so hard measure companies usually of a
brand name is difficult. The worlds top brand includes such super powers as
coca-cola, Disney, Kodak, and
Mercedes Benz high brand equity provided a company with many
competitive advantages. Because a powerful brand enjoys a high level of
consumer brand awareness and loyalty, the company will incur lower
marketing costs reactive revenues. Because consumer expect stores to carry
the brand ,the company has more leverage bargaining in beginning with
resellers and become the brand name carries high creditability, the company
can more easily launch brand extensions. Above all, a powerful brand offers
the company some defense against competition.
RESEARCH DESIGN
A research design is a logical and systematic plan prepared for directing a
research study. It is a planed structure and strategy of investigation
conceived so as to obtain answers to research questions and constitutes the
blue print for the collection, representation, and analysis of data.
In short, it is the logical and systematic plan prepared for directing the
research study. A good research design should consists of
o Clear statement of research design.
o Produce and techniques to be followed for gathering information.
o Population to be studied.
o Methods to be used in processing and analyzing data.
Statement of problem
The research problem selected for the analysis is entitled Market
Potential and Brand Awareness towards HONDA ACTIVA in
Gangavathi. this topic is selected to find out the Brand Awareness and
Market Potential
consumers about the vehicle and finding the position of the vehicle among
the Competitors.
Objectives
To determine the awareness level of the customer about different
brands of the two wheelers.
To know the market potential of Honda Activa.
To study consumer perception regarding HONDA ACTIVA in
particular
To know the reasons and intentions behind purchasing or not
purchasing Honda Activa
The field work for the project was carried in Gangavathi. The fieldwork
schedule contained structured set of questions to be answered by
respondents to suit the objective of the project. The respondents were
contacted at place like colleges, offices, residents and different areas in the
Gangavathi.
COMPANY PROFILE
Honda is the world's largest manufacturer of 2-wheelers. Its symbol, the
Wings, represents the company's unwavering dedication in achieving goals
that are unique and above all, conforming to international norms. These
wings are now in India as Honda Motorcycle & Scooter India Pvt. Ltd.
(HMSI), a wholly owned subsidiary of Honda Motor Company Ltd., Japan.
These wings are here to initiate a change and make a difference in the Indian
2-wheeler industry. Honda's dream for India is to not only manufacture 2wheelers of global quality, but also meet and exceed the expectations of
Indian customers with outstanding after sales support.
They are world leaders in motorcycles and also pioneer in four-stroke
technology. It has manufacturing operations in 32 countries with 109
productions bases. They have collaborators and technical ties their own
subsidiary. Before Honda came to India they made a survey of a two wheeler
market, which was dominated by bullet and yezdi motor cycles, which were
old technology and also with an outdated, look during time, Honda motor
company ltd realized there was a huge demand for technically advanced fuel
efficient, lighter machines. In addition to this, their study also revealed poor
Honda Motor Co., Ltd. operates under the basic principles of "Respect
for the Individual" and "The Three Joys" commonly expressed as The Joy
of Buying, The Joy of Selling and The Joy of Creating. "Respect for the
Individual" reflects our desire to respect the unique character and ability of
each individual person, trusting each other as equal partners in order to do
our best in every situation. Based on this, "The Three Joys"
Expresses our belief and desire that each person working in, or
coming into contact with our company, directly or through or products,
should share a sense of joy through that experience. In line with these basic
principles, since its establishment in 1948, Honda has remained on the
leading edge by creating new value and providing products of the highest
quality at a reasonable price, for worldwide customer satisfaction. In
addition, the Company has conducted its activities with a commitment to
protecting the environment and enhancing safety in a mobile society.
The Company has grown to become the world's largest motorcycle
manufacturer and one of the leading automakers. With a global network,
subsidiaries and affiliates accounted for under the equity method, Honda
develops, manufactures and markets a wide variety of products, ranging
from small general-purpose engines and scooters to specialty sports cars, to
earn the Company an outstanding reputation from customers worldwide.
Honda also continues to develop sales and service systems best suited
to community needs. In that way, "life with a Honda" brings new joy to
people and places worldwide. Starting in Japan in 2006, Honda began
unifying its multiple car-dealership
Channels into a single Honda sales channel - seeking to strengthen the
Honda brand, enhance customer satisfaction, and help ensure lifetime
customer loyalty.
Management of Information
In order for Honda to properly manage customer- and business partnerrelated information, we will pay the utmost attention to the appropriate
handling of confidential information.
after Hero Honda, Kinetic Honda Motor Ltd and Honda Siel Cars India
Limited.. The entry of Honda into the Indian market as HMSI began with the
launch of the Honda Activa, a 100cc scooter. A slightly modified trendier
version of the Activa was soon launched, as the Honda Dio. Honda Eterno
was launched thereafter to add to the portfolio of HMSI's scooters. The
Honda Unicorn was the first motorcycle released by HMSI. The Honda
Shine has since been released.
PRODUCT PROFILE
Designed to excel
Honda Activa is the first scooter model of HMSL for the Indian market.
It has revitalized the Indian scooter market after its launch in the year 2001.
With in the first year of its launch it has been awarded the scooter of the year
by overdrive magazine and readers choice award for the best scooter by auto
India magazine. The Honda Activa has set a new standard for new era of
scooters in India. It has been developed exclusively for the Indian market
after closely examining the changing lifestyles and needs of the consumers.
The Honda Activa has been designed to cater to the people who believe.
Technical Specifications
Engine
Type
Displacement 102 cc
Max. Power
Self / Kick
6 liters
Electrical
Battery
12V, 5Ah
Headlamp
35W
Chassis
Frame
Dimensions
(lxbxh)
Wheel Base
1235 mm
Seat Height
760 mm
Ground
Clearance
145 smm
Suspension
Front
Rear
Tyre Size
Front
3.50 - 10, 4 PR
Rear
3.50 - 10, 4 PR
Brakes
Front
Rear
Striking Features
Flush surface.
Multi-reflector light.
Metal Body.
CLIC mechanism.
Color Variants
Black
By design, the Activa lets anybody in the family get their hands on it. To
make riding fun, we removed the gears and retained only those controls
which can be safely left to your reflexes. Like the accelerator and the brakes
in a lightweight body. So now, mothers can enjoy an easy ride while fathers
will appreciate its sturdy build. Honda Activa good in design, Honda Activa
is more than just a mean of transportation. The tyres of the Honda Activa
have double layered tubes with fluid in between. This seals the air leakage in
case of a puncture to ensure that the rider enjoys a puncture-less ride.
In fact, an Activa has something in it for everyone. Weve got two
new colour graphic stickers, a flamboyant one for the young rider who
adheres to style. And for the mature rider we have got a more sober looking
sticker, a reflection of their personality. Youll never see ease, technology
and style come together in such a smooth way. As in the Honda Activa.
From
is
Age group
No of
Percentage
20-25
Respondents
30
30%
25-30
34
34%
30-40
20
20%
>40
16
16%
clear
100
100%
Majority of the
TOTAL
Table 1
Analysis
the above table it
that
respondents
belongs to the Age group between 25-30 that is 34% and the next highest
number of the respondents belongs to the Age group of 20-25 that is 30%,
20% of the respondents belong to 30-40 and 16% of the respondents are
above 5o years of age.
Inference
From the above it is clear that majority of the respondents of the study are in
the age group of 25-30 and 20-25 years which belongs to the employees and
the student
Percentage
35
30
25
20
15
10
0
20-25
25-30
30-40
>40
Gender
No of
Percentage
respondents
Male
60
60%
Female
40
40%
Total
100
100%
Table 2
Analysis
From the above table it is clear that Majority of the respondents belongs to
the male that is 60% and 40% of the respondents belongs to female.
Inference
Here the majority of the respondents are Male that is 60 when compared to
Female 40 respondents.
No of
Percentage
Business
respondents
16
16%
Student
30
30%
Employee
38
38%
Government
12
12%
Employees
Others
4%
Total
100
Table 3
100%
Analysis
The table shows that the Majority of the respondents belong to Employee
(pvt co.) that is 38%, 30% of the respondents belong to Students, 16% of the
respondents belong to Businessman, 12% of the respondents belong to
Government Employees and Others are 4%.
Inference
Hence it can inferred that majority of respondents are Employees (pvt co.)
and the Students.
Table 4
Analysis
It has been Observed from the above table that 26% of the respondents have
an
Annually Income
No of respondents
Percentage
1,00,000-1,50,000
14
14%
1,50,000-2,00,000
20
20%
2,00,000-2,50,000
26
26%
2,50,000-3,00,000
18
18%
Above-3,00,000
22
22%
Total
100
100%
Annual Income between Rs 2,00,000-2,50,000, 22% of the respondents have
an Annual Income is above 3,00,000, 20% of the respondents earns Annual
Income between 1,50,000-2,00,000, 18% of the respondents earns Annual
Income is 2,50,000-3.00,000 and 14% of the respondents whose Annual
Income between 1,00,000-1,50,000.
Inference
Hence it can be inferred that Majority of the respondents belongs to an
income group of 2, 00,000 - 2, 50,000 and above 3, 00,000.
Particular
No of
Percentage
YES
Respondents
80
80%
NO
20
20%
Total
100
100%
Table 5
Analysis
From the above table shows that 80% of the respondents says Yes and 20%
of the respondents Says No.
Inference
Regarding plans of Purchasing Two-Wheeler is 80 out of 100 respondents
had intention of buying a two-wheeler and 20% of the respondents are dont
have plans to buy a two wheeler.
No of
percentage
Respondents
Scooter
Motor Cycle
Moped
Total
8
12
60
80
10%
15%
75%
100%
Table 6
Analysis
From the above table it has been observed that 75% had given preference to
the Moped Vehicle, 15% of the respondents given preference to Motor Cycle
and 10% of the respondents given preference to Scooter.
Inference
Among the 80 respondents, the 8 respondents who wished to prefer for
Scooter, 12 respondents who wished for Motor Cycle and 60 respondents
wished to purchase a Moped because it is ungeared, comfort and easy to
ride.
Particulars
Honda
Kinetic
TVS
Bajaj
Others
Total
Respondents
33
8
10
6
3
60
Percentage
55%
13.33%
16.67%
10%
5%
100%
Table 7
Analysis
From the above table it is clear that 55% of the respondents belongs to the
Honda, 13.33% belongs to the Kinetic, 16.67% belongs to the TVS, 10% of
the respondents belongs to Bajaj and 5% of the respondents belongs to
Others.
Inference
Here among 60 respondents, 33 respondents are decide to buy a twoWheelers of Honda brand, 8 respondents decide to buy Kinetic, 10
respondents decide to buy TVS, 6 respondents are decide to buy Bajaj and 3
respondents decide to buy other brand.
It shows that the demand for the Honda is high when compared to other
brands So here the Market potential of the Honda brand is Strong.
Particulars
No of
Respondents
Percentage
HONDA AVIATOR
18.18%
HONDA ACTIVA
25
75.76%
HONDA DIO
6.06%
Total
33
100%
Table 8
Analysis
The table shows that 18.18% belongs to Honda Aviator, 18.18% belongs to
Honda Activa and 6.06% belongs to Honda Dio.
Inference
Here 6 respondents out of 33 has preferred Honda Aviator, 25 respondents
preferred Honda Activa and 2 respondents preferred Honda Dio.
So most of the respondents had preferred Honda Activa because they are
well known about the Vehicle and also know the brand awareness of Honda
Activa vehicle.
Particular
No of Respondents
Percentage
STRAND SILVER
10
40%
METALLIC
BLACK
32%
GENY GREY
16%
METALLIC
BLUE METALLIC
8%
MISTY PINK
4%
METALLIC
Total
25
100%
Table 9
Analysis
It has been Observed that 40% of the respondents chooses the Strand silver
Metallic, 32% chooses the Black, 16% chooses Geny Grey Metallic, 8%
chooses Blue Metallic and 4% of the respondents Chooses Misty pink
metallic.
Inference
So here according to the perception of the people they are chooses their
colour and most of the respondents are choused the Strand Silver Metallic
and Black.
MARK/Ranking Percentage
MILEAGE
20
16
RIDING COMFORT
16
PRICE
1
3
4
12
BRAND EQUITY
28
TOTAL
25
100
Table 10
Analysis
It has been observed that 5 respondents are given the first preference to
mileage, 4 respondents are given the preference to Power and pick up. And
again another 4 respondents are given the preference to Riding comfort, 1
respondent for price, another 1 respondent for after sale service, 3 for Road
grip and 7 respondents for the Brand Equity.
Inference
Here most of the respondents are choused the Brand Equity because the
value of the Honda brand is from a consumer perspective; here the Honda
Brand Equity is based on consumer attitudes about positive Brand attributes
and favorable consequences of the Honda Brand and it shows that Customer
having Brand awareness about the Honda Activa Vehicle in the Market is
high
No of
Respondents
Percentage
16%
ELECTRONICAL
MEDIA
24%
FRIENDS
14
56%
4%
25
100%
PRINT MEDIA
DEMO
DISPLAY
Total
OR
Table 11
Analysis
The major source of information through which respondents came aware of
the Honda Activa Brand are 16% from Print Media, 24% from Electronic
Media, 56% from Friends and 4% from Demo or display.
Inference
Hence most of the respondents received the information about the Honda
Activa by friends and Electronic media like Television etc.
FINDINGS
The Survey reveals that all the customers are aware of all mentioned
Brands of Two- wheelers in the Market.
It is found that Mileage and Brand Equity are the most important
Attributes customer looks for before deciding to purchase a Twowheeler. Riding Comfort, road grip and Pick up are also given due
importance.
We found that Honda Activa is preferred by both Male and Female.
The most of the Respondents are preferred Honda Activa so by this
we came to know that the Market Potential for Honda Activa is high.
The Respondents find the Brand Equity and Mileage are the most
satisfying attributes in HONDA ACTIVA. These two are the main
reasons for HONDA ACTIVA is one of the most preferred Twowheelers among the various Brands mentioned in the questionnaire.
The price of Honda Activa is high when compared to other brands.
SUGGESTIONS
CONCLUSION
QUESTIONNAIRE
NAME :
AGE :
SEX: MALE (
), FEMALE (
OCCUPATION:
BUSINESSMAN
GOVERNMENT EMPOLOYEE
STUDENT
OTHERS
1,50,000-2,00,000
2,00,000-2,50,000
2,50,000-3,00,000
Above 3,00,000
NO
MOTOE CYCLE
SCOOTERETTES/MOPED
KINETIC
TVS
BAJAJ
OTHERS
HONDA ACTIVA
HONDA DIO
BLACK
BLUE METALLIC
MARK
MILEAGE
POWER & PICK UP
RIDING COMFORT
PRICE
AFTER SALE SERVICE
ROAD GRIP
BRAND LOYALTY
ELECTRONICAL MEDIA
FRIENDS
DEMO OR DISPLAY
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BIBLIOGRAPHY
BOOKS
PRINCILES OF MARKETING
-BY PHILIP KOTLER AND GANDHI
CONSUMER BEHAVIOUR
- DR.K.ASHWATHAPPA
INTERNET
www.world.honda.com
www.honda2wheelersindia.com
www.automobileindia.com
www.surfindia.com