Académique Documents
Professionnel Documents
Culture Documents
On
Customer Satisfied Yamaha Suzuki
PREFACE
as a part of our course curriculum i had to go through a
summer internship project report on any topic to get the right
exposure to practical aspect of business management.
I want to express my gratitude for the experience and
practical knowledge that i earned during the summer
internship in this project report i had presented my great
experience in form of words in making the project report
theoretical knowledge was needed more than the practical
which was given to us by my professor's in my institute.
i hope the findings & suggestions will help the company
confidentially to formulates its strategy in comparison to its
competitors in have enjoyed my report preparation and i have
learned a lot of new think i have pride my level best to make
this report a reader friendly and also did my level best to fulfill
the objective of the study.
TABLE CONTENTS
PAGE
Chapter One
INTRODUCTION
Chapter Two
Chapter Three
ORGANISATION PROFILE
Chapter Four
Chapter Five
Chapter Six
Chapter Seven
BIBLOGRAPHY
Chapter Eight
ANNEXURE
I. QUESTIONNAIRES.
INTRODUCTION
INTRODUCTION
OVERVIEW OF AUTOMOBILE INDUSTRY
Bajaj CT100, Hero Moto Corp Splendor+, Honda Unicorn, and Royal Enfield Bullet
350 Delight their Customers
According to the findings of the 2005 total customer satisfaction (TCS) study released on
23rd June 2005, by market information provider TNS, the newly launched Bajaj CT100
and Honda Unicorn rank highest in their respective segments, while Hero Moto Corp
Splendor + leads the competitive 'executive' bikes. Royal Enfield continues to dominate
the niche 'cruiser' bikes with its Bullet 350 recording segment-best ratings. The TCS
study was conducted from April through June 2005 across 21 centres: Ahmedabad,
Ahmednagar, Bangalore, Bhopal, Chandigarh, Chennai, Cochin, Coimbatore, Delhi
(NCR), Gorakhpur, Hyderabad, Indore, Jaipur, Kolkata, Lucknow, Ludhiana, Mumbai,
Patna, Pune, Surat, and Trivandrum. Representing the responses of more than seven
thousand new-motorcycle buyers towards the performance of 40 models in the key areas
of sales satisfaction, product quality, motorcycle performance and design, after-sales
service, brand image, and cost-of-ownership, the 2005 Motorcycle Total Customer
Satisfaction (MTCS) study conducted by TNS specialist division, TNS Automotive, is the
largest syndicated motorcycle study in India. The TCS index score provides a measure of
satisfaction and loyalty a given model or brand enjoys with its customers.
"The overall industry average TCS score remains unchanged compared to 2004," said
Rajeev Lochan, General Manager - Asia Pacific of TNS Automotive. "The gains recorded
by most premium and cruiser bikes are nullified by the lack of improvements in the high
volume standard and executive segments," he added. A commonly observed trend is the
strong performance of new models such as Bajaj CT100, Honda Unicorn, TVS StaR, and
Yamaha Fazer. The common differentiator for all these models is evident in their
relatively higher ratings on product performance & design.
"Among the new models, Honda Unicorn receives the best ratings to overtake Bajaj
Pulsar in the premium segment," comments Lochan. "Product quality and cost of
ownership perception emerge as Unicorn's key strengths."
"While newness generally has a positive rub-off on customer perceptions, this
phenomenon is not universally true," mentions Lochan. "Hero Moto Corp Splendor+
defies the general trend with a strong performance on all measures of customer
satisfaction. Splendor's universal appeal is also evident from its consistent ratings across
regions and over time."The Indian market is extremely sensitive to mileage/ fuel
efficiency - a trend seen since TNS' inaugural study in 2003. While this sensitivity is
generally seen among all types of owners, it is particularly relevant for 'standard' and
'executive' bikes where customers attach a high importance to fuel efficiency.
"Bajaj CT100 benefits from its segment leading rating on fuel efficiency with its owners
also reporting industry-best mileage of 70 kilometers per liter," adds Lochan. "However,
it is important to diffuse focus from fuel efficiency due to the heightened customer
expectations. This is reflected by TVS Centra's performance where satisfaction with fuel
efficiency is relatively lower despite strong mileage figures reported by its owners."
Contrary to the popular belief, women are not as tough a customer as they are made out
to be in a male-dominated world. They are the ones who are easier to satisfy compared to
their male counterparts. According to Scooter Total Customer Satisfaction Survey carried
out by TNS Automotive, women have consistently given higher satisfaction scores to the
scooter models they use barring a few exceptions here or there, which are not significant.
Representing the responses of new-scooter buyers towards the performance of 18 models
in the key areas of sales satisfaction, product quality, scooter performance and design,
after-sales service, brand image, and cost-of-ownership, the 2006 Scooter Total Customer
Satisfaction (STCS) study conducted by TNS Automotive, is the largest syndicated
scooter study ever done in India. It comes close on the heels of the 2006 Motorcycle Total
Customer Satisfaction (MTCS) study released by TNS Automotive a few days ago. ''TNS
has been conducting MTCS for last five years in India which covers only male
customers. For the first time, a syndicated study has been conducted to measure and
highlight the expectations and satisfaction of women riders vis-a-vis men for the scooter
category," says Pradeep Saxena, Senior Vice President, TNS Automotive. The TCS index
score provides a measure of satisfaction and loyalty that a given model or brand enjoys
among
its
customers.
Comparing the companies, which make motorcycles as well as scooters, ironically Bajaj
Auto, the erstwhile scooter king, is the only company whose scooter customers are less
satisfied than its motorcycle customers. In contrast Hero Moto Corp, which has entered
the scooter market recently is able to delight those who bought its maiden offering
Pleasure. As a company, it leads the satisfaction scores among motorcycle owners as well
as scooter owners. Even Kinetic, whose motorcycles are much lower than competition
models, have higher satisfaction than Bajaj when it comes to scooters. The trend is very
similar for TVS and Honda Motorcycle and Scooters (HMSI).But, all is not lost for Bajaj.
When it comes to geared scooters, even Honda finds it difficult to beat 'Hamara Bajaj'. In
this segment, Chetak 4S shares the top honours with Honda Eterno. Though Eterno
scores far higher on Quality, Chetak 4S makes up with a much higher score on sales
satisfaction. Clearly, Bajaj scooter customers are being treated far better than in the
earlier days but the product required a change. Among the ungeared scooters Hero Moto
Corp Pleasure tops the rankings followed by Honda Activa.
"Interestingly though both products share the same broad platform, Pleasure scores
higher on 'Performance & Design' as well as 'Quality', In addition, it rides on the strong
brand image of Hero Moto Corp," explains Pradeep Saxena. However, Pleasure is not
'Just4her', its male buyers are a tad more satisfied than its female owners. In the scooter
segment, TVS Scooty Pep Plus is the king or may be we should call it the queen. This
indigenously developed product takes on the high mighty and is the top scoring model in
the entire scooter industry. It says a lot about the capability of its designers in
understanding the needs of their customers as it is the only model achieving a three digit
score on Performance & Design in 2006 among all two-wheelers. However, Chris Bonsi
adds a word of caution here for the scooters manufacturers. "As per the study, the
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satisfaction with scooters drops much faster with their age (ownership period) compared
to scooters, geared or ungeared. Manufacturers must pay attention to this as this steep fall
happens in the case of 'Quality' and 'Cost of Ownership' - an area very close to the heart
of Indian consumers." The study also shatters a popular myth that north India is
enamoured with geared scooters. In fact, it is the South India that provides the highest
satisfaction scores to this category. On the converse, North Indians are more satisfied
with ungeared scooters.
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Hero Moto Corp, Bajaj Auto and Enfield motorcycles have come out tops in the
customer satisfaction ratings in the 2012 TNS Motorcycle Total Customer
Satisfaction Study conducted by TNS Automotive. The study says that newly
launched motorcycles including the Splendor NXG and CBZ Extreme from Hero
Moto Corp, Discover 135 from Bajaj Auto and Bullet 350 from Enfield have been
ranked highest in their respective segments. The study was conducted by
compiling responses of more than 7,000 new motorcycle buyers as regards the
performance of more than 50 models across parameters like sales satisfaction,
product quality, motorcycle performance and design, after-sales service, brand
image, and cost-of ownership. The index score provides a measure of satisfaction
and loyalty that a given model or brand enjoys among its customers.
Pradeep Saxena, senior VP, TNS India - Automotive said: "The continued efforts
of the industry in bringing down the cost of ownership and providing a good sales
experience have clearly borne fruit. A trend that has been continuing for the past
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couple of years is the strong performance of new models. They tend to get high
ratings on performance and design, an indicator of the growing design capability
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however it is almost 70% in south closely followed by west. Across the country,
close to 24% of current motorcycle owners intend to upgrade to a four-wheeler as
their next vehicle. The propensity to upgrade to a car is higher in the north as
compared to other parts of the country.
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INTRODUCTION:
Satisfaction is a persons feelings of pleasure or disappointment resulting from comparing
a products perceived performance (or outcome) in relation to his or her expectations.
Whether the buyer is satisfied after purchase depends on the offers performance in
relation to the buyers expectations. If the performance falls short of the expectations, the
customer is dissatisfied. If the performance matches the expectations, the customer is
satisfied. If the performance exceeds expectations the customer is highly satisfied or
delighted. A company would be wise to measure customer satisfaction regularly because
one key to customer retention is customer satisfaction. A highly satisfied customer
generally stays loyal longer, buys more as the company introduces new products and
upgrades existing products, talks favourably about the company and its products, pays
less attention to competing brands and is less sensitive to price, offers product or service
ideas to the company, and costs less to serve than new customers because transactions are
routine. When customers rate their satisfaction with an element of the companys
performance - say, delivery. It could mean early delivery, on-time delivery, order
completeness, and so on. The company must also realize that two customers can report
being highly satisfied for different reasons. One may be easily satisfied most of the
time and the other might be hard to please but was pleased on this occasion. A number of
methods exist to measure customer satisfaction. Periodic surveys can track customer
satisfaction directly. Respondents can also be asked additional questions to measure
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repurchase intention and the likelihood or willingness to recommend the company and
brand to others. Companies that do achieve high customer satisfaction ratings make sure
their target market knows it. For customer centered companies, customer satisfaction is
both a goal and a marketing tool. Although the customer-centered firm seeks to create
high customer satisfaction, that is not its ultimate goal. If the company increases
customer satisfaction by lowering its price or increasing its services, the result may be
lower profits. The company might be able to increase its profitability by means other than
increased satisfaction (for example, by improving manufacturing processes or investing
more on R&D). Also, the company has many stakeholders, including employees, dealers,
suppliers and stock holders. Spending more to increase customer satisfaction might divert
funds from increasing the satisfaction of other partner
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ORGANIZATIONAL
PROFILE
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COMPANY OVERVIEW
Yamaha made its initial foray into India in 1985. In August 2001, Yamaha India became a
100% subsidiary of Yamaha Motor Co., Ltd, Japan (YMC). In 2008, Mitsui & Co., Ltd.
entered into an agreement with YMC to become a joint-investor in the motorcycle
manufacturing company "India Yamaha Motor Private Limited (IYM)".
This fully integrated assembly plant is built on the lines of Yamahas globally tried, tested
and successfully implemented standards and meets the global quality benchmarks. The
plant has 3 vehicle assembly lines and 4 engine assembly lines.
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The Faridabad Plant was established in 1965 and was upgraded in 2008 for
manufacturing of machined parts like Gears & shafts, Crank, Clutch Assembly, Crank
Case, Body Cylinder, Head Cylinder.
With a strong workforce of more than 2,000 employees, IYM is highly customer-driven
and has a countrywide network of over 400 dealers. Presently, its product portfolio
includes YZF-R15 Version 2.0 (150cc), Fazer (153cc), FZ-S (153cc), FZ (153cc), SZ-X,
SZ-R & SZ-RR (153cc), SS125 (123cc), YBR 125 (123cc), YBR 110 (106cc), Crux
(106cc) and scooter Ray (113cc) and Ray Z (113cc). Its import portfolio includes VMAX
(1,679cc), YZF-R1 (998cc) and FZ1 (998cc).
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In April 2013, India Yamaha Motor established a functionally independent sales and
marketing entity i.e. Yamaha Motor India Sales Pvt. Ltd (YMIS).
The newly formed Yamaha Motor India Sales Pvt. Ltd. (YMIS) is intended to further
strengthen the Sales & Marketing unit which is responsible for sales & promotion, after
sales service and provision of spare parts. It has been Yamahas constant endeavor to
fortify its brand image and supersede customer expectation. YMIS will continue to
reinforce its relationship with the customers with its YES! YAMAHA! Campaign which
emphasizes on providing the Best 3S Experience Sales, Service and Spare Parts so that
the customer always appreciates Yamaha and accepts the brand like the word YES.
Yamaha Motor India Sales Pvt. Ltd. (YMIS) is currently responsible for the Sales and
promotion of YZF-R15 Version 2.0 (150cc), Fazer (153cc), FZ-S (153cc), FZ (153cc),
SZ-X, SZ-R & SZ-RR (153cc), SS125 (123cc), YBR 125 (123cc), YBR 110 (106cc),
Crux (106cc), Ray (113cc), Ray Z (113cc) and Alpha (113 cc) Scooter. The import
portfolio includes VMAX (1,679cc), YZF-R1 (998cc) and FZ1 (998cc).
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Yamaha Motor Research and Development India Pvt. Ltd. (YMRI) has been established
to function as the motorcycle R&D headquarters for Yamaha Motor Co., Japan. This
initiative is intended to reinforce the global competitiveness of Yamahas engineering,
manufacturing and marketing functions in India.
It was formally established on 18th February 2013 and has been functional since 1st Apr
2013. It is currently operating from the headquarters of India Yamaha Motor Pvt. Ltd.,
Surajpur. .
YMRI is the fifth overseas R&D headquarters for Yamaha Motor Group following Italy,
Taiwan, China, and Thailand.
Yamaha Motor Research and Development India Pvt. Ltd. (YMRI) functions as the core
of the Integrated Development Center (IDC) concept. In addition to R&D activities,
global part sourcing activities have been included into the IDC. The 1st such center was
established as ASEAN Integrated Development Center in Thailand in 2012.
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We will establish YAMAHA as the "exclusive & trusted brand" of customers by "creating
Kando" (touching their hearts) - the first time and every time with world class products &
services delivered by people having "passion for customers".
Be the Exclusive & Trusted Brand renowned for marketing and manufacturing of
YAMAHA products, focusing on serving our customer where we can build long term
relationships by raising their lifestyle through performance excellence, proactive design
& innovative technology. Our innovative solutions will always exceed the changing
needs of our customers and provide value added vehicles.
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Build the Winning Team with capabilities for success, thriving in a climate for action and
delivering results. Our employees are the most valuable assets and we intend to develop
them to achieve international level of professionalism with progressive career
development. As a good corporate citizen, we will conduct our business ethically and
socially in a responsible manner with concerns for the environment.
Grow through continuously innovating our business processes for creating value and
knowledge across our customers thereby earning the loyalty of our partners & increasing
our stakeholder value.
Customer #1
We put customers first in everything we do. We take decisions keeping the customer in
mind.
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Challenging Spirit
We strive for excellence in everything we do and in the quality of goods & services we
provide. We work hard to achieve what we commit & achieve results faster than our
competitors and we never give up.
Team-work
We work cohesively with our colleagues as a multi-cultural team built on trust, respect,
understanding & mutual co-operation. Everyone's contribution is equally important for
our success.
We are honest, sincere, open minded, fair & transparent in our dealings. We actively
listen to others and participate in healthy & frank discussions to achieve the
organization's goals.
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The new Surajpur plant has been inaugurated by Mr. T.Kazikawa C.E.O & MD Yamaha
Global on 6th July 2009, which have capacity to produce 6 lakh motorcycles annually
including Fazer followed by FZ-16, FZ-S, YZF-R15 and other models. The plant capacity
can be augmented up to 1 million units.
This fully integrated assembly plant is built on the lines of Yamahas globally tried, tested
and successfully implemented standards and meets the global quality benchmarks. At the
core are the 5-S and TPM activities that fuel its Manufacturing Processes. The plant has 3
vehicle assembly lines and 4 engine assembly lines including one dedicated for export
engines. The engine and vehicle assembly lines are synchronized and incorporate
concepts of Unit Assurance i.e. Complete Product Assurance, Parts Assurance through
100% kit supply on lines and synchronization of parts storage, supply and production.
The innovative production processes along with high tech final assurance processes are
aimed to achieve Zero Claims at our dealers and thus, a highly satisfied customer base.
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HISTORY
Genichi Kawakami was the first son of Kaichi Kawakami, the third-generation president
of Nippon Gakki (musical instruments and electronics; presently Yamaha Corporation).
Genichi studied and graduated from Takachiho Higher Commercial School in March of
1934. In July of 1937, he was the second Kawakami to join the Nippon Gakki Company.
He quickly rose to positions of manager of the company's Tenryu Factory Company
(musical instruments) and then Senior General Manager, before assuming the position of
fourth-generation President in 1950 at the young age of 38.
In 1953, Genichi was looking for a way to make use of idle machining equipment that
had previously been used to make aircraft propellers. Looking back on the founding of
Yamaha Motor Company, Genichi had this to say "While the company was performing
well and had some financial leeway, I felt the need to look for our next area of business.
So, I did some research." He explored producing many products, including sewing
machines, auto parts, scooters, three-wheeled utility vehicles, and motorcycles. Market
and competitive factors led him to focus on the motorcycle market. Genichi actually
visited the United States many times during this period.
When asked about this decision, he said, "I had my research division chief and other
managers visit leading motorcycle factories around the country. They came back and told
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me there was still plenty of opportunity, even if we were entering the market late. I didn't
want to be completely unprepared in this unfamiliar business so we toured to German
factories before setting out to build our first 125cc bike. I joined in this tour around
Europe during which my chief engineers learned how to build motorbikes. We did as
much research as possible to insure that we could build a bike as good as any out there.
Once we had that confidence, we started going."
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Dealers
Our Brand Image speaks for itself. Complementing the Marketing team is our vast
and strong Dealer network - the backbone of our vital marketing operations.
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Our dealer network works on the "3S" fundamentals of -SALES SERVICE and
SPARE PARTS under one roof. With a strongly dedicated team of Sales and Service
engineers, IYM targets the fulfillment of customer's needs. Every single customer
matters to us. Together the 3S operate in tandem to serve our customer and forge an
everlasting bond with them.
Exports
IYM is an active player in the exports market. Currently, we export motorcycles to
50 countries in Asia, Africa, Australia and Central and South America. The export
Product line boasts of Crux, FZ Series, SZ Series and R15.
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We are consolidating our position in the exports arena and rapidly expanding our
presence.
Strengthening our reputation as an export base for YMC global operations, we are
bright and optimistic about our emergence as a top-notch bike exporter of India.
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BUSINESS MODEL
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Substitutes
Yamaha does not have substitutes in India currently for its diesel offerings except for
the recently launched GM Optra and Hyundai Sonata. But Yamaha easily scores over
these products due to the brand recognition and loyalty it carries in the country. VW
offers the widest range of diesel cars in the D segment. Niche products like Lamborghini
& Bentley do not have competitors in the Indian market.
Competitors
Honda, Toyota, GM, Hyundai are its direct competitors.
SWOT ANALYSIS
Strengths
1) VW has boosted quality more than any other carmaker in the past five years, cutting
defects by 60%.
2) Their "family culture", no leading brand.
3) The VW group has the flagship of some of the biggest and most trustworthy brands in
the automobile industry.
4) Strong Procurement department with Sustainability in Supplier Relationships.
5) Strong CSR activities bringing together wealth creation and value orientation.
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Weaknesses
1) VW still trails Toyota, Mercedes, Nissan, and Honda in overall quality.
2) VW's cost of capital is relatively higher than Daimler's.
3) VW bungled its communications with investors.
4) It was late in inculcating the policies of Lean and JIT approach that Toyota was using
for many years.
5) Bad publicity due to being sued by GM.
Opportunities
1) Growth potential in the American and Asian markets.
2) Due to its very good results on the stock exchange, VW may expect to attract
numerous new investors
3) Potential decrease in Cost with their Production Strategy.
Threats
1) A softening in auto sales in Europe and South America.
2) Risk of self-cannibalization between VW's brands, like top of the line VW's models
and bottom of the line Audi's.
3) Risk of brand dilution owing to confusion between the VW Passat and the Audi A4.
4) Ever increasing fuel costs.
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Product
The Yamaha Touareg which is sold across India is made up of engine, seating, braking
technology, etc. which is jointly developed with Porsche (which is another car company
Yamaha acquired in the year 2009). But earlier the Touareg was developed as a business
venture between the 2 car companies; also the Touareg was fully serviced and
given warranty by Yamaha. This enabled the customer loyalty towards Yamaha.
Price
In its 61 dealerships across India VW offers a high price for their cars as compared to
their competitors Ford & Honda. But it makes up for those high prices by giving their
customers an interest rate of a mere 4.5% to 5% as compared to 8% interest rates on the
car loans given by banks to other car makers. This can be attributed to Yamahas Financial
Services, which it operates solely to support its car sales to its customers.
Promotion
V-dubs Rock promotion:
Anyone who purchases or leases any 2007 Yamaha model or select 2006 models will get a
custom First Act Garage Master electric guitar
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People who purchase a 2003Yamaha Beetle sedan can get a complimentary Apple iPod.
Space Adventures:
Yamaha Brazil launched a countrywide promotion in May of 2004, giving away a
suborbital space flight
VW has developed and published 4different podcast series. This is the best example on
the planet of how podcasting is a powerful new media marketing, sales and branding tool.
Go Slow Concept
MSN to support its new sales promotion in 2005, which was designed to launch the new
go slow concept of the new Beetle. The number of catalogues requested during the period
when ads were submitted exceeded the initial forecast. The presentation of Go Slow
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lifestyles actively engaged the audience and led the viewer to subsequent scenes by combining the
contents of articles, graphics, and video clips.
MARKETING COMMUNICATION:
Modern marketing is the management of the 4Ps- product, price, place, promotion. In
a sense of entire marketing process has a large content of communication. For instance,
the product communicates a distinctive image such as youthfulness, glamour or prestige.
The brand name communicates physical and physiological attributes of the product. The
package communicates to the manufacturer thinks of his convenience and the since of
beauty. This price communicates the equity of the products. These are communication
between buyer & seller i.e. the distribution channel. Thus each elements of the marketing
mix either helps or hinders communication and ultimately the sales effort.
The marketing communication or promotion mix consists of five
major tools:
1. Advertising
2. Sales promotion.
3. Publicity
4. Personal selling
5. Public relation.
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Quality:
Quality is a vital ingredient of a good brand. Remember the core benefits the things
consumers expect. These must be delivered well, consistently. The branded washing
machine that leaks or the training shoes that often falls apart when wet will never develop
brand equity.
Research confirms that, statistically higher quality brands achieve a higher market share
and higher profitability that their inferior competitors.
Positioning:
Positioning is about the position a brand occupies in a market in the minds of consumers.
Strong brand have a clear, often unique position in the target market. Positioning can be
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achieved through several means, including brand name, image, service standard, product
guarantees,
packaging and the way in which it is delivered. In facts, successful positioning usually
requires a combination of these things.
Repositioning:
Repositioning occurs when a brand tries to change its market position to reflect a change
in consumers taste. This is often required when a brand has become a tired, perhaps
because its original market has matured or has gone into decline.
Communications:
Communications also play a key role in building a successful brand. We suggested that
brand positioning is essentially about customers perceptions- with the object to build a
clearly defined position in the minds of target audiences. All elements of the promotional
mix need to be used to developed and sustain customers perceptions. Initially, the
challenge is to build awareness, then to develop the brand
personality and reinforce the perception.
First-mover advantage:
Business strategists often talk about first-mover advantage. In terms of brand
development, by first-mover they mean that it is possible for the first successful brand
in a market to create a clear positioning in the minds of target customers before the
competition enters the market. There is plenty of evidence to supports this.
Long-term perspective:
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It leads into another factor in brand-building. This needs to invest in the brand over the
long-term. Building customer awareness, communicating the brands message and
creating customers loyalty takes time. This means that management must invest in a
brand, perhaps at the expense of short- term profitability.
Internal marketing:
Finally management should ensure that the brand is marketed internally as well as
externally. By this we mean that the whole business should understand the brand values
and positioning. This is particularly important in service businesses where a critical part
of the brand value is the type and quality of service that a customer receives.
Think of the brand that you value in the restaurant, hotel and retail sectors. It is likely that
your favorite brands invest heavily in staff training so that the face-to-face contact that
you have with the brand helps secure your loyalty.
OBJECTIVE OF BRAND POSITIONING:
In the below there are main objectives of brand positioning,
1. Marketing:
This is where you state what youre setting out to do. Branding is about changing minds.
Marketing is about overcoming obstacles to the sell. An objective is something specific
you want to accomplish. So a brand marketing objective can be thought of as how youre
going to change customers minds about the obstacles that are preventing them from
buying your product.
Example:
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The brand marketing objective for the [YAMAHA] is to prompt a change in consumer
attitude/perception.
2. Promise :
Make a one-sentence promise that matters to your customer, is unique to your
organization or product and above all believable. This promise should indicate what the
product is and whom its for.
3. Brand Attributes :
These are wordsthink talking pointsfrom your brand promise that are leveraged in
your brand-building communications.
4. Brand Category:
Your brand category helps you focus on where you are competing, and where youre not.
In case you dont know your category, ask your customers. Try to dominate your
category.
5. Brand Positioning:
This is a one sentence positioning statement that shows how you are different, better or
more special than your competition. This is the message you plan to put into the minds of
potential customers, consumers, etc. when they think of your company or products.
6. Positioning Anchors:
This is the evidence you supply to back up your promise (especially useful for
development). This information is vital to your marketing efforts.
7. Advertising:
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Heres where you would list all of your advertising placements. This data would include
the medium, vendor, description, size, execution date, due date, number of
impressions and cost. These efforts should align with both your customers and brand
message.
8. Budget:
Details how much money you are investing in this brand positioning.
NEED FOR BRANDING:
Separate your brand from your competitors in a unique way
Relevant and motivating to your customers
Prospects and channels-it gives you value and make you special.
Enhance your perceived value, there by supporting premium pricing, sheltering you
from low price competition.
Contributing to share holder value.(Companies like Morgan Stanley look to evidence
of brand strength in setting buy ratings.)
Provide resilience in times of negative press.
Enable you to launch new products more quickly and cost effectively.
THE ADVANTAGES OF BRANDING:
Every product requires having identity or naming so that it could be identified hence
easy to process order.
Legal protection to features
Only products with unique features attract customers
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PRODUCT STRATEGY
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Tie up with Adani group for exporting 200,000 units through Mnudra
port Gujarat
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Advertising Strategy
Persuasion Advertising
Information Advertising
BTL - Sponsorships
Sales Promotions
Product warranties
Premiums (gifts)
Trade shows
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BTL
Information Advertising,
Sales Promotions
Product warranties
Premiums (gifts)
Trade shows
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& exhibitions and various other non-recurrent selling effort not in ordinary
routine.
Sales promotions targeted at the customer are consumer sales promotion &
sales promotion targeted at retailers & wholesale are trade sales promotion.
Stimulate Demand.
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SALES PROMOTION
MEANING
OBJECTIVES
METHODS
1. Price-off Offers
2. Premium
3. Coupons
Offer of an article of
To encourage purchase,
merchandise as an incentive in
To encourage product
to redeem a specific standard trail, build loyalty, tradecertificate for a product/article up regular users, stimulate
free or in part payment.
SALES
re-purchase rate.
MEANING
OBJECTIVES
discount.
cash recovery.
5. Dealer Sales
Contests
PROMOTION
METHOD
4. Discounts
sales performance
6. Trading
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stamps
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lucky draws
factor.
company
sale of a brand.
advertising campaign.
impact on consumer
scheme/contest offered.
8. Point-of-Purchase
9. Dealer gifts
product.
retailers etc.
Cold calling
Bank visit
Road shows
55
Events
Mega events
Advertisements
56
OBJECTIVE AND
METHODOLOGY
57
RESEARCH METHODOLOGY
58
1.To decide objective of the Study:This step is also research problem. problem definition is the most critical part of the
research process. research problem definition involves specifying the information needed
by management. The main objective of the study are:
59
Reason for selecting primary data:In terms of primary data a questionnaire has been used to interview desire sample units
that give accurate and up to data information as well better to research problem.
Research approaches: - Primary data can be collected in five main ways: through
Observation, focus groups, surveys, behavioral data, and experiments.
60
61
Secondary data can be gathered quickly and inexpensively, compared to primary data, it
is clear useful to study analyzing the recent development in the telecom industry.
Contact methods:- Once the sampling plan has been determined, the marketing researcher
must decide how the subject should be contact:
Mail questionnaire: - The mail questionnaire is the best way to reach people who
would not give personal interviews or whose responses might be biased or
distorted by the interviewers. Mail questionnaires require simple and clearly
worded questions.
Telephone interview: - Telephone interviewing is the best method for gathering
information quickly; the interviewer is also able to clarify questions if
respondents do not understand them. The response rate is typically higher than in
the case of mailed questionnaires.
Personal interview: - Personal interviewing is the most versatile method. The
interviewer can ask more questions and record additional observations about the
respondent, such as dress and body language. Personal interviewing takes two
forms. In arranged interviews, respondents are contacted for an appointment, and
often a small payment or incentive is offered. Intercept interviews involve
stopping people at a shopping mall or busy street corner and requesting an
interview.
Online interviews: - There is increased use of online methods. There are so many
ways to use the Net to do research. In this method, researcher can include a
questionnaire on its Web site and offer a people to answer the questionnaire.
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4.To decide from of data collection:For this project survey method was selected which was carried through person interview.
Because information from different customers was required.
5. To organize & collect data:Once the researcher has formulated and development a research design including
questionnaire second thing he has to decide whether he has to collect the information.
From all the targeted customers. There can be two types of survey are possible.
Sample Survey
Census Survey
For this project sample Survey war chosen
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Sample is the true representation of the population by studying of the sample we can
predict the behavior of the population.
Sample Size: 100 (in this case)
Method of Sampling:In this project, the survey was done within the market that means probabilistic
convenience Sampling was carried out.
6. To process & analyze data:After the data was collected it was tabulated, analyzed and interpreted to the conclusion
reach.
Techniques Applied
Bar Chart:- A chart in which the length of the bar represents the amount of the
item associated with the bar.
Pie Chart:- A circle divided in to sections, such that each section represent the
percentage of the total area of a circle associates with one variable.
Types of Research
Along with this there may be 3 type of research methodology these are : Exploratory Research
Descriptive Research
Casual Research
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Exploratory Research
The objective of this research is to gather preliminary information that will help us to
define the problem and to suggest any hypothesis.Which means first we have to
define the problem and research objective? Then we have to develop the research
plan for collecting information. Now after collection data we have to interpret those
data for any suggestion,
65
ANALYSIS AND
INTERPRETATION OF
DATA
66
DATA ANALYSIS
Q.1) How long have you been associated with Yamaha?
Less
Knowledgeable
person
1year
sales
33
1 to
than years
24
67
3 3 to
years
21
5 5 to 10 10
and
years
above
9
agree
84
86% people agreed that the sales persons are knowledgeable and 14%
strongly disagreed that the sales persons are knowledgeable.
68
Strongly
agree
14
agree
64
Strongly
agree
36
64% people agreed that the sales persons spent enough time with them before the sales
and 36% strongly agreed with this.
69
70
agree
62
Strongly
agree
34
71
agree
54
Strongly
agree
24
agree
94
Strongly
agree
94% agreed that the display of merchandize was attractive and 6% strongly agreed that
the display of merchandize was attractive.
72
agree
Strongly
agree
91
91% agreed that the availability of the product was there, 5% strongly agreed that the
availability was there while only 4% said they disagreed with this.
73
agree
87
Strongly
agree
74
agree
Strongly
agree
82
16
82% agreed that the vehicle was in good condition when delivered ,16%
strongly agreed with this whereas only 2% disagreed with this.
75
12
15
agree
Strongly
agree
21
52
64% strongly agreed that the prices are affordable , 21% agreed that the prices are
affordable whereas only 15% said that they neither disagreed nor agreed with this.
76
26
agree
Strongly
agree
47
27
55% agreed that the discounts offered are attractive , 34% strongly agreed with this while
11% disagreed and said that the discounts offered were not attractive.
77
Very Bad
Bad
Neither Bad
Nor Good
3
24
78
Good
Very Good
44
F 32
CONCLUSION AND
SUGGESTION
79
80
From the study I found that 86% of the respondents says that Advertisement &
sales promotion activities plays a very vital role in purchasing the competitors
Yamaha. Though customers see Quality first while purchasing the Yamaha, but to
know the quality of the brand they must use it, for that they must first know which
brands is available in the market, for which advertisement is essential. So both
advertising & sales promotion activities plays a vital role in purchasing the
Yamaha.
I found from secondary that Trade shows, Trade allowances & Contests &
Incentives & Wall paintings & Print Media like;Newspapersthese are
Advertisement & sales Promotion Activities adopted by the Yamaha to promote
their brand. But only 54% of the respondents are aware about the Yamaha brand.
Inspite of all these Advertising & Sales Promotion activities nearly 50% of the
respondents are not aware about the Yamaha brand. This shows that there is lack
of Advertisements. Advertising done by the Yamaha is not at all effective So you
have to improve the Advertisements like; using Hoardings & doing Wall paintings
in the crowded areas where thousands of people were moving daily, find such
81
places & do the wall paintings & Hoardings their. & also use print Media ads
like; giving ads in local Newspapers Vijay Karnataka & Prajavani. Trade
shows(Technical Meets) mainly of Engineers Contractors, Dealers & Masons is
also one of the effective advertising technique. Where sales person plays a very
important roleSo Try to do Trade shows once in every Three months & do follow
up. It will help to position in the minds of the customers your brand & make the
brand awareness & Identity in the market.
BANDA shakti , Vijay shakti & Lokapur Yamaha are the rivals for Yamaha ,
among which BANDA shakti has used very Good Advertisements & Sales
promotion strategies, & acquired maximum customers in BANDA city. As
compared to BANDA shakti, Yamaha sales promotion strategies are good but it
only lacks in Advertisements. So adopt the Advertisement & sales promotion
strategies given above to beat the competitor.
The main factor influencing customers to purchase their product is Quality, then
later comes Price & Easily availability. So there is great opportunity for the
Yamaha if they improve & maintain quality, others price & easily availability is
already there. So Improve & maintain Quality.
82
LIMITATION
83
The sample was chosen randomly which might not be the actual representatives of
the total population, due to which there may be an error
Information is partially based on secondary data & hence authenticity of the study
can be visualized & is measurable
84
BIBLIOGRAPHY
85
BIBLIOGRAPHY
www.google.com
www.Yamaha.com
Automobile Magazines
Marketing Management by Philip Kotler
Kothari. C. R, Research Methodology, New Age International(P) Ltd., New Delhi
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ANNEXURES
QUESTIONNAIRE
PERSONAL INFORMATION
NAME:-...................................................... AGE..............................................................
OCCUAPTION:-...............................................................................................................
LOCATION:-....................................................................................................................
MOBILE NO:-..................................................................................................................
Q.1
Q.2
b) 3 to 5 years
c) 5 to 10 years
d) 10 and above
b) Disagree
d) agree
e) Strongly agree
87
Q.3
Q.4
Q.5
b) Disagree
d) agree
e) Strongly agree
Display of Merchandize
a) Strongly disagree
b) Disagree
d) agree
e) Strongly agree
b) Disagree
d) agree
88
e) Strongly agree
Q.6
Q.7
Q.8
Variety/Selection of Merchandize
a) Strongly disagree
b) Disagree
d) agree
e) Strongly agree
b) Disagree
d) agree
e) Strongly agree
b) Disagree
89
Q.9
Q.10
Q.11
d) agree
e) Strongly agree
b) Disagree
d) agree
e) Strongly agree
b) Disagree
d) agree
e) Strongly agree
b) Disagree
90
Q.12
d) agree
e) Strongly agree
b) Disagree
d) agree
e) Strongly agree
91