Académique Documents
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A
Project Report
On
“A STUDY OF MARKETING MIX OF HONDA WITH RESPECT
TO RUSHABH HONDA pvt Ltd, NASHIK”
Submitted by
Submitted to
UNIVERSITY OF PUNE
CERTIFICATE
Submitted by
PRASHANT TUPLONDHE
To
University of Pune
Date:
Place:
Director,
ACKNOWLEDGEMENT
PRASHANT.K.TUPLONDHE
DECLARATION
The matter presented in the report is not copied from any other
report.
The work has not been submitted for the award of any other
degree/ diploma either to Pune University or any other universities.
SIGNATURE:-
CONTENTS
Chapter Topic
Chapter -1 INTRODUCTION
1.1 Selection of the Topic
1.2 Objectives of Study
1.3 Scope
1.4 Assumptions
1.5 Limitations of the study
INTRODUCTION
1.4 Scope
The study of Rushabh Honda pvt Ltd helped me to gain the
practical knowledge in the field of marketing.
As the subject “Marketing Mix of Honda”, more stress is given on
marketing mix and their products.
It helped me to acquire the information about marketing mix of
Honda.
This project relates with what specifically marketing mix is, what
its elements are and how they coincide to produce a
comprehensive, cohesive and effective sales strategy.
It is important to remember that how Honda product is perceived
by the customers is dependent on the target market.
All the elements of the marketing mix(Product, Price, Promotion,
Physical distribution) should be developed according to who the
target market is?, what their needs are? and how the Honda wants
its product to be perceived?
Primary Data
• Personal interaction with company dealers and the customers of
the brand.
Secondary Data
• Collection information from the internet.
• Collection of information on history of company and its products
through the web site.
DATA COLLECTION
Primary Secondary
Technique Survey
Organizational Profile
PROFILE OF HONDA FOR TWO WHEELERS
Fax: - 0253-2509090.
No of staff: - 67
CONCEPTUAL
BACKGROUND
MARKETING
Introduction
Product
Price
Promotion
Physical distribution
Product Place
Target
Market
Price Promotion
Product
The Product Life Cycle (PLC) is based upon the biological life cycle.
For example, a seed is planted (introduction); it begins to sprout
(growth); it shoots out leaves and puts down roots as it becomes an adult
(maturity); after a long period as an adult the plant begins to shrink and
die out (decline).
The Customer Life Cycle (CLC) has obvious similarities with the
Product Life Cycle (PLC). However, CLC focuses upon the creation of
and delivery of lifetime value to the customer i.e. looks at the products
or services that customers NEED throughout their lives.
Price
Sales volume
Profit margin
Return on investment
Trade margin
Product image
New development
Promotion
Sales promotion
Advertising
Direct Marketing
Public relation
Sales force
Duration of promotion
Distribution vehicle
Timing of promotion
Physical Distribution
Transportation
Warehousing
inventory management
Scope of Marketing
Management science
Rising competitive demand
CHAPTER
MARKETING MIX
OF HONDA
Product Mix
1) ACTIVA
Perfectly designed with
technology, Honda Activa is more than
just a scooter. The tyres have double
layered tubes with fluid in between
that seals the air leakage in case of a
puncture to a puncture-free ride. It has comfortable and broad seat with
powerful headlamp that brightens up the dark roads for safe driving
ENGINE
ELECTRICALS
• BATTERY 12v,5AH
• HEAD LAMP 35W
BRAKES
1) ETERNO
Eterno has a 4 stroke powerful 150 cc
engine, providing a handsome mileage.
Runs smoothly as it has dual spring
suspension, even on bad and bumpy roads.
This fuel efficient scooter is great on pick
up. Comfort seating, spacious foot board, handle position etc ensure the
complete riding experience
ENGINE
• TYPE 4STROKE, SINGLE CYLINDER
• DISPLACEMENT 147.7CC
ELECTRICALS
• BATTERY 12V
• HEAD LAMP 35W
BRAKES
• FRONT DRUM,130 MM DIA
• REAR DRUM,130 MM DIA
HONDA SHINE
Honda shine has 4 stars
ratings it has 103bhp @
7500rpm. 124.6 cc cubic
capacity. It cost is 49,475 to
59,000. It is available in
three colors Red, Black and
Blue .
ENGINE
• TYPE NA
• DISPLACEMENT 124.6CC
BRAKES
• FRONT 240mmDISC
• REAR 240mmDISC
2) DIO
Its stylish aero-dynamic, sleek, wedge
design body is really compatible with multi
reflector head light. Passenger's comfort is
the assurance of its specially designed seat
with enough leg room and ample space in
under seat luggage box. Appealing structure, fuel efficient with 4 stroke
single cylinder and powerful OHC engine makes it more preferred
vehicle
ENGINE
• TYPE 4STROKE, SINGLE CYLINDER
• DISPLACEMENT 102CC
BRAKES
• FRONT DRUM,130 MM DIA
• REAR DRUM,130 MM DIA
STUNNER
Its stylish aero-dynamic,
sleek, wedge design body is
really compatible with multi
reflector head light. It has
rating 4 star the bike is
equipped with 11bhp and
Has 125 cc cubic capacity. The cost of bike is 50,976 to 64,000
ENGINE
• TYPE 4 STROKE
• DISPLACEMENT 125CC
BRAKES
• FRONT DISC
• REAR DISC
FUEL TANK NA
Aviator
Exuding style from the word go,
the Aviator is for those who
don't have to try hard to
impress. Topped up with classy
features, it adds to your quotient
in more ways than one. Yes, the
Aviator is here. And it's time
for you to arrive. In style
ENGINE
• TYPE 4STROKE, SINGLE CYLINDER
• DISPLACEMENT 102CC
BRAKES
• FRONT DRUM,130 MM DIA
• REAR DRUM,130 MM DIA
UNICORN
Powered by a newly
developed Honda 4-stroke
150cc engine and
incorporating many cutting-
edge technologies developed
by Honda's global R&D
team, Unicorn sets new benchmarks for premium motorcycles in India
with its swift acceleration superior mileage, captivating style, riding
comfort and convenience. Unicorn is engineered and styled for the
tastes of the younger generation having focused vision in lives. With the
4-stroke 150cc engine delivering a whooping 13.3 bhp, Unicorn is the
fastest premium motorcycle in India racing from 0 to 60 kms per hour in
a mere 5 seconds. Unicorn has a distinctive sporty and macho design
with a racy front face, masculine fuel tank with knee grip and a natty
rear
ENGINE
• TYPE 4 STROKE
• DISPLACEMENT 149.1CC
ELECTRICALS
• BATTERY 12V
• HEAD LAMP 35W
BRAKES
• FRONT 240mmDISC
• REAR 240mmDISC
Promotion
• Via Internet:-
• By Participating in Exhibitions:-
• Through Pamphlets: -
Through pamphlets they can advertise about their products
by distributing and meeting. Each person personally they can advertise
about themselves home to home.
• Through Hoardings: -
• News Papers: -
.
Physical Distribution
HONDA
|
|
V
Authorized Dealer
|
|
V
Buyer
HONDA
|
|
V
RUSHABH HONDA PVT.LTD (NASHIK)
|
|
V
CONSUMER
CHAPTER
DATA ANALYSIS
AND
INTERPRETATION
Yes No
50 10
No Slice 4
3
Yes
1 2 3 >3
32 15 2 1
3 >3
hero
yamaha suzuki honda
TVS
honda bajaj
Yes No
36 14
Slice 4
3
no
yes
Yes No
27 23
Slice 4
3
no
yes
Q6) if given a chance to change your bike, which company you will
prefer?
Honda
Bajaj
Q7) if given a chance to buy a Honda bike which would you prefer?
Activa
Unicorn
Aviator
Eterno Shine
Dio
Stunner
blaze
aviator
activa
Yamaha
Pulsar
CBZ
Stunner
Karizma
CHAPTER
CONCLUSION
Conclusions
CHAPTER
RECOMMENDATION
Recommendation
To increase the sales of their bikes the company and dealers should
give discounts and take some promotional activities.
CHAPTER
BIBLIOGRAPHY
Marketing management - Philip Kotler
www.hondamotors.com
www.rushabh_tw@reddiffmail.com
ANNEXTURE
Questionnaire
Q6) If given a chance to change your bike, which company you will
prefer?
Q7) If given a chance to buy a Honda bike which would you prefer?