A PROJECT REPORT

ON
BRAND IMAGE OF YAMAHA AND ITS COMPETITORS

IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION (MBA)

Submitted By: pradeep kumar singh MBA-III Sem.

SUBMITTED TO: Miss.Padma Sharma

ARYA COLLEGE OF ENGG. &RESEARCH CENTRE, JAIPUR

SESSION 2010-2012

ACKNOWLEDGEMENT

Sincere gratitude is due to industry guide Mr. Ankur suri, Asst. Manager (Product Planning and Brand Management), India Yamaha Motor, Surajpur Plant, Greater Noida (U.P.) for mentoring. It is the result of his esteemed guidance that this project culminated. Special thanks are due to Miss.padma Sharma esteemed faculty guide for all the efforts he took to mentor me regarding the project gratitude is also due to all the team of Product Planning and Brand Development, India Yamaha Motor Pvt. Ltd., Surajpur, for their guidance.

Pradeep kumar singh

DECLARATION

I, Pradeep kumar singh student of Arya engg.&research centre,jaipur hereby declare that the project entitled Brand Image Of Motor Cycles, With Emphasis on Products From India Yamaha Motor Pvt. India Ltd. at Yamaha Motor India Ltd., is the original work done by me and the information provided in the study is authentic to the best of my knowledge. This study report has not been submitted to any other institution or university for the award or any other degree. This report is based on my personal opinion hence cannot be referred to legal purpose.

(Pradeep kumar singh)

TABLE OF CONTENT
Subject

1. 2. 3.

Introduction to the Industry Introduction to the Organization Research Methodology 3.1. 3.2. 3.3. 3.4. 3.5. 3.6. 3.7. Title of the Study Duration of the Project Objective of Study Type of Research Sample Size and method of selecting sample Scope of Study Limitation of Study

4. 5. 6. 7. 8. 9. 10.

Facts and Findings Analysis and Interpretation SWOT Conclusion Recommendation and Suggestions Appendix Bibliography

INTRDOCTION
Yamaha's history goes back over a hundred years to 1887 when Torakusu Yamaha founded the company, which began producing reed organs. The Yamaha Corporation in Japan (then Nippon Gakki Co., Ltd.) has grown to become the world's largest manufacturer of a full line of musical instruments, and a leading producer of audio/visual products, semiconductors and other computer related products, sporting goods, home appliances and furniture, specialty metals, machine tools, and industrial robots. The Yamaha Motor Corporation, Ltd., begun on July 1, 1955, is a major part of the entire Yamaha group, but is a separately managed business entity from the Yamaha Corporation. The Yamaha Motor Corporation is the second largest manufacturer of motorcycles in the world. Yamaha Motor Corporation owns its wholly-owned subsidiary in the U.S. called Yamaha Motor Corporation, USA, that is handling not only motorcycles, but also snow mobiles, golf carts, outboard engines, and water vehicles, under the brand name of Yamaha as well. In 1954 production of the first motorcycles began, a simple 125cc single-cylinder two-stroke. It was a copy of the German DKW design, which the British BSA Company had also copied in the post-war era and manufactured as the Bantam. The first Yamaha, the YAI, known to Japanese enthusiasts as Akatombo, the "Red Dragonfly", established a reputation as a well-built and reliable machine. Racing successes helped boost its popularity and a second machine, the 175cc YCI was soon in production. The first Yamaha-designed motorcycle was the twin-cylinder YDI produced in 1957. The racing version, producing 20bhp, won the Mount Asama race that year. Production was still modest at 15,811 motorcycle, far less than Honda or Suzuki. The company grew rapidly over the next three years and in 1959 introduced the first sports model to be offered by a Japanese factory, the twin-cylinder YDSI with five-speed gearbox. Owners who wanted to compete in road racing or motocross could buy kits to convert the machine for both road and motocross racing.

By 1960 production had increased 600% to 138,000 motorcycles. In Japan a period of recession followed during which Yamaha, and the other major Japanese manufacturers, increased their exports so that they would not be so dependent on the home market. To help boost export sales, Yamaha sent a team to the European Grand Prix in 1961, but it was not until the 1963 season that results were achieved. After the Korean War the American economy was booming and Japanese exports were increasing. In 1962 Yamaha exported 12,000 motorcycles. The next year it was 36,000 and in 1964 production rose to 87,000. In 1963 Yamaha had produced a small batch of 250CC road racing motorcycles for sale, the aircooled, twin-cylinder TDI. Ever since then Yamaha has built and sold motorcycles that could be raced successfully "straight out of the crate", and as a consequence Yamaha machines have won more road races than any other make, exposing Yamaha to a good deal of publicity. By 1965 production was 244,000 units, split about 50/50 between home and export sales. One of the biggest drawbacks to the sales of two-strokes was that the rider had to mix oil with their gas. Yamaha technicians accomplished a major technical feat by the development and introduction of a new Autolube system. Basically an oil tank that fed lubricant to a pump that metered oil to the big ends, main bearings and cylinder barrels. It proved very reliable and did away with mixing oil and gas at every fill up. The first overseas factory was opened in Siam in 1966 to supply Southeast Asia. In 1967 Yamaha production surpassed that of Suzuki by 4,000 at 406,000 units. Yamaha established a lead with the introduction of the first true trail bike "the 250cc single-cylinder DTI". The company also developed a two-liter, six-cylinder, double overhead-camshaft sports car unit for Toyota Motor. Which proved helpful when Yamaha produced their own high-performance fourstroke motorcycles. In 1969 Yamaha build a full size road racing circuit near their main factory at Iwata.

By 1970 the number of models had expanded to 20 ranging from 50cc to 350cc, with production up to 574,000 machines, 60% of which were for export. That year Yamaha broke their twostroke tradition by launching their first four-stroke motorcycle, the 650cc XSI vertical twin modeled on the famous Triumph twins. Yamaha realized the long-term potential of the two-stroke engine and continued to develop two-stroke bikes, concentrating on engines 400cc and under. In 1973 production topped one million (1,000,000) motorcycles per year for the first time, leaving Suzuki way behind at 642,000 and catching up on Honda's 1,836,000. During the 1970's Yamaha technicians concentrated on development of four-stroke models that were designed to pass the ever-increasing exhaust emission laws and to be more economical than the two-strokes that had made Yamaha's fortune. Over the years Yamaha produced some less successful motorcycles:

The TX750 twin of 1972. The TX500 double overhead-camshaft, four-valve per cylinder, twin of 1973. The XS750 shaft-drive, double overhead-camshaft, three cylinder of 1976. And the XS Eleven, four-cylinder of 1977, was at the time the biggest bike produced by a Japanese manufacturer.

Other four-strokes were more successful, notably. The XT500 single-cylinder trail bike of 1976. And the XS350 single overhead-camshaft, twin.

In the 70's the RD twin cylinder sports models were a big success as well as the RD250LC and RD350LC water-cooled versions that replaced them in the eighties which were based on the famous TZ race bikes. Production in 1980 was 2,214,000, with export sales of 1,383,000. In the 1980's the company introduced the compact XJ four cylinder models, ranging from 550cc to 1100cc. Not wanting to miss anything the company also introduced the 750cc and 1000cc air-cooled V-twin models followed by the XZ550 water-cooled, mid-weight sports bike.

INTRODUCTION ABOUT STUDY

Some of the major players that dominate the global Motorcycle market are Honda, Yamaha. Suzuki, Kawasaki, and Kinetic. Whereas the Indian market shows dominance of players like Hero Honda, Honda, Bajaj Auto Ltd, TVS motors and Yamaha.India Yamaha Motor (IYM) is a 100% subsidiary of Yamaha Motor Corporation of Japan. Its manufacturing unit is in Surajpur while Faridabad Plant mainly caters to spare parts and paint shop. These two plants support the production of motorcycles for domestic as well as overseas market. Presently 8 models roll out of these two plants. The infrastructure at both the plants supports production of motorcycles and it's parts for the domestic as well as overseas market. At the core are the 5-S and TPM activities that fuel lean Manufacturing Processes. The plants have In-house facility for Machining, Welding processes as well as finishing processes of Electroplating and Painting till the assembly line. The stringent Quality Assurance norms ensure that their motorcycles meet the reputed International standards of excellence in every sphere. The purpose of the project was to study the positioning of brand image in the minds of the customers and also to study the colour preferences of the motorcycle customers. Consumers should have favourable awareness of brand. Brand awareness and the ensuing positioning in the minds of consumers differentiates successful organisation from failed organisation To succeed, in todays rapidly evolving market place organizations should strive continuously to increase awareness of their brands for the good.

SOCIETY OF INDIAN AUTOMOBILE MANUFACTURERS

Society of Indian Automobile Manufacturers ( ISO 9001-2008 Certified Organisation) is apex body representing 44 leading vehicle and vehicle engine manufacturers. It is the face of the Indian automobile industry.With its regular and continuous interaction with international bodies and organizations SIAM facilitates up gradation of technical capabilities of the Indian Industry to match the best practice worldwide. Indian Automobile Industry is showing accelerating pace of growth rate across all segments.

According to Society of Indian Automobile Manufacturers, total sales for all categories stood at 12,08,851 units as against 9,29,917 units for the corresponding period a year-ago, a growth of 30%
which the Met department has predicted to be good this year, becomes weak. Rising inflation However, SIAM director general cautioned that sales may be affected if the monsoon, is another concern. "If the government takes steps to control the money supply, then at some point of time interest rates will be under pressure. We have to track it very carefully," Mr Mathur, Director General SIAM, said. Sales of two-wheelers in May also jumped by 28.66% over that of May 2009. Motorcycle sales in India during May went up by 25.80% to 7,25,311 units from 5,76,537 units in the year-ago period. The country's largest motorcycle maker Hero Honda registered a growth of 11.74% in its sales at 4,01,320 units in May 2010.Sales in rival Bajaj Auto also shot up by 68.73% to 1,91,726 units, while Chennai-based TVS Motor Company posted a 21.21% growth at 52,319 units in May. Honda Motorcycle & Scooter India (HMSI) saw its bike sales jump by 52.24% to 55,110 units. In the scooter segment, the total sales in May jumped by 45.45% to 1,57,509 units as against 1,08,291 units sold in the corresponding month last year, SIAM said.HMSI's scooter sales were

up by 28.03% at 76,980 units, while TVS Motor's scooter sales grew by 40.19% in May to 30,567 units. Hero Honda's scooter sales jumped 23,738 units, an increase by 61.21% from last year.

(Number of Vehicles sold) Category Passenger Vehicles Commercial Vehicles Three Wheelers Two Wheelers Grand Total 6,810,537 7,897,629 8,906,428 10,123,988 9,654,435 9,724,243 12,292,770 5,364,249 6,209,765 7,052,391 7,872,334 7,249,278 7,437,619 9,371,231 284,078 307,862 359,920 403,910 364,781 349,727 440,368 260,114 318,430 351,041 467,765 490,494 384,194 531,395 902,096 1,061,572 1,143,076 1,379,979 1,549,882 1,552,703 1,949,776 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10

Automobile Domestic Sales Trends

Domestic Market Share for 2009-10

OTHER

MAJOR

MOTORCYCLE

COMPANIES

IN

THE

INDIAN MARKET

The country's largest two-wheeler maker, Hero Honda, has reported 17.35 per cent rise in sales at 414,638 units in the month of march, the best-ever figure reported by the company for the month of March. The company had sold 353,342 units during March last year,

Hero Honda Motors Ltd (HHML) said in a statement.

HHML registered cumulative sales of 4,600,130 units during 2009-10, against 3,722,000 units in the previous fiscal, up 23.59 per cent. Hero Honda is recognized today as one of the most successful joint ventures in the world.

The Bajaj Group is amongst the top 10 business houses in India. The group's flagship company, Bajaj Auto, is ranked as the world's fourth largest two- and three- wheeler manufacturer .The country's second largest two- wheeler maker Bajaj Auto has reported 85.12 percent jump in its motorcycle sales at 244,828 units in March,2010. The company had sold 132,253 units in March last year. During the entire 2009-10 financial year, the company sold 2,506,749 units in the motorcycle segment, a jump of 31.39 percent over 1,907,853 units in the year-ago period, it added.BAL attributed the growth to robust sales of Pulsar and Discover range of bikes. In March, total two-wheeler sales jumped by 84.57 percent to 244,889 units compared to 132,683 units in the same period a year ago, the statement said.

TVS Motor Company is the third largest two-wheeler manufacturer in India and one among the top ten in the world, with annual turnover of more than USD 1 billion in 2008-2009, and is the flagship company of the USD 4 billion TVS Group. Motorcycle segment registered a growth of 7 % in March 2010 with sales of 64,120 units in March 2010 when compared to 59,796 units in the same month of the year, 2009.

Suzuki Motorcycle India Private Limited is a subsidiary of Suzuki Motor Corporation Suzuki Motorcycle India reported a jump of 76.13 per cent in its sales in March at 21,752 units, on the back of good response to its new products. The company had sold 12,350 units during March 2009.

Honda Motorcycles & Scooters India Pvt. Ltd. Factory was established in January 2001. Motorcycle segment sales jumped 63.25 per cent to 65,888 units in March, against 40,360 units in the corresponding period a year ago. The company reported a robust growth of 88.89 per cent in scooter sales at 78,400 units in the said month, compared with 41,505 units in the year agoperiod

SALES FIGURE OF MOTORCYCLE COMPANIES IN THE INDIAN MARKET

OBJECTIVE OF STUDY
The prime objective of this project is to ascertain the brand image of the major motorcycle companies present in the Indian motorcycle industry. Also the reason why people prefer certain colours in the bikes over other colours available in the same models will be studied. The pertinent data will be obtained and studied from the responses of the customers of motorcycle through a detailed questionnaire.

To understand the Brand Image of Yamaha vs. its competitors so as to help the company to focus on its marketing plan and strengthen its future positioning. To check the quality of awareness of Yamaha and its competitors among the Indian customers. To check the present performance of the companies and study the attributes which are liked and considered by people and also to know about the reputation of company in market. To study the parameters which people associate with a certain Brand.

INTRODUCTION OF THE COMPANY

Industry and company profile

Industry Profile The Two Wheeler Market Globally

that satisfy The two-wheeler industry is concentrated in the developing world, especially China and India, which together account for over half the total worldwide sales of two-wheelers. The Japanese manufacturers, Honda, Yamaha, Suzuki and Kawasaki, dominate the two-wheeler industry globally. Currently, all major two wheeler markets, except India, are dominated either by Japanese firms or their joint ventures. Hero Honda Motor Cycles Limited, an Indian motorcycle company is the world leader by sales .Motorcycles are used for many different purposes. Some use it for daily commuting (especially in developing and under-developed worlds) and for hobby pursuits (in developed world). HarleyDavidson, Royal Enfield, BMW, Yamaha etc are the companies this hobby pursuit of the people, the world over.

Two Wheeler Market: The Indian Scenario

The Indian two-wheeler industry can be divided into three broad categories: scooter, motorcycles and mopeds. Each of these categories can be further segmented on the basis of several variables, like price, engine power, type of ignition, and engine capacity.

Today, India is the second largest producer and customer of two-wheelers in the world. The Indian two-wheeler industry has undergone a significant change over the past 10 years with the preference changing from mopeds to scooters, and more recently, from scooters to motorcycles. With the reduction in the price differential between scooters and motorcycles, there has been a perceptible shift towards motorcycles because of their better styling, higher fuel efficiency, and higher load carrying capacity.Of late, scooters have made a resurgence. Honda Motors and Scooters India Limited is the market leader in the scooter segment. Also female centric twowheelers like Pep have gained major portion of the market.

Rise of a Product: The Motorcycles

Motorcycles are the most expensive of all two-wheelers. They are more powerful than scooters and mopeds, have the highest load carrying capacity (which is essential for rural areas), are fuelefficient, have better road grip, and are also the most expensive. Besides, motorcycles are viewed as trendy in the urban areas as compared with scooters and mopeds.The fortunes of the motorcycle industry changed after the announcement of the liberal licensingpolicyin1982 where by foreign collaboration were allowed. In 1982, the Government allowed foreign players to enter the industry through joint ventures. Within four years, the TVS Group tied up with Suzuki, the Hero Group with Honda, the Escorts group with Yamaha and Bajaj Auto Limited (Bajaj Auto) with Kawasaki. TVS & Suzuki introduced Ind-Suzuki in 1984, Hero Honda Motors Limited (HHML) launched CD100 in 1985, and both Escorts and Bajaj Auto launched their models in 1986-1987. Also, new entrants have entered the market by introducing their products at lower price points, while the existing players have announced price cuts. This has led to price competition in the domestic market.

Company Profile
India Yamaha Motor Private Limited India Yamaha Motor (IYM) is a 100% subsidiary of Yamaha Motor Corporation of Japan. The company has its manufacturing unit in Faridabad and Surajpur, which supports the production of motorcycles for domestic as well as overseas market. Presently 10 models roll out of this two plant.

Year of Establishment Industry International Headquarter

July 1, 1955 (Yamaha Japan) Motorcycle manufacturing 2500 Shingai, Iwata-shi Shizuoka-ken, Japan

Vision
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".

Mission

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. 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.

Core competencies
1. Customer #1 Yamaha put customers first in everything they do. They take decisions keeping the customer in mind. 2. Challenging Spirit Yamaha strive for excellence in everything they do and in the quality of goods & services they provide. 3. Team-work -They work cohesively with the colleagues as a multi-cultural team built on trust, respect, understanding & mutual co-operation. 4. Frank & Fair Organizationm compactness Yamaha Motor is a company that has worked ever since its founding to build products defined by the concepts of high-quality and highperformance and light weight and as they have continued to develop new technologies in the areas of small engine technology and FRP processing technology as well as control and component technologies. It can also be said that their corporate history has taken a path where people are the fundamental element and their product creation and other corporate activities have always been aimed at touching peoples hearts. Their goal has always been to provide products that empower

each and every customer and make their lives more fulfilling by offering greater speed, greater mobility and greater potential. As a company that makes the world its field and offers products for the land, the water, the snowfields and the sky, Yamaha Motor strives to be a company that offers new excitement and a more fulfilling life for people all over the world and to use our ingenuity and passion to realize peoples dreams and always be the ones they look to for the next Kando. Kando is a Japanese word for the simultaneous feeling of deep satisfaction and intense excitement that people experience when they encounter something of exceptional value.

Manufacturing process

YM Ltd. is IS0-14001 certified. All our endeavors give us reason to believe that sustainab IYM's manufacturing facilities comprises of 2 state-of-the-art Plants at - Faridabad (Haryana) and Surajpur (Uttar Pradesh). Currently 10 models roll out of the two Yamaha Plants. The infrastructure at both the plants supports production of motorcycles and it's parts for the domestic as well as oversees market. At the core are the 5-S and TPM activities that fuel agile Manufacturing Processes. They have In-house facility for Machining, Welding processes as well as finishing processes of Electroplating and Painting till the assembly line. The stringent Quality .Assurance norms ensure that our motorcycles meet the reputed International standards of excellence in every sphere.As an Environmentally sensitive organization we have the concept of "Environment-friendly technology" ingrained in our Corporate Philosophy. The Company boasts of effluent Treatment plant, Rain water - Harvesting mechanism, a motivated forestation drive. I le development for Yamaha will not remain merely an idea in pipeline.

Yamaha's Motorcycle operations in India

Research Methodology:

Research Design
The data obtained from the survey was sorted out in a proper sequence for analysis purpose. Incomplete questionnaires were discarded. Analysis was done thereupon using. Microsoft Office Excel 2007 platform. Extensive use of bar-graphs, pie-charts was employed. Where there were more than more than one preference for a given question, proper weightage was given to the different preferences according to the order of preference.

Microsoft Office Excel 2007 is a general analysis platform from Microsoft Corporation. U.S.A. Microsoft Office Excel has gained across industry acceptance for the simplicity and completeness for analysis purposes.The results obtained from the analysis using Excel platform are usually not directly applicable but nevertheless present the bare facts and data can thus be deciphered .

Sample Design Basis of Sampling Plan and Sample Size

Sampling is the component of our research design. A Sample is a subgroup of the population for participation in the study. Target population - Males having at least a two-wheeler.The target market for motorcycles is youngsters. Young people mainly in the age group of 18- 35 years and catering to their wants will serve large portion of market share. Age group above 40 till 60 was considered to gain comprehensive picture of the Indian motorcycle market Sampling technique - Judgmental sampling was used.

Judgmental sampling is a type of non-probability sampling. Population elements are selected on the basis of judgment of researcher. Researcher chooses elements to be selected in the sample.Of all sampling types, convenience sampling is least expensive and least time consuming. Non-Probability sampling procedure was used. Non-Probability Sampling relies on the personal judgment of the researcher rather than chance to select sample elements. Researcher decides which elements to take in the sample. Because there is no way of determining the probability of selecting any particular element for inclusion in the sample, the estimates obtained are not statistically projectable to the population. For data gathering purposes friends, relatives, were surveyed. Also spot surveys were conducted in the Vehicle parking stands of MMX Mall (Sahibabad) and Shipra Mall (Ghaziabad).

Sample size
Sample size refers to the number of elements to be included in the study. Determining the sample size is complex and involves several qualitative and quantitative considerations. Import qualitative features that we considered in determining the sample size include: Bajaj Auto Limited. Importance of the decision
1. Nature of the research 2. Number of variables 3. Sample sizes used in similar studied 4. Complication rates 5. Resource constraints

Only the brands actively present in the Indian motorcycle were considered namely1. Hero Honda Motorcycles Limited 2. India Yamaha Motor Private Limited. 3. Honda Motors and Scooters India Limited. 4. T.V.S. Motor Limited. 5. Suzuki Motorcycle Limited. 6. Others was used as a generic category for all other brands.

Extent (Area covered)

Places Delhi Noida Ghaziabad G. Noida Meerut 177 21 118 14 6

Muradabad 1 Gurgaon Total (N) 8 345

Data collection
Data collected is an elaborate process in which the researcher makes a planned search for all therelevant data. Data is the foundation of all marketing research. It is the raw material with which a researcher functions.

. Primary Data
Primary Data is the original data collected by the researcher. It has a specific purpose of addressing the problem at hand. One set of questionnaire was prepared.The structured

questionnaire consisted of closed ended questions. The questions were made simple and easy to answer for the interviewer. The customers to be interviewed were selected by the researcher.. The respondents had to be in the age group between 18 -60 years and they must own a twowheeler in Delhi & NCR (Noida, G. Noida, Meerut, Muradabad, Gurgaon, and Ghaziabad).

Methods of data Collection used::Questionnaire: In personal interviews,

respondents are face to face with the interviewer, thus complex and varied questions could be asked---------- QUESTIONNAIRE DESIGN PROCESS

Specify the Type of interviewing method

Specify the information needed

Determine the content of individual questions

Design the questionnaire to overcome the respondents inability and unwillingness to answer the questions

Decide on question structure

Determine the question wording

Arrange the questions in a proper sequence

Identify the form and layout

Reproduce the questionnaire

Eliminate bugs by pre-testing

LIMITATIONS
i) ii) iii) iv) v) vi) The survey was restricted to Delhi and NCR region (Ghaziabad, Gurgaon, Noida, Greater Noida, Meerut, Muradabad.) in particular. Inadequate time to follow the customer response. Lack of experience in handling surveys. Most of the respondents were having inadequate time for filling in the questionnaire. Unwillingness of respondent to provide information

FINDINGS
(1) Yamaha is the most favourite brand amongst youths in the Indian market. (2) Yamaha is regarded as the original makers of racing bikes by the respondents. (3) Yamaha is the third most preferred brand after Hero Honda Motorcycles Ltd. And (4) Bajaj Auto Ltd. (5) Youth (Students) are the major market for motorcycles in India. (6) Family/friends, TVCF and newspapers are the major source of awareness for motorcycle brand awareness. (7) Major influencing factors in the purchase of bikes are-family/ friends, personal experience and girl friend. (8) R15, Fazer, FZ-S from Yamaha are amongst the top ten favourite bikesin the surveyed group. (9) Hero Honda and Bajaj are considered as brands with most consumer favourable attributes. They are also the brands most likely to be preferred and recommended. (10) Yamaha is way ahead in overall consumer favourable response compared to TVS, Suzuki, HMSI. (11) Majority of the Consumers prefer red and black colour in geneand also in their bikes. (12) Yamaha has maximum number of models in the dream bikescategory. (13) Pulsar variants from the Bajaj stable is the most favourite model from any company. (14) Yamaha is the most favourite brand amongst youths in the Indian market. (15) Yamaha is regarded as the original makers of racing bikes by the respondents.

(16) Yamaha is the third most preferred brand after Hero Honda Motorcycles Ltd. And (17) Bajaj Auto Ltd. (18) Youth (Students) are the major market for motorcycles in India.

(19) Family/friends, TVCF and newspapers are the major source of awareness for motorcycle brand awareness. (20) Major influencing factors in the purchase of bikes are-family/ friends, personal experience and girl friend. (21) R15, Fazer, FZ-S from Yamaha are amongst the top ten favourite bikes in the surveyed group. (22) Hero Honda and Bajaj are considered as brands with most consumer favourable attributes. They are also the brands most likely to be preferred and recommended. (23) Yamaha is way ahead in overall consumer favourable response compared to TVS, Suzuki, HMSI. (24) Majority of the Consumers prefer red and black colour in genera and also in their bikes. (25) Yamaha has maximum number of models in the dream bikes category. (26) Pulsar variants from the Bajaj stable is the most favourite model from company.

Data analysis
AGE OF THE RESPONS Age Group
Under 20 Years 21-25 Years 26-30 Years 31-35 Years 36-40 Years 41-50 Years Above 51 Years TOTAL RESPONDENTS

Figure
26 151 87 38 18 18 7 345

Percent
7.536% 43.768% 25.217% 11.014% 5.217% 5.217% 2.029% 100.000%

N=345
5% 11% 44% 25% 5% 2% 8%
Age Group Under 20 Years 21-25 Years 26-30 Years 31-35 Years 36-40 Years 41-50 Years Above 51 Years

Interpretation
All the possible age groups from 18 years of age till 60 years of age were considered. Males having atleast a two-wheeler, preferably a motorcycle were preferred. As is evident from the sample data, preference for motorcycle goes on decreasing as the age limit crosses 35 years. Age limit abve 51 years is the least attractive segment for the motorcycle companies.To be a leader in the motorcycle market , thus, every company should try to pursue 18-35 years of age. Better still if the company is able to cater to distinguish between these sub-segments.

RESPONDENTS PROFILE:

Occupation
Student Office Employee Factory Worker Shop Owner Business Man Professional (lawyers, doctors) Farmer Others( Retired personnel) TOTAL RESPONDENTS

Figure
143 109 12 21 16 39 3 2 345

Percent
41% 32% 3% 6% 5% 11% 1% 1% 100%

Farmer

N=345
41

Professional

Business Man

16

Shop Owner

21

Factory Worker

12

Office Employee

109

Student

143

Interpretation
All the occupation groups were tried to be covered. Majority of the sample was students, the major market of motorcycles. Also this segment is most volatile. Yamaha can leverage this segment by providing them certain motivations (like increased number of free services). Office goers come second. Distant third comeprofessionals ( doctors, lawyers,..). Together these three segments make for 85 percent of the motorcycle market in the surveyed group. These segments should be holistically pursued to emerge a market winner.

Which two motorcycle attracts you a lot?

Model Series1(first preference)
Pulsar150 Karizma ZMR R15 Karizma Pulsar180 Apache Pulsar200 FZ-S Fazer Pulsar220 38 27 22 33 25 14 26 12 10 4 18 17 26 11 29

Series2(second preference)
28 49 28

Series3

104 103 72 66 61 57 52 42 37 34

Interpretation

Series1= first preference Series3=(series1)*2+(series2)

Series 2= second preference

In the surveyed group, clearly Pulsar 150 is the first preference. Karizma ZMR is the second most preferred brand. Yamaha has three models in the top ten most preferred bikes namely,R15( third most preferred bike), FZ-S (eighth most preferred bike) and Fazer (ninth most preferred bike). Also effectiveness of brand promotion by constant bombardment is depicted from the Pulsar Model bikes from the stables of Bajaj. Pulsar is mainly positioned in consumers bikes as the bike.

. These motorcycles belong to which companies

Hero Bajaj
Apache RTR 3.48%

Yamaha Honda
3.00% 5.51%

TVS
86.67%

HMSI
0.29%

Suzuki
0.29%

Others
0.29%

Pulsar135

97.39%

2.03%

0.29%

0.29%

0%

0%

0%

Karizma ZMR

1.15%

1.44%

96.23%

0%

1.12%

0.29%

0%

Fazer

0.29%

13.04%

2.90%

4.93%

8.99%

68.99%

1.12%

GS150 R

0.29%

13.04%

2.90%

4.93%

8.99%

68.99%

1.12%

CBF Stunner

1.44%

1.44%

13.62%

2.30%

68.99%

11.59%

0.58%

Others

Suzuki

HMSI

TVS

Hero Honda

Yamaha

Bajaj 0% Apache RTR Pulsar135 Karizma ZMR Fazer GS150 R CBF Stunner 10% Bajaj 12 336 4 1 1 5 20% Yamaha 12 7 5 320 45 5 30% 40% 50% TVS 299 1 3 11 17 8 2 31 238 1 6 238 40 1 3 2 60% 70% HMSI 1 80% Suzuki 1 90% 100%

Hero Honda 19 1 332 4 10 47

Others 1

Interpretation
The most striking feature of this question was its outcome. Major/ new brands from all the stables are well known, irrespective of the age of the respondents. Also Pulsar and Karizma ZMR are well known brands as no other option was ticked for these two bikes. Also, there were some percentages of the other options for all other bikes. This calls for further positioning on part of these companies.

. Which Brand you like most

Company
Bajaj Yamaha Hero Honda Honda TVS Suzuki

Percentage
27.83% 18.84% 39.13% 4.35% 8.70% 1.16%

140 120 100 80 60 40 20 0

Bajaj Yamaha
96 65

135

N=34 5
30 15 4

Hero Honda

Honda

TVS

Suzuki

Interpretation
Hero Honda Motorcycles Limited ( the world leader in sales) tops the list. Next comes Bajaj Auto Limited. Followed by India Yamaha Motorcycles Ltd. Yamaha far outweighs its major rivals( big brothers in the Indian market)-TVS, Honda. This establishes the fact that Yamaha needs to promote its bikes aggressively. It is very much feasible for Yamaha to become number three in the Indian market. This also establishes the fact that consumers prefer Yamaha bikes as an efficient bike manufacturer with the capability to satisfy their inherent

biking needs. Also since youth segment was the aggressively pursued brand, this bodes well for Yamaha. Some stimulus is needed to gain the pocket share of consumers compared to TV and HMSI.

Specify your source for awareness of motorcycles.

Source
TVCF Newspaper Magazine Showroom Family/ Friends Internet Hoardings Road Show Others

Percentage
19.42% 16.81% 15.65% 12.17% 23.77% 8.41% 2.90% 0.87% 0.00%

1% 8% 3% 19%

N=345 TVCF
Newspaper Magazine Showroom

24%
12%

17% 16%

Family/ Friends Internet Hoardings Road Show

Interpretation
Interestingly family and friends tops the major source of awareness for motorcycles. This was specifically true in the case of students. Thus positioning itself as a manufacturer of safety first bikes, companies targeting this company stand a good chance to be the market leader. But also, this is the most style conscious segment. Thus it is imperative to maintain the style quotient in

the models. TVCF comes as the second best source of advertisement cannot be neglected. This calls for more

awareness. Thus this source of aggressive advertising on part of

Yamaha. Newspapers come at third place. Also, newspapers are a robust source of advertisement in rural areas, where electricity is a rare commodity. This print media should be assiduously pursued to augment the brand reach in the whole country.

What influenced you more in purchase of your bike

Factor
Family/ Friends Girl Friend Hoarding Show Off Personal Experience Information from Dealer/ Showroom Test Drive Resale Value Others

Percent
40.00% 12.75% 4.06% 5.51% 29.28% 1.74% 3.19% 2.90% 0.58%

2% 3%

3% 1%

Family/ Friends

N=345

Girl Friend

40% 29%
Hoarding

Show Off

5%

13% 4%

Personal Experience

Interpretation
Across all age groups, family and friends was the most influencing factor in the purchase of motorcycles. Also since students (youth) are the major market for motorcycles, favourable positioning as a value brand, the motorcycle manufacturer can gain acceptance. In the age of nuclear families, parents are the main source of influence. Thus motorcycle companies should position themselves as a safety first bike manufacturers. For all other age groups, personal experience is the main influencing factor. Quality is imperative to gain acceptance. Satisfied customers spread a positive word for the brand. Also tend to become repeat buyers. Thus satisfying the needs in a better way than competitors will catapult Yamaha to be the market leader in the Indian market.

Company you associate with racing

Manufacturer Bajaj Yamaha Hero Honda TVS Honda Suzuki Percentage 16.52% 45.51% 16.23% 4.35% 7.83% 9.57%

Suzuki Honda TVS Hero Honda Yamaha Bajaj

33 27 15 56 157 57

N=345

Interpretation
Yamaha is known as a racing bikes manufacturer. Yamahas RX 100 is still revered for its pickup and speed. Speed Biking is mainly attributed to Yamaha. It holds the record for maximum wins in Grand Prix. The Government of India is investing heavily in roads and highways. Properly pursuing the inherent racing tendency in youngsters by providing racing bikes will set Yamaha apart from its competitors. Till now, no Indian manufacturer has provided the super bikes. These bikes are mainly imported. Setting up speed bikes manufacturing will provide

Yamaha early mover advantage in the Indian market. Also this can be competitive advantage for Yamaha. But caution must be provided to train safe biking habits amongst the consumers.

Which bike you strongly associate with youth Manufacturer

Bajaj Yamaha Hero Honda TVS Honda Suzuki

Percentage
29.86% 34.20% 27.83% 3.19% 3.48% 1.45%

Interpretation
Yamaha is the bike of the youth. In the survey conducted, it far outweighed Bajaj and Hero Honda. Most striking feature was that all the respondents, irrespective of the age groups opted Yamaha as truly associated with youth. Youth being the major market for motorcycles, it is a favourable outcome of Yamahas Youth Approaches. FZ series and R15 are the bikes designed with youth in mind. Yamaha should further explore this profitable segment and try to more than satisfy this segments needs.

Value positioning of motorcycles in the minds of consumers Advanced Tradition al Hero Honda 54.49% 20.58% 51.59% 35.36% Reliable/ High Stylish Trend

Technolog Trustworth Performanc / y y e

Sporty Setter 17.97 % 24.64 33.62 % 28.99 % 17.97 % 5.22% 3.48% 4.93%

Bajaj Yamah a TVS HMSI Suzuki

24.93%

33.91%

29.57%

30.72%

% 40.87

9.57% 3.77% 2.03% 2.03% 3.19%

31.59% 3.77% 6.67% 3.48% 0%

11.01% 4.35% 1.74% 0.87% 0.87%

22.32% 3.77% 4.93% 2.90% 0%

% 5.22% 5.80% 4.35%

1.16% 5.80%

Good Innovative Hero Honda Bajaj Yamaha TVS HMSI Suzuki 25.22% 24.93% 27.54% 4.64% 6.38% 5.51% 5.80% Mileage 51.88% 20.87% 8.12% 11.59% 4.35% 2.90% 0.29% Passionate 30.72% 24.06% 20.87% 7.54% 6.96% 3.19% 6.67%

Affordable Price 37.68% 29.28% 9.57% 15.65% 4.35% 2.32% 0%

Interestingly for attribute ( barring technology, performance and affordability) there seemed to be lack of customer satisfaction on other key attributes. These are the attributes to be pursued religiously and conveyed to the consumers. These are some of the attributes that can be

positioned in the minds of consumers to satisfy their unmet needs. Hero Honda dominates nearly all the attributes. This elucidates the reason for its market leader position. Yamaha as a brand leads as being the most innovative and most stylish bikes manufacturer. This supports the endeavor of Yamaha as the youth centric.

This makes it all the more likeable brand among the youth, the major market for motorcycles. Yamaha should assiduously pursue this segment to out-beat its competitors.

N=345
Affordable Price Passionate Good Mileage Innovative Trend Setter
87 130 101 33 54 198 106 83 72 26 2411

179

72

28 40 15 10

86

95

16 22 19

116

100

62

1812 17

Stylish/ Sporty
High Performance Reliable/ Trustworthy Advanced Technology

62

85

141

18 2015

122

106

77

1317 10

178

102

38 156 3

71

117

109

132312

Traditional
Hero Honda
0 50

188 100 150 200

86 250

33 13 7 7 300 350 400

Bajaj

Yamaha

Gauging consumers attachment with the brands.

Brand
Bajaj Yamaha Hero Honda TVS Suzuki HMSI

Recommenders
35.36% 21.16% 34.49% 6.67% 3.19% 2.03%

Preferers
29.86% 20.87% 37.10% 8.12% 1.74% 2.32%

140.00 120.00

N=345
Bajaj Yamaha Hero Honda

No of Persons

100.00 80.00 60.00 40.00 20.00 0.00 128 103 72 28 6 8

TVS Suzuki HMSI

140.00 120.00 No of Persons 100.00 80.00 60.00 40.00 128 103 72 28 6 8

N=345

Preferrers

20.00
0.00

Hero Honda is the most preferred bike while Bajaj is the most recommended brand in the surveyed group. This shows an interesting dichotomy on part of consumers. Ideally there should be a common yardstick for liking of a bike. Respondents had ranked Bajaj higher on advanced technology and stylish vis--vis Hero Honda. May be this is the reason for this dichotomy. Yamaha was adjudged as the most stylish bike, but is not the most recommended. May be advanced technology attribute is the reason behind this. As regards to other brands, Yamaha outweighs TVS, Suzuki and HMSI on recommender and preferers. This establishes the fact that Yamaha is on the way to beat these rivals in the intensely competitive Indian market. Augmented brand promotion is needed on part of Yamaha to increase its market share. Kando will definitely be gained through intensive promotion of the brand.

Which Brand you will never buy

Brand
Bajaj Yamaha Hero Honda TVS HMSI Suzuki

Percentage
5.51% 11.01% 3.77% 30.14% 22.32% 27.25%

Suzuki HMSI TVS Hero Honda Yamaha Bajaj

0

94 77 104 13 38 19
20 40 60 80 100

N=345
Bajaj

Yamaha
Hero Honda TVS HMSI Suzuki
120

No of Persons

Interpretation
Market leader position doesnot indicates that the brand is revered by all. Hero Honda Motorcycles, the most selling bikes brand( in the world) by volumes is also a no-no for 3.77% of the respondents. 5.55% of the respondents are averse to Bajaj. This establishes that it is impossible for any single brand to satisfy the market as a whole, hence the utility of segmentation. Yamaha fairs much better compared to other brands. This again establishes the

importance of promotional activities. Augmented promotional activities on national scale can catapult Yamaha far ahead of TVS and HMSI.

Baja Yamah Hero j

Already have Bad engine Balancing problem Chain set problem Due to obsolescence Friends comments High maintenance High price Lack of Awareness Lack of good models Less features Less pickup Less Varieties Low mileage low performance 1 9 1 1 1 3 1 1 3 3 6 2 1 2 1 1 1

TV

HMS Suzuk TOTA I i L

1

Honda S
1 1

2 3 1 1

2 3 1 6 6 1

5 3

8 12 20 30 22 2 1

2 10 10 1

8 13 3

11 5 14

5 1 8

2 11 4

18 26 29

Never tried No connection with youth No interest in brand No liking for the brand No new models Not attractive Not comfortable Not competitive Not innovative Past experience Past market performance 1 1 1 1 1 4 1 1 4 2

1 1 1 9 1 7 6 3 19 2 1 4 2 1 3 3 2 1 1 1 4 18 3

1 1 3 28 3 47 5 2 10 8 3

Reasons for rejection:

Hero Bajaj
Poor service Poor brand image Resale value Shocker problem Short in size Test drive Very common Weak reliable TOTAL 19 body, Not 1 38 1 13 6 104 5 76 4 93 17 1 3 2 4 2 after sales 2 2 2 6 1 3 1 2 2 4 1 1 11 10 6 2 2 4 4

Yamaha Honda TVS

HMSI Suzuki TOTAL

45 40 35

N=345 Suzuki
18

30 25

HMSI
13

20 15 10 5 0

11 8 2 3 3

6 7

19 10 1 4 8 1 11 6 6 6 10

TVS

3 1

2 4

Hero Honda 5 Yamah a Bajaj

Interpretation
Several Reasons were attributed for rejection. We graphed top 15 reasons for this rejection. Here some tandem was seen as per the market position of the top 2 players in the Indian motorcycle segment. Both Hero Honda and Bajaj have les negative attributes assigned to them. Improving on other attributes and these attributes ingeniously can leverage Yamaha to much better market share. Also Yamaha is way ahead compared to other brands. This augments well for Yamaha. Yamaha should hone upon the mileage problem. Majority of the respondents complained about Yamahas low average attribute. Also their bikes are positioned as costly. This presents unique technical challenge for Yamaha. Costs should be regulated considering the demand. Powerful

bikes guzzle petrol. Thus Yamaha should launch more economical bikes with optimum mileage. Care should be taken that proper segmentation is positioned in the minds of consumers regarding power bikes and economical bikes.

Brand Personality of India Yamaha Motor Pvt. Ltd. Personality

Yuvraj Singh M S Dhoni Hrithik Roshan John Abraham

Percentage
6.09% 8.99% 11.30% 73.62%

N=345

Yuvraj Singh 6% John Abraham 74%

M.S Dhoni Hrithik 9% Roshan 11%

Interpretation
Objective behind asking this question was to gauge the consumer awareness of Yamaha brand particularly. Consumers identify the brand with the personality endorsing the brand. John Abraham is an avid biker. Also he is the perfection of typical Indian youth. He has his own cult following amongst the youths. The percentage of correct awareness commensurate with the brand awareness of the consumers. 74% of the respondents correctly identified John as the brand personality of IYM Ltd. Most interesting fact was that regardless of age, consumers had this awareness. This establishes that consumers follow Yamaha. Yamaha needs to seriously adapt

itself to the Indian market needs, to beat its rivals. Serious analysis of all the various aspects of the business is necessitated by this finding. It comes distant 5 even when adequate awareness levels about the brand persist.

Favourite and non-favourite colour in general Favourite Color

Cream Maroon Metallic Orange Grey Purple Silver Yellow Green White Pink Blue Red Black

Percentage
0.29% 1.16% 0.58% 0.58% 1.45% 0.87% 1.45% 2.61% 3.19% 3.19% 3.48% 1.16% 22.61% 46.96%

Not Favourite Color

Maroon Metallic Cream Grey Purple Brown Silver Pink Orange White Green Black Blue Yellow Red

Percentage
0.29% 0.29% 0.87% 1.74% 1.74% 2.32% 3.19% 5.80% 5.51% 7.83% 8.70% 21.16% 13.04% 18.26% 19.71%

YELLOW WHITE SILVER RED PURPLE PINK ORANGE METTALIC MAROON GREY GREEN CREAM BLUE BLACK 0 20 40 60 80 100 120 140 160 180

YELLOW WHITE SILVER RED PURPLE PINK ORANGE METTALIC MAROON GREY GREEN CREAM BLUE BLACK

BROWN YELLOW WHITE SILVER RED PURPLE PINK ORANGE METTALIC MAROON GREY GREEN CREAM BLUE BLACK 0 10 20 30 40 50 60 70 80

BROWN YELLOW WHITE SILVER RED PURPLE PINK ORANGE METTALIC MAROON GREY GREEN CREAM BLUE BLACK

Interpretation
The objective behind this question was to ask their favourite and non-favourite colour. This was done to know if there is a general tendency to choose particular colour(s) in favourite and nonfavourite category, by the whole sample. Also the reply to this question was to be compared with

favourite and non-favourite colour of their bikes. Any relationship, if any, between the responses was to be studied. Interestingly, preference and dislike was concentrated to few colours: Favourite colour-Red ( 22.61% ) and Black(46.96% )

(1) Non-favourite colour-Black(21.16%) Blue(13.04%) Yellow(18.26%) Red(19.71%) Red and Black dominated in both favourite and non-favourite categories. May be this is due to the largely religious nature of Indian culture. Indians seem to buy products with religious perspective.

Favourite and no favourite colour motor-cycle colour. MC Favourite Color

Pink Purple Green Metallic Grey Yellow White Silver Blue

Percentage
0.29% 0.29% 0.87% 0.87% 1.74% 1.74% 2.90% 3.19% 8.70%

MC Not Favourite Color

Metallic Maroon Brown Cream Purple Orange Grey Silver White

Percentage
0.29% 0.29% 0.58% 0.58% 1.93% 1.74% 2.32% 4.06% 7.35%

Red Black

20.00% 59.42%

Black Green Blue Yellow Red

8.99% 10.43% 13.33% 24.06% 24.06%

MC NON FAVOURITE COLOR

CREAM BROWN ORANGE MAROON YELLOW WHITE SILVER RED PURPLE METTALIC GREY GREEN BLUE BLACK 0 10 20 30 40 50 60 70 80 90

CREAM BROWN ORANGE MAROON YELLOW WHITE SILVER RED PURPLE METTALIC GREY GREEN BLUE BLACK

COLORS

NO. OF SAMPLES

MC FAVOURITE COLOR
YELLOW WHITE SILVER RED PURPLE PINK METTALIC GREY GREEN BLUE BLACK 0 20 40 60 80 100 120 140 160 180 200 220 YELLOW WHITE SILVER RED PURPLE PINK METTALIC GREY GREEN BLUE BLACK NO. OF SAMPLES

Interpretation
White, Silver, Blue, Red and Black are the main favourite and non-favourite colours on motorcycle. Yellow is one of the top non-favourite colour. Interestingly, the whole world of colours seems wrapped to few chosen colours. Also, the very same very colours which are top favourite are also top non-favourite colours. Black is the overall favourite bike colour. Also, the overall preference for colours in general (question no. 15 & 16) are nearly similar. Thus,

COLORS

motorcycle companies should look into this special relationship between colours and consumer preferences.

Colour of your present motorcycle Model Color

Cream Maroon Purple White Metallic Green Grey Yellow Silver Blue Red Black

Percentage
0.29% 0.29% 0.29% 0.58% 0.87% 1.16% 1.45% 1.45% 4.35% 8.99% 18.55% 61.74%

Interpretation
Red and Black are the major bike-colours with the respondents. Blue comes distant third. Motorcycle-Companies should concentrate on these colours and try to bring as many variants in these colours. Yamaha with its Fazer bikes has successfully launched bikes in red, black and redblack colour. Apart from red, black, blue, silver other colours are negligent in vehicles. This also provides opportunity for companies. They should try and provide some new colours to consumers. Proper market testing should be done. This may throw up some unexpected opportunities.

MODEL COLOR
YELLOW WHITE SILVER RED PURPLE METTALIC MAROON GREY GREEN CREAM BLUE BLACK 0 20 40 60 80 100 120 140 160 180 200 220 YELLOW WHITE SILVER RED PURPLE METTALIC MAROON GREY GREEN CREAM BLUE BLACK

COLORS

NO. OF SAMPLES

MODEL COLOR
YELLOW WHITE SILVER RED PURPLE METTALIC MAROON GREY GREEN CREAM BLUE BLACK 0 20 40 60 80 100 120 140 160 180 200 220 YELLOW WHITE SILVER RED PURPLE METTALIC MAROON GREY GREEN CREAM BLUE BLACK

COLORS

NO. OF SAMPLES

Why did you choose the particular colour in your motorcycle.

Respondents were provided with 25 attributes in all namely 1) Macho 2) Rich 3) Sophisticated 9) Sporty 4) Youth 5) Trendy 6) Unique 7) Safe

8) Shiny

10) Racy Image

11) Decent 14) Smart 15) Bright 16) Stylish 21) Sober 26) others

12) Eye Catchy/ Attractive 13) Professional 17)Suits Personality 22) Never Fade 18) Vibrant

19) Maintenance Free

20) Religious 25) Funky

23) Dust/Scratch less visible 24) Passionate

please specify: ____________ They were asked to opt for the attributes they think is provided by the colours they chose.

The responses varied for each colour as-

REASONS FOR CHOOSING A COLOR

Shiny 35 30 25 20 15 10 5 0
LIC E YE LL OW BL AC K CR EA M GR EE N RO ON GR EY BL UE RE D PU RP LE VE R TT A WH IT
NO. OF SAMPLES

Sporty Youth Macho Unique Decent Dust free Trendy Stylish

MA SIL

ME

COLORS

FACTORS FOR CHOOSING BLACK

FACTORS FOR CHOOSING BLACK

Shiny Sporty Youth Macho Dust free Unique Decent Trendy Sophistic Stylish Racy Attractive Rich Smart Suits Never fade Professio Safe Passionat sober Funky Bright viberant Religious Maintaina Others 0 5 10 15 20 25 30 35

FACTORS

Series2 Series1

NO. OF SAMPLES

FACTORS FOR CHOOSING RED

FACTORS FOR CHOOSING RED

Shiny Trendy Macho Youth Stylish Decent Sporty Smart Professional Bright Unique Religious Safe Rich Racy Image Never fade Attractive viberant Suits Sophisticated Maintainance Dust free 0 2 4 6 8 10 12

COLORS

Series1

NO. OF SAMPLES

FACTORS FOR CHOOSING BLUE

FACTORS FOR CHOOSING BLUE

Sporty Stylish Suits personality Smart Funky Never fade Shiny Unique Youth Sophisticated Maintainance free Professional Attractive Decent Racy Image Rich Bright Safe Macho 0 1 2 3 4 5 6

FACTORS

Series1

NO. OF SAMPLES

FACTORS FOR CHOOSING SILVER

FACTORS FOR CHOOSING SILVER

Shiny Maintainance Safe Unique Sophisticated Rich Dust free viberant Suits personality Stylish Bright Smart Racy Image Sporty Trendy Youth Macho 0 0.5 1 1.5 2 2.5 3

FACTORS

Series1

NO. OF SAMPLES

6.

Regarding Motorcycle design what are the important aspects.

Regarding MC Design
Body Style/ Design High Contrast Color Component Color Sticker Design Body Color Riding Comfort

Percentage
1.74% 8.41% 15.07% 21.16% 48.99% 4.64%

IMPORTANT FACTORS OF MC DESIGN

180 160 140 120 100 NO. OF SAMPLES 80 60 40 20 0 Body Color Sticker Component High Riding Body Design Color Contrast Comfort Style/ Color Design FACTORS

Series1 Series2

Top features opted by the respondents wereBody colour, sticker design and component colour. Surprisingly, riding comfort and body style were lower on the count. This may be comprehended as consumers take riding comfort and body design as an accepted, irrefutable offering and they further ask for these aesthetic features. Also since youth is the major market for motorcycles, this shows the demanding preferences of todays younger generation They need bikes to flaunt besides serving the basic biking wants. Thus, to gain larger share of the market companies should focus on these and other innovative aesthetic appeals in the models. Yamaha has lately offered several such innovations. This has resulted in ever greater market share for Yamaha in the Indian market.

Your Dream Motorcycle Model

Thunderbird FZ-16 Machismo Apache RTR Bullet Pulsar180 RX100 CBR CBZ Xtreme Ducati Royal Enfield Classic Fazer Bullet 500 Harley Davidson Pulsar220 R1 Avenger

percentage
0.87% 1.16% 1.16% 1.45% 1.74% 2.03% 2.03% 2.32% 2.32% 2.90% 3.48% 3.77% 4.93% 4.06% 5.80% 4.35% 5.22%

Model
Achiever Aprilia Caliber Discover 135 Gs150R Intruder KTM990 MT01 Passion Pulsar135 Pulsar200 R6 Rajdoot Splendor Bullet 350 Discover 100 Glamour

Percentage
0.29% 0.29% 0.29% 0.29% 0.29% 0.29% 0.29% 0.29% 0.29% 0.29% 0.29% 0.29% 0.29% 0.29% 0.58% 0.58% 0.58%

Karizma Karizma ZMR Kawasaki Ninja R15

6.67% 7.54% 8.41% 9.57%

Splendor plus Hunk Pulsar150 Hayabusa

0.58% 0.87% 0.87% 10.14%

The objective behind asking this question was to know the aspirations of consumers. Different segments have different aspirations. There was preference for powerful bikes as well as economical bikes. This can be interpreted as needs and aspirations evolve with age. Also, financial stability along with personality type is also an important consideration. Yamaha has seven bikes in the treasured category. This shows that Yamaha has an avid following amongst the consumers.

Top three channels you watch most 1st Priority

Ten sports V Bindaas HBO Star news Star Sports Colors ESPN Zee Tv Sony Star Plus Discovery Aajtak Mtv 18 12 18 33 30 18 42 45 21 45 72 84 90 99

2nd Priority 3rd Priority

14 20 18 12 14 22 26 14 54 48 38 28 46 46 10 13 11 6 8 12 10 20 19 12 13 18 20 14

Weighted
92 89 101 129 126 110 188 183 190 243 305 326 382 403

Weighted=first priority*3+second priority*2+third priority

NDTV Mtv Aajtak Discovery Star Plus Sony Zee tv ESPN Colors Star Sports Star news HBO Bindaas V Ten sports 0 50 100 150 200

1st Priority 2nd Prority 3rd Priority

Weighted=(First priority)*3 + (Second priority)*2+ (Third priority)

Objective behind this question was to know the channels which will gain maximum eyeballs to TVCF. M.Tv topped the list for entertainment( song channels) ND Tv is the number one viewed channel It far outstrips other news channels. Discovery channel is the favourite of all age groups. Thus it can be a very good source of brand promotion. ESPN tops the sports channels. During special sporting festivals like T20, companies should provide TVCF round the year on ESPN.Idiot box is the favourite source of past time for majority of Indians. Thus this medium should be considered for maximum brand awareness.

SWOT Analysis STRENGTHS

High quality products to exceed customer expectations. Attractive design and colours. Strong brand name all over the world as well as in India Availability of easy finance schemes from Bussan Auto Finance. Use of latest technology for production. Low maintenance and low expenses per kilometer. Now it comes with a changed handlebar which is more comfortable to drive. Availability of the product in the market. Broad and intensive distribution Poor advertisement of the product.

WEAKNESSES
Yamaha has narrow product line in Indian market. Few people are not satisfied with the mileage of the bikes. Not giving promotional schemes for longer time periods.

network across the country.

OPPORTUNITIES

THREATS

CONCLUSION

As the auto industry witnessed yet another year of good sales, there is clear evidence that the dynamics of the Indian two-wheeler industry has changed significantly over the last few years. While everyone knows that there has been constant shift in demand towards motorcycles from geared scooters. Various companies have entered into the two-wheeler industry. There are various competitors of Yamaha comes from Hero Honda. The driver of growth for Hero Honda was the launch of entry level, value-for-money bike CD-Dawn and the upgraded version of Splendor and Passion. The company which had lost its market share in FY02 has made a strong comeback and regained its share. Secondly another company Bajaj is also leading in the two-wheeler in the market. The success Bajajs latest model Pulsar has helped the company to stay clear of adopting an aggressive price reduction strategy. Besides, the recently launched CT100 had also enjoyed a fair degree of success. TVS is also trying to capture the good market share by introducing the different models of bikes. The industry has now acquired the traits of the consumer durable industry, of price wars, celebrity endorsement and ever-increasing sales and promotional out go. Earlier, Hero Honda and Bajaj Auto were the only producers of four-stroke motorcycles. Now, TVS Motor is also jostling for space in the four-stroke market. India Yamaha Motor last year achieved a dramatic turnaround on the back of the success of its 125cc Enticer and 106cc Libero models. IYM is also trying to retain their market share by introducing different bikes. They have launched two bikes in 2004 as change Libero and Fazer. In 2008, they have launched FZ-16 and R15. They have also launched an upgraded version of FZ-16 i.e. FZ-S. Currently, Yamaha have a market share of about 3.5% in the Indian twowheeler market.

RECOMMENDATIONS
Based on research, following recommendations are made to Yamaha Yamaha should expand its FZ series. It should promote newer models. Yamaha is seen as the bike of youth. Also Yamaha is originally considered as the racing bike manufacturer.

Yamaha should sponsor youth festivals. It should consider every contact points that can be made with the youth.

Yamaha should also introduce bikes in the economical range. Poor mileage is seen as the major drawback associated with the Yamaha bikes.

Yamaha should actively consider brand promotions. Yamaha lacks as far as brand promotion is considered compared to other brands.

Yamaha has much favourable position in the minds of consumers as compared to TVS, Suzuki and HMSI. Yet it comes distant fifth in the Indian motorcycle market. It shows lack of consumers confidence. Directed promotions towards this concern should be vigorously held on the national scale.

Company should focus on after-sales service. Proficient service will provide Yamaha a leading edge.

Yamaha should consider and project itself as a service oriented organisation. Today consumers demand effective and prompt continuous service. Yamaha should meet and exceed this want of consumers.

BIBLIOGRAPHY

Statistics for Managers by Levine,Stephan,Krehbiel,Berenson Annual report of the Compny. Marketing Management by Kotler,,Koshy,Jha Strategic Marketing by Anderson,vincze MAGAZINES/NEWSPAPER

Bussiness Today The Financial Express The Tme Of India Company Annual Magazine

QUESTIONNAIRE

1. Which motorcycle attracts you a lot? _________________

a.) _________________

b.)

2. Which company the following motorcycle brand belongs ?

Bajaj

Yamaha

Hero Honda

TVS

HMSI

Suzuki

Others

Apache RTR Pulsar135 Karizma ZMR

Fazer GS150R CBF stunner

3. Which brand you like the most? 1.) Bajaj 2.) Yamaha 3) Hero Honda 4.) Honda 5.) TVS 6.) Suzuki

4. Please specify your source of awareness for motorcycles: 1.) TVCF 2.) Newspaper 3) Magazine 4.) Showroom 5.) Family/ Friends 6.) Internet 7.) Hoardings 8.) Road Show 9.)Others, plz specify..

5. What/Who influenced you more for purchasing a motorcycle? 1.) Friends/Family 2.) Girl Friend 3.) Hoardings 4.) Show off 5.) Personal

Experience. 6.) Information from Dealer / Showroom Others, plz specify

7.) Test Drive

8.)Resale value 9)

6. Which company you associate with racing? 1. Bajaj 6.Suzuki 2. Yamaha 3. Hero Honda 4. TVS 5. Honda

7. Which company you strongly associate with youth? 1. Bajaj 2. Yamaha 3. Hero Honda 4. TVS 5. Honda 6.Suzuki

8. Which of the words/statements you think best describes the following companies?

Hero Honda Traditional Advanced Technology Reliable/ worthy High Performance Stylish/ Sporty Trend setter Trust-

Bajaj

Yamaha

TVS

HMSI(Honda) Suzuki

Innovative Good Mileage Passionate 9. You would like to be in which category for the following Motorcycle Brand: Bajaj Yamaha HeroHonda TVS Suzuki HMSI (Honda) 1.)Recommenders 2.) Preferrers

10. Which Brand you will never buy? 1. Bajaj 2. Yamaha 3. Hero Honda 4. TVS 5. HMSI 6.Suzuki

11.a. Reason for rejecting this particular brand.

12. Who is the brand ambassador of Yamaha? 1. M.S. Dhoni 2. Hrithik Roshan 3. John Abraham 4. Yuvraj Singh

13. Please write the color name of your favorite & not favorite. Favorite Color _____________ Not Favorite Color _____________________

14. Please write the Motorcycle color name of your favorite & not favorite. Favorite Color _____________ Not Favorite Color _____________________

15. Please write the color of your current motorcycle.

Present________________

a. What did you choose the above color? (Choose from the below listed Keywords & put on the box according to your priority)

1) Macho 2) Rich 3) Sophisticated 8) Shiny 9) Sporty

4) Youth

5) Trendy

6) Unique

7) Safe

10) Racy Image

11) Decent 14) Smart 15) Bright 16) Stylish 21) Sober 26) others

12) Eye Catchy/ Attractive 13) Professional 17)Suits Personality 22) Never Fade 18) Vibrant

19) Maintenance Free

20) Religious 25) Funky

23) Dust/Scratch less visible 24) Passionate

please specify: ____________

16. What is your dream motorcycle?

Model Name - .

17. Regarding Motorcycle Design, what is an important aspect for you?

(_________________)1) Body color

2) Sticker Design

3) Component Color

4) High

Contrast Color 5) Other Please Specify:__________________ Top 3 channels you watch most.. 1.. 2. 3.