CONSUMER PREFERENCE AND MARKETING STRATEGIES OF VARIOUS PLAYERS

(125CC) IN INDIA

PRESENTED BY :
Amulya Pokhrel
Anil Jain
Ashish Punia
Parshant
Rajesh Singh
Satyanaryan Somani
OBJECTIVES
Understanding of marketing strategies of various players of Motorbike industry under
aegis of marketing concept
Comparative analyis of performance of major player of motorbike industry
Consumer preferences/trends towards 125 cc segment

ROLE VIS-À-VIS FAILURE OF MARKETING STRATEGY & MARKETING RESEARCH

WHY/HOW

 YAHAMA HAS LOST ITS EMINENCE

 HERO HONDA ABLE TO RETAIN ITS POSITION

 HOW BAJAJ HAS TURN THE TABLE

METHODOLOGY
PRIMARY DATA

 QUESTIONAIRE

 INDUSTRY VISIT

SECONDARY DATA

 NEWSPAPER & MAGAZINES

 JOURNALS

 SIAM DATA

 INTERNET
QUESTIONNARE
 A survey was conducted among 100 respondents around Delhi to elicit their
responses on which the results and findings have taken shape in this project.

 The data collection methodology used is both a combination of primary and

secondary.

 The secondary data, about the 5 different bikes and their 5 companies, is
collected from the internet , newspaper, magazines and companies web sites.

 The primary data collection was done using a questionnaire method.

 The research methodology has taken into consideration the following factors
to find out the preferences among customers among the 5 brands :
-Gender, age, location,etc and to segment the market as per the
varied consumer groups.
INTERPRETAION OF OUR SURVEY
40

35

30
BAJAJ XCD DTS-SI
7% 9% 21% 125CC 25
TVS FLAME
7% HONDA CBF 20 36
STUNNER Fi 32
32% HERO HONDA 15
24% SPLENDOR-NXG
YAMAHA 10
GLADIATOR SS 14
11
OTHERS 5 7

0
Mileage Design Power Price service

Most People give highest weight age

Brand recall is highest for Hero Honda
NXZ and is the second highest for
Honda Stunner.
to design or mileage while choosing
a bike .A high percentage of people
also consider power to be the most
important to be the most important
factors while making a choice
INTERPRETATION OF OUR SURVEY
60 50

45
50 40

35
40
30
50
25
30 56
20
30
20 15

10
21
10 5 9
11 11 6 5
7
0
0 Strongly Agree Can't Say Disagree Strongly
Strongly Agree Can't Say Disagree Strongly Agree Disagree
Agree Disagree

A high percentage of the people agree that 50 people believe in availability of service
Mileage is more important than Power. station as important factor.
Successive set involved in Consumer Decision Making: Based on Our Survey:

Total Set Awareness Set Consideration Set Choice Set Decision

Hero Honda ?
Splendor NXG Splendor
Splendor NXG Bajaj XCD NXG
Bajaj XCD
Splendor NXG Honda-Stunner
Gladiator
Bajaj XCD
Stunner
Flame
INTERPRETATION OF SURVEY

INTERPRETATION:- The following developments are

desired by the people who were surveyed :

 Pick up of the bike should be more.

 The company can go for better design.
 Mileage should be increased.
 Seating comfort should be more.
 Price should be lowered.
LIMITATIONS OF THE RESEARCH METHODOLOGY
Research work was carried out in Delhi/NCR. The finding may not be
applicable to the other parts of the country because of social and cultural
differences.
The sample size was only 100.

Population taken young and educated

 
The sample was collected by using convenience and random sampling
techniques. As such result may not give an exact representation of the
population.
 
 
The views of the people may be biased therefore it may not reflect true
picture.
 
 Market Capitalization of various player
 HERO HONDA

 BAJAJ

 YAMAHA

 TVS

 HONDA
 PRICE COMPARISION OF VARIOUS BIKE PAYERS
  .

BIKE SHOWROOM PRICE (RS.)

Splendor NXZ 43,545
Bajaj XCD 44,000
Yamaha Gladiator 52.520
TVS Flamer 48,990
Honda 67,430

VARIOUS FEATURES OF MAJOR THREE BIKE PLAYERS

COMPANY HERO HONDA BAJAJ XCD-125cc YAMAHA
FEATURES SPLENDOR GLADIATOR
NXZ
TYPE Commuter Commuter Commuter
TOP SPEED 97 kmph 90 kmph
WEIGHT 107 kg 113 kg 128 kg
GEARS 4 speed 4 speed 5 speed
FUEL TANK 10.3 ltrs 8.0 ltrs 13 ltrs
CAPACITY
FUEL GAUGE Analog Digital Analog
ENGINE Air Cooled , 4 Air Cooled Air Cooled 5 stroke
stroke, SOHC SOHC, 2-volve
FUEL 65 60 -
CONSUMPTION
(CITY)
PRICE(Rs.) 43,545 44,000 52,500
 Hero Honda
How Hero Honda able to retain its position ?

Brand Theme Transformational AD Tagline

Appeals

Megamarketing HERO HONDA Competing on

Global basis

Brand Reinforcement
Brand Revitalization
Brand Strength

Positioning
Brand Valuation
BAJAJ
How BAJAJ able to regain its market ?

Target Bajaj Pro-biking

Stores

Platina,XCD

Channalised
Bajaj Two-wheelers Market
Low Price (Penetrated Market) Distribution

Strong Dealers
Network

Lowering the qualifications

for potential buyers. Target
Market
YAMAHA
 WHY YAMAHA HAS LOST ITS EMINENCE?

 CHALLENGES AHEAD

FOUR- PRONGED STRATEGY

CONCLUSIONS & RECOMODATION
Hero Honda
Middle income class
Economical Price
Regular Use use e.g. commuting
Yamaha
Sporty Look
Pick Up
Honda
Design
Bajaj
Cheap and Economical
 THANK YOU

QUERIES ??