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COMPANY TRAINING PROJECT REPORT
ON
MARKETING AND HUMAN RESOURCE MANAGEMENT
COMPLITED IN
HERO HOND
Submitted in partial fulfillment of the requirement of Bachelor in business administration (BBA), from Guru Jambheshwar University of science and technology.
Training supervisor Submitted byANMAMIKA CHOPRA Ajit Kumar
Enroll. Id -048820189
Batch: 2004-20007
INDRAPRASTHA INSTITIUTE OF TECNOLOGY ANDMANAGEMENT
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STUDENT UNDERTAKING
THIS PROJECT IS SUBMITTED TO INSTITIUTE OF INFORMATION
TECNOLOGY ANDMANAGEMENT AS SUMMER TRAINING
PROJECT FOR BACHELOR OF BUSINESS ADMINISTRATION
(B.B.A.) 2004-2007”
PROJECT GUIDE
By
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PREFACE
HERO and HOND first come together for a possible joint venture
to inter the automobile market in 1948. It was clear from the outset
that both companies shared similar values and beliefs and a strong
relationship quickly formed. It has also been established itself as the
world’s largest manufacturer of the motorcycles, commanding 25% of
the motorcycle market and nearly 50% of the Japanese market.
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ACKNOWLEDGEMENT
My first and foremost thanks to God Almighty ho helped me to
complete my project work. I take this opportunity to express my
profound gratitude to Mrs. Shilu (project incharge) whose support and
suggestions were immense in enabling the successful completion of
this project.
Finally, my hearty thanks to my parents and friends for their moral
support, suggestions and encouragement.
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TABLE OF CONTENTS
1. INTRODUCTION
2. OBJECTIVES
3. COMPANY PROFILE
4. RESEARCH METHODOLOGY
5. MARKETING STRATEGIES
6. PRODUCT
7. PRICE
8. PLACE
9. PROMOTION
10.S.W.O.T ANALYSIS
11.LIMITATION
12.CONCLUSIONS
13.RECOMMENDATIONS
12.BIBLIOGRAPHY
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1.INTRODUCTION
The Honda motor company was incorporated in 1948. Since its
inception, Honda has become the large Japanese industrial concern
among those companies incorporated after World War II. It has also
been established itself as the world’s largest manufacturer of the
motorcycles, commanding 25% of the motorcycle market and nearly
50% of the Japanese market.
Today Honda is acknowledged as the undisputed leader in the
motorcycle technology. Recognized the world over as a pioneer, the
Honda name is guarantee of the technological and the manufacturing
excellence of any product. Honda other areas of product excellence
include Automobiles and Power products (Lawn Movers, generators
and Outboard motors.)
Honda motor company has 83 overseas production
facilities in 35 countries looked after by 93000 strong force. In 1995 its
consolidated sales amounted over Rs. 140000 crores. Hero Honda
Motors Ltd. Unit II is located at 37th km stone from Delhi on Delhi-Jaipur
highway at Gurgaon (Harayana), amidst clean industrial surroundings
with wide-open green areas and lawns.
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The factory building itself is refreshingly different. The plant
layout is so designed as to ensure maximum movement of men and
material. Maximum attention is paid to the employee’s convenience
and mobility. The emphasis on quality is apparent in the clean and
congenial working environment in which the employees can put in
their best.
Advanced integrated technology can be seen at work in every
operation be it Press shop, Weld shop, Engine assembly, Frame
assembly and final inspection. An outstanding feature is the most
sophisticated and advanced Engine Plant for the manufacture of the
engine components. Another highlight is the efficient water treatment
plant. After treatment the water is pumped into artificial lakes used for
horticulture.
As the modern and technology in the world would come to naught
without the corresponding development of the human values and
attributes. Hero Honda management has realized this need and have
made a conscious effort to create unique work culture in the
company. The culture has evolved through a unique synthesis of
the Indian and Japanese styles of management.
What makes Hero Honda well, Hero Honda, is synergy. The two
partners, leaders in their respective domains, have been able to
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consistently draw on each other's strengths. The Hero Group's deep
domain knowledge of the Indian market and its supplier network has
meshed with Honda's mastery over four-stroke engine technology to
create modern and fuel-efficient machines at affordable prices for
India 's 250-300 million strong middle class.
Progressively through the 1980s, the 1990s and now in the 2000s,
Hero Honda has relied on 3 R's-- Reach, Research and Reliability
as its basic building blocks. Using feedback from the market, a fully-
equipped R&D center has consistently created best practices in
designing, testing and harmonization, besides placing strong emphasis
on road safety and ride quality. This emphasis has helped Hero Honda
build products that are ahead of their time.
Hero Honda was also one of India’s first automotive companies
to get close to the customer. Over the years, feedback has flowed back
and forth seamlessly through a unique CRM program – the Hero Honda
passport program that now has over 2.5 million members on its roster.
The program has not only helped Hero Honda understand its
customers and deliver value at different price points, but has also
created a loyal community of brand ambassadors.
The best is yet to come. Hero Honda is powering its way through a
market that is still to unleash its true potential , as barely two percent
of the population has been penetrated so far!
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It is not surprising that the company is in no mood to take its hand off
the throttle. As Brijmohan lall munjal, the chairman, Hero Honda
motors succinctly puts it, “we pioneered India’s motorcycle industry,
and its our responsibility now to take the industry to the next level. We
will do all it takes to reach there”.
AN ENVIRONMENTALLY AND SOCIALLY, AWARE COMPANY
At Hero Honda, our goal is not only to sell you a bike, but also to help
you every step of the way in making your world a better place to live
in. Besides its will to provide a high-quality service to all of its
customers, Hero Honda takes a stand as a socially responsible
enterprise respectful of its environment and respectful of the important
issues.
Hero Honda has been strongly committed not only to environmental
conservation programmes but also expresses the increasingly
inseparable balance between the economic concerns and the
environmental and social issues faced by a business. A business must
not grow at the expense of mankind and man's future but rather must
serve mankind.
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"We must do something for the community from whose land
we generate our wealth."
A famous quote from our Worth Chairman Mr.Brijmohan Lall Munjal.
Expansion plans and future outlook
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Earlier, HHML has faced capacity constraints and lost significant
market share to competitors during FY95 and FY96. With demand for
motorcycles on the upward curve, the company commissioned a new
plant at Gurgaon, with a capacity of 150,000 vehicles pa in FY97.
Capacity at Dharuhera plant in Haryana has also been expanded from
300,000 vehicles to 350,000 vehicles during F.Y. 98. In the future too
the company has indicated to invest in capital equipment and regularly
introduced new models. The future outlook for the motorcycles
segment looks positive with it capturing a larger share of the cake from
scooters. With customers having become more discerning in terms of
features and aesthetics, their preference has shifted towards bikes.
With adequate manufacturing capacities and a leading world player as
its partner, HHML is well be intended entry of Honda in the two-
wheeler market two year hence.
HERO HONDA’S MISSION
Hero Honda’s mission is to strive for synergy between technology,
system and human resources, to produce product and services that
meet the quality, performance and price aspiration of its customers. At
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the same time maintain the highest standards of ethics and social
responsibilities.
This mission is what drives Hero Honda to new heights in excellence
and helps the organization forge a unique and mutually beneficial
relationship with all its stake holders.
HERO HONDA REGISTERS 23% GROWTH IN JUNE ‘06
Records a growth of 21% sales in Q1 of 2006-07
Hero Honda, the ‘World no.1’ two-wheeler company, continues to
strengthen its leadership in the Indian two-wheeler industry,
registering impressive growth in sales in the first quarter of the FY
2006-07.
For the quarter ending June 2006, the company achieved cumulative
sales of 8,32,692 units, recording a growth of 21.29% compared to
the same period last year. During the corresponding period last
financial year, the company had recorded sales of 606494 units in the
first quarter ending june2005.
In June 2006, the company sold 278660 units registering an
impressive growth of 23.26% as against 226073 units in June last
year.
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During the month, Hero Honda launched Glamour F1- India’s first Fuel
Injection motorcycle. The new technology eliminates rhe need for a
carburetor, offers the most comfortable drive and the lowest emission,
in addition to host of other features, which is now available for the first
time to Indian two wheeler riders.
SALES PERFORMANCE
Jan ‘06 Jan ‘07 FY 05-06 FY 06-07
Total Sales 249450 297554 2477744 2778326
Ancillaries
HHML has a strong network of ancillaries comprising inter alias, a
number of Munjal group companies such as Munjal Castings, and
Munjal Showa. Also there are dedicated vendors like Rico Auto.
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HHML has indigenous more than 95% of its components. In line
with Honda philosophy, HHML source most of its component
requirement from third party vendors. This allows greater flexibility in
production planning. Materials cost is relatively high and overheads are
lower.
Social Contributions:
Hero Honda, believe in a wholesome approach towards
development in a large agrarian economy like India, by assimilating
our rural sub systems to the main steam of development. By doing so
we can rural income, generate employment and can profit basic
amenities in the rural areas. In the process of procuring the ISO 14001
certification the company has implemented the environment
management program which, inter alia, includes the training of 400
employees and codification of guidelines for the control of wastage of
resources. The tree plantation plan of the company continues with the
same vigor.
EXPORTS
In continuation of its pursuit to increase its Export Base, Hero
Honda Motors participated in SAARC & CII Trade Fair’s. The response of
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the product shown in the fairs was very encouraging & the company
expects to clock higher exports sales during the current Financial Year.
During the Year under review Guatemala, Chile & Costal Rica were
added as new product & service markets.
HERO GROUP OF COMPANIES:
Their operations cover spectrum of consumer and industrial
application including motorcycles, mopeds, automotive components
and industrial supplies. In each of these areas Hero is a pioneer and a
leader. Hero Cycles Ltd. is in the Guineas Book of World Records as the
world’s largest bicycle manufacturer.
Hero Motors Ltd. makes Hero-PUNCH: the most advanced light
motorcycle. Hero-PACER, PANTHER and ANKUR produced by majestic
auto Ltd. are among the most popular mopeds in the country.
Other companies in the HERO galaxy are Gujrat Cycles Ltd.:
Indian’s most advanced bicycle manufacturing unit; Munjal Showa Ltd.:
Major O.E. supplier of the stock industries: brand leader in shafts and
hubs; Highway Cycle industries: manufacturing free wheels and
Sunbeam Castings: making precision non-ferrous castings.
Modern technologies for systems have transformed the profile of
HERO. Yet the formula for success is unchanged –A drive for quality
and economy. A commitment to ancillary development and
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uncompromising attention to the common man’s need
HERO GROUP
BUSINESS HERO CYCLES LIMITED
HERO CYCLES LIMITED (UNIT II)
GUJARAT CYCLES LIMITED
Bicycles Established in 1956 in Ludhiana Product : Bicycles
Established in 1988 in Sahibabad Product: Bicycles
Established in 1988 in Baroda Product : Bicycles
BUSINESS
Auto-Two Wheelers
HERO HONDA MOTORS LIMITED
Established in 1983 New DelhiProduct: motorcycles
MAJESTIC AUTO LIMITED
Established in 1978 Ludhiana Product : mopeds &
HERO MOTORS(A DIVISION OF MAJESTIC AUTO LIMITED)
Established in 1988 Ghaziabad Product : mini motorcycles
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collaborator: Honda motor co. Ltd., Japan
fitness equipment
Collaborator: steyr daimler punch, austria product: scooters, collaborators: Malguti, Italy.
BUSINESS
Bicycle and Auto Components
ROCKMAN CYCLE INDUSTRIES LIMITED
Established in 1960 LudhianaProduct :Automotive & Bicycle Chains; Steel & Aluminium Hubs.
HIGHWAY CYCLE INDUSTRIES LIMITED
Established in 1971 Ludhiana Product: Freeweheels & Special Machine Tools
MUNJAL SHOWA LIMITED
Established in 1985 Gurgaon Product : Stock Absorbers Collaborator: Showa Manufacturing Co. Japan
BUSINESS
Castings and steel
MANJAL CASTINGS
Established in 1981 Ludhiana Product : Non-ferrous Castings
SUNBEAM CASTINGS
Established in 1987 Gurgaon Product : Non- ferrous Castings
HERO CYCLES-COLD ROLLING DIVISION
Established in 1990 Ludhiana Product : Cold Rolled Steel Sheets and Coils
BUSINESS
Services
HERO EXPORTS
Established in 1993 Ludhiana Product : International Trading Company dealing in Commodoties & Engineering Items
HERO CORPORATE SERVICES Established in 1995 New Delhi Product: Corporate Service in Finance, HDR, IT & Strategic Planning
MANJAL SALES CORPORATION
Established in 1975 Ludhiana Product: Sole Selling Agents of Bicycles and Bicycles Parts for India.
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2.OBJECTIVES
The corporate objectives of the company are:
1. To supplies the products of highest quality at the reasonable
price for customer’s satisfaction and for the benefits of the
society in general.
2. To provide concerned person with happiness in associated with
the company.
3. To offer joy to vendors supplying the components.
4. To offer joy to dealers of selling the products.
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3.COMPANY PROFILE – HERO HONDAMOTORS LIMITED
Hero Honda Motors Limited was incorporated on 19th January
1984 as a result of a joint venture collaboration between the world’s
largest manufacturer of Motorcycles “Honda Motor Company of Japan”
and the world’s largest manufacturer of bicycles “Hero Group”. The
Honda Motor Company of Japan and the Hero group both contribute an
equal 26% share in the equity, with the rest being with the public.
Hero Honda is today the largest 100-cc motorcycle selling
company in the Indian market. Hero Honda motorcycles have become
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synonymous with economy and set standards in the Indian two-
wheeler market for their fuel efficiency, low emission levels and better
quality. All this along with the fact that the company’s products are
designed for the Indian market and driving conditions gives it a distinct
competitive edge.
Hero Honda Motors Limited launched its first motorbike “Hero Honda
CD 100” in May 1985. After the launch of the first motorbike, it
introduced the “Hero Honda CD 100 SS”, the “Street Smart”, “Hero
Honda Splendor” and the “Hero Honda CBZ”, motorcycles in the Indian
market.
Hero Honda has acquired around 43% market share in the Indian
motorcycle market. The company has a wide network of dealers and
service points with emphasis on customer care and service. The
company has 360 dealers in India. Hero Honda is the only Two-wheeler
Company, which has introduced automated workshops at all major
dealership showrooms. The company has 220 automated workshops in
India. In 1990-91, Hero Honda promoted a company- Hero Honda
Finlease, to provide lease finance to its customers.
Hero Honda was awarded the “Best Productivity” performance
award by the National Productivity Council for the Automobile industry
for the year 1990-91. The company also received the Economic Times
“Harvard Business School Association of India” award against 200
strong contenders.
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The company apart from being the market leader in the Indian
motorcycle market also fulfills its obligation to the society. It operates
a mobile dispensary van in the service of those living within 10-
Kilometer radius from its plant. Hero Honda also conducts eye-camps
each year also cataract operations on a charitable basis. The company
has, also established the Raman Kant Foundation, a trust to work
exclusively in the area of socio cultural and educational developments.
4.RESEARCH METHODOLOGY
Research Methodology is a way to systematically solve the research
problems.
Following steps have to be taken to obtain a correct result.
1. Define Research problem clearly
2. Formulate Hypothesis
3. Develop Research design
4. Collect Data
5. Analysis of Data
6. Interpret and Report
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These steps were not fully followed in this study as the research was
not numerically inclined and was not based on primary data.
In this final project the topic is related to the Marketing Research and
analysis. The study of my research is descriptive and is related to the
motorcycle industry. This is the topic, which falls under market
leadership, competition, strategies and other policies of motorcycle
Industry.
As my study was more focused on the strategic position of the key
players in the industry, the data was collected primarily through
secondary source.
Though some dealers and showrooms were informally visited, and
some information was collected through an unstructured interview.
METHODOLOGY USED
1. Research Design - The project was designed to be a
Descriptive Research, because the study required an in depth. Look
into the Motorcycle market; it's structure and Status.
2. Data collection
Method - The basis of this project is the information
collected through Secondary data. In order
to get the view of those related in this
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market, some dealers and showrooms were
informally visited.
3. Data Source - All the information were primarily collected
through Business Magazines, Newspaper
cuttings, Internet sites.
The structure of this research was decided while keeping readers in
mind. It is an attempt to put forward my study in easy and simple
language.
OVERVIEW
GENERAL INFORMATION
Registered and Corporate Office
: 34, Community Centre Basant Lok, Vasant Vihar, New Delhi-110057Tel:6142451 (9 lines,) 6144121Fax:6143321, 614321, Gram: HONDABIKE
Works : DHARUHERA PLANT 69th Km. Stone Delhi-Jaipur Highway Dharuhere-122100 Dist. Rewari (Haryana) Tel: 01283-42131-35 Fax: 0128-42399
GURGAON PLANT 37TH Km. Stone Delhi-Jaipur Highway Gurgaon-122001 Haryana Tel:0124-372129-29 Fax: 0124-373141-42
Distance of WorkInternational Airpot Head Office
::
54 Kms.60 Kms.
22 Kms.28 Kms.
Area Total Covered
::
2,48,000 sq. mts.61,200 sq. mts. 24.7&
2,83,360 sq. mts.51,200 sq. 18.07%
Technical & : Honda Motors Co. Ltd.
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Financial Collaborators
No.1 –1, 2 ChomeMinami – aoyama, Minato – Ku,Tokyo – 107, JapanTel: 3-3423-111 Telex: J22678 HONDAMATRFax: 3-3423-2442
5.MARKETING STRATEGIES
MARKETING
Marketing is challenging and exciting. The solving of marketing
problems required insight, experience and analytical ability. Take the
case of a company faced with the problem of increasing its sales.
Increase in the sales at the expense of profits may not be a desirable
objective. Again there are many ways in which sales can be increased,
e.g. by finding new customers or selling more to existing customers, by
increasing advertising and by reducing the price. The marketing
manger must decide which strategy or combination of methods he
should adopt for increasing his sales profitably. He must also keep in
touch with the changing needs and desires of the consuming public as
well as his competitors’ activities. Thus marketing is interesting, as it
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required the marketing manger to be dynamic and not complacent for
continuous prosperity of his organization.
THE MARKETING FUNCTION
However the meaning of marketing is not often clear to people
who use the word. To a salesman it means selling whereas to an
advertising manger it means advertising. High-sounding definitions
have also been advanced. For example, Paul Mazur defined it as “the
delivery of a standard of living of society”. Thus was expanded by Prof.
Malcolm McNair to “the creation and delivery of a standard of living.
“Marketing is the primary management function which organizes
and directs the aggregate of business activities involved in converting
customer purchasing power into effective demand for a specific
product or service and in moving the product or service to the final
consumer or user so as to achieve the company-set or other
objectives”.
(A) RELEVANT MARKETING FORCES
Consumer habits.
Consumer attitudes and motivations.
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Trade structures and practices.
Trade attitudes and motivation.
Types of competition.
Relation of supplies and price to demand.
Position and share of the market.
Trends of competitive behavior.
Government controls, which are applicable.
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6.PRODUCT
A Product is something of value that is offered for sale or hire
with the aim of satisfying customer needs. It is a bundle of satisfaction
that the customer buys. A product may be a tangible offer to the
market, which includes product quality, variety, design, features,
branding etc. It may also be intangible such as provision of a service
like training or education etc. Many products may have tangible as well
as intangible attributes. For example Daewoo Cielo car is the tangible
product and after sale services and mobile repair anywhere is an
intangible service.
Product Line
A product line refers to a group of product clubbed together
because they have one of the above-described characteristics in
common. The number of product lines carried by a firm at a given
point in time is a function of its resources and competitive position.
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Product Width
This refers to the number of different product lines marketed by
a firm.
Product Depth
This refers to the numbers of product items and their variations
(like size, packaging, colours, etc) offered in each product line.
Product Consistency
This is the degree of similarity between product line in end use,
technology and production techniques, distribution channel etc.
The ideal product mix is an issue that varies from firm to firm
and may be hard to define and come by.
POSITIONING OF THE PRODUCT
Positioning concerns what is in the minds of consumers, in
particular in the minds of your target group(s) of consumers. It is what
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the consumers think of the product or the firm or their perception of
the product offerings of a firm.
It is about the position your firm, the product, and the brand
occupy in the minds of particular group of consumers, the attributes
they associate with your product, and they have concerning the
product. Positioning is something that goes on in the consumers mind.
BRANDING
A brand is a name, term sign, symbol, or design, or a
combination of them, intended to identify the goods or services of
one seller or group of sellers and to differentiate them form those of
competitors.
Branding is a way of labeling your particular product offering to
distinguish it from other competitor’s product offering.
Types of brand names
One name Many different names
Umbrella corporate
Name
Family Umbrella Names
Range Names
Separate individual
brand Names
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PRODUCT DESCRIPTON (HERO HONDA LTD.)
Hero Honda has launched the following motorbikes in the Indian
market.
Hero Honda CD 100
Hero Honda CD 100 SS
Honda Sleek
Hero Honda Splendor
Hero Honda Street Smart
Hero Honda CBZ
Hero Honda joy
Hero Honda passion
Hero Honda Ambition
Hero Honda Karizma
Hero Honda Dawn
A brief description of these bikes is as follows:
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PRODUCT AND SERVICES
HERO HONDA CD 100
CD 100 The original “Fill it, Shut it, Forget it” bike is India’s first 4-
stroke bike and is still the India’s foremost. It is an economical and
reliable bike, which has the ability to go on and on, year after year. The
CD100 4-stroke engine is derived from Honda’s tough economic series
range of engine, which makes it, fuel-efficient. The bike is economical
and easy to maintain with optimal oil circulation of 50ml, for every
1000 kilometers. It has separate oil circulation in the engine. Hence no
possibilities of carbon deposits on piston rings, spark plug and no
silence to worry about.
CD 100 is an improved, easy to ride bike, with illuminated
speedometer with a colour- marked “economy zone” indicating cruising
range. The bike has a 97.2 cc, 7.2 hp at 8000- rpm engine. It has an
electronic ignition and it weighs at 107 kg (kerb weight). It
gives the maximum speed of SO kilometer per hour. CD 100 comes in
a four speed constant mesh – all foot shift gears.
The bike is priced at Rs. 37000(ex-showroom Delhi) and at Rs
36000 (ex showroom Mumbai. CD 100 is available in four colours
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candy Ruby red, Black, Amazing Blue metallic and sierra green
metallic). The bike confirms to the year 2000 Euro emission norms.
HERO HONDA CD 100 SS
The CD 100 SS is a bike that is meant to take on the toughest
riding condition, while continuing to enjoy the legendary fuel economy.
The CD 100 SS adds a new dimension of strength to Hero Honda’s
world famous four-stroke technology. The bike has a 97.2 cc, 7.2 hp at
8000 rpm. It has a large ground clearance of 165 mm and it weights at
112kg(kerb weight).
The CD 100 SS has wider tyres, to grip the road in any condition
giving it improved cornering stability and safety. The bike has large
reinforced shock absorbers, to soak up bumps on unkind roads, to
protect the bike and to give the ride more comfort. CD 100 SS also
has an engine guard, to protect and engine from the assault of sand,
mud and stones, therefore giving it improved performance. The bike
comes with a transmission of 4-speed, constant mesh, all feat shift
gear and it has an electronic ignition. The CD 100SS has a
fuel tank capacity of 10.1 liters (including 2.8 liters reserve). CD 100SS
is priced at Rs. 39,000(ex-showroom Delhi) and at Rs. 37,000 (ex-
showroom Mumbai). The bike is available in the following colours
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(Candy Ruby Red, Black, Amazing Blue Metallic, Sierra Green Metallic
and Classy Maroon Metallic).
HERO HONDA SLEEK
Hero Honda Sleek is a 97.2 CC1, 4-stroke, single cylinder, air-cooled
bike, that comes with a Electronic Ignition. The bike has a Multi-plate
wet clutch and it comes with a transmission of 4-speed constant mesh,
all foot shift gears. It has a Backbone frame type. The Sleek has a
maximum power of 7.0 hp2 @ 8000 rpm and it gives a maximum speed
of 85 Kilometers per hour. The bike has a ground clearance of 165 mm.
And It has a dry weight of 100 Kilograms. The Sleek has a fuel tank
capacity of 10.3 liters (including 1.4 liters reserve).
HERO HONDA SPLENDOR
Hero Honda Splendor the world’s largest selling motorbike is a 4-
stroke, 100cc-driving machine. It has smashing good looks and gives
excellent performance. The bike’s new engine gives unprecedented
fuel efficiency. It has a well-cushioned Long-slung seat that helps the
rider to rest and ride at the same time. Splendor
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has very good suspension, which works so well, that one may never be
able to find out what happens between the tyres and the bumpy roads.
Splendor is a bike that met the pollution control standards of 1990’s.
Splendor comes with a transmission of 4-speed Constant Mesh all foot
shift gears. It has an Electronic Ignition and it weight at 90 Kilograms
(Kerb weight). The bike has a maximum power of 7.5 Ps at 8000 rpm
and it gives a maximum speed of 85 kilometer per hour. The Splendor
has a tabular double crable type frame. The bike has a wheelbase of
1230 mm and a ground clearance of 159 mm.
Hero Honda Splendor is priced at approximately RS 41,000 (ex-
showroom Delhi) and at RS 39,000 (ex-showroom Mumbai). The
Splendor is available in the following colours (Black, Candy Ruby Red,
Blaze Blue silver Metallic, Sierra Green Metallic and Hi Cranite Blue
Metallic). The Splendor conforms to the year 2000 Euro emission
norms.
HERO HONDA STREET SMART
Hero Honda Street Smart is a 4-stroke, 100cc bike, which delivers
great pick-up, and the bike is reasonably priced. The Street Smart
comes with trendy front shield, which makes it more sturdier safer and
smarter. The bike has Rotary gears and Auto-Clutch, which makes it
amazingly maneuverable. It has a storage box,
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which makes it easy to carry bags, lunch boxes etc. The Street Smart
also has an automatic decompression, which makes it easy to start.
The bike also comes in a self-start model, which helps to reduce load
on the battery and enhances its life. It’s a sheer convenience for riding.
The Street Smart has Electronic ignition and a background tubular type
Frame. It has a ground clearance of 133mm and it comes with a
transmission 4-speed constant Mesh all feat shift gears. Street Smart
has a wheelbase of 1205 mm.
Hero Honda Street Smart is priced at approximately Rs 32,000
(ex-showroom Delhi) and Rs 36,000 (ex-showroom Mumbai). It is
available in the following colours (Candy Ruby Red, Black, Sierra Green
Metallic and Purple Metallic).
HERO HONDA CBZ
Hero Honda CBZ is a bike that is equipped with five gears and
156.8 CC engine which generates 12.8 Ps power. The bike reaches
from 0 to 60 kilometers per hour in just 5 seconds effortlessly touches
the top speed of 100 kilometers per hour. The CBZ also has the widest
rear tyre, with a unique tread pattern that is not available on any
Indian motorcycle. It also has a large 130-mm drum brakes, and also
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has an option of front disc brakes, which enhances its braking
performance.
The CBZ also has the Transient Power Fuel Control (TPFC) system
which helps in giving the bike quick acceleration. The bike also has the
trip meter, which measures the distance traveled in a trip. It also has
the dynamic vibration dampers incorporated in the handlebar, which
ensures that the ride is smooth and easy. The air injection system in
the CBZ injects fresh air in to the exhaust part. The unique trapezoidal
headlights gives CBZ a stylish look and helps the Rider to see clearly in
the darkest to nights. The CBZ also has a multi-lever lockable seat
which provides storage space and doubles as an anti theft mechanism
for GDI unit RR unit and the battery. The bike also incorporated the
zero crank case evaporative emission, pollution control feature so
advance, that it is seen for the first time in India.
The Hero Honda CBZ is priced at approximately RS 57,000. The bike is
available in the following colours (Black, Tasmania Green, Tahitian
Blue, Candy Sparkling silver and Candy Blazing Red).
HERO HONDA PASSION
Engine 4-stroke, single cylinder air cooled OHC
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Displacement 97.2ccMaximum Power 7.5 Ps at 8000 rpmGear Box 4 Speed constant meshClutch Multi-plate wet typeMax. Speed 85 kmphFrame Tubular double cradle Suspension Front
Rear Telescopic Hydraulic fork Swing Arm with 5 step adjustable hydraulic damper
Tyre Size Front Rear
2.75 x 18 x 4 PR3.00 x 18 – 3/6 PR
Final Drive Roller ChainBattery 12 V- 2.5 AHIgnition Electronic CDI Starting Kick Starter Wheelbase 1235 mmGround clearance 159 mmLength 1980 mmWidth 720 mmHeight 1060 mmKerb weight 116 mmFuel Tank Capacity 12.8 litres (Reserve 1.1 ltrs)
SPECIAL PHYSICAL FEATURES OF NEW BORN …PASSION
PASSION is one of the classiest looking bike HERO HONDA Motors
Ltd. has ever made. Truly going by the traditions of its Corporate
Image … Leading The Way, HERO HONDA Motors Ltd. has designed &
introduced a bike truly for the youth of the new century. It’s a feast for
your eyes…
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SOME OF THE PHYSICAL FEATURES THAT ARE DESIGNED IN BIKE …PASSION
HEAD LIGHT
Trapezoidal head light with a multi-reflector lens in a well-designed
visor gives the motorcycle a stylish look. The headlight also has a
position lamp. It comes in handy* when you head light bulb is not
working and can go a long way in providing that extra safety at night.
MUDGUARD – FRONT PORTION
Enhances safety for the rider.
FUEL TANK
Newly designed knee grip fuel tank has a capacity of 12.8 litres with a
reserve of 1.1 litres.
STORAGE KIT
A large lockable storage space for imported items.
THE ENGINE
4-stroke, 97.2 cc, single
Cradle Tubular Frame’.
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THE SIDE COWLING
The integrated side cowl gives a stylish look to the motorcycle. The
matching graphics gels very well with the overall sporty look of the
motorcycle.
SHOCKERS
The rear shocker can be adjusted according to the terrain and the ride
is as comfortable on a village road as on a city highway.
SEAT
A wide and comfortable seat makes for tireless riding. The seat is
lockable – tool kit and important papers are safe under it. A helmet
holder is also provided.
BACKLIGHT
A new design taillight with multi reflector makes PASSON the first two-
wheeler to use multi reflectors.
HERO HONDA AMBITION
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This 133cc engine gives you the lead. A mileage of 79 kmpl"makes
sure you stay on the road. And the Regal Crest styling makes you feel
kingly.
It's time to move up in life. With Ambition, there's no looking back
The 133cc engine with an 11 bhp thrust. Ensured through AMI-
Advanced Microprocessor Ignition system.
A superbly shaped 12.5-litre capacity fuel tank, along with mileage
that ensures you comfortably cross many milestones!
The styling has a touch of royalty, and is topped with a Regal Crest.
HERO HONDA KARIZMA
The Karizma features a 223cc, 17PS power pack that accelerates you
from 0-60 in 3.8 seconds. Distinctive styling and Mag alloy wheels
make this bike stand out before it races away from the pack.
Digital ignition and a constant vacuum carburetor facilitate better
control of ignition timing.
Priced at Rs. 89,220/- on road Mumbai the Karizma is available in
seven attractive shades.
HERO HONDA CD DAWN
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Presenting CD Dawn, the true-value 4 strokes, 100cc motorcycle from
Hero Honda. A motorcycle that encompasses the legendary Hero
Honda values of fuel-efficiency, economy and rock-solid dependability
TOUGH TRACK SUSPENSION
The CD Dawn comes with a unique suspension that smoothens and
absorbs bumps on unkind roads and provides you with continuous
riding comfort.
DOUBLY STRONG TUBULAR FRAME
Its double tubular-cradle frame by imparting extra stability to the
motorcycle ensures an exceptionally stable ride.
This and other features - like the legendary Hero Honda mileage, the
first-of-its-kind 2-year warranty in the category and a price that will
make you smile, is what makes the new Hero Honda CD Dawn - Value
Nayae Zamane Ki
PRODUCT STRATEGY
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Hero Honda shifted its focus from catering to the fuel efficient
conscious consumer to try and occupy other segments of the
motorbike market and therefore the new product launches from Hero
Honda in the last three year have been in this direction. The company
has also upgraded some of its bikes to stay in contention and to meet
Euro emission norms. The new underlining theme for the company
“One for everyone” has led to the launching of new products, which
are as follows:
Street Smart: Hero Honda introduced its Street Smart in 1997. The
company who were more inclined towards the scooters and who
thought that the scooters were more safer than the
1) thus Hero Honda decided to launch the Street Smart. The bike was
built in such a way that it resembled more like a scooter, than a
motorcycle, but actually it is a motorbike i.e. it is a “hybrid”
2) CBZ: Hero Honda introduced the CBZ in 1999. The bike was
launched as a result of the changing trends amongst the Indian
customers from fuel-efficient bikes that were heavier, more
powerful, trendy, stylish and sophisticated. This was done to cater
to those customers who wanted to buy motorbikes for fun, thrill and
great driving experience rather than being cost conscious. CBZ was
also launched to acquire the market share from the heavy
motorbike segments, as the company did not have any heavy
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motorbike. It was the first time that Hero Honda had made a shift
from 100 cc bikes to a 156cc bike.
With the launch of these two motorbikes and various other
motorbikes in the pipeline, Hero Honda’s strategy is to get into those
segments of the motorcycle market where they have not made inroads
earlier.
Hero Honda continues to have the strategy of parity pricing.
They have neither taken the root of doing heavy discounting nor have
they tried to occupy the premium position. However with the launch of
CBZ the company is gradually getting into the area of
premium positioning. The company keeps on making changes in the
pricing of the bikes, whenever there is an increase in inputs.
7.PRICE
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Price is one of the important elements of the marketing mix, but
lately, it has come to occupy the center-stage in marketing wars. The
amount of money that customers have to pay for the product is called
price.
Price is the amount of value a product a masses in the market. To a
manufacturer, price represents quantity of money received by the firm
or seller. To a customer, it represents sacrifice and hence his
perception of the value of the product.
Pricing is the only elements in marketing mix that creates revenue,
the other generate costs.
Every firm has different Pricing objectives. A firm can choose from
the following
a) Survival in a competitive market.
b) Maximize current profits and return on investment
c) Balance price over product line
d) Maximize sales growth.
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PRICING STRATEGY OF HERO HONDA
Hero Honda continues to have the strategy of parity pricing.
They have neither taken the root of doing heavy discounting nor have
they tried to occupy the premium position. However, with the launch of
CBZ the company is gradually getting into the area of premium
positioning .The company keeps of making changes in the pricing of
the bikes ,whenever there is increase in inputs
Ambition ( Drum & Kick ) Prices (in Rupees)
CityEx. Showroom Price
On Road Price
Bangalore 43,857.00 48,512.00 Calcutta 45,343.00 48,500.00 Chennai 45,814.00 49,469.00 Delhi 44,612.00 46,873.00 Mumbai 45,513.00 49,806.00 Pune 43,865.00 47,973.00
Ambition ( Disc & Kick ) Prices (in Rupees)
CityEx. Showroom Price
On Road Price
Bangalore 46,514.00 51,413.00 Calcutta 48,066.00 51,400.00 Chennai 48,663.00 52,367.00 Delhi 47,461.00 49,770.00 Mumbai 48,283.00 52,820.00 Pune 46,530.00 50,870.00
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Ambition ( Disc & SelfStart ) Prices (in Rupees)
CityEx. Showroom Price
On Road Price
Bangalore 51,004.00 56,314.00 Calcutta 52,667.00 56,300.00 Chennai 53,474.00 57,260.00 Delhi 52,275.00 54,666.00 Mumbai 52,964.00 57,912.00 Pune 51,034.00 55,767.00
CBZ Prices (in Rupees)
CityEx. Showroom Price
On Road Price
Bangalore 51,192.09 56,579.71Calcutta 53,993.73 57,698.73Chennai 54,939.00 58,120.00 Delhi 53,340.74 55,811.74Mumbai 58,705 63,213Pune 51,799 56,657
SPLENDOR Prices (in Rupees)
CityEx. Showroom Price
On Road Price
Bangalore 40,948 45,331Calcutta 41,612 44,550Chennai 41,739 45,310Delhi 41,080 43,281Mumbai 41,831 45,763Pune 40,322 44,122
CD100 SS
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Prices (in Rupees)
CityEx. Showroom Price
On Road Price
Bangalore 38,375.91 42,530.54Calcutta 39,003.26 41,800.26Chennai 39,932.00 42,950.00 Delhi 38,507.68 40,664.68Mumbai 39,709 42,797Pune 37,722 41,295
CD100 Prices (in Rupees)
CityEx. Showroom Price
On Road Price
Bangalore 36,896.88 40,915.80Calcutta 37,494.76 40,199.76Chennai 38420.00 41,410.00 Delhi 37,023.05 39,155.05Mumbai 38,992 42,027Pune 37,231 40,762
PASSION PLUSPrices (in Rupees)
CityEx. Showroom Price
On Road Price
Bangalore 41,898 46,403Calcutta 42,574 45,549Chennai 42,732 46,857Delhi 41,885 44,127Mumbai 43,816 47,920 Pune 42,232 46,198
PASSION PLUS DISCPrices (in Rupees)
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CityEx. Showroom Price
On Road Price
Bangalore 44,494 49,237Calcutta 45,212 48,150Chennai 45,365 49,592Delhi 44,482 46,950Mumbai 46,541 50,882Pune 44,853 49,048
SPLENDOR+ DRUMPrices (in Rupees)
CityEx. Showroom Price
On Road Price
Bangalore 40,447 44,818Calcutta 41,111 46,500Chennai 41,223 45,321Delhi 40,579 42,788Mumbai 42,351 46,328Pune 40,822 44,666
SPLENDOR+ DISCPrices (in Rupees)
CityEx. Showroom Price
On Road Price
Bangalore 43,043 47,653Calcutta 43,749 49,200Chennai 43,856 48,001Delhi 43,175 45,311Mumbai 45,076 49,290Pune 43,444 47,516
CD DAWNPrices* (in Rupees)
City Ex. Showroom Price
On Road Price
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Bangalore 31,379.00 35,213.00
Calcutta 31,899.00 33,999.00 Chennai 30,899.00 34,800.00
Delhi 31,899.00 33,944.00 Mumbai 32,065.00 35,147.00Pune 30,899.00 33,880.00
*This price includes the Celebration discount of Rs. 1001/-
8.PLACE
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The place element of the marketing mix concerns decisions
regarding how the company or firm makes their products available to
the consumers. It involves the various activities a company undertakes
to make the product accessible and available to the target customers.
This is the distribution element of the marketing mix. It also
understands the various types of retailers, wholesalers, and physical
distribution. Place in broader term includes Channels, Coverage,
Assortments, Locations, Inventory, Transport, etc.
There are three broad decision areas in distribution. These are
channel strategy, channel management and physical distribution.
Channel Strategy
A channel is a ‘pipeline’ through which the product is passed to
get from the manufacturer to the end-user.
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Length of a channel
The number of intermediary channels is used to designate the
length of a channel.
A zero level channel (also called direct-marketing channel). It
consists of a manufacturer selling directly to the final customer.
Manufacturer Consumer
A one level channel contains one selling intermediary such as a
retailer.
Manufacturer Agent/dealer/retailer Consumer
A Two level channel contains two intermediaries
Manufacturer Wholesaler /dealer/Retailer Consumer
A Three level channel contains three intermediaries.
Manufacturer Distribution Wholesaler
Retailer Consumer
Channel management
Channel management ensures that the firm manages there
intermediaries so that they can get the best out of them. It is about the
relationship that the firm has with their intermediaries, the margins
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they give them, the training and support they provided and the
activities and service that the firm requires from them in exchange.
Physical Distribution
Physical distribution concerns the logistics of getting your product from
the factory floor to the end user. It is about the issues such as the re-
ordering of stock by intermediaries; whether to use trucks or train to
transport the products; whether it is better to have one factory and
several dispersed warehouses factories from which the firm transports
the finished goods direct to wholesalers and retailers.
CHANNEL OF DISTRIBUTION IN HERO HONDA
Hero Honda continues to have the same policy of directly approaching
the dealers. However the company has made some changes in the
dealership requirements. The company has now divided its into three
categories, A, B and C depending upon the status of the town. Hero
Honda has made some regulations and its dealers are bound to fulfill
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specific requirements for their showroom and workshops in terms of
area. The company has also started focusing on the rural marketing
such as Agartala (Tripura), Tinsukia (Assam) and Bhagalpur (Bihar).
The company has also increased the number of dealers from 350to
400.
Distribution Channels
Hero Honda has very strong Distribution channel in India. Hero Honda
distributes its products through Regional officer, Authorized dealers
Etc.
HERO HONDA IN INDIAN HAS 3500 AUTHORISED DEALER
Criteria for selection of distributions;
1. Financial position to the distributors
2. Goodwill
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3. Situation of show room
4. Past record
5. Experience
9.PROMOTION
Promotion concerns the message the firm sends out to potential
consumers. It provides information and persuades people. It creates
awareness, stimulates demand, and differentiates the product and
influences public behaviour. Promotion won’t make a bad product that
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no one wants a success; although the absence of promotion might be
that a good product is not successful. Promotion includes all the
activities or tools a company uses to communicate or promote its
product in the market.
PROMOTIONAL TOOLS or PROMOTION MIX
1) PERSONAL SELLING:
It involves personal confrontation either by phone or face. It is an
expensive and time-consuming tool of promoting the product.
2) ADVERTISING:
It is defined as a paid non-personal communication with a target
(usually mass) market. It is cost effective and can reach a large
number of people. It can also be used for long term or short term
objectives.
There are various forms or mediums through which firms can
advertise.
(A) Broadcast Media
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Television
Radio
Cinema
(B) Print Media
Newspapers
Magazines
Leaflets
(C)Outdoor Media
Posters and Billboards
3) PUBLIC RELATIONS AN PUBLLICITY :
A public relation is an umbrella term and refers to the totality of the
organization’s behavior with respect to the society in which it
operates. They maybe regarded as good or bad and is reflected in
the company’s reputation and image.
4) SPONSORSHIP :
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Sponsorship can be seen as a part of public relations and it is
certainly the case that some sponsorship goes on to generate
positive publicity for the organization.
5) SALES PROMOTION :
It is direct inducement, which offers an extra value of incentive for
the product. It is directly related to sales and induces an immediate
response from the consumers.
Trade promotion: These campaigns are run for the trade
(intermediaries who stock or push the product) to encourage them
or stock or push the product.
Consumer’s sales promotion: These are sales promotions aimed at
the end customer.
6) DIRECT MARKETING:
It is an interactive system of marketing, which uses one or more
advertising media to affect a measurable response at any locations.
Direct marketing includes:
Direct mail
Telemarketing
Door to door selling
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Direct response advertising: ‘Phone now’ or ‘fill in the coupon’ ads.
Home shopping of various types.
Mail order.
Factors that guide a marketer’s decision in selecting a promotion mix:
(A) Nature of product
(B) Overall marketing strategy
(C) Buyer readiness stage
(D) Product life cycle stage.
PROMOTION POLICY
A. COMPANY GIVE ADVERTISEMENT IN DIFFERENT MEDIA VEHICLES
TIME TO TIME. LIKE IN TV, MAGAZINES, NEWSPAPER, ETC.
B. HERO HONDA ALSO ORGANISES FREE SERVICE CAMPS EVERY
YEAR.
C. HERO HONDA ALSO TAKE PART IN TRADE FAIR
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D. HERO HONDA WITH THE HELP OF ICICI BANK PROVIDES LOAN TO
THE CUTOMERS & ALSO PROVIDE EASY MONTHLY INSTALMENT
SCHEME TO CUSTOMERS.
E. HERO HONDA GIVES HUGE COMMISSION TO ITS DEALER
10.S.W.O.T ANALYSIS
STRENGTHS
Hero Honda introduced first-stroke bike in the India market
Hero Honda gives 80 km/litre.
Huge sale network (3500 Dealers)
Better sale service
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WEAKNESSES
Suppose to be very sophisticated
Not fit for rural India.
OPPORTUNITIES
Hero Honda is the first manufacture to launch eco-friendly bikes
with 4-stroke engines. They have attained a strong good will and
popularity in the industry and the consumers.
Therefore, it has huge potential to retain existing consumers and
develop new market share.
As Government policies are amended against pollution in metro
cities, Hero Honda being 4-stroke bike manufacture have great
opportunities to explore its new innovations and technologies.
THREATS
Main Threats for Hero Honda are their competitors like: -
Bajaj Auto
TVS-Suzuki
Escorts Yamaha
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11.LIMITATIONS
1. Incase of Primary data, sometimes it was difficult to contact or
meet the Professional, due to their busy work schedule.
2. Sometimes, Professionals are unable to furnish some of the
information due to confidentiality of the same.
3. Personally contacting the managers of the company involved
time and cost.
4. It was difficult to find information that exactly fitted the needs of
the project at hand in case of secondary data or information is
concerned.
5. Secondary data when collected was invaluable but due to
passage of time and with many dynamic changes taking place in
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the markets, the information losses its value in the current
scenario.
6. Being a very sensitive issue, company official were reluctant to
give exact pricing policies followed by them.
7. This project report gives a bird’s view of the marketing strategies
adopted by the company. This project doesn’t give detailed and
deep insight of the marketing strategies. This project report
gives only an idea.
Company officials are secretive and hesitant about divulging any
information whatsoever amount spent on Advertisement and aspects
related to Research and Development.
11.CONCLUSIONS
The study, which I conducted on the “In-depth Analysis of Hero Honda
Motors Ltd”. in the area of Marketing & Human Resource Management
has been a very gratifying experience at the outset, the objectives
were to cover the whole marketing strategies and Human Resource
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policies adopted by HHML. The entire report has been effort to do just
that.
Through out the study I found Hero Honda bikes are very new & use
modern technology in their bikes. As a result they give better
performance then other bikes in the market & required less
maintenance. Hero Honda also provides good after sale service to the
customer.
Hero Honda has managed to put in spectacular performance going
from strength to strength despite increase in competition, the
company’s sales have witnessed an up trend, registering an average
growth of 42% in the three years under review.
Hero Honda has managed to achieve this because of its strong brand
image and proven product quality underpinned the performance
growth in recent years. Apart from the strong brand “Splendor” the
company’s presence across the spectrum of the motorcycle market
helped it exploit the growing demand for 4-stroke motorcycles.
At the lower, end, the company has CD 100 and CD100 SS and at the
middle level splendor, passion & joys. The CBZ the CBZ range is
targeted, at the premium segment. Thus one may say that the
marketing strategies adopted by Hero Honda have really paid-off, as
the company has constantly managed to increase its market share and
also increase its sales. Which is really amazing for a company, which
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has been a market leader to maintain its strong position in the wake of
growing competition from its competitors who have been trying to grab
a strong share in the market by launching latest technology products.
Last three data show that demand of Hero Honda bikes increase &
market trends indicated that in future more demand for Hero bikes
expected.
Hero Honda has been very understanding to its employees. It treats all
its employees as the biggest asset of the company. Its innovative H.R.
policies are made to ensure that the best of talent, which the company
employs, receives the best of talent, which the company employs,
receives the best of remuneration. Also the non-monetary incentives
given to the employees are such as to maintain the motivation to a
time high.
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13.RECOMMENDATIONS
No matter how much on organization progresses it always lack
something. These are shortcoming of every company. After completing
my report on new Hero Honda motors Ltd., I have some suggestions to
offer. The suggestions can be proved useful for the company as they
have feasibility and viability.
The Recommendations are: -
Hero Honda Motors only manufacture a wide range of 4-stroke bike.
But in my opinion 2 stroke bikes have a better pick-up. So in order
to letter to the need of a large segment of customers, who want a
better pick-up bike, Hero Honda should go into the manufacture of 2
stroke bikes.
The company has always targeted urban sector of Indian
population. But in the rural sector Escorts, Rajdoot enjoy a great
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market share. So, therefore Hero Honda should target this
upcoming market.
Hero Honda should keep a strict watch on competitions. For
instance Yamaha has introduced a 4-stroke bike “YBX” whose
features are almost same as Splendors.
The company should work more on public relation.
14.BIBLIOGRAPHY
Books Marketing Management – Kotler Philip
Marketing – Ghandhi J. C.
Principles of Marketing – Palmer Adrian
Marketing Management – Ramaswamy V. S.
News Papers
The Economic Times.
The Times Of India.
Magazines
Business World – June 2006
India Today.- June 2006
Web Sites
Specific Sites –
o www.herohonda.com
o www.indianinfoline.com
o www.premjis.com
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o www.sirindia.com
Searching Sites –
o www.google.com
o www.indiatimes.com
o www.yahoo.com
o www.webcrawler.com
o www.askjeeves.com
SAMPLE QUESTIONNAIRE
Profession................. Age…………
1. What are the parameters that you would consider before buying a bike?
1) Cost....
2) Company....
3) Mileage....
4) Looks....
5) Service....
2. Do you have bike?
1.Yes… 2.No……….
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3. Which company do you prefer?
1.Hero Honda 2.Bajaj 3.Tvs 4.Sujuki
4. In Hero Honda which bike do you like?
1.Hero Honda CD 100 2.Honda Sleek
3.Honda Splendor 4.Honda CBZ
5.Honda Passion 6.Honad Karizma
5. Do you satisfy with the service of Hero Honda?
1.Yes… 2.No………..
6. What do you think of Hero Honda as a company?
a) Trustworthy brand
b) Not so familiar with the company
c) Did not have good dealing with Hero Honda
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