PREFACE Marketing should not be looked upon in a vacuum or in isolation. It is an essence taking a view of the whole business organization and its ultimate objective concern for marketing must penetrate all areas of the enterprise. Market survey in today’s competitive world is a must for every organization. This project is a study of market potential of Hero Honda. The rational behind this particular study is to find out the present m arket scenario of various brands & to find out the corporate need and perception. It was a pleasurable experience to conduct a research on behalf of Hero Honda pertaining to the study of the Automobile Sector. To carry out this research a sample study was pursued where the target was made to the people of Delhi region. Various statistical and analytical tools and techniques are applied to ascertain and depict the present scenario. Conclusion and there by recommendation has been arrived at by proper and justified interpretation of the result derived from the above said analytical tools and techniques.
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
PREFACE
Marketing should not be looked upon in a vacuum or in isolation. It is an essence taking a view of the whole business organization and its ultimate objective concern for marketing must penetrate all areas of the enterprise. Market survey in today’s competitive world is a must for every organization.
This project is a study of market potential of Hero Honda. The rational behind this particular study is to find out the present market scenario of various brands & to find out the corporate need and perception. It was a pleasurable experience to conduct a research on behalf of Hero Honda pertaining to the study of the Automobile Sector.
To carry out this research a sample study was pursued where the target was made to the people of Delhi region. Various statistical and analytical tools and techniques are applied to ascertain and depict the present scenario.
Conclusion and there by recommendation has been arrived at by proper and justified interpretation of the result derived from the above said analytical tools and techniques.
MISSION STATEMENT
IN PURSUIT OF EXCELLENCE
“We, at Hero Honda, are continuously striving for synergy between technology, systems, and
human resources to provide products and services that meet the quality, performance, and
price aspirations of our customers. While doing so, we maintain the highest standards of
ethics and societal responsibilities, constantly innovate products and process, and develop
teams that keep the momentum going to take the company to excellence in the new
millennium”.
1.1 OVERVIEW OF AUTOMOBILE SECTOR IN INDIA
The Automobile sector is one of the fastest growing manufacturing sectors in India.
In the 90s the industry witnessed an average growth rate of above 20 percent.
Indian Automobile Industry is characterized by a very high percentage (75 per cent)
of two wheeler production, ranking second only to Taiwan.
The world leaders in the sector are evincing keen interest in establishing
manufacturing facilities for manufacturing and assembling components.
A politically stable and vibrant State, Andhra Pradesh is centrally located with the
support of seaports, international airports, assured and reliable power supply,
abundant water, broad base of auto component manufacturers, highly trained, skilled
and disciplined manpower and is therefore, the preferred location for Automobile
industries.
The interest of the state has been duly noted by Global Auto Majors, who have
indicated their interest to consider Andhra pradesh for establishing manufacturing
facility.
The Government of Andhra Pradesh invites leaders in the industry to set up
manufacturing facilities to manufacture vehicles or vehicle components in the State.
The ideal places to locate companies in the Auto Sector are the Hyderabad-
Zaheerabad, Visakhapatnam-Kakinada, Krishnapatnam-Tada-Sathiveedu and
Vijayawada-Guntur corridors.
The Government is also formulating an Auto Policy, which would give a proper
direction to the growth of the sector.
There are more than 20 auto –component manufacturing companies in the State,
manufacturing components such as grey-iron castings, precision aluminium castings,
leaf springs,oils and lubricants, diesel fuel injection equipment, electronics and auto
electronics and auto electrical, front axles, gears, forging, machined components,
pressed metal components, pistons, cylinder liners, nozzles, delivery valves, starter
motors, alternators, electronic regulators, high pressure die castings, clutch covers,
fuel filters ,etc.
Most of these components are presently being supplied to Hero Honda, TVS Suzuki,
Escorts Yahama, Bajaj and others. Amaron Batteries are manufactured in Chittoor
district. Around 119 components manufacturers have been certified for ISO 9000
quality standards and seven companies achieved the QS 9000 quality standard set by
government and motors association.
1.2 ABOUT THE COMPANY
Hero Honda has a reputation of being the most fuel-efficient and the largest selling Indian
motorcycle. Its commitment of providing the customer with excellence is self-evident. A rich
background of producing high value products at a reasonable price led the world's largest
manufacturer of motorcycles to collaborate with the world's largest bicycle manufacturer.
It was this affinity in working cultures of Honda Motor Company of Japan and the Hero
Group that resulted in the setting up of Hero Honda Motors Ltd. A relationship so
harmonious that Hero Honda has managed to achieve indigenisation of over 95 percent, a
Honda record worldwide.
Tactical promotions and excellent marketing helped Hero Honda establish itself as an
intelligent purchase. Its unique features like fuel conservation, safety riding courses and
mobile workshops helped the group reach in the interiors of the country.
Finance services helped facilitate purchase, as did an efficient dealer network across the
country.
Well-entrenched in the domestic market, Hero Honda Motors Ltd. turned its attention
overseas, and exports have been steadily on the rise.
Over the years, the Company has received its share of accolades, including the National
Productivity Council's Award ( 1990-91), and the Economic Times - Harvard Business
School Association of India Award, against 200 contenders.
Instrument or Data collected Forms: It is the method by which data is gathered. It could
be done through various instruments like questionnaires, observations, getting
information from the staff members of the agency, contacting to the motor mechanics was
sufficient enough to conduct the study.
4. Collection of information :
The primary information was collected by face-to-face and direct interviews with the
peoples and the customers. They provide the relevant information regarding the profile of
the company as compared to the other company in the Indian market. Most employees
suggested visiting company’s web site, as it was not possible for them to spare time from
their busy schedules.
The secondary sources of information were various web sites of the companies,
newspapers & magazines such as The times of India, The Hindustan Times, Business
world, Auto India, etc.
5. Analyzing the information:
The data collected was carefully analyzed. The research and analysis of the information
has been done on the basis of various sales and marketing strategies adopted by the
company during its tenure.
6. Reporting and conclusions and recommendations:
This is the most vital part of the work undertaken. After collection and analysis of data, it
was recorded in the form as prescribed. The major part of the report is the findings. The
finding also includes charts, tables and diagrams etc. The report also mentioned the
limitations of the project undertaken. Then conclusion has been drawn out of the findings
and various recommendations have been given at the end of the report. Certain tables on
the basis of which the findings were made have been included in the appendices section
followed by the bibliography.
2.3 SCOPE OF THE STUDY
Hero Honda is spreading its wings and widening its business horizon to reach and serve
customers at new centers in the year ahead. The company services are backed by a highly
motivated and technology driven team to achieve customers need, product expertise and
geographic reach.
The study is oriented towards the concept of different brands offered by Hero Honda and its
competitors to its customers. The company has endeavored to move fast in providing market
solution, which maximize customer needs and convenience, using multiple delivery channels
in composing the agency network, service centers, lower service cost and increased
efficiency.
2.4 LIMITATIONS OF THE STUDY
As said a basic research was conducted at the company to enable the company to assess how
far the customers are satisfied with product and services of Hero Honda. During the course of
the study the following limitations were observed:
The method will be unsuitable if the number of persons to be surveyed is very less as
it will be difficult to draw logical conclusions regarding the satisfaction level of
customers.
Interpretation of data may vary from individual depending on the individual
understanding the product features and services of the company.
The method lacks flexibility. In case of inadequate or incomplete information the
result may deviate.
It is very difficult to check the accuracy of the information provided.
Since all the products and services are not widely used by all the customers it is
difficult to draw realistic conclusions based on the survey.
CBZ
The Hero Honda CBZ (pronounced CeeBeeZee) is the latest offering from Hero Honda for the Indian market. With a
156cc engine, the company claims that the bike has a top speed of 100kph within 5.6 seconds. Though the bike has the largest displacement engine, its top speed doesn’t match up to many of its competitors. In all other respects, it is a bit too early to decide whether the CBZ will sell in the same numbers as the Splendor. Though the initial market response has been good, only time will be the final arbiter.
Technical Specifications
Engine : Four-stroke/petrol
Transmission : Four-speed
Engine Displacement : 156cc
Tachometer : Yes
Max Power : 12.8b hp@8000 rpm
Wheel base: 1,330mm
Ground Clearance: 160mm
Ignition : Electronic CDI
Dry Weight: 140kg
Fuel tank Capacity: 12.5itres
Battery: 12V
Max Torque: 1.26kgm@6500rpm
Bore x stroke: 63.5mmx49.5mm
Max Speed: 120kph
Front Tyre size : 3.25x19"
Rear Tyre size: 3.50x19"
SplendorA combination of style and economy makes the Splendor is a bike
worth investing in. The latest from the Hero Honda factory offers
both performance and looks. It has good looks, excellent handling
characteristics and a smooth drive over any type of terrain, thanks to the changes in the
suspension at front and near as well as the new frame design. All these features contribute to
the Splendor being one of the best selling four stroke-two-wheelers in India. It also meets all
the current pollution standards. A healthier beat, springy ride and overall low maintenance
has aided in the record-breaking sales of this bike.
Technical Specifications
Engine : Four-stroke/petrol
Transmission : Four-speed
Engine Displacement : 97.2cc
Tachometer : No
Max Power : 7.2b hp@8500 rpm
Wheel base : 1,230mm
Ground Clearance : 159mm
Ignition : Electronic
Dry Weight : 100.3kg
Fuel tank Capacity : 10.5itres
Battery : 12V
F/R suspension : Tel Hydraulic fork
R/R suspension : Swing arm and Hydraulic damper
Max Speed : 90kph
Front Tyre size : 2.75x18"
Rear Tyre size : 2.75x18"
S
tr
e
et
1
0
0 The Street 100 is Hero Motor's latest two-wheeler on offer in the step-through category. The Hero Honda Street 100 is equipped with unique features like city-clutch, which is designed specially for city driving. It has rotary gears, which allow the rider to flip directly from the fourth gear to neutral once the bike has come to a halt, a must for the present ‘stop-and-go’ traffic. A self-starter button comes as an option. The Street can be purchased with a variety of seat layouts and has options like a water pump, spray can, larger luggage tray, etc. Its major competitor is the much cheaper K4 from Kinetic. Major plus points that justify the higher price are the centrifugal clutch and the rotary gears. However, the liberal use of plastics negates much of the ‘feel good’ factor and has hindered sales to a large extent.
Technical Specifications
Engine : Four-stroke/petrol
Transmission : Four-speed
Engine Displacement : 97.2cc
Tachometer : N/A
Max Power : N/A
Wheel base : 1,205mm
Ground Clearance : 133mm
Ignition : Electronic
Dry Weight : 101kg
Fuel tank Capacity : 11litres
Battery : 12V
F/R suspension : Telescopic
R/R suspension : Swing arm and Hydraulic dampers
Max Speed : N/A
Front Tyre size : 2.25x17"
Rear Tyre size : 2.50x17"
CD100SS
The CD100SS is designed for those who live life in the fast lane, rough
and tough, for those who would love to take a bike on the stumbling
village roads. It shares almost all components with the CD100, except for
the additional reinforcement. With larger, reinforced shock absorbers,
wider tyres, heavier body weight and engine guard, the Hero Honda CD
100 SS weights slightly more, resulting in some cut down in the fuel
economy it offers. Minor problems of the CD100 have been rectified in the
SS model. If you wish to ride into the hinterland, this is the bike for you.
Technical Specifications
Engine : Four-stroke/petrol
Transmission : Four-speed
Engine Displacement : 97.2cc
Tachometer : No
Max Power : 7.0bhp@8000rpm
Wheel base : 1,220mm
Ground Clearance : 165mm
Ignition : Electronic
Dry Weight : 103kg
Fuel tank Capacity : 10.1litres
Battery : 12V
F/R suspension : Tel Hydraulic fork
R/R suspension : Swing arm and Hydraulic damper
Max Speed : 85kph
Front Tyre size : 2.57x18"
Rear Tyre size : 3.00x18"
Features :
Engine 4-stroke, single cyclinder, air-cooled
Displacement 97.2cc
Clutch type Manual
Clutch Primary -
Clutch Secondary Multi-plate wet
Transmission 4-speed constant mesh
Final Drive Roller chain
Ignition Electronic
Starting Kick starter
Frame T-Bone type
Suspension (Front) Telescopic hydraulic fork
Suspension (Rear) Swing-arm with hydraulic dampers
11. Do you remember any advertisement of Hero Honda?________________________________________________________.
12. What should the price range in your opinion?
Splendor + ___________________ Sufficient [ ]
CD dawn ___________________ Sufficient [ ]Passion + ___________________ Sufficient [ ]
CBZ ___________________ Sufficient [ ]
Karizma ___________________ Sufficient [ ]
13. Any new facilities or any improvement that you want.________________________________________________________________________________________________________________________________________________________________________.
14.Give remark to your old Bike Company.
Good [ ] Very Good [ ]Excellent [ ] Out standing [ ]
Don’t have a Bike [ ]
15 Give remark to Hero Honda.
Good [ ] Very Good [ ]Excellent [ ] Out standing [ ]
Don’t have a Bike [ ]
Thanks
Surveyed by: ………………………Checked by: ………………………
BIBLIOGRAPHY
BOOKS:
Name of the book :- Marketing researchAuthor :- Dr. C.B.Mamoria
Name of the book :- Marketing researchAuthor :- Mr. Kothari.
MAGAZINES, JOURNALS AND NEWSPAPERS:
Journals published by Hero Honda, Annual Report Auto India, Business World