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BRAND IMAGE OF MOTORCYCLES AND THE COLOUR SURVEYFOR THE BIKE COLOURS                  SUBMITTED BY:                    Rol...
ACKNOWLEDGEMENTSincere gratitude is due to industry guide Mr. …………………………………., IndiaYamaha Motor, Surajpur Plant, Greater N...
TABLE OF CONTENTSChapter No.           Subject                                Page No.Ch.-1.0               Executive Summ...
4.1.2           Questionnaire Design ProcessCh.-5.0            Findings & Data AnalysisCh.-6.0            ConclusionCh.-7....
EXECUTIVE SUMMARYSome of the major players that dominate the global Motorcycle market are Honda,Yamaha, Suzuki, Kawasaki, ...
because the company has successfully ingrained its brand awareness in the psyche ofpeople. To succeed, in today’s rapidly ...
The countrys largest motorcycle maker Hero Honda registered a growth of 11.74% in itssales at 4,01,320 units in May 2010.S...
Automobile Domestic Sales Trends                      (Number                                                             ...
HHML registered a cumulative sales of 4,600,130 units during 2009-10, against 3,722,000units in the previous fiscal, up 23...
Honda Motorcycle and Scooters India Ltd
salesat78,400unitsinthesaidmonth,compared
SALES FIGURE OF MOTORCYCLE COMPANIES IN THE INDIANMARKET
Chapter 2
RESEARCH METHODOLOGYRandom Survey was used for the primary data collection. The period of survey was from19-05-2010 to 26-...
•   The target group of Yamaha is youngsters so the target group for our study is       mainly young people mainly in the ...
The results obtained from the analysis using Excel platform are usually not       directly applicable but nevertheless pre...
surveyed. Also spot surveys were conducted in the Vehicle parking stands of MMX Mall(Sahibabad) and Shipra Mall (Ghaziabad...
colour preferences of people was studied. Aim was to study the attributes, if any, peopleform with regard to different col...
Hero Honda Motor Cycles Limited, an Indian motorcycle company is the world leader bysales.Motorcycles are used for many di...
motorcycles are viewed as “trendy” in the urban areas as compared with scooters andmopeds.The fortunes of the motorcycle i...
Executive category models priced between Rs.43,000 and 55,000. These are modelswith Japanese and European standards of eng...
Industry                         Motorcycle manufacturingInternational Headquarter        2500 Shingai, Iwata-shi Shizuoka...
1. Customer #1Yamaha put customers first in everything they do. They take decisions keeping thecustomer in mind.2. Challen...
Kando is a Japanese word for the simultaneous feeling of deep satisfaction and intenseexcitement that people experience wh...
Yamahas               Motorcycle              operations             in             IndiaConclusionAs the auto industry wi...
upgraded version of “Splendor” and “Passion”. The company which had lost its marketshare in FY02 has made a strong comebac...
Finance.                              • Poor advertisement of the product.• Use of latest      technology     for  product...
opportunity in waiting by catering       to attractive financial schemes.Chapter 4Data collectionData collected is an elab...
Methods of data Collection used:    Questionnaire: In personal interviews, respondents are face to face with the      int...
1Design the questionnaire to overcome the respondent’s inabilityand unwillingness to answer the questions        Decide on...
Chapter 5Findings & Data Analysis     1. AGE OF THE RESPONDENTSAge Group                    Figure   PercentUnder 20 Years...
All the possible age groups from 18 years of age till 60 years of age wereconsidered. Since youngsters are the major marke...
Occupation                        Figure   PercentStudent                           143      41%Office Employee           ...
All the occupation groups were tried to be covered. Majority of the sample was students,the major market of motorcycles. A...
3. Which two motorcycle attracts you a lotModel                    Series1(first       Series2(second   Series3           ...
Apache                      14                   29                      57Pulsar200                   26                 ...
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% ...
The most striking feature of this question was its outcome. Major/ new brands fromall the stables are well known, irrespec...
Company                                                PercentageBajaj                                                  27...
establishes the fact that consumers prefer Yamaha bikes as an efficient bike  manufacturer with the capability to satisfy ...
Interestingly family and friends tops the major source of awareness for     motorcycles. This was specifically true in the...
Others                                                              0.58%  Across all age groups, family and friends was t...
spread a positive word for the brand. Also tend to become repeat buyers. Thus  satisfying the needs in a better way than c...
Yamaha is known as a racing bikes manufacturer. Yamaha’s RX 100 is still        revered for its pick-up and speed. Speed B...
Approaches’. FZ series and R15 are the bikes designed with youth in mind. Yamaha  should further explore this profitable s...
their unmet needs. Hero Honda dominates nearly all the attributes. Thiselucidates the reason for its market leader positio...
11.Gauging consumers attachment with the brands.
Brand        Recommenders   PreferersBajaj        35.36%         29.86%Yamaha       21.16%         20.87%Hero Honda   34.4...
Hero Honda is the most preferred bike while Bajaj is the most recommended brand in thesurveyed group. This shows an intere...
the intensely competitive Indian market. Augmented brand promotion is needed on partof Yamaha to increase its market share...
Market leader position doesnot indicates that the brand is revered by all. Hero      Honda Motorcycles, the most selling b...
Balancing problem            2      1                            3Chain set problem            1                          ...
Several Reasons were attributed for rejection. We graphed top 15 reasons for thisrejection. Here some tandem was seen as p...
should be taken that proper segmentation is positioned in the minds of consumersregarding power bikes and economical bikes...
this finding. It comes distant 5 even when adequate awareness levels about the brandpersist.    15.Favourite and non-favou...
YELLOW                                                                             YELLOW   WHITE                         ...
The objective behind this question was to ask their favourite and non-favourite colour.This was done to know if there is a...
Blue                           8.70%             White                        7.35%Red                            20.00%  ...
MC FAVOURITE COLOR            YELLOW                                                                                      ...
Blue                                                   8.99%Red                                                    18.55%B...
MODEL COLOR                                                                                       YELLOW          YELLOW  ...
17)Suits Personality                  18) Vibrant     19) Maintenance Free 20) Religious            21)        Sober      ...
FACTORS FOR CHOOSING BLACK                Shiny               Sporty                Youth               Macho            D...
FACTORS FOR CHOOSING RED                  Shiny                 Trendy                 Macho                  Youth       ...
FACTORS FOR CHOOSING BLUE                       Sporty                      Stylish            Suits personality          ...
FACTORS FOR CHOOSING SILVER                     Shiny             Maintainance                      Safe                  ...
Regarding MC Design                                           PercentageBody Style/ Design                                ...
Thus, to gain larger share of the market companies should focus on these and otherinnovative aesthetic appeals in the mode...
Yamaha has seven bikes in the treasured category. This shows that Yamaha has         an avid following amongst the consume...
Weighted=(First priority)*3 + (Second priority)*2+ (Third priority)Objective behind this question was to know the channels...
Idiot box is the favourite source of past time for majority of Indians. Thus thismedium should be considered for maximum b...
Chapter 6CONCLUSIONS(1)   Yamaha is the most favourite brand amongst youths in the Indian market.(2)   Yamaha is regarded ...
(5)    Family/friends, TVCF and newspapers are the major source of awareness             for motorcycle brand awareness.  ...
Based on research, following recommendations are made to Yamaha   (1) Yamaha should expand its FZ series. It should promot...
Chapter 8REFERENCEwww.suzukimotorcycle.co.inwww.honda2wheelersindia.comwww.herohonda.comwww.bajajauto.comwww.tvsmotor.inww...
Chapter 9BIBLIOGRAPHYStatistics for Managers by Levine,Stephan,Krehbiel,BerensonMarketing Management by Kotler,Keller,Kosh...
Chapter 10ANNEXURE                              QUESTIONNAIRE                          BRAND IMAGE OF MOTORCYCLES         ...
4. Which motorcycle attracts you a lot?     a.) _________________          b.)_______________5. Which company the followin...
1.) TVCF 2.) Newspaper            3) Magazine 4.) Showroom          5.) Family/ Friends   6.) Internet       7.) Hoardings...
Stylish/ SportyTrend setterInnovativeGood Mileage                      Hero      Bajaj     Yamaha TVS          HMSI(Honda)...
16. Please write the color name of your favorite & not favorite.    Favorite Color _____________ Not Favorite Color ______...
20. What is your dream motorcycle?   Model Name - ………………….21. Top 3 channels you watch most.. 1…………….. 2………………. 3……………….
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  1. 1. BRAND IMAGE OF MOTORCYCLES AND THE COLOUR SURVEYFOR THE BIKE COLOURS SUBMITTED BY: Roll No. :INDUSTRY GUIDE FACULTY GUIDE
  2. 2. ACKNOWLEDGEMENTSincere gratitude is due to industry guide Mr. …………………………………., IndiaYamaha Motor, Surajpur Plant, Greater Noida (U.P.) for mentoring. It is the result of hisesteemed guidance that this project culminated.Special thanks is due to all the team of Product Planning and Brand Development fortheir guidance.Sincere gratitude is due to ………………………… (academic guide for this project).
  3. 3. TABLE OF CONTENTSChapter No. Subject Page No.Ch.-1.0 Executive Summary 1.1 Society of Indian Automobile Manufacturers 1.2 Other major motorcycle companies in Indian Market 1.3 Sales Figures of motorcycle companies in Indian MarketCh.-2.0 Research Methodology 2.1 Problem Definition 2.2 Research Design 2.3 Sample Design. 2.4 Sample size 2.5 Scope of the Study 2.6 LimitationsCh.-3.0 Industry & Company Profile 3.1 Industry Profile 3.1.1 Two Wheeler Market Globally 3.1.2 Two Wheeler Market: The Indian Scenario 3.1.3 Rise of a Product: The motorcycles 3.1.4 Market Segment for Motorcycles 3.2 Company Profile 3.2.1 India Yamaha Motor Private Limited 3.2.2 Vision 3.2.3 Mission 3.2.4 Core competencies 3.2.5 Manufacturing process 3.2.6 Conclusion 3.3 SWOT AnalysisCh.-4.0 Data Collection 4.1 Primary Data 4.1.1 Questionnaire
  4. 4. 4.1.2 Questionnaire Design ProcessCh.-5.0 Findings & Data AnalysisCh.-6.0 ConclusionCh.-7.0 RecommendationCh.-8.0 ReferencesCh.-9.0 BibliographyCh.-10.0 Annexure
  5. 5. EXECUTIVE SUMMARYSome of the major players that dominate the global Motorcycle market are Honda,Yamaha, Suzuki, Kawasaki, and Kinetic. Whereas the Indian market shows dominanceof players like Hero Honda, Honda, Bajaj Auto Ltd, TVS motors and Yamaha.The focus of the study is INDIA YAMAHA MOTORS which holds approximately 3.5 %market share in the Indian Motorcycle industry whereas it is the second biggest player inthe International Motorcycle Industry.India Yamaha Motor (IYM) is a 100% subsidiary of Yamaha Motor Corporation ofJapan. Its manufacturing unit is in Surajpur while Faridabad Plant mainly caters to spareparts and paint shop. These two plants support the production of motorcycles fordomestic as well as overseas market. Presently 8 models roll out of these two plants. Theinfrastructure at both the plants supports production of motorcycles and its parts for thedomestic as well as overseas market. At the core are the 5-S and TPM activities that fuellean Manufacturing Processes. The plants have In-house facility for Machining, Weldingprocesses as well as finishing processes of Electroplating and Painting till the assemblyline. The stringent Quality Assurance norms ensure that their motorcycles meet thereputed International standards of excellence in every sphere.The purpose of the project was to study the positioning of brand image in the minds ofthe customers and also to study the colour preferences of the motorcycle customers.Consumers should have favourable awareness of brand. Brand awareness and the ensuingpositioning in the minds of consumers differentiates successful organisation from failedorganisation. Harley Davidson has a sort of cult following among its customers. It is only
  6. 6. because the company has successfully ingrained its brand awareness in the psyche ofpeople. To succeed, in today’s rapidly evolving market place organizations should strivecontinuously to increase awareness of their brands for the good. SOCIETY OF INDIAN AUTOMOBILE MANUFACTURERSSociety of Indian Automobile Manufacturers ( ISO 9001-2008 Certified Organisation) isapex body representing 44 leading vehicle and vehicle engine manufacturers. It is theface of the Indian automobile industry.With its regular and continuous interaction with international bodies and organizationsSIAM facilitates up gradation of technical capabilities of the Indian Industry to matchthe best practice worldwide.Indian Automobile Industry is showing accelerating pace of growth rate across allsegments. According to Society of Indian Automobile Manufacturers, total sales forall categories stood at 12,08,851 units as against 9,29,917 units for the correspondingperiod a year-ago, a growth of 30%However, SIAM director general cautioned that sales may be affected if the monsoon,which the Met department has predicted to be good this year, becomes weak. Risinginflation is another concern."If the government takes steps to control the money supply, then at some point of timeinterest 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 from5,76,537 units in the year-ago period.
  7. 7. The countrys largest motorcycle maker Hero Honda registered a growth of 11.74% in itssales 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-basedTVS Motor Company posted a 21.21% growth at 52,319 units in May. HondaMotorcycle & 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 asagainst 1,08,291 units sold in the corresponding month last year, SIAM said.HMSIs scooter sales were up by 28.03% at 76,980 units, while TVS Motors scootersales grew by 40.19% in May to 30,567 units. Hero Hondas scooter sales jumped 23,738units, an increase by 61.21% from last year.Domestic Market Share for 2009-10
  8. 8. Automobile Domestic Sales Trends (Number of Vehicles) Category 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 Passenger 1,061,5 1,143,0 1,379,97 1,549,8 1,552,7 1,949,77 Vehicles 902,096 72 76 9 82 03 6 Commerci al Vehicles 260,114 318,430 351,041 467,765 490,494 384,194 531,395 Three Wheelers 284,078 307,862 359,920 403,910 364,781 349,727 440,368 Two 5,364,2 6,209,7 7,052,3 7,872,33 7,249,2 7,437,6 9,371,23 Wheelers 49 65 91 4 78 19 1 Grand 6,810,5 7,897,6 8,906,4 10,123,9 9,654,4 9,724,2 12,292,7 Total 37 29 28 88 35 43 70OTHER MAJOR MOTORCYCLE COMPANIES IN THE INDIANMARKET Hero HondaThe countrys largest two-wheeler maker, Hero Honda, has reported 17.35 per cent rise insales at 414,638 units in the month of march, the best-ever figure reported by thecompany for the month of March.The company had sold 353,342 units during March lastyear, Hero Honda Motors Ltd (HHML) said in a statement.
  9. 9. HHML registered a cumulative sales of 4,600,130 units during 2009-10, against 3,722,000units 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. BajajThe Bajaj Group is amongst the top 10 business houses in India. The groups flagshipcompany, Bajaj Auto, is ranked as the worlds fourth largest two- and three- wheelermanufacturer .The countrys second largest two- wheeler maker Bajaj Auto has reported85.12 percent jump in its motorcycle sales at 244,828 units in March,2010. The companyhad sold 132,253 units in March last year. During the entire 2009-10 financial year, thecompany sold 2,506,749 units in the motorcycle segment, a jump of 31.39 percent over1,907,853 units in the year-ago period, it added.BAL attributed the growth to robust salesof Pulsar and Discover range of bikes.In March, total two-wheeler sales jumped by 84.57 percent to 244,889 units compared to132,683 units in the same period a year ago, the statement said. TVSTVS Motor Company is the third largest two-wheeler manufacturer in India and oneamong the top ten in the world, with annual turnover of more than USD 1 billion in2008-2009, 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 64,120units in March 2010 when compared to 59,796 units in the same month of the year,2009. SUZUKISUZUKI MOTORCYCLE INDIA PRIVATE LIMITED is a subsidiary of Suzuki MotorCorporation Suzuki Motorcycle India reported a jump of 76.13 per cent in its sales inMarch at 21,752 units, on the back of good response to its new products.The company had sold 12,350 units during March 2009,
  10. 10. Honda Motorcycle and Scooters India Ltd
  11. 11. salesat78,400unitsinthesaidmonth,compared
  12. 12. SALES FIGURE OF MOTORCYCLE COMPANIES IN THE INDIANMARKET
  13. 13. Chapter 2
  14. 14. RESEARCH METHODOLOGYRandom Survey was used for the primary data collection. The period of survey was from19-05-2010 to 26-05-2010.The questionnaire consisted of 21 questions in all.Sample size was limited to 345.MOTORCYCLE BRANDS CONSIDEREDOnly the brands actively present in the Indian motorcycle were considered namely- 1. Hero Honda Motorcycles Limited. 2. Bajaj Auto Limited. 3. India Yamaha Motor Private Limited. 4. Honda Motors and Scooters Limited. 5. T.V.S. Motor Limited. 6. Suzuki Motorcycle Limited. 7. ‘Others’ was used as a generic category for all other brands.2.1 Problem DefinitionRandom Sampling was used for the surveying for the purpose of primary data collection.Purpose of the survey was to study the following in particular: • 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.
  15. 15. • The target group of Yamaha is youngsters so the target group for our study is mainly young people mainly in the age group of 18-35 years so that we can know about their view and perception about Yamaha. • 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. • To check the effectiveness of present TVCF and other advertising and promotional media. • To study the chemistry behind preference of a particular bike preference and is the colour preference uniform across all other products they buy. • Characteristics the buyers associate with different colours.2.1 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.
  16. 16. 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.2.3 Sample DesignBasis of Sampling Plan and Sample SizeSampling is the component of our research design. A Sample is a subgroup of thepopulation for participation in the study. • Target population - Males between the age group of 18 – 60 yearsThe target group of motorcycles is youngsters so the target group for our study aremainly young people mainly in the age group of 18- 40 years so that we can know abouttheir view and perception about Yamaha. Age group above 40 till 60 was also consideredso as 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 areselected on the basis of judgment of researcher. Researcher chooses elements to beselected in the sample. Of all sampling types, convenience sampling is least expensiveand least time consuming. Non-Probability sampling procedure was used. Non-Probability Sampling relies on the personal judgment of the researcher rather than chanceto select sample elements. Researcher decides which elements to take in the sample.Because there is no way of determining the probability of selecting any particularelement for inclusion in the sample, the estimates obtained are not statisticallyprojectable to the population. For data gathering purposes friends, relatives, were
  17. 17. surveyed. Also spot surveys were conducted in the Vehicle parking stands of MMX Mall(Sahibabad) and Shipra Mall (Ghaziabad). • Sample size (N) – 345Sample size refers to the number of elements to be included in the study. Determining thesample size is complex and involves several qualitative and quantitative considerations.Import qualitative features that we considered in determining the sample size include: 1. Importance of the decision 2. Nature of the research 3. Number of variables 4. Sample sizes used in similar studied 5. Complication rates 6. Resource constraintsExtent ( Area covered) Delhi -1 N.Delhi-176 Noida-21 Gr. Noida-14 Gurgaon-8 Ghaziabad-118 Meerut-6 Muradabad-12.4 Scope of the StudyThe project is concerned with the motorcycle customers of Delhi & NCR. It is aimed toanalyze the brand image of six major players of Indian motorcycle industry. The projectincludes a detailed study of various parameters that people associate with a certain brandand attributes which are liked and considered by people. It also aims to check the qualityof awareness of Yamaha and its competitors. Also the chemistry behind the different
  18. 18. colour preferences of people was studied. Aim was to study the attributes, if any, peopleform with regard to different colours.2.5 Limitations: i) The survey was restricted to Delhi and NCR region (Ghaziabad, Gurgaon, Noida, Greater Noida, Meerut, Muradabad.) in particular. ii) Inadequate time to follow the customer response. iii) Lack of experience in handling surveys. iv) Most of the respondents were having inadequate time for filling in the questionnaire. v) Unwillingness of respondent to provide information. vi) Inability of respondent to provide the exact information. Chapter3 Industry and Company Profile 3.1 Industry Profile The Two Wheeler Market GloballyThe two-wheeler industry is concentrated in the developing world, especially China andIndia, 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, aredominated either by Japanese firms or their joint ventures.
  19. 19. Hero Honda Motor Cycles Limited, an Indian motorcycle company is the world leader bysales.Motorcycles are used for many different purposes. Some use it for daily commuting( especially in developing and under-developed worlds) and for hobby pursuits( indeveloped world). Harley Davidson, Royal Enfield, BMW, Yamaha etc are thecompanies that satisfy this hobby pursuit of the people, the world over. Two Wheeler Market: The Indian ScenarioThe Indian two-wheeler industry can be divided into three broad categories: scooters,motorcycles and mopeds. Each of these categories can be further segmented on the basisof 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 10years with the preference changing from mopeds to scooters, and more recently, fromscooters to motorcycles. With the reduction in the price differential between scooters andmotorcycles, there has been a perceptible shift towards motorcycles because of theirbetter styling, higher fuel efficiency, and higher load carrying capacity.Of late, scooters have made a resurgence. Honda Motors and Scooters India Limited isthe market leader in the scooter segment. Also female centric two-wheelers like Pep havegained major portion of the market. Rise of a Product: The MotorcyclesMotorcycles are the most expensive of all two-wheelers. They are more powerful thanscooters and mopeds, have the highest load carrying capacity (which is essential for ruralareas), are fuel-efficient, have better road grip, and are also the most expensive. Besides,
  20. 20. motorcycles are viewed as “trendy” in the urban areas as compared with scooters andmopeds.The fortunes of the motorcycle industry changed after the announcement of the liberallicensing policy in 1982 where by foreign collaboration were allowed. In 1982, theGovernment allowed foreign players to enter the industry through joint ventures. Withinfour years, the TVS Group tied up with Suzuki, the Hero Group with Honda, the Escortsgroup with Yamaha and Bajaj Auto Limited (Bajaj Auto) with Kawasaki. TVS & Suzukiintroduced Ind-Suzuki in 1984, Hero Honda Motors Limited (HHML) launched CD100in 1985, and both Escorts and Bajaj Auto launched their models in 1986-87.Also, new entrants have entered the market by introducing their products at lower pricepoints, while the existing players have announced price cuts. This has led to pricecompetition in the domestic market. Market Segment for MotorcyclesThe motorcycle market in India can be segmented on the basis of price and power. Themotorcycle market is divided into five segments. Basic category models priced betweenRs.30, 000 - Rs.40, 000. Here the focus is , by and large, on price and fuel efficiency. Inthis category, Bajaj Auto has Platina , HHML has CD-Deluxe and Yamaha has Crux. Inthe standard category i.e. Between Rs.31, 000 – Rs.42, 000, Bajaj Auto has Platina-125,HHML has Splendor and Splendor NXG and Yamaha has Alba and GS-5.
  21. 21. Executive category models priced between Rs.43,000 and 55,000. These are modelswith Japanese and European standards of engineering, styling, manufacturing and ridingcomfort. This segment has strong brand such as Victor (TVS), Passion Pro and SuperSplendor (HHML), Discover (Bajaj Auto), Gladiator (Yamaha), Stunner and Shine(HMSI) and Zesus (Suzuki). Deluxe category (Rs.56, 000 – Rs.67,000) includes FZ-Sand FZ-16 (Yamaha), Hunk and CBZ Xtreme (HHML), Pulsar150 and 180 (Bajaj),Apache (TVS), Unicorn (HMSI) and GS-150 R (Suzuki). Premium category modelspriced above Rs. 65,000. Bajaj Auto has the Pulsar 200 and 220, Apache- RTR EFI(TVS) and R15 (Yamaha) and Karizma (HHML). HHML is the market leader in themotorcycles segments. Since Honda has always been one of the global pioneers indeveloping fuel-efficient engine technology, the unique selling propositions of all HHMLmotorcycles are fuel efficiency and ease of maintenance. Motorcycles are positioned asperformance oriented, economy oriented and more recently, as products offering a mix ofperformance and economy. 3.2 Company Profile India Yamaha Motor Private LimitedIndia Yamaha Motor (IYM) is a 100% subsidiary of Yamaha Motor Corporation ofJapan. The company has its manufacturing unit in Faridabad and Surajpur, whichsupports the production of motorcycles for domestic as well as overseas market.Presently 10 models roll out of this two plant.Year of Establishment July 1, 1955 (Yamaha Japan)
  22. 22. Industry Motorcycle manufacturingInternational Headquarter 2500 Shingai, Iwata-shi Shizuoka-ken, JapanVisionWe will establish YAMAHA as the "exclusive & trusted brand" of customers by"creating Kando" (touching their hearts) - the first time and every time with world classproducts & services delivered by people having "passion for customers".MissionBe the Exclusive & Trusted Brand renowned for marketing and manufacturing ofYAMAHA products, focusing on serving our customer where we can build long termrelationships by raising their lifestyle through performance excellence, proactive design& innovative technology. Our innovative solutions will always exceed the changingneeds of our customers and provide value added vehicles.Build the Winning Team with capabilities for success, thriving in a climate for action anddelivering results. Our employees are the most valuable assets and we intend to developthem to achieve international level of professionalism with progressive careerdevelopment. As a good corporate citizen, we will conduct our business ethically andsocially in a responsible manner with concerns for the environment.Grow through continuously innovating our business processes for creating value andknowledge across our customers thereby earning the loyalty of our partners & increasingour stakeholder value.Core competencies
  23. 23. 1. Customer #1Yamaha put customers first in everything they do. They take decisions keeping thecustomer in mind.2. Challenging SpiritYamaha strive for excellence in everything they do and in the quality of goods & servicesthey provide.3. Team-workThey work cohesively with the colleagues as a multi-cultural team built on trust, respect,understanding & mutual co-operation.4. Frank & Fair OrganizationYamaha Motor is a company that has worked ever since its founding to build productsdefined by the concepts of “high-quality and high-performance” and “light weight andcompactness” as they have continued to develop new technologies in the areas of smallengine technology and FRP processing technology as well as control and componenttechnologies.It can also be said that their corporate history has taken a path where “people” are thefundamental element and their product creation and other corporate activities havealways been aimed at touching people’s hearts. Their goal has always been to provideproducts that empower each and every customer and make their lives more fulfilling byoffering 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 newexcitement and a more fulfilling life for people all over the world” and to use ouringenuity and passion to realize peoples’ dreams and always be the ones they look to for“the next Kando.”
  24. 24. Kando is a Japanese word for the simultaneous feeling of deep satisfaction and intenseexcitement that people experience when they encounter something of exceptional value.Manufacturing process IYMs 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 YamahaPlants. The infrastructure at both the plants supports production of motorcycles and itsparts for the domestic as well as oversees market. At the core are the 5-S and TPMactivities that fuel agile Manufacturing Processes. They have In-house facility forMachining, Welding processes as well as finishing processes of Electroplating andPainting till the assembly line. The stringent Quality Assurance norms ensure that ourmotorcycles meet the reputed International standards of excellence in every sphere.As anEnvironmentally sensitive organization we have the concept of "Environment-friendlytechnology" ingrained in our Corporate Philosophy. The Company boasts of effluentTreatment plant, Rain water - Harvesting mechanism, a motivated forestation drive. IYMLtd. is IS0-14001 certified. All our endeavors give us reason to believe that sustainabledevelopment for Yamaha will not remain merely an idea in pipeline.
  25. 25. Yamahas Motorcycle operations in IndiaConclusionAs the auto industry witnessed yet another year of good sales, there is clear evidence thatthe dynamics of the Indian two-wheeler industry has changed significantly over the lastfew years. While everyone knows that there has been constant shift in demand towardsmotorcycles from geared scooters. Various companies have entered into the two-wheelerindustry.There are various competitors of Yamaha comes from Hero Honda. The driver of growthfor Hero Honda was the launch of entry level, value-for-money bike “CD-Dawn” and the
  26. 26. upgraded version of “Splendor” and “Passion”. The company which had lost its marketshare 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. Thesuccess Bajaj’s latest model Pulsar has helped the company to stay clear of adopting anaggressive price reduction strategy. Besides, the recently launched CT100 had alsoenjoyed a fair degree of success. TVS is also trying to capture the good market share byintroducing the different models of bikes. The industry has now acquired the traits of theconsumer durable industry, of price wars, celebrity endorsement and ever-increasingsales and promotional out go. Earlier, Hero Honda and Bajaj Auto were the onlyproducers of four-stroke motorcycles. Now, TVS Motor is also jostling for space in thefour-stroke market.India Yamaha Motor last year achieved a dramatic turnaround on the back of the successof its 125cc Enticer and 106cc Libero models. IYM is also trying to retain their marketshare by introducing different bikes. They have launched two bikes in 2004 as changeLibero and Fazer. In 2008, they have launched FZ-16 and R15. They have also launchedan upgraded version of FZ-16 i.e. FZ-S. Currently, Yamaha have a market share of about3.5% in the Indian two-wheeler market.3.3 SWOT Analysis STRENGTHS WEAKNESSES • High quality products to exceed • Yamaha has narrow product line in customer expectations. Indian market. • Attractive design and colours. • Few people are not satisfied with the • Strong brand name all over the mileage of the bikes. world as well as in India. • Not giving promotional schemes for • Availability of easy finance longer time periods. schemes from Bussan Auto
  27. 27. Finance. • Poor advertisement of the product.• 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 network across the country. OPPORTUNITIES THREATS• The Sales may be increased if • Low end cars like TATA Nano are advertisements are made more eating away the share of high end attracting to the young generation motorcycle manufacturers. and the advertisement is made with any celebrity. • Bajaj and TVS are also producing same segment bikes at same price with• Targeting the upper-middle class more powerful engine. people and the young generation. • Bajaj Pulsar is the strongest rival with• Retailer’s motivation. high performance and frequent variations and up gradations.• Demand is increasing with the time in the motorcycle segment. • Different effective promotional schemes of competitors.• One of the best and popular brands of the world, so company can use • Honda Motors & Scooters Limited is its brand image for advertising and pursuing Indian Motorcycle Market attracting people. vigorously.• The vast rural market is
  28. 28. opportunity in waiting by catering to attractive financial schemes.Chapter 4Data collectionData collected is an elaborate process in which the researcher makes a planned search forall the relevant data. Data is the foundation of all marketing research. It is the rawmaterial with which a researcher functions.4.1 Primary DataPrimary Data is the original data collected by the researcher. It has a specific purpose ofaddressing the problem at hand. One set of questionnaire was prepared. The structuredquestionnaire consisted of closed ended questions. The questions were made simple andeasy to answer for the interviewer. The customers to be interviewed were selected by theresearcher.. The respondents had to be in the age group between 18 – 60 years and theymust own a two-wheeler in Delhi & NCR( Noida, G. Noida, Meerut, Muradabad,Gurgaon, Ghaziabad).
  29. 29. 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 information needed Specify the Type of interviewing method Determine the content of individual questions 1
  30. 30. 1Design the questionnaire to overcome the respondent’s inabilityand 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
  31. 31. Chapter 5Findings & Data Analysis 1. AGE OF THE RESPONDENTSAge Group Figure PercentUnder 20 Years 26 7.536%21-25 Years 151 43.768%26-30 Years 87 25.217%31-35 Years 38 11.014%36-40 Years 18 5.217%41-50 Years 18 5.217%Above 51 Years 7 2.029%TOTAL RESPONDENTS 345 100.000%
  32. 32. All the possible age groups from 18 years of age till 60 years of age wereconsidered. Since youngsters are the major market for the motorcycles, age group21-35 were aggressively surveyed. As is evident from the sample data, preferencefor motorcycle goes on decreasing as the age limit crosses 35 years. Age limitabove 51 years is the least attractive segment for the motorcycle companies. Tobe a leader in the motorcycle market , thus, every company should try to pursue18-35 years of age. Better still if the company is able to cater to distinguishbetween these sub-segments.2. RESPONDENTS PROFILE:
  33. 33. Occupation Figure PercentStudent 143 41%Office Employee 109 32%Factory Worker 12 3%Shop Owner 21 6%Business Man 16 5%Professional (lawyers, doctors) 39 11%Farmer 3 1%Others( Retired personnel) 2 1%TOTAL RESPONDENTS 345 100%
  34. 34. 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 canleverage this segment by providing them certain motivations (like increased number offree services). Office goers come second. Distant third come professionals ( doctors,lawyers,..). Together these three segments make for 85 percent of the motorcycle marketin the surveyed group. These segments should be holistically pursued to emerge a marketwinner.
  35. 35. 3. Which two motorcycle attracts you a lotModel Series1(first Series2(second Series3 preference) preference)Pulsar150 38 28 104Karizma ZMR 27 49 103R15 22 28 72Karizma 33 66Pulsar180 25 11 61
  36. 36. Apache 14 29 57Pulsar200 26 52FZ-S 12 18 42Fazer 10 17 37Pulsar220 4 26 34Series1= first preference Series 2= second preferenceSeries3=(series1)*2+(series2) 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”. 4. These motorcycles belong to which companies Hero Bajaj Yamaha Honda TVS HMSI Suzuki OthersApache RTR 3.48% 3.00% 5.51% 86.67% 0.29% 0.29% 0.29%Pulsar135 97.39% 2.03% 0.29% 0.29% 0% 0% 0%
  37. 37. 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%
  38. 38. The most striking feature of this question was its outcome. Major/ new brands fromall the stables are well known, irrespective of the age of the respondents. Also Pulsarand Karizma ZMR are well known brands as no ‘other’ option was ticked for thesetwo bikes. Also, there were some percentages of the ‘other’ options for all otherbikes. This calls for further positioning on part of these companies.5. Which Brand you like most
  39. 39. Company PercentageBajaj 27.83%Yamaha 18.84%Hero Honda 39.13%Honda 4.35%TVS 8.70%Suzuki 1.16% 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
  40. 40. 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. 6. Specify your source for awareness of motorcycles.Source PercentageTVCF 19.42%Newspaper 16.81%Magazine 15.65%Showroom 12.17%Family/ Friends 23.77%Internet 8.41%Hoardings 2.90%Road Show 0.87%Others 0.00%
  41. 41. 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 awareness. Thus this source of advertisement cannot be neglected. This calls for more 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. 7. What influenced you more in purchase of your bikeFactor PercentFamily/ Friends 40.00%Girl Friend 12.75%Hoarding 4.06%Show Off 5.51%Personal Experience 29.28%Information from Dealer/ Showroom 1.74%Test Drive 3.19%Resale Value 2.90%
  42. 42. Others 0.58% 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
  43. 43. 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. 8. Company you associate with racingManufacturer PercentageBajaj 16.52%Yamaha 45.51%Hero Honda 16.23%TVS 4.35%Honda 7.83%Suzuki 9.57%
  44. 44. Yamaha is known as a racing bikes manufacturer. Yamaha’s RX 100 is still revered for its pick-up 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. 9. Which bike you strongly associate with youthManufacturer PercentageBajaj 29.86%Yamaha 34.20%Hero Honda 27.83%TVS 3.19%Honda 3.48%Suzuki 1.45% 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 Yamaha’s ‘Youth
  45. 45. 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. 10.Value positioning of motorcycles in the minds of consumers Stylish Advanced Reliable/ High / Trend Traditiona Technolog Trustworth Performanc l y y e Sporty SetterHeroHonda 54.49% 20.58% 51.59% 35.36% 17.97% 33.62%Bajaj 24.93% 33.91% 29.57% 30.72% 24.64% 28.99%Yamaha 9.57% 31.59% 11.01% 22.32% 40.87% 17.97%TVS 3.77% 3.77% 4.35% 3.77% 5.22% 5.22%HMSI 2.03% 6.67% 1.74% 4.93% 5.80% 3.48%Suzuki 2.03% 3.48% 0.87% 2.90% 4.35% 4.93% 3.19% 0% 0.87% 0% 1.16% 5.80% Good Affordable Innovative Mileage Passionate PriceHero Honda 25.22% 51.88% 30.72% 37.68%Bajaj 24.93% 20.87% 24.06% 29.28%Yamaha 27.54% 8.12% 20.87% 9.57%TVS 4.64% 11.59% 7.54% 15.65%HMSI 6.38% 4.35% 6.96% 4.35%Suzuki 5.51% 2.90% 3.19% 2.32% 5.80% 0.29% 6.67% 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
  46. 46. their unmet needs. Hero Honda dominates nearly all the attributes. Thiselucidates the reason for its market leader position. Yamaha as a brand leads asbeing the most innovative and most stylish bikes manufacturer. This supports theendeavor of Yamaha as the ‘youth centric’. This makes it all the more likeablebrand among the youth, the major market for motorcycles. Yamaha shouldassiduously pursue this segment to out-beat its competitors.
  47. 47. 11.Gauging consumers attachment with the brands.
  48. 48. Brand Recommenders PreferersBajaj 35.36% 29.86%Yamaha 21.16% 20.87%Hero Honda 34.49% 37.10%TVS 6.67% 8.12%Suzuki 3.19% 1.74%HMSI 2.03% 2.32%
  49. 49. Hero Honda is the most preferred bike while Bajaj is the most recommended brand in thesurveyed group. This shows an interesting dichotomy on part of consumers. Ideally thereshould be a common yardstick for liking of a bike. Respondents had ranked Bajaj higheron ‘ advanced technology’ and ‘stylish’ vis-à-vis Hero Honda. May be this is the reasonfor this dichotomy. Yamaha was adjudged as the most stylish bike, but is not the mostrecommended. May be ‘advanced technology’ attribute is the reason behind this. Asregards 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
  50. 50. the intensely competitive Indian market. Augmented brand promotion is needed on partof Yamaha to increase its market share. ‘ Kando’ will definitely be gained throughintensive promotion of the brand. 12.Which Brand you will never buyBrand PercentageBajaj 5.51%Yamaha 11.01%Hero Honda 3.77%TVS 30.14%HMSI 22.32%Suzuki 27.25%
  51. 51. 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. 13.Reasons for rejection: Baja Yamah Hero TV HMS Suzuk TOTA j a Honda S I i LAlready have 1 1Bad engine 1 1 2
  52. 52. Balancing problem 2 1 3Chain set problem 1 1Due to obsolescence 1 1Friends comments 2 1 5 8High maintenance 3 3 3 3 12High price 1 6 2 1 2 8 20Lack of Awareness 1 6 10 13 30Lack of good models 3 6 10 3 22Less features 1 1 2Less pickup 1 1Less Varieties 11 5 2 18Low mileage 9 5 1 11 26low performance 1 1 1 14 8 4 29Never tried 1 1No connection with youth 1 1No interest in brand 1 1 1 3No liking for the brand 4 2 9 7 6 28No new models 3 3Not attractive 1 4 1 19 4 18 47Not comfortable 2 3 5Not competitive 1 1 2Not innovative 1 1 4 3 1 10Past experience 1 1 2 3 1 8Past market performance 2 1 3 Baja Yamah Hero TV HMS Suzuk TOTA j a Honda S I i LPoor after sales service 2 2 3 4 11Poor brand image 2 6 1 1 10Resale value 2 1 2 1 6Shocker problem 2 2Short in size 2 2Test drive 4 4Very common 1 3 4Weak body, Not reliable 1 1 6 5 4 17TOTAL 19 38 13 104 76 93
  53. 53. Several Reasons were attributed for rejection. We graphed top 15 reasons for thisrejection. Here some tandem was seen as per the market position of the top 2 players inthe Indian motorcycle segment. Both Hero Honda and Bajaj have les negative attributesassigned to them. Improving on other attributes and these attributes ingeniously canleverage Yamaha to much better market share. Also Yamaha is way ahead compared toother brands. This augments well for Yamaha. Yamaha should hone upon the mileageproblem. Majority of the respondents complained about Yamaha’s low average attribute.Also their bikes are positioned as costly. This presents unique technical challenge forYamaha. Costs should be regulated considering the demand. Powerful bikes guzzlepetrol. Thus Yamaha should launch more economical bikes with optimum mileage. Care
  54. 54. should be taken that proper segmentation is positioned in the minds of consumersregarding power bikes and economical bikes. 14.Brand Personality of India Yamaha Motor Pvt. Ltd.personality PercentageYuvraj Singh 6.09%M S Dhoni 8.99%Hrithik Roshan 11.30%John Abraham 73.62%Objective behind asking this question was to gauge the consumer awareness of Yamahabrand particularly. Consumers identify the brand with the personality endorsing thebrand. 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 awarenesscommensurate with the brand awareness of the consumers. 74% of the respondentscorrectly identified John as the brand personality of IYM Ltd. Most interesting fact wasthat regardless of age, consumers had this awareness. This establishes that consumersfollow Yamaha. Yamaha needs to seriously adapt itself to the Indian market needs, tobeat its rivals. Serious analysis of all the various aspects of the business is necessitated by
  55. 55. this finding. It comes distant 5 even when adequate awareness levels about the brandpersist. 15.Favourite and non-favourite colour in generalFavourite Color Percentage Not Favourite Color PercentageCream 0.29% Maroon 0.29%Maroon 1.16% Metallic 0.29%Metallic 0.58% Cream 0.87%Orange 0.58% Grey 1.74%Grey 1.45% Purple 1.74%Purple 0.87% Brown 2.32%Silver 1.45% Silver 3.19%Yellow 2.61% Pink 5.80%Green 3.19% Orange 5.51%White 3.19% White 7.83%Pink 3.48% Green 8.70%Blue 1.16% Black 21.16%Red 22.61% Blue 13.04%Black 46.96% Yellow 18.26% Red 19.71%
  56. 56. YELLOW YELLOW WHITE WHITE SILVER SILVER RED RED PURPLE PURPLE PINK PINK ORANGEMETTALIC ORANGEMAROON METTALIC GREY MAROON GREEN GREY CREAM GREEN BLUE CREAM BLACK BLUE 0 20 40 60 80 100 120 140 160 180 BLACK BROWN BROWN YELLOW YELLOW WHITE WHITE SILVER SILVER RED PURPLE RED PINK PURPLE ORANGE PINKMETTALIC ORANGEMAROON GREY METTALIC GREEN MAROON CREAM GREY BLUE GREEN BLACK CREAM 0 10 20 30 40 50 60 70 80 BLUE BLACK
  57. 57. 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) infavourite and non-favourite category, by the whole sample. Also the reply to thisquestion was to be compared with favourite and non-favourite colour of their bikes. Anyrelationship, if any, between the responses was to be studied.Interestingly, preference and dislike was concentrated to few colours: (1) Favourite colour-Red ( 22.61% ) and Black(46.96% ) (2) 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. Indian’s seem to buy products with religious perspective. 16.Favourite and no –favourite colour motor-cycle colour.MC Favourite Color Percentage MC Not Favourite Color PercentagePink 0.29% Metallic 0.29%Purple 0.29% Maroon 0.29%Green 0.87% Brown 0.58%Metallic 0.87% Cream 0.58%Grey 1.74% Purple 1.93%Yellow 1.74% Orange 1.74%White 2.90% Grey 2.32%Silver 3.19% Silver 4.06%
  58. 58. Blue 8.70% White 7.35%Red 20.00% Black 8.99%Black 59.42% Green 10.43% Blue 13.33% Yellow 24.06% Red 24.06% MC NON FAVOURITE COLOR CREAM BROWN CREAM ORANGE BROWN MAROON ORANGE MAROON YELLOW YELLOW COLORS WHITE WHITE SILVER SILVER RED PURPLE RED METTALIC PURPLE GREY GREEN METTALIC BLUE GREY BLACK 0 10 20 30 40 50 60 70 80 90 GREEN BLUE NO. OF SAMPLES BLACK
  59. 59. MC FAVOURITE COLOR YELLOW YELLOW WHITE SILVER WHITE RED SILVER COLORS PURPLE RED PINK PURPLE METTALIC GREY PINK GREEN METTALIC BLUE GREY BLACK GREEN 0 20 40 60 80 100 120 140 160 180 200 220 BLUE NO. OF SAMPLES BLACKWhite, Silver, Blue, Red and Black are the main favourite and non-favourite colours onmotorcycle. Yellow is one of the top non-favourite colour. Interestingly, the whole worldof colours seems wrapped to few chosen colours. Also, the very same very colours whichare top favourite are also top non-favourite colours. Black is the overall favourite bikecolour. Also, the overall preference for colours in general (question no. 15 & 16) arenearly similar. Thus, motorcycle companies should look into this special relationshipbetween colours and consumer preferences. 17.Colour of your present motorcycleModel Color PercentageCream 0.29%Maroon 0.29%Purple 0.29%White 0.58%Metallic 0.87%Green 1.16%Grey 1.45%Yellow 1.45%Silver 4.35%
  60. 60. Blue 8.99%Red 18.55%Black 61.74%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 manyvariants in these colours. Yamaha with its Fazer bikes has successfully launched bikes inred, black and red-black colour. Apart from red, black, blue, silver other colours arenegligent in vehicles. This also provides opportunity for companies. They should try andprovide some new colours to consumers. Proper market testing should be done. This maythrow up some unexpected opportunities. MODEL COLOR YELLOW YELLOW WHITE WHITE SILVER SILVER RED RED PURPLE COLORS METTALIC PURPLE MAROON METTALIC GREY MAROON GREEN CREAM GREY BLUE GREEN BLACK CREAM 0 20 40 60 80 100 120 140 160 180 200 220 BLUE NO. OF SAMPLES BLACK
  61. 61. MODEL COLOR YELLOW YELLOW WHITE WHITE SILVER SILVER RED RED PURPLE METTALIC PURPLECOLORS MAROON METTALIC GREY MAROON GREEN CREAM GREY BLUE GREEN BLACK CREAM 0 20 40 60 80 100 120 140 160 180 200 220 BLUE NO. OF SAMPLES BLACK 18.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 4) Youth 5) Trendy 6) Unique 7) Safe 8) Shiny 9) Sporty 10) Racy Image 11) Decent 12) Eye Catchy/ Attractive 13) Professional 14) Smart 15) Bright 16) Stylish
  62. 62. 17)Suits Personality 18) Vibrant 19) Maintenance Free 20) Religious 21) Sober 22) Never Fade 23) Dust/Scratch less visible 24) Passionate 25) Funky 26) others 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 Sporty 30 Youth 25 20 Macho NO. OF SAMPLES 15 Unique 10 Decent 5 Dust free 0 Trendy Stylish D E EY RE E CK BLU M N R IT LE W ON GR LIC EE VE EA BLA WH LLO RP GR SIL RO CR TTA PU YE MA ME COLORSFACTORS FOR CHOOSING BLACK
  63. 63. FACTORS FOR CHOOSING BLACK Shiny Sporty Youth Macho Dust free Unique Decent Trendy Sophistic Stylish Racy Attractive FACTORS Rich Series2 Smart Series1 Suits Never fade Professio Safe Passionat sober Funky Bright viberant Religious Maintaina Others 0 5 10 15 20 25 30 35 NO. OF SAMPLESFACTORS FOR CHOOSING RED
  64. 64. FACTORS FOR CHOOSING RED Shiny Trendy Macho Youth Stylish Decent Sporty Smart Professional Bright Unique COLORS Series1 Religious Safe Rich Racy Image Never fade Attractive viberant Suits Sophisticated Maintainance Dust free 0 2 4 6 8 10 12 NO. OF SAMPLESFACTORS FOR CHOOSING BLUE
  65. 65. FACTORS FOR CHOOSING BLUE Sporty Stylish Suits personality Smart Funky Never fade Shiny Unique Youth FACTORS Sophisticated Maintainance free Professional Series1 Attractive Decent Racy Image Rich Bright Safe Macho 0 1 2 3 4 5 6 NO. OF SAMPLESFACTORS FOR CHOOSING SILVER
  66. 66. FACTORS FOR CHOOSING SILVER Shiny Maintainance Safe Unique Sophisticated Rich Dust free viberantFACTORS Suits personality Stylish Bright Series1 Smart Racy Image Sporty Trendy Youth Macho 0 0.5 1 1.5 2 2.5 3 NO. OF SAMPLES 19.Regarding Motorcycle design what are the important aspects.
  67. 67. Regarding MC Design PercentageBody Style/ Design 1.74%High Contrast Color 8.41%Component Color 15.07%Sticker Design 21.16%Body Color 48.99%Riding Comfort 4.64% IMPORTANT FACTORS OF MC DESIGN 180 160 140 120 100 NO. OF SAMPLES 80 60 Series1 40 20 Series2 0 Body Color Sticker Component High Riding Body Design Color Contrast Comfort Style/ Color Design FACTORS Top features opted by the respondents were-Body colour, sticker design and component colour. Surprisingly, riding comfort and bodystyle were lower on the count. This may be comprehended as consumers take ridingcomfort and body design as an accepted, irrefutable offering and they further ask forthese aesthetic features. Also since youth is the major market for motorcycles, this showsthe demanding preferences of today’s younger generation.They need bikes to flaunt besides serving the basic biking wants.
  68. 68. Thus, to gain larger share of the market companies should focus on these and otherinnovative aesthetic appeals in the models. Yamaha has lately offered several suchinnovations. This has resulted in ever greater market share for Yamaha in the Indianmarket. 20. Your Dream MotorcycleModel percentage model percentageThunderbird 0.87% Achiever 0.29%FZ-16 1.16% Aprilia 0.29%Machismo 1.16% Caliber 0.29%Apache RTR 1.45% Discover 135 0.29%Bullet 1.74% Gs150R 0.29%Pulsar180 2.03% Intruder 0.29%RX100 2.03% KTM990 0.29%CBR 2.32% MT01 0.29%CBZ Xtreme 2.32% Passion 0.29%Ducati 2.90% Pulsar135 0.29%Royal Enfield Classic 3.48% Pulsar200 0.29%Fazer 3.77% R6 0.29%Bullet 500 4.93% Rajdoot 0.29%Harley Davidson 4.06% Splendor 0.29%Pulsar220 5.80% Bullet 350 0.58%R1 4.35% Discover 100 0.58%Avenger 5.22% Glamour 0.58%Karizma 6.67% Splendor plus 0.58%Karizma ZMR 7.54% Hunk 0.87%Kawasaki Ninja 8.41% Pulsar150 0.87%R15 9.57% Hayabusa 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.
  69. 69. Yamaha has seven bikes in the treasured category. This shows that Yamaha has an avid following amongst the consumers. 21.Top three channels you watch most 1st Priority 2nd Priority 3rd Priority weightedTen sports 18 14 10 92V 12 20 13 89Bindaas 18 18 11 101HBO 33 12 6 129Star news 30 14 8 126Star Sports 18 22 12 110Colors 42 26 10 188ESPN 45 14 20 183Zee Tv 21 54 19 190Sony 45 48 12 243Star Plus 72 38 13 305Discovery 84 28 18 326Aajtak 90 46 20 382Mtv 99 46 14 403NDTV 105 44 18 421weighted=first priority*3+second priority*2+third priority
  70. 70. Weighted=(First priority)*3 + (Second priority)*2+ (Third priority)Objective behind this question was to know the channels which will gainmaximum eyeballs to TVCF. M.Tv topped the list for entertainment( songchannels) ND Tv is the number one viewed channel It far outstrips other newschannels. Discovery channel is the favourite of all age groups. Thus it can be avery good source of brand promotion. ESPN tops the sports channels. Duringspecial sporting festivals like T20, companies should provide TVCF round theyear on ESPN.
  71. 71. Idiot box is the favourite source of past time for majority of Indians. Thus thismedium should be considered for maximum brand awareness.Also this can be a very good medium to influence parents as youth majorlydepend upon their family for their own motorcycles. If cleverly pursued, this canbe a major influence on elders regarding safety of bikes like on mothers whilethey are watching their favourite soaps.
  72. 72. Chapter 6CONCLUSIONS(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 Bajaj Auto Ltd.(4) Youth (Students) are the major market for motorcycles in India.
  73. 73. (5) Family/friends, TVCF and newspapers are the major source of awareness for motorcycle brand awareness. (6) Major influencing factors in the purchase of bikes are-family/ friends, personal experience and girl friend. (7) R15, Fazer, FZ-S from Yamaha are amongst the top ten favourite bikes in the surveyed group. (8) 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. (9) Yamaha is way ahead in overall consumer favourable response compared to TVS, Suzuki, HMSI. (10) Majority of the Consumers prefer red and black colour in general and also in their bikes. (11) Yamaha has maximum number of models in the dream bikes category. (12) Pulsar variants from the Bajaj stable is the most favourite model from any company.Chapter 7RECOMMENDATIONS
  74. 74. Based on research, following recommendations are made to Yamaha (1) 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. (2) Yamaha should sponsor youth festivals. It should consider every contact points that can be made with the youth. (3) Yamaha should also introduce bikes in the economical range. Poor mileage is seen as the major drawback associated with the Yamaha bikes. (4) Yamaha should actively consider brand promotions. Yamaha lacks as far as brand promotion is considered compared to other brands. (5) 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 consumer’s confidence. Directed promotions towards this concern should be vigorously held on the national scale. (6) Company should focus on after-sales service. Proficient service will provide Yamaha a leading edge. (7) 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.
  75. 75. Chapter 8REFERENCEwww.suzukimotorcycle.co.inwww.honda2wheelersindia.comwww.herohonda.comwww.bajajauto.comwww.tvsmotor.inwww.icra.in/files/PDF/SpecialComments/2010-February-two-Wheeler.pdfwww.siamindia.comhttp://www.ptinews.comThe Economic Times
  76. 76. Chapter 9BIBLIOGRAPHYStatistics for Managers by Levine,Stephan,Krehbiel,BerensonMarketing Management by Kotler,Keller,Koshy,JhaStrategic Marketing by Anderson,vincze
  77. 77. Chapter 10ANNEXURE QUESTIONNAIRE BRAND IMAGE OF MOTORCYCLES Place -…………………… Model name - ……………1. Name ……………………………………. 2. Age…….3. What is your occupation? 1) Student 2) Office Employee 3) Factory Employee 4) Shop Owner 5) Business Person 6) Professionals (Dr., Lawyer...) 7) Farmer 8) others:______________
  78. 78. 4. Which motorcycle attracts you a lot? a.) _________________ b.)_______________5. Which company the following motorcycle brand belongs ? Bajaj Yamah Hero TVS HMSI Suzuk Others a Honda iApacheRTRPulsar135KarizmaZMR Bajaj Yamah Hero TVS HMSI Suzuk Others a Honda iFazerGS150RCBFstunner6. Which brand you like the most? 1.) Bajaj 2.)Yamaha 3) Hero Honda 4.)Honda 5.) TVS 6.) Suzuki7. Please specify your source of awareness for motorcycles:
  79. 79. 1.) TVCF 2.) Newspaper 3) Magazine 4.) Showroom 5.) Family/ Friends 6.) Internet 7.) Hoardings8.) Road Show 9.)Others, plz specify……..8. What/Who influenced you more for purchasing a motorcycle? 1) Friends/ Family 2.) Girl Friend 3.) Hoardings 4.) Show off 5.) PersonalExperience 6.) Information from Dealer / motorcycle shop 7.) Test Drive 8.)Resalevalue 9) Others, plz specify9. Which company you associate with racing? 1. Bajaj 2. Yamaha 3. Hero Honda 4. TVS 5. Honda 6.Suzuki10. Which company you strongly associate with youth? 1. Bajaj 2. Yamaha 3. Hero Honda 4. TVS 5. Honda 6.Suzuki11. Which of the words/statements you think best describes the following companies? Hero Bajaj Yamaha TVS HMSI(Honda) Suzuki HondaTraditionalAdvancedTechnologyReliable/ Trust-worthyHigh Performance
  80. 80. Stylish/ SportyTrend setterInnovativeGood Mileage Hero Bajaj Yamaha TVS HMSI(Honda) Suzuki HondaPassionateAffordable Price12. You would like to be in which category for the following Motorcycle Brand: Bajaj Yamaha Hero TVS Suzuki HMSI Honda (Honda)(1)Recommenders2.) Preferrers13. Which Brand you will never buy? 1. Bajaj 2. Yamaha 3. Hero Honda 4. TVS 5. HMSI 6.Suzuki14.a. Reason for rejecting this particular brand. ………………………15. Who is the brand ambassador of Yamaha? 1. M.S. Dhoni 2. Hrithik Roshan 3. John Abraham 4. Yuvraj Singh
  81. 81. 16. Please write the color name of your favorite & not favorite. Favorite Color _____________ Not Favorite Color _____________________17. Please write the Motorcycle color name of your favorite & not favorite. Favorite Color _____________ Not Favorite Color _____________________18. 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 yourpriority) 1) Macho 2) Rich 3) Sophisticated 4) Youth 5) Trendy 6) Unique 7) Safe 8) Shiny 9) Sporty 10) Racy Image 11) Decent 12) Eye Catchy/ Attractive 13) Professional 14) Smart 15) Bright 16) Stylish 17)Suits Personality 18) Vibrant 19) Maintenance Free 20) Religious 21) Sober 22) Never Fade 23) Dust/Scratch less visible 24) Passionate 25) Funky 26) others please specify: ____________19. Regarding Motorcycle Design, what is an important aspect for you?(_________________)1) Body color 2) Sticker Design 3) Component Color 4) High Contrast Color5) Other Please Specify:__________________
  82. 82. 20. What is your dream motorcycle? Model Name - ………………….21. Top 3 channels you watch most.. 1…………….. 2………………. 3……………….

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