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A project report on measuring customer satisfaction level and sales promotion in yamaha

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A project report on measuring customer satisfaction level and sales promotion in yamaha

A project report on measuring customer satisfaction level and sales promotion in yamaha

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  • sir can u plz me mail this report on chheda38@gmail.com
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  • 1. Projectsformba.blogspot.com SUMMER TRAINING PROJECT REPORT ON “MEASURING CUSTOMER SATISFACTION LEVEL” AND “SALES PROMOTION” IN YAMAHA AT LAKHIMPUR and UNNAOSUBMITTED IN THE PARTIAL FULFILLMENT FOR THE REQUIREMENT OF MBA DEGREE SUBMITTED TO: (2008-2010) SUBMITTED BY: DR.BIMAL AGGARWAL HEMRUDRA PRATAP SINGH (DIRECTOR) MBA- III SEM. ROLL NO. 0825070024 BBS INSTITUTE OF MANAGEMENT STUDIES PLOT NO. 33, KNOWLEDGE PARK-III GREATER NOIDA, UTTAR PRADESH Projectsformba.blogspot.com
  • 2. Projectsformba.blogspot.com TO WHOMESOEVER IT MAY CONCERNThis is to certify that ………………………………., a student of Post Graduate Degree inMBA, BBS Institute of Management Studies, Greater Noida has worked in theMARKETING DEPARTMENT, under the able guidance and supervision of……………………………., in INDIA YAMAHA MOTORS Pvt. Ltd.The period for which he was on training was for 8 weeks, starting from …………………..This Summer Internship report has the requisite standard for the partial fulfillment thePost Graduate Degree in Marketing. To the best of our knowledge no part of this reporthas been reproduced from any other report and the contents are based on originalresearch. ACKNOWLEDGEMENT Projectsformba.blogspot.com
  • 3. Projectsformba.blogspot.comI express my sincere gratitude to my industry guide ……………………….. INDIAYAMAHA MOTORS, for his able guidance, continuous support and cooperationthroughout my project, without which the present work would not have been possible.I would also like to thank the entire team of INDIA YAMAHA MOTORS, for the constantsupport and help in the successful completion of my project.Also, I am thankful to my faculty guide ……………………. of my institute, for hiscontinued guidance and invaluable encouragement. Candidate declaration Projectsformba.blogspot.com
  • 4. Projectsformba.blogspot.comI hereby declare that the work which is being presented in theproject report entitled Measuring Customer Satisfaction level andSales promotion in the partial fulfillment of the requirement forthe award of Master of Business Administration of BBS Instituteof Management Studies, Greater Noida of Uttar PradeshTechnical University, Lucknow is record of my own work and wascarried for a period of two months under the guidance of…………………………….. of commercial work of MarketingDepartment Yamaha India Motors. TABLE OF CONTENTS Projectsformba.blogspot.com
  • 5. Chapter TopicNo.1.0 Industry Profile Projectsformba.blogspot.com 1.0 Industry Profile 1.1 Competitors Analysis 1.2 Company Profile 1.3 Swot Analysis 1.4 Swot for Two wheeler Industry 1.5 Swot for India Yamaha motors 1.6 Recent Launches 1.7 Future Launches2.0 Critical Review of Literature3.0 Hypotheses4.0 Executive Summary5.0 Research Design 5.1 Data Source 5.2 Research Approach 5.3 Objectives 5.4 Research Design 5.5 Sample Design 5.6 Scope of Study 5.7 Limitations of the study6.0 Data Primary Data Secondary Data7.0 Findings & Analysis 6.1 Results of Customer Survey 6.2 Hypotheses Tests Projectsformba.blogspot.com
  • 6. Projectsformba.blogspot.com Chapter 1.01.0 Industry Profile1.1 Competitors Analysis1.2 Company Profile1.3 Swot Analysis1.4 Swot for Two wheeler Industry1.5 Swot for India Yamaha motors1.6 Recent Launches1.7 Future Launches Projectsformba.blogspot.com
  • 7. Projectsformba.blogspot.com1.0 INDUSTRY PROFILEAUTOMOBILE INDUSTRY TILL DATEThe automobile industry is one of the biggest industries in the world. Being a majorrevenue and job generating sector it drives the economies of some of the superpowersof the world. In India the automobile industry has grown by leaps and bounds since theadvent of the liberalization era the automobile industry and especially the two wheelersegment has grown by leaps and bounds.The liberalization has done away with primitive and prohibitive practices of licensing andrestricted foreign investment have been done away with. The result of which was theentry of foreign players into the Indian market. The two wheeler segment was largelydominated by Automobile Products of India (API) and Enfield in the 50s. Later ontowards the end of the 50s Bajaj Autos began importing Vespa scooters from Italiancompany Piaggio. In the following decades the automobile industry in India was mainlydominated by scooters with API and later Bajaj dominating the market. There were veryfew products and choices available as far as motorcycle is concerned and Enfield bulletand Rajdoot dominated the market.The 80s saw the entry of Japanese companies in the Indian market with the opening upof the market to foreign companies. Hero Honda and TVS Suzuki are companies formedin this era of market reform. The market was still predominantly scooter dominated andBajaj and LML were the leading brands producing the products at that time. Scooter wasviewed as a more family and utility friendly vehicle than motorcycle and hence waspreferred. Projectsformba.blogspot.com
  • 8. Projectsformba.blogspot.comThe Japanese companies not only collaborated with Indian companies to produce thealready existing products but also brought in new technology as a result of which theever conquering 100cc bikes which were extremely fuel efficient with 4 stroke engineswere launched in India. These proved to be highly successful as they provided a cheapand affordable means of personal transport to all those who could not buy a car. Theflourishing middle class took a great liking for these bikes and the bike sales in Indiabegan to grow exponentially year on year leading to Hero Honda becoming the leader inthe two wheeler industry in India and the largest producer of two wheelers in the world.The post 90s era was the era of liberalization and weakening of restrictive measures.The government went on an overdrive to support the industry and all FDI regulations andlicensing was abolished. 100% FDI was allowed in the automobile industry and theexcise duty was also considerably reduced to its current level of 12% on two wheelers.All these factors combined with the rising fuel prices, the increasing dispensableincomes of households, easy access to finance, etc. have led to two wheeler industrybecoming the backbone of the automobile industry in India.The two wheeler industry in India forms a major chunk of the automobiles produced inIndia. According to Society of Indian Automobile Manufacturers statistics for the year2008 – 2009, two – wheelers comprise 76.49% of market share among the vehiclesproduced in India.The production share of two wheelers is quite similar to the market share. The twowheeler industry comprises around 74% of the total automobiles produced in India. TheSIAM data for the year 2008-09 states that 8,418,626 two wheelers were producedduring the year against a total of 11,175,479vehicles produced during the year.SEGMENTATION OF TWO WHEELERA Two Wheeler Sector Sub-Segmenting in the three Segments. 1. Motorcycle 2. Scooter 3. Mopeds Projectsformba.blogspot.com
  • 9. Projectsformba.blogspot.com Domestic Market Share 2008 – 09 Commercial Vehicles 3.95% Total Passenger Vehicles 15.96% Total Two Wheelers 76.49% Three Wheelers 3.60%1.1.1 Domestic Market Share 2008-09 Projectsformba.blogspot.com
  • 10. Projectsformba.blogspot.com1.1 The Domestic Market Share of Two wheelers in 2008-09PAST YEAR REPORTIn the past year the sales of the automobile segment has taken a setback and the twowheeler segment has not proved to be any exception. The two wheeler segment hassuffered a setback of over 7% during the past fiscal year but there have been signs ofrecovery in the current year. Projectsformba.blogspot.com
  • 11. Projectsformba.blogspot.com 1.2 Comparative Analysis of Domestic Sales of Automobiles 2008-09 1.3 Sales trend of automobiles for the last several yearsProduction Trend Projectsformba.blogspot.com
  • 12. Projectsformba.blogspot.comIf we compare to the last year production of two wheelers it was around 8,026,681 out of10,853,930 but this year we have got growth of 1.78%, this year production of twowheelers is around 8,418,626 out of 11,175479 total automobile productions. 1.4 The Production trend of Automobiles for several yearsThe total sale of two wheelers in India has touched a figure of 7.86 million units byMarch, 2007, up 11.42% from the previous fiscal figures of 7.05 million. Productionduring the period reached 8.63 million units.The production of two wheelers in India is expected to reach a staggering 17.85 millionunits by 2011-12, more than double of the current production level.The two-wheeler production capacity is to reach 22.31 million units in 2011-12 comparedwith 10.78 million in 2006-07.The export of automobiles from India has been constantly growing and with theslowdown in the domestic market, the major companies are focusing on exporting muchmore to increase their profit margins. Projectsformba.blogspot.com
  • 13. Projectsformba.blogspot.comGROWTH PROSPECTS AND KEY DRIVERS OF INDIAN TWO WHEELER INDUSTRYThe growth witnessed by the Indian two wheeler industry indicates the growing demandfor low cost personal transportation solutions amongst the 300 million Indian middleclass consumers. Despite this spectacular growth rate, the two wheeler penetration(number of two wheelers per 1000 inhabitants) in India remains lower than other Asiancountries. This fact provides an opportunity for continued growth in the market. India hasthe lowest Penetration of two wheelers as compared to countries like Taiwan, Thailand,Malaysia, Vietnam, Indonesia and China. In the present scenario, growth in the twowheelers Industry will be driven by several factorsRise in India’s Young Working PopulationWith the rising levels of per capita income of people, the Indian two wheeler marketoffers a huge potential for Growth. This growth is relevant in the light of the fact that 70per cent of India’s population is below the age of 35 Years and 150 million people will beadded to the working Population in the next five years. The number of women in theurban work force is also increasing; this will lead to the Growth of gearless scooters.Rise of India’s Rural Economy and Growth in Middle Income HouseholdsThe growth prospects of the Indian rural economy offer a significant opportunity for themotorcycle industry in India. The penetration of motorcycles amongst rural households Projectsformba.blogspot.com
  • 14. Projectsformba.blogspot.comwith income levels greater than US$ 2,200 per annum has already increased to over 50per cent. The current target Segment for two wheelers, i.e., households belonging to theIncome category of US$ 2,200–12,000 is expected to grow at a CAGR of 10 per cent.Greater Affordability of VehiclesThe growth in two-wheeler sales in India has been driven by an increase in affordabilityof these vehicles. An analysis of the price trends indicates that prices have more or lessstagnated in the past. This has been part of the marketing strategy adopted by themanufacturers to gain volume, as well as conscious efforts adopted to bring down costs.The operating expenses of leading manufacturers have declined by around 15 per centin the last five years. With greater avenues of financing, the customer’s capacity to own atwo wheeler has improved.Rapid Product Introduction and Shorter Product Life CycleThe last five years have witnessed a sharp increase in new product launches in the two-wheeler industry. It is estimated that close to 50 new products have been launched bymanufacturers during this period, filling up all price points and targeted at variousconsumer segments.Inadequate Public Transport Systems in most Urban AreasThe economic boom witnessed in the country and the increased migration to urbanareas have increased the traffic congestion in Indian cities and worsened the existinginfrastructure bottlenecks. Inadequate urban planning has meant that transport systemshave not kept pace with the economic boom and the growing urban population. This hasincreased the dependence on personal modes of transport and the two wheelers markethas benefited from this infrastructure gap.FACTORS AFFECTING THE MARKETPost 1991, the Indian two-wheeler industry comprising of motorcycles, scooters andscooterettes opened up tremendously. The Indian motorcycle industry has expanded ata 24% CAGR over the last five years, It Captured almost 80% of the market primarily atthe cost of the scooter and Moped segment. The scooter segment though has witnesseda revival with the launch of scooterettes aimed at young women and adolescents. Projectsformba.blogspot.com
  • 15. Projectsformba.blogspot.comThe two wheeler market can be segmented into three categories on the basis of price –Entry segment (<35000), Executive segment (between 35000 and 45000) Deluxe(between 45000 and 65000) and Premium segment (above 65000).Motorcycles are now sold as a passion, experience rather than a product. New productsare being introduced at a rapid pace and brands are gaining prominence. Thus there isan increased focus on the premium segment which has an increased scope fordifferentiation.Purchasing Power is relatively high with buyers becoming more discriminating. Reliabilityand economy have become more of a hygiene factor. Buyers now demand two-wheelersthat fit their personality thus increasing the scope for differentiation and branding.Provision of financing through EMI’s has provided a means to satisfy the need ofpossess a convenient and stylish mode of transport in the form of a two wheeler. Thishas resulted in higher growth in the 125-150cc segmentWith the introduction of Government policies such as reduction in excise duty from 16%to 12% and allowing for 100% FDI Barriers to entry has reduced. However, theinvestment required for setting up large distribution channels and service stations can bea major entry barrier. Another significant entry barrier is the brand building required.Thus, initially foreign players set up Joint Ventures with indigenous companies. Afterestablishing their brand they have launched their own line of products. E.g. Honda withHero Group and Yamaha with Escorts.Threat from Substitutes such as the Tata 1 Lakh car looms large over the two-wheelerindustry. For the first time, a car has been positioned at a price point that fills the vacuumbetween a motorcycle and a low-end car such as the Maruti 800. Previously, the price ofeven a low end car (2.5 – 3 Lakhs) was too high to attract the customers from the entryand executive two wheeler segment. Since brand loyalty is lower for these segments vis-à-vis the premium segment, these segments may be threatened by the Tata car. Theirbuyers will consider the convenience and status associated with owning a car, which isreasonably priced and therefore a viable substitute.Rising Customer Expectations Projectsformba.blogspot.com
  • 16. Projectsformba.blogspot.comThe growth witnessed by the Indian two wheeler industry has attracted a number of newentrants to the market and it is expected that the Indian industry will become morecompetitive in the future. The excess of products introduced in the past has also raisedcustomer expectations with respect to reliability, styling, performance and economy.Inflation is a big factor that may play a part in moving the loyalties and aspirations ofpeople away from the four to the much cheaper and economical two wheeler segment.Moreover, the constantly increasing prices of oil and increasing interest rates on financeare not helping the cause either.Environmental Concerns are also quite big on the agenda these days and do play a partin the preference of consumer’s choices. The rising global temperatures along with dailysnippets in the national and international media about the thinning of ozone andimminent environmental disaster have all contributed to the making of a present dayenvironmentally conscious consumer.Environmental and Safety ConcernsThe increasing demand for two wheelers will need to be managed to address issuesrelating to overcrowding of roads. Another problem is the insufficient infrastructure forinspection to ensure adherence to emission norms. As the industry grows, it is importantto regulate the sale of used two wheelers in a more organised manner for which amechanism needs to be evolved. Unregulated sale of two wheelers, especially in therural areas, are likely to create issues related to emissions and safety of vehicles.Creation of Distribution InfrastructureLeading companies need to ensure that on one hand they build adequate infrastructurein terms of dealerships and servicing stations in the urban areas and on the other ensurethat their distribution infrastructure also reaches the rural areasCurrent Competition has intensified thus requiring greater branding and marketing. Alsodue to the presence of relatively undifferentiated products, advertising and promotionshave gained importance. The product has moved from a commodity to a branded Projectsformba.blogspot.com
  • 17. Projectsformba.blogspot.comproduct. However, there is still tremendous growth potential especially in the ruralmarkets due to the under developed road infrastructure for which motorcycles are highlysuitable. Segment wise market share… 25 23.5 Growth Rates of different segments Three 3.9% CVs 4.03% 20 Wheeler 13.44% 4 year CAGR 14.3 14 14.2 15 11.3 Passenger 10 vehicles 5 0 Two Wheeler Commercial Passenger Two wheelers Three total 78.63% Vehicles Vehicles Segments wheelers Automobiles •The industry has not experienced much change in its structure over the last 6 years •Two- wheelers form the major share of domestic sales •Passenger vehicles lead the exports market(57.4%) •2 wheelers form the bulk of exports as well, but are losing share to Passenger vehicles •The growth in the two wheeler market is driven by the motorcycle market and is expected to grow at 14-15 % YOY` Projectsformba.blogspot.com
  • 18. Projectsformba.blogspot.com The Key Players… Others, 5.8% Others, 5.73 Yamaha, Honda Honda, 5.33 3.8% Motors, 8.5% Tata Motors,TVS Motors, 17.19 17.7% Maruti, 50.37 Hero Honda, 39.8% Bajaj Auto, Hyundai, 19.17 24.4% Two wheeler Passenger vehicle Commercial TATA Motors, Ashok Leyland, Swaraj Mazda,Mahindra & Mahindra ,Force vehicles motors, Eicher Motors Passenger TATA Motors, Maruti Udyog, Honda Motors, Toyata, Skoda, Mahindra & vehicle Mahindra, Daimler Chrysler, Hindustan Motors Two Wheeler Hero Honda, Bajaj Auto, Honda Motors, TVS Motors, Yamaha , Kinetic Motors Three Wheeler Bajaj Auto, Piaggio India1.1COMPETITORS ANALYSIS Projectsformba.blogspot.com
  • 19. Projectsformba.blogspot.com1. Bajaj Auto Ltd.Established in 1945 Bajaj Auto Ltd was incorporated as a trading company. Till 1959,they imported scooters and three-wheelers from Italy and sold them in India. Thecompany got a production license in the year 1959 and fastened a technicalcollaboration with Italian PIAGGIO in 1960.Bajaj Auto Ltd. is one among Indias top ten companies in terms of market capitalizationand among the top five in terms of annual turnover.The company started producing scooters in the year 1961 and followed three-wheelersproduction in 1962. Its collaboration with Piaggio expired in 1971 and since then, theirscooters and three-wheelers are being sold with the brand name “BAJAJ”.Maharashtra Scooters Ltd., a Company with 24% equity participation by the Companyand 27% participation from Maharashtra State Governments Western MaharashtraDevelopment Corp. was formed in the year 1975 under the "Horizontal transfer oftechnology" policy.The first production unit is located at Satara, Maharashtra. The unit continues to collectscooters from CKDs supplied by the Company. These scooters are marketed throughthe Companys distribution network and under the Companys brand name.In 1984, the second production plant was set up at Aurangabad, Maharashtra. This plantstarted scooter production in 1986, three-wheeler production in 1987 and scooterettesand motorcycle facilities were commissioned in 1990 & 1991 respectively.Today, the company has become a market leader with annual production in excess of1.35 million units which was about 4000 units in 1961. These days, Bajaj Auto Ltd. hasstarted offering products in all segments (mopeds & scooterettes, scooters, motorcycles,three wheelers). TWO WHEELERS>> MOTORCYCLEBajaj Avenger 180 CC Projectsformba.blogspot.com
  • 20. Projectsformba.blogspot.comBajaj CT 100 99.27 CCBajaj Discover DTSi 135 CCBajaj KB 125 123 CCBajaj Platina 99.27 CCBajaj Pulsar DTS-Fi 220 CC 220 CCBajaj Pulsar DTSi 180 CC • Pulsar 180 DTS-i UG 150 CC • Pulsar 150 DTS-i UG 200 CC • Pulsar 200 Cc 220 CC • Pulsar 220 DTS-FiBajaj Wind 125 124.6 CCBajaj XCD 125 CC>> SCOOTERSBajaj Bravo 145 CCBajaj Chetak 145.45 CCBajaj Classic SL 145.45 CCBajaj Legend 150 CC>> SCOOTERETTES/MOPEDSBajaj Blade DTSi 100 CCBajaj Cagiva CRX 145 CCBajaj Fusion 145 CCBajaj Kristal DTSi 100 CCBajaj M 80 Electronic 74.08 CCBajaj Rave 74.08 CCBajaj Saffire 74.4 CCBajaj Spirit 100 CCBajaj Sunny 59.86 CCBajaj Sunny Spice 59.86 CCBajaj Wave DTSi 109.7 CC AWAITED MODELSSonic DTSi Motorcycle Projectsformba.blogspot.com
  • 21. Projectsformba.blogspot.com1.1.2 Models of BAJAJ2. Hero Honda Motors Ltd.Hero Honda Motors Ltd. is a result of the joint venture betweenIndias Hero Group and Japanese Honda Motors Company inthe year 1983. This joint venture has not only created theworlds single largest two wheeler company but also one of themost successful joint ventures worldwide. Hero Honda isglobally known of being the most fuel-efficient and the largestCBZ selling Indian Motorcycle Company. This is a relationship so harmonious that HeroHonda has managed to achieve indigenisation of over 95 percent, a Honda recordworldwide.The below chart shows the golden years in the history of HERO HONDA :- 1985 CD-100 1989 SLEEK 1991 CD-100 SS 1994 Splendor 1997 Street 1999 CBZ 2001 PASSION 2002 DAWN, AMBITION CD-DAWN, SPLENDOR +, PASSION +, 2003 KARIZMA SUPER-SPLENDOR, CD-DELUX, 2005 GLAMOUR, ACHIEVER 1.1.3 Golden Years of HERO HONDAThe company is committed to provide the customer with excellence. A rich backgroundof producing high value products at reasonable prices led the worlds largestmanufacturer of motorcycles to collaborate with the worlds largest bicycle manufacturer.During 80s, Hero Honda became the first company in India to prove that it was possibleto drive a vehicle without polluting the roads. They company possess three Projectsformba.blogspot.com
  • 22. Projectsformba.blogspot.commanufacturing units based at Dharuhera, Gurgaon and Haridwar are capable to produce4.4 million units per year. They introduced new generation motorcycles that set industrybenchmarks for fuel thrift and low emission.The unique features like fuel conservation, safety riding courses and mobile workshopshelped the group reach in the interiors of the country. Well-entrenched in the domesticmarket, Hero Honda Motors Ltd. turned its attention overseas, and exports have beensteadily on the rise.Over the years, the Company has received its share of accolades, including the NationalProductivity Councils Award (1990-91), and the Economic Times - Harvard BusinessSchool Association of India Award, against 200 contenders. The gross sales of HeroHonda by March end2008 was 33, 371, 43 Crores. TWO WHEELERS >> MOTORCYCLES Hero Honda Achiever Hero Honda CD Dawn Hero Honda CD Deluxe Hero Honda CD 100 Hero Honda CD 100 SS Hero Honda Glamour Hero Honda Splendor Hero Honda Glamour • Splendor + • Glamour Hero Honda Passion Plus • Super Splendor • Glamour - FI • Splendor NXG Hero Honda Sleek Hero Honda CBZ X-TREME Hero Honda Karizma Hero Honda Hunk >> SCOOTERETTES/MOPEDS Hero Honda Pleasure Hero Ankur Hero Gizmo Hero Panther Hero Puch Automatic Hero Sakhti 3G Hero Stepmatic Hero Street Hero Winner Hero Stepmatic Hero Puch Automatic Hero Sakthi 3G Hero Winner Projectsformba.blogspot.com
  • 23. Projectsformba.blogspot.com1.1.4 Hero Honda Models3. Honda Motorcycles & Scooters India Private LimitedEstablished in 1999, the Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI) is a whollyowned subsidiary of Honda Motor Company Ltd., Japan and is located at Manesar,Haryana. The companys most well known brand is the Honda Activa that revolutionizedthe Indian scooterette market in terms of design and features. The company exportsscooters to the European Union. HONDA MOTORCYCLESMODEL CAPACITYHonda Shine 125 CCHonda Unicorn 149.1 CCHonda Stunner CBF 125 CCHonda CBF Stunner FI 124.7 CC HONDA SCOOTERSMODEL CAPACITYHonda Eterno 147.7 CC HONDA SCOOTERETTES/MOPEDSMODEL CAPACITYHonda Aviator 102 CCHonda Activa 102 CCHonda Dio 102 CC4. TVS MotorTVS Motor is a leading and trusted two wheeler companybegan with the vision of TVS Scooty the founder of theSundaram Clayton Group, the late T.S. Srinivasan - todesign, develop and produce an affordable moped for the Projectsformba.blogspot.com
  • 24. Projectsformba.blogspot.comIndian family. This vision was realized in 1980 when TVS 50, Indias first two-seatermoped rolled out of the factory at Hosur in Tamil Nadu, Southern India.The company has been known for its ruggedness and reliability. TVS 50 was successfuland it has smoothened the way for many successes for TVS Suzuki even before itslaunch in the market. The TVS 50 XL is especially designed for individuals who wanteconomy fused with sporty looks. Recently new XL Super with a 70 cc high-tech PowerPack is all set to redefine the category of mopeds in the country. The Suzuki Samuraiwas launched for the time conscious urban commuter. The Max 100 R was engineeredfor those who demanded strength and ruggedness. Along with them all, Suzuki Shogunwas for those who wanted raw power.TVS Motor has continually worked on innovation of the motorcycle segment along withtwo wheeler range. The Suzuki Shaolin, developed by TVS Suzuki is Indias first 5-speed, 140 cc motorcycle. Another example of the company success is TVS Scooty, a60 cc Scooterette which keep one step ahead of its time in India.TVS Motor has been coveted 2 IT awards, one of them is bagging the SAP ACE 2008award for Customer Excellence and the other one is 2008 Symantec South AsiaVisionary Award. Along with this, it is the first company in the world to be honored withThe Deming Prize for Total Quality Management. In September 2008, the company hasgot 19% growth for registering total two wheeler sales of 137,246 units.The company is the third largest two-wheeler manufacturer in India and ranks among thetop ten globally. The company was the first in India to launch 2-seater 50cc moped and100cc Indo-Japanese motorcycles. At present TVS Apache, TVS Victor, TVS Scooty,TVS Centra and TVS Fiero are the popular bikes in Indian market.In all, team TVS has triumphed each and every race and rally in the country from theroad to racetrack, with each of the TVS bikes being a winner. And each time the TeamTVS has won on the track or off it; our customers have secured a better product for theirpersonal transportation.1.1.6 TVS models Projectsformba.blogspot.com
  • 25. Projectsformba.blogspot.com TWO WHEELERS>> MOTORCYCLESSuzuki Hayabusa 1300 Suzuki Intruder M1800R Suzuki GS 150RTVS Apache RTR FI TVS Centra TVS Fiero • TVS Fiero F2 • TVS Fiero FXSuzuki Max 100 Suzuki Max 100R Suzuki SamuraiSuzuki Shogun Suzuki Shaolin TVS FlameTVS Victor TVS Star • TVS Victor GLX • TVS Star • TVS Victor GX • TVS Star City • TVS Victor Edge>> SCOOTERETTES/MOPEDSTVS Scooty Streak TVS Scooty TVS XL • TVS Scooty ES • TVS XL Super • TVS Scooty Pep • TVS XL Super HD • TVS Pep PlusTVS XL Super TVS XL Super HD Scooty Teenz ElectricTVS Apache RTR TVS Spectra DX/AX AWAITED MODELTVS Taurus Fiero F35. Royal Enfield Motors Ltd.Established in 1955, Royal Enfield was the brand of theEnfield Cycle Company. Royal Enfield is one the oldest Projectsformba.blogspot.com
  • 26. Projectsformba.blogspot.combike on the road. The company is well known for producing motorcycles, but they alsoproduce bicycle, stationary engines, lawnmowers and rifle small parts for the RoyalSmall Arms Factory in Enfield. Royal Enfield Motors Ltd. has its headquarter situated atThiruvottiyur, Chennai, Tamil Nadu, India.In 1990, Royal Enfield entered into a strategic alliance with the Eicher Group, and latermerged with it in 1994. The annual turnover of the company is Rs.10 billion. The EicherGroup has a range of interests in the automotive industry, including small trucks,tractors, exports, automotive gears, management consultancy and cartography.The corporate philosophy of Royal Enfield Motors Ltd. is built around quality andunflinching loyalty to the customer, a few reasons why the legendary Bullet is not just abike but a motorcycling icon. The ruggedness and reliability of the bike is endorsed bythe army, the police, the paramilitary forces and over 500 institutions which form part ofthe die-hard customer base of the Bullet, dubbed the "Rajagadi", or royal vehicle.The innovative ideas of the Royal Enfield -Eicher nexus are exhibited in the new line ofEnfield bikes and the global technological tie-ups.Royal Enfield has existing technical tie-ups with :- Criterion Engineers, UK for a new 5 speed transmission system.- DB Designs, UK for styling.- AVL, Austria for new engines.- FW Egli for high power engines for 535cc and 624cc.Royal Enfield Motors Ltd. operates out of 12 area offices, 16 depots, over 250 dealersand 150 authorized service centers in India. The company also exports its products toover 20 countries including Canada, France, Japan, USA, Germany and UK.1.1.7 Royal Enfield Model Projectsformba.blogspot.com
  • 27. Projectsformba.blogspot.com TWO WHEELERS>> MOTORCYCLEBullet 350 Bullet 500 Enfield DieselBullet Deluxe Bullet Electra Bullet Machismo • Bullet Electra • Bullet Electra 5SBullet Machismo 500 Bullet Std 12V Lightning 500Taurus Thunderbird Twin sparkAt the end we can say that all the above are giving a very tight competition to INDIAYAMAHA MOTORS in India. To overcome these competitors YAMAHA is constantlydoing R & D about its product and market as well.We can classify these competitors into following groups according to their attributes andtheir competitive forces. Projectsformba.blogspot.com
  • 28. Projectsformba.blogspot.com S PFULLY GROUP A EDIVERSIFIED C I High Mobility Barriers, Extensive A Distribution & Product L Diversification I S High Mobility Barriers, Time A & Investment required to T GROUP restore outdated products, I B build cult image O GROUP C N GROUP D Low Mobility Barriers InvestmentSPECIALISED in Brand Promotion PROMOTIONAL ACTIVITIES HIGH LOW SWOT ANALYSIS GROUP PLAYERS ATTRIBUTES COMPETITIVE FORCES A Bajaj, Hero Honda Highly diversified - High buyer power Aggressive - High competitive rivalry promotion - High entry barriers B TVS Selectively diversified - Low entry barriers Aggressive - Narrow product lines imply Promotion that aggressive promotions can eat into market share C Honda, Yamaha Selectively diversified - High threat of substitution Moderate Promotion (Rs 1 lakh car) - Low entry barriers D Royal Enfield Highly specialized - Low buyer power – high Low Promotion brand loyalty - Product diversification will imply risk of brand dilution Projectsformba.blogspot.com
  • 29. Projectsformba.blogspot.com1.2 COMPANY PROFILEAbout India Yamaha Motor Pvt. Ltd.Yamaha made its initial foray into India in 1985. Subsequently, it entered into a 50:50joint venture with the Escorts Group in 1996. However, in August 2001, Yamahaacquired its remaining stake as well, bringing the Indian operations under its completecontrol as a 100% subsidiary of Yamaha Motor Co., Ltd, Japan.India Yamaha Motor operates from its state-of-the-art-manufacturing units at Faridabadin Haryana and Surajpur in Uttar Pradesh and produces motorcycles both for domesticand export markets. With a strong workforce of 2000 employees, India Yamaha Motor ishighly customer-driven and has a countrywide network of over 400 dealers.The company pioneered the volume bike segment with the launch of its 100 cc 2-strokemotorcycle RX 100. Since then, it has introduced an entire range of 2-stroke and 4-stroke bikes in India. Presently, its product portfolio includes Crux (100cc), Alba (106cc)and Gladiator (125cc).VISIONTo establish YAMAHA as the "exclusive & trusted brand" of customers by "creatingKando" (touching their hearts) - the first time and every time with world class products &services delivered by people having "passion for customers".MISSIONWe are committed to:Be 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 develop Projectsformba.blogspot.com
  • 30. Projectsformba.blogspot.comthem 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 COMPETENCIESCustomer #1We put customers first in everything we do. We take decisions keeping the customer inmind.Challenging SpiritWe strive for excellence in everything we do and in the quality of goods & services weprovide. We work hard to achieve what we commit & achieve results faster than ourcompetitors and we never give up.Team-workWe work cohesively with our colleagues as a multi-cultural team built on trust, respect,understanding & mutual co-operation. Everyones contribution is equally important forour success.Frank & Fair OrganizationWe are honest, sincere, open minded, fair & transparent in our dealings. We activelylisten to others and participate in healthy & frank discussions to achieve theorganizations goals.OVERVIEWFOUNDED: July 1, 1955 Projectsformba.blogspot.com
  • 31. Projectsformba.blogspot.comCAPITAL: 48,302 million yen (as of March 31, 2008)PRESIDENT: Takashi KajikawaEMPLOYEES: 46,850 (as of December 31, 2007)PARENT: 9,019 (as of December 31, 2007)SALES: 1,756,707 million yen (from Jan 1, 2007 to Dec 31, 2007)PARENT: 799,209 million yen (from Jan 1, 2007 to Dec 31, 2007)SALES PROFILESales (%) by product category (consolidated)Sales (%) by region (consolidated)MAJOR PRODUCTS& SERVICES: • Manufacture and sales of motorcycles, scooters, electro-hybrid bicycles, boats, sail boats, Water Vehicles, pools, utility boats, fishing boats, outboard motors, diesel engines, 4-wheel ATVs, side-by-side vehicles, racing karts, golf cars, multi-purpose engines, generators, water pumps, snowmobiles, small-sized snow throwers, automotive engines, intelligent machinery, industrial-use remote control helicopters, electrical power units for wheelchairs, helmets. • Biotechnological production, processing and sales of agricultural and marine products and microorganisms. • Import and sales of various types of products, development of tourist businesses and management of leisure, recreational facilities and related services. Projectsformba.blogspot.com
  • 32. Projectsformba.blogspot.comHEADQUARTERS: 2500 Shingai, Iwata-shi, Shizuoka-ken, JapanCORPORATE PHILOSOPHYFor society, for the world …Yamaha works to realizeour corporate mission of creating KandoYamaha 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 we 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 our corporate history has taken a path where “people” are thefundamental element and our product creation and other corporate activities havealways been aimed at touching people’s hearts. Our 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.Said in another way, our aim is to bring people greater joy, happiness and create Kando*in their lives. As a company that makes the world its field and offers products for theland, the water, the snowfields and the sky, Yamaha Motor strives to be a company that“offers new excitement and a more fulfilling life for people all over the world” and to useour ingenuity and passion to realize peoples’ dreams and always be the ones they lookto for “the next Kando.” Projectsformba.blogspot.com
  • 33. Projectsformba.blogspot.comWhat is Kando?Kando is a Japanese word for the simultaneous feeling of deep satisfaction and intenseexcitement that people experience when they encounter something of exceptional value.1.3 SWOT ANALYSIS Projectsformba.blogspot.com
  • 34. Projectsformba.blogspot.comA scan of the internal and external environment is an important part of the strategicplanning process. Environmental factors internal to the firm usually can be classified asstrengths (S) or weaknesses (W), and those external to the firm can be classified asopportunities (O) or threats (T). Such an analysis of the strategic environment is referredto as a SWOT analysis.The SWOT analysis provides information that is helpful in matching the firms resourcesand capabilities to the competitive environment in which it operates. As such, it isinstrumental in strategy formulation and selection. The following diagram shows how aSWOT analysis fits into an environmental scan: SWOT Analysis Framework Environmental Scan / Internal Analysis External Analysis / / Strengths Weaknesses Opportunities Threats | SWOT Matrix Projectsformba.blogspot.com
  • 35. Projectsformba.blogspot.com1.4 SWOT ANALYSIS FOR THE TWO WHEELER INDUSTRY Strength • Established brands, Strong Brand Name Weaknesses • Fuel efficient • Style statement • Extremely price sensitive • Convenient in heavy traffic • Short PLC • Cheap and affordable • High R and D costs • Easy and cheap finance availability • Patents • Good reputation among customers Threats Opportunities • The Rs.1 Lakh car • Growing premium segment • Cut throat competition • Increasing dispensable income • Increasing number of players in the • Environmental concerns market • Exports increasing • Rising raw material costs • Very strong demand in the 100cc. • Increasing rates of interest on segment dominated by limited finance players. Projectsformba.blogspot.com
  • 36. Projectsformba.blogspot.com1.5 SWOT ANALYSIS FOR INDIA YAMAHA MOTORS Strength • Size and scale of parent company. Weaknesses • Effective Advertising Capability • Small showrooms. • Committed and dedicated staff. • Not much emphasis on aggressive • High emphasis on R and D. selling. • Experience in the market. • Weak product diversity. • Established brand. • Established market channel. • Power, Speed & Acceleration Opportunities Threats • Growing premium segment. • Cut throat competition • Increasing number of players in the • Global expansion into the Caribbean & Central America. market • Expansion of target market (include • Rising raw material costs women). • Increasing rates of interest on • Increasing dispensable income. finance • 1st mover advantage. Projectsformba.blogspot.com
  • 37. Projectsformba.blogspot.com1.6 RECENT LAUNCHESYAMAHA FZ-SYamaha FZ-S 150cc, a recently launched bike by the industry giant Yamaha. After thegrand success of FZ-16 Yamaha has finally launched its modified version (FZ-S) inIndia. This fabulous bike is equipped with all the necessary features one may think of. Itstands ahead in style and performance not only in its segment but beyond. This bike isbest suited for those who want elegance and power in one. It is designed andengineered with the capacity for active and aggressive enjoyment of around-town streetriding and styling, bringing a sense of pride for the owner of the bike. It is especiallydesigned to satiate riders desire for style and fashion. It is popularly referred as the“Stylish Macho Street Fighter” (Lord of the Streets).The primary features of Yamaha FZ-S include: • European international design • Stainless steel body • Aerodynamic muscular design • High torque rate • Carbon pattern meter console • Latest graphics Projectsformba.blogspot.com
  • 38. Projectsformba.blogspot.com • Disk brakes • Electric start starting system • Electronic fuel injection systemYAMAHA YZF R15This is the latest offering from the Yamaha stable. The YZF R15 is the first truly sportsbike launched in India. The looks and design have been done keeping the bigger R1 inmind and hence the resemblance.The bike is priced at Rs.97,500 (ex-showroom) across India. It boasts of the first liquidcooled 4 valve engine in the two wheeler category which gives it better performance andpower. It is a 150cc bike having enough power to bring chills to the rider when he revsup the accelerator.BAJAJ PULSAR DTS FI 220 CCBajaj auto has upgraded the Pulsar family with the launch of its high-end bike PulsarDTS-Fi 220 cc. This advanced variant of popular Pulsar combines new features andadvanced technology. This all new version of Pulsar is priced at Rs.70, 000 (ex-showroom Delhi).The 2009 edition of Bajaj Pulsar comes without fuel injection technology but yet it willproduce more power at 21PS. The new Bajaj Pulsar DTS – Fi 220 cc will reach the topspeed of more than 140 kmph. This two wheeler from Indias second largest two-wheeler Projectsformba.blogspot.com
  • 39. Projectsformba.blogspot.commanufacturer comes with single cylinder 4 stroke air cooled engine. This motorcycle hasa maximum power of 21.04 @ 8500rpm and maximum torque of 19.12@7500 rpm.Bajaj Pulsar DTS-Fi 220cc will be available in all contemporary black themes as well ascan be availed in 4 different colors. The recently launched Bajaj Pulsar DTS Fi-220 ccreflects a major difference from other Pulsar bikes launched by the automaker. Thischange is the downgrading of Pulsar model from Fuel Injection to carburetion.The all new Bajaj Pulsar DTS-Fi 220cc is loaded with features like engine oil cooler, splitseats, clip-on handle bar, auto choke and fuel & battery charge indicators. This newversion of Pulsar makes the use of temperature based ignition mapping. This kind ofmapping helps to optimize the ignition timing in order to achieve good start ability,outstanding torque as well as quick warm up.The different features to look out for in Bajaj Pulsar DTS Fi include rear and front discbrakes. In fact, this is the first bike in India that comes with both types of brakes. Sincethis motorcycle is designed to offer a thrilling riding experience it is also packed withvaried safety features for smooth running. According to the reviews of this advancedversion of Pulsar, this bike in India is sure to give competition to motorcycles of otherbrands. Projectsformba.blogspot.com
  • 40. Projectsformba.blogspot.comHONDA CBF STUNNER FIGeared with PGM-FI technology, Honda CBF Stunner FI has made its way in India. Thenew version of CBF Stunner sports bike from Honda Motorcycle and scootersIndia Pvt. Ltd. (HMSI) was launched and targeted for the youth in the country. Thissports bike from Honda Motorcycles is priced at around Rs. 66,200 (ex-showroom,Bangalore) and Rs. 64,630 (ex-showroom, Delhi). Projectsformba.blogspot.com
  • 41. Projectsformba.blogspot.comAn ultimate desire for every youth, Honda CBF Stunner PGM FI comes equipped withsuperior technology and stunning performance. Powered with a 4-stroke, air cooled OHCsingle cylinder engine, this two wheeler is offered with digital ignition. The new HondaCBF Stunner FI is believed to develop 11bhp at 8000 rpm and 11 nm torque at 6500rpm. The motorbike re-defines style with amazing features like a stepped-up seat, halffairing, front and rear tubeless tires, alloy wheels for a comfortable riding experience.Honda CBF Stunner PGM FI 125 cc gives a top speed of 65kmph in 5.2 seconds. Theeco- consciousness of the company HMSI, that is the wholly-owned two-wheelersubsidiary of Japan-based Honda motor Company, is also evident from the PGM-FItechnology used in this sports bike. The PGM-Fi (Programmed Fuel Injection) technologyof the two wheeler would keep emission level as low as 1/10 of BS II Norm.The all new CBF Stunner PGM-FI has maintenance free battery and viscous air filter thatpromises less maintenance. Cumulated with PGM-FI technology, this version of HondaStunner is believed to reach out to the youngsters and give them a heart racingexperience.Key Highlights:- • PGM-FI (Programmed Fuel Injection) Technology • 125cc Air-Cooled Four-Stroke Self-Start Engine • Dual Tone Styling • Sporty Half-Chain Case • Bank Angle Sensor • Premium 3-D Emblem • Handle Weight • Premium Key • Stepped-up Seat • Half Fairing • Front and Rear Tubeless Tires • Alloy Wheels Projectsformba.blogspot.com
  • 42. Projectsformba.blogspot.comTHUNDERBIRD TWINSPARKLaunched in year 2008, Thunderbird Twinspark is one of the most stylish bike intendedfor those who want and wish to be on top of the world. It is the first model that leadsRoyal Enfield revolutionary Unit Construction Engine.The Royal Enfield Thunderbird Twinspark is the perfect example of unfolding mix of oldand new. Its 346 cc engine, 4 stroke single cylinder air-cooled engine delivers maximumpower of 19.8 bhp @ 5250 rpm capacity ensuring its smooth performance and constantvacuum (CV) carburetor assure its simple start. Delighting customers, this bike isabsolute comfort statement for the passenger as well as rider. This bike is like a must-have for every rider and it is hard to beat in terms of pure riding pleasure and visualdelight.Special Features:Incorporated with all latest and advanced features, this bike includes: • Ergonomically designed high density foam seats • Rear gas filled shock absorber • Heat shield on silencer • Bigger CV carburetor BS-29 • Electric starter Projectsformba.blogspot.com
  • 43. Projectsformba.blogspot.com • Electronic flasher • Multi focal reflector • 280mm disc-front brake and 150mm drum-rear brake • Engine – Single cylinder, 4 Stroke, OHV, Dual spark ignition engine, aircooled • Power and Torque - 19.8 bhp @ 5250 rpm/28 Nm @ 4000 rpm • Fuel tank capacity – 15.5±1LitersSUZUKI HAYABUSA 1300Price range: Rs 1,248k to 1,252kSuzuki Hayabusa 1300 is the world fastest production bike, the ultimate choice andpreference of all bike lovers.Features:Some special characteristics of Suzuki Hayabusa 1300 are : Projectsformba.blogspot.com
  • 44. Projectsformba.blogspot.com • Steering damper • Engine mode indicator • Vertically stacked headlight • LED taillight • Radial mount TOKICO front brake caliperColors:Some special characteristics of Suzuki Hayabusa 1300 are : • Solid black/ Metallic majestic gold • Pearl nebular black/ Metallic phantom graySpecifications: • Engine capacity - 1340 cm2 (cc) • Fuel Tank - 21.0 litres (5.5 US gallons) • Type - 4-stroke, 4-cylinder, liquid-cooled, DOHC • Compression ratio - 12.5:1SUZUKI GS 150RPrice range: Rs 57k to 62kAlso known for its attractive appeal, Suzuki GS 150R is styled with inspiration fromSuzuki international super bike GSX-R. Equipped with engine balancer technology, thisbike is designed with a high acceleration performance in low to mid range speed, i.e.very important for city driving. Projectsformba.blogspot.com
  • 45. Projectsformba.blogspot.comColors: • Candy max orange • Pearl nebular black gray • Metallic flint grey • Candy dark greenish blueFeatures:Equipped with certain unique features like : • 150cc engine with new design • Digital speedometer with dual modes • Majestic and stronger fuel tank • Integrated rear turn signal • Rear suspension with separate reservoir tankSpecifications: • Curb mass - 149 kgs • Type - Four-stroke, Air-cooled,SOHC • Displacement - 149.5 cm3 (cc) • Max Power - 13.8bhp@8500rpm • Max Torque - 13.4Nm@6000rpm • Compression ratio - 9.35/1TVS APACHE RTR FI 160Aiming to strengthen its presence in the premium segment, countrys third largest two-wheeler maker TVS Motor Company on Monday launched an advanced version of itsbike Apache fitted with fuel injection engine, priced at Rs 64,990.The new bike Apache RTR FI would come with an 160 cc fuel injected engineTVS APACHE RTR FI is the first bike from its stable to feature innovative Fuel Injectiontechnology. By launching the apache RTR FI TVS will bring the its ultimate racingexperience to the streets. According to TVS, the new apache RTR FI offers instant thrill Projectsformba.blogspot.com
  • 46. Projectsformba.blogspot.comand superior performance of a fuel injected 160cc engine. The 160cc FI mill cranks out15.1bhp at 8500 rpm and 13.1Nm at 6500rpm. The figures are not much different forcarbureted apache RTR. However, the power delivery will be progressive and therefinement can be felt while driving. TVS claims the top speed of the new apache RTRFuel Injection (FI) as 120kmph. Also because of the improved combustion the emissionswill be minimal in the new apache RTR Fuel Injection (FI).Another novel feature in thenew apache RTR Fuel Injection (FI) is the rear disc brake. This new feature will givebetter control over this beast..1.7 FUTURE LAUNCHESYAMAHA R125The most advanced 125 production super sportmachine that Yamaha will launch in 2009 will be Projectsformba.blogspot.com
  • 47. Projectsformba.blogspot.comYZF-R125. This radical, high-revving, fuel-injected 125 is the work of the sameengineers who created our legendary YZF-R1 and YZF-R6 super sport bikes.Main Features of Yamaha R125:-Liquid-cooled single-cylinder 4-stroke-SOHC 4-valve cylinder head-Wet-sump lubrication system-Fuel injection-Electric start-6-speed transmission-R6-style mid-ship muffler-Dual catalysers-Air Induction systemExpected In: July, 2009YAMAHA R6What you will feel when you on Yamahas new R6 aquick progress, not rapid, beneath 70 mph in top,however erst over the legal limit insignificant sixtakes off as if a scolded cat without so a lot of as adown shift. Drop to moment at this speed and youwill find yourself looking at the sky as everythingdisappears behind you at an alarming rate and it willbe interesting to see what the six will do in thequarter mile.ENGINE SPECIFICATIONSDisplacement: 599ccEngine: 4-stroke, 4-cylinder, 16-valves, D0HCMaximum Power: 127 Bhp @ 14500 rpmMaximum Torque: 65.8 Nm @ 11000 rpmGears: 6 Manual Projectsformba.blogspot.com
  • 48. Projectsformba.blogspot.comDIMENSIONSLength: 2040.00 mmWidth: 705.00 mmHeight: 1100.00 mmWeight: 185.00 kgGround Clearance: 130.00 mmFuel Tank: 17.30 ltrsWheelbase: 1380.00 mmWheel Type: AlloysExpected In : July, 2009YAMAHA GLADIATOR 165Yamahas 165cc Gladiator will develop around 16.5PS and complete a 0 – 60 sprints in less than 5seconds and it believed that Yamaha has alreadysent the bike for homologation and will launch its midNext Year. Bike was first displayed in last year’s AutoExpo.ENGINE SPECIFICATIONSDisplacement: 165ccEngine: Air-cooled, 4-stroke, SOHC, 2-valveMaximum Power: 15 Bhp (Expected)Maximum Torque: 14 Nm ( Expected)Gears: 5 SpeedDIMENSIONSLength: 2065.00 mmWidth: 730.00 mmHeight: 1100.00 mmGround Clearance: 155.00 mmFuel Tank: 13.00 ltrs Projectsformba.blogspot.com
  • 49. Projectsformba.blogspot.comWheelbase: 1300.00 mmExpected In : July, 2009TVS APACHE RTR MENACE 180180cc version of flagship product apache RTR will beseen on road by mid 2009. Codenamed as themenace, the new apache RTR 180cc would comewith few cosmetic upgrades. But what’s moreexciting will be the new powerful 180cc engine.TVS announced earlier that it would introduce theABS (Anti-lock Braking System) in its forthcoming powerful bikes. However the newapache RTR 180cc menace will not have ABS as it will push up the price. The proposed200cc version of apache RTR might come with ABS.ENGINE SPECIFICATIONSDisplacement: 180ccEngine: 4 Stroke, EFiMaximum Power: 18bhpGears: 5 SpeedDIMENSIONSLength: 2020.00 mmWidth: 730.00 mmHeight: 1100.00 mmWeight: 130.00 kgGround Clearance: 180.00 mmFuel Tank: 16.00 ltrsWheelbase: 1300.00 mmOTHER SPECIFICATIONS Projectsformba.blogspot.com
  • 50. Projectsformba.blogspot.comTop Speed: 135kphFuel Consumption (City): 28.00Fuel Consumption (Highway): 42.00Expected In: July, 2009HONDA CBR 150 RAfter successfully accepted in Malaysian market. It isspeculated that Honda may bring its CBR 150R inIndia by 2009 in competition with Karizma & R15competitor and may price of CBR150 will be belowone lakh.The Honda CBR150R is powered by a 149.4cc 4-stroke carbureted single cylinder 4 valve DOHC engine with 11.0:1 compression andCDI ignition, mated to a 6-speed wet clutch manual transmission. It produces 18.5 Bhpat 10500 rpm and 13.5 Nm of torque at 8500 rpm.Main Features of Honda CBR150R:- DOHV 4-valve 150 cc water-cooled engine with balancer shaft.- 6-speed return manual transmission.- Front and rear disc brakes.- Key slot cover for better protection against theft.- Monoshock rear shock absorber.- Secondary Air Supply System (SASS) which delivers extra air to the exhaust systemfor cleaner emission.- Catalytic Converter.Expected In: July, 2009HONDA INTERCEPTORThe hunger of Indian sports bikers will be satisfiedwith the Honda Interceptor 800cc. Honda VFR 800Interceptor is a Sports Touring Motorcycle i.e. it is Projectsformba.blogspot.com
  • 51. Projectsformba.blogspot.commeant for the highways with a relaxed and comfortable seating position, unlike theSports bikes that we currently see on the road. It’s sleek, aerodynamic bodywork isfunctional yet beautiful and air flowing through the windscreen’s central air vent providescool air to the rider at low speeds and increases rider comfort at higher speeds byoffering real protection from high velocity winds. Expected In: July, 2009HONDA CBR 1000 RRThe history-making CBR900RR Fire bladecompletely rewrote the book of Super Sportmotorcycle design with a remarkably compact andlightweight configuration based on a ‘Less Is More’concept that achieved a breathtaking blast of litre-class performance from a 900cc inline-4 engineshoehorned into a highly advanced 600cc-classchassis.The Honda CBR1000RR Fire blade is a Moto GP race replica with many of its featurestaken from Hondas top-end racing bikes. The result is a high-performance track andracing superbike that also makes for a perfect street bike.Expected In: July, 2009KAWASAKI NINJA 250 RMade its debut on 1986 Kawasaki Ninja after along wait will soon be in India by 2009. The Ninja250R features a six-speed transmission that hasbeen revised for smoother shifting, and is mated to amore durable clutch. An entirely new radiatorprovides better cooling while being lighter in weight.A new radiator fan is quieter.Its expected price in India will be around 1.3 Lacs Projectsformba.blogspot.com
  • 52. Projectsformba.blogspot.comExpected In: July, 2009SUZUKI GSX-R 1000Suzuki GSX-R 1000 offers something different whencompare to other bike in same segment amongst theusual selling points of superb handling, class leadingperformance it offers switchable ECU maps.With switchable ECU fuel mapping you can switch tolow performance for easy handling in traffic, fueleconomy and when riding with cruisers, medium forfaster rides with the 600cc and full power for the track and Hayabusa owners.Expected In: July, 2009HONDA CBR600RRInspired by the Honda RC211V MotoGP theCBR600RR receives the "RR" designation for "racereplica" because of its emphasis on racingcharacteristics such as an advanced bracedswingarm, center-up exhaust system, and moreaggressive riding position.Features Of Honda CBR600 RR:1) Exciting new colors: Red/Black, Pearl Orange/Black, Metallic Silver, and Graffiti2) Exclusive, MotoGP derived Unit Pro-Link Rear Suspension3) Dual Stage Fuel Injection System (PGM - DSFI) features two injectors per cylinder.4) MotoGP-derived Honda Electronic Steering Damper (HESD).5) High-revving engine redlines at 15,000 rpm.6) MotoGP-style center-up exhaust system. Projectsformba.blogspot.com
  • 53. Projectsformba.blogspot.com7) Radial-mount front brake calipers combined with radial actuated master cylinder.8) 41mm Honda Multi-Action System (HMAS) inverted front fork.9) Centrally located fuel tank increases mass centralization for a more compact framedesign.10) Line beam headlights feature three-piece multi-reflector design.Expected In: October, 2009KAWASAKI NINJA ZX-14Kawasaki Ninja ZX-14 is created to do everythingright. Right from the beginning. Its aerodynamicsreminds users that Kawasaki is indeed an aircraftmaker. The Kawasaki Ninja ZX-14 is based aroundKawasaki motorcycles 1352cc four-stroke engine.It is an advanced version of Kawasaki’s uniquealuminum monologue frame, lightweight and verystrong.Expected In: November, 2009 Projectsformba.blogspot.com
  • 54. Projectsformba.blogspot.com Chapter 2.0 CRITICAL REVIEW OF LITERATURE Projectsformba.blogspot.com
  • 55. Projectsformba.blogspot.com 2.0 CRITICAL REVIEW OF LITERATURE‘Consumer buyer behavior refers to the buying behavior of final consumers – individualsand households who buy goods and services for personal consumption.’ (Philip Kotler)‘To understand the buyer, and to create a customer out of him, through thisunderstanding, is the purpose of buyer behavior.’ (Ramaswamy and Namakumari)It needs to be specified at the outset that there is no unified, tested and universallyestablished theory of buyer behavior. What is available today, are certain ideas of buyerbehavior.FACTORS INFLUENCING BUYER BEHAVIOURA number of factors influence buyer behavior. They can be grouped under three broadcategories. 1. Factors that are part of buyer as an individual. 2. Buyer’s social environment (group influence). 3. Information from a variety of sources.1. Factors that are part of the Buyer as an individualAn individual’s religion and cultural background, his personality traits, self concept, hisgeneral endowments, his upbringing – in short, his overall biodata – play a crucial role in Projectsformba.blogspot.com
  • 56. Projectsformba.blogspot.comhis conduct as a buyer/consumer. These factors can be grouped broadly into threecategories: i. Personal factors ii. Cultural factors iii. Psychological factorsI. Personal Factors – Age, Education, Economic Position, Self conceptAn individual’s age, level of education, his occupation, overall economic position andlifestyle all influence his role as a buyer. They decide what products he will buy andconsume. A person’s self concept and his concern about his about status also influencehis buying decisions. In fact today people are very concerned about their image andstatus in society. It’s a direct outcome of their material prosperity. Status is announcedthrough various symbols like dress, ornaments, possessions and general lifestyle. Thedesire for self expression and self advancement is closely linked with social status. Forseveral people, status is a major motive force guiding and shaping their life. Theirconcept of status decides what material possessions they should have. Even if a productthat constitutes a status symbol is beyond their immediate reach, their aspiration topossess it will influence their decision making process.ii. Cultural Factors – Religion, Language etc.Every culture, every language and every religion group dictates its own unique patternsof social conduct. Within each religion, there may be several sects and sub sects; theremay be orthodox groups and cosmopolitan groups. In dress, food habits or marriage – inalmost all matters of individual life – religion and culture exercise an influence on theindividual, though the intensity may vary from society to society. The do’s and don’tslisted out by religion and culture impacts the individual’s lifestyle and buying behavior.iii.Psychological Factors – Beliefs, Attitudes, Motivation, PerceptionJust like the economic and social conditions, a man’s disposition too has a close bearingon his purchase decisions. Individuals coming under the same economic and social Projectsformba.blogspot.com
  • 57. Projectsformba.blogspot.comgroups can be vastly different when it comes to certain personal beliefs, faith andattitudes. One may be timid and plain, while another may be outgoing and aggressive.One may be traditional in the overall view of life, while another may be modern. Onemay be east innovative, while another may welcome anything new. In fact, the maximumvariations are seen here and in the matter of analysis and assessment too, this areaposes maximum problem to the marketer.2. Buyer’s Social Environment (group influence)The buyer living in a society is influenced by it and is in turn influencing its course ofdevelopment. He is a member of several organizations and groups, both formal andinformal. He belongs to a family, he works for a certain firm, he may be a member of aprofessional forum, he may belong to a particular political group, or a cultural body.There is constant interaction between the individual and the groups to which he belongs.And all these interactions leave some imprint on him, which influences him in his day today life and consequently, his buying behavior.There are two broad types of group influences: i. Influence of intimate group. ii. Influence of the broad social class.I. Influence of Intimate GroupExamples of intimate groups are family, friends, close colleagues and closely knitorganizations. These groups exercise a strong influence on the lifestyles and the buyingbehavior of its members. Among these groups the most influential and primary groupsare the family and peer groups. The peer groups are closely knit groups composed ofindividuals, who have a common social background and who normally belong to thesame age group. The peer group has the greatest influence on the individual member asa stabilizer of styles and behavior patterns.In any intimate group, there is likely to be an informal group leader. Te group respectshim and looks up to him. Though the leader may not directly influence every member inhis day to day purchases, his judgment on men and matters, and facts and fashion isrespected by the group; and his views and lifestyle influences their buying decisions. Heis normally the innovator in the group, who first tries new products and new ideas, andthen, he becomes the propagator of those products and ideas. These opinion leaders orinfluencers play a key role in marketing. Marketers often try to reach these leaders first Projectsformba.blogspot.com
  • 58. Projectsformba.blogspot.comthrough advertisements and other means of communication. And if the leaders areconvinced, their groups are likely to follow suit.ii. Influence of the Broad Social ClassStructurally, the social class is a larger group than the intimate groups. The constitutionof a social class is decided by the income, occupation, place of residence, etc. of theindividual members. The members of a social class enjoy more or less the same statusor prestige in the community. They share a common lifestyle and behaviour pattern. Andthey normally select a product or brand that caters to their class norms. Often they evendo their shopping in the same shopping are and patronize selected shops, which befittheir class image. This does not mean that all the members of a given social class willbuy the same products and the same brands or conform to the same style, amounting toa sort of regimentation. Differential liking may exist among the members. But, in a buyingsituation in which objective standard are not available to guide them, they may conformto the ‘class norms’. Studies have shown that the extent of influence the social class hason its members will depend on the extent of attractiveness of the group holds out tothem. The greater the attractiveness, the larger is the behavioral conformity.Study of group influence on the individual buying behaviour will help the marketers todevelop right strategies for different customer segments. It is not feasible for them toappeal to the fancies of every individual buyer. They can find ’commonalities’ or ‘pattern’among specific groups of buyers and work on them.iii. Information from various sourcesThe buyer today is exposed to a veritable flood of information, unleashed on him fromdifferent sources. These sources inform him about new products and services, improvedversions of existing products, new uses for existing products and so on. The informationsources that persuade people to try a product include: advertising, samples and trials,display in shops and salesmen’s suggestions.Each of these sources provides some information to the buyer about the products. Whenthe buyer sees an advertisement for a product, he is informed about the existence of theproducts. Later on, he may develop a positive or negative attitude towards the product orhe may remain neutral. In any case, a piece of information about the product is madeavailable to him and it has some influence on his buying behavior. Projectsformba.blogspot.com
  • 59. Projectsformba.blogspot.comThe availability of the product in the shop itself acts as an information source to te buyer.The buyer may evince an interest in the product and may inquire about it. The productadvertises itself.Often salesmen serve as a source of information to buyers. The salesmen may informthe prospects about a product, explain its advantages and may even suggest a trialpurchase. In cases where a rapport has already been established between the buyerand the salesman, the latter’s suggestions are normally taken as reliable. THE BUYING PROCESS1. Problem Recognition Projectsformba.blogspot.com
  • 60. Projectsformba.blogspot.com The process of buying normally starts with the recognition of a need by the consumer. He recognizes a problem and develops a perception of the problem. Then he seeks information for solving his problem.2. Awareness The customer turns to his environment /world of information around him. It makes him aware of the existence of the product that would solve his problem.3. Comprehension (Evaluation) Comprehension comes out of his ability to reason with the information. The awareness and comprehension stages represent the information processing stage. These two stages constitute the cognitive field of the purchase process.4. Attitude It is the sum total of the individual’s faith and feelings towards a product. As a result of his awareness and comprehension, the consumer develops an attitude – favorable or unfavorable – towards the product. The purchase process will continue only if he develops a favorable attitude or a liking for the product.5. Legitimization The buyer must be convinces that the purchase of the product is he legitimate course of action. This stage often stands as a barrier between a favorable attitude towards the product and actual purchase. Only if the buyer is convinced about the correctness of the purchase decision, will he proceed. At this stage, he may seek further information regarding the product, or attempt to assess the information already available. Attitude and legitimization constitute the attitude field of he purchase process.6. Trial Conviction leads the consumer to try the product on a small scale ; he may buy a sample. He tries to evaluate the product from his own experience.7. Adoption A successful trial leads him to buy/adopt the product. Trial and Adoption constitute the behavioral field in the buying process.8. Post-Purchase Behavior The purchase leads to a specific post purchase behavior. Usually, it creates some restless ness in the mind of the individual. He is not sure about the product. He may feel that ‘the other brand’ would have been better. He may even feel that the Projectsformba.blogspot.com
  • 61. Projectsformba.blogspot.com salesman has taken him for a ride. As this dissonance is uncomfortable, the individual, by himself will seek all means to recover his conviction and poise. He well seed reassuring advertisements of the products or he may deliberately avoid positive stories about the competing brand. THE YAMAHA STRATEGY IN INDIAYamaha has shifted its focus from the lower end segments to the premium segment ofbikes. It aims to provide its customers the full range of its engineering marvels that makeYamaha the company that it is. Yamaha has a very strong focus on the technicaldepartment, the result of which can be seen with Yamaha comfortably leading theconstructor’s championship in the Superbikes racing with Valentino Rossi and ColinEdwards as their riders.Yamaha has aimed to become the No.1 in customer satisfaction and is looking forwardto providing the customer with an ‘experience’ with its products.The target market of India Yamaha Motors is the young and enthusiastic 18-25 yr. oldswho are willing to try taking the not so much treaded path of buying the ‘sports bike’rather than a ‘utility two wheeler’. These young guns are very conscious of the stylequotient and look forward to their ride being a personality statement.With the increasing dispensable income in India and growing middle and upper middleclass segment Yamaha is sure to find many prospective customers. With news of Indiabecoming the breeding ground for millionaires Yamaha has certainly identified anopportunity and has grabbed it hands down.THE 4 P’S FOR INDIA YAMAHA MOTORSProduct: India Yamaha Motors has recently launched its sports bike R15 and FZS in the150cc. The bikes in the premium segment include MT01 and YZF R1. Yamaha isbringing its latest technologies to India and aims to come up with a new product for theIndian market every quarter. Projectsformba.blogspot.com
  • 62. Projectsformba.blogspot.comThe reliability and riding quality of a Yamaha have already been established through itsearlier products.Price: The Yamaha range of products has been very competitively priced and the pricesof its premium segment bikes MT01 and YZF R1 are priced much below any present orprospective competitor in the segment at Rs.10.5 lacs.Its other products like the R15 has also been priced optimally looking at thespecifications of the bike. The bike despite being only 150 cc provides around 22 BHP ofpower, more than any other bike in the 150-220cc. bracket. The bike has also broughtthe liquid cooled engine technology to India and other features like the styling etc. arealso quite new for the Indian market and hence considering what it gives you it is abargain at Rs.97,500.Promotion: Yamaha has been constantly loosing market share over the last few yearsand has thus decided to change its brand image with change in its market strategy. Thecompany now wants to be known for its style and speed. It looks to be known as asports bike manufacturer and not as an economy bike segment player.Taking these factors into consideration the company has started a complete makeoverof its image. The recent R15 and FZS ads on numerous channels on TV and other adson both electronic and print media vindicate the point.The company has also opened ‘Yamaha bike stations’ which are company ownedshowrooms and completely symbolize the brand image that Yamaha wants to achieve inIndia.Place: India Yamaha Motors has adopted a two tier marketing channel consisting of thePrimary dealers at tier1 and the secondary dealers or retailers at tier2. In addition tothese two tiers there are also the ‘company owned showrooms’ and the multibrandoutlets. Projectsformba.blogspot.com
  • 63. Projectsformba.blogspot.com CHAPTER 3.0 HYPOTHESES Projectsformba.blogspot.com
  • 64. Projectsformba.blogspot.com3.0 HYPOTHESESH0 = Yamaha’s new launch of FZ & FZS has changed customers perception regardingchoice of bikes.H1 = Yamaha new launch of FZ & FZS has not changed customers perception regardingchoice of bikes.H0 = Yamaha has regained its image in India after the launch of FZ & FZS.H1 = Yamaha has not regained its image in India after the launch of FZ & FZS.H0 = There is a significant relationship between income group and the choice of featuresthey value most in a two wheeler.H1= There is no significant relationship between income group and the choice of featuresthey value most in a two wheeler.H0 = There is a significant relationship between income group and the 1st informationsource for the people.H1= There is no significant relationship between income group and the 1st informationsource for the people.H0 = There is a significant relationship between age group and the choice of featuresthey value most in a two wheeler.H1= There is no significant relationship between age group and the choice of featuresthey value most in a two wheeler.H0 = There is a significant relationship between age group and the 1st information sourcefor the people.H1= There is no significant relationship between age group and the 1st information sourcefor the people. Projectsformba.blogspot.com
  • 65. Projectsformba.blogspot.com CHAPTER 4.0 EXECUTIVE SUMMARY Projectsformba.blogspot.com
  • 66. Projectsformba.blogspot.com 4.01 EXECUTIVE SUMMARYThis research is a hypothesized study which was conducted to measure the CustomerSatisfaction Level from the Yamaha’s new products such as YAMAHA FZ & YAMAHAFZS; this research was conducted in the East UP region. This research was done duringthe months of June and July2009.Hence the data displayed has been collected duringthe before mentioned period.To meet the research objectives, following activities have been performed.1. An extensive search of relevant literature from news articles, internet, books. This step guided the development of the methods and instruments for collecting data.2. Designing the questionnaire.3. Survey has been carried away by telephone, one-on-one interviews; The Survey included both quantitative, forced-choice or close ended questions and qualitative, open-ended questions.4. Analysis was done on the basis of the information.During this research it was found that Yamaha’s new launched bikes(FZ & FZS) hasincreased its market share by attracting new customers and helped to retain its oldcustomers which they have lost in she past after the ban of RX100 in India. FZ & FZSare awarded as a BIKE OF THE YEAR. India Yamaha Motors, a company that is knownfor combining technology, quality and performance in their bikes, had taken an initiativeto introduce some of their performance driven bikes in India last year and are nowreporting an impressive growth of 48% in sales during April 2009 having sold 15120units as compared to 10199 units in April last year. With their product line-up being theFZ-16, FZ-S and the R15, India Yamaha Motors is also providing their customers with Projectsformba.blogspot.com
  • 67. Projectsformba.blogspot.comDifferent experiences with their various programs such as allowing the customers todrive their bikes on a race track.It is also seen that Yamaha is focusing on the Premium segment of bikes which is slatedto welcome new players. Yamaha would have to constantly innovate and come up withnew products to maintain its dominance in the segment. Projectsformba.blogspot.com
  • 68. Projectsformba.blogspot.com Chapter 5.0 RESEARCH DESIGN5.1 Data Source5.2 Research Approach5.3 Objectives5.4 Research Design5.5 Sample Design5.6 Scope of Study5.7 Limitations of the study Projectsformba.blogspot.com
  • 69. Projectsformba.blogspot.com5.0 RESEARCH METHODOLOGYThe report has been prepared on the basis of information collected fromdifferent sources. In order to achieve the objective of the project properresearch method was applied.. After giving through brain storming session,objectives were selected and the set on the base of these objectives, Aquestionnaire was designed major emphasis of which was gathering newideas or insight so as to determine and bind out solution to the problems.5.1 DATA COLLECTION SOURCEResearch included gathering both primary and secondary data. :PRIMARY DATA - Primary Data was very crucial to collect so as to knowvarious past & present consumer views about bikes and to calculate themarket share of this brand in regards to other brands. Fresh primary datawas collected by taking direct feed back from customer which involved faceto face interview with the customer as well as through telephonic interviewwith the customer , all the FZ customer who visited the dealershipshowroom for the service of their bikes were questioned in order to find outthe customer satisfaction level.SECONDARY DATA- are those which has been collected by some one elseand which already have been passed through statistical process. Secondarydata has been taken from internet, newspaper, magazines and companiesweb sites.5.2 RESEARCH APPROACHSURVEY METHOD: The research approach used was survey method whichis a widely used method for data collection and best suited for descriptivetype of research survey includes research instrument like questionnairewhich can be structured and unstructured. Target population is wellidentified and various methods like personal interviews and telephoneinterviews are employed. Projectsformba.blogspot.com
  • 70. Projectsformba.blogspot.com5.3 OBJECTIVES• To know the customer’s perception regarding launch of new bikes FZ & FZS by Yamaha.• To determine the customer’s satisfaction regarding bikes and after sales service.• To determine the factors influencing the choice of customers regarding bikes• To know the market scenario of second hand bike industry.5.4 RESEARCH DESIGNThis study is a mix of explorative and formal methodologies adopting monitoring andobserving to study the dealerships in Lakhimpur and communication to elicit responsesfrom customers. This is a cross sectional study done during the months of June andJuly.For the customer satisfaction study a questionnaire was formulated containing 17 closedended questions which were sent out for response through the internet and mainlythrough personal interviews of customers at Yamaha dealerships. This data was lateranalyzed using SPSS through performing the cross-tabulations on various involvedvariables. Results of this step formed the basis of the recommendations given to thecompany. Projectsformba.blogspot.com
  • 71. Projectsformba.blogspot.comTo know the Yamaha reputation and sales promotion in motorcycle market, censusmethod was chosen and all the dealership were individually visited in the area ofLakhimpur, Mosaram Auto Sales(Hero Honda), I did a market survey by taking openinterviews to the dealers and brokers of the market.5.5 SAMPLE DESIGNFor the sales promotion study a census methodology was adopted and all thedealerships and brokers of that region were visited.For the customer satisfaction study a sample of 100 persons was chosen from theYamaha’s dealership in Lakhimpur. The sample was judgmental and methodology wasnon probability samplingSize of Sample 100Sampling technique Judgmental (Non Probabilistic Sampling)Location from which samples were taken Lakhimpur5.6 SCOPE OF THE STUDYThis study is aimed at providing India Yamaha Motors with an insight into the success ofFZ & FZS as well as the customer’s response and awareness towards the brand,products and services of Yamaha.The data has been analyzed and presented in a simple and precise way on the basis ofwhich pertinent recommendations have been made to the company to better theservices, policies and strategies of the company in India. Projectsformba.blogspot.com
  • 72. Projectsformba.blogspot.com5.7 LIMITATIONS OF THE STUDY • This research is geographically restricted to Lakhimpur only. Hence the result cannot be extrapolated to other places. • The study is restricted only to the organized sector of two wheeler industry • The seriousness of the respondents and their ability to justify their answers may also be a limitation. • The sample size is small due to the specified reasons. • Findings are based on sample survey. • All interview questions are undisguised or direct. Hence there is a scope for the respondents to be biased or pretentious. Projectsformba.blogspot.com
  • 73. Projectsformba.blogspot.com Chapter 6.0 Data6.0 DATA Projectsformba.blogspot.com
  • 74. Projectsformba.blogspot.comPRIMARY DATAIn order to find out customer satisfaction & Perception regarding newly launched bikesof Yamaha Primary Data was collected by personally visiting the dealerships andshowrooms. With the help of a questionnaire we took the feedback from the FZScustomers who were coming for the services of their bikes at the dealerships. As well aswe contacted some of the customers through telecalling by taking the data about thecustomers from the customer data register of the dealership We interviewed them anddiscussed with the showroom staff as well as with the employees at Yamaha whichhelped us to prepare our research Report .SECONDARY DATAThe Secondary Data collection involved internet search, browsing magazines,newspapers and articles and papers related to the two wheeler industry in India.Numerous Journals and books related to the topic were also browsed to understand thedynamics of the industry. Projectsformba.blogspot.com
  • 75. Projectsformba.blogspot.com Chapter 7.0 FINDINGS AND ANALYSIS7.1 RESULTS OF CUSTOMER SURVEY7.2 HYPOTHESES TESTS 7.1 RESULTS OF THE CUSTOMER SURVEY Projectsformba.blogspot.com
  • 76. Projectsformba.blogspot.com 7.1.1: The Age distribution in the sample.ANALYSIS: 7.1.1: Following points can be referred from the above pie chart • The above pie chart is showing that the customers of FZS are mainly coming from the age group of 16-25 that is around 69%, as Yamaha claims that they generally target their customers who are between the age group of 18 to 25, because that people of this age group are passionate and are style freaks, • So we can say that Popularity of Yamaha is available in the age of 26-30 (around 20%) also because of its reputation in the world market. Projectsformba.blogspot.com
  • 77. Projectsformba.blogspot.com 7.1.2: The Marital status distribution in the sample. Analysis: 7.1.2: In this pie chart it is very much clear that 76% of the Yamaha’scustomer is mainly the youth who are single, so Yamaha’s new launch FZS is mostlybeing accepted by the singles instead of family oriented people. Projectsformba.blogspot.com
  • 78. Projectsformba.blogspot.com 7.1.3: The Occupation distribution in the sample.Analysis: 7.1.3: Once again we found that Yamaha’s major customers are the students ofcolleges and schools which consists 43%, as they want something special, new, stylish,masculine and attractive and Yamaha is providing that in the form of FZS. Projectsformba.blogspot.com
  • 79. Projectsformba.blogspot.com 7.1.4: The Income groups distribution in the sample.Analysis: 7.1.4: In the income group distribution we can analyze that customers of FZSare coming from the Middle income group people which is around 73% by including10001-40000 slab of income group. It shows that Yamaha is placing their products in theappropriate price range. As the people of this income bracket can easily afford this Bike. Projectsformba.blogspot.com
  • 80. Projectsformba.blogspot.com 7.1.5: The Way of purchasing distribution in the sample.Analysis: 7.1.5: Here again we can prove that the products of Yamaha are in theacceptable price range, as we can see that purchasing way of the customers are leading inthe CASH sector. Customers are easily affording the price of FZS; they are not feelingmuch problem with the amount of FZS.Today’s customers are ready to pay for betterfacilities and technology and they feel that FZS deserves that price which YAMAHA isoffering. Projectsformba.blogspot.com
  • 81. Projectsformba.blogspot.com 7.1.6: The Financing distribution in the sample. Analysis: 7.1.6: In this pie chart a very important thing can be referred thatIndian Youths are not so much independent in the financial matters, still they depends onthe family, as Yamaha claims that they target the people of 18-25 age group, but here wecan say that they should promote such kind of advertisements where the Yamahaproducts can link to the family. Ultimately family is paying the amount so Yamahashould target according to family also, so that the view of the children and familyshouldn’t clash. Projectsformba.blogspot.com
  • 82. Projectsformba.blogspot.com 7.1.7: Compared brands with FZS. Analysis: 7.1.7: Majority of people is not comparing Yamaha FZS to any otherproduct and the number of such people is around 39%,But the second view which we have found that FZS is getting a very tough competitionFr BAJAJ & HERO HONDA. BAJAJ has launched their new edition of Pulsar 220 at avery low price (around 70000 ex showroom price), which is the reason for the toughcompetition giving by BAJAJ. On the other hand HERO HONDA HUNK is also givingdirect fight to the FZS because of its MILEAGE only. There are some more competitorswhich are stable at their market share in automobile industry. Projectsformba.blogspot.com
  • 83. Projectsformba.blogspot.com 7.1.8: The choice of Feature which is most important in a bike.Analysis: 7.1.8: If we see the trend of Two wheeler industry we found that earlier peoplewere looking mainly towards the mileage of the vehicle but now In our research wecollected data and found that now customer’s perception has changed and they areshifting towards the style, design & riding comfort of the vehicle,54% customers have purchased FZS because of its Style & Design and only 2% peopleare looking for the mileage. So in a way we can say they Yamaha exactly changed the perception of Indiancustomers. They are trying to attract customers with new style, design or look of the bikeand creating passion in the customers for the speed and power. So through this we have proved our First hypothesis which was regarding the Yamaha’snew launch of FZ & FZS that has changed the customer’s perception regarding choice ofbikes. Projectsformba.blogspot.com
  • 84. Projectsformba.blogspot.com 7.1.9: 1st Information sources and their shares Analysis: 7.1.9: As we can see here the major promotional tool which isinfluencing the customers is TVCF which stands for Television Commercial, which isaround 45%, after that the major source of awareness among customers, isFamily/Friends. Magazine and newspaper consists only 9% in our research, but if welook them at a very good sample size then it is around 2% only. So here we can say that Yamaha should produce better advertisements like FZSand they should link their ads with the emotions of the customers so that the brandrecognition by the customers will be for long time. The customers can still recall thepunch lines of Bajaj and Hero Honda such as HAMARA BAJAJ or HERO HONDADESH KI DHADKAN. YAMAHA should also use such kind of heart loving lines. Projectsformba.blogspot.com
  • 85. Projectsformba.blogspot.com 7.1.10: Customer Perception regarding Yamaha Image after FZSAnalysis: 6.1.10: This is a good result for Yamaha that once again they are creating placein the heart of the customers, after the discontinue of RX100 Yamaha has lost very bigamount of customers in the last 10 years, but after the launching of FZS, Yamaha hasimproved their image among the customers.Our data is showing that 98% people are admitting that Yamaha has improved theirimage after the FZS and R15 launch, feedback which we have got from the customerswere like that Yamaha has produced something new this time and very stylish and welldesigned product..With Yamahas continued thrust on technology, quality and manufacturing excellenceand introduction of Global Yamaha standards in its operations, the customers haveexperienced the real Yamaha and have come closer to the brand.By this we are again proving our second HYPOTHESIS that YAMAHA has regained itsimage after the launch of FZ & FZS. Projectsformba.blogspot.com
  • 86. Projectsformba.blogspot.com 7.1.11: Comments for FZS by Potential Customers.Analysis: 7.1.11: This year Yamaha FZS has got the BIKE OF THE YEAR AWARDwhich shows its popularity among the customers. It has fulfilled the desire and demand ofthe current customers, there are very few people who still need some improvements in theFZS but Yamaha is taking care of those customers also. As our data is showing that 78%people are giving good comments or responses for Yamaha, they are feeling that FZS isthe most stylish and trendy bike in these days, 2% people are feels that spare parts ofYamaha FZS are very costly and 16% people are complaining for the mileage of the bike,therefore Yamaha should work on these loopholes of the bike so that they can attractsome more customers. Projectsformba.blogspot.com
  • 87. Projectsformba.blogspot.com7.2 HYPOTHESES TESTSHYPOTHESIS IH0 = Yamaha’s new launch of FZ & FZS has changed customers perception regardingchoice of bikes.H1 = Yamaha new launch of FZ & FZS has not changed customers perception regardingchoice of bikes. PURCHASING REASONS Cumulative Frequency Percent Valid Percent PercentValid STYLE/DESIGN 54 54.0 54.0 54.0 CONTOLLABILITY 7 7.0 7.0 61.0 PICK UP 8 8.0 8.0 69.0 REPUTATION OF 6 6.0 6.0 75.0 MAKER RIDING COMFORT 12 12.0 12.0 87.0 NEW TECHNOLOGY 8 8.0 8.0 95.0 DURABILITY 1 1.0 1.0 96.0 OTHERS 2 2.0 2.0 98.0 MILEAGE 2 2.0 2.0 100.0 Total 100 100.0 100.0 Projectsformba.blogspot.com
  • 88. Projectsformba.blogspot.comOBSERVATIONWhen we analyze the above Bar Diagram we can clearly find out that now a dayscustomer are not looking for mileage at all, they are going for style and design, so byconducting this survey we have found that after the launch of Yamaha FZS people aregiving second thought to mileage which was first in the previous days.So the above chart is ACCEPTING our NULL HYPOTHESIS and REJECTING ourALTERNATE HYPOTHESIS.As it is very clear by looking up the BAR DIAGRAM so there is no need for any othertest.HYPOTHESIS II Projectsformba.blogspot.com
  • 89. Projectsformba.blogspot.comH0 = Yamaha has regained its image in India after the launch of FZ & FZS.H1 = Yamaha has not regained its image in India after the launch of FZ & FZS. YAMAHA IMPROVED Cumulative Frequency Percent Valid Percent PercentValid YES 98 98.0 98.0 98.0 NO 2 2.0 2.0 100.0 Total 100 100.0 100.0OBSERVATIONHere again we can see clearly that 98% of total sample size are accepting that YAMAHAhas regained its image after the launch of FZ & FZS .There are only 2% people who are Projectsformba.blogspot.com
  • 90. Projectsformba.blogspot.comstill feeling that YAMAHA is not up to the mark. so this observation is also proving true toour NULL HYPOTHESIS and REJECTING the ALTERNATE HYPOTHESIS.HYPOTHESIS IIIH0 = There is a significant relationship between income group and the choice of featuresthey value most in a two wheeler.H1= There is no significant relationship between income group and the choice of featuresthey value most in a two wheeler. Case Processing Summary Cases Valid Missing Total N Percent N Percent N PercentMONTHLY 100 100.0% 0 .0% 100 100.0%HOUSEHOLD INCOME* PURCHASINGREASONS Projectsformba.blogspot.com
  • 91. MONTHLY HOUSEHOLD INCOME * PURCHASING REASONS Cross tabulation PURCHASING REASONS PICK UP OF REPUTATION MILEAGE NEW TECHNOLOGY RIDING COMFORT DESIGNSTYLE/ CONTROLLABILITY DURABILITY OTHERS TOTAL Projectsformba.blogspot.com MAKERMONTHLY HOUSEHOLD INCOME UPTO 10000 Count 8 1 2 2 4 0 0 0 0 17 % within 47.1% 5.9% 11.8 11.8% 23.5 .0% .0% .0% .0% 100. MONTHLY % % 0% HOUSEH OLD INCOME % within 14.8% 14.3 25.0 33.3% 33.3 .0% .0% .0% .0% 17.0 PURCHAS % % % % ING REASONS % of Total 8.0% 1.0% 2.0% 2.0% 4.0% .0% .0% .0% .0% 17.0 % 1000 Count 18 2 3 0 2 4 1 1 2 33 1-20 % within 54.5% 6.1% 9.1% .0% 6.1% 12.1 3.0% 3.0% 6.1% 100. 000 MONTHLY % 0% HOUSEH OLD INCOME % within 33.3% 28.6 37.5 .0% 16.7 50.0 100. 50.0 100.0 33.0 PURCHAS % % % % 0% % % % ING REASONS % of Total 18.0% 2.0% 3.0% .0% 2.0% 4.0% 1.0% 1.0% 2.0% 33.0 % 2000 Count 24 4 3 2 5 1 0 1 0 40 1-40 % within 60.0% 10.0 7.5% 5.0% 12.5 2.5% .0% 2.5% .0% 100. Projectsformba.blogspot.com 000 MONTHLY % % 0% HOUSEH OLD INCOME
  • 92. Projectsformba.blogspot.com Chi-Square Tests Asymp. Sig. Value df (2-sided) Pearson Chi-Square 31.685a 32 .482 Likelihood Ratio 33.007 32 .418 Linear-by-Linear .006 1 .936 Association N of Valid Cases 100 a. 42 cells (93.3%) have expected count less than 5. The minimum expected count is .01. Symmetric Measures Asymp. Std. Value Errora Approx. Tb Approx. Sig.Interval by Pearsons R -.008 .092 -.080 .936cIntervalOrdinal by Spearman -.016 .100 -.154 .878cOrdinal CorrelationN of Valid Cases 100a. Not assuming the null hypothesis.b. Using the asymptotic standard error assuming the null hypothesis.c. Based on normal approximation. Projectsformba.blogspot.com
  • 93. Projectsformba.blogspot.comOBSERVATION: 1: 60% of the people in the 20001-40000 income group opt for styleand 54.5% in 10000-20000.OBSERVATION: 2: Style/Design & riding comfort are the two most significant factors forpeople.OBSERVATION: 3: Chi square test has an asymptotic significance greater than 0.1hence there is no significant relationship between the variables, hence H0 is rejected.HYPOTHESIS IVH0 = There is a significant relationship between income group and the 1st informationsource for the people. Projectsformba.blogspot.com
  • 94. Projectsformba.blogspot.comH1= There is no significant relationship between income group and the 1st informationsource for the people. Case Processing Summary Cases Valid Missing Total N Percent N Percent N PercentMONTHLY 100 100.0% 0 .0% 100 100.0%HOUSEHOLD INCOME* SOURCE OFAWARENESS Projectsformba.blogspot.com
  • 95. MONTHLY HOUSEHOLD INCOME * SOURCE OF AWARENESS Cross tabulation SOURCE OF AWARENESS Total FRIENDSFAMILY/ SHOWROOM WEBSITE/BLOGS MAGAZINE TVCF NEWSPAPER AUTOEXPO ROADSHOW/TES OTHERS Projectsformba.blogspot.com TRIDEMONTHLY HOUSEHOLD INCOME UPT Count 5 4 1 3 3 0 1 0 0 17 O % within 29.4 23.5 5.9% 17.6 17.6% .0% 5.9% .0% .0% 100.0 100 MONTHL % % % % 00 Y HOUSE HOLD INCOME % within 11.1 16.7 20.0% 25.0 60.0% .0% 33.3% .0% .0% 17.0% SOURC % % % E OF AWARE NESS % of 5.0 4.0% 1.0% 3.0 3.0% .0% 1.0% .0% .0% 17.0% Total % % 100 Count 16 8 1 3 1 2 1 1 0 33 01-2 % within 48.5 24.2 3.0% 9.1 3.0% 6.1% 3.0% 3.0% .0% 100.0 000 MONTHL % % % % 0 Y HOUSE HOLD INCOME % within 35.6 33.3 20.0% 25.0 20.0% 50.0% 33.3% 100.0 .0% 33.0% SOURC % % % % E OF AWARE NESS % of 16.0 8.0% 1.0% 3.0 1.0% 2.0% 1.0% 1.0% .0% 33.0% Total % % 200 Count 20 11 3 4 1 0 0 0 1 40 01-4 % within 50.0 27.5 7.5% 10.0 2.5% .0% .0% .0% 2.5% 100.0 000 MONTHL % % % % 0 Y HOUSE HOLD Projectsformba.blogspot.com INCOME % within 44.4 45.8 60.0% 33.3 20.0% .0% .0% .0% 100. 40.0% SOURC % % % 0% E OF
  • 96. Projectsformba.blogspot.com Chi-Square Tests Asymp. Sig. (2- Value df sided) Pearson Chi-Square 30.288a 32 .553 Likelihood Ratio 28.748 32 .632 Linear-by-Linear .274 1 .601 Association N of Valid Cases 100 a. 40 cells (88.9%) have expected count less than 5. The minimum expected count is .01.OBSERVATION: 1: The 10001-20000 & 20001-40000 income group mainly usesadvertisements as their primary information source. 50% in both groups are relying onthe Advertisement as a source of awareness for any new launch or any other informationregarding two wheelers.OBSERVATION: 2: Advertisements and Friends together constitute 69% of the total. Projectsformba.blogspot.com
  • 97. Projectsformba.blogspot.comOBSERVATION: 3: We can see that through newspaper and magazine we are notpassing our product details to the customers easily, reason behind this can be that weare not positioning our AD’s in the right area. So once again we should do the TargetingPositioning and segmenting our customers for our product advertisement in newspaper.OBSERVATION: 4: Chi square test has an asymptotic significance greater than 0.1hence there is no significant relationship between the variables, hence H0 is rejected.HYPOTHESIS VH0 = There is a significant relationship between age group and the choice of featuresthey value most in a two wheeler.H1= There is no significant relationship between age group and the choice of featuresthey value most in a two wheeler. Case Processing Summary Cases Valid Missing Total N Percent N Percent N PercentPURCHASING 100 100.0% 0 .0% 100 100.0%REASONS * AGE Projectsformba.blogspot.com
  • 98. Projectsformba.blogspot.com PURCHASING REASONS * AGE Cross tabulation AGE Above 16-20 21-25 26-30 30 Total STYLE/DESIGN Count 17 20 13 4 54 % within PURCHASING 31.5% 37.0% 24.1% 7.4% 100.0% REASONS % within AGE 60.7% 48.8% 65.0% 36.4% 54.0% % of Total 17.0% 20.0% 13.0% 4.0% 54.0% CONTROLLABILI Count 3 3 0 1 7 TY % within PURCHASING 42.9% 42.9% .0% 14.3% 100.0% REASONS % within AGE 10.7% 7.3% .0% 9.1% 7.0% % of Total 3.0% 3.0% .0% 1.0% 7.0% PICK UP Count 2 4 1 1 8 % within PURCHASING 25.0% 50.0% 12.5% 12.5% 100.0% REASONS % within AGE 7.1% 9.8% 5.0% 9.1% 8.0% % of Total 2.0% 4.0% 1.0% 1.0% 8.0% REPUTATION OF Count 0 4 0 2 6 MAKER % within PURCHASING .0% 66.7% .0% 33.3% 100.0% REASONS % within AGE .0% 9.8% .0% 18.2% 6.0% % of Total .0% 4.0% .0% 2.0% 6.0%PURCHASING REASONS RIDING Count 3 5 2 2 12 COMFORT % within PURCHASING 25.0% 41.7% 16.7% 16.7% 100.0% REASONS % within AGE 10.7% 12.2% 10.0% 18.2% 12.0% % of Total 3.0% 5.0% 2.0% 2.0% 12.0% NEW Count 1 4 3 0 8 TECHNOLOGY % within PURCHASING 12.5% 50.0% 37.5% .0% 100.0% REASONS % within AGE 3.6% 9.8% 15.0% .0% 8.0% % of Total 1.0% 4.0% 3.0% .0% 8.0% DURABILITY Count 1 0 0 0 1 % within PURCHASING 100.0 .0% .0% .0% 100.0% REASONS % Projectsformba.blogspot.com
  • 99. Projectsformba.blogspot.com Chi-Square Tests Asymp. Sig. Value df (2-sided) Pearson Chi-Square 22.567a 24 .545 Likelihood Ratio 26.816 24 .313 Linear-by-Linear .917 1 .338 Association N of Valid Cases 100 a. 32 cells (88.9%) have expected count less than 5. The minimum expected count is .11. Symmetric Measures Asymp. Std. Value Errora Approx. Tb Approx. Sig.Interval by Pearsons R .096 .102 .957 .341cIntervalOrdinal by Spearman .084 .100 .838 .404cOrdinal CorrelationN of Valid Cases 100a. Not assuming the null hypothesis.b. Using the asymptotic standard error assuming the null hypothesis.c. Based on normal approximation. Projectsformba.blogspot.com
  • 100. Projectsformba.blogspot.comOBSERVATION: 1: Around 61% of people in the 21-25 years age group and 75% of26-30 years age group opt for style, design and riding comfort. So we can say there isno combination with age and choice of feature of bike.OBSERVATION: 2: Only 2% people are demanding for Mileage so by this somewherethis result is also proving our null hypothesis of first hypothesis true that Yamaha haschanged the perception of customers now a days.OBSERVATION: 3: Chi square test has an asymptotic significance greater than 0.1hence there is no significant relationship between the variables, hence H0 is rejected.HYPOTHESIS VIH0 = There is a significant relationship between age group and the 1st information sourcefor the people.H1= There is no significant relationship between age group and the 1st information sourcefor the people. Projectsformba.blogspot.com
  • 101. Projectsformba.blogspot.com Projectsformba.blogspot.com
  • 102. Projectsformba.blogspot.com SOURCE OF AWARENESS * AGE Cross tabulation AGE Above 16-20 21-25 26-30 30 Total TVCF Count 10 16 14 5 45 % within 22.2% 35.6% 31.1% 11.1% 100.0 SOURCE OF % AWARENESS % within AGE 35.7% 39.0% 70.0% 45.5% 45.0% % of Total 10.0% 16.0% 14.0% 5.0% 45.0% FAMILY/FRIENDS Count 7 8 4 5 24 % within 29.2% 33.3% 16.7% 20.8% 100.0 SOURCE OF % AWARENESS % within AGE 25.0% 19.5% 20.0% 45.5% 24.0% % of Total 7.0% 8.0% 4.0% 5.0% 24.0% ROADSHOW/TESTRI Count 1 4 0 0 5 DE % within 20.0% 80.0% .0% .0% 100.0 SOURCE OF % AWARENESS % within AGE 3.6% 9.8% .0% .0% 5.0% % of Total 1.0% 4.0% .0% .0% 5.0% SHOWROOM Count 1 8 2 1 12 % within 8.3% 66.7% 16.7% 8.3% 100.0 SOURCE OF % AWARENESS % within AGE 3.6% 19.5% 10.0% 9.1% 12.0%SOURCE OF AWARENESS % of Total 1.0% 8.0% 2.0% 1.0% 12.0% MAGAZINE Count 4 1 0 0 5 % within 80.0% 20.0% .0% .0% 100.0 SOURCE OF % AWARENESS % within AGE 14.3% 2.4% .0% .0% 5.0% % of Total 4.0% 1.0% .0% .0% 5.0% NEWSPAPER Count 3 1 0 0 4 % within 75.0% 25.0% .0% .0% 100.0 SOURCE OF % AWARENESS % Projectsformba.blogspot.com 2.4% within AGE 10.7% .0% .0% 4.0%
  • 103. Projectsformba.blogspot.com Chi-Square Tests Value df Asymp. Sig. (2-sided) Pearson Chi-Square 30.503a 24 .169 Likelihood Ratio 32.730 24 .110 Linear-by-Linear 7.581 1 .006 Association N of Valid Cases 100 a. 31 cells (86.1%) have expected count less than 5. The minimum expected count is .11. Projectsformba.blogspot.com
  • 104. Projectsformba.blogspot.comOBSERVATION: 1: Around 60% of people in the 16-20 years age group and 55% in21-25 age groups have TVCF and friends as their primary information source.OBSERVATION: 2: TVCF & Family/friends are the major source of info in every group.OBSERVATION: 3: Chi square test has an asymptotic significance greater than 0.1hence there is no significant relationship between the variables, hence H0 is rejectedTo make my analysis easier I divided the bikes in 4 different segments1. PREMIUM SEGMENT2. DELUXE SEGMENT3. EXECUTIVE SEGMENT4. ENTRY SEGMENTHere we are doing the analysis of every segment one by one.1. PREMIUM SEGMENT Projectsformba.blogspot.com
  • 105. Projectsformba.blogspot.com 2009 2008 Ex- % resaleCompany Model showroom value ‘09 2007 priceYamaha R15 97,425 82.11 80,000 75,000 _____HHML CBZ 57,450 69.62 40,000 34,000 27,000HHML Karizma 72,800 68.68 50,000 45,000 40,000Bajaj Pulsar 81,567 _____ _____ ______ _____ 220 __ _  In the premium segment we have taken Yamaha R15, Hero Honda’s KARIZMA and CBZ and BAJAJ’s PULSAR 200. The resale value of R15 is highest in premium segment and is at 82.11%. • Reason - Performance - Quality of product - High level of SatisfactionSo we can say that in the premium segment bikes YAMAHA is leading in second handtwo wheeler markets.2. DELUXE SEGMENT Projectsformba.blogspot.com
  • 106. Projectsformba.blogspot.comCompany Model Ex- price % resale2009 2008 2007 valueYamaha FZ - S 67,000 N.A N.A N.AYamaha FZ 16 65,000 93.84 61,000 57,000Bajaj Pulsar 180 63,653 86.40 55000 46,000 40,000HHML Hunk 56,175 87.22 49,000 46,000Bajaj Pulsar 150 60,143 88.12 53000 38k-44k 30,000TVS Apache RTR 60,825 88.77 54000 40,000 36,000Honda unicorn 55,954 71.48 40,000 29,000 25,000 In this segment also YAMAHA is leading with 93.84% of resale value. Dealers and brokers were giving good response for the YAMAHA FZ 16, they were saying customer is satisfy with its all facilities, everybody is appreciating for its style, design and macho look. In the Deluxe segment TVS APACHE & HUNK as well PULSAR 150 is giving close fight to YAMAHA FZ16.  Yamaha is leading in deluxe segment.  Models FZ were available low in number.  HHML Hunk is also preferable in this segment.  HMSI Unicorn is less preferred by costumer as well as Broker 3. EXECUTIVE SEGMENT Projectsformba.blogspot.com
  • 107. Projectsformba.blogspot.comCompany Model Ex- % 2009 2008 2007 price resale valueYamaha Glad ss 52,100 71.51 38,000 30,000 26,000Yamaha Glad rs 52,600 72.24 38,000 30,000 26,000HHMl Super 44,450 94.48 42,000 38,000 splendorTVS Flame 48,550 86.50 42,000 34,000Bajaj Discover 50,145 40,000 35,000 1354 .ENTRY SEGMENTCompany Model Ex Price %resale 2009 2008 2007 valueBajaj Platina 35,196 78.13 27,500 25,000 22,000 100TVS Star 39,060 64.00 25,000 22,000 20,000Yamaha Alba 43,890 63.79 28,000 23,000 18,000HHML Splendor + 38,250 83.66 32,000 26,000 22,000 Projectsformba.blogspot.com
  • 108. Projectsformba.blogspot.comHHML Passion 41,750 83.83 35,000 28,000 24,000Hero Honda is leading in entry and executive segmentReasons- Reliability perception of the customer- Brand Image and loyalty- Focus of company on these segmentsIn this segment Hero Honda is leader because they have established themselves as avery good established brand, customers and they are loyal to each other, company isvery much target oriented in this segment. CHAPTER 8.0 RECOMMENDATION Projectsformba.blogspot.com
  • 109. Projectsformba.blogspot.com 8.0 RECOMMENDATIONS• SHOULD IMPROVE THE AFTER SALE SERVICES: During the survey we found that Yamaha is not satisfying their customers in after sales services, employees at dealership sometimes use harsh words and become rude to the customers, parts of the bike are not easily available in the market. This is the major drawback in capturing the market share so Yamaha should take some better steps to satisfy and retain their customers.• WEAK FOLLOW UP FROM DEALERSHIPS: We observed during the course of our studies that Yamaha was quite weak in following up with prospective customers. There was no communication from Yamaha showrooms asking the customers if and when they are willing to buy their bikes. Hero Honda, Bajaj and Honda showrooms were extremely attentive in this regard and perform maximum follow up on prospective customers. Projectsformba.blogspot.com
  • 110. Projectsformba.blogspot.com• MEASURES SHOULD BE TAKEN TO IMPROVE ITS DEALERSHIP: Yamaha which is trying to build a brand new image of a high tech and stylish brand of sports bikes should take appropriate steps to show it in their showrooms. Showrooms like Oswal Yamaha, and Shiva Yamaha were very small in size and do not reflect the quality and scale of Yamaha in the market. Shiva motors was very dirty ambience and customer will feel that company is not working good that’s why they are not taking any actions toward their showrooms and this will definitely hamper the sales, so Yamaha should take care of these things.• POOR PROMOTIONAL CAMPAGIN: The Yamaha ads seen on electronic and print media are absolutely out of touch with the Indian culture and thought process. If we see that Bajaj and Hero Honda has produced a very good link with the Indian family and customers can easily recall their Ads by well know punch lines like HAMARA BAJAJ or HERO HONDA DESH KI DHADKAN-DHAK DHAK. Yamaha is also focusing on this as we can see the AD of YAMAHA ALBA. An Indian consumer irrespective of their income level has a soft corner for traditions and culture of India. Hence, all companies including market leaders like Hero Honda and Bajaj capitalize on this behavior of customers and design their ad campaigns keeping India in mind.• YOUTH ORIENTED PROMOTION: Yamaha claims that they target the customers of age group 18-25 but their ad never represents this so they should make such kind of AD where youth should taken in as centre of attraction. They should do this earliest to capture the market because vast majority of people depending on ads and friends as their chief sources of information about the products.• AGGRESSIVE SELLING: The Company should follow an aggressive selling concept. A non-aggressive selling concept which is clearly visible in its advertising campaign which does not hit on the customer rather aims to provide information in a subtle manner. These days they have hit on the right target as we can prove through our survey that people who purchased YAMAHA FZS, 54% people have seen the TVCF of Yamaha before purchasing the bike. Emotional advertising which is the norm in India and which is very successful is not followed.• INDIAN BRAND AMBASSADOR: The Company’s brand ambassador is VALENTINO ROSSY earlier we had JOHN ABRAHAM too but now YAMAHA does Projectsformba.blogspot.com
  • 111. Projectsformba.blogspot.com not have any Indian brand ambassador as compared to its competitors like Hero Honda who have Hrithik Roshan doing their ads and M.S. Dhoni doing the job for TVS. It is necessary for Yamaha to have a brand ambassador from India to connect with the Indian customer.• VARIETY IS NEEDED TO BE PROVIDED: Yamaha at the moment has a very weak product portfolio and its products are not that visible in the market or displays in dealerships except the Gladiator and now R15. The lack of product range visibility in dealerships and in the media and advertisements is adversely affecting the brand of Yamaha. If a customer want to switch from one bike to another Yamaha is not providing them options so here Yamaha should work to maintain their loyal customers. Yamaha should maintain and produce the bikes in quarterly or half yearly so that customers can avail options.• BRAND EXPOSURE SHOULD BE INCREASED OR TO TAP THE NICHES : There is a large market of unsatisfied customers in India. This effort would be in the direction to capture the unsatisfied customers and who are willing to change their brands on bike replacement.• FOCUSSED ADVERTISEMENT ON PRODUCT USP: The maximum demand among customers constituting the target market of India Yamaha Motors is for the power and style features of bikes. Hence, the company should produce products keeping the above factors in mind. Projectsformba.blogspot.com
  • 112. Projectsformba.blogspot.com LIMITATIONS OF THIS SURVEY1. Specific to Lakhimpur and Unnao2. Prices may vary depending upon Bike condition.3. Bike available in stock was pushed by the brokers/dealers Projectsformba.blogspot.com
  • 113. Projectsformba.blogspot.com CHAPTER 9.0 BIBLIOGRAPHY & REFERENCES Projectsformba.blogspot.com
  • 114. Projectsformba.blogspot.com9.1 BIBLIOGRAPHY 1) Phillip Kotler; Principles of marketing, 7th Edition; Pearson Publication. 2) Saxena and Rajan; Marketing Management; Tata McGraw Hill; 3rd Edition 3) Ramaswami, V.S. and Namakumari, S.; Marketing Management; Macmillan India; 2002. 4) Batra Satish & Kazmi SHH ; Consumer behaviour text & cases; 1999. 5) Gupta, S.P. and Gupta, M.P.; Business Statistics; 14th Edition; Sultan Chand Publications. 6) Robert W and Boockholdt, James L.; Factors Leading To change in consumer behavior: A Study of Managers Perspectives; Creativity Research Journal, 11(4), Page No. 245-307; 1998. Projectsformba.blogspot.com
  • 115. Projectsformba.blogspot.com9.2 REFERENCES 1. The Yamaha India website; www.yamaha-motor-india.com 2. Overview of performance of the Indian Automobile Industry http://www.siamindia.com/scripts/IndustryStatistics.aspx 3. Overview of economy of automobile industry website seen on 26th June http://www.iloveindia.com/economy-of-india/automobile-industry.html 4. Overview On BAJAJ AUTO, website seen on 6th July http://auto.indiamart.com/bajaj-auto/ 5. Overview On HERO HONDA, website seen on 6th July http://auto.indiamart.com/hero-honda/ 6. Overview On HONDA, website seen on 6th July http://auto.indiamart.com/two-wheelers/hmsil.html 7. Overview On TVS SUZUKI, website seen on 6th July http://auto.indiamart.com/tvs-suzuki/ 8. Overview On ROYAL ENFIELD, website seen on 6th July http://auto.indiamart.com/motorcycles/thunderbird 9. Overview of Recent Launches of different brands, website seen on 7 July http://auto.indiamart.com/motorcycles/bajaj-pulsar-dts-fi220/ http://auto.indiamart.com/motorcycles/yamaha-fzs/ http://auto.indiamart.com/motorcycles/honda-cbf-stunner-fi/index.html http://auto.indiamart.com/motorcycles/suzuki-hayabusa-1300/ http://auto.indiamart.com/motorcycles/suzuki-gs-150r/ 10. Upcoming bikes in India, seen on 6th July http://www.indiamarks.com/guide/Upcoming-Bikes-in-India-in-2009/10179 Projectsformba.blogspot.com
  • 116. Projectsformba.blogspot.com11. Overview of Total Turnover, seen on 6th July http://www.siamindia.com/scripts/gross-turnover.aspx12. Overview of Domestic market share, seen on 6th July http://www.siamindia.com/scripts/market-share.aspx13. Overview of Production Trend of automobile industry http://www.siamindia.com/scripts/production-trend.aspx Projectsformba.blogspot.com
  • 117. Projectsformba.blogspot.com CHAPTER 10.0 ANNEXURES 10.1 QUESTIONNAIRE Projectsformba.blogspot.com
  • 118. Projectsformba.blogspot.com10.1 SAMPLE QUESTIONNAIRE QUESTIONNAIRE (For FZ customers)Contact- Place: Model: cc: Date of purchase:1. Name: 2. Age:3. Marital status: a) married b) single4. What is your occupation? a) Student b) Office employee c) Factory employee d) Shop owner e) Business Person f) Other: ________5. Monthly household income: a) Up to Rs.10,000 b) Rs.10,001-20,000 c) Rs.20,001-40,000 d)Rs.40,001-60,000 e) Rs.60, 001-80,000 f) Rs.80, 001-100,000 g) Above Rs. 100,0006. How did you buy the MC? a) Cash b) Loan [D/P: ]7. Who paid for your MC? a) Self b) Family c) Others:8. Did you considered other motorcycle while buying this model? a) Yes b) No9. Which model did you compare with? Model: cc:10. Have you seen FZ 16 TVCF? a) Yes b) No11. Have you seen FZ 16 newspaper advertisement? a) Yes b) No12. Have you seen FZ 16 magazine advertisement? a) Yes b) No13. Do you take information from internet blogs? a) Yes b) No Which blog?14. What was the reason you finally purchased your Bike? a) Style/design b) Mileage c) Resale value d) Reputation of maker e) Riding comfort f) Pick up g) Controllability h) new technology i) Maneuverability j) Riding position k) Quality l) Color/ graphics m) Big vehicle size n) Durability o) Price p) Low maintenance Projectsformba.blogspot.com
  • 119. Projectsformba.blogspot.com q) After sales support r) others: _______15. Please specify your source of awareness for your Bike? a) TVCF b) Newspaper c) Magazine d) Showroom e) Family/Friends f) Mall display g) Road show/Test ride h) Website/Blogs i) Radio j) Hoardings k) Auto expo l) TV news m) Others_______16. Do you think Yamaha has improved after FZS and R15? a) Yes b) No17. How does your friend say to your Motor Cycle? a) Trendy b) Macho c) Stylish d) Low Mileage e) After sales service f) Poor Resale value g) Expensive spare parts h) Others______ Projectsformba.blogspot.com
  • 120. Projectsformba.blogspot.comCASE STUDY ON YAMAHA Issues Projectsformba.blogspot.com
  • 121. Projectsformba.blogspot.comFrom this case study following points can be studied : • Motorcycle industry in India (various players operating in it). • Various Problems faced by a Multinational organization while operating in an other country. • How in an organization Japanese culture was successfully implemented in place of Indian culture after the failure of a joint venture. • Various strategic moves adopted by an organization to breakthrough the competition or to consolidate its position in to Indian marketOverview of the automobile industry – the bike segment(Reasons behind the Growth of Motorcycle industry in India) Projectsformba.blogspot.com
  • 122. Projectsformba.blogspot.comBikes or two wheelers in India cater to various needs of the consumers. With the choiceof the Indians improving from bicycles to two wheelers, the Indian two-wheeler markethas seen a significant growth over the years. Now owing a bike has become a must formost Indians. Even if people own a car they prefer to have a bike as it is veryeconomical and fuel efficient. With the growth in the economy the demand for twowheelers is increasing over the years. It is one of the most dynamic industries today andwith the increasing competition companies are bringing in new products withsophisticated technologies and innovative features to capture a major pie of the Indianmarket and it’s the consumer who is benefited from it..With the availability of reduced consumer loans and high disposable income the Indiantwo-wheeler industry has perceived an exceptional growth over the past few yearsthereby making India the second largest market for two wheelers in the world only afterChina. The motorcycle has now become one most popular mode of transportationamong the Indian middle class families because of it is cost effective, economical andeasy to navigate through the traffic. Moreover, the people have started preferring bikesinstead of scooters and mopeds and today bikes form a major part of the Indiantwo wheelers.Indian companies are one of the largest two wheeler manufacturers in the world. Thenumber one bike manufacturer in the world, Hero Honda is in close competition with theIndian manufacturer Bajaj India. The motorcycle industry in India has witnessed atremendous change in the 90’s with the invention of 4 stroke engine which makes thebikes more fuel efficient. Further companies are trying to bring in more innovations tomake the motorcycle ride more comfortable, safe and user friendly and economical.In a nut shell the followings factors can be distinguished for the growth of motorcycleindustry in India: • Easy accessibility to cheap consumer loans • The increase in the average income of the family. • The reduction in duties and taxes. • Convenience with regards to commuting as compared to the public transport system. • Continuous innovations in technology making the bikes economic and fuel- efficient. • The first choice among youths and teenagers.An Overview of IndustryThere are many popular and renowned motorcycles in India. The most popular amongthem are Hero Honda and Royal Enfield. Bajaj Auto Ltd. is one of them. Projectsformba.blogspot.com
  • 123. Projectsformba.blogspot.comBajaj Auto Limited, manufacturing a range of motorcycles and scooters, was founded in1945 on 29th November. With the onset in the Indian market, the company was onlymanufacturing two wheelers and later it also made a benchmark in the three wheelerindustry. This popular company became a public limited company in 1960.Hero Honda Motors Ltd. is another popular motorcycle company in India. This company,started in 1984, was a successful joint venture between Hero Cycles and Honda MotorCompany of Japan. Since the commencement of the company, Hero Honda hasmanufactured and sold more than 15 million motorcycles. The company has establisheda niche in the competitive Indian and international market for manufacturing lowmaintenance and high fuel efficient motorcycles. When it comes to Indian motorcycle,Royal Enfield hits the mind of every Indian motorcycle lovers because it isone of the premier bike companies in India..TVS Motor Company Ltd and Yamaha Motor India Ltd also have carved a niche in theIndian motorcycle market.TVS Motor Company, established by T. V. Sundaram Iyengar in 1911, is believed to bethe third largestmanufacturer of two-wheeler in India.TVS came up with the first two-seater moped in 1980 that eventually defined thedominion of personal transportation in India. This company entered into a joint venturewith Suzuki Motor Corporation of Japan in 1982. This collaboration was the firstcompany to introduce a 100-cc motorcycle in the markets of India.Yamaha Motor India Ltd. is continuously making efforts to break down the competitivetwo wheeler market in India and win the battle with its business strategies. The businessstrategies and principles of this company is customer fulfillment through quality service,research and development for introducing high end motorcycles and optimization of theworking systemThe 3.8 million two-wheeler market in India included scooters, motorcycles and mopeds.In the late 1990s, the domestic two-wheeler industry had undergone many structuralchanges. Motorcycles consistently gained market share from the scooter and the moped. The trend was expected to continue in 2001-02. 150cc vehicles from Bajaj Auto andLML dominated the scooter market. Northern India was the major market accounting fornearly 46% of the total scooter sales. The Indian motorcycle market could be broadlycategorized into Indian motorcycles and Indo-Japanese motorcycles. The Hero group,Bajaj and Escorts dominated the Indo-Japanese motorcycle segment in collaborationwith Japanese vehicle manufacturers Honda, Kawasaki and Yamaha respectively. Entry segment levelMarket Segmentation The market for two wheeler can be segmented into Premium Executivefollowing categories segment segment Projectsformba.blogspot.com Deluxe segment
  • 124. Projectsformba.blogspot.com 1. Entry Segment ( Entry Level Area) ( UP To RS 35000)This category basically includes: People living in rural areas ,Hero Honda is marketleader In this segment as they have penetrated in to rural areas covering 550000people in rural areas only For ex : Bikes in this segment are like Crux,CD dawn ,CDDelux ,Patina ,Star City , Star Sports , Heat 2. Executive category (35000 -45000)This category includes: Office goers, Family oriented persons ,Whose Income variesbetween 2 to 3 lakhs , Finance is very important for this segment For ex – YamahaGladiator comes in this segment as they have specially made the sitting style of the bikeas per this segment people. Bikes in this segment : G5 , AlBA , Passion Pro,Splendor+ ,XCD 135 ,XCD 125 , Splendor NXG ,Platina . 3. Delux Segment (45000 – 70000)Pulsar basically defined this categoryThis category is basically characterized by: Youngsters , having passion for bike ,College goers , Style is needed (Macho look) ,Basically known as girlfriend bikes For ex– Bikes catering to this segment are Yamaha FZS, Pulsar, CBZ xtreme, TVS Apache,Honda Unicorn , GS150.4 . Premium Segment ( Above 70000) For people with passion Projectsformba.blogspot.com
  • 125. Projectsformba.blogspot.com “I WANT A BIKE’’Like IT people in the city like BANGALOREBikes catering to this segment basically includes Yamaha R15 , Karizma, Pulsar 220 cc ,Apache RTR .In this segment best seller is ApacheSWOT ANALYSIS of THE TWO WHEELER INDUSTRYStrengthEstablished brands, Strong Brand NameFuel efficient WeaknessesStyle statement Extremely price sensitiveConvenient in heavy traffic Short PLCCheap and affordable High R and D costsEasy and cheap finance availabilityPatentsGood reputation among customersOpportunities ThreatsGrowing premium segment The Rs.1 Lakh carIncreasing dispensable income Cut throat competitionEnvironmental concerns Increasing number of players in the marketExports increasing Rising raw material costsVery strong demand in the 100cc. segment Increasing rates of interest on financedominated by limited players.COMPETITORS ANALYSIS (Players Operating in The Market)1. Bajaj Auto Ltd.Established in 1945 Bajaj Auto Ltd was incorporated as a trading company. Till 1959,they imported scooters and three-wheelers from Italy and sold them in India. Thecompany got a production license in the year 1959 and fastened a technicalcollaboration with Italian PIAGGIO in 1960.Bajaj Auto Ltd. is one among Indias top ten companies in terms of market capitalization Projectsformba.blogspot.com
  • 126. Projectsformba.blogspot.comand among the top five in terms of annual turnover.Today, the company has become a market leader. These days, Bajaj Auto Ltd. hasstarted offering products in all segments (mopeds & scooterettes, scooters, motorcycles,three wheelers).2. Hero Honda Motors Ltd.Hero Honda Motors Ltd. is a result of the joint venture betweenIndias Hero Group and Japanese Honda Motors Company inthe year 1983. This joint venture has not only created theworlds single largest two wheeler company but also one of themost successful joint ventures worldwide. Hero Honda isglobally known of being the most fuel-efficient and the largestCBZ selling Indian Motorcycle Company. This is a relationshipso harmonious that Hero Honda has managed to achieveindigenisation of over 95 percent, a Honda record worldwide.The company is committed to provide the customer with excellence. A rich backgroundof producing high value products at reasonable prices led the worlds largestmanufacturer of motorcycles to collaborate with the worlds largest bicycle manufacturer.During 80s, Hero Honda became the first company in India to prove that it was possibleto drive a vehicle without polluting the roads.The unique features like fuel conservation, safety riding courses and mobile workshopshelped the group reach in the interiors of the country. Well-entrenched in the domesticmarket, Hero Honda Motors Ltd. turned its attention overseas, and exports have beensteadily on the rise.3. Honda Motorcycles & Scooters India Private LimitedEstablished in 1999, the Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI) is a whollyowned subsidiary of Honda Motor Company Ltd., Japan and is located at Manesar,Haryana. The companys most well known brand is the Honda Activa that revolutionizedthe Indian scooterette market in terms of design and features. The company exportsscooters to the European Union.4. TVS MotorTVS Motor is a leading and trusted two wheeler company began withthe vision of TVS Scooty the founder of the Sundaram Clayton Group,the late T.S. Srinivasan - to design, develop and produce anaffordable moped for the Indian family. This vision was realized in1980 when TVS 50, Indias first two-seater moped rolled out of thefactory at Hosur in Tamil Nadu, Southern India.The company has been known for its ruggedness and reliability.TVS Motor has continually worked on innovation of the motorcyclesegment along with two wheeler range. The Suzuki Shaolin,developed by TVS Suzuki is Indias first 5-speed, 140 cc motorcycle. Another example of Projectsformba.blogspot.com
  • 127. Projectsformba.blogspot.comthe company success is TVS Scooty, a 60 cc Scooterette which keep one step ahead ofits time in India..The company is the third largest two-wheeler manufacturer in India and ranks among thetop ten globally. The company was the first in India to launch 2-seater 50cc moped and100cc Indo-Japanese motorcycles. At present TVS Apache, TVS Victor, TVS Scooty,TVS Centra and TVS Fiero are the popular bikes in Indian market.5. Royal Enfield Motors Ltd.Established in 1955, Royal Enfield was the brand of theEnfield Cycle Company. Royal Enfield is one the oldestbike on the road. The company is well known forproducing motorcycles, but they also produce bicycle,stationary engines, lawnmowers and rifle small parts forthe Royal Small Arms Factory in Enfield. In 1990, RoyalEnfield entered into a strategic alliance with the EicherGroup, and later merged with it in 1994. The annualturnover of the company is Rs.10 billion. The Eicher Group has a range of interests inthe automotive industry, including small trucks, tractors, exports, automotive gears,management consultancy and cartography.The corporate philosophy of Royal Enfield Motors Ltd. is built around quality andunflinching loyalty to the customer, a few reasons why the legendary Bullet is not just abike but a motorcycling icon. The ruggedness and reliability of the bike is endorsed bythe army, the police, the paramilitary forces and over 500 institutions which form part ofthe die-hard customer base of the Bullet, dubbed the "Rajagadi", or royal vehicle.At the end we can say that all the above are giving a very tight competition toINDIA YAMAHA MOTORS in India. To overcome these competitors YAMAHA isconstantly doing R & D about its product and market as well. SWOT ANALYSISGROUP PLAYERS ATTRIBUTES COMPETITIVE FORCESA Bajaj, Hero Honda Highly diversified - High buyer power Aggressive - High competitive rivalry promotion - High entry barriersB TVS Selectively diversified - Low entry barriers Aggressive - Narrow product lines imply Promotion that aggressive promotions Projectsformba.blogspot.com
  • 128. Projectsformba.blogspot.com can eat into market shareC Honda, Yamaha Selectively diversified - High threat of substitution Moderate Promotion (Rs 1 lakh car) - Low entry barriersD Royal Enfield Highly specialized - Low buyer power – high Low Promotion brand loyalty - Product diversification will imply risk of brand dilution YAMAHA (AN INTRODUCTION)Yamaha made its initial foray into India in 1985. Subsequently, it entered into a 50:50joint venture with the Escorts Group in 1996. However, in August 2001, Yamahaacquired its remaining stake as well, bringing the Indian operations under its completecontrol as a 100% subsidiary of Yamaha Motor Co., Ltd, Japan.India Yamaha Motor operates from its state-of-the-art-manufacturing units at Faridabadin Haryana and Surajpur in Uttar Pradesh and produces motorcycles both for domesticand export markets. With a strong workforce of 2000 employees, India Yamaha Motor ishighly customer-driven and has a countrywide network of over 400 dealers.The company pioneered the volume bike segment with the launch of its 100 cc 2-strokemotorcycle RX 100. Since then, it has introduced an entire range of 2-stroke and 4-stroke bikes in India. Presently, its product portfolio includes Crux (100cc), Alba (106cc)and Gladiator (125cc).VISIONTo establish YAMAHA as the "exclusive & trusted brand" of customers by "creatingKando" (touching their hearts) - the first time and every time with world class products &services delivered by people having "passion for customers".MISSIONWe are committed to:Be 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 COMPETENCIESCustomer #1We put customers first in everything we do. We take decisions keeping the customer inmind.Challenging Spirit Projectsformba.blogspot.com
  • 129. Projectsformba.blogspot.comWe strive for excellence in everything we do and in the quality of goods & services weprovide. We work hard to achieve what we commit & achieve results faster than ourcompetitors and we never give up.Team-workWe work cohesively with our colleagues as a multi-cultural team built on trust, respect,understanding & mutual co-operation. Everyones contribution is equally important forour success.Frank & Fair OrganizationWe are honest, sincere, open minded, fair & transparent in our dealings. We activelylisten to others and participate in healthy & frank discussions to achieve theorganizations goals.OVERVIEWFOUNDED: July 1, 1955CAPITAL: 48,302 million yen (as of March 31, 2008)PRESIDENT: Takashi KajikawaEMPLOYEES: 46,850 (as of December 31, 2007)PARENT: 9,019 (as of December 31, 2007)SALES: 1,756,707 million yen (from Jan 1, 2007 to Dec 31, 2007)PARENT: 799,209 million yen (from Jan 1, 2007 to Dec 31, 2007)SALES PROFILESales (%) by product category (consolidated)Sales (%) by region (consolidated)SWOT ANALYSIS FOR INDIA YAMAHA MOTORS Projectsformba.blogspot.com
  • 130. Projectsformba.blogspot.comStrength • Size and scale of parent company. • Effective Advertising Capability Weaknesses • Committed and dedicated staff. • Small showrooms. • High emphasis on R and D. • Not much emphasis on aggressive selling. • Experience in the market. • Weak product diversity. • Established brand. • Established market channel. • Power, Speed & AccelerationOpportunities • Growing premium segment. Threats • Global expansion into the Caribbean • Cut throat competition & Central America. • Increasing number of players in the market • Expansion of target market (include • Rising raw material costs women). • Increasing rates of interest on finance • Increasing dispensable income. • 1st mover advantage.Beginning Of A Journey(Beginning Of a Marriage )(Escort Yamaha Tie The Not)In 1985, Yamaha Motors entered into a technical support agreement with Escorts, andstarted local production of Yamaha motorcycles. In 1995, Yamaha and Escorts signedanother contract, establishing EYML to manufacture and market motorcycles in India.Each company invested 50% of the capital for the original venture EYML produced awide range of motorcycles for the urban and rural markets at its Faridabad (Haryana)and Surajpur (Uttar Pradesh) plants. The joint venture manufactured Rajdootmotorcycles at Faridabad and the RX and four-stroke YBX series at Surajpur... From 1995 to early 2000, EYML took several steps to become the number one player inIndias two-wheeler market. However, in mid 2000, Escorts divested 24% equity toYamaha Motors and as a result, Yamaha Motors became a majority stakeholder in theventure (74:26). In May 2001, Escorts sold its remaining 26% equity, thus, exiting fromthe joint venture.Role of Escorts Group In the Joint VentureThe role of the Escorts group was always minuscule since Yamaha has been graduallyhiking its stake in the joint venture. The Nandas of the Escorts were only promoters inthe JV They were just on the drivers seat & Yamaha’s Technology was not the part oftheir expertise .Reason For Break up : Projectsformba.blogspot.com
  • 131. Projectsformba.blogspot.comThe macro cause for the change was Escorts Yamaha’s sliding share in the MotorcycleMarket. In the light of growing competition, both parties deemed it fit to part ways.Hari prashad Nanda of Escort Group then identified four thrust areas for Escorts-agri-business, telecom, software and healthcare. The idea behind giving Yamaha Motors themajority stake in the joint venture was to focus more on the four thrust areas. AsYamaha’s technology was not their area of specialization.With the change in the equity pattern, Yamaha Motors would control the management ofthe joint venture. Yamaha Motors would now hold 100% stake in the company.Commenting on Escorts exit from the joint venture, an official said, "We would like to getout of businesses where we are not in the drivers seat and in the case of Yamahatechnology it was not a part of our expertise." He said Escorts would now concentrate onagri-business, telecom and healthcare..The first ever Press release made by Y.M.I was as follows :“An agreement has recently been reached between Yamaha Motor Co., Ltd. (YMC) andits joint venture partner in India, Escorts Limited (Chairman and Managing Director: Mr.Rajan Nanda. Location: Faridabad, suburbs of New Delhi) under which YMC will acquireall of the 26% of the stock presently held by Escorts Limited in the two companiesmotorcycle manufacturing and marketing joint venture, Yamaha Motor Escorts Ltd.(YMEL).The aims of this move to make Yamaha Motor Escorts a 100% YMC subsidiary are toincrease the overall speed of managerial and business decisions, to improve productdevelopment capabilities and production efficiency, while also strengthening themarketing organization. Plans call for the change in the companys name and otherprocedures to be completed by the end of June.In addition to YMC acquiring Escorts 26% of YMEL stock, the companys name will bechanged to Yamaha Motor India Private Limited (YMI) and concerted efforts will bemade to heighten its competitiveness in the Indian market and promote the spread of theYamaha brand with target themes of developing products with greater appeal and adistribution network that can respond more quickly to user needs.”End Of Honey Moon After the Failure of a Joint Venture The next logical progression for Yamaha wasobviously assuming full control of Indian operationsAs a company , YMI is only 7 years old in the Indian Motorcycle market . HoweverYamaha has had a presence in this sector for over 21 years ever since it entered into atechnical collaboration with Escorts motors in 1985 .Ever since the establishment of the first technical assistance agreement between thetwo companies in 1985, YMC and Escorts Limited have built a cooperative relationshipdedicated to the manufacture and sales of Yamaha brand motorcycles in anenvironment of growing motorcycle demand in the Indian market. In November of 1995,the two companies established the joint venture company Escorts Yamaha MotorLimited, based on a 50-50 capital investment. In June of 2000, that investment ratio waschanged to 74% for YMC and 26% for Escorts Limited . Projectsformba.blogspot.com
  • 132. Projectsformba.blogspot.comFormation of “Yamaha Motor India Private Limited” (YMI)After the separation from Escorts Yamaha undertook a lot of measures to consolidateitself in to Indian market YMC assumed managerial control of the company with the name being changed toYMEL and undertook numerous measures to build the companys motorcyclemanufacturing and marketing operations.Various Strategic Measures Undertaken to consolidate in toIndian MarketAfter Escorts hugely successful motorcycle brand, Rajdoot, the group had not been ableto replicate the success with the offerings under the Yamaha brand. While the YamahaRX 100 model, which before being withdrawn due to new emission norms, seemed toachieve considerable success, the other models including the Yamaha YBX, its first four-stroke bike, have only received lukewarm response from the marketYamaha believed that operating on an individual basis would help in building its separateBrand Name. A strategy was formulated in order to facilitate new product launches and the entireMarketing policy was overhauled.As part of the strategy, Yamaha Motors also planned to convert its India operations intoa sourcing base for parts and fully-built two-wheelers.In essence the decision to separate was on grounds of mutual consent by both parties. Itmade business sense to part ways now and the timing could not have been better in thelight of prevailing competitive environment.Introduction of Japanese culture on Indian soilYAMAHA Motor Company of Japan renamed its wholly-owned Indian subsidiary(Yamaha Motor India Pvt Ltd), after buying out the entire equity holding of the Escortsgroup in the erstwhile joint venture Yamaha Motor Escorts Ltd.Following are the main 8 changes which have been implemented after Yamaha Partedits way from Escorts 1. Administrative changes: Each department now has a Japanese representative called Deputy General Manager. As far as hierarchy in the top brass is concerned, the C.E.O, President, Vice President and Associate Vice President are all now Japanese. The first Indian involvement in the top management begins at General Manager Level of individual departments. 2. Eliminating Indian Culture: As long as Escorts had a say in the organization, atypical Indian Culture prevailed Employees used to work in the office at their own will , used to walking in at 9:15 for a shift which starts at 9:00.But After the Projectsformba.blogspot.com
  • 133. Projectsformba.blogspot.com separation from Escorts full Japanese culture was implemented in the organization in Place of Indian culture .Every employee has to Remember: • Switch off A.Cs, fans and lights. • Keep the gangway clear of any hindrances. • Put yours tools in appropriate closet. • Keep your work surroundings clean and hygienic. • Call each other by using the word “SAN” which is a word used to give the respect to each other , each employee of the organization call each other by using the word SAN which means “JI” in Japanese 3. Japanese work ethos – They are built around a single minded devotion to discipline.No employee is offered preferential treatment and some rules apply for everybody. Ifyour Japanese manager walks in at 8:45 for a 9’o clock shift, imagine the example it setsfor subordinates. That’s exactly what happened at Yamaha Motors India strict financialpenalties were put in place for those who reported late at work.4. Developing Team Spirit - every employee was given the same uniform. Regardless ofthe fact that whether you are a Foreman or Chief General manager, everyone isexpected to turn up in the same uniform. The obvious benefits are an increased sense ofcamaraderie and team spirit.5. Life Time Involvement with the Employee : Japanese Companies believe in life timeinvolvement with it’s employees. In return, they expect their employees to treat theorganization as their own family6. Japanese work on the premise- “ A happy Employee is a productive employee” Thestandards for employees safety and general sanitation are same in India as in Japan.After Yamaha took over, an entire new department was created, just to look aftergeneral7. Quality Conscious: Japanese are a quality conscious breed who has traditionallybelieved that a technologically superior product will sell itself against any competition.After Yamaha took over, every six months, a batch of 4-5 employees is selected to betrained at the Yamaha production plant in Japan. . They also get a first hand experienceof Japanese work culture and discipline.8. Quality Circles: A concept, originally pioneered by the Japanese, was successfullyimplemented at Yamaha Motors IndiaQuality control, or quality assurance as they like to call it, is something Japanese areobsessed with. Quality assurance became a key performance area only after Yamahatook over. During the era of Escorts when Yamaha was just a technical collaborator,professionals from Japan visited only to collect date regarding rejection rate, efficiency, Projectsformba.blogspot.com
  • 134. Projectsformba.blogspot.comvolumes per hour etc. Now, realizing that profit levels, quality assurance is given it’s dueshare of importance.So the above 8 points are showing how an organization has to cope up with thechanging conditions, as a lot of changes are required when such an event takes place inan organization, and Yamaha is a perfect example in understanding the strategies anorganization has to form in order to survive in the odd circumstances.The culture change which came as a shock two years ago has now become a norm.Discipline has become a way of life. The professional approach which Yamahaintroduced is no more imposed on the workers. It has become a part of their socialconditioning at the workplace.Yamaha is still to turn the corner in the highly competitive motorcycle market. However,Yamaha has recognized the enormous potential of the market and it’s penchant toswitch brands according to latest trends and technology. The profits are showing anupward trend recently. The progress made is painstakingly slow but sure Employees atall levels showcase a deep rooted belief that their company can once again repeat thesuccess stories of mid 1990s.Various Recent Strategic Moves Adopted By theOrganization To Break Through The Competition & ToConsolidate in to Indian MarketTHE YAMAHA STRATEGY IN INDIAYamaha has shifted its focus from the lower end segments to the premium segment ofbikes. It aims to provide its customers the full range of its engineering marvels that makeYamaha the company that it is. Yamaha has a very strong focus on the technicaldepartment, the result of which can be seen with Yamaha comfortably leading theconstructor’s championship in the Superbikes racing with Valentino Rossi and ColinEdwards as their riders.Yamaha has aimed to become the No.1 in customer satisfaction and is looking forwardto providing the customer with an ‘experience’ with its products.The target market of India Yamaha Motors is the young and enthusiastic 18-25 yr. oldswho are willing to try taking the not so much treaded path of buying the ‘sports bike’rather than a ‘utility two wheeler’. These young guns are very conscious of the stylequotient and look forward to their ride being a personality statement.With the increasing dispensable income in India and growing middle and upper middleclass segment Yamaha is sure to find many prospective customers. With news of Indiabecoming the breeding ground for millionaires Yamaha has certainly identified anopportunity and has grabbed it hands down.So the Yamaha’s Strategies to get success are : 1. Focus On Premium Segment of Indian Society. Projectsformba.blogspot.com
  • 135. Projectsformba.blogspot.com 2. Focus on Style & Racing (as It Is aiming at youths (Between the age of 18 – 24), as these young guns are very conscious of the style quotient and looking forward to their ride being a Personality Statement. 3. To make a trading path of buying the “Sport Bike” rather than a “utility Two Wheeler”. 4. To Become No. 1 in customer Satisfaction and is looking forward to providing the customer with an ‘experience’ with its products. 5. Strong Focus On technical Department. 6. To come up with as much as new model as it could so as to provide customer with a wide variety of choice. 7. The business strategies and principles of this company is customer fulfillment through quality service, research and development for introducing high end motorcycles and optimization of the working systemTHE 4 P’S OF INDIA YAMAHA MOTORSProduct : India Yamaha Motors has recently launched its sports bike R15 and FZS inthe 150cc. The bikes in the premium segment include MT01 and YZF R1. Yamaha isbringing its latest technologies to India and aims to come up with a new product for theIndian market every quarter.The reliability and riding quality of a Yamaha have already been established through itsearlier products.Price: The Yamaha range of products has been very competitively priced and theprices of its premium segment bikes MT01 and YZF R1 are priced much below anypresent or prospective competitor in the segment at Rs.10.5 lacs.Its other products like the R15 has also been priced optimally looking at thespecifications of the bike. The bike despite being only 150 cc provides around 22 BHP ofpower, more than any other bike in the 150-220cc. bracket. The bike has also broughtthe liquid cooled engine technology to India and other features like the styling etc. arealso quite new for the Indian market and hence considering what it gives you it is abargain at Rs.97, 500. Projectsformba.blogspot.com
  • 136. Projectsformba.blogspot.comPromotion: Yamaha has been constantly loosing market share over the last fewyears and has thus decided to change its brand image with change in its marketstrategy. The company now wants to be known for its style and speed. It looks to beknown as a sports bike manufacturer and not as an economy bike segment player.Taking these factors into consideration the company has started a complete makeoverof its image. The recent R15 and FZS ads on numerous channels on TV and other adson both electronic and print media vindicate the point.The company has also opened ‘Yamaha bike stations’ which are company ownedshowrooms and completely symbolize the brand image that Yamaha wants to achieve inIndia.Place: India Yamaha Motors has adopted a two tier marketing channel consisting ofthe Primary dealers at tier1 and the secondary dealers or retailers at tier2. In addition tothese two tiers there are also the ‘company owned showrooms’ and the multibrandoutlets.In order to Execute its Above Strategies Yamaha has Recently Launched ItsTwo Brand New Motor Cycles Fzs & R15 Which have been highlyappreciated by the Indian consumers , Following are the main features ofits new bikes .RECENT LAUNCHYAMAHA FZ-SYamaha FZ-S 150cc, a recently launched bike by the industry giant Yamaha. After thegrand success of FZ-16 Yamaha has finally launched its modified version (FZ-S) inIndia. This fabulous bike is equipped with all the necessary features one may think of. Itstands ahead in style and performance not only in its segment but beyond. This bike isbest suited for those who want elegance and power in one. It is designed andengineered with the capacity for active and aggressive enjoyment of around-town streetriding and styling, bringing a sense of pride for the owner of the bike. It is especiallydesigned to satiate riders desire for style and fashion. It is popularly referred as the“Stylish Macho Street Fighter” (Lord of the Streets).The primary features of Yamaha FZ-S include: Projectsformba.blogspot.com
  • 137. Projectsformba.blogspot.comYAMAHA YZF R15This is the latest offering from the Yamaha stable. The YZF R15 is the first truly sportsbike launched in India. The looks and design have been done keeping the bigger R1 inmind and hence the resemblance.The bike is priced at Rs.97,500 (ex-showroom) across India. It boasts of the first liquidcooled 4 valve engine in the two wheeler category which gives it better performance andpower. It is a 150cc bike having enough power to bring chills to the rider when he revsup the accelerator.In addition to the above Launched bikes Yamaha is planning to roll out Following BikesToo in the near future these are:FUTURE LAUNCHES Projectsformba.blogspot.com
  • 138. Projectsformba.blogspot.comYAMAHA R125The most advanced 125 production super sportmachine that Yamaha will launch in 2009 will beYZF-R125. This radical, high-revving, fuel-injected125 is the work of the same engineers who createdour legendary YZF-R1 and YZF-R6 super sportbikes.Expected In: July, 2009YAMAHA GLADIATOR 165Yamahas 165cc Gladiator will develop around 16.5PS and complete a 0 – 60 sprints in less than 5 seconds and it believed that Yamahahas already sent the bike for homologation and will launch its mid Next Year. Bike wasfirst displayed in last year’s Auto Expo.Expected In: July, 2009 ConclusionAfter The Separation Main focus of Yamaha has been to Capture the Indian MarketThrough its Product Which are Best In terms Of style & Design and is trying to achievethe target of 14% which it has laid down for the coming years its Recent Launched BikeFzS & R15 have shaken the market leader Like Bajaj & Hero Honda & is giving them atough competition & soon going Launch Few More Bikes in the market. But in a countrylike India where customer generally appreciates mileage it becomes necessary for acompany like Yamaha which produces Bikes whose prices are towards the higher end tofocus on other factors too which influence the consumer choice of Product like Prices ,After sale services and Many more. Projectsformba.blogspot.com
  • 139. Projectsformba.blogspot.com Projectsformba.blogspot.com
  • 140. Projectsformba.blogspot.com SYNOPSIS Intern’s Name: Mr. Hemrudra Pratap Singh Industry Guide: Mr. Mohit Sharma Faculty Guide: Mr. Bipin Singh Objective: The objective of our study was to know the market scenario of Second hand bike industry, to know the customer perception and satisfaction with after sales services regarding launching of new bikes FZ & FZS by Yamaha & to determine the factors influencing the choice of customers regarding bikes. Findings: We found that product of Yamaha is superb but consumers INDIA are not satisfied with the after sales services and pricing of the product.YAMAHA There were significant findings in the customer perception &MOTORS satisfaction study showing the impact of Gender, Income and Age on their choice of brands and other features in the bikes. Implications: The study would be of great help to the company giving out valuable insights about to improve their after sales services and would help in planning to reduce the prices as well as about the factors affecting customer choices. Perception of Industry Guide: Our industry guide was extremely knowledgeable and helped us in understanding the dynamics governing the industry. He was a constant guide in every step towards the completion of this project. He not only provided us with subjective knowledge but also emphasized on us being groomed for the corporate world and follow the virtues of discipline, dedication and righteousness towards the path of success. Projectsformba.blogspot.com
  • 141. Projectsformba.blogspot.com Projectsformba.blogspot.com