Shashank project


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Shashank project

  1. 1. WINTER PROJECT 2012 Executive SummeryThe project is depending on the “COMPARATIVE STUDY OF CUSTOMERSATISFACTION TOWARD PERFORMANCE OF HERO HONDA, TVSAND BAJAJ”. This project shows the performance of this three companies andthe view of the customers toward those companies.In this project I had done the customer survey with the help of “Internet”. Forthis survey I made questioner and send it with the help of Google. With thatprocess I got the data of customer response toward these companies.The main reason behind that project is to know the performance of thesecompanies because those three companies are the India’s best two wheelercompanies. It also shows the customer satisfaction, customer preference,company’s service and sale of the bikes of this company.Such kind of survey shows the market position of the company, their position,customer’s problem toward company etc, and also it helps to the company toimprove their service and helps to solve their problems. 1
  2. 2. WINTER PROJECT 2012 SELECTION OF TOPICIn today’s market the sales of the is not the only way to get success, the servicesand the customer satisfaction is also important. The companies HERO HONDA,BAJAJ, & TVS are the world class companies in the two wheeler bikes. Thoseall are the highest two wheeler selling companies in India. But the performanceand the customers approach toward those companies is important.The topic “COMPARATIVE STUDY OF CUSTOMER SATISFACTIONTOWARD PERFORMANCE OF HERO HONDA, TVS AND BAJAJ” is a kindof survey that shows the performance of those companies. So this shows thecustomers view toward the companies and their problems about the companies.I select this topic because the topic helps me to understand the market positionof those companies and also help to know more about those companies, theirperformance and their services. It also helps me to know the customers demandand their satisfaction toward the products of the company, and the company’ssale.So it is helpful to me in my future reference and that’s the reason I select thistopic for my project. 2
  3. 3. WINTER PROJECT 2012 OBJECTIVES OF THE RESEARCH1. To analyze the customer satisfaction.2. To analyze the customer preference.3. To know which manufacturer is providing better services.4. To analyze after sales services of bikes.5. To study the behavioral factors of consumers in motor bikes.6. To suggest various factors to improve sales. 3
  4. 4. WINTER PROJECT 2012 SCOPEThe project was based on the A COMPARATIVE STUDY OF CUSTOMERSATISFACTION TOWARD PERFORMANCE OF HERO HONDA, TVS ANDBAJAJ BIKES and data was collected from the internet.This shows the company’s performance and the customer’s satisfaction towardthe company’s products. It also helps to know the customers demand and theexpected services from the companies.The project also helps to know the reasons behind the reduction of sales of thecompany’s product. So it is important for customer as well as the company. 4
  5. 5. WINTER PROJECT 2012 RESEARCH METHODOLOGYIt is well known fact that the most important step in marketing researchprocess is to define the problem. Choose for investigation because a problemwell defined is half solved. That was the reason that at most care was takenwhile defining various parameters of the problem. After giving throughbrain storming session, objectives were selected and the set on the base ofthese objectives. A questionnaire was designed major emphasis of which wasgathering new ideas or insight so as to determine and bind out solution to theproblems.DATA SOURCEResearch included gathering both Primary and Secondary data. Primary data isthe first hand data, which are selected a fresh and thus happen to be originalin character. Primary Data was crucial to know various customers and pastconsumer views about bikes and to calculate the market share of this brand inregards to other brands.Secondary data are those which has been collected by some one else andwhich already have been passed through statistical process. Secondary data hasbeen taken from internet, newspaper, magazines and companies web sites.RESEARCH APPROACHThe research approach was used survey method which is a widely usedmethod for data collection and best suited for descriptive type of researchsurvey includes research instrument like questionnaire which can bestructured and unstructured. Target population is well identified and variousmethods like personal interviews and telephone interviews are employed. 5
  6. 6. WINTER PROJECT 2012SAMPLING UNITIt gives the target population that will be sampled. This research was carriedwith the help of internet. These were 90 respondents.DATA COMPLETION AND ANALYSISAfter the data has been collected, it was tabulated and findings of the projectwere presented followed by analysis and interpretation to reach certainconclusion.Hypothesis 6
  7. 7. WINTER PROJECT 2012Bajaj Auto limited is one of the largest two wheeler manufacturing companyin India apart from producing two wheelers they also manufacture threewheelers. The company had started way back in 1945. Initially it used toimport the two wheelers from outside, but from 1959 it started manufacturingof two wheelers in the country. By the year 1970 Bajaj Auto had rolled out their100,000th vehicle. Bajaj scooters and motor cycles have become an integralpart of the Indian milieu and over the years have come to represent theaspirations of modern India. Bajaj Auto also has a technical tie up withKawasaki heavy industries of Japan to produce the latest motorcycles inIndia which are of world class quality The Bajaj Kawasaki eliminator hasemerged straight out of the drawing board of Kawasaki heavy industries. Thecore brand values of Bajaj Auto limited includes Learning, Innovation,Perfection, Speed and Transparency.Bajaj Auto has three manufacturing units in the country at Akurdi, Waluj andChakan in Maharashtra, western India, which produced 2,314,787 vehicles in2005-06. The sales are backed by a network of after sales service andmaintenance work shops all over the country.Bajaj Auto has products which cater to every segment of the Indian twowheeler market Bajaj CT 100 Dlx offers a great value for money at the entrylevel. Similarly Bajaj Discover 125 offers the consumer a greatperformance without making a big hole in the pocket. 7
  8. 8. WINTER PROJECT 2012 PROFILE:-FOUNDER JAMUNALAL BAJAJYear of Establishment 1926Industry Automotive- Two & Three WheelersBusiness Group The Bajaj GroupListings & its codes BSE – Code: 500490; NSE - Code: BAJAJAUTOPresence Distribution network covers 50 countries. Dominant presence in SriLanka, Bangladesh, Columbia, Guatemala, Peru, Egypt, Iran and Indonesia.Joint Venture Kawasaki Heavy Industries of Japan Akurdi Pune - 411035Registered & Head Office India Tel.: +(91)-(20)-27472851Works Akurdi, Pune 411035 Bajaj Nagar, Waluj Aurangabad 431136 Chakan Industrial Area, Chakan, PuneE-mail 8
  9. 9. WINTER PROJECT 2012KEY PERSONS:-Board of DirectorsRahul Bajaj ChairmanMadhur Bajaj Vice Chairman & Whole-Time DirectorRajiv Bajaj Managing DirectorSanjiv Bajaj Executive DirectorD.S. Mehta Whole-Time DirectorKantikumar R. Podar DirectorShekhar Bajaj DirectorD.J. Balaji Rao DirectorJ.N. Godrej DirectorS.H. Khan DirectorMrs. Suman Kirloskar DirectorNaresh Chandra DirectorNanoo Pamnani DirectorManish Kejriwal Director 9
  10. 10. WINTER PROJECT 2012Committees of the BoardAudit CommitteeS.H. Khan ChairmanD.J. Balaji RaoJ.N. GodrejNaresh ChandraNanoo Pamnani Shareholder’s & Invearor’s Grievance committee D. J. Balaji Rao Chairman J. N. Godrej Naresh Chandra S. H. Khan 10
  11. 11. WINTER PROJECT 2012Remuneration committeeD. J. Balaji Rao ChairmanS. H. KhanNaresh ChandraRegistered under the Indian Companies Act, VII of 1913REGISTERED OFFICE Akurdi, Pune 411 035WORKS Akurdi, Pune 411 035 Bajaj Nagar, Waluj Aurangabad 431 136 Chakan Industrial Area, Chakan, Pune 411 501 11
  12. 12. WINTER PROJECT 2012 Bajaj Autos Ltd.Bajaj Auto LimitedType PublicFounded 1945Headquarters Pune, IndiaKey people Rahul Bajaj (Chairman)Revenue Rs. 1,01,063 billion (2006) or USD 1.87 billionNet income Rs. 17,016 billionWebsite Bajaj Auto is a major Indian automobile manufacturer. It is Indias largest and the worlds 4th largest two- and three-wheeler maker. It is based in Pune, Maharashtra, with plants in Waluj near Aurangabad, Akurdi and Chakan, near Pune. Bajaj Auto makes motorscooters, motorcycles and the auto rickshaw. 12
  13. 13. WINTER PROJECT 2012COMPANYS HISTORYBajaj Auto came into existence on November 29, 1945 as M/s BachrajTrading Corporation Private Limited. It started off by selling importedtwo- and three- wheelers in India. In 1959, it obtained license from theGovernment of India to manufacture two- and three-wheelers and it wentpublic in 1960. In 1970, it rolled out its 100,000th vehicle. In 1977, it managedto produce and sell 100,000 vehicles in a single financial year. In 1985, itstarted producing at Waluj in Aurangabad. In 1986, it managed to produce andsell 500,000 vehicles in a single financial year. In 1995, it rolled out its tenmillionth vehicle and produced and sold 1 million vehicles in a year.Timeline of new releases 1971 - three-wheeler goods carrier 1972 - Bajaj Chetek 1976 - Bajaj Super 1977 - Rear engine Auto rickshaw 1981 - Bajaj M-50 1986 - Bajaj M-80, Kawasaki Bajaj KB100 1990 - Bajaj Sunny 1994 - Bajaj Classic 1995 - Bajaj Super Excel 1997 - Kawasaki Bajaj Boxer, Rear Engine Diesel Auto rickshaw 1998 - Kawasaki Bajaj Caliber, Legend(Indias first four-stroke scooter) 2000 - Bajaj Safire 2001 - Eliminator, Pulsar 2003 - Caliber115, Bajaj Wind 125, Bajaj Pulsar 2004 - Bajaj CT 100, New Bajaj Chetak 4-stroke with Wonder Gear,Bajaj 13
  14. 14. WINTER PROJECT 2012Discover DTS-i 2005 - Bajaj Wave, Bajaj Avenger, Bajaj Discover 2006 - Bajaj Platina 2007 - Bajaj Pulsar-200Scooters Bajaj Sunny Bajaj Chetak Bajaj Cub Bajaj Super Bajaj Wave Bajaj LegendMotorcycles Kawasaki Eliminator Bajaj Pulsar Bajaj Kawasaki Wind 125 Bajaj Boxer Bajaj CT 100 Bajaj Platina Bajaj Caliber Bajaj Discover Bajaj Avenger Bajaj Pulsar 220 DTS-Fi 14
  15. 15. WINTER PROJECT 2012Upcoming Models Bajaj Krystal Bajaj Blade Bajaj Sonic Bajaj XCD StringNew ImageThe company, over the last decade has successfully changed its image from ascooter manufacturer to a two wheeler manufacturer, product range rangingfrom Scooterettes to Scooters to Motorcycle. Its real growth in numbers hascome in the last 4 years after successful introduction of a few models in themotorcycle segment. The company is headed by Rahul Bajaj who is worth morethan US$1.5 billion. 15
  16. 16. WINTER PROJECT 2012India has the largest number of two wheelers in the world with 41.6 millionvehicles. India has a mix of 30 percent automobiles and 70 percent twowheelers in the country. India was the second largest two wheelermanufacturer in the world starting in the 1950’s with the birth ofAutomobile Products of India (API) that manufactured scooters. APImanufactured the Lambrettas but, another company, Bajaj Auto Ltd.surpassed API and remained through the turn of the century from itsassociation with Piaggio of Italy (manufacturer of Vespa).The license raj that existed between the1940s to1980s in India, did not allowforeign companies to enter the market and imports were tightly controlled.This regulatory maze, before the economic liberalization, made businesseasier for local players to have a seller’s market. Customers in India wereforced to wait 12 years to buy a scooter from Bajaj. The CEO of Bajajcommented that he did not need a marketing department, only a dispatchdepartment. By the year 1990, Bajaj had a waiting list that was twenty-sixtimes its annual output for scooters.The motorcycle segment had the same long wait times with threemanufacturers; Royal Enfield, Ideal Jawa, and Escorts. Royal Enfield made a350cc Bullet with the only four-stroke engine at that time and took the higherend of the market but, there was little competition for their customers. IdealJawa and Escorts took the middle and lower end of the marketrespectively.In the mid-1980s, the Indian government regulations changedand permitted foreign companies to enter the Indian market throughminority joint ventures. The two-wheeler market changed with four Indo-Japanese joint ventures: Hero Honda, TVS Suzuki, Bajaj Kawasaki andKinetic Honda. The entry of these foreign companies changed the Indian 16
  17. 17. WINTER PROJECT 2012market dynamics from the supply side to the demand side. With a largerselection of two-wheelers on the Indian market, consumers started to gaininfluence over the products they bought and raised higher customerexpectations. The industry produced more models, styling options, prices,and different fuel efficiencies. The foreign companies newtechnologies helped make the products more reliable and with better quality.Indian companies had to change to keep up with their global counterparts. 17
  18. 18. WINTER PROJECT 2012 BOARD OF DIRECTORSNo. Name of the Directors Designation1 Mr. Brijmohan Lall Munjal Chairman & Whole-time Director2 Mr. Pawan Munjal Managing Director3 Mr. Toshiaki Nakagawa Jt. Managing Director4 Mr. Takao Eguchi Whole-time Director5 Mr. Satyanand Munjal Non-executive Director6 Mr. Om Prakash Munjal Non-executive Director7 Mr. Tatsuhiro Oyama Non-executive Director8 Mr. Masahiro Takedagawa Non-executive Director9 Mr. Narinder Nath Vohra Non-executive & Independent Director10 Mr. Pradeep Dinodia Non-executive & Independent Director11 Gen.(Retd.) Ved Prakash Malik Non-executive & Independent Director12 Mr. Analjit Singh Non-executive & Independent Director13 Dr. Pritam Singh Non-executive & Independent Director14 Ms. Shobhana Bhartia Non-executive & Independent Director15 Dr. Vijay Laxman Kelkar Non-executive & Independent Director 18
  19. 19. WINTER PROJECT 2012Hero Honda Motorcycle Ltd.Type Public company BSE:HEROHONDA MFounded January 19, 1984 in Gurgaon, Haryana, IndiaHeadquarters Haryana, India Om Prakash Munjal, Founder Mr. Brijmohan Lall Munjal, ChairmanKey people Mr. Toshiaki Nakagawa, Joint Managing Director Mr. Pawan Munjal, Managing DirectorIndustry AutomotiveProducts Motorcycles, ScootersRevenue U$ 2.8 billionWebsite HERO HONDA HEADQUARTERS 19
  20. 20. WINTER PROJECT 2012Hero Honda Motorcycles Limited is an Indian manufacturer of motorcyclesand scooters. Hero Honda is a joint venture that began in 1984 between theHero group of India and Honda from Japan. It has been the worlds biggestmanufacturer of 2- wheeled motorized vehicles since 2001, when it produced1.3 million motorbikes in a single year. Hero Hondas Splendor is the worldslargest selling motorcycle. Its 2 plants are in Dharuhera and Gurgaon, both inHaryana, India. It specializes in dual use motorcycles that are low powered butvery fuel efficient.[ Models ]Bikes Hero Honda Splendor Plus Hero Honda Passion Plus Hero Honda Karizma Hero Honda CBZ Hero Honda Super Splendor Hero Honda CD Dawn Hero Honda CD Deluxe Hero Honda Achiever Hero Honda Glamour Hero Honda Ambition Hero Honda "Splendor" Model 20
  21. 21. WINTER PROJECT 2012COMPANY PROFILE“Hero”, is the brand name used by the Munjal brothers in the year 1956 withthe flagship company Hero Cycles. The two-wheeler manufacturing businessof bicycle components had originally started in the 1940’s and turned into theworld’s largest bicycle manufacturer today. Hero, is a name synonymous withtwo-wheelers in India today. The Munjals roll their own steel, make free wheelbicycle critical components and have diversified into different ventures likeproduct design. The Hero Group philosophy is: “To provide excellenttransportation to the common man at easily affordable prices and to providetotal satisfaction in all its spheres of activity”. The Hero group vision is tobuild long lasting relationships with everyone (customers, workers, dealersand vendors). The Hero Group has a passion for setting higher standardsand “Engineering Satisfaction” is the prime motivation, way of life and workculture of the Group.In the year 1984, Mr. Brijmohan Lal Munjal, the Chairman and ManagingDirector of Hero Honda Motors (HHM), headed an alliance between theMunjal family and Honda Motor Company Ltd. (HMC). HHM MissionStatement is: “We, at Hero Honda, are continuously striving for synergybetween technology, systems, and human resources to provide products andservices that meet the quality, performance, and price aspirations of ourcustomers. While doing so, we maintain the highest standards of ethics andsocietal responsibilities, constantly innovate products and processes, anddevelop teams that keep the momentum going to take the company toexcellence in the new millennium”. This alliance became one of the mostsuccessful joint ventures in India, until the year 1999 when HMC hadannounced a 100% subsidiary, Honda Motorcycle & Scooter India (HMSI).This announcement caused the HHM stock price to decrease by 30 percent thatsame day. Munjal had to come up with some new strategic decisions as, HMSIand other foreign new entry companies were causing increased intensity ofrivalry for HHM.GROWTHThe business growth of Hero Honda has been phenomenalthroughout its early days. The Munjal family started a modest business ofbicycle components. Hero Group expanded so big that by 2002 they had sold86 million bicycles producing16000 bicycles a day. Today Hero Honda has an assembly line of 9 differentmodels of motorcycles available. It holds the record for most popular bike inthe world by sales for Its Splendor model. Hero Honda Motors Limited wasestablished in joint venture with Honda Motors of Japan in 1984, to 21
  22. 22. WINTER PROJECT 2012manufacture motorcycles. It is currently the largest producer of Two Wheelersin the world. It sold 3 million bikes in the year 2005-2006. Recently it has alsoentered in scooter manufacturing, with its model PLEASURE mainly aimedat girls. The Hero Group has done business differently right from the startand that is what has helped them to achieve break- through in the competitivetwo-wheeler market. The Groups low key, but focused, style of managementhas earned the company plaudits amidst investors, employees, vendors anddealers, as also worldwide recognition.The growth of the Group through theyears has been influenced by a number of factors:Just-in-TimeThe Hero Group through the Hero Cycles Division was the first to introducethe concept of just-in-time inventory. The Group boasts of superboperational efficiencies. Every assembly line worker operates two machinessimultaneously to save time and improve productivity. The fact that most ofthe machines are either developed or fabricated in-house, has resulted in lowinventory levels. In Hero Cycles Limited, the just-in-time inventory principlehas been working since the beginning of production in the unit and isfunctional even till date.. This is the Japanese style of production and inIndia; Hero is probably the only company to have mastered the art of the just-in-time inventory principle.AncillarisationAn integral part of the Group strategy of doing business differently wasproviding support to ancillary units. There are over 300 ancillary units today,whose production is dedicated to Heros requirements and also a large numberof other vendors, which include some of the better known companies in theautomotive segment. Employee Policy:Another Striking feature within the Hero Group is the commitment anddedication of its workers. There is no organized labor union and familymembers of employees find ready employment within Hero. The philosophywith regard to labor management is "Hero is growing, grow with Hero."When it comes to workers benefits, the Hero Group is known for providingfacilities, further ahead of the industry norms. Long before other companiesdid so, Hero was giving its employees a uniform allowance, as well as HouseRent Allowance (HRA) and Leave Travel Allowance (LTA). Extra benefitstook the form of medical check-ups, not just for workers, but also for theimmediate family members. 22
  23. 23. WINTER PROJECT 2012Dealer NetworkThe relationship of Hero Group with their dealers is unique in its closeness.The dealers are considered a part of the Hero family. A nation-widedealer network comprising of over 5,000 outlets, and have a formidabledistribution system in place. Sales agents from Hero travels to all the cornersof the country, visiting dealers and send back daily postcards with informationon the stock position that day, turnover, fresh purchases, anticipated demandand also competitor action in the region. The manufacturing units have aseparate department to handle dealer complaints and problems and the firstresponse is always given in 24 hours.Financial PlanningThe Hero Group benefits from the Group Chairmans financial acumen and hisgrasp on technology, manufacturing and marketing. Group Company, HeroCycles Limited has one of the highest labor productivity rates in the world. InHero Honda Motors Limited, the focus is on financial and raw materialmanagement and a low employee turnover.QualityQuality at Hero is attained not just by modern plants and equipment and throughlatest technology, but by enforcing a strict discipline. At the Groupfactories, attaining quality standards is an everyday practice - a strictly pursueddiscipline. It comes from an amalgamation of the latest technology with deep-rooted experience derived from nearly four decades of hard labor. It is anattitude that masters the challenge of growth and change - change in consumersperceptions about products and new aspirations arising from a new generationof buyers. Constant technology up gradation ensures that the Group stays inthe global mainstream and maintains its competitive edge. With each of itsforeign collaborations, the Group goes onto strengthen its quality measures asper the book. The Group also employs the services of independent expertsfrom around the world to assist in new design and production processes. 23
  24. 24. WINTER PROJECT 2012DiversificationThroughout the years of enormous growth, the Group Chairman, Mr. Lall hasactively looked at diversification. A considerable level of backwardintegration in its manufacturing activities has been ample in the Groupsgrowth and led to the establishment of the Hero Cycles Cold RollingDivision, Munjal and Sunbeam Castings, Munjal Auto Components andMunjal Showa Limited amongst other component-manufacturing units.Then there were the expansion into the automotive segment with the settingup of Majestic Auto Limited, where the first indigenously designed moped,Hero Majestic, went into commercial production in 1978. Then came HeroMotors which introduced Hero Puch, in collaboration with global technologyleader Steyr Daimler Puch of Austria. Hero Honda Motors was establishedin 1984 to manufacture 100 cc motorcycles.The Hero Group also took a venture into other segments like exports,financial services, information technology, which includes customerresponse services and software development. Further expansion is expected inthe areas of Insurance and Telecommunication.The Hero Groups phenomenal growth is the result of constant innovations, aclose watch on costs and the dynamic leadership of the Group Chairman,characterized by a culture of entrepreneurship, of right attitudes and buildingstronger relationships with investors, partners, vendors and dealers andcustomers 24
  25. 25. WINTER PROJECT 2012TVS MOTOR COMPANYThe TVS group was established in 1911 by Shri. T. V. Sundaram Iyengar. Asone of India’s largest industrial entities it epitomizes Trust, Value and Service.It all began way back in 1984 when Sundaram Clayton Limited (A TVSGroup company) introduced its 50 CC mopeds in the arena of road racing,notching up unbelievable speeds of 105 kmph. Since then, there has been nolooking back for TVS Motor Company. TVS Racing was established in 1987with the objective of improving the performance of its bikes. Over the years ithas provided valuable data, design inputs, development of reliable motorcyclemodels, excellent vehicle dynamics & handling etc. The true evidence of it isseen in todays TVS Victor and TVS Fiero. Today, there are over thirtycompanies in the TVS Group, employing more than 40,000 people worldwideand with a turnover in excess of USD 2.2 billion.With steady growth, expansion and diversification, TVS commands a strongpresence in manufacturing of two-wheelers, auto components andcomputer peripherals. We also have vibrant businesses in the distribution ofheavy commercial vehicles passenger cars, finance and insurance.TVS Motor Company Limited, the flagship company of the USD 2.2 billionTVS Group, is the third largest two-wheeler manufacturer in India and amongthe top ten in the world, with an annual turnover of over USD 650 million.The year 1980 is one to be remembered for the Indian two-wheeler industry,with the roll out of TVS 50, Indias first two-seater moped that ushered in anera of affordable personal transportation. For the Indian Automobilesector, it was a breakthrough to be etched in history. TVS Motor Company 25
  26. 26. WINTER PROJECT 2012is the first two-wheeler manufacturer in the world to be honoured with thehallmark of Japanese Quality – The Deming Prize for Total QualityManagement.MANY FIRSTS TO THE AUTOMOTIVE INDUSTRY IN INDIATVS has been at the forefront in bringing a revolution in the way personalcommutation was happening, way back in the 1980s. Beginning withlaunching a simple, easy-to-use moped for the middle class in India in the1980s to launching 7 new bikes in a single day (first time in the history of theautomotive industry in the world), TVS has often taken the unbeaten path toinnovation. 26
  27. 27. WINTER PROJECT 2012Ushering in the personal transportation revolution1980 Launched TVS 50, Indias first 2 seater 50 cc moped1984 First Indian company to introduce 100 cc Indo - Japanese motorcycles Launched Indias First indigenous scooterette (sub - 100 cc1994 variomatic) - TVS Scooty Introduced Indias first catalytic converter enabled motorcycle, the1996 110 cc1997 Shogun Introduced Indias first 5 speed motorcycle, Shaolin2000 Launched Indias first 150 cc, 4 stroke motorcycle - The Fiero Launched Indias first fully indigenously designed and2001 manufactured motorcycle. revolutionary VT-I engine for the best in class mileage Launched the2004 in2006 TVS Centra Apache - first bike to win 6 awards in a row Launched TVS Apache RTR - first two wheeler in India to have racing inspired engine2007 and features. TVS Flame, TVS Scooty Electric Vehicle and Three wheeler TVS2008 King launched. 27
  28. 28. WINTER PROJECT 2012 TVS MOTORS LIMITED. TVS MOTORType Private conglomerate (BSE)Founded In 1911 by shri. T. V. Sundaram IyengerHeadquarters Chennai, Tamilnadu, India.Key Mr. venu srinivasan chairmanProducts Motorcycle, mopeds, ungeared scooters, automotive components.Revenue USD 2.2 billion (FY 2006)Employees 5,633 (2007)Website 28
  29. 29. WINTER PROJECT 2012TV Sundaram Iyengar and Sons Limited (TVSs) is the holding company forthe TVS Group of companies engaged in the manufacturing of almost allkinds of automotive components, best two wheelers and a few other industrialproducts. They are also into the financial services sector. The turnover of theentire group was close to $2 billion in 2003.TVS was founded by T. V.Sundaram Iyengar in 1911.It is the only automotive manufacturer in India to get the prestigious DemingPrize. One of its subsidiaries Sundaram Clayton was the first company inIndia to receive the Deming allowed by Sundaram Brake Linings also gettingthe Deming Prize. This prize is "given to organizations or divisions oforganizations that have achieved distinctive performance improvementthrough the application of TQM in a designated year." Sundaram Clayton wenton to be awarded the Japan Quality Medal.The TVS group of companies is mainly situated in Padi, Tamil Nadu, in theoutskirts of Chennai (formerly Madras).TVS MOTORSTVS Motor Company has its origin in SUndaram CLayton Limited, MopedDivision, started in 1980. The factory was started in Hosur, Tamilnadu insouthern India. The first product launched was a 50 cc moped, which appealedto the masses because of its capability to carry two people. In the samelocation, the same promotors started another company in 1984, incollaboration with Suzuki Motor Corporation of Japan, for the manufacture of100 cc motorcycles under the brand name of Ind-Suzuki Motorcycles.Subsequently in the moped division was bought by Ind SuzukiMotorcycles in 1987 and the company changed its name to TVS Suzuki Ltd.Even though the company started producing all kinds of two wheelers likemopeds, scooters and motorcycles, the collaboration with Suzuki continued 29
  30. 30. WINTER PROJECT 2012for the motorcycles only. The collaboration with Suzuki Motor Corporationended in 2001 and since then the name of the company changed to TVSMotor Company. The company now develops all types of two-wheelersthrough its own in house R&D facility and manufactures in three locations inIndia, Hosur in Tamlnadu, Mysore in Karnataka and Baddi in HimachalPradesh. It has recently started a new manufacturing plant in Indonesia tocater to the South east Asian market. The Chairman and Managing Directorof the Company is Mr. Venu Srinivasan who is the grandson of TV SundaramIyengar.TVS Group Companies Sundaram Brake Linings Sundaram Fastners Southern Roadways Sundaram Finance Sundharams Private Limited Brakes India Limited 30
  31. 31. WINTER PROJECT 2012THE MAJOR PRODUCTSMotorcycles TVS Ind Suzuki AX 100 TVS MAX 100 TVS MAX R 100 TVS Supra TVS Suzuki Samurai TVS Suzuki Shogun TVS Suzuki Shaolin TVS Suzuki Fiero TVS Fiero TVS Star TVS Star City TVS Star city deluxe TVS Star Sport TVS Fiero F2 TVS Fiero FX TVS Centra TVS Victor (110 cc) TVS Victor GLX (125 cc) TVS Victor EDGE (125 cc) TVS Flame (125 cc,ccvti technology) TVS Apache (150 cc,13.7 Ps @8500rpm) TVS Apache RTR 160 TVS Apache RTR 160 EFI (Electronic Fuel Injection) TVS Flame 31
  32. 32. WINTER PROJECT 2012Scooterettes TVS Scooty ES (60 cc) TVS Scooty KS (60 cc) TVS Scooty Pep (75 cc) TVS Scooty Pep + (90 cc) TVS Teenz TVS Teenz ElectricMopeds TVS XL 50(50 cc) TVS XL (60 cc TVS Eco TVS Astra TVS XL Super (60 cc) TVS XL Super Heavy Duty TVS Champ (60 cc) TVS Super Champ (60 cc) 32
  33. 33. WINTER PROJECT 2012BAJAJ PULSAR 150Price (ex-showroom, Mumbai) Rs 49,400-53,000Top speed 107kph0-60kph 6.25secKpl 59.6 (overall)HERO HONDA CBZ X-TREMEPrice Rs 56000Displacement 150 ccWeight: 141 Kgs (Kick Start) / 143 Kgs(Electric Start)4-stroke single cylinderIdle engine speed 1400 rpmTVS APACHEPrice: Rs.58,600/- (Pune)Displacement 150 ccGood Balance, Good brakes4-stroke single cylinderElectric start & kick start optionSix-spoke black alloy wheels 33
  34. 34. WINTER PROJECT 2012INTRODUCTIONResearch means detailed study of a problem. Here the details of the marketingproblem are collected and studied, conclusions are drawn and suggestions are madeto solve the problem quickly, correctly and systematically. In MR, specific marketingproblem is studied in depth by collecting and analyzing all relevant information andsolution are suggested to solve the problem which may be related to consumers,product, market competition, sales promotion and so on.MR is special branch of marketing management. It is comparatively of recent in origin.MR acts as an important tool to study buyer behaviour, changes in consumer lifestyleand consumption patterns, brand loyalty and forecast market changes.In brief, MR facilitates accurate marketing decisions for consumer satisfaction on theone hand and sales promotion on the other hand. It is rightly treated as the soul ofmodern marketing management. MR suggests possible solution on marketing problemto marketing manager for is consideration and final selection. It is rightly said that thebeginning and end of marketing management is marketing research. It is primarilyused to provide information needed to guide marketing decision, market mix. It acts asa support system to marketing management. 34
  35. 35. WINTER PROJECT 2012 INCREASING NEED OF MARKETING REEARCH1) Growth and complexity of markets:- markets are no more local in character. They are now national and even global in character. The marketing activity is becoming increasingly complex and global market and consumers directly. Similarly, they have no control on the marketing system once the goods are sold out.2) To middlemen. This situation creates new problem before the manufacturers which can be faced effectively through MR as it acts as a feed-back mechanism to ascertain first hand information, reaction, etc. of consumer and middleman. Marketing activities can be adjusted accordingly.3) Wide gap between producers and consumers:- marketing research is needed as there is a wide gap between producers and consumers in the present marketing system. Due to mass scal production and distribution, direct contact between producers and consumers. Producers do not get dependable information as regards needs, expectation and reactions of consumers; they are unable to adjust their products, packaging, prices, etc. as per the needs of consumers. The problem created due to information gap can be solved only through MR as it possible to establish contact with consumers and collect first and information about their needs, expectation, likes, dislikes, preferences and special features of their behavior. Thus, MR is needed for removing the wide communication gap between producers and consumers.4) Changes in the composition of population and pattern of consumption:- in India, many changes are taking place in the composition of population. There is a shift of population from rural to urban areas. There have been considerable changes in the consumption and expenditure patterns of consumers in India. The incomes of the people, in general, are rising. This brings corresponding increase in their purchasing capacity and buying needs and habits. The demand for consumer durables is fast increasing. The market are niw flooded with consumer durables like TV sets and so on. Manufacturers are expected to know such qualitative and quantitative changes in the consumer preferences and their consumption pattern. For achieving this objective, MR 35
  36. 36. WINTER PROJECT 2012 activities are necessary and useful. In brief, MR is needed for the study of changes in the pattern of consumption and corresponding adjustment in the marketing planning, policies strategies.5) Growing importance of consumers in marketing:- consumers occupy key position in modern marketing system. They are now well informed about market trends, goods available, consumer rights and protection available to them through consumer protection acts, the growth of consumerism has created new challenges before manufacturers and traders. Even growing customer expectations create situation when manufacturers have to understand such expectations and adjust the production policies accordingly. Indifference towards consumer expectations may lead to loss o business. In the present marketing system, consumers cannot be taken for granted. Marketing research particularly consumer research gives valuable data relating to consumers. It is possible to use such data fruitfully while framing marketing policies. Thus, marketing decisions can be made pro consumer through marketing research activities.6) Shift of competition from price to non-price factors:- cut-throat competition is unavoidable in the present marketing field. Such competition may be due to various factors such as price, quality, and packaging, advertising and sales promotion techniques. Entry of new competitors creates new problems in the marketing of goods and services. In addition, market competition is no more restricted to price factor alone. There are other non price factors such as packaging, branding, after sales and advertising which creates severe market competition. Every producer has to find out the extent of such non-price competition and the manner in which he can face it with confidence. MR is needed as it offers guidance in this regards. A manufacturer can face market competition even by using certain non-price factors. The shifting of competition from price to non-price factors has made marketing of consumer goods more complicated and challenging. This challenge can be faced with confidence by using certain measures through marketing research. 36
  37. 37. WINTER PROJECT 20127) Need of prompt decision making:- in competitive marketing, marketing executive have to take quick and correct decision. Companies have to develop and market new products more quickly than ever before. However, such decision is always difficult. Moreover, wrong decisions may bring loss to the organization. For correct decision making, marketing executive need reliable data and up to date market information. Here, MR comes to the rescue of marketing manager. Problems in marketing are located, defined, analyzed and solved through MR techniques. This suggests its need as a tool for decision making. MR is needed as a tool for reasonably accurate decision making in the present highly competitive market system. 37
  38. 38. WINTER PROJECT 2012 Q1) Which bike do you have? HERO HONDA 30 BAJAJ 30 TVS 30 HERO HONDA BAJAJ TVSINTERPRETATION: - As per the above 90 customers survey it is clear that allthe three company’s bikes are preferred equally by the customers. i.e. HEROHONDA 30 customers, TVS 30 customers, and BAJAJ 30 customer. 38
  39. 39. WINTER PROJECT 2012Age Wise Interpretation Age Hero TVS Bajaj Honda 20-35 15 10 17 36-50 13 12 6 50 & 2 8 7 above total 30 30 30 Chart Title 35 30 no. of people 25 20 15 10 5 0 Hero honda TVS Bajaj 50 & above 2 8 7 36-50 13 12 6 20-35 15 10 17Interpretation:- Most of the customers between the age group 20-35 prefersBAJAJ Bikes i.e. 17 customers. While the customers between this age group forhero Honda and TVS are comparatively less i.e 15 and 10 respectively. Most of the customers between the age group 36-50 preferHERO HONDA Bikes i.e. 13 customers. While the customers for TVS are quitelow i.e 12 and customers for Bajaj are too less i.e. 6. 39
  40. 40. WINTER PROJECT 2012 Most of the customers with age group 51 & above prefer TVSbikes i.e. 8.while few customers prefer bajaj i.e. 7, customers for Hero Hondaare very less i.e. 2.Q2) Which Model do you Have? Hero Bajaj TVS Honda Splender 13 CT 100 5 Flame 4 Passion 5 Discover 11 Star city 9 Karizma 2 pulsar 10 Apache 7 Any 10 Any other 4 Any other 10 other 40
  41. 41. WINTER PROJECT 2012 HERO HONDA HERO HONDA 14 12 NO.OF VEHICLE 10 8 6 4 2 0 Splender Passion Series1 Karizma Any other Splender Passion Karizma Any other Series1 13 5 2 10INTERPRETATION: - For Hero Honda most of the customers have splendor while the ratioof the customers using Passion, Karizma and other bikes are comparatively low. The reasonbehind splendor being famous is its good mileage. 41
  42. 42. WINTER PROJECT 2012 BAJAJ BAJAJ 12 10 NO. OFVEHICLE 8 6 4 2 0 CT 100 Discover pulsar Any other 5 11 10 4INTERPRETATION: - In Bajaj the customers are giving more preference toDiscover and Pulsar models. Because both the models have good pickup. 42
  43. 43. WINTER PROJECT 2012 TVS TVS 10 9 8 7 NO. OF VEHICLE 6 5 4 3 2 1 0 Flame Star city Apache Any other Flame Star city Apache Any other 4 9 7 10INTERPRETATION:- In TVS Bikes the customers are giving more preference to theother models rather than Flame, Star city and Apache. 43
  44. 44. WINTER PROJECT 2012 Q3) In which family Income level do you Fall? 100000-200000 22 200000-300000 45 300000-400000 23 Above 400000 10 50 45 40 35no. of people 30 25 20 15 10 5 0 100000- 200000- 300000- Above 200000 300000 400000 400000 22 45 23 10 INTERPRETATION: - The maximum numbers of customers that are using these bikes fall in the income group of 200000-300000. While this ratio is minimum in case of customers whose income level fall between 300000- 400000. People between the income level 100000-200000 cannot afford such bikes, and the preference level for such bikes lowers from 400000 & above as they prefer four wheelers’. 44
  45. 45. WINTER PROJECT 2012Q4) For how long do you own a bike? 0-1 year 34 1-2 year 29 2-3 year 26 3-4 year 11 40 35 30 no.of people 25 20 15 10 5 0 0-1 year 1-2 year 2-3 year 3-4 year yearsINTERPRETATION: - It is observed that mostly the customers arehaving new bikes. This is because the customers are attracted towards newbikes with add on features & do not prefer using one bike for more thantwo years. 45
  46. 46. WINTER PROJECT 2012 Q5) For what purpose do you use your Motor Bike? Hero Honda Bajaj TVS Office purpose 13 42 38 Personal purpose 17 15 27 Joy purpose 10 18 10 Other 40 15 15 45 40 35 30 25 Hero Honda 20 Bajaj 15 TVS 10 5 0 Office Personal Joy Other purpose purpose purpose INTERPRETATION:- The customers are using their bikes mostly for official and personal purpose. People preferring bikes for office purpose are seen highest in bajaj,i.e. 42. People preferring bikes for personal purpose are seen highest in TVS, i.e. 27. People 46
  47. 47. WINTER PROJECT 2012preferring bikes for joy purpose are seen highest in bajaj, i.e. 18. People preferring bikes for otherpurpose are seen highest in Hero Honda, i.e. 40. Q6) How do you come to know about this Motor Bike? Hero Honda Bajaj TVS Newspaper 28 33 22 Television 22 28 18 Magazine 8 16 28 Friends & Relative 37 13 22 40 35 30 25 Hero Honda 20 Bajaj 15 TVS 10 5 0 47
  48. 48. WINTER PROJECT 2012 INTERPRETATION: - It is observed that the awareness of Hero Honda bikes mostly comes from friends while of Bajaj and TVS the awareness comes from newspapers and televisions. Q7) Does Advertisement Influence your decision in choosing a Motor bike? Yes 65 No 15 Can’t say 10Can’t say No Yes 0 10 20 30 40 50 60 70 Yes No Can’t say 65 15 10 INTERPRETATION: - Out of the sample size of 90 customers, 65 customers agrees with the fact that advertisements play a very significant role in influencing their behavior to choose the bike. On the other hand 15 48
  49. 49. WINTER PROJECT 2012customers do not agree to this fact. While remaining 10 customers are notsure about it.Q8 Are you satisfied with the performance of the bike that you arecurrently having? Yes 55 No 28 Can’t say 7 7 Yes 28 No 55 Can’t say 49
  50. 50. WINTER PROJECT 2012 INTERPRETATION:- Out of the sample size of 90 customers, 55 customers says that they are satisfied with the performance of their bikes. On the other hand 28 customers are not satisfied with the performance of the bikes that they are having. While the remaining 10 customers are unable to say anything. Q9) Do you have full knowledge about Bikes before buying? Hero Honda Bajaj TVSYes 42 34 37No 37 27 22Can’t say 11 29 31 50
  51. 51. WINTER PROJECT 201245403530 Hero Honda25 Bajaj20 TVS1510 5 0 Yes No Can’t say INTERPRET ATION:- It is observed that most of the customers are having full knowledge of the bike before purchasing. 51
  52. 52. WINTER PROJECT 2012 Q10) Which Factor below Influence your decision? Hero Honda Bajaj TVSPrice 17 22 28Mileage 28 15 15Quality 11 20 16Resale Value 12 14 17Status symbol 32 19 14 52
  53. 53. WINTER PROJECT 2012 Hero Honda3530252015 Hero Honda10 5 0 Q… S… P… R… M…INTERPRETATION:- In Hero Honda bikes the mileage of the bike and thevalue that it adds to the status symbol of the customers influences thedecision criteria of most of the customers. 53
  54. 54. WINTER PROJECT 2012 Bajaj25201510 Bajaj 5 0INTERPRETATION:- In Bajaj bikes customers gets more influenced bythe price and quality of the bike and also they think that it adds value totheir prestige. 54
  55. 55. WINTER PROJECT 2012 TVS3025201510 TVS 5 0 INTERPRETATION: - In TVS bike the economic price of the bikes influences the buying behavior of the customers. 55
  56. 56. WINTER PROJECT 2012 Q11) How would you rate the following factors of Bikes with respect to different company? HERO HONDA BAJAJ TVSMileage 74% 72% 68%Price 68% 65% 47%Pick-up 70% 80% 62%Maintenance 58% 62% 74%Look & shape 85% 80% 72%Brand Image 53% 55% 69%90%80%70%60%50%40% Hero Honda30%20% Bajaj10% TVS 0% Mileage Price Maintenance Look & Shape Brand Image Pick up INTERPRETATION: - It is observed that in rating of different features of different bikes people give maximum rating to the look and shape of the bike. At the second level they give their rating to the pickup. At the third level they rate mileage. And at the fourth level they give points to maintenance. At last they rate price and brand image. 56
  57. 57. WINTER PROJECT 2012 Q12) If new Bike with good features comes in, then would you like to change your bike? Hero Honda Bajaj TVSYes 10 16 14No 16 11 11Can’t say 4 3 5 57
  58. 58. WINTER PROJECT 2012 18 16 14 12 10 Hero Honda 8 Bajaj 6 TVS 4 2 0 Yes No Can’t sayINTERPRETATION:- It is observed that the customers of Hero Hondabikes are not ready to change their bikes even if a new bike comes in withgood features. While majority of the customers of Bajaj and TVS are readyto change their bikes if new bike provides some good features to them. 58
  59. 59. WINTER PROJECT 2012OVERALL INTERPRETATION OF THE DATA The young generation is mostly attracted towards BAJAJ bikes due to sporty look and sporty features. The middle age people prefers Hero Honda due to its mileage and maintenance. While the older ones are attracted towards TVS because of its comfort. The sales of the models from the three companies which are significantly high are Hero Honda - Splendor Bajaj - discover and pulsar TVS - other models It is observed that mostly middle class customers prefer these bikes It is also seen that people tend to buy particular bike due to friends suggestion. Other factors includes the media, as it also plays a vital role in influencing the buying decision of customers. Most of the customers are satisfied in the performance of their bikes. The reason is that people gather full knowledge before purchasing their bikes and prefer bikes according to their individual requirements. It is also seen that many people are attracted toward new technology and therefore get attracted towards newer models in bikes. 59
  60. 60. WINTER PROJECT 2012LIMITATIONS1. Research work was carried out in one Distt of U.P. (BAREILLY) only the findingmay not be applicable to the other parts of the country because of social andcultural differences.2. The sample was collected using connivance-sampling techniques. As such resultmay not give an exact representation of the population.3. Shortage of time is also reason for incomprehensiveness.4. The views of the people are biased therefore it doesn’t reflect true picture. 60
  61. 61. WINTER PROJECT 2012FINDINGSDuring this research project I came in to contact with many customers who arehaving bikes. It has been found that in Hero Honda mostly the customers arehaving splendor while the ratio of the customers using Passion, Karizma andother bikes are comparatively low. In Bajaj the customers are giving morepreference to Discover and Pulsar models and in case of TVS Bikes thecustomers are givig more preference to the other models rather thanFlame,Starcityand Apache. The maximum numbers of customers that are usingthese bikes fall in the income group of 200000-300000.It has been observed that the customers are using their bikes mostly forofficial and personal purpose. It is observed that the awareness of Hero Hondabikes mostly comes from friends while of Bajaj and TVS the awarenesscomes from newspapers and televisions. Out of the sample size of 90customers, 65 customers agree with the fact that advertisements play a verysignificant role in influencing their behavior to choose the bike. On the otherhand 15 customers do not agree to this fact. While remaining 10 customers arenot sure about it.When the customers are asked that are they satisfied with the performance oftheir bikes then most of them agrees to the fact. Out of the sample sizeof 90 customers, 55 customers says that they are satisfied with theperformance of their bikes. On the other hand 28 customers are not satisfiedwith the performance of the bikes that they are having. While the remaining10 customers are unable to say anything. It is observed that most of thecustomers are having full knowledge of the bike before purchasingIt has been seen that In Hero Honda bikes the mileage of the bike and thevalue that it adds to the status symbol of the customers influences the decisioncriteria of most of the customers. In Bajaj bikes customers gets moreinfluenced by the price and quality of the bike and also they think that it addsvalue to their prestige. While in case of TVS bike the economic price of thebikes influences the buying behavior of the customers.It is observed that in rating of different features of different bikes people givemaximum rating to the look and shape of the bike. At the second level theygive their rating to the pick up. At the third level they rate mileage. And at thefourth level they give points to maintenance. At last they rate price and brandimage. 61
  62. 62. WINTER PROJECT 2012It is observed that the customers of Hero Honda bikes are not ready to changetheir bikes even if a new bike comes in with good features. While majorityof the customers of Bajaj and TVS are ready to change their bikes if newbike provides some good features to them. 62
  63. 63. WINTER PROJECT 2012Conclusion1. Most of the Flame, Apache, Pulsar, CBZ & Karizma are purchased byyoung generation 18 to 30 years because they prefer stylish looks and restof the models of Hero Honda, TVS and Bajaj are purchased more by dailyusers who needs more average of bikes than looks.2. Hero Honda is considered to be most fuel-efficient bike on Indian roads.3. Service & Spare parts are available throughout India in local markets also.4. While buying a motorcycle, economy is the main consideration inform of maintenance cost, fuel efficiency.5. Majority of the respondent had bought their motorcycle more than 3 years. 63
  64. 64. WINTER PROJECT 2012RECOMMENDATIONS1. Bajaj should introduce some more models having more engine power.2. Hero Honda should think about fuel efficiency in case of upper segment bikes.3. More service centers should be opened.4. Maintenance cost and the availability of the spare parts should also be given due importance.5. They also introduce some good finance/discount schemes for students.6. The price should be economic. 64
  65. 65. WINTER PROJECT 2012BIBLIOGRAPHY1. www.herohonda.com2. www.bajaj.com4. www.twowheeler.com5. 65
  66. 66. WINTER PROJECT 2012 QUESTIONNAIRE Name:________________________________________ Sex:_____________________ Age:______________ Occupation:___________________ Contact number:_____________________ Q 1. Which bike do you have?A) Hero HondaB) BAJAJC) TVSQ2. Which model do you have?Hero Honda:A) Splendor B) passion C) karizma D) otherBajaj:A) CT 100 B) discoverC) pulsar D) otherTVS:A) Flame B) apacheC) Star city D) other 66
  67. 67. WINTER PROJECT 2012Q3. In which family income do you fall? A) 100000-200000 B) 200000-300000 c) 300000-400000 D) 400000 & aboveQ4. For how long do you own bike? A) 0-1 year B) 1-2 year c) 2-3 year D) 4 & above yearQ5. For what purpose do you use motor bike? A) Office purpose B) personal purpose C) joy purpose D) otherQ6. How do you come to know about this motor bike? A) News paper B) Television C) magazine D) friends/ relativesQ7. Are you satisfied with the performance of the bike that you are having currently? A) Yes B) No C) Can’t sayQ8. Does advertisement influence your decision in choosing a motor bike? A) Yes B) No C) Can’t sayQ9. Do you have full knowledge about the bikes before bikes? A) Yes B) No C) Can’t say 67
  68. 68. WINTER PROJECT 2012 Q10 which factor below influence your decision? A) Price B) mileage C) Quality D) Resale value E) Status Q11. How would you relate the following factor of bikes with respect to differentcompanies? HERO HONDA BAJAJ TVS Mileage Price Pick-up Maintenance Look & shape Brand Image Q12. If new bike with good features come in, then would you like to change your bikes? A) Yes B) No C) Can’t say Q13. Any suggestion for company? ---------------------------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------- 68
  69. 69. WINTER PROJECT 201269