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Hero MotoCorp Sales and Marketing
- 1. H E R O M O T O C O R P L T D . • S AL E S AN D MARK E TIN G • P RE S E N TE D B Y; MD AS IF • B . COM( H ) 5 TH S E ME S TE R
- 2. INTRODUCTION Hero MotoCorpisthe World'ssinglelargest two-wheeler motorcycle company. Honda Motor Company of Japan and the Hero Groupentereda joint venture to setup Hero Honda MotorsLimited in 1984. Thejoint venture between India'sHero Groupand Honda Motor Company, Japanhas not only created the world'ssingle largest two-wheeler company but also oneof the most successful joint ventures worldwide. HeroMotoCorpLtd. formerlyknown as Hero Honda isworld's largest Two-Wheeler company. 1980s Hero Honda introducedlow cost- and fuel-efficientbikes in India. TheJapanese technology which came fromtheir Japanesepartner "Honda" in the Hero motorcycles made it a hugehit inIndian market. The company continued to use the same technology till they parted ways with Honda. The company offerswiderange of two wheelers includingmotor cycles and scooters.With its three manufacturing plants located at Haridwar, Gurgaonand Dharuhera,Herochurnsout approx. 3 million bikesin a year. Not only in manufacturingthe company is a real "hero"in customer service also with a huge network ofabout 3000 dealershipsand service centers acrosscountry.
- 3. REVIEW OF LITERATURE • CONSUMER BUYING BEHAVIOUR: • The main aim of marketingis meet and satisfy target customers need and wants buyer behavior refers to the peoples or organization conduct activities and together with the impact of various influence on them towards makingdecision on purchase of product and service in a market.The field of consumer behavior studies how individuals, groups and organization select, buy, use and dispose of goods, service, • idea, or experience to satisfy their needs and desires understanding consumer behavior and knowing customer is never simple. The wealth of products and service produced in a country make us economystrong. The behavior of human being during the purchase is being termedas –Buyer Behavior. Customer says one thing but do another. They maynot be in touch with their deeper motivations. They are responding to influences that change their mind at the last minute.
- 4. RESEARCHMETHODOLOGY RESEARCH METHODOLOGY: Section A: Objective 1. To know customer behavior for purchase of hero MotoCorp bike 2. To identify the factor which influences on customer decision 3. To know which medium play important role for purchasing bike. SectionB:ResearchPlan • Section A: Objective • 1. To know customer behavior for purchase of hero MotoCorp bike • 2. To identify the factor which influences on customer decision • 3. To know which medium play important role for purchasing bike. Research Design Descriptive RESEARCHMETHOD USED Survey Research TechniqueUsed QUESTIONNAIRE Data Collection Location) Okhla Sampling Plan Convenience Sample Size 39 SECTION B; RESEARCH PLAN
- 5. RESEARCHOBJECTIVE . To analyze buyer's behavior before purchasing a product from Hero MotoCorp. • →To learn more facts and knowledge about the company. • → To analyze the marketing strategies used are effective and beneficial to the • → To understand factors that influence the purchase decision.
- 6. COMPANY PROFILE • TECHNOLOGY In the 1980's Hero Honda pioneered the introductionof fuel-efficient, environment friendly four-stroke motorcycles in the country. Today, Hero MotoCorp continues to be technology pioneer. It became the first company to launchthe Fuel Injection (FI) technology in Indian motorcycles,with the launch of the GlamourFI in June 2006. PRODUCTS Hero MotoCorp's product range includes variety of motorcycles that have set the industry standards across all the market segments.The company also startedmanufacturingscooter in 2006. Hero MotoCorp offers large no. of products and caters to wide variety of requirements across all the segments.
- 7. • DISTRIBUTION The Company's growthin the two wheeler market in India is the result of an intrinsicabilityto increasereach in new geographies and growth markets.Hero MotoCorp's extensive sales and service network now spans close to 4500 customertouch points. These comprise a mix of authorizeddealerships,Service & Spare Parts outlets, and dealer – appoinment outlets across the company. • BRAND The company has been continuouslyinvesting in brand building utilizing not only the new product launch and new campaignlaunchopportunities but alsothrough innovativemarketing initiativesrevolving around cricket, entertainmentand ground- level activation.
- 8. LIMITATIONOF STUDY • During conducting period of this training, I come across following limitations. • Very often responded do not express their true feelings. In such case their habit, preference, practice cannot be assessed correctly. • Some of the respondents refuse to give the important information best known to them. • . Lack of experience. • However, in spite of the limitations all the efforts have been put to make the report correct, genuine, and fulfilling the objectives of the reports. • Limitations of the study: • During conducting period of this training, I come across following limitations. • Very often responded do not express their true feelings. In such case their habit, preference, practice cannot be assessed correctly. • Some of the respondents refuse to give the important information best known to them. • . Lack of experience. • However, in spite of the limitations all the efforts have been put to make the report correct, genuine, and fulfilling the objectives of the reports.
- 9. CONCLUSION • Most of the people know Hero motor crop Ltd. • Most of the people purchase bike on the basis of brand. • Most of the people like High Mileage bike. • Most of the people like Splendor of Hero motor crop Ltd.