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Yamaha india

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Yamaha india

  1. 1. Competitive Analysis and Customer Satisfaction Survey Of Yamaha and its competitors (Special case for Yamaha Motor , India) Submitted by Yuvraj shah
  2. 2. About the Company India Yamaha Motor Pvt. Ltd. , is a fully owned subsidiary of Yamaha Motor Corporation(Japan). Manufacturing Plants of the company in India are located at Faridabad (Haryana) and Surajpur (Uttar Pradesh). • Strong work force of 2000 Employees. • Country wide network of 400 Dealers.
  3. 3. Objective of Research • To study Demographic and Psychographic Profile of potential customers of Motorcycles in NCR (who have purchased their Motorcycles in Year , 2009). • To study customer satisfaction toward Product and Service offered by Company (Yamaha and its competitors). Research Methodology Research Design: Research is based on Descriptive Analysis. Method of Data Collection: Primary Data : Data has been collected directly from customers Secondary Data : Published reports, Magazines, etc.. Sampling Method: Random Sampling Method. Sample size: 280 respondents. Hero Honda : 60 Yamaha : 60 Bajaj : 60 Honda : 40 TVS : 60 Survey Time Period: 2nd June to 24th June, 2010
  4. 4. Amity University Botanical garden Kashmiri gate Yamuna Bank Dealers Focused Places Service centers
  5. 5. Marital Status: Yamaha 57% Hero Honda  Customers Whose Marital Status is Single: • Yamaha is the most preferred brand among them. • Bajaj , T.V.S and Honda are also doing well in this segment. • Hero Honda holds lesser %age of customers in this segment comparative to others. 43% 42% 58% Bajaj 47% T.V.S 48% 52% Honda 49%  Customers Whose Marital Status is Married • Hero Honda is the most preferred brand among them. • Bajaj , T.V.S and Honda are also doing well in this segment. • Yamaha need to focus on this segment to gain more market share. 53% 51% 0% 10% 20% 30% 40% 50% Single 60% 70% 80% 90% 100% Married Age : Yamaha 40% Hero Honda 38% Bajaj 0% 10% 21-25 Yrs 20% 7% 3% 8% 12% 35% 44% 10% 17% 32% 30% Honda 23% 27% 34% TVS Below 20 27% 20% 20% 8% 38% 30% 26-30 Yrs 40% 31-35 Yrs 50% 60% 36-40 Yrs 8% 70% 40-45 Yrs 2% 80% 7% 10% 90% 46-50 Yrs  21 – 25 Yrs Yamaha have good Market share in this age group but Honda is ahead to Yamaha, other players are also doing well.  26 – 30 Yrs Yamaha is lagging in this age group in the comparison to its competitors. Honda have good presence among the customers of this age group, Bajaj and TVS are also doing good.  31 – 35 Yrs Yamaha have very good presence among the customers of this age group. Hero Honda and TVS also holds good market share but Honda and Bajaj are lagging .  36 – 40 Yrs The presence of Bajaj among the customers of this age group is remarkable, rest all the players are doing Fine.  41 – 45 Yrs Yamaha and Honda are absent among the customers of this age group. While performance of TVS is better in the comparison to Hero Honda and Bajaj.  46 – 50 Only Hero Honda holds customer from this age group 100%  > 51 years No respondents fall in this category >51 Yrs
  6. 6. Occupation of Motorcycle Riders Pvt. Company Employee Most of the customers of Bajaj, Hero Honda and Honda belong to this category, while Yamaha also have good no. of customers from this category. Hero Honda 45% 27% 1% 27%  Govt. Company Employee Bajaj and Hero Honda have good Presence among the Bajaj 56% 22% 2% 20% customers of this category . But Yamaha performance is not so good.  Self Employed T.V.S 33% 17% 23% 27% Yamaha, Honda and TVS have goof Presence among the Customers of this Category. While Hero Honda Honda 56% 15% 15% 1% 13% and Bajaj have very less no. of customers belong to this category 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%  Student Yamaha is most famous brand among Students. Pvt. Company Govt. / Public Company Self Employeed Professional Student Yamaha 32% 12% 25% 2% 30% Qualification of Motorcycle Riders Yamaha 2% Hero Honda 67% 5% Bajaj T.V.S 15% 7% 73% 15% 3% Honda 28% 17% 55% 13% 59% 10% 20% Less than 10th Std 30% 40% 10 - 12th std  Maximum no. of Graduate Students favor Hero Honda and next to it is Yamaha.  Yamaha , Bajaj and T.V.S also have good presence among 10 – 12th std qualified students.  Maximum no. of Post Graduates favor Honda followed by Hero Honda. Yamaha and Bajaj equal % age of Post graduate students. 22% 61% 8% 0% 17% 28% 50% Graduate 60% 70% Post graduate 80% 5% 90% Professional 100%
  7. 7. Monthly House hold Income Yamaha 2% 10% Hero Honda 3%3% Bajaj 13% 5% T.V.S Honda 18% 3% 5% 42% 23% 20% 15% 23% 19% 27% 21% 10% 10% 22% 27% 12% 0% 18% 36% 20% 30% 5% 23% 40% 24% 15% 15% 50% 60% 70% 5,000 below 5,001 - 10,000 10,001 - 15,000 20,001 -25,000 25,001 - 30,000  Hero Honda is the only brand which have presence in all the M.H.I. groups  Yamaha have highest stake in income group of above Rs.30,001 11% 8% 21% 80% 90% 100% 15,001 - 20,000 above 30,001 Usage of Motorcycle Yamaha 33% Hero Honda 3%3% 36% 48% 4% 0% 17% 6% 2% 20% 25% 2% 1% Bajaj 43% 4% 1% 27% 20% 3% 2% T.V.S 43% 4% 1% 28% 20% 2% 2% Honda 45% 0% 10% 20% Commute to office/work/College Moving Near by House Others 6% 0% 30% 40% Long ride Touring Family Purpose 50% 21% 60% 25% 70% 80% Carrying Load Racing on Street 3% 90% 100%  Maximum Utilization of Motorcycle in case of the Players is Commute to office / Work / College, while incase of Yamaha the Maximum utilization is Moving Near by house.  Bajaj and Hero Honda commuters have good utilization of bike for Family purpose  Yamaha bikes also have great utilization for Racing on Street.
  8. 8. Awareness about the Product Yamaha 23% Hero Honda Bajaj 17% 6% T.V.S 21% 10% 17%  Incase of Hero Honda and Bajaj and T.V.S maximum awareness of product is taking place through Family Friends and Visibility on Road, While in case of Yamaha these two factors are Very Less effective . 15% 37% 36% 1% 10% 2% 31% 22% 31% 20% 7% 37% 2% 7% 18% 0% 17% 3% 7% 1% 19% 11% Honda 23% 34% 17% 50% 60% 24% 70% 80% 10% 30% 40% 90% Walk in at Dealer TV Advertisement Radio Internet Newspaper Automagzine Dealer Activity Family Friends Visibility on Road Others  Incase of Yamaha Maximum awareness of Product is taking place through Walk in at Dealer and TV Advertisement. 100%  Automagzine is playing most effective role in case of Yamaha and next to it incase of TVS.  Awareness Via Newspaper is effective incase of Yamaha and Honda.
  9. 9. Shopping Yamaha 3% 82% Hero Honda 15% 83% Bajaj 10% T.V.S 10% Honda 66% 0% 24% 73% 15% 17% 62% 10% 20% 30% Regularly 40% Most of the Respondents for all the brands go for Shopping during weekends 17% 23% 50% Sometimes 60% 70% Rarely 80% 90% 100% Never Watch Movies Yamaha Hero Honda 32% 7% Bajaj 5% Honda 15% 51% 38% 10% 12% 52% 31% 10% 0% 48% 27% 5% T.V.S 32% 50% 31% 20% Regularly 14% 30% 7% 49% 40% Sometimes 50% 60% Rarely 70% Never 10% 80% 90% 100%  Most of the customers for all the brands rarely go to watch Movies.  Those customers who go to watch Movies regularly is maximum incase of Yamaha.
  10. 10. Visit Disc and Pub Yamaha 7% Hero Honda 2% 18% 13% Bajaj 2% 2% T.V.S 0% 52% 32% 8% 64% 43% 50% 46% 10% 20% Regularly  Yamaha have maximum no. of customers who visit Disc and Pub regularly in the Comparison to others.  Most of the Respondents of Hero Honda , Bajaj and T.V.S don’t prefer to go Disc and Pub.  Maximum no. of Respondents of Yamaha and Honda Prefer to Visit Disc and Pub Rarely. 27% 33% 7% Honda 48% 46% 30% 40% 50% 60% Sometime Rarely 70% 80% Never 90% 100% Hang out with friends Yamaha Hero Honda Bajaj 18% 5% 22% 30% 3% T.V.S 30% 28% 32% 12% Honda 10% 36% 37% 20% Regularly 29% 28% 23% 38% 30% 40% Sometimes  In the Comparison to other brands Yamaha have maximum no. of respondents who prefer Hang out with Friends regularly.  Hero Honda and Bajaj have Maximum no. of respondents who Never prefer Hang out with Friends. 37% 41% 0% 30% 50% 60% Rarely 21% 70% 80% Never 90% 100%
  11. 11. Long drive Yamaha 13% Hero Honda 2% Bajaj 2% T.V.S 3% Honda 12% 17% 30% 30% 19% 52% 37% 42% 18% 55% 23% 0% 10% 45% 23% 46% 20% Regularly 30% 40% Sometimes 31% 50% 60% Rarely 70% 80% Never 90% 100%  Maximum no. of respondents of Bajaj, Hero Honda and Yamaha don’t prefer to go on Long Drive.  Yamaha Have maximum no. of respondents in the comparison to others who prefer to go regularly on long drive.
  12. 12. Km ride per day Yamaha Hero Honda 7% 8% 22% 5% 10% 25% 28% Bajaj 8% T.V.S 27% 2% 8% 10% Honda 8% 0% 14% 25% 23% 20% 36% 22% 47% 8% 40% 30% 31% 30% 33% 60% <10 Kms 10 - 20 Kms 20 - 30 Kms 30 - 40 Kms 40 - 50 Kms > 50 Kms 26% 80% 100%
  13. 13. Bajaj Auto 0.25 0.2 0.15 0.1 0.05 Availability of easy … Location of dealership Reputation of shop Availability of after … Product Price Brand Image Pride of ownership Resale Value Cost of Maintenance Engine CC Top Speed Pick up Quality of Product Riding Comfort Fuel efficiency Looks and Style Availability of Genuine … Series1 0 In case of Bajaj Auto Customer Satisfaction, I found • Customers don’t have any problem regarding 1. Looks and style 2. Riding comfort 3. Resale value 4. Availability of Spare parts 5. Pick up I found customers are concerned about 1. Cost of Maintenance 2. They are looking for more powerful bike , specially the customers of >=150 CC 3. Product cost (inmost of the cases customer ask for cheaper product. Customers are concerned about Engine Most of them said there Is a (Chain set problem)
  14. 14. Yamaha Incase of India Yamaha Motor (Customer Satisfaction Survey) I found Most of the Customers are happy with the looks of the Product. Pride of ownership is much better in case of Yamaha. Customers are happy with the pick up of Product and Top speed. The Customers of Yamaha >= 150 CC Are looking for new models Most of them are waiting for 600 CC Product Points for Concern are 1. Product Price (Most of the customer said price of the Product is higher) 2. Cost of Maintenance (customer said this time it is free service but at service centre they bill enough by means of adding ingredients or some thing else) 3. Spare parts and After sale service (these two points were common among the customers I targeted at Himgiri and Shiva Motor (East Delhi) Availability of spare parts take time. Service of Motorcycle also take enough time Handling of Product is also not so good)
  15. 15. Hero Honda Most of the Respondents of Hero Honda I could easily catch at Metro Stations 0.2 0.15 0.1 -0.25 Availability of easy … Location of dealership Reputation of Shop Availability of aftersale … Product Price Brand image Pride of Ownership Resale Value Engine CC Top Speed Pick up Cost of Mainteance -0.2 Quality of Product -0.15 Riding comfort -0.1 Fuel efficiency -0.05 Looks and Style 0 Availability of Genuine … 0.05 Series1 Incase of Hero Honda Customer Satisfaction survey (I found) Customers are happy with brand name (they simply say it is a product of Hero Honda) They are satisfied with Product price. Availability of spare parts and After sales service. Customers of Hero Honda are concerned about Pick up , Customers of Hero Honda are concerned about Self Start (Problem I found in there product) Pick up ( Customers of >150 CC segment are also concerned)
  16. 16. Honda 0.3 Incase of Customer satisfaction survey (Honda Motorcycles) 0.25 0.2 0.15 0.1 0.05 Availability of easy … Location of dealership Reputation of Shop Availability of aftersale … Product Price Brand Image Pride of Ownership Resale Value Cost of maintenance Engine CC Top speed Pick up Quality of Product Riding comfort Fuel efficiency -0.1 Looks and style -0.05 Availability of genuine … Series1 0 I found Customer who are using stunner and of young were concerned about Pick up. They were not satisfied with 125CC While in case of Customers of Shine and Unicorn most of the customers were satisfied they simply think about mileage issue. Customers were enough satisfied with the service centers and dealerships.
  17. 17. T.V.S 0.25 0.2 Incase of T.V.S. Motors The customers of Star City were most happiest customers among its other products. 0.15 0.1 Easy Finance scheme Location of dealership Series1 Reputation of Shop Availability of aftersale … Product Price Brand image Pride of ownership Resale Value Cost of Maintenance Engine CC Top Speed Pick up Quality of Product Riding Comfort Fuel efficiency Looks and Style 0 Availability of genuine … 0.05 Generally the customers of >= 150 CC Looking for high pick up and Top speed. After sale service was fine in case of T.V.S Few customers complained about Engine oil
  18. 18. Recommend This M/c to your friend Yamaha 2% 22% Hero Honda 2% 10% Bajaj 7% T.V.S 67% 13% 73% 22% No I won't 8% 68% 26% 0% 2% 63% 5% 2% 15% Honda 3% 10% 10% 62% 20% May be not 40% Can't say either 10% 60% 80% Probably yes  Maximum no. of respondents of all the brands say Probably they will recommend M/c to their friend.  Among the respondents who say they will definitely recommend this M/c to their friend Yamaha also have good Presence. 100% Definitely yes Recommend This Dealer to Purchase M/C Yamaha 2% Hero Honda 63% 5% 10% 13% 7% 3% 22% Bajaj T.V.S 30% 5% Honda 8% 0% No I won't 70% 3% 52% 31% May be not 2% 64% 38% 20% 5% 5% 59% 40% Can't say either 60% Probably yes 3% 80% 100% Definitely yes  Maximum no. of respondents of all the brands say Probably they will recommend this Dealer to their Friend .  Among the respondents who say they will definitely recommend this dealer to their friend Yamaha also have good Presence and Least presence who deny.
  19. 19. Preference to next Vehicle Yamaha 95% Hero Honda 5% 88% Bajaj 10% 2% 81% T.V.S 19% 90% Honda 3% 7% 92% 0% Motorcycle 20% Scooter 40% Electric 2 wheeler 8% 60% 80% 4 Wheeler 100% Can't say Most of the customers of Yamaha and Honda want to purchase Motorcycle again . While in case of Bajaj and Hero Honda customers want to purchase 4 wheeler
  20. 20. Suggestions (1) We should increase the awareness of our product by increasing Frequency of Advertisements and Dealers Activity. (2) More Innovative ( I mean to say Hero Honda Launched 100 cc Segment Product in 1985. In 150 CC Segment Hero Honda entered in 1991, Bajaj read the message and Launched Pulsar in 1995. Our entry in this segment was late. so we need to be more innovative so that we could not miss potential buyers. (3) After sale service is need to improved. (4) Customer are also concerned about Product Price, so we should also think about price of our product. (5) Our customers in > =150 CC segment are waiting for new models we should launch new models as early as possible. 25% customers of the >=150 CC segment are waiting for 180 CC and 600 CC Model of Yamaha.
  21. 21. Thanking You

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