Honda Marketing Strategies

A SUMMER TRAINING PROJECT REPORT ON
“MARKETING STRATEGIES AND SALES
OF
HONDA PRODUCTS & SERVICES”
Submitted in partial fulfilment of the requirements
For the award of the Degree of
Master of Business Administration
(2016-18)
(Dr. APJ AKTU, Lucknow)
By
Abhishek Gupta
Roll No. 1609470006
MBA 2nd
Year
(GIMT, Greater Noida)
Project Undertaken at
ELITE ENERGY AUTOMOTIVE PVT. LTD.
Report Submitted to:
MR. VAIBHAV RAI
(Marketing Head)

PREFACE
“MARKETING STRATEGIES AND SALESOF HONDA PRODUCTS &
SERVICES”
BY
Abhishek Gupta
As a part of MBA I done my summer internship at the dealership of HONDA
MOTORCYCLES & SCOOTERS LTD. Named as ELIT ENERGY AUTO
MOTIVE PVT. LTD..
Automobile Industry has grown up very fast all over the world with the rapid change in
Science & Technology. They had become the necessity of today’s people. In India only
there are around 5-10 Manufacturers of two wheelers. There is very stiff competition
prevailing in the market nowadays and it is very difficult for companies to survive in the
market.
Honda is the world’s largest producer of two wheelers. It provides the quality product at
very competitive price. It has the wide range of products all over the world. In India they
separately started their business in 2001. They had only five products in the market till
now & all of them are doing great business in India. Recently they had launched the new
sporty look HONDA UNICORN and HONDA SHINE with many new innovations. In
terms of quality and efficiency what I had noticed in these 2 years is that Honda’s product
are much better than those of other companies product. They are been developed by the
company by doing an extensive research of the Indian roads, understanding customers
need and desires, and providing comfort while riding.

ACKNOWLEDGEMENT
I feel great pleasure to submit this report as the culmination of efforts by my teachers and
me. This is the last step of my path leading to graduate degree in Management through
MBA.
This project is the result of my hard work, sincerity, and devotion, & put my best to
complete and in turn, gain lots of knowledge and confidence from this project.
I am deeply thankful to my project guide MR.VAIBHAV RAI for her constant support
and guide this research report has been successful completed.
Lastly, I am very thankful to my parents and all those people has been supported me
directly or indirectly, without their constant support and help this research report never be
successful completed.
Abhishek Gupta

DECLARATION
I hereby decalare that the work being presented in this report entitled “MARKETING
STRATEGIES AND SALES OF HONDA PRODUCTS & SERVICES’’ is an
authentic record of my work carried out under the supervision of Mr.Vaibhav Rai
The matter embodied in this report has not been submitted by me in any other project.
Date Abhishek Gupta
MBA 2nd year

Table of contents
S. No. Particulars Page No.
1. Certificate
2. Preface
3. Declaration
4. Acknowledgement
5. Introduction 01-04
6. Objective 05-07
7. Company Profile 08-19
8. Poduct Profile 20-61
9. Research Methodology 62-68
10. Data Analysis and
Interpretation
69-101
11. Conclusion 102-104
12. Recommendation 105-107
13. Limitations 108-109
14. Bibliography 110-112

1
INTRODUCTION:
We must lead men to the particulars themselves, and their series and order, while men on
their side must force themselves for a while to lay their notions by and ……familiarize
themselves with facts.
Francis Bacon
Any change in any of the factors, independent of the way in which it is brought about, will
by the aggregate weight of the cumulative effect running back and forth between them all
start the whole system moving…..with a speed depending upon the original push and the
function of causal inter relation with the system.
Gunnar Mydral
For every training strategy, no matter which, the proper focus from the very outset is one
or more people –on the job in the organization – this whole amalgam. Wherever the focus
moves during the training process, the starting point becomes the focus again at the end,
hopefully with a difference. The difference lies in what people have learned that they will
now apply. That difference, in terms of more effective behavior, is the measure of the
efficacy of training. It is essential to insist on this starting point and this measure. Much
as we may wish to reject the complexities involved, nothing less will do.

2
An organisation can have the greatest business model and the best systems, but if the
people can not handle the growth, it’s doomed. If the organisation is not investing in
training, then it should think about all the organisations that are being admired models for
doing the business right. They do business right because they have got not only good
training programmes , but training is a part of their culture .Thus, if the organisation
wants to breathe some life into its operation , then it should start by investing in its people
by training and developing them .
The new competitive standards such as variety of products demanded by consumers,
customisation of products and services, affordability of convenience by consumers and
sorter product cycle times affect organisational structures, requiring a move away from
top down systems towards more flexible networks and work teams. Technical changes
result in new work processes and procedures. These require constant updating of
employer specific technical knowledge.
In a world of rapid change, obsolescence is an interminable danger. As technology
replaces more of the hands on work , more employees will be dedicated to service
functions where they spend more time face to face with employees and customers.
In October 1946, Soichiro Honda established the Honda Technical Research Institute in
Hamamatsu, Japan, to develop and produce small 2-cycle motorbike engines. Two years
later, Honda Motor Company, Ltd. was born, and in 1959 Honda opened its first
storefront in Los Angeles with six industrious employees.

3
THE EARLY YEARS
Soichiro Honda got his first job at a Tokyo auto repair shop in 1922 after only eight years
of schooling. As a 15 year-old boy from a small town, he was glad to see as many as 10
cars on a busy day. He was hired as a Mechanic Assistant. But his job turned out to be a
"baby-sitter"for the owner's young children. Honda had dreams of being an expert auto
mechanic, and he never got that chance. Being frustrated, he packed his bags, quit his
job, and left the big city. When the shop needed help 6 months later, they call Honda
back to assist with auto repair, finally he got the opportunity he was looking for. Then
an earthquake flattens Tokyo, sending all the repair shop mechanics back home, except
for Honda and a senior mechanic. This proves to an excellent opportunity to receive a
thorough one to one training. To Honda's fortune, the owner of auto repair shop loves

4
auto racing, and encourage Honda to used his free time to a night to build race cars. So
he did, using an old 8.0 liter V8 fighter airplane engine to power his car. The car had a
maximum 100hp @ 1,400 rpm and wooden spoke wheels.
Honda would continue to experiment with various designs and concepts. He would test
these ideas every chance he had at the local racetrack. These includes titling the engine
for better weight distribution in oval tracks, supercharging, heat conducting metals to
dissipate heat from the engine, and was the first to add an auxiliary radiator to improve
cooling. The result was an engine that did not blow up in a race. Remember this was still
the 1920s. In Honda's first race in Japan on July 1936, he led with an incredible speed of
75mph only to tangle with another car near final lap and crashed. Honda was thrown
from the car, his face crushed, left shoulder dislocated, and both wrists broken.
Although Honda did not win, he was given a trophy for setting the average speed record
(75mph) in Japan. A record not broke until 10 years after World War II.

6
OBJECTIVE OF THE STUDY
Every study is related with some aim or the objective with it. Because no study is
complete without having the definite objectives. My aim and objectives of this project are
summed up as follows:
1) To study the products of Honda.
a. To know about their features.
b. To know about their benefits & advantages.
c. To provide information to all about the products of Honda.
2) To upgrade the practical knowledge.
a. By knowing about the management of Honda.
b. By dealing with customers I had improved my communication skills
which in turn helps me in increasing my confidence level.
3) To understand the needs & requirements of the customer.
4) To observe the people’s mind in order to serve them better.
5) To build up a courteous and healthy relationship with our colleagues, customers
and management.
Thus these are the following objectives, which can be stated under the described
project.

7
(1.3) Need for study
1. To know that which brand customer more like.
2. To know that satisfaction level of uses the other company products.
3. To know that the customer knowing about our products.
4. How many families use the products? Why
5. How many families do not use these products? Why
6. To know the customer want to purchase in future. Why and why not?

10
Company Profile
Company Name
Honda Motor Co., Ltd.
Head Office
2-1-1 Minami Aoyama, Minato-ku Tokyo 107-8556, Japan
Tel: +81-(0)3-3423-1111
Established
September 24, 1948
President & CEO
Takahiro Hachigo
Capital
¥110.067 billion (as of March 31, 2016)
Sales (Results of fiscal 2016)
Consolidated:¥8,650,105billion
Unconsolidated: ¥3,489,106 billion
Total number of employees
Number of employees 208,399 (as of March 31, 2016)

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Consolidated subsidiaries
319 subsidiaries (as of March 31, 2016)
Chief Products
Motorcycles, automobiles, power products
Strategic Vision:
Society will be better, in part, due to Honda's philanthropy and community
leadership.
Mission:
To enrich the social, economic and educational well-being of communities and
society through corporate and individual participation.
Goals:
Recognize and respond to the needs of society
Seek the understanding, agreement, commitment and involvement of
associates

12
Invest the appropriate level of resources
Maximize the level of potential benefit
Support Honda's business plan
Hero, the brand name synonymous with two-wheelers in India, is a multi-unit, multi-
product, geographically diversified, Group of Companies - the reflection of the steely
ambition and indomitable grit of the Munjal Family.
Hero began its journey around five decades ago. Munjal Brothers, the founders of the
Hero Group, started out in 1956 in business of bicycle components, and then complete
bicycles.
Like every success story, Hero's saga contains an element of spirit and enterprise; of
achievement through grit and determination, coupled with vision and meticulous
planning.

13
GROUP VISION
"We, at the Hero Group are continuously striving for synergy between technology,
systems and human resources to provide products and services that meet the quality,
performance, and price aspirations of the customers. While doing so, we maintain the
highest standards of ethics and societal responsibilities, constantly innovate products and
processes, and develop teams that keeps the momentum going to take the group to
excellence in everything we do."
-Dr. Brij Mohan Lall Munjal- Chairman, Hero Group
"At Hero Motors, we are committed to give our best and achieve the highest standards in
Performance, Quality, Systems, Care and Relationships. And then we want to beat these
standards and Go Further... because Anything that can be done, can be done better."

14
CORPORATE VALUES:
1. Focus on Result oriented Process
2. Accept, Learn & Improve from Failures
3. "SQDC", our way of decision making
4. Organization growth to inspire all associated individuals
ACHIEVEMENTS:
1. Hero group ranks among the top Business Houses comprising of 18 companies ,
with an estimated turnover of US $1.8 billion .
2. Hero group management has been acclaimed internationally by World Bank and
BBC.
3. HSBC –Merrill Lynch has estimated Hero group would be among the top value
creator in 2012-2016.
4. Hero motocorp ltd Motors was ranked 3rd
amongst the top Indian companies
Review 2000 –Asia’s leading company award by Far Eastern Economic Review.
5. Hero Cycles Ltd. Is a Guinness Book Record holder since 1986 as the world’s
largest manufacturer of bicycles.
6. Hero Motors Ltd was awarded the highest automobile exporter in the year 1996-
97 and 1995-96.
7. Hero Motors is certified by ISO 9002 in the year 2002.

15
MILESTONES:
1956 : Hero Cycle is formed.
1963 : It pioneered bicycle exports from India.
1975 : It became the largest manufacturer of bicycles in India.
1986 : It entered Guinness Book of Records as the largest bicycle manufacturer in World.
1978 : Hero Majestic Moped was introduced.
1985 : The 100 cc Hero motocorp ltd Motorcycle arrived and by 88 was the No. 1 among
all motorcycles in India.
1988 : Hero Puch arrived from Hero Motors. This revolutionary machine immediately set
new records of petrol efficiency and usable power in 50 - 65 cc machines. Soon several
versions of Autostart and Automatic, 2 - Gear, 2 - Gear Stepmatic and 3- Gear drives
models were put in market.
1996 : Hero Winner, a Large Wheeled Scooter was introduced by Hero Motors with a
choice of 50 cc and 75 cc engines. Today, Hero Group comprises 12 companies, 300
ancillary suppliers, 4000 dealer outlets and has a Turnover of Rs. 9,000 million out of
which 11% comes from exports.
At heart of this has been a dream of founders of providing total satisfaction in all spheres
of activity - to customers, excellent products at affordable prices; to employees, fine

16
quality of life through job security, growth, opportunity and respect; to business
associates, total sense of belonging.
It is the ethos of Hero group to be continuously adapting to meet customers' changing
needs and preferences and seek newer horizons.
1988 - Set up to manufacture mopeds in technical collaboration with Styer Daimler
Puch, Austria
1993 - Became India's largest exporter of 2-wheelers
1995 - Launched Indian's first big wheeled PTW in technical collaboration with
Malaguti, Italy
1999 - Started development of 4-stroke engines in technical collaboration with Briggs
& Stratton, USA
2000 - Launched HGD designed specialized moped - HERO Power range
2001 - Launched India's first 4-stroke moped - HERO Smart
2002 - Launched step-thru motorcycle - fully designed by HGD - HERO Sting
2003 - Entered into agreements with Rotax for Engine & Part development & plant
up-gradation
2004 - Company focussed as an "Integrated Engineering Solutions Provider"
2005 - First Supplies to Rotax and a World renowned Consumer Goods Manufacturer
Work begins on Ferrous Casting Plant at Manesar
2006 - Ferrous Casting plant at Manesar begins Operation
2007- Elected as the pioneer of the ‘10’th green giants.”by the US fortune magazine

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2008- All new FCX clarity fuel cell eklectric vehicle powered by hydrogen.
2010- Pioneer of high voltage water technology solution, introducing yhe next
generation solar powered hydrogen refueling station, further enhance existing
hydrogen fuel supply to meet domestic demand.
2012- UNI-CUB personal mobility device debuts in japan,features the world’s
omni-directional driving wheel system.
2013- Honda develops VTEC TURBO direct injection gasoline turbo engine.
2014- First production Honda Jet takes to the skies.
2015- Honda to begin lease sales of Honda walking assist device in japan.

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HONDA PHILOSOPHY
Basic Principles
Respect for the Individual
The Three Joys (the joy of buying, the joy of selling, the joy of creating)
Company Principle
Maintaining a global viewpoint, we are dedicated to supplying products of the highest
quality yet at a reasonable price for worldwide customer satisfaction.
Management Policies
Proceed always with ambition and youthfulness; Respect sound theory, develop fresh
ideas, and make the most effective use of time; Enjoy your work, and encourage open
communication; Strive constantly for a harmonious flow of work; Be ever mindful of the
value of research and endeavor.
At Honda, dreams are what drive us. We got our start with an auxiliary engine-equipped
bicycle in 1948, and have continued to deliver innovative products that contribute to the
mobility of individuals and the well-being of society. We respect people and value their
individual differences, and this has led to a free, vital corporate culture that encourages
creativity. Today, Honda develops and produces its own original products and
technologies for a diverse range of markets, from small power product engines to
scooters and sports cars.

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As a manufacturer of mobility products, we also consider it our responsibility to create
cars that are safer not only for occupants, but for pedestrians as well. We are committed
to promoting safer driving and to making mobility safer for everyone.
1. Vehicles are not available in all colors some times which affects the sales of the
company.
2. Booking period for vehicles makes people to wait for 2-3 weeks for the vehicle.
3. As there are new companies entering into market with more advancement in
Technology, Company has to cope up with the environment.
4. Time taken for delivery of products sometimes makes them irritate and they
develop a wrong impression about the company in their minds.
5. Lastly, time was the main constraint of the study

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PRODUCTS & SERVICES
HONDA ACTIVA
Honda Activa is the first scooter model of HMSI for the Indian market. It has revitalized
the Indian scooter market after its launch in the year 2001.
By design, the Activa let's anybody in the family get their hands on it. To make riding
fun, we removed the gears and retained only those controls which can be safely left to
your reflexes. Like the accelerator and the brakes in a lightweight body. So now, mothers
can enjoy an easy ride while fathers will appreciate its sturdy build.
In fact, an Activa has something in it for everyone. We’ve got two new colour graphic
stickers, a flamboyant one for the young rider who adheres to style. And for the mature
rider we have got a more sober looking sticker, a reflection of their personality. You’ll
never see ease, technology and style come together in such a smooth way, as in the
Honda Activa. In the automatic scooters Activa is the most selling scooter in Indian
market and captures more than 60% market share.

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FEATURES
The Honda Activa has been designed for the new era.
Developed on Honda's globally tested 4-stroke technology, it
comes with a host of new features, which are designed to
maximise riding comfort and ease of use.
Flush surface
1. Integrated headlight/indicators create a smooth
form along the handlebar
2. Overall sleek aerodynamic design provides
increased fuel economy
Multi-reflector light
1. The first scooter in India equipped with a multi-
reflector light

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2. Reflectors and lens convert light from a 35 W lamp
into a strong beam
Low seat with high ground clearance
A. The highest ground clearance in its class at 145mm
above ground
B. High enough ground clearance to drive smoothly
through bad roads and speed breakers
C. Low seat height and thinner floor means no strain
when putting feet on the ground, despite high ground
clearance
Movable front fender
A. The front fender moves with the front wheel,
responding to handle bar movement
B. Less chances of causing minor collisions because
the front fender does not block the driver's view
of the front wheel's path

24
Sleek and aerodynamic styling
The new standard body design of Honda Activa is fashionable
as well as practical. Its compact body offers ease of handling
and delivers performance and reliability.
Riding position
1. The riding position is specially designed to make
handling easy and reduce rider fatigue
2. Rider feels relatively easy as his/her back
remains straight and relaxed
Low noise 4-cycle engine
1. The newly developed 4-cycle engine offers lower
noise levels than competing models
2. A quieter ride with decreased vibration results in
less fatigue, even after long rides

25
Metal Body
The metal body offers a cost-effective option of repair by
denting and painting. There is no need to replace any part
completely
CLIC mechanism
The Convenient Lift Up Independent Cover (CLIC), adopted
for the first time on a scooter in India, makes maintenance
easier and faster, helping the rider to get back on the road
much quicker than any other scooter. This feature enables you
to easily lift up the Honda Activa's rear body cover like the
bonnet of a car

26
TECHNICAL SPECIFICATIONS
Engine Type 4-stroke, Single cylinder, air cooled, OHC
Displacement 102 cc
Max. Power 7 Bhp @ 7000 rpm
Max. Torque 0.8 Kg-m @ 5500 rpm
Transmission V-matic
Ignition Self / Kick
Electricals Battery 12V, 5Ah
Headlamp 35W
Chassis Frame High rigidity Under Bone type
Dimensions
(lxbxh)
1765 x 715 x 1130 mm

27
Wheel Base 1235 mm
Seat Height 760 mm
Ground
Clearance
145 smm
Suspension
Front
Bottom Link with spring loaded hydraulic
damper
Rear
Unit swing with spring loaded hydraulic
damper
Tyre Size
Front 3.50 - 10, 4 PR
Rear 3.50 - 10, 4 PR
Brakes Front Drum, 130 mm dia
Rear Drum, 130 mm dia
Fuel Tank Capacity 6 litres

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ACTIVA 3G
Honda Motorcycles and Scooters India (HMSI) launched the Activa 3g early last
year. The Honda Activa 3G replaced the earlier 110cc model of this very popular
automatic scooter. The new Honda Activa 3G has been among the highest selling two
wheelers in the country. The Activa is so popular that it has even outsold the once
invincible Hero Splendor on few occasions. Currently, HMSI sells three models of the
Activa- 110cc 3g, Activa i and Activa 125cc. However, the most popular of these has to
be the Activa 3g. Read on for Honda Activa 3G Price, Mileage and Specifications.
Honda Activa 3G Price in India
Honda Activa 3G Price
On-Road Price
Bangalore Rs 61,700
Mumbai Rs 60,900

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Pune Rs 58,300
New Delhi Rs 56,200
Chennai Rs 59,100
Kolkata Rs 61,100
Hyderabad Rs 60,300
Chandigarh Rs 54,400
The 2015 Honda Activa 3G price is less than Rs 50,000 (ex-showroom, New Delhi),
which means that
the 3G model hardly
commands a
premium over the
model it replaced.
Honda Activa 3G Specifications
Engine Displacement 109cc, Single Cylinder
Power (estimated) 8 bhp @ 7500 rpm

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Torque (estimated) 9 Nm @ 5500 rpm
Transmission Automatic
Mileage (estimated) 60 kmpl
Top Speed 82 km/h
Fuel System Carburetor
The scooter continues to be powered by the same 110cc, single-cylinder, air-cooled
engine that powered the earlier model. Unlike what was being expected, the scooter
hasn’t been re-tuned to offer more torque or fuel efficiency. Talking about fuel economy,
the engine continues to feature Honda Eco Technology (HET) and offers a real-
world fuel mileage of 48 kmpl. Sadly enough, the new scooter doesn’t get a telescopic
front suspension.
Honda Activa 3G Mileage
City 45 KMPL
Highway 48 KMPL
Overall 46 KMPL
Honda Motorcycles and Scooters India (HMSI) bikes are famous for their frugality and
the Activa 3G is no different in this aspect. The new Activa 3G easily returns a mileage
of 45-48 KMPL, which puts it at par with almost all of its rivals.

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Honda Activa 3G Features
 Speedometer
 Electric Start
 Fuel Guage
 Tripmeter
 Low Fuel Indicator
 Low Oil Indicator
 Combi Brake System
 Maintenance Free Battery
Honda Motorcycles and Scooters India has sold more than 1 crore vehicles with the
much publicized Combi Brake System. The Honda Combi Brake system was introduced
in India with the Honda Activa in 2009. However, this system has been in use since more
than 30 years internationally. The Honda Combi Brake system is a first-in-
industry technology. In India, the CBS is being offered on all 9 Honda models- Activa
3G, Activa i, Activa 125, Dio, Aviator, CB Shine, CB Shine SP, CB Unicorn and CB
Hornet 160R.
How does the Honda Combi Brake System Enhance Safety?
In two wheelers (scooters and bikes), there are two separate brake controls for front and
rear wheels. This is true for almost all two-wheelers that I have ever seen or ridden. Most
of two-wheeler riders apply only rear wheel brake, or use only rear brake in most of the
cases. However for most effective braking and stopping in small distance safely without

32
loosing control, both front and rear brakes should be used together. Most people fear
using front brakes too much because if you press them too hard, the scooter/bike may
skid and the rider will fall badly.
Honda Combi Brake system applies the front-brakes in the correct amount whenever rear
brakes are applied. This applies both brakes when you apply only rear one. This means
that the scooter rider need not worry about using front brakes, they will be used in correct
amount automatically when the rear brakes are used. See the image above, the
highlighted green area shows how they have put an extra-cable to brake lever control of
Honda-Activa 2009 to make combi-brakes work.

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ACTIVA I
 Ever since Honda introduced the Active in 2000, it has managed to get a tight noose in
the automatic scooter segment. And although it continues to dominate the market, over
time a lot more avenues have opened up for manufacturers to exploit. This class of two
wheelers is no longer simply categorised by engine and efficiency but by form and
function as well. While there are young and stunning offerings out there like the Honda
Dio and the Suzuki Swish, the other end of the spectrum comprises scooters like the
Activa and the Mahindra Duro DZ which appeal to a more mature audience.
 Despite the big H pitching the Activa i as a unisex scooter, it is smaller and sleeker than
the Activa making it a better fit for the fairer sex. The slim front fascia with the clear lens
turn indicators and the leaning headlight make the scooter appear fresh. The arc shaped
side panels that blend well into the tail lights host the Activa i badge. Even though the
dimensions are similar to the Activa, the younger offering is much lighter thanks to its
fibre body panels. It is also marginally longer (30mm) than the Activa, but still the
floorboard is big enough to rest just the foot, leave aside the front storage box that’s
available as an option on the Activa. The seat, however, is long enough to seat two
comfortably.
 Like all scooters, this too has a basic instrument cluster with an analogue speedo and a
fuel gauge. Switch gear is par for the course while the handle bars are well positioned for
a good riding posture. Under the seat, the Activa I has 18 liters of storage space. The new
offering also comes with a tyre hugger for the rear wheel. The overall look and feel is
good but it could have done wonders with better quality plastics.
 Underneath the skin the Activa I host the same engine as on the new Activa – a 109.2cc
four-stroke air-cooled mill with the patented Honda Eco Technology. Needless to say the
power output also remains the same at 8.1PS @ 7,500 rpm and 8.74Nm @ 5,500rpm.
Mated to a V-matic transmission, the Activa I has good low and mid-range boost which
makes it a breeze to ride in the city. In our tests it touched the 60km/h mark from
standstill in a respectable 8.43seconds which is a tad faster than the Activa and also
recorded a top speed of 88.28km/h.

34
 The 130mm dia drum brakes up front and the Combi brakes of the same size at the back,
work well in bringing the scooter to a halt from 60km/h in just 17.25metres. Of course,
this has also got a lot to do with the 90/100 10-inch MRF Zapper tubeless tyres at the
front as well as the rear, which ensure that the rider feels confident even under heavy
braking. In terms of performance, the Activa I meets all expectations from a scooter from
the Honda stable and, more importantly, the Activa family.
 Honda has made all the right moves with the launch of the Activa I, especially taking into
consideration the fact that it is priced at Rs 44,200 (ex-showroom Delhi) which is almost
Rs 3,000 cheaper than the Activa. No doubt that in a price sensitive market like ours, the
difference in cost definitely has an equivalent effect in the buying decision. The Japanese
two-wheeler manufacturer has also played a very smart and safe strategy by capitalizing
on the already established Activa brand.

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There was a time when people talked only of Bajaj scooters. Then, there came Kinetic
Honda to give a tough competition to Bajaj. Kinetic gave Indians the gearless, strong and
sturdy scooter. The time changed and it is now the turn of Honda Motors and Scooters
India Limited, to gain popularity in this segment. Three gearless 110 cc engine scooters
of Honda HMSI are already popular in the market. These models of Honda scooters are
popular with the names Dio, Activa and Aviator. They are priced between Rs. 44,718 and
Rs. 53,547 (Ex-showroom Delhi). Another name can now be added to this trio, since
Honda Motors and Scooters India Limited has launched the new Honda Activa i on June
12, 2013. Priced at Rs. 44,200 (ex-showroom Delhi), this will be the most affordable and
competitive model in this segment of scooters. The new model will be available for sale
throughout the country by June end. The Honda Motors has strategically categorized this
scooter as a personal compact scooter.
The President and CEO of Honda Motors and Scooters (HMSI) Limited, Keita
Muramatsu hinted at the company's strategy in the following words commenting on the
launch of the scooter: "As a leader in the automatic scooters segment, Honda's entry into
the personal compact segment with ACTIVA-I is its next strategic step towards
reinforcing its market leadership." According to the CEO of HMSI, the company is now
engaged in the development of a new two wheeler, which will be a hundred percent
indigenous product. However, it was not disclosed whether the new product will be a
motorcycle or a scooter. The new product is likely to be completed within a year. Honda
has already captured 50 per cent of the scooter market in India. The company now aims
to be the largest two-wheelers manufacturer in India by 2015. Let us now discuss the
features and specifications of Honda Activa I.

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Engine and performance of the new
Honda Activa I
Honda Motors and Scooters India Limited did
not make changes in the engine of the new
model. It has used the same 109.2cc 4-stroke
air cooled engine by which its earlier version
Honda Activa has been powered. This engine
produces power of 8.15 PS @ 7,500 rpm. The
torque is of 8.74 Nm @ 5,500 rpm. The best
thing to talk about its performance is the new
Combi Brake System (CBS). This has greatly
reduced the braking distance by 24%, as
compared to the traditional braking system.
The scooters mainly suffer from their low fuel
economy. However, Honda Activa I is a
marvelous scooter in the matter of fuel
economy giving the user a mileage of 60 kmpl.
This is a great change brought in the scooters
by the use of Honda Eco Technology (HET).
 Tubeless tyres, viscous air filter
and maintenance free battery
Another great feature of Honda Activa I is its
tubeless tyres. The viscous air filter and the
maintenance free battery give the rider of this
wonderful vehicle a pleasurable riding
experience.

37
 Storage space, fuel tank, ground clearance and ergonomic grab rail
There is quite a large storage space of 18 liters, which is conveniently located under the
seat. The fuel tank capacity is 5.3 litres. Fill and forget strategy of Honda can be applied
here. You can have a tension free ride for hundreds of kilometres by just filling the tank
once. There is a good clearance of 165 mm from the ground. This, in fact, is 12 mm more
than what is provided in the former versions of Honda Activa. The women riders will feel
the new scooter very convenient to use, when they have to put the scooter on its main
stand. The new Honda takes 15 percent less force to be used when putting it on the main
stand, thanks to its ergonomic grab rail.
 Appearance and style
The new indicators and the new tail lamp gives very good appearance to your new
Honda Activa I. The new scooter has slim and sleek design, which is one of the best
among the scooters available in the industry. The company has lifted the superb
design from its already existence Honda Aviator.
 Signal to a price war among 110 cc scooters
Honda Activa I have given a green signal to ensuing price war among scooters with
110 cc engine. This will benefit the buyers of scooters in this segment. The new
Honda is priced lower than the earlier 110 cc engine scooters like Honda Activa and

38
Honda Dio. Honda Activa i have been given a lower price tag than TVS Wego110.
This is certainly going to increase rivalry in the scooters manufacturers as far as the
price of the scooters in this segment is concerned.
 Price, availability and colours
Honda Activa I am likely to put for sales throughout the country by this month end.
The basic price of the scooter is kept at Rs. 44,200 (ex-showroom Delhi). Like its
predecessor Honda Activa, the new Honda Activa I am surely to be one of the best
selling scooters in the market. The company has already established a new factory
near Bangalore for the assembly of this scooter and there is no likelihood of delay in
the delivery of this scooter. The new scooter will be available in Beige, White, Red
and Silver colours.

39
SHINE
A masterful blend of form and function, the new Honda Shine brings together the best of
all that is sought in a motorcycle into one awe inspiring piece of automotive technology.
Equipped with a host of advanced technologies like Multi Mapping CDI, Tumble Flow
Combustion Chamber, Long Intake Pipe and Connecting Tube, CV Carburetor, 2 Way
Air Jacket and Pulse Exhaust System, the newly developed 125 cc 'Optimax' engine
delivers class leading 10.3 BHP which enables Honda Shine to deliver the best balance of
pickup and mileage.
Designed to ensure superior ride quality and ease of handling through revolutionary Ergo
Tec design, which is based on Human engineering Honda Shine will set new benchmarks
in the Indian 125cc motorcycle segment.
Honda Shine completes a 0 – 60kmph run in just 5.3 secs and returns a class leading

40
65kmpl in the process in the Indian riding mode.
Honda Shine has been endowed with new modern intelligent style appeal, which
possesses a balance of decent looks with tough & macho appeal and an image of sporty
looks with international taste that lends the HONDA SHINE a Decent and stylish look.
OPTIMAX ENGINE
At the heart of SHINE lies Honda’s revolutionary
OPTIMAX engine. OPTIMAX engine works on the
principle of Optimum fuel input to Maximize pickup
& mileage output, which are the two most important
parameters of judging engine performance. This has
been achieved by incorporating Honda’s cutting
edge technologies in newly developed 125cc engine
which helps in delivering this performance which is
top class in its segment.
 Mileage 65 kmpl *
 0-60 kmph in just 5.3 seconds **

41
FEATURES
MILEAGE
SHINE delivers an impressive mileage of 65kmpl,under actual ride conditions, which is
the best in its class. This is achieved thru successful incorporation of several cutting edge
Honda technologies in OPTIMAX engine.
Such performance is very useful in Top Slow drive condition wherein SHINE gives
feeling like an automatic 2 wheeler as it reduces the usage of clutch & allows the rider
more comfortable & enjoyable ride even while riding thru slow traffic situation, even
more all this without compromising on mileage

42
STYLE
SHINE represents perfect blend of DECENT &
STYLISH looks.
Smooth tank to seat flow, moderate muffler incline,
excellent contours with frills and finish of each body
element, fuel tank knee grip represent decent looks with
tough & macho appeal and give a feeling of momentum
with strength.
Aerodynamic front cowl, simple yet intense tail lamp,
sporty rear cowl, stylish fully chrome plated muffler,
from tank to tail flowing sense of energy, two tone
shades with attractive graphics make Shine stylish and
add an International style appeal to it.
Apart from this Shine style also takes care of fine details fulfilling practical needs of the user
thus offering an overall balance of looks & utility.

44
RIDING COMFORT
With smooth seat to tank flow, flexible seating
position, ample foot space for double riding, Honda
Shine sets new benchmarks in ride comfort.
Endued with cutting edge technologies, the newly
developed Optimax engine achieves low vibration
level through its life circle. Rubber mounts on
handle bar reduces vibration and maximizes riding
comfort even further.
Characteristics that eulogise Riding Comfort &
Stability of Honda Shine
Ergo Tec Design
Strong & Flexible Diamond Frame
Three step hydraulic Double Suspension
Shine’s ’Ergo Tec’ Design with lightweight advanced diamond frame and conventional
double suspension offers superior absorption of shocks & vibrations thus providing
excellent ride comfort & stability. Riding position based on human engineering ensures
less fatigue, firm and wide seating space with comfortable seating posture for pillion
rider.

45
Lightweight and tougher advanced design diamond frame ideally suits to variable loading
and driving conditions of India. Proven conventional suspension delivers consistent good
performance under all riding conditions and Stable riding through best balance of
dimensions, toughness and suspension setting.

46
BRAKING
Stable braking by non asbestos drum brakes [front &
rear]
Option to choose with front disc brake for superior
braking efficiency
The braking force distribution between the front and
rear drum brakes is optimized through proper brake
setting in order to ensure maximum braking effect
gradually and smoothly.

47
HONDA CBR 250 R
CBR250R2016 Honda CBR250R is an international model, carrying a powerful 249cc
engine that is good for 28.16 BHP and 23 Nm of torque. It comes mated to a 6-speed
gearbox and flaunts its twin headlight design. The bike comes with a decent 780 mm seat
height and could be the best quarter liter bike in India, if launched on time. The only rival
here would be Benelli TNT25 while other around the price tag will include RE
Himalayan, Mahindra Mojo and Bajaj Dominar 400.
TECHNICAL SPECIFICATION
Production
2011-2013[1]
2011-present (Japan / Malaysia)
Assembly Thailand, India
Successor CBR300R[2]
Class Sport bike
Engine 249.5 cc (15.23 cu in)

48
Bore / stroke
76.0 mm × 55.0 mm (2.99 in
× 2.17 in)
Compression
ratio
10.7:1
Top speed
87 mph (140 km/h)[3]
91.2 mph (146.8 km/h)[4][5]
Power
23.7 hp (17.7 kW) @ 9,900 rpm
(rear wheel)[3]
21.9 hp (16.3 kW) @ 8,500 rpm[4]
26.7 hp (19.9 kW) @ 8,500 rpm [6]
Torque
12.7 lb·ft (17.2 N·m) @ 7,400 rpm
(rear wheel)[3]
14.65 lb·ft (19.86 N·m) @
6,750 rpm[4]
Ignition type CDI
Transmission
Wet multiplate clutch, constant
mesh 6-speed, chain drive
Frame type
Steel twin spar diamond, engine
stressed
Suspension
Front: non-adjustable 37 mm
telescopic fork
Rear: swingarm, 5-way adj. Unit

49
The 249.5 cc (15.23 cu in)
CBR250R was made from 2011
to 2013 for all Honda markets
except Japan and Malaysia,
where production continued after
2013. Originally intended
primarily for the Thai and Indian
markets, the 250R was sold
worldwide, including
in developed countries in
Europe, North America and
elsewhere.[7]
There was no
CBR250R 2014 model in any
markets except Japan and
Malaysia, but in late 2014 for the
2015 model year, Honda added a
larger displacement versions to
succeed the CBR250R to keep
pace with competitors, the
CBR300R sport bike, and
CB300F standard bike in all
markets except Japan, India and
Malaysia where only the
Pro-link monoshock
Brakes
Single disc front and rear.
Optional combined ABS
Tires
Front: 110/70-17M/C
Rear: 140/70-17M/C
Rake, trail 25°, 95 mm (3.7 in)
Wheelbase 1,370 mm (54 in)
Dimensions
L: 2,035 mm (80.1 in)
W: 720 mm (28 in)
H: 1,125 mm (44.3 in)
Seat height 780 mm (31 in)
Weight
153 kg (337 lb) (non-ABS)[3]
(dry)
161 kg (355 lb) (non-ABS), 165 kg
(364 lb) (ABS) (claimed)
166 kg (366 lb) (ABS)[4] (wet)
Fuel capacity 13 l (2.9 imp gal; 3.4 US gal)
Fuel
consumption
4.1 L/100 km (69 mpg-imp;
57 mpg-US)[3]
4.16 L/100 km (67.9 mpg-imp;
56.5 mpg-US)[4]
Turning radius 2.5 m (8 ft 2 in)

50
CBR250R is sold.
Regional markets
In developing countries where typical motorcycles are 125–150 cc (7.6–
9.2 cu in) displacement, the larger 249.5 cc (15.23 cu in) CBR250R is at the higher end of
the sport bike range looking similar to much more powerful sporting machines with
its full fairing in Honda's new layered style that was introduced on the 2008 CBR1000RR
Fireblade and 2010 VFR1200F. In wealthier industrialized countries, the CBR250R
enters at the opposite end of the market, as a budget priced beginner or utility bike,
practical and fuel efficient, but with limited sporting pretensions.
In the US, the new CBR250R is the first major competition the Kawasaki Ninja 250R has
faced since the early 1990s. The CBR250R has optional mechanical combined anti-lock
brakes, which is unusual at its price.
Design
The CBR250R closely follows the style of the VFR1200F, notable for its Y-shaped
headlight and prominent middle cowl, which creates a layered look. This new direction in
Honda design debuted at Intermot in 2008 with the V4 Concept Model, and the
2008 CBR1000RR Fireblade.

51
The V4 Concept Model at Intermot2008
Motorcycle Consumer News design columnist Glynn Kerr observed that new direction in
bike design fits the pattern of motorcycle trends imitating, but lagging behind, car styling,
in that motorcycles are shifting away from sharp, "lithe", dart-like shapes of the 2010s
toward a heavier, "chunky" style with a higher, blunter nose, and, in cars, a "high
waisted" middle with short windows and thicker pillars. Kerr cites the Chrysler 300 as the
best example, as well as smaller cars like the Audi A3 and Suzuki Swift, commenting
that, "aggression now comes from appearing strong and assertive, rather than light and
dart-like... the arrow has been replaced by the hammer."
In motorcycles this translates into a heavy front, reverse rake angle headlight, and the use
of little or no color on the rear half of the bike to spotlight the front one-fourth of the
bike. In this aspect, Kerr also sees influence from the 1994 Morbidelli V8, the
1991 Yamaha TDM850, and Honda's DN-01 of 2005 On the 2008 CBR1000RR, Kerr
thought the dominant vertical line produced an awkward, top heavy look that played
against traditional race replica styling of body lines sloping downwards towards the front.
The 2010 VFR1200F was visually more successful because the new style better suited the
greater proportions of a touring motorcycle, and in spite of Honda's third iteration of the
style being a much smaller bike, nonetheless Kerr said, "the latest CBR250R carries the

52
look even better than its big brother." The Ottawa Citizen's review by David Booth said
the CBR250R looked better than the VFR1200F as well, commenting that, "Where the
various bulges of the big VFR are a little too Jessica Rabbit-like over-the-top, the little
CBR250R styling is far more subtle and really looks the classier of the two.
Critical reception
Reviews of the CBR250R generally rate its performance in comparison to its main
competitor, which in the US and Canada is the Kawasaki Ninja 250R. The Hyosung
GT250, rebadged as the ATK GT250 for 2011, is also a potential competitor in those
markets, although it fares poorly in comparison. In India, the Ninja 250R and Hero
Honda Karizma R are the leading competition. Though lower in peak power and with a
slower top speed than the Ninja 250, the CBR was lauded for having more torque
available at lower engine speeds, meaning that it was easier to accelerate from low speed
and pulling away required less noise and drama, since the Ninja had to be revved to
9,000 rpm and above to make use of its greater power. This made the CBR250R more
pleasant and forgiving to ride than the sportier, but more challenging, Ninja. Complaints
from The Economic Times of Mumbai included a tendency to stand up if the rider makes
a sloppy mid-corner correction, and brakes and suspension not up to the standards of a
track bike. The Indian reviewer also perceived the 161 kg (355 lb) wet weight as "not so
light", while American journalists considered it a featherweight, "incredibly agile,
flickable ... almost too light," at 16.5 lb (7.5 kg) lighter than the Ninja 250R. The Ninja
250R's brakes had a better, more linear feel with stronger initial bite and could stop from
60 to 0 mph (97 to 0 km/h) in 121.5 ft (37.0 m), while the CBR250R, with a stopping
distance of 123.4 ft (37.6 m), was lauded for its combined anti-lock brake option, a boon

53
to beginners in spite of the slightly shorter braking distance achievable on the Ninja 250R
by a skilled sport rider. Kevin Ash, at 6 ft 3 in (1.91 m), found the dimensions
comfortable for someone of his height, while David Booth cautioned it could be cramped
for taller riders.
In one head to head comparison, MotorcycleUSA judged the Ninja 250R to be the better
bike due to its superior speed and handling. The testers at Motorcycle Consumer
Newsfound the CBR250R to be the better choice, given the needs of its presumed
prospective buyers in the US, beginners and those looking for a practical motorcycle for
long commutes, though "if sheer performance is all you're after" without regard for fuel
efficiency, then the Ninja 250R might be preferable.
Production
The production model was unveiled in the Thailand International Motor Expo 2010 on
November 27, 2010, Hong Kong's Central District on November 28, 2010, and EICMA
2010
Global models of the CBR250R were produced by Thai Honda Manufacturing in
Thailand, with sales beginning in November 2010, followed by spring 2011 in
Japan. Indian and South America models were produced by Honda Motorcycle and
Scooter India (HMSI) in India beginning in the spring of 2011.

54
HONDA UNICORN
"Unicorn - The first motorcycle by Honda Motorcycle & Scooters India Pvt. Ltd. in
the Indian market". Unicorn is powered by a newly developed Honda 4-stroke, 150cc
engine and incorporates many cutting-edge technologies developed by Honda’s global
R&D team. It sets new benchmark in the uppper majority motorcycle segment in India
with its swift acceleration, superior mileage, international styling, riding comfort and
convenience.

55
Unicorn is engineered and styled for the taste of the younger generation. With the
4-stroke, 150cc engine delivering a whooping 13.3 bhp, Unicorn is the fastest
motorcycle in India racing from 0 to 60 kms per hour in a mere 5 seconds. It has
a distinctive sporty and macho design with a racy front face, masculine fuel tank
with knee grip and a sleek rear cowl.
Unicorn offers perfect balance of pickup and mileage, delivering 60 kmpl
through its famed 4-stroke Honda engine, cutting edge technologies like Multi-
Mapping CDI, Tumble Flow Combustion Chamber, Roller Rocker arm, and a
Classy Aerodynamic Body.
This engineering masterpiece with international design appeal, guarantees to
quench your thirst for motorcycle frenzy with all its stunning features.

56
Technical Specifications
Weight / Measurements
Specifications Kick Start / Self Start
Dry Weight (Kg) 126 (Kick)
130 (Self)
Kerb Weight (Kg) 139 (Kick)
142 (Self)
Length (mm) 2090
Width (mm) 750
Height (mm) 1095
Wheelbase (mm) 1340
Seat Height (mm) 790
Ground Clearance (mm) 168
Fuel Tank Capacity (Full ) (Lt) 13
Reserve Tank Capacity (Lt) 1.3

57
Performance
Max Speed (Kmph) 101
Acceleration (0-200m) (Sec) 12.1
Overtaking Acceleration for
200 m (at 40kmph)
(Sec) 12.1
Acceleration (0-60 kmph) (Sec) 5
Mileage (in Indian Mode) (Kmpl) 60
Body
Frame Advanced Design
Diamond Frame
Front Suspension Telescopic
Rear Suspension Advance Technology Monosuspension
Front Tyre 2.75 x 18"
Rear Tyre 3.00 X 18"
Front Brake Type 240 mm Disc
Rear Brake Type 130 mm Drum

58
Engine & Transmission
Engine Type 4 St, Air Cooled
OHC Single Cylinder
Displacement (cc) 149.1
Net Power 13.3 bhp @ 8000 rpm
(9.9 kW)
Torque 1.3 Kg-m @ 5500 rpm
(12.8 Nm)
Air Filter Paper Type
Carburettor CV Type
ACG Power Generating
Capacity
(Watt)
125
Oil Capacity (Lt) 1.2
Transmission Constant Mesh,
5 Speed gear (1 down - 4 up)

59
HONDA DIO
DIO – India’s first motoscooter is named after the son of Venus ‘Dyonisiac’, also known
as Cupid, the God of Love. DIO is set to add passion and excitement with its stunning
looks and performance, by incorporating the latest world trends that make it a scooter that
is much ahead of its time.
One look at DIO will tell you it’s more an accessory than a mere convenience. As India’s
first motoscooter, it blends the looks of a motorcycle with the comfort of a scooter. DIO
heralds the dawn of two–wheeler fashion. And if looks are anything to fall for, this is a
treat. The body–mounted headlamp and sleek indicators leap right off the front. Ample
legroom gives you an elegant poise. The body tapers into the taillight and yet continues to
draw attention.
The DIO is complete in itself. Cutting edge technology and style have been brought
together in such a way as to make it an engineering marvel. So, you can ride assured that
a bike doesn’t get or look any better. Of course, this qualifies us to have the last word on
style. If there ever existed an attention magnet, this is it.

60
Technical Specifications
Engine Type 4-stroke, Single cylinder, air cooled, OHC
Displacement 102 cc
Max. Power 7 Bhp @ 7000 rpm
Max. Torque 0.8 Kg-m @ 5500 rpm
Transmission V-matic
Ignition Self / Kick
Electricals Battery 12V, 5Ah
Headlamp 35W
Chassis Frame High rigidity Under Bone type
Dimensions (lxbxh) 1760 x 710 x 1110 mm
Wheel Base 1235 mm

61
Ground Clearance 145 mm
Weight Distribution
(front/rear wheels)
40:60
Suspension
Front
Bottom Link with spring loaded hydraulic
damper
Rear
Unit swing with spring loaded hydraulic
damper
Tyre Size Front 3.50 - 10, 4 PR
Rear 3.50 - 10, 4 PR
Brakes Front Drum, 130 mm dia
Rear Drum, 130 mm dia
Fuel Tank Capacity 6 litres

63
RESEARCH METHODOLOGY
Research Methodology is a way to systematically solve the research problems.
Following steps have to be taken to obtain a correct result.
1. Define Research problem clearly
2. Formulate Hypothesis
3. Develop Research design
4. Collect Data
5. Analysis of Data
6. Interpret and Report
These steps were not fully followed in this study as the research was not numerically
inclined and was not based on primary data.
In this final project the topic is related to the Marketing Research and analysis. The study
of my research is descriptive and is related to the motorcycle industry. This is the topic,
which falls under market leadership, competition, strategies and other policies of
motorcycle Industry.
As my study was more focused on the strategic position of the key players in the industry,
the data was collected primarily through secondary source.
Though some dealers and showrooms were informally visited, and some information was
collected through an unstructured interview.

64
METHODOLOGY USED
1. Research Design - The project was designed to be a Descriptive Research,
because the study required an in depth. Look into the
Motorcycle market, its structure and Status.
2. Data collection
Method - The basis of this project is the information collected
through Secondary data. In order to get the view of
those related in this market, some dealers and
showrooms were informally visited.
3. Data Source - All the information was primarily collected through
Business Magazines, Newspaper cuttings, Internet sites.
The structure of this research was decided while keeping readers in mind. It is an attempt
to put forward my study in easy and simple language.

65
RESEARCH DESIGN
TYPE OF RESEARCH: - DESCRIPTIVE RESEARCH
Descriptive research includes Surveys and fact-finding enquiries of different kinds. The
main characteristic of this method is that the researcher has no control over the variables;
he can only report what has happened or what is happening.
DATA SOURCES
There are two types of data.
PRIMARY DATA
The data that is collected first hand by someone specifically for the purpose of facilitating
the study is known as primary data. So in this research the data is collected from
respondents through questionnaire.
SECONDARY DATA
For the company information I had used secondary data like brochures, web site of the
company etc.
The Method used by me is Survey Method as the research done is Descriptive Research.
RESEARCH INSTRUMENTS
Selected instrument for Data Collection for Survey is Questionnaire.

66
QUESTIONNAIRE DESIGN/FORMULATION
Questionnaire: - A questionnaire consists of a set of questions presented to
respondent for their answers. It can be Closed Ended or Open
Ended
Open Ended: - Allows respondents to answer in their own words & are difficult to
Interpret and Tabulate.
Close Ended: - Pre-specify all the possible answers & are easy to Interpret and
Tabulate.
TYPES OF QUESTION INCLUDED:
DICHOTOMOUS QUESTIONS
This has only two answers “Yes” or “No”.
MULTIPLE CHOICE QUESTION
Where respondent is offered more than two choices.
IMPORTANCE SCALE
A scale that rates the importance of some attribute.
RATING SCALE
A scale that rates some attribute from “highly satisfied ” to “highly unsatisfied “ and “very
inefficient” to “very efficient”

67
SAMPLE DESIGN
Who is to be surveyed? The marketing researcher must define the target population that
will be sampled.
The sample Unit taken by me; General public of different age group, different gender and
different profession
EXTENT:-
 Where the survey should be carried out?
 I have covered entire residential area of Delhi city for the survey
TIME FRAME:-
 When the survey should be conducted?
 I conducted my survey for 8weeks from 10th may to 10th july
SAMPLING FRAME:-
 The source from which the sample is drawn
SAMPLING TECHNIQUE: -
 How should the respondent be chosen?
 In the Project sampling is done on basis of Probability sampling. Among the
probability sampling design the sampling design chosen is stratified random sampling.
 Because in this survey I had stratified the sample in different age group, different
gender and different profession
SAMPLE SIZE/ POPULATION SIZE: -
How many people should be surveyed?
My sample size is 75

68
LIMITATIONS OF RESEARCH
The geographical area was very much limited to residential area & so the results are not
particularly reflection of the current behavior.
BIASES AND NON-COOPERATION OF THE RESPONDENTS
 Due to limited time period and constrained working hours for most of the respondents,
the answers at times were vague enough to be ignored in Honda Auto Mobile Com.
 Most of the people in India take their policies in the period preceding March (for tax
saving purposes) & so the response to initial contacts were not all encouraging and that
has been the primary reason in the inability to quantify the results large enough so as to
rededuce any relvant outcomes

70
TABLE No.1
TABLE SHOWING-THE PROFILE OF THE RESPONDENTS BASED ON AGE
AGE NO. OF
RESPONDENTS
PERCENTAGE
20-24 30 40%
25-29 19 26%
30-34 14 18%
Above 35 12 16%
TOTAL 75 100%
Analysis
From the above table it is clear that 40% of the respondents are aged between 20 and 24,
26% between 25 and 29, 18% between 30 and 34 and only 16% aged above 35 years.
Interpretation
It is revealed that majority of respondents are between 20 and 29 years. From this we can
conclude younger generation and middle age are more interested in Honda may be
because this is the age where they start earning.

71
GRAPH No.1
GRAPH SHOWING-THE PROFILE OF THE RESPONDENTS BASED ON AGE

72
TABLE No.2
TABLE SHOWING-THE PROFILE OF THE RESPONDENTS BASED ON
GENDER
GENDER NO. OF
RESPONDENTS
PERCENTAGE
MALE 69 92%
FEMALE 6 8%
TOTAL 75 100%
Analysis
From the above table it is clear that 92% of respondents were male and female
respondents constituted just 8% of total responses.
Interpretation
It is clear that most of the users of Honda are males mostly because of the manly look of
the bikes.

73
GRAPH No.2
GRAPHSHOWING-THE PROFILE OF THE RESPONDENTS BASED ON
GENDER

74
TABLE No.3
TABLE SHOWING-THE OCCUPATION OF RESPONDENTS
OCCUPATION NO.OF
RESPONDENTS
PERCENTAGE
STUDENT 33 44%
GOVERNMENT SERVICE 5 6%
EX-SERVICEMEN 3 4%
PROFESSIONAL 21 28%
SELF-EMPLOYED 13 18%
TOTAL 75 100%
Analysis
From the above table it is clear that 44% of the respondents were students pursuing their
graduation or post graduation studies and 28% were professionals. 18% of the
respondents were self employed, 4% were ex-serviceman and 6% belonged to
government services.
Interpretation
It is clear that users are mostly Professional males, 20-35 years of age including some
students because of the looks and power of the bike.

75
GRAPH No.3
GRAPH SHOWING-THE OCCUPATION OF RESPONDENTS

76
TABLE No.4
TABLE SHOWING-THE ANNUAL INCOME GROUP OF RESPONDENTS
INCOME GROUP NO. OF
RESPONDENTS
PERCENTAGE
LESS THAN 1,20,000 39 52%
1,20,001-3,60,000 10 14%
3,60,001-7,20,000 14 18%
ABOVE 7,20,000 12 16%
TOTAL 75 100%
Analysis
From the above table it is clear that 52% of the respondents had an annual income of
lesser than 1,20,000, 18% had income between 3,60,001 and 7,20,000, 16% earned more
than 7,20,000 per annum and 14% had income between 120001 to 3,60,000.
Interpretation
It shows that Honda is placing their products in the appropriate and reasonable price
range and the people of income bracket less than 1,20,000can easily afford this Bike.

77
GRAPH No.4
GRAPH SHOWING-THE ANNUAL INCOME GROUP OF RESPONDENTS

78
TABLE No.5
TABLE SHOWING-THE MODEL OF THE HONDA
THE RESPONDENTS PRESENTLY OWN
MODEL NO. OF
RESPONDENTS
PERCENTAGE
SHINE 125 11 14%
DAZZLER 150 7 10%
TWISTER 125 15 20%
CB TRIGGER 150 6 8%
UNICORN 160 16 21%
ACTIVA 3G 17 23%
OTHERS 3 4%
TOTAL 75 100%
Analysis
From the above it is clear that 14% of the respondents own Shine 125, 10% of them own
Dazzler 150, 20% of them own Twister 125, 8% of them own CB trigger, 21% of them
own Unicorn 160 and 23% of them own Activa 3G.
Interpretation
It clearly shows that customers are not attracted to only one particular model due to the
variants available and because the Activa 3G are the newly released models they are fast
moving now.

79
GRAPH No.5
GRAPH SHOWING-THE MODEL OF THE HONDA THE RESPONDENTS
PRESENTLY OWN
0
2
4
6
8
10
12
14
16
18
No. of Respondents
Shine 125
Dazzler 150
Twister 125
CB Trigger 150
Unicorn 160
Activa 3G
Others

80
TABLE No.6
TABLE SHOWING- THE PURCHASING WAY OF THE CUSTOMERS
PURCHASED BY NO. OF
RESPONDENTS
PERCENTAGE
CASH 54 72%
LOAN 21 28%
TOTAL 75 100%
Analysis
From the table it clearly shows that the products of Honda are in the acceptable price
range, as we can see that purchasing way of the 72% respondents are leading in the Cash
sector and 28% on loan basis. Customers are ready to pay for better facilities and
technology and they feel that all bikes deserves that price which Honda is offering.
Interpretation
It is clear that customers are easily affording the price of Honda bikes and they are not
feeling much problem with the amount.

81
GRAPH No.6
GRAPH SHOWING- THE PURCHASING WAY OF THE CUSTOMERS

82
TABLE No.7
TABLE SHOWING- THE NO OF RESPONDENTS CONSIDERING OTHER
MOTORCYCLE WHILE PURCHASING HONDA BIKE
YES/NO NO. OF
RESPONDENTS
PERCENTAGE
YES 27 36%
NO 48 64%
TOTAL 75 100%
Analysis
From the table it clearly shows that 36% of the respondents did go consider or checked
for an alternative motorcycle and 64% of them did not consider any other motorcycle
while purchasing their Honda bike.
Interpretation
It is clear that majority of the customers directly chose Honda their bike and dint even
have a look at the nearest alternative bike and this shows the loyalty of the customers
towards the brand Honda

83
GRAPH No.7
GRAPH SHOWING- THE NO OF RESPONDENTS CONSIDERING OTHER
MOTORCYCLE WHILE PURCHASING HONDA BIKE

84
TABLE No.8
TABLE SHOWING- THE SOURCE OF AWARENESS FOR CUSTOMERS
WHILE BUYING THEIR HONDA BIKE
MEDIA NO. OF
RESPONDENTS
PERCENTAGE
NEWSPAPERS 6 8%
MAGAZINES 24 32%
FRIENDS 11 14%
ROADSHOW 7 10%
TV ADDS 5 6%
WEBSITE/BLOGS 15 20%
SHOWROOM 7 10%
TOTAL 75 100%
Analysis
As we can see here the major promotional tool which is influencing the customers is
Magazines and Website which is around 32% and 20% respectively, after that the source
of awareness among customers is a mixed response where in 14% from friends, 10% each
from road shows and showroom, finally newspapers consists 8% and 6% from Television
adds which is very poor.

85
Interpretation
It clearly shows that Advertisements are rarely recalled and are highly ineffective
amongst non-honda riders. It’s clear that Honda should concentrate on its advertising
campaign to reach the customers.
GRAPH No.8
GRAPH SHOWING- THESOURCE OF AWARENESS FOR CUSTOMERS
WHILE BUYING THEIR HONDA BIKE

86
TABLE No.9
TABLE SHOWING- THE MILEAGE OF HONDA AFTER PURCHASE OF BIKE
MILEAGE NO. OF
RESPONDENTS
PERCENTAGE
45km/lit & Above 5 6%
40-45 16 22%
35-40 26 34%
30-35 18 24%
Below 30 10 14%
TOTAL 75 100%
Analysis
From the above table it is clear that 56% of respondents gain mileage of 35-45km/lit
which is really good, 24% of them between 30-35km/lit, 14% below 30km/lit and 6%
above 45km/lit.
Interpretation
It clearly shows that mileage of the Honda bikes is economical & mileage between 35
and 40 that too on Indian roads with heavy traffic is a great deal.

87
GRAPH No.9
GRAPH SHOWING-THE MILEAGE OF HONDA AFTER PURCHASE OF BIKE

88
TABLE No.10
TABLE SHOWING- THE BREAKDOWN OF BIKES SINCE PURCHASE OF
VEHICLE
FREQUENCY OF
BREAKDOWN
NO. OF
RESPONDENTS
PERCENTAGE
VERY OFTEN 8 10%
RARELY 19 26%
NOT AT ALL 48 64%
TOTAL 75 100%
Analysis
From the above table it is clear that 64% of the respondents say that there is no problems
or breakdown of their bikes after purchase, 26% say rarely their bikes get repaired and
10% of respondents say their bikes breakdown very often.
Interpretation
It is clear that most of the Honda bikes doesn’t breakdown at all and it is not problematic
and not involved into repair always.

89
GRAPH No.10
GRAPHSHOWING- THE BREAKDOWN OF BIKES SINCE PURCHASE OF
VEHICLE

90
TABLE No.11
TABLE SHOWING- THE PLACE OF PURCHASE OF HONDA BIKES &
THEIR SATISFACTION LEVEL TOWARDS IT
PLACE OF
PURCHASE
NO. OF
RESPONDENTS
PERCENTAGE
SHOWROOM 48 64%
DIRECT SECOND HAND 22 30%
USED VEHICLES
DEALERSHIP
5 6%
TOTAL 75 100%
RESPONSE FOR
SATISFACTION
NO. OF
RESPONDENTS
PERCENTAGE
YES 57 76%
NO 18 24%
TOTAL 75 100%
Analysis
64% of the Honda riders prefer to buy their bike from showroom only and 30% may buy
it Second hand dircetly. But none of them buys the bike through brokers which shows
that reliability of an outside party is low while making the purchase decision among the
Honda riders.Also 76% of respondents are very much satisfied with the place of purchase
of their bike and 24% are not at all satisfied.

91
Interpretation
It is clear that most of the respondents prefer to buy their bike brand new from showroom
only and majority of the customers are very much satisfied with the place of purchase of
their Honda bike. This also shows there is more demand for new bikes.
GRAPH No.11
GRAPH SHOWING- THE PLACE OF PURCHASE OF HONDA BIKES AND
THEIR SATISFACTION RESPONSE TOWARDS IT

92
TABLE No.12
TABLE SHOWING- THE AVAILABILITY OF SPARE PARTS IN THE
MARKET
AVAILABILITY NO.OF
RESPONDENTS
PERCENTAGE
READILY AVAILABLE 51 68%
DON’T GET THEM
READILY
8 10%
DON’T HAVE GOOD
SPARES SUPPLY
12 16%
MAJOR HEADACHE 4 6%
TOTAL 75 100%
Analysis
From the above it is clear that 68% of the respondents are satisfied with the availability of
spare parts and remaining 32% of respondents are discontent with the availability of spare
parts.
Interpretation
It is clear that majority of the respondents are satisfied with spare parts availability and
we can say that Honda has good distribution channel for spare parts in the city.

93
GRAPH No.12
GRAPH SHOWING-THE AVAILABILITY OF SPARE PARTS IN THE
MARKET

94
TABLE No.13
TABLE SHOWING- THEMAJOR PROBLEMS AFTER PURCHASING HONDA
BIKE
PROBLEMS NO. OF
RESPONDENTS
PERCENTAGE
HIGH MAINTENANCE 11 14%
POOR AFTER SALES
SERVICE
7 10%
HIGH PRICE 15 20%
LOW MILEAGE 8 10%
NOISY VEHICLE 3 4%
NO PROBLEM 31 42%
TOTAL 75 100%
Analysis
Maximum number of people (42%) described that there is no problem with the bike after
purchase, 20% had an issue with the price range, third biggest problemwas 14% of them
felt high maintenance was required for the bike, only 4% of them felt it was noisy vehicle
and while 10% of respondents each refrained because of the low mileage and the poor
after sales service of Honda.

95
Interpretation
It is clear that majority of the people who choose Honda as their bike don’t have any
problems or issues with their bike’s performance.
GRAPH No.13
GRAPH SHOWING-THEMAJOR PROBLEMS AFTER PURCHASING Honda
BIKE

96
TABLE NO.14
TABLE SHOWING- THE RATING BY THE RESPONDENTS FOR THEIR
SATISFACTION LEVEL WITH RESPECT TO POWER AND PICK UP
RATING NO. OF
RESPONDENTS
PERCENTAGE
POOR 4 6%
AVERAGE 8 10%
GOOD 20 26%
EXCELLENT 43 58%
TOTAL 75 100%
Analysis
From the above table it is clear that 6% of the respondents rated very poor and they were
not at all satisfied, 10% of them rated average, 26% of them rated good and maximum
number of respondents i.e. 58% rated excellent and these respondents were very much
satisfied with their bikes power and pick up.
Interpretation
It is clear that majority of the respondents are satisfied with their bikes power and pick
up. This shows Honda has an excellent satisfaction level within the customer.

97
GRAPH No.14
GRAPH SHOWING- THE RATING BY THE RESPONDENTS FOR THEIR
SATISFACTION LEVEL WITH RESPECT TO POWER AND PICK UP

98
TABLE No.15
TABLE SHOWING-THE RATING BY THE RESPONDENTS FOR THEIR
SATISFACTION LEVEL WITH RESPECT TO COMFORT AND SAFETY
RATING NO. OF
RESPONDENTS
PERCENTAGE
POOR 7 9%
AVERAGE 12 16%
GOOD 24 32%
EXCELLENT 32 43%
TOTAL 75 100%
Analysis
satisfied with their bikes comfort and safety.
Interpretation
It is clear that majority of the respondents are satisfied with their bikes comfort and
safety. This shows Honda has an excellent satisfaction level within the customers.

99
GRAPH No.15
GRAPH SHOWING-THE RATING BY THE RESPONDENTS FOR THEIR
SATISFACTION LEVEL WITH RESPECT TO COMFORT AND SAFETY

100
TABLE No.16
TABLE SHOWING- THE RATING BY THE RESPONDENTS FOR THEIR
SATISFACTION LEVEL WITH RESPECT TO AFTER SALES SERVICE
RATING NO. OF
RESPONDENTS
PERCENTAGE
POOR 11 14%
AVERAGE 13 18%
GOOD 27 36%
EXCELLENT 24 32%
TOTAL 75 100%
Analysis
satisfied with the after sales service.
Interpretation
It is clear that majority of the respondents are satisfied with their after sales service and
few respondents are not at all satisfied. This shows Honda has a good satisfaction level
within the customers.

101
GRAPH No.16
GRAPH SHOWING- THE RATING BY THE RESPONDENTS FOR THEIR
SATISFACTION LEVEL WITH RESPECT TO AFTER SALES SERVICE

103
CONCLUSION
The study, which I conducted on the “In-depth Analysis of Honda Motors Ltd”. in the
area of Marketing & Human Resource Management has been a very gratifying
experience at the outset, the objectives were to cover the whole marketing strategies and
Human Resource policies adopted by HHML. The entire report has been effort to do just
that.
Through out the study I found Honda bikes are very new & use modern technology in
their bikes. As a result they give better performance then other bikes in the market &
required less maintenance. Honda also provides good after sale service to the customer.
Honda has managed to put in spectacular performance going from strength to strength
despite increase in competition, the company’s sales have witnessed an up trend,
registering an average growth of 42% in the three years under review.
Honda has managed to achieve this because of its strong brand image and proven
product quality underpinned the performance growth in recent years. Apart from the
strong brand “SHINE” the company’s presence across the spectrum of the motorcycle
market helped it exploit the growing demand for 4-stroke motorcycles.
At the lower, end, the company has Twister and dazzler and at the middle level shine
Trigger & verza. The CBR the CBR range is targeted, at the premium segment. Thus one
may say that the marketing strategies adopted by Honda have really paid-off, as the

104
company has constantly managed to increase its market share and also increase its sales
.Which is really amazing for a company which has been a market leader to maintain its
strong position in the wake of growing competition from its competitors who have been
trying to grab a strong share in the market by launching latest technology products.
Last three data show that demand of Honda bikes increase & market trends indicated that
in future more demand for Honda bikes expected.
Honda has been very understanding to its employees. It treats all its employees as the
biggest asset of the company. Its innovative H.R. policies are made to ensure that the best
of talent, which the company employs, receives the best of talent, which the company
employs, receives the best of remuneration. Also the non-monetary incentives given to
the employees are such as to maintain the motivation to an time high.

106
RECOMMENDATIONS
As we all know that Honda is the world’s largest two wheeler producer. Company enjoys
a good reputation in the world market. As they are increasing their global reach and doing
business in developing countries. The company should widely spread its information
network. Because people in countries like India are Ignorant and they are attracted
towards more on the products promoted more & more. There is need on the part of
company to make people aware of its products & their qualities in every segment.
Certain points I think which are essential for Honda to improve its working are:
1. As the market trend changes day-by-day it is important for the company to
provide products according to the needs and preferences of the customer.
2. More stress on advertisements should be given to provide information about the
products or innovations made in it.
3. Dealer networks should be widen.
4. Product quality should be improved.
5. Spare parts are somewhat costly than the others and are not available everywhere.

107
6. Vehicles are not available in all colors some times which affects the sales of the
company. Inventory must be proper.
7. Booking period for vehicles should be reduced as nowadays nobody likes to wait
for a product when they have alternatives in hand.
8. Time taken for delivery of vehicles must be reduced and keep customers happy.
9. There should be proper distribution of work among the employees and workers so
that they will do their part of work in a specified time and with efficiency.
10. Company should invest more on the publicity and promotion of their products and
with the help of efficient advertisement media.
11. Company should motivate their employees by giving them incentives and bonuses
according to their performance
I feel great to work with the company which works on its product quality & make regular
innovations in its products. There is no other company which can compete with Honda
with respect to its Technology & benefits.
But in India Company still needs some time to get properly established as it is new in the
Indian market. They had to bring more products which are effective in satisfying the
wants of Indian customers.

109
LIMITATION
Every study is done to find certain new things, gain knowledge and find the limitations of
the company. During the study I also faced some problems & I hope the following
limitation should not affect this study.
1. Honda produce goods as per the international norms. For building a good market
share in Indian markets the company has to first research on the lifestyles,
requirements & preferences of the people of these countries.
2. Honda has to increase its supply of product in the market to increase their market
share.
3. As there is development in Science & Technology day-by-day there is going to be
stiff competition in between all the automobiles company.

111
BIBLIOGRAPHY
BOOKS
 Marketing Management – Kotler Philip
 Marketing – Ghandhi J. C.
 Principles of Marketing – Palmer Adrian
 Marketing Management – Ramaswamy V. S.
NEWS PAPERS
 The Economic Times.
 The Times of India.
MAGAZINES
 Business World – June 2006
 India Today.- June 2007
WEB SITES
SPECIFIC SITES –
 www.honda.com
 www.indianinfoline.com
 www.hondatwowheelersindia.com
 www.hondacarindia.com
SEARCHING SITES –
 www.indiatimes.com
 www.webcrawler.com
 www.askjeeves.com

113
ANNEXURE
QUESTIONNAIRE
I am ABHISHEK GUPTA final year MBA student from GALGOTIAS INSTITUTE OF
MANAGEMENT & TECHNOLOGY. This information is required for successful
completion of my project ‘A STUDY ON MARKETING STRATEGY TOWARDS
HONDA PRODUCT AND SERVICES, GORAKHPUR.’ I request you to kindly spare
some of your time and fill the questionnaire below. Thank you.
RESPONDENT INFORMATION
Name:
1. Age:
2. Gender : Male Female
3. Occupation:
Student Government service
Professional Self employed other
4. Annual Income:
Less than 1, 20,000 1, 20,001-3, 60,000
3, 60,001-7, 20,000 Above 7, 20,000

114
5. Which model of Royal Enfield do you presently own?
SHINE TWISTER ACTIVA
UNICORN DAZZLER
6. How did u purchase the bike?
Cash Loan
7. Did u consider other motorcycle while buying the Honda bike?
Yes No
- If yes which bike did you compare with?
Bike cc
8. Please specify your source of awareness of Honda while buying your bike?
Newspapers Magazines Friends
Road shows TV Adds Website/blogs
Showroom Others
9. Please specify your bike’s mileage?
45km/lit & above 40-45
35-40 30-35 Below 30

115
10.Are you satisfied with the bikes mileage?
Yes No
11. Frequency of breakdown of your bike?
Very often rarely Not at all
12. Which place did you prefer to purchase your Honda bike?
Showroom Direct second hand
Used vehicles dealership
Are you satisfied purchasing there? YES NO
13.How about the availability of spare parts?
Readily available don’t get them readily
Don’t have good spares supply Major headache
14. Any major problems after purchasing Honda bike?
No problem Poor after sales service
High maintenance Low mileage
High price Noisy vehicle

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