31531320-Summer-Training-Proj-Hero-Honda-by-Sahil-Nagpal

8/7/2019 31531320-Summer-Training-Proj-Hero-Honda-by-Sahil-Nagpal

1/78

CHAPTER 1

INTRODUCTION

In the current scenario, many dramatic changes are taking place in automobile industryin specific to Motorbike Industry. From the sponsorships of cricket matches to

advertising through the conventional media, every company is launching new modelsand striving to capture more and more market share. So far the market leader have beenHero Honda and it has tried to project its brands in a very different manner.

As the Indian 2-wheeler industry is growing in double-digit figures in the lastcouple ofyears, which is due to the rising income levels, continuing poor public transport system,and declining interest rates, wider availability of finance, decreasing product

life cyclesand increasing percentage of young population.The last few years have seen a fundamental shift in preference from scooters andmopedstowards motorcycles. Motorcycle sales have grown at a compounded annual growth rate(CAGR) of 27% for the last 6 years, while the Two Wheeler industry have grown ataCAGR of 11% over the same period. In the year 02-03, motorcycle sales have grownat30% vs. 17% for two-wheelers.

Hero Honda has been one the companies spending huge amount in advertising andsponsorships of events, it has been successful in creating a differentiated image. So allthis prompted me to undertake this project in the direction of Finding gap betweenconsumer perception and brand positioning of Hero Honda motorbikes in India.This study is descriptive in nature and has been undertaken through survey method withstructured questionnaire method as data collection instrument.

It brings out some of the interesting findings as:

Hiring too many brand ambassadors does not serve any purpose, rather it makes itcomplex for consumers to remember brand ambassadors and associate with it bikes.

Given the choice respondents in associating bikes with punch lines, respondentshaveshown a gap in remembering the punch lines of bikes. The best shown in rememberingpunch line of Desh Ki Dhadkan, whose maximum response is 97%.

1


2/78

BRAND

A brand is a name, sign, symbol, or design, or a combination of them, intended toidentify the goods or services of one seller or group of sellers and to differentiate them

from those of competitors.

In essence, a brand identifies the seller or maker. It can be a name, trademark,logo, orother symbol. Under trademark law, the seller is granted exclusive rights to theuse ofthe brand name in perpetuity. Thus brands differ from other assets such as patents andcopyrights, which have expiration dates.

A brand is essentially a sellers promise to consistently deliver a specific set of features,

benefits, and services to the buyers. The best brands convey a warranty of quality.

Brand conveys up to 6 levels of meaning:

1. ATTRIBUTES2. BENEFITS3. VALUES4. CULTURE5. PERSONALITY6. USERMarketers must decide at which level(s) to anchor the brands identity. The mostenduring of a brand are the values, culture and personality. They define the bra

ndsessence.

2


3/78

BRAND POSITIONING

In todays, highly competitive environment, a distinctive image is most important. Intodays scenario Brand Positioning and Market Segmentation have become the hallmarks

of market research. The core thought behind Brand Positioning is the idea that eachBrand occupies a particular point or space in the individuals mind, a point whichisdetermined by the consumers perception of the brand in question and in its relation toother brands.

In marketing terms, there is no such thing as a product or service that exists in space,independent of the consumer. The product must find a place in the individualconsumers perception of the world around him. This perceived image of the brand

belongs not to the product rather is the property of the consumers mental perceptions.

So creating the particular desired perception and occupying a particular point or space inthe target consumers mind is the essence of the positioning or repositioning strategies.

This perception is based on the brands functional attributes of benefits as wellas on thenon functional or emotional associations. It is colored by target consumers ownattributes, beliefs, and experiences, thus leading to the fact that different segments mayperceive the same brand in different ways.

The 4 basic concepts of positioning are:

1. Product class or the structure of the market in which ones brand competes.2. Consumer segmentation.3. Consumer perception of ones brand in relation to the competitors.4. The benefits offered by the brand.These 4 components must be taken together while considering the positioning of thebrand.

3


4/78

CONSUMER PERCEPTION

Consumer perception is a process by which an individual selects, organizes, andinterprets information inputs to create a meaningful picture of the world.

Perception is the image created in the mind of consumers about anything whether

themarketer want to create that image or not through marketing campaigns.

Perception depends not only on the physical stimuli but also on the stimulis relation tothe surrounding field and on conditions within the individual.

Why do people perceive the same situation differently? People can emerge withdifferent perceptions of the same object because of three perceptual processes:selectiveattention, selective distortions, and selective retention. As a result, people may not

necessarily see or hear the message that marketers want to send. Marketers musttherefore be careful to take these perceptual processes into account in designing theirmarketing campaigns.

4


5/78


6/78

Realizing the potential in this segment, Bajaj Auto is planning a global motorcycle incollaboration with Kawasaki of Japan.

According to Rajiv Bajaj, joint managing director Bajaj Auto, The purpose behindthis

bike is to use as many components as possible that could be easily available everywhereby virtue of it being a world bike.

While pricing is still to be determined the 125 cc global bike is all set to launch inJuly."

According to Bajaj, The 125cc world bike is expected to give company to Caliber-115in the executive segment and this will be further supplemented by another bike to be

introduced in the last quarter of the current fiscal.But with the first lap goneto Hero

Honda, will Bajaj take pole position remains to be seen.

6


7/78

CHAPTER 3COMPANY PROFILE

ABOUT HERO HONDA

What started out as a Joint Venture between Hero Group, the world's largest bicyclemanufacturers and the Honda Motor Company of Japan, has today become the World'ssingle largest two-wheeler Company. Coming into existence on January 19, 1984, HeroHonda Motors Limited gave India nothing less than a revolution on two-wheels madeeven more famous by the 'Fill it -Shut it -Forget it' campaign. Driven by the trust ofover 5 million customers, the Hero Honda product range today commands a market share

of 48% making it a veritable giant in the industry.SOCIAL OBLIGATIONS

ENVIRONMENTALLY AND SOCIALLY, AWARE COMPANY

At Hero Honda, our goal is not only to sell you a bike, but also to help you every step ofthe way in making your world a better place to live in. Besides its will to provide a high-quality service to all of its customers, Hero Honda takes a stand as a sociallyresponsible

enterprise respectful of its environment and respectful of the important issues.

Hero Honda has been strongly committed not only to environmental conservationprogrammes but also expresses the increasingly inseparable balance between theeconomic concerns and the environmental and social issues faced by a business:businesses must not grow at the expense of mankind and man's future but rather mustserve mankind.

"We must do something for the community from whose land we generate our wealth."Afamous quote of Mr.Brijmohan Lall Munjal, CMD, Hero Honda.

7


8/78

MILESTONESYEAR EVENT

2003Winner of the Review 200 - Asia's Leading Companies Award(3rd Rank amongst the top 10 IndianCompanies)

Most Respected Company in Automobile Sector

byBusiness WorldBike Maker of the Year by Overdrive Magazine2002 Bike Maker of the Year by Overdrive Magazine

Winner of the Review 200 - Asia's Leading Companies Award(4th Rank amongst top 10 IndianCompanies)Sponsored 'India-England Women's Cricket Series'Sponsored 'Hero Honda Masters Golf Championship'Dawn model introducedEntrepreneur of the Year Award conferred upon the Chairman,

Mr. Brijmohan Lall by Business Standard

Company of the Year for Corporate Excellence bytheEconomic TimesAmbition model introducedGiants International Award to the Chairman, Mr. Brijmohan

Lall in the field of Business & Industry

Appointed Virender Sehwag, Mohammad Kaif, Yuvraj Singh,Harbhajan Singh and Zaheer Khan as Brand AmbassadorsBusiness Leadership Award conferred upon the Chairman, Mr.

Brijmohan Lall by Madras ManagementAssociationMr. Pawan Munjal, Managing Director of Hero Honda Motors

Ltd. Appointed as the Chairman of Asian PGATour Board of DirectorsSponsored 'Second Indian Television Academy Award'

2001

Bike Maker of the Year by Overdrive Magazine

8


9/78

Winner of the Review 200 - Asia's Leading Companies Award(9th Rank amongst top 10 InidanCompanies)Passion model introducedAchieved OM - One million production in one singleyear

Joy Model launchedEntrepreneur of the Year Award conferred upon theChairman, Mr Brijmohan Lall by Ernst & Young

50,00,000th Bike produced

'Three Leaves Award for Environment' to Hero Honda byCentre for Social & Environment Green RatingProject.Sponsored '21st Cinema Express Award'Sponsored 'India-England Test Series'

Sponsored 'First Indian Television Academy Award'Sponsored 'Hero Honda NKP Salve Challenger Trophy'Sponsored 'Stardust Hero Honda Millennium HonoursAward'Sponsored 'Hero Honda Masters Golf Championship'Appointed Sourav Ganguly & Hrithik Roshan as

BrandAmbassadors

Environment Performance Award to Hero Honda DharuheraPlant by Haryana State Pollution Control BoardEnvironment Management System of Gurgaon Plant

certified ISO-14001 by DNV Holland4,000,000th motorcycle producedSponsored '20th Cinema Express Award'Splendor declared World No. 1 - largest selling single two-

wheeler modelPassport Programme - Customer Relation Programmelaunched

Sir Jehangir Ghandy Medal for Industrial Peace conferred

9


10/78

upon the Chairman, Mr. Brijmohan Lall by XLRI, Jamshedpur

199925,00,000th motorcycle producedCBZ model launchedSponsored '7th World Cup Cricket tournament' at England

Environment Management System of Dharuhera plant

certified with ISO 14001 by DNV HollandRaman Munjal Memorial Hospital inauguratedSponsored 'Hero Honda Masters Golf Championship'Suhana Safar - Customer Relation Programme launched30,00,000th Motorcycle produced in December

Best Productivity Award for the best performance inAutomobile & Tractor Sector by National ProductivityCouncil presented by Vice President of India

199820,00,000th motorcycle producedHero Honda Masters Golf Championship startedBusiness Leader of the Year conferred upon the Chairman,

Mr. Brijmohal Lall by Business Baron

199715,00,000th motorcycle producedStreet model introducedFoundation stone of Raman Munjal Vikas Kendra foundation

stone laid by Chief Minister of Haryana

Gurgaon plant inaugurated by Honda PresidentSponsored 6th Women World Cup TournamentDistinguished Entrepreneurship Award conferred upon the

Chairman Mr. Brijmohan Lall By PHD Chamberof Commerce & industry1200 motorcycles per day production started

1996Hero Honda becomes first company to serve Army, Navy &

10


11/78

Air Force with its 100cc motorcycles1000 motorcycles per day production started1995 800 motorcycles per day production startedNational Award for Outstanding contribution to theDevelopment of Indian Small Scale Industry (NSIC Award

- Presented by President of India)The Analyst Award 1995 presented to Hero Honda MotorsLimited on being ranked 9th amongst the most investorrewarding Companies in India1994Splendor model introduced10,00,000th motorcycle producedThe Businessman of the Year award is conferred upon the

Chairman Mr Brijmohan Lall - by Business India Group ofPublications1993 750,000th Motorcycle produced

Sponsored Hero Group - Five Nations Cricket Tournament1992A school named Raman Kant Vidya Mandir inaugurated inmemory of the first Managing Director of Hero Honda MotorsLimited

1991500,000th motorcycle producedCD 100SS model introducedMobile Service Workshop launched

Economic Times-Harvard Business School Award for

Excellent Governance to Hero Honda Motors Ltd. HeroHonda moved into India's Top 100 Companies - Ranked 87

1990 400,000th Motorcycle producedPegasus Award from Readers Digest for campaigning 'OneLitre Road'1989 Sleek model introduced300,000th Motorcycle produced

11


12/78

1988 Hero Honda Family Club formed at Gurgaon200,000th motorcycle produced

1987Engine plant started1,00,000th Motorcycle produced

1986 Quality circles launched

1985First motorcycle (Model CD 100) produced200 motorcycles per day production

1984Company incorporatedTechnical collaboration signedFoundation stone laid

1983Joint Collaboration Agreement with Honda Motor Co.Ltd. Japan, signedShareholders Agreements signed

12


13/78

AWARDS & ACCOLADES

Awards & Recognitions to Hero Honda Motors Limited

2003 Bike Maker of the Year by Overdrive MagazineMost Respected Company in Automobile Sector by Business World

Winner of the Review 200 - Asia's Leading Companies Award (3rd Rankamongst the top 10 Indian companies)2002 Bike Maker of the Year by Overdrive MagazineWinner of the Review 200 - Asia's Leading Companies Award (4th Rankamongst the top 10 Indian companies)Entrepreneur of Year Award by Business StandardCompany of the Year of ET Awards for CorporateExcellenceGiants International Award to the Chairman in the field ofBusiness & IndustryBusiness Leadership Award by Madras Management Association2001 Entrepreneur of the Year Award by Ernst & YoungWinner of 3 Leave Award for showing Corporate Environment

Responsibility in the Automobile Sector byCentre for Science & EnvironmentWinner of the Review 200 - Asia's Leading Companies Award (9th Rankamongst the top 10 Indian Companies)Bike Maker of the Year by Overdrive Magazine2000 Sir Jehangir Ghandy Medal for Industrial Peace - by XLRI, Jamshedpur1999 National Productivity Award for the Best Productivity Award in thecategory of Automobile & Tractor presented by Vice President of India1998 Business Leader of the Year by Business Baron1997 Distinguished Entrepreneurship Award by PHD Chambers of Commerce &Industry1995 The Analyst Award 1995 presented to Hero Honda Motors Ltd. on being13


14/78

ranked 9th amongst the most investor rewarding companies in IndiaNational Award for outstanding contribution to the development of IndianSmall Scale Industry (NSIC Award - Presented by President of India)1994 Businessman of the Year by Business India

1992

Honorary Membership - Indian Institution of Industrial Engineering

1991Economic Times-Harvard Business School Award for CorporatePerformance to Hero Honda Motors Ltd.

14


15/78

PRODUCTS

CBZ Ambition Splendor

Splendor+ PASSION CD 100 CD 100SS CD DAWN Karizma15


16/78

A bike that sets your pulse racing even when standing still. Once kicked to lifeandturned full throttle, it's a wonder bike that can take on the winds. And like you, it runs onpassion.

FEATURESPresenting the perfect blend of power, style and passion Transient Power Fuel Control (TPFC) System: For quick acceleration, providing a

sudden surge when required. A feature which is used in some of the most advancedcars.

Tachometer and Trip meter: Tachometer displays the engine rotation speed. And afirst time feature the Trip meter measures the distance traveled in a trip.Dynamic Vibration Dampers: The dampers incorporated in the handlebar, ensure that

your ride is smooth and easy.16


17/78

Air Injection System: Injects fresh air into the exhaust port, to meet the emissionnorms.

Gear Box: Equipped with five gears and a 156cc engine that generates 12.5 bhp power.

Enough to take it from 0 -60kmph in just five seconds and touch the top speed of100kmph.

Unique Trapezoidal Headlight: Gives the CBZ a distinctly stylish look. Providedwith35 watts of power these headlights help give you a clear view of the road, evenin thedarkest of nights.

Zero Crank Case Evaporative Emission: An advanced pollution control feature which

is the first of its kind in India. Keeping alive the Hero Honda tradition of environmentfriendly bikes.

Multi Lever Locking Seat : Provides storage space It also doubles as an anti theftmechanism for the CDI unit, RR unit and the battery, by allowing the side coversto beopened only after unlocking the seat.

Adjustable Rear-Shock Absorbers: They have been provided for extra comfort, andcan be easily adjusted into five positions.

Hydraulic Vibration Dampers: The hydraulic dampers have been incorporated into thehandlebars to ensure that your ride is smooth and steady.

SPECIFICATIONSCBZEngine 4-stroke, single cylinder , air - cooled, OHCDisplacement 156.8ccClutch Type ManualClutch Primary -Clutch Secondary Multi-plate wetTransmission 5-speed constant meshFinal Drive Roller chainIgnition ElectronicStarting Kick starter

17


18/78

Frame Tubular single cradleSuspension (Front ) Telescopic hydraulic forkSuspension (Rear ) Swing arm with hydraulic damper- 5-step adjustmentDimensions (L*W*H) 2100*755*1130mmWheel Base 1335mmGround Clearance 160mm

Kerb Weight 138 kgTyres:Front/Rear 2.75*18-42P/100/90*18-56PMax. Power 12.8 PS@8000 rpmMax.Speed 100 kmphFuel Tank Capacity 12.5 1tr(2.5 ltr reserve)

18


19/78

A bike that sets your pulse racing even when standing still. Once kicked to lifeandturned full throttle, it's a wonder bike that can take on the winds. And like you, it runs onpassion.

FEATURES

A motorcycle for upgrades from 100 cc who have the ambition to move upwards.Ambition is what we make of it. Ambition is our power within. Ambition is our power tomove forward.

Contemporary styleAcceleration/ PowerAdequate fuel efficiency.

19


20/78

SPECIFICATIONSEngine 4 strokeDisplacement 133 ccMaximum Power 11 BHP / 11.15 PS @ 8000rpmMaximum Speed 100 KMPH

Gears 5Frame Tubular single cradle,diamond typeTyres: (Front) 2.75 X 18Tyres: (Rear) 3.00 X 18Headlight Trapezoidal 35 / 35 WFuel Efficiency 55 KMPL

20


21/78

Designed with your comfort in mind, with a contoured low slung seat, specially designedhandle-bar and a strong double-cradled tubular frame. This bike epitomises ridingpleasure. Truly, the limousine of Indian two wheelers.

FEATURES

Designed to Excel

The Hero Honda Splendor is an excellent example of the term. Designed with yourcomfort in mind, with a contoured low-slung seat, specially designed handle-barand astrong double-cradled tubular frame. This bike epitomises riding pleasure. Truly, thelimousine of Indian two Wheelers.

The 4-stroke, 100 cc driving machine from Hero Honda. A bike that will stop you

rightin your tracks. Both by its look and performance. True to its Honda lineage. Consider itsnewly designed engine that gives you unprecedented fuel efficiency. While still

21


22/78

delivering a punchy 7.5 PS. Next, feel the ergonomics of it as you cruise along.A well-cushioned low-slung seat helps you rest and ride at the same time. Not to mention thesuspension, that works so well that probably you'll never find out what happensbetween

the tyres and that bumpy road. Needless to add, owning a Splendor means a lot ofotherthings too. Like getting all the admiring looks. Or the pride you feel in ridinga bike thatmeets the pollution control standards of the next decade, today.

That's Splendor. A bike that will be called a turning point in motorcycling. Socheck it

out. Tomorrow has arrived, in style!SPECIFICATIONSSPLENDOR

Engine 4-stroke, single cylinder , air - cooled, OHCDisplacement 97.2ccClutch Type ManualClutch Primary -Clutch Secondary Multi-plate wetTransmission 4-speed constant meshFinal Drive Roller chainIgnition ElectronicStarting Kick starterFrame Tubular double cradle typeSuspension (Front ) Telescopic hydraulic forkSuspension (Rear) Spring loaded hydraulic type with both sideaction

Dimensions( L*W*H) 1970*720*1040mmWheel Base 1230mmGround Clearance 159mmKerb Weight 109 kgTyres:Front/Rear 2.75"*18"-4PR/2.75"*18-"-6PRMax. Power 7.5 PS@8000 rpmMax.Speed 85 kmphFuel Tank Capacity 10.51tr (1.4 1tr reserve)

22


23/78

The world's best-selling motorcycle just got better. The Splendor+, a bike thatwill stopyou right in your tracks. Both by its looks and performance. Needless to add, owning aSplendor+ means a lot of other things too. Like getting admiring looks. Or the pride of

riding a motorcycle that meets the pollution control standards of this decade. That's theSplendor+. The new face of trust.

FEATURES

Designed to Excel

23


24/78

The world's best-selling motorcycle just got better. The Splendor+, a bike thatwill stopyou right in your tracks. Both by its looks and performance. Consider its new, clear,bright multi-reflector head light, multi-reflector tail light and stylish graphics which give

it, its contemporary looks. Next, feel the ergonomics of it as you cruise along.A well-cushioned low-slung seat helps you rest and ride at the same time. Not to mention, thesuspension that works so well that you'll probably never find out what happens betweenthe tyres and those bumpy roads. Needless to add, owning a Splendor+ means a lotofother things too. Like getting admiring looks. Or the pride of riding a motorcycle thatmeets the pollution control standards of this decade. That's the Splendor+. Thenew face

of trust.Multi-reflector head light

SPECIFICATIONS

SPLENDOR+

Engine 4-stroke, single cylinder lair-cooled, OHCDisplacement 97.2.ccTransmission 4-speed constant meshIgnition ElectronicHead light 12V 35/35W multi-reflector with halogen

lampFrame Tubular double cradle typeSuspension (front) Telescopic hydraulic forkSuspension (rear) Hydraulic spring loaded type with both sideactionWheelbase 1230 mmGround clearance 159 mmKerb weight 109 kgsTyre (front) 2.75*18-4 PRTyre (rear) 2.75*18-6 PRType of brake (front) Drum type (130 mm diameter)Optional Disc type (240 mm diameter)Type of brake (rear) Drum type (110mm diameter)Max power 7.5PS @ 8000 rpm / 5.5 KW @ 8000rpmMax speed 85 kmphFuel tank capacity 10.5 litres (reserve 1.4 litres)

24


25/78


26/78

SAFETY: Position Lamp; Side Reflector; Wider Wheel BaseCONVENIENCE: Large Storage Space with Locking Facility; Helmet Holder;Lockable Seat

COMFORT: Adjustable Rear Cushion; Wide & Comfortable Seat; Broad Rear Tyre

SPECIFICATIONS

Engine 4-stroke, Single Cylinder, Air - Cooled OHCDisplacement 97.2 ccMaximum Power 7.5 Ps at 8000 rpmGear Box 4 Speed Constant MeshClutch Multi-Plate Wet TypeMax. Speed 85 Kmph.Frame Tubular Double Cradle

Suspension (Front) Telescopic Hydraulic Fork

Suspension (Rear) Swing Arm with 5 step adjustable hydraulic damper.Tyre Size (Front) 2.75 * 18- 4 PR /42 PTyre Size (Rear) 3.00*18-4/6 PRBrakes (Front) Internal Expanding Shoes Type(130mm)/ Hydraulic Disc Type (Optional)Brakes (Rear) Internal Expanding Shoes Type (130 mm)Final Drive Roller ChainBattery 12 V-2.5 AhIgnition Electronic CDIStarting Kick StarterWheelbase 1235 mmGround Clearance 160mm

Length 1980 mmWidth 720 mmHeight 1060 mmKerb Weight 116 kgs.

Fuel Tank Capacity 12.8 litres (Reserve 1.1 litres)Head light Halogen Bulb 35 W / 35 W

26


27/78

The Original Fill it, Shut it, Forget it Bike

India's first 4-stroke bike is still India's foremost. And the reasons for its popularity areapparent. Economy, reliability, and the capability to go on and on. Year after year.

FEATURES

27


28/78

The 4-Stroke Engine : The CD100's 4-stroke engine is derived from Honda's toughEcono series range of engines, which have proved their mettle for the last 35 years.Worldwide.

Phenomenal Fuel Efficiency: A marvel of 4-stroke technology, ensuring complete

combustion of fuel. Giving you an unbelievable average of 80 kms/litre.

Economical & Easy to Maintain : Optimal oil utilization of 50 ml for every 1000kms.And separate oil circulation in the engine, instead of it being burnt with petrol. Hence, nocarbon deposits on piston rings, spark plug and silencer to worry about.

Built For Strength and Endurance : The CD100 is the only Indian bike using a T-boneframe of high quality pressed tensile steel. Moreover, having less welded jointsand

fewer stress points, it emerges unrivalled in terms of strength, durability andsafety.

Smokeless Exhaust: CD100 is the only 100cc bike, which satisfies pollution limits andis well within the stipulated carbon monoxide emission levels.

Nationwide Service Support : Backing the technological excellence of the CD 100is anextensive and well-equipped sales and service network, well spread out across thecountry.

Other Thoughtful Features : An improved, easy-to-read, illuminated speedometer.With a colour-marked 'Economy Zone' indicating cruising range. Pillion-step mountedon chassis frame for pillion rider's comfort. Double tube rear shock absorbers for betterriding comfort. A range of exciting colours.

SPECIFICATIONS

CD100

Engine 4-stroke, single cylinder, air - cooled, OHCDisplacement 97.2ccClutch Type ManualClutch Primary -Clutch Secondary Multi-plate wet

28


29/78

Transmission 4-speed constant meshFinal Drive Roller chainIgnition ElectronicStarting Kick starterFrame Backbone typeSuspension (Front ) Telescopic hydraulic fork

Suspension (Rear) Spring loaded hydraulictype with both side actionDimensions (L*W*H) 1925*720*1040mmWheel Base 1220mmGround Clearance 145mmKerb Weight 107 kgTyres:Front/Rear 2.50"*18"-4PR/2.75"*18"-6PRMax. Power 7.2 [email protected] 80 kmphFuel Tank Capacity 10.1 ltr (2.8 1tr reserve)

29


30/78

This bike - anyway you look at it - represents toughness. And the ability to handle evenoff road, dirt track conditions with ease. All this with the economy and comfortyou havealways associated Hero Honda with.

FEATURES

Tough and Rugged

Wider tyres. Higher ground clearance. A special engine guard. This bike any wayyoulook at it represents toughness. And the ability to handle even off road, dirt trackconditions with ease. All this with the economy and comfort you have always associatedHero Honda with.

Extra Strength. Matchless Fuel Economy: Say goodbye to your commuting troubles.And get ready to take on the toughest riding conditions, while continuing to enjoy thelegendary fuel economy. The CD100SS adds a new dimension of strength to HeroHonda's world famous 4-stroke technology, the CD100SS adds a new dimension of

30


31/78

strength. Special modifications have been incorporated to prepare the bike for the roughand the tough.

Larger Reinforced Shock Absorbers: To soak up bumps on unkind roads. To protectyour bike, and insulate you from discomfort.

Wider Tyres: To grip the road, no matter in what condition. Improved corneringstability and safety.

Heavier Body Weight: To ensure balance and strength. The 103 kilo dry weight makesthe ride exceptionally stable.

Engine Guard: To protect your engines from the assault of sand, mud and stones.Therefore improving performance.

SPECIFICATIONS

CD100SSEngine 4-stroke, single cylinder, air - cooled, OHCDisplacement 97.2ccClutch Type ManualClutch Primary -Clutch Secondary Multi-plate wetTransmission 4-speed constant meshFinal Drive Roller chainIgnition ElectronicStarting Kick starterFrame Back bone typeSuspension (Front ) Telescopic hydraulic forkSuspension (Rear) Spring loaded hydraulic type with both side action

Dimensions (L*W*H) 1960*720*1050mmWheel Base 1225mmGround Clearance 165mmKerb Weight 112kgTyres:Front/Rear 2.75"*18"-4PR/3.00"*18"-4PRMax. Power 7.2 PS@8000 rpmMax.Speed 80 kmphFuel Tank Capacity 10.1 1tr(2.8 ltr reserve)

31


32/78

A smooth ride over the toughest of roads with maximum fuel efficiency and at anaffordable price, now you can bid goodbye to all your commuting problems!

FEATURES

Presenting CD Dawn, the true-value 4 stroke, 100cc motorcycle from Hero Honda. A

motorcycle that encompasses the legendary Hero Honda values of fuel-efficiency,economy and rock-solid dependability

TOUGH TRACK SUSPENSION

32


33/78

The CD Dawn comes with a unique suspension that smoothens and absorbs bumps onunkind roads and provides you with continuous riding comfort.

DOUBLY STRONG TUBULAR FRAME

Its double tubular-cradle frame by imparting extra stability to the motorcycle,

ensures anexceptionally stable ride.This and other features - like the legendary Hero Honda mileage, the first-of-its-kind 2yearwarranty in the category and a price that will make you smile, is what makes thenew Hero Honda CD Dawn - Value Nayae Zamane Ki!

SPECIFICATIONSEngine 4-stroke, air-cooled, single cylinder OHCDisplacement 97.2ccClutch Multiplate wet

Gear box 4 speed constant meshFrame Tubular double cradleBattery 12V - 2.5 AhHead lamp 35W / 35W - Halogen bulbSuspension(front) Telescopic hydraulic shock absorberSuspension(rear) Swing arm with hydraulic shock absorberWheelbase 1230 mmDimensions (LxWxH) 1980x720x1045 mmGround clearance 150 mmKerb weight 108 kgsTyre (front) 2.75 x 18-4 PRTyre (rear) 2.75 x 18-6 PRMax power 7.4 PS @ 8000 rpm

Max torque 0.79 Kg-m @ 5000 rpmBore x Stroke 50.0 x 49.5 mmCompression ratio 8.8: 1Starting Kick startFuel tank capacity 10.5 litres (reserve 1.8 litres)

33


34/78

The Karzima features a 223cc, 17PS power packthat accelerates you from 0-60 in 3.8 seconds.Distinctive styling and Mag alloy wheels makethis bike stand out before it races away from thepack. Digital ignition and a constant vacuumcarburetor facilitate better control of ignition

timing.Priced at Rs. 89,220/-on road Mumbaithe Karizma is available in seven attractiveshades.

Multi-reflector Trapezoidal

Large 276 mm diameter FrontHeadlamp with Halogen Lamp

Disc Brakes. 50Kmh to 0 in 2.7

for increased brightness forseconds.greater safety.The Kazima's stylish

The fuel tank not only providesinstrument cluster features a

a large capacity of capacity ofDigital odometer, trip meter,

15 litres (reserve 2 Litres), itfuel gauge and clock. Another

also provides the big sportsfirst on an Indian motorcycle. bike feel to the Karizma.

KARIZMA to redefine the Indian motorcycle market; company sets formidable

benchmarks in technology & innovation

Advanced Technology Features like AMI system with CCVI, ignition cut-off andconstant vacuum carburettor to provide superb riding performanceExclusive Firsts such as digital odometer, digital tripmeter, digital fuel gaugeandreal time clock guarantee precise measurementsPower Par Imagination: 0 to 60 kmph in 3.8 seconds, the best in the Indianmotorcycle industryPass Switch and large front disc brake to provide increased safety34


35/78

PRICES

Prices (in Rupees)City Ex. Showroom Price On Road Price

Ambition 135 ( Drum & Kick )Bangalore 44,210 48,927Calcutta 45,710 50,900Chennai 46,175 50,361Delhi 44,976 47,271Mumbai 45,883 50,167Pune 44,221 48,360


CBZBangalore 51,607 57,609Calcutta 54,432 60,150Chennai 54,153 58,908Delhi 53,779 56,291Mumbai 54,189 59,196Pune 52,220 57,056

SPLENDORPrices (in Rupees)

City Ex. Showroom Price On Road PriceBangalore 39,947 44,272Calcutta 40,613 46,000Chennai 40,723 44,813Delhi 40,076 42,287Mumbai 41,831 45,763Pune 40,322 44,12235


36/78


CD100 SSBangalore 38,690 42,925

Calcutta 39,318 44,475Chennai 39,452 43,520Delhi 38,821 41,007Mumbai 39,452 43,176Pune 38,026 41,626


CD100Bangalore 37,193 41,276

Calcutta 37,796 42,963Chennai 37,933 41,974Delhi 37,324 39,485Mumbai 38,937 42,616Pune 37,532 41,089


CD DAWNBangalore 31,900 35,765Calcutta 31,899 36,900

Chennai 30,900 34,835Delhi 31,899 33,965Mumbai 32,065 35,146Pune 30,899 33,880

PASSION PLUS36


37/78


38/78

City Ex. Showroom Price On Road PriceBangalore 43,043 47,653Calcutta 43,749 49,200Chennai 43,856 48,001Delhi 43,175 45,311Mumbai 45,076 49,290

Pune 43,444 47,516

38


39/78

CHAPTER 4RESEARCH METHODOLOGY

OBJECTIVES OF THE RESEARCH STUDY

Primary Objective

To find the gap between consumer perception and the brand positioning of the HeroHonda bikes in India.

Secondary Objectives

1.Understand the brand positioning of Hero Honda bikes in Indian market.2.Understand the consumer perception towards Hero Honda bikes.

3.Understanding the consumers choices while purchasing bikes.4.Various reasons considered while purchasing a bike.5.Understanding the consumers recall of bikes, punch lines, bike features, andbrand ambassadors and associating them with the brand positioning of bikesby Hero Honda Company.6.To check the effectiveness of advertising by Hero Honda Company.RESEARCH DESIGN

Due care is taken to ensure minimum bias and maximum reliability.

Descriptive ResearchDescriptive research is used in the project. The main objective of descriptive research isto describe the market characteristics or function. The ideal way to go about itwasthrough Questionnaire. Questionnaire was designed based on research objectives andthe targeted segment. It is the part of conclusive research.

Two types of methods of data collection is used in research:Secondary data

39


40/78

Survey method

DATA SOURCES

Primary Sources of Data

Filling Questionnaires.

Secondary Sources of Data

Books, Internet, Magazines, etc

SAMPLE DESIGN

Target Population

Males and females above 18 years of age in Delhi region are considered for the sample

target population.Sampling Technique

Convenience sampling: A non-probability sampling technique that attempts to obtain asample of convenient element. The selection of sampling units is left primarilyto theinterviewer, or the researcher uses personal judgment for taking sample. It is done, byusing convenience in time and reach, using students, friends, etc in the sample.

Sample Size

The sample size of 70 was taken for the Research Study.

Extent

Extent of this study is limited to Delhi only.

Time

Time period in which the data was collected is March-2004.

40


41/78

Limitations

1.Sample size taken is 70, which is very small for such type of research study andmay not represent the whole picture of Delhi region.

2.Since the study was taken for two month, so there was a constraint of time,money and effort.3.The biasness of consumer or response error cannot be eliminated.4.Survey was done when India-Pakistan Friendship Series of cricket matches aregoing on. As Hero Honda is the official co-sponsor of the tournament, HeroHonda Company has shown lot of advertisement during that time.5.No use of complex statistical tools like perceptual mapping in the project because

of lack of knowledge of proper implementation of these complex statistical tools.41


42/78

CHAPTER 5DATA ANALYSIS, INTERPRETATIONAND PRESENTATION

Q. 1. Gender proportion in the sample

Gender NumberMale 61Female 9Total 70

Number01020304050

607080Male Female TotalNumberThe sample size taken in the project is 70. The percentage of male population inthesample is 61 which about 87.14% and percentage of female population are about 12.86%approx, whose number is 9.

Q.2. Occupation of the respondents42


43/78

Gender Business Service Student SelfEmployedTotalMale 6 13 40 2 61Female 0 1 8 0 9Total 6 14 48 2 70

Female

0%6%

BusinessServiceStudent

50%

44%

Self Employed0%

Total

Occupation wise distribution of females in the population is zero percent businesswomen, 12% in service, 88% student, and zero percent self employed. The sample has avery low percentage of female involved as respondents in the project.

Male

5%

BusinessServiceStudent

11%

49%

Self Employed

33%2%

Total

43


44/78

Occupation wise distribution of males in the population is 10% involved in business,22% in service, 66% student, and 2% of respondent is self-employed. The sample hasabout of 88% male population involved as respondents in the project.

44


45/78

Q.3. Age group of the respondentsGender Age 18-25 Age 25-30 Age 30-35 Age35&aboveTotalMale 43 12 2 4 61Female 8 0 0 1 9

Total 51 12 2 5 70

Distribution of population based on age of the respondents in the research study.

Male

3% 7%

Age 18-25

Age 25-30Age 30-35Age 35&above70%20%The percentage of male respondents in the age of 18-25 are about 70%, whereas 20%belongs to the age group of 25-30, and only 3% belong the age group of 30-35, and about7% of the male respondents belong to the age of 35 years and above.

45


46/78

Female

0%0%11%Age 18-25Age 25-30

Age 30-35Age 35&above89%

The distribution of female population is not same as male population. It has 89%of therespondents in the age of 18-25, and 11% population in the age of 35 years and above,and zero respondents in the age of 25-30 years and 30-35 years.

The majority of the population (both male and female) belongs the to the age of18-25

years. It has been deliberately chosen as the motorbikes are positioned by the companieson the target and potential consumers of this age group.

46


47/78


48/78

SelfEmployed

11

002

MaleownerTotal

19420

970

291410 1807

6

Male non-ownerFemaleownerFemalenon-owner47


49/78

The sample respondents of the sample who owns the bike are all male and no female isthe owner of the bike in the sample. The percentage of owners in the whole sample isonly about 27%. Among them, majority of the owners are students.

If yes, then the people who owned Hero Honda bike

Gender Business Service Student SelfEmployedTotalMale 1 1 2 1 5Female 0 0 0 0 0Total 1 1 2 1 5

012

3456MaleFemaleTotalAmong the total owners of bikes of the population selected for sample, only 5 peoplehave Hero Honda bikes. It comes to about 26% of the owners are Hero Honda bikeowners against the total owners of bikes.It can be concluded that the reach of Hero Honda is very low in the target sample

population.

Q.5. Satisfaction after purchase of the Hero Honda bike48


50/78

Gender Business Service Student Self employed TotalMale High 0 1 2 0 3Medium 1 0 0 1 2Low 0 0 0 0 0Female High 0 0 0 0 0Medium 0 0 0 0 0

Low 0 0 0 0 0Total 1 1 2 1 5

00.511.522.5High Medium Low High Medium LowMale FemaleBusiness

ServiceStudentSelf employedAmong the total Hero Honda bike owners about 60% of the respondents have rated ashaving high satisfaction after purchase of the bike and 40% of the population has ratedmedium satisfaction level after purchase of the bike, where no low satisfactionlevelrespondents are found in the sample.

49


51/78


52/78

Q.6. Respondents who have identified these bikes as Hero Honda bikesBikes Business Service Student SelfemployedAmbition 5 8 35 2Pulsar 1 0 2 0Karizma 3 7 42 1

Dawn 1 6 24 1Passion 6 9 38 2Freedom 0 1 3 0Enticer 0 0 3 0Caliber 1 3 0CD Dawn 3 4 23 1Splendor 5 10 43 1Victor 0 1 14 0CD 100 3 2 5 1Libero 0 0 2 0Wind 0 0 4 0CBZ 6 10 37 2

FieroEliminatorBoxerAdernoCentraVT-I00000000

001000000000

51


53/78

01020304050

6070BusinessServiceStudentSelfemployedTotalDon'tKnowAmbitionKarizmaDawnPassion

CD DawnSplendorCD 100CBZ010203040506070Business

ServiceStudentSelfemployedTotalDon'tKnowAmbitionKarizmaDawnPassionCD DawnSplendorCD 100CBZThis graph shows the people who have identified Hero Honda bikes. The bars underthetotal shows the combination of business people, service, students, and self employed andthe bars of Dont shows the people who were not able to identify the Hero Honda bikes.

Mostly recognized bikes were Splendor, CBZ, Passion, Karizma, Ambition, whereasthebikes, which were mostly not recognized, are CD100, CD Dawn, and Dawn.

52


54/78

FieroPulsarFreedomEnticerLiberoWindCaliber

VictorEliminatorBoxerAdernoCentraVT-ISelf employedStudentServiceBusinessFieroPulsarFreedomEnticerLiberoWind

CaliberVictorEliminatorBoxerAdernoCentraVT-ISelf employedStudentServiceBusiness0 5 10 15

These are the people who have given the choice that these are also the Hero Honda bikes,where as these are not Hero Honda bikes. Therefore, it is a grossly and absolute

lywrong answer.

It implies that there exists a wide gap between the Brand Positioning of bikes by HeroHonda and Brand Positioning by other companies also. There exits a gap betweenconsumer perception towards recognizing brand names of bikes and associating itwithcompany names. As one can easily see the graph and make it clear that respondents haveidentified non Hero Honda bikes as also Hero Honda bikes.

Q.7. Respondents who have correctly remembered punch lines53


55/78

Punch Right Wronglines/Gender Male Female Male FemaleDesh kiDhadkan49 8 2 0Definitely Male 48 4 3 2

Hoodibaba 51 6 3Jet set go 36 3 6 0Public Ka NayaTransport27 3 4 0More smilesper hour26 2 6 1

Desh ki Dhadkan

3% 0%

14%

Right MaleRight FemaleWrong MaleWrong Female83%

The correct punch lines of Desh Ki Dhadkan remembered by males is about 83%,whereas by females is about 14%, which is the majority of the response given bysample

population. Whereas the wrong answer given sample is only 3%. Therefore it can besaid that majority of the respondents have correctly identified the punchlines of Desh KiDhadkan of Hero Honda. Therefore it can be said that very little gap exits betweenconsumer perception and brand positioning by Hero Honda Company.

54


56/78

84%7%84%7%Definitely Male

5% 4%

Right MaleRight FemaleWrong MaleWrong FemaleThe punch line of Definitely Male has been positioned by Bajaj for Pulsar bike,which iscorrectly given by about 84% of the responses of the sample. Whereas the femalepercentage for correct answer is about 7%, which forms the majority of the responses of

sample population. Whereas the wrong answer given sample is only 9%. Therefore itcan be said that majority of the respondents have correctly identified the punchlines ofDesh Ki Dhadkan of Hero Honda. Therefore it can be said that very little gap exitsbetween consumer perception and brand positioning by Bajaj Pulsar bikes.

Hoodibaba

0% 5%

10%

Right MaleRight FemaleWrong MaleWrong Female85%The punch lines of Hoodibaba has been positioned for the Bajaj Caliber bikes, which iscorrectly remembered by 85% males, whereas by females it is about 10%, which isthemajority of the responses. Whereas the wrong answer given sample is only 5%.

55


57/78

Therefore it can be said that majority of the respondents have correctly identified thepunchlines of Hoodibaba. Therefore it can be said that very little gap exits betweenconsumer perception and brand positioning.

Jet set go13% 0%80%Right MaleRight FemaleWrong MaleWrong Female

7%The punch lines of Jet Set go has been positioned for the Karizma bikes of HeroHonda,which is correctly remembered by 80% of male responses, whereas by females it is

about7%%, which is the majority of the responses. Whereas the wrong answer given sampleis only 13%. Therefore it can be said that majority of the respondents have correctlyidentified the punchlines of Jet Set Go. But 13% of the wrong answers are significantone and gap exits between consumer perception and brand positioning of punch lines ofkarizma bikes.

9%Public Ka Naya Transport

12% 0%

Right MaleRight FemaleWrong MaleWrong Female79%

56


58/78

The punch lines of Public Ka Naya Transport has been positioned for the CD Dawnbikes of Hero Honda, which is correctly remembered by 79% of male responses, whereasby females it is about 9%%, whereas the wrong answer given sample is only 12%.Therefore it can be said that majority of the respondents have correctly identified the

punchlines of Public Ka Naya Transport. But 12% of the wrong answers are significantone and gap exits between consumer perception and brand positioning.

More smiles per hour17% 3%Right MaleRight FemaleWrong MaleWrong Female

74%

6%The punch lines of More Smiles Per Hour has been positioned for the TVS Victor bikes,which is correctly remembered by 74% of male responses, whereas by females it isabout6%%, whereas the wrong answers given sample is only 20%. Therefore it can be saidthat majority of the respondents have correctly identified the punch line. But at 20%wrong answers, there exits a wide gap between the between consumer perception andbrand positioning.

Given the choices to the respondents, Hero Honda bike has shown minimal gap inremembering the punch lines of bikes. Whereas it is almost equally good for theBajajbikes also, but for punch lines of TVS victor, the gap exists between consumerperception and brand positioning.

57


59/78

Q.8. Respondents identified these bikes as best mileage bikes.Bikes Business Service Student SelfemployedTotalAmbition 2 4 4 2 12Karizma 1 1 2 4

Passion 2 4 5 11Dawn 2 2CD Dawn 1 1 2Splendor 2 6 20 28CBZ 1 2 8 11CD 100 2 7 9Cant say 1 3 4 8

The correct responses were the bolded bikes Dawn, CD Dawn, Splendor, and CD 100.The company has positioned the best mileage bikes as Dawn, CD Dawn, Splendor, and

5%2%13%10%Ambition9% 14%

KarizmaPassionDawn13%

CD DawnSplendor2%

CBZCD 10032%

Cant sayCD 100. The total outcome of responses in favors of these bikes were not as positionedby company. As you can see the responses were scattered over all the bikes. Thecombined correct responses of best mileage positioned bikes were only 46% of theresponses. Many of the respondents answered only one bike as positioned on the basisof best mileage.

Q.9. Respondents ranking of bikes based on best looks and styleBikes Rank58


60/78

1 2 3 4Ambition 5 10 16 14Passion 5 7 18 17Karizma 32 12 1 2CD Dawn 0 2 6 2Dawn 0 0 4 0

Splendor 5 8 4 10CBZ 20 15 5 4CD 100 1 0 2 0Cant say 2 0 0 0

Karizma and CBZ bikes are positioned by the company based on looks and style.

051015

20253035No ofPeople1 2 3 4RankAmbitionPassionKarizmaCD DawnDawn

SplendorCBZCD 100Cant sayAs it is said that beauty lies in the eyes of beholder, the ranking of Hero Honda bikes onlooks and style is a matter of personal choice.

Q.10. Respondents identified these bikes offering more colorsBikes Business Service Student SelfemployedTotalAmbition 2 2 10 1 15Karizma 1 1 5 0 7Passion 5 5 12 1 23

59


61/78


62/78

Q.11. Respondents identified these bikes as fastest bikesBikes Business Service Student SelfemployedTotalAmbition 0 0 0 0 0Karizma 3 7 27 1 38

Passion 1 0 2 0 3Dawn 0 0 0 0 0CD Dawn 0 0 0 0 0Splendor 0 1 1 0 2CBZ 0 0 12 0 12CD 100 0 0 0 0 0Cant say 2 4 8 1 15

Karizma is positioned by the company as the fastest bike with 5 gears.

0%

Ambition21%

Karizma0%PassionDawnCD Dawn55%

17%

SplendorCBZ3% 0%

4%

0%

CD 100Cant sayMajority of the respondents of about 55% have given right answers of karizma. Whereas the about 17% of the respondents have rated CBZ which is next to karizma. Overall,it can be said that a very large part of about 45% respondents either do not know aboutthe positioning of karizma bike

Q.12. Respondents identified these bikes having best pickupBikes Business Service Student Selfemployed

Total

61


63/78


64/78

Ambition 0 1 1Karizma 3 4 18 1 26Passion 3 0 3Dawn 0 0CD Dawn 0 0Splendor 1 3 3

CBZ 1 1 12 15CD 100 1 1Cant say 1 5 15 21

Karizma has been positioned by the company having best pickup.

21%1%31%4%4%0% 0%

1%

AmbitionKarizmaPassion38%

DawnCD DawnSplendorCBZ

CD 100Cant sayMajority of the respondents about 38% have given right answers of karizma. Whereasthe about 31% of the respondents have rated CBZ which is next to karizma. Overall, itcan be said that a very large part of respondents about 62% have given wrong answers orthey do not know the positioning of karizma bike.

Q.13. Respondents ranking of bikes based on engine capacityBikes Rank1 2 3 4Ambition 2 6 12 5Passion 3 3 10 11Karizma 30 4 0 0

62


65/78


66/78

Hritik Roshan 52 1 17Pankaj Kapoor 36 4 30Virendra Sehwag 24 1 45Yuvraj Singh 29 1 40

Saurav Ganguly, Hritik Roshan, Pankaj Kapoor, Virendra Sehwag, Yuvraj Singh, and

Mohammad Kaif has been brand ambassadors of Hero Honda bikes of Hero HondaCompany. Whereas Sachin Tendulkar is brand ambassador of TVS Victor bikes, andKapil Dev is brand ambassador of Kinetic Boss.

Saurav Ganguly

65%

4%31%Right

WrongCan't SaySaurav Ganguly has been recalled by about 65% of the respondents as brandambassadors of Hero Honda Company, whereas 31% of the respondents have wronglyassociated Saurav Ganguly with other bike advertisements, and 4% respondents didnotremembered about the advertisement.

64


67/78

Kapil Dev

34%16%50%

RightWrongCan't SayKapil Dev has been recalled by about 34% of the respondents as brand ambassadorsofKinetic Boss bike, but Kapil Devs bike advertisement have not been correctly recalledby many of the respondents, which is about 66%.

1%27%Sachin Tendulkar

72%

RightWrongCan't SaySachin Tendulkar has been recalled by about 72% of the respondents as brandambassadors of TVS Victor, whereas only 27% of the respondents have wronglyassociated sachin Tendulkar with other bike advertisements, and only 1% respondentsdid not remembered about the advertisement.

65


68/78

Mohammad Kaif

36%3%61%

RightWrongCan't SayMohammad Kaif has not been a good brand ambassador, as the respondents who recalledhis advertisements is only 36%, whereas majority respondents do not know about hisadvertisements about 61%, and only 3% respondents wrongly remembered hisadvertisements.

75%1%

24%Hritik Roshan

RightWrongCan't SayHritik Roshan has been a very good brand ambassador of Hero Honda as majority oftherespondents recalled his advertisements which is 75%, whereas only 1% wronglyremembered his advertisements, and only 24% respondents did not remembered hisadvertisements.

66


69/78

Pankaj Kapoor

43%51%

RightWrongCan't Say6%

Pankaj Kapoors advertisement was recalled by majority of respondents as a brandambassador and was 51% of the sample, whereas about 43% respondents do not knowabout his advertisements, and only 6% respondents wrongly remembered hisadvertisements.

58%Yuvraj Singh

41%

1%

RightWrongCan't SayYuvraj Singh has not been a very good brand ambassador for Hero Honda, as only

respondents who recalled his advertisements was 41%, whereas majority respondents donot know about his advertisements about 58%, and only 1% respondents wronglyremembered his advertisements.

67


70/78


71/78

69


72/78


73/78

Recognizing Hero Honda bikes based on best pickup. Majority of therespondents about 38% have given right answers of karizma. Where as the about31% of the respondents have rated CBZ which is next to karizma. Overall, it canbe said that a very large part of respondents have given wrong answers or they donot know the positioning of karizma bike.

Recognizing Hero Honda bikes based on engine capacity. The majority of theresponses are correct, but a large number of the responses were wrong. Thereforea wide gap exists between the consumer perception and the brand positioning ofthe Hero Honda bikes based on the engine capacity.

71


74/78

CHAPTER 7CONCLUSIONS AND SUGGESTIONS

Positioning of bikes on mileage has not been done properly. Some Hero Honda

bikes like Dawn, CD Dawn, CD 100SS, Splendor, Passion, and CD 100 falls inthis category. But the consumers remembered only one of them and rather theyhave considered other bikes also. There positioning of bikes based on mileageshould be done again.As the consumers gets confused and have problem in associating bikes with HeroHonda company, therefore the company should focus on projecting these bikes asHero Honda bikes. One reason, which I find is that Hero Honda has positionedthe bikes as separate brands and have not associated Hero Honda names withbikes. Therefore the company must use Brand names with sub brands. LikeBajaj Pulsar, TVS Victor, etc.

They should now concentrate more on their product which are not showing goodsales and should discontinue them if see constant losses, newer products to beintroduced on their place.The company should also lower the spare parts any the maintenance cost as themiddle class people feel it is little high compared to the other brands spare parts.The company should also provide enough spare parts to the dealers so that thecustomers wont have any problem looking for the spare parts during emergency.72


75/78

BIBLIOGRAPHY

1.Boyd, W. Harper, Ralph Westfall, and Stanley F. Stasch, Marketing Research(seventh edition) pp. 90-91.2.

Gupta, Anil and Anupam Ghosh, Brand Biography Hero Honda, AdvertisingExpress, February 2004, pp. 41-43.3.Kotler, Philip Marketing Management (Ninth Edition), Prentice Hall of IndiaPvt. Ltd. pp. 185-186.4.Kotler, Philip Marketing Management (Ninth Edition), Prentice Hall of IndiaPvt. Ltd. pp. 443.5.http://www.mid-day.com/news/business/2003/may/53005.htm Bajaj, HeroHonda vie for pole position accessed on 20 April 2004.6.

http://www.mouthshut.com/readreview/42966-1.html7.http://www.mouthshut.com/readreview/39860-1.html8.http://www.herohonda.com/site/home/home.asp73


76/78

QUESTIONNAIREQ Name: _________________Q Gender: Male Female

Q Occupation: Business Service Student Self Employed

Q Address: _____________________________Q Age: 18-25

25-30

30-35

35&above

Q Do you own a bike (Y/N)If yes, Name of bike purchased ________________If no, do you want to purchase a bike

(Y/N)Q Satisfaction after purchase (Tick ):(High /Medium /Low /Not Applicable)

Q Name other brands considered and compared before purchasing your bike.

Q Which brand comes to your mind thinking of best mileage for Hero Honda bikes

(Tick ):Ambition ____ Karizma _____ Dawn _____ CBZ _____ CD 100 _____Passion ____ CD Dawn _____ Splendor _____ cant say _____

74


77/78

Q Rank the bikes which have best looks and style (in ascending order, 1 being best andso on).Ambition ____ Karizma _____ Dawn _____ CBZ _____ CD 100 _____Passion ____ CD Dawn _____ Splendor _____ cant say _____Q Which Hero Honda bike offers more colors (Tick ):

Ambition ____ Karizma _____ Dawn _____ CBZ _____ CD 100 _____Passion ____ CD Dawn _____ Splendor _____ cant say _____

Q Which among the following is the fastest bike(Tick ):Ambition ____ Karizma _____ Dawn _____ CBZ _____ CD 100 _____Passion ____ CD Dawn _____ Splendor _____ cant say _____

Q Which among the following has best pickup(Tick ):Ambition ____ Karizma _____ Dawn _____ CBZ _____ CD 100 _____Passion ____ CD Dawn _____ Splendor _____ cant say _____

Q Rank the following bikes based on engine capacity (In ascending order, 1 beingbest

and so on).Ambition ____ Karizma _____ Dawn _____ CBZ _____ CD 100 _____Passion ____ CD Dawn _____ Splendor _____ cant say _____

75


78/78

Documents

31531320-Summer-Training-Proj-Hero-Honda-by-Sahil-Nagpal