Final Report Yamaha

8/3/2019 Final Report Yamaha

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A

PROJECT REPORT

ON

BRAND IMAGE OF YAMAHA AND ITS COMPETITORS

IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE DEGREEOF

MASTER OF BUSINESS ADMINISTRATION (MBA)

Submitted By: SUBMITTED TO:pradeep kumar singh Miss.Padma SharmaMBA-III Sem.

ARYA COLLEGE OF ENGG. &RESEARCH CENTRE, JAIPURSESSION 2010-2012


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ACKNOWLEDGEMENT

Sincere gratitude is due to industry guide Mr. Ankur suri, Asst. Manager (Product

Planning and Brand Management), India Yamaha Motor, Surajpur Plant, Greater Noida

(U.P.) for mentoring. It is the result of his esteemed guidance that this project

culminated.

Special thanks are due to Miss.padma Sharma esteemed faculty guide for all the

efforts he took to mentor me regarding the project gratitude is also due to all the team of

Product Planning and Brand Development, India Yamaha Motor Pvt. Ltd., Surajpur, for

their guidance.

Pradeep kumar singh


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DECLARATION

I, Pradeep kumar singh student of Arya engg.&research centre,jaipur hereby

declare that the project entitled Brand Image Of Motor Cycles, With Emphasis on

Products From India Yamaha Motor Pvt. India Ltd. at Yamaha Motor India Ltd., is the

original work done by me and the information provided in the study is authentic to the

best of my knowledge. This study report has not been submitted to any other institution

or university for the award or any

other degree.

This report is based on my personal opinion hence cannot be referred to legalpurpose.

(Pradeep kumar singh)


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INTRDOCTION

Yamaha's history goes back over a hundred years to 1887 when Torakusu Yamaha founded the

company, which began producing reed organs. The Yamaha Corporation in Japan (then Nippon

Gakki Co., Ltd.) has grown to become the world's largest manufacturer of a full line of musical

instruments, and a leading producer of audio/visual products, semiconductors and other

computer related products, sporting goods, home appliances and furniture, specialty metals,

machine tools, and industrial robots.

The Yamaha Motor Corporation, Ltd., begun on July 1, 1955, is a major part of the entire

Yamaha group, but is a separately managed business entity from the Yamaha Corporation. The

Yamaha Motor Corporation is the second largest manufacturer of motorcycles in the world.Yamaha Motor Corporation owns its wholly-owned subsidiary in the U.S. called Yamaha Motor

Corporation, USA, that is handling not only motorcycles, but also snow mobiles, golf carts,

outboard engines, and water vehicles, under the brand name of Yamaha as well.

In 1954 production of the first motorcycles began, a simple 125cc single-cylinder two-stroke. It

was a copy of the German DKW design, which the British BSA Company had also copied in the

post-war era and manufactured as the Bantam.

The first Yamaha, the YAI, known to Japanese enthusiasts as Akatombo, the "Red Dragonfly",

established a reputation as a well-built and reliable machine. Racing successes helped boost its

popularity and a second machine, the 175cc YCI was soon in production.

The first Yamaha-designed motorcycle was the twin-cylinder YDI produced in 1957. The racing

version, producing 20bhp, won the Mount Asama race that year. Production was still modest at

15,811 motorcycle, far less than Honda or Suzuki.

The company grew rapidly over the next three years and in 1959 introduced the first sports

model to be offered by a Japanese factory, the twin-cylinder YDSI with five-speed gearbox.

Owners who wanted to compete in road racing or motocross could buy kits to convert the

machine for both road and motocross racing.


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By 1960 production had increased 600% to 138,000 motorcycles. In Japan a period of recession

followed during which Yamaha, and the other major Japanese manufacturers, increased their

exports so that they would not be so dependent on the home market.

To help boost export sales, Yamaha sent a team to the European Grand Prix in 1961, but it was

not until the 1963 season that results were achieved.

After the Korean War the American economy was booming and Japanese exports were

increasing. In 1962 Yamaha exported 12,000 motorcycles. The next year it was 36,000 and in

1964 production rose to 87,000.

In 1963 Yamaha had produced a small batch of 250CC road racing motorcycles for sale, the air-

cooled, twin-cylinder TDI. Ever since then Yamaha has built and sold motorcycles that could be

raced successfully "straight out of the crate", and as a consequence Yamaha machines have won

more road races than any other make, exposing Yamaha to a good deal of publicity.

By 1965 production was 244,000 units, split about 50/50 between home and export sales. One of

the biggest drawbacks to the sales of two-strokes was that the rider had to mix oil with their gas.

Yamaha technicians accomplished a major technical feat by the development and introduction of

a new Autolube system.

Basically an oil tank that fed lubricant to a pump that metered oil to the big ends, main bearings

and cylinder barrels. It proved very reliable and did away with mixing oil and gas at every fill up.

The first overseas factory was opened in Siam in 1966 to supply Southeast Asia. In 1967

Yamaha production surpassed that of Suzuki by 4,000 at 406,000 units. Yamaha established a

lead with the introduction of the first true trail bike "the 250cc single-cylinder DTI". The

company also developed a two-liter, six-cylinder, double overhead-camshaft sports car unit for

Toyota Motor. Which proved helpful when Yamaha produced their own high-performance four-

stroke motorcycles.

In 1969 Yamaha build a full size road racing circuit near their main factory at Iwata.


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By 1970 the number of models had expanded to 20 ranging from 50cc to 350cc, with production

up to 574,000 machines, 60% of which were for export. That year Yamaha broke their two-

stroke tradition by launching their first four-stroke motorcycle, the 650cc XSI vertical twin

modeled on the famous Triumph twins.

Yamaha realized the long-term potential of the two-stroke engine and continued to develop

two-stroke bikes, concentrating on engines 400cc and under.

In 1973 production topped one million (1,000,000) motorcycles per year for the first time,

leaving Suzuki way behind at 642,000 and catching up on Honda's 1,836,000. During the 1970's

Yamaha technicians concentrated on development of four-stroke models that were designed to

pass the ever-increasing exhaust emission laws and to be more economical than the two-strokes

that had made Yamaha's fortune.

Over the years Yamaha produced some less successful motorcycles:

The TX750 twin of 1972.

The TX500 double overhead-camshaft, four-valve per cylinder, twin of 1973.

The XS750 shaft-drive, double overhead-camshaft, three cylinder of 1976.

And the XS Eleven, four-cylinder of 1977, was at the time the biggest bike produced by a

Japanese manufacturer.

Other four-strokes were more successful, notably.

The XT500 single-cylinder trail bike of 1976.

And the XS350 single overhead-camshaft, twin.

In the 70's the RD twin cylinder sports models were a big success as well as the RD250LC and

RD350LC water-cooled versions that replaced them in the eighties which were based on the

famous TZ race bikes.

Production in 1980 was 2,214,000, with export sales of 1,383,000. In the 1980's the company

introduced the compact XJ four cylinder models, ranging from 550cc to 1100cc. Not wanting to

miss anything the company also introduced the 750cc and 1000cc air-cooled V-twin models

followed by the XZ550 water-cooled, mid-weight sports bike.


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INTRODUCTION ABOUT STUDY

Some of the major players that dominate the global Motorcycle market are Honda, Yamaha.

Suzuki, Kawasaki, and Kinetic. Whereas the Indian market shows dominance of players like

Hero Honda, Honda, Bajaj Auto Ltd, TVS motors and Yamaha.India Yamaha Motor (IYM) is a

100% subsidiary of Yamaha Motor Corporation of Japan. Its manufacturing unit is in Surajpur

while Faridabad Plant mainly caters to spare parts and paint shop. These two plants support the

production of motorcycles for domestic as well as overseas market. Presently 8 models roll out

of these two plants. The infrastructure at both the plants supports production of motorcycles and

it's parts for the domestic as well as overseas market. At the core are the 5-S and TPM activities

that fuel lean Manufacturing Processes. The plants have In-house facility for Machining,

Welding processes as well as finishing processes of Electroplating and Painting till the assembly

line. The stringent Quality Assurance norms ensure that their motorcycles meet the reputed

International standards of excellence in every sphere.

The purpose of the project was to study the positioning of brand image in the minds of the

customers and also to study the colour preferences of the motorcycle customers. Consumers

should have favourable awareness of brand. Brand awareness and the ensuing positioning in the

minds of consumers differentiates successful organisation from failed organisation To succeed,

in todays rapidly evolving market place organizations should strive continuously to increase

awareness of their brands for the good.


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SOCIETY OF INDIAN AUTOMOBILE MANUFACTURERS

Society of Indian Automobile Manufacturers ( ISO 9001-2008 Certified Organisation) is apex

body representing 44 leading vehicle and vehicle engine manufacturers. It is the face of the

Indian automobile industry.With its regular and continuous interaction with international bodies

and organizations SIAM facilitates up gradation of technical capabilities of the Indian Industry

to match the best practice worldwide.

Indian Automobile Industry is showing accelerating pace of growth rate across all segments.

According to Society of Indian Automobile Manufacturers, total sales for all

categories stood at 12,08,851 units as against 9,29,917 units for the

corresponding period a year-ago, a growth of 30%

which the Met department has predicted to be good this year, becomes weak. Rising inflation

However, SIAM director general cautioned that sales may be affected if the monsoon, is another

concern.

"If the government takes steps to control the money supply, then at some point of time interest

rates will be under pressure. We have to track it very carefully," Mr Mathur, Director GeneralSIAM, said.

Sales of two-wheelers in May also jumped by 28.66% over that of May 2009. Motorcycle sales

in India during May went up by 25.80% to 7,25,311 units from 5,76,537 units in the year-ago

period.

The country's largest motorcycle maker Hero Honda registered a growth of 11.74% in its sales at

4,01,320 units in May 2010.Sales in rival Bajaj Auto also shot up by 68.73% to 1,91,726 units,

while Chennai-based TVS Motor Company posted a 21.21% growth at 52,319 units in May.

Honda Motorcycle & Scooter India (HMSI) saw its bike sales jump by 52.24% to 55,110 units.

In the scooter segment, the total sales in May jumped by 45.45% to 1,57,509 units as against

1,08,291 units sold in the corresponding month last year, SIAM said.HMSI's scooter sales were


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up by 28.03% at 76,980 units, while TVS Motor's scooter sales grew by 40.19% in May to

30,567 units. Hero Honda's scooter sales jumped 23,738 units, an increase by 61.21% from last

year.

(Number of Vehicles sold)

Category 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10

Passenger

Vehicles 902,096 1,061,572 1,143,076 1,379,979 1,549,882 1,552,703 1,949,776

Commercial

Vehicles 260,114 318,430 351,041 467,765 490,494 384,194 531,395

Three

Wheelers 284,078 307,862 359,920 403,910 364,781 349,727 440,368

Two

Wheelers 5,364,249 6,209,765 7,052,391 7,872,334 7,249,278 7,437,619 9,371,231

Grand

Total 6,810,537 7,897,629 8,906,428 10,123,988 9,654,435 9,724,243 12,292,77


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Automobile Domestic Sales Trends

Domestic Market Share for 2009-10


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OTHER MAJOR MOTORCYCLE COMPANIES IN THE

INDIAN MARKET

The country's largest two-wheeler maker, Hero Honda, has reported 17.35 per cent rise in sales at

414,638 units in the month of march, the best-ever figure reported by the company for the month of

March. The company had sold 353,342 units during March last year,

Hero Honda Motors Ltd (HHML) said in a statement.

HHML registered cumulative sales of 4,600,130 units during 2009-10, against 3,722,000 units in

the previous fiscal, up 23.59 per cent.

Hero Honda is recognized today as one of the most successful joint ventures in the world.

The Bajaj Group is amongst the top 10 business houses in India. The group's flagship company,

Bajaj Auto, is ranked as the world's fourth largest two- and three- wheeler manufacturer .The

country's second largest two- wheeler maker Bajaj Auto has reported 85.12 percent jump in its

motorcycle sales at 244,828 units in March,2010. The company had sold 132,253 units in March

last year. During the entire 2009-10 financial year, the company sold 2,506,749 units in the

motorcycle segment, a jump of 31.39 percent over 1,907,853 units in the year-ago period, it

added.BAL attributed the growth to robust sales of Pulsar and Discover range of bikes.

In March, total two-wheeler sales jumped by 84.57 percent to 244,889 units compared to

132,683 units in the same period a year ago, the statement said.


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TVS Motor Company is the third largest two-wheeler manufacturer in India and one among thetop ten in the world, with annual turnover of more than USD 1 billion in 2008-2009, and is the

flagship company of the USD 4 billion TVS Group.

Motorcycle segment registered a growth of 7 % in March 2010 with sales of 64,120 units in

March 2010 when compared to 59,796 units in the same month of the year, 2009.

Suzuki Motorcycle India Private Limited is a subsidiary of Suzuki Motor Corporation Suzuki

Motorcycle India reported a jump of 76.13 per cent in its sales in March at 21,752 units, on the

back of good response to its new products. The company had sold 12,350 units during March

2009.

Honda Motorcycles & Scooters India Pvt. Ltd. Factory was established in

January 2001. Motorcycle segment sales jumped 63.25 per cent to 65,888 units

in March, against 40,360 units in the corresponding period a year ago.

The company reported a robust growth of 88.89 per cent in scooter sales at

78,400 units in the said month, compared with 41,505 units in the year

agoperiod


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SALES FIGURE OF MOTORCYCLE COMPANIES IN THE

INDIAN MARKET


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OBJECTIVE OF STUDY

The prime objective of this project is to ascertain the brand image of the major

motorcycle companies present in the Indian motorcycle industry. Also the reason why people

prefer certain colours in the bikes over other colours available in the same models will be

studied.

The pertinent data will be obtained and studied from the responses of the customers of

motorcycle through a detailed questionnaire.

To understand the Brand Image of Yamaha vs. its competitors so as to help the company to

focus on its marketing plan and strengthen its future positioning.

To check the quality of awareness of Yamaha and its competitors among the Indian

customers.

To check the present performance of the companies and study the attributes which are liked

and considered by people and also to know about the reputation of company in market.

To study the parameters which people associate with a certain Brand.


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INTRODUCTION OF THE COMPANY

Industry and company profile

Industry Profile

The Two Wheeler Market Globally

that satisfy The two-wheeler industry is concentrated in the developing world, especially China

and India, which together account for over half the total worldwide sales of two-wheelers. The

Japanese manufacturers, Honda, Yamaha, Suzuki and Kawasaki, dominate the two-wheeler

industry globally. Currently, all major two wheeler markets, except India, are dominated either

by Japanese firms or their joint ventures.

Hero Honda Motor Cycles Limited, an Indian motorcycle company is the world leader by sales

.Motorcycles are used for many different purposes. Some use it for daily commuting (especiallyin developing and under-developed worlds) and for hobby pursuits (in developed world).

HarleyDavidson, Royal Enfield, BMW, Yamaha etc are the companies this hobby pursuit of the

people, the world over.

Two Wheeler Market: The Indian Scenario

The Indian two-wheeler industry can be divided into three broad categories: scooter, motorcycles

and mopeds. Each of these categories can be further segmented on the basis of several variables,

like price, engine power, type of ignition, and engine capacity.


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Today, India is the second largest producer and customer of two-wheelers in the world. The

Indian two-wheeler industry has undergone a significant change over the past 10 years with the

preference changing from mopeds to scooters, and more recently, from scooters to motorcycles.

With the reduction in the price differential between scooters and motorcycles, there has been a

perceptible shift towards motorcycles because of their better styling, higher fuel efficiency, and

higher load carrying capacity.Of late, scooters have made a resurgence. Honda Motors and

Scooters India Limited is the market leader in the scooter segment. Also female centric two-

wheelers like Pep have gained major portion of the market.

Rise of a Product: The Motorcycles

Motorcycles are the most expensive of all two-wheelers. They are more powerful than scooters

and mopeds, have the highest load carrying capacity (which is essential for rural areas), are fuel-

efficient, have better road grip, and are also the most expensive. Besides, motorcycles are viewed

as trendy in the urban areas as compared with scooters and mopeds.The fortunes of the

motorcycle industry changed after the announcement of the liberal licensingpolicyin1982 where

by foreign collaboration were allowed. In 1982, the Government allowed foreign players to enter

the industry through joint ventures. Within four years, the TVS Group tied up with Suzuki, theHero Group with Honda, the Escorts group with Yamaha and Bajaj Auto Limited (Bajaj Auto)

with Kawasaki. TVS & Suzuki introduced Ind-Suzuki in 1984, Hero Honda Motors Limited

(HHML) launched CD100 in 1985, and both Escorts and Bajaj Auto launched their models in

1986-1987.

Also, new entrants have entered the market by introducing their products at lower price points,

while the existing players have announced price cuts. This has led to price competition in the

domestic market.


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Company Profile

India Yamaha Motor Private Limited

India Yamaha Motor (IYM) is a 100% subsidiary of Yamaha Motor Corporation of Japan. The

company has its manufacturing unit in Faridabad and Surajpur, which supports the production of

motorcycles for domestic as well as overseas market. Presently 10 models roll out of this two

plant.

Year of Establishment July 1, 1955 (Yamaha Japan)

Industry Motorcycle manufacturing

International Headquarter 2500 Shingai, Iwata-shi Shizuoka-ken, Japan

Vision

We will establish YAMAHA as the "exclusive & trusted brand" of customers by "creating

Kando" (touching their hearts) - the first time and every time with world class products &services delivered by people having "passion for customers".

Mission


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Be the Exclusive & Trusted Brand renowned for marketing and manufacturing of YAMAHA

products, focusing on serving our customer where we can build long term relationships by

raising their lifestyle through performance excellence, proactive design & innovative technology.

Our innovative solutions will always exceed the changing needs of our customers and provide

value added vehicles.

Build the Winning Team with capabilities for success, thriving in a climate for action and

delivering results. Our employees are the most valuable assets and we intend to develop them to

achieve international level of professionalism with progressive career development. As a good

corporate citizen, we will conduct our business ethically and socially in a responsible manner

with concerns for the environment.Grow through continuously innovating our business processes

for creating value and knowledge across our customers thereby earning the loyalty of our

partners & increasing our stakeholder value.

Core competencies

1. Customer #1 Yamaha put customers first in everything they do. They take decisions keeping

the customer in mind.

2. Challenging Spirit Yamaha strive for excellence in everything they do and in the quality of

goods & services they provide.

3. Team-work -They work cohesively with the colleagues as a multi-cultural team built on trust,

respect, understanding & mutual co-operation.

4. Frank & Fair Organizationm compactness Yamaha Motor is a company that has worked ever

since its founding to build products defined by the concepts of high-quality and high-

performance and light weight and as they have continued to develop new technologies in the

areas of small engine technology and FRP processing technology as well as control and

component technologies.

It can also be said that their corporate history has taken a path where people are the

fundamental element and their product creation and other corporate activities have always been

aimed at touching peoples hearts. Their goal has always been to provide products that empower


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each and every customer and make their lives more fulfilling by offering greater speed, greater

mobility and greater potential.

As a company that makes the world its field and offers products for the land, the water, the

snowfields and the sky, Yamaha Motor strives to be a company that offers new excitement and

a more fulfilling life for people all over the world and to use our ingenuity and passion to

realize peoples dreams and always be the ones they look to for the next Kando.

Kando is a Japanese word for the simultaneous feeling of deep satisfaction and intense

excitement that people experience when they encounter something of exceptional value.


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Manufacturing process

YM Ltd. is IS0-14001 certified. All our endeavors give us reason to believe that sustainab IYM's

manufacturing facilities comprises of 2 state-of-the-art Plants at - Faridabad (Haryana) and

Surajpur (Uttar Pradesh). Currently 10 models roll out of the two Yamaha Plants. The

infrastructure at both the plants supports production of motorcycles and it's parts for the domestic

as well as oversees market. At the core are the 5-S and TPM activities that fuel agile

Manufacturing Processes. They have In-house facility for Machining, Welding processes as well

as finishing processes of Electroplating and Painting till the assembly line. The stringent Quality

.Assurance norms ensure that our motorcycles meet the reputed International standards of

excellence in every sphere.As an Environmentally sensitive organization we have the concept of

"Environment-friendly technology" ingrained in our Corporate Philosophy. The Company boasts

of effluent Treatment plant, Rain water - Harvesting mechanism, a motivated forestation drive. I

le development for Yamaha will not remain merely an idea in pipeline.


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Yamaha's Motorcycle operations in India


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Research Methodology:

Research Design

The data obtained from the survey was sorted out in a proper sequence for analysis purpose.

Incomplete questionnaires were discarded. Analysis was done thereupon using. Microsoft Office

Excel 2007 platform. Extensive use of bar-graphs, pie-charts was employed. Where there were

more than more than one preference for a given question, proper weightage was given to the

different preferences according to the order of preference.

Microsoft Office Excel 2007 is a general analysis platform from Microsoft Corporation. U.S.A.

Microsoft Office Excel has gained across industry acceptance for the simplicity and

completeness for analysis purposes.The results obtained from the analysis using Excel platform

are usually not directly applicable but nevertheless present the bare facts and data can thus be

deciphered

.

Sample Design

Basis of Sampling Plan and Sample Size

Sampling is the component of our research design. A Sample is a subgroup of the population for

participation in the study.

Target population - Males having at least a two-wheeler.The target market for motorcycles is

youngsters. Young people mainly in the age group of 18- 35 years and catering to their wants

will serve large portion of market share. Age group above 40 till 60 was considered to gaincomprehensive picture of the Indian motorcycle market

Sampling technique - Judgmental sampling was used.


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Judgmental sampling is a type of non-probability sampling. Population elements are selected on

the basis of judgment of researcher. Researcher chooses elements to be selected in the sample.Of

all sampling types, convenience sampling is least expensive and least time consuming.

Non-Probability sampling procedure was used. Non-Probability Sampling relies on the personal

judgment of the researcher rather than chance to select sample elements. Researcher decides

which elements to take in the sample. Because there is no way of determining the probability of

selecting any particular element for inclusion in the sample, the estimates obtained are not

statistically projectable to the population. For data gathering purposes friends, relatives, were

surveyed. Also spot surveys were conducted in the Vehicle parking stands of MMX Mall

(Sahibabad) and Shipra Mall (Ghaziabad).

Sample size

Sample size refers to the number of elements to be included in the study. Determining the sample

size is complex and involves several qualitative and quantitative considerations. Import

qualitative features that we considered in determining the sample size include:

Bajaj Auto Limited. Importance of the decision

1. Nature of the research

2. Number of variables

3. Sample sizes used in similar studied

4. Complication rates

5. Resource constraints

Only the brands actively present in the Indian motorcycle were considered namely-

1. Hero Honda Motorcycles Limited

2. India Yamaha Motor Private Limited.

3. Honda Motors and Scooters India Limited.

4. T.V.S. Motor Limited.

5. Suzuki Motorcycle Limited.

6. Others was used as a generic category for all otherbrands.


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Extent (Area covered)

Places

Delhi 177

Noida 21

Ghaziabad 118

G. Noida 14

Meerut 6

Muradabad 1

Gurgaon 8

Total (N) 345

Data collection

Data collected is an elaborate process in which the researcher makes a planned search for all

therelevant data. Data is the foundation of all marketing research. It is the raw material with

which a researcher functions.

. Primary Data

Primary Data is the original data collected by the researcher. It has a specific purpose of

addressing the problem at hand. One set of questionnaire was prepared.The structured

questionnaire consisted of closed ended questions. The questions were made simple and easy to

answer for the interviewer. The customers to be interviewed were selected by the researcher..

The respondents had to be in the age group between 18 -60 years and they must own a two-

wheeler in Delhi & NCR (Noida, G. Noida, Meerut, Muradabad, Gurgaon, and Ghaziabad).


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Methods of data Collection used::Questionnaire: In personal interviews,

respondents are face to face with the interviewer, thus complex and varied

questions could be asked---------- QUESTIONNAIRE DESIGN PROCESS

.

Specify the information needed

Design the questionnaire to overcome the respondents

inability and unwillingness to answer the questions

Determine the content of

individual questions

Specify the Type of

interviewing method

Determine the question wording

Decide on question structure

Arrange the questions in a proper

se uence

Identify the form and layout

Reproduce the questionnaire

Eliminate bugs by pre-testing


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LIMITATIONSi) The survey was restricted to Delhi and NCR region (Ghaziabad, Gurgaon,

ii) Noida, Greater Noida, Meerut, Muradabad.) in particular.

iii) Inadequate time to follow the customer response.

iv) Lack of experience in handling surveys.

v) Most of the respondents were having inadequate time for filling in the questionnaire.

vi) Unwillingness of respondent to provide information


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FINDINGS

(1) Yamaha is the most favourite brand amongst youths in the Indian market.

(2) Yamaha is regarded as the original makers of racing bikes by the respondents.

(3) Yamaha is the third most preferred brand after Hero Honda Motorcycles Ltd. And

(4) Bajaj Auto Ltd.

(5) Youth (Students) are the major market for motorcycles in India.

(6) Family/friends, TVCF and newspapers are the major source of awareness for

motorcycle brand awareness.

(7) Major influencing factors in the purchase of bikes are-family/ friends, personal

experience and girl friend.

(8) R15, Fazer, FZ-S from Yamaha are amongst the top ten favourite bikesin the

surveyed group.(9) Hero Honda and Bajaj are considered as brands with most consumer favourable

attributes. They are also the brands most likely to be preferred and

recommended.

(10)Yamaha is way ahead in overall consumer favourable response compared to TVS,

Suzuki, HMSI.

(11)Majority of the Consumers prefer red and black colour in geneand also in their

bikes.

(12)Yamaha has maximum number of models in the dream bikescategory.

(13)Pulsar variants from the Bajaj stable is the most favourite model from any

company.

(14)Yamaha is the most favourite brand amongst youths in the Indian market.

(15)Yamaha is regarded as the original makers of racing bikes by the respondents.


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(16)Yamaha is the third most preferred brand after Hero Honda Motorcycles Ltd. And

(17)Bajaj Auto Ltd.

(18)Youth (Students) are the major market for motorcycles in India.

(19)Family/friends, TVCF and newspapers are the major source of awareness for

motorcycle brand awareness.

(20)Major influencing factors in the purchase of bikes are-family/ friends, personal

experience and girl friend.

(21)R15, Fazer, FZ-S from Yamaha are amongst the top ten favourite bikes in the

surveyed group.

(22)Hero Honda and Bajaj are considered as brands with most consumer favourable

attributes. They are also the brands most likely to be preferred and recommended.

(23)Yamaha is way ahead in overall consumer favourable response compared to TVS,

Suzuki, HMSI.

(24)Majority of the Consumers prefer red and black colour in genera and also in their

bikes.

(25)Yamaha has maximum number of models in the dream bikes category.

(26) Pulsar variants from the Bajaj stable is the most favourite model from company.


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Data analysis

AGE OF THE RESPONS

Age Group Figure Percent

Under 20 Years 26 7.536%

21-25 Years 151 43.768%

26-30 Years 87 25.217%

31-35 Years 38 11.014%

36-40 Years 18 5.217%

41-50 Years 18 5.217%Above 51 Years 7 2.029%

TOTAL RESPONDENTS 345 100.000%

8%

44%25%

11%

5% 5% 2%

Age Group

Under 20 Years

21-25 Years

26-30 Years

31-35 Years

36-40 Years

41-50 Years

Above 51 Years

N=345


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Interpretation

All the possible age groups from 18 years of age till 60 years of age were considered. Males

having atleast a two-wheeler, preferably a motorcycle were preferred. As is evident from the

sample data, preference for motorcycle goes on decreasing as the age limit crosses 35 years. Age

limit abve 51 years is the least attractive segment for the motorcycle companies.To be a leader

in the motorcycle market , thus, every company should try to pursue 18-35 years of age. Better

still if the company is able to cater to distinguish between these sub-segments.

RESPONDENTS PROFILE:

Occupation Figure Percent

Student 143 41%

Office Employee 109 32%

Factory Worker 12 3%

Shop Owner 21 6%

Business Man 16 5%

Professional (lawyers, doctors) 39 11%

Farmer 3 1%

Others( Retired personnel) 2 1%

TOTAL RESPONDENTS 345 100%


32/74

Interpretation

All the occupation groups were tried to be covered. Majority of the sample was students, the

major market of motorcycles. Also this segment is most volatile. Yamaha can leverage this

segment by providing them certain motivations (like increased number of free services). Office

goers come second. Distant third comeprofessionals ( doctors, lawyers,..). Together these three

segments make for 85 percent of the motorcycle market in the surveyed group. These segments

should be holistically pursued to emerge a market winner.

143

109

12

21

16

41

3

Student

Office Employee

Factory Worker

Shop Owner

Business Man

Professional

Farmer N=345


33/74

Which two motorcycle attracts you a lot?

Model Series1(first

preference)

Series2(second

preference)

Series3

Pulsar150 38 28 104

Karizma ZMR 27 49 103

R15 22 28 72

Karizma 33 66

Pulsar180 25 11 61

Apache 14 29 57

Pulsar200 26 52

FZ-S 12 18 42

Fazer 10 17 37

Pulsar220 4 26 34


34/74

Interpretation

Series1= first preference Series 2= second preference

Series3=(series1)*2+(series2)

In the surveyed group, clearly Pulsar 150 is the first preference. Karizma ZMR is the second

most preferred brand. Yamaha has three models in the top ten most preferred bikes namely,R15(

third most preferred bike), FZ-S (eighth most preferred bike) and Fazer (ninth most preferred

bike). Also effectiveness of brand promotion by constant bombardment is depicted from the

Pulsar Model bikes from the stables of Bajaj. Pulsar is mainly positioned in consumers bikes as

the bike.

. These motorcycles belong to which companies

Bajaj Yamaha

Hero

Honda TVS HMSI Suzuki Others

Apache RTR 3.48% 3.00% 5.51% 86.67% 0.29% 0.29% 0.29%

Pulsar135 97.39% 2.03% 0.29% 0.29% 0% 0% 0%

Karizma ZMR 1.15% 1.44% 96.23% 0% 1.12% 0.29% 0%

Fazer 0.29% 13.04% 2.90% 4.93% 8.99% 68.99% 1.12%

GS150 R 0.29% 13.04% 2.90% 4.93% 8.99% 68.99% 1.12%

CBF Stunner 1.44% 1.44% 13.62% 2.30% 68.99% 11.59% 0.58%


35/74

Interpretation

The most striking feature of this question was its outcome. Major/ new brands from all the

stables are well known, irrespective of the age of the respondents. Also Pulsar and Karizma

ZMR are well known brands as no other option was ticked for these two bikes. Also, there

were some percentages of the other options for all other bikes. This calls for further positioning

on part of these companies.

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Bajaj

Yamaha

Hero Honda

TVS

HMSI

Suzuki

Others

Bajaj Yamaha Hero Honda TVS HMSI Suzuki Others

Apache RTR 12 12 19 299 1 1 1

Pulsar135 336 7 1 1

Karizma ZMR 4 5 332 3 1

Fazer 1 320 4 11 2 6 1

GS150 R 1 45 10 17 31 238 3

CBF Stunner 5 5 47 8 238 40 2


36/74

. Which Brand you like most

Company Percentage

Bajaj 27.83%

Yamaha 18.84%

Hero Honda 39.13%

Honda 4.35%

TVS 8.70%

Suzuki 1.16%

Interpretation

Hero Honda Motorcycles Limited ( the world leader in sales) tops the list. Next comes Bajaj

Auto Limited. Followed by India Yamaha Motorcycles Ltd. Yamaha far outweighs its major

rivals( big brothers in the Indian market)-TVS, Honda. This establishes the fact that Yamaha

needs to promote its bikes aggressively. It is very much feasible for Yamaha to become

number three in the Indian market. This also establishes the fact that consumers prefer

Yamaha bikes as an efficient bike manufacturer with the capability to satisfy their inherent

0

20

40

60

80

100

120

140

Bajaj Yamaha Hero

Honda

Honda TVS Suzuki

96

65

135

15

30

4

N=34

5


37/74

biking needs. Also since youth segment was the aggressively pursued brand, this bodes well

for Yamaha. Some stimulus is needed to gain the pocket share of consumers compared to TV

and HMSI.

Specify your source for awareness of motorcycles.

Source Percentage

TVCF 19.42%

Newspaper 16.81%

Magazine 15.65%

Showroom 12.17%

Family/ Friends 23.77%

Internet 8.41%

Hoardings 2.90%

Road Show 0.87%

Others 0.00%

Interpretation

Interestingly family and friends tops the major source of awareness for motorcycles. This was

specifically true in the case of students. Thus positioning itself as a manufacturer of safety first

bikes, companies targeting this company stand a good chance to be the market leader. But also,

this is the most style conscious segment. Thus it is imperative to maintain the style quotient in

19%

17%

16%12%

24%

8%3% 1% TVCF

Newspaper

Magazine

Showroom

Family/ Friends

Internet

Hoardings

Road Show

N=345


38/74

the models. TVCF comes as the second best source of awareness. Thus this source of

advertisement cannot be neglected. This calls for more aggressive advertising on part of

Yamaha. Newspapers come at third place. Also, newspapers are a robust source of advertisement

in rural areas, where electricity is a rare commodity. This print media should be assiduously

pursued to augment the brand reach in the whole country.

What influenced you more in purchase of your bike

Factor Percent

Family/ Friends 40.00%

Girl Friend 12.75%

Hoarding 4.06%

Show Off 5.51%

Personal Experience 29.28%

Information from Dealer/ Showroom 1.74%

Test Drive 3.19%

Resale Value 2.90%

Others 0.58%


39/74

Interpretation

Across all age groups, family and friends was the most influencing factor in the purchase of

motorcycles. Also since students (youth) are the major market for motorcycles, favourable

positioning as a value brand, the motorcycle manufacturer can gain acceptance. In the age of

nuclear families, parents are the main source of influence. Thus motorcycle companies

should position themselves as a safety first bike manufacturers. For all other age groups,

personal experience is the main influencing factor. Quality is imperative to gain acceptance.

Satisfied customers spread a positive word for the brand. Also tend to become repeat buyers.

Thussatisfying the needs in a better way than competitors will catapult Yamaha to be the

market leader in the Indian market.

40%

13%

4%

5%

29%

2% 3%3% 1% Family/ Friends

Girl Friend

Hoarding

Show Off

Personal Experience

N=345


40/74

Company you associate with racing

Manufacturer Percentage

Bajaj 16.52%Yamaha 45.51%

Hero Honda 16.23%

TVS 4.35%

Honda 7.83%

Suzuki 9.57%

Interpretation

Yamaha is known as a racing bikes manufacturer. Yamahas RX 100 is still revered for its pick-

up and speed. Speed Biking is mainly attributed to Yamaha. It holds the record for maximum

wins in Grand Prix. The Government of India is investing heavily in roads and highways.

Properly pursuing the inherent racing tendency in youngsters by providing racing bikes will set

Yamaha apart from its competitors. Till now, no Indian manufacturer has provided the super

bikes. These bikes are mainly imported. Setting up speed bikes manufacturing will provide

57

157

56

15

27

33

Bajaj

Yamaha

Hero Honda

TVS

Honda

Suzuki N=345


41/74

Yamaha early mover advantage in the Indian market. Also this can be competitive advantage for

Yamaha. But caution must be provided to train safe biking habits amongst the consumers.

Which bike you strongly associate with youth

Manufacturer Percentage

Bajaj 29.86%

Yamaha 34.20%

Hero Honda 27.83%

TVS 3.19%

Honda 3.48%

Suzuki 1.45%

Interpretation

Yamaha is the bike of the youth. In the survey conducted, it far outweighed Bajaj and Hero

Honda. Most striking feature was that all the respondents, irrespective of the age groups opted

Yamaha as truly associated with youth. Youth being the major market for motorcycles, it is a

favourable outcome of Yamahas Youth Approaches. FZ series and R15 are the bikes designed

with youth in mind. Yamaha should further explore this profitable segment and try to more than

satisfy this segments needs.


42/74

Value positioning of motorcycles in the minds of consumers

Tradition

al

Advanced

Technolog

y

Reliable/

Trustworth

y

High

Performanc

e

Stylish

/

Sporty

Trend

Setter

Hero

Honda 54.49% 20.58% 51.59% 35.36%

17.97

%

33.62

%

Bajaj 24.93% 33.91% 29.57% 30.72%

24.64

%

28.99

%

Yamah

a 9.57% 31.59% 11.01% 22.32%

40.87

%

17.97

%

TVS 3.77% 3.77% 4.35% 3.77% 5.22% 5.22%

HMSI 2.03% 6.67% 1.74% 4.93% 5.80% 3.48%

Suzuki 2.03% 3.48% 0.87% 2.90% 4.35% 4.93%

3.19% 0% 0.87% 0% 1.16% 5.80%

Innovative

Good

Mileage Passionate

Affordable

Price

Hero Honda 25.22% 51.88% 30.72% 37.68%

Bajaj 24.93% 20.87% 24.06% 29.28%

Yamaha 27.54% 8.12% 20.87% 9.57%

TVS 4.64% 11.59% 7.54% 15.65%

HMSI 6.38% 4.35% 6.96% 4.35%

Suzuki 5.51% 2.90% 3.19% 2.32%

5.80% 0.29% 6.67% 0%


43/74

Interestingly for attribute ( barring technology, performance and affordability) there seemed to

be lack of customer satisfaction on other key attributes. These are the attributes to be pursued

religiously and conveyed to the consumers. These are some of the attributes that can be

positioned in the minds of consumers to satisfy their unmet needs. Hero Honda dominates nearly

all the attributes. This elucidates the reason for its market leader position. Yamaha as a brand

leads as being the most innovative and most stylish bikes manufacturer. This supports the

endeavor of Yamaha as the youth centric.

This makes it all the more likeable brand among the youth, the major market for motorcycles.

Yamaha should assiduously pursue this segment to out-beat its competitors.


44/74

188

71

178

122

62

116

87

179

106

130

86

117

102

106

85

100

86

72

83

101

33

109

38

77

141

62

95

28

72

33

13

13

15

13

18

18

16

40

26

54

7

23

6

17

20

12

22

15

24

19

7

12

3

10

15

17

19

10

11

8

0 50 100 150 200 250 300 350 400

Traditional

Advanced Technology

Reliable/ Trustworthy

High Performance

Stylish/ Sporty

Trend Setter

Innovative

Good Mileage

Passionate

Affordable Price

Hero Honda Bajaj Yamaha

N=345


45/74

Gauging consumers attachment with the brands.

Brand Recommenders Preferers

Bajaj 35.36% 29.86%

Yamaha 21.16% 20.87%

Hero Honda 34.49% 37.10%

TVS 6.67% 8.12%

Suzuki 3.19% 1.74%

HMSI 2.03% 2.32%

103

72

128

28

6 80.00

20.00

40.00

60.00

80.00

100.00

120.00

140.00

NoofPersons Bajaj

Yamaha

Hero Honda

TVS

Suzuki

HMSI

N=345


46/74

Hero Honda is the most preferred bike while Bajaj is the most recommended brand in the

surveyed group. This shows an interesting dichotomy on part of consumers. Ideally there should

be a common yardstick for liking of a bike. Respondents had ranked Bajaj higher on advanced

technology and stylish vis--vis Hero Honda. May be this is the reason for this dichotomy.

Yamaha was adjudged as the most stylish bike, but is not the most recommended. May be

advanced technology attribute is the reason behind this. As regards to other brands, Yamaha

outweighs TVS, Suzuki and HMSI on recommender and preferers. This establishes the fact

that Yamaha is on the way to beat these rivals in the intensely competitive Indian market.

Augmented brand promotion is needed on part of Yamaha to increase its market share. Kando

will definitely be gained through intensive promotion of the brand.

103

72

128

28

6 8

0.00

20.00

40.00

60.00

80.00

100.00

120.00

140.00

NoofPerson

s

Preferrers

N=345


47/74

Which Brand you will never buy

Brand Percentage

Bajaj 5.51%

Yamaha 11.01%

Hero Honda 3.77%

TVS 30.14%

HMSI 22.32%

Suzuki 27.25%

InterpretationMarket leader position doesnot indicates that the brand is revered by all. Hero Honda

Motorcycles, the most selling bikes brand( in the world) by volumes is also a no-no for 3.77%

of the respondents. 5.55% of the respondents are averse to Bajaj. This establishes that it is

impossible for any single brand to satisfy the market as a whole, hence the utility of

segmentation. Yamaha fairs much better compared to other brands. This again establishes the

0 20 40 60 80 100 120

Bajaj

Yamaha

Hero Honda

TVS

HMSI

Suzuki

19

38

13

104

77

94

No of Persons

Bajaj

Yamah

Hero

HondaTVS

HMSI

Suzuk

N=345


48/74


49/74

Reasons for rejection:

Bajaj Yamaha

Hero

Honda TVS HMSI Suzuki TOTAL

Poor after sales

service 2 2 3 4 11

Poor brand image 2 6 1 1 10

Resale value 2 1 2 1 6

Shocker problem 2 2

Short in size 2 2

Test drive 4 4

Very common 1 3 4Weak body, Not

reliable 1 1 6 5 4 17

TOTAL 19 38 13 104 76 93

Never tried 1 1

No connection with youth 1 1

No interest in brand 1 1 1 3

No liking for the brand 4 2 9 7 6 28

No new models 3 3

Not attractive 1 4 1 19 4 18 47

Not comfortable 2 3 5

Not competitive 1 1 2

Not innovative 1 1 4 3 1 10

Past experience 1 1 2 3 1 8

Past market performance 2 1 3


50/74

Interpretation

Several Reasons were attributed for rejection. We graphed top 15 reasons for this rejection. Here

some tandem was seen as per the market position of the top 2 players in the Indian motorcycle

segment. Both Hero Honda and Bajaj have les negative attributes assigned to them. Improving

on other attributes and these attributes ingeniously can leverage Yamaha to much better market

share. Also Yamaha is way ahead compared to other brands. This augments well for Yamaha.

Yamaha should hone upon the mileage problem. Majority of the respondents complained about

Yamahas low average attribute. Also their bikes are positioned as costly. This presents unique

technical challenge for Yamaha. Costs should be regulated considering the demand. Powerful

3 2 2 2 13 6 9 4 43

22

11

19

11

6 6 6

7

8

10 10

5

811

6

18

13

0

5

10

15

20

25

30

35

40

45

Suzuki

HMSI

TVS

Hero

Honda

Yamah

a

Bajaj

N=345


51/74

bikes guzzle petrol. Thus Yamaha should launch more economical bikes with optimum mileage.

Care should be taken that proper segmentation is positioned in the minds of consumers regarding

power bikes and economical bikes.

Brand Personality of India Yamaha Motor Pvt. Ltd.

Personality Percentage

Yuvraj Singh 6.09%

M S Dhoni 8.99%

Hrithik Roshan 11.30%

John Abraham 73.62%

Interpretation

Objective behind asking this question was to gauge the consumer awareness of Yamaha brand

particularly. Consumers identify the brand with the personality endorsing the brand. John

Abraham is an avid biker. Also he is the perfection of typical Indian youth. He has his own cult

following amongst the youths. The percentage of correct awareness commensurate with the

brand awareness of the consumers. 74% of the respondents correctly identified John as the brand

personality of IYM Ltd. Most interesting fact was that regardless of age, consumers had this

awareness. This establishes that consumers follow Yamaha. Yamaha needs to seriously adapt

M.S Dhoni

9%Hrithik

Roshan

11%

John

Abraham

74%

Yuvraj

Singh

6%N=345


52/74

itself to the Indian market needs, to beat its rivals. Serious analysis of all the various aspects of

the business is necessitated by this finding. It comes distant 5 even when adequate awareness

levels about the brand persist.

Favourite and non-favourite colour in general

Favourite Color Percentage Not Favourite Color Percentage

Cream 0.29% Maroon 0.29%

Maroon 1.16% Metallic 0.29%

Metallic 0.58% Cream 0.87%

Orange 0.58% Grey 1.74%

Grey 1.45% Purple 1.74%

Purple 0.87% Brown 2.32%

Silver 1.45% Silver 3.19%

Yellow 2.61% Pink 5.80%

Green 3.19% Orange 5.51%

White 3.19% White 7.83%

Pink 3.48% Green 8.70%

Blue 1.16% Black 21.16%

Red 22.61% Blue 13.04%

Black 46.96% Yellow 18.26%

Red 19.71%


53/74

Interpretation

The objective behind this question was to ask their favourite and non-favourite colour. This was

done to know if there is a general tendency to choose particular colour(s) in favourite and non-

favourite category, by the whole sample. Also the reply to this question was to be compared with

0 20 40 60 80 100 120 140 160 180

BLACK

BLUE

CREAM

GREEN

GREY

MAROON

METTALIC

ORANGE

PINK

PURPLERED

SILVER

WHITE

YELLOW YELLOW

WHITE

SILVER

RED

PURPLE

PINK

ORANGE

METTALIC

MAROON

GREY

GREEN

CREAM

BLUE

BLACK

0 10 20 30 40 50 60 70 80

BLACK

BLUE

CREAM

GREEN

GREY

MAROON

METTALIC

ORANGE

PINK

PURPLE

RED

SILVER

WHITE

YELLOW

BROWNBROWN

YELLOW

WHITE

SILVER

RED

PURPLE

PINK

ORANGE

METTALIC

MAROON

GREY

GREEN

CREAM

BLUE


54/74

favourite and non-favourite colour of their bikes. Any relationship, if any, between the responses

was to be studied.

Interestingly, preference and dislike was concentrated to few colours:

Favourite colour-Red ( 22.61% ) and Black(46.96% )

(1)Non-favourite colour-Black(21.16%) Blue(13.04%) Yellow(18.26%) Red(19.71%)

Red and Black dominated in both favourite and non-favourite categories. May be this is due to

the largely religious nature of Indian culture. Indians seem to buy products with religious

perspective.

Favourite and no

favourite colour motor-cycle colour.

MC Favourite Color Percentage MC Not Favourite Color Percentage

Pink 0.29% Metallic 0.29%

Purple 0.29% Maroon 0.29%

Green 0.87% Brown 0.58%

Metallic 0.87% Cream 0.58%

Grey 1.74% Purple 1.93%

Yellow 1.74% Orange 1.74%

White 2.90% Grey 2.32%

Silver 3.19% Silver 4.06%

Blue 8.70% White 7.35%

Red 20.00% Black 8.99%

Black 59.42% Green 10.43%

Blue 13.33%

Yellow 24.06%

Red 24.06%


55/74

Interpretation

White, Silver, Blue, Red and Black are the main favourite and non-favourite colours on

motorcycle. Yellow is one of the top non-favourite colour. Interestingly, the whole world of

colours seems wrapped to few chosen colours. Also, the very same very colours which are top

favourite are also top non-favourite colours. Black is the overall favourite bike colour. Also, the

overall preference for colours in general (question no. 15 & 16) are nearly similar. Thus,

0 10 20 30 40 50 60 70 80 90

NO. OF SAMPLES

BLACK

BLUE

GREEN

GREY

METTALIC

PURPLE

RED

SILVER

WHITE

YELLOW

MAROONORANGE

BROWN

CREAM

COLORS

MC NON FAVOURITE COLOR CREAM

BROWN

ORANGE

MAROONYELLOW

WHITE

SILVER

RED

PURPLE

METTALIC

GREY

GREEN

BLUE

BLACK

MC FAVOURITE COLOR

0 20 40 60 80 100 120 140 160 180 200 220

BLACK

BLUE

GREEN

GREY

METTALIC

PINK

PURPLE

RED

SILVER

WHITE

YELLOW

COLORS

NO. OF SAMPLES

YELLOW

WHITE

SILVER

RED

PURPLE

PINK

METTALIC

GREY

GREEN

BLUE

BLACK


56/74

motorcycle companies should look into this special relationship between colours and consumer

preferences.

Colour of your present motorcycle

Model Color Percentage

Cream 0.29%

Maroon 0.29%

Purple 0.29%

White 0.58%

Metallic 0.87%

Green 1.16%Grey 1.45%

Yellow 1.45%

Silver 4.35%

Blue 8.99%

Red 18.55%

Black 61.74%

Interpretation

Red and Black are the major bike-colours with the respondents. Blue comes distant third.

Motorcycle-Companies should concentrate on these colours and try to bring as many variants in

these colours. Yamaha with its Fazer bikes has successfully launched bikes in red, black and red-

black colour. Apart from red, black, blue, silver other colours are negligent in vehicles. This also

provides opportunity for companies. They should try and provide some new colours to

consumers. Proper market testing should be done. This may throw up some unexpected

opportunities.


57/74

0 20 40 60 80 100 120 140 160 180 200 220

NO. OF SAMPLES

BLACKBLUE

CREAMGREEN

GREYMAROON

METTALICPURPLE

REDSILVER

WHITEYELLOW

COLORS

MODEL COLOR

YELLOW

WHITE

SILVERRED

PURPLE

METTALIC

MAROON

GREY

GREEN

CREAM

BLUE

BLACK

0 20 40 60 80 100 120 140 160 180 200 220

NO. OF SAMPLES

BLACK

BLUE

CREAM

GREEN

GREY

MAROON

METTALIC

PURPLE

RED

SILVER

WHITE

YELLOW

COLORS

MODEL COLOR

YELLOW

WHITE

SILVER

RED

PURPLE

METTALIC

MAROON

GREY

GREEN

CREAM

BLUE

BLACK


58/74

Why did you choose the particular colour in your motorcycle.

Respondents were provided with 25 attributes in all namely

1) Macho 2) Rich 3) Sophisticated 4) Youth 5) Trendy 6) Unique 7) Safe

8) Shiny 9) Sporty 10) Racy Image 11) Decent

12) Eye Catchy/ Attractive 13) Professional 14) Smart 15) Bright 16) Stylish

17)Suits Personality 18) Vibrant 19) Maintenance Free 20) Religious 21) Sober

22) Never Fade 23) Dust/Scratch less visible 24) Passionate 25) Funky 26) others

please specify: ____________

They were asked to opt for the attributes they think is provided by the colours they chose.

The responses varied for each colour as-

REASONS FOR CHOOSING A COLOR

0

5

10

15

20

25

30

35

BLACK

BLUE

CREAM

GREEN

GREY

MAR

OON

METTALI

C

PURP

LE RED

SILVER

WHITE

YELL

OW

COLORS

NO.OFSAM

PLES

Shiny

Sporty

Youth

Macho

Unique

Decent

Dust free

Trendy

Stylish


59/74

FACTORS FOR CHOOSING BLACK

FACTORS FOR CHOOSING BLACK

0 5 10 15 20 25 30 35

OthersMaintainaReligious

viberantBrightFunkysober

PassionatSafe

ProfessioNever fade

SuitsSmart

RichAttractive

RacyStylish

SophisticTrendyDecent

UniqueDust free

MachoYouth

SportyShiny

FACTORS

NO. OF SAMPLES

Series2

Series1


60/74

FACTORS FOR CHOOSING RED

FACTORS FOR CHOOSING RED

0 2 4 6 8 10 12

Dust freeMaintainanceSophisticated

Suitsviberant

AttractiveNever fade

Racy ImageRich

SafeReligious

UniqueBright

ProfessionalSmartSportyDecentStylish

YouthMachoTrendyShiny

COLORS

NO. OF SAMPLES

Series1


61/74

FACTORS FOR CHOOSING BLUE

0 1 2 3 4 5 6

NO. OF SAMPLES

MachoSafe

BrightRich

Racy ImageDecent

AttractiveProfessional

Maintainance freeSophisticated

YouthUniqueShiny

Never fadeFunkySmart

Suits personalityStylishSporty

F

ACTORS

FACTORS FOR CHOOSING BLUE

Series1


62/74

FACTORS FOR CHOOSING SILVER

0 0.5 1 1.5 2 2.5 3

NO. OF SAMPLES

MachoYouth

TrendySporty

Racy ImageSmartBright

StylishSuits personality

viberantDust free

RichSophisticated

UniqueSafe

Maintainance

Shiny

F

ACTORS

FACTORS FOR CHOOSING SILVER

Series1


63/74

6. Regarding Motorcycle design what are the important aspects.

Regarding MC Design Percentage

Body Style/ Design 1.74%

High Contrast Color 8.41%

Component Color 15.07%

Sticker Design 21.16%

Body Color 48.99%

Riding Comfort 4.64%

020406080

100120

140160180

NO. OF SAMPLES

Body Color Sticker

Design

Component

Color

High

Contrast

Color

Riding

Comfort

Body

Style/

Design

FACTORS

IMPORTANT FACTORS OF MC DESIGN

Series1

Series2


64/74

Top features opted by the respondents were-

Body colour, sticker design and component colour. Surprisingly, riding comfort and body style

were lower on the count. This may be comprehended as consumers take riding comfort and body

design as an accepted, irrefutable offering and they further ask for these aesthetic features. Also

since youth is the major market for motorcycles, this shows the demanding preferences of

todays younger generation They need bikes to flaunt besides serving the basic biking wants.

Thus, to gain larger share of the market companies should focus on these and other innovative

aesthetic appeals in the models. Yamaha has lately offered several such innovations. This has

resulted in ever greater market share for Yamaha in the Indian market.

Your Dream Motorcycle

Model percentage Model Percentage

Thunderbird 0.87% Achiever 0.29%

FZ-16 1.16% Aprilia 0.29%

Machismo 1.16% Caliber 0.29%

Apache RTR 1.45% Discover 135 0.29%

Bullet 1.74% Gs150R 0.29%

Pulsar180 2.03% Intruder 0.29%

RX100 2.03% KTM990 0.29%

CBR 2.32% MT01 0.29%

CBZ Xtreme 2.32% Passion 0.29%

Ducati 2.90% Pulsar135 0.29%

Royal Enfield Classic 3.48% Pulsar200 0.29%

Fazer 3.77% R6 0.29%

Bullet 500 4.93% Rajdoot 0.29%

Harley Davidson 4.06% Splendor 0.29%

Pulsar220 5.80% Bullet 350 0.58%

R1 4.35% Discover 100 0.58%

Avenger 5.22% Glamour 0.58%


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Karizma 6.67% Splendor plus 0.58%

Karizma ZMR 7.54% Hunk 0.87%

Kawasaki Ninja 8.41% Pulsar150 0.87%

R15 9.57% Hayabusa 10.14%

The objective behind asking this question was to know the aspirations of consumers. Different

segments have different aspirations. There was preference for powerful bikes as well as

economical bikes. This can be interpreted as needs and aspirations evolve with age. Also,

financial stability along with personality type is also an important consideration.

Yamaha has seven bikes in the treasured category. This shows that Yamaha has an avid

following amongst the consumers.

Top three channels you watch most

1st Priority 2nd Priority 3rd Priority Weighted

Ten sports 18 14 10 92

V 12 20 13 89

Bindaas 18 18 11 101

HBO 33 12 6 129

Star news 30 14 8 126

Star Sports 18 22 12 110

Colors 42 26 10 188

ESPN 45 14 20 183

Zee Tv 21 54 19 190

Sony 45 48 12 243

Star Plus 72 38 13 305

Discovery 84 28 18 326

Aajtak 90 46 20 382

Mtv 99 46 14 403


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Weighted=first priority*3+second priority*2+third priority

Weighted=(First priority)*3 + (Second priority)*2+ (Third priority)

Objective behind this question was to know the channels which will gain maximum eyeballs to

TVCF. M.Tv topped the list for entertainment( song channels) ND Tv is the number one viewed

channel It far outstrips other news channels. Discovery channel is the favourite of all age groups.

Thus it can be a very good source of brand promotion. ESPN tops the sports channels. During

special sporting festivals like T20, companies should provide TVCF round the year on

ESPN.Idiot box is the favourite source of past time for majority of Indians. Thus this medium

should be considered for maximum brand awareness.

0 50 100 150 200

Ten sports

V

Bindaas

HBO

Star news

Star Sports

Colors

ESPNZee tv

Sony

Star Plus

Discovery

Aajtak

Mtv

NDTV

1st Priority

2nd Prority

3rd Priority


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SWOT Analysis

STRENGTHS WEAKNESSES

High quality products to exceed

customer expectations.

Attractive design and colours.

Strong brand name all over the world

as well as in India

Availability of easy finance schemes

from Bussan Auto Finance.

Use of latest technology for

production.

Low maintenance and low expenses

per kilometer.

Now it comes with a changed

handlebar which is more comfortable

to drive.

Availability of the product in the

market.

Broad and intensive distribution

network across the country.

Yamaha has narrow product line in Indianmarket.

Few people are not satisfied with the

mileage of the bikes.

Not giving promotional schemes for

longer time periods.

Poor advertisement of the product.

OPPORTUNITIES THREATS


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CONCLUSION

As the auto industry witnessed yet another year of good sales, there is clear evidence that the

dynamics of the Indian two-wheeler industry has changed significantly over the last few years.

While everyone knows that there has been constant shift in demand towards motorcycles from

geared scooters. Various companies have entered into the two-wheeler industry.

There are various competitors of Yamaha comes from Hero Honda. The driver of growth for

Hero Honda was the launch of entry level, value-for-money bike CD-Dawn and the upgraded

version of Splendor and Passion. The company which had lost its market share in FY02 has

made a strong comeback and regained its share.

Secondly another company Bajaj is also leading in the two-wheeler in the market. The success

Bajajs latest model Pulsar has helped the company to stay clear of adopting an aggressive price

reduction strategy. Besides, the recently launched CT100 had also enjoyed a fair degree of

success. TVS is also trying to capture the good market share by introducing the different models

of bikes. The industry has now acquired the traits of the consumer durable industry, of price

wars, celebrity endorsement and ever-increasing sales and promotional out go. Earlier, Hero

Honda and Bajaj Auto were the only producers of four-stroke motorcycles. Now, TVS Motor is

also jostling for space in the four-stroke market.

India Yamaha Motor last year achieved a dramatic turnaround on the back of the success of its

125cc Enticer and 106cc Libero models. IYM is also trying to retain their market share by

introducing different bikes. They have launched two bikes in 2004 as change Libero and Fazer.

In 2008, they have launched FZ-16 and R15. They have also launched an upgraded version of

FZ-16 i.e. FZ-S. Currently, Yamaha have a market share of about 3.5% in the Indian two-

wheeler market.


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RECOMMENDATIONS

Based on research, following recommendations are made to Yamaha

Yamaha should expand its FZ series. It should promote newer models. Yamaha isseen as the bike of youth. Also Yamaha is originally considered as the racing bike

manufacturer.

Yamaha should sponsor youth festivals. It should consider every contact points that

can be made with the youth.

Yamaha should also introduce bikes in the economical range. Poor mileage is seen

as the major drawback associated with the Yamaha bikes.

Yamaha should actively consider brand promotions. Yamaha lacks as far as brand

promotion is considered compared to other brands.

Yamaha has much favourable position in the minds of consumers as compared to

TVS, Suzuki and HMSI. Yet it comes distant fifth in the Indian motorcycle market.

It shows lack of consumers confidence. Directed promotions towards this concern

should be vigorously held on the national scale.

Company should focus on after-sales service. Proficient service will provide

Yamaha a leading edge.

Yamaha should consider and project itself as a service oriented organisation. Today

consumers demand effective and prompt continuous service. Yamaha should meet

and exceed this want of consumers.


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BIBLIOGRAPHY

Statistics for Managers byLevine,Stephan,Krehbiel,Berenson

Annual report of the Compny.

Marketing Management by Kotler,,Koshy,Jha

Strategic Marketing byAnderson,vincze

MAGAZINES/NEWSPAPER

Bussiness Today

The Financial Express

The Tme Of India

Company Annual Magazine


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QUESTIONNAIRE

1. Which motorcycle attracts you a lot? a.) _________________ b.)

_________________

2. Which company the following motorcycle brand belongs ?

3. Which brand you like the most?

1.) Bajaj 2.) Yamaha 3) Hero Honda 4.) Honda 5.) TVS 6.) Suzuki

4. Please specify your source of awareness for motorcycles:

1.) TVCF 2.) Newspaper 3) Magazine 4.) Showroom 5.) Family/ Friends

6.) Internet 7.) Hoardings 8.) Road Show 9.)Others, plz specify..

Bajaj Yamaha Hero

Honda

TVS HMSI Suzuki Others

Apache RTR

Pulsar135

Karizma ZMR

Fazer

GS150R

CBF stunner


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5. What/Who influenced you more for purchasing a motorcycle?

1.) Friends/Family 2.) Girl Friend 3.) Hoardings 4.) Show off 5.) Personal

Experience. 6.) Information from Dealer / Showroom 7.) Test Drive 8.)Resale value 9)

Others, plz specify

6. Which company you associate with racing?

1. Bajaj 2. Yamaha 3. Hero Honda 4. TVS 5. Honda

6.Suzuki

7. Which company you strongly associate with youth?

1. Bajaj 2. Yamaha 3. Hero Honda 4. TVS 5. Honda 6.Suzuki

8. Which of the words/statements you think best describes the following companies?

Hero

Honda

Bajaj Yamaha TVS HMSI(Honda) Suzuki

Traditional

Advanced

Technology

Reliable/ Trust-

worthy

High Performance

Stylish/ Sporty

Trend setter


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Innovative

Good Mileage

Passionate

9. You would like to be in which category for the following Motorcycle Brand:

Bajaj Yamaha HeroHonda TVS Suzuki HMSI

(Honda)

1.)Recommenders

2.) Preferrers

10. Which Brand you will never buy?

1. Bajaj 2. Yamaha 3. Hero Honda 4. TVS 5. HMSI 6.Suzuki

11.a. Reason for rejecting this particular brand.

12. Who is the brand ambassador of Yamaha?

1. M.S. Dhoni 2. Hrithik Roshan 3. John Abraham 4. Yuvraj Singh

13. Please write the color name of your favorite & not favorite.

Favorite Color _____________ Not Favorite Color _____________________

14. Please write the Motorcycle color name of your favorite & not favorite.

Favorite Color _____________ Not Favorite Color _____________________

15. Please write the color of your current motorcycle.


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Present________________

a. What did you choose the above color?

(Choose from the below listed Keywords & put on the box according to your priority)

1) Macho 2) Rich 3) Sophisticated 4) Youth 5) Trendy 6) Unique 7) Safe

8) Shiny 9) Sporty 10) Racy Image 11) Decent

12) Eye Catchy/ Attractive 13) Professional 14) Smart 15) Bright 16) Stylish

17)Suits Personality 18) Vibrant 19) Maintenance Free 20) Religious 21) Sober

22) Never Fade 23) Dust/Scratch less visible 24) Passionate 25) Funky 26) others

please specify: ____________

16. What is your dream motorcycle? Model Name - .

17. Regarding Motorcycle Design, what is an important aspect for you?

(_________________)1) Body color 2) Sticker Design 3) Component Color 4) High

Contrast Color 5) Other Please Specify:__________________

Top 3 channels you watch most.. 1.. 2. 3.

Documents

Final Report Yamaha