Project Yamaha chethan

Consumer Attitude On Two Wheelers

East Point College Of Higher Education Page 1

INTRODUCTION

CONSUMER ATTITUDE

Consumers are individuals with likes and dislikes. When the preponderance of people in a

particular group feel one way or another about a product, service, entity, person, place or

thing, it is said to be a generalized consumer attitude that could affect the marketing of that

person, product or entity in positive or negative ways. Marketers strive to influence consumer

attitudes, and understanding the prevailing attitude is the first step to changing it if needed.

Consumer Attitudinal Research

One of the prime reasons for conducting marketing research is to understand consumer

attitudes. Attitudes affect behaviour. In marketing, the desired behaviour is to purchase a

product or service. Marketers need to know what attitudinal barriers exist in purchasing so

they can strategize how to counter those obstacles through marketing activities.

Large companies will conduct market studies that survey the opinions of hundreds or

thousands of people. Their goal is to survey a sample size large enough so that the results are

deemed "significant." They pose questions to study participants that attempt in every way

possible to understand all the attitudinal nuances of the study subject. Findings from research

are used as the basis for marketing and advertising strategies. Big marketers will benchmark

attitudes and do successive studies over a number of years to determine if marketing efforts

have worked to change consumer attitudes.



Negative Learned Attitudes

People develop attitudes almost from birth. Some attitudes are learned, likely from parents.

The influence of a respected person can be a powerful and long lasting attitude influencer. A

marketer of a new detergent might have difficulty persuading a group of people who hold the

belief that only the detergent brand Mom used is best. From the marketer's perspective, these

learned attitudes are negative ones because they can affect receptivity to his product. Despite

the marketers' best efforts, there might be little that can be done to dissuade such a belief if it's

strongly ingrained.

Learned attitudes can be deep-seated, emotionally charged feelings that dictate behaviours

which can even baffle the person exhibiting those attitudes. When marketers encounter

consumers with learned negative attitudes, they usually write off those groups as not worth

the time and effort to target for marketing purposes

Positive Learned Attitudes

Consumers who have positive learned attitudes are an automatic consumer franchise for

marketers. They tend to exhibit loyalty and purchase frequently as well as defend the product

or service to others who may criticize it. They take criticism as a negative reflection of the

individual from whom they learned the attitude. The higher the regard they hold the original

opinion holder, the more likely they are to hold onto their attitudes about a product or service.

Negative Experience Attitudes

Most consumer attitudes are borne out of experience with products and services. A person

who has a bad experience with a type of car might never be persuaded to purchase that kind of

car again, no matter how attractive the price offer. Consumers can generalize a negative

attitude toward whole categories of goods and services or even groups and communities.

People who eat organic foods might have negative attitudes about non-organic foods.

Similarly, someone who got sick from eating too much ice cream as a child might have the

attitude that all dairy is bad. Negative experiences adversely affect consumer attitudes.



Positive Experience Attitudes

Positive experiences work to the advantage of marketers. Getting 20 years out of one make of

car likely will make the next car purchased of the same make. Positive experience equals

favourable behaviour. Marketers work to make experiential attitudes as positive as possible

How to Change Consumer Attitudes

Conduct marketing research to learn about consumer attitudes that may affect the process of

marketing your product or service. Focus on widespread preconceptions that you will need to

counteract, identifying potentially negative beliefs, impressions and preferences. Evaluate

whether these attitudes stem from actual, personal experiences or whether they are the product

of advertising campaigns or popular prejudices. Perform your own direct surveys, and also

study relevant research to determine the criteria and variables that influence a consumer's

decision of whether to purchase your product or service.

If negative consumer attitudes toward your product or service stem from an actual experience

with it, look for ways to redesign your offerings in order to counteract these negative

perceptions. Focus on directly addressing consumer dissatisfaction, based on the results of

your research. Launch an advertising campaign to communicate the changes that you have

implemented, and identify the ways that they will more effectively meet consumers' needs.

If consumer attitudes stem from social biases, target your marketing and advertising toward

creating impressions more favourable to your product or service. For example, if consumers

view your product or service as a luxury and this presents difficulties for you during tough

economic times, rebrand it as a necessity or demonstrate ways that it can actually save money

in the long term



Who is a Consumer?

Any individual who purchases goods and services from the market for his/her end-use is called

a consumer.

In simpler words a consumer is one who consumes goods and services available in the market.

Example - Tom might purchase a tricycle for his son or Mike might buy a shirt for himself. In

the above examples, both Tom and Mike are consumers.

What is consumer Interest?

Every customer shows inclination towards particular products and services. Consumer interest

is nothing but willingness of consumers to purchase products and services as per their taste,

need and of course pocket.

Let us go through the following example:

Both Maria and Sandra went to the nearby shopping mall to buy dresses for themselves. The

store manager showed them the best dresses available with him. Maria immediately purchased

two dresses but Sandra returned home empty handed. The dresses were little too expensive for

Sandra and she preferred simple and subtle designs as compared to designer wears available

at the store.

In the above example Sandra and Maria had similar requirements but there was a huge

difference in their taste, mind set and ability to spend.

What is Consumer Behavior?

Consumer Behavior is a branch which deals with the various stages a consumer goes through

before purchasing products or services for his end use.



Why do you think an individual buys a product?

Need

Social Status

Gifting Purpose

Why do you think an individual does not buy a product?

No requirement

Income/Budget/Financial constraints

Taste

When do you think consumers purchase products?

Festive season

Birthday

Anniversary

Marriage or other special occasions

There are in fact several factors which influence buying decision of a consumer ranging from

psychological, social, economic and so on.

The study of consumer behavior explains as to:

Why and why not a consumer buys a product?

When a consumer buys a product?

How a consumer buys a product?

During Christmas, the buying tendencies of consumers increase as compared to other months.

In the same way during Valentines week, individuals are often seen purchasing gifts for their

partners. Fluctuations in the financial markets and recession decrease the buying capacity of

individuals.

In a laymans language consumer behavior deals with the buying behavior of individuals.



The main catalyst which triggers the buying decision of an individual is need for a particular

product/service. Consumers purchase products and services as and when need arises.

According to Belch and Belch, whenever need arises; a consumer searches for several

information which would help him in his purchase.

Following are the sources of information:

Personal Sources

Commercial Sources

Public Sources

Personal Experience

Perception also plays an important role in influencing the buying decision of consumers.

Buying decisions of consumers also depend on the following factors:

Messages, advertisements, promotional materials, a consumer goes through also

called selective exposure.

Not all promotional materials and advertisements excite a consumer. A consumer does not

pay attention to everything he sees. He is interested in only what he wants to see. Such

behavior is called selective attention.

Consumer interpretation refers to how an individual perceives a particular message.

A consumer would certainly buy something which appeals him the most. He would

remember the most relevant and meaningful message also called as selective retention. He

would obviously not remember something which has nothing to do with his need.

In two wheeler markets India has the world second largest Market (after China). In India

every month sold nearly 3-lakh motor cycle. The two- wheeler industry is among the few

that have managed to face the industrial slow down.



The industry's impressive growth of over 10% for four year till 2006-07. But in 2007-08

there was a drop in agricultural output. But a boost comes in the 6th Pay commission

recommendation. After year of cursing along at fairly relaxed pace, two wheeler industry

has finally stepped on the accelerator & swayed its way timely in to the first lane. All the

major players in the market including YAMAHA ,BAJAJ AUTO, HERO, HONDA,TVS

,SUZUKI, ESCORT,ROYAL ENFIELD, KINETIC , work over time to grab slice of two-

wheeler pie as possible, the market is suddenly roaring for action.

Over a period of more than two decades the Indian Automobile industry has been driving its

own growth through phases. The entry of Suzuki Corporation in Indian passenger car

manufacturing is often pointed as the first sign of India turning to a market economy. Since

then the automobile sector witnessed rapid growth year after year. By late-90 the industry

reached self reliance in engine and component manufacturing from the status of large scale

importer. With comparatively higher rate of economic growth rate index against that of great

global powers, India has become a hub of domestic and exports business. The automobile

sector has been contributing its share to the shining economic performance of India in the

recent years.

With the Indian middle class earning higher per capita income, more people are ready to own

private vehicles including cars and two- wheelers. Product movements and manned services

have boosted in the sales of medium and sized commercial vehicles for passenger and goods

transport. Side by side with fresh vehicle sales growth, the

Automotive components sector has witnessed big growth. The domestic auto components

consumption has crossed rupees 9000 crores and an export of one half size of this figure

Marketing

Marketing deals with identifying and meeting human and social needs. The shortest definition

of marketing is meeting needs profitably.



Consumer & Customer

Although the terms consumer and customer are almost same and link to each other, but there

are some different between them. Consumer is the end user of the product and the services.

Whereas the consumer is only an intermediate user who adds further value to the product of

services before it is consumed by the end user. If a person purchased a product and uses it. He

is both customer as well as consumer of the product. In short customer are the buyer and

consumer are the users.

Attitude

Attitude is the process by which an individual selects, organizes and interprets stimuli into a

meaningful and coherent picture of the world. A stimulus in any unit of input to any of the

senses. Examples of stimuli (i.e. sensory input) include products, packages, brand names,

advertisements and commercials. Perception varies individual to individual. In short

perception can be described as how we see the world around us.

Consumer characteristics effecting Attitude

The internal factors effecting attitude:

1. Selective attention

2. Selective exposure

3. Selective reception, Comprehensive and retention

4. Perceptual vigilance or defense

5. Expectation

6. Subliminal perception

External Factors:

1. Intensity and size

2. Position

3. Contrast

4. Novelty

5. Repetition

6. Movement



Characteristics of the Attitude

1. Ones needs and motives

2. Ones beliefs

3. Ones past experience

4. Ones expectations

5. Current psychological state

6. Self concept

7. Situation

The lower level at which an individual can perceive a specific stimulus is that persons

absolute threshold. The minimum difference that can be perceived between two stimuli is

called the differential threshold or just noticeable difference. Most stimuli are perceived by

consumers where the level of there conscious awareness how ever, weak stimuli can be

perceived below level of conscious awareness. Research does not support the contention the

sub luminal stimuli affect consumer buying decision.

Consumer selections of stimuli from environment are based on the interact of their

expectations and motives with the stimuli itself. The principle of selective attitude includes

the following concept:

1. Selective exposure

2. Selective attention

3. Perceptual defense

4. Perceptual blocking



People usually perceived things they need or want and block the attitude of necessary,

unfavorable or painful stimuli consumers organize their attitude into unified wholes according

to the principle or Gestalt psychology.

I.e. Figure and ground, grouping and closure.

The interpretation of stimuli is highly subjective and is based on what the consumer expects

to see in light of previous experience on the number of plausible explanation he or she can

envision on motives and interest at that time of perception and on the clarity of the stimuli it

self. Influences that tend to distort objective interpretation include physical appearances

stereotypes halo effect, irrelevant case, first impression, and tendency to jump to conclusions.

Just as individuals have perceived images of themselves. They also have perceived images of

products and brands. The perceived image of the product or services (I. e. its symbolic

meaning)

Is probably more important to its ultimate success than are its actual physical characteristics.

Products and service that are perceived favorable have or much better change of being

purchased than the products or services with unfavorable or neutral image.

Compare with manufacturing firms, Services market face several unique problems in positing

and promoting there offering, including the service characteristics,(e.g.: Services are

intangible, variable, perishable) and are simultaneously product and consume regardless of

how well positioned a product or service appears to be, the marketer may be forced to

reposition it in response to market events, such as new Competition strategies or change in

Consumer performance.

Consumer often judges the quality of the product or services on the basis of the variety of

informational cues. Some are intrinsic to the product (of price, store, image, brand image,



service and environment). In the absence of direct expenses or other in-promoting, consumer

often relies on price as an indicator of quality.

The image of retail stores influence the perceived quality of product they, as well as the

decision of consumer as to where to stop.

Consumer imaging extend beyond perceived price and store image to the producer

themselves. Manufacturers who enjoy to favorable image generally find to their new products

are accepted more rapidly than those of manufacturer with less favorable or even neutral

images.

A consumer often perceives risk in making product selection because of uncertainly as to the

consequence of their product decisions. The frequent types of risk that consumers perceive are

functional risk, physical risk, financial risk, social risk, psychological risk and time risk.

Consumer strategies for reducing perceivers risk include increase information search brand

loyalty, buying a well known brand buying from a repeated retailers buying the most

expensive brand, and seeking reassurances in the form of money back guaranties, warranties

and pre-purchase trials. The concept of perceived risk has importance implications for

marketers, who can facilities the acceptance of new products by incorporating risk reduction

strategies in their new product promotional campaigns .

IMPORTANCE OF 4Ps IN MARKETING

Once the customer needs or wants are determined, the marketer has to satisfy them. The first

aspect of this implementation is the product itself, which is the ultimate basis for the

customers to determine whether his or her needs are being met. The marketer must, therefore,

match the product as closely as possible to those needs. This may be accomplished by offering

a tailor made existing product by radically changing the product by modifying its features or

its packaging or even by describing the product in a different way.



The second aspect is the delivery system the producer must get the product within reach of

customers in a timely manner. Third the customer must to communicate with the customer and

persuade the customer to purchase the product, perhaps by using and advertisement. Fourth the

product must be priced right so that the customers can afford it and is willing to choose it from

among competing offer.

These separate aspects may be categorized in a no. of ways. One customary framework is 4p:

product, price, place and promotion.

PRODUCT

Product refers to the product related elements and includes both goods and services. A product

maybe defined as everything both favorable and unfavorable that a person receives in an

exchange. A product may be tangible goods alike a pair of shoes, or services like a haircut,

and ideas like dont litter or any combination of these three. Packaging style co lour options

and size are some typical product features. Just as important are intangible such as services,

the sellers image the manufacturers reputation and the way consumers believed others will

view that product.

Price is split off and elements worth of separate consideration, although this may

overemphasize its importance.

PRICE

Although this may overemphasize its importance.

Price is the key to revenues, which in turn is the key to profits for an organization. Revenue is

the price charged to customers multiplied by the no of units sold. Revenue is what pays for

every activity of the company, production, finances, sales, distribution and so on. Whats left

over is profit. Managers usually strive to charge a price the will earn as fair profit.



To earn profit managers must choose a price that is not too high or too low. A price that equals

the perceived value will be less than the cost. Lost sales mean lost revenue. Conversely if a

price is too low, it may be perceived great value for the consumer but the firm loses revenue it

could have earned.

PLACE

Place refers to delivering the product to the customer to consume it. This term includes

channels of distribution, transportation, warehousing, and inventory control.

In marketing mix place has a great impact. Manufacturers work doesnt stop after producing

a product and set a price for it. They should send the product the final consumer. Without this

there is no use of producing goods or services.

PROMOTION

Promotion to delivering the message to the consumer about the product. The P covers

advertising, personal selling, sales promotion, publicity, public relations exhibition and

demonstration used in promotion. This system of announcement of the commonsense of the

product in the market to help of the potential consumer to learn about the product. It is also

important like product, price and place in the marketing mix.

The 4ps offer just one, albeit frequently used, approach to marketing. Some pundits propose

just two factors the offering (product and price) and the methods and tools (including

distribution and promotion). Still others argue for the need to subdivide these categories

further, differentiating. For e.g. between sales and advertising as forms of promotion. Perhaps

the most significant criticism of the four Ps approach is that it emphasizes the inside our view

instead of the outside in approach. Nevertheless, the 4p offer a memorable useful to the major

categories of marketing activity as well as framework with in which they can be used.

Complex buying behavior:



This process involves a 3-steps process; first the buyer develops beliefs about the product.

Second the consumer develops attitudes about the product. Third the consumer makes

thoughtful choices. Consumers engage in complex buying behavior when they are highly

involved in a purchase and aware of significant differences among brands. This is usually the

case when the product is expensive, brought infrequently, risky and highly self expensive.

Habitable buying behavior:

Consumer has little involvement in this product category. If the consumer keeps reaching for

the same brand, it is out of habit not strong brand loyalty. With low cost products, consumers

behavior does not pass through the normal sequence of belief, attitude, and behavior.

Consumers do not search extensively of information evaluates characteristics and makes a

decision on which brand to buy. Instead they are passive receipts of information in television

or print ads. Ad repetition creates brand familiarity rather than brand conviction.

Variety seeking buying behavior:

Some buying situations are characterized by low involvement but significant brand

differences. Here consumers often do a lot of brand switching. The consumer array reaches for

another brand out of a wish for a different taste. Brand switching occurs for the sake of variety

rather than dissatisfaction.



Research Methodology

Research methodology tells about the statement of the problem, time scope, objectives and

limitation of the study. The data collected here in the two sources

Primary data: - Primary data was collected with the interaction with the certain executive

Secondary data: - Secondary data was collected with the help of company records, company

reports and publications, company websites and other books and magazines.

Type of study:

Exploratory research study

Sampling device:

Random sampling of customers who have purchased the product.

Tools of sample size:

100 respondents were selected for the project study.

Methods of collection of data:

For this research work necessary data have been collected with the help of two questionnaires,

which was carefully made for this study.

Questionnaire for the company.

Questionnaire for the consumers.

The data about the companies were collected through an interview conducted with the Manager

of the YAMAHA MOTORS & database of the company. Data from the consumers were

collected by direct interview as well as by telephonic interview. .



Statement of the problem:

The study is considered with respect to Yamaha motors. Concerning the consumers who have

bought two wheelers and also on their perception towards the after sales service provided in

YAMAHA MOTORS .

The project aims at understanding the consumers perception towards the two wheelers bought

in the YAMAHA MOTORS and their inputs of the service rendered to them in different

periodical time.

Objectives of the study:

The objective of the study is as follows:

1) To understand the consumers views on the Yamaha bikes.

2) To measure the visibility of the brand in the market.

3) To evaluate whether the brands marketing in the market is help in the Development of the

brand.

4) Receive suggestions if any, to improve the brand and services.

5) To gauge the brand image of YAMAHA MOTORS as a Part of consumer perception.

6) Suggest new needs of improving the brand perception through Marketing techniques.

Sources of data

The study requires only secondary data, which already have been collected by some other

agency or researcher with the intention of using it for a particular purpose. The source of

secondary data is being companys records, company reports and published research studies,

significant tools popular with my studies are company websites, annual reports and other

books and magazines.



Scope of the study

This study is limited to two wheelers of Yamaha and also the entire two wheeler industry in

general concern of consumer perception.

The consumer satisfactions are some of the important data which have been covered in the

project report and therefore its a wide study for improving marketing.

All the consumers have been selected on a random basis. The relevant data have been

collected with the help of consumers questionnaire prepared specially for this analysis. This

consumer survey has been carried out over a period of one month.

Limitations of the study:

This project study is conserving two wheeler at YAMAHA MOTORS alone and thus cannot be

generalized for all the brands available in the market.

Some of the responses of the consumers may be biased due to which there may be problems

in one final conclusion derived from the data collected.

The data furnished by the respondents were limited to the consumers attitudes,

perception, knowledge, feeling and awareness.

Analysis of schedule is going to be based on the assumption that the respondents give

correct information.

The study was time bounded.



INDUSTRY AND COMPANY PROFILE

AUTOMOBILE INDUSTRY

An automobile or motor car is a wheeled motor vehicle for transporting passengers; which

also carries its own engine or motor. Most definitions of the term specify that automobiles are

designed to run primarily on roads, to have seating for one to eight people, to typically have

four wheels, and to be constructed principally for the transport of people rather than goods

However, the term is far from precise because there are many types of vehicles that do similar

tasks.

Automobile comes via the French language, from the Greek language by combining auto with

mobilis [moving]; meaning a vehicle that moves itself, rather than being pulled or pushed by a

separate animal or another vehicle. The alternative name car is believed to originate from the

Latin word carrus or carrum [wheeled vehicle], or the Middle English word carre [cart] (from

Old North French), and karros; a Gallic wagon

An automobile powered by his own four-stroke cycle gasoline engine was built in Mannheim,

Germany by Karl Benz in 1885 and granted a patent in January of the following year under

the auspices of his major company, Benz & Cie., which was founded in 1883. It was an

integral design, without the adaptation of other existing components and including several

new technological elements to create a new concept. This is what made it worthy of a patent.

He began to sell his production vehicles in 1888.

In 1879 Benz was granted a patent for his first engine, which had been designed in 1878.

Many of his other inventions made the use of the internal combustion engine feasible for

powering a vehicle.Since the 1920s, nearly all cars have been mass-produced to meet market

needs, so marketing plans often have heavily influenced automobile design.



It was Alfred P. Sloan who established the idea of different makes of cars produced by one

company, so buyers could "move up" as their fortunes improved.

Overview Of Automobile Industry

The Indian automobile industry is going through a technological change where each firm is

engaged in changing its processes and technologies to sustain the competitive advantage and

provide customers with the optimized products and services. Starting from the two wheelers,

trucks, and tractors to the multi utility vehicles, commercial vehicles and the luxury vehicles,

the Indian automobile industry has achieved tremendous amount of success in the recent

years.

As per Society of Indian Automobile Manufacturers (SIAM) the market share of each

segment of the industry is as follows:

The automobile industry had a growth of 15.4 % during April-January 2007, with the average

annual growth of 10-15% over the last decade or so. With the incremental investment of $35-

40 billion, the growth is expected to double in the next 10 years.

Consistent growth and dedication have made the Indian automobile industry the second-

largest tractor and two-wheeler manufacturer in the world. It is also the fifth-largest

commercial vehicle manufacturer in the world. The Indian automobile market is among the

largest in Asia.

The key players like Hindustan Motors, Maruti Udyog, Fiat India Private Ltd, Tata Motors,

Bajaj Motors, Hero Motors, Ashok Leyland, Mahindra & Mahindra have been dominating the

vehicle industry. A few of the foreign players like Toyota Kirloskar Motor Ltd., Skoda India

Private Ltd., Honda Siel Cars India Ltd. have also entered the market and have catered to the

customers needs to a large extent. Not only the Indian companies but also the international

car manufacturing companies are focusing on compact cars to be delivered in the Indian

market at a much smaller price. Moreover, the automobile companies are coming up with

financial schemes

such as easy EMI repayment systems to boost sales. There have been exhibitions like Auto-

expo at Pragati Maidan, New Delhi to share the technological advancements.



Besides, there are many new projects coming up in the automobile industry leading to

the growth of the sector. The Government of India has liberalized the foreign exchange and

equity regulations and has also reduced the tariff on imports, contributing significantly to the

growth of the sector. Having firmly established its presence in the domestic markets, the

Indian automobile sector is now penetrating the international arena. Vehicle exports from

India are at their highest levels. The leaders of the Indian automobile sector, such as Tata

Motors, Maruti and Mahindra and Mahindra are leading the exports to Europe, Middle East

and African and Asian markets. The Ministry of Heavy Industries has released the

Automotive Plan 2006-2016, with the motive of making India the most popular

manufacturing hub for automobiles and its components in Asia. The plan focuses on the

removal of all the bottlenecks that are inhibiting its growth in the domestic as well as

international arena

INDIAN AUTO MOBILE INDUSTRY

The automotive industry in India is one of the largest in the world and one of the fastest

growing globally. India's passenger car and commercial vehicle manufacturing industry is

the seventh largest in the world, with an annual production of more than 3.7 million units in

2012. According to recent reports, India is set to overtake Brazil to become the sixth largest

passenger vehicle producer in the world, growing 16-18 per cent to sell around three million

units in the course of 2012-13. In 2009, India emerged as Asia's fourth largest exporter

of passenger cars, behind Japan, South Korea, and Thailand. In 2010, India reached as Asia's

third largest exporter of passenger cars, behind Japan and South Korea beating Thailand.

As of 2012, India is home to 40 million passenger vehicles. More than 3.7 million automotive

vehicles were produced in India in 2012 (an increase of 33.9%), making the country the

second fastest growing automobile market in the world. According to the Society of Indian

Automobile Manufacturers, annual vehicle sales are projected to increase to 5 million by 2015

and more than 9 million by 2020. By 2050, the country is expected to top the world in car

volumes with approximately 611 million vehicles on the nation's roads.



Development.

In 1953, the government of India and the Indian private sector initiated manufacturing

processes to help develop the automobile industry, which had emerged by the 1940s in a

nascent form. Between 1970 to the economic liberalization of 1991, the automobile industry

continued to grow at a slow pace due to the many government restrictions. A number of

Indian manufactures appeared between 1970-1980. Japanese manufacturers entered the Indian

market ultimately leading to the establishment of Maruti Udyog. A number of foreign firms

initiated joint ventures with Indian companies.

Following the economic reforms of 1991, the automobile section underwent delicensing and

opened up for 100 percent Foreign Direct Investment. A surge in economic growth rate and

purchasing power led to growth in the Indian automobile industry, which grew at a rate of

17% on an average since the economic reforms of 1991. The industry provided employment

to a total of 13.1 million people as of 2006-07, which includes direct and indirect

employment.

The export sector grew at a rate of 30% per year during early 21st century. However, the

overall contribution of automobile industry in India to the world remains low as of 2007.

Increased presence of multiple automobile manufacturers has led to market competitiveness

and availability of options at competitive costs.]India was one of the largest manufacturers of

tractors in the world in 2005-06, when it produced 2,93,000 units. India is also largely self-

sufficient in tyre production, which it also exports to over 60 other countries. India produced

65 million tyres in 2005-06. Following India's growing openness, the arrival of new and

existing models, easy availability of finance at relatively low rate of interest and price

discounts offered by the dealers and manufacturers all have stirred the demand for vehicles

and a strong growth of the Indian automobile industry.The data obtained from ministry of

commerce and industry, shows high growth obtained since 2001- 02 in automobile production

continuing in the first three quarters of the 2004-05.



Annual growth was 16.0 per cent in April-December, 2004; the growth rate in 2003-04 was

15.1 per cent the automobile industry grew at a compound annual growth rate (CAGR)of 22

percent between 1992&1997.

With investment exceeding Rs. 50,000 crore, the turnover of the automobile industry

exceeded Rs. 59,518 crore in 2002-03. Including turnover of the auto-component sector, the

automotive industry's turnover, which was above Rs. 84,000 crore in 2002-03, is estimated to

have exceeded Rs.1,00,000 crore ( USD 22. 74 billion) in 2003-04.

Automobile Production

ThekeyfactorsBehindThisUpswing

Sales incentives, introduction of new models as well as variants coupled with easy availability

of low cost finance with comfortable repayment options continued to drive demand and sales

of automobiles during the first two quarters of the current year. The risk of an increase in the

interest rates, the impact of delayed monsoons on rural demand, and increase in the Cost of

inputs such as steel are the key concerns for the players in the industry

.

Automobile Production Trends (Number of

Vehicles)

Category 2007-08 2008-09 2009-10 2010-11 2011-12 2012-13

Passenger

Vehicles 1,777,583 1,838,593 2,357,411 2,982,772 3,146,069 3,233,561

Commercial

Vehicles 549,006 416,870 567,556 760,735 929,136 831,744

Three

Wheelers 500,660 497,020 619,194 799,553 879,289 839,742

Two

Wheelers 8,026,681 8,419,792 10,512,903 13,349,349 15,427,532 15,721,180

Grand Total 10,853,930 11,172,275 14,057,064 17,892,409 20,382,026 20,626,227



As the players continue to introduce new models and variants, the competition may intensify

further. The ability of the players to contain costs and focus on exports will be critical for the

performance of their respective companies .

The auto component sector has also posted significant growth of 20 per cent in 2003-04, to

achieve a sales turnover of Rs.30, 640 crore (US$ 6.7 billion). Further, there is a potential for

higher growth due to outsourcing activities by global automobiles giants. Today, this sector

has emerged as another sunrise sector .



Major Manufacturers in Automobile Industry

Maruti Udyog Ltd.

General Motors India

Ford India Ltd.

Eicher Motors

Bajaj Auto

Daewoo Motors India

Hero Motors

Hindustan Motors

Hyundai Motor India Ltd.

Royal Enfield Motors

Telco

TVS Motors

DC Designs

Swaraj Mazda Ltd

BMW India

Volkswagen India

Skoda Auto India

Audi India

Toyota Kirloskar

Renault India:

Nissan Motor India:

Mitsubishi

Mercedes-Benz India:

Hyundai Motor India

Land Rover

Honda Siel

General Motors India

Chevrolet:



Government has liberalized the norms for foreign investment and import of technology to

have benefited the automobile sector. The production and that appears of total vehicles

increased from 4.2 million in 1998- 99 to 7.3 million in 2003-04. It is likely that the

production of such vehicles will exceed 10 million in the next couple of years.

Evolution of Two Wheelers

Two Wheelers have made their presence felt in the mid 50's but it was only in the last fifteen

years or so that the sector has really blossomed and evolved in the truest sense of the term.

With the abolition of license permit raj, and removal of quantitative restrictions automobile

industry in general and two wheelers in particular have grown in leaps and bounds. Gone are

the days when one had to wait for several days to get a Bajaj scooter, today you can own a

two-wheeler in a few minutes. The opening up of the economy has facilitated the two-wheeler

companies to acquire superior and foreign technology, which enables them to compete with

foreign companies like the Yamaha, Honda and the Suzuki.

Today Hero claims to be the largest two-wheeler manufacturer in the world producing more

than 3 million units of two-wheeler per year. It has to be noted that the Indian Government

had acquired the Lambretta brand from the Inocennti Company in Italy way back in the 50's.

The company was rechristened as scooters India Limited and it started manufacturing scooters

in the country with the first product being the Vijaii Super.Very soon Indian companies like

Bajaj Auto and LML Motors joined the bandwagon of manufacturing scooters modeled on the

Italian design of the Vespa and Piaggio. Similarly motorcycles made their debut in the

country courtesy the Enfield Motors, these heavy set of machines were brought into the

country to help the services people man the difficult terrains of the western regions of the

country. Every category of two-wheeler had its presence in the Indian market; Kinetic Motors

has been instrumental in the success of mopeds in the country .



Today one has a huge choice in the motorcycle category as there are products available across

all segments right from the entry level to vantage position as most companies have stopped

manufacturing these metal bodied geared scooters. This shrinking category has got a new

lease of life thanks to the gearless scooterettes which are a big hit among the fairer sex.

Kinetic Motors is trying to revive this category by infusing fresh blood in the form of Kinetic

Blaze.

The mopeds segment have seen a stagnant growth over the recent years but with rural

connectivity improving with each passing day and motorcycles becoming more affordable ,

they are also posed to have a natural death .

So in conclusion one can say that the two wheeler market has evolved in such a manner that

in the days to come motorcycles are expected to be the most preferred choice of the consumer

the premium segment.

Key players in the Two-wheeler Industry:

o Bajaj Auto Ltd.

o Electrotherm India Ltd

o Hero Honda Motors Ltd.

o HMSIL

o Hero Electric

o Kinetic Motor Co. Ltd.

o LML India Ltd.

o Monto Motors

o Royal Enfield Motors India Ltd.

o Suzuki Motor Corporation

o TVS Motor Co.

o Yamaha Motor India Pvt.Ltd.

o Mahindra 2 Wheelers Ltd.

o Harley Davidson

o Hyosung

o Ducati

There are a number of two wheeler companies in India that produce vehicles of extremely

high standard. Some of the leading two wheeler manufacturers in India are Bajaj Auto, TVS

Motor, Kinetic Motor, Suzuki Motor Corporation, Royal Enfield Motors India, Hero Honda

Motors, Yamaha Motor India, LML India and Monto Motors.



Many of two wheelers manufactured by these companies are exported to countries in South

East Asia, Africa and South America. Motorcycles are usually priced higher than that of the

scooters and mopeds.

They are even equipped with more features for faster travel. Based upon the engine

displacements and power capacity motorcycles are further classified as: road bikes, trail bikes,

racing bikes and touring bikes . Most of the motorcycles in India come with engine capacity

of about 100 cc to 250 cc.

The engine capacity of scooters usually vary between 100 cc to 150 cc. Mopeds have small

engine capacity ranging between 50cc to 100 cc. Most of the automobile companies in this

segment are always coming up with newer variants of different models of two wheelers.

To be in the long run these companies are even adding more number of features to these

vehicles. Bike models become popular when they are as good in appearance as in the

performance. Two wheeler bike models in India also get popular when they are in good price

range along with other attractive features

Two Wheeler Statistics

India is the second largest producer of two-wheelers in the world. In the last few years, the

Indian two-wheeler industry has seen spectacular growth. The country stands next to China

and Japan in terms of production and sales respectively .

Majority of Indians, especially the youngsters prefer motorbikes rather than cars. Capturing a

large share in the two-wheeler industry, bikes and scooters cover a major segment. Bikes are

considered to be the favorite among the youth generation, as they help in easy

commutation. Large varieties of two wheelers are available in the market, known for their

latest technology and enhanced mileage. Indian bikes, scooters and mopeds represent style

and class For both men and women in India.



Sales report of two wheelers February 2014

HERO MOTOCORP

Down by 3.63% on MoM basis and up YoY basis by 0.58% is the topic at Hero this month.

Marginal growth and decline at both ends does not shatter the largest two-wheeler

manufacturer. Hero continues to sell five million units and above every month since two

years. Hero also says they are launching updated versions of the Xtreme, Karizma, ZMR and

Pleasure in March which will help them boost sales. Yet again, this month is also something

to look forward too.

Honda

Scooters are the bloodline for Honda and there is no doubt about it. Impressive growth of

47% in scooters and 40% growth in motorcycles is what is being projected in figures. MoM

rise of 10.93% and YoY rise of 6% are surely healthy numbers for Honda. The only

manufacturer showing continuous growth for a long period of time.

BAJAJ AUTO

Rising by 4.63% on MoM basis by shipping 12,678 units over January seems a marginal

growth for the Chakan based manufacturer. Going down on 6% YoY basis% continues for

Bajaj for the third consecutive month. Consumers are waiting for new motorcycles and Bajaj

seems to be busy readying them. If everything falls in time, numbers could go higher than

expected. Launch/delivery timing seems to be the key for Bajaj Autos success in 2014.

TVS MOTORS

YoY increase of 7% and MoM increase of 5% are good signs for the folks at Hosur.

Motorcycles picking up pace because of tax benefits and scooters having a long waiting

period should keep the number tables happy for the next coming months. The promised

Scooty Zest launch seems to be delayed. Sure it was showcased but it has not been launched

which was supposed to happen in January 2014. Self made 250cc seems far away from

production and next year is the unveil of the BMW collaboration made motorcycles.



YAMAHA INDIA

Rise and shine from the manufacturer who comes from the land of the rising sun. Shipping

out 2771 units more then January, Yamaha displayed a growth of 6.96%. YoY increase of

32.5% is partly because of the new man in their company, the Alpha. Some amount of

scooters are dispatched and TEST RIDES have started. The R15 and FZ will get new

versions, powerful ones!

SUZUKI MOTORCYCLES

Its time people give money to Suzuki so that they can come to the stock market and then only

numbers will be released. Giving out numbers once a blue moon does not help us Suzuki.

Suzuki does have good products now, why wait till new volume products come out. Lets not

do it tomorrow, Lets do it today!

MAHINDRA TWO WHEELRS

Growing strong by 217% on YoY basis keeps Mahindra extremely proud of their new baby,

the Centuro. MoM sales are down by 6.32% though. Waiting periods are bound to increase

when you consider this fact. The new cut price variant, the N1 should help the ball rolling till

more commuter bikes come and increase demand for the manufacturer. 160cc motorcycle is

on the way which seems to be the right move as it will create a gap between the segments

where Mahindra would and should launch a 125cc bike. Till then, we all await the Mojo to

come.



Benefits of two wheelers

Two-wheelers are the most popular and highly sought out medium of transport in India. The

trend of owning two-wheelers is due to its-

Economical price

Safety

Fuel-efficient

Comfort level

However, few Indian bike enthusiasts prefer high performance imported bikes. Some of the

most popular high-speed bikes are Suzuki Hayabusa, Kawasaki Ninja,Yamaha r1, Honda cbr .

These super bikes are specially designed for those who have a zeal for speedy drive

.

Browse through the pages and catch all the details of high-performance two wheelers in India.

Know more about latest launches and happenings in two wheelers industry.

The automobile industry in general and two wheeler industry in particular has shown a

tremendous growth over the recent years. According to the Society of Indian automobile

Manufactures (SIAM) the industry has grown by 16% in the year 2003/2004.Two Wheeler

segment as a whole during the year 2004/05 grew by over 15%.This growth has been due to

the Government's initiative on rural roads and better connectivity with major towns and cities,

improved agricultural performance, upward trend of purchasing power in the hands of rural

people. The two wheeler industry was able to achieve the record

Performance of crossing 6 million two wheelers with exact sales standing at 6,208,860 during

the year 2004-05

Though the metal bodied geared scooters have fallen out of favour of the Indian two-wheeler

user their upward trend in growth has been due to rise in the sales of scooterettes and Motor

scooters.



Bajaj Auto has been able to sell 152,936 units in the year 2004/2005 of two wheelers which

don't include motorcycles. They have shown a negative trend in the two wheeler segment

other than the motorcycles. This goes on to show that Bajaj Auto has lost its supremacy in the

scooter and moped segment as they have shifted focus to motorcycles.

Bikes are a major segment of Indian two wheeler industry, the other two being scooters and

mopeds. Indian companies are among the largest two-wheeler manufacturers in the world.

Hero Honda and Bajaj Auto are two of the Indian companies that top the list of world

companies manufacturing two-wheelers.

The two-wheeler market was opened to foreign companies in the mid 1980s. The openness of

Indian market to foreign companies leads to the arrival of new models of two-wheelers into

India. Easy availability of loans from the banks, relatively low rate of interest and the discount

of prices offered by the dealers and manufacturers lead to the increasing demand for two-

wheeler vehicles in India. This lead to the strong growth of Indian automobile industry

...



Types of Two-wheelers in India:

There are mainly three types of two-wheelers available in India. They are Motorcycles,

Scooters and Scooterettes/Mopeds.

Company: Bajaj Auto Ltd

Bajaj Platina 100cc

Bajaj Platina 125 DTS-Si

Bajaj Discover 135 DTS-i

Bajaj XCD 125 DTS-Si

Bajaj XCD 135 DTS-Si

Bajaj Pulsar 135 DTSi




Bajaj Pulsar 220 DTS-Fi


Bajaj Avenger 220 DTS-i

Bajaj Pulsar NS 200

Company: HERO

Hero Ambition 133, Ambition 135

Hero Hunk

Hero Pleasure

Hero Achiever

Hero CD 100, CD 100 SS, CD Dawn, CD Deluxe, CD Deluxe (Self Start)

Hero Glamour, Glamour F.I

Hero Karizma, Karizma R, Karizma ZMR FI



Hero Passion, Passion+, Passion Pro

Hero Pleasure

Hero Sleek

Hero Splendor, Splendor+, Super Splendor, Splendor NXG,Splendor PRO

Hero CBZ, CBZ Star, CBZ Xtreme

Company: TVS MOTOR

TVS Apache RTR 160

TVS Apache RTR 180 ABS

TVS Centra

TVS Fiero

TVS Star City

TVS Victor

Company: Yamaha Motor India

Yamaha CruxS

Yamaha G5

Yamaha Gladiator

Yamaha FZ

Yamaha FZ-S

Yamaha YZF-R1

Yamaha YZF R 15

Yamaha YZF-R15 Ver 2.0

Yamaha YBR 125

Yamaha YBR 110

Yamaha FZ1

Yamaha MT01

Yamaha VMAX



Yamaha SS125

Yamaha SZ, SZ-X & SZ-R

Yamaha Fazer

Yamaha Ray

Yamaha R15



COMPANY PROFILE

About Yamaha Motor Pvt. Ltd.

Yamaha made its initial foray into India in 1985. Subsequently, it entered into a 50:50 joint

venture with the Escorts Group in 1996. However, in August 2001, Yamaha acquired its

remaining stake becoming a 100% subsidiary of Yamaha Motor Co., Ltd, Japan (YMC). In

2008, YMC entered into an agreement with Mitsui & Co., Ltd. to become a joint investor in

the motorcycle manufacturing company "India Yamaha Motor Private Limited (IYM)".

The year 2012 has been a grooming year for Indias Yamaha as it witnessed a brisk growth

due to the increased sale of its deluxe segment bikes, Yamaha FZ series as well as the

Yamaha SZ series. The company strengthened its position by clocking sales of 4,60,815 bikes

in 2012 as compared to 3,50,274 in 2011 thus showing a growth of 31.6% over last year. In

the month of December alone, the company sold 44,976 units this year vs. 34,839 units in

December 2011, thereby registering a growth of 29.1%. In domestic markets, the sales grew

25.3%, with 33,290 units in December 2012 vs. 26,567 units sold in the same month last year.

The export figures stood at 11,686 units in December 2012 while 8,272 motorcycles were

exported in December 2011, a growth of 41.3% .

Speaking on the results, Mr. Hiroyuki Suzuki, CEO & Managing Director, India Yamaha

Motor Pvt. Ltd., said, The year 2012 has indeed been an exceptional year for us as we were

able to maintain consistency in our overall growth and the results speak for themselves. Our

untiring efforts to rev up sales backed by innovative marketing strategies and an impeccable

product portfolio across segments have borne much fruit. Our efforts towards enhancing our

relationship with our esteemed customers through various initiatives like the Yamaha Safe

Riding Science, the R15 One Make Race Championships and the Sales & Service camps have

also been very rewarding. We are buoyant about the future and are looking forward to

replicate and further improve upon this achievement in 2012 as well.



The year 2011 also witnessed Yamaha re-establishing its firm footing in the premium segment

with the launch of the R15 Version 2.0. This model was an upgraded version of Yamahas

flagship R15 launched in 2008. Yamaha has been in constant endeavor to increase its foothold

across all segments in the Indian market. To maintain its growing trend, the company plans to

expand its production capacity to 1 million units next year. Along with this, the company is

also planning to invest in product development and network expansion.

IYM operates from its state-of-the-art-manufacturing units at Surajpur in Uttar Pradesh &

Faridabad in Haryana and produces motorcycles both for domestic & export markets. With a

strong workforce of more than 2,000 employees, IYM is highly customer-driven and has a

countrywide network of over 400 dealers. Presently, its product portfolio includes VMAX

(1,679cc), MT01 (1,670cc), YZF-R1 (998cc), FZ1 (998cc), Fazer (153cc), FZ-S (153cc), FZ

(153cc), SZ, SZ-X & SZ-R (153cc), YZF-R15 Ver 2.0 (150cc), SS125 (123cc), YBR 125

(123cc), YBR 110 (106cc) and Crux (106cc)

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

We are committed to:

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

Customer #1

We put customers first in everything we do. We take decisions keeping the customer in mind.

Challenging Spirit

We strive for excellence in everything we do and in the quality of goods & services we

provide. We work hard to achieve what we commit & achieve results faster than our

competitors and we never give up.

Team-work

We work cohesively with our colleagues as a multi-cultural team built on trust, respect,

understanding & mutual co-operation. Everyone's contribution is equally important for our

success.

Frank & Fair Organization

We are honest, sincere, open minded, fair & transparent in our dealings. We actively listen to

others and participate in healthy & frank discussions to achieve the organization's goals.



FOUNDING HISTORY

Paving the Road to Yamaha Motor Corporation

"I want to carry out trial manufacture of motorcycle engines." It was from these words spoken

by Genichi Kawakami (Yamaha Motor's first president) in 1953, that today's Yamaha Motor

Company was born.

"If you're going to do something, be the best."

Genichi Kawakami

Genichi Kawakami was the first son of Kaichi Kawakami, the third-generation president of

Nippon Gakki (musical instruments and electronics; presently Yamaha Corporation). Genichi

studied and graduated from Takachiho Higher Commercial School in March of 1934. In July

of 1937, he was the second Kawakami to join the Nippon Gakki Company. He quickly rose to

positions of manager of the company's Tenryu Factory Company (musical instruments) and

then Senior General Manager, before assuming the position of fourth-generation President in

1950 at the young age of 38.

In 1953, Genichi was looking for a way to make use of idle machining equipment that had

previously been used to make aircraft propellers. Looking back on the founding of Yamaha

Motor Company, Genichi had this to say "While the company was performing well and had

some financial leeway, I felt the need to look for our next area of business. So, I did some

research."



He explored producing many products, including sewing machines, auto parts, scooters, three-

wheeled utility vehicles, and motorcycles. Market and competitive factors led him to focus on

the motorcycle market. Genichi actually visited the United States many times during this

period.

When asked about this decision, he said, "I had my research division chief and other

managers visit leading motorcycle factories around the country. They came back and told me

there was still plenty of opportunity, even if we were entering the market late. I didn't want to

be completely unprepared in this unfamiliar business so we toured to German factories before

setting out to build our first 125cc bike. I joined in this tour around Europe during which my

chief engineers learned how to build motorbikes. We did as much research as possible to

insure that we could build a bike as good as any out there. Once we had that confidence, we

started going."

"If you are going to make it, make it the very best there is." With these words as their motto,

the development team poured all their energies into building the first prototype, and ten

months later in August of 1954 the first model was complete. It was the Yamaha YA-1. The

bike was powered by an air-cooled, 2-stroke, single cylinder 125cc engine. Once finished, it

was put through an unprecedented 10,000 km endurance test to ensure that its quality was top-

class. This was destined to be the first crystallization of what have now become a long

tradition of Yamaha creativity and an inexhaustible spirit of challenge.



The first Yamaha motorcycle... the YA-1.

Then, in January of 1955 the Hamakita Factory of Nippon Gakki was built and production

began on the YA-1. With confidence in the new direction that Genichi was taking, Yamaha

Motor Co. Ltd. was founded on July 1, 1955. Staffed by 274 enthusiastic employees, the new

motorcycle manufacturer built about 200 units per month.

That same year, Yamaha entered its new YA-1 in the two biggest race events in Japan. They

were the 3rd Mt. Fuji Ascent Race and the 1st Asama Highlands Race. In these debut races

Yamaha won the 125cc class and the following year the YA-1 won again in both the light and

Ultra-light classes of the Asama Highlands Race.

By 1956, a second model was ready for production. This was the YC1, a 175cc single

cylinder two-stroke. In 1957 Yamaha began production of its first 250cc, two-stroke twin, the

YD1.

Based on Genichi's firm belief that a product isn't a product until it can hold it's own around

the world, in 1958 Yamaha became the first Japanese maker to venture into the international

race arena. The result was an impressive 6th place in the Catalina Grand Prix race in the USA.

News of this achievement won immediate recognition for the high level of Yamaha

technology not only in Japan but among American race fans, as well. This was only the start,

however.



The first Yamaha to compete in America (1957).

Yamaha took quick action using the momentum gained in the USA and began marketing their

motorcycles through an independent distributor in California. In 1958, Cooper Motors began

selling the YD-1 250 and the MF-1 (50cc, two-stroke, single cylinder, step through street

bike). Then in 1960, Yamaha International Corporation began selling motorcycles in the USA

through dealers.

With the overseas experiences under his belt, in 1960, Genichi then turned his attention to the

Marine industry and the production of the first Yamaha boats and outboard motors. This was

the beginning of an aggressive expansion into new fields utilizing the new engines and FRP

(fiberglass reinforced plastic) technologies. The first watercraft model was the CAT-21,

followed by the RUN-13 and the P-7 123cc outboard motor.

In 1963, Yamaha demonstrated its focus on cutting-edge, technological innovations by

developing the Auto lube System. This landmark solution was a separate oil injection system

for two-stroke models, eliminating the inconvenience of pre-mixing fuel and oil.

Yamaha was building a strong reputation as a superior manufacturer which was reflected in

its first project carried out in the new Iwata, Japan Plant, built in 1966. (The YMC

headquarters was moved to Iwata in 1972.) Toyota and Yamaha teamed up to produce the

highly regarded Toyota 2000 GT sports car. This very limited edition vehicle, still admired

for its performance and craftsmanship, created a sensation among enthusiast in Japan and

abroad.



Genichi said, "I believe that the most important thing when building a product is to always

keep in mind the standpoint of the people who will use it." An example of the commitment to

"walking in the customers' shoes" was the move in 1966 by Yamaha to continue its

expansion. Overseas motorcycle manufacturing was established in Thailand and Mexico. In

1968, the globalization continued with Brazil and the Netherlands. With manufacturing bases,

distributors and R&D operations in a market, Yamaha could be involved in grassroots efforts

to build products that truly met the needs of each market by respecting and valuing the

distinct national sensibilities and customs of each country. Yamaha continues that tradition,

today.

By the late 1960s, Yamaha had quality products that had proven themselves in the global

marketplace based on superior performance and innovation. Distribution and product diversity

were on the right track. But Genichi knew that beyond quality, success would demand more.

He had this view on the power of original ideas. "In the future, a company's future will hinge

on ideas over and above quality. Products that have no character, nothing unique about them,

will not sell no matter how well made or affordable and that would spell doom for any

company."

He also knew that forward vision, walking hand in hand with original ideas, would create an

opportunity for the company and its customers that could mean years of happiness and

memorable experiences. Genichi said, "In the business world today, so many people are

obsessed with figures. They become fixated on the numbers of the minute and without them

are too afraid to do any real work. But in fact, every situation is in flux from moment to

moment, developing with a natural flow. Unless one reads that flow, it is impossible to start

out in a new field of business. A real-world illustration of this belief is the Yamaha DT-1.

The world's first true off-road motorcycle debuted in 1968 to create an entirely new genre we

know today as trail bikes. The DT-1 made a huge impact on motorcycling in the USA because

it was truly dirt worthy. Yamaha definitely "read the flow" when it produced the 250cc, single

cylinder, 2-stroke, Endure that put Yamaha On/Off-Road motorcycles on the map in the USA.

The DT-1 exemplified the power of original ideas, forward vision, and quick action coupled

with keeping in mind the customers' desires.



In years to come Yamaha continued to grow (and continues to this day). Diversity increased

with the addition of products including snowmobiles, race kart engines, generators, scooters,

ATV's, personal watercraft and more .

Genichi Kawakami set the stage for Yamaha Motor Company's success with his vision and

philosophies. Total honesty towards the customer and making products that hold their own

enables the company that serves people in thirty-three countries, to provide an improved

lifestyle through exceptional quality, high performance products.

Genichi Kawakami's history with Yamaha was long and rich. He saw the new corporate

headquarters in Cypress, California and the 25th Anniversary of Yamaha becomes a reality in

1980. He also watched bike #20 million roll off the assembly line in 1982. Genichi passed

away on May 25, 2002 yet his vision lives on through the people and products of Yamaha,

throughout the world.



Organization chart



Manufacturing facilities

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 its parts for the

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

agile Manufacturing Processes. We 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. The IS0-

14001 certification is on the anvil - early next year. All our endeavors give us reason to

believe that sustainable development for Yamaha will not remain merely an idea in pipeline.

We believe in taking care of not only Your Motoring Needs but also the needs of Future

Generations to come.



Overview

Company Name : Yamaha Motor Co., Ltd.

Founded : July 1, 1955

Capital : 85,703 million yen (as of December 31, 2013

President : Hiroyuki Yanagi

Employees : (Consolidated)

53,382 (as of December 31, 2013)

Parent :10,245(as of December 31,2013)

Sales : (Consolidated)

1,410,472 million yen

(from January 1, 2013 to December 31, 2013)

Parent : 536,966 million yen

(from January 1, 2013 to December 31, 2013)



Sales Profile

Sales (%) by product category (consolidated)

Sales (%) by region (consolidated)

Lines of Businesses

Manufacture and sales of motorcycles, scooters, electrically power assisted bicycles, boats,

sail boats, personal watercrafts, pools, utility boats, fishing boats, outboard motors, 4-wheel

ATVs, Recreational Off-highway Vehicle, racing kart engines, golf cars, multi-purpose

engines, generators, water pumps, snowmobiles, small-sized snow throwers, automobile

engines, surface mounters, intelligent machinery, industrial-use unmanned helicopters,

electrical power units for wheelchairs, helmets. Import and sales of various types of products,

development of tourist businesses and management of leisure, recreational facilities and

related services.

Headquarters : 2500 Shingai, Iwata-shi, Shizuoka-ken, Japan

Group Companies : Consolidated subsidiaries: 109

Non-consolidated subsidiaries: 4 (by the equity method)

Affiliates: 26 (by the equity method)

(as of December 31, 2013)



Dealers

Our Brand Image speaks for itself. Complementing the Marketing team is our vast and strong

Dealer network - the backbone of our vital marketing operations.

Recent initiatives have been launched by Yamaha in the field of business-to-business as well

as business-to-consumer cooperation with Dealers. The new showrooms based on YAMAHA

VISUAL IDENTITY are one of the many steps in this direction.

Our dealer network works on the "3S" fundamentals of -SALES SERVICE and SPARE

PARTS under one roof. With a strongly dedicated team of Sales and Service engineers, IYM

targets the fulfillment of customer's needs. Every single customer matters to us. Together the

3S operate in tandem to serve our customer and forge an everlasting bond with them.

CUSTOMER SATISFACTION- is our motto and we remain steadfast in our commitment to

our valued customers...Offering Nothing But the Very BEST to Them.

Exports

IYM is an active player in the exports market. Currently, we export motorcycles to 50

countries including Argentina, Mexico, Philippines, Bangladesh, Sri Lanka, Columbia,

Dominican Republic, Nigeria and lvory Coast. The export Product line boasts of RX 100,

Crux, YD 125, Enticer and Libero.

To consolidate our position in the exports arena, we are rapidly expanding our presence in

Asia, Africa, Central and South America.

Strengthening our reputation as an export base for YMC global operations, we are bright and

optimistic about our emergence as a top-notch bike exporter of India.



SWOT ANALYSIS

Strength

1. Excellent branding, advertising and global distribution

2. Yamaha Motor Corporation has over 39,000 employees

3. One of the major brand in motorsport like MotoGP, World superbike etc

4. Yamaha produces scooters from 50 to 500 cc, and a range of motorcycles

from 50 to 1,900 cc, including cruiser, sport touring, sport, dual-sport, and off-

road

5.Extremely high Size and reach of company

Opportunity

1.Two-wheeler segment is one of the most growing industries

2.Export of bikes is limited i.e. untapped international markets

Weakness

1. Bikes like R15, R1 are quite expensive

Threats

1. Strong competition from Indian as well as international brands

2. Dependence on government policies and rising fuel prices

3. Better public transport will affect two-wheeler sales



AWARDS & RECOGNISATIONS

International BoatBuilders Exhibition and Conference (IBEX) Innovation Award

Winner F200 In-Line Four and V MAX SHO 150 2013

Marine Customer Satisfaction Index (CSI) Award 2013




Motor Boating Magazine "Best of the Year Award V MAX SHO 2010

International Boat Builders Exhibition and Conference (IBEX) Innovation Award

Winner V MAX SHO 2010

Field & Streams Best of the Best Award V MAX SHO 2010

Variant of the Year Bike YZF-R15 by Car India & Bike India Awards 2012

Two-Wheeler Manufacturer of the Year- YAMAHA Motors by NDTV Car & Bike

Awards 2012

Motorcycle of the Year Above 150cc (SZ-R) by Bike India Awards.



ZigWheels CBU Superbike of the Year 2011 - Yamaha VMAX

Zigwheels- Bike of the Year Award Yamaha FZ-16

NDTV CAR & BIKE AWARDS Import two wheeler of the year 2011 Yamaha YZF-R1

Business Standard Motoring Bike of the Year 2011 Award Yamaha FZ-16

UTVi/Autocar, Bike of the Year 2011 Award Yamaha FZ-16

UTVi & Autocar India Awards 2009 the Viewers Choice award Yamaha FZ-16

IMOTY Indian Motorcycle of the Year 2009 Yamaha YZF-R15

IMOTY Performance Bike of the Year 2009 Yamaha YZF-R15



DATA ANALYSIS AND INTERPRETATION.

1. OCCUPATION OF CONSUMERS

Table 1. Showing the responses of the consumers of their occupation

Particulars Response Percentage

Student 40 40%

Employee 34 34%

Business 24 24%

Others 2 2%

Total 100 100%

Analysis:

The above table shows that 40% students are who uses Yamaha bikes. Next categories are

employees who form almost 34% of total respondents. 24% of respondents are the customers

who own a business and at least are the others of different occupation who form the remaining

4%.



.

Graph 1. Showing the responses of the consumers of their occupation.

Interpretation:

From the above graph we can analyse that maximum number of Yamaha two wheeler users

are students.

40%

34%

24%

4%0 0 0 0

0%5%

10%15%20%25%30%35%40%45%

student employee business others



2. AGE GROUP

Table 2. Age Group of the consumers


18-25 50 50%

25-35 30 30%

35-50 10 20%

50 and Above 0 0%

Total 100 100%

Analysis :

From the above table it shows that 50% of total respondents are in the age Group of 18-25.

30% are the respondents who are in the age group of 25-35 and the remaining are in the age

group of 35-50 who form 20% of the respondents, who use two wheelers.



Graph 2. Showing the Age Group of the consumers

Interpretation:

From the above graph we can analyse that below the age group of 25 years are maximum

users.

0%5%

10%15%20%25%30%35%40%45%50%

18-25 25-35 35-50 50 and above

50%

30%20%

0%



3. INCOME GROUP.

TABLE 3. Showing the responses of the consumers, to which income group they belong to.


15000 36 36%

30000 38 38%

50000 20 20%

Above 100000 6 6%

Total 100 100%

Analysis:

The above table shows that the most of the respondents belong to the income group of 15000

and 30000 approximately and form 36% and 38% of total respondent. The remaining are in

the income level of 50000 and above 100000, which forms 20% and 6% of respondent. This

shows the middle class consumers who purchase more two wheelers.



Graph 3. Showing the responses of the consumers, to which income group they belong to.

Interpretation:

from the above graph we can anayse that the maximum number of the sample size units are

getting average income.

0

0.2

0.4

0.6

0.8

1

1.2

0%

5%

10%

15%

20%

25%

30%

35%

40%

15000 30000 50000 above 100000

East



5. WHICH BRAND OF TWO WHEELER ARE YOU AWARE OF?

TABLE 4. Showing the responses of the consumers about which brand they are aware of.


Yamaha 30 30%

Hero 40 40%

Bajaj 20 20%

Others 10 10%

Total 100 100%

Analysis:

The above table shows that 30% of the respondents are aware of the brand Yamaha in the

market; others are the Hero, Bajaj and others which form 40%,20%,10% percent of the total

respondents.

This shows that the Yamaha has average brand image across the people



Graph 4. Showing the responses of the consumers about which brand they are aware of.

Interpretation:

From the above graph we can analyse that hero is the brand which is been known to

maximum number of the public.

0%

5%

10%

15%

20%

25%

30%

35%

40%

Yamaha Hero Bajaj Others

30%

40%

20%

10%


East Point C

Documents

Project Yamaha chethan