Shivu Honda Shine

CHAPTER NO.

TITLE PAGE NO.

1 Introduction 2 Research design 3. Company profile 4 Product profile 5 Theoretical background6 Data analysis and interpretation 7 Findings 8 Suggestions 9 SWOT analysis10 Conclusion11 Appendix

Questionnaire Bibliography

LIST OF CONTENTS

INTRODUCTION

2 T.S.S.B.B.M.COLLEGE (B.R.B.COLLEGE CAMPUS),RAICHUR.

Consumer’s satisfaction

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INTRODUCTION Honda Motor Company, Ltd. Honda Technology Research

Institute Company, Honda is a Japanese multinational corporation

primarily known as a manufacturer of automobiles and motorcycles.

Honda is the world's largest manufacturer of motorcycles as well as

the world's largest manufacturer of internal combustion engines

measured by volume, producing more than14 million internal

combustion engines each year.

Honda surpassed. N is an in 2001 to become the second-

largest Japanese automobile manufacture As of August 2008, Honda

surpassed Chrysler as the fourth largest automobile manufacturer in

the United States.

Honda is the sixth largest automobile manufacturer in the

world. Honda was the first Japanese automobile manufacturer to

release a dedicated luxury brand. Aside from their core automobile

and motorcycle businesses, Honda also manufactures garden

equipment, marine engines, personal watercraft and power generators,

amongst others. Since 1986, Honda has been involved with artificial

intelligence/robotics research and released their AS IM O robot in



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2000. They have also ventured into aerospace with the establishment

of GE Honda Aero Engines in 2004 and the Honda HA-420 Honda

scheduled to be released in 2011. Honda spends about 5% of its

revenues into R&D

History From a young age, Honda's founder, Soichiro Honda had a

great interest in automobiles. He worked as a mechanic at a Japanese

tuning shop, Art Shokai, where he tuned cars and entered them in

races. A self-taught engineer, he later worked on a piston design

which he hoped to sell to Toyota.

The first drafts of his design were rejected, and Soichiro

worked painstakingly to perfect the design, even going back to school

and pawning his wife's jewellery for collateral.

Eventually, he won a contract with Toyota and built a factory

to construct pistons for them, which was destroyed in an earthquake.

Due to a gas shortage during World War II, Honda was unable to use

his car, and his novel idea of attaching a small engine to his bicycle

attracted much curiosity. He then established the Honda Technical



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Research Institute in H amamats u, Japan, to develop and produce

small2-cycle motorbike engines.

Calling upon 18,000 bicycle shop owners across Japan to take

part in revitalizing a nation torn apart by war, Soichiro received

enough capital to engineer his first motorcycle, the Honda Cub. This

marked the beginning of Honda Motor Company, who would grow a

short time later to be the world's largest manufacturer of motorcycles

by 1964.

The first production automobile from Honda was theT360 mini

pick-up truck Powered by a small 356 cc straight-4 gasoline engine, it

was classified under the cheaper Kei car tax bracket. The first

production car from Honda was the S500s ports car. Its chain driven



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rear wheels point to Honda's motorcycle origins.

RESEARCH DESIGN



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RESEARCH DESIGN



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OBJECTIVES OF STUDY

To study the profile of the organization

To understand the concept of marketing analysis

To analyze the marketing strategies of the organization

and evaluate the financial health of the company.

To know the brand image of the company.

To know their distribution channel of the organization.

To study the marketing mix of the organization.

SCOPE OF THE STUDY

As the subject “Marketing Mix of Honda It helped me to

acquire the information about marketing mix of more

stress is given on marketing mix and their products.

Honda It is important to remember that how



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This project relates with what specifically marketing mix is,

what its elements are and how they coincide to produce a

comprehensive, cohesive and effective sales strategy.

Honda product is perceived by the customers is

dependent on the target market.

All the elements of the marketing mix(Product, Price,

Promotion, Physical distribution) should be developed

according to who the target market is?,

what their needs are? and

how the Honda wants its product to be perceived?



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METHODOLOGY OF THE STUDY

Research as a process involves defining and redefining

problems, hypothesis formulation organizing and evaluating data,

deriving deductions, inferences and conclusions etc, after careful

testing. Data constitutes the subject matter of analysis.

The relevance, adequacy and reliability of data determine the

quality of the study. They are the basic input for constricting

measurement scales. The entire scientific process of measurement,

analysis, testing and inferences depends upon the availability of

relevant and accurate data. For this Project I have collect Data in Two

Ways:-

a) Primary Data



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Personal interaction with company dealers and the customers of the brand.

b)Secondary DataCollection information from the internet.

Collection of information on history of company and

its products through the web site.

COMPANY PROFILE



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COMPANY PROFILE

HMSI Honda motors and scooters factory is spread over

52 acres, with a covered area of about 85,815 square meters at

Manesar, Gurgaon district of Haryana. The foundation stone for

the factory was laid on 14th December 1999 .



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The factory was completed in January 2001. The initial

installed capacity was 100,000 scooters per year, which has

reached 6,00,000 scooters by the year by 2007 and motorcycle

capacity shall be 4,00,000 per annum.

The total investment outlay for the initial capacity was Rs.

215 crores and now the accumulated investment is 800 crores.

total investment outlay for the initial capacity was Rs. 215

crores and now the accumulated investment is 800 crores.

Tokyo-based Honda Motors manufactures automobiles

and motorcycles as well as lawn mowers and snow blowers,

outboard motors and portable generators.

The company employs 131,600 people and reported

revenues of $78.2 billion in 2004.Honda makes more compact,

fuel-efficient personal vehicles than most others in the car

industry. Japanese car companies are leaps and bounds ahead

of American companies in increasing fuel efficiency, and Honda

further proved this by scoring a 62 out of 100 (second only to 14

T.S.S.B.B.M.COLLEGE (B.R.B.COLLEGE CAMPUS),RAICHUR.


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Toyota) in a 2006 CERES report on corporate response to

climate change.

While this is good news for consumers and the planet,

environmental groups argue that the company is not going far

enough to curb carbon emissions.

In 2005, Honda took part in efforts to prevent stricter

greenhouse gas legislation from taking shape in California, and

the company is still a target of the Rainforest Action Network's

campaign to achieve an average fleet fuel efficiency of 50 miles

per gallon by 2010.

Honda's fleet currently averages only 25.1 miles per gallon.

Honda needs to think bigger and act more aggressively to



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really curb greenhouse gas emissions and counter the global

warming trend.

Honda shine the product of honda motorcycle & scooter

india (hmsi), belongs to the 125cc segment. it is equipped with

125 cc four-stroke, air-cooled and single-cylinder engine which

is known as optimax , which can deliver 10.3 bhp @ 7500 rpm,

the ergo-tech for the ergonomics seats which can make you

feel very comfortable while riding even for long hours. and the

most important thing given for its amazing features is its engine

which can maintain optimum input for maximum output.

Its dashboard has enough light even for night time visibility.

It has all basic features, like speedometer and ODO meter on

the left and fuel gauge with on the right side three oval shaped

indicators- high beam, signal and neutral.

Technology: The Honda Shine comes with advanced

technologies, some of which are multi mapping CDI, tumble

flow combustion chamber, two-way air jacket and pulse



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exhaust system, ERGO-TECH.

Main attraction: Honda Shine has grooving gears, you

can speed up and slow down the bike whenever you want very

rapidly. It has super acceleration from 0 to 60kmph in about 5

seconds. Its tyres are made of TUFFUP tube which saves it

from the possibilities of getting punctured.

Looks: Honda Shine is available in sizzling colors like:Metallic Purple

Metallic Gray

Metallic Blue

Black and Grey with Stripes

Black and Blue with Stripes



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SPECIFICATIONS OF HONDA SHINEEngine Type : 4 Stroke, OHC Single Cylinder

Displacement : 124.6 cc

Net Power : 10.3 BHP @ 7500 rpm (7.68 KW)

Torque : 10.9 Nm @ 5500 rpm

Transmission : Constant Mesh, 4 Speed Gear

Ignition : Digital CDI (Multi-Mapping)20



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Starting : Kick, power starter

Front Brake Type : 130 mm Drum, 240 mm Disc

Acceleration : (0-60 kmph) 5.3 seconds

Rear Tyre : 2.75 – 18 48P (6PR) Rear Suspension : 3 Step Spring Loaded Hydraulic

Shock Absorber

The Marketing Mix

The Concept of the Marketing Mix. Borden began using

the term in his teaching in the late 1940's after James Culliton

had described the marketing manager as a "mixer of

ingredients". The ingredients in Borden's marketing mix

included product planning, pricing, branding, distribution

channels, personal selling, advertising, promotions, packaging,

display, servicing, physical handling. Marketing mix is the

division of groups to make a particular product, by pricing,

product, branding, place, and quality. Although some Day1

marketers have added other P's, such as personnel, packaging



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and physical evidence, the fundamentals of marketing typically

identifies the four P's of the marketing mix as referring to:

1. Product2. Place3. Target Market4. Price5. Promotion

1.Product

Product is a thing process utility. For many a product

is simply the tangible, physical entity that they may be

buying or selling.

The product is the physical product or service offered

to the consumer. In the case of physical products, it also 22



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refers to any services or conveniences that are part of the

offering.

Product decisions include aspects such as function,

appearance, packaging, service, warranty, etc The

Product Life Cycle (PLC) is based upon the biological life

cycle. For example, a seed is planted (introduction); it

begins to sprout (growth); it shoots out leaves and puts

down roots as it becomes an adult (maturity); after a long

period as an adult the plant begins to shrink and die out

(decline).

The Customer Life Cycle (CLC) has obvious

similarities with the Product Life Cycle (PLC). However,

CLC focuses upon the creation of and delivery of lifetime

value to the customer i.e. looks at the products or services

that customers NEED throughout their lives.

2.Price

New development



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Advertisement and sales promotion

Product image

Trade margin

Return on investment

Profit margin

Sales volume

The price is the amount a customer pays for the product. It

is determined by a number of factors including market

share, competition, material costs, product identity and the

customer's perceived value of the product.

The business may increase or decrease the price of

product if other stores have the same product. Pricing

decisions should take into account profit margins and the

probable pricing response of competitors.

Pricing includes not only the list price, but also discounts,

financing, and other options such as leasing. Price is also

calculated on the basis of the Demand and Supply for the

Product. Price is influenced by following factors:



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3.Promotion

Distribution vehicle

Duration of promotion

Condition for participation

Size of the incentive

Sales force The various factors affecting promotion mix

Public relation

Direct Marketing

Advertising

Sales promotion



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Promotion Mix (Meaning)

– Promotion is the persuasive communication about

the product by the offerer to the prospects. It covers

advertising, personal selling, sales promotion,

publicity, public relation, exhibition and demonstration

used in promotion. Largely it deals with non-price

competition The different elements of promotion mix

are as follows:

– Timing of promotion

4.Physical Distribution

Physical Distribution (Meaning) - Physical Distribution is to

deliver the right goods to the right customer at the right time

and place. Physical Distribution means the process of



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delivering the product to the user or consumer promptly, safely

and in time.

Physical Distribution involves planning, action and control of the

Physical flows of raw materials and finished products from the

points of origin to the points of consumption to meet the

customer’s needs. Distribution planning and accounting, in

bound transport, receiving, inventory management, these in-

plant are the warehousing, customers service, communication

– Management science

– Sales generating power

– Scope of Marketing

– inventory management Importance of Physical

Distribution

– Warehousing

– Transportation

– components of Physical Distribution.



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PRODUCT PROFILE



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PRODUCT PROFILE29



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“Honda claims the new Shine will deliver 65kpl in city conditions.”

Codenamed MC2, Honda Motorcycle and

Scooters India’s (HMSI) second bike for

India, the Shine, is the latest entrant into a

packed 125cc segment.

The Shine, which will hit shelves within April 2006, is a

significant bike for Honda, for it’s evident that given some time

the 125cc segment holds enough potential to grow into the

largest motorcycling segment in the market.

Our first impression of the Shine as it emerged through

confetti and fireworks at the launch can be summed into two

words—cautious and conservative.

Whether that is disappointing or not is for you to decide,

as Honda obviously feels this is what a majority of the Indian

buyers want.



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The new Honda comes in twin-colour codes with a

tidy front fairing that harks of bigger bro Unicorn’s beak.

Compared to the Unicorn, the Shine has instruments that are

boring, though the bike does well for itself with neat switches. A

hefty and cleverly chiselled fuel tank comes with well-designed

knee recesses and a familiar filler-cap in chrome.

Accommodating 11litres of juice, this tank blends into

boomerang-shaped side panels that lead backwards into a

smooth brake-warning lamp.

The Shine’s grab rail is straightforward and non-alloy.

Lending relief lower down is a shiny chrome silencer heat

shield. While the Shine will not immediately offer an electric

start option, HMSI has announced this will form part of its

package in July.

The bike’s four-stroke, air-cooled and single-

cylinder engine has been termed ‘Optimax’ by the 31



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marketing brains, and is broadly a scaled down version of the

Unicorn power plant. Power output is 10.3bhp at 7500rpm, a

full bhp lower than its direct competitor—Bajaj’s Discover. One

can expect the near vertically mounted 124.6cc Shine engine to

offer refinement typical of Honda, although we must reserve

any further comment till we actually test it. A CV type

carburettor performs mixing duties on this bike, and breathes

into the cylinder via a purposely long and thin induction

manifold—that’s for faster air-fuel intake velocity and

subsequently better volumetric efficiency.

The Shine’s rubber-damped alloy-cylinder is built to permit

beneficial tumble-flow character, which allows burning of a

leaner mix. As on the Unicorn, there’s an offset crankshaft to

minimise piston and cylinder friction, while the cylinder head is

cast with twin-air channels that aid prompt cooling.

Roller bearings are incorporated on the rocker fingers of

this engine, while a multi-map CDI system factors throttle angle



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into delivery of the best spark intervals. A clever feature on the

Shine is Honda using a specifically lightened drive-chain to help

transfer final-drive rights to the rear-rim.

The heel-and-toe shift operated gearbox is four-speed and

shifts all-up. Brawny power delivery low in the power band is a

much-needed feature on Indian roads, and Honda says it has

got that covered. At the same time, their R & D team has been

on the ball and has used slightly taller gearing allowing the bike

to hold higher velocity at lower engine speeds to stay as fuel-

efficient as possible. Claimed mileage from the factory is a

sensible 65kpl.

A single downtube frame skeleton

holds the Shine together, and bolts its

engine on as a stressed member. At front

there are telescopic forks for suspension,

while the rear curiously does not deploy a cutting-edge



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monoshock as found on the Unicorn.

Honda has decided in favour of boring hydraulic twin-

shocks, spoke-equipped rims and an outdated

tubular swingarm for the Shine. Puncture resistant 2.75 x 18

inch tyres are the norm front and rear. The seating position is

visibly upright and commuter-friendly, with a seat that does look

broad and feel well-padded to touch.

The Shine sells with a front disc brake and comes in

red, blue, purple, grey or an attractive black paint scheme.

The Shine enters its segment priced significantly higher than

the class-leading Bajaj Discover—in spite of that bike offering

further value for money with twin-plug technology, a box section

swing arm and alloy rims all as standard fare.

Will the intensely value-conscious customer still prefer the

wing badge on his tank? We’ll Sherlock that mystery for you in

just a while.



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Fact filePrice : Rs 46,885/49,030 (ex-showroom Pune)

On sale : April 2006

L/W/H : 2015/730/1070mm

Wheelbase : 1265mm

Ground clearance : 175mm

Fuel tank capacity : 11litres

Kerb weight : 118kg

Power :10.3bhp at 7500rpm

Torque : 1.1kgm at 5500rpm

Specific output : 82.6bhp per litre

Power to weight : 87.2bhp per tonne

Gearbox : 4-Speed, 4-up

Front suspension : Telescopic forks36



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Rear suspension : Double sided swing arm

Front brake : 240mm disc/ 130mm drum

Rear brake : 130mm drum

Wheel : Wire spoke

Size : (front/rear) 1.6 x 18/ 1.6 x 18inches

Tyre size : (f/r) 2.75 x 18/ 2.75 x 18 inches Engine : Single-cylinder, air-cooled, four-stroke,

124.6cc

Honda Shine Details



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Type : Air Cooled, OHC, 4 Stroke

Engine: 124.6 CC

Gear Box: Constant Mesh, 4SpeedGear

Maximum Power:

10.3 BHP @ 7500 rpm (7.68KW)

Dimensions:(LxWxH)

2015 x 730 x 1070 mm

Ground Clearence:

175 mm

Dimensions & WeightsOverall Length 2015 mmOverall Width 730 mmOverall Height 1070 mmWheel Base 1265 mmGround Clearance 175 mmKerb Weight --Fuel Tank Capacity 11 literReserve 1.3 literSeat Height --



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Saddle Height --Max Payload --ElectricalsBattery 12 - 12.5 AH Head Lamp Mui Reflector 12 V / 35 WTail / Stop Lamp

--

Side Indicator Lamp

--

Horn --System --



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PerformanceMaximum Speed --TransmissionGear box Constant Mesh 4 SpeedGearClutch --Tyres & WheelsFront 2.75 - 18 42PRear 2.75 - 18 48P

Chassis & BodyFrame TypeEngineType Air Cooled OHC 4 Stroke

No of Cylinders

Single Cylinder

Displacement

124.6cc

Max Power 10.3 BHP @ 7500 rpm Max Torque 1.1 -m @ 5500 rpm Bore x Stroke

--

Ignition Digital CDI Carburettor CV TypeMax Speed 100



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Compression Ratio

--

Final Drive --Air Cleaner --

SuspensionsFront Suspension Telescopic ForkRear Suspension 3 Step Spring Loaded

Hydraulic Shock Absorber

BrakesFront Brakes 240 Disc / 130 DrumRear Brakes 130 Drum

I am really in love with Honda’s cute starter segment bike, the

Honda Shine. With 125cc engine, I feel that this bike does a

very good job in giving you comfort, mileage and descent looks.

Here’s a review of the various aspects of Honda Shine.



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Styling: The looks of the bike is not sporty like the Glamour,

the competitor from Hero Honda. But I feel that the bike has a

different focus than the latter. The bike has been designed for

the ‘office commuter’ in mind who needs plain and neat looks. If

you are a college student, choose to buy the honda shine which

has the same 125cc engine but a sporty and trendy outfit.



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Performance: Many users have told me that the bike vibrates

when it is taken above 60 km/hr. But one has to remember that

this is a 125cc bike and not a 150cc one. But at low speeds, the

acceleration is fantastic. The bike gives a mileage of more than

50kmpl for sure but it can give higher number if you maintain

the right air pressure in the tires and get your bike serviced

regularly.



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The bike has very good handling, the ergonomic seats

make it very comfortable for all day riding. Gearing is a

noticeable feature in Shine. A owner of Honda Shine says –

Gearing is very user friendly. Frequent gear shifting is not

required. You can ride at quite low speeds without down

shifting. For example: if I am going in 4th gear and I approach

a speed breaker, I have been able to slow down to around

20kmph, cross the speed breaker and then accelerate again all 44



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the while remaining in 4th gear. Wow! That makes city riding

more comfortable.

The dashboard has the basic features built into it. Speedometer

and ODO meter on the left and fuel gauge with three indicators

(high beam, signal, and neutral) on the right. The indicator

lights look cute in oval shape, don’t you think so? And they are

bright enough so that it is visible even in broad day light.



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Verdict: Honda Shine sets itself apart from other bikes in

125cc segment. You know why? It is a original Honda make.

Honda is known for high quality of parts, durability and pride of

ownership. Overall this is a good bike which I would

recommend to my uncle, but not my friend!

Honda Shine 125cc Specifications:

Engine Type: 4 St, Air Cooled OHC Single Cylinder

Displacement: 124.6 cc

Net Power: 10.3 BHP @ 7500 rpm (7.68 KW)

Torque: 1.1 Kg-m @ 5500 rpm (10.9 Nm)

Rear Suspension: 3 Step Spring Loaded Hydraulic Shock

Absorber

Transmission: Constant Mesh, 4 Speed Gear

Front Brake Type: 240mm Disc / 130mm Drum

Acceleration (0-60 kmph): 5.3 Sec.

Rear Tyre: 2.75 – 18 48P(6PR)



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Great looks-great performance has been incorporated

perfectly in Honda Shine. Built on a light but advanced diamond

frame with double suspension, this 125 cc bike makes your

traveling experience smooth and jerk free. Considering the right

body stance while driving, Honda Shine takes lead with its Ergo

Tec body designing giving more decent looks to the bike.

The all new good looking Honda Shine is packed with

cutting edge technological inputs and catchy features. Honda

Shine is teamed up with revolutionary 125 cc four-stroke, air-

cooled and single-cylinder engine named as OPTIMAX that

delivers a classic 10.3 BHP @ 7500 rpm. Shine from Honda

Motors claims to achieve the speed of 0-60 K.M. within 5

seconds with a mileage of 65 Kmpl.



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The Honda Shine 125 cc is also packed with host

of advanced technologies like tumble flow combustion

chamber, multi mapping CDI, two-way air jacket and pulse

exhaust system. Honda Shine has been designed on the

ERGO-TEC technology for true riding comfort perfect body

posture.

Striking Features

The Optimax engine, 02 way air jacket and CV carburetor

makes the Shine an automatic 2 wheeler as it reduces the

usage of clutch.

New Aero dynamic design for enjoyable riding.

Multi mapping CDI with throttle sensor for proper ignition.

Tumble flow combustion chamber for better fuel

efficiency..



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Intense tail lamp, aerodynamic front cowl and fuel tank

knee grip gives Shine decent and stylish looks..

Ergo Tec design, strong & flexible diamond frame with

three step hydraulic double suspension for true riding

comfort.

Tyres fitted with TUFFUP tube that reduces the puncture

possibilities.

Roller rocker arm for better power output

ColoursThe 125 cc Honda Shine is available in 05 sizzling colors :

Wild Purple Metallic

Geny Gray Metallic 49



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Vibrant Blue Metallic

Black with Grey Stripes

Black with Blue Stripes

Price

Model Variants Ex-showroom Price (Rs.)

Shine Kick-Drum-Spoke 40,746

Shine Self-Disc-Alloy 47,906

Shine Self-Drum-Alloy 45,839

Technical Specifications

Dimensions & Weight

Wheelbase (mm) 1265

Length (mm) 2015



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Width (mm) 730

Height (mm) 1070

Ground Clearance

(mm)175

Weight (kgs) 122

Engine

Model DesignationAir Cooled, 4 Stroke OHC Single

Cylinder

Starting Self Start/Kick Start

Transmission Constant Mesh, 4 speed gears

Displacement (cc) 124.6

Gear Shift Pattern All Up

Carburetor CV Type

Suspension

Front Telescopic Fork

Rear3 Step Spring Loaded Hydraulic Shock

Absorber.



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Brakes

Front Disc/Drum Type (240/130 mm)

Rear 130 mm Drim

Tyres

Front 2.75 X 18" 42 P

Rear 2.75 X 18" 48 P

Fuel Tank (Litre) 11 (1.3 Litre reserve)

Performance

Max. Horsepower

(ps/rpm)7.68 KW(10.3 bhp) @ 7,500 RPM

Max. Torque (kg

m/rpm) 10.9 NM @ 5,500 RPM

Accelaration 0-60

KMPH5.3 sec.

Mileage 65 Kmpl

THEORETICAL BACKGROUND



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THEORETICAL BACKGROUND Marketing concept concerns with “Identifying and

satisfying the needs and wants of consumers by providing a

market offering to fulfill those needs and wants through

exchange processes, profitably”. Some important points of

marketing –

1. Consumers of goods or services may be individuals or

organizations, or other groups, for example voters supporting a

political candidate.

2. The term ‘market offering’ is used deliberately as this can

mean a physical good, or a service, or a combination of the 54



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two, or it can be extended to cover other entities to which the

marketing concept may be applied, for example political figures

and ideas, ‘pop’ music and charitable causes.

3. The idea that an organization will seek to fulfill consumer

needs profitably is not restricted to financially profitable goals

as not all organizations aim to make profits as such, for

example non – profit making concerns such as medical and

educational institutions, or groups such as the scouts

organizations, may adopt marketing principals, but their end

objective may be counted in ways other than cash profit.



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DATA ANALYSIS AND INTERPRETATION



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DATA ANALYSIS AND INTERPRETATION57



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INTRODUCTION

Meaning:The act of interpreting; explanation of what is obscure; translation; version; construction; as, the interpretation of a foreign language, of a dream, or of an enigma. The sense given by an interpreter; exposition or explanation given; meaning; as, commentators give various interpretations of the same passage of Scripture. The power or explaining. An artist's way of expressing his thought or embodying his conception of nature. The act or process of applying general principles or formulae to the explanation of the results obtained in special cases.



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AGE

GROUPS OF RESPONDENTS



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Particulars No.of respondents percentage

22-30 22 44%

30-40 12 24%

40-50 11 22%

50&above 05 10%

Total 50 100%

INTERPRETATION:

It is obvious from the table respondents who is in the age group of 22-30 years have more preferred the Honda shine when compared to other groups the second place goes to the respondent whose age group is in between 30-40and either percentage is 24.

Two wheelers monthly sales in India



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Colours of the bike in Honda shine



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Indian domestic vehicle sales(2010-2011)



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FINDINGS

FINDINGS



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SUMMARY OF FINDINGS

1.In the age group of respondents we come across 44% of respondents or from the group of 22-30 and most of them are from the student group.

2. In the influencing factor of the buying the vehicle 40% of the respondents are influenced by the comfort .

3. Around 56% of the respondents say that mileage range of the vehicle is around 50-6-kms per litre.

4.Nearly 90% of the respondents saying the vehicle is suitable on road condition and climate and cost of maintenance per month is medium.

5.Around 56% are in the opinion that the price of the vehicle is considered to be economic and majority of the respondents are aware of the other vehicles in the Honda shine.

6.In the resale value Honda shine it is found that nearly 80% of the respondents agree for the resale value of the Honda shine.



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7.Around 66% of the respondents are highly satisfactory after sales and services from the dealer and 60%say the style of the vehicle is well and good.

SUGGESTIONS



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SUGGESTIONS

Since there is an increase in the demands for Honda shine in market I hereby suggested that



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Postioning : good positioning of Honda shine is to be done to the target group to increase sale of volume and market share.

Massive advertisement : in order to promote sale of vehicle the company should undertake massive advertisement through different medias as there is a cut throat competition from the rivals in the market advertisement is must.

Sales service: I suggest that Honda shine should promise excellent sales service to the customer which will plus point to the company brand image.

Mileage range :the mileage given by the Honda shine medium compared to others two wheelers therefore I suggest that the company should increase the mileage of the vehicle by adopting the latest technology in order to increase the sales volume.



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SWOT ANALYSIS



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SWOT Analysis

S=Strengths

W=weaknesses

O=opportunities

T=threats

1.Strengths wide variety of models and variants

strong distribution network

strong technological support from R&D centre

low cost attractive entry level models

good high end fun racing models



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major players in the automatic gear scooter segment

cost effective models in all segment

Brand good will

2. Weaknesses

Market stagnation

High competition from different brands

Only few commuter attracted models

Very late delivery

Low production capacity

Varied model compatibility

3.Opportunities



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Tremendous demand of two-wheelers in the market

Varied customer tastes

Lack of competition in scooter market

Stringent pollution norms

Rise in buying power of youth and women

Crazy for run racing bikes

100% FDI allowance in automobile industry

4.Threats

Decrease in the buying of scooters

Entry of new brands in the market

High Stringent pollution norms



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Dynamic technology implementation in automobile sector

CONCLUSION



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CONCLUSION76



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Honda is positioning itself in the Indian market for different

segments targeting as trendy youth bikes ,racing ,fashionable and

mainly as common man commodity bikes by introducing different

models and variants.

To cope up with the marketing competition it depends on

different marketing communications to reach and attract the masses. So

far it had managed but the way of multi positioning requires quit

rigorous marketing strategies with smart marketing communication for

different positioning markets of Honda Two Wheelers in order to

succeed. Thus it can be concluded that

Honda Unicorn and Stunner is catching the eyes of the youths.

Active is the most preferred moped.

It can also be concluded as these dealers have Authorized

Sales Points under them for the area allotted to them. Having a single

intermediate for each district involves less cost. Shine is preferred by

working class of the society.

Style wise Stunner ranks after Karizma of Hero Honda Activa

is best preferred by women.



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QUSTIONNAIRE



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QUSTIONNAIRE

Dear Sir/ Madam



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I am very happy to introduce my self as Mr, SHIVARAJ B.B.M Final Year Student of T.S.S.B.B.M.College, Raichur.undergoing project title ‘’Customer satisfaction towards Honda shine’’ at Raichur as a part of my curriculum activity i would like to have response,which will be kept confidential and used for required purpose.

I kindly request to spare your valuable time to go through

and fill the questionnaires

Name :

Occupation :

Phone / Mobile :

Email ID :

Address :

1) Monthly household income



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10000- 20000 [ ]

20000-30000 [ ]

30000-40000 [ ]

40000 and above [ ]

2) Which colour model do you own presently?

Candy Blazing Red [ ]

Black with Blue Stripes [ ]

Excellent Blue Metallic [ ]

Vibrant Green Metallic [ ]

Cloud Silver Metallic [ ]

3) When did you purchase your bike?

1 year back [ ]

2 year back [ ]

3 year back [ ]



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4 year back and above [ ]

4) What information sources did you use before purchasing your

Glamour?

Newspapers [ ]

Magazines [ ]

Internet [ ]

Auto Show [ ]

Friends [ ]

Other Sources Please Mention [ ]

5)What do you think about your vehicle?

Costly [ ]

Reasonable [ ]



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Value for money [ ]

6) Do you think the price of the Glamour is affordable and reasonable?

Yes [ ]

No [ ]

7) How is the performance of your vehicle?

Excellent [ ]

Good [ ]

Satisfactory [ ]

Bad [ ]

8) How is the maintenance cost of your vehicle?

High [ ]

Reasonable [ ]



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Low [ ]

9) What is your opinion about the availability of spare parts for your

Glamour?

Satisfactory [ ]

Un satisfactory [ ]

10) How often did you get your unicorn serviced?

Every 3 months [ ]

Every 6 months [ ]

Every 9 months [ ]

No fixed schedule [ ]

11) For servicing your unicorn do you go to?

Dealer [ ]



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Honda authorized service centers [ ]

Unauthorized workshops [ ]

All [ ]

12) How satisfied are you with the after sales service of your Glamour?

Very satisfied [ ]

Satisfied [ ]

Dissatisfied [ ]

Very dissatisfied [ ]

13) Would you like to buy a Glamour again?

Yes [ ]

No [ ]

14) Would you influence others to purchase a Glamour?



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Yes [ ]

No [ ]

BIBLIOGRAPHY



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BIBLIOGRAPHY

To prepare this project report help was taken from various books mentioned below:



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Reference:

1."Move Over, Volvo: Honda Sets New Safety Standard for

Itself", an article in the "News" section of the March, 2004

issue of Motor Trend,

2.2004 Annual Corporate Report

3.The story of Honda's entry and growth in the American

market is documented in Terry Sanders' film The Japan

Project: Made in Japan. Honda

INTERNET SOURCES



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4.Honda's Corporate History

5.Honda Motorcycles at the Open Directory Project

6.Honda Worldwide site

7.Honda Press Library

8. http://en.wikipedia.org/wik

9.www.hondashine.com

10.www.gaadi.com



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http://en.wikipedia.org/wik



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Documents

Shivu Honda Shine