By:

Mukhtaar Abbas (08-MBA-30)

Faisal Khan (08-MBA-10)

Salahuddin Hasan (08-MBA-45)

Syed Fahad Ahmed (08-MBA-56)

Sadiyah Ozair (08-MBA-44)

By:

Mukhtaar Abbas (08-MBA-30)

Faisal Khan (08-MBA-10)

Salahuddin Hasan (08-MBA-45)

Syed Fahad Ahmed (08-MBA-56)

Sadiyah Ozair (08-MBA-44)

India is the second largest market of two-wheeler in the world.

Sales of motor cycle in India is likely to touch the 10 million mark by 2010.

The two wheeler segment has witnessed the highest growth rate of over 32%.

Estimated to follow the same trend in the future, says our new research report, “Indian Automobile Sector - A Booming Market".

Growing working population,Increased access to credit and lower interest loansIncreased consumer embrace of financial productsUpward migration of household income levelsFast paced urbanization to rise from 28% to 40% by

2020Middle class expanding by 30 - 40 million every year

YEAR 2006(In units) 2007(in units)Produced 7608697 8444168

Sold 7052391 7857548

(Source: Society of Indian Automobile Manufacturers (SIAM)

CDP Model:A road map of consumer’s mind that marketers and managers can use to help guide product mix, communication and sales strategies. Seven stages process

Divestment

Divestment

ConsumptionConsumption

We’ve classified the industry in four different price ranges.Less than Rs 40000Rs 40000- 55000Rs 55000- 70000Rs 70000+

Need Recognition

Need Recognition

Hike in faresTime FactorTraffic jam

Hike in faresTime FactorTraffic jam

parents,

siblings,

financial

condition.

•Comparison of different products.•Experiences of current users and experts.•Print and electronic media

•Comparison of different products.•Experiences of current users and experts.•Print and electronic media

Search was based on two ways: 1. Internal search (Memory) 2. External Search

External Search: 1. Non-marketer Dominated Stimuli:-

1) Personal sources:(family and friends), 2) Reviews in publications

2. Marketer Dominated Stimuli:- commercial sources: (auto magazines, promos)

Public Sources: (newspaper, tv ads, internet).

Survey Result for Evaluation of alternatives:

1. What attribute will you prefer first in a bike of priced less than 40k Rs.?A) Mileage B) Capacity C) Features D) Resale Value E) Looks

Stage 3. Pre-Purchase Evaluation of Alternatives

2. What attribute will you prefer first in a bike of priced at 40k-55k Rs.?A)Mileage B) Capacity C) Features D) Resale Value E) Looks

3. What attribute will you prefer first in a bike of priced at 55k-70k Rs.?A)Mileage B) Capacity C) Features D) Resale Value E) Looks

4. What attribute will you prefer first in a bike of priced at 70k-100k Rs.?A) Mileage B) Capacity C) Features D) Resale Value E) Looks

1.For price range less than 40k rs.:

Bikes Mileage(kmpl)

Bajaj- platina 109

Hero Honda- Cd-dawn 65

Hero Honda- Cd-deluxe 70

TVS- Star 102

Yamaha Alba (Spoke) 75

Yamaha Crux 80

2. For price range 40k-55k Rs.: Bikes available in this range areBAJAJ HONDA•Discover 100 Shine(Spoke and Alloy)•XCD 135 Stunner (disc alloy or drum alloy)•XCD 125

HERO HONDA TVS•Passion plus Flame SR 125•Passion pro Star city•Super Splendor•Splendor NXG•Glamour

YAMAHA•Alba alloy•G5 (Spoke and alloy)•Gladiator(JA and DX)

Look is the main attribute in this category and is varies from individual to individual.

3. Price Range of 55k-70k:

Bikes Capacity (in CC)

Bajaj- Discover 135 DTS-I

135

Bajaj pulsar DTS-I 150 and 180

Bajaj Avenger DTS-I 200

Hero Honda CBZ-extreme 150

Hero Honda Hunk 150Hero Honda Achiever 150

Hero Honda Glamour FI 125

Honda CBF Stunner 125

Honda Unicorn 150TVS Apache RTR 150 and 180

Yamaha FZ-16 153

4.For price range 70k-100k Rs.:Bikes Capacity(in CC)

Yamaha YZF R-15 150Yamaha FZ-S 150

Yamaha FZS Fazer 153Hero Honda Karizma R 223Hero Honda Karizma

ZMR225

Bajaj Pulsar 200 and 220

Stage 4. purchase

Search for nearest dealer

Visit to different nearest dealers as Sarita Vihar, Okhla Phase II.

Sarita vihar Okhla phase II

Impressive sales person Incompetent sales staff

Customer centric Mismanaged

Responded well Response time was more

Offering Offerings

Seat cover Seat cover

Helmet lock Helmet lock

1 yr warranty 1 yr warranty

1 yr extended warranty in 400 rs

No extended warranty

Consumer decides when, where, how purchase should take place.

Selected Sarita Vihar dealer

Sales person took me to the inventory

Choose the color of the bike

Test drive

Billing formalities

Purchase.

Whether I made a right decision or not.

Whether my rating to different attribute will be justified or not.

Whether I have chosen the right attributes for the purchase of the bike or not.

Stage 6. Post-Consumption Evaluation

Satisfaction Dissatisfaction

Mileage achieved as considered while giving rating

Mileage not achieved

Match my life style and attitude

Don’t matches

Paid price justified Not justified

Resale value upto expectations Resale value not matched with the expectations.

Stage 7. Divestment

after using 2-3 years, feels to upgrade,

Sell it off , or

Pass to younger one(if any)

Stage 7. Divestment

after using 2-3 years, feels to upgrade,

Sell it off , or

Pass to younger one(if any)

• Perception can be defined as how each person recognizes, selects, organizes and interprets the stimuli. It is based on each person’s own needs, values and expectations.

• Right positioning by Bikes company in India has helped them in making and sustaining a good image in the mind of the consumer.

• Positioning of different bikes in the same category can only be differentiated if PoD’s are effectively communicated out.

• Hero Honda: • Excellence in quality is the core value.• Hero Honda is committed to safety and health.• In Protecting the environmental balance, by optimizing

the resource utilization.

• Honda:• Honda is dedicated to supplying products of the highest

quality.• At a reasonable price.• For worldwide customer satisfaction.

Bajaj:• Bajaj strictly follows a TPM policy as “THE PRIME

MOVER-TOWARDS EXCELLENCE”• Customer focused.• Committed for continual improvement of Safety,

occupational Health, and Environmental (SHE) policy.

TVS:• Committed to total quality.• Customer driven.• At the cutting edge.

Yamaha:• Customer first• Challenging spirit• Frank and fair org.

• Bajaj: The company, over the last decade has successfully changed its image from a scooter manufacturer to a two wheeler manufacturer, product range ranging from Scooters to Motorcycle.

• With the introduction of the Pulsar, Bajaj were able to have taken the market by storm since their launch in Nov'01, it can easily be classified as Rugged ,Daring Spirited, Imaginative and Up-to-date.

Bajaj New Logo: Bajaj Auto unveiled the new corporate identity on the 15th of January at the Auto Expo 2004, New Delhi.

•Award winning Pulsar twins• The revolutionary Digital Twin Spark Ignition (DTSi) technology.

The Identity has a fresh new Blue colour. This Blue represents stability and strength of Bajaj. Blue also represents high technology and precision engineering.

• An environmentally and socially, aware company.• Excellence in quality is the core value of Hero Honda's

philosophy.

• Its unique Hero Honda Passport Program, one of the largest programs of this kind in the world, has over 3 million members on its roster.

• Its widely used slogan “DESH KI DHADKAN” was very popular.

• In 2008, it became the World No. 1 for the 8th year in a row

• Unlike HH and TVS, Yamaha is projecting itself as a truly sports bike maker in India. With the successful launch of Yamaha FZ and YZR15, it has created a buzz among the Indian youth. Thus, offering more sophisticated bikes to its customers.

Perceived Quality: SpeedBike Torque RPM CC

Yamaha FZS 13.6 nm @6000rpm 153cc

Apache RTR 160 13.4 nm @6000rpm 159cc

Honda Unicorn 13.1 nm @5500rpm 147cc

CBZ Xtreme 12.8 nm @6500rpm 150cc

Pulsar 150 12.7 nm @6500rpm 149cc

Top Speed

132kmph

120kmph

105kmph

110kmph

115kmph

Best 150cc bike in India - Speed and Mileage combination

Bike Mileage Speed

Bajaj Pulsar. 62Kmpl 55Kmph to 65Kmph

Unicorn 60Kmpl 55Kmph to 65Kmph

Apache RTR 160 48Kmpl 50Kmph to 60Kmph.

CBZ Xtreme 46Kmpl 55Kmph to 70Kmph

Yamaha FZ-S 43Kmpl 50Kmph to 60Kmph.

• Bajaj Pulsar - 62Kmpl - 113Kmph

• Apache RTR160 - 48Kmpl - 120Kmph

• Honda Unicorn - 60Kmpl - 105Kmph

• Yamaha FZ-S - 43Kmpl - 125Kmph• Hero Honda CBZ Xtreme - 46Kmpl - 110Kmph

For bike purchase of price less than 40k Rs.Manifest Motives Consumption behavior Latent motives

bike ads\bajaj platina.mpg

For bike purchase of price 40k-55k Rs.

Manifest Motives Consumption behavior Latent motives

bike ads\hero honda passion pro.mpg

bike ads\TVS Apache.mpg

bike ads\pulsar-mania.mpg

Attitude in context to purchasing a bike would include the bike, brand, service,

product use to increase life of bike ,price , retailer and past experiences

1)Attitude towards the object( Ao) :2)Attitude towards the behavior ( Ab):

1)Attitude towards the object( Ao) :awareness to the product

its versatile, convenient uses.

2)Attitude towards the behavior ( Ab):performance based

past experiences

 Bajaj, Hero Honda Cd dawn, Hero Honda-Cd delux, TVS-Star, Yamaha Alba (Spoke) and Crux are high on ( Ao) for an middle class.and preferred bike range isupto 40 K.

Where as Yamaha YZF R-15 , Yamaha FZ-S , Yamaha FZS Fazer , Hero Honda Karizma R , Hero Honda Karizma

ZMR , Bajaj Pulsar are low on ( Ao)for the same class

Tri-component attitude model:

The 3 main components areas follows.

Conation

Affective

Cognition

Nature of emotion Purchase decisionDesire for money

Vanity

Fear

Pride

Fashion

Possession

Purchase when price falls

To be admired by others

Insurance Policy

Premium Product

To imitate urban lifestyle

Purchase antiques

• Also insurance policies and loans and other coverage are taken up by various strata of society depending on the importance to them.

• Fact remains, as the price increases for bikes its mileage decreases.

• Money lovers only buy when the price falls due to introduction of newer models.

THANK YOU