Motorbike Analysis

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    CONSUMER PREFERENCE AND MARKETING STRATEGIES OF VARIOUS PLAYERS

    (125CC) IN INDIA

    PRESENTED BY : Amulya Pokhrel Anil Jain Ashish PuniaParshantRajesh SinghSatyanaryan Somani

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    OBJECTIVESy Understanding of marketing strategies of various players of Motorbike

    industry under aegis of marketing concepty Comparative analyis of performance of major player of motorbike industry y Consumer preferences/trends towards 125 cc segment

    ROLE VIS--VIS FAILURE OF MARKETING STRATEGY & MARKETINGRESEARCH

    y WHY/HOW

    YAHAMA HAS LOST ITS EMINENCE

    HERO HONDA ABLE TO RETAIN ITS POSITION

    HOW BAJAJ HAS TURN THE TABLE

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    M ETHODOLOGYy PRIMARY DATA

    QUESTIONAIRE

    INDUSTRY VISIT

    y SECON DARY DATA

    NEWSPAPER & MAGAZINES

    JOURNALS

    SIAM DATA

    INTERNET

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    QU ESTI NNAREA survey was conducted among 100 respondents around Delhi to elicit their responses on which the results and findings have taken shape in this project.

    The data collection methodology used is both a combination of primary andsecondary.

    The secondary data, about the 5 different bikes and their 5 companies, iscollected from the internet , newspaper , magazines and companies web sites.

    The primary data collection was done using a questionnaire method.

    The research methodology has taken into consideration the following factorsto find out the preferences among customers among the 5 brands :

    -Gender, age, location,etc and to segment the market as per thevaried consumer groups.

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    I TE P ET IO OF OU SU VEY

    21%7%

    24%32%

    7% 9%

    BAJAJ XCD DTS-SI 125CC

    TVS FLAME

    HONDA CBFSTUNNER Fi

    HERO HONDA SPLENDOR-NXG

    AMAHA GLADIATOR SS

    OTHERS 0

    5

    10

    15

    20

    25

    30

    35

    40

    Mileage Design Power Price service

    3236

    14 117

    Brand recall is highest for Hero HondaNXZ and is the second highest forHonda Stunner.

    Most People give highest weight ageto design or mileage while choosinga bike .A high percentage of peoplealso consider power to be the most

    important to be the most importantfactors while making a choice

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    I TE P ET TIO OF OU SU VEY

    0

    10

    20

    30

    40

    50

    60

    Strongly Agree

    Agree Can't Say Disagree Strongly Disagree

    11

    56

    2111 7 0

    5

    10

    15

    20

    25

    3035

    40

    45

    50

    Strongly Agree

    Agree Can'tSay

    Disagree Strongly Disagree

    9

    50

    6

    30

    5

    A high percentage of the people agree thatMileage is more important than Power.

    50 people believe in availability of servicestation as important factor.

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    Successive set involved in Consumer D ecision Mak ing: Ba sed

    on Our Survey:

    Total Set Awareness Set Consideration Set Choice Set Deci sion

    Splendor NXGGladiator Bajaj XCD

    Stunner Flame

    Splendor NXGBajaj XCD

    Honda-Stunner

    Splendor NXGBajaj XCD

    Hero HondaSplendor

    NXG

    ?

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    I TE P ET TIO OF SU VEY

    INTERPRETATI O N:- The following developments are desiredby the people who were surveyed :

    y Pick up of the bike should be more.y The company can go for better design.y Mileage should be increased.y Seating comfort should be more.y Price should be lowered.

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    LIM IT TIO S OF THE ESE CH M ETHODOLOGY

    y Research work was carried out in Delhi/NCR. The finding may not be applicable to the other parts of the country because of social and cultural differences.

    y The sample size was only 100.

    y Population taken young and educated

    y The sample was collected by using convenience and randomsampling techniques. As such result may not give an exact

    representation of the population.

    y The views of the people may be biased therefore it may notreflect true picture.

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    Market Capitalization of various player y HERO HONDA

    y

    BAJAJ

    y YAMAHA

    y

    TVS

    y HONDA

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    BIKE SHOWROOM PRICE (RS.)

    Splendor NXZ 43,545

    Bajaj XCD 44,000

    Yamaha Gladiator 52.520

    TVS Flamer 48,990

    Honda 67,430

    COMPANYFEATURES

    HERO HONDASPLENDOR

    NXZ

    BAJAJ XCD-125cc YAMAHAGLADIATOR

    TYPE Commuter Commuter Commuter

    TOP SPEED 97 mph 90 mph

    WEIGHT 107 g 113 g 128 g

    GEARS 4 speed 4 speed 5 speed

    FUEL TANK CAPACITY

    10.3 ltrs 8.0 ltrs 13 ltrs

    FUEL GAUGE Analog Digital Analog

    ENGINE Air Cooled , 4 stro e,SOHC

    Air Cooled Air Cooled 5 stro eSOHC, 2-volve

    FUELCONSUMPTION(CITY)

    65 60 -

    PRICE(Rs.) 43,545 44,000 52,500

    PRICE COMPARISION OF VARIOUS BIKE PAYERS

    .

    VARIOUS FEATURES OF MAJOR THREE BIKE PLAYERS

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    Hero Honda

    HERO HONDA

    TransformationalAppeals

    Brand Theme AD Tagline

    Competing onGlobal basis

    Brand S trength

    PositioningBrand Valuation

    Brand Reinforcement

    Brand Revitalization

    Megamarketing

    How Hero Honda able to retain its position ?

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    B J J

    Bajaj Tw -w M arket(Penetrated M arket)Lo w Price

    Channalised

    Distribution

    T argetM arket

    T argettores Bajaj Pro - biking

    Platina,XCD

    trong DealersNet w ork

    Lo w ering the qualificationsfor potential buyers.

    H o w BAJAJ abletoregainitsmarket?

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    Y MA H Ay WH Y YAMA H A H A S L OS T IT S E MI NENCE?

    y C H ALL ENGES A H E AD

    F O - O G D G

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    CO CLUSIO S & ECO M OD ATIOHero Honday Middle income classy Economical Pricey Regular Use use e.g. commutingYamahay Sporty Look y Pick Up

    Honday DesignBajajy Cheap and Economical

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    TH ANK YOU

    QU ERIES ??