Project Report of Hero Honda
Transcript of Project Report of Hero Honda
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CONSUMER ATTITUDE TOWARDS PROMOTIONALSTRATEGY OF HERO MOTOR CORP
PROJECT REPORT
Submitted by
S.SUBASH NARMADESHVER
REGISTER NO: 3511010712
UNDER THE GUIDANCE OF
Mr.M.DANIEL RAJKUMAR
(Asst. Professor)
Faculty, Department Of Management Studies
In partial fulfillment for the award of the degree
Of
MASTER OF BUSINESS ADMINISTRATION
DEPARTMENT OF MANAGEMENT STUDIES
SRMSCHOOL OF MANAGEMENT
SRMUNIVERSITY
KATTANKULATHUR 603 203
MAY 2012
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BONAFIDE CERTIFICATE
This to certify that the project work entitled CONSUMER ATTITUDE
TOWARDS PROMOTIONAL STRATEGY OF HERO TWO WHEELER in IYYAPANMOTORS private ltd is a bonafide work done by S.SUBASH NARMADESHVER
[REGISTER NO: 3511010712]in partial fulfillment of the requirement for the award of Master
of Business Administration, is a record of the original research work done under the supervision
and guidance of Mr.M.DANIEL RAJKUMAR(Asst. Professor),SRM School of Management,
SRM University, Chennai during the academic year 2010 2012.
Submitted for Viva-Voce Examination held on_________
-------------------------------- -----------------------------
Mr.M.DANIEL RAJKUMAR DR.JAYSHREE SURESH
(Asst. Professor) (Dean, MBA)
(Project Guide)
------------------------------------External Examiner
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DECLARATION
I hereby declare that the project report entitled CONSUMER
ATTITUDE TOWARDS PROMOTIONAL STRATEGY OF HERO TWO WHEELER
Submitted to SRM School of Management in partial fulfillment of the requirement for the award
of the Degree of Master of Business Administration, is a record of the original research work
done under the supervision and guidance of Mr.M.DanielRajkumar,(Asst. Professor) , SRM
School of Management, SRM University, Chennai and that it has not formed the basis for the
award of any degree / associate ship / fellowship of other similar title to any candidate of any
university.
Place: Kattankulathur (S.SUBASHARMAESHVER)
Date: 3511010712
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ACKNOWLEDGEMENT
My training period had been a great learning experience and it wouldnt have been
without the support of various people, who helped me to accomplish my project successfully. I
express my sincere thanks to all those who had guided me in one or the other way.
I express my deposit and sincere thanks to our respected Dean Dr. (Mrs.) Jayashree
Suresh B.A., M.B.A., Ph.D. who has given me an opportunity to do this project.
My profound gratitude is also due to Mr.M.DANIEL RAJKUMAR(Asst.Professor)
faculty guide for their valuable guidance and constant encouragement successful completion of
this project.
I express my heartfelt thanks to Mr. S.GUNASEKAR ,Sales Manager of Iyyapan
Motors Pvt. Ltd, kulithalai , for giving me the permission and arranged for the needful help
and enabling me to undertake project in their esteemed and reputed organization.
Last but not least I submit my thanks to my parents, family members and friends for
providing me their support on my work.
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TABLE OF CONTENTS
LIST OF TABLES
LIST OF CHARTS
CHAPTER TITLE PAGE NO.
1 INTRODUCTION 1
2 INDUSTRY PROFILE 6
3 REVIEW OF LITERATURE 16
4 COMPANY PROFILE 29
5 METHODOLOGY 34
6 DATA ANALYSIS AND INTERPRETATION 37
7 FINDINGS,SUGGESTION AND CONCLUSION 84
8 ANNEXURE 87
9 BIBLIOGRAPHY 90
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LIST OF TABLES
TABLE NO TITLE PAGE NO.
1. Distribution of respondents based on age group 37
2. Distribution of respondents based on Monthly Income 39
3. Distribution of respondents based on the factors considered
in purchase of Hero Motor Cycle
41
4. Distribution of respondents based on gifts received from
Hero Motors
43
5. Distribution of the respondents based on the media
(Television) influenced to purchase Hero Two Wheelers
45
6. Distribution of the respondents based on the media
(Internet) influenced to purchase Hero Two Wheelers
47
7. Distribution of the respondents based on the media
(Newspaper) influenced to purchase Hero Two Wheelers
49
8. Distribution of the respondents based on the media
(Hoardings) influenced to purchase Hero Two Wheelers
51
9. Distribution of respondents based on advertisement of
Hero Motors in different media
53
10. Distribution of respondents based on different media of
advertising impressed
55
11. Distribution of respondents based on the factors of
advertisement in media (Television) impressed
57
12. Distribution of respondents based on the factors of 59
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advertisement in media (Newspaper) impressed
13. Distribution of respondents based on the factors of
advertisement in media (Handouts) impressed
61
14. Distribution of respondents based on the factors of
advertisement in media (Internet) impressed
63
15. Distribution of respondents based on the factors of
advertisement in media (Hoardings) impressed
65
16. Distribution of respondents based on reaction after
watching advertisement of Hero Motors
67
17. Distribution of respondents based on opinion towards
advertisement of Hero Motors
69
18. Distribution of respondents based on celebrities to promote
Hero Motors
71
19 Distribution of respondents based on ratings about
advertisement of Hero Motors
73
20 Distribution of respondents based on influence of sales
promotion to purchase
75
21 Distribution of respondents based on the advertisement
they prefer
77
22 Distribution of respondents based on expectations from the
sales promotion of Hero Motors
79
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LIST OF CHARTS
CHART NO TITLE PAGE NO.
1. Distribution of respondents based on age group 38
2. Distribution of respondents based on Monthly Income 40
3. Distribution of respondents based on the factors considered
in purchase of Hero Motor Cycle
42
4. Distribution of respondents based on gifts received from
Hero Motors
44
5. Distribution of the respondents based on the media
(Television) influenced to purchase Hero Two Wheelers
46
6. Distribution of the respondents based on the media
(Internet) influenced to purchase Hero Two Wheelers
48
7. Distribution of the respondents based on the media
(Newspaper) influenced to purchase Hero Two Wheelers
50
8. Distribution of the respondents based on the media
(Hoardings) influenced to purchase Hero Two Wheelers
52
9. Distribution of respondents based on advertisement of
Hero Motors in different media
54
10. Distribution of respondents based on different media of
advertising impressed
56
11. Distribution of respondents based on the factors of
advertisement in media (Television) impressed
58
12. Distribution of respondents based on the factors of 60
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advertisement in media (Newspaper) impressed
13. Distribution of respondents based on the factors of
advertisement in media (Handouts) impressed
62
14. Distribution of respondents based on the factors of
advertisement in media (Internet) impressed
64
15. Distribution of respondents based on the factors of
advertisement in media (Hoardings) impressed
66
16. Distribution of respondents based on reaction after
watching advertisement of Hero Motors
68
17. Distribution of respondents based on opinion towards
advertisement of Hero Motors
70
18. Distribution of respondents based on celebrities to promote
Hero Motors
72
19 Distribution of respondents based on ratings about
advertisement of Hero Motors
74
20 Distribution of respondents based on influence of sales
promotion to purchase
76
21 Distribution of respondents based on the advertisement
they prefer
78
22 Distribution of respondents based on expectations from the
sales promotion of Hero Motors
80
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CHAPTER I
INTRODUCTION
1.1
INTRODUCTION
TO
THESTUDY
In todays intenselycompetitiveenvironment,companies todayareconstantly looking
for ways to attract customers by having a better understanding of changing customer
preferences. The Indian twowheeler industry is experiencing a major shift in its shape and
structure.Theestablishedplayers inthe industryaretakingahard lookattheirpromotionof
productsandare in theprocessofreshuffling them tomeet theattractionofcustomers.The
beneficiaryisofcoursetheconsumer,whohaveincreasedarrayofbrandstochooseproducts.
The last fourfiveyearshavebroughtaboutagreatchange in theconsumerattitude for two
wheelers. The market leaders of yesteryears are being driven to maintain their leadership
position intheforthcomingyears.Thosewhohavehadagreatgoing inthe lastfewyearsare
fighting hard to retain their new supremacy. The twowheeler industry is perhaps the most
happening place in terms of new models launched, upgraded products and innovative
marketing techniques. Today the Indian twowheeler market is highly competitive with
numerous players who offer anything and everything a consumer demands and that too at
affordableprice.Fromasellersmarketwhereonehadtowaitforascooterfor12yearstothe
dayswhenyoucanjustwalkintoanyshowroomanddriveoutinthevehicleofyourchoice,the
marketoftwowheelersinIndiahascomealongway.
ThestoryoftwowheelersinIndiaisagoodcasestudyofhowfortuneschangeovernight.Two
wheelersinIndiawerehardlypopularandHerowastheonlyplayer,whichhadcarvedaniche
formotorcycles.Earliermarketwassmallandlimitedwhilescootersruledtheroostbuttoday,
itisoneofthebiggestsuccessstories.
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Riding high on the expectations of consumers, Hero has successfully crossed over the one
million units mark in sales. As a part of this initiative, it started a mobile workshop and
showroom, through which people will be able to gather knowledge about the companies'
vehiclesandcanalsobuy them.ThesemobilemarketingeffortsarefocusedonSplendorand
Joy.
1.2NEED FOR THE STUDYIn todays scenario when customer attraction is the mantra for success, a study on
factorsinfluencingconsumerattitudetowardspromotionalstrategyisanecessity.
TheIndiantwowheeler(2W)industryhasshownastrongvolumegrowthoverthelast
twoyears,havinggrownby25%in200910and27%in201011toreach13.3millionunits.
Of
thismotorcyclesaccountedforalmost80percent.Thetwowheelerbusinesshasacquiredthe
characteristicsofamaturedmarket,drivenbymomentumofnewproductlaunches,offerofa
largevarietyofmodelsforcustomersandverycompetitivemarketingandfinancing.Notably,
premium motor cycle consolidated their importance both in terms of brand image and
relatively good market share. Manufacturers such as Hero, Honda, Yamaha and Suzuki grew
fasterthan industryaverage,albeitfromasmallbase,astheyfocusedonpremiumproducts.
Scootersaleshavealsostarted topickupagainunderscoringsome resurgenceof thissector
after almost a decade of decline. This parallels a global trend where scooters are becoming
more popular as chic, stylish and practical urban commuter vehicles. The dynamics here are
obviouslycloselylinkedtobuyerprioritiesandroadtrafficconditions.
BrandHerohasastrongpresenceinthemarketanditisdifficulttopromoteinallareas.
The recent recession across the globe had its own repercussions in the automobile
sectoralso,intermsofslowingdownofsalesetc.Oflatetheindustryisrecovering.Againstthis
backdroptheIndianautoindustryfaredbetter.
The present study deals with the factors influencing consumer attitude towards
promotionalstrategyofHeroTwoWheeler.
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1.3OBJECTIVE OF THE STUDY
To know about the promotion strategies of the Hero Moto Corp. To know the customer attraction towards various promotional strategy in term of
rank.
To know the customer buying behaviour of various models of Hero motorcycle. To know the customer attitude towards sales promotion and advertisement by
Hero Moto Corp.
To know their marketing strategies, product and the services they deliver.
1.4SCOPEOFTHESTUDY:Thisstudycoversthepromotionswhichinfluencethecustomerstooptforaparticular
brand Hero motor cycles. This survey will help the company to evaluate their marketing
strategies,productandtheservicestheydeliver.Thiswillactasatoolforthecompanytoknow
theirpromotioneffectivenessinthemarket.Itcoversthebuyingbehaviorofthecustomers.
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1.5LIMITATIONOFTHESTUDY:Themainlimitationofthestudyisasfollows,
The results are based entirely on survey conducted in kulithalai location andcannot be generalized as a whole for other geographical regions.
This study is based upon primary data so any wrong information given by therespondent may mislead the findings.
Therespondentsmaybebiasedaboutfurnishingtheinformation. Involves a great deal of money and time. Data collected under this technique is subjective in nature therefore they may not
lend easily to quantitative checks.
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CHAPTER II
INDUSTRY PROFILE
2.1ABOUT THE INDUSTRY
India is the second largest producer and manufacturer of two-wheelers in the world. Indian
two-wheeler industry has got spectacular growth in the last few years. Indian two-wheeler industry
had a small beginning in the early 50's. The Automobile Products of India (API) started
manufacturing scooters in the country.
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. 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 leads to the strong growth of Indian automobile industry.
Key players in the Two-wheeler Industry
After facing its worst recession during the early 1990s, the two-wheeler industry bounced
back with a 25% increase in volume sales in February 1995. The scooters are considered as family
vehicles. There are many two-wheeler manufacturers in India. Major players in the 2-wheeler
industry are Hero Motors corp. (HHML), Bajaj Auto Ltd (Bajaj Auto) and TVS Motor Company
Ltd (TVS).
The other key players in the two-wheeler industry are Kinetic Motor Company Ltd (KMCL),
Kinetic Engineering Ltd (KEL), LML Ltd (LML), Yamaha Motors India Ltd (Yamaha), Majestic
Auto Ltd (Majestic Auto), Royal Enfield Ltd (REL) and Honda Motorcycle & Scooter India (P)
Ltd (HMSI).
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2.2ABOUT THE COMPANY
Hero Moto Corp (Hero Honda)
Logo
Parent Company Hero Group
Category Motorcycles, Scooters
Sector Two-Wheelers
Tagline/ Slogan Hum mei hai Hero; Desh ki Dhadkan (HeroHonda)
USP Wide product variety, excellent & high customer loyalty
STP
Segment Young boys looking for fast sporty bikes for Indian roads
Target Group Young boys in the age 18-30 middle class
Positioning Every person has a hero and a winner within ones self
Product Portfolio
Brands
1. CBZ 2. Karizma
3. Passion 4.Pleasure
5. Splendor 6. Impulse
7.glamour 8.cd dawn
9.hunk
http://www.mbaskool.com/brandguide/automobiles/357-hero-honda-cbz.htmlhttp://www.mbaskool.com/brandguide/automobiles/361-hero-honda-karizma.htmlhttp://www.mbaskool.com/brandguide/automobiles/361-hero-honda-karizma.htmlhttp://www.mbaskool.com/brandguide/automobiles/363-hero-honda-passion.htmlhttp://www.mbaskool.com/brandguide/automobiles/359-hero-honda-pleasure.htmlhttp://www.mbaskool.com/brandguide/automobiles/359-hero-honda-pleasure.htmlhttp://www.mbaskool.com/brandguide/automobiles/360-hero-honda-splendor.htmlhttp://www.mbaskool.com/brandguide/automobiles/1286-hero-impulse.htmlhttp://www.mbaskool.com/brandguide/automobiles/1286-hero-impulse.htmlhttp://www.mbaskool.com/brandguide/automobiles/1286-hero-impulse.htmlhttp://www.mbaskool.com/brandguide/automobiles/360-hero-honda-splendor.htmlhttp://www.mbaskool.com/brandguide/automobiles/359-hero-honda-pleasure.htmlhttp://www.mbaskool.com/brandguide/automobiles/363-hero-honda-passion.htmlhttp://www.mbaskool.com/brandguide/automobiles/361-hero-honda-karizma.htmlhttp://www.mbaskool.com/brandguide/automobiles/357-hero-honda-cbz.html -
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SWOT Analysis
Strength
1. Huge brand equity and one of the biggest players in the two
wheelers Indian market
2. Excellent R&D, and wide variety of products in every segment.3. Excellent distribution, over 3000 dealerships and service centers
4. Good and excellent rebranding from Hero Honda to Hero Moto Corp
Weakness
1. Absence in the premium bike segment
2.High imports for its spare parts i.e. over 30% imports
3. Most of the products have similar features and low on design and
innovation
Opportunity
1.Two-wheeler segment is one of the most growing industries
2.Export of bikes is limited i.e. untapped international markets.
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
Competition
Competitors
1. Yamaha
2. Bajaj Auto
3.TVS
4.Suzuki
5. Harley Davidson
6. Royal Enfield
7. Ducati
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HERO MOTO CORP
Hero Moto Corp formerly Hero Honda is a motorcycleand scootermanufacturer based in
India. Hero Honda started in 1984 as a joint venture between Hero Cyclesof India and Hondaof
Japan. The company is the largest two wheeler manufacturer in India. The 2006 Forbes 200 Most
Respected companies list has Hero Honda Motors ranked at 108.
Hero is the brand name used by the Munjal brothers for their flagship company Hero Cycles
Ltd. A joint venture between the Hero Group and Honda Motor Company was established in
1984 as the Hero Honda Motors Limited at DharuheraIndia. Munjal family and Hondagroup
both own 26% stake in the Company. In 2010, it was reported that Honda planned to sell its
stakein the venture to the Munjal family.
During the 1980s, the company introduced motorcycles that were popular in India for their fuel
economy and low cost. A popular advertising campaign based on the slogan 'Fill it - Shut it -
Forget it' that emphasised the motorcycle's fuel efficiency helped the company grow at a
double-digit pace since inception. The technology in the bikes of Hero Honda for almost 26
years (19842010) has come from the Japanese counterpart Honda.
Hero Honda has three manufacturing facilities based at Dharuhera, Gurgaonin Haryanaand at
Haridwarin Uttarakhand. These plants together are capable of churning out 3 million bikes per
year. Hero Honda has a large sales and service network with over 3,000 dealerships and service
points across India. Hero Honda has a customer loyalty program since 2000, called the Hero
Honda Passport Program.
TerminationofHondajointventure
In December 2010, the Board of Directors of the Hero Honda Group has decided to
terminate the joint venture between Hero Group of India and Honda of Japan in a phased
manner.TheHeroGroupwouldbuyoutthe26%stakeoftheHondainJVHeroHonda.Under
the jointventureHeroGroupcouldnotexporttointernationalmarkets(exceptSriLanka)and
the terminationwouldmean thatHeroGroupcannowexport.Sincethebeginning,theHero
Group reliedon their JapanesepartnerHonda for the technology in theirbikes.So thereare
http://en.wikipedia.org/wiki/Motorcyclehttp://en.wikipedia.org/wiki/Scooter_(motorcycle)http://en.wikipedia.org/wiki/Hero_Cycleshttp://en.wikipedia.org/wiki/Hondahttp://en.wikipedia.org/wiki/Dharuherahttp://en.wikipedia.org/wiki/Hondahttp://en.wikipedia.org/wiki/Hero_Honda_Splithttp://en.wikipedia.org/wiki/Hero_Honda_Splithttp://en.wikipedia.org/wiki/Hondahttp://en.wikipedia.org/wiki/Dharuherahttp://en.wikipedia.org/wiki/Gurgaonhttp://en.wikipedia.org/wiki/Haryanahttp://en.wikipedia.org/wiki/Haridwarhttp://en.wikipedia.org/wiki/Uttarakhandhttp://en.wikipedia.org/wiki/Uttarakhandhttp://en.wikipedia.org/wiki/Haridwarhttp://en.wikipedia.org/wiki/Haryanahttp://en.wikipedia.org/wiki/Gurgaonhttp://en.wikipedia.org/wiki/Dharuherahttp://en.wikipedia.org/wiki/Hondahttp://en.wikipedia.org/wiki/Hero_Honda_Splithttp://en.wikipedia.org/wiki/Hero_Honda_Splithttp://en.wikipedia.org/wiki/Hondahttp://en.wikipedia.org/wiki/Dharuherahttp://en.wikipedia.org/wiki/Hondahttp://en.wikipedia.org/wiki/Hero_Cycleshttp://en.wikipedia.org/wiki/Scooter_(motorcycle)http://en.wikipedia.org/wiki/Motorcycle -
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concerns that the Hero Group might not be able to sustain the performance of the Joint
Venturealone.
HeroMoto
Corp
Thenewbrandidentityandlogo,HeroMotoCorp,wasdevelopedbytheLondonfirm
WolffOlins.Thelogowasrevealedon9August2011inLondon,thedaybeforethethirdtest
matchbetweenEnglandandIndia.
Hero Moto Corpcan now export to Latin America, Africa and West Asia. Hero is free to use
any vendors for its components instead of just Honda-approved vendors.
Companysperformance
Duringthefiscalyear201011,thecompanysold3.7millionbikes,agrowthof12%overlast
year. In the same year, the company had a market share of 57% in the Indian market.Hero
sellsmoretwowheelersthanthesecond,thirdandfourthplacedtwowheelercompaniesput
together.Hero'sbikeSplendorsellsmorethanonemillionunitsperyear.
Total unit sales of 54,02,444 two wheelers, growth of 17.44 percent Total net operatingincome of Rs. 19401.15 Crores, growth of 22.32 per cent.
Net profit after tax at Rs. 1927.90 Crores. Total dividend of 5250% or Rs. 105 per share including Interin Dividend of Rs. 70 per
share on face value of each share of Rs. 2 each.
EBIDTA margin for the year 13.49 per cent EPS of Rs. 96.54-
http://en.wikipedia.org/wiki/Wolff_Olinshttp://en.wikipedia.org/wiki/Wolff_Olinshttp://en.wikipedia.org/wiki/Wolff_Olinshttp://en.wikipedia.org/wiki/Test_crickethttp://en.wikipedia.org/wiki/Test_crickethttp://en.wikipedia.org/wiki/Test_crickethttp://en.wikipedia.org/wiki/Test_crickethttp://en.wikipedia.org/wiki/Test_crickethttp://en.wikipedia.org/wiki/Wolff_Olins -
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2.3HISTORY
HeroMotoCorpwasstartedin1984asHeroHondaMotorsLtd.
1956
Formation
of
Hero
Cycles
in
Ludhiana(majestic
auto
limited)
5 HeroCyclesbecomeslargestbicyclemanufacturerinIndia.197 3 JointCollaborationAgreementwith198 HondaMotorCo.Ltd.ShareholdersAgreement
signed.
4 HeroHondaMotorsLtd.Incorporated.198 5 HeroHondamotorcycleCD100launched.198 9 HeroHondamotorcycleSleeklaunched.198 1 HeroHondamotorcycleCD100SSlaunched.199 4199 HeroHondamotorcycleSplendorlaunched. 7 HeroHondamotorcycleStreetlaunched.199 9199 HeroHondamotorcycleCBZlaunched. 1200 HeroHondamotorcyclePassionandHeroHondaJoylaunched. 2 HeroHondamotorcycleDawnandHeroHondamotorcycleAmbitionlaunched.200 3 HeroHonda,motorcycleCDDawn,HeroHondamotorcycleSplendor,HeroHonda200
motorcyclePassionPlusandHeroHondamotorcycleKarizmalaunched.
4 HeroHondamotorcycleAmbition135andHeroHondamotorcycleCBZ*launched.200 roHondamotorcycleSuperSplendor,HeroHondamotorcycleCDDeluxe,Hero2005 He
Honda motorcycle Glamour, Hero Honda motorcycle Achiever and Hero Honda Scooter
Pleasure.
http://en.wikipedia.org/wiki/Hero_Cycleshttp://en.wikipedia.org/wiki/Hero_Cycleshttp://en.wikipedia.org/wiki/Hero_Cycleshttp://en.wikipedia.org/wiki/Honda_Motorhttp://en.wikipedia.org/wiki/Honda_Motorhttp://en.wikipedia.org/wiki/Honda_Motorhttp://en.wikipedia.org/wiki/Hero_Honda_Splendorhttp://en.wikipedia.org/wiki/Hero_Honda_Splendorhttp://en.wikipedia.org/wiki/Hero_Honda_Splendorhttp://en.wikipedia.org/wiki/Hero_Honda_Splendorhttp://en.wikipedia.org/wiki/Hero_Honda_Splendorhttp://en.wikipedia.org/wiki/Hero_Honda_Splendorhttp://en.wikipedia.org/wiki/Hero_Honda_Splendorhttp://en.wikipedia.org/wiki/Hero_Honda_CBZhttp://en.wikipedia.org/wiki/Hero_Honda_CBZhttp://en.wikipedia.org/wiki/Hero_Honda_CBZhttp://en.wikipedia.org/wiki/Hero_Honda_CBZhttp://en.wikipedia.org/wiki/Hero_Honda_CBZhttp://en.wikipedia.org/wiki/Hero_Honda_CBZhttp://en.wikipedia.org/wiki/Hero_Honda_CBZhttp://en.wikipedia.org/wiki/Hero_Honda_Passionhttp://en.wikipedia.org/wiki/Hero_Honda_Passionhttp://en.wikipedia.org/wiki/Hero_Honda_Passionhttp://en.wikipedia.org/wiki/Hero_Honda_Passionhttp://en.wikipedia.org/wiki/Hero_Honda_Passionhttp://en.wikipedia.org/wiki/Hero_Honda_Passionhttp://en.wikipedia.org/wiki/Hero_Honda_Passionhttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Passionhttp://en.wikipedia.org/wiki/Hero_Honda_CBZhttp://en.wikipedia.org/wiki/Hero_Honda_Splendorhttp://en.wikipedia.org/wiki/Honda_Motorhttp://en.wikipedia.org/wiki/Hero_Cycles -
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7 NewModelsofHeroHondamotorcycleSplendorNXG,NewModelsofHeroHonda200motorcycle CD Deluxe, New Models of Hero Honda motorcycle Passion Plus andHero
HondamotorcycleHunklaunched.
8 NewModelsofHeroHondamotorcyclesPleasure,200 CBZXtreme,Glamour,GlamourFiandHeroHondamotorcyclePassionProlaunched.
leKarizma:Karizma ZMRandlimitededition2009 NewModelsofHeroHondamotorcycofHeroHondamotorcycleHunklaunched
Pro andNewHero Honda2010 New Models of Hero Honda motorcycle SplendormotorcycleHunkandNewHeroHondaMotorcycleSuperSplendorlaunched.
Glamour, Glamour FI, CBZ Xtreme and2011 New Models of Hero Honda motorcyclesKarizmalaunched.
2011 NewlicensingarrangementsignedbetweenHeroandHonda. ust 2011 Hero and Honda part company, thus forming Hero Moto CorpAug
andHondamovingoutoftheHeroHondajointventure.
ember2011 HerolauncheditsfirsteverOffRoadBikeNamedHeroNov "I mpulse". il2012HeroMotoCorpcontinueditsstrongsalesmomentumbyselling5,51,557unitsApr
highesteverforanymonth.
http://en.wikipedia.org/wiki/Hero_Honda_Hunkhttp://en.wikipedia.org/wiki/Hero_Honda_Hunkhttp://en.wikipedia.org/wiki/Hero_Honda_Hunkhttp://en.wikipedia.org/wiki/Hero_Honda_Hunkhttp://en.wikipedia.org/wiki/Hero_Honda_Hunkhttp://en.wikipedia.org/wiki/Hero_Honda_Hunkhttp://en.wikipedia.org/wiki/Hero_Honda_Hunkhttp://en.wikipedia.org/wiki/Hero_Honda_Hunkhttp://en.wikipedia.org/wiki/Hero_Honda_CBZ_Xtremehttp://en.wikipedia.org/wiki/Hero_Honda_CBZ_Xtremehttp://en.wikipedia.org/wiki/Hero_Honda_CBZ_Xtremehttp://en.wikipedia.org/wiki/Hero_Honda_CBZ_Xtremehttp://en.wikipedia.org/wiki/Hero_Honda_CBZ_Xtremehttp://en.wikipedia.org/wiki/Hero_Honda_CBZ_Xtremehttp://en.wikipedia.org/wiki/Hero_Honda_CBZ_Xtremehttp://en.wikipedia.org/wiki/Hero_Honda_CBZ_Xtremehttp://en.wikipedia.org/wiki/Hero_Honda_CBZ_Xtremehttp://en.wikipedia.org/wiki/Hero_Honda_CBZ_Xtremehttp://en.wikipedia.org/wiki/Hero_Honda_CBZ_Xtremehttp://en.wikipedia.org/wiki/Hero_Honda_CBZ_Xtremehttp://en.wikipedia.org/wiki/Hero_Honda_CBZ_Xtremehttp://en.wikipedia.org/wiki/Hero_Honda_CBZ_Xtremehttp://en.wikipedia.org/wiki/Hero_Honda_CBZ_Xtremehttp://en.wikipedia.org/wiki/Hero_Honda_CBZ_Xtremehttp://en.wikipedia.org/wiki/Hero_Honda_CBZ_Xtremehttp://en.wikipedia.org/wiki/Hero_Honda_CBZ_Xtremehttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_CBZ_Xtremehttp://en.wikipedia.org/wiki/Hero_Honda_CBZ_Xtremehttp://en.wikipedia.org/wiki/Hero_Honda_Hunkhttp://en.wikipedia.org/wiki/Hero_Honda_Hunk -
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2.4CHAIRMANSPROFILE
Dr.BrijmohanLallMunjal
"Don'tdreamifyoucan'tfulfillyourdreams''BrijmohanLallMunjal
fondofsaying.Thefounderandpatriarchofthe$3.2
lassicfirstgenerationentrepreneur.He
Instinctivefromayoun age,BrijmohanLallmadearatherunusualstartinlife.Aroundthetime
whenthefreedommovementinIndiawastakingshapeinthelate1920s,hewalkedintoa
newlyopenedGurukul(Indianheritageschool)nearhishomeinKamalia(nowinPakistan).He
whenheandhisbrothersrelocatedtoLudhiana.Thefamilysetup
companythatprovidedpoorpeoplewithbasictransport(cycles).Threedecadeslater,as
etworks.Companiesjustproduced,andmostdealersfunctionedliketraders.Brijmohan
businessbytrustinghisgutinstincts;introducingbusinessnormsthat
iesof
uch
isoften
billionHeroGroupisyourc
isamanwhostartedsmall,dreamtbigandusedacombinationof
gritandperseverancetocreateoneofthecountry'slargest
corporategroupsandtheWorld'sNo.1TwoWheelerCompany.
g
wasonlysixyearsoldthen.
Thusbegananextraordinarytaleofcourageandperseverance.Brijmohanbeganhisbusiness
storyafterpartitionin1947,
a
Indiaevolved,headdedasecondcrucialchapter whichvisualizedaffordableand
technologicallysuperiortransporttomillionsofmiddleclassIndians.Therestishistory.
BuildingRelationships
WhenBrijmohanandhisbrothersstartedout,therewasnoconceptoforganizeddealer
n
changedtherulesofthe
wereaheadoftheirtime,andbyinvestinginstrategicrelationships.Brijmohanbuiltaser
bondsandnetworkswithhundredsoffamilymembers,vendors,dealersandemployees.M
liketheJapanesekeiretsusystem,thesenetworksarenowthegluethatholdstheHeroGroup
together.
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ThankstotherelationshipsthatwehavenurturedsopassionatelyintheHeroFamily,the
youngergenerationsofsomeofourbicycledealershavebecomedealersofHeroMotoCorp.
Theserelationshipshavesurvivedthroughgenerations throughbadtimesandgoodtimes''
thepatriarchnowreminiscences.
Besidesbondingwithhisvendorsanddealers,Brijmohanhasbeenpersonallyresponsiblefor
kindlingaspiritofentrepreneurshipamongsthisemployees,andtoday,40ofhisformer
employeesaresuccessfulentrepreneurs.
StayingAhead
Thoughnottechnicallyqualifiedintheconventionalsense,fewofhiscontemporaries
haveunderstoodthedynamicsoftechnologybetterthanBrijmohanLallhas.Hecouldalways
visualizetheapplicabilityoftechnologybeforeotherscould.Forexample,inthe1980s,when
alltwowheelercompaniesinIndiaoptedfortwostrokeenginetechnology,Brijmohan
preferredafourstrokeengine atechnologythatdramaticallyincreasedfuelefficiencyand
reducedmaintenancecosts.ThistechnologywasoneofthebiggestreasonsforHeroMoto
Corp'sstupendoussuccess.
A
Corporate
Citizen
xchangeowesitsexistencetoBrijmohan'svisionasdoesthe
He'salsosetupthenonprofitDayanandMedicalCollegeandHospitalan
institutenowratedasoneofthebestmedicalcollegesinIndia
ation whichBrijmohansetup
inmemoryofhiseldestson,todayrunsahighersecondaryschoolandaverymodernandwell
equipped100bedhospitalatDharuhera.Thegrouphasalsoadoptednumerousvillagesand
provideseducation,vocationaltraining,drinkingwater,roads,streetlightsandsewerage.
TheLudhianaStockE
LudhianaFlyingClub.
InandaroundDharuhera,nearthefirstHeroMotoCorpplant,Brijmohanandhisfamilyhave
lefttheirstampofphilanthropy.TheRamanKantMunjalFound
Dr.BrijmohanLallMunjal
Chairman
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2.5MessagefromManagement
"What the caterpillar calls the end, the rest of the world calls a butterfly."~Lao Tzu~
Constant improvementhasbeen thekey fuel thathaspowered theengines of this company
sinceinception.Happily,wearenowbuildingonthatmomentumtogofurtherinour journey
ofmarketleadershipandcorporateexcellence.Afterforgingtogetheroneoftheworld'smost
prolific and successful joint ventures for over two and a half decades, and becoming
"DeshkiDhadkan" we at Hero are now poised to prove ourselves on the global arena.
WearepleasedtoannouncethatHeroHondaMotorsLtd.isnowHeroMotoCorpLtd.Thenew
name is reflective of our belief in us and our focus on mobility and technology.
In this endeavor, our domain knowledge of the market, our customercentric approach, our
world class manufacturing facilities & processes, our committed and skilled personnel, our
seamless&integratedsupplychainandourstrongrelationshipswithallstakeholderswillhold
us in good stead.
On the technology front, our existing R & D facility is being rapidly upgraded with support,
where required, from global experts and technology providers. As we embark on this novel
journeywithanewidentity,weshallcontinuetosetnewbenchmarksfortheindustry.Weshall
developnewandcuttingedgeproductsatafasterpaceandaggressivelyexpandourfootprint
outsideIndia.
ancountonyourblessingsandcontinuedendorsementoftheCompanyandits
products.
Best,
PawanMunjal
ijmohanLall
Yes,anewdayhasdawnedandanewHeroisrising.
Weknowwec
Dr.Br
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CHAPTERIII
REVIEW OF LITERATURE
3.1Promotion
salesdependnotonlyonitsphysicalqualitiesbutalsoonadvertisingand
promotion. Hence promotion must grow out of firms total merchandizing process. If outlets
ingaretwotypesofpromotion:
tion in mass media (e.g. TV, radio, newspapers,
internet,mobilephonesandhistorically illustratedsongs) inwhichtheadvertiserpays
2.at promotion is taking place. E.g.
The sp i x or promotional plan. These
elementsarepersonalselling,advertising,salespromotion,directmarketing,andpublicity.A
Merchandizing
promotional efforts are not in harmony with decisions on pricing and other elements a
confusing and distorted image of outlet will result. A proper communication can only be
developedinthecontextofthefirmsobjectivesandofitsmarketingstrategies.Theadvertising
shouldseektotapthebuyingmotivationofthespecificmarketgroupstowhichpromotion is
directed.
Thefollow
1. Above the line promotion: Promo
anadvertisingagencytoplacetheadvertisement
Belowthe linepromotion:Allotherpromotion.Muchofthisis intendedtobesubtitle
enough for the consumer to be unaware th
sponsorship, product placement, testimonials, sales promotion, merchandising, direct
mail,personalselling,publicrelationsandtradeshows
ecification of five elements creates a promotional m
promotionalmixspecifieshowmuchattentiontopaytoeachofthefivesubcategoriesandhow
muchmoneytobudgetforeach.
http://en.wikipedia.org/wiki/Above_the_line_promotionhttp://en.wikipedia.org/wiki/Above_the_line_promotionhttp://en.wikipedia.org/wiki/Above_the_line_promotionhttp://en.wikipedia.org/wiki/Mass_mediahttp://en.wikipedia.org/wiki/Mass_mediahttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Below_the_line_promotionhttp://en.wikipedia.org/wiki/Consumerhttp://en.wikipedia.org/wiki/Consumerhttp://en.wikipedia.org/wiki/Consumerhttp://en.wikipedia.org/wiki/Sponsor_%28commercial%29http://en.wikipedia.org/wiki/Product_placementhttp://en.wikipedia.org/wiki/Product_placementhttp://en.wikipedia.org/wiki/Product_placementhttp://en.wikipedia.org/wiki/Testimonialhttp://en.wikipedia.org/wiki/Sales_promotionhttp://en.wikipedia.org/wiki/Sales_promotionhttp://en.wikipedia.org/wiki/Sales_promotionhttp://en.wikipedia.org/wiki/Merchandisinghttp://en.wikipedia.org/wiki/Merchandisinghttp://en.wikipedia.org/wiki/Merchandisinghttp://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/Merchandisinghttp://en.wikipedia.org/wiki/Sales_promotionhttp://en.wikipedia.org/wiki/Sales_promotionhttp://en.wikipedia.org/wiki/Testimonialhttp://en.wikipedia.org/wiki/Product_placementhttp://en.wikipedia.org/wiki/Sponsor_%28commercial%29http://en.wikipedia.org/wiki/Consumerhttp://en.wikipedia.org/wiki/Below_the_line_promotionhttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/Mass_mediahttp://en.wikipedia.org/wiki/Above_the_line_promotion -
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Thepromotionobjectivesare
) Additional Buyers Imaginative in store point of sale promotions may expand sales by
attractingnewbuyersfortheproduct.
2)ReminderPromotions Sucheffortareutilizedingettingcustomerstostock
nalincreasesinsales,anticipatedproduct
ers toswitch
brandsorstoresusuallythesearethepricewars.
4) Image Development This helps in identification of the store towardsaparticularmarket
nicheandconsistentlypromotingit.
5)MarketPositioning Torepositionthestoreinthemindsofcustomerssoastobroadenthe
consumerbase.
foraugmentingsalesofourcompanysproductsisallsoeasyifweapply
e absence of an appropriate marketing strategy the
saleofonlineproductscannotgrow.Publishingnewslettersandmagazinearticlescanbeapart
fpotentialcustomerlikeDemographics(age,income.location).
n like Newspapers, Magazines, Television, Radio,
Outdooradvertisement,DirectAdvertisement,andcatalogs.
InfluenceofCommunicationwhichdependsuponGroupandCulture.
1
Largeamountofproductspriortoseaso
Shortagesandanticipatedpriceincreases.
3) Consumer Conversion Theseare thecampaigns launched toget theconsum
3.1.2ImportanceofPromotionStrategy!
Promotingawebsite
the right online marketing strategy. In th
ofourmarketingcampaign.
3.1.3Factorsthataffectthepromotionare
TheCharacteristico
The media used for the promotio
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3.1.4Fa
Audienceinvolvementwitht h e p r o g r a m
Theabilitytoprovideaspecializedaudiencewithgroupidentification
Theabilitytooffertheadvertiseramonopolyovercommunicationonthesubject
Thequalityoftheadvertisingreproduction
Thetimeofmessagedelivery
Theavailablebudgetandthecostofvariousmedia
Competitivepromotionalcampaign
onalStrategyAcontinuousPr
ctorsthathavemajorimpactonthemediaselectionare
DeterminingPromotionalobjectives
ocess
Establishingoverallpromotionalbudget
Selectingthepromotionalmix
Implementingthepromotionalmix
Reviewing&revisingthepromotionalplan
Promoti
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3.2PromotionMix
A business' total marketing communications program is called the "promotional mix"
and consists of a blend of advertising, personal selling, sales promotion and public relations
note,wedescribethefourkeyelementsofthepromotionalmixinmore
nalselling
ting
ols
nethefourmainelementsofthepromotionalmixbeforeconsideringtheir
strengthsandlimitations.
(1)Advertising
personalcommunicationofideasorproductsinthe"primemedia":
i.e. television, newspapers, magazines, billboard posters, radio, cinema etc. Advertising is
and to inform. The two basic aspects of advertising are the message
onal selling may focus initially on developing a relationship with the potential
buyer,butwillalwaysultimatelyendwithanattemptto"closethesale".
tools.Inthisrevision
detail.
Advertising
Perso
Directmarke
Salespromotion
Publicrelationsto
It ishelpfultodefi
Anypaidformofnon
intended to persuade
(what you want your communication to say) and the medium (how you get your message
across).
(2)Personal
Selling
The pers
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(3)SalesPromotion
Salespromotionmeanssellingtheexistingproductthroughmanytechnique i.e.,personal
elling, advertisement, publicity reducing the price and demonstration of the product in the
formalway.
Thesalespromotion istechniquetosellexistingproductthroughvariousmedia,reducingthe
implemented as well as executed the same to improve its sale of Hero two
ment regarding its product through various media such as distributions of written
materials,charts,posters,wallpastingandevenothertools likeTV,handoutsandbanners.A
of company to promote advertisement is undertaken the main motto is to
subdealers.Thesubdealersadaptthetechniquesofsalespromotioninordertomake
bettersales.Specially, thesesubdealersdeal inurbanareasandadvise thecustomersabout
ofbikes.
s
pricebyimprovingquality,demonstrationoftheproductconductingseminarsetc.Ithasbeen
observed that dealers for Hero two wheeler vehicles had formulated suitable promotion
measures and
wheeler vehicles.
The following are the sales promotion functions to distribute the product to customers by
dealers.
Advertisement
Dealer Iyyapan Motors, kulithalai, for Hero two wheeler vehicles has under taken
advertise
huge investment
attract thecustomers in largetobuy theirproductratherthanswitching tootherbrand, it is
dear from survey that the dealers are able to sell its products on a larger scale in the study
region.
SubDealers
It is observed that dealers has initiated as measure to promote the sale of its product
through
thequalification
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ExchangeMela
Itisoneofbeautifulwayofpromotingsalesinbulkinagivenperiodoftime.Thismethod
has been adapted frequently andelaboratelyby the dealers to make a large sale of vehicles
with exchange of any old vehicles. This technique is concentrated in more by dealers to
romoteitssales.
ServiceandTechnicalAdvice:
Notonlythere isconcentrationonsellingbutalsothere ismuch importancegivenbythe
(4)Publicity
ofaproduct,brandorbusinessbyplacing information about
the media without paying for the time or media space directly, Otherwise known as "Public
3.3ConsumerAttitudes
Anattitudeisapositiveornegativeevaluationofasocialobjectoraction.Manytheories
inwhatcircumstances,attitudesareimportantdeterminantsofbehavior.An
attitudetowardsomethingshouldthusnotbetakentoimplythatattitudeconsistentbehavior
Attitudeindicatesknowledge,feelingsandintendedactionforthegivenstimulus.
p
Display
The way how dealers display the vehicles is important concern of promoting sales.
There is largeunitofdifferentvehiclesdisplayed in itsshowroomwhere in, itattracts lotof
customerstopurchaseitsproducts.
dealersonserviceandtechnicaladvisesbytheconcernedauthority.
The communication
Relations"orPR.
ofattitudes (e.g. thewellknown theoryofplannedbehavior,1985)haveattitudeasa factor
involved in determining behavioral choices however there is considerable continuing debateaboutwhen,and
willautomaticallyfollow.
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FormationofConsumerAttitude
Individualsacquireattitudesfromseveralsourcesbutthepointtobe ssedisthatthe
attitudesareacquiredbutnotinherited.Themostimportantsourcesofacquiringareattitudes
aredirect experiencewith the object,association, family,neighborhood, economyandsocial
position,andmeanscommunicatio
stre
n.
iativelearningpositiveaffectisattachedtoobject
Mere exposurefrequent exposure to stimulus increases liking for it. Derived from
els identify how consumers in highinvolvement situations (i.e.
standard hierarchy of effects) combine their beliefs about product attributes to form
jectModel
StrengthoftheBelief
FormingAttitudesDirectly
Classicalconditioning/assoc
Butterflyeffect.
Moodsmoodatthetimeofexposuretoobjectinfluencesfeelingsaboutobject.
Predicting Consumer Attitudes
MultiAttribute mod
attitudesaboutvariousbrandalternatives,corporations,orotherobjects.
AttitudetowardTheOb
Identifiesthreemajorfactorsthatarepredictiveofattitudes:
SalientBeliefs
Evaluation
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weighing needs or preferences against provided product or service attributes results in the
balance of satisfaction pointing in a negative or positive direction, depending on whether
interests are conflictingorcorresponding. Thisdetermines theway inwhich peopleevaluate
compa
their
Consumerawarenessisthelevelofknowledgeabout.Inmostresearchtheadequacyor
otherwiseofthisawarenessisanchoredagainsttheserviceproviderorregulatorsperspective
onthesupply.Whereconsumerawarenessdoesnotequatewiththisindustryperspectivethis
is often termed a consumer misperception. However, it should be noted that there is a
distinctionbetweenholdingfactuallyincorrectknowledgeaboutthesupplysystem.
between expectations and preferences is often blurred though the
conceptsaredistinct.Expectationisusedinthreeslightlydifferingsensesintheliterature.One
istheactofexpectingorlookingforward abeliefaboutwhatwillhappeninthefuture.These
first two definitions can be distinguished from preference in that preferences refer to some
desiredstateand,asintheabovedefinition,implythatmorethanonestateispossibleandthat
there are some options. Unfortunately expectation is also used more loosely to mean a
requirementordemandforsomethingand inthissense isakindofstrongpreference.When
importanttoascertainwhichdefinitionisbeingused.
nies or utilities performance. Only when a consumers needs for a stated good or
serviceare met, i.e. when t h e s e r v i ce provided corresponds with their preferences, will they
feel satisfied. Customer satisfaction can be enhanced when theirneeds are met ( i n t e rm s of
both quality a n d q ua n ti t y) and accord with preferences. At the other end of this
dimension, where the service provided conflicts with the prevailing needs or preferences,
customersmayexperiencefeelingsofdissatisfaction.
ConsumerAwareness
ConsumerExpectations
The distinction
readingtheliteratureitis
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ConsumerPreferences
Thisisusedprimarilytomeananoptionthathasthegreatestanticipatedvalueamonga
number of options. Preference and acceptance can in certain circumstances mean the same
thingbutitisusefultokeepthedistinctioninmindwithpreferencetendingtoindicatechoices
amongneutralormorevaluedoptionswithacceptanceindicatingawillingnesstotoleratethe
tatusquoorsomelessdesirableoption.
enefitsReceivedbyCustomers:
estudyistoidentifythebenefitsreceivedbythecustomers.
Ye
nd, the rural side, people / customers are much
ayfromthedealersthedealerssendtheirexecutivestothis
rural side and spent some time in satisfying the needs, by giving better information of each
ns of the
s
B
Thethirdobjectiveofth
s inthestudyregion,throughthecustomersopinion,thecustomersarewitnessedtoreceive the benefit by the dealers. These benefits are in the form of reduction in price and
increase in its productivity suitable riding condition, better maintenance and fuel efficiency,
better offers of coupons / gifts and more over better advises by the service departments in
maintaining the vehicle conditions. Arou
benefitedbecausetheyarefaraw
product and its finance scheme and this enables to improve the economic conditioruralpeoples.
Moreoverthedealersthemselveshavesubdealersoftheirvehiclesinsomesmalltownin
whichtheruralpeoplecango tothesedealersandpurchasethevehiclesandreceiveservice
there its self. The customers are much impressed about the advertisement activities of the
dealers like issue of colorful pamphlets / leaflets which prescribe more details about each
vehicle.
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3.4PromotionIndustry
The Indian promotion industry is talking business today. It has evolved from being a
smallscale business to a fullfledged industry. It has emerged as one of the major industries
and tertiary sectors and has broadened its horizons be it the creative aspect, the capital
employedor thenumberofpersonnel involved. Indianadvertising industry invery little time
ascarvedanicheforitselfandplaceditselfontheglobalmap.
dianadvertisingindustrywithanestimatedvalueofes13,200crorehasmade jawsdropand
eyeballsgazingwithsomeastonishingpiecesofwork that ithasgiven in the recentpast.
Thecreativemindsthatthe Indianadvertising industry incorporateshavecomeupwithsome
and work that can be termed as masterpieces in the field ofadverti
SurfsLalitaji,ortheoldMaggi
Noodlesjingle,doesthenameKarenLunelringabellforyou,ifitdoesnt,theoriginalwaterfall
h
In
set
mindboggling conceptssing. It is well recognized all over the world for its creative output and high quality
advertisements. The performance of Indian agencies and advertisement & marketing
campaignshasbeenwellnotedandawardedatvariousglobalstagessuchasCannesLions.The
industry is continually evolving to give better returns to clients and memorable ads for the
targetaudience.Whodoesntrememberadvertisementssuchas
girlintheLirilsoapcertainlywill!SuchisthepowerofIndianadvertisementthattheseadshave
become true legendsandwill remainetched in themindsofviewersand readers for a long,
long time. The Indian advertising industry has also given such worthies as Alyque Padamsee
(themanbehindLalitajiandLirilcampaigns)andPiyushPandey (themanbehind theoriginal
MileSurMeraTumharaandCadburysDairyMilkchocolateads).What the Indian ad industry has managed to achieve become more significant if you realize
the challenges before it. The industry caters to a really huge populace, though the real challenge
lies in addressing the stunning diversity. The ads have to cater to the different tastes and
Perhaps it is because of this reason that India oriented campaigns of even giant MNCS are
handled separately by India based agencies, and have largely localized content.
preferences of hundreds of languages, dozens of religions, diversity of regions, age groups and
castes, and churn out advertisements that appeal to all of them, without offending any of them!
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The Indian market is also unique in the sense that TV advertising is actually increasing and set to
overtake print advertisements over the coming years. Leading ad planners believe that the Indian
actually exceeded ad spending on print advertising. Now, online ad spending constitutes almost
of overall ad spending in these markets. In India, online advertisements are still to take off.
This trend will continue for at least the medium term, unless something on the lines on the
lGDP of USA is2.3%. This indicatesa
audience still loves watching TV and is very receptive to TV ads. In addition, the TV ads are
very audio visual in nature, and can easily overcome any barriers of illiteracy, which is a major
impediment for print advertising and marketing in India.
Another notable trend on a global level that still evades the Indian advertising industry is the
mass migration of ad spending to online and digital media. In highly developed ad markets such
as US and UK, the ad spending on digital and online media has increased exponentially, and has
15%
mobile phone revolution happens and more Indian get access to reliable internet access.
Indian Promotion Industry Facts and Figures
The turnover of Indian ad industry is less than 1% of the national GDP of India. Incontrast, theshareof US ad industry innationa
tremendousgrowthpotentialfortheIndianadvertisementandmarketingindustry.
The Indianad industry isstillevolving,as faras thescaleofoperationsandscopeareconcerned.Theglobalad industry turnover isclose toUSD450billionannually,while
Indiacontributeslessthan1.5%ofthatfigure.However,Indianadindustryisoneofthe
fastestgrowingallovertheworld,perhapsnextonlytoChinaandRussia.
The global ad industry is expected to clock a growth of about 2% in 2010, which is amajorrecoveryover2009.TheIndianadindustry,incontrast,willgrowbyanestimated
10%toreachafigureofaboutRs23,700crores.Themajorgrowthfactorsfor2010will
eventssuchasIPLandfootballWorldCup.betheincreaseinadspendsfocusedon
In2009,theIndianadindustryhadsufferedamajorsetback,andhadshrunk,primarilyduetoadrasticdecrease inprintadvertisingspendingwhichsufferedamassivecutof
Rs2,000crores.
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The leading advertisement mediums are newspapers and television, with an almostequalsharetotaling75%ofthetotalpie.Magazineadvertisingconstitutesaverysmall
3%,whileonlineanddigitaladvertisingspend issubstantially lessthan1%ofthetotal
adindustryturnover.Nevertheless,thespendingondigitalandonlineadvertisementsis
siCo
ainingpowerovertheiradagencies.
ally for financial services) and FM radio (for local
increasingatafastrateof25%.
In addition to print and television, the other popular advertisement and marketing
mediaareradio,cableTV,directmailandoutdooradvertisementsandpublicity.
ThebiggestadspendersareFMCGcompaniessuchasUnilever,P&G, ITCandPep
and automotive companies such as Maruti and Hero Honda. These companies have
huge ad budgets running into hundreds of crores of rupees, and therefore, wield
tremendousbarg
ThebiggestadagenciesinIndiaarethesubsidiariesandarmsoftheirforeignprincipals,suchasOgilvy,JWTandLowe.Veryfewindigenousadagencieshavemanagedtomake
amark,andmostofthemhavebeenacquiredormergedbyforeignadagencies.
Theemergingadvertisementandmarketingmedia in Indiaaremobileadvertisements,
internet, direct calling (especi
businesses).
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CHAPTER IV
.1COMPANYPROFILE
IyyapanMotorsPvt.Ltd
IYYAPANMOTORS isprivate limitedcompanystarted in16thmarch2009.Thecompany
was started with total investment of Rs. 25 lakhs and was appointed as the Dealer by Hero
onda Motors Limited, New Delhi, for sale of motorcycles, spare parts and servicing of the
otorcyclesmanufacturedbythem.
With a humble beginning of Average per month in 2009, the company has
grown to a sales volume of 55 mo icing of motorcycle has reached to
vice center per month. The company has achieved an overall sale of
Rs.2.5 Crores and also the company le of Rs.10 lakhs spare parts in the
year 2011.
ThisisprovedbyIYYAPANMOTORSsalesovertheyears.
445vehicles
4
H
m
40 motorcycles sales
torcycles and the serv
Average 250+ in the ser
has achieved an overall sa
200910
201012 635vehicles
MANAGEMENT PEOPLEOFTHEIYYAPANMOTORS
ManagingDirector Mr.H.K.SHIVARAMU
Manager Mr.S.Gunasekar
AssistantManager Mr.A.Balamurugan
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4.2ORGANISATIONCHART
ChairPerson(Partners)
GeneralManager
ServicingDepartmentAccounts Department SparPartDepartment SalesDepartment
SalesExecutives WorkManager
Worksupervisor
HeadMechanics
Mechanics
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4.3ORGNISATIONDEPARTMENTS
SalesDepartment, Service&repairDepartment, DeliveryDepartment, RTOworkD p a rt m en t , SparepartDepartment, Account&BillingDepartment.
NT
In this department all the matters regarding service & repair are taken care. This
department is well structured work supervisor address the problem & gives the customer
deliverytimethenhepassesth dmechanic.Thenheadmechanicsdistributes
heworkwiththemechanicsteams.Andproblemsalvingprocessiscarriedout.
.3.2SalesDepartment
this Heresales
meetthecustom bri ef themwitht thedetailsrequir rmati onand
salesexecutivegivesquotations,briefdescriptionabouttherequiredbikemodel
e
4.3.1SERVICE&REPAIRDEPARTME
WorkManager
WorkSupervisor
HeadMechanics
eworksliptohea
t
4
In departmentallthemattersregardingsales&purchasesarehandled.
exe cutive er& heall edinfo
M/CM/C M/C M/C
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4.3.3DeliverySection
Inthissectiondeliveryofnewbikesaregiventothecustomers.Hereorder isreceivedby
deliverysectioninchargewerehecrosschecksthedocumentproducedbythecustomerthen
hegivesthekeysofthebiketothecustomer.
Herecustomercanhavetestrideofbikes&canselectthebike.
4.3.4RTOworkdepartment
n, temporary
insurance,temporarypassingofnewbikesarehandled.Allthenecessarypaperworkrequired
fortemporarypassingishandledinthisdepartment.
4.3.5Sparepartdepartment
chanicsarestored.Andissueonrequirement
ofthemechanicswhennecessary.
InthisdepartmentlargestockofHerosparepartarestoredtoavoidcustomerinconvenience.
4.3.6Account&Billingdepartment
efinancialyeartothemanagement.
anMotors
Through Marketing: Where a dealer has to complete with competitors with promotion
&ItspricesinIyyapanMotors
In thisdepartmentall thematters regarding issuingof temporary registratio
Inthisdepartmentsparepartrequiredbyme
In this department the matters regarding all accounts are registered i.e. all daytoday
transactions&finalreportisproducedattheendofth
4.4DealingProcedureofIyyap
ShowRoomSales:Wherecustomersapproachdirectlywithsalesmanager.
activitieslikeadvertisement,demonstration,display,roadshowsandtestdrives.
4.5HeroTwoWheelerProducts
Pleasure- Scooter with 102 cc air-cooled four-stroke engine Price: Rs 42,850 and on-road prices of around Rs.50, 223.
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CHAPTER V
METHODOLOGY
Intodaysintenselycompetitiveenvironment,companiestodayareconstantly lookingfor
waystoattractcustomersbyhavingabetterunderstandingofchangingcustomerpreferences.
Theeverchangingmarketcharacteristicshave geimpactoncorporatedecisions.Theglobal
environmentalsoposesseveralcomplexitiesto marketerinunderstandingthemarket.To
facethestiffcompetitionpromotionalactivityareinevitableandcompaniesarespendinghuge
moneyonit.
The attitude of consumer on the H e nal strategy and its impact on their
buyingdecisionasthecoreissueidentifiedfrom study.
nder and occupation.
iptive which includes surveys and fact finding enquiries of different
kinds like questionnaires. It is a fact finding investigation with adequate interpretation by
Theanalysisisdonetoknowhowpeopleofvariousagegroupsrespondtodifferentoutdoor
5.1STATEMENTOFPROBLEM
hu
the
ro Motors promotio
the
5.2RESEARCHMETHOD
The researchmethod used for this study isDescriptivestudies. Descriptivestudiesare
wellstructured,theytendtoberigidanditsapproachcannotbechangedeverynowandthen.
Descriptivestudiesareundertakeninmanycircumstances:
When the researcher is interested in knowing the characteristics of certain groups such asage, ge
The objective of this kind of study is to answer the why, who, what, when and how of thesubject under consideration.
This study is descr
usingsimplestatisticaltechniqueslikeaveragesandpercentages.
advertisingortheirperceptiontowardsoutdooradvertisement.
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This study is descriptive because here research includes, what is the attitude of viewers
towardspromotionalstrategyofHeroTwoWheeler.
Samplingmethod
ap comes forservicingHero
HondaTwoWheeleratShowRoom.Thequestionnairewasdistributedtotherespondentsat
theaboveplaceswhowerewillingtorespond.
Samplesize
Th ththehelpofquestionnaire.
Sampleframe
Sincetheresearchwaslocalized,thesampleframeconsistedoflocalpeoplefromkulithalai
5.4.2DATA
COLLECTION
the researchwork.Theyareprimarydataand
secondarydata.
Primarydata
Primarysourcesareoriginalsourcesfromwhichtheresearcherdirectlycollectsthedata,
whichhavenotbeenpreviouslycollected.Themethodofcollectingprimarydatainthisworkis
surveywiththehelpofquestionnaire.
5.2.1SAMPLINGPLAN
Convenient sampling method was used to draw the sample. The respondents were
proachedonconvenientbasisatwalk incustomersandonewho
etotalsamplesizeis150.Theresponsesaretakenwi
locationvisitingtotheHeroshowroom.
Thereof twomethodsofcollectingdata to
Secondarydata
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These are sources containing data which have been collected and compiled for another
purpose.Thesecondarysourcesconsistsofreadilyavailablecompendiaandalreadycompiled
statisticalstructuresandreportswhosedatamaybeusedbyresearchersfortheirstudies.
Themethodsofcollecting secondarydataare throughwebsite,broachersandpreviousyear
projectreportsetc.
method
A percentage analysis method is the tools used by the research for the analysis
and inference. In the percentage an analysis, percentages calculated by multiplying the
hted average method is a used when the relative importance of the different
items is not the same. The term weighted stands for the relative importance of the
or no of response dents
W
orrelation analysis is the statistical tool used to measure the degree to which two
d to each other. Correlation measures the degree of association
betwee
re
tes is
applied
to
test
the
goodness
of
fit,
to
verify
the
distribution
of
tribution.Thereforeitisameasuretostudy
di v frequencies; Karl Pearsons has developed a
ethod to test the difference between the theoretical (hypothesis) & the observed
testthetablevaluehastaken@5%levelofsignificance.
5.3TOOLSOFDATAANALYSIS
Percentage
number of respondents into hundred and it is divided by the sample size.
Weighted average methodWeig
different items.
X = Frequency
= Weighted allotted to each factor
Karl Pearsons correlation
C
variables are linearly relate
n two variables.
One-way anova classification
Chi
squa t
observeddatawithassumedtheoreticaldis
the ergence of actual and expected
m
value.Forallthechisquare
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CHAPTERVI
ANALYSISANDINTERPRETATION
Analys
ofDa
establishment
tabulation
manageabl
dataintosomepurposefulandusableca
Analysis work after tabulation is generally based computation of various percentage,
coefficients, etc., by applying various well defined statistical formulate. In the process of
hipsordifferencessupportingorconfectingwithvaliditydatacanbesaidto
indicateanyconclusion.
y to arrive at certain generalizations. If the
researcherhadnohypothesistostartwith,hemightseektoexplainhisfindingsonthebasisof
as
is ta
The analysis of data requires a number of closely related operations such as
of categories, the application of these categories to raw data through coding,
andthendrawinginferences.Theunwieldydatashouldnecessarily condenseintoa
e groups and tables for further analysis. Thus, researcher should classify the raw
tegories.
analysis,relations
InterpretationofData
The real value of research lies in its abilit
some theory. It is known Interpretation. The process of Interpretation: may quite often
triggeroffnewquestionsw h i c h i nturnmayleadfurtherresearches.
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6.1PERCENTAGEANALYSIS:
TableNo1 Distributionofrespondentsbasedonagegroup
AgeGroup Numberofrespondents Percentage
Above18 39 26
2530 42 28
3135 33 22
4560 27 18
Above60 9 6
Total 150 100
Source(PrimaryData)
ChartNo1 Distributionofrespondentsbasedonagegroup
SourceTableNo1
26%
28%
18%
6%
above18
2530
3145
4560
22%
above60
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Interpretation:
The above table and graph shows the age group category of the respondents. Data was
collected from all different age categories ranging from above 18 years group 26% of the
respondentsbelongedtoagegroupabove18years.28%ofrespondentsbelongedtotheage
group between 2530 years, 22% of the respondents belonged to age group between 3145,
18%oftherespondentsbelongedtoagegroupbetween45and60and6%oftherespondents
belongedtoagegroupabove60years.
TableNo2 DistributionofrespondentsbasedonMonthlyIncome
Monthlyincome Numberofrespondents Percentage
Lessthan10,000 12 8
10,00125,000 69 46
25,00150,000 54 36
Above50,000 15 10
Total 150 100
Source(PrimaryData)
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ChartNo Distributi
Interpre
Fro
haveinc
36%ofr
income
ation:
theabov
melessth
espondents
bove50,00
36
tableitsh
n10,000,
haveinco
0.
10
nofrespo dentsbasedonMont
wsthatth
6%ofresp
erangingf
8%%
responden
ndentsha
rom25,000
46%
tswithinco
eincomer
150,000,a
lyIncome
SourceT
melevel,8
ngingfrom
d10%ofr
lesstha
10,0012
25,0015
above5
10,000
5,000
0,000
,000
bleNo2
ofrespon ents
10,000125,000,
havespondents
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TableNo3Distributionofrespondentsbasedonthefactorsconsideredinpurchase
ofHeroMotorcycles.
Factors Numberofrespondents Percentage
Brandimage 27 18
Mileage 54 36
Design 24 16
Price 45 30
Total 150 100
Source(PrimaryData)
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ChartN 3Distrib tionofres ond
HeroM
Interpre
Fro
respond
designw
The
consider
torcycles
ation:
m the abo
nts go for
hilebuying
analysisof
ingmileage.
e table it
mileage, 30
theHeroM
atashows
16%
30%
entsba
shows that
% of respo
sedonthe actorscons
torcycles.
hatthema
18% of re
dents go f
orityofres
18%
36%
pondents
r price and
ondentsp
ideredinp rchase of
bran
SourceTa
o for Bran
16% of re
rchaseHer
mila
desi
price
dimage
e
n
leNo3
name, 36% of
pondents g
Motorcycl
o for
esby
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TableNo4 Distrib tionofres ondentsb sedongift receivedf omHeroMotors.
Baseon
Yes
No
Total
ChartN
GiftsReceiv
4Distribu
ed Numberof
ionofresp
58%
63
87
150
ondentsba
0%
espondent
edongifts
s Per
42
58
10
Sourc
receivedfr
S
42%
centage
e(Primary ata)
mHeroM tors.
yes no
ourceTableNo4
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Interpretation:
Fromtheabovetable,4 2% r es po nd en tssaythattheyg fromHeromotorsatthe
timeofbuying,and58%respondentssaythattheydidntgetanygiftfromheroHondamotors
etimeofpurchasing.
e analysisof data shows the majorityof responden ay that theydidntgetany
giftsfromHeromotorsatthetimeofpurchasing.
TableNo:5Distributionoftherespondentsbasedonthemedia(Television)influenced
opurchaseHeroTwoWheelers.
Television Numberofrespondents Percentage
of otgift
atth
Th that tss
t
Mostinfluenced 102 68
Moderatelyinfluenced 39 26
Leastinfluenced 9 6
Total 150 100
Source(PrimaryData)
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ChartN
topurch
5 Distribu
aseHeroT
ionofther
oWheeler
espondent
.
basedonthemedia( elevision)i fluenced
0
10
Interpre
ascomp
are least
paper,a
Televisio
20
30
40
50
60
70
ation:
romtheab
aredto
26
influenced
theother
he analysis
n.
mosti n fl e n ti a l
ovetable,6
,who
feel
byadvertis
ormsofme
of the dat
i
oderate
8%findtha
thatadvert
mentson
ia.
shows th
nfluential
lessi n fl u e t i al
Source
levisionare
TableNo5
mostinflutadvertise entsonte ential,
isementsinfluence
the
only
moderately,
an
6%,
elevision,t king into onsideration, internetnews
t majority of respond nts are m st influenc d by
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Interpretation:
From the above table it shows that 4% of respondents are most influenced, 22% are
influenced and 74% the med purchase Hero
Motorcycle.
TheanalysisofthedatashowsthatmajorityofrespondentsarelessinfluencedbyInternet.
ionofthe pondentsbasedonthemed influencedto
purchaseHeroTwoWheelers
Newspaper Numberofrespondents Percentage
moderate are less influenced by ia internet to
TableNo7 Distribut res ia(Newspaper)
Mostinfluenced 42 28
Moderateinfluenced 72 48
Lessinfluenced 36 24
Total 150 100
Source(PrimaryData)
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ChartN 7Distributionofther spondentsbasedont emedia(Newspaper) nfluenced
topurchaseHeroT oWheeler .
Interpre
Fr
moderat
TwoWh
The
ewspaN
ation:
m the abo
e influence
elers.
analysisof
er.
e table it
and24%
hedatash
24%
hows that
re less infl
wsthatm
48%
0
28% of res
encedbyt
jorityofre
28%most influ
ondents ar
emedian
pondentsa
Sour
e most infl
wspapert
remoderat
moderate i
less influn
ced
nflunced
ced
etableno
enced, 48 are
Heroopurchase
lyinfluenc dby
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Interpretation:
Fromtheprintmediatheabovetableshowsthat42%ofrespondentsaremostinfluenced,
oderate influenced ced b to purchase Hero
Motors.
The analysis of the data shows that majority of respondents are most influenced by Print
TableNo9 DistributionofrespondentsbasedonadvertisementofHeroMotorsin
ber ofrespondents rcentage
32% are m and 26% are less i nfluen y print media
media.
differentmedia.
Media Num Pe
TV 69 46
Newspaper 54 36
Internet 3 2
Hoardings/billboards 15 10
Handouts 9 6
Total 150 100
Source(PrimaryData)
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ChartN 9 Distribu ionofrespondentsba edonadvertisement fHeroMot rsin
differen media.
0%
Interpre
Fr
televisio
internet,
handout
T
inTelevi
5%
10%
25%
15%
20%
30%
35%
40%
45%50%
tv newspaper in ernet holdings/bill
boards
handouts
Source
ation:
omthe ab
,
36%
of
r
10% of re
s.
heanalysis
ion.
vetable it
espondents
pondents
fthedata
howsthat
have
seen
ave seen i
howsthat
46%ofres
in
news
p
hoardings
ajorityof
ondentsw
ableNo9
tchedthe dvertisem nt in
aper,
2%
o
responde ts
have
se n
in
, and 6% of responde ts have see
espondent watchedt eadvertise
n in
ment
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TableNo10 Distributionofrespondentsbasedondifferentmediaofadvertising
impressed
Media Numberofrespondents Percentage
TV 78 52
Newspaper 30 20
Internet 6 4
Hoardings/billboards 15 10
Handouts 21 14
Total 150 100
Source(PrimaryData)
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ChartN 10 Distributionofres ondentsb sedondifferentmedi ofadvertising
impressed
Interpre
Fr
advertis
impress
lookingt
The
advertis
0%
10%
20%
30%
40%
50%
60%
tv news aper internet holdings han outs
Source ableNo10
by watchin
ation
m the ab
mentintel
ve table it
evision,20
shows tha 52% of r spondents
ssedbyne
impressed the
ofrespon entsimpre
hoardings,
spaper,4 ofrespon ents
d by inter et, 10% impressed by and 14% o responde ts impress d by
headvertis mentinha douts.
analysis of the data shows that ajority of respondents impressed by watching the
mentin
tel vision.
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TableNo11 Distributionofrespondentsbasedonthefactorsofadvertisementin
media(Television)impressed
Numberofrespondents PercentageMedia(TV)
Celebrity 30 20
Theme 33 22
Song 48 32
Music 39 26
Total 150 100
Source(PrimaryData)
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ChartN 11 Distributionofres ondentsb sedonthefactorsofadvertisementin
media( elevision)i pressed
0%
5%
Interpre
Fro
respond
respond
The
oneoft
10%
15%
20%
25%
30%
35%
ation:
theabov
nts impre
ntsimpres
analysisof
efactorso
celebrity
table itsh
sed by th
edbymusi
hedatash
advertisem
th
owsthat2
me, 32%
inthetele
wsthatm
entintelevi
eme
%ofrespo
of respond
isionmedi
jorityofre
sionmedia.
song
dents Imp
ents impre
.
pondentsi
mu
SourceT
essedbyc
ssed by so
pressedb
ic
Column1
Column2
Column3
ableNo11
lebrities,2
ng and 26
Themewh
%of
% of
ichis
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TableNo12Distributionofrespondentsbasedonthefactorsof dvertisementin
media(Newspaper)impressed
Numberofrespondents Percentage
a
Media(Newspaper)
Celebrity 48 32
Contents 42 28
Colour 33 22
Design 27 18
Total 150 100
Source(PrimaryData)
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ChartN 12 Distributionofres ondentsb sedonthefactorsofa
media(
Interpre
F
areimpr
thenew
T
oneoft
1
2
2
3
3
ewspaper)
ation:
romtheab
essedbyco
papermed
heanalysis
efactorso
0%
5%
0%
5%
0%
5%
%
%
cele
impressed
vetableit
ntent,22%
ia.
ofdatasho
advertisem
ritycont
howsthat
reimpress
sthatmaj
entinmedi
entsc
2%ofresp
dbycolou
rityofresp
newspape
olour
ndentsare
and18%a
ondentsim
r.
design
dvertiseme
impressed
ntin
GRAPH7
Column1
Column2
SourceTableNo12
ycelebrity,
reimpressedbydesign
ressedby elebritywh
28%
from
ichis
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TableNo13 Distributionofrespondentsbasedonthefactorsof advertisementin
media(Handouts)impressed
edia(Handouts) Numberof respondents PercentageM
Contents 54 36
Colour 24 16
Design 45 30
Celebrity 27 18
Total 150 100
Source(PrimaryData)
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ChartN 13 Distributionofres ondentsb sedonthefactorsofadvertisementin
media( andouts)i pressed
0%
5%
10%
Interpre
Fro
of respo
respond
mediah
15%
20%
25%
30%
35%
40%
conten s colour d esign celebrity
ourceTabl No13
ation:
mtheabovetable its owsthat3 %ofrespondentsareimpressed ycontents,16%
ndents impressed by olour, 30% of respon ents impressed by de ign and 1 % of
ntsimpres edbycelebrityfromthemediaha dout.
heanalysisofdatash wsthatmajorityofre pondents i pressedb contents i the
ndouts.
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TableN 14 Distri utionofrespondentsbasedonth factorsof dvertisem ntin
media(I ternet)im ressed
Media(I
Design
Colour
Music
Content
Total
ChartN
media(I
nternet)
14 Distrib
ternet)im
0%
5%
10%
15%
20%
30%
25%
3
4
3
3
1
utionofres
ressed
design
umberofr
6
5
0
9
50
ondentsb
colour
spondents
sedonthe
music
Perc
24
30
20
26
100
factorsofa
cont
ntage
Source(PrimaryData)
ntindvertiseme
Source
nts
TableNo14
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Interpretation:
sig 30%
20%ofrespondentsare impressedbymusicand26%of
respondentsareimpressedbycontentfromtheinternetmedia.
Theanalysisof thedatashows thatmajorityofrespondents impressedbycontents in
theinternetmediaofadvertising.
TableNo15 Distributionofrespondentsbasedonthefactorsofadvertisementin
impressed
ardings) mberofrespondents rcentage
Fromtheabovemediaitshowsthat24%ofrespondentsareimpressedbyde n,
ofrespondents impressedbycolour,
media(Hoardings)
Media(Ho Nu Pe
Design 57 38
Colour 33 22
Contents 60 40
Total 150 100
Source(PrimaryData)
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ChartNo15 Distributionofrespondentsbasedonthefactorsofadvertisementin
media(Hoardings)impressed
Fromtheabovetableitshowsthat38%ofrespondentsare impressedbydesign,22%
ofresp
y contents
0%
5%
10%
15%
20%
25%
30%
35%
design colour music contents
SourceTableNo15
Interpretation:
ondents impressedbycolourand40%ofrespondents impressedbycontentsfromthe
mediahoardings.
The analysis of the data shows that majority of respondents impressed b
fromthemediahoardings.
-
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TableNo16 Distributionofrespondentsbasedonreactionaf watching
advertisementofHeroMotors.
Reaction Numberofrespondents Percentage
ter
Thoughtofinformationsearch 39 26
Visitedshowroom 21 14
Contactedfriends 36 24
Noreaction 54 36
Total 150 100
Source(PrimaryData)
-
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ChartN 16 Distributionofres ondentsb sedonrea tionafter atching
advertis mentofH roMotors
Interpre
F
14%ofr
36%ofr
T
watchin
ation:
romtheab
spondent
spondents
he analysis
theadverti
0%
5%
10%
25%
15%
20%
30%
35%40%
inf searchv is it dshow room
ontactedf ri e d snoreaction
ourceTabl No16
vetableit howsthat 6%ofresp ndentswillthinkofinformationse
thinkofvi
thereisno
of the dat
sementof
itingshowr
eactionaft
shows th
eroMotor
oom,24%o
rwatching
t majority
.
fresponde
advertisem
of respond
tscontact
ntofHero
n ts show
riends,and
arch,
from
after
Motors.
o reaction
-
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TableNo17 Distributionofrespondentsbasedonopiniontowardsadvertisementof
HeroMotors
Opinion Numberofrespondents Percentage
Verygood 36 24
Good 42 28
Moderate 54 36
Poor 18 12
Total 150 100
Source(PrimaryData)
-
8/13/2019 Project Report of Hero Honda
74/93
ChartN 17 Distributionofres ondentsb sedonopi iontowar sadvertise entof
HeroM tors
Interpre
Fro
respond
respond
T
towards
tation:
m the abo
nts opini
ntsopinio
e analysis
advertisem
0%
5%
10%
15%
20%
35%
25%
30%
40%
v rygoodgood
moderatepoor
SourceT bleNo17
e table it shows that 4% of res
n is good
ispoorto
of the da
ntofHero
, 36% of
ardsadver
a shows t
Motors.
respondent
isementof
ondents o
s opinion
HeroMoto
pinion is very good, 2 % of
is moderate and 12 of
s.
at majorit of respondents opinion is moderate
-
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TableN 18 Distributionofres ondentsb sedoncel britiestopromoteHeroMotors
Yes
No
Total
ChartN
Interpre
F
necessar
T
necessar
18 Distrib
ation
rom the a
yand52%
heanalysis
ytopromo
5
utionofres
ove table
fresponde
ofthedata
eHeroMot
2%
umberof
2
8
50
ondentsb
it shows t
tssaycele
showsthat
ors.
0
espondent
sedoncel
at 48% o
ritiesaren
majorityof
0
Per
48
52
100
britiestop
responde
tnecessar
respondent
48%
entage
So