EXECUTIVE SUMMARY

The expectations of the consumers are quite high. Many expect high design, comfort, and mileage in lower cost involvement. The experience of the consumers and their rating of the bikes are moderate, proper awareness campaigns should be given importance. The perception of the consumers depends mainly on annual income, expected and actual performance of the product as well as external influencing like society, etc., consumers prefer to advice of others also. Consistency in performance, level of satisfaction also has major impact. The study of the consumer perception towards Hero Honda bikes gives an idea of individual preference towards the product based on various influencing factors like price, group influences, social influences and psychological influences. The main objectives of the study is to analyze the position of Hero Honda in the consumers mind, to measure the perception level with regard to price, maintenance cost, service, advertisement effect, performance, safety, mileage, comfort, design and etc., to know the reason preferring the particular brand over the other brands and finally to receive suggestions for the further improvement.

TABLE OF CONTENT

CHAPTER-1

INTRODUCTION Hero Honda is the market leader in the India two-wheeler industry and has a Substantive product line and a good serviceability. The study is aimed at Knowing the brand positioning, the strengths and weaknesses and the quality of service from the Hero Honda service centres in Hyderabad. For this a Survey was conducted and the opinion of customers visiting these service Centers was taken in to consideration for the sake of this study. The Questionnaire consists of questions related to the qualitative and technical aspects. The inferences are drawn out of the information received and suggestion are made. Important and relevant data has also been analysed from the internal sources like the company reports and other secondary sources like Newspapers, magazines and the Internet. HERO HONDA * Hero Honda Achiever * Hero Honda CD Dawn * Hero Honda CD Deluxe * Hero Honda Glamour * Hero Honda Glamour-Fi * Hero Honda Karizma * Hero Honda Passion Plus * Hero Honda Pleasure * Hero Honda Super Splendor * Hero Honda Splendor NXG * Hero Honda CBZ X-Treme

CHAPTER-2

COMPETITORS
BAJAJ Bajaj Pulsar is a motorcycle brand owned by Bajaj Auto in India. The two wheeler was developed by the product engineering division of Bajaj Auto in association with motorcycle designer Glynn Kerr Tokyo R&D.[1] Currently there are four variants available -with engine capacities of 135 cc, 150 cc, 180 cc and 220 cc. previously it was also offered with 200 cc DTS-i oil cooled engine, which now has been discontinued. More than a million units of Pulsar were sold by November 2005. With monthly sales of more than 48,000 units in June 2009, Pulsar is the leader in the 150 cc segment in India with a market share of 43%.[2] Before the introduction of the Pulsar, the Indian motorcycle market trend was towards fuel efficient, small capacity motorcycles (that formed the 80-125 cc class). Bigger motorcycles with higher capacity virtually did not exist (except for Enfield Bullet). The launch and success of Hero Honda CBZ in 1999 showed that there was demand for performance bikes. Bajaj took the cue from there on and launched the Pulsar twins in India on November 24, 2001.[3] Since the introduction and success of Bajaj Pulsar, Indian youth began expecting high power and other features from affordable motorcycles. The project was faced with internal resistance, reservations by Mckinsey and doubts on its effects on Bajaj's relation with Kawasaki. The project required approximately 36 months for completion and cost Bajaj Rs 1 billion.

Bajaj Auto Ltd * Bajaj Avenger * Bajaj CT 100 * Bajaj Platina * Bajaj Discover DTSi * Bajaj Pulsar DTSi * Bajaj Wave * Bajaj Wind 125 * Sonic DTSi

YAMAHA Yamaha Corporation (Yamaha Kabushiki Gaisha) is a multinational corporation and conglomerate based in Japan with a wide range of products and services, predominantly musical instruments, electronics, motorcycles and power sports equipment. Yamaha Motor Company Limited is a Japanese motorized vehicle-producing company. Yamaha Motor is part of Yamaha Corporation and its headquarter is located in Iwata, Shizuoka. Along with expanding Yamaha Corporation into the world's biggest piano maker, then Yamaha CEO Genichi Kawakami took Yamaha into the field of motorized vehicles on July 1, 1955. The company's intensive research into metal alloys for use in acoustic pianos had given Yamaha wide knowledge of the making of lightweight, yet sturdy and reliable metal constructions. This knowledge was easily applied to the making of metal frames and motor parts for motorcycles. Yamaha Motor produces motorcycles,all-terrain vehicles, boats, marine engines including outboards, automobile engines, personal watercraft and snowmobiles. The Yamaha corporate logo is composed of three tuning forks placed on top of each other in a triangular pattern. In 2000, Toyota and Yamaha Corporation made a capital alliance in which Toyota paid Yamaha Corporation 10.5 billion for a 5 per cent share in Yamaha Motor Company while Yamaha and Yamaha Motor each bought 500,000 shares of Toyota stock in return. Yamaha Motor Company was founded by Torakusu Yamaha (in Japanese Yamaha Torakusu); Yamaha means "mountain leaf".

* Yamaha Cruxes * Yamaha G5 * Yamaha Gladiator

KINETIC Kinetic Engineering Limited is an automotive component manufacturer in India which formerly sold two-wheelers under the brand names Kinetic Honda and later Kinetic. In 2008, it stopped selling two-wheelers after entering into a joint venture with Mahindra Automobiles, where Mahindra held the major (80%) stakes. By this joint venture, Mahindra acquired the two-wheeler manufacturing facilities as well as the then selling brands of Kinetic. The brand Kinetic-Honda is remembered for its legacy 2-stroke scooters, with variomatic transmission and electric start, first in India when it was launched (in 1984) and the only in India until the late 1990s. Part of the Firodia Group of Companies, a pioneer in the Indian automotive sector, Kinetic Engineering started its operations in the year 1972. It entered into a joint venture with Honda in 1984 and started selling scooters under the brand name Kinetic Honda. In 1998, the joint venture split and the company continued to sell scooters under the brand name Kinetic. Soon the company entered into the fastest growing motorcycle market but its endeavor failed and put the company into debt. With direct competition from the former ally Honda, which had now established itself as the leading scooter manufacturer (HMSI) in India, Kinetic lost its exclusive market foothold by the mid 2000s. Now having withdrawn from two-wheeler manufacturing, Kinetic Engineering continues to be a major player in the auto components manufacturing and exporting sector in India. Kinetic Motors again started its operations from January 2011. Kinetic introduced its very popular brand Kinetic in 4 stroke version and going to launch 3 more new models to compete the market.

* Kinetic Aquila * Kinetic Boss * Kinetic Challenger * Kinetic Comet * Kinetic GF * Kinetic Stryker * Kinetic Velocity

TVS TVS Motor Company is the third largest two-wheeler manufacturer in India. It is the flagship company of the parent TVS Group employing over 40,000 people with an estimated 15 million customers. It manufactures motorcycles, scooters, mopeds and auto rickshaws. It is India's only two-wheeler company to have won the Deming Prize awarded for commitment to quality control, received in 2002.

CHAPTER-3

SEGMENTATION
.
Demographic Segmentation

Age-17-28 Gender- Male, Occupation Youngsters

Psychographic Segmentation Social class Middle class Upper class

Behavioral Segmentation Benefits loyal to Brand Experiencers Believers

CHAPTER-4

TARGETING

In this figure, it is shown that HERO HONDA has launched its bikes in different markets on the differences of prices, features, looks, speed etc.

Age: 20-30 Gender: Males Density: Urban Customer Class: Business class Those who love: Adventures, Excitement , Thrill, Glamour.

Benefits: Comfort, power, quality, performance, sports, Stylish. Masculine, and Best machine.

CHAPTER-5

POSITIONING

PUNCHLINE - Above all. TAGLINE jet set go, Always game, SLOGAN Desh ki dhadkan MESSAGE The advertisement gives the message that if you are an adventure, thrill, loving person than you should definitely drive this bike, because it is made for those people only. IMPACT Youngsters gets attracted because of the feelings of adventure, thrill, sports, glamour and style. U.S.P. - PGM-FI (Programmable Fuel Injection)

CHAPTER-6

RECOMMENDATIONS
For gaining a competitive advantage it has to continuously compare the product and services with the competitors and find the weak area of the rivals for gaining competitive advantage. Surveys revealed that awareness of Hero Honda Motors is low among its target segment for creativity awareness. The company has to take some keen step for promotional activity. The company should regularly send t he sales people who have good communication skill to the customers so that they should be aware about the product and services in market and know the quality of the services offered by the company.

CONCLUSION
Brand name play vital role in the customer perception. Most of the respondents choose Hero Honda bikes, because its mileage & Design Most of the respondents are satisfied with the whole performance of the Hero Honda vehicles 95% of the respondents will recommend the Hero Honda bikes to their Friends

CHAPTER-7

BIBLIOGRAPHY
http://www.scribd.com/search?query=hero+honda http://www.oppapers.com/search_results.php?action=search&query=hero+honda+karizma+zmr http://www.slideshare.net/search/slideshow?searchfrom=header&q=hero+honda http://www.oppapers.com/essays/Hero-Honda/103312