Escolar Documentos
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INTRODUCTION
0
1.1.OVERVIEW OF
AUTOMOBILE SECTOR IN
INDIA
component manufacturers,
highly
The interest of the state has been duly noted by Global Auto
Majors, who have indicated their interest to consider Andhra
Pradesh for establishing manufacturing facility.
castings,
precision
aluminium
castings,
leaf
components,
pistons,
cylinder
liners,
nozzles,
delivery
world's
largest
bicycle
manufacturer.
the
group
reach
in
the
interiors
of
the
country.
rise.
Over the years, the Company has received its share of accolades,
including the National Productivity Council's Award (1990-91), and
the Economic Times - Harvard Business School association of
India Award, against 200 contenders.
Hero Honda
o
cbz
CBZ Xtreme
splendor
Splendor plus
Super splendor
CD 100
CD 100ss
CD dawn
CD deluxe
Street smart
Passion
Passion plus
Karizma
Ambition 135
Hunk
1.5.STRUCTURE
Hero
Honda
Motors
Ltd
(HHML),
the
worlds
largest
two-wheeler
volumes with a robust 24 per cent growth in the month of February 2009
over the corresponding month in 2008. Hero Honda today reported sales of
329,055 units in the month of February 2009, as compared to 265,431 twowheelers in February 2008.
Despite an overall slowdown, Hero Honda continues with its accelerated
growth story. In the period April08-January09, while overall industry grew
by 1.7 per cent, Hero Honda has grown by 10.7 per cent. Now with its
robust performance in February, Hero Hondas YTD growth has further gone
up to more than 11 per cent.
Mr. Anil Dua, Sr. Vice-President (Marketing & Sales), Hero Honda Motors Ltd
said, Our new launches, including Passion Pro Power Start in particular,
have been driving strong volumes across geographies, further consolidating
our more than 56 per cent share in the domestic motorcycle market. We
have just introduced a Special Edition Hunk to commemorate our 25th Year,
which is also expected to catch the fancy of our customers.
The consistently-positive
performance
in
Award
for
Hero
Honda
Pleasure,
and
The
Best
Brand
Ambassador of the Year Award which went to Priyanka Chopra for Pleasure.
[Source: Hero Honda Motors Ltd]
Similar Posts:
Honda & Hero Honda Motors To Continue Further Their 25 Year Old
Partnership
INDUSTRY SCENARIO
In the present scenario of automobile industry the major companies are: Manufacturers
Products
% of market share
HERO HONDA
BAJAJ AUTO
LML
TVS
YAMAHA
ENFIELD
Motorbikes
Scooter+Motorbikes+ Scooterate
Scooter+Motorbike+Scootrate
Motorbikes+Scootrate
Motorbikes
Motorbikes
According to the recent results company (Hero Honda) registered a sales increased
by 24.5% over the past years. Same month TVS also registered increase of 45%
while the other companies are not enjoying quiet good increase in sales. While the
whole industry registered an increase of about 17% only. So in present scenario the
Hero Honda comes as the leader of whole automobile segment while there is
immense competition in industry to get the highest market share.
VISION
8
&
MISSION
1.3 VISION & MISSION THE
COMPANY
MISSION STATEMENT
IN PURSUIT OF EXCELLENCE
We, at Hero Honda, are continuously striving for synergy between technology,
systems, and human resources to provide products and services that meet the
9
quality, performance, and price aspirations of our customers. While doing so, we
maintain the highest standards of ethics and societal responsibilities, constantly
innovate products and process, and develop teams that keep the momentum going
to take the company to excellence in the new millennium.
1.4.Performance of Hero
Honda
What started out as a Joint Venture between Hero Group, the worlds largest
bicycle manufacturers and the Honda Motor Company of Japan, has today become
the Worlds single largest two wheeler Company. Coming into existence on
January 19, 1984, Hero Motors Limited gave India nothing less than a revolution
on two-wheels, made even more famous by the Fill it Shut it Forget it
campaign. Driven by the trust of over 5 million customers, the Hero Honda product
range today commands a market share of 48% making it a veritable giant in the
10
43,000 units
1989.90
96,200 units
1998.99
5,30,600 units
1999-00
7,61,210 units
2000-01
10,29,555 units
2001.2
14,25,195 units
2002.3
17,78.392 units
2004-05
2005-06
21,75735 units
11
technology
and
the
Hero
groups
dynamism
have
Company incorporated.
1985
1987
1989
1991
1993
Hero
group
sponsors
Hero
cup
five
nations
cricket
tournament
1994
13
1995
National
Award
for
outstanding
contribution
to
the
1996
1997
1998
1999
Most admired business Baron CEO award conferred upon the Chairman
Brij Mohan Lal Munjal.
2001
2002
Ambition launched.
2003
15
This all says about the golden past of the company and the company is going on to
the path of success.
2005
Supersplender & CD Deluxe introduce
2007
Hunk are introduced
with our financial performance. It gives immense joy to see this kind of results in
the 25th year of our company. I wish to thank all our stakeholders customers,
associates, dealer friends, ancillaries and also our joint venture partners Honda
Motors Co for their continuous support."
Mr. Pawan Munjal, MD & CEO, Hero Honda Motors Ltd., said "Our numbers
speak for themselves. Even in this volatile and competitive environment, our top
line continues to outpace the industry growth, our market share is at an all time
high, and the financial balance sheet is a delight all the factors which form the
hallmark of a resilient company with cutting-edge management. We will continue
to keep innovating in bringing in technologically-superior products, in our
network expansion, in brand building, in our financial management, and in our
communication."
"Going forward, we will have to keep a close watch on the commodity prices
movement, and other factors such as inflation, interest rate scenario and
availability of retail finance. These factors will play a crucial role in the industry
growth in the subsequent quarters," he added.
Hero Honda has already rolled out its festive season initiatives, with the launch
of four new models the all-new "Passion Pro" and three refreshes of its
existing models - new CBZ X-treme, a selfstart version of Splendor NXG
and the refreshed Pleasure. During the coming months, the company will
further augment its product portfolio with new launches across segments.
Key Hero Honda brands continue to drive strong volumes across segments - CD
Deluxe in entry segment, Glamour, the new Splendor NXG, Splendor + and
Passion Plus in deluxe segment, and Hunk, CBZ X-treme and Karizma in the
premium segment.
Celebrating its 25th year, Hero Honda released an innovative music video in the
18
month of September. Titled "Hero Honda Dhak Dhak Go", and involving as many
as eight brand ambassadors of Hero Honda, the music video has been receiving
rave reviews.
Hero Honda recently won two very coveted awards - "The Most preferred Brand
of two-wheelers" award at the recent CNBC Awaaz Consumer Awards 2008, and
the "NDTV Profit Business Leadership Award".
20
ABOUT
PRODUCTS
CBZ
The Hero Honda CBZ (pronounced CeeBeeZee) is the latest offering from Hero
Honda for
the Indian market. With a 156cc engine, the company claims that the bike has a top
speed of
100kph within 5.6 seconds. Though the bike has the largest displacement engine,
its top
Speed doesnt match up to many of its competitors. In all other respects, it is a bit
too early to
22
Decide whether the CBZ will sell in the same numbers as the Splendor. Though the
initial
Market response has been good, only time will be the final arbiter.
Technical Specifications
Engine : Four-stroke/petrol
Transmission : Four-speed
Engine Displacement : 156cc
Tachometer : Yes
Max Power : 12.8b hp@8000 rpm
Wheel base: 1,330mm
Ground Clearance: 160mm
Ignition : Electronic CDI
Dry Weight: 140kg
Fuel tank Capacity: 12.5itres
Battery: 12V
Max Torque: 1.26kgm@6500rpm
Bore x stroke: 63.5mmx49.5mm
Max Speed: 120kph
Front Tyre size : 3.25x19"
Rear Tyre size: 3.50x19"
23
Splendor
A combination of style and economy makes the Splendor is a bike worth investing
in. The
Latest from the Hero Honda factory offers both performance and looks. It has good
looks,
Excellent handling characteristics and a smooth drive over any type of terrain,
thanks to the
Changes in the suspension at front and near as well as the new frame design. All
these features contribute to the Splendor being one of the best selling four stroketwo-wheelers in India. It also meets all the current pollution standards. A healthier
beat, springy ride and overall low maintenance has aided in the record-breaking
sales of this bike.
Technical Specifications
Engine : Four-stroke/petrol
Transmission : Four-speed
Engine Displacement : 97.2cc
Tachometer : No
24
The
Street
100
is
Hero
25
Technical Specifications
Engine : Four-stroke/petrol
Transmission : Four-speed
Engine Displacement : 97.2cc
Tachometer : N/A
Max Power : N/A
Wheel base : 1,205mm
Ground Clearance : 133mm
Ignition : Electronic
Dry Weight : 101kg
Fuel tank Capacity : 11litres
Battery : 12V
26
CD100SS
27
The CD100SS is designed for those who live life in the fast lane, rough and tough,
for those who would love to take a bike on the stumbling village roads. It shares
almost all components with the CD100, except for the additional reinforcement.
With larger, reinforced shock absorbers, wider tyres, heavier body weight and
engine guard, the Hero Honda CD 100 SS weights slightly more, resulting in some
cut down in the fuel economy it offers. Minor problems of the CD100 have been
rectified in the SS model. If you wish to ride into the hinterland, this is the bike for
you.
Technical Specifications
Engine : Four-stroke/petrol
Transmission : Four-speed
Engine Displacement : 97.2cc
Tachometer : No
Max Power : 7.0bhp@8000rpm
Wheel base : 1,220mm
Ground Clearance : 165mm
Ignition : Electronic
28
Features:
Engine
Displacement
97.2cc
Clutch type
Manual
Clutch Primary
Clutch Secondary
Multi-plate wet
Transmission
Final Drive
Roller chain
Ignition
Electronic
Starting
Kick starter
Frame
T-Bone type
Suspension (Front)
Suspension (Rear)
Dimensions (LxWxH)
1885x770x1060mm
Wheel Base
1210mm
Ground Clearance
135 mm
Dry Weight
95 kg
Tyres:Front/Rear
2.50"x18"/2.75"x18"
Max.Power
Max.Speed
85 Kmph
Ambition 135
Features:
Engine
Displacement
Maximum Power
Maximum Speed
Gears
Frame
Tyres: (Front)
Tyres: (Rear)
Headlight
4 stroke
133 cc
11 BHP / 11.15 PS @ 8000 rpm
100 KMPH
5
Tubular single cradle, diamond type
2.75 X 18
3.00 X 18
Trapezoidal 35 / 35 W
30
Fuel Efficiency
55 KMPL
CD DAWN
Features:
Engine
Displacement
Clutch
Gear box
Frame
Battery
Head lamp
Suspension(front)
Suspension(rear)
Wheelbase
Dimensions (LxWxH)
Ground clearance
1980x720x1045 mm
150 mm
Kerb weight
108 kgs
Tyre (front)
Tyre (rear)
Max power
Max torque
Bore x Stroke
Compression ratio
Starting
2.75 x 18-4 PR
2.75 x 18-6 PR
7.4 PS @ 8000 rpm
0.79 Kg-m @ 5000 rpm
50.0 x 49.5 mm
8.8: 1
Kick start
KARIZAMA.
If you look at the 223c mill of the Karizma, you can make out the
familiar streak that runs through the engines on the CBZ and the
Ambition. No prizes on this count as to the reason but the 223cc
Karizma engine represents - for the moment - the maximum
32
tier,
multi-stage
digital
ignition
system.
emissions in check. With all this and the extra cubic capacity, the
Karizma engine develops 16.76bhp at 7000rpm and 18.35Nm of
torque at 6000rpm. This is about 2bhp and 5Nm more than what
the Pulsar 180 makes but the reasoning is that the engine had to
be stress free and this fact holds true when out on the roads .
Transmission is via a five-speed gearbox which has had its final
drive ratios revised from those in the CBZ. A stronger multi-plate
clutch is used to take care of the enhanced power and torque
figures. This time round Hero Honda has not faulted and
equipped the engine witan electric starter even though the kick
starter to be actuated requires the front right footrest to be
folded out of the way.
ENGINE:
TRANSMISSION:
PASSION PLUS
34
FEATURES:
Displacement
Maximum Power
Gear Box
Clutch
Max. Speed
Frame
Suspension(Front)
Suspension (Rear)
Tyre Size (Front )
Tyre Size (Rear )
Brakes (Front)
97.2 cc
7.5 Ps at 8000 rpm
4 Speed Constant Mesh
Multi-Plate Wet Type
85 Kmph.
Tubular Double Cradle
Telescopic Hydraulic Fork
Swing Arm with 5 step adjustable hydraulic damper.
2.75 * 18- 4 PR /42 P
3.00*18-4/6 PR
Internal
Expanding
Shoes
Type
35
36
FEATURE OF SUPERSPLENDER
Engine
4-Stroke OHC, Single Cylinder, Air Cooled
Bore X Stroke
52.4 X 57.8 mm
Displacement
124.7 cc
Compression
9.1: 1
Ratio
Max Power
6.72 Kw (9 BHP) @ 7000 rpm
Torque
10.35 Nm @ 4000 rpm
Max Speed
90 Kmph
Clutch
Multiplate Wet
Final Drive
Roller Chain
Ignition
Digital
CDI
Ignition
(AMI)
Advanced Micro Processor Ignition system
Starting
Self Start
Frame
Tubular Double Cradle
Suspension
Front
:
Telescopic
Hydraulic
Fork
Rear : Swing Arm with Hydraulic Shock
Absorbers
Dimensions
1995 X 735 X 1095 mm
(LXWXH)
Wheel Base
1265 mm
Ground Clearance 150 mm
Kerb Weight
121 Kg
Tyres
Front : 2.75 X 18 - 4 PR / 42P
Rear : 2.75 X 18 - 6 PR / 48P
Brakes
Front Drum Type : Internal Expanding Type 130
mm
Dia
Rear Drum Type : Internal Expanding Type 130 mm Dia
Fuel
Tank 12 Ltrs. (Min)
Capacity
Head Light
12V - 35W Multi Reflector Halogen Bulb - AC
Type
HUNK
37
38
BRAND AMBASSADOR
The company signed the Indian skipper of cricket team Saurav Ganguly,
Virendra Sehvag, Harbhajan Singh, Zaheer Khan & Yuvraj Singh as its brand
ambassadors joining the add campaign together to promote Ambition. All of
these celebrities are the member of Indian cricket team and very much popular in
younger generation. In the last year with the launch of its new premium bike
Karizama Hero Honda signed its new brand ambassador who is a cine star and is
also very popular. He is Hritik Roshan.
39
Automated Workshops
Hero Honda has the largest chain of Automated Workshops
providing service to their valuable customers by using latest
service technology. Automated Workshops have standard layout,
hydro electric motor cycle lifts, dust free engine rooms and use
pneumatic tools and equipment to ensure quality repair in
customers motorcycle. The workshop environment and usage of
pneumatic
tools
increases
mechanics
efficiency
and
their
40
Training
The regular Technical Training Programmes for Dealers Workshop
staff to keep them updated and refreshed about the latest price
technology, product technical details as well as service and repair
procedures to handle customers motorcycle with utmost care as
well as to provide them the service quality of highest order is a
focus area at Hero Honda. Hero Honda has six (06) training
centers across the country. There are 05 zonal training centers of
Pune, Bangalore, Calcutta, Chennai and Delhi to take care of
technical training requirements of dealers in each zone as well as
local technicians. There is a National Training Center at Dharuhera
to take care of all advanced level technical programmes for our
dealers staff and our in house service engineers. Hero Honda
keeps an organizing Dealers Mechanics Contest at Zonal Level
and
National
Level
to
develop
competitive
spirit
among
Customer Service
Hero Honda keeps on taking always-new initiatives to maintain its
leadership on service as well as enhance customer satisfaction
level on an ongoing basis. Some of the new initiatives related to
customer service are as follows: 41
Customers
shall
be
educated
on
Safe
Riding
42
43
PROBLE
MS
Honda Motorcycles and Scooters, India can take away market share
and cause joint venture to go sour.
44
45
PARTII
46
OBJECTIVE
47
The study was done primarily with the following objective in mind.
To study the brands of Hero Honda & consumers perception
with its competitors.
To know why people buy Hero Honda and why some people
prefer other company.
To study the features of different brands that give a good
idea of various products and services offered by the
company.
To understand the competitive environment in which the
company is operating and is desired to meet customer need
and satisfaction.
48
METHODOLOGY
49
2.2 METHODOLOGY
The methodology used in conducting the research work on HERO HONDA with
major emphasis on its sales and marketing strategies involve the following steps:
Why I have selected HERO HONDA only?
I have selected Hero Honda for my research project because it is
the company that is growing day by day. It has
maximum
market
share
with
comparison
to
its
and
it
is
also
the
highest
two-wheeler
manufacturer.
Questionnaire
B. Secondary data:
The sources from which secondary data was collected:
Press releases of the company.
Newsletters and In-house journals.
Brochures and detailed descriptive leaflets
51
2. Research approach:
It means the way by which the information was collected.
Visiting the various places of Delhi, getting the questionnaire
filled by different individuals.
Beside this, frequent visit to the showrooms of the company
was of great help to conduct the analysis and research work.
3. Contact methods:
Instrument or Data collected Forms: It is the method by which data is gathered.
It could be done through various instruments like questionnaires, observations,
getting information from the staff members of the agency, contacting to the
motor mechanics was sufficient enough to conduct the study.
4. Collection of information:
The primary information was collected by face-to-face and direct interviews
with the peoples and the customers. They provide the relevant information
52
regarding the profile of the company as compared to the other company in the
Indian market. Most employees suggested visiting companys web site, as it was
not possible for them to spare time from their busy schedules.
The secondary sources of information were various web sites of the companies,
newspapers & magazines such as The times of India, The Hindustan Times,
Business world, Auto India, etc.
53
SWOT
ANALYSIS
54
SWOT Analysis
Environmental Scan
Internal Analysis
External Analysis
Strength
Weaknesses
Opportunities
Threats
55
Honda Motorcycles and Scooters, India can take away market share and
cause joint venture to go sour .
58
DATA
ANALYSIS
2.5 Analysis
Sale of Hero Honda in Rural area and Urban area
59
In the survey of rural as well as urban area it is found that in rural area the sale of
Hero Honda is less but in urban area it gives very exiting result. This may be
because of the conditions of roads there.
Area
% of Respondents
Urban Area
72
Rural Area
28
28%
72%
Urban Area
Rural Area
Areas
% of respondents
Motijheel
42
Maripur
12
Chatta Chock
26
Mithan Pura
14
Other
6
6%
14%
42%
26%
12%
Motijheel
Maripur
Chatta Chock
Mithanpura
Other
61
% of Responses
5000-10000
10
10000-15000
46
15000-20000
36
Above 20000
08
8%
10%
36%
46%
5000-10000
10000-15000
15000-20000
Above 20000
% Of respondents
96
04
62
4%
96%
Driving known
% of respondents
18
63
Look
11
Availability
Price
Maintenance
Brand image
10%
12%
36%
8%
2%
22%
10%
Perf ormance
Look
Availability
Price
Maintenance
Brand image
% of Respondents
46
64
Magazine
36
Friends
14
Hoardings
02
Others
02
2%
14%
2%
46%
36%
Television
Magazine
Friends
Hordings
Others
PURCHASE OF BIKE
Almost 94 % of the respondents say that they have purchased the bike by cash.
Only 6% of the respondents say that they have purchased their bike through bank
loans.
Purchase Type
% of Respondents
Cash Purchase
94
65
Hire Purchase
06
6%
94%
Cash Purchase
Hire Purchase
DECISION INFLUENCED BY
Maximum no. of the Respondents have taken decision to buy the bike
on their own. After that their friends and parents influenced them.
Influencer
% of Respondents
Parents
Self
16
54
66
Friends
18
Relatives
08
Others
04
4%
8%
16%
18%
54%
% of Respondents
CD100
Yamaha RX100
62
32
67
Others
06
6%
32%
62%
RATING OF BIKES
42% of the respondents have rated as the best bike they have used, but it is facing a
stiff competition from Pulsar & Fierro.
Bikes
% rating by Respondents
Splendors
38
Passion
08
68
Ambition
06
Pulsar
28
Fierro
14
Others
06
6%
14%
38%
28%
8%
6%
Splendor
Passion
Ambition
Pulsar
Fierro
Others
69
SURVEY REPORT
70
WORKS:
It quantifies the initial quality of two wheelers in the form of the
universally accepted metric Problems per 100 vehicles (PP100V)
Ranks all the popular models as per their quality performance
Links the quality findings with the customer viewpoint
Vehicle
PP100V
Honda
146
LML
Kinetic
183
TVS
196
Bajaj
196
Yamaha
165
223
Maximum
transmissions:
46% of the problems reported by customers were problems like
high fuel consumption, starting trouble, erratic / rough gear
shifting, noisy / loose drive chain etc. All these problems are
related to the engine & transmission. Another 12% of the
problems were attributed to miscellaneous aspects like battery
discharged,
stand
hard
to
operate,
etc.
Perhaps this is the most complex part of the two wheelers and
hence poses maximum challenge to the quality control guys in
the manufacturing units.
72
ENGINE Trouble..
Splendors the largest selling executive bike from Hero Honda has
reported the lowest number of problems with ENGINE (37 PP100V)
closely followed by the newly launched geared scooter Eterno (38
PP100V) from Honda.
Manufacturer
average
1
Honda
100
LML
Hero Honda
67
Bajaj Auto
43
100
73
TVS
33
Yamaha
33
Kinetic
25
Manufacturer
List of
models studied
* Bajaj
1
Boxer
Caliber 115
Pulsar 150 /
180
4
Spirit
*Hero Honda
f
5
Ambition
CD-100 / SS /
Dawn / CD Dawn
7
Splendor /
Passion
74
*Kinetic Engineering
8
Boss
*LML
Freedom
*TVS
10
Max 100 R /
DLX / DC
11
Victor
*Yamaha
12
Crux / Crux R
13
Enticer
14
Libero
Overall Satisfaction
Overall quality
Locks
Handle
75
Lights
Body
Transmission
Engine
Wheels
Riding
FINDINGS
76
2.6. FINDINGS
It is clear from the report that the Hero Honda Motors is facing
cutthroat competition; hence the companys manager has to be
fast and smart so as to understand the customers needs. They
have to come up with various new techniques or schemes to be
able to cater to different categories of people.
Customers are becoming more wise day by day and they are now
willing to know all the in and out of the things happening around
them. This has led to increased customer awareness.
We can analyze that if the brand is reputed that doesnt win the
customers delight unless its provided same value-added features
or else we can say competitive advantage.
77
CONCLUSIONS
78
2.9. CONCLUSION
The Indian two wheeler industry today offers more than 70
models to a buyer. And manufacturers are launching new
models every day More than 20 models were launched in
the last year.
Top this up with a variety of promises ranging from free gifts
and financial schemes to the attractive looking models and
jingles in the advertisement.
In this whirlwind of speed and confusion maze, choosing the
right pair of wheels can be a trying experience for the
79
common man.
In such a situation, the buyer has to first narrow down his
search to a given category of two wheeler. A lady doctor may
decide to look only at gearless scooters while a collegian
with a rich father may only look at premium bikes.
Most of youngster preferred stylish and good looking bike
which are high capacity engine
In rural area most of people preferred high mileage and
comfortable
bike.
lesser
problems?
See
yourself!
80
RECOMMENDATI
ON
2.7. RECOMMENDATION
81
82
LIMITATIONS
83
84
Since all the products and services are not widely used by all
the customers it is difficult to draw realistic conclusions
based on the survey.
ANNEXURE
85
Questionna
ire
86
__________________________________________________
Address _____________________________________________
_____________________________________________
3.
Phone No.
Mobile No.
4.
Age
___________________
___________________
18 22 years [ ]
28 32 years [ ]
23 27 years [ ]
above 32 years
[ ]
5.
No
[ ]
87
[ ]
No
[ ]
Hero Honda
Yamaha
Bajaj
L.M.L.
[ ]
[ ]
[ ]
[ ]
88
________________________________________________________.
___________________
___________________
CD100
Sufficient [ ]
Sufficient [ ]
___________________
Sufficient
[ ]
Passion + ___________________
CBZ
Karizma
Sufficient [ ]
___________________
Sufficient [ ]
___________________
Sufficient [ ]
[ ]
Very Good
[ ] Out standing
[ ]
[ ]
[ ]
89
[ ]
[ ]
Very Good
Out standing
[ ]
[ ]
Thanks
Surveyed by:
Checked by
90
BIBLIOGRAPHY
91
BIBLIOGRAPHY
BOOKS:
Marketing Management by Phillip Kottlar.
Marketing Management by T.N.Chabbra.
INTERNET:
www.herohonda.com
www.google.com
92