Escolar Documentos
Profissional Documentos
Cultura Documentos
of
Professor
NAMITA
S.
TALASANIA
of.
Preface
As we know business management as a science has
developed very fast during last four decades. Previously it was a
discipline subject but now it has grown into a science of
managerial decision-making. It is phrase to build a reputation and
easy to loose it companies that focus incurred become behind to
systematic changes in markets. Competition, distribution and
media technology are observing outside. There is a fundamental
truth in which that people are an important asset of organization
line cash in put into recurring accounts human resources can
appreciate in value. The management process made up with the
help of four steps.
Dimension
Preparation
Activities
Performance
Beside the study of management on personal, financial and
marketing, there is need for detail study for particular
management putting forward topic marketing management with
specialization. Marketing mix is a much complex and wide
subject. Lots of work can be done for a small topic.
Acknowledgement
I feel pleasure to submit this report, which includes
the practical aspect of study. I am very happy to express my
deepest gratitude to all the persons who spared their valuable time
and helped me a lot in preparation of this report.
I am also thankful to Executives of Perfect Auto
Service, Rajkot for granting me permission for my practical
training. I am very much thankful to Mr. Sandeep makadiya
officer, for his valuable guidance, co-operation and sparing his
valuable time also.
NAYAN M. DEPANI
Contents
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PARTICULARS
PAGE
NO.
1
2
General Information
Marketing Department
3
4
5
6
7
8
9
10
INDEX
SR
PARTICULARS
PAGE
NO.
INTRODUCTION
History, Growth and
Development of Automobile
Industry
History, Growth and
Development of Hero Honda
Limited
History, Growth and
Development of Perfect Auto
2
3
4
Service
Project at a Glance
Changing Role Of Marketing
Present Marketing Scenario
INTRODUCTION
History, Growth and Development of Automobile Industry
The process of the Automobile Industry is an index of
engineering skill, though the history of the industry can trained
back to the discovery of the wheel, the real revolution in
mechanical development is only 100 years.
The real development of Automobile industry in the World
stared in the late 18th century. But the development of Automobile
Industries in India has round phases. First step was taking in
importing cars. The first car was being imported in 1989. The
second step was in late 20 s of the present century when plant in
1928 to reassemble trucks and cars. In 1930-31 Ford Motor
Company India Limited established its assembly unit in Mumbai,
Calcutta and chennai. These companies imported components and
assemble there in India. At this stage the pioneer engineer Mr.
Vivverwraya pleaded for support to the indigenous of the cars,
the British Government, denied.
The third phase started with successful culmination of
Veichand Hirachands efforts after world war in collaboration
with Chryster in setting up Premier Automobiles in Mumbai.
Earlier in 1942, Riria had established Hindustan Motors in British
Corporations.
GROWTH
In 1980 the total production of cars with at least one or two
locally made components were at little over 2100. Today almost
all auto parts and components
1984
1985
1994
1996
financial year.
Hero Honda captured 65% of market
particularly in Gujarat, and in whole India.
They got 55% of the market compared to other
auto companies.
Company Profile
1984
1985
Moped in Industry
On 1st February they launched Japanese
1989
1991
HONDA SLEEK
Introduced another nice model CD-100
1995
SS
Introduced the revolutionary new model
1997
1999
STREET
Introduced with latest technology and
2000
2001
HONDA DAWN
Introduced with attractive designed and
latest technology HERO HONDA
2002
PASSION
Introduced another powerful bike
2003
2004
PLUS
2005
2006
Project at a Glance
Name of the unit
Address of the unit
Phone Number
Fax Number
Year of Establishment
Nature of Product
Name of Chairman
Name of M.D.
Name of Marketing
Manager
Area Office
In Gujarat,
Ahmedabad, Baroda, Rajkot,
Manufacturing Unit
General Manager
Sales Manager
Finance Manager
Human Resource
Manager
Surat
Haryana & Dhule
Ketan Oza
Sandeep Makadiya
Amee Bhalodiya
Sujay Nar
In Gujarat
Hero Honda
TVS Suzuki
Bajaj (Bikes)
Yamaha
63%
7%
18%
12%
70%
60%
50%
40%
30%
20%
10%
0%
Hero Honda
TVS Suzuki
Bajaj (Bikes)
Yamaha
Index
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PARTICULARS
PAGE
NO.
1
2
Introduction
Product Mix Strategy
Product Line
List of Products
Features
After Sales Service
Credit Terms
Promotion Mix Strategy
Introduction
Advertising
Sales promotion
Personal selling
Publicity
Place Mix Strategy
Selection of channel
Introduction
Marketing is the bridge that diminishes the gap between the
product and consumer. Without marketing a production activities
would have no meaning. Only production is not enough equally
to make consumer aware of produced product. If consumers are
aware of the product then sometimes view and ideas of the
consumers are taken into account that what type of product they
want, and on this basis product has to change according to
consumer needs. Thus the sum of total activities undertaken to
satisfy the consumer want and demands constitutes the activities
of marketing.
Marketing is comprehensive firm and it includes all
resources and a set of activities necessary to direct and facilitate
to direct the flow of goods and service from product to utility
consumer in the chain of distributing. In other words marketing
comprises of all the activities involved in the determination of
consumer needs at a profit. Thus marketing encompasses all
activities set exchange conducted by producers and middlemen in
commerce for the purpose of satisfying consumer demand.
In marketing planning, marketing information is used to
assess the situation specific marketing targets are selected in the
form of market segments for each seem but a combination of a
number of devices of marketing activities that are reach a
Product Line
Product line is a group of products that are closely related to
each other, because they satisfy the need of each class of people
and the price and reasonability same in each and every market.
In todays highly competitive market, multiplying human
needs and enlarging diversification, no company is content with
producing the single product only.
Hero Honda in this situation assumes a great significance on
product line and product mix. Hero Honda mixes different
models of Bikes. Their prices, colors, and capacity differ in
different bikes and mopeds. It require because every person has
not the same choice. Therefore to meet consumer requirement
Hero Honda establishes their product, which suit best for customers.
Product line manages need the types of information. First they must
know the sales and profit of each item in the line. Second they must know
their product line.
MOPEDS
CD 100 DLX
Automatic
Sleek
Standard
CD 100 SS
Shakti 3g
Splendor
Turbo Sports
CBZ
Hero winner
Dawn
Passion
Ambition
Achiever
Glamour
Karizma
Red, Black
Red, Black
Red, Black
Black, Candy Ruby Red,
STREET
CBZ
DAWN
AMBITION
PASSION
ACHIEVER
Gray
Black, Candy Blazing Red, Candy
Tahitian Blue, Chilli Green
Metallic, Moon Yellow, Myth
GLAMOUR
Gold Metallic
Candy Blazing Red, Cloud Silver
Metallic, Tornado Grey Metallic,
Impulse Orange Metallic,
Excellent Blue Metallic, Vibrant
Green Metallic, Black, Forest Blue
Metallic, Palace Maroon Metallic
Features
The term feature refers to those interent characteristics of the
product, which makes it different and unique from the other products. In
other words, features means any special point differentiating that particular
from other product.
Features are characteristics that supplements the products basic
functioning. Most products can be offered with varying features. The
starting point is stripped down or bore version of the product. The
company concrete additional version by adding extra features. Each feature
has a change of capturing the dense of additional buyers.
Thus, features are the biggest competitive goals in the hands of
companies. Features make one companys product superior to other
companys similar product.
Displacement
Clutch Type
Transmission
Ignition
Starting
Suspension (Front)
Suspension (Rear)
Dimensions (L x W x H)
Wheel base
Ground clearance
Dry weight
Max power
Max speed
Full tank capacity
Cooled
97.2 CC
Manual
4 Speed constant mesh
Electronic
Kick Starter
Telescopic Hydraulic fork
Swing arc with Hydraulic Jumpers
1960 x 730 x 1050 mm
1210 mm
165 mm
103 mm
7.0 PS 8000 RPM
85 kmph
10.1 ltr. (1.3 ltr. Reserve)
Displacement
Clutch Type
Transmission
Ignition
Starting
Suspension (Front)
Suspension (Rear)
Dimension (L x W x H)
Wheel base
Ground clearance
Dry weight
Max power
Max speed
Full tank capacity
Cooled
97.2 CC
Manual
4 Speed constant mesh
Electronic
Kick starter
Telescopic Hydraulic fork
Swing arc with Hydraulic Jumpers
1965 x 730 x 1060 mm.
1210 mm.
165 mm
100 kg
7.0 PS 8000 RPM
85 kmph
10.3 ltr. (1.4 ltr. Reserve)
Technical Specification
Engine
Displacement
Clutch Type
Transmission
Ignition
Starting
Suspension (Front)
Suspension (Rear)
Dimensions (L x W x H)
Wheel base
Ground clearance
Dry weight
Max power
Max speed
Full tank capacity
Displacement
Clutch Type
Transmission
Ignition
Starting
Suspension (Front)
Suspension (Rear)
Dimensions (L x W x H)
Wheel base
Ground clearance
Dry weight
Max power
Max speed
Full tank capacity
Cooled
97.2 CC
Manual
4 Speed constant mesh
Electronic
Kick starter
Telescopic Hydraulic fork
Swing arc with Hydraulic Jumpers
1882 x 665 x 1044 mm
1205 mm
133 mm
92.8 kg
6.8 PS 8000 RPM
84kmph
3.5 ltr
156.8 CC
12.8 PS @ 8000 rpm
1.26 kg. M. @ 6500 rpm
0.60 kmph in 5 seconds
63.5 mm X 49.5 mm
8.5 : 1
Drum version (130 mm diameter)
Cooled
12.5 ltr. (2.0 ltr. Reserve)
Displacement
Clutch Type
Transmission
Ignition
Starting
Suspension
Dimensions (L x W x H)
Wheel base
Ground clearance
Dry weight
Max power
Max speed
Full tank capacity
Cooled
97.2 CC
Manual
4 Speed constant mesh
C.D.J.
Kick starter
Telescopic Hydraulic fork
1980 X 720 X 1040 mm
1230 mm
160 mm
103 mm
7.4 PS 8000 RPM
85 kmph
10.5 ltr. (1.8 ltr. Reserve)
Displacement
Max power
Gear Box
Clutch
Max speed
Suspension
Tyre (Front)
Tyre (Rear)
Final drive
Fuel tank capacity
Ignition
Starting
Wheel base
Ground clearance
Length
Width
Height
Kerb weight
Cooled
97.2 CC
7.5 PS, 8000 RPM
4 speed constant mesh
Multi-plate wet type
85kmph
Telescopic hydraulic front fork
2.75 X 18 X 4 PR
3.00 X 18 X 4/6 PR
Roller chain
12.8 ltr. (1.7 ltr. Reserve)
Electronic CDJ
Kick starter
1235 mm
159 mm
1980 mm
720 mm
1060 mm
116 kg
Displacement
Max power
Gear Box
Clutch
Max speed
Acceleration
Suspension
Final drive
Battery
cooled
133 cc
17.0 BHP @ 8000 RPM
5 speed constant mesh
Multi-plate wet type
100 kmph
0 to 60 kmph in 6 seconds
Telescopic hydraulic front fork
Roller chain
12V-2.5AH (Kick start)
Starting
Wheel base
Ground clearance
Length
Width
Height
Kerb weight
PRICING OBJECTIVES
For any business activity is performed properly, its objective must be
determined. Pricing is not possible unless a definite objective is clearly
defined. Though it is difficult to know the subject, which manufacturers
keep in mind while fixing prices of their product?
Survival
Companies pursue survival as their main objectives if planned with
other companys interest, competition or changing customers behaviour to
keel the plant going and the inventories turning over the carry out.
Maximum current profit
Many companies try to set the prices that win maximum current
profit. They estimate the demand and costs associated with alternative
price and choose the price and that produce the maximum profit and cash
flow or rules of return on investment.
Current revenue
Some companies set a price to earn maximum sales revenue.
Revenue maximization enquires only estimating the demand function.
Many managers believe that revenue maximization will lead to long run
maximization.
Maximum sales growth
Other companies want to maximize unit sales. They believe that
higher sales volume lead to lower unit cost and higher long run profit.
They set the lowest price assuming a market price is sensitive.
PRICING POLICY
Pricing policy is the standing answer of the firm to require problem
of pricing. It provides guidelines to Marketing manager to solve
appropriate pricing decision. If competition is mainly on price basis then
each marketer generally prices their product at the same time to level their
competition.
In present era, most of the companies adopt a way to take reasonable
price on its product and capture the market. Thus in present era, companies
have no more interest in maximum profit but in capturing the market. As
we know that the bikes and mopeds of Hero Honda Limited are available
at reasonable price and greater style.
Hero Honda Limited itself sets up the prices of bikes and moped. We
can see in the below chart that Central Sales Tax, Gujarat Sales Tax, etc.
should be paid according to the rules and regulations of the government.
Price Structure
Particulars
Factory price
Amount (Rs.)
--------------
--------------------------------------------------------------------------------------------------------------------------------------------------------------------
PRICE LIST
Any company, which adopts the dealer-retailer channel of
distribution, has to be very careful while formulating its pricing
objectives and pricing policies. Thus, companies circulate price
lists periodically in order to make the dealers, retailer and
CREDIT TERMS
Credit terms refer to the rules & regulations in the form of an
agreement between the producers and the customers in relation to the
credit facility, which the producer gives to their customers. In other words
creditors are the terms and condition, which are mutually agreed upon by
the customers and producers and related to the benefits, which will provide
to other party.
Depending on the policy of the management of the company, credit
terms may remain the same from customer to customer and it may be
different for customer and for dealer or distributor. It also depends on how
good relation is between the producer and customer. Credit terms may also
change when the policy of the company changes over a period of time. It is
a basic fact that each company has to give a short or long term of credit
facilities if it wants to survive in the market and in cutthroat competition. If
a company does not give credit facilities, the customer turns to its
competitors product in costlier. This credit facility is a must for all
companies in order to survive.
The credit terms of Hero Honda Limited are fairly straightforward.
The credit period allowed to the dealers is 60 days the company also takes
a deposit from distributors against the dealership allotted to them.
ADVERTISING
We can define advertising as any form of non-personal presentation
of ideas, goods or services by an identified sponsor. Advertising is the most
important tool of promotion. There will be hardly any field of business in
which advertising is not used for scores expansion, it is not exaggeration,
and we say that modern age is the age of advertise. It is the foundation of
modern trade and industry.
Advertising is one of the most common tools the company uses to
direct persuasive communication to target buyers and public. We may
define advertising as:
Advertising is any paid form of non personal presentation and
promotion of ideas, goods or services by an identified sponsor.
From above discussion, we can say that each & every company,
whether public or private has to advertise for its survival. Hero Honda
Limited has also undertaken the advertising programme to promote the
sales because it knows that advertising has the following strength.
It offers planned and controlled stage.
It can contact and influence number of people simultaneously
quickly and at a low cost per prospect.
It can reach prospect that cant be approached by salesman.
It can be very useful to create maximum interest and offer adequate
knowledge.
OBJECTIVES OF ADVERTISING
The first step in developing an advertising programme is to see the
advertising objectives. According to Hero Honda Limited those objectives
must flow from decision on the target markets, market positioning and
marketing mix. The Hero Honda Limited has undertaken the activity of
advertising with a view to attain the following objectives:
To Inform
Telling the market about new feature of product.
Suggesting new uses for a product.
Informing the market of a price change.
Explaining how the product works.
Describes available services.
Correcting false impression
Building a company image.
To Persuade
Building brand preference
Changing buyers perception of product attributes
Persuading buyers to purchase
Persuading buyers to receive a sales call
To Reminding
Reminding buyers that the product may be needed in near future.
Reminding buyers where to buy it.
Keeping in mind during off-season
Maintaining its top-of-mind awareness.
MEDIA OF ADVERTISING
The term media is a phrasal form of medium. In advertising term
medium is a channel of communication such as TV, Newspapers, Radio,
etc. A media is a vehicle for carrying the sales message of an advertiser to
the prospects. It is needed a vehicle by which advertiser convey their ad in
reducing gap in between products at one hand and consumer at other.
The sales media depends upon various features such as:
The financial allocation for advertising.
The nature of product and the demand for it.
The nature of competition and the extent of coverage require.
Cost of media, co-operation and the promotional aids offers media
circulation.
Right media of advertising will enable the advertiser to deliver the
message effectively to the intended market or prospect. The different type
of media can be analyzed as under.
Media of Advertising
Press
Broadcast
Outdoor
Direct
Transit
Media
Newspaper
Media
Radio
Media
Posters
Media
Circular
Media
Bus
Television
Wall
Letter
Catalogue
Car
Film
Painting
Sky
Price list
Trains
Personal
Airplanes
Magazine
Trade
Journals
Advertising
Screen slide Electric
Display
Letter
Hoardings
Hero Honda Limited, generally uses mostly press media, broadcast
media, out door media and sometimes transit media for their
advertisement. As Hero Honda Limited is a giant group in manufacturing
Bikes and Mopeds they are taking due care for advertisement of their
products.
They are giving their advertisements regularly in all media they are
using for advertisement; following are some medias in which they
advertise.
Newspapers
Newspaper is the best media for advertisement of any product or
service. Through newspaper, the message of any producer can reach to
each & every person.
Hero Honda Limited has selected newspaper as its media of
advertising because it is the most effective media. It has general & wide
appeal. They are flexible periodical change in size and contents are also
easy. At local level they are using different newspapers in different cities.
(Sandesh & Gujarat Samachar for Rajkot City)
City
Mumbai
Delhi
Calcutta
Chennai
Ahmedabad
Bangalore
Hyderabad
Lucknow
Pune
Baroda
Newspaper
Times Of India
Hindustan Times
Telegraph
Hindustan Times
Times Of India
Deccan Herrid
Deccan Cromic
Times Of India
Indian Express
Indian Express
Magazines
Magazines are considered to be the most effective media through its
coloured attractiveness. Magazines have largest life and greater value
reference value. Further they are using magazines for advertisement
because selective appeal is possible through it. The magazines have most
circulation form.
Hero Honda Limited is also giving regular advertisement in
magazines. They use special magazine for bikes.
For Motorcycles
Sports Star
Cricket Samrat
For Mopeds
Sports World
Chitralekha
Abhiyan etc.
Television
In the last 2 to 3 decades, the television network has developed and
grown tremendously. In India there are hundreds of television stations,
which relay the programme through Doordarshan. Apart from this, there
are other channels also like Star, Zee, Sony, etc., which provide their best
programmes. This has been proved to be an ideal medium for
entertainment and information transfer. Now-a-day sponsored programme
are very common on television. Television is high frequency media with an
immediate impact.
Hero Honda Limited is using television as important media. They
advertise their product Zee TV, Doordarshan, Sony & other popular
channels before popular programme or between programmes, so that they
can attract more customers.
Virendra Utpal (Marketing Manager) is giving more importance to
television advertisement because it can appeal through ear as well as eyes
and can be demonstrated with explanation. It reaches the guidance of
almost like personal salesmanship. Thus, it is really wonderful mean of
communication for creative marketing.
SALES PROMOTION
Sales promotion is an important instrument to lubricate the
marketing efforts. Today sales promotion is new and not merely a luxury or
a fashion. It is an integral part of marketing efforts. Sales promotion is
entered to activities, other than salesmanship, advertisement and publicity,
which stimulate consumers purchasing and dealer effectiveness. It consists
of diverse collection of invoice tools mostly short-term designed to
structure quicker and greater purchase of particular products by consumer
or sealers. In short where advertising offers reason to buy, sales promotion
offers incentives to buy.
Tools for sales promotion
Many sales promotional tools are available to accomplish sales
promotion objectives. The planner should take into account the type of
market, sales promotion objectives, and competition and cost effectiveness
of each tool.
Following are the main sales promotional tools:
Consumer promotion
Trade promotion
Sales force promotion.
PERSONAL SELLING
Personal selling is the process of including and excluding a perceive
buyer to note a commodity services or to favorable upon an idea that this
commercial significance with the seller. Personal selling is highly
distinctive and the only form of personal selling involving face to face
relationship or communication between sales person and one or more
prospective customers.
Now-a-day, personal selling is increased in the consumer durable
market. But so far as Hero Honda Limited is concerned, they are not
performing personal selling regularly and continuously. However, they are
practicing when any new model of Bike or Moped is to be introduced in
the market.
PUBLICITY
Publicity is a non-personal stimulation of demand for a product,
service or a business unit. By placing commercial significant news about it
in a publication or obtaining favorable presentation of it on Radio, TV or
Magazine that is not paid by the media sponsor.
For Hero Honda Limited, publicity is one of the promotion mix,
which cannot be ignored in any case. Till today many articles regarding the
company is published in local magazines such as Abhiyan and
chitralekha, etc. Through publicity of its company Hero Honda Limited
has created own goodwill in market.
INTRODUCTION
More production of commodity is not enough but is must reach to
the right man at right time and at right place. In marketing point of view
place mix strategy is the 4th important P or important element of the
marketing mix strategy. It has 2 sub divisions.
Channel of Distribution
Physical Distribution
Channel of Distribution
Channel of distribution is the best marketing institution participating
in the marketing activities involved in the movement or the flow of goods
or services from the primary producer to the ultimate customer. In the field
of marketing the channel of distribution indicates routes in pathway
through which goods and services flow or move from producer to
consumer.
Physical Distribution
Physical distribution consists of marketing activities related to the
physical looking of goods such as protective packaging; order processing,
inventory management, transportation and warehousing.
If you build a better mousetrap, the world will heat your door. But
too often the customers must have the delivery of that better mousetrap at
the right place, at the right time and at right quantity. The physical
distribution function use other half of marketing is responsible for
completing the marketing transaction.
INDEX
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1
2
3
4
5
6
7
8
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NO.
No. Of Employees
Hero Honda is a one of the most popular assembling and
consumerable company. So they have large no. of employees. But
Perfect Auto Service is only the consumerable company which is
provide the service of vehicles. So, it has some less number of
employers as compared to large company. Following are the list of
the employers.
TYPES
Officers
Clerks
Head of department
Managing director
General Manager
Workers
NO. OF
EMPLOYEES
5
10
5
1
1
66
88
Manpower Planning
Manpower or Human resources may be through of as the
total knowledge skills creative abilities talents and aptitudes of an
Organizations were force, as well as the value, attitudes and
benefits of an individual involves. It is the sum total of inherent
ability acquired knowledge and sill represented by the talents and
aptitudes of the employed persons.
The manpower planning of the company is at far with the
global situation. The importance of manpower planning cannot be
neglected. In words of directors of the company:
Manpower planning is the most important function in
management and hence we have to plan according and frame out
future policy according.
We plan the manpower on basis of past records, forecasting,
ability, skill, knowledge, talent, experience and efficiency. Then we
go for the final selection of the employee. Following are the some
step of manpower planning.
Hero Honda and Perfect Auto know about objectives of the
firm. So they are planning considering the objective of organization.
The firm also plan about the manpower considering the capital
oriented at labour oriented production.
RECRUITMENT
SELECTION
Application Form
Interview
It passed in interview then some practical tests
are taken by head of department
Final selection
Extra Facility
Extra facility means company gives extra facility with his work
Perfect Auto Service gives canteen facility in which whole time of
work employees get a snake, drink, lunch etc. Company also give
one pair Dress, Shoes, Cap etc. to the employees.
In this way company satisfy his employees and fulfill his
demand.
Finance manager
Accountants
Computer Operator
Financial planning
A firm needs to manage its resources effectively and efficiently
to achieve its objectives. The managing of resources in an effective
manager is possible only, when the management way out the future
courses of action in advance and takes decision in a professional
manner utilizing the individual and group effects in co-ordinate and
rational manner.
According to koontz & ODonnell, planning is a management
function involving from among alternatives, selection of the
enterprise objectives, policies, procedures & programs.
Perfect Auto Services is a Private Limited company. Its main
goal is to more and more profit. So, company prepared the financial
planning with the help of last years P&L a/c. And balance sheets
and cash flow of t he company. Following are the financial matter of
Hero Honda Co. Ltd.
Capitalization
Capitalization indicate plan of share capital, debenture capital
& the face value of other long term obligation short term loans or
temporary bank loans are usually excluded from the capitalization
Capitalization = ownership capital + long term loan
Perfect Auto Service dont issued share unit is carry on by
own capital only and loan from bank. As per comparatively balance
sheet of the company,
Owners fund
= 86.79 %
13.21%
100%
=
=
=
=
24.48 %
21.18 %
53.18 %
0.03
1.13%
100%
Balance Sheet
(Common size statement)
Particulars
Schedule
No.
As at
March
31, 2006
(%)
As at
March
31,2005
(%)
* Sources of funds
* Owners fund
1.73
2.22
85.06
80.90
* Loan funds
8.02
11.23
5.19
5.65
100
100
* Application of funds
* Fixed Assets
42.91
30.89
* Investment
25.01
28.23
32.02
40.85
0.06
0.03
* Working Capital
100
Particulars
31-32006
(%)
31-3-05
(%)
* Income
Sales
98.24 %
98.19
1.76
1.81
100%
100%
82.86
82.73
1.29
1.18
84.15
83.19
15.85
16.81
5.55
5.88
10.30
10.93
+ Other Income
Loss (Expenditure)
Manufacturing & other expenditure
Depreciation
Ratio Analysis
(All the figures are based on common side P&L a/c. Balance Sheet)
1)
Net profit
100
Sales
10.30
100
98.24
Expenses Ratio
Expenses Raito=
=
Expenses capital
3)
Expenses
100
Sales
84.15
100
98.24
= 85.66 %
Operating Ratio
Operating Ratio
4)
Current Ratio
Current Ratio
Current Ratio
5)
Current assets
Current liabilitit es
35.45
67.49
= 0.53
Debt
owner ' s fund
13.21
100
86.79
15.22 %
Sales
Fixed assets
98.24
42.91
= 2.29 : 1
7)
Owners Ratio
Owners Ratio =
=
1.73
100
74.93
= 2.31 %
Index
SR.
1
PARTICULARS
Meaning & Importance of Marketing
2
3
4
Research
Objectives of Marketing Research
Scope of Marketing Research
Marketing Research Process
PAGE NO.
Occupation
No. of
Businessman
Students
Serviceman
Professional
Respondents
25
46
15
14
50
45
40
35
30
25
20
15
10
5
0
Percentage
25%
46%
15%
14%
Businessman
Students
Serviceman
Professional
No. of
Respondents
From above survey, we can derive that out of 100 samples, 25 are
businessman, 46 are students, 15 are serviceman and 14 are professionals.
It means that 25% of businessman are using Hero Honda, 46% of students
are using Hero Honda, 15% of serviceman & 14% of professionals are
using Hero Honda. It means mostly students are preferring Hero Honda
Bikes.
Age group
No. of
Percentage
18 to 20
20 to 30
30 to 40
More than 40
Respondents
45
43
9
3
45%
43%
9%
3%
45
40
35
30
25
20
15
10
5
0
18 to 20
20 to 30
30 to 40
More than 40
No. of
Respondents
Income
No. of
Percentage
5000 to 10000
10000 to 15000
15000 to 20000
More than 20000
Respondents
48
37
9
6
48%
37%
9%
6%
50
40
5000 to 10000
30
10000 to 15000
20
10
0
No. of
Respondents
15000 to 20000
More than
20000
Opinion
No. of
Percentage
Family members
Relatives
Friends
Personal views
Respondents
24
11
25
37
24%
11%
25%
37%
40
35
Family
members
30
25
Relatives
20
15
Friends
10
Personal views
5
0
No. of
Respondents
Features
No. of
Percentage
Brand name
Cost of vehicle
Fascinating looks
Updated technology
Fuel efficiency
Low maintenance cost
Respondents
42
9
13
3
25
8
42%
9%
13%
3%
25%
8%
45
40
35
30
25
20
15
10
5
0
Brand name
Cost of vehicle
Fascinating
looks
No. of
Respondents
Updated
technology
Fuel efficiency
Low
maintenance
presentation
cost shows that
1 st rank is
given to Brand Name & updated technology has been given 2 nd rank,
whereas fuel efficiency shows 3rd position, fascinating look stands 4th while
cost of vehicle & low maintenance cost is given 5th & 6th rank respective
(6) Analysis regarding information source
This question was asked to know from which sources respondents
come to know about Hero Honda.
Sr.
1
2
3
4
Source if information
No. of
Percentage
Advertising
Show room visit
Friends & Relatives
Dealers
Respondents
58
8
31
3
58%
8%
31%
3%
60
50
Advertising
40
30
Show room
visit
20
Friends &
Relatives
10
Dealers
No. of
Respondents
Features
No. of
Percentage
Brand name
Respondents
37
37%
2
3
4
5
6
25
29
3
6%
25%
29%
3%
40
35
Brand name
30
Comfort &
convincing
25
20
15
Great power
&pick up
10
5
0
Comparative
price
No. of
Respondents
The above table shows that 1st rank is given to brand name, 2nd rank
is given to great power & pick up, 3 rd rank is given better safety & style,
while comfort & convincing &comparative price are given 4 th &5th rank
respectively.
The question was asked to know that the consumer drives how
many kilometers his vehicle on an average day.
Sr.
1
2
3
Kilometer
No. of
Percentage
Respondents
32
24
44
32%
24%
44%
45
40
35
30
25
Less than 15
kms.
20
15 to 30 kms.
15
More than 30
kms.
10
5
0
No. of
Percentage
Respondents
The question was asked to know what mileage consumer gets from
their vehicle? Fuel economy of bike plays a vital role at the time of
purchase because so many customers are there whose ultimate requirement
is fuel economy.
Sr.
1
2
3
4
5
Average
No. of
Percentage
Less than 50
50 to 55
55 to 60
60 to 65
More than 65
Respondents
8
12
18
42
20
8%
12%
18%
42%
20%
45
40
35
30
Less than 50
25
20
50 to 55
55 to 60
15
60 to 65
10
More than 65
5
0
No. of
Respondents
As per the table & graphical presentation, we can say that 42% of
users get 60-65 average from their vehicle & 20% of users get more than
65 average from their vehicle. According to survey out of 100 samples
most of the users get good average from their vehicle.
(10)
Factors
No. of
Percentage
Respondents
11
45
12
32
11%
45%
12%
32%
45
40
35
30
After sales
service
25
Stylish outlook
20
Environment
friendly
15
10
Advanced
technology
5
0
No. of
Respondents
The above table & graphical presentation shows that 1st rank is given
to stylish outlook with 45%, advanced technology has been ranked 2 nd with
32%, whereas environment friendly feature shows 3rd rank with 12%and at
last after sales service stands at 4th position with 11%.
(11)
different models. This question is asked to know that which model is more
preferred by the users, because every human being has their own choice.
Here survey position is given.
Sr.
1
2
3
4
5
6
7
8
No. of
Percentage
Glamour
Achiever
Karizma
Splendor
CD 100 DLX
CBZ
Ambition
Passion
Respondents
12
8
5
31
18
15
3
8
12%
8%
5%
31%
18%
15%
3%
8%
35
30
Glamour
25
Achiever
20
Karizma
15
Splendor
10
CD 100 DLX
CBZ
Ambition
No. of
Respondents
Passion
From the above result, we can say that most of the people have
splendor & users of CD 100 DLX are also high.
Limitations of Study
The research report suffers from many limitations, as all the
resources for carrying out research were limited. Some limitations are
given as under.
(1) It is only confined with Rajkot city, so the coverage is very narrow.
(2) The data collection is done only through questionnaire. Thus, it
lacks the support of personal interview and observation method.
(3) Moreover questionnaire consists only 12 questions. For detail study
more information is required.
(4) It is a survey of only 100 respondents. Sample size is only 100,
which is very small to take strategic decisions.
(5) Time constraints and limited number of questions make it difficult
to have required information from customer.
Suggestions
Hero Honda Limited has high qualified, well-experienced and wide
experienced executives, who always try for giving their best. Though
following are the main suggestions according to my knowledge.
(1) In recent time there is high crisis of fuel like petrol, diesel, and etc.
Therefore company should research for alternative of this fuel like
solar energy or LPG
(2) Sometimes it happens that the person who wishes to buy
motorcycle, but he cannot buy it because of higher prices of
motorcycles, therefore the company should design motorcycles of
lower cost so customer can afford it. As against there should be not
more changes in technology of motorcycles.
(3) It happens that in some region or city the demand of their product is
high and in some region or city their demand is low. Therefore the
company should try to have research for it, that why such things
happened and take proper measures according to satisfaction.
Conclusion
On the basis of project work of Hero Honda Limited undergone at
Perfect Auto Service, it can be concluded that the position of the Hero
Honda Limited is corporate field is very strong. The well-experienced,
efficient and industrious sales force is the strength of it. The value of Hero
Honda Limiteds vehicle is more than that of competitors.
Sophisticated mass production technology including the latest
machinery and equipment for material handling, precision high volume
machines, robotic welling automated painted and conversed vehicle
assembled them to rule the market amongst others.
Each vehicle has to pass through a lot of quality control checks.
Thus such a faculty does not only consumer tooling which meet precise
standards but also reduces the lead-time for introducing maker model.
Quality control is exercised in every good engineering company and with
Hero Honda it appeals to be way of life.
All the Hero Honda bikes have strong and nice engine and it will
obey the pollution control rules and regulations. All the products of Hero
Honda have made an agreement with Japans Honda Company for the
development of four-stroke engine.
Bibliography
Marketing Management
By: Philip Kotler
Modern Marketing Management
By: Stanton
Essentials of Business Organization & Management
By: Sherlekar and Janardhanan