1

Table of Content

1. Indian 2 wheeler Industry 1

2. Yamaha Company Profile 7

● SWOT Analysis 11

3. Literature Survey 13

● Yamaha strategy in India 18

● The 4 P’s for Yamaha India 19

4. Yamaha FZ-16 20

5. Competitor Analysis 27

● Bajaj Pulsar 150 DTSi 27

● Hero Honda Hunk 31
● Hero Honda CBZ X- Treme 33
● Honda Unicorn 35
● TVS Apache RTR 160 38

6. Research Design 41
● Data 43
7. Result of Customer survey 44

8. Recommendations 60
9. Bibliography 62
10. Reference 63
11. Sample Questionnaire 64
 2

COMPANY PROFILE

About India Yamaha Motor Pvt. Ltd.

Yamaha made its initial foray into India in 1985. Subsequently, it entered into a
50:50 joint-venture with the Escorts Group in 1996. However, in August 2001,
Yamaha acquired its remaining stake becoming a 100% subsidiary of Yamaha
Motor Co., Ltd, Japan (YMC). In 2008, Mitsui & Co., Ltd. entered into an
agreement with YMC to become a joint-investor in the motorcycle manufacturing
company "India Yamaha Motor Private Limited (IYM)".

IYM operates from its state-of-the-art manufacturing units at Surajpur in Uttar

Pradesh and Faridabad in Haryana and produces motorcycles for both domestic
and export markets. With a strong workforce of more than 2,000 employees,
IYM is highly customer-driven and has a countrywide network of over 400
dealers. Presently, its product portfolio includes VMAX (1,679cc), MT01
(1,670cc), YZF-R1 (998cc), FZ1(998cc), YZF-R15 (150cc), Fazer (153cc), FZ-S
(153cc), FZ16 (153cc), SZ-R(153cc), SZ & SZ-X (153cc), SS125 (123cc), YBR
125 (123cc), YBR 110 (106cc) and Crux (106cc).

VISION

To establish YAMAHA as the "exclusive & trusted brand" of customers by

"creating
Kando" (touching their hearts) - the first time and every time with world class
products &
services delivered by people having "passion for customers".

MISSION
 3

We are committed to:

Be the Exclusive & Trusted Brand renowned for marketing and manufacturing of
YAMAHA products, focusing on serving our customer where we can build long
term
relationships by raising their lifestyle through performance excellence, proactive
design
& innovative technology. Our innovative solutions will always exceed the
changing
needs of our customers and provide value added vehicles.

Build the Winning Team with capabilities for success, thriving in a climate for
action and
delivering results. Our employees are the most valuable assets and we intend to
develop
them to achieve international level of professionalism with progressive career
development. As a good corporate citizen, we will conduct our business ethically
and
socially in a responsible manner with concerns for the environment.
Grow through continuously innovating our business processes for creating value
and
knowledge across our customers thereby earning the loyalty of our partners &
increasing
our stakeholder value.

CORE COMPETENCIES

Customer #1
We put customers first in everything we do. We take decisions keeping the
customer in
mind.

Challenging Spirit
We strive for excellence in everything we do and in the quality of goods &
services we
provide. We work hard to achieve what we commit & achieve results faster than
our
competitors and we never give up.

Team-work
We work cohesively with our colleagues as a multi-cultural team built on trust,
respect,
understanding & mutual co-operation. Everyone's contribution is equally
important for
our success.

Frank & Fair Organization

 4

We are honest, sincere, open minded, fair & transparent in our dealings. We
actively
listen to others and participate in healthy & frank discussions to achieve the
organization's goals.

CORPORATE PHILOSOPHY.

For society, for the world …

Yamaha works to realize
our corporate mission of creating Kando

Yamaha Motor is a company that has worked ever since its founding to build
products
defined by the concepts of “high-quality and high-performance” and “light
weight and
compactness” as we have continued to develop new technologies in the areas of
small
engine technology and FRP processing technology as well as control and
component
technologies.

It can also be said that our corporate history has taken a path where “people”
are the
fundamental element and our product creation and other corporate activities
have always been aimed at touching people’s hearts. Our goal has always been
to provide
products that empower each and every customer and make their lives more
fulfilling by
offering greater speed, greater mobility and greater potential.

Said in another way, our aim is to bring people greater joy, happiness and
create Kando*
in their lives. As a company that makes the world its field and offers products for
the
land, the water, the snowfields and the sky, Yamaha Motor strives to be a
company that
“offers new excitement and a more fulfilling life for people all over the world”
and to use
our ingenuity and passion to realize peoples’ dreams and always be the ones
they look
to for “the next Kando

THE YAMAHA STRATEGY IN INDIA

 5

Yamaha has shifted its focus from the lower end segments to the premium segment of
bikes. It aims to provide its customers the full range of its engineering marvels that make
Yamaha the company that it is. Yamaha has a very strong focus on the technical
department, the result of which can be seen with Yamaha comfortably leading the
constructor’s championship in the Superbikes racing with Valentino Rossi and Colin
Edwards as their riders.

Yamaha has aimed to become the No.1 in customer satisfaction and is looking forward
to providing the customer with an ‘experience’ with its products.

The target market of India Yamaha Motors is the young and enthusiastic 18-25 yr. olds
who are willing to try taking the not so much treaded path of buying the ‘sports bike’
rather than a ‘utility two wheeler’. These young guns are very conscious of the style
quotient and look forward to their ride being a personality statement.

With the increasing dispensable income in India and growing middle and upper middle
class segment Yamaha is sure to find many prospective customers. With news of India
becoming the breeding ground for millionaires Yamaha has certainly identified an
opportunity and has grabbed it hands down.

THE 4 P’S FOR INDIA YAMAHA MOTORS

 6

Product: India Yamaha Motors has recently launched its sports bike R15 and FZS in the
150cc. The bikes in the premium segment include MT01 and YZF R1. Yamaha is
bringing its latest technologies to India and aims to come up with a new product for the
Indian market every quarter.
The reliability and riding quality of a Yamaha have already been established through its
earlier products.

Price: The Yamaha range of products has been very competitively priced and the prices
of its premium segment bikes MT01 and YZF R1 are priced much below any present or
prospective competitor in the segment at Rs.10.5 lacs.

Its other products like the R15 has also been priced optimally looking at the
specifications of the bike. The bike despite being only 150 cc provides around 22 BHP of
power, more than any other bike in the 150-220cc. bracket. The bike has also brought
the liquid cooled engine technology to India and other features like the styling etc. are
also quite new for the Indian market and hence considering what it gives you it is a
bargain at Rs.97,500.

Promotion: Yamaha has been constantly loosing market share over the last few years
and has thus decided to change its brand image with change in its market strategy. The
company now wants to be known for its style and speed. It looks to be known as a
sports bike manufacturer and not as an economy bike segment player.
Taking these factors into consideration the company has started a complete makeover
of its image. The recent R15 and FZS ads on numerous channels on TV and other ads
on both electronic and print media vindicate the point.
The company has also opened ‘Yamaha bike stations’ which are company owned
showrooms and completely symbolize the brand image that Yamaha wants to achieve in
India.

Place: India Yamaha Motors has adopted a two tier marketing channel consisting of the
Primary dealers at tier1 and the secondary dealers or retailers at tier2. In addition to
these two tiers there are also the ‘company owned showrooms’ and the multibrand
outlets.
 7

The launch of the new Yamaha FZ 16 right after a few months of R15 is a sure Indication that
Yamaha is very serious. In this preview, I have written a brief description of all the features of this
bike. As soon as I get my hands on one, I will be writing a road test review of this bike.

The launch of this aerodynamic-looking, sporty, yet rusty mobike is going to please one and all bike
lovers like you and me! While I say sporty, believe me I also meant that Yamaha FZ 16 is also
designed by Bike manufacturing Giant Yamaha Motors keeping in mind the rugged and crater-filled
Indian roads.

The motorbike is believed to shake the entire two-wheeler segment market of the Indian automobile
industry. With its launch Yamaha as a company will in no time get synonymous with the youth of the
country and will mark the beginning of a new era. The premium bike maker is all set to roll the dice in
its favor posing tough competition to Apache, Pulsars and Hunks.

Yamaha FZ-16 mobike is set to take the generation next by storm with several unique features, while
the basic design is adopted from earlier series of FZ, though. With its diamond-shaped frame, this
mobike is different with its killer-like looks and originality. It can really snatch away second glance
from every person on the road.
The craftsmanship and engineering feat of Yamaha is revealed as you take a close look at the minute
details of the vehicle, if I have to say it’s crafted to perfection.
 8

If you are the one who would first give vote for style, look and color, well let me tell you that FZ16 is
rightly branded as the ‘Lord of the Street.’ The motorcycle reflects power, strength and dynamism
from any angle of view.

This Lord of Street is available in bold colors of flaming orange, midnight black and lava red. The kerb
weight of the vehicle is 126kg, with a length of 1975 mm, height of 1045 mm and a width of 770
mm.

The engine of Yamaha FZ-16 is a bi-valved 153 CC, air-cooled, Single Overhead Camshaft Engine
(SOCE). It gives an envious output of 14 PS and the peak torque it can generate is about 13.6 Nm.
The pickup speed of this toy is mindboggling and an electric starter will only be a kicker (I didn’t
mean you need to kick start this). Yamaha FZ-16 breathes through a BS26 carburetor and is neither
fuel injected nor oil cooled; but working under negative pressure.

Fuel tank: The 12-liter fuel tank is built of stainless steel but has an outside plastic cover to give that
molded look and reflect the perfect dynamic and muscular image of the vehicle. The tank has
integrated shrouds and an eye-catching exhaust.

Brakes: Who likes those ol’ brakes? Well my vote is for disc brakes and there is a large disc brake on
the front side of the vehicle that helps with great braking power and high-end balance to ride it. If
you ask me if any downside, I would say that there is no rear-end disc brake in the Yamaha FZ-16.

Suspension: Suspension is the thing that impressed me like hell. The Mono-cross suspension at the
rear, inner tubes in the front, hydraulic forks of diameter 41 mm provide excellent shock absorption
typical of Yamaha craftsmanship and gives all the riding pleasure during those long drives for the
rider and the pillion. Not to mention adding stability to the bike as well.
 9

Tyres: Both, rear and front end tyres are tubeless with rear-end tyre having aspect ratio of 60 per
cent. The advantage of tubeless tyres are, on being punctured it is less susceptible on getting
flattened (I assume you know it also reduces the kerb weight of the bike as well). Yamaha FZ-16 has
the fattest rear-end tyre with specifications as 140/60-R17, while that of the front tyre is 100/60-17.
Which means the balance is perfect!

Headlight: The multi-reflector headlight with transparent lens on the front side provides with perfect
illumination.
 10

Dashboard: Yamaha FZ-16 sports fully digital speedometer and all other measuring indicators
including the odometer, fuel gauge and the tachometer that have a characteristic of Liquid Crystal
Display for clearer vision

Performance: It’s from the Yamaha portfolio, so you can expect a performance par excellence with
respect to the start-up speed (the company says 0-60 this bike gives the best time. The running
speed of Yamaha FZ-16 overtakes all with its unprecedented torque. What more? it comes priced at
Rs. 65000 (ex-showroom). Additionally, the gear ratio provides with awesome agility and optimum
 11

performance on the Indian roads. It’s gotten a spacious seat, so you don’t have to worry off your
over-sized butts!

The new Yamaha FZ 16 is going to rock the streets!

General information
Model: Yamaha FZ16
Year: 2011
Category: Naked bike
 12

Engine and transmission

Displacement: 153.00 ccm (9.34 cubic inches)
Engine type: Single cylinder, four-stroke
Power: 14.00 HP (10.2 kW)) @ 7500 RPM
Torque: 14.00 Nm (1.4 kgf-m or 10.3 ft.lbs) @ 6000 RPM
Compression: 9.5:1
Bore x stroke: 58.0 x 57.9 mm (2.3 x 2.3 inches)
Valves per cylinder: 2
Fuel system: Carburettor. BS26
Fuel control: SOHC
Ignition: CDI
Lubrication system: Wet sump
Cooling system: Air
Gearbox: 5-speed
Transmission type,
Chain
final drive:
Clutch: Constant mesh wet multiplate
Chassis, suspension, brakes and wheels
Frame type: Diamond
Front suspension: Telescopic fork
Rear suspension: Monocross
Front tyre dimensions: 100/80-17
Rear tyre dimensions: 140/60-R17
Front brakes: Single disc
Rear brakes: Expanding brake (drum brake)
Physical measures and capacities
Dry weight: 126.0 kg (277.8 pounds)
Weight incl. oil, gas,
137.0 kg (302.0 pounds)
etc:
Power/weight ratio: 0.1111 HP/kg
Seat height: 790 mm (31.1 inches) If adjustable, lowest setting.
Overall length: 1,975 mm (77.8 inches)
Wheelbase: 1,335 mm (52.6 inches)
Fuel capacity: 12.00 litres (3.17 gallons)
Other specifications
Starter: Electric
Electrical: 12V, 2.5 Ah battery
Color options: Red/silver
Further information
Parts and accessories Our partner CMSNL ships low cost OEM motorcycle parts to Australia, Austria,
Bahamas, Belgium, Canada, China, Croatia, Cyprus, Czech Republic, Denmark,
Estonia, Finland, France, Germany, Greece, Hong Kong, Hungary, Iceland,
India, Ireland, Italy, Japan, Kuwait, Latvia, Lithuania, Luxembourg, Macedonia,
Malta, Montenegro, The Netherlands, New Zealand, Norway, Poland, Portugal,
Serbia, Slovakia, Slovenia, South Africa, Spain, Sweden, Switzerland, Taiwan,
Ukraine, United Kingdom, The United States and more. Or check out parts and
 13

accessories from our other partners.

Ask questions Join the 11 Yamaha FZ16 discussion group.
Insurance, loans, tests Check out insurance here. Search the web for dealers, loan costs, tests,
customizing, etc.
Related bikes List related bikes for comparison of

RESEARCH DESIGN

RESEARCH METHODOLOGY

The report has been prepared on the basis of information collected from different sources.
In order to achieve the objective of the project proper research method was applied.. After
giving through brain storming session, objectives were selected and the set on the base of
these objectives, A questionnaire was designed major emphasis of which was gathering
new ideas or insight so as to determine and bind out solution to the problems.

DATA COLLECTION SOURCE

Research included gathering both primary and secondary data. :

PRIMARY DATA - Primary Data was very crucial to collect so as to know various past &
present consumer views about bikes and to calculate the market share of this brand in
regards to other brands. Fresh primary data was collected by taking direct feed back from
customer which involved face to face interview with the customer as well as through
telephonic interview with the customer , all the FZ customer who visited the dealership
showroom for the service of their bikes were questioned in order to find out the customer
satisfaction level.

SECONDARY DATA- are those which has been collected by some one else and which
already have been passed through statistical process. Secondary data has been taken
from internet, newspaper, magazines and companies web sites.

RESEARCH APPROACH
 14

SURVEY METHOD: The research approach used was survey method which is a widely
used method for data collection and best suited for descriptive type of research survey
includes research instrument like questionnaire which can be structured and unstructured.
Target population is well identified and various methods like personal interviews and
telephone interviews are employed.

OBJECTIVES
· To know the customer’s perception regarding new bikes FZ by
Yamaha.
· To determine the customer’s satisfaction regarding bikes and after sales service.
· To determine the factors influencing the choice of customers regarding bikes
· To know about the competitors of FZ

RESEARCH DESIGN

This study is a mix of explorative and formal methodologies adopting monitoring and
observing to study the fz customers and its competitors and communication to elicit responses
from customers. This is a cross sectional study done during the month April 2011.

For the customer satisfaction study a questionnaire was formulated containing 22 questions which
were sent out for response mainly
through personal interviews of customers at Yamaha dealerships. This data was later
analyzed .

To know the Yamaha reputation and sales promotion in motorcycle market, census
method was chosen dealership were individually visited in the area of
Kochi.

SCOPE OF THE STUDY

This study is aimed at providing India Yamaha Motors with an insight into the success of
FZ as well as the customer’s response and awareness towards the brand,
products and services of Yamaha.
The data has been analyzed and presented in a simple and precise way on the basis of
which pertinent recommendations have been made to the company to better the
services, policies and strategies of the company in India.

LIMITATIONS OF THE STUDY

∙ This research is geographically restricted to Kochi and Trivandrum only. Hence the result
cannot be extrapolated to other places.
∙ The study is restricted only to the organized sector of two wheeler industry
∙ The seriousness of the respondents and their ability to justify their answers may
also be a limitation.
∙ The sample size is small due to the specified reasons.
∙ Findings are based on sample survey.
∙ All interview questions are undisguised or direct. Hence there is a scope for the
respondents to be biased or pretentious.
 15

DATA

PRIMARY DATA

In order to find out customer satisfaction & Perception regarding newly launched bikes
of Yamaha Primary Data was collected by personally visiting the dealerships and
showrooms. With the help of a questionnaire we took the feedback from the FZS
customers who were coming for the services of their bikes at the dealerships. As well as
we contacted some of the customers through telecalling by taking the data about the
customers from the customer data register of the dealership We interviewed them and
discussed with the showroom staff as well as with the employees at Yamaha which
helped us to prepare our research Report .

SECONDARY DATA

The Secondary Data collection involved internet search, browsing magazines,

newspapers and articles and papers related to the two wheeler industry in India.
Numerous Journals and books related to the topic were also browsed to understand the
dynamics of the industry.
 16

RESULTS OF THE CUSTOMER SURVEY

The Age distribution in the sample.

Following points can be referred from the above pie chart

∙ The above pie chart is showing that the customers of FZ are mainly coming
from the age group of 16-25 that is around 69%, as Yamaha claims that they
generally target their customers who are between the age group of 18 to 25,
because that people of this age group are passionate and are style freaks,

∙ So we can say that Popularity of Yamaha is available in the age of 26-30 (around
20%) also because of its reputation in the world market.
 17

The Marital status distribution in the sample.

In this pie chart it is very much clear that 76% of the Yamaha’s
customer is mainly the youth who are single, so Yamaha’s new launch FZS is mostly
being accepted by the singles instead of family oriented people.
 18

The Occupation distribution in the sample.

Once again we found that Yamaha’s major customers are the students of
colleges and schools which consists 43%, as they want something special, new, stylish,
masculine and attractive and Yamaha is providing that in the form of FZ.
 19

The Income groups distribution in the sample.

In the income group distribution we can analyze that customers of FZS are coming from the
Middle income group people which is around 73% by including 10001-40000 slab of income
group. It shows that Yamaha is placing their products in the appropriate price range. As the
people of this income bracket can easily afford this Bike.
 20

The Way of purchasing distribution in the sample.

Here again we can prove that the products of Yamaha are in the acceptable price range, as we
can see that purchasing way of the customers are leading in the CASH sector. Customers are
easily affording the price of FZS; they are not feeling much problem with the amount of
FZS.Today’s customers are ready to pay for better facilities and technology and they feel that
FZS deserves that price which YAMAHA is offering.
 21

The Financing distribution in the sample.

In this pie chart a very important thing can be referred that Indian Youths are not so much
independent in the financial matters, still they depends on the family, as Yamaha claims that
they target the people of 18-25 age group, but here we can say that they should promote such
kind of advertisements where the Yamaha products can link to the family. Ultimately family
is paying the amount so Yamaha should target according to family also, so that the view of
the children and family shouldn’t clash.
 22

Compared brands with FZS.

Majority of people is not comparing Yamaha FZS to any other product and the number of
such people is around 39%, But the second view which we have found that FZS is getting a
very tough competition Fr BAJAJ & HERO HONDA. BAJAJ has launched their new edition
of Pulsar 220 at a very low price (around 70000 ex showroom price), which is the reason for
the tough competition giving by BAJAJ. On the other hand HERO HONDA HUNK is also
giving direct fight to the FZS because of its MILEAGE only. There are some more
competitors which are stable at their market share in automobile industry.
 23

The choice of Feature which is most important in a bike.

If we see the trend of Two wheeler industry we found that earlier people were looking mainly
towards the mileage of the vehicle but now In our research we collected data and found that
now customer’s perception has changed and they are shifting towards the style, design &
riding comfort of the vehicle, 54% customers have purchased FZS because of its Style &
Design and only 2% people are looking for the mileage. So in a way we can say they Yamaha
exactly changed the perception of Indian customers. They are trying to attract customers with
new style, design or look of the bike and creating passion in the customers for the speed and
power. So through this we have proved our First hypothesis which was regarding the
Yamaha’s new launch of FZ & FZS that has changed the customer’s perception regarding
choice of bikes.
 24

1st Information sources and their shares

As we can see here the major promotional tool which is influencing the customers is TVCF
which stands for Television Commercial, which is around 45%, after that the major source of
awareness among customers, is Family/Friends. Magazine and newspaper consists only 9%
in our research, but if we look them at a very good sample size then it is around 2% only.

So here we can say that Yamaha should produce better advertisements like FZ and they
should link their ads with the emotions of the customers so that the brand recognition by the
customers will be for long time. The customers can still recall the punch lines of Bajaj and
Hero Honda such as HAMARA BAJAJ or HERO HONDA DESH KI DHADKAN.
YAMAHA should also use such kind of heart loving lines.
 25

Customer Perception regarding Yamaha Image after FZ

This is a good result for Yamaha that once again they are creating place in the heart of the
customers, after the discontinue of RX100 Yamaha has lost very big amount of customers in
the last 10 years, but after the launching of FZS, Yamaha has improved their image among
the customers.

Our data is showing that 98% people are admitting that Yamaha has improved their image
after the FZS and R15 launch, feedback which we have got from the customers were like that
Yamaha has produced something new this time and very stylish and well designed product..

With Yamaha's continued thrust on technology, quality and manufacturing excellence and
introduction of Global Yamaha standards in its operations, the customers have
experienced the real Yamaha and have come closer to the brand. By this we are again proving
our second HYPOTHESIS that YAMAHA has regained its image after the launch of FZ
 26

Comments for FZS by Potential Customers.

This year Yamaha FZS has got the BIKE OF THE YEAR AWARD which shows its
popularity among the customers. It has fulfilled the desire and demand of the current
customers, there are very few people who still need some improvements in the FZS but
Yamaha is taking care of those customers also. As our data is showing that 78% people are
giving good comments or responses for Yamaha, they are feeling that FZS is the most stylish
and trendy bike in these days, 2% people are feels that spare parts of
Yamaha FZS are very costly and 16% people are complaining for the mileage of the bike,
therefore Yamaha should work on these loopholes of the bike so that they can attract some
more customers.
 27

OBSERVATION: 1: Around 61% of people in the 21-25 years age group and 75% of 26-
30 years age group opt for style, design and riding comfort. So we can say there is no
combination with age and choice of feature of bike.

OBSERVATION: 2: Only 2% people are demanding for Mileage so by this somewhere

this result is also proving our null hypothesis of first hypothesis true that Yamaha has
changed the perception of customers now a days.

RECOMMENDATIONS
 28

∙ SHOULD IMPROVE THE AFTER SALE SERVICES: During the survey we found
that Yamaha is not satisfying their customers in after sales services, employees at
dealership sometimes use harsh words and become rude to the customers, parts of
the bike are not easily available in the market. This is the major drawback in
capturing the market share so Yamaha should take some better steps to satisfy and
retain their customers.

∙ WEAK FOLLOW UP FROM DEALERSHIPS : We observed during the course of our

studies that Yamaha was quite weak in following up with prospective customers.
There was no communication from Yamaha showrooms asking the customers if and
when they are willing to buy their bikes. Hero Honda, Bajaj and Honda showrooms were extremely
attentive in this regard and perform maximum follow up on
prospective customers.

∙ MEASURES SHOULD BE TAKEN TO IMPROVE ITS DEALERSHIP : Yamaha

which is trying to build a brand new image of a high tech and stylish brand of sports
bikes should take appropriate steps to show it in their showrooms. Showrooms like
Oswal Yamaha, and Shiva Yamaha were very small in size and do not reflect the
quality and scale of Yamaha in the market. Shiva motors was very dirty ambience
and customer will feel that company is not working good that’s why they are not
taking any actions toward their showrooms and this will definitely hamper the sales,
so Yamaha should take care of these things.

∙ POOR PROMOTIONAL CAMPAGIN : The Yamaha ads seen on electronic and print
media are absolutely out of touch with the Indian culture and thought process. If we
see that Bajaj and Hero Honda has produced a very good link with the Indian family
and customers can easily recall their Ads by well know punch lines like HAMARA
BAJAJ or HERO HONDA DESH KI DHADKAN-DHAK DHAK. Yamaha is also
focusing on this as we can see the AD of YAMAHA ALBA. An Indian consumer
irrespective of their income level has a soft corner for traditions and culture of India.
Hence, all companies including market leaders like Hero Honda and Bajaj capitalize
on this behavior of customers and design their ad campaigns keeping India in mind.

∙ YOUTH ORIENTED PROMOTION: Yamaha claims that they target the customers of
age group 18-25 but their ad never represents this so they should make such kind of
AD where youth should taken in as centre of attraction. They should do this earliest
to capture the market because vast majority of people depending on ads and friends
as their chief sources of information about the products.

∙ AGGRESSIVE SELLING : The Company should follow an aggressive selling

concept. A non-aggressive selling concept which is clearly visible in its advertising
campaign which does not hit on the customer rather aims to provide information in a
subtle manner. These days they have hit on the right target as we can prove through
our survey that people who purchased YAMAHA FZS, 54% people have seen the
TVCF of Yamaha before purchasing the bike. Emotional advertising which is the
norm in India and which is very successful is not followed.

∙ INDIAN BRAND AMBASSADOR : The Company’s brand ambassador is

VALENTINO ROSSY earlier we had JOHN ABRAHAM too but now YAMAHA does
not have any Indian brand ambassador as compared to its competitors like Hero
Honda who have Hrithik Roshan doing their ads and M.S. Dhoni doing the job for
TVS. It is necessary for Yamaha to have a brand ambassador from India to connect
with the Indian customer.
 29

∙ VARIETY IS NEEDED TO BE PROVIDED: Yamaha at the moment has a very weak

product portfolio and its products are not that visible in the market or displays in
dealerships except the Gladiator and now R15. The lack of product range visibility in
dealerships and in the media and advertisements is adversely affecting the brand of
Yamaha. If a customer want to switch from one bike to another Yamaha is not
providing them options so here Yamaha should work to maintain their loyal
customers. Yamaha should maintain and produce the bikes in quarterly or half yearly
so that customers can avail options.

∙ BRAND EXPOSURE SHOULD BE INCREASED OR TO TAP THE NICHES : There

is a large market of unsatisfied customers in India. This effort would be in the
direction to capture the unsatisfied customers and who are willing to change their
brands on bike replacement.

∙ FOCUSSED ADVERTISEMENT ON PRODUCT USP: The maximum demand

among customers constituting the target market of India Yamaha Motors is for the
power and style features of bikes. Hence, the company should produce products
keeping the above factors in mind.

BIBLIOGRAPHY

1) Phillip Kotler; Principles of marketing, 7th Edition; Pearson Publication.

2) Saxena and Rajan; Marketing Management; Tata McGraw Hill; 3rd Edition
3) Ramaswami, V.S. and Namakumari, S.; Marketing Management; Macmillan India;
2002.
4) Batra Satish & Kazmi SHH ; Consumer behaviour text & cases; 1999.
5) Gupta, S.P. and Gupta, M.P.; Business Statistics; 14th Edition; Sultan Chand
Publications.
6) Robert W and Boockholdt, James L.; Factors Leading To change in consumer
behavior: A Study of Managers Perspectives; Creativity Research Journal, 11(4), Page No.
245-307;

REFERENCES

1. The Yamaha India website;

www.yamaha-motor-india.com

2. Overview of performance of the Indian Automobile Industry

http://www.siamindia.com/scripts/IndustryStatistics.aspx

3. Overview of economy of automobile industry

http://www.iloveindia.com/economy-of-india/automobile-industry.html

4. Overview On BAJAJ AUTO

http://auto.indiamart.com/bajaj-auto/

5. Overview On HERO HONDA

http://auto.indiamart.com/hero-honda/
 30

6. Overview On HONDA
http://auto.indiamart.com/two-wheelers/hmsil.html

7. Overview On TVS SUZUKI

http://auto.indiamart.com/tvs-suzuki/

8. Overview of Recent Launches of different brands,

http://auto.indiamart.com/motorcycles/bajaj-pulsar-dts-fi220/
http://auto.indiamart.com/motorcycles/yamaha-fzs/
http://auto.indiamart.com/motorcycles/honda-cbf-stunner-fi/index.html
http://auto.indiamart.com/motorcycles/suzuki-hayabusa-1300/
http://auto.indiamart.com/motorcycles/suzuki-gs-150r/

10. Upcoming bikes in India,

http://www.indiamarks.com/guide/Upcoming-Bikes-in-India-in-2009/10179

11. Overview of Total Turnover,

http://www.siamindia.com/scripts/gross-turnover.aspx

12. Overview of Domestic market share,

http://www.siamindia.com/scripts/market-share.aspx

13. Overview of Production Trend of automobile industry

http://www.siamindia.com/scripts/production-trend.aspx

SAMPLE QUESTIONAIRE

1. What is your Age group?

a. 18-25
b. 25-30
c. 30-35
d. 35 and above
2. What is your occupation?
a. Student
b. Businessman
c. Govt Employee
d. Privately Employed.
e. Unemployed
3. What is your income?
a. 5k-10k pm
 31

b. 10-20 kpm
c. 20-30 kpm
d. 30-40 kpm
e. 40 and above
4. Did you buy the bike , paid in full cash or bank loan?
5. What is your choice of feature in the bike?
a. Style/ design
b. Pick-up/ Acceleration
c. Riding Comfort
d. Durability
e. Mileage
f. Handling
g. New technology
h. Overall Performance
6. How did you know about the bike?
a. TV
b. Internet
c. Newspaper
d. Friends/ Family
e. Showroom Testride
f. Roadshow/ Auto Expo
g. Auto Magazines
7. Did FZ 16 help Yamaha improve its brand image in India?
8. How often do u ride, and how many kms?
9. Is this your first Bike?
10. Do you ride for- commuting, pleasure, racing?
11. What mileage do you get?
12. What pleases you more-riding performance/ pleasure with less milage, more milage
with less pleasure or both?
13. Do you use premium petrol?
14. Did you customize the bike with power filter, LED lights, sticker etc?
15. Going back to the price of the bike, what do you think about the current price of the
bike and if you think that the price is too high or low,?
16. IF, Yamaha were to make some changes (Other than the normal yearly body color) to
the future models, what would you like to see put onto the "Stock" bikes?
Eg- Larger Fuel Tank, Automatic Turn Signal Canceller, Inverted Forks, , LED
Turn Signals, , ABS. Rear Disc Brakes, more power, more cubic capacity.
17. Do you own any other Motorcycles other than Yamaha?
18. Rate the Quality of the dealership where you purchased your bike Serviced on a
scale of ZERO (0) to 10, ZERO (0) being Unacceptable and 10 being Extremely Good.
If, any item does not apply, enter N/A in the text box and leave that item's Slider at
 32

ZERO (0).
a. Sales Department ,
b. Parts Department ,
c. Service Department ,
d. Availability of Accessories/Parts,
19. Did Yamaha Fz live up to your expectations?
20. How do you find YAMAHA bikes compared to other bikes? (excellent good fair poor)
a. Looks / Styling
b. Riding Comfort
c. Handling
d. Acceleration/ Power
e. Value for money
f. Resale Value
21. What do you say about various costs related to YAMAHA bikes? rate(high Moderate
Low)
a. Price of Yamaha Bikes-
b. Maintenance Cost-
c. Spare parts Cost
d. Servicing Cost