A
PROJET REPORT
ON
“CUSTOMER RELATION AND BUYING BEHAVIOUR”
IN CONTEXT WITH “CHAUHAN AUTOMOBILES”
DURG (C.G)
Submitted in the partial fulfillment for the award of degree
Of
BACHELOR OF BUSSINESS AMINISTRATION
Of
Pt.Ravishankar Shukla University, Raipur (C.G)
Session 2009-2010
Submitted by
ABHISHEK KUMAR
JASHWANT
BBA 6TH SEM
MANAGEMENT)
GUIDED BY
MR.SANDEEP
HOD (
DEPARTMENT OF MANAGEMENT
SHRI SHANKARACHARYA MAHAVIDYALAYA
SECTOR-6 BHILAI (C.G)
Certificate
1
To whom may ever it may concern
This is to certify that ABHISHEK KUMAR
student of B.B.A 6th
semester of shri shankaracharya mahavidyalaya , bhilai has carried a research project
on the topic
to hero Honda under my supervision .
This report is original and data collected by the researchers him self are true authentic up
to my knowledge.
We wish ABHISHEK success in his professional career .
Declaration
I ABHISHEK KUMAR student of sixth semester at
“shri shankaracharya mahavidyalaya” her by declare that these research report under the
title ”CUSTOMER RELATION OF HERO HONDA” is the record of my original
work under the guidance of
Mr. Sandeep Jashwant (H.O.D ) B.B.A .
These report has never been submitted any where for award of any degree or diploma.
Place:
ABHISHEK KUMAR
BBA 6TH SEM
Date:
Certificate
This is to certify that ABHISHEK KUMAR a student of B.B.A sixth semester at our
institute under my guidance and supervision she had carried out the research project
under title
“CUSTOMER RELATION OF HERO HONDA“
2
This research report is the original one.
Project guide
(H.O.D management)
PRINCIPAL
Place:
Date :
Acknowledgement
Perhaps the most awaited moment of any endeavor in its successful competition of their
project report cases study having worked on her project for the whole academic session. I
would like to express my sincere gratitude to all those who made it possible.
Firstly I am heartily thankful to my guide Mr. Sandeep Jaswant (H.O.D) of the
B.B.A department under whose able guidance. I had the privilege to work and who
guided at every stage.
I take this opportunity to express my sincere gratitude to our principle for being
guide of philosopher throughout B.B.A program.
At the end last but not the least, I would like to thanks the other staff and non staff
member of this college.
ABHISHEK KUMAR
BBA 6TH SEM
Preface
3
The topic chosen by me for my project is “CUSTOMER RELATION”. In reference to
hero Honda chauhan automobiles the two wheeler especially in the stylish motorcycle.
At present hero Honda is market leader in the Indian market.
Today there are various companies coming in India and these certainly will exist a
cutthroat competition in these field . I have chosen a hero Honda as a topic essence of
my project .today two wheeler consumer due to new manufacturing entrant has started
getting a wide choice while buying one these gave to considered the facility provided by
the two wheeler the price mileage , maintenance and service etc. while buying a two
wheeler .
A normal customer is quit puzzled and faces for an uneven some time huge problems in
deciding which vehicle to buy. I realized the problem and decide to take these up as the
challenge and provide answer to as the requirement of the Hero Honda.
Chapter (1)
Introduction
Chapter (2)
›Introduction
›Two wheeler in India
›Our brand
Chapter (3)
Public relation
Company profile
› History
› Company profile
› Product profile
Chapter (4) Research methodology
›Definition of buying behavior
› Customer buying behavior
› Customer buying decision process
› Introduction
› Research design
› Source of data
4
›Characteristic of buying behavior
› Problem definition
›Scope & limitation of study
Chapter (5)
Data analysis and interpretation
Chapter (6)
Customer response
Chapter (7)
Company promotional strategy techniques
Chapter (8)
Findings
Chapter (9)
Suggestion and conclusion
Chapter (10)
Bibliography
› sampling plan
›Data collection
Index
SERIAL NO:
CHAPTER
PAGE NO:
1)
INTRODUCTION
10-16
2)
COMPANY PROFILE
17-22
3)
PUBLIC RELATION
23-34
4)
RESEARCH METHODOLOGY
35-41
DATA ANALYSIS AND INTERPRETATION
5)
42-52
CUSTOMER RESPONSE
53-54
5
6)
COMPANY PROMOTIONAL STRATERGY
7)
55-62
FINDINGS
CONCLUSION AND SUGGESTION
63-64
BIBLIOGRAPHY
65-66
8)
9)
67
10)
Chapter - 1
Introduction
Satisfaction is the persons feeling of pleasure (or) disappointment resulting from
comparing a product perceived performance (outcome) in relation to his/her expectation.
If the performance fall short of expectation the customer is dissatisfied . If the
performance matches the expectation the customer is satisfied if the performance exceeds
the expectation the customer is highly satisfied ( or ) delighted many companies are
aiming for high satisfaction because they are much ready to switch. ]
Buyer’s expectation formed on the basis of past buying experience,
friend and the associate advice and the marketers and the competitor’s information and
promises. If marketers raise expectations two high , the buyer is likely to be disappointed
. Even if the company sets expectation should match the performances.
6
≈} A customer is the most important person ever in
any company
≈} A customer never depend on company, but the
company depends on him.
≈} A customer is the person who bring company his
Wants.
≈} A customer is not a interruption of marketers
Work he is the purpose of it.
Two wheelers in India
In 60 decade several vehicles were running in the Indian roads those are the sun beams,
AIS, BBA and Royal Enfield. From these motor cycles only the Royal Enfield has
existence in the motorcycle market.
After 60 decade some other motorcycles and scooter had been launched in Indian two
wheeler market, those are the Rajdoots, Java, Vespa and Lamrata .
Indian witrossed the first spate of modernization in two wheeler industry in 1978-79
during that period Piaggio sauntered the Indian market in a joint venture with the Lohia
machines and our major Japanese motor cycle manufacture set up joint venture
companies to produce 50cc two wheeler for the first time.
Objectives of the study
≈} To know the customers expectations
towards hero Honda.
≈} to find out the customer opinion regarding
Various aspect of the bike.
≈} To give the appropriate suggestion to the
7
company regarding their performances.
Our brand
Our brand identity:
 Our brand is the visual expression of tho -ught and the action it conveys to
everyone our intention two constantly inspire the confidence.
 Our customers are the primary audience for our brand.
 Indeed, our brand identity is shaped as much by their belief in hero Honda as the
as it it’s our brand.
 We can do this by the living on the brand essence and by continuously seeking to
enhance our customer experience.
 In doing so, we ensure a special pace for our self in the heart and in the mind of
the customer.
Our brand essence
 Our brand essence is the soul of our brand
 Our brand essence encapsulates or mission at Hero Honda
 It is the singular representation of our terms of endearment with our
customers.
 It provides the basis on which we grow profitability in the market.
 Our brand essence is excitement
 Hero Honda strives to inspire the confidence through the excitement
engineering.
 Blending together youthfully creativity and competitive technology to exceed
the spoken and the implicit expectations of our customers.
 By challenging the given by exploring the unknown and thereby stretching
ourselves towards tomorrow and today.
Learning
8
 Learning is how we insure our proactively
 It is the values that embraces knowledge’s as the plat form for the building
well informed.
Innovation
 It is how we can create the future
 It is that which provokes us to reach beyond the obvious in per suite of that
which exceeds the ordinary.
Speed
 It is how we convey clear convection.
 It is the value that keeps us sharply responsive, mirroring our commitment
towards our goal and process.
Chapter -2
History
India has the largest number of two wheeler in the world with 41.6 million
vehicles. India has a mix of 30 percent automobile and 70 % two wheeler in the country.
India was the second largest two wheeler manufacture in the world starring in 1950’s
with the British automobiles product of India (API) that manufactured the scooter. API
manufacture the lamberts but, another company Bajaj automobiles LTD Surpassed API
and remaining through the turn of the century from its association with piaggio of Italy
9
(Manufacturer of Vespa)
The license raj that exist between the 1940s to 1980s in India , did not allow the
foreign companies to enter the market and import were tightly controlled .These
regulatory maze , before the economic liberalization , made the business easier for local
player to have a seller market . Customer in India was forced to wait 2 years to buy a
scooter from Bajaj. The CEO of Bajaj commented that he did not make a marketing
department, only in dispatch department. By the year 1990, Bajaj has a waiting list that
has twenty six times of annual output for scooter.
The motorcycle segment has the same long wait time with three manufacture; Royal
Enfield, ideal Java and Escorts. Royal Enfield made a 350cc bullet wit the only four –
stroke engine at that time and took the higher end of the higher end of the market but ,
there was little competition for there costumer . Ideal Java and escorts took the middle
and lower end of the market respectively.
In the mid-1980s the Indian government regulation changed and permitted companies to
enter the Indian through minority joint venture. The two wheeler market with for indo
Japanese joint venture: Hero Honda, TVS,Suzuki, Bajaj Kawasaki and kinetic Honda.
The entry of these foreign companies changed the Indian market dynamics from the
supply side to demand side with a large section of two wheelers on Indian market
customer started gain over the product they bought and raise the higher customer
expectation.
 Hero entered the joint venture for technical and financial participation with
one of the largest automotive makers.
 Honda motors company limited of Japan, in 1984 for the manufacturing of
100cc motor cycles in India.
 Group companies Hero corporate service limited – Hero mind mine –munjal
In 1984-1985 HHML came in existence by collaboration of hero motor limited and
Japans Company Honda motors limited for the first 100cc with four stroke motorcycle is
made by Hero Honda motor limited in India.
Company profile
Hero is the brand name used by the Munjal brother in the year 1956 with the flag ship
company hero cycle’s .The two wheeler manufacturing business of bicycle component
10
had originally started in the 1940’s and turned in the world largest bicycle manufacture
today. The Munjal run their own steel make free wheel and other critical bicycle
component and and have diversified in to different like product design. the Hero group
philosophy is;
“ To provide excellent transportation to the common man at easily available and
affordable and to provide the total satisfaction in all its sphere of activity “
He hero group has a passion for setting the higher standard and engineering satisfaction
is the prime motivation way of life and work culture of the group .
In year 1984 Mr. Brij mohan lal munjal , the chair man and managing director of hero
Honda motors , headed an alliance between the Munjal family and Hero Honda company
LTD HHM mission statement is :
” we, at hero Honda , are continuously striving for synergy between technology ,
system and human resources to provide product and services that meet the quality
price and aspirations of the customer”.
Product profile
Price list
Model
PRICE
RTO
INS
TOTAL
CD-Dawn
33250
1805
853
35908
CD-DLX(MAC)
36420
1932
900
39252
PLEASURE
37600
1979
914
40493
SPL.NXG
40100
2029
950
43079
SPL.PLUS
41635
2140
972
44737
PASION PLUS
44550
2257
1012
47819
SUP.SPL.(RING)
46290
2327
1037
49654
SUP.SPL(MAC)
44900
2399
1109
48408
GLR.(MAC/SELF)
47880
2390
1059
51329
GLR.(DISK/SELF
48820
2428
1072
52380
11
CBZ.EXE (SELF/DISK)
59670
2862
1225
63757
HUNK
59390
2851
1221
63462
KARIZMA ZMR
94640
4261
1782
100683


Colors in Vehicle
GLAMOUR
Candy blazing red, cloud silver metallic, tornado metallic grey,
impulse orange metallic, excellent blue metallic.
CD DELUXE
Candy blazing red, cloud silver, candy Tahitian blue, amaranth
mint grey.
maroon, cool

SPLEDOUR
black candy red , blaze , boon silver, metallic, sierra metallic, granti blue
metallic.

PLEASURE
Orange , Candy blazing red, grey silver, Tahitian blue metallic.

CD DAWN
Black, maroon, red

CD 100SS
Candy ruby red black , amazing blue metallic, green metallic.

PASSION PLUS
Moon yellow, cloud silver, amaranth maroon, Tahitian blue, Candy blazing red,
black with purple strips.
 KARIZMA
Green, sky blue black metallic, yellow shade.
12
13
CONSUMER BUYING
BEHAVIOUR
14
The main aim of marketing is meeting and satisfy target
Customers need and wants buyer behavior refers to the peoples or organization conduct
activities and together with the impact of various influences on them towards making
decision on purchase of product and service in a market. The field of consumer behavior
studies how individuals, groups and organization select, buy, use and dispose of goods,
service, ideas, or experience to satisfy their needs and desires understanding consumer
behavior and knowing customer are never simple.
The wealth of products and service produced in a country make our economy strong. The
behaviour of human being during the purchase is being termed as “Buyer Behaviour”.
Customer says one thing but do another. They may not be in touch with their deeper
motivations. They are responding to Influences that change their mind at the last minute.
A buyer makes take a decision whether save or spend the money.
15
16
 To promote the 3 new HERO HONDA bikes, viz. KARIZMA ZMR, PASSION
PRO, PLEASURE.
 To create awareness among the respective target audiences.
 To build up brand image,with different promotional strategies.
Definition of Buyer Behavior:Buyer behavior is “all psychological, Social and physical
Behaviors of potential customers as they become aware of evaluate, purchase, consume
and tell others about product & service.
Consumer Buying Decision Process
There are following five stages in consumer buying decision
Process.
1. Problem identification:The buying process starts when the buyer recognizes a problem or need. The need can be
triggered by internal or external stimuli.
Marketers need to identify the circumstances that trigger a Particular need. By gathering
information from a number of consumers, Marketers can identify the most frequent
stimuli that spark an interest in a product category. They can then develop marketing
strategies that trigger consumer interest.
17
2. Information Search:The consumer tries to collect information regarding various products/service. Through
gathering information, the consumer learns about completing brands and their features.
Information may be collected form magazines, catalogues, retailers, friends, family
members, business association, commercial, chamber of commerce, telephone directory,
trade fair etc. Marketers should find out the source of information and their relative
degree importance to the consumes.
3. Evaluation of alternative:There is no single process used by all consumers by one consumer
in all buying situations. There is several First, the consumer
processes, some basic concepts are:
First, the consumer is trying to satisfy need.
Second, the consumer is looking for certain benefits from the
product solutions.
The marketer must know which criteria the consumer will
use in the purchase decision.
4. Choice of purchasing decision:From among the purchase of alternatives the consumer makes the solution. It may be to
buy or not to buy. If the decision is to buy. The other additional decisions are:
Which types of bike he must buy? From whom to buy a bike? How the payment to be
made? And so on.
The marketer up to this stage has tried every means
to influence the purchase behavior, but the choice is properly.
In the evaluation stage the consumer forms preferences among the brands in the choice
set. The consumer may also form an intention to but the most preferred brand.
5. Post Purchase Behavior:After purchase the product, the consumer will experience the same level of product. The
Marketer’s job not end when the product is buying must monitor post-purchase
satisfaction, post-purchase action, post-purchase use and disposal.
Post Purchase Satisfaction:The buyer, S satisfaction is a function Of closeness between the buyer, S expectation and
the products Perceiver performance. The larger the gap between expectation and
performance, the greater the consumer dissatisfaction.
18
Post purchase Action:The Consumer, S satisfaction or dissatisfaction with the product influence subsequent
behavior. If the consumer satisfied, he or she will exhibit a higher probability of
purchasing the product again. Dissatisfaction consumer may abandon and return the
product.
Post-Purchase Use or Disposal:The marketer should also monitor new buyers use and
dispose of the product. If the consumer store the product in a close, the product is
probably not very satisfying. If the consumer throws the product away, the marketer
needs to know how they dispose of it; especially it can be hurt the environment.
Characteristic of Buyer Behaviors
The chief characteristics of the buyers behaviors are as
follow:(1)It consists of mental and physical activities which consumers undertake to get goods
and services and obtain satisfaction from them.
(2) It includes both observable activities such as walking through the market to examine
merchandise and making a purchase and mental activities-such as forming attitudes,
perceiving advertising material, and learning to prefer particular brands.
(3) Consumer behaviors are very complex and dynamic to constantly changing. And
therefore, management need to adjust with the change otherwise market may be lot.
(4) The individuals specific behaviors in the market place is affected by internal factor,
such as need , motives, perception, and attitudes, as well as by external of environment
influences such as the family social groups, culture, economics and business influences.
19
PROBLEM DEFINATION
PROBLEM DEFINATION
OBJECTIVE OF STUDY
LIMITATIONS OF STUDY
PROBLEM DEFINATION
To know the best consumer buying behavior and demand into the minds of consumer of
Phagwara city because always consumer say something and does something. There are
many companies manufacturing motorcycles into the market, at the same time as there
are many companies manufacturing motorcycles, idea about thinking of customer on
whether, what, how, and for whom to purchase the motorcycle.
Therefore, research is required to measure present consumer buying behavior at the
purchase of Hero Honda bike. so the researcher problem is to identify what are the
criteria that prospective customer takes into consideration before buying the motorcycles.
SCOPE OF STUDY
(1)The main scope of the study is limited to Phagwara city.
(2) It also analysis the benefits accruing to the company as a result of those service.
(3) This study has been made to find the level of satisfaction the Customer has regarding
the service provider by bike place.
Limitations of study
(1)
When the buyers are busy we can’t get accurate data from them.
(2)
According to the time limit of our project we can cover only the some area.
20
(3)
During survey some respondents may not give answer in proper manner.
OBJECTIVES OF STUDY
(1) To know market position of Hero Honda bike in the market.
(2) To know consumer behavior for purchase of two wheeler bike.
21
RESEARCH METHDOLOGY
INTRODUCTION
REASERCH DESIGN
SOURCES OF DATA
SAMPLING PLAN
DATA COLLECTION METHOD
RESERCH METHODOLOGY
(A)Introduction
Marketing research is the function which links the
consumer, customer and public to the marketers through
information used to identify and define marketing, opportunities and problems, generates
refine marketing action; monitor marketing performance; and improve understanding of
marketing as a process.
Marketing research specifies the information required
to address these issues; designs the method for collection
information manages and implements the data collection process; analysis the results and
communication the findings and their implication.
(B)Research definition:
“Research is careful inquiry or examination to discover
new information and relationship and to expand and to verify exiting knowledge,”
Research always starts with questions or a problem. Its purpose is to find answer to
22
questions through the application of the scientific method. It is a systematic and intensive
study directed towards a more complete knowledge of the subject studies.
(B) Research design
“Research design is the plan, structure and strategy of
investigation conceived so as to obtain answer to research question and to control
variance.”
- BY KERLINGER
From definition it is evident that research design is more or less a blue print of research.
At the outset may be noted that there are several ways of Studying and tackling a
problem. There is no signal perfect design.
The research design can be classified in to true broad categories:
(A) Exploratory
(B) Descriptive
(C) Casual
Exploratory research is focus on the discovery of ideas.
Exploratory research is carried out to define problems and
developed hypothesis to test later. An exploratory study is
generally based on the secondary data that are reading available. It does not have to
change his focus of direction, depending on the availability of new ideas and relationship
among variables.
Descriptive studies are undertaken in many circumstances. Descriptive studies can be
complex, determining a high degree of scientific skill on the part of the researcher.
(D) Sources of Data
The sources of data collection methods are as follows.
a) Primary data :The primary data is that which details we collect first time
from the market and also used first time in the research. We also say that the information
is first time in the research decision. To collect the primary data questionnaire is prepared
structure non disguise questionnaire is prepared.
23
b) Secondary data :Secondary data are those data which are already collected by someone for some purpose
and are available for the present study; secondary data are already collected by the
company’s records and other library’s books. When the secondary data are sufficient, the
researcher has to be satisfied with the primary sources of data. Secondary data can be
used as bases for comparison with primary data have been collected by questionnaire.
The present study seeks to find out the consumers attitude
towards buying of bike. The study also aims at findings out the drawbacks of the
marketing set up of Hero Honda PVT. LTD. So this makes the study a descriptive
one.
Data Collection Method
Researcher instruments is the tool by which the researcher
can do research on specific problems or objective. The most
popular researcher instrument for collection data is
“Questionnaire” for a particular investigation. It is simple for a
moiled set of questions presented to respondents for their answers.
Due to this flexibility, it is most common instrument used to
collect the primary data. During the pre- testing of questionnaire, I seen the reaction of
respondents and suggestions required to make change in research instrument.
The questionnaire contains three types of questions.
(1) Open-ended question :It is helpful in knowing what is uppermost in the mind of the
respondents. It gives complete freedom to the respondent.
(3) Dichotomous questions :It has only two answers in form ‘yes’ or ‘no’, ‘true’ or ‘false’,
‘use’ or ‘do not use’. So the respondent is offered two or more choice.
(4) Multiple-choice question :In this, the respondent is offered two or more choice.
24
Sampling plan
Sampling is a process of obtaining. The information about
the entire population by examine a part of it .The effectiveness of the research depends on
the sample size selected for the survey purpose.
(A) sample Site:The survey was conducted in Phagwara city.
(B)Sampling Unit:It means “Who is to be surveyed”. Here target population
is decided and it is who are interested to purchase “Bike” and sampling frame is
developed so that everyone in the target population has known chance of being sampled.
So the survey is conducted particularly in Phagwara City.
(C)Sample size:For the purpose of proper survey, there is need of perfect
research instruments to find out sample size for more accurate result about buying
behavior of bike. The sample size is 40 respondents.
Sampling Method:A Stratified random sample is one where the population is
divided in to mutually exhaustive strata or sub-group and then a simple random is
selected within each of strata on age groups, occupation etc. It may be noted that
stratification does not means absence of randomness. I use a simple random sampling
method.
25
Have a bike:Result
Yes
No
No. of respondent(100)
90
10
26
2) Company name
Company
Hero Honda
Bajaj
TVS
HONDA
No of respondent
11
09
03
07
3) Media
Media
Newspaper
Television
Friends
Other
No of respondent
04
09
14
03
27
4) Knowledge before buying
Result
Yes
No
No of respondent
18
12
28
5) Decision maker
Decision
No of respondent
Father
Mother
Self
Other
16
02
11
01
29
6) Mode of purchase
Mode
By cash
By loan
No of respondent
22
08
30
7) Features consider
Features
Price
Style
Mileage
Easy diving
Color
Brand reputation
No of respondent
2
9
8
3
4
4
31
9) Time period
Year
0-1
1-2
2-3
Above 3
No of respondent
4
19
5
2
32
10)Schemes attracts
Schemes
Special offer
Exchange offer
Cash discount
Festival gift
No of respondent
07
04
13
06
33
10) Satisfaction
Result
Yes
No
No of respondent
27
03
34
35
Customer response
Service feedback
Chauhan automobile
Near SBI bid., station road , durg-491001 tell- (0788)4012344
1 How do you rate overall service experience at the work shop.
Excellent
very good
good
just ok
poor
2 Where you attend promptly you came to the work shop.
Yes
no
3 Do you think that our service supervisor could understand your problem fully?
Yes
no
not fully
4 Did our service supervisor provide information on exact nature of problem?
Yes
no
not fully
5 Was your vehicle ready at the date & time promised by the service supervisor?
Yes
no
6 How do you rate explanation given by service supervisor of work done vehicle.
Excellent
very good
Good
just ok
poor
7 Are you satisfied of the work done on your vehicle?
Yes
no
not fully
8 How do you rate the quality of washing and polishing of your vehicle?
Excellent
very good
Good
just ok
poor
9 Were the charge of service and repair?
Almost as per estimate
more than estimate
no estimate given
10 Are you happy with basic amenities such as drinking water, toilet etc.
Yes
no
11 Will you revisit &recommend this service center to your friend.
Yes
no
We will welcome your valuable comment & suggestion
_____________________________________________________________________
36
____
_____________________________________________________________________
____
Customer details.______________________________________________________
Vehicle registration number._____________________________________________
Model._______________________________________________________________
Customer name._______________________________________________________
Telephone.____________________________________________________________
COMPANY PROMOTIONAL STRATERGIES
1. KARIZMATIX
- The search for the country’s best stuntman.
37
To promote KARIZMA ZMR, we are orgainizing a one day event in leading Indian cities
named KARIZMATIX, which is an event providing platform for every stunt man in the
city. It is basically a competition where by contestants have a time slot of 10 mins to
show their best stunt ability. The best man from the city then competes with other
winners from their respective cities to win the title of India’s best stuntman and a brand
new KARIZMA ZMR!!
1. PASSION PRO – LUCKY DRAW
38
To promote passion pro, we have made provisions for the bike to be displayed at the
leading malls, where test drive facility will be provided. Along with that a lucky draw
competition is organized, where by the shoppers just have to fill in a form and drop it at
the drop box provided at the mall display. The lucky winners will win the new HERO
HONDA PASSION PRO.
Our Mall Partners for the lucky draw promotions are, INORBIT MALL, ATRIA MALL,
PALADIUM MALL & LIFESTYLE.
1. GIRL UP! – Stay true. Stay brave. Stay you.
39
GIRL UP! Is the campaign taken up to promote HERO HONDA PLEASURE. The idea
promoted was that, a bike is specially launched for the fairer sex, since women today, are
independent and at power with men.
The campaign is promoted by the medium of T.V, where by women are asked to send
write – ups on how they have proved to be equal to men or any act of independence or
bravery. The girl sending the best write up would thus get a chance to come on T.V &
win the new HERO HONDA PLEASURE
40
Special discounts on spares and free services for your Hero Honda motorcycle along
with attractive gifts at various milestones. This is our way of making sure that every
time you come to us for servicing your motorcycle, you take away more than just the
benefit of world class servicing in our automated workshops!
41
SPECIAL OFFERS JUST FOR YOU
From time to time we will bring for you exclusive offers with
the best brands in the country for products that will keep your
entire family happy
PROMOTIONAL TECHNIQUES
To create awareness amongst the people of the country, all the channels of media were
used for effective communication with the audience.
PRINT MEDIA
42
1. HOARDINGS
A large number of hoardings were put across the country at prime locations
in association with BRIGHT MEDIA as our outdoor partner.
2. MAGAZINES
Print advertisements are being published in leading automobile and women
magazines viz. Auto india, auto car india , overdrive, bike, femina, women’s
era.
3. POSTERS
The first slot of 10,000 posters were printed and put up at prominent
locations like, cafes, colleges, trains, buses, main street junctions etc.
4. NEWPAPERS
Full page print advertisements were published in leading newspapers viz.
THE TIMES OF INDIA, DNA, MID – DAY & HINDUSTAN TIMES.
T.V. ADDS
A 4-5 minutes T.V. commercial, for each bike, is aired on T.V. 30 –
35 times a day in association with, M. T.V, Channel [V], SONY,
STAR PLUS, ESPN as TV CHANNEL PARTNERS.
RADIO
Prior to the launch of these 3 bikes, the famous hero Honda jingle
was never aired on radio, which is now being aired 15 – 20 times a
day in association with BIG FM & RADIO CITY as RADIO
PARTNERS.
IPL
HERO HONDA KARIZMA ZMR, took over the title sponsorship of IPL, defeating DLF
in price and other deliverables. The 2 main deliverables offered by IPL besides the usual,
are as follows.
- 3 min advertisement of KARIZMA ZMR, in every
commercial break.
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Whenever a batsman hits a ‘6’, the KARIZMA ZMR will ride through the
screen, along with the line “will he continue to be the fastest cricketer and
win the ZMR”.
The highest scorer of the match will be entitled to win the bike.
-
MOOD- I
KARIZMA ZMR sponsored MOOD-I, which is the best college
festival in the country as MAIN SPONSOR. MOOD- I is an
effective platform to communicate with the immediate target
audience, since it gathers a crowd of 20,000+ college students.
Findings
The study shows that 51 respondents are using Hero Honda.
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 The current trend is that respondents give maximum no of point to price and
mileage.]
 The study show that 48 respondents are come to know from “others” and 26
respondents are come to know from “friends” about Hero Honda bike.
 The study shows that 55 respondents are purchase Hero Honda bike by Loan and
45 respondents are purchase Hero Honda bike by cash.
 The study shows that 31 respondents are give point to mileage.
 The study shows that more no. of respondents gives more weight age to price. The
more no. of serviceman, Students, Businessmen, and others give more weight age
to the price when Professionals give more weight age to the mileage.
 The study shows that 46 respondents are father take a
Decision to purchase bike And 42 respondents are self
take a decision to
purchase bike.
 The study shows that 30 respondents are give rank to available in show rooms and
35 respondents are give rank to after service.
 The study shows that 43 respondents are giving excellent to festival offer and 41
respondents are give poor rank to the
anniversary offer.
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CHAPTER - 9
Suggestion and conclusion
SUGGESTIONS
1. Hero Honda should introduce a low price moped
2. For the promotion, company should make road-show that will Increase the sales. The
company should give more concentrate on the advertisement.
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3.Hero Honda Company should implement a new strategy to reduce the competition and
lead into the bike market.
4. As people expect more mileage per kilometer, company should increase the mileage of
the hero Honda bike.
5. Hero Honda should make a sports bike like to Kawasaki Suzuki Hyabusa bikes which
can run with maximum speeds.
BIBLOGRAPHY
(1) Marketing research, G.C.Beri, Third Edition, Tata McGrawHill Publishing
Company Limited, New Delhi, 2000
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(2) Marketing management, Philip Kotler, Twelth (Millennium) edition, PrenticeHall of India Private Limited, New Delhi, 2003
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