Professional Documents
Culture Documents
ON
INSTITUTIONAL SALES & MARKET MAPPING
SUBMITTED TO SUBMITTED BY
MR. S.B. DUBEY MAHIPAL SINGH
Faculty Guide MBA-3rd SEM
1
DECLARATION
Presentation in charge
(Faculty)
signature of the candidate
2
ACKNOWLEDGEMENT
First and foremost, my sincere thanks to Mr. S.B. Dubey [Faculty Guide of IMT, Faridabad] who
motivated us to take summer internship assignment. Without his continuous help and
enthusiasm, the project would not have been materialized in the present form. She constantly
inspires me to come with new ideas and take responsibilities and this project was no exception
to this inspiration
I am extremely grateful to Ms. Archana Verma (Sr. Manager) for guiding and supporting me
throughout my training at Yamaha Motors. Their helpful supporting attitude and willingness to
teach has been a great help in my successfully completing the assigned project. My experience
there has been immeasurable and working under their guidance was very useful.
(MAHIPAL SINGH)
3
PREFACE
The success of any business entity solely depends on how effectively does it utilizes its
optimum resources and how soon does it make arrangements for the removal of the
customers grievances. Moreover, the company should always be ready to make
necessary changes according to the requirement in order to attract more customers so
as to maintain a substantial growth in the market. The topic given to me was:
I have tried to put my best efforts to complete this task on the basis of skill that I
have achieved during my studies in the institute.
I have tried to put my maximum effort to get the accurate statistical data. If there
is any error or any mistake in collecting the data, please ignore it.
4
TABLE OF CONTENTS
Chapter 1.
1. Executive summary
2. Conceptualization
(a) Industry profile
(b) Yamaha motors company profile
3. Review of existing literature
(a) History of Yamaha motors
(b) Yamaha management principles
4. Objective of the study
5. Hypotheses
Chapter 2
1. Research mythology
(a) Profile of the organization
(b) Swot analysis
(c) Primary & secondary objective
(d) Research design
(e) Sample size
(f) Data collection
(g) Yamaha motors
2. Limitation of the study
Chapter. 3
1. Data analysis & interpretation
Chapter. 4
5. Recommendation
6. Bibliography
7. Appendices
5
EXECUTIVE SUMMARY
Automobile is one of the largest industries in global market. Being the leader in product
and process technologies in the manufacturing sector, it has been recognized as one of the
drivers of economic growth. During the last decade, well directed efforts have been made
to provide a new look to the automobile policy for realizing the sector's full potential for
the economy. Steps like abolition of licensing, removal of quantitative restrictions and
initiatives to bring the policy framework in consonance with WTO requirements have set
the industry in a progressive track. Removal of the restrictive environment has helped
restructuring, and enabled industry to absorb new technologies, aligning itself with the
global development and also to realize its potential in the country. The liberalization
policies have led to continuous increase in competition which has ultimately resulted in
modernization in line with the global standards as well as in substantial cut in prices.
Aggressive marketing by the auto finance companies have also played a significant role
in boosting automobile demand, especially from the population in the middle income
group. Two-wheeler segment is one of the most important components of the automobile
sector that has undergone significant changes due to shift in policy environment. The
two-wheeler industry has been in existence in the country since 1955. It consists of three
segments viz. scooters, motorcycles and mopeds. The composition of the two-wheeler
industry has witnessed sea changes in the post-reform period. In 1991, the share of
scooters was about 50 per cent of the total 2-wheeler demand in the Indian market.
Motorcycle and moped had been experiencing almost equal level of shares in the total
6
the total two-wheelers while the shares of scooters and mopeds declined to the level of 16
There is a large untapped market in semi-urban and rural areas of the country. Any
strategic planning for the two-wheeler industry needs to identify these markets with the
prioritized using these techniques with the help of secondary data on socio-economic
parameters. For the two-wheeler industry, it is also important to identify the target groups
for various categories of motorcycles and scooters. With the formal introduction of
secondhand car market by the reputed car manufacturers and easy loan availability for
new as well as used cars, the two-wheeler industry needs to upgrade its market
information system to capture the new market and to maintain its already existing
markets. Availability of easy credit for two-wheelers in rural and smaller urban areas also
requires more focused attention. It is also imperative to initiate measures to make the
presence of Indian two-wheeler industry felt in the global market. Adequate incentives for
Promotion Council would be of great help for further surge in demand for the Indian two-
wheeler industry.
The feeling of freedom and being one with the Nature comes only from riding a
two wheeler. Indians prefer the two wheelers because of their small manageable size, low
maintenance, and pricing and easy loan repayments. Indian streets are full of people of all
age groups riding a two wheeler. Motorized two wheelers are seen as a symbol of status
by the populace.
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Japans Yamaha Motor Company, one of the biggest motor bike companies in the
world, faced numerous difficulties after the Asian financial crisis. As currencies, stock
markets and asset values in many countries plummeted, there was a major decline in the
earning and purchasing powers of consumers. Yamahas motor bike segment accounted
for nearly 60% of its total sales but the companys market share in the Asian nations
declined rapidly from 18% in 1999 to 11% in 2003. Yamaha Motor India stopped
production for five to seven days each in March and April due to slackening demand. The
company is planning to continue with 7-10 no-production days every month for the next
couple of months. The move is a sign that Yamaha Motor Indias performance has not
improved since its managing director, T Ishikawa warned staff that the management was
ready to shut Indian operations if the companys revival did not go as intended. Ishikawa
had said, the top management is closely monitoring two indicators (new marketing
sportive models Yamaha is not able to increase its sale in India. Yamaha has great
challenge in front of him to increase its share in India automobile market. There are so
many competitors in Indian automobile industries such as Bajaj, Honda, Hero Honda,
Suzuki and TVS etc. Biggest rival is Hero Honda which acquire largest market share in
Indian market, is the biggest competitor of Yamaha. However the real challenge for
Yamaha is to spread the awareness about its new product. Find out the suitable method of
advertisement to make people know more about the Yamaha. Yamaha has target the youth
who has passion about speed and style and look. Majority of Indians, especially the
youngsters prefer motorbikes rather than cars. Capturing a large share in the two-wheeler
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industry, bikes and scooters cover a major segment. Bikes are considered to be the
favorite among the youth generation, as they help in easy commutation. Yamaha has set
Yamaha brand is globally known for sportive look, young and high performance.
It has not worked in India that led Yamaha market share crashing from a peak of 27% in
1993 to a low of 2-3%. Now, Yamaha has involved in positioning the brand on the lines
of global pattern and accordingly introduced new bikes. The research intends to explore
the reasons which are keeping Yamaha from being not successful in the Indian market.
The data collected has been obtained from primary and secondary means. Primary means
data collected from questionnaire and one to one interaction. Secondary means include
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10
INDUSTRY PROFILE
have worked, since beginning, to build products that stand out for their quality
wherever they are sold. Over the years, the company has diversified into a number of
areas of business. In the year 1960, they began manufacturing powerboats and
outboard motors. Subsequently, they have made their proprietary engine and
their products from land to sea and even into the skies, with manufacturing and
racing karts, golf cars, multi-purpose engines, generators, water pumps, snowmobiles,
helmets. Yamaha Motor India (YMI) was incorporated in India in August 2001 as a
100% subsidiary of Yamaha Motor Corporation (Japan), the parent company. But it
operated in India as technology provider for almost two decades before incorporation.
plants. One at Faridabad (Haryana) and the other at Surajpur (Uttar Pradesh).
Presently 10 models roll out of the two Yamaha Plants. The infrastructure of the two
plants support productions of motorcycles and its parts for both, the domestic as well
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sea changes in the post-reform period. In 1991, the share of scooters was about 50 per
cent of the total 2-wheeler demand in the Indian market. Motorcycle and moped had
been experiencing almost equal level of shares in the total number of two-wheelers.
In 2003-04, the share of motorcycles increased to 78 per cent of the total two-
wheelers while the shares of scooters and mopeds declined to the level of 16 and 6
per cent respectively. A clear picture of the motorcycle segment's gaining importance
during this period is exhibited by the Figures 1, 2 and 3 depicting total sales, market
share and gross turnover during the period 2002-03 through 2008-09.
terms of quantity)
12
Source: Society of Indian Automobile Manufacturers (SIAM) home, industry
URL: www.siamindia.com/scripts/production-trend.aspx
URL: www.siamindia.com/scripts/production-trend.aspx
13
Table 3: TURNOVER OF AUTOMOBILE INDUSTRY FOR YEAR 2002-03 TO 2006-07
14
Source: Society of Indian Automobile Manufacturers (SIAM) home, industry
URL: www.siamindia.com/scripts/production-trend.aspx
The Cubic Capacity (cc) of a vehicle is defined as the volume of the cylinder between the
piston top dead center and bottom dead center. Cubic capacity is expressed in cubic
centimeters or cubic inches. The vehicles in the two wheeler segment have been
demarcated on the basis of Cubic Capacity. The different capacities are: less than 100cc,
Kando is the Japanese word to express feelings of excitement and deep satisfaction. For
them the forms that these feelings can take are as varied as the peoples all around the
world for experience then with Yamaha products in their lives and work on land, on sea
and in air. And as their progress and the concerns of the environment change, the standard
by which they measures true satisfaction in their lives has also changed. That is why at
Yamaha motors they know that they must constantly evolving as a company. And
therefore they are passionately dedicated to the challenge of being a company that creates
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16
REVIEW OF EXISTING LITERATURE
In India there are 100 people per vehicle, while this figure is 82 in China. It is expected
that Indian automobile industry will achieve mass motorization status by 2014. India is
the second largest tractor manufacturer in the world. India is the fifth largest commercial
vehicle manufacturer in the world. The number one global motorcycle manufacturer is in
India. India is the fourth largest car market in Asia - recently crossed the 1 million mark.
motorcycles contribute 80% of the segment size. India is the largest three-wheeler market
in the world. Unlike the USA, the Indian passenger vehicle market is dominated by cars
(79%). Tata Motors dominates over 60% of the Indian commercial vehicle market.
Automobile put the horses on rest and changed the way of living for mankind, is a
wheeled passenger vehicle that carries its own motor. The term 'automobile' is derived
from Greek and Latin words. 'Auto' in Greek means 'self' and 'mobiles' in Latin means
'movable.' The phrase refers the fact that it 'moves by itself.' Automobile used to be also
addressed as 'motor wagon' or 'horseless carriage'. The first automobile rolled in India in
1897 in Bombay (now Mumbai). Soon number of cars increased on the roads and it
became the status symbol until Maruti entered the market. The first automobile in India
rolled in 1897 in Bombay. Within two- Wheelers, motorcycles contribute 80% of the
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segment size. Two-wheeler segment is one of the most important components of the
automobile sector that has undergone significant changes due to shift in policy
environment. The two-wheeler industry has been in existence in the country since 1955.
It consists of three segments viz. scooters, motorcycles and mopeds. The composition of
the two-wheeler industry has witnessed sea changes in the post-reform period. In 1991,
the share of scooters was about 50 per cent of the total 2-wheeler demand in the Indian
market. Motorcycle and moped had been experiencing almost equal level of shares in the
cent of the total two-wheelers while the shares of scooters and mopeds declined to the
There fore there is very vast scope of the two-wheelers in Indian market as it has
been already mentioned above that in India there are around 100 people per bike. So
among the remaining 99 people if we target only 1 among them the sales will reach the
sky. Even if we target 1 in every 1000 people in India there is very huge scope of the
market share growth. So we will have to make the strategies and the target to reach those
customer, who are willing to but new bike and this can be done through market mapping
i.e. to find out that in which area the demand can be created and who can be our targeted
1960 TO 1969
18
Assembly and partial manufacturing started in Plant 1.
Poland.
1970 TO 1979
Introduction of scooters.
1980 TO 1989
to the urban population demand for a few efficient and sleek looking Motorcycles,
175cc Super-D Model was introduced. Surajpur plant was established in NOIDA.
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Started manufacture of RX-100 cc Motorcycle with technical collaboration with
Delhi in UP state.
1990 TO 1999
ISO 9001 was conducted. Joint venture with Yamaha Motors Limited Japan.
2000 TO 2008
The share of Yamaha Motor has increased to Yamaha 74% and Escorts 26%.
YMEL became a total subsidiary of YMC and its name changed from YMEL to
YMI.
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Launch of Enticer 125 cc & Libero 106 cc (4 stroke) Motorcycle
Launched a state of art gladiator in the 125cc category and re invented its brand
value.
They remain keenly aware of their customers evolving needs and provide them with
quality products and services of exceptional value that surpass their expectations.
nurturing and empowering their employees to the fullest. Whilst cultivating their
employees creativity and all-round abilities, they have also established an equitable
system of evaluation and rewards to encourage their people to strive towards newer
benchmarks.
Innovation:
Their goal is to enhance the enjoyment that people find in mobility. AtYamaha,they
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constantly attempt to innovate to make this possible and continue their pursuit to seek an
ideal harmony between people and machines and create new thrills.
Challenge: Fresh
challenges have always helped them open up new world of excitement for them, as well
as, for their customers. This is readily evident from Yamahas history and the many
Firsts that go along with Yamaha name. It is the same spirit of challenge that fuses the
Emotion:
The products they provide- motorcycles, water and recreational vehicles- add to
lifes fun and excitement. At Yamaha they are committed to ignite the sense of adventure
in their customers, and support people who take the challenge for seeking new heights.
Vision:
We will 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 &
Mission:
We are committed to be the Exclusive & Trusted Brand renowned for marketing and
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
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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
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Objectives
1. To critically analysis sales and marketing mapping in Yamaha motors India Ltd.
2. To gain familiarity with the organizational enviourment & the work culture existing in
the organization.
4. The purpose of the study is to evaluate the impact of he sales &market mapping carried
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25
HYPOTHESIS
For the exploration of problem (if any) with R15 bike we have assumed the hypothesis
that The cost of the bike is higher when compared with other bike in its segment.
In this objective the main focus was on understanding the type of customer who had
purchased the FZ bikes, to understand the consumer behavior .Also to look after what is
their exact requirement from the bike. The survey is conducted on the existing customers
to know the feedback about the bikes. The questionnaire is developed to get the responses
about the bike. The questionnaire is developed for if there is any problem in the bike,
26
how can bike be more improved so that it can become more competitive among its
27
Profile of the Organization
28
BUSINESS TO BUSINESS (B2B) MARKETING STRATEGIES
ways, including the need to closely align corporate brands, divisional brands and
marketing cycles.
Quite often (www.almnahij.com), the target market for a business product or service is
smaller and has more specialized needs reflective of a specific industry or niche.
Regardless of the size of the target market, the business customer is making an
organizational purchase decision and the dynamics of this, both procedurally and in terms
of how they value what they are buying from you; differ dramatically from the consumer
market. There may be multiple influencers on the purchase decision, which may also
have to be marketed to, though they may not be members of the decision making unit.
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Pricing:
The business market can be convinced to pay premium prices more often
than the consumer market if you know how to structure your pricing and payment
terms well. This price premium is particularly achievable if you support it with a
strong brand.
Promotion:
information seeking and decision making habits of your customer base, not to
mention the vocabulary unique to their segment. Specific trade shows, analysts,
industry/product area. What this means is that once you figure it out for your
budget) but figuring it out can be a special skill and it takes time to build up
(inside or outside) sales force is often critical in the business market. If you sell
through distribution channels also, the number and type of sales forces can vary
30
BUSINESS TO BUSINESS (B2B) MARKETING COMMUNICATIONS
tactics generally include advertising, public relations, direct mail, trade show
support, sales collateral, branding, and interactive services such as website design
and search engine optimization. The Business Marketing Association is the trade
Positioning Statement:
The next step is to develop your messages. There is usually a primary message that
conveys more strongly to your customers what you do and the benefit it offers to
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Whatever form your BUSINESS TO BUSINESS (B2B) marketing campaign will take,
build a comprehensive plan up front to target resources where you believe they
will deliver the best return on investment, and make sure you have all the
infrastructure in place to support each stage of the marketing process - and that
doesn't just include developing the lead - make sure the entire organization is
Strengths:
1. Yamaha motor are known for it specific design and models all around the world. 2.
4. Customer satisfaction and high quality product with advance and latest technologies
(Technical Expertise).
Weaknesses:
2. Mileage is not up to the standard mark as Indian market put more focus on this.
Opportunities:
32
1. Launching of new products and variants of existing models backed up by
Threats:
2. Government regulation.
Ansoff Matrix:
Market Penetration:-
It means to launch a new product or service in new market. For e.g. YAMAHA
Market Extension:-
It means to launch a new product and services in existing market. For e.g. YAMAHA
It means to launch an existing product or services in new market for e.g. YAMAHA
reaching rural areas also through their bike like ALBA & CRUX.
Diversification: -
RESEARCH METHODOLOGY
activity & as such it is used in a technical sense. According to Clifford Woody, research
solutions, collecting, organizing & evaluating data, making deductions & reaching
conclusions, & at last carefully testing the conclusions to determine whether they fit the
formulating hypothesis.
PRIMARY OBJECTIVE
2- Competition survey
(Focus on customer profile, Pricing of products, display, salesman skills, about new
(Ensuring proper field activities like Sales camps test rides/tagging. Participation in Super
Service Camp at palwal, Canopy, Yes Yamaha Caravan Activity, Road shows, customer meets
SECONARY OBJECTIVE
PROBLEM DEFINATION
There are three major problems which were investigated during the course of this research.
To study the customer perception about of brand value of the Yamaha Company in the
allocated region.
To do a comparative analysis of the major brands including Yamaha based on various sales
To identify the areas of improvement based on primary data collected and to give
company.
35
Hero Honda Motors
TVS Motors
Suzuki
Bajaj Motors
The Indian two-wheeler contributes the largest volumes amongst all the segments in
automobile industry. Though the segment can be broadly categorized into 3 sub-segments
via; scooters, motorcycles and mopeds; some categories introduced in the market are a
combination of two or more segments. There are a lot of companies in this Industry. The
major players are: Hero Honda Motors Ltd is one of the leading companies in the two-
wheeler industry. At present, it is the market leader in the motorcycle segment with
around 50% of the market share during FY 2003-04. The company has emerged as one of
the most successful players, much ahead of its competitors an account of its superior and
company has been consistently addressing the growing demand for motorcycles and has a
cumulative customer base of over 5 million customers, which is expected to reach 6mn
mark with the rural and semi-urban segment being the new class of consumers.
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Hero Honda continues to hold the coveted position of being the largest
individual two wheeler companies in the world as also being the No.1 two
New model 'Dawn' recorded monthly sales of 10,000 units within three
months of launch.
The total sales turnover of the company was Rs.1, 745.21 crores in quarter
ended June 30, 2004 from Rs.1, 359.82 crores in the corresponding period last
year.
Profit before tax was Rs.885 crores and Profit after tax was 581 crores in the
FY 2002-03.
The company's sales volume during the first quarter of the year 2004 also recorded a
CD 100
CD 100 SS
Splendor
Passion
CBZ Xtreme
CD Dawn
Karizma
Splendor +
Passion Plus
37
Passion Pro
CBZ Star
BAJAJ AUTO
Established in 1945, it was incorporated as a trading company. From 1948 till 1959, it
imported scooters and three wheelers from Italy and sold them in India. It then obtained a
production license in 1959 and struck a technical collaboration with Piaggio of Italy in
1960 and continued with the same for the next two decades. The production Scooter
commenced in 1961. Three wheeler productions followed in 1962. Its collaboration with
Piaggio expired in 1971 and since then the Company's scooters and three wheelers are
sold under the "Bajaj" brand name. It is one of India's top ten companies in terms of
market capitalization and among the top five in terms of annual turnover. Under the
24% equity participation by the Company and 27% participation from Maharashtra State
facilities are located at Satara, in Maharashtra State. This helped augment production
capacities. These scooters are marketed through the Company's distribution network and
Maharashtra State. In this plant, scooter production commenced in 1986, three wheeler
production commenced in 1987 and motorcycle facilities were commissioned in 1990 &
38
1991 respectively. From 1961 when the annual production was about 4000 units, today
the Company has become a market leader with annual production in excess of 1.35
million units and with product offerings in all segments (mopeds, scooters, motorcycles,
PlatinaPulsar150KS
Pulsar150SS
Pulsar180SS
Pulsar220
Discover DTSi
TVS Motor Company Limited, part of the TVS Group, is one of India's leading two-
more than 5 million happy customers. It has a strong sales and service network of 430
Authorized Dealerships, 1018 Authorized Service Centers and over 864 Certified Service
Points, TVS is growing from strength to strength. TVSs heavy reliance on few models
like Victor, Fiero and Scooty for growth and absence of models in the entry level
segment would mean a slower growth in its market share in the medium-term.
39
The Fiero F2 and Scooty Pep both had been designed to set new standards in style and
Scooty streak
Scooty pep+
Star city
Flame
Apache RTR150
Apache RTR180
SUZUKI
Suzuki motor company a subsidiary of Suzuki motor company of Japan is the latest
entrant in the already crowded two wheeler market in India that is dominated by players
like hero Honda, Bajaj Auto, TVS motors and Royal Enfield motors. However the name
Suzuki is not new to Indian market, the company was in a tie up with TVS motors for
Japan and has the manufacturing philosophy of providing value packed product right
from inception.
The company has started its India operation with three mass market motorcycles and is
also expected to come up with a 150 cc high performance set of two wheelers soon. The
company has a manufacturing capacity in Gurgaon to churn out over one lakh
40
motorcycles annually. The company employs around two hundred people and will step up
its production capabilities as and when required. Some higher end models are also
Zeus
Zeus125
SS125
Heat
Zeus150R
Intruder-M1800
Hayabusa-1300
YAMAHA MOTORS
a) CRUX: CRUX delivers exceptional durability that a frequent user like you would
appreciate. It moves smoothly even when carrying heavy loads or passengers. The CRUX
will meet all your requirements. Crux, the complete economy 4-stroke bike gives
unlimited mileage and pleasure. Its 106 cc, 4-stroke engine, multi-reflector lights and
long seat. Its the most comfortable 4-stroke commuter bike on the Indian roads.
b) ALBA: The Yamaha Alba is one of a kind: Albas electric start engine youthful
style and modernism with thoughtful decency! Get a feel of Yamaha Albas robust and
41
solid design.Its 106 cc, 4-stroke engine. One is drawn to the bikes stylist front cowl, the
free-revving 11 bhp engine with Yamaha Throttle Position Sensor (YTPS) that
FZ-16: The FZ16 takes attention away from others on the road as it makes its personality
felt. Due to minute calculations and overcoming major challenges, an ultimate body
balance has been produced. The agile running performance is extremely exciting. The
superior performance brings riding feel, which when you ride provides you an emotional
high. It is 4-stoke, Air cooled engine and 153 cc bike. Its generating 14 bhp powers. Both
FZ-S: The new FZ-S is for stylish and attention seeking Macho man. It is designed to
satiate the need for style and fashion by riders. With the Triple Macho concept projecting
the Muscular silhouette, muscular body parts and muscular chassis, FZ -S is an object on
the street and reflects visual expression of performance. It is 4-stoke, Air cooled engine,
self start and 153 cc bike. Its generating 14 bhp powers and it has tubeless tyre. Yamaha
R15:
42
Harmony between rider and machine. YAMAHA's Human Technology involves
studying the form of the motorcycle actually in motion with the rider on it. The R series
2) An easy to ride seating area that gives riders the freedom of movement and allows
3) The glamorous tail treatment that takes into account the management of airflow
4) A sensual racing form that brings all 3 of these elements together in a harmonious
stoke, Liquid cooled engine, self start and 149.8 cc bike. Its generating 17 bhp powers
and both tyres are tubeless radial tyre. DiASil cylinder is used in construction.
MT-01: There is nothing like the MT-01: a massive engine that produces huge torque for
hammer-blow acceleration, a sports chassis that knifes through the turns, a pulsating
exhaust note that's total aural ecstasy and monumental styling that'll stop the traffic. Its in
1670 cc segment and 4-stroke engine with maximum power of 66.3 bhp.
many dustbins have been placed all over the plant. Cleanliness is next to godliness.
COMPETITION SURVEY
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The main focus which comes under this objective is to analyze the sales man skills at showroom
of other companies. Also to gather information about their new launches and critically analyzes
RESEARCH METHODOLOGY
The method we adopted is that we visited different showroom located in our allocated
salesmen. Sales also depend on the convincing power of salesmen and their
speaking skill.
In Bajaj showroom salesmen are good but their speaking skill is not up to
standard.
In Yamaha showroom salesmen are good, but they fail to convince the
the company. The role of the Salesmen is very important then any company
44
In Yamaha salesmen behavior is good.
any company to manage the customers details who visited the showroom for
This enquiry can help to find out the loyal customers, and those customers who
customers.
it is closed.
e) Salesmen Dress code Salesmen dress code is very important as its create a
sense of feeling in the salesmen mind that they are part of a company and they
are responsible for any good and bad thinks that happened.
I. Segment All the automobile companies are launching its new product in all
45
Yamaha which is known for power and stylist bike has launched a new
Bajaj has also launched the new variant of Pulsar (Pulsar 220), a powerful
Suzuki has launched GS 150R a very powerful bike in 150 cc which has
all the attributes such as power, style and good mileage which is most
II. Technology In this competitive era all companies are developing new
technology which enhances the bike attributes and make place in customers
mind.
Yamaha has come with TPS system which uses a microprocessor chip.
III. Mileage In Indian market most of the people give priority to mileage; their
the common people. Hero Honda gives good average in all segments.
46
IV. Price Indian People are very price sensitive. Most of people give priority to
the price, others parameter such as power, style and look has no importance.
this objective the main focus was on understanding the type of customer who had
purchased the bikes, to understand the consumer behavior .Also to look after what is their
exact requirement from the bike. The survey is conducted on the existing customers to
know the feedback about the bikes. The questionnaire is developed to get the responses
about the bike. The questionnaire is developed for if there is any problem in the bike,
how can bike be more improved so that it can become more competitive among its
In this objective the main focus was on understanding the type of customer who had
purchased the FZ bikes, to understand the consumer behavior .Also to look after what is
their exact requirement from the bike. The survey is conducted on the existing customers
to know the feedback about the bikes. The questionnaire is developed to get the responses
about the bike. The questionnaire is developed for if there is any problem in the bike,
how can bike be more improved so that it can become more competitive among its
47
Promotion is very important for success of any brand. Its the part of marketing.
important promotion methods are advertising, personal selling, sales promotion, publicity
and direct marketing. The marketer has to decide which method would be most suitable
combined with sales promotion? The company has to know the target consumers, their
location, what media do they access to and what are their media preferences, etc.
methods which can be easily applied and not costly. We took part in various activities to
1. Tagging This one of cheap way of promoting the brand, we used to do tagging
at various places where there is crowd of two-wheelers. This is very cheap way to
2. Road Show We have conducted a road show in palwal before the Super
Service Camp. This super camp was conducted for 4 days. Four bikes were
3. Canopy Canopy is also one of the easy and simple ways of promoting a brand.
It is one of the best way to promote a brand at a place where other modes of
places. We arrange canopy at various places with two bikes for demo and test
drive.
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4. Caravan Activity This activity was conducted by the higher authority at the
head quarter. I was lucky that I got chance to be a part of this activity. I took part
There was a caravan in which there was a Flat T.V. with surrounding sound. Ads
of Yamaha were displayed on the T.V. at various places in the city where there
was crowd.
RESEARCH DESIGN
was collected during the course of the research from various locations of,
Agree/ Disagree & very bad/very good were scaled in absolute cardinal
values.
The questionnaire was a well formulated combination of both open and
interpreted included.
SAMPLE SIZE
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We chose the method of Simple Random Sampling for finding our target
sample.
Sample size is small due to reason that every respondent is not ready to fill the
questionnaire.
DATA COLLECTION
Data forms the most important part of the research process as the entire process in
dependent on the availability of quality data for analysis. Data are of two types -
Primary Data
Secondary Data
In this research process data was collected in the primary form through first hand
customer interaction through the medium of questionnaires and through the use of
Magazines, Newspapers
Reviews
Research articles
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There's a lot more secondary data than primary data, and secondary data is a whole lot
cheaper and easier to acquire. The problem is that often the reliability, accuracy and
integrity of the data is uncertain. Who collected it? Can they be trusted? Did they do
Palwal
Gurgaon
Faridabad
No. of questionnaires 1
No of questions involved 14
questions
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Figure 1: DATA STRUCTURE
The questionnaire was prepared to know the consumer behavior of the Yamaha Customer
and to know the number of R15 & FZ-16/S existing customers. The questionnaire
consisted of 14 questions which were made for getting information about buying motives
of the bikes and for getting the knowledge about the feedback of R15 & FZ-S/16.
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LIMITATIONS
The sample size for the primary data collection was small, just 100. A larger
sample might have increased the precision and accuracy of the readings, findings
and analysis.
Since it is limited only to two wheeler Customers so the entire consumer behavior during
sales and service of any type of product can not be projected on this research.
Being a Management Trainee it was sometimes very difficult to get information from
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Graph: Sales in different cities
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This graph describes about the price comparison of different bikes of companies in 100 cc
segment.
This graph describes about the price comparison of different bikes of companies in 125 cc
segement.
This graph describes about the price comparison of different bikes of companies in 150 cc
segment.
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This graph presents the sales of different companies in January to May 2009.
Graph: Sales of Yamaha Bikes in Palwal Region from January to June 2009.
This graph shows the sales of Yamaha Bikes in Palwal region from January to June 2009.
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FINDINGS AND ANALYSIS
1. Customers in small cities are in habit of getting any type of discount or gift.
4. Black and Red color is mostly liked by the customers while purchasing bike.
6. People came to know about Brand Yamaha mostly by their colleagues or friends.
7. Its nearly one year new product(FZ-16,FZ-S AND R15) have been launched but
bikes.
8. Mostly people think that price of Yamaha bike is high and mileage is not good.
11. The service centers are very less in number, which make it far from the
customers place.
12. The major age groups who ride on bike are 15-25.
13. The customer basically want that R15 should be less costly and the tyre should be
broader.
14. The best feature in FZ-16 & FZ-S is its stylish new look and its stylish tyres.
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RECOMMENDATIONS
The recommendations from the thorough analysis of this research are as follows-
PRODUCT:
PRICE:
Yamaha must reduce the prices of their bikes Specially 100 cc segment to give
More care should be given regarding the price and availability of spares.
PLACE:
New dealerships should be opened in the rural and semi urban markets of
Gurgaon,
A new product in the 150cc and higher category should be launched with
competitive pricing.
PROMOTION:
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The advertisement and promotion strategy needs to be more aggressive.
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BIBLIOGRAPY
www.siamindia.com
www.tutor2u.com
cfltaskforce.treasury.gov.au
www.indiainfoline.com
www.Yamahaindia.com
www.researchandmarkets.com
www.automobileindia.com
www.ymsl.in
www.financialexpress.com
www.indianexpress.com
www.autoindia.com
www.automobileindia.com
www.icmrindia.org
auto.indiamart.com
www.yamaha-motor-india.com
www.honda.com
www.tvs.in
www.herohonda.com
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QUESTIONNAIRE
Customer Name:
Contact No:
1. Age Group:
(a) 15-20 (b) 20-25 (c) 25-30 (d) 30+
2. Education :
(a) High School (b) Intermediate (c) Graduation (d) P. Graduation
3. Annual Income Group:
(a) <Rs.1,00,000 (c) Rs.1,00,000 - Rs.1,50,000
(b) Rs. 1,50,000 Rs.2,00,000 (d) > Rs.2, 00,000
4. Bike which you already have:
(a) Hero Honda (b) Yamaha (c) Bajaj (d) Honda (e) TVS (f) Suzuki
5. How much amount you want to invest in bike :
(a)<Rs.40, 000 (b) 40,000-60,000 (c) 60,000-80,000 (d)>80,000
6. What is your source of information:
(a) T.V. b) Internet (c) Print (d) Friends (e) Other
8. Which Colour you like most: (a) Red (b) Black (c) Green (d) Other
9. Which Factor influence you to buy the bike: (a) Style (b) Power (c) Handling (d)
comfort
10. Mode Of Purchase you prefer: (a) Cash (b) Finance
11. Are you satisfied with the services provided to you: (a) Yes (b) No
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