Appendix 1

ADVERTISEMENT EFFICACY TEST AMONG END

CUSTOMER AND SAALE CHANNEL

BY

Akhlad iqbal

1604101030

JUNE,2018
 Appendix 2

ADVERTISEMENT EFFICACY TEST AMONG

END CUSTOMER SALES CHANNEL

A SUMMER INTERNSHIP PROJECT FOR

BACHELOR OF BUSINESS ADMINISTRATION

BY

AKHLAD IQBAL

1604101030

UNDER THE GUIDANCE OF

Rahul verma DR. Snigdha DASh

Manager Business development ASSOCIATE

AEON RESEARCH PVT SOB,GU,GBN

 JUNE,2018

Appendix 4

CERTIFICATE OF APPROVAL

The following Summer Internship Project Report titled "ADVERTISEMENT EFFICACY TEST
AMONG END COSTOMER AND SAALE CHANNEL " is hereby approved as a certified study in
management carried out and presented in a manner satisfactory to warrant its acceptance as a prerequisite
for the award of Bachelor of Business Administration for which it has been submitted. It is understood
that by this approval the undersigned do not necessarily endorse or approve any statement made, opinion
expressed or conclusion drawn therein but approve the Summer Internship Project Report only for the
purpose it is submitted to the Summer Internship Project Report Examination Committee for evaluation
of Summer Internship Project Report.

Name Signature

1. Faculty Mentor _______________________ ___________________

2. Industry Mentor _______________________ ___________________

 Appendix 5

CERTIFICATE FROM SUMMER INTERNSHIP PROJECT GUDIES

This is to certify that Mr. Akhlad iqbal, a student of the Bachelor of Business Administration has
worked under our guidance and supervision. This Summer Internship Project Report has the requisite
standard and to the best of our knowledge no part of it has been reproduced from any other summer
Internship project, monograph, report or book.

Dr. Snigdha Dash MR Rahul Verma

Associate Professor Sr. Manager Business Development
SoB, GU, GBN aeon research pvt. Ltd.
 Appendi
x6

EXECUTIVE SUMMARY

This is an attempt to know how the classroom theories can be applied to the practical situation. As a
student of BBA, it is a part of study for everyone to undergo summer internship at some organization. So
for this purpose, I got an opportunity to do my summer internship at (Aeon research PVT. LTD.). In this
is comprehensive report, I have discussed about every major aspect of the company which I have
observed and perceived during my internship tenure. The first part comprises the detail about the
company from the time of its incorporation to the current position. Along with its processes, policies and
procedures. During my Internship Programmed. I must express my gratitude to Mr.Rahul Verma
Sr.Manager Aeon Research for teaching me the fundamentals of Market Research during my internship
and helping me to understand the market research operations and it’s benefits for businesses.
 Appendix 7

ACKNOWLEDGEMENT

“Gratitude is the hardest of emotion to express and often does not find adequate ways to convey the entire
one feels.”

Summer training is the one of the important part of BBA course, which has helped me to learn a lot of
experiences which will be beneficial in my succeeding career.

I am also very much thankful to MR Rahul Verma Personnel Manager, AEON RESEARCH PVT. LTD.
for his interest, constructive criticism, persistent encouragement and untiring guidance throughout the
development of the project. It has been my great privilege to work under his inspiring guidance.

Further I would also like to extend my sincere ‘Thanks’ to Dr. Snigdha Dash for his valuable guidance,
suggestions and outstanding mentorship.

Akhlad iqbal
Thank you note

I akhlad Iqbal s/o-Mr.Khalid Iqbal enroll no. 1604101030 session 2017-2018

take this opportunity to thank the management of Aeon Research for
offering me summer internship.

My sincere thanks to Dr. Snigdha Dash for guiding me for summer

internship.

I must express my gratitude to Mr.Rahul Verma Sr.Manager –Aeon

Research for teaching me the fundamentals of Market Research during my
internship and helping me to understand the market research operations
and it’s benefits for businesses.
Aeon Research-An introduction
Aeon Research is a research and consulting firm offering full fledged market
research services and Pan India data collection/field and tabulation services
across all sectors.

The firm was incorporated in March 2011 .

Aeon strongly believes in innovating new ideas leading to a new operational

process and services . We believe that innovation can generate new values and
also can bring significant better changes in the society.

We have a highly experienced team, who are dedicated to driving success

through innovation strategy in the field of market research . We thoroughly
examine each of the research project to identify the best suitable innovative
strategies and techniques for data acquisition , data analysis and report to
demonstrate a true commercial advantage.
Galgotias university- An introduction
Transcending new boundaries in education, research and placements.

Galgotias University is devoted to excellence in teaching, research and

innovation, and to develop leaders who'll make a difference to the world.

The University, which is based in Greater Noida, has an enrollment of over

15,000 students across more than 100 Undergraduate and Post Graduate
programs. The 'students-first' philosophy is a big reason why Galgotias University
is consistently ranked among India's top universities.

The focus of Galgotias University is on low student-to-faculty ratio that promotes

plenty of personal attention and mentoring opportunities.

The record breaking placement at Galgotias this year is an apt testimony to its
focus on upholding the highest academic standards
 Hero Passion
TVC Campaign Efficacy
CheckResearch Report

Prepared for
Presentation flow
1. Business Need Assessment

2. Customer Ad Test
a) Key Information Area

b) Research Design

c) Research Findings

3. Mystery Shopping
a) Key Information Area

b) Research Design

c) Research Findings
 Business Need Assessment
• Hero Honda Passion was launched in 2001. An improved version was launched in 2007 as
Passion Plus and as Passion Pro in 2008. Hero MotoCorp has also been regularly updating
the model to provide the best technology & style to the customers.

• A sub 100cc bike, it is marketed as executive class bike due to its styling and pricing and
is the second largest selling motorcycle today.

• New Passion PRO has re-engineered APDV engine to give better mileage & performance
for slightly more power at 8.24 bhp against the old model's 7.69 bhp while yielding the
same torque output at 8.05 Nm. Besides change in power, the 2015 Passion Pro also has a
new front mudguard & new LED tail-lamp besides other minor changes in looks.

• Saatchi & Saatchi has come up with a new TV commercial for the product and wants to
evaluate the impact of the same from the customers, sales staff and dealers.

1
2
Customer Ad Test
Report
Research Objective

The prime objective of the study is to carry out Ad Test survey with a view to summarize the
findings/observations on the campaign visibility, likeability and rating on various parameters/
attributes in order to derive the effectiveness of the campaign.
Sub-objectives are:

To Measure following:

 TVC Awareness
 Brand association
 Impressions about the TVC
 Likes/ dislikes of the TVC
 Was the message deciphered correctly by the TG
Key Information Areas

 Awareness of Passion Pro TVC

 Source of awareness
 Aided Ad recall
 Brand association
 Spontaneous impressions
 Aided impressions on various pre-decided parameters
 Likes/ dislikes of TVC
 Intention/ motivation to purchase

Research Design
 Methodology
 Face to face interviews using structured questionnaire on notebooks tab.
 Approximate duration of the interviews would be 20-30 minutes.
 Target group and quota
 Male
 SEC A
 Age between 18-34 (Age groups of 18-23, 24-28 and 29-34)
 Owners and intenders (30:70) of Honda Livo, TVS Star City, Hero Splendor ismart,
Hero Glamour, Honda Shine, Bajaj Discover, Hero Super Splendor.

 Centers
 Indore, Lucknow, Pune

 Sample size
 300 (equally split in 3 centers)
Sample Achieved

All Age Ownership Status

18-23 24-28 29-34 Motorcycle Intender of

Base
years years years Owner
Base : All Respondents 300 86 94 103 120

99 31 35 34 40
Indore
90 22 28 40 30
Pune
111 33 31 29 50
Lucknow
All fig. in numbers

Research Findings:
 Ad AWARENESS

21 19 18 22 19 21 18
26 25

79 81 82 78 81 79 82
74 75

All Indore Pune Lucknow 18-23 Yrs 24-28 Yrs 29-34 Yrs Owners Intenders
All Centre Age Ownership Status

Yes No
100%

80%
 60%

40%

• High awareness for the new Passion Pro Ad as nearly 80% of the respondents claimed
seeing it and was slightly higher amongst intenders, the key TG.

Aided Ad Awareness and source

100% 3 0 2 1
2 3 3 0
3
3 8 2 7 2 4 8
11 5 17 9 9 2 12
19 7 9
80%
12 16
33 34 26
33 37
60% 37
69

40%
64 64
50 53 50 55
42 47
20%
23

0%
All Indore Pune Lucknow 18-23 Yrs 24-28 Yrs 29-34 Yrs Owner Intender
Yes, I’ve definitely seen it Yes I think I've seen it Unsure whether I've seen it Don't think I've seen it Definitely haven't seen it
• Relatively higher awareness for Passion Pro Ad post exposure to Ad, mainly in Indore
• This being the TVC, TV is key medium where they have seen the Ad.
• 13% of intenders also recalled seeing this Ad on Internet.
Absolute Likeability

1 0
1 0
1 2 0
3 1 1 0 1
3 5 4 4
16 15
18 20 17
18 22 18 20

18 34
25 34
35 34
40 36
61

61
49 47 51
44 43 39
35
22

All Indore Pune Lucknow 18-23 Yrs 24-28 Yrs 29-34 Yrs Owner Intender
Like it very much Like it a little Neither like nor dislike Dislike it a little Dislike it a lot
100%

80%
60%

40%

• High likeability for the Ad in absolute terms, indicating the instant connect with the TG,
mainly in Pune
Relative Likeability
100% 1 0 0
1 2
0 0
1 1 1 0 1
5 9
15 16 14 14 13
17
15 24
4 16
80%
17
38
38
60% 42 44 31
53 55
38 46
40%

46 49
20% 44
37 38
28 28 30 28

0%
All Indore Pune Lucknow 18-23 Yrs 24-28 Yrs 29-34 Yrs Owner Intender

Like this ad a lot more than most other Bike Ads Like this ad a little more than most other Bike Ads Feel its

about average Dislike it a little more than most other Bike AdsDislike it a lot more than other Bike Ads

• This Ad also scores over other motorcycle brand Ads on relative likeability; indicating the
acceptance.
Likes / Dislikes / Changes suggested

Likes
• Overall appeal of Ad is what is most likeable feature of the Ad, indicating the instant
connect with the storyline of the Ad:

Dislikes
• No major dislikes – number of respondents disliking anything is too low to be considered

Changes Suggested
• The respondents wants a film star as a Brand Ambassador
• The Ad should focus more on features of the bike

Key impression about the Ad

Most people would find easy to
follow
 100

90 78

The music is the kind of music 80 IIs relevant to me as an

likeindividual 70
70 71
60

50

68
77
Passion Pro: Jiyo Apne AndazIs different than
other
75

Makes me feel happier or more

comfortable about buying the
brand

• Overall, the musical ad is unique for a bike, narrative is easy to follow, relevant yet
relatively lower connect with the tagline needs to be looked into
Action post-seeing the Ad
It definitely made me want to buy the brand

It sounded interesting and I wanted to tell others about it

That is just what I had been looking for

I've never quite thought about the brand like that before, that's
something new
That's just how I've always seen the brand

That ad reminded me about the brand It

definitely made me want to visit the showroom for more information

The music is the kind of music I like

It makes me think that Hero Passion Pro is better than other brands
of motorcycles
I wanted to try and find out more about it

0 10 20 30 40
Brand image: this brand is…..
 is the leader in its
category
90 82
offers latest
Powerful Brand
technology
80
77
74
70
with the best after is reliable and
sale service 80 trustworthy
60
68

50

67
Is a passionate 75
is a modern brand
brand
66 66
66
Is an
cares for its
evolving/growing
customers
brand
for someone like
me

• The brand considered a “Leader in its category” & “Reliable and Trustworthy” by 80%
followed by “offering latest technology”, “Modern brand” & “Powerful brand” by 75%.
In Sum…

 High awareness & likeability for the Ad implying instant connect and acceptance

 The campaign has been effective enough to create an interest amongst respondents.

 Despite being a TVC, the Ad was also seen over the internet

 The easy to follow narrative works in favor of the Ad with very high purchase intent

 The brand is seen as the Leading Brand offering latest technology and is reliable &

trustworthy.

Annexures:
Bike Ownership Status
Intenders: Bike They Intend to buy
Like about this Ad
All Centre Age Panel

All Indore Pune Lucknow 18-23 Yrs 24-28 Yrs 29-34 Yrs Owner Intender
Base : All Liked 290 99 89 83 92 98 120
IT LOOKS GOOD 21 40 7 20 22 22 12 27
BEST MILEAGE 12 27 6 12 12 14 16 9
SONG 10 0 20 8 12 10 9
GOOD PICK UP 10 28 0 17 10 5 9
STYLE OF BIKE 8 8 11 8 9 7 8
BIKE PERFORMANCE 7 0 22 0 2 9 10 1
BOY SINGING A
SONG 7 0 0 21 8 5 5 11
GOOD BIKE 4 0 4 1 5 4 6
LIKE THE DESIGN OF
THE BIKE 4 11 0 7 1 6 2
GOOD FEATURE 2 0 8 1 0 6 2
Overall appeal of Ad is what is most likeable feature of the Ad, indicating the instant connect
with the storyline of the Ad:.
THINGS RESPONDENTS LIKE ABOUT AD
THINGS RESPONDENTS WANT TO CHANGE ABOUT AD
Key Message of the Ad: As comprehended by respondents

AD IS GOOD HERO PASSION PRO GOOD MILEAGE TO THINK ABOUT NEW PASSION
PRO BIKE LOOK OF BIKE IS GOOD
IT IS STYLISH, GOOD PICKUP, IT IS NEW BIKE, QUALITY OF BIKE, GOOD FEATURE, DESIGN OF
BIKE, EASY TO RUN, ENGINE POWER IS GOOD, IT IS SELF START VEHICLE, GOOD BIKE
BIKE IS FULL WITH PASSION IT IS RELATED TO SUCCESS IT SHOWS HOW TO ACHIVE YOUR GOAL
HERO PASSION PRO ADD TO PURCHASE THIS BIKE TELL ABOUT ENGINE BIKE BIKE SHOULD BE MORE
GOOD GOOD MUSIC BOY SINGING SONG IT HAS NEW GENERATION BIKE SPEED IS GOOD
Mystery Audit
Report
Research Objective

The prime objective of the study is to check the brand visibility/merchandising and sales reps
Knowledge and understanding of the communication.

To observe the following :

 Brand Visibility & Merchandising
 Salesman knowledge
 Up-selling Passion Pro
 Likes/ dislikes of the TVC
 Was the message deciphered correctly by the Sales Rep

Key Information Areas

 Brand Visibility
 Merchandising
 Ad impressions
 Salesman
Research Design
 Methodology
 Mystery Auditors posing as customers visit the dealership and observe the key
parameters to be recorded in the audit sheet.
 Approximate duration of the interviews would be 30-45 minutes.

 Centers
 Agra Ahmedabad Allahabad Kanpur Lucknow Delhi Pune Bangalore Chennai Hyderabad
Patna
 55 (equally split across centers)

Research Findings:
Brand Visibility

 Passion Pro branding (banners) observed outside majority of dealers, however

relatively low amongst Delhi, Hyderabad & Patna dealers.
Brand Visibility

• Passion Pro branding more prominent

• Other brands vying for visibility by town:
• Splendor Pro in Delhi, Lucknow, Kanpur

• iSmart in Allahabad, Lucknow, Kanpur, Pune

• Maestro, Xtreme, Pleasure in Hyderabad
Brand Visibility

• Karizma in Kanpur

• Passion Pro not displayed on the key display stand at majority of the dealerships,
mainly Kanpur, Lucknow, Bengaluru and Chennai.
Brand Visibility

• Passion Pro standee not displayed at the maximum visibility spot across majority
of the dealerships, mainly at Kanpur, Lucknow and Chennai.
Brand Visibility

• Not enough Passion Pro leaflets available at dealerships, mainly at Kanpur,

Lucknow and Pune.

Are there enough Passion Pro leaflets in the leaflet in the dealership?

There are enough Passion Pro leaflets compared to other brands

Passion Pro leaflets are displayed

more prominently than other
brands

Yes
No

0 20 40 60 80 100
Brand Visibility
Customer are promptly given Passion Pro leaflets than other brands

• Other than the availability & visibility of the leaflets, not distributing the same to
customers is the major concern.
Customers @ Dealership

• Low customer footfall observed in nearly 1/3rd of dealerships, particularly Agra,

Allahabad, Chennai & Hyderabad.
• Most of the customers visiting the showroom during the exercise period, enquired about
Salesman @ Dealership
Passion Pro, Splendor Pro and iSmart

• Salesman asked the relevant questions to the customers like, model preferred, price
range etc. at most of the outlets though none enquired about the same at some of the
Kanpur and Chennai dealers.
Salesman @ Dealership

• Salesman recommended Passion Pro to the customers at most dealership except for
some in Chennai.
• Mileage was the key discussion point followed by colour options, new design and low maintenance. Ex-
showroom price was also mentioned while recommending Passion PRo.

• Other models discussed with customers were Hero iSmart, Splendor Pro and Glamour
Salesman @ Dealership
• The bikes most recommended by the salesmen were Passion Pro, Splendor Pro and iSmart.

Salesman Ad Awareness

30
Yes
70 No

• Except for Bengaluru, the salesman did not discuss the new Passion Pro Advertisement
In Sum…

 Overall, sufficient banners for Passion Pro outside the dealership but did

notice any other form of branding outside the dealership.

 The visibility and the merchandising inside the store is a concern and needs

more focus as not many store had Display or Standee of Passion Pro. At

some stores there was a mismatch or other brands were given more

prominence.
 Though the Salesman were recommending Passion Pro and discussing the

usual features of the bike (mileage, colour, design etc.), they did not

distribute the pamphlets nor discuss the communication effectively.

Dealer Interactions
Report
Research Objective

The prime objective of the study is to gauge the effectiveness of the campaign from the
dealer’s perspective.

In addition their opinion is sought on:

 New Passion Pro
 Overall brand communications
 Competition marketing

Key Information Areas

 Dealer’s Point of View on the New Passion Pro

  Dealer’s Point of View on the New Passion Pro TVC
 Impact of New Passion Pro TVC
 Source of Awareness
 Other Marketing Activities for Passion Pro
 Enquiry to conversion ratio (Pre & Post Campaign)
 Competition for New Passion Pro
 Impact of New TVC on Competition Marketing
 Suggestions to improve sales

Research Design
 Methodology
 Post mystery shopping, the dealer / manager of the showroom was approached
revealing the identity of the Impetus Executive and interviewed with the help of a
discussing guide.
  Approximate duration of the interviews was 30-40 minutes.

 Centers
 Agra Ahmedabad Allahabad Kanpur Lucknow Delhi Pune Bangalore Chennai Hyderabad
Patna
 43 (Almost equally split across centers)

Research Findings:
Dealer’s Point of View on New Passion Pro
 Passion Pro applauded by the dealers for the goodwill created & maintaining the
position as the most popular bike among masses
 A stylish bike / fashionable vehicle / attractive looks
 Low maintenance cost / service charges
  Good mileage for long period / 5 years
 125 cc looks though sub 100 cc bike
 Reasonable rates
 5 year warranty

 The dealers in metro cities and one dealer each in Patna & Kanpur talked about the
powerful engine, higher mileage, LED lights, improved tail light & stylish looks
“More features in new model at the price of the old Passion Pro” – A Patna Dealer

 Passion Pro also considered a durable model with good resale value

Dealer’s Point of View on New Passion Pro

 Not many talked about the changes in New Passion Pro impromptu
 Dealers in the Eastern towns i.e. Allahabad, Lucknow and Patna, yet to convince
customers who preferred the earlier model, about the new looks of Passion Pro
 The dealers in these cities opined the bike looked smaller due to the changes in design
of the fuel tank and so customers do not opt for it
 “It no longer looks like 125 cc bike so some of the customers now opt for 125 cc bikes
like Glamour rather than Passion Pro while others consider Splendor or iSmart within
the Hero bikes.”

 Dealers also complained about unavailability of colours – particularly the red colour
shown in the ad which customers inquire about and they do not like to wait for long so
switch to another model

 A dealer in Delhi believed it was expensive than competition

Dealer’s Point of View on New Passion Pro TVC

 New Passion Pro TVC seen by all the managers in metros but not seen by 75% of the
managers in Class I towns thus 75% of the managers across India aware of the new TVC
 Dealers from non-metro towns, particularly on outskirts with low cable TV ownership
and low viewership due to power cuts, opined Passion Pro does not need a TV
campaign but needs campaign aimed at local markets
 The dealers in the metros had more positive opinion on the new Passion Pro TVC
Dealer’s Point of View on New Passion Pro TVC

 The new TVC considered relevant and relatable to today’s youth –

 The music and song added to the appeal of the TVC Portrays a stylish bike for a
passionate youth
 “The impact is such that they come with a friend, sit on new Passion Pro the way
model sits – with one leg below and other on the seat take picture of themselves and
then upload on Facebook” – A Delhi Dealer
 “Shows youth on stylish vehicle gives a feel of luxury” – A Bangalore Dealer
 “Passion Pro user reaches his Manzil” – An Ahmedabad Dealer

 Many complained that the new TVC did not talk about the improved features of the
bike
 “Does not talk about LED headlights which is a plus point” – An Ahmedabad Dealer
 “Does not talk about mileage, power, new tail lamp” – A Delhi Dealer
Dealer’s Point of View on New Passion Pro TVC

 “Ad does not highlight the changes in the model and customer can only see the shape
which they do not like” – A Kanpur Dealer
 “Will not attract customers as confusing ad – people are cheering but whom – the
person or Passion Pro?” – An Allahabad Dealer
 Though the ad mentions “Higher mileage” & “Stylish features” and shows the changed
fuel tank & lights the same is lost on the dealers and customers and not spoken about

 Some of the dealers in South mentioned Allu Arjun (the model of Xtreme & Glamour)
was the model and Bangalore dealer wanted a Kannada heartthrob in the ad while a
Hyderabad dealer did not like the ad being in Hindi
 None recognized Dr. Palash Sen of Euphoria

 Overall, at least a third of the dealers opined the new TVC did not have an impact on
the customers as the product features are not specified
Dealer’s Point of View on New Passion Pro TVC

 The dealers not happy with the new TVC mentioned Passion Pro being the market
leader does not need a TV campaign
Impact of New Passion Pro TVC
 Half the dealers mentioned the customer did talk about the new TVC while inquiring

 Lucknow & Kanpur dealers mentioned the TVC was shot in Lucknow

 Around half the dealers mentioned the new TVC did not have any impact on the inquiries
though some of them mentioned they had an increased footfall

 Others mentioned the inquiries had gone up by 10 – 20% post launch of the TVC
 A Kanpur dealer mentioned more teenagers come for enquiries rather than their fathers
 Most inquired about the mileage, price and other benefits as customers nowadays check
the features online before coming to the showroom
 Only couple of Bangalore dealers and one Patna dealer mentioned that the customers
inquired about the new features and technology
 Couple of dealers complained everyone wanted the same colour shown in the TVC

Some other Observations

 Dealers opined today many customers come pre-decided to the showroom as the
research / all the comparison is done online

 A dealer in Allahabad mentioned the sales will go up in the marriage season as gifting a
bike to the groom a common practice

 Most dealers opined the looks and style of the bike more important with the target
audience becoming younger
 Even dealers from smaller towns mentioned that more teenagers came for inquiry unlike
earlier when fathers used to visit the showroom
Some other Observations
 Dealers in smaller towns complained about customers doubting their pricing as the online
prices were much lower than the ex-showroom price in their town

 Dealers on the outskirts of cities mentioned rural customers prefer Splendor Pro

 Few dealers in Agra, Delhi & Bangalore mentioned scooters are becoming more popular
Few others mentioned families prefer scooters

 Many opined the inquiry & sales were down to the inauspicious period
 Many mentioned that during Pitrapaksh / Shraddh period the sales are always low but
should pick up anytime now
 Executive note : This year also had Purushottam Maas (Mid June to mid July) just before
the rains during which period also new products are not bought
 A Delhi dealer mentioned a confusion due to the new government guidelines which had
forced them to hold back the sales

Source of Awareness

 TV the main media of awareness followed by Internet

 Internet popular except in Patna with Delhi & Hyderabad dealers specifying Facebook
 Local language ads in Newspaper & Hoardings and Canopy / Road shows by the dealers
increased the visibility of the product

 Pune dealers also used Radio as a medium

Other Marketing Activities for Passion Pro

 The Snapdeal offer popular in Tech Cities Bangalore, Pune & Hyderabad

 Government employees in Delhi, Bangalore & Patna also inquire about Passion Pro due to
the special scheme

 Most dealers put up canopies in market area to attract the customers and inform them
about New Passion Pro

 Dealers believed Hoardings and local press ads attracted more customers as they would
get the details of the dealer and the schemes
 Some of the dealers sent WhatsApp & SMS to their regular customers during launch of new
model, offers and festival period

 Only two dealers in Patna & one dealer in Kanpur aware of rewards for the staff selling
more than 25 bikes – these dealers though from smaller towns were more optimistic about
the New Passion Pro & also appreciated the TVC

Enquiry to Conversion Ration (Pre & Post Campaign)

 55% of the dealers mentioned the enquiries had increased post the new TVC
 Two thirds of the dealers who noted an increase in enquiry said it was 10% currently

 On an average the conversion ratio was 40% and the increase was between 10-15%
 The dealers were confident of the same increase in the festive season

Competition for New Passion Pro

 Splendor Pro & iSmart considered the competition from within the Hero group by most
followed by XPro & some even considered Glamour

 Among the competition brands, Honda was the main competition with Shine & Dream
Series, particularly Yuga considered the biggest competition
 Honda Shine the biggest competition due to the stylish looks, better mileage besides being
a Honda 125 cc bike at almost the same price range as 100 cc bikes
 Honda Dream Yuga due to the high octane TV Campaign starring Akshay Kumar
 Patna dealers mentioned customers were confused between Hero & Honda

 Bajaj Discover considered a competition due to the looks, brand image & DTSi engine
while Platina & CT 100 gave higher discount, had exchange offers, etc.

 TVS Star City & Sports in competition due to low price

 Mahindra mentioned by dealers in smaller towns of Allahabad & Agra

Impact of New TVC on Competition Marketing

 The competition brands had reacted with more road shows, advertisements in local
press and discounts / finance schemes
 “Other brands have started advertising more – particularly Honda followed by Bajaj” –
A Delhi Dealer
 “Honda Livo has launched press campaign with EMI of 999” - A Lucknow Dealer
 “Bajaj CT 100 has more camps and gives exchange offer” – A Bangalore Dealer
 “Noticed an increase in Honda Livo advertisements” – A Hyderabad Dealer
Suggestions to Improve Sales
 Most dealers wanted more hoardings and road shows

 Many suggested gift offers / freebies such as free accessories / insurance / discounts
during the festival period

 Some of the other suggestions were

 Bus shelters
 Door to door campaign
 Advertise in local languages
 Newspaper ad in local newspapers
 Aggressive campaign on Electronic Media
  Most suggested the TVC should specify the changes in the new model while one dealer
suggested customer feedback can be shown in the TVC.

Other Suggestions
 Few talked about further changes in the model such as
 Increase engine power
 Provide mobile charger
 Change the visor
 Higher mileage

 A dealer from Kanpur wanted better communications from the company

In Sum…
 75% of the Dealers aware of New Passion Pro TVC and 55% noticed an increase in
the enquiry level but had yet to impact the sales but many confident that
enquiries would increase in festive season

 Passion Pro considered a stylish, value for money model, for the urban youth

 New Passion Pro TVC attracted the youth in metros but many in the smaller
town were not convinced about the product as they did not like the changes in
the looks and the new TVC did not highlight the technological improvement

 Newspaper ads, hoardings / bus shelters, road shows / canopies, etc. played an
important role in the sales of a bike though today the customers usually checked
out the product online before visiting the showroom
 Splendor Pro & iSmart from Hero, in the same power range & Honda Shine,
though higher cc, considered the competition due to the brand image, mileage
and similar price while in smaller towns TVS Star City was also considered a
competition due to lower price and good mileage

Thank you