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  • Rohan 2nd Assignment

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    Arun Pathania
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    Customer relationship management (CRM) is a widely-implemented strategy for managing a company's interactions with customers, clients and sales prospects. It involves using technology to organize, automate, and synchronize business processes. The overall goals are to find, attract, and win new clients, nurture and retain those the company already has, entice former clients back into the fold.

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    Rohan 2nd assignment

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    Customer relationship management (CRM) is a widely-implemented strategy for managing a company's interactions with customers, clients and sales prospects. It involves using technology to organize, automate, and synchronize business processes. The overall goals are to find, attract, and win new clients, nurture and retain those the company already has, entice former clients back into the fold.

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    Attribution Non-Commercial (BY-NC)
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    70 views105 pages

    Rohan 2nd Assignment

    Uploaded by

    Arun Pathania
    Customer relationship management (CRM) is a widely-implemented strategy for managing a company's interactions with customers, clients and sales prospects. It involves using technology to organize, automate, and synchronize business processes. The overall goals are to find, attract, and win new clients, nurture and retain those the company already has, entice former clients back into the fold.

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    of 105

    Homework Title / No.

    : ______________________________________Course Code:
    _________

    Course Instructor : ______________________ Course Tutor (if applicable) :


    ____________

    Date of Allotment : _____________________ Date of submission :


    ___________________

    Student’s Roll No._______________________ Section No. :


    _________________________

    Declaration:
    I declare that this assignment is my individual work. I have not copied from any other
    student’s work or from any other source except where due acknowledgment is made
    explicitly in the text, nor has any part been written for me by another person.

    Student’s
    Signature:____________
    _

    Evaluator’s comments:

    ____________________________________________________________________
    _

    Marks obtained: ___________ out of ______________________

    Content of Homework should start from this page only:


    Assignment no.2

    On

    MGT=631
    BAJAJ VS. HERO HONDA

    Submitted To:
    Submitted By:-

    Mr. Rohan Sir Arun


    Pathania

    Roll No.-
    RV8901AO4

    MBA(TOURISM &
    Hospitality)

    Customer relationship management

    Customer relationship management (CRM) is a widely-implemented strategy for managing a


    company’s interactions with customers, clients and sales prospects. It involves using technology to
    organize, automate, and synchronize business processes—principally sales activities, but also those for
    marketing, customer service, and technical support. The overall goals are to find, attract, and win new
    clients, nurture and retain those the company already has, entice former clients back into the fold, and
    reduce the costs of marketing and client service. Customer relationship management describes a
    company-wide business strategy including customer-interface departments as well as other departments.

     It is the process required by the companies to build and maintain relationships with their
    customers.

     CRM software is used to support these processes, storing information on current and prospective
    customers.

     Information in the system can be accessed and entered by employees in different departments,
    such as sales, marketing, customer service, training , performance management, human resource
    development, and compensation.

    Phases

    The three phases in which CRM support the relationship between a business and its customers are to:

    • Acquire: CRM can help a business acquire new customers through contact management, selling,
    and fulfillment.

    • Enhance: web-enabled CRM combined with customer service tools offers customers service from
    a team of sales and service specialists, which offers customers the convenience of one-stop
    shopping.

    • Retain: CRM software and databases enable a business to identify and reward its loyal customers
    and further develop its targeted marketing and relationship marketing initiatives.

    Benefits of CRM

    The use of a CRM system will confer several advantages to a company:

    • Quality and efficiency


    • Decreased costs

    • Decision support

    • Enterprise agility

    Bajaj Auto Limited


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    2701ffff030000000000
    Type Public
    Founded 1945

    Headquarters Pune, Maharashtra, India


    Key people Rahul Bajaj (Chairman), Rajiv Bajaj (Managing Director)

    Revenue 0100090000031903000000007202000000007202000026060f00da04574d46430100000
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    fff03000000000012,043.48 crore (US$2.61 billion) [1]

    Net income 0100090000031903000000007202000000007202000026060f00da04574d46430100000


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    fff0300000000001,700.11 crore (US$368.92 million)

    Employees 10,250 (2006-07)

    www.bajajauto.com
    Website

    Bajaj Auto is a major Indian automobile manufacturer started by a Rajasthani


    merchant. It is based in Pune, Maharashtra, with plants in Chakan (Pune), Waluj
    (near Aurangabad) and Pantnagar in Uttaranchal. The oldest plant at Akurdi (Pune)
    now houses the R&D centre ahead. Bajaj Auto makes and exports motor scooters,
    motorcycles and the auto rickshaw.

    The Forbes Global 2000 list for the year 2005 ranked Bajaj Auto at 1946. Over the
    last decade, the company has successfully changed its image from a scooter
    manufacturer to a two wheeler manufacturer. Its product range encompasses
    scooterettes, scooters and motorcycles. Its real growth in numbers has come in the
    last four years after successful introduction of a few models in the motorcycle
    segment.

    The company is headed by Rahul Bajaj who is worth more than US$1.5 billion.

    Bajaj Auto came into existence on November 29, 1945 as M/s Bach raj Trading
    Corporation Private Limited. It started off by selling imported two- and three-
    wheelers in India. In 1959, it obtained license from the Government of India to
    manufacture two- and three-wheelers and it went public in 1960. In 1970, it rolled
    out its 100,000th vehicle. In 1977, it managed to produce and sell 100,000 vehicles in
    a single financial year. In 1985, it started producing at Waluj near Aurangabad. In
    1986, it managed to produce and sell 500,000 vehicles in a single financial year. In
    1995, it rolled out its ten millionth vehicles and produced and sold 1 million vehicles
    in a year.

    According to the authors of Globality: Competing with Everyone from Everywhere


    for Everything, Bajaj has grown operations in 50 countries by creating a line of
    value-for-money bikes targeted to the different preferences of entry-level buyers.

    Bajaj History

    The Bajaj Group is amongst the top 10 business houses in India. Its footprint
    stretches over a wide range of industries, spanning automobiles (two-wheelers and
    three-wheelers’), home appliances, lighting, iron and steel, insurance, travel and
    finance.

    The group's flagship company, Bajaj Auto, is ranked as the world's fourth largest two
    and three- wheeler manufacturer and the Bajaj brand is well-known across several
    countries in Latin America, Africa, Middle East, South and South East Asia.
    Founded in 1926, at the height of India's movement for independence from the
    British, the group has an illustrious history. The integrity, dedication, resourcefulness
    and determination to succeed which are characteristic of the group today, are often
    traced back to its birth during those days of relentless devotion to a common cause.
    Jamnalal Bajaj, founder of the group, was a close confidant and disciple of Mahatma
    Gandhi. In fact, Gandhiji had adopted him as his son. The present Chairman of the
    group, Rahul Bajaj, took charge of the business in 1965. Under his leadership, the
    turnover of the Bajaj Auto the flagship company has gone up from Rs.72 million to
    Rs.46.16 billion (USD 936 million), its product portfolio has expanded from one to
    and the brand has found a global market. He is one of India's most distinguished
    business leaders and internationally respected for his business acumen and
    entrepreneurial spirit.

    Spinoffs and acquisitions

    The demerger of Bajaj Auto Ltd into three separate corporate entities—Bajaj Finserv
    Ltd (BFL), Bajaj Auto Ltd (BAL), and Bajaj Holdings and Investment Ltd (BHIL)—
    was completed with the shares listing on May 26, 2008.

    In November 2007, Bajaj Auto acquired 14.5% stake in KTM Power Sports AG
    (holding company of KTM Sportmotocycles AG). The two companies have signed a
    cooperation deal, by which KTM will provide the know-how for joint development
    of the water-cooled four-stroke 125 and 250 cc engines, and Bajaj will take over the
    distribution of KTM products in India and some other Southeast Asian nations. Bajaj
    said it is open to taking a majority stake in KTM and is also looking at other takeover
    opportunities. On the 8th of January 2008, Managing Director Rajiv Bajaj confirmed
    the collaboration and announced his intention to gradually increase Bajaj's stake in
    KTM to 25% BAJAJ BYK -2002.
    Products
    List of Bajaj Auto products

    Bajaj has made a number of motorcycles, scooters and cars. Motorcycles in current
    production are the XCD, Platina, Discover, Pulsar and Avenger. Bajaj also produces
    many motorcycles for other manufacturers, such as the Kawasaki Ninja 250R,
    Yamaha YZF-R15 (Unsure), and new for 2011, the KTM Duke 125, Cars include the
    Bajaj ULC ultra-low-cost car.

    Low cost cars

    Bajaj Auto says its $2,500 car, which it is building with Renault and Nissan Motor,
    will aim at a fuel-efficiency of 30 kilometers per litre (85 mpg-imp; 71 mpg-US) (3.3
    L/100 km), or twice an average small car, and carbon dioxide emissions of 100 g/km.
    [12] The car is scheduled to be launched in 2012. It is a Tata Nano competitor. The
    Bajaj venture will have an initial capacity of 400,000 units, while Tata expects
    eventual demand of 1 million Nanos.

    GLOBAL BAJAJ

    • Bajaj is present in over 50 countries all over the globe

    • Dominant presence in Africa, Latin America and South Asia with increasing
    market share every year

    • Market leader in motorcycles in Colombia, Central America, Sri Lanka,


    Bangladesh, Philippines, Nigeria, Uganda and Kenya

    • 891,002 units exported in 2009-10, an increase of over 15 % over the


    previous year

    • Total motorcycle exports of 726,115 in 2009-10, growth of 15% over 2008-


    09
    • Largest exporter of three wheeled commercial vehicles in the world: 164,887
    units exported in 2009-10, a rise of 19% over 2008-09

    MARKETING STRATEGIES OF BAJAJ

    The focus of BAL off late has been on providing the best of the class models at
    competitive prices. Most of the Bajaj models come loaded with the latest features
    within the price band acceptable by the market. BAL has been the pioneer in
    stretching competition into providing latest features in the price segment by updating
    the low price bikes with the latest features like disk-brakes, anti-skid technology and
    dual suspension, etc.

    BAL adopted different marketing strategies for different models, few of them are
    discussed below: -

    CALIBER - The focus for the Caliber 115 was youth. And though Bajaj made the
    bike look bigger and feel more powerful than its predecessor (characteristics that will
    attract the average, 25-plus, executive segment bike buyer). Going by the initial
    market response, the campaign was clearly a hit in the 5-10 years age bracket. So, the
    teaser campaign and the emphasis on the Caliber 115 being a `Hoodibabaa' bike
    placed it as a trendy motorcycle for the college-goers and the 25 plus executives both
    at the same time.

    PULSAR - Pulsar was launched in direct competition to the Hero Honda's 'CBZ'
    model in 150 cc plus segment. The campaign beared innovative punch line of
    "Definitely Male" positioning Pulsar to be a masculine-looking model with an appeal
    to the performance sensitive customers. Pulsar currently offers four varieties the
    Bajaj Pulsar 150 cc,the Bajaj Pulsar 180 cc,the Bajaj Pulsar 200 cc,and the Bajaj
    Pulsar 220cc. Bajaj Pulsar bikes range in on road prices from around Rs. 62,500 to
    Rs. 90,500. The Pulsar DTS Fi is the first bike in the Indian market to have both front
    and rear disc brakes.

    DISCOVER - The Bajaj Discover has two variants with 110 cc and 135cc engine.
    Bajaj Discover targets the middle class two wheeler consumers with Bajaj bike prices
    ranging from Rs. 46,000 to Rs. 55000. The Bajaj Discover 135 cc is easy to control,
    easy on the pocket, and a good choice between a 125 cc and 150 cc motorbike.

    PLATINA: It is the leader in mileage & looks in the 100 cc class. The Bajaj Platina
    is resplendent in Platinum silver colour and shiny chrome graphics enhanced by a
    contrasting matt black silencer and graphite-tinted engine. The bike has a plush ride
    without sacrificing handling. It has an upright riding posture in line with other
    commuter bikes currently there are two variants of Platina available with engine
    capacities of 100 and 125 cc. The 100 cc Platina was launched in April 2006 at an ex-
    showroom price of Rs 36,000 and crossed sales of 500,000 units within eight months
    of its launched Platina 125 DTS-Si was introduced in September 2008 with sales of
    more than 30,000 units per month.

    AVENGER - Bajaj Avenger (DTSi) offers the ultimate cruiser experience. Offering
    high stability and long cruising delights, Bajaj Avenger (DTSi) possesses wider
    saddle seat, special backrest besides 180cc powerful engine. It is targeted at the upper
    middle-class bike lovers. The Avenger now has a single variant, the Bajaj Avenger
    priced at around Rs. 70,000.

    Bajaj Auto cruises on new brand strategy

    Bajaj Auto's new brand strategy in motorcycles paid off well with the company on
    course to recording its best year ever in terms of profitability and market share.
    Its market share, which was barely 17 per cent a year ago, has increased since to 35
    per cent today. “We have more than doubled our market share in a year and would be
    at our highest level by the end of this quarter,” Mr Rajiv Bajaj, Managing Director,
    told Business Line.

    The confidence stems from the fact that there are still three months to go for the
    recently launched Pulsar 135 to consolidate itself in the market and start clocking
    volumes. Bajaj Auto has targeted a monthly output of 100,000 Pulsars by end-March
    2010 and believes the new 135cc will play a key role in achieving this goal. At
    present, the Pulsar 150, 180 and 220 versions together account for around 60,000
    units each month.

    Brand positioning

    Similarly, the company also learnt that divergence was another important part of its
    focus on specialization, with the Discover clearly positioned for the commuter
    segment and the Pulsar as the ‘sporty' option. The features, therefore, had to be
    exclusive for each brand in terms of looks and ride while ensuring profitability.

    From Bajaj Auto's point of view, the commuter and sporty segments are the
    backbone of India's motorcycle market. And even while it has bikes to offer from the
    KTM and Kawasaki stable, these largely remain in the niche category as off-road and
    on-road performers translating into limited numbers.

    As Mr Bajaj said, an effective strategy was finally about strong brand positioning at
    the front-end while keeping things simpler at the back-end comprising design,
    manufacturing and development.

    Acquisitions and Joint Ventures


    SWOT ANALYSIS OF BAJAJ
    Let's analyze the position of Bajaj in the current market set-up, evaluating its
    strengths, weaknesses, threats and opportunities available.

    STRENGTHS:
    • Highly experienced management.
    • Product design and development capabilities.
    • Extensive R & D focus.
    • Widespread distribution network.
    • High performance products across all categories.
    • High export to domestic sales ratio.
    • Great financial support network (For financing the automobile)
    • High economies of scale.
    • High economies of scope.
    WEAKNESS:
    • Hasn't employed the excess cash for long.
    • Still has no established brand to match Hero Honda's Splendor in commuter
    segment.
    • Not a global player in spite of huge volumes.
    • Not a globally recognizable brand (unlike the JV partner Kawasaki)

    THREATS:

    • The competition catches- up any new innovation in no time.


    • Threat of cheap imported motorcycles from China.
    • Margins getting squeezed from both the directions (Price as well as Cost)

    OPPORTUNITIES:

    • Double-digit growth in two-wheeler market.


    • Untapped market above 180 cc in motorcycles.
    • More maturity and movement towards higher-end motorcycles.
    • The growing gearless trendy scooters and scooterette market.
    • Growing world demand for entry-level motorcycles especially in emerging
    markets.
    Hero Honda
    Hero Honda Motors Limited is a two wheeler manufacturer based in India. Hero
    Honda is a joint venture between the Hero Group of India and Honda of Japan. The
    company is the largest two wheeler manufacturer in India [4] and also has been
    referred to as the world's biggest manufacturer of 2-wheeled motorized vehicles since
    2001, when it produced 1.3 million motorbikes in a single year .The 2006 Forbes 200
    Most Respected companies list has Hero Honda Motors ranked at 108.

    In 2010, it was reported that Honda planned to sell its stake in the venture to the
    Munjal family.

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    Type Public company BSE:HEROHONDA M
    Industry Automotive

    Founded January 19, 1984 in Gurgaon, Haryana, India

    Headquarters New Delhi , India

    Key people Brijmohan Lal Munjal (chair and founder)

    Toshiaki Nakagawa (joint managing director)


    Pawan Munjal (Managing Director & CEO)
    Products Motorcycles, Scooters

    Revenue 010009000003940400000000380300000000
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    0000U$ 2.8 billion

    Website www.Herohonda.com

    Company profile
    “Hero” is the brand name used by the Munjal brothers for their flagship company
    Hero Cycles Ltd. A joint venture between the Hero Group and Honda Motor
    Company was established in 1984 as the Hero Honda Motors Limited At Dharuhera
    India. Munjal family and Honda group both own 26% stake in the Company. In
    2010, it was reported that Honda planned to sell its stake in the venture to the Munjal
    family.

    During the 1980s, the company introduced motorcycles that were popular in India for
    their fuel economy and low cost. A popular advertising campaign based on the slogan
    'Fill it - Shut it - Forget it' that emphasized the motorcycle's fuel efficiency helped the
    company grow at a double-digit pace since inception. The technology in the bikes of
    Hero Honda for almost 26 years (1984-2010) has come from the Japanese
    counterpart Honda .

    Hero Honda has three manufacturing facilities based at Dharuhera, Gurgaon in


    Haryana and at Haridwar in Uttarakhand. These plants together are capable of
    churning out 3 million bikes per year. Hero Honda has a large sales and service
    network with over 3,000 dealerships and service points across India. Hero Honda has
    a customer loyalty program since 2000, called the Hero Honda Passport Program.

    Company Performance

    During the fiscal year 2008-09, the company sold 3.7 million bikes, a growth of 12%
    over last year. In the same year, the company had a market share of 57% in the
    Indian market. Hero Honda sells more two wheelers than the second, third and fourth
    placed two-wheeler companies put together. Hero Honda's bike Hero Honda
    Splendor, the world's largest-selling motorcycle for the years 2001-2003, selling
    more than one million units per year.

    Hero Honda motorbike models

    Category: Hero Honda motorcycles


    • Achiever

    • Ambition 133, Ambition 135

    • CBZ, CBZ Star, CBZ Xtreme

    • CD 100, CD 100 SS, CD Dawn, CD Deluxe, CD Deluxe (Self Start)

    • Glamour, Glamour F.I

    • Hunk

    • Karizma, Karizma R, Karizma ZMR FI

    • Passion, Passion+, Passion Pro

    • Pleasure

    • Splendor, Splendor+, Splendor+ (Limited Edition), Super Splendor, Splendor


    NXG,Splendor PRO

    Termination of Hero and Honda Joint Venture

    In December 2010, the Board of Directors of the Hero Honda Group have decided to
    terminate the joint venture between Hero Group of India and Honda of Japan in a
    phased manner. The Hero Group of India would buy out the 26% stake of the Honda
    in JV Hero Honda. [13] . Under the joint venture Hero Group could not sell into
    international markets and the termination would mean that Hero Group can exploit
    global opportunities now. Since last 25 years the Hero Group relied on their Japanese
    partner Honda for R & D for new bike models. So there are concerns that the Hero
    Group might not be able to sustain the performance of the Joint Venture alone.

    HERO HONDA’S CORE VALUES

    • Respect for Human Beings.


    • Is a responsive organization?
    • Is a boundary less organization?
    • Is striving for excellence.
    • Provide fearless, enjoyable working environment.
    • Is self-reliant.
    • Providing learning environment.
    • Is a caring organization?
    • Enables relationship buildings.
    • Prompts transparency & trust.
    • Is creativity promoting.

    • Is performance oriented?

    Hero Honda’s CRM strategies


     Hero Honda Passport Programme
     SBI-Hero Honda credit card
     My SAP CRM

     Passport Programme
     First of its kind in India

     Offers members a small card/ booklet to collect points.

     Called as a “Passport “because of its resemblance to an


    Indian passport.

     Points are collected in terms of “VISA” stamps.

     Members need not always spend money to get points.

    • Each time a Hero Honda customer visits a service


    centre, he gets

    points and depending on the profile submitted by the


    customer, he

    gets benefits like free passes to a cricket match


    sponsored by the

    company.

     On the basis of passport programme, to improve the


    customer interaction they initiated the project
    “Goodlife”

     Project Goodlife
     The project was brainchild of Vijay Sethi, CIO Hero
    Honda.

     It was a customer loyalty programme

     The project “Goodlife” led to SBI Hero Honda Credit


    Card and My SAP CRM

     Advantage :

    • Replaced the paper membership card into magnetic


    cards

    • Customer no ore have to carry booklets

    • Customer data available online

    • Better responsiveness to customer changes.


     SBI Credit Card

     It is a customer service initiative launched jointly by Hero Honda and State


    Bank of India.

     SBI Cards & Payment Services (SBI Card) has teamed up with Hero Honda
    Motors to offer the Hero Honda SBI Card.

     The first card for the two-wheeler industry in India.

     The co-branded card is designed to strengthen Hero Honda's Passport


    Programme.

     This co-branding allowed SBI’s customer to reach Hero Honda.

     My SAP CRM

     To improve information exchange with its many partners, Hero Honda


    decided to introduce leading-edge supplier and customer relationship
    management capabilities.

     According to S.R. Balasubramanian (Bala), vice president of information


    systems at Hero Honda, the legacy system could not help support e-commerce
    capabilities.

     This led to implementation of My SAP CRM

     Implemented a customer portal which helped to an end- to – end integration.


     Benefits:

    • Increase in company response time.

    MARKETING STRATEGIES OF HERO-HONDA

    Hero Honda globally known of being the most fuel-efficient and the largest CBZ
    selling Indian motorcycle company. This is a relationship so harmonious that Hero
    Honda has managed to achieve indigenization of over 95 percent, a Honda record
    worldwide. The company is committed to provide the customer with excellence. A
    rich background of producing high value products at reasonable prices led the world's
    largest manufacturer of motorcycles to collaborate with the world's largest bicycle
    manufacturer.

    CD DAWN
    Honda CD Dawn is a beginner's bike well tested on Indian roads and proven in city
    conditions. Hero Honda CD Dawn is a no-nonsense bike that's all about price and
    utility. New bikes have showroom prices of around Rs. 32,000 and on-road prices of
    around Rs. 37,000.

    SPLENDOR NXG
    The Hero Honda Splendor NXG is a new age bike in Hero Honda's 100 cc stable.
    Stunning looks, economic performance, and a multitude of features backed by Hero
    Honda's reliable support network, makes this a good choice for the city commuter.
    The Hero Honda Splendor NXG is now available at a showroom price of around Rs.
    42,000. Hero Honda Splendor Plus is one of the largest selling bikes in India. It
    sports several improvements over the old splendor. Hero Honda Super Splendor is
    not a bike to race with, but one you can depend on to get you to your destination and
    back in the city safely and economically.

    PASSION PLUS
    Hero Honda Passion Plus is a bike meant for the executive city commuter. This
    improved version of the Hero Honda Passion comes with several improvements over
    its earlier versions and gives an easy ride and easy handling. New bikes have
    showroom prices of around Rs. 42,700.

    CBZ EXTREME
    Expected to capture the top position in the premium segment with this bike. Price for
    two
    variants of kick-start and self-start for CBZ X-treme is Rs 54,000 and Rs 56,000.
    Both the variants comes with alloy wheel and disc brakes as standard fitment. Alloy
    wheels, speedo console, split rear grab rail and bikini fairing all add to the muscular
    styling giving it a big bike feel. launched in early. Was the first sports oriented 4-
    stroke bike. Sporting an original Honda 156.8 cc engine, it made good 12.8PS of
    power which was sufficient enough to propel it to 110[120 on Speedo] km/h. The
    styling of the bike was a scaled version of the famous Honda CB series. Sufficient
    mid-range torque ensured a 0–60 km/h (0-37 mph) in just 5 seconds.

    KARIZMA ( R, ZMR)
    The Hero Honda Karizma is the flagship motorcycle of Hero Honda.It was launched
    in May 2003 and was replaced by a cosmetic upgrade Karizma R .The bike has been
    prominently associated with the reality show MTV Roadies. It currently retails at Rs
    82,502. The bike addresses to those who have a passion for speed and styling and
    headturning looks. Karizma sports an all aluminum, undersquare engine (bore 65.5
    mm and stroke 66.2 mm) running a compression ratio of 9:1.The top speed is around
    120 km/h and the 0-60 km/h is achieved around 3.8 seconds. The Karizma is reported
    to have an overall fuel economy of 38 km/l (90 mpg or 2.4 l/100 km), with a best of
    50 km/l (120 mpg) and a worst of 28 km/l (66 mpg). Hero Honda has launched the
    revamped version of its performance motorcycle, the Karizma ZMR. Introduced at a
    price of 91,000.showroom Delhi. To compete with Bajaj Pulsar 220.

    Promotion

    Below the Line Promotion: -


    ‘Below The Line is a common technique used for touches and feel products. Those
    consumer items where the customer will rely on immediate information than
    previously researched items. Below The Line techniques ensure recall of the brand
    while at the same time highlighting the features of the product.
    Above The Line Promotion: -
    Above the line (ATL) is an advertising technique using mass media to promote
    brands. Major above-the-line techniques include TV and radio advertising, print
    advertising and internet banner ads. This type of communication is conventional in
    nature and is considered impersonal to customers. The ATL strategy makes use of
    current traditional media: television, newspapers, magazines, radio, outdoor, and
    internet. Hero Honda used Above the Line Promotion because in the Above the Line
    promotion co. members used advertisement through Radio, T.V., Newspaper and
    Other media communications.

    Place: -
    Geographical Placing: - Geographical placing of the product has divided
    into 4 markets and these are: -
    1. Local
    2. National
    3. Regional
    4. International
    Hero Honda used National Market for sale the Hero Honda Splendor.

    S.W.O.T ANALYSIS OF HERO-HONDA

    STRENGTHS:

    • Hero Honda introduced First stroke bike in the Indian market.


    • Hero Honda gives 80 Km/Liter Avg.
    • Huge sale network (3500 Dealers).
    • Better sale service.
    • It has the highest share in automobile sector.
    • It has a good brand image.
    • It gives better service for customers.
    • Best customer preference.
    • Debt equity ratio is only 0.1.
    • The company has clarified about its intention of setting a third plant in
    addition to its existing two plants. The company has embarked upon a green
    field expansion plan and has earmarked Rs 2 bn for the same. It should be
    noted that the company has a strong cash flow position; it generated Rs 9 bn
    from operation in FY04 and is virtually a debt free company.

    WEEKNESS:
    • Suppose to be very sophisticated.
    • Not fit for ruler India.
    • They have big gap between cubic capacities of its products.
    • Its market share is reducing from last few years.
    • Spare parts are too costly.

    OPPOURTUNITIES:

    • Hero Hondas the first manufacture to launch eco friendly bikes with 4-stroke
    engines. They have attained a stronger good will and popularity in the
    industry and the consumers.
    • They should go in new segments of bikes.
    • There is large no. of young consumers in the market. Company has to focus
    on them.
    • They have big opportunities in heavy bike segments.
    • As government policies are amended against pollution in metro cities, Hero
    Honda being 4 stroke bike manufacture have great opportunities to explore its
    new innovations and technologies.

    THREATS:
    • Main threats to Hero Honda are their competitors like:-
     Bajaj Auto Ltd.
     TVS motors Ltd.
     Yamaha Motors India.
     Honda motorcycle and scooter India.
    • The cost of the product is very high in comparison to other companies.
    • Decreasing market share.

    Privacy Policy & Legal Disclaimer of Hero-Honda

    Privacy of Personal Information

    With due respect to the privacy of its users, Hero Honda website (http://www.herohonda.com)
    abstains from getting personal information from users without their denotative consent. Hero
    Honda does not distribute, sell or rent any personal information collected via its website. This is
    also true for personal information (email address, postal address, etc.) sent to the website’s email
    addresses, contact notes. Hero Honda does not send unsolicited emails to users of its site and the
    personal information entered via the site’s registration forms such as, feed back form, complaint
    form etc., is protected by security features.

    Policy on Cookies

    Hero Honda website studies total usage data to find out how often and when site content is
    requested or visited. It does not use persistent cookies (text cookies) or session cookies for the
    purpose of tracking usage of its site. A persistent cookie, or text cookie, is a file that might
    contain user information. It is stored on a user’s computer. Hero Honda website uses session
    cookies (session cookies are not stored on a user’s computer).

    On-line surveys

    For better understanding the needs and profile of our visitors we conduct on-line surveys. When
    we conduct the survey, we will try to let you know how we shall use said information at the time
    of collecting information from you on the Internet. However the same is not obligatory on our
    part. You recognize and understand that there is no compulsion on your part to provide us with
    your personal information and all personal information provided by you to us is with your full
    consent, own will and desire to provide such personal information. You also understand that we
    are under no obligation to verify the source from which the personal information about you is
    provided to us and is deemed to be provided by you.

    Links to other websites

    Hero Honda website may contain links to other sites and we try to link only those sites that share
    our high standards and respect for privacy. We are not responsible for the content or the privacy
    practices used by other sites.

    Changes to the “Privacy Statement”

    With effect from the future, Hero Honda reserves the right to change this privacy statement from
    time to time. When we do, we will also revise the “Date of Updation” date at the top of this
    privacy statement. For material changes to this privacy statement, we will notify placing a notice
    on this Web Site.

    Security

    Hero Honda endeavors to take reasonable and appropriate measures to protect your personal
    information from unauthorized access or disclosure. However, we do not warrant or represent
    that your personal information is completely safe from hackers and other security threats.
    Customer Acquisition - Meaning and its Process

    Customer acquisition is the process of acquiring new customers for business or converting
    existing prospect into new customers. The importance of customer acquisition varies
    according to the specific business situation of an organization. This process is specifically
    concerned with issues like acquiring customers at less cost, acquiring as many customers as
    possible, acquiring customers who are indigenous and business oriented, acquiring customers
    who utilize newer business channels etc. The whole process should concentrate on following
    considerations:

    1. Primarily it is important to determine and focus on psychology of customers, like how


    the customers feel and think and then selecting the product segment to be presented to
    them.

    2. Concentrating on how the customers are influenced by the surrounding environment like
    the business culture, technology, media etc.

    3. Analysis of customer behavior and tendency while buying specific range of product.

    4. Studying the customer’s limitation of knowledge processing power which influence the
    decision making power.

    5. Finally it’s very important to engage best strategies for effectively convincing new
    customers and improving marketing campaigns.

    Customer acquisition techniques change with technological changes. There is always a need to
    optimize and upgrade the traditional ways of marketing channels available. Exploring new
    methods to entertain customers is important to remain in competition and have high acquisition
    rate.

    Acquiring a customer depends on how effectively the organization is able to build a


    comprehensive relationship with that customer. When suppliers have healthy relationship
    with customers, the revenue of the organization always increases as customers tend to buy more
    and more. There is possibility that a satisfied customer seek to buy special category of related
    products apart from the regular ones from that particular supplier. For instance if a satisfied and
    loyal customer has a home insurance policy from an insurance company then there are positive
    chances that he could also insure his property and car if he is fully satisfied with the services of
    that insurance company. This will definitely result in growth of business.

    While acquiring, the nature of response provided to acquisition is the key aspect to create an
    impressive opinion in customer’s mindset. Hence, the suppliers should always have prompt,
    responsive and experienced executives to serve customers. For example, if a customer calls and
    asks about some critical features of any product and the executive fails to explain it or being
    non-responsive to most of his questions then the customer could probably divert his way to
    some other organization for better response which could definitely result in end of the deal and
    relationship with that customer.

    Improving customer acquisition is the primary challenge which an organization faces. Hence it
    is important to identify critical approaches to enhance customer acquisition power. This
    includes acquiring more number of customers or more number of attractive customers at low
    cost. One of the best strategies to acquire new customers is performing promotional campaigns.
    These campaigns should be efficient and well targeted to customers. Encouragement of
    customer referrals can also attract new customers. It is always a cost-free advocacy by
    customers to provide referrals to supplier when they feel satisfied and encouraged and when
    they have a healthy relationship with customers. These referrals or customer’s reference of
    other customers act like a piece of cake for suppliers as there is no cost and struggle involved in
    this.

    For enhancing the revenue, the organization should always balance the number of customers
    acquired with number of customers who divert to different organizations. Failing to which will
    definitely effect the economic growth of the organization.

    Hero Honda , Bajaj plan expansion in U’Khand

    Auto giants Hero Honda and Baja Auto, which have both set up units in Uttarakhand, are planning
    to go for major expansion programmes despite the expiry of area-based exemptions.

    However, the expansion plans are being kept under wraps apparently due to major rivalry between
    the two motorcycle manufacturing companies with their top officials refusing to say much on the
    issue.

    Sensing that Hero Honda might set up its fourth unit at Haridwar, Bajaj Auto Managing Director
    Rajiv Bajaj would travel to Pantnagar in the fist week of May to chalk out a new strategy on the
    expansion programme. The sources close to the development say the company is going for the
    capacity enhancement as part of its second phase expansion plan. Under the plan, the company is
    likely to increase the capacity of its plant to 1 lakh from 70,000 units per month. There may be
    other plans in the offing, they claimed.

    On the other hand, Hero Honda is also looking forward to utilise its nearly 100 acres of vacant
    land at its Haridwar manufacturing facility. Though the company is looking for land at various
    states like Karnataka and Himachal Pradesh, sources said the auto giant would consider Haridwar
    in case it failed to find suitable land elsewhere in country. “It all depends on the cost of land,” a
    top official here said.

    In addition to this, Hero Honda has also decided to scale up production at its Haridwar
    manufacturing facility. The company last year resolved most of the contentious issues with the
    State Infrastructure and Industrial Development Corporation of Uttarakhand Ltd (Sidcul) to retain
    its hold over the 94 acres of vacant land at Haridwar. For this purpose, the company has
    understood to have deposited Rs 32.5 crore with Sidcul to retain hold over the vacant land.
    Sources said both the companies were still bullish on Uttarakhand despite the fact that area-based
    exemptions which attracted them to set up units in the state had expired on March 31. Uttarakhand
    Congress leaders including Union Minister of State for Labour Harish Rawat are still hopeful that
    the industrial package would be extended for another three year

    CONCLUSION

     Hero Honda is considered to be most fuel-efficient bike on Indian roads,&


    have better quality, higher resale as compared to Bajaj Bikes.

     Bajaj Service & Spare parts are available throughout India in local markets
    also,& Bajaj bikes have comparatively low maintenance cost in contrast to
    hero Honda bikes.

     While buying a motorcycle, economy is the main consideration in form of


    maintenance cost, fuel efficiency.

     Majority of the respondent had bought their motorcycle more than 3 years.

     Market leader Hero Honda has lost more than 3 per cent of its market share in
    the motorcycle segment to its nearest rival Bajaj Auto.

     Bikes such as Bajaj Pulsar, Hero Honda Hunk,Karizma are purchased by


    young
    generation 18 to 30 because they prefer stylish looks and rest of the models of
    Hero
     Honda are purchased more by daily users who needs more average of bikes
    than looks.
    RECOMMENDATIONS

     BAL should adopt a deliberate strategy of focusing on executive and


    premium segment motorcycles and three-wheelers, and is reducing its
    dependence on lower end of motorcycles and scooters segment.

     Bajaj Auto Ltd needs to tap the export market more efficiently as there is a
    huge potential to make India as the world's two-wheelers production base. For
    this, it needs to look for joint ventures abroad.

     Hero Honda should think about fuel efficiency in case of upper segment
    bikes.

     More service centers should be opened for Hero Honda Bikes.

     Maintenance cost and the availability of the spare parts should also be given
    due
    Importance by Hero Honda.

     They should also introduce some good finance/discount schemes for students.
    Bibliography
     http://www.herohonda.com/cust_service_policy.ht
    m

     http://www.thehindubusinessline.in/2010/01/12/stor
    ies/2010011250130300.htm
     http://wapedia.mobi/en/Hero_Honda

     http://en.wikipedia.org/wiki/Bajaj_Auto
     http://www.herohonda.com/policy.htm

     http://www.herohonda.com/co_policy.htm#top
     www.herohonda.Com
     http://www.business-
    standard.com/india/news/hero-honda-bajaj-plan-
    expansion-in-u%5Ckhand/392753/
     http://www.sap.com/usa/solutions/business-
    suite/srm/pdf/CS_HeroHonda.pdf

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