SESSION 2005-2008


The present work is an effort to throw some light on “ SUZUKI MOTORCYCLE INDIA PRIVATE LIMITED”. The work would not have been possible to come to the present shape without the able guidance, supervision and help to me by number of people. With deep sense of gratitude I acknowledge the encouragement and guidance received by my organizational guide Mr. Abhinav Dua (Zonal Manager – Marketing) and other staff members. I convey my heartful affection to all those people who helped and supported me during the course, for completion of my Project Report.


The objective of my project is in depth study and understanding of two wheeler market. I started with my study form evaluation of two wheelers in India, its market size and growth, demand drives rand factor that affect demand and supply of the two wheeler industry. Then I study trends in two-wheeler industry. Report also contains marketing strategy used by Suzuki Motorcycle India Pvt. Ltd. That’s including four p’s of marketing price, promotion, place and product. I have Analyzed automobile industry on SWOT analysis and different models like Poter’s five Model. End part of my project included market survey, data collection and data analysis.





21-26 27-36 37-40 47-49 50 51-71 72 73-76 77

According to the figures published by SIAM. This high figure itself is suggestive of the importance of the sector. The two-wheeler sales have witnessed a spectacular growth trend since the mid nineties.INTRODUCTION INDIAN TWO-WHEELER INDUSTRY Indian automotive industry consists of five segments: commercial vehicles. EVOLUTION OF TWO-WHEELER INDUSTRY IN INDIA 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. and . multiutility vehicles & passenger cars. Monopolies and Restrictive Trade Practices (MRTP) and Foreign Exchange Regulation Act (FERA) were aimed at regulating monopoly and foreign investment respectively. two-wheelers. In the initial years.  Under-utilization of capacity. the industry (excluding tractors) marked a growth of 17% over the corresponding previous. and tractors.822. capacity expansion. choice of products including capacity mix and technology. motorcycles and mopeds. With 5. scooters. The lapses in the system had invited fresh policy options that came into being in late sixties. the share of two-wheelers in automobile sector in terms of units sold was about 80 per cent during 2003-¬04. all critical areas of functioning of an industry. entry of firms. Amongst these policies.591 units exported during the first nine months of FY2005 (9MFY2005). This controlling mechanism over the industry resulted in:  Several firms operating below minimum scale of efficiency. three-wheelers. The two-wheeler industry has been in existence in the country since 1955. It consists of three segments viz.963 units sold in the domestic market and 453. were effectively controlled by the State machinery.

The total two-wheeler sales of the Indian industry accounted for around 77. the major set of reforms was launched in the year 1991 in response to the major macroeconomic crisis faced by the economy. Segmental Growth of the Indian Two Wheeler Industry (FY1995-2004) . The industrial policies shifted from a regime of regulation and tight control to a more liberalized and competitive era.765 units exported. the twowheeler industry in the country has been able to witness a proliferation of brands with introduction of new technology as well as increase in number of players. weaker players died out giving way to the new entrants and superior products and a sizeable increase in number of brands entered the market that compelled the firms to compete on the basis of product attributes. with various policy measures undertaken in order to increase the competition.436 units of two-wheelers were sold in the country in 9MFY2005 with 256. deregulation of the industry has not really resulted in higher level of competition. though the degree of concentration has been lessened over time.613. Usage of outdated technology. 4. Two major results of policy changes during these years in two-wheeler industry were that the.5% of the total vehicles sold in the period mentioned. which ultimately took a more prominent shape with the introduction of the New Economic Policy (NEP) in 1985. TWO-WHEELERS: MARKET SIZE & GROWTH In terms of volume. Finally. Recognition of the damaging effects of licensing and fettering policies led to initiation of reforms. However. However.

. the scooter and moped segments faced de-growth. Healthy growth in two-wheeler sales during FY2004 was led by growth in motorcycles even as the scooters segment posted healthy growth while the mopeds continued to decline. higher access to relatively inexpensive financing. Nevertheless. The economic slowdown in FY1998 took a heavy toll of two-wheeler sales. However. the industry bounced back with a 25% increase in volume sales in FY1995. and increasing availability of fuel efficient two-wheeler models. This was followed by a revival in sales growth for the industry in FY2002. FY2003 also witnessed a healthy growth in overall two-wheeler sales led by higher growth in motorcycles even as the sales of scooters and mopeds continued to decline. sales picked up thereafter mainly on the strength of an increase in the disposable income of middle-income salaried people (following the implementation of the Fifth Pay Commission's recommendations). Although. the overall two-wheeler sales increased in FY2002. with the year-on-year sales (volume) growth rate declining to 3% that year. this phenomenon proved short-lived and the two-wheeler sales declined marginally in FY2001.After facing its worst recession during the early 1990s. the momentum could not be sustained and sales growth dipped to 20% in FY1996 and further down to 12% in FY1997. However.

 Increased availability of cheap consumer financing in the past 3-4 years.  Changes in the demographic profile. .  Steady increase in per capita income over the past five years. which makes twowheelers the entry-level vehicle.  Increasing urbanization. and  Increasing number of models with different features to satisfy diverse consumer needs.  Difference between two-wheeler and passenger car prices. which creates a need for personal transportation. The key demand drivers for the growth of the two-wheeler industry are as follows:  Inadequate public transportation system. While the demand drivers listed here operate at the broad level. especially in the semi-urban and rural areas.DEMAND DRIVERS The demand for two-wheelers has been influenced by a number of factors over the past five years. segmental demand is influenced by segment-specific factors.  Increasing availability of fuel-efficient and low-maintenance models.

4stroke 90-150 Motorcycle > 30.000 Mainly 4-stroke 2-stroke 100. etc. > 125 50.5-9 Fuel Efficiency (kms 50-75 per litre) Load Carrying High . 60 Kick/Electronic Kick/Electronic Kick/Electronic 7-8 and above > 100 50-80+ Highest 2-3 60-70 70-80 Low 90-100 Engine Power (bhp) 6. motorcycles and mopeds. While the first two emerged as a response to demographic changes.MARKET CHARACTERISTICS Demand Segmental Classification and Characteristics The three main product segments in the two-wheeler category are scooters. Examples include 125cc motorcycles.000 2-stroke. gearless scooters. as in January 2005) Stroke Engine Capacity (cc) Ignition Weight (kg) > 22. in response to evolving demographics and various other factors. and 4-stroke scooters. However. viz. 125. scooterettes. product groups within these sub-segments have gained importance in the recent years. these prominent sub-segments. Besides. The characteristics of each of the three broad segments are discussed in this table:- Two-Wheelers: Comparative Characteristics Scooter Price*(Rs. the introduction of 4-stroke scooters has followed the imposition of stringent pollution control norms in the early 2000.000 Moped > 12. 100-125 cc gearless scooters. other sub segments emerged.

has been prompted by two major factors: change in the countries Demographic profile and technological advancements. Between FY1996 and 9MFY2005. motorcycle sales reported a healthy growth of 20%. that year). This shift. Trends in Segmental Share in Industry Sales (FY1996-9MFY2005) While scooter sales declined sharply by 28% in FY2001. the motorcycles segment that had witnessed high growth (since FY1994) became larger than the scooter segment in terms of market share for the first time in FY1999. The scooters segment was the largest till FY1998. respectively.SEGMENTAL MARKET SHARE The Indian two-wheeler industry has undergone a significant change over the past 10 years with the preference changing from scooters and mopeds to motorcycles. accounting for around 42% of the twowheeler sales (motorcycles and mopeds accounted for 37% and 21 % of the market respectively. indicating a clear shift in consumer preference. However. . the motorcycles segment more than doubled its share of the two-wheeler industry to 79% even as the market shares of scooters and mopeds stood lower at 16% and 5%. which continues.

a preference for used cars to new two-wheelers among vehicle buyers cannot be ruled out. larger wheels and better suspension offered by motorcycles. greater acceleration and more environment-friendliness. Motorcycles. offer higher fuel efficiency. they are well positioned to capture the rising demand in rural areas where these characteristics matter most. Moreover. have been traditionally positioned as vehicles of power and style. the customer is willing to pay an up-front premium while purchasing a motorcycle in exchange for lower maintenance and a relatively higher resale value. The customer is likely to be salaried and in the first job. on the other hand. technology and reduction in the price difference between motorcycles and scooters. Following the opening up of the economy and the increasing exposure levels of this new target audience. bigger storage space and easier ride. These features have now been complemented by the availability of new designs and technological innovations. price. With a younger audience.Over the past 10-15 years the demographic profile of the typical two-wheeler customer has changed. higher mileage offered by the executive and entry-level models has also attracted interest of two-wheeler customer. Given the declining difference in prices of scooters and motorcycles in the past few years. Besides a change in demographic profile. Motorcycles. the preference has shifted towards motorcycles. With better ground clearance. The marketing pitch of scooters has typically emphasized reliability. which are rugged and more durable. the past few years have witnessed a shift in preference towards gearless scooters (that are popular among women) within the scooters segment. Scooters are perceived to be family vehicles. Nevertheless. power and styling are now as important as comfort and utility. with the second-hand car market developing. another factor that has weighed in favors of motorcycles is the high re-sale value they offer. it is not surprising that the new set of customers has preferred motorcycles to scooters. the attributes that are sought of a two-wheeler have also changed. comfort and utility across various applications. which offer more functional value such as broader seat. . Given this market positioning of scooters and motorcycles. Thus. However.

accounting for over 80% of the industry sales as in 9MFY2005. Royal Enfield Ltd (REL) and Honda Motorcycle & Scooter India (P) Ltd (HMSI). Bajaj Auto was the undisputed market leader till FY2000. Bajaj Auto Ltd (Bajaj Auto) and TVS Motor Company Ltd (TVS) . accounting for 32% of the two-wheeler industry volumes in the country that year.SUPPLY MANUFACTURERS As the following graph indicates. Bajaj Auto dominance arose from its complete hold over the scooter market. Yamaha Motors India Ltd (Yamaha). LML Ltd (LML). with three players-Hero Honda Motors Ltd (HHML). However. as the demand started shifting . their individual market shares have undergone a major change. The other key players in the two-wheeler industry are Kinetic Motor Company Ltd (KMCL). the Indian two-wheeler industry is highly concentrated. Shares of Two-Wheeler Manufacturers in Industry Sales (FY2000-9MFY2005) Although the three players have dominated the market for a relative long period of time.

was the main beneficiary. and joint ventures (HHML). The share of TVS in industry sales fluctuated on a year on year basis till FY2003 as it changed its product mix but has declined since then. witnessed an overall decline in market share from 22% in FY2000 to 18% in 9MFY2005. the company witnessed a gradual erosion of its market share. A case in point is HMSI. TECHNOLOGY Hitherto. Besides the below mentioned technology alliances. a 100% subsidiary of Honda. .towards motorcycles. which had concentrated on the motorcycle segment. Japan. A third form . the 100% owned subsidiary route .found favors in the early 2000s. TVS. HHML.that is. on the other hand. Suzuki Motor Corporation has also followed the strategy of joint ventures (SMC reportedly acquired equity stake in Integra Overseas Limited for manufacturing and marketing Suzuki motorcycles in India). technology transfer to the Indian two-wheeler industry took place mainly through: licensing and technical collaboration (as in the case of Bajaj Auto and LML). and almost doubled its market share from 20% in FY2000 to 40% in 9MFY2005 to emerge as the market leader.

the Indian original equipment manufacturers (OEMs) have realized the need to upgrade their technical capabilities. TRENDS IN THE TWO-WHEELER INDUSTRY . especially the motorcycle market. In India. environmental compliance.TECHNOLOGICAL TIE-UPS OF SELECT PLAYERS Nature of Alliance Bajaj Auto Technological tie-up Technological tie-up Technological tie-up HHML LML Hero Motors Joint Venture Technological tie-up Technological tie-up Company Ltd. the ability to deliver newer products calls for sound technological backing and this has become one of the critical differentiating factors among companies in the domestic market. It is not only that the OEMs are increasing their focus on in-house R&D. they also provide support to the vendors to upgrade the technology and also assist those striking technological alliances. Japan Daelim Motor Co Ltd Aprilia of Italy Product Kawasaki Heavy Industries Motorcycles Two-wheelers Diesel Engines Motorcycles Motorcycles Scooters With the two-wheeler market. Japan Tokya R&D Co Ltd. because of the cost-sensitive nature of the market. Further. with exports being one of the thrust areas for some Indian two-wheeler companies. the ability to offer new models to meet fast changing customer preferences has become imperative. Japan Honda Motor Co. Thus. fuel efficiency had been an interest area for manufacturers. These relate to three main areas: fuel economy. becoming extremely competitive and the life cycle of products getting shorter. and performance. Japan Kubota Corp. the players have increased their focus on research and development with some having indigenously developed new models as well as improved technologies to cater to the domestic market. In this context.

the company plans to set up a new plant. is a segment that has witnessed significant new product launches and hence.25 million in FY2004 and has been able to achieve 92% capacity utilization. While Bajaj Auto launched the Pulsars (150 and 180 cc) with digital twin spark technology (DTSi) that offers a powerful engine and fuel efficiency of 125 cc models. For instance. especially quality. model launches by other players include LML's Graptor/Beamer. Better awareness about international models has raised expectations of consumers on some key attributes. a host of models have been launched in this segment by various players. become more competitive. HMSI and others. have increased their manufacturing capacities in the recent past. HHML increased the capacity of its plants from 1. TVS. In an effort to satisfy the distinct needs of consumers. and performance. styling. Most of the players have either expanded capacity. Since its entry in the Indian market during FY2002. The indigenously launched Pulsar 150 had met with success on its launch and thereafter.8 million units in FY2003 to 2. NICHE MARKETS ALSO WITNESSING INTENSE COMPETITION A significant trend witnessed over the past five years is the inclination of consumers towards products with superior features and styling. Bajaj Auto. The move has been prompted by the rapid growth reported by the motorcycles segment since FY1995. High competitive intensity has prompted players to launch vehicles with improved attributes at a price less than the competitive models. or converted their existing capacities for scooters and mopeds into those for manufacturing motorcycles. The total capacity of these players stood at 7. viz. in the motorcycles segment. HHML. HMSI's Unicorn . HMSI has aggressively expanded its capacity.COMPANIES RAISING CAPACITY TO MEET THE GROWING DEMAND All the major two-wheeler manufacturers. producers are identifying emerging consumer preferences and developing new models.8 million units in FY2002.8 million units per annum (FY2003) as against total market sales of 3. motorcycles with engine capacity over 150cc. In light of the increase in demand for motorcycles.

2010.besides the HHML's CBZ (improved version launched in 2003-04) and TVS' Fiero F2. the cost of developing suitable technology has remained high. . 2005. The products in this segment cater for style conscious consumers. KEL has launched premium segment motorcycles GF 170 and GF Laser besides launching products from the portfolio of its technology partner (Hyosung's Aquila and Comet 250). in the recent past. The roadmap suggested for emission norms for two/three-wheelers by the Expert Committee on Auto Fuel Policy is as follows: For new vehicles: Bharat Stage II norms throughout the country from April 1. VEHICLE EMISSION NORMS Emission norms for all categories of petrol and diesel vehicles at the manufacturing stage were introduced for the first time in India in 1990 and were made stricter in 1996. the extent of shift to these products would depend on the positioning of such products in terms of price. When the 1996 norms were introduced.  Bharat Stage III norms to be applicable preferably from April 1. Besides these. Moreover. Quite a few players are developing models combining features such as higher engine capacity" optimum mix of power and performance. and superior styling. The emission norms that are currently in force for two-wheelers and three-wheelers are more stringent than the Euro II norms. These include models such as Bajaj Auto Eliminator and Royal Enfield's Thunderbird followed by HHML's Karisma. it resulted in certain models being withdrawn from the market. However. the motorcycle segment has witnessed launch of vehicles with higher engine capacity (higher than 150cc) and power (higher than 15bhp). With Stage I India 2000 emission norms coming into place. 2008 but not later than April 1.

But the Union Budget 2004-05 provides for a weighted deduction of 150% for investments in R&D. the main proposals of which are as under:- FOREIGN DIRECT INVESTMENT : Automatic approval is proposed to be granted to foreign equity investment up to 100% for manufacture of automobiles and components. FISCAL POLICY The Union Budget for 2001-02 had lowered the excise duty on two-wheelers (with engine capacity in excess of 75 cc) from 24% to 16%. This may facilitate increasing R&D allocations and allow for improvement in the technical as well as product development skills of the Indian companies. IMPORT TARIFF: Import tariffs are proposed to be fixed at a level such that they facilitate the development of manufacturing capabilities as opposed to mere assembly. 2005. . 2010. The Union Budget thereafter has left the excise duty on two-wheelers unchanged. INDIAN AUTO POLICY 2002 The Government of India approved a comprehensive automotive policy in March 2002.  Performance checking system of catalytic converters and conversion kits installed in vehicles to be put in place by April 1.  Inspection & maintenance (I&M) system for all categories of vehicles to be put place by April 1. The manufacturers responded to this by passing on a relatively large part of the excise cut to customers.FOR REDUCING POLLUTION FROM IN-USE VEHICLES: New pollution under control (PUC) checking system for all categories of vehicles to be put in place by April 1. 2007.


The auto policy states the Government's intent to align domestic policy with the international practice of imposing higher road tax on old vehicles so as to discourage their use. 1961 for automotive companies is proposed to be increased from current level of 125% (The weighted average deduction for R&D was increased to 150% in the Union Budget 2004-05).Incentives for R&D: The weighted average tax deduction under the Income Tax Act. Further. . the policy proposes to include vehicle manufacturers for a rebate on the applicable excise duty for every 1% of the gross turnover of the company expended during the year on R&D. ENVIRONMENTAL ASPECTS: Adequate fiscal incentives are proposed to promote the use of low-emission auto fuel technology (in line with the Auto Fuel Policy).

UNIQUE CHARACTERISTICS OF INDIAN AUTOMOTIVE INDUSTRY: HIGHER AVERAGE LIFE SPAN OF VEHICLES Until 1999. low labor cost of maintenance and the psyche of Indian consumer to delay the discarding of the old vehicle reduced the scrap rate. The benefit of this practice is the comparatively higher revenues for automotive component suppliers. But recent pronouncement of GoI to prohibit polluting vehicles in the National Capital Region (NCR) is likely to force the old polluting vehicles off road. All these factors resulted in prolonged operational existence of vehicle on Indian roads. Indian automotive market was characterized by weak air pollution regulations. due to increased demand in the aftermarket. In addition. This will reduce the average life span of vehicles on road and the overall impact would be reduced per vehicle parts consumption. UP GRADATION OF VEHICLE OWNERS The structure of Indian vehicles (personal transport) market in terms of volume sales is shown in this Figure:- Structure of Passenger Vehicle Market (India) .

The present owners of the small car are likely to graduate to mid-size cars mainly due to declining importance of small car as status symbol and the marginal increment in repayment installment in the finance options. Therefore. Lucrative finance schemes have made the purchase of mid-sized cars really affordable. With the growth in the family income of these rural and semi-urban buyers and the option of numerous used cars. Within two wheeler segments.Two wheelers generate the highest volumes and are more popular in rural and semi urban markets primarily due to lower income levels and poor road conditions. This transition is also depicted in the above figure. progressively mopeds are likely to be replaced by motorcycles. these could be classified as entry-level vehicles. . it is expected that a significant shift would take place from two wheelers (mainly scooters) to four wheelers.

⇒ To carry out SWOT analysis ⇒ To carry out Porter’s five Model analysis ⇒ To carry out a market survey in this regard . Ltd.RESEARCH OBJECTIVES The objective of my project is ⇒ To make in depth study and understanding of two wheeler market ⇒ To study the marketing strategy used by Suzuki Motorcycle India Pvt.

Questionnaire was designed based on research objectives and the targeted segment. Magazines. etc . The main objective of descriptive research is to describe the market characteristics or function.RESEARCH METHODOLOGY RESEARCH DESIGN Due care is taken to ensure minimum bias and maximum reliability. Two types of methods of data collection is used in research: Secondary data Survey method DATA SOURCES Primary Sources of Data ⇒ Filling Questionnaires SECONDARY SOURCES OF DATA ⇒ Books. It is the part of conclusive research. Internet. The ideal way to go about it was through Questionnaire. DESCRIPTIVE RESEARCH Descriptive research is used in the project.

. by using convenience in time and reach. It is done. EXTENT Extent of this study is limited to Delhi only. The selection of sampling units is left primarily to the interviewer. SAMPLING TECHNIQUE Convenience sampling: A non-probability sampling technique that attempts to obtain a sample of convenient element. friends. or the researcher uses personal judgment for taking sample. etc in the sample. using students.SAMPLE DESIGN TARGET POPULATION Males and females above 18 years of age in Delhi region are considered for the sample target population. SAMPLE SIZE The sample size of 100 was taken for the Research Study.

Mission Statement  Develop products of superior value by focusing on the customers. Ltd. SUZUKI’s Products have become well received throughout the World.SUZUKI MOTORCYCLE INDIA Pvt. SUZUKI believes that “VALUE-PACKED PRODUCTS” come from the effort to carry out Product development from customer’s point of view. This policy has been in effect since Company’s inception and has helped the Organization to meet customer’s needs. INTRODUCTION Mission Statement SUZUKI Philosophy The core philosophy of SUZUKI is to provide “VALUE-PACKED PRODUCTS”. SUZUKI is fully committed to create Products that meet customer’s demand by utilizing its dynamic. .  Establish a refreshing and innovative company through teamwork. Since the founding of SUZUKI Motor Corporation. As a result.  Strive for individual excellence through continuous improvement. long-nurtured technological advantage coupled with its fresh and active human resources. the Organization’s endeavor has always been to provide “VALUE-PACKED PRODUCTS” as one of the manufacturing philosophies.

Japan where in we are having the same manufacturing Philosophy of VALUE PACKED PRODUCTS right from the inception. Katsumi Takata Personnel over the years Items Total number of employees Year 2004 95 Year 2005 176 .43 Million Managing Director Mr. Satya Sheel Khosla Joint Managing Director Mr. 20. Capital Rs. We have got total land area of 37 acres and out of which presently our plant is constructed in 6.5 acres of land and remaining area is left for the land development and future expansion.SUZUKI INDIA COMPANY NAME SUZUKI MOTORCYCLE INDIA PRIVATE LIMITED is a subsidiary of Suzuki Motor Corporation. PLANT AREA AND PRODUCTION CAPACITY We have installed our manufacturing plant in Gurgaon (Haryana) having the annual plant capacity of 1. 000 units. 713. SMIPL will be manufacturing two wheelers best suited for the valuable Indian customers covering all segments.

All packaging material used by Suzuki is re-cycle able. To comply with all applicable legislations and setting standards thereof remains only a beginning. A constant flow of internal Communication on environment related issues not only creates awareness amongst employees but also helps in inculcating ‘an environment friendly’ value system. The biggest testimony of Suzuki’s commitments towards “environment first” is seen in the new plant of Suzuki two wheelers at Gurgaon which is built to be a Zero discharge plant. .MAIN PRODUCTS MOTORCYCLE AND SCOOTER Environment At Suzuki. the philosophy of keeping “environment first” is properly percolated downwards. We thrive to discover and invent mechanisms for better environment management systems and it’s a continuous process which is managed by a separate wing of experts and specialist in the field. We have embraced Natural light optimization system and water harvesting systems besides several other measures to create better and cleaner environment around us.

nor shall it give any right to the customer for claiming any compensation for damages. Delay. shall not be a ground for extending the warranty.  SMIPL undertake no liability in the matter of consequential loss or damage caused due to the failure of parts. CONDITION OF WARRANTY The warranty coverage for products will be valid only if the following are availed & followed:  All the 6 Free Services and 9 Paid Services as per given schedule. The expenses if any for bringing the affected motorcycle to SMIPL authorized dealer has to be borne by customer only. . Battery and Sparkplug are warranted by their respective manufacturers and shall be claimed on them directly by the customer as per their warranty terms and SMIPL shall not be liable in any manner to replace them.  Maintaining the service record given in the Owners manual dully signed by SMIPL authorized dealer for each of the 6 Free & 9 Paid Services availed.000kms for motorcycle produced in Gurgaon Plant and sold through its authorized dealer. if any.SERVICE: WARRANTY POLICY POLICY Suzuki Motorcycle India Private Limited offers 2 years or first 30. Period. for carrying out the repairs at SMIPL authorized dealer. Tubes.  Warranty claims in respect of proprietary items like Tyres. The claim for ex-change (or) repair of parts shall be considered only when:  Customer ensures that immediately upon the discovery of the defect he approaches the nearest SMIPL authorized dealer with the affected motorcycle. However SMIPL authorized dealer will give full assistance in taking up the claims with respective manufacturers.

Sprockets .  Normal service wear and tear items (ie) Brake Shoes. . Grease used for the warranty repair are not covered under the application of the warranty.  If any of the free or paid service is not done as per schedule. Valves and Bearings due to adulteration of petrol/fuel. use of bad quality parts which are not manufactured (or) not recommended for use by SMIPL on their motorcycles.genuine parts (or) accessories not approved by SMIPL which affects the performance and reliability of the motorcycle.  If the Suzuki Genuine Oil / Lubricants are not used or if they are not replaced at the recommended interval. the warranty tends to stand void. De-carbonizing.  Parts of the vehicle have been subjected to mis-use. Race Bearing kit. Rubber Parts (or) Plastic components. Brakes and Clutch adjustments as well as any other normal adjustments. Clutch Plates.  Use of non.  Parts repaired (or) replaced under this warranty are warranted only for the original warranty period of Suzuki Motorcycles.  Consumables like Engine oil. Carburetor cleaning. TFF Oil.LIMITATION OF WARRANTY Warranty is not applicable to:  Normal maintenance operations such as Engine Tune-up. accident and negligent treatment.  Parts of the motorcycle getting rusted or their plating or painting coming off due to atmospheric condition like Sea Breeze and Industrial Pollutions. Gaskets . Piston. Wheels. Drive Chain . Wheel Rims ( in case of misaligned or bent) . Element Air Cleaner. Oil filter and Electrical items like Bulb.  Premature wear of Engine parts such as Cylinder. Shims / Fasteners .

 The company is not liable for any delay in servicing due to reasons beyond the control of company or any of SMIPL authorized dealer. .

 Cost of oil & gaskets are chargeable at actual during the Free service period.  If Motorcycle meets with an accident during the free services period then the actual labor and parts charges has to be borne by customer to make the vehicle perfect (road worthy) .  The services can be availed only at our SMIPL authorized dealership.  The labor is free for all the jobs detailed on the free service coupon.  It is mandatory to avail all the 6 free services as per given schedule.FREE SERVICE POLICY Free Service Policy  Suzuki Motorcycle India Private Limited offers 6 free services for its motorcycle.  The Services to be availed within the specified kms or days from the date of sale of motorcycle whichever occurs first.

Gandhinagar. Mangalore Kerala – Cochin. Tirupati Karnataka – Bangalore. 1. Jalandhar. Bulandshahr. Mumbai. Erode. Noida. Hubli. West. Chandigarh. Rajahmundry. Heat – Rs. Suzuki has launched 2 products. Ghaziabad. Jodhpur Uttar Pradesh – Agra.893 2. Coimbatore. Zeus – Price is not disclosed. Surat Goa – Margao. 37. Allahabad. Jabalpur . Nagpur. Panjim Maharashtra –Aurangabad.  North – Delhi Haryana – Faridabad. They have tried to go for competitive pricing. Ludhiana Rajasthan – Jaipur. Pune. Rajkot. Madurai. Saharanpur  East – Assam – Guwahati Chattisgarh – Raipur Orissa – Berhampur  South – Andhra Pradesh – Hyderabad. Rohtak Punjab – Amritsar. Place Strategies – Place or distribution strategies are dependent on the type of product a company offers. Moradabad. Suzuki has distributed the product in East. Gurgaon. North and South. Tiruchirapalli  West – Gujarat – Ahmedabad. Palkkad Tamil Nadu – Chennai. Lucknow.MARKETING STRATEGY Pricing Strategies – While developing pricing strategies for the global market. one must consider the internal and external environments of a company. Baroda. Thane Madhya Pradesh – Bhopal.

public relations.Promotion strategies – The promotion strategies of a global marketing rganization include advertising. Suzuki is planning to go for electronic & print media advertisement: Media Campaigns – Ad 1 . sales promotion. direct marketing and personal selling.




Product Strategies – The product is one of the most important components of a
marketing program. Suzuki has two products in India market. One is HEAT and ZEUS bike:


HEAT *Drum Brake *Kick Start

Dimensions And Dry Mass Overall length Overall width Wheelbase Ground clearance Overall height Dry mass Engine Type Number of cylinders Bore x Stroke Displacement Compression ratio Carburettor Air cleaner Starter system Lubrication system Transmission Clutch Transmission Gearshift patterm Chassis Front suspension Rear suspension Front brake Rear brake Front tyre size Rear tyre size Electrical Ignition type Electronic Ignition (CDI) Telescopic, Coil spring, Oil damped Swing-arm type, Coil spring, Oil damped Drum brake (130 mm) Drum brake (130 mm) 2.75 -18.4PR 3.00-18.6PR Wet multi-plate type 5-speed constant mesh 1-down, 4-up Four-stroke, Air-cooled,OHC 1 53.5 mm x 55.2 mm 124 cm3 (cc) 9.6:1 VM18 Non-woven fabric element Kick Wet sump 2040 mm 770 mm 1240 mm 155 mm 1085 mm 110 kgs

Spark plug Battery Headlight Brake light/Tail-Light Fuel Tank : Capacities Including reserve Reserve

NGK 12V 9.0kC (2.5 Ah)/10HR 12V 35/35W 12V 21/5W 12.0 L 2.1 L

Introducing the new Heat 125. Packed with genuine Suzuki technology, it delivers instant pickup, smoother performance and superb fuel-efficiency unmatched by any other motorcycle in its class. So, the riders get more from life, every moment, mile after mile.


ZEUS 125X *Drum/Disc Brakes *Kick Start

Dimensions And Dry Mass Overall length Overall width Wheelbase Ground clearance Overall height Dry mass Engine Type Number of cylinders Bore x Stroke Displacement Compression ratio Carburettor Air cleaner Starter system Lubrication system Transmission Clutch Transmission Gearshift patterm Wet multi-plate type 5-speed constant mesh 1-down, 4-up Four-stroke, Air-cooled,OHC 1 53.5 mm x 55.2 mm 124 cm3 (cc) 9.6:1 VM18 Non-woven fabric element Kick Wet sump 2040 mm 770 mm 1240 mm 155 mm 1125 mm 114 kgs

1 L Electronic Ignition (CDI) NGK 12V 9.0kC (2. Coil spring. Coil spring. Packed with genuine Suzuki technology and incredible style.Chassis Front suspension Rear suspension Front brake Rear brake Front tyre size Rear tyre size Electrical Ignition type Spark plug Battery Headlight Brake light/Tail-Light Fuel Tank : Capacities Including reserve Reserve 12. CLASSIFICATION OF THE BIKE ACCORDING TO THE DISPLACEMENT & START 125-150cc bikes with Disc & Drum brakes . Oil damped Swing-arm type.0 L 2.00-18. smoother performance and superb fuelefficiency unmatched by any other motorcycle in its class.75 -18. Oil damped Disc brake Drum brake (130 mm) 2.52P Introducing the new Zeus 125X.42P 3.5 Ah)/10HR 12V 35/35W 12V 21/5W Telescopic. Giving its riders the best of both worlds. Delivering instant pickup.

DISC Brake Bajaj WIND 125 Hero Honda ACHIVER Hero Honda SUPER SPLENDOR ES Hero Honda SUPER SPLENDOR KS Kinetic GF 125 LML FREEDOM PRIMA 125 DRUM Brake Bajaj DISCOVER 125 Hero Honda GLAMOUR Hero Honda ACHIVER TVS VICTOR EDGE Kinetic GF 125 Yamaha FAZER Yamaha FAZER LX Yamaha R X 135 SUZUKI HEAT LML FREEDOM PRIMA 125 150 & above cc bikes with Disc & Drum brakes DISC Brake DRUM Brake Hero Honda KARIZMA Kinetic COMET Kinetic GF 170 Kinetic GF 170 125-150cc bikes with Kick & Self start KICK Start SELF Start Bajaj DISCOVER 125 Bajaj WIND 125 Bajaj DISCOVER 125 Hero Honda GLAMOUR .

TVS FIERO F2 TVS FIERO FX TVS VICTOR EDGE TVS VICTOR GLX Hero Honda ACHIVER Hero Honda GLAMOUR Yamaha FAZER Yamaha FAZER LX Yamaha R X 135 LML GRAPTOR Honda UNICORN SUZUKI ZUES 125 SUZUKI HEAT Kinetic GF 125 Honda UNICORN 150 & above cc bikes with Kick & Self start KICK Start SELF Start Bajaj AVENGR 125-150cc bikes with Drum/Disc brakes Suzuki ZEUS 125X Hero Honda GLAMOUR Bajaj PULSAR 150 DTSi TVS FIERO F2 TVS FIERO FX TVS VICTOR EDGE TVS VICTOR GLX Hero Honda GLAMOUR .

Yamaha FAZER DIX Yamaha FAZER DX LML GRAPTOR Honda UNICORN 150 & above cc bikes with Drum/Disc brakes Bajaj PULSAR 180 DTSi Bajaj AVENGR Kinetic AQUILA Kinetic GF LASER 125-150cc bikes with Kick/Self start Bajaj PULSAR 150 DTSi Kinetic GF 125 Yamaha FAZER DIX Yamaha FAZER DX 150 & above cc bikes with Kick/Self start Hero Honda KARIZMA Bajaj PULSAR 180 DTSi Kinetic AQUILA Kinetic COMET Kinetic GF 170 Kinetic GF LASER .


WEAKNESSES ‘Japanese’ approach means a push for volumes through safe. THREATS The only people who are able to get away with playing safe are Hero Honda. WEAKNESSES Cheap-quality/poor . Not afraid to use technology. Effective strategy but unexciting.service perception taking time to fade away. conventional products. they could put in a storming product to good effect.SWOT ANALYSIS SUZUKI MOTORCYCLE INDIA STRENGTHS Maruti gives Suzuki tremendous brand penetration. Except. If Suzuki moves quickly. . available cash. the strategy doesn’t always work. BAJAJ AUTO LIMITED Strength Strong product lines and development team. OPPORTUNITIES Bajaj and (perhaps) Yamaha are only just opening the larger displacement class.

Weaknesses No internal R & D makes it harder to respond to the market. HERO HONDA MOTORS LIMITED Strengths Product lines running strong.OPPORTUNITIES Have the where withal to handle a really broad product range.Super Splendor and Achiever .are excellent. great brand equity and trust. . while opening up new sales segments. Opportunities Leveraging Honda’s technical expertise more aggressively can get Hero Honda super products and help them stay number one in the market. that could obstruct a move to more leisure – oriented products. Newer products .quality equation could cause the cheap quality/poor service perception to persist. Exports are on the rise. Threats Working the price . Threats The brand is steeped in commuter values – in the long run.

high – quality and good service perception. safe products. Can use Hero Honda as a strategic. Unwilling to take a chance. Weaknesses Products haven’t clicked. good. Opportunities Has a vast array of global products it can pick and choose from for Indian launches.HONDA MOTORCYCLE & SCOOTER INDIA Strengths Strong brand. Activa apart. . Threats Takes its own sweet time to introduce new and upgraded products. Playing it safe may not be the safest strategy in the Indian market scenario today. So far no flair.

but still a bit lower than the industry average. Young management. Motorcycle programmer continues to flounder. . OPPORTUNITIES Two promising tie – ups. a stellar range of almost fourteen new scooters in the wings. THREATS Quality control and attention to detail rising. Weaknesses Strongest scooter brand in the country.KINETIC ENGINEERING LIMITED Strengths Strongest scooter brand in the country. finish issues and built quality. Products have been criticized for low attention to detail. Quality perception is low and dealership quality perception is also low.

Opportunities New finance. timing are still improving. new structure and new focus could be what LML needs to return to the fray all guns blazing.LML LIMITED Strengths Can produce some striking products. Threats LML’s growth curve could be made decidedly steeper with Bajaj’s new aggression. dealer network. Threats Traditionally long production ramp – ups and slow product cycles will hurt. Honda’s renewed attempts to sweep the market and the entry of Suzuki and the general competence of all the India two – wheeler players. . Weaknesses Product packaging. TVS MOTOR LIMITED Strengths Classy engineering. The Apache was the first sign of this. TVS needs to capitalize on the weakness of Japanees brands now. Opportunities Quicker turn – around on R & D will re – energies the brand. Weaknesses Product excellence isn’t consistent. TVS will need to work faster also. Other parts of the puzzle coming into place slowly. great motors have always been TVS’ forte.

Product cycle has been too slow. Threats Bajaj. on the move company. Fazer 250 and all – out sporty 150s could turn sales around.YAMAHA MOTORS Strengths Enduring. it has persisted) Weaknesses Current product line does not match brand image. Honda/Hero Honda is playing the game with gusto already. Opportunities Auto Expo displays suggest a more serious. . resilient performance biking image (despite meek products. Bajaj has usurped the image Yamaha normally occupies internationally.

and availability of auto components Threat of substitutes Threat of substitutes is low because of lower functional .performance . Bargaining power of suppliers Low. technology. distribution network. .PORTER’S FIVE FORCES MODEL OF AUTOMOBILE INDUSTRY Barriers to entry High capital costs. Bargaining power of customers Very high due to availability of options Competition Except for heavy CV segment. competition is stiff. due to stiff competition and its fragmented nature. Expected to increase even further.


Also. Bajaj and Hero Honda are also planning to enter in this segment and to that extent.-:PROSPECTS The government spending on infrastructure in roads and airports and higher GDP growth in the future could benefit the auto sector in general. Since raw material costs account for almost 50% of operating costs of auto companies in general. Utility vehicle segment is expected to grow at around 8% in the long-term. We expect a slew of launches in the Segment 'B' of passenger cars. Though the market size is expected to grow by 12% -15%. motorcycle segment is expected to witness a flurry of new model launches. competitive pressure could keep prices and margins under control. steel prices have shown some signs of softening and this is likely to have a positive impact on the margins . This combined with a softer interest rate environment will play a vital role in providing a fillip to demand. TVS. However. While geared scooter and moped segments could see a fall in volumes. In the two-wheeler sector. Honda and Kinetic Motors are poised to benefit from higher demand for unguarded scooters in the urban and rural market. competition is likely to increase The reduction in peak customs duty from 25% to 20% in the budget will result in savings on the raw material front as well. this is a positive.

. In this method I have prepared the questionnaire. Main aim preparing for this questionnaire for increase the sales. provide the extra facility which customer wants.MARKET SURVEY There are different types of survey methods: Market Survey Telephone Interviewing Traditional mail ComputerInternet Assisted Personal Interviewing In-Home Mail Interviewing Mail Electronic Interviewing E- Mall Intercept ComputerAssisted Mail Panel In my market survey I have used the mall intercept in personal interviewing. add the some extra features in new product launch. and short out the customer problems.

WHICH BIKE BRAND / MODEL DO YOU HAVE? % of bike brand have the customers 30 25 20 % 15 10 5 0 % Bike Brand suzuki herohonda bajaj tvs kinetic lml yamaha others Bike brand Suzuki Hero Honda Bajaj TVS Kinetic LML Yamaha Others % 3 30 30 12 5 8 10 2 .SURVEY ANALYSIS 1.

.⇒ Now most of customers use the Bajaj and Hero Honda bikes. so these are two companies are play the major player role in the Indian two wheeler market.

3. . DO YOU PREFER KICK START OR SELF START OR KICK / SELF START IN YOUR BIKE ? Prefered statrs 70 60 50 % 40 30 20 10 0 kick start selfstart kick/selfstart % Preferred starts Kick start Self start Kick/Self start % 5 25 70 ⇒ Most of customers preferred kick / self start.

IF YOU ARE USEING THE 125CC BIKE PLEASE RANK THE 16 MODELS ACCORDING TO THE CURRENT MILEAGE ? Ranking according to current milage Heat 16 14 12 10 Ranks 8 6 4 2 0 Rank for current milage Bike Models Zeus Discover 125 Wind 125 Victor Edge Victor GLX Glamour Shine Super Splender KS Super Splender FS GF 125 Fazer Fazer DIX Fazer DX Fazer LX Freedom Prima 125 Bike Models Heat Zeus Discover 125 Wind 125 Victor Edge Victor GLX Glamour Shine Super Splender KS Super Splender FS GF 125 Fazer Fazer DIX Fazer DX Fazer LX Freedom Prima 125 Rank for current mileage 16 13 1 4 8 5 7 14 2 3 15 9 12 11 10 6 .4.

⇒ According to these analysis customers gives the 1 rank of Discover 125cc for current mileage. .

ARE YOU SATISFY WITH CURRENT MILEAGE ? Satisfy with current mileage 80 70 60 50 % 40 30 20 10 0 % Yes Current mileage No Current mileage Yes No % 75 25 ⇒ Most of customers satisfy with current mileage. .5.

6. . WHICH SERVICE DO YOU PREFER FOR YOUR BIKE ? Service preferred for the bike 70 60 50 % 40 30 20 10 0 Authorized workshop Local workshop % Provide services Preferred workshop Authorized workshop Local workshop % 65 35 ⇒ Here is 65% customers prefer the authorized service for bike servicing and bike maintenances.

7. So some customer can’t afford go to the authorized the bike servicing. service centers for . After finish this free service bike required servicing. IF YOU GO TO THE LOCAL WORKSHOP PLEASE GIVE THE REASONS. Some customers use the local workshop also because finish the after free service which is provided by the company.

WOULD YOU LIKE TO THE BIKE SERVICING IN YOUR PRESENCE ? Bike sevicing in own presence 80 70 60 50 % 40 30 20 10 0 % Yes Servicing No Servicing in own presence Yes No % 75 25 ⇒ Here also 75% of customer wants to bike servicing in own presence.8. .


. WOULD YOU LIKE TO COMPANY REMIND TO ABOUT THE DUE DATES OF SERVICES ? Remind the due dates for servicing by the company 100 80 % 60 40 20 0 Yes No % Remind due dates Remind due dates Yes No % 98 2 ⇒ From this analysis customers are very happy with this facility provide by the company.9.

10% service centers takes 1day and 5% service centers takes more then 1 day for the bike servicing.10. 25% service centers takes 3-5hours. . HOW LONG TO TAKE TIME FOR BIKE SERVICING BY THE SERVICE CENTER ? Takes time in bike servicing by the service center 60 50 40 % 30 20 10 0 2 hour 3-5 hour 1 day More then 1 day % Takes time Takes time 2 hour 3-5 hour 1 day More then 1 day % 60 25 10 5 ⇒ According to the analysis 60% service centers takes 2hours.

HOW MANY OFFERING FREE SERVICES TO YOUR BIKE BY THE COMPANY ? Free services offering by the company 30 25 20 % 15 10 5 0 3 4 5 6 More then 6 % Free services offered Free services 3 4 5 6 More then 6 % 17 30 30 18 5 ⇒ Mostly companies offer to the 4 and 5 free services for bike. less companies offer 3 services and very less companies offer more then 6 services. Some companies offer 6 services.11. .

12. . IF SERVICE CENTER PROVIDE THE FACILITY OF BOOKING FOR THE SERVICING . WILL YOU USE IT ? Service center provide the facilty for booking servicing 100 80 % 60 40 20 0 Yes No % Booking servicing Facility for booking service Yes No % 95 5 ⇒ From this analysis huge number of customers use this service and enjoy this service provide by the service centers.

. DID YOU FACED POBLEMS SHORTLY AFTER THE SERVICING ? Shortly after ervice facing the problem in bike 70 60 50 % 40 30 20 10 0 Yes Facing problem No % Faced problem Yes No % 30 70 ⇒ In this analysis 70%of customers are not faced the problem shortly after the servicing and 30% of customers faced the problems shortly after the servicing.13.


. WHAT DO YOU FEEL ABOUT THE PRICE CHARGED FOR SPARE PARTS BY THE SERVICE CENTER? Price charged for spare parts by the service center 60 50 40 30 20 10 0 Higher Reasonable Lower % Price of spare parts Higher Reasonable Lower % 55 44 1 ⇒ In this analysis higher price charged for spare part by the service centers.14.


15. WHICH BIKE BRAND/ MODEL DO YOU PREFER IN 125CC ? Preferred bike brand in 125cc 30 25 20 % 15 10 5 0 % Bike brand name Suzuki Bajaj Hero Honda TVS Yamaha Kinetic LML Bike Brand Suzuki Bajaj Hero Honda TVS Yamaha Kinetic LML % 2 25 30 18 8 4 13 .

⇒ Here I have analysis according to the different – different bike models in different bike Brands in 125cc which is preferred by the customers.⇒ In this analysis prefer the large number of Hero Honda bikes in 125cc. after that prefer Bajaj bikes. and prefer the small number of Kinetic bikes in 125cc by the customers. .

SUZUKI MOTORCYCLES INDIA PVT. Suzuki models Heat Zeus Suzuki Models Heat Zeus % 45 55 .LTD.

HERO HONDA MOTORS LTD. Hero Honda models Glamour Super splender FS Super splender KS Shine Hero Honda models Glamour Super splender FS Super splender KS Shine % 20 30 45 5 .

Discover 125 Wind 125 Bajaj Mdels Discover 125 Wind 125 % 45 55 . Bajaj Auyo Ltd.BAJAJ AUTO LTD.

TVS MOTORS LTD. TVS motors Victor Edge Victor GLX TVS Models Victor Edge Victor GLX % 35 65 .

KINETIC MOTORS Kinetic Models % Kinetic Model GF 125 % 100 .

LTD.YAMAHA MOTORS INDIA PVT. Yamaha models Fazer Fazer DIX Fazer DX Fazer LX Yamaha models Fazer Fazer DIX Fazer DX Fazer LX % 45 30 15 10 .

LML models % LML models Freedom prima 125 % 100 .LML (INDIA) LTD.

enabled me to suggest key strategic suggestions to TVS. free AC check-up camps etc. It’s should try to increase in its presence sale in the Indian two-wheeler market. they are summarized as followsTo stimulate healthy growth. SUZUKI should go for more electronic and print media advertising. . They should go for some promotional activities like free pollution check-up camps.for all the vehicles.RECOMMENDATIONS All the analysis and research which I have done.

do you ride ? Less than 50 ( ) ( ) 50 – 75 ( ) 75 – 100 ( ) More than 100 . Which bike brand / model do you have? SUZUKI / ____________________ ________________ HERO HONDA / _____________ LML / _______________________ ______________ YAMAHA / __________________ TVS / __________________ KINETIC / BAJAJ / 2.Annexure QUESTIONNAIRE Name ____________________________ years Current Model _____________________ Current Occupation _________________ Annual Salary: Less than 1 lakh ( ) 3 lakh – 4 lakh ( ) 1 lakh – 2 lakh ( ) 4 lakh – 5 lakh ( ) 2 lakh – 3 lakh ( ) More than 5 lakh ( ) Place __________________ Age _______________ 1. How many kms.

Which service do you prefer for your bike ? Authorized workshop ( ) Local workshop ( ) 7. If you go to the local workshop please give the reasons ? . If you are useing the 125cc bike please rank the 16 models according to the current mileage ? Heat ) Wind 125 ) Fazer ( ) Super Splender KS ( ) ) Fazer ( ) Fazer DIX ( ) Fazer DX ( ) Freedom Prima 125 ( ) 5. Do you prefer kick start or self start or kick / self start in your bike ? Kick start ( ) Self start ( ) Kick / Self start ( ) 4.{ in kms / day } 3. Are you satisfy with current mileage ? Yes ( ) No ( ) Shine ( ) GF 125 ( ( ) Glamour ( ) Super Splender FS ( ) Victor Edge ( ) Victor GLX ( ( ) Zeus ( ) Discover 125 ( 6.

Did you faced poblems shortly after the servicing ? Yes ( ) No ( ) . Would you like to company remind to about the due dates of services ? Yes ( ) No ( ) 10.8. Would you like to the bike servecing in your presence ? Yes ( ) No ( ) 9. How long to take time for bike service by the service center ? 2 hours ( ) 3 – 5 hours ( ) 1 day ( ) More than 1 day ( ) 11. How many offering free services to your bike by the company ? Three ( ) Four ( ) Five ( ) Six ( ) More than Six ( ) 12. If service center provide the facility of booking for the servicing . will you use it ? Yes ( ) No ( ) 13.

What do you feel about the price charged for spare parts by the service center? Higher ( ) Reasonable ( ) Lower ( ) 15.14. Which bike brand/ model do you prefer in 125cc ? SUZUKI Heat ( ) Zeus 125 X ( ) Super Splendor KS ( ) TVS Victor Edge ( ) Victor GLX ( ) BAJAJ Discover 125 ( ) Wind 125 Shine YAMAHA Fazer Fazer DIX Fazer DX Fazer LX LML Freedom Prima 125 ( ) ( ) ( ) ( ) ( ) ( ) HERO HONDA Glamour ( ) KINETIC GF 125 ( ) ( ) Super Splendor FS ( ) .

indiabike.com  Bike magazines .com www.honda.lml.com www.com www.in www.bajajauto.suzukimotorcycle.BIBLIOGRAPHY          www.com www.yamaha-motor-india.com www.com www.com www.herohonda.co.tvsmotor.kineticindia.

Sign up to vote on this title
UsefulNot useful