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MARKETING AND HUMAN RESOURCE MANAGEMENT
Submitted in partial fulfillment of the requirement of Bachelor in business administration (BBA), from Guru Jambheshwar University of science and technology.
Training supervisor ANMAMIKA CHOPRA
Submitted by Ajit Kumar
Enroll. Id -048820189
INDRAPRASTHA INSTITIUTE OF TECNOLOGY AND MANAGEMENT
THIS PROJECT IS SUBMITTED TO INSTITIUTE OF INFORMATION TECNOLOGY ANDMANAGEMENT AS SUMMER TRAINING PROJECT FOR BACHELOR OF BUSINESS ADMINISTRATION (B.B.A.) 2004-2007”
HERO and HOND first come together for a possible joint venture to inter the automobile market in 1948. It was clear from the outset that both companies shared similar values and beliefs and a strong relationship quickly formed. It has also been established itself as the world’s largest manufacturer of the motorcycles, commanding 25% of the motorcycle market and nearly 50% of the Japanese market.
Finally. 4 . my hearty thanks to my parents and friends for their moral support. I take this opportunity to express my profound gratitude to Mrs. Shilu (project incharge) whose support and suggestions were immense in enabling the successful completion of this project.ACKNOWLEDGEMENT My first and foremost thanks to God Almighty ho helped me to complete my project work. suggestions and encouragement.
S. COMPANY PROFILE 4.O. PRICE 8. INTRODUCTION 2. PLACE 9.TABLE OF CONTENTS 1. OBJECTIVES 3.BIBLIOGRAPHY 5 .T ANALYSIS 11. PROMOTION 10. RESEARCH METHODOLOGY 5. MARKETING STRATEGIES 6.W. CONCLUSIONS 13. RECOMMENDATIONS 12. PRODUCT 7. LIMITATION 12.
Today Honda is acknowledged as the undisputed leader in the motorcycle technology.) Honda motor company has 83 overseas production facilities in 35 countries looked after by 93000 strong force. Honda has become the large Japanese industrial concern among those companies incorporated after World War II. the Honda name is guarantee of the technological and the manufacturing excellence of any product. In 1995 its 6 . It has also been established itself as the world’s largest manufacturer of the motorcycles.1. commanding 25% of the motorcycle market and nearly 50% of the Japanese market.INTRODUCTION The Honda motor company was incorporated in 1948. Since its inception. generators and Outboard motors. Honda other areas of product excellence include Automobiles and Power products (Lawn Movers. Recognized the world over as a pioneer.
The plant layout is so designed as to ensure maximum movement of men and material. The factory building itself is refreshingly different. Hero Honda management has realized this need and have made a conscious effort to create unique work culture in the 7 . Hero Honda Motors Ltd. Engine assembly. Maximum attention is paid to the employee’s convenience and mobility. The emphasis on quality is apparent in the clean and congenial working environment in which the employees can put in their best. Weld shop. As the modern and technology in the world would come to naught without the corresponding development of the human values and attributes.consolidated sales amounted over Rs. Frame assembly and final inspection. amidst clean industrial surroundings with wide-open green areas and lawns. Unit II is located at 37th km stone from Delhi on DelhiJaipur highway at Gurgaon (Harayana). Advanced integrated technology can be seen at work in every operation be it Press shop. Another highlight is the efficient water treatment plant. 140000 crores. An outstanding feature is the most sophisticated and advanced Engine Plant for the manufacture of the engine components. After treatment the water is pumped into artificial lakes used for horticulture.
company. feedback has flowed back and forth seamlessly through a unique CRM program – the Hero Honda passport program that now has over 2. The Hero Group's deep domain knowledge of the Indian market and its supplier network has meshed with Honda's mastery over four-stroke engine technology to create modern and fuel-efficient machines at affordable prices for India 's 250-300 million strong middle class. testing and harmonization. the 1990s and now in the 2000s. What makes Hero Honda well. This emphasis has helped Hero Honda build products that are ahead of their time. The culture has evolved through a unique synthesis of the Indian and Japanese styles of management. Over the years. is synergy. Hero Honda was also one of India’s first automotive companies to get close to the customer. Hero Honda. a fullyequipped R&D center has consistently created best practices in designing. The two partners. Hero Honda has relied on 3 R's-. have been able to consistently draw on each other's strengths. Progressively through the 1980s.5 million members on its roster. 8 .Reach. Using feedback from the market. besides placing strong emphasis on road safety and ride quality. Research and Reliability as its basic building blocks. leaders in their respective domains.
The program has not only helped Hero Honda understand its customers and deliver value at different price points. the chairman. our goal is not only to sell you a bike. AN ENVIRONMENTALLY AND SOCIALLY. Hero Honda motors succinctly puts it. Hero Honda takes a stand as a socially responsible enterprise respectful of its environment and respectful of the important issues. Hero Honda is powering its way through a market that is still to unleash its true potential . The best is yet to come. but also to help you every step of the way in making your world a better place to live in. as barely two percent of the population has been penetrated so far! It is not surprising that the company is in no mood to take its hand off the throttle. AWARE COMPANY At Hero Honda. Besides its will to provide a high-quality service to all of its customers. As Brijmohan lall munjal. We will do all it takes to reach there”. and its our responsibility now to take the industry to the next level. “we pioneered India’s motorcycle industry. Hero Honda has been strongly committed not only to environmental 9 . but has also created a loyal community of brand ambassadors.
"We must do something for the community from whose land we generate our wealth.conservation inseparable programmes balance but also the expresses economic the increasingly and the between concerns environmental and social issues faced by a business.Brijmohan Lall Munjal. 10 ." A famous quote from our Worth Chairman Mr. A business must not grow at the expense of mankind and man's future but rather must serve mankind.
000 vehicles during F. In the future too the company has indicated to invest in capital equipment and regularly introduced new models. With customers having become more discerning in terms of features and aesthetics. their preference has shifted towards bikes.000 vehicles to 350. Capacity at Dharuhera plant in Haryana has also been expanded from 300. 11 .000 vehicles pa in FY97. The future outlook for the motorcycles segment looks positive with it capturing a larger share of the cake from scooters.Y. With adequate manufacturing capacities and a leading world player as its partner. the company commissioned a new plant at Gurgaon. with a capacity of 150. 98. With demand for motorcycles on the upward curve.Expansion plans and future outlook Earlier. HHML has faced capacity constraints and lost significant market share to competitors during FY95 and FY96. HHML is well be intended entry of Honda in the two-wheeler market two year hence.
HERO HONDA REGISTERS 23% GROWTH IN JUNE ‘06 Records a growth of 21% sales in Q1 of 2006-07 Hero Honda. performance and price aspiration of its customers.1’ two-wheeler company. At the same time maintain the highest standards of ethics and social responsibilities. continues to strengthen its leadership in the Indian two-wheeler industry. system and human resources. This mission is what drives Hero Honda to new heights in excellence and helps the organization forge a unique and mutually beneficial relationship with all its stake holders.HERO HONDA’S MISSION Hero Honda’s mission is to strive for synergy between technology. the ‘World no. to produce product and services that meet the quality. registering impressive growth in sales in the first quarter of the FY 12 .
SALES PERFORMANCE Total Sales Jan ‘06 249450 Jan ‘07 297554 13 FY 05-06 2477744 FY 06-07 2778326 . offers the most comfortable drive and the lowest emission. The new technology eliminates rhe need for a carburetor.29% compared to the same period last year. During the month. During the corresponding period last financial year.26% as against 226073 units in June last year.692 units. in addition to host of other features.32. which is now available for the first time to Indian two wheeler riders.India’s first Fuel Injection motorcycle.2006-07. For the quarter ending June 2006. Hero Honda launched Glamour F1. the company sold 278660 units registering an impressive growth of 23. In June 2006. the company had recorded sales of 606494 units in the first quarter ending june2005. the company achieved cumulative sales of 8. recording a growth of 21.
Social Contributions: Hero Honda. Also there are dedicated vendors like Rico Auto.Ancillaries HHML has a strong network of ancillaries comprising inter alias. In line with Honda philosophy. generate employment and can profit basic amenities in the rural areas. Materials cost is relatively high and overheads are lower. This allows greater flexibility in production planning. believe in a wholesome approach towards development in a large agrarian economy like India. and Munjal Showa. HHML source most of its component requirement from third party vendors. HHML has indigenous more than 95% of its components. by assimilating our rural sub systems to the main steam of development. a number of Munjal group companies such as Munjal Castings. By doing so we can rural income. In the process of procuring the ISO 14001 14 .
includes the training of 400 employees and codification of guidelines for the control of wastage of resources. Hero Honda Motors participated in SAARC & CII Trade Fair’s.certification the company has implemented the environment management program which. Chile & Costal Rica were added as new product & service markets. During the Year under review Guatemala. mopeds. The response of the product shown in the fairs was very encouraging & the company expects to clock higher exports sales during the current Financial Year. Hero Cycles Ltd. HERO GROUP OF COMPANIES: Their operations cover spectrum of consumer and industrial application including motorcycles. automotive components and industrial supplies. In each of these areas Hero is a pioneer and a leader. is in the Guineas Book of World Records as the world’s largest bicycle manufacturer. EXPORTS In continuation of its pursuit to increase its Export Base. inter alia. The tree plantation plan of the company continues with the same vigor. 15 .
are among the most popular mopeds in the country. supplier of the stock industries: brand leader in shafts and hubs. makes Hero-PUNCH: the most advanced light motorcycle.: Indian’s most advanced bicycle manufacturing unit. Yet the formula for success is unchanged –A drive for quality and economy. Modern technologies for systems have transformed the profile of HERO. A commitment to ancillary development and uncompromising attention to the common man’s need 16 .Hero Motors Ltd. Other companies in the HERO galaxy are Gujrat Cycles Ltd. PANTHER and ANKUR produced by majestic auto Ltd. Hero-PACER.E. Munjal Showa Ltd.: Major O. Highway Cycle industries: manufacturing free wheels and Sunbeam Castings: making precision non-ferrous castings.
Steel & Aluminium Hubs. Japan Established in 1978 Ludhiana Product : mopeds & fitness equipment BUSINESS ROCKMAN CYCLE INDUSTRIES LIMITED HIGHWAY CYCLE INDUSTRIES LIMITED Established in 1971 Ludhiana Product: Freeweheels & Special Machine Tools Bicycle and Established in Auto 1960 Ludhiana Components Product :Automotive & Bicycle Chains. Ltd. Japan 17 . austria product: scooters.. Established in 1985 Gurgaon Product : Stock Absorbers Collaborator: Showa Manufacturing Co.HERO GROUP BUSINESS HERO CYCLES HERO CYCLES GUJARAT LIMITED LIMITED (UNIT CYCLES II) LIMITED Established in 1956 in Ludhiana Product : Bicycles Established 1988 Sahibabad Product: Bicycles in Established in in 1988 in Baroda Product : Bicycles Bicycles BUSINESS HERO HONDA MAJESTIC MOTORS LIMITED AUTO LIMITED HERO MOTORS (A DIVISION OF MAJESTIC AUTO LIMITED) Established in 1988 Ghaziabad Product : mini motorcycles Collaborator: steyr daimler punch. collaborators: Malguti. MUNJAL SHOWA LIMITED Auto-Two Wheelers Established in 1983 New Delhi Product: motorcycles collaborator: Honda motor co. Italy.
SUNBEAM CASTINGS Established in 1987 Gurgaon Product : Nonferrous Castings HERO CORPORATE SERVICES Established in 1995 New Delhi Product: Corporate Service in Finance, HDR, IT & Strategic Planning
HERO CYCLESCOLD ROLLING DIVISION Established in 1990 Ludhiana Product : Cold Rolled Steel Sheets and Coils MANJAL SALES CORPORATION Established in 1975 Ludhiana Product: Sole Selling Agents of Bicycles and Bicycles Parts for India.
and Established in 1981 Ludhiana Product : Nonferrous Castings HERO EXPORTS
Established in 1993 Ludhiana Product : International Trading Company dealing in Commodoties & Engineering Items
The corporate objectives of the company are: 1. To supplies the products of highest quality at the reasonable price for customer’s satisfaction and for the benefits of the society in general. 2. To provide concerned person with happiness in associated with the company. 3. To offer joy to vendors supplying the components. 4. To offer joy to dealers of selling the products.
3.COMPANY PROFILE – HERO HONDA MOTORS LIMITED
Hero Honda Motors Limited was incorporated on 19th January 1984 as a result of a joint venture collaboration between the world’s largest manufacturer of Motorcycles “Honda Motor Company of Japan” and the world’s largest manufacturer of bicycles “Hero Group”. The Honda Motor Company of Japan and the Hero group both contribute an equal 26% share in the equity, with the rest being with the public. Hero Honda is today the largest 100-cc motorcycle selling company in the Indian market. Hero Honda motorcycles have become synonymous with economy and set standards in the Indian twowheeler market for their fuel efficiency, low emission levels and better quality. All this along with the fact that the company’s products are designed for the Indian market and driving conditions gives it a distinct competitive edge. Hero Honda Motors Limited launched its first motorbike “Hero Honda CD 100” in May 1985. After the launch of the first motorbike, it introduced the “Hero Honda CD 100 SS”, the “Street Smart”, “Hero
a trust to work exclusively in the area of socio cultural and educational developments. to provide lease finance to its customers. The company has 220 automated workshops in India. Hero Honda promoted a companyHero Honda Finlease. The company has 360 dealers in India.Honda Splendor” and the “Hero Honda CBZ”. Hero Honda has acquired around 43% market share in the Indian motorcycle market. Hero Honda was awarded the “Best Productivity” performance award by the National Productivity Council for the Automobile industry for the year 1990-91. also established the Raman Kant Foundation. It operates a mobile dispensary van in the service of those living within 10Kilometer radius from its plant. The company apart from being the market leader in the Indian motorcycle market also fulfills its obligation to the society. motorcycles in the Indian market. Hero Honda also conducts eye-camps each year also cataract operations on a charitable basis. The company has. The company has a wide network of dealers and service points with emphasis on customer care and service. The company also received the Economic Times “Harvard Business School Association of India” award against 200 strong contenders. which has introduced automated workshops at all major dealership showrooms. Hero Honda is the only Twowheeler Company. In 1990-91. 21 .
In this final project the topic is related to the Marketing Research and analysis. The study of my research is descriptive and is related to the motorcycle industry. Develop Research design 4. Define Research problem clearly 2. This is the topic.4. which falls under market 22 . Collect Data 5.RESEARCH METHODOLOGY Research Methodology is a way to systematically solve the research problems. Analysis of Data 6. Following steps have to be taken to obtain a correct result. Formulate Hypothesis 3. 1. Interpret and Report These steps were not fully followed in this study as the research was not numerically inclined and was not based on primary data.
Newspaper cuttings. competition. Look into the Motorcycle market. 2. Internet sites. it's structure and Status. the data was collected primarily through secondary source. some dealers and showrooms were informally visited. Data Source All the information were primarily collected through Business Magazines. METHODOLOGY USED 1. 3. 23 . strategies and other policies of motorcycle Industry. because the study required an in depth.leadership. Data collection Method The basis of this project is the information collected through Secondary data. As my study was more focused on the strategic position of the key players in the industry. and some information was collected through an unstructured interview. Research Design - The project was designed to be a Descriptive Research. In order to get the view of those related in this market. Though some dealers and showrooms were informally visited.
Japan Tel: 3-3423-111 Telex: J22678 HONDAMATR Fax: 3-3423-2442 24 . 60 Kms.83.) 6144121 Fax:6143321. Stone Jaipur Highway Delhi-Jaipur Highway Dharuhere-122100 Gurgaon-122001 Dist. Rewari Haryana (Haryana) Tel: 01283.360 sq.200 sq.Fax: 0124-37314142399 42 54 Kms. Tokyo – 107. Gram: HONDABIKE DHARUHERA PLANT GURGAON PLANT 69th Km.1 –1. OVERVIEW GENERAL INFORMATION Registered and Corporate Office : 34. Minato – Ku. It is an attempt to put forward my study in easy and simple language. Vasant Vihar. 2 Chome Minami – aoyama.200 sq. No.The structure of this research was decided while keeping readers in mind. 18. Works : Distance of Work International Airpot Head Office Area Total Covered Technical & Financial Collaborators : : : : : 2. Ltd.000 sq. 22 Kms.07% Honda Motors Co. Community Centre Basant Lok. 61.37TH Km. 2.Tel:0124-372129-29 42131-35 Fax: 0128. New Delhi-110057 Tel:6142451 (9 lines. 24.7& 51. mts. Stone Delhi. mts. mts. 28 Kms.48. 614321.
g. experience and analytical ability. Thus marketing is interesting. The marketing manger must decide which strategy or combination of methods he should adopt for increasing his sales profitably. as it required the marketing manger to be dynamic and not complacent for continuous prosperity of his organization. He must also keep in touch with the changing needs and desires of the consuming public as well as his competitors’ activities. The solving of marketing problems required insight. by finding new customers or selling more to existing customers. Take the case of a company faced with the problem of increasing its sales.MARKETING STRATEGIES MARKETING Marketing is challenging and exciting. Increase in the sales at the expense of profits may not be a desirable objective. e. by increasing advertising and by reducing the price.5. Again there are many ways in which sales can be increased. 25 .
Thus was expanded by Prof. For example. ♦ Consumer attitudes and motivations. Malcolm McNair to “the creation and delivery of a standard of living. 26 .THE MARKETING FUNCTION However the meaning of marketing is not often clear to people who use the word. “Marketing is the primary management function which organizes and directs the aggregate of business activities involved in converting customer purchasing power into effective demand for a specific product or service and in moving the product or service to the final consumer or user so as to achieve the company-set or other objectives”. ♦ Relation of supplies and price to demand. ♦ Types of competition. Paul Mazur defined it as “the delivery of a standard of living of society”. High-sounding definitions have also been advanced. (A)RELEVANT MARKETING FORCES ♦ Consumer habits. To a salesman it means selling whereas to an advertising manger it means advertising. ♦ Trade attitudes and motivation. ♦ Trade structures and practices.
♦ Trends of competitive behavior. which are applicable. Government controls.Position and share of the market. 27 .
It may also be intangible such as provision of a service like training or education etc. design. features. variety. 28 . The number of product lines carried by a firm at a given point in time is a function of its resources and competitive position. branding etc. which includes product quality.6.PRODUCT A Product is something of value that is offered for sale or hire with the aim of satisfying customer needs. Many products may have tangible as well as intangible attributes. A product may be a tangible offer to the market. It is a bundle of satisfaction that the customer buys. For example Daewoo Cielo car is the tangible product and after sale services and mobile repair anywhere is an intangible service. Product Line A product line refers to a group of product clubbed together because they have one of the above-described characteristics in common.
etc) offered in each product line. colours. packaging. technology and production techniques. Product Depth This refers to the numbers of product items and their variations (like size. in particular in the minds of your target group(s) of consumers. distribution channel etc. POSITIONING OF THE PRODUCT Positioning concerns what is in the minds of consumers.Product Width This refers to the number of different product lines marketed by a firm. The ideal product mix is an issue that varies from firm to firm and may be hard to define and come by. 29 . Product Consistency This is the degree of similarity between product line in end use. It is what the consumers think of the product or the firm or their perception of the product offerings of a firm.
and the brand occupy in the minds of particular group of consumers. Types of brand names One name Umbrella corporate Name Family Umbrella Names Many different names Range Names Separate individual brand Names 30 . the attributes they associate with your product. symbol. and they have concerning the product. BRANDING A brand is a name. or a combination of them. the product. Positioning is something that goes on in the consumers mind. Branding is a way of labeling your particular product offering to distinguish it from other competitor’s product offering. or design. intended to identify the goods or services of one seller or group of sellers and to differentiate them form those of competitors.It is about the position your firm. term sign.
) Hero Honda has launched the following motorbikes in the Indian market. Hero Honda CD 100 Hero Honda CD 100 SS Honda Sleek Hero Honda Splendor Hero Honda Street Smart Hero Honda CBZ Hero Honda joy Hero Honda passion Hero Honda Ambition Hero Honda Karizma Hero Honda Dawn A brief description of these bikes is as follows: 31 .PRODUCT DESCRIPTON (HERO HONDA LTD.
CD 100 is available in four colours 32 . easy to ride bike. with illuminated speedometer with a colour. The bike is economical and easy to maintain with optimal oil circulation of 50ml. CD 100 is an improved. fuel-efficient. for every 1000 kilometers. spark plug and no silence to worry about.PRODUCT AND SERVICES HERO HONDA CD 100 CD 100 The original “Fill it. It gives the maximum speed of SO kilometer per hour.2 hp at 8000. The CD100 4-stroke engine is derived from Honda’s tough economic series range of engine. It has an electronic ignition and it weighs at 107 kg (kerb weight). Hence no possibilities of carbon deposits on piston rings. It is an economical and reliable bike. 37000(ex-showroom Delhi) and at Rs 36000 (ex showroom Mumbai. year after year.rpm engine. Shut it. which makes it.2 cc. The bike is priced at Rs. It has separate oil circulation in the engine. which has the ability to go on and on. 7. The bike has a 97.marked “economy zone” indicating cruising range. CD 100 comes in a four speed constant mesh – all foot shift gears. Forget it” bike is India’s first 4stroke bike and is still the India’s foremost.
to soak up bumps on unkind roads. constant mesh. 7. The CD 100SS has a fuel tank capacity of 10.000 33 . while continuing to enjoy the legendary fuel economy.000(ex-showroom Delhi) and at Rs. CD 100SS is priced at Rs. to protect and engine from the assault of sand. HERO HONDA CD 100 SS The CD 100 SS is a bike that is meant to take on the toughest riding condition. Amazing Blue metallic and sierra green metallic).1 liters (including 2.2 hp at 8000 rpm. The bike comes with a transmission of 4-speed. The bike has large reinforced shock absorbers.8 liters reserve). CD 100 SS also has an engine guard. It has a large ground clearance of 165 mm and it weights at 112kg(kerb weight). The CD 100 SS has wider tyres.2 cc. The bike has a 97. The CD 100 SS adds a new dimension of strength to Hero Honda’s world famous four-stroke technology. therefore giving it improved performance. 39. Black. to protect the bike and to give the ride more comfort. all feat shift gear and it has an electronic ignition. mud and stones.candy Ruby red. 37. The bike confirms to the year 2000 Euro emission norms. to grip the road in any condition giving it improved cornering stability and safety.
100cc-driving machine.4 liters reserve). And It has a dry weight of 100 Kilograms. The Sleek has a maximum power of 7. The Sleek has a fuel tank capacity of 10.3 liters (including 1. Amazing Blue Metallic. The bike is available in the following colours (Candy Ruby Red. all foot shift gears.2 CC1. 4-stroke. HERO HONDA SLEEK Hero Honda Sleek is a 97. air-cooled bike. The bike has a ground clearance of 165 mm. HERO HONDA SPLENDOR Hero Honda Splendor the world’s largest selling motorbike is a 4stroke. It has smashing good looks and gives excellent performance.0 hp2 @ 8000 rpm and it gives a maximum speed of 85 Kilometers per hour. single cylinder. The bike has a Multi-plate wet clutch and it comes with a transmission of 4-speed constant mesh. It has a Backbone frame type. that comes with a Electronic Ignition. The bike’s new engine gives unprecedented 34 .(ex-showroom Mumbai). Sierra Green Metallic and Classy Maroon Metallic). Black.
The Splendor is available in the following colours (Black. HERO HONDA STREET SMART Hero Honda Street Smart is a 4-stroke. 100cc bike. It has an Electronic Ignition and it weight at 90 Kilograms (Kerb weight). which delivers great pick-up.5 Ps at 8000 rpm and it gives a maximum speed of 85 kilometer per hour.000 (exshowroom Delhi) and at RS 39. and the bike is reasonably priced.000 (ex-showroom Mumbai). Hero Honda Splendor is priced at approximately RS 41.fuel efficiency. Blaze Blue silver Metallic. Splendor comes with a transmission of 4-speed Constant Mesh all foot shift gears. Splendor is a bike that met the pollution control standards of 1990’s. Splendor has very good suspension. The bike has a wheelbase of 1230 mm and a ground clearance of 159 mm. which works so well. The bike has a maximum power of 7. Sierra Green Metallic and Hi Cranite Blue Metallic). Candy Ruby Red. The Splendor has a tabular double crable type frame. The Street Smart comes with trendy front shield. which makes it more sturdier safer and 35 . It has a well-cushioned Long-slung seat that helps the rider to rest and ride at the same time. that one may never be able to find out what happens between the tyres and the bumpy roads. The Splendor conforms to the year 2000 Euro emission norms.
8 Ps power. Sierra Green Metallic and Purple Metallic).8 CC engine which generates 12. The CBZ also has the widest 36 . Black. The bike has Rotary gears and Auto-Clutch. lunch boxes etc. Street Smart has a wheelbase of 1205 mm. which makes it easy to start. It is available in the following colours (Candy Ruby Red. which makes it amazingly maneuverable. It has a ground clearance of 133mm and it comes with a transmission 4-speed constant Mesh all feat shift gears. It’s a sheer convenience for riding. which makes it easy to carry bags. The Street Smart has Electronic ignition and a background tubular type Frame.000 (ex-showroom Delhi) and Rs 36. HERO HONDA CBZ Hero Honda CBZ is a bike that is equipped with five gears and 156. It has a storage box. which helps to reduce load on the battery and enhances its life.000 (ex-showroom Mumbai). The bike also comes in a self-start model. The bike reaches from 0 to 60 kilometers per hour in just 5 seconds effortlessly touches the top speed of 100 kilometers per hour. Hero Honda Street Smart is priced at approximately Rs 32.smarter. The Street Smart also has an automatic decompression.
000. pollution control feature so advance. The CBZ also has the Transient Power Fuel Control (TPFC) system which helps in giving the bike quick acceleration. with a unique tread pattern that is not available on any Indian motorcycle.rear tyre. which enhances its braking performance. Candy Sparkling silver and Candy Blazing Red). The bike is available in the following colours (Black. The bike also incorporated the zero crank case evaporative emission. which ensures that the ride is smooth and easy. It also has a large 130-mm drum brakes. The CBZ also has a multi-lever lockable seat which provides storage space and doubles as an anti theft mechanism for GDI unit RR unit and the battery. and also has an option of front disc brakes. It also has the dynamic vibration dampers incorporated in the handlebar. Tasmania Green. The Hero Honda CBZ is priced at approximately RS 57. Tahitian Blue. The bike also has the trip meter. The unique trapezoidal headlights gives CBZ a stylish look and helps the Rider to see clearly in the darkest to nights. which measures the distance traveled in a trip. 37 . The air injection system in the CBZ injects fresh air in to the exhaust part. that it is seen for the first time in India.
00 x 18 – 3/6 PR Roller Chain 12 V. has designed & introduced a bike truly for the youth of the new century. Truly going by the traditions of its Corporate Image … Leading The Way.HERO HONDA PASSION Engine Displacement Maximum Power Gear Box Clutch Max. HERO HONDA Motors Ltd.2cc 7.5 Ps at 8000 rpm 4 Speed constant mesh Multi-plate wet type 85 kmph Tubular double cradle Telescopic Hydraulic fork Swing Arm with 5 step adjustable hydraulic damper 2. has ever made.5 AH Electronic CDI Kick Starter 1235 mm 159 mm 1980 mm 720 mm 1060 mm 116 mm 12.8 litres (Reserve 1. single cylinder air cooled OHC 97.75 x 18 x 4 PR 3.2. It’s a feast for your eyes… 38 . Speed Frame Suspension Tyre Size Final Drive Battery Ignition Starting Wheelbase Ground clearance Length Width Height Kerb weight Fuel Tank Capacity Front Rear Front Rear 4-stroke.1 ltrs) SPECIAL PHYSICAL FEATURES OF NEW BORN …PASSION PASSION is one of the classiest looking bike HERO HONDA Motors Ltd.
FUEL TANK Newly designed knee grip fuel tank has a capacity of 12. MUDGUARD – FRONT PORTION Enhances safety for the rider. The headlight also has a position lamp. 39 . STORAGE KIT A large lockable storage space for imported items. It comes in handy* when you head light bulb is not working and can go a long way in providing that extra safety at night.1 litres.8 litres with a reserve of 1.SOME OF THE PHYSICAL FEATURES THAT ARE DESIGNED IN BIKE …PASSION HEAD LIGHT Trapezoidal head light with a multi-reflector lens in a well-designed visor gives the motorcycle a stylish look.
The seat is lockable – tool kit and important papers are safe under it. 40 . A helmet holder is also provided. 97. single Cradle Tubular Frame’. The matching graphics gels very well with the overall sporty look of the motorcycle. BACKLIGHT A new design taillight with multi reflector makes PASSON the first two-wheeler to use multi reflectors. SEAT A wide and comfortable seat makes for tireless riding. THE ENGINE 4-stroke.2 cc. THE SIDE COWLING The integrated side cowl gives a stylish look to the motorcycle. SHOCKERS The rear shocker can be adjusted according to the terrain and the ride is as comfortable on a village road as on a city highway.
HERO HONDA AMBITION This 133cc engine gives you the lead. HERO HONDA KARIZMA The Karizma features a 223cc. A mileage of 79 kmpl"makes sure you stay on the road. Ensured through AMIAdvanced Microprocessor Ignition system. A superbly shaped 12.5-litre capacity fuel tank. and is topped with a Regal Crest. And the Regal Crest styling makes you feel kingly. Distinctive styling and Mag alloy wheels make this bike stand out before it races away from the pack. 41 . Digital ignition and a constant vacuum carburetor facilitate better control of ignition timing. along with mileage that ensures you comfortably cross many milestones! The styling has a touch of royalty. It's time to move up in life. there's no looking back The 133cc engine with an 11 bhp thrust. With Ambition.8 seconds. 17PS power pack that accelerates you from 0-60 in 3.
the true-value 4 strokes. HERO HONDA CD DAWN Presenting CD Dawn. 100cc motorcycle from Hero Honda.220/.Value Nayae Zamane Ki 42 . This and other features . DOUBLY STRONG TUBULAR FRAME Its double tubular-cradle frame by imparting extra stability to the motorcycle ensures an exceptionally stable ride.Priced at Rs. A motorcycle that encompasses the legendary Hero Honda values of fuel-efficiency. 89. is what makes the new Hero Honda CD Dawn .like the legendary Hero Honda mileage. the first-of-its-kind 2-year warranty in the category and a price that will make you smile.on road Mumbai the Karizma is available in seven attractive shades. economy and rock-solid dependability TOUGH TRACK SUSPENSION The CD Dawn comes with a unique suspension that smoothens and absorbs bumps on unkind roads and provides you with continuous riding comfort.
stylish and sophisticated. The company has also upgraded some of its bikes to stay in contention and to meet Euro emission norms. which are as follows: Street Smart: Hero Honda introduced its Street Smart in 1997. This was done to cater 43 . more powerful.PRODUCT STRATEGY Hero Honda shifted its focus from catering to the fuel efficient conscious consumer to try and occupy other segments of the motorbike market and therefore the new product launches from Hero Honda in the last three year have been in this direction. The bike was built in such a way that it resembled more like a scooter. The company who were more inclined towards the scooters and who thought that the scooters were more safer than the 1) thus Hero Honda decided to launch the Street Smart. The new underlining theme for the company “One for everyone” has led to the launching of new products. trendy. but actually it is a motorbike i.e. than a motorcycle. The bike was launched as a result of the changing trends amongst the Indian customers from fuel-efficient bikes that were heavier. it is a “hybrid” 2) CBZ: Hero Honda introduced the CBZ in 1999.
Hero Honda’s strategy is to get into those segments of the motorcycle market where they have not made inroads earlier.to those customers who wanted to buy motorbikes for fun. With the launch of these two motorbikes and various other motorbikes in the pipeline. CBZ was also launched to acquire the market share from the heavy motorbike segments. whenever there is an increase in inputs. thrill and great driving experience rather than being cost conscious. as the company did not have any heavy motorbike. 44 . They have neither taken the root of doing heavy discounting nor have they tried to occupy the premium position. It was the first time that Hero Honda had made a shift from 100 cc bikes to a 156cc bike. The company keeps on making changes in the pricing of the bikes. Hero Honda continues to have the strategy of parity pricing. However with the launch of CBZ the company is gradually getting into the area of premium positioning.
PRICE Price is one of the important elements of the marketing mix. the other generate costs. price represents quantity of money received by the firm or seller. but lately. it has come to occupy the center-stage in marketing wars.7. To a customer. Price is the amount of value a product a masses in the market. The amount of money that customers have to pay for the product is called price. 45 . To a manufacturer. it represents sacrifice and hence his perception of the value of the product. Every firm has different Pricing objectives. Pricing is the only elements in marketing mix that creates revenue. b) Maximize current profits and return on investment c) Balance price over product line d) Maximize sales growth. A firm can choose from the following a) Survival in a competitive market.
00 45.770.00 46.00 50.500.820.814.00 45.00 46.514.00 52.00 48.461.00 48.00 44.00 48.469.PRICING STRATEGY OF HERO HONDA Hero Honda continues to have the strategy of parity pricing.00 45.512.612.663.367.00 49.283.530.413.513.973.400.The company keeps of making changes in the pricing of the bikes .00 43.00 City Bangalore Calcutta Chennai Delhi Mumbai Pune 46 .00 51.865.857. with the launch of CBZ the company is gradually getting into the area of premium positioning .00 49.066.806. However. They have neither taken the root of doing heavy discounting nor have they tried to occupy the premium position. Showroom On Road Price Price 43.00 47.870. Showroom On Road Price Price 46.whenever there is increase in inputs City Bangalore Calcutta Chennai Delhi Mumbai Pune Ambition ( Drum & Kick ) Prices (in Rupees) Ex.343.00 51.00 47.00 48.00 48.00 52.00 49.00 Ambition ( Disc & Kick ) Prices (in Rupees) Ex.873.
705 63.799 56.281 41.698.00 52.00 52.004.912.948 45.767.811.00 57.034. Showroom On Road Price Price 51.275.474.340.00 CBZ Prices (in Rupees) Ex.080 43. Showroom On Road Price Price 51.120.667.192.739 45. Showroom On Road Price Price 40.73 54.964.666.00 53.657 City Bangalore Calcutta Chennai Delhi Mumbai Pune SPLENDOR Prices (in Rupees) Ex.550 41.300.00 55.00 56.213 51.74 55.314.00 52.00 57.993.331 41.City Bangalore Calcutta Chennai Delhi Mumbai Pune City Bangalore Calcutta Chennai Delhi Mumbai Pune Ambition ( Disc & SelfStart ) Prices (in Rupees) Ex.260.71 53.310 41.00 56.612 44.579.09 56.74 58.763 40.939.00 51.00 58.00 54.322 44.73 57.122 47 .00 53.831 45.
664.198 48 .003.127 43.762 City Bangalore Calcutta Chennai Delhi Mumbai Pune City Bangalore Calcutta Chennai Delhi Mumbai Pune PASSION PLUS Prices (in Rupees) Ex.023.027 37.26 39.76 38420.City Bangalore Calcutta Chennai Delhi Mumbai Pune CD100 SS Prices (in Rupees) Ex.403 42.05 39. Showroom On Road Price Price 36.68 39.722 41.797 37.68 40.920 42.232 46.05 38.732 46.26 41.915.816 47.932.88 40.898 46.00 41.494.91 42.857 41.950.885 44.574 45.530.375.507. Showroom On Road Price Price 38.549 42.231 40.709 42.00 37.199.54 39.295 CD100 Prices (in Rupees) Ex.00 42.00 38. Showroom On Road Price Price 41.80 37.76 40.992 42.800.410.896.155.
223 45.666 SPLENDOR+ DISC Prices (in Rupees) Ex.579 42.482 46.150 45.447 44.311 45.818 41.950 46.328 40.500 41.076 49.111 46.043 47.321 40.175 45. Showroom On Road Price Price 43. Showroom On Road Price Price 44.494 49. Showroom On Road Price Price 40.856 48.749 49.290 43.City Bangalore Calcutta Chennai Delhi Mumbai Pune PASSION PLUS DISC Prices (in Rupees) Ex.822 44.853 49.237 45.200 43.351 46.653 43.365 49.541 50.516 City Bangalore Calcutta Chennai Delhi Mumbai Pune 49 .001 43.592 44.212 48.882 44.788 42.444 47.048 City Bangalore Calcutta Chennai Delhi Mumbai Pune SPLENDOR+ DRUM Prices (in Rupees) Ex.
City Bangalore Calcutta Chennai Delhi Mumbai Pune CD DAWN Prices* (in Rupees) Ex.00 33.00 34.944. 1001/- 50 .00 31.147.880. Showroom On Road Price Price 31.379.00 *This price includes the Celebration discount of Rs.800.899.00 33.00 32.999.00 35.00 30.00 30.00 33.065.00 35.899.899.00 31.213.899.
Transport. There are three broad decision areas in distribution. Locations. Assortments. 51 . etc. Coverage. wholesalers.8. Inventory. It also understands the various types of retailers. It involves the various activities a company undertakes to make the product accessible and available to the target customers. These are channel strategy. channel management and physical distribution. This is the distribution element of the marketing mix. and physical distribution.PLACE The place element of the marketing mix concerns decisions regarding how the company or firm makes their products available to the consumers. Place in broader term includes Channels.
Manufacturer Consumer A one level channel contains one selling intermediary such as a retailer. Manufacturer Distribution Wholesaler Retailer Consumer 52 . Manufacturer Agent/dealer/retailer Consumer A Two level channel contains two intermediaries Manufacturer Wholesaler /dealer/Retailer Consumer A Three level channel contains three intermediaries. Length of a channel The number of intermediary channels is used to designate the length of a channel. It consists of a manufacturer selling directly to the final customer.Channel Strategy A channel is a ‘pipeline’ through which the product is passed to get from the manufacturer to the end-user. A zero level channel (also called direct-marketing channel).
It is about the issues such as the reordering of stock by intermediaries. the training and support they provided and the activities and service that the firm requires from them in exchange.Channel management Channel management ensures that the firm manages there intermediaries so that they can get the best out of them. It is about the relationship that the firm has with their intermediaries. whether to use trucks or train to transport the products. 53 . whether it is better to have one factory and several dispersed warehouses factories from which the firm transports the finished goods direct to wholesalers and retailers. Physical Distribution Physical distribution concerns the logistics of getting your product from the factory floor to the end user. the margins they give them.
Hero Honda has made some regulations and its dealers are bound to fulfill specific requirements for their showroom and workshops in terms of area. The company has now divided its into three categories. The company has also started focusing on the rural marketing such as Agartala (Tripura). Authorized dealers Etc. A. The company has also increased the number of dealers from 350to 400. 54 . Tinsukia (Assam) and Bhagalpur (Bihar). Hero Honda distributes its products through Regional officer. Distribution Channels Hero Honda has very strong Distribution channel in India.CHANNEL OF DISTRIBUTION IN HERO HONDA Hero Honda continues to have the same policy of directly approaching the dealers. B and C depending upon the status of the town. However the company has made some changes in the dealership requirements.
Past record 5. Financial position to the distributors 2. 1.HERO HONDA IN INDIAN HAS 3500 AUTHORISED DEALER Criteria for selection of distributions. Goodwill 3. Experience 55 . Situation of show room 4.
PROMOTION Promotion concerns the message the firm sends out to potential consumers.9. although the absence of promotion might be that a good product is not successful. and differentiates the product and influences public behaviour. 56 . Promotion won’t make a bad product that no one wants a success. It creates awareness. PROMOTIONAL TOOLS or PROMOTION MIX 1) PERSONAL SELLING: It involves personal confrontation either by phone or face. Promotion includes all the activities or tools a company uses to communicate or promote its product in the market. It provides information and persuades people. It is an expensive and time-consuming tool of promoting the product. stimulates demand.
(A)Broadcast Media ♦ Television ♦ Radio ♦ Cinema (B)Print Media ♦ Newspapers ♦ Magazines ♦ Leaflets (C)Outdoor Media Posters and Billboards 57 . It is cost effective and can reach a large number of people.2) ADVERTISING: It is defined as a paid non-personal communication with a target (usually mass) market. There are various forms or mediums through which firms can advertise. It can also be used for long term or short term objectives.
which offers an extra value of incentive for the product. They maybe regarded as good or bad and is reflected in the company’s reputation and image. 5) SALES PROMOTION: It is direct inducement.3) PUBLIC RELATIONS AN PUBLLICITY: A public relation is an umbrella term and refers to the totality of the organization’s behavior with respect to the society in which it operates. ♦ Consumer’s sales promotion: These are sales promotions aimed at the end customer. ♦ Trade promotion: These campaigns are run for the trade (intermediaries who stock or push the product) to encourage them or stock or push the product. 58 . 4) SPONSORSHIP: Sponsorship can be seen as a part of public relations and it is certainly the case that some sponsorship goes on to generate positive publicity for the organization. It is directly related to sales and induces an immediate response from the consumers.
♦ Mail order. which uses one or more advertising media to affect a measurable response at any locations. Direct marketing includes: ♦ Direct mail ♦ Telemarketing ♦ Door to door selling ♦ Direct response advertising: ‘Phone now’ or ‘fill in the coupon’ ads. ♦ Home shopping of various types. 59 . Factors that guide a marketer’s decision in selecting a promotion mix: (A) Nature of product (B) Overall marketing strategy (C) Buyer readiness stage (D) Product life cycle stage.6) DIRECT MARKETING: It is an interactive system of marketing.
PROMOTION POLICY A. NEWSPAPER. HERO HONDA WITH THE HELP OF ICICI BANK PROVIDES LOAN TO THE CUTOMERS & ALSO PROVIDE EASY MONTHLY INSTALMENT SCHEME TO CUSTOMERS. MAGAZINES. HERO HONDA ALSO TAKE PART IN TRADE FAIR D. COMPANY GIVE ADVERTISEMENT IN DIFFERENT MEDIA VEHICLES TIME TO TIME. HERO HONDA ALSO ORGANISES FREE SERVICE CAMPS EVERY YEAR. HERO HONDA GIVES HUGE COMMISSION TO ITS DEALER 60 . E. LIKE IN TV. C. B. ETC.
S. They have attained a strong good will and popularity in the industry and the consumers. OPPORTUNITIES Hero Honda is the first manufacture to launch eco-friendly bikes with 4-stroke engines.W. 61 .T ANALYSIS STRENGTHS Hero Honda introduced first-stroke bike in the India market Hero Honda gives 80 km/litre. it has huge potential to retain existing consumers and develop new market share.10. Huge sale network (3500 Dealers) Better sale service WEAKNESSES Suppose to be very sophisticated Not fit for rural India. Therefore.O.
As Government policies are amended against pollution in metro cities. THREATS Main Threats for Hero Honda are their competitors like: • • • Bajaj Auto TVS-Suzuki Escorts Yamaha 62 . Hero Honda being 4-stroke bike manufacture have great opportunities to explore its new innovations and technologies.
4. company official were reluctant to give exact pricing policies followed by them. 63 . This project doesn’t give detailed and deep insight of the marketing strategies.LIMITATIONS 1. 6. the information losses its value in the current scenario. 7. Company officials are secretive and hesitant about divulging any information whatsoever amount spent on Advertisement and aspects related to Research and Development. Incase of Primary data. Personally contacting the managers of the company involved time and cost. sometimes it was difficult to contact or meet the Professional. 3.11. Being a very sensitive issue. 5. This project report gives only an idea. It was difficult to find information that exactly fitted the needs of the project at hand in case of secondary data or information is concerned. 2. This project report gives a bird’s view of the marketing strategies adopted by the company. Sometimes. due to their busy work schedule. Secondary data when collected was invaluable but due to passage of time and with many dynamic changes taking place in the markets. Professionals are unable to furnish some of the information due to confidentiality of the same.
CONCLUSIONS The study. the 64 .11. which I conducted on the “In-depth Analysis of Hero Honda Motors Ltd”. in the area of Marketing & Human Resource Management has been a very gratifying experience at the outset. Through out the study I found Hero Honda bikes are very new & use modern technology in their bikes. the objectives were to cover the whole marketing strategies and Human Resource policies adopted by HHML. Hero Honda also provides good after sale service to the customer. As a result they give better performance then other bikes in the market & required less maintenance. Hero Honda has managed to put in spectacular performance going from strength to strength despite increase in competition. The entire report has been effort to do just that.
Hero Honda has managed to achieve this because of its strong brand image and proven product quality underpinned the performance growth in recent years. passion & joys. At the lower. The CBZ the CBZ range is targeted. Which is really amazing for a company. the company has CD 100 and CD100 SS and at the middle level splendor. as the company has constantly managed to increase its market share and also increase its sales. which has been a market leader to maintain its strong position in the wake of growing competition from its competitors who have been trying to grab a strong share in the market by launching latest technology products. at the premium segment. Thus one may say that the marketing strategies adopted by Hero Honda have really paid-off. 65 .company’s sales have witnessed an up trend. Last three data show that demand of Hero Honda bikes increase & market trends indicated that in future more demand for Hero bikes expected. end. Apart from the strong brand “Splendor” the company’s presence across the spectrum of the motorcycle market helped it exploit the growing demand for 4-stroke motorcycles. registering an average growth of 42% in the three years under review.
R. It treats all its employees as the biggest asset of the company. policies are made to ensure that the best of talent. 66 .Hero Honda has been very understanding to its employees. receives the best of remuneration. Also the non-monetary incentives given to the employees are such as to maintain the motivation to a time high. Its innovative H. which the company employs. which the company employs. receives the best of talent.
. Hero Honda should keep a strict watch on competitions. The suggestions can be proved useful for the company as they have feasibility and viability. The company should work more on public relation. 67 . Rajdoot enjoy a great market share. These are shortcoming of every company. Hero Honda should go into the manufacture of 2 stroke bikes. But in my opinion 2 stroke bikes have a better pick-up. After completing my report on new Hero Honda motors Ltd. For instance Yamaha has introduced a 4-stroke bike “YBX” whose features are almost same as Splendors. therefore Hero Honda should target this upcoming market. The Recommendations are: Hero Honda Motors only manufacture a wide range of 4-stroke bike.RECOMMENDATIONS No matter how much on organization progresses it always lack something. So in order to letter to the need of a large segment of customers. So. who want a better pick-up bike. The company has always targeted urban sector of Indian population. But in the rural sector Escorts.13. I have some suggestions to offer.
sirindia.com o www.indianinfoline. News Papers • • The Economic Times.premjis.google.com o www.com Web Sites 68 . Principles of Marketing – Palmer Adrian Marketing Management – Ramaswamy V..indiatimes. C.com o www.com • Searching Sites – o www. The Times Of India.14.webcrawler.June 2006 Specific Sites – o www.com o www.BIBLIOGRAPHY Books • • • • Marketing Management – Kotler Philip Marketing – Ghandhi J.com o www.com o www.herohonda. S.yahoo. Magazines • • • Business World – June 2006 India Today.
Sujuki 69 ..Bajaj 3.. What are the parameters that you would consider before buying a bike? 1) Cost...... 2. Do you have bike? 1...Hero Honda 2. 2) Company... Which company do you prefer? 1....com SAMPLE QUESTIONNAIRE Profession...o www..Yes… 2... 5) Service....No………. 4) Looks.. 3.. Age………… 1...... 3) Mileage...askjeeves.Tvs 4.
In Hero Honda which bike do you like? 1.Hero Honda CD 100 3..Honda Splendor 5. 6. What do you think of Hero Honda as a company? a) Trustworthy brand b) Not so familiar with the company c) Did not have good dealing with Hero Honda 70 .4.Honda Sleek 4.Yes… 2.No……….Honda CBZ 6.Honda Passion 2. Do you satisfy with the service of Hero Honda? 1.Honad Karizma 5.
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