A

MARKETING RESEARCH REPORT ON

PROJECT TOPIC

CRAZE OF SCOOTY OF FEMALS

PREPARED BY CLASS ROLL NO COLLEGE ACADAMIC YEAR SEAT NO SUBMITTED TO GUIDED BY

: : : : : : : :

HITESH V. GEDIYA T.Y.B.B.A 59 R.P.BHALODIA COLLEGE 2009 10

SAURASHTRA UNIVERSITY MR. KULDEEP JOBANPUTRA

DECLARATION

ACKNOWLEDGEMENT

PREFACE

INDEX

Sr. no.
1 2 3 4 5 6 7 8 9

Particular
General Information Marketing Department Marketing Research Research Methodology Analytical Finding Questionnaire Suggestions Limitation of Study Bibliography

Pg. No.

FOR PHOTO OF GENERAL INFORMATION

Index of general information

History
TVS MOTOR COMPANY LTD is the holding company for the TVS Group of companies (TV Sundram Iyengar and Sons Limited) was founded by T.V.Sundram Iyengar in 1911. TVS MOTOR COMPANY LTD. is engaged in the manufacturing of almost all kinds of automotive components, two wheelers. TVS MOTORS COMPANY LTD is mainly situated in Padi, Tamil Nadu. It is the only automotive manufacturer in India to get the prestigious Deming Prize. This prize is given to organizations that have achieved distance performance improvement through the application of TQM in a designated year. In 1980 TVS Motors rolled out TVS 50, Indias first two-seater moped. Likewise the TVS champ and super Champ gave a reliable and sturdy two wheeler to public. These two wheelers together redefined the category of mopeds in India. TVS later left its collaboration with Suzuki Motors Corporation ,Japan and started to manufacture its own vehicles.

COMPANY PROFILE
Company : TVS Motor Compony Ltd.

Founded: Headquaters: Key people: Products: Revenue: Auditors: Registrar:

1911 by Shri. T V Sundaram Iyengar Jaylaxmi Estate, Haddows Road, Chennai, Tamilnadu, In India Mr. Venu Srinivasan Chairman Motorcycles, Mopeds , Ungeared scooters USD 2.2 billion (2006) Sundaram & Shrinivasan Sundaram Clayton Ltd.

Employees: Website:

4000 (2006) http://www.tvsmotor.in/

COMPANY POLICY
TVS belives that the success of any enterprise is built on the solid foundation of customer satisfaction. Continuous innovation and close customer interaction have enabled TVS to stay ahead of competiton. TVS delivers total customers satisfaction by anticipation customer need and presenting quality vehicles at right time and at the right price. The customer and his ever changing need is our continuous source of inspiration. TVS is committed to being a highly profitable, socially responsible, and leading manufacturer of high value for money, environmentally friendly, lifetime personal transportation products under the TVS brand, for customers predominantly in Asian markets and to provide fulfillment and prosperity for employees, dealers and suppliers.

10

11

ACHIVEMENTS OF THE COMPANY

Star of Asia Award
Mr. Venu Srinivasan, CMD TVS Motor Company by Business Week international.

The Deming Prize

TVS Motor Company is the only two-wheeler company in the world to be awarded the worlds most prestigious and coveted recognition in Total Quality Management.

Technology Award 2002

From Ministry of Science, Government of India for the successful commercialization of indigenous technology for TVS Victor.

Asian Network for Quality Award 2004

TVS Scooty Pep won the prestigious Outstanding Design Excellence Award from Business World and National Institute of Design.

Best Managed Company Award

From Business Today, one of indias leading business magazines.

12

ORGANISATION CHART
CHAIRMAN & M.D VENU SHRINIVASAN DIRECTORS GOPAL SHRINIVASAN T.K.BALAJI T.K.KANNAN N.GANGA C.R.DUA H.LAXMANAN T.R.PRASAD K.S.BAJPAI PRESIDENT K.N.RADHAKRISHNAN PRESIDENT FINANACE S.G.MURALI SECRETARY T.S. RAJAGOPALAN

13

PRODUCTS

BIKES
TVS Star city TVS Victor TVS Flame TVS Apache TVS Apache RTR

SCOOTERETTES TVS Scooty Teenz TVS Scooty Pep TVS Scooty Pep+

14

15

16

DECLARATION
I the undersigned, Mr. BHAVYESH D. DABHI the student of T.Y.B.B.A. of R.P.BHALODIYA COLLEGE here by declare that this report is my own work and has been carried out under the supervision of Mr. KULDEEP JOBANPUTRA. I hereby also declare that this project report has not been submitted to any other university for any other examination.

Date :Place :- Rajkot

Sign.

17

( Bhavyesh D. Dabhi )

PREFACE
As the student of B.B.A., only theoretical knowledge is not enough to equip us with the necessary skills that would be required for future managers. Theory along with practical exposure in the form of industrial training forms a complete learning method. I, Mr. Bhavyesh D. Dabhi have taken up this project on Marketing Research with Hero Honda at the Gondal head office. This project report aims to get a quick overview of the advertising effectiveness as well as consumer awareness about the latest model of Hero Honda i.e. CBZ X TREME.

Date: Sign.

Place: - Rajkot ( Bhavyesh D. Dabhi )

18

ACKNOWLEDGEMENT
First of all I am heartily thankful to the Everest Auto Wings Gondal, Head office of the Hero Honda for giving me this opportunity. I should also thank Mr. Jigneshbhai For giving me all the required information in making this project report. I should also thank Mr. Kuldeep Jobanputra for his guidance & cooperation in making this project report. Without his guidance it was very difficulty for me to put this project report in front of you. I should also thank my parents, friends & all those who have helped me directly or indirectly in making this project report. And at last but not least I must thank God for giving me this opportunity.

Date: -

Sign.

19

Place: - Rajkot ( Bhavyesh D. Dabhi )

20

CONTENT
Sr. No 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Particular Company Profile Marketing Department Marketing Research Advertising Research Methodology Analytical Finding Questionnaire Suggestions Limitation of Study Bibliography Page No. 5 10 15 18 22 25 41 44 45 46

21

INDEX
Sr. No. 1. 2. Particular History Milestone Page No. 6 7

22

HISTORY
What started out, as a joint venture Between Hero group, the worlds largest bicycle manufacturers & the Honda Motor Company of Japan has today become the worlds single largest two wheeler company coming into existence on January 19, 1984. Hero Honda Motors Ltd. gave India nothing less than a revolution on two wheels, made even more famous by the Fill it shut it Forget campaign. Driven by the trust of over 5 million customers, the Hero Honda product range today commands a market share of 48% making it a veritable giant in the industry. Add to that technological excellence, an expensive dealer network, & reliable after sales service, & you have one of the most customer friendly companies. Customer satisfaction, a high quality product, the strength of Honda technology & the Hero groups dynamism have helped HHML scale new frontiers & exceed limits. In the words of Mr. Brijmohan Lall Munjal, the chairmen & managing director, we will continue to make every effort required for the development of the motorcycle industry, through new product development, technological innovation investment in equipment & facilities & through efficient management.

23

MILESTONE
Year
1983 1984 1985 1986 1987 1988 1989 1990 1991

Milestone
Joint Collaboration Agreement with Honda Motor Co. Ltd. Japan. Company incorporated. First motorcycle (Model CD 100) produced. Quality circles launched. Engine plant started 1,00,000 Motorcycle produced. Hero Honda Family Club formed at Gurgaon 2,00,000 motorcycle produced Sleek model introduced 300,000 Motorcycle produced 4,00,000 Motorcycle produced Pegasus Award From Readers Digest for campaigning 'One Liter Road' 5,00,000 motorcycle produced CD 100SS model introduced Mobile Service Workshop launched Economic TimesHarvard Business School Award for Excellent Governance to Hero Honda Motors Ltd. Hero Honda moved into Indias Top 100 Companies - Ranked 87 A school named Raman Kant Vidya Mandir inaugurated in memory of the first Managing Director of Hero Honda Motors Limited 7,50,000 Motorcycle produced, Hero Group Sponsored Five Nations Cricket Tournament Splendor model introduced 10,00,000 motorcycle produced The Businessman of the Year award is conferred upon the Chairman Mr. Brijmohan Lall - by Business India Group of Publications 800 motorcycles per day production started National Award for Outstanding contribution to the Development of Indian Small Scale Industry (NSIC Award - Presented by President of India) The Analyst Award 1995 presented to Hero Honda Motors Limited on being ranked 9th amongst the most investor rewarding Companies in India

1992

1993 1994

1995

24

1996 1997

Hero Honda becomes first company to serve Army, Navy & Air Force with its 100cc motorcycles 1200 motorcycles per day production started. Street model introduced Foundation stone of Raman Munjal Vikas Kendra foundation stone laid by Chief Minister of Harayana Sponsored 6th Women World Cup Tournament. Distinguished Entrepreneurship Award conferred upon the Chairman Mr. Brijmohan Lall By PHD Chamber of Commerce & industry 20,00,000 motorcycle produced Hero Honda Masters Golf Championship started Business Leader of the Year conferred upon the Chairman, Mr. Brijmohan Lall by Business Baron. 25,00,000 motorcycle produced. CBZ model launched. Sponsored '7th World Cup Cricket tournament' at England. Suhana Safar - Customer Relation Programme launched. Best Productivity Award for the best performance in Automobile & Tractor Sector by National Productivity Council presented by Vice President of India. 40,00,000 motorcycle produced. Sponsored 'Stardust Hero Honda Millennium Honors Award'. Appointed Saurav Ganguly & Hrithik Roshan as Brand Ambassadors. Splendor declared World No. 1 - largest selling two-wheeler. 50,00,000 bikes produced. Bike Maker of the Year by Overdrive Magazine. Passion model introduced. Sponsored 'First Indian Television Academy Award. Winner of the Review 200 - Asia's Leading Companies Award (9th Rank amongst top 10 Indian Companies) Dawn & Ambition model introduced. Appointed Virender Sehwag, Mohammad Kaif, Yuvraj Singh, Harbhajan Singh and Zaheer Khan as Brand Ambassadors. Company of the Year for Corporate Excellence by the Economic Times. Winner of the Review 200 - Asia's Leading Companies Award (4th Rank amongst top 10 Indian Companies). Sponsored 'India-England Women's Cricket Series'. Business Leadership Award conferred upon the Chairman, Mr. Brijmohan Lall by Madras Management Association.

1998

1999

2000

2001

2002

25

2003

Bike Maker of the Year by Overdrive Magazine. Most Respected Company in Automobile Sector by Business World. Winner of the Review 200 - Asia's Leading Companies Award (3rd Rank amongst the top 10 Indian Companies). New motorcycle model Ambition 135 introduced Hero Honda became the world No. 1 Company for the third consecutive year. Crossed Sales of over 2 million units in a single year, a global record. Splendor worlds largest selling motorcycle crossed the 5 million mark. New motorcycle model CBZ introduced Joint technical agreement renewed. Total sales crossed record of 10 million motorcycle. Hero Honda is the world No. 1 for the 4th year in a row. New motorcycle model Super Splendor introduced New motorcycle model CD Deluxe introduced. New motorcycle model Glamour introduced. New motorcycle model Achiever introduced. First scooter model from Hero Honda Pleasure introduced. Hero Honda is the world No. 1 for the Fifth year in a raw. Hero Honda is the world No. 1 for the Sixth year in a raw. New motorcycle model CBZ X-TREME introduced. New motorcycle model Splendor NXG introduced. New motorcycle model Karizma introduced. New motorcycle model Hunk introduced. New motorcycle model Passion + introduced.

2004

2005

2006 2007

26

INDEX
Sr. No. 1. 2. Particular Market, Marketing, Marketing Management Marketing Promotion Page No. 11 14

27

MARKET , MARKETING & MARKETING MANAGEMENT

MARKET:
A market may be considered as a convenient meeting Place where buyers and sellers gather together for exchange of Goods. Eg. A spot, cash or physical market. Types of market Types of market depend on many factors like (1) Selling area - local - national - international (2) Product market - cotton - bullion (3) Nature of exchange dealings - spot or cash - future or forward (4) Nature of goods sold - consumer goods - industrial goods (5) Period - short term - long term (6) Nature &magnitude of selling - retail - wholesale

28

MARKETING :
Marketing is a total system of business, an ongoing Products of:
1.

Discovering and translating consumer needs into Products & services. Creating demand for these products and services. Serving the consumer demand with the help of Marketing channels, and then, in turn. Expanding the market even in the face of keen Competition.

2. 3.

4.

Marketing is a system of integrated business activities Designed to develop strategies and plans (marketing mixes) to The satisfaction of customer wants of selected market Segments or targets. FUNCTIONS OF MARKETING (A) CONTRACTUAL (B) MERCHANDISING (C) PROMOTION (D) PHYSICAL DISTRIBUTION (E) PRICING

29

MARKETING MANAGEMENT :
Marketing management usually represents all managerial efforts and functions to operate the marketing concept not only in letter but also In spirit. Marketing Management represents an important functional area of business management efforts for the flow of goods and services from the producers to the consumers. Marketing Management has to implement marketing strategies, programs and campaigns. IMPORTANCE:(1) Long run success of the firm (2) Helps in capitalizing the market opportunities quickly and risk can be reduced. (3) Greater attention is given to product planning and development. (4) More emphasis is given on research and orientation (5) Integrated view of business opportunities (6) The interest of enterprise and society can be harmonized (7) Marketing information and research is an integral of marketing now.

30

MARKETING PROMOTION
MEANING : PROMOTION STANDS FOR THE various activities, the company undertakes to communicate and promotes its products through the target market. it is effort the marketer to inform and persuade the buyers to accept, resale, recommend or use of articles, service or ideas which are being promoted. It has been defined as the co-ordinated self initiated efforts to establish channels of information and persuasion to facilitate or foster the sale of goods and services, or acceptance of ideas or points of view.

31

INDEX
Sr. No. 1. 2. Particular Introduction Process of Marketing Research Page No. 16 17

32

INTRODUCTION
For any organization the internal analysis and the external analysis are very much important for survival and growth in market. The internal analysis consists of work environment, labor force, productivity, source of finance, etc. which can be analyzed through past records available in organization. But apart from internal analysis, the analyses from market environment are very much important. But such analysis of market is not an easy task. It requires a lot of hard work and it is also a time consuming process. But still to survive in the market, every organization has to go through such research process. According to Philip Kotler, Marketing research is a systematic problem analyses, model building and fact finding for the purpose of improved decision making and control. Marketing research is a systematic gathering, recording, and analyzing the data about marketing problems to facilitate decision making by Cundiff & Still. According to American marketing association, the gathering, recording, and analyses of all facts about problems related to sales of goods & services and their transfer from producer to customer.

33

PROCESS OF MARKETING RESEARCH

The market research is an important element for any organization. Information regarding the nature, size, profitability of different markets, change in markets, various factors affecting the organization likes economical factors, social factors, qualitical factors etc can be studied through marketing research only. Along with that the future plans & policy, different decisions making are also done with the help of finding and recommendation of marketing research. The basic process, which is followed for marketing research, can be divided into different ten steps. They are as follows :1. Formation of Problems. 2. Research design & objectives. 3. Collection of data. 4. Determination of source of data. 5. Gathering of data. 6. Tabulation of data. 7. Analysis of data. 8. Interpretation of data. 9. Drawing conclusion. 10. Preparation of report & submission to top management.

34

INDEX
Sr. No. 1. 2. 3. Particular Introduction Types Of Advertising Media Objective of Study Page NO. 19 20 21

INTRODUCTION
35

Advertising is one of the very important tools. It is nothing but a paid form of non-personal presentation or promotion of ideas or goods or services by an identify sponsor. It communicates about the product and the services provided to the customer and also about the firm, which manufactures the product. Advertisement has well defined differently by different experts. Few of them of are follows. Advertising is any form of non-personal presentation of ideas, goods, and services for the purpose of forcing the consumer to purchase. - Weeler Advertising is a paid form of non-personal presentation of ideas, goods, and services by manufacturer or any of the channel members. - Richard Buskee. The above definition clearly reveals the nature of advertisement. In other terms advertise means spreading of informations. Three points can be making easy to remember what advertisement is. 1. Paid form 2. Non personal presentation of goods, ideas, & services 3. Having an identify sponsor In India, advertising is a recognize mean of sales promotion but it was accepted very latterly in Indian business world. The delay was obvious because of late industrialization in the country. But today India has also emerged into an industrial country, which is quite evident from the nature.

36

TYPES OF ADVERTISING MEDIAS

A. PRESS MEDIA Newspaper Books Magazine B. EXTERNAL MEDIA Posters Wall writing & painting Vehicle cards Sandwich man Kiosk Skywriting Land writing Lesser writing Models & Sign Boards Advertising Vehicles C. DIRECT MEDIA Letters Circulars Vouchers & letter pads Folders Catalogues Broushers Models, gifts, & samples Dealers aid

37

D. AUDIO VISUAL MEDIA Cinema Radio Television Exhibition Showcase Trade fair Window display Show room Other Medias

These are the above media generally a company used for an advertisement of a product. Hero Honda is using above most of the for an advertisement of his product. As in my research I found television, Showcase, Posters, and Magazines is more effective than any other media. Today newspaper advertisement is not as much effective as in earlier stage.

OBJECTIVE OF STUDY
1) The basic objective of study is to find the advertisement effectiveness of
the model of Hero Honda i.e. CBZ X-TREME 2) To know at which time of day advertise is more effective. 3) To know in which channel of T.V. is advertise more effective. 4) To know the suggestions of users and non-users for making advertise more effective. 5) To know the drawbacks of advertise if any to take corrective measures. 6) To know about the rank of Hero Hondas advertising policy. 7) To know the media & area where advertisement is more effective. 8) To know about the expectations of consumers about changes in advertise of Splendor Plus.

38

39

RESEARCH METHODOLOGY
Research Objective The main objective of this research is to judge the effectiveness of the advertising of Hero Hondas latest model Passion Plus in Rajkot. Development of Research Plan The second stage of marketing research calls for developing the most efficient plan for gathering the needed information. Designing a research plan calls for the decision of the following. 1. Data Sources : The researcher can gather primary data as well as secondary data. Primary data are gathered for a specific purpose & for a specific research project while secondary data are collected by someone another than a researcher for other than the research purpose. As my project is prepared for specific purpose by me only, I have used primary data for it. The primary source of my project is the samples taken randomly from the different areas of Rajkot City. 2. Research Approaches : Primary data can be collected in five ways: observation, focus group, survey, behavioral data & experiments. Out of these five I had gone for survey. Survey research is best suited for descriptive research to learn about peoples knowledge, beliefs, preferences & satisfaction & to measure these magnitudes in the general population. 3. Research Instruments : Marketing researcher has a choice of two main research instruments in collecting primary data i.e. Questionnaire & mechanical device. For a better option I had gone for Questionnaires. A Questionnaires consists of a set of questions presented to respondents for their answers. Because of its flexibility, the Questionnaire is by far the most common instrument used to collect primary data. 4. Sampling Plan : After deciding on the research approach & instruments, it is necessary to design a sampling plan. This plan calls for three decisions:

40

A. SAMPLING UNIT :- Who is to be surveyed? It should be

defined in a research plan the target population that will be surveyed. Once the sampling unit is determined, a sampling frame must be developed so that everyone in the target population has an equal or known chance of being selected. As I had gone for random sampling, there is no need to go for sampling unit.

B. SAMPLE SIZE :- How many people to be surveyed? Large

samples give more reliable results than small samples. However, it is not necessary to sample the entire target population or even a substantial portion to achieve reliable results. Samples of less than 1% of the population can often provide good reliability, given a credible sampling procedure. So I have decided to take the sample size of 100 randomly from the Rajkot city. C. SAMPLING PROCEDURE :- How the respondents to be chosen? To obtain a representative sample I had gone for the Simple Random Sampling in which I had collected the information randomly the different areas of the Rajkot city. 5. Contact Methods : Once the sampling plan has been determined, it must be decided how the samples will be contacted: mail, telephone, personal or online interview. So or my research I had selected personal interview. As personal interviewing is the most versatile method, the interviewer can ask more questions & record additional observations about the respondents. It is more expensive method & requires more administrative planning & is also time consuming.

41

ANALYSIS AND INTERPRETATION

42

Q. 1 what is your educational qualification?

1. Under graduate 2. Graduate 3. Post Graduate 4. Other

2 16%

4 3 4% 4%

1 76%

INTERPRETATION: From the sample size of 100, 76% if the people are Under Graduate, 16% of the people are Graduate & 4% of the people are Post Graduate & other category. This shows the literacy ratio of our country. Most of the people in village area are illiterate.

Q. 2 What is your occupation ? 43

1. 2. 3. 4.

Business Service Profession Student

1 4%

2 16% 3 4%

4 76%

INTERPRETATION: ` From the sample size of 100, 4% of the people are having their own business, 16% of the people are doing service, 4% of the people are professionals & 76% of the people are studying.

Q.3 Have you prefer to watch an advertisement ? 44

1. 2.

Yes No

2 4%

1 96%

INTERPRETATION: From the 100 samples surveyed, 96% of the people watch the advertisements, which is a good sign to concentrate more on advertising, which is one of the major sales promotion tools to create the awareness as well as to increase the sales. While only 4% of them are not interested in watching the advertisements.

45

Q.4 If yes, from the following parameters which do you prefer in an advertisement ? 1. Color Combination 2. Brand Ambassador / Model 3. Advertising Theme 4. Product Quality / Features 5. Price
5 16% 1 12%

2 8%

4 24% 3 40%

INTERPRETATION: From the above chart shows that 40% of people give first preference to advertising theme while 24%,16%,12%,8% of people give second, third, fourth, & fifth preference to price, color combination, brand ambassador / model respectively.

46

Q.5 Do you have any bike ? 1. 2. Yes No

2 16%

1 84%

INTERPRETATION: The above chart shows that 84% of the people are having two wheelers while only 16% comes in the category of not having two wheeler.

47

Q.6

Do you watch an advertisement of Hero Honda CBZ X-TREME ? 1. Yes 2. No

2 8%

1 92%

INTERPRETATION: The above chart shows that 92% of the people have watched the advertisement & 8% of the people still dont watch the advertisement of CBZ X-TREME.

48

Q.7

If yes, from the following parameters which one of the parameter you like in an advertisement of Hero Honda CBZ X TREME? Color combination 2. Brand ambassador/ Model 3. Advertisement theme 4. Product quality/ Features 1.

4 24%

1 16%

2 20% 3 40%

INTERPRETATION: From the above chart we can get idea about the parameters that 40% of the people like the advertising theme while 24% of the people like the product quality in the advertisement of CBZ XTREME. 20% & 16% of the people like model & colour combination.

49

Q.8 Do you think language is more important in any advertisement ? 1. 2. Yes No

2 24%

1 76%

INTERPRETATION: From the above chart we can see that 76% of the people believe that language is more important in any advertisement while 24% of people believe that language is not more important in any advertisement.

50

Q.9 From where have you heard about Hero Honda CBZ X TREME ? 1. Friends & Relatives 2. Advertisement 3. Demonstration 4. Show Rooms

4 0% 3 0%

1 24%

2 76%

INTERPRETATION: As Television is the most effective medium of advertising, we can see that the major part of the samples surveyed i.e. 76% have seen the advertisement of CBZ X-TREME on Television, 24% have heard about it from their friends, while no person ever seen the demonstration of CBZ X-TREME anywhere.

51

Q.10 During which time would you prefer to see anadvertisement of Hero Honda CBZ X TREME ? 1. Morning 2. Evening 3. Afternoon 4. Night
1 0%

2 32%

4 60%

3 8%

INTERPRETATION: Time is as important factor to be considered at the time of deciding any advertisement plan. So out of the total samples surveyed, majority of the people i.e. 60% prefer to see the advertisement of CBZ X-TREME during night while 32% want to see the advertisement in the evening & 8% want to see the advertisement in the afternoon and morning follows by 0% of the sample size.

52

Q.11

From the following channels in which channel would you like to see an advertisement of Hero Honda CBZ X TREME ? 1. 2. 3. 4. 5. 6. Star Plus Zee Sony Espn Star Sports Other

6 16% 5 12% 4 8%

1 28%

3 24%

2 12%

INTERPRETATION: From the above chart we can get idea about the channel in which the consumer would like to see the advertise of CBZ XTREME. 28% of people would like to see the advertise in Star plus, 24% in Sony, 16% in Other, 12% in Star Sports & Zee, 8% in Espn.

53

Q. 12 From the following parameters which parameter do you not like in an advertisement of Hero Honda CBZ X TREME ? 1. Color 2. Picture 3. Language 4. Theme 5. Slogan
5 8%

4 16%

1 24%

3 8% 2 44%

INTERPRETATION : From given sample size 44% of people dont like the picture while 24% dont like the colour, 16% dont like the theme & 8% dont like the slogan and language of the advertisement of CBZ X-TREME.

54

Q.13

What should be the class of customers to whom the appeal of an advertisement of Hero Honda CBZ X TREME ? 1. 2. 3.
1 8%

Lower Class Middle Class Upper Class

3 36%

2 56%

INTERPRETATION : The above chart makes it clear that out of the total samples surveyed, 56% of the people say that advertisement of the CBZ X-TREME would be more effective if the appeal is make to the Middle Class people. While 36% believe that appeal should be make to the Upper Class people & Lower Class follows by just 8%.

55

Q.14 How is the over all quality of an advertisement of Hero Honda CBZ X TREME? 1. 2. 3. Effective Not Effective Some What Fair

3 48%

1 44%

2 8%

INTERPRETATION: From above chart shows that 48% of the people say that advertisement of CBZ X-TREME is some what fair. 44% of the people say that advertisement is effective while 8% of the people say that advertisement is not effective.

56

Q.15 Advertisement policy of Hero Honda Company is good ? 1. 2. 5.

1 2 8% 0%

Strongly Agree Strongly Disagree 3. Agree 4. Disagree Neither Agree Nor Disagree

4 8%

5 16%

3 68%

INTERPRETATION: Out of the total samples surveyed, majority of the people i.e. 68% agree that advertising policy of Hero Honda is No. 1. 8% people extremely agree this while 16% of them are neither agree nor disagree about being the advertising policy of Hero Honda No. 1 & 4% of them are totally disagree about this while 0% are strongly disagree & do not believe that advertising policy of Hero Honda is No. 1.

57

MARKETING RESEARCH ON ADVERTISING EFFECTIVENESS OF

HERO HONDA CBZ X-TREME

1. Name :__________________________________________________

2. Address :__________________________________________________ __________________________________________________

3. Age
(

:-

) 18 to 20 ) 21 to 30

( ( (

) 30 to 40 ) Above 40

( (

4. Education :) Under Graduate ( ) Graduate ) Post Graduate ( ( ( ) Other ) Service ) Student

5. Occupation : ( ( ) Business ) Profession

6. Have you prefer to watch an advertisement? ( ) Yes ( ) No 7. If yes, from the following parameters which do you prefer in advertisement? ( ) Color Combination ( ) Brand Ambassador/Model ( ) Advertising Theme ( ) Product Quality/Features

( ) Price 8. Do you have any bike? ( ) Yes ( ) No

58

9. Do you watch an advertisement of Hero Honda CBZ XTREME? ( ) Yes ( ) No 10. If yes, from the following parameters which one of the parameter you like in an Advertisement of Hero Honda CBZ X-TREME ( ) Color Combination ( ) Brand Ambassador/Model ( ) Advertising Theme 11. ( ) Product Quality/Features

Do you think language is more important in any advertisement? ( ) Very important ( ) Not important ( ) Important

12.

From where have you heard about Hero Honda CBZ XTREME? ( ) Friends & Relatives ( ) Advertisement ( ) Demonstration 13. ( ) Show rooms

During which time would you prefer to see the advertisement of Hero Honda CBZ X-TREME? ( ) Morning ( ) Evening ( ) Afternoon ( ) Night

14.

From the following channels in which channel would you like to see the advertisement of Hero -Honda CBZ XTREME? ( ) Star plus ( ) Zee ( ) Sony ( ) Espn

( ) Star sports 15.

( ) other

From the following parameters which parameter do you not like in the advertisement of Hero -Honda CBZ X-TREME? ( ) Color ( ) Picture ( ) Language ( ) Theme ( ) Slogan

59

16.

What should be the class of consumers to whom the appeal of advertisement of Hero Honda CBZ X- TREME should be made? ( ) Lower class ( ) Middle class ( ) Upper class

17.

How is the over all quality of advertisement of Hero Honda CBZ X-TREME? ( ) Effective ( ) Not effective ( ) Some what fair 18. Advertising policy of Hero Honda Company is good. ( ) Strongly agree ( ) Agree ( ) strongly disagree ( ) Disagree

( ) Neither agree nor disagree 19. Suggestions: _____________________________________________________ _____________________________________________________ _____________________________________________________ ______ Date: Sign: - ____________ Place:

60

SUGGESTIONS
The company should arrange the road shows in metro cities. The company should give advertisement of CBZ X-TREME in all the advertising medias.

The company should show good qualities of CBZ X-TREME in comparison of the other bikes. The company should mention the after sales services provided by them in the advertisement of CBZ X-TREME They should make the advertisement by using one of the best pairs of the bollywood.

They should show in their advertisement that CBZ X-TREME is affordable for middle class people. They should display the hoardings of CBZ X-TREME at the petrol pumps, bus stations, railway station etc. It is shown in the advertisement of CBZ X-TREME that it gives more mileage with less cost in comparison of the other bikes. They can also display the public reviews about the CBZ X-TREME in the advertisement.

61

LIMITATIONS
1. As this research had an educational & experimental purpose only and not having enough time for more research is the reason why there were not much more samples taken. Due to the size of the sample we can not have the perfect idea of the research. The failure of the samples taken here can also occur due to the place from where they have been taken is the Gondal city only.

2.

3.

62

BIBLIOGRAPHY
1. Marketing Management 2. Principle & practice of management.
3. www.herohonda.com PHILIP KOTLER L. M. PRASAD

63