A STUDY

ON
MARKETING STRATEGIES OF HERO MOTOCORP

Submitted in partial fulfillment of the requirements

for the award of the degree of

Bachelor of Business Administration (BBA)

To
Guru Gobind Singh Indraprastha University, Delhi

Guide:
Ms. Shilpa Arora

Submitted by:
Gaurav Maherchandani
Roll No.:04190301713
Batch.: 2013-2016

Institute of Innovation in Technology & Management,

New Delhi 110058
Batch (2013-2016)

EXECUTIVE SUMMARY
The Indian automotive industry consists of five segments: commercial vehicles; multi-utility vehicles &
passenger cars; two-wheelers; three-wheelers; and tractors. With 7,822,963 units sold in the domestic
market and 753,591 units exported during the first nine months of FY2012. The two-wheeler sales have
witnessed a spectacular growth trend since the mid nineties. India is the second largest producer and
manufacturer of two-wheelers in the world. Indian two-wheeler industry has got spectacular growth in the
last few years. Indian two-wheeler industry had a small beginning in the early 50s. The Automobile
Products of India (API) started manufacturing scooters in the country. Bikes are a major segment of
Indian two wheeler industry, the other two being scooters and mopeds. Indian companies are among the
largest two-wheeler manufacturers in the world. Hero Honda and Bajaj Auto are two of the Indian
companies that top the list of world companies manufacturing two-wheelers. The two-wheeler market was
opened to foreign companies in the mid 1980s. The openness of Indian market to foreign companies leads
to the arrival of new models of two-wheelers into India. Easy availability of loans from the banks,
relatively low rate of interest and the discount of prices offered by the dealers and manufacturers lead to
the increasing demand for two-wheeler vehicles in India. This lead to the strong growth of Indian
automobile industry
This research work is also based on comparative study of two-wheeler industry. The title of this study is
Marketing Strategies of Hero MotoCorp. The main objective of this research is to perform the
comparative analysis of Hero MotoCorp with other industry players. Researcher has used the both
primary and secondary data to accomplish all the research objectives. Researcher has done the
questionnaire survey to gather the primary data. The interviews were conducted with the customers of
two-wheelers. This study is descriptive in nature as it includes the questionnaire survey, which is an
attribute of descriptive study.

ACKNOWLEDGEMENT

I owe a great many thanks to a great many people who helped me and supported me during the
study of the project.
My deepest thanks to Ms. Shilpa Arora, the guide of the project for guiding and correcting
various documents of mine with attention and care. She has taken pain to go through the project
and make necessary corrections as and when needed
I would also thank my institution and my faculty members without whom this project would
have not been possible. I also extend my heartfelt thanks to my family and my friends.

GAURAV MAHERCHANDANI

Certificate

I, Mr Gaurav Maherchandani., Roll No. 03990301713 certify that the Project Report/Dissertation
BBA-311) entitled Marketing Strategies of Hero Motocorp is done by me and it is an authentic
work carried out by me at Hero Motocorp. The matter embodied in this project work has not been
submitted earlier for the award of any degree or diploma to the best of my knowledge and belief.

Signature of the Student

Date:

Certified that the Project Report/Dissertation (BBA-311) entitled Marketing Strategies of Hero
Motocorp done by Mr. Gaurav Maherchandani, Roll No.04190301713, is completed under my
guidance.

Signature of the Guide

Name of the Guide:
Designation:
Date:

Countersigned
(Director / Project Coordinator)

CONTENTS
S No
1
2
3
4
5
6
7
8
9
10
11

Topic

Page No

Certificate (s)
Acknowledgements
List of Tables
List of Figures
List of Symbols
List of Abbreviations
Chapter-1: Introduction
Chapter-2: Research Methodology
Chapter-3: Data Presentation & Analysis
Chapter-4: Summary and Conclusions
References/Bibliography
LIST OF TABLES

Table No
1
2
3
4
5

Title
Trend in Sales Volumes of the Indian 2W Industry
A look on the volumes of major 2-wheeler OEM
Trend in Market Share in Motorcycles Segment
Trend in Market Share in Scooters Segment
Trend in Financial Performance of Hero MotoCorp
LIST OF FIGURES

Page No

Table No
1
2
3
4
5

Title
Trend in Market Share in Motorcycles Segment
Trend in Quarterly Sales Volumes of Scooters
Trend in Financial Performance of TVS
Products
Market share %
LIST OF SYMBOLS

Page No

S No
1
2
S No
1

Symbol

Nomenclature & Meaning

@
At the rate
%
Percentage
Abbreviated Name
Full Name
No.
Number
LIST OF ABBREVIATIONS