HHHH PDF

A STUDY ON THE STRATEGY`s TO IMPROVE THE
SALES OF HERO HF DAWN
1.1 INTRODUCTION
The concept of selling and marketing has distinct differences. Marketing occupied
its importance from the late 1960s and is followed as on date. Peter Ducker focuses out
that the, 'Motivation behind Marketing or business is to make a client'. Before 1960s the
seller was respected as the ‘king of the market’, as there were no differentiated products
in the Market and it was simple competition for similar products. ‘The customer had to
dance according to the tune of the seller’. Yet, as time has changed, the idea of Marketing
excessively changed, where we underline on purchaser's fulfillment as well as get the
unsatisfied needs and needs of the client by the method for input or client review. The
current idea has been fixated on the customer's, both his fulfillment additionally his
unsatisfied needs and needs thusly the firm can adjust the item to be the 'Ruler in the
Market'. Today the merchants or the vender is no more the lord in the business sector.
Accordingly promoting capacities are not constrained to the elements of purchasing and
offering however they incorporate all capacities important to fulfill the clients, for
example, financing, after deals administration and so on.
Thus Consequently Marketing is a coordinating procedure by which a maker gives

a marketing mix that is item, value, advancement and physical circulation that takes care
of purchaser's demand of an objective business sector inside of the points of confinement
of society.
Market mix tactic:

That Strategy has been formulated after taken into consideration of 4P’s of
marketing, viz. Product, Price, Place and Promotion, where each head has its own
advantages to capture the market. My topic is ‘Sales Promotional Strategy’ hence
emphasizing more on ‘Promotion – P’ in the Marketing Mix. All Marketers need to be
use by the combination of all 4 to fulfill the firms’ objective, which is Profit with Brand
Building.
The widely used Marketing Mix Concept was first suggested by E. Jerome
McCarthy in 1960s, which has been widely used by marketers/ firms across the globe.
Promoting mix is an arrangement of devices utilizes by the promoter to line in anything
figure customers as could reasonably be real expected, in order to increase large amount
excessive settlement by recognizing and fulfilling the unsatisfied needs and needs of the
Department of MBA, VVIET, Mysuru Page 1

clients. This marketing mix includes four parts to be specific; four piece. These 4parts to
be prominently recognized as the 4piece of marketing mix. Promoter needs to use a mix
of these 4 piece to add to a help compliant procedure. The subject is, there's no average
coverage. It needs to work with various stages.
An effective market unit relies on upon the correct mix of these promoting
components. For instance, it evaluating of an item or administration is upper, rather than
altering the value, you can insert new elements to the item or alter the administration.
You can likewise make the item or administration accessible all the more advantageously
to the clients. Every components of promoting mix methodology influences the other and
the best possible mix of these four components is the way to the accomplishment of any
marketing process.
Marketing manages recognizing and meeting human and social needs. One of the
briefest meanings of Marketing is "Meeting needs profitably".
Advancing is a genuine boundary & lessons of achievement strategy for making,

surrendering, and momentary on value to consumers with a managing customer relations
in customs that good location the relationship and its mix holders.
Four Basic Features of Modern Marketing:
 Modern marketing is consumer oriented by identifying the unsatisfied needs and

wants and steps taken to deliver ‘Goods and Services’ to satisfy the customer.
 Modern marketing starts from the first consumer/ prospects and stays always.
 Modern marketing which precedes and also succeeds the production.
 Modern marketing is also considered as the guiding element of any businesses.
Product Mix Strategy:

Product Mix Strategy having distinct nature by which it is determining the
features of the products or services.
 Life cycle of the product.

 Name of the Brand.
 Product Packaging.
 Product designing
 Quality of the Product.
 Product Safety
 Services after sales of the product.
Market Mix pricing
The value of an item can be altered from numerous points of view. It is an

instrument those aides in settling on pricing strategies, considering they are:
 Sell price of the product.

 Extensive price of the product.
 Special offers for selling the products.
 Price penetration.
 Skimming of price.
 Product physical pricing
Place or Distribution Marketing Mix:
Place/Distribution Marketing Mix means the distribution of the product to the

customer in the market. There are few instances of place marketing mix include:
 Warehousing
 Centres for distribution
 overturn Logistics
 Goods Transportation
 account management
Advertising Mix Strategy:
Advancement mix technique manages the accessible apparatuses for marketing

correspondences. This component which is helps in settling on the area where the clients
will get the items or administration. Promotion Mix Strategy which also deals with:
 Advertisement
 Sponsorships

 deal Events with Fairs
 Sales promotion
 Storage of Goods.
Sale Mix approach:
It can be defined as the point of influence of price and also promotion on sales and
its profits and revenues. Sales Mix Strategies which are depended on the following
factors:
 Process of decision making
 Market reaction to the cost of product
 Costomer reply to the support of goods.
 Profit role and strategies.
 Team working
 watching of the behavior
 observer
Promotion Strategy Vs. Promotion Mix Strategy:
Promoting mix is a device that helps with characterizing a marketing technique for
the item or administration. Promotion Strategy and promotion Mix is firmly identified
with both added appropriate marketing mix examination is imperative for execution of
your advertising plan to accomplish the businesses objectives. Organizations’ strategies
which impacts on its marketing mix by the following factors:

Marketing Mix Strategy (Long term):
 Brand reputation
 Growth of revenue regularly with stable things
 Maintaining strong dealings with distributors, dealers etc.
 Span of R&D.
Marketing Mix Strategy (Short term):
 Makes immediate profit of product
 straight and irrefutable results
 The effect is short-term in nature.
1.2 STATEMENT OF THE PROBLEM

“The aim of this research is to study the sales promotional strategies to improve
the sales of Hero HF Dawn. “
1.3 NEED FOR THE STUDY
In current circumstance in one industry as well as all segments are confronting

intense rivalry. It has turned out to be exceptionally hard to develop, settle and exceed
expectations in business execution. It is required to impact the state of mind and conduct
of purchasers. A considerable measure of limited time exercises are required. The main
organizations are utilizing distinction strategies for advancement. These are publicizing,
reputation, deals advancement, individual offering and bundling. These are serving the
diverse destinations. Deals advancement is one of them and gives an incredible effect on
client purchasing conduct to expand deals in short term. It adds to kill the opposition
impact. To accomplish the goal a procedure is required for compelling use of offers

advancement. The commitment of offers advancement system is critical in present time to

stay in business in aggressive business sector. The significance of it pulled in my
thoughtfulness regarding select this theme for exploration study.
1.4 OBJECTIVES OF THE STUDY

The research study is conducted with reference to the sales promotional strategies
of Hero Motors, Mysore.
 To understand the effectiveness of the promotional activities of Hero HF Dawn.
 To evaluate the sales promotional strategies adopted by the company.
 To identify the opportunities and threats in the product positioning factors,

especially on ‘Brand Awareness’, ‘Present Sales Promotion’ and ‘Effectiveness of
Media Advertisement’ by Hero Motors.
1.5 SCOPE OF THE RESEARCH STUDY
The research study covers the individual buyers. The study covers briefly Hero
Motors. As the study is an investigation about the practice of sales promotional activity of
the Hero Motors, Also regarding the advertisement budget and Increase the use of print
media. The study has likewise attempted endeavors to gauge and assess the marketing
techniques and its viability. It is based on needs, quality and preference of the customers.
The study also makes an effort to know how Hero Motors would compete against its
competitors in competitive market and also sales promotional activities.

1.6 RESEARCH METHODOLOGY
Research Design of the study:
The research study adopt both exploratory & descriptive in nature.
Sources of Data;
The research study used both primary and secondary data. The primary data is a
data which are collected through structured questionnaire from the customer using survey
method and direct conversation. Secondary data is the data which includes articles,
journals, books, magazines, internet sources etc.
Sample techniques:
Sampling techniques used is stratified non-probability sampling to select

consumers of Mysore city, Karnataka. Every respondent is taken as unit of sample. 50
respondents is selected for study.
Techniques of analysis:
Percentage calculations, tabulation class table and frequency distribution are
techniques used to analyze the data collected in additional to these tables, bar charts, pie
charts are also drawn.
Data collection tools used for data;

A structured questionnaire is designed to collect data and information from the
customers for their opinions survey of product, price, place and promotion. It is meant to
abstract full information about their factors influencing the consumers care is taken to
carry to the questions in logical sequences and frame them in a simple and précised
manner to enable to collect the responses from the customers.

Questionnaires are personally administered to consumers on random basis. The

responses from all the customers are collected and the same is analyses and conclusion is
drawn in the course of time.
1.7 LITERATURE REVIEW

PaulinAdjagbodjou (2015) according to him, a few supervisors do not have a viable
methodology for adjusting deals advancement techniques to purchasers' purchasing
demeanors in a retreat. The purpose of this similar outline was to decide the best deals
advancement procedure for deals change and business supportability amid a retreat. The
speculations of (a) business advancements, (b) purchaser behavioral measurements, (c)
value decreases, and (d) methodology in an aggressive domain spoke to the hypothetical
structure that grounded and supplemented this exploration. The examination included
looking at impacts of clients' sex and sort of offers advancement. The business
advancements under scrutiny were coupons, purchase one-get without one, and value
rebates. Two sub questions originating from the foremost research question permitted
tending to the need to see how purchasing demeanors implies contrast among the male
and female clients and sorts of offers advancement in a retreat.
Kush Kr. Patwa and Love Kr. Patwa (2013) observed that in the event that business
advancement apparatuses to be embraced at a given time influence the organization's
business volume furthermore to assess the way of offers advancement exercises in Delhi.
Their discoveries demonstrate that clients are affected by deals advancements 35% &
publicizing 26.8% and at least 17.7% of the clients speak attention in expressions of
opening, study demonstrate that 31.7% of the clients consider that cost off is a standout
amongst the best strategy, 24.7% of the clients declare markdown as well as the slightest
6.3% of the clients mirror that different system (coupon, tests with fortunate draw) of
offers advancement that manufacturing apply to drive deals. As the merchants connect
among clients consistently and specifically than the producer, it should be profitable used
for the CPG organizations to coordinate recognitions while gauging deals advancement
methodologies.

Dr. N.C. Bansal&Sunil Kumar (2012) in their paper ‘Marketing Mix Strategies and
Indian Cement Sector’, the promoting mix is a business apparatus utilized as a part of
marketing so as to advertise and experts. The marketing mix is regularly important while
decide an thing or brand putting forth, and is commonly synonymous through the 4Ps:
price, item, improvement, & speck; in management promoting, in every folder, the four
Ps have been complete to the 7 Ps or eight Ps to deal with the diverse way of
organization. As of late, the idea of 4Cs has be presented as a additional client motivated
substitution of four Ps. And present are two 4Cs theory now. One is Lauterborn's four Cs
Along these lines, the separation would generally identify with working efficiencies, cost
advancements and decrease, and giving unrivaled item and administration and marketing
systems, for example, the vicinity of a steady and proactive marketing initiative, focusing
on particularly different client and business sector portions, an extension in item profile
supplemented with forceful deals advancement and promoting will be the way to opening
the riddle of benefit and development in the Indian bond industry in the 21st Century.
Raj Kumar Gautam&Raghbir Singh (2011) made an attempt to consider the item
arranging and situating, components impacting their value choice, choice of
dissemination and media channel by the Small-size produces into the main mechanical
condition of Punjab. That period of globalization little makers are confronting parcel of
issues in zones of promoting mix, for example, item arranging and situating, evaluating
and dispersion issues. The business visionary's recognition identifying with these
different issues have been highlighted. The discoveries in this study demonstrate that little
units are not utilizing suitable marketing mix systems as a part of the profoundly
aggressive environment. In the time of globalization item situation, advancement, brand
nameconstruction and amplification of offers depends a considerable measure on the right
kind of publicizing.Little makers need to concentrate on the issues identifying with
publicizing to get by in the business sector and stay aggressive. The business people of
the little units ought to go for general publicizing systems as occasional or need based
procedures are no more successful. The minimal effort promoting strategies like standard
mail, client verbal, radio, web notice, divider painting, sheets/accumulating, and versatile
publicizing can be the best different option for the costly publicizing like TV and other

print media techniques. The business can't support and develop without utilizing
promoting according to the budgetary quality of the organization.
1.8 LIMITATIONS OF THE STUDY

In spite of the fact the scope and objectives of the study were unambiguously
specified along the time of actual study. The investigation encountered some uneven
surfaces, which could be generally regarded as the limitations of the study.
a. Due to time constraints it has not been possible to go in detail to the study of
marketing mix strategies adopted by the Hero Motors. Hence the study is based on
micro level.
b. The study is confined only to the customers or potential customers of Mysore city,
Karnataka.
c. Because of time constraint the study was limited to only to 50 Respondents.
d. The conclusion arrived are based on my limited knowledge and the data that was
at my disposal.
e. Some more information regarding companies working, financial figures,

stands limited in maintain the survey of the company.

2.1 INDUSTRY PROFILE
2.1.1 History of Motorcycle
Motorcycle developed from the "safety" bike that offered numerous focal points
insecurity, braking and simplicity of mounting.
The motorcycle incorporated some key components. They are: talked about front
and back wheels are of the same size-around 30 inches in diameter, which is compared to
the common bicycle and had a 48 inches front wheel and 30 inches rear wheel.
• A chain –driven back wheel
• A front chain wheel generally twice as huge as the back sprocket
• A low focus of gravity
• Direct front guiding
The rover Safety, designed by john Kemp Starley in 1885 was the first and
foremost bike which gave these features and acquired market acceptance. After the rover
pattern took over the business sector, safety bicycles were just called as "bicycles".
It didn't take long for somebody to take the user-friendly bicycles which are
designed and strap on an internal combustion engine. The Gottleib Daimler was the first
to do as such effectively, who is credited with building the initially motorized motorcycle
or bicycle in 1885. This motorcycle incorporated a solitary barrel Otto-cycle engine
mounted vertically in the focal point of the machine. It likewise had one wheel in the
front, one wheel in the back and a spring-stacked out rigger wheel on every side are
included for soundness. Its case of a wooden casing and wheels with iron edges and wood
spokes, such outlines were called "boneshaker" due to the unpleasant ride they conveyed.

2.1.2 Present market share in India
Graph no 2.1.2.1
2.1.3 Indian scenario on motor cycles/scooters
India is the second biggest maker of two-wheelers in the world. In the previous
couple of years, the Indian bike industry has seen awesome development. The nation
remains alongside Japan and China in term of generation and deals separately. Majority
of Indians, particularly the youths incline toward motorbikes instead of cars. Having a
huge share in the two-wheeler business, bikes and scooters cover a noteworthy segment.
Two-wheelers are measured to be the most loved among the adolescents era, as they help
in simple compensation. Two–wheelers portion in India: 1.Motorcycles, 2.Mopeds. huge
assortment of motorcycles is accessible in the business sector, known for their improved
mileage and most recent innovation. Indian mopeds, bikes and bicycles speak to style and
class for both men and women in India.
Two –wheelers are the most well-known and very searched out medium of
transportation In India. The pattern of owning bikes is because of its 1. Economical cost
2. fuel effective, 3. safety 4.comfort level. However, few Indian motor-cylces fans incline
toward superior bicycles. Probably the most mainstream rapid bicycles are Kawasaki
Ninja Suzuki Hayabusa, Honda Unicorn, Suzuki Zeus, Hero Honda Karizma, Bajaj
Pulsar. These super bicycles are exceptionally intended for the individuals who have a
high soul for expedient drive.

The Indian two –wheeler (2W) industry recorded deals volumes of 13.4 million
units in 2013-2014. A development of 13.0% over the earlier year. In a year where in
development in other car sections especially. traveler vehicle and medium and
overwhelming business vehicle (M&HCV), backed off to single digits. 13% development
recorded by the 2W business stayed consistent. The force in the 2W business' volume
development too has been losing steam of late as clear from the generally bring down
volume development of 11.0% recorded in H2,2013-2014, (YOY) against a development
of 17.1% recorded in H1, 2013-2014(YoY).
The deceleration in development is to a great extent inferable from the motor-

cycles portion which developed at a much lower rate of 7.8% (YoY) in H2, 2013-2014
versus 16.4% in H1, 2013-2014. The bikes fragment kept on posting 20% YOY
development amid both parts of the last financial. The offer of the bikes portion in the
local 2W industry volumes expanded to 19.1% in 2013-2014 from 17.8% over the
medium term, the 2wheeler business is relied upon to report a volume CAGR of 9-11% to
achieve a size of 24-26 million units (household send out) by 2016-2017.

2.2 COMPANY PROFILE
2.2.1 Introduction:
Hero Motor Corp. Ltd. Is the world's largest manufacturer of 2 wheeler, situated
in India. It was started in the year 1984. Company was a joint endeavor between Honda
engine organization, Japan and India's Hero group. in the 1980s throughout the
organization presented bikes are prominent throughout the India easy and efficiency. the
prominent promoting effort taking into account the motto "Fill it-Shut it-Forget it" that
accentuated the bike's fuel proficiency offered the organization development at a twofold
digit some assistance with pacing since commencement. The advancing the Honda hero
bike intended for very nearly almost years of 26 (1984-2010) and the originated in the
partner of the Japanese Honda group.
Hero Motor Corp. have the three manufacturing units which are base on the in the
Haryana Gurgaon, Dharuhera and Haridwar and also at Uttarakhand. The plants jointly
and fit for delivering out 3 million bikes for and every each year. Hero Motor Corp have
extensive deal and management scheme with more than 3,500 dealers and executive
point crosswise over India. Since 2000, Hero Honda has a client steadfastness program,
called the "Hero Honda Passport program".
During the last budgetary year, in perspective of the division of the 2 joint
endeavor accomplices, the organization had begun the act of progress of the surname of
the organization of the Honda hero Motor restricted and to the Hero Moto crop
constrained. The new name was affirmed by the individuals from the organization in their
Extra-customary General meeting hung on June 17, 2011. Additionally, the new
Corporate character (new Corporate Logo) was embraced by the top managerial staff of
the organization on August 17, 2011 for future practical purposes.
Hero Group could be better purchase out the more than 26% venture in the Honda in
joint endeavor under the joint of the hero Honda endeavor Hero Group can not fare the
global market and the end would imply that Hero Group can at the present send out. In
2011, the organization achieved the pined for position of being the bike fabricating
organization in India furthermore ‘World No.1’ 2 wheeler organization regarding unit

volume deals in a date-book year. Hero Motor Corp. ltd. Continues to maintain to this
position till date:
 In the 2002 the Honda hero bikes Dawn and Hero Honda bikes aim begin.
 In the year 2003 Hero Hond bikes CD Dawn Hero Honda bike of splendor and
also the passion plus and Karizma begin.
 In the year 2004 Hero Honda bikes aim 130 and Hero Honda CBZ initiate.
 Almost in the 2005 Hero Honda super splendor and also the Hero Honda CD
deluxe, Hero Honda Glamour, Hero Honda success and Hero Honda scooter
pleasure.
 New Models of Hero Honda splendor NXZ, in the year 2007 the New models
Hero Honda CD Deluxe , New models of Hero Honda passion plus and Hero
Honda Hunk start on.
 2008 New model of Hero Honda pleasure, CBZ Xtreme, Glamour, Glamour Fi,
and Hero Honda passion pro launch.
 2009:- New models of the Hero Honda Karizma ZMR and imperfect version of
Hero Honda Hunk initiate.
 2010 New model the Hero Honda splendor pro and New models of Hero Honda
Hunk and New Hero Honda super splendor open.
 2011the new model of Hero Honda Glamour, Glamour F1, CBZ Xtreme,
Karizma launch, new permit agreement mark linking Honda Hero. In the month
of august Honda Hero part company thus form Hero Crop and Honda touching
out of the Hero Honda joint venture, in the month of the November Hero
launched its first of Road Bike name Hero “Impulse”.
 Adding another product passion X pro in the year 2012..
 2013: The updated range launched in India Hero Splendor Smart
 2014: the company start on splendor classic pro X treme sport and also the first
models of Karizm ZMR, Karizm R, Maestro and pleasure.

 In month of October 2014 Hero reorganized the100cc engine range passion pro
and also the splendor pro classic soon it will update in its extra 100cc variants
also.
 2015 upcoming product are Hero leap Hybrid scooter, HreoXtreme sports, Hero
dash, Hero RNT diesel Hybrid scooter, Hero HX250R.
HERO MOTO CORP CHAIRMAN
MR. PAWAN MUNJAL
Managing director and CEO

2.2.2 PRODUCTS:
The new models of Hero Motorcycles in the year of 2014-15:
1. Hero HF Dawn
Engine capacity: 97CC
Maximum speed: 89 kmph
Mileage: 83pl
Fuel tank capacity: 8ltr
Break type: Drum

2. Hero Hastur
Engine capacity: 620 CC
Maximum speed: 78.9 BHP @ 9600 RPM
Mileage: 40pl
Break type: disc
3. Hero HX250R

Engine capacity: 620 CC
Gear: 6- speed constant mesh
Speed: 240KMPH
Break type: Disc
4. Hero Xtreme sports
Engine capacity: 149CC
Maximum speed: 15.60 BHP @ 8500RPM
Mileage: 55pl
Gears: top 5
Break type: Disc

5. Hero Dash scooter
Engine starting: Electric& kick start
Cooling: Air cooled
Weight: 110Kg
Petrol Tank capacity: 6ltr
Mileage: 45Kmph
6. Hero leap Hybrid scooter

Engine starting: Electric
Cooling: Air cooled
Weight: 140Kg
Petrol Tank capacity: 3ltr
Mileage: 40 Kmph
7. Hero RT Diesel Hybrid scooter
Engine Capacity: 150CC
Gears: 6
Speed: 70 Kmph
Fuel Tank: 6ltrs

HERO MOTO CORP WINNERS ON THE ROAD
 Hero splendor plus

 Hero splendor pro
 Hero passion pro
 Hero splendor NXG
 Hero achiever
 Hero Karizma
 Hero maestro
2.2.3 AWARDS AND RECOGNITIONS
 Awarded the business leader in Automobiles (Two Wheeler) at the NDTV profit
Business leadership award 2012.
 confer with the most excellent worth for capital bike manufacturer and best
Marketing between Two-wheeler group at the Auto India most outstanding
product award.
 Received the Digital Advertiser of the {12 months|yr|season} at the Indian Digital
Media awards (IDMA) 2012.Awarded the innovation in Loyalty Marketing
Award.
 “Business Leader of the year” honor by humble president of India and also the
ShriPranab Mukherjee, at the AIMA organization India honor 2013.
 CFO of the year Award.
 Green pioneer Award 2013.
 Human resource Award.
 Formation Technology Award.

2.2.4 Dealers of Hero Moto Crop at Mysuru
 Dyuthi Motors (Jayalakshimipuram, Mysuru)
 Shah automobiles,(lokharanjanMahal, Mysuru)
 Hero Honda Show room,(Kuvemppunagara, Mysuru)
2.2.5 Vision, Mission and Quality policy
 Vision:
“Empowered India, powered by its bikes, Hero Moto Corp. Ltd”.
 Mission:
Mission Hero Moto crop. It has become worldwide venture fulfilling its
customer needed plus aspiration for the mobility of the styling and quality,
location target in the skill so that it covers the customer keen on make advocate.
The business will be proved an winning environment for its workers to perform to
their true potential and also it continue its focus on value creation and enduring
relationship with its partners.
Quality policy:
 The core value of Hero bike crop philosophy is Excellence in quality
 We are committed at all levels to get high quality in what we do,

particularly in our product and services which will meet and exceed
customer growing aspiration through
 Innovation in product, processes and services
 Continuous improvement in our TQM system.
 Team work and responsibility

2.2.6 Product and Service Profile of Hero Motors:
Product profile:
The business sells choice of goods in bikes (two wheeler category). It also
produces and sell standby for the two wheeler
Motorcycles:
Hero Moto crop motorcycles have 18 models of motorcycles across the 100cc,
150cc, 225cc, category.
 shiny
 road
 success
 aim 133 and also aim 135
 CBZ,CBZ Star, CBZ X treme, Hero fresh X treme 2014
 CD 100,CD 100SS, Hero Honda Joy, CD Delux, CD Delux(self Star)
 New HF Dawn, New HF Delux, HF DELUXE, ECO
 Glamour, GlamourF.1.
 Hunk
 The ZMR F1of the Karizma, Karizma
 Passion Pro and the passion plus
 Splendor and Splendor Plus Super Splendor, Splendor Pro,Splendor NXG,
Splendor (iSmart)
 Hero Impulse launched in 2011 after the separation of Hero &Honda. Its Indian’s
first on the road and off the road Bike.
 In 2010 Hero Ignitor opened
 The Hero bike introducing new products of Hero Xtreme Sports. Hero leap
Hybrid scooter, Hero Dash Scooter, Hero RNT Diesel Hybrid Scooter, and HX
250R are launched in 2014-2015

2.2.7 Area of Operation:
Corporate office:
Hero Moto Crop ltd.
34, community Center, BasantLok, VasanthVihar
New Delhi-11057,India.
Tel : +91-11-26142451,26144121 Fax:+91-11-261743321,26143198
Zonal office:
Hero MotoCrop Ltd.
F-126, Katwariasarai, Opp. QuatabInstitutinal Area,
New Delhi-11016, India.
Promoter in Mysore:
DyuthiMysuru Hero
#38, Hunsur Road, Manasagangothri, Mysuru.
Tel; 0821-2411275/2411276 Email: sales @ dyuthimotors.in
Regional offices:
 Chandigarh
 Dehradun
 Jaipur
 Channai
 Lucknow
2.2.8 Infrastructure facilities:

Hero Motors Groupsis well ready with state-of-art developed services. The units is
located at planned location for the exclusive reward for the each place offer. The work
force of commitment professional are capably operating and managing the facilities and
leadings the organization towards the pinnacle of achievement.
The know-how of the Hero Motors is motorized by innovation. creation use of

the original skill, the professionals develop unique products that create great demands in

the market. It’s the Endeavour for the Hero Motors to innovation the most excellent that
will make easy its regulars to acquire the most complicated foodstuffs at the most logical
charge.
Testing and Quality:
The maximum stage of excellence standard is maintained in the procedures and

processes. greatest importance is given on maintaining the optimum level at all levels set
in motion from unrefined objects difficult, beat and period check up to last going over.
The latest machineries are used in entire processes. In house facilities have enabled it to
maintain uniform value standards. Total quality is achieve through achievement of value
administration system.
status of the skill difficult and determine equipment make sure ideal excellence
of the goods the mechanism are the first inspired on computer to make sure correctness
and then bring jointly as division. The business is ready with fatigue difficult
equipments. CMM, metallurgical microscopes and rigidity testers, picture, analyzer,
surface of the tester roughness for ensure the excellence and accuracy.
Validation and Design:
The Hero Motors is prepared with the the majority up to date gear for produce
tools and dies. It is led to the expansion of a extensive variety of inventive crop catering
to the various requirements of the patrons. The business produce the goods later than
significantly analyze the necessity of the clients and provision are residential as per the
difficulty.
The Hero business offer devise choice and dimensional precision as well as cut down
ultimate operation and compact machining supplies.CAD / CAM are done by the newest
software. It possess High force Die casting Machines. The a choice of ranges of castings
are make from good metal. separately from apply innovative technology to cancel out
making error, Hero Motors fit expert oversee the automatic process surrounding the alarm
clock,

2.2.9 Competitors:
Hero Moto Corp: The company has reported sales of 30,73,851 units for the period of
april to September 2013 up by 21.98% compared to 25,19,183 units during the same
period last year.
 Bajaj Auto: the company has sold 19,90,508 units of two wheeler during April to
September 2013 period up by 16.27% compared to 17,11,863 units sold during
the same period last year. Joint sales of brand discover has crossed 5 Million
marks which are remarkable for Bajaj Auto.
 TVS Motors: The company has sold 11,17,253 units during April to September
2013 period up by 15.06% compared to 971039 units in the same last year.
 HMSI: (Honda Motors & Scooter India Ltd) The company has sold 9,22,989
units during the April 2013 to September 2014 period up by 13.21% compared to
8,15,032 units sold in the same period last year.
 Yamaha India: During April to September 2013 the company sold 2,31,032
units up by 34.10% compared to 1,72,299 units sold in the same period last year.
 Suzuki Motorcycle: During the April to September 2013 the company sold
1,68,037 unit up by 39.12% compared to 1,20,720 units in the same period last
year.
 Mahindra Two Wheelers: During the April to September 2013 period the
company same 7 months last year. So after changing the name from Hero Honda
to Hero MotorCrop ltd nothing has been changed in their market performance, so
still they are the market leaders

2.2.10 Future Growth and Prospectus:

Dyuthi Motor corps ltd, dealer and distributors for Hero Bikes, presently has built
the brand of Hero in mysuru district. The firm is doing well in the distributorship at
Mysuru. The firm has a following growth plans:
 The company has a target to increase their market share in the two wheeler
market, hence they are planning to increase their sales by 20% from the present
sales.
 The company has expansion plan and is expected to open another show room at
Bannimantapa, Mysuru
 The company is expecting for a New variety (HERO KARIZMA R) in two

wheeler segment and the firm is planning on its establish and promotion
themselves.
 The company is focusing on customer service and is planning to expand its

service capacity from the present 100 bikes to 300 bikes per day.

2.2.11 SWOT ANALYSIS
STRENGTHS WEAKNESS
 Company name is linked with  Research & Development is not
Automotive market close to the hero manufacturing
 Readymade distribution network plant
was available  Hero recently separated from the
 Technology was already taken from joint venture with Honda
Honda, and the Royalty is paid.  Brand name of the Hero motor crop
 Marketing framework is adopted as itself has no influence in the
in prior firm Hero Honda automobile industry.
 Excellent after sales service.
 High technology and cost of
maintenance is low.
OPPORTUNITIES THREATS
 Global expansion  Japanese products are cheaper.
 Expansion for un-captured market  After separation Honda becomes
(include women) the competitor
 Flexible Government export policy  Bajaj motor is already a strong
to boost worldwide competitor
 New they can fallow and
distribution channel and select any
vendor for its components.

2.2.12 FINANCIAL STATEMENT
Balance Sheet - Hero Monocarp Ltd.

Rs (in Crores)
Particulars Mar'15 Mar'14 Mar'13 Mar'12 Mar'11
Liabilities 12 Months 12 Months 12 Months 12 Months 12 Months
Share Capital 39.94 39.94 39.94 39.94 39.94
Reserves & Surplus 6501.39 5559.93 4966.30 4249.89 2916.12
Net Worth 6541.33 5599.87 5006.24 4289.83 2956.06
Secured Loan .00 .00 302.16 994.85 1458.45
Unsecured Loan .00 .00 .00 .00 32.71
TOTAL LIABILITIES 6541.33 5599.87 5308.40 5284.68 4447.22
Assets
Gross Block 4697.98 3761.52 4427.29 6308.26 5538.46
(-) Acc. Depreciation 1785.29 1518.27 1356.31 2522.75 1458.18
Net Block 2912.69 2243.25 3070.98 3785.51 4080.28
Capital Work in Progress 712.55 854.11 62.09 193.95 125.14
Investments 3154.11 4088.77 3623.83 3964.26 5128.75
Inventories 815.49 669.55 636.76 675.57 524.93
Sundry Debtors 1389.59 920.58 665.00 272.31 130.59
Cash and Bank 159.25 117.50 181.04 76.82 71.52
Loans and Advances 1378.02 1203.54 1401.95 926.99 783.48
Total Current Assets 3742.35 2911.17 2884.75 1951.69 1510.52
Current Liabilities 3180.69 2903.12 2893.39 3520.66 5316.40
Provisions 799.68 1594.31 1439.86 1090.07 1081.07
Total Current Liabilities 3980.37 4497.43 4333.25 4610.73 6397.47
NET CURRENT ASSETS -238.02 -1586.26 -1448.50 -2659.04 -4886.95
Misc. Expenses .00 .00 .00 .00 .00
TOTAL ASSETS(A+B+C+D+E) 6541.33 5599.87 5308.40 5284.68 4447.22
Resource: www.indiatimes.com

3.1 INTRODUCTION
The potential responsibility of advancing similarly as gaining centered edge has been
recognized by organization of various powerful associations along these lines; the thought
in regards to this specific domain of business practice has wound up more conspicuous
than at whatever time in late memory (Egan, 2007). In like way, today most by far of the
thoughts associated with advancing, for instance, promoting blend, thing life-cycle, insect
& SWOT examination, Porter's 5 qualities, Value-Chain examination and alien pull in
most excitement that is whatever time period late memory and this advertising thoughts
is finding their helpful relevance among expand numeral of associations.
Promoting combine, likewise called 4Ps could be decorated it is one of the significant
thoughts in publicity and spotlights between four sections of the industry sharpen: thing,
quality, headway and spot (Klein, 2007). The judicious usage of publicizing merge by
affiliations contrasts as for each of the size, chosen commerce events, land zone, alert
edge and a degree of diverse parts.
3.2 Development of Marketing Mix Strategy:
Kitchen (2010) instructs that the theory with respect to promoting blend has created from
a considered 'blender of fixings' in the midst of the examination of showcasing costs
coordinated in 1947 and 1948. The rule of 'blender of fixings' included dismembering
distinctive business strategies and promoting attempts looked at as "fixings" solely to
discover the greatest blend used for the change of the company. The thought of
'showcasing blend' was exhibited in the midst of 1950s and at initially proposed different
technique for coordinated effort (Borden, 1964).
At first there were 12 parts within the showcasing blend thought exhibited by Borden:
item arranging; evaluating; marking; channels of circulation; individual offering;
advertising; advancements; bundling; show; adjusting; physical taking care of; and truth
finding and investigation (Goi, 2009).
Frey (1961) recommended partitioning these components into two gatherings, viz.
offering and techniques and devices. In like way, offering cluster contained thing,
packaging, brand, expense and organization, however the segments of systems and

gadgets social affair were dispersal channels, singular offering, publicizing, bargains
headway and notoriety.
About this instance latest theory of such a character happening to be displayed by various
experts. 3 sections of advertising blend, viz. the merchandise and administrations blend,
the circulation and correspondence blend.
In any case, the most common sort of advertising blend has a spot with McCarthy which
adjustment of Borden's showcasing blend & involves 4 parts: item, value, advancement,
and spot. The majority of the speculative & sensible examines on different parts of
advancing blend have been established on this specific portrayal of showcasing blend.
Moreover, a champion amongst the most respected advancing researchers Kotler

exhibited 2 extra 'P's those are political force & general supposition. a further liberal
responsibility of the speculation was begun in the year 1999, who incorporated of the
segment of personalization.
Regardless, it value as seen that no "P" including have been seen by a few appreciated
scientist from the latest a long time possibly due to the way that the thought of advertising
blend has stood up to a broad assortment of input starting late as a result of its weakness
to develop customer associations, and tolerating the customers to be inert, and what's
more slighting growing customer wants.
3.3 Description of Marketing Mix:
Advertising Mix is not an exploratory hypothesis, but instead just a connected structure
that recognizes the marketing manager makes key decision based on outlining the
offerings to suitable customers’ wants.
With a particular finished objective to clear up the level of utilization of advertising blend
framework by marketing& shrewd thought to give the elucidation of the thought as
proposed by various esteemed scientists in the ground of advancing, moreover give
fundamental examination of some of their responsibilities.

Kumar (2010) keeps up that taking in the wake of promoting variables should be
described and dismembered with a particular finished objective to grasp the advertising
blend procedures is the more beneficial way:
Initially, outline & bundling are available to enhance its items. it must be done
considering the method for the thing and the cravings of the market goals and objective.
The thing is away for. This definite show particularly relate the investigation in a way that
the force of diagram and covering in retail business M&S works in is more immense
stood out from various diverse business endeavors.
Besides, finding is the most fitting evaluating system. Specifically, determination should
be made by the association from the open esteeming frameworks of business part drove
assessing, esteem wars, passage, evaluating. This admonish prescribed has starting now
been gotten by M&S and likewise an expansive segment of its genuine opponents, for
instance, some associations have arranged their position in the business area primarily as
demonstrated by their esteeming methodology.
Finally choices identified with area of the organization and its different company forms.
Starting here of perspective it can be communicated that the hugeness of range similarly
as advantage help is totally seen by M&S furthermore by far most of its opponents.
Fourthly, routes in which the organization is going to advance its items. As showed by
Belch and Belch (2003) the some portion of headway has extended through and through
by virtue of growing level of contention, and thusly M&S, close by its genuine
adversaries contribute critical measure of financial resources for unique purposes.
The above dialogs show that Kumar's (2010) duty to the subject that advancing blend and
what's more the dedication of various other fashionable promoting & simply talk about
the parts of advertising blend that starting now have been perceived by associations and
extensively used as a piece of solicitation to get forceful edge in the business focus.
Moreover, they generally focus on four standard sections of advertising blend (thing,
quality, headway and spot) not giving due hugeness to exchange Ps, for instance, people,
process and physical verification.
The convenient usage of showcasing blend thought can be cleared up through "a firm can
vary its changing in order to advance blend any one or a more noteworthy measure of

these fixings. In this way, a firm may use one showcasing blend to reach to one target
market and a second, by some methods particular elevating blend to reach to another
target market. This declaration reveal the elasticity of advancing blend parts in way that
advertising blend methodology got by associations, for instance, M&S don't should be
broad and resolute, and they should be changed in accordance with different markets,
considering the characteristics of each individual business segment.
As indicated by Goi (2009) promoting blend turned into an effective and famous idea
because of the accompanying three reasons:
Firstly, showcasing blend makes promoting simple in hypothetical and commonsense

levels. Generally, the thought of showcasing might have all the earmarks of being
uncertain and jumbled to the general group. Regardless, the illumination of showcasing
through advertising blend makes the whole thought of advancing direct moreover assists
with sensible utilization of advancing thoughts by various social affairs in order to secure
forceful edge.
Furthermore, promoting blend gives a system so as to partition advertising exercises of

firms in different trade exercises. In now a day’s puzzled company atmosphere fresh
selling thoughts and theory are developing that are away to help associations to get
feasibility at various levels.
3.4 Advantages of Marketing Mix:
1. Helps in goods & services satisfaction to the customer's
2. Develops the brand name & image
3. Improve the product line & depth
4. flexible in distribution
5. Give better output in advertising

3.5 Disadvantages of Marketing Mix:
1. The marketing mix is a long run process to it is more economical due to it many
company will not find it flexible to implement it
2. The marketing mix requires experts to implement is accurately, so it needs to the out
sourced
3.6 Factors influencing Marketing Mix:
1. Financing factors
2. Competitor factors
3. Technology factors
3.7 Part of Marketing Mix in drawing in the customer and customer

maintenance:
A progression of scientists have researched the piece of showcasing blend in pulling in

fresh consumers& growing the eve of unwavering quality of present client holding. The
investigations of such an environment can be isolated into two gatherings.
The main scientists gathering, for example, these makes attempt to associate between the
usage of advertising blend procedure by the organizations and the effect of showcasing
blend techniques as far as customer appeal and preservation.
Generally, there are no enormous complexities in the completions of works in this

heading and they demonstrate that the productive execution of advertising blend system
to the extent customer interest and support does not depend on whereupon element(s) of
advancing blend the association concentrates on as a wellspring of forceful edge, yet it
fundamentally depends on upon the level of sufficiency and efficiency by which the
association is looking for after its picked method.

In that limit, as indicated by creators from this collecting the perspective which conveys
that focusing on progress fragment of advancing blend for client hobby and upkeep is
more sensible than focusing on spot portion for case, is invalid. Additionally, paying little
notice to the decision of promoting blend parts as a wellspring of focused edge,
affiliations ought to get productive measures and feasibly finish them on the off chance
that they plan to enhance the level of client hobby and upkeep.
The second gathering of analysts that incorporate Moller (2006), Kurtz et al (2009), Fill
(2006), Egan (2007) and others, of course, don't explore the impact of advertising blend
in customer interest and upkeep particularly. Or maybe, these investigators focus on
general sufficiency of the thought, in a general sense looking at its authenticity in the
present business area environment.
In any case, meanwhile, the previously stated makers from the second assembling don't
offer to discharge advancing blend thought as invalid absolute. Or maybe, the makers
keep up considering additional segments inside and external variables likewise when
settling on decision related to the parts of promoting blend.

ANALYSIS AND INTERPRETATION OF DATA

Data collection is the efficient recording of data and analysis of data includes
clarifying those examples and patterns.
Examining overview information is a critical and energizing stride in the review

process. The time you might uncover vital truths about your clients, reveal patterns that
you may not generally have known existed, or give verifiable certainties to bolster your
arrangements. By doing inside and out information examinations, it can be start to
recognize connections between different information that will offer you some assistance
with understanding more about your respondents, and aide you towards better choices.
The research study is descriptive in nature. Sample techniques are sampling is

used stratified non-probability sampling is adopted for selected consumers of Mysore
city, Karnataka. Every respondent is taken as unit of sample. The opinion is selected
from 50 respondents.

1. Are you aware of Hero HF DAWN bike?

Table 4.1
Responses No of respondents Percentage %
Yes 50 100
No 0 0
TOTAL 50 100
Graph 4.1
Series1, No, 0,
0%
Yes
No
Series1, Yes,
100, 100%
INTERPRETATION: From the above table it is found that with respect to the aware of
Hero HF Dawn bike, cent percent of the respondents opines Yes and none of the
respondents says No.
INFERENCE: Therefore maximum number of respondents opines Yes with respect to

the aware of Hero HF Dawn bike.

2. How did you come to know about Hero HF dawn?
Table 4.2
Response Frequency Percentage

Advertisement 20 40
Bike experts 4 8
From friends, relatives 25 50
Auto Magazines 1 2
Total 50 100
Graph 4.2
Series1, From
friends, relatives,
Percentage
Series1,
50
Advertisement,
40
Series1, Bike
experts, 8 Series1, Auto
Magazines, 2
Response
INTERPRETATION: From the above table it is found that with respect to that how they
come to know about Hero HF Dawn bike, 40 percent of respondents are say
advertisement, 50 percent of them chose that from friends & relatives, 8 percent of them
say bike experts and only 2 percent of them say from auto magazines.
INFERENCE: Therefore maximum number of respondents opines that from friends &
relatives and also through advertisement they came to know about Hero HF Dawn bike.

3. What do you like in HF dawn?
Table 4.3
Quality 10 20
Price 18 36
Style 8 16
Mileage 14 28
Total 50 100
Graph 4.3
Percentage
Series1, Price,
36 Series1,
Series1, Quality Mileage, 28
, 20 Series1, Style,
16
Response
INTERPRETATION: From the above table it is found that with respect to that what
they like in Hero HF Dawn, 20 percent of respondents are say quality, 36 percent of them
chose price, 16 percent of them say style and 28 percent of them say mileage.
INFERENCE: Therefore maximum number of respondents opines that the reason to like
Hero HF Dawn bike is mainly because of price.

4. Which promotional tools are more effective for HF dawn in brand awareness’?
Table 4.4
Marketing 23 46
Public selling 8 16
Direct Marketing 9 18
Sales promotion 10 20
Total 50 100
Graph 4.4
Percentage
Series1,
Advertising, 46
Series1, Direct Series1, Sales

Series1, Public promotion, 20
selling, 16 Marketing, 18
Response
INTERPRETATION: From the above table it is found that with respect to that Which
promotional tools are more effective for HF dawn in brand awareness, 46 percent of
respondents are say marketing, 36 percent of them opine public selling, 18 percent of
them say direct marketing and 20 percent of them say sales promotion.
INFERENCE: Therefore maximum number of respondents opines that marketing is the

promotional tool which is more effective for HF dawn in brand awareness.

5. Do you think discount offer made by the company is beneficial for you?
Table 4.5
Yes 34 68
No 16 32
TOTAL 50 100
Graph 4.5
Series1, No, 32,

32%
Series1, Yes, 68, Yes

68% No
INTERPRETATION: From the above table it is found that with respect to that whether
they think discount offer made by the company is beneficial for them, 68 percent of
respondents opine yes and 32 percent of respondents opine No.
INFERENCE: Therefore maximum number of respondents opines that discount offer

made by the company is beneficial for them to buy Hero HF Dawn bike and will be more
influences to purchase.

6. Will you purchase HF dawn if company provides financial facility/installment

facility?
Table 4.6
Responses No of respondent Percentage %
Yes 35 70
No 15 30
TOTAL 50 100
Graph 4.6
Series1, No, 30,

30%
Yes
Series1, Yes, 70,
70% No
INTERPRETATION: From the above table it is found that with respect to that will they
would like to purchase HF dawn if company provides financial facility/installment
facility, 70 percent of respondents opine Yes and 30 percent of respondents opine No.
INFERENCE: Therefore maximum number of respondents opines that they would like
to purchase Hero HF Dawn bike if the company provides financial facility or installment
scheme which makes convenient.

7. Which of the following tools are more effective to promote Hero HF dawn
according to you?
Table 4.7
Marketing 38 76
Public relation 2 4
Sales promotion 5 10
Direct marketing 5 10
Total 50 100
Graph 4.7
Series1,
Advertising, 76
Percentage
Series1, Sales Series1, Direct

Series1, Public promotion, 10 marketing, 10
relation, 4
Response
INTERPRETATION: From the above table it is found that with respect to them what
are the tools which are more effective to promote Hero HF dawn, 76 percent of
respondents are say marketing, 4 percent of them opine public relation, 10 percent of
them say sales marketing and 10 percent of them say direct marketing.
INFERENCE: Therefore maximum number of respondents opines that marketing is

more effective tool to promote Hero HF dawn.

8. Do you think promotion through social networking websites will be helpful for
Hero HF dawn?
Table 4.8

Yes 45 90
No 5 10
TOTAL 50 100
Graph 4.8
Series1, No, 10,

10%
Yes
No
Series1, Yes, 90,
90%
they think promotion through social networking websites will be helpful for Hero HF
dawn, 90 percent of respondents opine Yes and only 10 percent of respondents opine No.
INFERENCE: Therefore maximum number of respondents opines that promotion

through social networking websites will be helpful for Hero HF dawn.

9. If Hero HF DAWN is to be endorsed by celebrity will it affect your purchasing

decision?
Table 4.9

Yes 22 44
No 28 56
TOTAL 50 100
Graph 4.9
Series1, Yes, 44,

44%
Series1, No, 56,
Yes
56%
No
INTERPRETATION: From the above table it is found that with respect to that if Hero
HF DAWN is to be endorsed by celebrity will it affect their purchasing decision, 56
percent of respondents opine Yes and 44 percent of respondents opine No.
INFERENCE: Therefore maximum number of respondents opines that if Hero HF

DAWN is to be endorsed by celebrity will be affecting their purchasing decision.

10. Do you think Hero being a franchise in IPL will be beneficial for promotion of
HF dawn?
Table 4.10
Responses No of respondents Percentage %
Yes 36 72
No 14 28
TOTAL 50 100
Graph 4.10
Series1, No, 28,

28%
Yes
Series1, Yes, 72,
72% No
INTERPRETATION: From the above table it is found that with respect to that do they
think Hero being a franchise in IPL will be beneficial for promotion of HF dawn, 72
percent of respondents opine Yes and 28 percent of respondents opine No.
INFERENCE: Therefore maximum number of respondents opines that if Hero being a

franchise in IPL will be beneficial for the promotion of Hero HF dawn.

11. Whether Punch line "PUBLIC KA APNA TRANSPORT" for Hero HF Dawn
makes some identification for promotion?
Table 4.11

Yes 28 56
No 22 44
TOTAL 50 100
Graph 4.11
Series1, No, 44,

44%
Series1, Yes, 56,
56% Yes
No
Punch line "PUBLIC KA APNA TRANSPORT" for Hero HF Dawn makes some
identification for promotion, 56 percent of respondents opine Yes and 44 percent of
respondents opine No.
INFERENCE: Therefore maximum number of respondents opines that the punch line
"PUBLIC KA APNA TRANSPORT" for Hero HF Dawn makes some identification for
promotion.

12. Which system of sales promotions do Hero companies use to move forward sales
of HF dawn?
Table 4.12
Price off 6 12
Discount 8 16
Premium 3 6
Extra Quantity 27 54
Others 6 12
TOTAL 50 100
Graph 4.12
Series1, Extra
Quantity, 54
Percentage
Series1,
Series1, Price Discount, 16 Series1, Others,
off, 12 Series1, 12
Premium, 6
Response
INTERPRETATION: From the above table it is found that with respect to that use what
kind of mode to sales promotions do Hero firm use to drive marketing of HF dawn, 12
percent of respondents are say price off, 16 percent of them opine discount, 6 percent of
them say premium, 54 percent of them chosen extra premium and 12 percent of them say
other reason.
INFERENCE: Therefore maximum number of respondents opines that extra quantity is
the different types of sales advertisings do Hero firms use to momentum trades of HF
dawn.

13. Which is the best method of sales promotions is more effective to motivate
customers to buy the HF dawn?
Table 4.13
Price off or Discount on product 19 38
Offers/ discount on spare parts 7 14
Premium 5 10
Exchange offers 11 22
If any 8 16
TOTAL 50 100
Graph 4.13
Percentage
Series1, Price
off or Discount
on product, 38 Series1,
Series1, Offers/ Exchange
discount on offers, 22 Series1, If any,
Series1, 16
spare parts, 14
Premium, 10
Response
INTERPRETATION: From the above table it is found that with respect to that what
types of sale promotions is highly effectual to motivate consumers to purchase the HF
dawn, 38 percent of respondents are say due to price off or discount on product, 14
percent of them opine offers/discount on spare parts, 10 percent of them say premium, 22
percent of them chosen exchange offers and 16 percent of them say if any other reason.
INFERENCE: Therefore maximum number of respondents opines that price off or

discount on product is the technique of sales promotions is supplementary efficient to
motivate clients to purchase the HF dawn.

14. Do you get timely information of sales promotion method from retailers/dealers?
Table 4.14
Always 10 20
Often 32 64
Sometime 6 12
Never 2 4
Total 50 100
Graph 4.14
Series1, Often,
64
Always
Percentage
Often
Sometime
Never
Series1, Always,
20 Series1,
Sometime, 12 Series1, Never,
4
Response
INTERPRETATION: From the above table it is found that with respect to that do they
get timely information of sales promotion method from retailers/dealers, 20 percent of
respondents are say always, 64 percent of them opine often, 12 percent of them say
sometime and 4 percent of them say never.
INFERENCE: Therefore maximum number of respondents opines that they get timely
information of sales promotion method from retailers/dealers.

15. When you are willing to buy the products?
Table 4.15
On festival session sale 8 16
On year end sale 13 26
Any time 29 58
TOTAL 50 100
Graph 4.15
Series1, On
festival session
sale, 16, 16%
Series1, On year
On festival session sale
Series1, Any end sale, 26,
time, 58, 58% On26%
year end sale
Any time
INTERPRETATION: From the above table it is found that with respect to that when
they are willing to buy the products of Hero, 58 percent of respondents say at any time,
26 percent of them opine on year end sale and 16 percent of them say on festival session
sale.
INFERENCE: Therefore maximum number of respondents opines that at any time they
are willing to buy the products of Hero.

16. Which strategy motivates you to buy the product?
Table 4.16
Mileage 14 28
Cubic capacity 3 6
Quality & Quantity 29 58
Price & Offers 4 8
Total 30 100
Graph 4.16
Series1, Quality
& Quantity, 58
Percentage
Series1, Mileage,
28
Series1, Cubic Series1, Price &

capacity , 6 Offers, 8
Response
INTERPRETATION: From the above table it is found that with respect to that which
strategy motivates them to buy the product, 28 percent of respondents are say because of
mileage, 6 percent of them opine cubic capacity, 58 percent of them say quality &
quantity and 8 percent of them say price & offers.
INFERENCE: Therefore maximum number of respondents opines that quality &

quantity strategy motivates them to buy the product.

17. What is your felling about the service?
Table 4.17
Satisfied 41 82
Unsatisfied 09 18
TOTAL 50 100
Graph 4.17
Series1,
Unsatisfied, 18,
18%
Satisfied
Series1, Unsatisfied
Satisfied, 82,
82%
INTERPRETATION: From the above table it is found that with respect to that their
felling about the service, 82 % of respond are satisfied and 18 % of people are unsatisfied.
INFERENCE: Therefore maximum number of respondents opines that their felling

about the service is satisfied.

18. Rate your experience of service provided in insurance & registration.
Table 4.18

Satisfied 32 64
Unsatisfied 18 36
TOTAL 50 100
Graph 4.18
Series1,
Unsatisfied, 36,
36%
Series1, Satisfied
Satisfied, 64,
Unsatisfied
64%
INTERPRETATION: From the above table it is found that with respect to the rating of
their experience of service provided in insurance & registration, 64 % of customeropinion
are satisfied and 36 % of them said unsatisfied.
INFERENCE: Therefore maximum number of respondents opines that their experience

of service provided in insurance & registration is satisfied.

19. Rate your experience on salesman of product?
Table 4.19
Satisfied 36 72
Unsatisfied 14 28
TOTAL 50 100
Graph 4.19
Series1,
Unsatisfied,
28, 28%
Satisfied
Series1,
Satisfied, 72, Unsatisfied
72%
INTERPRETATION: From the above table it is found that with respect to the rating of
their experience on salesman of product, 72 % of respondents are satisfied and rest them
said unsatisfied.
INFERENCE: Therefore maximum number of respondents opines that their experience

on salesman of product is satisfied.

20. How do feel about the Hero HF dawn bike?
Table 4.20
Excellent 6 12
Satisfaction 18 36
Unsatisfaction 8 16
Same like other vehicles 12 24
Total 50 100
Graph 4.20
Percentage
Series1,
Satisfaction, 36 Series1, Same
Series1, like other
Unsatisfaction, vehicles, 24
Series1, 16
Excellent, 12
Response
INTERPRETATION: From the above table it is found that with respect to that feel
about the Hero HF dawn bike, 12 percent of respondents say excellent, 36 percent of
them opine satisfactory, 16 percent of them say unsatisfactory and 24 percent of them say
it is same like other vehicles.
INFERENCE: Therefore maximum number of respondents is satisfied with overall

feeling about the Hero HF dawn bike.

5.1 SUMMARY OF FINDINGS

1. It is observed that maximum number of respondents (100%) opines Yes with
respect to the aware of Hero HF Dawn bike.
2. It is observed that maximum number of respondents (50%) opines that from
friends & relatives and also through advertisement they came to know about Hero
HF Dawn bike.
3. It is found that maximum number of respondents (36%) opines that the reason to
like Hero HF Dawn bike is mainly because of price.
4. It is observed that maximum number of respondents (46%) opines that marketing
is the promotional tool which is more effective for HF dawn in brand awareness.
5. It is found that maximum number of respondents (68%) opines that discount offer
made by the company is beneficial for them to buy Hero HF Dawn bike and will
be more influences to purchase.
6. It is observed that maximum number of respondents (70%) opines that they would
like to purchase Hero HF Dawn bike if the company provides financial facility or
installment scheme which makes convenient.
7. It is cleared that maximum number of respondents (76%) opines that marketing is
more effective tool to promote Hero HF dawn.
8. It is observed that maximum number of respondents (90%) opines that promotion
through social networking websites will be helpful for Hero HF dawn.
9. It is found that maximum number of respondents (56%) opines that if Hero HF
DAWN is to be endorsed by celebrity will be affecting their purchasing decision.
10. It is concluded that maximum number of respondents (72%) opines that if Hero
being a franchise in IPL will be beneficial for the promotion of Hero HF dawn.
11. It is observed that maximum number of respondents (56%) opines that the punch
line "PUBLIC KA APNA TRANSPORT" for Hero HF Dawn makes some
identification for promotion.
12. It is cleared that maximum number of respondents (54%) opines that extra
quantity is the method of sale promotions do Hero firm use to moves sales of HF
dawn.

13. It is found that maximum number of respondents (38%) opines to facilitate price
off or concession on product is extra helpful to motivate consumers to buy the HF
dawn.
14. It is concluded that maximum number of respondents (64%) opines that they get
timely information of sales promotion method from retailers/dealers.
15. It is observed that maximum number of respondents (58%) opines that at
anytimethey are willing to buy the products of Hero.
16. It is cleared that maximum number of respondents (58%) opines that quality &
quantity strategy motivates them to buy the product.
17. It is found that maximum number of respondents (82%) opines that their felling
about the service is satisfied.
18. It is observed that maximum number of respondents (64%) opines that their
experience of service provided in insurance & registration is satisfied.
19. It is cleared that maximum number of respondents (72%) opines that their
experience on salesman of product is satisfied.
20. It is concluded that maximum number of respondents (36%) are satisfied with
overall feeling about the Hero HF dawn bike.

5.2 SUGGESTIONS
 It would be suggested that HERO may more emphasize on the pricing aspects.
 I experienced that design too plays a leading role, hence I would suggest
improving on the designs, with a motive to deliver at affordable prices.
 It is suggested that Marketing and Sales Strategies be made for attracting youth
can fetch better sales.
 I would be suggested Hero Company should adopt innovative marketing strategy
to attract the youth in order to increase the sales.
 I would be suggested Hero Company provide financial facilities HF dawn sales
improve.
 I would be suggested to develop dealers by providing training facility for
continues improvement in moral aspects is needed.
 The Hero Company has to find new places for the business development by
establishing new authorized dealerships.
 I would suggest the Hero company showrooms have to maintain the proper
space in displaying the products.

5.3 CONCLUSION
Sales promoting is a foremost tool which each and every institution has to observe with a
purpose to increase their income, company picture and market share. For a powerful
revenue promotion the group must motivate their revenue drive. It is one of the
exceptional instruments to inform the public about the new products necessities and his
main. Using revenue advertising the group can increase their earnings inside a short
period of time.
 In the study it has been observed that hero HF dawn created good image.
 I have conclude that customer have 36% positive opinion about HF dawn.
 The main reason for this achievement is quality and price offers to the customer.
 I conclude that experience of the sales man of product 72% respondent have
satisfied so sales promotional activity effected on hero HF dawn product.
 Finally to conclude the sales promotional techniques used by hero HF dawn is
effective.

BIBLIOGRAPHY
Books referred:
 Kotler Philip, “Marketing Management: Analysis, Planning, Implementation and
Control,” 9th ed., Prentice Hall of India, 1997.
 Kothari C. R, Research Methodology: Methods & Techniques, 2nd Edition, New
age, New Delhi, 2009.
 MalhotraNaresh K, Marketing Research: Applied Orientation, 5th Edition, Person
Pub, New Delhi, 2007.
 Nargundakar, Rajendra, Marketing Research: Text and Cases, TMH, New Delhi,
2007.
 Paul Shrivastava, Environmental technologies and competitive advantage,
Strategic Management Journal, 16(S1): 183-200, 1995.
 Nagar, K. Evaluating the effect of consumer sales promotions on brand loyal and
brand switching segments, J. Business Perspectives, 13(4): 211-222, 2009.
 Kotler, P., G. Armstrong, V. Wong and J. Saunders, Principles of Marketing (5th
edition), Prentice Publications, pp. 7-17, 2009.
 Smith, T.M., S. Gopalakrishna and S. Smith, The complementary effect of trade
shows on direct selling, international J. Research in Marketing, 21: 61-74.
Articles:
 Raj Kumar Gautam&Raghbir Singh. Marketing Mix Strategies of Small
Manufacturers of India: Punjab Experience. Management and Marketing Journal,
2011, vol. IX, issue 2, pages 195-216
 Dr. N.C. Bansal&Sunil Kumar. Marketing Mix Strategies and Indian Cement
Sector. International Journal of Emerging Research in Management &Technology
ISSN: 2278-9359.
 Khan, Shireen. Marketing mix strategy adaptation: a retail organization’s response
to the global economic downturn. http://hdl.handle.net/123456789/359.

Internet sources:
 http://smallbusiness.chron.com/consumer-perception-theory-40176.html
 http://www.ehow.com/about_6561090_consumer-perception-theory.html
 http://business-fundas.com/2011/the-4-ps-of-marketing-the-marketing-mix-
strategies/
 http://www.mindtools.com/pages/article/newSTR_94.htm
 http://www.heromotocorp.com/en-in/
 www.heromotors.com
 Www.wikipedia.com
 www.informaworld.com
 www.businessworld.com
 www.iss.sagepub.com
 www.indiatimes.com
 www.altiusdirectory.com
 www.heromotors.co.in
 www.en.wikipedia.org

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A STUDY ON THE STRATEGY`s TO IMPROVE THE

SALES OF HERO HF DAWN

Thus Consequently Marketing is a coordinating procedure by which a maker gives

Market mix tactic:

Department of MBA, VVIET, Mysuru Page 1

Advancing is a genuine boundary & lessons of achievement strategy for making,

Four Basic Features of Modern Marketing:

 Modern marketing is consumer oriented by identifying the unsatisfied needs and

 Modern marketing which precedes and also succeeds the production.

 Modern marketing is also considered as the guiding element of any businesses.

Product Mix Strategy:

 Life cycle of the product.

Market Mix pricing

The value of an item can be altered from numerous points of view. It is an

 Sell price of the product.

Place or Distribution Marketing Mix:

Place/Distribution Marketing Mix means the distribution of the product to the

Advertising Mix Strategy:

Advancement mix technique manages the accessible apparatuses for marketing

Department of MBA, VVIET, Mysuru Page 3

 deal Events with Fairs

Sale Mix approach:

 Process of decision making

 Market reaction to the cost of product

 Costomer reply to the support of goods.

 Profit role and strategies.

 watching of the behavior

Promotion Strategy Vs. Promotion Mix Strategy:

Department of MBA, VVIET, Mysuru Page 4

Marketing Mix Strategy (Long term):

 Growth of revenue regularly with stable things

 Maintaining strong dealings with distributors, dealers etc.

Marketing Mix Strategy (Short term):

 Makes immediate profit of product

 straight and irrefutable results

 The effect is short-term in nature.

1.2 STATEMENT OF THE PROBLEM

1.3 NEED FOR THE STUDY

In current circumstance in one industry as well as all segments are confronting

Department of MBA, VVIET, Mysuru Page 5

advancement. The commitment of offers advancement system is critical in present time to

1.4 OBJECTIVES OF THE STUDY

 To understand the effectiveness of the promotional activities of Hero HF Dawn.

 To evaluate the sales promotional strategies adopted by the company.

 To identify the opportunities and threats in the product positioning factors,

1.5 SCOPE OF THE RESEARCH STUDY

Department of MBA, VVIET, Mysuru Page 6

1.6 RESEARCH METHODOLOGY

Research Design of the study:

The research study adopt both exploratory & descriptive in nature.

Sampling techniques used is stratified non-probability sampling to select

Data collection tools used for data;

Department of MBA, VVIET, Mysuru Page 7

Questionnaires are personally administered to consumers on random basis. The

1.7 LITERATURE REVIEW

Department of MBA, VVIET, Mysuru Page 8

Department of MBA, VVIET, Mysuru Page 9

1.8 LIMITATIONS OF THE STUDY

c. Because of time constraint the study was limited to only to 50 Respondents.

e. Some more information regarding companies working, financial figures,

Department of MBA, VVIET, Mysuru Page 10

2.1 INDUSTRY PROFILE

2.1.1 History of Motorcycle