Internship Report of Yamaha

SUMMER TRAINING REPORT SUBMITTED TOWARDS THE PARTIAL
FULFILLMENT OF POST GRADUATE DEGREE IN INTERNATIONAL BUSINESS
STRATEGIES PROMOTING : YAMAHA RAY

& RAY Z
SUBMITTED BY:
SWATI JAIN
MBA-IB (2012-2014)
Roll No. : A1802012221
INDUSTRY GUIDE FACULTY GUIDE
Ms. SWATI KUMAR, Prof. AJEET SHARMA,

Manager - CS & Education Department, Professor, AIBS, Yamaha
Motor India Sales Pvt. Ltd. AUUP
A - 3, Industrial Area, Noida - Dadri Road,
Surajpur – 201306
Distt. Gautam Budh Nagar (U.P)
AMITY INTERNATIONAL BUSINESS SCHOOL, NOIDA
AMITY UNIVERSITY – UTTAR PRADESH
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CERTIFICATE OF REPORTING
This is to certify that Ms._Swati Jain_, a student of Post Graduate Degree in

__MARKETING_(MBA IB)__, Amity International Business School, Noida has worked in the
_YAMAH MOTOR INDIA SALES PVT LTD_, under the able guidance and supervision of
Ms.___ Swati Kumar _________, designation__ Manager - CS & Education Department,
Company__ YAMAH MOTOR INDIA SALES PVT LTD ___.
The period for which he/ she was on training was for __8__weeks, starting from
_09/05/2013___to __09/07/2013__. This Summer Internship report has the requisite standard for
the partial fulfillment the Post Graduate Degree in International Business. To the best of our
knowledge no part of this report has been reproduced from any other report and the contents are
based on original research.
Signature Signature
(Faculty Guide) (Student)
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ACKNOWLEDGEMENT
I express my sincere gratitude to my industry guide Ms. Swati Kumar, (Designation) Manager
- CS & Education Department, (Company) Yamaha Motor India Sales Pvt. Ltd, for his/her
able guidance, continuous support and cooperation throughout my project, without which the
present work would not have been possible.
I would also like to thank the entire team of Oswal Auto Azadpur a Yamaha Bike Station for
the constant support and help in the successful completion of my project.
Also, I am thankful to my faculty guide Prof. Ajeet Sharma of my institute, for her continued
guidance and invaluable encouragement.
Signature
(Student)
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TABLE OF CONTENTS
Executive Summary ...................................................................................................................
Introduction ................................................................................................................................
Objectives………………………………………………………………..………...........
Methodology……………………………………………………………………………
Chapter 1- Industry profile…………………………………………………………………...
The Indian Automobile Industry – An Overview………………………………………
Market Share of Domestic Automobile Industry………………………………………
Production Overview…………………………………………………………………...
Domestic Sales………………………………………………………………………….
Two wheeler Industry - An Overview...…………………………………………….….
Market Share of Two wheeler Industry………………………………………………..
Driving Force of the Sector……………………………………………………………..
Major Companies……………………………………………………………………….
Sales and Market Share of Major Companies…………………………………………..
Sales and Market Share of Motorcycles, Scooters and Mopeds……………………….
Price Mechanism and Trends of Two Wheeler Industry…..…………………………...
Swot Analysis of Two Wheeler Industry……………..………………………………..
Chapter 2- Company Profile…………………………………………………………………
Yamaha Global ………....……………………………………………………………...
Brand Slogan……………………………………………………………………………
Peak into Yamaha Motor Corp…………………………………………………………
Yamaha India…………………………………………………………………………...
Vision…………………………………………………………………………………...
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Mission………………………………………………………………………………….
Core Competencies…………………………………………………………………..…
Corporate Philosophy…………………………………………………………………..
Organisational structure………………………………………………………………..
Product Line in India…………………………………………………………………..
Production Centres…………………………………………………………………….
Demand - Supply Statistics of Yamaha Product Line ………………………………...
Financial Statement Analysis ........……………………………………………………
Swot Analysis of Yamaha……………………………………………………………...
Dealership……………………………………………………………………………...
Chapter 3- Marketing Management at Yamaha…………………………………………...
Yamaha Rays - An Overview ………………………………………………………...
Yamaha Ray - 4 P's of Marketing ……………………………………………………
Yamaha Ray - STP …………………………………………………………………...
An Eye on Competitors……………………………………………………………….
CRM Strategies……………………………………………………………….……….
Brand Management……………………………………………………………………
Marketing Channel……………………………………………………………………
Sales Promotion and Personal Selling………………………………………………...
Factors Affecting Buying Behaviour………………………………………………….
PLC of Yamaha RAY and RAY Z……………………………………………………
Chapter 4- Conclusion…………………………………………….………………………...
Findings………………………………………………………………………………
Analysis………………………………………………………………………………
Recommendation…………………………………………………………………….
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Case Study……………………………………………………………………………
Abbrevations……………………………………………………………………….....
References…………………………………………………………………………….
Annexures……………………………………………………………………………..
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EXECUTIVE SUMMARY
1) PROJECT DURATION ( 8 WEEKS )
A. Date of Summer Internship Commencement : 09/05/2013
B. Date of Summer Internship Completion : 09/07/2013
2) SUMMARY OF THE PROJECT:
This project is mainly based on to develop different marketing strategies for the scooter
Yamaha Ray & Ray Z at Oswal Autos, Azadpur, Delhi. The vehicle has been launched in the
month of September, 2012 in Hyderabad and is the first scooter from the brand Yamaha, so
basically the project is to develop different kind of marketing and sales promotion techniques for
the same vehicle so as to increase the sales. The project also deals about the Customer
Satisfaction Index on the same scooter (RAY & RAY Z), on what parameters are the existing
customers of the vehicle are unsatisfied or show low satisfaction index. It also deals with the
areas of Sales and Service of the dealership and the customer feedback on the same areas.
The project would commence by the enquiry analysis for the scooter ―RAY & RAY Z‖, then
followed by the different sales promotion techniques like canopy programs at different locations,
digital marketing, mobile marketing etc. analysis on the same events conducted. Customer
satisfaction level and customer feedback on the product and on the sales and the service part of
the dealership so as to improve on the areas of the dealership which needs improvement, this is
generally carried out by primary research methods in the form of questionnaires, the data
collected will be hence forth analyzed and the implementations would be as required.
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INTRODUCTION
The purpose of my project is to study the existing trends and analyze the challenges and
opportunities for the development of Scooter industry in Delhi (NCR) region with the changing
global environment.
The Project consist of problems, opportunities and improvement areas which need to be address
for the growth of the Scooter launched by Yamaha Company and on those basis certain
conclusions and recommendations were drawn and finally suggestions were put forward.
As the scooter is newly launched company needs to focus on certain areas like Customer Needs,
Branding – marketing initiatives, Pricing and After Sales Services.
While carrying out the study I have gained a good amount of knowledge and on the basis of the
survey done I came to know how the Scooter Industry made advantage of these challenges and
turn them into opportunity. Also this has given a chance to try and apply the academic
knowledge and gain insight into corporate culture and market scenario. This not only helped in
developing decision-making abilities but it also taught me the importance of Team work and
Punctuality.
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OBJECTIVES
Primary Objective:
To gain maximum practical experience and exposure in the company that to in the process of
Marketing and Sales (before & after) of a commodity and utilize it further to be a part of a
Marketing Team in a prestigious company.
Secondary Objectives:
A. Marketing strategies to improve the sales of newly launched RAY & RAY Z scooter of
Yamaha at Oswal Auto (YBS), North Delhi Region.
B. Improve the quality of Yamaha Bike Station (YBS)
C. Competitors Analysis to understand the market trends.
METHODOLOGY
A. Analysis of the YBS quality w.r.t. FOMS i.e. Facility, Operations, Manpower and 5
senses parameters by doing Customer Satisfaction Index survey which will help in
understanding the customer needs.
B. Increasing the Sales and creating Awareness of the newly launched scooter through
promotional activities.
C. Training and Development of staff
D. Monitor results and counter measures
DATA COLLECTION METHOD
 Primary data: - The primary data has been collected through questionnaire by
personally visiting different dealers in North Delhi region, interaction with the staffs,
managers, was done to primarily collect information pertaining to the research topic.
 Secondary Data: The secondary data was collected through websites, marketing
journals, books and other informative sites.
 Sample Size: It differs from 10-30 and in some cases 100 customers from different
categories in North Delhi region were selected.
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 Sampling Technique: Convenient Random Sampling has been used in order to get the
data. To facilitate the availability of data, respondents were the sales executive, walk in
customers, managers of the dealership
 Data Analysis: The data collected from various sources have been classified, tabulated
and analyzed in the graphical and theoretical form.
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INDUSTRY PROFILE
Overview on Automobile Industry
The Indian Automobile Industry is manufacturing over 11 million vehicles and exporting about
1.5 million every year. The dominant products of the industry are two wheelers with a market
share of over 75% and passenger cars with a market share of about 16%. Commercial vehicles
and three wheelers share about 9% of the market between them. About 91% of the vehicles sold
are used by households and only about 9% for commercial purposes. The industry has attained a
turnover of more than USD 35 billion and provides direct and indirect employment to over 13
million people.
The world standings for the Indian automobile sector, as per the Confederation of Indian
Industry, are as follows:
 Largest three-wheeler market
 Second largest two-wheeler market
 Tenth largest passenger car market
 Fourth largest tractor market
 Fifth largest commercial vehicle market
 Fifth largest bus and truck segment
The supply chain of this industry in India is very similar to the supply chain of the automotive
industry in Europe and America. This may present its own set of opportunities and threats. The
order of the industry arises from the bottom of the supply chain i.e., from the consumers and
goes through the automakers and climbs up until the third tier suppliers. However the products,
as channeled in every traditional automotive industry, flow from the top of the supply chain to
reach the consumers.
Interestingly, the level of trade exports in this sector in India has been medium and imports have
been low. However, this is rapidly changing and both exports and imports are increasing. The
demand determinants of the industry are factors like affordability, product innovation,
infrastructure and price of fuel. Also, the basis of competition is the sector is high and increasing
and the life cycle stage is growth. With a rapidly growing middle class, all the advantages of this
sector in India are yet to be leveraged.
Note that, with a high cost of developing production facilities, limited accessibility to new
technology and soaring competition, the barriers to enter the Indian Automotive sector are high
and these barriers are study. On the other hand, India has a well-developed tax structure. The
power to levy taxes and duties is distributed among the three tiers of Government. The cost
structure of the industry is fairly traditional, but the profitability of motor vehicle manufacturers
has been rising over the past five years. Major players, like Tata Motors and Maruti Suzuki have
material cost of about 80% but are recording profits after tax of about 6% to 11%.
The level of technology change in the Motor vehicle Industry has been high but, the rate of
change in technology has been medium. Investment in the technology by the producers has been
high. System-suppliers of integrated components and sub-systems have become the order of the
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day. However, further investment in new technologies will help the industry be more
competitive. Over the past few years, the industry has been volatile. Currently, India’s increasing
per capita disposable income which is expected to rise by 106% by 2015 and growth in exports is
playing a major role in the rise and competitiveness of the industry.
Tata Motors is leading the commercial vehicle segment with a market share of about 64%.
Maruti Suzuki is leading the passenger vehicle segment with a market share of 46%. Hyundai
Motor India and Mahindra and Mahindra are focusing expanding their footprint in the overseas
market. Hero Honda Motors is occupying over 41% and sharing 26% of the two wheeler market
in India with Bajaj Auto. Bajaj Auto in itself is occupying about 58% of the three wheeler
market.
Consumers are very important of the survival of the Motor Vehicle manufacturing industry. In
2008-09, customer sentiment dropped, which burned on the augmentation in demand of cars.
Steel is the major input used by manufacturers and the rise in price of steel is putting a cost
pressure on manufacturers and cost is getting transferred to the end consumer. The price of oil
and petrol affect the driving habits of consumers and the type of car they buy.
The key to success in the industry is to improve labour productivity, labour flexibility, and
capital efficiency. Having quality manpower, infrastructure improvements, and raw material
availability also play a major role. Access to latest and most efficient technology and techniques
will bring competitive advantage to the major players. Utilising manufacturing plants to
optimum level and understanding implications from the government policies are the essentials in
the Automotive Industry of India.
Both, Industry and Indian Government are obligated to intervene the Indian Automotive
industry. The Indian government should facilitate infrastructure creation, create favourable and
predictable business environment, attract investment and promote research and development.
The role of Industry will primarily be in designing and manufacturing products of world-class
quality establishing cost competitiveness and improving productivity in labour and in capital.
With a combined effort, the Indian Automotive industry will emerge as the destination of choice
in the world for design and manufacturing of automobiles.
India is the second largest producer of two-wheelers in the world. In the last few years, the
Indian two-wheeler industry has seen spectacular growth. The country stands next to China and
Japan in terms of production and sales respectively.
The automobiles sector is divided into four segments – two-wheelers (mopeds, scooters,
motorcycles, electric two-wheelers), passenger vehicles (passenger cars, utility vehicles, multi-
purpose vehicles), commercial vehicles (light and medium-heavy vehicles), and three wheelers
(passenger carriers and good carriers).It’s evident from the pie chart that two wheelers have the
maximum market share in the domestic Automobile sector.
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Source http://ppac.org.in/writereaddata/Report_IPR.pdf
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Source http://ppac.org.in/writereaddata/Report_IPR.pdf
For the month of April 2013, the motor cycles segment suffered a slight setback, marking a
negative growth of 2.06% as compared against the same month last year. The scooter segment
recorded a 14.72% growth and mopeds manage a 7.2% growth in April 2013 as against April
2012.
The pie chart states that there is a significant growth in the market share of scooter industry from
the last decade.
However, the sector has shown a sluggish growth of 12 percent in 2012. The trend is likely to
stay with a 10 percent growth outlined for 2013 citing high ownership costs (fuel costs, cost of
registration, excise duty, road tax) and slow rural income growth. Solid but cautious growth is
expected over the next few years. However, from a long-term perspective, rising incomes,
improved affordability and untapped markets present promising opportunities for automobile
manufactures in India. According to Macquaire equities research, sale of passenger vehicles is
expected to double in the next four years and growth anticipated is higher than the 16 percent
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achieved in the past 10 years. Two-wheeler vehicle segment is expected to show slow growth of
10 percent CAGR over the period of 2012-2016, suggests the report.
The Government recognizes the impact of the sector on the nation’s economy, and consequently,
the Automotive Mission Plan 2016 launched by it seeks to grow the industry to a size of US
$145bn by 2016 and make it contribute 10 percent to the nation’s GDP.
Factors that will drive growth in the sector
 Rising incomes among Indian population will lead to increased affordability, increasing
domestic demand for vehicles, especially in the small car segment.
 Fuel economy and demand for greater fuel efficiency is a major factor that affects
consumer purchase decision that will bring leading companies across two-wheeler and
four-wheeler segment to focus on delivering performance-oriented products.
 Product innovation and market segmentation will channelize growth. Vehicles based on
alternative fuels will be an area of interest for both consumers and auto makers.
 Focus on establishing India as auto-manufacturing hub is reigning in policy support in
form of Government’s technology modernisation fund.
 Industry will seek to augment sales by tapping into rural markets, youth, women and
luxury segments.
According to the Confederation of Indian Industry, auto sector currently employs 787, 7702
people, 58 percent of who are in the passenger car segment. However, there is an increasing
demand for skilled professionals in the domain of effective service delivery, spares management
and support functions. ITIs and Polytechnics provide 530,000 graduates every year, but there is
an urgent need for updating courses to keep up with changing trends in technology,
manufacturing, and processes.
Indian two wheeler industries saw a slight growth of 1.04% during the April-May period of 2013
compared against the same period of 2012. A total of 2,374,253 units were sold during the period
as 2,349,814 units were sold in April-May 2012.
MAJOR COMPANIES
Major players of Automobile Sector in India are:
 HERO
 HONDA
 MAHINDRA
 YAMAHA
 PIAGGIO
 SUZUKI
 BAJAJ AUTO
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 TVS
 ROYAL ENFIELD
 HARLEY DAVIDSON
Indian two wheeler industries saw a slight growth of 1.04% during the April-May period of 2013
compared against the same period of 2012. A total of 2,374,253 units were sold during the period
as 2,349,814 units were sold in April-May 2012. Hero Motor Corp is the biggest manufacturer in
Indian market who sold 1,035,823 units during April-May 2013, thus registered a 3.54% decline
in sales as against same period the previous year where 1,073,815 units were sold. The provision
of giving 5 year warranty on every vehicle didn’t pay off well for Hero.
The notable highlight of the period is the flourishing sales of Vespa, as they sold 8280 units
during the period April-May 2013 and posted a growth of 247.02% as against same period last
year. Honda, Yamaha and Royal Enfield had also posted growths while Suzuki sales took a
downturn.
The period April-May of 2013 saw the share of Hero came down to 43.63%. Honda gain some
shares and put themselves at second place replacing Bajaj. Honda holds 19.79% share as per
April-May 2013 while Bajaj has now 17.35% share.
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Motorcycle
Sales of Hero declined by 7.27% while Yamaha also saw their sales went down by 9.39%.
Apparently Honda registered 21.33% growth. Royal Enfield and Harley Davidson also wrapped
up the month with concrete sales figures.
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Triggered by the decline of sales Hero’s share in motorcycle segment came down to 53.60% for
April to May period of 2013. Their former partner Honda with improved share of 11.67% stays
as third place in terms of sales in Indian two wheeler market.
Scooters
The sales of scooter witnessed an encouraging growth by 13.88% in the April to May period of
2013 as compared to same period of 2012. Hero motor Corp had fared an uplifting growth of
44.94% during the period April-May 2013 as against April-May 2012. The newly launched
Vespa has also reassured hopes for Piaggio as 8280 units were sold out in April – May this year.
M&M has suffered a steep decline of 48%.
Honda remains mater leader in this segment and owns 50.92% of market share. Hero has again
grew in market share for the period April-May of 2013 and now holds 21.07% of Scooter market
share. To recapture the lost market share, Honda has now introduced 110cc Activa-I priced at
around Rs 44,000 and this will provide tough competition to Hero and Suzuki in coming months.
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Moped
TVS is the lone player in moped segment. But their sales had declined by 11.45% for the period
April-May of 2013 as against same period the previous year. To increase Moped sales, TVS has
started TV commercial recently.
SWOT ANALYSIS FOR THE TWO WHEELER INDUSTRY
Strength Weaknesses
 Established brands, Strong Brand Name  Extremely price sensitive
 Fuel efficient  Short PLC
 Style statement  High R and D costs
 Convenient in heavy traffic
 Cheap and affordable
 Easy and cheap finance availability
 Patents
 Good reputation among customers
 Economical price
 Safety
 Comfort level
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Opportunities Threats
 Growing premium segment  The Rs.1 Lakh car
  Cut throat competition
 Environmental concerns 
 Exports increasing market
 Very strong demand in the 100cc  Rising raw material costs
segment dominated by limited players.  Increasing rates of interest on Finance
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COMPANY PROFILE
YAMAHA IN A GLOBAL VIEW:

Yamaha Corporation is a Japanese multinational corporation and conglomerate based
in Japan with a wide range of products and services, predominantly musical instruments,
electronics, motorcycles and power sports equipment. Yamaha was established in 1887 as
a piano and reed organ manufacturer by Torakusu Yamaha as Nippon Gakki Company Limited
Hamamatsu, Shizuoka prefecture and was incorporated on October 12, 1897. The company's
origins as a musical instrument manufacturer is still reflected today in the group's logo—a trio of
interlocking tuning forks.
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After World War II, company president Genichi Kawakami repurposed the remains of the
company's war-time production machinery and the company's expertise in metallurgical
technologies to the manufacture of motorcycles. The YA-1 (AKA Akatombo, the "Red
Dragonfly"), of which 125 were built in the first year of production (1954), was named in honour
of the founder. It was a 125cc, single cylinder, two-stroke, street bike patterned after the
German DKW RT125 (which the British munitions firm, BSA, had also copied in the post-war
era and manufactured as the Bantam and Harley-Davidson as the Hummer. In 1955, the success
of the YA-1 resulted in the founding of Yamaha Motor Co., Ltd.
Yamaha has grown to become the world's largest manufacturer of musical instruments
(including pianos, "silent"pianos, drums,guitars, brass
instruments, woodwinds, violins, violas, celli, and vibraphones), as well as a leading
manufacturer of semiconductors, audio/visual, computer related products, sporting goods, home
appliances, specialty metals and industrial robots.
In 1989, Yamaha shipped the world's first CD recorder. Yamaha purchased Sequential
Circuits in 1988. It bought a majority stake (51%) of competitor Korg in 1987, which was bought
out by Korg in 1993. In 2002, Yamaha closed down its archery product business that was started
in 1959. Six archers in five different Olympic Games won gold medals using their products. It
acquired German audio software manufacturers Steinberg in January 2005, from Pinnacle
Systems. In July, 2007, Yamaha bought out the minority shareholding of the Kemble family in
Yamaha-Kemble Music (UK) Ltd, Yamaha's UK import and musical instrument and
professional audio equipment sales arm, the company being renamed Yamaha Music U.K. Ltd in
autumn 2007. Kemble & Co. Ltd, the UK piano sales & manufacturing arm was unaffected.
On December 20, 2007, Yamaha made an agreement with the Austrian Bank BAWAG P.S.K.
Group BAWAG to purchase all the shares of Bösendorfer, intended to take place in early 2008.
Yamaha intends to continue manufacturing at the Bösendorfer facilities in Austria. The
acquisition of Bösendorfer was announced after the NAMM Show in Los Angeles, on January
28, 2008. As of February 1, 2008, Bösendorfer Klavierfabrik GmbH operates as a subsidiary of
Yamaha Corp. Yamaha Corporation is also widely known for their music teaching program me
that began in the 1950s.
Yamaha electronic have proven to be successful, popular and respected products. For example
the Yamaha YPG-625 was given the award "Keyboard of the Year" and "Product of the Year" in
2007 from The Music and Sound Retailer magazine.[13] Other noteworthy Yamaha electronics
include the SHS-10 Key tar, a consumer-priced key tar which offered MIDI output features
normally found on much more expensive keyboards.
Other companies in the Yamaha group include:
 Bösendorfer Klavierfabrik GmbH, Vienna, Austria.
 Yamaha Motor Company
 Yamaha Fine Technologies Co., Ltd.
 Yamaha Golf Cart Company
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 Yamaha Livingtec Corporation
 Yamaha Metanix Corporation
 Yamaha Music Communications Co., Ltd.
 Yamaha Pro Audio
DIVERSIFICATION:
Yamaha expanded into many diverse businesses. The first venture into each major category is
listed below.
 1897 Keyboard Instruments (reed organ, pianos in 1900)
 1903 Furniture
 1914 Harmonicas
 1922 Audio Equipment (crank phonograph first)
 1942 Guitars
 1954 Small engines and vehicles/watercraft (YA-1 motorcycle first)
 1959 Sporting Goods (starting with archery)
 1959 Music Schools
 1961 Metal alloys
 1965 Band Instruments (trumpet first)
 1971 Semiconductors
 1984 Industrial Robots
 2000 Recorded Music (record company YMC)
BRAND SLOGAN
Overview
Company Name Yamaha Motor Co., Ltd.

Founded July 1, 1955
Capital 85,666 million yen (as of March 31, 2013)
President Hiroyuki Yanagi
Employees 53,958 (as of December 31, 2012)
(Consolidated) Parent :10,180 (as of December 31, 2012)
Sales 1,207,675 million yen
(Consolidated) (from January 1, 2012 to December 31, 2012)
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Parent: 474,589 million yen (from January 1, 2012 to December
31, 2012)
Sales Profile
Sales (%) by product category (consolidated)
Sales (%) by region (consolidated)
Source http://global.yamaha-motor.com/about/overview/
Headquarters
2500 Shingai, Iwata-shi, Shizuoka-ken, Japan
Group Companies
Consolidated subsidiaries: 110
Non-consolidated subsidiaries: 4 (by the equity method)
Affiliates: 25 (by the equity method)
Lines of Businesses
Motorcycles
Sports bikes, Trail bikes, Road racers, Motocrossers, etc.

Commuter Vehicles
Scooters, Business-use bikes

Recreational Vehicles
All-terrain vehicles, Recreational Off-highway Vehicles, Snowmobiles

Boats
Powerboats, Sailboats, Utility boats, Custom boats

Marine Engines
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Outboard motors, Electric marine motors
Personal Watercraft
Personal Watercraft
Electrically Power Assisted Bicycles
Electrically Power Assisted Bicycles

Automobile Engines
Automobile Engines
UMS (Unmanned System)
Industrial-use unmanned helicopters

Golf Cars
Golf cars, Land cars

Power Products
Generators, Multipurpose engines, Water pumps, Snow throwers, etc.

Pools
Pools, Watersliders, Pool-related equipment
Intelligent Machinery
Surface mounters, Compact industrial robots, etc.
Wheelchairs
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Wheelchair electric power units, Electric wheelchairs, etc.
Parts (accessories)
Parts, Accessories, Apparel, Helmets, Engine oil, etc.
YAMAHA INDIA:
Yamaha made its initial foray into India in 1985. Subsequently, it entered into a 50:50 joint-
venture with the Escorts Group in 1996. However, in August 2001, Yamaha acquired its
remaining stake becoming a 100% subsidiary of Yamaha Motor Co., Ltd, Japan (YMC). In 2008,
Mitsui & Co., Ltd. entered into an agreement with YMC to become a joint-investor in the
motorcycle manufacturing company "India Yamaha Motor Private Limited (IYM)".
IYM operates from its state-of-the-art manufacturing units at Surajpur in Uttar Pradesh and
Faridabad in Haryana and produces motorcycles for both domestic and export markets. With a
strong workforce of more than 2,000 employees, IYM is highly customer-driven and has a
countrywide network of over 400 dealers. Presently, its product portfolio includes VMAX
(1,679cc), YZF-R1 (998cc), FZ1(998cc), YZF-R15 version 2.0 (150cc), Fazer (153cc), FZ-S
(153cc), FZ16 (153cc), SZ-R(153cc), SZ-X (153cc), SS125 (123cc), YBR 125 (123cc), YBR
110 (106cc), Crux (106cc) and Ray(113cc).
VISION:
We will establish YAMAHA as the "exclusive & trusted brand" of customers by "creating
Kando" (touching their hearts) - the first time and every time with world class products &
services delivered by people having "passion for customers".
MISSION:
Be the Exclusive & Trusted Brand renowned for marketing and manufacturing of YAMAHA
products, focusing on serving our customer where we can build long term relationships by
raising their lifestyle through performance excellence, proactive design & innovative technology.
Our innovative solutions will always exceed the changing needs of our customers and provide
value added vehicles.
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Build the Winning Team with capabilities for success, thriving in a climate for action and
delivering results. Our employees are the most valuable assets and we intend to develop them to
achieve international level of professionalism with progressive career development. As a good
corporate citizen, we will conduct our business ethically and socially in a responsible manner
with concerns for the environment.
Grow through continuously innovating our business processes for creating value and knowledge
across our customers thereby earning the loyalty of our partners & increasing our stakeholder
value
CORE COMPETENCIES:
 Customer
We put customers first in everything we do. We take decisions keeping the customer in mind.
 Challenging Spirit
We strive for excellence in everything we do and in the quality of goods & services we provide.
We work hard to achieve what we commit & achieve results faster than our competitors and we
never give up.
 Team-work
We work cohesively with our colleagues as a multi-cultural team built on trust, respect,
understanding & mutual co-operation. Everyone's contribution is equally important for our
success.
 Frank & Fair Organization
We are honest, sincere, open minded, fair & transparent in our dealings. We actively listen to
others and participate in healthy & frank discussions to achieve the organization's goals.
CORPORATE PHILOSOPHY
For society, for the world .Yamaha works to realize our corporate mission of creating Kando
Yamaha Motor is a company that has worked ever since its founding to build products defined
by the concepts of ―high-quality and high-performance‖ and ―light weight and compactness‖ as
we have continued to develop new technologies in the areas of small engine technology and FRP
processing technology as well as control and component technologies. It can also be said that our
corporate history has taken a path where ―people‖ are the fundamental element and our product
creation and other corporate activities have always been aimed at touching people’s hearts. Our
goal has always been to provide products that empower each and every customer and make their
lives more fulfilling by offering greater speed, greater mobility and greater potential. Said in
another way, our aim is to bring people greater joy, happiness and create Kando* in their lives.
As a company that makes the world its field and offers products for the land, the water, the
snowfields and the sky, Yamaha Motor strives to be a company that ―offers new excitement and
27 | P a g e
a more fulfilling life for people all over the world‖ and to use our ingenuity and passion to
realize peoples’ dreams and always be the ones they look to for ―the next Kando.‖
What is Kando?
Kando is a Japanese word for the simultaneous feeling of deep satisfaction and intense
excitement that people experience when they encounter something of exceptional value.
PRODUCTS FROM YAMAHA IN INDIA:
1. YZF R15: 2. FAZER
3. FZ-S 4.FZ – 16
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5. SZ S 6. SZ RR
7. SS 125 8. YBR 125
9. YBR 110 10. CRUX
29 | P a g e
11. RAY 12. RAY Z
SWOT ANALYSIS FOR INDIA YAMAHA MOTORS
Strength Weaknesses
 Size and scale of parent company.  Small showrooms.

 Effective Advertising Capability  Not much emphasis on
 Committed and dedicated staff. aggressive selling.
 High emphasis on R and D.  Weak product diversity.
 Experience in the market.
 Established brand.
 Established market channel.
 Power, Speed & Acceleration
Opportunities Threats
 Growing premium segment.  Cut throat competition

 Global expansion into the Caribbean & Central  Increasing number of players in
America. the market
 Expansion of target market (include women).  Rising raw material costs
 Increasing dispensable income.  Increasing rates of interest on
 1st mover advantage. finance
30 | P a g e
OSWAL AUTO (Dealership Assigned)
It was established in 2003 by Mr. Ramesh Jain (Chairman).The Managing Director of the YBS is
Mr. Rajat Jain. It was given the title of YBS i.e. Yamaha Bike Station in 2010. It has 3 branches
(Azadpur, Borari, Narela) out of which main office is in Azadpur. It has all the 3S under one roof
i.e. sales, service and spares. It has shown a significant growth rate in past decade. It is spread
over 250sq feet area. It employees 25 people.
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CORE COMPETENCIES
Customer #1
We put customers first in everything we do. We take decisions keeping the

customer in mind.
Challenging Spirit
We strive for excellence in everything we do and in the quality of goods & services
we provide. We work hard to achieve what we commit & achieve results faster
than our competitors and we never give up.
Team-work
We work cohesively with our colleagues as a multi-cultural team built on trust,

respect, understanding & mutual co-operation. Everyone's contribution is equally
important for our success.
Frank & Fair Organization
We are honest, sincere, open minded, fair & transparent in our dealings. We
actively listen to others and participate in healthy & frank discussions to achieve
the organization's goals.
32 | P a g e
METHODOLOGY
FOMS rating on likert scale was done on the basis of given set of parameters by
acting as spy customers.
Leakage analysis was conducted using secondary data such as contact details of
all the enquirers, available at dealership. All 130 customers were called upon and
responses were noted down.
COMPETITION ANALYSIS
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Price(in Rs.) Price (in No. of
Ex- Rs.) on Year of Engine Warranty Free
Dealership Models Showroom road launching Displacement Period Service
Pleasure 43100 49522 2006 102cc 2+3 6
Oswal Motors Maestro 46900 53623 2012 109cc 2+3 6
Activa 47204 51869 2000 109cc 2+3 4

2003
revised in
Dio 44718 49206 2012 109cc 2+3 4
Aviator(Drum) 48229 52966 2009 109cc 2+3 4

Aviator(Disc-
Alloy) 53547 58662 109cc 2+3 4
Globus Honda Activa I 44200 50000 2013 109cc 2+3 4
Scooty Pep+ 39990 43627 2005 90cc 2+3 3
Scooty Streak 41225 44500 2009 90cc 2+3 3
TVS(Rajpoot) Wego 46154 51608 2009 110cc 2+3 3

Access 47871 53560 2005 125cc 5 2
G.L.Suzuki Swish 48898 54660 2012 125cc 5 2
Duro 42149 47886 2011 125cc 2 6
Duro DZ 46150 52160 125cc 2

Kine 34160 38608 2010 71.5cc 2 6
Rodeo Base 45199 51622 2012 125cc 2 6
Rodeo 45795 51766 125cc 2 6

Mahindra
Rodeo RZ 48164 54328 125cc 2 6
(Saboori 2
wheelers) Flyte 42200 47942 2012 125cc 2 6
Piaggio Vespa 59996 67500 2012 125cc 2+2 3
RAY 47400 53300 2012 113cc 2 5+3

Yamaha (Oswal
Auto) RAY Z 49450 55500 2013 113cc 2 5+3
34 | P a g e
FEATURE RAY PLEASURE RAY RAY CUSTOMER BENEFIT
ADVANTAGE
Design Fitted with Normal Better Ray gives the pleasure of ridding
integrated headlight acceleration & scooter because of the smooth
head light, ensures smooth performance. Better acceleration makes
new look ride you move swiftly on road.
compact leg
shield
Maximum 5.3 KW 5.03 Better pick up, Even two persons can ride easily during
Power @7500 RPM KW@7000 even during up movement in hilly terrain and flyover
(7.1PS RPM (6.84 pillion ride rides.
@7500 PS
RPM) @7000RPM)
Wheel Base 1270 mm 1240 mm Better stability Easy handling at all speeds and helps in
safe cornering.
Seat height 760 mm 795 mm Easy leg reach Helps in easy balancing. Ride without
to the ground fear of falling, especially for FEMALE
RIDERS.
Front Telescopic Bottom link Better Helps in smooth ride even on bad roads.
Suspension Suspension with spring- Suspension
loaded
hydraulic
damper
FEATURE RAY ACTIVA RAY RAY CUSTOMER BENEFIT

ADVANTAGE
Engine 113 CC 109 CC Better engine Good investment as RAY is durable &
Displacement reliability & high performance.
Power
Generation.
Seat height 760 mm 765 mm Easy leg reach Helps in easy balancing. Ride without
to the ground. fear of falling, especially for FEMALE
RIDERS.
Wheel base 1270 mm 1238 mm Better Stability Easy handling at all speeds and helps in
safe cornering.
Kerb weight 104 111.9 Ray is lighter & Lighter & can be used for all age group.
easy to handle.
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FEATU SCOOTY RAY
RE RAY PEP+ ADVANTAGE RAY CUSTOMER BENEFIT
Engine
Displa
cemen Good investment as RAY is durable &
t 113 CC 87.8 CC Better engine high performance.
Fitted with
integrated head
Desig light, new look Normal Head turner
n compact leg shield headlight looks Pride of ownership
3.68kw
@6500 Better RAY gives the pleasure of riding scooter
Maxi RPM (5 PS acceleration because of the smooth performance.
mum 5.3kw @7500 RPM @6500 & ensures Better acceleration makes you move
Power (5 PS @ 6500 RPM) RPM) smooth ride swiftly on road.
Better pick
Maxi up, even
mum 8.1 Nm @5000 5.8 Nm during pillion Even 2 persons can ride easily during up
torgue RPM @4000 RPM ride movement in hilly terrain & flyover rides.
Wheel Better Easy handling at all speeds & helps in safe

Base 1270 mm 1230 mm Stability cornering.
FEATUR RAY
E RAY DIO ADVANTAGE RAY CUSTOMER BENEFIT
Maximu 7.1 PS Better
m 8.11 PS of @ acceleration & RAY gives the pleasure of riding scooter because
Power power @ 7,500 ensures smooth of the smooth performance. Better acceleration
(bhp) 7,500 rpm rpm ride makes you move swiftly on road.
Maximu
m 8.66 Nm of 8.1 N.m Better pick up,
Torque torque @ @ 5000 even during Even 2 persons can ride easily during up
(Nm) 5,500 rpm rpm pillion ride movement in hilly terrain & flyover rides.
RAY
FEATURE RAY RODEO ADVANTAGE RAY CUSTOMER BENEFIT
8.0 Bhp 7.1 PS Better
Maximu @ @ acceleration & RAY gives the pleasure of riding scooter because of
m Power 7500rp 7,500 ensures smooth the smooth performance. Better acceleration
(bhp) m rpm ride makes you move swiftly on road.
Maximu 9.0 Nm
m @ 8.1 N.m Better pick up,
Torque 5500rp @ 5000 even during Even 2 persons can ride easily during up movement
(Nm) m rpm pillion ride in hilly terrain & flyover rides.
36 | P a g e
Mileage 45 45-
/
50
Average
(kmpl)
Tank 4.5 (1) 5 (-) L
Capacity L
(Reserve
)
FEATURE RAY MAESTRO

Engine 109 cc, 4-stroke Single Cylinder OHC 113 cc, Air-cooled, 4-stroke,
Displacement SOHC, 2-valve
(cc)
Maximum 8.2 Bhp @ 7500 rpm 7.1 PS @ 7,500 rpm
Power (bhp)
Maximum 9.1 Nm @ 5500 rpm 8.1 N.m @ 5000 rpm
Torque (Nm)
Length (mm) 1802 1835
Width (mm) 697 675
Height (mm) 1162 1075
Ground 155 128
Clearance
(mm)
FOMS ANALYSIS
USING A LIKERT SCALE WITH RATING FROM 1 TO 5
FOMS QUESTIONAIRE
Facilities
Dealership Quality
Parameter Remark Poor Average Good Very Excellent
37 | P a g e
Good
Neat and Clean
Showroom
Display of Vehicles
Scooter Corner
Scooter Display
Scooter Display with
full accessories
Availability of
Feature Guide
Availability of
Power Guide
Clearly Visible of Sign

Board
Showroom Frontage
Parking Area
Test Ride Route Map
Showroom Size
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Display of Vehicle with
Standee and Product
Brochures
Customer Lounge
(sales area)
Operations
Good
Welcome
Product demo
Offered test drive
Follow up
Customer understanding
Clarify doubts
Manpower
39 | P a g e
Good
Appearance of sales
consultant
Product knowledge
Communication
Behavior of sales
consultant
5 Senses
Good
Showroom brightness
Fragrance
Showroom temperature
Appearance of
showroom
Taste experience
40 | P a g e
Some important parameters
Q.1 Is Female staff available?
o 0
o 1
o 2
o 3
o 4
Q.2 Do they wear Uniform with their named batches?
o Only Uniform
o Both (Uniform and batch)
o None
Q.3 How many staff members were available?
o 0
o 1-5
o 5-10
o 10-15
o 15-20
Q.4 Is Demo vehicle available?

o Yes
o No
Q.5 What is the Condition of demo vehicle?

o Bad
o Average
o Good
o Very good
o Excellent
41 | P a g e
FACILITIES
Parameter Yamaha Honda Suzuki Mahindra Hero TVS

Neat and Clean Showroom 3 5 5 3 1 3
Display of Vehicles 2 4 4 2 3 1
Scooter Corner 3 5 3 3 2 2
Scooter Display 3 5 4 3 2 2
One Display with Full Accessories 1 4 5 2 3 1
Availability of Feature Guide 4 4 4 3 1 2
Availability of Power Guide 4 4 4 4 1 3
Total 20 31 29 20 13 14
Facilities 2.86 4.43 4.14 2.86 1.86 2.00
Neat and Clean

Showroom
5
Availability of 4 Display of Yamaha
Power Guide 3 Vehicles
2 Honda
1 Suzuki
0
Availability of Mahindra
Scooter Corner
Feature Guide
Hero
TVS
One Display
Scooter Display
with Full…
OTHER FACILITIES

Clearly Visible of Sign Board 4 5 5 5 4 4
Showroom Frontage 3 4 4 3 3 3
Parking Area 3 3 3 3 1 3
Test Ride Route Map 1 2 2 2 1 1
Showroom Size 3 4 3 2 2 2
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Display of Vehicle with 2 4 3 1 2 1
Standee and Product
Brochures
Customer Lounge ( Sales Area) 3 5 2 2 2 1
Total 19 27 22 18 15 15
Other Facilities 2.71 3.86 3.14 2.57 2.14 2.14
Clearly Visible
of Sign Board
5
Customer 4 Showroom Yamaha
Lounge ( Sales 3 Frontage
Area) Honda
2
1 Suzuki
Display of 0
Vehicle with Mahindra
Parking Area
Standee and
Hero
Product…
TVS
Test Ride Route
Sowroom Size
Map
O- OPERATION

Welcome 2 3 2 2 1 4
Product Demo 3 3 4 4 1 4
Offered Test Drive 3 2 2 3 1 3
Follow Up 4 1 4 1 1 1
Customer Understanding 3 3 3 3 1 4
Clarify Doubts 5 4 4 3 1 4
Total 20 16 19 16 6 20
Operations 3.33 2.67 3.17 2.67 1.00 3.33
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Yamaha Welcome
5
4
Product Demo
3
TVS Honda
2
Offered Test Drive
1
0
Follow Up
Hero Suzuki Customer

Understanding
Clarify Doubts
Mahindra
M- MANPOWER

Appearance of Sales Consultant 3 4 3 4 1 3
Product Knowledge 4 3 4 4 1 4
Communication 3 2 4 3 1 4
Behavior of Sales Consultant 4 3 4 3 1 4
No. of Male Staff 5 5 2 3 1 1
No. of Female Staff 5 5 1 1 1 1
Uniform with name badge 1 4 1 4 1 1
Total 25 26 19 22 7 18
Manpower 3.57 3.71 2.71 3.14 1.00 2.57
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Appearance of
Sales…
5
Uniform with 4 Product Yamaha
name badge 3 Knowledge
2 Honda
1 Suzuki
0
No. of Female Mahindra
Communication
Staff
Hero
TVS
No. of Male Behavior of
Staff Sales…
S- 5 SENSES

Showroom Brightness 3 4 4 3 2 3
Fragrance 3 4 3 3 2 2
Showroom Temperature 2 5 4 3 3 1
Appearance of Showroom 2 4 4 2 2 2
Taste Experience 1 3 1 2 1 2
Total 11 20 16 13 10 10
5 Senses 2.20 4.00 3.20 2.60 2.00 2.00
Yamaha
5 Showroom Brightness
4
TVS 3 Honda Fragrance
2
1
Showroom
0
Temperature
Appearance of
Hero Suzuki Showroom
Taste Experience
Mahindra
45 | P a g e
RATING OF YAMAHA AND ITS COMPETITORS
Facilities 2.86 4.43 4.14 2.86 1.86 2.00

Other Facilities 2.71 3.86 3.14 2.57 2.14 2.14
Operations 3.33 2.67 3.17 2.67 1 3.33
Manpower 3.57 3.71 2.71 3.14 1.00 2.57
5 Senses 2.2 4 3.1 2.6 2 2
Total 14.67 18.67 16.26 13.84 8.00 12.04
Ranking 2.93 3.73 3.25 2.77 1.60 2.41
Ranking
Yamaha
6.00
4.00
TVS Honda
2.00
0.00 Ranking
Hero Suzuki
Mahindra
FOMS RANKING
1- HONDA
2- SUZUKI
3- YAMAHA
4- MAHINDRA
5- TVS
6- HERO
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Action plan for improvement after the FOMS rating
F- FACITILIES
Parameter Rating Remark Action Plan for Improvement
till 11.00 am
Neat and Clean cleaning was in Cleaning should be finished till
Showroom 3 progress 10:15am max (Checklist)
Display of At scooter area, a display of 360

Vehicles 2 No 360 degree view view should be there
available but no accessories create confusions in the

Scooter Corner 3 accessories minds of customers
Scooter is not
reflecting in the Mirror should be just beside the
Scooter Display 3 miror Scooters
One Display add-ons/ accessories

with Full were not told by the
Accessories 1 consultant Consultants should be advised
Availability of
Feature Guide 4 Feature Guides are available
Availability of
Power Guide 4 Power Guide are available
47 | P a g e
OTHER FACILITES
Clearly Visible of
Sign Board 4 Clear Yamaha Sign Board was clearly visible
Showroom need to worked Proper alignment of the vehicles should be

Frontage 3 upon done
Parking Area 3 lack of space mark the parking area (parking board)
Test Ride Route route map should be marked with yellow

Map 1 not available color
space is adequate but interior need to be

Showroom Size 3 satisfactory managed
Display of Vehicle
with Standee and standee and brochures should be near the
Product Brochures 2 not in display product (vehicle)
Customer Lounge ( Its big enough to deal with 5-6 customers at

Sales Area) 3 it was spacious a time
48 | P a g e
O- OPERATIONS
we need to inculcate this culture by giving

Welcome 2 No welcome culture training to the sales consultant
No FSRO strategy is It is not feasible to follow the FSRO but we

Product Demo 3 followed asked the consultants to follow FAB.
Offered Test No consultant Consultants were strictly asked to sit behind

Drive 3 accompanied the customer during the time of test drive.
Follow Up 4 regular follow up Follow Ups were done on a regular basis
Customer Consultants were told to listen to the

Understanding 3 need to worked upon customer properly to understand them.
Clarify Doubts 5 clarified properly Doubts were clarified properly
49 | P a g e
M- MANPOWER
Appearance of
Sales wearing clean clothes YAMAHA t-shirts should be provided by
Consultant 3 but no uniformity the dealer to maintain the uniformity.
Product sound product Sale Consultants need to upgrade their

Knowledge 4 knowledge Product knowledge
need to be worked Consultants should be confident enough to

Communication 3 upon be a good presenter.
Behavior of
Sales need to be worked Consultants should take initiative to come
Consultant 4 upon forward to attend a customer.
No of Male
Staff 5 Good no of male staff
No of Female Good no of female

Staff 5 staff
Uniform with No uniform and no Uniform should be given and there name
name badge 1 badge badges should be there.
50 | P a g e
S- 5 SENSES
Showroom need to be worked More lights should be there above the

Brightness 3 upon vehicle to increase the focus.
need to be worked
Fragrance 3 upon Room Fresheners should be sprayed all time
Showroom AC should be On after the cleaning of the

Temperature 2 AC was not working Showroom
Appearance of
Showroom 2 Congested Showroom Needs to be well managed
no water was asked As soon as the customers come the water

Taste (discrimination among boy should be ready to provide them with
Experience 1 customers) water
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ENQUIRY ANALYSIS
Purchased Wrong
From Other Number
Yamaha 2%
Dealer
1% Coming
Soon
Hesitant 7%
1%
No Follow
Not
Up
Interested
14%
38%
Dropped
Idea
6%
Purchased
Other
Product Delivery
5% Done
Not
18%
Reachable
8%
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INFORMATION SOURCES
Tag/
Insertions Others
1% 15% Showroom
43%
Family/
Friends
38%
Activities
3%
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LEAKAGE ANALYSIS
Leakage analysis was conducted to find out reasons behind decline in sales of
Yamaha Ray scooter.
Under Leakage Analysis three questions were needed to be answered.
 Which other models customers purchased other than RAY ?

 Why customers purchased other models ?
 Why customers didn’t purchased RAY ?
Leakage analysis was conducted using secondary data available at dealership. For
analysis I took data from 1 JAN 2013 to MAY 2013. Total sample size was 160
among these 35 customers purchased the scooter. I called up all enquirers and
questions were asked regarding scooters like
 Which scooter they are using now ?

If YES
 Why they purchased this particular model ?
 Why didn’t they buy Yamaha Ray ?
54 | P a g e
Which other models customers purchased other than RAY ?
Sample size of this data is 40. In the pie distribution we can see HONDA
ACTIVA is dominating market with 61% share while every other
competitor is at 5%.
55 | P a g e
Why customers purchased other models?
 In previous result active was showing 61% market dominance which

constitutes 25 customers out of 40.
 Sample size for above pie is 25. Here we can see the reasons why
customers purchase Honda Activa.
 48% people purchased it under family influence.
 12% purchased it because of looks.
 Brand and loading capacity of active are also important deciding factors.
56 | P a g e
Why customers didn’t purchased RAY ?
 Sample size for this result is 60.

 Not all respondents gave results so sample size is 60.
 42% of sample considers Yamaha Ray to be over-pricy.
 20% ended up buying other product because of low storage.
 13% population dropped the plan because of fiber body.
 We even found out that 17% of customers were not followed up as a result
they ended up buying competition product, if calls would have been made
there was chance that they could have choose Yamaha Ray.
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PROMOTIONAL ACTIVITES
# ACTIVITY 1
• We with our sales executives team went for an evening activity outside the park in Model
Town-II near Mc Donald's.
• Team of 5 Executives accompanied us during the activity.(1 person from Finance Dept. ,
2 for test drive, 2 from Marketing)
• There we distributed pamphlets and offered test drives for the customers who came for an
enquiry.
• During the activity we came across various hurdles for which we had to negotiate to
make this activity successful .
ACTIVITY 2: ONLINE PROMOTION
• OLX is an internet company based in New York City and Buenos Aires, Argentina. The
OLX website hosts free user-generated classified advertisements for urban communities
around the world and provides discussion forums sorted by various topics.
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• We created this page to advertise RAY Scooter by giving all the necessary details and
features related to the scooter along with the pictures.
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ACTIVITY 3: FACEBOOK PROMOTION
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ACTIVITY 3: INDOOR ACTIVITY
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ACTIVITY 4
• We with our sales executives team went for an evening activity(road show/rally) outside the
park in Derawala (infront of Bikaner).
• We conducted various games inside the park to get emotionally connected to the target group.
(Games such as Cricket & Football)
• Team of 4 Executives along with 1 worker accompanied us during the activity.(2 person from
Finance Dept. , 1 for test drive, 3 from Marketing)
enquiry.
• During the activity we came across various hurdles for which we had to negotiate to make this
activity successful .
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ACTIVITY 5
• We with our sales executives team went for an evening activity(Pasted Posters) in Vijaynagar
(near the mother dairy) and Derawala.
• We Pasted Posters and distributed pamphlets at different shops we also provided the customers
with some goodies.
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ACTIVITY 6
park in Old Gupta Colony.
• Team of 4 Executives along with 1 worker accompanied us during the activity.(1 for test drive, 3
from Marketing)
enquiry, we also provided the customers with some goodies for taking the test drives.
• During the activity we came across some hurdles for which we had to negotiate and made this
activity a successful one.
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ACTIVITY 7
park in Model Town (near Mc Donald).
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from Marketing)
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ACTIVITY 8
park in Derawala (infront of Bikaner).
from Marketing)
enquiry.
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ACTIVITY 9
• We with our sales executives team went for an evening activity(road show/rally) in Vijaynagar
(near the mother dairy).
from Marketing)
79 | P a g e
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ACTIVITY 9
• We with our sales executives team went for an evening activity(Pasted Posters) in Vijaynagar
(near the mother dairy) and Derawala.
• There we Pasted Posters and distributed pamphlets at different shops we also provided the
customers with some goodies.
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ACTIVITY 10
• We with other interns and internship site supervisor went for CSI survey at Rajouri Garden
• There we approach different customers for filling the survey about the motor cycle industry, we
also provided the customers with some goodies for taking out some time of their busy schedule
to fill the CSI form.
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ACTIVITY 11
• We with other interns and internship site supervisor went for CSI survey at RTO, District Centre,
Janakpuri.
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ACTIVITY 12
• We with other interns and internship site supervisor went for CSI survey at TGIP, Noida.
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BEST SALES TALK
RAY IS FIBRE
• RAY has ABS body.
• Even Activa is coming in fibre
 Firstly to reduce weight
 Reduce weigh results in increase in mileage
Bumps in body comes back to original position
Why ray is pricy?
• Japanese technology such as telescopic suspension and hi-tech engine
• Yamaha has always been in high speed motorbikes. First time they enter in
indian scooter market. For that lots of research was done regarding
 Double fenders
 Easy leg reach for female riders.
 Tandem foot rest
 Powerful engine
 ABS body
90 | P a g e
Doubts Regarding Loading Capacity
• Firstly long seat that can accompany three people.
• It has longer seat than activa.
• We show it by comparing it with riding capacity of bike.
Power Of Scooter
• We compare it with other available models like activa(109 cc), Ray is (113
CC).
• We tell them about smooth pickup coz CVT, TPS and we compare it with
Activa by telling customer about high acceleration during start-up and
when u let go accelerator there is sudden fall in acceleration this problem
has been rectified in RAY.
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SUMMER TRAINING REPORT SUBMITTED TOWARDS THE PARTIAL

FULFILLMENT OF POST GRADUATE DEGREE IN INTERNATIONAL BUSINESS

STRATEGIES PROMOTING : YAMAHA RAY

INDUSTRY GUIDE FACULTY GUIDE

Ms. SWATI KUMAR, Prof. AJEET SHARMA,

AMITY INTERNATIONAL BUSINESS SCHOOL, NOIDA

AMITY UNIVERSITY – UTTAR PRADESH

This is to certify that Ms._Swati Jain_, a student of Post Graduate Degree in

(Faculty Guide) (Student)

Chapter 1- Industry profile…………………………………………………………………...

The Indian Automobile Industry – An Overview………………………………………

Market Share of Domestic Automobile Industry………………………………………

Two wheeler Industry - An Overview...…………………………………………….….

Market Share of Two wheeler Industry………………………………………………..

Driving Force of the Sector……………………………………………………………..

Sales and Market Share of Major Companies…………………………………………..

Sales and Market Share of Motorcycles, Scooters and Mopeds……………………….

Price Mechanism and Trends of Two Wheeler Industry…..…………………………...

Swot Analysis of Two Wheeler Industry……………..………………………………..

Chapter 2- Company Profile…………………………………………………………………

Yamaha Global ………....……………………………………………………………...

Peak into Yamaha Motor Corp…………………………………………………………

Product Line in India…………………………………………………………………..

Demand - Supply Statistics of Yamaha Product Line ………………………………...

Financial Statement Analysis ........……………………………………………………

Swot Analysis of Yamaha……………………………………………………………...

Chapter 3- Marketing Management at Yamaha…………………………………………...

Yamaha Rays - An Overview ………………………………………………………...

Yamaha Ray - 4 P's of Marketing ……………………………………………………

Yamaha Ray - STP …………………………………………………………………...

Sales Promotion and Personal Selling………………………………………………...

Factors Affecting Buying Behaviour………………………………………………….

PLC of Yamaha RAY and RAY Z……………………………………………………

2) SUMMARY OF THE PROJECT:

Branding – marketing initiatives, Pricing and After Sales Services.

DATA COLLECTION METHOD

journals, books and other informative sites.

categories in North Delhi region were selected.

customers, managers of the dealership

and analyzed in the graphical and theoretical form.

Overview on Automobile Industry

Factors that will drive growth in the sector

SWOT ANALYSIS FOR THE TWO WHEELER INDUSTRY

YAMAHA IN A GLOBAL VIEW:

Company Name Yamaha Motor Co., Ltd.

Sales (%) by region (consolidated)

Sports bikes, Trail bikes, Road racers, Motocrossers, etc.

Scooters, Business-use bikes

All-terrain vehicles, Recreational Off-highway Vehicles, Snowmobiles

Powerboats, Sailboats, Utility boats, Custom boats

Electrically Power Assisted Bicycles

Industrial-use unmanned helicopters

Golf cars, Land cars

Generators, Multipurpose engines, Water pumps, Snow throwers, etc.

Pools, Watersliders, Pool-related equipment

Surface mounters, Compact industrial robots, etc.

Parts, Accessories, Apparel, Helmets, Engine oil, etc.

PRODUCTS FROM YAMAHA IN INDIA:

1. YZF R15: 2. FAZER

7. SS 125 8. YBR 125

9. YBR 110 10. CRUX

SWOT ANALYSIS FOR INDIA YAMAHA MOTORS

 Size and scale of parent company.  Small showrooms.