GOVERNMENT DEGREE COLLEGE BOYS UDHAMPUR

UNIVERSITY OF JAMMU
SESSION: 2020-2023
A PROJECT REPORT ON
“EFFECTIVENESS OF MARKETING MIX STRATEGIES OF
HERO”

Submitted to: Submitted By:

PROF. KAKU RAM ROOKEYA SABUNIA
Faculty of Business Administration B.B.A (SEMESTER VI)
ROLL NO: 606150008
 A
PROJECT REPORT ON
“EFFECTIVENESS OF MARKETING MIX STRATEGIES OF
HERO”

SUBMITTED IN PARTIAL FULFILLMENT FOR THE DEGREE OF

BACHELOR’S OF BUSINESS ADMINISTRATION
(2020-2023)
EFFILATED TO JAMMU UNIVERSITY

Submitted to: Submitted By:

PROF. KAKU RAM ROOKEYA SABUNIA
Faculty of Business Administration B.B.A (SEMESTER VI)
ROLL NO: 606150008
 TABLE OF CONTENTS

⚫CHAPTER 1. INTRODUCTION

⚫ CHAPTER 2. COMPANY PROFILE

⚫ CHAPTER 3. RESEARCH METHODOLOGY

⚫ CHAPTER 4. DATA ANALYSIS AND INTERPRETATION

⚫ CHAPTER 5. FINDINGS

⚫ CHAPTER 6. RECOMMENDATIONS

⚫ CHAPTER 7. QUESTIONAIRE

⚫ REFERENCES
 ACKNOWLEDGEMENT

I feel great sense of gratitude in expressing my heartfelt acknowledgement to all

the people without whom this graduation project wouldn't have been possible I
would like to thank our principal and H.O.D Prof. Kaku Ram, for supporting and
encouraging us I am thankful for getting constant support from all the teaching staff
of department of B.B.A who helped us in successful completion of this project.

I would like to thank Mrs. Shashi Bala and Mr. Vivek Raman Managing Director of
SANGAM AUTOMOBILES, for giving me this opportunity to work there and
providing me all the support and guidance which made me complete this project
on time.
 DECLARATION

I hereby declare, to the best of my knowledge and belief, that this project titled “A
study on the effectiveness of marketing mix strategies of Hero Motors” is an
original work done by me, submitted under the guidance of Prof. Kaku Ram,in
partial fulfillment of the requirement of the Degree of Bachelors of Business
Administration..

I also declare that this project work has neither been reproduced nor submitted
anywhere else to any other university, for any other purpose, to the best of my
knowledge.
 CERTIFICATE

This is to certify that ROOKEYA SABUNIA D/O MOHD ANWAR Roll no:- 606150008
is a student of this institute. She has completed the project report on the
"Marketing mix strategies being executed in “HERO MOTORS" under the
supervision of PROF. KAKU RAM for the partial fulfilment of requirement awarding
the "DEGREE OF BACHELOR OF BUSINESS for ADMINISTRATION (2020 2023)"
affiliated to JAMMU UNIVERSITY.

PROJECT INCHARGE H.O.D (BBA)

PRINCIPAL
G.D.CUDHAMPUR
 CERTIFICATE

This is certify that ROOKEYA SABUNIA D/O MOHD.ANWAR Roll no:- 606150008 is a
student of thus institute. She has completed the project report on the Marketing
mix strategies being executed in HERO Motors.
 PREFACE

If we can compare marketing to a long train with a multiple compartment then

every bogies represent different aspect of marketing. Marketing strategy
formulation depends upon the every aspect of related terms and marketing
research plays vital roles to connect each compartment to form a cohesive
functional unit.

The automotive industry is at the center of India's new global dynamic. It plays
major roles in retaining manufacturing industry growth over 12.5% per annum

The motivation behind the project was to gain clear understanding about
marketing research. Through this project I have tried to understand the
complexities involved in gathering of data for drawing inferences .The final
objective is to produce a result that is accurate, useful, and free from bias and helps
in the successful completion of my Bachelor course. The project has been
presented in a simple format.
 CHAPTER: 1
INTRODUCTION: MARKETING MIX

The MARKETING MIX refers to the set of actions, or tactics, that a company uses
to promote its brand or product in the market. The 4Ps make up a typical marketing
mix Price, Product, Promotion and Place. Effective marketing touches on a broad
range of areas as opposed to fixating on one message. Doing so helps reach a wider
audience, and by keeping the four Ps in mind, marketing professionals are better
able to maintain focus on the things that really matter. Focusing on a marketing
mix helps organizations make strategic decisions when launching new products or
revising existing products.

The four Ps classifications for developing an effective marketing strategy were

first introduced in 1960 by marketing professor and author E. Jerome McCarthy.

 THE 4PS OF MARKETING

PRICE refers to the value that is put for a product. It depends on costs of
production, segment targeted, ablity of the market to pay, supply demand and a
host of other direct and indirect factors. There can be several types of pricing
strategies, each tied in with an overall business plan. Pricing can also be used a
demarcation, to differentiate and enhance the image of a product.

PRODUCT refers to the item actually being sold. The product must deliver a
minimum level of performance; otherwise even the best work on the other
elements of the marketing mix won't do any good.
 MARKETING MIX

PROMOTION refers to all the activities undertaken to make the product r service
known to the user and trade. This can include advertising, word of mouth, press
reports, incentives, commissions and awards to the trade. OF It can also include
sssssconsumer schemes, direct marketing. contests and prizes.

PLACE refers to the point of sale. In every industry, catching the eye of the
consumer and making it easy for her to buy it is the main aim of a good distribution
or 'place' strategy. Retailers pay a premium for the right location. In fact, the
mantra of a successful retail business is location, location, location'.

 MODIFICATION (THE 7PS)

The 7Ps model is a marketing model that modifies the 4Ps model. As Marketing mix
4P is becoming an old trend, and nowadays, marketing business needs deep
understanding of the rise in new technology and concept. So, 3 more new P's were
added in the old 4Ps model to give a deep understanding of the concept of the
marketing mix.

PEOPLE i.e. company's employees are important in marketing because they are the
ones who deliver the service to clients. It is important to hire and train the right
people to deliver superior service to the clients. Whether they run a support desk,
customer service, copywriters, programmers...etc. It is very important to find
people who genuinely believe in the products or services that the particular
business creates, as there is a huge chance of giving their best performance. Adding
to it, the organization should accept the honest feedback from the employees
about the business and should input their own thoughts and passions which can
scale and grow the business
PROCESS: We should always make sure that the business process is well structured
and verified regularly to avoid mistakes and minimize costs. To maximise the profit,
it's important to tighten up the enhancement process

PHYSICAL EVIDENCE:In the service industries, there should be physical evidence

that the service was delivered. A concept of this is branding. For example, when
you think of "fast food", you think of KFC. When you think of sports, the names Nike
and Adidas come to mind.

 Marketing is a discipline that encompasses all of a company’s efforts to

attract consumers and maintain connections.
 At its most fundamental level, marketing aims to link a company’s products
and services with customers who desire to use them. Profitability is
ensured when items are matched with customers’ demands.
  IMPORTANCE OF MARKETING MIX

The marketing mix is a remarkable tool for creating the right marketing strategy
and its implementation through effective tactics. The assessment of the roles of
your product, promotion, price, and place plays a vital part in your overall
marketing approach. Whereas the marketing mix strategy goes hand in hand with
positioning, targeting, and segmentation. And at last, all the elements, included in
the marketing mix and the extended marketing mix, have an interaction with one
another.
There are several benefits of the marketing mix that makes it important to
businesses:

 Helps understand what your product or service can offer to your

customers.

 Helps plan a successful product offering.

 Helps with planning, developing and executing effective marketing

strategies.

 Helps businesses make use of their strengths and avoid unnecessary costs.

 Helps be proactive in the face of risks.

 Help determine whether your product or service is suitable for your

Customers.

 Helps identify and understand the requirements of customers.

 Helps learn when and how to promote your product or service to your
customers.
 CHAPTER 2
COMPANYS PROFILE
Hero MotoCorp Ltd. (Formerly Hero Honda Motors Ltd.) is the world's largest
manufacturer of two – wheelers, based in India.
In 2001, the Company achieved the coveted position of being the largest two-
wheeler manufacturing Company in India and also, the ‘World No.1’ two-
wheeler Company in terms of unit volume sales in a calendar year. Hero
MotoCorp Ltd. continues to maintain this position till date.

Vision
The story began with a simple vision – the vision of a mobile and an empowered
India, powered by its bikes. Hero MotoCorp Ltd., company’s new identity,
reflects its commitment towards providing world class mobility solutions with
renewed focus on expanding company’s footprint in the global arena.

Mission
Hero MotoCorp’s mission is to become a global enterprise fulfilling its
customers’ needs and aspirations for mobility, setting benchmarks in
technology, styling and quality so that it converts its customers into its brand
advocates. The Company will provide an engaging environment for its people
to perform to their true potential. It will continue its focus on value creation
and enduring relationships with its partners.

Strategy
Hero MotoCorp’s key strategies are to build a robust product portfolio across
categories, explore growth opportunities globally, continuously improve its
operational efficiency, aggressively expand its reach to customers, continue to
invest in brand building activities and ensure customer and shareholder delight.

Manufacturing
Hero Honda bikes are manufactured across three globally benchmarked
manufacturing facilities. Two of these are based at Gurgaon and Dharuhera
which are located in the state of Haryana in northern India. The third and the
latest manufacturing plant is based at Haridwar, in the hill state of Uttarakhand.
Technology
In the 1980’s the Company pioneered the introduction of fuel-efficient,
environment friendly four-stroke motorcycles in the country. It became the
first Company to launch the Fuel Injection (FI) technology in Indian
motorcycles, with the launch of the Glamour FI in June 2006.

Its plants use world class equipment and processes and have become a
benchmark in leanness and productivity.

Hero MotoCorp, in its endeavor to remain technology pioneer, will continue to

innovate and develop cutting edge products and processes.

Products
Hero Honda's product range includes variety of motorcycles that have set the
industry standards across all the market segments. The Company also started
manufacturing scooter in 2005. Hero Honda offers large no. of products and
caters to wide variety of requirements across all the segments.

Distribution
The Company’s growth in the two wheeler market in India is the result of an
intrinsic ability to increase reach in new geographies and growth markets.
Hero MotoCorp’s extensive sales and service network now spans over to 5000
customer touch points. These comprise a mix of authorized dealerships,
Service & Spare Parts outlets, and dealer-appointed outlets across the country.

Brand
The new Hero is rising and is poised to shine on the global arena. Company’s new
identity “Hero MotoCorp Ltd.” is truly reflective of its vision to strengthen focus
on mobility and technology and creating global footprint. Building and promoting
new brand identity will be central to all its initiatives, utilizing every opportunity
and leveraging its strong presence across sports, entertainment and ground-
level activation.
2010-11 Performance
Total unit sales of 54,02,444 two-wheelers, growth of 17.44 per cent
Total net operating income of Rs. 19,401.15 Crores,
growth of 22.32 per cent Net profit after tax at Rs.
1,927.90 Crores
Total dividend of 5250% or Rs. 105 per share including Interin Dividend of Rs.
70 per share on face value of each share of Rs. 2 each
EBIDTA margin for the year
13.49 per cent EPS of Rs.
96.54
About The Company:

The New Delhi, (India)-headquartered Hero MotoCorp has been the world’s
largest manufacturer of motorcycles and scooters in terms of unit volume sales in
a calendar year as a single company since 2001.

Over the past 10 years, the company has rapidly expanded its capacity,
geographic footprint, customer touch points and R&D capabilities to emerge as a
truly global brand.It also entered into synergistic partnerships to strengthen
ecosystem and further fortify the future.

Guided by its values - PASSION INTEGRITY RESPECT COURAGE RESPONSIBLE -

Hero MotoCorp has a cumulative sales to date of over 110 Million motorcycles
and scooters.

From the largest scooter and motorcycle company to a global brand with
footprint across continents, Hero MotoCorp, with a well-defined Vision "Be The
Future Of Mobility", aims to re-define mobility with its Mission to –

CREATE - Re-define mobility through the creation of a robust mobility roadmap

and Set best practices and benchmarks for the industry

COLLABORATE - Leverage partnerships and exhibit teamwork and Co-create

solutions that benefit the community, while caring for both the internal and
external environmental ecosystems and support sustainability

INSPIRE - Move forward with purpose, Inspire our colleagues, customers and
communities, Thrive on the local and global stage.

CONTACT INFORMATION:
 Company Name:- SANGAM AUTOMOBILES
 Address:- Ground Floor, NH 1A, Udhampur, Jammu And Kashmir - 182101.
 Contact:- +911992276420
PRODUCT RANGE:
 Motorcycles, Scooter, scooty
 Bikes Accessories
HERO’S PRODUCT LINE

 Hero Xtreme 200S

Colours Available:
 Sports Red
 Panther Black
 Pearl Silver White
KEY SPECIFICATIONS OF HERO Xtreme 200S

 Engine Type:-Oil cooled& 4 Stroke 2 Valve Single cylinder OHC.

 Mileage:-54 Kmpl.
 Emission Type:- BS6
 Console Type:-Digital
 Fuel Type:- Petrol
 Engine Displ:- 199.6cc
 Max Power:-18.08 PS @ 8500 rpm
 Max Torque: 16.45 Nm @ 6500 rpm
 Hero Xpulse 200

Colours Available:
 Sports Red
 White
 Polestar Blue
 Matt Nexus Blue
KEY SPECIFICATIONS OF HERO XPULSE 200

 Engine Type:-Oil cooled& 4 Stroke 2 Valve Single cylinder OHC.

 Mileage:-49.01 Kmpl.
 Body Type:-Adventure Tourer Bikes.
 Length:-2222 mm.
 Front Disc/Drum Size:-276 mm
 Emission Type:- BS6
 Battery Capacity:-0.084 kwh
 Console Type:-Digital
 HERO MAESTRO EDGE 125

Colours Available:
 Candy Blazing Red
 Pearl Silver White
 Panther Black
 Matte Techno Blue
KEY SPECIFICATIONS OF HERO MAESTRO EDGE 125

 Engine Type:- Air Cooled, 4-Stroke, SI Engine

 Mileage:- 68 Kmpl
 Max Power:- 9.1 PS @ 7000 rpm
 Fuel Capacity: 5 L
 Max Torque. 10.4 Nm
 Seat Height: 775 mm
 HERO DESTINI 125 Xtec

Colours Available:
 Nexus Blue
 Matte Black
 Pearl Silver White
 Nobel Red
 Panther Black
 Chestnut Brown
 Matte Ray Silver
KEY SPECIFICATIONS OF HERO MAESTRO EDGE 125

 Engine Type:- Air Cooled, 4-Stroke, SI Engine

 Mileage:- 50 Kmpl
 Max Power:- 9.1 PS @ 7000 rpm
 Fuel Capacity: 5 L
 Max Torque. 10.4 Nm
 Seat Height: 775 mm
PHOTO GALLERY
CHAPTER 3
 RESEARCH METHODOLOGY

METHODOLOGY
Methodology is the systematic, theoretical analysis of the methods applied to a
field of study. It comprises the theoretical analysis of the body of methods and
principles associated with a branch of knowledge. Typically, it encompasses
concepts such as paradigm, theoretical model, phases and quantitative techniques

A methodology does not set out provide solutions it is, therefore, not the same
thing as a method. Instead, it offers the theoretical underpinning for understanding
which method. Set of methods or so called "best practices" can be applied to
specific case, for example, to calculate a specific result.
It has been defined also as follows:

1. "the analysis of the principles of methods, rules, and postulates employed by a

discipline"
2. "the systematic study of methods that are, can be, or have been applied with in
a discipline"
3. "the study or description of methods"

RESEARCH PROCESS
Before embarking on the details of research methodology and techniques, it seems
appropriate to present a brief overview of the research process. Research process
consists of series of actions or steps necessary to effectively carry out research and
the desired sequencing of this step.

1. Formulating the research problem

2. Extensive literature survey
3. Development of working hypothesis
4. Preparing the research design
5. Determining the research design
The research was carried out as per steps of customer research process. The
figure below depicts a model of consumer research process.

Define the objectives of the research

Collecting and evaluating secoundary data
Designing a primary research study
collecting of primary data
processing and interpretation of data

SOURCES OF DATA
The task of collecting data being after a research problem has been defined and
plan is chalked out. This study pertains to collection of data from primary and
secondary sources.

Primary Data
Data are collected for the first time for a specific purpose, has been collected
directly from the sample respondents through descriptive research method.
Questionnaire through personal contact ie., by interview.

Secondary data
Secondary data has been collected from already published standard books,
newspaper, magazines and internet portal referred by the company sales guide.

Research instrument
Closed-ended Questionnaires is used as instrument for this research study and the
set of the sample is restricted to 100 samples.

DESCRIPTIVE RESEARCH DESIGN

Descriptive research design includes survey and fact findings, enquires of different
kinds. The major purpose of descriptive research is description of state of affairs,
as it exists at present. In social business research, we quiet offen use the term Ex
post facto research for descriptive studies.

The main characteristic of this method is that the researcher has no control over
the variable; he can only report what is happened or what is happening. Most Ex
post facto research projects are used for descriptive studies in which the researcher
seeks to measure such items, for example, frequency of shopping, and customer
preferences on products or services.

Descriptive research method will be applicable to the existing problem. Here the
study is conducted for a fact Le, to know the "Effectiveness of market segmentation
towards Hero Moto cop". So, the process was conducted through questionnaire.

Required information
 Demographic profiles of the respondents
 Information on factors influencing respondents while choosing a brand.
 On which brand the respondents are interested in and the reason why they
are stick on to the brand. Whether they will switch over to other brands.

RESEARCH INSTRUMENT DESIGN

QUESTIONNAIRE
This method of data collected is quite popular particularly in case of big enquiries.
Private individuals are adopting it. Research workers, private and public
organizations and even by government. In this method, a questionnaire is sent to
the persons concerned with the request to answer the questions and return the
questionnaire. A questionnaire consists of number of questions printed or typed in
a definite order on a form

The researcher has used questionnaire for the following purposes:

For identify the demographic profile of the respondents.
 To study the interest and satisfaction level towards the varies attributes of
Hero bikes compared to other cars.
 To identify the customers option towards the advertisement of Hero Bikes
and identifying the general satisfaction level on Hero Bikes.

SAMPLING UNIT

Sampling unit deals with persons to be surveyed. The researcher must define the
target population. Among the motor bike user's customers of Hero in Bangalore is
the sample population for the study. Based on random sampling grouped based on
geographical area.

SAMPLE SIZE
Once the sampling sized was determined, the sampling size was fixed to 100
consumers.

CHAPTER 4
 DATA ANALYSIS AND INTERPRETATION

Table No. 4.1 : Gender Profile of the respondents.

GENDER RESPONDENT’S GENDER PERCENTAGE

DETAIL
MALE 180 90%
FEMALE 20 10%
TOTAL 200 100%

10%

MALE
FEMALE
TOTAL

90%

Interpretation:
From above table and figure adjoining the table it was seen that 180 people
rebound to be male (90%) whereas 20 were females (10%). This shows there was a
misty of male customers who are Hero buyers.
Table No. 4.2 : Age Profile of the respondents.

AGE PROFILE AGE OF RESPONDENTS PERCENTAGE

19-25 years 40 20%
26-35 years 120 60%
36-45 years 28 14%
Above 45 years 12 6%
Total 200 100%

6%
20%
14%
19-25 years
26-35 years
36-45 years
Above 45 years

60%

From above table and figure adjoining table it can be seen clearly that around 60%
of respondents were found to be in the age group 26-35 years ie, 120 persons. This
shows that the majority of the buyers or we can say the consumers were middle
aged. Whereas 40 Persons were found in age group 19-25 years, 28 were found in
36-45 groups and 12 were found in above 45 years age group
Table No. 4.3 : Occupational level ?

OPTIONS RESPONDENTS PERCENTAGE

Enterpreneur 36 18%
Govt. Service 80 40%
Pvt. Service 48 24%
Housewife 12 6%
Student 24 12%
Total 200 100%

12% 18%
6% Enterpreneur
Govt. Service
Pvt. Service

24% Housewife
Student
40%

Interpretation:
From the above table and adjoining figure it shows the occupational level of the
customers as it will play important role in determining whether there is any
importance for satisfaction level or not. The data revealed that around 18% of the
people were found to be entrepreneur or having their own business, 40% were
found to be in Govt. Service and 24% in Pvt. Service whereas 6% were found to be
housewives and 12% were students. The analysis shows that majority of the
respondents were in Govt. Service and Pvt. Sector employees
Table No. 4.4 : Do you agree that Hero bikes are of good quality?

OPTIONS RESPONDENTS PERCENTAGE

Strongly disagree - -
Disagree 8 4%
Neither agree or disagree 32 16%
Agree 152 76%
Strongly agree 8 2%
Total 200 100%

2%

4%
16%
Strongly disagree
Disagree
Neither agree or disagree
Agree
Strongly agree

76%

Interpretation:
In the above-mentioned table number and figure, around majority of respondents
i.e. 76% were found to be Agree with the statement that bikes available at Hero
moto are of good quality 2% were seems to be strongly agree with this statement
where as it was seen that 16% of customers stated that they were neither agree
nor disagree with the statement whereas 2% stated that they are strongly
disagreeing this statement. The data shows that majority of the customers are
agreed.
Table No. 4.5 : Do you agree with the prices of Hero Bikes?

OPTIONS RESPONDENTS PERCENTAGE

Strongly agree - -
Agree 8 4%
Neutral 80 40%
Disagree 112 56%
Strongly disagree - -
Total 200 100%

0% 4%

0%

Strongly agree
Agree
40% Neutral
56%
Disagree
Strongly disagree

Interpretation:
in above table and figure, the customers were asked to tell whether the price of
products sted in the showroom are good and up to date. In response to this
statement, majority of the respondents ie: 56% of the people said that the prices
are high,40% of customers were neutral about it and 4% of the people said that
prices are satisfactory.
Table No. 4.6 : Do you agree that the after sales services provided by Hero are
good?

OPTIONS RESPONDENTS PERCENTAGE

Strongly agree - -
Agree 194 96%
Neutral - -
Disagree 8 4%
Strongly disagree - -
Total 200 100%

0%
0%

0%

4% Strongly agree
Agree
Neutral
Disagree
Strongly disagree

96%

Interpretation:
In above table and the figure shows the response of the customers to the statement
that whether the after purchase service is good or not. In response to this
statement around 96% of the people were see satisfied whereas only a small
amount of people 4% were unsatisfied.
Table No. 4.7 : Do you agree that the commitments made by the salesperson at
Hero are fulfilled?

OPTIONS RESPONDENTS PERCENTAGE

Strongly agree - -
Agree 152 76%
Neutral - -
Disagree 48 24%
Strongly disagree - -
Total 200 100%

0%
24%
Strongly agree
Agree
0% Neutral
Disagree
Strongly disagree
76%

Interpretation:
In the above Table and the figure adjoining it, the customers were asked that
whether the In response to this statement, 76% of the majority of the respondents
said that they are commitments are being made by the Department regarding the
different things are fulfilled. isfied with the statement where as 24% of the
individuals said that they are not satisfied with the present commitments, as they
are not fulfilled.
Table No. 4.8 : Do you agree that the product and service provided by Hero are
satisfactory?

OPTIONS RESPONDENTS PERCENTAGE

Very Bad - -
Bad 8 4%
Neither Good Nor Bad 28 14%
Good 156 78%
Very Good 8 4%
Total 200 100%

0%
4%
4%
14%
Very Bad
Bad
Neither Good Nor Bad
Good
Very Good

78%

Interpretation:
In the above table and adjoining figure when the customers were asked to combine
and rate eir overall experience with regard to shopping and buying products at
Hero Moto majority the respondents i.e. 78% said that there overall experience
was really good. Whereas 14% of people said that there experience was neither
good nor bad, 4% said that there experience
Table No. 4.9 : Where do you come to know about our bikes?

Source In Numbers PERCENTAGE

Advertisement 80 40%
Dealers 20 10%
Company Layout 36 18%
Word of Mouth 48 24%
Marketing Team 16 8%
Total 200 100%

8%

Advertisement
24% 40% Dealers
Company Layout
Word of Mouth
Marketing Team
18%
10%

Interpretation:
In the above table and adjoining figure customers were asked where do they come
to know about about 40% of them come to know about us from our advertisements
24% from word of 18% from company layout and rest 10% & 8% are from dealers
and marketing team respectively.
Table No. 4.10 : Are you satisfied with the colour variant availability of Hero Bikes?

AVAILABILITY OF IN NUMBERS IN PERCENTAGE

COLOURS
Wide 152 76%
Limited 32 16%
Very Few 16 8%
Total 200 100%

8%

16% Wide
Limited
Very Few

76%

Interpretation:
In above table and figure adjoined with it customers were asked whether they were
satisfied with our colour variant availability or not. To this 76% said that we have
wide variety, 16% tid that colour variants are limited and about 8% said that there
are very few colour variants.
 CHAPTER 5
FINDINGS
1. It has been found that the majority of customers who were there to
purchase were males.
2. Majority of customers belong to 26-35 years age group i.e. most of them
of adult age.
3. The analysis shows that majority of the customers were in Govt. service.
4. Majority of customers agreed the fact that the Hero bikes are of good
quality.
5. The majority of customers about (56%) disagree with the prices of bikes
whereas about (40%) were neutral about it.
6. Most of the customers were happy about the after sales services
provided by the company i.e. 96% and only mere amount i.e. 4%
disagreed.
7. Majority of customers agreed that the commitments made by the
salesperson were fulfilled and 24% disagree with it.
8. 78% of customers said that the product and services provided by our
company are satisfactory and about 4% were neutral about it.
9. Majority of customers said that they come to know about our bikes from
advertisement and on about 24% come to about us from word of mouth
(from other people).
10. Majority of customers are satisfied with the availability of colours of
Hero bikes.
CHAPTER 6

RECOMMENDATIONS
The recommendations that were obtained while analysing the collected data
are given below:
1. It is recommended to the company that they should change their
product catalogue from time to time to bring newly launched products
and look good in the catalogue as well.
2. Company should also start promoting their product through
promotional offers and discount as well to attract more and more
customers.
3. The staff should be train on regular basis so that the customers find them
very cooperative and approachable.
4. The time taken in providing the required service to the customer should
be prompt, effective and less time consuming.
5. The financial facilities should be more customer friendly and less
complicated.
6. As majority of customers disagree with the prices of Hero bikes therefore
some adjustments should be made according to customer needs.
7. According to the data collected, it was observed that majority of
customers belong to years 26-35 age group, therefore using social media
platforms will strengthen the marketing strategy of Hero.
CHAPTER 7
QUESTIONNARIE

Q1.) Your gender?

a) Male
b) Female

Q2) Your age lies in the group?

a) 19-25 yrs.
b) 26-35 yrs.
c) 36-45 yrs.
d) Above 45 yrs.

03) Your occupation?

a) Govt. Service
b) Entrepreneur
c) Pvt. Service
d) Housewife
e) Student

04) Do you agree that Hero bikes are of good quality?

a) Strongly agree
b) agree
c) Neither agree nor disagree
d) Disagree
e) Strongly disagree

05) Do you agree with the prices of Hero?

a) Strongly agree
b) agree
c) Neither agree nor disagree
d) Disagree
e) Strongly disagree

06) Do you agree that after sales services provided by Hero are good?
a) Strongly agree
b) agree
 c) Neither agree nor disagree
d) Disagree
e) Strongly disagree

07) Do you agree that the commitments made by the salesperson at Hero
are fulfilled?
a) Strongly agree
b) agree
c) Neither agree nor disagree
d) Disagree
e) Strongly disagree

8) Do you agree that the product and services provided by Hero are
satisfactory?
a) Strongly agree
b) agree
c) Neither agree nor disagree
d) Disagree
e) Strongly disagree

9) Where do you come to know about us?

a) Advertisement
b) Dealers
c) Company layout
d) Word of Mouth
e) Marketing team

10) Are you satisfied with the colour variant availability of Hero bikes?
a) Wide
b) Limited
c) Very few
REFERENCES

 Research Methodology by C.R Kothari

 Marketing management by Philips Kotler
 Marketing research by G.C BERI
 CERTIFICATE OF COMPLETION

SANGAM AUTOMOBILES
Address - Shiv Nagar, Near J&K Bank Udhampur
Mobile:- 9419160507 Email-dogramohit1999@gmail.com

TO WHOM IT MAY CONCERN

EXPERIENCE LETTER

This is to certify that Miss ROOKEYA SABUNIA D/O MOHD ANWAR Regd no.
1460GDCBU20, is a student of BBA from Govt. Degree College Udhampur has
done her internship on the topic “Effectiveness of marketing mix strategies” at
our organisation from 9 Nov 2022 to 19 Dec 2022.

Her performance during her internship was excellent

Sangam Automobiles wishes you success in your future endeavours.

Thanking You
Yours truly

For Sangam Automobiles Dated:-

Vivek Raman
Managing director