Professional Documents
Culture Documents
160223578 Yamaha Motor Company Project
160223578 Yamaha Motor Company Project
ON
Yamaha motor India pvt.ltd
SUBMITTED
TO
UNIVERSITY OF PUNE
BY
Bicky shah
AS PART FULFILLMENT OF
BBA (II YEAR)
OCTOBER 2008
Table of
1
CONTENTS
Chapter No. Title Page No.
Declaration 4
Guide Certificate 5
Acknowledgement 6
Executive Summary 7
Objectives 8
I Introduction 9-30
1.1 Background of the survey
1.2 Product-An overview
1.3 Objectives of the survey
II RESEARCH METHODOLOGY 31-38
2.1 Research Design
2.2 Types Data
2.2.1 Primary Data
2.2.2 Secondary Data
2.3 Sources of Data
2.4 Sample Plan
2.4.1 Universe
2.4.2 Sample Size
2.5 Method of Data collection
2.5.1 Questionnaire
2.5.2 Formation of Questionnaire
2.6 Field Work
2.7 Data Analysis
2.8 Limitation
2.9 Presentation of the Report
III Data Processing and Analysis 39-51
IV Major Findings 52-53
V Suggestions and Recommendations 54-56
Annexure 57-63
A:Questionnair
B:List of contacts made
C:Brochure, if any
2
D:Bibliography
E:Any other
DECLARATION
3
I hereby declare that this Market Survey Report “YAMAHA MOTOR
INDIA” submitted towards fulfilment of BBA Degree of Pune
University is and original work done by me.
_____________
SIGNATURE
BICKY SHAH
DATE:-
PLACE:-
CERTIFICATE
4
This is to certify that Project report titled “YAMAHA MOTOR INDIA”
is a bonafied work carried out by Mr. Bicky Shah of BBA -2nd yr of
Sinhgad College of Science toward fulfilment of BBA degree of
university. He has worked under our guidance and direction.
Signature Signature
Date: - Date:-
Place: - Place:-
ACNOWLEDGEMENT
5
This Project Report would not have been completed without the
guidance of our principal Dr. Sampada Joshi and Project Guide Prof.
S.D.Karlekar.
____________
BICKY SHAH
Date:-
Place:-
EXECUTIVE SUMMARY
6
The company Yamaha Motor Pvt. Ltd. Is an internationally acclaimed company
in the field of two wheeler?
OBJECTIVE:-
7
1. To screen the market presence of Yamaha Motor India Pvt. Ltd.
2. To assess the level of satisfaction among the customers.
3. To find out the perception of the customer and the users about Yamaha
Bikes.
4. To find out the exceptions of the customer with regards to quality and
service.
5. To find out the effectiveness of marketing activities undertaken by Yamaha
Motor India Pvt. Ltd.
Methodology:-
This is a Quantitative Research with inputs from customers of
Yamaha Motor India Pvt. Ltd. In areas of Pune City. The consumers are with
the help of questionnaires and personal interviews.
Sampling Plan:-
The Sampling frame consists of 50 users of Yamaha Bikes.
8
CHAPTER NO .1
INTRODUCTION
Five players mainly dominate the two-wheeler segment. All these companies
have foreign collaboration mainly with well known Japanese firms. All these
players have been expanding capacity and widening their product base which
confirm to Euro Environment norms.
Indian is one of the lowest cost production bases for two-wheelers. In the last
four to five yrs, the two wheeler market has witnessed a marked shift towards
motorcycles at the expense of scoters. In the process the share of motorcycle
segment has grown from 48% to 58%.
The urban customers are aspiring to possess the latest in terms of looks,
technology, energy efficient and sleeker looking models that replaced the staid
ones in the market. In rural areas, consumers have come to prefer sturdier
bikes to withstand the bad road conditions.
Marketing is a dynamic field. In past few years, many important and dynamic
changes have taken place in marketing field as a result of rapid technological
changes, globalization as well as unemployment and stagnation, etc. The
marketing executives have been forced to assume wide range of
responsibilities. The companies have been more market driven in their
strategic decision-making.
YAMAHA MOTOR
Yamaha Motor India Pvt. Ltd. Is a 100% owned subsidiary of Yamaha Motor
Company Ltd. of Japan. Yamaha Motor is located at Faridabad, Haryana with
employee strengthof more than 3000 people. The company has opened
“Yahama One”- a branded dealership at Delhi and plansto open more in the
future.
2) An easy to ride seating area that gives riders the freedom of movement and
allows them to steer effectively,
3) The glamorous tail treatment that takes into account the management of
airflow behind the rider, and
12
room where YZF-R1 designers worked. Information was shared, ensuring that
the R lineage would be transmitted. In addition, the model also incorporates a
multitude of adjustments for the Indian market including seat shape that allows
for tandem riding (integrated with the main seat).
Wheelbase 1,290mm
Yamaha Crux
14
Crux providing outstanding pick up comes with advanced air-colled 4 stroke
engine. Its elegant body graphics and excellent structure seem really mind
captivating features to the classy bikers.
Its smooth and comfortable riding suspensions are the adjustable shockers. If
going for a long ride, then long comfortable seat of Crux will provide pleasure
of happy journey.
Its 130 diameter drum brake gives the proper support of riding. Its chrome
plated fender is the best supporter of the supportive wheel.
Its light fitting is among other feature who gives the complete assurance of
night riding. This arrangement includes multi- reflector headlight and multi-
reflector tail lamp.
Red
Black
Silver
Specifications
Engine / Transmission
Displacement 105.6 cc
15
Max. Power 7.6 Bhp @ 7500 rpm
Dimensions (L x W x H) 1997x735x1055mm
Wheelbase 1247 mm
Electrical
Suspension
Tyre
Fuel
Brake
Yamaha Enticer
16
The bike on test with me is the base version without disc brakes or self start,
costing Rs.55, 185/-. If you add Rs.9,000/- to it for disc brake and self start, it
still is only Rs.64,000/-, which is still Rs.25,000/- less than the Eliminator
which comes with self start and disc as standard.
While the Enticer entices aspirants with its price, the Eliminator eliminates most
aspirants with its price.
So, what is it like? Looks it has in plenty. Raised handlebar. Long wheel-base.
Easy rider seating geometry. Foot boards instead of foot pegs. Fat rear tyre.
Single pod instruct. Chromed RV mirrors. And currently available in three
colours: Gold (light yellow), Burgundy (reddish) and Black.
17
Wheelbase is 1375 mm with a claimed ground clearance of 140 mm. Kerb
weight (with oil and full petrol tank) is 125 kg while dry weight is 116 kg. Fuel
tank capacity is 13 litres with a reserve of 2.4 litres. The VM20SS, Ucal /
Mikuni carburettor breathes thru a wet type air cleaner. Fuel is ignited by an
NGK spark plug, model CR7HSA with ideal plug gap being 0.65 mm. Ignition
is CDI.
Engine oil specified is Yam lube 4-stroke motor oil (20W40 type SF) or
equivalent. Yamaha also warns NOT to use oils that contain anti-friction
modifiers or car oils (often referred to as Energy conserving oils) that contain
anti-friction additives, since this will cause clutch slippage and will in turn
reduce life of components and cause drop in engine performance. While total
quantity of engine oil is 1.2 litres, top up quantity is a convenient one litre.
Black
Burgundy
Gold
Yamaha Gladiator
18
Gladiator’s single cylinder air cooled 4 strokes to deliver maximum power of
8.0 kW @ 7500-6500 rpm.It is further equipped with many features like
graphics and volume , new design side cover , newly designed shroud
highlighting down force line etc. Comforts of the passengers are highly
maintained due to the presence of specially designed seat with enough front
and rear space, supporting and easily grabbing die-cast aluminium grab-bar
etc.
Its masculine body structure supported by light weight diamond type frame is
the assurance of stable riding. Its riding suspension ensures the smooth, jerk
free biking.
Its front brakes include 240 mm disc brake with eco-friendly brake pads and
150 mm drum brake with large capacity. Rear brakes of this motorcycle
include dust resistant, durable 130 mm drum brake and non-asbestos brake
shoe to lessen environmental impact.
Other striking features available in this bike are DC-CDI ignition system , 5
spared transmission , air induction system and hair pin type catalytic converter,
19
non-asbestos type cults friction plate, low noise (silent) cam chain, YTPS
equipped BS carburettor, newly designed sporty muffler etc.
Gladiator Std
Gladiator DX
Technical Specifications
Engine
4 Stroke, Air Cooled,
Type
SOHC, Advantech Engine.
Displacement 106 cc
Bore xStroke 49 * 56 mm
Performance
Max.BHP 7.6PS @ 7,500 rpm
Max. Torque(Nm) 0.8 Kgm @ 6000 rpm
Max. Speed 110 kmph(Solo)
Transmission 4 Speed
Electricals
Battery 12V - 2.5 AH
Head Light 12V - 35/35W
Tail Light 12V - 5/21 W
Turn Flasher 12V - 10W (x4)
Chassis
Frame Double Cradle
Dimension (l x w x h) 2025 x 730 x 1050 mm
Wheelbase 1290 mm
20
Ground Clearance 173 mm
Kerb Weight 109 kg
Suspension
Telescopic Forks, Oil
Front
Damped
Adjustable, 5 step, Oil
Rear
damped Coil Spring
Tyres
Front 2.75 X 18" Ribbed
3.00 X 18" - 6PR
Rear
Universal
Fuel Tank
Tank Capacity 13 Lts., Reserve 1.70 Lts.
Brakes
Front 130 mmDia.
Rear 130 mm Dia.
Yamaha Libero G5
21
Specification
Engine / Transmission
22
Primary/Secondary reduction ratio 3.722 (67 / 18) / 3.214(45 / 14)
1st: 3.000(33 / 11); 2nd:
Gear ratio 1.688(27 / 16); 3rd: 1.200(24 /
20); 4th:0. 875(21 / 24)
Clutch type Wet, Multiple-disc
Electrical
Suspensions
Brakes
Tyres
Dimension
23
Wheelbase 1290 mm
Ground Clearance 173 mm
Kerb weight 119 kg
Dry Weight 109 kg
Frame Type Double Cradle Type
Fuel
Red
Blue
Black
24
Yamaha Alba 106 is the gem unveiled by the Yamaha Motors, India which has
been incorporated with advent grade technological inputs. Beautifully blending
the youthful style with decency the new launch exhibits robustness and solidity,
enough to lure the buyers. Features beneficial in imparting these qualities to the
bike are its brawny muscled tank, well built side and rear panel. Economic &
demanding low maintenance, it offers optimum comfort to the rider.
Salient features of this amazing bike which makes it apt for rider’s correct
posture are:
Aerodynamic cowl
Sturdy tank
Broad seat
Ergonomic seat
Handlebar
Knee recess on the petrol tank
Other Features
Yamaha Alba 106 is appropriate for Indian driving conditions, with its awesome
spaced gear ratio which enables it to drive smoothly even in congested
conditions without repeated gear changing. Some of the attributes are listed
below:
25
106cc engine
Good combo of torque and mileage
Long lasting life
Innovative designed indicators
Tail light
Four stroke bike
Powered by single cylinder
Two-valve
Air cooled engine
Peak power of 7.6 PS at 7,500rpm
Maximum torque of 7.85 Nm at 6,000rpm
Enhanced air induction system
Breathing engine reduces exhaust emissions
Available Colours:
Black
Blue
Red
Silver
26
Note: Company does not manufacture this model.
The present models of Yamaha are cashing in on the popularity gained by the
Yamaha RX100. Yamaha decided to launch upgraded models after the earlier
model could not conform to the emission standards. The first was the RXG 135.
It made up for the power loss due to improvement in the engine to tackle
emission norms. However, it could not match the performance and the
expectation that people had developed about Yamaha because of the RX 100.
Then came the YEIS 135. There is a considerable difference in performance due
to changed gear ratio and tuning. The styling has also been adapted to reflect a
more contemporary ethos. This is finally a bike that Yamaha lovers love to call
their own.
Escorts Ace
27
Note: Company does not manufacture this model.
Yamaha RXZ
Note: Company does not manufacture this model.
This is an entirely new look Yamaha, achieved with the help of the side panel,
matching headlight cover, engine guard and fuel tank has enhanced the sale and
the look of the bike. To go with the new style is the 135cc engine that the
Yamaha introduced with the RX 135. The engine along with its styling changes
brought the spirit of the RX 100 back into the Yamaha RXZ. The addition of a
tachometer to the Speedo consloe looks a bit incomplete but has made up for the
lack of instrumentation in the earlier models. An addition is the headlight,
which improves the styling, and also the aerodynamics of the vehicle.
Yamaha Motorcycles
28
Model Capacity
Rajdoot Excel 173cc
Yamaha Crux 106cc
Yamaha R15 149.8cc
Rajdoot Standard 173cc
Yamaha Enticer 123.7cc
Yamaha Escorts Ace 173cc
Yamaha Gladiator 123.7cc
Gladiator Std
Gladiator DX
Yamaha Libero G5 106cc
Yamaha RXZ 132cc
Yamaha RX 135 132cc
Yamaha YBX 125 125cc
Yamaha Gladiator Type JA 123.7
Yamaha Alba 106 106cc
Model Capacity
Toro Rosa 100cc
Toro Jazz 109.7cc
Objective of Survey
29
The research was conducted with following objectives.
To screen the market presence of the Yamaha Motor India Pvt. Ltd
To assess the level of satisfaction among the customers.
To find out the perception of the customers and users about Yamaha
Bikes.
To find out the exception of the customers with regards to the quality and
services.
To find out the competitive strength of Yamaha Motor India Pvt.Ltd.
To find out the effectiveness of marketing activities undertaken by
Yamaha Motor India Pvt. Ltd.
To find out customers awareness about the Yamaha bikes and familiarises
user about Yamaha bikes.
To assess the overall performance of Yamaha Bikes.
CHAPTER NO.2
RESEARCH METHODOLOGY
30
2.1 Research Design
2.8 Limitations
Research Methodology:
31
2.1 Research Design:
The research deign used for this project was exploratory in nature as there was
no hypothesis to test. The project provides some general information about
Insurance industry of Pune city and about customer’s preferences among the
alternatives. So these can be general information but not any specific result. It
provides information about the actual facts related to the target segment.
Personal interview method was most suitable for the market survey.
The Secondary Data are, on the other hand, are those which have already
been collected by someone else and which have already been passed through
statistical process.
The primary source was used in the research. The information gathered for
this project is differing from person to person as there is differences in each
human being. So the observation and the survey of the people are the primary
sources of data from this project. As such there is no secondary data available
for the information required for a particular matter. So the primary source of
data collection can only give the real and detailed information required for the
project.
33
totality is made. In other words, it is the process of obtaining information about
an entire population by examining only a part of it.
2.4.1 Universe:
From a statistical point of view, the term ‘universe’ refers to the total of the
items or units in any field of inquiry or to the total of items about which
information is desired.
For the purpose of this study the universe has been defined as “The set
consisting of all the customer of Insurance in Pune city (Sinhgad institute and
sinhgad road)
Sample Size means how many people should be surveyed. Large sample
size gives more reliable results than small one. Sampling is the method and
selecting sample for studying the position of universe in total.
Methods by which data are collected. The type of data collection begins
after a research problem has been defined and research design chalked out.
34
Here the data were collected through two methods.
2.5.1 Questionnaire:
35
In this project structured questionnaire were used with closed and open ended
questions in it. As this form of questionnaire reduces the difficulty of the
respondent while answering the questions?
Field work is defined as the place where you have conducted your survey and
with whose help you have taken.
Field work for this project was performed by me without the help of any
people. My Field work consists of questionnaire which I have circulated among
50 customers so that I can get information that was required for the project.
For this project percentage method is used for the analysis of the available
data. With the help of percentage method the data has been converted into
percentage and has been represented with the help of graph.
2.8 Limitations:
36
1) The recommendations are based on the respondents, which may include an
element of bias.
Chapter no.2: Includes the various research methodology used for the
preparation of this project.
Chapter no.5: Includes the conclusion and the recommendations about the
project from the analysis of the data.
38
Chapter 3
Table no.1
39
Enticer 12 24%
Gladiator 11 22%
Libero 5 10%
RX 2 4%
Crux 16 32%
Others 4 8%
Total 50 100%
24%
8%
32% Enticer
Gladiator
Libero
RX
10% Crux
Other
4% 22%
Diagram No.1
From the above table it is clear that 24% of the respondent owned Enticer, 22%
Gladiator, 10% libero, 4% RX, 32% of Crux and 8% of the respondent owned
model of Yamaha.
Table no.2
40
Performance 11 22%
Price-value 7 14%
Pick-up 12 24%
Mileage 7 14%
Total 50 100%
14% 18%
8% Style
Comfort
24% Performance
Price Value
14% Pick Up
Milage
22%
DIAGRAM NO. 2
From the above table it is clear that most of the respondent select Yamaha
bike on the basis of pick-up & performance. They also see the price value
& mileage of the bike.
Compared to other bikes available in the market, would you say that
Yamaha bikes are........?
Table no.3
41
Same 16 32%
Worse 4 8%
Much worse 2 4%
Don’t know 8 16%
Total 50 100%
16% 6%
4%
Much Better
34%
8% Somewhat better
Same
Worse
Much Worse
Don't Know
32%
Diagram No.3
From the above table it is clear the compared to other bike available in
the markets Yamaha’s bikes are somewhat better or same.
Table no.4
42
Radio 0 0
Newspaper 3 6
Magazine 3 6
Hoarding 2 4
Friends\Relatives 5 10
Total 50 100
4%
6% 10%
T.V
6%
Radio
Newspaper
Magazine
Hoarding
Friends\Relatives
74%
Diagram no.4
From the above it is clear that 74% of the respondents hear about the Yamaha
bike from T.V so we can say that T.V is the most sufficient advertising method
for Yamaha to promote its product.
The customers were asked how much you spend on your bikes. The responce
was recorded as under:
Table no.5
43
Below 500 18 36%
500-1000 22 44%
1000-2000 7 14%
2000 & above 3 6%
Total 50 100%
14% 6%
36%
Below 500
500-1000
1000-2000
2000&above
44%
Diagram no.5
From the above table it is clear that 36% of the respondent spend below 500,
44% spend 500 to 1000, 4% spend 1000 to 2000 & while only 6% spend
above 2000 on the maintenance of their Yamaha bikes.
The customers were asked are you satisfied with the performance of Yamaha
bike. The response was as under:
Table n.6
44
NO 6 12%
TOTAL 50 100%
12%
Yes
No
88%
Diagram no.6
From the above table it is clear that 88% of the respondents are satisfied with
the performance of Yamaha bike while 12% of the respondents are not
satisfied.
Does the look of the bike matter while purchasing a Yamaha bike?
The customers were asked “Does the looks of the bike matter while
purchasing of Yamaha bike?” The response was recorded as under:
Table no.7
45
total 50 100%
Yes
No
100%
Table no.8
46
Total 50 100%
34%
Cash
Finance(Credit)
66%
Diagram no.8
From the above it is clear that 34% of the respondent prefer cash mode,
while 66% prefer mode of finance for purchasing Yamaha Bikes.
Are you satisfied with the after sale – service provided by Yamaha
bike ?
The customers were asked that if they were satisfied with the after sale
service provided by of Yamaha bike. The response was recorded as under:
Table no.9
47
No 28 56
Total 50 100
44%
Yes
56% No
Diagram no.9
From the above diagram we can say that Yamaha should increase it’s after
sale service to satisfy its customers.
Table no.10
10%
14%
Yes
No
Sometimes
76%
Diagram no. 10
The customers were asked “How many Yamaha bike you have owned until
now “. The response was recorded as under:
Diagram no.11
49
Three 16 32%
Total 50 100%
24%
32%
One
Two
Three
16%
Diagram no.11
Would you like to add any special features in your Yamaha bike?
Diagram no.12
50
Disc Brakes 10 20%
New Colours 8 16%
Others 12 24%
Total 50 100%
24% 12%
Style\Looks
Electric\Start
28%
Disc Brakes
New Colour
16% Others
20%
Diagram no.12
From the above table it is clear that respondent want to add electric start,
disc brakes etc. in Yamaha bikes. They also want to see Yamaha bike in new
styles and colours. While some respondent had suggest to reduce price, to
increase in mileage, put comfortable seats.
51
Chapter 4
MAJOR FINDINGS
Major Findings
Mostly the customers are in the age group of 20-30 years.
52
Yamaha Motor India Pvt. Ltd. has a market share of about 10% in the two
wheeler automobile industry.
66% of the customer would like to finance their bike while purchasing.
The dealer’s network is not strong and time to get bike service need is also
not satisfactory where as quality of service, availability of spares, service
cost and treatment by dealer are satisfactory.
CHAPTE NO .V
53
SUGGESTIONS AND RECOMMENDATIONS
SUGGESTIONS
After looking into the finding of the survey! I would like to give some
suggestion to the company. So that Yamaha India Pvt. Ltd. can increase its
share in the two wheeler automobile market. It has been found in the survey that
Yamaha bikes are facing problems due to its features of motorcycle. The
customers are basically complaining about the mileage, which is the major
54
problem the bike is facing. Apart from the survey, what I feel is that the reason
of motorcycle sale not picking up in the market as compared to other brands is
the lack of aggressive marketing
I would like to give 40% of the reasons of not picking up sales of bike to its
product and 60% to the improper marketing strategy which is the main reasons
as to why the company is not able to increase its share in the market.
In the end, I would say that the customer satisfaction should be the main target
and mission of the company of the company to create the brand loyalty among
the customer.
CONCLUSION
55
The company needs aggressive marketing efforts.
The company has about 10% market share in the two-wheeler segment of
automobile industry.
ANNEXURE
56
A: QUESTIONNAIRE
B: LIST OF CONTACT MADE
C: BIBLIOGRAPHY
QUESTIONNAIRE
Please tick your appropriate choice.
NAME:...................................................................................
3. Compared to other bikes available in the market, what would you say that
YAMAHA Bikes are....?
[ ] Much better [ ] Some what better
[ ] Same [ ] Worse
[ ] Much worse [ ] don’t know
(49)
6. How many YAMAHA Bikes you have used until now?
[ ] One [ ] Two
[ ] Three [ ] More
9. Does the look of the bikes matters while purchasing YAMAHA Bikes?
58
[ ] Yes [ ] No
15.Do you always get your bike serviced at YAMAHA service station?
[ ] Yes [ ] No
[ ] Sometimes
16.Would you like to add any special features in your YAMAHA Bikes?
[ ] Style [ ] Electric Start
[ ] Disc brakes [ ] New colours
[ ] Other (specify..................................)
59
LIST OF CONTACT
1. ROSHAN KUMAR
2. SHIV KUMAR
3. ROMAL KUMAR SINHA
4. SANDEEP RUNGTA
5. SAKET ANAND
6. MANAN MEHRA
7. RAJAN KHANDELWAL
8. BICKY SHAH
60
9. SAJIB SHAH
10. AKASH OJHA
11. HIMANSHU MITTAL
12. ANKIT CHAUDHARY
13. SUMIT PATNI
14. PIYUSH MITTAL
15. ABHISHEK KUMAR SINGH
16. ANKIT MISHRA
17. SHREYS
18. RAJENDRA AHUJA
19. SANJEEV KUMAR
20. KUNAL
21. VAIBHAV
22. VEENIT
23. BILAL
24. ANSHUL
61
35. SONU SINGH
36. AMAN
37. ANIT
38. MIKU
39. ROHIT KUMAR
40. RATANLAL
41. VIRAJ
42. VIKRAM
43. BABA SHAIB PATARE
44. BHARGAW
45. MILAN
46. CHINTAN
47. DEV
48. UNNAT KHETAN
49. ASHISH JHA
50. MANISH KUMAR
BIBLIOGRAPHY
Books:
Websites:
62
www.msnsearch.com
www.google.com
63