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Marketing should not be looked upon in a vacuum or in isolation. It is an essence taking a view of the whole business organization and its ultimate objective concern for marketing must penetrate all areas of the enterprise. Market survey in today’s competitive world is a must for every organization. This project is a study of market potential of Two-wheeler. The rational behind this particular study is to find out the present market scenario of various brands & to find out the corporate need and perception. It was a pleasurable experience to conduct a research on behalf of Two-Wheeler pertaining to the study of the Automobile Sector. Conclusion and there by recommendation has been arrived at by proper and justified interpretation of the result derived from the above said analytical tools and techniques.
Preparing a project of this nature is an arduous task and I was fortunate enough to get support from a large number o persons. I wish to express my deep sense of gratitude to all those who generously helped in successful completion of this report by sharing their invaluable time and knowledge. It is my proud and previledge to express my deep regards to Respected Principal Sir Dr.J.P.N. Pandey , Head of Department Dr. Anand Tiwari , Mrs. Shikha Urmil Khan and Miss Deepti Patel Department of Business Management , Govt. Autonomous Girls P.G. College of Excellence Sagar for allowing me to undertake this project. I feel extremely exhilarated to have completed this project under the able and inspiring guidance of Miss. Deepti Patel she rendered me all possible help me guidance while reviewing the manuscript in finalising the report. I also extend my deep regards to my teachers , family members , friends and all those whose encouragement has infused courage in me to complete to work successfully.
(MEETA JAIN ) B.B.A IInd Semester IInd Batch
DELCLARATION BY THE CANDIDATE
Date : I declare that the project report titled "TELEVISION " on Market Segmentation is nay own work conducted under the supervision of Mr. Shikha Urmil Khan Department of Business Management Govt. Girls P.G. College of Excellence Sagar. To the best of my knowledge the report does not contain any work , which has been submitted for the award of any degree , anywhere.
(SHEPHALI PATEL) B.B.A IInd Semester IInd Batch
The project report titled "TWO-WHEELER " been prepared by Miss. Meeta Jain BBA IInd Semester , IInd Batch under the guidance and supervision of Miss. Deepti Patel for the partial fulfillment of the Degree of B.B.A.
Signature of the Supervisor
Signature of the Head of the Department
Signature of the Examiner
TOPIC TITLE 1. 2. 3. 4. 5. 6. 7. 8. 9.
10 11 12 13 14 15 16
Preface Acknowledgement Declaration of the Candidate Certificate Introduction of Automobile Section in India History of Two-Wheeler Marketing Segmentation Customer Services Objective of the Study Research Methodology Company Comparison of Two-Wheeler Limitations Suggestions & Recommendations Conclusion Bibliography Questionaire
INTRODUCTION OF AUTOMOBILE SECTOR IN INDIA
The Automobile sector is one of the fastest growing manufacturing sectors in India. In the 90s the industry witnessed an average growth rate of above 20 percent. Indian Automobile Industry is characterized by a very high percentage (75 per cent) of two wheeler production, ranking second only to Taiwan. The world leaders in the sector are evincing keen interest in establishing manufacturing facilities for manufacturing and assembling components.
A politically stable and vibrant State, Andhra Pradesh is centrally located with the support of seaports, international airports, assured and reliable power supply, abundant water, broad base of auto component manufacturers, highly trained, skilled and disciplined manpower and is therefore, the preferred location for Automobile industries. The interest of the state has been duly noted by Global Auto Majors, who have indicated their interest to consider Andhra pradesh for establishing manufacturing facility. The Government of Andhra Pradesh invites leaders in the industry to set up manufacturing facilities to manufacture vehicles or vehicle components in the State. The ideal places to locate companies in the Auto Sector are the Hyderabad-Zaheerabad, VisakhapatnamKakinada, Krishnapatnam-Tada-Sathiveedu and Vijayawada-Guntur corridors.
The Government is also formulating an Auto Policy, which would give a proper direction to the growth of the sector. There are more than 20 auto –component manufacturing companies in the State, manufacturing components such as grey-iron castings, precision aluminium castings, leaf springs,oils and lubricants, diesel fuel injection equipment, electronics and auto electronics and auto electrical, front axles, gears, forging, machined components, pressed metal components, pistons, cylinder liners, nozzles, delivery valves, starter motors, alternators, electronic regulators, high pressure die castings, clutch covers, fuel filters ,etc. Most of these components are presently being supplied to TwoWheeler, TVS Suzuki, Escorts Yahama, Bajaj and others. Amaron Batteries are manufactured in Chittoor district. Around 119 components manufacturers have been certified for ISO 9000 quality standards and seven companies achieved the QS 9000 quality standard set by government and motors association.
HISOTRY OF THE TWO-WHEELER Two-Wheeler has a reputation of being the most fuel-efficient and the largest selling Indian motorcycle. Its commitment of providing the customer with excellence is self-evident. A rich background of producing high value products at a reasonable price led the world's largest manufacturer of motorcycles to collaborate with the world's largest bicycle manufacturer. It was this affinity in working cultures of Honda Motor Company of Japan and the Hero Group that resulted in the setting up of Two-Wheeler Motors Ltd. A relationship so harmonious that Two-Wheeler has managed to achieve indigenisation of over 95 percent, a Honda record worldwide.
The following are the historical facts of the company : 1984 ® Company incorporated. ® Technical collaboration signed. ® Foundation stone lay. ® 1983 - shareholders agreements signed. 1985 ® First motorcycle (Model CD 100) produced. 1987 ®
Engine plant started. 1,00,000th Motorcycle produced.
1989 ® 1991
Sleek model introduced.
5,00,000th motorcycle produced. CD-SS model introduced. Economic times – Harward business school award for
excellent Governance to Two-Wheeler Motors Ltd. 1993 ® 1994
Hero group sponsors Hero cup five nations cricket tournament
Splendor model introduced.
1995 ® National Award for outstanding contribution to the development of Indian small scale industry (NSIC Award presented by President of India)
The analyst award 1995 presented to Two-Wheeler Motors
Ltd. on being ranked 9th amongst the most investor rewarding companies in India.
1996 ® 1997
® ® ®
1000 motorcycle per day production started.
15,00,000th motorcycle produced. Street model introduced. Hero sponsored 6th women world cup cricket tournament.
20,00,000th motorcycle produced. 1st Two-Wheeler Master golf championship held at Delhi.
® ® ® ®
30,00,000th motorcycle produced. CBZ model introduced. 7th World Cup Cricket tournament sponsored at England. Most admired business Baron CEO award conferred upon
the Chairman Brij Mohan Lal Munjal. 2001
Passion and Joy motorcycle launched. One million motorcycles produced in one single year. 50,00,000th bike produced. Winner of the review-2000-Asia’s leading companies’ award
National productivity award for the best performance in Sir Jahangir Ghandy medal for industrial peace awarded to
automobile and tractors.
Brij Mohal Lal by XLRI Jamshedpur. 2002
Declared “company of the year” by economic times business Chairman Brij Mohan Lal awarded the “entrepreneur of the Ambition launched.
year” award by Business standard.
Declared “company of the year” by economic times business Karizma the sports segment bike launched.
award for the second time.
This all says about the golden past of the company and the company is going on to the path of success.
Its main Models are
o o o o o o o o o
cbz splendor cd100 cd100ss street smart passion Karizma CD dawn Ambition 135
In the present scenario of automobile industry the major companies are: Manufacturers TWOWHEELER BAJAJ AUTO LML TVS YAMAHA ENFIELD Products Motorbikes Scooter+Motorbikes+ Scooterate Scooter+Motorbike+Scootrate Motorbikes+Scootrate Motorbikes Motorbikes % of market share 75% market share 25% market share 30% market share 15% market share 15% market share 10% market share
According to the recent results company (Two-Wheeler) registered a sales increased by 24.5% over the past years. Same month TVS also registered increase of 45% while the other companies are not enjoying quiet good increase in sales. While the whole industry registered an increase of about 17% only. So in present scenario the Two-Wheeler comes as the leader of whole automobile segment while there is immense competition in industry to get the highest market share.
Two-Wheeler keeps on taking always-new initiatives to maintain its leadership on service as well as enhance customer satisfaction level on an ongoing basis. Some of the new initiatives related to customer service are as follows: · Service Advisors at Dealerships · Service Plus Scheme for customers · Pre Paid Reply Cards · Automated Mobile Service Workshops · Mega Millennium Camps · On the Job Training Programmes · Local Mechanics Training There are many more initiatives, which we keep on taking along with our dealers to keep our customers always in our mind on top priority.
Safety- "S4" Concept (Sales, Service, Spare Parts & Safety)
Two-Wheeler is also launching very soon a novel concept and a very major initiative - Safety at their S4 Dealerships (Sales, Spare Parts & Safety)
Safety Education to motorcycle customers shall be an integral part of Two-Wheeler's motorcycle delivery process at the showroom. Customers shall be educated on Safe Riding techniques through various audio visual aids. Safety Instructors shall be imparting riding skills as well as education to the customers. Dealers shall also conduct a major programme in their respective towns with the association of local traffic police on a regular basis on safety education and correct riding techniques.
OBJECTIVE OF THE STUDY
The study was done primarily with the following objective in mind.
To study the brands of Two-Wheeler & consumers perception Aabout the product of Two-Wheeler. To know why people buy Two-Wheeler and why some people prefer other company.
To study the features of different brands that give a good idea of various products and services offered by the company. To understand the competitive environment in which the company is operating and is desired to meet customer need and satisfaction. To provide useful information to the company about the product features of various competing companies.
The methodology used in conducting the research work on TWO-WHEELER with major emphasis on its sales and marketing strategies involve the following steps:
Why I have selected TWO-WHEELER only?
I have selected Two-Wheeler for my summer training because it is the company that is growing day by day. It has maximum market share with comparison to its competitors. And it is the company that gives highest sales and it is also the highest two-wheeler manufacturer.
Defining the problem and deciding research objectives:
Defining the objective is the most important part of any study process. Proper defining of the problem is a must for proceeding further with the research process. The type of study to be carried out, the questions to be raised, the sampling procedure to be followed, and the data to be collected, all depends on a correct understanding of the problem. Also, by clearly focusing on the real problem, the research job can be simplified and completed with the minimum cost, effort and data. Identified problem or the objectives of the research discussed in the report are:
1. Developing the research plan: In this a plan was developed about how to collect the require information i.e. whom to contact for gathering the relevant data. Data is the foundation of all research. It is the raw material with which a researcher functions. Therefore, it requires great care to select the sources of data. Data, or facts, may be obtained from several sources. Data sources can either be primary or secondary. A. Secondary data: The sources from which secondary data was collected: • Press releases of the company. • Newsletters and In-house journals. • Brochures and detailed descriptive leaflets • Magazines like Business World, Outlook, Auto India, etc.
Websites such as www.herohonda.com, www.google.com. These were the sources from which secondary data has been gathered. Most of the information presented in this report was extracted from the above data sources.
B. Primary data: Collection of primary data was conducted by visiting the people personally for the preparation of the report. 2. Research approach: It means the way by which the information was collected. Visiting the various places of Delhi, getting the questionnaire filled by different individuals. Beside this, frequent visit to the showrooms of the company was of great help to conduct the analysis and research work. 3. Contact methods: Instrument or Data collected Forms: It is the method by which data is gathered. It could be done through various instruments like questionnaires, observations, getting information from the staff members of the agency, contacting to the motor mechanics was sufficient enough to conduct the study. 4. Collection of information : The primary information was collected by face-to-face and direct interviews with the peoples and the customers. They provide the relevant information regarding the profile of the company as compared to the other company in the Indian market. Most employees suggested visiting company’s web site, as it was not possible for them to spare time from their busy schedules.
The secondary sources of information were various web sites of the companies, newspapers & magazines such as The times of India, The Hindustan Times, Business world, Auto India, etc. 5. Analyzing the information: The data collected was carefully analyzed. The research and analysis of the information has been done on the basis of various sales and marketing strategies adopted by the company during its tenure. 6. Reporting and conclusions and recommendations: This is the most vital part of the work undertaken. After collection and analysis of data, it was recorded in the form as prescribed. The major part of the report is the findings. The finding also includes charts, tables and diagrams etc. The report also mentioned the limitations of the project undertaken. Then conclusion has been drawn out of the findings and various recommendations have been given at the end of the report. Certain tables on the basis of which the findings were made have been included in the appendices section followed by the bibliography.
company comparison of two-wheelers
The Two-Wheeler CBZ (pronounced
CeeBeeZee) is the latest offering from TwoWheeler for the Indian market. With a 156cc engine, the company claims that the bike has a top speed of 100kph within 5.6 seconds. Though the bike has the largest displacement engine, its top speed doesn’t match up to many of its competitors. In all other respects, it is a bit too early to decide whether the CBZ will sell in the same numbers as the Splendor. Though the initial market response has been good, only time will be the final arbiter. Technical Specifications Engine : Four-stroke/petrol Transmission : Four-speed Engine Displacement : 156cc Tachometer : Yes Max Power : 12.8b hp@8000 rpm Wheel base: 1,330mm Ground Clearance: 160mm Ignition : Electronic CDI Dry Weight: 140kg Fuel tank Capacity: 12.5itres Battery: 12V
Max Torque: 1.26kgm@6500rpm Bore x stroke: 63.5mmx49.5mm Max Speed: 120kph Front Tyre size : 3.25x19" Rear Tyre size: 3.50x19"
Splendor A combination of style and economy makes the Splendor is a bike worth investing in. The latest from the TwoWheeler factory offers both performance and looks. It has good looks, excellent handling characteristics and a smooth drive over any type of terrain, thanks to the changes in the suspension at front and near as well as the new frame design. All these features contribute to the Splendor being one of the best selling four stroke-two-wheelers in India. It also meets all the current pollution standards. A healthier beat, springy ride and overall low maintenance has aided in the record-breaking sales of this bike.
Technical Specifications Engine : Four-stroke/petrol Transmission : Four-speed Engine Displacement : 97.2cc Tachometer : No Max Power : 7.2b hp@8500 rpm Wheel base : 1,230mm Ground Clearance : 159mm Ignition : Electronic Dry Weight : 100.3kg Fuel tank Capacity : 10.5itres Battery : 12V F/R suspension : Tel Hydraulic fork R/R suspension : Swing arm and Hydraulic damper Max Speed : 90kph Front Tyre size : 2.75x18" Rear Tyre size : 2.75x18"
St re et 10 0 The Street 100 is Hero Motor's latest two-wheeler on offer in the step-through category. The Two-Wheeler Street 100 is equipped with unique features like city-clutch, which is designed specially for city driving. It has rotary gears, which allow the rider to flip directly from the fourth gear to neutral once the bike has come to a halt, a must for the present ‘stop-and-go’ traffic. A selfstarter button comes as an option. The Street can be purchased with a variety of seat layouts and has options like a water pump, spray can, larger luggage tray, etc. Its major competitor is the much cheaper K4 from Kinetic. Major plus points that justify the higher price are the centrifugal clutch and the rotary gears. However, the liberal use of plastics negates much of the ‘feel good’ factor and has hindered sales to a large extent. Technical Specifications Engine : Four-stroke/petrol Transmission : Four-speed Engine Displacement : 97.2cc Tachometer : N/A Max Power : N/A Wheel base : 1,205mm Ground Clearance : 133mm Ignition : Electronic Dry Weight : 101kg Fuel tank Capacity : 11litres Battery : 12V
F/R suspension : Telescopic R/R suspension : Swing arm and Hydraulic dampers Max Speed : N/A Front Tyre size : 2.25x17" Rear Tyre size : 2.50x17"
CD100S S The CD100SS is designed for those who live life in the fast lane, rough and tough, for those who would love to take a bike on the stumbling village roads. It shares almost all components with the CD100, except for the additional reinforcement. With larger, reinforced shock absorbers, wider tyres, heavier body weight and engine guard, the Two-Wheeler CD 100 SS weights slightly more, resulting in some cut down in the fuel economy it offers. Minor problems of the CD100 have been rectified in the SS model. If you wish to ride into the hinterland, this is the bike for you. Technical Specifications Engine : Four-stroke/petrol Transmission : Four-speed Engine Displacement : 97.2cc Tachometer : No Max Power : 7.0bhp@8000rpm Wheel base : 1,220mm Ground Clearance : 165mm Ignition : Electronic Dry Weight : 103kg Fuel tank Capacity : 10.1litres Battery : 12V F/R suspension : Tel Hydraulic fork R/R suspension : Swing arm and Hydraulic damper Max Speed : 85kph Front Tyre size : 2.57x18" Rear Tyre size : 3.00x18"
Features : Engine Displacement Clutch type Clutch Primary Clutch Secondary Transmission Final Drive Ignition Starting Frame Suspension (Front) Suspension (Rear) Dimensions (LxWxH) Wheel Base Ground Clearance Dry Weight Tyres:Front/Rear Max.Power Max.Speed Fuel Tank Capacity 4-stroke, single cyclinder, air-cooled 97.2cc Manual Multi-plate wet 4-speed constant mesh Roller chain Electronic Kick starter T-Bone type Telescopic hydraulic fork Swing-arm with hydraulic dampers 1885x770x1060mm 1210mm 135 mm 95 kg 2.50"x18"/2.75"x18" 7.0 PS @ 8000 rpm 85 Kmph 10.1 ltr(1.3 ltr reserve)
A m bi ti o n 13 5
Engine Displacement Maximum Power Maximum Speed Gears Frame Tyres: (Front) Tyres: (Rear)
4 stroke 133 cc 11 BHP / 11.15 PS @ 8000 rpm 100 KMPH 5 Tubular single cradle, diamond type 2.75 X 18 3.00 X 18
Headlight Fuel Efficiency
Trapezoidal 35 / 35 W 55 KMPL
Engine Displacement Clutch Gear box Frame Battery Head lamp Suspension(front) Suspension(rear) Wheelbase Dimensions (LxWxH) Ground clearance Kerb weight Tyre (front) Tyre (rear) Max power 4-stroke, air-cooled, single cylinder OHC 97.2cc Multiplate wet 4 speed constant mesh Tubular double cradle 12V - 2.5 Ah 35W / 35W - Halogen bulb Telescopic hydraulic shock absorber Swing arm with hydraulic shock absorber 1230 mm 1980x720x1045 mm 150 mm 108 kgs 2.75 x 18-4 PR 2.75 x 18-6 PR 7.4 PS @ 8000 rpm
Max torque Bore x Stroke Compression ratio Starting
0.79 Kg-m @ 5000 rpm 50.0 x 49.5 mm 8.8: 1 Kick start
If you look at the 223c mill of the Karizma, you can make out the familiar streak that runs through the engines on the CBZ and the Ambition. No prizes on this count as to the reason but the 223cc Karizma engine represents - for the moment - the maximum capacity this modular design theme can be taken to. The crankcase is of virtually the same size though the covers do have some detail differences and the engine mounts are the same as in the other two bikes and completing the picture are the scaled-up barrel (with an additional fin) and head. The single overhead cam motor features slightly undersquare cylinder dimensions with a 65.5mm bore and a 66.2mm stroke to give a 223cc swept volume. Two-Wheeler has designed in the latest convex-type combustion chamber (compression ratio being 9.0 : 1) for silent running and good power delivery while also giving it the latest Keihin VE 3EA constant vacuum type carburettor which also packs in the CCVI switch. The CCVI term stands for carb-controlled variable ignition timing which as it suggests actuates - via throttle position - one of two ignition maps, for low and high speed operation. This was one area which disappointed appreciably in the CBZ wherein the engine sounded and felt harsh as one went past the middle range but here this detail has eliminated such a glitch completely. Just for the record, the 223cc
engine gets the latest version of Honda's AMI (advanced microprocessor ignition) system which incorporates a three tier, multi-stage digital ignition system. The all aluminium alloy engine (with pressed-in steel liner) features an automatic cam chain tensioner, an air cut off valve (to prevent afterburning in the exhaust muffler) and like on the CBZ and Ambition, an air injection valve to keep tail pipe emissions in check. With all this and the extra cubic capacity, the Karizma engine develops 16.76bhp at 7000rpm and 18.35Nm of torque at 6000rpm. This is about 2bhp and 5Nm more than what the Pulsar 180 makes but the reasoning is that the engine had to be stressfree and this fact holds true when out on the roads.
Transmission is via a five-speed gearbox which has had its final drive ratios revised from those in the CBZ. A stronger multi-plate clutch is used to take care of the enhanced power and torque figures. This time round Two-Wheeler has not faulted and equipped the engine withan electric starter even though the kick starter to be actuated requires the front right footrest to be folded out of the way.
LIMITATIONS OF THE STUDY
As said a basic research was conducted at the company to enable the company to assess how far the customers are satisfied with product and services of TwoWheeler. During the course of the study the following limitations were observed:
The method will be unsuitable if the number of persons to be surveyed is very less as it will be difficult to draw logical conclusions regarding the satisfaction level of customers.
Interpretation of data may vary from individual depending on the individual understanding the product features and services of the company. The method lacks flexibility. In case of inadequate or incomplete information the result may deviate. It is very difficult to check the accuracy of the information provided. Since all the products and services are not widely used by all the customers it is difficult to draw realistic conclusions based on the survey.
FACTS & FIGURES
Sale of Two-Wheeler in Rural area and Urban area
In the survey of rural as well as urban area it is found that in rural area the sale of Two-Wheeler is less but in urban area it gives very exiting result. This may be because of the conditions of roads there.
Area Urban Area Rural Area
% of Respondents 72 28
Urban Area Rural Area
PERSONS WHO KNOW TODRIVE BIKE
Almost every person know how to drive a Bike (In my Survey) Response Driving known Driving not know
% Of respondents 96 04
96% Driving known Driving not know
SUGGESTIONS & RECOMMENDATION
It is clear from the report that the Two-Wheeler Motors is facing cutthroat competition; hence the company’s manager has to be fast and smart so as to understand the customers needs. They have to come up with various new techniques or schemes to be able to cater to different categories of people. Customers are becoming more wise day by day and they are now willing to know all the in and out of the things happening around them. This has led to increased customer awareness. We can analyze that if the brand is reputed that doesn’t win the customers delight unless it’s provided same value-added features or else we can say competitive advantage. • For gaining a competitive advantage it has to continuously compare the product and services with the competitors and find the weak area of the rivals for gaining competitive advantage.
Surveys revealed that awareness of Two-Wheeler Motors is low among its target segment for creativity awareness. The company has to take some keen step for promotional activity.
• The company should regularly send the sales person who have good communication skill to the customers so that they should be aware about
the product and services in market and know the quality of the services offered by the company.
This project helped me tremendously in knowing how marketing activities are carried out in a real situation. In classroom lectures, I was able to understand only the theoretical work I have the practical experience about the marketing activities. As far In my study I have found that maximum people prefer to buy Two-Wheeler as compared to other products of Two-Wheeler because of its Sound system and features and performance. Inspite of Less price of other Products of Two-wheeler people prefer Two-Wheeler I found that people prefer Two-Wheeler because of their attractive looks and space required for keeping Two-Wheeler is also very less.
BOOKS: Name of the book Author Name of the book Author :- Marketing research :- Dr. C.B.Mamoria :- Marketing research :- Mr. Kothari.
MAGAZINES, JOURNALS AND NEWSPAPERS:
Journals published by Two-Wheeler, Annual Report
Auto India, Business World