LIST OF CONTENTS

INTRODUCTION

CHAPTER NO. TITLE PAGE NO.
1 Introduction
2 Research design
3. Company profile
4 Product profile
5 Theoretical background
6 Data analysis and interpretation
7 Findings
8 Suggestions
9 SWOT analysis
10 Conclusion
11 Appendix
Questionnaire
Bibliography









INTRODUCTION
Honda Motor Company, Ltd. Honda Technology Research Institute Company,
Honda is a Japanese multinational corporation primarily known as a manufacturer of
automobiles and motorcycles. Honda is the world's largest manufacturer of motorcycles as
well as the world's largest manufacturer of internal combustion engines measured by volume,
producing more than14 million internal combustion engines each year.






Honda surpassed. N is an in 2001 to become the second-largest Japanese
automobile manufacture As of August 2008, Honda surpassed Chrysler as the fourth largest
automobile manufacturer in the United States.
Honda is the sixth largest automobile manufacturer in the world. Honda was the
first Japanese automobile manufacturer to release a dedicated luxury brand. Aside from their
core automobile and motorcycle businesses, Honda also manufactures garden equipment,
marine engines, personal watercraft and power generators, amongst others. Since 1986,
Honda has been involved with artificial intelligence/robotics research and released their AS
IM O robot in 2000. They have also ventured into aerospace with the establishment of GE
Honda Aero Engines in 2004 and the Honda HA-420 Honda
scheduled to be released in 2011. Honda spends about 5% of its revenues into R&D
History
From a young age, Honda's founder, Soichiro Honda had a great interest in
automobiles. He worked as a mechanic at a Japanese tuning shop, Art Shokai, where he tuned
cars and entered them in races. A self-taught engineer, he later worked on a piston design
which he hoped to sell to Toyota.
The first drafts of his design were rejected, and Soichiro worked painstakingly to
perfect the design, even going back to school and pawning his wife's jewellery for collateral.
Eventually, he won a contract with Toyota and built a factory to construct pistons for
them, which was destroyed in an earthquake. Due to a gas shortage during World War II,
Honda was unable to use his car, and his novel idea of attaching a small engine to his bicycle
attracted much curiosity. He then established the Honda Technical Research Institute in H
amamats u, Japan, to develop and produce small2-cycle motorbike engines.




Calling upon 18,000 bicycle shop owners across Japan to take part in revitalizing a
nation torn apart by war, Soichiro received enough capital to engineer his first motorcycle,






the Honda Cub. This marked the beginning of Honda Motor Company, who would grow a
short time later to be the world's largest manufacturer of motorcycles by 1964.

The first production automobile from Honda was theT360 mini pick-up truck Powered
by a small 356 cc straight-4 gasoline engine, it was classified under the cheaper Kei car tax
bracket. The first production car from Honda was the S500s ports car. Its chain driven rear
wheels point to Honda's motorcycle origins.








RESEARCH DESIGN














RESEARCH DESIGN

OBJECTIVES OF STUDY

To study the profile of the organization
To understand the concept of marketing analysis
To analyze the marketing strategies of the organization and evaluate the
financial health of the company.
To know the brand image of the company.
To know their distribution channel of the organization.






To study the marketing mix of the organization.


SCOPE OF THE STUDY
As the subject Marketing Mix of Honda It helped me to acquire the
information about marketing mix of more stress is given on marketing mix and
their products. Honda It is important to remember that how
This project relates with what specifically marketing mix is, what its elements
are and how they coincide to produce a comprehensive, cohesive and
effective sales strategy.
Honda product is perceived by the customers is dependent on the target
market.

All the elements of the marketing mix(Product, Price, Promotion, Physical
distribution) should be developed according to who the target market is?,
what their needs are? and
how the Honda wants its product to be perceived?







METHODOLOGY OF THE STUDY







Research as a process involves defining and redefining problems, hypothesis
formulation organizing and evaluating data, deriving deductions, inferences and conclusions
etc, after careful testing. Data constitutes the subject matter of analysis.

The relevance, adequacy and reliability of data determine the quality of the study. They
are the basic input for constricting measurement scales. The entire scientific process of
measurement, analysis, testing and inferences depends upon the availability of relevant and
accurate data. For this Project I have collect Data in Two Ways:-
a) Primary Data

Personal interaction with company dealers and the customers of the brand.

b) Secondary Data
Collection information from the internet.
Collection of information on history of company and its products
through the web site.
COMPANY PROFILE












COMPANY PROFILE

HMSI Honda motors and scooters factory is spread over 52 acres, with a
covered area of about 85,815 square meters at Manesar, Gurgaon district of
Haryana. The foundation stone for the factory was laid on 14th December 1999 .

The factory was completed in January 2001. The initial installed capacity was
100,000 scooters per year, which has reached 6,00,000 scooters by the year by
2007 and motorcycle capacity shall be 4,00,000 per annum.

The total investment outlay for the initial capacity was Rs. 215 crores and now
the accumulated investment is 800 crores. total investment outlay for the initial
capacity was Rs. 215 crores and now the accumulated investment is 800 crores.

Tokyo-based Honda Motors manufactures automobiles and motorcycles as
well as lawn mowers and snow blowers, outboard motors and portable generators.
The company employs 131,600 people and reported revenues of $78.2 billion
in 2004.Honda makes more compact, fuel-efficient personal vehicles than most
others in the car industry. Japanese car companies are leaps and bounds ahead of
American companies in increasing fuel efficiency, and Honda further proved this by






scoring a 62 out of 100 (second only to Toyota) in a 2006 CERES report on
corporate response to climate change.

While this is good news for consumers and the planet, environmental groups
argue that the company is not going far enough to curb carbon emissions.

In 2005, Honda took part in efforts to prevent stricter greenhouse gas
legislation from taking shape in California, and the company is still a target of the
Rainforest Action Network's campaign to achieve an average fleet fuel efficiency of
50 miles per gallon by 2010.



Honda's fleet currently averages only 25.1 miles per gallon. Honda needs to
think bigger and act more aggressively to really curb greenhouse gas emissions and
counter the global warming trend.

Honda shine the product of honda motorcycle & scooter india (hmsi), belongs to
the 125cc segment. it is equipped with 125 cc four-stroke, air-cooled and single-
cylinder engine which is known as optimax , which can deliver 10.3 bhp @ 7500 rpm,
the ergo-tech for the ergonomics seats which can make you feel very comfortable
while riding even for long hours. and the most important thing given for its amazing
features is its engine which can maintain optimum input for maximum output.

Its dashboard has enough light even for night time visibility. It has all basic
features, like speedometer and ODO meter on the left and fuel gauge with on the
right side three oval shaped indicators- high beam, signal and neutral.
Technology: The Honda Shine comes with advanced technologies, some
of which are multi mapping CDI, tumble flow combustion chamber, two-way air jacket






and pulse exhaust system, ERGO-TECH.

Main attraction: Honda Shine has grooving gears, you can speed up and
slow down the bike whenever you want very rapidly. It has super acceleration from 0
to 60kmph in about 5 seconds. Its tyres are made of TUFFUP tube which saves it
from the possibilities of getting punctured.
Looks: Honda Shine is available in sizzling colors like:
Metallic Purple
Metallic Gray
Metallic Blue
Black and Grey with Stripes
Black and Blue with Stripes




























SPECIFICATIONS OF HONDA SHINE
Engine Type : 4 Stroke, OHC Single Cylinder
Displacement : 124.6 cc
Net Power : 10.3 BHP @ 7500 rpm (7.68 KW)
Torque : 10.9 Nm @ 5500 rpm
Transmission : Constant Mesh, 4 Speed Gear
Ignition : Digital CDI (Multi-Mapping)
Starting : Kick, power starter
Front Brake Type : 130 mm Drum, 240 mm Disc
Acceleration : (0-60 kmph) 5.3 seconds
Rear Tyre : 2.75 18 48P (6PR)
Rear Suspension : 3 Step Spring Loaded Hydraulic Shock Absorber


The Marketing Mix
The Concept of the Marketing Mix. Borden began using the term in his
teaching in the late 1940's after James Culliton had described the marketing
manager as a "mixer of ingredients". The ingredients in Borden's marketing mix
included product planning, pricing, branding, distribution channels, personal selling,
advertising, promotions, packaging, display, servicing, physical handling. Marketing






mix is the division of groups to make a particular product, by pricing, product,
branding, place, and quality. Although some Day1 marketers have added other P's,
such as personnel, packaging and physical evidence, the fundamentals of marketing
typically identifies the four P's of the marketing mix as referring to:
1. Product
2. Place
3. Target Market
4. Price
5. Promotion




1.Product

Product is a thing process utility. For many a product is simply the
tangible, physical entity that they may be buying or selling.

The product is the physical product or service offered to the consumer. In
the case of physical products, it also refers to any services or conveniences
that are part of the offering.

Product decisions include aspects such as function, appearance,
packaging, service, warranty, etc The Product Life Cycle (PLC) is based upon
the biological life cycle. For example, a seed is planted (introduction); it begins
to sprout (growth); it shoots out leaves and puts down roots as it becomes an
adult (maturity); after a long period as an adult the plant begins to shrink and
die out (decline).

The Customer Life Cycle (CLC) has obvious similarities with the Product
Life Cycle (PLC). However, CLC focuses upon the creation of and delivery of






lifetime value to the customer i.e. looks at the products or services that
customers NEED throughout their lives.
2.Price
New development
Advertisement and sales promotion
Product image
Trade margin
Return on investment
Profit margin
Sales volume
The price is the amount a customer pays for the product. It is determined by a
number of factors including market share, competition, material costs, product
identity and the customer's perceived value of the product.

The business may increase or decrease the price of product if other stores
have the same product. Pricing decisions should take into account profit
margins and the probable pricing response of competitors.

Pricing includes not only the list price, but also discounts, financing, and other
options such as leasing. Price is also calculated on the basis of the Demand
and Supply for the Product. Price is influenced by following factors:



3.Promotion


Distribution vehicle
Duration of promotion
Condition for participation






Size of the incentive
Sales force The various factors affecting promotion mix
Public relation
Direct Marketing
Advertising
Sales promotion





Promotion Mix (Meaning)
Promotion is the persuasive communication about the product by the
offerer to the prospects. It covers advertising, personal selling, sales
promotion, publicity, public relation, exhibition and demonstration used
in promotion. Largely it deals with non-price competition The different
elements of promotion mix are as follows:
Timing of promotion


4.Physical Distribution

Physical Distribution (Meaning) - Physical Distribution is to deliver the right goods to
the right customer at the right time and place. Physical Distribution means the
process of delivering the product to the user or consumer promptly, safely and in
time.
Physical Distribution involves planning, action and control of the Physical flows of
raw materials and finished products from the points of origin to the points of
consumption to meet the customers needs. Distribution planning and accounting, in






bound transport, receiving, inventory management, these in-plant are the
warehousing, customers service, communication
Management science
Sales generating power
Scope of Marketing
inventory management Importance of Physical Distribution
Warehousing
Transportation
components of Physical Distribution.






PRODUCT PROFILE











PRODUCT PROFILE
Honda claims the new Shine will deliver 65kpl in city conditions.
Codenamed MC2, Honda Motorcycle and Scooters
Indias (HMSI) second bike for India, the Shine, is the
latest entrant into a packed 125cc segment.

The Shine, which will hit shelves within April
2006, is a significant bike for Honda, for its evident that
given some time the 125cc segment holds enough potential to grow into the






largest motorcycling segment in the market.

Our first impression of the Shine as it emerged through confetti and fireworks
at the launch can be summed into two wordscautious and conservative.
Whether that is disappointing or not is for you to decide, as Honda obviously
feels this is what a majority of the Indian buyers want.

The new Honda comes in twin-colour codes with a tidy front fairing that harks of
bigger bro Unicorns beak.
Compared to the Unicorn, the Shine has instruments that are boring, though the bike
does well for itself with neat switches. A hefty and cleverly chiselled fuel tank comes
with well-designed knee recesses and a familiar filler-cap in chrome.
Accommodating 11litres of juice, this tank blends into boomerang-shaped side
panels that lead backwards into a smooth brake-warning lamp.
The Shines grab rail is straightforward and non-alloy. Lending relief lower down
is a shiny chrome silencer heat shield. While the Shine will not immediately offer an
electric start option, HMSI has announced this will form part of its package in July.

The bikes four-stroke, air-cooled and single-cylinder engine
has been termed Optimax by the marketing brains, and is broadly a
scaled down version of the Unicorn power plant. Power output is
10.3bhp at 7500rpm, a full bhp lower than its direct competitor
Bajajs Discover. One can expect the near vertically mounted
124.6cc Shine engine to offer refinement typical of Honda, although
we must reserve any further comment till we actually test it. A CV type carburettor
performs mixing duties on this bike, and breathes into the cylinder via a purposely
long and thin induction manifoldthats for faster air-fuel intake velocity and
subsequently better volumetric efficiency.







The Shines rubber-damped alloy-cylinder is built to permit beneficial tumble-
flow character, which allows burning of a leaner mix. As on the Unicorn, theres an
offset crankshaft to minimise piston and cylinder friction, while the cylinder head is
cast with twin-air channels that aid prompt cooling.

Roller bearings are incorporated on the rocker fingers of this engine, while a
multi-map CDI system factors throttle angle into delivery of the best spark intervals.
A clever feature on the Shine is Honda using a specifically lightened drive-chain to
help transfer final-drive rights to the rear-rim.
The heel-and-toe shift operated gearbox is four-speed and shifts all-up. Brawny
power delivery low in the power band is a much-needed feature on Indian roads, and
Honda says it has got that covered. At the same time, their R & D team has been on
the ball and has used slightly taller gearing allowing the bike to hold higher velocity
at lower engine speeds to stay as fuel-efficient as possible. Claimed mileage from
the factory is a sensible 65kpl.


A single downtube frame skeleton holds the Shine
together, and bolts its engine on as a stressed member.
At front there are telescopic forks for suspension, while
the rear curiously does not deploy a cutting-edge
monoshock as found on the Unicorn.
Honda has decided in favour of boring hydraulic twin-shocks, spoke-equipped
rims and an outdated tubular swingarm for the Shine. Puncture resistant 2.75 x 18
inch tyres are the norm front and rear. The seating position is visibly upright and
commuter-friendly, with a seat that does look broad and feel well-padded to touch.

The Shine sells with a front disc brake and comes in red, blue, purple, grey or






an attractive black paint scheme.
The Shine enters its segment priced significantly higher than the class-leading Bajaj
Discoverin spite of that bike offering further value for money with twin-plug
technology, a box section swing arm and alloy rims all as standard fare.

Will the intensely value-conscious customer still prefer the wing badge on his
tank? Well Sherlock that mystery for you in just a while.



















Fact file
Price : Rs 46,885/49,030 (ex-showroom Pune)
On sale : April 2006
L/W/H : 2015/730/1070mm
Wheelbase : 1265mm
Ground clearance : 175mm
Fuel tank capacity : 11litres
Kerb weight : 118kg
Power :10.3bhp at 7500rpm
Torque : 1.1kgm at 5500rpm
Specific output : 82.6bhp per litre
Power to weight : 87.2bhp per tonne
Gearbox : 4-Speed, 4-up
Front suspension : Telescopic forks
Rear suspension : Double sided swing arm
Front brake : 240mm disc/ 130mm drum
Rear brake : 130mm drum
Wheel : Wire spoke
Size : (front/rear) 1.6 x 18/ 1.6 x 18inches
Tyre size : (f/r) 2.75 x 18/ 2.75 x 18 inches
Engine : Single-cylinder, air-cooled, four-stroke, 124.6cc









Honda Shine Details



Type : Air Cooled,
OHC, 4
Stroke
Engine: 124.6 CC
Gear Box: Constant
Mesh, 4
SpeedGear
Maximum Power: 10.3 BHP @ 7500 rpm (7.68
KW)
Dimensions:(LxWxH) 2015 x 730
x 1070 mm
Ground Clearence: 175 mm
Dimensions & Weights
Overall Length 2015 mm
Overall Width 730 mm
Overall Height 1070 mm
Wheel Base 1265 mm
Ground Clearance 175 mm
Kerb Weight --
Fuel Tank Capacity 11 liter
Reserve 1.3 liter
Seat Height --
Saddle Height --
Max Payload --













Performance
Maximum Speed --
Transmission
Gear box Constant Mesh 4 SpeedGear
Clutch --
Tyres & Wheels
Front 2.75 - 18 42P
Rear 2.75 - 18 48P

Chassis & Body
Frame Type
Engine
Type Air Cooled OHC 4 Stroke
No of Cylinders Single Cylinder
Displacement 124.6cc
Max Power 10.3 BHP @ 7500 rpm
Max Torque 1.1 -m @ 5500 rpm
Bore x Stroke --
Ignition Digital CDI
Carburettor CV Type
Max Speed 100
Compression
Ratio
--
Final Drive --
Air Cleaner --

Suspensions
Front Suspension Telescopic Fork
Electricals
Battery 12 - 12.5 AH
Head Lamp Mui Reflector 12 V / 35 W
Tail / Stop Lamp --
Side Indicator
Lamp
--
Horn --
System --






Rear Suspension 3 Step Spring Loaded
Hydraulic Shock Absorber

Brakes
Front Brakes 240 Disc / 130 Drum
Rear Brakes 130 Drum


I am really in love with Hondas cute starter segment bike, the Honda Shine. With
125cc engine, I feel that this bike does a very good job in giving you comfort,
mileage and descent looks. Heres a review of the various aspects of Honda Shine.


Styling: The looks of the bike is not sporty like the Glamour, the competitor from
Hero Honda. But I feel that the bike has a different focus than the latter. The bike has
been designed for the office commuter in mind who needs plain and neat looks. If
you are a college student, choose to buy the honda shine which has the same 125cc
engine but a sporty and trendy outfit.









Performance: Many users have told me that the bike vibrates when it is taken above
60 km/hr. But one has to remember that this is a 125cc bike and not a 150cc one.
But at low speeds, the acceleration is fantastic. The bike gives a mileage of more
than 50kmpl for sure but it can give higher number if you maintain the right air
pressure in the tires and get your bike serviced regularly.


The bike has very good handling, the ergonomic seats make it very
comfortable for all day riding. Gearing is a noticeable feature in Shine. A owner of
Honda Shine says Gearing is very user friendly. Frequent gear shifting is not
required. You can ride at quite low speeds without down shifting. For example: if I
am going in 4th gear and I approach a speed breaker, I have been able to slow down
to around 20kmph, cross the speed breaker and then accelerate again all the while
remaining in 4th gear. Wow! That makes city riding more comfortable.







The dashboard has the basic features built into it. Speedometer and ODO meter on
the left and fuel gauge with three indicators (high beam, signal, and neutral) on the
right. The indicator lights look cute in oval shape, dont you think so? And they are
bright enough so that it is visible even in broad day light.



Verdict: Honda Shine sets itself apart from other bikes in 125cc segment. You know
why? It is a original Honda make. Honda is known for high quality of parts, durability
and pride of ownership. Overall this is a good bike which I would recommend to my
uncle, but not my friend!
Honda Shine 125cc Specifications:
Engine Type: 4 St, Air Cooled OHC Single Cylinder
Displacement: 124.6 cc






Net Power: 10.3 BHP @ 7500 rpm (7.68 KW)
Torque: 1.1 Kg-m @ 5500 rpm (10.9 Nm)
Rear Suspension: 3 Step Spring Loaded Hydraulic Shock Absorber
Transmission: Constant Mesh, 4 Speed Gear
Front Brake Type: 240mm Disc / 130mm Drum
Acceleration (0-60 kmph): 5.3 Sec.
Rear Tyre: 2.75 18 48P(6PR)




Great looks-great performance has been incorporated perfectly in Honda
Shine. Built on a light but advanced diamond frame with double suspension, this 125
cc bike makes your traveling experience smooth and jerk free. Considering the right
body stance while driving, Honda Shine takes lead with its Ergo Tec body designing
giving more decent looks to the bike.

The all new good looking Honda Shine is packed with cutting edge
technological inputs and catchy features. Honda Shine is teamed up with
revolutionary 125 cc four-stroke, air-cooled and single-cylinder engine named as
OPTIMAX that delivers a classic 10.3 BHP @ 7500 rpm. Shine from Honda Motors
claims to achieve the speed of 0-60 K.M. within 5 seconds with a mileage of 65
Kmpl.

The Honda Shine 125 cc is also packed with host of advanced
technologies like tumble flow combustion chamber, multi mapping CDI, two-way air
jacket and pulse exhaust system. Honda Shine has been designed on the ERGO-
TEC technology for true riding comfort perfect body posture.










Striking Features
The Optimax engine, 02 way air jacket and CV carburetor makes the Shine an
automatic 2 wheeler as it reduces the usage of clutch.
New Aero dynamic design for enjoyable riding.
Multi mapping CDI with throttle sensor for proper ignition.
Tumble flow combustion chamber for better fuel efficiency..
Intense tail lamp, aerodynamic front cowl and fuel tank knee grip gives Shine
decent and stylish looks..
Ergo Tec design, strong & flexible diamond frame with three step hydraulic
double suspension for true riding comfort.
Tyres fitted with TUFFUP tube that reduces the puncture possibilities.
Roller rocker arm for better power output







Colours
The 125 cc Honda Shine is available in 05 sizzling colors :
Wild Purple Metallic
Geny Gray Metallic
Vibrant Blue Metallic
Black with Grey Stripes
Black with Blue Stripes










Price
Model Variants Ex-showroom Price (Rs.)
Shine Kick-Drum-Spoke 40,746
Shine Self-Disc-Alloy 47,906
Shine Self-Drum-Alloy 45,839


Technical Specifications
Dimensions & Weight
Wheelbase (mm) 1265
Length (mm) 2015
Width (mm) 730
Height (mm) 1070
Ground Clearance (mm) 175
Weight (kgs) 122
Engine
Model Designation Air Cooled, 4 Stroke OHC Single Cylinder
Starting Self Start/Kick Start
Transmission Constant Mesh, 4 speed gears
Displacement (cc) 124.6
Gear Shift Pattern All Up






Carburetor CV Type
Suspension
Front Telescopic Fork
Rear 3 Step Spring Loaded Hydraulic Shock Absorber.
Brakes
Front Disc/Drum Type (240/130 mm)
Rear 130 mm Drim
Tyres
Front 2.75 X 18" 42 P
Rear 2.75 X 18" 48 P
Fuel Tank (Litre) 11 (1.3 Litre reserve)
Performance
Max. Horsepower (ps/rpm) 7.68 KW(10.3 bhp) @ 7,500 RPM
Max. Torque (kg m/rpm) 10.9 NM @ 5,500 RPM
Accelaration 0-60 KMPH 5.3 sec.
Mileage 65 Kmpl

THEORETICAL BACKGROUND

























THEORETICAL BACKGROUND






Marketing concept concerns with Identifying and satisfying the needs and
wants of consumers by providing a market offering to fulfill those needs and wants
through exchange processes, profitably. Some important points of marketing

1. Consumers of goods or services may be individuals or organizations, or other
groups, for example voters supporting a political candidate.

2. The term market offering is used deliberately as this can mean a physical good,
or a service, or a combination of the two, or it can be extended to cover other entities
to which the marketing concept may be applied, for example political figures and
ideas, pop music and charitable causes.

3. The idea that an organization will seek to fulfill consumer needs profitably is not
restricted to financially profitable goals as not all organizations aim to make profits as
such, for example non profit making concerns such as medical and educational
institutions, or groups such as the scouts organizations, may adopt marketing
principals, but their end objective may be counted in ways other than cash profit.




















DATA ANALYSIS AND INTERPRETATION







DATA ANALYSIS AND INTERPRETATION

INTRODUCTION







Meaning:The act of interpreting; explanation of what is obscure;
translation; version; construction; as, the interpretation of a foreign
language, of a dream, or of an enigma.
The sense given by an interpreter; exposition or explanation given;
meaning; as, commentators give various interpretations of the same
passage of Scripture.
The power or explaining.
An artist's way of expressing his thought or embodying his conception of
nature.
The act or process of applying general principles or formulae to the
explanation of the results obtained in special cases.








Particulars No.of respondents percentage







AGE
GROUPS OF RESPONDENTS



















INTERPRETATION:

It is obvious from the table respondents who is in the age group of 22-30 years
have more preferred the Honda shine when compared to other groups the second place
goes to the respondent whose age group is in between 30-40and either percentage is 24.


Two wheelers monthly sales in India



22-30 22 44%
30-40 12 24%
40-50 11 22%
50&above 05 10%
Total 50 100%





















Colours of the bike in Honda shine






















































Indian domestic vehicle sales(2010-2011)




























FINDINGS













FINDINGS
SUMMARY OF FINDINGS
1.In the age group of respondents we come across 44% of respondents or from the group of
22-30 and most of them are from the student group.
2. In the influencing factor of the buying the vehicle 40% of the respondents are influenced
by the comfort .
3. Around 56% of the respondents say that mileage range of the vehicle is around 50-6-kms
per litre.
4.Nearly 90% of the respondents saying the vehicle is suitable on road condition and climate
and cost of maintenance per month is medium.
5.Around 56% are in the opinion that the price of the vehicle is considered to be economic
and majority of the respondents are aware of the other vehicles in the Honda shine.
6.In the resale value Honda shine it is found that nearly 80% of the respondents agree for
the resale value of the Honda shine.






7.Around 66% of the respondents are highly satisfactory after sales and services from the
dealer and 60%say the style of the vehicle is well and good.

SUGGESTIONS





SUGGESTIONS

Since there is an increase in the demands for Honda shine in market I hereby suggested that







Postioning : good positioning of Honda shine is to be done to the target group to increase
sale of volume and market share.

Massive advertisement : in order to promote sale of vehicle the company should undertake
massive advertisement through different medias as there is a cut throat competition from the
rivals in the market advertisement is must.

Sales service: I suggest that Honda shine should promise excellent sales service to the
customer which will plus point to the company brand image.

Mileage range :the mileage given by the Honda shine medium compared to others two
wheelers therefore I suggest that the company should increase the mileage of the vehicle by
adopting the latest technology in order to increase the sales volume.



SWOT ANALYSIS












SWOT Analysis
S=Strengths
W=weaknesses
O=opportunities
T=threats

1.Strengths






wide variety of models and variants

strong distribution network

strong technological support from R&D centre

low cost attractive entry level models

good high end fun racing models

major players in the automatic gear scooter segment

cost effective models in all segment

Brand good will


2. Weaknesses
Market stagnation

High competition from different brands

Only few commuter attracted models

Very late delivery

Low production capacity

Varied model compatibility

3.Opportunities
Tremendous demand of two-wheelers in the market

Varied customer tastes

Lack of competition in scooter market







Stringent pollution norms

Rise in buying power of youth and women

Crazy for run racing bikes

100% FDI allowance in automobile industry


4.Threats
Decrease in the buying of scooters

Entry of new brands in the market

High Stringent pollution norms

Dynamic technology implementation in automobile sector

















CONCLUSION

















CONCLUSION

Honda is positioning itself in the Indian market for different segments
targeting as trendy youth bikes ,racing ,fashionable and mainly as common man
commodity bikes by introducing different models and variants.

To cope up with the marketing competition it depends on different
marketing communications to reach and attract the masses. So far it had managed






but the way of multi positioning requires quit rigorous marketing strategies with
smart marketing communication for different positioning markets of Honda Two
Wheelers in order to succeed. Thus it can be concluded that
Honda Unicorn and Stunner is catching the eyes of the youths. Active is
the most preferred moped.
It can also be concluded as these dealers have Authorized Sales Points
under them for the area allotted to them. Having a single intermediate for each
district involves less cost. Shine is preferred by working class of the society.
Style wise Stunner ranks after Karizma of Hero Honda Activa is best
preferred by women.




QUSTIONNAIRE











QUSTIONNAIRE

Dear Sir/ Madam
I am very happy to introduce my self as Mr, SHIVARAJ B.B.M Final Year Student of
T.S.S.B.B.M.College, Raichur.undergoing project title Customer satisfaction towards
Honda shine at Raichur as a part of my curriculum activity i would like to have
response,which will be kept confidential and used for required purpose.
I kindly request to spare your valuable time to go through and fill the
questionnaires







Name :
Occupation :
Phone / Mobile :
Email ID :
Address :


1) Monthly household income
10000- 20000 [ ]
20000-30000 [ ]
30000-40000 [ ]
40000 and above [ ]
2) Which colour model do you own presently?
Candy Blazing Red [ ]
Black with Blue Stripes [ ]
Excellent Blue Metallic [ ]
Vibrant Green Metallic [ ]






Cloud Silver Metallic [ ]
3) When did you purchase your bike?
1 year back [ ]
2 year back [ ]
3 year back [ ]
4 year back and above [ ]
4) What information sources did you use before purchasing your Glamour?
Newspapers [ ]
Magazines [ ]
Internet [ ]
Auto Show [ ]
Friends [ ]
Other Sources Please Mention [ ]


5)What do you think about your vehicle?
Costly [ ]
Reasonable [ ]






Value for money [ ]


6) Do you think the price of the Glamour is affordable and reasonable?
Yes [ ]
No [ ]
7) How is the performance of your vehicle?
Excellent [ ]
Good [ ]
Satisfactory [ ]
Bad [ ]
8) How is the maintenance cost of your vehicle?
High [ ]
Reasonable [ ]
Low [ ]


9) What is your opinion about the availability of spare parts for your Glamour?






Satisfactory [ ]
Un satisfactory [ ]
10) How often did you get your unicorn serviced?
Every 3 months [ ]
Every 6 months [ ]
Every 9 months [ ]
No fixed schedule [ ]
11) For servicing your unicorn do you go to?
Dealer [ ]
Honda authorized service centers [ ]
Unauthorized workshops [ ]
All [ ]


12) How satisfied are you with the after sales service of your Glamour?
Very satisfied [ ]
Satisfied [ ]
Dissatisfied [ ]






Very dissatisfied [ ]
13) Would you like to buy a Glamour again?
Yes [ ]
No [ ]
14) Would you influence others to purchase a Glamour?
Yes [ ]
No [ ]




BIBLIOGRAPHY











BIBLIOGRAPHY


To prepare this project report help was taken from various books mentioned below:






Reference:

1."Move Over, Volvo: Honda Sets New Safety Standard for






Itself", an article in the "News" section of the March, 2004
issue of Motor Trend,

2.2004 Annual Corporate Report
3.The story of Honda's entry and growth in the American
market is documented in Terry Sanders' film The Japan
Project: Made in Japan. Honda


INTERNET SOURCES

4.Honda's Corporate History

5.Honda Motorcycles at the Open Directory Project

6.Honda Worldwide site


7.Honda Press Library

8. http://en.wikipedia.org/wik

9.www.hondashine.com

10.www.gaadi.com