Declaration

I, the undersigned Miss Namrataba P. Gohil hereby declare that the project work presented in this report is my own contribution and had been carried out under the supervision & guidance of Professor Ruchir Pandya of M. J. Kundaliya College, Rajkot. This work has not been previously submitted to any other University for any examination. Date: Place: Rajkot Namrataba P. Gohil

Preface
As we know business management as a science has developed very fast during last four decades. Previously it was a discipline subject but now it has grown into a science of managerial decision-making. It is phrase to build a reputation and easy to loose it companies that focus incurred become behind to systematic changes in markets. Competition, distribution and media technology are observing outside. There is a fundamental truth in which that people are an important asset of organization line cash in put into recurring accounts human resources can appreciate in value. The management process made up with the help of four steps. Dimension Preparation Activities Performance Beside the study of management on personal, financial and marketing, there is need for detail study for particular management putting forward topic marketing management with specialization. Marketing mix is a much complex and wide subject. Lots of work can be done for a small topic.

Acknowledgement
I feel pleasure to submit this report, which includes the practical aspect of study. I am very happy to express my deepest gratitude to all the persons who spared their valuable time and helped me a lot in preparation of this report. I am also thankful to Executives of Perfect Auto Service, Rajkot for granting me permission for my practical training. I am very much thankful to Mr. Bankim Bhai Vyas, for his valuable guidance, cooperation and sparing his valuable time also.

Namrataba P. Gohil

Contents
SR 1 2 PARTICULARS General Information Marketing Mix Product Mix Price Mix Promotion Mix 3 4 5 6 7 8 Place Mix Research Methodology Limitation Of Study Conclusion Suggestions Key of Awards Bibliography PAGE NO.

INDEX
SR 1 PARTICULARS INTRODUCTION History, Growth and Development of Automobile Industry History, Growth and Development of Hero Honda Limited History, Growth and Development 2 3 4 5 of Perfect Auto Service Project at a Glance Board of Directors Changing Role Of Marketing Present Marketing Scenario PAGE NO.

INTRODUCTION
History, Growth and Development of Automobile Industry
The process of the Automobile Industry is an index of engineering skill, though the history of the industry can trained back to the discovery of the wheel, the real revolution in mechanical development is only 100 years. The real development of Automobile industry in the World stared in the late 18th century. But the development of Automobile Industries in India has round phases. First step was taking in importing cars. The first car was being imported in 1989. The second step was in late 20 s of the present century when plant in 1928 to reassemble trucks and cars. In 193031 Ford Motor Company India Limited established its assembly unit in Mumbai, Calcutta and chennai. These companies imported components and assemble there in India. At this stage the pioneer engineer Mr. Vivverwraya pleaded for support to the indigenous of the cars, the British Government, denied. The third phase started with successful culmination of Veichand Hirachands efforts after world war in collaboration with Chryster in setting up Premier Automobiles in Mumbai. Earlier in 1942, Riria had established Hindustan Motors in British Corporations.

GROWTH
In 1980 the total production of cars with at least one or two locally made components were at little over 2100. Today almost all auto parts and components required by the main manufacturers about 60% are made by local authority, 75% of which are in the small-scale sector with steady availability of raw material like iron, steel, copper, aluminum, zinc, etc. The process of indegnisation has been started with 1954 and 1968, this was for and final when India exported cars and jeeps to 12 countries.

DEVELOPMENTS
A number of new project most of them with foreign collaboration are being developed in the automobile industry. Maruti Udhyog Limited, a public sector undertaking has started production of small cars and pick up vans. The company entered into collaboration with Suzuki Motors Limited, Japan in 1985. Similarly the two producers of cars PAC and Hindustan Motors have collaboration with Holy and Vascrehail respectively. Beside many firms have entered into foreign collaboration for production of scooters and motorcycles. LML a local company with the Vespa Company and Hero Cycle Limited made collaboration with Honda Company of Japan.

History, Growth and Development of Hero Honda Limited

When any person in India moves from one place to another place, he must be thinking of Bikes who make easy to move and the Bike he think non other than Hero Honda. Today every person with desire of Bike always thinks for the Hero Honda. It shows the prosperity of Hero Honda Limited. To know about it we have need to go in past. It was the 50s and 60s when a unit engaged to produce cycles with name of Hero Cycles Limited. Till 70s and 80s they produced cycles, but in 1984 they made collaboration with Honda Company of Japan and started producing motorcycles. In 1985 they introduced their first Bike in market since then they have made very significant progress in producing Bikes and come out as giants of Automobile in manufacturing motorcycles.

Historical Prospect of Hero Honda Limited

1984 Establishment of Hero Honda Limited (After collaboration between Indias Hero Cycles Limited 1985 1994 1996 and Japans Honda Company) Introduced a first bike in motorcycle market. Manufactured 3.5 Lacks motorcycles in a financial year. Hero Honda captured 65% of market particularly in Gujarat, and in whole India. They got 55% of the market compared to other auto companies.

Company Profile
1984 1985 1989 1991 1995 1997 1999 2000 2001 2002 2003 2004 Entered in the motorcycle with the Hero Moped in Industry On 1st February they launched Japanese collaboration 100 cc, CD-100 On 15th August, they launched HERO HONDA SLEEK Introduced another nice model CD-100 SS Introduced the revolutionary new model HERO HONDA SPLENDOR Introduced another fantastic four stroke bike 100 cc motorcycle HERO HONDA STREET Introduced with latest technology and designed bike HERO HONDA CBZ Launched another nice model HERO HONDA DAWN Introduced with attractive designed and latest technology HERO HONDA PASSION Introduced another powerful bike HERO HONDA AMBITION Introduced another powerful bike HERO HONDA ACHIEVER &GLAMOUR Introduced the fantastic bike of the century HERO HONDA KARIZMA

History, Growth and Development of Perfect Auto Service

The foundation of Perfect Auto Service was in 1987. The head quarter is in Ahmedabad and Head Office is in New Delhi. As a dealer of Hero Honda, Perfect Auto Service has been working since long time in Rajkot. The Perfect Auto Service started for Mopeds & Bikes. Honesty is the main principle of Perfect Auto Service and they dont charge even a single rupee more than with the looking and performance of the customers. Today the Hero Honda offers an unbeatable range of motorcycles to suit possible need by featuring the latest technology of manufacturers of highest quality standards.

Project at a Glance
Name of the unit Address of the unit Perfect Auto Service Perfect House, Gondal Road, Vavdi, Phone Number Fax Number Year of Establishment Nature of Product Name of Chairman Name of M.D. Name of Marketing Manager Area Office Manufacturing Unit Rajkot-360 004 (0281) 2382101-4 (0281) 2382105 1987 Consumable Durable Suryakant Dhuleshiya Suryakant Dhuleshiya Mayurbhai Jala

In Gujarat, Ahmedabad, Baroda, Rajkot, Surat Haryana & Dhule

Changing Role of Marketing

Over the years, marketing has undergone a tremendous change both in its role and function. Now concepts and patters of thoughts have emerged pressures of keener competition have force it to evolve new methods & techniques to deal with the existing problems more efficiently. Now a day, the firm takes up the responsibility of itself to design, develop and sell its products to suit the needs of its customers. The firms major innovative efforts are on entering the size of the market in which it participates by introducing new products and services by promoting new applicants for existing products and by seeking out new customers who had not purchased the companys products earlier also. They will have to select from a growing variety of media in planning, how best to communicate with customers.

Present Market Scenario

With the increase better standards of living increase exposure through satellite television. The consumer durable market has been its boom in the sales of consumer durable items, middle class people goes on wide buying. Since the last few years, today vehicle is becoming an important part of household. Customer always prefer vehicle, which is smooth in riding, easy though fast, and also suit to, his personality. This is the reason why people prefer Hero Honda, all feature, which require by customers, are in their product.

Scenario of Hero Honda

As Hero Honda has wide range of product, which suit best to customer and this results in making companies reputation very high and after all results in good profit. If we see the market condition, we can find the market share of Hero Honda in competition with other companies.

In Gujarat
Hero Honda TVS Suzuki Bajaj (Bikes) Yamaha 63% 7% 18% 12%

70% 60% 50% 40% 30% 20% 10% 0% Hero Honda TVS Suzuki Bajaj (Bikes) Yamaha

Index
SR. 1 2 PARTICULARS Introduction Product Mix Strategy Introduction Product Line Features Design Brand Name After Sales Service Packaging 3 Warranties Price Mix Strategy Introduction Pricing Objectives Pricing Policy Price List Discount 4 Promotion Mix Strategy Introduction Advertising Sales promotion Personal selling 5 Publicity Place Mix Strategy
PAGE NO.

 Introduction Selection of channel Number of channel level Market coverage Transportation Warehousing

Introduction
Marketing is the bridge that diminishes the gap between the product and consumer. Without marketing a production activities would have no meaning. Only production is not enough equally to make consumer aware of produced product. If consumers are aware of the product then sometimes view and ideas of the consumers are taken into account that what type of product they want, and on this basis product has to change according to consumer needs. Thus the sum of total activities undertaken to satisfy the consumer want and demands constitutes the activities of marketing. Marketing is comprehensive firm and it includes all resources and a set of activities necessary to direct and facilitate to direct the flow of goods and service from product to utility consumer in the chain of distributing. In other words marketing comprises of all the activities involved in the determination of consumer needs at a profit. Thus marketing encompasses all activities set exchange conducted by producers and middlemen in commerce for the purpose of satisfying consumer demand. In marketing planning, marketing information is used to assess the situation specific marketing targets are selected in the form of market segments for each seem but a combination of a number of devices of marketing activities that are reach a particular target segment is formulated. The combination of these marketing methods of devices is known as the marketing mix.

Thus marketing mix is the set of marketing goals that the firm used to pursue its marketing objectives in mix goals can be classified as under the down head. Product Price Promotion Place

Introduction
Product is the center around which all the activities revolve. Without product all marketing activities becomes useless, people satisfy their needs and wants with products. Products can be designed proud to cover anything that can be offered range or someone in satisfy a needs or wants. The word product brings to mind a physical object. We normally use the expression product and services but in thinking about product, their importance lies not so much in owing them as is using them to satisfy our wants. Manufacturers get into a lot of trouble by paying more attention to their physical product then to the service produced by these products. The marketers job is to sell the benefits or services built into physical product rather then just describe their physical features. Product mix is these of all devices that a particular server offers for sale to buyer. The product mix covers the following point. Product line Features Design Brand name Packaging Warranties

Product mix is the collection of the products offered for sale by a company. In other words product mix is the composite of product offered for sales by company or firm. The nature of the product mix is at times described by expression like depth, width and consistency. Depth is used to the number of

products, items offered by the company for sales. Width refers to the patent of different product lines in the product mix offered by the company. Consistency describes the relative ness of the various product lines.

Product Line
Product line is a group of products that are closely related to each other, because they satisfy the need of each class of people and the price and reasonability same in each and every market. In todays highly competitive market, multiplying human needs and enlarging diversification, no company is content with producing the single product only. Hero Honda in this situation assumes a great significance on product line and product mix. Hero Honda mixes different models of Bikes. Their prices, colors, and capacity differ in different bikes and mopeds. It require because every person has not the same choice. Therefore to meet consumer requirement Hero Honda establishes their product, which suit best for customers. Product line manages need the types of information. First they must know the sales and profit of each item in the line. Second they must know their product line.

Product mix of Hero Honda

BIKES CD 100 DLX Sleek CD 100 SS Splendor CBZ Dawn Passion Ambition Achiever Glamour Karizma MOPEDS Automatic Standard Shakti 3g Turbo Sports Hero winner

Product line of Hero Honda

CD 100 DLX SLEEK CD 100 SS SPLENDOR STREET CBZ DAWN AMBITION Red, Black Red, Black Red, Black Black, Candy Ruby Red, Warakoram Gray, Green Red, Black Black, Tasmania Green, Tanitian Blue, Candy Blazing Red Red, Black, Silver, Candy Blue Blue Candy, Blazing Red, Marroon, Moon Yellow, Myth PASSION ACHIEVER Gold, Chill Green, Black Candy Blazing Red, Blazing Blue, Gray Black, Candy Blazing Red, Candy Tahitian Blue, Chilli Green Metallic, Moon Yellow, Myth GLAMOUR Gold Metallic Candy Blazing Red, Cloud Silver Metallic, Tornado Grey Metallic, Impulse Orange Metallic, Excellent Blue Metallic, Vibrant Green Metallic, Black, Forest Blue Metallic, Palace Maroon Metallic

Design
Design reflect the out look and features of the product which makes it different from other product. Designing a product is a special and very tough job. Various aspects of the products are to be kept in mind while designing a product. These may include differentiation, features, characteristics, performance, durability, reparability, style etc. Design is the interacting force with all the features as its parameters. The designer has also to keep in mind the capital allocated from the companies point of view. A well-designed product would be pleasant to look, easy to open, install, learn how to repair and dispose etc. The designer has to take all target market and weights the different benefits and costs. Hero Honda always takes care of design of their product. They always research for it and give best suit to their valuable customers.

Introducing new Splendor and Street in 1997 they show their awareness about design. It is a perfect blend of design, style and substance. Introducing their newest model Hero Honda CBZ in 1999, they have proved that they are leader in designing. CBZ is the fantastic model in bikes. Its unbelievable design attracts every one to purchase it and drive it. Dawn launched another nice model in 2000 and it is take care of design so that, introducing Passion in 2001, and another powerful Hero Honda bike in 2002. By introducing Achiever, Glamour & Karizma they have secured their monopoly in bike market.

Brand Name
Brand name refers to that name through which the products of the company are recognized. Brand name can be name, term, sign, symbol, or design or a combination of them, intended to identify the goods or services of one seller or a group of seller and to differentiate them from those of competitors Brand name is the most important of any product because it is the identification of the product. Brand name may be companys name or it may be different. As the better know the brand name, the higher will be the sales. A powerful brand name is said to have consumer franchise. This is evident when a sufficient number of customers demand that brand and refuse a substitute even if the price is somewhat lower. Today the brand name is such a strong race that hardly anything goes understand. The brand name of Hero Honda is based on the name of collaboration between two companies in India and Japan. Indias Hero Company and Japans Honda Company to form the name Hero Honda

After Sales Services

Services are activities, benefits or satisfaction that are offered after sales. In other words, a service is any act or performance that one party can offer to another that is essentially intangible and does not result in the ownership of anything. Firms that provide high quality services undoubtfully perform their best services e.g. the manufacturers could make an arrangement with distributors and dealers to provide these services. Thus the customers durable market is highly competitive in terms of after sales services. Sometimes its happen that the company increases a high cost burden in terms of after sales services. But the company inspite of its cost burden benefits in long run. Thus, companies prefer to incur high cost rather than losing their potential customers. Thus, after sales service is important part for any company to sustain in todays competitive market. It is the device to pursue customer and earn huge reputation. Hero Honda has an extensive dealer network and age staff that can reach to obey customers at any time. Hero Honda servicing centers are also in the form of authorized dealers. The Hero Honda also offers service coupon for the service of various Bikes. Generally they give 3 services in all motorcycles but in the new model like Street, Splendor and the newest CBZ, they provide more than 3 services.

Sometimes they also arrange such a campaign in which their customer can service their Bikes totally free & if any parts require they provide at a discount.

Packaging
Packaging can be defined as the activities of designing and providing the customer or wrapper for a product. The container or wrapper is called as packaging. The package might include 3 level of material. The primary package is products immediate container. The second package refers to the material that projects the primary package and is discarded when the product is about to be used. Almost all physical products going to the market are packaged and labeled. Packaging plays a major role in case of expensive, delicate and high percentage of breakage products. Many marketers have called packaging as the 5th P of marketing mix. Packaging depends upon the nature of product. It means that what type of product is and in terms of physical nature. Some products can easily packed in container where as some products require special container and some product cannot be packed in container. Therefore to pack that type of product, it requires special material, which covers only that portion of product, which is delicate and may be damaged as the case of Bikes. As Hero Honda produces Bikes, they take due care for their packaging. Whole body of bike is covered with thermo coal.

Warranties
Product warranties are an important promotional tool especially as consumers become more quality sensitive. Warranties means authority or justification that the thing sold is fit for use and the producer accepts reproducibility for repairs within a period of time. The company can promote sales by adding a free warranty or service contract. Warranty forms an important part of customer durables. Customer always expects a longer period of warranty. But the cost burden on company is very high and the company has to perform cost benefit analysis. While deciding the period and scope of warranty only that policy should be selected where the benefits out run the cost. But it is very difficult to calculate and maintain balance by cost and benefits. The warranty period of Hero Honda Limited is one year. The company replaces all the parts & movements, which suffer within a period of one year from the date of purchase. Even after the warranty period is over, the retailers replace the parts but they charge the customers at a lower rate. This is beneficial to both the retailers even if they replace the parts after the warranty period and the customers get replacement benefit at a lower rate. Thus, the benefits are a long-term benefit. These benefits are in terms of customers royalty, brand approach, positive feedback, dealer and retailer royalty, etc.

Introduction
The price mix of any company should cover the following area: Pricing Objective Pricing Policy Discount Allowance Credit Terms

PRICING OBJECTIVES
For any business activity is performed properly, its objective must be determined. Pricing is not possible unless a definite objective is clearly defined. Though it is difficult to know the subject, which manufacturers keep in mind while fixing prices of their product? Survival Companies pursue survival as their main objectives if planned with other companys interest, competition or changing customers behaviour to keel the plant going and the inventories turning over the carry out. Maximum current profit Many companies try to set the prices that win maximum current profit. They estimate the demand and costs associated with alternative price and choose the price and that produce the maximum profit and cash flow or rules of return on investment. Current revenue Some companies set a price to earn maximum sales revenue. Revenue maximization enquires only estimating the demand function. Many managers believe that revenue maximization will lead to long run maximization. Maximum sales growth Other companies want to maximize unit sales. They believe that higher sales volume lead to lower unit cost and higher long run profit. They set the lowest price assuming a market price is sensitive.

 Maximum market skimming Many companies setting its prices to skim the market. The company sets that price that makes it just worthwhile for some segments of the market to adopt the new material.

The Pricing Objectives of Hero Honda Limited Price stability Hero Honda is one of the companies in Bikes and Mopeds market in India, which call for long-term interest of the business and aim at a price stability. This attempt is not to let price fall low during depression and rise to high during boom. To increase market share The main objective of Hero Honda Limited is to get maximum market share in scooter market, so they have to set their prices at definite level by which they can increase their market share. To meet competition Hero Honda has adopted such a price policy that helps the company to meet the competition in the market successfully.

PRICING POLICY
Pricing policy is the standing answer of the firm to require problem of pricing. It provides guidelines to Marketing manager to solve appropriate pricing decision. If competition is mainly on price basis then each marketer generally prices their product at the same time to level their competition. In present era, most of the companies adopt a way to take reasonable price on its product and capture the market. Thus in present era, companies have no more interest in maximum profit but in capturing the market. As we know that the bikes and mopeds of Hero Honda Limited are available at reasonable price and greater style. Hero Honda Limited itself sets up the prices of bikes and moped. We can see in the below chart that Central Sales Tax, Gujarat Sales Tax, etc. should be paid according to the rules and regulations of the government.

Price Structure
Particulars Factory price Add: Forwarding, Handling & looking charges Balanc e Add: Central Excise Duty Add: Freight Charges Net Dealer Price Add: Commission Retail Price Add: Rajkot Municipal Corporation Entry Tax Add: Gujarat Sales Tax (4%) Ex-show Room Price Add: RTO Tax Add: Insurance & Accessories On Road Price ------------Amount (Rs.) -------------------------------------------------------------------------------------------------------------------------------------------------------------------

PRICE LIST
Any company, which adopts the dealer-retailer channel of distribution, has to be very careful while formulating its pricing objectives and pricing policies. Thus, companies circulate price lists periodically in order to make the dealers, retailer and customer aware of the price of a product is to be sold. The price at which the product is to be sold is usually printed on the package. The prices of every company are revised and reprinted from time to time depending on the changes in the pricing policies, tax rates, etc. of the government. The pricing policies of the company also changes with technology used by the company, change in the price objectives of the company, change in the management strategy of the company and various other changes that affect the price of the product manufactured by the company. Price list form an integral part of the framework of the company. They are a proof to the companys pricing policy. To the company it is a statement, which indirectly shows the future profit. No dealer or retailer can charge a price, which is above the maximum price set by the company. It is matter of pricing policy of the top management to decide how and when it incorporates price changes and revises the price list.

DISCOUNT

The term discount means a deduction in the nominal value of the price or amount from the product. In other words, discount is the amount, which is taken off the face price of the product. Most companies modify their basic price to reward the customer purchase and off-season buying. These price adjustments are called discount. Discount is very popular tool in the hands of top management to increase sales. The companies make efficient use of this tool to expand their market. Discount being a reduction in the original price of the product are relatively cheap form of attracting new customers and sustaining old ones. Discount depends upon the nature of product. In such product, one can easily give discount. Bikes, Mopeds and scooter are not the product on which discount can bi given. Therefore, Hero Honda Limited sticks on price of their product.

INTRODUCTION

It is unanimously accepted that Nothing happens until somebody promotes something. You may have the best product, price of purchase but even though people will not buy your product, if they havent come across it and simply aware of its existence. The marketer must communicate their prospective buyers and provide them adequate information regarding product. The main job of promotion in marketing mix decision is Right product must be available in right time and at right price. Broadly speaking, promotion means to push forward or to advance in ideas in such a way as gain in acceptance and approved promotion is any communication activity whose main objective is to move forward a product, service or idea in any channel of distribution. It is an effort by a recommended use of the articles, service or idea, which is being promoted. Promotion is a form of communication with an additional element of persuasion. The promotion activity always attempts to affect ideas, products, services, etc. is the heart of promotion. Modern marketing causes for more than developing a good product, pricing attract lively and making it accusable to target customers company must also communicate with their present and potential customers. Every company directly to indirectly plays the role of communication and promotion. To communicate effectively companies hire advertising agencies to develop effective advertisements, sales promotion specialist to design sales incentives program and public relations firms to develop corporate image. They train their salesman to be

friendly and knowledgeable. For most companies the question is not whether to communicate but rather what to say to whom and how often. A modern company manages a complex marketing communication system. The company communicated with its middleman, consumer and various publics. The marketer must communicate to its prospective buyers and provide them adequate information in a persuasive language. The people must know that the right product is available at the right place. Sales will not take place automatically without promotion or marketing communication even though the product is of the best quality. It is an important marketing strategy and fulfills the marketers to communicate with the customers. Essentially promotion is persuasive communication to inform the prospective customers is responsible for walking and stimulate demand, capture demand, from rivals and maintain demand for the product even against keen competition. Marketing have adopted a communication view of the firms promotional activities receives is not regarded as an active caution. Promotion includes the following: Advertising Sales Promotion Personal Selling Publicity

ADVERTISING

We can define advertising as any form of non-personal presentation of ideas, goods or services by an identified sponsor. Advertising is the most important tool of promotion. There will be hardly any field of business in which advertising is not used for scores expansion, it is not exaggeration, and we say that modern age is the age of advertise. It is the foundation of modern trade and industry. Advertising is one of the most common tools the company uses to direct persuasive communication to target buyers and public. We may define advertising as: Advertising is any paid form of non personal presentation and promotion of ideas, goods or services by an identified sponsor. From above discussion, we can say that each & every company, whether public or private has to advertise for its survival. Hero Honda Limited has also undertaken the advertising programme to promote the sales because it knows that advertising has the following strength. It offers planned and controlled stage. It can contact and influence number of people simultaneously quickly and at a low cost per prospect. It can reach prospect that cant be approached by salesman. It can be very useful to create maximum interest and offer adequate knowledge.

OBJECTIVES OF ADVERTISING
The first step in developing an advertising programme is to see the advertising objectives. According to Hero Honda Limited those objectives must flow from decision on the target markets, market positioning and marketing mix. The Hero Honda Limited has undertaken the activity of advertising with a view to attain the following objectives:

To Inform
Telling the market about new feature of product. Suggesting new uses for a product. Informing the market of a price change. Explaining how the product works. Describes available services. Correcting false impression Building a company image.

To Persuade
Building brand preference Changing buyers perception of product attributes Persuading buyers to purchase Persuading buyers to receive a sales call

To Reminding
Reminding buyers that the product may be needed in near future. Reminding buyers where to buy it. Keeping in mind during off-season Maintaining its top-of-mind awareness.

MEDIA OF ADVERTISING
The term media is a phrasal form of medium. In advertising term medium is a channel of communication such as TV, Newspapers, Radio, etc. A media is a vehicle for carrying the sales message of an advertiser to the prospects. It is needed a vehicle by which advertiser convey their ad in reducing gap in between products at one hand and consumer at other. The sales media depends upon various features such as: The financial allocation for advertising. The nature of product and the demand for it. The nature of competition and the extent of coverage require. Cost of media, co-operation and the promotional aids offers media circulation. Right media of advertising will enable the advertiser to deliver the message effectively to the intended market or prospect. The different type of media can be analyzed as under.

Media of Advertising

Press Media Newspaper Magazine Trade Journals

Broadcast Media Radio Television Film

Outdoor Media Posters Wall Painting Sky Advertising

Direct Media Circular Letter Catalogue Price list Personal Letter

Transit Media Bus Car Trains Airplanes

Screen slide Electric Display Hoardings

Hero Honda Limited, generally uses mostly press media, broadcast media, out door media and sometimes transit media for their advertisement. As Hero Honda Limited is a giant group in manufacturing Bikes and Mopeds they are taking due care for advertisement of their products. They are giving their advertisements regularly in all media they are using for advertisement; following are some medias in which they advertise.

Newspapers
Newspaper is the best media for advertisement of any product or service. Through newspaper, the message of any producer can reach to each & every person. Hero Honda Limited has selected newspaper as its media of advertising because it is the most effective media. It has general & wide appeal. They are flexible periodical change in size and contents are also easy. At local level they are using different newspapers in different cities. (Sandesh & Gujarat Samachar for Rajkot City) City Mumbai Delhi Calcutta Chennai Ahmedabad Bangalore Hyderabad Lucknow Pune Baroda Newspaper Times Of India Hindustan Times Telegraph Hindustan Times Times Of India Deccan Herrid Deccan Cromic Times Of India Indian Express Indian Express

Magazines

Magazines are considered to be the most effective media through its coloured attractiveness. Magazines have largest life and greater value reference value. Further they are using magazines for advertisement because selective appeal is possible through it. The magazines have most circulation form. Hero Honda Limited is also giving regular advertisement in magazines. They use special magazine for bikes. For Motorcycles Sports Star Cricket Samrat For Mopeds Sports World Chitralekha Abhiyan etc.

Television
In the last 2 to 3 decades, the television network has developed and grown tremendously. In India there are hundreds of television stations, which relay the programme through Doordarshan. Apart from this, there are other channels also like Star, Zee, Sony, etc., which provide their best programmes. This has been proved to be an ideal medium for entertainment and information transfer. Now-a-day sponsored programme are very common on television. Television is high frequency media with an immediate impact. Hero Honda Limited is using television as important media. They advertise their product Zee TV, Doordarshan, Sony & other popular channels before popular programme or between programmes, so that they can attract more customers. Virendra Utpal (Marketing Manager) is giving more importance to television advertisement because it can appeal through ear as well as eyes and can be demonstrated with explanation. It reaches the guidance of almost like personal salesmanship. Thus, it is really wonderful mean of communication for creative marketing.

Advertisement Campaign of Hero Honda on Television.

Hero Honda Womens World Cup Hero Honda Limited was official sponsor of World Cup Cricket 1999, England Hero Honda Limited always arranges and sponsors the one-day international cricket match series.

Film
Generally big business houses prepare their advertisement film and get them display in cinema houses. Hero Honda Limited uses this type of media, when they are introducing their new model of bike. They make short film and display in cinema houses, which is more impactive to new introducing model.

Out Door Advertising

Outdoor media is also very important part of advertisement. The benefit of outdoors media is that it is eases and lower cost programme therefore everyone can afford. Hero Honda Limited has adopted posters, hoardings, electric display and sometimes sky advertising. They always set their hoarding in city at the place where most of the people passes by and get attracted towards it. Sometimes they also uses wall painting. They always set their electric displays outside their showroom, which attract customers and sometimes they set bat down with their name in the sky while they sponsor cricket matches. Hero Honda Limited is taking care of some important things while giving advertisement through this media such as the place of posters, hoarding, and electric display. They obey the rules & regulations laid by the government.

ADVERRTISING AGENCY
A modern advertising agency with specialized knowledge, skill and experience, which are required to produce an effective campaign. Advertising agencies has a specialists work together to understand fully the advertisers requirement of an advertisement campaign and develop suitable advertising plans & strategies. By certain advertisement and delivering plans and strategies. A modern advertising agency is the foundation from which flow most of the advertisements, which we see and hear in the national and regional media. Hero Honda Limited has also taken the help of very popular advertising agency Hindustan Thomson.

Reasons for using Advertising Agency

The company cannot have all types of specialists such as copywriters, design staff, market research, etc. The agency has these highly qualified specialists on a department basis because their costs are spread over many advertisers. Hence it is economical and cheaper to use advertising agency. The agency can be unbiased or objective view if an advertisement problem. The avenue can see that product, its merits and demerits through the see of the buyers who are also outsiders. This objective is not possible for an advertisement department of the company.

Finally the media owner pays the agency. The company pays nothing for it, an agency that is buying advertisement space. Hero Honda Limited gives the design, size, colour, and etc. of different type of bikes and mopeds of the agency. Then advertisement agency finalizes the advertisement. Thus the function of creation and development of advertisements are complete.

Selection of Media
Placement of advertisement, research, studies of agency

characteristics are performed by Hindustan Thomson. It receives 15% of commission from media owners.

Advertising Theme
The theme or appeal is the central idea around which the advertisement is created. It is called unique sales separation. There are various themes used in an advertisement to sell its product or services. The selection of the theme is usually made by the theme of consumer study and research. Hero Honda Limited has conducted customer research study. In this study they have found that the knowledge of the types of perspective customers, their pattern of living, class from which they belong and kind of approach they need. The advertisement theme is a heart and soul of the advertisement and message. After proper consideration Hero Honda Limited has selected following theme for their products.

Theme of Pride
Generally motorcycles of Hero Honda Limited are sold with the theme of pride appealing to upper middle class and rich class. Easy to city ride and the wheel in India is the statement showing the pride and design of excellence showing the pride.

Theme of Comfort
Hero Honda Limited has given more stress to this advertisement theme because comfort is the most important element for the domestic goods. They have given importance to the comfort through showing the technical features of the product. City ride made easy and Fill it, shut it and forger it shows comfort for customers.

Theme of easy in Operation

This is necessary theme for any product. Hero Honda Limited has look after for more easily in operation and customer can use it whenever required. In Hero Honda Street they made it easier in operation that there is no need for kick-starts as self-start system is available.

Theme of mode selling

They re giving more stress through the selling line

 Value of money for years Fill it, shut it, and forget it Designed to excel Motorcycling unplugged. It makes more impact in the mind of customers and they will be ready to purchase the motorcycle of Hero Honda Limited.

SALES PROMOTION
Sales promotion is an important instrument to lubricate the marketing efforts. Today sales promotion is new and not merely a luxury or a fashion. It is an integral part of marketing efforts. Sales promotion is entered to activities, other than salesmanship, advertisement and publicity, which stimulate consumers purchasing and dealer effectiveness. It consists of diverse collection of invoice tools mostly short-term designed to structure quicker and greater purchase of particular products by consumer or sealers. In short where advertising offers reason to buy, sales promotion offers incentives to buy.

Tools for sales promotion

Many sales promotional tools are available to accomplish sales promotion objectives. The planner should take into account the type of market, sales promotion objectives, and competition and cost effectiveness of each tool. Following are the main sales promotional tools: Consumer promotion Trade promotion Sales force promotion.

Consumer promotion tools

Following are the main consumer tools of Hero Honda Limited.
Free Trials

Hero Honda Limited provides Free Test Ride at dealers show room to their customers at the cost. They are providing free test ride on CD-100, CD-100 SS, Street, and Splendor. Demonstration All the vehicles of Hero Honda Limited are demonstrated at the show room of dealer. Not only the vehicles itself but also the accessories, which are used in product is superiority in operation. There are other consumer promotional tools are there like coupons, cash refund, premium, percentage rewards and gifts.

Trade promotion tools

Hero Honda Limited regularly arranges trade promotion activities. Following are some trade promotional activities, which are performed by Hero Honda Limited.

Display in exhibition and fair, etc. Hero Honda Limited takes part in fair. Generally at the time of festivals like Navratri, Janmashtami they display their new bikes in fair. They also take part in trade fair, which are arranged and organized by some club or association. They display and demonstrate their new models there.

 Sales contest Hero Honda Limited has its wide dealership network. Therefore, the first is to decide the sales target of each and every dealer. Dealers are prompt for higher selling and at the end of year, selling of dealers match with target and whomever dealer gets best selling is liable for best reward. This results in best performance & clears maximum profit for company.

Sales force promotion

Hero Honda Limited performs force promotion activities. It is very much necessary to promote sales force of their company to reach at target sales and perform other activity affectively.

PERSONAL SELLING
Personal selling is the process of including and excluding a perceive buyer to note a commodity services or to favorable upon an idea that this commercial significance with the seller. Personal selling is highly distinctive and the only form of personal selling involving face to face relationship or communication between sales person and one or more prospective customers. Now-a-day, personal selling is increased in the consumer durable market. But so far as Hero Honda Limited is concerned, they are not performing personal selling regularly and continuously. However, they are practicing when any new model of Bike or Moped is to be introduced in the market.

PUBLICITY
Publicity is a non-personal stimulation of demand for a product, service or a business unit. By placing commercial significant news about it in a publication or obtaining favorable presentation of it on Radio, TV or Magazine that is not paid by the media sponsor. For Hero Honda Limited, publicity is one of the promotion mix, which cannot be ignored in any case. Till today many articles regarding the company is published in local magazines such as Abhiyan and chitralekha, etc. Through publicity of its company Hero Honda Limited has created own goodwill in market.

INTRODUCTION
More production of commodity is not enough but is must reach to the right man at right time and at right place. In marketing point of view place mix strategy is the 4th important P or important element of the marketing mix strategy. It has 2 sub divisions. Channel of Distribution Physical Distribution

Channel of Distribution
Channel of distribution is the best marketing institution

participating in the marketing activities involved in the movement or the flow of goods or services from the primary producer to the ultimate customer. In the field of marketing the channel of distribution indicates routes in pathway through which goods and services flow or move from producer to consumer.

Physical Distribution
Physical distribution consists of marketing activities related to the physical looking of goods such as protective packaging; order processing, inventory management, transportation and warehousing. If you build a better mousetrap, the world will heat your door. But too often the customers must have the delivery of that better mousetrap at the right place, at the right time and at right quantity. The physical distribution function use other half of marketing is responsible for completing the marketing transaction.

SELECTION OF CHANNEL
The problem of selecting the best distribution channel is most complex. There are many factors affecting the channel choice like nature of the product, marketing environments, etc. These all are very important factors for determination of distribution channel. Every marketer has to consider all these factors at the time of selection of the distribution channel and selecting channel member. Hero Honda Limited takes the following factors into consideration.

Financial Condition
Before appointing a dealer or agent or retailer Hero Honda Limited find out the financial condition. If the financial condition is sound and if executives of Hero Honda Limited are satisfied with these conditions, then Hero Honda Limited looks for further aspect.

Location
Other thing, which Hero Honda Limited considers, is location. It is the most important for wide market coverage. Generally show rooms of Hero Honda Limited are located at the center point of the city or at the place from where most of the public passes by.

Reputation in the market

This is considered to be goodwill of any dealer of Hero Honda Limited. They take full bio-data of person, who has proposed his/her name for dealer of Hero Honda Limited and person must have good reputation in society.

Experience & knowledge

Hero Honda Limited considers experience and knowledge of person. They consider about the experience of person in some business or in small business and other things. They consider knowledge. Person must have good knowledge of market, present scenario, competition and other essential things.

Provision for after sales services

If dealer, retailer or wholesaler are ready to give after sales service to customers, then Hero Honda Limited take particular decision for selection. Not only this, Hero Honda Limited has offered the after sales service on its vehicle.

NUMBER OF CHANNEL LEVEL

Distribution means to distribute, spread out. In the field of marketing channel of distribution indicates routes or path through which goods and services flow from producer to consumer. Thus the channel of distribution flow on: Information Marketing communication Material Manpower. Hero Honda Limited has good channel of distribution to meet the consumer demand. They had appointed nation wide dealers. Their dealers are spread all over India. Hero Honda Limited is producing & distributing to their dealers as and when needed. And from dealers it reaches to ultimate customers.

Plants of Hero Honda Limited (Dhule, Haryana) Dealer (Perfect Auto Service, Rajkot District) Consumers Sub Dealers Consumers As authorized dealer of Hero Honda Limited, Perfect Auto Service has appointed some sub-sealers to reach at the maximum customers and customers can reach to them with minimum efforts. Through appointing sub0dealers one can easily reach to the consumer who are not quickly come across to cities.

Market Coverage

Once the general channel decide it has to be used to increase in the share of market coverage. It is an important activity while the company is passing from the period of stability. The Hero Honda Limited has secured keen position in the corporate market. Hero Honda Limited is number one motorcycle producer in India. They secure 55% of market share in competition with their competitors. It is true that Hero Honda Limited has get substantial and wide market in India, but if we think in global sense and compete with motorcycle manufacturers of whole world, then what is the position of Hero Honda Limited? Answer is very simple that at international level they secure 8 to 10% market share. Hero Honda Limited vehicles are generally sold in the East & South America and other countries like Argentina, Mexico, Paraguay, Venezuela, Indonesia, Japan and China.

Transportation

Marketer needs to be concerned with their companys transportation decision. Transportation choice will affect the price of the product on time delivery performance and the condition of the Hero Honda Limited, which they arrive all of which affect consumer satisfaction. Transportation is cause of problems of physical distribution. It is sometimes caused the guardian knock of physical distribution. Hero Honda Limited has made contract with road line transport companies for the transportation of vehicles.

Warehousing

Every company has to store its goods, as they cant be sold immediately. Storage function is necessary because production and consumption is rarely matched. The company must decide on a desirable number of stocking locations. More stocking locations means that goods can be delivered to customers more quickly. The number of stocking locations must strive a balance between customers service level and distribution costs. So far as Hero Honda Limited is concerned, it is not the practice of the company to provide warehousing facility to the dealers. Hence to make arrangement of godowns for the storage of vehicles Perfect Auto Service has very big warehousing.

Index

SR. 1 2 3 4

PARTICULARS Meaning & Importance of Marketing Research Objectives of Marketing Research Scope of Marketing Research Questionnaire

PAGE NO.

Meaning & Importance of Marketing Research

Mostly marketing research involves studies related to buyer behavior, brand preference product or brand usage, advertising awareness, sales promotion, physical distribution, dealer behavior, competition & so on. The simple meaning of research is that it is the process of gathering, recording & analyzing of critical & relevant facts about any branch of human activity. It indicates critical & searching study and scientific investigation of problem, a proposed course of action hypothesis or a theory while marketing research is the systematic gathering, recording & analysis of data about problem connected with market product, price, promotion & destination. It is connected with all those factors, which have a direct impact on the marketing of products and services. Marketing research is a process of manufacturers like what to produce? How to produce? When to produce? It works as the bridge between producers & consumers. The marketing research is directly interested in offering sound alternative solution to marketing problem relating to exchange of goods and services from producer to consumer. Beginning and end of marketing management is marketing research. In a dynamic economy, marketing research acts as the investigate arm of marketing manager. As now a day are competitive in nature and so many competition comes in to a market so with the help of marketing research both the aim the information regarding customer demand and new competitors can be obtained immediately and best action can be taken.

Objectives of Marketing Research

An objective is precondition of any work. To determine the objectives is the 1st step in the planning process. Once the objectives are determined the way are easily found out. Objectives are guidelines for completing the work. The principle of objective is the study to know the attitude, preference and buying behavior of consumer, which never remains constant over a time period. Following are the major objectives of this study. To know consumer awareness about various models of Hero Honda Limited. To know perceptions and preference of customers regarding various model. To know consumer satisfaction regarding product and brand. To know media of advertising adopted by dealers. To study tools of publicity adopted by dealers. To study factors, which plays important role in increasing sales of Hero Honda Limited.

Scope of Marketing Research

The scope of study was to understand the thinking of consumer toward Hero Honda Limited. How do they react to the comfort and convenience gives? How much they are satisfied against their buying decision? Which factors motivated them to make decision of purchasing Hero Honda? Thus the scope can be specifically highlighted as below mentioned. To pinpoint the features, which persuade and influence the buying decision of purchasing Hero Honda To find out their satisfaction in accordance with their paying value What is the problem of Hero Honda in the minds of consumer? It also includes the income analysis and present Hero Honda Holders Study of different influence & attributes.

Limitations of Study
The research report suffers from many limitations, as all the resources for carrying out research were limited. Some limitations are given as under. (1) It is only confined with Rajkot city, so the coverage is very narrow. (2) The data collection is done only through questionnaire. Thus, it lacks the support of personal interview and observation method. (3) Moreover questionnaire consists only 12 questions. For detail study more information is required. (4) It is a survey of only 100 respondents. Sample size is only 100, which is very small to take strategic decisions. (5) Time constraints and limited number of questions make it difficult to have required information from customer.

Conclusion
On the basis of project work of Hero Honda Limited undergone at Perfect Auto Service, it can be concluded that the position of the Hero Honda Limited is corporate field is very strong. The well-experienced, efficient and industrious sales force is the strength of it. The value of Hero Honda Limiteds vehicle is more than that of competitors. Sophisticated mass production technology including the latest machinery and equipment for material handling, precision high volume machines, robotic welling automated painted and conversed vehicle assembled them to rule the market amongst others. Each vehicle has to pass through a lot of quality control checks. Thus such a faculty does not only consumer tooling which meet precise standards but also reduces the lead-time for introducing maker model. Quality control is exercised in every good engineering company and with Hero Honda it appeals to be way of life. All the Hero Honda bikes have strong and nice engine and it will obey the pollution control rules and regulations. All the products of Hero Honda have made an agreement with Japans Honda Company for the development of four-stroke engine.

At present Hero Honda Limited is enjoying monopoly in the fields of bike. It is trying its level best to secure more market coverage and

trying to introduce new products to cover international market and can compete with worlds giants in motorcycle manufacturers.

Suggestions

Hero Honda Limited has high qualified, well-experienced and wide experienced executives, who always try for giving their best. Though following are the main suggestions according to my knowledge. (1) In recent time there is high crisis of fuel like petrol, diesel, and etc. Therefore company should research for alternative of this fuel like solar energy or LPG (2) Sometimes it happens that the person who wishes to buy motorcycle, but he cannot buy it because of higher prices of motorcycles, therefore the company should design motorcycles of lower cost so customer can afford it. As against there should be not more changes in technology of motorcycles. (3) It happens that in some region or city the demand of their product is high and in some region or city their demand is low. Therefore the company should try to have research for it, that why such things happened and take proper measures according to satisfaction.

Bibliography

Marketing Management By: Philip Kotler Modern Marketing Management By: Stanton Essentials of Business Organization & Management By: Sherlekar and Janardhanan