INDEX

Sr. No. 1 2 3 4 Particular Overview of company History Management group Contribution to society Page No . 2 3 4 5

OVERVIEW OF COMPANY HERO HONDA MOTORS LIMITED

Registered & corporate office :HERO HONDA MOTORS LIMITED 34, Community cnter, Basabt lok, Vasan Vihar, New Delhi 110057, Tel. : 011-261742451 / 2614421 Fax : 011-26143321 / 26143198 / 26141830 / 26151453 / 2615232 Web site : www.herohonda.com

Dealer of the company JAI KHODIYAR AUTO CARE PVT.LTD. RAJKOT

NAME Address JAI KHODIYAR AUTO CARE PVT.LTD. JAI KHODIYAR, White House Gondal road, Rajkot 360 002 (Gujarat) jaihodiyarautocare@rediffmail.com

Morbid Email

HISTORY
What started out, as a joint venture Between Hero group, the worlds largest bicycle manufacturers & the Honda Motor Company of Japan has today become the worlds single largest two wheeler company coming into existence on January 19, 1984. Hero Honda Motors Ltd. gave India nothing less than a revolution on two wheels, made even more famous by the Fill it shut it Forget campaign. Driven by the trust of over 5 million customers, the Hero Honda product range today commands a market share of 48% making it a veritable giant in the industry. Add to that technological excellence, an expensive dealer network, & reliable after sales service, & you have one of the most customer friendly companies. Customer satisfaction, a high quality product, the strength of Honda technology & the Hero groups dynamism have helped HHML scale new frontiers & exceed limits. In the words of Mr. Brijmohan Lall Munjli, the chairmen & managing director, we will continue to make every effort required for the development of the motorcycle industry, through new product development, technological innovation investment in equipment & facilities & through efficient management.

MANAGEMENT GROUP
Chairman Managing Director Joint Managing Director Wholetime Director Director Director Director Director Director Director Director Director Director Director Director Director Mr. Brijmohan Lall Munjal Mr. Pawan Munjal Miki Yamamoto Mr. Shinichi Nakayama Satyanand Munjal Om Prakash Munjal Satoshi Toshida Koji Nakazono S P Virmani N N Vohra Pradeep Dinodia V P Malik (Retd.) Analjit Singh Pritam Singh Vijay Laxman Kelkar Shobhana Bhartia

CONTRIBUTION TO SOCITY
The group undertakes various project and activities of socio-humanitarian nature to contribution to the national mainstream. Group companies, Hero cycle limited and Honda motors Limited have been pioneers within the group, in undertaking socially productive work of myriad nature. HEALTHCARE Raman Munjal Memorial Hospital is a 100-bed hospital with a well-equipped laboratory, a fully functional operation theater, an out patient department as well as a casualty. A fully equipped mobile clinic provides comprehensive health care to the rural masses. The medical center on the factory premises of the group companies is open for the sub-urban and rural communities of the surrounding areas. The medical center is also equipped to provide first aid and ambulance facility for road accident victims. Other efforts, under the auspices of Hero Honda Motors Limited included. EYE CAMPS With over 15,000 patients examined and about 1700 cataract operations performed so far, these eye camps have also aided patients with free accommodation, food and medicines.

FAMILY PALNNING CAMPS Held since 1993 at the civil Hospital, Rewari and Bawal, these camps offer monetary incentives to the masses to adopt family planning measures. Blood donations Camps: these camps are being organized on a regular basis since 1992.464 units have been donated to Indian Red Cross society in the last camps. ENT CHECK UP CAMPS Conducted by specialists from AIIMS, these camps have been organized since November 1997. HEART CHECK UP CAMPS Since July 1988, free camps are being organized in collaboration with Escorts Heart Institute and Research Center, where specialized diagnosis methods like Echocardiography and ECG are used. REHABILITATION CAMP Conducted with the assistance of the district Rehabilitation Center, Red Cross Society, Rewari, these camps help physically challenged villagers to rehabilitation and re-employ themselves. Many patients have found a new lease of life on account of the physical aids given to them.

DERMATOGY CAMPS Held for the first time in October 1999, the camp saw around 460 patients, where 365 patients underwent treatment for various skin ailments. Furthermore, three acupressure camps were also held in January 2000 where 450 persons were offered treatment and advice. SCHOOL HEALTH PROGRAMMES The Raman Munjal Vidya Mandir was the first school to participate in this program. Student underwent annual medical check up to detect nutritional deficiencies and were advised on improving and monitoring personal hygiene, immunization as well prevention & control of communicable diseases. IMMUNISATION PROGRAMMES All Hero Honda employees and their families benefit from immunization programmes for Hepatitis and Typhoid fever. More than 6000 people have been immunized so far. The company is also an active participant in the national Pulse Polio immunization programmes. IN-HOUSE HEATH ACTIVITIES The company takes a keen interest in the welfare of its employees with the dissemination of health information among them by means of lecture, group sessions, printed material, audio visual aids, display boards, etc.

AIDS AWARENESS PROGRAMMES In association with CIL Hero Honda has done immense work to promote awareness about AIDS. EDUCATION The Raman Kant Munjal Trust fund, instituted in 1992, has helped et up a primary school in Dharuhera. Today the Raman Kant Munjal Vidya Mandir has grown into one of the best senior secondary schools in Dharuhera. The school is affiliated to the Center Board of Secondary Education. ENGINEERING Innovative engineering for Hero Honda means using the right and specification designed technology that meets the Indian consumers requirement as well as testing road conditions. This is exemplified by Hondas reliable 4 stroke engines and their amazing fuel efficiency. No wonder then, that Hero Honda has manufactured 4-stroke engines ever since its inception in 1985. Hero Honda has received ISO 14001 certification for Environmental Conservation.

ENVIRONMENT Hero group companies have strived to provide environmental friendly products as well as manufacturing units. Hero Hondas we care program was initiated with a focus on environmental conservation and awareness, and now extends its influence to multidimensional activities, for the socio-economic betterment of society. The 4-stroke Hero Honda motorcycle undergoes a high technology process to meet the most demanding of pollution norms at every level. Hero mopeds and motorcycles having the lowest pollution emission levels in their categories on Indian roads. PUBLIC AMENITIES Hero Honda has adopted10 villages located within a radius of 10 kilometers radius of the Dharuhera plant for their integrated rural development such as education, drinking water, roads, street lighting, panchayat ghar etc. The village in and around the Hero Honda factory has been facing acute shortage of drinking water, as South Haryana is a water scarce area. Keeping in view the scarcity of drinking water, the Company has so far installed 75 hand pumps and a water cooler of 120 liters capacity at State Roadways Bus Stand, Rewari for providing cool drinking water to the passengers. The company has constructed approximately 5 kilometers of road and connected this village to the national
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highway. Four primary school building have been renovated and sanitation facilities provided. In order to promote non-conventional sources of energy the Company has subsidized the installation of biogas plants by 50%. Fifteen such plants are currently operational. EMPLOYMENT GENERATING PROGRAMMES A vocational training center was opened in February 1993 to train the rural women in such vocational, which could provide them gainful employment. This center offers a six months diploma course affiliated to northern sales (India) Jullandhar that is sponsored by Usha Sewing Machines and conducts embroidery classes and knitting and fashion designing courses. DONATIONS The group regularly donates in both cash and kind to concerned authorities and organizations for social causes. This includes donation of vehicles for use as ambulances, money for construction of auditoriums and community halls, blankets for the needy, and help for war windows.

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SAFETY AWARENESS PROGRAMMES As a leader in the two-wheeler market segment, he group has takes upon itself the onus to organize programmes on road wherein participants are made aware of driving techniques, road safety signals and about the precautions to be takes when on the road. SPORTS AND ENTERTAINMENT The association of the Hero group with sports began in 1993, when Hero Honda sponsored the India-Sri Lanka Test Series, followed by the Hero Cup in November 1993. From them on these has been no looking back. The sponsorship of the womens world Cup in 1997 came next, them the ICC Cricket World Cup in 1999. This established Hero Honda as a serious patron of Indian cricket. At present, Hero Honda is one of the official sponsors of ICC World Cup Cricket up to 2003. Hero Honda further extended its association with sports with the Hero Honda Masters Golf Tournament, 1997 an event on the Asian PGA Tour. Hero Honda has since sponsored this event every year and helped it grow into one of the most prestigious golf tournaments in India.

11

The Group also has an equally strong passion for entertainment. Over the years, Hero Honda has sponsored film awards like the Hero Honda Stardust Millennium Hon ours and the BFJA awards for Bengali films. In a gesture that honors and salutes some of the finest talent in south Indian Cinema, Hero Honda also recently sponsored the 20th Cinema Express Awards. The Hero Group has set up the Hero Indian Sports Academy (HISA) to be developed along the same lines as the globally known Laurens World Sports Academy, founded by Daimler Chrysler and Richemont. HISA to be comprised of sporting legends from India is to mirror the work of Laurens within India for the benefit of the Laurens sport for good foundation (Indian Chapter). The objective of HISA is two folds: to recognize, build and award outstanding sport talent within the country; and to support projects in India where sport is being used as a vehicle to address social change through the Laurens sport for good foundation.

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INDEX
Sr. No. 1 2 3 Particular Models of the company Milestone Sales of the company Page No. 14 15 19

13

MODELS OF THE COMPANY AND PHOTOGRAPHS

CD 100 SS CD 100 STREET SLEEK JOY CD DAWN SPLENDOR PASSION CBZ KARIZMA SPLENDOR+ PASSION PLUS CBZ SUPER SPLENDOR CD DELUXE GLAMOUR ACHIEVER

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MILLESTONE
1983 1984 1985 1986 1987 1988 1989 1990 Joint Collaboration Agreement with Honda Motor Co. Ltd. Japan. Company incorporated. First motorcycle (Model CD 100) produced. Quality circles launched. Engine plant started 1,00,000th Motorcycle produced. Hero Honda Family Club formed at Gurgaon 200,000th motorcycle produced Sleek model introduced 300,000th Motorcycle produced 400,000th Motorcycle produced Pegasus Award From Readers Digest for campaigning 'One Litre Road' 500,000th motorcycle produced CD 100SS model introduced Mobile Service Workshop launched Economic Times-Harvard Business School Award for Excellent Governance to Hero Honda Motors Ltd. Hero Honda moved into India's Top 100 Companies - Ranked 87

1991

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1992

A school named Raman Kant Vidya Mandir inaugurated in memory of the first Managing Director of Hero Honda Motors Limited 750,000th Motorcycle produced Sponsored Hero Group - Five Nations Cricket Tournament Splendor model introduced 10,00,000th motorcycle produced The Businessman of the Year award is conferred upon the Chairman Mr Brijmohan Lall - by Business India Group of Publications 800 motorcycles per day production started 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 Hero Honda Motors Limited on being ranked 9th amongst the most investor rewarding Companies in India Hero Honda becomes first company to serve Army, Navy & Air Force with its 100cc motorcycles 1200 motorcycles per day production started. Street model introduced Foundation stone of Raman Munjal Vikas Kendra foundation stone laid by Chief Minister of Haryana Sponsored 6th Women World Cup Tournament
16

1993

1994

1995

1996

1997

Distinguished Entrepreneurship Award conferred upon the Chairman Mr Brijmohan Lall By PHD Chamber of Commerce & industry 1998 20,00,000th motorcycle produced Hero Honda Masters Golf Championship started Business Leader of the Year conferred upon the Chairman, Mr. Brijmohal Lall by Business Baron. 25,00,000th motorcycle produced. CBZ model launched. Sponsored '7th World Cup Cricket tournament' at England. Environment Management System of Dharuhera plant certified with ISO 14001 by DNV Holland. Suhana Safar Customer Relation Programme launched. Best Productivity Award for the best performance in Automobile & Tractor Sector by National Productivity Council presented by Vice President of India. Sponsored 'Hero Honda NKP Salve Challenger Trophy'. Sponsored 'Stardust Hero Honda Millennium Honours Award'. Appointed Sourav Ganguly & Hrithik Roshan as Brand Ambassadors. Environment Management System of Gurgaon Plant certified ISO-14001 by DNV Holland. 4,000,000th motorcycle produced. Splendor declared World No. 1 - largest selling single two-wheeler model. Sir Jehangir Ghandy Medal for Industrial Peace conferred upon the Chairman, Mr. Brijmohan Lall by XLRI, Jamshedpur
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1999

2000

2001

50,00,000th Bike produced Bike Maker of the Year by Overdrive Magazine. Winner of the Review 200 - Asia's Leading Companies Award (9th Rank amongst top 10 Inidan Companies) Passion model introduced. Entrepreneur of the Year Award conferred upon the Chairman, Mr Brijmohan Lall by Ernst & Young. Sponsored 'India-England Test Series'. Sponsored 'First Indian Television Academy Award'. Dawn & Ambition model introduced.Winner of the Review 200 - Asia's Leading Companies Award (4th Rank amongst top 10 Indian Companies). Sponsored 'India-England Women's Cricket Series'. Sponsored 'Hero Honda Masters Golf Championship'. Company of the Year for Corporate Excellence by the Economic Times. Appointed Virender Sehwag, Mohammad Kaif, Yuvraj Singh, Harbhajan Singh and Zaheer Khan as Brand Ambassadors. Business Leadership Award conferred upon the Chairman, Mr. Brijmohan Lall by Madras Management Association Mr. Pawan Munjal, Managing Director of Hero Honda Motors Ltd. Appointed as the Chairman of Asian PGA Tour Board of Directors Winner of the Review 200 - Asia's Leading Companies Award (3rd Rank amongst the top 10 Indian Companies). Most Respected Company in Automobile Sector by Business World. Bike Maker of the Year by Overdrive Magazine
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2002

2003

SALES OF THE COMPANY

YEARS 1985-86 1989-90 1998-99 1999-00 2000-01 2001-02 2002-03 SALES 43,000 units 96,200 units 5,30,600 units 7,61,210 units 10,29,555 units 14,25,195 units 16,77,537 units

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INDEX
Sr. No. 1 2 3 4 5 6 Introduction Scope of marketing research Process of marketing research Information sources Primary data collection Data collection tool (questionnaire) Particular Page No. 21 22 24 25 27 30

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INTRODUCTION
For any organization the internal analysis and the external analysis is very much important for survival and growth in market. The internal analysis consists of work environment, labor force, productivity, source of finance, etc. which can be analyzed through past records available in organization. But apart from internal analysis, the analyses from market environment are very much important. But such analysis of market is not an easy task. It requires a lot of hard work and it is also a time consuming process. But still to survive in the market, every organization has to go through such research process. According to Philip Kotler, Marketing research is a systematic problem analyses, model building and fact finding for the purpose of improved decision making and control. Marketing research is a systematic gathering, recording, and analyzing the data about marketing problems to facilitate decision making by Cundiff & Still. According to American marketing association, the gathering, recording, and analyses of all facts about problems related to sales of goods & services and their transfer from producer to customer.

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SCOPE OF MARKETING RESEARCH

The scope of marketing research is very wide and it is expanding day to day. The three terms have been used widely to define the same meaning. They are market research, market analysis and marketing research. But in reality marketing research is having a wider scope that the other two. It includes various types of research and analysis. 1. Market Analysis It is mainly concern with the study of size, location, nature, and characteristics of particular market. 2. Sales Analysis It is greatly an analysis of sales volume, sales technique and sales policies. 3. Customer Research It is mainly concern with the discovery and analysis of consumer attitudes, reaction, there believes, preferences, likes and dislikes, motivation, effect of socialism on buying behavior and family.

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4 Advertising Research This is another scope of marketing research practiced by almost all the organization. It is carried out mainly to help the management of advertising. Evaluation of different media, advertising policies of competitors etc. comes under this scope of marketing research. But the main objective of advertising research is to find out the effectiveness and effects of advertisement on consumers. 5 Competitive Researches To survive in the market an organization should always know their major competitors and their strategies related to marketing. Such information if gathered through any research is called as competitive research. Another aspect of competitive research is to compare our products with the different competitors and highlight the positive features of our product.

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PROCESS OF MARKETING RESEARCH

The market research is an important element for any organization. Information regarding the nature, size, profitability of different markets, change in markets, various factors affecting the organization likes economical factors, social factors, qualitical factors etc can be studied through marketing research only. Along with that the future plans & policy, different decisions making are also done with the help of finding and recommendation of marketing research. The basic process, which is followed for marketing research, can be divided into different ten steps. They are as follows :1. Formation of Problems. 2. Research design & objectives. 3. Collection of data. 4. Determination of source of data. 5. Gathering of data. 6. Tabulation of data. 7. Analysis of data. 8. Interpretation of data. 9. Drawing conclusion. 10.Preparation of report & submission to top management.

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INFORMATION SOURCES
Broadly classifying there are two main sources of data i.e. internal sources and eternal sources. Internal sources of information are those, which are collected within the organization. They are easily available and accessible. Internal information was provided by organization through Mr. Ashokbhai Patel of this organization. He made me understand orally about the Hero Hondas marketing policies and in getting important information. He also guided me in preparing questionnaire. External sources of information are those, which are collected, form the market. Further data can be collected through primary and secondary sources. The data which are collected for the first time is called primary data are those which are collected and compiled by others and are available in published form.

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Primary Data Primary data are vital for any research project. A researcher has to base his research project on primary data to the extent to which it is allowed. Through primary data are costly to collect, they are to be used for greater reliabilities in data. As accuracy is highest in primary data, they are to the used extensively. Different types of methods can collect primary data. 1. Personal observation method 2. Personal survey method 3. Telephone survey method 4. Mail survey method Primary data was made available by personal survey method. The data was collected with the help of types and well-drafted question, which are designed keeping in view point of the study. Also the researcher i.e. 100 respondent took the fixed number of user & non-user survey. Secondary Data Sources of secondary data are given below: libraries, literature, periodicals, statistics, trade association, and public, state government and private sectors. Generally gathering secondary data are very easy.

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PRIMARY DATA COLLECTION

Population Population is an aggregate of elements or units from which information is to be collected. It refers to the whole mass of users & non-users of bike. In short any finite or infinite aggregation of all possible objects under study not necessarily animate is called a population. In my project report the scope is of Rajkot district only. Sample size While collecting the data the whole population of a specified area if area is too wide. Sample representing the whole. Population may be chosen and used for analysis. This is because entire population cannot be covered. A small representative group is drowned which is called a sample. In my project report sample size is of 100 users and non-users of two wheelers.

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Sampling procedure A. Defining population Sampling process begins with precise definition of population from which the sample units are to be drawn. Population is an aggregate of elements about which the information is collected. Population defines spell out the sources from which the data are collected. Ti is relatively easy to define population only one required to ask question to identify population members. B. Establish population frame A population frame implies the upper limit or boundaries for population selection. The geographical base is widely selected as population frame. A frame means listing of all members of the relevant population. For my project, population frame was decided as the areas covered under geographical boundary of Rajkot & Morbi only.

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C. Choosing sampling method For my study of advertisement effective of splendor plus, I have selected the judgment sampling of nonprobability sample. This is because looking to a very big size of the respondent response towards advertisement of splendor plus is not possible to get accurate sampling frame. Thus in this project non-probability convenience sampling from is used for planning. D. Determining sample size In this study sample size is of 100 watchers or non watchers of advertisement from Morbi & Rajkot.

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DATA COLLECTION TOOL (QUESTIONNAIRE)

Introduction The tool for colleting DATA. Marketing research is a tool for cutting down managerial risk taking by providing by useful information in decision-making. Questionnaire is a device or tool of the marketing research to collect information. It is a technique of communication with the respondent. Definition It may simple be define as a formal list of questions designed to gather information from respondents on a given topic. Types of information sought Questionnaires are used to secure all types of information viz: A. Purchase intentions. B. Past and present behaviors. C. Level of knowledge. D. Attitudes. E. Motives. F. Opinions and also about. G. The socio-economic characteristics of the respondents.

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The questionnaire is very important documents which required specialized training and utmost care in its drafting. In fact it is, the heart of all research operations. If it is not well drafted, the entire research may prove to be an exercise in futility. A well-drafted questionnaire brings. A. Success to the interview and the interviews. B. Overcomes resistance from the respondents. C. Keeps alive the interest of the interviewer and the interviewee facilities data processing and analyzing. Characteristics of a good questionnaire. The drafting of a perfect questionnaire is an art. The requirements of a good questionnaire are: 1. Completeness 2. Conciseness 3. Clarity 4. Careful construction 5. Ensures co-operation and good response rate Once a decision on design & the respondent are taken the researcher has to specify the data to be collected for a research project. Data collection should save time energy and cost. It should also be such that it maximizes factual information. For my research work I have selected, Questionnaire, as the data collection tool. There are about 23 questions in the questionnaire. The questionnaire is attached at the end of the project.

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INDEX
Sr. No. 1 2 3 4 Particular Introduction Features of advertising Objectives of advertisement Types of advertising medias Page No. 33 35 37 40

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INTRODUCTION
Advertising is one of the very important tools. It is nothing but a paid form of non-personal presentation or promotion of ideas or goods or services by an identify sponsor. It communicates about the product and the services provided to the customer and also about the firm, which manufactures the product. Advertisement has well defined differently by different experts. Few of them of are follows. Advertising is any form of non-personal presentation of ideas, goods, and services for the purpose of forcing the consumer to purchase. - Weeler Advertising is a paid form of non-personal presentation of ideas, goods, and services by manufacturer or any of the channel members. - Richard Buskee. The above definition clearly reveals the nature of advertisement. In other terms advertise means spreading of informations. Three points can be making easy to remember what advertisement is. 1. Paid form 2. Non personal presentation of goods, ideas, & services 3. Having an identify sponsor.

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In India, advertising is a recognize mean of sales promotion but it was accepted very latterly in Indian business world. The delay was obvious because of late industrialization in the country. But today India has also emerged into an industrial country, which is quite evident from the nature.

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FEATURES OF ADVERTISING
The main features that follow from the definitions are as follows. 1. Non-personal Salesmanship Though advertising is an art of selling goods, it is impersonal. The consumers through the various media of advertising are informed and are motivated to buy. 2. Handwritten Printed or Oral The message about a commodity or service may be handwritten, printed oral or pictorial. 3. Ancient art Advertising is a highly developed tool at present, thanks to the growth of printing, newspaper, magazine radio and television. It must not be forgotten that advertising activity is as sold as the exchange of exchange and trade. In the old days, people were motivated to assemble in one place through shouts and drums beating etc. a message were conveyed to them about goods to be sold.

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4. Activity Addressed to a Mass of People. Advertising is not an activity concerning a single individual, instead, it is and activity through which information and message is common skated to a large number of persons collectively so that a group impact mars be created in favor of goods and services. 5. Objective of Sales Promotions The objective of advertising is not only to give message on information of a product but it aims at inducing the people to purchase it. The main objective of advertising is to remove the misunderstanding about the products and to increase the sales, market widens and profitability of business improves. 6. Uses of Various Media The old and new media are both used in the current advertising activities. The examples are newspaper, circulars, posters, writing on the wall, magazines, vehicles, boards, sample, gifts, cinema sides, electrics signer, radio and television etc.

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OBJECTIVES OF ADVERTISEMENT
PREPARING A GROUND FOR NEW PRODUCT Advertisement may be used to introduce a new product in he market. The new product needs introduction to the mass in the initial stage. So advertisement creates awareness about the new product among the customers.
1.

2. CREATION OF DEMAND Another main objective of advertisement is to create a favorable climate for maintaining or improving sales mainly in the growth and maturity stage of product life cycle. Customers are to be commonly remained about the product and the brand name. 3. FACING THE COMPITITION Another objective of the advertisement is to face the competition. In other words advertising in modern days has undertaken not only to remain but also to maintain the position of product and brand in the competitive market. Advertisement helps to build up the brand image and brand loyalty among customers. TO INFORM CONSUMERS ABOUT THE CHANGES The advertisements are mainly made for informing the customers. A part from a new product and remaining of old product, advertisement also gives 4.

37

The information about the changes made in the old product. Such changes may be price, size, quality, weight, packing, special offers etc. 5. BARRING NEW ENTRANCES From the advertisement point of view a strong image through long advertising helps to keep new entrances away from the market. They believe that advertisement built up a certain monopoly for the product, which becomes barrier for the competitors mew products. 6. SUPPORT SALESMANS EFFORTS Sales man deals directly with customers and advertising renders great help me to them. When customers come to know of the characteristic, quality, uses and various brands of a product through advertisement, they ask for it from the salesman, without much inquiry about it. To that extent, much time & energy of the salesman arte saved, advertising helps salesman in securing increase in sales buy acquainting more people in a short length of time with the merits of a product. 7. MAINTAIN DEMAND The objects of advertising are not only to create demand for a product, but also to maintain it at the current level. If efforts are not made to maintain it, it is possible that it will decline in face of competition from the rivals. It is for this reason that established companies continue advertising their product in spite of very high level of their demand.

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8. TO ENHANCE PRESTIGE One of the objects of advertising is to enhance prestige of the product, its manufacturers and dealer as well. The fact is that repeated advertisements succeed in strengthening customers confidence in products. For instance, constant advertising of products likes Philips Radio, Cadburys Chocolates, Parle Gluco Biscuits etc., add to their credibility and raise the prestige of their manufactures. ESTABLISH CORDIAL RELATIONS BETWEEN BUYERS AND RETAILERS Generally, manufacturers give information in their advertisements about the names and addresses of local dealers who stock and sell their products. When customers impressed by advertisements, contact these dealers with a desire to purchase the advertisements, products, they hardly ask for further details about these products. Such positive attitude on the side of both the parties establishes and develops a friendly relation between them. 9.

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TYPES OF ADVERTISING MEDIAS

A. PRESS MEDIA Newspaper Books Magazine B. EXTERNAL MEDIA Posters Wall writing & painting Nion signs Vehicle cards Sandwich man Kiosk Skywriting Land writing Lesser writing Models & Sign Boards Advertising Vehicles C. DIRECT MEDIA Letters Circulars Vouchers & letter pads Folders Catalogues Broushers Models, gifts, & samples
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 Dealers aid

41

D.AUDIO VISUAL MEDIA Cinema Radio Television Exhibition Showcase Trade fair Window display Show room Other Medias

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OBJECTIVE OF STUDY
1) The basic objective of study is to find the advertisement effectiveness of the model of Hero Honda i.e. Splendor Plus 2) To know at which time of day advertise is more effective. 3) To know in which channel of T.V. is advertise more effective. 4) To know the suggestions of users and non-users for making advertise more effective. 5) To know the drawbacks of advertise if any to take corrective measures. 6) To know about the rank of Hero Hondas advertising policy. 7) To know the media & area where advertisement is more effective. 8) To know about the expectations of consumers about changes in advertise of Splendor Plus.

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OVERVIEW OF SPLENDOR PLUS

,

Engine Displacement Transmission Ignition Head light Frame Suspension (front) Suspension (rear) Wheelbase Ground clearance Kerb weight Tyre (front) Tyre (rear)

4-strole, single cylinder lair-cooled, OHC 97.2cc 4-speed constant mesh Electronic 12V 35/35W multi reflector with halogen Lamp Tubular double cradle type Telescopic hydraulic fork Hydraulic spring loaded type with both Side action 1230 mm 159 mm 109 kegs 2.75 * 18-4PR 2.75 * 18-6PR

Type of brake (front) Drum type (130 mm diameter) Optional Disc type (240 mm diameter)

Type of brake (rear) Drum type (110 mm diameter) Max power Max speed Fuel tank capacity 7.5PS 8000rpm / 5.5KW 8000rpm 85 kmph 10.5 liters (reserve 1.4 liters)
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The worlds best-selling motorcycle just got better. The Splendor Plus, a bike that will stop you right in your tracks. Both by its looks and performance. Needless to add, owning a Splendor means a lot of other things too. Like getting admiring looks. Or the pride of riding a motorcycle that meets the pollution control standards of this decade. Thats the Splendor. The new face of trust.

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ANALYSIS AND INTERPRETATION

Q. 1 what is your educational qualification? 1. Under graduate 2. Graduate 3. Post Graduate

1 60%

2 25%

3 15%

INTERPRETATION: From the sample size of 100, 60% if the people are Under Graduate, 25% of the people are Graduate & 15% of the people are Post Graduate. This shows the literacy ratio of our country. Most of the people in village area are illiterate.

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Q. 2 1. 2. 3. 4.

What is your occupation ? Business Service Profession Student

2 40%

3 8%

1 16%

4 36%

INTERPRETATION: ` From the sample size of 100, 16% of the people are having their own business, 40% of the people are doing service, 8% of the people are professionals & 36% of the people are studying.

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Q. 3 1. 2.

Do you have any two wheeler ? Yes No

1 90%

2 10%

INTERPRETATION: The above chart shows that 90% of the people are having two wheelers while only 10% comes in the category of not having two wheeler.

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Q.4 1. 2. 3. 4.

If yes, of which company ? Hero Honda Bajaj TVS Other

3 15%

4 9%

1 50% 2 26%

INTERPRETATION: From the above chart it is clear that 50% of people are using motorcycle of Hero Honda, 26% are using Bajaj, 15% of them are using TVS and 9% of them are using other motorcycle such as Kinetic, Yamaha, etc.

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Q.5

If Hero Honda, which bike do you have ? 1. Splendor Plus 2. CD Down 3. Passion Plus 4. CBZ 5. Other
4 8% 5 8% 1 48% 3 26% 2 10%

INTERPRETATION: The above chart displays the information about the number of users of different bikes of hero Honda. In chart we can see that 48% of people are preferring Splendor or Splendor+, 10% preferring CD Dawn, 26% preferring Passion or Passion+, 8% preferring CBZ and other 8% which includes bike like CD 100, street, Ambition & Karizma. This shows that the advertisement of the Splendor plus is more effective and so also the model.
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Q.6 1. 2.

Do you have interest in watching advertisements ? Yes No

1 95%

2 5%

INTERPRETATION: From the 100 samples surveyed, 95% of the people watch the advertisements, which is a good sign to concentrate more on advertising, which is one of the major sales promotion tools to create the awareness as well as to increase the sales. While only 5% of them are not interested in watching the advertisements.

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Q.7

Are you aware of the latest model of Hero Honda i.e. Splendor Plus ? 1. Yes 2. No

1 95%

2 5%

INTERPRETATION: Again 95% of the people are well aware about the latest model of Hero Honda i.e. Splendor plus while only 5% of the people are not aware about it. So Hero Honda should make efforts to create 100% awareness of Splendor plus.

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Q.8 1. 2. 3. 4. 5. 6. 7.

If yes, from where have you heard about it ? Friends News Paper Relatives Magazines Television Hoarding Demonstration

3 5%

4 10%

5 34%

2 10% 1 18% 7 12%

6 11%

INTERPRETATION: As Television is the most effective medium of advertising, we can see that the major part of the samples surveyed i.e. 34% have seen the advertisement of Splendor plus on Television, 18% have heard about it from their friends, 12% have seen the demonstration while 11% have seen the hoarding of Splendor plus. Both of the press advertising i.e. News Paper & Magazines shares equal ratio of 10% & relatives cover the 5% only of the samples surveyed.
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Q.9

During which time would you prefer to see the advertisement of Splendor plus ? 1. Morning 2. Evening 3. Afternoon 4. Night

3 12% 2 38%

4 44% 1 6%

INTERPRETATION: Time is as important factor to be considered at the time of deciding any advertisement plan. So out of the total samples surveyed, majority of the people i.e. 44% prefer to see the advertisement of Splendor plus during night while 38% want to see the advertisement in the afternoon & evening & morning follows by 12% & 6% respectively.
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Q.10 1. 2. 3. 4. 5. 6.

In which channel would you like to see the advertisement of Splendor plus ? Star plus Sony ZEE Star Sports ESPN Other
3 13%

2 20%

4 11% 5 9%

1 40%

6 7%

INTERPRETATION: From the above chart we can get idea about the channel in which the consumer would like to see the advertise of Splendor plus. 40% of people would like to see the advertise in Star plus, 20% in Sony, 13% in ZEE, 11% in Star Sports, 9% in ESPN and 7% in other channels.

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Q.11 Which cricketer of India would you prefer to see as a brand ambassador of Splendor plus ? 1. 2. 3. 4. 5. Sourav Sachin Sehwag Dravid Yuvraj
3 17% 2 22% 4 16%

1 30%

5 15%

INTERPRETATION: Today cricket has been hot favorite game of not only India but also the whole world. So cricketer of India plays an important role in developing image of the product. From the above chart we can know about the present rank of the cricketer who can be used as a brand ambassador of the splendor plus. Sachin holds the 1st rank by 30%, Sehwag holds the 2nd position by 22%, Yuvraj holds the 3rd rank by 17%, Sourav holds the 4th rank by 16% and Dravid holds the 5th position at 15%.
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Q.12 Which film star would you prefer to see in the advertisement of Splendor Plus ? 1. 2. 3. 4. Shahrukh Khan Hrithik Roshan John Abraham Salaman Khan

2 28%

3 51%

1 13%

4 8%

INTERPRETATION: As we can see in the above diagram that most of the people i.e. 51% would like to see John Abraham in the advertisement of Splendor plus, while 28% prefer to see Hrithik Roshan & 13% of them want to see Shahrukh Khan & only 8% would like to see Salaman Khan in the advertisement of Splendor plus.

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Q.13 plus ? 1. 2.

Have you ever seen the Hoardings of Splendor Yes No

2 31%

1 69%

INTERPRETATION: The above chart makes it clear that 69% of the people have seen the Hoardings of Splendor plus while 31% of the people have not seen the Hoardings of Splendor plus. So Hero Honda should increase the number of Hoardings to increase the awareness among the people.

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Q.14 1. 2.

If Yes, Do you like it ? Yes No

2 14%

1 86%

INTERPRETATION: Out of the 100 samples surveyed, 86% of the people like the Hoardings of Splendor plus while 14% does not like it. So Hero Honda will have to make necessary changes in the Hoarding by considering the preferences of the people.

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Q.15 1. 2. 3. 4. 5.

If No, What do you not like in it ? Color Headline Picture Slogan Size

3 50% 4 20%

2 3%

1 5%

5 22%

INTERPRETATION: The above chart shows that out of the total samples surveyed 67% of the people does not like the picture of the Hoarding of the Splendor plus whole 22% does not lie the size & slogan follows by 11%.

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Q. 16 Have you ever seen advertisement of splendor plus in any news paper or magazine ? 1. 2. Yes No

2 16%

1 84%

INTERPRETATION : It is clear from the above diagram that 84 % of the people have seen the advertisement of Splendor plus in Newspaper or Magazine while only 16 % have not seen the advertisement in any News Paper or Magazine.

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Q.17 1. 2.

If Yes, Do you like it ? Yes No

2 16%

1 84%

INTERPRETATION : Out of the total samples surveyed, 84% of the people like the advertisement of Splendor plus of Newspaper or Magazine while 16% of them do not like it.

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Q.18 1. 2. 3. 4. 5.

If No, What do you not like in it ? Color Headline Picture Slogan Size

2 8%

3 48%

1 38%

4 5 2% 4%

INTERPRETATION: Out of the total samples surveyed 54% of the people do not like the picture of the advertisement while 38% does not like the color and headline follows by 8%.

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Q.19 1. 2. 3. 4. 5.

Is advertising policy of Hero Honda No. 1 ? Strongly Agree Agree Neither Agree Nor Disagree Disagree Strongly Disagree

2 49%

3 19% 1 25% 5 1% 4 6%

INTERPRETATION: Out of the total samples surveyed, majority of the people i.e. 49% agree that advertising policy of Hero Honda is No. 1. 25% people extremely agree t this while 19% of them are neither agree nor disagree about being the advertising policy of Hero Honda No. 1 & 6% of them are totally disagree about this while only 1% are strongly disagree & do not believe that advertising policy of Hero Honda is No. 1.
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Q.20 What should be the class of consumers to whom the appeal of the Splendor plus should be made ? 1. 2. 3. Lower Class Middle Class Upper Class

2 73%

1 7%

3 20%

INTERPRETATION: The above chart makes it clear that out of the total samples surveyed, 73% of the people say that advertisement of the Splendor plus would be more effective if the appeal is make to the Middle Class people. While 20% believe that appeal should be make to the Upper Class people & Lower Class follows by just 7%.

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SUGGESTIONS
The company should arrange the road shows in metro cities. The company should put electronic hoardings of Splendor plus at national Highway & at the central point of the town. The company should give advertisement of Splendor plus in all the advertising medias. The company should show good qualities of Splendor plus in comparison of the other bikes. The company should mention the after sales services provided by them in the advertisement of Splendor plus. They should make the advertisement by using one of the best pairs of the bollywood. They should show in their advertisement that Splendor plus is affordable for middle class people. They should display the hoardings of Splendor plus at the petrol pumps, bus stations, railway station etc. They should give the advertisement of Splendor plus during live cricket match. They should display the per month sale of Splendor plus in the advertisement. It is shown in the advertisement of Splendor plus that it gives more mileage with less cost in comparison of the other bikes. They can also display the public reviews about the Splendor plus in the advertisement.

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HERO HONDA AT ITS BEST (ACHIEVEMENT)

AWARDS AND ACCOLADES Awards and Recognitions to Hero Honda Motors Limited 2003 Bike Maker of the Year by Overdrive Magazine Most Respected Company in Automobile Sector by Business World Winner of the Review 200 - Asia's Leading Companies Award (3rd Rank amongst the top 10 Indian Companies) 2002 Bike Maker of the Year by Overdrive Magazine Winner of the Review 200 - Asia's Leading Companies Award (4th Rank amongst top 10 Indian Companies) Entrepreneur of the Year Award by Business Standard. Company of the Year for Corporate Excellence by the Economic Times Giants International Award to the Chairman, Mr. Brijmohan Lall in the field of Business & Industry. Business Leadership Award conferred upon the Chairman, Mr. Brijmohan Lall by Madras Management Association.

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2001

Entrepreneur of the Year Award conferred upon the Chairman, Mr Brijmohan Lall by Ernst & Young Winner of three Leave Award for showing Corporate Environment Responsibility in the Automobile Sector by Center for Science and Environment. Winner of the Review 200 - Asia's Leading Companies Award (9th Rank amongst top 10 Indian Companies) Bike Maker of the Year by Overdrive Magazine Sir Jehangir Ghandy Medal for Industrial Peace conferred upon the Chairman, Mr. Brijmohan Lall by XLRI, Jamshedpur National Productivity Award For the Best Productivity Award in the category of Automobile and Tractor presented by Vice President of India. Business Leader of the year by Business Baron Distinguished Entrepreneurship Award by PHD Chamber of commerce and industry. The Analyst Award 1995 presented to Hero Honda Motors Limited on being ranked 9th Amongst the most investor rewarding Companies in India National Award for Outstanding contribution to The Development of Indian Small Scale Industry (NSIC Award - Presented by President of India)
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2000 1999

1998 1997 1995

1994 1992 1991

Businessman of the Year award by Business India Honorary Membership Indian Institute of Industrial Engineering. Economic Times-Harvard Business School Award for Excellent Governance to Hero Honda Motors Ltd.

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LIMITATION OF STUDY
Only one questionnaire was prepared for all the segments, which made some questions irrelevant for some segments. Many aspects of the study were purposefully ignored, as the period of the study was very limited. The market is geographically very vast and was difficult to cover within the limited time and funds. Getting responses from the illiterate was difficult. Non co-operation by some people proved to be an obstacle for data collection. As officials of the company were busy there was lack of time on their part to assist in the study. The responses of the bias respondents could affect the findings. There is a chance of error due to sampling procedure undertaken.

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SWOT ANALYSIS OF HERO HONDA PVT.LTD.

The SWOT analysis calls for Strength, Weakness, Opportunities, and Threats in relation to a business. STRENGTHS Brand & Image in the Indian Market Strong product line with a variety of products. Worlds no.1 selling two wheelers.

WEAKNESS

Its image in Indian market of producing low averaged motorcycles, suiting only a certain class of people. But today it is being changing. OPPORTUNITIES

To cover more market share with the help of the present product line. THREATS

Surrounding environment like competitors, government laws etc. Technological advances in the field. Threats of substitutes, like the introduction of motorcycles running on batteries.
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CONCLUSION
Today advertising plays an important role in the sales of any company. Most of the company used to give advertisement through different types of medias. Largescale industries used to give advertise in newspaper and business magazine. For large-scale industries each and every media is important. So, for worlds largest selling motorcycle also advertisement is not only useful but also necessary. So here I have tried my level best to collect information about advertisement effectiveness of Splendor Plus. From my market research I can conclude that the advertisement policy of Hero Honda is no.1 Majority of the people are aware about the splendor plus model. But still some of the people are not aware about it. So by using different medias company should try to make 100% people aware about the each and every model. For that much suggestion has been provided above under the head suggestion. In this way company can increase it sales more and more in near by future.

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BIBLIOGRAPHY
Marketing Management Advertising Management www.herohonda.com - Philip Kotler - Philip Kotler

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