A SUMMER TRAINING PROJECT REPORT ON

Summer Training Project Submitted in the partial fulfillment of the requirement for the award of the Degree of Bachelor of Business Administration
UNDER GUIDANCE OF: SUBMITTED BY:NITISH BHARDWAJ BBA

BHARATI VIDYAPEETH UNIVERSITY, SCHOOL OF DISTANCE EDUCATION, ACADEMIC STUDY CENTER: BVIMR, NEW DELHI

2007-2010

CHAPTER 1 INTRODUCTION

1.1 OVERVIEW OF INDUSTRY Throughout the centuries man has striven to expand his capabilities through the use of machine. His ever inventive mind has constantly devised ways to use tool to increase his abilities to explore the world around him. To go faster, deeper, higher and further than before. Coupled with his need to find new thrills, new adventures and new modes of transportation, the invention refinement of the motorcycle seems an inevitable out come. It would seem that Michelangelo conceived of the bicycle as early 14th century. And his drawing shows a remarkable resemblance to he modern day bike. It had wheels of similar size and even pedals and chain. Albeit without any apparent means of steering. Through never built, it was a remarkably clever design, and early bicycle makers would have done well to study his concepts, there have, in fact been 4 machines built based on his drawing, attesting to the viability of his design. It wasnt until 1869 that the first serious attempts were made to produce motor driven bicycles. These very first were powered by steam, and driven by leather belts or as in the case of the roper steam velocipede of 1869 by a system of levers attached to a crank on the driven wheel. In 1885 the Daimler, Europe this is consider by many as the first true motorcycle or motor bicycle, as it was the first to employ an internal combustion engine and was designed from the ground up to be motor powered. Designed by gottlibe Daimler it was powered by an Otto cycle engine producing about horse powers. Note this design again employed wooden wheels and Daimler dropped the twist grip controls from his 1877 design in favor of leavers on the frame. In 1894 Hildebrand and Wolfmuller, France Worlds first production motorcycle It came with a 1428 cc water cooled four-stroke motor producing 2.5 bhp. And speed of 25 mph. In 1898 orient-Aster, USA the American made production motorcycle was this entry built by the Metz Company, in Waltham, mass, it used an aster engine that was a French copy of the Metz Company, in Waltham, mass.

1.2PROFILE OF ORGANISATION
With the motorcycle market expected to grow at around 20 per cent in 2003-2004 as compared to the growth of 16-17 per cent which the industry averaged during the past five years, manufacturers are pulling out all stops to address the top end segments of the industry. The fight to dominate the premium motorcycle segment has reached epic proportions between Pune based Bajaj Auto Limited and Delhi based Hero Honda Limited. The reason is obvious; the market penetration of motorcycles is very low in India as compared to scooters. But growing urbanization and rising ease of ownership and a highincome group has seen more and more young people purchasing high-end motorcycles. With the entry and economy level segments reaching saturation point, manufacturers are now targeting the high-end segment - the executive and premium segment. In 2002-2003, of the 3,03,792 motorcycles, nearly 55 per cent of all motorcycles sold were in the executive segment and Hero Honda continued to dominate this segment with a market share of nearly 64 per cent. So it is not surprising that Hero Honda has taken the lead with the launch of their 223 cc motorcycle Karizma priced at Rs 79,000. According to Brij Mohan Lal, chairman Hero Honda, Talks are on with joint venture partner Honda Motors of Japan for the next generation engines and we are also planning some more powerful bikes and are investing Rs 100 crore in this project. Bajaj Auto has discovered the goldmine in the executive segment, through the success of its executive category the Pulsar which within a short span of time, has achieved sales of around 15,000 units per month. Realizing the potential in this segment, Bajaj Auto is planning a global motorcycle in collaboration with Kawasaki of Japan. According to Rajiv Bajaj, joint managing director Bajaj Auto, The purpose behind this bike is to use as many components as possible that could be easily available everywhere by virtue of it being a world bike.

 While pricing is still to be determined the 125 cc global bike is all set to launch in July." According to Bajaj, The 125cc world bike is expected to give company to Caliber-115 in the executive segment and this will be further supplemented by another bike to be introduced in the last quarter of the current fiscal. But with the first lap gone to Hero Honda, will Bajaj take pole position remains to be seen.

1.3PROBLEM OF ORGANISATION Joint Venture Problems

Honda Motor Company Ltd. announced it was setting up a subsidiary (HMSI)

The development of the CD-100 motorcycle was only successful for a very short period of time Honda held complete responsibility for the Research & Development department for Hero Honda Honda negotiated new ventures and partnerships with other Indian manufacturers in the automobile and power equipment industry, leaving Hero completely out

External Problems
The Indian government starting allowing foreign companies to enter the Indian markets through joint ventures The Indian marketplace was gaining more entrants causing rivalry in the industry to rise Competitors such as TVS-Suzuki, Yamaha from Japan and Bajaj Auto began to introduce newer product lines

1.4COMPETITION INFORMATION
Competitor of Activa, Aviator and Dio

Different Dealers in Ahmedabad 1. Bikes auto (Hero Honda pleasure) 2. Adishwar (TVS) 3. Manan Bajaj (Bajaj Auto) 4. Suzuki Hero Honda Pleasure

Hero Honda Pleasure (102 cc) The Hero Honda Pleasure has made its name in the scooterette's market, being fitted with features meant specifically for the modern woman. New bikes in this series have a showroom price ranging from around Rs. 36,700 to around Rs. 41,700 inclusive of all charges like insurance, octroi, RTO, etc. Hero Honda CD-Deluxe prices vary with the two-wheeler dealer's location. Currently, Delhi has the lowest, and Mumbai the highest on-road prices for Hero Honda Pleasure. Hero Honda Pleasure scooter prices vary upon the two-wheeler dealer's location.

TVS Scooterette TVS Scooty

TVS Scooty Pep+ (87.8 cc) The quintessential queen of her segment, the spirited, sporty TVS Scooty Pep Plus is light in weight, and has other amazing features like auto choke, power economy mode, mobile charger socket, and many other features. No wonder, the count of females fans keeps growing.TVS Scooty Pep+ (87.8 cc) is now available at a showroom price of around Rs. 35,200 with an on road price of around Rs. 40,300 at Ahmedabad, including accompanying charges. It is reported, the bike is available for lower prices in the capital city of Delhi, while in Chennai prices are quite high. Pep's prices vary upon the two-wheeler dealer's location.

Bajaj Scooter In order to cover other segments than motorcycles in the two-wheeler market, Bajaj has launched the Bajaj Kristal DTSi, an extremely fuel-economic scooter priced at around Rs. 40,000. Bajaj Kristal

Kristal DTSi (95 cc) The Bajaj Scooterette model Bajaj Kristal DTSi comes with Digital Twin Spark Ignition (DTS-i) technology and ExhausTEC technology. Bajaj Kristal DTS-i is targeted at college going girls who want good speed, comfort and fuel economy, helping them save their pocket money. At the showroom, this bike costs around Rs. 35,200 with an on-road price of around Rs. 40,000 at Ahmedabad. This includes standard ancillary charges also. Currently, Delhi has the lowest, and Bangalore the highest on-road prices for Bajaj Kristal DTSi. Bajaj Kristal DTSi scooter prices vary upon the two-wheeler dealer's location.

Suzuki Scooters Suzuki Access

Access (124 cc) A stablemate of Heat and Zeus, Access is supposedly the third product from Suzuki India. The 125cc Variomatic scooter has a four-stroke engine with automatic transmission and a rust free body. The Access (124cc) is now available at a showroom price of around Rs. 39,800 with an on road price of around Rs. 43,800 at Ahmedabad, including accompanying charges. One can go for Access (124cc) a cheaper price in Delhi than in Bangalore where it is priced the highest. Access scooter prices vary upon the two-wheeler dealer's location.

Competitor of Innovative Honda for same product 1. Universal Honda 2. Punjab Honda 3. Apex Honda Universal honda is one of the old and well known in ahmedabad. These competitor also have different branches at different places as well they are also providing different services. They also providing 4sdealership concept. 1st S for SALES Beautifully Designed Showroom meeting Honda Worldwide Standars. 2nd S for SERVICE Fully Equipped Workshop with Latest Pnuematic Tools. All Technicians Trained by Honda. 3rd S for SPARES All Spare Parts & Accessories readily Available 4th S for SAFTEY RIDING Safety Advice Given to the Customers at the time of delivery As well all these dealers providing finance facility from the show room only. And they believe in providing all facilities to their customers at one stop. So for finance requirement, they have tied up with three major finance companies -ICICI AND HDFC BANK, to provide the cheapest finance schemes. Moreover, we have also custom made schemes for HONDA PRODUCTS.

1.5 SWOT ANALYSIS

Strengths
Ability to understand customers needs and wants Recognized and established brand name Effective advertising capability

Weaknesses
R&D is not close to the Hero manufacturing plant Hero is vulnerable in the joint venture because Honda Motor Company has so much power

Opportunities
Global expansion into the Caribbean and Central America Expansion of target market (include women) Become Indias leader in the scooter market

Threats
Honda Motorcycles and Scooters India can take away market share and cause joint venture to go sour Bajaj Motors is a strong competitor

1.6VISION
We are committed to supply Indian Market with superior performance clutches at rational prices through consolidated production system, conscientious quality Control and continuous improvement of process efficiency.

1.7MISSION
Hero Hondas mission is to strive for synergy between technology, systems and human resources, to produce products and services that meet the quality, performance and price aspirations of its customers. At the same time maintain the highest standards of ethics and social responsibilities. This mission is what drives Hero Honda to new heights in excellence and helps the organization forge a unique and mutually beneficial relationship with all its stake holders.

CHAPTER 2 RESEARCH METHODLOGY

2.1 OBJECTIVE
To be aware of the existing Products of the company and to get a clear picture of prevalent automobile industry. To know the strategy to be followed for marketing of two wheelers, and to convince and close sales for the company To distinguish the different products of the company so as to persuade the client with the most suitable vehicle for him. To understand the documentation process required to be kept in mind while closing the sale. To select a proper prospect for selling a vehicle to customers.

To understand the responsibility of a sales executive while working for the company.

To understand the functioning of other departments like finance department, Accounts etc. This will help me understanding the culture of automobile company / sector.

2.2 SCOPE OF STUDY

The main scope of the study is limited to Phagwara city. It also analysis the benefits accruing to the company as a result of those service. This study has been made to find the level of satisfaction the customer has regarding the service provider by bike place.

2.3 METHODOLGY
My company guide has recommended the team at Honda to do smart work rather than hard work. He has taught us to do work in the most effective way so as to achieve our goals. He even shared his own experience while working in this field, which has proved to be helpful to us. The strategies that I have adopted are from the experiences that were shared by sir and also by following his foot-steps which are proving to be helpful in tackling the customer. He has asked us to prepare database both for the natural market as well as for the cold calling, from which the tele-operator as well I would arrange a meeting with the authorized person of company. I have been asked by my sir to make calls to the prospective companies before personally meeting them. He has even suggested arranging an appointment with the companys authorized person which leads to time management. He has even recommended collecting the basic background about the company so that we can offer the best product which could fit best to their requirement. He has asked to maintain the database of all those corporate whom we have called and do follow-ups. He has asked us to collect all the documents while meeting with the manager and go with full confidence and knowledge on the related subject matter. Lastly, he taught us how to close a call. He suggested us to personally meet the manager after the documents reach the clients place, so as to brief them about the documents. In all, these are the main tips given by the company guide to survive in this sector, which works as the principles for me.

2.5 LIMITATION
1. Sample size taken is 70, which is very small for such type of research study and may not represent the whole picture of Delhi region. 2. Since the study was taken for two month, so there was a constraint of time, money and effort. 3. The biasness of consumer or response error cannot be eliminated. 4. Survey was done when India-Pakistan Friendship Series of cricket matches are going on. As Hero Honda is the official co-sponsor of the tournament, Hero Honda Company has shown lot of advertisement during that time. 5. No use of complex statistical tools like perceptual mapping in the project because of lack of knowledge of proper implementation of these complex statistical tools.

CHAPTER 3 CONCEPTUAL DISCUSSION

PRODUCTS

CBZ Ambition Splendor Splendor+ PASSION CD 100 CD 100SS CD DAWN Karizma

A bike that sets your pulse racing even when standing still. Once kicked to life and turned full throttle, it's a wonder bike that can take on the winds. And like you, it runs on passion. FEATURES Presenting the perfect blend of power, style and passion
Transient Power Fuel Control (TPFC) System: For quick acceleration, providing a sudden surge when required. A feature which is used in some of the most advanced cars. Tachometer and Trip meter: Tachometer displays the engine rotation speed. And a first time feature the Trip meter measures the distance traveled in a trip.

Dynamic Vibration Dampers: The dampers incorporated in the handlebar, ensure that your ride is smooth and easy. Air Injection System: Injects fresh air into the exhaust port, to meet the emission norms. Gear Box: Equipped with five gears and a 156cc engine that generates 12.5 bhp power. Enough to take it from 0 - 60kmph in just five seconds and touch the top speed of 100kmph. Unique Trapezoidal Headlight: Gives the CBZ a distinctly stylish look. Provided with 35 watts of power these headlights help give you a clear view of the road, even in the darkest of nights. Zero Crank Case Evaporative Emission: An advanced pollution control feature which is the first of its kind in India. Keeping alive the Hero Honda tradition of environment friendly bikes. Multi Lever Locking Seat : Provides storage space It also doubles as an anti theft mechanism for the CDI unit, RR unit and the battery, by allowing the side covers to be opened only after unlocking the seat. Adjustable Rear-Shock Absorbers: They have been provided for extra comfort, and can be easily adjusted into five positions. Hydraulic steady. Vibration Dampers: The hydraulic dampers have been

incorporated into the handlebars to ensure that your ride is smooth and

SPECIFICATIONS
CBZ Engine Displacement Clutch Type Clutch Primary Clutch Secondary Transmission Final Drive Ignition Starting Frame Suspension (Front ) Suspension (Rear ) Dimensions (L*W*H) Wheel Base Ground Clearance Kerb Weight Tyres:Front/Rear Max. Power Max.Speed Fuel Tank Capacity 4-stroke, single cylinder , air - cooled, OHC 156.8cc Manual Multi-plate wet 5-speed constant mesh Roller chain Electronic Kick starter Tubular single cradle Telescopic hydraulic fork Swing arm with hydraulic damper- 5-step adjustment 2100*755*1130mm 1335mm 160mm 138 kg 2.75*18-42P/100/90*18-56P 12.8 PS@8000 rpm 100 kmph 12.5 1tr(2.5 ltr reserve)

A bike that sets your pulse racing even when standing still. Once kicked to life and turned full throttle, it's a wonder bike that can take on the winds. And like you, it runs on passion. FEATURES

A motorcycle for upgrades from 100 cc who have the ambition to move upwards. Ambition is what we make of it. Ambition is our power within. Ambition is our power to move forward. Contemporary style Acceleration/ Power Adequate fuel efficiency.

SPECIFICATIONS Engine Displacement Maximum Power Maximum Speed Gears Frame Tyres: (Front) Tyres: (Rear) Headlight Fuel Efficiency 4 stroke 133 cc 11 BHP / 11.15 PS @ 8000 rpm 100 KMPH 5 Tubular single diamond type 2.75 X 18 3.00 X 18 Trapezoidal 35 / 35 W 55 KMPL

cradle,

Designed with your comfort in mind, with a contoured low slung seat, specially designed handle-bar and a strong double-cradled tubular frame. This bike epitomises riding pleasure. Truly, the limousine of Indian two wheelers.

FEATURES
Designed to Excel

The Hero Honda Splendor is an excellent example of the term. Designed with your comfort in mind, with a contoured low-slung seat, specially designed handle-bar and a strong double-cradled tubular frame. This bike epitomises riding pleasure. Truly, the limousine of Indian two Wheelers. The 4-stroke, 100 cc driving machine from Hero Honda. A bike that will stop you right in your tracks. Both by its look and performance. True to its Honda lineage. Consider its newly designed engine that gives you unprecedented fuel efficiency. While still delivering

a punchy 7.5 PS. Next, feel the ergonomics of it as you cruise along. A well-cushioned low-slung seat helps you rest and ride at the same time. Not to mention the suspension, that works so well that probably you'll never find out what happens between the tyres and that bumpy road. Needless to add, owning a Splendor means a lot of other things too. Like getting all the admiring looks. Or the pride you feel in riding a bike that meets the pollution control standards of the next decade, today. That's Splendor. A bike that will be called a turning point in motorcycling. So check it out. Tomorrow has arrived, in style! SPECIFICATIONS SPLENDOR Engine Displacement Clutch Type Clutch Primary Clutch Secondary Transmission Final Drive Ignition Starting Frame Suspension (Front ) Suspension (Rear) Dimensions( L*W*H) Wheel Base Ground Clearance Kerb Weight Tyres:Front/Rear Max. Power Max.Speed Fuel Tank Capacity 4-stroke, single cylinder , air - cooled, OHC 97.2cc Manual Multi-plate wet 4-speed constant mesh Roller chain Electronic Kick starter Tubular double cradle type Telescopic hydraulic fork Spring loaded hydraulic type with both side action 1970*720*1040mm 1230mm 159mm 109 kg 2.75"*18"-4PR/2.75"*18-"-6PR 7.5 PS@8000 rpm 85 kmph 10.51tr (1.4 1tr reserve)

The world's best-selling motorcycle just got better. The Splendor+, 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. That's the Splendor+. The new face of trust.

FEATURES

Designed to Excel

The world's best-selling motorcycle just got better. The Splendor+, a bike that will stop you right in your tracks. Both by its looks and performance. Consider its new, clear, bright multi-reflector head light, multi-reflector tail light and stylish graphics which give it, its contemporary looks. Next, feel the ergonomics of it as you cruise along. A well-cushioned low-slung seat helps you rest and ride at the same time. Not to mention, the suspension that works so well that you'll probably never find out what happens between the tyres and those bumpy roads. 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. That's the Splendor+. The new face of trust. Multi-reflector head light SPECIFICATIONS SPLENDOR+ Engine Displacement Transmission Ignition Head light Frame Suspension (front) Suspension (rear) Wheelbase Ground clearance Kerb weight Tyre (front) Tyre (rear) Type of brake (front) Optional Type of brake (rear) 4-stroke, single cylinder lair-cooled, OHC 97.2.cc 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 kgs 2.75*18-4 PR 2.75*18-6 PR Drum type (130 mm diameter) Disc type (240 mm diameter) Drum type (110mm diameter)

Max power Max speed Fuel tank capacity

7.5PS @ 8000 rpm / 5.5 KW @ 8000rpm 85 kmph 10.5 litres (reserve 1.4 litres)

9 New two-tone body colours PLUS Body colour rear view mirrors PLUS Aluminum die cast rear grip PLUS Heat protector on the muffler. All this and much more to make the biker and his bike stay married forever. FEATURES 9 New two-tone body colours PLUS Body colour rear view mirrors PLUS Aluminum die cast rear grip PLUS Heat protector on the muffler PLUS New dials on the instrument panel

PLUS Headlight with halogen lamp PLUS Multi-reflector winkers All this and much more to make the biker and his bike stay married forever. SAFETY: Position Lamp; Side Reflector; Wider Wheel Base CONVENIENCE: Large Storage Space with Locking Facility; Helmet Holder; Lockable Seat COMFORT: Adjustable Rear Cushion; Wide & Comfortable Seat; Broad Rear Tyre SPECIFICATIONS Engine Displacement Maximum Power Gear Box Clutch Max. Speed Frame Suspension (Front) Suspension (Rear) Tyre Size (Front) Tyre Size (Rear) Brakes (Front) 4-stroke, Single Cylinder, Air - Cooled OHC 97.2 cc 7.5 Ps at 8000 rpm 4 Speed Constant Mesh Multi-Plate Wet Type 85 Kmph. Tubular Double Cradle Telescopic Hydraulic Fork Swing Arm with 5 step adjustable hydraulic damper. 2.75 * 18- 4 PR /42 P 3.00*18-4/6 PR Internal Expanding Shoes Type

(130mm)/ Hydraulic Disc Type (Optional) Brakes (Rear) Internal Expanding Shoes Type (130 mm) Final Drive Roller Chain Battery 12 V-2.5 Ah Ignition Electronic CDI Starting Kick Starter Wheelbase 1235 mm Ground Clearance 160mm Length 1980 mm Width 720 mm Height 1060 mm Kerb Weight 116 kgs. Fuel Tank Capacity 12.8 litres (Reserve 1.1 litres) Head light Halogen Bulb 35 W / 35 W

The Original Fill it, Shut it, Forget it Bike

India's first 4-stroke bike is still India's foremost. on. Year after year. FEATURES And the reasons for its

popularity are apparent. Economy, reliability, and the capability to go on and

The 4-Stroke Engine : The CD100's 4-stroke engine is derived from Honda's tough Econo series range of engines, which have proved their mettle for the last 35 years. Worldwide.

Phenomenal Fuel Efficiency: A marvel of 4-stroke technology, ensuring complete combustion of fuel. Giving you an unbelievable average of 80 kms/litre. Economical & Easy to Maintain : Optimal oil utilization of 50 ml for every 1000 kms. And separate oil circulation in the engine, instead of it being burnt with petrol. Hence, no carbon deposits on piston rings, spark plug and silencer to worry about. Built For Strength and Endurance : The CD100 is the only Indian bike using a T-bone frame of high quality pressed tensile steel. Moreover, having less welded joints and fewer stress points, it emerges unrivalled in terms of strength, durability and safety. Smokeless Exhaust: CD100 is the only 100cc bike, which satisfies pollution limits and is well within the stipulated carbon monoxide emission levels. Nationwide Service Support : Backing the technological excellence of the CD 100 is an extensive and well-equipped sales and service network, well spread out across the country. Other Thoughtful Features : An improved, easy-to-read, illuminated speedometer. With a colour-marked 'Economy Zone' indicating cruising range. Pillion-step mounted on chassis frame for pillion rider's comfort. Double tube rear shock absorbers for better riding comfort. A range of exciting colours.

SPECIFICATIONS CD100 Engine Displacement Clutch Type 4-stroke, single cylinder, air - cooled, OHC 97.2cc Manual

Clutch Primary Clutch Secondary Transmission Final Drive Ignition Starting Frame Suspension (Front ) Suspension (Rear) Dimensions (L*W*H) Wheel Base Ground Clearance Kerb Weight Tyres:Front/Rear Max. Power Max.Speed Fuel Tank Capacity

Multi-plate wet 4-speed constant mesh Roller chain Electronic Kick starter Backbone type Telescopic hydraulic fork Spring loaded hydraulic type with both side action 1925*720*1040mm 1220mm 145mm 107 kg 2.50"*18"-4PR/2.75"*18"-6PR 7.2 PS@8000rpm 80 kmph 10.1 ltr (2.8 1tr reserve)

This bike - anyway you look at it - represents toughness. And the ability to handle even off road, dirt track conditions with ease. All this with the economy and comfort you have always associated Hero Honda with. FEATURES

Tough and Rugged

Wider tyres. Higher ground clearance. A special engine guard. This bike any way you look at it represents toughness. And the ability to handle even off road, dirt track conditions with ease. All this with the economy and comfort you have always associated Hero Honda with. Extra Strength. Matchless Fuel Economy: Say goodbye to your commuting troubles. And get ready to take on the toughest riding conditions, while continuing to enjoy the legendary fuel economy. The CD100SS adds a new dimension of strength to Hero Honda's

world famous 4-stroke technology, the CD100SS adds a new dimension of strength. Special modifications have been incorporated to prepare the bike for the rough and the tough. Larger Reinforced Shock Absorbers: To soak up bumps on unkind roads. To protect your bike, and insulate you from discomfort. Wider Tyres: To grip the road, no matter in what condition. Improved cornering stability and safety. Heavier Body Weight: To ensure balance and strength. The 103 kilo dry weight makes the ride exceptionally stable.
Engine Guard: To protect your engines from the assault of sand, mud and stones. Therefore improving performance. SPECIFICATIONS

CD100SS Engine Displacement Clutch Type Clutch Primary Clutch Secondary Transmission Final Drive Ignition Starting Frame Suspension (Front ) Suspension (Rear) Dimensions (L*W*H) Wheel Base Ground Clearance Kerb Weight Tyres:Front/Rear 4-stroke, single cylinder, air - cooled, OHC 97.2cc Manual Multi-plate wet 4-speed constant mesh Roller chain Electronic Kick starter Back bone type Telescopic hydraulic fork Spring loaded hydraulic type with both side action 1960*720*1050mm 1225mm 165mm 112kg 2.75"*18"-4PR/3.00"*18"-4PR

Max. Power Max.Speed Fuel Tank Capacity

7.2 PS@8000 rpm 80 kmph 10.1 1tr(2.8 ltr reserve)

A smooth ride over the toughest of roads with maximum fuel efficiency and at an affordable price, now you can bid goodbye to all your commuting problems!

FEATURES Presenting CD Dawn, the true-value 4 stroke, 100cc motorcycle from Hero Honda. A motorcycle that encompasses the legendary Hero Honda values of fuel-efficiency, economy and rock-solid dependability

TOUGH TRACK SUSPENSION The CD Dawn comes with a unique suspension that smoothens and absorbs bumps on unkind roads and provides you with continuous riding comfort. DOUBLY STRONG TUBULAR FRAME Its double tubular-cradle frame by imparting extra stability to the motorcycle, ensures an exceptionally stable ride. This and other features - like the legendary Hero Honda mileage, the first-of-its-kind 2year warranty in the category and a price that will make you smile, is what makes the new Hero Honda CD Dawn - Value Nayae Zamane Ki! SPECIFICATIONS Engine Displacement Clutch Gear box Frame Battery Head lamp Suspension(front) Suspension(rear) Wheelbase Dimensions (LxWxH) Ground clearance Kerb weight Tyre (front) Tyre (rear) Max power Max torque Bore x Stroke Compression ratio Starting Fuel tank capacity 4-stroke, air-cooled, single cylinder OHC 97.2cc Multiplate wet 4 speed constant mesh Tubular double cradle 12V - 2.5 Ah 35W / 35W - Halogen bulb Telescopic hydraulic shock absorber Swing arm with hydraulic shock absorber 1230 mm 1980x720x1045 mm 150 mm 108 kgs 2.75 x 18-4 PR 2.75 x 18-6 PR 7.4 PS @ 8000 rpm 0.79 Kg-m @ 5000 rpm 50.0 x 49.5 mm 8.8: 1 Kick start 10.5 litres (reserve 1.8 litres)

The Karzima features a 223cc, 17PS power pack that accelerates you from 0-60 in 3.8 seconds. Distinctive styling and Mag alloy wheels make this bike stand out before it races away from the pack. Digital ignition and a constant vacuum carburetor facilitate better control of ignition timing.Priced at Rs. 89,220/- on road Mumbai the Karizma is available in seven attractive shades.

Multi-reflector

Trapezoidal

Large 276 mm diameter Front Disc Brakes. 50Kmh to 0 in 2.7 seconds.

Headlamp with Halogen Lamp for increased brightness for greater safety. The Kazima's stylish instrument cluster features a Digital odometer, trip meter, fuel gauge and clock. Another first on an Indian motorcycle.

The fuel tank not only provides a large capacity of capacity of 15 litres (reserve 2 Litres), it also provides the big sports bike feel to the Karizma.

KARIZMA to redefine the Indian motorcycle market; company sets formidable benchmarks in technology & innovation

Advanced Technology Features like AMI system with CCVI, ignition cut-off and constant vacuum carburettor to provide superb riding performance Exclusive Firsts such as digital odometer, digital tripmeter, digital fuel gauge and real time clock guarantee precise measurements Power Par Imagination: 0 to 60 kmph in 3.8 seconds, the best in the Indian motorcycle industry

Pass Switch and large front disc brake to provide increased safety

PRICES

Ambition 135 ( Drum & Kick )

Prices (in Rupees)

City Bangalore Calcutta Chennai Delhi Mumbai Pune

Ex. Showroom Price 44,210 45,710 46,175 44,976 45,883 44,221

On Road Price 48,927 50,900 50,361 47,271 50,167 48,360

CBZ Prices (in Rupees) City Bangalore Calcutta Chennai Delhi Mumbai Pune Ex. Showroom Price 51,607 54,432 54,153 53,779 54,189 52,220 On Road Price 57,609 60,150 58,908 56,291 59,196 57,056

SPLENDOR Prices (in Rupees) City Bangalore Calcutta Ex. Showroom Price 39,947 40,613 On Road Price 44,272 46,000

Chennai Delhi Mumbai Pune

40,723 40,076 41,831 40,322 CD100 SS

44,813 42,287 45,763 44,122

Prices (in Rupees) City Bangalore Calcutta Chennai Delhi Mumbai Pune Ex. Showroom Price 38,690 39,318 39,452 38,821 39,452 38,026 On Road Price 42,925 44,475 43,520 41,007 43,176 41,626

CD100 Prices (in Rupees) City Bangalore Calcutta Chennai Delhi Mumbai Pune Ex. Showroom Price 37,193 37,796 37,933 37,324 38,937 37,532 On Road Price 41,276 42,963 41,974 39,485 42,616 41,089

CD DAWN Prices (in Rupees) City Bangalore Calcutta Ex. Showroom Price 31,900 31,899 On Road Price 35,765 36,900

Chennai Delhi Mumbai Pune

30,900 31,899 32,065 30,899

34,835 33,965 35,146 33,880

PASSION PLUS Prices (in Rupees) City Bangalore Calcutta Chennai Delhi Mumbai Pune Ex. Showroom Price 41,898 42,574 42,732 41,885 43,816 42,232 On Road Price 46,403 48,000 46,857 44,127 47,920 46,198

PASSION PLUS DISC Prices (in Rupees) City Bangalore Calcutta Chennai Delhi Ex. Showroom Price 44,494 45,212 45,365 44,482 On Road Price 49,237 50,850 49,592 46,950

Mumbai Pune

46,541 44,853

50,882 49,048

SPLENDOR+ DRUM Prices (in Rupees) City Bangalore Calcutta Chennai Delhi Mumbai Pune Ex. Showroom Price 40,447 41,111 41,223 40,579 42,351 40,822 On Road Price 44,818 46,500 45,321 42,287 46,328 44,666

SPLENDOR+ DISC Prices (in Rupees) City Bangalore Calcutta Chennai Delhi Mumbai Ex. Showroom Price 43,043 43,749 43,856 43,175 45,076 On Road Price 47,653 49,200 48,001 45,311 49,290

Pune

43,444

47,516

CHAPTER 4 DATA ANALYSIS

Q. 1. Gender proportion in the sample Gender Male Female Total Number 61 9 70

Number 80 70 60 50 40 30 20 10 0 Male Female Total

Number

The sample size taken in the project is 70. The percentage of male population in the sample is 61 which about 87.14% and percentage of female population are about 12.86% approx, whose number is 9.

Q.2. Occupation of the respondents Gender Male Female Total Business 6 0 6 Service 13 1 14 Student 40 8 48 Self Employed 2 0 2 Total 61 9 70

Female

0%6% 50% 0%

44%

Business Service Student Self Employed Total

Occupation wise distribution of females in the population is zero percent business women, 12% in service, 88% student, and zero percent self employed. The sample has a very low percentage of female involved as respondents in the project.

Male

5% 49% 2%

11%

33%

Business Service Student Self Employed Total

Occupation wise distribution of males in the population is 10% involved in business, 22% in service, 66% student, and 2% of respondent is self-employed. The sample has about of 88% male population involved as respondents in the project.

Q.3. Age group of the respondents Gender Male Female Total Age 18-25 43 8 51 Age 25-30 12 0 12 |Age 30-35 2 0 2 Age 35&above 4 1 5 Total 61 9 70

Distribution of population based on age of the respondents in the research study.

Male

3% 7% 20% 70%

Age 18-25 Age 25-30 |Age 30-35 Age 35&above

The percentage of male respondents in the age of 18-25 are about 70%, whereas 20% belongs to the age group of 25-30, and only 3% belong the age group of 30-35, and about 7% of the male respondents belong to the age of 35 years and above.

Female

11% 0%

89%

Age 18-25 Age 25-30 |Age 30-35 Age 35&above

The distribution of female population is not same as male population. It has 89% of the respondents in the age of 18-25, and 11% population in the age of 35 years and above, and zero respondents in the age of 25-30 years and 30-35 years. The majority of the population (both male and female) belongs the to the age of 18-25 years. It has been deliberately chosen as the motorbikes are positioned by the companies on the target and potential consumers of this age group.

Q.4. People who owns the bike

Gender Male Female Total

Owner / Non-owner Owner Nonowner Owner Nonowner

Business 2 4 0 0 6

Service 7 6 0 1 14

Student Self Employe d 9 1 31 1 0 0 8 0 48 2

Total 19 42 0 9 70

45 40 35 30 25 20 15 10 5 0
ne ss

42
Male owner

31

19 9 1
ce

Male nonowner

4 0

76

8 11 0
To ta l

Female owner Female nonowner

The sample respondents of the sample who owns the bike are all male and no female is the owner of the bike in the sample. The percentage of owners in the whole sample is only about 27%. Among them, majority of the owners are students.

If yes, then the people who owned Hero Honda bike Gender Male Female Total Business 1 0 1 Service 1 0 1 Student 2 0 2 Self Employed 1 0 1 Total 5 0 5

St ud en Se t lf Em pl oy ed

Bu si

Se rv i

6 5 4 3 2 1 0
St ud en t in es s Se rv pl oy e To ta l ic e d

Male Female Total

Bu s

Among the total owners of bikes of the population selected for sample, only 5 people have Hero Honda bikes. It comes to about 26% of the owners are Hero Honda bike owners against the total owners of bikes. It can be concluded that the reach of Hero Honda is very low in the target sample population. Q.5. Satisfaction after purchase of the Hero Honda bike Gender Male High Medium Low High Medium Low Total Business Service 0 1 0 0 0 0 1 1 0 0 0 0 0 1 Student 2 0 0 0 0 0 2 Self employed 0 1 0 0 0 0 1 Total 3 2 0 0 0 0 5

Female

Se lf Em

2.5 2 1.5 1 0.5 0 High Medium Male Low High Medium Female Low Business Service Student Self employed

Among the total Hero Honda bike owners about 60% of the respondents have rated as having high satisfaction after purchase of the bike and 40% of the population has rated medium satisfaction level after purchase of the bike, where no low satisfaction level respondents are found in the sample.

Q.6. People who considered Hero Honda bike before purchasing other bikes. Gender Male Female Total Business 0 0 0 Service 6 0 6 Student 6 0 6 Self employed 0 0 0 Total 12 0 12

14 12 10 8 6 4 2 0
St ud en t Bu si ne ss Se rv ic e em pl oy ed To ta l

Male Female Total

There are only 19 owner of the bikes in the sample population of 70, among them 5 respondents are the owner of Hero Honda bikes and the rest 14 respondents are other bike owners. Out the other bike owners 12 who have considered Hero Honda bike also before purchasing the other bike. In percentage terms, it comes to about 63% of the other bike owners have taken Hero Honda bikes into consideration before purchasing other bikes.

Se lf

Q.6. Respondents who have identified these bikes as Hero Honda bikes Bikes Business Service Student Self employed Ambition 5 Pulsar 1 Karizma 3 Dawn Passion 1 6 8 0 7 6 9 1 0 3 4 10 1 2 0 0 10 0 0 0 0 0 23 43 14 5 2 4 37 1 0 0 0 0 35 2 42 24 38 3 3 2 0 1 1 2 0 0 0 1 1 0 1 0 0 2 0 0 0 0 0

Freedom 0 Enticer Caliber 0 1

CD Dawn 3 Splendor 5 Victor CD 100 0 3

Libero 0 Wind 0 CBZ 6 Fiero 0 Eliminator 0 Boxer 0 Aderno 0 Centra 0 VT-I

70 60 50 40 30 20 10 0
t oy ed Se rv ic e St ud en To ta l es s Bu si n 't Kn o w

This graph shows the people who have identified Hero Honda bikes. The bars under the total shows the combination of business people, service, students, and self employed and the bars of Dont shows the people who were not able to identify the Hero Honda bikes. Mostly recognized bikes were Splendor, CBZ, Passion, Karizma, Ambition, whereas the bikes, which were mostly not recognized, are CD100, CD Dawn, and Dawn.

Se lf e

D on

Ambition Karizma Dawn Passion CD Dawn Splendor CD 100 CBZ

m pl

El im Vi c to r

in

at or

Bo x

er

C en Ad tra er VT no

-I

Self employed Student Service Business

C Fr ee Fi e ro Pu lsa r do m En tic er Li be ro W in d

al ib er

10

15

These are the people who have given the choice that these are also the Hero Honda bikes, where as these are not Hero Honda bikes. answer. It implies that there exists a wide gap between the Brand Positioning of bikes by Hero Honda and Brand Positioning by other companies also. There exits a gap between consumer perception towards recognizing brand names of bikes and associating it with company names. As one can easily see the graph and make it clear that respondents have identified non Hero Honda bikes as also Hero Honda bikes. Therefore, it is a grossly and absolutely wrong

Q.7. Respondents who have correctly remembered punch lines Punch Right Male Wrong Male 2 3 6 4 6

lines/Gender Desh ki 49 Dhadkan Definitely Male Hoodibaba Jet set go Public Ka Naya

Female 8 4 6 3 3 2

Female 0 2 3 0 0 1

48 51 36 27

Transport More smiles per 26 hour

Desh ki Dhadkan

14%

3% 0% Right Male Right Female Wrong Male Wrong Female 83%

The correct punch lines of Desh Ki Dhadkan remembered by males is about 83%, whereas by females is about 14%, which is the majority of the response given by sample population. Whereas the wrong answer given sample is only 3%. Therefore it can be said that majority of the respondents have correctly identified the punchlines of Desh Ki Dhadkan of Hero

Honda. Therefore it can be said that very little gap exits between consumer perception and brand positioning by Hero Honda Company.

Definitely Male

7%

5%

4% Right Male Right Female Wrong Male Wrong Female 84%

The punch line of Definitely Male has been positioned by Bajaj for Pulsar bike, which is correctly given by about 84% of the responses of the sample. Whereas the female percentage for correct answer is about 7%, which forms the majority of the responses of sample population. Whereas the wrong answer given sample is only 9%. Therefore it can be said that majority of the respondents have correctly identified the punchlines of Desh Ki Dhadkan of Hero Honda. Therefore it can be said that very little gap exits between consumer perception and brand positioning by Bajaj Pulsar bikes.

Hoodibaba

10% 0% 5% Right Male Right Female Wrong Male Wrong Female 85%

The punch lines of Hoodibaba has been positioned for the Bajaj Caliber bikes, which is correctly remembered by 85% males, whereas by females it is about 10%, which is the majority of the responses. Whereas the wrong answer given sample is only 5%. Therefore it can be said that majority of the respondents have correctly identified the punchlines of Hoodibaba. Therefore it can be said that very little gap exits between consumer perception and brand positioning.
Jet set go

13% 7%

0% Right Male Right Female Wrong Male 80% Wrong Female

The punch lines of Jet Set go has been positioned for the Karizma bikes of Hero Honda, which is correctly remembered by 80% of male responses, whereas by females it is about 7%%, which is the majority of the responses. Whereas the wrong answer given sample is only 13%. Therefore it can be said that majority of the respondents have correctly

identified the punchlines of Jet Set Go. But 13% of the wrong answers are significant one and gap exits between consumer perception and brand positioning of punch lines of karizma bikes.

Public Ka Naya Transport

12% 9%

0% Right Male Right Female Wrong Male 79% Wrong Female

The punch lines of Public Ka Naya Transport has been positioned for the CD Dawn bikes of Hero Honda, which is correctly remembered by 79% of male responses, whereas by females it is about 9%%, whereas the wrong answer given sample is only 12%. Therefore it can be said that majority of the respondents have correctly identified the punchlines of Public Ka Naya Transport. But 12% of the wrong answers are significant one and gap exits between consumer perception and brand positioning.
More smiles per hour

17% 6%

3% Right Male Right Female Wrong Male 74% Wrong Female

The punch lines of More Smiles Per Hour has been positioned for the TVS Victor bikes, which is correctly remembered by 74% of male responses, whereas by females it is about 6%%, whereas the wrong answers given sample is only 20%. Therefore it can be said that majority of the respondents have correctly identified the punch line. But at 20% wrong answers, there exits a wide gap between the between consumer perception and brand positioning. Given the choices to the respondents, Hero Honda bike has shown minimal gap in remembering the punch lines of bikes. Whereas it is almost equally good for the Bajaj bikes also, but for punch lines of TVS victor, the gap exists between consumer perception and brand positioning.

Q.8. Respondents identified these bikes as best mileage bikes. Bikes Ambition Karizma Passion Dawn CD Dawn Splendor CBZ CD 100 Cant say Business 2 1 2 2 1 1 Service 4 1 4 1 6 2 2 3 Student 4 2 5 2 1 20 8 7 4 Self employed 2 Total 12 4 11 2 2 28 11 9 8

The correct responses were the bolded bikes Dawn, CD Dawn, Splendor, and CD 100. The company has positioned the best mileage bikes as Dawn, CD Dawn, Splendor, and CD

9% 10%

14% 5% 13% 2% 2%

13%

32%

Ambition Karizma Passion Dawn CD Dawn Splendor CBZ CD 100 Cant say

100. The total outcome of responses in favors of these bikes were not as positioned by company. As you can see the responses were scattered over all the bikes. The combined correct responses of best mileage positioned bikes were only 46% of the responses. Many of the respondents answered only one bike as positioned on the basis of best mileage.

Q.9. Respondents ranking of bikes based on best looks and style Bikes Ambition Passion Karizma CD Dawn Dawn Splendor CBZ CD 100 Cant say Rank 1 5 5 32 0 0 5 20 1 2

2 10 7 12 2 0 8 15 0 0

3 16 18 1 6 4 4 5 2 0

4 14 17 2 2 0 10 4 0 0

Karizma and CBZ bikes are positioned by the company based on looks and style.

35 30 25 No of 20 People 15 10 5 0 1 2 Rank
As it is said that beauty lies in the eyes of beholder, the ranking of Hero Honda bikes on looks and style is a matter of personal choice.

Ambition Passion Karizma CD Dawn Dawn Splendor CBZ CD 100 Cant say

Q.10. Respondents identified these bikes offering more colors Bikes Ambition Karizma Passion Dawn CD Dawn Splendor CBZ CD 100 Cant say Business 2 1 5 0 0 0 0 0 1 Service 2 1 5 0 0 5 0 0 3 Student 10 5 12 0 6 1 8 0 9 Self employed 1 0 1 0 0 0 0 0 0 Total 15 7 23 0 6 6 8 0 13

Correct answer is Ambition, and Karizma which has 7 colors.

11% 0%

22%

11%

56%

Ambition Karizma Passion Dawn CD Dawn Splendor CBZ CD 100 Cant say

Majority of the respondents have rated Passion as the bike having more colors about 56%. But the answer is Ambition and Karizma and their combined response is 33% of the respondents. But the majority consumers perception is different about 77% of the respondents, who have rated other bikes or they dont know.

Q.11. Respondents identified these bikes as fastest bikes Bikes Ambition Karizma Passion Dawn CD Dawn Splendor CBZ CD 100 Cant say Business 0 3 1 0 0 0 0 0 2 Service 0 7 0 0 0 1 0 0 4 Student 0 27 2 0 0 1 12 0 8 Self employed 0 1 0 0 0 0 0 0 1 Total 0 38 3 0 0 2 12 0 15

Karizma is positioned by the company as the fastest bike with 5 gears.

21% 0%

0%

17% 3% 0% 0% 4%

55%

Ambition Karizma Passion Dawn CD Dawn Splendor CBZ CD 100 Cant say

Majority of the respondents of about 55% have given right answers of karizma. Where as the about 17% of the respondents have rated CBZ which is next to karizma. Overall, it can be said that a very large part of about 45% respondents either do not know about the positioning of karizma bike

Q.12. Respondents identified these bikes having best pickup

Bikes Ambition Karizma Passion Dawn CD Dawn Splendor CBZ CD 100 Cant say

Business

Service

Student 0 18 0 0 0 3 12 15

Self employed 1 1

Total 1 26 3 0 0 3 15 1 21

4 3

1 1 1

1 1 5

Karizma has been positioned by the company having best pickup.

1% 31% 38%

1% 21% 4% 0% 0% 4%

Ambition Karizma Passion Dawn CD Dawn Splendor CBZ CD 100 Cant say

Majority of the respondents about 38% have given right answers of karizma. Where as the about 31% of the respondents have rated CBZ which is next to karizma. Overall, it can be said that a very large part of respondents about 62% have given wrong answers or they do not know the positioning of karizma bike.

Q.13. Respondents ranking of bikes based on engine capacity

Bikes Ambition Passion Karizma CD Dawn Dawn Splendor CBZ CD 100 Cant say

Rank 1 2 3 30 0 0 4 8 1 22

2 6 3 4 1 1 16 1 0

3 12 10 0 1 2 1 1 0

4 5 11 0 3 1 2 3 0 0

The correct order ranking of bikes based on engine capacity is Karizma CBZ Ambition 1 position, 2 position, 3 position,

Passion, Splendor, Dawn, CD Dawn, CD 100 4 position.

35 30 25 20 15 10 5 0 1 2 Rank 3 4

Ambition Passion Karizma CD Dawn Dawn Splendor CBZ CD 100 Cant say

The majority of the responses are correct, but a large number of the responses were wrong also in ranking the bikes based on the engine capacity of the bikes. Q14. Respondents identification of Brand Ambassadors with bikes

No of People

Brand Ambassadors Saurav Ganguly Kapil Dev Sachin Tendulkar Mohammad Kaif Hritik Roshan Pankaj Kapoor Virendra Sehwag Yuvraj Singh

Right 45 24 50 25 52 36 24 29

Wrong 3 11 1 2 1 4 1 1

Can't Say 22 35 19 43 17 30 45 40

Saurav Ganguly, Hritik Roshan, Pankaj Kapoor, Virendra Sehwag, Yuvraj Singh, and Mohammad Kaif has been brand ambassadors of Hero Honda bikes of Hero Honda Company. Whereas Sachin Tendulkar is brand ambassador of TVS Victor bikes, and Kapil Dev is brand ambassador of Kinetic Boss.
Saurav Ganguly

31%

Right Wrong 65% Can't Say

4%

Saurav Ganguly has been recalled by about 65% of the respondents as brand ambassadors of Hero Honda Company, whereas 31% of the respondents have wrongly associated Saurav

Ganguly with other bike advertisements, and 4% respondents did not remembered about the advertisement.

Kapil Dev

34% 50% Right Wrong Can't Say 16%

Kapil Dev has been recalled by about 34% of the respondents as brand ambassadors of Kinetic Boss bike, but Kapil Devs bike advertisement have not been correctly recalled by many of the respondents, which is about 66%.

Sachin Tendulkar

27% Right Wrong Can't Say 72%

1%

Sachin Tendulkar has been recalled by about 72% of the respondents as brand ambassadors of TVS Victor, whereas only 27% of the respondents have wrongly associated sachin Tendulkar with other bike advertisements, and only 1% respondents did not remembered about the advertisement.

Mohammad Kaif

36%

61% 3%

Right Wrong Can't Say

Mohammad Kaif has not been a good brand ambassador, as the respondents who recalled his advertisements is only 36%, whereas majority respondents do not know about his advertisements about 61%, and only 3% respondents wrongly remembered advertisements. his

Hritik Roshan

24% 1% 75% Right Wrong Can't Say

Hritik Roshan has been a very good brand ambassador of Hero Honda as majority of the respondents recalled his advertisements which is 75%, whereas only 1% wrongly remembered his advertisements, and only 24% respondents did not remembered his advertisements.

Pankaj Kapoor

43% 51%

Right Wrong Can't Say

6%

Pankaj Kapoors advertisement was recalled by majority of respondents as a brand ambassador and was 51% of the sample, whereas about 43% respondents do not know

about his advertisements, and only 6% respondents wrongly remembered his advertisements.

Yuvraj Singh

41% 58% 1%

Right Wrong Can't Say

Yuvraj Singh has not been a very good brand ambassador for Hero Honda, as only respondents who recalled his advertisements was 41%, whereas majority respondents do not know about his advertisements about 58%, and only 1% respondents wrongly remembered his advertisements.

Virendra Sehwag

34%

65%

Right Wrong Can't Say

1%

Virendra Sehwag is also not a very good brand ambassador of Hero Honda, as the respondents who recalled his advertisements is only 34%, whereas majority respondents do not know about his advertisements, which is 65% and only 1% respondents wrongly remembered his advertisements.

Overall
Overall it can be said that Saurav Ganguly, Sachin Tendulkar, and Hritik Roshan are good brand ambassadors of their brands. Whereas Kapil Dev, Mohammad Kaif, Pankaj Kapoor, Virendra Sehwag, and Yuvraj Singh are not very effective as brand ambassadors. The respondents recall of their advertisements is very low. Therefore there exits a wide gap between brand positioning and consumer perception of bikes. Whereas I did not understand the purpose of taking too many brand ambassadors by Hero Honda. It just confuses the respondent in recalling and recognizing advertisements with brand ambassadors and bikes. I would rather suggest in taking only few of them and continually reinforcing it.

CHAPTER 5 CONCLUSION & SUGGESTION

Positioning of bikes on mileage has not been done properly. Some Hero Honda bikes like Dawn, CD Dawn, CD 100SS, Splendor, Passion, and CD 100 falls in this category. But the consumers remembered only one of them and rather they have considered other bikes also. There positioning of bikes based on mileage should be done again.

As the consumers gets confused and have problem in associating bikes with Hero Honda company, therefore the company should focus on projecting these bikes as Hero Honda bikes. One reason, which I find is that Hero Honda has positioned the bikes as separate brands and have not associated Hero Honda names with bikes. Therefore the company must use Brand names with sub brands. Like Bajaj Pulsar, TVS Victor, etc.

They should now concentrate more on their product which are not showing good sales and should discontinue them if see constant losses, newer products to be introduced on their place.

The company should also lower the spare parts any the maintenance cost as the middle class people feel it is little high compared to the other brands spare parts.

The company should also provide enough spare parts to the dealers so that the customers wont have any problem looking for the spare parts during emergency.

QUESTIONAIRE

Q Name: _________________ Q Gender: Male Service Female Student Self Employed

Q Occupation: Business

Q Address: _____________________________ Q Age: 18-25 25-30 30-35 35&above

Q Do you own a bike (Y/N)

If yes, Name of bike purchased ________________ If no, do you want to purchase a bike Q Satisfaction after purchase (Tick ): (High /Medium /Low /Not Applicable) Q Name other brands considered and compared before purchasing your bike. _____________ ______________ _______________ (Y/N)

Q Which brand comes to your mind thinking of best mileage for Hero Honda bikes (Tick ): Ambition ____ Karizma _____ Dawn _____ CBZ _____ CD 100 _____ Passion ____ CD Dawn _____ Splendor _____ cant say _____

Q Rank the bikes which have best looks and style (in ascending order, 1 being best and so on). Ambition ____ Karizma _____ Dawn _____ CBZ _____ CD 100 _____ Passion ____ CD Dawn _____ Splendor _____ cant say _____ Q Which Hero Honda bike offers more colors (Tick ): Ambition ____ Karizma _____ Dawn _____ CBZ _____ CD 100 _____ Passion ____ CD Dawn _____ Splendor _____ cant say _____ Q Which among the following is the fastest bike(Tick ): Ambition ____ Karizma _____ Dawn _____ CBZ _____ CD 100 _____ Passion ____ CD Dawn _____ Splendor _____ cant say _____ Q Which among the following has best pickup(Tick ): Ambition ____ Karizma _____ Dawn _____ CBZ _____ CD 100 _____ Passion ____ CD Dawn _____ Splendor _____ cant say _____

Q Rank the following bikes based on engine capacity (In ascending order, 1 being best and so on). Ambition ____ Karizma _____ Dawn _____ CBZ _____ CD 100 _____ Passion ____ CD Dawn _____ Splendor _____ cant say _____

BIBLIOGRAPHY
1. Boyd, W. Harper, Ralph Westfall, and Stanley F. Stasch, Marketing Research (seventh edition) pp. 90-91. 2. Gupta, Anil and Anupam Ghosh, Brand Biography Hero Honda, Advertising Express, February 2004, pp. 41-43. 3. Kotler, Philip Marketing Management (Ninth Edition), Prentice Hall of India Pvt. Ltd. pp. 185-186. 4. Kotler, Philip Marketing Management (Ninth Edition), Prentice Hall of India Pvt. Ltd. pp. 443.

5. http://www.mid-day.com/news/business/2003/may/53005.htm Bajaj, Hero Honda vie for pole position accessed on 20 April 2004. 6. http://www.mouthshut.com/readreview/42966-1.html 7. http://www.mouthshut.com/readreview/39860-1.html 8. http://www.herohonda.com/site/home/home.asp