By:

Mukhtaar Abbas (08-MBA-30)

Faisal Khan (08-MBA-10)
Salahuddin Hasan (08-MBA-45)
Syed Fahad Ahmed (08-MBA-56)
Sadiyah Ozair (08-MBA-44)
 India is the second largest market of two-wheeler in
the world.
 Sales of motor cycle in India is likely to touch the 10
million mark by 2010.
 The two wheeler segment has witnessed the highest
growth rate of over 32%.
 Estimated to follow the same trend in the future, says
our new research report, “Indian Automobile Sector -
A Booming Market".
 Growing working population,
 Increased access to credit and lower interest loans
 Increased consumer embrace of financial products
 Upward migration of household income levels
 Fast paced urbanization to rise from 28% to 40% by
2020
 Middle class expanding by 30 - 40 million every year
 YEAR 2006(In units) 2007(in units)
Produced 7608697 8444168
Sold 7052391 7857548

(Source: Society of Indian Automobile Manufacturers (SIAM)

CDP Model:
A road map of consumer’s mind that marketers and managers
can use to help guide product mix, communication and sales
strategies.
Seven stages process
Di
ve
stm
en
t

Consumption
We’ve classified the industry in four different price
ranges.
Less than Rs 40000
Rs 40000- 55000
Rs 55000- 70000
Rs 70000+
 nts, Hike in fares
a re gs, Time Factor
p l in
sib ncia Traffic jam
a
fin
l i t io
nd
Need co
Recognition n.
•Comparison of different
products.
•Experiences of current users
and experts.
•Print and electronic media
Search was based on two ways:
1. Internal search (Memory)
2. External Search

External Search:
1. Non-marketer Dominated Stimuli:-
1) Personal sources:(family and friends),
2) Reviews in publications

2. Marketer Dominated Stimuli:-

commercial sources: (auto magazines, promos)
Public Sources: (newspaper, tv ads, internet).
Stage 3. Pre-Purchase Evaluation of
Alternatives
Survey Result for Evaluation of alternatives:
1. What attribute will you prefer first in a bike of priced
less than 40k Rs.?
A) Mileage B) Capacity C) Features
D) Resale Value E) Looks
2. What attribute will you prefer first in a bike of priced at
40k-55k Rs.?
A)Mileage B) Capacity C) Features
D) Resale Value E) Looks
3. What attribute will you prefer first in a bike of priced
at 55k-70k Rs.?
A)Mileage B) Capacity C) Features
D) Resale Value E) Looks
4. What attribute will you prefer first in a bike of priced at
70k-100k Rs.?
A) Mileage B) Capacity C) Features D)
Resale Value E) Looks
1.For price range less than 40k rs.:

Bikes Mileage(kmpl)
Bajaj- platina 109
Hero Honda- Cd-dawn 65
Hero Honda- Cd-deluxe 70
TVS- Star 102
Yamaha Alba (Spoke) 75
Yamaha Crux 80
2. For price range 40k-55k Rs.:
Bikes available in this range are
BAJAJ HONDA
•Discover 100 Shine(Spoke and Alloy)
•XCD 135 Stunner (disc alloy or drum alloy)
•XCD 125

HERO HONDA TVS

•Passion plus Flame SR 125
•Passion pro Star city
•Super Splendor
•Splendor NXG
•Glamour

YAMAHA
•Alba alloy
•G5 (Spoke and alloy)
•Gladiator(JA and DX)

Look is the main attribute in this category and is varies from individual to
individual.
3. Price Range of 55k-70k:

Bikes Capacity (in CC)

Bajaj- Discover 135 DTS-I 135

Bajaj pulsar DTS-I 150 and 180

Bajaj Avenger DTS-I 200
Hero Honda CBZ-extreme 150
Hero Honda Hunk 150
Hero Honda Achiever 150
Hero Honda Glamour FI 125
Honda CBF Stunner 125
Honda Unicorn 150
TVS Apache RTR 150 and 180
Yamaha FZ-16 153
4.For price range 70k-100k Rs.:
Bikes Capacity(in CC)
Yamaha YZF R-15 150
Yamaha FZ-S 150
Yamaha FZS Fazer 153
Hero Honda Karizma R 223
Hero Honda Karizma 225
ZMR
Bajaj Pulsar 200 and 220
 Stage 4. purchase
Consumer decides when, where, how purchase
should take place.
 Search for nearest dealer

Visit to different nearest dealers as Sarita Vihar, Okhla

Phase II.
Sarita vihar Okhla phase II
Impressive sales person Incompetent sales staff
Customer centric Mismanaged
Responded well Response time was more

Offering Offerings
Seat cover Seat cover
Helmet lock Helmet lock
1 yr warranty 1 yr warranty
1 yr extended warranty in No extended warranty
400 rs
 Selected Sarita Vihar dealer

Sales person took me to the inventory

Choose the color of the bike

Test drive

Billing formalities

Purchase.
Whether I made a right decision or not.

Whether my rating to different attribute will be

justified or not.

Whether I have chosen the right attributes for the

purchase of the bike or not.
Stage 6. Post-Consumption Evaluation
Satisfaction Dissatisfaction

Mileage achieved as considered Mileage not achieved

while giving rating

Match my life style and attitude Don’t matches

Paid price justified Not justified

Resale value upto expectations Resale value not matched with

the expectations.
 Stage 7. Divestment

 after using 2-3 years, feels to upgrade,

Sell it off , or

Pass to younger one(if any)

 Stage 7. Divestment

 after using 2-3 years, feels to upgrade,

Sell it off , or

Pass to younger one(if any)

• Perception can be defined as how each person
recognizes, selects, organizes and interprets
the stimuli. It is based on each person’s own
needs, values and expectations.
• Right positioning by Bikes company in India
has helped them in making and sustaining a
good image in the mind of the consumer.

• Positioning of different bikes in the same

category can only be differentiated if PoD’s
are effectively communicated out.
• Hero Honda:
• Excellence in quality is the core value.
• Hero Honda is committed to safety and health.
• In Protecting the environmental balance, by optimizing the
resource utilization.

• Honda:
• Honda is dedicated to supplying products of the highest
quality.
• At a reasonable price.
• For worldwide customer satisfaction.
Bajaj:
• Bajaj strictly follows a TPM policy as “THE PRIME
MOVER-TOWARDS EXCELLENCE”
• Customer focused.
• Committed for continual improvement of Safety, occupational
Health, and Environmental (SHE) policy.

TVS:
• Committed to total quality.
• Customer driven.
• At the cutting edge.

Yamaha:
• Customer first
• Challenging spirit
• Frank and fair org.
• Bajaj: The company, over the last decade has
successfully changed its image from a scooter
manufacturer to a two wheeler manufacturer,
product range ranging from Scooters to
Motorcycle.
• With the introduction of the Pulsar, Bajaj were
able to have taken the market by storm since their
launch in Nov'01, it can easily be classified as
Rugged ,Daring Spirited, Imaginative and Up-to-
date.
Bajaj New Logo: Bajaj Auto unveiled the new
corporate identity on the 15th of
January at the Auto Expo 2004,
New Delhi.

•Award winning Pulsar twins

• The revolutionary Digital Twin
Spark Ignition (DTSi)
technology.

The Identity has a fresh new Blue

colour. This Blue represents stability
and strength of Bajaj. Blue also
represents high technology and
precision engineering.
• An environmentally and socially, aware company.
• Excellence in quality is the core value of Hero Honda's
philosophy.

• Its unique Hero Honda Passport Program, one of the

largest programs of this kind in the world, has over 3
million members on its roster.
• Its widely used slogan “DESH KI DHADKAN” was
very popular.
• In 2008, it became the World No. 1 for the 8th year in a
row
• Unlike HH and TVS, Yamaha is projecting
itself as a truly sports bike maker in India.
With the successful launch of Yamaha FZ and
YZR15, it has created a buzz among the Indian
youth. Thus, offering more sophisticated bikes
to its customers.
 Perceived Quality: Speed
Bike Torque RPM CC Top Speed
Yamaha FZS 13.6 nm @6000rpm 153cc
132kmph
Apache RTR 13.4 nm @6000rpm 159cc
160 120kmph

Honda Unicorn 13.1 nm @5500rpm 147cc 105kmph

CBZ Xtreme 12.8 nm @6500rpm 150cc 110kmph

Pulsar 150 12.7 nm @6500rpm 149cc 115kmph

Best 150cc bike in India - Spee
Bike Mileage Speed
Bajaj Pulsar. 62Kmpl 55Kmph to
65Kmph
Unicorn 60Kmpl 55Kmph to
65Kmph
Apache RTR 160 48Kmpl 50Kmph to
60Kmph.
CBZ Xtreme 46Kmpl 55Kmph to
70Kmph
Yamaha FZ-S 43Kmpl 50Kmph to
60Kmph.
• Bajaj Pulsar - 62Kmpl - 113Kmph
• Apache RTR160 - 48Kmpl - 120Kmph
• Honda Unicorn - 60Kmpl - 105Kmph
• Yamaha FZ-S - 43Kmpl - 125Kmph
• Hero Honda CBZ Xtreme - 46Kmpl - 110Kmph
 For bike purchase of price less than 40k Rs.
Manifest Motives Consumption behavior Latent motives

bike ads\bajaj platina.mpg

 For bike purchase of price 40k-55k Rs.

Manifest Motives Consumption behavior Latent motives

bike ads\hero honda passion pro.mpg

bike ads\TVS Apache.mpg
bike ads\pulsar-mania.mpg
 Attitude in context to purchasing a bike
would include the bike, brand, service,
product use to increase life of bike ,price ,
retailer and past experiences

1)Attitude towards the object( Ao) :

2)Attitude towards the behavior ( Ab):
 1)Attitude towards the object( Ao) :
awareness to the product
its versatile,
convenient uses.

2)Attitude towards the behavior ( Ab):

performance based
past experiences

Bajaj, Hero Honda Cd dawn, Hero Honda-Cd delux, TVS-

Star, Yamaha Alba (Spoke) and Crux are high on ( Ao )
for an middle class.and preferred bike range isupto 40 K.

Where as Yamaha YZF R-15 , Yamaha FZ-S , Yamaha

FZS Fazer , Hero Honda Karizma R , Hero Honda Karizma
ZMR , Bajaj Pulsar are low on ( Ao)for the same class
Tri-component attitude
model:
The 3 main components areas follows.

Conation

Affective

Cognition
Nature of emotion Purchase decision
Desire for money Purchase when price
falls
Vanity
To be admired by others
Fear
Insurance Policy
Pride
Premium Product
Fashion
To imitate urban lifestyle
Possession
Purchase antiques
• Also insurance policies and loans and other
coverage are taken up by various strata of society
depending on the importance to them.
• Fact remains, as the price increases for bikes its
mileage decreases.
• Money lovers only buy when the price falls due
to introduction of newer models.
THANK YOU