Brand Image of Motorcycles of Yhkamaha

8/13/2019 Brand Image of Motorcycles of Yhkamaha

1/81

TABLE OF CONTENTS

Chapter No. Subject Page No.

Ch.-1.0 Executive Summary

1.1 Society of Indian Automobile Manufacturers

1.2 ther ma!or motorcycle com"anies in Indian Mar#et

1.$ Sales %i&ures of motorcycle com"anies in Indian Mar#et

Ch.-2.0 'esearch Methodolo&y

2.1 (roblem )efinition2.2 'esearch )esi&n

2.$ Sam"le )esi&n.

2.* Sam"le si+e

2., Sco"e of the Study

2. imitations

Ch.-$.0 Industry / Com"any (rofile

$.1 Industry (rofile$.1.1 o heeler Mar#et 3lobally

$.1.2 o heeler Mar#et4 he Indian Scenario

$.1.$ 'ise of a (roduct4 he motorcycles

$.1.* Mar#et Se&ment for Motorcycles

$.2 Com"any (rofile

$.2.1 India 5amaha Motor (rivate imited$.2.2 6ision

$.2.$ Mission

$.2.* Core com"etencies$.2., Manufacturin& "rocess

$.2. Conclusion

$.$ S Analysis

Ch.-*.0 )ata Collection

*.1 (rimary )ata


2/81

*.1.1 7uestionnaire

*.1.2 7uestionnaire )esi&n (rocess

Ch.-,.0 %indin&s / )ata Analysis

Ch.-.0 Conclusion

Ch.-8.0 'ecommendation

Ch.-9.0 'eferences

Ch.-:.0 ;iblio&ra"hy

Ch.-10.0 Annexure


3/81

CHAPTER 1

RESEARCH METHODOLOG

'andom Survey as used for the "rimary data collection. he thers? as used as a &eneric cate&ory for all other brands.

".1 object#$e%

'andom Sam"lin& as used for the surveyin& for the "ur"ose of "rimary data collection.

(ur"ose of the survey as to study the folloin& in "articular4


4/81

o understand the ;rand Ima&e of 5amaha vs. its com"etitors so as to hel" the

com"any to focus on its mar#etin& "lan and stren&then its future "ositionin&.

he tar&et &rou" of 5amaha is youn&sters so the tar&et &rou" for our study is

mainly youn& "eo"le mainly in the a&e &rou" of 19-$, years so that e can #no

about their vie and "erce"tion about 5amaha.

o chec# the


5/81

Microsoft ffice Excel 2008 is a &eneral analysis "latform from Microsoft

Cor"oration. .S.A. Microsoft ffice Excel has &ained across industry

acce"tance for the sim"licity and com"leteness for analysis "ur"oses.

he results obtained from the analysis usin& Excel "latform are usually notdirectly a""licable but nevertheless "resent the bare facts and data can thus be

deci"hered.

".' Sa(p)e De%#g&

Ba%#% o* Sa(p)#&g P)a& a&+ Sa(p)e S#,e

Sam"lin& is the com"onent of our research desi&n. A Sam"le is a sub&rou" of the

"o"ulation for "artici"ation in the study.

ar&et "o"ulation - Males beteen the a&e &rou" of 19 B 0 years

he tar&et &rou" of motorcycles is youn&sters so the tar&et &rou" for our study are

mainly youn& "eo"le mainly in the a&e &rou" of 19- *0 years so that e can #no about

their vie and "erce"tion about 5amaha. A&e &rou" above *0 till 0 as also

considered so as to &ain com"rehensive "icture of the Indian motorcycle mar#et

Sam"lin& techni


6/81

"articular element for inclusion in the sam"le@ the estimates obtained are not statistically

"ro!ectable to the "o"ulation. %or data &atherin& "ur"oses friends@ relatives@ ere

surveyed. Also s"ot surveys ere conducted in the 6ehicle "ar#in& stands of MM Mall

FSahibabadG and Shi"ra Mall F3ha+iabadG.

Sa(p)e %#,e -NB $*,

Sam"le si+e refers to the number of elements to be included in the study. )eterminin&

the sam"le si+e is com"lex and involves several


7/81

colour "references of "eo"le as studied. Aim as to study the attributes@ if any@ "eo"le

form ith re&ard to different colours.

".0 L#(#tat#o&%3

iG he survey as restricted to =yderabad re&ion in "articular.

iiG Inade


8/81

;ass / Com"any@the ;ritishbreery@ claims their red trian&le brand as the orlds first trademar#.

yle?s 3olden Syru" ma#es a similar claim@ havin& been named as ;ritains oldest brand@ ith its &reen

and &old "ac#a&in& havin& remained almost unchan&ed since 199,.

Cattleere branded lon& before thisJ the term Hmaveric#H@ ori&inally meanin& an unbranded calf@ comes

from exasrancherSamuel Au&ustus Maveric#ho@ folloin& the American Civil ar@ decided that

since all other cattle ere branded@ his ould be identified by havin& no mar#in&s at all. Even the

si&natures on "aintin&s of famous artists li#e eonardo )a 6inci can be vieed as an early brandin& tool.

%actories established durin& the Industrial 'evolutionintroduced mass-"roduced &oods and needed to

sell their "roducts to a ider mar#et@ to customers "reviously familiar only ith locally-"roduced &oods.

It


9/81

ell-nuanced brand ima&e. In res"onse to the announcement all streetstoc#s nose-dived for a lar&e

number of branded com"anies4 =ein+@Coca Cola@7ua#er ats@ (e"siCo. Many thou&ht the event

si&nalled the be&innin& of a trend toards Hbrand blindnessH FKlein 1$G@


10/81

A &lobal brand is one hich is "erceived to reflect the same set of values around the orld.3lobal brands

transcend their ori&ins and creates stron&@ endurin& relationshi"s ith consumers across countries and

cultures.

3lobal ;rands are brands hich sold to international mar#ets. Exam"les of 3lobal ;rands include Coca-

Cola@ Mc)onalds@ Marlboro@ evis etc.. hese brands are used to sell the same "roduct across multi"le

mar#ets@ and could be considered successful to the extent that the associated "roducts are easily

reco&ni+able by the diverse set of consumers.

Be&e*#t% o* G)oba) Bra&+#&g

In addition to ta#in& advanta&e of the outstandin& &roth o""ortunities@ the folloin& drives the

increasin& interest in ta#in& brands &lobal4

Peconomies of scale F"roduction and distributionG

Ploer mar#etin& costs

Playin& the &roundor# for future extensions orldide

Pmaintainin& consistent brand ima&ery

P


11/81

P"roduct features

P"ositionin&s

Pmar#etin& mixes Fincludin& "ricin&@ distribution@ media and advertisin& executionG

hese differences ill de"end u"on4

Plan&ua&e differences

Pdifferent styles of communication

Pother cultural differences

Pdifferences in cate&ory and brand develo"ment

Pdifferent consum"tion "atterns

Pdifferent com"etitive sets and mar#et"lace conditions

Pdifferent le&al and re&ulatory environments

Pdifferent national a""roaches to mar#etin& Fmedia@ "ricin&@ distribution@ etc.G

Local Brand

A brand that is sold and mar#eted Fdistributed and "romotedG in a relatively small and restricted

&eo&ra"hical area. A local brand is a brand that can be found in only one country or re&ion. It may be

called a re&ional brand if the area encom"asses more than one metro"olitan mar#et. It may also be a

brand that is develo"ed for a s"ecific national mar#et@ hoever an interestin& thin& about local brand is

that the local brandin& is mostly done by consumers then by the "roducers. Exam"les of ocal ;rands in

Seden areStomatol@Mi!erierna etc..

Bra&+ &a(e

he brand name is


12/81

commercial source of "roducts or services. A brand oner may see# to "rotect"ro"rietary ri&htsin

relation to a brand name throu&h trademar# re&istration. Advertisin& s"o#es"ersons have also become

"art of some brands@ for exam"le4 Mr. hi""leofCharmintoilet tissue andony the i&erof Kello&&s.

ocal ;arandin& is usually done by the consumers rather then the "roducers.

T2pe% o* bra&+ &a(e%

;rand names come in many styles A fe include4

Acro&2(4 A name made of initials such as (S or I;M

De%cr#pt#$e4 Dames that describe a "roduct benefit or function li#e hole %oods or Airbus

A))#terat#o& a&+ rh2(e4 Dames that are fun to say and stic# in the mind li#e 'eeses (ieces or )un#in

)onuts

E$ocat#$e4 Dames that evo#e a relevant vivid ima&e li#e Ama+on or Crest

Neo)og#%(%4 Com"letely made-u" ords li#e ii or Koda#

Fore#g& 9or+4 Ado"tion of a ord from another lan&ua&e li#e 6olvo or Samsun&

Fou&+er%; &a(e%4 sin& the names of real "eo"le li#e =elett-(ac#ard or )isney

Geograph24 Many brands are named for re&ions and landmar#s li#e Cisco and %u!i %ilm

Per%o*#cat#o&4 Many brands ta#e their names from myth li#e Di#e or from the minds of ad execs li#e

;etty Croc#er

he act of associatin& a "roduct or service ith a brand has become "art of"o" culture.Most "roducts

have some #ind of brand identity@ from common table saltto desi&ner !eans. Abrandnomeris a brand

name that has collo


13/81

transcend trends and have "ositive connotations. ;rand identity is fundamental to consumer reco&nition

and symboli+es the brands differentiation from com"etitors.

;rand identity is hat the oner ants to communicate to its "otential consumers. =oever@ over time@

a "roducts brand identity may ac


14/81


15/81


16/81

here is a difference beteen brand extension and line extension. A line extension is hen a current

brand name is used to enter a ne mar#et se&ment in the existin& "roduct class@ ith ne varieties or

flavors or si+es. hen Coca-Colalaunched H)iet Co#eH and HCherry Co#eH they stayed ithin the

ori&inatin& "roduct cate&ory4 non-alcoholic carbonated bevera&es. (rocter / 3ambleF(/3G did li#eise

extendin& its stron& lines Fsuch as %airy Soa"G into nei&hborin& "roducts F%airy i


17/81

ith the emer&ence of stron& retailers@"rivate labelbrands@ also called on brands@ orstore brands@ also

emer&ed as a ma!or factor in the mar#et"lace. here the retailer has a "articularly stron& identity Fsuch

as Mar#s / S"encerin theKclothin& sectorG this Hon brandH may be able to com"ete a&ainst even

the stron&est brand leaders@ and may out"erform those "roducts that are not otherise stron&ly branded.

!&+#$#+ua) a&+ Orga,at#o&a) Bra&+%

here are #inds of brandin& that treat individuals and or&ani+ations as the H"roductsH to be branded.

(ersonal brandin&treats "ersons and their careers as brands. he term is thou&ht to have been first used

in a 1::8 article byom (eters. %aith brandin&treats reli&ious fi&ures and or&ani+ations as brands.

'eli&ious media ex"ert(hil Coo#ehas ritten that faith brandin& handles the


18/81

CHAPTER4'

!&+u%tr2 a&+ Co(pa&2 Pro*#)e

'.1 !&+u%tr2 Pro*#)e

The T9o 7hee)er Mar>et G)oba))2

he to-heeler industry is concentrated in the develo"in& orld@ es"ecially China and

India@ hich to&ether account for over half the total orldide sales of to-heelers.

he a"anese manufacturers@ =onda@ 5amaha@ Su+u#i and Kaasa#i@ dominate the to-

heeler industry &lobally. Currently@ all ma!or to heeler mar#ets@ exce"t India@ are

dominated either by a"anese firms or their !oint ventures.

=ero =onda Motor Cycles imited@ an Indian motorcycle com"any is the orld leader

by sales.

Motorcycles are used for many different "ur"oses. Some use it for daily commutin&

F es"ecially in develo"in& and under-develo"ed orldsG and for hobby "ursuitsF in

develo"ed orldG. =arley )avidson@ 'oyal Enfield@ ;M@ 5amaha etc are the

com"anies that satisfy this hobby "ursuit of the "eo"le@ the orld over.

T9o 7hee)er Mar>et3 The !&+#a& Sce&ar#o

he Indian to-heeler industry can be divided into three broad cate&ories4 scooters@

motorcycles and mo"eds. Each of these cate&ories can be further se&mented on the basis

of several variables@ li#e "rice@ en&ine "oer@ ty"e of i&nition@ and en&ine ca"acity.

oday@ India is the second lar&est "roducer and customer of to-heelers in the orld.

he Indian to-heeler industry has under&one a si&nificant chan&e over the "ast 10

years ith the "reference chan&in& from mo"eds to scooters@ and more recently@ from

scooters to motorcycles. ith the reduction in the "rice differential beteen scooters and


19/81

motorcycles@ there has been a "erce"tible shift toards motorcycles because of their

better stylin&@ hi&her fuel efficiency@ and hi&her load carryin& ca"acity.

f late@ scooters have made a resur&ence. =onda Motors and Scooters India imited is

the mar#et leader in the scooter se&ment. Also female centric to-heelers li#e (e"

have &ained ma!or "ortion of the mar#et.

R#%e o* a Pro+uct3 The Motorc2c)e%

Motorcycles are the most ex"ensive of all to-heelers. hey are more "oerful than

scooters and mo"eds@ have the hi&hest load carryin& ca"acity Fhich is essential for rural

areasG@ are fuel-efficient@ have better road &ri"@ and are also the most ex"ensive. ;esides@

motorcycles are vieed as NtrendyO in the urban areas as com"ared ith scooters and

mo"eds.

he fortunes of the motorcycle industry chan&ed after the announcement of the liberal

licensin& "olicy in 1:92 here by forei&n collaboration ere alloed. In 1:92@ the

3overnment alloed forei&n "layers to enter the industry throu&h !oint ventures. ithin

four years@ the 6S 3rou" tied u" ith Su+u#i@ the =ero 3rou" ith =onda@ the Escorts

&rou" ith 5amaha and ;a!a! Auto imited F;a!a! AutoG ith Kaasa#i. 6S / Su+u#i

introduced Ind-Su+u#i in 1:9*@ =ero =onda Motors imited F==MG launched C)100

in 1:9,@ and both Escorts and ;a!a! Auto launched their models in 1:9-98.

Also@ ne entrants have entered the mar#et by introducin& their "roducts at loer "rice

"oints@ hile the existin& "layers have announced "rice cuts. his has led to "rice

com"etition in the domestic mar#et.


20/81

Mar>et Seg(e&t *or Motorc2c)e%

he motorcycle mar#et in India can be se&mented on the basis of "rice and "oer. he

motorcycle mar#et is divided into five se&ments. Ba%#c categor2models "riced beteen

's.$0@ 000 - 's.*0@ 000. =ere the focus is @ by and lar&e@ on "rice and fuel efficiency. In

this cate&ory@ ;a!a! Auto has (latina @ ==M has C)-)eluxe and 5amaha has Crux. In

the %ta&+ar+ categor2i.e. ;eteen 's.$1@ 000 B 's.*2@ 000@ ;a!a! Auto has (latina-

12,@ ==M has S"lendor and S"lendor D3 and 5amaha has Alba and 3S-,.

E=ecut#$e categor2models "riced beteen 's.*$@000 and ,,@000. hese are models

ith a"anese and Euro"ean standards of en&ineerin&@ stylin&@ manufacturin& and ridin&

comfort. his se&ment has stron& brand such as 6ictor F6SG@ (assion (ro and Su"er

S"lendor F==MG@ )iscover F;a!a! AutoG@ 3ladiator F5amahaG@ Stunner and Shine

F=MSIG and Tesus FSu+u#iG. De)u=e categor2F's.,@ 000 B 's.8@000G includes %T-S

and %T-1 F5amahaG@ =un# and C;T treme F==MG@ (ulsar1,0 and 190 F;a!a!G@

A"ache F6SG@ nicorn F=MSIG and 3S-1,0 ' FSu+u#iG. Pre(#u( categor2 models

"riced above 's. ,@000. ;a!a! Auto has the (ulsar 200 and 220@ A"ache- '' E%I

F6SG and '1, F5amahaG and Kari+ma F==MG. ==M is the mar#et leader in the

motorcycles se&ments. Since =onda has alays been one of the &lobal "ioneers in

develo"in& fuel-efficient en&ine technolo&y@ the uni


21/81

'." Co(pa&2 Pro*#)e

!&+#a a(aha Motor Pr#$ate L#(#te+

India 5amaha Motor FI5MG is a 100 subsidiary of 5amaha Motor Cor"oration of

a"an. he com"any has its manufacturin& unit in %aridabad and Sura!"ur@ hich

su""orts the "roduction of motorcycles for domestic as ell as overseas mar#et.

(resently 10 models roll out of this to "lant.

5ear of Establishment uly 1@ 1:,, F5amaha a"anG

Industry Motorcycle manufacturin&

International =ead


22/81

;uild the innin& eam ith ca"abilities for success@ thrivin& in a climate for action

and deliverin& results. ur em"loyees are the most valuable assets and e intend to

develo" them to achieve international level of "rofessionalism ith "ro&ressive career

develo"ment. As a &ood cor"orate citi+en@ e ill conduct our business ethically andsocially in a res"onsible manner ith concerns for the environment.

3ro throu&h continuously innovatin& our business "rocesses for creatin& value and

#noled&e across our customers thereby earnin& the loyalty of our "artners / increasin&

our sta#eholder value.

Core co(pete&c#e%

1. Customer U1

5amaha "ut customers first in everythin& they do. hey ta#e decisions #ee"in& the

customer in mind.

2. Challen&in& S"irit

5amaha strive for excellence in everythin& they do and in the


23/81

en&ine technolo&y and %'( "rocessin& technolo&y as ell as control and com"onent

technolo&ies.

It can also be said that their cor"orate history has ta#en a "ath here N"eo"leO are the

fundamental element and their "roduct creation and other cor"orate activities have

alays been aimed at touchin& "eo"le?s hearts. heir &oal has alays been to "rovide

"roducts that em"oer each and every customer and ma#e their lives more fulfillin& by

offerin& &reater s"eed@ &reater mobility and &reater "otential.

As a com"any that ma#es the orld its field and offers "roducts for the land@ the ater@

the snofields and the s#y@ 5amaha Motor strives to be a com"any that Noffers ne

excitement and a more fulfillin& life for "eo"le all over the orldO and to use our

in&enuity and "assion to reali+e "eo"les? dreams and alays be the ones they loo# to for

Nthe next Kando.O

Kando is a a"anese ord for the simultaneous feelin& of dee" satisfaction and intense

excitement that "eo"le ex"erience hen they encounter somethin& of exce"tional value.

Ma&u*actur#&g proce%%

I5Ms manufacturin& facilities com"rises of 2 state-of-the-art (lants at - %aridabad

F=aryanaG and Sura!"ur Fttar (radeshG. Currently 10 models roll out of the to 5amaha

(lants. he infrastructure at both the "lants su""orts "roduction of motorcycles and its

"arts for the domestic as ell as oversees mar#et. At the core are the ,-S and (M

activities that fuel a&ile Manufacturin& (rocesses. hey have In-house facility for

Machinin&@ eldin& "rocesses as ell as finishin& "rocesses of Electro"latin& and

(aintin& till the assembly line. he strin&ent 7uality Assurance norms ensure that our

motorcycles meet the re"uted International standards of excellence in every s"here.As an

Environmentally sensitive or&ani+ation e have the conce"t of HEnvironment-friendly

technolo&yH in&rained in our Cor"orate (hiloso"hy. he Com"any boasts of effluent


24/81

reatment "lant@ 'ain ater - =arvestin& mechanism@ a motivated forestation drive. I5M

td. is IS0-1*001 certified. All our endeavors &ive us reason to believe that sustainable

develo"ment for 5amaha ill not remain merely an idea in "i"eline.

a(aha;% Motorc2c)e operat#o&% #& !&+#a

Co&c)u%#o&

As the auto industry itnessed yet another year of &ood sales@ there is clear evidence that

the dynamics of the Indian to-heeler industry has chan&ed si&nificantly over the last

fe years. hile everyone #nos that there has been constant shift in demand toards


25/81

motorcycles from &eared scooters. 6arious com"anies have entered into the to-heeler

industry.

here are various com"etitors of 5amaha comes from =ero =onda. he driver of &roth

for =ero =onda as the launch of entry level@ value-for-money bi#e NC)-)anO and the

u"&raded version of NS"lendorO and N(assionO. he com"any hich had lost its mar#et

share in %502 has made a stron& comebac# and re&ained its share.

Secondly another com"any ;a!a! is also leadin& in the to-heeler in the mar#et. he

success ;a!a!?s latest model (ulsar has hel"ed the com"any to stay clear of ado"tin& an

a&&ressive "rice reduction strate&y. ;esides@ the recently launched C100 had also

en!oyed a fair de&ree of success. 6S is also tryin& to ca"ture the &ood mar#et share by

introducin& the different models of bi#es. he industry has no ac


26/81

customer ex"ectations.

Attractive desi&n and colours.

Stron& brand name all over the

orld as ell as in India.

Availability of easy finance

schemes from ;ussan Auto

%inance.

se of latest technolo&y for

"roduction.

o maintenance and lo

ex"enses "er #ilometer.

Do it comes ith a chan&ed

handlebar hich is more

comfortable to drive.

Availability of the "roduct in the

mar#et.

;road and intensive distribution

netor# across the country.

Indian mar#et.

%e "eo"le are not satisfied ith the

milea&e of the bi#es.

Dot &ivin& "romotional schemes for

lon&er time "eriods.

(oor advertisement of the "roduct.

OPPORT5N!T!ES THREATS

he Sales may be increased if

advertisements are made more

attractin& to the youn& &eneration

and the advertisement is made

ith any celebrity.

ar&etin& the u""er-middle class

"eo"le and the youn& &eneration.

'etailer?s motivation.

)emand is increasin& ith the

o end cars li#e AA Dano are

eatin& aay the share of hi&h end

motorcycle manufacturers.

;a!a! and 6S are also "roducin&

same se&ment bi#es at same "rice ithmore "oerful en&ine.

;a!a! (ulsar is the stron&est rival ith

hi&h "erformance and fre


27/81

time in the motorcycle se&ment.

ne of the best and "o"ular brands

of the orld@ so com"any can use

its brand ima&e for advertisin& and

attractin& "eo"le.

he vast rural mar#et is

o""ortunity in aitin& by caterin&

to attractive financial schemes.

)ifferent effective "romotional

schemes of com"etitors.

=onda Motors / Scooters imited is

"ursuin& Indian Motorcycle Mar#etvi&orously.

Chapter /

Data co))ect#o&

)ata collected is an elaborate "rocess in hich the researcher ma#es a "lanned search for

all the relevant data. )ata is the foundation of all mar#etin& research. It is the ra

material ith hich a researcher functions.

4.1 Primary Data

(rimary )ata is the ori&inal data collected by the researcher. It has a s"ecific "ur"ose of

addressin& the "roblem at hand. ne set of


28/81

researcher.. he res"ondents had to be in the a&e &rou" beteen 19 B 0 years and they

must on a to-heeler in =yderabad

Metho+% o* +ata Co))ect#o& u%e+3

@ue%t#o&&a#re3In "ersonal intervies@ res"ondents are face to face ith the

intervieer@ thus com"lex and varied


29/81

Design the questionnaire to overcome the

respondents inability and unwillingness to answer

the questions

Determine the questionwording

Decide on question

structure

Arrange the questions in a proper

sequence

Identify the form and layout

Reproduce the

questionnaire

liminate bugs by pre!

testing

1


30/81

CHAPTER /

F#&+#&g% Data A&a)2%#%

1. AGE OF THE RESPONDENTS

Age Group F#gure Perce&t

nder 20 5ears 2 8.,$

21-2, 5ears 1,1 *$.89

2-$0 5ears 98 2,.218

$1-$, 5ears $9 11.01*

$-*0 5ears 19 ,.218

*1-,0 5ears 19 ,.218

Above ,1 5ears 8 2.02:

A 'ES(D)EDS $*, 100.000


31/81

All the "ossible a&e &rou"s from 19 years of a&e till 0 years of a&e ere

considered. Since youn&sters are the ma!or mar#et for the motorcycles@ a&e &rou"

21-$, ere a&&ressively surveyed. As is evident from the sam"le data@ "referencefor motorcycle &oes on decreasin& as the a&e limit crosses $, years. A&e limit

above ,1 years is the least attractive se&ment for the motorcycle com"anies. o

be a leader in the motorcycle mar#et @ thus@ every com"any should try to "ursue

19-$, years of a&e. ;etter still if the com"any is able to cater to distin&uish

beteen these sub-se&ments.

". RESPONDENTS PROF!LE3


32/81

Occupat#o& F#gure Perce&t

Student 1*$ *1

ffice Em"loyee 10: $2

%actory or#er 12 $

Sho" ner 21

;usiness Man 1 ,

(rofessional Flayers@ doctorsG $: 11

%armer $ 1

thersF 'etired "ersonnelG 2 1

A 'ES(D)EDS $*, 100


33/81

All the occu"ation &rou"s ere tried to be covered. Ma!ority of the sam"le as students@

the ma!or mar#et of motorcycles. Also this se&ment is most volatile. 5amaha can

levera&e this se&ment by "rovidin& them certain motivations Fli#e increased number of

free servicesG. ffice &oers come second. )istant third come "rofessionals F doctors@[email protected]. o&ether these three se&ments ma#e for 9, "ercent of the motorcycle mar#et

in the surveyed &rou". hese se&ments should be holistically "ursued to emer&e a mar#et

inner.


34/81

'. 7h#ch t9o (otorc2c)e attract% 2ou a )ot

Mo+e) Ser#e%1-*#r%t

pre*ere&ce

Ser#e%"-%eco&+

pre*ere&ce

Ser#e%'

(ulsar1,0 $9 29 10*

Kari+ma TM' 28 *: 10$

'1, 22 29 82

Kari+ma $$

(ulsar190 2, 11 1


35/81

A"ache 1* 2: ,8

(ulsar200 2 ,2

%T-S 12 19 *2

%a+er 10 18 $8

(ulsar220 * 2 $*

Ser#e%1 *#r%t pre*ere&ce Ser#e% " %eco&+ pre*ere&ce

Ser#e%'-%er#e%1"-%er#e%"

In the surveyed &rou"@ clearly (ulsar 1,0 is the first "reference. Kari+ma TM' is

the second most "referred brand. 5amaha has three models in the to" ten most

"referred bi#es namely@'1,F third most "referred bi#eG@ %T-S Fei&hth most

"referred bi#eG and %a+er Fninth most "referred bi#eG. Also effectiveness of brand

"romotion by constant bombardment is de"icted from the (ulsar Model bi#es

from the stables of ;a!a!. (ulsar is mainly "ositioned in consumers bi#es as Nthe

bi#eO.

/. The%e (otorc2c)e% be)o&g to 9h#ch co(pae%

Bajaj a(aha

Hero

Ho&+a T6S HMS! Su,u># Other

A"ache '' $.*9 $.00 ,.,1 9.8 0.2: 0.2: 0.2:

(ulsar1$, :8.$: 2.0$ 0.2: 0.2: 0 0 0


36/81

Kari+ma TM' 1.1, 1.** :.2$ 0 1.12 0.2: 0

%a+er 0.2: 1$.0* 2.:0 *.:$ 9.:: 9.:: 1.12

3S1,0 ' 0.2: 1$.0* 2.:0 *.:$ 9.:: 9.:: 1.12

C;% Stunner 1.** 1.** 1$.2 2.$0 9.:: 11.,: 0.,9


37/81

he most stri#in& feature of this


38/81

Co(pa&2 Perce&tage

;a!a! 28.9$

5amaha 19.9*

=ero =onda $:.1$

=onda *.$,

6S 9.80

Su+u#i 1.1

=ero =onda Motorcycles imited F the orld leader in salesG to"s the list. Dext

comes ;a!a! Auto imited. %olloed by India 5amaha Motorcycles td. 5amaha far

outei&hs its ma!or rivalsF bi& brothers in the Indian mar#etG-6S@ =onda. his

establishes the fact that 5amaha needs to "romote its bi#es a&&ressively. It is very

much feasible for 5amaha to become number three in the Indian mar#et. his also


39/81

establishes the fact that consumers "refer 5amaha bi#es as an efficient bi#e

manufacturer ith the ca"ability to satisfy their inherent bi#in& needs. Also since

youth se&ment as the a&&ressively "ursued brand@ this bodes ell for 5amaha.

Some stimulus is needed to &ain the "oc#et share of consumers com"ared to 6 and=MSI.

. Spec#*2 2our %ource *or a9are&e%% o* (otorc2c)e%.

Source Perce&tage

6C% 1:.*2

Des"a"er 1.91

Ma&a+ine 1,.,

Shoroom 12.18%amilyL %riends 2$.88

Internet 9.*1

=oardin&s 2.:0

'oad Sho 0.98

thers 0.00


40/81

Interestin&ly family and friends to"s the ma!or source of aareness for

motorcycles. his as s"ecifically true in the case of students. hus "ositionin&

itself as a >manufacturer of safety first? bi#es@ com"anies tar&etin& this com"any

stand a &ood chance to be the mar#et leader. ;ut also@ this is the most styleconscious se&ment. hus it is im"erative to maintain the style e

Factor Perce&t

%amilyL %riends *0.00

3irl %riend 12.8,

=oardin& *.0

Sho ff ,.,1

(ersonal Ex"erience 2:.29

Information from )ealerL Shoroom 1.8*

est )rive $.1:

'esale 6alue 2.:0


41/81

thers 0.,9

Across all a&e &rou"s@ family and friends as the most influencin& factor in the

"urchase of motorcycles. Also since students FyouthG are the ma!or mar#et for

motorcycles@ favourable "ositionin& as a value brand@ the motorcycle manufacturercan &ain acce"tance. In the a&e of nuclear families@ "arents are the main source of

influence. hus motorcycle com"anies should "osition themselves as a Nsafety firstO

bi#e manufacturers. %or all other a&e &rou"s@ "ersonal ex"erience is the main

influencin& factor. 7uality is im"erative to &ain acce"tance. Satisfied customers


42/81

s"read a "ositive ord for the brand. Also tend to become re"eat buyers. hus

satisfyin& the needs in a better ay than com"etitors ill cata"ult 5amaha to be the

mar#et leader in the Indian mar#et.

. Co(pa&2 2ou a%%oc#ate 9#th rac#&g

Ma&u*acturer Perce&tage

;a!a! 1.,2

5amaha *,.,1

=ero =onda 1.2$

6S *.$,

=onda 8.9$

Su+u#i :.,8


43/81

5amaha is #non as a racin& bi#es manufacturer. 5amaha?s ' 100 is still

revered for its "ic#-u" and s"eed. S"eed ;i#in& is mainly attributed to 5amaha.

It holds the record for maximum ins in 3rand (rix. he 3overnment of India is

investin& heavily in roads and hi&hays. (ro"erly "ursuin& the inherent racin&

tendency in youn&sters by "rovidin& racin& bi#es ill set 5amaha a"art from its

com"etitors. ill no@ no Indian manufacturer has "rovided the su"er bi#es.

hese bi#es are mainly im"orted. Settin& u" s"eed bi#es manufacturin& ill

"rovide 5amaha early mover advanta&e in the Indian mar#et. Also this can be

com"etitive advanta&e for 5amaha. ;ut caution must be "rovided to train safe

bi#in& habits amon&st the consumers.

. 7h#ch b#>e 2ou %tro&g)2 a%%oc#ate 9#th 2outh

Ma&u*acturer Perce&tage

;a!a! 2:.9

5amaha $*.20

=ero =onda 28.9$

6S $.1:

=onda $.*9

Su+u#i 1.*,

5amaha is the bi#e of the youth. In the survey conducted@ it far outei&hed ;a!a!

and =ero =onda. Most stri#in& feature as that all the res"ondents@ irres"ective of

the a&e &rou"s o"ted 5amaha as truly associated ith youth. 5outh bein& the ma!or

mar#et for motorcycles@ it is a favourable outcome of 5amaha?s >5outh


44/81

A""roaches?. %T series and '1, are the bi#es desi&ned ith youth in mind. 5amaha

should further ex"lore this "rofitable se&ment and try to more than satisfy this

se&ments needs.

1. 6a)ue po%#t#o&g o* (otorc2c)e% #& the (#&+% o* co&%u(er%

Tra+#t#o&a

)

A+$a&ce+ Re)#ab)eI H#gh

St2)#%h

I Tre&+

Tech&o)og

2

Tru%t9orth

2

Per*or(a&c

e Sport2 Setter

HeroHo&+a ,*.*: 20.,9 ,1.,: $,.$ 18.:8 $$.2

Bajaj 2*.:$ $$.:1 2:.,8 $0.82 2*.* 29.::

a(aha :.,8 $1.,: 11.01 22.$2 *0.98 18.:8

T6S $.88 $.88 *.$, $.88 ,.22 ,.22

HMS! 2.0$ .8 1.8* *.:$ ,.90 $.*9

Su,u># 2.0$ $.*9 0.98 2.:0 *.$, *.:$

$.1: 0 0.98 0 1.1 ,.90

!&&o$at#$e

Goo+

Pa%%#o&ate

A**or+ab)e

M#)eage Pr#ce

Hero Ho&+a 2,.22 ,1.99 $0.82 $8.9

Bajaj 2*.:$ 20.98 2*.0 2:.29

a(aha 28.,* 9.12 20.98 :.,8

T6S *.* 11.,: 8.,* 1,.,

HMS! .$9 *.$, .: *.$,

Su,u># ,.,1 2.:0 $.1: 2.$2

,.90 0.2: .8 0

Interestin&ly for attribute F barrin& technolo&y@ "erformance and affordabilityG

there seemed to be lac# of customer satisfaction on other #ey attributes. hese

are the attributes to be "ursued reli&iously and conveyed to the consumers. hese

are some of the attributes that can be "ositioned in the minds of consumers to


45/81

satisfy their unmet needs. =ero =onda dominates nearly all the attributes. his

elucidates the reason for its mar#et leader "osition. 5amaha as a brand leads as

bein& the most innovative and most stylish bi#es manufacturer. his su""orts the

endeavor of 5amaha as the >youth centric?. his ma#es it all the more li#eablebrand amon& the youth@ the ma!or mar#et for motorcycles. 5amaha should

assiduously "ursue this se&ment to out-beat its com"etitors.


46/81


47/81

11. Gaug#&g co&%u(er% attach(e&t 9#th the bra&+%.

Bra&+ Reco((e&+er% Pre*erer%

;a!a! $,.$ 2:.9

5amaha 21.1 20.98

=ero =onda $*.*: $8.10

6S .8 9.12

Su+u#i $.1: 1.8*

=MSI 2.0$ 2.$2


48/81

=ero =onda is the most "referred bi#e hile ;a!a! is the most recommended brand in

the surveyed &rou". his shos an interestin& dichotomy on "art of consumers. Ideally

there should be a common yardstic# for li#in& of a bi#e. 'es"ondents had ran#ed ;a!a!

hi&her on > advanced technolo&y? and >stylish? vis-V-vis =ero =onda. May be this is the

reason for this dichotomy. 5amaha as ad!ud&ed as the most stylish bi#e@ but is not the


49/81


50/81

Mar#et leader "osition doesnot indicates that the brand is revered by all. =ero

=onda Motorcycles@ the most sellin& bi#es brandF in the orldG by volumes is

also a no-no for $.88 of the res"ondents. ,.,, of the res"ondents are averse

to ;a!a!. his establishes that it is im"ossible for any sin&le brand to satisfy the

mar#et as a hole@ hence the utility of se&mentation. 5amaha fairs much better

com"ared to other brands. his a&ain establishes the im"ortance of "romotional

activities. Au&mented "romotional activities on national scale can cata"ult

5amaha far ahead of 6S and =MSI.

1'. Rea%o&% *or reject#o&3

Baja

j

a(ah

a

Hero

Ho&+a

T6

S

HMS

!

Su,u>

#

TOTA

L

Already have 1 1

;ad en&ine 1 1 2


51/81

;alancin& "roblem 2 1 $

Chain set "roblem 1 1

)ue to obsolescence 1 1

%riends comments 2 1 , 9

=i&h maintenance $ $ $ $ 12

=i&h "rice 1 2 1 2 9 20

ac# of Aareness 1 10 1$ $0

ac# of &ood models $ 10 $ 22

ess features 1 1 2

ess "ic#u" 1 1

ess 6arieties 11 , 2 19

o milea&e : , 1 11 2

lo "erformance 1 1 1 1* 9 * 2:

Dever tried 1 1

Do connection ith youth 1 1

Do interest in brand 1 1 1 $

Do li#in& for the brand * 2 : 8 29

Do ne models $ $

Dot attractive 1 * 1 1: * 19 *8

Dot comfortable 2 $ ,

Dot com"etitive 1 1 2

Dot innovative 1 1 * $ 1 10

(ast ex"erience 1 1 2 $ 1 9

(ast mar#et "erformance 2 1 $

Baja

j

a(ah

a

Hero

Ho&+a

T6

S

HMS

!

Su,u>

#

TOTA

L

(oor after sales service 2 2 $ * 11

(oor brand ima&e 2 1 1 10

'esale value 2 1 2 1

Shoc#er "roblem 2 2

Short in si+e 2 2

est drive * *

6ery common 1 $ *

ea# body@ Dot reliable 1 1 , * 18

TOTAL 1: $9 1$ 10* 8 :$


52/81

Several 'easons ere attributed for re!ection. e &ra"hed to" 1, reasons for this

re!ection. =ere some tandem as seen as "er the mar#et "osition of the to" 2 "layers in

the Indian motorcycle se&ment. ;oth =ero =onda and ;a!a! have les ne&ative attributes

assi&ned to them. Im"rovin& on other attributes and these attributes in&eniously can

levera&e 5amaha to much better mar#et share. Also 5amaha is ay ahead com"ared to

other brands. his au&ments ell for 5amaha. 5amaha should hone u"on the milea&e

"roblem. Ma!ority of the res"ondents com"lained about 5amaha?s lo avera&e attribute.

Also their bi#es are "ositioned as costly. his "resents uni


53/81

should be ta#en that "ro"er se&mentation is "ositioned in the minds of consumers

re&ardin& "oer bi#es and economical bi#es.

1/. Bra&+ Per%o&a)#t2 o* !&+#a a(aha Motor P$t. Lt+.

per%o&a)#t2 Perce&tage

5uvra! Sin&h .0:

M S )honi 9.::

=rithi# 'oshan 11.$0

ohn Abraham 8$.2

b!ective behind as#in& this


54/81

by this findin&. It comes distant , even hen ade


55/81

0 20 40 60 80 100 120 140 160 180

BLACK

BLUE

CREAMGREEN

GREY

MAROON

METTALIC

ORANGE

PINK

PURPLE

RED

SILVER

WHITE

YELLOW YELLOW

WHITE

SILVER

RED

PURPLE

PINK

ORANGE

METTALIC

MAROON

GREY

GREEN

CREAM

BLUE

BLACK

0 10 20 30 40 50 60 70 80

BLACK

BLUE

CREAM

GREEN

GREYMAROON

METTALIC

ORANGE

PINK

PURPLE

RED

SILVER

WHITE

YELLOW

BROWN BROWN

YELLOW

WHITE

SILVER

RED

PURPLE

PINK

ORANGE

METTALIC

MAROON

GREY

GREEN

CREAM

BLUE


56/81

he ob!ective behind this


57/81

;lue 9.80 hite 8.$,

'ed 20.00 ;lac# 9.::

;lac# ,:.*2 3reen 10.*$

;lue 1$.$$

5ello 2*.0

'ed 2*.0

0 10 20 30 40 50 60 70 80 90

NO. OF SAMPLES

BLACK

BLUE

GREEN

GREY

METTALIC

PURPLE

RED

SILVER

WHITE

YELLOW

MAROON

ORANGE

BROWN

CREAM

COLOR

MC NON FAVOURITE COLOR CREAM

BROWN

ORANGE

MAROON

YELLOW

WHITE

SILVER

RED

PURPLE

METTALIC

GREY

GREEN

BLUE

BLACK


58/81


59/81

;lue 9.::

'ed 19.,,

;lac# 1.8*

'ed and ;lac# are the ma!or bi#e-colours ith the res"ondents. ;lue comes distant third.

Motorcycle-Com"anies should concentrate on these colours and try to brin& as many

variants in these colours. 5amaha ith its %a+er bi#es has successfully launched bi#es in

red@ blac# and red-blac# colour. A"art from red@ blac#@ blue@ silver other colours are

ne&li&ent in vehicles. his also "rovides o""ortunity for com"anies. hey should try and

"rovide some ne colours to consumers. (ro"er mar#et testin& should be done. his

may thro u" some unex"ected o""ortunities.

0 20 40 60 80 100 120 140 160 180 200 220

NO. OF SAMPLES

BLACKBLUE

CREAMGREEN

GREYMAROON

METTALICPURPLE

REDSILVERWHITE

YELLOW

COLORS

MODEL COLOR

YELLOW

WHITE

SILVER

RED

PURPLE

METTALIC

MAROONGREY

GREEN

CREAM

BLUE

BLACK


60/81


61/81

18GSuits (ersonality 19G 6ibrant 1:G Maintenance %ree 20G 'eli&ious 21G

Sober

22G Dever %ade 2$G )ustLScratch less visible 2*G (assionate 2,G %un#y

2G others "lease s"ecify4 WWWWWWWWWWWW

hey ere as#ed to o"t for the attributes they thin# is "rovided by the colours they

chose.

he res"onses varied for each colour as-

FACTORS FOR CHOOS!NG BLAC?


62/81

FACTORS FOR CHOOSING BLACK

0 5 10 15 20 25 30 35

O!"#$M%&'%&'%R"(&)&*+$

,&-"#%'B#&)!.+'/$*-"#

P%$$&*'%S%"

P#*"$$&*N","# %"

S+&$S%#

R&!

A#%&,"R%

S(&$!S*!&$&

T#"'D""'U'&7+"

D+$ #""M%!*Y*+!

S*#

S!&'

FACTO

RS

NO. OF SAMPLES

S"#&"$2S"#&"$1

FACTORS FOR CHOOS!NG RED


63/81

FACTORS FOR CHOOSING RED

0 2 4 6 8 10 12

D+$ #""M%&'%&'%'"S*!&$&%"

S+&$

,&-"#%'A#%&,"N","# %"

R% I%)"R&!S%"

R"(&)&*+$U'&7+"B#&)!

P#*"$$&*'%(S%#S*#D""'S(&$!Y*+!

M%!*T#"'S!&'

COLORS

NO. OF SAMPLES

S"#&"$1

FACTORS FOR CHOOS!NG BL5E


64/81

0 1 2 3 4 5 6

NO. OF SAMPLES

M%!*S%"

B#&)!R&!

R% I%)"D""'

A#%&,"P#*"$$&*'%(

M%&'%&'%'" #""S*!&$&%"

Y*+!U'&7+"S!&'N","# %"

.+'/S%#

S+&$ "#$*'%(&S(&$!S*#

FACTORS

FACTORS FOR CHOOSING BLUE

S"#&"$1

FACTORS FOR CHOOS!NG S!L6ER


65/81

0 05 1 15 2 25 3

NO. OF SAMPLES

M%!*Y*+!

T#"'S*#R% I%)"

S%#B#&)!

S(&$!S+&$ "#$*'%(&

,&-"#%'D+$ #""

R&!S*!&$&%"U'&7+"

S%"M%&'%&'%'"

S!&'

FACTORS

FACTORS FOR CHOOSING SILVER

S"#&"$1

1. Regar+#&g Motorc2c)e +e%#g& 9hat are the #(porta&t a%pect%.


66/81

Regar+#&g MC De%#g& Perce&tage

;ody StyleL )esi&n 1.8*

=i&h Contrast Color 9.*1

Com"onent Color 1,.08

Stic#er )esi&n 21.1

;ody Color *9.::

'idin& Comfort *.*

0

2040

6080

100120

140160

180

NO. OF SAMPLES

B* C*(*# S&/"#

D"$&)'

C**'"'

C*(*#

H&)!

C*'#%$

C*(*#

R&&')

C**#

B*

S("9

D"$&)'

FACTORS

IMPORTANT FACTORS OF MC DESIGN

S"#&"$1

S"#&"$2

o" features o"ted by the res"ondents ere-

;ody colour@ stic#er desi&n and com"onent colour. Sur"risin&ly@ ridin& comfort and

body style ere loer on the count. his may be com"rehended as consumers ta#e

ridin& comfort and body desi&n as an acce"ted@ irrefutable offerin& and they further as#

for these aesthetic features. Also since youth is the ma!or mar#et for motorcycles@ this

shos the demandin& "references of today?s youn&er &eneration.


67/81

hey need bi#es to flaunt besides servin& the basic bi#in& ants.

hus@ to &ain lar&er share of the mar#et com"anies should focus on these and other

innovative aesthetic a""eals in the models. 5amaha has lately offered several such

innovations. his has resulted in ever &reater mar#et share for 5amaha in the Indian

mar#et.

". our Drea( Motorc2c)e

Mo+e) perce&tage (o+e) perce&tage

hunderbird 0.98 Achiever 0.2:

%T-1 1.1 A"rilia 0.2:

Machismo 1.1 Caliber 0.2:

A"ache '' 1.*, )iscover 1$, 0.2:

;ullet 1.8* 3s1,0' 0.2:

(ulsar190 2.0$ Intruder 0.2:

'100 2.0$ KM::0 0.2:

C;' 2.$2 M01 0.2:

C;T treme 2.$2 (assion 0.2:

)ucati 2.:0 (ulsar1$, 0.2:

'oyal Enfield Classic $.*9 (ulsar200 0.2:%a+er $.88 ' 0.2:

;ullet ,00 *.:$ 'a!doot 0.2:

=arley )avidson *.0 S"lendor 0.2:

(ulsar220 ,.90 ;ullet $,0 0.,9

'1 *.$, )iscover 100 0.,9

Aven&er ,.22 3lamour 0.,9

Kari+ma .8 S"lendor "lus 0.,9

Kari+ma TM' 8.,* =un# 0.98

Kaasa#i Din!a 9.*1 (ulsar1,0 0.98

'1, :.,8 =ayabusa 10.1*

he ob!ective behind as#in& this


68/81

and as"irations evolve ith a&e. Also@ financial stability alon& ith "ersonality

ty"e is also an im"ortant consideration.

5amaha has seven bi#es in the treasured cate&ory. his shos that 5amaha has

an avid folloin& amon&st the consumers.

"1. Top three cha&&e)% 2ou 9atch (o%t

1%t Pr#or#t2 "&+ Pr#or#t2 'r+ Pr#or#t2 9e#ghte+

en s"orts 19 1* 10 :2

6 12 20 1$ 9:

;indaas 19 19 11 101

=; $$ 12 12:

Star nes $0 1* 9 12

Star S"orts 19 22 12 110

Colors *2 2 10 199

ES(D *, 1* 20 19$

Tee v 21 ,* 1: 1:0

Sony *, *9 12 2*$

Star (lus 82 $9 1$ $0,

)iscovery 9* 29 19 $2

Aa!ta# :0 * 20 $92

Mtv :: * 1* *0$

D)6 10, ** 19 *21

9e#ghte+*#r%t pr#or#t2'%eco&+ pr#or#t2"th#r+ pr#or#t2


69/81

7e#ghte+-F#r%t pr#or#t2' -Seco&+ pr#or#t2" -Th#r+ pr#or#t2

b!ective behind this


70/81

s"ecial s"ortin& festivals li#e 20@ com"anies should "rovide 6C% round the

year on ES(D.

Idiot box is the favourite source of "ast time for ma!ority of Indians. hus this

medium should be considered for maximum brand aareness.

Also this can be a very &ood medium to influence "arents as youth ma!orly

de"end u"on their family for their on motorcycles. If cleverly "ursued@ this can

be a ma!or influence on elders re&ardin& safety of bi#es li#e on mothers hile

they are atchin& their favourite soa"s.


71/81

CHAPTER

CONCL5S!ONS

F1G 5amaha is the most favourite brand amon&st youths in the Indian mar#et.

F2G 5amaha is re&arded as the ori&inal ma#ers of racin& bi#es by the

res"ondents.

F$G 5amaha is the third most "referred brand after =ero =onda Motorcycles

td. And ;a!a! Auto td.


72/81

F*G 5outh FStudentsG are the ma!or mar#et for motorcycles in India.

F,G %amilyLfriends@ 6C% and nes"a"ers are the ma!or source of aareness for

motorcycle brand aareness.

FG Ma!or influencin& factors in the "urchase of bi#es are-familyL friends@"ersonal ex"erience and &irl friend.

F8G '1,@ %a+er@ %T-S from 5amaha are amon&st the to" ten favourite bi#es in

the surveyed &rou".

F9G =ero =onda and ;a!a! are considered as brands ith most consumer

favourable attributes. hey are also the brands most li#ely to be

"referred and recommended.

F:G 5amaha is ay ahead in overall consumer favourable res"onse com"ared to6S@ Su+u#i@ =MSI.

F10GMa!ority of the Consumers "refer red and blac# colour in &eneral and also

in their bi#es.

F11G5amaha has maximum number of models in the dream bi#es cate&ory.

F12G(ulsar variants from the ;a!a! stable is the most favourite model from any

com"any.

RECOMMENDAT!ONS


73/81

;ased on research@ folloin& recommendations are made to 5amaha

F1G 5amaha should ex"and its %T series. It should "romote neer models. 5amaha is

seen as the bi#e of youth. Also 5amaha is ori&inally considered as the racin& bi#e

manufacturer.

F2G 5amaha should s"onsor youth festivals. It should consider every contact "oints

that can be made ith the youth.

F$G 5amaha should also introduce bi#es in the economical ran&e. (oor milea&e is

seen as the ma!or drabac# associated ith the 5amaha bi#es.

F*G 5amaha should actively consider brand "romotions. 5amaha lac#s as far as brand

"romotion is considered com"ared to other brands.

F,G 5amaha has much favourable "osition in the minds of consumers as com"ared to6S@ Su+u#i and =MSI. 5et it comes distant fifth in the Indian motorcycle

mar#et. It shos lac# of consumer?s confidence. )irected "romotions toards

this concern should be vi&orously held on the national scale.

FG Com"any should focus on after-sales service. (roficient service ill "rovide

5amaha a leadin& ed&e.

F8G 5amaha should consider and "ro!ect itself as a service oriented or&anisation.

oday consumers demand effective and "rom"t continuous service. 5amaha

should meet and exceed this ant of consumers.


74/81

REFERENCE

.su+u#imotorcycle.co.in

.honda2heelersindia.com

.herohonda.com

.ba!a!auto.com

.tvsmotor.in

.icra.inLfilesL()%LS"ecialCommentsL2010-%ebruary-to-heeler."df

.siamindia.com

htt"4LL."tines.com

he Economic imes
http://www.suzukimotorcycle.co.in/http://www.honda2wheelersindia.com/http://www.herohonda.com/http://www.bajajauto.com/http://www.tvsmotor.in/http://www.icra.in/files/PDF/SpecialComments/2010-February-two-Wheeler.pdfhttp://www.siamindia.com/http://www.ptinews.com/http://www.suzukimotorcycle.co.in/http://www.honda2wheelersindia.com/http://www.herohonda.com/http://www.bajajauto.com/http://www.tvsmotor.in/http://www.icra.in/files/PDF/SpecialComments/2010-February-two-Wheeler.pdfhttp://www.siamindia.com/http://www.ptinews.com/


75/81


76/81

Chapter

ANNEK5RE

@5EST!ONNA!RE

BRAND !MAGE OF MOTORCCLES

P)ace 4XXXXXXXX

Mo+e) &a(e 4XXXXX

1. Na(eXXXXXXXXXXXXXX. 2.

AgeXX.

$. hat is your occu"ationY


77/81

1G Student 2G ffice Em"loyee $G %actory Em"loyee *G Sho" ner

,G ;usiness (erson G (rofessionals F)r.@ ayer...G 8G %armer 9G others4

WWWWWWWWWWWWWW

*. hich motorcycle attracts you a lotY a.G WWWWWWWWWWWWWWWWW b.G

WWWWWWWWWWWWWWW

,. hich com"any the folloin& motorcycle brand belon&s Y

. hich brand you li#e the mostY

1.G ;a!a! 2.G5amaha $G =ero =onda *.G=onda ,.G 6S .G Su+u#i

;a!a! 5amah

a

=ero

=onda

6S =MSI Su+u#

i

thers

A"ache

''

(ulsar1$,

Kari+ma

TM'

;a!a! 5amah

a

=ero

=onda

6S =MSI Su+u#

i

thers

%a+er

3S1,0'

C;%

stunner


78/81

8. (lease s"ecify your source of aareness for motorcycles4

1.G 6C% 2.G Des"a"er $G Ma&a+ine *.G Shoroom ,.G %amilyL %riends

.G Internet 8.G =oardin&s9.G 'oad Sho :.Gthers@ "l+ s"ecifyXX..

9. hatLho influenced you more for "urchasin& a motorcycleY

1G %riendsL %amily 2.G 3irl %riend $.G =oardin&s *.G Sho off ,.G (ersonal

Ex"erience .G Information from )ealer L motorcycle sho" 8.G est )rive 9.G'esale

value :G thers@ "l+ s"ecify

:. hich com"any you associate ith racin&Y

1. ;a!a! 2. 5amaha $. =ero =onda *. 6S ,. =onda .Su+u#i

10. hich com"any you stron&ly associate ith youthY

1. ;a!a! 2. 5amaha $. =ero =onda *. 6S ,. =onda .Su+u#i

11. hich of the ordsLstatements you thin# best describes the folloin& com"aniesY

=ero=onda

;a!a! 5amaha 6S =MSIF=ondaG Su+u#i

raditional

Advanced

echnolo&y


79/81


80/81


81/81

1G ;ody color 2G Stic#er )esi&n $G Com"onent Color *G =i&h Contrast Color

,G ther (lease S"ecify4WWWWWWWWWWWWWWWWWW

20. hat is your dream motorcycleY Model Dame - XXXXXXX.

21. o" $ channels you atch most.. 1XXXXX.. 2XXXXXX. $XXXXXX.

Brand Image of Motorcycles of Yhkamaha

Documents

Transcript of Brand Image of Motorcycles of Yhkamaha