Poject Report on HERO-Moto-Corp (Marketing)

7/30/2019 Poject Report on HERO-Moto-Corp (Marketing)

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PREFACE

During the 80s, Hero Moto Corp (previously Hero Honda) became the first company in India to

prove that it was possible to drive a vehicle without polluting the roads. The company introduced

new generation motorcycles that set industry benchmarks for fuel thrift and low emission. A

legendary 'Fill it - Shut it - Forget it' campaign captured the imagination of commuters across

India, and Hero Moto Corp (previously Hero Honda) sold millions of bikes purely on the

commitment of increased mileage. In today world customer is the king irrespective of whatever

the business may be ,wherever the operations may be .A good business organization is known

by its strong customer loyalty, which turns to become a unified family.

The project assigned to me by the company was a market study on 100cc bikes among the

dealers and customers with special reference to Hero Moto Corp (previously Hero Honda) dealer

and loyalty of customers towards the bike. The objective of the study was to find out the dealers

and customers opinion about the 100cc bikes with special reference to Hero Moto Corp

(previously Hero Honda) dealer to understand how market fluctuations affect their strategic

decision. The research methodology was descriptive in nature encompassing a sample of

200customers for in-depth analysis It was observed that 80%of the respondents are interested to

purchase Hero Moto Corp (previously Hero Honda) motor vehicle .are in the age group of 18-35.

A large part of respondents with majority of 60% are satisfied with the availability of spare part

and remaining 40% says no. It was observed that the 92% resplendence are either highly satisfied

are just satisfied and remaining 8% are dissatisfied. Different models Hero Moto Corp

(previously Hero Honda) vehicles can be introduced for ladies, with better comfort, speed and

power, so that it can cater to the changing tastes of women.


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More service station should be established in every part of the city, so those customers have an

easy accessibility. With a strong sales and service network of 650 Authorized dealership, 1500

authorized service centers and over 1000 certified service points, Hero Moto Corp (previously

Hero Honda) is growing from strength to strength. Hero Moto Corp (previously Hero Honda)

motor should also start producing other models and should add a different style and variety to

their product line. This will surely attract more customers. This will help to increase the existing

goodwill and position in the market. The experience gained during the analysis and drawing

inferences was an exciting and informative exercise under the guidance of unit head.


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INTRODUCTION TO TOPIC

HISTORYABOUT THE CHAIRMAN

Brijmohan Lall MunjalSeeding a Dream

"Don't dream if you can't fulfill your dreams'' Brijmohan Lall Munjal is often fond of saying. The

founder and patriarch of the $ 2.8 billion Hero Group is your classic first generation

entrepreneur. He is a man who started small, dreamt big and used a combination of grit and

perseverance to create one of the country's largest corporate groups and the World's No.1 Two

Wheeler Company. Instinctive from a young age, Brijmohan Lall made a rather unusual start in

life. Around the time when the freedom movement in India was taking shape in the late 1920s,

he walked into a newly opened Gurukul (Indian heritage school) near his home in Kamalia (now

in Pakistan). He was only six years old then. Thus began an extraordinary tale of courage and

perseverance. Brijmohan began his business story after partition in 1947, when he and his

brothers relocated to Ludhiana. The family set up a company that provided poor people with

basic transport (cycles). Three decades later, as India evolved, he added a second crucial chapterwhich visualized affordable and technologically superior transport to millions of middle class

Indians. The rest is history.

Building Relationships When Brijmohan and his brothers started out, there was no concept of

organized dealer networks. Companies just produced, and most dealers functioned like traders.

Brijmohan changed the rules of the business by trusting his gut instincts; introducing business

norms that were ahead of their time, and by investing in strategic relationships. Brijmohan built a

series of bonds and networks with hundreds of family members, vendors, dealers and employees.Much like the Japanese keiretsu system, these networks are now the glue that holds the Hero

Group together. "Thanks to the relationships that we have nurtured so passionately in the Hero

Family, the younger generations of some of our bicycle dealers have become dealers of Hero

Moto Corp (previously Hero Honda). These relationships have survived through generations -

through bad times and good times'' the patriarch now reminiscences. Besides bonding with his


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vendors and dealers, Brijmohan has been personally responsible for kindling a spirit of

entrepreneurship amongst his employees, and today, 40 of his former employees are successful

entrepreneurs.

Staying Ahead Though not technically qualified in the conventional sense, few of his

contemporaries have understood the dynamics of technology better than Brijmohan Lall has. He

could always visualize the applicability of technology before others could. For example, in the

1980s, when all two-wheeler companies in India opted for two-stroke engine technology,

Brijmohan preferred a four-stoke engine - a technology that dramatically increased fuel

efficiency and reduced maintenance costs. This technology was one of the biggest reasons for

Hero Moto Corp (previously Hero Honda)'s stupendous success. Time and again, Brijmohanmanaged to steal a march over his industry peers. For example, when Honda Motors of Japan

was looking for a collaborator in the 1980s, the Hero Group was not high up the pecking order

initially as there were other more eligible and established suitors. Yet it didn't take long for the

astute Japanese to realize that the Hero Group and Honda had much more in common than earlier

perceived; there a sharp focus on financial and raw material management, and employee turnover

was low. Honda officials were also amazed to find that the Munjals were already practicing

"Just-in-time-inventory" at the time (JIT). It turned out that Brijmohan Lall's aspiration to

provide cheap transportation to India's poor by default ensured lean and costeffective operations.

This in turn increased vendor efficiency and led to near-zero inventories.

A Corporate Citizen A frugal upbringing and a value system modeled on the famous Gurukul

system - which stresses the sanctity of the teacher-pupil relationship - imbibed in Brijmohan a

strong sense of social commitment and responsibility. There is a special place in his heart for

Ludhiana, the city where he took roots. Today, Ludhiana is a modern, bustling city, but

Brijmohan has played no mean role in its evolution. Several schools and educational institutions

in Ludhiana owe their existence to the Munjal family. The Ludhiana Stock Exchange owes its

existence to Brijmohan's vision as does the Ludhiana Flying Club. He's also set up the not-

forprofit Dayanand Medical College and Hospital-an institute now rated as one of the best

medical colleges in India, in terms of infrastructure, quality of staff and alumni profile. In and

around Dharuhera, near the first Hero Moto Corp (previously Hero Honda) plant, Brijmohan and


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his family have left their stamp of philanthropy. The Raman Kant Munjal Foundation - which

Brijmohan set up in memory of his eldest son, today runs a higher secondary school and a very

modern and well-equipped 100-bed hospital at Dharuhera. The group has also adopted numerousvillages and provides education, vocational training, drinking water, roads, streetlights and

sewerage.

The Board of Directors of The Hero Moto Corp (previously Hero Honda)

Group Comprises of : -

Mr. Brijmohan Lall Munjal Chairman

Mr. Pawan Munjal Managing Director

Mr. Akio Kazausa Joint Managing Director

Mr. Kazumi Yanagida Director

Mr. Satyanand Munjal Director

Mr. Om Prakash Munjal Director

Mr. M P Wadhawan Director

Mr. S P Virmani Director

Mr. O P Gupta Director

Mr. M. Sudo Director

Mr. S Toshida Director

Mr. N N Vohara DirectorMr. Pradeep Dinodia Director

Gen. ( Retd.) V P Malik Director


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HERO MOTO CORP (PREVIOUSLY HERO

HONDA) MISSION

Hero Moto Corp (previously Hero Honda)s 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 Moto Corp

(previously Hero Honda) to new heights in excellence and helps the organization forge a unique

and mutually beneficial relationship with all its stakeholders.

VISION

Hero Moto Corp (previously Hero Honda) now the leader in the two wheeler industry. Leaders

are not born, they evolve over time. It all started on the auspicious. Baisakhi Day the 13th of

April 1984, when the Hero Moto Corp (previously Hero Honda) Motor Company joined hands.

On its journey to take on the No. 1 morale, Hero Moto Corp (previously Hero Honda) created

some prominent milestones.. This leadership has been achieved only because of its philosophy

to excel in all areas. In fact, passion to excel is a credo of the entire Hero Moto Corp (previously

Hero Honda) family and is a way of life in Hero Moto Corp (previously Hero Honda). The

changing Scenario of increasing competition and the entry of new brands has made the credo

even more relevant. It serves as a constant reminder to ensure excellence in providing service to

the customer. They are providing outstanding customer service. It is in keeping with Hero MotoCorp (previously Hero Honda)s own passionate commitment to provide ultimate customer

satisfaction. Today, they consistently meet and exceed all requirement on quality, cost and

delivery.


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OBJECTIVES

Hero Moto Corp (previously Hero Honda)s 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 Moto Corp

(previously Hero Honda) to new heights in excellence and helps the organization forge a unique

and mutually beneficial relationship with all its stake holders

ACHIEVEMENTS AWARDS AND

ACCOLADES

Year Awards & Recognitions 2009

ET Awards for Corporate Excellence - Hero Moto Corp (previously Hero Honda) is the winnerof the Company of the Year" award for 2008 - 09. NDTV Profit Business Leadership Award

2008 - Hero Moto Corp (previously Hero Honda) Wins the Coveted "NDTV Profit Business

Leadership Award 2008" Top Gear Design Awards 2008 - Hunk Bike of the Year Award NDTV

Profit Car India & Bike India Awards - NDTV Viewers Choice Award to Hunk in Bike

category India Times Mindscape and Savile Row ( A Forbes Group Venture ) Loyalty Awards -

Customer and Brand Loyalty Award in Automobile (two-wheeler) sector Asian Retail

Congress Award for Retail Excellence (Strategies and Solutions of business innovation and

transformation) - Best Customer Loyalty Program in Automobile category NDTV Profit Car

India & Bike India Awards - Bike Manufacturer of the year Overdrive Magazine - Bike

Manufacturer of the year TNS Voice of the Customer Awards:

2008


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No.1 executive motorcycle Splendor NXG No.1 standard motorcycle CD Deluxe No. premium

motorcycle CBZ Xtreme

2007

The NDTV Profit Car India & Bike India Awards 2007 in the following category:

Overall "Bike of the Year" - CBZ X-treme "Bike of the Year" - CBZ X-treme (up to 150 cc

category) "Bike Technology of the Year" - Glamour PGM FI

"Auto Tech of the Year" - Glamour PGM FI by Overdrive Magazine. "Bike of the Year" - CBZ

X-treme by Overdrive Magazine.

Ranked CBZ X-treme "Bike of the Year" -by B S Motoring Magazine Most Trusted Company

, by TNS Voice of the Customer Awards 2006. CD Deluxe rated as "No 1 standard motorcycle"

by TNS Voice of the Customer Awards 2006. 2006 Adjudged 7th Top Indian Company by

Wallstreet Journal Asia (Top Indian Two Wheeler Company). One of the 8 Indian companies to

enter the Forbes top 200 list of worlds most reputed companies. No. 1 in automobile industry by

TNS Corporate Social Responsibility Award.

Best in its class awards for each category by TNS Total Customer Satisfaction Awards 2006:

Splendor Plus (Executive) CD Deluxe (Entry) Pleasure (Gearless Scooters)

Splendor & Passion - Top two models in two wheeler category by ET Brand Equity Survey

2006. Adjudged 7th Top Indian Company by Wallstreet Journal Asia (Top Indian Two Wheeler

Company). Top Indian company in the Automobile - Two Wheeler sector by Dun & Bradstreet -

American Express Corporate Awards 2006. Hero Moto Corp (previously Hero Honda) Splendor

rated as India's most preferred two-wheeler brand at the Awaaz Consumer Awards 2006.

Certificate of Export Excellence for outstanding export performance during 2003-04 for two-

wheeler & three- wheelers - Complete (Non SSI) by Engineering Export Promotion Council.The

NDTV Profit Car India & Bike India Awards 2006 in the following category:


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Bike Maker of the Year Bike of the Year - Achiever Bike of the Year - Achiever (up to 150 cc

category) Bike of the Year - Glamour (up to 125 cc category) NDTV Viewers' Choice Award to

Glamour in the bike category

2005

Awaaz Consumer Awards 2005 - India's most preferred two-wheeler brand by CNBC in the

'Automobiles' category. Bike Maker of the Year Award by Overdrive Magazine. ICWAI

National Award for Excellence (Second) in Cost Management 2004 in the private sector

category by ICWAI. 10th Motilal Oswal Wealth Creator Award for as the most consistent wealth

creator for the period 1991-2005.

2004

Winner of the Review 200 - Asia's Leading Companies Award (3rd Rank amongst the top 10

Indian companies). GVC Level 1 (Highest Rating) by CRISIL for corporate Governance.

Adjudged as the Best Value Creator - Large Size Companies 2003-04 by The Outlook Money.

Corporate Excellence Award 2004 by Indian Institute of Materials Management. Adjudged as

the Organization with Innovative HR Practices by HT Power Jobs for HR Excellence. ICSI

National Award for Excellence in Corporate Governance 2004 by The Institute of CompanySecretaries of India.

2003

Winner of the Review 200 - Asia 's Leading Companies Award (3rd Rank amongst the top 10

Indian companies). Most Respected Company in Automobile Sector by Business World. Bike

Maker of the Year by Overdrive Magazine.

2002

Bike Maker of the Year by Overdrive Magazine. Winner of the Review 200 - Asia 's Leading

Companies Award (4th Rank amongst the top 10 Indian companies). Company of the Year of ET

Awards for Corporate Excellence. Ranked 4th in 'Overall Best Managed Company' category,

ranked 3rd in 'Best Financial Management' and 'Best Operational Efficiency' category, ranked


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6th in 'Overall Best Investor Relations' category, by Asiamoney. Highest Wealth Creating

Company of the Year Award by the Money. GVC Level 1 (Highest Rating) by CRISIL for

Corporate Governance.

2001

Bike Maker of the Year by Overdrive Magazine. Winner of the Review 200 - Asia 's Leading

Companies Award (9th Rank amongst the top 10 Indian Companies). Winner of Three Leaves

Award for showing Corporate Environment Responsibility in the Automobile Sector by Centre

for Science & Environment.

1999 National Productivity Award for the Best Productivity Award in the category ofAutomobile & Tractor presented by Vice President of India. 1995 The Analyst Award 1995

presented to Hero Moto Corp (previously Hero Honda) Motors Ltd. on being ranked 9th amongst

the most investor rewarding companies in India. 1995 National Award for outstanding

contribution to the Development of Indian Small Scale Industry (NSIC Award - Presented by

President of India). 1991 Economic Times-Harvard Business School Award for Corporate

Performance to Hero Moto Corp (previously Hero Honda) Motors Ltd.


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AUTO INDUSTRY- A REVIEW

INTRODUCTION

The Rs. 5500 crore Indian two wheeler segment is the second largest market fin the world after

China. Indias two wheeler production is the third largest in the world after Japan and China.

India has a welldeveloped two wheeler market with around 25 million households owning two-

wheeler. The Indian two wheeler industry made a modest beginning in the early 1950 when

Automobile Product of India ( API ) started manufacturing scooter in India. Until 1958. API and

Enfield( motorcycle) were the only two in production. In 1948, Bajaj auto began trading in

imported Vespa scooter and the threewheeler- finally, in 1960s. it set up shop to manufacturer

them in technical collaboration with piggaio of Italy. The agreement expired in 1971. In the

initial stages, the scooters segment was regulated regime, foreign company was not allowed to

operate in India, and waiting time for getting Bajaj scooters was as high as 12 years. Java, and

escort. While the Enfield bullet was a four strokes bike, the Java and Rajdoot were two-strokes

bikes. The motorcycles industry was originally dominated by Enfield with 350 cc bikes. The

motorcycles industry was cc segment. The two wheelers segment was opened up to foreign

competition in the mid 1980s which saw the entry of the Japanese manufactures into the count


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COMPANY PROFILE

The Hero Moto Corp (previously Hero Honda) story began with a simple vision the vision of amobile and an empowered India, powered by Hero Moto Corp (previously Hero Honda). This

vision was driven by Hero Moto Corp (previously Hero Honda)'s commitment to customer,

quality and excellence, and while doing so, maintain the highest standards of ethics and societal

responsibilities. Twenty five years and 25 million two wheelers later, Hero Moto Corp

(previously Hero Honda) is closer to fulfilling this dream. This vision is the driving force behind

everything that we do at Hero Moto Corp (previously Hero Honda). We understood that the

fastest way to turn that dream into a reality is by remaining focused on that vision. There were

many unknowns but we kept faith, and today, Hero Moto Corp (previously Hero Honda) has

been the largest two wheeler company in the world for eight consecutive years. Our growth has

kept compounding. The company crossed the ten million unit milestone over a 19-year span. In

the new millennium, Hero Moto Corp (previously Hero Honda) has scaled this to 15 million

units in just five years! In fact, during the year in review, Hero Moto Corp (previously Hero

Honda) sold more two wheelers than the second, third and fourth placed two wheeler company

put together. With Hero Moto Corp (previously Hero Honda), the domestic two wheeler market

was able to show positive growth during the year in review. Without Hero Moto Corp

(previously Hero Honda), the domestic market would have actually shrunk. Over the course of

two and a half decades, and three successive joint venture agreements later, both partners have

fine-tuned and perfected their roles as joint venture partners. What the two partners did was

something quite basic. They simply stuck to their respective strengths. As one of the world's

technology leaders in the automotive sector, Honda has been able to consistently provide

technical knowhow, design specifications and R&D innovations. This has led to the development

of world class, value - for- money motorcycles and scooters for the Indian market. On its part,the Hero Group has taken on the singular and onerous responsibility of creating world-class

manufacturing facilities with robust processes, building the supply chain, setting up an extensive

distribution networks and providing insights into the mind of the Indian customer. Since both

partners continue to focus on their respective strengths, they have been able to complement each

other. In the process, Hero Moto Corp (previously Hero Honda) is recognized today as one of the


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most successful joint ventures in the world. It is therefore no surprise that there are more Hero

Moto Corp (previously Hero Honda) bikes on this country's roads than the total population of

some European countries put together! The company's meteoric growth in the two-wheelermarket in India stems from an intrinsic ability to reach out and come closer to its customers, with

every passing year. Hero Moto Corp (previously Hero Honda)'s bikes are sold and serviced

through a network of over 3500 customer touch points, comprising a mix of dealers, service

centres and stockists located across rural and urban India. Hero Moto Corp (previously Hero

Honda) has built two world-class manufacturing facilities at Dharuhera and Gurgaon in Haryana,

and its third and most sophisticated plant at Haridwar has just completed a full year of

operations. It is difficult to imagine that all this has happened in the span of just two and a half

decades! The best is yet to come. During the year in review, Hero Moto Corp (previously Hero

Honda) powered its way in a market that, for all practical purposes, was feeling the full effects of

the economic slowdown in India. With an economic recovery now clearly on the cards, Hero

Moto Corp (previously Hero Honda) is all set to ride into another summit. As Brijmohan Lall

Munjal, the Chairman, Hero Moto Corp (previously Hero Honda) Motors succinctly puts it, "We

pioneered India's two wheeler industry, we've steered it through difficult times; now it is our

responsibility to set the pace again.''

New Models The company has a large portfolio of brands, with the moneyspinners being mainly

Splendor Plus (the world's largest selling bike) and Passion. However, the company claims it was

the launch of the 150cc CBZ and 225cc KARIZMA which established Hero Moto Corp

(previously Hero Honda) as an inspirational brand. "The launch of CBZ and KARIZMA got us

into a different league altogether. Although the sales are just about 3,000 a month, it made us an

overall bike company, Hero Moto Corp (previously Hero Honda) would launch a new model of

the KARIZMA by the end of current year, the Managing Director, Mr. Brijmohanlal Munjal,

said. Meanwhile, the company is yet to decide on the location of its proposed Fourth

manufacturing unit. The feasibility study is on' ', he said, adding that the new plant was likely to

come up in the next 18 months. New launches are likely to help Hero Moto Corp (previously

Hero Honda) gain a market share in the coming quarters. Hero Moto Corp (previously Hero

Honda) Motors Ltd, has launched a new 100-cc four-stroke bike, CD deluxe and Dawn is likely


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to be phased out of the market once the new model sells ``10,000 plus'' units per month. Sales

Performance Hero Moto Corp (previously Hero Honda) went against the grain and created a

growth trajectory all of its own. Sales of the company grew by over 11 per cent in volume termsand in value terms; they grew by over 19 per cent. Effectively, this helped the company end the

year with a market share of around 60 per cent. This robust performance helped the company

increase earnings margin 120 basis pointsa remarkable feat, considering that elsewhere in the

world, the automobile industry went through its worst year in recent history.

Hero Moto Corp (previously Hero Honda)s performance in its silver jubilee year helped it retain

its position as the worlds largest two wheeler company for the eighth year in a row. It also

helped the company cross the 25 million unit markbecoming the first company in India toreach this milestone. Last year, two new models were launched, namely CBZ XTREME and

HUNK to address super-style and economy segments. Passion pro has found its position firm

amongst Indian models, only next to Splendor, the largest selling bike in the world in terms of

sales performance. CBZ was re-launched as CBZ XTREME, in April 2007, with changes and

value additions to cater to specific needs of the customers. Reportedly CBZ XTREME is doing

well in its segments and has sold over 10,000 units in the initial months itself. Hero Moto Corp

(previously Hero Honda) has targeted a sale of over 3 million bikes for the year 2009-10. This

effort is supplemented by a major launch this year, in October end; this bike will have some

exclusive features and will be in the 200cc plus range. There are some ambitious programmes of

launching a new range of bikes with technical support from Honda in the coming years. With a

slew of such measures the capacity available at present locations can at best support two-million

production target at the existing plants. The company, therefore, is looking at the possibility of

setting up a third plant to meet the future demand and for which techno-economic study is in

progress.

New Initiatives Customer and customer satisfaction is the purpose of our being an entity. To

increasingly understand him and make him part of our ongoing business. Customer related

initiative has been the increase of warranty period to three years since July 2008. This has

attracted a great deal of customer attention. During the year the company has added nearly a

hundred dealerships and SSPs. In terms of sheer numbers, the network has grown by 16% during


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the year 2008-09. We would endeavor to increase our reach to every corner of this country. Plans

for the future In the previous year, the domestic two-wheeler industry entered a period of de-

growth. However, this was arrested in 2008-09, largely on the back of Hero Moto Corp(previously Hero Honda)'s performance. After the blip of last year, the two-wheeler industry

went back to a growth phase, largely driven by Hero Moto Corp (previously Hero Honda) and

exports. The industry clocked total volumes of 8.5 million during the year in review, a growth of

5 per cent compared to a fall of 5 per cent in the previous year. The pace of growth was lower in

the domestic market, where the industry clocked sales of 7.43 million, a rise of only 2.60 per

cent. This, however, was a significant improvement over previous year when the industry had

shrunk by 8 per cent. Motorcycles continue to constitute the largest chunk of the two wheeler

industry, and during the year in review, accounted for four fifth of sales. Interestingly, for the

second year in succession, scooters increased their share in the two-wheeler pie from 14 per cent

to 16 per cent. This is clearly a trend reversal from the last 10 years, where the share of scooters

in the two-wheeler pie had been shrinking. Changing lifestyles among women, and the

introduction of feature-rich, high-quality scooters possibly has much to do with the revival in

demand

The entry segment made up of basic 100 cc bikes -Had started slowing two years ago, and

during the year in review, sales in this segment were down by more than 15 per cent. This could

be attributed to the fact that deluxe segment bikes have become affordable on account of a 4 per

cent excise cut, 1 per cent reduction in CST and the special package of reduction in excise duty

in December, which most manufacturers passed on to the consumers. The deluxe segment-made

up of value for money and feature-rich bikes in the 100-125 cc category-grew by 15.2 per cent.

The 125-250 cc category-grew at 8.8 per cent. The pace of growth has fallen from last year's

levels. There is no doubt that the higher interest rates have brought down growth. Nevertheless,

this segment was still able to clock a growth rate in high single digits mainly because of the

excitement caused by a slew of new models that came into this segment during the year. The

bigger story, of course, is that buyers in small-town India and rural India, as well as employees

of the state and Central government, were relatively less affected by the slowdown, and this

benefitted the two wheeler industry.


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The legend of Hero Moto Corp (previously Hero Honda)

What started out as a Joint Venture between Hero Group, the world's largest bicyclemanufacturers and the Honda Motor Company of Japan, has today become the World's single

largest two wheeler Company. Coming into existence on January 19, 1984, Hero Moto Corp

(previously Hero Honda) Motors Limited gave India nothing less than a revolution on two-

wheels, made even more famous by the 'Fill it - Shut it - Forget it ' campaign. Driven by the trust

of over 5 million customers, the Hero Moto Corp (previously Hero Honda) product range today

commands a market share of 48% making it a veritable giant in the industry. Add to that

technological excellence, an expansive dealer network, and reliable after sales service, and you

have one of the most customer- friendly companies.

Customer satisfaction, a high quality product, the strength of Honda technology and the Hero

group's dynamism have helped HHML scale new frontiers and exceed limits. In the words of

Mr. Brijmohan Lall Munjal, the Chairman and Managing Director, "We will continue to make

every effort required for the development of the motorcycle industry, through new product

development, technological innovation, and investment in equipment and facilities and through

and through efficient management."

History Of Company

1984

The Company was Incorporated on 19th January, at New Delhi. The Company Manufacture

motor cycles up to 100 cc capacity. The Company was promoted by Hero Cycles (P) Ltd.

(HCPL).

The Company entered into a technical-cum-financial collaboration agreement with Honda Motor

Co. Ltd., Japan (HML). As per this collaboration agreement, HML was to furnish complete

technical information and know-how and trade secrets and other relevant data.

Hero Moto Corp (previously Hero Honda) CD-100 is the first four stroke motorcycle to be

introduced in India in 100cc range. Its most attractive features are fuel efficiency and its light


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weight. CD-100 will be equipped with electronic ignition system, illuminated speedometer, 4

speed gear box, neutral and flasher indicators, etc. 15 No. of equity shares subscribed for by the

promoters, etc. In November, 119,99,985 No. of equity shares issued at par of which 71,99,985shares reserved for allotment as under:

(i) 31,19,998 shares to Hero Cycles (P) Ltd., Hero Investments (P) Ltd., and BahadurChand Investments (P) Ltd.

(ii) 31,20,000 shares to Honda Motor Co. Ltd., Japan and(iii) 9,59,987 shares to friends and association of promoters. Out of the balance 48,00,000

shares, 2,40,000 shares were reserved for subscription by the employees of the

Company and 96,000 shares by business associates. The remaining 44,64,000 shares

were offered at par for public subscription during November.

1985

The Company embarked on its 2nd phase of expansion of increasing its installed capacity from

1,20,000 to 1,50,000 vehicles per annum by the addition of several critical aliminium and steel

components.

1986

36,00,000 rights equity shares issued at par in prop. 3:10.

1987

The Company offered 6,00,000 - 15% secured redeemable non-convertible debentures of Rs 100

each for cash at par on rights basis in the proportion 1 debenture: 18 equity shares. Another

3,00,000 - 15% debentures were allotted to retain oversubscription. Thedebentures were to be

redeemed at a premium of Rs 5 per debenture on the expiry of the 7th year from the date of

allotment of the debentures

3,75,000 rights equity shares issued at par in prop.3:10

1989.

The Company introduced a new model "Sleek" during July.850 No. of equity shares forfeited.

1990

The Company was planning to launch a new model motor cycle-CD 100 SS sutiable to

semi-rural conditions. In the domestic market the Company was reported to have a market share


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of 46%.- 850 forfeited shares reissued.

1994

The Company proposed to expand the capacity of existing plant at Dharuhera to 2,40,000 nos.per annum. Another plant with an installed capacity of 1,50,000 nos. per annum at Gurgaon

Industrial Estate was being set up.

The Company issued 39,79,500 bonus shares to the existing shareholders in the ratio of 1:4. The

Company also issued 28,557 number of fractional coupons representing 14,250 shares against

which shares shall be allotted to presenting the same for consolidation and allotment. The

Company's production and turnover increased to 1,83,490 motorcycles and Rs.483.85 crores

respectively due to growth in demand for two wheelers and declining inflation.

1995

14,420 bonus shares issued by way of consolidation of fractional coupons. - A new Technical

Collaboration Agreement has been signed with Honda Motor Co. Ltd., Japan for the period up to

the year 2004 which includes technology related to models of higher Engine displacement. The

Company allotted 39,79,500 No. of Equity Shares of Rs. 10/- each as Bonus shares on 7th

February, by way of capitalization of General Reserves.

The Company had issued 28557 No. of Fractional Coupons representing 14.250 shares against

which the Shares shall be alloted on presenting the same for consolidation and allotment.

1997

Hero Moto Corp (previously Hero Honda) Motors has launched its newest motorcycle, the

Street, a 100 cc bike designed for use in congested urban traffic conditions. Hero Moto Corp

(previously Hero Honda) Motors Ltd (HHML) has set up a new motorcycle plant in Gurgaon,

near Delhi for the manufacture of the Honda Super Cub 100 cc step thro bike. Hero Moto Corp

(previously Hero Honda) has set up a new state-of-the-art plant, heralding a new phase of

development of motorcycle industry in India, to provide the most modern and technologically

advanced production facilities.

Hero Motors of the Rs.1,600 crore Hero group, as part of its globalisation plan, has set up a plant

in Brazil for manufacturing hero winner scooters.

A new step thru model `Street-100' with unique feature was launched on 24th January.

1998


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The company proposes to increase the share capital to 5 crore equity shares of Rs. 10 each, 4

lakh cumulative redeemable preference shares of Rs. 100 each and 4 lakh cumulative convertible

preference shares of Rs. 100 each with power to increase or reduce it from time to time. Thecompany further proposes to capitalise Rs. 19,96,87,500 from general reserve to share capital

through issue and allotment of bonus shares. Altogether, 1,99,68,750 fully paid bonus shares will

be allotted and distributed to members of the company holding equity shares of the company in

the proportion of one bonus share for every fully paid equity shares of Rs.10 each. Motorcycles

major Hero Moto Corp (previously Hero Honda) is considering entry into scooters in

collaboration with partners, Honda Motors, after the Japanese company decided to walk out of

Kinetic Honda, their scooter venture with the Firodias of Pune. Honda Motors recently pulled out

of its joint venture with the Firodias in which it held a 51 per cent equity stake.

Honda Motor Company Ltd of Japan (Honda) and Kinetic Honda Motor Ltd (KHML) have

signed a five-year licence and technical assistance agreement under which KHML will continue

to receive the technical knowhow, critical vehicle parts and access to Honda's markets even after

the sale of Honda stake in KHML to Kinetic Engineering Ltd (KEL).

- The Company changed the paradigm in two-wheelers by launching the most powerful

and fast bike- CBZ with a unique feature of Transient Power Fuel Control (TPEC) system.

23,962,500 bonus shares issued in prop. 1:1.

1999

Hero Moto Corp (previously Hero Honda) Motors Ltd (HHML) and 20th Century Finance

Corporation Ltd have signed a Memorandum of Understanding (MoU) for financing of Hero

Moto Corp (previously Hero Honda) motorcycles.

The company, a joint venture between Honda Motor Company of Japan and Hero group of India

to produce four-stroke motorcycles, also aims to increase its share by 1 per cent to 38.6 per cent

during the current fiscal. Leading two-wheelers manufacturer Hero Motors has formed a joint

venture with Briggs Stratton of US to develop and manufacture four-stroke engines for mopeds

and scooters in India, a top company. Honda Motor Company of Japan has decided to re-enter

the scooter market in India as also foray into three-wheelers in a joint initiative with its existing

joint venture company Hero Moto Corp (previously Hero Honda) Motors Ltd.

2000


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Hero Moto Corp (previously Hero Honda) Motors Ltd. and Tata Finance Ltd. have signed a

national tie-up agreement. The Company is the largest manufacturer of motorcycles in the

country. The Company will relaunch its stepthru Stree Smart on Baisakhi 13th April. Hero MotoCorp (previously Hero Honda) Motors Ltd (HHML), has launched an upgraded version of the

existing step-through motorcycle - the Hero Moto Corp (previously Hero Honda) Street. The

Company was ranked as the 9th Highest Value Creator among 12 industry groups within the

Bombay Stock Exchange top 100 companies over a five year period (1994-99).

2001

Hero Moto Corp (previously Hero Honda) Motors Ltd. has launched a new 100cc motorcycle

named `Passion'. The Company has secured shareholders' approval for splitting one equity share

of Rs 10 each into five equity shares of Rs 2 each in the ratio of 1:5.

Hero Moto Corp (previously Hero Honda) Motors Ltd. has become the largest seller of

motorcycles amongst all Honda companies and ventures in the world by selling one million

motorcycles during the current financial year. Credit rating Agency Crisil has reaffirmed

outstanding `AAA' rating assigned to the proposed Rs 15 crore non-convertible debenture issue,

Rs 16 crore commercial paper programme and fixed deposit programme of Hero Moto Corp

(previously Hero Honda) Motors.

Promoter-Chairman of the country's largest motorcycle manufacturing company, Hero Moto

Corp (previously Hero Honda) Ltd, Brijmohan Lall Munjal has bagged the prestigious Ernst &

Young Entrepreneur of the Year (EOY) award here on September 27.


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CLASSIFICATION OF THE INDUSTRY

The two-wheeler segment can be categorized into the scooter, mopeds, and motorcycles.

Motorcycles: this segment has shown the best performance in the recent years. The market

leaders in this section are Bajaj Auto. TVS, Mahindra, Hero Moto Corp (previously Hero

Honda). [The splendor is the most popular segment among motorcycles.]

Two Wheeler Industry

It wasnt an easy year for the two wheeler industry. Rising interest rates and the economicslowdown resulted in delayed consumer decision making and a rise in loan defaults. Over the

course of the year, banks withdrew financing facilities from satellite towns. The share of

financing, which had increased rapidly to 50-60 per cent of the total retail sales by early 2007,

has now come down to below 30 per This came as a major setback for the two-wheeler industry.

Ongoing government investments very clearly emphasis inclusive growth through improved

connectivity, job-creation and improving quality of life. The rural road outlay has been upped by

close to 60 per cent, the budget for the Urban Renewal Mission has been hiked by 87 per cent,

and fund allocation to the ongoing National Highways program has been upped by 23 per cent.

Importantly, India has added fresh impetus to its flagship job creation program for rural India:

the National Rural Employment Guarantee Scheme. During 2008-09, this scheme, which

provides 100 guaranteed days of work a day for the countrys rural poor, provided employment

opportunities to more than 44 million households last year; a year ago, 33 million households

were covered. During the year, there have been important developments in two wheeler industry.

The competition has strengthened though there are hardly any new entrants into the industry.

There is an increasing emphasis on price and this has led to cost cutting efforts all across cent.

the industry, thereby, making the customer an ultimate beneficiary. The trend also saw

introduction of new motorcycles with capacity ranging from 100 to 250cc bikes. We anticipate

that many more new models will be launched during the year and provide customers plenty of

choice at competitive prices. Businesses cannot consistently grow at 25-30 per cent. Each


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business has a tendency to taper and plateau after attaining a particular size. An annual growth

rate of 10-12 per cent over a period of time is extremely healthy. The TCS study rankings are

conducted at the motorcycle segment level to provide comparisons among similar groups ofmotorcycles. Motorcycles ranking highest in their respective segments for TCS are: Hero Moto

Corp (previously Hero Honda) splendor plus (best standard motorcycle segment); Bajaj pulser

(best executive motorcycle segment); Hero Moto Corp (previously Hero Honda) karizma (best

premium motorcycle segment); and Royal Enfield Bullet Electra (best cruiser motorcycle

segment). "The relatively low score for the executive segment indicates that most manufacturers

have fallen short of meeting the high expectations of these buyers,".

Production, sales growth of the industry

The two-wheeler companies have been operating at high capacities due to high growth rates

between 2009 and 2008. The growth is expected to lead to increase in the capacities from present

52 lakh units to 65 lakhs per annum in the year 2009-10, whereas the actual production estimates

by that period at an estimated growth rate of 18% is only 60 lakhs. Charts showing two-wheeler

industry growth rates Demand

In India the two-wheeler provide an easy and popular mode of personal transport for the middle

classes. With public transportation system being inadequate and ineffective the demand for the

two wheeler is likely to rise. The two-wheeler sales are expected to touch the 5 million mark by

the end of the decade as against the annual sales of 35,49,271 in 2008-09. Technology With

liberalization and the increasing competition. The two- wheeler industry has witnessed

technological changes. The four- stroke engine is being introduced in place of the traditional

populations and fuel inefficient two stroke engine. The smaller capacity engine with the

electronic fuel injection is also being used. Bajaj auto is now feeling the need to increase its

technological competence. Wit the competition cashing in on the technological competence for

their collaborators. Emphasizes being laid on lighter and fuel- efficient vehicles. A class of

vehicle having fuel efficiency of a moped and sleekness and style of the motorcycles called

scooter is growing. The vehicles offer a fuel efficiency of 60-65 km p/h. They enter into new

segment, Bajaj Auto has come out with TVS with Scooty pep and Hero Moto Corp (previously


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Hero Honda) has come out with a Pleasure and upgraded version of sleek. Government policy

The excise duty on two-wheeler , which has previous 10 percent to 30 percent according to the

engine capacity, was rationalized is only two categories size. 15 percent for 75 cc enginecapacity and 25 percent for above 75 cc engine capacity the excise duty structure has been left

untouched since the 1993-94 budget.

The Indian two-wheeler industry is experiencing a major shift in its shape and structure. The

established players in the industry are taking a hard look at their portfolio of products and are in

the process of reshuffling them to meet the expectations of customers. The beneficiary is of

course the consumer, who has an increased array of products to choose from. The last four-five

years have brought about a great change in the consumer preferences for two-wheelers. Themarket leaders of yesteryears are being driven to maintain their leadership position in the

forthcoming years. Those who have had a great going in the last few years are fighting hard to

retain their new supremacy. The two-wheeler industry is perhaps the most happening place in

terms of new models launched, upgraded products and innovative marketing techniques. Gone

are the days of regulation when the production of scooters and motorcycles was limited to two or

three brands and the number of products produced was decided by the Government; today the

Indian two-wheeler market is highly competitive with numerous players who offer anything and

everything a consumer demands and that too at affordable price. From a sellers market where

one had to wait for a scooter for 12 years to the days when you can just walk into any showroom

and drive out in the vehicle of your choice, the market of two-wheelers in India has come a long

way. But this is only the beginning of the transformation.

Marketing and The Distribution

Like any other emerging country, India experienced the knock-on effects of the global crisis

during the year in review. The effects were felt through the monetary, financial and real

channels. Drying up of global finance impacted from the middle of the fiscal impacted domestic

capital finance; and corporate earnings came off peaks. In April 2009, Reserve Bank of India

predicted that the Indian economy's growth for 2008-09 would slow to 6.6 per cent, breaking an

excellent five-year growth sequence. There were two dimensions to the economic slowdown. In


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the first half, inflation ran into double digits as a result of the global crude shock and the global

food grain shortage. To control inflation, the RBI clamped down on money supply, and reduced

liquidity in the economy. By the time inflation started coming under control, domestic interestrates started shooting up. Meanwhile, the global crisis erupted, putting further pressure on

liquidity levels. By October 2008, slowdown was clearly apparent in export-intensive sectors,

both in the manufacturing and service side. By December, the slowdown turned into de-growth.

The cutback in demand from Europe and the US was so sharp that even a competitive rupee,

which devalued by around 12 per cent during the year, couldn't act as a buffer. By December

2008, the growth momentum of the first six months was lost. Planned investment projects were

shelved; live projects faced a shortage of funds as credit flows dried up. As money became

dearer, pay packets became slimmer and risk aversion grew both from the demand and supply

side. Compulsions of coalition politics at the Centre and the impending Lok Sabha elections

didn't help either, and slowed down reforms and implementation of projects, particularly in

critical sectors like roads, ports and power. The worst hit was the manufacturing sector. From the

second half of the financial year, the index of industrial production contracted on three

occasions, remained close to zero on two occasions, and was mildly positive only once. Two

Wheeler Financing Though two-wheeler are the most preferred from of transport in India, the

fact remains that it is a lower end market product. Most two-wheeler manufacturer like Bajaj

Auto and kinetic engineering have set up their own finance company since organized financiers

do not think the returns are particularly attractive. The argument given by some financiers is that

the price of a Yamaha or Hero Moto Corp (previously Hero Honda) is so high that people prefer

to buy a second hand car instead. This is particularly true of small town where people desire to

own a car and they have the means the two wheeler is then only a second vehicle for the family.

MARKET MECHANICS: Since 1985, when the first Hero Moto Corp (previously Hero Honda)

it has been and instant hit. A mileage miser with just about adequate performance further backed

by image of Honda and Hero Cycles brand of aggressive marketing, it climbed up the sales chart

outselling every other motorcycle by ten of thousands every year. Over the years, company has

received its share of accolades, including the National Association of India Award against 200

contenders.


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SEGMENTATION, TARGETING & POSITIONING

From the current segmentation, targeting & positioning and consumer surveys we found that ourclient has targeted the following segments

Congested areas of urban cities.

Males/Females between the age group of 18-36

Middle class people , mostly officials & executives The client analysis from our questionnaire

it was found that our client has targeted the right segment HHML is overlooking one feature in

bike which is its low maintenance cost and reliability (i.e. less chances of breakdown) which is

absent in its competitors. Therefore, in order to meet the sales target, two option are available

with the client, one is to redesign the bike and second is to reposition the bike as Bike with one

time investment. Since redesigning of bike may involve a big task and huge investment

therefore we recommended repositioning the bike.

Growth

The business growth of Hero Moto Corp (previously Hero Honda) has been phenomenal

throughout its early days. The Munjal family started a modest business of bicycle components.

Hero Group expanded so big that by 2002 they had sold 86 million bicycles producing 16000

bicycles a day. Today Hero Honda has an assembly line of 9 different models

of motorcycles available. It holds the record for most popular bike in the world by sales for Its

Splendor model. Hero Moto Corp (previously Hero Honda) Motors Limited was established in

joint venture with Honda Motors of Japan in 1984, to manufacture motorcycles. It is currently

the largest producer of Two Wheelers in the world. It sold 3 million bikes in the year 2005-2006.

Recently it has also entered in scooter manufacturing, with its model PLEASURE mainly aimed

at girls. The Hero Group has done business differently right from the start and that is what hashelped them to achieve break-through in the competitive two-wheeler market. The Group's low

key, but focused, style of management has earned the company plaudits amidst investors,

employees, vendors and dealers, as also worldwide recognition. The growth of the Group

through the years has been influenced by a number of factors:


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Just-in-Time

The Hero Group through the Hero Cycles Division was the first to introduce the concept of just-

in-time inventory. The Group boasts of superb operational efficiencies. Every

assembly line worker operates two machines simultaneously to save time and improve

productivity. The fact that most of the machines are either developed or fabricated in- house,

has resulted in low inventory levels. In Hero Cycles Limited, the just-in-time inventory

principle has been working since the beginning of production in the unit and is functional even

till date.. This is the Japanese style of production and in India; Hero is probably the only

company to have mastered the art of the just-in-time inventory principle

AncillarisationAn integral part of the Group strategy of doing business differently was providing support to

ancillary units. There are over 300 ancillary units today, whose production is dedicated to Hero's

requirements and also a large number of other vendors, which include some of the better known

companies in the automotive segment. Employee Policy: Another Striking feature within the

Hero Group is the commitment and dedication of its workers. There is no organized labor union

and family members of employees find ready employment within Hero. The philosophy with

regard to labor management is "Hero is growing, grow with Hero." When it comes to workers'

benefits, the Hero Group is known for providing facilities, further ahead of the industry norms.

Long before other companies did so, Hero was giving its employees a uniform

allowance, as well as House Rent

Allowance (HRA) and Leave Travel Allowance (LTA). Extra benefits took the form of medical

check-ups, not just for workers, but also for the immediate family members.

Dealer Network

The relationship of Hero Group with their dealers is unique in its closeness. The dealers are

considered a part of the Hero family. A nation-wide dealer network comprising of over 5,000

outlets, and have a formidable distribution system in place. Sales agents from Hero travels to all

the corners of the country, visiting dealers and send back daily postcards with information on the

stock position that day, turnover, fresh purchases, anticipated demand and also competitor


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action in the region. The manufacturing units have a separate department to handle

dealer complaints and problems and the first response is always given in 24 hours.

Financial PlanningThe Hero Group benefits from the Group Chairman's financial acumen and his grasp on

technology, manufacturing and marketing. Group Company, Hero Cycles Limited has one of the

highest labor productivity rates in the world. In Hero Moto Corp (previously Hero Honda)

Motors Limited, the focus is on financial and raw material management and a low employee

turnover.

Quality

Quality at Hero is attained not just by modern plants and equipment and through latest

technology, but by enforcing a strict discipline. At the Group factories, attaining quality

standards is an everyday practice - a strictly pursued discipline. It comes from an

amalgamation of the latest technology with deep-rooted experience derived from nearly four

decades of hard labor. It is an attitude that masters the challenge of growth and change - change

in consumers' perceptions about products and new aspirations arising from a new generation of

buyers.

Constant technology up gradation ensures that the Group stays in the global mainstream and

maintains its competitive edge. With each of its foreign collaborations, the Group goes onto

strengthen its quality measures as per the book. The Group also employs the services of

independent experts from around the world to assist in new design and production processes.

Diversification

Throughout the years of enormous growth, the Group Chairman, Mr. Lall has actively looked at

diversification. A considerable level of backward integration in its manufacturing

activities has been ample in the Group's growth and led to the establishment of the

Hero Cycles Cold Rolling Division, Munjal and Sunbeam Castings, Munjal Auto Components

and Munjal Showa Limited amongst other component-manufacturing units.

Then there were the expansion into the automotive segment with the setting up of Majestic Auto

Limited, where the first indigenously designed moped, Hero Majestic, went into commercial


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production in 1978. Then came Hero Motors which introduced Hero Puch, in collaboration with

global technology leader Steyr Daimler Puch of Austria. Hero Moto Corp (previously Hero

Honda) Motors was established in 1984 to manufacture 100 cc motorcycles. The Hero Groupalso took a venture into other segments like exports, financial services, information technology,

which includes customer response services and software development. Further

expansion is expected in the areas of Insurance and Telecommunication

The Hero Group's phenomenal growth is the result of constant innovations, a close watch on

costs and the dynamic leadership of the Group Chairman, characterized by a culture of

entrepreneurship, of right attitudes and building stronger relationships with investors,

partners, vendors and dealers and customer


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OBJECTIVE OF THE STUDY

To Study The Marketing Strategy Of Hero Moto Corp To Study and analysis the product mix of Hero Moto Corp (previously Hero Honda). To study and analysis the pricing strategy of Hero Moto Corp (previously Hero Honda). To study and analysis the distribution policy of Hero Moto Corp (previously Hero

Honda).

To study and analysis the promotional activities of Hero Moto Corp (previously HeroHonda).


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PRODUCTS PROFILE

New Launches:

Glamour Just4her Glamour PGMFI

CD Deluxe CBZ X-Treme Achiever

Next Generation

of Motorcycling

Pleasure Splendar NXG

Hunk Karizama
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Campaigns:

We got a Good thing Going!

A Lot less Stops One Litre Road It's the Honda

Stretch That Litre. Save Petrol

Chartered Accountant Over-Time Best Seller

Economical Honours

Others:
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HEROHONDA BIKE MODELS

Model: Achiver ES Model: Achiver Kick Start Model: CBZ Xtreme ES

Model: CBZ Xtreme Kick Start Model: CD Dawn Model: CD Deluxe

Model: Glamour Electric

Start

Model: Glamour FI ES Model: Glamour FI Kick Start

Model: Glamour Kick Start Model: Hunk ES Model: Hunk Kick Start

Model: New Karizma Model: Passion Plus Model: Pleasure

Model: Splendor NXG (Alloy) Model: Splendor NXG

(Spoke)

Model: Splendor Plus

Model: Super Splendor Model: Ambition Model: CBZ

Model: CBZ* Kick Start Model: CBZ* Electric Start Model: CD 100 SS

Model: Dawn Model: Karizma Model: Passion

Model: Splendor Model: Street Dlx Model: Super Splendor KS

HERO MOTO CORP (PREVIOUSLY HERO HONDA) KARIZMA

Jet Set Go...

Hero Moto Corp (previously Hero Honda) Karizma was the first

real sports bike in India. The bike addresses to those who have a

passion for speed and styling and head-turning looks. It has 17 ps

power thrust and picks up 0-60 in 3.8 heart-stopping seconds. The

bike is based on power and styling. Disc breaks and Mag wheels

makes Karizma the safest jet on the road.


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Company Stroke Maximum Power Displacement

Hero Moto Corp

(previously Hero

Honda) Motors Ltd.

4-Stroke 16.8 bhp @ 7000 rpm 223 cc

Striking Features

Style Sporty position of the seat. It stands on its feet even at speeds reaching up to 130 kmph. Fuel Efficiency.

Color Variants

Pearl Composed Red Myth Gold Metallic Sparkling Silver Turquoise Blue Candy Blazing Red Black Moon Yellow

Price Tag - Rs 79,000 Ex-Showroom in Delhi

(The prices are to the close approximation. Please check the latest prices and variant

specifications with your dealer.)
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Technical Specifications

Dimension & Weight

Overall height 1160 mm

Overall length 2125 mm

Overall Width 755 mm

Wheelbase 1355 mm

Ground Clearance 150 mm

Kerb weight 150 kg

Fuel Tank Capacity 15 litres

Engine

Type OHC, Air Cooled

Stroke (2/4) 4-stroke

No. of cylinders Single Cylinder

Displacement 223cc

Electrical 12 V, 7.0 Ah

Transmission

No. of Gears 5 speed

Clutch Multi-plate wet type

Performance

Maximum Power 16.8bhp @ 7000rpm

Max. Torque -


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Start Kick / Electric

Suspensions

Front Telescopic Hydraulic Shock Absorbers

RearSwing arm with 5 step adjustable type hydraulicshock absorber

Brakes

Front Disc Brakes, 276 mm diameter

Rear Internal Expanding Shoe, 130 mm

Tyres

Front 2.75 x 18 - 42 P

Rear 100 / 90 x 18 - 56 P


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Hero Moto Corp (previously Hero Honda)-

Hunk

Hunk, the latest launch from Hero Moto Corp (previously Hero

Honda), as the name indicates is a manly bike. Hunk is the fourth product in the

150cc. Hunk is very sporty in looks and performance. The look of the bike is

definitely a upright one having a brawny styling. The bike is available in the

market in four colors black, blue, red and silver. The cover of air filter and battery

are of black and silver colors and the tail extension has a dual black color painted

on it. The engine is also not the typical black in color but it has got silver and gray

colors on it. The front forks and gas filled rear have copper and gray colors. The

bike has got a big tank and black alloy wheels.

More 150 cc - 500 cc Bikes in India

Bajaj Avenger Bajaj Pulsar Bajaj PulsarDTSi

Bullet Electra Bullet 350Hero Moto Corp (previously

Hero Honda) Achiever

Hero Moto Corp (previously

Hero Honda) Hunk

Hero Moto Corp (previously

Hero Honda) CBZ X-tremeHonda Unicorn

Kinetic Comet Thunderbird TVS Apache

TVS Apache RTR FI 160 TVS Fiero FX Yamaha R15
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Available Models of Hunk Price Ex.Showroom(Mumbai)

Model Engine Price

Hero Moto Corp (previously Hero

Honda) Hunk 150149.2 cc Rs. 59,749

Hero Moto Corp (previously Hero Honda) Hunk 150

Price Rs.59,749

Price Ex. Showroom (Mumbai)

Specifications Colors

Dimensions and Weights

Length 2080 (mm)

Width 765 (mm)

Height 1095 (mm)

Wheelbase 1235 (mm)

Seat Height -

Ground Clearance 145 (mm)

Fuel Tank Capacity 12.4 (L)
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Reserve Tank Capacity 2.2 (L)

Self Kerb weight 146 (kg)

Kick Kerb weight

143 (kg)

Performance

Max Speed -

Acceleration(0-200m) -

Overtaking Acceleration for

200 m (at 40kmph)-

Acceleration (0-60 kmph) -

Mileage (in Indian Mode) -

Body and Tyre

Frame -

Front Suspension Telescopic Hydraulic

Rear Suspension Swing Arm

Front Tyre 2.75 X 18 42P

Rear Tyre 100/90 X 18 - 56P (W

Front Brake Drum -

Front Brake Disc 240 (mm)

Rear Brake Drum 130 (mm)

Rear Brake Disc -


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Engine and Transmission

Engine Type Air Cooled, 4 - Stroke Single

Cylinder O

Engine response -

Displacement 149.2 cc (cc)

Net Power 14.4Ps@8500rpm

Torque 12.8Nm@6500rpm

Air Filter -

Carburetor CV

ACG Power Generating

Capacity-

Oil Capacity -

Transmission -

Gear Shift Pattern -

Electricals

Ignition -

Battery In Kick Start 12V -7 Ah

Battery In Self Start -

Headlamp 12V - 35 / 35 W

Tail / Stop lamp 12 V - 5W, 12V - 21W


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Front Right View Back View Metre

Another Colour

View

Hero Moto Corp (previously Hero Honda)-Achiever

Its new Power Pro 149.1cc 4 stroke air-cooled engine produces

power of 13.4 bhp (10 kW).

Its petrol tank comes with excellent body graphics. Its masculine and

robust structure is really eye-catching to many bikers.

Riding here becomes safer due to the presence of multi-reflector headlight with halogen lamp

and a position lamp, multi-reflector tail light and winkers, protective visor etc


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Available Models of Achiever Price Ex. Showroom(Mumbai)

Model Engine Price

Hero Moto Corp (previously Hero

Honda) Achiever 150149.1 Rs. 53,200

Hero Moto Corp (previously Hero Honda) Achiever 150

Price Rs.53,200




Length -

Width -

Height -

Wheelbase 1290 (mm)

Seat Height -

Ground Clearance -

Fuel Tank Capacity 12 (L)

Reserve Tank Capacity -

Self Kerb weight -

Kick Kerb weight 134 (kg)
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Performance

Max Speed 101 (kmph)


Overtaking Acceleration for 200 m (at 40kmph) -

Acceleration (0-60 kmph) 5 (Sec)


Body and Tyre

Frame Diamond Cradle

Front Suspension Telescopic hydraulic


Front Tyre 2.75 X 18 - 42 P / 4

Rear Tyre 3.00 X 18 - 52 P / 6

Front Brake Drum -

Front Brake Disc240 (mm)


Rear Brake Disc -



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Engine Type 4 Stroke, Air Cooled

Engine response -

Displacement 149.1 (cc)

Net Power 13.4bhp@6500rpm

Torque 12.8nm@5000rpm

Air Filter -

Carburettor -

ACG Power Generating Capacity -

Oil Capacity -

Transmission 5-Speed


Electricals

Ignition -

Battery In Kick Start -

Battery In Self Start 12V - 2.5 Ah

Headlamp 35/35 W Halogen

Tail / Stop lamp -


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Herohonda-Glamour

Hero Moto Corp (previously Hero Honda) Glamour is equipped with all the

required market friendly features. Two models of this bike are based on all the technological

advances. It is the bike for every kind of customers and with different choices. This bike comes

with all the facilities that all finicky bike lovers really look for in his best possession

Available Models of Glamour Price Ex.Showroom(Mumbai)

Model Engine Price

Herohonda Glamour Fi 124.8 Rs. 53,000

Herohonda Glamour Fi

Price Rs.53,000




Length 2005 (mm)

Width 735 (mm)

Height 1070 (mm)

Wheelbase 1265 (mm)

Seat Height -
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Ground Clearance 150 (mm)

Fuel Tank Capacity 12 (L)

Reserve Tank Capacity 1.5 (L)

Self Kerb weight 129 (kg)

Kick Kerb weight 125 (kg)

Performance

Max Speed -


Overtaking Acceleration for

200 m (at 40kmph)-

Acceleration (0-60 kmph) -


Body and Tyre

Frame -

Front Suspension Telescopic Hydraulic


Front Tyre 2.75 x 18 - 42 P

Rear Tyre 3.0" x 18 - 52 P


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Front Brake Drum 240 (mm)

Front Brake Disc -


Rear Brake Disc -


Engine Type Air-Cooled, 4-stroke OHC

Engine response -

Displacement 124.8 (cc)

Net Power 9.0bhp@7000rpm

Torque 10.3Nm@4000rpm

Air Filter -

Carburettor -

ACG Power Generating

Capacity-

Oil Capacity -

Transmission 4-Speed


Electricals


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Ignition -

Battery In Kick Start -

Battery In Self Start -

Headlamp 35W / 35W - Halogen

Tail / Stop lamp -


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Research Methodology

Research methodology is considered as the nerve of the project. Without a proper well-organizedresearch plan, it is impossible to complete the project and reach to any conclusion. The project

was based on the survey plan. The main objective of survey was to collect appropriate data,

which work as a base for drawing conclusion and getting result.

Therefore, research methodology is the way to systematically solve the research problem.

Research methodology not only talks of the methods but also logic behind the methods used in

the context of a research study and it explains why a particular method has been used in the

preference of the other methods

Research design

Research design is important primarily because of the increased complexity in the market as well

as marketing approaches available to the researchers. In fact, it is the key to the evolution of

successful marketing strategies and programmers. It is an important tool to study buyers

behavior, consumption pattern, brand loyalty, and focus market changes. A research design

specifies the methods and procedures for conducting a particular study. According to Kerlinger,

Research Design is a plan, conceptual structure, and strategy of investigation conceived as to

obtain answers to research questions and to control variance.

Type of research is Descriptive Research

The type of research adopted for study is descriptive. Descriptive studies are undertaken in many

circumstances when the researches is interested to know the characteristic of certain group such

as age, sex, education level, occupation or income. A descriptive study may be necessary in

cases when a researcher is interested in knowing the proportion of people in a given population

who have in particular manner, making projections of a certain thing, or determining the

relationship between two or more variables. The objective of such study is to answer the who,

what, when, where and how of the subject under investigation. There is a general feeling that

descriptive studies are factual and very simple. This is not necessarily true. Descriptive study can

be complex, demanding a high degree of scientific skill on part of the researcher.


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Descriptive studies are well structured. An exploratory study needs to be flexible in its approach,

but a descriptive study in contrast tends to be rigid and its approach cannot be changed every

now and then. It is therefore necessary, the researcher give sufficient thought to framingresearch.

Questions and deciding the types of data to be collected and the procedure to be used in this

purpose. Descriptive studies can be divided into two broad categories: Cross Sectional and

Longitudinal Sectional. A cross sectional study is concerned with a sample of elements from a

given population. Thus, it may deal with household, dealers, retail stores, or other entities. Data

on a number of characteristics from sample elements are collected and analyzed. Cross sectional

studies are of two types: Field study and Survey. Although the distinction between them is not

clear- cut , there are some practical differences, which need different techniques and skills. Field

studies are ex-post-factor scientific inquiries that aim at finding the relations and interrelations

among variables in a real setting. Such studies are done in live situations like communities,

schools, factories, and organizations.

Another type of cross sectional study is survey result, which has been taken by me. A major

strength of survey research is its wide scope. Detail information can be obtained from a sample

of large population .Besides; it is economical as more information can be collected per unit of

cost. In addition, it is obvious that a sample survey needs less time than a census inquiry.

Descriptive research includes survey and fact finding enquiries of different kinds of the major

purpose. Descriptive research is description of the state of affairs, as it exists at present. The

main characteristic of this method is that the researcher has no control over the variables; he can

only report what has happened or what is happening. The methods of research utilized in

descriptive research are survey methods of all kinds including comparative and co relational

methods. The reason for using such needs to be flexile in its approach, but a descriptive study

BRANCH1 2 3 in contrast tends to be rigid and its approach cannot be changed ever now

and then.

DEALER MANAGEMENT

Mapping of regional dealers.


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They have been divided into three categories on the basis of their turnover and the selling

capacity.

-1-2

-3

-1 Includes the modern trade and they have direct billing from the branch office. They have high

turnover and the company depends heavily on them

-2 includes the distributors. They have direct billing from the branch office. Their turnover is

also high.

-3 Includes the sub dealers .They have direc

Poject Report on HERO-Moto-Corp (Marketing)

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