Yamaha Project

Table Of Content

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CONTENTS

OBJECTIVE

ACKNOWLADGEMENT

INTRODUCTION

COMPANY PROFILE

RESEARCH METHODOLOGY

SAMPLE

INSTRUMENT USED

METHOD OF DATA COLLECTION

QUESTIONNAIRE

DATA ANALYSIS & INTERPRETATION

LIMITATION

SUGGESTION

.BIBLIOGRAPHY

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Objective

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OBJECTIVE OF RESEARCH STUDY

REASONS FOR CHOOSING THIS PROJECT

Yamaha’s share kept on reducing year after year, even though the Motorcycle’s market

share in the two-wheeler industry was increasing rapidly. This was definitely a cause of

concern for the YMI’s management. According to the reports that were given to us the

company was performing extremely well in the export market and the rural markets. But

the market share was very low in the urban area. So, the project that was allotted to us

was based on this idea. We had to find out the reasons of YMI’s underperformance in the

market.

OBJECTIVE

A performance effectiveness study was carried out for the company to analyze the

reasons of Yamaha’s poor performance and to understand the difference in the brand

image of Yamaha and its competitors and also know about the how many people know

about the scheme on Yamaha’s bikes and which sources

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Acknowledgement

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ACKNOWLEDGEMENT

In course of our summer training and preparing this report we have been fortunate enough to have the support, assistance and encouragement from various individual .

firstly, we would like to express our heartfelt thanks to our supervisor Mr. Atul gupta (marketing manager) of yamaha moter India pvt. Ltd. Who has helped us in more than one way to accomplish this task. His liberal attitude has enabled us to work in freedom and thus utilize our creative ability . it has really been a privilege working under his guidance.

We extend our heartfelt garatitude to Mr. Rajan (H.R divison) of yamaha moter India pvt. Ltd. Who healped us a great deal in preparing this project report.

I would like to pay my gratitude to Mr.K.K Garg (HOD) for his kind attendation,support and our heartfelt thanks to our teacher especially Ms.Pragya agarwal department of management,Babu Banarsi Das Institute Of Technology Gzb (Uttar Pradesh Technical University,Luknow)

A sincere word of thanks for our parents who are always there for us and are responsible for making us what we are.

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INTRODUCTION

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Yamaha Motor India (YMI) Ltd. is the fully-owned subsidiary of Yamaha Motor Co of Japan. YMI was initially known as Yamaha Motor Escorts Ltd. But the parent company, Yamaha Motor Company, purchased Escorts Ltd's remaining 26 per cent holding in their motorcycle joint venture Yamaha Motor Escorts Ltd in June 2001. It was therefore renamed as Yamaha Motor India Ltd.YMI follows Yamaha Motor's corporate mission of creating 'Kando' - a unique Japanese word that means 'touching people's hearts.' 'Kando' also describes the 'spirit of challenge" to create new value surpassing customer expectations. YMI is committed to making products that benefit from the skills and technology used by Yamaha world-wide.To fulfill customer satisfaction, and meet the needs of the Indian market, YMI plans to produce one or more models in the first year, four models in three years. To achieve these goals, YMI will pursue three major objectives within the company. The first is customer satisfaction. The second is strengthening R&D. YMI's mission is to constantly produce what customers are looking for, by analysing market trends and changes. The third objective is to optimize the internal working system.YMI's motto is 'Speed, Quality, Yamaha's original design'. Yamaha is aiming to make a significant contribution to Indian society and create products that the people of India will take to their hearts.

The first Yamaha motorcycle………….the y-a1

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COMPANY PROFILE

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Company nameYamaha motor India Pvt. Ltd.A-3, surajpur ind. Area noida dadri roadSurajpur-201306

Department

Marketing

Name of Project leader

Mr. Atul Gupta

Project nameYamaha company a market analysis

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CORPORATE MISSION

Our corporate mission is same as the mission of Yamaha Motor Company, Japan.

We Create “KANDO” - Touching People’s Hearts.

“KANDO” is Japanese word for expressing feelings of excitement and deep satisfaction.

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Yamaha Motors India Pvt. Limited

Registered Office

103, Ashoka EstateBarakhamba RoadNew Delhi

Faridabad Plant19/6 Mathura Road

Faridabad

Surajpur Plant A-3 Surajpur Industrial Area Noida - Dadri Road Surajpur.COMPANY PROFILE

We take pleasure to welcome you to the Yamaha Motor family and wish you a happy stay

as a part of our overall program of communication with the members of the Yamaha

Motor family. We are glad to present this handy induction book of our Yamaha Motor

India (Pvt.) Limited.

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We at YMI believes that it is our responsibility as a constantly evolving global company

with a leading role to seek ever higher level of environmental friendliness in our products

and the way they are manufactured and distributed, while at the same time making them

exciting products that touches people’s hearts.

LANDMARKS

1960 : Secured license under technical collaboration with CEKOP, Poland.

1961 : Obtained 23 acres of land for separate factory.

1962 : Assembly and partial manufacturing started in Plant 1. Introduction of Motorcycles with technical collaboration with M/s CEKOP of Poland.

1964 : Machinery was installed in the new building

1965 : Manufacturing activities shifted from Plant 1 to the present building of YMI Faridabad.

1970 : Introduction of scooters.

1972 : GTS a small Motorcycle was introduced.

1979 : Entered in a technical collaboration with Yamaha Motors Company of Japan for manufacturing of 350cc Motorcycles.

1982 : R&D section shifted to 19/2 Mathura Road, Faridabad.

1983 : Letter of intent obtained for manufacture of 100cc Motorcycles. Launched 350cc Motorcycles in the market all over India. Setting up of CNC CELL in the organization.

1984 : On identified scale, manufacturing facilities of various components were improved upon by introduction of 4th generation machinery equipments. To cater to the urban population demand for a few efficient and sleek looking Motorcycles, 175cc Super-D Model was introduced. Surajpur plant was established in NOIDA.

1985 : Started manufacture of RX-100 cc Motorcycle with technical collaboration with Yamaha Motors Company of Japan, at Surajpur plant situated at 30 km from Delhi in UP state.

1986 : Installed ‘UYEMURA’, automatic eltroplatic plant. Implemented Incentive Scheme to improve upon productivity.Concentrated on product improvement and manufacturing facility.

1989 : Introduction of Indicators the existing 175cc Rajdoot Motorcycles.

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1990 : Upgradation of the 175cc Motorcycle by introducing newer technology and styling such as bringing in of Excel-T with Telescopic front forks/modern style.

1993 : Electronic Ignition system of Rajdoot launched.

1995 : Started manufacturing 50cc Moped on 31st March 1995.

1996 : ISO 9001 was conducted. Joint venture with Yamaha Motors Limited Japan.

1997 : Launched of Yamaha RXZ and 175cc Escorts ACE.

1998 : YBX 4 - stroke Bi- wheeler was launched.

2000 : The share of Yamaha Motor has increased to Yamaha 74% and Escorts 26%. YD125 4- stroke Bi -wheeler was launched.

2001 2002:

: YMEL became a total subsidiary of YMC and it’s name changed from YMEL to YMI. Launched of Enticer 125 cc & Libero 106 cc bike (4-Stroke )

2004 Launched of Fazer

Ever since its founding as a motorcycle manufacturer on 1st July, 1955,Yamaha Motor

Company has worked to build its products which stand among the very best in the world

through its constant pursuit of quality; and at the same time, through these products, it

has sought to contribute to the quality of life of people all over the world. Following on

the success of our Motorcycles, Yamaha being manufacturing Powerboats and out boards

motors in 1960. Since then, engine and FRP technology were used as a base to actively

diversify and globalize the area of business. Today our fields of influence extend from

the land to the sea and even into the skies as our business divisions have grown

Motorcycles operations to include Marine operations, Power Product operations,

Automotive operations, Intelligent Machinery operations, Aeronautic operations and PAS

operations.

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Founded : July1,1955

Capital : 23.2 billion yen ( as of March 31, 2005)

Employees : 10,443 (as of March 31 ,2005)

Head office : 2500 Shingai,Iwata,Shizoka,Japan

Chairman of the Board of Directors : Mr. T

Hasegawa

President and Representative Director : Mr. T

Hasegawa

Vice President and Representative Director : Mr. R

Yamashita

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Pursuing

The Ultimate In Personal Vehicles

Ever since the founding YMC has been a company that continues to

develop it’s expertise in the fields of small engines and FRP (fiber glass

reinforced plastics) manufacturing, as well as electronic control

technologies. Yamaha pursue the ideals of building products of “High

Quality” and “High Performance”.

Environment Friendly And People

FriendlyIn product building and promotional efforts YAMAHA takes as one of

the fundamental ideals the concept that products which are people-

friendly should also be environment-friendly, and products that are

environment-friendly should also be people-friendly. This concept is

born of our awareness that “It is the Earth and irreplaceable natural

environment that makes human life possible.” YMC supply the “power”

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that moves people and helps them live to their fullest as human beings.

Yamaha vehicles have the practical advantage of using the minimum of

energy for human transport that means less negative impact on the

environment.

Technological Innovation

At the heart of the efforts of environmental preservation are the

environmental management systems designed and implemented under

the ISO 14001 International Standard. Under the slogan “Absolute

Quality Control” Yamaha was the early adapter of comprehensive

quality control systems and quick to put in place a TPM (Total

Productive Management) program.

Energetic Pursuit Of SportsYamaha Motor offers full lineups of products designed with know how

and technologies born of rich experience in the race arena and built

with framed quality to answer all the desires of people to seek the

ultimate joys of motor sports and pleasure riding.

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Producing Means To An Active LifeAt Yamaha business and leisure are treated as insuperable parts of life

that is reason of striving to help bring people around the world a more

active life.

Employment details

(As on 31st January 2005)

Faridabad Surajpur

Managerial (AM and above) 264 173 Junior staff 155 158 Staff 316 122 Workmen 987 770 Trainees/Apprentices 75 456

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Logo

The original logo was submitted to the Government of India by Escorts

Ltd. due to it’s graphical resemblance of Ashoka Chakra. Next logo was

the result of conceptualized planning and graphic designing which

remained in the use for 20 years.

At the time of 50:50 joint venture of Escorts Limited with YMC, Japan

a new company Escorts Yamaha Motor Limited was formed which

came up with a new logo representing both the companies. Again in the

year 2000, equity of the company has changed resulting Yamaha74%

and Escorts26%, thus changing the logo and the company’s name to

YMEL.

Now, the company being 100% subsidiary holder is known as the

Yamaha Motor India (Pvt.) Limited. The logo of YMC has been

adopted by YMI.

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HIERARCHIAL STRUCTURE

Managing Director & CEOExecutive Committee

Senior Vice President TOP MANAGEMENTVice PresidentAssociate Vice President

Chief General Manager SENIOR MANAGEMENTGeneral ManagerDeputy General Manager

Chief Manager (M6-M8) MIDDLE MANAGEMENTManager (M3-M5)Assistant Manager (M2)

Senior Superintendent (JM IV) JUNIOR MANAGEMENTSenior Officer (JM III)Officer (JM II)Assistant Officer (JM I)

Highly Skilled (E 07-E 12) OPERATIVE (Unionised Cadre)Skilled (E 04-E 06)Semi Skilled (E 02-E 03)Unskilled (E 01)

Factory Hours

The factory operates in three shifts as per the following details: -

First Shift - 8:00 a.m. to 4:30 p.m

Second Shift - 4:30 p.m to 1:00 a.m.

Third Shift - 1:00 a.m. to 8:00 p.m

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WELFARE ACTIVITIES

Medical Facilities

For providing domicililary treatment to the employees and their

dependents, a dispensary and a full time doctor is available in the

plant.

Group Accident Insurance Scheme

Employees not covered under ESI are automatically under the

Company’s Group Accident Insurance Scheme.

Provision of Loans

Loan can be obtained by members for purpose such as marriages,

purchase of land, construction of house, long term medical

treatments, natural calamities etc.

Benevolent Fund

For providing financial help as a responsible corporate citizen, Rs.

200,000 are given to the family of deceased employee.

Service Awards In appreciation of the long association, the

company gives service awards as a mark of honour to the employees.

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Scholarships

Scholarship is offered to the children of all employees.

Training Activities

There are three training centres all over India. The company is

concerned with the personnel growth and development of employees

and sponsors them for various training and development programs.

Transportation

Subsidized transportation is provided for residents of Delhi and

Palwal.

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General Information: YMI

Surajpur

Production achieved in 1996-1997 :Motorcycle : 144737

Production achieved in 1997-1998 : Motorcycle : 91274

: Moped : 12357

Production achieved in 1998-199 :Motorcycle :179115

:Moped :10359

Production achieved in 1999-2000 :Rajdoot :91004

:RX 135 :95083

:YD 125 :1120

:YBX :49709

:RX 100 :15519

(Exports)

Production achieved in 2000-2001 :Rajdoot :67260

:RXZ :358

:RX135 :20915

:RX YD 125 :21729

:YBX :15950

:Crux :33012

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YMC PRODUCTS

Onroad sports bike LANDSnow mobiles

Super sports bike

Motor crossers

Racing dinghies

Scooters

Golf cars

Electro-hybrid bicycles

Land cars

Business use scooters

Snow mobiles

Large sized Outboard motors MARINEAmerican style cruiser

Sale boats

Sports fishing boats

Trail bikes

Personal water craft

Sports boats

Jet boats

Outboard motors

Four stroke outboard motors

FRP fishing boats

Two stroke Outboards

Water pumpsAmusing pools OTHERSOES Truss Artificial ReefsIndustrial use unmanned helicoptersATV’s

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Commercial use generatorsAutomatic feedersSurface mountersWheel chair mounterBuilt-in type water purifiers

DEPARTMENTAL SET OF

DIVISIONS

Manufacturing Operations Manufacturing Plant Engineering & maintenance Product Planning &Control Stores & Inventory control

Quality Assurance Quality Control Inspection

Manufacturing Engineering Production Management Industrial Engineering Tool Engineering

Marketing Planning & Advertising Sales Service Exports Spare Parts

Personnel & Administration Industrial Relations Administration Security Human Resource

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Product Engineering Design Testing Technical Administration

Project Planning Corporate Planning Business Planning

Information Technology IT Center IT Planning

Finance Corporate Finance Accounts Company Secretariat

Materials Purchase Ancillary Developing

About the product

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1. RX100- This bike launched by company in 1985 and this bike was very

successful bike in all Yamahas’ bikes. After that government ban this bikes due to

pollution created by bike. Now this bike export in another countries like Nepal,

Bhutan etc.

2. RX-135- This bike launched by company in 1996.it was two-stroke bike. It has

done very good sale and it is very successful in that time.

3. RXZ- This bike launched by company in 1997. It was two-stroke bike.

4. YBX- This bike launched by company in 1997. It was first four-stroke bike

launched by company and this bike has also done very good sale in past. It was

very light bike of all Yamahas’ bikes.

5. YD125- This bike launched by company in 1997. It was another four-stroke bike

launched by Yamaha and this bike has launched when Yamaha Company got the

76% share of Escort Group.

6. Crux & Crux-R- This bike launched by company in 2001. It was another four-

stroke bike launched by Yamaha. Both of these bike come under the economy

class bike. Mileage of this bike is better than the all bikes launched before this

bike-average of this bike is 85 k.m. /litre

7.Enticer125cc- This bike launched by company in 2002. It is 125cc bike. This comes

under the cruiser type of bike. This bike comes under the heavy bike category

Yamaha crux

Yamaha Motorcycle India (YMI) in a bid to recreate the magic of the RX100 had brought out the four-stroke Crux in January 2001 and achieved reasonable success. The Crux R,

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with a revcounter and a front fairing, rolled out later the same year. Now with stiffer emission norms calling the shots and the competition constantly re-jigging the marketplace, YMI has launched another Crux avatar suffixed with an 'S'. :

The neatly styled bike is smart. Striking a familiar stance, the old Crux has simply been given a cosmetic makeover. The big change is improved decals flowing from head to tail. Yamaha has adopted a conservative approach, seen from the uncomplicated, adequate round headlamp and the absence of the front fairings as on the Crux R. Instrumentation for the new bike comes courtesy the older Crux, with a fuel gauge absent. While the dials provide a speedometer on the left, warning lights for turn signals, high beam and neutral on the right. Switchgear is outdated while grips and levers are nice.The tank flows admirably into the side panels and the rear has an attractive tailpiece topped with a metal grabhandle. Paint and fit and finish are to a high order and the Crux S has a plethora of gold-finished bolt heads and a few other similar metal parts that help give it that slightly sophisticated look.

The Crux S carries forward the Yamaha 106cc single-cylinder, four-stroke and air-cooled engine from its predecessor, adding a few bits and pieces to achieve cleaner breath. Bore and stroke for the cast iron cylinder are undersquare, while the alloy head uses twin valves. The camshaft is chain-driven with a tensioning system visibly protruding from the rear of the block. A standard slide-type carburettor does duty and power and torque figures are 7.3bhp at 7500rpm and 0.76kgm available at 6000rpm.The Crux S isn't happy about being woken up each morning as it requires liberal use of the choke on every cold start on even a warm summer morning. Once up and past this stage, the Crux S delights with a silken smoothness and light clutch feel that make for a good riding experience. The motor is completely vibe- and buzz-free and utilises a four-speed gearbox as fine as the best on any motorcycle in India. The long-stroke nature of the engine with its strong low-end torque means gearshifts are kept to a minimum. Acceleration is as brisk as any other similar 100cc machine in India, with 60kph going by in a creditable 7.54 seconds.A good riding position is vital to any motorcycle and the Crux S makes do with a tried and time-tested upright riding stance. Its ergonomics are perfect — the handlebar reaches up to the rider, with the seat and footrests designed for the perfect posture. The seat itself is accommodating and gives no cause for complaint. Ride quality is good, albeit a bit on the firm side, but does not allow unwanted wallowing or flex from the twin downtube frame. The Crux S lags behind nearly all its competition, which have adopted a box metal

swingarm and enjoy the handling edge that comes with this. Handling is no better or worse than expected from this class of bike. This lightweight motorcycle makes cutting through dense urban congestion a breeze. The Crux S corners well, as well as can be possible on skinny tyres. The feedback we got at the brake levers from the Crux S’ front and rear internal expanding drum units is just short of wretched.

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The Crux S fulfills its make-or-break virtue — that of excellent fuel economy. The bike registered 56.2 kilometres per litre. Soaking up the more pleasant highway scenery, this little Yamaha's mileage rose to 64.7kpl

Yamaha Crux S

Engine 4 Stroke, Single Cylinder, Air CooledCubic Capacity 105.6cc Max. Power 7.6 BHP @ 7500rpmGear Box 4 SpeedIgnition CDIFront Brakes 130mm DrumRear Brakes 130mm DrumFront Tyre 2.50 X 18Rear Tyre 2.75 X 18Wheelbase 1247mm Ground Clearance 145mm Dry Weight 105.5 Kg Tank Capacity 11 Litres Price On Road Mumbai Rs. 39010

Yamaha libero G5

In India, Yamaha’s earlier foray with Escorts saw them strike success with a sporty two-stroke single—the RX100. Memories of this torquey little tidler still strike distinctive chords for many an enthusiast that learnt the joys of riding, milking its indestructible engine for all of a then staggering 11bhp! To many the questions of what went wrong and where, remain unanswered. Yamaha Motor India have recently revamped its economy

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segment offering— coined it the Libero LX and done away with its controversial face. We hop onboard to bring you the facts on this new variant.:

It should not take more than a glance at the Libero LX to determine this is a spectacular looker. Gone is the eccentric front bikini and apparent is a simple, nice looking round headlight—the previous look too early for its time. This bike looks and imparts a ‘bigger’ and better feel. Attention to detail is at a stunning level, and overall one feels they are looking at a bike that’s not lacking in image to take on a larger segment. Paint quality, fit and finish, are of a tall order and delight the eye. To our surprise we found a fuel gauge absent. Looking backwards one is treated to a graceful fuel tank, with its bowler hat shaped filler-cap. Under the tank lie dummy air scoops, with an integrated fuel tap. The company has taken pains over the smallest detail as is apparent by a lip on the right side footrest to retain ones foot on the peg and prevent shoes scuffing a hot crankcase. Switchgear on the Libero is more than adequate. Dogleg levers fit ones hands smartly and soft grips leave no room for complaint.

The LX 4-stroke engine looks bottom heavy with its prominent sump area and 106cc cylinder jutting upwards. Sleeve dimensions are under-square, with bore and stroke at 49mm x 56mm, the classic design for frugality born of low-end torque. It’s no power snorter, putting out 7.6bhp at 7500rpm and 0.8kgm at 6000rpm of torque, though these numbers ring fair for the segment. Breathing via a conventional carburettor and two-valves the engine is principally the same as used on the old Libero. A four-speed gearbox employs one down and four up heel and toe operated shifts. Flogging the bike for its fastest acceleration resulted in 8.99 seconds from a standing start to 60kph, which though on the slower side, is not an area in which a mileage commuter is built to excel in. The Libero LX is a comfortable steed-- its riding position fairly upright with handlebars pleasantly wide for easy maneuverability in the tightest situation. The ride itself is smooth, long distances not causing any undue fatigue. The seat offers the right width, height and comfort. The Libero LX uses a twin-downtube frame to cradle its engine and is part of a minority of Indian motorcycles yet to switch to a box-metal swing-arm. This frame provides the bike exceptional straight line manners, as was proven while encountering strong gusts of cross-wind on our highway run, the bike staying rock steady and in no threat of losing its line. Hostile, was character displayed by the LX during our brake testing. In spite of managing to stop within a reasonable 18.9 meters in 2.37 sec from 60kph to rest, the bike regularly hurled out its rear in a startling manner and had our tester grappling with the bars as a wrestler does his opponent. Let’s sum up this section so as to prevent our giving readers an unfair impression: the Libero LX will not disappoint riders when ridden in the manner it is built for, but, it’s surely not the bike to try and race on. That would have similar results to wearing shorts and keds to a wedding.The Libero builds on its strong case with economy numbers as good as any. Subjecting the bike to swarming Indian city traffic on our fuel test route, it managed 56.7kpl. Cruising at sustained speeds out on the open highways returned an ample 58.3kpl.

Yamaha Libero G5

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Engine 4 Stroke, Single Cylinder, Air Cooled

Cubic Capacity 106cc Max. Power 7.6 BHP @ 7500rpmGear Box 4 SpeedIgnition CDIFront Brakes 130mm DrumRear Brakes 130mm DrumFront Tyre 2.75 X 18Rear Tyre 3.00 X 18Wheelbase 1290mm Ground Clearance 173mm Dry Weight 109 Kg Tank Capacity 13 Litres Price On Road Mumbai Rs. 46780Colours Black, Red, Yellow, Blue

Yamaha fazer

With everyone going down the safe and conventional path, just one bike maker has the guts to send contemporary styling ambling down Indian roads. Well, Yamaha Motors India (YMI) has always had the courage to stand aside and do things their way. So what if the Fazer front fairing makes you think of owls, cat’s eyes, goggles etc, it’s the latest look and they want to offer you no less. Can the new Fazer shake off Yamaha’s stigma, being known as a pure sports bike maker in a mileage obsessed market? Read on. :

The first thing one realizes as they step up to the Fazer is the bike has presence. A good

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helping of it! The only sticking point has to be the Fazer’s front fairing. Futuristic, and keeping with an International insect styling trend this is a love it or hate it bit we leave for you to accept or reject. Twin clear lens headlights remind of an owl, fly, cats eyes, you decide. We must mention though, two are better than one in this case, and moonless nights pose no problem to a Fazer. A plastic two-pod instrument bay presents a neat speedometer and tachometer. Yamaha’s thumbs down to a fuel gauge is an unfortunately oversight. Though its front may lend you food for thought, there’s none of that involved in anything further behind on the Fazer. It all looks good. The tank is super looking, with dummy scoops, functional knee recesses and a dinky bowler-hat lid. The chrome and cruiser style chopped silencer is another neat touch. The Fazer has fine plastic, control levers, grips, rubbers, mirrors and comprehensive switchgear.

The Fazer’s single pot, four-stroke and two valve engine is better in many ways to previous Yamaha units. It pumps oxygen directly into the exhaust port. Un-burnt air is sucked from the air-filter box bypassing the carburettor and inlet. A reed-valve prevents any return via the same path. Exhaust gasses are cleaned by a catalytic converter. The carburettor is a Mikuni BS 25 unit with butterfly, and employs a valve to read variable cylinder-suction to accordingly compensate air fuel mixture. YTPS is another Fazer feature, this functioning to farther economy. Ignition timing does vary in synch with engine-rpm, but now throttle position also adjusts this phase. This Yam’s 123.7cc cylinder dimensions are all square at 54/ 54mm and it puts out 10.8bhp at 7,500rpm. The overhead camshaft gyrates of a silent roller-chain. The oil-pump uses resin gears for lower sound levels. Down in the sump a balancer throws equal and opposite force back to the crankshaft to flatten out unwanted vibes. Engine casting quality is super and the mount for a future self-starter is at hand should competition demand the addition of this luxury. Performance is right at par with the competition. The Fazer frame is single down-tube in diamond type and the rigidity of a box section swinging-arm is thankfully on call. As soon as one perches onto its comfy seat the Fazer reaches out with short and high handlebars to welcome occupants onto what is amongst the more comfortable bikes in this country. Ride pampers riders and pillions, feeling plush and delicate, while handling does not suffer much in spite of it. Stability in corners, as well as for the straight line is super. It’s not the best handling bike in its class, but the Fazer is close, in spite of a phenomenal ride. The front 150mm drum brake may be a smart move for this market, bikes with optional discs having sold more on drum versions. It’s a powerful and progressive drum, but at the end of the day it remains just that—a drum. Always an area of importance for any Indian bike, mileage on the Fazer does not fail to please. Romping around city we established 49.4kpl and upping the speeds and enjoying the bike on the highways it returned 51.5kpl

Yamaha Fazer 125 Deluxe

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Engine 4 Stroke, Single Cylinder, Air CooledCubic Capacity 123.7cc Max. Power 10.8 BHP @ 7500rpmGear Box 4 Speed, constant meshIgnition CDIFront Brakes 240mm DiscRear Brakes 130mm DrumFront Tyre 2.75 X 18Rear Tyre 3.00 X 18Wheelbase 1300mm Ground Clearance 0mm Dry Weight 116 Kg Tank Capacity 13 Litres Price On Road Mumbai Rs. 55640Colours Black, Red, Blue, Grey

Yamaha Fazer 125 LX

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Engine 4 Stroke, Single Cylinder, Air CooledCubic Capacity 123.7cc Max. Power 10.8 BHP @ 7500rpmGear Box 4 Speed, constant meshIgnition CDIFront Brakes 150mm DrumRear Brakes 130mm DrumFront Tyre 2.75 X 18Rear Tyre 3.00 X 18Wheelbase 1300mm Ground Clearance 0mm Dry Weight 111 Kg Tank Capacity 13 Litres Price On Road Mumbai Rs. 51170Colours Black, Red, Blue, Gr

Yamaha gladiator 125

Yamaha Gladiator 125-cc motorcycle launched

Gladiator to battle Splendor, Bajaj DTSi.

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Yamaha Gladiator, the latest 125 cc bike from Yamaha Motor India, is out in the market. Yamaha

unveiled the 5-speed 'fun bike' in New Delhi on Wednesday. The Yamaha Gladiator will be up against

the leaders in the 125 cc executive segment dominated by hero Honda Super Splendor and the Bajaj

DTSi.

Yamaha Gladiator standard version will come for at Rs 41,990 ex-Delhi, while the Gladiator DX is

tagged at Rs 44,990.

The Yamaha Gladiator DX will have electric start and 240 mm front disc brakes, while the standard

Yamaha Gladiator will come with drum brakes and kickstart.

The 11 PS, four stroke bike is the first in a line of three bikes which Yamaha India plans to launch

this year.

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Said Yamaha Motor India CEO and managing director Tomotaka Ishikawa: “True to Yamaha’s belief

of setting new benchmarks by offering products that surpass customer expectations, the Gladiator

will kick start a new biking lifestyle in the Indian market. Developed as a next generation fun bike,

Gladiator brings with it the added values of superb performance, new styling, greater handling and

comfort” .

Its 125 cc single cylinder churns out a maximum power output of 8.0kW (11 PS) at 7,500 rpm and a

max torque of 10.4 Nm (1.06 kgf-m) at 6,500 rpm, a notch above most bikes in the category.

Moreover, the bike can be started in any gear and offer excellent corner handling. Yamaha claimed

that the Gladiator bike will be able to give a mileage of 67 kmpl in actual city conditions.

The Yamaha Gladiator power unit is characterized by its 5 speed transmission, a first for any

executive category bike, with optimized gear ratios. The smooth transition of gears makes it

possible to bring out optimum torque throughout the torque-band. Yamaha claims that the Gladiator

is equally at ease in stop and start conditions of urban traffic and the open highways. Yamaha has

also started a new campaign to promote the Yamaha Gladiator in India.

At the launch of Yamaha Gladiator in India, company officials also announced said that Yamaha

plans to sell 4 lakh bikes in India this year and six lakhs next. Yamaha will also be setting up a new

plant to manufacture two wheelers in India between 2008 and 2010. Yamaha also has plans to foray

into the scooter segment, for which a feasibility survey is under way.

Yamaha, which was one of the pathbreakers in the 100cc category back in the eighties and early

nineties has been steadily losing marketshare in the last few years. Now, it commands a small 4% of

the two-wheeler market, which it hopes to raise to 10%.

FEATURES AND SPECIFICATIONS

Type: Single Cylinder Air Cooled, 4 Stroke Sohc

Valve Train: 2 Valve

Displacement: 123.7cc

Bore & Stroke: 54 X 54 MM

Comp. Ratio: 10.0:1

36

Max. Power: 8.0 KW @ 7,500 RPM

Max. Torque: 10.4 NM @ 6,500 RPM

Idle Speed: 1,400 +- 100 RPM

Starting: Kick Start / Electric Start

Spark Plug: NGK CR7HSA - R

Gear Box: 5 Speed Constant Mesh

Shift Pattern: 1 Down, 4up

Primary Reduction: 3.4

Final Reduction: 3.214

Gear Ratio: 1 St: 3.000, 2nd:1.777. 3rd: 1.316, 4th:1.045, 5th: 0.875

Clutch: Multiplate Wet Type

Battery: 12V- 2.5AH(Kick) / 5AH(Self)

Head Light: 12HS1(12v 35/35 W Halogen Bulb

Tail Lamp: 12v 21/5w

Indicator: 12v 10w

Chassis Type: Diamond Tubular Type

Caster/ Trail: 26 degree/ 90mm

Suspension Front: Telescopic Hydraulic Type

Rear: Rectangular Swing Arm With Hydraulic Shock Absorber

Brakes Front: Drum Type/ Disc Type

Rear: Drum Type

Tyre Front: 2.75 X 18" 42 P

Rear: 3.00 X 18" 6pr, 52 P

Kerb Weight: Kerb Wt - 123kg (Standards)/ 127kg (Deluxe)

Max Payload: 130Kg

Wheel Base: 1,300mm

Length: 2,065mm

Width: 730mm

Overall Height: 1,100mm

Ground Clearance: 160mm

Tank Capacity: 13 Lts.

37

Research methodology

METHODOLOGY

1.Once, we had decided upon the project the next question that arose was, How to go

about it? We decided to base our project on a Consumer based questionnaire

1 The various Characteristics/Features that they look for while buying a motorbike.

2 Why do they prefer one bike to another? Is it because of any of the Four P’s

(Price, Product, Place or Promotion)?

2. The next thing, which we had to decide, was, How many people do we need to get this

questionnaire filled? The sample size was taken to be 100. We segmented this size into

four areas, five being the major Bike manufacturers namely:

1 Hero Honda Motor Limited (HHML)

2 Kawasaki Bajaj (KB)

3 Yamaha Motors India Pvt. Ltd. (YMI)

39

4 TVS

5 LML

4. We selected to base our survey in Bijnor These regions were subdivided as

1 Najibabad

2 Dhampur

3 kirtpur

Findings

a. Six most important features, which consumers look for in a motorcycle, are

power/pick up, mileage, style /looks, riding comfort, price and brand.

The consumers are divided into 4 groups according to income and it has been seen that

each of the segment looks for a different need from the motorbike. The first income

group(less than Rs.5000) looks for economy in the motorbike in terms of price, mileage,

maintenance cost. The next income group (Rs.5000-Rs.10000) demands a little bit of

looks and brand image as well as mileage. The next income group (Rs.10000-Rs.15000)

start emphasizing a lot on looks and style and the importance of mileage and pick up

decreases. The last income group(above Rs.15000) go completely for looks and brand

image and the mileage factor becomes irrelevant

RESEARCH METHODOLOGY

SAMPLE

In research design first main things is that divide the whole population into different

parts and think that who can provide desire information. My guide provide four areas.

Sample process consist of following steps

40

Define the population

Element (all customer who come to purchase Yamaha bike

(sampling unit) showroom of Yamaha bike

(time) during the time (days and hours) of the survey

Sampling frame

Location in front of showroom

Sampling unit

All Yamaha’s customers who come to purchase bike & based on the college student

Sample size

Sample size -100 customers

In this process I was stand in front of showroom and take interview of customers who

come to purchased bikes.

41

INSTRUMENT USED

Questionnaire:

A questionnaire is simply a formalized set of questions for eliciting information.

Questionnaire is associated with the survey research questionnaire must be designed in

such a way that the interviewer or respondents move from one question to the next.

Type of questions used in survey

1. Dichotomous question: Mostly dichotomous type of question used in my

questionnaire. In this type of question only two alternatives “Yes or No”.

2 Multiple type of question: In this type of question choice is provided to

interviewer or

respondent by his choice he can give his answer.

3. Open ended question: In this type of question we give full freedom to

respondents. By his

choice he can give answer of any question. It is very difficult to analysis to this

type of

question.

METHOD OF DATA COLLECTION

Type of data used: Primary and secondary data (this is to help the solve the problem at

hand.

Approach adopted for data collection: Survey Research

42

In survey research techniques collection the information directly from customers who came to showroom for purchase bike so I used personal in terview technique to gather the information from customer

43

Questioner

44

QUESTIONNAIRE

Name: age………………

Address………….. ph no. …………..

……………………

……………………

1. which type of bike you are using at present ?

(a)conventional/standard bike (b)customized /stylist bike

2.which brand of bike is preferred by you most?

(a) yamaha (b) tvs

(c) hero honda (d) bajaj

3.what is the source of purchasing a bike?

(a)authorized dealer (b)second hand market

4.if you are using a yamaha bike which factor attracts you towards it most?

(a)quality (b)price

(d)mileage (e)style

5.are you satisfied with quality of yamaha bike ?

(a) yes (b)no

(c) some time (d)can`t say

6 yamaha bike dealer is easily available in your area ?

(a) yes (b) no

7. do you go for any other brand because of cheaper price ?

(a) yes (b) no

8.are you aware of the brand of yamaha bike available in your area ?

(a) agree (b) disagree

(c) can`t say

9. what feature you want to be added in yamaha bike to make it most favourable in your

area ?

45

(a)scheme (b) discount

(c) advertisment (d) authorized dealer

10. what is the similer feature between yamaha and other company`s bike?

(a)price (b) quality

(c) mileage (d)authorized dealer

(e)none of these

11.how many kilometers do you ride each day ?

(a) <10 km (b) 10-25 km

(c) 25-50 km (d)> 50 km

12. kindly rate the importance of the following in selecting your bike ?

in order of preference

(a)mileage

(b) comfort

(c) style

(d) price

(e) resale value

(f) brand

(g)maintenance cost

(h)after sales service

13.please rate the top three buying influences in selecting your bike ?

(a) advertisment

(b) product brochures

(c) recommendations from friends and relative

(d) information`s and recommendations at retailers

(e) attractiveness of exchange offers

(f) attractiveness of financial schemes

(g)attractivemess promotional offer such as free gifts/ discount/freebies etc.

14. which channel do you watch on the t.v( includes all star/ zee/sahara/sony /NDTV/aaj

tak/ESPN/discovery/geographical channel/FTV/etc)

(a) music channel (b) sports channel

(c) movie channel (d) fashion channel

(e) news channel (f) informative channel

46

Finding & Analysis

47

1. which type of bike you are using at present time ?

in the above figure shows that 30% people prefer conventional/standard bike

and 70% people prefers customized/stylist bike.

48

2.which brand of bike is preferred by you most?

In above figure shows 25% people prefer yamaha bike, 15% people prefer

tvs bike, 25% people using hero hond bike and 35% people prefer bajaj bike.

49

2. what is the source of purchasing a bike ?

In above figure shows 90% people prefer authorized dealer and 10%people

prefer second hand market.

50

4.If you are using a yamaha bike which factor attracts you toward it most?

In above figure shows 63% people prefer price of yamaha bike,15% people

prefer quality of bike,18% people prefer style of bike and 4 % people prefer

mileage of the bike.

5.are you satisfied with the quality of yamaha bike?

51

In above figure shows 72% people are satisfied with the quality of yamaha

bike, 20% people say some time, 8% people say nothing and no one say they

are not satisfied with quality of yamaha bike.

6. yamaha bike dealer is easily available in your area ?

52

In above figure shows that 85% people say yamaha bike dealer is avalible

and 15% people say no.

53

7. do you go for any other brand because of cheaper price ?

In above figure shows that 60% people say they don`t go for any other brand

because of cheaper price and 40% people say yes.

54

8. are you aware of the brand of yamaha bike available in your area?

In above figure shows that 70% people say they are aware of the brand of

yamaha bike, 20% people say nothing and 10% people say no .

55

9.What feature you want to added in yamaha bike to make it most

favourable in your area?

In above figure shows that 40% people say discount, 35% people say

scheme, 15% people say advertisement and 10% people say authorized

dealer.

56

10.what is the similer feature between yamah and other company`s

bike ?

In above figure shows that 20% people say price is same, 30% people say

quality is same, 30% people say milage is same, 20% people say authorized

dealer and 0% say non of these.

11.how many kilometers do you ride each day ?

57

In above figure shows that 60% people say they ride the bike <10 km each

day, 25% people say they ride the bike 10-25 km each day, 15% people say

25-50 km each day and no one say they ride the bike >50 km each day.

12.kindly rate the importance of following factor in selecting your bike?

58

In order of performance

In above figure shows that 22% people say mileage, 5% people comfort,

25% people say style, 12% people say price, 9% people say resale value,

12% people say brand, 8% people say brand and 7% people say after sales

service.

59

13.please rate the top three buying influences in selecting your bike?

In above figure shows that 8% people say advertisement, 5% people say

product brochures,45% people say recommendation from friend and

relatives, 5% people say information and recommendations at retailers, 7%

people say attractiveness of exchange offer, 10% people say attractiveness of

financial scheme and 20% people say attractiveness of promotional offer

such as free gift/discounts,etc.

60

14.Which channel do you watch on T.V(including all

star/zee/shara/sony/NDTV/Aaj tak/ESPN/Discovery/geographical

channel/FTV,etc)

In above figure shows that 30% people watch music channel, 25% people

watch sport channel, 25% people watch movie channel, 12% people watch

fashion channel, 4% people watch news channel, 4% people watch

information channel .

61

preformance of Yamaha’s showrooms as compared to

showrooms of another bikes.

Interpretation:

By pie chart it shows that about 40% of people response good as comparison to another

bikes.

1 Customers said that sales representatives behave very well to themselves.

2 They also offering them tea, coffee and cold drinks.

3 All the schemes available of Yamaha’s bikes told them by sales representatives

also.

About 25% of customers Yamaha’s showrooms performance same as


62

About 35% of customers said that performance of Yamaha’s showrooms very poor than


1 Sales representatives didn’t care their customers.

2 They don’t provide them all information about bikes.

3 They don’t provide them all information about the schemes.

4 They don’t solve the customer’s problems aggressively.

5 Customers also complained that the sales representatives also not properly

trained.

63

Performance of Yamaha’s showrooms as comparison of Hero

Honda’s showrooms

Interpretation:

By pie chart it shows that only 39% Customers rated performance of Yamaha’s

showrooms good & very good as comparison to Hero Honda’s showrooms.

And about 37% Customers rated performance of Yamaha’s showrooms poor as

comparison to Hero Honda’s showrooms. Customers said that sales representatives of

Yamaha’s showrooms don’t treat their customers like sales representatives of Hero

Honda’s showrooms and they take time to listen customer’s complaint and also sales

representatives of Yamaha’s showrooms are not trained like sales representatives of Hero

Honda’s showrooms.

64

Performance of Yamaha’s showrooms as comparison of TVS’s

showrooms

Interpretation:

By pie chart it shows that only 46% of customers rated performance of Yamaha’s

showrooms good & very good as comparison to TVS’s showrooms.

And about 27% Customers rated performance of Yamaha’s showrooms poor as

comparison to TVS’s showrooms. Customers said that sales representatives of Yamaha’s

showrooms don’t treat their customers like sales representatives of TVS ’s showrooms

65

Performance of Yamaha’s showrooms as comparison of LML’s

showrooms

Interpretation:

By pie chart it shows that only 50% customers rated performance of Yamaha’s

showrooms good & very good as comparison to LML’s showrooms. 50% of Customers

said that the behaviors of sales representatives very good as comparison to behaviors of

sales representatives of LML’s showrooms.

And about 20% rated performance of Yamaha’s showrooms average as comparison to

LML’s showrooms

And about 30% rated performance of Yamaha’s showrooms poor as

comparison to LML’s showrooms. 30% of Customers said that sales

representatives of Yamaha’s don’t treat like sales representatives of

LML’s showrooms.

66

Performance of Yamaha’s showrooms as comparison of Bajaj’s

showrooms

Interpretation:

By pie chart it shows that only 30% customers rated performance of Yamaha’s

showrooms good & very good as comparison to Bajaj’s showrooms. Only 30% of

Customers said that the sales representatives of Yamaha’s showrooms good as

comparison of sales representatives of Bajaj’s showrooms to handle their customers and

they also listen customers’ complaints.

And about 30% rated performance of Yamaha’s showrooms average as

comparison to Bajaj’s showrooms

67

And about 40% rated performance of Yamaha’s showrooms poor as comparison to

Bajaj’s showrooms. 30% of Customers said that sales representatives of Yamaha’s don’t

treat like sales representatives of Bajaj’s showrooms and they also don’t ask about tea,

coffee to their customer

68

Comparison of Brands in the Pleasure Segment

5.50

6.00

6.50

7.00

7.50

8.00

Value for Money

Looks

Brand ImageMileage

Power

Enticer

CBZ

Pulsar

Fiero F2

Interpretation:

Every Respondent was asked to rate the four major selling motorbikes in the Pleasure

Segment i.e. Yamaha Enticer, Hero Honda CBZ, Kawasaki Bajaj Pulsar and TVS Fierro

F2 on five parameters. Averages of these ratings were calculate and plotted on the Radar

Chart thus giving us a comparative picture of all these motorbikes.

69

1 In terms of Looks / Style that these bikes offer, we find that Enticer and CBZ are

at par.

2 We find that out of all the four bikes, Brand Image of CBZ is the best. Rather it is

way ahead of the competition. YMI Enticer has to improve upon the Brand

Perception.

3 Mileage given by Enticer is perceived to be really low as compared to CBZ and

Pulsar.

4 On the perception of Power / Pick-up Enticer is behind all its competitors. The

reason may be that Enticer was launched and is a Cruiser Bike. So, the

expectations of the consumer in terms of Power offered by the bike increases,

which the bike is not able to meet.

5 Probably because Yamaha Enticer lags on all these four parameters, the

consumers do not perceive it as a Value for Money bike.

Dealership is one of the major reasons for the bad performance of YMI in the urban

areas.

The consumers don’t interact with the company directly but interact with the dealers

and it is the services that they get from the dealers through which they create an

impression about the company too. Good dealership network is therefore one of the

most important parameters upon which the company should work. Proper behavior of

sales representative is also responsible of good sale of company. If the sales

representatives behave right way to their customers then it is very helpful for growth

of company

70

Overall Comparison of the sales representative

attitude at the showrooms of various companies

5

6

7

8

9

10

Friendly

Ability to Convince

Helpful

Communication Skills

Listening Abilities

Product Knowledge

YMI

HH

KB

TVS

LML

Others

Interpretation:

Respondents were asked to rate the Salesman of Yamaha, Hero Honda, Kawasaki Bajaj, TVS,

LML and Others on six parameters (namely Friendly Attitude, Ability to Convince, Helpful

Attitude, Communication Skills, Listening Abilities and Product Knowledge) as Excellent, Good,

Average and Poor. These ratings were then given weights of 10 for Excellent, 7.5 for Good,

5 for Average and 2.5 for Poor. The number of respondents rating YMI Dealer Salesman,

at some attribute (say Friendliness) were counted and multiplied with their corresponding

weight. It was done for all the other attributes. The cumulative scores of each of the

company for each of the attribute were found out. Then, these cumulative score was

plotted on the graph, giving us the comparative analysis of the Dealer Salesman Attitude

for the various Companies' Showroom.

71

The above graph shows the attitude of the sales representative of various companies

showrooms towards the consumer when he visits the showrooms with an intention to buy

a bike.

6 In terms of friendliness and helpfulness of the sales people, Yamaha is ranked the

last whereas Hero Honda and TVS are the clear winners. Most of the respondents

complained of the indifferent attitude of Yamaha's sales representative during the

sale as well as once the sale was done. This is one of the important parameters

where the dealership needs to be improved tremendously as in today's competitive

world the consumers are the king and therefore every effort should be made to

make them feel comfortable and at ease as far as possible.

7 In terms of product knowledge of the sales representative, too Yamaha is ranked

at the last position whereas Hero Honda once again emerges at the top position. A

large number of consumers complained that the sales representative of Yamaha

could not explain the details about the bike and just knew the basic features about

them.

8 In terms of communication skills, Yamaha comes third after Hero Honda and

Kawasaki Bajaj. Although it does better on this front in comparison to the other

parameters, effort should still be made towards improvement.

9 In terms of listening abilities and ability to convince Hero Honda again emerges

as a clear winner closely followed by Kawasaki Bajaj, Yamaha, TVS, and LML

come next all ranked more or less equally.

The above analysis clearly shows that the Dealership of Hero Honda is the best on all the

parameters whereas Yamaha's dealership needs considerable improvement on all the

parameters. Therefore, efforts should be made to ensure that the sales people at the

showroom are friendly and helpful, are able to clearly communicate all the finer details

about the bike to the consumers, and are finally able to convince them to make the

purchase through their overall pleasing personality.

72

Overall Position of Each Companies in the

Consumer's Mind based on Consumer Rankings of

various features

10.00

15.00

20.00

25.00

30.00

35.00

40.00

45.00

50.00

YMI HH KB TVS LML

Companies

Wei

ghte

d A

vg. o

f th

e F

eatu

res

Interpretation:

This graph summarizes the fact that YMI is rated behind Hero Honda and Kawasaki

Bajaj and at par with TVS on an overall rating on the five parameters as per the

responses.

Therefore the main reasons for YMI’s underperformance in the urban cities can be

attributed to the following factors:

Low Brand Image proved through the low recall of the YMI brand

Lack of advertising,again proved through the low recall of the YMI brand

73

Technical problems with the bike such as low pick, low mileage, too much noise by

the engine etc

Style/Looks of the bike not liked by the urban consumers.

Poor dealership in terms of customer-dealer relationship.

74

Limitation

75

LIMITATIONS

1 Unfriendly and unhelpful nature of the sales people.

Once the sales are made there is no proper response to the consumers complai

nts and sometimes infact the consumers are told to get the problem repaired th

emselves only from outside.

2 No clear explanation of the features is given to the consumers. Only the ve

ry basic things about the bike that the consumer is already aware of before co

ming to the showroom are told to him again whereas the full details are not ex

plained to him.

3 Indifferent attitude of the dealers to the consumer’s complaints. Most of t

he consumers were not given their registration certificates (RC) even after a m

onth of their purchase of the bike. Many of them had not received their duplic

ate keys too. And even after a number of calls to the dealer, the dealer still doe

sn’t pay any heed to these complaints of the consumers.

4 Incomplete knowledge about the schemes and incentives to the sales repre

sentatives. The sales representative are not fully aware of the various schemes

which the company and dealer offers and has to confirm every little detail fro

m the owner which takes time and by that time the consumer has already lost i

nterest in the bike

5 Improper display of motorbikes at the showroom.

According to the consumers the bikes at YMI’s showroom are displayed in a v

ery shabby manner as compared to the display of bikes at the showrooms of ot

her companies such as Hero Honda, Bajaj etc. This obviously puts off the con

sumer even before he enters the YMI showroom thus resulting in lost sales.

6 Non-availability of service engineers at the service centers. Most of the con

sumers complained that the engineers present at the service centers have no cl

ear knowledge about the bike and are not even diploma holders in their field.

No complete check up of the bike is done and only those parts about which th

e consumers complain are serviced.

76

7 Don’t care style and design. Company doesn’t care the style and design of bi

kes. Many customers felt that the company don’t the better looks like Hero Ho

nda, TVS, Bajaj

8 Not provided training to all sales representatives The sales representative

s of the dealers don’t give training to make them sales representatives. Theref

ore they didn’t serve the customers very well.

9 Not using various form of advertising and promotional strategies The com

pany didn’t use new and innovative promotional schemes and techniques from

time to time to keep the consumers always guessing and interested in the com

pany. This is also the reasons of declining sales.

77

Suggestion

78

SUGGESTIONS

Suggestions given by the Consumers

The consumers were asked to give suggestions which they would like the company to

implement and which can help the company in earning a better brand image in the market

thus leading to greater sales, profitability and market share.

1 Adding Differentiation

In general the majority of the consumers said that the company must differentiate

its bike along the 4 dimensions: product, dealership, after sales services and

image. Differentiation is defined as the process of adding a set of meaningful and

valued differences to distinguish the company’s offering from competitor’s

offerings. The consumers recommendations can therefore be defined according to

the 4 P’s: Price, Product, Promotion, Place (Dealership)

PRODUCT

2 Product Differentiation

According to consumers product-differentiating features should be introduced by

the company in terms of style, design, performance quality, conformance quality,

reliability, durability etc of the bike.

(a) Style describes the products look and feel to the buyer. It has the advantage of

creating distinctiveness that is difficult to copy. Most of the consumers felt that

the company must make the front headlight of the bike as that of CBZ.

(b) Design on the other hand offers a potent way to differentiate and position a

company’s product and services. Design is the totality of features that affect how

a product looks and functions in terms of customer requirements. Most of the

79

consumers felt that the company must make the design bikes like Hero Honda,

Bajaj, TVS, LML It thus is the factor, which often gives a company its

competitive edge.

(c) According to consumers the company should organize free service camps from

time to time to ensure smooth functioning of the bike and ensure performance

quality this way.

(d) Durability and reliability are other 2 important parameters, which the company

should improve upon. The company must therefore ensure a reasonable operating

life of the motorbike under natural or stressful conditions and must also create

such a reputation that the product will not malfunction or fail within a specified

time period.

PROMOTION

As already seen in the analysis most of the respondent’s thought that Yamaha’s

promotion are not effective and only a small percentage of the people (6%)

thought that it was very effective. Therefore promotion is one of the major areas

where the company really needs to work upon as promotions play a very

important role in inducing the consumer to buy a product (as also seen from

the analysis).

3 Image Differentiation

Buyers respond differently to company and brand images. Identity and image are

2 different things. Identity comprises the ways that a company aims to identify

or position itself or its product.

Image on the other hand is the way the public perceives the company or its

product.

Identity has the following three advantages:

(a) It establishes the products character and value proposition.

(b) It conveys this character in a distinctive way.

(c) It delivers emotional power beyond a mental image.

For the identity to work the company must convey this through every available

communication vehicle and brand contact. It must be worked into ads, media

80

etc. If Yamaha means “ touching your heart” this must be expressed in symbols,

colors, slogans, atmosphere, events and employee behavior.

The consumers gave some of the following recommendations, which can help the

company in creating an image differentiation in the market.

(a) Through symbols, colors, slogans, special attributes:

According to consumers the company must highlight its symbol very clear

ly so that people are able to recall it at the first instance and are able to rela

te the company to the symbol every time they see it.

The company must also repeat its tagline “Touching your heart” after

every mention of its name so that people can instantly recall the company

just by its tagline. This will definitely help the company in increasing its

mind share among the consumers.

At the same time some of the consumers gave the suggestion that the

company can differentiate its image using its special attributes such as by

making the people aware that it’s the oldest company in the motorbike

industry or that it is the number 2 maker of motorbikes in the world.

(b) Physical Plant:

Some of the consumers gave a very unique idea, which can help the comp

any in creating a strong image in the market: that is to invite customers t

o visit their well laid out headquarters and factories. A company may a

lso build a corporate museum at its headquarters that displays its history a

nd the art of producing and marketing its products. This will make the con

sumers feel one of the member of the company and will go a long way in c

reating brand loyalty and commitment. This will also help the company in

having a one on one interaction with the consumers and help in getting th

e consumers know the company better as well as the company knowing th

e consumers better.

(c) Events and Sponsorships:

The consumers gave an extremely innovative idea, which can help the co

mpany improve its brand image and also give a chance to the company to

come closer to the consumers.

81

The company could also sponsor annual motorcycle rallies or similar even

ts like other bikes time to time. They should give free test driving to peopl

e and tell the people about the features of bikes and take the feed back to p

eople about the people and if they want to give any suggestions note those

suggestions .This would also give the company a lot of publicity among t

he consumers, which would eventually help in increasing the visibility and

the brand image of the company. Such events can create attention and ca

n have a lasting effect on brand awareness, knowledge and preference.

(d) Using various forms of advertising and promotional techniques:

The company must keep coming up with new and innovative promotional

schemes and techniques from time to time to keep the consumers always g

uessing and interested in the company. The advertisements and the scheme

s that the company comes up with must also be advertised nationally on tel

evision as well as in newspapers to create a lasting impact on the consume

rs, which will ensure greater brand awareness and consumers share of

mind. Company also hire brand ambassador like other company hired

Hero Honda - Hrithik Roshan

Saurav Ganguly

TVS - Sachin Tendulkar

Kinetic Boss - Kapil Dev

PLACE (Dealership)

As seen from our analysis Yamahas lags behind all its major competitors in ter

ms of dealership. There have been ample number of complaints from the consume

rs regarding the indifferent attitude of the sales representative sat the YMI’s show

room which is one of the major reasons for the company’s low sales as it kills rep

eat sales as well as word of mouth publicity.

Some of the problems faced by the consumers at the showrooms as well as some

of the suggestions to improve these problems are as follows:

10 Unfriendly and unhelpful nature of the sales people.

82

Once the sales are made there is no proper response to the consumers complai

nts and sometimes infact the consumers are told to get the problem repaired th

emselves only from outside.

Suggestion by the consumers:

The dealer must make sure that the consumers complaints are met as soon as p

ossible and that every help and assistance is given to the consumer regarding t

he bike. They order their sales representatives to handle the aggressively.

11 No clear explanation of the features is given to the consumers. Only the ve

ry basic things about the bike that the consumer is already aware of before co

ming to the showroom are told to him again whereas the full details are not ex

plained to him.


In order to solve this problem the company can organize a training programme

for the sales representatives to equip them with the complete details about the

bike so that they can further give a complete explanation to the consumers abo

ut even the full details about the motorbike like about features what is the mile

age of bike, about pick up and other features tell by the sales representatives t

o customers

12 Indifferent attitude of the dealers to the consumer’s complaints. Most of t

he consumers were not given their registration certificates (RC) even after a m

onth of their purchase of the bike. Many of them had not received their duplic

ate keys too. And even after a number of calls to the dealer, the dealer still doe

sn’t pay any heed to these complaints of the consumers.


In such a case it must be made sure that the RC’s, duplicate keys and the other

accessories are given to the consumer along with the final sale rather than mak

ing the consumer wait for months.

13 Incomplete knowledge about the schemes and incentives to the sales repre

sentatives. The sales representative are not fully aware of the various schemes

which the company and dealer offers and has to confirm every little detail fro

m the owner which takes time and by that time the consumer has already lost i

nterest in the bike.

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Suggestion by the consumer:

Whenever a new scheme comes out by the company or the dealer, the sales representati

ve must be given a detailed briefing about what the scheme is all about and about the sch

eme give ads on Tv’s and publish also in newspaper, magazines and by banners. So that h

e can explain it to the consumer on his own rather than the consumer asking him about it.

.

14 Improper display of motorbikes at the showroom.

According to the consumers the bikes at YMI’s showroom are displayed in a v

ery shabby manner as compared to the display of bikes at the showrooms of ot

her companies such as Hero Honda, Bajaj etc. This obviously puts off the con

sumer even before he enters the YMI showroom thus resulting in lost sales.


The bikes should therefore be displayed in an attractive manner so that it catch

es the eye of every passerby and increases the percentage of walk-ins everyda

y.Because we say that the first look is last look.

15 Non-availability of service engineers at the service centers. Most of the con

sumers complained that the engineers present at the service centers have no cl

ear knowledge about the bike and are not even diploma holders in their field.

No complete check up of the bike is done and only those parts about which th

e consumers complain are serviced.


According to consumers the engineers at the service centers must at least be di

ploma holders and must do a thorough check up of the bike on their own first

and then do the specific check up according to the consumers complaints.

In short the sales persons at the showroom must possess the following six cha

racteristics:

(a) Competence: This implies possessing the required skill and knowledge.

(b) Courtesy: They must be friendly, respectful and considerate.

(c) Credibility: They must be trustworthy.

(d) Reliability: They must perform the services consistently and accurately.

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(e) Responsiveness: They must respond quickly to customers problems and r

equests.

(f) Communication: They must make an effort to understand the customer a

nd communicate properly.

The customers can help the company to improve its after sales services to a gr

eat extent also gave a number of suggestions.

3 Services Differentiation

The motorbike industry is such an industry where almost all the bikes offer the sa

me features and the scope of product differentiation is not that much. In such a cas

e, the company can create differentiation in its services by offering excellent v

alue added services to the consumers. So in this they offer excellent service faci

lity to customers. They should take the customers all problems and solved fastly b

ecause if you can take long to solve customer’s problems then you can lose your c

ustomers. Behave nice manner to their customers and ask about tea, coffee, cold d

rink etc..

(a) Ordering and delivery ease:

The dealer must ensure ease in ordering and delivery of the bike to the consume

r. This will help gain customer confidence in the first instance. The company can

adopt a computerized quick response system that links the information systems

of their dealers, manufacturing plants etc. The buyer can then choose a dealer w

ith a better reputation for speedy or on time delivery.

(b) Training to sales representatives:

The sales representatives of the dealers must be given an extensive training to ma

ke them aware about every detail about the bike so that they become equipped wit

h providing the consumers with the same kind of knowledge and details. Give adv

ise to sales representatives tell the all features about the bike to customers and if c

ompany offering any scheme then give them all details about he scheme.

(c) Proper redressal of consumers grievances:

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The company must address maintenance and repair problems related with the bike

as soon as possible to keep the bike in good working order. One of the suggestion

s given was that the company could offer online technical support or e-support

for their customers. So that in the event of a service problem customers can use va

rious online tools to find the solution.

(d) Miscellaneous Services:

According to consumers the company can also find a number of other ways to diff

erentiate customer services. They can do this by offering an improved product

warranty or maintenance contract. They can also offer rewards. They give th

e scheme first seven or five services of the bike to free all customers and give the

m awards of every purchase of bike like watch, camera,cash discount and other re

wards also.

The company must look at these suggestions seriously as they are given by the consumers directly and if the company actually works upon them, they can easily gain consumers trust which can go a long way in creating consumer loyalty and commitment towards the co

mpany

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Competitor Analysis in each segment, based on five parameters:

Each of the YMI bikes were compared with the competition bikes in the same

segment on the basis of the following parameters:

Value for money

Style/looks

Mileage

Pick up

Brand image

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Bibliography

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BIBLIOGRAPHY

www.yamaha-motor-india.com

www.truly-yamaha.com

Marketing Management- Philip Kotler

Research Methodology-C.B. Beri

Annual Report of the Company

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Yamaha Project

Documents

Transcript of Yamaha Project