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Topic Name

Bachelor of Management Studies


Semester V
Submitted
In Partial Fulfillment of the requirements
For the Award of Degree of
Bachelor of Management Studies
By
(Name of Student)
(Roll no.)

Changu Kana Thakur Arts, Commerce and Science College,


New Panvel
Plot No. 1, Sector 11, Khanda Colony, New Panvel (w), Dist. Raigad, Maharashtra,
India 410206
DECLARATION

I, __________________ the student of T.Y.B.M.S. Semester V (2016- 2017) hereby declare that I
have completed the project on ______________.

The information submitted is true and original to the best of my knowledge.

_____________________
(Signature of Student)
Name of the student
Roll number

Changu Kana Thakur Arts, Commerce and Science College,


New Panvel
Plot No. 1, Sector 11, Khanda Colony, New Panvel (w),
Dist. Raigad, Maharashtra, India 410206
CERTIFICATE

This is to certify that Mr./Ms.__________, Roll no:___of Third Year B.M.S.,


Semester V (2016- 2017) has successfully completed the project on __________
________under the guidance of_____________.

Course Coordinator Principal

Project Guide/ Internal Examiner

External Examiner
ACKNOWLEDGEMENT

To list who all have helped me is difficult because they are so numerous and the depth is so enormous.

I would like to acknowledge the following as being idealistic channels and fresh dimensions in the
completion of this project.

I take this opportunity to thank the University of Mumbai for giving me chance to do this project.

I would like to thank my Principal, __________for providing the necessary facilities required for
completion of this project.

I take this opportunity to thank our Coordinator_______________, for her moral support and
guidance.

I would also like to express my sincere gratitude towards my project guide _____________ whose
guidance and care made the project successful.

I would like to thank my College Library, for having provided various reference books and magazines
related to my project.

Lastly, I would like to thank each and every person who directly or indirectly helped me in the
completion of the project especially my Parents and Peers who supported me throughout my project.
Table of Contents
VARIOUS PROMOTIONAL TOOLS USED BY

BHAVNA AUTOWHEELS PVT.LTD.


INTRODUCTION

Automobile is one of the largest industries in global market. Being the leader in product and process
technologies in the manufacturing sector, it has been recognized as one of the drivers of economic
growth. During the last decade, well directed efforts have been made to provide a new look to the
automobile policy for realizing the sector's full potential for the economy. Aggressive marketing by the
auto finance companies have also played a significant role in boosting automobile demand, especially
from the population in the middle income group.

A Nations economy is well known from its transport system. For instant and rapid
growth in economy, a well-developed and well-networked transportation system is essential. As India's
transport network is developing at a fast pace, Indian Automobile Industry is growing too. Also, the
Automobile industry has strong backward and forward linkages and hence provides employment to a
large section of the population. Thus the role of Automobile Industry is very essential in Indian
economy. Various types of vehicles are manufactured by the Automobile Industry. Indian Automobile
Industry includes the manufacturing of trucks, buses, passenger cars, defense vehicles, two-wheelers.

The two-wheeler manufacturing is dominated by companies like Hero Honda TVS, Honda Motorcycle
& Scooter India (Pvt.) Ltd., Yamaha, Bajaj, etc.

The automobile industry in the country is one of the key sectors of the economy in terms of the
employment opportunities that it offers. The industry directly employs close to around 0.2 million
people and indirectly employs around 10 million people. The prospects of the industry also has a
bearing on the auto-component industry which is also a major sector in the Indian economy directly
employing 0.25 million people

All is not well with the automobile industry the world over currently with the slowdown that has
gripped most of the major economies of the world. The gap between the manufacturing capacity
volume and the assembly volume is growing by the day and has worried the manufacturers. This state
of affairs has triggered a lot of cut-throat competition and consolidation in the industry. Cost reduction
initiatives have come to be the in thing in the global industry today. Towards this direction, many
automobile factories are being closed down. The Indian automobile industry is a stark contrast to the
global industry due to many of the characteristics, which are peculiar to India. The Indian automobile
industry is very small in comparison to the global industry. Except for two wheelers and tractors
segments, the Indian industry cannot boast of big volumes vis--vis global numbers.

OBJECTIVES OF THIS STUDY

This study is done in keeping following objectives in view.


1 To Understand the Marketing Strategies of scooters and motor bikes dealers in Bangalore.
2 To gain valuable insight into the two wheeler sector.
3 To study the current trends in two wheeler sector.

LIMITATIONS OF THE STUDY:

The study limited to the extent of available data.


An in depth study might not be done because of time constraints.
The study is restricted to Two-wheeler dealers in Navi Mumbail city only.
OVERVIEW OF TWO WHEELER SECTOR

Two Wheeler Industry


The Indian two wheeler contributes the largest volumes amongst all the segments in automobile
industry. Though the segment can be broadly categorized into 3 sub-segments viz.; scooters,
motorcycles and mopeds; some categories introduced in the market are a combination of two or more
segments e.g. scooters and step-thrus. In the last four to five years, the two-wheeler market has
witnessed a marked shift towards motorcycles at the expense of scooters. In the rural areas, consumers
have come to prefer sturdier bikes to withstand the bad road conditions. In the process the share of
motorcycle segment has grown from 48% to 58%, the share of scooters declined drastically from 33%
to 25%, while that of mopeds declined by 2% from 19% to 17% during the year 2000-01. The Euro
emission norms effective from April 2000 led to the existing players in the two- stroke segment to
install catalytic converters. All the new models are now being replaced by 4-stroke motorcycles. Excise
duty on motorcycles has been reduced from 32% to 24%, resulting in price reduction, which has aided
in propelling the demand for motorcycles.
Within the two-wheeler industry, motorcycle segment grew at a phenomenally high rate of 35% as
against a deceleration of 3% for scooters and 27% for mopeds.
In fact, motorcycle has been taking away the share of scooters and mopeds in a 4.3 million two-
wheeler market and surging ahead with its market share of 68%. The increasing demand from semi-
urban and rural segments may have caused this positive shift towards motorcycles. Also, easy credit
coupled with low interest rate regime, constrained personal transport, increasing income levels in
middle class and higher aspirations of young people all seem to be the factors responsible for such high
growth in two-wheelers. The growth in two-wheelers has been robust enough to counter the slowdown
and other factors constraining the overall business activity in the country. Also, rationalization of
excise duty in the Union Budget 2002-03 had a positive impact on the demand for motorcycles. We
also expect the motorcycles to continue to lead the two-wheeler segment like in all other Asian
countries. Available forecasts suggest that this trend would continue for another couple of years and
the industry would record nearly double-digit average annual growth up to 2006.
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 htc mas led to cost cutting efforts all across the industry, thereby, making
the customer an ultimate beneficiary. The trend also saw introduction of new motorcycles with
capacity ranging from 100 to 180cc 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 business has a tendency to taper and plateau after attaining a
particular size. An annual growth rate of 10-12 percent 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 of motorcycles. Motorcycles ranking highest in the irrespective segments for TCS are:
Hero Honda CD100 SS (best standard motorcycle segment); Hero Honda Splendor (best executive
motorcycle segment); "The relatively low score for the premium segment indicates that most
manufacturers have fallen short of meeting the high expectations of these buyers, states Mr. Lochan.
Indians prefer the two wheelers because of their small manageable size, low maintenance, and pricing
and easy loan repayments. Indian streets are full of people of all age groups riding a two wheeler.
Motorized two wheelers are seen as a symbol of status by the populace. Two wheelers in India are the
second largest producer and manufacturer of two-wheelers in the world. It stands next only to Japan
and China in terms of the number of two-wheelers produced and domestic sales respectively. Indian
two-wheeler industry has got spectacular growth in the last few years. Indian two-wheeler industry had
a small beginning in the early 50's. The Automobile Products of India (API) started manufacturing
scooters in the country.
Bikes are a major segment of Indian two wheeler industry, the other two being scooters and mopeds.
Indian companies are among the largest two-wheeler manufacturers in the world. The two-wheeler
market was opened to foreign competition in the mid-80s. With the availability of fuel efficient low
power bikes, demand swelled, resulting in Hero Honda -then the only producer of four stroke bikes
(100cc category), gaining a top slot.
The first Japanese motorcycles were introduced in the early eighties. TVS Suzuki and Hero
Honda brought in the first two-stroke and four-stroke engine motorcycles respectively. These two
players initially started with assembly of CKD kits, and later on progressed to indigenous
manufacturing. In the 90s the major growth for motorcycle segment was brought in by Japanese
motorcycles, which grew at a rate of nearly 25%CAGR in the last five years.
The industry had a smooth ride in the 50s, 60s and 70s when the Government prohibited new entries
and strictly controlled capacity expansion. The industry saw a sudden growth in the 80s. The industry
witnessed a steady growth of 14% leading to a peak volume of 1.9mn vehicles in 1990

EVOLUTION OF TWO-WHEELER INDUSTRY IN INDIA:


Two-wheeler segment is one of the most important components of the automobile sector that
has undergone significant changes due to shift in policy environment. The two-wheeler industry has
been in existence in the country since 1955.It consists of three segments viz. scooters, motorcycles and
mopeds. In India there are some MNCs and Indian company dealing in automobile sector. The main
key players who are dealing in this sector are Hero Honda, Bajaj, Yamaha, Honda, and TVS. Hero
Honda is the biggest player in this sector in India as well as in the world and playing a very important
role in two wheeler automobile sector. Hero Honda, Bajaj and TVS are the Indian companies and
Yamaha & Honda are international automobile brand.

RESEARCH METHODOLOGY AND RESEARCH DESIGN:

The aim is to bring a clear picture of the procedure followed in the study.

Sample Size:
Total sample size was 25. Response taken by questionnaire and personal interview

Sample frame:
Since the research was localized, the sample frame consisted of local consumers from Navi Mumbai.

Primary Data:
The Primary Data is to be collected through
1. Questionnaire
2. Personal interview

Secondary Data:
The secondary data is to be collected from Dealers internal reports documents Journals and magazines
Websites
Research Design:
The primary data and secondary data will be studied analyzed appropriately and interpreted to extract
certain facts. Whenever necessary statistical tools and financial tools like tabulation, graphs will be
used to present the findings effectively.

PROFILE OF HONDA

HONDA
Honda two wheelers came to the Indian shores in 2004 with the launch of the sleek Honda Unicorn.
The Honda Unicorn introduced the first puncture resistant tubes to the Indian two-wheeler market.
Honda followed up its success with motorbikes by groundbreaking scooters like the Honda Activa ,
which has owners all over the country beaming with pride and pleasure .After a period of successful
marketing of its products it never looked down, It geared up with great bikes like Honda Shine, which
really shined in the 125cc bike market, Honda Stunner ,which robed the hearts of young stars and with
twisted the minds of people with its Honda Twister and trying to get the glory of unicorn with its
Honda Dazzler It has good amount of market share among scooter segment with high
demanded Honda Active and followed by Aviator and Dio . It even entered in to fun biking culture by
introducing the international standard racing bikes like.

HONDA WORLDWIDE

Honda Motor Company, Japan with its headquarters in Tokyo, has manufacturing operations in32
countries with 109 production bases. The company principal of Honda Worldwide is dedication to
supplying products of the highest quality yet at a reasonable price for worldwide customer satisfaction
It has 3 business divisions namely 2-wheelers, 4-wheelers and Power Products. Apart from HMSI that
manufactures 2-wheelers, the other business divisions in India include Honda Siel Cars India Limited
(HSCI) and Honda Siel Power Products Limited (HSPP)

Honda Headquarters
HISTORY

Throughout his life, Honda's founder, Soichiro Honda, had an interest in automobiles.
He worked as a mechanic at the Art Shokai garage, where he tuned cars and entered
them in races. In 1937, with financing from his acquaintance Kato Soichiro , Honda
founded Tokai Seiki (Eastern Sea Precision Machine Company) to make piston rings
working out of the Art Shokai garage. After initial failures, Tokai Seiki won a contract
to supply piston rings to Toyota, but lost the contract due to the poor quality of their
products. After attending engineering school without graduating, and visiting factories
around Japan to better understand Toyota's quality control processes, by 1941 Honda
was able to mass-produce piston rings acceptable to Toyota, using an automated process
that could employ even unskilled wartime laborers.
Tokai Seiki was placed under control of the Ministry of Commerce and Industry (called
the Ministry of Munitions after 1943) at the start of World War II, and Soichiro Honda
was demoted from president to senior managing director after Toyota took a 40% stake
in the company. Honda also aided the war effort by assisting other companies in
automating the production of military aircraft propellers. The relationships Honda
cultivated with personnel at Toyota, Nakajima Aircraft Company and the Imperial
Japanese Navy would be instrumental in the postwar period. A US B-29 bomber attack
destroyed Tokai Seiki's Yamashita plant in 1944, and the Itawa plant collapsed in the 13
January 1945 Mikawa earthquake, and Soichiro Honda sold the salvageable remains of
the company to Toyota after the war for 450,000, and used the proceeds to found the
Honda Technical Research Institute in October 1946.
With a staff of 12 men working in a 16 m2 (170 sq ft) shack, they built and sold
improvised motorized bicycles, using a supply of 500 two-stroke 50 cc Tohatsu war
surplus radio generator engines. When the engines ran out, Honda began building their
own copy of the Tohatsu engine, and supplying these to customers to attach to their
bicycles. This was the Honda A-Type, nicknamed the Bata Bata for the sound the
engine made. In 1949, the Honda Technical Research Institute was liquidated
for 1,000,000 or about US$ 5,000 today; these funds were incorporate Honda Motor
Co., Ltd. At about the same time Honda hired engineer Kihachiro Kawashima,
and Takeo Fujisawa who provided indispensable business and marketing expertise to
complement Soichiro Honda's technical bent. The close partnership between Soichiro
Honda and Fujisawa lasted until they stepped down together in October 1973
.
The first complete motorcycle, with both the frame and engine made by Honda, was the
1949 D-Type, the first Honda to go by the name Dream. Honda Motor Company grew
in a short time to become the world's largest manufacturer of motorcycles by 1964.
The first production automobile from Honda was the T360 mini pick-up truck, which
went on sale in August 1963. Powered by a small 356-cc straight-4 gasoline engine, it
was classified under the cheaper Kei car tax bracket. The first production car from
Honda was the S500 sports car, which followed the T360 into production in October
1963. Its chain-driven rear wheels pointed to Honda's motorcycle origins.

Over the next few decades, Honda worked to expand its product line and expanded
operations and exports to numerous countries around the world. In 1986, Honda
introduced the successful Acura brand to the American market in an attempt to gain
ground in the luxury vehicle market. The year 1991 saw the introduction of the Honda
NSX supercar, the first all-aluminum monocoque vehicle that incorporated a mid-engine
V6 with variable-valve timing
CEO Tadashi Kume was succeeded by Nobuhiko Kawamoto in 1990. Kawamoto was
selected over Shoichiro Irimajiri, who oversaw the successful establishment of Honda of
America Manufacturing, Inc. in Marysville, Ohio. Both Kawamoto and Irimajiri shared
a friendly rivalry within Honda, and Irimajiri would resign in 1992 due to health issues.
Following the death of Soichiro Honda and the departure of Irimajiri, Honda found itself
quickly being outpaced in product development by other Japanese automakers and was
caught off-guard by the truck and sport utility vehicle boom of the 1990s, all which took
a toll on the profitability of the company. Japanese media reported in 1992 and 1993
that Honda was at serious risk of an unwanted and hostile takeover by Mitsubishi
Motors, who at the time was a larger automaker by volume and flush with profits from
their successful Pajero and Diamante.
Kawamoto acted quickly to change Honda's corporate culture, rushing through market-
driven product development that resulted in recreational vehicles such as the first
generation Odyssey and the CR-V, and a refocusing away from some of the numerous
sedans and coupes that were popular with Honda's engineers but not with the buying
public. The most shocking change to Honda came when Kawamoto ended Honda's
successful participation in Formula One after the 1992 season, citing costs in light of the
takeover threat from Mitsubishi as well as the desire to create a more environmentally-
friendly company image.
Later, 1995 gave rise to the Honda Aircraft Company with the goal of producing jet
aircraft under Honda's name.
On 23 February 2015, Honda announced that CEO and President Takanobu Ito would
step down and be replace by Takahiro Hachigo by June; additional retirements by senior
managers and directors were expected.
HONDA MOTOR INDIA Pvt. Ltd. (HMI)

Honda Motor India the wholly owned subsidiary of Honda Motor Co., Ltd Commences Operations,
Beginning with HSCI Parts Operations (HMI) formally began its operations from its corporate office in
Greater Noida, Uttar Pradesh, India from December 1, 2006The plan to set up HMI was first
announced by Mr. Takeo Fukui, President and CEO, Honda Motor Co., Ltd, during his visit to New
Delhi. Formation of HMI is part of the overall strategy to strengthen and integrate operations of Honda
companies in India with respect to service parts. Honda is the world's largest manufacturer of 2-
wheelers. Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI), is a 100% owned subsidiary of Honda
Motor Company Ltd., Japan. Current HMSI products include Activa , Dio & Aviator in Scooters and
CB Unicorn, CB Shine, CBF Stunner, CB Twister & CB Unicorn Dazzler in Motorcycles. All products
have been well received in the market and have created new benchmarks in their respective categories.
HMSI has also entered the Fun-Bike market last year with the launch of CBR1000RR Fire blade
andCB1000R bikes in the Indian market.

HONDA BIKES & SCOOTERS MODEL

Honda Activa 4G Honda CB Shine SP


Honda Cliq Honda Livo

Honda CB Hornet 160R Honda Dio

Honda Navi Honda CB Shine


Honda CB Unicorn150 Honda CB Unicorn

Honda Activa I Honda Activa 125

Honda Gold Wing Honda CD 110 Dream


Honda Aviator Honda Dream Yuga

Honda Dream Neo Honda CBR 1000RR

Honda CBR 650F Honda CRF1000L Africa Twin


Honda CB 1000R

Fourth Quarter Results of Honda

Tokyo, April 28, 2016--- Honda Motor Co., Ltd. today announced its consolidated financial
results for the fiscal fourth quarter and the fiscal year ended March 31, 2016
.
Hondas consolidated net income attributable to Honda Motor Co., Ltd. for the fiscal fourth
quarter ended March 31, 2016 amounted to JPY 72.1 billion (USD 776 million), an increase of
JPY 252.1 billion from the same period in 2015. Basic net income attributable to Honda
Motor Co., Ltd. per common share for the quarter amounted to JPY 39.78 (USD 0.43), an
increase of JPY 138.95 from the corresponding period last year. One Honda American
Depository Share represents one common share.
Consolidated net sales and other operating revenue (herein referred to as revenue) for the
quarter amounted to JPY 2,279.5 billion (USD 24,501 million), an increase of 27.8% from the same
period in 2015, due primarily to increased revenue in all of the business segments and currency
translation effects. Honda estimates that had the exchange rates remained the same from the
corresponding period in 2015, revenue for the quarter would have increased by approximately
25.4%.

Consolidated operating income for the quarter amounted to JPY 96.0 billion (USD
1,033million), an increase of JPY368.2 billion from the same period in 2015, due primarily to
increased profit attributable to increased revenue, reduction in vehicle costs as a result of
increased production and decreased SG&A expenses.

Consolidated income before income taxes and equity in income of affiliates for the quarter
amounted to JPY 93.5 billion (USD 1,006 million), an increase of JPY 392.2 billion from the same
period in 2015.
Equity in income of affiliates amounted to JPY 23.8 billion (USD 257 million) for the quarter, an
increase of JPY 21.1 billion from the corresponding period last year.

Fiscal Year Results of Honda

Hondas consolidated net income attributable to Honda Motor Co., Ltd. for the fiscal year ended
March 31, 2016 totaled JPY 268.4 billion (USD 2,885 million), an increase of 95.9%from the
previous fiscal year. Basic net income attributable to Honda Motor Co., Ltd. Per common share
for the period amounted to JPY 147.91 (USD 1.59), an increase of JPY 72.41from the previous
fiscal year.

Consolidated revenue for the period amounted to JPY 8,579.1 billion (USD 92,210 million), a
decrease of 14.3% from the previous fiscal year, primarily due to unfavorable currency
translation effects and decreased revenue in the automobile business. Honda estimates that had the
exchange rate remained the same as the previous fiscal year, revenue for the period would have
decreased by approximately 7.5%.

Consolidated operating income for the period totaled JPY 363.7 billion (USD 3,910 million),an
increase of 91.8%, due primarily to decreased SG&A expenses and R&D expenses and
continuing cost reduction efforts, despite decreased profit attributable to decreased revenue ,the
unfavorable impact of currency effects and the increase in fixed costs per vehicle as a result of
reduced production.

Consolidated income before income taxes and equity in income of affiliates for the period totaled JPY
336.1 billion (USD 3,613 million), an increase of 107.9% from the previous fiscal year. Equity in
income of affiliates amounted to JPY 93.2 billion (USD 1,003 million) for the period, a decrease of
5.8% from the previous fiscal year.

SWOT ANALYSIS OF HONDA

SWOT analysis is a strategic planning method used to evaluate the Strengths,


Weaknesses, Opportunities, and Threats involved in a project or in a business venture. It
involves specifying the objective of the business venture or project and identifying the internal
and external factors that are favorable and unfavorable to achieve that objective. The technique
is credited to Albert Humphrey, who led a convention at Stanford University in the 1960s and
1970s using data from Fortune 500 companies.

Strengths: characteristics of the business or team that give it an advantage over others in
the industry.

Weaknesses: are characteristics that place the firm at a disadvantage relative to others.

Opportunities: external chances to make greater sales or profits in the


environment.

Threats: external elements in the environment that could cause trouble for the business.

Identification of SWOTs is essential because subsequent steps in the process of planning for
achievement of the selected objective may be derived from the SWOTs. First, the decision
makers have to determine whether the objective is attainable, given the SWOTs. If the
objective is NOT attainable a different objective must be selected and the process repeated.

The SWOT analysis is often used in academia to highlight and identify strengths, weaknesses,
opportunities and threats. It is particularly helpful in identifying areas for development

Internal and external factors

The aim of any SWOT analysis is to identify the key internal and external factors that are
important to achieving the objective. These come from within the company's unique value
chain. SWOT analysis groups key pieces of information into two main categories:

Internal factors The strengths and weaknesses internal to the organization.

External factors The opportunities and threats presented by the external


environment to the organization. -
The internal factors may be viewed as strengths or weaknesses depending upon their impact
on the organization's objectives. What may represent strengths with respect to one objective
may be weaknesses for another objective. The factors may include all of the 4P's; as well as
personnel, finance, manufacturing capabilities, and so on. The external factors may include
macroeconomic matters, technological change, legislation, and socio-cultural changes, as
well as changes in the marketplace or competitive position. The results are often presented
in the form of a matrix.

SWOT analysis is just one method of categorization and has its own weaknesses. For example,
it may tend to persuade companies to compile lists rather than think about what is actually
important in achieving objectives. It also presents the resulting lists uncritically and without
clear prioritization so that, for example, weak opportunities may appear to balance strong
threats.

It is prudent not to eliminate too quickly any candidate SWOT entry. The importance of
individual SWOTs will be revealed by the value of the strategies it generates. A SWOT item
that produces valuable strategies is important. A SWOT item that generates no strategies is
not important.

Strengths

wide variety of models and variants

strong distribution network

strong technological support from R&D Centre

low cost attractive entry level models

good high end fun racing models


major players in the automatic gear scooter segment

cost effective models in all segment

Brand good will

Weaknesses

Market stagnation

High competition from different brands

Only few commuter attracted models

Very late delivery

Low production capacity

Varied model compatibility

Opportunities

Tremendous demand of two-wheelers in the market

Varied customer tastes

Lack of competition in scooter market

Stringent pollution norms

Rise in buying power of youth and women


Crazy for run racing bikes

100% FDI allowance in automobile industry

Threats

Decrease in the buyings of scooters

Entry of new brands in the market

High Stringent pollution norms

Dynamic technology implementation in automobile sector


AWARDS

2016
Two-Wheeler Manufacturer Of The Year - Bike India Awards 2016

Bike Manufacturer of the Year 2016 - Zeegnition Auto Awards 2016

Best of Show Two Wheeler (Auto Expo 2016)-NDTV Profit

Man2Wheeler Manufacturer of the Year - Car & Bike India Awards 2016ufacturer of the Year-
NDTV Car & Bike Awards 2016

CBR 650F
Bike Of The Year up to 1000 cc - CBR 650F--- Bike India Awards 2016
Sport Tourer Of The Year - CBR 650F---8th BBC Top Gear Magazine Awards
Motorcycle of the year up to 750cc- CBR 650F---Zeegnition Auto Awards 2016
CB Unicorn 160
Motorcycle of the year up to 160cc- CB Unicorn 160-- Zeegnition Auto Awards 2016
Livo
Bike of the Year upto 125cc - Livo--Times Auto Awards 2015(in partnership with Zig
Wheels)
Best Entry Level Bike-Motor Octane Motor day Awards
Motorcycle of the Year upto 110cc-NDTV Car & Bike Awards 2016
Navi
Innovation of the Year-Motor Octane Motor day Awards
Best Innovation 2Wheeler-World Auto Forum Awards
CB Shine
Most Appealing Executive Motorcycle - JD Power Customer Satisfaction Survey

Activa 125
Auto Tech Review IATIA: Convenience Technology of the Year

2015
Juxt India Online 2013-14 Study - Most Preferred Scooter Brand
Two Wheeler Manufacturer of the Year - Bike India Awards 2015
Dream Neo

CSR initiative towards road safety Two-wheeler(Bloomberg TV Auto car


India Awards 2015
Activa 125
Scooter Of the Year - Activa 125(NDTV Car & Bike Awards 2015)
Scooter of the Year upto 125cc ( Bike India Awards 2015)
Goldwing
Import Bike of the Year - Fly Wheel Auto Awards 2015
2014
Engine of the Year - Auto Tech review, IATIA India award 2014
Manufacturer of the Year - Two wheeler, Bike India award 2014

Two Wheeler Manufacturer of the Year - NDTV Car & Bike Awards, 2014"

Dream Neo

Motorcycle of the Year upto 110cc - NDTV Car & Bike Awards, 2014
CB Trigger
Convenience Motorcycle of the Year upto 160cc - NDTV Car & Bike Awards, 2014
Technology of the Year, Auto Tech review, IATIA India award 2014
Motorcycle of the Year upto 150cc, Bike India award 2014

2013
Manufacturer of the Year 2012 - BBC Top Gear
Manufacturer of the Year - Car & Bike India Awards

Dream Yuga
Motorcycle of the Year upto 110cc - NDTV Car & Bike Awards, 2013
Compact Bike of the Year - CNBC TV18 OVERDRIVE 2013
CNB Viewers Choice Two Wheeler of the Year - NDTV Car & Bike Awards, 2013
India Design Mark 2013
CBR 150R
Enthusiast Motorcycle of the Year upto 180cc - ET Zig Wheels Awards 2012
Dio

India Design Mark 2013


Motorsport
Best Manufacturer to Support Indian Racing - Motor Vikatan Awards 2013
2012
CBR 250R
Bike of the Year - BBC Top Gear Awards
Viewer Choice Bike of the Year - NDTV Car & Bike Awards
Motorcycle up to 250cc- NDTV Car & Bike Awards
Two-wheeler of the Year - NDTV Car & Bike Awards
Motorcycle of the Year Auto Bild Golden Steering Awards
Bike of the Year - Car & Bike India Awards

Brand Honda
Manufacturer of the Year (two-wheeler category)- Car & Bike India Awards
Best Bike Manufacturer 2012 - Motor Vikatan Awards 2012

2011
"Indian Motorcycle of the Year 2011 (IMOTY)
Jury: BS Motoring, Bike India, BBC Top Gear, Overdrive, Auto Bild India .
Bike of the Year CNBC TV18 Overdrive Awards 2011
Bike of the Year - Bloomberg/UTV Auto car Award 2011
Viewers Choice Award: Bike of the Year - Bloomberg / UTV Auto car Awards 2011.

CB Twister
"The Most Awarded Motorcycle of the Year - 2011"
Bike of the Year - BS Motoring Award 2011 .
Bike of the Year upto 110CC Bike India .
Motorcycle up to 110CC - NDTV Car & Bike Awards 2011.
Premium 100CC Motorcycle - Zigwheels Awards.
Entry Level Motorcycle of the Year - Auto Bild Golden Steering Awards.

CB Unicorn Dazzler
Motorcycle upto 160CC NDTV Car & Bike Awards 2011.
Sporty Motorcycle upto 180CC Zigwheels Awards .
Premium Motorcycle of the Year - Auto Bild Golden Steering Awards.

VFR 1200F
Superbike of the Year TopGear
Automotive Technology of the Year - Zigwheels Awards

Brand Honda
Most Reliable Brand - Advanced Technology Brand by Auto India Best Brand Survey
Awards 2011

Motorsport
Honoured for 'Promoting 2Wheeler racing in India'

2010

Brand
" Most Reliable Brand
- Advance Technology
- Quality
By Apollo Auto India Best Brand Awards 2010"
Trusted Brand Award (Gold) for Two-wheeler: Readers' Digest.

CB1000R
Import Two - Wheeler of the Year NDTV Profit Car & Bike Awards 2010.
CB1000R
Import Bike of the Year - AutoCar Awards 2010.

CBR1000RR

Performance Bike of the Year - CNBC TV 18 Overdrive Award.

2009
CBF Stunner Bike of the Year - NDTV Profit Award 2009 Aviator Scooter of the Year -
NDTV Profit Award 2009 Activa

Scooter of the Year - ET ZigWheels Awards


2009

2008
Aviator Scooter of the Year - Zigwheels.com
CBF Stunner Motorcycle of the Year (125 C C ) - Zigwheels.com
Activa Scooter Customers Satisfaction No.1 - CNBC TV18-
Auto Car "Auto Awards 2008.
Brand
-Well Made Bike 2008

-Advanced Technology 2008


-Overall 2008
Honda
-Eco-Friendliness 2008
-Resale Value 2008
By Apollo Tyres - Auto India "Best Brand Survey Awards 2008.
2007
Enter no Best automobile brand of India 2007
(Planman Media) Activa Best automobile brand
of India 2007 (Planman Media)

2006
Shine TNS Voice of The customer Award 2006 (TNS)

2005
Unicorn Motorcycle of the Year 2005 (B.S.
Motoring & auto car) Unicorn TNS Voice of the
Customer Award (TNS)
Enter no Scooters of the Year 2005 (B.S. Motoring & Overdrive)
2004
Enter no Best Scooters of the Year (B S. Motoring & ICICI
Bank, Overdrive Magazine)

2003
Dio Scooter of the Year 2003 (BBC)

2002
Activa Scooter of the Year by Overdrive Magazine

2001
Activa Scooter of the Year 2001 (BS Motoring).
PROFILE OF BHAVNA HONDA

HISTORY

Bhavna Autowheels Pvt. Ltd. motors Authorised dealer of Honda Company in Navi Mumbai.
Operation in 2013. which is now popularly known as Bhavna Honda? From Monthly Sale of
160 Two wheelers initially it has reached a monthly sales volume 250nos. (3000 per
annum).This spectacular growth is mainly due to aggressive, clear headed management and
with sheer hard work of every staff member and above all outstanding customer support.

Bhavna Honda captured 25% of Navi Mumbai two and wheelers market successfully standing
with the challenges from competition. As of now Bhavna Honda. has a work force of 70
members, with an annual turnover of Rs. 12 crores. They have also opened a separate service
station for better customer care.

Products Available in Bhavna Autowheels Pvt. Ltd.

SR NO. Scooter Motorcycle Mopeds


1 Dio Shine NIL
2 Activa Unicorn
3 Aviator Stunner
4 Dazzler
5 Twister
6 CBR 250
7 CBR Fire-blade
8 CBR 1000RR
Various Promotional Tools of Bhavna Autowheels Pvt. Ltd.

Promotion

Promotion concerns the message the firm sends out to potential consumers. It
provides information and persuades people, it creates awareness, stimulates demand
and differentiates the product and influences public behavior. Promotion wont make a
bad product that no one wants a success; although the absence of promotion might htat
a good product is not successful, promotion includes all the activities or tools a
company uses to communicate or promote its product in the market.

Promotional tools

1. PERSONAL SELLING
It involves personal confrontation either by phone or face, it is an expensive and time-
consuming tool of promoting the product.

2. ADVERTISING:
It is defined as a paid non-personal communication with a target (usually mass) market. It is
cost effective and can reach a large number of people. It can also be used for long term or
short term objectives.
There are various forms or mediums through which can advertise.

A. Broadcast Media:

Television
Radio
Cinema

B.
C. Print media:

Newspapers
Magazines
Leaflets

D. Outdoor media:

Posters and billboards.

3. PUBLIC RELATIONS AN PUBLICITY:

Public relations are an umbrella term and refer to the totality of the organizations behavior
with respect to the society in which it operates. The maybe regarded as good or bad and is
reflected in the companys reputation and image.

4. SPONSORSHIP:

Sponsorship can be seen as a part of public relations and it is certainly the case that some
sponsorship goes on to generate positive publicity for the organization.

5. DIRECT MARKETING:
It is an interactive system of marketing which uses one or more advertising media to affect a
measurable response at any locations.

6. DIRECT MARKETING INCLUDES:


Direct mail.
Telemarketing.
Door to door selling.
Direct response advertising: phone now or fill in the coupon ads
Home shopping of various types
Factors that guide a marketers decision in selecting a promotion mix:
a) Nature of product
b) Overall marketing strategy
c) Buyer readiness stage
d) Product life cycle stage

7. SPONSORSHIPS:

The company has not left any stone untamed in sponsoring the major events both globally
and domestically. The biggest of all is the sponsorship of the WORLD CUP for which Hero
Honda has the credit of being the only two-wheeler company in the world to do so. Besides this,
the company has also sponsored events like Master Golf, television academy awards, etc,
Thus the company has gained a lot of reputation by doing so.

8. DISCOUNTS/OFFERS:
The company has started giving discounts and other offers to the customers on the purchase
of a new bike, for instance, with the World Cup offer, in which the consumer was to get a 1 gm
gold coin with every purchase.
But after all these schemes and benefits may be because of cut-throat competition in the
segment with heavyweight competition such as Bajaj, kinetic, Yamaha, and TVS the company
(HERO HONDA) officially says:
Our aim is to proactively and consistently deliver value to the customer. We are giving back
to the customer after becoming successful. Most companies give discounts only when their
products are not doing well in the market. There is lost of competition in the segment, especially
from Bajaj. But the reason for Hero Hondas success it that we are consumer-focused while other
companies such as Bajaj tends to be more competitor-focused.
PROMOTION POLICY:

Company gives advertisement in different media vehicles time to tIme. Like in TV.
Magazines, newspaper, etc.
Bhavna honda also organizes free service camps every year.
Bhavna Honda also takes art in trade fair.
Bhavna Honda with the help of HDFC Bank provides loan to the customers & also
provide easy monthly installment scheme to customers.

MARKETING MIX PLAN

Demographic Segmentation

Income: customer survey indicates that the segments available for the Honda bike
are the people with monthly income of Rs. 10,000 and above.

Age: The main segmented group for the motorcycle are 18 years and above.

Occupation: All kinds of people are taken into account.Students professionals,


Govt. Servants, etc.

Geographic Segmentation: The potential customers are basically from every


regions of cities

Psychographic segmentation: People purchasing bikes are very stylish, brand


conscious.

Behavioral segmentation: This segmentation is done considering user status,


benefit wise.
The various promotional activities adopted by the
Bhavna Honda.
The Bhavna Honda provides six free services to its customers in comparison to
its competitors.

It provides good services facilities to its customers through dealers service


station.

Bhavna Honda encourage its customers by giving discount, providing 0% interest


loan schemes, prices, coupons etc.

The various promotional activities adopted by Bhavna


Honda bikes are as follows
Credit & finance schemes

Free services to the consumers

Advertisements on Televisions, Newspapers, Magazines

Road Shows

Free trials for the new consumers


ANALYSIS OF STUDY

1) Which age range do you fall into?

15-26
26-35
36-45
45 and above

INTERPRETATION:

The above pie-chart represents that the customers of age 15-26 are more in number than the other
age groups
2. what kind of advertising do you find much
is the most powerful?

Print media
electronic media
hoarding
others
INTERPRETATION:

From the above representation, it is understood that advertising through electronic media is most
powerful

3.Do you think advertising influences you ?

less than others


more than others
about the same as others
4. Do you think advertising of honda bikes
makes you aware of the bikes?

yes
no
5.Do you think advertising shows impact on
sales ?

yes
no
6. which model do you own?

shine
activa
cbr
dio
7. what made you to opt for honda bikes ?

advertisement
references
self interest
8. From the below mention the source you
have gathered the details of bikes ?

magzine
brouchers
exhibitions
others
9. which pramotional tool do you think will
give more sales?

price offs
discounts
trade shows
warrenties
10. which pramotional tool made you to
purchase the bike?

couppns
price offs
warranties
test drives
exchange
11.Is it mandatory for you to have a test
drive before purchasing ?

yes
no
12. Are pramotional activities necessary in a
selling a bike ?

yes
no
FINDINGS
Majority of the Honda customers are in the age group of 18 to 25 years.

Majority of them are under graduates.

Honda two wheeler customers are middle class and upper middle class.

Normally a customer uses a Honda vehicle to a maximum period of 10 years

Activa, Unicorn and Shine brands are bread winners to Honda.

Customers buy Honda for its technical features like mileage, easy maintenance,

superior technology etc.,

Customers buy Honda influenced by their friends.

Customers normally prefer local dealers and service dealers for buying a vehicle.

The dealer at Navi Mumbai Bhavna Honda motors is rated high by the customers for

service and are not loyal to them for after free services are over

Cost of spares and service is slightly high.
RECOMMENDATION
It is clear from the report that the Honda Motors is facing cutthroat competition; hence
the companys manager has to be fast and smart so as to understand the customer needs.
They have to come up with various new techniques or schemes to be able to cater to
different categories of people.

Customers are becoming more wise day by day and they are now willing to know all the
in and out of the things happening around them. This has led to increased customer
awareness.

We can analyze that if the brand is reputed that doesnt win the customers delight unless
its provided same value-added features or else we can say competitive advantage.

For gaining a competitive advantage it has to continuously compare the product and
services with the competitors and find the weak area of the rivals for gaining
competitive advantage.

Surveys revealed that awareness of Hero Honda Motors is low among its target
segment for creativity awareness. The company has to take some keen step for
promotional activity.

The company should regularly send the sales person who has good communication
skill to the customers so that they should be aware about the product and services in
market and know the quality of the services offered by the company.
BIBILIOGRAPHY