Marketing Strategy of Top Two-Wheeler Company

8/13/2019 Marketing Strategy of Top Two-Wheeler Company

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INTRODUCTION:

India has the largest number of two wheelers in the world with 41.6 million vehicles. India has a

mix of 30 percent automobiles and 70 percent two wheelers in the country. India was the second

largest two wheeler manufacturer in the world starting in the 1950s with the birth of Automobile

Products of India (API) that manufactured scooters. API manufactured the Lambrettas but,

another company, Bajaj Auto Ltd. surpassed API and remained through the turn of the century

from its association with Piaggio of Italy (manufacturer of Vespa).

The license raj that existed between the1940s to1980s in India, did not allow foreign companies

to enter the market and imports were tightly controlled. This regulatory maze, before the

economic liberalization, made business easier for local players to have a sellers market.

Customers in India were forced to wait 12 years to buy a scooter from Bajaj. The CEO of Bajaj

commented that he did not need a marketing department, only a dispatch department. By the year

1990, Bajaj had a waiting list that was twenty-six times its annual output for scooters.

The motorcycle segment had the same long wait times with three manufacturers; Royal Enfield,

Ideal Jawa, and Escorts. Royal Enfield made a 350cc Bullet with the only four- stroke engine at

that time and took the higher end of the market but, there was little competition for their

customers. Ideal Jawa and Escorts took the middle and lower end of the market respectively.

In the mid-1980s, the Indian government regulations changed and permitted foreign companies

to enter the Indian market through minority joint ventures. The two-wheeler market changed

with four Indo-Japanese joint ventures: Hero Honda, TVS Suzuki, Bajaj Kawasaki and Kinetic

Honda. The entry of these foreign companies changed the Indian market dynamics from the

supply side to the demand side. With a larger selection of two- wheelers on the Indian market,


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consumers started to gain influence over the products they bought and raised higher customer

expectations. The industry produced more models, styling options, prices, and different fuel

efficiencies. The foreign companies new technologies helped make the products more reliable

and with better quality. Indian companies had to change to keep up with their global counterp

arts

COMPANY PROFILE

The Bajaj Group is amongst the top 10 business houses in India. Its footprint stretches over a

wide range of industries, spanning automobiles (two-wheelers and three-wheelers), home

appliances, lighting, iron and steel, insurance, travel and finance. The group's flagship company,

Bajaj Auto, is ranked as the world's fourth largest two- and three- wheeler manufacturer and the

Bajaj brand is well-known across several countries in Latin America, Africa, Middle East, South

and South East Asia. Founded in 1926, at the height of India's movement for independence from

the British, the group has an illustrious history. The integrity, dedication, resourcefulness and

determination to succeed which are characteristic of the group today, are often traced back to its

birth during those days of relentless devotion to a common cause. Jamnalal Bajaj, founder of the

group, was a close confidant and disciple of Mahatma Gandhi. In fact, Gandhiji had adopted him

as his son. This close relationship and his deep involvement in the independence movement did

not leave Jamnalal Bajaj with much time to spend on his newly launched business venture.

His son, Kamalnayan Bajaj, then 27, took over the reins of business in 1942. He too was close to

Gandhiji and it was only after Independence in 1947, that he was able to give his full attention to

the business. Kamalnayan Bajaj not only consolidated the group, but also diversified into various


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manufacturing activities. The present Chairman of the group, Rahul Bajaj, took charge of the

business in 1965. Under his leadership, the turnover of the Bajaj Auto the flagship company has

gone up from INR.72 million to INR. 120 billion, its product portfolio has expanded and the

brand has found a global market. He is one of Indias most distinguished business leaders and

internationally respected for his business acumen and entrepreneurial spirit.

BAJAJ Auto limited Bajaj Auto limited is one of the largest two wheeler manufacturing

company in India apart from producing two wheelers they also manufacture three wheelers. The

company had started way back in 1945. Initial it used to import the two wheelers from outside,

but from 1959 it started manufacturing of two wheelers in the country. By the year 1970 Bajaj

Auto had rolled out their 100,000th vehicle. Bajaj scooters and motor cycles have become an 8

integral part of the Indian milieu and over the years have come to represent the aspirations of

modern India. Bajaj Auto also has a technical tie up with Kawasaki heavy industries of Japan to

produce the latest motorcycles in India which are of world class quality The Bajaj Kawasaki

eliminator has emerged straight out of the drawing board of Kawasaki heavy industries. The core

brand values of Bajaj Auto limited includes Learning, Innovation, Perfection, Speed and

Transparency. Bajaj Auto has three manufacturing units in the country at Akurdi, Waluj and

Chakan in Maharashtra, western India, which produced 2,314,787 vehicles in 2005-06. The sales

are backed by a network of after sales service and maintenance work shops all over the country.

Bajaj Auto has products which cater to every segment of the Indian two wheeler market Bajaj

CT 100 Dlx offers a great value for money at the entry level. Similarly Bajaj Discover 125 offers

the consumer a great performance with integral part of the Indian milieu and over the years have


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come to represent the aspirations of modern India. Bajaj Auto also has a technical tie up with

Kawasaki heavy industries of Japan to produce the latest motorcycles in India which are of world

class quality The Bajaj Kawasaki eliminator has emerged straight out of the drawing board of

Kawasaki heavy industries. The core brand values of Bajaj Auto limited includes Learning,

Innovation, Perfection, Speed and Transparency. Bajaj Auto has three manufacturing units in the

country at Akurdi, Waluj and Chakan in Maharashtra, western India, which produced 2,314,787

vehicles in 2005-06. The sales are backed by a network of after sales service and maintenance

work shops all over the country. Bajaj Auto has products which cater to every segment of the

Indian two wheeler market Bajaj CT 100 Dlx offers a great value for money at the entry level.

Similarly Bajaj Discover 125 offers the consumer a great performance without making a big hole

in the pocket.

PROFILE

Founder Jamnalal Bajaj

Year of Establishment 1926

Industry Automotive-Two& three Wheeler

Business group The Bajaj group


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BAJ

AJ

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AM

Man

agem

ent

Tea

m

Rahul Bajaj Chairman

Madhur Bajaj Vice Chairman

Rajiv Bajaj Managing Director

Pradeep Shrivastava Chief Operating Officer

Listing its codes BSE-Code:500490;NSE-Code: BAJAJAUTO

Presence Distribution network covers 50 countries. Dominant presence

in Sri Lanka, Bangladesh, Columbia, Guatemala ,Peru, Egypt,

Iran and Indonesia.

Joint venture Kawasaki Heavy Industry of Japan

Registered &Head Office Akur

Pune-411035 India

TEL:-91-20-27472851

FAX:-91-20-27473398

Works Akurdi, pune 411035

Bajaj nagar ,WalujAurangabad 431136

Chakan Industrial Area ,Chakan ,pune 411501

E-mail [email protected]

Website www.bajajauto.com
http://www.bajajauto.com/bajaj_corporate_bajaj_team.asphttp://www.bajajauto.com/bajaj_corporate_bajaj_team.asphttp://www.bajajauto.com/bajaj_corporate_bajaj_team.asphttp://www.bajajauto.com/bajaj_corporate_bajaj_team.aspmailto:[email protected]:[email protected]://www.bajajauto.com/http://www.bajajauto.com/http://www.bajajauto.com/mailto:[email protected]://www.bajajauto.com/bajaj_corporate_bajaj_team.asphttp://www.bajajauto.com/bajaj_corporate_bajaj_team.asphttp://www.bajajauto.com/bajaj_corporate_bajaj_team.asphttp://www.bajajauto.com/bajaj_corporate_bajaj_team.asp


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Abraham Joseph Chief Technology Officer

K Srinivas President (Motorcycle Business)

R C Maheshwari President (Commercial Vehicle Business)

Rakesh Sharma President ( IB )

Eric Vas President (Retail Finance)

Kevin P D'sa President (Finance)

S Ravikumar Senior Vice President (Business Development & Assurance)

Amrut Rath Vice President (Human Resources)

N H Hingorani Vice president (Commercial)

C P Tripathi Vice President (CSR)
http://www.bajajauto.com/bajaj_corporate_bajaj_team.asphttp://www.bajajauto.com/bajaj_corporate_bajaj_team.asphttp://www.bajajauto.com/bajaj_corporate_bajaj_team.asphttp://www.bajajauto.com/bajaj_corporate_bajaj_team.asphttp://www.bajajauto.com/bajaj_corporate_bajaj_team.asphttp://www.bajajauto.com/bajaj_corporate_bajaj_team.asphttp://www.bajajauto.com/bajaj_corporate_bajaj_team.asphttp://www.bajajauto.com/bajaj_corporate_bajaj_team.asphttp://www.bajajauto.com/bajaj_corporate_bajaj_team.asphttp://www.bajajauto.com/bajaj_corporate_bajaj_team.asphttp://www.bajajauto.com/bajaj_corporate_bajaj_team.asphttp://www.bajajauto.com/bajaj_corporate_bajaj_team.asphttp://www.bajajauto.com/bajaj_corporate_bajaj_team.asphttp://www.bajajauto.com/bajaj_corporate_bajaj_team.asphttp://www.bajajauto.com/bajaj_corporate_bajaj_team.asphttp://www.bajajauto.com/bajaj_corporate_bajaj_team.asphttp://www.bajajauto.com/bajaj_corporate_bajaj_team.asphttp://www.bajajauto.com/bajaj_corporate_bajaj_team.asphttp://www.bajajauto.com/bajaj_corporate_bajaj_team.asphttp://www.bajajauto.com/bajaj_corporate_bajaj_team.asp


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Company Secretary

J. Sridhar Company Secretary

Board of directors

Rahul Bajaj Chairman

Madhur Bajaj Vice chairman and whole time director

Rajiv Bajaj Managing Director

Sanjiv Bajaj Executive Director

D.S Mehta Whole time Director

Kanti kumar R podar Director

Shekhar Bajaj Director

D.J Balaji rao Director

J.N Godrej Director

S.H Khan Director
http://www.bajajauto.com/bajaj_corporate_bajaj_team.asphttp://www.bajajauto.com/bajaj_corporate_bajaj_team.asp


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Mrs.Suman Kirlosker Director

Nira bajaj Director

Committees of the Board

Audit committee

S.H. Khan Chairman

D.J. Balaji Rao

J.N.Godrej

Naresh Chandra

Nanoo pamani

Shareholder s & InvestorsGrievance Committee

D.J. Balaji Rao Chairman

J.N.Godrej

Naresh Chandra

S.H. Khan


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Remuneration Committee

D.J. Balaji Rao Chairman

S.H. Khan

Naresh Chandra

Registered under the Indian companies Act , VII of 1913

REDGISTERED OFFICE:- Akurdi , Pune 4 11 035

WORKS:- Akurdi , Pune 411 035

Bajaj Nagar , Waluj Aurangabad 431136

Chakan Industrial Area , Chakan ,Pune 411501

Bajaj Auto Limited


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Type Public

Founded 1945

Headquarters Pune, India

Key people Rahul Bajaj(Chairman)

Revenue Rs. 1,01,063 billion (2006) or US$1.87 billion

Net income Rs. 17,016 billion

Website www.bajajauto.com

Bajaj Auto is a major Indian automobile manufacturer. It is India's largest and the world's 4th

largest two- and three-wheeler maker. It is based in Pune , Maharashtra, with plants in Waluj

near Aurangabad, Akurdi and Chakan, near Pune. Bajaj Auto makes motor scooters, motorcycles

and the auto rickshaw.

Company's history
http://www.bajajauto.com/http://www.bajajauto.com/http://www.bajajauto.com/


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Bajaj Auto came into existence on November 29,1945 as M/s Bachraj Trading Corporation

Private Limited. It started off by selling imported two- and three-wheelers in India. In1959, it

obtained license from the Government of India to manufacture two- and three-wheelers and it

went public in1960. In1970, it rolled out its 100,000th vehicle. Bajaj Auto came into existence

on November 29, 1945 as M/s Bachraj Trading Corporation Private Limited. It started off by

selling imported two- and three-wheelers in India. In1959, it obtained license from the

Government of India to manufacture two- and three-wheelers and it went public in1960. In1970,

it rolled out its 100,000th vehicle.

1977, it managed to produce and sell 100,000 vehicles in a single financial year. In 1985, it

started producing at Waluj in Aurangabad. In1986, it managed to produce and sell 500,000

vehicles in a single financial year. In1995, it rolled out its ten millionth vehicle and produced and

sold 1 million vehicles in a year.

Timeline of new releases

1971 - three-wheeler goods carrier

1972- Bajaj Chetak


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1976- Bajaj Super

1977 - Rear engine Autorickshaw

1981- Bajaj M-50

1986- Bajaj M-80, Kawasaki Bajaj KB100

1990- Bajaj Sunny

1994- Bajaj Classic

1995- Bajaj Super Excel

1997- Kawasaki Bajaj Boxer, Rear Engine Diesel Autorickshaw

1998- Kawasaki Bajaj Caliber, Legend(India's first four-stroke scooter)

2000- Bajaj Saffire

2001 - Eliminator, Pulsar

2003- Caliber115, Bajaj Wind125, Bajaj Pulsar

2004- Bajaj CT 100, New Bajaj Chetak 4-stroke with Wonder Gear, Bajaj Discover DTS-

i

2005- Bajaj Wave, Bajaj Avenger, Bajaj Discover

2006- Bajaj Platina

2007- Bajaj Pulsar-200

Some of the models that Bajaj makes (or has made) are:

Scooters

Bajaj Sunny

Bajaj Chetak

Bajaj Cub


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Bajaj Super

Bajaj Wave

Bajaj Legend

Motorcycles

Kawasaki Eliminator

Bajaj Pulsar

Bajaj Kawasaki Wind 125

Bajaj Boxer o Bajaj CT 100

Bajaj Platina year.

Upcoming Models

Bajaj Pulsar 220 DTS-Fi

Bajaj Krystal

Bajaj Blade

Bajaj Sonic

The company, over the last decade has successfully changed its image from a scooter

manufacturer to a two wheeler manufacturer, product range ranging from Scooterettes to

Scooters to Motorcycle. Its real growth in numbers has come in the last 4 years after successful

introduction of a few models in the motorcycle segment. The company is headed by Rahul Bajaj

who is worth more than US$1.5 billion.


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GROUP OF COMPANIES

Bajaj Auto is the flagship of the Bajaj group of companies. The group comprises of 34

companies and was founded in the year 1926.

The companies in the group are:

Bajaj Holdings & Investment Ltd.

Bajaj Auto Ltd.

Bajaj Finserv Ltd.

Bajaj Allianz General Insurance Company Ltd.

Bajaj Allianz Life Insurance Co. Ltd

Bajaj Financial Solutions Ltd.

Bajaj Auto Finance Ltd.

Bajaj Allianz Financial Distributors Ltd.

Bajaj Auto Holdings Ltd.

P T Bajaj Auto Indonesia (PTBAI)

Bajaj Auto International Holdings BV

Bajaj Electricals Ltd.

Hind Lamps Ltd.

Bajaj Ventures Ltd.

Mukand Ltd.

Mukand Engineers Ltd.

Mukand International Ltd.

Bajaj Sevashram Pvt. Ltd.

Jamnalal Sons Pvt. Ltd.
http://www.bajajauto.com/bajaj_corporate_group_ofcompanies.asphttp://www.bajajauto.com/bajaj_corporate_group_ofcompanies.asphttp://www.bajajauto.com/bajaj_corporate_group_ofcompanies.asphttp://www.bajajauto.com/bajaj_corporate_group_ofcompanies.asphttp://www.bajajauto.com/bajaj_corporate_group_ofcompanies.asphttp://www.bajajauto.com/bajaj_corporate_group_ofcompanies.asphttp://www.bajajauto.com/bajaj_corporate_group_ofcompanies.asphttp://www.bajajauto.com/bajaj_corporate_group_ofcompanies.asphttp://www.bajajauto.com/bajaj_corporate_group_ofcompanies.asphttp://www.bajajauto.com/bajaj_corporate_group_ofcompanies.asphttp://www.bajajauto.com/bajaj_corporate_group_ofcompanies.asphttp://www.bajajauto.com/bajaj_corporate_group_ofcompanies.asphttp://www.bajajauto.com/bajaj_corporate_group_ofcompanies.asphttp://www.bajajauto.com/bajaj_corporate_group_ofcompanies.asphttp://www.bajajauto.com/bajaj_corporate_group_ofcompanies.asphttp://www.bajajauto.com/bajaj_corporate_group_ofcompanies.asphttp://www.bajajauto.com/bajaj_corporate_group_ofcompanies.asphttp://www.bajajauto.com/bajaj_corporate_group_ofcompanies.asphttp://www.bajajauto.com/bajaj_corporate_group_ofcompanies.asphttp://www.bajajauto.com/bajaj_corporate_group_ofcompanies.asphttp://www.bajajauto.com/bajaj_corporate_group_ofcompanies.asphttp://www.bajajauto.com/bajaj_corporate_group_ofcompanies.asphttp://www.bajajauto.com/bajaj_corporate_group_ofcompanies.asphttp://www.bajajauto.com/bajaj_corporate_group_ofcompanies.asphttp://www.bajajauto.com/bajaj_corporate_group_ofcompanies.asphttp://www.bajajauto.com/bajaj_corporate_group_ofcompanies.asphttp://www.bajajauto.com/bajaj_corporate_group_ofcompanies.asphttp://www.bajajauto.com/bajaj_corporate_group_ofcompanies.asphttp://www.bajajauto.com/bajaj_corporate_group_ofcompanies.asphttp://www.bajajauto.com/bajaj_corporate_group_ofcompanies.asphttp://www.bajajauto.com/bajaj_corporate_group_ofcompanies.asphttp://www.bajajauto.com/bajaj_corporate_group_ofcompanies.asp


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Rahul Securities Pvt Ltd

Shekhar Holdings Pvt Ltd

Madhur Securities Pvt Ltd

Niraj Holdings Pvt Ltd

Shishir Holdings Pvt Ltd

Kamalnayan Investments & Trading Pvt Ltd

Sanraj Nayan Investments Pvt. Ltd.

Hercules Hoists Ltd.

Hind Musafir Agency Pvt. Ltd.

Bajaj International Pvt. Ltd.

Bachhraj Factories Pvt. Ltd.

Baroda Industries Pvt. Ltd.

Jeevan Ltd.

Bachhraj & Co Pvt Ltd

The Hindustan Housing Co. Ltd.

Hospet Steels Ltd
http://www.bajajauto.com/bajaj_corporate_group_ofcompanies.asphttp://www.bajajauto.com/bajaj_corporate_group_ofcompanies.asphttp://www.bajajauto.com/bajaj_corporate_group_ofcompanies.asphttp://www.bajajauto.com/bajaj_corporate_group_ofcompanies.asphttp://www.bajajauto.com/bajaj_corporate_group_ofcompanies.asphttp://www.bajajauto.com/bajaj_corporate_group_ofcompanies.asphttp://www.bajajauto.com/bajaj_corporate_group_ofcompanies.asphttp://www.bajajauto.com/bajaj_corporate_group_ofcompanies.asphttp://www.bajajauto.com/bajaj_corporate_group_ofcompanies.asphttp://www.bajajauto.com/bajaj_corporate_group_ofcompanies.asphttp://www.bajajauto.com/bajaj_corporate_group_ofcompanies.asphttp://www.bajajauto.com/bajaj_corporate_group_ofcompanies.asphttp://www.bajajauto.com/bajaj_corporate_group_ofcompanies.asphttp://www.bajajauto.com/bajaj_corporate_group_ofcompanies.asp


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KEY POLICIES

TPM Policy

SHE Policy
http://www.bajajauto.com/bajaj_corporate_key_policies.asp


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FACTORYPlants

Bajaj Auto's has in all three plants, two at Waluj and Chakan in Maharashtra and one

plant at Pant Nagar in Uttranchal, western India.

Waluj- Bajaj range of motorcycles and three-wheelers

Chakan- Bajaj range of motorcycles

Pant Nagar- Bajaj range of motorcycles

Plant Locations

Bajaj Auto plants are located at:

Bajaj Nagar, Waluj, Aurangabad 431 136

MIDC, Plot No A1, Mahalunge Village, Chakan 410 501 Dist. Pune

Plot No. 2, Sector 10 Phase -II - E, Pant Nagar, Sidcul, Rudrapur Dist. Udhamsingh

Nagar Uttranchal
http://www.bajajauto.com/bajaj_corporate_key_policies.asp


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CODE OF CONDUCT

Bajaj Auto Limited (herein after referred to as the "Company") hereby adopts the following

Code of Conduct for Affirmative Action. This will be effective from 1st December 2006.

The Company believes that equal opportunity in employment for all sections of the society is a

component of its growth and competitiveness. It further believes that inclusive growth is a

component of growth and development of the country.

The Company affirms that its competitiveness is interlinked with the well being of all sections of

the Indian society.

The Company affirms the recognition that liersity to reflect socially disadvantages sections of the

society in the workplace has a positive impact on business.

The Company will not practice nor support conscious discrimination in any form.

The Company does not bias employment away from applicants belonging to disadvantaged

sections of society if such applicants possess competitive skills and job credentials.

The Company's selection of business partners is not based on any considerations other than

normal business parameters. In case of equal business offers, the Company will select a business

partner belonging to a socially disadvantaged section of society.


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This Code of Conduct for Affirmative Action will be put up on the company web-site to

encourage applications from socially disadvantaged sections of society.

The Company makes all efforts for up skilling and continual training of all its employees in order

to enhance their capabilities and competitive skills. No discrimination of any type will be shown

in this process.

The Company may have a partnership programs with educational institution/s to support and aid

students from socially disadvantaged sections of society.

The Company will maintain records of Affirmative Action.

The Company has nominated Mr. Amrut Kumar Rath, Vice President (HR), to oversee and

promote the Affirmative Action policies and programs. He will be accountable to the Chairman.

The Company will make available its learning and experiences as a good corporate citizen in

Affirmative Action to other companies desiring to incorporate such policies in their own

business.

FACTORS:

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

Dealer Network

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

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

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

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

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


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

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

Financial Planning

The Bajaj Group benefits from the Group Chairman's financial acumen and his grasp on

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

highest labor productivity rates in the world. In Bajaj Motors Limited, the focus is on financial

and raw material management and a low employee turnover.

Quality

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

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

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

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

labor. It is an attitude that masters the challenge of growth and change - change in consumers'

perceptions about products and new aspirations arising from a new generation of buyers.

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

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

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

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


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COMPETITORS:

CompanySales

(Rs.Million)

Current

Price

Change

(%)

P/E

Ratio

Market

Cap.(Rs.Million)

52-Week

High/Low

Bajaj Auto 195289.80 1787.30 1.09 16.96 517185.67 2229/1423

Hero

MotoCorp235790.30 1493.40 0.35 13.89 298213.31 2279/1434

TVS Motor 71262.00 36.20 0.56 8.35 17198.15 50/32

Maharashtra

Scooters 66.78 379.90 3.60 12.31 4341.71 555/305

Atul Auto 2988.22 166.85 3.15 8.13 1830.61 227/83

Scooters India 2079.90 20.65 4.82 0.00 887.79 42/18

Kinetic Engg 828.61 54.55 0.00 0.00 565.79 124/50

LML 3104.12 5.64 -0.70 0.00 462.39 10/5

Kinetic Motors 0.48 7.22 0.00 34.29 198.88 13/7

VCCL NA 3.35 0.00 0.00 16.08 4/3

PRODUCTS:


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CompanySales

(Rs.Million)

Current

Price

Change

(%)

P/E

Ratio

Market

Cap.(Rs.Million)

52-Week

High/Low

Bajaj Auto 195289.80 1787.30 1.09 16.96 517185.67 2229/1423

Hero

MotoCorp235790.30 1493.40 0.35 13.89 298213.31 2279/1434

TVS Motor 71262.00 36.20 0.56 8.35 17198.15 50/32

Maharashtra

Scooters66.78 379.90 3.60 12.31 4341.71 555/305

Atul Auto 2988.22 166.85 3.15 8.13 1830.61 227/83

Scooters India 2079.90 20.65 4.82 0.00 887.79 42/18

Kinetic Engg 828.61 54.55 0.00 0.00 565.79 124/50

LML 3104.12 5.64 -0.70 0.00 462.39 10/5

Kinetic Motors 0.48 7.22 0.00 34.29 198.88 13/7

VCCL NA 3.35 0.00 0.00 16.08 4/3


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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


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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-wheeler.

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.

It has been more than 50 years now that bikes have been ruling the Indian automobile sector.In

1955, the Indian government needed sturdy and reliable motorcycles for its Army andpolice to

patrol the rugged border highways. The first batch of 350cc Bullet - the super bikein India of all

times, from the Royal Enfield Company of UK were received and assembled atChennai. Since

then, bikes in India have been flourishing as a two wheelers segment, andIndian bikes gaining on

popularity all across the world.Talking of bikes cc, bikes having four-stroke engines are thought


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to be more fuel efficientmotorbikes. They are the main reason for the growth of motorbikes in

India as a segment.Indian bikes market share is about 81.5% of the total two wheeler market

in India. Three-fourth of the total exports in the two wheeler automobile industry is made in the

motorcyclesegment. Exports are made mainly to South East Asian and SAARC nations.

INCREASING NEED OF MARKETING RESEARCH

Growth and complexity of markets: - Markets are no more local in character. They are

now national and even global in character. The marketing activity is becoming increasingly

complex and broader in scope as more firms operate in domestic and global markets.

Manufactures find it difficult to establish close contact with all markets and consumers

directly. Similarly, they have no control on the marketing system once the goods are sold out

to middlemen. This situation creates new problem before the manufacturers which can be

faced effectively through MR as it acts as a feed-back mechanism to ascertain first hand

information, reaction, etc. of consumers and middleman. Marketing activities can be adjusted

accordingly.

Wide gap between producers and consumers:- Marketing research is needed as there is a

wide gap between producers and consumers in the present marketing system. Due to mass

scale production and distribution, direct contact between producers and consumers.

Producers do not get dependable information as regards needs, expectation and reactions of

consumers , they are unable to adjust their products, packaging, prices, etc. as per the needs

of consumers. The problem created due to information gap can be solved only through MR as


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it possible to establish contact with consumers and collect first hand information about their

needs, expectation, likes, dislikes, preferences and special features of their behavior. Thus,

MR is needed for removing the wide communication gap between producers and consumers.

Changes in the composition of population and pattern of consumption : - In India, many

changes are taking place in the composition of population. There is a shift of population from

rural to urban areas. There have been considerable changes in the consumption and

expenditure patterns of consumers in India. The incomes of the people, in general, are rising.

This brings corresponding increase in their purchasing capacity and buying needs and habits.

The demand for consumer durables is fast increasing. The market are now flooded with

consumer durables like TV sets and so on. Manufacturers are expected to know such

qualitative and quantitative changes in the consumer preferences and their consumption

pattern. For achieving this objective, MR activities are necessary and useful. In brief, MR is

needed for the study of changes in the pattern of consumption and corresponding adjustment

in the marketing planning, policies strategies.

Growing importance of consumers in marketing:-Consumers occupy key position in

modern marketing system. They are now well informed about market trends, goods available,

consumer rights and protection available to them through consumer protection acts, the

growth of consumerism has created new challenges before manufacturers and traders. Even

growing customer expectations create situation when manufacturers have to understand such

expectations and adjust the production policies accordingly. Indifference towards consumer

expectations may lead to loss of business. In the present marketing system, consumers cannot


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be taken for granted. Marketing research particularly consumer research gives valuable data

relating to consumers. It is possible to use such data fruitfully while framing marketing

policies. Thus, marketing decisions can be made pro consumer through marketing research

activities.

Shift of competition from price to non-price factors :- Cut-throat competition is

unavoidable in the present marketing field. Such competition may be due to various factors

such as price, quality, and packaging, advertising and sales promotion techniques. Entry of

new competitors creates new problems in the marketing of goods and services. In addition,

market competition is no more restricted to price factor alone. There are other non-price

factors such as packaging, branding, after-sales and advertising which create severe market

competition. Every producer has to find out the extent of such non-price competition and the

manner in which he can face it with confidence. MR is needed as it offers guidance in this

regards. A manufacturer can face market competition even by using certain non-price factors.

The shifting of competition from price to non-price factors has made marketing of consumer

goods more complicated and challenging. This challenge can be faced with confidence by

using certain measures through marketing research.

Need of prompt decision making :- In competitive marketing, marketing executive have to

take quick and correct decision. Companies have to develop and market new products more

quickly than ever before. However, such decision is always difficult. Moreover, wrong

decisions may bring loss to the organization. For correct decision making, marketing executive

need reliable data and up to date market information. Here, MR comes to the rescue of

marketing manager. Problems in marketing are located, defined, analyzed and solved through


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MR techniques. This suggests its need as a tool for decision making. MR is needed as a tool

for reasonably accurate decision making in the present highly competitive market system.

OVERVIEW OF TWO WHEELER SECTOR

Two Wheeler Industries

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. 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


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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 slow down 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 has 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.


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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 per cent over a period of time is extremely healthy.

The TCS study rankings are conducted at the motorcycle segment-level to provide comparisons

among similar groups of motorcycles. Motorcycles ranking highest in their respective segments

for TCS are: Hero Honda CD100 SS (best standard motorcycle segment); Hero Honda Splendor

(best executive motorcycle segment); Bajaj Pulsar (best premium motorcycle segment); and

Royal Enfield Bullet Electra (best cruiser 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. "Bajaj Pulsar is one exception with segment-

leading ratings across all aspects of ownership experience, particularly on areas related to vehicle

styling."

The feeling of freedom and being one with the Nature comes only from riding a two wheeler.

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.


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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. In the

initial stages, the scooter segment was dominated by API; it was later overtaken by Bajaj Auto.

Although various government and private enterprises entered the fray for scooters, the only new

player that has lasted till today is LML. The motorcycle segment was initially dominated by

Enfield 350cc bikes and Escorts 175cc bike.

The two-wheeler market was opened to foreign competition in the mid-80s. And the then market

leaders - Escorts and Enfield - were caught unaware by the onslaught of the 100cc bikes of the

four Indo-Japanese joint ventures. 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.

In 1990, the entire automobile industry saw a drastic fall in demand. This resulted in a decline of

15% in 1991 and 8% in 1992, resulting in a production loss of 0.4mn vehicles. Barring Hero

Honda, all the major producers suffered from recession in FY93 and FY94. Hero Honda showed


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a marginal decline in 1992. The reasons for recession in the sector were the incessant rise in fuel

prices, high input costs and reduced purchasing power due to significant rise in general price

level and credit crunch in consumer financing. Factors like increased production in 1992, due to

new entrants coupled with the recession in the industry resulted in company either reporting

losses or a fall in profits.

Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the

state of satisfaction will vary from person to person and product/service to product/service.

The state of satisfaction depends on a number of both psychological and physical variables

which correlate with satisfaction behaviors such as return and recommend rate. The level of

satisfaction can also vary depending on other options the customer may have and other

products against which the customer can compare the organization's products.

Because satisfaction is basically a psychological state, care should be taken in the effort of

quantitative measurement. These ten domains of satisfaction include: Quality, Value,

Timeliness, Efficiency, Ease of Access, Environment, Inter-departmental Teamwork, Front

line Service Behaviors, Commitment to the Customer and Innovation. These factors are

emphasized for continuous improvement and organizational change measurement and are most

often utilized to develop the architecture for satisfaction measurement as an integrated model.

The basis for the measurement of customer satisfaction is by using the gap between the

customer's expectation of performance and their perceived experience of performance. This

provides the measurer with a satisfaction "gap" which is objective and quantitative in nature

customer satisfaction equals perception of performance divided by expectation of performance.


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Marketers in recent times have realized the importance of marketing orientation, and this is

being reflected in the application of marketing mix elements. Consumers needs are

fundamental to the formulation of any marketing strategy, from developing a communication

plan. It may be worthwhile to explore the intricate aspects of consumer satisfaction level which

focuses on consumer needs. These concepts enable marketers to analyze the acceptability of

strategies planned by them.

Even though we cannot know everything that is to be known, we do need some in depth

knowledge about the consumers, starting with who is he. Is there a real Indian customer or

there is a set of stereotype. All the conventional wisdom in market research tends to favor the

view that that there are distinct types, and we need to isolate them according to some

parameter and label them.

CUSTOMER SATISFACTION:


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Customer satisfaction as the key element for success in business is a major concern for any

industry. In this paper I have tried to propose a how customer satisfaction level can affect the

performance of an organization.

Customer satisfaction, a business term, is a measure of how products and services supplied by

a company meet or surpass customer expectation. It is seen as a key performance indicator

within business and is part of the four perspectives of a Balanced Scorecard. In a competitive

marketplace where businesses compete for customers, customer satisfaction is seen as a key

differentiator and increasingly has become a key element of business strategy.

There is a substantial body of empirical literature that establishes the benefits of customer

satisfaction for firms.

Measuring customer satisfaction

Organizations are increasingly interested in retaining existing customers while targeting non-

customers; measuring customer satisfaction provides an indication of how successful the

organization is at providing products and/or services to the marketplace.

Selecting Target Market

A review of marketing opportunities often helps in identifying distinct consumer segments

with very distinct wants and needs. Identifying these groups, learning how they behave and


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how they make their purchase decisions enables the marketer to design and market products or

services particularly suited for their wants and needs.


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Market share of two wheeler companies in India 2012


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RESEARCH METHDOLOGY

INTRODUCTION


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"Marketing research means the systematic gathering, recording, analyzing of the data about

problem relating to the marketing of goods and service"

Marketing research has proved an essential tools to make all the needs of marketing

management. Marketing research therefore is the scientific process of gathering and analyzing of

marketing information to meet the need of marketing management. But the gathering of

observation is must be systematic. The systematic conduct of research requires:-

Orderliness, in which the measurements are accurate.

Impartiality in analysis and interpretation

All the research can be categorized in to basic and applied.

1. BASIC RESEARCH:-Basic research is that intended to expand the body of knowledge for

the use of other.

2. APPLIED RESEARCH:-Applied research is one, which is carried out to find the solution

for a particular problem or for guiding a specific decision. It is usually private in nature.

OBJECTIVES

Research objectives set the purpose and focus of research with the fundamental

questions that will be addressed. Defining research objectives means defining what do

I need to investigate and how am I going to do it?


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Objectives are the single most important aspect of research design and implementation.

They include individual, tangible steps that will be taken in your research.

Following are the objectives of this research study:

To analyze the perception of customers about the product (bikes) and after sales

services provided by both the companies.

To study about the consumer awareness regarding bikes.

To study and compare the bikes of Honda and Bajaj.

NEED OF THE STUDY

By doing the study and undergoing through the training, I have:

Learnt how the management has been working in the organization.

Learnt about the duties and responsibilities of the personnel and about their

behavior in the corporate world.

Understood the management structure of the organization.


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Understood the customers perception towards this industry.

Benefits of the study:-

It will help to the company for evaluating the various products and services of Hero Honda bike.

The company would be able to design various schemes and service of theHero Honda bike

The company would be able to understand the consumer need's and preference.

RESEARCH DESIGN

Research design stands for advance planning of methods to be adopted

for collecting the relevant data and the techniques to be used in their analysis keeping

in view the objectives of research and the availability of time and money.

The research designs carried out in the study are exploratory and descriptive in nature.

Exploratory researchhad been conducted during the initial stage of the study to

smoothen the research process from ambiguity. The purpose of this research is to gain


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background information, to clarify problems, to develop research priorities and to

develop questions to be answered.

Descript ive research had been conducted after gaining background information.

Descriptive research includes surveys, fact finding and enquiries of different kinds. The

major purpose is to describe and measure any phenomenon at a point of time. The

main characteristic of this method is that the researcher has no control over the

variables and only reports what has happened or what is happening.


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DATA COLLECTION

SAMPLING TECHNIQUE:

There are a two types of the sampling i.e. probability sampling and Non -. Probabilitysampling

Probability sampling:-

Probability sampling means each unit of the universe has equal chance of getting

selected. The most frequently used Probability sampling method are as below :

(A) Simple Random Sampling.

(B) Stratified Random Sampling.

(C) Multi-stage Random Sampling.

(D) Cluster Sampling.

(E) Multiphase Sampling.

(F) Replicated Sampling

Non Probability sampling:-

Nonprobability sampling contains following methods:-

(A) Judgment sampling.

(B) Convenience sampling.

(C) Panel sampling.

(D) Quota sampling.


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Probability sampling had been used in the study.Probability sampling is a sampling

technique wherein the samples are gathered in a process that gives all the individuals in

the population equal chances of being selected.

The type of probability sampling being used is s imple random sampl ing.In a simple

random sample, individuals are chosen at random and not more than once to prevent a

bias that would negatively affect thevalidity of theresult of theexperiment.

SAMPLING DESIGN:

Sampling design refers to the systematic plan of obtaining sample. While designing

sampling process, following steps had been followed:

Defining population.

Designing sampling frame.

Determining sample size.

Drawing the sample.

a) Defining population:
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Population is defined as the total members of a defined class of people, objects, places

or events selected because they are relevant to the given research.In any research

study, the population has to be clearly defined according to particular characteristics

such as age, sex, residence or geographical accessibility to health services. The way

population is defined depends on the problem which the researcher wants to investigate

and on the objectives of the study.

In this study, the area of research was Greater Noida.

b) Designing sampling frame:

Sampling frame is the actual set of units from which a sample is drawn. In the case of a

simple random sample, all units from the sampling frame have an equal chance to be

drawn and to occur in the sample.

After defining population, sampling frame was designed i.e. the listing of the accessible

population from which sample would be drawn.

In this study, sampling frame consisted of people visiting Ansal Plaza Mall, Commercial

belt, Sec Pi- 1and Pari- chowk bus stand.

c) Determining sample size:

Total sample size for this study was 150 but number of complete survey was 100, so

the response rate was 66.6%


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d) Drawing the sample:

After determining the sample size, sample was randomly selected.

METHODS OF DATA COLLECTION:

The data is of two types:-

Primary data

Secondary data

Primary dataare those which are collected afresh and for the first time and thus

happen to be original in character.

Secondary dataare those which have already been collected by someone

else and which have been passed through the statistical process. In this research

both types of data had been used.

COLLECTION OF PRIMARY DATA:

Primary data can be collected through following methods:

Observation

Interview (personal and telephonic)

Survey

Questionnaire


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In this research questionnaire has had been used as a tool for primary data collection .

COLLECTION OF SECONDARY DATA:

Secondary data can be collected through:

Published sources: Published sources can be classified as official,(or national

or internat ional), Semiofficial and private Usually published data are available in:

Various publications of central , state and local government

Technical and trade journals

Books, magazines and newspaper

Reports prepared by research scholars, universities and economists.

Unpublished sources: Unpublished data may be found in diaries, letters, unpublished

biographies and autobiographies and also may be available with scholars and

research workers, trade associations, labor bureaus and other public or private

individuals & organizations.

In this report secondary survey included :

1. Internal sources:- Various internal sources like employee, books, sales activity,

stock availability, product cost, etc.

2.External sources:-

Libraries,

trade publication,

literatures,

Internet


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Hero motor corps report

Companys website Discussion with marketing and sales staff.

Books on Marketing and Research methodology,

etc are some important sources of external data.

PROCESS OF MARKET RESEARCH:

The marketing research is done in the systematic process. I have pursued the below process of

the marketing study at Bajaj.

Problem Identification

Research Design

Data Collection


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Problem Identification:-

The first and the most important step of marketing research is properly defining the problem. In

order to identify the research problem two categories of problem should be carefully noticed.

A study on two wheeler bike in the Rural Area Here the researcher's problem are:-

The awareness of two wheeler bike is very less.

The price of the various products of two wheeler bike are high.

A number of the customers are not satisfied with services, new scheme and offers

.

Data Analysis &Interpretation

Research Report


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SWOT ANALYSIS


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SWOT ANALYSIS

Strengths

Ability to understand customers needs and wants.

Recognized and established brand name.

Effective advertising capability.

Has great brand name and commands lot of respect among bikers community.

Continuously does product improvement in accordance with demanding customers.

Weaknesses

R&D is very much effective.

Bajaj is vulnerable in the joint venture because Bajaj Motor Company has so much

power.


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Opportunities

Global expansion into the Caribbean and Central America

Expansion of target market (include women)

Become Indias leader in the scooter market

Threats

Bajaj Motorcycles and Scooters India can take away market share and cause joint venture

to go sour

Honda Motors is a strong competitor.


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Analysis of datais a process of inspecting, cleaning, transforming, and modelingdata

with the goal of highlighting usefulinformation,suggesting conclusions, and supporting

decision making. Data analysis has multiple facets and approaches, encompassing

diverse techniques under a variety of names, in different business, science, and social

science domains. There are various tools available for data analysis. This study has had

been done using percentage and pie-chart as tools for analysis.

Percentages

Percent distributions, or percentages, tell what proportion of respondents selected a

particular answer. Since percentages reflect the number of times each answer would be

selected out of 100 responses, they can be used to help put data in perspective. These

are particularly useful when we have a large number of responses.

Pie-chart

A pie chart(or a circle graph) is acircularchart divided intosectors,illustrating

proportion. In a pie chart, thearc length of each sector (and consequently itscentral

angle andarea), isproportional to the quantity it represents. When angles are

measured with 1turn as unit then a number of percent is identified with the same

number of centturns. Together, the sectors create a full disk. It is named for its

resemblance to apie which has been sliced. The size of the sectors is calculated by

converting between percentage and degrees or by the use of a percentage protractor.
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DATA ANALYSIS

Table 1 : AGE-WISE ANALYSIS

Interpretation: The above table and chart shows that people below age of 40 years are

more aware of bikes since 78% of the respondents belonged to this category. People

above the age of 50 years are less aware of bikes.

Chart 2

Upto 30 years

31-40 years

41-50 years

Above 50 years

Age(years) No. of respondents Percentage

Up to 30 46 46

31 to 40 32 32

41 to 50 16 16

Above 50 6 6

Total 100 100


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Table 2: EDUCATION-WISE ANALYSIS

Particulars No. of respondents Percentage

Undergraduates 18 18

Graduates 32 32

Postgraduates 50 50

Total 100 100

Interpretation:The above table and chart shows that post graduates are more aware

about the bikes as 50% of the respondents belonged to this category. 32% of graduates

are aware of the bikes whereas undergraduates are least aware of bikesas only 18%

fall in this category.

Table 3: ANNUAL INCOME-WISE ANALYSIS

Chart 3

Undergraduates

Graduates

Postgraduates


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Particulars No. of respondents Percentage

Less than 50,000 10 10

50,000-1,50,000 22 22

1,50,000-3,00,000 38 38

More than 3,00,000 30 30

Total 100 100

Interpretation: The above table and chart shows that people having annual income

between 50,000-1, 50,000 are less aware of two-wheelers since 22% people lie in this

category and people having annual income below 50,000 are least aware about it.

Table 4: MARITAL STATUS-WISE ANALYSIS

Particulars No of respondents Percentage

Chart 4

3,00,000


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Married 34 34

Single 66 66

Total 100 100

Interpretation:The above table and chart shows that unmarried peopleare more

aware of two-wheelers than unmarried people as 66% of the unmarried respondents are

aware about it.

Q.1)Do you have two-wheeler?

(A) Yes - 76 (B) No24

Chart 5

Married

Single


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Interpretation: Overall 26% of the respondents do not have bike whereas 74% of the

respondents do have their own bike.

Chart 6

Yes

No


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Q.2) Which companys bike do you have?

(A) Honda - 35 (B) Bajaj29 (C) Others -36

Interpretation:About 35% respondents had honda whereas 29% had bajaj whereas

other 36% preferred bikes of other companies.

Q.3) From where did you receive information about the bike which you have?

(A) Friends: 40 (B) Salesman: 32

Chart 7

Honda

Bajaj

Others


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(C) Advertisement: 20 (D) Other source: 8

Interpretation: Most of the people are mostly influenced by their peer groups i.e. 40%

and 20%vare influenced by advertisement and about 32% by the salesman.

Q.5) Please specify your reason for using your motor bike.

(A) Office purpose: 32 (B) Personal use: 30

(C) Joy purpose: 28 (D) Other: 10

Chart 8

Friends

Salesman

Advertisement

Others


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Interpretation:Majority of the people use bike for their office purpose ,they contribute

to 32% of the sample, whereas 30% people use it for personal use and 28% use it for

the purpose of joy.

Q.6)Are you aware of all the two-wheeler companies present in the market?

(A) Yes - 82 (B) No18

Chart 9

Office

Personal

Joy

Other


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Interpretation: The above chart shows that only 18% people are unaware of the two-

wheeler companies prevailing in the market at present rest 82% are aware.

Q.7) How do you rate your overall experience with your two-wheeler company?

(A) Excellent : 13 (B) Good : 57

(C) Average: 23 (D) Below average: 7

Chart 10

Yes

No


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Interpretation: Most of the people have good experience with their two-wheeler

companies, about 23% people have average experience whereas only 7% people have

below average experience about their bike and after sales service.

Q.8)Are you satisfied with the service of your two-wheeler company?

(A) Yes: 66 (B) No: 16 (C) Not sure: 18

Chart 11

Excellent

Good

Average

Below average


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Interpretation: About 66% respondents are satisfied with the service of their two- wheeler

company whereas 16% are not satisfied. Other 18% are not sure about the services provided by

the company.

Q.9)Which two-wheeler company would you prefer for bike?

Honda : 45 Bajaj : 24 Other : 31

Chart 12

Yes

No

Not sure


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Interpretation:

Overall 45% respondents prefer Honda as bike whereas 24% prefer Bajaj. Rest 31% prefer other

bikes.

Q.10) Which factors below influence your decision:

(A) Price: 37 (B) Mileage: 41

(C) Status symbol : 19 (D)Other : 3

Chart 13

Honda

Bajaj

Other


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Interpretation:

Price plays an important role in which influences the decision of the customers i.e. 37% of

population make their purchasing decision according to the price whereas 41% population are

influenced by the mileage of the bike.

Q.11)Which model of Bajaj would you prefer?

(A) Pulsar : 37 (B) Discover: 27

(B) Avenger: 21 (C) Others: 15

Chart 14

Price

Mileage

Status symbol

Other


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Interpretation:Theabove charts and tables shows that most of the people i.e. 37%of the respondent

prefer pulsar bikes whereas 27% prefer discover bikes , 21% prefer avenger. Rest 15% prefer other

models of bajaj.

Chart 15

Pulsar

Discover

Avenger

Others


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FINDINGS

BRANDS

PARAMETERS

HeroHonda

Bajaj Honda TVS Suzuki Yamaha

Gender Male Male Male Male Male Male

Maritalstatus

Unmarried

Unmarried Unmarried

Unmarried

Married Unmarried

Profession Salaried Salaried Salaried Salaried Salaried Salaried


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Age 21-25 21-25 21-25 21-25 21-25 26-30

Education Graduate Graduate Graduate Graduate Graduate Graduate

Dealersattitude

Good Good Good Good Good Good

Explanati

on ofOf

productfeature

Good Good Good Good Average Averag

e

Salesterms andCondition

Very

Good

Good Good Average Good Average

Productdisplay


Cleanliness


Atmosphere

Good Good Good Good Average Good

Cleanliness of

purchasedBike


Timelydeliveryof bike

Very

Good

Good VeryGood

Good Good Good

Explanation of bikeFunction

Good Good Good Average Average Good

PDI andCheck

Good Good Good Good Average Average

Timetaken in

Documentation


Salesmanfollow up

Average Average Good Average Average Good

Remainder of firstservice

Good Poor Average Poor Average Good

Promptaction to

complaints


Replacement

Might ormight not

buy

Might ormight not

buy

Probabl

y Buy

Might ormight

not buy

Might ormight not

buy

Mightor

mightnot buy


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The chart represents the analysis of the covered brands on the basis of different parameter

The major findings during the data collection and analysis time can be summed

up as follows:

Interest rates are one of the prime reasons for the sharp fall in demand. Many banks

have increased interest rates which make two wheelers costlier.

Difficulty in availing loans, rising defaults, tightening of loan recovery laws and various

other factors have dissuaded consumers from availing loans and led to further problems

in credit lending

. Increasing oil prices have deterred many lower middle class families from buying two

wheelers

. Introduction of low priced cars will directly affect the market. The family segment

would want to gradually move from two wheelers to four wheelers. The major impact

of this phenomenon would be experienced in the 100-125 cc two wheelers whereas

the performance segment i.e. > 125cc will continue to grow strongly.

With the introduction of the Bharat-4 norms, it will be more challenging to meet these

stringent norms whilst simultaneously offering competitive prices. In spite of these

factors, demand drivers are present for the foreseeable future and are favourable for the

two wheeler industry. However, to capture this growth, any player will have to correctly

position itself to appeal to the consumer.


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CONCLUSION

Dream High because that will help you to Achieve Big.

Systematic Planning is the essence for the project.

Making realistic time frame and make it mandatory to follow.

More of Pulsar, CBZ and Krizma are purchased by young generation between

18-30 years because they prefer stylish looks and rest of the other models are

preferred by daily users who prefer economy more than looks.

Hero are considered to be most fuel-efficient bikes on Indian roads.

While buying a motorcycle, economy is the main consideration in form of

maintenance cost and fuel efficiency.

Setting SMART (S-specific, M-measurable, A-authentic, R-realistic and T- time

specific) goals is the the key to success.


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RECOMMENDATIONS:

The two wheeler companies should focus on gearless scooters. The market

share of gearless scooters is increasing at a healthy rate. Bajaj is virtually absent

in this range that caters to the needs of women and families. Presently Honda,

Hero Honda and TVS are big players in this segment.

Entry into four wheeler segment Bajaj has entered into a joint venture with

Renault-Nissan in the development of a small car priced at $3000. This is a

significant move because it directly competes with Tata NANO. Bajaj has also

displayed its small car prototype in the recently held auto expo. It promises

double the mileage as compared to any car in the economy segment and is also

considering the option of introducing Diesel and LPG variants. The four wheeler

segment will also be able to hedge any risk that might arise because of the two

wheeler industry and would profit from retaining consumers switching from two

wheelers.

Scaling Up Service Centers: Companies need to scale up its service centers both

in numbers and in capacity.


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Keeping in line with its growth target for the next 5 years, the service centers

should not only cater to two wheelers but should also be upgraded to cater to the

needs of four wheelers that companies plans to launch.

Focus on Easy Credit Lending

Two- wheeler companies should try to adopt different strategies to market their

products

Now at the time of global turmoil two-wheeler companies have to hold on to the

customers trust which might lead the company to the path of success.

.Satisfactory after sales service.

Bajaj should introduce some more models having more engine power.

Hero should think about fuel efficiency in case of upper segment bikes.

They should introduce some good finance/ discount schemes for students.

Price should be economic.


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LIMITATIONS OF THE STUDY:

However I have tried my best in collecting the relevant information yet there are some

limitations:

a) Limited time:

There was limited time in which this project has to be completed. Therefore it was a

major limitation of the study.

b) Limited Area:

The area covered in this project was only some parts of Greater Noida and not the

whole of Greater Noida.

c) Few interaction:

There was little interaction with the people because of limited area.

d) Communication Problem:

The accurate decision can not be taken only by collecting information as people

dont feel comfortable in giving their personal information correctly.

e) Dynamic nature of the environment:

Information true and relevant today may not be true and relevant tomorrow.


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Books:


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Kothari C.R., Research Methodology Methods & Techniques, New Age

International Publishers, 2ndEdition

Beri G.C, Marketing Research ,Tata Mc Graw Hill, 4th Edition

Kotler Philip,Marketing Management, Prentice hall of India pvt. ltd., 12thEdition

Boyd & Others, Marketing Research, All India Traveler Book Seller,

Websites:

http://www.heromotocorp.com/en-in/two-wheeler-motorcycles

http://www.bajajauto.com/

http://www.towerswatson.com/assets/pdf/6836/TW-IN-Life-Newsletter-JAN2013.pdf

http://www.business-standard.com/
http://www.heromotocorp.com/en-in/two-wheeler-motorcycleshttp://www.heromotocorp.com/en-in/two-wheeler-motorcycleshttp://www.bajajauto.com/http://www.bajajauto.com/http://www.towerswatson.com/assets/pdf/6836/TW-IN-Life-Newsletter-JAN2013.pdfhttp://www.towerswatson.com/assets/pdf/6836/TW-IN-Life-Newsletter-JAN2013.pdfhttp://www.business-standard.com/http://www.business-standard.com/http://www.business-standard.com/http://www.towerswatson.com/assets/pdf/6836/TW-IN-Life-Newsletter-JAN2013.pdfhttp://www.bajajauto.com/http://www.heromotocorp.com/en-in/two-wheeler-motorcycles


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QUESTIONNAIRE

Personal Information:

Name:

Age:


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Educational Qualification:

Annual Income:

Marital status:

Q.1) Do you have two -wheeler?

Yes No

Q.2) If yes, which companys bike do you have?

Honda Bajaj Others (please specify) ..

Q.3) What is your present bikes model number?

Q.4) From where did you receive information about the bike which you have?

Friends /Relatives

Sales-man

Advertisement

Other sources


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Q.5) Please specify your reason for using your motor bike

Office purpose

Personal purpose

Joy purpose

Other

Q.6)Are you aware of all two-wheeler companies present in the market?

Yes No

Q.7) How do you rate your overall experience with your two-wheeler company?

Excellent

Very good

Good

Average

Poor

Very poor

Q.8)Are you satisfied with the service of your two-wheeler company?

Yes No Not sure


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Documents

Marketing Strategy of Top Two-Wheeler Company