Qadir Final[1]

8/14/2019 Qadir Final[1]

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ALLANA INSTITUTE OF MANAGEMENT SCIENCES, PUNE. 1


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To study the market potential of Honda Activa after the

launch of Suzuki Access and to study the comparison

between Honda Activa and Suzuki Access.

After the launch of Suzuki Access, the sales growth of Honda Activa has

decreased. The project is to find out the reasons for the decrease in the

sales growth of Honda Activa and to do the comparison between the

features of Honda Activa and Suzuki Access.

The project was done under IMRB International, which is a pioneer in

India in various research areas. Associated with the group of international

market companies such as British market research bureau (BMRB) and

Mill ward Brown International, IMRB operates out of thirteen cities in

India and has associates offices in Sri Lanka, Bangladesh and Nepal.

The client was Honda who is the world's largest manufacturer of 2-

wheelers. Its symbol, the Wings, represents the company's unwavering

dedication in achieving goals that are unique and above all, conforming to

international norms.The product was Honda Activa, which is the firstscooter launched by Honda in India. It is designed as a family two-wheeler

and features higher load carrying capacity. Honda Activa is popular for

its practical styling, ease of use, better ride quality and the excellent 102 cc

engine.

The basic objective of the study was to know the market potential ofHonda Activa. The other objective of the study was to find the reasons due



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to which the sales growth of Honda Activa has decreased. Comparative

analysis of the features of Honda Activa and Suzuki Access was also one of

the objectives of the study.

According to the results, it was found that by comparing Honda Activa

and Suzuki Access, Suzuki Access has a added advantage over Honda

Activa in some features like mileage, comfort, handling and control and

pickup.As per the BCG Matrix the client i.e. Honda is the star i.e. the market

growth rate of scooters is high as well as Honda Activa had a high relative

market share. Taking into consideration these points the client i.e. Honda

should do following things to compete with its competitors:

1. Manufacturing capacity should be increased.

2. There should be aggressive promotional activities.

3. There should be some innovations in the product.

The waiting period of the product delivery should be reduced.

There should be proper supply of the product whenever the demand

arises. Measures should be taken to ensure smooth and compassionate

interaction of dealers with customers.

Aggressive promotional activities means the client i.e. Honda should

provide attractive schemes and offers to the new customers as well as

should come up with innovative schemes for existing customers. For

instance, customer who has completed one year with Honda Activa gets a

free service or some discount voucher, etc.

The after sales service for the scooter should be such that the mileage,

looks, comfort, handling, control and pickup should be maintained, this



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will help Honda get a sustainable competitive advantage with regards to

after sales service.



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1. Background of the study.

Though Indian motorcycle industry fell by almost 14.4 percent

in the April-August period from a year ago. Scooters is

witnessing a robust growth, it rose by 19 percent during the same

period. On an average 40,000 scooters are sold every month in

India. TVS scooty plus, Honda Activa, Hero Honda pleasure and

Bajaj kristal are prominent players in this scooter segment.

2. Problem Statement :

After the launch of Suzuki Access, the sales growth of Honda

Active has been decreased.

3. Objectives :

To show the market potential of Honda Activa after the launch

of Suzuki Access and to study the comparison between Honda

Activa and Suzuki Access in Pune city.

4. Scope of the study.

The survey was conducted in Pune city only.



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The area covered under the survey was Koregaon Park,

Hadapsar, Kondhwa, Kothrud, Karvenagar, Nana Peth, Sadashiv

Peth, Swargate.

5. Limitations.

All the respondents should be male.

They should have purchased the bike within last 3months.

6. Significance of Study.

It will help in increasing the future market share of

HONDA ACTIVA.

It will help in eliminating the deficiencies in services aswell as after sales services.

It will help in retaining the other buyers and consumers.

It will help in understanding the consumers behavior for

automobile market.



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About IMRB International:

Established in 1971 and with over three decades of market research

experience, IMRB is a pioneer in India in various research areas.

Associated with the group of international market companies such as

British market research bureau (BMRB) and Mill ward Brown

International, IMRB operates out of thirteen cities in India and has

associates offices in Sri Lanka, Bangladesh and Nepal.

IMRB International promises high quality conceptualization, strategic

thinking, execution and interpretation skills on all clients research

needs. In 1996, IMRB International managed 2,500 projects and

4,000,000 interviews. IMRB International is the only research

company in India today that offers the entire range of research-based

service to its clients. IMRB International specialized areas areconsumer markets, industrial marketing, and business- to- business

marketing, social marketing and rural marketing.



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Services offered by IMRB International

The depth and Breadth of services that company provides are

extensive and includes research and advisory services in the following

areas:

Advertising promotion and media research

B2B and Industrial research

Brand research

Customer satisfaction research

Corporate and employee research

Channel and retail research

Product and packaging research

Pricing research

Strategic market research.



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Sectors IMRB International researches

Ever since its establishment in 1971, IMRB International has been the

pioneer in conducting market research exercises for several sectors.

Today, there is hardly any sector that IMRB International hasnt

researched. From potato wafers PCs cigarettes to cellular phones,

alcohol to air conditioners and bubble gums to big sized cars- just

name it and they have researched it.

Alcohol

Automotive

Agriculture and agro products

Building and construction

Consumer durables

Household care

IT, Internet and Telecom

Industry and Business

Media and Entertainment

Social an Rural

Tobacco



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IMRB Internationals Divisions:

IMRB International has been offering over 30 years of specialist

research services to clients in India and overseas on products and

services covering the entire gamut of business and industry. IMRB

International today operates,

Out of its five full service offices in Mumbai, Delhi, Calcutta, Chennai

and in Bangalore and is supported by 13 other regional centers for

collection of survey information that literally span the entire country.

They are able to provide highest quality of professional services to the

utmost satisfaction of their clients, which include small medium and

large-scale industries, the government and public sectors unit,

multinational corporations and international companies that are eying

the highly promising Indian market.

To serve the diverse needs of their clients, they also have 5 specialist

units:

1) Probe qualitative research (PQR)

2) Social and Rural research Institute (SRI)



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3) Media and Panel research group

4) Customer Satisfaction Management & Measurement (CSMM)

5) Business and Industrial Research Division (BIRD)

6) And the technology group@IMRB International

Probe qualitative research is one of Indias leading qualitative

researches and has executives specially trained in India and

overseas in qualitative research methods. Drawing on learning

from ethnography, psychology and anthropology, PQR has

created a validated tool kit for product, communication and

brand development.

The social and rural research institute specializes in social

research and in conducting research on emerging rural markets.

It has staff with special expertise in conducting knowledge,

attitudes and practice (KAP), studies on health and sanitation,

water, environment and other fields, in India as well as

Internationally.

A pioneer in the field of media research in India. It has been



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conducting the national readership surveys in India since 1978.

It has been running Indias only Television Rating (TRP) since

1986, the year in which television went commercial ion major

way. It has also developed its own people meters.

Customer Satisfaction Management & Measurement is part of

the walker information global network and is the first suchspecialist organization in India with an exclusive focus on

customer and employee satisfaction, reputation and stakeholder

assessment.

Business and Industrial Research Division (BIRD) and the e-

technology group at IMRB International: As industrial markets

transformed from monopolies to competitive markets, the need

for research based consultancy services was demanded of IMRB

International. IMRB International spun off the Business and

Industrial research division to meet the growing and changing

needs of the Industrial marketer. Over a decade of research

experience in telecommunication, office automation, information

technology and the convergence of these technologies has given

the e-Technology group of IMRB International, Knowledge and

experience in a wide spectrum of hardware, software and

services.



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IMRB Internationals offices

Sr. No OFFICES LOCATION

1. Corporate Office Mumbai

2. Research Office Mumbai

3. Research Office New Delhi

4. Research Office Kolkata

5. Research Office Bangalore

6. Research Office Chennai

7. Field Office Bangalore

8. Field Office Ahmedabad

9. Field Office Bhuvaneshwar

10. Field Office Kolkata

11. Field Office Chennai

12. Field Office Guwahati

13. Field Office Hyderabad

14. Field Office Cochin

15. Field Office Luckhnow

16. Field Office Mumbai

17. Field Office Patna

18. Field Office Pune

19. Field Office New Delhi

20. Field Office Indore21. Field Office Ludhiana

22. International

Office

U.A.E

23. International

Office

Sri Lanka



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CLIENTS INFORMATION

ABOUT HONDA

Honda is the world's largest manufacturer of 2-wheelers. Its symbol, the Wings,

represents the company's unwavering dedication in achieving goals that are

unique and above all, conforming to international norms. These wings are now

in India as Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI), a wholly

owned subsidiary of Honda Motor Company Ltd., Japan. These wings are here

to initiate a change and make a difference in the Indian 2-wheeler industry.

Honda's dream for India is to not only manufacture 2-wheelers of global quality,but also meet and exceed the expectations of Indian customers with outstanding

after sales support.



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Honda Activa

ALLANA INSTITUTE OF MANAGEMENT SCIENCES, PUNE.

Official Name Honda Motorcycle & Scooter India

Pvt. Ltd.

Established 20th Aug, 1999

Place Manesar, District Gurgaon,

Haryana, India

Investment Rs. 300 Crore

Representative Mr. Shinji Aoyama, President &CEO

Factory Location Manesar, District Gurgaon,

Haryana, India

Production Capacity 10,00,000 Units per Year

18


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Honda Activa is the first scooter launched by

Honda in India. It is designed as a family two-

wheeler and features higher load carrying

capacity.

Honda Activa is popular for its practical styling, ease of use, better ride qualityand the excellent 102cc engine. Its compact body offers ease of handling and

delivers performance and reliability. As regards looks, Activa is a perfect

combination of curves, creases and flawless paint finish.

Honda Activa is equipped with 4-stroke 102.1 cc engine. It delivers peak power

of 7 bhp @ 7000 rpm and peak torque is 0.8 Kgm @ 5500 rpm. Honda Activa

has a highest ground clearance of 145 mm in its class and its riding position is

specially designed to make handling easy and reduce rider fatigue.

Honda Activa comes with a host of utility features. These include tuffup tube

and CLIC mechanism. The Nylogrip tyres have a double walled tube filled with

fluid. In case of puncture the fluid fills in the gap and seals off the puncture thus

preventing air from escaping. The Convenient Lift Up Independent Cover

(CLIC) mechanism makes maintenance easier and faster.

The brand is targeted at men and family



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Others

15%Kinetic

5%

HH Pleasure

9%

Scooty PEP

26%

Activa

45%

Activa

Scooty P

HH Pleas

Kinetic

Others

MARKET SHARE OF KE Y PLAYERS INTHE SCOOTER CATEGORY

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CONCEPT OF MARKET POTENTIAL

Market Potential has been defined as the maximum demand response

possible for a given group of customers within a well-defined geographic

area for a given product or service over a specified period of time under

well-defined competitive and environmental conditions.

We will elaborate this comprehensive definition.

1. First, market potential is the maximum demand response under certain

assumptions. It denotes a meaningful boundary condition on ultimate demand.

2. Another condition on which the concept of market potential depends is a set of

relevant consumers of the product or service. It is not merely the present consumer

who is to be included but also the potential consumer as maximum possible

demand is to be achieved. Market potential will vary depending on which particular

group of consumers is of interest.

3. Further, the geographic area for which market potential is to be determined

should be well-defined.

4. Another relevant aspect in understanding the concept of market potential is to

clearly know the product or service for which market potential is to be estimated.

Especially in those cases where the product is in question can be substituted by

another, it is desirable to have market potential for the product class rather than that

particular product.5. It is necessary to specify the time period for which market potential is to be

estimated. The time period should be so chosen that it coincides with planning

periods in a firm.

6. Finally, a clear understanding of environmental and competitive conditions

relevant in case of a particular product or service is necessary if market potential is

to be useful.The geographic area for which market potential was carried out was Pune City.



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The time period for the study was last 3 months.

Competitive conditions were, the demand of gearless scooters is increasing day byday, and so many companies are shifting their product line towards gearless

scooters, thats why there is a tough competition between the companies. Also the

other competitors are coming with innovations in their products and services.



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common competitive framework requires doing similar things better and

focusing on price. The result can be an erosion of profitability.

Customer choices-

One approach to identifying competitor set is to look at competitors from the

perspective of customers what choices are customers making?

Product-Use Associations-

Another approach that provides insights is the association of products with

specific use contexts or applications. Perhaps 20 or 30 product users could be

asked to identify a list of use situation or applications. For each use context they

would then name all the products that are appropriate.

Strategic Groups:

The concept of a strategic group provides a very different approach toward

understanding the competitive structure of an industry. A strategic group is a

group of firms that

Over time pursue similar competitive strategies (for example, the use of

the same distribution channel, or the same price/quality position).

Have similar characteristics (e.g., size, aggressive).

Have similar assets and competencies (such as brand associations,

logistics capability, global presence, or research and development).

COMPETITOR ANALYSIS-

Understanding Competitors and their activities can provide several benefits.

1. An understanding of the current strategy strengths and weaknesses of a

competitor can suggest opportunities and threats that will merit a

response.



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2. Insights into future competitor strategies may allow the prediction of

emerging threats and opportunities.3. A decision about strategies alternatives might easily hinge on the ability to

forecast the likely reaction of key competitors.

4. Competitor analysis may result in the identification of some strategic

uncertainties that will be worth monitoring closely over time.

Competitor actions are influenced by eight elements:

1) Size, growth and Profitability.2) Image and Positioning Strategy.

3) Competitor Objectives and Commitment.

4) Current and Past strategies of Competitors.

5) Competitor Organization and Culture.

6) Cost Structure.

7) Exit Barriers.

8) Assessing Strengths and Weaknesses.

A significant trend witnessed over the past five years is the inclination of

consumers towards products with superior features and styling. Better awareness

about international models has raised expectations of consumers on some key

attributes, especially quality, styling, and performance. High competitive

intensity has prompted players to launch vehicles with improved attributes at a

price less than the competitive models.



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TABLE OF COMPARISON BETWEEN THE FEATURES OFHONDA

ACTIVA AND SUZUKI ACCESS



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Honda Activa Suzuki Access

1. Mouth Shut Product

Rating:

2. ProductRecommendation:

by MouthShut members

66% 94%

Fuel Consumption

(kms/litre):

Comfort:

Reliability:

Handling and Control:

Looks:Price (Rs)* 44,774 48,771

3. Engine

Engine Displacement

(cc)

102 124

Maximum Speed (kmph) 80 92

Engine Type 4-stroke 4 Stroke, Air-cooled,

OHC

Start Type Self & Kick Self & Kick

Mileage (kmpl) 45 Above 50Fuel Capacity (litres) 6 6.4

Maximum Power (bhp) 7 8.58

4. Other Features

Overall Length (mm) 1765 1780

Height (mm) 1130 1125

Wheel Base (mm) 1235 1260

Ground Clearance (mm) 145 160

Kerb Weight (kg) 110.2 109

27
http://www.mouthshut.com/product-reviews/Honda_Activa-925034646.htmlhttp://www.mouthshut.com/product-reviews/Honda_Activa-925034646.html


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WHAT IS MARKETING RESEARCH?



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The natural starting point is to define our subject, and so we quote the

traditional definition of the American Marketing Association. MarketingResearch is__

The systematic, gathering, recording and analyzing of the data about

problems relating to the marketing of goods and services.

The systematic conduct of research requires particularly these two qualities__

Orderliness, in which the measurement are accurate and cross section is

fair, and Impartiality in analysis and interpretation.

The definition also indicates the scope of marketing research. We will modify

that but adding

Planning

Interpreting

The definition needs these stages of planning and interpreting, because__

Unless there has been planning in advance, a study would be

unsystematic, and

The research has to be completed by interpreting the data for it to have

meaning and value to its user.A research model that fulfills that definition will be presented shortly.

WHY MARKETING RESEARCH ?

It is usually said that if marketing would be a train, then market research

would be the locomotive. In other words, market research should ideally be

the starting point of any marketing exercise. Conducting any marketingexercise - be it related to pricing, promotion or distribution of a product or



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MARKETING RESEARCH PROCESS: AN

OVERVIEW

The marketing research process includes the systematic identification,

collection, analysis and distribution of information for the purpose of

knowledge development and decision making.

Whether you are creating a new marketing research program or perhaps

revising an existing marketing research program, what are the steps you

should take?

While there are dozens of little steps along the way, each of those steps fits

into one of the 6 major steps of the marketing research process.

They are:

Step 1. Identifying and defining your problem

Step 2. Developing your approach

Step 3. Establishing research design and strategy

Step 4. Collecting the data

Step 5. Performing data analysis

Step 6. Reporting and presentation

1. Identifying the Problem

If you are considering conducting marketing research, chances are you have

already identified a problem and an information need.

http://www.polarismr.com/education/step1_identifyproblem.htmlhttp://www.polarismr.com/education/step2_developapproach.htmlhttp://www.polarismr.com/education/step3_researchdesign.htmlhttp://www.polarismr.com/education/step4_datacollection.htmlhttp://www.polarismr.com/edctr_step5_dataanalysis.htmlhttp://www.polarismr.com/edctr_step6_reporting.htmlhttp://www.polarismr.com/education/step1_identifyproblem.htmlhttp://www.polarismr.com/education/step2_developapproach.htmlhttp://www.polarismr.com/education/step3_researchdesign.htmlhttp://www.polarismr.com/education/step4_datacollection.htmlhttp://www.polarismr.com/edctr_step5_dataanalysis.htmlhttp://www.polarismr.com/edctr_step6_reporting.html


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This step is always the first of the marketing research steps. At this point,

the problem will have been recognized by at least one level of management,and internal discussions will have taken place. Sometimes, further definition

of the issue or problem is needed, and for that there are several tools you can

use.

2. Marketing Research Approach

Once your problem is better defined, you can move onto developing

marketing researchapproach, which will generally be around a defined set

of objectives.

Clear objectives developed in Step 1 will lend themselves to bettermarketing

research approach development. Developing your approach should consist of

honestly assessing you and your teams market research skills, establishing a

budget, understanding your environment and its influencing factors,

developing an analysis model, and formulating hypotheses.

3. Marketing Research Design

Based upon a well-defined approach from Step 2, a framework for the

designing yourmarketing research design should be apparent.

Marketing research design is the most encompassing of all steps in the

marketing research process, requiring the greatest amount of thought, time

and expertise and is the point at which those less experienced with market

research will obtain assistance from an internal market research expert or

perhaps partner with an external marketing research provider.



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Since the intelligence eventually gained from the research is so closely

related to the selected marketing research design, this is the single mostimportant step in the research process and the step most vulnerable to

common marketing research errors.

4. Marketing Research Data Collection

Marketing research data collection (often called survey fielding) is the

point at which the finalized questionnaire (survey instrument) is used in

gathering information among the chosen sample segments. There are a

variety of data collection methodologies to consider.

Selecting which is the most appropriate marketing research data collection

methodology for a particular research project takes place during Steps 2 & 3

of the marketing research process.

5. Survey Data Analysis

Any survey data analysis will depend on how the survey questionnaire was

constructed. Less complex survey data analysis can be handled with any of a

number of office suite tools, while more complex questionnaire data analysis

requires dedicated market research analysis programs.

6. Market Research Reports

Market research reports and presentations are easily the second most

important step, if not the first. Any critical information and knowledge that

comes from your market research investment will be limited by how your

market research reportsare presented to decision makers.



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1. Research Design:

Research Design is the plan, structure and strategy of investigation

conceived so as to obtain answers to research questions and to control

variance.

A research design is the specification of methods and procedures for

acquiring the information needed. It is the overall operational pattern of

the project that stipulates what information is to be collected from which

sources by what procedures.

A. Type of study: Different types of research designs have emerged on

account of the different perspectives from which a research study can be

viewed. However, a frequently used classification system is to group

research designs under three categories

i. Exploratory Research: A exploratory study is generally based on

the secondary data that are readily available. It does not have a formal andrigid design as the researcher may have to change his focus or direction,

depending on the availability of new ideas and relationship among

variables.

ii. Descriptive Research: Descriptive studies are undertaken in many

circumstances. When the researcher is interested in knowing the

characteristics of certain groups such as age, sex, educational level,occupation or income, a descriptive study may be necessary.

The objective of such a study is to answerwho, what, when, where and

how of the subject under investigation. Descriptive studies are well-

structured. Descriptive studies can be divided into two broad categories

cross-sectional and longitudinal.



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iii. Casual Research : The method of agreement states that when two

or more cases of a given phenomenon have one and only one conditionmay be regarded as the cause (or effect) of the phenomenon.

In this project, Descriptive Research Design has been used.

B. Nature of study.

The nature of the Research was totally quantitative. Quantitative in thesense that all the facts and figures collected in the research are totally

based on the percentage of the sample size.

C. Types of Questionnaire.

The questionnaire which was formed was a well structured questionnaire.

D. Type of questions.

a) Open-ended questions: An open-ended or simply open or free

answer question gives the respondent complete freedom to decide the

form, length and detail of the answer. Open questions are preferred when

the researcher is interested in knowing what is uppermost in the mind of

the respondent.

b) Dichotomous questions: It may be pointed out that dichotomous

questions are most convenient or least bothersome to respondents, who

have simply to indicate their choice from the two possible answers. As

such, these questions require the minimum possible time of the

respondents. Also, answers to such questions are easy to edit, tabulate and

interpret.

YES_______________ NO_______________



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c) Multiple-choice questions: In the case of multiple-choice questions,the respondent is offered two or more choices. The marketing researcher

exhausts all the possible choices and the respondent has to indicate which

one is applicable in his case.

E. Type of Analysis.

It was clear that the information collected for the research was completely

quantitative. So the analysis of the data was statistically done.

2. Sources of Information.

a) Secondary Source: Secondary marketing research, or desk research,

already exist in one form or another. It is relatively cheap, and can be

conducted quite quickly .However, it tends to have been collected for

reasons other than for the problem or objective at hand. So it may beuntargeted, and difficult to use to make comparisons (e.g. financial data

gather on Australian pensions will be different to data on Italian

pensions). There are a number of such sources available to the marketer,

and the following list is by no means conclusive:

i. Trade associations

ii. National and local press Industry magazinesiii. National/international governments

iv. Websites

v. Informal contacts

vi. Trade directories

vii. Published company accounts

viii. Business libraries

ix. Professional institutes and organizations



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x. Omnibus surveys

xi. Previously gathered marketing researchxii. Census data

xiii. Public records

I have obtained secondary data from the internet.

b) Primary Source: Primary marketing research is collected for the first

time. It is original and collected for a specific purpose, or to solve aspecific problem. It is expensive, and time consuming, but is more

focused than secondary research. There are many ways to conduct

primary research. We consider some of them:

i. Interviews

ii. Mystery shopping

iii. Focus groups

iv. Projective techniques

v. Product tests

vi. Diaries

vii. Omnibus Studies

The primary data for the study was collected by personal interviews

of the respondents.

3. Plan for Primary Data Collection.

i. Research technique. I have collected primary data through

descriptive type and performed survey which was purely a sample survey,

then through direct communication with the respondent through the

personal interview have obtained the primary data.



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ii. Contact Method. The sample size and the sample elements

were clear to me. So the contact method selected was direct contact to therespondent by reaching to their place and taking interview. It means the

contact method was direct approach to the respondent.

iii. Research Instrument. The research instrument used was the

questionnaire provided by IMRB International. The Questionnaire used

had open as well as closed ended questionnaire.

4. Sample Design.

a) Population - Male population of Pune City.

b) Sample element - Well structured questionnaire

c) Sample size - The overall sample size for the study was

200

including the different kinds of respondent.

d) Sample extent - The survey was conducted in Pune city

only.

The area covered under the survey was

Koregaon Park, Hadapsar, Kondhwa,

Kothrud, Karvenagar, Nana Peth, SadashivPeth, and Swargate.

e) Sample duration - The sample duration for survey and

interviews

was only 40 days, remaining days were spent

in the data analysis and interpretation.

f) Sampling procedure - The sampling procedure was selective

random



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sampling.



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Respondents who have bought

any Automatic Scooter in their household in the last 3 months.

YES No

129 96


129

96

0

20

40

60

80

100

120

140

Series1 129 96

YES NO

41


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INTERPRETATION:

According to the survey, out of 230 respondents surveyed, 111

respondents indented to purchase an Automatic Scooter in their

household in the survey 3 months period, thereby implying that

there is still huge potential for automatic scooters.

Brands of automatic scooters currently owned by respondents.


YES No

111 119

ACTIVA ACCESS

50 5050 50

0

5

10

15

20

25

30

35

40

45

50

Series1 50 50

ACTIVA ACCESS

43


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INTERPRETATION:

This implies that both vehicles are more or less popular withhouseholds in Pune.



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Mileage expectation of the respondent from HONDA ACTIVA

and SUZUKI ACCESS

INTERPRETATION:

This implies that most of the respondents are expecting mileage

above 50 from their bike.

Mileage which the respondent got from HONDA ACTIVA and

SUZUKI ACCESS


30-40 24

40-50 30

50 & above 46

24

30

46

0

5

10

15

20

25

30

35

40

45

50

in

percentage

30-40 40-50 50 & above

45


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INTERPRETATION:

This implies that the mileage of Suzuki Access is more than Honda

Activa.


ACTIVA ACCESS30-40 10 8

40-50 32 26

50 & above 8 16

2016

64

52

16

32

0

10

20

30

40

50

60

70

in

percentage

ACTIVA 20 64 16

ACCESS 16 52 32

30-40 40-50 50 & above

46


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Satisfaction level of respondent :

ACTIVA ACCESS

Dissatisfied 26 11Satisfied 16 23

Delighted 08 16

INTERPRETATION:

This implies that Suzuki Access gives better mileage as compared

to Honda Activa.


52

22

32

46

16

32

0

10

20

30

40

50

60

in

percentage

ACTIVA 52 32 16

ACCESS 22 46 32

Dissatisfied Satisfied Delighted

47


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How would you rate the looks of Honda Activa and Suzuki

Access.

INTERPRETATION:

This implies that Suzuki Access is more stylish and has a better

appeal as compared to Honda Activa.


ACTIVA ACCESS

Poor 16 12

Good 24 27

Very good 10 11

32

24

48

54

20 22

0

10

20

30

40

50

60

in

percentage

ACTIVA 32 48 20

ACCESS 24 54 22

Poor Good Very good

48


49/85

Looks which the respondents got from HONDA ACTIVA and

SUZUKI ACCESS

ACTIVA ACCESS

Dissatisfied 16 10

Satisfied 18 22

Delighted 16 18

INTERPRETATION:

This implies that according to the respondents, Suzuki Access is

more stylish and colorful than Honda Activa.


32

20

36

44

32

36

0

5

10

15

20

25

30

35

40

45

in

percentage

ACTIVA 32 36 32

ACCESS 20 44 36


49


50/85

Handling and control expectation of respondent from their

bike .

Minimum 14

Moderate 50

Maximum 36

INTERPRETATION:

This implies, respondents are expecting moderate Handling and

control from their bike.

Handling and control of HONDA ACTIVA and SUZUKI

ACCESS


14

50

36

0

10

20

30

40

50

in

percentag

Series1 14 50 36

M inimum M oderate Maximum

50


51/85

ACTIVA ACCESSMinimum 21 18Moderate 12 17

Maximum 17 15

INTERPRETATION:

This implies that its easy to handle and control Suzuki Access than

Honda Activa.


42

36

24

34 34

30

0

5

10

15

20

25

30

35

40

45

in

percentage

ACTIVA 42 24 34

ACCESS 36 34 30

Minimum Moderate Maximum

51


52/85

Satisfaction level of respondent

ACTIVA ACCESS

Dissatisfied (poor) 16 11

Satisfied (good) 22 23

Delighted (very good) 12 16

INTERPRETATION:

This implies that the respondents of Suzuki Access are more

satisfied with the handling and control of their bike than HondaActiva.


32

22

4446

24

32

0

5

10

15

20

25

30

35

40

45

50

in

percentage

ACTIVA 32 44 24

ACCESS 22 46 32

Dissatisfied

(poor)

Satisfied

(good)

Delighted

(very good)

52


53/85

Comfort expectation of respondent from their bike

Minimum 24

Moderate 30

Maximum 46

INTERPRETATION:

This implies that the respondents expect maximum comfort from

their bike.


24

30

46

0

5

10

15

20

25

30

35

40

45

50

in

percentage

Series1 24 30 46


53


54/85

Comfort which the respondent got from HONDA ACTIVA and

SUZUKI ACCESS

ACTIVA ACCESS

Minimum 06 05

Moderate 25 25

Maximum 19 20

INTERPRETATION:

This implies that Suzuki Access is more comfortable than Honda

Activa.

Satisfaction level of respondents.


1210

50 50

3840

0

5

10

15

20

25

30

35

40

45

50

in

percentage

ACTIVA 12 50 38

ACCESS 10 50 40


54


55/85

24

18

5456

2226

0

10

20

30

40

50

60

in

percentage

ACTIVA 24 54 22

ACCESS 18 56 26

Dissatisfied

(poor)

Satisfied

(good)

Delighted

(very good)

ACTIVA ACCESS


Satisfied (good) 27 28Delighted (very good) 11 13

INTERPRETATION:

This implies that the satisfaction level of comfort is same of both

the bikes.



56/85

Pickup expectation of respondents from their bike.

INTERPRETATION:

This implies that the respondents are expecting that the pickup oftheir bike should be powerful.

Pickup of HONDA ACTIVA and SUZUKI ACCESS


Poor 14

Good 30

Very good 56

14

30

56

0

10

20

30

40

50

60

in

percentage

Series1 14 30 56

Poor Good Very good

56


57/85

ACTIVA ACCESSPoor 09 07

Good 25 25

Very good 16 18

INTERPRETATION:

This implies that Suzuki Access is more powerful than Honda

Activa with respect to pickup.

Satisfaction level of respondents


1814

50 50

3236

0

10

20

30

40

50

in

percentage

ACTIVA 18 50 32

ACCESS 14 50 36

Poor Good Very good

57


58/85

ACTIVA ACCESS


Satisfied (good) 27 28

Delighted (very good) 11 13

INTERPRETATION:

This implies that the respondents of Suzuki Access are more

satisfied with the pickup of their bike than Honda Activa.


24

18

5456

22

26

0

10

20

30

40

50

60

inpercentage

ACTIVA 24 54 22

ACCESS 18 56 26

Dissatisfied

(poor)

Satisfied

(good)

Delighted

(very good)

58


59/85

Storage space provided by Honda activa and Suzuki Access.

ACTIVA ACCESS

Minimum 06 05

Moderate 24 25

Maximum 20 20

INTERPRETATION:This implies that both the bikes are having similar storage space.

Satisfaction level of respondents.


1210

4850

40 40

0

5

10

15

20

25

30

35

40

45

50

in

percentage

ACTIVA 12 48 40

ACCESS 10 50 40


59


60/85

ACTIVA ACCESSDissatisfied 05 05

Satisfied 27 25

Delighted 18 20

INTERPRETATION:

This implies that the respondents of both the bike are satisfied with

the storage space of their bikes.

Respondents who liked either Honda Activa or Suzuki Access.


10 10

5450

36

40

0

10

20

30

40

50

60

inpercentage

ACTIVA 10 54 36

ACCESS 10 50 40


60


61/85

ACTIVA ACCESSRespondents liking 50 50

INTERPRETATION:

This implies that 50% respondents liked Honda Activa and 50%

respondents liked Suzuki Access.

Reasons why the respondents liked Honda Activa and Suzuki

Access.


50 50

0

5

10

15

20

25

30

35

40

45

50

Series1 50 50ACTIVA ACCESS

61


62/85

Activa Access

Mileage 8 7

Looks 10 12

Handling and control 12 9

Comfort 8 8

Pickup 6 7

Storage space 6 7

INTERPRETATION:

This implies that the respondents like Honda Activa since it gives

better mileage than Suzuki Access. This also implies that the

respondents like Suzuki Access since it is more stylish and colorful.


16

14

20

24 24

18

1616

12

14

12

14

0

5

10

15

20

25

in

percentage

Activa 16 20 24 16 12 12

Access14 24 18 16 14 14

Mileage Looks

Handling

and

control

Comfort PickupStorage

space

62


63/85



64/85

According to the data analysis, it was found that :

1) Most of the respondents are getting more mileage from

Suzuki Access than Honda Activa.

2) The looks of Suzuki Access were found to be more stylish,

and colorful.

3) The handling and control of Suzuki Access was found to be

smoother than Honda Activa.

4) Suzuki Access was found to be more comfortable than

Honda Activa.

5) Since Suzuki Access is 125cc bike, the pickup of Suzuki

Access was found to be more than that of Honda Activa.

6) The Storage space of Suzuki Access under the seat was

found to be more than that of Honda Activa.

7) The waiting period of Honda Activa is more than Suzuki

Accesss.



65/85



66/85

The basic objective of the study was to know the market potential of

Honda Activa. The other objective of the study was to find the reasons

due to which the sales growth of Honda Activa has gone down the

ladder. Comparative analysis of the features of Honda Activa and

Suzuki Access was also one of the objectives of the study.

According to the results, it was found that by comparing Honda Activa

and Suzuki Access, Suzuki Access has an added advantage over Honda

Activa in some areas like mileage, comfort, handling and control and

pickup.

As per the BCG Matrix the client i.e. Honda is the star i.e. the market

growth rate of scooters is high as well as Honda Activa had a high

relative market share. Taking into consideration these points the client

i.e. Honda should do following things to compete with its competitors:





There should be proper supply of the product whenever the demand

arises. Measures should be taken to ensure smooth and compassionate







67/85

instance, customer who has completed one year with Honda Activa gets a

free service or some discount voucher, etc.



68/85

STAR:Increase Manufacturing CapacityAggressive Promotional Activities.Innovations in the Product.

???

CASH COW DOGS

HIGH

Low

LOw

High

As per the BCG Matrix the client i.e. Honda is the star i.e. the market



69/85

growth rate of scooters is high as well as Honda Activa had a high

relative market share. Taking into consideration these points the client

i.e. Honda should do following things to compete with its competitors:





There should be proper supply of the product whenever the demandarises.

Measures should be taken to ensure smooth and compassionate





instance, customer who has completed one year with Honda Activa gets

a free service or some discount voucher, etc.

The after sales service for the scooter should be such that the mileage,

looks, comfort, handling, control and pickup should be maintained, this

will help Honda get a sustainable competitive advantage with regards

to after sales service.



70/85



71/85



72/85

QUESTIONNAIRE

Centre

PUNE 1

DATE OF INTERVIEW

D D M M Y Y Y Y

2 0 0 8

Name of the

respondent

Address

Landmark

Pin code

Telephone No.

------------------------------------------------------------------------------------------------------

CONTACT ANY ADULT MALE

Good / Namaste. I am from the Indian Market Research Bureau International, a

leading market research organization. We conduct studies among various households

on various products. Currently we are doing a study on 2 wheelers in your locality.

Could you spare some time to answer a few questions?

QUOTA GRIDRESPONDENT

PROFILE

ATSc CURRENT

OWNERS

CURRENT OWNERS 1 Current owners of Activa 1

INTENDERS 2 Current owners of Access 2

Q.1 SHOW CARD A Do you or any member of your household, any relatives or

friends is currently working or has ever worked for any of these organizations?

MULTICODING POSSIBLEAdvertising Agency 1

TERMINATEMarket Research Agency 2Manufacturer of Cars / Scooters / Motorcycles / Mopeds / Automatic Scooters 3

Firms Engaged in Distribution or Marketing of any Vehicles 4

Public Relations Agency/ Mass Communication / Media 5

Bank 6CONTINUE

Government Service 7

None of the Above 8

235 - 243

Q.2 For how many years have you been residing in this city? SINGLE CODING

ONLY

One Year or less 1

TERMINATEFor the last one

year

2



73/85

More than a year 3 CONTINUE

Q.3 Have you participated in any market research interview or group discussion in

the last 1 year? SINGLE CODING ONLY

Yes 1 TERMINATE

No 2 CONTINUE

Q.4 Can you please tell me, whether you have recently bought any Automatic

Scooter in your household? By recently I mean in the last 3 months (March,

April or May). SINGLE CODING ONLY

Yes 1

No 2

Q.5 Can you please tell me, whether you are intending to purchase a new (not

second hand) Automatic Scooter in your household in the Next 3 Months?

SINGLE CODING ONLY

Yes 1

No 2

FIELD INSTRUCTIONS

CRITERIA

CLASSIFY

RESPONDENT

AS

ACTION TO BE

TAKEN

If the respondent is currently owning a ATSc

(coded 1-yes in Q4)

AND

Respondent wants to purchase a ATSc in the

next 3 months (coded 1-yes in Q5)

DEPENDING

UPON THE

QUOTA

REQUIREMENTS

CLASIFY AS

OWNEROR

INTENDER

ASK SECTION 1

THEN

SECTION 2

If the respondent is currently owning a ATSc

(coded 1-yes in Q4)

ANDRespondent does not want to purchase a

ATSc in the next 3 months (coded 2-no in

Q5)

CURRENT

OWNER

ASK SECTION 1

THEN SKIP TOCLASSIFICATION

SECTION

If the respondent is currently not owning a

ATSc (coded 2 in Q4)

AND

Respondent wants to purchase a ATSc in the

next 3 months (coded 1 in Q5)

INTENDER

GO TO

SECTION 2 AND

THEN TO

CLASSIFICATION

If the respondent is currently not owning a

ATSc (coded 2 in Q4)

ANDRespondent does not want to purchase a

ATSc in the next 3 months (coded 2-no in

TERMINATE



74/85

Q5)



75/85

SECTION 1 USERSQ.6 Please tell me which all brands of Automatic Scooter do you currently own in your

household? SINGLE CODING POSSIBLE

Maker name Model name

Currently

owned

Honda / HMSI Activa 16

Suzuki Access 17

Others(Pls

Specify)_____________

CONTINUE ONLY IF ANY ONE OF ACTIVA (16)) OR ACCESS (17) IS CODED INQ6 (Most Driven)

CRITERIA CURRENT OWNER type

If Activa 16 coded in Q6 (Most Driven) Owner of

Activa

1

If Access 18 coded in Q6 (Most Driven )Owner of

Access

2

ASK ONLY TO MOST DRIVEN OWNERS OF ACTIVA (16 IN Q6) & ACCESS (18 INQ6)

Q.7 When did you purchase ______________(READ BRAND OWNED AS CODED

MOST DRIVEN IN Q6) in your household? SINGLE CODING FOR EACH

BRAND

ACTIVA ACCESS

Before 1st March 2008 1 1 TERMINATE

On or After 1st March 2008 2 2 CONTINUE

CONTINUE ONLY IF 2 On or after 1st March 2008 IS CODED IN Q7 FOR BOTH

ACTIVA AND ACCESS

MILEAGE

Q.8a HOW MUCH MILEAGE DO YOU EXPECT FROM YOUR BIKE?

30-40 1

40-50 2

50 & above 3



76/85


77/85

Maximum 3

Q.10b CAN YOU TELL ME HOW THE HANDLING AND CONTROL OF YOUR

BIKE IS?

Minimum 1

Moderate 2

Maximum 3

Q.10c ARE YOU SATISFIED WITH THE HANDLING AND CONTROL OF YOUR

BIKE?

Dissatisfied (poor) 1

Satisfied (good) 2

Delighted (very good) 3

COMFORT

Q.11a CAN YOU TELL ME WHAT KIND OF COMFORT DO YOU EXPECT FROMYOUR BIKE?

Minimum 1

Moderate 2

Maximum 3

Q.11b CAN YOU TELL ME HOW THE COMFORT OF YOUR BIKE IS?

Minimum 1

Moderate 2

Maximum 3

Q.11c ARE YOU SATISFIED WITH THE COMFORT OF YOUR BIKE?


Satisfied (good) 2




78/85



79/85

PICK UP

Q.12a CAN YOU TELL ME WHAT KIND OF PICK UP DO YOU EXPECT FROM

YOUR BIKE?

Poor 1

Good 2

Very good 3

Q.12b CAN YOU TELL ME HOW THE PICK UP OF YOUR BIKE IS?

Poor 1Good 2

Very good 3

Q.12c ARE YOU SATISFIED WITH THE PICK UP OF YOUR BIKE?


Satisfied (good) 2


STORAGE SPACE

Q.13a HOW WILL YOU RATE THE STORAGE SPACE OF YOUR BIKE?

Minimum 1

Moderate 2Maximum 3

Q.13b ARE YOU SATISFIED WITH THE STORAGE SPACE OF YOUR BIKE?

Dissatisfied 1

Satisfied 2

Delighted 3



80/85

SECTION 2 INTENDERSQ14. Which brand of Automatic Scooter you are planning to purchase in the Next 3Months? MULTIPLE CODING POSSIBLE

Maker name Model name Q14

Intending to purchase in

next 3 months

Honda / HMSI Activa 16

Suzuki Access 17

Others(Pls

Specify)_____________

CONTINUE ONLY IF ANY ONE OF ACTIVA (16) OR ACCESS (17) IS CODED IN

Q14

Q.15 Please tell me your age? RECORD AGE IN THE SPACE GIVEN BELOW WITH

LEADING ZEROES AND POST CODE IN THE GRID

IN YEARS WITH

LEADING

ZEROES

GRIDLess than 30 years 1

30 to 39 years 2

40 years & above 3

Type of respondents AGE

CRITERIA

Action to be

taken

In case of Intenders (Q14)

of

Activa & Access

Coding either

16 or 17 or 18

in Q14

If 2 30 to 39

years

is coded in Q15

THEN

CONTINUE,

ELSE

TERMINATE

In case of most driven of

Activa and Access

Coded 16

Activa or 18

Access in Q6

If 2 30 to 39

years

is coded in Q15

THEN

CONTINUE,

ELSE

TERMINATE



81/85

Q.16 Please tell me your monthly household income? RECORD INCOME IN THE

SPACE GIVEN BELOW WITH LEADING ZEROES AND POST CODE INTHE GRID BELOW

Rs.

RECORD WITH LEADING ZEROES

POST CODE IN THE GRID

Below Rs. 13000 1

Rs. 13001 Rs. 15000 2

Rs. 15001 Rs. 30000 3

Rs. 30001 - Rs. 50000 4

Rs. 50001 and above 5

Type of respondents MHI

CRITERIA

Action to be

taken

In case of Intenders (Q14)

of either

Activa or Access

Coding either

16 or 17 or 18

In Q14

If 1 Below Rs.

13000

is coded in Q16

THEN TERMINATE,

ELSE CONTINUE

In case of most driven ofActiva and Access

Coded 16

Activa or 18 Access in Q6

If 1 Below Rs.

13000is coded in Q16

THEN TERMINATE,

ELSE CONTINUE

Q.17 WHICH BIKE WOULD YOU LIKE THE MOST?

Activa 1

Access 2

Q.18 WHY WOULD YOU SAY SO?

Mileage 1

Looks 2

Handling and control 3

Comfort 4

Pickup 5

Storage space 6



82/85


83/85

STRENGTHS:

1. Honda Activa is the market leader.

2. Have proper service station.

3. Price of the product is less.

4. Brand name in the market.

WEAKNESSES:

1. No innovations in the product since seven years.

2. The waiting period for the product is high.

3. The behaviour of the dealers with the customers is not proper.

OPPORTUNITY:

1. Tremendous growth in the gearless automatic scooters.

2. Honda can target new markets.

THREATS:

1. Competitors are coming up with more added features in their scooters.

2. Middle class people are switching over to non-petrol vehicles.



84/85



85/85

BIBLIOGRAPHY

Marketing Management by Phillip Kotler

Strategic Management by David A. Aaker

Marketing Research by G. C. Beri

WEBLIOGRAPHY

www.mouthshut.com

www.google.com

www.honda2wheelersindia.com

www.autosmaxabout.com

www.polarismr.com
http://www.mouthshut.com/http://www.google.com/http://www.honda2wheelersindia.com/http://www.autosmaxabout.com/http://www.polarismr.com/http://www.mouthshut.com/http://www.google.com/http://www.honda2wheelersindia.com/http://www.autosmaxabout.com/http://www.polarismr.com/

Documents

Qadir Final[1]