A PROJECT REPORT ONBRAND IMAGE OF YAMAHA AND ITS COMPETITORS

IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION (MBA)

SUBMITTED TO: Submitted By:Miss. Padma Sharma Anshuman Madaan

MBA-III Sem..

ARYA INSTITUTE OF ENGG.& TECHNOLOGY, JAIPUR

SESSION 2011-2013

ACKNOWLEDGEMENT

Sincere gratitude is due to industry guide Mr. GURMEET SINGH, Asst. Manager (Product

Planning and Brand Management), ROYAL MOTORS, Narwal, Jammu for mentoring. It is

the result of his esteemed guidance that this project culminated.

Special thanks are due to Miss.padma Sharma esteemed faculty guide for all the efforts he

took to mentor me regarding the project gratitude is also due to all the team of Product

Planning and Brand Development, ROYAL MOTORS Pvt. Ltd., Surajpur, for their guidance.

ANSHUMAN MADAAN

DECLARATION

I, Anshuman madaan student of “Arya institute of engineering and technology,jaipur”

hereby declare that the project entitled “Brand Image Of Motor Cycles, With Emphasis on

Products From India Yamaha Motor Pvt. India Ltd.” at Yamaha Motor India Ltd., is the

original work done by me and the information provided in the study is authentic to the best

of my knowledge. This study report has not been submitted to any other institution or

university for the award or anyother degree.

This report is based on my personal opinion hence cannot be referred to legal

purpose.

(Anshuman Madaan)

EXECUTIVE SUMMARY

PROJECT TITTLE-“Brand Image of Yamaha & it,s competitors”

we have successfully completed our 45 days internship at "yamaha pvt.ltd."narwal,jammu

for the assigned projet tittle"BRAND IMAGE OF YAMAHA & IT,S

COMPETITORS"

Mr.GURMEET SINGH,HR manager(Product planning & Brand management) was our

guider who guided us how to carry on with the project.

Purpose of the study-

The main objective of the research was"TO STUDY THE INTREST OF

CUSTOMERS TO YAMAHA PRODUCT" in our project we had been assigned the

task to find out the intrest of customer which buy the yamaha product and how much intrest

they have in product.

This report includes an overview of the project undergone during the summer traning.

for our project we took sample size of 345 respondents.after that,we analyzed the

questionnarie filled by the respondent.

TABLE OF CONTENT

Subject

1. Introduction to the Industry

2. Introduction to the Organization

3. Research Methodology

3.1. Title of the Study

3.2. Duration of the Project

3.3. Objective of Study

3.4. Type of Research

3.5. Sample Size and method of selecting sample

3.6. Scope of Study

3.7. Limitation of Study

4. Facts and Findings

5. Analysis and Interpretation

6. SWOT

7. Conclusion

8. Recommendation and Suggestions

9. Appendix

10. Bibliography

INTRDOCTION

Yamaha's history goes back over a hundred years to 1887 when Torakusu Yamaha founded the

company, which began producing reed organs. The Yamaha Corporation in Japan (then Nippon

Gakki Co., Ltd.) has grown to become the world's largest manufacturer of a full line of musical

instruments, and a leading producer of audio/visual products, semiconductors and other computer

related products, sporting goods, home appliances and furniture, specialty metals, machine tools, and

industrial robots.

The Yamaha Motor Corporation, Ltd., begun on July 1, 1955, is a major part of the entire Yamaha

group, but is a separately managed business entity from the Yamaha Corporation. The Yamaha

Motor Corporation is the second largest manufacturer of motorcycles in the world. Yamaha Motor

Corporation owns its wholly-owned subsidiary in the U.S. called Yamaha Motor Corporation, USA,

that is handling not only motorcycles, but also snow mobiles, golf carts, outboard engines, and water

vehicles, under the brand name of Yamaha as well.

In 1954 production of the first motorcycles began, a simple 125cc single-cylinder two-stroke. It was

a copy of the German DKW design, which the British BSA Company had also copied in the post-war

era and manufactured as the Bantam.

The first Yamaha, the YAI, known to Japanese enthusiasts as Akatombo, the "Red Dragonfly",

established a reputation as a well-built and reliable machine. Racing successes helped boost its

popularity and a second machine, the 175cc YCI was soon in production.

The first Yamaha-designed motorcycle was the twin-cylinder YDI produced in 1957. The racing

version, producing 20bhp, won the Mount Asama race that year. Production was still modest at

15,811 motorcycle, far less than Honda or Suzuki.

The company grew rapidly over the next three years and in 1959 introduced the first sports model to

be offered by a Japanese factory, the twin-cylinder YDSI with five-speed gearbox. Owners who

wanted to compete in road racing or motocross could buy kits to convert the machine for both road

and motocross racing.

By 1960 production had increased 600% to 138,000 motorcycles. In Japan a period of recession

followed during which Yamaha, and the other major Japanese manufacturers, increased their exports

so that they would not be so dependent on the home market.

To help boost export sales, Yamaha sent a team to the European Grand Prix in 1961, but it was not

until the 1963 season that results were achieved.

After the Korean War the American economy was booming and Japanese exports were increasing. In

1962 Yamaha exported 12,000 motorcycles. The next year it was 36,000 and in 1964 production rose

to 87,000.

In 1963 Yamaha had produced a small batch of 250CC road racing motorcycles for sale, the air-

cooled, twin-cylinder TDI. Ever since then Yamaha has built and sold motorcycles that could be

raced successfully "straight out of the crate", and as a consequence Yamaha machines have won

more road races than any other make, exposing Yamaha to a good deal of publicity.

By 1965 production was 244,000 units, split about 50/50 between home and export sales. One of the

biggest drawbacks to the sales of two-strokes was that the rider had to mix oil with their gas. Yamaha

technicians accomplished a major technical feat by the development and introduction of a new

Autolube system.

Basically an oil tank that fed lubricant to a pump that metered oil to the big ends, main bearings and

cylinder barrels. It proved very reliable and did away with mixing oil and gas at every fill up.

The first overseas factory was opened in Siam in 1966 to supply Southeast Asia. In 1967 Yamaha

production surpassed that of Suzuki by 4,000 at 406,000 units. Yamaha established a lead with the

introduction of the first true trail bike "the 250cc single-cylinder DTI". The company also developed

a two-liter, six-cylinder, double overhead-camshaft sports car unit for Toyota Motor. Which proved

helpful when Yamaha produced their own high-performance four-stroke motorcycles.

In 1969 Yamaha build a full size road racing circuit near their main factory at Iwata.

By 1970 the number of models had expanded to 20 ranging from 50cc to 350cc, with production up

to 574,000 machines, 60% of which were for export. That year Yamaha broke their two-stroke

tradition by launching their first four-stroke motorcycle, the 650cc XSI vertical twin modeled on the

famous Triumph twins.

 Yamaha realized the long-term potential of the two-stroke engine and continued to develop two-

stroke bikes, concentrating on engines 400cc and under.

  In 1973 production topped one million (1,000,000) motorcycles per year for the first time, leaving

Suzuki way behind at 642,000 and catching up on Honda's 1,836,000. During the 1970's Yamaha

technicians concentrated on development of four-stroke models that were designed to pass the ever-

increasing exhaust emission laws and to be more economical than the two-strokes that had made

Yamaha's fortune.

  Over the years Yamaha produced some less successful motorcycles:

The TX750 twin of 1972.

The TX500 double overhead-camshaft, four-valve per cylinder, twin of 1973.

The XS750 shaft-drive, double overhead-camshaft, three cylinder of 1976.

And the XS Eleven, four-cylinder of 1977, was at the time the biggest bike produced by a

Japanese manufacturer.

Other four-strokes were more successful, notably.

The XT500 single-cylinder trail bike of 1976.

And the XS350 single overhead-camshaft, twin.

 In the 70's the RD twin cylinder sports models were a big success as well as the RD250LC and

RD350LC water-cooled versions that replaced them in the eighties which were based on the famous

TZ race bikes.

 Production in 1980 was 2,214,000, with export sales of 1,383,000. In the 1980's the company

introduced the compact XJ four cylinder models, ranging from 550cc to 1100cc. Not wanting to miss

anything the company also introduced the 750cc and 1000cc air-cooled V-twin models followed by

the XZ550 water-cooled, mid-weight sports bike.

INTRODUCTION ABOUT STUDY

Some of the major players that dominate the global Motorcycle market are Honda, Yamaha. Suzuki,

Kawasaki, and Kinetic. Whereas the Indian market shows dominance of players like Hero Honda,

Honda, Bajaj Auto Ltd, TVS motors and Yamaha.India Yamaha Motor (IYM) is a 100% subsidiary

of Yamaha Motor Corporation of Japan. Its manufacturing unit is in Surajpur while Faridabad Plant

mainly caters to spare parts and paint shop. These two plants support the production of motorcycles

for domestic as well as overseas market. Presently 8 models roll out of these two plants. The

infrastructure at both the plants supports production of motorcycles and it's parts for the domestic as

well as overseas market. At the core are the 5-S and TPM activities that fuel lean Manufacturing

Processes. The plants have In-house facility for Machining, Welding processes as well as finishing

processes of Electroplating and Painting till the assembly line. The stringent Quality Assurance

norms ensure that their motorcycles meet the reputed International standards of excellence in every

sphere.

The purpose of the project was to study the positioning of brand image in the minds of the customers

and also to study the colour preferences of the motorcycle customers. Consumers should have

favourable awareness of brand. Brand awareness and the ensuing positioning in the minds of

consumers differentiates successful organisation from failed organisation To succeed, in today’s

rapidly evolving market place organizations should strive continuously to increase awareness of their

brands for the good.

SOCIETY OF INDIAN AUTOMOBILE MANUFACTURERS

Society of Indian Automobile Manufacturers ( ISO 9001-2008 Certified Organisation) is apex body

representing 44 leading vehicle and vehicle engine manufacturers. It is the face of the Indian

automobile industry.With its regular and continuous interaction with international bodies and

organizations SIAM facilitates up gradation of technical capabilities of the Indian Industry to match

the best practice worldwide.

Indian Automobile Industry is showing accelerating pace of growth rate across all segments.

According to Society of Indian Automobile Manufacturers, total sales for all

categories stood at 12,08,851 units as against 9,29,917 units for the corresponding

period a year-ago, a growth of 30%

which the Met department has predicted to be good this year, becomes weak. Rising inflation

However, SIAM director general cautioned that sales may be affected if the monsoon, is another

concern.

"If the government takes steps to control the money supply, then at some point of time interest rates

will be under pressure. We have to track it very carefully," Mr Mathur, Director General SIAM, said.

Sales of two-wheelers in May also jumped by 28.66% over that of May 2009. Motorcycle sales in

India during May went up by 25.80% to 7,25,311 units from 5,76,537 units in the year-ago period.

The country's largest motorcycle maker Hero Honda registered a growth of 11.74% in its sales at

4,01,320 units in May 2010.Sales in rival Bajaj Auto also shot up by 68.73% to 1,91,726 units, while

Chennai-based TVS Motor Company posted a 21.21% growth at 52,319 units in May. Honda

Motorcycle & Scooter India (HMSI) saw its bike sales jump by 52.24% to 55,110 units.

In the scooter segment, the total sales in May jumped by 45.45% to 1,57,509 units as against

1,08,291 units sold in the corresponding month last year, SIAM said.HMSI's scooter sales were up

by 28.03% at 76,980 units, while TVS Motor's scooter sales grew by 40.19% in May to 30,567 units.

Hero Honda's scooter sales jumped 23,738 units, an increase by 61.21% from last year.

Automobile Domestic Sales Trends

(Number of Vehicles sold)

Category 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10

Passenger

Vehicles 902,096

1,061,5

72

1,143,0

76

1,379,97

9

1,549,8

82

1,552,7

03

1,949,77

6

Commerc

ial

Vehicles 260,114 318,430 351,041 467,765 490,494 384,194 531,395

Three

Wheelers 284,078 307,862 359,920 403,910 364,781 349,727 440,368

Two

Wheelers

5,364,2

49

6,209,7

65

7,052,3

91

7,872,33

4

7,249,2

78

7,437,6

19

9,371,23

1

Grand

Total

6,810,5

37

7,897,6

29

8,906,4

28

10,123,9

88

9,654,4

35

9,724,2

43

12,292,7

70

Domestic Market Share for 2009-10

OTHER MAJOR MOTORCYCLE COMPANIES IN THE INDIAN

MARKET

The country's largest two-wheeler maker, Hero Honda, has reported 17.35 per cent rise in sales at

414,638 units in the month of march, the best-ever figure reported by the company for the month of

March. The company had sold 353,342 units during March last year,

Hero Honda Motors Ltd (HHML) said in a statement.

HHML registered cumulative sales of 4,600,130 units during 2009-10, against 3,722,000 units in the

previous fiscal, up 23.59 per cent.

Hero Honda is recognized today as one of the most successful joint ventures in the world.

The Bajaj Group is amongst the top 10 business houses in India. The group's flagship company,

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

country's second largest two- wheeler maker Bajaj Auto has reported 85.12 percent jump in its

motorcycle sales at 244,828 units in March,2010. The company had sold 132,253 units in March last

year. During the entire 2009-10 financial year, the company sold 2,506,749 units in the motorcycle

segment, a jump of 31.39 percent over 1,907,853 units in the year-ago period, it added.BAL

attributed the growth to robust sales of Pulsar and Discover range of bikes.

In March, total two-wheeler sales jumped by 84.57 percent to 244,889 units compared to 132,683

units in the same period a year ago, the statement said.

TVS Motor Company is the third largest two-wheeler manufacturer in India and one among the top

ten in the world, with annual turnover of more than USD 1 billion in 2008-2009, and is the flagship

company of the USD 4 billion TVS Group.

Motorcycle segment registered a growth of 7 % in March 2010 with sales of 64,120 units in March

2010 when compared to 59,796 units in the same month of the year, 2009.

Suzuki Motorcycle India Private Limited is a subsidiary of Suzuki Motor Corporation Suzuki

Motorcycle India reported a jump of 76.13 per cent in its sales in March at 21,752 units, on the back

of good response to its new products. The company had sold 12,350 units during March 2009.

Honda Motorcycles & Scooters India Pvt. Ltd. Factory was established in

January 2001. Motorcycle segment sales jumped 63.25 per cent to 65,888 units

in March, against 40,360 units in the corresponding period a year ago.

The company reported a robust growth of 88.89 per cent in scooter sales at

78,400 units in the said month, compared with 41,505 units in the year

agoperiod

 

 

 

SALES FIGURE OF MOTORCYCLE COMPANIES IN THE

INDIAN MARKET

OBJECTIVE OF STUDY

The prime objective of this project is to ascertain the brand image of the major motorcycle

companies present in the Indian motorcycle industry. Also the reason why people prefer certain

colours in the bikes over other colours available in the same models will be studied.

The pertinent data will be obtained and studied from the responses of the customers of

motorcycle through a detailed questionnaire.

To understand the Brand Image of Yamaha vs. its competitors so as to help the company to

focus on its marketing plan and strengthen its future positioning.

To check the quality of awareness of Yamaha and its competitors among the Indian customers.

To check the present performance of the companies and study the attributes which are liked and

considered by people and also to know about the reputation of company in market.

To study the parameters which people associate with a certain Brand.

INTRODUCTION OF THE INDUSTRY

Industry Profile

The Two Wheeler Market Globally

that satisfy The two-wheeler industry is concentrated in the developing world, especially China and

India, which together account for over half the total worldwide sales of two-wheelers. The Japanese

manufacturers, Honda, Yamaha, Suzuki and Kawasaki, dominate the two-wheeler industry globally.

Currently, all major two wheeler markets, except India, are dominated either by Japanese firms or

their joint ventures.

Hero Honda Motor Cycles Limited, an Indian motorcycle company is the world leader by

sales .Motorcycles are used for many different purposes. Some use it for daily commuting (especially

in developing and under-developed worlds) and for hobby pursuits (in developed world).

HarleyDavidson, Royal Enfield, BMW, Yamaha etc are the companies this hobby pursuit of the

people, the world over.

Two Wheeler Market: The Indian Scenario

The Indian two-wheeler industry can be divided into three broad categories: scooter, motorcycles and

mopeds. Each of these categories can be further segmented on the basis of several variables, like

price, engine power, type of ignition, and engine capacity.

Today, India is the second largest producer and customer of two-wheelers in the world. The Indian

two-wheeler industry has undergone a significant change over the past 10 years with the preference

changing from mopeds to scooters, and more recently, from scooters to motorcycles. With the

reduction in the price differential between scooters and motorcycles, there has been a perceptible

shift towards motorcycles because of their better styling, higher fuel efficiency, and higher load

carrying capacity.Of late, scooters have made a resurgence. Honda Motors and Scooters India

Limited is the market leader in the scooter segment. Also female centric two-wheelers like Pep have

gained major portion of the market.

Rise of a Product: The Motorcycles

Motorcycles are the most expensive of all two-wheelers. They are more powerful than scooters and

mopeds, have the highest load carrying capacity (which is essential for rural areas), are fuel-

efficient, have better road grip, and are also the most expensive. Besides, motorcycles are viewed as

“trendy” in the urban areas as compared with scooters and mopeds.The fortunes of the motorcycle

industry changed after the announcement of the liberal licensingpolicyin1982 where by foreign

collaboration were allowed. In 1982, the Government allowed foreign players to enter the industry

through joint ventures. Within four years, the TVS Group tied up with Suzuki, the Hero Group with

Honda, the Escorts group with Yamaha and Bajaj Auto Limited (Bajaj Auto) with Kawasaki. TVS &

Suzuki introduced Ind-Suzuki in 1984, Hero Honda Motors Limited (HHML) launched CD100 in

1985, and both Escorts and Bajaj Auto launched their models in 1986-1987.

Also, new entrants have entered the market by introducing their products at lower price points, while

the existing players have announced price cuts. This has led to price competition in the domestic

market.

Company Profile

India Yamaha Motor Private Limited

India Yamaha Motor (IYM) is a 100% subsidiary of Yamaha Motor Corporation of Japan. The

company has its manufacturing unit in Faridabad and Surajpur, which supports the production of

motorcycles for domestic as well as overseas market. Presently 10 models roll out of this two plant.

Year of Establishment July 1, 1955 (Yamaha Japan)

Industry Motorcycle manufacturing

International Headquarter 2500 Shingai, Iwata-shi Shizuoka-ken, Japan

Vision

We will establish YAMAHA as the "exclusive & trusted brand" of customers by "creating Kando"

(touching their hearts) - the first time and every time with world class products & services delivered

by people having "passion for customers".

Mission

Be the Exclusive & Trusted Brand renowned for marketing and manufacturing of YAMAHA

products, focusing on serving our customer where we can build long term relationships by raising

their lifestyle through performance excellence, proactive design & innovative technology. Our

innovative solutions will always exceed the changing needs of our customers and provide value

added vehicles.

Build the Winning Team with capabilities for success, thriving in a climate for action and delivering

results. Our employees are the most valuable assets and we intend to develop them to achieve

international level of professionalism with progressive career development. As a good corporate

citizen, we will conduct our business ethically and socially in a responsible manner with concerns for

the environment.Grow through continuously innovating our business processes for creating value and

knowledge across our customers thereby earning the loyalty of our partners & increasing our

stakeholder value.

Core competencies

1. Customer #1 Yamaha put customers first in everything they do. They take decisions keeping the

customer in mind.

2. Challenging Spirit Yamaha strive for excellence in everything they do and in the quality of goods

& services they provide.

3. Team-work -They work cohesively with the colleagues as a multi-cultural team built on trust,

respect, understanding & mutual co-operation.

4. Frank & Fair Organizationm compactness Yamaha Motor is a company that has worked ever since

its founding to build products defined by the concepts of “high-quality and high-performance” and

“light weight and” as they have continued to develop new technologies in the areas of small engine

technology and FRP processing technology as well as control and component technologies.

It can also be said that their corporate history has taken a path where “people” are the fundamental

element and their product creation and other corporate activities have always been aimed at touching

people’s hearts. Their goal has always been to provide products that empower each and every

customer and make their lives more fulfilling by offering greater speed, greater mobility and greater

potential.

As a company that makes the world its field and offers products for the land, the water, the

snowfields and the sky, Yamaha Motor strives to be a company that “offers new excitement and a

more fulfilling life for people all over the world” and to use our ingenuity and passion to realize

peoples’ dreams and always be the ones they look to for “the next Kando.”

Kando is a Japanese word for the simultaneous feeling of deep satisfaction and intense excitement

that people experience when they encounter something of exceptional value.

Manufacturing process

YM Ltd. is IS0-14001 certified. All our endeavors give us reason to believe that sustainab IYM's

manufacturing facilities comprises of 2 state-of-the-art Plants at - Faridabad (Haryana) and Surajpur

(Uttar Pradesh). Currently 10 models roll out of the two Yamaha Plants. The infrastructure at both

the plants supports production of motorcycles and it's parts for the domestic as well as oversees

market. At the core are the 5-S and TPM activities that fuel agile Manufacturing Processes. They

have In-house facility for Machining, Welding processes as well as finishing processes of

Electroplating and Painting till the assembly line. The stringent Quality .Assurance norms ensure that

our motorcycles meet the reputed International standards of excellence in every sphere.As an

Environmentally sensitive organization we have the concept of "Environment-friendly technology"

ingrained in our Corporate Philosophy. The Company boasts of effluent Treatment plant, Rain water

- Harvesting mechanism, a motivated forestation drive. I le development for Yamaha will not remain

merely an idea in pipeline.

Yamaha's Motorcycle operations in India

Research Methodology:

Research Design

The data obtained from the survey was sorted out in a proper sequence for analysis purpose.

Incomplete questionnaires were discarded. Analysis was done thereupon using. Microsoft Office

Excel 2007 platform. Extensive use of bar-graphs, pie-charts was employed. Where there were more

than more than one preference for a given question, proper weightage was given to the different

preferences according to the order of preference.

Microsoft Office Excel 2007 is a general analysis platform from Microsoft Corporation. U.S.A.

Microsoft Office Excel has gained across industry acceptance for the simplicity and completeness for

analysis purposes.The results obtained from the analysis using Excel platform are usually not directly

applicable but nevertheless present the bare facts and data can thus be deciphered

.

Sample Design

Basis of Sampling Plan and Sample Size

Sampling is the component of our research design. A Sample is a subgroup of the population for

participation in the study.

Target population - Males having at least a two-wheeler.The target market for motorcycles is

youngsters. Young people mainly in the age group of 18- 35 years and catering to their wants will

serve large portion of market share. Age group above 40 till 60 was considered to gain

comprehensive picture of the Indian motorcycle market

Sampling technique - Judgmental sampling was used.

Judgmental sampling is a type of non-probability sampling. Population elements are selected on the

basis of judgment of researcher. Researcher chooses elements to be selected in the sample.Of all

sampling types, convenience sampling is least expensive and least time consuming.

Non-Probability sampling procedure was used. Non-Probability Sampling relies on the personal

judgment of the researcher rather than chance to select sample elements. Researcher decides which

elements to take in the sample. Because there is no way of determining the probability of selecting

any particular element for inclusion in the sample, the estimates obtained are not statistically

projectable to the population. For data gathering purposes friends, relatives, were surveyed. Also

spot surveys were conducted in the Vehicle parking stands of MMX Mall (Sahibabad) and Shipra

Mall (Ghaziabad).

Sample size Sample size refers to the number of elements to be included in the study. Determining the sample

size is complex and involves several qualitative and quantitative considerations. Import qualitative

features that we considered in determining the sample size include:

Bajaj Auto Limited. Importance of the decision

1. Nature of the research

2. Number of variables

3. Sample sizes used in similar studied

4. Complication rates

5. Resource constraints

Only the brands actively present in the Indian motorcycle were considered namely-

1. Hero Honda Motorcycles Limited

2. India Yamaha Motor Private Limited.

3. Honda Motors and Scooters India Limited.

4. T.V.S. Motor Limited.

5. Suzuki Motorcycle Limited.

6. ‘Others’ was used as a generic category for all other brands.

Extent (Area covered)

Places

Delhi 177

Noida 21

Ghaziabad 118

G. Noida 14

Meerut 6

Muradabad 1

Gurgaon 8

Total (N) 345

Data collection

Data collected is an elaborate process in which the researcher makes a planned search for all

therelevant data. Data is the foundation of all marketing research. It is the raw material with which a

researcher functions.

. Primary Data

Primary Data is the original data collected by the researcher. It has a specific purpose of addressing

the problem at hand. One set of questionnaire was prepared.The structured questionnaire consisted

of closed ended questions. The questions were made simple and easy to answer for the interviewer.

The customers to be interviewed were selected by the researcher.. The respondents had to be in the

age group between 18 -60 years and they must own a two- wheeler in Delhi & NCR (Noida, G.

Noida, Meerut, Muradabad, Gurgaon, and Ghaziabad).

Methods of data Collection used::Questionnaire: In personal interviews,

respondents are face to face with the interviewer, thus complex and varied questions

could be asked---------- QUESTIONNAIRE DESIGN PROCESS

.

Specify the information needed

Design the questionnaire to overcome the respondent’s inability and unwillingness to answer the questions

Determine the content of individual questions

Specify the Type of interviewing method

Determine the question wording

Decide on question structure

Arrange the questions in a proper sequence

Identify the form and layout

Reproduce the questionnaire

Eliminate bugs by pre-testing

SWOT Analysis

STRENGTHS WEAKNESSES High quality products to exceed

customer expectations.

Attractive design and colours.

Strong brand name all over the world

as well as in India

Availability of easy finance schemes

from Bussan Auto Finance.

Use of latest technology for

production.

Low maintenance and low expenses

per kilometer.

Now it comes with a changed

handlebar which is more comfortable

to drive.

Availability of the product in the

market.

Broad and intensive distribution

network across the country.

Yamaha has narrow product line in Indian

market.

Few people are not satisfied with the

mileage of the bikes.

Not giving promotional schemes for

longer time periods.

Poor advertisement of the product.

OPPORTUNITIES THREATS

Data analysis

SAMPLE CHART

Age Group Figure PercentUnder 20 Years 26 7.536%

21-25 Years 151 43.768%

26-30 Years 87 25.217%

31-35 Years 38 11.014%

36-40 Years 18 5.217%

41-50 Years 18 5.217%

Above 51 Years 7 2.029%

TOTAL RESPONDENTS 345 100.000%

InterpretationAll the possible age groups from 18 years of age till 60 years of age were considered. Males having

atleast a two-wheeler, preferably a motorcycle were preferred. As is evident from the sample data,

preference for motorcycle goes on decreasing as the age limit crosses 35 years. Age limit abve 51

years is the least attractive segment for the motorcycle companies.To be a leader in the motorcycle

market , thus, every company should try to pursue 18-35 years of age. Better still if the company is

able to cater to distinguish between these sub-segments.

RESPONDENTS PROFILE:

Occupation Figure Percent

Student 143 41%

Office Employee 109 32%

Factory Worker 12 3%

Shop Owner 21 6%

Business Man 16 5%

Professional (lawyers, doctors) 39 11%

Farmer 3 1%

Others( Retired personnel) 2 1%

TOTAL RESPONDENTS 345 100%

InterpretationAll the occupation groups were tried to be covered. Majority of the sample was students, the major

market of motorcycles. Also this segment is most volatile. Yamaha can leverage this segment by

providing them certain motivations (like increased number of free services). Office goers come

second. Distant third comeprofessionals ( doctors, lawyers,..). Together these three segments make

for 85 percent of the motorcycle market in the surveyed group. These segments should be holistically

pursued to emerge a market winner.

Q. Which Brand you like most

Company PercentageBajaj 27.83%

Yamaha 18.84%

Hero Honda 39.13%

Honda 4.35%

TVS 8.70%

Suzuki 1.16%

Interpretation

Hero Honda Motorcycles Limited ( the world leader in sales) tops the list. Next comes Bajaj

Auto Limited. Followed by India Yamaha Motorcycles Ltd. Yamaha far outweighs its major

rivals( big brothers in the Indian market)-TVS, Honda. This establishes the fact that Yamaha

needs to promote its bikes aggressively. It is very much feasible for Yamaha to become

number three in the Indian market. This also establishes the fact that consumers prefer Yamaha

bikes as an efficient bike manufacturer with the capability to satisfy their inherent biking needs.

Also since youth segment was the aggressively pursued brand, this bodes well for Yamaha. Some

stimulus is needed to gain the pocket share of consumers compared to TV and HMSI.

Q-Specify your source for awareness of motorcycles.

Source PercentageTVCF 19.42%

Newspaper 16.81%

Magazine 15.65%

Showroom 12.17%

Family/ Friends 23.77%

Internet 8.41%

Hoardings 2.90%

Road Show 0.87%

Others 0.00%

InterpretationInterestingly family and friends tops the major source of awareness for motorcycles. This was

specifically true in the case of students. Thus positioning itself as a ‘manufacturer of safety first’

bikes, companies targeting this company stand a good chance to be the market leader. But also, this

is the most style conscious segment. Thus it is imperative to maintain the style quotient in the

models. TVCF comes as the second best source of awareness. Thus this source of advertisement

cannot be neglected. This calls for more aggressive advertising on part of Yamaha. Newspapers

come at third place. Also, newspapers are a robust source of advertisement in rural areas, where

electricity is a rare commodity. This print media should be assiduously pursued to augment the brand

reach in the whole country.

Q-What influenced you more in purchase of your bike

Factor Percent

Family/ Friends 40.00%

Girl Friend 12.75%

Hoarding 4.06%

Show Off 5.51%

Personal Experience 29.28%

Information from Dealer/ Showroom 1.74%

Test Drive 3.19%

Resale Value 2.90%

Others 0.58%

Interpretation

Across all age groups, family and friends was the most influencing factor in the purchase of

motorcycles. Also since students (youth) are the major market for motorcycles, favourable

positioning as a value brand, the motorcycle manufacturer can gain acceptance. In the age of

nuclear families, parents are the main source of influence. Thus motorcycle companies should

position themselves as a “safety first” bike manufacturers. For all other age groups, personal

experience is the main influencing factor. Quality is imperative to gain acceptance. Satisfied

customers spread a positive word for the brand. Also tend to become repeat buyers. Thus

satisfying the needs in a better way than competitors will catapult Yamaha to be the market

leader in the Indian market.

Q-Company you associate with racing

Manufacturer Percentage

Bajaj 16.52%

Yamaha 45.51%

Hero Honda 16.23%

TVS 4.35%

Honda 7.83%

Suzuki 9.57%

InterpretationYamaha is known as a racing bikes manufacturer. Yamaha’s RX 100 is still revered for its pick-up

and speed. Speed Biking is mainly attributed to Yamaha. It holds the record for maximum wins in

Grand Prix. The Government of India is investing heavily in roads and highways. Properly pursuing

the inherent racing tendency in youngsters by providing racing bikes will set Yamaha apart from its

competitors. Till now, no Indian manufacturer has provided the super bikes. These bikes are mainly

imported. Setting up speed bikes manufacturing will provide Yamaha early mover advantage in the

Indian market. Also this can be competitive advantage for Yamaha. But caution must be provided to

train safe biking habits amongst the consumers.

Q-Which bike you strongly associate with youth

Manufacturer Percentage

Bajaj 29.86%

Yamaha 34.20%

Hero Honda 27.83%

TVS 3.19%

Honda 3.48%

Suzuki 1.45%

Interpretation

Yamaha is the bike of the youth. In the survey conducted, it far outweighed Bajaj and Hero Honda.

Most striking feature was that all the respondents, irrespective of the age groups opted Yamaha as

truly associated with youth. Youth being the major market for motorcycles, it is a favourable

outcome of Yamaha’s ‘Youth Approaches’. FZ series and R15 are the bikes designed with youth in

mind. Yamaha should further explore this profitable segment and try to more than satisfy this

segments needs.

Value positioning of motorcycles in the minds of consumers

 

Traditiona

l

Advanced

Technolog

y

Reliable/

Trustworth

y

High

Performanc

e

Stylish

/

Sporty

Trend

Setter

Hero

Honda 54.49% 20.58% 51.59% 35.36% 17.97%

33.62

%

Bajaj 24.93% 33.91% 29.57% 30.72% 24.64%

28.99

%

Yamah

a 9.57% 31.59% 11.01% 22.32% 40.87%

17.97

%

TVS 3.77% 3.77% 4.35% 3.77% 5.22% 5.22%

HMSI 2.03% 6.67% 1.74% 4.93% 5.80% 3.48%

Suzuki 2.03% 3.48% 0.87% 2.90% 4.35% 4.93%

  3.19% 0% 0.87% 0% 1.16% 5.80%

  Innovative

Good

Mileage Passionate

Affordable

Price

Hero Honda 25.22% 51.88% 30.72% 37.68%

Bajaj 24.93% 20.87% 24.06% 29.28%

Yamaha 27.54% 8.12% 20.87% 9.57%

TVS 4.64% 11.59% 7.54% 15.65%

HMSI 6.38% 4.35% 6.96% 4.35%

Suzuki 5.51% 2.90% 3.19% 2.32%

  5.80% 0.29% 6.67% 0%

Interestingly for attribute ( barring technology, performance and affordability) there seemed to be

lack of customer satisfaction on other key attributes. These are the attributes to be pursued religiously

and conveyed to the consumers. These are some of the attributes that can be positioned in the minds

of consumers to satisfy their unmet needs. Hero Honda dominates nearly all the attributes. This

elucidates the reason for its market leader position. Yamaha as a brand leads as being the most

innovative and most stylish bikes manufacturer. This supports the endeavor of Yamaha as the ‘youth

centric’.

This makes it all the more likeable brand among the youth, the major market for motorcycles.

Yamaha should assiduously pursue this segment to out-beat its competitors.

Q-Gauging consumers attachment with the brands.

Brand Recommenders PreferersBajaj 35.36% 29.86%

Yamaha 21.16% 20.87%

Hero Honda 34.49% 37.10%

TVS 6.67% 8.12%

Suzuki 3.19% 1.74%

HMSI 2.03% 2.32%

[

Hero Honda is the most preferred bike while Bajaj is the most recommended brand in the surveyed

group. This shows an interesting dichotomy on part of consumers. Ideally there should be a common

yardstick for liking of a bike. Respondents had ranked Bajaj higher on ‘ advanced technology’ and

‘stylish’ vis-à-vis Hero Honda. May be this is the reason for this dichotomy.

Yamaha was adjudged as the most stylish bike, but is not the most recommended. May be ‘advanced

technology’ attribute is the reason behind this. As regards to other brands, Yamaha outweighs TVS,

Suzuki and HMSI on ‘recommender’ and ‘preferers’. This establishes the fact that Yamaha is on the

way to beat these rivals in the intensely competitive Indian market.

Augmented brand promotion is needed on part of Yamaha to increase its market share. ‘ Kando’ will

definitely be gained through intensive promotion of the brand.

Q-Which Brand you will never buy

Brand PercentageBajaj 5.51%

Yamaha 11.01%

Hero Honda 3.77%

TVS 30.14%

HMSI 22.32%

Suzuki 27.25%

InterpretationMarket leader position doesnot indicates that the brand is revered by all. Hero Honda Motorcycles,

the most selling bikes brand( in the world) by volumes is also a no-no for 3.77% of the respondents.

5.55% of the respondents are averse to Bajaj. This establishes that it is impossible for any single

brand to satisfy the market as a whole, hence the utility of segmentation. Yamaha fairs much better

compared to other brands. This again establishes the importance of promotional activities.

Augmented promotional activities on national scale can catapult Yamaha far ahead of TVS and

HMSI.

Q-Reasons for rejection:

Bajaj Yamaha

Hero

Honda TVS HMSI Suzuki TOTALPoor after sales

service 2 2     3 4 11

Poor brand image   2   6 1 1 10

Resale value 2     1 2 1 6

Shocker problem         2   2

Short in size       2     2

Test drive         4   4

Very common 1   3       4

Weak body, Not

reliable   1 1 6 5 4 17

TOTAL 19 38 13 104 76 93  

Interpretation

Several Reasons were attributed for rejection. We graphed top 15 reasons for this rejection. Here

some tandem was seen as per the market position of the top 2 players in the Indian motorcycle

segment. Both Hero Honda and Bajaj have les negative attributes assigned to them. Improving on

other attributes and these attributes ingeniously can leverage Yamaha to much better market share.

Also Yamaha is way ahead compared to other brands. This augments well for Yamaha.

Yamaha should hone upon the mileage problem. Majority of the respondents complained about

Yamaha’s low average attribute. Also their bikes are positioned as costly. This presents unique

technical challenge for Yamaha. Costs should be regulated considering the demand. Powerful bikes

guzzle petrol. Thus Yamaha should launch more economical bikes with optimum mileage. Care

should be taken that proper segmentation is positioned in the minds of consumers regarding power

bikes and economical bikes.

Q-Brand Personality of India Yamaha Motor Pvt. Ltd.

Personality PercentageYuvraj Singh 6.09%

M S Dhoni 8.99%

Hrithik Roshan 11.30%

John Abraham 73.62%

Interpretation

Objective behind asking this question was to gauge the consumer awareness of Yamaha brand

particularly. Consumers identify the brand with the personality endorsing the brand. John Abraham is

an avid biker. Also he is the perfection of typical Indian youth. He has his own cult following

amongst the youths. The percentage of correct awareness commensurate with the brand awareness of

the consumers. 74% of the respondents correctly identified John as the brand personality of IYM Ltd.

Most interesting fact was that regardless of age, consumers had this awareness. This establishes that

consumers follow Yamaha. Yamaha needs to seriously adapt itself to the Indian market needs, to

beat its rivals. Serious analysis of all the various aspects of the business is necessitated by this

finding. It comes distant 5 even when adequate awareness levels about the brand persist.

Q-Favourite and no –favourite colour motor-cycle colour.

MC Favourite Color Percentage MC Not Favourite Color PercentagePink 0.29% Metallic 0.29%

Purple 0.29% Maroon 0.29%

Green 0.87% Brown 0.58%

Metallic 0.87% Cream 0.58%

Grey 1.74% Purple 1.93%

Yellow 1.74% Orange 1.74%

White 2.90% Grey 2.32%

Silver 3.19% Silver 4.06%

Blue 8.70% White 7.35%

Red 20.00% Black 8.99%

Black 59.42% Green 10.43%

    Blue 13.33%

    Yellow 24.06%

    Red 24.06%

0 10 20 30 40 50 60 70 80 90

NO. OF SAMPLES

BLACKBLUE

GREENGREY

METTALICPURPLE

REDSILVERWHITE

YELLOWMAROONORANGEBROWNCREAM

COLO

RSMC NON FAVOURITE COLOR CREAM

BROWN

ORANGE

MAROON

YELLOW

WHITE

SILVER

RED

PURPLE

METTALIC

GREY

GREEN

BLUE

BLACK

MC FAVOURITE COLOR

0 20 40 60 80 100 120 140 160 180 200 220

BLACKBLUE

GREENGREY

METTALICPINK

PURPLERED

SILVERWHITE

YELLOW

COLO

RS

NO. OF SAMPLES

YELLOW

WHITE

SILVER

RED

PURPLE

PINK

METTALIC

GREY

GREEN

BLUE

BLACK

Interpretation

White, Silver, Blue, Red and Black are the main favourite and non-favourite colours on motorcycle.

Yellow is one of the top non-favourite colour. Interestingly, the whole world of colours seems

wrapped to few chosen colours. Also, the very same very colours which are top favourite are also top

non-favourite colours. Black is the overall favourite bike colour. Also, the overall preference for

colours in general (question no. 15 & 16) are nearly similar. Thus, motorcycle companies should

look into this special relationship between colours and consumer preferences.

Q-Colour of your present motorcycle

Model Color PercentageCream 0.29%

Maroon 0.29%

Purple 0.29%

White 0.58%

Metallic 0.87%

Green 1.16%

Grey 1.45%

Yellow 1.45%

Silver 4.35%

Blue 8.99%

Red 18.55%

Black 61.74%

Interpretation

Red and Black are the major bike-colours with the respondents. Blue comes distant third.

Motorcycle-Companies should concentrate on these colours and try to bring as many variants in

these colours. Yamaha with its Fazer bikes has successfully launched bikes in red, black and red-

black colour. Apart from red, black, blue, silver other colours are negligent in vehicles. This also

provides opportunity for companies. They should try and provide some new colours to consumers.

Proper market testing should be done. This may throw up some unexpected opportunities.

0 20 40 60 80 100 120 140 160 180 200 220

NO. OF SAMPLES

BLACKBLUE

CREAMGREEN

GREYMAROON

METTALICPURPLE

REDSILVERWHITE

YELLOW

COLO

RSMODEL COLOR

YELLOW

WHITE

SILVER

RED

PURPLE

METTALIC

MAROON

GREY

GREEN

CREAM

BLUE

BLACK

Q-Why did you choose the particular colour in your motorcycle.Respondents were provided with 25 attributes in all namely

1) Macho 2) Rich 3) Sophisticated 4) Youth 5) Trendy 6) Unique 7) Safe 8)

Shiny 9) Sporty 10) Racy Image 11) Decent

12) Eye Catchy/ Attractive 13) Professional 14) Smart 15) Bright 16) Stylish 17)Suits

Personality 18) Vibrant 19) Maintenance Free 20) Religious 21) Sober 22) Never

Fade 23) Dust/Scratch less visible 24) Passionate 25) Funky 26) others please

specify: ____________

They were asked to opt for the attributes they think is provided by the colours they chose.

The responses varied for each colour as-

zz

REASONS FOR CHOOSING A COLOR

05

101520253035

COLORS

NO. O

F SA

MPL

ES

Shiny

Sporty

Youth

Macho

Unique

Decent

Dust free

Trendy

Stylish

Q-FACTORS FOR CHOOSING BLACK

FACTORS FOR CHOOSING BLACK

0 5 10 15 20 25 30 35

OthersMaintainaReligious

viberantBrightFunkysober

PassionatSafe

ProfessioNever fade

SuitsSmart

RichAttractive

RacyStylish

SophisticTrendyDecentUnique

Dust freeMachoYouth

SportyShiny

FACT

ORS

NO. OF SAMPLES

Series2

Series1

Q-FACTORS FOR CHOOSING RED

FACTORS FOR CHOOSING RED

0 2 4 6 8 10 12

Dust freeMaintainanceSophisticated

Suitsviberant

AttractiveNever fade

Racy ImageRichSafe

ReligiousUniqueBright

ProfessionalSmartSportyDecentStylishYouth

MachoTrendyShiny

COLO

RS

NO. OF SAMPLES

Series1

FACTORS FOR CHOOSING BLUE

0 1 2 3 4 5 6

NO. OF SAMPLES

MachoSafe

BrightRich

Racy ImageDecent

AttractiveProfessional

Maintainance freeSophisticated

YouthUniqueShiny

Never fadeFunkySmart

Suits personalityStylishSporty

FACT

ORS

FACTORS FOR CHOOSING BLUE

Series1

Q-FACTORS FOR CHOOSING SILVER

0 0.5 1 1.5 2 2.5 3

NO. OF SAMPLES

MachoYouth

TrendySporty

Racy ImageSmartBright

StylishSuits personality

viberantDust free

RichSophisticated

UniqueSafe

MaintainanceShiny

FACT

ORS

FACTORS FOR CHOOSING SILVER

Series1

Q-Regarding Motorcycle design what are the important aspects.

Regarding MC Design Percentage

Body Style/ Design 1.74%

High Contrast Color 8.41%

Component Color 15.07%

Sticker Design 21.16%

Body Color 48.99%

Riding Comfort 4.64%

020406080

100120140160180

NO. OF SAMPLES

Body Color StickerDesign

ComponentColor

HighContrast

Color

RidingComfort

BodyStyle/Design

FACTORS

IMPORTANT FACTORS OF MC DESIGN

Series1

Series2

Top features opted by the respondents were-

Body colour, sticker design and component colour. Surprisingly, riding comfort and body style were

lower on the count. This may be comprehended as consumers take riding comfort and body design as

an accepted, irrefutable offering and they further ask for these aesthetic features. Also since youth is

the major market for motorcycles, this shows the demanding preferences of today’s younger

generation They need bikes to flaunt besides serving the basic biking wants.

Thus, to gain larger share of the market companies should focus on these and other innovative

aesthetic appeals in the models. Yamaha has lately offered several such innovations. This has

resulted in ever greater market share for Yamaha in the Indian market.

Your Dream Motorcycle

Model percentage Model PercentageThunderbird 0.87% Achiever 0.29%

FZ-16 1.16% Aprilia 0.29%

Machismo 1.16% Caliber 0.29%

Apache RTR 1.45% Discover 135 0.29%

Bullet 1.74% Gs150R 0.29%

Pulsar180 2.03% Intruder 0.29%

RX100 2.03% KTM990 0.29%

CBR 2.32% MT01 0.29%

CBZ Xtreme 2.32% Passion 0.29%

Ducati 2.90% Pulsar135 0.29%

Royal Enfield Classic 3.48% Pulsar200 0.29%

Fazer 3.77% R6 0.29%

Bullet 500 4.93% Rajdoot 0.29%

Harley Davidson 4.06% Splendor 0.29%

Pulsar220 5.80% Bullet 350 0.58%

R1 4.35% Discover 100 0.58%

Avenger 5.22% Glamour 0.58%

Karizma 6.67% Splendor plus 0.58%

Karizma ZMR 7.54% Hunk 0.87%

Kawasaki Ninja 8.41% Pulsar150 0.87%

R15 9.57% Hayabusa 10.14%

The objective behind asking this question was to know the aspirations of consumers. Different

segments have different aspirations. There was preference for powerful bikes as well as economical

bikes. This can be interpreted as –needs and aspirations evolve with age. Also, financial stability

along with personality type is also an important consideration.

Yamaha has seven bikes in the treasured category. This shows that Yamaha has an avid following

amongst the consumers.

Q-Top three channels you watch most

  1st Priority 2nd Priority 3rd Priority Weighted

Ten sports 18 14 10 92

V 12 20 13 89

Bindaas 18 18 11 101

HBO 33 12 6 129

Star news 30 14 8 126

Star Sports 18 22 12 110

Colors 42 26 10 188

ESPN 45 14 20 183

Zee Tv 21 54 19 190

Sony 45 48 12 243

Star Plus 72 38 13 305

Discovery 84 28 18 326

Aajtak 90 46 20 382

Mtv 99 46 14 403

Weighted=first priority*3+second priority*2+third priority

Weighted=(First priority)*3 + (Second priority)*2+ (Third priority)

Objective behind this question was to know the channels which will gain maximum eyeballs to

TVCF. M.Tv topped the list for entertainment( song channels) ND Tv is the number one viewed

channel It far outstrips other news channels. Discovery channel is the favourite of all age groups.

Thus it can be a very good source of brand promotion. ESPN tops the sports channels. During

special sporting festivals like T20, companies should provide TVCF round the year on ESPN.Idiot

box is the favourite source of past time for majority of Indians. Thus this medium should be

considered for maximum brand awareness.

FINDINGS(1) Yamaha is the most favourite brand amongst youths in the Indian market.

(2) Yamaha is regarded as the original makers of racing bikes by the respondents.

(3) Yamaha is the third most preferred brand after Hero Honda Motorcycles Ltd. And

(4) Bajaj Auto Ltd.

(5) Youth (Students) are the major market for motorcycles in India.

(6) Family/friends, TVCF and newspapers are the major source of awareness for

motorcycle brand awareness.

(7) Major influencing factors in the purchase of bikes are-family/ friends, personal

experience and girl friend.

(8) R15, Fazer, FZ-S from Yamaha are amongst the top ten favourite bikesin the surveyed

group.

(9) Hero Honda and Bajaj are considered as brands with most consumer favourable

attributes. They are also the brands most likely to be preferred and recommended.

(10) Yamaha is way ahead in overall consumer favourable response compared to TVS,

Suzuki, HMSI.

(11) Majority of the Consumers prefer red and black colour in geneand also in their bikes.

(12) Yamaha has maximum number of models in the dream bikescategory.

(13) Pulsar variants from the Bajaj stable is the most favourite model from any company.

(14) Yamaha is the most favourite brand amongst youths in the Indian market.

(15) Yamaha is regarded as the original makers of racing bikes by the respondents.

(16) Yamaha is the third most preferred brand after Hero Honda Motorcycles Ltd. And

Bajaj Auto Ltd.

(17) Youth (Students) are the major market for motorcycles in India.

(18) Family/friends, TVCF and newspapers are the major source of awareness for

motorcycle brand awareness.

(19) Major influencing factors in the purchase of bikes are-family/ friends, personal

experience and girl friend.

(20) R15, Fazer, FZ-S from Yamaha are amongst the top ten favourite bikes in the surveyed

group.

(21) Hero Honda and Bajaj are considered as brands with most consumer favourable

attributes. They are also the brands most likely to be preferred and recommended.

(22) Yamaha is way ahead in overall consumer favourable response compared to TVS,

Suzuki, HMSI.

(23) Majority of the Consumers prefer red and black colour in genera and also in their

bikes.

(24)Yamaha has maximum number of models in the dream bikes category.

(25) Pulsar variants from the Bajaj stable is the most favourite model from company.

RECOMMENDATIONS

Based on research, following recommendations are made to Yamaha

Yamaha should expand its FZ series. It should promote newer models. Yamaha is seen

as the bike of youth. Also Yamaha is originally considered as the racing bike

manufacturer.

Yamaha should sponsor youth festivals. It should consider every contact points that can

be made with the youth.

Yamaha should also introduce bikes in the economical range. Poor mileage is seen as

the major drawback associated with the Yamaha bikes.

Yamaha should actively consider brand promotions. Yamaha lacks as far as brand

promotion is considered compared to other brands.

Yamaha has much favourable position in the minds of consumers as compared to TVS,

Suzuki and HMSI. Yet it comes distant fifth in the Indian motorcycle market. It shows

lack of consumer’s confidence. Directed promotions towards this concern should be

vigorously held on the national scale.

Company should focus on after-sales service. Proficient service will provide Yamaha a

leading edge.

Yamaha should consider and project itself as a service oriented organisation. Today

consumers demand effective and prompt continuous service. Yamaha should meet and

exceed this want of consumers.

LIMITATIONS

i) The survey was restricted to Delhi and NCR region (Ghaziabad, Gurgaon,

ii) Noida, Greater Noida, Meerut, Muradabad.) in particular.

iii) Inadequate time to follow the customer response.

iv) Lack of experience in handling surveys.

v) Most of the respondents were having inadequate time for filling in the questionnaire.

vi) Unwillingness of respondent to provide information

CONCLUSION

As the auto industry witnessed yet another year of good sales, there is clear evidence that the

dynamics of the Indian two-wheeler industry has changed significantly over the last few years.

While everyone knows that there has been constant shift in demand towards motorcycles from geared

scooters. Various companies have entered into the two-wheeler industry.

There are various competitors of Yamaha comes from Hero Honda. The driver of growth for Hero

Honda was the launch of entry level, value-for-money bike “CD-Dawn” and the upgraded version of

“Splendor” and “Passion”. The company which had lost its market share in FY02 has made a strong

comeback and regained its share.

Secondly another company Bajaj is also leading in the two-wheeler in the market. The success

Bajaj’s latest model Pulsar has helped the company to stay clear of adopting an aggressive price

reduction strategy. Besides, the recently launched CT100 had also enjoyed a fair degree of success.

TVS is also trying to capture the good market share by introducing the different models of bikes. The

industry has now acquired the traits of the consumer durable industry, of price wars, celebrity

endorsement and ever-increasing sales and promotional out go. Earlier, Hero Honda and Bajaj Auto

were the only producers of four-stroke motorcycles. Now, TVS Motor is also jostling for space in the

four-stroke market.

India Yamaha Motor last year achieved a dramatic turnaround on the back of the success of its

125cc Enticer and 106cc Libero models. IYM is also trying to retain their market share by

introducing different bikes. They have launched two bikes in 2004 as change Libero and Fazer.

In 2008, they have launched FZ-16 and R15. They have also launched an upgraded version of FZ-16

i.e. FZ-S. Currently, Yamaha have a market share of about 3.5% in the Indian two-wheeler market.

BIBLIOGRAPHY

Statistics for Managers by Levine,Stephan,Krehbiel,Berenson

Annual report of the Compny,year2010

Marketing Management by Kotler,,Koshy,Jha,Edition II

Strategic Marketing by Anderson,vincze,Edition III

MAGAZINES/NEWSPAPER

Bussiness Today,jun 2010

The Financial Express,jun 2010

The Tme Of India,may 2010

Company Annual Magazine,2010

QUESTIONNAIRE

1. Which motorcycle attracts you a lot? a.) _________________ b.) _________________

2. Which company the following motorcycle brand belongs ?

Bajaj Yamaha Hero

Honda

TVS HMSI Suzuki Others

Apache RTR

Pulsar135

Karizma ZMR

Fazer

GS150R

CBF stunner

3. Which brand you like the most?

1.) Bajaj 2.) Yamaha 3) Hero Honda 4.) Honda 5.) TVS 6.) Suzuki

4. Please specify your source of awareness for motorcycles:

1.) TVCF 2.) Newspaper 3) Magazine 4.) Showroom 5.) Family/ Friends

6.) Internet 7.) Hoardings 8.) Road Show 9.)Others, plz specify……..

5. What/Who influenced you more for purchasing a motorcycle?

1.) Friends/Family 2.) Girl Friend 3.) Hoardings 4.) Show off 5.) Personal

Experience. 6.) Information from Dealer / Showroom 7.) Test Drive 8.)Resale value 9) Others, plz

specify

6. Which company you associate with racing?

1. Bajaj 2. Yamaha 3. Hero Honda 4. TVS 5. Honda 6.Suzuki

7. Which company you strongly associate with youth?

1. Bajaj 2. Yamaha 3. Hero Honda 4. TVS 5. Honda 6.Suzuki

8. Which of the words/statements you think best describes the following companies?

Hero

Honda

Bajaj Yamaha TVS HMSI(Honda) Suzuki

Traditional

Advanced

Technology

Reliable/ Trust-

worthy

High Performance

Stylish/ Sporty

Trend setter

Innovative

Good Mileage

Passionate

9. You would like to be in which category for the following Motorcycle Brand:

Bajaj Yamaha HeroHonda TVS Suzuki HMSI

(Honda)

1.)Recommenders

2.) Preferrers

10. Which Brand you will never buy?

1. Bajaj 2. Yamaha 3. Hero Honda 4. TVS 5. HMSI 6.Suzuki

11.a. Reason for rejecting this particular brand. ………………………

12. Who is the brand ambassador of Yamaha?

1. M.S. Dhoni 2. Hrithik Roshan 3. John Abraham4 YuvrajSingh

13. Please write the color name of your favorite & not favorite.

Favorite Color _____________ Not Favorite Color _____________________

14. Please write the Motorcycle color name of your favorite & not favorite.

Favorite Color _____________ Not Favorite Color _____________________

15. Please write the color of your current motorcycle.

Present________________

a. What did you choose the above color?

(Choose from the below listed Keywords & put on the box according to your priority)

1) Macho 2) Rich 3) Sophisticated 4) Youth 5) Trendy 6) Unique 7) Safe 8)

Shiny 9) Sporty 10) Racy Image 11) Decent

12) Eye Catchy/ Attractive 13) Professional 14) Smart 15) Bright 16) Stylish 17)Suits

Personality 18) Vibrant 19) Maintenance Free 20) Religious 21) Sober 22) Never

Fade 23) Dust/Scratch less visible 24) Passionate 25) Funky 26) others please

specify: ____________

16. What is your dream motorcycle? Model Name - ………………….

17. Regarding Motorcycle Design, what is an important aspect for you?

(_________________)1) Body color 2) Sticker Design 3) Component Color 4) High Contrast

Color 5) Other Please Specify:__________________

Top 3 channels you watch most.. 1…………….. 2………………. 3……………….