Hero Honda NITIN

8/9/2019 Hero Honda NITIN

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Brand image of Hero Honda

R.C.E.T. Bhilai 1

A

STUDY

ON

Brand Image of Hero Honda

Submitted by Guided byNitin Kumar Tiwari Mr. Nikhilesh Kariya

Roll No. 3435 (H.O.D)MBA 2 nd SEM MBA Department Year-2008/09

Department of Management

R.C.E.T Bhilai (C.G)

Research Project Report


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B

i of Hero Honda

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Title

Brand Image of Hero Honda


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Brand i age of Hero Honda

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DECLARA TION

I, N itin Kumar T iwar i a s tuden t of M BA II Semes ter a t

R ungta College of Eng ineer ing & Techno logy hereby dec lare that this research

repor t under the title Brand Image Of Hero Honda is the record of my

or igina l work under the gu idance of Mr. N ikhilesh Kar iya (HOD) Dep t. of

MBA, R .C.E.T Bhilai .Th is repor t has never been subm itted to any where e lse

for a ward of any degree or d i ploma.

Place: Bhilai

Date:06/04/09

Department of M anagement

R.C.E. T Bhilai (C.G.)


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C ertificate

This is to cer tify that Mr. N itin Kumar T iwar i a s tuden t of M BA II- SEM a t our institute under my gu idance and superv ision has carr ied ou t this Projec t work under title Brand Image of Hero Honda. Th is R esearch Projec t R epor t is an or igina l one.

Place: Bhilai Date: 06/04/09

(Projec t Guide)Mr. N ikhilesh kar iya (HOD)Depar tmen t of managemen t

R .C.E.T Bhilai


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ACK NOW LEDGEME NT

R are ly does anybody ge t the oppor tunity to ackno wledge some who has

rea lly he l ped in the deve lopmen t of work, he l ped to gro w in a ne w f ield and

motivate towards the d imens ion of the some. I am ex treme ly g lad to s tate that

today I have this oppor tunity.

I wish to express my s incere gra titude to Mr. N ikhilesh Kar iya (H.O.D.)

and a lso Mr. A. Jagdeesh (D irec tor RC ET), under whom I had under taken this

projec t. Ex tended fu ll coopera tion in comp letion of this projec t.


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Table of content

Chap ter No.

Top ic Page No.

01- In troduc tionScope of the s tudyStatemen t of prob lemObjec tive of the s tudy

070809

02- R esearch me thodo logyR esearch des ignSamp ling p lanHypo thesesLimitations

0809101112

03- Organ izationa l prof ileHero Honda m iss ion

1314

04- Ma in text

05- Analysis & In terpre tation of Da ta

06- F indings & Conclusions

07- Sugges tions

08- Ques tionna ireBi bliography


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INT R O DUC TION

In 1984-85 (Hero Honda Mo tor L imited) HHML by the co llabora tion of

hero Honda limited and Japanese company Honda Mo tors L imited. The f irst 100

cc with a s toke mo tor cyc le is made by Hero Honda L imited in Ind ia.

HHML (Hero Honda Mo tor L imited) has two p lants for the

manufac tur ing the d ifferen t mode l of Hero Honda mo torcyc le.

1. Gurgoan

2. Dharuhera.

Hero Honda the company and ref lect one of the mos t outstand ing and

insp ir ing s tor ies of success in corpora te Ind ia.

In 60 th decade severa l motorcyc le were runn ing in the Ind ian roads

those are sunbeam, AIS, Tr iumph, BBA , and R oya l Enf ield from those mo tor

cyc le on ly R oya l Enf ield has ex istence in mo tor cyc le marke t.

Af ter 60th

decade some o ther mo torcyc le and scoo ter had been launchedin Ind ian two wheeler marke t those are R ajdoo t, Java, Vespa and Lamra ta etc.

Ind ian waitressed the f irst spa te of modern ization, in two wheeler

indus tr ies in 1984-85, dur ing that per iod p iagg io saun tered the Ind ian marke t in

a jo int ven ture with lohia mach ines and our major Japanese mo tor cyc le


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manufac ture se t up jo int venture compan ies to produce 100 cc mo tor cyc les for

the f irst time.

SC OP E OF ST UDY

This s tudy enab les the Company to kno w what the consumer expec ts

from a Company and a lso he l p in exp lor ing the reason for loya lty of the

consumer towards the par ticular company. Th is research he l ps the company tothink abou t its marke ting s trategies.


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ST AT EME NT OF P R OB LEM

Determ ining brand image, sa les and serv ice effec tiveness of Hero Honda.

I) Analysis po tential customers of d ifferen t two-wheeler.

II) How to enhance Hero Honda marke t.

III) Bugging percep tion PF consumers of Hero Honda in compar ison to

other brand.


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Objectives

1) To kno w the marke t share of Hero Honda.

2) To kno w the percep tion of cus tomers regard ing b ikes.

3) To de term ine the cus tomers sa tisfac tion regard ing b ikes.

4) To de term ine the fac tors inf luenc ing the cho ice of cus tomers regard ing bikes.


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OPPO R T UNITI E S

Consumer has the percep tion that it is a good b ike bu t if proven that it is a

bes t bike then sa les cou ld increase and marke t share cou ld be enhanced.

Hero Honda offers their cus tomers bes t qua lity in econom ic pr ice so that

peop le re ly on qua lity and performance of the Hero Honda.

Being Ind ian consumers have the percep tion of ge tting its spares par ts eas ily

and on cheaper pr ice. Th is enhanced its marke t share because peop le

oppor tunities for b ike, which are eas ily repa irab le a t cheaper pr ice.


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RE SEARC H ME THO DO L O GY

METHO DOLOGY

The s tudy was conduc ted in Durg Bhili reg ion. For the s tudy two ques tionna ireswere formu lated and adm inistered to the responden t. Ques tionna ire was openended. The med ium of this ques tionna ire was Eng lish. The Ques tionna ire wasadm inistered face to face with responden ts. Some of these were f illed up af ter asma ll conversa tion re levan t to the subjec t of s tudy.

DA T A C O LLEC TION ME THO D

Primary Data: -

The pr imary da ta for the s tudy was co llected by persona lly adm inister ing theques tionna ire to responden t and observa tion.

Second ary Data: -

The secondary da ta for the s tudy was co llected for o ther informa tion from books, interne t and Hero Honda Maga zines.


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RE SEARC H DE S IG N

Every research projec t conduc ted sc ientif ica lly has a spec if ic frame work for gu iding and con trolling da ta co llection. Th is frame work is ca lled R esearchDes ign

A research des ign is the spec if ication of me thods and procedures for acqu ir ing the informa tion needed to s truc ture or to so lve prob lem. I t is theovera ll opera tiona l pattern or frame work of the projec t that sti pulates what informa tion to be co llected from which sources by what procedures. The major func tion of research des ign is to ensure that the requ ired da ta are co llectedaccura tely and econom ica lly.

The type of s tudy, which I will , under take in a conc lusive, descr i ptivestudy. As under the conc lusive s tudy, hypo thesis is des igned and informa tion is

collected from a represen tative samp le of componen ts, then informa tioncollected is ana lyzed by means of tables and graph.

SO URCE OF INFO RMA TION

The source of informa tion for my research work was bo th through pr imary and secondary da ta. I used more of pr imary da ta because of itsor igina lity and secondary da ta, where co llection of pr imary da ta no t poss i ble.


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SAM P L IN G A ND SAM P LE S IZ E

SAMPLING

The samp le for the s tudy is conf ined to peop le us ing d ifferen t mode ls of motorcyc le in Durg - Bhilai reg ion.

Samp ling s ize of 50 peop le were taken and interv iewed for the s tudy of the samp ling was done through random samp ling. The samp le s ize was d ividedinto two groups.

DE FININ G TH E POP ULA TION

GR O UP -I

Elemen t: User of Hero HondaSamp ling S ize: 50Extent: Durg- Bhilai Time: 01 mar to 31 mar.

GR O UP -II

Elemen t: User o ther than Hero HondaSamp ling S ize: 50Extent: Durg- Bhilai Time: 01 mar to 31 mar


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L IM IT ATION OF TH E ST UDY

Any s tudy is subjec ted to cons tra ints like time, effor t, cos t, ra w mater ial etc.

This study was conduc ted under some limitations.

The samp le s ize of f if ty responden ts for the consumer survey is very

sma ll.

The time g iven for survey i.e. one mon th is too less for the s tudy.

The s tudy is spread in Durg - Bhilai reg ion because survey in a ll the

areas is very time consum ing.

The samp le was co llected us ing conn ivance samp ling techn iques. As

such resu lt may no t give an exac t represen tation of the popu lation.


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Hero Honda's company profile

The jo int ven ture be tween Ind ia's Hero Group and Honda Mo tor Company, Japan has no t only crea ted the wor lds S ingle larges t two whee ler

company bu t also one of the mos t successfu l joint ven tures wor ldwide.

Dur ing the 80s, Hero Honda became the f irst company in Ind ia to Provethat it was poss i ble to dr ive a veh icle without polluting the roads. Thecompany introduced ne w genera tion mo torcyc les that set indus try benchmarksfor fue l thr if t and low emiss ion. A legendary 'F ill it Shu t it Forge t it'campa ign cap tured the imag ination of commu ters across Ind ia, and Hero Hondasold milli ons of b ikes pure ly on the comm itmen t of increased m ileage.

Over 20 m illion Hero Honda two wheelers tread Ind ian roads Today.These are a lmos t as many as the number of peop le in F inland, Ire land andSweden pu t together! Hero Honda has cons istently gro wn a t doub le digits s inceincep tion; and today, every second mo torcyc le so ld in the coun try is a HeroHonda. Every 30 seconds, someone in Ind ia buys Hero Honda's top - se llingmotorcyc le Sp lendor. Th is fes tive season, the company so ld ha lf a m illion twowheelers in a s ingle mon th a fea t unpara lleled in g loba l automo tive h istory.

Hero Honda b ikes curren tly ro ll out from its three g loba llyBenchmarked manufac tur ing fac iliti es. T wo of these are based a t Dharuhera andGurgaon in Haryana and the third s tate of the ar t manufac tur ing fac ilit y wasinaugura ted a t Har idwar, U ttrakhand in A pr il this year. These p lants together arecapab le of produc ing ou t 4.4 m illi on un its per year. Hero Honda's ex tens ivesales and serv ice ne twork no w spans over 3000 cus tomer touch po ints. Thesecompr ise a m ix of dea lersh i ps, serv ice and spare po ints, spare par ts s tock iest and au thor ized represen tatives of dea lers loca ted across d ifferen t geograph ies.

Hero Honda va lues its re lationsh i p with cus tomers. I ts un ique CR Minitiative Hero Honda Passpor t Program, one of the larges t programs of thisk ind in the wor ld, has over 3 m illion members on its ros ter. The program hasnot only he l ped Hero Honda unders tand its cus tomers and de liver va lue a t differen t pr ice po ints, bu t has a lso crea ted a loya l Commun ity of brandambassadors.


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Hav ing reached an unassa ilab le po le pos ition in the Ind ian two Whee ler marke t, Hero Honda is cons tantly work ing towards conso lidating its pos ition inthe marke t place. The company be lieves that chang ing demograph ic prof ile of India, increas ing urban ization and the empo wermen t of rura l Ind ia will addmillions of ne w fam ilies to the econom ic ma instream. Th is would prov ide the

gro wth ba llast that would sus tain Hero Honda in the years to come. AsBr i jmohan Lall Munja l, the Chairman, Hero Honda Mo tors Succ inctly po intsout, "We p ioneered Ind ia's mo torcyc le indus try, and it's our respons i bilit y no w totake the indus try to the nex t leve l. We' ll do a ll it takes to reach there.''

H ER O HON DA ' S M ISS ION

Hero Hondas m iss ion is to s tr ive for synergy be tween techno logy,sys tems and human resources, to produce produc ts and serv ices that mee t thequa lity, performance and pr ice asp irations of its cus tomers. At the same timemaintain the h ighes t standards of e thics and soc ial respons i biliti es.

This miss ion is what dr ives Hero Honda to ne w heights in exce llenceand he l ps the organ ization forge a un ique and mu tually benef icial relationsh i pwith a ll its s take ho lders.


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SP EC IFI CA TION

HER O HOND A (P ASS ION )

E ng ine : 4 str oke, single c ylinde r, air cooled, OHC

Displacemen t: 97.2 cc

Max po wer: 12.8 Ps 8000 rpm

Whee l base: 1235 mm

Ground Clearance: 160 mm

Fuel tank capac ity: 12.8 ltr (1.1 reserves)

Types of brakes (Fron t): Drum vers ion (130 mm .d ia.)(R ear) drum (130 mm.d ia.)

Carbure tor: S ide draf t type ( with IPS C sys tem)

Eng ine o il quan tity: 900 m l

Tyre s ize (Fron t) : 2.75 X 18 42 P(R ear) 100 190 X 18-36 P

Ignition: E lectron ic CDI

Max Speed: 120 Kmph

Final Dr ive: R oller Chain

Head light: Ha logen Bul b 35 W / 35 W


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WO RK SHOP P R O CE SS

(1) When veh icle comes to the watchman check Veh icles number on the

gate.

(2) Prepare job Card with comp lete de tails of comp lain and warran ty/

pa id and comp lete de tail of veh icles.

(3) Job Card en tered to the par ticular mechan ic af ter comp leting work.

(4) Wash ing the veh icles.

(5)

Final Check up of the veh icles and de livery the veh icles to thecustomers.

(6) Mechan ic is ava ilab le to br ing the veh icles from workshop to

customer p laces.


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SHOW R OO M AC TIVITI E S

The name of the sho w room with sa les, spares and serv ice s tation is

chauhan Automob iles Durg. Th is sho w room is well des ign and very a ttrac tive.

In this sho w room well des igned and s tand keep the d ifferen t mode l of Hero

Honda b ikes to a ttrac t peop le.

For the purpose of offer sa les serv ice a se ll equi pped and modern ized

work shop is there which cer tain a ll modern equ i pmen t to repa ir and

overhau ling the Hero Honda b ikes.

There are emp loyees are engaged in this sho w room in which 1

Genera l Manager, 1 Sa les Manager, 3 Accoun tant, 3 Carr ier, 10 in Sa les Se lection,

3 in aud it section, 3 in Spare par t coun ter, 2 in Godo wn, 5 for marke ting, 3 for

Serv ice, o ther 15 Mechan ics. All staff is well behaved, he l pfu l and co-opera tive.


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SER VI CE PO L ICY

N orma l Warra nty:

6 mon ths from the sa les or 7,500 k ilome ters, which is ear lier?

Spec ial Warran ty Eng ine:

2 yrs from the da te of sa le or 30,000 k ilome ters, which is ear lier?

F r S rvic :

Each Hero Honda buyer sha ll be en titled to s ix free serv ices. The same can be

ava iled through free serv ice coupons prov ided in the o wners manua l.

Free Serv ice Schedu le:

1st Serv ice 500-750 kms 30 days

2nd Serv ice 2500-2800 kms 90 days

3rd Serv ice 5000-5500 kms 180 days

4th Serv ice 7000-7500 kms 210 days




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Through ava iling or individua l free serv ice is no t limited by time, it may be

noted that all the s ix serv ice have to be ava iled wit hin one year of da te.

S WOT ANALY S IS

STRENGTH-

Corpora te image of Hero Honda can be encased.

Brand Image: Hero Honda is a well-es tablished brand name in themarke t. Consumers have a good image and percep tion abou t its produc t.

Techn ica l super ior ity: Hero Honda proved itse lf as a ro le mode l in its

marke t.

The b igges t streng th of Hero Honda is to pass ion p lus and sp lendor

plus that is prov ing itself as a ro le mode l in its marke t.

Customers sa tisfac tion: I ts ex isting cus tomer is comp letely sa tisf ied wit h

the Hero Honda and fee ls proud to own their own Hero Honda.

Econom ica l in the long run.

Peop le (non-cus tomer) think it is a good mo torcyc le.


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TH REA TS

There is a major threa t from company like Bajaj, which is com ing wit h

heavy pub licity and good scheme for cus tomers.

Old brand like Yamaha a lso a measure threa t for Hero Honda because

of its good image p ick-up.


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W EAK NE SS

Dea ler ne twork is very poor par ticular ly in R ai pur Distt.

Marke ting s trategy and the marke ting effor ts are no t so aggress ive like

they have to be for the com ing tough compe tition. No w it shou ld be rea lized

that it is no t neck- to-neck compe tition bu t a cu tthroa t compe tition.

Af ter sa le serv ice and the workshop serv ice are no t up to the mark.

Customer is no t fully sa tisf ied with the sho wroom fac iliti es.

Alw ays remember one sa tisf ied cus tomer crea tes one prospec tive

customer bu t one d is-sa tisf ied cus tomer will break 10 prospec tive cus tomers.


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Analysis & Interpretation of Data

G raph -01

Which b ike you dr ive?

0

2

4

6

8

10

12

14

16

18

Hero Honda Bajaj T .V.S . Other


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G raph -02

In which fam ily income leve l do you fa ll?

0

5

10

15

20

25

1,00,000 2,00,000 3,00,000 4,00,000


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G raph -03

How do you come to kno w abou t this b ike?

0

5

10

15

20

25

30

Newspaper Television M egazine


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G raph -04

For what purpose do you use your mo torb ike?

0

2

4

6

8

10

12

14

16

18

Off ice use Persona l use S tudy purpose O ther


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G raph -5

In your mo torb ike what fea ture you mos t want?

0

2

4

6

8

10

12

14

16

P rice Mileage S ee Look


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GRA PH -06

In mo torb ike why you purchased Hero Honda because in marke t var ious b ikesare ava ilab le?

0

5

10

15

20

25

Qu ality eat u res P rice Relai ility

Series 1


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G raph -07

Af ter purchase this b ike ho w you fee l its more re liab le yes or no t?

0

5

10

15

20

25

30

Yes No No Comments

Series 1


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G raph -08

You want to add some ne w features, or you are sa tisf ied?

0

5

10

15

20

25

Satisfie ot satisfie A n e feat u res

Series 1


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G raph -09

Have this b ike is accord ing to your requ iremen t?

0

5

10

15

20

25

yes o o comme n ts


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G raph -10

How you say abou t the ma intenance?

0

5

10

15

20

25

30

C ostly o mai n te n an ce Least mai n te n an ce


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G raph -11

How you say abou t its look and s tyles?

0

5

10

15

20

25

G oo a Average


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G raph -12

You want to give any adv ice or sugges tions abou t its presen t features?

0

5

10

15

20

25

Yes o o comme n ts


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G raph -13

Are you sa tisf ied with the cus tomer serv ice of your b ike?

0

5

10

15

20

25

30

35

Yes No


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G raph -14

Are you sa tisf ied with the sho wroom of your b ike?

0

5

10

15

20

25

30

35

40

Yes No


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G raph -15

If any company launch ne w bike you purchase or no t?

0

5

10

15

20

25

30

Yes No


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M ajor Findings

1. Hero Honda enjoy ing the h ighes t brand equ ity.

2.

In the m ind reca ll Hero Honda ge t the h ighes t attention incompar ison to its compe titors.

3. Aw areness abou t adver tising of mo torcyc le is very h igh. Te levision,

newspaper and hoard ing are ma in source of adver tisemen t.

4. The corpora te image of Hero Honda is very h igh.

5. Hero Honda has s trong pos itive image.

6. Customers sa tisfac tion is very h igh i.e. 96 %.

7. Mos t of the peop le who have a Hero Honda mo torcyc le, they took

it to the serv ice s tation or ma intenance and repa ir ing.

8. The peop le of age group 8-48 mos tly prefer Hero Honda b ikes.

9. Mos t peop le in income group 1000-5000 prefer to purchase moped

and peop le in the group 5000-15000 prefer to purchase mo torcyc le

and scoo ter and the peop le whose mon thly income is above 15000

prefer to purchase four wheelers.

10. Mos t of the peop le want power, s tyle, good look and good m ileage

in their mo torcyc le.


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C ON CLU S ION

Our objec tives of f inding the brand image, sa les and serv ice effec tiveness of Hero

Honda. The conc lusion dra wn from the s tudy says:

Hero Honda enjoy ing the h igh brand equ ity.

Marke t share of any brand ma inly depends upon good prof it marg in, aggress ive

adver tisemen t, bes t qua lity and promp t supp ly, for improv ing marke t share a company

shou ld improve above fac tor.

We shou ld implicit some scheme so as to a ttrac t the po tential cus tomers of our

produc t. Some sugges tions are g iven fur ther in the repor t.

Mos tly 18-48 yrs age groups prefer Hero Honda.

Mos t of the peop le want power, s tyle, and good m ileage in their mo torcyc le.


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PRE F ACE

The topic chosen by me for my projec t research is Brand Image of

Hero Honda. The two whee ler marke t spec if ically in the s tylish mo torcyc le.

At presen t Hero Honda is marke t leader in Ind ian marke t.

Today there are var ious compan ies com ing to the Ind ian marke t and

this cer tainly will exist a cu tthroa t compe tition in this f ield. I have chosen

Hero Honda as the topic essence of my projec t. Today two wheeler consumer

due to ne w manufac tur ing en tran t has s tar ted ge tting a wide cho ice while

buy ing one. These gave to cons ider the fac ility prov ided by the two - whee ler.

The pr ice, m ileage, ma intenance and serv ice e tc while buy ing a two - wheeler.

A norma l cus tomer is qu it puzzl ed and faces for a even some time huge

prob lems in dec iding which b ike to buy. I rea lized the prob lem and dec ided to

take this up as a cha llenge and prov ided ans wer to as what is the requ iremen t

of Hero Honda.


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SUGGE STION

Serv ice prov ided by the serv ice s tation is so expens ive so try to reduce

the cos t of serv ice to ge t more popu lar ity be tween a ll two wheelers.

Try to reduce the cos t of spare par ts.

At presen t television and ne wspaper are mos t effec tive med ia, so pay

more a ttention toward ne wspaper for more pub licity in Durg- Bhilai

reg ion.

Ins tead of g iving b lack and white adver tisemen t, co lored adver tisemen t

shou ld be proffered.

Customer sa tisfac tion level is modera te and tr ies to increase cus tomer

satisfac tion.

Hero Honda shou ld deve lop a s trong transpor tation infras tructure to

increase immed iate de livery.

Inter personne l commun ication sk ill shou ld be deve loped with their

cus tomer to ge t con tinuous feedback.


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R .C.E.T. Bhilai 47

QUE STIONN AIRE

Q.No.1- Do you have any b ike?

Yes No

Q.No.2- Wh ich b ike you dr ive?

Hero Honda Bajaj

T.V.S O ther

Q.N0.3- In which fam ily income level do you fa ll?

1, 00,000 2, 00,000

3, 00,000 4, 00,000

Q.No.4- Ho w do you come to kno w abou t this b ike?

Ne wspaper Te levision Maga zine

Q.No.5- For what purpose do you use your mo tor b ike?

Off ice use Persona l use

Study purpose o ther

Q.No.6- In your b ike what feature you mos t want?

Pr ice M ileage

Speed Look


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R .C.E.T. Bhilai 48

Q.No.7- In mo torb ike why you purchased Hero Honda because in marke t var ious b ikes are ava ilab le?

Qua lity Fea tures

Pr ice R eliabilit y

Q.No.8- Af ter purchase this bike ho w you fee l its more re liab le?

Yes No No Commen tsQ.No.9- You want to add some ne w features or you are sa tisf ied?

Satisf ied No t satisf ied Add some fea tures

Q.No.10- Have this b ike is accord ing to your requ iremen t?

Yes No No Commen ts

Q.No.11- Wha t you say abou t the ma intenance?

Costly No ma intenance Leas t maintenance

Q.No.12- Wha t you say abou t its look and s tyles?

Good Bad Average

Q.No.13- You want to g ive any adv ice or any sugges tion abou t its presen t Fea tures?

Yes No No Commen ts

Q.No.14- Are you sa tisf ied with the cus tomer serv ice of your b ike?

Yes No

Q.No.15- Are you sa tisf ied with the sho wroom of your b ike?

Yes No

Q.No.16- If any company launch ne w bike you purchase or no t?

Yes No


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Hero Honda NITIN

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