Motorbike Analysis
Transcript of Motorbike Analysis
-
8/8/2019 Motorbike Analysis
1/16
CONSUMER PREFERENCE AND MARKETING STRATEGIES OF VARIOUS PLAYERS
(125CC) IN INDIA
PRESENTED BY : Amulya Pokhrel Anil Jain Ashish PuniaParshantRajesh SinghSatyanaryan Somani
-
8/8/2019 Motorbike Analysis
2/16
OBJECTIVESy Understanding of marketing strategies of various players of Motorbike
industry under aegis of marketing concepty Comparative analyis of performance of major player of motorbike industry y Consumer preferences/trends towards 125 cc segment
ROLE VIS--VIS FAILURE OF MARKETING STRATEGY & MARKETINGRESEARCH
y WHY/HOW
YAHAMA HAS LOST ITS EMINENCE
HERO HONDA ABLE TO RETAIN ITS POSITION
HOW BAJAJ HAS TURN THE TABLE
-
8/8/2019 Motorbike Analysis
3/16
M ETHODOLOGYy PRIMARY DATA
QUESTIONAIRE
INDUSTRY VISIT
y SECON DARY DATA
NEWSPAPER & MAGAZINES
JOURNALS
SIAM DATA
INTERNET
-
8/8/2019 Motorbike Analysis
4/16
QU ESTI NNAREA survey was conducted among 100 respondents around Delhi to elicit their responses on which the results and findings have taken shape in this project.
The data collection methodology used is both a combination of primary andsecondary.
The secondary data, about the 5 different bikes and their 5 companies, iscollected from the internet , newspaper , magazines and companies web sites.
The primary data collection was done using a questionnaire method.
The research methodology has taken into consideration the following factorsto find out the preferences among customers among the 5 brands :
-Gender, age, location,etc and to segment the market as per thevaried consumer groups.
-
8/8/2019 Motorbike Analysis
5/16
I TE P ET IO OF OU SU VEY
21%7%
24%32%
7% 9%
BAJAJ XCD DTS-SI 125CC
TVS FLAME
HONDA CBFSTUNNER Fi
HERO HONDA SPLENDOR-NXG
AMAHA GLADIATOR SS
OTHERS 0
5
10
15
20
25
30
35
40
Mileage Design Power Price service
3236
14 117
Brand recall is highest for Hero HondaNXZ and is the second highest forHonda Stunner.
Most People give highest weight ageto design or mileage while choosinga bike .A high percentage of peoplealso consider power to be the most
important to be the most importantfactors while making a choice
-
8/8/2019 Motorbike Analysis
6/16
I TE P ET TIO OF OU SU VEY
0
10
20
30
40
50
60
Strongly Agree
Agree Can't Say Disagree Strongly Disagree
11
56
2111 7 0
5
10
15
20
25
3035
40
45
50
Strongly Agree
Agree Can'tSay
Disagree Strongly Disagree
9
50
6
30
5
A high percentage of the people agree thatMileage is more important than Power.
50 people believe in availability of servicestation as important factor.
-
8/8/2019 Motorbike Analysis
7/16
Successive set involved in Consumer D ecision Mak ing: Ba sed
on Our Survey:
Total Set Awareness Set Consideration Set Choice Set Deci sion
Splendor NXGGladiator Bajaj XCD
Stunner Flame
Splendor NXGBajaj XCD
Honda-Stunner
Splendor NXGBajaj XCD
Hero HondaSplendor
NXG
?
-
8/8/2019 Motorbike Analysis
8/16
I TE P ET TIO OF SU VEY
INTERPRETATI O N:- The following developments are desiredby the people who were surveyed :
y Pick up of the bike should be more.y The company can go for better design.y Mileage should be increased.y Seating comfort should be more.y Price should be lowered.
-
8/8/2019 Motorbike Analysis
9/16
LIM IT TIO S OF THE ESE CH M ETHODOLOGY
y Research work was carried out in Delhi/NCR. The finding may not be applicable to the other parts of the country because of social and cultural differences.
y The sample size was only 100.
y Population taken young and educated
y The sample was collected by using convenience and randomsampling techniques. As such result may not give an exact
representation of the population.
y The views of the people may be biased therefore it may notreflect true picture.
-
8/8/2019 Motorbike Analysis
10/16
Market Capitalization of various player y HERO HONDA
y
BAJAJ
y YAMAHA
y
TVS
y HONDA
-
8/8/2019 Motorbike Analysis
11/16
BIKE SHOWROOM PRICE (RS.)
Splendor NXZ 43,545
Bajaj XCD 44,000
Yamaha Gladiator 52.520
TVS Flamer 48,990
Honda 67,430
COMPANYFEATURES
HERO HONDASPLENDOR
NXZ
BAJAJ XCD-125cc YAMAHAGLADIATOR
TYPE Commuter Commuter Commuter
TOP SPEED 97 mph 90 mph
WEIGHT 107 g 113 g 128 g
GEARS 4 speed 4 speed 5 speed
FUEL TANK CAPACITY
10.3 ltrs 8.0 ltrs 13 ltrs
FUEL GAUGE Analog Digital Analog
ENGINE Air Cooled , 4 stro e,SOHC
Air Cooled Air Cooled 5 stro eSOHC, 2-volve
FUELCONSUMPTION(CITY)
65 60 -
PRICE(Rs.) 43,545 44,000 52,500
PRICE COMPARISION OF VARIOUS BIKE PAYERS
.
VARIOUS FEATURES OF MAJOR THREE BIKE PLAYERS
-
8/8/2019 Motorbike Analysis
12/16
Hero Honda
HERO HONDA
TransformationalAppeals
Brand Theme AD Tagline
Competing onGlobal basis
Brand S trength
PositioningBrand Valuation
Brand Reinforcement
Brand Revitalization
Megamarketing
How Hero Honda able to retain its position ?
-
8/8/2019 Motorbike Analysis
13/16
B J J
Bajaj Tw -w M arket(Penetrated M arket)Lo w Price
Channalised
Distribution
T argetM arket
T argettores Bajaj Pro - biking
Platina,XCD
trong DealersNet w ork
Lo w ering the qualificationsfor potential buyers.
H o w BAJAJ abletoregainitsmarket?
-
8/8/2019 Motorbike Analysis
14/16
Y MA H Ay WH Y YAMA H A H A S L OS T IT S E MI NENCE?
y C H ALL ENGES A H E AD
F O - O G D G
-
8/8/2019 Motorbike Analysis
15/16
CO CLUSIO S & ECO M OD ATIOHero Honday Middle income classy Economical Pricey Regular Use use e.g. commutingYamahay Sporty Look y Pick Up
Honday DesignBajajy Cheap and Economical
-
8/8/2019 Motorbike Analysis
16/16
TH ANK YOU
QU ERIES ??