Project Report of Hero Honda

8/13/2019 Project Report of Hero Honda

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CONSUMER ATTITUDE TOWARDS PROMOTIONALSTRATEGY OF HERO MOTOR CORP

PROJECT REPORT

Submitted by

S.SUBASH NARMADESHVER

REGISTER NO: 3511010712

UNDER THE GUIDANCE OF

Mr.M.DANIEL RAJKUMAR

(Asst. Professor)

Faculty, Department Of Management Studies

In partial fulfillment for the award of the degree

Of

MASTER OF BUSINESS ADMINISTRATION

DEPARTMENT OF MANAGEMENT STUDIES

SRMSCHOOL OF MANAGEMENT

SRMUNIVERSITY

KATTANKULATHUR 603 203

MAY 2012


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BONAFIDE CERTIFICATE

This to certify that the project work entitled CONSUMER ATTITUDE

TOWARDS PROMOTIONAL STRATEGY OF HERO TWO WHEELER in IYYAPANMOTORS private ltd is a bonafide work done by S.SUBASH NARMADESHVER

[REGISTER NO: 3511010712]in partial fulfillment of the requirement for the award of Master

of Business Administration, is a record of the original research work done under the supervision

and guidance of Mr.M.DANIEL RAJKUMAR(Asst. Professor),SRM School of Management,

SRM University, Chennai during the academic year 2010 2012.

Submitted for Viva-Voce Examination held on_________

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

Mr.M.DANIEL RAJKUMAR DR.JAYSHREE SURESH

(Asst. Professor) (Dean, MBA)

(Project Guide)

------------------------------------External Examiner


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DECLARATION

I hereby declare that the project report entitled CONSUMER

ATTITUDE TOWARDS PROMOTIONAL STRATEGY OF HERO TWO WHEELER

Submitted to SRM School of Management in partial fulfillment of the requirement for the award

of the Degree of Master of Business Administration, is a record of the original research work

done under the supervision and guidance of Mr.M.DanielRajkumar,(Asst. Professor) , SRM

School of Management, SRM University, Chennai and that it has not formed the basis for the

award of any degree / associate ship / fellowship of other similar title to any candidate of any

university.

Place: Kattankulathur (S.SUBASHARMAESHVER)

Date: 3511010712


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ACKNOWLEDGEMENT

My training period had been a great learning experience and it wouldnt have been

without the support of various people, who helped me to accomplish my project successfully. I

express my sincere thanks to all those who had guided me in one or the other way.

I express my deposit and sincere thanks to our respected Dean Dr. (Mrs.) Jayashree

Suresh B.A., M.B.A., Ph.D. who has given me an opportunity to do this project.

My profound gratitude is also due to Mr.M.DANIEL RAJKUMAR(Asst.Professor)

faculty guide for their valuable guidance and constant encouragement successful completion of

this project.

I express my heartfelt thanks to Mr. S.GUNASEKAR ,Sales Manager of Iyyapan

Motors Pvt. Ltd, kulithalai , for giving me the permission and arranged for the needful help

and enabling me to undertake project in their esteemed and reputed organization.

Last but not least I submit my thanks to my parents, family members and friends for

providing me their support on my work.


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TABLE OF CONTENTS

LIST OF TABLES

LIST OF CHARTS

CHAPTER TITLE PAGE NO.

1 INTRODUCTION 1

2 INDUSTRY PROFILE 6

3 REVIEW OF LITERATURE 16

4 COMPANY PROFILE 29

5 METHODOLOGY 34

6 DATA ANALYSIS AND INTERPRETATION 37

7 FINDINGS,SUGGESTION AND CONCLUSION 84

8 ANNEXURE 87

9 BIBLIOGRAPHY 90


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LIST OF TABLES

TABLE NO TITLE PAGE NO.

1. Distribution of respondents based on age group 37

2. Distribution of respondents based on Monthly Income 39

3. Distribution of respondents based on the factors considered

in purchase of Hero Motor Cycle

41

4. Distribution of respondents based on gifts received from

Hero Motors

43

5. Distribution of the respondents based on the media

(Television) influenced to purchase Hero Two Wheelers

45


(Internet) influenced to purchase Hero Two Wheelers

47


(Newspaper) influenced to purchase Hero Two Wheelers

49


(Hoardings) influenced to purchase Hero Two Wheelers

51

9. Distribution of respondents based on advertisement of

Hero Motors in different media

53

10. Distribution of respondents based on different media of

advertising impressed

55

11. Distribution of respondents based on the factors of

advertisement in media (Television) impressed

57

12. Distribution of respondents based on the factors of 59


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advertisement in media (Newspaper) impressed


advertisement in media (Handouts) impressed

61


advertisement in media (Internet) impressed

63


advertisement in media (Hoardings) impressed

65

16. Distribution of respondents based on reaction after

watching advertisement of Hero Motors

67

17. Distribution of respondents based on opinion towards

advertisement of Hero Motors

69

18. Distribution of respondents based on celebrities to promote

Hero Motors

71

19 Distribution of respondents based on ratings about


73

20 Distribution of respondents based on influence of sales

promotion to purchase

75

21 Distribution of respondents based on the advertisement

they prefer

77

22 Distribution of respondents based on expectations from the

sales promotion of Hero Motors

79


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LIST OF CHARTS

CHART NO TITLE PAGE NO.

1. Distribution of respondents based on age group 38

2. Distribution of respondents based on Monthly Income 40

3. Distribution of respondents based on the factors considered

in purchase of Hero Motor Cycle

42

4. Distribution of respondents based on gifts received from

Hero Motors

44


(Television) influenced to purchase Hero Two Wheelers

46


(Internet) influenced to purchase Hero Two Wheelers

48


(Newspaper) influenced to purchase Hero Two Wheelers

50


(Hoardings) influenced to purchase Hero Two Wheelers

52

9. Distribution of respondents based on advertisement of

Hero Motors in different media

54

10. Distribution of respondents based on different media of

advertising impressed

56


advertisement in media (Television) impressed

58

12. Distribution of respondents based on the factors of 60


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advertisement in media (Newspaper) impressed


advertisement in media (Handouts) impressed

62


advertisement in media (Internet) impressed

64


advertisement in media (Hoardings) impressed

66

16. Distribution of respondents based on reaction after

watching advertisement of Hero Motors

68

17. Distribution of respondents based on opinion towards


70

18. Distribution of respondents based on celebrities to promote

Hero Motors

72

19 Distribution of respondents based on ratings about


74

20 Distribution of respondents based on influence of sales

promotion to purchase

76

21 Distribution of respondents based on the advertisement

they prefer

78

22 Distribution of respondents based on expectations from the

sales promotion of Hero Motors

80


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CHAPTER I

INTRODUCTION

1.1

INTRODUCTION

TO

THESTUDY

In todays intenselycompetitiveenvironment,companies todayareconstantly looking

for ways to attract customers by having a better understanding of changing customer

preferences. The Indian twowheeler industry is experiencing a major shift in its shape and

structure.Theestablishedplayers inthe industryaretakingahard lookattheirpromotionof

productsandare in theprocessofreshuffling them tomeet theattractionofcustomers.The

beneficiaryisofcoursetheconsumer,whohaveincreasedarrayofbrandstochooseproducts.

The last fourfiveyearshavebroughtaboutagreatchange in theconsumerattitude for two

wheelers. The market leaders of yesteryears are being driven to maintain their leadership

position intheforthcomingyears.Thosewhohavehadagreatgoing inthe lastfewyearsare

fighting hard to retain their new supremacy. The twowheeler industry is perhaps the most

happening place in terms of new models launched, upgraded products and innovative

marketing techniques. Today the Indian twowheeler market is highly competitive with

numerous players who offer anything and everything a consumer demands and that too at

affordableprice.Fromasellersmarketwhereonehadtowaitforascooterfor12yearstothe

dayswhenyoucanjustwalkintoanyshowroomanddriveoutinthevehicleofyourchoice,the

marketoftwowheelersinIndiahascomealongway.

ThestoryoftwowheelersinIndiaisagoodcasestudyofhowfortuneschangeovernight.Two

wheelersinIndiawerehardlypopularandHerowastheonlyplayer,whichhadcarvedaniche

formotorcycles.Earliermarketwassmallandlimitedwhilescootersruledtheroostbuttoday,

itisoneofthebiggestsuccessstories.


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Riding high on the expectations of consumers, Hero has successfully crossed over the one

million units mark in sales. As a part of this initiative, it started a mobile workshop and

showroom, through which people will be able to gather knowledge about the companies'

vehiclesandcanalsobuy them.ThesemobilemarketingeffortsarefocusedonSplendorand

Joy.

1.2NEED FOR THE STUDYIn todays scenario when customer attraction is the mantra for success, a study on

factorsinfluencingconsumerattitudetowardspromotionalstrategyisanecessity.

TheIndiantwowheeler(2W)industryhasshownastrongvolumegrowthoverthelast

twoyears,havinggrownby25%in200910and27%in201011toreach13.3millionunits.

Of

thismotorcyclesaccountedforalmost80percent.Thetwowheelerbusinesshasacquiredthe

characteristicsofamaturedmarket,drivenbymomentumofnewproductlaunches,offerofa

largevarietyofmodelsforcustomersandverycompetitivemarketingandfinancing.Notably,

premium motor cycle consolidated their importance both in terms of brand image and

relatively good market share. Manufacturers such as Hero, Honda, Yamaha and Suzuki grew

fasterthan industryaverage,albeitfromasmallbase,astheyfocusedonpremiumproducts.

Scootersaleshavealsostarted topickupagainunderscoringsome resurgenceof thissector

after almost a decade of decline. This parallels a global trend where scooters are becoming

more popular as chic, stylish and practical urban commuter vehicles. The dynamics here are

obviouslycloselylinkedtobuyerprioritiesandroadtrafficconditions.

BrandHerohasastrongpresenceinthemarketanditisdifficulttopromoteinallareas.

The recent recession across the globe had its own repercussions in the automobile

sectoralso,intermsofslowingdownofsalesetc.Oflatetheindustryisrecovering.Againstthis

backdroptheIndianautoindustryfaredbetter.

The present study deals with the factors influencing consumer attitude towards

promotionalstrategyofHeroTwoWheeler.


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1.3OBJECTIVE OF THE STUDY

To know about the promotion strategies of the Hero Moto Corp. To know the customer attraction towards various promotional strategy in term of

rank.

To know the customer buying behaviour of various models of Hero motorcycle. To know the customer attitude towards sales promotion and advertisement by

Hero Moto Corp.

To know their marketing strategies, product and the services they deliver.

1.4SCOPEOFTHESTUDY:Thisstudycoversthepromotionswhichinfluencethecustomerstooptforaparticular

brand Hero motor cycles. This survey will help the company to evaluate their marketing

strategies,productandtheservicestheydeliver.Thiswillactasatoolforthecompanytoknow

theirpromotioneffectivenessinthemarket.Itcoversthebuyingbehaviorofthecustomers.


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1.5LIMITATIONOFTHESTUDY:Themainlimitationofthestudyisasfollows,

The results are based entirely on survey conducted in kulithalai location andcannot be generalized as a whole for other geographical regions.

This study is based upon primary data so any wrong information given by therespondent may mislead the findings.

Therespondentsmaybebiasedaboutfurnishingtheinformation. Involves a great deal of money and time. Data collected under this technique is subjective in nature therefore they may not

lend easily to quantitative checks.


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CHAPTER II

INDUSTRY PROFILE

2.1ABOUT THE INDUSTRY

India is the second largest producer and manufacturer of two-wheelers in the world. Indian

two-wheeler industry has got spectacular growth in the last few years. Indian two-wheeler industry

had a small beginning in the early 50's. The Automobile Products of India (API) started

manufacturing scooters in the country.

Bikes are a major segment of Indian two wheeler industry, the other two being scooters and

mopeds. Indian companies are among the largest two-wheeler manufacturers in the world. The

two-wheeler market was opened to foreign companies in the mid 1980s. The openness of Indian

market to foreign companies leads to the arrival of new models of two-wheelers into India. Easy

availability of loans from the banks, relatively low rate of interest and the discount of prices

offered by the dealers and manufacturers lead to the increasing demand for two-wheeler vehicles

in India. This leads to the strong growth of Indian automobile industry.

Key players in the Two-wheeler Industry

After facing its worst recession during the early 1990s, the two-wheeler industry bounced

back with a 25% increase in volume sales in February 1995. The scooters are considered as family

vehicles. There are many two-wheeler manufacturers in India. Major players in the 2-wheeler

industry are Hero Motors corp. (HHML), Bajaj Auto Ltd (Bajaj Auto) and TVS Motor Company

Ltd (TVS).

The other key players in the two-wheeler industry are Kinetic Motor Company Ltd (KMCL),

Kinetic Engineering Ltd (KEL), LML Ltd (LML), Yamaha Motors India Ltd (Yamaha), Majestic

Auto Ltd (Majestic Auto), Royal Enfield Ltd (REL) and Honda Motorcycle & Scooter India (P)

Ltd (HMSI).


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2.2ABOUT THE COMPANY

Hero Moto Corp (Hero Honda)

Logo

Parent Company Hero Group

Category Motorcycles, Scooters

Sector Two-Wheelers

Tagline/ Slogan Hum mei hai Hero; Desh ki Dhadkan (HeroHonda)

USP Wide product variety, excellent & high customer loyalty

STP

Segment Young boys looking for fast sporty bikes for Indian roads

Target Group Young boys in the age 18-30 middle class

Positioning Every person has a hero and a winner within ones self

Product Portfolio

Brands

1. CBZ 2. Karizma

3. Passion 4.Pleasure

5. Splendor 6. Impulse

7.glamour 8.cd dawn

9.hunk
http://www.mbaskool.com/brandguide/automobiles/357-hero-honda-cbz.htmlhttp://www.mbaskool.com/brandguide/automobiles/361-hero-honda-karizma.htmlhttp://www.mbaskool.com/brandguide/automobiles/361-hero-honda-karizma.htmlhttp://www.mbaskool.com/brandguide/automobiles/363-hero-honda-passion.htmlhttp://www.mbaskool.com/brandguide/automobiles/359-hero-honda-pleasure.htmlhttp://www.mbaskool.com/brandguide/automobiles/359-hero-honda-pleasure.htmlhttp://www.mbaskool.com/brandguide/automobiles/360-hero-honda-splendor.htmlhttp://www.mbaskool.com/brandguide/automobiles/1286-hero-impulse.htmlhttp://www.mbaskool.com/brandguide/automobiles/1286-hero-impulse.htmlhttp://www.mbaskool.com/brandguide/automobiles/1286-hero-impulse.htmlhttp://www.mbaskool.com/brandguide/automobiles/360-hero-honda-splendor.htmlhttp://www.mbaskool.com/brandguide/automobiles/359-hero-honda-pleasure.htmlhttp://www.mbaskool.com/brandguide/automobiles/363-hero-honda-passion.htmlhttp://www.mbaskool.com/brandguide/automobiles/361-hero-honda-karizma.htmlhttp://www.mbaskool.com/brandguide/automobiles/357-hero-honda-cbz.html


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SWOT Analysis

Strength

1. Huge brand equity and one of the biggest players in the two

wheelers Indian market

2. Excellent R&D, and wide variety of products in every segment.3. Excellent distribution, over 3000 dealerships and service centers

4. Good and excellent rebranding from Hero Honda to Hero Moto Corp

Weakness

1. Absence in the premium bike segment

2.High imports for its spare parts i.e. over 30% imports

3. Most of the products have similar features and low on design and

innovation

Opportunity

1.Two-wheeler segment is one of the most growing industries

2.Export of bikes is limited i.e. untapped international markets.

Threats

1. Strong competition from Indian as well as international brands

2. Dependence on government policies and rising fuel prices

3. Better public transport will affect two-wheeler

Competition

Competitors

1. Yamaha

2. Bajaj Auto

3.TVS

4.Suzuki

5. Harley Davidson

6. Royal Enfield

7. Ducati


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HERO MOTO CORP

Hero Moto Corp formerly Hero Honda is a motorcycleand scootermanufacturer based in

India. Hero Honda started in 1984 as a joint venture between Hero Cyclesof India and Hondaof

Japan. The company is the largest two wheeler manufacturer in India. The 2006 Forbes 200 Most

Respected companies list has Hero Honda Motors ranked at 108.

Hero is the brand name used by the Munjal brothers for their flagship company Hero Cycles

Ltd. A joint venture between the Hero Group and Honda Motor Company was established in

1984 as the Hero Honda Motors Limited at DharuheraIndia. Munjal family and Hondagroup

both own 26% stake in the Company. In 2010, it was reported that Honda planned to sell its

stakein the venture to the Munjal family.

During the 1980s, the company introduced motorcycles that were popular in India for their fuel

economy and low cost. A popular advertising campaign based on the slogan 'Fill it - Shut it -

Forget it' that emphasised the motorcycle's fuel efficiency helped the company grow at a

double-digit pace since inception. The technology in the bikes of Hero Honda for almost 26

years (19842010) has come from the Japanese counterpart Honda.

Hero Honda has three manufacturing facilities based at Dharuhera, Gurgaonin Haryanaand at

Haridwarin Uttarakhand. These plants together are capable of churning out 3 million bikes per

year. Hero Honda has a large sales and service network with over 3,000 dealerships and service

points across India. Hero Honda has a customer loyalty program since 2000, called the Hero

Honda Passport Program.

TerminationofHondajointventure

In December 2010, the Board of Directors of the Hero Honda Group has decided to

terminate the joint venture between Hero Group of India and Honda of Japan in a phased

manner.TheHeroGroupwouldbuyoutthe26%stakeoftheHondainJVHeroHonda.Under

the jointventureHeroGroupcouldnotexporttointernationalmarkets(exceptSriLanka)and

the terminationwouldmean thatHeroGroupcannowexport.Sincethebeginning,theHero

Group reliedon their JapanesepartnerHonda for the technology in theirbikes.So thereare
http://en.wikipedia.org/wiki/Motorcyclehttp://en.wikipedia.org/wiki/Scooter_(motorcycle)http://en.wikipedia.org/wiki/Hero_Cycleshttp://en.wikipedia.org/wiki/Hondahttp://en.wikipedia.org/wiki/Dharuherahttp://en.wikipedia.org/wiki/Hondahttp://en.wikipedia.org/wiki/Hero_Honda_Splithttp://en.wikipedia.org/wiki/Hero_Honda_Splithttp://en.wikipedia.org/wiki/Hondahttp://en.wikipedia.org/wiki/Dharuherahttp://en.wikipedia.org/wiki/Gurgaonhttp://en.wikipedia.org/wiki/Haryanahttp://en.wikipedia.org/wiki/Haridwarhttp://en.wikipedia.org/wiki/Uttarakhandhttp://en.wikipedia.org/wiki/Uttarakhandhttp://en.wikipedia.org/wiki/Haridwarhttp://en.wikipedia.org/wiki/Haryanahttp://en.wikipedia.org/wiki/Gurgaonhttp://en.wikipedia.org/wiki/Dharuherahttp://en.wikipedia.org/wiki/Hondahttp://en.wikipedia.org/wiki/Hero_Honda_Splithttp://en.wikipedia.org/wiki/Hero_Honda_Splithttp://en.wikipedia.org/wiki/Hondahttp://en.wikipedia.org/wiki/Dharuherahttp://en.wikipedia.org/wiki/Hondahttp://en.wikipedia.org/wiki/Hero_Cycleshttp://en.wikipedia.org/wiki/Scooter_(motorcycle)http://en.wikipedia.org/wiki/Motorcycle


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concerns that the Hero Group might not be able to sustain the performance of the Joint

Venturealone.

HeroMoto

Corp

Thenewbrandidentityandlogo,HeroMotoCorp,wasdevelopedbytheLondonfirm

WolffOlins.Thelogowasrevealedon9August2011inLondon,thedaybeforethethirdtest

matchbetweenEnglandandIndia.

Hero Moto Corpcan now export to Latin America, Africa and West Asia. Hero is free to use

any vendors for its components instead of just Honda-approved vendors.

Companysperformance

Duringthefiscalyear201011,thecompanysold3.7millionbikes,agrowthof12%overlast

year. In the same year, the company had a market share of 57% in the Indian market.Hero

sellsmoretwowheelersthanthesecond,thirdandfourthplacedtwowheelercompaniesput

together.Hero'sbikeSplendorsellsmorethanonemillionunitsperyear.

Total unit sales of 54,02,444 two wheelers, growth of 17.44 percent Total net operatingincome of Rs. 19401.15 Crores, growth of 22.32 per cent.

Net profit after tax at Rs. 1927.90 Crores. Total dividend of 5250% or Rs. 105 per share including Interin Dividend of Rs. 70 per

share on face value of each share of Rs. 2 each.

EBIDTA margin for the year 13.49 per cent EPS of Rs. 96.54-
http://en.wikipedia.org/wiki/Wolff_Olinshttp://en.wikipedia.org/wiki/Wolff_Olinshttp://en.wikipedia.org/wiki/Wolff_Olinshttp://en.wikipedia.org/wiki/Test_crickethttp://en.wikipedia.org/wiki/Test_crickethttp://en.wikipedia.org/wiki/Test_crickethttp://en.wikipedia.org/wiki/Test_crickethttp://en.wikipedia.org/wiki/Test_crickethttp://en.wikipedia.org/wiki/Wolff_Olins


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2.3HISTORY

HeroMotoCorpwasstartedin1984asHeroHondaMotorsLtd.

1956

Formation

of

Hero

Cycles

in

Ludhiana(majestic

auto

limited)

5 HeroCyclesbecomeslargestbicyclemanufacturerinIndia.197 3 JointCollaborationAgreementwith198 HondaMotorCo.Ltd.ShareholdersAgreement

signed.

4 HeroHondaMotorsLtd.Incorporated.198 5 HeroHondamotorcycleCD100launched.198 9 HeroHondamotorcycleSleeklaunched.198 1 HeroHondamotorcycleCD100SSlaunched.199 4199 HeroHondamotorcycleSplendorlaunched. 7 HeroHondamotorcycleStreetlaunched.199 9199 HeroHondamotorcycleCBZlaunched. 1200 HeroHondamotorcyclePassionandHeroHondaJoylaunched. 2 HeroHondamotorcycleDawnandHeroHondamotorcycleAmbitionlaunched.200 3 HeroHonda,motorcycleCDDawn,HeroHondamotorcycleSplendor,HeroHonda200

motorcyclePassionPlusandHeroHondamotorcycleKarizmalaunched.

4 HeroHondamotorcycleAmbition135andHeroHondamotorcycleCBZ*launched.200 roHondamotorcycleSuperSplendor,HeroHondamotorcycleCDDeluxe,Hero2005 He

Honda motorcycle Glamour, Hero Honda motorcycle Achiever and Hero Honda Scooter

Pleasure.
http://en.wikipedia.org/wiki/Hero_Cycleshttp://en.wikipedia.org/wiki/Hero_Cycleshttp://en.wikipedia.org/wiki/Hero_Cycleshttp://en.wikipedia.org/wiki/Honda_Motorhttp://en.wikipedia.org/wiki/Honda_Motorhttp://en.wikipedia.org/wiki/Honda_Motorhttp://en.wikipedia.org/wiki/Hero_Honda_Splendorhttp://en.wikipedia.org/wiki/Hero_Honda_Splendorhttp://en.wikipedia.org/wiki/Hero_Honda_Splendorhttp://en.wikipedia.org/wiki/Hero_Honda_Splendorhttp://en.wikipedia.org/wiki/Hero_Honda_Splendorhttp://en.wikipedia.org/wiki/Hero_Honda_Splendorhttp://en.wikipedia.org/wiki/Hero_Honda_Splendorhttp://en.wikipedia.org/wiki/Hero_Honda_CBZhttp://en.wikipedia.org/wiki/Hero_Honda_CBZhttp://en.wikipedia.org/wiki/Hero_Honda_CBZhttp://en.wikipedia.org/wiki/Hero_Honda_CBZhttp://en.wikipedia.org/wiki/Hero_Honda_CBZhttp://en.wikipedia.org/wiki/Hero_Honda_CBZhttp://en.wikipedia.org/wiki/Hero_Honda_CBZhttp://en.wikipedia.org/wiki/Hero_Honda_Passionhttp://en.wikipedia.org/wiki/Hero_Honda_Passionhttp://en.wikipedia.org/wiki/Hero_Honda_Passionhttp://en.wikipedia.org/wiki/Hero_Honda_Passionhttp://en.wikipedia.org/wiki/Hero_Honda_Passionhttp://en.wikipedia.org/wiki/Hero_Honda_Passionhttp://en.wikipedia.org/wiki/Hero_Honda_Passionhttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Passionhttp://en.wikipedia.org/wiki/Hero_Honda_CBZhttp://en.wikipedia.org/wiki/Hero_Honda_Splendorhttp://en.wikipedia.org/wiki/Honda_Motorhttp://en.wikipedia.org/wiki/Hero_Cycles


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7 NewModelsofHeroHondamotorcycleSplendorNXG,NewModelsofHeroHonda200motorcycle CD Deluxe, New Models of Hero Honda motorcycle Passion Plus andHero

HondamotorcycleHunklaunched.

8 NewModelsofHeroHondamotorcyclesPleasure,200 CBZXtreme,Glamour,GlamourFiandHeroHondamotorcyclePassionProlaunched.

leKarizma:Karizma ZMRandlimitededition2009 NewModelsofHeroHondamotorcycofHeroHondamotorcycleHunklaunched

Pro andNewHero Honda2010 New Models of Hero Honda motorcycle SplendormotorcycleHunkandNewHeroHondaMotorcycleSuperSplendorlaunched.

Glamour, Glamour FI, CBZ Xtreme and2011 New Models of Hero Honda motorcyclesKarizmalaunched.

2011 NewlicensingarrangementsignedbetweenHeroandHonda. ust 2011 Hero and Honda part company, thus forming Hero Moto CorpAug

andHondamovingoutoftheHeroHondajointventure.

ember2011 HerolauncheditsfirsteverOffRoadBikeNamedHeroNov "I mpulse". il2012HeroMotoCorpcontinueditsstrongsalesmomentumbyselling5,51,557unitsApr

highesteverforanymonth.
http://en.wikipedia.org/wiki/Hero_Honda_Hunkhttp://en.wikipedia.org/wiki/Hero_Honda_Hunkhttp://en.wikipedia.org/wiki/Hero_Honda_Hunkhttp://en.wikipedia.org/wiki/Hero_Honda_Hunkhttp://en.wikipedia.org/wiki/Hero_Honda_Hunkhttp://en.wikipedia.org/wiki/Hero_Honda_Hunkhttp://en.wikipedia.org/wiki/Hero_Honda_Hunkhttp://en.wikipedia.org/wiki/Hero_Honda_Hunkhttp://en.wikipedia.org/wiki/Hero_Honda_CBZ_Xtremehttp://en.wikipedia.org/wiki/Hero_Honda_CBZ_Xtremehttp://en.wikipedia.org/wiki/Hero_Honda_CBZ_Xtremehttp://en.wikipedia.org/wiki/Hero_Honda_CBZ_Xtremehttp://en.wikipedia.org/wiki/Hero_Honda_CBZ_Xtremehttp://en.wikipedia.org/wiki/Hero_Honda_CBZ_Xtremehttp://en.wikipedia.org/wiki/Hero_Honda_CBZ_Xtremehttp://en.wikipedia.org/wiki/Hero_Honda_CBZ_Xtremehttp://en.wikipedia.org/wiki/Hero_Honda_CBZ_Xtremehttp://en.wikipedia.org/wiki/Hero_Honda_CBZ_Xtremehttp://en.wikipedia.org/wiki/Hero_Honda_CBZ_Xtremehttp://en.wikipedia.org/wiki/Hero_Honda_CBZ_Xtremehttp://en.wikipedia.org/wiki/Hero_Honda_CBZ_Xtremehttp://en.wikipedia.org/wiki/Hero_Honda_CBZ_Xtremehttp://en.wikipedia.org/wiki/Hero_Honda_CBZ_Xtremehttp://en.wikipedia.org/wiki/Hero_Honda_CBZ_Xtremehttp://en.wikipedia.org/wiki/Hero_Honda_CBZ_Xtremehttp://en.wikipedia.org/wiki/Hero_Honda_CBZ_Xtremehttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_Karizmahttp://en.wikipedia.org/wiki/Hero_Honda_CBZ_Xtremehttp://en.wikipedia.org/wiki/Hero_Honda_CBZ_Xtremehttp://en.wikipedia.org/wiki/Hero_Honda_Hunkhttp://en.wikipedia.org/wiki/Hero_Honda_Hunk


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2.4CHAIRMANSPROFILE

Dr.BrijmohanLallMunjal

"Don'tdreamifyoucan'tfulfillyourdreams''BrijmohanLallMunjal

fondofsaying.Thefounderandpatriarchofthe$3.2

lassicfirstgenerationentrepreneur.He

Instinctivefromayoun age,BrijmohanLallmadearatherunusualstartinlife.Aroundthetime

whenthefreedommovementinIndiawastakingshapeinthelate1920s,hewalkedintoa

newlyopenedGurukul(Indianheritageschool)nearhishomeinKamalia(nowinPakistan).He

whenheandhisbrothersrelocatedtoLudhiana.Thefamilysetup

companythatprovidedpoorpeoplewithbasictransport(cycles).Threedecadeslater,as

etworks.Companiesjustproduced,andmostdealersfunctionedliketraders.Brijmohan

businessbytrustinghisgutinstincts;introducingbusinessnormsthat

iesof

uch

isoften

billionHeroGroupisyourc

isamanwhostartedsmall,dreamtbigandusedacombinationof

gritandperseverancetocreateoneofthecountry'slargest

corporategroupsandtheWorld'sNo.1TwoWheelerCompany.

g

wasonlysixyearsoldthen.

Thusbegananextraordinarytaleofcourageandperseverance.Brijmohanbeganhisbusiness

storyafterpartitionin1947,

a

Indiaevolved,headdedasecondcrucialchapter whichvisualizedaffordableand

technologicallysuperiortransporttomillionsofmiddleclassIndians.Therestishistory.

BuildingRelationships

WhenBrijmohanandhisbrothersstartedout,therewasnoconceptoforganizeddealer

n

changedtherulesofthe

wereaheadoftheirtime,andbyinvestinginstrategicrelationships.Brijmohanbuiltaser

bondsandnetworkswithhundredsoffamilymembers,vendors,dealersandemployees.M

liketheJapanesekeiretsusystem,thesenetworksarenowthegluethatholdstheHeroGroup

together.


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ThankstotherelationshipsthatwehavenurturedsopassionatelyintheHeroFamily,the

youngergenerationsofsomeofourbicycledealershavebecomedealersofHeroMotoCorp.

Theserelationshipshavesurvivedthroughgenerations throughbadtimesandgoodtimes''

thepatriarchnowreminiscences.

Besidesbondingwithhisvendorsanddealers,Brijmohanhasbeenpersonallyresponsiblefor

kindlingaspiritofentrepreneurshipamongsthisemployees,andtoday,40ofhisformer

employeesaresuccessfulentrepreneurs.

StayingAhead

Thoughnottechnicallyqualifiedintheconventionalsense,fewofhiscontemporaries

haveunderstoodthedynamicsoftechnologybetterthanBrijmohanLallhas.Hecouldalways

visualizetheapplicabilityoftechnologybeforeotherscould.Forexample,inthe1980s,when

alltwowheelercompaniesinIndiaoptedfortwostrokeenginetechnology,Brijmohan

preferredafourstrokeengine atechnologythatdramaticallyincreasedfuelefficiencyand

reducedmaintenancecosts.ThistechnologywasoneofthebiggestreasonsforHeroMoto

Corp'sstupendoussuccess.

A

Corporate

Citizen

xchangeowesitsexistencetoBrijmohan'svisionasdoesthe

He'salsosetupthenonprofitDayanandMedicalCollegeandHospitalan

institutenowratedasoneofthebestmedicalcollegesinIndia

ation whichBrijmohansetup

inmemoryofhiseldestson,todayrunsahighersecondaryschoolandaverymodernandwell

equipped100bedhospitalatDharuhera.Thegrouphasalsoadoptednumerousvillagesand

provideseducation,vocationaltraining,drinkingwater,roads,streetlightsandsewerage.

TheLudhianaStockE

LudhianaFlyingClub.

InandaroundDharuhera,nearthefirstHeroMotoCorpplant,Brijmohanandhisfamilyhave

lefttheirstampofphilanthropy.TheRamanKantMunjalFound

Dr.BrijmohanLallMunjal

Chairman


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2.5MessagefromManagement

"What the caterpillar calls the end, the rest of the world calls a butterfly."~Lao Tzu~

Constant improvementhasbeen thekey fuel thathaspowered theengines of this company

sinceinception.Happily,wearenowbuildingonthatmomentumtogofurtherinour journey

ofmarketleadershipandcorporateexcellence.Afterforgingtogetheroneoftheworld'smost

prolific and successful joint ventures for over two and a half decades, and becoming

"DeshkiDhadkan" we at Hero are now poised to prove ourselves on the global arena.

WearepleasedtoannouncethatHeroHondaMotorsLtd.isnowHeroMotoCorpLtd.Thenew

name is reflective of our belief in us and our focus on mobility and technology.

In this endeavor, our domain knowledge of the market, our customercentric approach, our

world class manufacturing facilities & processes, our committed and skilled personnel, our

seamless&integratedsupplychainandourstrongrelationshipswithallstakeholderswillhold

us in good stead.

On the technology front, our existing R & D facility is being rapidly upgraded with support,

where required, from global experts and technology providers. As we embark on this novel

journeywithanewidentity,weshallcontinuetosetnewbenchmarksfortheindustry.Weshall

developnewandcuttingedgeproductsatafasterpaceandaggressivelyexpandourfootprint

outsideIndia.

ancountonyourblessingsandcontinuedendorsementoftheCompanyandits

products.

Best,

PawanMunjal

ijmohanLall

Yes,anewdayhasdawnedandanewHeroisrising.

Weknowwec

Dr.Br


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CHAPTERIII

REVIEW OF LITERATURE

3.1Promotion

salesdependnotonlyonitsphysicalqualitiesbutalsoonadvertisingand

promotion. Hence promotion must grow out of firms total merchandizing process. If outlets

ingaretwotypesofpromotion:

tion in mass media (e.g. TV, radio, newspapers,

internet,mobilephonesandhistorically illustratedsongs) inwhichtheadvertiserpays

2.at promotion is taking place. E.g.

The sp i x or promotional plan. These

elementsarepersonalselling,advertising,salespromotion,directmarketing,andpublicity.A

Merchandizing

promotional efforts are not in harmony with decisions on pricing and other elements a

confusing and distorted image of outlet will result. A proper communication can only be

developedinthecontextofthefirmsobjectivesandofitsmarketingstrategies.Theadvertising

shouldseektotapthebuyingmotivationofthespecificmarketgroupstowhichpromotion is

directed.

Thefollow

1. Above the line promotion: Promo

anadvertisingagencytoplacetheadvertisement

Belowthe linepromotion:Allotherpromotion.Muchofthisis intendedtobesubtitle

enough for the consumer to be unaware th

sponsorship, product placement, testimonials, sales promotion, merchandising, direct

mail,personalselling,publicrelationsandtradeshows

ecification of five elements creates a promotional m

promotionalmixspecifieshowmuchattentiontopaytoeachofthefivesubcategoriesandhow

muchmoneytobudgetforeach.
http://en.wikipedia.org/wiki/Above_the_line_promotionhttp://en.wikipedia.org/wiki/Above_the_line_promotionhttp://en.wikipedia.org/wiki/Above_the_line_promotionhttp://en.wikipedia.org/wiki/Mass_mediahttp://en.wikipedia.org/wiki/Mass_mediahttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Below_the_line_promotionhttp://en.wikipedia.org/wiki/Consumerhttp://en.wikipedia.org/wiki/Consumerhttp://en.wikipedia.org/wiki/Consumerhttp://en.wikipedia.org/wiki/Sponsor_%28commercial%29http://en.wikipedia.org/wiki/Product_placementhttp://en.wikipedia.org/wiki/Product_placementhttp://en.wikipedia.org/wiki/Product_placementhttp://en.wikipedia.org/wiki/Testimonialhttp://en.wikipedia.org/wiki/Sales_promotionhttp://en.wikipedia.org/wiki/Sales_promotionhttp://en.wikipedia.org/wiki/Sales_promotionhttp://en.wikipedia.org/wiki/Merchandisinghttp://en.wikipedia.org/wiki/Merchandisinghttp://en.wikipedia.org/wiki/Merchandisinghttp://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/Merchandisinghttp://en.wikipedia.org/wiki/Sales_promotionhttp://en.wikipedia.org/wiki/Sales_promotionhttp://en.wikipedia.org/wiki/Testimonialhttp://en.wikipedia.org/wiki/Product_placementhttp://en.wikipedia.org/wiki/Sponsor_%28commercial%29http://en.wikipedia.org/wiki/Consumerhttp://en.wikipedia.org/wiki/Below_the_line_promotionhttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/TVhttp://en.wikipedia.org/wiki/Mass_mediahttp://en.wikipedia.org/wiki/Above_the_line_promotion


25/93

Thepromotionobjectivesare

) Additional Buyers Imaginative in store point of sale promotions may expand sales by

attractingnewbuyersfortheproduct.

2)ReminderPromotions Sucheffortareutilizedingettingcustomerstostock

nalincreasesinsales,anticipatedproduct

ers toswitch

brandsorstoresusuallythesearethepricewars.

4) Image Development This helps in identification of the store towardsaparticularmarket

nicheandconsistentlypromotingit.

5)MarketPositioning Torepositionthestoreinthemindsofcustomerssoastobroadenthe

consumerbase.

foraugmentingsalesofourcompanysproductsisallsoeasyifweapply

e absence of an appropriate marketing strategy the

saleofonlineproductscannotgrow.Publishingnewslettersandmagazinearticlescanbeapart

fpotentialcustomerlikeDemographics(age,income.location).

n like Newspapers, Magazines, Television, Radio,

Outdooradvertisement,DirectAdvertisement,andcatalogs.

InfluenceofCommunicationwhichdependsuponGroupandCulture.

1

Largeamountofproductspriortoseaso

Shortagesandanticipatedpriceincreases.

3) Consumer Conversion Theseare thecampaigns launched toget theconsum

3.1.2ImportanceofPromotionStrategy!

Promotingawebsite

the right online marketing strategy. In th

ofourmarketingcampaign.

3.1.3Factorsthataffectthepromotionare

TheCharacteristico

The media used for the promotio


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3.1.4Fa

Audienceinvolvementwitht h e p r o g r a m

Theabilitytoprovideaspecializedaudiencewithgroupidentification

Theabilitytooffertheadvertiseramonopolyovercommunicationonthesubject

Thequalityoftheadvertisingreproduction

Thetimeofmessagedelivery

Theavailablebudgetandthecostofvariousmedia

Competitivepromotionalcampaign

onalStrategyAcontinuousPr

ctorsthathavemajorimpactonthemediaselectionare

DeterminingPromotionalobjectives

ocess

Establishingoverallpromotionalbudget

Selectingthepromotionalmix

Implementingthepromotionalmix

Reviewing&revisingthepromotionalplan

Promoti


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3.2PromotionMix

A business' total marketing communications program is called the "promotional mix"

and consists of a blend of advertising, personal selling, sales promotion and public relations

note,wedescribethefourkeyelementsofthepromotionalmixinmore

nalselling

ting

ols

nethefourmainelementsofthepromotionalmixbeforeconsideringtheir

strengthsandlimitations.

(1)Advertising

personalcommunicationofideasorproductsinthe"primemedia":

i.e. television, newspapers, magazines, billboard posters, radio, cinema etc. Advertising is

and to inform. The two basic aspects of advertising are the message

onal selling may focus initially on developing a relationship with the potential

buyer,butwillalwaysultimatelyendwithanattemptto"closethesale".

tools.Inthisrevision

detail.

Advertising

Perso

Directmarke

Salespromotion

Publicrelationsto

It ishelpfultodefi

Anypaidformofnon

intended to persuade

(what you want your communication to say) and the medium (how you get your message

across).

(2)Personal

Selling

The pers


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(3)SalesPromotion

Salespromotionmeanssellingtheexistingproductthroughmanytechnique i.e.,personal

elling, advertisement, publicity reducing the price and demonstration of the product in the

formalway.

Thesalespromotion istechniquetosellexistingproductthroughvariousmedia,reducingthe

implemented as well as executed the same to improve its sale of Hero two

ment regarding its product through various media such as distributions of written

materials,charts,posters,wallpastingandevenothertools likeTV,handoutsandbanners.A

of company to promote advertisement is undertaken the main motto is to

subdealers.Thesubdealersadaptthetechniquesofsalespromotioninordertomake

bettersales.Specially, thesesubdealersdeal inurbanareasandadvise thecustomersabout

ofbikes.

s

pricebyimprovingquality,demonstrationoftheproductconductingseminarsetc.Ithasbeen

observed that dealers for Hero two wheeler vehicles had formulated suitable promotion

measures and

wheeler vehicles.

The following are the sales promotion functions to distribute the product to customers by

dealers.

Advertisement

Dealer Iyyapan Motors, kulithalai, for Hero two wheeler vehicles has under taken

advertise

huge investment

attract thecustomers in largetobuy theirproductratherthanswitching tootherbrand, it is

dear from survey that the dealers are able to sell its products on a larger scale in the study

region.

SubDealers

It is observed that dealers has initiated as measure to promote the sale of its product

through

thequalification


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ExchangeMela

Itisoneofbeautifulwayofpromotingsalesinbulkinagivenperiodoftime.Thismethod

has been adapted frequently andelaboratelyby the dealers to make a large sale of vehicles

with exchange of any old vehicles. This technique is concentrated in more by dealers to

romoteitssales.

ServiceandTechnicalAdvice:

Notonlythere isconcentrationonsellingbutalsothere ismuch importancegivenbythe

(4)Publicity

ofaproduct,brandorbusinessbyplacing information about

the media without paying for the time or media space directly, Otherwise known as "Public

3.3ConsumerAttitudes

Anattitudeisapositiveornegativeevaluationofasocialobjectoraction.Manytheories

inwhatcircumstances,attitudesareimportantdeterminantsofbehavior.An

attitudetowardsomethingshouldthusnotbetakentoimplythatattitudeconsistentbehavior

Attitudeindicatesknowledge,feelingsandintendedactionforthegivenstimulus.

p

Display

The way how dealers display the vehicles is important concern of promoting sales.

There is largeunitofdifferentvehiclesdisplayed in itsshowroomwhere in, itattracts lotof

customerstopurchaseitsproducts.

dealersonserviceandtechnicaladvisesbytheconcernedauthority.

The communication

Relations"orPR.

ofattitudes (e.g. thewellknown theoryofplannedbehavior,1985)haveattitudeasa factor

involved in determining behavioral choices however there is considerable continuing debateaboutwhen,and

willautomaticallyfollow.


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FormationofConsumerAttitude

Individualsacquireattitudesfromseveralsourcesbutthepointtobe ssedisthatthe

attitudesareacquiredbutnotinherited.Themostimportantsourcesofacquiringareattitudes

aredirect experiencewith the object,association, family,neighborhood, economyandsocial

position,andmeanscommunicatio

stre

n.

iativelearningpositiveaffectisattachedtoobject

Mere exposurefrequent exposure to stimulus increases liking for it. Derived from

els identify how consumers in highinvolvement situations (i.e.

standard hierarchy of effects) combine their beliefs about product attributes to form

jectModel

StrengthoftheBelief

FormingAttitudesDirectly

Classicalconditioning/assoc

Butterflyeffect.

Moodsmoodatthetimeofexposuretoobjectinfluencesfeelingsaboutobject.

Predicting Consumer Attitudes

MultiAttribute mod

attitudesaboutvariousbrandalternatives,corporations,orotherobjects.

AttitudetowardTheOb

Identifiesthreemajorfactorsthatarepredictiveofattitudes:

SalientBeliefs

Evaluation


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32/93

weighing needs or preferences against provided product or service attributes results in the

balance of satisfaction pointing in a negative or positive direction, depending on whether

interests are conflictingorcorresponding. Thisdetermines theway inwhich peopleevaluate

compa

their

Consumerawarenessisthelevelofknowledgeabout.Inmostresearchtheadequacyor

otherwiseofthisawarenessisanchoredagainsttheserviceproviderorregulatorsperspective

onthesupply.Whereconsumerawarenessdoesnotequatewiththisindustryperspectivethis

is often termed a consumer misperception. However, it should be noted that there is a

distinctionbetweenholdingfactuallyincorrectknowledgeaboutthesupplysystem.

between expectations and preferences is often blurred though the

conceptsaredistinct.Expectationisusedinthreeslightlydifferingsensesintheliterature.One

istheactofexpectingorlookingforward abeliefaboutwhatwillhappeninthefuture.These

first two definitions can be distinguished from preference in that preferences refer to some

desiredstateand,asintheabovedefinition,implythatmorethanonestateispossibleandthat

there are some options. Unfortunately expectation is also used more loosely to mean a

requirementordemandforsomethingand inthissense isakindofstrongpreference.When

importanttoascertainwhichdefinitionisbeingused.

nies or utilities performance. Only when a consumers needs for a stated good or

serviceare met, i.e. when t h e s e r v i ce provided corresponds with their preferences, will they

feel satisfied. Customer satisfaction can be enhanced when theirneeds are met ( i n t e rm s of

both quality a n d q ua n ti t y) and accord with preferences. At the other end of this

dimension, where the service provided conflicts with the prevailing needs or preferences,

customersmayexperiencefeelingsofdissatisfaction.

ConsumerAwareness

ConsumerExpectations

The distinction

readingtheliteratureitis


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ConsumerPreferences

Thisisusedprimarilytomeananoptionthathasthegreatestanticipatedvalueamonga

number of options. Preference and acceptance can in certain circumstances mean the same

thingbutitisusefultokeepthedistinctioninmindwithpreferencetendingtoindicatechoices

amongneutralormorevaluedoptionswithacceptanceindicatingawillingnesstotoleratethe

tatusquoorsomelessdesirableoption.

enefitsReceivedbyCustomers:

estudyistoidentifythebenefitsreceivedbythecustomers.

Ye

nd, the rural side, people / customers are much

ayfromthedealersthedealerssendtheirexecutivestothis

rural side and spent some time in satisfying the needs, by giving better information of each

ns of the

s

B

Thethirdobjectiveofth

s inthestudyregion,throughthecustomersopinion,thecustomersarewitnessedtoreceive the benefit by the dealers. These benefits are in the form of reduction in price and

increase in its productivity suitable riding condition, better maintenance and fuel efficiency,

better offers of coupons / gifts and more over better advises by the service departments in

maintaining the vehicle conditions. Arou

benefitedbecausetheyarefaraw

product and its finance scheme and this enables to improve the economic conditioruralpeoples.

Moreoverthedealersthemselveshavesubdealersoftheirvehiclesinsomesmalltownin

whichtheruralpeoplecango tothesedealersandpurchasethevehiclesandreceiveservice

there its self. The customers are much impressed about the advertisement activities of the

dealers like issue of colorful pamphlets / leaflets which prescribe more details about each

vehicle.


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3.4PromotionIndustry

The Indian promotion industry is talking business today. It has evolved from being a

smallscale business to a fullfledged industry. It has emerged as one of the major industries

and tertiary sectors and has broadened its horizons be it the creative aspect, the capital

employedor thenumberofpersonnel involved. Indianadvertising industry invery little time

ascarvedanicheforitselfandplaceditselfontheglobalmap.

dianadvertisingindustrywithanestimatedvalueofes13,200crorehasmade jawsdropand

eyeballsgazingwithsomeastonishingpiecesofwork that ithasgiven in the recentpast.

Thecreativemindsthatthe Indianadvertising industry incorporateshavecomeupwithsome

and work that can be termed as masterpieces in the field ofadverti

SurfsLalitaji,ortheoldMaggi

Noodlesjingle,doesthenameKarenLunelringabellforyou,ifitdoesnt,theoriginalwaterfall

h

In

set

mindboggling conceptssing. It is well recognized all over the world for its creative output and high quality

advertisements. The performance of Indian agencies and advertisement & marketing

campaignshasbeenwellnotedandawardedatvariousglobalstagessuchasCannesLions.The

industry is continually evolving to give better returns to clients and memorable ads for the

targetaudience.Whodoesntrememberadvertisementssuchas

girlintheLirilsoapcertainlywill!SuchisthepowerofIndianadvertisementthattheseadshave

become true legendsandwill remainetched in themindsofviewersand readers for a long,

long time. The Indian advertising industry has also given such worthies as Alyque Padamsee

(themanbehindLalitajiandLirilcampaigns)andPiyushPandey (themanbehind theoriginal

MileSurMeraTumharaandCadburysDairyMilkchocolateads).What the Indian ad industry has managed to achieve become more significant if you realize

the challenges before it. The industry caters to a really huge populace, though the real challenge

lies in addressing the stunning diversity. The ads have to cater to the different tastes and

Perhaps it is because of this reason that India oriented campaigns of even giant MNCS are

handled separately by India based agencies, and have largely localized content.

preferences of hundreds of languages, dozens of religions, diversity of regions, age groups and

castes, and churn out advertisements that appeal to all of them, without offending any of them!


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The Indian market is also unique in the sense that TV advertising is actually increasing and set to

overtake print advertisements over the coming years. Leading ad planners believe that the Indian

actually exceeded ad spending on print advertising. Now, online ad spending constitutes almost

of overall ad spending in these markets. In India, online advertisements are still to take off.

This trend will continue for at least the medium term, unless something on the lines on the

lGDP of USA is2.3%. This indicatesa

audience still loves watching TV and is very receptive to TV ads. In addition, the TV ads are

very audio visual in nature, and can easily overcome any barriers of illiteracy, which is a major

impediment for print advertising and marketing in India.

Another notable trend on a global level that still evades the Indian advertising industry is the

mass migration of ad spending to online and digital media. In highly developed ad markets such

as US and UK, the ad spending on digital and online media has increased exponentially, and has

15%

mobile phone revolution happens and more Indian get access to reliable internet access.

Indian Promotion Industry Facts and Figures

The turnover of Indian ad industry is less than 1% of the national GDP of India. Incontrast, theshareof US ad industry innationa

tremendousgrowthpotentialfortheIndianadvertisementandmarketingindustry.

The Indianad industry isstillevolving,as faras thescaleofoperationsandscopeareconcerned.Theglobalad industry turnover isclose toUSD450billionannually,while

Indiacontributeslessthan1.5%ofthatfigure.However,Indianadindustryisoneofthe

fastestgrowingallovertheworld,perhapsnextonlytoChinaandRussia.

The global ad industry is expected to clock a growth of about 2% in 2010, which is amajorrecoveryover2009.TheIndianadindustry,incontrast,willgrowbyanestimated

10%toreachafigureofaboutRs23,700crores.Themajorgrowthfactorsfor2010will

eventssuchasIPLandfootballWorldCup.betheincreaseinadspendsfocusedon

In2009,theIndianadindustryhadsufferedamajorsetback,andhadshrunk,primarilyduetoadrasticdecrease inprintadvertisingspendingwhichsufferedamassivecutof

Rs2,000crores.


36/93

The leading advertisement mediums are newspapers and television, with an almostequalsharetotaling75%ofthetotalpie.Magazineadvertisingconstitutesaverysmall

3%,whileonlineanddigitaladvertisingspend issubstantially lessthan1%ofthetotal

adindustryturnover.Nevertheless,thespendingondigitalandonlineadvertisementsis

siCo

ainingpowerovertheiradagencies.

ally for financial services) and FM radio (for local

increasingatafastrateof25%.

In addition to print and television, the other popular advertisement and marketing

mediaareradio,cableTV,directmailandoutdooradvertisementsandpublicity.

ThebiggestadspendersareFMCGcompaniessuchasUnilever,P&G, ITCandPep

and automotive companies such as Maruti and Hero Honda. These companies have

huge ad budgets running into hundreds of crores of rupees, and therefore, wield

tremendousbarg

ThebiggestadagenciesinIndiaarethesubsidiariesandarmsoftheirforeignprincipals,suchasOgilvy,JWTandLowe.Veryfewindigenousadagencieshavemanagedtomake

amark,andmostofthemhavebeenacquiredormergedbyforeignadagencies.

Theemergingadvertisementandmarketingmedia in Indiaaremobileadvertisements,

internet, direct calling (especi

businesses).


37/93

CHAPTER IV

.1COMPANYPROFILE

IyyapanMotorsPvt.Ltd

IYYAPANMOTORS isprivate limitedcompanystarted in16thmarch2009.Thecompany

was started with total investment of Rs. 25 lakhs and was appointed as the Dealer by Hero

onda Motors Limited, New Delhi, for sale of motorcycles, spare parts and servicing of the

otorcyclesmanufacturedbythem.

With a humble beginning of Average per month in 2009, the company has

grown to a sales volume of 55 mo icing of motorcycle has reached to

vice center per month. The company has achieved an overall sale of

Rs.2.5 Crores and also the company le of Rs.10 lakhs spare parts in the

year 2011.

ThisisprovedbyIYYAPANMOTORSsalesovertheyears.

445vehicles

4

H

m

40 motorcycles sales

torcycles and the serv

Average 250+ in the ser

has achieved an overall sa

200910

201012 635vehicles

MANAGEMENT PEOPLEOFTHEIYYAPANMOTORS

ManagingDirector Mr.H.K.SHIVARAMU

Manager Mr.S.Gunasekar

AssistantManager Mr.A.Balamurugan


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4.2ORGANISATIONCHART

ChairPerson(Partners)

GeneralManager

ServicingDepartmentAccounts Department SparPartDepartment SalesDepartment

SalesExecutives WorkManager

Worksupervisor

HeadMechanics

Mechanics


39/93

4.3ORGNISATIONDEPARTMENTS

SalesDepartment, Service&repairDepartment, DeliveryDepartment, RTOworkD p a rt m en t , SparepartDepartment, Account&BillingDepartment.

NT

In this department all the matters regarding service & repair are taken care. This

department is well structured work supervisor address the problem & gives the customer

deliverytimethenhepassesth dmechanic.Thenheadmechanicsdistributes

heworkwiththemechanicsteams.Andproblemsalvingprocessiscarriedout.

.3.2SalesDepartment

this Heresales

meetthecustom bri ef themwitht thedetailsrequir rmati onand

salesexecutivegivesquotations,briefdescriptionabouttherequiredbikemodel

e

4.3.1SERVICE&REPAIRDEPARTME

WorkManager

WorkSupervisor

HeadMechanics

eworksliptohea

t

4

In departmentallthemattersregardingsales&purchasesarehandled.

exe cutive er& heall edinfo

M/CM/C M/C M/C


40/93

4.3.3DeliverySection

Inthissectiondeliveryofnewbikesaregiventothecustomers.Hereorder isreceivedby

deliverysectioninchargewerehecrosschecksthedocumentproducedbythecustomerthen

hegivesthekeysofthebiketothecustomer.

Herecustomercanhavetestrideofbikes&canselectthebike.

4.3.4RTOworkdepartment

n, temporary

insurance,temporarypassingofnewbikesarehandled.Allthenecessarypaperworkrequired

fortemporarypassingishandledinthisdepartment.

4.3.5Sparepartdepartment

chanicsarestored.Andissueonrequirement

ofthemechanicswhennecessary.

InthisdepartmentlargestockofHerosparepartarestoredtoavoidcustomerinconvenience.

4.3.6Account&Billingdepartment

efinancialyeartothemanagement.

anMotors

Through Marketing: Where a dealer has to complete with competitors with promotion

&ItspricesinIyyapanMotors

In thisdepartmentall thematters regarding issuingof temporary registratio

Inthisdepartmentsparepartrequiredbyme

In this department the matters regarding all accounts are registered i.e. all daytoday

transactions&finalreportisproducedattheendofth

4.4DealingProcedureofIyyap

ShowRoomSales:Wherecustomersapproachdirectlywithsalesmanager.

activitieslikeadvertisement,demonstration,display,roadshowsandtestdrives.

4.5HeroTwoWheelerProducts

Pleasure- Scooter with 102 cc air-cooled four-stroke engine Price: Rs 42,850 and on-road prices of around Rs.50, 223.


41/93


42/93

CHAPTER V

METHODOLOGY

Intodaysintenselycompetitiveenvironment,companiestodayareconstantly lookingfor

waystoattractcustomersbyhavingabetterunderstandingofchangingcustomerpreferences.

Theeverchangingmarketcharacteristicshave geimpactoncorporatedecisions.Theglobal

environmentalsoposesseveralcomplexitiesto marketerinunderstandingthemarket.To

facethestiffcompetitionpromotionalactivityareinevitableandcompaniesarespendinghuge

moneyonit.

The attitude of consumer on the H e nal strategy and its impact on their

buyingdecisionasthecoreissueidentifiedfrom study.

nder and occupation.

iptive which includes surveys and fact finding enquiries of different

kinds like questionnaires. It is a fact finding investigation with adequate interpretation by

Theanalysisisdonetoknowhowpeopleofvariousagegroupsrespondtodifferentoutdoor

5.1STATEMENTOFPROBLEM

hu

the

ro Motors promotio

the

5.2RESEARCHMETHOD

The researchmethod used for this study isDescriptivestudies. Descriptivestudiesare

wellstructured,theytendtoberigidanditsapproachcannotbechangedeverynowandthen.

Descriptivestudiesareundertakeninmanycircumstances:

When the researcher is interested in knowing the characteristics of certain groups such asage, ge

The objective of this kind of study is to answer the why, who, what, when and how of thesubject under consideration.

This study is descr

usingsimplestatisticaltechniqueslikeaveragesandpercentages.

advertisingortheirperceptiontowardsoutdooradvertisement.


43/93

This study is descriptive because here research includes, what is the attitude of viewers

towardspromotionalstrategyofHeroTwoWheeler.

Samplingmethod

ap comes forservicingHero

HondaTwoWheeleratShowRoom.Thequestionnairewasdistributedtotherespondentsat

theaboveplaceswhowerewillingtorespond.

Samplesize

Th ththehelpofquestionnaire.

Sampleframe

Sincetheresearchwaslocalized,thesampleframeconsistedoflocalpeoplefromkulithalai

5.4.2DATA

COLLECTION

the researchwork.Theyareprimarydataand

secondarydata.

Primarydata

Primarysourcesareoriginalsourcesfromwhichtheresearcherdirectlycollectsthedata,

whichhavenotbeenpreviouslycollected.Themethodofcollectingprimarydatainthisworkis

surveywiththehelpofquestionnaire.

5.2.1SAMPLINGPLAN

Convenient sampling method was used to draw the sample. The respondents were

proachedonconvenientbasisatwalk incustomersandonewho

etotalsamplesizeis150.Theresponsesaretakenwi

locationvisitingtotheHeroshowroom.

Thereof twomethodsofcollectingdata to

Secondarydata


44/93

These are sources containing data which have been collected and compiled for another

purpose.Thesecondarysourcesconsistsofreadilyavailablecompendiaandalreadycompiled

statisticalstructuresandreportswhosedatamaybeusedbyresearchersfortheirstudies.

Themethodsofcollecting secondarydataare throughwebsite,broachersandpreviousyear

projectreportsetc.

method

A percentage analysis method is the tools used by the research for the analysis

and inference. In the percentage an analysis, percentages calculated by multiplying the

hted average method is a used when the relative importance of the different

items is not the same. The term weighted stands for the relative importance of the

or no of response dents

W

orrelation analysis is the statistical tool used to measure the degree to which two

d to each other. Correlation measures the degree of association

betwee

re

tes is

applied

to

test

the

goodness

of

fit,

to

verify

the

distribution

of

tribution.Thereforeitisameasuretostudy

di v frequencies; Karl Pearsons has developed a

ethod to test the difference between the theoretical (hypothesis) & the observed

testthetablevaluehastaken@5%levelofsignificance.

5.3TOOLSOFDATAANALYSIS

Percentage

number of respondents into hundred and it is divided by the sample size.

Weighted average methodWeig

different items.

X = Frequency

= Weighted allotted to each factor

Karl Pearsons correlation

C

variables are linearly relate

n two variables.

One-way anova classification

Chi

squa t

observeddatawithassumedtheoreticaldis

the ergence of actual and expected

m

value.Forallthechisquare


45/93

CHAPTERVI

ANALYSISANDINTERPRETATION

Analys

ofDa

establishment

tabulation

manageabl

dataintosomepurposefulandusableca

Analysis work after tabulation is generally based computation of various percentage,

coefficients, etc., by applying various well defined statistical formulate. In the process of

hipsordifferencessupportingorconfectingwithvaliditydatacanbesaidto

indicateanyconclusion.

y to arrive at certain generalizations. If the

researcherhadnohypothesistostartwith,hemightseektoexplainhisfindingsonthebasisof

as

is ta

The analysis of data requires a number of closely related operations such as

of categories, the application of these categories to raw data through coding,

andthendrawinginferences.Theunwieldydatashouldnecessarily condenseintoa

e groups and tables for further analysis. Thus, researcher should classify the raw

tegories.

analysis,relations

InterpretationofData

The real value of research lies in its abilit

some theory. It is known Interpretation. The process of Interpretation: may quite often

triggeroffnewquestionsw h i c h i nturnmayleadfurtherresearches.


46/93

6.1PERCENTAGEANALYSIS:

TableNo1 Distributionofrespondentsbasedonagegroup

AgeGroup Numberofrespondents Percentage

Above18 39 26

2530 42 28

3135 33 22

4560 27 18

Above60 9 6

Total 150 100

Source(PrimaryData)

ChartNo1 Distributionofrespondentsbasedonagegroup

SourceTableNo1

26%

28%

18%

6%

above18

2530

3145

4560

22%

above60


47/93

Interpretation:

The above table and graph shows the age group category of the respondents. Data was

collected from all different age categories ranging from above 18 years group 26% of the

respondentsbelongedtoagegroupabove18years.28%ofrespondentsbelongedtotheage

group between 2530 years, 22% of the respondents belonged to age group between 3145,

18%oftherespondentsbelongedtoagegroupbetween45and60and6%oftherespondents

belongedtoagegroupabove60years.

TableNo2 DistributionofrespondentsbasedonMonthlyIncome

Monthlyincome Numberofrespondents Percentage

Lessthan10,000 12 8

10,00125,000 69 46

25,00150,000 54 36

Above50,000 15 10

Total 150 100

Source(PrimaryData)


48/93

ChartNo Distributi

Interpre

Fro

haveinc

36%ofr

income

ation:

theabov

melessth

espondents

bove50,00

36

tableitsh

n10,000,

haveinco

0.

10

nofrespo dentsbasedonMont

wsthatth

6%ofresp

erangingf

8%%

responden

ndentsha

rom25,000

46%

tswithinco

eincomer

150,000,a

lyIncome

SourceT

melevel,8

ngingfrom

d10%ofr

lesstha

10,0012

25,0015

above5

10,000

5,000

0,000

,000

bleNo2

ofrespon ents

10,000125,000,

havespondents


49/93

TableNo3Distributionofrespondentsbasedonthefactorsconsideredinpurchase

ofHeroMotorcycles.

Factors Numberofrespondents Percentage

Brandimage 27 18

Mileage 54 36

Design 24 16

Price 45 30

Total 150 100

Source(PrimaryData)


50/93

ChartN 3Distrib tionofres ond

HeroM

Interpre

Fro

respond

designw

The

consider

torcycles

ation:

m the abo

nts go for

hilebuying

analysisof

ingmileage.

e table it

mileage, 30

theHeroM

atashows

16%

30%

entsba

shows that

% of respo

sedonthe actorscons

torcycles.

hatthema

18% of re

dents go f

orityofres

18%

36%

pondents

r price and

ondentsp

ideredinp rchase of

bran

SourceTa

o for Bran

16% of re

rchaseHer

mila

desi

price

dimage

e

n

leNo3

name, 36% of

pondents g

Motorcycl

o for

esby


51/93

TableNo4 Distrib tionofres ondentsb sedongift receivedf omHeroMotors.

Baseon

Yes

No

Total

ChartN

GiftsReceiv

4Distribu

ed Numberof

ionofresp

58%

63

87

150

ondentsba

0%

espondent

edongifts

s Per

42

58

10

Sourc

receivedfr

S

42%

centage

e(Primary ata)

mHeroM tors.

yes no

ourceTableNo4


52/93

Interpretation:

Fromtheabovetable,4 2% r es po nd en tssaythattheyg fromHeromotorsatthe

timeofbuying,and58%respondentssaythattheydidntgetanygiftfromheroHondamotors

etimeofpurchasing.

e analysisof data shows the majorityof responden ay that theydidntgetany

giftsfromHeromotorsatthetimeofpurchasing.

TableNo:5Distributionoftherespondentsbasedonthemedia(Television)influenced

opurchaseHeroTwoWheelers.

Television Numberofrespondents Percentage

of otgift

atth

Th that tss

t

Mostinfluenced 102 68

Moderatelyinfluenced 39 26

Leastinfluenced 9 6

Total 150 100

Source(PrimaryData)


53/93

ChartN

topurch

5 Distribu

aseHeroT

ionofther

oWheeler

espondent

.

basedonthemedia( elevision)i fluenced

0

10

Interpre

ascomp

are least

paper,a

Televisio

20

30

40

50

60

70

ation:

romtheab

aredto

26

influenced

theother

he analysis

n.

mosti n fl e n ti a l

ovetable,6

,who

feel

byadvertis

ormsofme

of the dat

i

oderate

8%findtha

thatadvert

mentson

ia.

shows th

nfluential

lessi n fl u e t i al

Source

levisionare

TableNo5

mostinflutadvertise entsonte ential,

isementsinfluence

the

only

moderately,

an

6%,

elevision,t king into onsideration, internetnews

t majority of respond nts are m st influenc d by


54/93


55/93

Interpretation:

From the above table it shows that 4% of respondents are most influenced, 22% are

influenced and 74% the med purchase Hero

Motorcycle.

TheanalysisofthedatashowsthatmajorityofrespondentsarelessinfluencedbyInternet.

ionofthe pondentsbasedonthemed influencedto

purchaseHeroTwoWheelers

Newspaper Numberofrespondents Percentage

moderate are less influenced by ia internet to

TableNo7 Distribut res ia(Newspaper)

Mostinfluenced 42 28

Moderateinfluenced 72 48

Lessinfluenced 36 24

Total 150 100

Source(PrimaryData)


56/93

ChartN 7Distributionofther spondentsbasedont emedia(Newspaper) nfluenced

topurchaseHeroT oWheeler .

Interpre

Fr

moderat

TwoWh

The

ewspaN

ation:

m the abo

e influence

elers.

analysisof

er.

e table it

and24%

hedatash

24%

hows that

re less infl

wsthatm

48%

0

28% of res

encedbyt

jorityofre

28%most influ

ondents ar

emedian

pondentsa

Sour

e most infl

wspapert

remoderat

moderate i

less influn

ced

nflunced

ced

etableno

enced, 48 are

Heroopurchase

lyinfluenc dby


57/93


58/93

Interpretation:

Fromtheprintmediatheabovetableshowsthat42%ofrespondentsaremostinfluenced,

oderate influenced ced b to purchase Hero

Motors.

The analysis of the data shows that majority of respondents are most influenced by Print

TableNo9 DistributionofrespondentsbasedonadvertisementofHeroMotorsin

ber ofrespondents rcentage

32% are m and 26% are less i nfluen y print media

media.

differentmedia.

Media Num Pe

TV 69 46

Newspaper 54 36

Internet 3 2

Hoardings/billboards 15 10

Handouts 9 6

Total 150 100

Source(PrimaryData)


59/93

ChartN 9 Distribu ionofrespondentsba edonadvertisement fHeroMot rsin

differen media.

0%

Interpre

Fr

televisio

internet,

handout

T

inTelevi

5%

10%

25%

15%

20%

30%

35%

40%

45%50%

tv newspaper in ernet holdings/bill

boards

handouts

Source

ation:

omthe ab

,

36%

of

r

10% of re

s.

heanalysis

ion.

vetable it

espondents

pondents

fthedata

howsthat

have

seen

ave seen i

howsthat

46%ofres

in

news

p

hoardings

ajorityof

ondentsw

ableNo9

tchedthe dvertisem nt in

aper,

2%

o

responde ts

have

se n

in

, and 6% of responde ts have see

espondent watchedt eadvertise

n in

ment


60/93

TableNo10 Distributionofrespondentsbasedondifferentmediaofadvertising

impressed

Media Numberofrespondents Percentage

TV 78 52

Newspaper 30 20

Internet 6 4

Hoardings/billboards 15 10

Handouts 21 14

Total 150 100

Source(PrimaryData)


61/93

ChartN 10 Distributionofres ondentsb sedondifferentmedi ofadvertising

impressed

Interpre

Fr

advertis

impress

lookingt

The

advertis

0%

10%

20%

30%

40%

50%

60%

tv news aper internet holdings han outs

Source ableNo10

by watchin

ation

m the ab

mentintel

ve table it

evision,20

shows tha 52% of r spondents

ssedbyne

impressed the

ofrespon entsimpre

hoardings,

spaper,4 ofrespon ents

d by inter et, 10% impressed by and 14% o responde ts impress d by

headvertis mentinha douts.

analysis of the data shows that ajority of respondents impressed by watching the

mentin

tel vision.


62/93

TableNo11 Distributionofrespondentsbasedonthefactorsofadvertisementin

media(Television)impressed

Numberofrespondents PercentageMedia(TV)

Celebrity 30 20

Theme 33 22

Song 48 32

Music 39 26

Total 150 100

Source(PrimaryData)


63/93

ChartN 11 Distributionofres ondentsb sedonthefactorsofadvertisementin

media( elevision)i pressed

0%

5%

Interpre

Fro

respond

respond

The

oneoft

10%

15%

20%

25%

30%

35%

ation:

theabov

nts impre

ntsimpres

analysisof

efactorso

celebrity

table itsh

sed by th

edbymusi

hedatash

advertisem

th

owsthat2

me, 32%

inthetele

wsthatm

entintelevi

eme

%ofrespo

of respond

isionmedi

jorityofre

sionmedia.

song

dents Imp

ents impre

.

pondentsi

mu

SourceT

essedbyc

ssed by so

pressedb

ic

Column1

Column2

Column3

ableNo11

lebrities,2

ng and 26

Themewh

%of

% of

ichis


64/93

TableNo12Distributionofrespondentsbasedonthefactorsof dvertisementin

media(Newspaper)impressed

Numberofrespondents Percentage

a

Media(Newspaper)

Celebrity 48 32

Contents 42 28

Colour 33 22

Design 27 18

Total 150 100

Source(PrimaryData)


65/93

ChartN 12 Distributionofres ondentsb sedonthefactorsofa

media(

Interpre

F

areimpr

thenew

T

oneoft

1

2

2

3

3

ewspaper)

ation:

romtheab

essedbyco

papermed

heanalysis

efactorso

0%

5%

0%

5%

0%

5%

%

%

cele

impressed

vetableit

ntent,22%

ia.

ofdatasho

advertisem

ritycont

howsthat

reimpress

sthatmaj

entinmedi

entsc

2%ofresp

dbycolou

rityofresp

newspape

olour

ndentsare

and18%a

ondentsim

r.

design

dvertiseme

impressed

ntin

GRAPH7

Column1

Column2

SourceTableNo12

ycelebrity,

reimpressedbydesign

ressedby elebritywh

28%

from

ichis


66/93

TableNo13 Distributionofrespondentsbasedonthefactorsof advertisementin

media(Handouts)impressed

edia(Handouts) Numberof respondents PercentageM

Contents 54 36

Colour 24 16

Design 45 30

Celebrity 27 18

Total 150 100

Source(PrimaryData)


67/93

ChartN 13 Distributionofres ondentsb sedonthefactorsofadvertisementin

media( andouts)i pressed

0%

5%

10%

Interpre

Fro

of respo

respond

mediah

15%

20%

25%

30%

35%

40%

conten s colour d esign celebrity

ourceTabl No13

ation:

mtheabovetable its owsthat3 %ofrespondentsareimpressed ycontents,16%

ndents impressed by olour, 30% of respon ents impressed by de ign and 1 % of

ntsimpres edbycelebrityfromthemediaha dout.

heanalysisofdatash wsthatmajorityofre pondents i pressedb contents i the

ndouts.


68/93

TableN 14 Distri utionofrespondentsbasedonth factorsof dvertisem ntin

media(I ternet)im ressed

Media(I

Design

Colour

Music

Content

Total

ChartN

media(I

nternet)

14 Distrib

ternet)im

0%

5%

10%

15%

20%

30%

25%

3

4

3

3

1

utionofres

ressed

design

umberofr

6

5

0

9

50

ondentsb

colour

spondents

sedonthe

music

Perc

24

30

20

26

100

factorsofa

cont

ntage

Source(PrimaryData)

ntindvertiseme

Source

nts

TableNo14


69/93

Interpretation:

sig 30%

20%ofrespondentsare impressedbymusicand26%of

respondentsareimpressedbycontentfromtheinternetmedia.

Theanalysisof thedatashows thatmajorityofrespondents impressedbycontents in

theinternetmediaofadvertising.

TableNo15 Distributionofrespondentsbasedonthefactorsofadvertisementin

impressed

ardings) mberofrespondents rcentage

Fromtheabovemediaitshowsthat24%ofrespondentsareimpressedbyde n,

ofrespondents impressedbycolour,

media(Hoardings)

Media(Ho Nu Pe

Design 57 38

Colour 33 22

Contents 60 40

Total 150 100

Source(PrimaryData)


70/93

ChartNo15 Distributionofrespondentsbasedonthefactorsofadvertisementin

media(Hoardings)impressed

Fromtheabovetableitshowsthat38%ofrespondentsare impressedbydesign,22%

ofresp

y contents

0%

5%

10%

15%

20%

25%

30%

35%

design colour music contents

SourceTableNo15

Interpretation:

ondents impressedbycolourand40%ofrespondents impressedbycontentsfromthe

mediahoardings.

The analysis of the data shows that majority of respondents impressed b

fromthemediahoardings.


71/93

TableNo16 Distributionofrespondentsbasedonreactionaf watching

advertisementofHeroMotors.

Reaction Numberofrespondents Percentage

ter

Thoughtofinformationsearch 39 26

Visitedshowroom 21 14

Contactedfriends 36 24

Noreaction 54 36

Total 150 100

Source(PrimaryData)


72/93

ChartN 16 Distributionofres ondentsb sedonrea tionafter atching

advertis mentofH roMotors

Interpre

F

14%ofr

36%ofr

T

watchin

ation:

romtheab

spondent

spondents

he analysis

theadverti

0%

5%

10%

25%

15%

20%

30%

35%40%

inf searchv is it dshow room

ontactedf ri e d snoreaction

ourceTabl No16

vetableit howsthat 6%ofresp ndentswillthinkofinformationse

thinkofvi

thereisno

of the dat

sementof

itingshowr

eactionaft

shows th

eroMotor

oom,24%o

rwatching

t majority

.

fresponde

advertisem

of respond

tscontact

ntofHero

n ts show

riends,and

arch,

from

after

Motors.

o reaction


73/93

TableNo17 Distributionofrespondentsbasedonopiniontowardsadvertisementof

HeroMotors

Opinion Numberofrespondents Percentage

Verygood 36 24

Good 42 28

Moderate 54 36

Poor 18 12

Total 150 100

Source(PrimaryData)


74/93

ChartN 17 Distributionofres ondentsb sedonopi iontowar sadvertise entof

HeroM tors

Interpre

Fro

respond

respond

T

towards

tation:

m the abo

nts opini

ntsopinio

e analysis

advertisem

0%

5%

10%

15%

20%

35%

25%

30%

40%

v rygoodgood

moderatepoor

SourceT bleNo17

e table it shows that 4% of res

n is good

ispoorto

of the da

ntofHero

, 36% of

ardsadver

a shows t

Motors.

respondent

isementof

ondents o

s opinion

HeroMoto

pinion is very good, 2 % of

is moderate and 12 of

s.

at majorit of respondents opinion is moderate


75/93

TableN 18 Distributionofres ondentsb sedoncel britiestopromoteHeroMotors

Yes

No

Total

ChartN

Interpre

F

necessar

T

necessar

18 Distrib

ation

rom the a

yand52%

heanalysis

ytopromo

5

utionofres

ove table

fresponde

ofthedata

eHeroMot

2%

umberof

2

8

50

ondentsb

it shows t

tssaycele

showsthat

ors.

0

espondent

sedoncel

at 48% o

ritiesaren

majorityof

0

Per

48

52

100

britiestop

responde

tnecessar

respondent

48%

entage

So

Project Report of Hero Honda

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