Summer Training Proj. Hero Honda by Sahil Nagpal
Transcript of Summer Training Proj. Hero Honda by Sahil Nagpal
CHAPTER 1
INTRODUCTION
In the current scenario, many dramatic changes are taking place in automobile industry
in specific to “Motorbike Industry”. From the sponsorships of cricket matches to
advertising through the conventional media, every company is launching new models
and striving to capture more and more market share. So far the market leader have been
Hero Honda and it has tried to project its brands in a very different manner.
As the Indian 2-wheeler industry is growing in double-digit figures in the last couple of
years, which is due to the rising income levels, continuing poor public transport system,
and declining interest rates, wider availability of finance, decreasing product life cycles
and increasing percentage of young population.
The last few years have seen a fundamental shift in preference from scooters and mopeds
towards motorcycles. Motorcycle sales have grown at a compounded annual growth rate
(CAGR) of 27% for the last 6 years, while the Two Wheeler industry have grown at a
CAGR of 11% over the same period. In the year 02-03, motorcycle sales have grown at
30% vs. 17% for two-wheelers.
Hero Honda has been one the companies spending huge amount in advertising and
sponsorships of events, it has been successful in creating a differentiated image. So all
this prompted me to undertake this project in the direction of “Finding gap between
consumer perception and brand positioning of Hero Honda motorbikes in India”.
This study is descriptive in nature and has been undertaken through survey method with
structured questionnaire method as data collection instrument.
It brings out some of the interesting findings as:
Hiring too many brand ambassadors does not serve any purpose, rather it makes it
complex for consumers to remember brand ambassadors and associate with it bikes.
Given the choice respondents in associating bikes with punch lines, respondents have
shown a gap in remembering the punch lines of bikes. The best shown in remembering
punch line of Desh Ki Dhadkan, whose maximum response is 97%.
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BRAND
A brand is a name, sign, symbol, or design, or a combination of them, intended to
identify the goods or services of one seller or group of sellers and to differentiate them
from those of competitors.
In essence, a brand identifies the seller or maker. It can be a name, trademark, logo, or
other symbol. Under trademark law, the seller is granted exclusive rights to the use of
the brand name in perpetuity. Thus brands differ from other assets such as patents and
copyrights, which have expiration dates.
A brand is essentially a seller’s promise to consistently deliver a specific set of features,
benefits, and services to the buyers. The best brands convey a warranty of quality.
Brand conveys up to 6 levels of meaning:
1. ATTRIBUTES
2. BENEFITS
3. VALUES
4. CULTURE
5. PERSONALITY
6. USER
Marketers must decide at which level(s) to anchor the brands identity. The most
enduring of a brand are the values, culture and personality. They define the brands
essence.
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BRAND POSITIONING
In todays, highly competitive environment, a distinctive image is most important. In
today’s scenario Brand Positioning and Market Segmentation have become the hallmarks
of market research. The core thought behind Brand Positioning is “the idea that each
Brand occupies a particular point or space in the individual’s mind, a point which is
determined by the consumer’s perception of the brand in question and in its relation to
other brands.”
In marketing terms, there is no such thing as a product or service that exists in space,
independent of the consumer. The product must find a place in the individual
consumer’s perception of the world around him. This perceived image of the brand
belongs not to the product rather is the property of the consumer’s mental perceptions.
So creating the particular desired perception and occupying a particular point or space in
the target consumer’s mind is the essence of the positioning or repositioning strategies.
This perception is based on the brand’s functional attributes of benefits as well as on the
non functional or emotional associations. It is colored by target consumer’s own
attributes, beliefs, and experiences, thus leading to the fact that different segments may
perceive the same brand in different ways.
The 4 basic concepts of positioning are:-
1. Product class or the structure of the market in which one’s brand competes.
2. Consumer segmentation.
3. Consumer perception of one’s brand in relation to the competitors.
4. The benefits offered by the brand.
These 4 components must be taken together while considering the positioning of the
brand.
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CONSUMER PERCEPTION
Consumer perception is a process by which an individual selects, organizes, and
interprets information inputs to create a meaningful picture of the world.
Perception is the image created in the mind of consumers about anything whether the
marketer want to create that image or not through marketing campaigns.
Perception depends not only on the physical stimuli but also on the stimuli’s relation to
the surrounding field and on conditions within the individual.
Why do people perceive the same situation differently? People can emerge with
different perceptions of the same object because of three perceptual processes: selective
attention, selective distortions, and selective retention. As a result, people may not
necessarily see or hear the message that marketers want to send. Marketers must
therefore be careful to take these perceptual processes into account in designing their
marketing campaigns.
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CHAPTER 2
INDUSTRY PROFILE
With the motorcycle market expected to grow at around 20 per cent in 2003-2004 as
compared to the growth of 16-17 per cent which the industry averaged during the past
five years, manufacturers are pulling out all stops to address the top end segments of the
industry. The fight to dominate the premium motorcycle segment has reached epic
proportions between Pune based Bajaj Auto Limited and Delhi based Hero Honda
Limited.
The reason is obvious; the market penetration of motorcycles is very low in India as
compared to scooters. But growing urbanization and rising ease of ownership and a
high-income group has seen more and more young people purchasing high-end
motorcycles.
With the entry and economy level segments reaching saturation point, manufacturers are
now targeting the high-end segment - the executive and premium segment.
In 2002-2003, of the 3,03,792 motorcycles, nearly 55 per cent of all motorcycles sold
were in the executive segment and Hero Honda continued to dominate this segment with
a market share of nearly 64 per cent.
So it is not surprising that Hero Honda has taken the lead with the launch of their 223 cc
motorcycle ‘Karizma’ priced at Rs 79,000.
According to Brij Mohan Lal, chairman Hero Honda, “Talks are on with joint venture
partner Honda Motors of Japan for the next generation engines and we are also planning
some more powerful bikes and are investing Rs 100 crore in this project.”
Bajaj Auto has discovered the goldmine in the executive segment, through the success of
its executive category the Pulsar which within a short span of time, has achieved sales of
around 15,000 units per month.
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Realizing the potential in this segment, Bajaj Auto is planning a global motorcycle in
collaboration with Kawasaki of Japan.
According to Rajiv Bajaj, joint managing director Bajaj Auto, “The purpose behind this
bike is to use as many components as possible that could be easily available everywhere
by virtue of it being a ‘world bike’.
” While pricing is still to be determined the 125 cc global bike is all set to launch in
July."
According to Bajaj, “The 125cc ‘world bike’ is expected to give company to Caliber-115
in the executive segment and this will be further supplemented by another bike to be
introduced in the last quarter of the current fiscal.” But with the first lap gone to Hero
Honda, will Bajaj take pole position remains to be seen.
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CHAPTER 3
COMPANY PROFILE
ABOUT HERO HONDA
What started out as a Joint Venture between Hero Group, the world's largest bicycle
manufacturers and the Honda Motor Company of Japan, has today become the World's
single largest two-wheeler Company. Coming into existence on January 19, 1984, Hero
Honda Motors Limited gave India nothing less than a revolution on two-wheels made
even more famous by the 'Fill it - Shut it - Forget it' campaign. Driven by the trust of
over 5 million customers, the Hero Honda product range today commands a market share
of 48% making it a veritable giant in the industry.
SOCIAL OBLIGATIONS
ENVIRONMENTALLY AND SOCIALLY, AWARE COMPANY
At Hero Honda, our goal is not only to sell you a bike, but also to help you every step of
the way in making your world a better place to live in. Besides its will to provide a high-
quality service to all of its customers, Hero Honda takes a stand as a socially responsible
enterprise respectful of its environment and respectful of the important issues.
Hero Honda has been strongly committed not only to environmental conservation
programmes but also expresses the increasingly inseparable balance between the
economic concerns and the environmental and social issues faced by a business:
businesses must not grow at the expense of mankind and man's future but rather must
serve mankind.
"We must do something for the community from whose land we generate our wealth." A
famous quote of Mr.Brijmohan Lall Munjal, CMD, Hero Honda.
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MILESTONES
YEAR EVENT
2003 Winner of the Review 200 - Asia's Leading Companies Award (3rd Rank amongst the top 10 IndianCompanies)
Most Respected Company in Automobile Sector byBusiness World
Bike Maker of the Year by Overdrive Magazine
2002 Bike Maker of the Year by Overdrive Magazine
Winner of the Review 200 - Asia's Leading Companies Award (4th Rank amongst top 10 IndianCompanies)
Sponsored 'India-England Women's Cricket Series'
Sponsored 'Hero Honda Masters Golf Championship'
Dawn model introduced
Entrepreneur of the Year Award conferred upon the Chairman, Mr. Brijmohan Lall by Business Standard
Company of the Year for Corporate Excellence by theEconomic Times
Ambition model introduced
Giants International Award to the Chairman, Mr. Brijmohan Lall in the field of Business & Industry
Appointed Virender Sehwag, Mohammad Kaif, Yuvraj Singh, Harbhajan Singh and Zaheer Khan as Brand Ambassadors
Business Leadership Award conferred upon the Chairman, Mr. Brijmohan Lall by Madras ManagementAssociation
Mr. Pawan Munjal, Managing Director of Hero Honda Motors Ltd. Appointed as the Chairman of Asian PGA Tour Board of Directors
Sponsored 'Second Indian Television Academy Award'
2001 Bike Maker of the Year by Overdrive Magazine
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Winner of the Review 200 - Asia's Leading Companies Award (9th Rank amongst top 10 InidanCompanies)
Passion model introduced
Achieved OM - One million production in one singleyear
Joy Model launched
Entrepreneur of the Year Award conferred upon the Chairman, Mr Brijmohan Lall by Ernst & Young
50,00,000th Bike produced
'Three Leaves Award for Environment' to Hero Honda by Centre for Social & Environment Green RatingProject.
Sponsored '21st Cinema Express Award'
Sponsored 'India-England Test Series'
Sponsored 'First Indian Television Academy Award'
2000 Sponsored 'Hero Honda NKP Salve Challenger Trophy'
Sponsored 'Stardust Hero Honda Millennium HonoursAward'
Sponsored 'Hero Honda Masters Golf Championship'
Appointed Sourav Ganguly & Hrithik Roshan as BrandAmbassadors
Environment Performance Award to Hero Honda Dharuhera Plant by Haryana State Pollution Control Board
Environment Management System of Gurgaon Plant certified ISO-14001 by DNV Holland
4,000,000th motorcycle produced
Sponsored '20th Cinema Express Award'
Splendor declared World No. 1 - largest selling single two-wheeler model
Passport Programme - Customer Relation Programmelaunched
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Sir Jehangir Ghandy Medal for Industrial Peace conferred upon the Chairman, Mr. Brijmohan Lall by XLRI, Jamshedpur
1999 25,00,000th motorcycle produced
CBZ model launched
Sponsored '7th World Cup Cricket tournament' at England
Environment Management System of Dharuhera plant certified with ISO 14001 by DNV Holland
Raman Munjal Memorial Hospital inaugurated
Sponsored 'Hero Honda Masters Golf Championship'
Suhana Safar - Customer Relation Programme launched
30,00,000th Motorcycle produced in December Best Productivity Award for the best performance in Automobile & Tractor Sector by National Productivity Council presented by Vice President of India
1998 20,00,000th motorcycle produced
Hero Honda Masters Golf Championship started
Business Leader of the Year conferred upon the Chairman, Mr. Brijmohal Lall by Business Baron
1997 15,00,000th motorcycle produced
Street model introduced
Foundation stone of Raman Munjal Vikas Kendra foundation stone laid by Chief Minister of Haryana
Gurgaon plant inaugurated by Honda President
Sponsored 6th Women World Cup Tournament
Distinguished Entrepreneurship Award conferred upon the Chairman Mr. Brijmohan Lall By PHD Chamber of Commerce & industry
1200 motorcycles per day production started
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1996 Hero Honda becomes first company to serve Army, Navy & Air Force with its 100cc motorcycles
1000 motorcycles per day production started
1995 800 motorcycles per day production started
National Award for Outstanding contribution to the Development of Indian Small Scale Industry (NSIC Award - Presented by President of India)
The Analyst Award 1995 presented to Hero Honda Motors Limited on being ranked 9th amongst the most investor rewarding Companies in India
1994 Splendor model introduced
10,00,000th motorcycle produced
The Businessman of the Year award is conferred upon the Chairman Mr Brijmohan Lall - by Business India Group of Publications
1993 750,000th Motorcycle produced
Sponsored Hero Group - Five Nations Cricket Tournament
1992 A school named Raman Kant Vidya Mandir inaugurated in memory of the first Managing Director of Hero Honda Motors Limited
1991 500,000th motorcycle produced
CD 100SS model introduced
Mobile Service Workshop launched
Economic Times-Harvard Business School Award for Excellent Governance to Hero Honda Motors Ltd. Hero Honda moved into India's Top 100 Companies - Ranked 87
1990 400,000th Motorcycle produced
Pegasus Award from Readers Digest for campaigning 'One Litre Road'
1989 Sleek model introduced
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300,000th Motorcycle produced
1988 Hero Honda Family Club formed at Gurgaon
200,000th motorcycle produced
1987 Engine plant started
1,00,000th Motorcycle produced
1986 Quality circles launched
1985 First motorcycle (Model CD 100) produced
200 motorcycles per day production
1984 Company incorporated
Technical collaboration signed
Foundation stone laid
1983 Joint Collaboration Agreement with Honda Motor Co. Ltd. Japan, signed
Shareholders Agreements signed
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AWARDS & ACCOLADES
Awards & Recognitions to Hero Honda Motors Limited
2003 Bike Maker of the Year by Overdrive Magazine
Most Respected Company in Automobile Sector by Business World
Winner of the Review 200 - Asia's Leading Companies Award (3rd Rank amongst the top 10 Indian companies)
2002 Bike Maker of the Year by Overdrive Magazine
Winner of the Review 200 - Asia's Leading Companies Award (4th Rank amongst the top 10 Indian companies)
Entrepreneur of Year Award by Business Standard
Company of the Year of ET Awards for CorporateExcellence
Giants International Award to the Chairman in the field of Business & Industry
Business Leadership Award by Madras Management Association
2001 Entrepreneur of the Year Award by Ernst & Young
Winner of 3 Leave Award for showing Corporate Environment Responsibility in the Automobile Sector by Centre for Science & Environment
Winner of the Review 200 - Asia's Leading Companies Award (9th Rank amongst the top 10 Indian Companies)
Bike Maker of the Year by Overdrive Magazine
2000 Sir Jehangir Ghandy Medal for Industrial Peace - by XLRI, Jamshedpur
1999 National Productivity Award for the Best Productivity Award in the category of Automobile & Tractor presented by Vice President of India
1998 Business Leader of the Year by Business Baron
1997 Distinguished Entrepreneurship Award by PHD Chambers of Commerce & Industry
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1995 The Analyst Award 1995 presented to Hero Honda Motors Ltd. on being ranked 9th amongst the most investor rewarding companies in India
National Award for outstanding contribution to the development of Indian Small Scale Industry (NSIC Award - Presented by President of India)
1994 Businessman of the Year by Business India
1992 Honorary Membership - Indian Institution of Industrial Engineering
1991 Economic Times-Harvard Business School Award for Corporate Performance to Hero Honda Motors Ltd.
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PRODUCTS
CBZ
Ambition
Splendor
Splendor+
PASSION
CD 100
CD 100SS
CD DAWN
Karizma
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A bike that sets your pulse racing even when standing still. Once kicked to life and
turned full throttle, it's a wonder bike that can take on the winds. And like you, it runs on
passion.
FEATURES
Presenting the perfect blend of power, style and passion …
Transient Power Fuel Control (TPFC) System: For quick acceleration, providing a
sudden surge when required. A feature which is used in some of the most advanced cars.
Tachometer and Trip meter: Tachometer displays the engine rotation speed. And a
first time feature the Trip meter measures the distance traveled in a trip.
Dynamic Vibration Dampers: The dampers incorporated in the handlebar, ensure that
your ride is smooth and easy.
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Air Injection System: Injects fresh air into the exhaust port, to meet the emission
norms.
Gear Box: Equipped with five gears and a 156cc engine that generates 12.5 bhp power.
Enough to take it from 0 - 60kmph in just five seconds and touch the top speed of
100kmph.
Unique Trapezoidal Headlight: Gives the CBZ a distinctly stylish look. Provided with
35 watts of power these headlights help give you a clear view of the road, even in the
darkest of nights.
Zero Crank Case Evaporative Emission: An advanced pollution control feature which
is the first of its kind in India. Keeping alive the Hero Honda tradition of environment
friendly bikes.
Multi Lever Locking Seat : Provides storage space It also doubles as an anti theft
mechanism for the CDI unit, RR unit and the battery, by allowing the side covers to be
opened only after unlocking the seat.
Adjustable Rear-Shock Absorbers: They have been provided for extra comfort, and
can be easily adjusted into five positions.
Hydraulic Vibration Dampers: The hydraulic dampers have been incorporated into the
handlebars to ensure that your ride is smooth and steady.
SPECIFICATIONS
CBZ
Engine 4-stroke, single cylinder , air - cooled, OHC
Displacement 156.8cc
Clutch Type Manual
Clutch Primary -
Clutch Secondary Multi-plate wet
Transmission 5-speed constant mesh
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Final Drive Roller chain
Ignition Electronic
Starting Kick starter
Frame Tubular single cradle
Suspension (Front ) Telescopic hydraulic fork
Suspension (Rear ) Swing arm with hydraulic damper- 5-step adjustment
Dimensions (L*W*H) 2100*755*1130mm
Wheel Base 1335mm
Ground Clearance 160mm
Kerb Weight 138 kg
Tyres:Front/Rear 2.75*18-42P/100/90*18-56P
Max. Power 12.8 PS@8000 rpm
Max.Speed 100 kmph
Fuel Tank Capacity 12.5 1tr(2.5 ltr reserve)
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A bike that sets your pulse racing even when standing still. Once kicked to life and
turned full throttle, it's a wonder bike that can take on the winds. And like you, it runs on
passion.
FEATURES
A motorcycle for upgrades from 100 cc who have the ambition to move upwards.
Ambition is what we make of it. Ambition is our power within. Ambition is our power to
move forward.
Contemporary style
Acceleration/ Power
Adequate fuel efficiency.
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SPECIFICATIONS
Engine 4 stroke
Displacement 133 cc
Maximum Power 11 BHP / 11.15 PS @ 8000
rpm
Maximum Speed 100 KMPH
Gears 5
Frame Tubular single cradle,
diamond type
Tyres: (Front) 2.75 X 18
Tyres: (Rear) 3.00 X 18
Headlight Trapezoidal 35 / 35 W
Fuel Efficiency 55 KMPL
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Designed with your comfort in mind, with a contoured low slung seat, specially designed
handle-bar and a strong double-cradled tubular frame. This bike epitomises riding
pleasure. Truly, the limousine of Indian two wheelers.
FEATURES
Designed to Excel
The Hero Honda Splendor is an excellent example of the term. Designed with your
comfort in mind, with a contoured low-slung seat, specially designed handle-bar and a
strong double-cradled tubular frame. This bike epitomises riding pleasure. Truly, the
limousine of Indian two Wheelers.
The 4-stroke, 100 cc driving machine from Hero Honda. A bike that will stop you right
in your tracks. Both by its look and performance. True to its Honda lineage. Consider its
newly designed engine that gives you unprecedented fuel efficiency. While still
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delivering a punchy 7.5 PS. Next, feel the ergonomics of it as you cruise along. A well-
cushioned low-slung seat helps you rest and ride at the same time. Not to mention the
suspension, that works so well that probably you'll never find out what happens between
the tyres and that bumpy road. Needless to add, owning a Splendor means a lot of other
things too. Like getting all the admiring looks. Or the pride you feel in riding a bike that
meets the pollution control standards of the next decade, today.
That's Splendor. A bike that will be called a turning point in motorcycling. So check it
out. Tomorrow has arrived, in style!
SPECIFICATIONS
SPLENDOR
Engine 4-stroke, single cylinder , air - cooled, OHC
Displacement 97.2cc
Clutch Type Manual
Clutch Primary -
Clutch Secondary Multi-plate wet
Transmission 4-speed constant mesh
Final Drive Roller chain
Ignition Electronic
Starting Kick starter
Frame Tubular double cradle type
Suspension (Front ) Telescopic hydraulic fork
Suspension (Rear) Spring loaded hydraulic type with both side
action
Dimensions( L*W*H) 1970*720*1040mm
Wheel Base 1230mm
Ground Clearance 159mm
Kerb Weight 109 kg
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Tyres:Front/Rear 2.75"*18"-4PR/2.75"*18-"-6PR
Max. Power 7.5 PS@8000 rpm
Max.Speed 85 kmph
Fuel Tank Capacity 10.51tr (1.4 1tr reserve)
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The world's best-selling motorcycle just got better. The Splendor+, a bike that will stop
you right in your tracks. Both by its looks and performance. Needless to add, owning a
Splendor+ means a lot of other things too. Like getting admiring looks. Or the pride of
riding a motorcycle that meets the pollution control standards of this decade. That's the
Splendor+. The new face of trust.
FEATURES
Designed to Excel
The world's best-selling motorcycle just got better. The Splendor+, a bike that will stop
you right in your tracks. Both by its looks and performance. Consider its new, clear,
bright multi-reflector head light, multi-reflector tail light and stylish graphics which give
it, its contemporary looks. Next, feel the ergonomics of it as you cruise along. A well-
cushioned low-slung seat helps you rest and ride at the same time. Not to mention, the
suspension that works so well that you'll probably never find out what happens between
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the tyres and those bumpy roads. Needless to add, owning a Splendor+ means a lot of
other things too. Like getting admiring looks. Or the pride of riding a motorcycle that
meets the pollution control standards of this decade. That's the Splendor+. The new face
of trust.
Multi-reflector head light
SPECIFICATIONS
SPLENDOR+
Engine 4-stroke, single cylinder lair-cooled, OHC
Displacement 97.2.cc
Transmission 4-speed constant mesh
Ignition Electronic
Head light 12V 35/35W multi-reflector with halogen
lamp
Frame Tubular double cradle type
Suspension (front) Telescopic hydraulic fork
Suspension (rear) Hydraulic spring loaded type with both side
action
Wheelbase 1230 mm
Ground clearance 159 mm
Kerb weight 109 kgs
Tyre (front) 2.75*18-4 PR
Tyre (rear) 2.75*18-6 PR
Type of brake (front) Drum type (130 mm diameter)
Optional Disc type (240 mm diameter)
Type of brake (rear) Drum type (110mm diameter)
Max power 7.5PS @ 8000 rpm / 5.5 KW @ 8000rpm
Max speed 85 kmph
Fuel tank capacity 10.5 litres (reserve 1.4 litres)
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9 New two-tone body colours PLUS Body colour rear view mirrors PLUS Aluminum die
cast rear grip PLUS Heat protector on the muffler. All this and much more to make the
biker and his bike stay married forever.
FEATURES
9 New two-tone body colours PLUS Body colour rear view mirrors PLUS Aluminum die
cast rear grip PLUS Heat protector on the muffler PLUS New dials on the instrument
panel PLUS Headlight with halogen lamp PLUS Multi-reflector winkers All this and
much more to make the biker and his bike stay married forever.
SAFETY: Position Lamp; Side Reflector; Wider Wheel Base
CONVENIENCE: Large Storage Space with Locking Facility; Helmet Holder;
Lockable Seat
COMFORT: Adjustable Rear Cushion; Wide & Comfortable Seat; Broad Rear Tyre
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SPECIFICATIONS
Engine 4-stroke, Single Cylinder, Air - Cooled OHC
Displacement 97.2 cc
Maximum Power 7.5 Ps at 8000 rpm
Gear Box 4 Speed Constant Mesh
Clutch Multi-Plate Wet Type
Max. Speed 85 Kmph.
Frame Tubular Double Cradle
Suspension (Front) Telescopic Hydraulic Fork
Suspension (Rear) Swing Arm with 5 step adjustable hydraulic damper.
Tyre Size (Front) 2.75 * 18- 4 PR /42 P
Tyre Size (Rear) 3.00*18-4/6 PR
Brakes (Front) Internal Expanding Shoes Type
(130mm)/ Hydraulic Disc Type (Optional)
Brakes (Rear) Internal Expanding Shoes Type (130 mm)
Final Drive Roller Chain
Battery 12 V-2.5 Ah
Ignition Electronic CDI
Starting Kick Starter
Wheelbase 1235 mm
Ground Clearance 160mm
Length 1980 mm
Width 720 mm
Height 1060 mm
Kerb Weight 116 kgs.
Fuel Tank Capacity 12.8 litres (Reserve 1.1 litres)
Head light Halogen Bulb 35 W / 35 W
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The Original Fill it, Shut it, Forget it Bike
India's first 4-stroke bike is still India's foremost. And the reasons for its popularity are
apparent. Economy, reliability, and the capability to go on and on. Year after year.
FEATURES
The 4-Stroke Engine : The CD100's 4-stroke engine is derived from Honda's tough
Econo series range of engines, which have proved their mettle for the last 35 years.
Worldwide.
Phenomenal Fuel Efficiency: A marvel of 4-stroke technology, ensuring complete
combustion of fuel. Giving you an unbelievable average of 80 kms/litre.
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Economical & Easy to Maintain : Optimal oil utilization of 50 ml for every 1000 kms.
And separate oil circulation in the engine, instead of it being burnt with petrol. Hence, no
carbon deposits on piston rings, spark plug and silencer to worry about.
Built For Strength and Endurance : The CD100 is the only Indian bike using a T-bone
frame of high quality pressed tensile steel. Moreover, having less welded joints and
fewer stress points, it emerges unrivalled in terms of strength, durability and safety.
Smokeless Exhaust: CD100 is the only 100cc bike, which satisfies pollution limits and
is well within the stipulated carbon monoxide emission levels.
Nationwide Service Support : Backing the technological excellence of the CD 100 is an
extensive and well-equipped sales and service network, well spread out across the
country.
Other Thoughtful Features : An improved, easy-to-read, illuminated speedometer.
With a colour-marked 'Economy Zone' indicating cruising range. Pillion-step mounted
on chassis frame for pillion rider's comfort. Double tube rear shock absorbers for better
riding comfort. A range of exciting colours.
SPECIFICATIONS
CD100
Engine 4-stroke, single cylinder, air - cooled, OHC
Displacement 97.2cc
Clutch Type Manual
Clutch Primary -
Clutch Secondary Multi-plate wet
Transmission 4-speed constant mesh
Final Drive Roller chain
Ignition Electronic
Starting Kick starter
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Frame Backbone type
Suspension (Front ) Telescopic hydraulic fork
Suspension (Rear) Spring loaded hydraulic
type with both side action
Dimensions (L*W*H) 1925*720*1040mm
Wheel Base 1220mm
Ground Clearance 145mm
Kerb Weight 107 kg
Tyres:Front/Rear 2.50"*18"-4PR/2.75"*18"-6PR
Max. Power 7.2 PS@8000rpm
Max.Speed 80 kmph
Fuel Tank Capacity 10.1 ltr (2.8 1tr reserve)
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This bike - anyway you look at it - represents toughness. And the ability to handle even
off road, dirt track conditions with ease. All this with the economy and comfort you have
always associated Hero Honda with.
FEATURES
Tough and Rugged
Wider tyres. Higher ground clearance. A special engine guard. This bike any way you
look at it represents toughness. And the ability to handle even off road, dirt track
conditions with ease. All this with the economy and comfort you have always associated
Hero Honda with.
Extra Strength. Matchless Fuel Economy: Say goodbye to your commuting troubles.
And get ready to take on the toughest riding conditions, while continuing to enjoy the
legendary fuel economy. The CD100SS adds a new dimension of strength to Hero
Honda's world famous 4-stroke technology, the CD100SS adds a new dimension of
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strength. Special modifications have been incorporated to prepare the bike for the rough
and the tough.
Larger Reinforced Shock Absorbers: To soak up bumps on unkind roads. To protect
your bike, and insulate you from discomfort.
Wider Tyres: To grip the road, no matter in what condition. Improved cornering
stability and safety.
Heavier Body Weight: To ensure balance and strength. The 103 kilo dry weight makes
the ride exceptionally stable.
Engine Guard: To protect your engines from the assault of sand, mud and stones.
Therefore improving performance.
SPECIFICATIONS
CD100SS
Engine 4-stroke, single cylinder, air - cooled, OHC
Displacement 97.2cc
Clutch Type Manual
Clutch Primary -
Clutch Secondary Multi-plate wet
Transmission 4-speed constant mesh
Final Drive Roller chain
Ignition Electronic
Starting Kick starter
Frame Back bone type
Suspension (Front ) Telescopic hydraulic fork
Suspension (Rear) Spring loaded hydraulic type with both side action
Dimensions (L*W*H) 1960*720*1050mm
Wheel Base 1225mm
Ground Clearance 165mm
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Kerb Weight 112kg
Tyres:Front/Rear 2.75"*18"-4PR/3.00"*18"-4PR
Max. Power 7.2 PS@8000 rpm
Max.Speed 80 kmph
Fuel Tank Capacity 10.1 1tr(2.8 ltr reserve)
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A smooth ride over the toughest of roads with maximum fuel efficiency and at an
affordable price, now you can bid goodbye to all your commuting problems!
FEATURES
Presenting CD Dawn, the true-value 4 stroke, 100cc motorcycle from Hero Honda. A
motorcycle that encompasses the legendary Hero Honda values of fuel-efficiency,
economy and rock-solid dependability
TOUGH TRACK SUSPENSION
The CD Dawn comes with a unique suspension that smoothens and absorbs bumps on
unkind roads and provides you with continuous riding comfort.
DOUBLY STRONG TUBULAR FRAME
Its double tubular-cradle frame by imparting extra stability to the motorcycle, ensures an
exceptionally stable ride.
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This and other features - like the legendary Hero Honda mileage, the first-of-its-kind 2-
year warranty in the category and a price that will make you smile, is what makes the
new Hero Honda CD Dawn - Value Nayae Zamane Ki!
SPECIFICATIONS
Engine 4-stroke, air-cooled, single cylinder OHC
Displacement 97.2cc
Clutch Multiplate wet
Gear box 4 speed constant mesh
Frame Tubular double cradle
Battery 12V - 2.5 Ah
Head lamp 35W / 35W - Halogen bulb
Suspension(front) Telescopic hydraulic shock absorber
Suspension(rear) Swing arm with hydraulic shock absorber
Wheelbase 1230 mm
Dimensions (LxWxH) 1980x720x1045 mm
Ground clearance 150 mm
Kerb weight 108 kgs
Tyre (front) 2.75 x 18-4 PR
Tyre (rear) 2.75 x 18-6 PR
Max power 7.4 PS @ 8000 rpm
Max torque 0.79 Kg-m @ 5000 rpm
Bore x Stroke 50.0 x 49.5 mm
Compression ratio 8.8: 1
Starting Kick start
Fuel tank capacity 10.5 litres (reserve 1.8 litres)
The Karzima features a 223cc, 17PS power pack
that accelerates you from 0-60 in 3.8 seconds.
Distinctive styling and Mag alloy wheels make
35
this bike stand out before it races away from the
pack. Digital ignition and a constant vacuum
carburetor facilitate better control of ignition
timing.Priced at Rs. 89,220/- on road Mumbai
the Karizma is available in seven attractive
shades.
Multi-reflector Trapezoidal
Headlamp with Halogen Lamp
for increased brightness for
greater safety.
Large 276 mm diameter Front
Disc Brakes. 50Kmh to 0 in 2.7
seconds.
The Kazima's stylish
instrument cluster features a
Digital odometer, trip meter,
fuel gauge and clock. Another
first on an Indian motorcycle.
The fuel tank not only provides
a large capacity of capacity of
15 litres (reserve 2 Litres), it
also provides the big sports
bike feel to the Karizma.
KARIZMA to redefine the Indian motorcycle market; company sets formidable
benchmarks in technology & innovation
Advanced Technology Features like AMI system with CCVI, ignition cut-off and
constant vacuum carburettor to provide superb riding performance
Exclusive Firsts such as digital odometer, digital tripmeter, digital fuel gauge and
real time clock guarantee precise measurements
Power Par Imagination: 0 to 60 kmph in 3.8 seconds, the best in the Indian
motorcycle industry
Pass Switch and large front disc brake to provide increased safety
PRICES
Ambition 135 ( Drum & Kick )
Prices (in Rupees)
36
City Ex. Showroom Price On Road Price
Bangalore 44,210 48,927
Calcutta 45,710 50,900
Chennai 46,175 50,361
Delhi 44,976 47,271
Mumbai 45,883 50,167
Pune 44,221 48,360
CBZ
Prices (in Rupees)
City Ex. Showroom Price On Road Price
Bangalore 51,607 57,609
Calcutta 54,432 60,150
Chennai 54,153 58,908
Delhi 53,779 56,291
Mumbai 54,189 59,196
Pune 52,220 57,056
SPLENDOR
Prices (in Rupees)
City Ex. Showroom Price On Road Price
Bangalore 39,947 44,272
Calcutta 40,613 46,000
Chennai 40,723 44,813
Delhi 40,076 42,287
Mumbai 41,831 45,763
Pune 40,322 44,122
CD100 SS
Prices (in Rupees)
City Ex. Showroom Price On Road Price
Bangalore 38,690 42,925
37
Calcutta 39,318 44,475
Chennai 39,452 43,520
Delhi 38,821 41,007
Mumbai 39,452 43,176
Pune 38,026 41,626
CD100
Prices (in Rupees)
City Ex. Showroom Price On Road Price
Bangalore 37,193 41,276
Calcutta 37,796 42,963
Chennai 37,933 41,974
Delhi 37,324 39,485
Mumbai 38,937 42,616
Pune 37,532 41,089
CD DAWN
Prices (in Rupees)
City Ex. Showroom Price On Road Price
Bangalore 31,900 35,765
Calcutta 31,899 36,900
Chennai 30,900 34,835
Delhi 31,899 33,965
Mumbai 32,065 35,146
Pune 30,899 33,880
PASSION PLUS
Prices (in Rupees)
City Ex. Showroom Price On Road Price
Bangalore 41,898 46,403
Calcutta 42,574 48,000
38
Chennai 42,732 46,857
Delhi 41,885 44,127
Mumbai 43,816 47,920
Pune 42,232 46,198
PASSION PLUS DISC
Prices (in Rupees)
City Ex. Showroom Price On Road Price
Bangalore 44,494 49,237
Calcutta 45,212 50,850
Chennai 45,365 49,592
Delhi 44,482 46,950
Mumbai 46,541 50,882
Pune 44,853 49,048
SPLENDOR+ DRUM
Prices (in Rupees)
City Ex. Showroom Price On Road Price
Bangalore 40,447 44,818
Calcutta 41,111 46,500
Chennai 41,223 45,321
Delhi 40,579 42,287
Mumbai 42,351 46,328
Pune 40,822 44,666
SPLENDOR+ DISC
Prices (in Rupees)
City Ex. Showroom Price On Road Price
Bangalore 43,043 47,653
Calcutta 43,749 49,200
Chennai 43,856 48,001
39
Delhi 43,175 45,311
Mumbai 45,076 49,290
Pune 43,444 47,516
40
CHAPTER 4
RESEARCH METHODOLOGY
OBJECTIVES OF THE RESEARCH STUDY
Primary Objective
To find the gap between consumer perception and the brand positioning of the Hero
Honda bikes in India.
Secondary Objectives
1. Understand the brand positioning of Hero Honda bikes in Indian market.
2. Understand the consumer perception towards Hero Honda bikes.
3. Understanding the consumer’s choices while purchasing bikes.
4. Various reasons considered while purchasing a bike.
5. Understanding the consumer’s recall of bikes, punch lines, bike features, and
brand ambassadors and associating them with the brand positioning of bikes
by Hero Honda Company.
6. To check the effectiveness of advertising by Hero Honda Company.
RESEARCH DESIGN
Due care is taken to ensure minimum bias and maximum reliability.
Descriptive Research
Descriptive research is used in the project. The main objective of descriptive research is
to describe the market characteristics or function. The ideal way to go about it was
through Questionnaire. Questionnaire was designed based on research objectives and
the targeted segment. It is the part of conclusive research.
Two types of methods of data collection is used in research:
Secondary data
41
Survey method
DATA SOURCES
Primary Sources of Data
Filling Questionnaires.
Secondary Sources of Data
Books, Internet, Magazines, etc
SAMPLE DESIGN
Target Population
Males and females above 18 years of age in Delhi region are considered for the sample
target population.
Sampling Technique
Convenience sampling: A non-probability sampling technique that attempts to obtain a
sample of convenient element. The selection of sampling units is left primarily to the
interviewer, or the researcher uses personal judgment for taking sample. It is done, by
using convenience in time and reach, using students, friends, etc in the sample.
Sample Size
The sample size of 70 was taken for the Research Study.
Extent
Extent of this study is limited to Delhi only.
Time
Time period in which the data was collected is March-2004.
42
Limitations
1. Sample size taken is 70, which is very small for such type of research study and
may not represent the whole picture of Delhi region.
2. Since the study was taken for two month, so there was a constraint of time,
money and effort.
3. The biasness of consumer or response error cannot be eliminated.
4. Survey was done when India-Pakistan Friendship Series of cricket matches are
going on. As Hero Honda is the official co-sponsor of the tournament, Hero
Honda Company has shown lot of advertisement during that time.
5. No use of complex statistical tools like perceptual mapping in the project because
of lack of knowledge of proper implementation of these complex statistical tools.
43
CHAPTER 5
DATA ANALYSIS, INTERPRETATION
AND PRESENTATION
Q. 1. Gender proportion in the sample
Gender Number
Male 61
Female 9
Total 70
The sample size taken in the project is 70. The percentage of male population in the
sample is 61 which about 87.14% and percentage of female population are about 12.86%
approx, whose number is 9.
44
Q.2. Occupation of the respondents
Gender Business Service Student Self
Employed
Total
Male 6 13 40 2 61
Female 0 1 8 0 9
Total 6 14 48 2 70
Occupation wise distribution of females in the population is zero percent business
women, 12% in service, 88% student, and zero percent self employed. The sample has a
very low percentage of female involved as respondents in the project.
45
Occupation wise distribution of males in the population is 10% involved in business,
22% in service, 66% student, and 2% of respondent is self-employed. The sample has
about of 88% male population involved as respondents in the project.
46
Q.3. Age group of the respondents
Gender Age 18-25 Age 25-30 |Age 30-35 Age
35&above
Total
Male 43 12 2 4 61
Female 8 0 0 1 9
Total 51 12 2 5 70
Distribution of population based on age of the respondents in the research study.
The percentage of male respondents in the age of 18-25 are about 70%, whereas 20%
belongs to the age group of 25-30, and only 3% belong the age group of 30-35, and about
7% of the male respondents belong to the age of 35 years and above.
47
The distribution of female population is not same as male population. It has 89% of the
respondents in the age of 18-25, and 11% population in the age of 35 years and above,
and zero respondents in the age of 25-30 years and 30-35 years.
The majority of the population (both male and female) belongs the to the age of 18-25
years. It has been deliberately chosen as the motorbikes are positioned by the companies
on the target and potential consumers of this age group.
48
Gender Owner / Non-owner
Business Service Student Self Employed
Total
Male Owner 2 7 9 1 19Nonowner 4 6 31 1 42
Female Owner 0 0 0 0 0Nonowner 0 1 8 0 9
Total 6 14 48 2 70Q.4. People who owns the bike
49
The sample respondents of the sample who owns the bike are all male and no female is
the owner of the bike in the sample. The percentage of owners in the whole sample is
only about 27%. Among them, majority of the owners are students.
If yes, then the people who owned Hero Honda bike
Gender Business Service Student Self
Employed
Total
Male 1 1 2 1 5
Female 0 0 0 0 0
Total 1 1 2 1 5
Among the total owners of bikes of the population selected for sample, only 5 people
have Hero Honda bikes. It comes to about 26% of the owners are Hero Honda bike
owners against the total owners of bikes.
It can be concluded that the reach of Hero Honda is very low in the target sample
population.
Q.5. Satisfaction after purchase of the Hero Honda bike
50
Gender Business Service Student Self employed Total
Male High 0 1 2 0 3
Medium 1 0 0 1 2
Low 0 0 0 0 0
Female High 0 0 0 0 0
Medium 0 0 0 0 0
Low 0 0 0 0 0
Total 1 1 2 1 5
Among the total Hero Honda bike owners about 60% of the respondents have rated as
having high satisfaction after purchase of the bike and 40% of the population has rated
medium satisfaction level after purchase of the bike, where no low satisfaction level
respondents are found in the sample.
51
Q.6. People who considered Hero Honda bike before purchasing other bikes.
Gender Business Service Student Self
employed
Total
Male 0 6 6 0 12
Female 0 0 0 0 0
Total 0 6 6 0 12
There are only 19 owner of the bikes in the sample population of 70, among them 5
respondents are the owner of Hero Honda bikes and the rest 14 respondents are other
bike owners. Out the other bike owners 12 who have considered Hero Honda bike also
before purchasing the other bike. In percentage terms, it comes to about 63% of the
other bike owners have taken Hero Honda bikes into consideration before purchasing
other bikes.
52
Q.6. Respondents who have identified these bikes as Hero Honda bikes
Bikes Business Service Student Self
employed
Ambition 5 8 35 2
Pulsar 1 0 2 0
Karizma 3 7 42 1
Dawn 1 6 24 1
Passion 6 9 38 2
Freedom 0 1 3 0
Enticer 0 0 3 0
Caliber 1 3 0
CD Dawn 3 4 23 1
Splendor 5 10 43 1
Victor 0 1 14 0
CD 100 3 2 5 1
Libero 0 0 2 0
Wind 0 0 4 0
CBZ 6 10 37 2
Fiero 0 0 1 0
Eliminator0 0 0 0
Boxer 0 0 0 0
Aderno 0 0 0 0
Centra
VT-I
0 0 0 0
53
This graph shows the people who have identified Hero Honda bikes. The bars under the
total shows the combination of business people, service, students, and self employed and
the bars of Don’t shows the people who were not able to identify the Hero Honda bikes.
Mostly recognized bikes were Splendor, CBZ, Passion, Karizma, Ambition, whereas the
bikes, which were mostly not recognized, are CD100, CD Dawn, and Dawn.
54
These are the people who have given the choice that these are also the Hero Honda bikes,
where as these are not Hero Honda bikes. Therefore, it is a grossly and absolutely
wrong answer.
It implies that there exists a wide gap between the Brand Positioning of bikes by Hero
Honda and Brand Positioning by other companies also. There exits a gap between
consumer perception towards recognizing brand names of bikes and associating it with
company names. As one can easily see the graph and make it clear that respondents have
identified non Hero Honda bikes as also Hero Honda bikes.
Q.7. Respondents who have correctly remembered punch lines
55
Punch
lines/Gender
Right Wrong
Male Female Male Female
Desh ki
Dhadkan
49 8 2 0
Definitely Male 48 4 3 2
Hoodibaba 51 6 3
Jet set go 36 3 6 0
Public Ka Naya
Transport
27 3 4 0
More smiles
per hour
26 2 6 1
The correct punch lines of Desh Ki Dhadkan remembered by males is about 83%,
whereas by females is about 14%, which is the majority of the response given by sample
population. Whereas the wrong answer given sample is only 3%. Therefore it can be
said that majority of the respondents have correctly identified the punchlines of Desh Ki
Dhadkan of Hero Honda. Therefore it can be said that very little gap exits between
consumer perception and brand positioning by Hero Honda Company.
56
The punch line of Definitely Male has been positioned by Bajaj for Pulsar bike, which is
correctly given by about 84% of the responses of the sample. Whereas the female
percentage for correct answer is about 7%, which forms the majority of the responses of
sample population. Whereas the wrong answer given sample is only 9%. Therefore it
can be said that majority of the respondents have correctly identified the punchlines of
Desh Ki Dhadkan of Hero Honda. Therefore it can be said that very little gap exits
between consumer perception and brand positioning by Bajaj Pulsar bikes.
57
The punch lines of Hoodibaba has been positioned for the Bajaj Caliber bikes, which is
correctly remembered by 85% males, whereas by females it is about 10%, which is the
majority of the responses. Whereas the wrong answer given sample is only 5%.
Therefore it can be said that majority of the respondents have correctly identified the
punchlines of Hoodibaba. Therefore it can be said that very little gap exits between
consumer perception and brand positioning.
The punch lines of Jet Set go has been positioned for the Karizma bikes of Hero Honda,
which is correctly remembered by 80% of male responses, whereas by females it is about
7%%, which is the majority of the responses. Whereas the wrong answer given sample
is only 13%. Therefore it can be said that majority of the respondents have correctly
identified the punchlines of Jet Set Go. But 13% of the wrong answers are significant
one and gap exits between consumer perception and brand positioning of punch lines of
karizma bikes.
58
The punch lines of Public Ka Naya Transport has been positioned for the CD Dawn
bikes of Hero Honda, which is correctly remembered by 79% of male responses, whereas
by females it is about 9%%, whereas the wrong answer given sample is only 12%.
Therefore it can be said that majority of the respondents have correctly identified the
punchlines of Public Ka Naya Transport. But 12% of the wrong answers are significant
one and gap exits between consumer perception and brand positioning.
The punch lines of More Smiles Per Hour has been positioned for the TVS Victor bikes,
which is correctly remembered by 74% of male responses, whereas by females it is about
6%%, whereas the wrong answers given sample is only 20%. Therefore it can be said
that majority of the respondents have correctly identified the punch line. But at 20%
wrong answers, there exits a wide gap between the between consumer perception and
brand positioning.
Given the choices to the respondents, Hero Honda bike has shown minimal gap in
remembering the punch lines of bikes. Whereas it is almost equally good for the Bajaj
bikes also, but for punch lines of TVS victor, the gap exists between consumer
perception and brand positioning.
59
Q.8. Respondents identified these bikes as best mileage bikes.
Bikes Business Service Student Self
employed
Total
Ambition 2 4 4 2 12
Karizma 1 1 2 4
Passion 2 4 5 11
Dawn 2 2
CD Dawn 1 1 2
Splendor 2 6 20 28
CBZ 1 2 8 11
CD 100 2 7 9
Can’t say 1 3 4 8
The correct responses were the bolded bikes Dawn, CD Dawn, Splendor, and CD 100.
The company has positioned the best mileage bikes as Dawn, CD Dawn, Splendor, and
CD 100. The total outcome of responses in favors of these bikes were not as positioned
by company. As you can see the responses were scattered over all the bikes. The
combined correct responses of best mileage positioned bikes were only 46% of the
responses. Many of the respondents answered only one bike as positioned on the basis
of best mileage.
60
Q.9. Respondent’s ranking of bikes based on best looks and style
Bikes Rank
1 2 3 4
Ambition 5 10 16 14
Passion 5 7 18 17
Karizma 32 12 1 2
CD Dawn 0 2 6 2
Dawn 0 0 4 0
Splendor 5 8 4 10
CBZ 20 15 5 4
CD 100 1 0 2 0
Can’t say 2 0 0 0
Karizma and CBZ bikes are positioned by the company based on looks and style.
As it is said that beauty lies in the eyes of beholder, the ranking of Hero Honda bikes on
looks and style is a matter of personal choice.
61
Q.10. Respondents identified these bikes offering more colors
Bikes Business Service Student Self employed
Total
Ambition 2 2 10 1 15
Karizma 1 1 5 0 7
Passion 5 5 12 1 23
Dawn 0 0 0 0 0
CD Dawn 0 0 6 0 6
Splendor 0 5 1 0 6
CBZ 0 0 8 0 8
CD 100 0 0 0 0 0
Can’t say 1 3 9 0 13
Correct answer is Ambition, and Karizma which has 7 colors.
Majority of the respondents have rated Passion as the bike having more colors about
56%. But the answer is Ambition and Karizma and their combined response is 33% of
the respondents. But the majority consumer’s perception is different about 77% of the
respondents, who have rated other bikes or they don’t know.
62
Q.11. Respondents identified these bikes as fastest bikes
Bikes Business Service Student Self
employed
Total
Ambition 0 0 0 0 0
Karizma 3 7 27 1 38
Passion 1 0 2 0 3
Dawn 0 0 0 0 0
CD Dawn 0 0 0 0 0
Splendor 0 1 1 0 2
CBZ 0 0 12 0 12
CD 100 0 0 0 0 0
Can’t say 2 4 8 1 15
Karizma is positioned by the company as the fastest bike with 5 gears.
Majority of the respondents of about 55% have given right answers of karizma. Where
as the about 17% of the respondents have rated CBZ which is next to karizma. Overall,
it can be said that a very large part of about 45% respondents either do not know about
the positioning of karizma bike
Q.12. Respondents identified these bikes having best pickup
63
Bikes Business Service Student Self
employed
Total
Ambition 0 1 1
Karizma 3 4 18 1 26
Passion 3 0 3
Dawn 0 0
CD Dawn 0 0
Splendor 1 3 3
CBZ 1 1 12 15
CD 100 1 1
Can’t say 1 5 15 21
Karizma has been positioned by the company having best pickup.
Majority of the respondents about 38% have given right answers of karizma. Where as
the about 31% of the respondents have rated CBZ which is next to karizma. Overall, it
can be said that a very large part of respondents about 62% have given wrong answers or
they do not know the positioning of karizma bike.
Q.13. Respondent’s ranking of bikes based on engine capacity
64
Bikes Rank
1 2 3 4
Ambition 2 6 12 5
Passion 3 3 10 11
Karizma 30 4 0 0
CD Dawn 0 1 1 3
Dawn 0 1 1
Splendor 4 2 2
CBZ 8 16 1 3
CD 100 1 1 1 0
Can’t say 22 0 0 0
The correct order ranking of bikes based on engine capacity is
Karizma 1 position,
CBZ 2 position,
Ambition 3 position,
Passion, Splendor, Dawn, CD Dawn, CD 100 4 position.
The majority of the responses are correct, but a large number of the responses were
wrong also in ranking the bikes based on the engine capacity of the bikes.
65
Q14. Respondents identification of Brand Ambassadors with bikes
Brand Ambassadors Right Wrong Can't SaySaurav Ganguly 45 3 22
Kapil Dev 24 11 35
Sachin Tendulkar 50 1 19
Mohammad Kaif 25 2 43
Hritik Roshan 52 1 17
Pankaj Kapoor 36 4 30
Virendra Sehwag 24 1 45
Yuvraj Singh 29 1 40
Saurav Ganguly, Hritik Roshan, Pankaj Kapoor, Virendra Sehwag, Yuvraj Singh, and
Mohammad Kaif has been brand ambassadors of Hero Honda bikes of Hero Honda
Company. Whereas Sachin Tendulkar is brand ambassador of TVS Victor bikes, and
Kapil Dev is brand ambassador of Kinetic Boss.
Saurav Ganguly has been recalled by about 65% of the respondents as brand
ambassadors of Hero Honda Company, whereas 31% of the respondents have wrongly
associated Saurav Ganguly with other bike advertisements, and 4% respondents did not
remembered about the advertisement.
66
Kapil Dev has been recalled by about 34% of the respondents as brand ambassadors of
Kinetic Boss bike, but Kapil Dev’s bike advertisement have not been correctly recalled
by many of the respondents, which is about 66%.
Sachin Tendulkar has been recalled by about 72% of the respondents as brand
ambassadors of TVS Victor, whereas only 27% of the respondents have wrongly
associated sachin Tendulkar with other bike advertisements, and only 1% respondents
did not remembered about the advertisement.
67
Mohammad Kaif has not been a good brand ambassador, as the respondents who recalled
his advertisements is only 36%, whereas majority respondents do not know about his
advertisements about 61%, and only 3% respondents wrongly remembered his
advertisements.
Hritik Roshan has been a very good brand ambassador of Hero Honda as majority of the
respondents recalled his advertisements which is 75%, whereas only 1% wrongly
remembered his advertisements, and only 24% respondents did not remembered his
advertisements.
68
Pankaj Kapoor’s advertisement was recalled by majority of respondents as a brand
ambassador and was 51% of the sample, whereas about 43% respondents do not know
about his advertisements, and only 6% respondents wrongly remembered his
advertisements.
Yuvraj Singh has not been a very good brand ambassador for Hero Honda, as only
respondents who recalled his advertisements was 41%, whereas majority respondents do
not know about his advertisements about 58%, and only 1% respondents wrongly
remembered his advertisements.
69
Virendra Sehwag is also not a very good brand ambassador of Hero Honda, as the
respondents who recalled his advertisements is only 34%, whereas majority respondents
do not know about his advertisements, which is 65% and only 1% respondents wrongly
remembered his advertisements.
Overall
Overall it can be said that Saurav Ganguly, Sachin Tendulkar, and Hritik Roshan are
good brand ambassadors of their brands. Whereas Kapil Dev, Mohammad Kaif, Pankaj
Kapoor, Virendra Sehwag, and Yuvraj Singh are not very effective as brand
ambassadors. The respondent’s recall of their advertisement’s is very low. Therefore
there exits a wide gap between brand positioning and consumer perception of bikes.
Whereas I did not understand the purpose of taking too many brand ambassadors by
Hero Honda. It just confuses the respondent in recalling and recognizing advertisements
with brand ambassadors and bikes. I would rather suggest in taking only few of them
and continually reinforcing it.
70
71
CHAPTER 6
FINDINGS
Recognizing Hero Honda bikes, among a list of bikes. Mostly recognized
bikes of Hero Honda are Splendor, CBZ, Passion, Karizma, Ambition, whereas
the bikes, which were mostly not recognized, are CD100, CD Dawn, and Dawn.
It implies that there exists a wide gap between the Brand Positioning of bikes by
Hero Honda and Brand Positioning by other companies also.
Recognizing Hero Honda bikes based on best mileage. The company has
positioned the best mileage bikes as Dawn, CD Dawn, Splendor, CD 100. The
combined correct responses of best mileage positioned bikes were only 46% of
the responses. Many of the respondents answered only one bike as positioned on
the basis of best mileage.
Recognizing Hero Honda bikes based on looks and style. As it is said that
beauty lies in the eyes of beholder, the ranking of Hero Honda bikes on looks and
style is a matter of personal choice.
Recognizing Hero Honda bikes based on more color offerings. Majority of
the respondents have rated Passion as the bike having more colors, which is about
56%. But the answer is Ambition and Karizma and their combined response is
33% of the respondents. But the majority consumer’s perception is different
about 77% of the respondents, who have rated other bikes or they don’t know.
Recognizing Hero Honda bikes based on fastest bike. Majority of the
respondents of about 55% have given right answers of karizma. Overall, it can
be said that a very large part of about 45% respondents either do not know about
the positioning of karizma bike.
72
Recognizing Hero Honda bikes based on best pickup. Majority of the
respondents about 38% have given right answers of karizma. Where as the about
31% of the respondents have rated CBZ which is next to karizma. Overall, it can
be said that a very large part of respondents have given wrong answers or they do
not know the positioning of karizma bike.
Recognizing Hero Honda bikes based on engine capacity. The majority of the
responses are correct, but a large number of the responses were wrong. Therefore
a wide gap exists between the consumer perception and the brand positioning of
the Hero Honda bikes based on the engine capacity.
73
CHAPTER 7
CONCLUSIONS AND SUGGESTIONS
Positioning of bikes on mileage has not been done properly. Some Hero Honda
bikes like Dawn, CD Dawn, CD 100SS, Splendor, Passion, and CD 100 falls in
this category. But the consumers remembered only one of them and rather they
have considered other bikes also. There positioning of bikes based on mileage
should be done again.
As the consumers gets confused and have problem in associating bikes with Hero
Honda company, therefore the company should focus on projecting these bikes as
Hero Honda bikes. One reason, which I find is that Hero Honda has positioned
the bikes as separate brands and have not associated Hero Honda names with
bikes. Therefore the company must use Brand names with sub brands. Like
Bajaj Pulsar, TVS Victor, etc.
They should now concentrate more on their product which are not showing good
sales and should discontinue them if see constant losses, newer products to be
introduced on their place.
The company should also lower the spare parts any the maintenance cost as the
middle class people feel it is little high compared to the other brand’s spare parts.
The company should also provide enough spare parts to the dealers so that the
customers won’t have any problem looking for the spare parts during emergency.
74
BIBLIOGRAPHY
1. Boyd, W. Harper, Ralph Westfall, and Stanley F. Stasch, “Marketing Research”
(seventh edition) pp. 90-91.
2. Gupta, Anil and Anupam Ghosh, “Brand Biography – Hero Honda”, Advertising
Express, February 2004, pp. 41-43.
3. Kotler, Philip “Marketing Management” (Ninth Edition), Prentice Hall of India
Pvt. Ltd. pp. 185-186.
4. Kotler, Philip “Marketing Management” (Ninth Edition), Prentice Hall of India
Pvt. Ltd. pp. 443.
5. http://www.mid-day.com/news/business/2003/may/53005.htm “Bajaj, Hero
Honda vie for pole position” accessed on 20 April 2004.
6. http://www.mouthshut.com/readreview/42966-1.html
7. http://www.mouthshut.com/readreview/39860-1.html
8. http://www.herohonda.com/site/home/home.asp
75
QUESTIONNAIRE
Q Name: _________________
Q Gender: Male Female
Q Occupation: Business Service Student Self Employed
Q Address: _____________________________
Q Age: 18-25 25-30 30-35 35&above
Q Do you own a bike (Y/N)
If yes, Name of bike purchased ________________
If no, do you want to purchase a bike (Y/N)
Q Satisfaction after purchase (Tick ):
(High /Medium /Low /Not Applicable)
Q Name other brands considered and compared before purchasing your bike.
_____________ ______________ _______________
Q Which brand comes to your mind thinking of best mileage for Hero Honda bikes
(Tick ):
Ambition ____ Karizma _____ Dawn _____ CBZ _____ CD 100 _____
Passion ____ CD Dawn _____ Splendor _____ can’t say _____
76
Q Rank the bikes which have best looks and style (in ascending order, 1 being best and
so on).
Ambition ____ Karizma _____ Dawn _____ CBZ _____ CD 100 _____
Passion ____ CD Dawn _____ Splendor _____ can’t say _____
Q Which Hero Honda bike offers more colors (Tick ):
Ambition ____ Karizma _____ Dawn _____ CBZ _____ CD 100 _____
Passion ____ CD Dawn _____ Splendor _____ can’t say _____
Q Which among the following is the fastest bike(Tick ):
Ambition ____ Karizma _____ Dawn _____ CBZ _____ CD 100 _____
Passion ____ CD Dawn _____ Splendor _____ can’t say _____
Q Which among the following has best pickup(Tick ):
Ambition ____ Karizma _____ Dawn _____ CBZ _____ CD 100 _____
Passion ____ CD Dawn _____ Splendor _____ can’t say _____
Q Rank the following bikes based on engine capacity (In ascending order, 1 being best
and so on).
Ambition ____ Karizma _____ Dawn _____ CBZ _____ CD 100 _____
Passion ____ CD Dawn _____ Splendor _____ can’t say _____
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