Summer Training Proj. Hero Honda by Sahil Nagpal

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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. 1

Transcript of Summer Training Proj. Hero Honda by Sahil Nagpal

Page 1: 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

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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)

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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

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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

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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

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Delhi 43,175 45,311

Mumbai 45,076 49,290

Pune 43,444 47,516

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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

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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

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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

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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.

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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.

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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

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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.

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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

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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

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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

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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

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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 _____

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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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