customer relationship management s
TRANSCRIPT
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 1/88
CONTENTS
PAGE No.
CHAPTER 1 01
1.0 INTRODUCTION1.1 OBJECTIVE OF THE STUDY1.2 RESEARCH METHODOLOGY1.3 SAMPLE SIZE1.4 LIMITATION
CHAPTER 2 14
2.0 OVERVIEW OF LITERATURE
CHAPTER-3 25
3.0 COMPANY PROFILE3.1 INDUSTRY PROFILE3.2 PRODUCTS PROFILE3.3 DEALER PROFILE
CHAPTER-4 57
4.0 DATA ANALYSIS
CHAPTER-5 79
5.0 FINDING5.1 SUGGESTIONS5.2 CONCLUTION
ANNEXURE: QUESTIONNAIRE 83
BIBLIOGROPHY
1
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 2/88
CHAPTER - I
INTRODUCTION
2
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 3/88
1.1. CUSTOMER RELATIONSHIP MANAGEMENT
Customer relationship management is perhaps the most important concept of modern marketing. Until recently CRM has been defined narrowly as a customer data
management activity. By this definition, it involves managing detailed information about
individual customers and carefully managing customer “touch points” in order to
maximize customer loyalty.
More recently, however, customer relationship management has taken on a
broader meaning. In this broader sense, customer relationship management is the overall
process of building and maintaining profitable customer relationships by delivering
superior customer value and satisfaction. It deals with all aspects of acquiring, keeping,
and growing customers.
RELATIONSHIP BUILDING BLOCKS: CUSTOMER VALUE AND
SATISFACTION
The key to building lasting customer relationships is to create superior customer
value and satisfaction. Satisfied customers are more likely to be loyal customer and to
give the company a larger share of their business.
CUSTOMER VALUE attracting and retaining customers can be a difficult task.
Customers often face a bewildering array of products and services from which to choose.
A customer buys from the firm that offers the highest customer perceived value the
customer’s evaluation of the difference between all the benefits and all the benefits andall the costs of a marketing offer relative to those of competing offers.
3
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 4/88
CUSTOMER SATISFACTION customer satisfaction depends on the products
perceived performance relative to a buyer expectation. If the products performance falls
short of expectations, the customer is dissatisfied. If performance matches expectations,
the customer is satisfied. If performance exceeds expectations, the customer is highly
satisfied or delighted.
Outstanding marketing companies go out of their way to keep important
customers satisfied. Highly satisfied customers make repeat purchases and tell other
about their good experiences with the product. The key is match customer expectation
with company performance. Smart companies aim to delight customers aim to delight
customers by promising only what they can deliver, then delivering more than they
promise.
However, although the customer centered firm seeks to deliver high customer
satisfaction relative to competitors, it does not attempt to maximize customer satisfaction.
A company can always increase customer satisfaction by lowering its price or increasing
its services. But this may result in lower profits. Thus the purpose of marketing is to
generate customer value profitably. This requires a very delicate balance: the marketer
must continue to generate more customer value and satisfaction but not “give away the
house”.
CAPTURING VALUE FROM CUSTOMERS
The first four steps in the marketing process involve building customer
relationships by creating and delivering superior customer value. The final step involves
capturing value in return, in the form of current and future sales, market share, and
profits. By creating superior customer value, the firm creates highly satisfied customers
who stay loyal and buy more. This, in turn, means greater long run returns for the firm.
Her, we discuss the outcomes of creating customer value: customer loyality and
retention, share of market and share of customer, and customer equity.
4
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 5/88
CREATING CUSTOMER LOYALTY AND RETENTION
Good customer relationship management creates customer delight. In turn,
delighted customers remain loyal and talk favorable to others about the company and its
products. Studies show big differences in the loyalty of customers who are less satisfied,
some what satisfied, and completely satisfied. Even a slight drop from complete
satisfaction can create an enormous drop in loyalty. Thus the aim of customer
relationship management is to create not just customer satisfaction, but customer delight.
Companies are realizing that losing a customer means losing more than a single
sale. It means losing the entire stream of purchases that the customer would make over a
lifetime of patronage. For example, here is a dramatic illustration of customer lifetime
value:
GROWING SHARE OF CUSTOMER
Beyond simply retaining good customers to capture customer life time value,
good customer relationship management can help marketers to increase their share of
customer the share they get of the customers purchasing in their product categories.
Many marketers are now spending less time figuring out how to increase share of market
and more time trying to grow share of customer. Thus banks want to increase” share of
wallet” supermarkets and restaurants want to get more share of stomach car companies
want to increase share of garage and airlines want greater share of travel .
BUILDING CUSTOMER EQUITY
We can now see the importance of not just acquiring customers, but of keeping
and growing them as well. Customer relationship management takes a long term view.Companies want not only to create profitable customers, but to “own” them for life.,
capture their customer lifetime value, and earn a greater share of their purchases.
5
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 6/88
WHAT IS MARKETING
Marketing, more than any other business function deals with customers.
Although we will soon explore more-detailed definitions of marketing, perhaps the
simplest definition is this one: Marketing is managing profitable customer relationships.
The twofold goal of marketing is to attract new customers by promising superior value
and to keep and grow current customers by delivering satisfaction.
Wal-Mart has become the world Largest retailer, and the worlds largest company,
by delivering its promise,” Always low prices. Always! “ At Disney theme parks
”imaginers” work wonders in their quest to “ make a dream come true today.” Dell ,
leads the personal computer industry by consistently making good on its promise to “be
direct” Dell makes it easy for customers to customer design their own computer and have
them delivered quickly to their doorsteps or desktops. These and other highly successful
companies know that if they take care of their customers, market share and profits will
follow.
Sound marketing is critical to the success of every organization. Large for-profit
firms such as procter & Gamble, Sony, Wall-mart, IBM, and Marriott use marketing.
But so do not for profit organizations such as colleges, hospitals, museums, symphony
orchestras, and even churches.
MARKETING DEFINED
What is marketing? Many people think of marketing only as selling and
advertising and wonder every day we are bombarded with television commercials, direct
ail offers, sales calls, and internet pitches. However, selling and advertising are only the
tip of the marketing iceberg.
Today marketing must be understood not in the old sense of making a sale”
telling and selling” but in the new sense of satisfying customers needs. If the marketer does a good job of understanding consumer needs; develops products that provide
superior value; and prices distributes, and promotes them effectively these products will
sell very easily. Thus, selling and advertising are only part of a larger “marketing mix” a
set of marketing tools that work together to satisfy customer needs and build customer
needs and build customer relationships.
6
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 7/88
Broadly defined, marketing is a social and managerial process by which
individuals and groups obtain what they need and want through creating and exchanging
value with others. In a narrower business context marketing involves building profitable,
value laden exchange relationships with customers. Hence, we define marketing as the
process by which companies create value for customer and build strong customer
relationship In order to capture value fro customers in return.
Customer value and satisfaction
Consumers usually face a broad array of products and services that might satisfy a
given need. How do they choose among many marketing offers? Customers form
expectations about the value and satisfaction that various marketing offers will deliver
and buy accordingly satisfied customer buy again and tell others about their good
experiences. Dissatisfied customers often switch to competitors and disparage the
product to others.
Marketers must be careful to set the right level of expectations. If they set
expectations too high, buyers will be disappointed. Customer value and customer
satisfaction are key building blocks for developing and managing customer relationships.We will revisit these core concepts later in the chapter.
7
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 8/88
OBJECTIVE OF THE STUDY:
The main objective was to study the customer behavior towards motor vehicle
with special reference to Hero Honda motor cycles in the district of
Hyderabad. The Various sub objectives were to find out the following:
To study the various methods of customer awareness regarding the product,
PASSION Plus.
To find the market share of Passion plus according to the segmentation.
To find the ways to develop better relationship with the customers.
To find the source of awareness regarding the bike in the customers mind.
To find the tough competitors for the Passion plus in the market.
The factors affecting the customers buying decision regarding the purchase of
motor Cycles.
The buyer’s opinion on the after sales services and attributes offered by the
Passion plus manufacturing motorcycles.
To the customers preferences towards two wheelers.
To the satisfaction levels of customers about after sale service.
8
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 9/88
RESEARCH METHODOLOGY:
The systematic design, collection, analysis, and reporting of data relevant to a
specific marketing situation facing an organization.
DEFINING THE PROBLEM:
Defining the problem and research objectives is often the hardest step in the
research process.
The marketing problem on which the survey is expected to focus should be
clearly defined. Before this clear definition is possible, it may be necessary to undertake
some exploratory research into certain aspects of the client's business. Example, the sale
organization methods of publicity, distribution arrangements etc., in an attempt to
pinpoint areas of significance of the inquiry. Preparatory work of nature carried out
conscientiously and objectively, is an essential element in the systematic study of
marketing problems. Management and researchers should work closely together in this
crucial task of developing survey objectives.
DEVELOPEING RESEARCH PLAN:
A research design is purely and simply the frame work of plan for a study that
guides the collection and analysis of the data. It is a map or blue print according to which
the research is to be collected. The research design specifies the methods for data
collection and data analysis.
The researcher specifically pinpoints that to carry out the research properly.1. How the data be collected.
2. Which instruments for data collection would be used, and
3. What sampling plan would be used?
The researcher has to carefully decide and make a choice from the group of different
alternatives available to him.
9
Developing theResearch planFor collecting
Information
Defining theProblem and
ResearchObjectives
Interpretingand reportingthe findings
Implementing theResearch plan-Collecting and
Analyzing the data
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 10/88
FIELD WORK/DATA COLLECTION:
This stage will be central point of the research activities. An effective sampling
plan would have been devised in stage two and the efficiencies of various methods of
collecting data would have been evaluated. At this stage, the survey methodology has to
be put into proactive. Since time constraints an inevitable, it would be advisable to plan
operations on a time schedule. Since so much of the efficiency of the company research
progress depends on reliable and valid data being gathered by research, activities during
this stage of research should be carefully planned and executed.
DATA ANALYSIS AND EVALUATION:
The data analysis and evaluation of the fourth step in the Research process. The
data are first edited, ceded and tabulated for the purpose of analyzing them. The editing,
coding and tabulating is a most when the interviewer has amassed a huge amount of data
concerning the Research project at hand. The analysis can be conducted by using simple
statistical tools like percentages, averages and measures dispersion. The collected data
may be analyzed by using diagrams, graphs, charts, picture Etc., Finally meaning data
may be extracted from the analysis thus conducted.
REPORTS PRESENTATION:
The last state in the research process should be done thoroughly. During the
preceding stage research will be planning how to present their findings. Tables, graphs
and other diagram data to illustrate the principle findings of the researchers.
RESEARCH INSTRUMENTS
Marketing research has a choice of two mail research instruments in collecting
the primary data. They are questionnaires and mechanical devices.
10
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 11/88
QUESTIONNAIRE
It is a formalized instrument for asking information directly from the respondent
concerning behavior, demographic characteristics, level of knowledge and or attitude,
belief, and feelings. Because of its flexibility, it is by and large the most common
instrument used to collect the primary data.
Questionnaires contain two types of questions or a combination of Closed-End
questions and Open-End questions. Closed-end questions include all the possible
answers, and subjects make choices among them.
Open-end questions allow respondents to answer in their own words. In this research I
used Closed-end questions and Open-end questions. In Closed-end I used multiple choice
questions, Rating scale question and Dichotomous questions.
SAMPLING DESIGN
After deciding the research approach and instruments research must design the
sample from which the data is to be collected. Thus, the research has to decide whether
he will conduct a census or a sample survey to collect the data needed for his study.
In this project sample survey method has been taken i.e. only a portion of whole
population is surveyed.
11
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 12/88
SAMPLING SIZE
Sampling size is the number of people being surveyed. In my research, 50
consumers are my sample size.
SAMPLING PROCEDURE
In my survey, I selected consumers randomly in the petroleum outlet who visited
for their two-wheelers. Therefore, it is random sample.
CONTACT METHOD
Once the sampling plan has been determined, marketing research must decide
how the consumer should be contacted. The choices are mail, telephone or personal
interview.
In my research I had done personal interviewing. It is most versatile of the three
methods because we can ask more questions and can record additional observationsabout the respondent.
SECONDARY DATA:
It is the data were collected for another purpose and already existing.
Secondary data provide a starting point for research and offer the advantage of low cost
and ready availability. The various sources from which secondary data is collected are1. Company profile and records.
2. Magazines.
3. News papers
4. Reference books related to subject.
The sample size of survey is only 100 respondents.
12
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 13/88
LIMITATIONS:
In undertaking the study, the researcher encountered certain problems. Firstly, the
respondents were not available readily and the data collected as per the convenience of
the respondents. Secondly, the organizational policies had its influence on the
respondent’s opinions at the time of collection of data. Thirdly, the limitations of
sampling had an effect on the study as it was concentrating on a particular segment of
organizations.
The sample size is restricted to 100 respondents only.
Due to certain constraints, the survey is limited to the twin cities to Hyderabad
and Secunderabad.
The survey cannot be generalized to rural areas as it is limited to twin cities only.
Some respondents did not provide the requisite information pertaining to the
questionnaire.
13
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 14/88
CHAPTER - II
14
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 15/88
OVERVIEW OF LITERATUREOVERVIEW OF LITERATURE
CUSTOMER RELATIONSHIP MANAGEMENT
The concept of relationship marketing was first coined by Berry in 1983. He
considered it to consist of attracting, maintaining and enhancing customer relationships
within organizations. In the years that followed, companies were engaging more and
more in a meaningful dialogue with individual customers. In doing so, new
organizational forms as well as technologies where used, eventually resulting in what we
know as Customer Relationship Marketing (CRM). The main difference between RM
and CRM is that the first does not acknowledge the use of technology, where the latter
uses Information Technology (IT) in implementing RM strategies.
Customer relationship management (CRM) is a customer-centric business
strategy with the goal of maximizing profitability, revenue, and customer satisfaction.
Technologies that support this business purpose include the capture, storage and analysis
of customer, vendor, partner, and internal process information. Functions that support
this business purpose include sales, marketing, customer service, training, professional
development, performance management, human resource development, and
compensation. Technology to support CRM initiatives must be integrated as part of an
overall customer-centric strategy. Many CRM initiatives have failed because
implementation was limited to software installation without alignment to a customer-
centric strategy.
The essence of CRM
The exact meaning of CRM is still subject of heavy discussions. However, the
overall goal can be seen as effectively managing differentiated relationships with allcustomers and communicating with them on an individual basis. Underlying thought is
that companies realize that they can supercharge profits by acknowledging that different
groups of customers vary widely in their behavior, desires, and responsiveness to
marketing.
15
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 16/88
CRM is the philosophy, policy and coordinating strategy connecting different
players within an organization so as to coordinate their efforts in creating an overall
valuable series of experiences, products and services for the customer.
The different players within the organization are in identifiable groups:
• Customer Facing Operations - The people and the technology support of
processes that affect a customer's experience at the frontline interface between the
customer and the organization. This can include face to face, phone, IM, chat,
email, web and combinations of all medium. Self-service kiosk and web self-
service are doing the job of vocals and they belong here.
• Internal Collaborative Functional Operations - The people and technology support
of processes at the policy and back office which ultimately affect the activities of
the Customer Facing Operations concerning the building and maintaining of
customer relationships. This can include IT, billing, invoicing, maintenance,
planning, marketing, advertising, finance, services planning and manufacturing.
• External Collaboration functions - The people and technology support of
processes supporting an organization and its cultivation of customer relationships
that are affected by the organization's own relationship with suppliers/vendors
and retail outlets/distributors. Some would also include industry cooperative
networks, e.g. lobbying groups, trade associations. This is the external network foundation which supports the internal Operations and Customer facing
Operations.
• Customer Advocates and Experience Designers - Creative designers of customer
experience that meet customer relationship goals of delivering value to the
customer and profit to the organization (or desired outcomes and achievement of
goals for non-profit and government organizations).
• Customer and Employee Surveyors and Analysts - Customer Relationships are
both fact driven and impression driven - the quality of an interaction is as
important as the information and outcome achieved, in determining whether the
relationship is growing or shrinking in value to the participants.
16
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 17/88
Technology considerations:
The technology requirements of a CRM strategy must be guided by an overall
view of who is the customer and what value they are to get from engaging with the
organization.
The basic building blocks:
A database for customer lifecycle (time series) information about each customer and
prospect and their interactions with the organization, including order information,
support information, requests, complaints, interviews and survey responses.
Customer Intelligence - Translating customer needs and profitability projection into
game plans for different segments or groups of customers, captured by customer
interactions (Human, automated or combinations of both) into software that tracks
whether that game plan is followed or not, and whether the desired outcomes are
obtained.
Business Modeling - Customer Relationship Strategy, Goals and outcomes: Numbers and
description of whether goals were met and models of customer segments and game plans
worked as hypothesized.
Learning and Competency Management Systems - Customer Capacity and Competency
Development - Training and improving processes and technology that enable the
organization to get closer to achieving the desired results. Complex systems require
practice in order to achieve desired outcomes, especially when humans and technology
are interacting. Iteration is the key to refining, improving and innovating to stay ahead of
the competition in Customer Relationship Management. (Successful tools, technology
and practices will be copied by the competition as soon as they are proven successful.)
Analytics and quality monitoring - Voice recognition, video pattern matching, statistical
analysis, activity-based costing to ultimately determine profitability of customer
relationship policies and activities over the lifecycle of each group of customers sharing a
defined set of characteristics.
17
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 18/88
Collaboration and Social networks - Profiling and interactive technology that
allows the customers to interact with the business and their fellow customers and others:
prospective customers, strategic partners.
The building blocks can be implemented over time separately, but eventually
need to be dynamically coordinated. The ongoing alignment of the basic building blocks
distinguishes an elegant seamless CRM implementation which successfully builds
mutually valuable relationships.
Operational CRM:
Operational CRM provides support to "front office" business processes, including
sales, marketing and service. Each interaction with a customer is generally added to a
customer's contact history, and staff can retrieve information on customers from the
database when necessary.
One of the main benefits of this contact history is that customers can interact with
different people or different contact channels in a company over time without having to
describe the history of their interaction each time. Consequently, many call centers use
some kind of CRM software to support their call center agents.
Operational CRM processes customer data for a variety of purposes:
• Managing Campaigns
• Enterprise Marketing Automation• Sales Force Automation
Analytical CRM:
Analytical CRM analyzes customer data for a variety of purposes:
• Design and execution of targeted marketing campaigns to optimize marketingeffectiveness
• Design and execution of specific customer campaigns, including customer acquisition, cross-selling, up-selling, retention
• Analysis of customer behavior to aid product and service decision making (e.g. pricing, new product development etc.)
• Management decisions, e.g. financial forecasting and customer profitabilityanalysis
18
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 19/88
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 20/88
Successes:
While there are numerous reports of "failed" implementations of various types of
CRM projects, these are often the result of unrealistic high expectations and exaggerated
claims by CRM vendors.
Many of these "failures" are also related to data quality and availability. Data
cleaning is a major issue. If the company CRM strategy is to track life-cycle revenues,
costs, margins and interactions between individual customers, this must be reflected in all
business processes. Data must be extracted from multiple sources (e.g.,
departmental/divisional databases, including sales, manufacturing, supply chain,
logistics, finance, service, etc.), requiring an integrated, and comprehensive business
processing system to be in place with defined structures and data quality. If not,
interfaces must be developed and implemented to extract data from different systems.
This creates a demand far beyond customer satisfaction to understand the full business-
to-business relationship. For this reason, CRM is more than a sales or customer
interaction system.
The experience from many companies is that a clear CRM requirement with
regard to reports (e.g., input and output requirements) is of vital importance before
starting any implementation. With a proper demand specification, a great deal of time
and money can be saved based on realistic expectations of systems capability. A well
operating CRM system can be an extremely powerful tool for management and customer
strategies.
Privacy and data security
One of the primary functions of CRM software is to collect information about
customers. When gathering data as part of a CRM solution, a company must consider
customer privacy and data security with respect to legal and cultural environments. Some
customers prefer assurance that their data is not shared with third parties without their
consent and that it cannot be illicitly accessed by third parti
20
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 21/88
Customer relationship management is perhaps the most important concept of
modern marketing. Until recently CRM has been defined narrowly as a customer data
management activity. By this definition, it involves managing detailed information about
individual customers and carefully managing customer “touch points” in order to
maximize customer loyalty.
More recently, however, customer relationship management has taken on a
broader meaning. In this broader sense, customer relationship management is the overall
process of building and maintaining profitable customer relationships by delivering
superior customer value and satisfaction. It deals with all aspects of acquiring, keeping,
and growing customers.
EXCHANGES AND RELATIONSHIPS
Marketing occurs when people decide to satisfy need and wants through exchange
relationships. Exchange is the act of obtaining a desired object from someone by
offering something in return. In the broadest sense, the marketer tries to bring about a
response to some marketing offer. The response may be more than simply buying or
trading products and services. A political candidate, for instance, wants votes, a church
wants membership, and a social action group wants idea acceptance.
Marketing consists of actions taken a build and maintain desirable exchange relationships
with target audiences involving a product, service, idea, or other object. Beyond simply
attracting new customers and creating is to retain customer and grow their business with
the company. Marketers want to build strong relationships by consistently delivering
superior customer value. We will expand on the important concept customer relationship
management later in the chapter.
SELECTING CUSTOMERS TO SERVE
The company must first decide who it will serve. It does this by dividing the market
in to segments of customers (market segmentation) and selecting which segments it will
go after (target marketing) .some people think of marketing management as finding as
many customers as possible and increasing demand. But marketing manager know that
21
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 22/88
they cannot serve all customers in every way. By trying to serve all customers, they may
not serve any customers well. Instead, the company wants to select only customer that it
can serve well and profitably. For example, Nordstrom stores profitable target families
with more modest means.
Some marketers may even seek fewer customers and reduced demand. For
example, many power companies have trouble meeting demand during peak usage
periods. In these and other cases of excess demand, demand, and companies may
practice reduce the number of customers or to shift their demand temporarily or
permanently? For instance, to reduce demand for space on congested expressways
Washington, D.C., the metropolitan Washington council of Governments has set up a
web site encouraging commuters to carpool and use mass transit.
Thus marketing managers must decide which customers they want to target, and
on the level, timing and nature of their demand. Simply put, marketing management is
customer management and demand management.
MARKETING MANAGEMENT ORIENTATIONS
Marketing management wants to design strategies that will build profitable relationships
with target consumers. But what philosophy should guide these marketing strategies?What weight should be given to the interests of customers, the organizations and society?
Very often, these interests conflict.
There are five alternative concepts under which organizations design and carry
out their marketing strategies the productions, product, selling, marketing, and societal
marketing concepts.
22
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 23/88
THE PRODUCTION CONCEPT
The production concept holds that consumers will favor products that are
available and highly affordable. Therefore, management should focus on improving
productions and distribution efficiency. This concept is one of the oldest orientations
that guide sellers.
PRODUCT CONCEPT
The idea that consumers will favor products that offer the most in quality,
performance, and features and that the organizations should therefore devote its energy to
making continuous product improvements.
SELLING CONCEPTS
The idea that consumers will not buy enough of the firms’ products unless it
undertakes a large scale selling and promotions efforts.
MARKETING CONCEPTS
The marketing management philosophy that holds that achieving organizational goals
depends on knowing the needs and wants of target markets and delivering the desired
satisfactions better than competitors do.
THE SOCIETAL MARKETING CONCEPT
A principle of enlightened marketing that holds that a company should make
good marketing decisions by considering consumers wants the companies’ requirements,
consumers’ long-run interests, and society’s long run interests.
BUILDING CUSTOMER RELATIONSHIPS
The first three steps in the marketing process understanding the marketplace and
customer needs, designing a customer driven marketing strategy, and constructing
marketing programs all lead up to the fourth and most important step building profitable
customer relationships
23
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 24/88
It needs to be emphasized at the very outset that there is no unified, tested and
universally established theory buying behavior. What we have today are certain ideas on
buying behavior. Some of these ideas are taken their cue from economics, others from
psychology, and yet other is drawn simultaneously from several of the social sciences.
Professional researchers as well as business firms have studied the subject extensively,
contributing to a large assortment of knowledge on buyer behavior. However, a
universally accepted theory on the subject is yet to emerge. It is with this understanding
of the limitations of buyer behavior studies that we have to precede further.
Buying behavior concerned with the activities and actions of people and
organizations that purchase and use economic goods and services, including the
influences on these activities and actions.
The Consumer’s Environment
The many environmental influences combine to form a total life setting for
consumers. Purchasing and using product and services are among the ways in which
people respond to and interact with the world about them. Marketing managers must
understand the live setting of consumers to fully appreciate what consumers are trying to
accomplish with particular purchase. Only then can a company demonstrate the relevance
of its marketing offer to customers by showing how it will help them deal with their life
setting. Ultimately, convincing customers of the product offer’s relevance is crucial to
sales growth in markets.
Marketing stimuli consist of the four P s: product, price, place and promotion.
Other stimuli include major forces and events in the buyer’s environment: economic,
technological, political, and cultural. All these inputs enter the buyer’s black box where
they are turned into a set of observable buyer responses: product choice, brand choice,
dealer choice, purchase timing and purchase amount.
The marketer want to understand how the stimuli are changed into response
inside the consumer’s black box, which has two parts: First, the buyer’s characteristics
influence how he or she perceives and reacts to the stimuli; Second, the buyer’s decision
process itself affect the buyer’s behavior.
24
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 25/88
CHAPTER - IIICHAPTER - III
COMPANY PROFILE:COMPANY PROFILE:
25
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 26/88
Hero Honda Motors Ltd. "Desh ki Dhadkan"
Hero Honda is the World's No.1 two-wheeler manufacturing company having the
trust of more than 5 million customers. The company is a joint venture of Hero Cycles of
India and Honda Motor of Japan. Achiever, CBZ, CD Dawn, Karizma, Passion, Pleasure
and Splendor are its famous brands on Indian roads.
Type Public company BSE:HEROHONDA M
Founded January 19, 1984 in Gurgaon, Haryana, India
Headquarters New Delhi, India
Key people
Brijmohan Lal Munjal, Founder
Mr. Brijmohan Lal Munjal, Chairman
Mr. Toshiaki Nakagawa, Joint Managing Director
Mr. Pawan Munjal, Managing Director, CEO
Industry Automotive
Products Motorcycles, Scooters
Revenue U$ 2.8 billionSlogan Desh Ki Dhadkan
Website www.Herohonda.com
Hero Honda 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
26
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 27/88
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. Add
to that technological excellence, an expansive dealer network, and reliable after sales
service, and you have one of the most customer – friendly companies.
Brijmohan Lall Munjal – The king of the Road
The venerated patriarch and visionary of the Hero Group,
Mr. Brijmohan Lall Munjal is a first generation entrepreneur who started very small
and through sheer hard work and perseverance has today made his two-wheeler venture
the world’s no.1 Two Wheeler Company.
Customer satisfaction, a high quality product, the strength of Honda technology
and the Hero group’s dynamism have helped HHML scale new frontiers and exceed
limits.Hero, the brand name synonymous with two-wheelers in India, is a multi-unit,
multi-product, geographically diversified, Group of Companies – the reflection of the
steely ambition and indomitable grit of the Munjal Family…
Mission Statement Of Brij Mohan Lall Munjal
“It’s our mission to strive for synergy between technology, systems and human
resources to produce products and services.
Hero Honda has a reputation of being the most fuel-efficient and the largest selling
Indian motorcycle. Its commitment of providing the customer with excellence is self-
evident. A rich background of producing high value products at a reasonable price led the
world's largest manufacturer of motorcycles to collaborate with the world's largest
bicycle manufacturer.
It was this affinity in working cultures of Honda Motor Company of Japan and the Hero
Group that resulted in the setting up of Hero Honda Motors Ltd. A relationship so
harmonious that Hero Honda has managed to achieve indigenization of over 95 percent, aHonda record worldwide.
Tactical promotions and excellent marketing helped Hero Honda establish itself as an
intelligent purchase. Its unique features like fuel conservation, safety riding courses and
mobile workshops helped the group reach in the interiors of the country.
27
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 28/88
Finance services helped facilitate purchase, as did an efficient dealer network across the
country. Well-entrenched in the domestic market, Hero Honda Motors Ltd. turned its
attention overseas, and exports have been steadily on the rise.
Over the years, the Company has received its share of accolades, including the National
Productivity Council's Award (1990-91), and the Economic Times - Harvard Business
School Association of India Award, against 200 contenders.
Founder Munjal Brothers: Mr. Satyanand Munjal, Mr.Brijmohan Lall Munjal and Mr. O. P. Munjal.
Year of Establishment 1984 (The Hero Group was established in 1956)
Mission "Its our mission to strive for synergy betweentechnology, systems and human resources, to produce products and services that meet the quality, performance and price aspirations of our customers.While doing so, we maintain the highest standards of ethics and societal responsibilities."
- Mr Brijmohan Lall Munjal, Chairman & MD
Foundational Work Before the establishment of the Hero Group in 1956,Munjal Brothers use to manufacture bicyclecomponents in the early 1940's.
Industry Automotive - Two Wheelers
Business Group The Hero Group
Capitalization Ratio Hero Group - 26%Honda Motor Co., Ltd. - 26%Others - 48% (listing)
Listings & its codes BSE - Code: 500182 NSE - Code: HERO HONDABloomberg - Code: HH@IN
No. of Sales Outlets 1500+
Joint Venture The Hero Group (India) with Honda Motor Co., Ltd.(Japan)
Registered & CorporateOffice
34, Community CentreBasant Lok, Vasant Vihar New Delhi - 110057Tel.: +(91)-(11)-26142451 - 59
28
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 29/88
Fax: +(91)-(11)-26143321 / 3198 / 1830; 26152453 /2132
Work Station 69 Km Stone New Delhi-Jaipur HighwayDaruhera - 121106, Haryana
Website www.herohonda.comwww.herogroup.com
Sales Performance
Dec'05 Dec'06 Apr'07-Dec'08 Apr'08-Dec'09
Domestic 2225250 238822 1892540 2155479
Exports 5501 6282 43441 72815
Financials at a Glance
(Rupees in Crores)
Particulars 2004-05 2005-06 2006-07 2007-08 2008-09
Total Income 3191 4539 5195 5997 7563
Profit before Tax 377 694 885 1072 1217
Profit after Tax 247 463 581 728 810
Total Debt 66 116 134 175 202
Net Fixed Assets 454 491 517 589 715
OPBIT*/Net sales-% 13.2 15.0 16.7 16.8 15.7
OPBT**/Net Sales*(%) 11.7 13.9 15.5 15.6 14.6
Dividend Per Share ( Rs) 3.0 17.0 18.0 20 20
Dividend Payout (%) 26.7 75.5 69.8 61.9 56.3
29
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 30/88
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 31/88
31st March 03 represents an interest free loan from the Government of Haryana on
account of sales tax deferment, and has no costs attached to it.
Service Statement
Hero Honda’s constant endeavor is to support the company’s mandate of
providing highest level of customer satisfaction by taking CARE of your motorcycle
service & Maintenance through our vast network of more than 1000 committed dealers &
service outlets spread across the country.
Hero Honda’s state-of-the-heart authorized workshop have well laid out standards
for motorcycle servicing supported by fully equipped infrastructure in terms of quality
precision instruments, pneumatic tools & a team of highly trained service technicians.
Having your motorcycle serviced at an authorized workshop ensures highest standards of
service quality and reliability.
KEY POLICIES
Environment policy:
Towards creating and preserving a cleaner environment Hero Honda Motors Ltd.
Manufacturer of two-wheelers is committed to prevention of pollution, continual
improvement of our environment performance and compliance with all applicable
environmental legislation and regulations.
Towards this, we shall strive to:
• Create proactive environmental management systems that address all
environmentally significant aspects related to our products and process.
• Minimize the generation of waste and conserve resources through better
technology and practices, and
• Promote environmental awareness amongst our employees and motivate them to
fulfill our commitments.
Hero Honda pledges towards creating and preserving cleaner environment.
Quality policy:
Hero Honda continues to firmly believe in providing the customer value for money,
for years of their products and services. This they shall maintain and improve.
31
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 32/88
In decision-making, quality, safety and service they give much consideration for
productivity, cost and delivery. Quality shall be built into every aspect of their work life
and business operations. Quality improvements and customer satisfaction shall be the
responsibility of every employee.
TPM POLICYHero Honda adopts Total productivity maintenance as a means of creating a safe and
participative work environment in which all employees target the elimination of losses in
order to continuously enhance the capacity, flexibility, reliability and capability of its
processes, leading to higher morale and greater organizational profitability.
HERO HONDA BRAND
Their Brand Identity:
Hero Honda Brand is the visual expression of their thoughts and actions. It conveys
to everyone that their intention is to constantly inspire confidence. Their customers
are the primary audience for their brand. Indeed, their brand identity is shaped as
much always reinforces the distinctiveness and the power of their brand. They can do
this by living upon brand essence and by continuously seeking to enhance their
customer’s experience. In doing so, they ensure a special place for ourselves in the
hearts and the minds of their customers.
Brand Essence:
Our Brand Essence is the soul of our brand.
Our Brand essence encapsulates our mission at Hero Honda.
It is the singular representation of our terms of endearment with or customers.
It provides the basis on which we grow profitably in the market.
Our Brand Essence is Excitement.
Hero Honda strives to inspire confidence through excitement engineering.
Blending together youthful creativity and competitive technology to exceed the
spoken and the implicit expectations of our customers.
By challenging the given. By exploring the unknown and there by stretching
ourselves toward tomorrow, today.
32
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 33/88
Brand Values:
We live our brand by its values of learning, innovation, perfection, speed and
Transparency. Hero Honda will inspire confidence through excitement engineering.
Learning:Learning is how we ensure proactively. It is a value that embraces knowledge as
the platform for building well informed, reasoned a decisive action.
Innovation:
Innovation is how we create the future. It is a value that provokes us to reach
beyond the obvious in pursuit of that which exceeds the ordinary.
Perfection:
Perfection is how we set new standards. It is a value exhibits our determination toexcel by endeavoring to establish new benchmarks all the time.
Speed:
Speed is how we convey clear conviction. It is a value that keeps us sharply
responsive, mirroring our commitment towards our goals and processes.
Transparency:
Transparency is how we characterize ourselves. It is a value that makes us worthy
of credibility through integrity, of thrust through
Sensitivity and of loyalty interdependence.
Hero Group Companies Are:
• Hero Honda Motors Limited
• Hero Cycles Limited
• Hero Auto Limited
• Munjal Showa Limited
• Majestic Auto Limited
• Hero Exports
• Munjal Auto Industries Limited
• Sunbeam Auto Limited
33
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 34/88
• Munjal Casting
• Highway Industries Limited
• Rockman Cycle Industries Limited
• Hero Cycles Cold Rolling Division
• Munjal Auto Components
• Satyam Auto Components Limited
• Hero Global Design
• Hero Honda Fin lease Limited
• Easy Bill Limited
• Munjal Sales Corporations
• Hero Financial Services Limited
BOARD OF DIRECTORS
No. Name of the Directors Designation
1 Mr. Brijmohan Lall Munjal Chairman & Whole-time Director
2 Mr. Pawan Munjal Managing Director & CEO
3 Mr. Toshiaki Nakagawa Joint Managing Director
4 Mr. Sumihisa Fukuda Technical Director
5 Mr. Om Prakash Munjal Non-executive Director
6 Mr. Sunil Kant Munjal Non-executive Director
7 Mr. Masahiro Takedagawa Non-executive Director
8 Mr. Satoshi Matsuzawa(Alternate Director to Mr. Takashi Nagai)
Non-executive Director
9 Mr. Pradeep Dinodia Non-executive & Independent Director
10 Gen.(Retd.) Ved Prakash Malik Non-executive & Independent Director
11 Mr. Analjit Singh Non-executive & Independent Director
12 Dr. Pritam Singh Non-executive & Independent Director
13 Ms. Shobhana Bhartia Non-executive & Independent Director
14 Mr. Sunil Bharti Mittal Non-executive & Independent Director
15. Mr. Meleveetil Damodaran Non-executive & Independent Director
16. Mr. Arun Nath Maira Non-executive & Independent Director
34
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 35/88
3.1 INTRODUCTION TO TWO WHEELER INDUSTRY3.1 INTRODUCTION TO TWO WHEELER INDUSTRY
India is the second largest producer and manufacturer of two-wheelers in the
world. Indian two-wheeler industry has got spectacular growth in the last few years.
Indian two-wheeler industry had a small beginning in the early 50's. The Automobile
Products of India (API) started manufacturing scooters in the country.
Bikes are a major segment of Indian two wheeler industry, the other two being
scooters and mopeds. Indian companies are among the largest two-wheeler
manufacturers in the world. Hero Honda and Baja Auto are two of the Indian companies
that top the list of world companies manufacturing two-wheelers.
The two-wheeler market was opened to foreign companies in the mid 1980s. The
openness of Indian market to foreign companies leads to the arrival of new models of
two-wheelers into India. Easy availability of loans from the banks, relatively low rate of
interest and the discount of prices offered by the dealers and manufacturers lead to the
increasing demand for two-wheeler vehicles in India. This lead to the strong growth of
Indian automobile industry.
History History
The inspiration for arguably the first motorcycle was designed and built by the
German inventors Gottlieb Daimler and Wilhelm Maybach in Bad Cannstatt (since 1905
a city district of Stuttgart) in 1885.[1]
The first petroleum-powered vehicle, it wasessentially a motorised bicycle, although the inventors called their invention the
Reitwagen ("riding car"). However, if one counts two wheels with steam propulsion as
being a motorcycle, then the first one may have been American. One such machine was
demonstrated at fairs and circuses in the eastern U.S. in 1867, built by Sylvester Howard
Roper of Roxbury, Massachusetts.
35
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 36/88
In 1894, Hildebrand & Wolfmüller became the first motorcycle available for
purchase. In the early period of motorcycle history, many producers of bicycles adapted
their designs to accommodate the new internal combustion engine.
As the engines became more powerful, and designs outgrew the bicycle origins, the
number of motorcycle producers increased.
Until the First World War , the largest motorcycle manufacturer in the world was
Indian, producing over 20,000 bikes per year. By 1920, this honour went to Harley-
Davidson, with their motorcycles being sold by dealers in 67 countries, until 1928 when
DKW took over as the largest manufacturer.
After the Second World War , the BSA Group became the largest producer of
motorcycles in the world, producing up to 75,000 bikes a year in the 1950s. The German
company NSU Motorenwerke AG held the position of largest manufacturer from 1955
until the 1970s.
From the 1960s through the 1990s, small two-stroke motorcycles were popular
worldwide, partly as a result of East German Walter Kaaden's engine work in the 1950s.
Today, the Japanese manufacturers, Honda, Kawasaki, Suzuki, and Yamaha
dominate the motorcycle industry, although Harley-Davidson still maintains a high
degree of popularity in the United States. Recent years have also seen a resurgence in the
popularity of several other brands sold in the U.S. market, including BMW, KTM,
Triumph, Aprilia, Moto Guzzi and Ducati.
Outside of the USA, these brands have enjoyed continued and sustained success,
although Triumph, for example, has been re-incarnated from its former self into a modern
world-class manufacturer. In overall numbers, however, the Chinese currently
manufacture and sell more motorcycles than any other country and exports are rising.
The quality of these machines is asserted to be somewhat lower than their Japanese,
European and American counterparts.
36
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 37/88
Additionally, the small-capacity scooter is very popular through most of the
world. The Piaggio group of Italy, for example, is one of the world's largest producers of
two-wheeled vehicles. The scooter culture has, as yet, not been adopted widely in North
America.
Construction
Motorcycle construction
Motorcycle construction is the engineering, manufacturing, and assembly of components
and systems for a motorcycle which results in performance, cost and aesthetics desired
by the designer. With some exceptions, construction of modern mass-produced
motorcycles has standardised on a steel or aluminium frame, telescopic forks holding the
front wheel, and disc brakes. A one- to eight-cylinder gasoline powered engine coupled
to a manual, five- or six-speed sequential transmission drives the swingarm-mounted rear
wheel by a chain, driveshaft or belt.
Key players in the Two-wheeler Industry :
After facing its worst recession during the early 1990s, the two-wheeler industry
bounced back with a 25% increase in volume sales in February 1995. The scooters are
considered as family vehicles. There are many two-wheeler manufacturers in India.Major players in the 2-wheeler industry are Hero Honda Motors Ltd (HHML), Bajaj
Auto Ltd (Bajaj Auto) and TVS Motor Company Ltd (TVS).
The other key players in the two-wheeler industry are Kinetic Motor Company
Ltd (KMCL), Kinetic Engineering Ltd (KEL), LML Ltd (LML), Yamaha Motors India
Ltd (Yamaha), Majestic Auto Ltd (Majestic Auto), Royal Enfield Ltd (REL) and Honda
Motorcycle & Scooter India (P) Ltd (HMSI).
Types of Two-wheelers in India :
There are mainly three types of two-wheelers available in India. They are
Motorcycles, Scooters and Scooterettes/Mopeds.
37
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 38/88
Motorcycles in India :
Bikes comprise a major segment of Indian two wheeler industry.
Some of the major two wheeler auto player who have their share in the two wheeler bikesindustry are as follows:
Company : Bajaj Auto Ltd
• Bajaj Avenger
• Bajaj CT 100
• Bajaj Platina
• Bajaj Discover DTSi
• Bajaj Pulsar DTSi
• Bajaj Wave
•
Bajaj Wind 125• Sonic DTSi
Company : HERO HONDA
• Hero Honda Achiever
• Hero Honda CD Dawn
• Hero Honda CD Deluxe
• Hero Honda Glamour
• Hero Honda Glamour-Fi
•
Hero Honda Karizma• Hero Honda Passion Plus
• Hero Honda Pleasure
• Hero Honda Super Splendor
• Hero Honda Splendor NXG
• Hero Honda CBZ X-Treme
Company : Kinetic Motor Company
• Kinetic Aquila
• Kinetic Boss
• Kinetic Challenger
• Kinetic Comet
• Kinetic GF
• Kinetic Stryker
•
Company : TVS MOTOR
38
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 39/88
• TVS Apache
• TVS Centra
• TVS Fiero
• TVS Star
• TVS Victor
Company : Yamaha Motor India
• Yamaha CruxS
• Yamaha G5
• Yamaha Gladiator
Scooters in India :
The scooter and the scooterette share in the Indian two wheeler market is 13.4%.
The main models available in India are Bajaj Chetak, Honda Eterno, Kinetic Blaze, LML
NV SPL and LML Select II.
Scooterettes/Mopeds :
TVS Motors launched India's first 50cc, 2 seater moped: TVS Moped 50. TVS
also launched India's first indigenous scooterette: Scooty in 1994. This segment has
about one-fourth share in the Indian two wheeler industry. The major models available in
India are Bajaj Wave, Bajaj Kristal DTSi, Bajaj Blade DTSi, Hero Honda Pleasure,
Kinetic Kine, Kinetic 4S, Kinetic Nova, Kinetic Zoom, Kinetic V2 Range, Kinetic King
100, Kinetic Luna Super, Kinetic Luna TFR, Yo Smart, Honda Dio, Honda Activa, TVS
Scooty and TVS XL.
39
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 40/88
PRODUCTS PROFILE
Hero Honda Passion Plus
With the maximum power of 7.5 PS @ 8000 rpm, this comes with 4 stroke single
cylinder air-cooled OHC engine.
Its tubular double cradle frame along with its 9 new two-tone body colors and two tone
front fenders give its style statement to the extremely finicky bike lovers. To mention few
more styling features, this bike is equipped with body color rear view mirror, aluminum
die cast rear grip, heat protector on the muffler, and new dials in the instrument panel etc.
Its enough luggage space with locking facility, lockable seat and helmet holder are the
important features for rider's convenience. Comfort of the journey is defined by the
arrangement of adjustable rear cushion, wide and spacious seat and broad rear tyre.
Its wider wheel base provides proper safety to the biker. Safety of riding is further taken
care by the arrangement of several lighting fitting like position lamp, side reflector,
headlight with halogen lamp, multi reflector winker etc.
It is found in different colors:
•
Moon Yellow• Cloud Silver • Amranth Maroon• Tornado Grey• Tahitian Blue• Black with Magna Red Stripes• Black with Purple Stripes• Candy Blazing Red
40
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 41/88
• Turquoise Blue• Tasmanian Green
TECHNICAL SPECIFICATIONS OF HERO HONDA PASSION PLUS
Dimension & Weight
Overall height 1060 mm
Overall length 1980 mm
Overall Width 720 mm
Wheelbase 1235 mm
Ground Clearance 160 mm
Kerb weight 116 kg
Fuel Tank Capacity 12.8 Litre
Engine
Type Air - Cooled OHC
Stroke (2/4) 4-stroke
No. of cylinders Single Cylinder
Displacement 97.2 cc
Electrical 12 V-2.5 Ah
Transmission
No. of Gears 4 Speed Constant Mesh
Clutch Multi-Plate Wet Type
Performance
Maximum Power 7.5 PS @ 8000 rpm
Start Kick Starter
Suspensions
Front Telescopic Hydraulic Fork
Rear Swing Arm with 5 step adjustable hydraulicdamper
Brakes
FrontInternal Expanding Shoes Type 130mm/Hydraulic Disc Type (Optional)
41
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 42/88
Rear Internal Expanding Shoes Type 130 mm
Tyres
Front 2.75 x 18” - 4 PR / 42 P
Rear 3.00 x 18” - 4 / 6 PR
1) Hero Honda’s new passion plus
2) Hero Honda’s new passion plus embraces the contemporary black theme but now it
looks more like a glamour
3) Hero Honda’s new passion plus is available in six colours - sports red, Black &
sports red, Force silver, Vibrant blue, palace maroon and Black & Frost blue
42
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 43/88
4) Hero Honda’s new passion plus features new graphics, body coloured rear grip, 5
spoke alloy wheels, all black engine and yellow black instrument panel like new
karizma
VEHICLES
Some like our looks; some go for speed and power. The truth is, our motorcycles
have it all – style, speed, performance, comfort and safety. So go ahead and make your
choice, whichever bike you go for, you are in for a great ride
Hero Honda Splendor Hero Honda Splendor is one of the largest selling motorcycle in the world. The bike
specializes in dual use motorcycles that are underpower but very fuel efficient. It is an
executive segment motorcycle specially made for the office goers
43
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 44/88
Company Stroke Maximum Power Displacement
Hero Honda Motors
Ltd.4-Stroke, air cooled 7.1 bhp/ 8500 rpm 97.2 cc
Technical Specifications
Dimension & weight
44
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 45/88
Overall height 1040 mm
Overall length 1950 mm
Wheelbase 1230 mm
Ground Clearance 159 mm
Kerb weight 100.3kg
Fuel Tank Capacity 10.5 litres
Engine
Type 4 - Stroke, air cooled
No. of cylinders 1
Displacement 97.2 cc
Electrical 12V-2.5AH
Transmission
No. of Gears 4 - speed
Performance
Maximum Power 7.1bhp/8500rpm
Start Kick start
Suspension
Front Telescopic hydraulic fork
Rear Hydraulic spring loaded type with both side action.
Tyre
Tyre (front) 2.75 x 18-4 PR Tyre (rear) 2.75 x 18-6 PR
Brakes
Type of brake (front)Drum type (130 mm Diameter)Optional: Disc type (240 mm Diamter)
Type of brake (rear) Drum type (110 mm Diameter)
45
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 46/88
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 47/88
Technical Specifications of Hero Honda CD-Dawn
The given table will give full information about the technical specification of the car like
the dimensions & weights, the engine, suspension, brakes, tyres and other such related
information.
Dimensions & Weights
Length 1980 mm
Width 720 mm
Height 1045 mm
Wheel base 1230 mm
Ground clearance 150 mmKerb Weight 108 kg
Fuel Tank Capacity 10.5 Litre
Engine
Type Air - Cooled , OHC
Stroke (2/4) 4-stroke
No. of cylinders Single cylinder
Displacement 97.2 cc
Electrical 12 V, 2.5 AhBore x stroke 50.0 mm x 49.5 mm
No. of Gears 4 - speed constant mesh
Clutch Multiplate, wet
Suspension
Front Suspension Telescopic hydraulic shock absorber
Rear Suspension Swing arm with hydraulic shock absorber
Brakes
Front Brake Drum brakes, 110 mmRear Brake Drum brakes, 110 mm
Tyres
Front Tyre Size 2.75 x 18-4 PR Size
Rear Tyre Size 2.75 x 18-6 PR Size
Performance
47
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 48/88
Maximum Power 7.4 PS @ 8000rpm
Max. Torque 0.79 Kg-m @ 5000 rpm
Start Kick Start
Hero Honda CD Deluxe Jiyo Deluxe... Chalao Deluxe
The Hero Honda CD Deluxe is a 100 cc bike with a new front bikini fairing and graphics.
The bike comes in style with a halogen-equipped MFR headlight. It has the same frame
and engine as of earlier CD 100 series, so one can expect it to be well-built and reliable.
The wheelbase of the bike is 1230 mm and the fuel tank has the capacity of 10.5 litres.
Company Stroke Maximum Power Displacement
Hero Honda MotorsLtd.
4-Stroke OHC 5.44 kw (7.4 PS) at 8000 rpm97.2 cc
Technical
Specifications
Dimensions & Weights
Length 1970 mm
Width 720 mm
Height 1045 mm
Wheel base 1230 mm
Ground clearance 159 mm
Kerb Weight 108 kg
48
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 49/88
Fuel Tank Capacity 10.5 Litre
Engine
Type Air - Cooled , OHC
Stroke (2/4) 4-stroke
No. of cylinders Single cylinder
Displacement 97.2 cc
Electrical 12V, 35/ 35 Watt AC
Bore x stroke 50.0 mm x 49.5 mm
No. of Gears 4 - speed constant mesh
Clutch Multi Plate Wet Type
Suspension
Front Suspension Telescopic hydraulic fork
Rear Suspension Swing Arm with Hydraulic Shock Absorbers
Brakes
Front Brake Drums brakes, Internal Expanding Type - 130 mm Dia
Rear Brake Drums brakes, Internal Expanding Type - 110 mm Dia
Tyres
Front Tyre Size 2.75
Rear Tyre Size 2.75
Performance
Maximum Power 5.44 Kw / 7.4 PS @ 8000 rpmMax. Torque 0.79 Kgm @ 5000 rpm
Start Kick Sta
Hero Honda Glamour Live The G Life
Hero Honda Glamour has been set in the premium segment by the company. The bikecomes in 125cc with a curvaceous and new fairing design look. The engine of Glamour is
developed by Japanese partner Honda's research & development team. It has better
mileage and high power. The 'Quantum Core' engine and the flush-type lock on the fuel
tank of Glamour is a first-of-its-kind in the segment. It is sure to attract the young bikers.
49
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 50/88
Company Stroke Maximum Power Displacement
Hero Honda MotorsLtd.
4-Stroke 7.16 kW @ 7500 rpm 124.8 cc
Technical Specifications
Dimensions & Weights
Length 2017 mm
Width 770 mm
Height 1136 mm
Wheel base 1260 mm
Ground clearance 164 mm
Kerb Weight 118 kg
Fuel Tank Capacity 13 Litres
Engine
Type Air - Cooled , OHC
50
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 51/88
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 52/88
Ltd.
Technical Specifications of CBZ X-treme
Dimensions & Weight
Wheelbase (mm) 1325
Length (mm) 2080
Width (mm) 765
Height (mm) 1145
Ground Clearance (mm) 145
Weight (kgs) 141
Engine
Model Designation Air Cooled, 4 Stroke OHC
Starting Self Start/Kick Start
Idle Speed 1400 rpm
Displacement (cc) 149.2cc
Ignition AMI - Advanced Microprocessor Ignition System
Bore & Stroke 57.3 X 57.8 MM
Suspension
Front Telescopic Hydraulic Shock Absorber
Rear Swing arm with adjustable hydraulic shock absorber
Brakes
Front Disc Type (dia 240 mm)
Rear Drum Type, internal expanding shoe type
52
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 53/88
Tyres
Front 2.75 X 18" 42 P (Alloy)
Rear 100/90 x 18 - 56 P (Alloy)
Fuel Tank 12.3 Lts.
Performance
Max. Horsepower (ps/rpm) 10.6 KW(14.4 PS) @ 8,500 RPM
Max. Torque (kg m/rpm) 12.80 NM @ 6,500 RPM
Hero Honda Achiever
The Hero Honda Achiever from Hero Honda Motors Ltd. comes with twin rear
shocks and apparent air-skoops in the front below the fuel tank. It is built on 1290 mm
wheelbase. The kick-start version weighs only 139 kg. The fuel tank of the bike has a
capacity of 12.5 litres with usable reserve of 2.3 litres. The higher reserve capacity makes
Achiever rural-friendly because of lack of petrol pumps in these areas.
53
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 54/88
Company Stroke Maximum Power Displacement
Hero Honda MotorsLtd.
4-Stroke Air Cooled 10 kw (13.4bhp) 149.1cc
Technical Specifications
Engine 4 Strok Air Cooled
Displacement 149.1cc
Maximum Power 10 kw (13.4bhp)
Gears 5 gears
Frame Diamond Cradle
Tyre Size (Front) 2.75 X 18 - 42 P / 4 PR
Tyre Size (Rear) 3.00 X 18 - 52 P / 6 PR
Headlight 35W / 35 W Halogen Bulb
Top Speed 101 kmph
Acceleration 0-60 in (5 seconds)
Kerb Weight 134 kg
Hero Honda Karizma
Jet Set Go...
54
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 55/88
Hero Honda Karizma was the first real sports bike in India. The bike addresses to those
who have a passion for speed and styling and head-turning looks. It has 17 ps power
thrust and picks up 0-60 in 3.8 heart-stopping seconds. The bike is based on power and
styling. Disc breaks and Mag wheels makes Karizma the safest jet on the road.
Company Stroke Maximum Power Displacement
Hero Honda MotorsLtd.
4-Stroke 16.8 bhp @ 7000 rpm 223 cc
Technical Specifications
Dimension & Weight
Overall height 1160 mm
Overall length 2125 mm
Overall Width 755 mm
Wheelbase 1355 mmGround Clearance 150 mm
Kerb weight 150 kg
Fuel Tank Capacity 15 litres
Engine
Type OHC, Air Cooled
55
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 56/88
Stroke (2/4) 4-stroke
No. of cylinders Single Cylinder
Displacement 223cc
Electrical 12 V, 7.0 Ah
Transmission
No. of Gears 5 speed
Clutch Multi-plate wet type
Performance
Maximum Power 16.8bhp @ 7000rpm
Max. Torque -
Start Kick / Electric
Suspensions
Front Telescopic Hydraulic Shock Absorbers
Rear Swing arm with 5 step adjustable type hydraulic shock absorber
Brakes
Front Disc Brakes, 276 mm diameter
Rear Internal Expanding Shoe, 130 mm
Tyres
Front 2.75 x 18” - 42 P
Rear 100 / 90 x 18” - 56 P
Hero Honda Hunk Because Muscles Matter
Hero Honda Motors Ltd. (HHML), India's leading two wheeler manufacturer, has
launched its new offering as Hunk in the 150 cc segment. This new bike is the fourth
launch in the premium segment after 156 cc CBZ Xtreme, 150 cc Achiever and 225 cc
Karizma. Hero Honda Hunk carries robust looks and muscular styling with big tank
shrouds, 5 spoke black alloy wheels, telescopic fork suspension and new GRS (Gas
Reservoir Suspension) at rear. Hunk is powered with 150cc engine that generates 14.4Ps
at 8500rpm of power and 12.8Nm of Torque.
Hero Honda has launched the 150 cc Hunk in two variants of kick start and self start with
the price tag of Rs. 55,000 and 57,000 respectively. The all new Hunk is available in four
56
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 57/88
colours - black, blue, red and silver.
Company Name Segment Displacement Maximum Power
Hero Honda Motors Ltd. (HHML) 150 cc 149.2 c.c 14.4 ps @ 8500 rpm
Technical Specifications of Hero Honda Hunk
Dimensions & Weight
Length (mm) 2080
Width (mm) 765
Height (mm) 1095
Wheelbase (mm) 1325Kerb Weight (kgs) 145
Ground Clearance (mm) 145
Engine
Model Designation Air Cooled, 4 - Stroke Single Cylinder OHC
Starting Self Start/Kick Start
57
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 58/88
Displacement (cc) 149.2
Ignition Advanced Microprocessor Ignition System (AMI)
Bore & Stroke 57.3 X 57.8 mm
Suspension
Front Telescopic Hydraulic Shock Absorbers
Rear 5 Step Adjustable Gas Reservoir Suspension - GRS
Brakes
Type Disc: 240 mm Dia Disc - Non Asbestos Type
Rear Internal Expanding Shoe Type (130 mm), Non AsbestosType.
Tyres
Front 2.75 X 18 42P
Rear 100/90 X 18 - 56P (With Tuff-up Tube)
Fuel Tank 12.4 Litre
Performance
Max. Horsepower (ps/rpm)
10.6 Kw (14.4 Ps ) @ 8500 rpm
Max. Torque (kg m/rpm) 12.80 N-m @ 6500 rpm
More 150 cc - 500 cc Bikes in India
DEALER PROFILE (PHOENIX MOTORS)DEALER PROFILE (PHOENIX MOTORS)
PHOENIX MOTORS PVT LTD is dealership type of business. PHOENIX
MOTORS PVT LTD., is established on 21 st March 2003. The business is running by only
one man. The owner name is CH.MADHU MATHI the firm is located at Habsiguda in
Hyderabad.
Generally the sale will be either on cash basis or on institutional basis. Bank like
ICICI, HDFC and CENTURION are providing loans to customers.
58
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 59/88
ADVERTISING STRATEGY OF PHOENIX MOTORS:
They are giving the Adds through newspapers, wall paintings, hoardings and field
staff. They are upgrading sales by introducing the schemes, group bookings, institutional
sales and customer door-to-door activities.
CATEGORIZATION OF STAFF MEMBERS:Staff members are categorized for technicians, 25 members are allotted for field
staff, 5 members are recruited for sales for persons, 5 persons are placed for evaluating
for spare parts, 5 members are allotted for managerial accounts and another 3 persons for
cash transaction and other members are allotted for remaining work.
CUSTOMER RELATIONSHIP:
To entertain the customers the showroom providing a customers huge having
pool game, Internet facility and television with home theatre system. They provide bikemaintenance programs on every week.
According to other dealers PHOENIX motors in first in sales and best in service.
They treat customer, is the very important person at PHOENIX motors customer
satisfaction is their motto, why because, the well satisfied customer is the best
advertisement. They provide better value for the customers and as well as employees
also. At PHONIX motors the customer is the boss.
SALES STRATEGY OF PHOENIX MOTORS:
Averagely they are selling 25 vehicles per day. PHOENIX motors PVT LTD. Is
the A.P s No.1 dealership in sales and other Activities? It is a QLAD (quality leader
through quality dealer). At PHOENIX motor they gave the quality service to the
customers why because “The cost is long forgotten but the quality is remembered for
ever”. They treat quality has a...
Q Quest for excellence
U Understanding customer’s needs
A Action to achieve customer’s appreciation
59
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 60/88
L Leadership determined to be a leader
I involving all the people
T Team Spirit to work for a common goal
Y Yard sticks to measure programs.
WARRANTY ON PROPRIETARY ITEMS:
Warranty on proprietary items like Tyros, Tubes and Battery etc, will be directly
handled by the respective original manufactures (OEM’s) except AMCO for batteries and
Dunlop and Falcon Tyres and Tubes. In case of any defect in proprietary items, other
than the above two mentioned OEM’s the dealers must approach the branch office dealer
of the respective manufacturers. For AMCO batteries and Dunlop and Falcon Tires,Tubes claims will be accepted at our authorized dealership. As per the mutually agreed
terms and conditions between HERO HONDA and of these two OEM’s in case the claim
is not accepted for invalid reasons. Then the claim along with the refusal note from the
OEM can be sent to the warranty section at Gorgon plant after due to recommendation of
the area service engineer.
• If any of the six free services or subsequent paid services is not availed as per
the recommended schedule given in the owner’s manual.
• If HERO HONDA recommended engine oil is not used.
• To normal wear & tear components like bulbs, electric wiring, filters, spark
plug, clutch plates, brake shoes, fasteners, shims washers, oil seals, gaskets,
rubber parts (other than tyre and tube) plastic components, chain & sprockets
and in case of wheel rim misalignment or bend.
• If there is any damage due to modification or fittings of accessories other
than ones recommended by HERO HONDA.
• If the motor has been used in any competitive events like tracking Races or
Rallies.
• If there is any damage to the painted surface due to industrial pollution or
other extraneous factors.
60
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 61/88
• For clams made for any consequential damage due to any previous
malfunction.
• For normal phenomenon like noise, vibration, oil seepage, which do not
affect the performance of the motorcycles.
•
If there is any damage caused due to usage of improper oil, grease, non-genuine parts.
• For motorcycles which have been used for any commercial purpose as taxi
etc.
• For maintenance repaired due to misuse while driving or due to adulteration
of oil, petrol or due to bad road condition.
• For consumable oil, grease etc. used during free services or used during
warranty repairs.
• If any part of the vehicle is tampered repaired by unauthorized person or
workshops etc.
• For motorcycles not using accordance with the owner’s manual supplied with
each motorcycle by HERO HONDA.
All HERO HONDA motors are warranted for a period of 2 years or 30000 kilometers
from date of purchase, whichever is earlier. This is i.e., 1st April 2001. It is mandatory for
The customer to avail all free and paid services as per recommended schedule to be
eligible for the warranty benefits. That the customers have to be ensuring that each paid
service is availed with in 60 days from the date of previous service or as per therecommended schedule. If a defect is observed in any HERO HONDA motorcycle, Hero
Honda’s only obligation/liability is to repair or to replace those parts. Which are
considered to be the cause of malfunction free of charge of both labor and material, when
HERO HONDA acknowledges that such malfunction as not come out of misuse or
improper handling etc. such defective motor cycles should be brought to the nearest
61
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 62/88
HERO HONDA dealer or authorized service center by the owner for necessary
inspection and subsequent repairs.
SOCIAL SERVICE ACTIVITIES
PHOENIX motors participate and conduct social service activities. Recently the
phoenix motors organized a BLOOD DONATION CAMP for the trust on 21st January
2006. They motivated on the customers to participated in this camp and also provide
certificate for the customers.
62
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 63/88
CHAPTER - IV
DATA ANALYSIS
Analyzed survey report1. Specify your Education:
a) Non-Graduate b) Graduation
c) PostGraduation d) Postgraduation
Professional
63
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 64/88
Qualification of the
customer
No of customers
Non-Graduate 16
Graduation 29
Post Graduate 35
Post graduation professional 20
0
5
10
15
20
25
30
35
N o o f c u s t o m e r s
Qualification of customers
Non-Graduate
Graduation
Post Graduate
Post graduation
professional
Interpretation: The above table shows out of 100 respondents, non- Graduates are
using 11%, Graduates are using 30%, Post-Graduates Are using 33%, and post graduate
professionals are using 26%. Most of the respondents are Post-graduates with 33%.
2. Specify your Occupation:
a) Student b) Employee c) Self Employee
Occupation of the customer No of customers
Student 34Employee 42
Self Employee 24
64
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 65/88
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 66/88
37
32
22
9
0
5
10
15
20
25
30
35
40
N o . o f c u s t o m e r s
Income level of customers
5000-10,000
10,000-15,000
15,000-20,000
20,000above
Interpretation: This question is meant to know the income level and economic status
of the customers who are purchasing the Hero Honda, From the analysis of the above
data we come to know that majority of the customers lay between 5,000-10,000
earning income group.
4. Could you let me know when did your purchase your bike (herohonda)
a) < 6months b) 6-1years
c) 1-2years d) > 2years
Time period No. of
customers
Below 6 months 25
6-1 years 22
1-2 years 30
Above 2 years 23
66
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 67/88
25
22
30
23
0
5
10
15
20
25
30
N o . o f c u s t o m e r s
time period
Below 6 months 6-1 years 1-2 years Above 2 years
Interpretation: From the above analysis we come to know that most of the customers
have purchased the Herohonda bike before 1-2 years. From this we can know how well
the promotional strategies from the past 1year are.
5. Do you own any other bike other than Hero Honda ?
a) yes
b) No
Customers reply No of customers
Yes 60
No 40
67
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 68/88
customer response
yes, 60
no, 40
yesno
Interpretation: The above table shows out of 100 Respondents, 60% respondents had
the bike before this bike and 40% respondents don’t had any bike before this bike. Most
of the respondents had the bike before this bike with 60%.
6. Which type the Two Wheeler do you possess ?
a) Moped b) Scooter c) Bike
Type of vehicle No. of customers
Moped 15
Scooter 20
bike 25
68
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 69/88
15
20
25
0
5
10
15
20
25
N o . o f c u s t o
m e r s
type of two wheeler
Moped Scooter bike
Interpretation: from the above analysis we come to know the customers earlier usage of
vehicle. Most of the customers used the bikes before purchasing this bike. More than
40% of the customers used to have only bikes earlier.
7. Would you tell me why you brought Hero Honda?
a) Technology b) Style, look
c) Mileage d) After sale services
e) Brand image f) comfort
Customer Opinion No. of customers
Technology 8
Style, look 14
69
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 70/88
Mileage 18
After sale service 3
Brand image 9
Comfort 8
8
14
18
3
98
0
5
10
15
20
N o . o f c u s t o m e r s
customer preference
Technology
Style, look
Mileage
After sale
serviceBrand image
Comfort
Interpretation: This question is meant to know the customers preference and their likes
for shifting to Hero Honda.Most of the customers who are using the Hero Honda
preferred Hero Honda only because of its mileage.
8. What factors that influenced you while purchasing Hero Honda?
a) TV ads b) Paper ads
c) Friends d) Test Drive
Influencing factors No. of customers
TV ads 26
Paper ads 16
Friends 55
Test Drive 3
70
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 71/88
26
16
55
3
0
10
20
30
40
50
60
N o . o f c u
s t
influencing factors
TV ads Paper ads Friends Test Drive
Interpretation: This question is meant to know the source of awareness for customers
regarding the bike.Most of the customers of hero honda came to know about the bike
through friends and relatives.
9. While purchasing hero honda which other brands of bike did you consider?
a) Bajaj Pulsar b) TVS Apache
c) Honda Shine d) any other___________
Bike considered by customers No. of customers
Bajaj Pulsar 42
TVS Apache 12
Honda Shine 12
Any other 34
71
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 72/88
42
12 12
34
0
5
10
15
2025
30
35
40
45
N o . o f c u s t o m e r s
name of the bike
Bajaj Pulsar
TVS Apache
Honda Shine
Any other
Interpretation: The tough competitors for the hero honda in the market are know from
the above question. Most of the customers considered Bajaj pulsar , while purchasing the
hero honda.
10. How do you rate the features of your bike?
Extremely
satisfied
Satisfied Some what
satisfied
Not satisfied
Style,look 22 64 10 4
Mileage 22 55 23 0
After sale
Services
20 48 17 15
72
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 73/88
Brand
image
32 61 7 0
Technology 15 62 12 11
0
10
20
30
40
50
60
70
N o . o f c u s t o m e r s
style,look
mileage
aftersale
services
brand image
technology
Interpretation: From the above analysis we come to know that most of the customers
are satisfied with the features of the Hero Honda. And only a very few customersinformed that they are not satisfied with the features of the Hero Honda.
11. Did your choice of selection of the bike met as per your expectations?
a) Very Much b) To large extent
73
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 74/88
product performance
To Large
extent
18%
Very
Much
82%
Verymuch
To Large extent
Interpretation: We can know whether the customer is satisfied or not with the
performance of the bike from the above question. Majority of the customers i.e. more
Customers response No. of customers
Very Much 82
To Large extent 18
74
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 75/88
than 80% of the customers are very much satisfied with the performance of the Hero
Honda.
12. How would you rate your satisfaction about after sale services?
Extremely
satisfied
Satisfied Some what
satisfied
Not
satisfied
Politeness and Courtesy 26 65 8 1
Attention to answer Your
queries
33 55 9 3
Timeliness (i.e. repair to the
Bike were done very prompt)
20 54 20 6
Dependability (i.e. any query
and complaint regarding to
Repairs would be taken care
of)
15 53 23 9
26
33
20
15
65
5554 53
8
9
2023
13
69
0
10
20
30
40
50
60
70
N o . o f c u s t o m
e r s
extremely
satisfied
satisfie d some what
satisfied
not satisfied
Customers response
Politeness and Courtesy
Attention to answer Your
queries
Timeliness
Dependable
Interpretation: From the analysis we come to know that most of the customers are
satisfied with the various aspects of the after sale service. And only very few
customers infer that they are not satisfied with the aspects of after sale service.
75
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 76/88
13. How would you rate your overall satisfaction about after sales services?
a) Extremely satisfied b) Satisfied
c) Some what satisfied d) not satisfied
Customers response No. of customers
Extremely satisfied 28
Satisfied 60
Some what satisfied 9
Not satisfied 3
28
60
9
30
10
20
30
40
50
60
N o o f c u s t o m e r s
customer reaction
Extremely
satisfied
Satisfied
Some what
satisfied
Not satisfied
Interpretation: The service quality of the dealer is known from the question. Most of
the customers are satisfied with after sale service, only a very few customers infer that
they are not satisfied with the after sale service.
76
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 77/88
14. In your opinion how can dealer attract and satisfy the existing customer?
a) Gift offer (during special occassion)
b) Extend service period
c) Toll free number (for emergency)
d) Any other_______________
Offers No. of customers
Gift Offer (during special occassion) 38
Extend service period 42
Toll free number (for emergency) 15
Any other 5
Interpretation: Most of the customers expect for extension in the free service period
given by the dealer. From this question we come to know the most favorite offer
liked by the customers.
77
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 78/88
15. Would you like to suggest the Hero Honda Bike to others?
a)Yes
b) No
Customer response No. of customersYes 92
No 8
customer response
Yes, 92
No, 8
Yes
No
Interpretation: Most of the customers inform that they suggest the Her Honda bike
to their friends and relatives. From this we come to know how buzz marketing or
word of mouth helps in promoting the product in the market.
OBSERVATION AND FINDINGS
78
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 79/88
As a result of the research work and the subsequent interaction with the
consumers in the market an in-depth study report of motorcycle market was made. The
study reveals the exact position of motorcycle companies and response of consumers to
their perception tool. Market condition could be observed minutely and closely enabling
me to formulate my views and opinion about the market.
The major observations and findings:-
1. More than 45%of the respondents felt the ownership of Motor cycle as necessity,
while 30% of them felt it is as comfort. 10% of the respondents felt it is as luxury
and 15% of respondents felt it is as status.
2. 49%of the respondents were satisfied with the after sales service of Hero Honda,
while 44% felt it as good, 5%as bad and2% as excellent
3. 65%of the respondents felt that the price of Hero Honda as economical, while
04%of them felt it as expensive and 31% of them felt that the price as moderate.
4. When asked about the opinion on Hero Honda motorcycles advertisement 31%
have not seen the advertisement, while69% have seen the advertisement and gave
their opinion as 17% as excellent, 48%as very good and 30%as ok.
5. There are many criteria’s considered by customers while choosing the motorcycle
company or particular model. Here I found, 38%customers considered mileage
factor while selecting any variety.
6. Customers have right to expect from company. 32%customers expect long service
from the company.
7. With out proper motivation no one will buy the particular motor cycle it is found
that 23% customers affected by work of mouth, 16% by sales man, 54% byreliability and 07% by dealers.
8. It is observed that Hero Honda is a market leader in motorcycle industry.
79
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 80/88
CHAPTER - V
80
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 81/88
SUGGESTIONS
Target segment for bikes should be below the age group of 25-35 years.
Please upgrade the 100cc Passion plus bike to 125cc bike and also introduce the
bike in to market with a self starter engine.
At high speed body of the Passion plus are shaking.
Maintenance is heavy.
Gear problem exists in Splendor.
In Passion plus problem is with head light focus.
Pick up should be increased to all bikes, especially in Passion plus.
Weight of new Passion plus 2008 is very low, it should be increased.
Compared to the old Passion plus model the new models labels and colors are not
good. It must be rectified.
The new Passion plus launched into the market is of old style and old model, so
please upgrade the bike with new look and style.
The company throughout its R&D needs to improve fuel efficiency of all bikes.
Road show, participations in Industrial exhibitions and sales campaigns need to
be conducted regularly.
The quality of the new Passion plus has drastically reduced when compared to the
old Passion plus, so please try to rectify it.
Most of the customers are asking for extended service period.
81
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 82/88
To retain the old customers, the company has to give them surprise gifts on
special occasions like birthdays and festivals etc.,
For servicing:
Mechanics should call back the customers if they find any problems in the vehicle
during servicing.
At least one experienced mechanic should be appointed in order to cope up with
mileage problem.
Number of mechanics should be increased.
The service men are using the customer’s bikes for their own purpose when the
customer gives the bikes to the service. This must not be done by them,
management should take proper steps to avoid this kind of actions.
The service men at the authorized dealers are unable to take care of the bike and
they are unable to resolve the queries and the problems told by the customers
regarding the bikes.
82
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 83/88
CONCLUSION
Market of Hero Honda is very wide. Lot customers have been satisfying
with the different models of bikes and their good service. Customers satisfied with the
price of hero Honda bike which will suitable for their economical levels Company should
aim at advertising not only to capture the market but also strive in retaining such captured
market. The company should take survey for the benefit of the company. It was found
even though company performing well; there is lot of market to be captured.
Hero Honda got a brand name in the customers and in the market also Thus
Business world is trying to get closer to the customers by adapting a key survival
strategy. “Don’t just sell, but satisfy: Don’t just satisfy but pamper don’t just pamper, but
charm your customers.
83
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 84/88
ANNEXURE
84
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 85/88
QUESTIONNAIRE
Respondent profile:
a) name :
b) Address:
c) Phone No:
Gender: a) male b) female
1. Specify your Education:
a) Non-Graduate b) Graduation
c) PostGraduation d) Postgraduation professional
2. Specify your Occupation:
a) Student b) Employee c) Self Employee
3. Specify your Income level:
a) 5000-10,000 b) 10,000-15,000
c) 15,000-20,000 d) 20,000above
4. Could you let me know when did you purchase your bike (Hero Honda)
a) Below 6months b) 6-1years
c) 1-2years d) above 2years
85
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 86/88
5. Do you own any other bike other than Hero Honda?
a) Yes b) No If no go to 11Q
6. Which Type of Two wheeler do you possess?
a) Moped b) Scooter c) Bike
7. Could you please tell me why you brought Hero Honda?
a) Technology b) Style, look c) Mileage
8. What are the factors that influence you while purchasing Hero Honda?
a) TV ads b) Paper ads
c) Friends d) any other_________
9. While purchasing Hero Honda which other brands of bike did you consider?
a) Bajaj Pulsar b) TVS Apache
c) Honda Shine d) any other___________
10. How do you rate the features of your bike?
Extremely
satisfied
Satisfied Some what
satisfied
Not satisfied
Style,look
Mileage
After sale
Services
Brand image
Technology
11. Is your selected product (Hero Honda) performance met your expectations?
86
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 87/88
a) Yes b) No
12. How would you rate your satisfaction about after sale services?
Extremely
satisfied
Satisfied Some what
satisfied
Not
satisfied
Politeness and Courtesy
Attention to answer Your queries
Timeliness (i.e. repair to the Bike
were done very prompt)
Dependability (i.e. any query and
complaint regarding to Repairs
would be taken care of)
13. How would you rate your overall satisfaction about after sales services?
a) Extrmely satisfied b) Satisfied
c) Some what satisfied d) not satisfied
14. In your opinion how can dealer attract and satisfy him existing customer?
e) Surprise gift (during special occassion)
f) Extend free service period time
g) Toll free number (for emergency)
h) Any other_______________
15. Would you like to suggest the Hero Honda bike to others?
a) Yes b) No
87
8/6/2019 Customer Relationship Management s
http://slidepdf.com/reader/full/customer-relationship-management-s 88/88
BIBLIOGRAPHY:BIBLIOGRAPHY:
REFERENCE BOOKS:
PRINCIPLES OF MARKETING KOTLER, ARMSTRONG
MARKETING RESEARCH G.C.BERRY
WEBSITES:
www.herohonda.com
www.phoenixindia.com
www.wikipedia.com
AUTOMAGAZINES:
OVERDRIVE