internship report of yamaha

8/12/2019 Internship Report of YAMAHA

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SUMMER TRAINING REPORT SUBMITTED TOWARDS THE PARTIAL

FULFILLMENT OF POST GRADUATE DEGREE IN INTERNATIONAL BUSINESS

SUBMI TTED BY:

SWATI JAIN

MBA-IB (2012-2014)

Roll No. : A1802012221

INDUSTRY GUIDE FACULTY GUIDE

Ms. SWATI KUMAR, Prof. AJEET SHARMA,

Manager - CS & Education Department, Professor, AIBS, Yamaha

Motor India Sales Pvt. Ltd. AUUP

A - 3, Industrial Area, Noida - Dadri Road,

Surajpur 201306

Distt. Gautam Budh Nagar (U.P)

AMITY INTERNATIONAL BUSINESS SCHOOL, NOIDA

AMITY UNIVERSITY UTTAR PRADESH

STRATEGIES PROMOTING : YAMAHA RAY

& RAY Z


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CERTIFICATE OF REPORTING

This is to certify that Ms._Swati Jain_, a student of Post Graduate Degree in

__MARKETING_(MBA IB)__, Amity International Business School, Noida has worked in the

_YAMAH MOTOR INDIA SALES PVT LTD_, under the able guidance and supervision of

Ms.___Swati Kumar _________, designation__Manager - CS & Education Department,

Company__ YAMAH MOTOR INDIA SALES PVT LTD ___.

The period for which he/ she was on training was for __8__weeks, starting from

_09/05/2013___to __09/07/2013__. This Summer Internship report has the requisite standard for

the partial fulfillment the Post Graduate Degree in International Business. To the best of our

knowledge no part of this report has been reproduced from any other report and the contents are

based on original research.

Signature Signature

(Faculty Guide) (Student)


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ACKNOWLEDGEMENT

I express my sincere gratitude to my industry guide Ms. Swati Kumar, (Designation)Manager

- CS & Education Department, (Company) Yamaha Motor India Sales Pvt. Ltd, for his/her

able guidance, continuous support and cooperation throughout my project, without which the

present work would not have been possible.

I would also like to thank the entire team of Oswal Auto Azadpur a Yamaha Bike Stationfor

the constant support and help in the successful completion of my project.

Also, I am thankful to my faculty guide Prof. Ajeet Sharmaof my institute, for her continued

guidance and invaluable encouragement.

Signature

(Student)


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TABLE OF CONTENTS

Executive Summary ...................................................................................................................

Introduction ................................................................................................................................

Objectives.............

Methodology

Chapter 1- Industry profile ...

The Indian Automobile IndustryAn Overview

Market Share of Domestic Automobile Industry

Production Overview...

Domestic Sales.

Two wheeler Industry - An Overview.....

Market Share of Two wheeler Industry..

Driving Force of the Sector..

Major Companies.

Sales and Market Share of Major Companies..

Sales and Market Share of Motorcycles, Scooters and Mopeds.

Price Mechanism and Trends of Two Wheeler Industry.....

Swot Analysis of Two Wheeler Industry....

Chapter 2- Company Profile

Yamaha Global .......

Brand Slogan

Peak into Yamaha Motor Corp

Yamaha India...

Vision ...


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Mission .

Core Competencies..

Corporate Philosophy..

Organisational structure..

Product Line in India..

Production Centres.

Demand - Supply Statistics of Yamaha Product Line ...

Financial Statement Analysis ........

Swot Analysis of Yamaha...

Dealership...

Chapter 3- Marketing Management at Yamaha...

Yamaha Rays - An Overview ...

Yamaha Ray - 4 P's of Marketing

Yamaha Ray - STP ...

An Eye on Competitors.

CRM Strategies..

Brand Management

Marketing Channel

Sales Promotion and Personal Selling...

Factors Affecting Buying Behaviour.

PLC of Yamaha RAY and RAY Z

Chapter 4- Conclusion. ...

Findings

Analysis

Recommendation.


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Case Study

Abbrevations.....

References.

Annexures..


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EXECUTIVE SUMMARY

1) PROJECT DURATION ( 8 WEEKS )

A. Date of Summer Internship Commencement : 09/05/2013B. Date of Summer Internship Completion : 09/07/2013

2) SUMMARY OF THE PROJECT:

This project is mainly based on to develop different marketing strategies for the scooter

Yamaha Ray & Ray Z at Oswal Autos, Azadpur, Delhi. The vehicle has been launched in the

month of September, 2012 in Hyderabad and is the first scooter from the brand Yamaha, so

basically the project is to develop different kind of marketing and sales promotion techniques forthe same vehicle so as to increase the sales. The project also deals about the Customer

Satisfaction Index on the same scooter (RAY & RAY Z), on what parameters are the existing

customers of the vehicle are unsatisfied or show low satisfaction index. It also deals with theareas of Sales and Service of the dealership and the customer feedback on the same areas.

The project would commence by the enquiry analysis for the scooter RAY & RAY Z, thenfollowed by the different sales promotion techniques like canopy programs at different locations,

digital marketing, mobile marketing etc. analysis on the same events conducted. Customer

satisfaction level and customer feedback on the product and on the sales and the service part of

the dealership so as to improve on the areas of the dealership which needs improvement, this isgenerally carried out by primary research methods in the form of questionnaires, the data

collected will be hence forth analyzed and the implementations would be as required.


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INTRODUCTION

The purpose of my project is to study the existing trends and analyze the challenges and

opportunities for the development of Scooter industry in Delhi (NCR) region with the changing

global environment.

The Project consist of problems, opportunities and improvement areas which need to be address

for the growth of the Scooter launched by Yamaha Company and on those basis certain

conclusions and recommendations were drawn and finally suggestions were put forward.

As the scooter is newly launched company needs to focus on certain areas like Customer Needs,

Brandingmarketing initiatives, Pricing and After Sales Services.

While carrying out the study I have gained a good amount of knowledge and on the basis of the

survey done I came to know how the Scooter Industry made advantage of these challenges and

turn them into opportunity. Also this has given a chance to try and apply the academic

knowledge and gain insight into corporate culture and market scenario. This not only helped in

developing decision-making abilities but it also taught me the importance of Team work and

Punctuality.


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OBJECTIVES

Primary Objective:

To gain maximum practical experience and exposure in the company that to in the process of

Marketing and Sales (before & after) of a commodity and utilize it further to be a part of aMarketing Team in a prestigious company.

Secondary Objectives:

A. Marketing strategies to improve the sales of newly launched RAY & RAY Z scooter of

Yamaha at Oswal Auto (YBS), North Delhi Region.

B. Improve the quality of Yamaha Bike Station (YBS)

C. Competitors Analysis to understand the market trends.

METHODOLOGY

A. Analysis of the YBS quality w.r.t. FOMS i.e. Facility, Operations, Manpower and 5

senses parameters by doing Customer Satisfaction Index survey which will help in

understanding the customer needs.

B. Increasing the Sales and creating Awareness of the newly launched scooter through

promotional activities.

C. Training and Development of staff

D. Monitor results and counter measures

DATA COLLECTION METHOD

Primary data: -The primary data has been collected through questionnaire by

personally visiting different dealers in North Delhi region, interaction with the staffs,

managers, was done to primarily collect information pertaining to the research topic.

Secondary Data: The secondary data was collected through websites, marketing

journals, books and other informative sites.

Sample Size: It differs from 10-30 and in some cases 100 customers from different

categories in North Delhi region were selected.


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Sampling Technique: Convenient Random Sampling has been used in order to get the

data. To facilitate the availability of data, respondents were the sales executive, walk in

customers, managers of the dealership

Data Analysis: The data collected from various sources have been classified, tabulated

and analyzed in the graphical and theoretical form.


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INDUSTRY PROFILE

Overview on Automobile IndustryThe Indian Automobile Industry is manufacturing over 11 million vehicles and exporting about

1.5 million every year. The dominant products of the industry are two wheelers with a market

share of over 75% and passenger cars with a market share of about 16%. Commercial vehicles

and three wheelers share about 9% of the market between them. About 91% of the vehicles soldare used by households and only about 9% for commercial purposes. The industry has attained a

turnover of more than USD 35 billion and provides direct and indirect employment to over 13

million people.

The world standings for the Indian automobile sector, as per the Confederation of Indian

Industry, are as follows:

Largest three-wheeler market

Second largest two-wheeler market

Tenth largest passenger car market

Fourth largest tractor market

Fifth largest commercial vehicle market

Fifth largest bus and truck segment

The supply chain of this industry in India is very similar to the supply chain of the automotive

industry in Europe and America. This may present its own set of opportunities and threats. The

order of the industry arises from the bottom of the supply chain i.e., from the consumers andgoes through the automakers and climbs up until the third tier suppliers. However the products,

as channeled in every traditional automotive industry, flow from the top of the supply chain to

reach the consumers.Interestingly, the level of trade exports in this sector in India has been medium and imports have

been low. However, this is rapidly changing and both exports and imports are increasing. The

demand determinants of the industry are factors like affordability, product innovation,

infrastructure and price of fuel. Also, the basis of competition is the sector is high and increasingand the life cycle stage is growth. With a rapidly growing middle class, all the advantages of this

sector in India are yet to be leveraged.

Note that, with a high cost of developing production facilities, limited accessibility to new

technology and soaring competition, the barriers to enter the Indian Automotive sector are highand these barriers are study. On the other hand, India has a well-developed tax structure. The

power to levy taxes and duties is distributed among the three tiers of Government. The cost

structure of the industry is fairly traditional, but the profitability of motor vehicle manufacturershas been rising over the past five years. Major players, like Tata Motors and Maruti Suzuki have

material cost of about 80% but are recording profits after tax of about 6% to 11%.

The level of technology change in the Motor vehicle Industry has been high but, the rate ofchange in technology has been medium. Investment in the technology by the producers has been

high. System-suppliers of integrated components and sub-systems have become the order of the


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day. However, further investment in new technologies will help the industry be more

competitive. Over the past few years, the industry has been volatile. Currently, Indias increasingper capita disposable income which is expected to rise by 106% by 2015 and growth in exports isplaying a major role in the rise and competitiveness of the industry.

Tata Motors is leading the commercial vehicle segment with a market share of about 64%.

Maruti Suzuki is leading the passenger vehicle segment with a market share of 46%. HyundaiMotor India and Mahindra and Mahindra are focusing expanding their footprint in the overseasmarket. Hero Honda Motors is occupying over 41% and sharing 26% of the two wheeler market

in India with Bajaj Auto. Bajaj Auto in itself is occupying about 58% of the three wheeler

market.Consumers are very important of the survival of the Motor Vehicle manufacturing industry. In

2008-09, customer sentiment dropped, which burned on the augmentation in demand of cars.

Steel is the major input used by manufacturers and the rise in price of steel is putting a cost

pressure on manufacturers and cost is getting transferred to the end consumer. The price of oiland petrol affect the driving habits of consumers and the type of car they buy.

The key to success in the industry is to improve labour productivity, labour flexibility, and

capital efficiency. Having quality manpower, infrastructure improvements, and raw materialavailability also play a major role. Access to latest and most efficient technology and techniques

will bring competitive advantage to the major players. Utilising manufacturing plants to

optimum level and understanding implications from the government policies are the essentials in

the Automotive Industry of India.Both, Industry and Indian Government are obligated to intervene the Indian Automotive

industry. The Indian government should facilitate infrastructure creation, create favourable and

predictable business environment, attract investment and promote research and development.The role of Industry will primarily be in designing and manufacturing products of world-class

quality establishing cost competitiveness and improving productivity in labour and in capital.

With a combined effort, the Indian Automotive industry will emerge as the destination of choice

in the world for design and manufacturing of automobiles.India is the second largest producer of two-wheelers in the world. In the last few years, the

Indian two-wheeler industry has seen spectacular growth. The country stands next to China and

Japan in terms of production and sales respectively.

The automobiles sector is divided into four segments two-wheelers (mopeds, scooters,

motorcycles, electric two-wheelers), passenger vehicles (passenger cars, utility vehicles, multi-

purpose vehicles), commercial vehicles (light and medium-heavy vehicles), and three wheelers

(passenger carriers and good carriers).Its evident from the pie chart that two wheelers have the

maximum market share in the domestic Automobile sector.


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Sourcehttp://ppac.org.in/writereaddata/Report_IPR.pdf
http://ppac.org.in/writereaddata/Report_IPR.pdfhttp://ppac.org.in/writereaddata/Report_IPR.pdfhttp://ppac.org.in/writereaddata/Report_IPR.pdfhttp://ppac.org.in/writereaddata/Report_IPR.pdf


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Sourcehttp://ppac.org.in/writereaddata/Report_IPR.pdf

For the month of April 2013, the motor cycles segment suffered a slight setback, marking a

negative growth of 2.06% as compared against the same month last year. The scooter segment

recorded a 14.72% growth and mopeds manage a 7.2% growth in April 2013 as against April

2012.

The pie chart states that there is a significant growth in the market share of scooter industry from

the last decade.

However, the sector has shown a sluggish growth of 12 percent in 2012. The trend is likely to

stay with a 10 percent growth outlined for 2013 citing high ownership costs (fuel costs, cost of

registration, excise duty, road tax) and slow rural income growth. Solid but cautious growth is

expected over the next few years. However, from a long-term perspective, rising incomes,

improved affordability and untapped markets present promising opportunities for automobile

manufactures in India. According to Macquaire equities research, sale of passenger vehicles is

expected to double in the next four years and growth anticipated is higher than the 16 percent
http://ppac.org.in/writereaddata/Report_IPR.pdfhttp://ppac.org.in/writereaddata/Report_IPR.pdfhttp://ppac.org.in/writereaddata/Report_IPR.pdfhttp://ppac.org.in/writereaddata/Report_IPR.pdf


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achieved in the past 10 years. Two-wheeler vehicle segment is expected to show slow growth of

10 percent CAGR over the period of 2012-2016, suggests the report.

The Government recognizes the impact of the sector on the nations economy, and consequently,

the Automotive Mission Plan 2016 launched by it seeks to grow the industry to a size of US

$145bn by 2016 and make it contribute 10 percent to the nations GDP.

Factors that will drive growth in the sector

Rising incomes among Indian population will lead to increased affordability, increasing

domestic demand for vehicles, especially in the small car segment.

Fuel economy and demand for greater fuel efficiency is a major factor that affects

consumer purchase decision that will bring leading companies across two-wheeler and

four-wheeler segment to focus on delivering performance-oriented products.

Product innovation and market segmentation will channelize growth. Vehicles based on

alternative fuels will be an area of interest for both consumers and auto makers. Focus on establishing India as auto-manufacturing hub is reigning in policy support in

form of Governments technology modernisation fund.

Industry will seek to augment sales by tapping into rural markets, youth, women and

luxury segments.

According to the Confederation of Indian Industry, auto sector currently employs 787, 7702

people, 58 percent of who are in the passenger car segment. However, there is an increasing

demand for skilled professionals in the domain of effective service delivery, spares management

and support functions. ITIs and Polytechnics provide 530,000 graduates every year, but there is

an urgent need for updating courses to keep up with changing trends in technology,

manufacturing, and processes.Indian two wheeler industries saw a slight growth of 1.04% during the April-May period of 2013

compared against the same period of 2012. A total of 2,374,253 units were sold during the period

as 2,349,814 units were sold in April-May 2012.

MAJOR COMPANIESMajor players of Automobile Sector in India are:

HERO HONDA

MAHINDRA

YAMAHA

PIAGGIO

SUZUKI

BAJAJ AUTO


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TVS

ROYAL ENFIELD

HARLEY DAVIDSON

Indian two wheeler industries saw a slight growth of 1.04% during the April-May period of 2013

compared against the same period of 2012. A total of 2,374,253 units were sold during the period

as 2,349,814 units were sold in April-May 2012.Hero Motor Corp is the biggest manufacturer in

Indian market who sold 1,035,823 units during April-May 2013, thus registered a 3.54% decline

in sales as against same period the previous year where 1,073,815 units were sold. The provision

of giving 5 year warranty on every vehicle didnt pay off well for Hero.

The notable highlight of the period is the flourishing sales of Vespa, as they sold 8280 units

during the period April-May 2013 and posted a growth of 247.02% as against same period last

year. Honda, Yamaha and Royal Enfield had also posted growths while Suzuki sales took a

downturn.

The period April-May of 2013 saw the share of Hero came down to 43.63%. Honda gain some

shares and put themselves at second place replacing Bajaj. Honda holds 19.79% share as per

April-May 2013 while Bajaj has now 17.35% share.


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Motorcycle

Sales of Hero declined by 7.27% while Yamaha also saw their sales went down by 9.39%.

Apparently Honda registered 21.33% growth. Royal Enfield and Harley Davidson also wrapped

up the month with concrete sales figures.


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Triggered by the decline of sales Heros share inmotorcycle segment came down to 53.60% for

April to May period of 2013. Their former partner Honda with improved share of 11.67% stays

as third place in terms of sales in Indian two wheeler market.

Scooters

The sales of scooter witnessed an encouraging growth by 13.88% in the April to May period of

2013 as compared to same period of 2012. Hero motor Corp had fared an uplifting growth of

44.94% during the period April-May 2013 as against April-May 2012. The newly launched

Vespa has also reassured hopes for Piaggio as 8280 units were sold out in April May this year.

M&M has suffered a steep decline of 48%.

Honda remains mater leader in this segment and owns 50.92% of market share. Hero has again

grew in market share for the period April-May of 2013 and now holds 21.07% of Scooter market

share. To recapture the lost market share, Honda has now introduced 110cc Activa-I priced at

around Rs 44,000 and this will provide tough competition to Hero and Suzuki in coming months.


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Moped

TVS is the lone player in moped segment. But their sales had declined by 11.45% for the period

April-May of 2013 as against same period the previous year. To increase Moped sales, TVS hasstarted TV commercial recently.

SWOT ANALYSIS FOR THE TWO WHEELER INDUSTRY

Strength

Established brands, Strong Brand Name

Fuel efficient

Style statement

Convenient in heavy traffic

Cheap and affordable

Easy and cheap finance availability

Patents

Good reputation among customers

Economical price

Safety

Comfort level

Weaknesses

Extremely price sensitive

Short PLC

High R and D costs


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Opportunities

Growing premium segment

Environmental concerns

Exports increasing Very strong demand in the 100cc

segment dominated by limited players.

Threats

The Rs.1 Lakh car

Cut throat competition

market

Rising raw material costs

Increasing rates of interest on Finance


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COMPANY PROFILE

YAMAHA IN A GLOBAL VIEW:

Yamaha Corporation is a Japanese multinational corporation and conglomerate based

in Japan with a wide range of products and services, predominantly musical instruments,

electronics, motorcycles and power sports equipment. Yamaha was established in 1887 as

a piano and reed organ manufacturer by Torakusu Yamaha as Nippon GakkiCompany Limited

Hamamatsu, Shizuoka prefecture and was incorporated on October 12, 1897. The company's

origins as a musical instrument manufacturer is still reflected today in the group's logoa trio of

interlocking tuning forks.


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After World War II, company president Genichi Kawakami repurposed the remains of the

company's war-time production machinery and the company's expertise in metallurgical

technologies to the manufacture of motorcycles. The YA-1 (AKA Akatombo, the "Red

Dragonfly"), of which 125 were built in the first year of production (1954), was named in honour

of the founder. It was a 125cc, single cylinder, two-stroke, street bike patterned after the

German DKW RT125 (which the British munitions firm, BSA, had also copied in the post-war

era and manufactured as theBantamand Harley-Davidson as theHummer. In 1955, the success

of the YA-1 resulted in the founding of Yamaha Motor Co., Ltd.

Yamaha has grown to become the world's largest manufacturer of musical instruments

(including pianos, "silent"pianos,drums,guitars,brass

instruments,woodwinds,violins,violas,celli, andvibraphones), as well as a leading

manufacturer of semiconductors, audio/visual, computer related products, sporting goods,home

appliances,specialty metals andindustrial robots.

In 1989, Yamaha shipped the world's firstCD recorder. Yamaha purchasedSequentialCircuitsin 1988. It bought a majority stake (51%) of competitorKorgin 1987, which was bought

out by Korg in 1993.In 2002, Yamaha closed down itsarcheryproduct business that was started

in 1959. Six archers in five differentOlympic Gameswon gold medals using their products.

It

acquired German audio software manufacturersSteinbergin January 2005, fromPinnacle

Systems.In July, 2007, Yamaha bought out the minority shareholding of the Kemble family in

Yamaha-Kemble Music (UK) Ltd, Yamaha's UK import and musical instrument and

professional audio equipment sales arm, the company being renamed Yamaha Music U.K. Ltd in

autumn 2007. Kemble & Co. Ltd, the UK piano sales & manufacturing arm was unaffected.

On December 20, 2007, Yamaha made an agreement with the Austrian Bank BAWAG P.S.K.

Group BAWAG to purchase all the shares ofBsendorfer,intended to take place in early 2008.Yamaha intends to continue manufacturing at the Bsendorfer facilities in Austria. The

acquisition ofBsendorfer was announced after theNAMM Showin Los Angeles, on January

28, 2008. As of February 1, 2008, Bsendorfer Klavierfabrik GmbH operates as a subsidiary of

Yamaha Corp. Yamaha Corporation is also widely known for their music teaching program me

that began in the 1950s.

Yamaha electronic have proven to be successful, popular and respected products. For example

theYamaha YPG-625was given the award "Keyboard of the Year" and "Product of the Year" in

2007 from The Music and Sound Retailermagazine.[13]

Other noteworthy Yamaha electronics

include theSHS-10 Key tar, a consumer-priced key tar which offered MIDI output features

normally found on much more expensive keyboards.

Other companies in the Yamaha group include:

BsendorferKlavierfabrik GmbH, Vienna, Austria.

Yamaha Motor Company

Yamaha Fine Technologies Co., Ltd.

Yamaha Golf Cart Company
http://en.wikipedia.org/wiki/Drumhttp://en.wikipedia.org/wiki/Drumhttp://en.wikipedia.org/wiki/Guitarhttp://en.wikipedia.org/wiki/Guitarhttp://en.wikipedia.org/wiki/Guitarhttp://en.wikipedia.org/wiki/Brass_instrumentshttp://en.wikipedia.org/wiki/Brass_instrumentshttp://en.wikipedia.org/wiki/Brass_instrumentshttp://en.wikipedia.org/wiki/Brass_instrumentshttp://en.wikipedia.org/wiki/Woodwindhttp://en.wikipedia.org/wiki/Woodwindhttp://en.wikipedia.org/wiki/Woodwindhttp://en.wikipedia.org/wiki/Violinhttp://en.wikipedia.org/wiki/Violinhttp://en.wikipedia.org/wiki/Violinhttp://en.wikipedia.org/wiki/Violahttp://en.wikipedia.org/wiki/Violahttp://en.wikipedia.org/wiki/Violahttp://en.wikipedia.org/wiki/Cellohttp://en.wikipedia.org/wiki/Cellohttp://en.wikipedia.org/wiki/Cellohttp://en.wikipedia.org/wiki/Vibraphonehttp://en.wikipedia.org/wiki/Vibraphonehttp://en.wikipedia.org/wiki/Vibraphonehttp://en.wikipedia.org/wiki/Home_appliancehttp://en.wikipedia.org/wiki/Home_appliancehttp://en.wikipedia.org/wiki/Home_appliancehttp://en.wikipedia.org/wiki/Home_appliancehttp://en.wikipedia.org/wiki/Industrial_robothttp://en.wikipedia.org/wiki/Industrial_robothttp://en.wikipedia.org/wiki/Industrial_robothttp://en.wikipedia.org/wiki/CD_recorderhttp://en.wikipedia.org/wiki/CD_recorderhttp://en.wikipedia.org/wiki/CD_recorderhttp://en.wikipedia.org/wiki/Sequential_Circuitshttp://en.wikipedia.org/wiki/Sequential_Circuitshttp://en.wikipedia.org/wiki/Sequential_Circuitshttp://en.wikipedia.org/wiki/Sequential_Circuitshttp://en.wikipedia.org/wiki/Korghttp://en.wikipedia.org/wiki/Korghttp://en.wikipedia.org/wiki/Korghttp://en.wikipedia.org/wiki/Archeryhttp://en.wikipedia.org/wiki/Archeryhttp://en.wikipedia.org/wiki/Archeryhttp://en.wikipedia.org/wiki/Olympic_Gameshttp://en.wikipedia.org/wiki/Olympic_Gameshttp://en.wikipedia.org/wiki/Olympic_Gameshttp://en.wikipedia.org/wiki/Steinberghttp://en.wikipedia.org/wiki/Steinberghttp://en.wikipedia.org/wiki/Steinberghttp://en.wikipedia.org/wiki/Pinnacle_Systemshttp://en.wikipedia.org/wiki/Pinnacle_Systemshttp://en.wikipedia.org/wiki/Pinnacle_Systemshttp://en.wikipedia.org/wiki/Pinnacle_Systemshttp://en.wikipedia.org/wiki/B%C3%B6sendorferhttp://en.wikipedia.org/wiki/B%C3%B6sendorferhttp://en.wikipedia.org/wiki/B%C3%B6sendorferhttp://en.wikipedia.org/wiki/B%C3%B6sendorferhttp://en.wikipedia.org/wiki/B%C3%B6sendorferhttp://en.wikipedia.org/wiki/B%C3%B6sendorferhttp://en.wikipedia.org/wiki/NAMM_Showhttp://en.wikipedia.org/wiki/NAMM_Showhttp://en.wikipedia.org/wiki/NAMM_Showhttp://en.wikipedia.org/wiki/Yamaha_YPG-625http://en.wikipedia.org/wiki/Yamaha_YPG-625http://en.wikipedia.org/wiki/Yamaha_YPG-625http://en.wikipedia.org/wiki/Yamaha#cite_note-ypg625-13http://en.wikipedia.org/wiki/Yamaha#cite_note-ypg625-13http://en.wikipedia.org/wiki/Yamaha#cite_note-ypg625-13http://en.wikipedia.org/wiki/Yamaha_SHS-10http://en.wikipedia.org/wiki/Yamaha_SHS-10http://en.wikipedia.org/wiki/Yamaha_SHS-10http://en.wikipedia.org/wiki/B%C3%B6sendorferhttp://en.wikipedia.org/wiki/B%C3%B6sendorferhttp://en.wikipedia.org/wiki/Yamaha_Motor_Companyhttp://en.wikipedia.org/wiki/Yamaha_Motor_Companyhttp://en.wikipedia.org/wiki/Yamaha_Motor_Companyhttp://en.wikipedia.org/wiki/B%C3%B6sendorferhttp://en.wikipedia.org/wiki/Yamaha_SHS-10http://en.wikipedia.org/wiki/Yamaha#cite_note-ypg625-13http://en.wikipedia.org/wiki/Yamaha_YPG-625http://en.wikipedia.org/wiki/NAMM_Showhttp://en.wikipedia.org/wiki/B%C3%B6sendorferhttp://en.wikipedia.org/wiki/B%C3%B6sendorferhttp://en.wikipedia.org/wiki/Pinnacle_Systemshttp://en.wikipedia.org/wiki/Pinnacle_Systemshttp://en.wikipedia.org/wiki/Steinberghttp://en.wikipedia.org/wiki/Olympic_Gameshttp://en.wikipedia.org/wiki/Archeryhttp://en.wikipedia.org/wiki/Korghttp://en.wikipedia.org/wiki/Sequential_Circuitshttp://en.wikipedia.org/wiki/Sequential_Circuitshttp://en.wikipedia.org/wiki/CD_recorderhttp://en.wikipedia.org/wiki/Industrial_robothttp://en.wikipedia.org/wiki/Home_appliancehttp://en.wikipedia.org/wiki/Home_appliancehttp://en.wikipedia.org/wiki/Vibraphonehttp://en.wikipedia.org/wiki/Cellohttp://en.wikipedia.org/wiki/Violahttp://en.wikipedia.org/wiki/Violinhttp://en.wikipedia.org/wiki/Woodwindhttp://en.wikipedia.org/wiki/Brass_instrumentshttp://en.wikipedia.org/wiki/Brass_instrumentshttp://en.wikipedia.org/wiki/Guitarhttp://en.wikipedia.org/wiki/Drum


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Yamaha Livingtec Corporation

Yamaha Metanix Corporation

Yamaha Music Communications Co., Ltd.

Yamaha Pro Audio

DIVERSIFICATION:

Yamaha expanded into many diverse businesses. The first venture into each major category is

listed below.

1897 Keyboard Instruments (reed organ, pianos in 1900)

1903 Furniture

1914 Harmonicas

1922 Audio Equipment (crank phonograph first)

1942 Guitars

1954 Small engines and vehicles/watercraft (YA-1 motorcycle first) 1959 Sporting Goods (starting with archery)

1959 Music Schools

1961 Metal alloys

1965 Band Instruments (trumpet first)

1971 Semiconductors

1984 Industrial Robots

2000 Recorded Music (record companyYMC)

BRAND SLOGAN

Overview

Company Name Yamaha Motor Co., Ltd.

Founded July 1, 1955

Capital 85,666 million yen (as of March 31, 2013)

President Hiroyuki Yanagi

Employees 53,958 (as of December 31, 2012)

(Consolidated) Parent :10,180 (as of December 31, 2012)

Sales 1,207,675 million yen

(Consolidated) (from January 1, 2012 to December 31, 2012)
http://en.wikipedia.org/wiki/Yamaha_Pro_Audiohttp://en.wikipedia.org/wiki/Yamaha_Pro_Audiohttp://en.wikipedia.org/w/index.php?title=Yamaha_Music_Communications&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Music_Communications&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Music_Communications&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Music_Communications&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_Pro_Audio


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Parent: 474,589 million yen (from January 1, 2012 to December

31, 2012)

Sales Profile

Sales (%) by product category (consolidated)

Sales (%) by region (consolidated)

Sourcehttp://global.yamaha-motor.com/about/overview/

Headquarters

2500 Shingai, Iwata-shi, Shizuoka-ken, Japan

Group Companies

Consolidated subsidiaries: 110

Non-consolidated subsidiaries: 4 (by the equity method)

Affiliates: 25 (by the equity method)

Lines of Businesses

Motorcycles

Sports bikes, Trail bikes, Road racers, Motocrossers, etc.

Commuter Vehicles

Scooters, Business-use bikes

Recreational Vehicles

All-terrain vehicles, Recreational Off-highway Vehicles, Snowmobiles

Boats

Powerboats, Sailboats, Utility boats, Custom boats

Marine Engines
http://global.yamaha-motor.com/about/overview/http://global.yamaha-motor.com/about/overview/http://global.yamaha-motor.com/about/overview/http://global.yamaha-motor.com/about/business/mc/http://global.yamaha-motor.com/about/business/mc/http://global.yamaha-motor.com/about/business/mc/http://global.yamaha-motor.com/about/business/cv/http://global.yamaha-motor.com/about/business/cv/http://global.yamaha-motor.com/about/business/rv/http://global.yamaha-motor.com/about/business/rv/http://global.yamaha-motor.com/about/business/boat/http://global.yamaha-motor.com/about/business/boat/http://global.yamaha-motor.com/about/business/me/http://global.yamaha-motor.com/about/business/me/http://global.yamaha-motor.com/about/business/boat/http://global.yamaha-motor.com/about/business/rv/http://global.yamaha-motor.com/about/business/cv/http://global.yamaha-motor.com/about/business/mc/http://global.yamaha-motor.com/about/business/boat/http://global.yamaha-motor.com/about/business/rv/http://global.yamaha-motor.com/about/business/cv/http://global.yamaha-motor.com/about/business/mc/http://global.yamaha-motor.com/about/business/boat/http://global.yamaha-motor.com/about/business/rv/http://global.yamaha-motor.com/about/business/cv/http://global.yamaha-motor.com/about/business/mc/http://global.yamaha-motor.com/about/business/boat/http://global.yamaha-motor.com/about/business/rv/http://global.yamaha-motor.com/about/business/cv/http://global.yamaha-motor.com/about/business/mc/http://global.yamaha-motor.com/about/business/boat/http://global.yamaha-motor.com/about/business/rv/http://global.yamaha-motor.com/about/business/cv/http://global.yamaha-motor.com/about/business/mc/http://global.yamaha-motor.com/about/business/boat/http://global.yamaha-motor.com/about/business/rv/http://global.yamaha-motor.com/about/business/cv/http://global.yamaha-motor.com/about/business/mc/http://global.yamaha-motor.com/about/business/me/http://global.yamaha-motor.com/about/business/boat/http://global.yamaha-motor.com/about/business/boat/http://global.yamaha-motor.com/about/business/rv/http://global.yamaha-motor.com/about/business/rv/http://global.yamaha-motor.com/about/business/cv/http://global.yamaha-motor.com/about/business/cv/http://global.yamaha-motor.com/about/business/mc/http://global.yamaha-motor.com/about/business/mc/http://global.yamaha-motor.com/about/business/mc/http://global.yamaha-motor.com/about/overview/


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Outboard motors, Electric marine motors

Personal Watercraft

Personal Watercraft

Electrically Power Assisted Bicycles

Electrically Power Assisted Bicycles

Automobile Engines

Automobile Engines

UMS(Unmanned System)

Industrial-use unmanned helicopters

Golf Cars

Golf cars, Land cars

Power Products

Generators, Multipurpose engines, Water pumps, Snow throwers, etc.

Pools

Pools, Watersliders, Pool-related equipment

Intelligent Machinery

Surface mounters, Compact industrial robots, etc.

Wheelchairs
http://global.yamaha-motor.com/about/business/pw/http://global.yamaha-motor.com/about/business/pw/http://global.yamaha-motor.com/about/business/ev/http://global.yamaha-motor.com/about/business/ev/http://global.yamaha-motor.com/about/business/am/http://global.yamaha-motor.com/about/business/am/http://global.yamaha-motor.com/about/business/sky/http://global.yamaha-motor.com/about/business/sky/http://global.yamaha-motor.com/about/business/sky/http://global.yamaha-motor.com/about/business/sky/http://global.yamaha-motor.com/about/business/golf/http://global.yamaha-motor.com/about/business/golf/http://global.yamaha-motor.com/about/business/pp/http://global.yamaha-motor.com/about/business/pp/http://global.yamaha-motor.com/about/business/pool/http://global.yamaha-motor.com/about/business/pool/http://global.yamaha-motor.com/about/business/pool/http://global.yamaha-motor.com/about/business/pool/http://global.yamaha-motor.com/about/business/im/http://global.yamaha-motor.com/about/business/im/http://global.yamaha-motor.com/about/business/wheelchairs/http://global.yamaha-motor.com/about/business/wheelchairs/http://global.yamaha-motor.com/about/business/im/http://global.yamaha-motor.com/about/business/pool/http://global.yamaha-motor.com/about/business/pp/http://global.yamaha-motor.com/about/business/golf/http://global.yamaha-motor.com/about/business/sky/http://global.yamaha-motor.com/about/business/am/http://global.yamaha-motor.com/about/business/ev/http://global.yamaha-motor.com/about/business/pw/http://global.yamaha-motor.com/about/business/me/http://global.yamaha-motor.com/about/business/im/http://global.yamaha-motor.com/about/business/pool/http://global.yamaha-motor.com/about/business/pp/http://global.yamaha-motor.com/about/business/golf/http://global.yamaha-motor.com/about/business/sky/http://global.yamaha-motor.com/about/business/am/http://global.yamaha-motor.com/about/business/ev/http://global.yamaha-motor.com/about/business/pw/http://global.yamaha-motor.com/about/business/me/http://global.yamaha-motor.com/about/business/im/http://global.yamaha-motor.com/about/business/pool/http://global.yamaha-motor.com/about/business/pp/http://global.yamaha-motor.com/about/business/golf/http://global.yamaha-motor.com/about/business/sky/http://global.yamaha-motor.com/about/business/am/http://global.yamaha-motor.com/about/business/ev/http://global.yamaha-motor.com/about/business/pw/http://global.yamaha-motor.com/about/business/me/http://global.yamaha-motor.com/about/business/im/http://global.yamaha-motor.com/about/business/pool/http://global.yamaha-motor.com/about/business/pp/http://global.yamaha-motor.com/about/business/golf/http://global.yamaha-motor.com/about/business/sky/http://global.yamaha-motor.com/about/business/am/http://global.yamaha-motor.com/about/business/ev/http://global.yamaha-motor.com/about/business/pw/http://global.yamaha-motor.com/about/business/me/http://global.yamaha-motor.com/about/business/im/http://global.yamaha-motor.com/about/business/pool/http://global.yamaha-motor.com/about/business/pp/http://global.yamaha-motor.com/about/business/golf/http://global.yamaha-motor.com/about/business/sky/http://global.yamaha-motor.com/about/business/am/http://global.yamaha-motor.com/about/business/ev/http://global.yamaha-motor.com/about/business/pw/http://global.yamaha-motor.com/about/business/me/http://global.yamaha-motor.com/about/business/im/http://global.yamaha-motor.com/about/business/pool/http://global.yamaha-motor.com/about/business/pp/http://global.yamaha-motor.com/about/business/golf/http://global.yamaha-motor.com/about/business/sky/http://global.yamaha-motor.com/about/business/am/http://global.yamaha-motor.com/about/business/ev/http://global.yamaha-motor.com/about/business/pw/http://global.yamaha-motor.com/about/business/me/http://global.yamaha-motor.com/about/business/im/http://global.yamaha-motor.com/about/business/pool/http://global.yamaha-motor.com/about/business/pp/http://global.yamaha-motor.com/about/business/golf/http://global.yamaha-motor.com/about/business/sky/http://global.yamaha-motor.com/about/business/am/http://global.yamaha-motor.com/about/business/ev/http://global.yamaha-motor.com/about/business/pw/http://global.yamaha-motor.com/about/business/me/http://global.yamaha-motor.com/about/business/im/http://global.yamaha-motor.com/about/business/pool/http://global.yamaha-motor.com/about/business/pp/http://global.yamaha-motor.com/about/business/golf/http://global.yamaha-motor.com/about/business/sky/http://global.yamaha-motor.com/about/business/am/http://global.yamaha-motor.com/about/business/ev/http://global.yamaha-motor.com/about/business/pw/http://global.yamaha-motor.com/about/business/me/http://global.yamaha-motor.com/about/business/im/http://global.yamaha-motor.com/about/business/pool/http://global.yamaha-motor.com/about/business/pp/http://global.yamaha-motor.com/about/business/golf/http://global.yamaha-motor.com/about/business/sky/http://global.yamaha-motor.com/about/business/am/http://global.yamaha-motor.com/about/business/ev/http://global.yamaha-motor.com/about/business/pw/http://global.yamaha-motor.com/about/business/me/http://global.yamaha-motor.com/about/business/wheelchairs/http://global.yamaha-motor.com/about/business/wheelchairs/http://global.yamaha-motor.com/about/business/im/http://global.yamaha-motor.com/about/business/im/http://global.yamaha-motor.com/about/business/im/http://global.yamaha-motor.com/about/business/pool/http://global.yamaha-motor.com/about/business/pool/http://global.yamaha-motor.com/about/business/pool/http://global.yamaha-motor.com/about/business/pp/http://global.yamaha-motor.com/about/business/pp/http://global.yamaha-motor.com/about/business/golf/http://global.yamaha-motor.com/about/business/golf/http://global.yamaha-motor.com/about/business/sky/http://global.yamaha-motor.com/about/business/sky/http://global.yamaha-motor.com/about/business/am/http://global.yamaha-motor.com/about/business/am/http://global.yamaha-motor.com/about/business/ev/http://global.yamaha-motor.com/about/business/ev/http://global.yamaha-motor.com/about/business/pw/http://global.yamaha-motor.com/about/business/pw/


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Wheelchair electric power units, Electric wheelchairs, etc.

Parts(accessories)

Parts, Accessories, Apparel, Helmets, Engine oil, etc.

YAMAHA INDIA:

Yamaha made its initial foray into India in 1985. Subsequently, it entered into a 50:50 joint-

venture with the Escorts Group in 1996. However, in August 2001, Yamaha acquired its

remaining stake becoming a 100% subsidiary of Yamaha Motor Co., Ltd, Japan (YMC). In 2008,

Mitsui & Co., Ltd. entered into an agreement with YMC to become a joint-investor in the

motorcycle manufacturing company "India Yamaha Motor Private Limited (IYM)".

IYM operates from its state-of-the-art manufacturing units at Surajpur in Uttar Pradesh and

Faridabad in Haryana and produces motorcycles for both domestic and export markets. With a

strong workforce of more than 2,000 employees, IYM is highly customer-driven and has a

countrywide network of over 400 dealers. Presently, its product portfolio includes VMAX

(1,679cc), YZF-R1 (998cc), FZ1(998cc), YZF-R15 version 2.0 (150cc), Fazer (153cc), FZ-S

(153cc), FZ16 (153cc), SZ-R(153cc), SZ-X (153cc), SS125 (123cc), YBR 125 (123cc), YBR110 (106cc), Crux (106cc) and Ray(113cc).

VISION:

We will establish YAMAHA as the "exclusive & trusted brand" of customers by "creating

Kando" (touching their hearts) - the first time and every time with world class products &

services delivered by people having "passion for customers".

MISSION:

Be the Exclusive & Trusted Brand renowned for marketing and manufacturing of YAMAHA

products, focusing on serving our customer where we can build long term relationships by

raising their lifestyle through performance excellence, proactive design & innovative technology.

Our innovative solutions will always exceed the changing needs of our customers and provide

value added vehicles.
http://global.yamaha-motor.com/about/business/parts/http://global.yamaha-motor.com/about/business/parts/http://global.yamaha-motor.com/about/business/parts/http://global.yamaha-motor.com/about/business/parts/http://global.yamaha-motor.com/about/business/wheelchairs/http://global.yamaha-motor.com/about/business/parts/http://global.yamaha-motor.com/about/business/wheelchairs/http://global.yamaha-motor.com/about/business/parts/http://global.yamaha-motor.com/about/business/parts/http://global.yamaha-motor.com/about/business/parts/


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Build the Winning Team with capabilities for success, thriving in a climate for action and

delivering results. Our employees are the most valuable assets and we intend to develop them to

achieve international level of professionalism with progressive career development. As a good

corporate citizen, we will conduct our business ethically and socially in a responsible manner

with concerns for the environment.

Grow through continuously innovating our business processes for creating value and knowledge

across our customers thereby earning the loyalty of our partners & increasing our stakeholder

value

CORE COMPETENCIES:

Customer

We put customers first in everything we do. We take decisions keeping the customer in mind.

Challenging Spirit

We strive for excellence in everything we do and in the quality of goods & services we provide.We work hard to achieve what we commit & achieve results faster than our competitors and we

never give up.

Team-work

We work cohesively with our colleagues as a multi-cultural team built on trust, respect,

understanding & mutual co-operation. Everyone's contribution is equally important for our

success.

Frank & Fair Organization

We are honest, sincere, open minded, fair & transparent in our dealings. We actively listen to

others and participate in healthy & frank discussions to achieve the organization's goals.

CORPORATE PHILOSOPHY

For society, for the world .Yamaha works to realize our corporate mission of creating Kando

Yamaha Motor is a company that has worked ever since its founding to build products defined

by the concepts of high-quality and high-performance and light weightand compactness as

we have continued to develop new technologies in the areas of small engine technology and FRP

processing technology as well as control and component technologies. It can also be said that our

corporate history has taken a path where people are the fundamental element and our product

creation and other corporate activities have always been aimed at touching peoples hearts. Ourgoal has always been to provide products that empower each and every customer and make their

lives more fulfilling by offering greater speed, greater mobility and greater potential. Said in

another way, our aim is to bring people greater joy, happiness and create Kando* in their lives.

As a company that makes the world its field and offers products for the land, the water, the

snowfields and the sky, Yamaha Motor strives to be a company that offers new excitement and


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a more fulfilling life for people all over the world and to use our ingenuity and passion to

realize peoples dreams and always be the ones they look to for the next Kando.

What is Kando?

Kando is a Japanese word for the simultaneous feeling of deep satisfaction and intense

excitement that people experience when they encounter something of exceptional value.

PRODUCTS FROM YAMAHA IN INDIA:

1. YZF R15: 2. FAZER

3. FZ-S 4.FZ16


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5. SZ S 6. SZ RR

7. SS 125 8. YBR 125

9. YBR 110 10. CRUX


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11. RAY 12. RAY Z

SWOT ANALYSIS FOR INDIA YAMAHA MOTORS

Strength

Size and scale of parent company.

Effective Advertising Capability

Committed and dedicated staff.

High emphasis on R and D.

Experience in the market.

Established brand.

Established market channel.

Power, Speed & Acceleration

Weaknesses

Small showrooms.

Not much emphasis on

aggressive selling.

Weak product diversity.

Opportunities

Growing premium segment.

Global expansion into the Caribbean & CentralAmerica.

Expansion of target market (include women).

Increasing dispensable income.

1st mover advantage.

Threats

Cut throat competition

Increasing number of players inthe market

Rising raw material costs

Increasing rates of interest on

finance


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OSWAL AUTO (Dealership Assigned)

It was established in 2003 by Mr. Ramesh Jain (Chairman).The Managing Director of the YBS is

Mr. Rajat Jain. It was given the title of YBS i.e. Yamaha Bike Station in 2010. It has 3 branches

(Azadpur, Borari, Narela) out of which main office is in Azadpur. It has all the 3S under one roof

i.e. sales, service and spares. It has shown a significant growth rate in past decade. It is spread

over 250sq feet area. It employees 25 people.


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CORE COMPETENCIES

Customer #1

We put customers first in everything we do. We take decisions keeping thecustomer in mind.

Challenging Spirit

We strive for excellence in everything we do and in the quality of goods & services

we provide. We work hard to achieve what we commit & achieve results faster

than our competitors and we never give up.

Team-work

We work cohesively with our colleagues as a multi-cultural team built on trust,

respect, understanding & mutual co-operation. Everyone's contribution is equally

important for our success.

Frank & Fair Organization

We are honest, sincere, open minded, fair & transparent in our dealings. We

actively listen to others and participate in healthy & frank discussions to achieve

the organization's goals.


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METHODOLOGY

FOMS rating on likert scale was done on the basis of given set of parameters by

acting as spy customers.

Leakage analysis was conducted using secondary data such as contact details of

all the enquirers, available at dealership. All 130 customers were called upon and

responses were noted down.

COMPETITION ANALYSIS


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Dealership Models

Price(in Rs.)

Ex-

Showroom

Price (in

Rs.) on

road

Year of

launching

Engine

Displacement

Warranty

Period

No. of

Free

Service

Oswal Motors

Pleasure 43100 49522 2006 102cc 2+3 6

Maestro 46900 53623 2012 109cc 2+3 6

Globus Honda

Activa 47204 51869 2000 109cc 2+3 4

Dio 44718 49206

2003

revised in

2012 109cc 2+3 4

Aviator(Drum) 48229 52966 2009 109cc 2+3 4

Aviator(Disc-

Alloy) 53547 58662 109cc 2+3 4

Activa I 44200 50000 2013 109cc 2+3 4

TVS(Rajpoot)

Scooty Pep+ 39990 43627 2005 90cc 2+3 3

Scooty Streak 41225 44500 2009 90cc 2+3 3

Wego 46154 51608 2009 110cc 2+3 3

G.L.Suzuki

Access 47871 53560 2005 125cc 5 2

Swish 48898 54660 2012 125cc 5 2

Mahindra

(Saboori 2

wheelers)

Duro 42149 47886 2011 125cc 2 6

Duro DZ 46150 52160 125cc 2

Kine 34160 38608 2010 71.5cc 2 6

Rodeo Base 45199 51622 2012 125cc 2 6

Rodeo 45795 51766 125cc 2 6

Rodeo RZ 48164 54328 125cc 2 6

Flyte 42200 47942 2012 125cc 2 6

Piaggio Vespa 59996 67500 2012 125cc 2+2 3

Yamaha (Oswal

Auto)

RAY 47400 53300 2012 113cc 2 5+3

RAY Z 49450 55500 2013 113cc 2 5+3


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FEATURE RAY PLEASURE RAYADVANTAGE

RAY CUSTOMER BENEFIT

Design Fitted withintegratedhead light,

new lookcompact legshield

Normalheadlight

Betteracceleration &

ensures smooth

ride

Ray gives the pleasure of riddingscooter because of the smooth

performance. Better acceleration makes

you move swiftly on road.

MaximumPower

5.3 KW@7500 RPM

(7.1PS@7500RPM)

5.03KW@7000RPM (6.84

PS@7000RPM)

Better pick up,even duringpillion ride

Even two persons can ride easily duringup movement in hilly terrain and flyover

rides.

Wheel Base 1270 mm 1240 mm Better stability Easy handling at all speeds and helps insafe cornering.

Seat height 760 mm 795 mm Easy leg reachto the ground

Helps in easy balancing. Ride withoutfear of falling, especially for FEMALE

RIDERS.Front

SuspensionTelescopicSuspension

Bottom linkwith spring-

loadedhydraulicdamper

BetterSuspension

Helps in smooth ride even on bad roads.

FEATURE RAY ACTIVA RAYADVANTAGE

RAY CUSTOMER BENEFIT

Engine

Displacement

113 CC 109 CC Better engine

reliability &Power

Generation.

Good investment as RAY is durable &

high performance.

Seat height 760 mm 765 mm Easy leg reachto the ground.

Helps in easy balancing. Ride withoutfear of falling, especially for FEMALE

RIDERS.

Wheel base 1270 mm 1238 mm Better Stability Easy handling at all speeds and helps insafe cornering.

Kerb weight 104 111.9 Ray is lighter &easy to handle.

Lighter & can be used for all age group.


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FEATU

RE RAY

SCOOTY

PEP+

RAY

ADVANTAGE RAY CUSTOMER BENEFIT

Engine

Displa

cemen

t 113 CC 87.8 CC Better engine

Good investment as RAY is durable &

high performance.

Desig

n

Fitted with

integrated head

light, new look

compact leg shield

Normal

headlight

Head turner

looks Pride of ownership

Maxi

mum

Power

5.3kw @7500 RPM

(5 PS @ 6500 RPM)

3.68kw

@6500

RPM (5 PS

@6500

RPM)

Better

acceleration

& ensures

smooth ride

RAY gives the pleasure of riding scooter

because of the smooth performance.

Better acceleration makes you move

swiftly on road.

Maxi

mum

torgue

8.1 Nm @5000

RPM

5.8 Nm

@4000 RPM

Better pick

up, even

during pillion

ride

Even 2 persons can ride easily during up

movement in hilly terrain & flyover rides.

Wheel

Base 1270 mm 1230 mm

Better

Stability

Easy handling at all speeds & helps in safe

cornering.

FEATUR

E RAY DIO

RAY


Maximu

m

Power

(bhp)

8.11 PS of

power @

7,500 rpm

7.1 PS

@

7,500

rpm

Better

acceleration &

ensures smooth

ride

RAY gives the pleasure of riding scooter because

of the smooth performance. Better acceleration

makes you move swiftly on road.

Maximu

m

Torque

(Nm)

8.66 Nm of

torque @

5,500 rpm

8.1 N.m

@ 5000

rpm

Better pick up,

even during

pillion ride

Even 2 persons can ride easily during up

movement in hilly terrain & flyover rides.

FEATURE RAY RODEO

RAY


Maximu

m Power

(bhp)

8.0 Bhp

@

7500rp

m

7.1 PS

@

7,500

rpm

Better

acceleration &

ensures smooth

ride

RAY gives the pleasure of riding scooter because of

the smooth performance. Better acceleration

makes you move swiftly on road.

Maximu

m

Torque

(Nm)

9.0 Nm

@

5500rp

m

8.1 N.m

@ 5000

rpm

Better pick up,

even during

pillion ride

Even 2 persons can ride easily during up movement

in hilly terrain & flyover rides.
mailto:3.68kw@6500%20RPM%20(5%20PS%20@6500%20RPM)mailto:3.68kw@6500%20RPM%20(5%20PS%20@6500%20RPM)mailto:3.68kw@6500%20RPM%20(5%20PS%20@6500%20RPM)mailto:3.68kw@6500%20RPM%20(5%20PS%20@6500%20RPM)mailto:3.68kw@6500%20RPM%20(5%20PS%20@6500%20RPM)mailto:3.68kw@6500%20RPM%20(5%20PS%20@6500%20RPM)mailto:3.68kw@6500%20RPM%20(5%20PS%20@6500%20RPM)mailto:3.68kw@6500%20RPM%20(5%20PS%20@6500%20RPM)mailto:3.68kw@6500%20RPM%20(5%20PS%20@6500%20RPM)mailto:3.68kw@6500%20RPM%20(5%20PS%20@6500%20RPM)


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Mileage

/

Average

(kmpl)

45 4550

Tank

Capacity

(Reserve

)

4.5 (1)

L

5 (-) L

FEATURE RAY MAESTRO

Engine

Displacement

(cc)

109 cc, 4-stroke Single Cylinder OHC 113 cc, Air-cooled, 4-stroke,

SOHC, 2-valve

Maximum

Power (bhp)

8.2 Bhp @ 7500 rpm 7.1 PS @ 7,500 rpm

Maximum

Torque (Nm)

9.1 Nm @ 5500 rpm 8.1 N.m @ 5000 rpm

Length (mm) 1802 1835

Width (mm) 697 675

Height (mm) 1162 1075

Ground

Clearance

(mm)

155 128

FOMS ANALYSIS

USING A LIKERT SCALE WITH RATING FROM 1 TO 5

FOMS QUESTIONAIRE

Facilities

Dealership Quality

Parameter Remark Poor Average Good Very Excell


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Good

Neat and Clean

Showroom

Display of Vehicles

Scooter Corner

Scooter Display

Scooter Display with

full accessories

Availability of

Feature Guide

Availability of

Power Guide

Clearly Visible of Sign

Board

Showroom Frontage

Parking Area

Test Ride Route Map

Showroom Size


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Display of Vehicle with

Standee and Product

Brochures

Customer Lounge

(sales area)

Operations

Parameter Remark Poor Average Good Very

Good

Excell

Welcome

Product demo

Offered test drive

Follow up

Customer understanding

Clarify doubts

Manpower

Parameter Remark Poor Average Good Very Excell


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Good

Appearance of sales

consultant

Product knowledge

Communication

Behavior of sales

consultant

5 Senses

Parameter Remark Poor Average Good Very

Good

Excell

Showroom brightness

Fragrance

Showroom temperature

Appearance of

showroom

Taste experience


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Some important parameters

Q.1 Is Female staff available?

o 0

o 1

o 2

o 3

o 4

Q.2 Do they wear Uniform with their named batches?

o Only Uniform

o Both (Uniform and batch)o None

Q.3 How many staff members were available?

o 0

o 1-5

o 5-10

o 10-15

o 15-20

Q.4 Is Demo vehicle available?

o Yes

o No

Q.5 What is the Condition of demo vehicle?

o Bad

o Average

o Good

o Very good

o Excellent


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FACILITIES

Parameter Yamaha Honda Suzuki Mahindra Hero TVS

Neat and Clean Showroom 3 5 5 3 1 3

Display of Vehicles 2 4 4 2 3 1

Scooter Corner 3 5 3 3 2 2

Scooter Display 3 5 4 3 2 2

One Display with Full Accessories 1 4 5 2 3 1

Availability of Feature Guide 4 4 4 3 1 2

Availability of Power Guide 4 4 4 4 1 3

Total 20 31 29 20 13 14

Facilities 2.86 4.43 4.14 2.86 1.86 2.00

OTHER FACILITIES

Parameter Yamaha Honda Suzuki Mahindra Hero TVSClearly Visible of Sign Board 4 5 5 5 4 4

Showroom Frontage 3 4 4 3 3 3

Parking Area 3 3 3 3 1 3

Test Ride Route Map 1 2 2 2 1 1

Showroom Size 3 4 3 2 2 2

0

1

2

3

4

5

Neat and Clean

Showroom

Display of

Vehicles

Scooter Corner

Scooter DisplayOne Display

with Full

Availability of

Feature Guide

Availability of

Power GuideYamaha

Honda

Suzuki

Mahindra

Hero

TVS


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Display of Vehicle with

Standee and Product

Brochures

2 4 3 1 2 1

Customer Lounge ( Sales Area) 3 5 2 2 2 1

Total 19 27 22 18 15 15

Other Facilities 2.71 3.86 3.14 2.57 2.14 2.14

O- OPERATION


Welcome 2 3 2 2 1 4

Product Demo 3 3 4 4 1 4

Offered Test Drive 3 2 2 3 1 3

Follow Up 4 1 4 1 1 1

Customer Understanding 3 3 3 3 1 4

Clarify Doubts 5 4 4 3 1 4

Total 20 16 19 16 6 20

Operations 3.33 2.67 3.17 2.67 1.00 3.33

0

1

2

3

4

5

Clearly Visible

of Sign Board

Showroom

Frontage

Parking Area

Test Ride Route

MapSowroom Size

Display of

Vehicle with

Standee andProduct

Customer

Lounge ( Sales

Area)

Yamaha

Honda

Suzuki

Mahindra

Hero

TVS


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M- MANPOWER


Appearance of Sales Consultant 3 4 3 4 1 3

Product Knowledge 4 3 4 4 1 4

Communication 3 2 4 3 1 4

Behavior of Sales Consultant 4 3 4 3 1 4

No. of Male Staff 5 5 2 3 1 1

No. of Female Staff 5 5 1 1 1 1

Uniform with name badge 1 4 1 4 1 1Total 25 26 19 22 7 18

Manpower 3.57 3.71 2.71 3.14 1.00 2.57

0

12

3

4

5Yamaha

Honda

Suzuki

Mahindra

Hero

TVS

Welcome

Product Demo

Offered Test Drive

Follow Up

Customer

Understanding

Clarify Doubts


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S- 5 SENSES


Showroom Brightness 3 4 4 3 2 3

Fragrance 3 4 3 3 2 2

Showroom Temperature 2 5 4 3 3 1

Appearance of Showroom 2 4 4 2 2 2

Taste Experience 1 3 1 2 1 2

Total 11 20 16 13 10 10

5 Senses 2.20 4.00 3.20 2.60 2.00 2.00

0

12

3

4

5

Appearance of

Sales

Product

Knowledge

Communication

Behavior of

Sales

No. of Male

Staff

No. of Female

Staff

Uniform with

name badgeYamaha

Honda

Suzuki

Mahindra

Hero

TVS

0

1

2

3

4

5Yamaha

Honda

Suzuki

Mahindra

Hero

TVS

Showroom Brightness

Fragrance

Showroom

Temperature

Appearance of

Showroom

Taste Experience


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RATING OF YAMAHA AND ITS COMPETITORS


Facilities 2.86 4.43 4.14 2.86 1.86 2.00

Other Facilities 2.71 3.86 3.14 2.57 2.14 2.14

Operations 3.33 2.67 3.17 2.67 1 3.33

Manpower 3.57 3.71 2.71 3.14 1.00 2.57

5 Senses 2.2 4 3.1 2.6 2 2

Total 14.67 18.67 16.26 13.84 8.00 12.04

Ranking 2.93 3.73 3.25 2.77 1.60 2.41

0.00

2.00

4.00

6.00Yamaha

Honda

Suzuki

Mahindra

Hero

TVS

Ranking

Ranking

FOMS RANKING

1- HONDA2- SUZUKI3- YAMAHA4- MAHINDRA5- TVS6- HERO


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Action plan for improvement after the FOMS rating

F- FACITILIES

Parameter Rating Remark Action Plan for Improvement

Neat and Clean

Showroom 3

till 11.00 am

cleaning was in

progress

Cleaning should be finished till

10:15am max (Checklist)

Display of

Vehicles 2 No 360 degree view

At scooter area, a display of 360

view should be there

Scooter Corner 3

available but no

accessories

accessories create confusions in the

minds of customers

Scooter Display 3

Scooter is not

reflecting in the

miror

Mirror should be just beside the

Scooters

One Display

with FullAccessories 1

add-ons/ accessories

were not told by theconsultant Consultants should be advised

Availability of

Feature Guide 4 Feature Guides are available

Availability of

Power Guide 4 Power Guide are available


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OTHER FACILITES


Clearly Visible of

Sign Board 4 Clear Yamaha Sign Board was clearly visible

Showroom

Frontage 3

need to worked

upon

Proper alignment of the vehicles should be

done

Parking Area 3 lack of space mark the parking area (parking board)

Test Ride Route

Map 1 not available

route map should be marked with yellow

color

Showroom Size 3 satisfactory

space is adequate but interior need to be

managed

Display of Vehicle

with Standee andProduct Brochures 2 not in display

standee and brochures should be near theproduct (vehicle)

Customer Lounge (

Sales Area) 3 it was spacious

Its big enough to deal with 5-6 customers at

a time


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O- OPERATIONS


Welcome 2 No welcome culture

we need to inculcate this culture by giving

training to the sales consultant

Product Demo 3

No FSRO strategy is

followed

It is not feasible to follow the FSRO but we

asked the consultants to follow FAB.

Offered Test

Drive 3

No consultant

accompanied

Consultants were strictly asked to sit behind

the customer during the time of test drive.

Follow Up 4 regular follow up Follow Ups were done on a regular basis

Customer

Understanding 3 need to worked upon

Consultants were told to listen to the

customer properly to understand them.

Clarify Doubts 5 clarified properly Doubts were clarified properly


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M- MANPOWER


Appearance of

Sales

Consultant 3

wearing clean clothes

but no uniformity

YAMAHA t-shirts should be provided by

the dealer to maintain the uniformity.

Product

Knowledge 4

sound product

knowledge

Sale Consultants need to upgrade their

Product knowledge

Communication3

need to be worked

upon

Consultants should be confident enough to

be a good presenter.

Behavior of

Sales

Consultant 4

need to be worked

upon

Consultants should take initiative to come

forward to attend a customer.

No of Male

Staff 5 Good no of male staff

No of Female

Staff 5

Good no of female

staff

Uniform with

name badge 1

No uniform and no

badge

Uniform should be given and there name

badges should be there.


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S- 5 SENSES


Showroom

Brightness 3

need to be worked

upon

More lights should be there above the

vehicle to increase the focus.

Fragrance 3

need to be worked

upon Room Fresheners should be sprayed all time

Showroom

Temperature 2 AC was not working

AC should be On after the cleaning of the

Showroom

Appearance of

Showroom 2 Congested Showroom Needs to be well managed

Taste

Experience 1

no water was asked

(discrimination among

customers)

As soon as the customers come the water

boy should be ready to provide them with

water


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ENQUIRY ANALYSIS

NotInterested

38%

Delivery

Done

18%Not

Reachable

8%

PurchasedOther

Product

5%

Dropped

Idea

6%

No Follow

Up

14%

Hesitant

1%

Purchased

From OtherYamaha

Dealer

1% Coming

Soon

7%

Wrong

Number2%


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INFORMATION SOURCES

Showroom

43%

Family/

Friends

38%

Activities

3%

Tag/

Insertions1%

Others15%


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LEAKAGE ANALYSIS

Leakage analysis was conducted to find out reasons behind decline in sales of

Yamaha Ray scooter.

Under Leakage Analysis three questions were needed to be answered.

Which other models customers purchased other than RAY ?

Why customers purchased other models ?

Why customers didnt purchased RAY ?

Leakage analysis was conducted using secondary data available at dealership. For

analysis I took data from 1 JAN 2013 to MAY 2013. Total sample size was 160

among these 35 customers purchased the scooter. I called up all enquirers and

questions were asked regarding scooters like

Which scooter they are using now ?

If YES

Why they purchased this particular model ?

Why didnt theybuy Yamaha Ray ?


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Which other models customers purchased other than RAY ?

Sample size of this data is 40. In the pie distribution we can see HONDA

ACTIVA is dominating market with 61% share while every other

competitor is at 5%.


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Why customers purchased other models?

In previous result active was showing 61% market dominance which

constitutes 25 customers out of 40.

Sample size for above pie is 25. Here we can see the reasons why

customers purchase Honda Activa.

48% people purchased it under family influence.

12% purchased it because of looks.

Brand and loading capacity of active are also important deciding factors.


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Why customers didnt purchased RAY ?

Sample size for this result is 60.

Not all respondents gave results so sample size is 60.

42% of sample considers Yamaha Ray to be over-pricy.

20% ended up buying other product because of low storage.

13% population dropped the plan because of fiber body.

We even found out that 17% of customers were not followed up as a result

they ended up buying competition product, if calls would have been made

there was chance that they could have choose Yamaha Ray.


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PROMOTIONAL ACTIVITES

# ACTIVITY 1

We with our sales executives team went for an evening activity outside the park in Model

Town-II near Mc Donald's.

Team of 5 Executives accompanied us during the activity.(1 person from Finance Dept. ,

2 for test drive, 2 from Marketing)

There we distributed pamphlets and offered test drives for the customers who came for an

enquiry.

During the activity we came across various hurdles for which we had to negotiate to

make this activity successful .

ACTIVITY 2: ONLINE PROMOTION

OLXis an internet company based in New York City and Buenos Aires, Argentina. The

OLX website hosts free user-generated classified advertisements for urban communities

around the world and provides discussion forums sorted by various topics.


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We created this page to advertise RAY Scooter by giving all the necessary details and

features related to the scooter along with the pictures.


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ACTIVITY 3: FACEBOOK PROMOTION


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ACTIVITY 3: INDOOR ACTIVITY


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ACTIVITY 4

We with our sales executives team went for an evening activity(road show/rally) outside the

park in Derawala (infront of Bikaner).

We conducted various games inside the park to get emotionally connected to the target group.

(Games such as Cricket & Football)

Team of 4 Executives along with 1 worker accompanied us during the activity.(2 person from

Finance Dept. , 1 for test drive, 3 from Marketing)


enquiry.

During the activity we came across various hurdles for which we had to negotiate to make this

activity successful .


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ACTIVITY 5

We with our sales executives team went for an evening activity(Pasted Posters) in Vijaynagar

(near the mother dairy) and Derawala.

We Pasted Posters and distributed pamphlets at different shops we also provided the customers

with some goodies.


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ACTIVITY 6


park in Old Gupta Colony.

Team of 4 Executives along with 1 worker accompanied us during the activity.(1 for test drive, 3

from Marketing)


enquiry, we also provided the customers with some goodies for taking the test drives. During the activity we came across some hurdles for which we had to negotiate and made this

activity a successful one.


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ACTIVITY 7


park in Model Town (near Mc Donald).


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from Marketing)


enquiry, we also provided the customers with some goodies for taking the test drives.

During the activity we came across some hurdles for which we had to negotiate and made this



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ACTIVITY 8


park in Derawala (infront of Bikaner).


from Marketing)


enquiry.


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ACTIVITY 9

We with our sales executives team went for an evening activity(road show/rally) in Vijaynagar

(near the mother dairy).


from Marketing)


enquiry, we also provided the customers with some goodies for taking the test drives.




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ACTIVITY 9

We with our sales executives team went for an evening activity(Pasted Posters) in Vijaynagar

(near the mother dairy) and Derawala.

There we Pasted Posters and distributed pamphlets at different shops we also provided the

customers with some goodies.


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ACTIVITY 10

We with other interns and internship site supervisor went for CSI survey at Rajouri Garden

There we approach different customers for filling the survey about the motor cycle industry, we

also provided the customers with some goodies for taking out some time of their busy schedule

to fill the CSI form.




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ACTIVITY 11

We with other interns and internship site supervisor went for CSI survey at RTO, District Centre,

Janakpuri.







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ACTIVITY 12

We with other interns and internship site supervisor went for CSI survey at TGIP, Noida.







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BEST SALES TALK

RAY IS FIBRE

RAY has ABS body.

Even Activa is coming in fibre

Firstly to reduce weight

Reduce weigh results in increase in mileage

Bumps in body comes back to original position

Why ray is pricy?

Japanese technology such as telescopic suspension and hi-tech engine

Yamaha has always been in high speed motorbikes. First time they enter in

indian scooter market. For that lots of research was done regarding

Double fenders

Easy leg reach for female riders.

Tandem foot rest

Powerful engine

ABS body


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Doubts Regarding Loading Capacity

Firstly long seat that can accompany three people.

It has longer seat than activa.

We show it by comparing it with riding capacity of bike.

Power Of Scooter

We compare it with other available models like activa(109 cc), Ray is (113

CC).

We tell them about smooth pickup coz CVT, TPS and we compare it with

Activa by telling customer about high acceleration during start-up and

when u let go accelerator there is sudden fall in acceleration this problem

has been rectified in RAY.

internship report of yamaha

Documents