my bbm project
TRANSCRIPT
Marketing Strategies & Consumer Satisfaction of
MARKET
MEANING:
The term market has its origin the Latin noun “Marcatus”
meaning a place where business is conducted.
According to the layman a market means a convenient meeting
place for buyers and sellers to gather together in order to conduct
buying and selling activities, but a market does not literally have to be a
place of exchange, but in broader sense it means an atmosphere or a
region or a supra system in which the forces of demand and supply
operate directly and indirectly to bring about transfer in the titles of
goods and services. Or in other words market is an arrangement that
provides opportunity of exchanging goods and services for money or
money’s worth.
DEFINITIONS OF MARKET
According to Prof. H.E. Mitchell “it must be thought of not as a
geographical meeting place but as any getting together of buyers and
sellers in person, by mail, telephone, and telegraph or any other means
of communication.
According to Prof. Philip Kotler “an area or atmosphere for
potential exchange”.
RPA FIRST GRADE COLLEGE 1
Marketing Strategies & Consumer Satisfaction of
Therefore from the above two definitions it is clear that market is the
whole of any region where the buyers and sellers are in such free
intercourse with one and another that a single price prevails for a
certain commodity at a certain point of time.
Marketing Communication
Body of Sellers Market Body of Buyers
Feed back information
RPA FIRST GRADE COLLEGE 2
Marketing Strategies & Consumer Satisfaction of
MARKETING:
Marketing is the set of those activities necessary and incidental to bring
about exchange relationships. It encompasses the entire economic process by
means of which goods and services are exchanged and their values are
determined in monetary units. It is that phase of business activity through
which human wants are satisfied by exchange of goods and services.
DEFINITION:
Prof. William Stanton in his book “Fundamentals of Marketing” defines
Marketing as the total systems of interacting business activities designed to
plan, price, promote and distribute want satisfying products and services to
present and potential customers.
According to American Marketing Association “It is the performance
of business activity that directs the flow of goods and services from the
producer to the consumer.
CONCLUSION: Thus marketing is the process of exchange involving
two distinct aspects namely
1. Mental Aspects
2. Physical Aspects
RPA FIRST GRADE COLLEGE 3
Marketing Strategies & Consumer Satisfaction of
THE COMPONENTS OF MARKETING CONSUMER
ORIENTED MARKETING.
Marketing is the managerial function responsible for identifying
anticipating and satisfying customer requirements profitably. It is multi-
disciplinary subject having far reaching impact with its deep-rooted tentacles.
The best way to gauge its scope is to know the components of it. The
components of marketing are four, namely, the offer, the market, the system
and the forces. Following is the brief elucidation of these points.
1. The offer: An offer is the outcome of marketing activities of the firm
offer is the proposal, which may or may not be accepted by the buyer as
offer is from seller. It is an offer that people and institutional buyers
make. It is worth pinpointing here that a purchaser does not accept a
product; what he really accepts is an offer that includes every facet that
is likely to encourage or discourage his purchase. Thus, offer includes
product or service and allied conditions of offer. Precisely, it includes
‘what’ ‘when’ ‘who’ and ‘why’ and through ‘whom’ of the purchase
2. The market: As noted earlier, market is the aggregate of forces or
conditions within which buyers and sellers make decisions that result in
the transfer of goods and services. In other words, it is the aggregate
demand of the potential buyers for a commodity or service. It is people
with money and inclination to buy. It is a place where the exchange
process occurs. Though market can be thought in aggregate, it can be a
RPA FIRST GRADE COLLEGE 4
Marketing Strategies & Consumer Satisfaction of
Segment of the total market. Thus, a manufacturer for small car cannot
think of capturing the aggregate market but a part of it as he is not alone in
the market. That is why; market is equal to the group of buyers and sellers
within a geographical area for a product or close substitute at a particular
stage in the trade channel.
3. The System: Marketing is concerned with the flow of goods and
services from the points of production to the points of consumptions.
There is a systematic arrangement of these functions of marketing to
move the goods and services to the needy persons. This system or
arrangement for physical movement of products of the house must be
selected or developed. Good many alternatives are open to the
manufacturers; the options available are such that they can be combined
to the individual needs of the manufacturers. Selection of a channel or
the combination of channels is dependent upon the nature of the
product, the nature of the market segment to be approach and the nature
and the among of me efforts needed for effective marketing. Thus,
each firm producing goods will have to adopt some marketing
philosophy. Such a system is essential to the creation of time, place
and possession utilities.
4. The Forces: The final component of marketing is to do with
environment in which marketing takes place. It is taken as the final
component because; environmental forces influence the nature and
character of the ‘offer’, ‘market’ and the ‘system’. Environmental
RPA FIRST GRADE COLLEGE 5
Marketing Strategies & Consumer Satisfaction of
Forces contribute to every fact of change and adjustment in a marketing
network. The influences are profound and need to be perceived with all
the sagacity to understand the opportunities and counteract the associated
challenges and threats.
The Ten Rules of Radical Marketing
In their book Radical Marketing, Sam Hill and Glenn Rifkin layout a
set of prescriptive guidelines that can be help other companies emulate the
radical marketers.
1. The CEO must own the marketing function. CEOs of radical
marketers never delegate marketing responsibility; they typically
act like de facto chief marketing officers.
2. Make sure the marketing department starts small and flat and
stays small and flat. In order to stay involved with marketing,
CEOs must not allow layers of management to grow so numerous
that they distance them from the market.
3. Get face-to-face with the people who matter most- the customers.
For radical marketers, ‘face-to-face’ is a mantra”. They know
the advantages of direct interaction with customers.
4. Use market research cautiously. Market research typically tells a
marketer what the average customer wants. Radical marketers
prefer grassroots techniques.
5. Hire only passionate missionaries. Radical marketers “don’t
have marketers, they have missionaries”.
RPA FIRST GRADE COLLEGE 6
Marketing Strategies & Consumer Satisfaction of
6. Love and respect your customers. Radical marketers respect
customers as individuals, not as numbers on a spreadsheet, they
recognize that the core customers are responsible for the bulk of
their company’s successes.
7. Create a community of consumers. Radical marketers
“encourage their customers to think of themselves as 3
communities and of the brand as a unifier of that community”.
8. Rethink the marketing mix. Radical marketer’s marketing
techniques often differ dramatically from those used by
traditional marketers. For example, traditional marketers seek to
reach broad audiences via large-scale advertising, while radical
marketers use “surgical strike advertising” characterized by short,
targeted ad campaigns.
9. Celebrate common sense. Smaller companies with limited
resources cannot hope to compete with larger competitors
without fresh and different marketing ideas. So radical
marketers, for example, limit distribution in order to create
loyalty and commitment among their distributors and among
their customers.
10. Be true to the brand. Radical marketers “are obsessive about
brand integrity, and they are fixated on quality
RPA FIRST GRADE COLLEGE 7
Marketing Strategies & Consumer Satisfaction of
MARKETING STRATEGY
A ‘strategy’ is what you are going to do; a marketing strategy is the link
between a product and the market; it provides the much-desired direction for
allocating the marketing effort. It is translated into an action plan through the
tools of marketing management. These tools together are called as ‘marketing
mix’. Individually, they are Product-Price-Promotion and Place.
The credit of introducing this concept of ‘marketing mix’ goes to
Professor N.H.Borden of Harvard Business School of America. In these
words it refers to two things; (a) a list of important elements or ingredients
that make up this marketing programme and (b) the list of forces having
bearing on the marketing operation.
According to Professors Keeley and Lazor, “marketing mix is
composed of a large battery of devices which might be employed to induce
consumers to buy a particular product.
In other words, marketing mix is the blend or the compound of all the
marketing efforts houring round the four ingredients namely product, price,
promotion, and place. These ingredients are interrelated and all revolve
round, potential consumer satisfaction as the focal point. It is the complex of
mixes relating to inputs and resources utilized in marketing programme to
attain the business objectives such as profit-return on capital employed-sales
volume-market share and so on. Marketing mix for a particular product or
services is created by blending controllable marketing factors into an
integrated programme for a particular period of time in order to secure the
RPA FIRST GRADE COLLEGE 8
Marketing Strategies & Consumer Satisfaction of
goals preset through consumer satisfaction. In essence, marketing mix is the
set of controllable variables that the firm can use to influence the buyer’s
response.
The Elements of Marketing Mix
The mix is made up of four elements namely product, price, promotion
and place.
The Product mix up of variables like-product-line and product
range, the product design, the product package, the product quality, the
product labeling, the product branding and after-sales service and guarantees.
The Price mix is made up of pricing policies and strategies, the
terms of credit, the terms of delivery, margins and the resale price
maintenance.
The Promotion mix is made up of variables like personal selling,
advertising, sales-promotion, trade fairs and exhibitions and public relations.
The Place mix is made up a variable like transportation, warehousing
inventory levels, and the channels of distribution.
RPA FIRST GRADE COLLEGE 9
Marketing Strategies & Consumer Satisfaction of
Importance of Marketing:
The important of marketing in the modern world can be studied under two
distinct heads, viz:
1. Benefits of marketing
2. Cost of marketing
Benefits of marketing to both society and to individuals’
business firm.
Importance of marketing to the society
i. Marketing helps to achieve, maintain and raise the standard
of living of the society. Better marketing gives room for
mass production cost will low and hence price of the article will be
low. Since price is low people, this will result in a higher standard of
living.
ii. Marketing increases employment opportunities.
iii. Marketing helps to increase National Income. The
national income is compassed of goods and service which money can
buy it purchasing power increase.
iv. Marketing helps to maintain economic stability and
economic development.
v. Marketing importance is for any help and economic
development. Marketing is a connecting link between the consumer
and producer.
RPA FIRST GRADE COLLEGE 10
Marketing Strategies & Consumer Satisfaction of
vi. Marketing process brings new items to retail shops from
where the consumer can have them.
vii. Marketing removes the imbalances of supply by
transferring the surplus to deficit, areas, through better transport
facilities.
viii. Marketing helps in creation of utilities
Importance of marketing to individual business firm:
Marketing generates revenue to firms: profit is the core on which the
whole super structure of business in builds. Marketing alone generates
revenue or income to an enterprise; functions of marketing develop and
widen the markets. When markets are widened sales increases and thus
profit to the firm increases.
Marketing acts as a basic for marketing decisions.
Marketing helps the top management to manage innovations and
changes.
COST OF MARKETING:
Marketing is blamed because of its high cost. Now a day it has
attracted the attention of different sections of the society like government,
producer and education institutions. Marketing cost is stated to be high. But
it is almost impossible to estimate accurately the over all cost of marketing
functions and service. How ever many marketing experts have tried to
calculate the marketing cost and have food that marketing cost account for
about 50% of the price paid by consumers. The study of “Marketing of
RPA FIRST GRADE COLLEGE 11
Marketing Strategies & Consumer Satisfaction of
Wheat, rice and cotton in India. Indicated that 50% to 60% of the total cost
accounted for the marketing cost.
Approaches to the study of marketing
Four basic approach are commodity used to describe the marketing
system:
Commodity Approach.
Functional Approach.
Institutional Approach.
Systems Approach.
Commodity Approach:
Under the commodity approach, use study the flow of a certain
commodity and its journey form the original producer right up to the final
customer. In such a study one locates the center of production, people
engaged in buying and selling of the product. Mode of transportation
problems of selling and advertising the product problems of financing it.
Problems arising out of its storage and so on, through such an approach. We
can find out the difference in marketing products services and problems. Thus
we can have a fuller picture of the field of marketing. Marketing of
agricultural products such as cotton. Wheat, jute represents the commodity
approach.
RPA FIRST GRADE COLLEGE 12
Marketing Strategies & Consumer Satisfaction of
Functional Approach:
Under the functional approach, we concentrate our attention on the
specialize service or functions or activities per formed by marketers. The
study of marketing functions (buying selling) represents the functional
approach to the marketing system.
Institutional Approach:
Under the institutional approach, our main interest centers round the
marketing institutions or agencies such as wholesales, retailer, and banks etc.
Who participate in discharging their marketing responsibilities during the
movement of distribution of goods, we try to find out how these various
business institutions and agencies work together to form a total marketing
system.
The System Approach:
A system is a set of interacting or interdependent components or groups
co-ordinates to form a unities whole and organized marketing activities to
accomplish a set of objectives. In the model of system approach we have.
RPA FIRST GRADE COLLEGE 13
Marketing Strategies & Consumer Satisfaction of
Objectives.
Input.
Processor.
Outputs.
Feed back.
The objectives direc5t the process, control monitors the process, control
monitors the process, information feedback gives information from internal
and external sources and it is the basic for future change in the system. An
open system has its own environment giving the inputs and accepting the
output. Inputs are processed, producing outputs to meet the objectives; the
twin objectives of marketing system are customer satisfaction and
profitability.
RPA FIRST GRADE COLLEGE 14
Marketing Strategies & Consumer Satisfaction of
MARKETING FUNCTIONS
It is a part of marketing process, the following chart describing the
classification of marketing functions.
Classification of marketing functions
A B C
Ownership Facilitating Distribution Involving Physical
Transfer in (A+B)
1. Concentration Buying/ 1. Transport. 1. Standardization & grading.
Assembling. 2. Storage. 2. Branding.
2. Distribution/selling 3. Packing.
4. Salesmanship.
5. Advertising.
6. Sales promotion.
7. Insurance (Risk).
8.Marketing intelligence.
RPA FIRST GRADE COLLEGE 15
Marketing Strategies & Consumer Satisfaction of
Marketing functions are the activities of buying. Selling,
transportation, storage, standardization and grading, financing.
Risk bearing and circulating market information. Such a list of
marketing functions is more suitable to physical products.
Marketing functions are usually depend on type of
product/service, for example if we look at expanding the concept
of product which includes services also, marketing functions may
be listed as follows;
1. Contractual : The searching of buyers and sellers
2. Merchandising : Marching the product to customer needs
and desire [market requirement]
3. Pricing : Determining the optimum price
4. Promotion : Persuading the buyers to favor the firm and
Its products.
5. Physical : The transport, ware housing [storage],
distribution inventory control.
Marketing functions are performed by the manufactures
and all middlemen in the machinery of distribution.
RPA FIRST GRADE COLLEGE 16
Marketing Strategies & Consumer Satisfaction of
A. Selling
Selling is one of function of the equation of exchange. Selling
creates demand for a product. Selling functions involves:
Product planning and development
Locating or finding out potential buyer
Negotiation process of terms such as price,
quantity, quality, etc for settlement.
Sales contract leading to retransfer of title of ownership
and possession of goods.
B. Buying
Purchasing Search of Selection of Assembling
Planning sellers seller goods of goods in
Right quantity
& Quality
Enter into a Negotiation At a right
Purchase of terms of place, time,
Contract purchase price
RPA FIRST GRADE COLLEGE 17
Marketing Strategies & Consumer Satisfaction of
Buying is the second function of the equation of exchange. It
requires planning of purchases, intelligent starch for probable sellers,
selection of goods to be sold assembling of goods in right quantity and
quality, at right place at right time at right price. In a formal exchange,
buyer has to negotiate terms of purchase and enter into a contract of
purchase.
C. Standardization and grading:
Standardization means seeing standards for quality. Grading
means separating or inspecting products- according to established
standards. Each grade has uniformity in all tributes. Grading enhance-
marketing efficiency.
For example in agricultural marketing. Standardization makes sales by
the description possible assumes quantity. It promotes uniformity of
products.
D. Financing:
Finance is the life-blood of commerce. We have monetary
exchange. Value of goods is expressed in money and it is denoted by
price to be paid by a buyer to a seller, credit is necessary in marketing.
It plays an important role in retail trade-particularly in the sale of costly
consumer goods.
RPA FIRST GRADE COLLEGE 18
Marketing Strategies & Consumer Satisfaction of
E. Marketing Information:
All marketing decision is no better than the facts and figures
upon which they are based. Information low is a vital resource in
business. Information has to be collected, processed and interpreted. In
today’s business activities decisions are based on facts and figure [i.e.,
information]
RPA FIRST GRADE COLLEGE 19
Marketing Strategies & Consumer Satisfaction of
RESEARCH DESIGN
Among various strategies followed by companies, marketing strategy plays a
vital role in providing the product according to the customer’s expectations.
Our study is with reference to marketing strategy of Hero Honda with respect
to Prakash Motors & its effectiveness through customer satisfaction.
Title of the Study:-
MARKETING STRATEGY & CUSTOMER SATISFACTION towards
Hero Honda Bikes with reference to Prakash Motors.
STATEMENT OF PROBLEM
Customer satisfaction is one of the important aspects to be considered in
making decisions of Marketing Mix. Customer satisfaction is the basis or
foundation for building better marketing strategy. This study is made to find
out why customers prefer Hero Honda Bikes whether it is style, comfort,
mileage, color, service, speed & pickup & other attributes & analyze their
satisfaction level towards these product attributes.
The Objective of the Study
The main objective of the study is are as follows
1). To analyze the effectiveness of Marketing Strategy adopted by Hero
Honda Company.
RPA FIRST GRADE COLLEGE 20
Marketing Strategies & Consumer Satisfaction of
2). To understand customer level satisfaction with regard to Hero Honda
Bikes in Bangalore City.
3). To analyze expectations of customers with regard to various attributes
of bikes.
4). To measure till what Hero Honda Bikes are meeting the expectations of
customers.
5). To know how hero Honda Company has acquired the market & created
good image in the minds of customers.
Scope of the Study
Hero Honda Company is satisfying customer’s demand.
To study those aspects which improve the company’s dealer service as
both in sales process & after sales service.
To know the customer expectations restricted within Bangalore.
The study is limited only towards the attributes like price, style,
mileage, speed & pickup, after sales service.
METHODOLOGY
Data for the study was collected by personal interview of the Hero
Honda (NARENDRA.N) (SALES MANAGER) with respect to marketing
strategy adopted questionnaire was also supportive in collecting information
from customers & prospective customers of Hero Honda Bikes.
RPA FIRST GRADE COLLEGE 21
Marketing Strategies & Consumer Satisfaction of
The response collected with analyzed, tabulated & formatted using simple
statistical & mathematical methods, tools & techniques.
Tabulation & Graphical Representation are used for interpretations.
Limitations of Study
1). The study was computed only limited number of respondents.
2). The study is limited only to Bangaloreans.
3). The study is only with regard to the opinion of Hero Honda Company.
4). The study does not cover customer satisfaction of competitor’s bike.
5). Finding of the study are based on the assumption that the respondents
gave the correct information.
6). This study is conducted in a short duration of one month.
RPA FIRST GRADE COLLEGE 22
Marketing Strategies & Consumer Satisfaction of
Overview of the Chapters
I Chapter One
INTRODUCTION
This chapter contains various definition, meaning, theories, aspects in
depth, knowledge of marketing & its various sub divisions. It also
clearly defines
The various marketing strategies adopted by various companies in order
to
Remain at the top position of their respective industry.
II Chapter Two
HERO HONDA COMPANY PROFILE
This chapter contains details of the Hero Honda Company from the
time it was launched up to the present scenario where it is regarded as
the No. 1 Company
in the automobile industry. It also contains as to how the company has
grown from a small unit to a large scale organization.
RPA FIRST GRADE COLLEGE 23
Marketing Strategies & Consumer Satisfaction of
III Chapter Three
RESEARCH DESIGN
This chapter contains the reason for selecting as the topic for my project
the method of collecting the data, sample size for conducting market
research with
the employees , how was the data been collected; the people from
whom the data was collected.
IV Chapter Four
ANALYSIS & INTERPRETATION
In this chapter a diagrammatic representation of data been collected & has
been represented in the form of graphs. The interpretation shows the
explanation of the graph and the table.
V Chapter Five
SUMMARY AND FINDINGS
It contains few valuable SUMMARY AND FINDINGS
Based on the project.
RPA FIRST GRADE COLLEGE 24
Marketing Strategies & Consumer Satisfaction of
VI Chapter Six
SUGGESTIONS AND CONCLUSIONS
It contains a brief explanations of the project & s few points of the
company & their prospects.
VI Chapter Seven
BIBLIOGRAPHY
It contains the names of the various books been referred to & also the
names of the various websites for collecting various data.
ANNEXURE
It contains the various questions been asked to the employees of the Hero
Honda
Company. The questions have different options to which the employees can
Choose their option.
RPA FIRST GRADE COLLEGE 25
Marketing Strategies & Consumer Satisfaction of
CONCEPTUAL DEFINITIONS
Fundamentals of Marketing
It refers to the basic & most fundamental aspects of Marketing i.e., promotion, sales & advertisement & after sales service
ADVERTISING:-
Any paid from of non-personal presentation & promotion of ideas, goods or
services by an identified sponsor.
Defining Advertising Goals for Measured Advertising Results
Product Line:-
It is a group of products that are in some way related by being alternating to
fulfilling the sane customer’s need, be being marketed to the same target
markets through the same distribution network or be being in common price
category.
Consumer Behavior:-
All psychological, social & physical behavior of all potential consumers as
they become aware to evaluate, purchase, consume & tell others about the
particular product & service. Sales Forecast:-
An estimate of sales during some specific future, period of time & under a
pre-determined marketing plan in the firm.
RPA FIRST GRADE COLLEGE 26
Marketing Strategies & Consumer Satisfaction of
COMPANY PROFILE
The Legend Of Hero Honda
What started out as a Joint Venture between Hero Group, the world’s largest
bicycle manufacturers and the Honda Motor Company of Japan, has today
become the World’s single largest two-wheeler Company. Coming into
existence on January 19, 1984, Hero Honda Motors Limited gave India
nothing less than a revolution on two-wheels made even more famous by the
‘Fill it – Shit 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.
This is proved by the company’s sales over the years:
1985-86 ---- 43,000 units
1989-90 ---- 96,200 units
1998-99 ---- 5, 30,600 units
1999-00 ---- 7, 61,210 units
2000-01 ---- 10, 29,555 units
2001-02 ---- 14, 25,195 units
2002-03 ---- 16, 77,537 units
2003-04 ---- 20, 70,147 units
2004-05 ---- 26, 21,400 units
RPA FIRST GRADE COLLEGE 27
Marketing Strategies & Consumer Satisfaction of
2005-06 ---- 14, 00,000 units
2006-07 ---- 16, 50,000 units
2007-08 ---- 18, 50,000 units (as per Jan 2008)
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.
In the words of Mr. Brijmohan Lall Munjal, the Chairman and
Managing Director, “We will continue to make every effort required for the
development of the motorcycle industry, through new product development,
technological innovation, investment in equipment and facilities and through
efficient management.”
Business Description
Hero Honda Motors Limited. The Company’s principal activity is to
Manufacture and market motorcycles and spare parts. The Company is a joint
venture between Hero Group, India and Honda Motors Company of Japan.
The motorcycle features include four stroke technology, phenomenal fuel
economy and low exhaust pollution levels. The major brands of the Company
include Splendor, CBZ and Passion. The Company has two manufacturing
facilities located at Dharuhera and Gurgaon in Haryana.
Hero Honda Motors Limited
RPA FIRST GRADE COLLEGE 28
Marketing Strategies & Consumer Satisfaction of
Ticker : 500182
Exchanges : BOM
2007 Sales : 74,217,000,000
Major Industry : AUTOMOTIVE
Sub Industry : DIVERSIFIED AUTOMOTIVE MFRS.
Country : INDIA
Employees : 5600
Hero Honda Motors Ltd
The heroes called Hero Honda
AJIT DIKSHITH (CIO, HHML) (present)
In a mere three months Hero Honda Motors Limited IT team along with SAP
technicians implemented an entire Supplier Relationship Management (SRM)
system for a better-connected and transparent business process. S R
Balasubramaniam told Deepali Gupta about the pains and gains through the
implementation.
The Intelligent Edge
Project: Supplier Relationship Management (SRM) using my SAP’s SUS
(Supplier Self Service) sub-module.RPA FIRST GRADE COLLEGE 29
Marketing Strategies & Consumer Satisfaction of
Date Started : February, 2004
Date Completed : May, 2007
Project Cost : Rs 100 Lakh
Project Objective:
To establish a system that is transparent, efficient and responsive to markets
when managing supplier functions.
Benefits Accrued:
Automatic delivery schedules, Advanced Shipping Notification, automatic
updating of Global Recycling Network, better forecast purchasing behavior
and shorten procurement cycles.
Innovation:
Implementation of My SAP SRM version 3.0 in a mere 3 months
Hero Honda Motors Limited (HHML) was among the first in India to setup
the My SAP SRM version 3.0. It became the ramp-up site for SAP and was
recognized for the speed and quality of the implementation.
The implementation started with a business need to become transparent,
efficient and responsive to markets when managing supplier functions and
ended up with a Computer Associates Intelligent Enterprise Award in the
manufacturing vertical category.
RPA FIRST GRADE COLLEGE 30
Marketing Strategies & Consumer Satisfaction of
Techies at Work
Considering that the automotive sector depends on suppliers providing raw
material S R Balasubramaniam, CIO, HHML and his team isolated an SRM
solution to coordinate business processes with key suppliers, make them more
effective. And therefore optimized their procurement strategy, to work more
effectively with the vendor pool, and thus to gain long-term benefits from all
vendor relationships.
At the outset
The planning and identification of the appropriate application itself took]
three months. Queries went back and forth between the company’s research
partners, Gartner. Finally decided to deploy Logis i2 and My SAP SRM.
Given that HHML had just adopted SAP R/3 and migrated their data to SAP it
decided not to enter in contract with a new vendor. Balasubramaniam thus
adopted My SAP SRM.
Pioneers
The company became the one of the first companies in India to implement the
My SAP SRM version 3.0. The implementation took merely three months
RPA FIRST GRADE COLLEGE 31
Marketing Strategies & Consumer Satisfaction of
despite the changes in the framework that were required for the exchange
infrastructure.
There was an equal give and take with vendor, as HHML consented to be a
ramp-up site for the software. This meant that the company would be a test
site for the package, in return for better vendor support. It was a risk, but it
worked for Balasubramaniam, because a successful implementation means a
strategic advantage to establish an edge over the competitors.
“The people implementing it were not too sure because they were doing it for
the first time. In a few cases there were configuration problems between SRM
and R/3, but we got special attention. There were times when we posted a
query at night and got the solution by the next morning,” said
Balasubramaniam.
Nominees
Mahindra and Mahindra Ltd. for…
The use of My SAP SRM. Because:
RPA FIRST GRADE COLLEGE 32
Marketing Strategies & Consumer Satisfaction of
It is the first implementation of My SAP-SRM solution facilitating
Collaborative business with suppliers.
It changes purchasing documents at the buyer’s end so that if reflect in the
sales document on a real-time basis on the supplier portal.
It is a single and secure window of website for multi-location suppliers
supplying multiple M&M plants.
Pidilite Industries Ltd. for its data security framework. Because it:
Deploys such complex security technologies in-house with limited
Resources.
Uses indigenous two factor authentication using SMS systems developed in-
house. Has shown no incidence of security breaches as a pointer to its success.
What’s Innovative?
The new components from SAP use Web programming interface with Java,
J2EE, HTML, and XML. In addition, SAP uses the Net weaver technology to
incorporate the exchange infrastructure (XI) to talk seamlessly to the external
world.
The emerging technologies used by the company, during the course of
Project implementation, are mentioned below:
RPA FIRST GRADE COLLEGE 33
Marketing Strategies & Consumer Satisfaction of
Logical Partitioning
LPAR is a system architecture approach. It allows the division of a single
server into several completely independent ‘virtual’ servers or partitions. In
HHML’s setup LPAR reduces IT infrastructure cost and improves workload
capacity by means of:
Reduced systems management requirements.
Reduced use of floor space or rack space.
Reduced power consumption.
Reduced equipment service and maintenance costs.
Improved business operation flexibility by providing mixed testing and
production environments.
Tivoli Bare Metal Recovery:
The company’s IT team integrated Bare Metal Recovery technology into its
existing backup management system to back up all LPARs (virtual servers).
The team found it to be a simple and efficient way to back up and recover data
using an installation image known as mksysb added six servers (each virtual
partition as one server) during the course of the project. Weekly backups for
the system would have required 24 tapes. But the Implementation of the
Tivoli Bare Metal Recovery reduced the tape count to four and reduced the
media as well as management costs.
RPA FIRST GRADE COLLEGE 34
Marketing Strategies & Consumer Satisfaction of
SAN Boot:
All servers, which were used for this project, were configured to boot from a
SAN. Using this technology a boot device was configured on a more reliable
enterprise class storage that the traditional internal disks.
Victory Talk
“We had a very ambitious target of three months, and our fingers were
Crossed. Whenever we would reach a target I’d get an SMS, sometimes even
at 12 am. And we achieved the fastest implementation of My SAP SRM,
worldwide. This award really is a great recognition for my team. When I got it
I sent a message to my team members. I am really happy for my team.”
Action and Reaction
The My SAP SRM automatically pushes delivery schedules drawn up by SAP
R/3 into SRM. The supplier can then access it and plan shipment of his
supplies. Once the supplier dispatches goods, the Advanced Shipping
Notification (ASN) updates the database giving visibility to the in-transit
supplies. The ASN in turn triggers the in-entry and the Global Recycling
Network (GRN).
As soon as the goods are received, the vendor gets instant information of the
receipt and the quality parameters after inspection. The bill passing too has
been automated.
In addition to that, the SRM consists of tools to examine and forecast RPA FIRST GRADE COLLEGE 35
Marketing Strategies & Consumer Satisfaction of
Purchasing behavior, shorten procurement cycles and work with partners in
real time.
Money matters
HHML approximately spent Rs. 100 lakh on this project. However, as far as
measuring ROI is concerned, Balasubramaniam stated, “We have not
quantified the advantages, neither do we want to quantify them. It’s got our
clients closer to us. We see the business value and the value of IT in the
organization as a whole.”
So, proof that the SRM has impacted 30 employees, 20 customers and 60
members in the value supply chain is sufficient.
Hurdles at Hand
Change isn’t easy even if it the only permanent thing. And this is a challenge
Balasubramaniam had to handle.
“Despite the advantages that IT has introduced, the business personnel still
ask why we area making changes in the business process” said
Balasubramaniam. He has to reason with them, explain the requirement and
benefits of implementation for people to accept new technology and
corresponding change in business processes.
RPA FIRST GRADE COLLEGE 36
Marketing Strategies & Consumer Satisfaction of
For that, among other initiatives is an awareness drive. “Not only for the
purchase department, we called in our suppliers to give them training. We
Covered 13 suppliers already and by the end of the year our target is to
Acquaint all our 25 suppliers with the system,” said Balasubramaniam.
Future Roadmap
Balasubramaniam plans to expand application coverage. Transactions like
Warranty returns and financial transactions like debit/credit notes will be
Performed in future using links to payment gateway for remittances.
HHML will then need to formalize just in time deliveries arrangements with
very little manual intervention. Eliminating the process of quality check seems
like a good option. The company also intends to establish a link for online
collaboration in production by allowing their and vendors’ servers to interact
directly.
It’s raining at Hero Honda!
Sales 2 lakh + again
A phenomenal 44% growth in sales
Splendor + brand set to exceed the 5 million sales milestone
August 2, 2004, Mumbai :
Hero Honda Motors Ltd., the ‘World No.1’ two wheeler company for three
Years in a row, has come to epitomize consistent performance. The company
RPA FIRST GRADE COLLEGE 37
Marketing Strategies & Consumer Satisfaction of
has, month by month, managed to stand up against all odds, be it increasing
raw material costs, poor monsoons or competitors’ launches.
During the month of July 2004, the company sold a total of 2,05,654 bikes,
crossing the 2 lakh mark for a record sixth time in the last ten months. This
exemplifies the emphasis laid by the company on product quality and
customer service, which has helped in improving performance over and over
again. During the month, the company registered a phenomenal sales growth
of 44 per cent over the corresponding period last year, July 2003 (1,43,141
units).
For the period April – July 2004, the cumulative sale of the company stood at
8, 14,777 units, translating into a growth of 35 per cent. The company had
sold 6, 01,930 units during the corresponding period last year.
Hero Honda Splendor+, the brand credited with several firsts to its credit, is
close to adding yet another feather in its cap-the 5 million sales landmark. As
part of the celebration, the company has announced a Rs.1001/- celebration
offer on the family of Splendor, Splendor + and Passion Plus. The offer,
which is currently on, across all Hero Honda authorized dealerships also
provides an opportunity to 101 lucky winners to watch an ICC Champions
Trophy cricket match live in England, with all expenses paid by Hero Honda.
The company has also announced a uniform national price of Rs. 30,899/- for
its model CD Dawn, the leader in the entry-level segment.
RPA FIRST GRADE COLLEGE 38
Marketing Strategies & Consumer Satisfaction of
Hero Honda Passport Programme arguably, the largest Customer Relationship
Programme in the country, is set to introduce two unique
initiatives for its members – a ‘First Transaction Reward’ for all members
transacting at authorized outlets for the first time; and a ‘Bike Service
Certificate’ to help members get a better resale value for their motorcycles.
Both these benefits further add to the Passport Programmer’s single-minded
objective of strengthening the company’s relationship with its customers, by
offering them enhanced value – proactively & consistently.
Auditions for the adventure-based reality show ‘MTV Hero Honda Roadies
II’ have started. The programme will soon be aired on MTV. Hero Honda also
is promoting ‘India’s Best’ on Zee TV
1983:
Joint Collaboration Agreement with Honda Motor Co. Ltd. Japan, signed
Shareholders Agreements signed.
1984:
Company Incorporated
Technical collaboration signed
Foundation stone laid
1985:
First motorcycle (Model CD 100) produced 200 motorcycles per day
Production.
RPA FIRST GRADE COLLEGE 39
Marketing Strategies & Consumer Satisfaction of
1986:
Quality circles launched
1987:
Engine plant started 1,00,000th Motorcycle produced
1988:
Hero Honda Family Club formed at Gurgaon 200,000th motorcycle
Produced.
1989:
Sleek model introduced 300,000th Motorcycle produced
1990:
400,000th Motorcycle produced
Pegasus Award from Readers Digest for campaigning ‘One Litre Road’
1991:
500,000th Motorcycle produced
CD 100SS model introduced
Mobile Service Workshop launched
RPA FIRST GRADE COLLEGE 40
Marketing Strategies & Consumer Satisfaction of
Economic Times-Harvard Business School Award for Excellent
Governance to Hero Honda Motors Ltd.
Hero Honda moved into India’s Top 100 Companies – Ranked 87
1992:
A school named Raman Kant Vidya Mandir inaugurated in memory of the
first Managing Director of Hero Honda Motors Limited
1993:
750,000th Motorcycle produced
Sponsored Hero Group – Five Nations Cricket Tournament
1994
Splendor model introduced
10,00,000th Motorcycle produced
The Businessman of the Year award is conferred upon the Chairman Mr
Bijmohan Lall – by Business India Group of Publications
1995:
800 Motorcycles per day production started
National Award for Outstanding contribution to the Development
Of Indian Small Scale Industry (NSIC Award – Presented by President of
India)
RPA FIRST GRADE COLLEGE 41
Marketing Strategies & Consumer Satisfaction of
The Analyst Award 1995 presented to Hero Honda Motors Limited on being
Ranked 9th amongst the most investor rewarding Companies in India
1996:
Hero Honda becomes first company to serve Army, Navy & Air Force with
Its 100cc motorcycles
1000 motorcycles per day production started
1998:
Street model introduced
20,00,000th Motorcycle produced
Hero Honda Masters Golf Championship started
Business Leader of the Year conferred upon the Chairman, Mr. Brijmohan
Lall by Business Baron
15,00,000th motorcycle produced
Foundation stone of Raman Munjal Vikas Kendra foundation stone laid by
Chief Minister of Haryana
Gurgaon plant inaugurated by Honda President
RPA FIRST GRADE COLLEGE 42
Marketing Strategies & Consumer Satisfaction of
Sponsored 6th Women World Cup Tournament
Distinguished Entrepreneurship Award conferred upon the Chairman
Mr. Brijmohan Lall By PHD Chamber of Commerce & industry
1200 motorcycles per day production started
1999
25,00,000th Motorcycle produced
CBZ model launched
Sponsored ‘7th World Cup Cricket tournament’ at England
Environment Management System pf Dharuhera plant certified with ISO
14001 by DNV Holland
Raman Munjal Memorial Hospital inaugurated
Sponsored ‘Hero Honda Masters Golf Championship’
Suhana Safar – Customer Relation Programme launched
30,00,000th Motorcycle produced in December
Best Productivity Award for the best performance in Automobile & Tractor
Sector by National Productivity Council presented by Vice President of India
2000
Sponsored ‘Hero Honda NKP Salve Challenger Trophy’
Sponsored ‘Stardust Hero Honda Millennium Honours Award’
Sponsored ‘Hero Honda Masters Golf Championship’
RPA FIRST GRADE COLLEGE 43
Marketing Strategies & Consumer Satisfaction of
Appointed Sourav Ganguly & Hrithik Roshan as Brand Ambassadors
Environment Performance Award to Hero Honda Dharuhera Plant by
Haryana State Pollution Control Board Environment Management System of
Gurgaon Plant Certified ISO – 14001 by DNV Holland
4,000,000th Motorcycle produce
Sponsored ‘20th Cinema Express Award’ Splendor
Declared World No. 1 – largest selling single two-wheeler model.
Passport Programme
Customer Relation Programme launched Sir Jehangir Ghandy Medal for
Industrial Peace conferred upon the Chairman, Mr. Brijmohan Lall by XLRI,
Jamshedpur.
2001
Bike Maker of the Year by Overdrive Magazine
Winner of the Review 2001 – Asia’s Leading Companies Award ( 9th Rank
amongst top 10 Indian Companies )
Passion model introduced Achieved OM – One Million productions in one
single year Joy Model launched.
RPA FIRST GRADE COLLEGE 44
Marketing Strategies & Consumer Satisfaction of
Entrepreneur of the Year Award conferred upon the Chairman, Mr.Brijmohan
Lall by Ernst & Young.
50,00,000th Bike produced ‘Three Leaves Award for Environment’ to Hero
Honda by Centre for Social & Environment Green Rating Project.
Sponsored ‘21st Cinema Express Award’
Sponsored ‘India-England Test Series’
Sponsored ‘First Indian Television Academy Award’
2002
Bike Maker of the Year by Overdrive Magazine
Winner of the Review 200 - Asia’s Leading Companies Award ( 4 th rank
amongst top 10 Indian Companies )
Sponsored ‘India-England Women’s Cricket Series’
Sponsored ‘Hero Honda Masters Gold Championship’
Dawn model introduced
Entrepreneur of the Year Award conferred upon the Chairman, Mr.
Brijmohan Lal by Business Standard
Company of the Year for Corporate Excellence by the Economic Times
Ambition model introduced Giants International Award to the Chairman, Mr.
RPA FIRST GRADE COLLEGE 45
Marketing Strategies & Consumer Satisfaction of
Brijmohan Lall in the field of Business & Industry Appointed Virender
Sehwag, Mohammad Kaif, Yuvraj Singh, Harbhajan Singh and Zaheer Khan
as Brand Ambassadors.
Business Leadership Award conferred upon the Chairman, Mr. BrijmohanLall
by Madras Management Association.
Mr. Pawan Munjal, Managing Director of Hero Honda Motors Ltd.
Appointed as the Chairman of Asian PGA Tour Board of Directors.
Sponsored ‘Second Indian Television Academy Award’
2003
Winner of the Review 200 - Asia’s Leading Companies Award (3rd rank amongst the top 10 Indian Companies)
Most Respected Company in Automobile Sector by Business World
Bike Maker of the Year by Overdrive Magazine.
RPA FIRST GRADE COLLEGE 46
Marketing Strategies & Consumer Satisfaction of
INTERPREATION & ANALYSIS
Table showing Classification of respondents based on their gender:
INTERPRETATION:
The above table shows out of 50 respondents; 84% of respondents are male
and rest of 16% respondents are female.
Gender No of respondents Percentage
changes
Male 42 84%
Female 08 16%
Total 50 100%
RPA FIRST GRADE COLLEGE 47
Marketing Strategies & Consumer Satisfaction of
INFERENCE:
Majority of hero Honda bike users are male
Graph showing Classification of respondents based on their gender
RPA FIRST GRADE COLLEGE 48
84%
16%
0%
20%
40%
60%
80%
100%
Perc
enta
ge
Male FemaleGenders
Graph showing classification of respondents based on Genders
Percentage changes
Marketing Strategies & Consumer Satisfaction of
Table showing Classification of respondents based on their age.
Age No of respondents Percentage changes
Below 18 02 04%
18-25 21 42%
26-35 20 40%
36-45 03 06%
46 and above 04 08%
Total 50 100%
INTERPRETATION:
The above table shows that 4% of respondents fall under the age group of
below 18; 42% of respondents fall under the age group 18-25; 40% of
RPA FIRST GRADE COLLEGE 49
Marketing Strategies & Consumer Satisfaction of
respondents fall under the age group 26-35; 6% of respondents fall under age
group 36-45; and rest i.e. 8% of respondents fall under the age group 46 and
above category
INFERENCE:
Majority of respondents fall under the age group 18-25
Graph showing Classification of respondents based on their age
RPA FIRST GRADE COLLEGE 50
Graph showing Classification of respondents based on their age
4%
42%
40%
6% 8%Below 18
18-25
26-35
36-45
46 and above
Marketing Strategies & Consumer Satisfaction of
Table showing classification of respondents based on their occupation.
Occupation No of respondents Percentage changes
Private job 14 28%
Govt job 06 12%
Business/self employed 05 10%
Profession 09 18%
Students 16 32%
Total 50 100%
RPA FIRST GRADE COLLEGE 51
Marketing Strategies & Consumer Satisfaction of
INTERPRETATION:
The above statistical table shows that 28% of respondents fall under the
category private job; and 12% fall under the category government job; 10%
fall under the category business/self-employed; 18% of respondents fall under
profession and rest of respondents i.e. 32% fall under the category students.
INFERENCE:
Majority of respondents fall under the category private job;
Graph showing classification of respondents based on their occupation.
RPA FIRST GRADE COLLEGE 52
Graph showing classification of respondents based on their occupation.
28%
12%
10%18%
32%
Private job Govt job Business/self employed Profession Students
Marketing Strategies & Consumer Satisfaction of
Table showing classification of respondents based on their monthly income
Particulars No of respondents Percentage changes
Less than 5000 07 14%
5000-10000 07 14%
10000-15000 13 26%
15000 and above 10 20%
Nil 13 26%
Total 50 100%
RPA FIRST GRADE COLLEGE 53
Marketing Strategies & Consumer Satisfaction of
INTERPRETATION:
The above statistical data shows that 14% of respondents fall under the
income level of less than 5000; 14% of respondents fall under the income
level 5000-10000; 26% of the respondent fall under the income level 10000-
15000; 20% of the respondent fall under the income level 15000 and above
and rest i.e. 26% fall under the income level nil.
INFERENCE:
Majority of the respondent fall under the income level 10000-15000;
Graph showing classification of respondents based on their monthly income
RPA FIRST GRADE COLLEGE 54
14% 14%
26%20%
26%
0%5%
10%15%20%25%30%
Perc
enta
ge
Lessthan5000
5000-10000
10000-15000
15000and
above
Nil
Graph showing classification of respondents based on their monthly income
Percentage changes
Marketing Strategies & Consumer Satisfaction of
Table showing classification of respondents based on their qualification
Particulars No of respondents Percentage changes
S.S.L.C 06 12%
P.U.C 12 24%
U.G 21 42%
P.G 11 22%
TOTAL 50 100%
INTERPRETATION:
RPA FIRST GRADE COLLEGE 55
Marketing Strategies & Consumer Satisfaction of
The above statistical data shows that 12% of respondents fall under the
qualification level SSLC; 24% fall under the qualification level PUC; 42% fall
under qualification level UG; and rest i.e. 22% fall under qualification level
PG.
INFERENCE:
Majority of bike users fall under qualification level UG; i.e. under graduates
Graph showing classification of respondents based on their qualification
RPA FIRST GRADE COLLEGE 56
12%24%
42%
22%
0%10%
20%30%40%
50%
Perc
enta
ge
S.S.L.C P.U.C U.G P.G
Qualification
Graph showing classification of respondents based on their qualification
Percentage changes
Marketing Strategies & Consumer Satisfaction of
Table showing classification of respondents based on the influence on their
purchase decisions
Particulars No of respondents Percentage changes
Family and friends 20 40%
Dealers 03 06%
Colleagues 07 14%
Advertisements 20 40%
Others 0 0
Total 50 100%
RPA FIRST GRADE COLLEGE 57
Marketing Strategies & Consumer Satisfaction of
INTERPRETATION:
The above statistical data shows that how respondents came to know about
Hero Honda bikes. 40% of respondents came to know by family and friends;
6% of respondents came to know by dealers; 14% of respondents came to
know by colleagues; 40% of respondents came to know by advertisements.
INFERENCE:
Majority of respondents came to know hero Honda by family and friends and
advertisements
Graph showing classification of respondents based on the influence on their
purchase decisions
RPA FIRST GRADE COLLEGE 58
Marketing Strategies & Consumer Satisfaction of
Table showing classification of respondents based on their criteria for
selecting bikes
Particulars No of respondents Percentage changes
Style 07 14%
Mileage 20 40%
Speed and pickup 15 30%
Price 08 16%
Others 0 00
Total 50 100%
INTERPRETATION:
The above statistical data shows that important criteria used by respondents in
selecting bikes; 14% of respondents use style criteria in selecting bikes; 40%
RPA FIRST GRADE COLLEGE 59
Marketing Strategies & Consumer Satisfaction of
of respondents use mileage criteria; 30% respondents use speed and pickup
criteria and rest of respondents i.e. 16% respondents price criteria.
INFERENCE:
Majority of respondents use mileage criteria for selecting hero Honda bikes
Graph showing classification of respondents based on their criteria for
selecting bikes
RPA FIRST GRADE COLLEGE 60
Graph showing classification of respondents based on their criteria for selecting bikes
14%
40%30%
16%
00%10%
20%30%
40%50%
Style Mileage Speed andpickup
Price Others
Criteria
Perc
enta
ge
Percentage changes
Marketing Strategies & Consumer Satisfaction of
Table showing classification of respondents based on their reason for
selecting bikes
Particulars No of respondents Percentage changes
Style 09 18%
Mileage 18 36%
Speed and pickup 10 20%
Price 10 20%
Others 03 06%
Total 50 100%
INTERPRETATION:
RPA FIRST GRADE COLLEGE 61
Marketing Strategies & Consumer Satisfaction of
The above statistical data shows the main reason of respondents in choosing
hero Honda bikes; 18% of respondents use style for choosing hero Honda
bikes; 36% of respondents use mileage; 20% of respondents use speed and
pickup; 10% of respondents use price and rest i.e. 6% use other reasons.
INFERENCE:
Majority of respondents use mileage as main reason in choosing hero Honda
bikes
Graph showing classification of respondents based on their reason for
selecting bikes
RPA FIRST GRADE COLLEGE 62
Graph showing classification of respondents based on their reason for selecting bikes
18%
36%
20% 20%
6%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Style Mileage Speedand
pickup
Price Others
Reason
Pe
rce
nta
ge
Percentage changes
Marketing Strategies & Consumer Satisfaction of
Table showing classification of respondents based on their opinion towards
the price of hero Honda bikes
Particulars No of respondents Percentage changes
Low 03 06%
Moderate 40 80%
High 05 10%
Higher 02 04%
Total 50 100%
INTERPRETATION:
The above statistical table shows the opinion of respondents towards the price
of the bikes; 6% of respondents think it is low; 80% of respondents think it is
RPA FIRST GRADE COLLEGE 63
Marketing Strategies & Consumer Satisfaction of
moderate; 10% of respondents think it is high and rest i.e. 4% think it is
higher.
INFERENCE:
Majority of respondents think that the prices of hero Honda is moderate
Graph showing classification of respondents based on their opinion towards
the price of hero Honda bikes
RPA FIRST GRADE COLLEGE 646%
80%
10%4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Low Moderate High Higher
Percentagechanges
Marketing Strategies & Consumer Satisfaction of
Table showing classification of respondents based on their opinion towards
style of bikes
Particulars No of respondents Percentage changes
Excellent 05 10%
Very good 18 36%
Satisfactory 24 48%
Un Satisfactory 03 06%
Total 50 100%
INTERPRETATION:
RPA FIRST GRADE COLLEGE 65
Marketing Strategies & Consumer Satisfaction of
The above statistical table shows the opinion of respondents towards the style
of hero Honda bikes. 10% of respondents think it is excellent; 36% of
respondents thinks it is very good; 48% of respondents thinks it is satisfactory
and rest 6% think it is unsatisfactory.
INFERENCE:
Majority of respondents think that the style of hero Honda is satisfactory
Graph showing classification of respondents based on their opinion towards
style of bikes
RPA FIRST GRADE COLLEGE 66
Graph showing classification of respondents based on their opinion towards style of bikes
10%
36%48%
6% Excellent
Very good
Satisfactory
Un Satisfactory
Marketing Strategies & Consumer Satisfaction of
Table showing classification of respondents based on their opinion towards
mileage of bikes
Particulars No of respondents Percentage changes
Excellent 05 10%
Very good 18 36%
Satisfactory 24 48%
Un Satisfactory 03 06%
Total 50 100%
INTERPRETATION:
RPA FIRST GRADE COLLEGE 67
Marketing Strategies & Consumer Satisfaction of
The above table shows the opinion of respondents towards mileage of hero
Honda bikes. 10% of respondents think it is excellent; 36% thinks it is very
good; 48% thinks it is satisfactory and rest 06% thinks it is unsatisfactory.
INFERENCE:
Majority of respondents think that the mileage of hero Honda bikes is
satisfactory
Graph showing classification of respondents based on their opinion towards
mileage of bikes
RPA FIRST GRADE COLLEGE 68
Graph showing classification of respondents based on their opinion towards mileage of bikes
10%
36%48%
6%Excellent
Very good
Satisfactory
Un Satisfactory
Marketing Strategies & Consumer Satisfaction of
Table showing classification of respondents based on their opinion towards
speed/pickup of bikes
Particulars No of respondents Percentage
changes
Excellent 09 18%
Very good 18 36%
Satisfactory 18 36%
Un Satisfactory 05 10%
Total 50 100%
INTERPRETATION:
RPA FIRST GRADE COLLEGE 69
Marketing Strategies & Consumer Satisfaction of
The above statistical table shows the opinion of respondents towards the speed
pickup of hero Honda bikes. 18% of respondents think it is excellent; 36% of
respondents think it is very good; 36% of respondents think it is satisfactory
and rest 10% of respondent think it is unsatisfactory.
INFERENCE:
Majority of respondents think that the speed of hero Honda bikes is
satisfactory
Graph showing classification of respondents based on their opinion towards
speed/pickup of bikes
RPA FIRST GRADE COLLEGE 70
Graph showing classification of respondents based on their opinion towards speed/pickup of bikes
36%
36%
18%
10%
Excellent
Very good
Satisfactory
Un Satisfactory
Marketing Strategies & Consumer Satisfaction of
Table showing classification of respondents based on their opinion towards
color of bikes
Particulars No of respondents Percentage changes
Excellent 07 14%
Very good 16 32%
Satisfactory 20 40%
Un Satisfactory 07 14%
Total 50 100%
INTERPRETATION:
RPA FIRST GRADE COLLEGE 71
Marketing Strategies & Consumer Satisfaction of
The above statistical table shows the opinion of respondents towards the color
of hero Honda bikes; 14% of respondents think it is excellent; 32% of
respondents think it is very good; 40% of respondents think it is satisfactory;
and rest i.e. 14% of respondents think it is unsatisfactory.
INFERENCE:
Majority of respondents think that the color of hero Honda bikes is
satisfactory
Graph showing classification of respondents based on their opinion towards
color of bikes
RPA FIRST GRADE COLLEGE 72
Graph showing classification of respondents based on their opinion towards color of bikes
14%
32%40%
14%0%
10%20%30%40%50%
Per
cen
tag
e
Percentage changes
Marketing Strategies & Consumer Satisfaction of
Table showing classification of respondents based on their opinion towards
availability of spare parts of bikes
Particulars No of respondents Percentage changes
Very easy 11 22%
Easy 35 70%
Not easy 02 04%
Not available at all 02 04%
Total 50 100%
INTERPRETATION:
The above statistical table shows the opinion of respondents towards the
availability of spare parts of hero Honda bikes. 22% of respondents think it is
RPA FIRST GRADE COLLEGE 73
Marketing Strategies & Consumer Satisfaction of
very easy; 70% of respondents think it is easy; 4% of respondents think it is
not easy; and rest i.e. 4% of respondents think it is not available at all.
INFERENCE:
Majority of respondents think tat the availability of hero Honda spare parts is
easy
Graph showing classification of respondents based on their opinion towards
availability of spare parts of bikes
RPA FIRST GRADE COLLEGE 74
Graph showing classification of respondents based on their opinion towards availability of spare parts
of bikes
22%
70%
4% 4%0%10%20%30%40%50%60%70%80%
Very easy Easy Not easy Notavailable at
all
Pe
rce
nta
ge
Percentage changes
Marketing Strategies & Consumer Satisfaction of
Table showing classification of respondents based on their opinion towards
services of hero Honda bikes
Particulars No of respondents Percentage changes
Authorized dealers 27 54%
Local garage 09 18%
Authorized service 14 28%
Others 00 00
Total 50 100%
INTERPRETATION:
The above statistical table shows the opinion of respondents towards the
service of their bikes; 54% of respondent service their bike with Authorized
RPA FIRST GRADE COLLEGE 75
Marketing Strategies & Consumer Satisfaction of
dealer; 18% of respondents with local garage; 28% of respondents service
with the Authorized service center.
INFERENCE:
Majority of respondents service their bike with Authorized dealer.
Graph showing classification of respondents based on their opinion towards
services of hero Honda bikes
RPA FIRST GRADE COLLEGE 76
Graph showing classification of respondents based on their opinion towards services of hero Honda bikes
54%
18%
28%0%
Authorized dealers
Local garage
Authorized service
Others
Marketing Strategies & Consumer Satisfaction of
Table showing classification of respondents based on their opinion towards
after sale services of hero Honda bikes
Particulars No of respondents Percentage changes
Excellent 08 16%
Very good 18 36%
Satisfactory 20 40%
Un Satisfactory 14 08%
Total 50 100%
INTERPRETATION:
The above statistical table shows the opinion of respondents towards the after
sale service of hero Honda bikes. 10% of respondents think it is excellent;
RPA FIRST GRADE COLLEGE 77
Marketing Strategies & Consumer Satisfaction of
36% of respondents think it is very good; 40% of respondents think it is
satisfactory; 08% of respondents think it is unsatisfactory.
INFERENCE:
Majority of respondents think that the after sale service of hero Honda bikes is
satisfactory
Graph showing classification of respondents based on their opinion towards
after sale services of hero Honda bikes
RPA FIRST GRADE COLLEGE 78
16%
36%40%
8%
0%
10%
20%
30%
40%
Pe
rce
nta
ge
Excellent Very good Satisfactory UnSatisfactory
Graph showing classification of respondents based on their opinion towards after sale services of hero Honda bikes
Marketing Strategies & Consumer Satisfaction of
Table showing classification of respondents based on their opinion about the
best competitor of hero Honda bikes
Particulars No of respondents Percentage changes
TVS 11 22%
Yamaha 05 10%
Bajaj 31 62%
Others 03 06%
Total 50 100%
INTERPRETATION:
The above statistical data shows the opinion of the respondents about the
better competitor of hero Honda bikes. 22% of respondents think T.V.S as
RPA FIRST GRADE COLLEGE 79
Marketing Strategies & Consumer Satisfaction of
their better competitor; 10% of respondents think it is Yamaha; 62% of
respondents think it is Bajaj; and rest of respondents i.e. 06% think it is others.
INFERENCE:
Majority of respondents think bajaj as the best competitor of hero Honda
Graph showing classification of respondents based on their opinion about the
best competitor of hero Honda bikes
RPA FIRST GRADE COLLEGE 80
TVS Yamaha Bajaj Others
Percentagechanges
22%10%
62%
6%0%
20%
40%
60%
80%
Competitors
Graph showing classification of respondents based on their opinion about the best competitor of hero Honda
bikes
Marketing Strategies & Consumer Satisfaction of
Table showing classification of respondents based on their mode of Payment
Particulars No of respondents Percentage changes
Down payment 36 72%
Exchange offer 03 06%
Installment 11 22%
Total 50 100%
INTERPRETATION:
The above statistical table shows how the respondents prefer payments. 72%
of respondents prefer down payment; 06% of respondents prefer exchange
offer;11% of respondents prefer installment.
RPA FIRST GRADE COLLEGE 81
Marketing Strategies & Consumer Satisfaction of
INFERENCE:
Majority of respondents prefer down payment as their mode of payment in
selecting bikes
Graph showing classification of respondents based on their mode of Payment
RPA FIRST GRADE COLLEGE 82
Graph showing classification of respondents based on their mode of Payment
72%
6%
22%
Down payment
Exchange offer
Installment
Marketing Strategies & Consumer Satisfaction of
Table showing classification of respondents based on their opinion towards
worthiness of bikes
Particulars No of respondents Percentage changes
Strongly agree 08 16%
Agree 41 82%
Disagree 01 02%
Strongly disagree 00 00
Total 50 100%
INTERPRETATION:
The above statistical table shows the opinion of the respondents towards the
worthiness of their bikes. 16% of respondents strongly agree their bikes are
RPA FIRST GRADE COLLEGE 83
Marketing Strategies & Consumer Satisfaction of
worth enough; 82% of respondents agree; 02% of respondents disagree; and
rest 0% strongly disagrees.
INFERENCE:
Majority of respondents agree that their bikes are worth enough
Graph showing classification of respondents based on their opinion towards
worthiness of bikes
RPA FIRST GRADE COLLEGE 84
Graph showing classification of respondents based on their opinion towards worthiness of bikes
16%
82%
2% 00%
20%
40%
60%
80%
100%
Stronglyagree
Agree Disagree Stronglydisagree
Worthiness
Pe
rce
nta
ge
Percentagechanges
Marketing Strategies & Consumer Satisfaction of
Table showing classification of respondents based on their opinion about road
grip of bikes
Particulars No of respondents Percentage changes
Excellent 08 16%
Very good 15 30%
Satisfactory 18 36%
Un Satisfactory 09 18%
Total 50 100%
INTERPRETATION:
RPA FIRST GRADE COLLEGE 85
Marketing Strategies & Consumer Satisfaction of
The above statistical table shows the opinion of respondents towards the road
grip of bikes. 16% of respondents think it is excellent; 30% of respondents
think it is very good; 36% respondents think it is satisfactory; rest 18% of
respondents think it is unsatisfactory.
INFERENCE:
Majority of respondents think that the road grip of hero Honda bikes is
satisfactory
Graph showing classification of respondents based on their opinion about road
grip of bikes
RPA FIRST GRADE COLLEGE 86
Graph showing classification of respondents based on their opinion about road grip of bikes
16%
30%
36%
18%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Excellent Very good Satisfactory UnSatisfactoryPercentage
changes
Marketing Strategies & Consumer Satisfaction of
Table showing classification of respondents based on their opinion regarding
further alterations
Particulars No of respondents Percentage changes
Battery charger 09 18%
Storage space 05 10%
Road grip 24 48%
Spoked wheels 06 12%
others 06 12%
total 50 100%
INTERPRETATION:
The above statistical table shows the opinion of respondents regarding to their
alternations of bikes. 36% of respondents think to have battery charges; 10%
RPA FIRST GRADE COLLEGE 87
Marketing Strategies & Consumer Satisfaction of
of respondents think to have storage space; 48% of respondents thinks to have
road grip; 12% of respondents would like to have spoke wheels; rest of
respondents i.e. 12% would like to have other alternations.
INFERENCE:
Majority of respondents prefer to have road grip as further alterations in their
bikes
Graph showing classification of respondents based on their opinion regarding
further alterations
RPA FIRST GRADE COLLEGE 88
18%
10%
48%
12% 12%
0%5%
10%15%20%25%30%35%40%45%50%
Pe
rce
nta
ge
Batterycharger
Storagespace
Road grip Spokedwheels
others
Alterations
Graph showing classification of respondents based on their opinion regarding further alterations
Percentage changes
Marketing Strategies & Consumer Satisfaction of
SUMMARY AND FINDINGS
It is found that HERO HONDA Bikes are basically meant for men. But
they have also introduced bike hero Honda pleasure for women users.
Most of the hero Honda bike users fall under the age group of 18 to 35
and usually are students and private jobholders.
It is noticed that people with monthly income of 100000 and above are
financially affordable to make a purchase of hero Honda bikes students
are exceptional.
It’s found that most of the hero Honda bike users are well educated.
RPA FIRST GRADE COLLEGE 89
Marketing Strategies & Consumer Satisfaction of
Most of the hero Honda bike users purchase decisions as got the
influence of family and friends and advertisements.
Mileage speed pick up are the criteria’s used by most of the bike
purchasers when compare to other attributes of the bikes.
Most of the hero Honda bike users think that the prices of hero Honda
bike are set moderate.
It is noticed that the respondents have given the tag of “satisfactory and
very good towards various. Attributes like styling speed and picking up,
mileage and coloring of availability and also after sale services.
It is also found that spare parts of hero Honda bikes are easily available
to the customers/brokers.
Most of the bike users get their vehicle serviced in authorized service
and authorized dealer.
BAJAJ & TVS are found to be healthy competitors of hero Honda
bikes.
The mode of payment/purchase of the bikes is based on down payment
basis.
RPA FIRST GRADE COLLEGE 90
Marketing Strategies & Consumer Satisfaction of
Hero Honda bike users: agree that using hero Honda bikes is worthy.
But they also except few alternations in the bike. Regarding, storage
space, battery charger, road grip, spooked wheel’s the like.
SUGGESTIONS AND CONCLUSIONS
Company should give more importance with regard to their dealers by
providing them all the facilities and supports they except because,
dealers are the important intermediaries who play vital role in pushing
the products to customers.
Company should provide good incentives and discounts in order to
support the effects of dealers.
After sale service is an important factor customer looks for at the timing
of buying a bike. The customer will definitely look for the dealer after
sale service so, the company and dealers should take initiative to
appoint more quality service persons.
RPA FIRST GRADE COLLEGE 91
Marketing Strategies & Consumer Satisfaction of
The company should continue their advertising strategies in the forms
of showroom displays, through magazines, newspaper etc. this will
enhance better sales and improvement of the customers. Because most
of them place their decisions based on advertisement.
It is suggested to the company that slight modification is required to the
existing bikes with regard to the various attributes expected by the
customers like storage space, road grip, battery charger, and spoked
wheels
It is recommended that if the company targets more on students and
private jobholders in Bangalore city, sale of its bike can be increased.
CONCLUSIONS
After the careful analysis made with regard to CUSTOMER
SATISFACAION and MARKETING STRATEGY OF HERO HONDA
bikes, it can be concluded that hero Honda bike user are very much pleased
about the bikes. It was found that most of the users at various occupational
RPA FIRST GRADE COLLEGE 92
Marketing Strategies & Consumer Satisfaction of
level are satisfied by the existing attributes of the bike with a slight
alternations made to it. The special features on the basis of which purchase of
bikes made are mileages, speed and pick up and moderate price.
The current marketing strategy is effective in satisfying the customers. But
there is a need for modification. In the marketing element of the product with
regard to attachments of additional attributes like battery charger, storage
space, road grip, spooked wheels and the like.
Annexure
Dear Sir / Madam,
I Jaideep a student of final year B.B.M at Ramanashree Academy
of Management Studies and I am doing a survey on the customer
satisfaction for Hero Honda Bikes, as a part of my project. I request you
to kindly fill this questionnaire and help me in my work. The information
so collected will be used for a academic purposes and kept confidential.
Personal information
1) Name:-
2) GENDER:
a) Male [ ] b) Female [ ]RPA FIRST GRADE COLLEGE 93
Marketing Strategies & Consumer Satisfaction of
3) AGE IN YEARS:
a) Below 18 years [ ] b) 18 – 25 years [ ]
c) 26 – 35 years [ ] d) 36 –45 years [ ]
e) Above 46 years
4) OCCUPATION:
a)Private job [ ] b) Govt. job [ ]
c) Business/self employed [ ]
d) Profession [ ] e) Student [ ]
f) Others (if any please specify)
5) QUALIFICATION:
a) SSLC [ ] b) PUC [ ]
c) Under graduate [ ] d) Post graduate [ ]
6) MONTHLY FAMILY INCOME:
a) Below Rs/- 5000 [ ] b) Rs/- 5000-10000 [ ]
c) Rs/-10000 – 15000 [ ] d) Rs/- 15000 & above [ ]
e) Nil [ ]
RPA FIRST GRADE COLLEGE 94
Marketing Strategies & Consumer Satisfaction of
Questions relating to objective of study
7) How did you come to know about Hero Honda Bikes?
a) Family & friends [ ] b) Dealers [ ]
c) Colleagues [ ] d) Advertisements [ ]
f) Others (if any please specify)
8) Which is most important criteria used by you in selecting Bikes?
a) Style [ ] b) Mileage [ ]
c) Speed & Pick up [ ] d) Price [ ]
f) Others (if any please specify)
9) What is the main reason for choosing Hero Honda Bikes?
a) Style [ ] b) Mileage [ ]
c) Speed & Pick up [ ] d) Price [ ]
f) Others (if any please specify)
10) What is your opinion about the price of the vehicle?
a) Low [ ] b) Moderate [ ]
c) High [ ] d) Higher [ ]
11) What is your opinion about the Style of the vehicle?
RPA FIRST GRADE COLLEGE 95
Marketing Strategies & Consumer Satisfaction of
a) Excellent [ ] b) Very good [ ]
c) Satisfactory [ ] d) Unsatisfactory [ ]
12) What is your opinion about the Mileage of the vehicle?
a) Excellent [ ] b) Very good [ ]
c) Satisfactory [ ] d) Unsatisfactory [ ]
13) What is your opinion about the Speed & pick up of the vehicle?
a) Excellent [ ] b) Very good [ ]
c) Satisfactory [ ] d) Unsatisfactory [ ]
14) What is your opinion about the Color of the vehicle?
a) Excellent [ ] b) Very good [ ]
c) Satisfactory [ ] d) Unsatisfactory [ ]
15) What do you think of availability of spare parts of Hero Honda
Bikes?
a) Very easy [ ] b) Easy [ ]
c) Not easy [ ] d) Not available at all [ ]
16) Where do you service your Bike?
a)Authorized dealer [ ] b) Local garage [ ]
b) Authorized service [ ]
d) Others (if any please specify)
17) What is your opinion about after sales service of Hero Honda Bikes?
a) Excellent [ ] b) Very good [ ]
RPA FIRST GRADE COLLEGE 96
Marketing Strategies & Consumer Satisfaction of
c) Satisfactory [ ] d) Unsatisfactory [ ]
18) Whom do you think is better competitor of Hero Honda Bikes?
a) TVS [ ] b) Yamaha [ ]
b) Bajaj [ ]
d) ) Others (if any please specify
19) What is the mode of payment you have preferred?
a) Down payment [ ] b) Exchange offer [ ]
c) Installment [ ]
20) Is the vehicle worth being purchased?
a) Strongly agree [ ] b) Agree [ ]
c) Disagree [ ] d) Strongly disagree [ ]
21) What is your opinion about the road grip of Hero Honda Bikes?
a) Excellent [ ] b) Very good [ ]
c) Satisfactory [ ] d) Unsatisfactory [ ]
22) Would you like to go for further alterations with regard to
a) Battery charger [ ] b) Storage space [ ]
c) Road grip d) Spooked wheels [ ]
RPA FIRST GRADE COLLEGE 97
Marketing Strategies & Consumer Satisfaction of
23) Suggestions for improvement of the Bikes
Bibliography
TEXT BOOKS:
Marketing management by PHILIP KOTLER
Little book of Marketing management by A SHANKAR NAG
Essentials of Marketing management by S.A SHERLAKER
Essentials of Marketing management by P.N. REDDY APPANAIAH
MAGAZINES:
THE WEEK
OVER DRIVE
RPA FIRST GRADE COLLEGE 98
Marketing Strategies & Consumer Satisfaction of
AUTO CAR
WEBSITES:
www.herohonda.com
www.google.com
www.overdrive.com
RPA FIRST GRADE COLLEGE 99