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PROJECT REPORT

ON
THE STUDY OF CUSTOMER MIND FLOW FOR YAMAHA
MOTORS INDIA
Submitted by:
SHREEDHAR CHINNAKAR
MARKETING
Roll Number-140
IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF MASTER
OF MANAGEMENT STUDIES
BATCH 2014-2015
UNDER THE GUIDANCE OF
SHAILENDRA PAWASKAR

PILLAI INSTITUTE OF MANAGEMENT STUDIES AND


RESEARCH
NEW PANVEL, NAVI MUMBAI 410206

DECLARATION
I declare that this project report titled THE STUDY OF CUSTOMER
MIND FLOW FOR YAMAHA MOTORS INDIA is my own original
work, and that all sources that I have consulted have been duly
acknowledged.

Date:

Place:

Signature:

Name: Shreedhar Chinnakar

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CERTIFICATE OF APPROVAL
This is to certify that the project titled THE STUDY OF CUSTOMER
MIND FLOW FOR YAMAHA MOTORS INDIA as a part of the
curriculum of Master of Management Studies, submitted by Mr.
Shreedhar Chinnakar a student of Pillai Institute of Management
Studies and Research has been approved.

Shailendra Pawaskar
Faculty Guide

Dr. G. Vijayaragavan
Director

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ACKNOWLEDGEMENT
Too often we are so preoccupied with the destination, we forget the guiding
light.

Firstly, I would like to thank YAMAHA MOTORS INDIA PVT.LTD for


giving me this wonderful opportunity to work in their organization.

I would like to thank Mr.Naveeth Menon, Regional Manager-Sales at


YAMAHA MOTORS INDIA PVT.LTD for helping me throughout the
project giving his valuable insights and feedback.

I would also like to thank my mentor Ms.Jyoti Singh, Sales Executive (channel
sales) who guided me and ensured that I was proceeding in the right direction.
Her inputs helped shape the project and ensured that the project was on track.

I would also like to thank Mr.Dinesh Kulkarni (senior HR) who helped in
ensuring my smooth induction and functioning at YAMAHA MOTORS
INDIA PVT.LTD.

The learning and support from my college and my faculty mentor Prof.
Shailendra Pawaskar has been instrumental in helping me to provide the
foundation for my work

Shreedhar Chinnakar
MMS - Marketing
Roll No- 140
Pillai Institute of Management Studies and Research

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Executive Summary

The project was intended to study the impact of purchase patterns and
the buying behavior of customers, including the competitors. The prior
research work was done on the Motorcycle industry followed by
structuring the study.
The study is divided into 5 parts:
FOMM Study (Facilities Operation Manpower Mind of
Yamaha and its relevant competitors)
Leakage Analysis (Research on the reason for drop in sales of
the Model Alphas of Yamaha)

Customer Feedback Survey (Customer Interaction and


satisfaction level with respect to after sales service)
Promotional Activities ( For Alfa and Fascino Scooters)
Brand Awareness (For Alfa Scooter)

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INTRODUCTION AND OUTLINE OF THE PROJECT


Yamaha made its initial foray into India in 1985. In August 2001, Yamaha
Motor India became 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 company "India Yamaha Motor Private Limited
(IYM)". IYM's manufacturing facilities comprise of 2 State-of-the-art Plants at
Surajpur (Uttar Pradesh) and Faridabad (Haryana). The infrastructure at both
the plants supports production of motorcycles and parts for the domestic as well
as overseas markets.
FOMM Analysis ( Facility Operation Manpower Mind )
Prepared an observation sheet and were sent on field, wherein
FOMM analysis of the competitors by visiting any 3 showrooms per
day at different location was supposed to be done. Continued with the
FOMM analysis which included Yamaha as well and visit 3 Yamaha
showrooms at different location including competitors showrooms. This
helped us understand the difference between all the dealership
(showrooms) with the help of our ratings provided to each dealership
during our visits.
Leakage Analysis
I used to call the customers who visited the showroom ( My Yamaha
Malad) and take the follow up by asking them few questions like
o Did you purchase the scooter ?
o If No, would ask the reason ?
o Have they opted for any other brand ?
o If Yes, What is the reason of purchasing the particular scooter and
Yamaha ?

Customer Feedback Survey


I used to call existing customer ( only Alfa Scooter Segment Customer)
and take the follow up by asking them few questions like
o Do you receive calls from the service center regarding servicing of
your scooter ?
o Do the showroom servicemen check the vehicle before servicing
the scooter?
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o Are you greeted with a smile and offered some refreshment when
you enter the service center for the servicing ?
Promotional Activities
We were sent to the different authorized dealerships ( Shree Sai
Yamaha Thane ) across Mumbai region and were asked to plan some
promotional activities for the scooters ( Alfa and Fascino )
We were giving directions for promoting the scooter by the ASM (Area
Sales Manager) for a particular area.
I use to take both the scooters for test rides in the locality of Thane area.
Distribute the Leaflets of the scooter provided by the company.
Made a Stage Display outside the dealership.

Brand Awareness
We were assigned Brand Awareness Activity to perform for the Alfa
Scooter of Yamaha
Interns were asked to perform this activity within 3km radius of the
showroom
I was placed in Shree Sai Yamaha Thane for performing the activity
We used to ask few question to the people living near the showroom
about the Alfa Scooter.

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OBJECTIVES OF THE STUDY


To Study the two wheelers segment in depth.
To make comparative analysis of Yamaha and other competitors in the
same industry.
To identify the factor leading in decline in sales of Alfa scooter
To carry out promotional activities for the newly launched Fascino
scooter
To study about the customer mind flow for purchasing the
product

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RESEARCH METHODOLOGY

Research Design:

To decide the objective and subjective of the research.


To determine the most suitable method of research.
To determine the sources of data.
To decide the appropriate research instrument for data collection.
To determine the suitable sampling design and sample size.
To prepare the research report.

Research Instrument:
Observation
Descriptive and Statistical Analysis
Tele-calling
Customer Interaction

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SCOPE AND LIMITATIONS OF THE PROJECT

Scope:
The research was carried out to find factors which influence customer
satisfaction to maximum level. The study projects that customer satisfaction
level change with change in various factors like during:
Sales evaluation
During delivery of the vehicle
After sales evaluation
This research is an attempt to provide feedback to Motorcycle manufacturer
Yamaha Motors India Ltd. so that they can bring about changes in various
departments of their organization which will help them in becoming Number 1
motorcycle brand in India.

For instance during research factors such as:

Technology
Maintenance
Looks
Style
Brand image
Behaviour of dealers
Timely delivery of documents and bike and proper information about the
product were considered

This research would give necessary details to Yamaha motors so that it could
know the various factors that affect customer satisfaction level and then initiate
appropriate changes to make it Number 1 motorcycle brand in India.

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Limitation

Research was limited to only two wheeler motorcycle industry.


Research was restricted to Mumbai and Navi Mumbai only.
Sometimes it was very difficult to get the necessary information as filling
the questionnaire required time
Research could have been wider in scope if along with customer
satisfaction level consumer behaviour pattern was also studied

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Introduction to Automobile Industry


Automobile changed the world during the 20th century, particularly in the
United States and other industrialization nations. From the growth of
automobile there was huge growth in road and highway system. Automobile
greater mobility and job creation and also brought noise and air pollution and
automobile accident rank among the leading causes of death and injury thought
the world, but better or worst.
The 19th century can be called as the age of automobile and no doubt
continues to shape our culture and economy well into the 21st century.
The Indian auto industry is one of the largest in the world with an annual
production of 21.48 million vehicles in FY 2013-14.The automobile industry
accounts for 22 per cent of the country's manufacturing gross domestic product
(GDP).
Indian Two-Wheeler Industry is the largest in the world as far as the
volume of production and sales are concerned. India is the biggest two-wheeler
market on this planet, registering an overall growth rate of 9.5 present between
2006 and 2014. The growth in Indian Automobile Industry owed the most to a
steep upsurge witnessed in the two-wheeler segment in 2014. The volume
growth recorded in the 2014-15 fiscal year stood at a commendable 14.8 present
on a year-on-year basis. The 'Make in India' campaign of the Government of
India is also going to attract more foreign investment into Indian Two-Wheeler
Industry creating further growth opportunities in the coming years.
An expanding middle class, a young population, and an increasing
interest of the companies in exploring the rural markets have made the two
wheelers segment (with 80 per cent market share) the leader of the Indian
automobile market. The overall passenger vehicle segment has 14 per cent
market share.
India is also a substantial auto exporter, with solid export growth expectations
for the near future. Various initiatives by the Government of India and the major
automobile players in the Indian market is expected to make India a leader in
the Two Wheeler and Four Wheeler market in the world by 2020.

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Automobile Segment

Automobile Industry

Two wheelers

Motorcycle
Scooter

Moped

Commercial
vehicles

Three wheelers

Passenger
vehicles

Passenger carriers

Mini van

LCV

Small car

M & HCV

Goods carriers

Medium car

Luxury car

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INTRODUCTION OF YAMAHA

Company History:
India Yamaha Motor Private Limited is an Indian subsidiary of
Yamaha Motor Company, Japan. Yamaha started its journey in India with
the launch of RD350 in 1985. Yamaha and Escorts Group entered into joint
venture in 1996; subsequently Yamaha acquired remaining stakes from
Escorts Group in 2001 and became 100% subsidiary of Yamaha Motor
Company, Japan. Today, the company is in agreement with Mitsui & Co. Ltd.
who became joint-investor in the company in 2008 and the company was
renamed to India Yamaha Motor Pvt. Ltd
Yamaha is Omni-present in Indian bike scenario with product range
starting from commuter bikes and goes up to performance bikes. The
Japanese company is on a mission build long-term relationship with customers
by raising their lifestyle. Yamaha is the only manufacturer from foreign land to
flourish and succeed in Indian market at this scale. The company gained
from the policy of developing bikes especially for India through which it
gained a lot of popularity among Indian customers and enthusiasts.
Characteristics of the Company:
Yamaha made its initial foray into India in 1985. In August 2001,
Yamaha Motor India became 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 company "India Yamaha Motor
Private Limited (IYM)". IYM's manufacturing facilities comprise of 2 Stateof-the-art Plants at Surajpur (Uttar Pradesh) and Faridabad (Haryana). The
infrastructure at both the plants supports production of motorcycles and parts
for the domestic as well as overseas markets.
(YMIS) is a 100% subsidiary of YMC. YMIS is established by YMC to
provide Sales & Marketing services to IYM. Headquartered in Chennai, YMIS
supports IYM to market and sell its motorcycles & scooters in domestic as well
as export markets.

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Future of the Company:


In 2015 they are planning to launch new scooters in IndiaIn its continued
endeavour to bring new excitement to its customers, Yamaha Motor India
Sales introduced an all new range of Alpha, Ray and Ray Z scooters for the year
2015. The company launched the new variants of its scooter range enabled
with Yamaha's Next Generation 'Blue Core' engine concept. 'Blue Core' is a
development ideal for products that take riding enjoyment, fuel efficiency
and environmental performance to all-new levels. The engines based on the
"Blue Core" ideal are the result of a thorough pursuit to:
Increase combustion efficiency
Increase cooling efficiency
Reduce power loss
As a result of this enhancement, the new scooter range from Yamaha
will boast of improved fuel mileage at 66 kmpl (Old mileage was 62 Kmpl)
and excellent engine performance. The new scooter range from Yamaha will
be available in vibrant new colour schemes and graphics.
Yamaha sells the Ray, Ray Z and Alpha scooter models in India. While Ray
and Ray Z were launched in the country in 2012 and 2013 respectively, Alpha
made its debut during the Auto Expo, held earlier last year. While Ray and Ray
Z cater to young girls and boys respectively, Alpha caters to the family
segment.
The new scooter models based on Blue Core development ideal are
powered by a newly designed air-cooled 113cc four stroke single cylinder
engine that delivers smooth start-up acceleration and pickup along with great
fuel economy. There are few minor changes in the engine from the current
scooter range. These changes are: Nickel spark plug for improved
combustion, new muffler setting and New BS carburettor & TPS setting.

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Growth of the Company:

Yamaha eyes 30% sales growth in 2015


Leading two wheeler manufacturer Yamaha Motor India Sales Pvt Ltd is eyeing
30 per cent growth in 2015 calendar year in sales of motor bikes and scooters.
The company has set a target of selling 850,000 two-wheeler units in the
country in 2015, up from 600,000 units sold last year.
"Yamaha is growing at the rate of 20-25 per cent every year,
higher than the industry average. Last year, we clocked a growth of 23 per
cent. This year, we are targeting to grow at the rate of 30 per cent. In 2015, we
are eyeing sales of 850,000 units and subsequently raise it to one million units
in 2016," said Ravinder Singh, vice president (strategy & planning) of the
company.
Singh said, Yamaha has share of 23 per cent in the deluxe bike segment
and seven per cent share in scooter sales. The company is selling around
15,000 scooter units every month.
Asked if Yamaha would introduce new models for the India market,
he said, "All two-wheeler manufacturers are introducing new models from
time to time. Yamaha will also come up with new models as and when
required. The models would be introduced depending on suitability of the
market.
On the company's upcoming manufacturing plant at Chennai, he said,
the plant would be inaugurated soon. India Yamaha is investing Rs 1,500 crore
on the facility that would have a capacity of 1.8 million units a year.

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Competitors of the Company :


Hero Moto Corp :
Hero Moto Corp sold highest number of two-wheelers in the calendar
year 2013 in the month of May. Company has once again crossed the half
million vehicle sales mark comfortably, after a long time. This sales mark, the
company has now become habitual with. Honda tried to challenge Hero Moto
Corp, in its core competence area which is 100cc commuter bike, twice
recently, but failed to do noticeable damage. Rather Hero Moto Corp recorded a
marginal growth of 0.22% over that of the same month of the last year and a
strong growth of 11.78% over that of the last month. Hero Moto Corp is going
to face intense competition as probably Honda and TVS are ready with new
scooters and Bajaj Auto is set to launch a number of Discovers to shake
commuter bike segment. Hero is recognized today as one of the most successful
Motorcycle Brand in the world.
Honda Motorcycles and Scooters Ltd:
Honda has kept its promise of launching a two-wheeler every quarter and
hence we have seen Dream Yuga, Dream Neo, CB Trigger coming out from
their camp. Now next offering coming out is likely to be a scooter, probably the
125cc one. So with these many launches in bike segment, Honda took a shot at
the volume segment of the industry. But somehow it is not reflecting in their
sales figures. Their individual bike sales figure and overall sales figure have
fallen drastically on both MoM and YoY basis. On the other hand, in their area
of expertise, the scooter market, they are dominating and gained sales figures by
margin. Overall Hondas sales graph has fallen down by 11.77% but climbed up
by 3.37% on MoM and YoY basis respectively.
TVS
TVS Motors sales figure are always composed of bikes, scooters,
mopeds and some other two-wheelers which are not available in India. So if we
consider the bike and scooter sales only, then the company has fared pretty well.
Scooter sales have increased after long time but are still below their
expectations. Bikes sales have witnessed small downfall. But overall sales
figure of the company is still falling continuously and is the lowest of this
calendar year. It has decreased by 0.72% and 7.94% on MoM and YoY basis
respectively.

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Mahindra:
Mahindra And Mahindra Ltd is an India-based company with operations
in 18 industries that include aerospace, aftermarket, agribusiness, automotive,
components, construction equipment, consulting services, defence, energy, farm
equipment, finance and insurance, industrial equipment, information
technology, leisure and hospitality, logistics. The Companys business segments
include Automotive Segment that comprises of sale of automobiles, spare parts
and related services and Farm Equipment Segment, which includes sale of
tractors, spare parts and related services. Its subsidiaries include Tech Mahindra
Limited, Mahindra & Mahindra Financial Services Limited, Mahindra
Investments (India) Private Limited and Mahindra Investments (International)
Private Limited etc.
PIAGGIO
Established in 1884 by Rinaldo Piaggio, since 2003 the Piaggio Group has
been controlled by Immsi S.p.A., an industrial holding listed on the Italian stock
exchange and headed by Chairman Roberto Colaninno. Immsis Chief
Executive Officer and MD is Michele Colaninno.Roberto Colaninno is the
Chairman and Chief Executive Officer of the Piaggio Group, Matteo
Colaninno is Deputy Chairman. The Piaggio Group has been listed on the
Italian stock exchange since 2006.The Piaggio Group product range includes
scooters, mopeds and motorcycles from 50cc to 1,400cc marketed under the
Piaggio, Vespa, Gilera, Aprilia, Moto Guzzi, Derbi and Scarabeo brands. The
Group also operates in the three- and four-wheeler light transport sector with its
Ape, Porter and Quargo ranges of commercial vehicles.

SUZUKI MOTORCYCLE INDIA PRIVATE LIMITED


Subsidiary of Suzuki Motor Corporation Suzuki Motorcycle India
reported a jump of 76.13 per cent in its sales in March at 21,752 units, on the
back of good response to its new products. The company had sold 12,350
units during March 2011.

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To Study Customer Mind flow


This project is based on the study of customer mind flow. Its helps to know the
mind set of customer, their buying behaviour and purchasing habit.
Diagram of Customer Mind Flow:-

Awareness

Interest

Refferal

Loyalty

Action

Use

Comparison

Purchase

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Awareness:
Awareness is where the customer is made aware of the product. It is
basically done through advertisement, internet, and social media. People are
made aware about the product.
Interest:
Through advertisement, social media, and various other ways interest is
generated about the product in the mind of the customer. Were in people feel
the need and a desire to have a particular product?

Action:
Once the interest is generated customer then converts interest into an
action. Were in customer actually visits the store to see, touch and feel the
product.
Comparison:
Once the customer has seen one product, he then tries comparing that
product with the other existing product. This comparison is done on the basis of
quality, price, and product. Based on comparison the decision for best product is
done.
Purchase:
As the decision is made, it is then converted into a purchase were in
customer actually purchases the product. Purchase for any particular product is
done, only when the customer is satisfied by the products quality with respect
to other products present in the market.
Use:
Once the product is purchased, then customer personally uses it, its then
when customer actually is able to know the advantage of the product he
purchased with respect to the other product which he rejected.
Loyalty:
Once the customer is satisfied by one product, the services provided, he
would then prefer the same brand, for his next purchase. Which in turn would
make that customer a loyal customer?
Referral:
In India we basically believe in word of mouth, were in one satisfied
customer would get us 10 more customers. Once the customer is satisfied, he
would then give others the reference to buy the same product.

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FOMM ANALYSIS
This analysis helped to analyse the difference between different
competitor as well as Yamaha. This analysis helped to improve observation
skills, as the researcher had to observe certain points at each visits to the two
wheeler showrooms as customers and not as interns.
F- FACILITY

CLEARLY VISIBLE OF SIGN BOARD.


SHOWROOM FRONTAGE.
PARKING AREA.
SHOWROOM SIZE.
CUSTOMER LOUNGE

O- OPERATION

UNDERSTANDING CUSTOMER NEEDS.


TAKING CUSTOMER DETAILS.
PRODUCT DEMONSTRATION.
FOLLOW UP.

M-MAN POWER
COMMUNICATION
UNIFORM WITH NAME BADGE.
PRODUCT KNOWLEDGE.

M-MIND
BRIGHT SHOWROOM.
NEAT AND CLEAN APPEARANCE OF THE SHOWROOM.
OFFERING REFRESHMENTS (WATER, TEA OR COFFEE).

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The researcher was supposed to observe how the dealers welcome


their customers and on more parameters which has been rated
individually which has been shown in a graphical format as below:

FOMM study was carried out for competitors like:

HERO 3 Showroom Visited


HONDA 3 Showroom Visited
MAHINDRA 3 Showroom Visited
SUZUKI 3 Showroom Visited
TVS 3 Showroom Visited
PIAGGIO 2 Showroom Visited

For Hero the location branch was:


M/S. Spectra Auto Nerul
HM Motors Panvel
HM Motors Kharghar
For Honda the location branch was :
Bhavna Honda Nerul
Partik Honda - Vashi
Vihaan Honda Thane
For Mahindra the location branch was :
Navneet Automobile Panvel
G3 Motors Nerul
Ravindra Automobiles Panvel

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For Suzuki the location branch was :


M/S CG- Koperkhiarane
M/S CG Kharghar
Victors Motors Sanpada

For TVS the location branch was :


Kapoor Automobile Belapur
RK Motors Airoli
Priyanka Motors Panvel
For Paiggio the location branch was :
Kian Motors Panvel
Indy Italia Thane

For Yamaha the location branch was :


Naman Auto Sales Panvel
Alka Yamaha Airoli
AIMS Yamaha Thane

Basically the research was carried out in the region of Navi Mumbai

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RATING OF THE SHOWROOM ACCORDING TO FOMM ANALYSIS


RATINGS FOR FOMM ANALYSIS WAS DONE IN THE FORMAT
SHOWN BELOW:

Poor

Average

Good

Very
good

Excellent

5
5
4
3

4
3

2
1
0

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Leakage Analysis:
For leakage analysis all the interns were sent to different Yamaha showroom
and were asked to call the customer who visited the particular showroom for the
enquiry of scooters.
I was sent to My Yamaha Malad for performing the activity. I used to
call customer and take the follow up by asking them few questions like
o
o
o
o

Did you purchase the scooter?


If No, would ask the reason?
Have they opted for any other brand?
If Yes, What is the reason of purchasing the particular scooter and
Yamaha?

TOTAL CALLS MADE- 170


NUMBER OF CLOSED CALL- 92

200

170

150
92
100

50
0
TOTAL CALLS
MADE

TOTAL CALLS
CLOSED

Closed call are those calls who bought the scooter of Yamaha or bought
any other brand scooters

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NUMBER OF PEOPLE BOUGHT YAMAHA - 47


NUMBER OF PEOPLE WENT FOR ANOTHER BRAND -45

47
47
46
45
44

45

NUMBER OF NUMBER OF
PEOPLE
PEOPLE WENT
BOUGHT FOR ANOTHER
YAMAHA
BRAND

MAIN REASONS FOR NOT PURCHASING YAMAHA


SCOOTERS AND WENT TO BUY ANOTHER BRAND - 45

14
12
10
8
6
4
2
0

13

12

5
3

5
2

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Customer feedback survey (for Alfa Scooter)


I used to call existing customer (only Alfa Scooter Segment Customer)
and take the follow up by asking them few questions like
Do you receive calls from the service centre regarding servicing of your
scooter?
Do the showroom servicemen check the vehicle before servicing the
scooter?
Are you greeted with a smile and offered some refreshment when you
enter the service centre for the servicing?
Are you satisfied with the scooter?
TOTAL CALLS MADE
- 20
SATISFIED WITH THE SCOOTER
UNSATISFIED WITH THE SCOOTER

-7
-13

20
20
13

15
10

5
0
TOTAL CALLS
CLOSED

SATISFIED
CUSTOMER

UNSATISFIED
CUSTOMER

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REASONS OF THE UNSATISFIED CUSTOMER

3
3
2.5
2
1.5
1
0.5
0

3
2

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Promotional activities
Another activity which was assigned to the intern was to promote the two
scooters of Yamaha Alfa and Yamaha Fascino in the dealership (Showroom)
I was placed in the Shree Sai Yamaha Thane for performing the
activity.
We were giving directions for promoting the scooter by the ASM
(Area Sales Manager) for a particular area.
I use to take both the scooters for test rides in the locality of Thane
area.
Distribute the Leaflets of the scooter provided by the company.
Made a Stage Display outside the dealership.

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Offering Test Ride and distributing scooter leaflets

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Made a Stage Display outside of the showroom for fascino scooter

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Brand Awareness
We were assigned Brand Awareness Activity to perform for the Alfa Scooter
of Yamaha. Interns were asked to perform this activity within 3km radius of the
showroom. I was placed in Shree Sai Yamaha Thane for performing the
activity. We used to ask few question to the people living near the showroom
about the Alfa Scooter like
CURRENTLY DO YOU USE ANY TWO WHEELER?

HAVE YOU HEARD ABOUT YAMAHA ALFA SCOOTER?


WHAT DO YOU KNOW ABOUT ALFA IN TERMS OF PERFORMANCE
FEATURES AND BRAND?
FROM WHERE DID YOU GET TO KN OW ABOUT ALFA?

CURRENTLY DO YOU USE ANY TWO WHEELERS?

Yes- 47
No-28

47
50
45
40
35

28

30
25
20
15
10
5
0
Yes

No

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HAVE YOU HEARD ABOUT ALFA?


Yes- 26
No- 49

49
50
40
26

30
20
10
0
Yes

No

WHAT DO YOU KNOW ABOUT ALFA IN TERMS OF PERFORMANCE FEATURES


AND BRAND?

No idea - 5
Style and looks- 5
Yamaha Brand - 7
Pick up - 4
Optimum Millage 5
7

7
6

4
3
2
1
0
No Idea

Style and
lools

Yamaha
Brand

Pick up

Optimum
Millage

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FROM WHERE DID YOU GET TO KN OW ABOUT ALFA?

TV
Newspaper
Auto Magazine
Website
Banner
Friend/Relative
Test Rides
Others
7
7
6

5
4
3

4
3

3
2

2
1

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FINDINGS AND CONCLUSION


Findings
FOMM ANALYSIS
While performing the FOMM Analysis activity I observed each and every
showroom very closely as we were asked to do so.
o Honda Dealerships was the best of all competitors.
I visited 3 Honda Showrooms and each showroom was well organised
The vehicles were properly displayed
The sales persons were very welcoming and had a good knowledge about
each and every vehicle
The showroom layout was quite big and was very spacious
Each showroom offered me the test rides of the vehicles
Refreshment were offered while I entered the showroom
o The Second best was Yamaha Dealerships

I visited 3 Yamaha Showrooms and each showroom was well organised


The vehicle were displayed properly
The sales persons had good knowledge about the vehicles
1 of the 3 showroom of Yamaha which I had visited had a very small
store layout
The same showroom failed to provide me test ride of the vehicles
o The Third best was Mahindra Dealerships

I visited 3 Mahindra Showrooms


The showrooms had a very small store layout
The sales persons had a good knowledge about the vehicles
The vehicle very decorated and very properly displayed
All the showrooms provide me test rides for the vehicles

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o The Forth best were Hero, Suzuki and Paiggio Dealerships.

These showroom had a very large store layout


The sales persons had less knowledge about the vehicles
The vehicles were not displayed properly
Only Hero provide me with the test rides facility and the other 2 failed to
do so.
o The Fifth and the worst experience was with the TVS Dealerships.

The sales persons dint have any knowledge about the product
1 of the 3 showroom which I visited the sales person offered me the
leaflet and said me to refer
He was busy in his mobile while I was asking him some questions about
the vehicles
Each and every dealership failed to provide test rides for the vehicles

Leakage Analysis
During the Leakage analysis I understood that Honda Activa is the bestselling scooter
People came for the inquiry for Yamaha scooter and because of some
reason they went and bought other brand scooter.
Some reasons were like price, proper servicing, friend suggested me to
buy this scooter or family suggested me to buy this scooter, Yamaha
scooter have less demand in the market and the Yamaha Scooter is not as
confortable compared to other competitors.

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Customer Feedback Survey


This was only one day activity
During Customer Feedback Survey I understood that some customer who
bought the Yamaha Alfa scooter were not satisfied.
The reasons were like the scooter have vibration issues, Proper service is
not offered by the service centre, the scooter have suspension issues, the
average is very less and the scooter had a major problem of fuel indicator.

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Conclusion
The study was conducted to know and understand how an automobile
industry works. As an intern of Yamaha, it was the best exposure and various
projects were assigned and each project gave some learning and scope to
improve. Improved observation skills during FOMM Analysis, helped the
interns learn the difference between Yamaha and the Competitors, helped
deal with various problems while handling customer complaints during
leakage and customer feedback survey. Gained knowledge about various range
of scooters and technical details. For e.g.: FSRO( Front Side Rear On
The Seat) . Helped understand and manage events, co-ordinate with
various kinds of people and getting the work done from them, came up with
different ideas and then implement it in the exact way as decided and required.
Thus, the above Analysis shows how an Automobile Industry works
and how do they keep themselves updated about their competitors and know
where do they stand which is very important for any organization
These were the various projects handled and the opportunity to learn
and gain knowledge from them. Put together it was a great Experience.

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References
WEBSITES

www.goggle.com
www.indianauto.com
www.yamaha-motors-india.com
www.bikes.com
www.wikipedia.com

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