Documente Academic
Documente Profesional
Documente Cultură
2002.
History
2
with a large fleet of trucks and buses under the name of
nearly $3 billion.
Early years
HERO relationship
3
of two-wheelers specifically for the Indian market. Rechristened
during which Hero promised not to enter the Indian market with
Recent
Over the years HERO Motor has grown to be the largest in the
group, both in terms of size and turnover, with four state of the
moped, the HERO 110cc. The company became the leader in its
4
category of sub 125 cc mopeds, having sold 7 million units. It
Awards
work done for the HERO Victor motorcycle won HERO Motor the
5
Productivity Maintenance practices won HERO Motor the TPM
Maintenance in 2008.
6
major SAP AG and the Team Tech 2007 Award of Excellence for
best two wheelers and a few other industrial products. They are
also into the financial services sector. The turnover of the entire
Quality Medal.
7
HERO 50 in August 1980. It is the first Indian company to
Mysore.
CONDITION OF WARRANTY
8
The warranty coverage for Products will be valid only if the
duly signed by HERO authorized dealer for each of the 6 Free &
only when:
9
5-However HERO authorized dealer will give full assistance in
all.
for carrying out the repairs at HERO authorized dealer, shall not
damages.
LIMITATION OF WARRANTY
10
Normal maintenance operations such as Engine Tune-up, De-
Element Air Cleaner, Oil Filter and Electrical items like Bulb If
any of the free or paid service is not done as per schedule, the
11
Parts of the motorcycle getting rusted or their plating or
under this warranty are warranted only for the original warranty
Oil, Grease, used for the warranty repair are not covered under
authorized dealer.
12
authorized dealer (or) other person is authorized to extend or
INTRODUCTION
Sales promotion is one of the five aspects of the promotional mix. (The other 4
parts of the promotional mix are advertising, personal selling, direct marketing
and publicity/public relations.) Media and non-media marketing communication
are employed for a pre-determined, limited time to increase consumer demand,
stimulate market demand or improve product availability. Examples include
contests, coupons, freebies, loss leaders, point of purchase displays, premiums,
prizes, product samples, and rebates
13
organizational customers to stimulate immediate sales. These efforts can attempt
to stimulate product interest, trial, or purchase. Examples of devices used in
sales promotion include coupons, samples, premiums, point-of-purchase (POP)
displays, contests, rebates, and sweepstakes.
14
On-shelf couponing: Coupons are present at the shelf where the product
is available.
Checkout dispensers: On checkout the customer is given a coupon based
on products purchased.
On-line couponing: Coupons are available online. Consumers print them
out and take them to the store.
Mobile couponing: Coupons are available on a mobile phone. Consumers
show the offer on a mobile phone to a salesperson for redemption.
Online interactive promotion game: Consumers play an interactive game
associated with the promoted product.
Rebates: Consumers are offered money back if the receipt and barcode
are mailed to the producer.
Contests/sweepstakes/games: The consumer is automatically entered into
the event by purchasing the product.
Point-of-sale displays:-
o Aisle interrupter: A sign that juts into the aisle from the shelf.
o Dangler: A sign that sways when a consumer walks by it.
o Dump bin: A bin full of products dumped inside.
o Bidding portals: Getting prospects
o Glorifier: A small stage that elevates a product above other
products.
o Wobbler: A sign that jiggles.
o Lipstick Board: A board on which messages are written in crayon.
o Necker: A coupon placed on the 'neck' of a bottle.
o YES unit: "your extra salesperson" is a pull-out fact sheet.
o Electroluminescent: Solar-powered, animated light in motion.
Kids eat free specials: Offers a discount on the total dining bill by
offering 1 free kids meal with each regular meal purchased.
15
Sampling: Consumers get one sample for free, after their trial and then
could decide whether to buy or not.
16
For Service-Based Entrepreneurs, Here Are 9 Holiday
Getting customers to plunk down cash or credit cards remains a painfully slow
process in this struggling economy. And that's precisely why it's important--and
always will be--to lure potential buyers with promotions. In fact, coming up
with attractive promotions has become a bigger deal than ever.
After carefully and thoughtfully defining the audience and the change you want
your promotion to inspire, ask yourself this question: If you offer a time-limited
incentive, is it likely that the customers you've targeted will respond? If so,
continue to the next step.
17
2. Plan your incentive
A well-thought-out, properly targeted promotion prompts customers to take
action by offering one of these incentives:
Price offers must be strong enough to compel, but reasonable enough to keep
your business out of red ink. Avoid uninspiring 10 to 20 percent discounts, but
also avoid very deep discounts unless they promote a loss leader to generate
other higher-margin sales, or unless they'll attract valuable new customers into
your business.
Samples work in all lines of business to let customers try before buying. The
key is to sample products that are so great they'll win raves and repeat business.
18
Online-based businesses need to promote free samples prominently in an
effort to attract links, visitors, site registrations and publicity. They can be
the start of a prosperous relationship with new customers.
Retailers can turn sampling into promotional events. Think of Costco on
weekends. Another great example: Estée Lauder works with retailers to
offer women free mini-makeovers that end with customer photos (against
an Estée Lauder backdrop). These are then e-mailed to participants for
use on their social networking pages.
Service businesses would do well to give away mini versions of their
offerings. For example, five-minute shoulder massages or one-hour home
decorating consultations. Or, for higher-ticket service businesses, samples
can take the form of affordable introductory packages that allow
prospective customers to wade into the business relationship, gaining
trust for the business while also receiving a valuable service.
19
By knowing the potential bottom-line impact of your promotion, you'll have the
information you need to allocate a promotion budget, dedicate staff time and
invest the energy necessary to host a strong promotion that will deliver
business-boosting results over the time period it covers.
Increasing Value
Advertising can help your business to increase its value and build its reputation.
This can happen in two ways: either through the purchase of advertising space
in magazines, newspapers, social media or other outlets, or through editorial
coverage. Ideally, editorial coverage is the aim of many small businesses. It
costs you virtually nothing and can have long-lasting impact on building your
firm's reputation. Essentially, this is about garnering public relations. Make
contacts with your local newspaper, community organizations, and social clubs.
Take part in promoting nonprofit events or sponsor a Little League team. All of
these are ways to get your business's name out in the public without spending
money directly on advertising.
Brand Reputation
Apart from these more traditional means of increase brand value, your business
should also be concerned with its brand reputation. A solid brand reputation will
directly affect revenue, as customers will feel safe and secure in purchasing
goods and services from your company. Reputation management is about
understanding the influence of customer perceptions on your business's revenue
prospects. The idea here is to manage customer expectations, to respond quickly
to problems or issues, and to always conduct your business in an ethical way.
This concern with reputation should extend through all forms of marketing and
advertising and your approach to customer service.
20
India is an emerging country with huge potential. The domestic economy is now
growing at around 9-10% per annum and India’s importance in global terms is
being reinforced by rapidly rising exports and domestic consumption. At a time
when numbers of a slowdown and overheating in the Indian economy have
started gaining momentum, the Indian rupee sprang a surprise by pushing the
GDP figure past the trillion-dollar (42,00,000 crore) mark.
The automotive industry is at the center of India’s new global dynamic. The
domestic market expanding rapidly as incomes rise and consumer credit
becomes more widely available. Manufacturer’s product lines are being
continually expanded, as is the local automotive manufacturing base.
Expectation are high that India can develop as a global hub for vehicle
manufacturers and as an outsourcing center that offers the global automotive
industry solution high up the automotive value chain.
India eyes 25 million automotive jobs.
The automobile industry in India accounts for a business volume of $45 billion
and has the potential to grow much faster both through Indian as well as
international manufacturers who have established huge facilities in the country.
With the world’s second largest and fastest-growing population, there is no
denying India’s potential in both economic and population terms and the effect
it will have on the auto industry in the years to come.
21
The country is already off to a good start, with a well-developed components
industry and a production level of 1 million four-wheeled vehicles a year, plus a
further 5 million two- and three-wheelers.
The implications, market drivers and scope of a future massive Indian vehicle
market are covered in the India Strategic Market Profile, a brand-new forecast
of Indian automotive and related activity to 2020. Based on Max Pemberto's
unique relational long-term forecasting model, it forecasts car and CV sales,
demographics, materials usage, auto industry employment, and explains their
inter- year of healthy growth in auto industry.
INDUSTRY GROWTH:
22
US based consultancy, keystone predicts that India will become world’s third
largest automobile market by 2030. Overall size expected to exceed 20 million
with compounded annual growth rate of over 12%.
Number of models 2
2009
Number of brands 30
Number of models 70
23
for a long time. Customer satisfaction has been studied and
for the past few decades. Studies indicate that there are links
profitability.
only a few researchers have paid attention on it. For the most
24
After-sales services are often provided and consumed by two
achieved).
25
investments are required and such investments are made over
Services:
series of products.”
26
variability and often the customer is involved, perishability;
Customer Satisfaction
expectations.”
worth-of mouth.”
27
process for counteracting bad experiences, and extraordinary
to overall satisfaction.
satisfaction.
28
customer has had a bad experience, the service manager may
particularly important.
service area:
fixable equipment
providers
29
opportunities with new potential customers and matters shift
from the sales team to the production team. From the buyer’s
labor has risen, products intended for the same markets are
they seek value for money, and social changes have reflected
to services.
30
The product-service package must be defined
phase.
31
purchase. The manufacturer, retailer, or service provider
availability.
action taken. Quality, price, and service are three factors are
32
ready access to a service facility. It is knowledgeable, cost-
33
important determinant in ensuring a reasonable competitive
sales.
scooter from what was traditionally a motorcycle company. The scooter was
34
unveiled at the O2 Arena in London along with Hero’s new corporate identity in
In terms of positioning, the Maestro is pitted against the Hero Pleasure, Hero’s
is marketed as a vehicle for young riders that captures all the little quirks that
define boys. Aptly bearing the tagline of “It’s a boy thing”, the Maestro caters to
terms by its two scooter brands. Maestro has been able to crank up volumes to
the tune of 28,000 units per month in a year's time. The Pleasure which brought
in the tagline of 'Why should boys have all the fun' grosses sales of 30,000 units
The Maestro is powered by a more powerful 109c engine, and has a dry clutch
HERO and Bajaj Auto are two of the Indian companies that top
35
The two-wheeler market was opened to foreign
After facing its worst recession during the early 1990s, the two-
(HHML), Hero Group, Bajaj Auto Ltd (Bajaj Auto) and HERO
36
The other key players in the two-wheeler industry are Kinetic
Ltd (LML), Yamaha Motors India Ltd (Yamaha), Majestic Auto Ltd
(Majestic Auto), Royal Enfield Ltd (REL) and HERO Motorcycle &
37
OBJECTIVES
38
4) To Suggest :- the best way to develop sales & marketing
39
SCOPE OF THE STUDY
40
1) This study will helps the two wheeler dealers to analyse
41
RESEARCH METHDOLOGY
42
The purpose of the methodology is to describe the process
provided by
RESEARCH OBJECTIVE :
PRIMARY DATA
Primary data is gathered for the first time by the researcher for
SECONDARY DATA :
collected for the some earlier research work and are applicable
43
RESEARCH INSTRUMENT
preference rating.
METHOD OF APPROACH :
SAMPE SIZE:
respondents.
AREA OF STUDY
Muzaffarnagar.
SAMPLING METHOD
44
DATA COLLATION:
percentages.
were analyze.
45
46
DATA ANALYSIS
YES 90
No 10
47
Q.2. Which brands of bike do you have?
HERO 43
Bajaj 27
TVS 22
Suzuki 8
Total 100
Interpretation-Out of 100 respondent, 43% respondents are using hero company, 27%
respondents are using Bajaj company ,22% respondents are using TVS company ,8%
respondents are using Suzuki company
48
Q.3. How long you had it?
49
month(0%),6 month to 1 year(13.64%%) and 1 year to 2 year(22.73%). In out of 8
respondents of Hero company maximum of the respondents(62.50%) are using more than 2
year and rest of them are using less than 6 month(0%),6 month to 1 year(0%) and 1 year to 2
year(37.50%).
Q.4. Are you availing the various after sales services provided
by the 2 wheeler dealers?
`
Tota respondent-100 Yes No
81.4%
18.6% (8)
HERO (Base-43) (35)
77.78% 22.22%
Bajaj (Base-27) (21) (6)
63.64% 36.36%
TVS (Base-22) (14) (8)
Suzuki(Base-8) 100% (8) 0% (0)
50
they are availing the various after sales services provided by their dealer and rest of them are
saying No(22.22%). In out of 22 respondents of HERO company maximum of the
respondents(63.64%) are saying Yes that they are availing the various after sales services
provided by their dealer and rest of them are saying No(36.36%). In Hero company
everyone(100%) are availing the various after sales services provided by their dealer.
Q.5. Do you think your dealers charges for only real faults?
Total respondent-
Yes No
100
55.81% 44.19%
HERO (Base-43)
(24) (19)
70.37% 29.63%
Bajaj (Base-27)
(19) (8)
18.18% 81.82%
TVS (Base-22)
(4) (18)
75.00% 25.00%
Suzuki(Base-8)
(6) (2)
Interpretation- From above we see that out of 43 respondents of HERO company 55.81% are
saying Yes that their dealer charges for only real faults and rest of the respondents(44.19%)
are saying No. In out of 27 respondents of Bajaj company 70.37% are saying Yes that their
51
dealer charges for only real faults and rest of the respondents(29.63%) are saying No. In out
of 22 respondents of HERO company 18.18% are saying Yes that their dealer charges for
only real faults and rest of the respondents(81.82%) are saying No. In out of 22 respondents
of HONDA company 75% are saying Yes that their dealer charges for only real faults and
rest of the respondents(25%) are saying No.
Q.6. Are you satisfied by the time taken for the repairing by the
services of dealers?
Highly
Total respondent- Highly Can not Dissatisfi
Satisfied dissatisfi
100 satisfied say ed
ed
4.65% 67.44% 11.63% 16.28%
HERO (Base-43) 0.00% (0)
(2) (29) (5) (7)
0.00% 59.26% 18.52% 18.52%
Bajaj (Base-27) 3.70% (1)
(0) (16) (5) (5)
0.00% 54.55% 22.73% 22.73%
TVS (Base-22) 0.00% (0)
(0) (12) (5) (5)
0.00% 37.50% 50.00% 12.50%
Suzuki(Base-8) 0.00% (0)
(0) (3) (4) (1)
52
Interpretation-From above we see that out of 43 respondents of HERO company maximum
of the respondents(67.44%) are saying, satisfied by the time taken for repairing by the
services of their dealers and rest of the respondents are Highly satisfied(4.65%),Can not
say(11.63%),Dissatisfied(16.28%),and Highly dissatisfied(0%).In out of 27 respondents of
Bajaj company maximum of the respondents(59.26%) are saying, satisfied by the time taken
for repairing by the services of their dealers and rest of the respondents are Highly
satisfied(0%),Can not say(3.7%),Dissatisfied(18.52%),and Highly
dissatisfied(18.52%). In out of 22 respondents of HERO company maximum of the
respondents(54.55%) are saying, satisfied by the time taken for repairing by the services of
their dealers and rest of the respondents are Highly satisfied(0%),Can
notsay(0%),Dissatisfied(22.73%),and Highly dissatisfied(22.73%). In out of 8 respondents of
Hero company maximum of the respondents(50%) are saying, can not say by the time taken
for repairing by the services of their dealers and rest of the respondents are Highly
satisfied(0%),Satisfied(37.5%),Dissatisfied(12.5%),and Highly dissatisfied(0%).
53
Interpretation-From above we see that out of 43 respondents of HERO company maximum
of the respondents(69.77%) are saying, satisfied by the prices charges for repair and rest of
the respondents are Highly satisfied(0%),Can not say(11.63%),Dissatisfied(11.63%),and
Highly dissatisfied(6.98%).In out of 27 respondents of Bajaj company maximum of the
respondents(40.74%) are saying, satisfied by the prices charges for repair and rest of the
respondents are Highly satisfied(0%),Can not say(33.33%),Dissatisfied(25.93%),and Highly
dissatisfied(0%). In out of 22 respondents of HERO company maximum of the
respondents(54.55%) are saying, satisfied by the prices charges for repair and rest of the
respondents are Highly satisfied(9.09%),Can not say(0%),Dissatisfied(36.36%),and Highly
dissatisfied(0%). And in out of 8 respondents of HONDA company maximum of them are
saying, Highly satisfied(37.5%) and Can not say(37.5%) by the prices charges for repair and
rest of the respondents are Satisfied(25%),Dissatisfied(0%),and Highly dissatisfied(0%).
Highly
Total respondent- Highly Can not Dissatisfi
Satisfied dissatisfi
100 satisfied say ed
ed
4.65% 81.40%
HERO (43) 6.98% (3) 6.98% (3) 0.00% (0)
(2) (35)
0.00% 77.78% 18.52%
Bajaj (27) 3.70% (1) 0.00% (0)
(0) (21) (5)
9.09% 86.36%
TVS (22) 0.00%(0) 4.56%( 1) 0.00% (0)
(2) (19)
0.00% 87.50% 12.50%
SUZUKI(8) 0.00% (0) 0.00% (0)
(0) (7) (1)
54
Interpretation-From above we see that out of 43 respondents of HERO company maximum
of the respondents(81.4%) are saying, satisfied by the competency of mechanic and rest of
the respondents are Highly satisfied(4.65%),Can not say(6.98%),Dissatisfied(6.98%),and
Highly dissatisfied(0%).In out of 27 respondents of Bajaj company maximum of the
respondents(77.78%) are saying, satisfied by the competency of mechanic and rest of the
respondents are Highly satisfied(0%),Can not say(3.7%),Dissatisfied(18.52%),and Highly
dissatisfied(0%) In out of 22 respondents of HERO company maximum of the
respondents(86.36%) are saying, satisfied by the competency of mechanic and rest of the
respondents are Highly satisfied(9.09%),Can not say(0%),Dissatisfied(4.56%),and Highly
dissatisfied(0%). In out of 8 respondents of HONDA company maximum of the
respondents(87.5%) are saying, satisfied by the competency of mechanic and rest of the
respondents are Highly satisfied(0%),Can not say(12.5%),Dissatisfied(0%),and Highly
dissatisfied(0%).
Highly
Total respondent- Highly Can not Dissatisfi
Satisfied dissatisfie
100 satisfied say ed
d
62.80% 20.93% 11.63%
HERO (Base-43) 4.65% (2) 0.00% (o)
( 27) (9) (5)
85.19%
Bajaj (Base-27) 0.00% (0) 7.41% (2) 7.41% (2) 0.00% (0)
(23)
63.64% 36.36%
TVS (Base-22) 0.00% (0) 0.00% (0) 0.00% (0)
(14) (8)
12.50%
SUZUKI(Base-8) 0.00% (0) 87.50% (7) 0.00% (0) 0.00% (0)
(1)
55
Interpretation-From above we see that out of 43 respondents of HERO company maximum
of the respondents(62.80%) are saying, satisfied by the sitting arrangement for their, when
their is under going servicing and rest of the respondents are High lysatisfied(4.65%),Cannot
say(20.93%),Dissatisfied(11.63%),and Highly dissatisfied(0%). In out of 27 respondents of
Bajaj company maximum of the respondents(85.19%) are saying, satisfied by the sitting
arrangement for their, when their is under going servicing and rest of the respondents are
Highly satisfied(0%),Can not say(7.41%),Dissatisfied(7.41%),and Highly dissatisfied(0%). In
out of 22 respondents of HERO company maximum of the respondents(63.64%) are saying,
satisfied by the sitting arrangement for their, when their is under going servicing and rest of
the respondents are Highly satisfied(0%),Can not say(36.36%),Dissatisfied(0%),and Highly
dissatisfied(0%). In out of 8 respondents of HONDAcompany maximum of the
respondents(87.5%) are saying, satisfied by the sitting arrangement for their, when their is
under going servicing and rest of the respondents are Highly satisfied(0%),Can not
say(12.5%),Dissatisfied(0%),and Highly dissatisfied(0%).
Q.10. Are you satisfied by the behavior of dealers for after sales
services?
Highly
Total respondent- Highly Can not Dissatisfi
Satisfied dissatisfie
100 satisfied say ed
d
60.47% 18.60% 20.93%
HERO (Base-43) 0.00% (0) 0.00% (0)
(26) (8) (9)
59.26% 33.33%
Bajaj (Base-27) 0.00% (0) 7.41% (2) 0.00% (0)
(16) (9)
77.27% 13.64%
TVS (Base-22) 9.09% (2) 0.00% (0) 0.00% (0)
(17) (3)
25.00% 37.50% 37.50%
SUZUKI(Base-8) 0.00% (0) 0.00% (0)
(2) (3) (3)
56
Interpretation-From above we see that out of 43 respondents of HERO company maximum
of the respondents(60.47%) are saying, satisfied by behavior of dealers for after sales services
and rest of the respondents are Highly satisfied(0%),Can not
say(18.60%),Dissatisfied(20.93%),and Highly dissatisfied(0%). In out of 27 respondents of
Bajaj company maximum of the respondents(59.26%) are saying, satisfied by behavior of
dealers for after sales services and rest of the respondents are Highly satisfied(0%),Can not
say(33.33%),Dissatisfied(7.41%),and Highly dissatisfied(0%). In out of 22 respondents of
HERO company maximum of the respondents(77.27%) are saying, satisfied by behavior of
dealers for after sales services and rest of the respondents are Highly satisfied(9.09%),Can
not
say(13.64%),Dissatisfied(0%),and Highly dissatisfied(0%). In out of 8 respondents of
HONDA company maximum of them are saying Satisfied(37.5%) and Can not say(37.5%)
by the behavior of dealers for after sales services and rest of the respondents are Highly
satisfied(25%),Dissatisfied(0%),and Highly dissatisfied(0%).
Interpretation-From above we see that out of 43 respondents of HERO company are giving
the suggestion for improvement in after sales services in ,Quality of spares
parts(20.93%),Price of spares parts(30.23%),Competancy of mechanics(6.98%),Time taken
in services(74.42) and Others(4.65%).In out of 27 respondents of Bajaj company wants to
improvement in,Quality of spares parts(3.7%),Price of spares parts(48.15%),Competancy of
mechanics(18.52%),Time taken in services(70.37%) and Others(3.7%). In out of 22
respondents of HERO company wants to improvement in, Quality of spares parts(0%),Price
of spares parts(40.91%),Competancy of mechanics(9.09%),Time taken in services(77.27%)
and Others(0%). In out of 8 respondents of Hero company MESTRO SCOOTER wants to
improvement in,Quality of spares parts(0%),Price of spares parts(25%),Competancy of
mechanics(0%),Time taken in services(87.5%) and Others(0%).
Highly
Total Can not Dissatisfi Highly
satisfie Satisfied
Respondent-100 say ed dissatisfied
d
0.00% 60.47% 20.93% 11.63%
HERO (Base-43) 6.98% (3)
(0) (26) (9) (5)
Bajaj (Base-27) 0.00% 59.26% 18.52%( 22.22% 0.00% (0)
58
(0) (16) 5) (6)
0.00% 63.64% 31.82%
TVS(Base-22) 0% (0) 4.55% (1)
(0) (14) (7)
0.00% 75.00%
SUZUKI(Base-8) 25% (2) 0.00% (0) 0% (0)
(0) (6)
59
FINDINGS
60
2) Majority of the consumers are using their bike more than 2
years.
dealers.
61
11) Majority of the consumer are overall satisfied by
62
63
Suggestion
I also analyze that HERO, Bajaj, TVS & HONDA are most
the bike of HERO company and after that Bajaj, TVS & HONDA
company.
region are satisfied by the prices of spares parts & time taken
I also analyse that among all the two wheeler dealers (HERO,
customers.
65
Reccomendation
MOTORS
66
67
LIMITATIONS
of whole customer.
questions.
68
Bibliography
www.hero.com
www.nddb.com
www.google.com
www.timesofindia.com
www.economictimes.com
www.heroindia.com
www.onlinebikes.com
69
Questionnaire
Que. 1- What is Your Perception about the hero brand?
a) Very Good b) Good
Que. 4- Are You Satisfy with the pop material and equipments supply by the
company?
a) Yes b) no
.
Que.5-Did you fell any difficulty to explain the factor of any product though
catalogues or information broachers?
a) Never b)some times
b) Always
Que. 8-what is your perception on news paper articles and advertisement in order to
brand positioning to a customer?
a) Very Effective b) effective
71