REGIONAL COLLEGE

OF PROFESSIONAL STUDIES & RESEARCH

Affiliated to M.J.P Rohilkhand University, Bareilly
Pilibhit Bypass, Bareilly (UP)

PROJECT ON

COMPARISON STUDY BETWEEN

HERO HONDA
Session:2015-16

Submitted By:
Mohd.Rizwan
B.Com (Honours)II nd Year

REGIONAL COLLEGE
OF PROFESSIONAL STUDIES & RESEARCH
Affiliated to M.J.P Rohilkhand University, Bareilly
Pilibhit Bypass, Bareilly (UP)

ACKNOWLEDGEMENT
I AM EXTREMELY THANKFUL TO ALL THOSE WHO HAVE HELPED ME IN
COMPLETION OF MY PROJECT

COMPARISON STUDY BETWEEN

HERO HONDA
MY PROJECT WOULD NOT HAVE COMPLETED WITHOUT THE
ENCOURAGEMENT, GUIDANCE AND MOTIVATION PROVIDED TO ME BY

Dr. Anjali Chaudhary, Mrs.Neetu Sethi and Miss. Suryalata

LASTLY, I WOULD THANK ALMIGHTY GOD FOR GIVING ME COURAGE,
WILL AND INTELLIGENCE TO COMPLETE THIS WORK

Date:
Signature of Student
Mohd.Rizwan
B.Com.(Honours)-IInd Yr.

REGIONAL COLLEGE
OF PROFESSIONAL STUDIES & RESEARCH

Affiliated to M.J.P Rohilkhand University, Bareilly

Pilibhit Bypass, Bareilly (UP)

CERTIFICATE
THIS IS TO CERTIFY THAT THE PROJECT TITLED

COMPARISON STUDY BETWEEN

HERO HONDA
HAS BEEN PREPARED BY
MOHD.RIZWAN
AS PER REQUIREMENT OF CURRICULUM OF B.COM (HONOURS) II ND YR.
THIS WORK IS AS PER GUIDELINES LAID OUT FOR THE SAME AND IS
WORTHY OF APPROVAL

Date:

Signature of panel of Teacher

Dr. Anjali Chaudhary
Mrs. Neetu Sethi
Miss. Suryalata

LIST OF CONTENTS
CHAPTE

TITLE

PAGE

R NO.

NO.

Introduction

Research design

3.

Company profile

Product profile

Theoretical background

Data analysis and interpretation

Findings

Suggestions

SWOT analysis

10

Conclusion

11

Appendix

Questionnaire

Bibliography

INTRODUCTION

INTRODUCTION

Honda Motor Company, Ltd. Honda Technology Research

Institute Company, Honda is a Japanese multinational corporation
primarily known as a manufacturer of automobiles and motorcycles.
Honda is the world's largest manufacturer of motorcycles as well as
the world's largest manufacturer of internal combustion engines
measured by volume, producing more than14 million internal
combustion engines each year.
Honda surpassed. N is an in 2001 to become the secondlargest Japanese automobile manufacture As of August 2008, Honda
surpassed Chrysler as the fourth largest automobile manufacturer in
the United States.
Honda is the sixth largest automobile manufacturer in the
world. Honda was the first Japanese automobile manufacturer to
release a dedicated luxury brand. Aside from their core automobile
and motorcycle businesses, Honda also manufactures garden
equipment, marine engines, personal watercraft and power generators,
amongst others. Since 1986, Honda has been involved with artificial
intelligence/robotics research and released their AS IM O robot in
2000. They have also ventured into aerospace with the establishment
of GE Honda Aero Engines in 2004 and the Honda HA-420 Honda

scheduled to be released in 2011. Honda spends about 5% of its

revenues into R&D

History
From a young age, Honda's founder, Soichiro Honda had a
great interest in automobiles. He worked as a mechanic at a Japanese
tuning shop, Art Shokai, where he tuned cars and entered them in
races. A self-taught engineer, he later worked on a piston design
which he hoped to sell to Toyota.
The first drafts of his design were rejected, and Soichiro
worked painstakingly to perfect the design, even going back to school
and pawning his wife's jewellery for collateral.
Eventually, he won a contract with Toyota and built a factory
to construct pistons for them, which was destroyed in an earthquake.
Due to a gas shortage during World War II, Honda was unable to use
his car, and his novel idea of attaching a small engine to his bicycle
attracted much curiosity. He then established the Honda Technical
Research Institute in H amamats u, Japan, to develop and produce
small2-cycle motorbike engines.

Calling upon 18,000 bicycle shop owners across Japan to take

part in revitalizing a nation torn apart by war, Soichiro received
enough capital to engineer his first motorcycle, the Honda Cub. This
marked the beginning of Honda Motor Company, who would grow a
short time later to be the world's largest manufacturer of motorcycles
by 1964.

The first production automobile from Honda was theT360 mini

pick-up truck Powered by a small 356 cc straight-4 gasoline engine, it
was classified under the cheaper Kei car tax bracket. The first
production car from Honda was the S500s ports car. Its chain driven
rear

wheels

point

to

Honda's

motorcycle

origins.

RESEARCH DESIGN

DESIGN

OBJECTIVES OF STUDY

To study the profile of the organization

To understand the concept of marketing analysis
To analyze the marketing strategies of the organization
and evaluate the financial health of the company.
To know the brand image of the company.
To know their distribution channel of the organization.
To study the marketing mix of the organization.

SCOPE OF THE STUDY

As the subject Marketing Mix of Honda It helped me to
acquire the information about marketing mix of more
stress is given on marketing mix and their products.
Honda It is important to remember that how
This project relates with what specifically marketing mix is,
what its elements are and how they coincide to produce a
comprehensive, cohesive and effective sales strategy.
Honda product is perceived by the customers is
dependent on the target market.

 All the elements of the marketing mix(Product, Price,

Promotion, Physical distribution) should be developed
according to who the target market is?,
what their needs are? and
how the Honda wants its product to be perceived?

METHODOLOGY OF THE STUDY

Research as a process involves defining and redefining

problems, hypothesis formulation organizing and evaluating data,
deriving deductions, inferences and conclusions etc, after careful
testing. Data constitutes the subject matter of analysis.

The relevance, adequacy and reliability of data determine the

quality of the study. They are the basic input for constricting
measurement scales. The entire scientific process of measurement,
analysis, testing and inferences depends upon the availability of
relevant and accurate data. For this Project I have collect Data in Two
Ways:a) Primary Data

Personal interaction with company dealers and the

customers of the brand.

b) Secondary Data
Collection information from the internet.
Collection of information on history of company and
its products through the web site.

COMPANY PROFILE

COMPANY PROFILE

HMSI Honda motors and scooters factory is spread over

52 acres, with a covered area of about 85,815 square meters at
Manesar, Gurgaon district of Haryana. The foundation stone for
the factory was laid on 14th December 1999 .

The factory was completed in January 2001. The initial

installed capacity was 100,000 scooters per year, which has
reached 6,00,000 scooters by the year by 2007 and motorcycle
capacity shall be 4,00,000 per annum.

The total investment outlay for the initial capacity was Rs.
215 crores and now the accumulated investment is 800 crores.
total investment outlay for the initial capacity was Rs. 215
crores and now the accumulated investment is 800 crores.

Tokyo-based Honda Motors manufactures automobiles

and motorcycles as well as lawn mowers and snow blowers,
outboard motors and portable generators.
The company employs 131,600 people and reported
revenues of $78.2 billion in 2004.Honda makes more compact,
fuel-efficient personal vehicles than most others in the car
industry. Japanese car companies are leaps and bounds ahead
of American companies in increasing fuel efficiency, and Honda
further proved this by scoring a 62 out of 100 (second only to

Toyota) in a 2006 CERES report on corporate response to

climate change.

While this is good news for consumers and the planet,

environmental groups argue that the company is not going far
enough to curb carbon emissions.

In 2005, Honda took part in efforts to prevent stricter

greenhouse gas legislation from taking shape in California, and
the company is still a target of the Rainforest Action Network's
campaign to achieve an average fleet fuel efficiency of 50 miles
per gallon by 2010.

Honda's fleet currently averages only 25.1 miles per gallon.

Honda needs to think bigger and act more aggressively to

really curb greenhouse gas emissions and counter the global

warming trend.

Honda shine the product of honda motorcycle & scooter

india (hmsi), belongs to the 125cc segment. it is equipped with
125 cc four-stroke, air-cooled and single-cylinder engine which
is known as optimax , which can deliver 10.3 bhp @ 7500 rpm,
the ergo-tech for the ergonomics seats which can make you
feel very comfortable while riding even for long hours. and the
most important thing given for its amazing features is its engine
which can maintain optimum input for maximum output.

Its dashboard has enough light even for night time visibility.
It has all basic features, like speedometer and ODO meter on
the left and fuel gauge with on the right side three oval shaped
indicators- high beam, signal and neutral.
Technology: The Honda Shine comes with advanced
technologies, some of which are multi mapping CDI, tumble

flow combustion chamber, two-way air jacket and pulse exhaust

system, ERGO-TECH.

Main attraction: Honda Shine has grooving gears, you

can speed up and slow down the bike whenever you want very
rapidly. It has super acceleration from 0 to 60kmph in about 5
seconds. Its tyres are made of TUFFUP tube which saves it
from the possibilities of getting punctured.
Looks: Honda Shine is available in sizzling colors like:
Metallic Purple
Metallic Gray
Metallic Blue
Black and Grey with Stripes
Black and Blue with Stripes

SPECIFICATIONS OF HONDA SHINE

Engine Type

: 4 Stroke, OHC Single Cylinder

Displacement

: 124.6 cc

Net Power

: 10.3 BHP @ 7500 rpm (7.68 KW)

Torque

: 10.9 Nm @ 5500 rpm

Transmission

: Constant Mesh, 4 Speed Gear

Ignition

: Digital CDI (Multi-Mapping)

Starting

: Kick, power starter

Front Brake Type

: 130 mm Drum, 240 mm Disc

Acceleration

: (0-60 kmph) 5.3 seconds

Rear Tyre

: 2.75 18 48P (6PR)

Rear Suspension

: 3 Step Spring Loaded Hydraulic

Shock Absorber

The Marketing Mix

The Concept of the Marketing Mix. Borden began using
the term in his teaching in the late 1940's after James Culliton
had described the marketing manager as a "mixer of
ingredients". The ingredients in Borden's marketing mix
included product planning, pricing, branding, distribution
channels, personal selling, advertising, promotions, packaging,
display, servicing, physical handling. Marketing mix is the
division of groups to make a particular product, by pricing,
product, branding, place, and quality. Although some Day1
marketers have added other P's, such as personnel, packaging

and physical evidence, the fundamentals of marketing typically

identifies the four P's of the marketing mix as referring to:
1. Product
2. Place
3. Target Market
4. Price
5. Promotion

1.Product
Product is a thing process utility. For many a product
is simply the tangible, physical entity that they may be
buying or selling.
The product is the physical product or service offered
to the consumer. In the case of physical products, it also
refers to any services or conveniences that are part of the
offering.
Product decisions include aspects such as function,
appearance, packaging, service, warranty, etc The
Product Life Cycle (PLC) is based upon the biological life
cycle. For example, a seed is planted (introduction); it

begins to sprout (growth); it shoots out leaves and puts

down roots as it becomes an adult (maturity); after a long
period as an adult the plant begins to shrink and die out
(decline).
The Customer Life Cycle (CLC) has obvious
similarities with the Product Life Cycle (PLC). However,
CLC focuses upon the creation of and delivery of lifetime
value to the customer i.e. looks at the products or services
that customers NEED throughout their lives.

2.Price

New development
Advertisement and sales promotion
Product image
Trade margin
Return on investment
Profit margin
Sales volume
The price is the amount a customer pays for the product. It
is determined by a number of factors including market
share, competition, material costs, product identity and the
customer's perceived value of the product.

 The business may increase or decrease the price of

product if other stores have the same product. Pricing
decisions should take into account profit margins and the
probable pricing response of competitors.
Pricing includes not only the list price, but also discounts,
financing, and other options such as leasing. Price is also
calculated on the basis of the Demand and Supply for the
Product. Price is influenced by following factors:

3.Promotion

Distribution vehicle
Duration of promotion
Condition for participation
Size of the incentive
Sales force The various factors affecting promotion mix
Public relation
Direct Marketing
Advertising

 Sales promotion

Promotion Mix (Meaning)

Promotion is the persuasive communication about
the product by the offerer to the prospects. It covers
advertising, personal selling, sales promotion,
publicity, public relation, exhibition and demonstration
used in promotion. Largely it deals with non-price
competition The different elements of promotion mix
are as follows:
Timing of promotion

4.Physical Distribution

Physical Distribution (Meaning) - Physical Distribution is to

deliver the right goods to the right customer at the right time
and place. Physical Distribution means the process of

delivering the product to the user or consumer promptly, safely

and in time.
Physical Distribution involves planning, action and control of the
Physical flows of raw materials and finished products from the
points of origin to the points of consumption to meet the
customers needs. Distribution planning and accounting, in
bound transport, receiving, inventory management, these inplant are the warehousing, customers service, communication

Management science
Sales generating power
Scope of Marketing
inventory management Importance of Physical

Distribution
Warehousing
Transportation
components of Physical Distribution.

PRODUCT PROFILE

PRODUCT PROFILE

Honda claims the new Shine will deliver 65kpl in city

conditions.
Codenamed MC2, Honda Motorcycle and Scooters Indias
(HMSI) second bike for India, the Shine, is the latest entrant
into a packed 125cc segment.

The Shine, which will hit shelves

within April 2006, is a significant bike for
Honda, for its evident that given some time the 125cc segment
holds enough potential to grow into the
largest motorcycling segment in the market.

Our first impression of the Shine as it emerged through

confetti and fireworks at the launch can be summed into two
wordscautious and conservative.
Whether that is disappointing or not is for you to decide,
as Honda obviously feels this is what a majority of the Indian
buyers want.

The new Honda comes in twin-colour codes with a

tidy front fairing that harks of bigger bro Unicorns beak.
Compared to the Unicorn, the Shine has instruments that are
boring, though the bike does well for itself with neat switches. A
hefty and cleverly chiselled fuel tank comes with well-designed
knee recesses and a familiar filler-cap in chrome.
Accommodating 11litres of juice, this tank blends into
boomerang-shaped side panels that lead backwards into a
smooth brake-warning lamp.
The Shines grab rail is straightforward and non-alloy.
Lending relief lower down is a shiny chrome silencer heat
shield. While the Shine will not immediately offer an electric
start option, HMSI has announced this will form part of its
package

in

July.

The bikes four-stroke, air-cooled and single-cylinder

engine has been termed Optimax by the marketing brains, and

is broadly a scaled down version of the Unicorn power plant.

Power output is 10.3bhp at 7500rpm, a full bhp lower than its
direct competitorBajajs Discover. One can expect the near
vertically mounted 124.6cc Shine engine to offer refinement
typical of Honda, although we must reserve any further
comment till we actually test it. A CV type carburettor performs
mixing duties on this bike, and breathes into the cylinder via a
purposely long and thin induction manifoldthats for faster airfuel intake velocity and subsequently better volumetric
efficiency.

The Shines rubber-damped alloy-cylinder is

built to permit beneficial tumble-flow character,
which allows burning of a leaner mix. As on the Unicorn, theres
an offset crankshaft to minimise piston and cylinder friction,
while the cylinder head is cast with twin-air channels that aid
prompt cooling.

Roller bearings are incorporated on the rocker fingers of

this engine, while a multi-map CDI system factors throttle angle

into delivery of the best spark intervals. A clever feature on the
Shine is Honda using a specifically lightened drive-chain to help
transfer final-drive rights to the rear-rim.
The heel-and-toe shift operated gearbox is four-speed and
shifts all-up. Brawny power delivery low in the power band is a
much-needed feature on Indian roads, and Honda says it has
got that covered. At the same time, their R & D team has been
on the ball and has used slightly taller gearing allowing the bike
to hold higher velocity at lower engine speeds to stay as fuelefficient as possible. Claimed mileage from the factory is a
sensible 65kpl.

A single downtube frame skeleton holds the Shine

together, and bolts its engine on as a stressed member. At front
there are telescopic forks for suspension, while the rear
curiously does not deploy a cutting-edge monoshock as found
on the Unicorn.
Honda has decided in favour of
boring hydraulic twin-shocks, spokeequipped rims and an outdated tubular swingarm for the Shine.
Puncture resistant 2.75 x 18 inch tyres are the norm front and
rear. The seating position is visibly upright and commuterfriendly, with a seat that does look broad and feel well-padded
to touch.

The Shine sells with a front disc brake and comes in

red, blue, purple, grey or an attractive black paint scheme.
The Shine enters its segment priced significantly higher than
the class-leading Bajaj Discoverin spite of that bike offering
further value for money with twin-plug technology, a box section
swing

arm

and

alloy

rims

all

as

standard

fare.

Fact file
Price

: Rs 46,885/49,030 (ex-showroom Pune)

On sale

: April 2006

L/W/H

: 2015/730/1070mm

Wheelbase

: 1265mm

Ground clearance

: 175mm

Fuel tank capacity

: 11litres

Kerb weight

: 118kg

Power

:10.3bhp at 7500rpm

Torque

: 1.1kgm at 5500rpm

Specific output

: 82.6bhp per litre

Power to weight

: 87.2bhp per tonne

Gearbox

: 4-Speed, 4-up

Front suspension

: Telescopic forks

Rear suspension

: Double sided swing arm

Front brake

: 240mm disc/ 130mm drum

Rear brake

: 130mm drum

Wheel

: Wire spoke

Size

: (front/rear) 1.6 x 18/ 1.6 x 18inches

Tyre size

: (f/r) 2.75 x 18/ 2.75 x 18 inches

Engine

: Single-cylinder, air-cooled, four-stroke,

124.6cc

Honda Shine Details

Type :

Air

Engine:

124.6 CC

Cooled,
OHC, 4
Gear Box:

Stroke
Consta Maximum

10.3 BHP @ 7500

nt

rpm (7.68

Power:

Mesh, 4
SpeedG
Dimensions & Weights
Overall Length
2015 mm
ear
Overall Width
730 mm
Dimensions:
2015 x1070
Ground
Overall
Height
mm
Wheel Base
1265 mm
(LxWxH)
Clearence:
Ground
Clearance 730 x 175
mm
Kerb Weight
-Fuel Tank Capacity 1070 11 liter
Reserve
1.3 liter
mm -Seat Height
Saddle Height
-Max Payload
-Electricals
Battery
12 - 12.5 AH
Head Lamp Mui Reflector 12 V / 35 W
Tail / Stop -Lamp
Side

--

Indicator
Lamp
Horn
System

---

KW)

175 mm

Performance
Maximum Speed
-Transmission
Gear box
Constant Mesh 4 SpeedGear
Clutch
-Tyres & Wheels
Front
2.75 - 18 42P
Rear
2.75 - 18 48P

Chassis & Body

Frame Type
Engine
Type
Air Cooled OHC 4 Stroke
No of

Single Cylinder

Cylinders
Displacemen 124.6cc
t
Max Power 10.3 BHP @ 7500 rpm
Max Torque 1.1 -m @ 5500 rpm
Bore x
--

Stroke
Ignition
Digital CDI
Carburettor CV Type
Max Speed 100
Compression -Ratio
Final Drive -Air Cleaner --

Suspensions
Front Suspension
Rear Suspension

Telescopic Fork
3 Step Spring Loaded
Hydraulic Shock Absorber

Brakes
Front Brakes
Rear Brakes

240 Disc / 130 Drum

130 Drum

I am really in love with Hondas cute starter segment bike, the

Honda Shine. With 125cc engine, I feel that this bike does a
very good job in giving you comfort, mileage and descent looks.
Heres a review of the various aspects of Honda Shine.

Styling: The looks of the bike is not sporty like the Glamour,
the competitor from Hero Honda. But I feel that the bike has a
different focus than the latter. The bike has been designed for
the office commuter in mind who needs plain and neat looks. If
you are a college student, choose to buy the honda shine which
has the same 125cc engine but a sporty and trendy outfit.

Performance: Many users have told me that the bike vibrates

when it is taken above 60 km/hr. But one has to remember that
this is a 125cc bike and not a 150cc one. But at low speeds, the
acceleration is fantastic. The bike gives a mileage of more than
50kmpl for sure but it can give higher number if you maintain
the right air pressure in the tires and get your bike serviced
regularly.

The bike has very good handling, the ergonomic seats

make it very comfortable for all day riding. Gearing is a

noticeable feature in Shine. A owner of Honda Shine says

Gearing is very user friendly. Frequent gear shifting is not
required. You can ride at quite low speeds without down
shifting. For example: if I am going in 4th gear and I approach
a speed breaker, I have been able to slow down to around
20kmph, cross the speed breaker and then accelerate again all
the while remaining in 4th gear. Wow! That makes city riding
more comfortable.

The dashboard has the basic features built into it. Speedometer
and ODO meter on the left and fuel gauge with three indicators
(high beam, signal, and neutral) on the right. The indicator
lights look cute in oval shape, dont you think so? And they are
bright enough so that it is visible even in broad day light.

Verdict: Honda Shine sets itself apart from other bikes in 125cc
segment. You know why? It is a original Honda make. Honda is
known for high quality of parts, durability and pride of
ownership. Overall this is a good bike which I would
recommend to my uncle, but not my friend!
Honda Shine 125cc Specifications:
Engine Type: 4 St, Air Cooled OHC Single Cylinder
Displacement: 124.6 cc

Net Power: 10.3 BHP @ 7500 rpm (7.68 KW)

Torque: 1.1 Kg-m @ 5500 rpm (10.9 Nm)
Rear Suspension: 3 Step Spring Loaded Hydraulic Shock
Absorber
Transmission: Constant Mesh, 4 Speed Gear
Front Brake Type: 240mm Disc / 130mm Drum
Acceleration (0-60 kmph): 5.3 Sec.
Rear Tyre: 2.75 18 48P(6PR)

Great looks-great performance has been incorporated

perfectly in Honda Shine. Built on a light but advanced diamond
frame with double suspension, this 125 cc bike makes your

traveling experience smooth and jerk free. Considering the right

body stance while driving, Honda Shine takes lead with its Ergo
Tec body designing giving more decent looks to the bike.

The all new good looking Honda Shine is packed with

cutting edge technological inputs and catchy features. Honda
Shine is teamed up with revolutionary 125 cc four-stroke, aircooled and single-cylinder engine named as OPTIMAX that
delivers a classic 10.3 BHP @ 7500 rpm. Shine from Honda
Motors claims to achieve the speed of 0-60 K.M. within 5
seconds with a mileage of 65 Kmpl.

The Honda Shine 125 cc is also packed with host

of advanced technologies like tumble flow combustion
chamber, multi mapping CDI, two-way air jacket and pulse
exhaust system. Honda Shine has been designed on the
ERGO-TEC technology for true riding comfort perfect body
posture.

Striking Features
The Optimax engine, 02 way air jacket and CV carburetor
makes the Shine an automatic 2 wheeler as it reduces the
usage of clutch.
New Aero dynamic design for enjoyable riding.
Multi mapping CDI with throttle sensor for proper ignition.
Tumble flow combustion chamber for better fuel
efficiency..
Intense tail lamp, aerodynamic front cowl and fuel tank
knee grip gives Shine decent and stylish looks..
Ergo Tec design, strong & flexible diamond frame with
three step hydraulic double suspension for true riding
comfort.
Tyres fitted with TUFFUP tube that reduces the puncture
possibilities.

 Roller rocker arm for better power output

Colours
The 125 cc Honda Shine is available in 05 sizzling colors :
Wild Purple Metallic
Geny Gray Metallic
Vibrant Blue Metallic
Black with Grey Stripes
Black with Blue Stripes

Price
Model Variants

Ex-showroom Price (Rs.)

Shine Kick-Drum-Spoke 40,746

Shine Self-Disc-Alloy

47,906

Shine Self-Drum-Alloy

45,839

Technical Specifications
Dimensions & Weight
Wheelbase (mm)

1265

Length (mm)

2015

Width (mm)

730

Height (mm)

1070

Ground Clearance
175
(mm)
Weight (kgs)

122

Engine
Air Cooled, 4 Stroke OHC Single
Model Designation
Cylinder
Starting

Self Start/Kick Start

Transmission

Constant Mesh, 4 speed gears

Displacement (cc)

124.6

Gear Shift Pattern

All Up

Carburetor

CV Type

Suspension
Front

Telescopic Fork
3 Step Spring Loaded Hydraulic

Rear
Shock Absorber.
Brakes
Front

Disc/Drum Type (240/130 mm)

Rear

130 mm Drim

Tyres
Front

2.75 X 18" 42 P

Rear

2.75 X 18" 48 P

Fuel Tank (Litre)

11 (1.3 Litre reserve)

Performance
Max. Horsepower
7.68 KW(10.3 bhp) @ 7,500 RPM
(ps/rpm)
Max. Torque (kg
10.9 NM @ 5,500 RPM
m/rpm)
Accelaration 0-60
5.3 sec.
KMPH
Mileage

65 Kmpl

THEORETICAL BACKGROUND

THEORETICAL BACKGROUND
Marketing concept concerns with Identifying and
satisfying the needs and wants of consumers by providing a
market offering to fulfill those needs and wants through
exchange processes, profitably. Some important points of
marketing

1. Consumers of goods or services may be individuals or

organizations, or other groups, for example voters supporting a
political candidate.

2. The term market offering is used deliberately as this can

mean a physical good, or a service, or a combination of the

two, or it can be extended to cover other entities to which the

marketing concept may be applied, for example political figures
and ideas, pop music and charitable causes.

3. The idea that an organization will seek to fulfill consumer

needs profitably is not restricted to financially profitable goals
as not all organizations aim to make profits as such, for
example non profit making concerns such as medical and
educational institutions, or groups such as the scouts
organizations, may adopt marketing principals, but their end
objective may be counted in ways other than cash profit.

DATA ANALYSIS AND INTERPRETATION

DATA ANALYSIS AND INTERPRETATION

INTRODUCTION

Meaning:The act of interpreting; explanation of what is

obscure; translation; version; construction; as, the
interpretation of a foreign language, of a dream, or of
an enigma.
The sense given by an interpreter; exposition or
explanation given; meaning; as, commentators give
various

interpretations

of

the

same

passage

of

Scripture.
The power or explaining.
An artist's way of expressing his thought or embodying
his conception of nature.

The act or process of applying general principles or

formulae to the explanation of the results obtained in
special cases.
Particular No.of

percenta

ge

respondents

22-30

22

44%

30-40

12

24%

40-50

11

22%

50&above

05

10%

Total

50

100%

AGE GROUPS OF RESPONDENTS

INTERPRETATION:

It is obvious from the table respondents who is in the age

group of 22-30 years have more preferred the Honda shine when
compared to other groups the second place goes to the respondent
whose age group is in between 30-40and either percentage is 24.

Two wheelers monthly sales in India

Colours of the bike in Honda shine

Indian domestic vehicle sales(2010-2011)

FINDINGS

FINDINGS
SUMMARY OF FINDINGS
1.In the age group of respondents we come
across 44% of respondents or from the group of
22-30 and most of them are from the student
group.
2. In the influencing factor of the buying the
vehicle 40% of the respondents are influenced by
the comfort .
3. Around 56% of the respondents say that
mileage range of the vehicle is around 50-6-kms
per litre.
4.Nearly 90% of the respondents saying the
vehicle is suitable on road condition and climate
and cost of maintenance per month is medium.

5.Around 56% are in the opinion that the price of

the vehicle is considered to be economic and
majority of the respondents are aware of the
other vehicles in the Honda shine.
6.In the resale value Honda shine it is found that
nearly 80% of the respondents agree for the
resale value of the Honda shine.
7.Around 66% of the respondents are highly
satisfactory after sales and services from the
dealer and 60%say the style of the vehicle is well
and good.

SUGGESTIONS

SUGGESTIONS

Since there is an increase in the demands for Honda

shine in market I hereby suggested that

Postioning : good positioning of Honda shine is to be done to the

target group to increase sale of volume and market share.

Massive advertisement : in order to promote sale of vehicle the

company should undertake massive advertisement through different
medias as there is a cut throat competition from the rivals in the
market advertisement is must.

Sales service: I suggest that Honda shine should promise excellent

sales service to the customer which will plus point to the company
brand image.

Mileage range :the mileage given by the Honda shine medium

compared to others two wheelers therefore I suggest that the company
should increase the mileage of the vehicle by adopting the latest
technology in order to increase the sales volume.

SWOT ANALYSIS

SWOT Analysis

S=Strengths
W=weaknesses
O=opportunities
T=threats

1.Strengths
wide variety of models and variants
strong distribution network
strong technological support from R&D centre
low cost attractive entry level models
good high end fun racing models
major players in the automatic gear scooter
segment

 cost effective models in all segment

Brand good will

2. Weaknesses

Market stagnation

High competition from different brands

Only few commuter attracted models

Very late delivery

Low production capacity

Varied model compatibility

3.Opportunities
Tremendous demand of two-wheelers in the market
Varied customer tastes

 Lack of competition in scooter market

Stringent pollution norms
Rise in buying power of youth and women
Crazy for run racing bikes
100% FDI allowance in automobile industry

4.Threats
Decrease in the buying of scooters
Entry of new brands in the market
High Stringent pollution norms
Dynamic technology implementation in automobile
sector

CONCLUSION

CONCLUSION

Honda is positioning itself in the Indian market for different

segments targeting as trendy youth bikes ,racing ,fashionable and
mainly as common man commodity bikes by introducing different
models and variants.

To cope up with the marketing competition it depends on

different marketing communications to reach and attract the masses. So
far it had managed but the way of

multi positioning requires quit

rigorous marketing strategies with smart marketing

communication for

different positioning markets of Honda Two Wheelers in order to

succeed. Thus it can be concluded that
Honda Unicorn and Stunner is catching the eyes of the youths.
Active is the most preferred moped.
It can also be concluded as these dealers have Authorized
Sales Points under them for the area allotted to them. Having a single
intermediate for each district involves less cost. Shine is preferred by
working class of the society.
Style wise Stunner ranks after Karizma of Hero Honda Activa
is best preferred by women.

QUSTIONNAIRE

QUSTIONNAIRE

Dear Sir/ Madam

I am very happy to introduce my self as Mr, SHIVARAJ B.B.M Final
Year Student of T.S.S.B.B.M.College, Raichur.undergoing project

title Customer satisfaction towards Honda shine at Raichur as a

part of my curriculum activity i would like to have response,which
will be kept confidential and used for required purpose.
I kindly request to spare your valuable time to go through
and fill the questionnaires

Name

Occupation

Phone / Mobile

Email ID

Address

1) Monthly household income

10000- 20000

[ ]

20000-30000

[ ]

30000-40000

[ ]

40000 and above

[ ]

2) Which colour model do you own presently?

Candy Blazing Red

[ ]

Black with Blue Stripes

[ ]

Excellent Blue Metallic

[ ]

Vibrant Green Metallic

[ ]

Cloud Silver Metallic

[ ]

3) When did you purchase your bike?

1 year back

[ ]

2 year back

[ ]

3 year back

[ ]

4 year back and above

[ ]

4) What information sources did you use before purchasing your

Glamour?
Newspapers

[ ]

Magazines

[ ]

Internet

[ ]

Auto Show

[ ]

Friends

[ ]

Other Sources Please Mention

[ ]

5)What do you think about your vehicle?

Costly

[ ]

Reasonable

[ ]

Value for money

[ ]

6) Do you think the price of the Glamour is affordable and reasonable?

Yes

[ ]

No

[ ]

7) How is the performance of your vehicle?

Excellent

[ ]

Good

[ ]

Satisfactory

[ ]

Bad

[ ]

8) How is the maintenance cost of your vehicle?

High

[ ]

Reasonable

[ ]

Low

[ ]

9) What is your opinion about the availability of spare parts for your
Glamour?
Satisfactory

[ ]

Un satisfactory

[ ]

10) How often did you get your unicorn serviced?

Every 3 months

[ ]

Every 6 months

[ ]

Every 9 months

[ ]

No fixed schedule

[ ]

11) For servicing your unicorn do you go to?

Dealer

[ ]

Honda authorized service centers

[ ]

Unauthorized workshops

[ ]

All

[ ]

12) How satisfied are you with the after sales service of your Glamour?
Very satisfied

[ ]

Satisfied

[ ]

Dissatisfied

[ ]

Very dissatisfied

[ ]

13) Would you like to buy a Glamour again?

Yes

[ ]

No

[ ]

14) Would you influence others to purchase a Glamour?

Yes

[ ]

No

[ ]

BIBLIOGRAPHY

BIBLIOGRAPHY
To prepare this project report help was taken from various books
mentioned below:

Reference:
1."Move Over, Volvo: Honda Sets New Safety Standard for
Itself", an article in the "News" section of the March, 2004
issue of Motor Trend,

2.2004 Annual Corporate Report

3.The story of Honda's entry and growth in the American
market is documented in Terry Sanders' film The Japan
Project: Made in Japan. Honda

INTERNET SOURCES

4.Honda's Corporate History

5.Honda Motorcycles at the Open Directory Project

6.Honda Worldwide site

7.Honda Press Library

8. http://en.wikipedia.org/wik

9.www.hondashine.com

10.www.gaadi.com