MINOR PROJECT REPORT

On

MARKETING COMMUNICATION
STRATEGIES OF YAMAHA MOTORS
Submitted in partial fulfilment of the requirement of
Bachelors of Business Administration (BBA)

Session 2016-17

Under the Guidance of:

Submitted by:

Vikram Kumar Sharma

Yash Mahajan

Assistant Professor

BBA-III Sem
51725501715

JIMS ENGINEERING MANAGEMENT TECHNICAL CAMPUS

48/4, Knowledge Park III, Greater Noida-201306 (U.P)
Guru Gobind Singh Indraprastha University, Delhi

INDEX
S.NO.

TOPIC

PAGE
NO.

1.

CONCEPTUAL DISCUSSION

2.

INTRODUCTION
2.1 Overview of the Automobile Industry
2.2 About the Indian Mobile Industry
2.3 Company Profile
2.4 Market presence
2.5 History

3.

2.6 SWOT analysis

RESEARCH METHODOLOGY
3.1

Data Sources

3.2

Objective

4.

3.3 Limitations of the Project

ANALYSIS / STUDY OF TOPIC

5.

FINDINGS

6.

CONCLUSION

7.

BIBLIOGRAPHY

DECLARATION

I hereby declare that this Minor Project Report titled Marketing

Communication

Strategies of Yamaha Motors submitted by me to JEMTECH, Greater Noida is a bonafide

work undertaken during the period from

to

and has not been submitted

to any other University or Institution for the award of any degree diploma / certificate or
published any time before.

(Signature of the Student)

Name: YASH MAHAJAN
Enroll. No.: 51725501715

Date: /

/ 2016

BONAFIDE CERTIFICATE

This is to certify that as per best of my belief the project entitle (Title of the Project)
is the bonafide research work carried out by (Name of the Candidate) student of
BBA, JEMTECH, Greater Noida, in partial fulfillment of the requirements for the
Minor Project Report of the Degree of Bachelor of Business Administration.
He / She has worked under my guidance.
-------------------Name: VIKRAM KUMAR SHARMA
Project Guide (Internal)
Date:
Counter signed by
------------Name: Dr. ARUN CHATURVEDI
Director
Date:

ACKNOWLEDGEMENT
On the onset I would like to take this opportunity to thank Mr. Ken Kumamoto, chief
general manager and marketing head of marketing planning and research of Yamaha
Motor India Sales Pvt. ltd for providing his invaluable support, suggestions and
guidance during the course of my on job training. I would not have been able to learn
so much without his mentoring.
I am highly indebted to Mr. VIKRAM KUMAR SHARMA,
SHARMA, whose constant guidance
and prudent suggestions went a long way in the successful completion of the project.
Last but not the least I want to thank the almighty by whose grace I was able to
complete the project in the stipulated time.

YASH MAHAJAN
BBA 3rd Semester
51725501715

EXECUTIVE SUMMARY
Holding the true spirit of commitment to customer satisfaction - Yamaha Motor India
is enriching lives of people with the same ingenuity and enthusiasm as its parent
company - Yamaha Motor Corporation, Japan. Having operated in India as technology
provider for almost two decades, YMI was incorporated in August 2001 as a 100'%
subsidiary of YMC, Japan. Since then they have been in the process of redefining
their business processes and extending the awe and power associated with the legacy
of the Yamaha Group.

Fonder of YAMAHA TORAKUSU YAMAHA

Adhering to their Corporate Mission - "Creating Kando - Touching Your Heart" they
are striving to touch every Heart across the length and breadth of India
They are aware of the customers' evolving needs and provide them with quality
products and services of exceptional value that surpass their expectations. They
believe in nurturing and empowering the employees to the fullest. Whilst cultivating
the employees creativity and all round abilities, they have also established an
equitable system of evaluation and rewards to encourage the people to strive towards
newer benchmarks.

Marketing communication is one of the most important branched of marketing

planning. It makes product a brand, just making a nice product is not enough but to
make it popular among customer proper communication strategy is the must. As every
company desires a strong customer base and each company has its own unique USP.
Hence the main purpose of marketing communication.
Creates a brand
Increases brand awareness in market
Differentiates a brand from other brand
Communicates about various schemes & activities

Yamaha is now focusing a lot on marketing communication. As the company has lost
its presence in the market. Many customers are not aware of the product offered by
Yamaha. It is overshadowed by it Competitors, as Bajaj, Hero Honda are doing very
aggressive marketing.

CHAPTER 1
CONCEPTUAL DISCUSSION
Marketing communications strategy
In different marketing channels and tools in combination. Marketing communication
channels focuses on any way a business communicates a message to its desired
market, or the market in general. A marketing communication tool can be anything
from: advertising, personal selling, direct marketing, sponsorship, communication,
promotion and public relations.
MCS

are made up of the marketing mix which is made up of the 4P's: Price,

Promotion, Place and Product, for a business selling goods, and made up of the 7P's:
Price, Promotion, Place, Product, People, Physical evidence and Process, for a service
based business has the fundamental goal of increasing sales and achieving a
sustainable competitive advantage. Marketing strategy includes all basic, short-term,
and long-term activities in the field of marketing that deal with the analysis of the
strategic initial situation of a company and the formulation, evaluation and selection
of market-oriented strategies and therefore contribute to the goals of the company and
its marketing objectives.

4Ps :-

1.Product
Refers to what the business offers for sale and may include products or services.
Product decisions include the "quality, features, benefits, style, design, branding,
packaging, services, warranties, guarantees, life cycles, investments and returns".

2.Price
Refers to decisions surrounding "list pricing, discount pricing, special offer pricing,
credit payment or credit terms". Price refers to the is the total cost to customer to
acquire the product, and may involve both monetary and psychological costs such as
the time and effort expended in acquisition.

3.Place
Is defined as the "direct or indirect channels to market, geographical distribution,
territorial coverage, retail outlet, market location, catalogues, inventory, logistics and
order fulfilment". Place refers either to the physical location where a business carries
out business or the distribution channels used to reach markets. Place may refer to a
retail outlet, but increasingly refers to virtual stores such as "a mail order catalogue, a
telephone call centre or a website ".

4.Promotion

Refers to "the marketing communication used to make the offer known to potential
customers and persuade them to investigate it further ". Promotion elements include
"advertising, public relations, direct selling and sales promotions.

CHAPTER 2
INTRODUCTION
INTRODUCTION
2.1 OVERVIEW OF MOTORCYCLE INDUSTRY IN INDIA
A two-wheeler is used as a personal/family vehicle or a goods carrier in the
developing countries, whereas it is confined to sports/racing (heavy motorcycles) or
short distance shopping (mopeds) in developed countries.
The world two-wheeler market is dominated by Japan. Japanese manufacturers
account for around 65% of the total two-wheeler production in the world. However,
production within Japan has been declining due to lower domestic demand and shift
in manufacturing base outside the country. Japan is also the world's largest exporter of
two-wheelers in the world controlling around 75% of the world trade. Its major
markets are China, USA and Europe. In terms of player positions, Honda Motors
Corporation, Yamaha Motors and Suzuki Motors Corporation share the top three slots
in the world two-wheeler market. The table below shows the production and sales
figures of motorcycles and scooters in Japan during the past decade More than 50% of
the production in Japan is exported out of the country. This scenario contrasts directly
with the Indian scenario. In India, only about 2% of the production in FY99 was
exported.
10

The Asian continent is the largest user of two-wheelers in the world. This is due to
poor road infrastructure and low per capita income, restrictive policy on car industry.
The technology for two-wheelers is not as well developed as for car industry. This is
due to oligopoly between top five players in the segment, compared to thirty
manufacturers in the car industry
2.2 INTRODUCTION TO THE INDIAN MOTORCYCLE INDUSTRY
The Indian two-wheeler industry is dominated by three players, Bajaj, YAMAHA
MOTORS and TVS Suzuki, who account for 80 percent of the total two-wheeler
market. The other players including Kinetic Engineering, LML and others account for
the remaining 20 percent of the market. The industry can be divided into three broad
segments: Scooters, motorcycles and mopeds. In the scooters segment Bajaj is the
market leader, YAMAHA MOTORS is the market leader in the motorcycles segment
and in the segment of mopeds, TVS controls the major chunk of the market.
Most Indian players in the two-wheeler industry had been into some kind of strategic
alliance, technical collaboration or joint venture with foreign players, mainly Japanese
firms. Hero-Honda, is a joint venture between the Munjal-promoted Hero Group and
Honda Motor Co. of Japan; TVS-Suzuki was an alliance with TVS and Suzuki Motors
(till September 2001); Bajaj-Kawasaki a joint venture between Bajaj Motors and
Kawasaki; and Yamaha-Escorts, a joint venture between Escorts and Yamaha Motor
Corp. (till June 2001).
Indian automobile market, be it the two-wheeler segment, the three-wheeler segment
or the car segment, is yet to come to a stage where all the models are developed
indigenously. For years now, Indian companies have been dependent on their foreign
joint venture partners or collaborators to provide them with the technical know-how.
This trend too is in for a change. Leading the pack in this arena is Bajaj, which has
been Successful at designing models in-house. Bajaj's Saffire and Spirit, have been
able to bag the scooter of the year award for 2003 and 2004 respectively. In fact, its
Spirit was adjudged the "Indigenous product design of the year" for the year 2000.
The recently launched Pulsar from the Bajaj stable is yet another home-grown
product, albeit in tandem with Japanese design house, Tokyo R&D. Bajaj has been
laying increased emphasis on its R&D so as to be able to launch new products to tap
the markets at all possible price points. Other companies too are adapting the strategy
of designing and developing products indigenously. TVS's Victor is yet another
11

development in this direction and this indigenously built model has been a success in
themarkets.

2.3 COMPANY PROFILE

Yamaha Motor Company Limited,a Japanese motorized vehicle-producing
company (whose HQ is at 2500 Shingai, Iwata, Shizuoka), is part of the Yamaha
Corporation. After expanding Yamaha Corporation into the world's biggest piano
maker, then Yamaha CEO Genichi Kawakami took Yamaha into the field of motorized
vehicles on July 1, 1955. The company's intensive research into metal alloys for use in
acoustic pianos had given Yamaha wide knowledge of the making of lightweight, yet
sturdy and reliable metal constructions. This knowledge was easily applied to the
making of metal frames and motor parts for motorcycles. Yamaha Motor is the world's
second largest producer of motorcycles. It also produces many other motorized
vehicles such as all-terrain vehicles, boats, snowmobiles, outboard motors, and
personal watercraft.
Yamaha Motor Co. is now a separate corporation, no longer a direct subsidiary of the
Yamaha Corporation. They still share the same name and the trademark tuning fork
logo, however with a small difference in the logotype of their name. The "M" in
Yamaha is different - while the Motor Cops M extends all the way down to the
baseline, the M of Yamaha Corp. is cropped in the lower middle part. Still, a close tie
is kept between the two sisters organizations. An example is a Yamaha manufacture
plant in Indonesia, which both produce vital engine parts for motorcycles, and all
hardware for Yamaha Drums and several of their entry-line drum kits.
In 2000, Toyota and Yamaha Corporation made a capital alliance where Toyota paid
Yamaha Corporation 10.5 billion yen for a 5 per cent share in Yamaha Motor
Company while Yamaha and Yamaha Motor each bought 500,000 shares of Toyota
stock in return.
In 2006, Yamaha came under the investigation of the Japanese government for selling
dusting helicopters to China, technology that could potentially be used for weapons.
YAMAHA MOTORS INDIA
12

Yamaha Motor India Sales Pvt Ltd is a wholly owned subsidiary of Yamaha Motor
Co, Ltd, Japan. Its product range includes Gladiator, G5 in the standard segment and
Crux and Crux S in the basic segment.

Holding aloft the spirit of commitment to customer satisfaction Yamaha Motor India
Sales Pvt Ltd is enriching lives of people with the same ingenuity and enthusiasm as
its parent company - Yamaha Motor Corporation, Japan.
Having operated in India as technology provider for almost two decades, YMI was
incorporated in August 2001 as 100'% subsidiary of YMC, Japan. Since then they
have been in the process of redefining their business processes and extending the awe
and power associated with the legacy of the Yamaha Group.
Holding the true spirit of commitment to customer satisfaction - Yamaha Motor India
is enriching lives of people with the same ingenuity and enthusiasm as its parent
company - Yamaha Motor Corporation, Japan. Having operated in India as technology
provider for almost two decades, YMI was incorporated in August 2001 as a 100'%
subsidiary of YMC, Japan. Since then they have been in the process of redefining
their business processes and extending the awe and power associated with the legacy
of the Yamaha Group.
Adhering to their Corporate Mission - "Creating Kando - Touching Your Heart" they
are striving to touch every Heart across the length and breadth of India

13

ESTABLISHING A CORPORATE ENVIRONMENT THAT FOSTERS SELFESTEEM

They believe in nurturing and empowering their employees to the fullest. Whilst
cultivating their employees creativity and all round abilities, they have also
established an equitable system of evaluation and rewards to encourage their people to
strive towards newer benchmarks.
YAMAHA MOTOR INDIA PVT LTD (YMI)
About Yamaha Motor India Private Limited: Yamaha Motor made its initial foray into
India in 1985. Subsequently in 1996, it entered into a 50:50 joint venture with the
Escorts Group. However, by mutual consent, Yamaha acquired stake in the remaining
half as well three years ago, bringing the Indian operations under its complete control
as a 100 % subsidiary of Yamaha Motor Co., Ltd, Japan. The company pioneered the
performance bike segment with the launch of its 100 cc 2-stroke motorcycle RX 100.
Since then, it has introduced an entire range of 2-stroke and 4-stroke bikes in India.
Today, its product kitty includes CRUX in the Basic segment, Libero & RX135 in the
Standard segment and Enticer in the pleasure segment. With the launch of various 4stroke motorcycles, which give true value for money in terms of superior mileage,
performance & durability, the company has gained the reputation of a reliable 4stroke Motorcycle manufacturer.
An agreement has recently been reached between Yamaha Motor Co., Ltd. (YMC)
and its joint venture partner in India, Escorts Limited (Chairman and Managing
Director: Mr. Rajan Nanda. Location: Faridabad, suburbs of New Delhi) under which
YMC will acquire all of the 26% of the stock presently held by Escorts Limited in the
two companies' motorcycle manufacturing and marketing joint venture, Yamaha
Motor Escorts Ltd. (YMEL).
The aims of this move to make Yamaha Motor Escorts a 100% YMC subsidiary are to
increase the overall speed of managerial and business decisions, to improve product
development capabilities and production efficiency, while also strengthening the
marketing organization. Plans call for the change in the company's name and other
procedures to be completed by the end of June.
Ever since the establishment of the first technical assistance agreement between the
two companies in 1985, YMC and Escorts Limited have built a cooperative
14

relationship dedicated to the manufacture and sales of Yamaha brand motorcycles in

an environment of growing motorcycle demand in the Indian market. In November of
1995, the two companies established the joint venture company Escorts Yamaha
Motor Limited, based on a 50-50 capital investment. In June of 2000, that investment
ratio was changed to 74% for YMC and 26% for Escorts Limited and YMC assumed
managerial control of the company with the name being changed to YMEL and
undertook

numerous

measures

to

build

the

operations.

company's motorcycle manufacturing and marketing In addition to YMC acquiring

Escorts' 26% of YMEL stock, the company's name will be changed to Yamaha Motor
India Private Limited (YMI) and concerted efforts will be made to heighten its
competitiveness in the Indian market and promote the spread of the Yamaha brand
with target themes of developing products with greater appeal and a distribution
network that can respond more quickly to user needs.
Furthermore, YMC will work to develop YMI as an exporter of business type
motorcycles to neighboring countries and other markets such as Africa and Latin
America, and also as a production base that can assume a variety of roles in Yamaha's
global manufacturing network.
Presently, India's annual motorcycle demand has grown to exceed 3.8 million units,
which makes it the second largest market in the world, with steady growth is
anticipated for the future. Now that YMI has become a 100% YMC subsidiary, the
introduction of several new models is planned, and it is their goal to increase annual
production to 350,000 units in the fiscal year 2001 and to 550,000 units by the fiscal
year 2003.
SPORTY, STYLISH, INNOVATIVE:
Truly Yamaha Yamaha Motor India shifts into top gear.
New corporate philosophy to propel companys growth in the Indian market. After a
significantly encouraging year in the Indian market, Yamaha Motor India today
unveiled the new corporate philosophy for the company. The new philosophy Truly
Yamaha - will deliver and inspire confidence in to various stakeholders of the
company and will enable Yamaha to further strengthen its position in the Indian
motorcycle market.

15

Enabling Yamaha Motor India to drive into a new growth phase, the new philosophy
of the company emanates from the confirmation of core values - Sporty, Stylish and
Innovative - that Yamaha as a brand is identified with internationally. In addition, the
company will continue with its passion for anticipating and exceeding customer
needs, and a drive for Touching your heart by offering products and services that
understand the distinct needs of the Indian customers and offer to them a unique
ownership experience.
Commenting on the rationale behind the new brand philosophy, Mr. H. Yanagi, CEO
and Managing Director, Yamaha Motor India said, In the past they have enjoyed
tremendous customer support and now they plan to consolidate their position in India.
The new philosophy is in sync with the emerging customer preference trends. Their
research indicates that the Indian motorcycle customer is now seeking value for
money products that deliver well on the style and performance parameters. Through
this new philosophy they aim to instill in their Indian customers confidence that
Yamaha products bring to them international quality standards in terms of style,
sporty-ness and technological innovation.
The new philosophy also presents a futuristic face of the new Yamaha and will
manifest itself in all customer and employee interfaces. Holding aloft the spirit of
commitment to customer satisfaction - Yamaha Motor India is enriching lives of
people with the same ingenuity and enthusiasm as its parent company - Yamaha
Motor Corporation, Japan. Having operated in India as technology provider for almost
two decades, YMI was incorporated in August 2001 as 100'% subsidiary of YMC,
Japan. Since then they have been in the process of redefining their business processes
and extending the away and power associated with the legacy of the Yamaha Group.
Adhering to their Corporate Mission - "Creating Kando - Touching Your Heart" they
are striving to touch every Heart across the length and breadth of India
They firmly believe in Surpassing Customer Expectations
They remain keenly aware of their customers' evolving needs and provide them with
quality products and services of exceptional value that surpass their expectations.
Establishing a Corporate environment that fosters self-esteem
16

They believe in nurturing and empowering their employees to the fullest. Whilst
cultivating their employees creativity and all round abilities, they have also
established an equitable system of evaluation and rewards to encourage their people to
strive towards newer benchmarks.
Fulfilling social responsibilities
As a good corporate citizen, they continually strive towards creating a better social as
well as natural environment.

2.4

MANUFACTURING

PROCESS

YMl's Manufacturing facilities comprises of 2 state-of-the-art Plants at - Faridabad

(Haryana) and Surajpur (Uttar Pradesh). Currently 10 models roll out of the two
Yamaha

Plants.

The infrastructure at both the plants supports production of motorcycles - for the
domestic as well as oversees market. At the core are the 5-S and TPM activities that
fuel their agile Manufacturing Processes. They have In-house facility for Machining,
Welding processes as well as finishing processes of Electroplating and Painting till the
assembly

line.

The stringent Quality Assurance norms ensure that their motorcycles meet the
reputed International standards of excellence in every sphere.
As an Environmentally sensitive organization they have the concept of
"Environment-friendly technology" ingrained in their Corporate Philosophy. The
Company boasts of effluent Treatment plant, Rain water - Harvesting mechanism, a
motivated forestation drive. The IS0-14001 certification is on the anvil - early next
year. All their endeavors give us reason to believe that sustainable development for
Yamaha will not remain merely an idea in pipeline.
They believe in taking care of not only Your Motoring Needs but also the needs of
Future Generations to come.

2.5 HISTORY

17

In August of 1954 Yamahas first model was complete. It was the Yamaha YA-1. The
bike was powered by an air-cooled, 2-stroke, single cylinder 125cc engine.
Then, in January of 1955 the Hamakita Factory of Nippon Gakki was built and
production began on the YA-1. With confidence in the new direction that Ginichi was
taking, Yamaha Motor Co., Ltd. was founded on July 1, 1955. Staffed by 274
enthusiastic employees, the new motorcycle manufacturer built about 200 units per
month.
That same year, Yamaha entered its new YA-1 in the two biggest race events in Japan.
They were the 3rd Mt. Fuji Ascent Race and the 1st Asama Highlands Race. In these
debut races Yamaha won the 125cc class. And, the following year the YA-1 won again
in both the light and Ultra-light classes of the Asama Highlands Race.
By 1956, a second model was ready for production. This was the YC1, a 175cc single
cylinder two-stroke. In 1957 Yamaha began production of its first 250cc, two-stroke
twin, the YD1.
In 1958 Yamaha became the first Japanese maker to venture into the international race
arena. The result was an impressive 6th place in the Catalina Grand Prix race in the
USA. News of this achievement won immediate recognition for the high level of

18

Yamaha technology not only in Japan but among American race fans, as well. This
was only the start, however.
Yamaha took quick action using the momentum gained in the USA and began
marketing their motorcycles through an independent distributor in California. In 1958,
Cooper Motors began selling the YD-1 250 and the MF-1 (50cc, two-stroke, single
cylinder, step through street bike). Then in 1960, Yamaha International Corporation
began selling motorcycles in the USA through dealers.

PRODUCT RANGE:
In India Yamaha is in production of following bikes:
Yamaha Gladiator Type JA The brand ambassador of this product is John Abraham
so it is named as Gladiator John Abraham special. Its totally black in colour with
silver alloy wheels. It is 4 stroke 125cc model. Its hottest selling Yamaha bike in
India.
Yamaha Gladiator This bike is available in four colours black, silver, blue and red.
Its again 4 stroke 125 cc model.

Yamaha G5 Its 4 stroke 106cc bike of Yamaha available in 4 different colours black,
red, blue, gold and silver.
19

Yamaha Crux - Crux, the complete economy 4-stroke bike gives unlimited mileage
and unlimited pleasure. Its 106cc, 4-stroke engine, Strong Frame, attractive style,
multi-reflector lights and long seat makes it the most comfortable & durable 4-stroke
commuter bike on the Indian roads. With Over 4 lacs bikes already sold in India, Crux
is winning the hearts of you all.

PRODUCTS
I have been assigned in the marketing department of Yamaha Motors India Ltd. Here I
have to look at the marketing communication of the Yamaha Gladiator and take care
of various activities done for the proper branding of the product all over India
The Yamaha in recent years is in the process of changing their positioning in the
country. The company is now gearing up to replace its age old economical bikes with
the super bikes it is famous for in the international markets
I therefore am required to look after the communication through television, print
media
And the various other activities did to increase the brand awareness among the
customer. I have to take care that the message that they are sending to the costumer
should be proper and direct. Here in this project I am going to describe about some of
the activities that I have organized under my supervision

20

WHERE YAMAHA MOTORS INDIA STANDS NOW?

Yamaha motors India is planning to expand its business in India. It is going to invest
more. Analysis of the present situation can give a proper picture of where Yamaha
motors is right now and where it should invest in coming years, if it want to gain a
considerable market share in Indian market. So they analyzed the present situation of
Yamaha considering four parameters. The first parameter is sales volume. Then they
took advertisement into consideration, then support service and research and
development.
(i) Sales analysis
Bajaj auto and YAMAHA MOTORS are going very well and they are growing with
years. TVS motors have also entered the fierce competition.

Net

sales 31-Mar-

(Rs. In Mn)

2007(12)

Baj
aj Auto

31-Mar-

31-Mar-

31-Mar-

2006(12)

2005(12)

2004(12)

2003(12)

Rs.766
79.00

YA
MAHA

31-Mar-

Rs.5761
2.97

Rs.87139.8
0

Rs.
47551.71

Rs.74216.5
0

Rs.41892.0
0

0
Rs.50967.0

Rs.58310.2
0

Rs.36212.0

Rs.44627.0
0

MOTORS
TV
S motors

Rs.28759.1
0

Yamaha
motor India

Rs.28202.
10

Rs.7454.1
0

Rs.27045.3
0

Rs.7481.4
5

Comparing the sales with these brands, Yamaha motor Indias performance has been
disappointing. The company's sales had declined in the last fiscal year to 2, 12,985
units from 2, and 13,767 units in the previous year (2006).

21

YAMAHA Motor India, which has seen a significant drop in sales over the past few
years, said it plans to invest Rs 150-200 crore over the next three years to expand
capacity and launch more products to improve its market share.
YAMAHA Motor India plans to increase production capacity at its facilities from
4,00,000 units to 5,00,000 by next year and to one million units by around 2009.
YAMAHA Motor India plans to set up a third plant with an investment of Rs 200
crore. The company also plans another Rs 200-crore investment in capacity expansion
and rolling out new products. They are also planning to increase capacity of two
existing plants to 5,00,000 units in the next two years. It is also planning a second
plant in India which will increase its capacity and it will concentrate in the niche
market.
(ii) Advertisement
In year 2006, TVS motors rules the advertisement in television with 51 percent of
total advertisement. YAMAHA MOTORS follows up next with 28 percent. YAMAHA
motors India has got a negligible advertisement in television.

TVS motors rule advertisement in Q1`05

Advertiser

% share

TVS motors

50

HERO HONDA

23

Bajaj Auto

14

Majestic Auto Ltd.

HMSI

22

YAMAHA

Others

Coming to individual brands, YAMAHA motors India also lags here. Not a single
brand of YAMAHA is in the top 10 brands which are advertised most.

Brands

Advertiser

% spends

Bajaj Discover DTS-i

Bajaj Auto

12

TVS Scooty Pep

TVS motors

TVS Star

TVS motors

YAMAHA MOTORS Glamour

YAMAHA

MOTORS

MOTORS

Motors
YAMAHA MOTORS Super Splendor

YAMAHA
Motors

Bajaj CT 100

Bajaj Auto

Bajaj Wave DTS-i

Bajaj Auto

TVS Star City

TVS Motors

Honda Unicorn

HMSI

YAMAHA MOTORS Motorcycles

YAMAHA

MOTORS

Motors
Others

Others

36

In print media, where news paper is very popular with 97 percent of the

total

advertisement in print, YAMAHA motors India lies in the fourth position with a 3
percent share. Bajaj auto leads here with 44 percent of the total advertisement in the
print media.

23

Advertiser

% spends

Bajaj Auto

44

Hero Honda

25

TVS motors

22

Yamaha motors

HMSI

Others

So from this analysis, they can say that YAMAHA motors India lags behind in
advertisement. There may be less brand awareness among the customers about
YAMAHA. Though YAMAHA motors India has signed actor John Abraham as the
brand ambassador it has not utilized him to the extent it should have. The company
should look after this particular area and try to create an image for itself.
(iii) Support services provided to the customers by various

Companies.
Hero
6 free after sales services.
Engine warranty- 3 years or 40000 km whichever is earlier.
Bajaj Auto
free after sales services.
Engine warranty- 4 years or 50000 km whichever is earlier.
Yamaha
8 free after sales services.
Engine warranty- 2 years or 30000 km whichever is earlier.
24

TVS

5 free after sales services.

Engine warranty- 2 years or 20000 km whichever is earlier.

Nothing much can be done in this field. Here Yamaha motors are at par with the
competitors in the market. But it has to look after the fact that competitors are coming
up with new schemes like free insurance and some aggressive schemes by Hero
Honda.
(iv) Research and Development
The following table shows amount spent by Hero Honda in FY 2003 and FY 2005.
Because of stiff competition and entry of new player in the industry, companies are
trying to have an upper edge by developing new and innovative products.
HHMLs R&D spend
(Rs. mn)

FY04

FY03

yoy (%)

Capital

74.3

15.6

376.3

Recurring

93.3

69.7

33.9

Total

167.6

85.3

96.5

Bajaj Auto R&D spend

(Rs. mn)

2003-04

2002-03

Capital

269

100

Recurring

381

323

R&D as % of sales

1.4

1.0

TVS Motors
Currently, more than 400 engineers work on developing radically new products and
cutting edge engine technologies. Their R&D team has developed the revolutionary
Variable Timing Intelligent (VT-i) Engines, one of the most innovative technologies
developed in the two-wheeler industry.

25

Their R&D Engineers have published multiple technical papers in international

conferences on engine and vehicle technologies. They also have a number of patents
to their credit.
Yamaha Motors India Pvt. Ltd.
Yamaha Motor India would spend about Rs 200 crore on R&D over the next few
years. And Yamaha though it is known for its technology and sophistication world
wide is not very much keen in understanding the Indian market and what type of
product is required here. There is no research and development centre of Yamaha in
India.

MARKETING COMMUNICATIONS
Marketing communications (or marcom) are messages and related media used to
communicate with a market. Those who practice advertising, branding, direct
marketing, graphic design, marketing, packaging, promotion, publicity, public
relations, sales, sales promotion and online marketing are termed marketing
communicators, marketing communication managers, or more briefly as marcom
managers.
Traditionally, marketing communication practitioners focus on the creation and
execution of printed marketing collateral; however, academic and professional
research developed the practice to use strategic elements of branding and marketing in
order to ensure consistency of message delivery throughout an organization. Many
trends in business can be attributed to marketing communication; for example: the
transition from customer service to customer relations, and the transition from human
resources to human solutions. In branding, opportunities to contact stakeholders are
called brand touchpoints (or points of contact.) Marketing communication is
concerned with the general behavior of an organization and the perceptions of the
organization that are promoted to stakeholders through these touchpoints.
Integrated marketing communication presents aspiration for companies to develop
and optimal combination of communication elements in order to maximize effects and
minimize losses (defined as investment which did not result in goal achievement).
26

Marketing communications is focused on product/produce/service as opposed to

corporate communications where the focus of communications work is the
company/enterprise itself. Marketing communications is primarily concerned with
demand

generation,

product/produce/service

positioning

while

corporate

communications deal with issue management, mergers and acquisitions, litigation etc.
Targeted interaction with customers and prospects using one or more media, such as
direct mail, newspapers and magazines, television, radio, billboards, telemarketing,
and the Internet. A marketing communications campaign may use a single approach,
but more frequently combines several.
Includes advertising, public relations, web development, signage, point-of-purchase,
print collateral, direct mail, logo/packaging design - anything that serves as a vehicle
for brand and marketing messages.
The field of "Marketing Communications" covers advertising, public relations, web
development, signage, point-of-purchase, packaging, print collateral, direct mail,
identity - anything that serves as a vehicle for brand and marketing messages.

MARKETING COMMUNICATION MIX

Your marketing plan will be executed by using the tactical elements of the Marketing
Communications, or Promotions Mix.

The elements of the marketing communications mix

27

The Marketing Communications Mix is the specific mix of advertising, personal

selling, sales promotion, public relations, and direct marketing a company uses to
pursue its advertising and marketing objectives.

Definitions:
Advertising - Any paid form of non-personal presentation and promotion of ideas,
goods, or services by an identified sponsor.
Personal selling -Personal presentation by the firms sales force for the purpose of
making sales and building customer relationships.
Sales promotion - Short-term incentives to encourage the purchase or sale of a
product or service.
Public relations - Building good relationships with the companys various publics by
obtaining favorable publicity, building up a good "corporate image",
and handling or heading off unfavorable rumors, stories, and events.
Direct marketing - Direct communications with carefully targeted individual
consumers to obtain an immediate response and cultivate lasting
customer relationships.

SETTING THE COMMUNICATION MIX

When deciding how to properly utilize the marketing communications mix to meet your
marketing objectives, it is important to consider the relative strengths and weaknesses of
each component of the mix. Further, you must always define your total budget first
(generally defined in the Marketing and/or Business Plan) and then decide upon the best
way to leverage the different elements of the mix to maximize the return on your
investment. You will balance the various parts of the mix to not only create an integrated
approach to your marketing communications but you must also devote enough resources for
each component to be successful.
28

Reaches large, geographically dispersed audiences, often with

high frequency; Low cost per exposure, though overall costs
are high; Consumers perceive advertised goods as more
legitimate; Dramatizes company/brand; Builds brand image;
may

stimulate

short-term

sales;

Impersonal,

one-way

communication; Expensive
Most

effective

tool

for

building

buyers preferences,

convictions, and actions; Personal interaction allows for

feedback and adjustments; Relationship-oriented; Buyers are
more attentive; Sales force represents a long-term commitment;
Most expensive of the promotional tools
May be targeted at the trade or ultimate consumer; Makes use
of a variety of formats: premiums, coupons, contests, etc.;
Attracts attention, offers strong purchase incentives, dramatizes
offers, boosts sagging sales; Stimulates quick response; Shortlived; Not effective at building long-term brand preferences

Highly credible; Very believable; Many forms: news stories,

news features, events and sponsorships, etc.; Reaches many
prospects missed via other forms of promotion; Dramatizes
company or product; Often the most under used element in the
promotional mix; Relatively inexpensive (certainly not 'free' as
many people think--there are costs involved).
Many forms: Telephone marketing, direct mail, online
marketing, etc.; Four distinctive characteristics: Nonpublic,
Immediate, Customized, Interactive; Well-suited to highlytargeted marketing efforts

29

JOB DESCRIPTION
The various responsibilities that I am taking care of are:
Overall Branding
Magazines
Collaboration
Multiplex Branding

MYSTERY SURVEY
At the very start of my job their team members were asked to visit all Yamaha dealers
outlets and some of the well known dealers outlets of the competitors brand as
prospective customers in Delhi and NCR. The main purpose of doing so was to find
out the strength and weakness of their dealers and how the competitors are operating
there dealer outlets. As this process as a whole leads to customer satisfaction.
In automobile industry outlets are very important as they are the most important
contact point between the product offered by the company and the customer. If the
customer that visits that gets the proper attention by the salesperson and ambience of
the shop is nice, he feels like buying the product from that shop. Hence just making a
nice product is not enough. Customer satisfaction plays a very important role in
todays business Customers satisfaction. With the help of this they can actually come
across the kind of experiences a customer gets at different contact points over a
complete product life. When the customers expectations are met or exceeded
throughout the products life, customer satisfaction results. The reason an organization
is interested in the satisfaction of its customers is because customers purchase the
organization's products. The organization is interested in retaining its existing
customers and increasing the number of its customers.
Customer satisfaction is a business term which is used to capture the idea of
measuring how satisfied an enterprise's customers are with the organization's efforts
in a marketplace. It is seen as a key business performance indicator and is part of the
four perspectives of a Balanced Scorecard.
Every organization has customers of some kind. The organization provides products
(goods and/or services) of some kind to its customers through the mechanism of a

30

marketplace. The products the organization provides are subject to competition

whether by similar products or by substitution products
They were given a set a set of questionnaire to analyse the ambience of the shop, sales
person etc. They visited the shop in the group of three.
The usual measures of customer satisfaction involve a survey instrument with a
set of statements like
1. Would you recommend this dealer to a friend as a place to buy a new YAMAHA
?
2. How satisfied were you with each of the items below.

Knowledge of Yamaha products

Courtesy and friendliness.

3. Would you recommend this dealer to a friend as a place to have his or her
Yamaha serviced?
4. Dealer profile.
5. Appearances.
6. Explanation of the product.
7. Customer lounge facilities.
8. Quality of work performed.
9. Over all experience.

YAMAHA ROXX
Yamaha Roxx is an exciting, trendy music based rock entertainment event which is
directed towards their target customers which is the trendsetter youth of today whom
they call the bad boys.
Various rock shows are being arranged by Yamaha all over India , the motive of it
make customers feel presence of Yamaha as cool and trendy brand . It also helps a lot
in brand recall, which nowadays Yamaha is missing somewhere.
Their team has also arranged a rock show in Noida. Their main job was to see the
branding of Yamaha Gladiator over there, which includes posters, banners, display of
bike etc.During the rock show they even asked visitors to fill the questionnaire, which

31

consist of various questions to know there lifestyle, kind of bikes they like, how usual
they attend rock show arranged by Yamaha Roxx,etc.

RIDE TECH CHALLENGE

The various events are also organized the service department of Yamaha. One of the
major events is Gladiators Ride Tech challenge. This year this event was organized
twice in the month of Feb. They as team also participated in organizing this event.
The various activities which were done during this event where:

Gladiator Test ride

Various biking completion

Lucky draw for test ride participant

Display of various Gladiator bikes

Branding of the product

Distribution of prizes

Rock music

Invitation to various bikers club

Participation of dealers

Participation of ICICI bank.

Special offers for existing Gladiator customer

ADVERTISEMENT ACTIVITIES
I am handling the whole marketing communication of the Yamahas bike Gladiator.
By communication I mean all ways in which communicate to our target customers. In
Yamaha we communicate through all mediums. The two agency through which I
operate are
BATES INDIA PVT LTD: This is the creative agency that handles all creative part
like making a television commercial, making print add, posters , and various Point of
purchase material like , back drops , banners, leaflets , sales guide etc.

32

MINDSHARE: This is media buying agency which buys space for us in various
known television channels, newspapers all over India, magazines etc.

THE VARIOUS MEDIUM:

Magazine: they advertise in some specific magazines that really goes with
Yamaha
Trendy image and even the magazines which is mainly preferred by their target
group, mainly youth i.e. Age group between 18- 29.
The Various magazines where they mainly advertise are Bike India,
Overdrive, Motoring etc.
Newspaper: This is the most widely spread source of communication , they
mainly
Advertise their product through newspaper every month.
Two types of Add mainly comes Brand ads and Tactical ads.
The point of purchase is very important, various backdrops, posters

2.6 SWOT ANALYSIS

Yamaha Motors ltd is highest selling items company in India and is the largest two
wheeler manufacturer in the world. As the case is every company has it strengths and
weaknesses and Yamaha Motors Is no Exception: -

STRENGTHS

Market Leader in terms of sales and turnover

Successful Technical Tie up with Honda and a very healthy relationship with
them

A wide network of dealers across the nation

A wide network of authorized service stations at different parts of the country

A wide veriety of product portfolio

33

Very strong brand image of making fuel efficient and reliable bikes

High product and brand recall among the customers infect hero Honda is the
first choice among the majority customers.

WEAKNESS
Major weakness of hero Honda are :

Not a strong player in the rural market

Tie up with Honda expiring in 2 yrs

Very few models at the lineup stage

R& d of hero Honda is weak

Not a great player in entry level bikes which is dominated by bajaj

Not a Strong Player in the Premium Market

Only 2 models which are successful Splendor and passion

Not a very strong marketing deptt. Only one campaign was a hit fil it shut it
and forget it

Its a non player in scooter market which is huge even though that industry is
going through a rough pace

OPPORTUNITIES
Its a growing market thus company has high growth potential in future
Premium segment is still not fully exploited with right product HHML can do
wonders
Neighboring countries markets are not exploited fully
Need to tap African and European market.

THREATS
34

Entry of new players

Honda entering in the bike market will pose a considerable threat

Competitors becoming aggressive with new product launches and high

marketing pitch

Aggressive Yamaha posses another threat

NO tie up with any other company can lead to losses.

CHAPTER 3
RESEARCH METHODOLOGY

3. RESEARCH METHODOLOGY
The methodology is an integral primary part of the project work. Every project has
been undertaken in and definite manner, which forms the validity of the report. The
project undertaken by me is also based on a definite method, which is usually found in
most of the research projects. The methodology in my project is based on the
following manner in a sequential order:

Research Design:
Research is based on descriptive analysis.

3.1 DATA SOURCES

Sampling method:
Non-probability sampling-convenience sampling as only known owners
of heavy commercial vehicles (Lorries, trucks & buses) are taken as
respondents.

35

Sample size
I took the sample size according to requirement of the project so I
zeroed on about 50 people from different background belonging to the
different category means people having different income ,different
education

background and by presenting them with a questionnaire

and get response from them to make a clear picture.

SECONDARY DATA
Data has been collected from different magazines, newspapers, articles, books etc.
Some of the data has been taken from the websites.

3.2 OBJECTIVE OF THE STUDY

MAIN OBJECTIVE:
To determine customer-buying behavior with a focus on market segmentation.
To study the reasons of salaried persons taking up Insurance Services

SPECIFIC OBJECTIVES:

To determine reasons behind opting for an insurance.

To provide the company with information of customer's Insurance

policy if they have any and reasons for opting for that particular policies.

To know the most preferred policy.

To determine customers perception towards private insurance

companies and their expectation form private insurance companies.
To determine the feedback on services provided by any other insurance

agent.

To study the types of benefits provided by insurance services.

To determine the use of Internet for valuable information and decisionmaking process.

To know the impact of privatization of insurance sector on public.

36

3.3 LIMITATIONS OF THE STUDY

To fix an appointment especially with the corporate people was very tough and
many a time negative response was received.

The customers are sometimes bias towards the product and moreover the
customer lacks the information about insurance. So the accurate conclusions
may not be drawn on the basis of information collected.

Some of the customers due to time constraints and availabilsity of documents

with them filled up the data sheet in a hurry, which meant that the provided data
might not be 100% true.

The numbers of respondents were limited to 400 because of time constraints &
assignments.

CHAPTER 4
ANALYSIS / STUDY OF TOPIC
ANALYSIS / STUDY OF TOPIC

Q1 Which type of bike do you have?

37

(A) Performance segment bike (70,000 to 95,000)

( B) An Average segment bike (50,000 to 70,000)

38

INTERPRETATION
From the above analysis we found that customer prefer average segment bike.

Q2 Please select your main purpose of using a bike?

(A) Business
(C) Leisure

(B) Personal
(D) Status

INTERPRETATION
39

Most of the people use bikes for business purpose and only 10% use it for leisure and
8% for status.

Q3 Would you like to change your bike from any other companys
bike in the same Segment?

(A)

Yes

(B)

No

INTERPRETATION
88% of the customers were satisfied with their existing bike.

Q4 Would you like to change the segment of your bike?

(A) Yes
(B) No

40

INTERPRETATION
Only 20% of them wanted to change the segment of their bike.

Q5 Are you satisfied with the services Provided to you by the

company if Yes or No?

INTERPRETATION
Most of the people i.e 94% are satisfied by the company services.
41

Q6 Which facilities would you need?

(a) Yes

(b) No

INTERPRETATION
Customers prefer easy access to service station and incentives.

REASON FOR DISSATISFACTION

42

INTERPRETATION
Mostly customers are dissatisfied because of maintenance and lack of service station

Q7 Do you get spare-parts of your bike easily from the market ?

(A) Yes
(B) No

INTERPRETATION
The Spare-Parts of bike are easily available in the market.

BIKE MARKET In Delhi

Delhi is an old town with people with mix background staying there,but still the city
can boast of its rich traditional past and culture.
The bike market is distributed well and the contribution from all the class of the
43

People in delhi is distinct.the average middle class contributes more and appearing
To be the clear leader with 60% of sale among them.
It is a significanant contribution my project is also based upon the choices and
prefrencces , what type of bike they like,what feature they want to have in it and what
type of design they like.

MODEL WISE BREAK UP OF MONTHLY SALE OF TVS

TVS also a late entry in bikes has considerably gained from the selling bike it was
earlier into scooty .Now it has gained significant entry
Main reason could be
1. Average is key in todays market so the average given by them is high and is
liked on its color,design ,look.
2. Quality award for the bike .
3. Has a significant market presence.

44

MODEL WISE BREAK UP OF MONTHLY SALE OF ENFIELD

Enfield is having its own share of buyer who do not prefer other bike because of the
power of the bike they like it,secondly for them fuel prices is also not much in
question they prefer ,Look of the bike which give them the feeling they look like
huge wrestler and with there height and body they feel comfortable in that bike and
they prefer to purchase no matter whatever cost they have to pay for that.

MODEL WISE BREAK UP OF MONTHLY SALE OF YAMAHA

45

YAMAHA is the company which earlier had significant market share but with the
time it is shrinking but the bikes of YAMAHA are of significantly good quality and
clearly get back the market share lost .
With the launch of Libero LX-city cruiser and new CRUX-S the company will
definitely cover up its lost ground and recover the lost market share.The coming of
the John Abraham as brand ambassador,the company will defiantly get the boost up.
People are appreciating the adds and the products look good with new design and
shape.
The quality of the company is still excellent after staying in INDIA for 50 years.

CHAPTER 5
FINDINGS
Mystery survey done in Delhi and NCR.

46

47

Example ---The scale is from 0 to 5 where it has marked as 1 which is bad, 2 weak, 3 as
acceptable, 4 ranked good and 5 ranked as excellent. Again according to the
questionnaire there are different parameters on which the dealers were ranked like as
given above. In this example after sales follow-up is the lowest or all the dealers lack
the most in this parameter. Closing sale has scored the maximum in this.

CHAPTER 6
48

CONCLUSION
1. NOT having the price which is competent enough in comparison with the bike
of bajaj Boxer starting at Rs29080/.Hero Honda price of Rs/30899. While crux
starting at Rs.33000/.
2. The color combination not that much preferred by the consumer.
3.

Mileage problem is there in the bike people think, it doesnt give the average
promised.

4. Fazer head light design not liked by the consumer.

5. Only one showroom show limited visibility.
6. Customer still prefer Bajaj , Hero Honda, TVS bike
7. Not having a main product around which all other product can be based like
Bajaj Pulsar, Hero Honda Splendor, TVS Victor.
8. Launch of new bike in the below Rs30,000/ having the average of around
95km per liter and also gas compatible can be changed to gas when required.
9. Attractive name should be assigned to the bikes the name of Fazer ,Crus
,Libero have not been changed .If something new is launched then it should
have a new name so in consumer mind something new has come in market.
10. Disc brake and auto start feature should be added in it, with hydraulic brake.
11. Launch of something in festival season of October, November and May June,
July at the time of harvesting.
12. A positive message about the average of the bike, which people think is
missing.
13. Organising of the exchange mela, where people can take new bike with giving
of old bike and at easy installment.

49

14. Giving free gifts with the purchase of bike, lucky coupon scratching it if
something relevant comes out. Like Watch, Shirt, Camera, Radio, Mobile
phone, locket, Pen, stereo.
15. Giving thing at Rs1000 installment.
16. Launch in the high cc bike of 150ccto 250cc bike.
17. Announcement of the bike in the

radio which is having new look great

design.
18. Distribution of pamphlet to customer giving them information about the bike.
19. Launch of new bike in the below Rs30,000/ having the average of around
95km per liter and also gas compatible can be changed to gas when required.
20. .Attractive name should be assigned to the bikes the name of Fazer ,Crus
,Libero have not been changed .If something new is launched then it should
have a new name so in consumer mind something new has come in market.
21. Disc brake and auto start feature should be added in it, with hydraulic brake.
22. Launch of something in festival season of October ,November and May June,
July at the time of harvesting.
23. A positive message about the average of the bike, which people think is
missing.
24. Organising of the exchange mela ,where people can take new bike with giving
of old bike and at easy installment.
25. Giving free gifts with the purchase of bike ,lucky coupon scratching it if
something relevant comes out. Like Watch, Shirt, Camera, Radio, Mobile
phone, locket, Pen, stereo.
26. Giving thing at Rs1000 installment.
27. Launch in the high cc bike of 150ccto 250cc bike.
28. Announcement of the bike in the

radio which is having new look great

design.
29. Distribution of pamphlet to customer giving them information about the bike.

50

BIBLIOGRAPHY
Websites
http://Wikipedia.com
Company Profile: http://www.yamahamotor-corporation.com/
History: http://bikes.com/
Part II http://Surveys .com/
Books
Strategic Marketing 19th edition 2014
By-Philip Kotler
Marketing Management 22nd edition
By- Namkumari

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