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Marketing Research on Advertising Effectiveness of Hero Honda Cbz X-Treme

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Marketing Research on Advertising Effectiveness of Hero Honda Cbz X-Treme A MARKETING RESEARCH REPORT ON PROJECT TOPIC : CRAZE OF SCOOTY OF FEMALS PREPARED BY : HITESH V. GEDIYA CLASS : T.Y.B.B.A ROLL NO : 59 COLLEGE : R.P.BHALODIA COLLEGE ACADAMIC YEAR : 2009 – 10 SEAT NO : SUBMITTED TO : SAURASHTRA UNIVERSITY GUIDED BY : MR. KULDEEP JOBANPUTRA 1 DECLARATION ACKNOWLEDGEMENT 2 3 PREFACE 4 INDEX Sr. no. Particular Pg. No. 1 General Information 2 Marketing Department 3 Marketing Research 4 Research Methodology 5 Analytical Finding 6 Questionnaire 7 Suggestions 8 Limitation of Study 9 Bibliography 5 FOR PHOTO OF GENERAL INFORMATION 6 Index of general information 7 History TVS MOTOR COMPANY LTD is the holding company for the TVS Group of companies (TV Sundram Iyengar and Sons Limited) was founded by T.V.Sundram Iyengar in 1911. TVS MOTOR COMPANY LTD. is engaged in the manufacturing of almost all kinds of automotive components, two wheelers. TVS MOTORS COMPANY LTD is mainly situated in Padi, Tamil Nadu. It is the only automotive manufacturer in India to get the prestigious Deming Prize. This prize is “given to organizations that have achieved distance performance improvement through the application of TQM in a designated year.” In 1980 TVS Motors rolled out TVS 50, India’s first two-seater moped. Likewise the TVS champ and super Champ gave a reliable and sturdy two wheeler to public. These two wheelers together redefined the category of mopeds in India. TVS later left its collaboration with Suzuki Motors Corporation ,Japan and started to manufacture its own vehicles. 8 COMPANY PROFILE Company : TVS Motor Compony Ltd. Founded: 1911 by Shri. T V Sundaram Iyengar Headquaters: Jaylaxmi Estate, Haddows Road, Chennai, Tamilnadu, In India Key people: Mr. Venu Srinivasan Chairman Products: Motorcycles, Mopeds , Ungeared scooters Revenue: USD 2.2 billion (2006) Auditors: Sundaram & Shrinivasan Registrar: Sundaram – Clayton Ltd. 9 Employees: 4000 (2006) Website: http://www.tvsmotor.in/ COMPANY POLICY TVS belives that the success of any enterprise is built on the solid foundation of customer satisfaction. Continuous innovation and close customer interaction have enabled TVS to stay ahead of competiton. TVS delivers total customers satisfaction by anticipation customer need and presenting quality vehicles at right time and at the right price. The customer and his ever changing need is our continuous source of inspiration. TVS is committed to being a highly profitable, socially responsible, and leading manufacturer of high value for money, environmentally friendly, lifetime personal transportation products under the TVS brand, for customers predominantly in Asian markets and to provide fulfillment and prosperity for employees, dealers and suppliers. 10 11 ACHIVEMENTS OF THE COMPANY Star of Asia Award Mr. Venu Srinivasan, CMD TVS Motor Company by Business Week international. The Deming Prize TVS Motor Company is the only two-wheeler company in the world to be awarded the world’s most prestigious and coveted recognition in Total Quality Management. Technology Award 2002 From Ministry of Science, Government of India for the successful commercialization of indigenous technology for TVS Victor. Asian Network for Quality Award 2004 TVS Scooty Pep won the prestigious ‘Outstanding Design Excellence Award’ from Business World and National Institute of Design. Best Managed Company Award From Business Today, one of india’s leading business magazines. 12 ORGANISATION CHART CHAIRMAN & M.D VENU SHRINIVASAN DIRECTORS GOPAL SHRINIVASAN T.K.BALAJI T.K.KANNAN N.GANGA C.R.DUA H.LAXMANAN T.R.PRASAD K.S.BAJPAI PRESIDENT K.N.RADHAKRISHNAN PRESIDENT FINANACE S.G.MURALI SECRETARY T.S. RAJAGOPALAN 13 PRODUCTS BIKES TVS Star city TVS Victor TVS Flame TVS Apache TVS Apache RTR SCOOTERETTES TVS Scooty Teenz TVS Scooty Pep TVS Scooty Pep+ 14 15 16 DECLARATION I the undersigned, Mr. BHAVYESH D. DABHI the student of T.Y.B.B.A. of R.P.BHALODIYA COLLEGE here by declare that this report is my own work and has been carried out under the supervision of Mr. KULDEEP JOBANPUTRA. I hereby also declare that this project report has not been submitted to any other university for any other examination. Date :- Sign. Place :- Rajkot 17 ( Bhavyesh D. Dabhi ) PREFACE As the student of B.B.A., only theoretical knowledge is not enough to equip us with the necessary skills that would be required for future managers. Theory along with practical exposure in the form of industrial training forms a complete learning method. I, Mr. Bhavyesh D. Dabhi have taken up this project on Marketing Research with Hero Honda at the Gondal head office. This project report aims to get a quick overview of the advertising effectiveness as well as consumer awareness about the latest model of Hero Honda i.e. CBZ X – TREME. Date: - Sign. Place: - Rajkot ( Bhavyesh D. Dabhi ) 18 ACKNOWLEDGEMENT First of all I am heartily thankful to the Everest Auto Wings Gondal, Head office of the Hero Honda for giving me this opportunity. I should also thank Mr. Jigneshbhai For giving me all the required information in making this project report. I should also thank Mr. Kuldeep Jobanputra for his guidance & co- operation in making this project report. Without his guidance it was very difficulty for me to put this project report in front of you. I should also thank my parents, friends & all those who have helped me directly or indirectly in making this project report. And at last but not least I must thank God for giving me this opportunity. Date: - Sign. 19 Place: - Rajkot ( Bhavyesh D. Dabhi ) 20 CONTENT Sr. No Particular Page No. 1. Company Profile 5 2. Marketing Department 10 3. Marketing Research 15 4. Advertising 18 5. Research Methodology 22 6. Analytical Finding 25 7. Questionnaire 41 8. Suggestions 44 9. Limitation of Study 45 10. Bibliography 46 21 INDEX Sr. No. Particular Page No. 1. History 6 2. Milestone 7 22 HISTORY What started out, as a joint venture Between Hero group, the world’s largest bicycle manufacturers & the Honda Motor Company of Japan has today become the world’s single largest two wheeler company coming into existence on January 19, 1984. Hero Honda Motors Ltd. gave India nothing less than a revolution on two wheels, made even more famous by the “Fill it” shut it – Forget campaign. Driven by the trust of over 5 million customers, the Hero Honda product range today commands a market share of 48% making it a veritable giant in the industry. Add to that technological excellence, an expensive dealer network, & reliable after sales service, & you have one of the most customer friendly companies. Customer satisfaction, a high quality product, the strength of Honda technology & the Hero group’s dynamism have helped HHML scale new frontiers & exceed limits. In the words of Mr. Brijmohan Lall Munjal, the chairmen & managing director, “we will continue to make every effort required for the development of the motorcycle industry, through new product development, technological innovation investment in equipment & facilities & through efficient management.” 23 MILESTONE Year Milestone 1983 Joint Collaboration Agreement with Honda Motor Co. Ltd. Japan. 1984 Company incorporated. 1985 First motorcycle (Model CD 100) produced. 1986 Quality circles launched. 1987 Engine plant started 1,00,000 Motorcycle produced. 1988 Hero Honda Family Club formed at Gurgaon 2,00,000 motorcycle produced 1989 Sleek model introduced 300,000 Motorcycle produced 1990 4,00,000 Motorcycle produced Pegasus Award From Readers Digest for campaigning 'One Liter Road' 1991 5,00,000 motorcycle produced CD 100SS model introduced Mobile Service Workshop launched Economic Times- Harvard Business School Award for Excellent Governance to Hero Honda Motors Ltd. Hero Honda moved into India’s Top 100 Companies - Ranked 87 1992 A school named Raman Kant Vidya Mandir inaugurated in memory of the first Managing Director of Hero Honda Motors Limited 1993 7,50,000 Motorcycle produced, Hero Group Sponsored Five Nations Cricket Tournament 1994 Splendor model introduced 10,00,000 motorcycle produced The Businessman of the Year award is conferred upon the Chairman Mr. Brijmohan Lall - by Business India Group of Publications 1995 800 motorcycles per day production started National Award for Outstanding contribution to the Development of Indian Small Scale Industry (NSIC Award - Presented by President of India) The Analyst Award 1995 presented to Hero Honda Motors Limited on being ranked 9th amongst the most investor rewarding Companies in India 24 1996 Hero Honda becomes first company to serve Army, Navy & Air Force with its 100cc motorcycles 1997 1200 motorcycles per day production started. Street model introduced Foundation stone of Raman Munjal Vikas Kendra foundation stone laid by Chief Minister of Harayana Sponsored 6th Women World Cup Tournament. Distinguished Entrepreneurship Award conferred upon the Chairman Mr. Brijmohan Lall By PHD Chamber of Commerce & industry 1998 20,00,000 motorcycle produced Hero Honda Masters Golf Championship started Business Leader of the Year conferred upon the Chairman, Mr. Brijmohan Lall by Business Baron. 1999 25,00,000 motorcycle produced. CBZ model launched. Sponsored '7th World Cup Cricket tournament' at England. Suhana Safar - Customer Relation Programme launched. Best Productivity Award for the best performance in Automobile & Tractor Sector by National Productivity Council presented by Vice President of India. 2000 40,00,000 motorcycle produced. Sponsored 'Stardust Hero Honda Millennium Honors Award'. Appointed Saurav Ganguly & Hrithik Roshan as Brand Ambassadors. Splendor declared World No. 1 - largest selling two-wheeler. 2001 50,00,000 bikes produced. Bike Maker of the Year by Overdrive Magazine. Passion model introduced. Sponsored 'First Indian Television Academy Award’. Winner of the Review 200 - Asia's Leading Companies Award (9th Rank amongst top 10 Indian Companies) 2002 Dawn & Ambition model introduced. Appointed Virender Sehwag, Mohammad Kaif, Yuvraj Singh, Harbhajan Singh and Zaheer Khan as Brand Ambassadors. Company of the Year for Corporate Excellence by the Economic Times. Winner of the Review 200 - Asia's Leading Companies Award (4th Rank amongst top 10 Indian Companies).
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