A PROJECT REPORT ON HERO HONDA (MARKETING) SUBMITTED TO: APAR INDIA INSTITUTE OF MANAGEMENT & TECHNOLOGY SUBMITTED BY: ABC APAR INDIA INSTITUTE OF MANAGEMENT & TECHNOLOGY, NEW DELHI ANNEXURE A (COVER PAGE) Emblem University center address and code No.: Apar India Institute of Management & Technology, C-9/111, Sec. 8, Rohini, Delhi -85 Center Code: 1713 HERO HONDA (MARKETING) By (ABC) A PROJECT REPORT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR MASTER OF BUSINESS ADMINISTRATION OF SIKKIM MANIPAL UNIVERSITY, INDIA SIKKIM-MANIPAL UNIVERSITY OF HEALTH, MEDICAL ANNEXURE-B (STUDENT DECLARATION) I hereby declare that the project report entitled HERO HONDA (MARKETING) Submitted in partial fulfillment of the requirements for the degree of MASTER OF BUSINESS ADMINISTRATION To Sikkim-Manipal University, India, is my original work and not submitted for the award of any other degree, diploma, fellowship, or any other similar title or prizes Place: Delhi Date: 10/01/XX (ABC) Regd. No. 123 ANNEXURE C (EXAMINER’S CERTIFICATION) THE PROJECT REPORT OF (ABC) HERO HONDA (MARKETING) IS APPROVED AND IS ACCEPTABLE IN QUALITY AND FORM Internal examiner External examiners (Name, qualification and designation) (Name, qualification) ANNEXURE D (UNIVERSITY STUDY CENTER CERTIFICATE) This is to certify that the project report entitled HERO HONDA (MARKETING) Submitted in partial fulfillment of the requirements for the degree of Masters of Business Administration of Sikkim-Manipal University of Health, Medical and technological sciences (ABC) Has worked under my supervision and guidance and that no part of this report has been submitted the award of any other degree, Diploma, Fellowship or other similar titles or prizes and that the has not been published in any journal or Magazine. (123) Certified (Guide’s Name and Qualification) TABLE OF CONTENTS S. No. Topic 1. Synopsis 2. Project highlights 3. Objectives 4. Methodology 5. Theoretical Overview (Promotional marketing communication strategies) a. Evaluation of promotion and marketing communication strategies on certain factors b. Colour c. Appeals 6 FINDINGS a. International scenario b. Introduction to the Indian mobike industry c. Journey so far d. Introduction to hero group e. Introduction to hero Honda products f. Product profile of hero Honda g. Placement of hero Honda h. Pricing stratiges of Hero Honda i. Promotional strategies of Hero Honda j. Dealership expansion k. Sales promotion l. Customer target profiling m. Competitor analysis of Hero Honda n. Analysis of product category trends o. SWOT of Hero Honda p. PERT analysis of hero Honda 7. Future of hero Honda 8. Limitation 9 Recommendation 10. Conclusion 11. Case studies 12. Annexure 13. Bibliography ACKNOWLEDGEMENT I would like to thank Mr. R.K. Jain (Chairman) for spending their valuable time in guiding motivating by giving suggestion and helping me throughout my work duration. I would also like to thank all the staff of Hero Honda who helped me to compile this report. ABC SYNOPSIS First section of highlights talk about the core areas on which the emphasis in the project In objectives the objectives are talked about which were kept in mind before starting the research Then project deals with the methodology used for the completion of the project like tools used , field work done e.t.c. In theoretical overview we deal with different tools of communications used for advertising and communication and its relevance in automobile industry and how various players are using them .Then we deal with the basic questions asked before advertising the product and essential components of an advertisement . Then we deal with the international scenario and national scenario of the automobile sectors and how automobile sector has grown over the years . Now we deal with the Hero group Its core values , mission statement ,major milestones and its achievements . The project proceeds to hero Honda product profile with the marketing and advertising strategies of the company and its placement i.e. distribution network, pricing strategies of hero Honda . Then the project tries to understand how the change in tastes of customers is affecting the mobike industry . In the later part we deal worth the competitor analyses of the hero Honda with their strategies and product portfolio. Then we analyze the product category trends vis a vis advertisement and marketing promotions. Then we deal with the different models to analyze the Hero Honda group by SWOT And PERT methods At the end we give conclusion to the project involving the recommendations for the company followed by the copy of dealers of Hero Honda in New Delhi And a copy Of the Print And commercials PROJECT HIGHLIGHTS Every company wants itself to differentiate itself from its competitors and the only tool with which the company give itself and its product a different personality than its competitors to its target customers , shareholders and stakeholders is marketing. The project intends to evaluate the marketing and advertising strategies of Hero Honda Motors Ltd. I intend to analyze the trends in mobike industry, shift in consumer preferences and analyse what the future of marketing and advertising will be with respect to the automobile industry specific to mobike industry . This project deals with what all is to be kept in mind while making a company’s advertising and marketing campaigns and how these tools have been used to the best by Hero Honda group .Our focus is on how effectively the company has utilized these tools with respect to the competitors and find out the areas where the Hero Honda Motors Ltd can leverage its strengths and can build upon its weakness . In the project we analyzed the product portfolio of Hero Honda Motors ltd and also of it competitors like Bajaj Auto LTD , TVS Motors , Yamaha Etc .this project makes an attempt to understand what the future of mobike industry will be especially with regard to Hero Honda motors Ltd and how it can use these two powerful tools to its maximum benefit . In the project we have seen various Advertisements being used by Hero Honda And its advantages and disadvantages to the company . OBJECTIVES The main objectives of the project are 1) To understand the marketing and advertising strategies of Hero Honda Motors ltd 2) To analyze their strategies and its effect on the corporate profile of the company 3) To compare the strategies of Hero Honda Motors ltd with its competitors and to analyze its strengths . 4) To realize the role being played by advertising and promotion on the sales volume of the company 5) 5. To analyze the strength and weakness of marketing strategies of Hero Honda Motors ltd 6) To understand the future trends in advertising and marketing in automobile sector especially motor bikes segment. 7) To Analyse the Advertising And Marketing strategies of competitors . METHODOLOGY TYPES OF RESEARCH: Exploratory research: In well established fields of study, hypotheses usually are drawn from the ideas developed in previous research studies or are derived from theory. “Hypotheses are tentative answers to questions that serve as guides for most of the research.” Design of Exploratory Study 1) Study of Secondary Data: The quickest and the most economical way from researchers is to find possible hypothesis is to take the advantage of the work done earlier and thus utilize their efforts. (Refer Bibliography for the names of books, magazines and websites consulted). 2) In-depth Interviews: We used in-depth interviews because it attempts to influence respondents to talk freely about their subject of interest. No formal questionnaire was used in depth interviews. The interview was conducted with an outline “ co-relation between employee commitment and organizational performance” in mind. Basic methods of collecting Primary Data: 1) Questionnaire Method: The questionnaire used by us for the purpose of data collection were of structured type( Non-disguised as well as Disguised) 2) Contact Method: In order to derive information from the intended organization, it was elementary for us to search for a link which could enable us to conduct a research in that organization. The personal contact of one of the group members in the aforesaid organization helped us in getting an appointment soon. THEORITICAL OVER VIEW PROMOTION AND MARKETING COMMUNICATION STRATEGIES 1. Tools of communication For sake of convenience of understanding the marketing communication adopted by all the three players into two wheelers automobile industry of bike segment consist of four major tools which are:- a) Advertising b) Sales promotion c) Public relation d) Personal selling Advertising Sales promotion Public relation Personal selling 1. Ads in print Contest/game by Information to Sales /Tv/radio:- the company:-Ex: press:-These presentation in Bajaj,Honda & TVS Hero Honda players use this tool various trade advertise their bikes announce awards effectively through fairs:-These in almost every for Excellence on News Papers & players use the channel of TV & in Indian Television Business Magazines trade fairs for various News papers like Business World, the Personal & weekly & monthly Business India etc. selling Ex:- magazines Trade Fair Held at Pragati Maidan 2. Features: - Free /gift: -Ex: - Annual report:- All Organize test Inserts new/advance Free Pass Port these Players drive:-For their feature in bikes:-Ex;- Programme under publishes their new launches Hero Honda inserts taken by Hero annual report in they organizes the new features in Honda various News Papers free test drive. Splendor & Bajaj in & Business Ex:-Hero its Boxer-AT Magazines Honda organized free test drive for the Passion at various dealers in Delhi. 3. Brochure:-These Presentation in Sponsorship of an Conversion with have been released various event / perspective by all the players in exhibition:- As a programme:- buyer, when the form of part of Sales Ex:-Hero Honda customers visit information Promotion every Sponsored Test to dealer shop broachers company series between India participates in it & England as a Hero with their Model of Honda Cup bikes 4.