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INTRODUCTION TO THE INDIAN
CAR INDUSTRY
MNCs need to carefully plan their entry into emerging markets.Early commitments to a market often result in first mover advantagesthat are difficult to replicate. On the other hand, later entrants have theopportunity to learn from the mistakes of the first entrant. The Indian carmarket offers useful lessons in this context. In Indian Governmentremoved several restrictions in a bid to attract foreign investors into theautomobile industry. Among the first to enter was Daewoo of SouthKorea, with its model Cielo, targeted at the upper end of the market.Other MNCs such as Ford and General Motors also entered the Indianmarket, followed by Hyundai, Honda, Toyota and Volkswagen. In thiscase, we shall examine the strategies of some of the major players in theRs. 18,500/- crore Indian car market and how successful they have been
till date. The case is relevant to the issues being covered in this book asthe Indian car industry is completely dominated by MNCs*, barring thelone exception, Telco.
After the new industrial revolution considerable changes havetaken place in the transportation sector, in 11 years. The Indian CarMarket has undergone phenomenal changes from the sellers market tothe buyers market. The market is flooded with mid-sized cars of differentsegments like:-
Today we see the unusual spectacle of too many cars chasing toofew Indians. Today, one can observe that as compared to a few years
back, in todays automobile market, a principal company offers a widerang of models of different segment and their variants.
Like Indias new-car industry, the used- car segment is booming,while at the same time reflecting changing Indian lifestyles and outlooks.Unofficial estimates gauge the unregulated used- car industry asworth US$ 3.28 billion. Organized used car business is estimated at a
more $656 million, though no concrete studies have been conducted. Butthis might change, as auto majors are now starting to open their own used-car shops, altering the haphazard way this business was earlier conducted.They offer quality checks, evaluation, warranties, after-sales service androck- bottom loan options.
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Analysts had expected that thetendency of car owners in developed markets to replace their cars once inthree of four years would catch on in India by 2010-12. But the trendalready seems to have arrived. Earlier we had people owing the same carfor 20-30 years, says Rana Sethi, partner of used-cars dealer Popular CarBazaar in suburban Mumbai. : Now we have customers changing cars
every four months.
Refusing to be denied a slice of Indias growing car- sales cake,leading automatic makers have now entered the used-car mela (boisterousfestival). Sporting a separate brand name, manufacturers use their new-carnetworks to sell used vehicle as well. Skoda has its Signature series, FordIndia wants to expand is used-car dealership called Ford Assured Maruti Udyog launched True Value and Honda has Siels Auto Terrace.
Meanwhile, even as used car sales soar, signs indicate that Indiasnew-car market might be leveling out. After witnessing a growth-ratehigh of 30% in April, sales barely touched a 10% improvement in year-on-year figures for May. According to figures from the Society of IndianAutomobile manufacturers (SIAM), the apex body of 34 auto and auto-engine makers in India, 60,618 new cars were sold in May, comparedwith 55,165 units in the same month in 2003. But the dip id being putdown to political uncertainty and a stock market dive after Mayselections in which a Congress Party-led government came into power.
SIAM has also controversially proposed that the government scrapabout 70 million old vehicles, including 15-years-old cars and 10-years-old commercial vehicles. Purportedly on anti-pollution,safety and healthgrounds, the move could fetch the central government $984.6 million intaxes. Automakers as well could obviously enjoy bigger benefits fromenforced car buying, particularly used-car dealers.
Expectedly, commercial-vehicle owners who own these ancientvehicles are fuming. The All India Motor Transport Congress says SIAM
simply wants to sell more cars, and believes that Indias economy is notripe enough to scrap 15-years-old vehicles. They threaten to launch anagitation campaign if the government implements the proposal.
If you think deeply enough, ordinary Indian middle-class peopleare better off not owing a car just to show off that we too own a car,
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Nair says with wisdom from hindsight, Unlessthe employers pay a good travel allowance for fuel.
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A
Segment
B
Segment
C
Segment
Upper C
Segment
D
Segment
SUV
Segment
MUV
Segment
Maruti800
MarutiZEN/Estilo
Honda City Honda
Civic
Honda
Accord
Honda
CR -V
MahindraScorpio
Maruti
OMNI
Hyundai
Santro
Hyundai
Accent/Verna
Hyundai
Elantra
Toyota
Camry
Hyundai
Terracan
Mahindra
BoleroMarutiWagon-R
ChevroletteOptra/Aveo
HyundaiTucson
FordMondeo
HyundaiTuscon
ToyotaQualish
Fiat Uno MarutiVarsa
ToyotaCorolla
OpelVectra
MitsubishiPrado/Pajaro
ToyotaInnova
TATAIndica
MarutiEsteem
SkodaOctavia
HyundaiSonataEmbera
GrandVitara
MarutiGypsy
Gets Ford Fiesta FordEndeavor
GMTavera
MarutiAlto
MarutiBaleno
ToyotaLand
Crusier
FordTempo
TraxMarutiSwift
Ford Escort MercedesM class
FordtempoTraveler
GM OpelCorsa
TATASumo
MercedezeBenz
TATASafari
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Sr. No. Particulars Page No.
1. Introduction 5
2. History Of Honda Siel Cars India Ltd.(HSCI)
8
3. Founders 9
4. Hondas Global Vision 95. Project At A Glance 10
6. B.O.D. & Corporate Auditors 12
7. Size And Form Of Organization 13
8. Plant Location & Plant Layout 13
9. Organization Chart 14
10. Dealership Network 15
INTRODUCTION TO HONDA SIEL CARS INDIA
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Honda Siel Cars India Ltd., (HSCI) wasincorporated in December 1995 as a joint venture between Honda Motor Co.Ltd., Japan and Siel Limited, a Siddharth Shriram Group company, with acommitment to providing Honda's latest passenger car models andtechnologies, to the Indian customers. The total investment made by thecompany in India till date is over Rs. 800 crores. .
While the company sold its first 50,000 units in nearly five years, itis today geared to sell more than 50,000 units in a single year. The HondaCity, its first offering introduced in 1997, revolutionized the Indian passengercar market and has ever since been recognized as an engineering marvel inthe Indian automobile industry. Thereafter, HSCI launched its high-endmodels the Accord and the SUV, CRV. The City ZX, introduced in its newavatar in 2003, replicated the success of the earlier car. The Honda Civic,launched in India in July 2006, too has matched the success of other Honda
models and has proved an instant hit with Indian customers.
The green-field project, spread over 150 acres, is located at GreaterNoida in Uttar Pradesh. The initial installed capacity of the plan was 30,000cars per annum, on two-shift basis. This is under expansion to 50,000 cars
per annum in this financial year, with a cumulative investment of over Rs.800 crore. currently, the plan is being run on two shifts.
The Company has plant to future raise the capacity to almost100,000 cars per annum by the year 2010.
Companys product include the 8th Generation Honda ACCORD,launched in Auguest,2003 and new Honda CITY, launched in October,2003 The company is also engaged in selling its CR-V and Civic modelthrough the CBU (Complete Built Unit) importation programmed fromJapan.
In addition to meeting the growing demands of its popular models City & Accord. The All New Civic & CR-V will be a true global car
model, which will be offered to the Indian customers.
Cumulative sales till March 2006 are over 1,14,000 cars, whichinclude about 2,800 unit of CR-V model. Gross sales turnover for the year2005-06 was over Rs. 2,600 crores and the net profit was Rs. 132 crores.
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The Company has also exported CBU andcomponents worth Rs. 11.6 crores during 2005-06.
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HISTORT OF HONDA SIEL CARS INDIA LTD.
(HSCI)
HSCI was established in December 1995, with Honda Motor Co.,(Japan) and Siel Ltd. (India) being the key promoters. The companyfigures among the top players in the Indian premium and luxury carmarket.
HSCI started commercial production in December 1997 with itsindigenous level at over 50 %, which has been raised progressively and iscurrently over 72%.
Honda Siel introduced the Honda City Car, an extremelysuccessful engineering marvel, in India in December 1997. In August2000, Honda Siel added to the line-up by introducing the Honda CityVTEC.
The internationally successful Honda Accord was launched inJuly 2001. The company introduced its latest version, the all- newSeventh Generation Honda Accord, in July 2003.
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FOUNDERS: -
The history of the Honda MotorCompany began with the vision of man
Soichiro Honda. His dream was personalmobility for everyone. Soichiro Honda foundedthe Honda Motor Company in 1948. In thesame year, he designed and engineered the first
product of this company a 50 cc motorized bikeon a bicycle frame in his small shed atHamamatsu. Today, as we celebrate our 50th
Anniversary, Honda is a global company with aglobal viewpoint and a five-region globalstrategy this is reflected in a solid commitmentto local markets and economies.
HONDAS GLOBAL VISION: -
Soichiros vision was international in character. His desire was tolead the world in technology, and make a significant contribution to thecreation of a better society. As a result, most of the products that Honda
developed started out by making a difference. Whether it was the CVCCengine in the sixties or the solar powered car of the nineties, they allsought to challenge and overcome conventional wisdom.
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PROJECT AT A GLANCE: -
Name :Honda Siel Cars India Ltd.
Year of Establishment :1997.
Promoter :Soichiro Honda.
Slogan of the Company : The Power Of Dreams.
Registered Office :Plot A1, Sector 40/41,Surajpur Kasna Road,Greater Gautam Baddha Nagar,Uttar Pradesh 20307.
Ph. 011-561321-327.
Office Address :2nd floor, Kamal Theater Complex,Safdarjun Enclave, New Delhi 110 029Ph. 011-6170533, 6182493, 6183901Fax : 011-6183884.
Plant Address : A-1, Sector 40/41 (Kasna),Greater Noida Industrial Area,Kasna Surajpur Road, Uttar Pradesh.
Ph. 011-8561262, 8561263.Fax : 011-8561261.
Form of Organization : Multinational Company.
Companys Principle : Maintaining a global viewpoint, they arededicated to supplying products of the highestquality yet at a reasonable price for worldwidecustomer satisfaction.
Collaboration : Honda Motors Company, Japan and SIELGroup, India.
Products : City ZX , Civic, Accord, CR V
Competitors : Daimler Chryler India,-- 10--
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Fiat India,Ford India,SkodaMercedes BenzGeneral Motors,
Hindustan Motors,Hyundai Motor India,Maruti Udyog,TATA Engineering.
Website of the Company : WWW.HONDACARINDIA.COM
BOARD OF DIRECTORS & CORPORATE AUDITORS : -
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President & CEO : Mr. Masahiro Takadegawa
Representative Director : Mr.Takeo Fukui
Executive Vice President : Mr.Satoshi Aoki.& Representative Director
Senior Managing and : Mr. Minoru Harada withRepresentative Director panel of seven more directors.
Managing Directors : Mr.,Tatsuhiro Oyama.
Director : Mr. Satoru Kishi,
Director and Advisor : Mr.Hiroyuki Yoshino
SIZE AND FORM OF ORGANISATION: -
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Honda Siel Cars India Ltd. A joint venture, of Honda MotorCompany. Japan and SIEL Industries Ltd., India is a giant scaleindustry having an investment of about 800 Crores.
As Honda is having collaboration with mote than 80 companies of
different count rues are formed under the Multinational Co. havingnumerous branches or collaboration in other countries of the world.
PLANT LOCATION & PLANT LAYOUT:-
The factory has been set up on a Greenfield site of 150 acres inGreater Noida Industrial Area in the State of Uttar Pradesh.
In keeping with HMCIs policy, HMCL has replicated the plantlayouts, procedures and systems that characterize Hondas operationsthroughout Asia. These systems and procedures are tried and tested inother similar markets for plants of similar capacities.
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Organization Chart
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President & CEO
Representative Director
Executive Vice President &
Representative Director
Senior Managing and
Representative Director
Managing Directors
Director
Director and Advisor
Corporate Auditors
Operating Officer
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Dealership Network : -
SR
NO.
CITY DEALERS
1. RAJKOT LANDMARK HONDA
2. GOA COASTAL HONDA
3. VIJAYWADA SUNDARAM HONDA
4. AGRA HERITAGE HONDA
5. MUMBAI ARYA HONDA
6. GHAZIABAD PRIME HONDA
7. VISHAKAPATNAM SUNDRAM HONDA
8. MADURAI SUNDRAM HONDA
9. BHUBANESWAR HIGHWAY HONDA
10. TRIVANDRUM PENINSULAR HONDA
11. COACHIN PENINSULAR HONDA
12. BHOPAL ABHIKARAN HONDA13. KANPUR PUSHP HONDA
14. KARNAL PRESTIGE HONDA
15. MOINAGAR RING ROAD HONDA
16. COIMBATORE SUNDARAM HONDA
17. JALANDHAR PRESTIGE HONDA
18. CHANDIGARH PRESTIGE HONDA
19. PATIALA PRESTIGE HONDA
20. LUDHIANA PRESTIGE HONDA
21. PUNE DECCAN HONDA
22. AMRITSAR PRESTIGE HONDA23. AHMEDABAD LANDMARK HONDA
24 AURANGABAD DECCAN HONDA
25. CALICUT PENINSULAR HONDA
26. MANGALORE PENINSULAR HONDA
27. BANGALORE DAKSHIN HONDA
28. RAIPUR SHUBH HONDA
29. SECUNDERABAD SUNDARAM HONDA
30. MUMBAI ICHIBAAN HONDA
31. JAIPUR PINKCITY HONDA
32. MUMBAI LINKWAY HONDA
33. NASHIK RISHABH HONDA
34. INDORE ABHIKARAN HONDA
35. DELHI SOUTHEND HONDA
36. NAGPUR BHAVYA HONDA
37. DELHI RING ROAD HONDA
38. BANGALORE WHITEFIELD HONDA
39. KOLKATA WINDSOR HONDA
40. LUCKNOW FORTUNE HONDA
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41. GURGAON RING ROAD HONDA
42. CHENNAI SUNDARAM HONDA
43. SURAT BHAVYA HONDA
44. VADODARA KAMDHENU HONDA.
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o Photograph of Dealership
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LandMark Honda
Rajkot.
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About Hondas Product
Introduction : -
Honda Siel Cars India Limited is proud of its commitment to offerthe very best of Honda to the Indian customer.
The company has revamped its complete product offering in theyear 2003, with new versions for two of its cars, and launch of a new
product, the Honda Civic & CR -V. The old Accord and City cars havebeen replaced with new generation cars the Seventh Generation Accordand the All New Honda city. The company has also pioneered a newsegment in the Indian automobile industry with the launch of Honda Civic& CR-V in 2006, which offers its customers a distinctive combination of
the comfort of a Sedan and the thrills of an SUV. All three Hondaproducts have well accepted and highly appreciated in the market.
The Honda product family boasts of four names City ZX, Accord,Civic and CR-V, each of which stands out in the market and in the roads,as yet another example of Honda excellence:
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Honda City ZX:-OUTPERFORM
Intelligent Dual and SequentialIgnition (i-DSI) engine.
High Performance, High Fueleconomy & low toxic emissions.
Twin Spark Plug system.
World Leading friction reductiontechnology.
Colors:
Tafeta White, Alabaster Silver, Nighthawk Black, GalaxyGrey, New warm Silver, Royal red.
Price :HONDA CITY EXI 7,83,109HONDA CITY GXI 8,26,437HONDA CITY CVT 8,94,018HONDA CITY V-TEC 9,08,396
Honda CIVIC :-Pure Exhilaration
Engine Type : i-VTEC,1.8L.
5- Speed AT with PaddleShift, Grade Logic control &Shift Lock.
Synchromesh 5 Forward, 1Reverse.
Colors : Habanero Red,
Galaxy Grey, Bluish Silver, Tafeta White, AlabasterSilver, Nighthawk Black.
Price : CIVIC (MT) 12,35,045CIVIC (AT) 13,13,461
.
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Honda Accord: -
The Unbeatable Accord
Unrivalled 3000 cc engine.
Ultimate in power &aggression, perfection.
5 speed AutomaticTransmission.
Extra ordinary comfortableseating.
Colors : Galaxy Gray,Nightawk Black, Signet White, Desert Mist, Tafeta White.
Price : HONDA ACCORD V-Til (MT) 16,53,789HONDA ACCORD V-Til (AT) 17,33,206HONDA ACCORD V- 6 19,09,011
Honda CR-V :-Live Up
Intelligent 2.4, i-VTEC engine. 5 Speed Manual or Automatic
Transmission. Refined suspension.
Colors : Premium White PearlNight Hawk Black,
Whistler Silver Metallic,Green Tea Metallic, NewRed Pearl.
Price : HONDA CR V(MT) 21,67,778
HONDA CR V(AT) 22,51,936
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PRICING POLICY:-
Pricing Policy is the standing answer of the firm to requiringproblem of pricing. It provides guidelines to marketing manager to solve
appropriate pricing decision. If competition is mainly on price bases theneach marketer generally prices their product at the same time level theircompetition.
Honda Siel Cars India Ltd. Itself sets the prices of cars and themargin of dealers commission is added in the company price list.
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Marketing Department
SR. NO. PARTICULARS Page No1. Introduction 23
2. Marketing Past And Present 24
3. Market Competitiveness 25
4. Emerging Tools Of Marketing Used By Honda 25
5. Marketing Research 26
INTRODUCTION :-
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In common parlance, marketing is the process of selling something at ashop or market place. But the concept of marketing has changed from time totime. Initially the producers used to produce the goods, which they sell. Hereno consideration was given to needs of the consumers. Thus consumers had
no choice but to accept the available product. But now due to development oftechnologies and also with the increase in competition the concept ofmarketing has totally changed. Today the producers produce the goods,which the consumer wants and which provides them satisfaction. Thedefinition of marketing has changed from time to time. Some of thesedefinitions are as follows.
As Defined By H.W.Huegy & R.V. Mitchell: -
Marketing is regarded as the Business of buying and as includingthose business activities involved in the flow of goods and services between
producers and consumers.
As defined By Phillip Kotler: -
Marketing is a societal process of which individuals and groupobtain what they need and want through creating, offering and freelyexchanging product and services of value with others.
Marketing management is the process of planning and executing theconception, pricing, promotion and distribution of ideas, services to createexchange that satisfy individual and organizational goals.
The cars manufactured by Honda are marketed all over the word underthe brand name of Honda itself though the names of the cars vary. TodayHonda has gained worldwide recognition due to its innovated and quality
products. Since its inception Honda not only has build up a reputation ofleading car manufacture in the world but is also a leader in other industries
such as Generators, Robotics, Two Wheelers. It was the dream of SoichiroHonda, the founder of Honda to build up cars that are technologically mostadvance along with price affordability. Today Honda cars have becomeworld famous and it sells its cars in nearly each and every part of the world.
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In India Honda works in a joint venture along with Siel limited. Itmainly has dealer outlets, which work, in various cities of India. One of suchdealer outlet is Landmark Honda.
Though Honda setup the dealer outlets in carious cities only these
outlets do the selling part and customer care along with maintenance of cars.Honda does rests of the managerial aspects from Japan.
MARKETING PAST AND PRESENT :-
Marketing may be defined as the process of exchange between sellerand buyer. But it also involves various other activities such as planning,
promotion, distribution, pricing, services, etc. in order to meet the wants andneeds of both the parties in a transaction.
Marketing does play an important in the development of Honda but thebasic criteria of Honda is always to develop a product keeping in mind thewants and requirements of the consumers. Before entering the Indian market,Honda checked out the requirements of the Indian buyers and then launchedtheir City model, which came out as The Best in its class.
Today renewing their City model and Accord model Honda stillHolds the grip over the Indian buyers and now they have launch new modelCivic and CR-V in 2006.
MARKETING COMPETITIVENESS :-
Each and every business faces competition the automobile industryfaces competition. Honda also faces competition from some of the otherworld class car manufacturers like:
1. Daimler Chryler India,2. Fiat India,3. Ford India,4. Skoda
5. Mercedes Benz6. General Motors,7. Hindustan Motors,8. Hyundai Motors India,9. Maruti Udyog,10.TATA Engineering.
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The company has with held its position in this stiff competitionalso. The main reason behind quality of the product and the trust, which ithas gained from the consumers.
Competitive Advantage :-
Honda products in the world are regarded as the most innovativeand advanced in terms of technology. It has been a world leader intechnology right from its inception. its v-tech engines and v-6 engineshave become world famous.
Moreover, Honda renovates the car models from time to time,which keep them along with the changing demand of the customers.Recently they have changed their City and Accord model and both of
them have become a grand success. They have introduce their new modelAll new CR-V and Civic.
EMERGING TOOLS OF MARKETING USED BY THE
HONDA
Marketing plays an important role in the success of any business.A company needs to follow the latest trend if they want to withstand theever- growing competition.
HSCI uses various latest marketing tools. One of such tool is that ofweb facility. The company provides full information about any of its
product on the Internet. They also have an online feedback form wherebythe customers can view their ideas about the products and other queries tothe company. Moreover other strategy, which Honda uses to stay with thegeneration, is by modifying their cars at a certain fixed point of time .This strategy gives them an edge over their competitors and also developscuriosity among the customers.
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MARKETING RESEARCH :-
MARKETING RESEARCH is the systematic design, collection,analysis and reporting of data and finding a reveal to a specific marketingsituation facing the company
The Marketing Research, of HONDA is carried very extensively.The research job is done from the specialist agencies for it. In this
process, sample surveys though questionnaires are the most commonlyused method. In the research the attributes that come above are: -
Effective Marketing Research involves the following steps :-
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Define the problem & Research Objective
Develop The Research Plan
Collect Information
Analyze The Information
Present Findings
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Research Methodology
INDEX
SR. NO. PARTICULARS PageNo
1. Introduction 28
2. Research Objective 28
3. Develop the Research Plan 29
-- Date Sources 29
-- Research Approaches 29
-- Research Instruments 29-- Sampling Plan 30
-- Contact Methods. 31
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Introduction: -
The Research Methodology is the method or path used in studyingthe problem. If indicates the path of research objective to findings.
Research Methodology or Research design is a method about howto go with the research what will be the Schedule of research etc. Itanswers the questions like what type of research should be done, whatshould be the sample size, what type of data should be collected, whatwould be the data collection tool, how the data will be interpreted andhow findings will be implement etc.
Research Objective : -
Marketing research is the systematic design, collection, analysisand reporting of data and findings relevant to a specific marketingsituation facing the company.
The first step calls for the marketing research to find the problemcarefully and agree on research objective a problem well defined issolved. The main objective of my research work is to find out ConsumerAwareness of Landmark Honda.
HSCI has selected the following as its objectives.
Removal of misunderstanding about the Product.
Expansion of Market
Collect favorable Public Opinions.
To boost up the sales
To Strengthen the brand image.
To increase popularity of companys product
To introduced a new product in market
To develop corporate image. To Support and Stimulate dealers and salesmans selling efforts
To position the brand in the target Market.
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Develop the Research Plan : -
The Second Stage of marketing research calls for developing themost efficient plan for gathering the needs information. Designing a
research plan calls for decisions on the followings.
Data Sources :-
The researcher can gather the data from primary or secondarysource. The primary data are the original data which collected by theresearcher only, and the sources for the primary data are consumers,dealers, salesman etc. The Secondary data are the readymade. Datacollected by someone use in past. The sources for secondary data are
the published survey, general library, media, internal reports etc.
For this research reports, I have chosen primary data sourcecollected through customers of the Rajkot district.
Research Approaches :-
There are various approaches of research primary data can becollected in different ways like observation, focus group, Surveys,
behavioral data, experiments etc. Out of this I had gone for survey.Survey is the best-suited method for descriptive research to learn aboutpeoples knowledge, beliefs, preferences and satisfaction directly.
Research Instruments :-
The best instruments in collecting primary data for research arethe questionnaires. Questionnaire consists of a set of questions
presented to respondents for their answer. Various types of questions,proper sequence, flexibility, easy and interesting are the mainingredients of a good Questionnaire.
Sampling plan : -
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After deciding on the research approach and researchinstrument, it is necessary to design sampling plan. This plan consistof 3 main decisions :
Sampling Unit: -
Sampling unit should be clefined in a research the targetpopulation that will be sampled. Once the Sampling unit isdetermined, a sampling frame must be developed so that everyonein the target population has an equal chance of being Sampled Inthis regard, the sampling unit for this survey is all the customerswho visit Landmark Honda. The Survey is done at the LandmarkHonda only.
Sample Size :-
How many people should be surveyed? Large samples givemore reliable result then small samples. However, it is not possiblefor each & every unit of population to get selected as a sample.samples of less than 1% at the population can often provide goodreliability given a credible sampling procedure. So I had decided totake the sample size of 100 customers from Rajkot only.
Sampling procedure :-
How should the respondents to be chosen? I have selectedcustomers of Rajkot .
Contact Method : -
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Once the sampling plan has been determined, it must be decidedhow the subject should be contacted. There are mainly four method tocontact the respondents; mail, telephone, personal or direct contact andonline interviews. so for my research I had selected the direct/personal
contact. As it is the most effective method, the interviewer can askmore questions and record additional observation about therespondent. This method is require more administrative planning andSupervision and also takes much time for survey but give moreeffective result also.
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Data Analysis and Interpretation
Q. 1 Gender :-
Result:-
Gender Respondent
Male 64
Female 36
Graphical Presentation:-
Interpretation:-
The above chart shows the gender of the respondents, from thetotal sample size of 100, there are 64% male & 36% Female.
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Male
Female
36% 64%
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Q. 2 Age Group :-
Result:-
Age Group No. of Respondents
20 to 30 years 12
30 to 40 years 42
40 to 50 years 30
50 Above 16
Graphical Presentation:-
Interpr
etation: -
According to the result, we may see that most at the consumerwho came to enquire about Honda are from age group of 30 to 40years. Not only that, 30 consumers were from mid age group of 40 to50 and 16 consumers were above 50 years which shows the carscharacteristics. We can say that the Company is successful in targetingthe right consumers.
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0
10
20
30
40
50
20 to 30 30 to 40 40 to 50 50 Above
Age Group
Respondent
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Q.3 What is your Educational Qualification ?
Result:-
Education RespondentsUnder Graduate 23
Graduate 29
Post Graduate&above
17
Professional 31
Graphical Presentation:-
I
nter pre
tati on:
-
The above chart shows the qualification of the respondents,from the total sample size of 100, most of the consumers are
professional and minimum consumers are post graduate degree holder.
-- 35--
Respondent
Education
Respondent
0
5
10
15
20
25
30
35
Under
Graduate
Graduate Post
Graduate
&above
Professional
Respondent
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Q.4 What is your Occupation?
Result:-
SR. No. Particulars Respondents.
1 Business 31
2 Industrialist 6
3 Profession 22
4 Service / job 21
5 Student 12
6 others 8
Graphical Presentation:-
Interpretation:-
The above chart shows the occupation of the respondents, fromthe total sample size 100, According to the research for consumerawareness most of the consumers are businessman and minimumconsumers are industrialist.
Q.5 What is your approximate annual Income?
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0
1 0
2 0
3 0
4 0
B u s in e s sIn d u s tr ia l is tP rof e s s io nS e r v i ce /
jo b
S tu d en t o th ers
occupation
Respondent
28
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Result:-
Particulars Respondents.
Less than 3,00,000 153,00,000 -5,00,000 28
5,00,000 -10,00,000 26
10,00,000 Above 11
Graphical Presentation:-
Interpretation:-
Out of 100 customer, 80 customer are earning so out of 80customer.
19 % are lower class level.
35 % lowers middle class people32% middle class level14% upper class level.
-- 37--
Income
0
5
10
15
20
25
30
less than 3
lacs
3 to 5 lacs 5 to 10 lacs 10 lacs
Above
Respondent
28
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Q.6 Do you have a car?
Result:-
Particulars RespondentsYes 56
No 44
Graphical Presentation:-
Interpretation:-
From above chart we may conclude that from 100 consumersselected for research , 56 % already having their own car, where as44% not having any car currently. .
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Respondents.
Yes
No
44%56%
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Q.7 If yes, which car do you have?
Specify the product name
Result:-
Particulars Respondents.
Honda 15
Tata 24
Hyundai 18
Ford 6
Maruti 21
other 16
Graphical Presentation:-
Int
er pret
ati on:-
From the above data most of the consumers have TatasProduct and Maruti Product because of less prize.
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Brand name0
5
10
15
20
25
Honda Tata Hyundai Ford Maruti other
Respondent
28
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Q.9 Which car you want to buy from Honda company ?
Result:-
Car RespondentsHonda City ZX 42
Honda Civic 28
Honda Accord 18
Honda CR-V 12
Graphical Presentation:-
Interpr
etation :-
TheabovechartShowsthat mostof the
consumers want to buy a Honda City and minimum consumers want tobuy a Honda CR-V.
-- 41--
Car
0
5
10
15
20
25
30
35
40
45
Honda City ZX Honda Civic Honda Accord Honda CR-V
Respondent
28
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Q.10 From which Source do you come to know about Honda
company ?
Result:-
Particulars Respondents
Friends 58
Advertisement 26
Companys Executive 16
Graphical Presentation:-
In terpretati
on:-
Fromabovechart it isclears thatmost of theconsumerknowabout
Hondacompany by their friends and minimum consumers know about Hondacompany by companys Executive. .
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Respondent
28
0
10
20
30
40
50
60
Friends Advertisement Companys
Executive
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0
2 0
4 0
6 0
8 0
P ric e P ro du c t B ra nd
N a m e
H o n d a
Services
Q.11 While purchasing a Honda car, which factor influence yours
decision Most?
Result:-
Particulars Respondents
Price 20
Product 5
Brand NameHonda
63
Services 12
Graphical Presentation:-
Interpretation:-
The above chart shows that majority of the consumers agreedwith Brand name and minimum consumers agreed with the product.
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Respondent
28
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Q.12 While purchasing Honda product, which factors do
you want from following ?
Result:-
Particulars Respondents
Comfort 14
Looks 34
Price 10
Mileage 42
Graphical Presentation:-
Interpretation:-
The above chart shows that most of the consumers want a lessMileage in Product. And minimum consumers go for products price.
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0
10
20
30
40
50
Comfort Looks Price Mileage
Respondents
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Q.13 Would you like to purchase a Honda product?
Result:-
Answer Yes NoRespondents 63 37
Graphical Presentation:-
Interpretation:-
Because considering all the above factor, most of the consumersare sure to purchase a car. Where as rest of the consumers are not sure to
purchase a car. This shows consumers awareness and determination inthe mind of themselves by this way one may get maximum responsefrom the consumers and turn their visit in a successful sales deal.
-- 45--
Yes
No.
63%37%
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Q.14 While purchasing any Honda product which benefits do you
consider most?
Result:-
Particulars Respondents
Services 24
Warranty 30
Schemes 28
Other facility 18
Graphical Presentation:-
Inter
pretati on:-
Theabovechartshowsthat,most of
theconsumer want warranty as a benefits..
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Respondents
Benefits
0
5
10
15
20
25
30
Services Warranty Schemes Other facility
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0
10
20
30
40
50
60
70
Reference Adds: T.V.
News Paper,Magazine,
Hoarding
Others
Q.15 From following promotional activity by which do you
aware about Honda company?
Result:-
Particulars Respondents.
Reference 61
Adds: T.V.,News Paper,Magazine, Hoarding
24
Others 15
Graphical Presentation:-
Interpretation:-
From the above chart it is clear that most of the personsknow about Honda company by other reference.
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Promotional Activity
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Q.16 What do you feel about activities like discount, loan, festival
offers of Honda Companys Showroom?
Result:-
Answer Excellent Good Ok Poor
Respondents 44 30 18 8
Graphical Presentation:-
Interpret
atio n:-
The above chart shows that , the consumers want some benefitswhile purchasing a car, the consumer rated the activities as of the bestnature and this replay was as most of them rated as excellent and good.
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0
10
20
30
40
50
Excellent Good Ok Poor
Responden
ts
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Q.17 How do you rate dealership showroom facility in terms of
appearance, comfort, cleanliness, car display and layout?
Result:-
Answer Excellent good Ok Poor
Respondents 21 36 31 12
Graphical Presentation:-
Inte
rpreta tion:-
Theabovechartshowsthat
The customers rated the dealership showroom facility as of the best
nature and again replay was positive side most of them rated as good..
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0
5
10
15
20
25
30
35
40
Excellent good Ok Poor
Respondents
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Q.18 How do you rate the time period taken to deliver vehicle
from booking date till final delivery date.
Result:-
Answer Excellent good Ok Poor
Respondents 32 25 30 13
Graphical Presentation:-
Int
erpreta tion:-
Theabovechartshows
that when this question was put forwarded to be customers the replay
was in the affirmative as almost all rated the deliver vehicle frombooking date till final delivery date to be of the best nature..
-- 50--
Respondent
s
0
5
10
15
20
25
30
35
Excellent good Ok Poor
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Q.19 How would you compare Honda car with other
competitive Brand ?
Result:-
Answer Excellent good Ok Poor
Respondents 36 30 24 10
Graphical Presentation:-
Int
erpreta tion:-
Thisresultshowstheeffect
of the car on the mind of the customers. From all 100, most thecustomers replay was excellent and minimum customers rated with thecar as poor. This is unavoidable as one can not make anything like
perfect in all respect because tastes and nature of each customer isdifferent and it affects a lot on their choice.
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0
5
10
15
20
25
3035
40
Excellent good Ok Poor
Respondents
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Q.20 How was the overall experience at the
Honda premises
(Landmark Honda) you visited ?
Result:-
Answer Excellent Good Ok PoorRespondents 32 44 24 0
Graphical Presentation:-
Interpretatio n:-
This datashowstheoverall
experience of all 100 customers who visited the showroom. The overallexperience of the entire customer with the dealership was goods as theyrated the sales deal as a nice experience. Neither of them found any faultduring the deal.
Q.21 Give your suggestion about Honda Company.
-- 52--
Responde
nts
0
10
20
30
40
50
Excellent Good Ok Poor
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Objective:-
To give the consumers thoughts space where he may express hisviews or drawbacks of the car, to let him point out any thing to beimprovel in the car, about Service or anything relating to the car.
Customers want a small car, which can be affordable to a commonman as a result everyone can enjoy the benefits of Honda.
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Overall Findings
As we see in the previous pages of analysis, the emphasiswas on the study of the consumer awareness which is the topic ofthe study the overall analysis of these all findings will conclude the
fact and suggestions which came to know by this analysis. All theconsumers are well aware about Honda Company and all of theconsumers have agreed that the Services of give by the HondaCompany is very good.
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CONCLUSION
The industrial training and preparation of this report have been veryuseful for me to get a look into the real business environment whether it isexternal or internal. The opportunity given to me has created the
awareness of real business world and extraordinary knowledge in theexcellent field of marketing. Honda is fulfill three parameters likemaintenance , excellent mileage, advance technology hence the successratio is high.
HSCI is forgoing ahead into the new millennium rapidly. HSCIalways be the first to introduce the technologies of the future to theconsumer and always be in the disciplined mode of achieving perfectionin al of its actives for making the benchmark in the corporate world.
HONDAS slogan: Power Of Dreams
MM CONCEPT: Man Maximum Machine Minimum
HONDA
Well known brand globally
It can be said HONDA is truly future technology
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LIMITATIONS
Each and every study has several limitations so in my study.The limitations are as under.
1. The major limitation of the research is the size of the sample. Ihave analyzed Rajkot corporate with the total sample size 100 only.Therefore the analysis may not show a clear picture of the Rajkotcorporate.
2. Time and cost were always a constraint.
3. I conduct survey only on corporate so it gives only corporate dataand not data of others customers.
4. Respondents were not open in providing the required information.
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SUGGESTIONS
It is not enough to understand and learn about concept of amultinational say for example HSCI, but from my study I would like torepresent following suggestions that should be taken considerably by the
company.
1. Company should also try to introduce a small car, which can beaffordable to a common man as a result everyone can enjoy the
benefits of Honda.
2. Company should try to improve production so waiting period isless in comparison of demand.
3. Company should a increase the range of product to fulfill differentneed of different customer at different level.
FUTURE PLANES
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Honda India To Invest $33 Million To Expand Capacity :-
On Wednesday, December 14, 2006, The Indian unit of JapansHonda Motor Co. will invest 1.5 billion rupees ($33 million) to expand its
plant capacity to 50,000 units a year from 30,000 and will double capacityby 2010.
The expanded capacity will accommodate its recently launchedCity ZX model and the CIVIC, which will hit the roads in 2006, It alsoincludes an enhanced engine assembly unit, a separate door assembly areaand a spare parts warehouse, the company said in a statement.
The latest investment plan will take its commitments in India to 8billion rupees, the company said.
The firm also makes the Accord family saloon at its plant in theoutskirts of New Delhi and imports fully built CR-V sport utility vehicles.Honda mainly competes with the Indian units of Ford, General Motors aHyundai, beside leader Maruti Suzuki and Tata Motors.
Honda to invest Rs 700 cr in next 5 years:-
On Tuesday, December 13, 2006, NEW DEHLI, Honda Siel cars
India (HSCL) on Tuesday said it would be investing Rs 700 crore in theIndian Market over the next five years. The money will be used forcapacity expansion as well as new launches, HSCL President and CEO,Masahiro Takedagawa told reports in New Delhi.
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BIBLIOGRAPHY
For getting the information for the aspects of theory and practicalknowledge. I have referred below listed Books and Web Sites:-
1. Marketing Management Pholip Kotler.
2. Marketing Management Sherlekar.
3. WWW.WHATAHONDA.COM
4. WWW.HONDACARINDIA.COM
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Market Research On Consumer Awareness Of
Landmark Honda
Note :-
1. This research is for educational purpose only.2. Please tick mark the appropriate box.3. please give up the relevant information.
Name :-
Address :-
Ph. No. :- Mobile No. :-
1. Gender :- Male :
Female :
2. Age :- 20 to 30 year
30 to 40 year
40 to 50 year50 Above
3. What is your Educational Qualification ?
Under - Graduate
Graduate
Post Graduate
& Above
Professional
4. What is your Occupation?
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Business
Industrialist
Professional
Service /job
Student
Other
5. What is your approximate annual income ?
Below 3,00,000
3,00,000 5,00,000
5,00,000 10,00,000
10,00,000 Above
6. Do you have a car?Yes
No
7. If Yes, which car do you have ?Specify the Product Name
HondaTataHyundaiFordMarutiOther
8. Are you aware about Hondas Product ?YesNo
9. Which Car do you want to buy from Honda Company?Honda City ZX
Honda Civic.
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Honda Accord
Honda CR-V
10 From which source do you come to know about Honda Company ?
Friends
Advertisement
Companys executives
11 While Purchasing a Honda Product, which factor influence your
decision Most?
Price
Product
Brand Name (Honda)
Services
12. While Purchasing Honda Product, which factor do you want from
following?
Comfort
Looks
Price
Mileage
13 Would You like to purchase a Honda Product ?YesNo
14 While purchasing any Honda Product which benefits do you
consider most?
Services
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Warranty
Schemes
Other Facility
15. From following promotional activity by which do you aware
About Honda Company?
T.V. Ads.
Newspaper
Magazine
Hoardings
16. What do you feel about actives like discount, loan, festival offers ofHonda Companys Showroom?
Excellent
Good
Ok
Poor
17. How do you rate dealership showroom facility in terms ofappearance, comfort, cleanliness, car display and layout?
Excellent
Good
Ok
Poor
18. How do you rate the time period taken to deliver vehicle frombooking date till final delivery date.
Excellent
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Good
Ok
Poor
19. How would you compare Honda car with other competitiveBrand ?
ExcellentGood
Ok
Poor
20. How was the overall experience at the Honda premises(Landmark Honda) you visited ?
Excellent
Good
Ok
Poor
21 . Give your suggestion about Honda Company.