shivu honda shine
TRANSCRIPT
CHAPTER NO.
TITLE PAGE NO.
1 Introduction 2 Research design 3. Company profile 4 Product profile 5 Theoretical background6 Data analysis and interpretation 7 Findings 8 Suggestions 9 SWOT analysis10 Conclusion11 Appendix
Questionnaire Bibliography
LIST OF CONTENTS
INTRODUCTION
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INTRODUCTION Honda Motor Company, Ltd. Honda Technology Research
Institute Company, Honda is a Japanese multinational corporation
primarily known as a manufacturer of automobiles and motorcycles.
Honda is the world's largest manufacturer of motorcycles as well as
the world's largest manufacturer of internal combustion engines
measured by volume, producing more than14 million internal
combustion engines each year.
Honda surpassed. N is an in 2001 to become the second-
largest Japanese automobile manufacture As of August 2008, Honda
surpassed Chrysler as the fourth largest automobile manufacturer in
the United States.
Honda is the sixth largest automobile manufacturer in the
world. Honda was the first Japanese automobile manufacturer to
release a dedicated luxury brand. Aside from their core automobile
and motorcycle businesses, Honda also manufactures garden
equipment, marine engines, personal watercraft and power generators,
amongst others. Since 1986, Honda has been involved with artificial
intelligence/robotics research and released their AS IM O robot in
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2000. They have also ventured into aerospace with the establishment
of GE Honda Aero Engines in 2004 and the Honda HA-420 Honda
scheduled to be released in 2011. Honda spends about 5% of its
revenues into R&D
History From a young age, Honda's founder, Soichiro Honda had a
great interest in automobiles. He worked as a mechanic at a Japanese
tuning shop, Art Shokai, where he tuned cars and entered them in
races. A self-taught engineer, he later worked on a piston design
which he hoped to sell to Toyota.
The first drafts of his design were rejected, and Soichiro
worked painstakingly to perfect the design, even going back to school
and pawning his wife's jewellery for collateral.
Eventually, he won a contract with Toyota and built a factory
to construct pistons for them, which was destroyed in an earthquake.
Due to a gas shortage during World War II, Honda was unable to use
his car, and his novel idea of attaching a small engine to his bicycle
attracted much curiosity. He then established the Honda Technical
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Research Institute in H amamats u, Japan, to develop and produce
small2-cycle motorbike engines.
Calling upon 18,000 bicycle shop owners across Japan to take
part in revitalizing a nation torn apart by war, Soichiro received
enough capital to engineer his first motorcycle, the Honda Cub. This
marked the beginning of Honda Motor Company, who would grow a
short time later to be the world's largest manufacturer of motorcycles
by 1964.
The first production automobile from Honda was theT360 mini
pick-up truck Powered by a small 356 cc straight-4 gasoline engine, it
was classified under the cheaper Kei car tax bracket. The first
production car from Honda was the S500s ports car. Its chain driven
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rear wheels point to Honda's motorcycle origins.
RESEARCH DESIGN
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RESEARCH DESIGN
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OBJECTIVES OF STUDY
To study the profile of the organization
To understand the concept of marketing analysis
To analyze the marketing strategies of the organization
and evaluate the financial health of the company.
To know the brand image of the company.
To know their distribution channel of the organization.
To study the marketing mix of the organization.
SCOPE OF THE STUDY
As the subject “Marketing Mix of Honda It helped me to
acquire the information about marketing mix of more
stress is given on marketing mix and their products.
Honda It is important to remember that how
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This project relates with what specifically marketing mix is,
what its elements are and how they coincide to produce a
comprehensive, cohesive and effective sales strategy.
Honda product is perceived by the customers is
dependent on the target market.
All the elements of the marketing mix(Product, Price,
Promotion, Physical distribution) should be developed
according to who the target market is?,
what their needs are? and
how the Honda wants its product to be perceived?
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METHODOLOGY OF THE STUDY
Research as a process involves defining and redefining
problems, hypothesis formulation organizing and evaluating data,
deriving deductions, inferences and conclusions etc, after careful
testing. Data constitutes the subject matter of analysis.
The relevance, adequacy and reliability of data determine the
quality of the study. They are the basic input for constricting
measurement scales. The entire scientific process of measurement,
analysis, testing and inferences depends upon the availability of
relevant and accurate data. For this Project I have collect Data in Two
Ways:-
a) Primary Data
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Personal interaction with company dealers and the customers of the brand.
b)Secondary DataCollection information from the internet.
Collection of information on history of company and
its products through the web site.
COMPANY PROFILE
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COMPANY PROFILE
HMSI Honda motors and scooters factory is spread over
52 acres, with a covered area of about 85,815 square meters at
Manesar, Gurgaon district of Haryana. The foundation stone for
the factory was laid on 14th December 1999 .
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The factory was completed in January 2001. The initial
installed capacity was 100,000 scooters per year, which has
reached 6,00,000 scooters by the year by 2007 and motorcycle
capacity shall be 4,00,000 per annum.
The total investment outlay for the initial capacity was Rs.
215 crores and now the accumulated investment is 800 crores.
total investment outlay for the initial capacity was Rs. 215
crores and now the accumulated investment is 800 crores.
Tokyo-based Honda Motors manufactures automobiles
and motorcycles as well as lawn mowers and snow blowers,
outboard motors and portable generators.
The company employs 131,600 people and reported
revenues of $78.2 billion in 2004.Honda makes more compact,
fuel-efficient personal vehicles than most others in the car
industry. Japanese car companies are leaps and bounds ahead
of American companies in increasing fuel efficiency, and Honda
further proved this by scoring a 62 out of 100 (second only to 14
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Toyota) in a 2006 CERES report on corporate response to
climate change.
While this is good news for consumers and the planet,
environmental groups argue that the company is not going far
enough to curb carbon emissions.
In 2005, Honda took part in efforts to prevent stricter
greenhouse gas legislation from taking shape in California, and
the company is still a target of the Rainforest Action Network's
campaign to achieve an average fleet fuel efficiency of 50 miles
per gallon by 2010.
Honda's fleet currently averages only 25.1 miles per gallon.
Honda needs to think bigger and act more aggressively to
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really curb greenhouse gas emissions and counter the global
warming trend.
Honda shine the product of honda motorcycle & scooter
india (hmsi), belongs to the 125cc segment. it is equipped with
125 cc four-stroke, air-cooled and single-cylinder engine which
is known as optimax , which can deliver 10.3 bhp @ 7500 rpm,
the ergo-tech for the ergonomics seats which can make you
feel very comfortable while riding even for long hours. and the
most important thing given for its amazing features is its engine
which can maintain optimum input for maximum output.
Its dashboard has enough light even for night time visibility.
It has all basic features, like speedometer and ODO meter on
the left and fuel gauge with on the right side three oval shaped
indicators- high beam, signal and neutral.
Technology: The Honda Shine comes with advanced
technologies, some of which are multi mapping CDI, tumble
flow combustion chamber, two-way air jacket and pulse
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exhaust system, ERGO-TECH.
Main attraction: Honda Shine has grooving gears, you
can speed up and slow down the bike whenever you want very
rapidly. It has super acceleration from 0 to 60kmph in about 5
seconds. Its tyres are made of TUFFUP tube which saves it
from the possibilities of getting punctured.
Looks: Honda Shine is available in sizzling colors like:Metallic Purple
Metallic Gray
Metallic Blue
Black and Grey with Stripes
Black and Blue with Stripes
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SPECIFICATIONS OF HONDA SHINEEngine Type : 4 Stroke, OHC Single Cylinder
Displacement : 124.6 cc
Net Power : 10.3 BHP @ 7500 rpm (7.68 KW)
Torque : 10.9 Nm @ 5500 rpm
Transmission : Constant Mesh, 4 Speed Gear
Ignition : Digital CDI (Multi-Mapping)20
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Starting : Kick, power starter
Front Brake Type : 130 mm Drum, 240 mm Disc
Acceleration : (0-60 kmph) 5.3 seconds
Rear Tyre : 2.75 – 18 48P (6PR) Rear Suspension : 3 Step Spring Loaded Hydraulic
Shock Absorber
The Marketing Mix
The Concept of the Marketing Mix. Borden began using
the term in his teaching in the late 1940's after James Culliton
had described the marketing manager as a "mixer of
ingredients". The ingredients in Borden's marketing mix
included product planning, pricing, branding, distribution
channels, personal selling, advertising, promotions, packaging,
display, servicing, physical handling. Marketing mix is the
division of groups to make a particular product, by pricing,
product, branding, place, and quality. Although some Day1
marketers have added other P's, such as personnel, packaging
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and physical evidence, the fundamentals of marketing typically
identifies the four P's of the marketing mix as referring to:
1. Product2. Place3. Target Market4. Price5. Promotion
1.Product
Product is a thing process utility. For many a product
is simply the tangible, physical entity that they may be
buying or selling.
The product is the physical product or service offered
to the consumer. In the case of physical products, it also 22
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refers to any services or conveniences that are part of the
offering.
Product decisions include aspects such as function,
appearance, packaging, service, warranty, etc The
Product Life Cycle (PLC) is based upon the biological life
cycle. For example, a seed is planted (introduction); it
begins to sprout (growth); it shoots out leaves and puts
down roots as it becomes an adult (maturity); after a long
period as an adult the plant begins to shrink and die out
(decline).
The Customer Life Cycle (CLC) has obvious
similarities with the Product Life Cycle (PLC). However,
CLC focuses upon the creation of and delivery of lifetime
value to the customer i.e. looks at the products or services
that customers NEED throughout their lives.
2.Price
New development
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Advertisement and sales promotion
Product image
Trade margin
Return on investment
Profit margin
Sales volume
The price is the amount a customer pays for the product. It
is determined by a number of factors including market
share, competition, material costs, product identity and the
customer's perceived value of the product.
The business may increase or decrease the price of
product if other stores have the same product. Pricing
decisions should take into account profit margins and the
probable pricing response of competitors.
Pricing includes not only the list price, but also discounts,
financing, and other options such as leasing. Price is also
calculated on the basis of the Demand and Supply for the
Product. Price is influenced by following factors:
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3.Promotion
Distribution vehicle
Duration of promotion
Condition for participation
Size of the incentive
Sales force The various factors affecting promotion mix
Public relation
Direct Marketing
Advertising
Sales promotion
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Promotion Mix (Meaning)
– Promotion is the persuasive communication about
the product by the offerer to the prospects. It covers
advertising, personal selling, sales promotion,
publicity, public relation, exhibition and demonstration
used in promotion. Largely it deals with non-price
competition The different elements of promotion mix
are as follows:
– Timing of promotion
4.Physical Distribution
Physical Distribution (Meaning) - Physical Distribution is to
deliver the right goods to the right customer at the right time
and place. Physical Distribution means the process of
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delivering the product to the user or consumer promptly, safely
and in time.
Physical Distribution involves planning, action and control of the
Physical flows of raw materials and finished products from the
points of origin to the points of consumption to meet the
customer’s needs. Distribution planning and accounting, in
bound transport, receiving, inventory management, these in-
plant are the warehousing, customers service, communication
– Management science
– Sales generating power
– Scope of Marketing
– inventory management Importance of Physical
Distribution
– Warehousing
– Transportation
– components of Physical Distribution.
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PRODUCT PROFILE
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PRODUCT PROFILE29
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“Honda claims the new Shine will deliver 65kpl in city conditions.”
Codenamed MC2, Honda Motorcycle and
Scooters India’s (HMSI) second bike for
India, the Shine, is the latest entrant into a
packed 125cc segment.
The Shine, which will hit shelves within April 2006, is a
significant bike for Honda, for it’s evident that given some time
the 125cc segment holds enough potential to grow into the
largest motorcycling segment in the market.
Our first impression of the Shine as it emerged through
confetti and fireworks at the launch can be summed into two
words—cautious and conservative.
Whether that is disappointing or not is for you to decide,
as Honda obviously feels this is what a majority of the Indian
buyers want.
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The new Honda comes in twin-colour codes with a
tidy front fairing that harks of bigger bro Unicorn’s beak.
Compared to the Unicorn, the Shine has instruments that are
boring, though the bike does well for itself with neat switches. A
hefty and cleverly chiselled fuel tank comes with well-designed
knee recesses and a familiar filler-cap in chrome.
Accommodating 11litres of juice, this tank blends into
boomerang-shaped side panels that lead backwards into a
smooth brake-warning lamp.
The Shine’s grab rail is straightforward and non-alloy.
Lending relief lower down is a shiny chrome silencer heat
shield. While the Shine will not immediately offer an electric
start option, HMSI has announced this will form part of its
package in July.
The bike’s four-stroke, air-cooled and single-
cylinder engine has been termed ‘Optimax’ by the 31
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marketing brains, and is broadly a scaled down version of the
Unicorn power plant. Power output is 10.3bhp at 7500rpm, a
full bhp lower than its direct competitor—Bajaj’s Discover. One
can expect the near vertically mounted 124.6cc Shine engine to
offer refinement typical of Honda, although we must reserve
any further comment till we actually test it. A CV type
carburettor performs mixing duties on this bike, and breathes
into the cylinder via a purposely long and thin induction
manifold—that’s for faster air-fuel intake velocity and
subsequently better volumetric efficiency.
The Shine’s rubber-damped alloy-cylinder is built to permit
beneficial tumble-flow character, which allows burning of a
leaner mix. As on the Unicorn, there’s an offset crankshaft to
minimise piston and cylinder friction, while the cylinder head is
cast with twin-air channels that aid prompt cooling.
Roller bearings are incorporated on the rocker fingers of
this engine, while a multi-map CDI system factors throttle angle
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into delivery of the best spark intervals. A clever feature on the
Shine is Honda using a specifically lightened drive-chain to help
transfer final-drive rights to the rear-rim.
The heel-and-toe shift operated gearbox is four-speed and
shifts all-up. Brawny power delivery low in the power band is a
much-needed feature on Indian roads, and Honda says it has
got that covered. At the same time, their R & D team has been
on the ball and has used slightly taller gearing allowing the bike
to hold higher velocity at lower engine speeds to stay as fuel-
efficient as possible. Claimed mileage from the factory is a
sensible 65kpl.
A single downtube frame skeleton
holds the Shine together, and bolts its
engine on as a stressed member. At front
there are telescopic forks for suspension,
while the rear curiously does not deploy a cutting-edge
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monoshock as found on the Unicorn.
Honda has decided in favour of boring hydraulic twin-
shocks, spoke-equipped rims and an outdated
tubular swingarm for the Shine. Puncture resistant 2.75 x 18
inch tyres are the norm front and rear. The seating position is
visibly upright and commuter-friendly, with a seat that does look
broad and feel well-padded to touch.
The Shine sells with a front disc brake and comes in
red, blue, purple, grey or an attractive black paint scheme.
The Shine enters its segment priced significantly higher than
the class-leading Bajaj Discover—in spite of that bike offering
further value for money with twin-plug technology, a box section
swing arm and alloy rims all as standard fare.
Will the intensely value-conscious customer still prefer the
wing badge on his tank? We’ll Sherlock that mystery for you in
just a while.
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Fact filePrice : Rs 46,885/49,030 (ex-showroom Pune)
On sale : April 2006
L/W/H : 2015/730/1070mm
Wheelbase : 1265mm
Ground clearance : 175mm
Fuel tank capacity : 11litres
Kerb weight : 118kg
Power :10.3bhp at 7500rpm
Torque : 1.1kgm at 5500rpm
Specific output : 82.6bhp per litre
Power to weight : 87.2bhp per tonne
Gearbox : 4-Speed, 4-up
Front suspension : Telescopic forks36
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Rear suspension : Double sided swing arm
Front brake : 240mm disc/ 130mm drum
Rear brake : 130mm drum
Wheel : Wire spoke
Size : (front/rear) 1.6 x 18/ 1.6 x 18inches
Tyre size : (f/r) 2.75 x 18/ 2.75 x 18 inches Engine : Single-cylinder, air-cooled, four-stroke,
124.6cc
Honda Shine Details
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Type : Air Cooled, OHC, 4 Stroke
Engine: 124.6 CC
Gear Box: Constant Mesh, 4SpeedGear
Maximum Power:
10.3 BHP @ 7500 rpm (7.68KW)
Dimensions:(LxWxH)
2015 x 730 x 1070 mm
Ground Clearence:
175 mm
Dimensions & WeightsOverall Length 2015 mmOverall Width 730 mmOverall Height 1070 mmWheel Base 1265 mmGround Clearance 175 mmKerb Weight --Fuel Tank Capacity 11 literReserve 1.3 literSeat Height --
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Saddle Height --Max Payload --ElectricalsBattery 12 - 12.5 AH Head Lamp Mui Reflector 12 V / 35 WTail / Stop Lamp
--
Side Indicator Lamp
--
Horn --System --
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PerformanceMaximum Speed --TransmissionGear box Constant Mesh 4 SpeedGearClutch --Tyres & WheelsFront 2.75 - 18 42PRear 2.75 - 18 48P
Chassis & BodyFrame TypeEngineType Air Cooled OHC 4 Stroke
No of Cylinders
Single Cylinder
Displacement
124.6cc
Max Power 10.3 BHP @ 7500 rpm Max Torque 1.1 -m @ 5500 rpm Bore x Stroke
--
Ignition Digital CDI Carburettor CV TypeMax Speed 100
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Compression Ratio
--
Final Drive --Air Cleaner --
SuspensionsFront Suspension Telescopic ForkRear Suspension 3 Step Spring Loaded
Hydraulic Shock Absorber
BrakesFront Brakes 240 Disc / 130 DrumRear Brakes 130 Drum
I am really in love with Honda’s cute starter segment bike, the
Honda Shine. With 125cc engine, I feel that this bike does a
very good job in giving you comfort, mileage and descent looks.
Here’s a review of the various aspects of Honda Shine.
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Styling: The looks of the bike is not sporty like the Glamour,
the competitor from Hero Honda. But I feel that the bike has a
different focus than the latter. The bike has been designed for
the ‘office commuter’ in mind who needs plain and neat looks. If
you are a college student, choose to buy the honda shine which
has the same 125cc engine but a sporty and trendy outfit.
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Performance: Many users have told me that the bike vibrates
when it is taken above 60 km/hr. But one has to remember that
this is a 125cc bike and not a 150cc one. But at low speeds, the
acceleration is fantastic. The bike gives a mileage of more than
50kmpl for sure but it can give higher number if you maintain
the right air pressure in the tires and get your bike serviced
regularly.
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The bike has very good handling, the ergonomic seats
make it very comfortable for all day riding. Gearing is a
noticeable feature in Shine. A owner of Honda Shine says –
Gearing is very user friendly. Frequent gear shifting is not
required. You can ride at quite low speeds without down
shifting. For example: if I am going in 4th gear and I approach
a speed breaker, I have been able to slow down to around
20kmph, cross the speed breaker and then accelerate again all 44
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the while remaining in 4th gear. Wow! That makes city riding
more comfortable.
The dashboard has the basic features built into it. Speedometer
and ODO meter on the left and fuel gauge with three indicators
(high beam, signal, and neutral) on the right. The indicator
lights look cute in oval shape, don’t you think so? And they are
bright enough so that it is visible even in broad day light.
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Verdict: Honda Shine sets itself apart from other bikes in
125cc segment. You know why? It is a original Honda make.
Honda is known for high quality of parts, durability and pride of
ownership. Overall this is a good bike which I would
recommend to my uncle, but not my friend!
Honda Shine 125cc Specifications:
Engine Type: 4 St, Air Cooled OHC Single Cylinder
Displacement: 124.6 cc
Net Power: 10.3 BHP @ 7500 rpm (7.68 KW)
Torque: 1.1 Kg-m @ 5500 rpm (10.9 Nm)
Rear Suspension: 3 Step Spring Loaded Hydraulic Shock
Absorber
Transmission: Constant Mesh, 4 Speed Gear
Front Brake Type: 240mm Disc / 130mm Drum
Acceleration (0-60 kmph): 5.3 Sec.
Rear Tyre: 2.75 – 18 48P(6PR)
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Great looks-great performance has been incorporated
perfectly in Honda Shine. Built on a light but advanced diamond
frame with double suspension, this 125 cc bike makes your
traveling experience smooth and jerk free. Considering the right
body stance while driving, Honda Shine takes lead with its Ergo
Tec body designing giving more decent looks to the bike.
The all new good looking Honda Shine is packed with
cutting edge technological inputs and catchy features. Honda
Shine is teamed up with revolutionary 125 cc four-stroke, air-
cooled and single-cylinder engine named as OPTIMAX that
delivers a classic 10.3 BHP @ 7500 rpm. Shine from Honda
Motors claims to achieve the speed of 0-60 K.M. within 5
seconds with a mileage of 65 Kmpl.
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The Honda Shine 125 cc is also packed with host
of advanced technologies like tumble flow combustion
chamber, multi mapping CDI, two-way air jacket and pulse
exhaust system. Honda Shine has been designed on the
ERGO-TEC technology for true riding comfort perfect body
posture.
Striking Features
The Optimax engine, 02 way air jacket and CV carburetor
makes the Shine an automatic 2 wheeler as it reduces the
usage of clutch.
New Aero dynamic design for enjoyable riding.
Multi mapping CDI with throttle sensor for proper ignition.
Tumble flow combustion chamber for better fuel
efficiency..
48 T.S.S.B.B.M.COLLEGE (B.R.B.COLLEGE CAMPUS),RAICHUR.
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Intense tail lamp, aerodynamic front cowl and fuel tank
knee grip gives Shine decent and stylish looks..
Ergo Tec design, strong & flexible diamond frame with
three step hydraulic double suspension for true riding
comfort.
Tyres fitted with TUFFUP tube that reduces the puncture
possibilities.
Roller rocker arm for better power output
ColoursThe 125 cc Honda Shine is available in 05 sizzling colors :
Wild Purple Metallic
Geny Gray Metallic 49
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Vibrant Blue Metallic
Black with Grey Stripes
Black with Blue Stripes
Price
Model Variants Ex-showroom Price (Rs.)
Shine Kick-Drum-Spoke 40,746
Shine Self-Disc-Alloy 47,906
Shine Self-Drum-Alloy 45,839
Technical Specifications
Dimensions & Weight
Wheelbase (mm) 1265
Length (mm) 2015
50 T.S.S.B.B.M.COLLEGE (B.R.B.COLLEGE CAMPUS),RAICHUR.
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Width (mm) 730
Height (mm) 1070
Ground Clearance
(mm)175
Weight (kgs) 122
Engine
Model DesignationAir Cooled, 4 Stroke OHC Single
Cylinder
Starting Self Start/Kick Start
Transmission Constant Mesh, 4 speed gears
Displacement (cc) 124.6
Gear Shift Pattern All Up
Carburetor CV Type
Suspension
Front Telescopic Fork
Rear3 Step Spring Loaded Hydraulic Shock
Absorber.
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Brakes
Front Disc/Drum Type (240/130 mm)
Rear 130 mm Drim
Tyres
Front 2.75 X 18" 42 P
Rear 2.75 X 18" 48 P
Fuel Tank (Litre) 11 (1.3 Litre reserve)
Performance
Max. Horsepower
(ps/rpm)7.68 KW(10.3 bhp) @ 7,500 RPM
Max. Torque (kg
m/rpm) 10.9 NM @ 5,500 RPM
Accelaration 0-60
KMPH5.3 sec.
Mileage 65 Kmpl
THEORETICAL BACKGROUND
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53 T.S.S.B.B.M.COLLEGE (B.R.B.COLLEGE CAMPUS),RAICHUR.
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THEORETICAL BACKGROUND Marketing concept concerns with “Identifying and
satisfying the needs and wants of consumers by providing a
market offering to fulfill those needs and wants through
exchange processes, profitably”. Some important points of
marketing –
1. Consumers of goods or services may be individuals or
organizations, or other groups, for example voters supporting a
political candidate.
2. The term ‘market offering’ is used deliberately as this can
mean a physical good, or a service, or a combination of the 54
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two, or it can be extended to cover other entities to which the
marketing concept may be applied, for example political figures
and ideas, ‘pop’ music and charitable causes.
3. The idea that an organization will seek to fulfill consumer
needs profitably is not restricted to financially profitable goals
as not all organizations aim to make profits as such, for
example non – profit making concerns such as medical and
educational institutions, or groups such as the scouts
organizations, may adopt marketing principals, but their end
objective may be counted in ways other than cash profit.
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DATA ANALYSIS AND INTERPRETATION
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DATA ANALYSIS AND INTERPRETATION57
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INTRODUCTION
Meaning:The act of interpreting; explanation of what is obscure; translation; version; construction; as, the interpretation of a foreign language, of a dream, or of an enigma. The sense given by an interpreter; exposition or explanation given; meaning; as, commentators give various interpretations of the same passage of Scripture. The power or explaining. An artist's way of expressing his thought or embodying his conception of nature. The act or process of applying general principles or formulae to the explanation of the results obtained in special cases.
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AGE
GROUPS OF RESPONDENTS
59 T.S.S.B.B.M.COLLEGE (B.R.B.COLLEGE CAMPUS),RAICHUR.
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Particulars No.of respondents percentage
22-30 22 44%
30-40 12 24%
40-50 11 22%
50&above 05 10%
Total 50 100%
INTERPRETATION:
It is obvious from the table respondents who is in the age group of 22-30 years have more preferred the Honda shine when compared to other groups the second place goes to the respondent whose age group is in between 30-40and either percentage is 24.
Two wheelers monthly sales in India
60 T.S.S.B.B.M.COLLEGE (B.R.B.COLLEGE CAMPUS),RAICHUR.
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Colours of the bike in Honda shine
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63 T.S.S.B.B.M.COLLEGE (B.R.B.COLLEGE CAMPUS),RAICHUR.
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Indian domestic vehicle sales(2010-2011)
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FINDINGS
FINDINGS
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SUMMARY OF FINDINGS
1.In the age group of respondents we come across 44% of respondents or from the group of 22-30 and most of them are from the student group.
2. In the influencing factor of the buying the vehicle 40% of the respondents are influenced by the comfort .
3. Around 56% of the respondents say that mileage range of the vehicle is around 50-6-kms per litre.
4.Nearly 90% of the respondents saying the vehicle is suitable on road condition and climate and cost of maintenance per month is medium.
5.Around 56% are in the opinion that the price of the vehicle is considered to be economic and majority of the respondents are aware of the other vehicles in the Honda shine.
6.In the resale value Honda shine it is found that nearly 80% of the respondents agree for the resale value of the Honda shine.
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7.Around 66% of the respondents are highly satisfactory after sales and services from the dealer and 60%say the style of the vehicle is well and good.
SUGGESTIONS
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SUGGESTIONS
Since there is an increase in the demands for Honda shine in market I hereby suggested that
69 T.S.S.B.B.M.COLLEGE (B.R.B.COLLEGE CAMPUS),RAICHUR.
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Postioning : good positioning of Honda shine is to be done to the target group to increase sale of volume and market share.
Massive advertisement : in order to promote sale of vehicle the company should undertake massive advertisement through different medias as there is a cut throat competition from the rivals in the market advertisement is must.
Sales service: I suggest that Honda shine should promise excellent sales service to the customer which will plus point to the company brand image.
Mileage range :the mileage given by the Honda shine medium compared to others two wheelers therefore I suggest that the company should increase the mileage of the vehicle by adopting the latest technology in order to increase the sales volume.
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SWOT ANALYSIS
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SWOT Analysis
S=Strengths
W=weaknesses
O=opportunities
T=threats
1.Strengths wide variety of models and variants
strong distribution network
strong technological support from R&D centre
low cost attractive entry level models
good high end fun racing models
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major players in the automatic gear scooter segment
cost effective models in all segment
Brand good will
2. Weaknesses
Market stagnation
High competition from different brands
Only few commuter attracted models
Very late delivery
Low production capacity
Varied model compatibility
3.Opportunities
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Tremendous demand of two-wheelers in the market
Varied customer tastes
Lack of competition in scooter market
Stringent pollution norms
Rise in buying power of youth and women
Crazy for run racing bikes
100% FDI allowance in automobile industry
4.Threats
Decrease in the buying of scooters
Entry of new brands in the market
High Stringent pollution norms
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Dynamic technology implementation in automobile sector
CONCLUSION
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CONCLUSION76
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Honda is positioning itself in the Indian market for different
segments targeting as trendy youth bikes ,racing ,fashionable and
mainly as common man commodity bikes by introducing different
models and variants.
To cope up with the marketing competition it depends on
different marketing communications to reach and attract the masses. So
far it had managed but the way of multi positioning requires quit
rigorous marketing strategies with smart marketing communication for
different positioning markets of Honda Two Wheelers in order to
succeed. Thus it can be concluded that
Honda Unicorn and Stunner is catching the eyes of the youths.
Active is the most preferred moped.
It can also be concluded as these dealers have Authorized
Sales Points under them for the area allotted to them. Having a single
intermediate for each district involves less cost. Shine is preferred by
working class of the society.
Style wise Stunner ranks after Karizma of Hero Honda Activa
is best preferred by women.
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QUSTIONNAIRE
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QUSTIONNAIRE
Dear Sir/ Madam
79 T.S.S.B.B.M.COLLEGE (B.R.B.COLLEGE CAMPUS),RAICHUR.
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I am very happy to introduce my self as Mr, SHIVARAJ B.B.M Final Year Student of T.S.S.B.B.M.College, Raichur.undergoing project title ‘’Customer satisfaction towards Honda shine’’ at Raichur as a part of my curriculum activity i would like to have response,which will be kept confidential and used for required purpose.
I kindly request to spare your valuable time to go through
and fill the questionnaires
Name :
Occupation :
Phone / Mobile :
Email ID :
Address :
1) Monthly household income
80 T.S.S.B.B.M.COLLEGE (B.R.B.COLLEGE CAMPUS),RAICHUR.
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10000- 20000 [ ]
20000-30000 [ ]
30000-40000 [ ]
40000 and above [ ]
2) Which colour model do you own presently?
Candy Blazing Red [ ]
Black with Blue Stripes [ ]
Excellent Blue Metallic [ ]
Vibrant Green Metallic [ ]
Cloud Silver Metallic [ ]
3) When did you purchase your bike?
1 year back [ ]
2 year back [ ]
3 year back [ ]
81 T.S.S.B.B.M.COLLEGE (B.R.B.COLLEGE CAMPUS),RAICHUR.
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4 year back and above [ ]
4) What information sources did you use before purchasing your
Glamour?
Newspapers [ ]
Magazines [ ]
Internet [ ]
Auto Show [ ]
Friends [ ]
Other Sources Please Mention [ ]
5)What do you think about your vehicle?
Costly [ ]
Reasonable [ ]
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Value for money [ ]
6) Do you think the price of the Glamour is affordable and reasonable?
Yes [ ]
No [ ]
7) How is the performance of your vehicle?
Excellent [ ]
Good [ ]
Satisfactory [ ]
Bad [ ]
8) How is the maintenance cost of your vehicle?
High [ ]
Reasonable [ ]
83 T.S.S.B.B.M.COLLEGE (B.R.B.COLLEGE CAMPUS),RAICHUR.
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Low [ ]
9) What is your opinion about the availability of spare parts for your
Glamour?
Satisfactory [ ]
Un satisfactory [ ]
10) How often did you get your unicorn serviced?
Every 3 months [ ]
Every 6 months [ ]
Every 9 months [ ]
No fixed schedule [ ]
11) For servicing your unicorn do you go to?
Dealer [ ]
84 T.S.S.B.B.M.COLLEGE (B.R.B.COLLEGE CAMPUS),RAICHUR.
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Honda authorized service centers [ ]
Unauthorized workshops [ ]
All [ ]
12) How satisfied are you with the after sales service of your Glamour?
Very satisfied [ ]
Satisfied [ ]
Dissatisfied [ ]
Very dissatisfied [ ]
13) Would you like to buy a Glamour again?
Yes [ ]
No [ ]
14) Would you influence others to purchase a Glamour?
85 T.S.S.B.B.M.COLLEGE (B.R.B.COLLEGE CAMPUS),RAICHUR.
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Yes [ ]
No [ ]
BIBLIOGRAPHY
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BIBLIOGRAPHY
To prepare this project report help was taken from various books mentioned below:
87 T.S.S.B.B.M.COLLEGE (B.R.B.COLLEGE CAMPUS),RAICHUR.
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Reference:
1."Move Over, Volvo: Honda Sets New Safety Standard for
Itself", an article in the "News" section of the March, 2004
issue of Motor Trend,
2.2004 Annual Corporate Report
3.The story of Honda's entry and growth in the American
market is documented in Terry Sanders' film The Japan
Project: Made in Japan. Honda
INTERNET SOURCES
88 T.S.S.B.B.M.COLLEGE (B.R.B.COLLEGE CAMPUS),RAICHUR.
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4.Honda's Corporate History
5.Honda Motorcycles at the Open Directory Project
6.Honda Worldwide site
7.Honda Press Library
8. http://en.wikipedia.org/wik
9.www.hondashine.com
10.www.gaadi.com
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