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Yamaha Motors
Yamaha Motors
ON
THE STUDY OF CUSTOMER MIND FLOW FOR YAMAHA
MOTORS INDIA
Submitted by:
SHREEDHAR CHINNAKAR
MARKETING
Roll Number-140
IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF MASTER
OF MANAGEMENT STUDIES
BATCH 2014-2015
UNDER THE GUIDANCE OF
SHAILENDRA PAWASKAR
DECLARATION
I declare that this project report titled THE STUDY OF CUSTOMER
MIND FLOW FOR YAMAHA MOTORS INDIA is my own original
work, and that all sources that I have consulted have been duly
acknowledged.
Date:
Place:
Signature:
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CERTIFICATE OF APPROVAL
This is to certify that the project titled THE STUDY OF CUSTOMER
MIND FLOW FOR YAMAHA MOTORS INDIA as a part of the
curriculum of Master of Management Studies, submitted by Mr.
Shreedhar Chinnakar a student of Pillai Institute of Management
Studies and Research has been approved.
Shailendra Pawaskar
Faculty Guide
Dr. G. Vijayaragavan
Director
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ACKNOWLEDGEMENT
Too often we are so preoccupied with the destination, we forget the guiding
light.
I would also like to thank my mentor Ms.Jyoti Singh, Sales Executive (channel
sales) who guided me and ensured that I was proceeding in the right direction.
Her inputs helped shape the project and ensured that the project was on track.
I would also like to thank Mr.Dinesh Kulkarni (senior HR) who helped in
ensuring my smooth induction and functioning at YAMAHA MOTORS
INDIA PVT.LTD.
The learning and support from my college and my faculty mentor Prof.
Shailendra Pawaskar has been instrumental in helping me to provide the
foundation for my work
Shreedhar Chinnakar
MMS - Marketing
Roll No- 140
Pillai Institute of Management Studies and Research
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Executive Summary
The project was intended to study the impact of purchase patterns and
the buying behavior of customers, including the competitors. The prior
research work was done on the Motorcycle industry followed by
structuring the study.
The study is divided into 5 parts:
FOMM Study (Facilities Operation Manpower Mind of
Yamaha and its relevant competitors)
Leakage Analysis (Research on the reason for drop in sales of
the Model Alphas of Yamaha)
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o Are you greeted with a smile and offered some refreshment when
you enter the service center for the servicing ?
Promotional Activities
We were sent to the different authorized dealerships ( Shree Sai
Yamaha Thane ) across Mumbai region and were asked to plan some
promotional activities for the scooters ( Alfa and Fascino )
We were giving directions for promoting the scooter by the ASM (Area
Sales Manager) for a particular area.
I use to take both the scooters for test rides in the locality of Thane area.
Distribute the Leaflets of the scooter provided by the company.
Made a Stage Display outside the dealership.
Brand Awareness
We were assigned Brand Awareness Activity to perform for the Alfa
Scooter of Yamaha
Interns were asked to perform this activity within 3km radius of the
showroom
I was placed in Shree Sai Yamaha Thane for performing the activity
We used to ask few question to the people living near the showroom
about the Alfa Scooter.
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RESEARCH METHODOLOGY
Research Design:
Research Instrument:
Observation
Descriptive and Statistical Analysis
Tele-calling
Customer Interaction
Page 9
Scope:
The research was carried out to find factors which influence customer
satisfaction to maximum level. The study projects that customer satisfaction
level change with change in various factors like during:
Sales evaluation
During delivery of the vehicle
After sales evaluation
This research is an attempt to provide feedback to Motorcycle manufacturer
Yamaha Motors India Ltd. so that they can bring about changes in various
departments of their organization which will help them in becoming Number 1
motorcycle brand in India.
Technology
Maintenance
Looks
Style
Brand image
Behaviour of dealers
Timely delivery of documents and bike and proper information about the
product were considered
This research would give necessary details to Yamaha motors so that it could
know the various factors that affect customer satisfaction level and then initiate
appropriate changes to make it Number 1 motorcycle brand in India.
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Limitation
Page 11
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Automobile Segment
Automobile Industry
Two wheelers
Motorcycle
Scooter
Moped
Commercial
vehicles
Three wheelers
Passenger
vehicles
Passenger carriers
Mini van
LCV
Small car
M & HCV
Goods carriers
Medium car
Luxury car
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INTRODUCTION OF YAMAHA
Company History:
India Yamaha Motor Private Limited is an Indian subsidiary of
Yamaha Motor Company, Japan. Yamaha started its journey in India with
the launch of RD350 in 1985. Yamaha and Escorts Group entered into joint
venture in 1996; subsequently Yamaha acquired remaining stakes from
Escorts Group in 2001 and became 100% subsidiary of Yamaha Motor
Company, Japan. Today, the company is in agreement with Mitsui & Co. Ltd.
who became joint-investor in the company in 2008 and the company was
renamed to India Yamaha Motor Pvt. Ltd
Yamaha is Omni-present in Indian bike scenario with product range
starting from commuter bikes and goes up to performance bikes. The
Japanese company is on a mission build long-term relationship with customers
by raising their lifestyle. Yamaha is the only manufacturer from foreign land to
flourish and succeed in Indian market at this scale. The company gained
from the policy of developing bikes especially for India through which it
gained a lot of popularity among Indian customers and enthusiasts.
Characteristics of the Company:
Yamaha made its initial foray into India in 1985. In August 2001,
Yamaha Motor India became a 100% subsidiary of Yamaha Motor Co., Ltd,
Japan (YMC). In 2008, Mitsui & Co., Ltd. entered into an agreement with
YMC to become a joint-investor in the company "India Yamaha Motor
Private Limited (IYM)". IYM's manufacturing facilities comprise of 2 Stateof-the-art Plants at Surajpur (Uttar Pradesh) and Faridabad (Haryana). The
infrastructure at both the plants supports production of motorcycles and parts
for the domestic as well as overseas markets.
(YMIS) is a 100% subsidiary of YMC. YMIS is established by YMC to
provide Sales & Marketing services to IYM. Headquartered in Chennai, YMIS
supports IYM to market and sell its motorcycles & scooters in domestic as well
as export markets.
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Mahindra:
Mahindra And Mahindra Ltd is an India-based company with operations
in 18 industries that include aerospace, aftermarket, agribusiness, automotive,
components, construction equipment, consulting services, defence, energy, farm
equipment, finance and insurance, industrial equipment, information
technology, leisure and hospitality, logistics. The Companys business segments
include Automotive Segment that comprises of sale of automobiles, spare parts
and related services and Farm Equipment Segment, which includes sale of
tractors, spare parts and related services. Its subsidiaries include Tech Mahindra
Limited, Mahindra & Mahindra Financial Services Limited, Mahindra
Investments (India) Private Limited and Mahindra Investments (International)
Private Limited etc.
PIAGGIO
Established in 1884 by Rinaldo Piaggio, since 2003 the Piaggio Group has
been controlled by Immsi S.p.A., an industrial holding listed on the Italian stock
exchange and headed by Chairman Roberto Colaninno. Immsis Chief
Executive Officer and MD is Michele Colaninno.Roberto Colaninno is the
Chairman and Chief Executive Officer of the Piaggio Group, Matteo
Colaninno is Deputy Chairman. The Piaggio Group has been listed on the
Italian stock exchange since 2006.The Piaggio Group product range includes
scooters, mopeds and motorcycles from 50cc to 1,400cc marketed under the
Piaggio, Vespa, Gilera, Aprilia, Moto Guzzi, Derbi and Scarabeo brands. The
Group also operates in the three- and four-wheeler light transport sector with its
Ape, Porter and Quargo ranges of commercial vehicles.
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Awareness
Interest
Refferal
Loyalty
Action
Use
Comparison
Purchase
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Awareness:
Awareness is where the customer is made aware of the product. It is
basically done through advertisement, internet, and social media. People are
made aware about the product.
Interest:
Through advertisement, social media, and various other ways interest is
generated about the product in the mind of the customer. Were in people feel
the need and a desire to have a particular product?
Action:
Once the interest is generated customer then converts interest into an
action. Were in customer actually visits the store to see, touch and feel the
product.
Comparison:
Once the customer has seen one product, he then tries comparing that
product with the other existing product. This comparison is done on the basis of
quality, price, and product. Based on comparison the decision for best product is
done.
Purchase:
As the decision is made, it is then converted into a purchase were in
customer actually purchases the product. Purchase for any particular product is
done, only when the customer is satisfied by the products quality with respect
to other products present in the market.
Use:
Once the product is purchased, then customer personally uses it, its then
when customer actually is able to know the advantage of the product he
purchased with respect to the other product which he rejected.
Loyalty:
Once the customer is satisfied by one product, the services provided, he
would then prefer the same brand, for his next purchase. Which in turn would
make that customer a loyal customer?
Referral:
In India we basically believe in word of mouth, were in one satisfied
customer would get us 10 more customers. Once the customer is satisfied, he
would then give others the reference to buy the same product.
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FOMM ANALYSIS
This analysis helped to analyse the difference between different
competitor as well as Yamaha. This analysis helped to improve observation
skills, as the researcher had to observe certain points at each visits to the two
wheeler showrooms as customers and not as interns.
F- FACILITY
O- OPERATION
M-MAN POWER
COMMUNICATION
UNIFORM WITH NAME BADGE.
PRODUCT KNOWLEDGE.
M-MIND
BRIGHT SHOWROOM.
NEAT AND CLEAN APPEARANCE OF THE SHOWROOM.
OFFERING REFRESHMENTS (WATER, TEA OR COFFEE).
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Basically the research was carried out in the region of Navi Mumbai
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Poor
Average
Good
Very
good
Excellent
5
5
4
3
4
3
2
1
0
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Leakage Analysis:
For leakage analysis all the interns were sent to different Yamaha showroom
and were asked to call the customer who visited the particular showroom for the
enquiry of scooters.
I was sent to My Yamaha Malad for performing the activity. I used to
call customer and take the follow up by asking them few questions like
o
o
o
o
200
170
150
92
100
50
0
TOTAL CALLS
MADE
TOTAL CALLS
CLOSED
Closed call are those calls who bought the scooter of Yamaha or bought
any other brand scooters
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47
47
46
45
44
45
NUMBER OF NUMBER OF
PEOPLE
PEOPLE WENT
BOUGHT FOR ANOTHER
YAMAHA
BRAND
14
12
10
8
6
4
2
0
13
12
5
3
5
2
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-7
-13
20
20
13
15
10
5
0
TOTAL CALLS
CLOSED
SATISFIED
CUSTOMER
UNSATISFIED
CUSTOMER
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3
3
2.5
2
1.5
1
0.5
0
3
2
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Promotional activities
Another activity which was assigned to the intern was to promote the two
scooters of Yamaha Alfa and Yamaha Fascino in the dealership (Showroom)
I was placed in the Shree Sai Yamaha Thane for performing the
activity.
We were giving directions for promoting the scooter by the ASM
(Area Sales Manager) for a particular area.
I use to take both the scooters for test rides in the locality of Thane
area.
Distribute the Leaflets of the scooter provided by the company.
Made a Stage Display outside the dealership.
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Brand Awareness
We were assigned Brand Awareness Activity to perform for the Alfa Scooter
of Yamaha. Interns were asked to perform this activity within 3km radius of the
showroom. I was placed in Shree Sai Yamaha Thane for performing the
activity. We used to ask few question to the people living near the showroom
about the Alfa Scooter like
CURRENTLY DO YOU USE ANY TWO WHEELER?
Yes- 47
No-28
47
50
45
40
35
28
30
25
20
15
10
5
0
Yes
No
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49
50
40
26
30
20
10
0
Yes
No
No idea - 5
Style and looks- 5
Yamaha Brand - 7
Pick up - 4
Optimum Millage 5
7
7
6
4
3
2
1
0
No Idea
Style and
lools
Yamaha
Brand
Pick up
Optimum
Millage
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TV
Newspaper
Auto Magazine
Website
Banner
Friend/Relative
Test Rides
Others
7
7
6
5
4
3
4
3
3
2
2
1
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The sales persons dint have any knowledge about the product
1 of the 3 showroom which I visited the sales person offered me the
leaflet and said me to refer
He was busy in his mobile while I was asking him some questions about
the vehicles
Each and every dealership failed to provide test rides for the vehicles
Leakage Analysis
During the Leakage analysis I understood that Honda Activa is the bestselling scooter
People came for the inquiry for Yamaha scooter and because of some
reason they went and bought other brand scooter.
Some reasons were like price, proper servicing, friend suggested me to
buy this scooter or family suggested me to buy this scooter, Yamaha
scooter have less demand in the market and the Yamaha Scooter is not as
confortable compared to other competitors.
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Conclusion
The study was conducted to know and understand how an automobile
industry works. As an intern of Yamaha, it was the best exposure and various
projects were assigned and each project gave some learning and scope to
improve. Improved observation skills during FOMM Analysis, helped the
interns learn the difference between Yamaha and the Competitors, helped
deal with various problems while handling customer complaints during
leakage and customer feedback survey. Gained knowledge about various range
of scooters and technical details. For e.g.: FSRO( Front Side Rear On
The Seat) . Helped understand and manage events, co-ordinate with
various kinds of people and getting the work done from them, came up with
different ideas and then implement it in the exact way as decided and required.
Thus, the above Analysis shows how an Automobile Industry works
and how do they keep themselves updated about their competitors and know
where do they stand which is very important for any organization
These were the various projects handled and the opportunity to learn
and gain knowledge from them. Put together it was a great Experience.
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References
WEBSITES
www.goggle.com
www.indianauto.com
www.yamaha-motors-india.com
www.bikes.com
www.wikipedia.com
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