Professional Documents
Culture Documents
Marketing Startegy of Yamha Motors1
Marketing Startegy of Yamha Motors1
On
“CUSTOMER SATISFACTION ON DEALERS SERVICE
&BRAND EQUITY OF ESCORT YAMHA”
At
“FARIDABAD”
Of
U P Technical University, Lucknow
Submitted By Under the Guidance of
VIPIN KUMAR Mr. Ashish
Agrawal
Session – 2008-09
1
TO WHOMSOEVER IT MAY CONCERN
This is to certify that Mr. Vipin kumar S/o, shri Lekh Raj Singh
Roll No 0717370116 student of MBA III Semester (Batch 2007-09)
of this institution has under gone summer training with project
report titled Topic “ Customer satisfaction on dealers service
and brand equity of Escorts Yamaha”
Date :
2
PREFACE
As a part of the partial fulfillment of the MBA programme at Rajiv Academy for
Technology & Management, Mathura, Summer Training done with the Escorts
Yamaha pvt Ltd
In its broadest sense project report is necessary to make the students of business
school familiar with the industrial environment prevailing in the world. To be
competitive and work aggressive, students need to know the policies, procedures
and the trends going on in the present industrial world.
3
ACKNOWLEDGEMENT
At the onset I must bow down in reverence to the almighty that blessed us with the
understanding & prevalence that is needed in this kind of project report.
With great pleasure I express my heartiest thanks to Mr.Sanjay Bhatia, for giving me
an opportunity to work under their guidance in their esteem organization and
providing me necessary resources for my project. It makes and feels me proud to be
a part of Escorts Yamaha pvt Ltd.
I also have the honor of drawing invaluable support of N.K Banshal,without whose
unrelated support and guidance, this project would just not have been possible. He
provided me all necessary information regarding my project.
I would like to express my extreme gratitude to Mr. Ashish Agrawal for his inspiring
and supporting guidance during the course of this project. No words of appreciation
are good enough for the constant encouragement, which I have received from
him/her.
I would like to thank all the staff and the members of Escorts Yamaha pvt Ltd
At last I would like to extend my sincere thanks to all the respondents to whom I
visited for giving their support and valuable information, which helps me in
completing my project work.
VIPIN KUMAR
MBA II Yr – III Sem
4
MARKETING STARTEGY
5
Marketing strategy is the complete and unbeatable plan designed
specially for attaining the marketing objective of the firm. The marketing
objectives indicate what the firms want to achieve and for achieving these
unit level which in turn decides the total corporation success. The linkage
and vital, and in this linkage lays the significance of Marketing Strategy Since
nebulous idea. It is well outlines game plan, and there are definite ways of
main steps:-
It means all four “Ps” in the right combination. The firm has to plan
how it can generate the best sales and make profit. Four “Ps” are as follows:
1- Product
2- Price
6
3- Place (Distribution)
4- Promotion.
1- PRODUCT :-
needs and desires, and therefore he pays for it. Thus products is the sum
andbusiness need.
2- PRICE:-
Price is a major marketing tool and helps in digment. Price is the value
which both the buyer and the seller are keenly interested. It brings revenue
for the company. Price is a link that binds consumers and the company.
3- PLACE:-
7
Place or distribution mix stands for the matching arrangement for the
smooth flow of goods and services from the producers to the consumers. In
meeting or on telephone.
4- PROMOTION:-
Promotion includes all those activities that are aimed at creating or stimulation
similar product of other company to the real consumers so that they can go
may be exploited.
8
1- CUSTOMER ANALYSIS AND SEGMENTATION:-
product” benefit , that are part of their purchase. This leads automatically to
Customer Segments.
2- COMPETITORS ANALYSIS:-
strategy appeals.
a- ECONOMIC CHANGES:-
9
b- SOCIAL CHANGES:-
styles, Shifts to less work and more leisure, imporved living standards and
c- POLITICAL CHANGES:-
d- TECHNOLOGICAL CHANGES:-
Not only leads to improved products but also to new substitute ways to
Market Planning.
There are certain characteristics of the market that deal with the
should be less than 50,000 . Very few wants their price to be 50,000 or more
than 50,000 . Most of the respondent wants in their bikes good mileage, low
maintenance, good pick-up and very feew go to its look. Basically young
10
Good number of respondents had shown satisfaction on the dealers
behaviour. Few responded that dealers have over influencing behaviour and
others had given their view that dealers have very formal behaviour. They do
not respond well with the customers. Although there is a contradiction in the
respondent had shown their full satisfaction for the dealers after sales service.
Respondents also wants good financial schemes from the dealers die 80% of
the respondents wants to buy the bike on finance whereas only 20% wants on
a cash payment and thus they want a reliable financial institute to finance
the purchase of bikes such as : a gift item, discount, free trips or some other
schemes.
11
SCOPE OF THE STUDY
12
Scope of the study means the area of the study to which this project is limited.
In other words, Scope means the length and breadth of the study.
# To study on delaers
13
14
USEFULNESS &IMPORTANCE OF THIS STUDY
different company
marketing.
(6)This project report also helps the company to what percentage of dealer
15
After post liberalization there have been radical changes that have taken
output & within two wheeler segment, Scooters forms a chunk of over 60
percent & bike 40 percent. Mostly bikes are liked by young generation, those
16
have fast life. The long term out look for India ‘two wheeler industry is bright.
As the growing middle classes of the country is fully based on the idea of a
Ltd thought upon the ways to widen its after sales service network. It already
has a wide network of dealers, sub-dealers & service centers. But it was
Escorts are a creation of YUDI & HARI NANDA two brothers with
small agency house, which was established on 1994 to a 6000 million rupees
Escorts today among the top ten Eng. Industrial giants in the country a
president annual growth rate of 18 percent of the past decade basis testimony
to this fact.
Escorts phenomenal growth & success stems from the fact that all its
products are geared to meet the people –agriculture. Transport industry. The
divisions a vast network of sales & services outlet in the country &
representation in some overseas market as well. They all satisfy demand that
by their vary nature are perennial & vital to the nations continuos progress.
17
Collaboration with international organizations of technological excellence
50000 share holder.22000 employers 4000 ancillary suppliers 1600 dealers &
renewed companies.
Cars. While making a significant impact on the progress of the nation, the
Yamaha Three Wheelers have also promoted self employment, and enabled
18
DPMC’s wide range of Motorcycles such as the Pulsar DTS-i, Discover
DTS-i, CT 100 has enabled hundreds of Sri Lankans to own vehicles with
MRF Tyres and Yamaha genuine spare parts are the other products
that are high in quality, through the commitment and team work of our
19
The efficiency and dedication contributed by our employees together
with the streamlining process and quality assurance have helped our
requirement that will benefit its employees, customers and all those who
interact with the organization. The Company does not just pay lip service to
responsibly and with utmost dedication to ensure that not only its products
and services but also the operations upon which it embarks to bring them to
the environment.
Environmental Policy
20
ingredients that will benefit our employees, customers and the society at
large.
prevent pollution, ensuring that all our products and services and the
regulations and comply with their provisions by controlling the exhaust gas
storm water and wash water and purifying and recycling it for usage in
safeguard the wildlife and its natural beauty through the display of educative
21
We shall operate within the requirements of an environmental
and assure you a high level of service. As a franchised dealer for Yamaha we
22
We at DPMC care about our employees, our customers and our
think about the big picture too. We care about the world around us and do our
level best to minimize the impact our products and manufacturing facilities
have on the environment. And we are proud to say that we have been
Health & Safety: in recognition of our dedication to ensure the health and
safety of our employees, customers and all those who visit our premises.
23
We are equipped with a comprehensive workshop and service facilities
and assure you a high level of service. As a franchised dealer for Yamaha we
confirm the continued availability of spares for the vehicles we offer. We also
24
02 Services will be carried out free of charge within 02 months or 2500Kms,
The prime function of this program is to educate the actual users of the
25
Fleet owners of Yamaha Motorcycles will benefit by the following
carried out.
Owners of 10 vehicles or
Category A -
more.
Owners of between 3 and 10
Category B -
vehicles.
OUR BRAND
26
It conveys to everyone our intention to constantly inspire confidence.
our brand.
In doing so, we ensure a special place for ourselves in the hearts and the
27
Our brand essence encapsulates our mission at Yamaha .
customers.
28
Speed and Transparency. Yamaha will constantly inspire confidence through
excitement engineering.
Learning
knowledge as the platform for building well informed, reasoned, and decisive
actions.
Innovation
Perfection
29
It is a value that exhibits our determination to excel by endeavouring to
Speed
30
Transparency
Management Chairman
ProfileRahul Yamaha
31
Abraham Joseph General Manager (Research & Development)
32
KEY POLICIES ENVIRONMENTAL POLICY
33
We, at Yamaha Motors, pledge ourselves towards creating and
Quality Policy
customer Value for money, for years through our products and services. This
much consideration as Quality shall be built into every aspect of our work life
34
TPM Policy
35
the capacity, flexibility, reliability and capability of its processes, leading to
36
YAMAHA MOTORS LIMITED
Community Initiatives
links with Mahatma Gandhi and the freedom struggle, they sincerely believed
that as businessmen they were trustees of the community and the profits they
37
Jankidevi Yamaha Gram Vikas Sanstha (JBGVS)
carried out by a trust, the Jankidevi Yamaha Gram Vikas Sanstha (JBGVS).
This trust was formed 15 years ago by Ramkrishna Yamaha in memory of his
grass root level in 32 villages around Yamaha Motors’s Pune and Aurangabad
plants.
improve the quality of life of the rural poor by creating self employment
38
Focus
term projects in rural health, hygiene and sanitation, education and adult
trust provides micro credit and income generation opportunities for the poor.
These projects have a positive impact on the quality of rural living standards.
last five years. Under this scheme, NGOs, public institutions, colleges,
communities to help them improve the quality of their life. The trust is
39
irrigation, environmental sanitation, veterinary services, health and education.
The scope of the women’s self help groups is simultaneously being expanded
Implementation strategy
(2) In addition, the trust secures the participation of local elected bodies like
40
Highlights - 2002-2003
AGRICULTURE
41
Village Pond - Inglun (Andra Maval)
This pond has seen the light of day through the coordinated efforts by
capacity of this pond is 16,000 cq.mt. and it will irrigate about 8 hectares of
This Kolhapur type bund has been constructed under the 'Adarsh
Gaon' scheme. The bund was constructed within three months and will help
Twenty four hectares of farm land was levelled and bunds raised to
prevent erosion of top soil and retain and percolate rain water in the farms for
better cultivation.
42
Integrated Pest Control
Demonstration Plot
43
WOMEN EMPOWERMENT AND INCOME GENERATION
equipment out of their savings which is being rented out to villagers during
Such Mahila Melavas are held once a year in our villages, which help women
44
COMMUNITY HEALTH
Health Workers
Sixteen health workers have been engaged from amongst the village
emergencies, hygiene and family planning. They were put through a training
Mobile Clinics
hospitals. Health campus too are conducted regularly through these mobile
clinics.
45
ANIMAL HUSBANDRY
Taluka.
Kapila Dairy
Khed Taluka, for fifty beneficiary families with help from CAPART.
buffaloes with financial help extended by JBGVS, and start dairy business.
46
Expansion plans Drinking water
undertaken a new project to deepen and repair village wells, install hand-
pumps and simple water purification systems at water supply points and
Rural sanitation
47
villagers to take up construction of low cost toilets, soak-pits and other
Veterinary projects
through vaccination and medical camps along with facilities for artificial
Lift irrigation
The trust has helped to bring vast tracts of unproductive land under
also assists them in raising finances for these projects through banks and
other agencies.
48
Agriculture extension
varieties of fodder.
Water conservation
Tree plantation
unused public land to combat soil degradation, scarcity of fuel and fodder
49
scarcity caused by the denudation of forests. This project will be extended to
government’s ‘model village scheme’. The trust has adopted five villages,
Village infrastructure
Community development
The trust will extend its reach to a larger number of villages through
regular village level meetings and video shows to spread awareness and
50
motivate villages to adopt women’s development and leadership, modern
Cultural initiatives
reinforcing messages through puppet shows and study tours. Local youth
Women’s development
51
Training & study tours
animators and JBGVS staff. Before initiating new field programmes, staff
village residents. This helps ensure a consistently high rate of success of all
JBGVS projects.
residents are organised to model villages where such projects have been
implemented successfully.
Project monitoring
52
organisers conduct weekly monitoring sessions with the field staff. The
executive trustee and secretary of the trust meet the staff at each project
every fortnight to evaluate its implementation. Finally, the chairman and the
1975 . SSK provides local industrial workers with opportunities for self
institutions and municipal bodies, local Rotary Clubs and NGOs in its
activities.
53
SSK has helped empower wives of factory workers by providing them
earning opportunities. Last year, its Laxmi Mahila Cooperative Credit Society
54
suite of five operation theatres is equipped to cater to complex surgical
procedures.
provides emergency and post-operative care that is on par with the best in the
country.
maintained general wards with all essential amenities to large deluxe rooms
55
kitchenette. For relatives of patients, the hospital provides guesthouse
The large hospital campus with its wide open spaces, pleasing
which provides
Some like our looks. Some go for the speed and power. The truth is our
safety. So go ahead and make your choice; whichever bike you go for, you
56
QUARTER RESULTS
30, 2006
AND ASSOCIATES
(Rs. in
57
Million)
(Audited)
Total Expenditure:
Note1)
Add: Share of Profit after tax on Investments in Associates 14.3 53.1 93.1
58
Provision for Taxation (Including Deferred Taxes & Fringe 1419.3 1024.2 5093.7
Benefit Tax)
(Audited)
Segment Revenue
59
Investment & Others 874.4 959.3 4142.0
Capital Employed
% Shareholding and
voting power of
Consolidated
Name of the company Yamaha Motors Segment
as
Limited and
Subsidiaries
60
c) Yamaha Allianz Life Insurance 74% Insurance - Subsidiary
Investments
Purchase
Financing
NOTES: 1. During this quarter, the company has written off export incentives
of Rs. 103.9 million that had accrued and was accounted during the last year,
2. Gross Written Premium (GWP) for the quarter ended June 30, 2006 of
general and life insurance business is Rs. 4501.4 million and Rs. 7321.9
million respectively. The corresponding figure for the quarter ended June 30,
2005 was Rs. 3168.8 million and Rs. 2396.7 million respectively.
61
3. For the purpose of consolidated financials the net result of the insurance
to a net loss of Rs. 38.1 million prior to elimination of inter segment revenue
of Rs. 11.2 million for the quarter ended June 30, 2006 has been included in a
manner consistent with the parent's reporting format as was done for the
revenues for both insurance businesses represent the premiums earned and
other income.
4. The consolidated accounts for the quarter ended June 30, 2006 includes a
sum of Rs. 404 million representing the transfer from shareholders' account to
5. The results for the quarter ended June 30, 2006 have been subjected to
62
6. Figures for previous year / period have been regrouped wherever
necessary.
April 2006 and as on 30 June 2006. There were Nil investors' complaints
8. The above results have been taken on record in the meeting of Board of
63
Performance ReportsListed below are snapshots of monthly sales
2006
July August
Listed below are snapshots of monthly sales performance for the Year
2005:
2005
Listed below are snapshots of monthly sales performance for the Year
2004:
64
2004
Listed below are snapshots of monthly sales performance for the Year
2003:
2003
65
Ungeared Scooters 1,443 6,265 8,225 23,110
66
J Sridhar : Company Secretary
Mumbai office :
What are the addresses & contact nos. for Pune/Mumbai offices?
Pune office :
Mumbai-Pune Road,
Phone : (020)-27472851
Fax : (020)-27407380
E-mail addresses :
1) jsridhar@Yamaha auto.co.in
2)svbhagwat@Yamaha auto.co.in
3) investors@Yamaha auto.co.in
67
How long does it take for a share transfer and a dematerialisation
request?
from the date of receipt of the relevant documents at Pune. However, all the
under physical mode is carried out, the certificate/s duly endorsed in the
name/s of the transferee/s are retained with the Company for a maximum
this facility can be offered to the shareholders who have acquired less than
500 shares at a time. All valid dematerialisation requests are dealt with within
8 to 10 days from the date of receipt of Demat Request Form (DRF) as well
When is the annual dividend payable and when was it paid last?
68
The last dividend recommended by the Board of Directors at its
meeting held on 19 May 2006 was @ Rs.40/- per share (400 per cent) of the
Meeting held on 15 July 2006 and was paid to all the eligible shareholders/
Unpaid / unclaimed dividends upto the year 1994-95 have been transferred to
not been able to encash their dividend warrants for the period upto and
including the year 1994-95 for whatever reasons can claim the same from
Unpaid and unclaimed dividends for the year 1995-96, 1996-97, 1997-
69
set up by the Central Government. As per the provisions of the section 205-C
of the Companies Act, 1956, dividends remaining unclaimed and unpaid for a
period of seven years from the date of Transfer to "Unpaid Dividend A/c" are
claimed from the Company before the expiry of seven years from the
The last bonus issue in the proportion of one share for every two
70
71
RESEARCH DESIGN
Research Design
Exploratory Conclusion
Descriptive Casual
Observati Survey
on
72
73
Basically there are 3 types of approaches used during the any research:-
1. EXPLORATORY.
2. DESCRIPTIVE.
3. EXPERIMENTAL.
information.
74
75
OBJECTIVE OF THE STUDY
76
77
DATA COLLECTION METHODS (TOOLS AND TECHNIQUES)
SECONDARY DATA
Secondary data is one which already exists and is collected from the
published sources.
4p’s
• Internet
PRIMARY DATA
The primary sources of data refer to the first hand information Primary data is
78
79
UNIVERSE : employees in Yamha motors
SAMPLE SIZE : 40
SAMPLING METHOD
There are two main categories under which the sampling methods can be put.
suitable. In this method the chance of any particular unit in the population
designs are:-
1) JUDGMENT
2) CONVENIENCE
3) QUOTA SAMPLING
All three Judgment, convenience and Quota, sampling are used in this
research.
80
81
Q.1 .- Do you have any Yamaha Motors bike ?
yes No
Student 65 % 35 %
Service man 78 % 22 %
Business man 69 % 31 %
Total 70 % 30 %
82
CBZ PASSION SPLENDOR CD100/SS JOY DAWN
man
man
83
man
man
Q . 4- What are the reasons for buying this? (give number for this)
84
Business 35% 15% 16% 17% 18% 2%
man
opinion
85
Service 50% 30% 10% 0% 10%
man
man
Q.6- Since how many Years do you Know about Yamaha Motors?
childhood
86
Q.7- What is your opinion your bike motive you to buy one mind.
87
Q.8- Yamaha Motors after sale Services?
88
Q.9- Should bike industries introduce bike exchange scheme with new one?
Yes No
89
Q.10- Which bike would you like to Purchase?
man
man
90
Q 11. Are you satisfied with the functioning of Yamaha Motors products?
Yes No
91
Q 12. Please tick 3 important reasons choose by this ?
92
Value of Reputation Good offer sales & High resale value
93
Strong & durable Price Others
Student 8% 8% 4%
Business man 6% 4% 6%
Total 7% 7.3% 6%
94
Q 13. What was the mode of purchase of this vehicle ?
finance finance
man
man
95
Q 15. what was the source from which you bear about Yamaha Motors
relations
man
96
97
FINDINGS
analyzing the questionnaire, we came to know that about 60% i.e. large chunk
is using Scooter beause of its low prices, low maintenance and multi purpose
use. Because of its low price it is in easy approach for everyone. Motorbikes
are basically liked by the young generation. The main drawback in the
motorbikes is that they do not have Stepny. If we have a flat tyre on a road
than with the help of Stepny we could be able to reach our destination on time.
About the liking of the bike basically Hero Honda ism on the top than
Yamaha and thanother bikes. Honda is liked because of its fuel efficiency buy
Yamaha, because of its good pick-up. As all the respondents says that no
doubt, Yamaha has very good pick-up but its fuel efficiency and stability is its
draw back. All the respondents had shown their full satisfaction on their
purchase.
98
99
• Change in model frequently.
100
101
CONCLUSION
At last from the market survey, I came to the conclusion that Yamaha
Motors Bikes are on more market demand because of its good fuel efficiency,
reasonable prices and its good look style. Escorts Yamaha no doubt is on
second number in the market. The main draw back of yamaha bikes is its poor
mileage.
media advertisements which can convey proper message about the bike,
hoarding on the road side, test rides, demos etc. to promote its sales. The
company should also consider the problem of finance which is the major
market. And thus Escorts Dealers should learn to acquire the market with the
leadership quality so as to lead the market and the company has to give its
proper support to the dealers to do so and dealers should also work for the
102
103
LIMITATIONS
The training period was short during this short period I tried my level
to marketing the study perfect and full proof. Yet these is following
limitations-
• It was observed that the most of the customers were not playing
• I required the submitted the report in two months and hence I had
less time at my disposal .It was not possible there fore to Conduct a
census survey.
104
105
BIBLIOGRAPHY
BOOKS CONSULTED:-
WEBSITES
1www.googlescom
2www.blonnet.com
3www.uncerg.org
4www.yamha..com
106
107
Personal Information of Customer
Address:--------------------------------------------------------------------------
( (f) others
108
Q5.How were you influenced to buy that motorbike?
(a)milege (b)-pick up
109
© Yamaha (d) Enfield
Q13.Why would you suggest to the company from which you will purchase
motorbike?
---------------------------------------------------------------------------------------------------------
---
Q14.Are you satisfied with the after sales service of Yamaha Motors
MotorCycles?
Q15. Do you follow the manual guide lines given by the company ?
110
111