Shivu Honda Shine

CHAPTER TITLE PAGE
NO. NO.
1 Introduction
2 Research design
3. Company profile
4 Product profile
5 Theoretical background
6 Data analysis and interpretation
7 Findings
8 Suggestions
9 SWOT analysis
10 Conclusion
11 Appendix
Questionnaire
Bibliography
LIST OF CONTENTS
INTRODUCTION
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T.S.S.B.B.M.COLLEGE (B.R.B.COLLEGE CAMPUS),RAICHUR.

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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
Research Institute in H amamats u, Japan, to develop and produce
small2-cycle motorbike engines.
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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
rear wheels point to Honda's motorcycle origins.

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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
 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.

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 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?
METHODOLOGY OF THE STUDY

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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
 Personal interaction with company dealers and the

customers of the brand.
b) Secondary Data
 Collection information from the internet.
 Collection of information on history of company and
its products through the web site.
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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 .
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.
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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
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
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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
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.
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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
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 SHINE

Engine 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)
Starting : Kick, power starter
Front Brake Type : 130 mm Drum, 240 mm Disc
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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
and physical evidence, the fundamentals of marketing typically
identifies the four P's of the marketing mix as referring to:
1. Product
2. Place
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3. Target Market
4. Price
5. 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
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
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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
 Advertisement and sales promotion
 Product image
 Trade margin
 Return on investment
 Profit margin
 Sales volume
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 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:
3.Promotion
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 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
 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
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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
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
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– Sales generating power
– Scope of Marketing
– inventory management Importance of Physical
Distribution
– Warehousing
– Transportation
– components of Physical Distribution.
PRODUCT PROFILE
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PRODUCT PROFILE
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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
marketing brains, and is broadly a scaled down
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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
into delivery of the best spark intervals. A clever feature on the
Shine is Honda using a specifically lightened drive-chain to help
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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 monoshock as found on the Unicorn.
Honda has decided in favour of boring hydraulic twin-

shocks, spoke-equipped rims and an outdated
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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 file
Price : 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 forks
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
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Engine : Single-cylinder, air-cooled, four-stroke,
124.6cc

Honda Shine Details
Type : Air Engine: 124.6 CC

Cooled,
OHC, 4
Stroke
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Gear Box: Consta Maximum 10.3 BHP @ 7500
nt Power: rpm (7.68
Mesh, 4 KW)
SpeedG
ear
Dimensions: 2015 x Ground 175 mm
(LxWxH) 730 x Clearence:
1070
mm
Dimensions & Weights

Overall Length 2015 mm
Overall Width 730 mm
Overall Height 1070 mm
Wheel Base 1265 mm
Ground Clearance 175 mm
Kerb Weight --
Fuel Tank Capacity 11 liter
Reserve 1.3 liter
Seat Height --
Saddle Height --
Max Payload --
Electricals
Battery 12 - 12.5 AH
Head Lamp Mui Reflector 12 V / 35 W
Tail / Stop --
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Lamp
Side --
Indicator
Lamp
Horn --
System --
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Performance
Maximum Speed --
Transmission
Gear box Constant Mesh 4 SpeedGear
Clutch --
Tyres & Wheels
Front 2.75 - 18 42P
Rear 2.75 - 18 48P
Chassis & Body

Frame Type
Engine
Type Air Cooled OHC 4 Stroke
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No of Single Cylinder
Cylinders
Displacemen 124.6cc
t
Max Power 10.3 BHP @ 7500 rpm
Max Torque 1.1 -m @ 5500 rpm
Bore x --
Stroke
Ignition Digital CDI
Carburettor CV Type
Max Speed 100
Compression --
Ratio
Final Drive --
Air Cleaner --
Suspensions
Front Suspension Telescopic Fork
Rear Suspension 3 Step Spring Loaded
Hydraulic Shock Absorber
Brakes
Front Brakes 240 Disc / 130 Drum
Rear 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
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very good job in giving you comfort, mileage and descent looks.
Here’s a review of the various aspects of Honda Shine.
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
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:
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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)
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
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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.
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.
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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..
 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
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Colours
The 125 cc Honda Shine is available in 05 sizzling colors :
 Wild Purple Metallic

 Geny Gray Metallic
 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
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Technical Specifications
Dimensions & Weight

Wheelbase (mm) 1265
Length (mm) 2015
Width (mm) 730
Height (mm) 1070
Ground Clearance
175
(mm)
Weight (kgs) 122
Engine
Air Cooled, 4 Stroke OHC Single
Model Designation
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
3 Step Spring Loaded Hydraulic Shock
Rear
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
7.68 KW(10.3 bhp) @ 7,500 RPM
(ps/rpm)
Max. Torque (kg
10.9 NM @ 5,500 RPM
m/rpm)
Accelaration 0-60
5.3 sec.
KMPH
Mileage 65 Kmpl
THEORETICAL BACKGROUND
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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
two, or it can be extended to cover other entities to which the
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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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Consumer’s
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shine
DATA ANALYSIS AND INTERPRETATION
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Consumer’s
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DATA ANALYSIS AND INTERPRETATION
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
53

Consumer’s
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special cases.
Particulars No.of respondents percentage
22-30 22 44%
30-40 12 24%
AGE
40-50 11 22%
50&above 05 10%
Total 50 100%
GROUPS OF RESPONDENTS
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Consumer’s
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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
55

Consumer’s
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Consumer’s
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Colours of the bike in Honda shine
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Consumer’s
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Consumer’s
satisfaction
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Indian domestic vehicle sales(2010-2011)
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FINDINGS
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Consumer’s
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FINDINGS
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 .
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Consumer’s
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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.
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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Consumer’s
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SUGGESTIONS
Since there is an increase in the demands for Honda shine in market I

hereby suggested that
63

Consumer’s
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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.
SWOT ANALYSIS
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Consumer’s
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SWOT Analysis
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Consumer’s
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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

 major players in the automatic gear scooter segment

 cost effective models in all segment
 Brand good will
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Consumer’s
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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
 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

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Consumer’s
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 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
 Dynamic technology implementation in automobile sector
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CONCLUSION
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Consumer’s
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CONCLUSION
Honda is positioning itself in the Indian market for different

segments targeting as trendy youth bikes ,racing ,fashionable and
70

Consumer’s
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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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Consumer’s
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QUSTIONNAIRE
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Consumer’s
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QUSTIONNAIRE
Dear Sir/ Madam
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 :
73

Consumer’s
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shine
1) Monthly household income
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 [ ]
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Consumer’s
satisfaction
towards Honda
shine
2 year back [ ]
3 year back [ ]
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 [ ]
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Consumer’s
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shine
Reasonable [ ]
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 [ ]
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Consumer’s
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shine
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 [ ]
Honda authorized service centers [ ]

77

Consumer’s
satisfaction
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shine
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?
Yes [ ]
78

Consumer’s
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shine
No [ ]
BIBLIOGRAPHY
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Consumer’s
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80

Consumer’s
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shine
BIBLIOGRAPHY
To prepare this project report help was taken from various books
mentioned below:
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
81

Consumer’s
satisfaction
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shine
Project: Made in Japan. Honda
INTERNET SOURCES
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
82

Consumer’s
satisfaction
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shine
83

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CHAPTER TITLE PAGE

T.S.S.B.B.M.COLLEGE (B.R.B.COLLEGE CAMPUS),RAICHUR.

T.S.S.B.B.M.COLLEGE (B.R.B.COLLEGE CAMPUS),RAICHUR.

The first drafts of his design were rejected, and Soichiro

Eventually, he won a contract with Toyota and built a factory

T.S.S.B.B.M.COLLEGE (B.R.B.COLLEGE CAMPUS),RAICHUR.

Calling upon 18,000 bicycle shop owners across Japan to take

The first production automobile from Honda was theT360 mini

T.S.S.B.B.M.COLLEGE (B.R.B.COLLEGE CAMPUS),RAICHUR.

T.S.S.B.B.M.COLLEGE (B.R.B.COLLEGE CAMPUS),RAICHUR.

T.S.S.B.B.M.COLLEGE (B.R.B.COLLEGE CAMPUS),RAICHUR.

 To study the profile of the organization

SCOPE OF THE STUDY

 As the subject “Marketing Mix of Honda It helped me to

T.S.S.B.B.M.COLLEGE (B.R.B.COLLEGE CAMPUS),RAICHUR.

 All the elements of the marketing mix(Product, Price,

METHODOLOGY OF THE STUDY

T.S.S.B.B.M.COLLEGE (B.R.B.COLLEGE CAMPUS),RAICHUR.

The relevance, adequacy and reliability of data determine the

 Personal interaction with company dealers and the

T.S.S.B.B.M.COLLEGE (B.R.B.COLLEGE CAMPUS),RAICHUR.

T.S.S.B.B.M.COLLEGE (B.R.B.COLLEGE CAMPUS),RAICHUR.

HMSI Honda motors and scooters factory is spread over

The factory was completed in January 2001. The initial

T.S.S.B.B.M.COLLEGE (B.R.B.COLLEGE CAMPUS),RAICHUR.

The company employs 131,600 people and reported

While this is good news for consumers and the planet,

In 2005, Honda took part in efforts to prevent stricter

T.S.S.B.B.M.COLLEGE (B.R.B.COLLEGE CAMPUS),RAICHUR.

Honda's fleet currently averages only 25.1 miles per gallon.

Honda shine the product of honda motorcycle & scooter

T.S.S.B.B.M.COLLEGE (B.R.B.COLLEGE CAMPUS),RAICHUR.

Main attraction: Honda Shine has grooving gears, you

T.S.S.B.B.M.COLLEGE (B.R.B.COLLEGE CAMPUS),RAICHUR.

T.S.S.B.B.M.COLLEGE (B.R.B.COLLEGE CAMPUS),RAICHUR.

T.S.S.B.B.M.COLLEGE (B.R.B.COLLEGE CAMPUS),RAICHUR.

SPECIFICATIONS OF HONDA SHINE

T.S.S.B.B.M.COLLEGE (B.R.B.COLLEGE CAMPUS),RAICHUR.

The Marketing Mix

T.S.S.B.B.M.COLLEGE (B.R.B.COLLEGE CAMPUS),RAICHUR.

Product is a thing process utility. For many a product

The product is the physical product or service offered

Product decisions include aspects such as function,

T.S.S.B.B.M.COLLEGE (B.R.B.COLLEGE CAMPUS),RAICHUR.

The Customer Life Cycle (CLC) has obvious

T.S.S.B.B.M.COLLEGE (B.R.B.COLLEGE CAMPUS),RAICHUR.

 The business may increase or decrease the price of

T.S.S.B.B.M.COLLEGE (B.R.B.COLLEGE CAMPUS),RAICHUR.

 Promotion Mix (Meaning)

T.S.S.B.B.M.COLLEGE (B.R.B.COLLEGE CAMPUS),RAICHUR.

Physical Distribution (Meaning) - Physical Distribution is to

Physical Distribution involves planning, action and control of the

T.S.S.B.B.M.COLLEGE (B.R.B.COLLEGE CAMPUS),RAICHUR.

T.S.S.B.B.M.COLLEGE (B.R.B.COLLEGE CAMPUS),RAICHUR.

T.S.S.B.B.M.COLLEGE (B.R.B.COLLEGE CAMPUS),RAICHUR.

The Shine, which will hit shelves

Our first impression of the Shine as it emerged through

T.S.S.B.B.M.COLLEGE (B.R.B.COLLEGE CAMPUS),RAICHUR.

The new Honda comes in twin-colour codes with a

Accommodating 11litres of juice, this tank blends into

The Shine’s grab rail is straightforward and non-alloy.

The bike’s four-stroke, air-cooled and single-

T.S.S.B.B.M.COLLEGE (B.R.B.COLLEGE CAMPUS),RAICHUR.