ARS Shine 100 Final Report 190923 (1) With Feedback

Understanding Reasons
for Acceptance and

Rejection for Honda
Shine 100 cc
Prepared For: September 2023 Prepared By:

Study Findings Report
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Market Research&&Consultancy
Research Consultancy LLP
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Study Background, Research Objective and Methodology
Research Background-
Honda Motor Co., Ltd. has launched Shine 100 CC in March 2023. The client, Hero Motocorp wanted to conduct a study to understand the reasons for the
acceptance and rejection of the Shine 100 CC.
Research Objective-
Understand the strength and weakness of Honda shine 100.
Understand the KEY BUYING FACTOR, i.e., reasons for buying Honda Shine and understand what are brand USP vis-à-vis competition.
Understand the KEY REASONS OF REJECTION, i.e., the reason for not buying competition brands and not Honda Shine even after considering and
reasons for not considering.
Understanding interaction of Shine 100 with HF Deluxe & Splendor+
Research Methodology
Detailed Telephonic interviews

• Face-to-face interviews of people recruited at hotspots parking, service centres, and dealerships.
• Purposive quota-based sampling would be done
2
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Target Audience and Sample Size
Target Audience
• Age Group: 22 to 40 years
•Gender – male
•Decision Maker and the primary user
•Acceptors are buyers of Honda Shine 100
•Rejecters: Rejecters are buyers of other models post launch of Shine 100 post-April 2023 who considered Honda Shine 100;
•HF Deluxe, Splendor+, Star Sports, Platina 100/110 and Shine 125
Sample Size
Platina 100/110cc
CITY/ Owner of Honda Shine HF Deluxe Star Sports Splendor+ 100/110 bikes Shine 125 Total
Jaipur 60 20 20 16 19 135 6 141
Patna 52 6 6 10 7 81 6 87
Lucknow 53 11 11 12 12 99 6 105
Ahmedabad 50 4 6 12 10 82 11 93
Indore 40 9 6 7 4 66 23 89
Total 255 50 49 57 52 463 52 515
• We have weighted data for All Category level as per the MS of each brand (MS considered for markets covered in the survey and
brands covered in the segment)
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UNDERSTANDING SHINE 100
CONSUMERS
Be the Future of Mobility Create | Collaborate | Inspire 4

Who is Shine 100cc Marketing consumer- Skew among First-time buyers, Single Young adults using for personal
and Household work
Also appeals to middle-aged people with kids
These are relatively younger profile

Youngsters to Mid
Profile of Shine 100 owners (single) who are either students are just
Age who are single started with their first job
First time Much higher proportion of first bike

Buyer owners
Shine100 is used for a lot of

Household and Household work or going to School,
School travel not for so much business/work
Strong consideration These are Top3 brands and

shown for Splendor+, Shine 125cc has also equally
HFD & Platina strong consideration

What is most influential source for Shine 100cc consumers- Being a new launch YouTube has a distinct connection
with the brand, probably dialling up quick brand buzz as well. The positive experience of a test drive at the
dealership also further affirms consumer’s choice
YouTube (most influential &

differentiated touchpoint due
to being a new launch
Test Drive (at the dealership

gives them affirmation to go-
ahead with the bike)
Key
Sources Friends & Family (positive
review from peers also acts in
brand’s favor)

Reasons for Purchasing 100/110cc bikes
– Kano Analysis

KANO TOOL – To measure the Hygiene & Differentiating
factors Data in %
Question For both Functional and Dysfunctional questions, • Attractive (A), / Differentiators: Items where more function (e.g., more or better
respondents are asked to place a response in one of five performance) means more satisfaction. However, there is little dissatisfaction when the
categories: item is less functional or not present. These usually represent the greatest opportunity or
potential for new product development.
Dysfunctional
Dislike,
Dislike, • Must-Be (M) / Hygiene : Items where less function means less satisfaction, but satisfaction
Like Expect Neutral Cannot
Live With
Accept never rises above being ‘neutral’. These are often considered to be ‘cost of entry’ items
Like Q A A A O for the category.
Expect R I I I M
R I I I M • One-dimensional (O), Linear Satisfier: Items where more function means more
Fun Neutral
ctio Dislike, Live satisfaction in a linear fashion.
R I I I M
nal With
Dislike, • Indifferent (I): Items which do not elicit strong feelings when either present or absent.
Cannot R R R R Q
Accept
Response Categories:
A – Attractive O – One-dimensional R – Reverse
M – Must Be I – Indifferent Q - Questionable
Internal - Confidential 8
Illustration- KANO Output
• Plotting Better and Worse percentages in a scatter plot offers the following interpretation of the four key elements.
Aspects that are best
opportunities for enhancing
Attractive / Differentiators One-Dimensional
Appeal - can be USP Expensive to reorient as
customers already are getting
but any increase will have
direct impact on satisfaction
BETTER
Satisfaction increases when present
ASPECTS categorized as
‘MUST-BE’ i.e. it should be
fulfil by All else can act as
entry barriers
Aspects which are secondary Indifferent Must-Be - Hygiene
opportunities areas
Satisfaction decreases if not present
Data in %
WORSE
Data is weighted, we have worked on KANO separately for 110cc & 125cc
To attract Entry Segment buyers, need to differentiate on aspects like Engine Performance,
Affordability, Features & Looks. Whereas deliver on Mileage, Riding and Durability
100/110cc Segment
(HFD, Shine100,
ENHANCE DIFFERENTIATOR All Entry Segment (100/110cc) Owners (Weighted Base – 463) Splendor+, Sports+,
Platina Owners)
THRU-Engine, Affordability,
Feature & Look One-Dimensional
Attractive / Differentiators
CREATE DIRECT IMPACT
28%
THRU= Safety & Brand
28%
connect
26%
25%
Satisfaction increases when present
BETTER
24%
24%
22%
21%
‘MUST-FULFILL’ = Mileage,
19%
18% Riding, Seating Comfort &
Durability
Secondary opportunities = Indifferent Must-Be - Hygiene
Satisfaction decreases if not present
WORSE
Data in %
MQ2a. When it comes to 100/110cc motorcycles, could you please tell me which things are important to you for purchasing a 100/110cc motorcycle? I will read out a few aspects; please tell me to what extent do you like if it __________
MQ1b. Now again I will read these attributes & you need to tell me to what extent do you like if 100/110cc Bike is______<INSERT ATTRIBUTE> .
Category Impact and why users bought Honda Shine 100
Honda Shine100
Consumer looking
Attractive One Indifferent Must be Link up the story
dimensional hygiene for
Engine
and take the
Performace attributes from
Affordibility Add the attributes Slide 11 show
in the dedicated them in
box from Slide 10 Descending order
also state the %
nos.

What are Shine100 Consumer looking for- A budget-friendly economical bike that consume less fuel, is great on the
Engine performance, and gives good comfort. Plus Honda lineage i.e. coming from Shine product extension, also acts
as a trigger to a few.
Mileage Seeker – Heavily rely on bike Engine Performance – Do not want to

that is great on Mileage and becomes compromise with Engine Performance
pocket friendly
Seating Comfort– Seating comfort is Price– Seeking low price

another core need of such economical bikes
consumers
Aesthetics– Design and Color are Brand Trust– Brand is an another

also important aspects for them important deciding factor
Internal - Confidential 12
Understanding Key Buying Factors
Reasons of Acceptance of respective Brands

Shine 100 distinguishes itself through its Competitive Pricing and Novelty factor. On Mileage, Engine Performance
which are core KBF, competition brands have an edge over Shine 100
All respondents# ARS Shine 100 100/110cc Comp Honda Shine

Owner brand owners#** 125
Base- All brand owners 515 255 260 52
(Unweighted)
Mileage 84 76 86 56
1st Imp Block Engine Performance 43 53 57
52
Look 46 49 46 51
Seating Comfort 27 25 26 37
Riding Comfort 23 20 23 23
2nd Imp Block Price 18 25 18 6
Durability 15 6 15 27
Brand Perception 12 10 13 3
Service / Maintenance 12 6 13 2
Color & Finish 8 10 9 0
Feature 4 2 4 2
3rd Imp Block
New Model 3 9 2 2
Safety 1 1 1 2
Recommendation 1 0 2
**100/110cc Comp brand owners – HF Deluxe, Splendor+, #All & Comp data is weighted by market share
Star Sports, Platina Sig Test : ARS Shine 100 v/s Competition brand @ 90 C.I
Be the Future of Mobility Create | Collaborate | Inspire

Competition Analysis

Risk of Cannibalization
• Against Shine 100

– Bought Shine 100
• Why considered Shine 125 cc?
• Why not bought Shine 125 cc after considering?
• Why didn’t even considered Shine 125 cc?

• Against HF
– Bought Shine 100 but,
• Why considered HF?
• Why not bought HF after considering?
• Didn’t even considered HF?

Understanding Key Buying Factors
Reasons of Acceptance of respective Brands

Shine 100 distinguishes itself through its Competitive Pricing and Novelty factor. On Mileage, Engine Performance
which are core KBF, competition brands have an edge over Shine 100
All respondents# ARS Shine 100 100/110cc Comp Honda Shine

Owner brand owners#** 125
Base- All brand owners 515 255 260 52
(Unweighted)
Mileage 84 76 86 56
1st Imp Block Engine Performance 43 53 57
52
Look 46 49 46 51
Seating Comfort 27 25 26 37
Riding Comfort 23 20 23 23
2nd Imp Block Price 18 25 18 6
Durability 15 6 15 27
Brand Perception 12 10 13 3
Service / Maintenance 12 6 13 2
Color & Finish 8 10 9 0
Feature 4 2 4 2
3rd Imp Block
New Model 3 9 2 2
Safety 1 1 1 2
Recommendation 1 0 2
**100/110cc Comp brand owners – HF Deluxe, Splendor+, #All & Comp data is weighted by market share
Star Sports, Platina Change the format ofSig the chart
Test : ARS Shine 100show All brand @ 90 C.I
v/s Competition
respondent data with trended line and

Be the Future of Mobility Create
Shine 100 owners in|Horizontal
Collaborate Bar | Inspire
chart
HF Deluxe and Star Sports have an edge over Shine 100 on Mileage KBF’s. Splendor+ has an edge over Shine 100
on both KBF Mileage & Engine Performance.
ARS Shine 100/110cc HF TVS Star Bajaj

All respondents 100 Comp brand Splendor+ Honda
Owner owners Deluxe Sports Platina Shine 125
Base- All brand owners (Unweighted) 515 255 260 50 49 57 52 52
Mileage 84 76 86 88 92 86 83 56
1st Imp Block Engine Performance 43 53 48 51 54 52
52 57
Look 49 46 52 43 46 37 51
46 Platina
Seating Comfort 25 26 20 16 28 35 37
27 TVS Sports
Riding Comfort 20 23 12 10 28 15 23
23 TVS Sports
2nd Imp Block Price 25 18 20 22 18 22 6
Durability 18 6 All brands
15 16 6 16 10
15 27
Brand Perception 10 13 6 10 16 8 3
Service / Maintenance 12 6 13 10 14 14 12
12 4
Color & Finish 10 9 4 6 11 6 0
Feature 8 2 4 4 0 5 0
3rd Imp Block 2
New Model 4 9 2 2 0 4 0 2
Safety 3 1 All brands 1 2 2 0 0 2
Recommendation 1 1 0 0 0 0 0 2
Shine 125 has edge over Shine 100 on Engine Performance, Seating comfort & Dura
*100/110cc Comp brand owners – HF Deluxe, Splendor+,
Star Sports, Platina Sig Test : ARS Shine 100 v/s Competition brand @ 90 C.I

Understanding the Drill Downs for
KBF’ s

Mileage is the top-reason for purchasing 100/110 cc bikes. All Comp owners are more pronounced on
this key aspect
All ARS Shine 100 100/110cc TVS Star Bajaj Honda

Comp brand HF Deluxe Splendor+ Shine 125
respondents Owner owners Sports Platina
Mileage 84 76 86 88 92 86 83 56
Expected Mileage 63 65 63 63 66 62 67 61
Actual Mileage 62 63 62 61 65 62 68 60
“Mileage is around 70 km/ltr “Mileage 55km/ltr ka h jo acha h” “Buying this bike was profitable for
which is better than other -HF Deluxe owner us because for long routes we needed
bikes.” good mileage.”
- Honda Shine 100 owner -TVS Star Sports owner
“Platina bike is famous for its mileage i

wanted to buy bike with high mileage. So i “Mileage is quite good, around
purchased Platina” 65 km/ltr”
-Platina owner -Splendor+ owner
Sig Test : ARS Shine 100 v/s Competition brand @ 90 C.I

Within Performance, Engine Durability stands for both HFD, Splendor+, and Shine 125

Engine Performance 52 43 53 48 51 54 52 56
Pickup of the bike is good 29 29 29 22 35 32 31 27
Engine is durable 15 7 16 16 10 16 15 19
No undue sound from engine 4 7 4 0 2 5 4 0
Engine does not get heated 2 2 2 2 0 2 4 8
Smooth Engine performance 1 3 1 0 0 2 2 2
“Pickup of this bike can be

compared to a racing bike “Engine durability and quality
“Bike ka engine jabardast hai race “Engine quality is good & its is of this bike is best.”
pickup.”
dene mei koi problem nhi aati.” trusted & durable it runs for years.” - Honda Shine 125 owner
- Honda Shine 100 owner
- TVS Sports owner -Splendor+ owner
“Honda Shine ka pickup bahut “Engine of this bike is very powerful “No engine heating problem in this
acha hai gadi chale mei badiya & durable.” bike.”
lagti hai.” “Engine quality is very good. Engine -Bajaj Platina owner - Honda Shine 125 owner
- Honda Shine 100 owner stays good for longer times.”
-HF Deluxe owner

On the Looks aspect Splendor+ owner have a more pronounced need on being Stylish in comparison to
Shine 100
100/110cc TVS Star Bajaj

All ARS Shine 100 Comp brand HF Deluxe Splendor+ Honda
respondents Owner owners Sports Platina Shine 125
Look 46 49 46 52 43 46 37 51
Bike looks stylish 25 18 26 22 10 30 15 15
Front look attractive 7 7 7 8 8 7 4 8
Overall look is good 7 6 6 4 8 7 4 15
Headlight design good 4 3 4 2 4 5 0 8
Rear look attractive 4 4 3 8 4 2 4 13
Bike Looks sporty 3 1 3 2 4 4 0 6
Visor looks good 3 4 2 8 0 0 4 10
Tank design is good 1 2 0 0 0 0 0 2
“Splendor’s design looks “Stylish design & look is perfect.” “Stylish Gadi hai aage ka head light
“Its headlamp design and overall very sporty.” -Splendor+ owner stylish hai”
look is very stylish” -Splendor+ owner
-Honda Shine 100 owner
“TVS Sports dekhne mei “Visor is big and heavy which looks
“HF deluxe ka look acha sporty lagta hai side se bhi good-” Honda Shine 125 owner
acha look aata hai.” “Look of this bike is finer than all
laga specially jo age ka
-TVS Sports owner other bikes”
design hai vo.”
-HF Deluxe owner
“It gives sports bike feel.”
“Tail Light design is good” - Honda Shine 125 owner Sig Test : ARS Shine 100 v/s Competition brand @ 90 C.I

Seating Structure & Long seat are pronounced factors for Platina

Comp brand HF Deluxe Splendor+
Seating Comfort 27 25 26 20 16 28 35 37
Seat structure is comfortable to sit 15 16 15 8 16 16 27 21
It has large seats 12 8 12 10 2 12 21 12
Seat is wide 4 2 4 4 0 4 4 6
“Seat is long and broad which can

“Seat of the bike comfortable for carry more people”
“Back seat lambi h aram se sabhi riding” -Bajaj Platina owner
beth jaye jisse lambi duri tay kar -Bajaj Platina owner
sakte h back pain nahi hoga”
“Seat is comfortable for longer rides “Very comfortable in seating it did not
because of design” do back pain on riding”
-Bajaj Platina owner -Honda Shine 125 owner

Within the Riding comfort aspect, Smooth riding and comfort for long rides are the top reasons that are
being pronounced in Splendor+

Riding Comfort 23 20 23 12 10 28 15 23
Riding is smooth 12 5 11 4 8 16 4 29
Comfortable for long rides 5 1 5 1 6 7 2 6
It is light weight 4 3 4 0 2 5 6 0
Shockers are good on riding 3 4 3 6 0 2 2 0
Height of the bike is comfortable on riding 1 1 1 4 0 0 0 2
“Bike’s seat is wide which helps in “Bike ride is very smooth and light.”
“Shocker is very elastic and long rides not getting tired while riding for -Splendor+ owner
“Buying this bike was profitable for
are less tiring” long.” -Honda Shine 125 owner us because for long routes we needed
good mileage.”
-TVS Star Sports owner “Best bike for longer routes.”
“Smooth riding feature of Bike is
good.” -Splendor+ owner

Shine 100 is having an distinction over other 100cc bikes on pricing aspect. It has one of the lowest
Prices in segment

Comp brand HF Deluxe Splendor+
Price in my budget (Spont+Aided) 22 33 20 22 26 22 24 6
Price in my budget (Spont) 18 25 18 20 22 18 22 6
Price in my budget (Aided) 4 8 2 2 4 4 2 0
 UP-38% & Bihar – 32% “Price is affordable, under Rs.70,000 “I had enquired about splendor+ first that was
 Younger Age – 42%/ which brings it under the budget” much costly than Shine 100. So I had purchased
-Honda Shine 100 owner Shine 100.”
 FTB-72% -Honda Shine 100 owner
“Maine Splednor+ lene ka vichar kiya tha
par Shine 100 isse 10000 RS. Kam mei “Shine bike mere budget ke andar mil gyi
mil rhi thi” isiliye theek tha”
Source – Bike Dekho -Honda Shine 100 owner -Honda Shine 100 owner
Price Of Shine 100

UP 62900
Rajasthan 62900
Bihar 62900
Gujarat 64900
MP 64900

Splendor+ is having distinction on Brand connect. A slight rub-off could be seen of Shine name on Shine
100 as people do mention in trust aspect of Honda

Brand Perception 12 10 13 6 10 16 8 3
Trustworthy bike brand 10 7 11 2 10 14 6 2
Corporate Imagery 3 5 2 2 2 4 2
4
Popular brand (Its coming from a popular
2 1 2 4 0 2 2 0
brand)
“Shine bike pehle se hi market mei hai kafi

trusted hai lambe samay se chal rha hai “Hero splendor is very trustworthy. Its
isiliy shine 100 lene ka vichar kiy” their in my family from a very long time”
-Honda Shine 100 owner -Splendor+ owner
‘Shine is a trusted brand in the “Hero splendor is most popular bike

market so have purchased Shine 100’’ in this segment. Wanted to purchase
-Honda Shine 100 owner this only”
-Splendor+ owner
‘Honda brand pe kafi bharosa hai
‘Shine 125 kafi acha brand hai kafi lambe samay se
isiliye ye purchase kiya’’
acha perform kar rhe hai isiliye Shine 100 lene ka
soche kuoki ispe trust hai’’
-Honda Shine 100 owner Sig Test : ARS Shine 100 v/s Competition brand @ 90 C.I

Among Acceptors, majority agrees that Shine at a brand level is delivering more; key levers are Trust,
VFM, Durability & Comfort which is acting in favor
Change in Perception
of “Shine”
Shine 100 Owners Comp 100/110cc Owners

41 48 Average 30 48
31 61 Trustworthy 30 48
37 54 Value for money 33 44
74 11 Stylish 19 56
36 53 Comfortable 31 46
42 46 Fuel efficient 31 50
31 60 Durable 33 44
37 49 Resale 29 47
% saying Shine is now delivering more

% saying Shine is delivering same as earlier
Above average
Base – All 100/110cc comp owners 260; All Shine owners 255

However, when it comes to rejectors, nearly 1/3rd there has been a positive amplified effect of Shine 100
launch. Also, a strong point to notice is that despite rejecting Shine 100, they feel Shine is delivering well
(same/more)
Change in Perception
of “Shine”
Shine 100 Owners Comp 100/110cc Owners

41 48 Average 30 48
31 61 Trustworthy 30 48
37 54 Value for money 33 44
74 11 Stylish 19 56
36 53 Comfortable 31 46
42 46 Fuel efficient 31 50
31 60 Durable 33 44
37 49 Resale 29 47
% saying Shine is now delivering more

% saying Shine is delivering same as earlier
Above average
Base – All 100/110cc comp owners 260; All Shine owners 255

Splendor+ is having distinction on Durability, Maintenance & Brand connect. A slight rub-off could be
seen of Shine name on Shine 100 as people do had mention in trust aspect.

Durability 15 6 15 16 6 16 10 27
Service / Maintenance 12 6 13 10 14 14 12 4
Color & Finish 8 10 9 4 6 11 6 2
“Durable material is used in

“Maintenance or service ka kharcha making which makes it long
“Bike is strong and durable” lasting”
kam ata hai”
-HF Deluxe owner -Splendor+ owner
-Splendor+ owner
“Hero splendor is very trustworthy.

“Bike is very well built, don’t need
“Service center availability is good” Its their in my family from a very long
any extra work till around 2 years”
-TVS Star Sports owner time”
-Splendor+ owner

Being new in the market, Shine 100 has created a buzz among the segment buyers
All respondents ARSOwner

Shine 100 100/110cc Comp TVS Star Bajaj Honda
brand owners HF Deluxe Sports
Splendor+
Platina Shine 125
Feature – Have latest features 4 2 4 4 0 5 0 2
New Model – It’s a new model 3 9 2 2 0 4 0 2
Safety – Strong grip on road 1 1 1 2 2 0 0 2
Recommendation 0 1 0 0 0 0 0 2
“Shine 100 was newly launched in the

market. I found it attractive hence
purchased it”
“New Honda 100 cc model arrived in
maket it is also good. So have purchased”

Shine 100 vs Shine 125
• Shine 100 - Stands out on

– Price and is as strong as other brands on aspects like Brand and Looks.
– Gaining on these aspects from Shine 125.
• Shine 125 buyers needs to stand out vs. Shine 100 on Engine performance,
Seating comfort, and Durability

Understanding Reason of Rejection for
Shine 100 among Competition Owners

Mileage, Look & Engine Performance are the top-reasons for rejecting Honda Shine 100 by comp owners. TVS
Sports owners have found it be costlier than their bike while other owners didn’t found Shine 100 to be Value for
Money
Understanding Weakness by 100/110cc Comp brand owners

All Rejecter of 100/110cc Comp Honda Shine
Brands (TOM+SPONT) ARS Shine 100 brand owners HF Deluxe
TVS Star
Splendor+ Bajaj Platina 125
Sports
Base- All competition Owners 52
260 208 50 49 57 52
(Unweighted) 25
Mileage 38 41 40 47 42 37
1st Concern Block 42
Look 38 37 34 39 40 35
27 31
Engine Performance 26 22 33 37 12
Riding Comfort 19 17 14 12 25 17 27
Price/ VFM 18 22 20 37 16 15 6
2nd Concern Block
Seating Comfort 12 8 6 18 13 4
10
Durability 9 4 14 9 8 10
Service / Maintenance 9 8 8 12 4 8
3rd Concern Block 6 0
Color & Finish 4 2 6 4 4
Recommendation 5 3 4 0 4 4 8
Resale Value 4 2 4 0 4 0 10
4th Concern Block
Feature 2 2 2 0 5 0 4
Safety 2 0 0 0 2 0 0
1 4
*100/110cc Comp brand owners – HF Deluxe, Splendor+,
Star Sports, Platina
Sig test @ 90% All Rejectors Vs Segments

Mileage, Look and Engine Performance are core strengths of Shine 100. Shine 125cc might be lending support to
Engine performance, hence acting as a pull. However, being new in the segment, there is a slight uncertainty around the
brand performance in this segment. Competitive Price is an opportunity for Shine 100.
Shine 100 Vs 100/110cc
Segment
High on Score
(HFD, Shine100, Splendor+,
75.0 Sports+, Platina Owners)
70.0
65.0
Key Reasons for rejecting Shine 100
60.0
55.0
50.0
45.0
40.0
41
35.0 37
Core Strength Areas
30.0
Trustworthy model 26 Weakness
25.0
20.0
19 Threat
15.0 17
12
10.0 Opportunity
5.0
9 4
0.0
Low on Score Base – All Shine 100 Owner
0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0 45.0 50.0 55.0 60.0 65.0 70.0 75.0
(255) Vs All 100/110cc
KBF’s for Shine 100 Rejectors (208)
Low on Score High on Score

Drill downs into Reason of Rejection for
Shine 100 among Competition Owners

Mileage top reason for rejecting Shine 100 by other comp brands.
100/110cc 100/110cc Comp brand owners

All Rejecter of
Comp brand Honda Shine
ARS Shine 100 125
owners HF Deluxe TVS Star Sports Splendor+ Bajaj Platina
Base- All competition Owners 260 208 50 49 57 52 52

(Unweighted)
38 41 40 47 42 37 25
Mileage
“TVS sports ka mileage bahut jada hai. Honda

“Mere kam field mei jake hota hai kafi
ki gadi itna mileage nhi milta hai”
ghumna padta hai mujhe mileage wali bike
-TVS Sports Owners
chahiye this aur Splendor mei 60 ka mileage
nikal aata hai jo ki best hai”
-Splendor+ Owners
“Honda ka mileage kam hota hai. Hero mei
acha mileage milta hai 60+ ka”
-Splendor+ Owners

Shine 100 does not come across as very Stylish specially from front (seen to be simple)

All Rejecter of Honda Shine
ARS Shine 100 Comp brand 125
(Unweighted)
42
Look 38 37 34 38 40 35
27
Overall look is not good 14 15 12 20 15 14
Front look unattractive 8 7 8 8 16 4 12
Look is not stylish 6 6 4 6 7 8 6

Rear look unattractive 5 5 4 2 9 4 4
Visor looks not good 4 4 4 2 7 4 4
Headlight design not good 2 2 4 0 4 0 4
It looks slim 2 2 4 0 4 0 2
“Look of TVS sports is very attractive and

“I did not like the front design of Shine. Its “Shine utni stylish nahi lagi dekhne mei. Bada
stylish”
headlight design is also not good” simple sa look de Rakha hai”
-TVS Sports Owners
-Splendor+ Owners -Platina Owners
“Look of Shine was not good. I did like its
overall look. It does not looks Stylish like TVS
Sports” “Front look pasand nahi aaya. Aage se dekhne
-TVS Sports Owners mei gadi bahut patli lagti hai. Headlight ka Sig test @ 90% All Rejectors Vs Segments
design bhi attractive nhi laga”
-Splendor+ Owners
Pick-up is questionable while undue Sound from the Engine & Vibration are distinct reasons for rejecting Shine
100 by Splendor+ owners. TVS Sports owners have rejected more on Engine durability

All Rejecter of
Comp brand Honda Shine
ARS Shine 100 125
(Unweighted)
Engine Performance 27 26 22 33 37 12 31
Pickup is not good 14 13 14 6 21 8 22
Undue sound from engine 7 9 6 10 14 4 2
Engine is not durable 7 7 4 14 8 2 8
Vibration from engine 1 1 0 0 4 2 0
“Shine ka pickup powerful nhi lagata. HF “Shine abhi naya model aaya hai iske engine
“Shine bike maine chalai ke dekhi thi iska
Deluxe ka engine damdar hai” utna badiya nhi laga jitna TVS Sports ka hai.
engine awaj karta hai refined nhi lagta”
-HF Deluxe Owners Iske engine lambe samay tak nhi chal payega”
-Splendor+ Owners
-TVS Sports Owners
“Engine starts to vibrate when speed reaches

above 40. It also produces a lot of noise at
high speeds”
-Splendor+ Owners

Under riding comfort, not having a smooth ride & having light weight are top-most reasons for rejecting Shine 100

All Rejecter of Honda Shine
ARS Shine 100 Comp brand TVS Star 125
owners HF Deluxe Splendor+ Bajaj Platina
Sports
52
Base- All competition Owners(Unweighted) 260 208 50 49 57 52
19 17 14 12 25 17 27
Riding Comfort
12
Riding is not smooth 9 9 4 6 11 10
13
It is light weighted hence uncomfortable in riding 5 3 8 2 4 0
8
Height of the bike is not comfortable on riding 5 5 2 2 11 4
2
Riding is comfortable with family 3 3 2 2 2 6
0
Shockers are not good on riding 2 2 0 4 4 2
“Riding karne mei comfortable nhi lagi is liye “Maine bike pe baithe ke dekha tha muje iski
nhi purchase kiya. Splendor+ chalne mei kafi “Shine gadi halki kagi chalane mei. HF thodi
height bahut uchi lagi. To mujhe laga Chalne
comfortable hai” heavy lagti hai”
mei comfortable nhi rahegi”
-Splendor+ Owners -HF Deluxe Owners
-Splendor+ Owners

TVS Sports owners have found Shine 100 to be costlier than their brand, Whereas other comp owners didn’t find Shine 100 to
be Value for Money
Splendor+ Equity still holds very strong in the market, due to which Shine100 was rejected among Splendor+ owners
100/110cc Comp brand owners

All Rejecter of 100/110cc Comp
ARS Shine 100 brand owners TVS Star Honda Shine
HF Deluxe Splendor+ Bajaj Platina 125
Sports
52
Price 18 22 20 37 16 15 6
Price was high 4 6 0 15 0 4 0
Though it has less price, but it is Not value
12 16 20 22 16 11 6
for Money
Brand is not Trustworthy 12 14 10 8 14 12 2
Corporate Imagery 6 6 2 12 10 13 0
“HF Deluxe was best bike in my budget. Shine

“Iska price mere budget se jada tha.. Mujhe
didn’t look valuable for this price”
TVS sports jada sahi lagi is price ke hisab se”
-HF Deluxe Owner
-TVS Sports Owner
“Shine abhi naya launch hua hai aur HF “Shine ke price aur Splendor jada antar nhi
Deluxe kafi samay se chal rha isiliye Shine pe “Shine naya tha isliye vichar kiye the lekin tha aur sabhi ne kha Splendor hi best hai to
abhi bharosa nhi kar sakte” Splendor+ bahut trusted brand hai isilye whi wahi le liya”
-HF Deluxe Owner liye hum” -Splendor Owner
-Splendor+ Owner
Sig test @ 90% All Rejectors Vs Segments “Honda pe jada bharosa nhi tha. Bajaj bahut
“Hero brand is very trustworthy in this
lambe samay se chal rha hai uspe bharosa hai”
segment. Most of my friends have Hero bike
-Platina Owners
with them. So didn’t went for Honda Shine”
Be the Future of Mobility -Splendor+ Owner Create | Collaborate | Inspire
Seat comfort also a reason for rejecting Shine 100. Shine 125 owners didn’t found Seat cushion to be comfortable
for riding

ARS Shine 100 brand owners TVS Star 125
HF Deluxe Splendor+ Bajaj Platina
Sports
Base- All competition Owners(Unweighted) 260 208 50 49 57 52 52
Seating Comfort 10 12 8 6 18 13 12
Seat is not long enough 7 8 8 2 11 10 2
Seating structure is not comfortable 3 4 0 4 7 4 10
“Shine ka seat se chota laga. Iski seat ki “Shine ki seat lambi nhi lagi. Family ke sath
chaurai nhi kam lagi ” baithe me dikat ho jati”
-Splendor+ Owners -Platina Owners
Shine 100 Splendor+ Platina

Low durability, High maintenance are some other reasons for rejecting Shine 100 by comp owners

ARS Shine 100 brand owners TVS Star 125
HF Deluxe Splendor+ Bajaj Platina
Sports
52
Durability – Bike is not sturdy/ durable 9 9 4 14 10 8
Service / Maintenance – High 10
Maintenance cost
6 8 8 12 4 8
Color & Finish – Did not like color 0
combination
5 4 2 6 4 4
Recommendation – Not recommended 10
by family/ friends
4 3 4 0 4 4
10
Resale Value – Low resale value 2 2 4 0 4 0
Features - Did not have attractive 4
features
2 2 2 0 5 0
Safety 1 0 0 0 2 0 5
4

Interaction of Splendor+ with Shine 100

40% of Shine owners have considered Splendor+. Skew coming from UP & MP which are strong market for
Splendor+
Consideration for All Rajasthan Bihar UP Gujarat

Madhya
Splendor+ Pradesh
Base – All Shine Owners 255 62 52 53 50 40
Total Consideration 35 35 51 38 44
Next Alternative buy 13 15 26 20 30
Sig test @ 90% All Vs Center

Mileage, Look & Engine Performance are the top reasons for rejecting Splendor+ by Shine 100 owners. No major
skew seen among Considerers vs Non-Considerers of Shine
SHINE 100 OWNERS WHO REJECTED Splendor+

Understanding Weakness by Brands
All Rejecter of
(TOM+SPONT) Splendor+
Considerers of
Non-considerer of Splendor+
Splendor+
41.568
Base- All competition Owners 627450
25535.686 102 153
(Unweighted)
9804
274509
31.372
Mileage 43 41
Look 25.0988039
549019 35 36
039215
Engine Performance 24.705 31 31
Riding Comfort 6863
882352
14.901 26 24
Price 9607849412 28 22
9.0196
Seating Comfort 3137
078431 12 17
2nd Concern Block 7.0588
Color & Finish 3726 12 7
Brand Perception 235294
4.3137 10 5
1176
254901
3.5294
Durability 7 3
3rd Concern Block 9608
117647
Service / Maintenance 2.7450 4 3
New Model 0588
980392
2.3529 1 4
Recommendation 1569
411764
0.7843 4 1
4th Concern Block Feature 7059
137254 1 1
Resale Value 0.7843 1 1
90196
137254
90196

Mileage, Look & Engine Performance are core strength of Splendor+. Need for focus on Price and
Riding Comfort to hold Splendor + against being targeted by Shine 100 prospects
Splendor+
High on Score
85.0
80.0
Key Reasons for rejecting Splendor+
75.0
70.0
65.0
60.0
55.0
50.0
45.0
42 Core Strength Areas
40.0
35.0 36 31
25 Weakness
30.0
25.0
25 Threat
20.0
15.0 15
9 7 Opportunity
10.0
5.0 4
0.0 1 4
Low on Score Base – All Shine 100 Owner
0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0 45.0 50.0 55.0 60.0 65.0 70.0 75.0 80.0 85.0
who rejected Splendor+ (255)
KBF’s for Splendor+ Vs All Splendor+ owners (52)

Shine owners did not find looks of Splendor+ to be attractive. Overall look, Stylish look & Front look are top
rejecting factors within look

All Rejecter of
Splendor+ Considerers of Non-considerer of
Splendor+ Splendor+
Base- All competition Owners (Unweighted) 255 102 153
Mileage 42 43 41
Look 36 35 36
Did not like the overall of the bike 31 28 33
Look is not stylish 5 3 6
Front look unattractive 3 5 2
Bike does not Looks sporty 3 4 1
Headlight design not good 1 1 1
“Splendor+ ka mileage kam hai. Shine mei

badiya technology hai jisse mileage jada milta
“Splendor+ ka mileage kam lagta hai”
hai”
-Splendor+ Non-coniderer
-Splendor+ Considerer
“Look of Shine is very attractive in comparison “I have seen in reviews front look of Shine was
to Splendor+. It looks stylish and sporty” better in comparison to Splendor+ specially
-Splendor+ Considerer the design around headlight”
-Splendor+ considerer

Pickup & Undue noise from engine are top reasons within Engine Performance for rejecting Splendor+ by Shine
100 owners

All Rejecter of
Splendor+ Splendor+
Engine Performance 31 31 31
Pickup is not good 14 17 12
Undue noise from engine 14 12 16
Engine performance not smooth 5 3 6
Engine is not durable 4 5 3
Engine does not get heated 1 1 1
“I had heard in review about engine noise in

“I have driven splendor+ its pickup was not
Splendor+ bike. Honda is famous for its
good enough”
smooth engine”
-Splendor+ Non- Considerer

Smooth riding, having light-weight & height of the bike are top reasons within Riding comfort for rejecting
Splendor+ by Shine 100 owners

All Rejecter of
Splendor+ Splendor+
Riding Comfort 25 26 24
Riding is not Smooth 9 9 8
It does not feel heavy in riding 8 9 7
Height of the bike is not comfortable on riding 8 11 8
Not suitable for family 2 2 3
Shockers are good on riding 2 3 2
Not Comfortable for long rides 2 4 1
“Riding in splendor in not much smooth.” “Riding experience of Shine was excellent. It
-Splendor+ Considerer feels really smooth on driving”
-Splendor+ Non-Considerer
“Splendor+ ki seat height kam hai jisse

chalane mei comfort nahi aata”

Price is another aspect due to which Shine owners have rejected Splendor+. People are not finding it to be in their
budget

All Rejecter of
Splendor+
Considerers of Non-considerer of
Splendor+ Splendor+
Price was high/ Not in my budget 25 28 22
“Mera budget around 60k rst ha. Bank se loan “Mere budget mei nhi tha Splendor+. Miane
bhi ho pa rha tha isliye Shine hi purchase kar TVS Sports lene ka socha tha but ishine ko
liya iska price Splendor+ se kam hai dekha to ye jada better lagi aur iska price bhi
-Splendor+ Considerer wahi tha..”
-Splendor+ Non-Considerer
“Shine ka price 10000 rs kam tha splendor+ ki

tulna mei ye mujhe jada sahi laga purchase
karne ke liye”

Interaction of HF Deluxe with Shine 100

27% of Shine owners have considered HFD. Skew coming from UP & MP
Madhya
Consideration for HFD All Rajasthan Bihar UP Gujarat Pradesh
Base – All Shine Owners 255 62 52 53 50 40
Total Consideration 7 21 42 26 45
Next Alternative buy 2 15 23 20 10
Sig test @ 90% All Vs Center

Mileage, Look & Engine Performance are the top reasons for rejecting HF Deluxe by Shine 100 owners.
Considerers have shown a skew for rejecting HF Deluxe on Looks of the bike (color)
Understanding Weakness by Brands SHINE 100 OWNERS WHO REJECTED HF

(TOM+SPONT) DELUXE
All Rejecter of
HF DELUXE
Considerers of HF
Non-considerer of HF Deluxe
Deluxe
Base- All competition Owners

(Unweighted) 255 41 68 187
Mileage 38 44 40
Look 51 33
2nd Concern Block Seating Comfort 18 25 18
Price 10 24 16
Color & Finish 7 15 8
3rd Concern Block Brand Perception 7 7 6
Service / Maintenance 6 10 5
Durability 2 6 6
4th Concern Block Feature 2 3 2
Recommendation 1 2 Sig test @ 90% All Rejectors Vs Segments

Mileage is the core strength of HFD. Engine performance is currently acting as a threat as they exhibit a stronger
preference for Shine 100. Riding, Seating Comfort and price are also other aspects that can be improved
HF Deluxe
High on Score
85.0
80.0
75.0
70.0
65.0
Key Reasons for rejecting HFD
60.0
55.0
50.0
45.0
44
40.0 36 Core Strength Areas
35.0 38
30.0 29 Weakness
25.0
20.0 20 Threat
18
15.0
7 Opportunity
10.0
10 6
5.0 7
Low on Score 0.0 2 Base – All Shine 100 Owner
0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0 45.0 50.0 55.0 60.0 65.0 70.0 75.0 80.0 85.0
who rejected HFD (255) Vs
KBF’s for HFD All HFD owners (50)

Shine owners did not find look of HF Deluxe to be attractive. Overall look, Stylish look & Front look are top
rejecting factors within look. Skew seen towards those Shine 100 owners who have considered HFD
SHINE 100 OWNERS WHO REJECTED HF

All Rejecter of DELUXE
HF DELUXE Considerers of HF
Deluxe
Mileage 41 44 40
Look 38 51 33
Overall look is not good 24 28 22
Look is not stylish 7 12 5
Front look unattractive 4 6 4
Rear look unattractive 2 1 2
Bike does not Looks sporty 2 1 2
Visor looks Unattractive 1 1 1
“Honda Shine has latest tech because of which “HF Deluxe ka overall look pasand nhi aaya.
it gives more mileage than other similar bikes” Shine thoda jada stylish hai”
-HFD Considerer -HFD Considerer
“Shine ka milege jada hai. HF Deluxe mei utna “Shine is more stylish in comparison to HF
mileage nhi nikalta” Deluxe hence went for that only”
-HFD Non-Considerer -HFD Non-Considerer Sig test @ 90% All Rejectors Vs Segments

Pickup & Undue noise from engine are top reasons within Engine Performance for rejecting HF Deluxe by Shine
100 owners. Sound issue majorly seen to be coming from Non-consideres of HF Deluxe ( perceptual)

Deluxe
Pickup/ Power is not good 16 15 17
Undue noise from engine 15 6 18
Engine is not durable 7 9 6
Engine does get heated 2 0 2
“Honda Shine has more powerful engine. Its “Honda is famous for its Refined and powerful
pickup is also good, HF Deluxe is not as good” engine. Hence didn’t wanted to purchase any
-HFD Considerer other brand”
-HFD Non-Considerer
“If 2-3 people will sit then pickup of HF Deluxe “Honda ka engine kafi refined hota hai usme
is not good, Shine is more powerful” awaj nhi hoti. Hero ka engine utna refined nhi
-HFD Considerer hai”
-HFD Non-Considerer

Smooth riding, being light-weighted & Height of bike are top reasons within Riding comfort for rejecting HF
Deluxe by Shine 100 owners

Deluxe
Riding not Smooth 13 12 13
It does not feel heavy in riding 7 7 7
Height of the bike is not comfortable on riding 7 4 8
Not comfortable for riding with family 4 4 3
Shockers are not good on riding 3 1 4
Not Comfortable for city rides 2 6 1
“HF Deluxe maine chala rakhi dost ki vo itni “HF Deluxe kafi halki hai riding mei stable nhi
comfortable nhi lagti riding mei.” rehti.”
-HFD Considerer -HFD Non-Considerer
“City mei chalane ke iye Shine kafi comfortable

hai.”
-HFD Considerer

Price also reasons for rejecting HFD by Shine Owers. Shine owners are finding HFD to be costlier

DELUXE
All Rejecter of
HF DELUXE
Considerers of HF
Deluxe
Price was high/ Not in my budget 18 24 16
“Ghar mei paise ki dikat thi HF Deluxe mehngi

pad rhi thi isliye Shine purchase kar liye. Ye
6000 rs. Sasti padi mujhe” “HF Deluxe ka price jada tha Shine 100 ki
-HFD Considerer tulna mei isliye Shine hi le liya”
-HFD Considerer

Key Concerns to Hero Brands vs Shine 100
• Shine 100 strong points- Need to tackle

– Mileage, Look & Engine performance are key strengths of Shine 100. Shine 125cc is lending
a strong perception of the brand
– Price comes out as opportunity which Shine is currently leveraging in this segment
• Concerns vs. Hero Brands

– Mileage, Look & Engine Performance are the top reasons for rejecting Splendor+ by
however they continue to be Splendor + strengths
• Price and Riding Comfort could be concerns in near future and may need to be managed by BTL
activities
– Considerers have shown a skew for rejecting HF Deluxe on the Looks of the bike (color)
• Overall look, Stylish look & Front look are top rejecting factors
• Engine performance might also act as threat among Shine 100 cc owners as they perceive Honda Engine
(lending from Shine125) is superior to Hero
Brand Perception

Brand Positioning– Through Correspondence Analysis
 Correspondence analysis is used to analyze the relative relationships between and within
two groups; in our case, these groups would be brands and key triggers to use that brand
BRAND MAP
 Through this we can analyze relationships between brands and relationships between
attributes.
 Correspondence analysis eliminates a skew in results from different masses between groups
by utilizing indexed residuals.
 This allows us to analyze relationships between different brands by their proximity to one
another, and also allows us to analyze relationships between brands and attributes by their
distance from the origin combined with the angle between them and the origin
 Longer their distance to the origin, the stronger their association with other
Data being masked in the hypothetical example
points on the map. Also, the smaller the angle between the two points also the
higher the correlation between the two.

Honda is perceived as having Advanced technology and Trustworthy; Durable bikes are being shared with Bajaj
Hero imagery is not very distinct but elements that can be pushed are the Largest-selling 2W company, Fuel
efficiency, and making Family-oriented bikes
Symmetric plot
(axes F1 and F2: 86.92 %) All Shine 100
0.1
Owners
0.08 Family-oriented bike
Hero
0.06
Largest selling 2W Reasonably priced

0.04 company spare parts
Have 2W's of varied
0.02
Price bands
F2 (30.27 %)
Wide service network Fuel efficiency

0
Trusted Service cen-
Resale value ter TVS
-0.02 Bajaj Trustworthy
Bikes for youth
-0.04
Honda
Durable bikes
-0.06
Advanced Technolog- Stylish
ically
-0.08
-0.1 -0.05 0 0.05 0.1 0.15
F1 (56.64 %) Base – All Shine 100 owners 255

Hero brand is perceived as Trustworthy, have 2W of varied price, and makes Family-oriented bikes
TVS is known for having trusted service centres and resale value
Honda is perceived as having Durable bikes
Bajaj is being perceived as having Advance technology
Symmetric plot All other

(axes F1 and F2: 89.07 %)
100/110 comp
0.1
owners
Advanced Technolog-
0.08
Bajaj ically
0.06
Bikes for youth

0.04 Wide service network
Fuel efficiency Durable bikes
0.02
Reasonably priced
F2 (20.93 %)
spare parts
Honda
0 Trustworthy
Hero
Have 2W's of varied Resale value
-0.02 Price bands
Family-oriented bike
-0.04 Stylish
Trusted Service cen-
ter
-0.06
Largest selling 2W TVS
company
-0.08
-0.15 -0.1 -0.05 0 0.05 0.1 0.15
F1 (68.14 %)
Base – All weighted Comp owners of other 100/110cc
bikes 465

Way Forward

Way forward for Hero
Honda vs Hero OEM Perception
• Hero's image among Honda Shine 100 owners lacks distinctiveness. These owners perceive
Honda motorcycles as technologically advanced, trustworthy, and durable Need to tackle
these emerging perceptions
• Hero should capitalize on our established perception as the largest-selling 2W company,

known for fuel efficiency and family-oriented bikes, to reinforce these values.

Way forward for Splendor
Vs Splendor+
 We can effectively manage threats from Shine 100, through below-the-line (BTL) strategies, as
core barriers such as mileage, aesthetics, and engine performance remain strengths for
Splendor+
 The Competitive Price of Shine acts as a threat To address this, we must amplify the value-for-
money (VFM) perception by emphasizing our market leadership and exceptional mileage.
 Riding Comfort also acts as a threat Riding comfort is perceived as a threat, especially for Shine
100, where it serves both city commuting and small household tasks. We should showcase
practical use cases to enhance the perception of riding comfort.

Way forward for HF Deluxe
Vs HF Deluxe
 The Competitive Price of Shine remains a challenge Need to dial up VFM quotient
through best-in-class mileage.
 Considers are rejecting basis look To counter the rejection based on aesthetics, we should
enhance the styling quotient of our motorcycles
 Engine Performance also acts as a threat This might also act as a threat among Shine 100
cc owners as they perceive Honda Engine (lending from Shine125) is superior to Hero
Need to showcase better pick-up and engine durability to lure potential buyers

No Major difference in riding behaviour and owners are getting Mileage as expected
Data in %
Bajaj
All ARS Shine 100 Comp brand Hero HF TVS Star Hero Honda
RIDING BEHAVIOUR Platina
respondents Owner owners Deluxe Sports Splendor+ Shine 125
100/110
Base- All brand owners 515 255 260 50 49 57 52 52
Average riding distance (in kms) 46 43 46 37 37 51 36 29
Bajaj
Mileage Platina
100/110
Expected Mileage before purchase 63 65 63 63 66 62 67 61
Actual mileage getting after purchase 62 63 62 61 65 62 68 60
Bajaj
METHOD OF CALCULATING MILEAGE Platina
100/110
Do you ever check the mileage by Full to Full tank estimation - 28 38 28 12 29 33 19 38
Do you ever checked the mileage by part refueling pattern. Partly refill
the tank say Rs. 100, ride for a specific kms, and then refill the tank. 62 47 63 74 61 58 75 54
Or you saying because others who have driven the same Bike given
Feedback /word of mouth 9 13 9 12 6 9 6 4
No Particular pattern / Can’t Say 1 2 1 2 4 0 0 4
Sig test done Acceptor v/s Rejecter@ 90%
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Understanding Reasons

for Acceptance and

Prepared For: September 2023 Prepared By:

Detailed Telephonic interviews

Jaipur 60 20 20 16 19 135 6 141

Total 255 50 49 57 52 463 52 515

Be the Future of Mobility Create | Collaborate | Inspire 4

These are relatively younger profile

First time Much higher proportion of first bike

Shine100 is used for a lot of

Strong consideration These are Top3 brands and

Be the Future of Mobility Create | Collaborate | Inspire 5

YouTube (most influential &

Test Drive (at the dealership

Be the Future of Mobility Create | Collaborate | Inspire 6

Be the Future of Mobility Create | Collaborate | Inspire 7

Satisfaction increases when present

Secondary opportunities = Indifferent Must-Be - Hygiene

Satisfaction decreases if not present

Be the Future of Mobility Create | Collaborate | Inspire 11

Mileage Seeker – Heavily rely on bike Engine Performance – Do not want to

Seating Comfort– Seating comfort is Price– Seeking low price

Aesthetics– Design and Color are Brand Trust– Brand is an another

Be the Future of Mobility Create | Collaborate | Inspire 20

All respondents# ARS Shine 100 100/110cc Comp Honda Shine

Be the Future of Mobility Create | Collaborate | Inspire

Be the Future of Mobility Create | Collaborate | Inspire 22

• Against Shine 100

Be the Future of Mobility Create | Collaborate | Inspire 23

Be the Future of Mobility Create | Collaborate | Inspire 24

Be the Future of Mobility Create | Collaborate | Inspire 25

All respondents# ARS Shine 100 100/110cc Comp Honda Shine

respondent data with trended line and

ARS Shine 100/110cc HF TVS Star Bajaj

Be the Future of Mobility Create | Collaborate | Inspire

Be the Future of Mobility Create | Collaborate | Inspire 28

All ARS Shine 100 100/110cc TVS Star Bajaj Honda

Base- All brand owners (Unweighted) 515 255 260 50 49 57 52 52

“Platina bike is famous for its mileage i

Sig Test : ARS Shine 100 v/s Competition brand @ 90 C.I

Be the Future of Mobility Create | Collaborate | Inspire

All ARS Shine 100 100/110cc TVS Star Bajaj Honda

Base- All brand owners (Unweighted) 515 255 260 50 49 57 52 52

“Pickup of this bike can be

Sig Test : ARS Shine 100 v/s Competition brand @ 90 C.I

Be the Future of Mobility Create | Collaborate | Inspire

100/110cc TVS Star Bajaj

Be the Future of Mobility Create | Collaborate | Inspire

All ARS Shine 100 100/110cc TVS Star Bajaj Honda

“Seat is long and broad which can

Sig Test : ARS Shine 100 v/s Competition brand @ 90 C.I

Be the Future of Mobility Create | Collaborate | Inspire

All ARS Shine 100 100/110cc TVS Star Bajaj Honda

Be the Future of Mobility Create | Collaborate | Inspire

All ARS Shine 100 100/110cc TVS Star Bajaj Honda

Price Of Shine 100

Sig Test : ARS Shine 100 v/s Competition brand @ 90 C.I

Be the Future of Mobility Create | Collaborate | Inspire

All ARS Shine 100 100/110cc TVS Star Bajaj Honda