How to theory apply in to practical of marketing management to hero honda company

1. HERO HONDA MOTORS LTD ,
INDIA
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2.  The two-wheeler industry has been in existence in the
country since 1955.
 The main key players who are dealing in this sector are
Hero Honda, Bajaj, Yamaha, Honda, and TVS. Hero
Honda is the biggest player in this sector in India
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3.  Bajaj is the first Indian two wheeler automobile
company in the market since 1945 with the name M/s
Bacharj trading corporation private limited.
 In 1959 M/s Bacharj trading corporation private
limited change its name as Bajaj Auto Ltd. Bajaj Auto
obtains license from the Government of India to
manufacture two- and three-wheelers vehicles in 1959.
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4.  Hero Honda Motors Limited, based in Delhi, is the world's
Largest manufacturer of motorcycles .
 A joint venture that began in 1984 between the Hero
Group of India and Honda of Japan.
 Hero Honda's Splendor is the world's largest selling motorcycle.
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5.  Type : Public company BSE:HEROHONDA M
 Founded: January 19, 1984 in Gurgaon,Haryana, India
 Headquarters : New Delhi, India
 Key people: Brijmohan Lal Munjal (chairman & founder)
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Toshiaki Nakagawa (joint managing director)
Pawan Munjal (CEO)
Industry: Automotive
Products: Motorcycles, Scooters
Revenue: U$ 2.8 billion
Website: www.Herohonda.com
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6.  Hero Honda is world’s third largest 2-wheeler maker.
 In the mid-1980s, Foreign companies permitted to enter the
Indian market through minority joint ventures.
 Four Indo-Japanese joint ventures: Hero Honda, TVS
Suzuki, Bajaj Kawasaki and Kinetic Motor Company
(Kinetic Honda)
 The 2006 Forbes 200 Most Respected companies list has
Hero Honda Motors ranked at 108.
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7.  Today Hero Honda has an assembly line
of 9 different models of motorcycles .
 Currently the largest producer of
Two Wheelers in the world.
 Sold 3 million bikes in the year 2005-06.
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8.  Vision of the Hero Honda is “to offer the highest
quality at a reasonable price to meet the
customers’ expectations and to exceed them”.
MISSION
 Hero Hondas mission is to strive for synergy
between technology,ststem and human resources,
to produce products and services that meet the
quality, performance and price aspirations of its
customers. At the same time maintain the highest
standards of ethicsBabasabpatilfreepptmba.com 10/18/2013
and social responsibilities.
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9.  Being the most fuel efficient Company.
 To develop Appropriate product & excellent Quality.
 To Meet the demands of the sophisticated markets in
Europe & America.
 To reach an unassailable pole position in the Indian
Two Wheeler market.
 To maintain high standard of ethics & social
responsibilities.
 To meet the quality performances & price aspirations
of the customer.
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10.  1983 : Joint Collaboration Agreement with Honda Motor Co. Ltd.
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Japan signed
1984: Hero Honda Motors Ltd. incorporated
1985 :First motorcycle "CD 100" rolled out
1987:100,000th motorcycle produced
1991: 500,000th motorcycle produced
1992 : Raman Munjal Vidya Mandir inaugurated 1994 : New motorcycle model - "Splendor" introduced
2000: 4,000,000th motorcycle produced
Splendor declared 'World No. 1' - largest selling single twowheeler model
2001: One million production in a single year : 5,000,000th
motorcycle
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11.  2003: Becomes the 1st Indian Company to cross the 7 million sales
Splendor has emerged as the World's largest selling model for the
third calendar year in a row (2000, 2001, 2002)
New motorcycle model - "Karizma" introduced
 2005 : Hero Honda is the World No. 1 for the 4th year in a row
Super Splendor , CD Deluxe , Glamour ,Achiever introduced

First Scooter model from Hero Honda - "Pleasure" introduced
 2006 : Hero Honda is the World No. 1
for the 5th year in a row
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12. BRANDS
CORE NEEDS
AUXILARY NEEDS
1. Hero Honda Achiever
Transportation
Speed
2. Hero Honda
CBZ Transportation
Stylish Look
extreme
3. Hero Honda CD
Transportation
Safety & economy
Transportation
Glamorous look.
Dawn
4. Hero Honda Glamour
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13. BRANDS
CORE NEEDS
AUXILARY NEEDS
6. HeroHonda
Transportation
Professional
Transportation
Light
passion plus
7. Hero Honda
weight
and
Pleasure
design
8. Hero Honda Hunk Transportation
Stylish & new body
look
9. Hero Honda
Transportation
Mileage And good
performance
Splendor
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14. APPROACHES
EXTENT
JUSTIFICATION
(ORIENTATION)
It is having good demand all
1.Production concept
Partially
over India and it is supplying
Applicable
as per the demand in the
market.
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15. 2.Product concept
Partially
In most of the Hero Honda
applicable
brands, special features like self
start, digital speedometer &
other things are not included.
Ex : Hero Honda CD 100, CD
Dawn are not having these
features like self start, digital
speedometer. By this we can
justify that this company is not
adopting fully but adopting by
partially.
3.selling concept
Partially
The company is adopted this
applicable
concept partially.
Ex : Offers during special
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occasions.
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16.  Hero Honda introduced First stroke bike in the Indian
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market.
Hero Honda bikes gives good mileage.
Huge sale network (3500 Dealers).
Better sale service.
It has the highest share in automobile sector.
It has a good brand image.
It gives better service for customers.
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17.  Suppose to be very sophisticated.
 They have big gap between cubic capacities of its
products.
 Spare parts are too costly.
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18.  They should go in new segments of bikes.
 There is large no. of young consumers in the market.
Company has to focus on them.
 They have big opportunities in heavy bike segments.
 As government policies are amended against pollution
in metro cities, Hero Honda being 4 stroke bike
manufactures has great opportunities to explore its
new innovations and technologies.
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19.  Main threats to Hero Honda are their competitors
like
 Bajaj Auto Ltd.
 TVS motors Ltd.
 Yamaha Motors India.
 Honda motorcycle and scooter India.
 The cost of the product is very high in comparison
to other companies.
 Decreasing market share.
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20. Babasabpatilfreepptmba.com
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21.  Hero Honda Ambition 133,135
 Hero Honda CD Delux
 Hero Honda Splendor , Splendor+ , Super Splendor,
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Splendor NXG
Hero Honda CBZ , CBZ Xtreme
Hero Honda Passion , Passion+ , Passion Pro
Hero Honda Karizma
Hero Honda Hunk
Hero Honda Pleasure
Hero Honda Glamour
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22. HERO HONDA SUPER
SPLENDOR
 This Bike comes with 125 cc
new generation quantum core
engine with an output of 9 bhp
(6.7 kw).
 Its relaxing seating
arrangement with other
comfort features like less
strain while clutching and
declutching, low noise and
less vibration engine etc,
makes it more market friendly
bike
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23.  For the convenience of the biker: Included trip meter, peep
hole, large utility box etc.
 Some safety features: Included pass switch and push
cancel indicator switch, muffler with heat shield etc.
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24. It is found in different colors:
 Frost Blue
 Cloud Silver
 Mono Tone Black
 Dual Tone Black
 Blazing Red
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25. HERO HONDA SPLENDER PLUS
 4 stroke single cylinder lair-cooled,
OHC engine delivers power of 5.5
Kw (7.5PS) @ 8000 rpm . Running
with the maximum mileage of 85
kmph, this bike is giving the
optimum satisfaction for long
journey.
 Its double cradle frame gives the
steadiness in biking. Its wider 1230
mm wheelbase provides the proper
base for safer riding.
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26.  Lighting fitting included in it like multi reflector with
halogen bulb makes the biking secured at every time.
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27. It is found in different colors:
 Candy Tahitian Blue
 Hi Performance Red
 Blue Blaze Metallic
 Cloud Silver Metallic
 Chilli Green
 Hi Granite Blue
 Tornado Grey
 Black with Blue Silver Stripe
 Black Calliper Yellow
 Black Old Stripe
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28. HERO HONDA NXG
 New front fairing and a new
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visor
New design fuel tank with
knee recesses on either side
and features a chrome fuel
tank lid.
New body panels and sleek
body graphics.
New instrument panel - trip
meter housed in speedometer,
fuel gauge.
Stylish tail lamp and die - cast
alloy grab rail.
160mm of ground clearance.
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29. Colors
 Candy blazing red
 Force Silver
 Vibrant blue
 Classy maroon
 Blacks
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30.  HERO HONDA KARIZMA
 Karizma comes with a 223cc
single cylinder. air-cooled, four
stroke engine that packs a
maximum power of 17bhp at
7000rpm.
 Separately from breaking the
200cc barrier, the bike breaks
fresh basis in the speeding up
front.
 Karizma conquers the four-second
barrier for zero to sixty kph, doing
it 3.8 seconds.
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31. HERO HONDA CBZ
XTREME
 Maximum torque id of 12.80
N-m @ 6500 rpm
 Self and kick start options
 Powerful windscreen
 Maximum power is 10.6 KW
@ 8500 rpm
 Minimum 12.3 liters fuel tank
capacity with 1.5 liters as
usable reserve
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32. HERO HONDA PASSION PLUS
 The Passion Plus is prepared with
a four-stroke, air-cooled, single
cylinder engine..
 The Passion Plus slot in a host of
new styling features counting
two-tone coolers, body colored
mirrors, white dial gadget come
together.
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33.  wider passenger seating grip. New multi-reflector
headlight and winkers add to the glamour proportion.
 The Passion Plus comes with a not obligatory front disc
brake for better braking. It attains a reputable utmost
speed of 85kph and has a fuel tank capability of 12.8
liters.
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34. HERO HONDA PLEASURE
 The Pleasure comes with a four-
stroke, air-cooled, single cylinder
engine that gives a dislocation of
102cc.
 Pleasure boasts of characteristic
features such as an ABS body,
axiomatic broadcast and high
pulling power.
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35.  The Pleasure sports flashy colors and a host of trendy
contours to appeal to adolescent girls.
 Multi-reflector headlight; body-colored mirrors, multireflector pointer nestled in the front and a new age ovalshaped tool panel all make the Pleasure a head-turner.
 The scooter is able of reach a top speed of 77kph.
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36.  Manufacturer Hero Honda
motorcycle Ltd
 Production 2001-present
 Price Rs. 35642
 Engine
97.cc,7.5bhp@8000rpm,4stroke
 engine, singal cylinder
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37.  Manufacturer Hero Honda motorcycle
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Ltd
Production 2004-present
Price Rs, 49000
Engine 135 cc , fou r-stroke engine,
single piston, kick start
11 bhp
High Fuel efficiency
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38.  Manufacturer Hero Honda
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motorcycle Ltd
Production 2004-present
Price Rs. 33542
Engine 97 C C ,7.5 bhp @8500
rpm, 4 stroke
engine, torq u e of 8.05 Nm at
5,500
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39.  Manufacturer Hero Honda
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motorcycle Ltd
Production 2006-present
Price Rs. 51298-56022
Engine 149.1 CC, 4-stroke engine,
single
cylinder.13.4 bhp @ 8000 rpm
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40.  HERO HONDA CD-DELUXE
“Naye Indian ki Nayi Deluxe Bike”
 HERO HONDA SPLENDOR PLUS
“Designed To Excel”
 HERO HONDA SPLENDOR NXG
“Bharosa Bhi Style Bhi”
 HERO HONDA PASSION PLUS
“Whole New World Of Style”
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41.  HERO HONDA SUPER SPLENDOR
“Generation Nayi Bharosa Wohi”
 HERO HONDA GLAMOUR
“Simply Magnetic”
 HERO HONDA ACHIE V ER
“SOLID, Like You!”
 HERO HONDA CBZ XTREME
“Live Of The Edge!”
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42.  HERO HONDA HUNK
“NO One Messes With It”
 HERO HONDA KARIZMA
“Jet Set Go. . .”
 HERO HONDA PLEASURE
“Karlo rock „n‟ roll on the run
Why should boys have all the fun?”
 HERO HONDA CD-DAWN
“Public Ka Apna Transport”
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43. BRAND AMBASSADORS
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44.  HERO HONDA KARIZMA
HRITHIK ROSHAN
 HERO HONDA GLAMMOUR
YUVARAJ SINGH
 HERO HONDA PASSION
HRITHIK ROSHAN
 HERO HONDA PLEASURE
PRIYANKA C HOPRA
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45. Babasabpatilfreepptmba.com
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46. Industry
Competitors
 TVS
 HONDA
 BAJAJ
 YAMAHA
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47. Hero Honda
TVS Brands
Bajaj Brands
Brands
Hero Honda
Karizma
Honda
Yamaha Brands
Brands
TVS Apache
RTR 180
Bajaj Pulsar
DTSi
Unicorn
Yamaha FZ16
Stunner
(150cc)
Hero Honda
Splendour
TVS Centra
Bajaj Platina
Honda shine
Gladiator
( 100cc)
Hero Honda
Passion plus
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48. Hero Honda
Glamour
TVS Flame
(125cc)
Bajaj
Discover
------
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TVS Victor
( 125cc)
Hero Honda
Pleasure
TVS Scooty
pep+(97.8cc)
Wave
Activa, Dio,
Etreno
------
Scooty sterk,
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49. S strength
 Ability to understand customer’s needs and wants
 Recognized and established brand name
 Effective advertising capability
 They have big gap between cubic capacities of its
products.
Weakness
 Its market share is reducing from last few years.
 Bikes are not attractive as compare to there
competitors.
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50. Strengths
 Yamaha motors India is the subsidiary company of Yamaha
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motors ltd, which is the MNC company having a good
brand name.
Good share in Indian two wheeler automobiles sector
It is the one of the oldest company in the Indian market.
Bikes are available at very cheap price.
Popular in rural area.
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51.  Bikes are not attractive.
 No presences in scooter segment.
 No presences in above 150cc bike segment.
 Decreasing market share
 Limited network
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52. STRENGTHS
 Reliable brand name
 Affordable price
 Honda have a big share of market in scootreats segment
 Honda having high tech engines
 HMSI (Honda Motorcycle and Scooter India Pvt.Ldt) is
the subsidiary company of Honda Motors Ltd. Which is
the largest company in the proposed sector
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53.  Less number of service center
 Market share very less as compare to there competitor
 Spares parts are not easily available
 Low product range
 Maintenance cost is very high
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54. Strengths
 Highly experienced management.
 Product design and development capabilities.
 Extensive R & D focus.
 Widespread distribution network.
 High performance products across all categories.
 High export to domestic sales ratio.
 Great financial support network (For financing the
automobile)
 High economies of Babasabpatilfreepptmba.com 10/18/2013
scale.
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55. Weakness
Hasn't employed the excess cash for long.
 Still has no established brand to match Hero Honda's
Splendor in commuter segment.
 Not a global player in spite of huge volumes.
 Not a globally recognizable brand (unlike the JV
partner Kawasaki

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56. Babasabpatilfreepptmba.com
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57. Comp
Strong Weak
Close
etitors
Distan Good
Bad
Attack Avoid
t
Bajaj
√
-
√
-
√
-
√
-
TVS
√
-
√
-
√
-
√
-
Honda
√
-
-
√
-
-
√
-
Yamaha
-
√
-
√
-
-
-
√
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58.  Hero Honda has released robust growth figure for the
third quarter of the financial year. Total turnover (Net
sales & Other Operating income) for Q3 stands at
Rs2881.27 crore reflecting year on year growth of 4.77
per cent, while net profit after tax is Rs300.42 crore
showing growth of 9.24 per cent.
 Hero Honda, which holds 51 per cent market share in
the domestic motorcycle market, has shown
impressive growth figures for recessionary times. It has
crossed the landmark retail sales of more than six lakh
two-wheelers in a month in October.
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59. Company
Apr-Jun
2008-09
Market
Share (%)
Hero Honda
877,089
51.26
Bajaj Auto
391,100
15.53
TVS Motors
292,530
14.78
Honda
226,068
13.33
Total Market
1,865,767 Babasabpatilfreepptmba.com
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60. CHART SHOWING MARKET SHARE OF
DIFFERENT COMPANIES
13.33%
hero honda
14.78%
bajaj
51.26%
TVS
Honda
15.53%
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61. 
MARKETING MIX
PRODUCT
PRICE
PLACE
PROMOTION
4P‟S OF HERO HONDA
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62.  PRODUCT
CD – Dawn, Splendor, Passion,
Glamour, CBZ, Karizma etc.
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63. Pricing Strategy
Justification
Cost based pricing
As Hero Honda is manufacturing concern it
involve many cost for different activities like
raw materials purchasing, manufacturing,
distribution etc,. so, to compensate all these
above cost the company is adopting cost based
pricing and it produces unit wise so they can
easily identify manufacturing cost for each
unit.
Value Based
It takes care of its customers through Value
based competitive pricing and good service
after sales. The Company focuses on providing
"Value for Money" through
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after sales services.
its pricing strategies and
63

64.  PLACE :
All over INDIA
Distribution channel –
Manufacturer
Dealer
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Customer
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65.  PROMOTION:
 T.V. Add.
 News paper Add.
 Magazine Add.
 FM Radio
 Hoardings etc.
 Excellent marketing, finance and loan services, an
efficient dealer network, tactical promotion comprising of
fuel conservation campaigns, mobile workshops, safety
driving courses and others, all placed Hero Honda in a
league distinct from the conventional. 10/18/2013
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66. Factors
Cultural
Factors
High
Justification
/Medium/Low
Impact
Determination of wants & behavior in the
customer market. India is exposed to values,
Medium
humanitarian, people loyalty. All these some
Impact
extent influences the customer to buy the
product. Ex: People believe that they should
buy some times festival seasons.
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67. Social Factors
There were many people who
bought bikes because of social
High Impact
factors like on their parents,
friends and relatives opinion.
There were few people who
bought their bikes for style and
status. Besides this to my
surprise I found out that in
today‟s world boys play major
role in buying decisions for
themselves and for their family
also. This also played a greater
role in purchasing decision of
two wheelers by individuals.
Boys who were in age group of
18-25yrs were more interested
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as compared to other 67
factors described.

68. Personal
Factors
These factors were varying from
person to person. Demographic
High
Factors. Sex, Race, Age etc.
Impact played major role in buying two
wheelers for individual use.
Young people in age group of
18-35yrs
purchased
two
wheelers for different various
reasons while older people in
age group of 35-50yrs purchased
just for travelling purpose only.
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69. Psychologi High Impact
cal Factors
There were many people
who wanted to purchase two
wheelers just because they
had sense of love and
belonging for bikes. This
was found more among Hero
Honda user. They are mostly
see performance of the bike
and services that provided
by companies and want their
bike to be smooth while
driving the bike.
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71. Need Recognition
Information Search
formation Search
Evaluation of
Alternatives
Purchase Decision
Post Purchase behaviPost
Purchase behavior
or
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72. The basic need of a vehicle is for transportation.
Hero Honda Pleasure, it mainly degised for young
girls & working or non-working women. They
need this vehicle for transportation purpose. So,
this is the need recognition for buying decision
process.
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73. Information
 Surprisingly, customers search for information. The
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major information sources to which customers will
turn fall into four groupsPersonal - family, friends, neighbors.
Commercial - advertisements, web sites, salesperson,
dealers, displays.
Public - mass media, consumer-rating organizations.
Experimental - handling, examining, using product
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74.  The customers search for alternative competitive
brand information search. For example, the alternative
search for Hero Honda Pleasure is its competitive
brands like Honda Activa, TVS Pep+, Bajaj Wave.
These are alternative search for this product.
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75.  In the evaluation stage, the consumer forms
preferences among the brands in the choice set. The
customer may also form an intention to buy the most
preferred brand. In executing a purchase intention,
the consumer may make up to five sub decisions:
brand, dealer, quantity, timing and finally payment
method. After all these the customer will go for
purchasing the product (Hero Honda Pleasure).
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76.  After the purchase, the customer might experience
positive about the product or negative. Post purchase
satisfaction is a function and the product’s perceived
performance. The performance falls short of
expectations, the consumer is disappointed; if it meet
expectations, the consumer is satisfied. After satisfying
with the product the customer may go for influence to
buy the same brand.
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77.  After studying about the Hero Honda’s company, we
came to know about the companies SWOT, different
brands and there features, market share, promotion
activities, brand ambassadors, 4P’s of marketing,
customers buying behavior and many more. Apart
from this in this project we also came to know about
the different competitors and their Strengths and
Weakness. So, finally we conclude that the two wheeler
industry is growing very fast in India and the different
companies are coming with new different marketing
strategies to sustain their brand in the market.
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78. Thank you!
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