a project report on yamaha ltd

1. A
PROJECT REPORT
ON
BRAND IMAGE OF YAMAHA AND ITS COMPETITORS
IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE DEGREE
OF
MASTER OF BUSINESS ADMINISTRATION (MBA)
SUBMITTED TO: Submitted By:
Miss. Padma Sharma Anshuman Madaan
MBA-III Sem..
ARYA INSTITUTE OF ENGG.& TECHNOLOGY, JAIPUR
SESSION 2011-2013

2. ACKNOWLEDGEMENT
Sincere gratitude is due to industry guide Mr. GURMEET SINGH, Asst. Manager (Product
Planning and Brand Management), ROYAL MOTORS, Narwal, Jammu for mentoring. It is
the result of his esteemed guidance that this project culminated.
Special thanks are due to Miss.padma Sharma esteemed faculty guide for all the efforts he
took to mentor me regarding the project gratitude is also due to all the team of Product
Planning and Brand Development, ROYAL MOTORS Pvt. Ltd., Surajpur, for their guidance.
ANSHUMAN MADAAN

3. DECLARATION
I, Anshuman madaan student of “Arya institute of engineering and technology,jaipur”
hereby declare that the project entitled “Brand Image Of Motor Cycles, With Emphasis on
Products From India Yamaha Motor Pvt. India Ltd.” at Yamaha Motor India Ltd., is the
original work done by me and the information provided in the study is authentic to the best
of my knowledge. This study report has not been submitted to any other institution or
university for the award or anyother degree.
This report is based on my personal opinion hence cannot be referred to legal
purpose.
(Anshuman Madaan)

4. EXECUTIVE SUMMARY
PROJECT TITTLE-“Brand Image of Yamaha & it,s competitors”
we have successfully completed our 45 days internship at "yamaha pvt.ltd."narwal,jammu
for the assigned projet tittle"BRAND IMAGE OF YAMAHA & IT,S
COMPETITORS"
Mr.GURMEET SINGH,HR manager(Product planning & Brand management) was our
guider who guided us how to carry on with the project.
Purpose of the study-
The main objective of the research was" TO STUDY THE INTREST OF
CUSTOMERS TO YAMAHA PRODUCT" in our project we had been assigned the
task to find out the intrest of customer which buy the yamaha product and how much intrest
they have in product.
This report includes an overview of the project undergone during the summer traning.
for our project we took sample size of 345 respondents.after that,we analyzed the
questionnarie filled by the respondent.

5. TABLE OF CONTENT
Subject
1. Introduction to the Industry
2. Introduction to the Organization
3. Research Methodology
3.1. Title of the Study
3.2. Duration of the Project
3.3. Objective of Study
3.4. Type of Research
3.5. Sample Size and method of selecting sample
3.6. Scope of Study
3.7. Limitation of Study
4. Facts and Findings
5. Analysis and Interpretation
6. SWOT
7. Conclusion
8. Recommendation and Suggestions
9. Appendix
10. Bibliography

6. INTRDOCTION
Yamaha's history goes back over a hundred years to 1887 when Torakusu Yamaha founded the
company, which began producing reed organs. The Yamaha Corporation in Japan (then Nippon
Gakki Co., Ltd.) has grown to become the world's largest manufacturer of a full line of musical
instruments, and a leading producer of audio/visual products, semiconductors and other computer
related products, sporting goods, home appliances and furniture, specialty metals, machine tools, and
industrial robots.
The Yamaha Motor Corporation, Ltd., begun on July 1, 1955, is a major part of the entire Yamaha
group, but is a separately managed business entity from the Yamaha Corporation. The Yamaha
Motor Corporation is the second largest manufacturer of motorcycles in the world. Yamaha Motor
Corporation owns its wholly-owned subsidiary in the U.S. called Yamaha Motor Corporation, USA,
that is handling not only motorcycles, but also snow mobiles, golf carts, outboard engines, and water
vehicles, under the brand name of Yamaha as well.
In 1954 production of the first motorcycles began, a simple 125cc single-cylinder two-stroke. It was
a copy of the German DKW design, which the British BSA Company had also copied in the post-war
era and manufactured as the Bantam.
The first Yamaha, the YAI, known to Japanese enthusiasts as Akatombo, the "Red Dragonfly",
established a reputation as a well-built and reliable machine. Racing successes helped boost its
popularity and a second machine, the 175cc YCI was soon in production.
The first Yamaha-designed motorcycle was the twin-cylinder YDI produced in 1957. The racing
version, producing 20bhp, won the Mount Asama race that year. Production was still modest at
15,811 motorcycle, far less than Honda or Suzuki.
The company grew rapidly over the next three years and in 1959 introduced the first sports model to
be offered by a Japanese factory, the twin-cylinder YDSI with five-speed gearbox. Owners who
wanted to compete in road racing or motocross could buy kits to convert the machine for both road
and motocross racing.

7. By 1960 production had increased 600% to 138,000 motorcycles. In Japan a period of recession
followed during which Yamaha, and the other major Japanese manufacturers, increased their exports
so that they would not be so dependent on the home market.
To help boost export sales, Yamaha sent a team to the European Grand Prix in 1961, but it was not
until the 1963 season that results were achieved.
After the Korean War the American economy was booming and Japanese exports were increasing. In
1962 Yamaha exported 12,000 motorcycles. The next year it was 36,000 and in 1964 production rose
to 87,000.
In 1963 Yamaha had produced a small batch of 250CC road racing motorcycles for sale, the air-
cooled, twin-cylinder TDI. Ever since then Yamaha has built and sold motorcycles that could be
raced successfully "straight out of the crate", and as a consequence Yamaha machines have won
more road races than any other make, exposing Yamaha to a good deal of publicity.
By 1965 production was 244,000 units, split about 50/50 between home and export sales. One of the
biggest drawbacks to the sales of two-strokes was that the rider had to mix oil with their gas. Yamaha
technicians accomplished a major technical feat by the development and introduction of a new
Autolube system.
Basically an oil tank that fed lubricant to a pump that metered oil to the big ends, main bearings and
cylinder barrels. It proved very reliable and did away with mixing oil and gas at every fill up.
The first overseas factory was opened in Siam in 1966 to supply Southeast Asia. In 1967 Yamaha
production surpassed that of Suzuki by 4,000 at 406,000 units. Yamaha established a lead with the
introduction of the first true trail bike "the 250cc single-cylinder DTI". The company also developed
a two-liter, six-cylinder, double overhead-camshaft sports car unit for Toyota Motor. Which proved
helpful when Yamaha produced their own high-performance four-stroke motorcycles.
In 1969 Yamaha build a full size road racing circuit near their main factory at Iwata.
By 1970 the number of models had expanded to 20 ranging from 50cc to 350cc, with production up
to 574,000 machines, 60% of which were for export. That year Yamaha broke their two-stroke

8. tradition by launching their first four-stroke motorcycle, the 650cc XSI vertical twin modeled on the
famous Triumph twins.
Yamaha realized the long-term potential of the two-stroke engine and continued to develop two-
stroke bikes, concentrating on engines 400cc and under.
In 1973 production topped one million (1,000,000) motorcycles per year for the first time, leaving
Suzuki way behind at 642,000 and catching up on Honda's 1,836,000. During the 1970's Yamaha
technicians concentrated on development of four-stroke models that were designed to pass the ever-
increasing exhaust emission laws and to be more economical than the two-strokes that had made
Yamaha's fortune.
Over the years Yamaha produced some less successful motorcycles:
• The TX750 twin of 1972.
• The TX500 double overhead-camshaft, four-valve per cylinder, twin of 1973.
• The XS750 shaft-drive, double overhead-camshaft, three cylinder of 1976.
• And the XS Eleven, four-cylinder of 1977, was at the time the biggest bike produced by a
Japanese manufacturer.
• Other four-strokes were more successful, notably.
• The XT500 single-cylinder trail bike of 1976.
• And the XS350 single overhead-camshaft, twin.
In the 70's the RD twin cylinder sports models were a big success as well as the RD250LC and
RD350LC water-cooled versions that replaced them in the eighties which were based on the famous
TZ race bikes.
Production in 1980 was 2,214,000, with export sales of 1,383,000. In the 1980's the company
introduced the compact XJ four cylinder models, ranging from 550cc to 1100cc. Not wanting to miss
anything the company also introduced the 750cc and 1000cc air-cooled V-twin models followed by
the XZ550 water-cooled, mid-weight sports bike.

9. INTRODUCTION ABOUT STUDY
Some of the major players that dominate the global Motorcycle market are Honda, Yamaha. Suzuki,
Kawasaki, and Kinetic. Whereas the Indian market shows dominance of players like Hero Honda,
Honda, Bajaj Auto Ltd, TVS motors and Yamaha.India Yamaha Motor (IYM) is a 100% subsidiary
of Yamaha Motor Corporation of Japan. Its manufacturing unit is in Surajpur while Faridabad Plant
mainly caters to spare parts and paint shop. These two plants support the production of motorcycles
for domestic as well as overseas market. Presently 8 models roll out of these two plants. The
infrastructure at both the plants supports production of motorcycles and it's parts for the domestic as
well as overseas market. At the core are the 5-S and TPM activities that fuel lean Manufacturing
Processes. The plants have In-house facility for Machining, Welding processes as well as finishing
processes of Electroplating and Painting till the assembly line. The stringent Quality Assurance
norms ensure that their motorcycles meet the reputed International standards of excellence in every
sphere.
The purpose of the project was to study the positioning of brand image in the minds of the customers
and also to study the colour preferences of the motorcycle customers. Consumers should have
favourable awareness of brand. Brand awareness and the ensuing positioning in the minds of
consumers differentiates successful organisation from failed organisation To succeed, in today’s
rapidly evolving market place organizations should strive continuously to increase awareness of their
brands for the good.

10. SOCIETY OF INDIAN AUTOMOBILE MANUFACTURERS
Society of Indian Automobile Manufacturers ( ISO 9001-2008 Certified Organisation) is apex body
representing 44 leading vehicle and vehicle engine manufacturers. It is the face of the Indian
automobile industry.With its regular and continuous interaction with international bodies and
organizations SIAM facilitates up gradation of technical capabilities of the Indian Industry to match
the best practice worldwide.
Indian Automobile Industry is showing accelerating pace of growth rate across all segments.
According to Society of Indian Automobile Manufacturers, total sales for all
categories stood at 12,08,851 units as against 9,29,917 units for the corresponding
period a year-ago, a growth of 30%
which the Met department has predicted to be good this year, becomes weak. Rising inflation
However, SIAM director general cautioned that sales may be affected if the monsoon, is another
concern.
"If the government takes steps to control the money supply, then at some point of time interest rates
will be under pressure. We have to track it very carefully," Mr Mathur, Director General SIAM, said.
Sales of two-wheelers in May also jumped by 28.66% over that of May 2009. Motorcycle sales in
India during May went up by 25.80% to 7,25,311 units from 5,76,537 units in the year-ago period.
The country's largest motorcycle maker Hero Honda registered a growth of 11.74% in its sales at
4,01,320 units in May 2010.Sales in rival Bajaj Auto also shot up by 68.73% to 1,91,726 units, while
Chennai-based TVS Motor Company posted a 21.21% growth at 52,319 units in May. Honda
Motorcycle & Scooter India (HMSI) saw its bike sales jump by 52.24% to 55,110 units.
In the scooter segment, the total sales in May jumped by 45.45% to 1,57,509 units as against
1,08,291 units sold in the corresponding month last year, SIAM said.HMSI's scooter sales were up
by 28.03% at 76,980 units, while TVS Motor's scooter sales grew by 40.19% in May to 30,567 units.
Hero Honda's scooter sales jumped 23,738 units, an increase by 61.21% from last year.

11. Automobile Domestic Sales Trends
(Number of Vehicles sold)
Category 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10
Passenger 1,061,5 1,143,0 1,379,97 1,549,8 1,552,7 1,949,77
Vehicles 902,096 72 76 9 82 03 6
Commerc
ial
Vehicles 260,114 318,430 351,041 467,765 490,494 384,194 531,395
Three
Wheelers 284,078 307,862 359,920 403,910 364,781 349,727 440,368
Two 5,364,2 6,209,7 7,052,3 7,872,33 7,249,2 7,437,6 9,371,23
Wheelers 49 65 91 4 78 19 1
Grand 6,810,5 7,897,6 8,906,4 10,123,9 9,654,4 9,724,2 12,292,7
Total 37 29 28 88 35 43 70
Domestic Market Share for 2009-10

12. OTHER MAJOR MOTORCYCLE COMPANIES IN THE
INDIAN MARKET
The country's largest two-wheeler maker, Hero Honda, has reported 17.35 per cent rise in sales at
414,638 units in the month of march, the best-ever figure reported by the company for the month of
March. The company had sold 353,342 units during March last year,
Hero Honda Motors Ltd (HHML) said in a statement.
HHML registered cumulative sales of 4,600,130 units during 2009-10, against 3,722,000 units in the
previous fiscal, up 23.59 per cent.
Hero Honda is recognized today as one of the most successful joint ventures in the world.
The Bajaj Group is amongst the top 10 business houses in India. The group's flagship company,
Bajaj Auto, is ranked as the world's fourth largest two- and three- wheeler manufacturer .The
country's second largest two- wheeler maker Bajaj Auto has reported 85.12 percent jump in its
motorcycle sales at 244,828 units in March,2010. The company had sold 132,253 units in March last
year. During the entire 2009-10 financial year, the company sold 2,506,749 units in the motorcycle
segment, a jump of 31.39 percent over 1,907,853 units in the year-ago period, it added.BAL
attributed the growth to robust sales of Pulsar and Discover range of bikes.
In March, total two-wheeler sales jumped by 84.57 percent to 244,889 units compared to 132,683
units in the same period a year ago, the statement said.

13. TVS Motor Company is the third largest two-wheeler manufacturer in India and one among the top
ten in the world, with annual turnover of more than USD 1 billion in 2008-2009, and is the flagship
company of the USD 4 billion TVS Group.
Motorcycle segment registered a growth of 7 % in March 2010 with sales of 64,120 units in March
2010 when compared to 59,796 units in the same month of the year, 2009.
Suzuki Motorcycle India Private Limited is a subsidiary of Suzuki Motor Corporation Suzuki
Motorcycle India reported a jump of 76.13 per cent in its sales in March at 21,752 units, on the back
of good response to its new products. The company had sold 12,350 units during March 2009.
Honda Motorcycles & Scooters India Pvt. Ltd. Factory was established in
January 2001. Motorcycle segment sales jumped 63.25 per cent to 65,888 units
in March, against 40,360 units in the corresponding period a year ago.
The company reported a robust growth of 88.89 per cent in scooter sales at
78,400 units in the said month, compared with 41,505 units in the year
agoperiod
SALES FIGURE OF MOTORCYCLE COMPANIES IN THE
INDIAN MARKET

14. OBJECTIVE OF STUDY

15. The prime objective of this project is to ascertain the brand image of the major motorcycle
companies present in the Indian motorcycle industry. Also the reason why people prefer certain
colours in the bikes over other colours available in the same models will be studied.
The pertinent data will be obtained and studied from the responses of the customers of
motorcycle through a detailed questionnaire.
• To understand the Brand Image of Yamaha vs. its competitors so as to help the company to
focus on its marketing plan and strengthen its future positioning.
• To check the quality of awareness of Yamaha and its competitors among the Indian customers.
• To check the present performance of the companies and study the attributes which are liked and
considered by people and also to know about the reputation of company in market.
• To study the parameters which people associate with a certain Brand.
INTRODUCTION OF THE INDUSTRY

16. Industry Profile
The Two Wheeler Market Globally
that satisfy The two-wheeler industry is concentrated in the developing world, especially China and
India, which together account for over half the total worldwide sales of two-wheelers. The Japanese
manufacturers, Honda, Yamaha, Suzuki and Kawasaki, dominate the two-wheeler industry globally.
Currently, all major two wheeler markets, except India, are dominated either by Japanese firms or
their joint ventures.
Hero Honda Motor Cycles Limited, an Indian motorcycle company is the world leader by sales
.Motorcycles are used for many different purposes. Some use it for daily commuting (especially in
developing and under-developed worlds) and for hobby pursuits (in developed world).
HarleyDavidson, Royal Enfield, BMW, Yamaha etc are the companies this hobby pursuit of the
people, the world over.
Two Wheeler Market: The Indian Scenario
The Indian two-wheeler industry can be divided into three broad categories: scooter, motorcycles and
mopeds. Each of these categories can be further segmented on the basis of several variables, like
price, engine power, type of ignition, and engine capacity.
Today, India is the second largest producer and customer of two-wheelers in the world. The Indian
two-wheeler industry has undergone a significant change over the past 10 years with the preference
changing from mopeds to scooters, and more recently, from scooters to motorcycles. With the
reduction in the price differential between scooters and motorcycles, there has been a perceptible
shift towards motorcycles because of their better styling, higher fuel efficiency, and higher load
carrying capacity.Of late, scooters have made a resurgence. Honda Motors and Scooters India

17. Limited is the market leader in the scooter segment. Also female centric two-wheelers like Pep have
gained major portion of the market.
Rise of a Product: The Motorcycles
Motorcycles are the most expensive of all two-wheelers. They are more powerful than scooters and
mopeds, have the highest load carrying capacity (which is essential for rural areas), are fuel-
efficient, have better road grip, and are also the most expensive. Besides, motorcycles are viewed as
“trendy” in the urban areas as compared with scooters and mopeds.The fortunes of the motorcycle
industry changed after the announcement of the liberal licensingpolicyin1982 where by foreign
collaboration were allowed. In 1982, the Government allowed foreign players to enter the industry
through joint ventures. Within four years, the TVS Group tied up with Suzuki, the Hero Group with
Honda, the Escorts group with Yamaha and Bajaj Auto Limited (Bajaj Auto) with Kawasaki. TVS &
Suzuki introduced Ind-Suzuki in 1984, Hero Honda Motors Limited (HHML) launched CD100 in
1985, and both Escorts and Bajaj Auto launched their models in 1986-1987.
Also, new entrants have entered the market by introducing their products at lower price points, while
the existing players have announced price cuts. This has led to price competition in the domestic
market.
Company Profile

18. India Yamaha Motor Private Limited
India Yamaha Motor (IYM) is a 100% subsidiary of Yamaha Motor Corporation of Japan. The
company has its manufacturing unit in Faridabad and Surajpur, which supports the production of
motorcycles for domestic as well as overseas market. Presently 10 models roll out of this two plant.
Year of Establishment July 1, 1955 (Yamaha Japan)
Industry Motorcycle manufacturing
International Headquarter 2500 Shingai, Iwata-shi Shizuoka-ken, Japan
Vision
We will establish YAMAHA as the "exclusive & trusted brand" of customers by "creating Kando"
(touching their hearts) - the first time and every time with world class products & services delivered
by people having "passion for customers".
Mission
Be the Exclusive & Trusted Brand renowned for marketing and manufacturing of YAMAHA
products, focusing on serving our customer where we can build long term relationships by raising
their lifestyle through performance excellence, proactive design & innovative technology. Our
innovative solutions will always exceed the changing needs of our customers and provide value
added vehicles.

19. Build the Winning Team with capabilities for success, thriving in a climate for action and delivering
results. Our employees are the most valuable assets and we intend to develop them to achieve
international level of professionalism with progressive career development. As a good corporate
citizen, we will conduct our business ethically and socially in a responsible manner with concerns for
the environment.Grow through continuously innovating our business processes for creating value and
knowledge across our customers thereby earning the loyalty of our partners & increasing our
stakeholder value.
Core competencies
1. Customer #1 Yamaha put customers first in everything they do. They take decisions keeping the
customer in mind.
2. Challenging Spirit Yamaha strive for excellence in everything they do and in the quality of goods
& services they provide.
3. Team-work -They work cohesively with the colleagues as a multi-cultural team built on trust,
respect, understanding & mutual co-operation.
4. Frank & Fair Organizationm compactness Yamaha Motor is a company that has worked ever since
its founding to build products defined by the concepts of “high-quality and high-performance” and
“light weight and” as they have continued to develop new technologies in the areas of small engine
technology and FRP processing technology as well as control and component technologies.
It can also be said that their corporate history has taken a path where “people” are the fundamental
element and their product creation and other corporate activities have always been aimed at touching
people’s hearts. Their goal has always been to provide products that empower each and every
customer and make their lives more fulfilling by offering greater speed, greater mobility and greater
potential.
As a company that makes the world its field and offers products for the land, the water, the
snowfields and the sky, Yamaha Motor strives to be a company that “offers new excitement and a
more fulfilling life for people all over the world” and to use our ingenuity and passion to realize
peoples’ dreams and always be the ones they look to for “the next Kando.”

20. Kando is a Japanese word for the simultaneous feeling of deep satisfaction and intense excitement
that people experience when they encounter something of exceptional value.
Manufacturing process
YM Ltd. is IS0-14001 certified. All our endeavors give us reason to believe that sustainab IYM's
manufacturing facilities comprises of 2 state-of-the-art Plants at - Faridabad (Haryana) and Surajpur
(Uttar Pradesh). Currently 10 models roll out of the two Yamaha Plants. The infrastructure at both
the plants supports production of motorcycles and it's parts for the domestic as well as oversees
market. At the core are the 5-S and TPM activities that fuel agile Manufacturing Processes. They
have In-house facility for Machining, Welding processes as well as finishing processes of
Electroplating and Painting till the assembly line. The stringent Quality .Assurance norms ensure that
our motorcycles meet the reputed International standards of excellence in every sphere.As an
Environmentally sensitive organization we have the concept of "Environment-friendly technology"
ingrained in our Corporate Philosophy. The Company boasts of effluent Treatment plant, Rain water
- Harvesting mechanism, a motivated forestation drive. I le development for Yamaha will not remain
merely an idea in pipeline.

21. Yamaha's Motorcycle operations in India

22. Research Methodology:
Research Design
The data obtained from the survey was sorted out in a proper sequence for analysis purpose.
Incomplete questionnaires were discarded. Analysis was done thereupon using. Microsoft Office
Excel 2007 platform. Extensive use of bar-graphs, pie-charts was employed. Where there were more
than more than one preference for a given question, proper weightage was given to the different
preferences according to the order of preference.
Microsoft Office Excel 2007 is a general analysis platform from Microsoft Corporation. U.S.A.
Microsoft Office Excel has gained across industry acceptance for the simplicity and completeness for
analysis purposes.The results obtained from the analysis using Excel platform are usually not directly
applicable but nevertheless present the bare facts and data can thus be deciphered
.
Sample Design
Basis of Sampling Plan and Sample Size
Sampling is the component of our research design. A Sample is a subgroup of the population for
participation in the study.
Target population - Males having at least a two-wheeler.The target market for motorcycles is
youngsters. Young people mainly in the age group of 18- 35 years and catering to their wants will
serve large portion of market share. Age group above 40 till 60 was considered to gain
comprehensive picture of the Indian motorcycle market
Sampling technique - Judgmental sampling was used.
Judgmental sampling is a type of non-probability sampling. Population elements are selected on the
basis of judgment of researcher. Researcher chooses elements to be selected in the sample.Of all
sampling types, convenience sampling is least expensive and least time consuming.

23. Non-Probability sampling procedure was used. Non-Probability Sampling relies on the personal
judgment of the researcher rather than chance to select sample elements. Researcher decides which
elements to take in the sample. Because there is no way of determining the probability of selecting
any particular element for inclusion in the sample, the estimates obtained are not statistically
projectable to the population. For data gathering purposes friends, relatives, were surveyed. Also
spot surveys were conducted in the Vehicle parking stands of MMX Mall (Sahibabad) and Shipra
Mall (Ghaziabad).
Sample size
Sample size refers to the number of elements to be included in the study. Determining the sample
size is complex and involves several qualitative and quantitative considerations. Import qualitative
features that we considered in determining the sample size include:
Bajaj Auto Limited. Importance of the decision
1. Nature of the research
2. Number of variables
3. Sample sizes used in similar studied
4. Complication rates
5. Resource constraints
Only the brands actively present in the Indian motorcycle were considered namely-
1. Hero Honda Motorcycles Limited
2. India Yamaha Motor Private Limited.
3. Honda Motors and Scooters India Limited.
4. T.V.S. Motor Limited.
5. Suzuki Motorcycle Limited.
6. ‘Others’ was used as a generic category for all other brands.