TO STUDY THE IMPACT OF TELEMARKETING OF TWO

WHEELER INDUSTRY WITH SPECIAL REFERANCE TO YAMAHA

A PROJECT SUBMITTED TO

UNIVERSITY OF MUMBAI FOR PARTIAL COMPLETION OF THE

DEGREE OF

BACHELOR OF MANAGEMENT STUDIES

UNDER THE FACULTY OF COMMERCE

BY

PRIYANKA RAUT

UNDER THE GUIDANCE OF

JYOSTNA JAIN

DNYAN BHARTI SOCIETY COLLEGE OF MANAGEMENT (B.M.S)

VADKUN, DAHANU (W), MAHARASHTRA

2018-19
 TO STUDY THE IMPACT OF TELEMARKETING OF TWO
WHEELER INDUSTRY WITH SPECIAL REFERANCE TO YAMAHA

A PROJECT SUBMITTED TO

UNIVERSITY OF MUMBAI FOR PARTIAL COMPLETION OF THE

DEGREE OF

BACHELOR OF MANAGEMENT STUDIES

UNDER THE FACULTY OF COMMERCE

BY

PRIYANKA RAUT

UNDER THE GUIDANCE OF

JYOSTNA JAIN

DNYAN BHARTI SOCIETY COLLEGE OF MANAGEMENT (B.M.S)

VADKUN, DAHANU (W), MAHARASHTRA

2018-19
 Dnyan Bharti Society College Of Management (B.M.S)
Vadkun, Dahanu (W), Maharashtra

Certificate

This is to certify that Miss Priyanka raut has worked and duly completed her
project work for the degree of bachelors or of management study under the faculty of
commerce and her project is entitled to study the telemarketing of two wheeler
industry with special reference to Yamaha under my supervision.

I further certify that the entire work has been done by the learner under my
guidance and that no part of it has been submitted previously for any degree or
diploma of any university

It is her own work and facts resported by her personal findings and investigations.

Mrs. Jyostna Jain

Date of submission :
 Declaration

I the undersigned Miss. Priyanka Raut here by, declare that the work embodied in
this project work titled to Study the impact of telemarketing of two wheeler
industry special reference to Yamaha. Forms my own contribution to the research
work carried out under the guidance of Mrs. jyostna jain is a result of my own
research work and has not been previously submitted to any other university for any
other degree/diploma to this or any other university.

Wherever reference has been made to previous works of others, it has been clearly
indicated as such and included in the bibliography.

I , here by further declare that all information of this document has been obtained and
presented in accordance with academic rules and ethical conduct.

Miss. Priyanka Raut

Certified by

Mrs. Jyostna jain

 Acknowledgement

To list who all have helped me difficult because they are so numerous and the depth is
so enormous.

I would like to acknowledge the following as being idealistic channels and fresh
dimensions in the completion of the project.

I take this opportunity to thank the University of Mumbai for giving me chance to do
this project.

I would like to thank my principal, Mr. Ravindra Ghages for providing the necessary
facilities required for completion of this project.

I take this opportunity to thank our coordinator Mrs. Deepa tanna, for her moral
support and guidance.

I would also like to express my sincere gratitude towards my project guide Mrs.
jyostna jain whose guidance and care made the project successful.

I would like to thank my college library, for having provided various reference books
and magazine related to my project.

Lastly, i would like to thank each and every person who directly or indirectly helped
me in the completion of the project especially my parents and peers who supported
me throughout my project.
 Index

Chapter No. Title of the chapter Page No.

1. Introduction

1.1 Key success factor for telemarketing

1.2 History of Yamaha company

1.3 Company profile

1.4 Yahama product

1.5 Industry profile

2. Research methodology

2.1 Primary and secondary data

2.2 Sample size

2.3 Objective

2.4 Scope of study

2.5 Limitation

3. Literature review
Data analysis, interpretation and
4.
presentation
4.1 Graphical data analysis

5. Conclusion

6. Suggestions
 Introduction

What is telemarketing

Telemarketing is a marketing strategy that involves connecting with customers over

the telephone or,more recently,through web-based video conferencing.

Telemarketing is one of the most divisive strategies in modern marketing because

many organization have been know to use irritating or unethical practices in
telemarketing is known as “robocalling”,a practice that involves using a pre-recorded
message dialing machine that can contact thousands of people every day. Because of
these and other unpopular methods, there are many government regulation of
telemarketing in several countries throughout the word.

While many methods of telemarketing are looked upon negatively by consumers and
lawmakers,the telemarketing field is broad and includes several methods that are
ethical and highly effective. In the above example of moneycorp the campaign was
not about selling a product over the phone,but making contact team and their potential
clients more effecient and successful.

Telemarketing is a very common form of marketing companies use to connet with

potential customer of their product or service.historically telemarketing consisted of
companies making telephone calls to existing or potential customer.with new
technology,telemarketing has expanded to include video conferencing calls as
well,although those are typically conducted with existing customer.telemarketing is
often used to try to sell a product or service,but it can also take the form of surveys or
information gathering.for instance,political campaigns use telemarketing heavily prior
to elections to inquire about voting preferences.

When companies call new customer the activity is referred to as cold calling.this
means the consumar has not purchase frome the company before nor have they
requested a call from the company.companies can buy a list service,which will
provide a list of consumer who have similar interests or purchasing histories who fit
the company target market.
Use of telemarketing

Telemarketing can help a wide variety of organization achieve improved results in

different ways. Thought the most obvious form of telemarketing involves company
calls to individuals at home to pitch them product,telemarkrting is also a significant
strategy in business-to-business sales,event promotion,political compaigning, and lead
generation for more sophisticated sales procedures.

Market makers,the telemarketing company hired by moneycorp contacted

corporations that were in need of the service moneycorp provide. The marketar did
not attempt to make a sales over the phone,only collect contact information and
determine a potential client’s interest in moneycorps services to generate strong leads
for the senior sales team.companies that wish to promote an event that appeals to a
specific demographic can also use telemarketing to reachpotential participant.

Telemarketing (sometimes known as inside sales,or telesales in the uk and ireland) is

a method of direct marketing in which a salesperson solicits prospective customer to
buy products or services,either over the phone or through a subsequent face to face or
web conferencing appointment scheduled during the call. Telemarketing can also
include recorded sales pitches programmed to be played over the phone via automatic
dialing.

Telemarketing is defined as contacting,qualifying and canvassing prospective

customer using telecommunication devices such as telephone,fax,and internet.it does
not include direct mail marketing.

Telemarketing is the act of selling,soliciting or promoting a product or service over

the telephone the telephone is the most cost-efficient,flexible,and statistically
accountable medium

available.at the same time the telephone is still very intimate and personal.it in
individual to individual.
Telemarketing is the process of using the telephone to generate leads,make sales,or
gather marketing information.telemarketing can be a particularly valuable tool for
small businesses,in that it saves time and money as compared with personal
selling,but offers many of the same benefits in terms of direct contact with the
customer.

Types of telemarketing :

Telemarketing can be either inbound or outbound in scope.

Inbound telemarketing :

It consists of handling incoming telephone calls often generated by broadcast

advertising,direct mail,or catalogues and taking orders for a wide range of
products.the representatives working in the type of telemarketing programme
normally do not need as much treining as the outbound representatives.

Outbound telemarketing :

It can be aimed directly at the end consumer for example a home repair business
may call people to search for prospects and consumers. Representatives working on
this side of the industry generally require more training and product knowledge,as
more actual selling is involved in comparison to the inbound operations.

1.1 Key success factors for telemarketing

Telemarketing attempt to sell their company s products vai telephone

calls to prospective calls to prospective customer.while the national do
not call registry has provided a mechanism for halting unwanted
telemarketing sales calls to the general public,telemarketing remains a
viable selling method.successful comanies comply with rule and
regulations while providing high-quality product and service.
 Knowledgeable phone operators :
telephone operators should be intimately familiar with a
companys products or service and be able to articulate product
benefit to customers reading from a script or stopping repeatedly
to check information will not be as effective as those who have
working knowledge benefit to customers reading from a script or
stopping repeatedly to check information will not be as effective
as those who have working knowledge.
 Good customer service : telemarketing must provide exceptional
levels of customer care.this includes employing telephone
operators who are personable,speak the language well and are
easy to understand.

Effective floor managers : telemarketing floor managers should be

visible and available to help operators as necessary.being visible can
raise morale of staffers who know they have the support of
management and can managers over at a moments notice to help
them slove problems that arise on the job.this type of support can
ensure that sales calls are smooth and effective.

Viable products or service : a telemarketing firm must sell a product

or service that is in demand by consumers.this often means offering
competitive pricing, a superior product or service or an item that is
difficult to find elsewhere.

Target marketing : telemarketing are charged with reaching out to

specific target markets.thise means remaining in compliance with do
not call registry rules and regulations while simultaneously targeting
phone calls to consumer is product of demographic.
After-sales service:

Customer support following the purchase of a product or service.in some cases,after

sales service can be almost as important as the initial purchase. The
manufacturer,retailer can be almost as important as the initial purchase. The
manufacturer,retailer or service provider determines what is included in any warranty
(or guarantee).this will include the duration of the warrenty traditionally one year
frome the date of purchase, but increasingly two or more years maintenance and or
replacement policy,items included/excluded,labor costs,and speed of response.in the
case of a service provider,after-sales service might include additional training.in the
case of the service provider,after-sales might include additional training or helpdesk
availability.of equal importance is the customer perception of the degree service. Of
willingness with which a supplier deal with a question or complaint,speed of
response,and action taken.

Quality,price and service are three factor are critical to the success of any export sales
effort.quality and price are addressed in earlier chapters. Service,which is addressed
here,should be an integral part of any company’s export strategy from the
start.properly handled,service can be a foundation for growth.ignored or left to
chance,it can cause an export effort to fail.

Service is the prompt delivery of the product,it is courteous sales personnel.it is a

user or service manual modified to meet your customer’s need.it is ready access to a
service facility.it is knowledgeable, cost-effective maintenance,repair or replacement
.service is location service is dealer support.

Service varies by the product types,the quality of the product,the price of the product
and the distribution employed.for export products that require no service such as food
products,some consumer goods and commercial disposables-the issues on the other
hand the characteristics of consumer durables and some consumables by the
consumer.in fact,foreign buyers of industrial goods typically place service at the fore
front of the critena they evaluate when making a purchase decision.
1.2 History of yamaha company

Yamaha motar company is a japaness manufacturer of motorcycles, marine

product such as boats and outboard motors,and motorized products.the company
was established in 1955 upon separation from yamaha corporation(howevar
yamaha corporation is still the largest shareholder wich 12.21,% as of june
30,2014),and is headquartered in Iwata,shizuons,japan.the company conducts
development and marketing operation through 109 consolidated subsidiaries as
of 2012.
Led by genichi kawakami,the company’s first president,yamaha motor began
began production of its first product,the YA-1, in 1955.the 125cc motorcycle
won the 3rd mount fuji ascent race in its class.

The company’s products includes motorcycles,scooters,motorized

bicycles, boats,sail boats, personal water craft,swimming pools,utility
boats, fishing boats,outboard motors, 4-wheel ATV,s recreational
off-road vehicles,go-kart engines, golf carts, multi-purpose
engines,electrical generators, water pumps, snowmobiles, small snow
throwers,automobile engines, surface mounters,intelligent
machinery,industrial-use unmannd helicopters,electrical various
types of product,development of tourist business and managment of
leisure,recreational facilities and related services.yamaha’s
motorcycle sales are the second largest in the world outboard motar
and yamaha is the world leader in water vehicle sales.

India yamaha motar private limited

India yamaha motar private limited is the wholly owned india subsidiary of yamaha
motar company,headquartered at chennai,india.yamaha motor company japan made
its initial foray into india in 1985 as a joint venture with escort group.in august 2001,it
become a 100% subsidiary of yamaha motar co.ltd. japan ( YMC). IN 2008,mitsui
and co...Ltd. entered into an agreement wich YMC to become a joint-investor in india.
It produces a range of motorcycles for domestic consumption and export including the
FZ, SZ,saluto,fazer,and YZF.
Yamaha own three plants for manufacture of two-wheeler in india: one in
faridabad,haryana,one in surajpur,uttar pradesh,and one in chennai,tamilnadu. It is
frome these three plants that yamaha handles production of motorcycles and parts for
both domestic as well as overseas market.while the faridabed plants was started in
1965,the surajpur plants followed with its inception in 1984 and chennai in 2014.the
scooter manufactured by yamaha in india are the yamaha ray and its upgrade,the
yamaha ray Z, alpha,fascino.
Corporate introduction

1.3 Company profile

About yamaha motors india sales pvt.ltd. yamaha made its initial foray into india in
1985.subsequently,it into a 50:50 joint venture with the escorts group in
1996.however,in august 2001,yamaha acquired its remaining stakes as well,bringing
the india operations under its complete control as a 100% subsidiary of yamaha motar
co. Ltd,japan. India yamaha motar operates from its state-of-the-art- manufacturing
units at faridabad in haryana and surajpur in uttar pradesh and produces motorcycles
both for domestic and export markets.with a strong workforce of 2000
employees,india yamaha motar is highly customer-driven and has a countrywide
network of over 400 dealers.

The company pioneered the valume bike segment with the launch of its 100 cc 2-
stroke motarcycle Rx 100. Since then, it has introduced an entire range of 2-stroke
and 4-strock bikes in india.presently,its product protfolio includes ray-z(113cc), v
max(1679cc),YZF R 1 (1200cc),FZ 1 (998cc) ,YZF R15(150cc) ,FZ-S(150cc),SZ-
R(153cc)etc.

We will estabish YAMAHA as the “exclusive and trusted brand” of customer by

“creating kando”(touching their heart)-the first time and every time with world class
products and services delivered by peple having “passion for customers”.
We are committed to:

Mission

Be the exclusive &Trusted Brand Renowned for marketing and manufacturing of

Yamaha product, focusing on serving our customer where we can build long team
relationship by raising their lifestyle through performance excellence, proactive
design and innovation technology.our innovation solution will always exceed the
changing needs of our customers and provide value added vehicles.

Build the winning team with capabilities for success,thriving a climate for action and
delivering result. Our employees are the most valuable assets and we intend to
develop them to achive 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 innovation our business processes for creating value and
knowledge across our customer thereby earning the loyalty of our partners and
increasing our stakeholder value.

Vision

We will establish Yamaha as the exclusive and trusted brand of customers by creating
konda (touching their hearts) the first time and every time with world class products
and service delivered by people having passion for customer.
1.4 Yamaha product

Yamaha motar company limited- a Japanese motarized vehicle-producing company

(whose HQ Is at 2500 shanghari,iwata, shizuoka), is part of the Yamaha corporation.
After expanding Yamaha corporation into the worlds biggest piano maker, than
Yamaha CEO genichi kawakami took Yamaha into the field of motarized vehicles on
july 1, 1955. The company intensive research into metal alloys for use in acoustic
pianos hed give Yamaha wide knowledge of the making of lightweight, yet sturdy and
reliable metal construction.this knowledge was easily applied to the making of metal
frames and motar parts for motorcycles. Yamaha motar is the worlds second largest
producer of motorcycles (after Honda). It also produces many other motorized
vehicles such as all terrain vehicles,boats,snowmobiles,outboard motar,and personal
watercraft.

The Yamaha corporate logo is comprised of three tuning forks placed on top of each
other in a triangular pattern.

In 2000, toyata and Yamaha corporate made a capital alliance where toyata paid
Yamaha corporate 10.5 billion yen for a 5 per cent share In Yamaha motar company
while Yamaha and Yamaha motar each bought 500,000 shares of toyata stock in
return.
Motorcycle models:

Yamaha has made an extensive number of two-and four-stroke scooters, on-road and
off-road motorcycles. The Yamaha XS650, introduced in 1970, was such an
overwhelming success that it crippled the british monopoly of vertical twin
motorcycles.

I. YZF-R15- Racing instinct

Concept : racing instinct- passing on the”R series” DNA-

Humachine technologies and sensual racing from-

The YZF-R1 and YZF-R6 are equipped with under cowls that are based on the image
of a diffuser, to give them the best form for aero-management. These are not cowls
for simply enclosing the engine,but forms composed of blade surfaces that actively
control airflow.this spirit has been directly inherited by the YZF-R15 version 2.0.

“harmony between rider and machine.”yamaha’s human technology involves studying

the form of the motorcycle actually in motion with the rider on it. The R series is the
embodiment of 1.a wide frontal space that protects the rider,2. An easy to rider
seating area that gives riders the freedom of movement and allows them to steer
effectively, 3. The glamorous tail treatment that taken into account the management of
airflow behind the rider. And 4. A sensual racing frome that brings all 3 of these
element together in a harmonious package. These characteristic have been splendidly
reproduced in the YZF-R15 version 2.0.
 II. Fazer-for some one life is enough

Concept: open your heart to the touring spirit

The fazer,gets its DNA from the global fazer series known for their sports touring
&awesome looked. It has a “look-at-me” appeal with the macho design concept
giving it a concentrated from with excellent ergonomics.fazer is beautifully contoured
& has aerodynamic cowling to keep the wind blast at bay. With its comfortable riding
position and seat,rider can enjoy a week end getaway or head off on a touring holiday.

Fazer has the monocross suspension to ensure agile running performance and
handling. The placement of its’midship muffler’ is towards the center of the machine
which give it a good concentration of mass, exhaust efficiency and handling. Fazer
has the “140/60-17” size rear radial tyre with a 60% aspect ratio which contributes to
better grip and stability.
I. FZ-1 – the brutal beauty

concept :the brutal beauty

The FZ1 was born for life on the street, and its muscular frame is ready for
anything.its 998cc supar support-based engine packs a mighty midrange
punch.and for 2010, the ECU mapping has been revised to achieve improved
throttle response in the low to mind-rpm range.
The die-cost aluminum frame cute its way through the curves like a super
sport bike,to ensure that you’re always in charge.
The FZ1 has got heart-pumping performance, with serious attitude on top and
a lean and mean look that’s all about raw power. The FZ1 is equipped with an
under cowling as standard
II. RAY – hello to RAY new life

Concept : RAY- life is an adventure

the new ray offers best in class acceleration, easy handling and
maneuverability and good fule efficiency. Is equipped with an air-cooled 4-
stroke 113cc engine with CVT (continuous variable transmission) that boasts
excellent reliability.
The engine achieves good fule economy in the practical-use speed range, a
power output characteristic by smooth start-up acceleration and quick passing
acceleration and more.
The body has fresh, innovation stylling based on a design concept of being “
and sophisticated and dynamic” and is full of fine toucher that women will
appreciate, like a seat designed with easy leg reach to the ground and ease of
mounting in mind, ample strong space and easy to operate centerand side
stand.
III. FZ S – heads don’t they bow

concept : stylish macho

FZ-S highlights the style quotient and has more flesh to flaunt with purely
enropean internation na I design like new colours and graphics, aerodynamic
chiseled windshield, stylish and sporty carbon patten meter console, and more
aggressive looking headlight. The new FZ-S is for stylish and attention
seeking macho man.
FZ-S scores high in looks not only in its segment but beyond and is designed
to satiate need for style and fashion by riders.etched with style and geared to
today’s fashion conscious customer, FZ-S is a fusion of machismo and
fashion. FZ-S overflows with dynamism and originality. The running
performance brims with thrust that overpower all other with its unprecedented
torque. Dubbed as “lord of the streets,” FZ-S is designed and engineered with
the potential for active and even aggressive enjoyment of around- town street
riding and stylling that bring pride of ownership and makes any rider look like
they own the road.
with
1.5 Industry profile

The two wheeler market globally: the two-wheeler industry is concentrated in the
developing world,especially china and india,which together account for over half the
total worldwide world especially chain and india which together accunt for over half
the total worldwide sales of two-wheelers.the japanese manufacture, honda, yamaha,
suzuki, and kawasaki, dominate the two-wheeler industry globally. Currently, all
major two wheeler market, except india, are dominated either by japanese firms or
their joint venture.

Hero moto corp,an indian motarcycle company is the world leader by sales :

Motarcycles are used for many different purpose.some use it for daily commuting
(especially in developing and under-developed worlds) and for hobby pursuit (in
developed world).harley davidson,royal enfield, BMW ,yamaha etc the companies
that satisfy this hobby pursuit of the peopal,the world over.

Two wheeler market :the indian scenario

The indian two-wheeler industry can be divided into three broad categories :
scooters,motorcycle and mopeds.each of these categories can be further segmented on
the basic of several variables,like price,engine power,type of ignition,and engine
capacity.

Today india is the second largest product and customer of two-wheelers in the
world.the india 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 motarcycles. 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.

Rise of 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 motorcycles industry changed after the annonucement of the
liberal licensing policy in 1982 whare by foreign collaboration were allowed.in
1982,the government allowed foreign players to enter the industry through joint
venture.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 and 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 1986-87.

Market segment for motorcycles

The motorcycle market in india can be segmented on the basis of price and power.
The motorcycles market is divided into five segments. Basic category models priced
between RS.30,000 – RS.40, O hero the focus is, by and large on price and fuls
efficiency.in this category,bajaj auto has platina,HMC has CD-deluxe and yamaha has
crux.in the standard category i.e between RS.42, 0 – RS.50,000,bajaj auto has platine
-125,HMC has splendor and splendor NXG and yamaha has alba and GS-5. Executive
category models priced between RS.55,000 and 65,000. These are models with
japanes and european standards of engineering,styling,manufacture and riding
comfort.thise segment has strong brand such as victor (TVS), passion pro and super
splendor (HHML),discover (bajaj auto), gladiator (yamaha),stunner and shine (HMS)
and zeus (suzuki). Deluxe category ( RS.70,000-RS.90,000) includes FZ-sand
fz-16 (yamaha), hunk and cbz xtreme (HMC), pulsar 150 and 180 (bajaj), apache
(TVS),unicorn (HMSI) and GS-150 R (suzuki).

Deluxe category RS.70,000- RS. 90,000 includes fz sand fz-16 (yamaha), hunk and
CBZ xtreme (HMC),pulsar 150 and 180( bajaj),apache (TVS), unicorn (HMSI) and
GS-150 R ( suzuki). Premium category model priced above RS.90,000. BAJAJ
auto has the pulsar 200 and 220 , apache-RTR EFI(TVS) and R15 (yamaha) and
karizma ZMR (HMC). HMC is the market leader in the motorcycles segments. Since
honda has always been one of the global pioneers in developing fuel-efficient engine
technology,the unique selling proposition of all HMC motorcycles are fule efficiency
and ease of maintenance.motorcycles are positioned as performance
oriented,economy oriented and more recently,as products offering a mix of
performance and economy.

2. Research methodology

2.1 Primary data :

It was collected directly from executives and customer.the information collected form
executives through personal and direct interview to collect primary data a detail and
structured questionnaire was formed to suit the objective of the study which contain
definite and predetermined questions, containing information relating to sales and
service and its product.

Primary data is the data that is collected for the first time by the research.the primary
data are collected with specific set of objective to assess the current status of any
variable student primary data is useful only for particular period.

Secondary data :

To go in detail the research include the study of telemarketing of two wheelers

indusry with special referance to yamaha using different bike brand the various
areas where competitors supersede and the areas whare the competitors lack.

Secondary data means data that are already availablae i.e...they refer the
data,which have already been collected and by someone else.when the
researcher utilizes secondary data,then he has to look into various sources
from where he can obtain them,in this case he is certainly not confronted
with the problem that are usually associated with the collection of original
data. Secondary data may either be published data or unpublished
data.usually published data are available in :

 Various publications of the central, state and local governments

 Various publications of foreign government or of international
bodies and their subsidiary organization
 Technical and trade journals
 Books, magazines and newspapers
2.2 Sample size :

Sampling may be defined as the selection of the some part of an aggregate or totality
on the basis of which a customer,businessman about the aggregate or totality is
made.it is the process of obtaining information about entire population by examining
only a part of it in which generalizations or influences are drawn based on the sample
about the parameter of population from which samples are taken.

Sample size: a total of 20 people have been queationer for the purpose of filling up the
questionnaire.

Details of the survey conducted

Sample size 20
Target population 20-25 years
25-30 years
30 and above
Area covered Dahanu, boisar,palghar
Type of questionnaire Structure 5 point
Type of questions Close ended questions

2.3 OBJECTIVE

o To study the impact of telemarketing in sales.

o To understand customer satisfaction the telemarketing.
o To study how telemarketing helps in acquiring new customer.
o To study how telemarketing helps in retaining customer.
Telemarketing in yamaha is a conventional form:

There was a time when telephones enjoyed popularity among the messes. companies
started telemarketing in form of customer service to resolve customer issues,
telemarketing become a renowned business to create its own identity.along with
customer service,telemarketing reduced travel costs,ensured instant action over issues
and assured delivery were the main reason for its independent existence.since then
telemarketing become a conventional but reputable business.today nearly 98%
industries rely on telemarketing for lead conversion.

Telemarketing saves extra costs :

Imagine you have to travel miles just to get your issues resolved.how”s you
feel? Bed or may worse!it can be also prove a worst experience of your
life.telemarketing is a great solution from the point of view of customer.in a
survey of 500 people 75% voted for telemarketing as a best medium to address
their issues as they found it more human.

Telemarketing keeps customers updated : customer are to be nurtured well

only then are retained for your business.there may be various aspects of your
product/service that need an upgraded service if you fail to inform customer
forever.generally,customers appreciate the gesture of keeping them update
your customers at time,but there a way always! Plan everything.with
telemarketing planning becomes essential.

Telemarketing helps in building customers around: with the three features

mentioned above,till now you must figured that telemarketing builds a good
customer base around your business.having a customer base is essential to run
a smooth business.

Increase in sales with use of telemarketing: here are a few reasons a

telemarketing call center should be considered in your sales mix when you re
looking to build brand awareness,drive revenue for your product or
service,promote a special offer,and incrase customer satisfaction.
Build brand awareness : telemarketing is interactive,a personal conversation
between dialog direct and a prospective customer.you have their captive
attention,which is an interpersonal opportunity to position your product
directiy and gauge customer.

Drive revenue : while you re capturing the opportunity of this one-to-one

intraction it a customized way to drive sales and revenue that’s unique to each
individual.a telemarketing call center can find ways to upsell and cross sell
against your current database to keep the momentum alive with customer who
are already a fan of your product or service.

Promote a special offer : promotions are a proven tactic think of it as calling

with good news! Special offers and promotional discounts are ways to get new
customer in the door.consider using a telemarketing call center to feature a
new product or offer a discount for bulk or advanced purchases. Promotions
and discount are often the catalysts to consumer trial.

Increase customer satisfaction : a telemarketing call center can be used to

follow up with customer after to follow up with customer after the transaction
to get feedback on your product or service.this is a win/win situation,because
you not only get crucial input on your products,but the customer feels like you
really care about their satisfaction and is likely to give you a more positive
rating just for caring.

Customer satisfaction in telemarketing :

customer measure the importance of an attribute’s performance in determining

overall satisfaction to allocate resource to optimize profitability.however,most
firms assume that an attribute’s importance in determining overall satisfaction
is temporally invariant.we report result from two studies showing that the
importance of the attribute in determining overall satisfaction varies over
time.interestingly,we find that the relationship beteween overall satisfaction
and behavioral intention also changes over time.these result have important
implication for managing customer satisfaction programs among firms.
Telemarketing help in acquiring new customer:

Who your current customer: in order to develop a marketing plan to reach

new customer you need to better understand who you’re already selling to.”if
i’m trying to expand sales,i have to find out who my existing customer are.you
can get to know your customers and segment the market any numberb of ways
including by:

Demographics : statistical data on a population including income

levels,age,etc.

Psychographics : the attitudes and testes of a certain demographic.

Buying habits : how,what and whare customer purchase product and service.

Defining the market for your product : use the information about your
existing customers to develop a target audience for your business in its drive
to win new customer and increase sales.”while there are core customer you are
trying to reach,often there are other markets that are also important to
address,”arnof-fenn says.determine which key messages features and benefits
matter to each potential market.

Generating sales leads : there are a variety of age-old staple techniques and
newer tools you can use to find new customer and increase sales.it’s best to
understand the range of choices you have in order to determine which may
best help you business reach new customer.newspaper readers may not be
moved by internet-based sales techniques. Similarly,business peopel who are
accustomed with hiring only people they know may be bettswayed by meeting
you at a chamber of commerce meeting than accepting a blind invitation to
connect on linkedle or facebook.

Here is a rundown on the techniques available :

Cold calling : this is telemarketing without the call center.it’s blind contact
with a potential customer who isn’t expecting a pitch.
 Networking : this can be done the old-fashioned way,by getting involved in
community organizations, such s the chamber of commerce or attending
business functions, such as trade shows.

Affiliate marketing : look at non-competitive product or service that are

reaching out to the same audience to see if there are ways you can collaborate
through shared outreach efforts such as newsletters,mailings branding
opportunities.

Advertising : typically businesses are encouraged to spend 3 to 5 percent of

their revenue on advertising,but a small busines need to make sure that
advertising is effective osteryoung says.

Sell more to existing customer :

In order to increase sales,many business believe the only way is to find new
customer,but a number of experts say that this strategy leaves out an obvious
potential sourse of new sales.its much easier to buy from you than to convince
a new customer to take the plunge.

How to increase sales with your existing customer base:

undle products :you can”bundle”a few product or service together for a special
price to try to get an existing customer to try some of your other offerings.

Try the “upsell” :convince your sales staff to go back to existing customer and try
to sell those clients related products or service.

Offer inside information : if a customer is eyeing a product but about to put it

back on the shelf make sure you let them know that the product is going on sale
the following week

Telemarketing help in retaining customer :

Every company in canada need to maintain a stong marketing campaign

because no matter how big and good they are there will always be a
customer/client drop off along the process. However all of them have one
 major weakness in common-they are often really can’t retain customer.they
are often confronted with several problem that market.and the callenges they
need to face include :

Determining who should be retained

Knowing how to retain them

Discovering what tools/strategies to use

Telemarketing services : extremely effective tools for customer retention.in fact,the

telephone is one of the best ways to retain customer.telemarketing service offer
canadian markets the chance to retain customer/client with a service oriented
approach as well as cost effective.

The first way to really ensure that retention is possible is to know who the customer
are and their buying habits.this can be done through market research using
telemarketing. The reaserch aims to study and analyze customer life cycle and current
need.telemarketing calls are used to identify these issues through predefined queations
than can capture the data needed to offer customer more targeted solution.

Outbound telemarketing : another customer service tools to follow up on customer

experience and discover ways to improve service.it is very necessary therfore to
provide after-sales service and maintain the credibility of product and
company.outbound caals can be used then to follow up customer even after their
purchase.

Telemarketing call center : telemarketing call center are aimed at providing

satisfactory service to retain customer. The telemarketing servicev they offer such as
,arket reaserch,inbound telemarketing and outbound telemarketing can be one’s best
tool to retain customer.ultimately,if canadian companies want to retain their customer
base,then they will be needing the help of these service provide.

Target audience: before you can find new customer and increse
sales,you need to understand who your customer is what value
proposition you offer to customers,and what your competition is
currently offering in the market and whare there are gaps for a new
 entrant.”attracting more customer is really about listening to their
needs,not being a solution looking for a problem,”

2.4 Scope of study

The research was acrried out to find factors which influence customer satisfaction the
telemarketing to maximum level. The study project that customer satisfaction the
telemarketing level change with change in various factors like during sales
evaluation,during delivery of the vahicle and after sales evaluation.this research is an
attempt to provide feedback to motarcycle manufacture yamaha motar india ltd. So
that they can bring about changes in various department of their organization which
will help them in becomming number 1 motarcycle brand in india.

For instance during research factors such as

technology,maintenance,looks,style,brand image bahavior of dealers,timely delivery
of document and bike and proper information about the product were considered.

Thise research would give necessary details to yamaha motars so that it could know
the various factors that affect customer satisfaction the telemarketing and then initiate
appropriate changes to make it number 1 motarcycle brand in india.

2.5 limitations

 Research was limited to only two wheeler motorcycle industry

 Research was restricted to boisar only.
 Since it is limited only to two wheeler motorcycle industry so the entire
customer satisfaction level while and after purchasing a product cannot be
projected on this research.
 Some time it was very difficult to get the necessary information as fillings the
questions ire required time.
 Research could have been wider in scope if alone with customer satisfaction
the telemarketing is behaviour pattern was also studied.
3. Literature review

Telemarketing is a direct market technique for selling goods and service,making

appointment,and generating sales leads over the telephone.although the telephone has
been used as a sales tools for nearly a centery,the term telemarketing was fist used bt
AT and T in the early 1980s in conjunction with a long-distance phone service sales
campaign.telemarketing may be in bound or out bound.with in-bound telemarketing
the consumer responds to advertisements,usually featuring tools-free 800-number,and
calls company or a company’s telephone service amd orders products directly.out-
bound telemarketing involves a company’s sales force calling consumers,usually at
their residence and soliciting order or making appointment.out-bound telemarketing
as such is proactive,with the telemarketing company taking the initiative.out-bound
telemarketing has as of late privacy issues and questionable if not outright fraudulent
telemarketing schemes.in spite of this controversy,in 1996 approximately 304,000
americans were empolyee in telemarketing or telemarketing related jobs as reported
by the occupational outlook quarterly. Management review estimates that
telemarketing generates about $424.5 billion in annual revenue. The telemarketing
industry dates back to the early part of the 20th century,when the financial service
industry used the telephone as a marketing technique.stock brokers have traditionally
made extensive use of the phone,a practice that continues today.

In the 1930s and 1940s, telemarketing units commonly known as inside sales
poeration,because the office-began to emerge in wholesale distribution organizations.
This trend accelerated during world war II as much of the nation’s sales force was
restricted due to rationing of gasoline and tires.magazine publishers began to use
telemarketing extensively in the 1940s and 1950s, trying to sign former subscribers.in
1955 reuben k.donnelley began a major telemarketing sucess story when he started a
telephone sales program to sell advertising in the yellow pages to small businesses.in
1985,the most profitable publishing entity in the state of california was the pacific
telephone’s yellow pages and approximately 60 percent were generated by phone.the
intoduction in 1960 of the wide area telephone service (WATS) lines helped increase
business use over the telephone.this opened the way for high volume outbound calling
at low cost,so it became cost effective to have large regional or national call
center.similarly,with the 1967 unveiling of 800 numbers,inbound WATS lines paved
the way for direct response capability,whare cosumers could respond to national
advertising toll free. The telemarketing industry is rapidly growing in the united states
,tripling between 1988 and 1998 to about 2,500 companies bought goods and service
from telemarketing. Consumer sales totaled about $186 billion with business-
tbusiness sales reaching over $238 billion.telemarketing has grown because it is so
cost-effective.one telemarketer,sitting at a phone with a telephone list of vsales
leads,can reach many more potential customers in eight hours than can a salesperson
on the road.it is estimated that face to face field calls to potential customer cost about
$250 each with outside sales people making four to six contacts a day.an outbound
telemarketer however,can make 90-100 calls a day with 35-50 of these calls ending up
as full presentations.wages in the telemarketing industry are also relatively low.again
citing the occupational outlook quarterly,in1996 the median wage for workers in the
telemarketing category was $7.77. training for telemarketers takes only a day or two
before the trainee makes his or her first sales call.even faster and cheaper but probably
macjines with a pre-recorded sales message.

The telephone ,as an “intimate” means of communication ,also contributes to the

success of telemarketing.”the telephone is one of the few mediums that allow you to
have a dialogue with prospective r existing customer.you have the ability to deliver or
fine-tune the message and respond based on what you’re hearing over the phone,” jon
kaplan,past president of the american telemarketing association told management
review during an interview.people are also more and more comfortable doing business
over the phone,especially those with hectic schedules.andrew wetzler,president of
wetzler and associates,a consulting company specializing a consulting company
specializing in telemarketing sales,also has great belief in the telemarketing sales.
4. data analysis, interpretation and presentation

data collection and interpretation :

the research required collection of first hand primary data from the respondents.the
respondents necessarily were to be bike users.they were exposed to a questionnaire
containing differe nt parameters for the evaluation of their satisfaction level.the broad
parameters were :

 During sales evaluation

 During vehicle delivery
 After sales evalua

It was expected that the respondents were honest while answering the question with
proper consideration of the brand image of the bike they were currently using.the
questionna ire contained liker scalling to rate various parameters.the respondents were
so selected that they representative of various segments of bike users.the respondent
were questioned on :

 Petrol pumps
 Service stations
 Educational institutes
 Vehicles showrooms
 Malls
 Residential areas and
 Factories

The result and responses were recorded on a SPSS data viewer (statistical package for
social sciences) parameters were defined on a SPSS variable viewer.the next step was
to run the SPSS and acquire specific result pertaining to the research done.

The finding and analysis complementing to results are discussed in the chapters to
follow.
4.1 . GRAPHICAL DATA ANALYSIS

Data analysis

The data analysis portion is the backbone of any primary and secondary research.there
are various tools of data analysis is that helps the researcher to interpret his data into
final results.

 The data collected in this research was analyzed using he most effective tool
of market research i.e..SPSS(statistical package for social sciences).the
parameters were set up giving preference to non-demographic factors more
than demographic factors. the data was analyzed on the total of 20 parameters
as mentioned below :Customer’s age
 Marital status
 Profession
 Education
 Attitude of dealer
 Explanation of bike function
 PDI and checks made
 Time taken in documentation
 Salesman follow up
 Reminder of first service
 Action to complains
 Questionnaire

I. I.Which age group of customer prefer bike most?

II. II.How do professionals/occupational people show thare preference towards
motor?
III. How do you feel about sahil Yamaha service department?
IV. Based on overall experience,would you visit this service center again? And also
would you recommend your friends and relative.
V. rank the service given below according to you satisfaction
VI. How would you rate your overall service experience?
VII. Do you feel the service charges/repair charges were reasonable?
 Graphical data interpretation

I. Which age group of customer prefer bike most?

Age group 18-25 25-35 35-45 About 45

percentage 65% 20% 10% 5%
 II. How do professionals/occupational people show their preference
towards motor bike?

Student 45%

Service 40%

Business 5%

Self employed 5%

Others 5%

student, in the service level it is used 40% and the rest of used in business, self
employed and for other purposes interpretation : occupationally and professional the
motor bike has been used i.e..45% preferred by used.
 IV. How do you feel about sahil Yamaha service department ?

Response No of customer
Excellent 32
Satisfied 42
Average 14
Not satisfied 12

Interpretation/analysis :

Out of 100 respondent 32% of the people feel about sahil yamaha au amobile service
department is excellent and 42% of the people satisfied and 14% of the people
average and 12% of the people are not satisfied about sahil yamaha service
departmenT.
IV. based on overall experience ,would you visit this service center again? And aslo
would you recommended your friends and service.

Response No of customer
Yes 75
No 25

Interpretation/analysis : according to my survey 75% of pepole like to say that,

they are recommended to visit this service center again in sahil yamaha and
25% of people are not recommended to visit this service center again in sahil
yamaha.
 V. rank the service given below according to you satisfaction ?
Response No of customer
Information in time 25
Quick issues of re-imbursement 13
Claim and settlements procedure 27
Good relationship with customer 35

Interpretation/analysis : based on my survey the customer are satisfied by giving

information in time in sahil yahama is 25% & quick issues of re- imbursement is 13%
and claim and settlements procedure is 27% and good relationship with customer is
35% at service station.
VI. how would you rate your overall service experience ?

Response No of the customer

Excellent 23
Good 47
Average 16
Poor 14

Interpretation/analysis : based on my survey out of 50 customer 23%

people say overall service experience is excellent in sahil Yamaha and
47% people say good, and 16% people’s average and 14% people feel
poor in overall service experience in sahil Yamaha.
VII. do you feel the service charges/repair charges were reasonable ?

Response Noof customer

Excellent 28
Good 38
Fair 24
Poor 10

Interpretation/analysis : in the samples taken out of 50 respondents 28% of the people

feel the service charges/ repair charges were excellent and 38% of the people says
good and 24% people
Data Management

Unfortunately, running a telemarketing campaign is not as simple as

just becoming educated about a product or service and then calling
people to tell them about it. Managing a successful campaign is a
complex business, and while every campaign is different you can
encounter many of the same problems and challenges with any
telemarketing endeavour.
5. Conclusion

After my analysis on the “impact of telemarketing of after sales and service” in sahil
Yamaha motar, I have come to the conclusion whare I strongly consider that sahil
Yamaha being only dealer for yahama.

However ,I consider management also has a important role to play here by making
sure all the customer are trusted as same starting from the sales and till the service
provided to the customer.

If all the above thing are seriously considered, that there is no doubt that sahil
Yamaha can convince more and more customer to opt them for every sales and
service.

In fact, the dealership of boisar is found good having with customer’s attitude and
behavior to dealership valuation other than found of boisar.
6. Suggestions

Based on the overall findings, the suggestions can be as follows.

 Customer’s questions or problem should be considered properly and same has

been answered effectively.
 Considering sales and service, equal importance must be give for both.
 Provide better sales follow up which almost every brands lacks- the research has
showed that the bike users of all brands are dissatisfied with their after sales
experience that is a big loop hole which motar can use to improve its brand image
and to gain more customer
 Indian customer generally do not use bike for fashion but a necessity so mileage
should be a concern, so it need to create a better in mind of its customer regarding
mileage.
 Since, this is the only dealer for Yamaha in to town; the role responsibility is on
sahil yahama motar to maintain the brand.
 Must be able to acquire more customer as it sole leadership,this can be done by
proper service to the customer.