MAJOR PROJECT REPORT ON

“MARKETING STRATEGIES OF YAMAHA

MOTORS”
Project report submitted in partial fulfilment of the requirement of the degree of

BACHELOR of BUSINESS ADMINISTRATION

(BANKING & INSURANCE)
(2021-2024)
Under the guidance of
MS. KULNEET KAUR
Submitted by:
ARYAN RAWAT
Enrolment no.- 02490201821
(2021-2024)

SRI GURU TEGH BAHADUR INSTITUTE OF

MANAGEMENT AND INFORMATION TECHNOLOGY

Affiliated to:

GURU GOBIND SINGH INDRAPRASTHA

UNIVERSITY
 DECLARATION

I ARYAN RAWAT, Enrolment no.: 02490201821

hereby declare that the project work entitled
"Marketing Communication Strategies Of Yamaha
Motors", submitted to GURU GOBIND SINGH
INDRAPRASTHA UNIVERSITY is a record of an
original work done by me.

…..…………………….
(Signature of the Scholar)
Place: Delhi Name of scholar: Aryan Rawat
Date: Enrolment number: 02490201821
 CERTIFICATE

This is to certify that I Aryan Rawat Enrol number: 02490201821

BBA(B&I) student of Sri Guru Tegh Bahadur Institute of
Management & Information Technology has done project work
"Marketing Communication Strategies Of Yamaha Motors"
under the guidance of MS. Kulneet Kaur.

…………………………….
Signature of Head of Department
Dr. Bipasha Chaudhary

……………………
Signature of guide
MS. Kulneet Kaur

………………………….
Signature of the Scholar
Place: Delhi Name of scholar- Aryan Rawat
Date: Enrol. Number:02490201821
 ACKNOWLEDGEMENT

With a Profound sense of gratitude & regard, I express my

sincere thanks to my guide & mentor MS. Kulneet Kaur for
her valuable guidance & the confidence, which helped me in
the successful completion of this project report. Without her
help, this project would have been a distant affair. Her
thorough understanding of the subject & professional
guidance is true of immense help to me.

…………………………..
(Signature of the Scholar)
Place: Delhi Name of scholar: Aryan Rawat
Date: Enrolment Number: 02490201821
 It CONTAINs
Chapter number Chapter name Page
number
DECLARATION i
CERTIFICATE ii
ACKNOWLEDGMENT iii
1. INTRODUCTION
1.1 Overview of the automobile
industry in India.
1.2 Introduction to the Indian
motorbike industry.

2. COMPANY PROFILE
2.1 Yamaha motors
2.2 Yamaha motors India
2.3 Establishing a corporate
environment.
2.4 Yamaha Motors Pvt. Ltd.
2.5 Sporty, Stylish, Innovative.
2.6 Establishing a corporate.
2.7 Fulfilling social
responsibilities.
2.8 Manufacturing process.
2.9 History.
2.10 Product range.
2.11 Products.
2.12 Where Yamaha motors India
stands.
2.13 Marketing communication.
2.14 Marketing communication
mix.
2.15 Setting the communication
mix.
2.16 Yamaha.
2.17 Ride tech challenge.
 2.18 Advertisement activities.
2.19 The various medium.

3. RESEARCH METHODOLOGY
3.1 Objective of the study.
3.2 Research design.
3.3 Data source.
3.4 Sampling method.
3.5 Limitation.

4. 7P’s OF YAMAHA
4.1 Price.
4.2 Place.
4.3 Promotion.
4.4 People.
4.5 Process.
4.6 Physical evidence.
4.7 Product.

5. DATA ANALYSIS AND

INTERPRETATION.
5.1 Swot analysis.

6. FINDINGs AND
CONCLUSION
RECOMMENDATION
BIBLIOGRAPHY
ANNEXURE

~.~.~.~.~.~
 Chapter-1

INTRODUCTION

1.1 OVERVIEW OF THE AUTOMOBILE INDUSTRY

IN INDIA

A two-wheeler is used as a personal/family vehicle or a goods carrier

in developing countries, whereas it is confined to sports/racing (heavy
motorcycles) or short-distance shopping (mopeds) in developed
countries. The world’s two-wheeler market is dominated by Japan.
Japanese manufacturers account for around 65% of the total two-
wheeler production in the world. However, production within Japan
has been declining due to lower domestic demand and a shift in the
manufacturing base outside the country. Japan is also the world's
largest exporter of two-wheelers in the world controlling around 75%
of the world trade. Its major markets are China, the USA, and Europe.
In terms of player positions, Honda Motors Corporation, Yamaha
Motors, and Suzuki Motors Corporation share the top three spots in
the world’s two-wheeler market. The table below shows the
production and sales figures of motorcycles and scooters in Japan
during the past decade More than 50% of the production in Japan is
exported out of the country. This scenario contrasts directly with the
Indian scenario. In India, only about 2% of the production in FY99
was exported
The Asian continent is the largest user of two-wheelers in the world.
This is due to poor road infrastructure and low per capita income,
restrictive policy on the car industry.
The technology for two-wheelers is not as well developed as for the
car industry. This is due to an oligopoly between the top five players
in the segment, compared to thirty manufacturers in the car industry

1.2 INTRODUCTION TO THE INDIAN MOTORBIKE

INDUSTRY
The Indian two-wheeler industry is dominated by three players, Bajaj.
YAMAHA MOTORS and TVS Suzuki, account for 80 percent of the
total two-wheeler market. The other players including Kinetic
Engineering, LML, and others account for the remaining 20 percent
of the market. The industry can be divided into three broad segments:
Scooters, motorcycles, and mopeds. In the scooters segment, Bajaj is
the market leader, YAMAHA MOTORS is the market leader in the
motorcycles segment and in the segment of mopeds, TVS controls the
major chunk of the market.
Most Indian players in the two-wheeler industry had been into some
kind of strategic alliance, technical collaboration, or joint venture with
foreign players, mainly Japanese firms. Hero-Honda is a joint venture
between the Munjal-promoted Hero Group and Honda Motor Co. of
Japan; TVS Suzuki was an alliance with TVS and Suzuki Motors (till
September 2001); Bajaj-Kawasaki is a joint venture between Bajaj
Motors and Kawasaki; and Yamaha-Escorts, a joint venture between
Escorts and Yamaha Motor Corp. (till June 2001).
Indian automobile market, be it the two-wheeler segment, the three-
wheeler segment, or the car segment, is yet to come to a stage where
all the models are developed indigenously. For years now, Indian
companies have been dependent on their foreign joint venture partners
or collaborators to provide them with the technical know-how. This
trend
too is in for a change. Leading the pack in this arena is Bajaj, which
has been successful at designing models in-house. Bajaj's Saffire and
Spirit, have been able to bag the scooter of the year award for 2003
and 2004 respectively. Its Spirit was adjudged the "Indigenous
product design of the year" for the year 2000. The recently launched
Pulsar from the Bajaj stable is yet another home-grown product,
albeit, in tandem with Japanese design house, Tokyo R&D. Bajaj has
been laying increased emphasis on its R&D to be able to launch new
products to tap the markets at all possible price points. Other
companies too are adopting the strategy of designing and developing
products indigenously. TVS's Victor is yet another development in
this direction and this indigenously built model has been a success in
the markets.
 Chapter-2

COMPANY PROFILE
2.1 YAMAHA MOTORS

Yamaha Motor Company Limited, a Japanese motorized vehicle

producing company (whose HQ is at 2500 Shingai, Iwata, Shizuoka),
is part of the Yamaha Corporation. After expanding Yamaha
Corporation into the world's biggest piano maker, then Yamaha CEO
Genichi Kawakami took Yamaha into the field of motorized vehicles
on July 1, 1955. The company's intensive research into metal alloys
for use in acoustic pianos had given Yamaha wide knowledge of the
making of lightweight, yet sturdy and reliable metal constructions.
This knowledge was easily applied to the making of metal frames and
motor parts for motorcycles. Yamaha Motor is the world's second-
largest producer of motorcycles. It also produces many other
motorized vehicles such as all-terrain vehicles, boats, snowmobiles,
outboard motors, and personal watercraft.

Yamaha Motor Co. is now a separate corporation, no longer a direct

subsidiary of the Yamaha Corporation. They still share the same name
and the trademark tuning fork logo, however with a small difference
in the logotype of their name. The "M" in Yamaha is different - while
the Motor Cop's M extends down to the baseline, the M of Yamaha
Corp. is cropped in the lower middle part. Still, a close tie is kept
between the two sisters’ organizations. An example is a Yamaha
manufacturing plant in Indonesia, which both produce vital engine
parts for motorcycles and all hardware for Yamaha Drums and several
of their entry-line drum kits.
In 2000, Toyota and Yamaha Corporation made a capital alliance
where Toyota paid Yamaha Corporation 10.5 billion yen for a 5
percent share in Yamaha Motor Company while Yamaha and Yamaha
Motor each bought 500,000 shares of Toyota stock in return.

In 2006. Yamaha came under the investigation of the Japanese

government for selling dusting helicopters to China, technology that
could potentially be used for weapons.

2.2 YAMAHA MOTORS INDIA

Yamaha Motor India Sales Pvt Ltd is a wholly-owned subsidiary of
Yamaha Motor Co, Ltd, Japan. Its product range includes Gladiator,
GS in the standard segment, and Crux and Crux S in the basic
segment. Holding aloft the spirit of commitment to customer
satisfaction - Yamaha Motor India Sales Pvt Ltd is enriching the lives
of people with the same ingenuity and enthusiasm as its parent
company Yamaha Motor Corporation, Japan.
Having operated in India as a technology provider for almost two
decades, YMI was incorporated in August 2001 as a 100% subsidiary
of YMC Japan. Since then they have been in the process of redefining
their business processes and extending the awe and power associated
with the legacy of the Yamaha Group.
Holding the true spirit of commitment to customer satisfaction -
Yamaha Motor India is enriching the lives of people with the same
ingenuity and enthusiasm as its parent company - Yamaha Motor
Corporation, Japan. Having operated in India as a technology provider
for almost two decades,
YMI was incorporated in August 2001 as a 100% subsidiary of YMC,
Japan. Since then they have been in the process of redefining their
business processes and extending the awe and power associated with
the legacy of the Yamaha Group.

Adhering to their Corporate Mission - "Creating Kando - Touching

Your Heart" they are striving to touch every Heart across the length
and breadth of India

2.3 ESTABLISHING A CORPORATE ENVIRONMENT

THAT FOSTERS SELF-ESTEEM
They believe in nurturing and empowering their employees to the
fullest. Whilst cultivating their employee’s creativity and all-around
abilities, they have also established an equitable system of evaluation
and rewards to encourage their people to strive towards newer
benchmarks.

2.4 YAMAHA MOTOR INDIA PVT. LTD. (YMI)

About Yamaha Motor India Private Limited: Yamaha Motor made its
initial foray into India in 1985. Subsequently, in 1996, it entered into
a 50:50 joint venture with the Escorts Group. However, by mutual
consent, Yamaha acquired a stake in the remaining half as well three
years ago,

bringing the Indian operations under its complete control as a 100%

subsidiary of Yamaha Motor Co., Ltd, Japan. The company pioneered
the performance bike segment with the launch of its 100 cc 2-stroke
motorcycle RX 100. Since then, it has introduced an entire range of 2-
stroke and 4-stroke bikes in India. Today, its product kitty includes
CRUX in the Basic segment, Libero & RX135 in the Standard
segment, and Enticer in the pleasure segment. With the launch of
various 4-stroke motorcycles, which give true value for money in
terms of superior mileage, performance & durability, the company has
gained the reputation of a reliable 4-stroke Motorcycle manufacturer.

An agreement has recently been reached between Yamaha Motor Co.,

Ltd. (YMC) and its joint venture partner in India, Escorts Limited
(Chairman and Managing Director: Mr. Rajan Nanda. Location:
Faridabad, suburbs of New Delhi) under which YMC will acquire all
of the 26% of the stock presently held by Escorts Limited in the two
companies' motorcycle manufacturing and marketing joint venture,
Yamaha Motor Escorts Ltd. (YMEL).

The aims of this move to make Yamaha Motor Escorts a 100% YMC
subsidiary are to increase the overall speed of managerial and
business decisions, improve product development capabilities and
production efficiency, and also to strengthen the marketing
organization. Plans call for the change in the company's name and
other procedures to be completed by the end of June.

Ever since the establishment of the first technical assistance

agreement between the two companies in 1985, YMC and Escorts
Limited have built a cooperative relationship dedicated to the
manufacture and sales of Yamaha brand motorcycles in an
environment of growing motorcycle demand in the Indian market. In
November of 1995, the two companies established the joint venture
company Escorts Yamaha Motor Limited, based on a 50-50 capital
investment. In June of 2000, that investment ratio was changed to
74% for YMC and 26% for Escorts Limited, and YMC assumed
managerial control of the company with the name being changed to
YMEL and undertook numerous measures to build the operations.

company's motorcycle manufacturing and marketing In addition to

YMC acquiring Escorts' 26% of YMEL stock, the company's name
will be changed to Yamaha Motor India Private Limited (YMI) and
concerted efforts will be made to heighten its competitiveness in the
Indian market and promote the spread of the Yamaha brand with
target themes of developing products with greater appeal and a
distribution network that can respond more quickly to user needs.

Furthermore, YMC will work to develop YMI as an exporter of

business-type motorcycles to neighboring countries and other markets
such as Africa and Latin America, and also as a production base that
can assume a variety of roles in Yamaha's global manufacturing
network.

Presently, India's annual motorcycle demand has grown to exceed 3.8

million units, which makes it the second-largest market in the world,
with steady growth anticipated for the future. Now that YMI has
become a 100% YMC subsidiary, the introduction of several new
models is planned, and it is their goal to increase annual production to
350,000 units in the fiscal year 2001 and to 550,000 units by the fiscal
year 2003.
2.5 SPORTY, STYLISH, INNOVATIVE:
Truly Yamaha Yamaha Motor India shifts into top gear. New
corporate philosophy to propel the company's growth in the Indian
market. After a significantly encouraging year in the Indian market.
Yamaha Motor India today unveiled the new corporate philosophy for
the company. The new philosophy Truly Yamaha will deliver and
inspire confidence in various stakeholders of the company and will
enable Yamaha to further strengthen its position in the Indian
motorcycle market.
Enabling Yamaha Motor India to drive into a new growth phase, the
new philosophy of the company emanates from the confirmation of
core values of Sporty, Stylish, and Innovative that Yamaha as a brand
is identified with internationally. In addition, the company will
continue with its passion for anticipating and exceeding customer
needs, and a drive for 'Touching your heart by offering products and
services that understand the distinct needs of the Indian customers and
offer to them a unique ownership experience.
Commenting on the rationale behind the new brand philosophy. Mr.
H.. Yanagi, CEO and Managing Director. Yamaha Motor India said,
"In the past, they have enjoyed tremendous customer support and now
they plan to consolidate their position in India. The new philosophy is
in sync with the emerging customer preference trends. Their research
indicates that the Indian motorcycle customer is now seeking value
for money products that deliver well on the style and performance
parameters. Through this new philosophy, they aim to instill in their
Indian customers confidence that Yamaha products bring to the
international quality standards in terms of style, sporty-ness, and
technological innovation."
The new philosophy also presents a futuristic face of the new Yamaha
and will manifest itself in all customer and employee interfaces.
Holding aloft the spirit of commitment to customer satisfaction -
Yamaha Motor. India is enriching the lives of people with the same
ingenuity and enthusiasm as its parent company Yamaha Motor
Corporation, Japan. Having operated in India as a technology provider
for almost two decades, YMI was incorporated in August 2001 as a
100% subsidiary of YMC, Japan. Since then they have been in the
process of redefining their business processes and extending the away
and power associated with the legacy of the Yamaha Group. Adhering
to their Corporate Mission "Creating Kando Touching Your Heart"
they are striving to touch every Heart across the length and breadth of
India
They firmly believe in Surpassing Customer Expectations
They remain keenly aware of their customers' evolving needs and
provide them with quality products and services of exceptional value
that surpass their expectations.

2.6 Establishing a Corporate environment that fosters self-

esteem

They believe in nurturing and empowering their employees to the

fullest. Whilst cultivating their employee’s creativity and all-around
abilities, they have also established an equitable system of evaluation
and rewards to encourage their people to strive towards newer
benchmarks.
2.7 Fulfilling social responsibilities
As good corporate citizens, they continually strive toward creating a
better society as well as the natural environment

2.8 MANUFACTURING PROCESS

YMI's Manufacturing facilities comprise 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 the production of

motorcycles - for domestic as well as overseas markets. At the core
are the 5-S and TPM activities that fuel their agile Manufacturing
Processes. They have an In-house facility for Machining, Welding
processes as well as finishing processes of Electroplating and Painting
to the assembly line.

The stringent Quality Assurance norms ensure that their motorcycles

meet the reputed International standards of excellence in every sphere.

As an Environmentally sensitive organization, they have the concept

of "Environment-friendly technology" ingrained in their Corporate
Philosophy. The Company boasts of the Effluent treatment plant,
Rainwater - Harvesting mechanism, and a motivated forestation drive.
The IS0-14001 certification is on the anvil - early next year. All their
endeavors give us reason to believe that sustainable development for
Yamaha will not remain merely an idea in the pipeline.
They believe in taking care of not only Your Motoring Needs but also
the needs of Future Generations to come.
2.9 HISTORY:

In August of 1954 Yamaha's first model was complete. It was the

Yamaha YA-1. The bike was powered by an air-cooled, 2-stroke,
single-cylinder 125cc engine.

Then, in January of 1955, the Hamakita Factory of Nippon Gakki was

built and production began on the YA-1. With confidence in the new
direction that Ginichi was taking, Yamaha Motor Co., Ltd. was
founded on July 1. 1955. Staffed by 274 enthusiastic employees, the
new motorcycle manufacturer built about 200 units per month.

That same year, Yamaha entered its new YA-1 in the two biggest race
events in Japan. They were the 3rd Mt. Fuji Ascent Race and the 1st
Asama Highlands Race. In these debut races, Yamaha won the 125cc
class. And, the following year the YA-1 won again in both the Light
and Ultra-light classes of the Asama Highlands Race.

By 1956, a second model was ready for production. This was the YCI,
a 175cc single-cylinder two-stroke. In 1957 Yamaha began
production of its first 250cc two-stroke twin, then YDI.

In 1958 Yamaha became the first Japanese maker to venture into the
international race arena. The result was an impressive 6th place in the
Catalina Grand Prix race in the USA. News of this achievement won
immediate recognition for the high level of Yamaha technology not
only in Japan but among American race fans, as well. This was only
the start. however.

Yamaha took quick action using the momentum gained in the USA
and began marketing their motorcycles through an independent
distributor in California. In 1958, Cooper Motors began selling the
YD-1 250 and the MF-1 (50cc, two-stroke, single-cylinder, step-
through street bike). Then in 1960, Yamaha International Corporation
began selling motorcycles in the USA through dealers.

2.10 PRODUCT RANGE:

In India Yamaha is in production of the following bikes:

=> Yamaha Gladiator Type JA -The brand ambassador of this product

is John Abraham so it is named Gladiator John Abraham special. It’s
black with silver alloy wheels. It is 4 stroke, 125cc model. It’s the
hottest selling Yamaha bike in India.

=>Yamaha Gladiator - This bike is available in four colors black.

silver, blue and red. It’s again 4 strokes 125 cc model.

=>Yamaha G5 - Its 4-stroke 106cc bike Yamaha is available in 4

different colors black, red, blue, gold, and silver.
=>Yamaha Crux Crux, the complete economy 4-stroke bike gives
unlimited mileage and unlimited pleasure. It’s a 106cc, 4-stroke
engine. The strong Frame, attractive style, multi-reflector lights, and
long seat makes it the most comfortable & durable 4-stroke commuter
bike on Indian roads. With Over 4 lacs bikes already sold in India.
The crux is winning the hearts of you all.

2.11 PRODUCTS
I have been assigned to the marketing department of Yamaha Motors
India Ltd. Here I have to look at the marketing communication of the
Yamaha Gladiator and take care of various activities done for the
proper branding of the product all over India

Yamaha in recent years is in the process of changing its positioning in

the country. The company is now gearing up to replace its age-old
economical bikes with the superbikes it is famous for in the
international markets

I, therefore, am required to look after the communication through

television, print media

And the various other activities did increase the brand awareness
among the customer. I have to take care that the message that they are
sending to the customer should be proper and direct. Here in this
project, I am going to describe some of the activities that I have
organized under my supervision.
2.12 WHERE DOES YAMAHA MOTORS INDIA
STAND NOW?

Yamaha Motors India is planning to expand its business in India. It is

going to invest more. Analysis of the present situation can give a
proper picture of where Yamaha motors are right now and where it
should invest in the coming years if it wants to gain a considerable
market share in the Indian market. So they analyzed the present
situation of Yamaha considering four parameters. The first parameter
is sales volume. Then they considered an advertisement, then support
service, and research and development.

(i) Sales analysis

Bajaj auto and YAMAHA MOTORS are going very well and they are
growing with the years. TVS Motors has also entered the fierce
competition. Comparing the sales with these brands, Yamaha motor
India's performance has been disappointing. The company's sales had
declined in the last fiscal year to 2, 12,985 units from 2, and 13,767
units in the previous year (2006).

YAMAHA Motor India, which has seen a significant drop in sales

over the past few years, said it plans to invest Rs 150-200 crore over
the next three years to expand capacity and launch more products to
improve its market share.

YAMAHA Motor India plans to increase production capacity at its

facilities from 4,00,000 units to 5,00,000 by next year and one million
units by around 2009. YAMAHA Motor India plans to set up a third
plant with an investment of Rs 200 crore. The company also plans
another Rs 200-crore investment in capacity expansion and rolling out
new products. They are also planning to increase the capacity of two
existing plants to 5,00,000 units in the next two years. It is also
planning a second plant in India which will increase its capacity and it
will concentrate on the niche market.

(ii) Advertisement
In the year 2006, TVS motors rule the advertisement on television
with 51 percent of total advertisement. YAMAHA MOTORS follows
up next with 28 percent. YAMAHA motors India has got negligible
advertisement on television.
Advertiser %share
TVS Motors 50
HERO HONDA 23
Bajaj auto 14
Majestic Auto Ltd. 2
HMSI 1
YAMAHA 5
Others 5

Coming to individual brands, YAMAHA motors India also lags here.

Not a single brand of YAMAHA is in the top 10 brands which are
advertised most.
print media, where the newspaper is very popular with 97 percent of
the total advertisement in print. YAMAHA motors India lies in the
fourth position with a 3 percent share. Bajaj auto leads here with 44
percent of the total advertisement in the print media.
So from this analysis, they can say that YAMAHA motors India lags
in the advertisement. There may be less brand awareness among the
customers about YAMAHA. Though YAMAHA Motors India has
signed actor John Abraham as the brand ambassador it has not utilized
him to the extent it should have. The company should look after this
particular area and try to create an image for itself.

(iii) Support services provided to the customers by various

Companies.

Hero Honda

= 6 free after-sales services.

→Engine warranty- 3 years or 40000 km whichever is earlier.

Bajaj Auto
4 free after-sales services.
Engine warranty- 4 years or 50000 km whichever is earlier.

Yamaha
8 free after-sales services.
Engine warranty-2 years or 30000 km whichever is earlier.
TVS
5 free after-sales services.
→Engine warranty- 2 years or 20000 km whichever is earlier.
Nothing much can be done in this field. Here Yamaha motors are at
par with the competitors in the market. But it has to look after the fact
that competitors are coming up with new schemes like free insurance
and some aggressive schemes by Hero Honda.

(iv) Research and Development

The following table shows the amount spent by Hero Honda in FY

2003 and FY 2005. Because of stiff competition and the entry of new
players in the industry, companies are trying to have an upper edge by
developing new and innovative products.
HHML's R&D spend.

TVS Motors
Currently, more than 400 engineers work on developing radically new
products and cutting-edge engine technologies. Their R&D team has
developed the revolutionary Variable Timing Intelligent (VVT-i)
Engines, one of the most innovative technologies developed in the
two-wheeler industry.
Their R&D Engineers have published multiple technical papers at
international conferences on engine and vehicle technologies. They
also have several patents to their credit.
Yamaha Motors India Pvt. Ltd.
Motor India would spend about Rs 200 crore on R&D over the next
few years. And Yamaha though it is known for its technology and
sophistication worldwide is not very much keen on understanding the
Indian market and what type of product is required here. There is no
research and development center for Yamaha in India.

2.13 MARKETING COMMUNICATIONS.

Marketing communications (or Marcom) are messages and related
media used to communicate with a market. Those who practice
advertising, branding, direct marketing, graphic design, marketing,
packaging, promotion, publicity, public relations, sales, sales
promotion, and online marketing are termed marketing
communicators, marketing communication managers, or more briefly
Marcom managers.
Traditionally marketing communication practitioners focus on the
creation and execution of printed marketing collateral; however,
academic and professional research developed the practice to use
strategic elements of branding and marketing to ensure consistency of
message delivery throughout an organization. Many trends in business
can be attributed to marketing communication; for example the
transition from customer service to customer relations, and the
transition from human resources to human solutions. In branding.
opportunities to contact stakeholders are called brand touchpoints (or
points of contact.) Marketing communication is concerned with the
general behavior of an organization and the perceptions of the
organization that are promoted to stakeholders through these
touchpoints.
Integrated marketing communication presents an aspiration for
companies to develop an optimal combination of communication
elements to maximize effects and minimize losses (defined as an
investment that did not result in goal achievement).

Marketing communications is focused on product/produce/service as

opposed to corporate communications where the focus of
communications work is the company/enterprise itself. Marketing
communications is primarily concerned with demand generation.
product produce service positioning while corporate communications
deal with issue management, mergers, and acquisitions, litigation, etc

Targeted interaction with customers and prospects using one or more

media, such as direct mail, newspapers, and magazines, television,
radio. billboards, telemarketing, and the Internet. A marketing
communications campaign may use a single approach, but more
frequently combines several.

Includes advertising, public relations, web development, signage,

point-of-purchase, and print collateral. direct mail. logo packaging
design. anything that serves as a vehicle for brand and marketing
messages.

The field of "Marketing Communications" covers advertising, public

relations, web development, signage, point-of-purchase, packaging,
print collateral, direct mail, identity anything that serves as a vehicle
for brand and marketing messages.
2.14 MARKETING COMMUNICATION MIX
Your marketing plan will be executed by using the tactical elements
of the Marketing Communications, or Promotions Mix.

The elements of the marketing communications mix

The Marketing Communications Mix is the specific mix of
advertising, personal selling, sales promotion, public relations, and
direct marketing a company uses to pursue its advertising and
marketing objectives.
Definitions:
Advertising Any paid form of nonpersonal presentation and
promotion of ideas, goods, or services by an identified sponsor.
Personal selling Personal presentation by the firm's sales force to
make sales and build customer relationships.
Sales promotion Short-term incentives to encourage the purchase or
sale of a product or service.
Public relations - Building good relationships with the company's
various
publics by obtaining favorable publicity, building up a good
"corporate image", and handling or heading off unfavorable rumors,
stories, and events.
Direct marketing Direct communications with carefully targeted
individual consumers to obtain an immediate response and cultivate
lasting customer relationships

2.15 SETTING THE COMMUNICATION MIX

When deciding how to properly utilize the marketing communications

mix to meet your marketing objectives, it is important to consider the
relative. strengths and weaknesses of each component of the mix.
Further, you must always define your total budget first (generally
defined in the Marketing and/or Business Plan) and then decide upon
the best way to leverage the different elements of the mix to maximize
the return on your investment. You will balance the various parts of
the mix to not only create an integrated approach to your marketing
communications but you must also devote enough resources for each
component to be successful.

ADVERTISING -Reaches large. geographically dispersed

audiences. often with high frequency: Low cost per exposure. though
overall costs are high: Consumers perceive advertised goods as more
legitimate; Dramatizes company/brand: Builds brand image: may
stimulate short-term sales: communication: Expensive Impersonal,
one-way.
PERSONAL SELLING – A most effective tool for building
buyers' preferences. convictions and actions: Personal interaction
allows for feedback and adjustments: Relationship-oriented; Buyers
are more attentive; Salesforce represents a long-term commitment:
Most expensive of the promotional tools.

SALES PROMOTION - May be targeted at the trade or ultimate

consumer; Makes use of a variety of formats: premiums, coupons,
contests, etc. Attracts attention, offers strong purchase incentives,
dramatizes offers, and boosts. sagging sales, Stimulates quick
response; Short-lived; Not effective at building long-term brand
preferences.

PUBLIC RELATIONS - Highly credible, Very believable; Many

forms: news stories, news features, events and sponsorships, etc.;
Reaches many prospects missed via other forms of promotion;
Dramatizes company or product; Often the most underused element in
the promotional mix; Relatively inexpensive (certainly not 'free' as
many people think there are costs involved).

DIRECT MARKETING - Many forms: Telephone marketing,

direct mail, online marketing, etc.; Four distinctive characteristics:
Nonpublic, Immediate, Customized, Interactive; Well-suited to
highly-targeted marketing efforts.

2.16 YAMAHA
Yamaha is an exciting, trendy music-based rock entertainment event
that is directed towards their target customers which are the
trendsetter youth of today whom they call the bad boys.

Various rock shows are being arranged by Yamaha all over India, the
motive of it make customers feel the presence of Yamaha as a cool
and trendy brand. It also helps a lot in brand recall, which nowadays
Yamaha is missing somewhere.

2.17 RIDE TECH CHALLENGE

The various events are also organized by the service department of
Yamaha. One of the major events is the Gladiators Ride Tech
challenge. This year this event was organized twice in Feb. They as a
team also participated in organizing this event.

The various activities which were done during this event were:

→Gladiator Test ride.

→ Various biking completion.
→ Lucky draw for test ride participant → Display of various
Gladiator bikes.
→Breading of the product.
→ Distribution of prizes.
→ Rock music.
→Invitation to various bikers clubs.
→Participation of dealers.
→Participation in ICICI bank.

2.18 ADVERTISEMENT ACTIVITIES

I am handling the whole marketing communication of Yamaha's bike
Gladiator. By communication, I mean all ways in which communicate
to our target customers. In Yamaha, we communicate through all
mediums. The two agencies through which I operate are
BATES INDIA PVT LTD: This is the creative agency that handles all
creative parts like making television commercials, making print ads,
posters, and various Points of
purchase material like backdrops, banners, leaflets, sales guides, etc.
MINDSHARE: This is a media buying agency that buys space for us
in various known television channels, newspapers all over India,
magazines, etc.

2.19 THE VARIOUS MEDIUM:

→Magazine: they advertise in some specific magazines that go with
Yamaha.
→Trendy image and even the magazines which are mainly preferred
by their target group, mainly youth i.e. Age group between 18-29.
→The Various magazines where they mainly advertise are Bike India.
Overdrive, Motoring, etc.
→ Newspaper: This is the most widely spread source of
communication, they mainly
→ advertise their product through the newspaper every month. Two
types of
→Add mainly comes from Brand ads and Tactical ads.

Chapter-3
 RESEARCH METHODOLOGY

3.1 OBJECTIVE OF THE STUDY

MAIN OBJECTIVE:
→To determine customer-buying behavior with a focus on market
segmentation.
→To study the reasons for salaried persons taking up Insurance
Services
SPECIFIC OBJECTIVES:
→To determine reasons behind opting for insurance.
→To provide the company with information on customers’ Insurance
policies if they have any and reasons for opting for that particular
policy.
→To know the most preferred policy
→To determine customers’ perceptions toward private insurance
companies and their expectations from private insurance companies.
→ To determine the feedback on services provided by any other
insurance agent.
→To study the types of benefits provided by insurance services.
→To determine the use of the Internet te valuable information: End
the decision-making process
→To know the impact of privatization of the insurance sector on the
public.

3.2Research Design:
Research is based on descriptive analysis.

3.3 DATA SOURCES

Primary data
Data has been collected directly from customers, transport owners,
and fleet owners.

3.4 Sampling method:

Non-probability sampling-convenience sampling as only known
owners of heavy commercial vehicles (Lorries, trucks & buses) is
taken as respondents.

Sample size
I took the sample size according to the requirement of the project so I
zeroed on about 178 people from different backgrounds belonging to
different categories means people having different incomes and
different education backgrounds by presenting them with a
questionnaire and getting a response from them. to make a clear
picture.

3.5 LIMITATIONS OF THE STUDY

→To fix an appointment, especially with the corporate people was
very tough and many a time a negative response was received.

→The customers are sometimes biased towards the product and the
customer lacks insurance information. So accurate conclusions may
not be drawn based on information collected.

→Some of the customers due to time constraints and availability of

documents with them filled up the data sheet in a hurry, which meant
that the provided data might not be 100% true.

→The number of respondents was limited to 400 because of time

constraints & assignments.

→The project (report) so made is a compilation based on the data

collected by various team members during the project period.

CHAPTER 4
 7 P'S
4.1 Price of Yamaha
Pricing must be competitive and must entail profit. The pricing
strategy can comprise discounts, offers, and the like. Yamaha bike’s
price in India starts at Rs 76,100 for Yamaha Fascino 125, which is
the cheapest model. The most expensive Yamaha bike is the R15 V4
priced at Rs 1.88 Lakh. Most popular models for Yamaha includes
MT-15 Version 2.0 (Rs 1.63 Lakh), R15S (Rs 1.58 Lakh), R15 V4
(Rs 1.77 Lakh). Upcoming Yamaha bikes in India include XSR125,
R7 which are expected to launch in 2022

 Apex, Apex SE, Apex XTX

 SR Viper RTX DX, SR Viper LTX DX, SR Viper S-TX DX,
SR Viper MTX 153, SR Viper RTX SE, SR Viper LTX SE, SR
Viper XTX SE, SR Viper MTX 153 SE, SR Viper MTX 162
SE, SR Viper RTX LE, SR Viper LTX LE, SR Viper XTX LE,
SR Viper MTX 162 LE
 RS Vector, RS Vector 1. TX
 RS Venture, RS Venture GT, RS Venture TF
 RS Viking Professional
 Phazer RTX. Phazer XTX, fazer MTX
 Venture MP
 SRX 120

4.2 Place of Yamaha

It refers to the place where the customers can buy the product and
how the product reaches out to that place. This is done differently
through t channels, like the Internet, wholesalers, and ret,ailers.

The company was established in 1955 upon separation from Yamaha

Corporation (however Yamaha Corporation is still the largest
shareholder with 12.21%, while Toyota Motor Corporation is the 5th
largest shareholder with 3.58% of the shares, as of June 30, 2015),
and is headquartered in Iwata, Shizuoka, Japan.

Yamaha was established in 1887 as a piano and reed organ

manufacturer by Torakusu Yamaha as Nippon Gakki Company,
Limited. Nippon Gakki Seizö Kabushiki Kaisha") (literally Japan
Musical Instrument Manufacturing Corporation) in Hamamatsu,
Shizuoka prefecture and was incorporated on October 12, 1897.
4.3 Promotion of Yamaha

It includes the various ways of communicating to the customers what

the company has to offer. It is about communicating about the
benefits of using a particular product or service rather than just talking
about its features. Sales promotion is one of the five aspects of the
promotional mix. (The other 4 parts of the promotional mix are
advertising, personal selling, direct marketing, and publicity/public
relations.) Media and nonmedia marketing communication are
employed for a pre-determined, limited time to increase consumer
demand, stimulate market demand or improve availability. Examples
include contests, coupons, freebies, loss leaders, point of purchase
displays, premiums, prizes, product samples, and rebates. Sales
promotions can be directed at either the customer, sales staff, or
distribution channel members (such as retailers). Sales promotions
targeted at the consumer are called consumer sales promotions. Sales
promotions targeted at retailers and wholesale are called trade sales
promotions. Some sale promotions, particularly ones with unusual
methods, are considered gimmicks by many.
4.4 People of Yamaha

People refer to the customers, employees, management, and

everybody else involved in it. Everyone needs to realize that the
reputation of the brand that you are involved with is in the people's
hands.

Torakusu Yamaha

Torakusu Yamaha was a Japanese entrepreneur who was the founder

of the Yamaha Corporation. Yamaha was a watchmaker who built his
first

portable reed organ in 1887.

Born: May 20, 1851, Kii Provinc
Died: August 8, 1916, Tokyo, Japan
Organization founded: Yamaha Corporation
CEO OF YAMAHA

Yoshihiro Hidaka
Yoshihiro Hidaka is 57, he's been the Executive President, President,
and Representative Director of Yamaha Motor Co since 2018. There
are 12 older and 1 younger executive at Yamaha Motor Co. The
oldest executive at Yamaha Motor Co., Ltd. is Katsuaki Watanabe,
79, who is the Exec. VP & Representative Director.
4.5 Process of Yamaha

It refers to the methods and process of providing a service and is

hence essential to have a thorough knowledge of whether the services
are helpful to the customers if they are provided in time if the
customers are informed in hand about the services, and many such
things.
MANUFACTURING PROCESS

IYM's manufacturing facilities comprise 2 state-of-the-art Plants at

Faridabad (Haryana) and Surajpur (Uttar Pradesh).

The infrastructure at both the plants supports the production of

motorcycles, scooters, and their parts for domestic as well as overseas
markets. At the core are the 5-S and TPM activities that fuel our agile
Manufacturing Processes. We have an In-house facility for
Machining, Welding processes as well as finishing processes of
Electroplating and Painting to the assembly line.

The stringent Quality Assurance norms ensure that our motorcycles

and scooters 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 the effluent treatment plant,
Rainwater - Harvesting mechanism, and a motivated forestation drive.
The ISO-14001 certification is on the anvil early next year. All our
endeavors give us reason to believe that sustainable development for
Yamaha will not remain merely an idea in the pipeline.

We believe in taking care of not only Your Motoring Needs but also
the needs of Future Generations to come.

About Us | R&D Advanced Production Technology | Global Network

| Products

Our Development and Production Process

Our Development and production

creates exactly the right form for what customers want.

Our development and production system starts from what the
customer has in mind and t interweaves planning, design, prototype
manufacture, and testing to create the right solution. The system we
are gaining an increasingly high reputation as a system supplier.
4.6 Physical (evidence) of Yamaha

It refers to the experience of using a product or service. When a

service goes out to the customer, you must help him see what he is
buying or not. For example- brochures, pamphlets, etc serve this
purpose.

India Yamaha Motor Private Limited.

Yamaha made its initial foray into India in 1985. Subsequently, it
entered into a 50:50 joint-venture with the Escorts Group in 1996.
However, in August 2001. Yamaha acquired its remaining stake
becoming a 100% subsidiary of Yamaha Motor Co., Ltd, Japan
(YMC). In 2008, Mitsui & Co., Ltd. agreed with YMC to become a
joint investor in the motorcycle manufacturing company "India
Yamaha Motor Private Limited (IYM)".

IYM operates from its state-of-the-art manufacturing units at Surajpur

in Uttar Pradesh and Faridabad in Haryana and produces motorcycles
for both domestic and export markets. With a strong workforce of
more than 2,000 employees, IYM is highly customer-driven and has a
countrywide network of over 400 dealers. Presently, its product
portfolio includes VMAX (1,679cc), MT01 (1,670cc), YZF-R1
(998cc), YZF-R15 (150cc). Fazer (153cc). FZ-S (153cc), FZ16
(153cc), SZ & SZ-X (153cc), SS125 (123cc), YBR 125 (123cc), YBR
110 (106cc) and Crux (106cc).
Mission/Objectives
They are committed to:

Be the Exclusive & Trusted Brand renowned for marketing and

manufacturing of YAMAHA products, focusing on serving their
customer where they can build long-term relationships by raising their
lifestyle through performance excellence, proactive design &
innovative technology. Their innovative solutions will always exceed
the changing needs of their customers and provide value-added
vehicles.

Build the Winning Team with capabilities for success, thriving in a

climate for action and delivering results. Their employees are the
most valuable assets and they intend to develop them to achieve an
international level of professionalism with progressive career
development. As good corporate citizens, they will conduct their
business ethically and socially in a responsible manner with concerns
for the environment.

Grow through continuously innovating their business processes for

creating value and knowledge across their customers thereby earning
the loyalty of their partners & increasing their stakeholder value.
 Chapter 5

DATA ANALYSIS AND INTERPRETATION

4.1 SWOT ANALYSIS

SWOT OF YAMAHA MOTORS

Yamaha Motors Ltd is the highest-selling items company in India and

is the largest two-wheeler manufacturer in the world. As the case is
every company has its strengths and weaknesses and Yamaha Motors
Is no Exception :-

STRENGTHS
→ Market Leader in terms of sales and turnover
→ Successful Technical Tie up with Honda and a very healthy
relationship with them.
→ A wide network of dealers across the nation
→ A wide network of authorized service stations in different parts of
the country
→ A wide variety of product portfolio
→Very strong brand image of making fuel efficient and reliable bikes
High product and brand recall among the customers infect hero

Hero is the first choice among the majority of customers.

WEAKNESS
Major weakness of yamaha are
→Not a strong player in the rural market
→ Tie up with Honda expiring in 2 yrs
→ Very few models at the line up stage
→R& d of hero Honda is weak
→ Not a great player in entry level bikes which is dominated by bajaj.
→ Not a Strong Player in the Premium Market
→Only 2 models which are successful Splendor and passion
→ Not a very strong marketing deptt. Only one campaign was a hit
"fil it shut it and forget it" →It's a non player in scooter market which
is huge even though that
industry is going through a rough pace

OPPORTUNITIES
It's a growing market thus company has high growth potential in
Future.
→ Premium segment is still not fully exploited with right product
HHML can do wonders
→Neighboring countries markets are not exploited fully
→Need to tap African and European market.
THREATS

→ Entry of new players

→ Honda entering in the bike market will pose a considerable threat
Competitors becoming aggressive with new product launches and
high marketing pitch
→ Aggressive Yamaha posses another threat
→ NO tie up with any other company can lead to losses.
 Chapter 7

RECOMMENDATIONS

1. Launch of new bike in the below Rs30,000/ having the average of

around 95km per liter and also gas compatible can be changed to gas
when required.
2. Attractive name should be assigned to the bikes the name of Fazer
Crus,Libero have not been changed .If something new is launched
then it should have a new name so in consumer mind something new
has come in market.
3. Disc brake and auto start feature should be added in it, with
hydraulic brake.
4. Launch of something in festival season of October, November and
May June, July at the time of harvesting.
5. A positive message about the average of the bike, which people
think is missing.
6. Organising of the exchange mela,where people can take new bike
with giving of old bike and at easy installment.
7. Giving free gifts with the purchase of bike lucky coupon scratching
it if something relevant comes out. Like Watch, Shirt,Camera
Radio,Mobile phone, locket, Pen,stereo.
8. Giving thing at Rs1000 installment.
9. Launch in the high cc bike of 150ccto 250cc bike.
10. Announcement of the bike in the radio which is having new look
great design.
11.Distribution of pamphlet to customer giving them information
about the bike.
12.Launch of new bike in the below Rs30,000/ having the average of
around 95km per liter and also gas compatible can be changed to gas
wher required.
13..Attractive name should be assigned to the bikes the name of Fazer
Crus Libero have not been changed If something new is launched then
it should have a new name so in consumer mind something new has
come in market.
14.Disc brake and auto start feature should be added in it, with
hydraulic brake.
15.Launch or something in festival season of October November and
May June, July at the time of harvesting.
16.A positive message about the average of the bike, which people
think is missing.
17.Organising of the exchange mela where people can take new bike
with giving of old bike and at easy installment.
18.Giving free gifts with the purchase of bike lucky coupon
scratching it if something relevant comes out. Like
Watch,Shirt,Camera Radio,Mobile phone, locket, Pen,stereo.
19. Giving thing at Rs1000 installment.
20.Launch in the high cc bike of 150ccto 250cc bike.
21.Announcement of the bike in the radio which is having new look
great design.
22.Distribution of pamphlet to customer giving them information
about the bike.
 CHAPTER 8

BIBLIOGRAPHY

Websites

 Company Profile: http://www.yamahamotor-corporation.com/

 History: http://bikes.com/
 Part II http://Surveys.com/

Books

Strategic Marketing
By-Philip Kotler

Marketing Management
By-Namkumari

INTERNET