MARKETing strategy

Of
Yamaha motor India pvt.ltd
SUBMITTED
TO
UNIVERSITY OF lucknow
BY
Anshika jaiswal
AS PART FULFILLMENT OF
B.com (IIi YEAR)

Sherwood college of professional

management lucknow

1
 Table of
CONTENTS
Chapter No. Title Page No.
Declaration 4
Guide Certificate 5
Acknowledgement 6
Executive Summary 7
Objectives 8
I Introduction 9-30
1.1 Background of the survey
1.2 Product-An overview
1.3 Objectives of the survey
II RESEARCH METHODOLOGY 31-38
2.1 Research Design
2.2 Types Data
2.2.1 Primary Data
2.2.2 Secondary Data
2.3 Sources of Data
2.4 Sample Plan
2.4.1 Universe
2.4.2 Sample Size
2.5 Method of Data collection
2.5.2 Formation of Questionnaire
2.6 Field Work
2.7 Data Analysis
2.8 Limitation
2.9 Presentation of the Report
III Data Processing and Analysis 39-51
IV Major Findings 52-53
V Suggestions and Recommendations 54-56

2
 DECLARATION

I hereby declare that this marketing strategy on “YAMAHA

MOTOR INDIA” submitted towards fulfilment of B.com Degree of
lucknow University is and original work done by me.

_____________

SIGNATURE

Anshika Jaiswal

DATE:-

PLACE:-

3
 CERTIFICATE
This is to certify that Project report titled “YAMAHA MOTOR INDIA”
is a bonafied work carried out by Miss. Anshika Jaiswal of B.COM - 3rd
yr of SHERWOOD OLLEGE OF PROFESSIONAL MANAGEMENT toward
fulfilment of B.COM degree of Lucknow university. She has worked
under our guidance and direction.

Signature

Mr.Jai Shankar sukla

Asst prof.

Date: -

4
 ACNOWLEDGEMENT
This Project Report would not have been completed without the
guidance of Mr. Jai Shankar Sukla sir .

I express my sincere thanks and gratitude for helping me and also

those who helped me directly or indirectly.

____________

ANSHIKA JAISWAL

Date:-

Place:-

5
 EXECUTIVE SUMMARY
The company Yamaha Motor Pvt. Ltd. Is an internationally acclaimed company
in the field of two wheeler?

Segment of automobile industry? Yamaha Motor India Pvt. Ltd. Is a 100%

subsidiary of Yamaha Company Ltd JAPAN? Its project range includes Crux in
the Basic Segment, Libero in the standard segment, Fazer in the deluxe segment
and Enticer and R15 on the pleasure segment. With the launch of various 4 –
stroke motorcycles, which give true value of money in the terms of superior
mileage, performance and durability, the company has gained the reputation of
a reliable 4-stroke Motorcycle manufacturer.

The details of the project are as follows:

Project Title: - YAMAHA MOTOR INDIA

Organisation: - Yamaha Motor India Pvt. Ltd.

6
OBJECTIVE:-
1. To screen the market presence of Yamaha Motor India Pvt. Ltd.
2. To assess the level of satisfaction among the customers.
3. To find out the perception of the customer and the users about Yamaha
Bikes.
4. To find out the exceptions of the customer with regards to quality and
service.
5. To find out the effectiveness of marketing activities undertaken by Yamaha
Motor India Pvt. Ltd.

Methodology:-
This is a Quantitative Research with inputs from customers of
Yamaha Motor India Pvt. Ltd. In areas of Lucknow City. The consumers are
with the help of questionnaires and personal interviews.

Sampling Plan:-
The Sampling frame consists of 50 users of Yamaha Bikes.

7
 CHAPTER NO .1

INTRODUCTION

1.1 BACKGROUND OF THE SURVEY

1.2 PRODUCT-AN OVERVIEW

1.3 OBJECTIVES OF THE SURVEY

8
BACK GROUND OF THE SURVEY
The Indian two-wheeler sector is the largest in terms of volumes among the
entire segment in Automobiles Industry. The Indian two-wheeler market has a
size of over Rs 100 billion with sales of more than 3.7 million units in 2000-
2001 and has been growing at 7% rate over 1887-2001.

Five players mainly dominate the two-wheeler segment. All these companies
have foreign collaboration mainly with well known Japanese firms. All these
players have been expanding capacity and widening their product base which
confirm to Euro Environment norms.

Indian is one of the lowest cost production bases for two-wheelers. In the last
four to five yrs, the two wheeler market has witnessed a marked shift towards
motorcycles at the expense of scoters. In the process the share of motorcycle
segment has grown from 48% to 58%.

The urban customers are aspiring to possess the latest in terms of looks,
technology, energy efficient and sleeker looking models that replaced the staid
ones in the market. In rural areas, consumers have come to prefer sturdier
bikes to withstand the bad road conditions.

9
Marketing is a dynamic field. In past few years, many important and dynamic
changes have taken place in marketing field as a result of rapid technological
changes, globalization as well as unemployment and stagnation, etc. The
marketing executives have been forced to assume wide range of
responsibilities. The companies have been more market driven in their
strategic decision-making.

To cater this need of decision-making, a formalized means of acquiring

information is necessary. This is need is by “Market Research”. The American
Marketing Association Defines Market Research as “The systematic gathering,
recording and analyzing of data about problem relating to marketing of goods
and services.” The subjects to which companies apply their marketing research
are markets, products, sales force problems, distribution channel, advertising
and other problems broader than marketing such as Business and short -term
for

YAMAHA MOTOR INDIA (YMI)

Holding the true spirit of commitment to customer satisfaction – Yamaha
Motor India is enriching lives of the people with the same ingenuity and
enthusiasm as its parent company – Yamaha Motor Corporation, Japan.
Having operated in India as technology provider for almost two decades YMI
was incorporated in August 2001 as a 100% subsidiary of YMC , Japan. Since
then it has been in the process of redefining business processes and extending
the awe and power associated with the legacy of the Yamaha Group.

Adhering to its Corporate Mission – “Creating Kendo – Touching Your Heart”

it is striving to touch every heart across the length and breath of India.

YAMAHA MOTOR

10
 Yamaha Motor India Pvt. Ltd. Is a 100% owned subsidiary of Yamaha Motor
Company Ltd. of Japan. Yamaha Motor is located at Faridabad, Haryana with
employee strengthof more than 3000 people. The company has opened
“Yahama One”- a branded dealership at Delhi and plansto open more in the
future.

Yamaha MotorCompany, Jpan has aslo set up another subsidary -Yamaha

Motors India Sales Pvt. Ltd. (YMIS) that deals with the sales and sales and
after sales services for Yamaha brand of bikes.YMIS is located at Surajpur,
outside Delhi with an emplyee strength of 120.

1.2 PRODUCT – OVERVIEW

Yamaha R15

The R Concept:
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.

11
“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 ride seating area that gives riders the freedom of movement and
allows them to steer effectively,

3) The glamorous tail treatment that takes into account the management of
airflow behind the rider, and

4) A sensual racing form that brings all 3 of these elements together in a

harmonious package. These characteristics have been splendidly reproduced in
the YZF-R15.Additionally; the designs were developed in the same modelling
room where YZF-R1 designers worked. Information was shared, ensuring that
the R lineage would be transmitted. In addition, the model also incorporates a
multitude of adjustments for the Indian market including seat shape that allows
for tandem riding (integrated with the main seat).

Engine type Liquid-cooled, 4-stroke, SOHC, 4-

valve

Cylinder arrangement Single cylinder

Displacement 149 .8cc

Bore x Stroke 57×58.7mm

Compression ratio 10.4:1

Maximum power 17PS / 8,500rpm

12
Maximum torque 15 N.m / 7,500rpm

Starting system Electric Start

Lubrication wet sump

Engine oil capacity 1.0 litres

Fuel tank capacity 12 litres

Fuel supply system Electronic fuel injection

Ignition system T.C.I

Primary / Secondary reduction 3.042 / 3.000

ratio

Clutch type Constant-mesh wet multi-plate

Transmission type Return type 6-speed

Gear ratios 1st=2.833, 2nd＝1.875, 3rd:=1.364,

4th=1.143, 5th=0.957, 6th=0.84

Frame type Delta box Frame

Caster / Trail 26° / 100mm

Tire size (Front / Rear) 80/90-17 / 100/80-17

Brake type (Front / Rear) Hydraulic, single disc (Front / Rear)

Suspension type (Front / Rear) Telescopic / Linked type Motocross

Headlight 12V35W / 35W＋35W

13
Overall length x width x height1,995mm x 670mm x 1,070mm

Seat height 790mm

Wheelbase 1,290mm

Minimum ground clearance 160mm

Dry weight / Curb weight 120kg / 131kg

Yamaha Crux

Crux providing outstanding pick up comes with advanced air-colled 4 stroke

engine. Its elegant body graphics and excellent structure seem really mind
captivating features to the classy bikers.

Its smooth and comfortable riding suspensions are the adjustable shockers. If
going for a long ride, then long comfortable seat of Crux will provide pleasure
of happy journey.

Its 130 diameter drum brake gives the proper support of riding. Its chrome
plated fender is the best supporter of the supportive wheel.

Its light fitting is among other feature who gives the complete assurance of
night riding. This arrangement includes multi- reflector headlight and multi-
reflector tail lamp.

14
It is found in different colours:

➔ Red
➔ Black
➔ Silver

Specifications
Engine / Transmission

Type 4-stroke, Air cooled, SOHC

Displacement 105.6 cc

Max. Power 7.6 Bhp @ 7500 rpm

Max. Torque 0.80 Kg-m @6000 rpm

Transmission 4 Speed constant mesh

Dimensions (L x W x H) 1997x735x1055mm

Wheelbase 1247 mm

Dry Weight 105.5 Kg

Electrical

Battery 12V, 2.5 Ah

Head Light 12V – 35 / 35 W

Tail Light 12V – 5 / 21 W

Suspension

Front Telescopic Fork, oil damped

Rear Coil Spring, oil damped

Tyre

Front 2.50 x 18 - 4PR

15
 Rear 2.74 x 18 - 6PR

Fuel

Tank Capacity 11 Litres

Brake

Front 130 mm Dia Drum

Rear 130 mm Dia Drum

Yamaha Enticer

The bike on test with me is the base version without disc brakes or self start,
costing Rs.55, 185/-. If you add Rs.9,000/- to it for disc brake and self start, it
still is only Rs.64,000/-, which is still Rs.25,000/- less than the Eliminator
which comes with self start and disc as standard.

While the Enticer entices aspirants with its price, the Eliminator eliminates most
aspirants with its price.

So, what is it like? Looks it has in plenty. Raised handlebar. Long wheel-base.
Easy rider seating geometry. Foot boards instead of foot pegs. Fat rear tyre.

16
Single pod instruct. Chromed RV mirrors. And currently available in three
colours: Gold (light yellow), Burgundy (reddish) and Black.

Motive power comes from the same square, 54 mm x 54 mm bore x stroke,

123.7cc pot that powers the Yamaha YBX. While max. Torque of 1.06 KgM at
6500 rpm is identical to the YBX, the 11 bhp (PS) of power in the Enticer
engine comes at a slower 8000 rpm while in the YBX it comes at a higher 8500
rpm. Compression ratio of the Enticer is 10:1.

Wheelbase is 1375 mm with a claimed ground clearance of 140 mm. Kerb

weight (with oil and full petrol tank) is 125 kg while dry weight is 116 kg. Fuel
tank capacity is 13 litres with a reserve of 2.4 litres. The VM20SS, Ucal /
Mikuni carburettor breathes thru a wet type air cleaner. Fuel is ignited by an
NGK spark plug, model CR7HSA with ideal plug gap being 0.65 mm. Ignition
is CDI.

Electricity is produced by a 12 volt flywheel magneto with a 12v-2.5 Ah lead

acid battery. Headlight power is 12v-35w. Front tyre is a 4-ply rating 2.75 x 18
(Zapper FS pattern), while at the rear is a 6-ply rating 120/80 x 16, Y-pattern
Zapper.

Engine oil specified is Yam lube 4-stroke motor oil (20W40 type SF) or
equivalent. Yamaha also warns NOT to use oils that contain anti-friction
modifiers or car oils (often referred to as Energy conserving oils) that contain
anti-friction additives, since this will cause clutch slippage and will in turn
reduce life of components and cause drop in engine performance. While total
quantity of engine oil is 1.2 litres, top up quantity is a convenient one litre.

17
It is found in different colors:

➔ Black
➔ Burgundy
➔ Gold

Yamaha Gladiator

Gladiator’s single cylinder air cooled 4 strokes to deliver maximum power of

8.0 kW @ 7500-6500 rpm.It is further equipped with many features like
graphics and volume , new design side cover , newly designed shroud
highlighting down force line etc. Comforts of the passengers are highly
maintained due to the presence of specially designed seat with enough front
and rear space, supporting and easily grabbing die-cast aluminium grab-bar
etc.

Its masculine body structure supported by light weight diamond type frame is
the assurance of stable riding. Its riding suspension ensures the smooth, jerk
free biking.

18
 Its lighting arrangement include 35W/35W multi-reflector head light, position
indicator and combustion indicators, combustion tail light etc.

Its front brakes include 240 mm disc brake with eco-friendly brake pads and
150 mm drum brake with large capacity. Rear brakes of this motorcycle
include dust resistant, durable 130 mm drum brake and non -asbestos brake
shoe to lessen environmental impact.

Other striking features available in this bike are DC-CDI ignition system , 5
spared transmission , air induction system and hair pin type catalytic converter,
non-asbestos type cults friction plate, low noise (silent) cam chain, YTPS
equipped BS carburettor, newly designed sporty muffler etc.

It is found in two different models:

➔ Gladiator Std
➔ Gladiator DX

Technical Specifications

Engine

4 Stroke, Air Cooled,

Type
SOHC, Advantech Engine.

Displacement 106 cc

Bore xStroke 49 * 56 mm
Performance

Max.BHP 7.6PS @ 7,500 rpm

Max. Torque(Nm) 0.8 Kgm @ 6000 rpm

Max. Speed 110 kmph(Solo)

Transmission 4 Speed

19
Electricals

Battery 12V - 2.5 AH

Head Light 12V - 35/35W

Tail Light 12V - 5/21 W

Turn Flasher 12V - 10W (x4)

Chassis

Frame Double Cradle

Dimension (l x w x h) 2025 x 730 x 1050 mm

Wheelbase 1290 mm

Ground Clearance 173 mm

Kerb Weight 109 kg

Suspension

Telescopic Forks, Oil

Front
Damped

Adjustable, 5 step, Oil

Rear
damped Coil Spring

Tyres

Front 2.75 X 18" Ribbed

Rear 3.00 X 18" - 6PR Universal

Fuel Tank

Tank Capacity 13 Lts., Reserve 1.70 Lts.

Brakes

Front 130 mmDia.

Rear 130 mm Dia.

20
 Yamaha Libero G5

Specification
Engine / Transmission

4 Stroke, Single Cylinder, Air

Type
Cooled SOHC

Cubic Capacity 106 CC

Forward Inclined Single

Cylinder Arrangement
Cylinder

Bore x stroke 49.0 mm x 56.0 mm

Compression Ratio 9.0:1

Maximum Power 7.6 PS / 5.59 kW @ 7500 rpm

21
Max. Torque 7.85 Nm / 8 kg-m @ 6000 rpm

Seat height Rider/ Pillion Rider) 800 mm / 850 mm

Start Kick Start

Gear Box 4 Speed

CDI (Digitally Timing

Ignition
Advanced)

Carburettor type Variable Venturi Type

Four steps of regular

Transmission type
engagement formula advance

Primary/Secondary reduction ratio 3.722 (67 / 18) / 3.214(45 / 14)

1st: 3.000(33 / 11); 2nd:

Gear ratio 1.688(27 / 16); 3rd: 1.200(24 /
20); 4th:0. 875(21 / 24)

Clutch type Wet, Multiple-disc

Electrical

Battery 12V, 2.5 Ah

Headlight 12V, 25W / 35W(Halogen-HS1)

Lubrication System Compulsive pressure Wet Sump

Fuel Meter Indicates Fuel Level

Suspensions

Front Telescopic fork suspension

Rear Swing arm suspension

Brakes

Front Drum Brakes

22
 Rear Drum Brakes

Tyres
Front 2.75" x 18" 4 PR

Rear 3.00" x 18" 6 PR

Dimension

Overall height 1050 mm

Overall length 2000 mm

Overall Width 730 mm

Wheelbase 1290 mm

Ground Clearance 173 mm

Kerb weight 119 kg

Dry Weight 109 kg

Frame Type Double Cradle Type

Fuel

Fuel Tank Capacity 13 Litres

It comes equipped with various striking features like 13 litres of newly

introduced techno graphics large fuel tank with side covers, fuel guage,etc. Its
excellent body lining with new graphic cover tail and new stylish air coops are
catching the eyes of many finicky bikers.

It is found in different colours:

➔ Red
➔ Blue
➔ Black

23
 Yamaha Alba 106

Yamaha Alba 106 is the gem unveiled by the Yamaha Motors, India which has
been incorporated with advent grade technological inputs. Beautifully blending
the youthful style with decency the new launch exhibits robustness and solidity,
enough to lure the buyers. Features beneficial in imparting these qualities to the
bike are its brawny muscled tank, well built side and rear panel. Economic &
demanding low maintenance, it offers optimum comfort to the rider.

Salient features of this amazing bike which makes it apt for rider’s correct
posture are:

➔ Aerodynamic cowl
➔ Sturdy tank
➔ Broad seat

24
 ➔ Ergonomic seat
➔ Handlebar
➔ Knee recess on the petrol tank

Other Features

Yamaha Alba 106 is appropriate for Indian driving conditions, with its awesome
spaced gear ratio which enables it to drive smoothly even in congested
conditions without repeated gear changing. Some of the attributes are listed
below:

➔ 106cc engine
➔ Good combo of torque and mileage
➔ Long lasting life
➔ Innovative designed indicators
➔ Tail light
➔ Four stroke bike
➔ Powered by single cylinder
➔ Two-valve
➔ Air cooled engine
➔ Peak power of 7.6 PS at 7,500rpm
➔ Maximum torque of 7.85 Nm at 6,000rpm
➔ Enhanced air induction system
➔ Breathing engine reduces exhaust emissions

Available Colours:

➔ Black
➔ Blue
➔ Red
➔ Silver

25
 Yamaha RXG 135
Note: Company does not manufacture this model.

The present models of Yamaha are cashing in on the popularity gained by the
Yamaha RX100. Yamaha decided to launch upgraded models after the earlier
model could not conform to the emission standards. The first was the RXG 135.
It made up for the power loss due to improvement in the engine to tackle
emission norms. However, it could not match the performance and the
expectation that people had developed about Yamaha because of the RX 100.
Then came the YEIS 135. There is a considerable difference in performance due
to changed gear ratio and tuning. The styling has also been adapted to reflect a
more contemporary ethos. This is finally a bike that Yamaha lovers love to call
their own.
26
Escorts Ace
Note: Company does not manufacture this model.
A product of contemporary technology, it has a happy blend of hi-power hi-pick
up 175cc, 10bhp engine with ecolube and alfine cylinder for better cooling and
longer engine life-ideal for tropical climate. Its aerodynamic, modern styling
reflects right from the front fairing to the rear trims with integrated lights. Its
longer wheel base, wide tyres, better ground clearance and bigger brake drums
make it a safe bike for the Indian roads.

Yamaha RXZ
Note: Company does not manufacture this model.
This is an entirely new look Yamaha, achieved with the help of the side panel,
matching headlight cover, engine guard and fuel tank has enhanced the sale and
the look of the bike. To go with the new style is the 135cc engine that the
Yamaha introduced with the RX 135. The engine along with its styling changes

27
brought the spirit of the RX 100 back into the Yamaha RXZ. The addition of a
tachometer to the Speedo consloe looks a bit incomplete but has made up for the
lack of instrumentation in the earlier models. An addition is the headlight,
which improves the styling, and also the aerodynamics of the vehicle.

Yamaha Motorcycles
Model Capacity
Rajdoot Excel 173cc
Yamaha Crux 106cc
Yamaha R15 149.8cc
Rajdoot Standard 173cc
Yamaha Enticer 123.7cc
Yamaha Escorts Ace 173cc
Yamaha Gladiator 123.7cc
➔ Gladiator Std
➔ Gladiator DX
Yamaha Libero G5 106cc
Yamaha RXZ 132cc
Yamaha RX 135 132cc
Yamaha YBX 125 125cc
Yamaha Gladiator Type JA 123.7
Yamaha Alba 106 106cc

Yamaha Scooters and Mopeds

28
Model Capacity
Toro Rosa 100cc
Toro Jazz 109.7cc

Objective of Survey

The research was conducted with following objectives.

➔ To screen the market presence of the Yamaha Motor India Pvt. Ltd
➔ To assess the level of satisfaction among the customers.
➔ To find out the perception of the customers and users about Yamaha
Bikes.
➔ To find out the exception of the customers with regards to the quality and
services.
➔ To find out the competitive strength of Yamaha Motor India Pvt.Ltd.
➔ To find out the effectiveness of marketing activities undertaken by
Yamaha Motor India Pvt. Ltd.
➔ To find out customers awareness about the Yamaha bikes and familiarises
user about Yamaha bikes.
➔ To assess the overall performance of Yamaha Bikes.

29
 CHAPTER NO.2
RESEARCH METHODOLOGY
2.1 Research Design

2.2 Types of Data

2.2.1 Primary Data
2.2.2 Secondary Data
2.3 Sources of Data
2.4 Sample Plan
2.4.2 Sample Size
2.5 Method of Data Collection
2.5.2 Formation of Questionnaire
2.6 Filed Work
2.7 Data Analysis Technique
2.8 Limitations

2.9 Presentation of the Report

30
 Research Methodology:

2.1 Research Design:

Research Design is a arrangement of conditions and analysis of data in a

manner that companies relevance of data to be collected. The sample to be
selected in a manner in which the data so collected is to be organized. It
constitutes the main body of the research design. The present study conducted
through a survey method using a well-formed and framed questionnaire.

The research design is the conceptual structure within which research is

conducted; it constitutes the blueprint for the collection, measurement and
analysis of data. As such the design includes an outline of what the researcher
will do from writing the Hypothesis and its operational implications to the final
analysis of data.

The research deign used for this project was exploratory in nature as there was
no hypothesis to test. The project provides some general information about
Insurance industry of Lucknow city and about customer’s preferences among
the alternatives. So these can be general information but not any specific
result. It provides information about the actual facts related to the target
segment.

31
2.2 Types of Data:

2.2.1 Primary Data:

Primary Data were collected by survey of customers in Lucknow. Primary Data

were collected through personal interview with structure questionnaire. In all
the methods,

Personal interview method was most suitable for the market survey.

2.2.2 Secondary Data:

The Secondary Data are, on the other hand, are those which have already
been collected by someone else and which have already been pass ed through
statistical process.

Secondary Data were collected through Internet and Library.

2.3 Sources of Data:

The primary source was used in the research. The information gathered for
this project is differing from person to person as there is differences in each
human being. So the observation and the survey of the people are the primary
sources of data from this project. As such there is no secondary data available

32
for the information required for a particular matter. So the primary source of
data collection can only give the real and detailed information required for the
project.

2.4 Sample Plan:

Sample Plan may be defined as the selection of some part of an aggregate

or totality on the basis of which a judgment or inference about the aggregate or
totality is made. In other words, it is the process of obtaining information about
an entire population by examining only a part of it.

2.4.1 Universe:

From a statistical point of view, the term ‘universe’ refers to the total of the
items or units in any field of inquiry or to the total of items about which
information is desired.

For the purpose of this study the universe has been defined as “The set
consisting of all the customer of Insurance in Lucknow city (Sinhgad institute
and sinhgad road)

2.4.2 Sample Size:

Sample Size means how many people should be surveyed. Large sample
size gives more reliable results than small one. Sampling is the method and
selecting sample for studying the position of universe in total.

33
As here, we selected 50 people for survey.

2.5 Methods of Data collection:

Methods by which data are collected. The type of data collection begins
after a research problem has been defined and research design chalked out.

Here the data were collected through two methods.

1) Personal Interview Method.

2) Telephone Interview Method.

Field work:

Field work is defined as the place where you have conducted your survey and
with whose help you have taken.

Field work for this project was performed by me without the help of any
people. My Field work consists of questionnaire which I have circulated among
50 customers so that I can get information that was required for the project.

2.7 Data Analysis Technique:

34
The data after collection has to be processed and analyzed in a accordance
with the outline laid down for the purpose at the tine of developing the
research plan. By Analysis we mean the computation of certain indices or
measures along with searching for patterns of relationship that exist among
the data groups.

For this project percentage method is used for the analysis of the available
data. With the help of percentage method the data has been converted into
percentage and has been represented with the help of graph.

2.8 Limitations:

1) The recommendations are based on the respondents, which may include an

element of bias.

2) Respondents are the representatives of others but opinion of these few

respondents may differ from a group of thousand people.

3) Span of time was very short.

4) More time require for completing a single interview through a structured

questionnaire.

5) Complete dependence of decision making on the outcome of the research.

2.9 Presentation of report:

35
Presentation of reports starts with declaration which declares that the
following survey is done by me. Then guide certificate is attached which certify
that this project has been carried out by the student of S.Y B.COM of
SHERWOOD OLLEGE OF PROFESSIONAL MANAGEMENT for the fulfillment of
B.COM degree. Then list of table and graph has been provided which enables
the reader to know the number of table and graph used in this project. It is
then followed by the acknowledgement paper and an executive summery of
the project.

Chapter no.1: Includes the introduction and objective of the project.

Chapter no.2: Includes the various research methodology used for the
preparation of this project.

Chapter no.3: Includes data processing and analysis.

Chapter no.4: Includes major finding from the survey.

Chapter no.5: Includes the conclusion and the recommendations about the
project from the analysis of the data.

36
 Chapter 3

DATA PROCESSING AND ANALYSIS

37
ANALYSIS OF DATA AND PROCESSING

1. Which model of Yamaha do you own?

The customers were asked which model they owned. The
response was recorded as under:

Table no.1
ANSWER NO.OF RESPONDENTS PERENTAGES
Enticer 12 24%
Gladiator 11 22%
Libero 5 10%
RX 2 4%
Crux 16 32%
Others 4 8%
Total 50 100%

Percentage,
Percentage, Crux, Enticer, 24%, 24%
Enticer
32%, 32% Percentage,
Other, 8%, 8% Gladiator
Libero
RX

Percentage, Percentage, Crux

Percentage
RX, 4%, 4% Libero, 10%, 10% , Gladiator,
Other
22%, 22%

38
 Diagram No.1

From the above table it is clear that 24% of the respondent owned Enticer, 22%
Gladiator, 10% libero, 4% RX, 32% of Crux and 8% of the respondent owned
model of Yamaha.

❖ On what basis do you select Yamaha bikes?

The customers were asked on which basis they select
Yamaha Bikes. The response was recorded as under:

Table no.2
ANSWER NO.OF RESPONDENTS PERCENTAGE
Style 9 18%
Comfort 4 8%
Performance 11 22%
Price-value 7 14%
Pick-up 12 24%
Mileage 7 14%
Total 50 100%

Column1, Style
, 18%, 18%
Column1, Pick Column1, Style
Column1,
Up, 24%, 24% Milage, 14%, Comfort,
Comfort
14%
8%, 8%
Performance
Price Value
Column1, Price Pick Column1,
Up
Value, 14%, Performance,
Milage
14% 22%, 22%

DIAGRAM NO. 2

39
 From the above table it is clear that most of the respondent select Yamaha
bike on the basis of pick-up & performance. They also see the price value
& mileage of the bike.

❖ Compared to other bikes available in the market, would you say that
Yamaha bikes are........?
The response was recorded as under:
Table no.3

ANSWER NO.OF RESPONDENTS PERCENTAGE

Much better 3 6%
Somewhat better 17 34%
Same 16 32%
Worse 4 8%
Much worse 2 4%
Don’t know 8 16%
Total 50 100%

40
 Sales, Don't Sales, Much
Sales, Much
Know, 16%, Better, 6%, 6%
Worse, 4%,
16%
4%

Much Better
Sales,
Somewhat better
Somewhat
Same
better, 34%,
34% Worse
Sales, Same,
Much Worse
32%, 32%
Don't Know

Sales, Worse,
8%, 8%

Diagram No.3

From the above table it is clear the compared to other bike available in
the markets Yamaha’s bikes are somewhat better or same.

❖ From where did you hear about Yamaha bikes?

The customers were asked from where you heard about Yamaha bikes.
The response was recorded ea under:

Table no.4

ANSWER NO.OF RESPONDENTS PERCENTAGE

T.V 37 74
Radio 0 0
Newspaper 3 6
Magazine 3 6
Hoarding 2 4
Friends\Relatives 5 10
Total 50 100

41
 Sales, Hoarding, Sales,
4%, 4% Friends\Relativ
Sales, es, 10%, 10%
Magazine,
6%, 6%
T.V
Radio
Newspaper
Sales, T.V, 74%,
74%Magazine
Sales,
Hoarding
Radio,
0%, Friends\Relatives
0%
Sales,
Newspaper, 6%,
6%

Diagram no.4

From the above it is clear that 74% of the respondents hear about the Yamaha
bike from T.V so we can say that T.V is the most sufficient advertising method
for Yamaha to promote its product.

❖ How much do you spend per month on the maintenance of your

Yamaha bike?

The customers were asked how much you spend on your bikes. The responce
was recorded as under:

Table no.5

ANSWER NO.OF RESPONDENTS PERCENTAGES

Below 500 18 36%
500-1000 22 44%
1000-2000 7 14%
2000 & above 3 6%
Total 50 100%

42
 Sales, 2000&above,
Sales, 1000- 6%, 6%
2000, 14%, 14%

Sales, Below 500,

36%, 36% Below 500
500-1000

Sales, 500-1000,
1000-2000
44%, 44% 2000&above

Diagram no.5

From the above table it is clear that 36% of the respondent spend below 500,
44% spend 500 to 1000, 4% spend 1000 to 2000 & while only 6% spend
above 2000 on the maintenance of their Yamaha bikes.

❖ Are you satisfied with the performance of Yamaha bike?

The customers were asked are you satisfied with the performance of Yamaha
bike. The response was as under:

Table n.6
ANSWER NO.OF RESPONDENTS PERCENTAGES
YES 44 88%
NO 6 12%
TOTAL 50 100%

43
 Sales, No, 12%,
12%

Yes

Sales, Yes, 88%, No

88%

Diagram no.6

From the above table it is clear that 88% of the respondents are satisfied with
the performance of Yamaha bike while 12% of the respondents are not
satisfied.

❖ Does the look of the bike matter while purchasing a Yamaha bike?

The customers were asked “Does the looks of the bike matter while
purchasing of Yamaha bike?” The response was recorded as under:
Table no.7
ANSWER NO.OF RESPONDENTS PERCENTAGES
Yes 50 100%
No 0 0%
total 50 100%

44
 Sales, No,
0%, 0%

Yes
No
Sales, Yes,
100%, 100%

❖ Which mode of payment do you prefer while purchasing Yamaha

bike?
The response was recorded as under:
Table no.8

ANSWER NO.OF RESPONDENTS PERCENTAGES

Cash 17 34%
Finance (credit) 33 66%
Total 50 100%

45
 Sales, Cash,
34%, 34%
Sales,
Cash
Finance(Credit),
66%, 66% Finance(Credit)

Diagram no.8

From the above it is clear that 34% of the respondent prefer cash mode,
while 66% prefer mode of finance for purchasing Yamaha Bikes.

❖ Are you satisfied with the after sale – service provided by Yamaha
bike ?

The customers were asked that if they were satisfied with the after sale
service provided by of Yamaha bike. The response was recorded as under:
Table no.9
ANSWER NO.OF RESPONDENTS PERCENTAGES
Yes 22 44
No 28 56
Total 50 100

46
 Sales, Yes , 44%,
44%
Sales, No, 56%,
Yes
56%
No

Diagram no.9

From the above diagram we can say that Yamaha should increase it’s after
sale service to satisfy its customers.

❖ Do you always have your bike serviced at Yamaha service stations?

The response was recorded as under:
Table no.10

ANSWER NO.OF RESPONDENTS PERCENTAGES

Yes 38 76%
No 7 14%
Sometimes 5 10%
Total 50 100%

47
 Sales,
Sometimes,
10%, 10%

Sales, No,
14%, 14%
Yes
Sales, Yes, 76%, No
76% Sometimes

Diagram no. 10

❖ How many Yamaha bike you have owned until now?

The customers were asked “How many Yamaha bike you have owned until
now “. The response was recorded as under:
Diagram no.11

ANSWER NO.OF RESPONDENTS PERCENTAGES

One 12 24%
Two 8 16%
Three 16 32%
Total 50 100%

48
 Sales, Three, Sales, One,
32%, 45% 24%, 33%
One
Two

Sales, Two, Three

16%, 22%

Diagram no.11

❖ Would you like to add any special features in your Yamaha bike?
The response was recorded as under:
Diagram no.12
ANSWER NO.OF RESPONDENTS PERCENTAGES
Style\Looks 6 12%
Electric Start 14 28%
Disc Brakes 10 20%
New Colours 8 16%
Others 12 24%
Total 50 100%
49
 Sales,
Style\Looks,
12%, 12%
Sales, Others,
24%, 24%
Sales,
Style\Looks
Electric\Start,
Sales, New Electric\Start
28%, 28%
Colour, 16%, Disc Brakes
16% Sales, Disc New Colour
Brakes, 20%,
20% Others

Diagram no.12

From the above table it is clear that respondent want to add electric start,
disc brakes etc. in Yamaha bikes. They also want to see Yamaha bike in new
styles and colours. While some respondent had suggest to reduce price, to
increase in mileage, put comfortable seats.

50
 Chapter 4

MAJOR FINDINGS

51
 Major Findings
❖ Mostly the customers are in the age group of 20-30 years.

❖ There is a large portion of the service class in the customer population

followed by student and business class.

❖ Yamaha Motor India Pvt. Ltd. has a market share of about 10% in the two
wheeler automobile industry.

❖ 66% of the customer would like to finance their bike while purchasing.

❖ Yamaha brand is perceived as having good power and technically

sound\less maintenance bikes. Many perceive its features as “just what I
need”.

❖ The dealer’s network is not strong and time to get bike service need is also
not satisfactory where as quality of service, availability of spares, service
cost and treatment by dealer are satisfactory.

❖ The marketing efforts undertaken by Yamaha are not so aggressive as

compared t competitors in the market.

❖ The awareness about Yamaha bikes is created through mainly broadcast

media and print.

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53
 CHAPTE NO .V

SUGGESTIONS AND RECOMMENDATIONS

54
 SUGGESTIONS

After looking into the finding of the survey! I would like to give some
suggestion to the company. So that Yamaha India Pvt. Ltd. can increase its
share in the two wheeler automobile market. It has been found in the survey that
Yamaha bikes are facing problems due to its features of motorcycle. The
customers are basically complaining about the mileage, which is the major
problem the bike is facing. Apart from the survey, what I feel is that the reason
of motorcycle sale not picking up in the market as compared to other brands is
the lack of aggressive marketing

I would like to give 40% of the reasons of not picking up sales of bike to its
product and 60% to the improper marketing strategy which is the main reasons
as to why the company is not able to increase its share in the market.

Company must focus its attention on the marketing aspects of motorcycle

segment because I found to that there is still lack of awareness of the product in
the market which is a matter that has to be carefully looked upon strategically
and move forward to strive for excellence in the market.

In the end, I would say that the customer satisfaction should be the main target
and mission of the company of the company to create the brand loyalty among
the customer.

55
 CONCLUSION

❖ The Yamaha bikes are perceived as power bike in the market.

❖ There is need to reposition Yamaha bikes as mileage is the most attractive

factor in the Indian Customer’s mind.

❖ The company needs aggressive marketing efforts.

❖ The customer satisfaction level is up to the mark.

❖ The company has about 10% market share in the two-wheeler segment of
automobile industry.

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