INTRODUCTION CAR INDUSTRY

TO THE INDIAN

MNCs need to carefully plan their entry into emerging markets. Early commitments to a market often result in first mover advantages that are difficult to replicate. On the other hand, later entrants have the opportunity to learn from the mistakes of the first entrant. The Indian car market offers useful lessons in this context. In Indian Government removed several restrictions in a bid to attract foreign investors into the automobile industry. Among the first to enter was Daewoo of South Korea, with its model Cielo, targeted at the upper end of the market. Other MNCs such as Ford and General Motors also entered the Indian market, followed by Hyundai, Honda, Toyota and Volkswagen. In this case, we shall examine the strategies of some of the major players in the Rs. 18,500/- crore Indian car market and how successful they have been till date. The case is relevant to the issues being covered in this book as the Indian car industry is completely dominated by MNCs*, barring the lone exception, Telco. After the new industrial revolution considerable changes have taken place in the transportation sector, in 11 years. The Indian Car Market has undergone phenomenal changes from the sellers market to the buyers market. The market is flooded with mid-sized cars of different segments like:Today we see the unusual spectacle of too many cars chasing too few Indians. Today, one can observe that as compared to a few years back, in todays automobile market, a principal company offers a wide rang of models of different segment and their variants. Like Indias new-car industry, the used- car segment is booming, while at the same time reflecting changing Indian lifestyles and outlooks. Unofficial estimates gauge the unregulated used- car industry as worth US$ 3.28 billion. Organized used car business is estimated at a more $656 million, though no concrete studies have been conducted. But this might change, as auto majors are now starting to open their own usedcar shops, altering the haphazard way this business was earlier conducted. They offer quality checks, evaluation, warranties, after-sales service and rock- bottom loan options.

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Analysts had expected that the tendency of car owners in developed markets to replace their cars once in three of four years would catch on in India by 2010-12. But the trend already seems to have arrived. Earlier we had people owing the same car for 20-30 years, says Rana Sethi, partner of used-cars dealer Popular Car Bazaar in suburban Mumbai. : Now we have customers changing cars every four months. Refusing to be denied a slice of Indias growing car- sales cake, leading automatic makers have now entered the used-car mela (boisterous festival). Sporting a separate brand name, manufacturers use their new-car networks to sell used vehicle as well. Skoda has its Signature series, Ford India wants to expand is used-car dealership called Ford Assured Maruti Udyog launched True Value and Honda has Siels Auto Terrace. Meanwhile, even as used car sales soar, signs indicate that Indias new-car market might be leveling out. After witnessing a growth-rate high of 30% in April, sales barely touched a 10% improvement in yearon-year figures for May. According to figures from the Society of Indian Automobile manufacturers (SIAM), the apex body of 34 auto and autoengine makers in India, 60,618 new cars were sold in May, compared with 55,165 units in the same month in 2003. But the dip id being put down to political uncertainty and a stock market dive after Mays elections in which a Congress Party-led government came into power. SIAM has also controversially proposed that the government scrap about 70 million old vehicles, including 15-years-old cars and 10-yearsold commercial vehicles. Purportedly on anti-pollution,safety and health grounds, the move could fetch the central government $984.6 million in taxes. Automakers as well could obviously enjoy bigger benefits from enforced car buying, particularly used-car dealers. Expectedly, commercial-vehicle owners who own these ancient vehicles are fuming. The All India Motor Transport Congress says SIAM simply wants to sell more cars, and believes that Indias economy is not ripe enough to scrap 15-years-old vehicles. They threaten to launch an agitation campaign if the government implements the proposal.

If you think deeply enough, ordinary Indian middle-class people are better off not owing a car just to show off that we too own a car,
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Nair says with wisdom from hindsight, Unless the employers pay a good travel allowance for fuel.

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A Segment Maruti 800 Maruti OMNI

B Segment Maruti ZEN/Estilo Hyundai Santro Maruti Wagon-R Fiat Uno TATA Indica Gets Maruti Alto Maruti Swift

C Segment Honda City Hyundai Accent/Verna Chevrolette Optra/Aveo Maruti Varsa Maruti Esteem Ford Fiesta Maruti Baleno Ford Escort GM Opel Corsa Mercedeze Benz

Upper C Segment Honda Civic Hyundai Elantra Hyundai Tucson Toyota Corolla Skoda Octavia

D Segment Honda Accord Toyota Camry Ford Mondeo Opel Vectra Hyundai Sonata Embera

SUV Segment Honda CR -V Hyundai Terracan Hyundai Tuscon Mitsubishi Prado/Pajaro Grand Vitara Ford Endeavor Toyota Land Crusier Mercedes M class

MUV Segment Mahindra Scorpio Mahindra Bolero Toyota Qualish Toyota Innova Maruti Gypsy GM Tavera Ford Tempo Trax Fordtemp o Traveler TATA Sumo TATA Safari

General Information
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Sr. No. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

Particulars Introduction History Of Honda Siel Cars India Ltd. (HSCI) Founders Hondas Global Vision Project At A Glance B.O.D. & Corporate Auditors Size And Form Of Organization Plant Location & Plant Layout Organization Chart Dealership Network

Page No. 5 8 9 9 10 12 13 13 14 15

INTRODUCTION TO HONDA SIEL CARS INDIA

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Honda Siel Cars India Ltd., (HSCI) was incorporated in December 1995 as a joint venture between Honda Motor Co. Ltd., Japan and Siel Limited, a Siddharth Shriram Group company, with a commitment to providing Honda's latest passenger car models and technologies, to the Indian customers. The total investment made by the company in India till date is over Rs. 800 crores. . While the company sold its first 50,000 units in nearly five years, it is today geared to sell more than 50,000 units in a single year. The Honda City, its first offering introduced in 1997, revolutionized the Indian passenger car market and has ever since been recognized as an engineering marvel in the Indian automobile industry. Thereafter, HSCI launched its high-end models the Accord and the SUV, CRV. The City ZX, introduced in its new avatar in 2003, replicated the success of the earlier car. The Honda Civic, launched in India in July 2006, too has matched the success of other Honda models and has proved an instant hit with Indian customers. The green-field project, spread over 150 acres, is located at Greater Noida in Uttar Pradesh. The initial installed capacity of the plan was 30,000 cars per annum, on two-shift basis. This is under expansion to 50,000 cars per annum in this financial year, with a cumulative investment of over Rs. 800 crore. currently, the plan is being run on two shifts. The Company has plant to future raise the capacity to almost 100,000 cars per annum by the year 2010. Companys product include the 8th Generation Honda ACCORD, launched in Auguest,2003 and new Honda CITY, launched in October, 2003 The company is also engaged in selling its CR-V and Civic model through the CBU (Complete Built Unit) importation programmed from Japan. In addition to meeting the growing demands of its popular models City & Accord. The All New Civic & CR-V will be a true global car model, which will be offered to the Indian customers.

Cumulative sales till March 2006 are over 1,14,000 cars, which include about 2,800 unit of CR-V model. Gross sales turnover for the year 2005-06 was over Rs. 2,600 crores and the net profit was Rs. 132 crores.
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The Company has also exported components worth Rs. 11.6 crores during 2005-06.

CBU

and

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HISTORT OF HONDA SIEL (HSCI)

CARS INDIA LTD.

HSCI was established in December 1995, with Honda Motor Co., (Japan) and Siel Ltd. (India) being the key promoters. The company figures among the top players in the Indian premium and luxury car market. HSCI started commercial production in December 1997 with its indigenous level at over 50 %, which has been raised progressively and is currently over 72%. Honda Siel introduced the Honda City Car, an extremely successful engineering marvel, in India in December 1997. In August 2000, Honda Siel added to the line-up by introducing the Honda City VTEC. The internationally successful Honda Accord was launched in July 2001. The company introduced its latest version, the all- new Seventh Generation Honda Accord, in July 2003.

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 FOUNDERS: The history of the Honda Motor Company began with the vision of man Soichiro Honda. His dream was personal mobility for everyone. Soichiro Honda founded the Honda Motor Company in 1948. In the same year, he designed and engineered the first product of this company a 50 cc motorized bike on a bicycle frame in his small shed at Hamamatsu. Today, as we celebrate our 50th Anniversary, Honda is a global company with a global viewpoint and a five-region global strategy this is reflected in a solid commitment to local markets and economies.

HONDAS GLOBAL VISION: Soichiros vision was international in character. His desire was to lead the world in technology, and make a significant contribution to the creation of a better society. As a result, most of the products that Honda developed started out by making a difference. Whether it was the CVCC engine in the sixties or the solar powered car of the nineties, they all sought to challenge and overcome conventional wisdom.

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 PROJECT AT A GLANCE: Name Year of Establishment Promoter :Honda Siel Cars India Ltd. :1997. :Soichiro Honda.

Slogan of the Company : The Power Of Dreams. Registered Office :Plot A1, Sector 40/41, Surajpur Kasna Road, Greater Gautam Baddha Nagar, Uttar Pradesh 20307. Ph. 011-561321-327. :2nd floor, Kamal Theater Complex, Safdarjun Enclave, New Delhi 110 029 Ph. 011-6170533, 6182493, 6183901 Fax : 011-6183884. : A-1, Sector 40/41 (Kasna), Greater Noida Industrial Area, Kasna Surajpur Road, Uttar Pradesh. Ph. 011-8561262, 8561263. Fax : 011-8561261. : Multinational Company. : Maintaining a global viewpoint, they are dedicated to supplying products of the highest quality yet at a reasonable price for worldwide customer satisfaction. : Honda Motors Company, Japan and SIEL Group, India. : City ZX , Civic, Accord, CR V

Office Address

Plant Address

Form of Organization Companys Principle

Collaboration Products

Competitors

: Daimler Chryler India,

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Fiat India, Ford India, Skoda Mercedes Benz General Motors, Hindustan Motors, Hyundai Motor India, Maruti Udyog, TATA Engineering. Website of the Company : WWW.HONDACARINDIA.COM

BOARD OF DIRECTORS & CORPORATE AUDITORS : -- 11--

President & CEO Representative Director Executive Vice President & Representative Director Senior Managing and Representative Director Managing Directors Director

: Mr. Masahiro Takadegawa : Mr.Takeo Fukui : Mr.Satoshi Aoki. : Mr. Minoru Harada with panel of seven more directors. : Mr.,Tatsuhiro Oyama. : Mr. Satoru Kishi,

Director and Advisor

: Mr.Hiroyuki Yoshino

SIZE AND FORM OF ORGANISATION: -- 12--

 Honda Siel Cars India Ltd. A joint venture, of Honda Motor Company. Japan and SIEL Industries Ltd., India is a giant scale industry having an investment of about 800 Crores. As Honda is having collaboration with mote than 80 companies of different count rues are formed under the Multinational Co. having numerous branches or collaboration in other countries of the world. PLANT LOCATION & PLANT LAYOUT:The factory has been set up on a Greenfield site of 150 acres in Greater Noida Industrial Area in the State of Uttar Pradesh. In keeping with HMCIs policy, HMCL has replicated the plant layouts, procedures and systems that characterize Hondas operations throughout Asia. These systems and procedures are tried and tested in other similar markets for plants of similar capacities.

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Organization Chart
President & CEO

Representative Director

Executive Vice President & Representative Director

Senior Managing and Representative Director

Managing Directors

Director

Director and Advisor

Corporate Auditors

Operating Officer

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Dealership Network :SR NO.

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24 25. 26. 27. 28. 29. 30. 31. 32. 33. 34. 35. 36. 37. 38. 39. 40.

CITY
RAJKOT GOA VIJAYWADA AGRA MUMBAI GHAZIABAD VISHAKAPATNAM MADURAI BHUBANESWAR TRIVANDRUM COACHIN BHOPAL KANPUR KARNAL MOINAGAR COIMBATORE JALANDHAR CHANDIGARH PATIALA LUDHIANA PUNE AMRITSAR AHMEDABAD AURANGABAD CALICUT MANGALORE BANGALORE RAIPUR SECUNDERABAD MUMBAI JAIPUR MUMBAI NASHIK INDORE DELHI NAGPUR DELHI BANGALORE KOLKATA LUCKNOW

DEALERS
LANDMARK HONDA COASTAL HONDA SUNDARAM HONDA HERITAGE HONDA ARYA HONDA PRIME HONDA SUNDRAM HONDA SUNDRAM HONDA HIGHWAY HONDA PENINSULAR HONDA PENINSULAR HONDA ABHIKARAN HONDA PUSHP HONDA PRESTIGE HONDA RING ROAD HONDA SUNDARAM HONDA PRESTIGE HONDA PRESTIGE HONDA PRESTIGE HONDA PRESTIGE HONDA DECCAN HONDA PRESTIGE HONDA LANDMARK HONDA DECCAN HONDA PENINSULAR HONDA PENINSULAR HONDA DAKSHIN HONDA SHUBH HONDA SUNDARAM HONDA ICHIBAAN HONDA PINKCITY HONDA LINKWAY HONDA RISHABH HONDA ABHIKARAN HONDA SOUTHEND HONDA BHAVYA HONDA RING ROAD HONDA WHITEFIELD HONDA WINDSOR HONDA FORTUNE HONDA -- 15--

41. 42. 43. 44.

GURGAON CHENNAI SURAT VADODARA

RING ROAD HONDA SUNDARAM HONDA BHAVYA HONDA KAMDHENU HONDA.

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o Photograph of Dealership

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LandMark Honda Rajkot.

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About Hondas Product

Introduction: Honda Siel Cars India Limited is proud of its commitment to offer the very best of Honda to the Indian customer. The company has revamped its complete product offering in the year 2003, with new versions for two of its cars, and launch of a new product, the Honda Civic & CR -V. The old Accord and City cars have been replaced with new generation cars the Seventh Generation Accord and the All New Honda city. The company has also pioneered a new segment in the Indian automobile industry with the launch of Honda Civic & CR-V in 2006, which offers its customers a distinctive combination of the comfort of a Sedan and the thrills of an SUV. All three Honda products have well accepted and highly appreciated in the market. The Honda product family boasts of four names City ZX, Accord, Civic and CR-V, each of which stands out in the market and in the roads, as yet another example of Honda excellence:

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 Honda City ZX:-

OUTPERFORM

Intelligent Dual and Sequential Ignition (i-DSI) engine. High Performance, High Fuel economy & low toxic emissions. Twin Spark Plug system. World Leading friction reduction technology. Colors: Tafeta White, Alabaster Silver, Nighthawk Black, Galaxy Grey, New warm Silver, Royal red. Price : HONDA CITY EXI 7,83,109 HONDA CITY GXI 8,26,437 HONDA CITY CVT 8,94,018 HONDA CITY V-TEC 9,08,396

Honda CIVIC :-

Pure Exhilaration

Engine Type : i-VTEC,

1.8L. 5- Speed AT with Paddle Shift, Grade Logic control & Shift Lock. Synchromesh 5 Forward, 1 Reverse.
Colors : Habanero Red,

Galaxy Grey, Bluish Silver, Tafeta White, Alabaster Silver, Nighthawk Black.
Price : CIVIC (MT)

CIVIC (AT)

12,35,045 13,13,461

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 Honda Accord: The Unbeatable Accord

Unrivalled 3000 cc engine. Ultimate in power & aggression, perfection. 5 speed Automatic Transmission. Extra ordinary comfortable seating.
Colors

: Galaxy Gray, Nightawk Black, Signet White, Desert Mist, Tafeta White. HONDA ACCORD V-Til (AT) HONDA ACCORD V- 6 16,53,789 17,33,206 19,09,011

Price : HONDA ACCORD V-Til (MT)

Honda CR-V :Live Up Intelligent 2.4, i-VTEC engine. 5 Speed Manual or Automatic Transmission. Refined suspension.
Colors : Premium White Pearl

Night Hawk Black, Whistler Silver Metallic, Green Tea Metallic, New Red Pearl.
Price : HONDA CR V(MT)

HONDA CR V(AT)

21,67,778 22,51,936

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 PRICING POLICY:Pricing Policy is the standing answer of the firm to requiring problem of pricing. It provides guidelines to marketing manager to solve appropriate pricing decision. If competition is mainly on price bases then each marketer generally prices their product at the same time level their competition. Honda Siel Cars India Ltd. Itself sets the prices of cars and the margin of dealers commission is added in the company price list.

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Marketing Department SR. NO.

1. 2. 3.

PARTICULARS
Introduction Marketing Past And Present Market Competitiveness Emerging Tools Of Marketing Used By Honda Marketing Research

Page No
23 24 25 25 26

4. 5.

INTRODUCTION :-- 23--

In common parlance, marketing is the process of selling something at a shop or market place. But the concept of marketing has changed from time to time. Initially the producers used to produce the goods, which they sell. Here no consideration was given to needs of the consumers. Thus consumers had no choice but to accept the available product. But now due to development of technologies and also with the increase in competition the concept of marketing has totally changed. Today the producers produce the goods, which the consumer wants and which provides them satisfaction. The definition of marketing has changed from time to time. Some of these definitions are as follows.

As Defined By H.W.Huegy & R.V. Mitchell: Marketing is regarded as the Business of buying and as including those business activities involved in the flow of goods and services between producers and consumers.

As defined By Phillip Kotler: Marketing is a societal process of which individuals and group obtain what they need and want through creating, offering and freely exchanging product and services of value with others. Marketing management is the process of planning and executing the conception, pricing, promotion and distribution of ideas, services to create exchange that satisfy individual and organizational goals. The cars manufactured by Honda are marketed all over the word under the brand name of Honda itself though the names of the cars vary. Today Honda has gained worldwide recognition due to its innovated and quality products. Since its inception Honda not only has build up a reputation of leading car manufacture in the world but is also a leader in other industries such as Generators, Robotics, Two Wheelers. It was the dream of Soichiro Honda, the founder of Honda to build up cars that are technologically most advance along with price affordability. Today Honda cars have become world famous and it sells its cars in nearly each and every part of the world.

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In India Honda works in a joint venture along with Siel limited. It mainly has dealer outlets, which work, in various cities of India. One of such dealer outlet is Landmark Honda. Though Honda setup the dealer outlets in carious cities only these outlets do the selling part and customer care along with maintenance of cars. Honda does rests of the managerial aspects from Japan.

MARKETING PAST AND PRESENT :Marketing may be defined as the process of exchange between seller and buyer. But it also involves various other activities such as planning, promotion, distribution, pricing, services, etc. in order to meet the wants and needs of both the parties in a transaction. Marketing does play an important in the development of Honda but the basic criteria of Honda is always to develop a product keeping in mind the wants and requirements of the consumers. Before entering the Indian market, Honda checked out the requirements of the Indian buyers and then launched their City model, which came out as The Best in its class. Today renewing their City model and Accord model Honda still Holds the grip over the Indian buyers and now they have launch new model Civic and CR-V in 2006. MARKETING COMPETITIVENESS :Each and every business faces competition the automobile industry faces competition. Honda also faces competition from some of the other world class car manufacturers like: 1. Daimler Chryler India, 2. Fiat India, 3. Ford India, 4. Skoda 5. Mercedes Benz 6. General Motors, 7. Hindustan Motors, 8. Hyundai Motors India, 9. Maruti Udyog, 10.TATA Engineering.

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The company has with held its position in this stiff competition also. The main reason behind quality of the product and the trust, which it has gained from the consumers.

Competitive Advantage :Honda products in the world are regarded as the most innovative and advanced in terms of technology. It has been a world leader in technology right from its inception. its v-tech engines and v-6 engines have become world famous. Moreover, Honda renovates the car models from time to time, which keep them along with the changing demand of the customers. Recently they have changed their City and Accord model and both of them have become a grand success. They have introduce their new model All new CR-V and Civic.

EMERGING TOOLS OF MARKETING USED BY THE HONDA

Marketing plays an important role in the success of any business. A company needs to follow the latest trend if they want to withstand the ever- growing competition. HSCI uses various latest marketing tools. One of such tool is that of web facility. The company provides full information about any of its product on the Internet. They also have an online feedback form whereby the customers can view their ideas about the products and other queries to the company. Moreover other strategy, which Honda uses to stay with the generation, is by modifying their cars at a certain fixed point of time . This strategy gives them an edge over their competitors and also develops curiosity among the customers.

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 MARKETING RESEARCH :MARKETING RESEARCH is the systematic design, collection, analysis and reporting of data and finding a reveal to a specific marketing situation facing the company The Marketing Research, of HONDA is carried very extensively. The research job is done from the specialist agencies for it. In this process, sample surveys though questionnaires are the most commonly used method. In the research the attributes that come above are: Effective Marketing Research involves the following steps :Define the problem & Research Objective

Develop The Research Plan

Collect Information

Analyze The Information

Present Findings

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Research Methodology

INDEX
SR. NO.
1. 2. 3.

PARTICULARS
Introduction Research Objective Develop the Research Plan -- Date Sources -- Research Approaches -- Research Instruments -- Sampling Plan -- Contact Methods.

Page No
28 28 29 29 29 29 30 31

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 Introduction: The Research Methodology is the method or path used in studying the problem. If indicates the path of research objective to findings. Research Methodology or Research design is a method about how to go with the research what will be the Schedule of research etc. It answers the questions like what type of research should be done, what should be the sample size, what type of data should be collected, what would be the data collection tool, how the data will be interpreted and how findings will be implement etc.

Research Objective: Marketing research is the systematic design, collection, analysis

and reporting of data and findings relevant to a specific marketing situation facing the company. The first step calls for the marketing research to find the problem carefully and agree on research objective a problem well defined is solved. The main objective of my research work is to find out Consumer Awareness of Landmark Honda. HSCI has selected the following as its objectives. Removal of misunderstanding about the Product. Expansion of Market Collect favorable Public Opinions. To boost up the sales To Strengthen the brand image. To increase popularity of companys product To introduced a new product in market To develop corporate image. To Support and Stimulate dealers and salesmans selling efforts To position the brand in the target Market.

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Develop the Research Plan : The Second Stage of marketing research calls for developing the most efficient plan for gathering the needs information. Designing a research plan calls for decisions on the followings. Data Sources :The researcher can gather the data from primary or secondary source. The primary data are the original data which collected by the researcher only, and the sources for the primary data are consumers, dealers, salesman etc. The Secondary data are the readymade. Data collected by someone use in past. The sources for secondary data are the published survey, general library, media, internal reports etc. For this research reports, I have chosen primary data source collected through customers of the Rajkot district. Research Approaches :There are various approaches of research primary data can be collected in different ways like observation, focus group, Surveys, behavioral data, experiments etc. Out of this I had gone for survey. Survey is the best-suited method for descriptive research to learn about peoples knowledge, beliefs, preferences and satisfaction directly.

Research Instruments :The best instruments in collecting primary data for research are the questionnaires. Questionnaire consists of a set of questions presented to respondents for their answer. Various types of questions, proper sequence, flexibility, easy and interesting are the main ingredients of a good Questionnaire.

Sampling plan: -- 30--

After deciding on the research approach and research instrument, it is necessary to design sampling plan. This plan consist of 3 main decisions : Sampling Unit: Sampling unit should be clefined in a research the target population that will be sampled. Once the Sampling unit is determined, a sampling frame must be developed so that everyone in the target population has an equal chance of being Sampled In this regard, the sampling unit for this survey is all the customers who visit Landmark Honda. The Survey is done at the Landmark Honda only. Sample Size :How many people should be surveyed? Large samples give more reliable result then small samples. However, it is not possible for each & every unit of population to get selected as a sample. samples of less than 1% at the population can often provide good reliability given a credible sampling procedure. So I had decided to take the sample size of 100 customers from Rajkot only. Sampling procedure :How should the respondents to be chosen? I have selected customers of Rajkot .

Contact Method: -- 31--

Once the sampling plan has been determined, it must be decided how the subject should be contacted. There are mainly four method to contact the respondents; mail, telephone, personal or direct contact and online interviews. so for my research I had selected the direct/personal contact. As it is the most effective method, the interviewer can ask more questions and record additional observation about the respondent. This method is require more administrative planning and Supervision and also takes much time for survey but give more effective result also.

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Data Analysis and Interpretation Q. 1 Gender :Result:Gender Male Female Graphical Presentation:Respondent 64 36

36%

64%

Male Female

Interpretation:The above chart shows the gender of the respondents, from the total sample size of 100, there are 64% male & 36% Female.

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Q. 2 Age Group :Result:Age Group 20 to 30 years 30 to 40 years 40 to 50 years 50 Above Graphical Presentation:Age Group

No. of Respondents 12 42 30 16

etation:
Respondent

50 40 30 20 10 0 20 to 30 30 to 40 40 to 50 50 Above

Interpr

According to the result, we may see that most at the consumer who came to enquire about Honda are from age group of 30 to 40 years. Not only that, 30 consumers were from mid age group of 40 to 50 and 16 consumers were above 50 years which shows the cars characteristics. We can say that the Company is successful in targeting the right consumers.

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Q.3 What is your Educational Qualification ? Result:Education Respondents Under Graduate 23 Graduate 29 Post Graduate 17 &above Professional 31 Graphical Presentation:35

Respondent

Respondent Respondent

nter tati

30 25 20 15 10 5 0 Under Graduate Graduate Post Graduate Education &above Professional

I pre on:

The above chart shows the qualification of the respondents, from the total sample size of 100, most of the consumers are professional and minimum consumers are post graduate degree holder.

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Q.4 What is your Occupation? Result:SR. No. 1 2 3 4 5 6 Particulars Business Industrialist Profession Service / job Student others Respondents. 31 6 22 21 12 8

Graphical Presentation:-

40
Respondent 28

30 20 10 0 B u s in e s s d u s tr iaP ro f e s s io ne rv ic e /S tu d e n t o th e r s In lis t S jo b
occupation

Interpretation:The above chart shows the occupation of the respondents, from the total sample size 100, According to the research for consumer awareness most of the consumers are businessman and minimum consumers are industrialist.

Q.5 What is your approximate annual Income?

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Result:Particulars Respondents. Less than 3,00,000 15 3,00,000 -5,00,000 28 5,00,000 -10,00,000 26 10,00,000 Above 11

Graphical Presentation:30 25

Respondent 28

20 15 10 5 0 less than 3 3 to 5 lacs 5 to 10 lacs lacs 10 lacs Above

Income

Interpretation:Out of 100 customer, 80 customer are earning so out of 80 customer. 19 % are lower class level. 35 % lowers middle class people 32% middle class level 14% upper class level.

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Q.6 Do you have a car? Result:Particulars Yes No Graphical Presentation:Respondents.

Respondents 56 44

44%

56%

Yes No

Interpretation:From above chart we may conclude that from 100 consumers selected for research , 56 % already having their own car, where as 44% not having any car currently. .

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Q.7 If yes, which car do you have? Specify the product name Result:Particulars Honda Tata Hyundai Ford Maruti other Graphical Presentation:25

Respondents. 15 24 18 6 21 16

Respondent 28

er ati

20 15 10 5 0

Int pret on:-

Honda

Tata

Brand Hyundai name Ford

Maruti

other

From the above data most of the consumers have Tatas Product and Maruti Product because of less prize.

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Q.8 Are you aware about Hondas Product ? Result:Answer Yes Respondents 100 Graphical Presentation:No 0

100 %

Interpretation:From the above chart all the consumers are aware about Honda company. .

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Q.9 Which car you want to buy from Honda company ? Result:Car Honda City ZX Honda Civic Honda Accord Honda CR-V Graphical Presentation:Car

Respondents 42 28 18 12

45 40

Interpr

etation
Respondent 28

35 30 25 20

:-

The above 15 chart 10 5 Shows 0 that most Honda City ZX Honda Civic Honda Accord Honda CR-V of the consumers want to buy a Honda City and minimum consumers want to buy a Honda CR-V.

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Q.10 From which Source do you come to know about Honda company ? Result:Particulars Friends Advertisement Companys Executive Graphical Presentation:In on:Respondent 28
60 50

Respondents 58 26 16

terpretati

From above 30 chart it is 20 clears that most of the 10 consumer 0 know Friends Advertisement Companys Executive about Honda company by their friends and minimum consumers know about Honda company by companys Executive. .
40

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Q.11 While purchasing a Honda car, which factor influence yours decision Most? Result:Particulars Price Product Brand Name Honda Services Graphical Presentation:Respondents 20 5 63 12

80
Respondent 28

60 40 20 0 P ric e P roduc t B rand S ervic es Nam e Honda

Interpretation:-

The above chart shows that majority of the consumers agreed with Brand name and minimum consumers agreed with the product.

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Q.12 While purchasing Honda product, which factors do you want from following ? Result:Particulars Comfort Looks Price Mileage Graphical Presentation:50

Respondents 14 34 10 42

Respondents

40 30 20 10 0 Comfort Looks Price Mileage

Interpretation:The above chart shows that most of the consumers want a less Mileage in Product. And minimum consumers go for products price.

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Q.13 Would you like to purchase a Honda product? Result:Answer Respondents Graphical Presentation:Yes 63 No 37

37%

63%

Yes No.

Interpretation:Because considering all the above factor, most of the consumers are sure to purchase a car. Where as rest of the consumers are not sure to purchase a car. This shows consumers awareness and determination in the mind of themselves by this way one may get maximum response from the consumers and turn their visit in a successful sales deal.

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Q.14 While purchasing any Honda product which benefits do you consider most? Result:Particulars Services Warranty Schemes Other facility Graphical Presentation:30

Respondents 24 30 28 18

pretati
Respondents

25 20 15 10 5 0 Services Warranty Schemes Other facility

Inter on:The above chart shows that, most of the

Benefits

consumer want warranty as a benefits. .

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Q.15 From following promotional activity by which do you aware about Honda company? Result:Particulars Reference Adds: T.V.,News Paper, Magazine, Hoarding Others Graphical Presentation:Respondents. 61 24 15

70

Respondents

60 50 40 30 20 10 0 Reference Adds: T.V. News Paper, Magazine, Promotional Activity Hoarding Others

Interpretation:From the above chart it is clear that most of the persons know about Honda company by other reference.

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Q.16 What do you feel about activities like discount, loan, festival offers of Honda Companys Showroom? Result:Answer Excellent Good Respondents 44 30 Graphical Presentation:50 40

Ok 18

Poor 8

Respondents

30 20 10 0 Excellent Good Ok Poor

atio

Interpret n:-

The above chart shows that , the consumers want some benefits while purchasing a car, the consumer rated the activities as of the best nature and this replay was as most of them rated as excellent and good.

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Q.17 How do you rate dealership showroom facility in terms of appearance, comfort, cleanliness, car display and layout? Result:Answer Excellent Respondents 21 Graphical Presentation:good 36 Ok 31 Poor 12

40 35 30

Respondents

rpreta

25 20 15 10

Inte tion:-

The above 5 chart 0 Excellent good Ok Poor shows that The customers rated the dealership showroom facility as of the best nature and again replay was positive side most of them rated as good.
.

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Q.18 How do you rate the time period taken to deliver vehicle from booking date till final delivery date. Result:Answer Excellent Respondents 32 Graphical Presentation:35 30

good 25

Ok 30

Poor 13

Respondents

25 20 15 10 5

erpreta

Int tion:-

The above 0 Excellent good Ok Poor chart shows that when this question was put forwarded to be customers the replay was in the affirmative as almost all rated the deliver vehicle from booking date till final delivery date to be of the best nature.
.

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Q.19 How would you compare Honda car with other competitive Brand ? Result:Answer Excellent Respondents 36 good 30 Ok 24 Poor 10

Graphical Presentation:-

40 35 30 25 20 15 10 5 0

Respondents

erpreta

Int tion:-

This result shows Excellent good Ok Poor the effect of the car on the mind of the customers. From all 100, most the customers replay was excellent and minimum customers rated with the car as poor. This is unavoidable as one can not make anything like perfect in all respect because tastes and nature of each customer is different and it affects a lot on their choice.

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Q.20 How was the Honda premises (Landmark Honda) you visited ? Result:Answer Excellent Respondents 32 Graphical Presentation:50 40

overall experience at the

Good 44

Ok 24

Poor 0

Respondents

30 20 10

retatio

Interp n:-

This data shows 0 Excellent Good Ok Poor the overall experience of all 100 customers who visited the showroom. The overall experience of the entire customer with the dealership was goods as they rated the sales deal as a nice experience. Neither of them found any fault during the deal.

Q.21 Give your suggestion about Honda Company.

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Objective:To give the consumers thoughts space where he may express his views or drawbacks of the car, to let him point out any thing to be improvel in the car, about Service or anything relating to the car. Customers want a small car, which can be affordable to a common man as a result everyone can enjoy the benefits of Honda.

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Overall Findings
As we see in the previous pages of analysis, the emphasis was on the study of the consumer awareness which is the topic of the study the overall analysis of these all findings will conclude the fact and suggestions which came to know by this analysis. All the consumers are well aware about Honda Company and all of the consumers have agreed that the Services of give by the Honda Company is very good.

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CONCLUSION
The industrial training and preparation of this report have been very useful for me to get a look into the real business environment whether it is external or internal. The opportunity given to me has created the awareness of real business world and extraordinary knowledge in the excellent field of marketing. Honda is fulfill three parameters like maintenance , excellent mileage, advance technology hence the success ratio is high. HSCI is forgoing ahead into the new millennium rapidly. HSCI always be the first to introduce the technologies of the future to the consumer and always be in the disciplined mode of achieving perfection in al of its actives for making the benchmark in the corporate world. HONDAS slogan: Power Of Dreams MM CONCEPT: Man Maximum Machine Minimum HONDA Well known brand globally It can be said HONDA is truly future technology

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LIMITATIONS
Each and every study has several limitations so in my study. The limitations are as under. 1. The major limitation of the research is the size of the sample. I have analyzed Rajkot corporate with the total sample size 100 only. Therefore the analysis may not show a clear picture of the Rajkot corporate. 2. Time and cost were always a constraint. 3. I conduct survey only on corporate so it gives only corporate data and not data of others customers. 4. Respondents were not open in providing the required information.

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SUGGESTIONS
It is not enough to understand and learn about concept of a multinational say for example HSCI, but from my study I would like to represent following suggestions that should be taken considerably by the company.

1.

Company should also try to introduce a small car, which can be affordable to a common man as a result everyone can enjoy the benefits of Honda. Company should try to improve production so waiting period is less in comparison of demand. Company should a increase the range of product to fulfill different need of different customer at different level.

2. 3.

FUTURE PLANES
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 Honda India To Invest $33 Million To Expand Capacity :On Wednesday, December 14, 2006, The Indian unit of Japans Honda Motor Co. will invest 1.5 billion rupees ($33 million) to expand its plant capacity to 50,000 units a year from 30,000 and will double capacity by 2010. The expanded capacity will accommodate its recently launched City ZX model and the CIVIC, which will hit the roads in 2006, It also includes an enhanced engine assembly unit, a separate door assembly area and a spare parts warehouse, the company said in a statement. The latest investment plan will take its commitments in India to 8 billion rupees, the company said. The firm also makes the Accord family saloon at its plant in the outskirts of New Delhi and imports fully built CR-V sport utility vehicles. Honda mainly competes with the Indian units of Ford, General Motors a Hyundai, beside leader Maruti Suzuki and Tata Motors.

Honda to invest Rs 700 cr in next 5 years:On Tuesday, December 13, 2006, NEW DEHLI, Honda Siel cars India (HSCL) on Tuesday said it would be investing Rs 700 crore in the Indian Market over the next five years. The money will be used for capacity expansion as well as new launches, HSCL President and CEO, Masahiro Takedagawa told reports in New Delhi.

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BIBLIOGRAPHY
For getting the information for the aspects of theory and practical knowledge. I have referred below listed Books and Web Sites:1. 2. 3.
4.

Marketing Management Pholip Kotler. Marketing Management Sherlekar. WWW.WHATAHONDA.COM WWW.HONDACARINDIA.COM

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Market Research On Consumer Awareness Of Landmark Honda

Note :1. This research is for educational purpose only. 2. Please tick mark the appropriate box. 3. please give up the relevant information. Name :Address :Ph. No. :1. Gender :Male : Female : 2. Age :20 to 30 year 30 to 40 year 40 to 50 year 50 Above 3. What is your Educational Qualification ? Under - Graduate Graduate Post Graduate & Above Professional Mobile No. :-

4.

What is your Occupation?

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Business Industrialist Professional Service /job Student Other 5. What is your approximate annual income ? Below 3,00,000 3,00,000 5,00,000 5,00,000 10,00,000 10,00,000 Above 6. Do you have a car? Yes No If Yes, which car do you have ? Specify the Product Name Honda Tata Hyundai Ford Maruti Other Are you aware about Hondas Product ? Yes No Which Car do you want to buy from Honda Company? Honda City ZX Honda Civic.
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7.

8.

9.

Honda Accord Honda CR-V 10 From which source do you come to know about Honda Company ? Friends Advertisement Companys executives 11 While Purchasing a Honda Product, which factor influence your decision Most? Price Product Brand Name (Honda) Services 12. While Purchasing Honda Product, which factor do you want from following? Comfort Looks Price Mileage 13 Would You like to purchase a Honda Product ? Yes No While purchasing any Honda Product which benefits do you consider most? Services
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14

Warranty Schemes Other Facility 15. From following promotional activity by which do you aware About Honda Company? T.V. Ads. Newspaper Magazine Hoardings
16.

What do you feel about actives like discount, loan, festival offers of Honda Companys Showroom? Excellent Good Ok Poor

17.

How do you rate dealership showroom facility in terms of appearance, comfort, cleanliness, car display and layout? Excellent Good Ok Poor

18.

How do you rate the time period taken to deliver vehicle from booking date till final delivery date. Excellent
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Good Ok Poor 19. How would you compare Honda car with other competitive Brand ? Excellent Good Ok Poor 20. How was the overall experience at the Honda premises (Landmark Honda) you visited ? Excellent Good Ok Poor 21 . Give your suggestion about Honda Company.

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