Honda City Marketing Research

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ACKNOWLEDGEMENT
The project in its present form and state would not have been possible had it not been for the able guidance and support of Prof. Sandip Anand whom we always looked up to, when faced with any difficulty and have disturbed him at all times and hours. We would also like to thank our seniors and classmates who provided us with references required for collection of data. No research would be successful, without the active involvement of the respondents and we take this opportunity to thank our various respondents for having patiently filled our response sheet. EXECUTIVE SUMMARY

BACKGROUND
The first automobile was steam powered vehicle invented in 1672. Since the first car rolled out on the streets of Mumbai (then Bombay) in 1898, the Automobile Industry of India has come a long way. During its early stages the auto industry was overlooked by the then Government and the policies were also not favorable. As a result automobiles were not a common sight. However with liberalization policy adopted y the GOI, significant changes have been made. Today, India is one of the largest markets for automobiles in the world. Our research is concerned with the sedans. A sedan car or saloon car (British English) is a passenger car with two rows of seats and adequate passenger space in the rear compartment for adult passengers. The vehicle usually has a separate rear trunk for luggage, although some manufacturers such as Chevrolet, Tata, and Volkswagen have made rear-engined models. It is one of the most common body styles for modern automobile LITERATURE REVIEW

We studied some current literature and news reports available on the growing mid segment sedan market in India. There is a huge shift that is currently happening as far the car market is concerned. Companies are now starting to believe in the “India Growth Story”, and changing their focus to lure high spenders and people who are connoisseurs of luxury and premium cars. All companies have either entered or planning to enter this segment. Some of the latest reports from the executives (or the company) of some of the leading players in the market are as mentioned below. Speaking to Business Standard, Fumihiko Ike, chief operating officer of regional operations, Asia Oceania, Honda Motor Company, said: "There will be multiple models coming out of the small car platform after its launch in 2011. We will explore a sedan, too, using the same platform to make maximum use of our resources." While Japan's third largest auto company, Nissan, had stated earlier that it would also pull out a mid-sized sedan from the small five-seater car that it would launch this May. Toyota Kirloskar Motors will be launching a sedan based on the concept compact model, which it had showcased at the recent Auto Expo held in Delhi. Company officials decline to reveal the targeted price, but state it will be available in the same range as the Swift Dzire, which is Rs 4.90-5.5 lakhs. Czech-based car maker Skoda Auto is also working on a car which it is keen on positioning below the Octavia, a premium car sold above Rs 10 lakhs. Thus, this area presents a huge marketing opportunity for companies and so is an exciting subject for study as well. CATEGORY

The brands this study would cover are Ford Fiesta, Maruti Suzuki SX4, Hyundai Verna, Fiat Linea and Honda City. Research Methodology
Prime focus of the research: To find the value positioning of Honda City among the mid segment sedans. Target Group
Since we were studying the mid and the premium segments there are three groups that we targeted in our study: Existing consumer who buy cars.
Probable consumers who can convert into active consumers into near future. Consumers who shall be converting into such category in distant future. We basically studied the following categories of people for our analysis: Working professionals...
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