A Project Report submitted in
partial fulfillment of the requirements for
A project cannot be said to be the work of an individual. A project is a combination of views and ides, suggestions and contributions of many people. I am extremely thankful to my project guide who gave me an opportunity to do this project report as a part of the curriculum.
I wish to express my sincere gratitude to Hero Honda Company Staff & dealers whose valuable information throughout my project work.
Also I wish to thank all the respondents who gave me some of their valuable time to fill up the questionnaires, without which the project study wouldn’t have been a success.
TABLE OF CONTENTS
← Objectives of the Project
← Scope of the Project
← AUTO INDUSTRY- A REVIEW
← Company profile
← marketing strategies
← Marketing communication
← sales promotion
← COMPARATIVE MARKETING STRATEGies
← AUTO MOBILE SALES FIGURE
← RESOURCE LED STRATEGIC DEVELOPMENT
← CORE COMPETENCIES
← SWOT ANALYSIS
← To study the marketing mix of Hero Honda Company
← To study its life cycle initial stage, growth and maturity.
← To study various promotional strategies and know about the current strategies keeping in mind the cut throat competition and arrival of Honda Company in India.
← To focus on comparative study of different products of Hero Honda company
← Different range of Products; their success and failure.
← To study overall financial performance of Hero Honda Company.
SCOPE OF THE PROJECT
← The project involves, the study of the segmentation, targeting & positioning of Hero Honda two-wheeler in the market. And what people think about it.
← Hero Honda. It includes carrying out a survey among customers & the industry people as well as the retailers. It also involves the devising of repositioning of the existing brand by some modifications; advertisement should be so made that the targeted segment comes to know what the bike is. How is it better from others. So, that in near future this bike becomes a grand success. Information regarding the market share, cost factors, the marketing and promotional strategies etc was collected from primary data sources.
ABOUT THE CHAIRMAN
Brijmohan Lall Munjal – Seeding a Dream
"Don't dream if you can't fulfill your dreams'' Brijmohan Lall Munjal is often fond of saying. The founder and patriarch of the $ 2.8 billion Hero Group is your classic first generation entrepreneur. He is a man who started small, dreamt big and used a combination of grit and perseverance to create one of the country's largest corporate groups and the World's No.1 Two Wheeler Company.
Instinctive from a young age, Brijmohan Lall made a rather unusual start in life. Around the time when the freedom movement in India was taking shape in the late 1920s, he walked into a newly opened Gurukul (Indian heritage school) near his home in Kamalia (now in Pakistan). He was only six years old then.
Thus began an extraordinary tale of courage and perseverance. Brijmohan began his business story after partition in 1947, when he and his brothers relocated to Ludhiana. The family set up a company that provided poor people with basic transport (cycles). Three decades later, as India evolved, he added a second crucial chapter - which visualized affordable and technologically superior transport to millions of middle class Indians. The rest is history.
When Brijmohan and his brothers started out, there was no concept...