A PROJECT REPORT ON

MARKETING STRATEGIES & BUSINESS

PROMOTION
OF HERO MOTOCORP'S LTD.

AMITY SCHOOL OF BUSINESS, NOIDA

AMITY UNIVERSITY, UTTAR
PRADESH

UNDER THE GUIDANCE OF SUBMITTED BY

MS. PRIYA SOLOMAN ARPIT ARORA
A3906416331
PROFESSOR, AUUP-NOIDA BBA [2016-2019]

1
 AMITY SCHOOL OF BUSINESS, NOIDA

ACKNOWLEDGEMENT

I am highly indebted to Ms. Priya, for her valuable inputs at the various stages
of the project and for providing valuable advice in designing and implementing
various research tools to collect relevant data.

I am thankful to those individuals who gave in their precious time in filling the
questionnaire and providing their immense cooperation without which the
project would not have been possible.

Finally, I would like to state that the project not only fulfilled an academic
requirement, but would also help me in future endeavors in the years to come

ARPIT ARORA

2
 DECLARATION

I, Arpit Arora, student of Bachelor of Business Administration from Amity

school of Business, Noida, Uttar Pradesh hereby declare that I have completed
project on MARKETING STRATEGIES & BUSINESS PROMOTION OF HERO
MOTOCORP'S LTD. as part of the course requirement.

I further declare that the information presented in this project is true and
original to the best of my knowledge.

ARPIT ARORA

3
 TABLE OF CONTENTS:-

Executive Summery------------------------------------------------- 5

Over view Automobile Sector ------------------------------------- 6

Company Profile ----------------------------------------------------- 8

Marketing Strategy-------------------------------------------------- 12

Product Profile & placement-------------------------------------- 13

Boards of Directors-------------------------------------------------- 18

Industry Scenario---------------------------------------------------- 20

Objective of study--------------------------------------------------- 23

Scope and Limitation---------------------------------------------- 24

Product Range-------------------------------------------------------- 25

Fact and Figure (Analysis)----------------------------------------- 31

Conclusion ------------------------------------------------------------ 38

Bibliography---------------------------------------------------------- 39

4
 EXECUTIVE SUMMARY

The objective of my project report was to have a complete inside look in Automobile
industry. The study is done to understand Marketing Stg. and Business Promotion of HERO
MOTOCORP'S and what strategies are required to increase customers base further along
with an edge over competitors.

For this purpose I conducted a market survey to know about the various players and their
preference in the industry taking into consideration the various services and the services
related services provided by them. The stepwise methodology used included sampling,
secondary research, survey research done through personal interviews and interaction with
people of different industry. The data was then tabulated and analyzed. The information thus
used by the survey was then to discover the reasons for brand preference.

The report commences with a brief profile about the Automobile industry and the players in
the Indian market. A brief profile about HERO MOTOCORP'Shas also been given which
carves the way for the introduction of the various services offered by the company and their
various features. The research methodology and the data analysis are interpreted using
various statistical tools.

5
 OVERVIEW OF AUTOMOBILE SECTOR IN INDIA

The Automobile sector is one of the fastest growing manufacturing sectors in India.
In the 90s the industry witnessed an average growth rate of above 20 percent.
Indian Automobile Industry is characterized by a very high percentage (75 per cent)
of two wheeler production, ranking second only to Taiwan.
The world leaders in the sector are evincing keen interest in establishing
manufacturing facilities for manufacturing and assembling components.
A politically stable and vibrant State, Andhra Pradesh is centrally located with the
support of seaports, international airports, assured and reliable power supply,
abundant water, broad base of auto component manufacturers, highly trained, skilled
and disciplined manpower and is therefore, the preferred location for Automobile
industries.
The interest of the state has been duly noted by Global Auto Majors, who have
indicated their interest to consider Andhra pradesh for establishing manufacturing
facility.
The Government of Andhra Pradesh invites leaders in the industry to set up
manufacturing facilities to manufacture vehicles or vehicle components in the State.
The ideal places to locate companies in the Auto Sector are the Hyderabad-
Zaheerabad, Visakhapatnam-Kakinada, Krishnapatnam-Tada-Sathiveedu and
Vijayawada-Guntur corridors.
The Government is also formulating an Auto Policy, which would give a proper
direction to the growth of the sector.
There are more than 20 auto component manufacturing companies in the State,
manufacturing components such as grey-iron castings, precision aluminium castings,
leaf springs,oils and lubricants, diesel fuel injection equipment, electronics and auto
electronics and auto electrical, front axles, gears, forging, machined components,
pressed metal components, pistons, cylinder liners, nozzles, delivery valves, starter

6
 motors, alternators, electronic regulators, high pressure die castings, clutch covers,
fuel filters ,etc.
Most of these components are presently being supplied to Hero Honda, TVS Suzuki,
Escorts Yahama, Bajaj and others. Amaron Batteries are manufactured in Chittoor
district. Around 119 components manufacturers have been certified for ISO 9000
quality standards and seven companies achieved the QS 9000 quality standard set by
government and motors association. Automobile is one of the largest
industries in global market. Being the leader in product and
process technologies in the manufacturing sector, it has
been recognized as one of the drivers of economic growth.
During the last decade, well directed efforts have been
made to provide a new look to the automobile policy for
realizing the sector's full potential for the economy.
Aggressive marketing by the auto finance companies have
also played a significant role in boosting automobile
demand, especially from the population in the middle
income group.
Our premise is the service quality in before and after will buy from the firm that the
perceive offers the highest customers delivered value. Customers delivered value is
the difference between total customer value & total customer cost.(or) service. Total
customer cost is the bundle of costs customers expect to incur in to Osmania Journal
of Management evaluating, obtaining, using and disposing of the product / service.

If the performance exceeds sex petitions the customer is highly satisfied or

delighted. Many companies are aiming for high satisfaction because they are much less
ready to switch. Buyers expectations formed on the basis of past buying experience ,friends
& associates advice and marketers and competitor information and promises. If market
raise expectations too high, the buyer is likely to be disappointed .Even if the company sets
expectations too low, it wont attract enough buyers. So the expectations should match the
performance.

7
COMPANY PROFILE

Hero MotoCorp Ltd. (Formerly Hero MotoCorp's Ltd.) is the world's largest
manufacturer of two - wheelers, based in India. In 2001, the company achieved the
coveted position of being the largest two-wheeler manufacturing company in India and
also, the 'World No.1' two-wheeler company in terms of unit volume sales in a calendar
year. Hero MotoCorp Ltd. continues to maintain this position till date.

The story of Hero MotoCorp'sbegan with a simple vision - the vision of a mobile and an
empowered India, powered by its bikes. Hero MotoCorp Ltd., company's new identity,
reflects its commitment towards providing world class mobility solutions with renewed
focus on expanding company's footprint in the global arena.

Hero MotoCorp's mission is to become a global enterprise fulfilling its customers' needs
and aspirations for mobility, setting benchmarks in technology, styling and quality so that
it converts its customers into its brand advocates. The company will provide an engaging
environment for its people to perform to their true potential. It will continue its focus on
value creation and enduring relationships with its partners.
Hero MotoCorp's key strategies are to build a robust product portfolio across categories,
explore growth opportunities globally, continuously improve its operational efficiency,
aggressively expand its reach to customers, continue to invest in brand building activities
and ensure customer and shareholder delight.

Hero MotoCorp'shas a reputation of being the most fuel-efficient and the largest selling
Indian motorcycle. Its commitment of providing the customer with excellence is self-evident.
A rich background of producing high value products at a reasonable price led the world's

8
largest manufacturer of motorcycles to collaborate with the world's largest bicycle
manufacturer.

9
 KEY POLICIES -
A company that believes in maintaining ecological standards along with business
standards. "We must do something for the community from whose land we
generate our wealth." - Chairman Dr.Brijmohan Lall
Munjal..
At Hero MotoCorp, our goal isn't limited to business but encompasses the broader
spectrum of serving humanity through social initiatives. Hero MotoCorp takes a stand
as a socially responsible enterprise respectful of its environment. Hero MotoCorp has
been strongly devoted not only to environmental conservation programs but also
expresses the increasingly inseparable balance between economic concerns,
environmental and social issues faced by business. A business must not grow at the
expense of mankind but must serve humankind at large.

ENVIRONMENT POLICY
We at Hero MotoCorp have been committed to demonstrate excellence in our
environmental performance on a continuous basis, as an intrinsic element of our
corporate philosophy
To achieve this we commit ourselves to:
Integrate environmental attributes and cleaner production in all our business
processes and practices with specific consideration to substitution of hazardous
chemicals and strengthening the greening of supply chain.
Continue product innovations to improve environmental compatibility.
Comply with all applicable environmental legislation and also controlling our
environmental discharges through the principles of "alara" (as low as
reasonably achievable).
Institutionalize resource conservation in the areas of oil, water, electrical
energy, paints and chemicals.
Enhance environmental awareness of our employees

10
 QUALITY POLICY
Excellence in quality is the core value of Hero MotoCorp philosophy.
We are committed at all levels to achieve high quality in whatever we do, particularly
in our products and services which will meet and exceed customer's growing
aspirations through:
Innovation in products, processes and services..
Continuous improvement in our total quality management systems.
Teamwork and responsibility.

SAFETY POLICY
We believe that safe work practices lead to better business performance, motivated
workforce and higher productivity.
We shall create a safety culture in the organization by:
Integrating safety and health matters in all our activities.
Promoting safety and health awareness amongst employees, suppliers and
contractors.
Continuous improvements in safety performance through precautions besides
participation and training of employees.
Ensuring compliance with all applicable legislative requirements.
Empowering employees to ensure safety in their respective work places.

Advantages of Corporate Sales at Hero:

Single window processing for delivery at multiple locations
No running around for documentation
Attractive finance options
Hero MotoCorp Passport - Unique CRM Program
Bulk Incentive Schemes

11
 HERO MOTOCORP'S
"Hero", the brand name symbolizing the steely ambition of the Munjal brothers, came into
being in the year 1956. From a modest manufacturer of bicycle components in the early
1940's to the world's largest bicycle manufacturer today, the odyssey was fueled by one
vision - to build long-lasting relationships with everyone, including workers, dealers and
vendors. This philosophy has paid rich dividends through the years.

Hero, a name synonymous with two wheelers in India is today a multi-unit, multi-product,
geographically diversified Group of companies. Through fully integrated operations, the
Munjals roll their own steel, make critical components such as free wheels for their bicycles,
and have the foresight to simultaneously diversify into myriad ventures, like product
designing, IT enabled services, finance and insurance, just to name a few.

Like every success story, Hero's saga contains an element of spirit and enterprise; of
achievement through grit and determination, coupled with vision and meticulous planning.
Throughout its success trail, the Hero Group and its members have displayed unwavering
passion of setting higher standards for themselves and delivering simply the best to their
customers.

The Hero Group philosophy is: "To provide excellent transportation to the common man
at easily affordable prices and to provide total satisfaction in all its spheres of activity."
Thus apart from being customer-centric, the Hero Group also provides its employees with a
fine quality of life and its business associates with a total sense of belonging.

"Engineering Satisfaction" is the prime motive of the Hero Group and it has become a way
of life and a part of the work culture of the Group. This is what drives the Group to seek newer
vistas, adopt faster technology and create quality driven products to the utmost satisfaction of
customers, partners, dealers and vendors.

12
MARKETING STRATEGIES OF HERO MOTOCORP'S Ltd.

By everyone. The farmer in Punjab. The fisherman in Kerala. The trader in Mumbai. And the
worker in Bengal. Imagine having a place in their hearts. Imagine echoing their heartbeats.
Imagine being part of the great Indian fabric.

Thats the great Indian dream. Of every company and it is what Hero MotoCorp'sis trying to
accomplish through its advertisement and marketing initiatives for the entire range of Hero
MotoCorp'smotorcycles and the latest campaign broadcasted onn all premier channels desh
ki dhadkan is a step in that direction. Says Navroze D. Dhondy, CEO, Percept Advertising,
which made the 60-second television commercial, "We wanted to say that Hero
MotoCorp'swas more than a bike. It was a friend, something that has been part of your life,
something that has shared your best moments."

So who's the target? Everybody. The models in the advertisement range from children to old
people. The message? Everybody needs a Hero Honda. In the shape of a CD100, or a CBZ,
or a Splendor, or a Street. "Desh ki Dhadkan" is the catch line. "Dhak, Dhak," the message.
"We echo the heart beat of every Indian," the claim. "We were looking for something new.
We wanted to tell the viewer that we were way above the rest," says Atul Sobti, senior vice-
president, marketing, Hero Honda.

Did somebody say new?

The India theme was plugged by Bajaj Auto with its Buland Bharat ki Buland Tasvir. Then
there was Apollo Tyres, Reynolds, Bharti Telecom A route numerous companies have
treaded time and time again.

"This is a campaign by the right company at the right time. We waited till we were actually
the heartbeat of India," says Sobti. "That's why we went in for an umbrella kind of
advertising," adds J. Narayan, advertising manager, Hero Honda. "We wanted to
communicate two things. Our market leadership and the joy of ownership. We wanted to
reach our audience at a very emotional level."

13
 PRODUCT PROFILE OF HERO MOTOCORP'S

Hero MotoCorp'sSplendor

The most successful model of Hero MotoCorp's ltd which has caught the fancy of Indian
customers. Its sale accounts for 40 % of the product profile. The reason for its success is the
unbeatable mileage. A combination of style and economy makes the Splendor is a bike worth
investing in. The latest from the Hero MotoCorp's factory offers both performance and looks.
It has good looks, excellent handling characteristics and a smooth drive over any type of
terrain, thanks to the changes in the suspension at front and near as well as the new frame
design. All these features contribute to the Splendor being one of the best selling four stroke-
two-wheelers in India.

14
Hero MotoCorp'sStreet 100

The Street 100 is Hero Motor's latest two-wheeler on offer in the step-through category. The
Hero MotoCorp'sStreet 100 is equipped with unique features like city-clutch, which is
designed specially for city driving. It has rotary gears, which allow the rider to flip directly
from the fourth gear to neutral once the bike has come to a halt, a must for the present stop-
and-go traffic. A self-starter button comes as an option. The Street can be purchased with a
variety of seat layouts and has options like a water pump, spray can, larger luggage tray, etc.
Its major competitor is the much cheaper K4 from Kinetic. Major plus points that justify the
higher price are the centrifugal clutch and the rotary gears. However, the liberal use of
plastics negates much of the feel good factor and has hindered sales to a large extent.

Hero MotoCorp'sCBZ

15
The Hero MotoCorp'sCBZ (pronounced CeeBeeZee) is the latest offering from Hero
MotoCorp'sfor the Indian market. With a 156cc engine, the company claims that the bike has
a top speed of 100kph within 5.6 seconds. Though the bike has the largest displacement
engine, its top speed doesnt match up to many of its competitors. In all other respects, it is a
bit too early to decide whether the CBZ will sell in the same numbers as the Splendor.
Though the initial market response has been good, only time will be the final arbiter. It was
the first attempt by the company to target youth who would love to drive a bikes whch have
sleek looks and don`t mind shelling out few extra bucks for it . Initially it was accepted by
the customers very well but due to high maintenance costs its not a hot seller for the
company.

Hero MotoCorp'sCD 100 SS

CD100SS is designed for those who live life in the fast lane, rough and tough, for those who
would love to take a bike on the stumbling village roads. It shares almost all components
with the CD100, except for the additional reinforcement. With larger, reinforced shock
absorbers, wider tyres, heavier body weight and engine guard, the Hero MotoCorp'sCD 100
SS weights slightly more, resulting in some cut down in the fuel economy it offers. Minor

16
problems of the CD100 have been rectified in the SS model. If you wish to ride into the
hinterland, this is the bike for you. It is a modified version of cd 100.

PLACEMENT OF HERO MOTOCORP'S

A thorough understanding of the fast-changing consumer behavior, new market segments

and product opportunities along with sensitivity to changing customer needs, form the core
of Hero's marketing strategy and philosophy.

At Hero we essentially have a completely customer-driven approach. A nation-wide dealer

network comprising of over 3,500 bicycle dealers, 350 dealers for mopeds and 225 franchise
holders for motorcycles, ensures convenient access to the Group's products across the
country.

Conventionally, very few Indian bicycle manufacturers were interested in exports. However,
the Hero Group's foray into the overseas markets pioneered Indian exports in the bicycle
segment as early as 1963.

While initial exports were restricted to Africa and the Middle East, today more than 50
percent of the Group's bicycle exports meet the demands of sophisticated markets in Europe
and America. This is primarily because of appropriate product development and excellent
quality that Hero offers.

The Group has undertaken a steady up gradation of technologies and there has been
diversifications and setting up of newer establishments to meet stringent international
standards.

At the core of it all is a customer-centric scheme of policies and production and the bottom
line is to "Add Value while Engineering Satisfaction."

17
 VISION OF THE COMPANY
The Legend of Hero Motocorp's

What started out as a Joint Venture between Hero Group, the worlds largest bicycle
manufacturers and the Honda Motor Company of Japan, has today become the Worlds single
largest two wheeler Company. Coming into existence on January 19, 1984, Hero Motors
Limited gave India nothing less than a revolution on two-wheels, made even more famous by
the Fill it Shut it Forget it campaign. Driven by the trust of over 5 million customers,
the Hero MotoCorp'sproduct range today commands a market share of 48% making it a
veritable giant in the industry. Add to that technological excellence, an expensive dealer
network, and reliable after sales service, and you have one of the most customer-friendly
companies.

This is proved by the companys sales over the years:

1985.86 43,000 units
1989.90 96,200 units
1998.99 5,30,600 units
1999-00 7,61,210 units
2000-01 10,29,555 units
2001.2 14,25,195 units
2002.3 17,78.392 units
Customer satisfaction, a high quality product, the strength of Honda technology and the Hero
groups dynamism have developed HTML scale new frontiers and exceed limits.

In the words of Mr. Brijmohan Lal Munjal, the Chairman and Managing Director, We will
continue to make every effort required for the development of the motorcycle industry,
through new product development, technological innovation, investment in equipment and
facilities and through efficient management.

18
19
 BOARD OF DIRECTORS

Name of the Directors Designation

1 Mr. Brijmohan Lall Munjal Chairman & Whole-time Director
2 Mr. Pawan Munjal Managing Director & CEO
3 Mr. Toshiaki Nakagawa Joint Managing Director
4 Mr. Sumihisa Fukuda Technical Director
5 Mr. Om Prakash Munjal Non-executive Director
6 Mr. Sunil Kant Munjal Non-executive Director
7 Mr. Masahiro Takedagawa Non-executive Director
Mr. Satoshi Matsuzawa
8 Non-executive Director
(Alternate Director to Mr. Takashi Nagai)
9 Mr. Pradeep Dinodia Non-executive & Independent Director
10 Gen.(Retd.) V. P. Malik Non-executive & Independent Director
11 Mr. Analjit Singh Non-executive & Independent Director
12 Dr. Pritam Singh Non-executive & Independent Director
13 Ms. Shobhana Bhartia Non-executive & Independent Director
14. Mr. Meleveetil Damodaran Non-executive & Independent Director
15. Mr. Ravi Nath Non-executive & Independent Director
16. Dr. Anand C. Burman Non-executive & Independent Director

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MEDIA USED BY HERO MOTOCORP'S FOR
PROMOTION

TELEVISION ADVERTISEMENT

CAMPUS ROCK IDOLS

HERO MOTOCORP'SSA RE GA MA PA

MTV HERO HONDA

ROADIES
MTV Hero MotoCorp'sRoadies has been the longest running adventure reality
series on Indian television and among the only ones that has grown in
popularity, scale and viewership over various seasons

TERRAQUIZ
The Energy and Resources Institute (TERI) and Hero MotoCorp's Ltd. ,
the world's largest two-wheeler manufacturer, in association with the
Ministry of Environment & forests (MoEF), organises TerraQuiz , a one-
of-its-kind international inter-school environment quiz competition

PRINT MEDIA

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 INDUSTRY SCENARIO

In the present scenario of automobile industry the major companies are: -

Manufacturers Products % of market share

HERO HONDA Motorbikes 75% market share

BAJAJ AUTO Scooter+Motorbikes+ Scooterate 25% market share
LML Scooter+Motorbike+Scootrate 30% market share
TVS Motorbikes+Scootrate 15% market share
YAMAHA Motorbikes 15% market share
ENFIELD Motorbikes 10% market share

According to the recent results company (Hero Honda) registered a sales increased by 24.5%
over the past years. Same month TVS also registered increase of 45% while the other
companies are not enjoying quiet good increase in sales. While the whole industry registered
an increase of about 17% only. So in present scenario the Hero MotoCorp'scomes as the
leader of whole automobile segment while there is immense competition in industry to get
the highest market share.

22
BRAND AMBASSADOR

The company signed the Indian skipper of cricket team Saurav Ganguly, Virendra Sehvag,
Harbhajan Singh, Zaheer Khan & Yuvraj Singh as its brand ambassadors joining the add
campaign together to promote Ambition. All of these celebrities are the member of Indian
cricket team and very much popular in younger generation. In the last year with the launch of
its new premium bike Karizama Hero MotoCorp'ssigned its new brand ambassador who is a
cine star and is also very popular. He is Hritik Roshan.

Service Your Bike

Hero MotoCorp'shas always taken a lead in terms of defining service standards in two
wheeler industry with an aim to provide "Total Customer Satisfaction" for their valuable
customers across the country and also internationally. We are constantly endeavoring to
improve the quality of our service facilities at our Dealerships. The first and foremost step to
achieve this was creating Automated Workshops at our Authorized Dealerships and Service
Centers across the country.

Automated Workshops
Hero MotoCorp'shas the largest chain of Automated Workshops providing service to their
valuable customers by using latest service technology. Automated Workshops have standard
layout, hydro electric motor cycle lifts, dust free engine rooms and use pneumatic tools and
equipment to ensure quality repair in customers motorcycle. The workshop environment and
usage of pneumatic tools increases mechanics efficiency and their motivation to provide
quality service. The layouts have been standardized to ensure that there is a transparency of
service. The customers can view their motorcycle repair while sitting comfortably watching
TV or relaxing in the customer lounge. Workshop Automation has become a mandatory
service standard for all Hero MotoCorp'sDealers and Service Centers.

23
CUSTOMER SERVICE
Hero MotoCorp'skeeps on taking always-new initiatives to maintain its leadership on service
as well as enhance customer satisfaction level on an ongoing basis. Some of the new
initiatives related to customer service are as follows: -

Service Advisors at Dealerships

Service Plus Scheme for customers
Pre Paid Reply Cards
Automated Mobile Service Workshops
Mega Millennium Camps
On the Job Training Programmes
Local Mechanics Training

There are many more initiatives, which we keep on taking along with our dealers to keep our
customers always in our mind on top priority.

24
 OBJECTIVE OF THE STUDY

The study was done primarily with the following objective in mind.

To study the brands of Hero MotoCorp's& consumers perception with its

competitors.

To know why people buy Hero MotoCorp'sand why some people prefer other
company.

To study the features of different brands that give a good idea of various products and
services offered by the company.

To understand the competitive environment in which the company is operating and is

desired to meet customer need and satisfaction.

To provide useful information to the company about the product features of various
competing companies.

SCOPE OF THE STUDY

Hero MotoCorp's is spreading its wings and widening its business horizon to reach and serve
customers at new centers in the year ahead. The company services are backed by a highly
motivated and technology driven team to achieve customers need, product expertise and
geographic reach.

25
The study is oriented towards the concept of different brands offered by Hero MotoCorp's
and its competitors to its customers. The company has endeavored to move fast in providing
market solution, which maximize customer needs and convenience, using multiple delivery
channels in composing the agency network, service centers, lower service cost and increased
efficiency.

LIMITATIONS OF THE STUDY

As said a basic research was conducted at the company to enable the company to assess how
far the customers are satisfied with product and services of Hero Honda. During the course of
the study the following limitations were observed:

The method will be unsuitable if the number of persons to be surveyed is very less as
it will be difficult to draw logical conclusions regarding the satisfaction level of
customers.

Interpretation of data may vary from individual depending on the individual

understanding the product features and services of the company.

The method lacks flexibility. In case of inadequate or incomplete information the

result may deviate.

It is very difficult to check the accuracy of the information provided.

Since all the products and services are not widely used by all the customers it is
difficult to draw realistic conclusions based on the survey.

26
 PRODUCT RANGE OF HERO MOTO

CBZ

The Hero MotoCorp'sCBZ (pronounced

CeeBeeZee) is the latest offering from Hero MotoCorp'sfor the Indian market. With a 156cc
engine, the company claims that the bike has a top speed of 100kph within 5.6 seconds.
Though the bike has the largest displacement engine, its top speed doesnt match up to many
of its competitors. In all other respects, it is a bit too early to decide whether the CBZ will
sell in the same numbers as the Splendor. Though the initial market response has been good,
only time will be the final arbiter.

Technical Specifications
Engine : Four-stroke/petrol
Transmission : Four-speed
Engine Displacement : 156cc
Tachometer : Yes
Max Power : 12.8b hp@8000 rpm
Wheel base: 1,330mm
Ground Clearance: 160mm
Ignition : Electronic CDI
Dry Weight: 140kg
Fuel tank Capacity: 12.5itres
Battery: 12V
Max Torque: 1.26kgm@6500rpm
Bore x stroke: 63.5mmx49.5mm
Max Speed: 120kph
Front Tyre size : 3.25x19"
Rear Tyre size: 3.50x19"

27
 Splendor
A combination of style and economy makes the Splendor is a bike worth investing in. The
latest from the Hero MotoCorp'sfactory offers both performance and looks. It has good looks,
excellent handling characteristics and a smooth drive over any type of terrain, thanks to the
changes in the suspension at front and near as well as the new frame design. All these
features contribute to the Splendor being one of the best selling four stroke-two-wheelers in
India. It also meets all the current pollution standards. A healthier beat, springy ride and
overall low maintenance has aided in the record-breaking sales of this bike.

Technical Specifications
Engine : Four-stroke/petrol
Transmission : Four-speed
Engine Displacement : 97.2cc
Tachometer : No
Max Power : 7.2b hp@8500 rpm
Wheel base : 1,230mm
Ground Clearance : 159mm
Ignition : Electronic
Dry Weight : 100.3kg
Fuel tank Capacity : 10.5itres
Battery : 12V
F/R suspension : Tel Hydraulic fork
R/R suspension : Swing arm and Hydraulic damper
Max Speed : 90kph
Front Tyre size : 2.75x18"
Rear Tyre size : 2.75x18"

S
tr
e

28
 e
t
1
0
0
The Street 100 is Hero Motor's latest two-wheeler on offer in the step-through category. The
Hero MotoCorp'sStreet 100 is equipped with unique features like city-clutch, which is
designed specially for city driving. It has rotary gears, which allow the rider to flip directly
from the fourth gear to neutral once the bike has come to a halt, a must for the present stop-
and-go traffic. A self-starter button comes as an option. The Street can be purchased with a
variety of seat layouts and has options like a water pump, spray can, larger luggage tray, etc.
Its major competitor is the much cheaper K4 from Kinetic. Major plus points that justify the
higher price are the centrifugal clutch and the rotary gears. However, the liberal use of
plastics negates much of the feel good factor and has hindered sales to a large extent.

Technical Specifications
Engine : Four-stroke/petrol
Transmission : Four-speed
Engine Displacement : 97.2cc
Tachometer : N/A
Max Power : N/A
Wheel base : 1,205mm
Ground Clearance : 133mm
Ignition : Electronic
Dry Weight : 101kg
Fuel tank Capacity : 11litres
Battery : 12V
F/R suspension : Telescopic
R/R suspension : Swing arm and Hydraulic dampers
Max Speed : N/A

29
Front Tyre size : 2.25x17"
Rear Tyre size : 2.50x17"

CD100SS

The CD100SS is designed for those who live life in the fast lane, rough and tough, for those
who would love to take a bike on the stumbling village roads. It shares almost all
components with the CD100, except for the additional reinforcement. With larger, reinforced
shock absorbers, wider tyres, heavier body weight and engine guard, the Hero
MotoCorp'sCD 100 SS weights slightly more, resulting in some cut down in
the fuel economy it offers. Minor problems of the CD100 have been
rectified in the SS model. If you wish to ride into the hinterland, this is
the bike for you.

Technical Specifications
Engine : Four-stroke/petrol
Transmission : Four-speed
Engine Displacement : 97.2cc
Tachometer : No
Max Power : 7.0bhp@8000rpm
Wheel base : 1,220mm
Ground Clearance : 165mm
Ignition : Electronic
Dry Weight : 103kg
Fuel tank Capacity : 10.1litres
Battery : 12V
F/R suspension : Tel Hydraulic fork
R/R suspension : Swing arm and Hydraulic damper
Max Speed : 85kph

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Front Tyre size : 2.57x18"
Rear Tyre size : 3.00x18"

Features :

Engine 4-stroke, single cyclinder, air-cooled

Displacement 97.2cc
Clutch type Manual
Clutch Primary -
Clutch Secondary Multi-plate wet
Transmission 4-speed constant mesh
Final Drive Roller chain
Ignition Electronic
Starting Kick starter
Frame T-Bone type
Suspension (Front) Telescopic hydraulic fork
Suspension (Rear) Swing-arm with hydraulic dampers
Dimensions (LxWxH) 1885x770x1060mm
Wheel Base 1210mm
Ground Clearance 135 mm
Dry Weight 95 kg
Tyres:Front/Rear 2.50"x18"/2.75"x18"
Max.Power 7.0 PS @ 8000 rpm
Max.Speed 85 Kmph
Fuel Tank Capacity 10.1 ltr(1.3 ltr reserve)

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32
 FACTS & FIGURES

Sale of Hero MotoCorp'sin Rural area and Urban area

In the survey of rural as well as urban area it is found that in rural area the sale of Hero
MotoCorp'sis less but in urban area it gives very exiting result. This may be because of the
conditions of roads there.

Area % of Respondents
Urban Area 72
Rural Area 28

28%

72%

Urban Area Rural Area

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 PERSONS WHO KNOW TO DRIVE BIKE

Almost every person know how to drive a Bike (In my Survey)

Response % Of respondents
Driving known 96
Driving not know 04

4%

96%
Driving known Driving not know

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 FACTOR PROMPT TO BUY HERO HONDA

It should be stated that the performance is the most important factor followed by look. The
possible combination and corresponding number of respondents are shown in the table
below.

Features % of respondents
Performance 18
Look 11
Availability 5
Price 1
Maintenance 4
Brand image 5
After sale service 6

10% 12% 36%

8%

2% 10% 22%
Performance Look Availability
Price Maintenance Brand image
After sale service

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HOW DID THE RESPONDENT CAME TO KNOW ABOUT
THE BIKE?
The best media of advertisement (according to which the respondents came to know about
the bike) is the ads on television. Friends & magazine are the other sources. Only 2 % of
them came to know through hoardings.

Medium of Advertisement % of Respondents

Television 46
Magazine 36
Friends 14
Hoardings 02
Others 02

2%
14% 2%

46%

36%

Television
Magazine
Friends
Hordings
Others

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PURCHASE OF BIKE

Almost 94 % of the respondents say that they have purchased the bike by cash. Only 6% of
the respondents say that they have purchased their bike through bank loans.

Purchase Type % of Respondents

Cash Purchase 94
Hire Purchase 06

6%

94%

Cash Purchase Hire Purchase

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 RECOMMENDATIONS & SUGGESTIONS

While Hero MotoCorp'shas strong foothold in the industry, the company should look into the
areas of weakness.
In this connection, It is suggested that the company can look into the following areas:

In order to expand its business it should introduce innovative schemes for young
generations, better financial schemes, etc.

The company should expand its service centers.

The must move towards the rural areas to expand its sale.

New attractive models to be launched as per the requirement of youth

Strategies to be formed to beat the competitor

Scooter segment require some more attention Honda scooter can do much better

And focus on developing light scooters for girls.

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 CONCLUSION

It is concluded that the market potential of Hero Motocorp's. The rational behind this
particular study is to find out the present market scenario of various brands & to find
out the corporate need and perception. It was a pleasurable experience to conduct a
research on behalf of Hero MotoCorp's pertaining to the study of the Automobile
Sector. To carry out this research a sample study was pursued where the target was
made to the people of Allahabad region. Various statistical and analytical tools and
techniques are applied to ascertain and depict the present scenario.
Conclusion and there by recommendation has been arrived at by proper and justified
interpretation of the result derived from the above said analytical tools and
techniques.

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 BIBLIOGRAPHY

BOOKS:
Name of the book :- Marketing research
Author :- Dr. C.B.Mamoria

Name of the book :- Marketing research

Author :- Mr. Kothari.

MAGAZINES, JOURNALS AND NEWSPAPERS:

Journals published by Hero Honda, Annual Report

Auto India, Business World

INTERNET:
www.herohonda.com
www.google.com

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