Brand Image HERO MOTORS

A STUDY ON BRAND IMAGE ON HERO MOTORS
CONTENTS
CONTENTS : PAGE NUMBERS
Chapter 1: 1 - 11
 Introduction
 Need and Importance of Study
 Objectives of the study
 Scope of Study
 Research Methodology
 Limitations
Chapter 2: 12 - 23
 Literature Review
Chapter 3: 24 - 52
 Industry Profile
 Company Profile
 Show room Profile
Chapter 4: 53 - 69
 Data Analysis & Inference
Chapter 5: 70 - 73
Findings, conclusion, and Suggestions
Annexure 74 - 77
Questionnaire
Bibliography 78 - 79
Bibliography
Dr.k.v.Subba Reddy Institution of Management Page 0

CHAPTER – I
Introduction

INTRODUCTION
Brand image is a unique set of association within the minds of

target customers, which represent what the brand currently stands for, and
implies the current promise to customers; (Note that brand image is what is
currently in the minds of customers, whereas brand identity is inspirational). It
is the sum total of all tangible and intangible traits the ideas, beliefs, values
prejudices, interests, features and ancestry that make it unique.
A brand image visually and collectively represents all internal and external
characteristics the name, symbol, packaging, literature, signs, vehicle, and
culture. It is anything and everything that influences how its target
constituencies or even a single customer perceives brand or a company.
Brand image is the best single marketable investment a company can make.
Creating or revitalizing a positive brand image is a basis component of ever
business and lays a foundation on which companies can build their future.
Once you make your product or service distinctive, build your new image
through a combination of words imagery and other devices that appeal to
human logic and emotion.
Choose or create a memorable name for your brand. Create a visually

effective logo. Write a tagline or slogan for the brand that concisely and
captures and communicates the essence of your unique selling proposition. A
brand must communicate what it distinctively stands for using a few words
and or images so it is distinctive and easily recognizable to your market.

Image alone can help differentiate a commodity whether based on real or

perceived benefits as long as the strategy is executed properly. Image can be
built to inform consumers about hidden or small difference that they might
otherwise be unaware of and thus turn these differences into something that
in their own minds, they simply cannot live without.

NEED AND IMPORTANCE OF THE STUDY
Branding has become key focus area for organizations. Every brand has
an image associated with it in the minds of its different stakeholders. These
include the customers, trade partners, investors, employees, media and
extended community where it operates, companies are realizing the
importance of creating positive perception at every touch point with every
stakeholder. No, wonder the importance attached to corporate
communication is growing.
A rose by any other name would smell as sweet, but will a shoe without
Addidas logo appear a trendy, or a car without the BMW logo carry the same
premium? The answer is, it “won't “. The phenomenon that makes an Addidas
shoe or BMW car more desirable than a nondescript product is what is called
as branding. Branding as a marketing strategy has seen a significant increase
in interest in recent years due to a variety.
The year 1980 marked a turning point in the conception of brands.

Management came to realize that principle asset of a company was in fact its
brand name. For decades the value of the company was measurable in terms
of its building and land and then its tangible assets.
Today, every organization wants to have a brand. Beyond the natural

brand, world of producers and distributors of fast moving customers goods
whose brands are competing head to head.
Branding has become a strategic issue in all sectors high tech, low tech
utilities ,components , services business to business, pharmaceutical
laboratories, non governmental organizations and non profit organization all
see a use for branding.

Since, the markets are growing very rapidly it has become business in the
present world, to see with broad spectrum. So, the people look at the
ambience of the bikes and they have got lot of options regarding the bikes in
particularly about the attributes. Hero group joined hands with Honda motors
company of Japan in 1984 and introduced different models of bikes into the
market, so the need of the project is to study image of Hero Honda in
particular twin cities of Hyderabad and Secunderabad and to know the factors
which influence the prospectus or consumers to buy the bikes from the
organized player in the market.

OBJECTIVES OF THE STUDY
 To identify the customer choice of brand.
 To understand the brand preference of Hero Honda bikes by

consumer.
 To study impact of advertisement on the purchase decision of buyers.
 To study the impact of promotional activities on purchase behavior of

buyers.
 To know whether customers are satisfied with the bike performance or

not.
 To study the attitudes of consumer towards the Hero Honda bikes.
 To know the attributes of good branding.

SCOPE OF THE STUDY:
The project study “Brand image of HERO HONDA” provides an insight

into the different parameters of branding that makes people to purchase, there
by providing a clear picture to the manufacturers and dealers of HERO
HONDA, the way to attract and retain the customers for the survival and
growth.
The study is confined to “Brand image of HERO HONDA” users with

special reference to the twin cities of Hyderabad and Secunderabad, A.P.

RESEARCH METHODOLOGY
RESEARCH DESIGN:
A research design provides the framework to be used as a guide in
collecting and analyzing the data. But it is not necessary that a particular
research design is always the best. Experiences with different research
design will generally provide the research with the capability to match a
research problem with an appropriate design.
DESIGN OF THE STUDY:

Since Hero Honda have introduced the different models of bikes into the
market, the project study deals with the impact of brand in the twin cities of
Hyderabad and Secunderabad and to know the factors influencing the
customers, to go for organized player or brand.
EXPLORATORY RESEARCH:
This is generally used to clarify thoughts and opinions about the

research problem of respondent's population or to provide insight on how to
do more conclusive research. The result of this exploratory study could
provide with inputs for second using factor analysis techniques. It may be
used to throw up ideas about new product or suggest modifications to existing
product through once freewheeling discussions.

CAUSAL RESEARCH:
In research, we can never be completely sure that a particular

variable say 'x' influences another say 'y'. But a causal design seeks to
establish causation as far as possible, by employing controls and conditions
under which we can state with confidence whether or not 'y' is affected by 'x'.
In addition to 'x' and 'y' of course, there may be other variable, which could
affect relationship between 'x' and 'y'. How to treat the other variable during
analysis of the effect of 'x' and 'y' also forms part of the causal designs.
DATA COLLECTION METHOD:
* PRIMARY DATA.
* SECONDARY DATA.
PRIMARY DATA:
The primary source of data collection is by means of structured

questionnaire and observation of the customers.
The questionnaire is being administered to customers of HERO HONDA in
twin cities of Hyderabad and Secunderabad.

QUESTIONNAIRE:
Questionnaire consists of 15 questions, which are scheduled to

know information on various items that are to be sought from respondents.
Questionnaire consists of
1. Open ended questions.(sentence form)

2. Multiple choice questions.(multiple choice)
3. Dichotomous questions.(Yes / No questions)
SECONDARY DATA:
Secondary source of data collection supports and provides some

useful insights to the primary data and these data is being collected from the
various books and also from internet.
SAMPLING:
It is defined as the method of selecting a group of respondents, who

represent the population. The survey is conducted by selecting respondents
by using random sampling technique.
SAMPLE SIZE:
It is defined as number of respondents selected for research study and

the sample size is 100 respondents.

LIMITATIONS
1. The size of the sample is small.
2. The study is confined to the twin cities of Hyderabad and

Secunderabad.
3. The period of study is limited.
4. The study is restricted only to a sample size of 100 customers in order to

know the brand image of HERO HONDA and satisfaction of customers.
5. The customers may not follow what they have stated in their responses.
6. The degree of reliability cannot be taken to be always accurate.

CHAPTER-II
LITERATURE REVIEW

INTRODUCTION
Branding has become key focus area for organizations. Every brand
has an image associated with itself in the minds of its different stakeholders.
These include the customers, trade partners, investors, employees, media
and extended community where it operates.
Companies are realizing the importance of creating positive perception

at every touch point with every stakeholder. No, wonder the importance
attached to corporate communication is growing.
A rose by any other name would smell as sweet, but will a shoe without
Addidas logo appear a trendy, or a car without the BMW logo carry the same
premium? The answer is, it “won't”. The phenomenon that makes an Addidas
shoe or BMW car more desirable than a nondescript product is what is called
as branding. Branding as a marketing strategy has seen a significant increase
in interest in recent years due to a variety.
The year 1980 marked a turning point in the conception of brands.

Management came to realize that principle asset of a company was in fact its
brand name. for decades the value of a company was measurable in terms of
its building and land and then its tangible assets (plant and equipment). It is
only recently that we have realized that its real value lies outside in the minds
of potential customers.

Today, every organization wants to have a brand. Beyond the natural

brand, world of producers and distributors of fast moving consumers goods
whose brands are competing head to head. Branding has become a strategic
issue in all sectors high tech, low tech, commodities utilizes, components,
services, business to business, pharmaceutical laboratories, non
governmental organizations and non profit organization all see a use for
branding .

BRANDING
The era of producers as gone now we have entered into the era
of consumers. Now the producer can't produce anything according to his will
and wish. But he has to take every inch of advice, every inch of consumer
taste in manufacturing of a product or service in such a competitive market;
product differentiation has become most crucial factor.
The reason behind this is that, all the companies producing the
similar product more or less occupy the same position in the consumer's mind
this leads to a stage of confusion where no body can determine which
company has got a better image or which company is more preferred by the
consumer. The aforesaid problems have inspired the marketers to discover
new method to create product differentiation and one such method is
branding. So now we would define branding.
Branding can be defined as ways and means of creating

relationship or a strong bondage with the consumers by including a famous
name or a famous symbol or a famous tagline. A good brand should possess
all the qualities to deep the meaning of branding by creating scope of
relationship and a strong bondage with the consumers.
In other words branding can also be turned as a method of

identifying a particular makers name and they're by suggesting that he has
carved a niche for himself in such a product. To quote an example the
moment we hear about BMW, everybody starts thinking about sports car. That
is the magic behind this branding strategy.

It is a weapon in the marketers hand to effectively define and

address the consumers in such a way that it should create a feeling in the
consumers mind what ever he is producing is customized and they have been
produced exclusively only for them. So this is a very well developed technique
and it is also a parameter to measure the brand image, which is been
splashed by differen consumers.

THE GLOBAL TREND TOWARDS BRANDS:
Companies on a global scale now realize that one of the most

promising paths to long term longevity, a prosperous organization, and
healthy profits is to create and manage a strong brand and an image for their
products and services. In the words of Scott Bed bury author of the book by
name “A new brand world”
When people hear your name, they conjure up a set of impressions

that influence how they think and buy. Those thoughts define your brand.
Your brand is the promise you make about work a guarantee of quality. As
with any promise, it implies a relationship this one between you and all your
potential customers. In short, a brand suggests to the world how to perceive
your work before they have even experience it for themselves. If it is
consistent, relevant and distinctive, a strong brand will accomplish three
things:
Differentiation
Customer preference
Premium price
Bottom line, defining your brand means being clear about who you
are, where you want to go, how you are going to get there and with whom.
It means being direct about attracting those people who will value your work.
Your brand resides in your customers mind as a result of all the impression
made by encounters with your name, your marketing messages, and
everything else that people see and hear about your business.
Something as basic your business address contribute to how your

brand is perceived for that matter, every time someone walks into your
business and looks around, visits your website, meet an employee, or glance
at your ad, that person forms an impression that leads to a mind set about
product, service or company.

Brand is unique and identifiable symbol, association, name or

trademark, which serves to differentiate competing products or services. Both
a physical and emotional trigger to create a relationship between consumers
and the product/service.
But mostly consumer products have practiced branding for several

years now. Branding refers to “building an image” that conveys certain
benefits to the customer and thus differentiates the product from its
competitors. By branding, you create your own self-fulfilling prophecy. This is
especially true in small business, where there may be thousands of similar
companies vying for the customer's attention.
The easiest and most fruitful way to think of brand is as an IMAGE that the
audience remembers. This means that successful branding of a service or a
product is a matter of creating an image that is positive, relevant and
memorable.

ARTICLE ON BRANDING
What's in a name? That which we call a rose by any other name would
smell as sweet:
But the fact is his name comes every time we refer to this phrase.
This statement has been praised since a eons but being a marketing student
as soon as I came in touch of brand management I had a serious doubt on
this statement. Such is the field of branding that a certain name becomes a
trademark, it becomes a generic of that particular product, it becomes a
differentiating factor for the firm, and it's the ultimate word of communication
between the marketer and the consumer. Often it occurs that we go to the
shop and ask for X brand of the soap instead of just any soap.
From where branding started:
I think any particular person or thing did not start it but it was the
invisible force, which stared the process of branding. We can say that origin of
branding lies in a very crude process of putting a burning mark into the flesh
of the animal as a means to claim ownership of it. Think it like this you have
ten soaps in front of you but want that one which you used last time and it
produced good aroma and probably this was the invisible force which created
a urge in industrialist to name their products.
We may also link it to the habit of person to recognize things by

different names. You know me by Prakhar and my friend by Rahul. So
initially it was just like a simple process to differentiate it from others.

Types of names:
Functional names:
The lowest common denominator of names, usually either named

after a person, purely descriptive of what the company or product does, or a
pre-or suffixed reference to functionality. ( Dhara, Godrej)
Invented names:
“Invented” as in a made-up name ( Airtel, Google, Wipro ) or a

non-English name that is not widely known.
Experience names:
A direct connection to something real, a part of direct human

experience. Usually literal in nature, but presented with a touch of
imagination. (Microsoft)
Evocative names:
These names are designed to evoke the positioning of a company
or product rather than the goods and services or the experience of those
goods and services. Removed from dirIect experience, but relevant- evoking
memories, stories, and many levels of association.

Importance/Benefits of naming a brand:
Now we find that there is lot of emphasis on naming of the brand.

Why so?
Let's take it this way when I call Prakhar you develop a particular image in
your mind. Like when you read it depicts your love for the cars and
motorbikes.
A brand name is the indicator of the attributes of the product. Like

Carefree is a sanitary napkin and the name itself indicates what it has in store
for the user.
Now how you would like to initiate a dialogue with me definitely by

calling me by name so my name becomes a factor, which helps to initiate
communication. As earlier we used to say give me soap now we go and ask
for a particular brand of soap. So we see that the name enables consumer or
provides basic means to ask for a specific soap.
It helps you to break the initial barrier or to say in other way it helps
you to incite or attract a customer towards your product. Now as marketing is
becoming tougher a well fitting name for the product can create an initial urge
in consumer to use that product. Now when Hero Honda names its new bike
PASSION, they want to attract the youth who is passionate about the
possession of the bike. The name kindles their desire to go the Hero Honda
showroom.
A name, which fits properly with the culture of the society, gains a lot
more awareness. NISSAN manufactured DATSSON which in Japanese
meant “to lose money” so to avoid any sort of trouble they changed to
DATSUN in other case Coco Cola, which is world famous brand name but it
doesn't have a favorable position in arabs as the calligraphy of Coco Cola
appears anti Mohammedan.
A good name will also help in brand recall provided the product is

satisfying the consumer. Like Volks Wagon used to name its cars like Beetle
and Rabbit it allowed consumers to remember the name and associate it to
the product. Other example can be YAHOO! the name is so catchy that a
person doesn't need to think about it but it creates its own position in the
mind.
Helps you to enter in new product line with relatively lesser

competition. This use of brand name is quite common and can prove to be
really useful if brand name is being extended in properly selected category.
We have a really good example of Reliance, which has proper extended its
name in to diverse fields.
You can find reliance petrol pumps, reliance web world. Similarly we
have L.G. which is trying to enter into FMCG market. Its very interesting point
to notice L.G is a well established in Korea in FMCG category.
A well-established brand name also helps in combating an initial

attack from a new product launched by the competitor.
Help in building internal equity in the organization as well as

shareholders equity. I think this point also needs a focus as person working
for a well established brand name would feel more enthusiastic to work and
contribute rather he will take care that the brand name doesn't gets hurt by
any of its action. Similarly a brand name is indication that our money us
invested in right place.
So I think maintaining a brand name is quite profitable both in terms of

enhancing rapport with consumer and in perspective of money generation.
But a word of caution it can be really dangerous to play with brand

name. The moment you deviate from specified quality your brand name will
earn a stick, as it will spread like a wild jungle fire that this particular brand
has done this thing wrong.

The recent cases with Cadbury and Cola brands are example of
this. The customers out rightly rejected the chocolates of Cadbury and
Pepsi and Coke. Thanks to their proper promotion campaigns they were able
to regain brand value.
Take the example of Reliance Infocom, which earned bad name

due to below standard service provided by them and the wrong practice done
by them in converting STD calls to local rates.
So the of establishing a brand name and maintaining it is a very tough

path. Brand name could be as toxic as it can be fruitful. So a lot is on the
shoulders of the brand manager to understand the intricacies of brand name
and keep it running on right track by proper strategies.

CHAPTER – III
INDUSTRY PROFILE
COMPANY PROFILE

BIKES INDUSTRY - AN OVERVIEW
HISTORY OF TWO WHEELERS:
The Britannia Encyclopedia describes a motor cycle as bicycle or

tricycle propelled by an internal-combustion engine (or, less often by an
electric engine). The automobile was the reply to the 19th century dream of
self propelling the horse-drawn carriage. Similarly the invention of the
motorcycle created the self-propelled bicycle. The first commercial design
was three-wheeler built by Edward Butler in Great Britain in1884. This
employed a horizontal singled cylinder gasoline engine mounted between two
steer able front wheels and connected by a drive chain to the rear wheel. The
1900's swathe conversion on many bicycles or pedal cycles by adding small
centrally mounted spark ignition engines.
There was then felt the need for reliable constructions. This led to
road tests and competition between manufacturers. Tourist Trophy (TT) races
were held on the Isle of Main in 1907 as reliability or endurances races. Such
were the providing ground for many new ideas from early two-stroke-cycle
design to super charged multivalent engine mounted on aerodynamic carbon
fiber reinforced bodywork.

INVENTION OF TWO WHEELERS:
The invention of two-wheeler is much debated issue. “Who

invented the first motorcycle?” may seem like a simple question, but the
answer is quite complicated. Two wheelers owe their decent to the safety
bicycle i.e., bicycle with front and rear wheels of the same size, with a pedal
crank mechanism to drive the rear wheel. Those bicycles in turn, descended
from high wheel bicycle.
The high-wheelers descende3d from an early type of push bike with our
pedals, propelled by the rider's feet pushing again the ground these appeared
around 1800, used iron-branded wagon wheels and were called “bone-
crushers”, both for their jarring ride and their tendency to toss their riders.
Gottlieb Daimler (who later teamed up with Karl Benz corporation) is created
with the building the first motorcycle in 1885.
One wheel in the front and one in the back although it had a smaller spring-
loaded outrigger wheel on each side. It was constructed mostly of wood; the
wheels were of the iron branded wooden-spooked wagon type and it definitely
had “bone-crusher” chassis. .

FURTHER DEVELOPMENTS:
Most of the developments during the early phase concentrated on

three and four-wheeled design since it was complex enough to get the
machines running with our having to worry about them falling over. The next
notable two wheelers was the Miller of 1892, the first successful two-wheeler
though was the Hilder brand and Wolf Muller. Patentsed in Munich in1894 in
the French firm of DeDion-button built and engine that was to make the mass
production and common use of motorcycles possible. The first motorcycle
with electric start and a fully modern electric system, the Hendee special from
the Indian motorcycle company astounded the industry in 1931. Before World
War I, IMC was the largest motorcycle manufacturer in the world producing
over 20,000 bikes per year.
INCREASING POPULARITY:
The popularity of the vehicles grew, especially after 1910. In

1916, the Indian Motorcycle Company introduced the model H racer and
placed it for sale.
During World War I, all branches of the armed forces in Europe
used motorcycle principally for dispatching. After the war, it enjoyed a sport
vogue until the great depression began in 1929. After the World War II. Led
by the manufacturer of a 125cc model, since then, an increasing number of
powerful bikes have blazed the roads.

INDIAN CONTEXT
HISTORICAL INDUSTRY DEVELOPMENTS:
India is the second largest manufacturers and procedure to two

wheelers in the world. It stands next only to Japan and China in terms of the
number of produced and domestic sales respectively. This destination was
achieved due to variety of reasons like respectively policy followed by
personal transport, inefficiency in the public transportation system etc. the
India two wheelers industry made a small manufacturing scooters in the
country. Until 1958, API and Enfield were the sole producers.
The tow-wheelers market was opened to foreign competition in the

mid-80's. And then the market leaders-Escorts and Enfield-were caught
unaware by the onslaught of the 100cc bikes of the four Indo-Japanese joint
ventures. With the availability of fuel-efficient low power bikes, demand
swelled, resulting in kinetic-then the only producers of four stroke bikes
(100cc category), gaining a top slot.
The first Japanese motorcycle was introduced in early 80s. TVS

Suzuki and Hero Honda brought in the first two stroke engine motorcycle
respectively. These two players initially started with assembly of CKD kits,
and later on progressed to indigenous manufacturing.
The industry had a smooth ride in the 50s, 60s and 70s when the
government prohibited new entries and strictly controlled capacity expansion.
The industry saw a sudden growth in the 80s. The industry witnessed a
steady of 14% leading to a peak volume of1.9mm vehicles on 1990.

In 1990 the entire automobile industry saw a drastic fall in

demand. This resulted in a decline of 15% in1991 and 8% in1992, resulting in
a production loss of 0.4mm vehicles. Baring Hero Honda, all the major
producers suffered from recessioninFY93 and FY94. Hero Honda showed a
marginal decline in 1992.
CONCLUSION:
The two wheelers market has had a perceptible shift from a buyer
market to a sellers market with a variety of choices, players will have to
compete on various fronts v.i.z. pricing, technology, product design,
productivity after sale services.
Marketing and Distribution. In short terms, market share of

individual manufactures are going to be sensitive to capacity, product
acceptance and pricing and competitive pressure from others manufactures.
As income grow and people feel the need to own a private means
of transport, sales of two-wheelers will rise. Penetration is expected to
increase too approximately to more then 25% by 2005.
The motorcycles segment will continue to lead the demand for two
wheelers in to coming years. Motorcycles sale is expected to increase by
20% as compared to 1% growth in the scooter market and 3% by moped
sales respectively for the next years.
The four stroke scooters will add new dimensions to the two
wheelers segment in the coming future. The Asian continent is the largest

user of two-wheeler in the world.
This is due to poor road infrastructure and low per capital income,
respectively policy on car industry. This is due to oligopoly between top five
players in the segment, compared to thirty manufactures in the car
industry.
Hero Honda Motors Ltd is the one of the leading companies in the
two wheelers industry. At present it is the market leader in the motorcycle
segment with around 47% the market share during FY 2000-01. The
company has emerged the most as one of the most successful players, much
ahead of its competitor an account of its superior and reliable product quality
complemented with excellent marketing techniques.

ABRIEF HISTORY OF HERO HONDA COMPANY
April 1984,a revolution took place in India's two-wheeler industry. A four-

stroke revolution, that was ushered in when the HERO Group world's largest
manufacturer of bicycles, joined hands with HONDA Motors Company of
Japan, the world-leader in motorcycles. HERO HONDA became the first
company to introduce new generation 4-stroke technology in India, with
motorcycles that set benchmark for fuel-efficiency and pollution control.
During the 80s, Hero Honda became first company in India to prove that it
was possible to drive a vehicle without polluting the roads. The company
introduced new generation motorcycles that set industry benchmarks for fuel
thrift and low emission. A legendary 'Fill it - Shut it- Forget it' campaign
captured the imagination of commuters across India, and Hero Honda sold
millions of bikes purely on the commitment of increased mileage.
Over 19 million Hero Honda two wheelers tread India roads today.
These are almost as many as the number of people in Finland, Ireland and
Sweden put together!
Hero Honda has consistently grown at double digits since inception;

and today, every second motorcycle sold in the country is a Hero Honda.
Every 30 seconds, someone in India buys Hero Honda's top - selling
motorcycle- Splendor. This festive season, the company sold half a million
two wheelers in a single month-a feat unparalleled in global automotive
history.
Hero Honda bikes currently roll out from two globally benchmarked
manufacturing facilities based at Dharuhera and Gurgaon in Haryana. These
plants together are capable of churning out 3.9 million bikes per year. A third
state of the art manufacturing facility at Hardwar in Uttranchal will soon be
commissioned to cope with sustained customer demand.

Hero Honda's extensive sales and service network now spans over
3000 customer touch points. These comprise a mix of dealerships, service
and spare points, spare parts stockiest and authorized representatives of
dealers located across different geographies. Hero Honda values its
relationship with customers. It's unique CRM initiative - Hero Honda Passport
Program, one of the largest programs of this kind in the world, has over 3
million members on its roster. The program has not only helped Hero Honda
understand its customers and deliver value at different price points, but has
also created a loyal community of brand ambassadors.
Having reached an unassailable pole position in the India two wheeler

market, Hero Honda is constantly working towards consolidating it's its
position in the market place. This would provide the growth ballast that would
sustain Hero Honda in the years to come. As Brijmohal Lall Munjal, the
Chairman, Hero Honda Motors succinctly points out, “We pioneered India's
motorcycle industry, and it's our responsibility now to take the industry
to the next level. We'll do all it takes to reach there”.

BOARD OF DIRECTORS
No. 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
(Alternate Director to Mr. Takashi
8 Nagai) Non-executive Director
Non-executive & Independent
9 Mr. Pradeep Dinodia Director
10 Gen.(Retd.) Ved Prakash Malik Director
11 Mr. Analjit Singh Director
12 Dr. Pritam Singh Director

13 Ms. Shobhana Bhartia Director

14 Mr. Sunil Bharti Mittal Director
15. Mr. Meleveetil Damodaran Director

16. Mr. Arun Nath Maira Director

INITIATIVES:
An environmentally and socially, Aware company. At Hero

Honda, our goal is not only to sell you a bike, but also to help you every step
of the way in making your world a better place to live in.
Besides its will to provide a high-quality service to all of its

customers, Hero Honda takes a stand as a socially responsible enterprise
respectful of its environment and respectful of the important issues.
Hero Honda has been strongly committed not only to

environmental conservation programmes but also expresses the increasingly
inseparable balance between the economic concerns and the environmental
and social issues faced by a business.
In this age of jet speed where time has become an important

and valuable aspect the customer is sensitive about it. Today companies are
strongly working for the reduction at time that is taken to serve customer
.Automobile industry too forced to pace to pays with changing environment.
Many international companies have come and established joint ventures, own
ventures to cater the industry needs.

HEROHONDA
“DESH KI DHADKAN”
Making Headlines:
1. Largest Two-wheeler Company in India.

2. Over 6-million satisfied customers.
3. Celebrating 18-years of joint venture with HONDA motor company Ltd.,
Japan.
4. Retail of over one-million motorcycles in current financial year under
project OM.
PRODUCTS:
 PLEASURE
 CBZ XTREME
 PASSION /PASSION PLUS
 KARIZMA
 GLAMOUR
 CD-DAWN
 ACHIEVER
 HUNK
 KARIZMA ZMR
 PASSION PRO



Details of Products
BIKES ENGINE ` PRICE
Passion 97.2 CC Rs. 43,300
CBZ 149.2 cc Rs. 60,430
Splendor 97.2 cc Rs.41, 700

Karizma 225 cc Rs.83, 000
Achiever 150cc Rs 49,049
Karizma ZMR 225 cc Rs. 90,000
Passion PRO 97cc Rs. 49,000

FROM THE CHAIRMAN'S DESK
LEADING WITH A DREAM:
We had a dream. The dream of making motorcycles that would touch

and transform the lives of our customers by giving them a mode of transport
that was fuel-efficient, comfortable and environment friendly. One that would
enhance their efficiency at work, enable them to share moments of joys with
their families and add up to a better quality of life.
In a scenario where the customers had a few choices out vision was
to offer bikes with the highest quality at a reasonable price, to meet our
customer's expectations, and to exceed them.
Behind the success of Hero Honda, is the saga of team-work. We

would like to acknowledge the role played by our JV partners, Honda Motor
Company, Japan, and all our business associates, shareholders and
employees.
In the new millennium, we stand committed to innovation, to change, to

achieving breakthroughs… to moving forward in the new century, while
retaining the values that have been like a beacon in this journey thus far.

PROMINENT AWARDS TO THE COMPANY
Year Awards & Recognitions
2010
Company of the Year awarded by Economic Times Awards for Corporate

Excellence 2008-09.
2009
'Two-wheeler Manufacturer of the Year' by NDTV Profit Car & Bike Awards
2009 and Passion Pro adjudged as CNB Viewers' Choice two-wheeler
Top Indian Company under the 'Automobile - Two-wheelers' sector by the
Dun & Bradstreet-Rolta Corporate Awards
Won Gold in the Reader's Digest Trusted Brand 2009 in the 'Motorcycles'
category
Declared 'Company of the Year' by Economic Times Awards for Corporate
Excellence
NDTV Profit Business Leadership Awards 2009 - two-wheeler category
ET Awards for Corporate Excellence - Hero Honda is the winner of the "
Company of the Year" award for 2008 - 09.
2008
NDTV Profit Business Leadership Award 2008 - Hero Honda Wins the
Coveted "NDTV Profit Business Leadership Award 2008"
TopGear Design Awards 2008 - Hunk Bike of the Year Award
NDTV Profit Car India & Bike India Awards - NDTV “Viewers’ Choice Award”
to Hunk in Bike category

IndiaTimes Mindscape and Savile Row ( A Forbes Group Venture ) Loyalty

Awards - “Customer and Brand Loyalty Award” in Automobile (two-wheeler)
sector
Asian Retail Congress Award for Retail Excellence (Strategies and Solutions
of business innovation and transformation) - Best Customer Loyalty Program
in Automobile category
NDTV Profit Car India & Bike India Awards - Bike Manufacturer of the year
Overdrive Magazine - Bike Manufacturer of the year
TNS Voice of the Customer Awards:
No.1 executive motorcycle Splendor NXG
No.1 standard motorcycle CD Deluxe
No. premium motorcycle CBZ Xtreme
2007
The NDTV Profit Car India & Bike India Awards 2007 in the following
category:
Overall "Bike of the Year" - CBZ X-treme
"Bike of the Year" - CBZ X-treme (up to 150 cc category)
"Bike Technology of the Year" - Glamout PGM FI
"Auto Tech of the Year" - Glamout PGM FI by Overdrive Magazine.
"Bike of the Year" - CBZ X-treme by Overdrive Magazine.
Ranked CBZ X-treme "Bike of the Year" - by B S Motoring Magazine
“Most Trusted Company” , by TNS Voice of the Customer Awards 2006.
2006
Adjudged 7th Top Indian Company by Wallstreet Journal Asia (Top Indian

Two Wheeler Company).

One of the 8 Indian companies to enter the Forbes top 200 list of world’s most
reputed companies.
No. 1 in automobile industry by TNS Corporate Social Responsibility Award.
Best in its class awards for each category by TNS Total Customer Satisfaction
Awards 2006:
Splendor Plus (Executive)
CD Deluxe (Entry)
Pleasure (Gearless Scooters)
Splendor & Passion - Top two models in two wheeler category by ET Brand
Equity Survey 2006.
Adjudged 7th Top Indian Company by Wallstreet Journal Asia (Top Indian
Two Wheeler Company).
Top Indian company in the Automobile - Two Wheeler sector by Dun &
Bradstreet - American Express Corporate Awards 2006.
Hero Honda Splendor rated as India's most preferred two-wheeler brand at
the Awaaz Consumer Awards 2006.
The NDTV Profit Car India & Bike India Awards 2006 in the following
category:
Bike Maker of the Year
Bike of the Year – Achiever
Bike of the Year - Achiever (up to 150 cc category)
Bike of the Year - Glamour (up to 125 cc category)
2005
Awaaz Consumer Awards 2005 - India's most preferred two-wheeler brand by

CNBC in the 'Automobiles' category.
Bike Maker of the Year Award by Overdrive Magazine.
ICWAI National Award for Excellence (Second) in Cost Management 2004 in
the private sector category by ICWAI.
10th Motilal Oswal Wealth Creator Award for as the most consistent wealth

creator for the period 1991-2005.
2004
Winner of the Review 200 - Asia's Leading Companies Award (3rd Rank
amongst the top 10 Indian companies).
GVC Level 1 (Highest Rating) by CRISIL for corporate Governance.
Adjudged as the Best Value Creator - Large Size Companies 2003-04 by The
Outlook Money.
Corporate Excellence Award 2004 by Indian Institute of Materials
Management.
Adjudged as the Organization with Innovative HR Practices by HT Power
Jobs for HR Excellence.
ICSI National Award for Excellence in Corporate Governance 2004 by The
Institute of Company Secretaries of India.
2003
Winner of the Review 200 - Asia 's Leading Companies Award (3rd Rank
Most Respected Company in Automobile Sector by Business World.
Bike Maker of the Year by Overdrive Magazine.
2002

Winner of the Review 200 - Asia 's Leading Companies Award (4th Rank

Company of the Year of ET Awards for Corporate Excellence.
2001

Winner of the Review 200 - Asia 's Leading Companies Award (9th Rank
amongst the top 10 Indian Companies).
Winner of Three Leaves Award for showing Corporate Environment
Responsibility in the Automobile Sector by Centre for Science & Environment.
1999
National Productivity Award for the Best Productivity Award in the category of
Automobile & Tractor presented by Vice President of India.
1995
The Analyst Award 1995 presented to Hero Honda Motors Ltd. on being
ranked 9th amongst the most investor rewarding companies in India.
National Award for outstanding contribution to the Development of Indian
Small Scale Industry (NSIC Award - Presented by President of India).
1991
Economic Times-Harvard Business School Award for Corporate Performance

to Hero Honda Motors Ltd.

SHOW ROOM PROFILE

PHOENIX MOTORS
Phoenix motors was established on 21st March 2003 by the golden

hands of Hero Honda Managing Director Mr. Brij Mohanlal Manjal .
Conquering Greater Heights :
Phoenix in mythology, is an enchanting bird and a symbol of

immortality. Taking this an inspiration , we at phoenix motors set- out to chart
a new frontiers . we have done so in a style ,with a track record that speaks
for itself . we ensure maximum customer satisfaction , while maintaining a
success streak that is unparalled.
Our Distinctions:
One of the largest authorized dealer for Hero Honda Motors .

Record sales in first year of operation.
Partners in progress :
Phoenix are the preferred partners of Hero Honda motors, chiefly

due to their successful Sales record and quality. Their Facility have remained
un surpassed, as we strive every day to better themselves.

Commanding presence:
The phoenix motors as an centralized air conditioned show room of

Hero Honda , spread gracefully and decorated elegantly over an impressive
7300esq at Hyderabad, being equipped with affable.
Front office staff and adept professional Technicians provide a

perfect of quality service and Reliability.
In a very short stint, this one stop of Hero Honda housing sales ,
service and spares , has also the hearts of many proud owners of Hero
Honda with its customized care and service, it switch the gears and become
connotation of Hero Honda in Chennai.
Space friendly:
The interiors are aimed at making you feel completely at ease , in

luxury Because for us the customers is king , one who deserves a regional
offering. The setting is apt for times when you need to switch into a relaxed
state of mind.
Technology to stay ahead:
We are equipped with the latest technology advancement in the

industry in order to give the best of service when matters. Not just to be a part
of , but to built the future , is their motto.

Ambience that exudes relaxation :
There is one of the few service centers to be equipped with a full

fledge customer waiting lounge. Apart from a television and pool table, it has
a wed kiosk to keep you connected all the time.
Service with commitment:
They dedicated team of mechanical specialties offer expert

treatment for your vehicle. They ensure consistency in performance each
time, without fail.
Attention to details:
They provide genuine spare parts and accessories to ensure

exceptional performance. Every single aspect related to vehicle is taken care
of at our premises.
Dealing made convenient:
It is a part of our commitment policy to give advantage to the

customer at every juncture. They offer assistance of every kind at our
premises itself , which make it one of top facility.

Expert guidance at every step :
Our sales team gives utmost priority to your satisfaction. When

you need help to make the right choice, it ensured that result is beyond your
expectations. Thus making it a point that you get best in both luxury and
comfort always.
Models:
Hero Honda has been launching various models of motorcycles

from the year 1984, keeping in mind the quality, design, fuel-efficiency,
service and resale value. These form a formidable force that give customers
the pride and joy of value forever. What drives Hero Honda is.
 Leadership
 Commitment
 An eye for appropriate Technology
Since 1984, when Hero Honda first began producing

motorcycle, Hero Honda have been engaged in a single minded Endeavour to
bring your bikes that are not only state –of-the art , but are also some of the
most environment friendly vehicles in this world a reflection of their
commitment and care for better environment.
At the heart of every Hero Honda is a unique 4 stroke engine,

an optimal mix of power and economy. In fact Hero Honda’s seven bikes
represent the best in their respective classes.
The company has constantly exploring new opportunity to

define the shape to tomorrow’s riding technology.

No wonder Hero Honda , today has over 2 million proud owners

making it is the market leader with over 50% market share.
Promotional activities:
The promotional activities adopted by phoenix motors are
1. Advertising in News paper

2. Free campaigns
3. Test rides
4. Gift schemes
5. Hoarding and wall painting
Promotional expenses have been borne by both phoenix

motors and Hero Honda, shares in advertisement cost.
Service offered:
The services offered to the customers in phoenix motors are six

free and paid services and paid services after sale of motor cycle.
 Free checkup campaign

 Finance through banks
 Acceptance of warranty claims.
Working Time:
Working hours in phoenix motors are 12 hours per day

commencing from 9am – 9pm with one hour break for lunch.

Bikes available at phoenix motors:
Phoenix motors has franchise of Hero Honda company. Hero

Honda company . Bikes available at phoenix motors.
 Hero Honda Hunk
 Hero Honda CBZ extreme
 Hero Honda Passion +
 Hero Honda Passion
 Hero Honda Splendor
 Hero Honda Splendor +
 Hero Honda CD DAWN
 Hero Honda Super splendor
 Hero Honda Achiever
 Hero Honda Glamour
 Hero Honda Karizma
 Hero Honda Karizma ZMR

CHAPTER IV
ANALYSIS AND INFERENCE

DATA ANALYSIS
1. What is your age group?
Particulars No of Respondents Percentage

<25 years 22 22%
25 – 30 years 26 26%
30 – 35 years 30 30%
>35 years 22 22%
Total 100 100%
30
25
20
<25 years
15 25 - 30 years
10 30 - 35 years
5 >35 years
0
no. respondentspercentage
Inference:
22percentage of the customers are below 25 years age,

26percentage of the customers are between 25 to 35 years, 30 percentage of
the customers are between 30 to 35 years, and 22percentage of the
customers are more than 35 years age group.

2. What is your occupation?
Particulars No of Respondents Percentage

Student 20 20%
Govt.employee 27 27%
Pvt employee 53 53%
Total 100 100%
60
50
40
student
30
.emp
20
pvt.emp
10
0
no.of percentage
respondents
Inference:
20percentage of the customers are students, 27percentage of the

customers are government employees, and 53percentage of the customers
are private employees.

3. Reason for selecting brand model?
Particulars No. of respondents Percentage

Quality 34 34%
Price 06 06%
Design 25 25%
Mileage 35 35%
Total 100 100%
35
30
25
Quality
20
Price
15
Design
10
Mileage
5
0
no.of percentage
respondents
Inference:
34percent of the customers are selecting the brand model

because of the quality, 06percent of the customers are selecting the brand
model because of the price, 25percent of the customers are selecting the
brand model because of the design, and 35percent of the customers are
selecting the brand model because of the mileage.

4. How did you come to know about brand?
Particulars No. of Respondents Percentage

News paper add 24 24%
Friends 43 43%
Company outlets 33 33%
Total 100 100%
50
40
30
news paper add
20 Friends
company outlets
10
0
No.of percentage
respondents
Inference:
24percent of the customers know about the brand through newspaper

add, 43percent of the customers know about the brand through friends,
33percent of the customers know about the brand through company out lets.

5. How you feel driving Hero Honda bike?
Particulars No.respondents Percentage

Very comfort 15 15%
Comfort 36 36%
Neither comfort nor 42 42%
Un comfort
Un comfort 07 07%
Total 100 100%
50
40 v.comfort
30 comfort
20
neither comfort nor
10 uncomfort
un comfort
0
No. of Respondents
Inference:
15 percent of the customers are very comfortable riding their Hero

Honda bike, 36percent of the customers are comfortable riding their Hero
Honda bike, 42percent of the customers feel neither comfort nor un comfort
riding their Hero Honda bike, and 07percent of the customers are un comfort
with riding their Hero Honda bike.

6. Price of spare parts of Hero Honda?

High 27 27%
Reasonable 38 38%
Low 35 35%
Total 100 100%
40
30
20 High
Reasonable
10 low
0
No. of Percentage
Respondents
Inference:
27percent of the customers feel high rate of spare parts, 38 percent

Feels it is a reasonable price and 35 percent of the customers it is low cost of
Spareparts Hero Honda.

7. What are the factors you consider to assign brand image to

Hero Honda?

Mileage 27 27%
Style & design 38 38%
Service 35 35%
Total 100 100%
40
35
30
25
20 Mileage
15 style &design
Service
10
5
0
No. of Respondents
Inference:
27percent of the customers consider mileage to assign positive
brand image to Hero Honda, 38percent of the customers consider style &
design to assign positive brand image, 35percent of the customers consider
services and their availability to assign positive brand image to Hero Honda.

8. Do you consider any other bike before buying the Hero Honda?

Yes 53 53%
No 47 47%
Total 100 100%
60
50
40
30 Yes
No
20
10
0
No.of Respondents
Inference:
53percent of the customers consider other bike before buying
Hero Honda. and remaining 47 percent of the customers doesn’t consider
another bike to purchase Hero Honda.

9. Have you replace (or) exchange your old Hero Honda?

Yes 33 33%
No 67 67%
Total 100 100%
70
60
50
40 Yes
30 No
20
10
0
No. of Percentage
Respondents
Inference:
33percent of the customers have either replaced or exchanged

their old Hero Honda bikes, and 67percent of the customers have neither
replaced nor exchanged their old Hero Honda bikes.

10 If yes how is resale value?

Satisfactory 30 30%
As per market value 45 45%
Not satisfactory 25 25%
Total 100 100%
50
40
30
satisfactory
20 As per market value
not satisfactory
10
0
No. of Percentage
respondents
Inference:
30percent of the customers are satisfy with post sale services

rendered by Hero Honda, 45percent of the customers rendered as per market
value 25percent of the customers are not satisfy with the post sale services
rendered by Hero Honda.

11. What is monthly expenditure you incurred on Hero Honda?

<200 11 11%
200 -300 42 42%
300-400 40 40%
>400 07 07%
Total 100 100%
50
40
30 <200
200-300
20
300-400
10 >400
0
No.of Percentage
respondents
Inference:
11percent of the customers are incurring less than Rs200 as
monthly expenditure on their Hero Honda bikes, 42 percent of the customers
are incurring Rs200-300 on their Hero Honda bikes, 40percent of the
customers incurring Rs300-400 on their Hero Honda bikes, and 07percent of
the customers are incurring more than Rs400as monthly expenditure on their
on Hero Honda bikes.

12. Reason for buying Hero Honda bike?

Style & design 25 25%
Value for money 10 10%
Good maintenance 45 45%
Fuel efficiency 20 20%
Total 100 100%
50
40
30 style & design

value for money
20
good maintainance
10 fuel efficiency
0
No.of respondents
Percentage
Inference;
25percent of the customers purchase Hero Honda as it has style

& design, 10percent of the customers purchased Hero Honda as it is value for
money, 45percent of the customers feels it is good maintenance and
20percent of the customers feels it is fuel efficiency.

13. What is your opinion on Hero Honda bike when compare to others?

Satisfy 48 48%
Not satisfy 17 17%
No difference 35 35%
Total 100 100%
50
40
30
satisfy
20 Not satisfy
No difference
10
0
No.of Respondents
Percentage
Inference:
48percent of the customers satisfy with Hero Honda when

compare with other bikes, 17percent of the customers not satisfy with Hero
honda 35percent of the customers says there is no difference.

14. Have you ever faced problem in finding service centre?
Particulars No. of respondents percentage

Yes 29 29%
No 71 71%
Total 100 100%
80
70
60
50
40 Yes
30
No
20
10
0
no. of Percentage
respondents
Inference:
71percent of the customers didn’t face any problem in finding a

service station of Hero Honda, and 29percent of the customers faced problem
in finding a service station of Hero Honda.

15. Did you suggest this Hero Honda bike to friends / relatives?

Yes 82 82%
No 18 18%
Total 100 100%
90
80
70
60
50
40 Yes
30
no
20
10
0
no. of percentage
respondents
Inference:
82percent of the customers suggest to others after they use Hero

Honda, and 18percent of the customers didn’t suggest Hero Honda to others.

16. Do you have any specific suggestions to improve brand image of Hero
Honda
………………………………………………………………………………………
……………………………………………………………………………………....
……………………………………………………………………..........................
CHAPTER-V
FINDINGS, CONCLUSION,
& SUGGESTIONS

FINDINGS
Majority of the people are relying on friends and advertisements for getting
information about the brand model.
1. Because of the quality and mileage people prefer the Hero Honda, nearly
69% of the population are purchasing because of these.
2. 60% of the customers preferred the brand because of the comfort they
experience from the brand model design.
3. 67% of the customers have neither replaced nor exchanged their old Hero
Honda bikes.
4. Only 33% of the customers have or exchanged their old Hero Honda
bikes, out of which 30% of the customers have got satisfactory resale value.
5. Most of the customers consider mileage and outlook are the factors to
assign positive brand image to the Hero Honda.

6. 42% of the respondents are incurring less than Rs200- 300 as monthly
experience on their bikes excluding fuel charges.
7. 71% of the customers did not face any problem in finding the service
centers of Hero Honda.
CONCLUSION
This project concludes that the Hero Honda motor should

provide lowest price of bikes for the sake of increasing sales & increasing
Hero Honda motor market. In Andrapradesh, phoenix hero hondashowrooms
in Hyderabad. The phoenix showroom provide special offers to the customers
to increase their market position in the competitive world hero honda company
ready give dealerships in Hyderabad & others. That’s why phoenix showroom
tries to attract new customer to give new offers & better discounts to them.
Phoenix gives advertisements using electronic media& print media to increase
their sales. And also provide new events & better after sales service to the
existing customers. Already Hero Honda is having No.1 brand image in the
automobile market.

SUGGESTIONS:
1. Advertising is the most important factor which improves the brand

image. Hence it is suggested to improve the effectiveness of promotional
activities to improve impact on sales.
2. Most of the people are purchasing bikes because of outlook and

mileage, so Herohonda should concentrate much on these aspects
3. As half of the customers are below 35years, mileage and out look should
be improved.
4. 29% of the population are facing problem in finding the service

centers of Hero Honda, so Hero Honda concentrate in establishing
authorized service centers.
5. Only very few of the customers are selecting brand model because of the
price. The price of the bike should be decreased so that more number of
the customers and new customers can afford to the bikes.

6. Half of the customers are incurring more than Rs. 200-300 as monthly
expenditure on Hero Honda bikes excluding fuel charges which should be
decreased.
ANNUXERE

QUESTIONNARIES
The following questionnaire is designed to test the effectiveness of all the

parameters on the “BRAND IMAGE OF HERO HONDA.”
Name ……………………………………………………….
1. What is your age group?
a) less than 25 b) 25 to 30 c) 30 to 35 d) above 35.
2. What is your occupation?
a) Student b) Govt.employee c) Pvt.employee
3. Reason for selecting brand model?
a) Quality b) Price c) Design d) Mileage.

4. How did you come to know about brand?
a) News paper add b) Friends c) Company out lets.
5. How you feel driving Hero Honda bike?
a) Very comfortable b) Comfortable
c) Neither comfortable nor un comfortable d) Un comfortable.
6. Price of spare parts of Hero Honda?
a) High b) Reasonable price c) Low.
7. What are the factors you consider to assign brand image to Hero Honda?
a) Mileage b) Style & design c) Service .
8. Do you consider any other bike before buying the Hero Honda?
a) Yes b) No .
9. Have you replace (or) exchange your old Hero Honda?
a) Yes b) No.
10 If yes how is resale value?
a) Satisfactory b) As per market value c) Not satisfactory.
11. What is monthly expenditure you incurred on Hero Honda?
a) less than 200 b) 200-300 c)300-400 d) above 400.
12. Reason for buying Hero Honda bike?
a) Style & design b) Value for money c) good maintance.
d) Fuel efficiency.
13. Have you ever faced problem in finding service centre?

a) Yes b) No
14. What is your opinion on Hero Honda bike when compare to others?
a) Satisfy b) not satisfy c) Neither satisfy nor un satisfy.
15. Did you suggest this Hero Honda bike to friends / relatives?
a) Yes b)No.
16. Do you have any specific suggestions to improve brand image of Hero
Honda
………………………………………………………………………………………
……………………………………………………………………………………....
……………………………………………………………………..........................

BIBLIOGRAPHY

BIBILOGRAPHY
1. MARKETING MANAGEMENT PHILIP KOTLER
2. MARKETING RESEARCH G.C. BERRI

D.D.SHARMA
3. MARKETING AND BRANDING KUMAR
WEB SITES :
www.HeroHonda.com
www.en.wikipedia.org


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A STUDY ON BRAND IMAGE ON HERO MOTORS

CONTENTS : PAGE NUMBERS

Dr.k.v.Subba Reddy Institution of Management Page 0

Dr.k.v.Subba Reddy Institution of Management Page 1

Brand image is a unique set of association within the minds of

Choose or create a memorable name for your brand. Create a visually

Dr.k.v.Subba Reddy Institution of Management Page 2

Image alone can help differentiate a commodity whether based on real or

Dr.k.v.Subba Reddy Institution of Management Page 3

NEED AND IMPORTANCE OF THE STUDY

The year 1980 marked a turning point in the conception of brands.

Today, every organization wants to have a brand. Beyond the natural

Dr.k.v.Subba Reddy Institution of Management Page 4

Dr.k.v.Subba Reddy Institution of Management Page 5

OBJECTIVES OF THE STUDY

 To identify the customer choice of brand.

 To understand the brand preference of Hero Honda bikes by

 To study impact of advertisement on the purchase decision of buyers.

 To study the impact of promotional activities on purchase behavior of

 To know whether customers are satisfied with the bike performance or

 To study the attitudes of consumer towards the Hero Honda bikes.

 To know the attributes of good branding.

Dr.k.v.Subba Reddy Institution of Management Page 6

SCOPE OF THE STUDY:

The project study “Brand image of HERO HONDA” provides an insight

The study is confined to “Brand image of HERO HONDA” users with

Dr.k.v.Subba Reddy Institution of Management Page 7

DESIGN OF THE STUDY:

This is generally used to clarify thoughts and opinions about the

Dr.k.v.Subba Reddy Institution of Management Page 8

In research, we can never be completely sure that a particular

DATA COLLECTION METHOD:

The primary source of data collection is by means of structured

Dr.k.v.Subba Reddy Institution of Management Page 9

Questionnaire consists of 15 questions, which are scheduled to

1. Open ended questions.(sentence form)

Secondary source of data collection supports and provides some

It is defined as the method of selecting a group of respondents, who

It is defined as number of respondents selected for research study and

Dr.k.v.Subba Reddy Institution of Management Page 10

1. The size of the sample is small.

2. The study is confined to the twin cities of Hyderabad and

3. The period of study is limited.

4. The study is restricted only to a sample size of 100 customers in order to

6. The degree of reliability cannot be taken to be always accurate.

Dr.k.v.Subba Reddy Institution of Management Page 11

Dr.k.v.Subba Reddy Institution of Management Page 12

Companies are realizing the importance of creating positive perception

The year 1980 marked a turning point in the conception of brands.

Dr.k.v.Subba Reddy Institution of Management Page 13

Today, every organization wants to have a brand. Beyond the natural

Dr.k.v.Subba Reddy Institution of Management Page 14

Branding can be defined as ways and means of creating

In other words branding can also be turned as a method of

Dr.k.v.Subba Reddy Institution of Management Page 15

It is a weapon in the marketers hand to effectively define and

Dr.k.v.Subba Reddy Institution of Management Page 16

THE GLOBAL TREND TOWARDS BRANDS:

Companies on a global scale now realize that one of the most

When people hear your name, they conjure up a set of impressions

Something as basic your business address contribute to how your

Dr.k.v.Subba Reddy Institution of Management Page 17

Brand is unique and identifiable symbol, association, name or

But mostly consumer products have practiced branding for several