ST.

JOSEPHS COLLEGE OF ART&COMMERCE SATPALA RAJODI VIRAR (W)

PROJECT REPORT
ON
MARKETING ANALYSIS OF HONDA MOTORS
BACHELOR OF MANAGEMENT STUDIES

2012-2013

SUBMITTED BY
ADISON MANVEL MACHADO
ROLL NO:8579

DNYANDEEP MANDALS
ST. JOSEPHS COLLEGE OF ART & COMMERCE
(SATPALA ROAD, DIST. THANE-401202)

CERTIFICATE
This is Certify that Mr/Ms. ADISON MANVEL MACHADO of
T.Y.BMS
semester
v
(2012-2013)
has
successfully
completed the project on MARKETING ANALYSIS OF HONDA
MOTORS under the guidance of:mr.clemettuscano.

___________________

(Signature of the Principal)

(Dr. N J Misquitta)

__________________

(Signature of the project guide)

(Mr. clemettuscano)

_______________
(Signature of Co-ordinator)

_______________
(Signature of External Guide)

(Mrs. Deepa Lopes)

_______________
(Signature of Internal)

DECLARATION
I MR/MS ADISON MANVEL MACHADO, the student of BMS
semester V (2012-2013) here by declare that I have
completed the project on MARKETING ANALYSIS OF HONDA
MOTORS.
The information submitted is true and original to the best
of my knowledge.

Signature of Student

ADISON M. MACHADO

ROLL NO:

ACKNOWLEGMENT
It is the happiest feeling to present the report prepared on
MARKETING ANALYSIS OF HONDA MOTORS. I take this
opportunity to acknowledge for the help for their input as
well as other facilities.
I am thoroughly thankful to the coordinator of our
department, Mrs. Deepa lopes for showing me the way
towards light. I would also like to thank my project guide
mr.clemettuscanofor constant assistance, suggestions,
guidance & support.

The last but not the least, I thank all my friends & teachers
for their cooperation as well as for making me known of my
mistakes.

MARKETING
ANALYSIS OF
HONDA
MOTORS

INDEX
SR.N TOPIC
O.
1

Objective of project

introduction

Types of marketing

Marketing strategy

History of honda

Vision and mission of honda

Guideline given by honda

Honda products (vehicles)

Marketing analysis

10

interview

11

4ps of marketing

12

Honda marketing strenth

13

Honda promotion strategy

14

CONCLUSION

15

bibliography

PG.N
O.

OBJECTIVESOF PROJECT
The main objective of my project is marketing analysis of honda
motors. To know about the 7ps of honda motors. Honda marketing
strategy , mission and vision , and branding strategy of honda
motors.
To study about honda product services, sefty guidelines and
promotion strategy.

INTRODUCTION
Automobile industry in india is one of the fastest growing aviation industries in the world.
With the liberalization of the indian aviation sector, automobile industry in india has
undergone a rapid transformation.
The auto industry has passed through several stages: (1) craft production (1890-1908), in which
dozens of small enterprises vied to establish a standard product and process; (2) mass
production (1908-1973), precipitated by Henry Fords moving assembly lines, which became
the standard operating mechanism of the industry; and (3) lean production (1973present),
which was initially developed at Toyota under the leadership of Taichi Ohno during the 1950s,
and which introduced a revolutionary management process of product-development and
production.
Mechanization of auto production has also been transformed over the past century, led by the
need for faster and lower-cost production on the supply side of the industry. Fords massproduction system relied on standardized designs to enable the construction of assembly plants
that were fully automated and utilized interchangeable auto parts. In its heyday, between 1908
and 1920, Ford streamlined the assembly process to the point where it took just over an hour
and a half to produce one car. Setting the industry standard for production enabled Ford to take
the lead in market share, but it also led to a complacent mindset that hindered innovation. In the
1920s General Motors improved on Fords assembly line process by introducing flexibility into
the production system, enabling faster changeovers from one model to the next. However, it
took half a century after Ford stopped mass producing Model Ts in 1927 for another production
paradigm to emerge as the standard in the global automotive industry. Toyotas lean production
systemwhich had its beginnings in 1953drove productivity to new heights by replacing
the push system with a pull system. Instead of producing mass quantities of vehicles and
pushing them through to dealerships to sell to customers or hold as inventories, the lean system
pulled vehicles through the production process based on immediate demand, minimizing
inventories at suppliers, assemblers, and dealerships. Just-in-time production also gave a larger
responsibility for product design, quality, and delivery to assembly workers and suppliers than
did the mass-production system. Suppliers were not vertically integrated into auto assembler
operations, but rather networked to the assemblers via long-term contracts. This total system of
cost-minimization and responsiveness to customer demands revolutionized auto manufacturing
on a global scale, although the model has been adapted to regional conditions.

MARKETING
Marketing is the process of communicating the value of a product or service to customers.
Marketing might sometimes be interpreted as the art of selling products, but selling is only a
small fraction of marketing. As the term "Marketing" may replace "Advertising" it is the overall
strategy and function of promoting a product or service to the customer. The American
Marketing Association defines marketing as "the activity, set of institutions, and processes for
creating, communicating, delivering, and exchanging offerings that have value for customers,
clients, partners, and society at large.
From a societal point of view, marketing is the link between a societys material requirements
and its economic patterns of response. Marketing satisfies these needs and wants through
exchange processes and building long term relationships. The process of communicating the
value of a product or service through positioning to customers. Marketing can be looked at as
an organizational function and a set of processes for creating, delivering and communicating
value to customers, and managing customer relationships in ways that benefit the organization
and its shareholders. Marketing is the science of choosing target markets through market
analysis and market segmentation, as well as understanding consumer buying behavior and
providing superior customer value.
There are five competing concepts under which organizations can choose to operate their
business; the production concept, the product concept, the selling concept, the marketing
concept, and the holistic marketing concept. The four components of holistic marketing are
relationship marketing, internal marketing, integrated marketing, and socially responsive
marketing. The set of engagements necessary for successful marketing management includes,
capturing marketing insights, connecting with customers, building strong brands, shaping the

market offerings, delivering and communicating value, creating long-term growth, and
developing marketing strategies and plans.

MARKETING ENVIRONMENT
The market environment is a marketing term and refers to factors and forces that affect a
firms ability to build and maintain successful relationships with customers.Three levels of the
environment are: Micro (internal) environment - forces within the company that affect its ability
to serve its customers. Meso environment .the industry in which a company operates and the
industrys market(s). Macro (national) environment - larger societal forces that affect the
microenvironme.

MARKET SEGMENTATION
Market segmentation pertains to the division of a market of consumers into persons with similar
needs and wants. For instance,Kellogg's cereals, Frosties are marketed to children. Crunchy Nut
Cornflakes are marketed to adults. Both goods denote two products which are marketed to two
distinct groups of persons, both with similar needs, traits, and wants. In another example, Sun
Microsystems can use market segmentation to classify its clients according to their promptness
to adopt new products
Market segmentation allows for a better allocation of a firm's finite resources. A firm only
possesses a certain amount of resources. Accordingly, it must make choices (and incur the
related costs) in servicing specific groups of consumers. In this way, the diversified tastes of
contemporary Western consumers can be served better. With growing diversity in the tastes of
modern consumers, firms are taking note of the benefit of servicing a multiplicity of new
markets.

Market

segmentation

can

be

defined

in

terms

of

the STP acronym,

meaning Segment, Target and Position.

TYPES OF MARKET RESEARCH

Market research, as a sub-set aspect of marketing activities, can be divided into the following
parts:

Primary research (also known as field research), which involves the conduction and
compilation of research for a specific purpose.

Secondary research (also referred to as desk research), initially conducted for one
purpose, but often used to support another purpose or end goal.

By these definitions, an example of primary research would be market research conducted into
health foods, which is used solely to ascertain the needs/wants of the target market for health
foods. Secondary research in this case would be research pertaining to health foods, but used by
a firm wishing to develop an unrelated product.
Primary research is often expensive to prepare, collect and interpret from data to information.
Nevertheless, while secondary research is relatively inexpensive, it often can become outdated
and outmoded, given that it is used for a purpose other than the one for which it was intended.
Primary research can also be broken down into quantitative research and qualitative research,
which, as the terms suggest, pertain to numerical and non-numerical research methods and
techniques, respectively. The appropriateness of each mode of research depends on whether
data can be quantified (quantitative research), or whether subjective, non-numeric or abstract
concepts are required to be studied (qualitative research).

MARKETING PLANNING

The marketing planning process involves forging a plan for a firm's marketing activities. A
marketing plan can also pertain to a specific product, as well as to an organization's
overall marketing strategy. Generally speaking, an organization's marketing planning process is
derived from its overall business strategy. Thus, when top management are devising the firm's
strategic direction or mission, the intended marketing activities are incorporated into this plan.
There are several levels of marketing objectives within an organization. The senior management
of a firm would formulate a general business strategy for a firm. However, this general business
strategy would be interpreted and implemented in different contexts throughout the firm.

MARKETING STRATEGY
The field of marketing strategy considers the total marketing environment and its impacts on a
company or product or service. The emphasis is on "an in depth understanding of the market
environment, particularly the competitors and customers.
A given firm may offer numerous products or services to a marketplace, spanning numerous and
sometimes wholly unrelated industries. Accordingly, a plan is required in order to effectively
manage such products. Evidently, a company needs to weigh up and ascertain how to utilize its
finite resources. For example, a start-up car manufacturing firm would face little success should
it attempt to rival Toyota, Ford, Nissan, Chevrolet, or any other large global car maker.
Moreover, a product may be reaching the end of its life-cycle. Thus, the issue of divest, or a
ceasing of production, may be made. Each scenario requires a unique marketing strategy. Listed
below are some prominent marketing strategy models.
A marketing strategy differs from a marketing tactic in that a strategy looks at the longer term
view of the products, goods, or services being marketed. A tactic refers to a shorter term view.
Therefore, the mailing of a postcard or sales letter would be a tactic, but a campaign of several
postcards, sales letters, or telephone calls would be a strategy.

MARKETING
ANALYSIS

OF

HONDA

MOToRS

HISTORY OF HONDA MOTORS

From a young age, Honda's founder, Soichiro Honda ( , Honda Sichir) (17
November 1906 5 August 1991) had an interest in automobiles. He worked as a mechanic at
the Art Shokai garage, where he tuned cars and entered them in races. In 1937, with financing
from an acquaintance, Kato Shichir, Honda founded Tkai Seiki (Eastern Sea Precision
Machine Company) to make piston rings working out of the Art Shokai garage. After initial
failures, Tkai Seiki won a contract to supply piston rings to Toyota, but lost the contract due to
the poor quality of their products. After attending engineering school, without graduating, and
visiting factories around Japan to better understand Toyota's quality control processes, Honda
was able, by 1941, to mass produce piston rings acceptable to Toyota, using an automated
process that could employ even unskilled wartime laborers.
Tkai Seiki was placed under control of the Ministry of Commerce and Industry (called the
Ministry of Munitions after 1943) at the start of World War II, and Soichiro Honda was demoted
from president to senior managing director after Toyota took a 40% stake in the company.
Honda also aided the war effort by assisting other companies in automating the production of
military aircraft propellers. The relationships Honda cultivated with personnel at Toyota,
Nakajima Aircraft Company and the Imperial Japanese Navy would be instrumental in the
postwar period. A US B-29 bomber attack destroyed Tkai Seiki's Yamashita plant in 1944, and
the Itawa plant collapsed in the 1945 Mikawa earthquake, and Soichiro Honda sold the
salvageable remains of the company to Toyota after the war for 450,000, and used the
proceeds to found the Honda Technical Research Institute in October 1946. With a staff of 12
men working in a 172-square-foot (16.0 m2) shack, they built and sold improvised motorized
bicycles, using a supply of 500 two-stroke50 ccTohatsuwar surplus radio generator engines.
When the engines ran out, Honda began building their own copy of the Tohatsu engine, and
supplying these to customers to attach their bicycles. This was the Honda Model A, nicknamed
the Bata Bata for the sound the engine made. The first complete motorcycle, both frame and
engine, and made by Honda was the 1949 Model D, the first Honda to go by the name Dream.

Honda Motor Company grew in a short time to become the world's largest manufacturer of
motorcycles by 1964.
The first production automobile from Honda was the T360 mini pick-up truck, which went on
sale in August 1963. Powered by a small 356 cc straight-4 gasoline engine, it was classified
under the cheaper Kei car tax bracket. The first production car from Honda was the S500sports
car, which followed the T360 into production in October 1963. Its chain driven rear wheels
points to Honda's motorcycle origins.
Over the next few decades, Honda worked to expand its product line and expanded operations
and exports to numerous countries around the world. In 1986, Honda introduced the successful
Acura brand to the American market in an attempt to gain ground in the luxury vehicle market.
Honda in 1991 introduced the Honda NSX supercar, the first all-aluminum monocoque vehicle
that incorporated a mid-engine V6 with variable-valve timing. Later, 1995 gave rise to the
Honda Aircraft Company with the goal of producing jet aircraft under Honda's name.

VISION AND MISSION OF HONDA MOTERS

VISION:
developing a philosophy built on the experience of a practical engineer, Soichiro Honda created
a corporate culture that would go on working towards his objective - nothing less than
becoming and remaining the world's best motor manufacturer - long after his own active day.
The corporate vision statement is like the founder himself, enormously practical

Quality
Reliable

in

all
products

jobs

learn,
on

think,

time,

with

analyze,

evaluate

excellence

and

and

improve
consistency

Better communication - listen, ask and speak up

MISSION:
Maintaining a global viewpoint, Honda is dedicated to supply products of the highest quality,
yet at a reasonable price for worldwide customer satisfaction. Honda's mission is to
Proceed always with ambition and youthfulness
Respect sound theory, develop fresh ideas, and make the most effective use of time
Enjoy work and encourage open communication
Strive constantly for a harmonious flow of work
Be ever mindful of the value of research and endeavor

GUIDELINES BY HONDAPHILOSOPHY
Guided by Honda Philosophy, Honda has expanded its business globally based on the pursuit of
new dreams and the determination to make them come true. Through these efforts, we have

shared a joy and established a trust with customers and society around the world. In order to
further advance our global business in each region, every Honda associate in various countries
around the world needs to share a common value at Honda and become even more self-reliant.
The Honda Conduct Guideline represents the important values that have guided our actions to
date. With each one of us sharing these values, we will be able to further gain the trust of our
customers and society, helping Honda strengthen our position as a company that society will
want to exist.

COMPLIANCE:
(1)RESPECT FOR THE LAW
PROPER UNDERSTANDING OF THE LAW
We will understand and abide by the letter as well as the spirit of applicable laws, stay informed
of any revisions to the law and take the necessary courses of action.
WHAT TO DO IN CASE OF UNCLEAR INTERPRETATION
Whenever there is a doubt or unclear interpretation of the law, we will consult with the legal
department, government bodies and/or outside experts.
WHAT TO DO IF THE LAW HAS BEEN VIOLATED
Whenever a violation of the law or the risk of such an occurrence is noticed, we will
immediately report to or consult with the supervisor or the legal department, or make a proposal
to the Business Ethics Proposal Line.
REPORT/NOTIFICATION TO GOVERNMENT AGENCIES
We will properly make reports/notifications to government agencies as required by law.

(2)RESPECT FOR COMPANY RULES

PROPER UNDERSTANDING OF COMPANY RULES

We will understand and abide by the letter as well as the spirit of related company rules, stay
informed of any revisions and take the necessary courses of action.
WHAT TO DO IN CASE OF UNCLEAR INTERPRETATION
Whenever there is a doubt or unclear interpretation of a company rule, we will consult with the
department that created the rule to confirm proper understanding.
WHAT TO DO IF RULES HAVE BEEN VIOLATED
Whenever a violation of a company rule or the risk of such an occurrence is noticed, we will
report to or consult with the supervisor or make a proposal to the Business Ethics Proposal
Line.
REPORT/NOTIFICATION
We will properly make reports/notifications as required by company rules.

(3)RESPECT FOR SOCIAL NORMS

As a member of society, we will behave ethically and in accordance with the common sense of
the community in which we operate.
TRAFFIC SAFETY
In order for Honda to be a leader in traffic safety, we will abide by traffic rules and drive safely.

ENVIRONMENTAL PROTECTION
To help Honda actively promote environmental protection, we will proactively seek the means
to protect the environment.

EFFICIENT USE OF NATURAL RESOURCES AND RECYCLING

We will strive to make efficient use of energy and other natural resources, and continue to
advance our recycling efforts.
WHAT TO DO IN CASE OF UNCLEAR INTERPRETATION
Whenever there is a doubt or unclear interpretation of the law, we will consult with the legal
department, government bodies and/or outside experts.
LEGALLY REQUIRED MEASUREMENTS, RECORDING AND REPORTING
We will conduct measurements, recording and reporting on the environment related to soil,
underground water, air, noise, smells, etc., as required by environmental laws or company rules.

(4)CONTRIBUTION TO SOCIETY:
In order for Honda to be a good corporate citizen with strong roots in the community and
society at large, we will actively participate in activities that contribute to the well being of
society.
COMMUNITY PARTICIPATION
We will become active members of the local community and participate in local activities.
SOCIAL WELFARE
We will actively support people with mental and physical difficulties.
DISASTER RELIEF
We will actively support disaster relief activities.
VOLUNTEER ACTIVITIES
We will actively encourage, support and participate in volunteer activities.

(5)MANAGEMENT OF INFORMATION:
In order for Honda to properly manage customer- and business partner-related information, we
will pay the utmost attention to the appropriate handling of confidential information.
MANAGEMENT OF INFORMATION SECURITY
We will appropriately manage information security such as the locking of storage cabinets, and
carefully managing computers and security passwords.
CONFIDENTIAL INFORMATION DISCLOSURE PREVENTION
We will not release confidential information or personal information regarding customers,
business partners, and associates.

(6)SAFETY AND HYGIENE

We will strive to provide a safe, hygienic and comfortable work environment for every Honda
associate.
PROVIDING FOR A COMFORTABLE WORKING ENVIRONMENT
We will provide a comfortable working environment by maintaining an orderly, well-organized
and clean workplace.
RESPECT FOR SMOKING RULES
We will strive to manage potentially dangerous processes and areas to prevent injuries on the
job.
ACCIDENT PREVENTION
We will respect rules and etiquette regarding smoking.
ACTION TO BE TAKEN WHEN AN UNSAFE OPERATION IS DISCOVERED
Whenever an unsafe process or area is noticed, we will immediately report to the supervisor.

WHAT TO DO IN CASE OF DISASTER

Whenever a disaster occurs, priority must be given to protecting human life and preventing the
disaster from worsening.
EMERGENCY CONTACTS
To ensure quick action, everyone will be informed in advance of what to do and who to contact
in the event of an emergency situation.

(7)DISCRIMINATION
In order to make sure Honda is a fair, discrimination-free company, we will affirmatively accept
the uniqueness and differences of people around the world and act in adherence to the principle
that all people are created equal.
Prevention of discrimination
We will not discriminate according to place of birth, nationality, beliefs, religion, sex, race,
ethnic origin, age, physical or mental disability, legally protected medical condition, hobbies,
education, or status within society.
Prohibition of Use of Discriminatory Language
We will not use words/expressions considered discriminatory or that may be interpreted as
discriminatory.

Protection of Privacy
To make sure Honda emphasizes the privacy of individuals, we will do our utmost to respect
and protect privacy.
Respect for Privacy Protection Laws
We will abide by the letter as well as the spirit of laws protecting individual privacy.
Prevention of Unauthorized Revelation of Private Information
Before providing private information to a third party, we must first obtain the approval of the
person(s) concerned.

(8)BUSINESS TRANSACTIONS
To make sure Honda maintains a fair and sound relationship with our business partners, we will
conduct fair, sound transactions.
SELECTION OF BUSINESS PARTNERS
When we need to purchase products or services, we will select a business partner by comparing
and evaluating in an impartial manner the terms and conditions offered by various business
partners.
PROHIBITION ON EXCESSIVE GIFTS AND BENEFITS
In our dealings with business partners, we will neither offer nor accept gifts or benefits beyond
that normally considered appropriate.
PROHIBITION ON IMPROPER EXERCISE OF POSITIONS AND AUTHORITIES
We shall not exercise positions or authorities inappropriately to exact improper benefits from
business partners; nor will we give business partners improper benefits.
RELATIONSHIPS WITH GOVERNMENTAL AGENCIES
As representatives of an independent corporation, we will keep our relationships with
government officials in a straightforward and sincere manner.

Honda Vehicles
Honda Aviator
Honda launched this gearless scooter in Feb/March 2001.The slogan for this is "Live your
style".
The specifications are :
Type:4 Stroke,
Cylinder: Single Cylinder
Cooling mechanism: Air-cooled, OHC,
Displacement :102cc
Max Power: 7 bhp (5.2 kW) @7000 rpm
Max Torque:0.8 kgm @5500 rpm
Transmission: V-Matic

Honda Activa
The Honda Activa is the first scooter model released by HMSI for the Indian market in 2000. It
was marketed as a family vehicle. It has Honda Activa with a 102 cc engine (recent models
come with 110cc engine). The scooter is also known as a family two-wheeler for its higher load
carrying capacity. The vehicle has the option of kick-start and self-start. The chassis is made the
under bone type and the body panels are moulded steel sheet.

Activa incorporates better rider comfort and includes the puncture-resistant "tuff-up" tyre and
tube combination. It has low riding height and low noise 4-stroke engine. It gives a mileage of
about 45 km per litre on a long run.

Honda Dio
The Honda Dio is a stylish version of the Honda Activa, having almost the same technical
specifications. The engine is slightly more powerful. The Dio is targeted at young people.
Honda calls it India's first "motoscooter".

Honda Eterno
Advertised as the "Geared Surprise" prior to launch, the Honda Eterno is a 4-stroke, 150 cc
scooter. Honda claims that the Eterno gives the best mileage in its class.

Honda Unicorn
The Honda Unicorn is HMSI's first motorcycle for the Indian market. It is powered by a newly
developed 4-stroke, 149 cc engine. The Unicorn is the first bike in India to incorporate the
mono suspension system. The bike is touted as the "Flying Machine" by Honda.

Honda Shine
Marketed as the "Dream Machine", the Honda Shine has the newly developed 125 cc Optimax
engine. The motorcycle is targeted at the mid-range motorcycle segment.

Honda CBF Stunner

This bike is a 125 cc bike with a sporty fairing, producing approximately 11 bhp.

Honda CB Unicorn Dazzler

This bike is a stylish commuter. It has the same 149.1 cc Unicorn's engine, but has high lift
cams. It produces 14 bhp of power and around 12.8 NM of torque.

Honda Twister
The latest launched motorcycle Honda CB Twister's has a 110cc engine. The bike's engine is
expected to develop 9 Nm of maximum torque at 6000 rpm and will produce 9 bhp of
maximum power at 8000 rpm. With 110cc engine, the latest launched bike in India Honda CB
Twister expects to deliver a mileage of 70 km/litr.

Honda Dream Yuga

Honda has just launched new 110 cc bike, Honda Dream Yuga in India. Honda Dream yuga
comes with both self start and kick start. It comes fitted with 109 cc engine, producing
Maximum Power of 8.5 BHP @ 7500 RPM and Maximum Torque of 8.91 Nm @5500 Rpm.
Honda already have Honda Twister, which is 110 cc bike.

MARKETING ANALYSIS

GROWTH OF HONDA MOTORS IN 2011/2012

The growth of automobile industry in india is as fallows: in march 2011 to 2012 the
growth of honda motor is in the top level. According to chart SUZUKI scooters is has
growth rate is 69.69% which is the top growth rate in India. And TVS moters which has
-3.48% which is the lowest rate in India.

USER OF HONDA MOTERS IN NANDAKHAL

VILLAGE
In nandakhal people use different different types of moters. Survey
of nandakhal shown by graph.

Sales

honda moter
suzuki
discover
other

In nandakhal 65% people used Fuzukmoters. 25%people can

prefardFuzuki , 8% gos for discover bike and remening 2% people
can used other moters.

SURVEY OF SAMADHAN AUTO WORKS:

A SAMADHAN automobile is establish in 1991 by MR. MICHEAL
DMELLO. When he starts the automobile company then it starts by
only bajajmoter service. And now todays word it was a muiltyauto
mobile company.
INTERVIEW OF MR. MICHEAL DMELLO.

1)Best sales of product.

5
4.5
4
3.5
3

bajaj

2.5

other
honda

2
1.5
1
0.5
0
1991-1996

1996-2001

2001-2006

2006-2012

From 1991- 1996 sale of Bajaj moters is on high. But after

1996-2012 we will see the sale of Honda moters is high. And in
year 2012 the Honda moters is on an top position.

2)Which company gives the best service

6
5
4
Series 1

Series 2
Series 3

2
1
0
1991-1996

1996-2001

2001-2006

2006-2012

For the SAMADHAN AUTO from 1991-2012 the Bajaj auto can
give the best service to SAMADHAN auto. After the Bajaj the
Honda auto can give the best service to SAMADHAN and his
customer.

3)Which company
product.

get

fault

in

the

Category 4

Category 3
bajaj
other
honda

Category 2

Category 1

0.5

1.5

2.5

3.5

4.5

According to mr. MICHEAL DMELLO all products are good but

some like t.v.s Mahindra that types of product can get fault
there service are not satisfied to his customers that the reason
the sale of t.v.s and Mahindra are low. But he says the Honda,
Bajaj, and Suzuki access can provide best services to his
customers.

SURVEY OF A1 AUTO (ROBERT MOTORS)

A1

sales and services are establish in 1987 by Mr.ROBERT

CORREIA. When he starts the automobile company then it starts by
muiltauto mobile company.

INTERVIEW OF MR. ROBERT CORREIA.

1)Best sales of product.

5
4.5
4
3.5
3

bajaj

2.5

other
honda

2
1.5
1
0.5
0
1987-1995

1996-2001

2001-2006

2006-2012

From 1991- 1996 sale of Bajaj moters is on high. But after

1996-2012 we will see the sale of Honda moters is high. And in
year 2012 the Honda moters is on an top position.

2)Which company gives the best service

6
5
4
BAJAJ

OTHER
HONDA

2
1
0
1991-1996

1996-2001

2001-2006

2006-2012

For the A1 AUTO from 1987-2012 the Honda auto can give the
best service to A1 auto. After the Honda auto other auto can
give the best services like SUZUKI, T.V.S MEHINDRA
can give the best service to A1 and his customer.

3)Which company
product.

get

fault

in

the

Category 4

Category 3
bajaj
other
honda

Category 2

Category 1

0.5

1.5

2.5

3.5

4.5

According to Mr. ROBERT CORREIA all products are good but

some like t.v.s Mahindra that types of product can get fault
there service are not satisfied to his customers that the reason
the sale of t.v.s and Mahindra are low. But he says the Honda,
HERO, and Suzuki access can provide best services to his
customers.

FOUR PS OF MARKETING:
PRODUCT:
It is a set of attributes assembled in an identifiable form.
OR

It can be defined as every want satisfying attribute a consumer receives in

making anexchange, including psychological as well as physical benefits. It includes product
planning, product research and development; product testing; and the service acc
ompanying the product.

PRICE:
Price is amount of money and /or other items with utilityneeded to acquire a product.
OR
It is the value that one puts on the utility that one receives of goods and services. It
includes price determination; pricing policies; and specific pricing.
It is the making available of products in quantity desired to as many customers as
possibleand to hold the total inventory, transportation and storage costs as low as possible. It
includesselection. Coordination and evaluation of channels; transportation; ware
housing; andinventorycontrol.OR A

channel of distribution comprises a set of institutions which perform all of the activitiesutilized
to move a product and its title from production to consumption.
Bucklin - Theory of Distribution Channel Structure (1966)
Place is also known as channel, distribution, or intermediary. It is the mechanism
throughwhich goods and/or services are moved from the manufacturer/ service provider
to the user or consumer.

PROMOTION:

It is the element in an organizations marketing mix that serves to inform, persuade andremind
the market of a product and/or the organization selling it, in hopes of influencing therecipients
feelings, beliefs or behaviors.
OR It is used to facilitate exchanges by informing one or more groups of
people about anorganization and its products. Promotion includes such areas as sales
management;
personals e l l i n g ; a d v e r t i s i n g s a l e s p r o m o t i o n a l p r o g r a m s a n d a l l o t h e r f
o r m s o f m a r k e t i n g communications.

PEOPLE:
in services business, the service provider reflect the organisational realities. it is through
the interaction with the staff, that the customer from an opinion of the organisation.
a service firm may have the latest equipment and all the facilities but yet it may not be
able to provide satisfactory customer service due to lack of interpersonal relationship
between the service provider and customer.

Honda marketing Strategy:

The American Honda Motor Company was established as a subsidiary by Honda

in1959. During the 1960's the type of motorcycles brought by Americans underwent
amajor change. Motorcycle registrations increased by over 800,000 in five years
from1960. In the early 60's the major competitors were Haley - Davidson of U.S.A,
BSA,Triumph and Norton of the UK and Motto - Guzzi of Italy. Harley-Davidson had

thelargest market

share with sales in

1959

totalling

a6.6

million

dollars. Many of themotorcycles produced were large and bulky and this led to the image of
the motorcycler i d e r a s b e i n g o n e w h o w o r e a l e a t h e r j a c k e t a n d w e n t o u t
to cause

t r o u b l e . The Boston Consulting Group ( BCG ) report was initiated by

the British governmentto study the decline in British motorcycle companies around the
world, especially in theUSA where sales had dropped from 49 0n 1959 to 9 0n 1973. The
two key factors thereport identified was the market share loss and profitability
declines

an

the scaleeconomy disadvantages in technology, distribution, and manufacturing. The

BCGreport showed that success of the Japanese manufacturers started with the growth
of their own domestic markets. The high production for domestic demand led to
Hondaexperiencing

economies of

scale as

the cost of

producing motorbikes

declined

with thelevel of output. This provided Honda to achieve a highly competitive cost
positionwhich they used to penetrate into the US market. " The basic philosophy of the
Japanesemanufacture

is that

high

volumes

per model

provide the

potential for high

productivityas a result of using capital intensive and highly automated techniques. Their
marketingstrategies are therefore directed towards developing these high model
volumes, hencethe careful attention that we have observed them giving to growth
and market share."(

The report goes on

to show how Honda built up engineering competencies through theinnovation of Mr Honda.

The company also moved away from other companieswhorelied upon distributors to
sell their bikes when the company set up its headquarters inthe west coast of
America. The BCG

found

market were

limited

for

that

the

group

motorcycles
of

people

available
such

as

before Hondaentered

the

the

etc.

police,

army

ButHonda had a "policy of selling, not primarily to confirmed motorcyclists but rather tomemb
ers of the general public who had never before given a second thought to
amotorcycle"( SP p.116 ). The small, lightweight Honda Supercub sold at under
250dollars compared to the bigger American or British machines which were retailing

ataround 1000 to 1500 dollars. In 1960 Honda's research team comprised of around
700designer and engineer staff compared to the 100 or so employed by their
competitorsshowing the value which the company placed on innovation. Production
per man-year was

159

units

in

1962,

a figure

not

reached

by

Harley-

Davidson until 1974.Honda was following a strategy of developing region by region. Over
a period of four to five years they moved from the west coast of America to the east
coast.

The

reportshowed

the emphasis

which Honda

paid to advertising

when the

company spent heavilyon the advertising theme " you meet the nicest people on a
Honda"
therebydisassociating themselves from the rowdy, hell's angels type of people.Essentially
the BCG is portraying Honda as a firm dedi cated to being a low costproducer,
utilising

its

dominant

position

in

Japan

to

force entry

into

the

U.S

market,redefiningthat market by putting up the nicest people image and

exploiting
itscomparative advantage via aggressive advertising and pricing.Pascale

tends

to disagree on many points of the BCG report. The report suggests thatthere was a smooth
entry into the U.S market which led to an instant success. Pascaleargues that Honda
entered the American market at the end of the motorcycle tradeseason showing
their impotence to carry out research in the new market. As they enteredthe market at the wrong
time sales were not as good as they should have been and anysuccess was not going to be
instantaneous.

Pascale

also

criticises

the assumption

thatHonda

was superior

to other competitors in productivity. He says that Honda wassuccessful in Japan

with productivity but circumstances indicate that the company wasnot superior. The lack
of funding

from the

ministry

of

of profits into inventory meant they had a

finance

and

the ploughing

tight budget to follow.The

BCG

back
report

shows that Honda had a smoot h policy of devel oping region byregion, moving
from the west to the east. Pascale response is that this is partly true butreminds that Hondas
advertising was stil l in Los Angeles in 1963, four years after setting up their

subsidiary. The

report to

the British government

showed

that

Honda

hada deliberate strategy of disassociating themselves from the hells angels type of peopleby
following the nicest people advertisement policy. Pascale shows that this was not anintentional
move since

there were disputes

saleseventually persuading

within

to management

the company

with the

against their better

director of
judgement. The

BCG reportfound Honda pushed into the U.S market with small lightweight motorbikes.
However Pascale says this is again not true. He argues the intended strategy was one
of promotingthe larger 250cc and 350cc as Honda felt that this was what the market
wanted sinceAmericans liked all things large. The bikes were unreliable which led to the
promotionof the supercubs. These bikes salvaged the reputation of the company.
An idea whichhardly came from an inspired idea but one of desperat ion. Overall
Pascale gives theimpression that it was through an incidental sequence of events which
led to Hondagaining a strong hold in the U.S market, mainly through the unexpected
discovery of alarge untapped segment of the market while at the same time
trying

to

retain

the i n t e r e s t

o f

t h e

c u r r e n t

m a r k e t . The

criticism made by Pascale can be further analysed by looking at the strengths ofThe strengths of
Honda start with the roles which the founders played. Honda was aninventive genius with a
large ego and a the two of them were able to pool together resources and function effectively
as a team.Another

strength

was

the

way

the

company

utilised

its

market

position. Strengths indesign advantages and production methods meant they were able
to increases sales inJapan even though there was no organisation within the company.
Once there was alarge enough demand for its products, mainly the supercub, Honda both
in Japan and inAmerica, moved from a sale on consignment basis to one that required cash on
delivery.This seemed a very risky decision to make at the time but within three years

they hadchanged the pattern within the motorcycle industry by shifting the power
relationshipfrom the dealer to the manufacturer. Mr Honda had cultivated a "success
against allodds" culture into the company. This was tested when he sent two executives to the
U.Swith no strategy other than to see if they could sell something.The weaknesses within

an organisation can become irrelevant if the strategy is stron and there is good ledership.. An
element of luck also helped Honda follow an emerging strategy. Restrictionsplaced on
funds by the government for the U.S ventur e forced Honda to take an alternative
route. If they had all the funds necessary they may well have gone throughe normal
distribution channel.. Honda entered the us market right at the end of the motorcycle
trade season. Whenleaking oil and clutch problems occurred on their bikes it did not
affect Honda as hardas it would have had they entered in the beginning of the season.
Also people noticingtheSupercubs led the company to produce a bike which was not at
first supported byThe success of Honda was not the result of senior management
coming up with all theanswers. In fact senior executives in most Japanese manufacturing
companies

do

nottake their strategic positions too seriously. Salesman, cleaners and

those working on themanufacturing floor all contribute to the company is run and
thereby influence itsstrategic position. It is this ability of an organisation to move ideas from
the tom to thebottom and back again in continuos dialogue that the company values the
greatest.As a conclusion it is necessary to consider the theoretical side of Hondas
strategy andsee whether the company was in fact following a model. The first model is
the Andrew'smodel. Andrew came up with the idea that there were two stages to
corporate
strategy,formulation and implementation. Formulation involved looking at the market,compet
itors and

resources

and

formulating

a corporate

strategy

which

would

beimplemented throughout each process of the organisational structure. This model

wasalso supported by Porter. This is how the BCG saw Honda, as a corporation, who
hadl o o k e d

at the market, formulated

a strategy

to cope

w i t h t h e e n v i r o n m e n t a n d competition pressures and implemented it, making all

Hondas plans and activitiesdeliberate.volatile temperament. His main concerns werenot
about the profitability of the company or its produ cts, but rather to show

hisinnovative ability by producing better engines. Fujisawa on the other hand

thoughtabout the financial section of the company and how to marke t the

ideas.He oftenchallenged Honda to come up with better engines. By specialising in their

own abilities The second model known as the emergent strategy portrays a
different image to theAndrews model and shows how Pascale viewed Honda. The
model shows

realisedstrategy made up from a an intended strategy together with

an emergent strategy whichis not planned but emerges in relation to activities within the
environment. Pascaleseemed to think that in Hondas case a substantial proportion or the
companies corporatestrategy was emergent and less was actually intended strategy. The
actual strategyfollowed by Honda is likely to be a combination of both.

PROMOTION STRATEGY OF HONDA MOTOR

ADVERTISEMENT

The company tried to communicate the unique message in every advertisement that its products
have a good quality to customer. For example, Honda Freed; it can carry many persons in its
body, they will feel like family condition. So this product is appropriate to each quite big family.
So the company used pull strategy in attracting customers because from the above
advertisement the company showed the abilities of its product and also it meaned that how the
company's

products

was

different

from

others.

PERSONALaSELLING

The company had coorperated with its representative seller under its three philosophy they are
joy of buying, joy of selling and joy of creativity. This has an objective for making many
satisfaction of customers as highly as the company can do. and also this is a good strategy of
Honda

in

increasing

its

sale

to

be

higher

and

higher

in

the

future.

PUBLICARELATION

Every advertisement of Honda tried to make its picture in form of more good quality than others
intoacustomer'samind.

PROMOTION

The company gives a service after selling to customer. For example, Honda Freed the company
had provided some gift for customer such as first class insurance, film lamina etc. So this is one
means of pull strategy in attracting customer's mind and make them become the company's
royal customers.

CONCLUSION:
Through this project I studied about marketing analysis of Honda motors. I got to know both its
strong and weak points. Honda motor has a power fulindustry, they provide good services to to
the customers.
They should understand their strength and weakness and seek for the better opportunity and
prevent from threats.

BIBLIOGRAPHY
http://en.wikipedia.org/wiki/honda
htto://www.hondamoto.com
http://www.google.com
http://www.marketing91.com/