SUMMER TRAINING REPORT SUBMITTED TOWARDS THE PARTIAL FULFILLMENT OF POST GRADUATE DEGREE IN INTERNATIONAL BUSINESS
STRATEGIES PROMOTING : YAMAHA RAY & RAY Z
SUBMITTED BY: SWATI JAIN MBA-IB (2012-2014) Roll No. : A1802012221
INDUSTRY GUIDE
FACULTY GUIDE
Ms. SWATI KUMAR, Manager - CS & Education Department, Motor India Sales Pvt. Ltd. A - 3, Industrial Area, Noida - Dadri Road, Surajpur – 201306 Distt. Gautam Budh Nagar (U.P)
Prof. AJEET SHARMA, Professor, AIBS, Yamaha AUUP
AMITY INTERNATIONAL BUSINESS SCHOOL, NOIDA AMITY UNIVERSITY – UTTAR PRADESH 1|Page
CERTIFICATE OF REPORTING
This is to certify that Ms._Swati Jain_, a student of Post Graduate Degree in __MARKETING_(MBA IB)__, Amity International Business School, Noida has worked in the _YAMAH MOTOR INDIA SALES PVT LTD_, under the able guidance and supervision of Ms.___ Swati Kumar _________, designation__ Manager - CS & Education Department, Company__ YAMAH MOTOR INDIA SALES PVT LTD ___. The period for which he/ she was on training was for __8__weeks, starting from _09/05/2013___to __09/07/2013__. This Summer Internship report has the requisite standard for the partial fulfillment the Post Graduate Degree in International Business. To the best of our knowledge no part of this report has been reproduced from any other report and the contents are based on original research.
Signature
Signature
(Faculty Guide)
(Student)
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ACKNOWLEDGEMENT I express my sincere gratitude to my industry guide Ms. Swati Kumar, (Designation) Manager - CS & Education Department, (Company) Yamaha Motor India Sales Pvt. Ltd, for his/her able guidance, continuous support and cooperation throughout my project, without which the present work would not have been possible.
I would also like to thank the entire team of Oswal Auto Azadpur a Yamaha Bike Station for the constant support and help in the successful completion of my project.
Also, I am thankful to my faculty guide Prof. Ajeet Sharma of my institute, for her continued guidance and invaluable encouragement.
Signature (Student)
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TABLE OF CONTENTS Executive Summary ................................................................................................................... Introduction ................................................................................................................................ Objectives………………………………………………………………..………........... Methodology…………………………………………………………………………… Chapter 1- Industry profile…………………………………………………………………... The Indian Automobile Industry – An Overview……………………………………… Market Share of Domestic Automobile Industry……………………………………… Production Overview…………………………………………………………………... Domestic Sales…………………………………………………………………………. Two wheeler Industry - An Overview...…………………………………………….…. Market Share of Two wheeler Industry……………………………………………….. Driving Force of the Sector…………………………………………………………….. Major Companies………………………………………………………………………. Sales and Market Share of Major Companies………………………………………….. Sales and Market Share of Motorcycles, Scooters and Mopeds………………………. Price Mechanism and Trends of Two Wheeler Industry…..…………………………... Swot Analysis of Two Wheeler Industry……………..……………………………….. Chapter 2- Company Profile………………………………………………………………… Yamaha Global ………....……………………………………………………………... Brand Slogan…………………………………………………………………………… Peak into Yamaha Motor Corp………………………………………………………… Yamaha India…………………………………………………………………………... Vision…………………………………………………………………………………...
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Mission…………………………………………………………………………………. Core Competencies…………………………………………………………………..… Corporate Philosophy………………………………………………………………….. Organisational structure……………………………………………………………….. Product Line in India………………………………………………………………….. Production Centres……………………………………………………………………. Demand - Supply Statistics of Yamaha Product Line ………………………………... Financial Statement Analysis ........…………………………………………………… Swot Analysis of Yamaha……………………………………………………………... Dealership……………………………………………………………………………... Chapter 3- Marketing Management at Yamaha…………………………………………... Yamaha Rays - An Overview ………………………………………………………... Yamaha Ray - 4 P's of Marketing …………………………………………………… Yamaha Ray - STP …………………………………………………………………... An Eye on Competitors………………………………………………………………. CRM Strategies……………………………………………………………….………. Brand Management…………………………………………………………………… Marketing Channel…………………………………………………………………… Sales Promotion and Personal Selling………………………………………………... Factors Affecting Buying Behaviour…………………………………………………. PLC of Yamaha RAY and RAY Z…………………………………………………… Chapter 4- Conclusion…………………………………………….………………………... Findings……………………………………………………………………………… Analysis……………………………………………………………………………… Recommendation……………………………………………………………………. 5|Page
Case Study…………………………………………………………………………… Abbrevations………………………………………………………………………..... References……………………………………………………………………………. Annexures……………………………………………………………………………..
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EXECUTIVE SUMMARY 1) PROJECT DURATION ( 8 WEEKS ) A. Date of Summer Internship Commencement : 09/05/2013 B. Date of Summer Internship Completion : 09/07/2013 2) SUMMARY OF THE PROJECT: This project is mainly based on to develop different marketing strategies for the scooter Yamaha Ray & Ray Z at Oswal Autos, Azadpur, Delhi. The vehicle has been launched in the month of September, 2012 in Hyderabad and is the first scooter from the brand Yamaha, so basically the project is to develop different kind of marketing and sales promotion techniques for the same vehicle so as to increase the sales. The project also deals about the Customer Satisfaction Index on the same scooter (RAY & RAY Z), on what parameters are the existing customers of the vehicle are unsatisfied or show low satisfaction index. It also deals with the areas of Sales and Service of the dealership and the customer feedback on the same areas. The project would commence by the enquiry analysis for the scooter ―RAY & RAY Z‖, then followed by the different sales promotion techniques like canopy programs at different locations, digital marketing, mobile marketing etc. analysis on the same events conducted. Customer satisfaction level and customer feedback on the product and on the sales and the service part of the dealership so as to improve on the areas of the dealership which needs improvement, this is generally carried out by primary research methods in the form of questionnaires, the data collected will be hence forth analyzed and the implementations would be as required.
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INTRODUCTION The purpose of my project is to study the existing trends and analyze the challenges and opportunities for the development of Scooter industry in Delhi (NCR) region with the changing global environment. The Project consist of problems, opportunities and improvement areas which need to be address for the growth of the Scooter launched by Yamaha Company and on those basis certain conclusions and recommendations were drawn and finally suggestions were put forward. As the scooter is newly launched company needs to focus on certain areas like Customer Needs, Branding – marketing initiatives, Pricing and After Sales Services. While carrying out the study I have gained a good amount of knowledge and on the basis of the survey done I came to know how the Scooter Industry made advantage of these challenges and turn them into opportunity. Also this has given a chance to try and apply the academic knowledge and gain insight into corporate culture and market scenario. This not only helped in developing decision-making abilities but it also taught me the importance of Team work and Punctuality.
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OBJECTIVES Primary Objective: To gain maximum practical experience and exposure in the company that to in the process of Marketing and Sales (before & after) of a commodity and utilize it further to be a part of a Marketing Team in a prestigious company. Secondary Objectives: A. Marketing strategies to improve the sales of newly launched RAY & RAY Z scooter of Yamaha at Oswal Auto (YBS), North Delhi Region. B. Improve the quality of Yamaha Bike Station (YBS) C. Competitors Analysis to understand the market trends.
METHODOLOGY A. Analysis of the YBS quality w.r.t. FOMS i.e. Facility, Operations, Manpower and 5 senses parameters by doing Customer Satisfaction Index survey which will help in understanding the customer needs. B. Increasing the Sales and creating Awareness of the newly launched scooter through promotional activities. C. Training and Development of staff D. Monitor results and counter measures
DATA COLLECTION METHOD
Primary data: - The primary data has been collected through questionnaire by personally visiting different dealers in North Delhi region, interaction with the staffs, managers, was done to primarily collect information pertaining to the research topic.
Secondary Data: The secondary data was collected through websites, marketing journals, books and other informative sites.
Sample Size: It differs from 10-30 and in some cases 100 customers from different categories in North Delhi region were selected.
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Sampling Technique: Convenient Random Sampling has been used in order to get the data. To facilitate the availability of data, respondents were the sales executive, walk in customers, managers of the dealership
Data Analysis: The data collected from various sources have been classified, tabulated and analyzed in the graphical and theoretical form.
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INDUSTRY PROFILE Overview on Automobile Industry The Indian Automobile Industry is manufacturing over 11 million vehicles and exporting about 1.5 million every year. The dominant products of the industry are two wheelers with a market share of over 75% and passenger cars with a market share of about 16%. Commercial vehicles and three wheelers share about 9% of the market between them. About 91% of the vehicles sold are used by households and only about 9% for commercial purposes. The industry has attained a turnover of more than USD 35 billion and provides direct and indirect employment to over 13 million people. The world standings for the Indian automobile sector, as per the Confederation of Indian Industry, are as follows:
Largest three-wheeler market Second largest two-wheeler market Tenth largest passenger car market Fourth largest tractor market Fifth largest commercial vehicle market Fifth largest bus and truck segment
The supply chain of this industry in India is very similar to the supply chain of the automotive industry in Europe and America. This may present its own set of opportunities and threats. The order of the industry arises from the bottom of the supply chain i.e., from the consumers and goes through the automakers and climbs up until the third tier suppliers. However the products, as channeled in every traditional automotive industry, flow from the top of the supply chain to reach the consumers. Interestingly, the level of trade exports in this sector in India has been medium and imports have been low. However, this is rapidly changing and both exports and imports are increasing. The demand determinants of the industry are factors like affordability, product innovation, infrastructure and price of fuel. Also, the basis of competition is the sector is high and increasing and the life cycle stage is growth. With a rapidly growing middle class, all the advantages of this sector in India are yet to be leveraged. Note that, with a high cost of developing production facilities, limited accessibility to new technology and soaring competition, the barriers to enter the Indian Automotive sector are high and these barriers are study. On the other hand, India has a well-developed tax structure. The power to levy taxes and duties is distributed among the three tiers of Government. The cost structure of the industry is fairly traditional, but the profitability of motor vehicle manufacturers has been rising over the past five years. Major players, like Tata Motors and Maruti Suzuki have material cost of about 80% but are recording profits after tax of about 6% to 11%. The level of technology change in the Motor vehicle Industry has been high but, the rate of change in technology has been medium. Investment in the technology by the producers has been high. System-suppliers of integrated components and sub-systems have become the order of the 11 | P a g e
day. However, further investment in new technologies will help the industry be more competitive. Over the past few years, the industry has been volatile. Currently, India’s increasing per capita disposable income which is expected to rise by 106% by 2015 and growth in exports is playing a major role in the rise and competitiveness of the industry. Tata Motors is leading the commercial vehicle segment with a market share of about 64%. Maruti Suzuki is leading the passenger vehicle segment with a market share of 46%. Hyundai Motor India and Mahindra and Mahindra are focusing expanding their footprint in the overseas market. Hero Honda Motors is occupying over 41% and sharing 26% of the two wheeler market in India with Bajaj Auto. Bajaj Auto in itself is occupying about 58% of the three wheeler market. Consumers are very important of the survival of the Motor Vehicle manufacturing industry. In 2008-09, customer sentiment dropped, which burned on the augmentation in demand of cars. Steel is the major input used by manufacturers and the rise in price of steel is putting a cost pressure on manufacturers and cost is getting transferred to the end consumer. The price of oil and petrol affect the driving habits of consumers and the type of car they buy. The key to success in the industry is to improve labour productivity, labour flexibility, and capital efficiency. Having quality manpower, infrastructure improvements, and raw material availability also play a major role. Access to latest and most efficient technology and techniques will bring competitive advantage to the major players. Utilising manufacturing plants to optimum level and understanding implications from the government policies are the essentials in the Automotive Industry of India. Both, Industry and Indian Government are obligated to intervene the Indian Automotive industry. The Indian government should facilitate infrastructure creation, create favourable and predictable business environment, attract investment and promote research and development. The role of Industry will primarily be in designing and manufacturing products of world-class quality establishing cost competitiveness and improving productivity in labour and in capital. With a combined effort, the Indian Automotive industry will emerge as the destination of choice in the world for design and manufacturing of automobiles. India is the second largest producer of two-wheelers in the world. In the last few years, the Indian two-wheeler industry has seen spectacular growth. The country stands next to China and Japan in terms of production and sales respectively. The automobiles sector is divided into four segments – two-wheelers (mopeds, scooters, motorcycles, electric two-wheelers), passenger vehicles (passenger cars, utility vehicles, multipurpose vehicles), commercial vehicles (light and medium-heavy vehicles), and three wheelers (passenger carriers and good carriers).It’s evident from the pie chart that two wheelers have the maximum market share in the domestic Automobile sector.
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Source http://ppac.org.in/writereaddata/Report_IPR.pdf
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Source http://ppac.org.in/writereaddata/Report_IPR.pdf
For the month of April 2013, the motor cycles segment suffered a slight setback, marking a negative growth of 2.06% as compared against the same month last year. The scooter segment recorded a 14.72% growth and mopeds manage a 7.2% growth in April 2013 as against April 2012. The pie chart states that there is a significant growth in the market share of scooter industry from the last decade. However, the sector has shown a sluggish growth of 12 percent in 2012. The trend is likely to stay with a 10 percent growth outlined for 2013 citing high ownership costs (fuel costs, cost of registration, excise duty, road tax) and slow rural income growth. Solid but cautious growth is expected over the next few years. However, from a long-term perspective, rising incomes, improved affordability and untapped markets present promising opportunities for automobile manufactures in India. According to Macquaire equities research, sale of passenger vehicles is expected to double in the next four years and growth anticipated is higher than the 16 percent
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achieved in the past 10 years. Two-wheeler vehicle segment is expected to show slow growth of 10 percent CAGR over the period of 2012-2016, suggests the report. The Government recognizes the impact of the sector on the nation’s economy, and consequently, the Automotive Mission Plan 2016 launched by it seeks to grow the industry to a size of US $145bn by 2016 and make it contribute 10 percent to the nation’s GDP. Factors that will drive growth in the sector
Rising incomes among Indian population will lead to increased affordability, increasing domestic demand for vehicles, especially in the small car segment. Fuel economy and demand for greater fuel efficiency is a major factor that affects consumer purchase decision that will bring leading companies across two-wheeler and four-wheeler segment to focus on delivering performance-oriented products. Product innovation and market segmentation will channelize growth. Vehicles based on alternative fuels will be an area of interest for both consumers and auto makers. Focus on establishing India as auto-manufacturing hub is reigning in policy support in form of Government’s technology modernisation fund. Industry will seek to augment sales by tapping into rural markets, youth, women and luxury segments. According to the Confederation of Indian Industry, auto sector currently employs 787, 7702 people, 58 percent of who are in the passenger car segment. However, there is an increasing demand for skilled professionals in the domain of effective service delivery, spares management and support functions. ITIs and Polytechnics provide 530,000 graduates every year, but there is an urgent need for updating courses to keep up with changing trends in technology, manufacturing, and processes. Indian two wheeler industries saw a slight growth of 1.04% during the April-May period of 2013 compared against the same period of 2012. A total of 2,374,253 units were sold during the period as 2,349,814 units were sold in April-May 2012.
MAJOR COMPANIES Major players of Automobile Sector in India are: HERO HONDA MAHINDRA YAMAHA PIAGGIO SUZUKI BAJAJ AUTO 15 | P a g e
TVS ROYAL ENFIELD HARLEY DAVIDSON Indian two wheeler industries saw a slight growth of 1.04% during the April-May period of 2013 compared against the same period of 2012. A total of 2,374,253 units were sold during the period as 2,349,814 units were sold in April-May 2012. Hero Motor Corp is the biggest manufacturer in Indian market who sold 1,035,823 units during April-May 2013, thus registered a 3.54% decline in sales as against same period the previous year where 1,073,815 units were sold. The provision of giving 5 year warranty on every vehicle didn’t pay off well for Hero. The notable highlight of the period is the flourishing sales of Vespa, as they sold 8280 units during the period April-May 2013 and posted a growth of 247.02% as against same period last year. Honda, Yamaha and Royal Enfield had also posted growths while Suzuki sales took a downturn.
The period April-May of 2013 saw the share of Hero came down to 43.63%. Honda gain some shares and put themselves at second place replacing Bajaj. Honda holds 19.79% share as per April-May 2013 while Bajaj has now 17.35% share.
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Motorcycle
Sales of Hero declined by 7.27% while Yamaha also saw their sales went down by 9.39%. Apparently Honda registered 21.33% growth. Royal Enfield and Harley Davidson also wrapped up the month with concrete sales figures.
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Triggered by the decline of sales Hero’s share in motorcycle segment came down to 53.60% for April to May period of 2013. Their former partner Honda with improved share of 11.67% stays as third place in terms of sales in Indian two wheeler market. Scooters
The sales of scooter witnessed an encouraging growth by 13.88% in the April to May period of 2013 as compared to same period of 2012. Hero motor Corp had fared an uplifting growth of 44.94% during the period April-May 2013 as against April-May 2012. The newly launched Vespa has also reassured hopes for Piaggio as 8280 units were sold out in April – May this year. M&M has suffered a steep decline of 48%.
Honda remains mater leader in this segment and owns 50.92% of market share. Hero has again grew in market share for the period April-May of 2013 and now holds 21.07% of Scooter market share. To recapture the lost market share, Honda has now introduced 110cc Activa-I priced at around Rs 44,000 and this will provide tough competition to Hero and Suzuki in coming months.
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Moped
TVS is the lone player in moped segment. But their sales had declined by 11.45% for the period April-May of 2013 as against same period the previous year. To increase Moped sales, TVS has started TV commercial recently.
SWOT ANALYSIS FOR THE TWO WHEELER INDUSTRY
Strength Established brands, Strong Brand Name Fuel efficient Style statement Convenient in heavy traffic Cheap and affordable Easy and cheap finance availability Patents Good reputation among customers Economical price Safety Comfort level
Weaknesses Extremely price sensitive Short PLC High R and D costs
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Opportunities Growing premium segment Environmental concerns Exports increasing Very strong demand in the 100cc segment dominated by limited players.
Threats The Rs.1 Lakh car Cut throat competition market Rising raw material costs Increasing rates of interest on Finance
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COMPANY PROFILE
YAMAHA IN A GLOBAL VIEW: Yamaha Corporation is a Japanese multinational corporation and conglomerate based in Japan with a wide range of products and services, predominantly musical instruments, electronics, motorcycles and power sports equipment. Yamaha was established in 1887 as a piano and reed organ manufacturer by Torakusu Yamaha as Nippon Gakki Company Limited Hamamatsu, Shizuoka prefecture and was incorporated on October 12, 1897. The company's origins as a musical instrument manufacturer is still reflected today in the group's logo—a trio of interlocking tuning forks.
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After World War II, company president Genichi Kawakami repurposed the remains of the company's war-time production machinery and the company's expertise in metallurgical technologies to the manufacture of motorcycles. The YA-1 (AKA Akatombo, the "Red Dragonfly"), of which 125 were built in the first year of production (1954), was named in honour of the founder. It was a 125cc, single cylinder, two-stroke, street bike patterned after the German DKW RT125 (which the British munitions firm, BSA, had also copied in the post-war era and manufactured as the Bantam and Harley-Davidson as the Hummer. In 1955, the success of the YA-1 resulted in the founding of Yamaha Motor Co., Ltd. Yamaha has grown to become the world's largest manufacturer of musical instruments (including pianos, "silent"pianos, drums,guitars, brass instruments, woodwinds, violins, violas, celli, and vibraphones), as well as a leading manufacturer of semiconductors, audio/visual, computer related products, sporting goods, home appliances, specialty metals and industrial robots. In 1989, Yamaha shipped the world's first CD recorder. Yamaha purchased Sequential Circuits in 1988. It bought a majority stake (51%) of competitor Korg in 1987, which was bought out by Korg in 1993. In 2002, Yamaha closed down its archery product business that was started in 1959. Six archers in five different Olympic Games won gold medals using their products. It acquired German audio software manufacturers Steinberg in January 2005, from Pinnacle Systems. In July, 2007, Yamaha bought out the minority shareholding of the Kemble family in Yamaha-Kemble Music (UK) Ltd, Yamaha's UK import and musical instrument and professional audio equipment sales arm, the company being renamed Yamaha Music U.K. Ltd in autumn 2007. Kemble & Co. Ltd, the UK piano sales & manufacturing arm was unaffected. On December 20, 2007, Yamaha made an agreement with the Austrian Bank BAWAG P.S.K. Group BAWAG to purchase all the shares of Bösendorfer, intended to take place in early 2008. Yamaha intends to continue manufacturing at the Bösendorfer facilities in Austria. The acquisition of Bösendorfer was announced after the NAMM Show in Los Angeles, on January 28, 2008. As of February 1, 2008, Bösendorfer Klavierfabrik GmbH operates as a subsidiary of Yamaha Corp. Yamaha Corporation is also widely known for their music teaching program me that began in the 1950s. Yamaha electronic have proven to be successful, popular and respected products. For example the Yamaha YPG-625 was given the award "Keyboard of the Year" and "Product of the Year" in 2007 from The Music and Sound Retailer magazine.[13] Other noteworthy Yamaha electronics include the SHS-10 Key tar, a consumer-priced key tar which offered MIDI output features normally found on much more expensive keyboards. Other companies in the Yamaha group include: Bösendorfer Klavierfabrik GmbH, Vienna, Austria. Yamaha Motor Company Yamaha Fine Technologies Co., Ltd. Yamaha Golf Cart Company 22 | P a g e
Yamaha Livingtec Corporation Yamaha Metanix Corporation Yamaha Music Communications Co., Ltd. Yamaha Pro Audio
DIVERSIFICATION: Yamaha expanded into many diverse businesses. The first venture into each major category is listed below. 1897 Keyboard Instruments (reed organ, pianos in 1900) 1903 Furniture 1914 Harmonicas 1922 Audio Equipment (crank phonograph first) 1942 Guitars 1954 Small engines and vehicles/watercraft (YA-1 motorcycle first) 1959 Sporting Goods (starting with archery) 1959 Music Schools 1961 Metal alloys 1965 Band Instruments (trumpet first) 1971 Semiconductors 1984 Industrial Robots 2000 Recorded Music (record company YMC) BRAND SLOGAN
Overview Company Name Founded Capital President Employees (Consolidated) Sales (Consolidated)
Yamaha Motor Co., Ltd. July 1, 1955 85,666 million yen (as of March 31, 2013) Hiroyuki Yanagi 53,958 (as of December 31, 2012) Parent :10,180 (as of December 31, 2012) 1,207,675 million yen (from January 1, 2012 to December 31, 2012) 23 | P a g e
Parent: 474,589 million yen (from January 1, 2012 to December 31, 2012) Sales Profile Sales (%) by product category (consolidated)
Sales (%) by region (consolidated)
Source http://global.yamaha-motor.com/about/overview/
Headquarters 2500 Shingai, Iwata-shi, Shizuoka-ken, Japan Group Companies Consolidated subsidiaries: 110 Non-consolidated subsidiaries: 4 (by the equity method) Affiliates: 25 (by the equity method) Lines of Businesses
Motorcycles
Sports bikes, Trail bikes, Road racers, Motocrossers, etc.
Commuter Vehicles
Scooters, Business-use bikes
Recreational Vehicles
Boats
All-terrain vehicles, Recreational Off-highway Vehicles, Snowmobiles
Powerboats, Sailboats, Utility boats, Custom boats
Marine Engines
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Outboard motors, Electric marine motors
Personal Watercraft
Personal Watercraft
Electrically Power Assisted Bicycles
Electrically Power Assisted Bicycles
Automobile Engines
Automobile Engines
UMS (Unmanned System)
Industrial-use unmanned helicopters
Golf Cars
Golf cars, Land cars
Power Products
Pools
Generators, Multipurpose engines, Water pumps, Snow throwers, etc.
Pools, Watersliders, Pool-related equipment
Intelligent Machinery
Surface mounters, Compact industrial robots, etc.
Wheelchairs
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Wheelchair electric power units, Electric wheelchairs, etc.
Parts (accessories)
Parts, Accessories, Apparel, Helmets, Engine oil, etc.
YAMAHA INDIA: Yamaha made its initial foray into India in 1985. Subsequently, it entered into a 50:50 jointventure with the Escorts Group in 1996. However, in August 2001, Yamaha acquired its remaining stake becoming a 100% subsidiary of Yamaha Motor Co., Ltd, Japan (YMC). In 2008, Mitsui & Co., Ltd. entered into an agreement with YMC to become a joint-investor in the motorcycle manufacturing company "India Yamaha Motor Private Limited (IYM)". IYM operates from its state-of-the-art manufacturing units at Surajpur in Uttar Pradesh and Faridabad in Haryana and produces motorcycles for both domestic and export markets. With a strong workforce of more than 2,000 employees, IYM is highly customer-driven and has a countrywide network of over 400 dealers. Presently, its product portfolio includes VMAX (1,679cc), YZF-R1 (998cc), FZ1(998cc), YZF-R15 version 2.0 (150cc), Fazer (153cc), FZ-S (153cc), FZ16 (153cc), SZ-R(153cc), SZ-X (153cc), SS125 (123cc), YBR 125 (123cc), YBR 110 (106cc), Crux (106cc) and Ray(113cc). VISION: We will establish YAMAHA as the "exclusive & trusted brand" of customers by "creating Kando" (touching their hearts) - the first time and every time with world class products & services delivered by people having "passion for customers". MISSION: Be the Exclusive & Trusted Brand renowned for marketing and manufacturing of YAMAHA products, focusing on serving our customer where we can build long term relationships by raising their lifestyle through performance excellence, proactive design & innovative technology. Our innovative solutions will always exceed the changing needs of our customers and provide value added vehicles.
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Build the Winning Team with capabilities for success, thriving in a climate for action and delivering results. Our employees are the most valuable assets and we intend to develop them to achieve international level of professionalism with progressive career development. As a good corporate citizen, we will conduct our business ethically and socially in a responsible manner with concerns for the environment. Grow through continuously innovating our business processes for creating value and knowledge across our customers thereby earning the loyalty of our partners & increasing our stakeholder value CORE COMPETENCIES: Customer We put customers first in everything we do. We take decisions keeping the customer in mind. Challenging Spirit We strive for excellence in everything we do and in the quality of goods & services we provide. We work hard to achieve what we commit & achieve results faster than our competitors and we never give up. Team-work We work cohesively with our colleagues as a multi-cultural team built on trust, respect, understanding & mutual co-operation. Everyone's contribution is equally important for our success. Frank & Fair Organization We are honest, sincere, open minded, fair & transparent in our dealings. We actively listen to others and participate in healthy & frank discussions to achieve the organization's goals. CORPORATE PHILOSOPHY For society, for the world .Yamaha works to realize our corporate mission of creating Kando Yamaha Motor is a company that has worked ever since its founding to build products defined by the concepts of ―high-quality and high-performance‖ and ―light weight and compactness‖ as we have continued to develop new technologies in the areas of small engine technology and FRP processing technology as well as control and component technologies. It can also be said that our corporate history has taken a path where ―people‖ are the fundamental element and our product creation and other corporate activities have always been aimed at touching people’s hearts. Our goal has always been to provide products that empower each and every customer and make their lives more fulfilling by offering greater speed, greater mobility and greater potential. Said in another way, our aim is to bring people greater joy, happiness and create Kando* in their lives. As a company that makes the world its field and offers products for the land, the water, the snowfields and the sky, Yamaha Motor strives to be a company that ―offers new excitement and
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a more fulfilling life for people all over the world‖ and to use our ingenuity and passion to realize peoples’ dreams and always be the ones they look to for ―the next Kando.‖ What is Kando? Kando is a Japanese word for the simultaneous feeling of deep satisfaction and intense excitement that people experience when they encounter something of exceptional value.
PRODUCTS FROM YAMAHA IN INDIA: 1. YZF R15:
3. FZ-S
2. FAZER
4.FZ – 16
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5. SZ S
7. SS 125
9. YBR 110
6. SZ RR
8. YBR 125
10. CRUX
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11. RAY
12. RAY Z
SWOT ANALYSIS FOR INDIA YAMAHA MOTORS
Strength
Size and scale of parent company. Effective Advertising Capability Committed and dedicated staff. High emphasis on R and D. Experience in the market. Established brand. Established market channel. Power, Speed & Acceleration
Weaknesses
Opportunities
Growing premium segment. Global expansion into the Caribbean & Central America. Expansion of target market (include women). Increasing dispensable income. 1st mover advantage.
Small showrooms. Not much emphasis on aggressive selling. Weak product diversity.
Threats
Cut throat competition Increasing number of players in the market Rising raw material costs Increasing rates of interest on finance
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OSWAL AUTO (Dealership Assigned) It was established in 2003 by Mr. Ramesh Jain (Chairman).The Managing Director of the YBS is Mr. Rajat Jain. It was given the title of YBS i.e. Yamaha Bike Station in 2010. It has 3 branches (Azadpur, Borari, Narela) out of which main office is in Azadpur. It has all the 3S under one roof i.e. sales, service and spares. It has shown a significant growth rate in past decade. It is spread over 250sq feet area. It employees 25 people.
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CORE COMPETENCIES Customer #1 We put customers first in everything we do. We take decisions keeping the customer in mind.
Challenging Spirit We strive for excellence in everything we do and in the quality of goods & services we provide. We work hard to achieve what we commit & achieve results faster than our competitors and we never give up.
Team-work We work cohesively with our colleagues as a multi-cultural team built on trust, respect, understanding & mutual co-operation. Everyone's contribution is equally important for our success.
Frank & Fair Organization We are honest, sincere, open minded, fair & transparent in our dealings. We actively listen to others and participate in healthy & frank discussions to achieve the organization's goals.
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METHODOLOGY FOMS rating on likert scale was done on the basis of given set of parameters by acting as spy customers.
Leakage analysis was conducted using secondary data such as contact details of all the enquirers, available at dealership. All 130 customers were called upon and responses were noted down.
COMPETITION ANALYSIS
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Dealership
Oswal Motors
Globus Honda
TVS(Rajpoot)
G.L.Suzuki
Mahindra (Saboori 2 wheelers) Piaggio Yamaha (Oswal Auto)
Models
Price(in Rs.) Price (in ExRs.) on Year of Engine Showroom road launching Displacement
Warranty Period
No. of Free Service
Pleasure
43100
49522
2006
102cc
2+3
6
Maestro
46900
53623
2012
109cc
2+3
6
Activa
47204
51869
109cc
2+3
4
Dio
44718
49206
2000 2003 revised in 2012
109cc
2+3
4
Aviator(Drum)
48229
52966
2009
109cc
2+3
4
Aviator(DiscAlloy)
53547
58662
109cc
2+3
4
Activa I
44200
50000
2013
109cc
2+3
4
Scooty Pep+
39990
43627
2005
90cc
2+3
3
Scooty Streak
41225
44500
2009
90cc
2+3
3
Wego
46154
51608
2009
110cc
2+3
3
Access
47871
53560
2005
125cc
5
2
Swish
48898
54660
2012
125cc
5
2
Duro
42149
47886
2011
125cc
2
6
Duro DZ
46150
52160
125cc
2
Kine
34160
38608
2010
71.5cc
2
6
Rodeo Base
45199
51622
2012
125cc
2
6
Rodeo
45795
51766
125cc
2
6
Rodeo RZ
48164
54328
125cc
2
6
Flyte
42200
47942
2012
125cc
2
6
Vespa
59996
67500
2012
125cc
2+2
3
RAY
47400
53300
2012
113cc
2
5+3
RAY Z
49450
55500
2013
113cc
2
5+3
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FEATURE
RAY
PLEASURE
RAY ADVANTAGE
RAY CUSTOMER BENEFIT
Design
Normal headlight
Better acceleration & ensures smooth ride
Ray gives the pleasure of ridding scooter because of the smooth performance. Better acceleration makes you move swiftly on road.
5.03 KW@7000 RPM (6.84 PS @7000RPM) 1240 mm
Better pick up, even during pillion ride
Even two persons can ride easily during up movement in hilly terrain and flyover rides.
Wheel Base
Fitted with integrated head light, new look compact leg shield 5.3 KW @7500 RPM (7.1PS @7500 RPM) 1270 mm
Better stability
Seat height
760 mm
795 mm
Easy leg reach to the ground
Front Suspension
Telescopic Suspension
Bottom link with springloaded hydraulic damper
Better Suspension
Easy handling at all speeds and helps in safe cornering. Helps in easy balancing. Ride without fear of falling, especially for FEMALE RIDERS. Helps in smooth ride even on bad roads.
Maximum Power
FEATURE
RAY
ACTIVA
RAY ADVANTAGE
RAY CUSTOMER BENEFIT
Engine Displacement
113 CC
109 CC
Good investment as RAY is durable & high performance.
Seat height
760 mm
765 mm
Better engine reliability & Power Generation. Easy leg reach to the ground.
Wheel base
1270 mm
1238 mm
Better Stability
Kerb weight
104
111.9
Ray is lighter & easy to handle.
Helps in easy balancing. Ride without fear of falling, especially for FEMALE RIDERS. Easy handling at all speeds and helps in safe cornering. Lighter & can be used for all age group.
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FEATU RE RAY Engine Displa cemen t 113 CC Fitted with integrated head Desig light, new look n compact leg shield
SCOOTY PEP+
RAY ADVANTAGE
87.8 CC
Good investment as RAY is durable & Better engine high performance.
Normal headlight 3.68kw @6500 RPM (5 PS @6500 RPM)
Head turner looks
Maxi mum 8.1 Nm @5000 torgue RPM
5.8 Nm @4000 RPM
Better acceleration & ensures smooth ride Better pick up, even during pillion ride
Wheel Base
1230 mm
Better Stability
Maxi mum Power
FEATUR E Maximu m Power (bhp) Maximu m Torque (Nm)
FEATURE Maximu m Power (bhp) Maximu m Torque (Nm)
5.3kw @7500 RPM (5 PS @ 6500 RPM)
1270 mm
8.11 PS of power @ 7,500 rpm
DIO 7.1 PS @ 7,500 rpm
RAY ADVANTAGE Better acceleration & ensures smooth ride
8.66 Nm of torque @ 5,500 rpm
8.1 N.m @ 5000 rpm
Better pick up, even during pillion ride
RAY
RAY 8.0 Bhp @ 7500rp m 9.0 Nm @ 5500rp m
RODEO 7.1 PS @ 7,500 rpm
RAY ADVANTAGE Better acceleration & ensures smooth ride
8.1 N.m @ 5000 rpm
Better pick up, even during pillion ride
RAY CUSTOMER BENEFIT
Pride of ownership RAY gives the pleasure of riding scooter because of the smooth performance. Better acceleration makes you move swiftly on road.
Easy handling at all speeds & helps in safe cornering.
Even 2 persons can ride easily during up movement in hilly terrain & flyover rides.
RAY CUSTOMER BENEFIT RAY gives the pleasure of riding scooter because of the smooth performance. Better acceleration makes you move swiftly on road.
Even 2 persons can ride easily during up movement in hilly terrain & flyover rides.
RAY CUSTOMER BENEFIT RAY gives the pleasure of riding scooter because of the smooth performance. Better acceleration makes you move swiftly on road.
Even 2 persons can ride easily during up movement in hilly terrain & flyover rides. 36 | P a g e
Mileage /
45
4550
Average (kmpl) Tank
4.5 (1)
Capacity
L
5 (-) L
(Reserve )
FEATURE
RAY
MAESTRO
Engine
109 cc, 4-stroke Single Cylinder OHC
113 cc, Air-cooled, 4-stroke,
Displacement
SOHC, 2-valve
(cc) Maximum
8.2 Bhp @ 7500 rpm
7.1 PS @ 7,500 rpm
9.1 Nm @ 5500 rpm
8.1 N.m @ 5000 rpm
Length (mm)
1802
1835
Width (mm)
697
675
Height (mm)
1162
1075
Ground
155
128
Power (bhp) Maximum Torque (Nm)
Clearance (mm)
FOMS ANALYSIS USING A LIKERT SCALE WITH RATING FROM 1 TO 5 FOMS QUESTIONAIRE
Facilities Dealership Quality Parameter
Remark
Poor
Average
Good
Very 37 | P a g e
Excellent
Good Neat and Clean Showroom Display of Vehicles
Scooter Corner
Scooter Display
Scooter Display with full accessories Availability of Feature Guide Availability of Power Guide Clearly Visible of Sign Board Showroom Frontage
Parking Area
Test Ride Route Map
Showroom Size
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Display of Vehicle with Standee and Product Brochures Customer Lounge (sales area)
Operations Parameter
Remark
Poor
Average
Good
Very Good
Excellent
Welcome
Product demo
Offered test drive
Follow up
Customer understanding Clarify doubts
Manpower Parameter
Remark
Poor
Average
Good
Very
39 | P a g e
Excellent
Good Appearance of sales consultant Product knowledge
Communication
Behavior of sales consultant
5 Senses Parameter
Remark
Poor
Average
Good
Very Good
Showroom brightness
Fragrance
Showroom temperature
Appearance of showroom Taste experience
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Excellent
Some important parameters Q.1 Is Female staff available? o 0 o 1 o 2 o 3 o 4 Q.2 Do they wear Uniform with their named batches? o Only Uniform o Both (Uniform and batch) o None Q.3 How many staff members were available? o 0 o 1-5 o 5-10 o 10-15 o 15-20
Q.4 Is Demo vehicle available? o Yes o No
Q.5 What is the Condition of demo vehicle? o Bad o Average o Good o Very good o Excellent 41 | P a g e
FACILITIES
Parameter
Yamaha Honda Suzuki
Neat and Clean Showroom Display of Vehicles Scooter Corner Scooter Display One Display with Full Accessories Availability of Feature Guide Availability of Power Guide Total Facilities
Availability of Power Guide
Availability of Feature Guide
3 2 3 3 1 4 4 20 2.86
Neat and Clean Showroom 5 4 3 2 1 0
One Display with Full…
5 4 5 5 4 4 4 31 4.43
Display of Vehicles
Mahindra Hero TVS 5 4 3 4 5 4 4 29 4.14
3 2 3 3 2 3 4 20 2.86
1 3 2 2 3 1 1 13 1.86
3 1 2 2 1 2 3 14 2.00
Yamaha Honda Suzuki
Scooter Corner
Mahindra Hero TVS
Scooter Display
OTHER FACILITIES
Parameter Clearly Visible of Sign Board Showroom Frontage Parking Area Test Ride Route Map Showroom Size
Yamaha Honda Suzuki 4 3 3 1 3
5 4 3 2 4
Mahindra Hero TVS 5 4 3 2 3
5 3 3 2 2
4 3 1 1 2
4 3 3 1 2
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Display of Vehicle with Standee and Product Brochures Customer Lounge ( Sales Area) Total Other Facilities
Customer Lounge ( Sales Area) Display of Vehicle with Standee and Product…
Clearly Visible of Sign Board 5 4 3 2 1 0
2
4
3
1
2
1
3 19 2.71
5 27 3.86
2 22 3.14
2 18 2.57
2 15 2.14
1 15 2.14
Showroom Frontage
Yamaha Honda Suzuki
Parking Area
Mahindra Hero TVS
Test Ride Route Map
Sowroom Size
O- OPERATION
Parameter Welcome Product Demo Offered Test Drive Follow Up Customer Understanding Clarify Doubts Total Operations
Yamaha Honda 2 3 3 4 3 5 20 3.33
3 3 2 1 3 4 16 2.67
Suzuki
Mahindra Hero TVS 2 4 2 4 3 4 19 3.17
2 4 3 1 3 3 16 2.67
1 1 1 1 1 1 6 1.00
4 4 3 1 4 4 20 3.33
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TVS
Yamaha 5 4 3 2 1 0
Hero
Welcome Product Demo Honda Offered Test Drive Follow Up Suzuki
Customer Understanding Clarify Doubts
Mahindra
M- MANPOWER
Parameter Appearance of Sales Consultant Product Knowledge Communication Behavior of Sales Consultant No. of Male Staff No. of Female Staff Uniform with name badge Total Manpower
Yamaha Honda 3 4 3 4 5 5 1 25 3.57
4 3 2 3 5 5 4 26 3.71
Suzuki
Mahindra Hero TVS 3 4 4 4 2 1 1 19 2.71
4 4 3 3 3 1 4 22 3.14
1 1 1 1 1 1 1 7 1.00
3 4 4 4 1 1 1 18 2.57
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Uniform with name badge
No. of Female Staff
Appearance of Sales… 5 4 3 2 1 0
Product Knowledge
Yamaha Honda Suzuki
Communication
Mahindra Hero
No. of Male Staff
TVS
Behavior of Sales…
S- 5 SENSES
Parameter
Yamaha Honda
Showroom Brightness Fragrance Showroom Temperature Appearance of Showroom Taste Experience Total 5 Senses
TVS
Yamaha 5 4 3 2 1 0
Hero
3 3 2 2 1 11 2.20
Suzuki
4 4 5 4 3 20 4.00
Mahindra Hero TVS 4 3 4 4 1 16 3.20
3 3 3 2 2 13 2.60
2 2 3 2 1 10 2.00
3 2 1 2 2 10 2.00
Showroom Brightness Honda
Fragrance Showroom Temperature
Suzuki
Appearance of Showroom Taste Experience
Mahindra
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RATING OF YAMAHA AND ITS COMPETITORS
Parameter
Yamaha
Honda
Suzuki
Mahindra
Hero
TVS
Facilities
2.86
4.43
4.14
2.86
1.86
2.00
Other Facilities
2.71
3.86
3.14
2.57
2.14
2.14
Operations
3.33
2.67
3.17
2.67
1
3.33
Manpower
3.57
3.71
2.71
3.14
1.00
2.57
5 Senses
2.2
4
3.1
2.6
2
2
Total
14.67
18.67
16.26
13.84
8.00
12.04
Ranking
2.93
3.73
3.25
2.77
1.60
2.41
Ranking Yamaha 6.00 4.00 TVS 2.00 0.00 Hero
Honda Ranking Suzuki
Mahindra FOMS RANKING 1- HONDA 2- SUZUKI 3- YAMAHA 4- MAHINDRA 5- TVS 6- HERO 46 | P a g e
Action plan for improvement after the FOMS rating F- FACITILIES
Parameter
Neat and Clean Showroom Display of Vehicles
Rating
Remark
Action Plan for Improvement
3
till 11.00 am cleaning was in progress
Cleaning should be finished till 10:15am max (Checklist)
No 360 degree view
At scooter area, a display of 360 view should be there
2
3
available but no accessories Scooter is not reflecting in the miror
One Display with Full Accessories
1
add-ons/ accessories were not told by the consultant
Availability of Feature Guide
4
Feature Guides are available
Availability of Power Guide
4
Power Guide are available
Scooter Corner
Scooter Display
3
accessories create confusions in the minds of customers Mirror should be just beside the Scooters
Consultants should be advised
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OTHER FACILITES
Parameter
Remark
Action Plan for Improvement
Clearly Visible of 4 Sign Board
Clear
Yamaha Sign Board was clearly visible
Showroom Frontage
3
need upon
Parking Area
3
lack of space
mark the parking area (parking board)
not available
route map should be marked with yellow color
satisfactory
space is adequate but interior need to be managed
not in display
standee and brochures should be near the product (vehicle)
it was spacious
Its big enough to deal with 5-6 customers at a time
Test Ride Map
Rating
to
worked Proper alignment of the vehicles should be done
Route
Showroom Size
1
3
Display of Vehicle with Standee and Product Brochures 2
Customer Lounge ( 3 Sales Area)
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O- OPERATIONS
Parameter
Welcome
Rating Remark
Action Plan for Improvement
2
we need to inculcate this culture by giving training to the sales consultant
No welcome culture
Product Demo 3
No FSRO strategy is It is not feasible to follow the FSRO but we followed asked the consultants to follow FAB.
Offered Drive
3
No consultant Consultants were strictly asked to sit behind accompanied the customer during the time of test drive.
4
regular follow up
Follow Ups were done on a regular basis
Customer Understanding 3
need to worked upon
Consultants were told to listen to the customer properly to understand them.
Clarify Doubts 5
clarified properly
Doubts were clarified properly
Follow Up
Test
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M- MANPOWER
Parameter
Rating
Remark
Action Plan for Improvement
Appearance of Sales 3 Consultant
wearing clean clothes YAMAHA t-shirts should be provided by but no uniformity the dealer to maintain the uniformity.
Product Knowledge
sound knowledge
4
product Sale Consultants need to upgrade their Product knowledge
Communication 3
need to be worked Consultants should be confident enough to upon be a good presenter.
Behavior Sales Consultant
4
need to be worked Consultants should take initiative to come upon forward to attend a customer.
5
Good no of male staff
No of Staff
of
Male
No of Female 5 Staff
Good no of female staff
Uniform with 1 name badge
No uniform and no Uniform should be given and there name badge badges should be there.
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S- 5 SENSES
Parameter
Rating
Remark
Showroom Brightness
3
need to be worked More lights should be there above the upon vehicle to increase the focus.
3
need to be worked upon Room Fresheners should be sprayed all time
2
AC should be On after the cleaning of the AC was not working Showroom
Fragrance
Showroom Temperature
Action Plan for Improvement
Appearance of 2 Showroom
Congested
Taste Experience
no water was asked As soon as the customers come the water (discrimination among boy should be ready to provide them with customers) water
1
Showroom Needs to be well managed
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ENQUIRY ANALYSIS
Purchased From Other Yamaha Dealer 1% Hesitant 1% No Follow Up 14%
Wrong Number 2% Coming Soon 7% Not Interested 38%
Dropped Idea 6% Purchased Other Product 5% Not Reachable 8%
Delivery Done 18%
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INFORMATION SOURCES
Tag/ Insertions 1%
Others 15%
Showroom 43%
Family/ Friends 38% Activities 3%
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LEAKAGE ANALYSIS
Leakage analysis was conducted to find out reasons behind decline in sales of Yamaha Ray scooter. Under Leakage Analysis three questions were needed to be answered. Which other models customers purchased other than RAY ? Why customers purchased other models ? Why customers didn’t purchased RAY ? Leakage analysis was conducted using secondary data available at dealership. For analysis I took data from 1 JAN 2013 to MAY 2013. Total sample size was 160 among these 35 customers purchased the scooter. I called up all enquirers and questions were asked regarding scooters like Which scooter they are using now ? If YES Why they purchased this particular model ? Why didn’t they buy Yamaha Ray ?
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Which other models customers purchased other than RAY ?
Sample size of this data is 40. In the pie distribution we can see HONDA ACTIVA is dominating market with 61% share while every other competitor is at 5%.
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Why customers purchased other models?
In previous result active was showing 61% market dominance which constitutes 25 customers out of 40. Sample size for above pie is 25. Here we can see the reasons why customers purchase Honda Activa. 48% people purchased it under family influence. 12% purchased it because of looks. Brand and loading capacity of active are also important deciding factors.
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Why customers didn’t purchased RAY ?
Sample size for this result is 60. Not all respondents gave results so sample size is 60. 42% of sample considers Yamaha Ray to be over-pricy. 20% ended up buying other product because of low storage. 13% population dropped the plan because of fiber body. We even found out that 17% of customers were not followed up as a result they ended up buying competition product, if calls would have been made there was chance that they could have choose Yamaha Ray.
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PROMOTIONAL ACTIVITES # ACTIVITY 1 • • • •
We with our sales executives team went for an evening activity outside the park in Model Town-II near Mc Donald's. Team of 5 Executives accompanied us during the activity.(1 person from Finance Dept. , 2 for test drive, 2 from Marketing) There we distributed pamphlets and offered test drives for the customers who came for an enquiry. During the activity we came across various hurdles for which we had to negotiate to make this activity successful .
ACTIVITY 2: ONLINE PROMOTION •
OLX is an internet company based in New York City and Buenos Aires, Argentina. The OLX website hosts free user-generated classified advertisements for urban communities around the world and provides discussion forums sorted by various topics. 58 | P a g e
•
We created this page to advertise RAY Scooter by giving all the necessary details and features related to the scooter along with the pictures.
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ACTIVITY 3: FACEBOOK PROMOTION
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ACTIVITY 3: INDOOR ACTIVITY
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ACTIVITY 4 • • • • •
We with our sales executives team went for an evening activity(road show/rally) outside the park in Derawala (infront of Bikaner). We conducted various games inside the park to get emotionally connected to the target group. (Games such as Cricket & Football) Team of 4 Executives along with 1 worker accompanied us during the activity.(2 person from Finance Dept. , 1 for test drive, 3 from Marketing) There we distributed pamphlets and offered test drives for the customers who came for an enquiry. During the activity we came across various hurdles for which we had to negotiate to make this activity successful .
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ACTIVITY 5 • •
We with our sales executives team went for an evening activity(Pasted Posters) in Vijaynagar (near the mother dairy) and Derawala. We Pasted Posters and distributed pamphlets at different shops we also provided the customers with some goodies.
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ACTIVITY 6 • • • •
We with our sales executives team went for an evening activity(road show/rally) outside the park in Old Gupta Colony. Team of 4 Executives along with 1 worker accompanied us during the activity.(1 for test drive, 3 from Marketing) There we distributed pamphlets and offered test drives for the customers who came for an enquiry, we also provided the customers with some goodies for taking the test drives. During the activity we came across some hurdles for which we had to negotiate and made this activity a successful one.
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ACTIVITY 7 •
We with our sales executives team went for an evening activity(road show/rally) outside the park in Model Town (near Mc Donald). 75 | P a g e
• • •
Team of 4 Executives along with 1 worker accompanied us during the activity.(1 for test drive, 3 from Marketing) There we distributed pamphlets and offered test drives for the customers who came for an enquiry, we also provided the customers with some goodies for taking the test drives. During the activity we came across some hurdles for which we had to negotiate and made this activity a successful one.
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ACTIVITY 8 • • •
We with our sales executives team went for an evening activity(road show/rally) outside the park in Derawala (infront of Bikaner). Team of 4 Executives along with 1 worker accompanied us during the activity.(1 for test drive, 3 from Marketing) There we distributed pamphlets and offered test drives for the customers who came for an enquiry.
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ACTIVITY 9 • • • •
We with our sales executives team went for an evening activity(road show/rally) in Vijaynagar (near the mother dairy). Team of 4 Executives along with 1 worker accompanied us during the activity.(1 for test drive, 3 from Marketing) There we distributed pamphlets and offered test drives for the customers who came for an enquiry, we also provided the customers with some goodies for taking the test drives. During the activity we came across some hurdles for which we had to negotiate and made this activity a successful one.
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ACTIVITY 9 • •
We with our sales executives team went for an evening activity(Pasted Posters) in Vijaynagar (near the mother dairy) and Derawala. There we Pasted Posters and distributed pamphlets at different shops we also provided the customers with some goodies.
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ACTIVITY 10 • •
•
We with other interns and internship site supervisor went for CSI survey at Rajouri Garden There we approach different customers for filling the survey about the motor cycle industry, we also provided the customers with some goodies for taking out some time of their busy schedule to fill the CSI form. During the activity we came across some hurdles for which we had to negotiate and made this activity a successful one.
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ACTIVITY 11 • We with other interns and internship site supervisor went for CSI survey at RTO, District Centre, Janakpuri. • There we approach different customers for filling the survey about the motor cycle industry, we also provided the customers with some goodies for taking out some time of their busy schedule to fill the CSI form. • During the activity we came across some hurdles for which we had to negotiate and made this activity a successful one.
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ACTIVITY 12 • •
•
We with other interns and internship site supervisor went for CSI survey at TGIP, Noida. There we approach different customers for filling the survey about the motor cycle industry, we also provided the customers with some goodies for taking out some time of their busy schedule to fill the CSI form. During the activity we came across some hurdles for which we had to negotiate and made this activity a successful one. 87 | P a g e
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BEST SALES TALK
RAY IS FIBRE • RAY has ABS body. • Even Activa is coming in fibre Firstly to reduce weight Reduce weigh results in increase in mileage Bumps in body comes back to original position
Why ray is pricy? • Japanese technology such as telescopic suspension and hi-tech engine • Yamaha has always been in high speed motorbikes. First time they enter in indian scooter market. For that lots of research was done regarding Double fenders Easy leg reach for female riders. Tandem foot rest Powerful engine ABS body
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Doubts Regarding Loading Capacity • Firstly long seat that can accompany three people. • It has longer seat than activa. • We show it by comparing it with riding capacity of bike.
Power Of Scooter • We compare it with other available models like activa(109 cc), Ray is (113 CC). • We tell them about smooth pickup coz CVT, TPS and we compare it with Activa by telling customer about high acceleration during start-up and when u let go accelerator there is sudden fall in acceleration this problem has been rectified in RAY.
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