Professional Documents
Culture Documents
INTRODUCTION
SALES PROMOTION
Broadly speaking promotion means to push forward or to advance an idea in such a way to gain its acceptance and approval. Promotion is any communicative activity whose main object is to move forwards the product, service or idea in a channel of distribution.
It is an effort by the marketer to inform and persuade buyers to accept, resell, recommend and use the article, service or idea which is being promoted. Promotion is a form of communication with an additional element of persuasion. The promotional activity always attempts to affect knowledge, attitudes preferences and behaviours of the recipients i.e. buyers. The element of persuasion to accept ideas, product, services, etc is the heart of promotion.
In any exchange activity, communication is absolutely necessary. You may have the best product, package and so on. It may have fair price. But people will not buy your product, if they have never heard of it, and they are simply unaware of its existence.
Page 1
The marketer must communicate to his prospective buyer and provide adequate information in a persuasive language. People must know that the right product is available at the right place and at the right price; this is the job of promotion in marketing
What is Promotion?
Promotion is a process of marketing communication involving information, persuasion and influence. Promotion has three specific purposes. It communicates marketing information to consumer, users and resellers. Promotion persuades and convinces the buyer and enters into consumer behavior. Promotional efforts act as a powerful tool of competition providing the cutting edge of its entire marketing programme. Marketers have adopted a communication view of their firms promotional activities. Receiver is now regarded as an active participant in the process of
communication. All marketing communications must be planned as part of the total system, not as independent pieces. The communication or promotion mixes four ingredients viz: Advertising Publicity Personal selling All forms of sales promotion
HKBK DEGREE COLLEGE Page 2
Promotions, which deliver value, will go a long way in building customer franchise; marketers must work out different promotions to attract various kinds of customers. Make use of lose of more for less to attract the promise could buyer who switch brands frequently, here the opportunity of getting a bargain will prove to be a source of value for the customer.
Reward the regular buyers with a lower price during certain months of the year; here the marketer must make effort to convey that there few promotion offers are exclusively meant for their regular buyers only. Offer lesser prices and communicate a feeling of protecting them against inflation, this gesture will ensure that the consumers will remember the value of getting the same for a lower price especially when the value of money is corded by rising prices .
When prospective consumers are postponing their purchase decision especially seen in the core of consumer durables promotions in the form of discounts, freebies etc. could motivate them to take the decisions more quickly.
Page 3
You have learnt that the main objective of sales promotion is to increase sales. However, there are also some other objectives of sales promotion. The objectives are: i. To introduce new products ii. To attract new customers and retain the existing ones iii. To maintain sales of seasonal products iv. To meet the challenge of competition Let us learn about these objectives in details. (i) To introduce new products: Have you ever heard about distribution of free samples? Perhaps you know that many companies distribute free samples while introducing new products. The consumers after using these free samples may develop a taste for it and buy the products later for consumption.
(ii) To attract new customers and retain the existing ones: Sales
promotion measures help to attract or create new customers for the products. While moving in the market, customers are generally attracted towards the product that offers discount, gift, prize, etc on buying. These are some of the tools used to encourage the customers to buy the goods. Thus, it helps to retain the existing customers, and at the same time it also attracts some new customers to buy the product.
HKBK DEGREE COLLEGE Page 4
(iii) To maintain sales of seasonal products: There are some products like
air conditioner, fan, refrigerator, cooler, winter clothes, room heater, sunscreen lotion, glycerin soap etc., which are used only in particular seasons. To maintain the sale of these types of products normally the manufactures and dealers give off-season discount. For example, you can buy air conditioner in winter at a reduced price. Similarly you may get discount on winter clothes during summer.
(i)
Page 5
persons in order to popularize the product. For example, in the case of medicine free samples are distributed among physicians, in the case of textbooks, specimen copies are distributed among teachers.
(ii) Premium or Bonus offer: A milk shaker along with Nescafe, mug with Bournvita, toothbrush with 500 grams of toothpaste, 30% extra in a pack of one kg. are the examples of premium or bonus given free with the purchase of a product. They are effective in inducing consumers to buy a particular product. This is also useful for encouraging and rewarding existing customers.
(iii) Exchange schemes: It refers to offering exchange of old product for a new
product at a price less than the original price of the product. This is useful for drawing attention to product improvement. Bring your old mixer-cum-juicer and exchange it for a new one just by paying Rs.500 or exchange your black and white television with a colour television are various popular examples of exchange scheme.
(iv) Price-off offer: Under this offer, products are sold at a price lower than the
original price.Rs. 2 off on purchase of a lifebouy soap, Rs. 15 off on a pack of 250 grams of Taj Mahal tea, Rs. 1000 off on cooler etc. are some of the common schemes. This type of scheme is designed to boost up sales in off-season and sometimes while introducing a new product in the market.
(v) Coupons: Sometimes, coupons are issued by manufacturers either in the packet
of a product or through an advertisement printed in the newspaper or magazine or through mail. These coupons can be presented to the retailer while buying the product. The holder of the coupon gets the product at a discount. For example, you
HKBK DEGREE COLLEGE Page 6
might have come across coupons like, show this and get Rs. 15 off on purchase of 5 kg. of Annapurna Atta. The reduced price under this scheme attracts the attention of the prospective customers towards new or improved products.
Page 7
Page 8
The research problem selected for the analysis entitled sales promotion by Bajaj company at Vardha enterprise Bangalore. This topic is selected because Bajaj Discover is one of the largest selling two wheeler in India and to know the strength and weakness of this two wheeler.
SCOPE OF STUDY
The area of is limited to the segment selected within the town of Bangalore, Karnataka. Further scope is narrowed down only to the study of the identified segments.
OBJECTIVES OF THE STUDY To measure how the customer preserves your performance against men requirements comparing that of your competitors. To understand dissatisfaction of customers To make the necessary product, services or organizational changes to achieve the ideal level of service. To make necessary suggestions based on the findings.
Page 9
TYPE OF RESEARCH
The present study is diagnostic descriptive type of research, which focus on sales promotion by Bajaj Discover at Vardha enterprises.
Primary data The primary data used for the purpose of preparing questioner and distributing it to the customers of the Bajaj Discover. . Secondary data Secondary data was collected by the following means: Refers of newspaper Magazines Website Various types of advertisements
Page 10
PLAN OF ANALYSIS
Raw primary data has been collected with the help of questioner. The raw data has been with the help of table. Conclusion have been drawn which is followed by recommendation and suggestions, keeping the objectives in mind through out of the study.
Page 11
INDUSTRY PROFILE
Page 12
In1948. Bajaj Auto began trading in imported Vespa scooters and three wheelers. Finally, in 1960, it setup a shop to manufacture them in technical collaboration with Piaggio of Italy.
In the initial stages the scooter segment was dominated by API: it was later overtaken by Bajaj Auto. Although various government and private enterprises entered the fray for scooters, the only new player that has lasted till today is LML. The motorcycles segment was no different, with only three manufactures viz Enfield, Ideal Jawa and escorts. While Enfield bullet was a four stroke bike, Jawa and the Rajdoot were two-stroke bikes. The motorcycle segment was initially dominated by Enfield 350 cc bikes and Escorts 175 cc bike.
Page 13
The two wheeler market was opened to foreign competition in the mid-80s. And the then market leaders-Escorts and Enfield- were caught unaware by the onslaught of the 100cc bikes of the four Indo Japanese joint ventures. With the availability of fuel efficient low power bikes, demand swelled, resulting in Hero Honda then the only producer of four stroke bikes (100cc category), gaining a top slot. The first Japanese motorcycles were introduced in the early eighties. TVS Suzuki and Hero Honda brought in the first two-stroke and four-stroke engine motorcycles respectively. These two players initially started with assembly of CKD kits, and later on progressed to indigenous manufacturing. In the 90s the major growth for motorcycle segment was brought in by Japanese motorcycled, which grew at a rate of nearly 25 % CAGR in the last five years. The industry had a smooth ride in the 50s, 60s and 70s when the Government prohibited new entries and strictly controlled capacity expansion. The industry saw a sudden growth in the 80s. The industry witnessed a steady growth of 14 % leading to a peak volume of 1.9 vehicles in 1990. The entry of Kinetic Honda in mid eighties with a variomatic scooter helped in providing ease of use to the scooter owners. This helped in inducing youngsters and working women, towards buying scooters, who were earlier, inclined towards moped purchases. In the 90s, this trend was reversed with the introduction of scooters, In line with this; the scooter segment has consistently lost its Part of the market share in two wheeler market. In 1990, the entire automobile industry saw a drastic fall in demand. This resulted in a decline of 15% in 1991 and 8% in 1992, resulting in a production loss of 0.4mn vehicles. Barring Hero Honda, all the major producers suffered from recession in FY93 and FY94. Hero Honda, showed a marginal decline in 1992.
Page 14
The reasons for recession in the sector were the incessant rise in fuel prices, high input costs and reduced purchasing power due to significant rise in general price level and credit crunch in consumer financing. Factors like increased production in 1992, due to new entrants coupled with the recession in the industry resulted in company either reporting losses or a fall in profits.
THE MAJOR PLAYERS IN THE INDUSTRY: 1. Hero Honda 2. Bajaj Auto 3. TVS Suzuki 4. Yamaha India 5. Honda
HERO HONDA: This is in collaboration with the Honda Company of Japan; it was the second company to enter the Indian market in the 100 cc class bikes with the collaboration of Japan and it has a four stroke engine having a fuel efficiency advantage over the three bikes. Fill it, shut it, forget it, is the heart of the advertisement message of Hero Honda. Hero Honda is at present running the loose motor cycle market having a market share of 60%.
Splendor
Bajaj Auto: Bajaj is currently India's largest two and three-wheeler manufacturer and one of the biggest in the world.
Bajaj bikes available in the market; Pulsar Platina Discover XCD Avenger
TVS MOTORS: TVS Suzuki, a leading two wheeler company began with the vision of founder of the Sundaram Clayton Group, the late T.V. SHRINIVASAN - to design, develop and produce an affordable moped for the Indian family. TVS holds a major part of the share in the automobile market in India. bikes available in the market Apache Jive Victor Scooty pep
Page 16
Yamaha Motors: It is joint venture Company formed by the alliance of Escorts limited. The flagship company of the Rs. 3600 crores Escorts group a major in the engineering industry with 19 plants employing 20,000 people in India including two wheeler business and Yamaha motor co Ltd; Japan, with Rs. 26,400 crores (Us$7.33 billion) is the global giant in two wheelers with 60 factories in 45 countries.
bikes available in the market Yamaha Libero Yamaha R15 Yamaha FZ 150 Yamaha Fazer
HONDA MOTORCYCLES Honda Motorcycle & Scooter India Pvt. Ltd (HMSI) is a fully owned subsidiary of Honda Motor Company Limited, Japan. Honda is the world's largest manufacturer of two wheelers. Set up in 1999, it was the fourth Honda automotive venture in India, after Hero Honda, Kinetic Honda Motor Ltd and Honda Siel Cars India Limited. Headquarters of the company are located at Gurgaon in Haryana state of India. In December 2002, HMSI got ISO 14001 certification Honda Brands
COMPANY PROFILE
The Bajaj Group came into existence by Jamnalal Bajaj, founder of the Bajaj Group, during the turmoil and the heady euphoria of India's freedom struggle. The integrity, dedication, resourcefulness and determination to succeed which are characteristic of the company today, are often traced back to its birth during those long days of relentless devotion to a common cause.
Kamalnayan, the eldest son OF Jamnalal Bajaj, succeeded his father in 1942, at the age of twenty-seven. Putting the Nation before business, he devoted himself to the latter only after India achieved independence in 1947. But when he did so, he put his heart and soul into it. Within a short while, he not only consolidated the Group, but also diversified into various manufacturing activities, elevating the Group to the status it enjoys till this day.
Rahul Bajaj today heads the Group. He has been the Chief Executive Officer of Bajaj since 1968 and is recognized as one of the most outstanding business leaders in India. As dynamic and ambitious as his illustrious predecessors, he has been recognized for his achievements at various national and international firms.
Bajaj is currently India's largest two and three-wheeler manufacturer and one of the biggest in the world. Bajaj has long left behind its annual turnover of Rs. 72 million (1968), to currently register an impressive figure of Rs. 42.16 billion (US $936 million).
Established in 1945, Bajaj Auto ltd. was incorporated as a trading company. Till 1959, they imported scooters and three-wheelers from Italy and sold them in
Page 18
India. The company got a production license in the year 1959 and fastened the technical collaboration with Italian PIAGGIO in 1960.
The company started producing scooters in the year 1961 and followed three-wheelers production in 1962. Its collaboration with Piaggio expired in 1971 and since then, their scooters and three-wheelers are being sold with the brand name BAJAJ. Maharashtra Scooters Ltd., a company with 24% equity
participation BY THE COMPANY AND 27% PARTICIPATION FROM Maharashtra State Governments Western Maharashtra Development Corp. was formed in the year 1975 under the Horizontal transfer of technology policy. The first production unit is located at Satara, Maharashtra. The unit continues to collect scooters from CKDs supplied by the company. These scooters are marketed through the companys distribution network and under the companys brand name. In 1984, the second production plant was set up at Aurangabad, Maharashtra. This plant started scooter production in 1986, three-wheeler production in 1987 and scooterettes and motorcycle facilities were commissioned in 1990 & 1991 respectively. Today the company has become a market leader with annual production In excess of 1.35 million units which was about 4000 units in 1961. These days Baja Auto Lt. has started offering products in all segments (mopeds, scooters, motor cycles, three wheelers).
Page 19
GROUP OF COMPANIES:
Group comprises of 27 companies and was founded in the year 1926. The important companies in the group are:-
2 and 3 wheelers
Maharashtra Scooters
2 wheelers
Finance Company
Mukund Ltd.,
Steel
Magnetos,
Lamps,
Fans
and
other
Page 20
Trading corporation Private Limited. 1948 and three Wheelers. 1959 -1960 : Bajaj Auto becomes a public limited company. Bhooms Pooja of Akrudi Plant. 1960-1970 1971 introduced. 1972 1976 1976-1977 : : : The Bajaj Chetak is introduced. The Bajaj Super is introduced. : Bajaj Auto rolls out 100000th vehicle. : The three wheeler goods carrier is : Sales in India commence by importing two
Bajaj Auto achieves production and sale of 100000 Vehicles in single financial year.
: :
record time of 16 months. 1986-1987 : The Bajaj M-80 and Kawasaki Bajaj KB100
Motorcycles are introduced. 500000 vehicles produced and sold in a single financial year. 1990 : The Bajaj Sunny is introduced.
Page 21
The Kawasaki
1994-1995
One million more vehicles produced and sold in this financial year.
development of diesel engine for three-wheeler and with Tokyo R&D for non geared scooter and moped development.
Rickshaw are introduced. 1998 waluj. July 25th legend, Indias first four stroke scooter rolls out Oct 1998 1999 record time of 12 months. 2000 2004 2006 2007-08 XCD 135 DTS-si,
HKBK DEGREE COLLEGE Page 22
of Akurdi.
: :
: : : :
The Bajaj Safire is introduced. Boxer, Introduced pulsar 150 and 180 Discover DTS-I and pulsar DTS-i
AWARDS:
Bajaj has several national and international awards in recognition to their corporate excellence. Here are some significant milestones. ISO 9002 certificate awarded by the bureau verities quality international (BVQI) to the moped & motor cycle. ISO 14001 certificate awarded by the bureau verities quality international (BVQI) to the moped &motor cycle. ISO 9001 certificate awarded to the Akrudi plant by the (BVQI) in 1997. Best productivity performance awarded for the automobile industry (1992-94) awarded by National productivity council. Export excellence trophy (1993-94) awarded by the engineering export promotion council. National awarded for outstanding export performance (1994-95) awarded by the ministry of commerce, Government of India.
GLOBAL PRESENCE
Distribution network covers 50 countries 250,204 units exported in 2005-06 Dominant presence in Sri Lanka, Colombia, Bangladesh, Mexico, Central America, Peru and Egypt. Largest exporter of three-wheelers; over 75,297 units exported in 2005-06.
Page 23
ACCOMPLISHMENTS
Bajaj Auto continued to be Indias largest exporter of two and three wheelers, during 2005-06, it exported 250,204 two and three- wheelers---- which represented a growth of27 percent over 2004-05. Experts now constitute 11 percent in volume terms and 12 percent of its value of net sales.
DEALER PROFILE:
Company Name
VARADHA ENTERPRISES
Established
2004
Registered Office
NO.1887|1,4th cross,
Page 24
Page 25
Page 26
overcrowded street due to the presence of 17 alloy wheels with 1330 mm wheelbase. Its comfort statement includes front telescopic suspension, Nitro X Nitrogen assisted rear gas shockers with triple rated spring. Due to these comfort features, this bike is highly accommodative in any terrain.
Feeling of proper riding is provided by different high end features like improved clutch, cylinder head with Roller Rocker Arms, optimized intake and exhaust systems & new valve timings. Its advanced exhaust TEC (Torque Expansion Chamber) technology ensures the higher performance at lower rpm.
PULSAR 180 DTS-i This bike comes with the power of 16.5 bhp (12.28 kW) @ 8000 rpm and torque of 15.22 Nm @ 6000 rpm. Its engine capacity is 180 cc.
Page 27
Bajaj Pulsar 180 DTSi gives superior performance, has a great lineup of standard equipments and overall looks good too. This is one of the most visible motorcycles on Indian roads. The alternatives for this bike are HH Hunk/CBZ Xtreme/Achiever, TVS Apache RTR, Honda Unicon.
Bajaj Pulsar Bajaj Pulsar 180 DTS-i Technical Specifications: Engine Type Air-cooled, 4-stroke DTSi Displacement (cc) Maximum Power Maximum Torque
HKBK DEGREE COLLEGE
Dimensions: Wheelbase (mm) Kerb Weight (Kgs) Suspension: Front Telescopic, 130 mm stroke Rear Triple rated spring, 5 way adjustable with 101 mm travel Nitro shock absorbers Brakes: Front Disc Rear Drum Tyres: Front Rear Electricals: Battery Head Lamp (Low/High Beam Watts) Fuel: Tank Capacity Reserve 15 Litres 3.2 Litres (2 Litres Usable) 12V Full DC 35W / 35W with 2 Pilot Lamps 90/90 x 17 Tube 120/90 x 17 Tube 260 mm Disc 130 mm Drum 1345 147
PULSAR 150 DTS-i Its engine delivers maximum output of 13.5 bhp (9.94 kW) @ 8000 rpm and performance of 12.28 Nm @ 6500 rpm. Its engine capacity is 150 cc. The Bajaj Pulsar is the first bike in India which came in direct competition with the Hero Honda CBZ. Later Bajaj introduced Pulsar 150 cc DTS-I with digital twin spark
HKBK DEGREE COLLEGE Page 29
ignition and till today Pulsar is one of the most sought after bike in the 150 cc segment. It has definitely won over other bikes, but let us justifies its triumph.
The engineers at Bajaj realized the fact that there is no beauty and only brawn; it is not going to sell in the Indian market. Claimed to be designed and developed in Japan, this bike does have a head turning looks. The most noticeable feature of this bike is the tank. Big tanks give a big bike feel, and when Pulsar was introduced, it had one of the biggest tanks in India.
Engine The new Pulsar's 150cc engine delivers a power output of 13.10bhp at 8000 rpm. It has a wonderful pickup clocking 0-60kmph in 5.66 seconds. It produces a maximum torque of 12.28 Nm @ 6500 rpm. The Pulsar engine remains relatively
HKBK DEGREE COLLEGE Page 30
smooth but when pushed hard it does lose some of its smoothness. Also at low speed and at low momentum the Pulsar engine does feel a bit lumpy. Compared to the other 150-160 cc bikes, the Pulsar 150 DTSi can be described as the "Jack of all trades" that doesn't quite excel in any particular parameter but has a lot of decent features.
Design And Comfort As part of its 2009 pulsar series, Bajaj has added few new features to its flagship product pulsar 150cc. The new pulsar 150cc gets tank scoops borrowed from the pulsar 200cc. The decals on the tank are large and stylish. It also gets full black theme - from engine to alloy wheels to shock absorber. Pulsar 150cc also gets a powerful headlamp which now gets power directly from the battery. However the engine remains unchanged, the transmission is slick and precise. Heel and toe lever gives pulsar 150cc an attractive look. But the rattles and squeaks are still not sorted which will be quite evident in any test ride. The headlight comes with city lights or tell-tale lights which are a value addition to its looks. The tail part of the bike is nicely designed. The new razor sharp rear light definitely adds to the uniqueness of Bajaj Pulsar.
Ride and Handling Riding position on the Pulsar 150 DTSi is much sportier as compared to other bikes. The quality of the ride is the best among the 150 cc bikes, thanks to its plush shock absorbers. Even the handling is not too bad on the 150 Pulsar DTSi, except that the shock absorbers are set to pamper your back rather than attacking the race tracks. The clutch works perfectly but the gearbox still needs a bit of improvement. It hits a top speed of 108kmph.
Page 31
Variants And Colour New Pulsar 150 comes in 4 different colours: Black, Blue, Red, and Silver
PULSAR 135 DTS-i Bajaj Pulsars another commuter variant to have graced the Indian tarmac is the elegant 135 cc four valve DTS-i engine and being a light sports bike, it has both the power and agility to let you weave your way through the city traffic, effortlessly
Stylish petrol tank flap along with air scoop New silencer with ExhausTEC technology Split seat that provides better sitting space Is very light weight Delivers the maximum power of 13.5 PS Constant velocity carburetor
Page 32
Rear & Wheel Size Fuel Tank Total litres (reserve, usable) Electricals System Headlamp
Page 33
(Low/High BeamWatts) Dimensions Wheelbase Ground clearance Kerb Weight Key Features Auto Choke Clip-on handle bar Speedometer Tachometer Fuel gauge Tripmeter Wheel type Yes Yes Digital Digital type with analog display Digital Digital Alloy 1325 (mm) 170 mm 122 Kg
PULSAR 220 DTS-Fi Bajaj Motors launches the yet another variant called Pulsar DTS-Fi. It has the worlds first 4 stroke digital twin spark fuel injected engine of 220 cc. This ravishing variant has a unique digital speedometer along with engine malfunction indicator which would convey any malfunction to the user. Pulsar 220 DTS-Fi is the Indias first bike to deliver a high wattage of H7, 55W of light that ensures the constant illumination at all times. Other salient features are as follows:
Page 34
High Oil Temperature indicator Low Battery Voltage indicator Choked Air Filter indicator Low Engine Oil Level indicator
Page 35
Bajaj Pulsar Bajaj Pulsar 220 DTS-i Technical Specifications: Engine: Type Air-cooled, 4-stroke Single Cylinder Displacement (cc) Valve Per Cylinder Carburettor Maximum Power Maximum Torque Bore x Stroke (mm) Compression Ratio Staring Transmission: Clutch No. Of Gears Gear Shift Pattern: Chassis: Type Double Cradle Down Tube Dimensions: Wheelbase (mm) Height (mm) Length (mm) Width (mm) Ground Clearance (mm) Saddle Height (mm) Kerb Weight (Kgs) Suspension:
HKBK DEGREE COLLEGE Page 36
220 cc 2 UCAL UCD 32 21.04 @ 8500 rpm 19.12 Nm @ 7000 rpm 67 x 62.4 9.5 : 1 Electric
Front
Rear Brakes: Front Disc Rear Disc Tyres: Front Rear Electricals: Battery Head Lamp Low Head Lamp High Tail / Stop Lamp
12V, 9 Ah, Full DC Projector Lamp, 55W Ellipsoidal Lamp, 55W LED Type
Page 37
The easy riding and fine handling makes the new PULSAR 200 IS the ultimate in pleasure commuting. With spacious seating, long stroke - front and rear suspension and powerful brakes, it makes riding on both city streets and highways more enjoyable than ever. This model aims on catching the attraction of the young generation . Dual disc brakes Powerful 220 cc engine Fuel injection technology
Page 38
Page 39
AGE GROUP
NO.OF RESPONDENTS
PRECENTAGE
Less than 18
08
16%
18-25
14
28%
25-35
18
36%
35-45
10
20%
TOTAL
50
100%
Page 40
Age group
40 35 p e r c e n t a g e 30 25 20 20 15 10 5 0 Less than 18 18-25 25-35 35-45 16 28 Column1 Column2 Column3 Column4
36
Analysis:- Consumption of Bajaj bikes with the varies of age of person. Perception on consumer at Bajaj bikes. The above table given the age profile of respondents accordingly responders mostly represent. The age group of 25-35(36%).
Page 41
PERCENTAGE
18%
Graduate
22
44%
Post Graduate
11
22%
Other
08
16%
Total
50
100%
Page 42
Qualification status
45 40 P e r c e n t a g e 35 30 25 20 15 10 5 0 Under graduate Graduate Post graduate Other 18 22 16 Column1 Column2 Column3 Column4 44
Analysis: - The above table has given the information about the qualification of respondents. In that 18% of people are under graduate, 44%graduate, 22% post graduate and 16% others.
Page 43
INCOME
NO.OF RESPONDENTS 05
PERCENTAGE
10%
10,000-20,000
16
32%
20,000-30,000
18
36%
11
22%
TOTAL
50
100%
Page 44
36
Analysis:- The above table given the average monthly income of respondents 10% of the people income group fall under less than Rs.10,000, 32% of the people income group fall between Rs. 10,000-20,000, 36% of the people income group fall between Rs. 20,000-30,000 and 26% of the people fall under the income group of more than 30,000.
Page 45
PARTICULARS
NO.OF RESPONDENTS
PERCENTAGE
Advertisement
12
24%
16
32%
person 14
28%
08
16%
TOTAL
50
100%
Page 46
35 P e r c e n t a g e 30 25 20 15 10 5 0 Advertisement 24
32 28
16
Analysis: - In the above table we can see the types of source by which the respondents came to know about the bajaj Motors. In that 24% respondents came to know from advertisement, 32% from sales and distribution, 28% from Person to person communication and 16% of the respondents came to know from personal selling.
Page 47
NO.OF RESPONDENTS 13 16 11 10 50
Page 48
P E 40 R C 30 E 20 N T 10 A G 0 E
32 26 22 20
DISTRIBUTION METHODS
Analysis:-The above table gives the information that the 26%of people choose the Panache Motor because of Distribution method of Dealer, 32% because of distribution channel, 22% because of personal selling and the 20% of people choose the Panache Motor because of Advertisement.
Page 49
PARTICULARS
NO.OF RESPONDENTS
PERCENTAGE
Newspaper
08
16%
Television
19
38%
Magazine
13
26%
Sing boards
10
20%
TOTAL
50
100%
Page 50
Sales
20 16
Analysis:- From the above it can be analyzed that the best way of promotion is 16% select newspaper, 38% because of Television, 26% because of Magazine and 20% select because of Sign board.
Page 51
Table No.7:Table showing the percentage the best features in Bajaj bikes.
SERVICE
NO.OF RESPONDENTS
PERCENTAGE
Comfort
10
20%
Style
08
16%
Engine capacity
25
50%
Mileage
07
14%
TOTAL
50
100%
Page 52
Graph No.7:Graph showing the respondents the best feature in Bajaj Bikes.
50 P E R C E N T A G E 50 45 40 35 30 25 20 15 10 5 0
20
16
14
Comfort
Style
BEST FEATURES
Analysis:- From the above table that can analyze that best feature in Bajaj is 20% of Comfort, 16% of Style, 50% of Engine capacity and 14% of Mileage from Yamaha bikes.
Page 53
Table No.8:Table showing the percentage that Bajaj is having good market in major city.
RATE
NO.OF RESPONDENTS 14
PERCENTAGE
Mumbai
28%
Delhi
11
22%
Bangalore
17
34%
Kolkata
16%
TOTAL
50
100%
Page 54
Graph No.8:Graph showing the respondents that bajaj is having good market in major city.
Sales
16 28
Analysis:- The above table gives the information about the major city that Bajaj is having a good market 28% of Mumbai, 22% of Delhi, 34% of Bangalore and 16% of Kolkata.
Page 55
Table No.9:Table showing the percentage if more class of customer satisfied with Bajaj bikes.
PARTICULAR
NO.OF RESPONDENTS
PERCENTAGE
Youth
23
46%
Family people
12
24%
Business people
11
22%
Aged
8%
TOTAL
50
100%
Page 56
Graph No.9:Graph showing the respondents more class of customer satisfied with Bajaj bikes.
Class of customers
50 P E R C E N T A G E 45 40 35 30 25 20 15 10 5 0
46
24
Touth
Family People
Analysis:- The above table gives the information about the class of customer who are satisfied with bajaj bikes is,46% of Youth,24% of Family people,22% of Business people and 8% of aged can be satisfied with Yamaha bikes.
Page 57
BRANDS
NO.OF RESPONDENTS
PERCENTAGE
Engine capacity
16
32%
Style
12
24%
Comfort
18%
Youth attraction
13
26%
TOTAL
50
100%
Page 58
35 P E 30 R 25 C E 20 N 15 T A 10 G 5 E 0
32 24 18
26
Column1 Column2 Column3 Column4 Column3 Column2 Engine capacity Style Column1 Comfort Youth attraction Column4
Analysis:-The above table given the information that the special about Bajaj bikes which is not present in other manufacturing is 32% of Engine capacity,24% of Style,18% of Comfort and 26% of Youth attraction.
Page 59
PARTICULARS
Good
12
24%
Excellent
21
42%
Average
11
22%
Poor
12%
TOTAL
50
100%
Sales
12 22
24
Analysis:-The above table gives the information about the customer feedback on Yamaha. In the table 24% of respondents is good, 42% of Excellent, 22& of Average and 12% of Poor.
Page 61
Table No.13:Table showing the percentage of Best criteria to select a sales promotion.
FEEDBACK
NO.OF RESPONDENTS
PERCENTAGE
Reputation
18%
Quality of service
12
24%
14
28%
Employee quality
15
30%
Page 62
TOTAL
50
100%
Graph No.13:Graph showing the respondence of Best criteria to select a sales promotion.
Best Criteria
Page 63
A STUDY ON SALES PROMOTION 30 28 P E R C E N T A N C E 30 24 25 20 15 10 5 0 Reputation Quality of After sale service service Column4 Column3 Column2 Column1 Employee Quality 18 Column1 Column2 Column3 Column4
Analysis:- From the above table it can analysis that the best criteria can be selected by the sales as 18% of respondents for reputation,24% foe Quality of service,28% for After sales service and 30 of Employee Quality.
PARTICULARS
NO.OF RESPONDENTS
PERCENTAGE
Page 64
Easy delivery
14
28%
18%
Quick sales
12
24%
On spot delivery
15
30%
TOTAL
50
100%
Part of Sales
Page 65
Sales
30
Analysis:- From the above table that can analyze that 28% of Easy delivery,18% of Sales after service,24% of Quick sales and 30% of On spot delivery.
Table No.15:Table showing the percentage for monthly sales of Bajaj bikes.
Page 66
PARTICULARS
NO.OF RESPONDENTS
PERCENTAGE
100-200
12
24%
200-300
16
32%
300-400
14
28%
08
16%
TOTAL
50
100%
Graph No.15:Table showing the respondents for monthly sales of Bajaj bikes.
Page 67
35 P E R C E N T A G E 30 25 20 15 10 5 0 100-200 24
32 28
16
200-300
300-400
MONTHLY SALES
Analysis:- The above table gives the information about the monthly sales of bajaj bikes. And from the table it can analyze that 24% for 100-200, 32% for 200-300, 28% for 300-400 and 16% for 400 and above.
Table No.16:Table showing the percentage for number of years work in Bajaj Enterprises.
Page 68
PARTICULARS
NO.OF RESPONDENTS 11
PERCENTAGE
Currently joining
22%
Within 5 years
16
32%
5-10 years
19
38%
than
10 04
4%
50
100%
38 P E R C E N T A G E 40 35 30 25 20 15 10 5 0 Currently Within 5 joining 5-10 years years More than 10 years WORK IN PANACHE ENTERPRISES 4 Column4 Column3 Column2 Column1 22 Column1 Column2 Column3 Column4 32
Analysis:- The above table gives the information about the number of years work in Bajaj enterprices,22% of Currently joining,32% of Within 5 years,38% of 5-10 years and 4% of more than 10 years.
Table No.17:Table showing the percentage for being a part of Bajaj motors.
Page 70
PARTICULARS
Yes
43
86%
No
14%
TOTAL
50
100%
Graph No.17:Graph showing the percentage for being a part of Bajaj motors.
HKBK DEGREE COLLEGE Page 71
Column1
14
Yes No 86
Analysis:- The above table gives the information about the respondents of Bajaj motors, and from the table it can analyze that the 86% of respondents are satisfied to work in Panache motors and 14% of respondents are not satisfied.
Page 72
Table no.18:Table showing the percentage of customer attitude towards Bajaj Enterprises.
PARTICULARS
NO.OF RESPONDENTS
PERCENTAGE
Excellent
19
38%
Very good
14
28%
Good
11
22%
Average
06
12%
TOTAL
50
100%
Graph no.18:-
Page 73
40 p E R C E N T A G E 35 30 25 20 15 10 5 0
38
28 22
Excellent
Very good
Good
Average
CUSTOMER ATTITUDE
Analysis:- The above table gives information about the customer attitude, and from the table it can analyze that the 38% of respondents fell excellent, 28% of respondents feel very good, 22% of respondents feel good and 12% of respondents feel average about the bajaj enterprises.
Page 74
FINDINGS
The below given inferences where actually delivered Majority of the respondents who prefer to ride the Bajaj Pulsar are in the age group of below 30 years.
Page 75
Majority of the respondents belongs to the male group thus it can be observed that males play an important role in purchasing decision .
Majority of the respondents belongs to the group where the monthly earning is below 20,000.
Majority of the respondents came to know about the Bajaj pulsar through their friends and relatives.
Majority of the respondents using Bajaj pulsar 150cc i.e. 79% and Bajaj Pulsar 180 cc i.e. 10%.
Most of the respondents go for pulsar because of its Pick-Up and style.
Majority of the respondents do not expecting any other modification in existing models of pulsar.
Majority of the respondents 78% are satisfied with the bikes power and pick-up.
Majority of the respondents 66% are satisfied with the cost of maintenance of the bike.
Most of the respondents are satisfied with the riding comfort and safety.
Page 76
Most of the respondents feel that responsiveness of the dealer towards the complaints is good.
Most of the respondents are satisfied with the after sales services from the dealer.
Majority of the respondents 47% are satisfied with the quality after sales and service of the Bajaj Pulsar.
90% of the respondents are satisfied with availability of the spare parts at service centre
Majority of the respondents 65% are expecting new version of Pulsar by Bajaj.
Most of the respondents feel that on the basis of performance/ quality they will recommend others to buy the Bajaj Pulsar.
SUGGESTIONS
Page 77
Based on the findings of the study stating some of the important suggestions that the company can really go for to extend its operation market share, profit and so on.
ADVERTISEMENT STRATEGY In order to attract and retain the customers the company should a. Develop both the informative and attractive advertisement strategies b. Company should go for advertising about the product in almost all the medias c. Regular modifications should be the content of the advertisement d. The presentation of the advertisement should be appealing to the customer
In the present competitive markets, a company can be develop on its own efforts. It has to depend on others, i.e. it has to take effective support from its dealers . To get effective support it has to study and motivate them like: The company has to provide rewards , awards, offers, discount to its dealers to promote its products very effectively in the domestic market. If implemented definitely they may lend to tremendous increase in the turnover of the company
3.
Page 78
Retaining few satisfied customer is as good as attracting ten new customers . It implies that a company can easily increases the number of its customers but is very difficulty to retain them. In order to retain the customers especially the company should: a. Give more importance to the quality of the sales service. b. Remind the customer as to when they have to get their vehicles serviced. c. Give tips to them on maintenance of vehicles
This is also one of the important tools to the company to know that extra facilities the customers are expecting from the company and how they are comparing out vehicles with vehicles of computers etc... As most of the customers expecting that the improvement should be done on the seating of bajaj pulsar, it is necessary for the company to concentrate on this aspect. This is because one should feel comfortable in riding; this intern depends on the seating arrangement of the vehicles.
5. PROMOTIONAL STRATEGIES:
Festival offers, Exchange melas, offer of gold coins and other valuable things can be introduced in order to increase its turnover. Provide the financial schemes to increase the sales.
Page 79
Page 80
CONCLUSION
From the study it is concluded that majority of the customers satisfied by the pulsar rendered by Bajaj. While doing this project I came to know how challenging it is to satisfy the present day customers, I also realized various types of customers right from those who have genuine to ego kind of problems, but how important it is to satisfy all of them. During the course of project i also understood that all customers cannot be satisfied all the times it is only how well can we come to the satisfaction level, which actually matters. It is also understood that the volume of customers is mainly from the youth section and is mainly male population which means that the company should be more youth centric and at the same time should have a different marketing strategy for the elder population as they need to be pushed to the market.
Page 81
QUESTIONNAIRE
(A STUDY ON CUSTOMER SATISFACTION TOWARDS BAJAJ Discover)
QUESTIONNAIRE
Dear Sir /Madam, Syed Abrar Final year of BBM of HKBK Degree college as per my curriculum, I am conducting a survey to find out study on sales promotion with reference to Bajaj bikes at varadha enterprises in Bangalore. I would be grateful if you can spare your valuable time and co-operate with me in answering the best of your knowledge. . Name: _________________________ . ADDRESS: ____________________________________________ ______________________________________________________ __________________________________________ 1. Specify your age group: a) Less than 25 c) 35-45 2. Specify your gender? a) Male ( ) b) Female ( ) ( ) ( ) b) 25-35 ( )
d) above 45 ( )
( )
If other please specifies: __________________________ 4. Average monthly income: a) Less than 20,000 ( ) c) 25,000-30,000
(
)
)
5. How do you come to know about Bajaj? a) Advertisement c) Dealers ( ) ( ) b) friends ( ) d) sales personal ( )
6. Why did you choose varadha enterprises? a) Exclusive range ( ) c) After sales service ( ) b) effective sales person ( ) d) other ( )
If other please specify _________________________ 7. What do you feel about service offered to you in Bajaj enterprises? a) Excellent c) Good ( ( ) ) b) very good d) bad ( ) ( )
8. How do you rate varadha enterprises when compare to the other dealers of Bajaj? a) Excellent c) Good ( ( ) ) b) very good d) fair ( ( ) )
10. Which brand are you using now? a) Bajaj c) TVs ( ) ( ) b) hero Honda ( d) Yamaha ( )
Page 83
11. According to you who is the market leader in two-wheeler? a) Bajaj c) TVs ( ) ( ) b) Hero Honda ( d) Yamaha ) ( )
12. According to you what is the best feature in Bajaj two wheelers? a) Mileage c) Speed ( ) ( ) b) style/look ( )
d) smooth handling ( )
13. Where did you buy your two wheeler from? a) Varadha enterprises ( ) c) Bajaj motors ( ) b) millennium enterprises ( ) d) manjunath motors ( )
14. What do you feel about the price the range offer by the Bajaj? a) High c) Affordable ( ) ( ) b) very high ( ) d) low ( )
15. Please mention your opinion about physical appearance of Bajaj bikes? a) Excellent ( ) b) Good ( ) d) ok ( )
c) Satisfactory ( )
16. What do you feel about the comfort ability of Bajaj bikes? a) Excellent ( ) b) Good ( ) d) ok ( )
c) Satisfactory ( )
17. According to you what are the advantages of Bajaj two wheeler when compare to other two wheeler? a) Low cost
HKBK DEGREE COLLEGE
( )
b) Good looking
( )
Page 84
c) Speed handling ( )
( )
d) smooth
18. How do you rate the availability of Bajaj bikes? a) Excellent ( ) c) Satisfactory ( ) b) Good d) Not available ( ( ) )
19. What do you feel about the availability of the spare parts of Bajaj bikes?
a) Excellent c) Good
( (
) )
( (
) )
20. Did you get the full service from the Bajaj motors? a) Yes ( ) b) No ( )
21. Are you satisfied by the service offered by the Bajaj? a) Yes ( ) b) No ( )
22. Any suggestion towards Bajaj motors ___________________________________________________________ ___________________________________________________________ ___________________________________________________________ ______________________
Page 85
BIBLIOGRAPHY
o o o
MARKETING MANAGEMENT - Philip Kotler CONSUMER BEHAVIOUR MARKETING RESEARCH World wide web www.bajajautoltd.com www.teambhp.com www.wikipaedia.com - Suja Nair - Rajendra Nargundakar
Page 86