Preface: Karan Mahajan Ty
Preface: Karan Mahajan Ty
Preface: Karan Mahajan Ty
This was extremely great to work on this project as it provided me with immense
knowledge and inestimable chance to learn.
Karan Mahajan
Ty B.B.A
Smt. Kashibhai Navale College of
Commerce
1
INDEX
1 Introduction 6
About automobile Industry
2 Company’s profile 8
About Honda Co.
History in India
3 Target Customers 10
Market Segmentation
10 Bibilography 36
2
ACKNOWLEDGEMENT
Project work is never an individual work so I thank the almighty god for having
showered his grace and blessings on me in the completion of project.
I express special thanks to project guider Miss Aparna Bokil and I heartly thankful
to the college for giving me this opportunity.
I also sincerely thanks to all managers and employees of Honda Motors Scooter
India ltd. Who supported me in project work.
Karan Mahajan
Ty B.B.A
Smt. Kashibhai Navale College of
Commerce
3
A
PROJECT REPORT
ON
“CUSTOMER SATISFACTION AND COUSTOMER
RELATIONSHIP MANAGEMENT”
At
Submitted by :
Karan Mahajan
Roll No. 652
TY BBA
Automobile Industry has been the case in the global economy and has been
one largest industries in the Indian market too. It has been recognized one
of the key economic drivers.
The industry has been in existence in India since 1955. According to the
figures for 2003-04 of all the automotive industry, the 2-Wheelers accounts
to the roughly 80% of the sales. In the initial years entry of the firm,
capacity, expansion, choice of the product & technology were all regulated
by the government policies.
The Indian economy faced a major crisis in 1991. This resulted in the
industrial policy shift from a regulatory regime to a more open a liberalized
market. Abolition of licenses & liberalization in polices helped realize the
sector’s full potential this policies has certain influence on the industry, as
follows:
6
the sector. In the initial years, entry of firms, capacity expansion, choice of
products including capacity mix and technology, all critical areas of
functioning of an industry, were effectively controlled by the State
machinery. The lapses in the system had invited fresh policy options that
came into being in late sixties. Amongst these policies, Monopolies and
Restrictive Trade Practices (MRTP) and Foreign Exchange Regulation Act
(FERA) were aimed at regulating monopoly and foreign investment
respectively. This controlling mechanism over the industry resulted in: (a)
several firms operating below minimum scale of efficiency; (b) under-
utilization of capacity; and (c) usage of outdated technology. Recognition
of the damaging effects of licensing and fettering policies led to initiation
of reforms, which ultimately took a more prominent shape with the
introduction of the New Economic Policy (NEP) in 1985.
However, the major set of reforms was launched in the year 1991 in
response to the major macroeconomic crisis faced by the economy. The
industrial policies shifted from a regime of regulation and tight control to a
more liberalized and competitive era. Two major results of policy changes
during these years in two-wheeler industry were that the, weaker players
died out giving way to the new entrants and superior products and a
sizeable increase in number of brands entered the market that compelled the
firms to compete on the basis of product attributes. Finally, the two-
¬wheeler industry in the country has been able to witness a proliferation of
brands with introduction of new technology as well as increase in number
of players. However, with various policy measures undertaken in order to
increase the competition, though the degree of concentration has been
lessened over time, deregulation of the industry has not really resulted in
higher level of competition.
7
Company Profile
In 1948, HMCL was incorporated with a capital of one million yen. Soon,
the company started to design and produce lightweight motorcycles.
Honda’s first motor cycle D-type two stroke 98cc, was produce in 1949. In
the early fifties the headquarter of the company was sifted from Hamamastu
to Tokyo and company got listed in the Tokyo stock exchange.
In 1972, HMCL introduce the higher price and more powerful car Honda
Accord. Bu the mid 1980s, Honda had emerged as the third largest
Japanese auto maker behind Toyota & Nissan.
8
HISTORY OF HONDA IN INDIA
Kinetic Honda
Kinetic, founded by H.KFirodia in 1972 was primarily in the moped
market.
Its luna became a big success in the middle class sector in India
In 1985 Honda and Kinetic tied up to form Kinetic Honda Motors Ltd. The
company’s primary business was to manufacture scooters. The ‘ KH-100’,
the first gearless, self and auto choke scooter in India was a huge success.
Hero Honda
The other joint venture agreement between HMCL and the Hero Group
resulted in formation of Hero Honda Motors Limited (HHML) in 1984.
HMCL held a 23 per cent equity stake in the joint venture. The Indian
motorcycle market was very sluggish at that time. Many Indian consumers
were of the opinion that scooters were much safer than motorcycles.
In 1985, HHML launched the Hero Honda CD-100 motorcycles, the first
four-stroke bike in India. Its unique features such as a four-stroke engine,
fuel efficiency (approximately 80 km/l) and low emission made the model a
runaway success with Indian customers.
9
Market Segmentation & Targeting
10
Comfort - Self Start
- Less Noise &
Vibration
- Long Seat
Low and Easy - Convenient lift up
Maintenance Independent Cover
- Tyres with tuff-up
technology
Easy to Handle - Light-weight
gearless
- Centrally balanced
engine
11
Rugged - Water-proof Eterno
electrical
components and
stainless stell tuff-up
cable
- One direction gear
system
Comfort - Large storage
- Other standard
features
Products
Honda, came to the Indian shores in 2004 with the launch of the sleek
Honda Unicorn. The Honda Unicorn introduced the first puncture resistant
tubes to the Indian two-wheeler market. Honda followed up its success with
12
motorbikes by groundbreaking scooters like the Honda Activa, which has
owners all over the country beaming with pride and pleasure.
i) Moto Scooter
Activa
Activa was the first scooter launched by Honda in 2001. It revitalized the
scooter market since its launch in 2001. Activa was designed keeping in
view the preferences of Indian consumers who felt that the conventional
Indian scooter was too big and difficult to handle.
13
Honda scooters today are sure to provide you with something different from
the average two-wheeler on the road. Honda needs to do that to compete
against its own collaboration, Hero Honda, and build its separate market
share. So right now, Honda consumers have everything going for them.
Promotion:
Dio
Dio is India’s first motor scooter. Dio was meant to add passion and
excitement with its stunning looks and performance, by incorporating the
latest world trends that made it a scooter that is much ahead of its time.
The Honda Dio is named after Dyonisiac’ or Cupid, the Greek god of love
and son of Vensus. New bikes in this series have a showroom price ranging
14
from around Rs.45,000 to Rs. 47,000 Inclusive of all charges like
insurance, octroi, RTO, etc.
Promotion:
Aviator
15
Honda Aviator is Two wheeler 4 stroke bike & and features a higher load
carrying capacity than similar scooters. Its price ranges from Rs. 51,000 to
Rs. 55,000 Inclusive of all charges like insurance, octroi, RTO, etc.
Honda Unicorn
This bike is marked for its cutting-edge technology, adequate power, and
mono suspension at the rear. The Unicorn (Alloy Wheel) is now available
at a showroom price of around Rs. 67,000 with an on road price of around
Rs. 70,000 including supplementary charges. Currently, Delhi has the
lowest, and Bangalore the highest on-road price for Honda Unicorn (Alloy
Wheel). Honda Unicorn (Alloy wheel) bike price vary upon the two-
wheeler dealer’s location.
Honda Stunner
16
This bike of Honda look give like a sport bike which provide while riding
freeness and comfort. This bike is marked for its cutting-edge technology,
adequate power, and mono suspension at the rear. The Stunner (Alloy
Wheel) is now available at a showroom price of around Rs. 58,000 with an
on road price of around Rs. 61,000 including supplementary charges.
Currently, Delhi has the lowest, and Bangalore the highest on-road price for
Honda Stunner (Alloy Wheel).
Honda Twister
17
Honda Twister is newly launch bike by Honda for giving customer new
option to select the bike with different varieties. The Honda Twister is
Advance Design Diamond, twin pipe type bike and this bike cost range
from Rs. 49,000 with an on road price of Rs. 52,000 including with
supplementary charges.
Challenges Ahead
The waiting list in scooter market has made a comeback. Scooters, which
almost disappeared, are making a comeback. The waiting period of new
Activa 100cc is three months which used to be just 10days 6 months back.
During 2006, only 12% of the 2 wheelers sold in India used to be scooters.
The percentage is expected to be 20%this year. Additionally, the scooter
market grew in double digits last fiscal, outperforming the two-wheeler
market, which grew 2.6 per cent in the same period.
18
Naresh Rattan, HMSI’s divisional head (sales and marketing), said many
urban markets in India were seeing a transition from motorcycle to
scooters. “An increasing number of people are opting for scooters over
bikes because they are hassle-free and very convenient, with mileage
almost on a par with motorcycles. We do not think that a growth of 15 per
cent year-on-year is difficult to achieve,” he said.
Customer Satisfaction
19
In a competitive marketplace where businesses compete for customers,
customer satisfaction is seen as a key differentiator and increasingly has
become a key element of business strategy.
It's a well known fact that no business can exist without customers. In the
business of Website design, it's important to work closely with your
customers to make sure the site or system you create for them is as close to
their requirements as you can manage. Because it's critical that you form a
close working relationship with your client, customer service is of vital
importance. What follows are a selection of tips that will make your clients
feel valued, wanted and loved.
This is the most daunting and downright scary part of interacting with a
customer. If you're not used to this sort of thing it can be a pretty nerve-
wracking experience. Rest assured, though, it does get easier over time. It's
important to meet your customers face to face at least once or even twice
during the course of a project.
This goes without saying really. We all know how annoying it is to wait
days for a response to an email or phone call. It might not always be
practical to deal with all customers' queries within the space of a few hours,
but at least email or call them back and let them know you've received their
message and you'll contact them about it as soon as possible.
20
A fellow SitePointer once told me that you can hear a smile through the
phone. This is very true. It's very important to be friendly, courteous and to
make your clients feel like you're their friend and you're there to help them
out. There will be times when you want to beat your clients over the head
repeatedly with a blunt object - it happens to all of us. It's vital that you
keep a clear head, respond to your clients' wishes as best you can, and at all
times remain polite and courteous.
This may not be too important when you're just starting out, but a clearly
defined customer service policy is going to save you a lot of time and effort
in the long run. If a customer has a problem, what should they do? If the
first option doesn't work, then what? Should they contact different people
for billing and technical enquiries? If they're not satisfied with any aspect of
your customer service, who should they tell?
Have you ever received a Happy Birthday email or card from a company
you were a client of? Have you ever had a personalised sign-up
confirmation email for a service that you could tell was typed from scratch?
These little niceties can be time consuming and aren't always cost effective,
but remember to do them.
6. Anticipate Your Client's Needs & Go Out Of Your Way to Help Them
Out
Sometimes this is easier said than done! However, achieving this supreme
level of understanding with your clients will do wonders for your working
relationship.
21
7. Honour Your Promises
It's possible this is the most important point in this article. The simple
message: when you promise something, deliver. The most common
example here is project delivery dates.
22
appreciated by you and your staff. They don't want to get the impression
that they are just being used by you for money. Small interactions like
"Thank you" and a nice smile can go a long way toward customer
satisfaction.
Make sure your employees operate with the same principles. A big part of
customer satisfaction is reliability. If customers come to expect a certain
mode of behavior from you and your employees, you should deliver it to
them each and every time. Customers want to be able to rely on you. They
expect consistent delivery times (if applicable) and support. By training
your employees to treat all customers with the same respect, your
customers will all have the same experience with your company, which will
increase customer satisfaction.
23
What are the needs required to satisfy the Customer
24
The need to satisfy customer for success in any commercial enterprises is
very obvious. The income of all commercial enterprises is derived from the
payments received for the products and services to its external customers.
Customers are the sole reason for the existence of commercial
establishments.
Since sales are the most important goal of any commercial enterprise, it
becomes necessary to satisfy customers. For customer satisfaction it is
necessary to establish and maintain certain important characteristics like:
a. Quality –
As far as quality is concerned Honda provides the best technology for its
excellence .In case of maintaince of quality the cost of that technology
doesn’t matters for Honda eg Old activa 125cc which gives the mileage
of45km/l and new model of activa 110cc which gives the mileage of
55km/l. The inimitable success of Honda depends upon its quality.
b. Fair prices –
Honda implements the best price mix system,it considers the market
factors{customers) while implementing the price on a particular vehicle.Its
prices are worthwhile to its technology.
Marketing positions are mainly filled up by staff that has special selling
skills, great convincing skills and promotional expertise. If you truly
believe that this is the perfect position for you and that you are desperately
fighting for the job, then always be prepared for tough marketing interview
25
questions. This is a complex profession and smart, winning and confident
answers
d. Efficient delivery –
Honda hires the best transportation facility for its delivery of vehicle,which
helps them to allot the vehicle to the customer as per the given time.
26
Customer satisfaction surveys have long been woven into corporate
organizational business practices, marketing programs and other customer-
engagement initiatives. A customer satisfaction survey enables a company
to gain great insights about customers' needs, wants and requirements, and
generates feedback (critical or praiseworthy) about the company's products,
services and customer service. The results and feedback generated from a
customer satisfaction survey attunes a company towards more focused
customer service, and develops better relationships with customers to
achieve brand success.
27
1. Feedback
2. Desired Improvements
3. Better Innovation
4. Greater Customization
28
Brownie points for excellence through customer
satisfaction ?
The following are some questions that may identify whether your business
is providing just basic or excellent examples of good customer service.
Image. Is the employee friendly and project a good image and manner to
the customer?
Difficult customers. Does the employee deal with difficult customers with
courtesy and respect?
Going the extra mile. Does the employee regularly exceed standards by
going the extra mile to provide outstanding customer service?
29
Introduction of Customer Relationship Management
Acquire: CRM can help a business acquire new customers through contact
management, selling, and fulfillment.
Enhance: web-enabled CRM combined with customer service tools offers
customers service from a team of sales and service specialists, which offers
customers the convenience of one-stop shopping.
Retain: CRM software and databases enable a business to identify and
reward its loyal customers and further develop its targeted marketing and
relationship marketing initiatives.
30
Benefits of CRM
31
Strategy
33
Measurement of customer satisfaction
34
Customer satisfaction measurement is an evolving tool that is moving
beyond early, basic measures of satisfaction toward approaches that enable
a business to compete more effectively in its targeted market.
35
Bibliography
http://www.XBHP.com
http://www.honda2wheelersindia.com
http://www.google.com
http://www.bikeindia.com
http://www.world.honda.com
http://www.bike4sale.com
36
TO WHOME IT MAY CONCERN
37
38