YAMAHA Brand promotion & sales

KOHINOOR BUSINESS SCHOOL

Sunil Kumar ROLL NO. - 8351

PRESENTED BY:

The Heart & soul of true biking

INDUSTRY PROFILE

•India is the second largest manufacturer and producer of two-wheelers in the world.

•Beginning in the early 1950s with Automobile Products of India (API).

•In 1948, Bajaj Auto began trading in imported Vespa scooters and three-wheelers.

•The two-wheeler market was opened to foreign competition in the mid-1980s.

•The first Japanese motorcycles were introduced in the 1980s.

•TVS Suzuki brought first tow-stroke motorcycle engine

•Hero Honda brought first four-stroke motorcycle engine.

INDUSTRY PROFILE Cont..

•In mid-1980, The entry of Kinetic Honda with a variometric scooter.

•In 1990, the entire automobile industry saw a drastic fall in demand.

•The total number of registered two-wheelers and three-wheelers on road in India, as on March 31, 1998 was 27.9mn and 1.7mn respectively.

•The two wheeler population has almost doubled in 1996 from a base of 12.6mn in 1990.

COMPANY PROFILE •Yamaha Motor Company was founded in 1955.

•Genichi Kawakami was first president of Yamaha Motors.

•In August of 1955 the first model Yamaha YA-1 (125 cc) was complete.

•By 1956, a second model YC1 (175cc) was ready.

•In 1957 , Yamaha began production of its first 250cc bike, YD1.

•In 1963, Nationwide Yamaha authorized dealership organization launched.

•In 1970, First Yamaha motorcycle mounting a 4-stroke engine "XS1" released.

•In 1985, Yamaha made its initial foray into India.

• In 1996, entered into a 50:50 joint venture with the Escorts Group.

COMPANY PROFILE Cont..

•In 2008, YMC entered into an agreement with Mitsui & Co., Ltd.

•Has a countrywide network of over 400 dealers.

•In 1979, Energy saving 4-stroke engine system Yamaha Induction Control System (YICS) developed.

•In 1990, Corporate Mission; We Create Kando - Touching People's Hearts announced .

• Escorts Yamaha Motor Ltd. (EYML) established in India.

•In 2000, Corporate ties with Toyota Motor Co. Ltd.

•In 2006, Global Parts Center established in Japan and full operations begun.

EXPORT

• Exported to over 70 countries

•Argentina, Mexico, Philippines, Bangladesh, Sri Lanka, Columbia etc.

• The export Product line boasts of RX 100, Crux, YD 125, Enticer and Libero.

ENVIRONMENTAL RESPONSIBILITY

• The systematized Ace Plant where energy from waste incineration is recovered and reused.

• Introduction of co-generation systems to reduce energy consumption and CO2 emissions.

• Testing in an anechoic chamber in pursuit of an engine sound pleasing to the ear.

• A meter panel powered by solar cells.

• Ensuring health and safety by reducing toxic substances.

• Focus on environmental activities both from global and regional perspectives.

• “High-quality Product Creation” one of its mottos.

• IYM's Manufacturing facilities comprises of 2 state-of-the-art Plants at - Faridabad (Haryana) and Surajpur (Uttar Pradesh).

• The 5-S and TPM activities that fuel our agile Manufacturing Processes.

• In-house facility for Machining.

• Welding processes as well as finishing processes of Electroplating and Painting till the assembly line.

• Environment-friendly technology.

MANUFACTURING PROCCESS

• In August 2003, BABA Motors got Dealership of Yamaha motors.

• Retailing of YAMAHA motorcycles.

• Operations - in Varanasi.

• 2 showrooms, 2-service station and 25+ employees.

• 100% “Customer Satisfaction” and “Relationship Building”

BABA MOTORS A MAIN DEALER OF YAMAHA

YES!YAMAHA

• BABA Motors is a main dealership of India YAMAHA motors Pvt. Ltd.

• Commitment to quality.

• Focus on customer satisfaction.

• Provide value added service.

• Good coordination between employees.

HIGHLIGHTS OF BABA MOTORS

To increase the sale of Yamaha motorcycles with the help of various marketing

promotional tools

Objective

PRODUCTS

•YZF–R15•FZ-16•FZ-S•FAZER•GLADIATOR TYPE SS

PRODUCT PROFILE

PRODUCTS•GLADIATOR TYPE RS•GLADIATOR TYPE GRAFFITY•G5•CRUX•ALBA•YZF R-125 (Yet to be launch)

PRODUCT PROFILE cont…

YZF R-1“State-of-the art race technology”

Technical Specification


Engine type Liquid-cooled, 4-stroke, 998 cc

Starting system Electric

Carburetor/Fuel supply Fuel injection

Transmission type Constant mesh, 6-speed

Frame type Aluminum die-cast Delta box

Length x width x height 2,060mm x 720mm x 1,110mm

Dry Weight 177 kg.

Fuel tank capacity 18 liters

YZF R-15“Racing instinct”



Engine type/ Displacement

Liquid-cooled, 4-stroke, /149.8 cc

Starting system Electric

Carburetor/Fuel supply Electronic Fuel injection

Transmission type Return Type 6-speed

Frame type Delta box Frame


Dry Weight 120 kg


FZ-16“Lord of the streets”




Air-cooled, 4-stroke, /153 cc

Starting system Electric start

Fuel supply system BS26


Frame type Diamond


Dry Weight 1206kg


FZ-S“Highlight your style”








Frame type Diamond


Dry Weight 126 kg


Fazer“Touring Spirit”








Frame type Diamond


Dry Weight 130 kg


Gladiator Type SS“Stop Commuting. Start Sports Biking.”




Air-cooled, 4-stroke, /123.7 cc

Starting system Kick start/Electric start

Fuel supply system Type-CV


Frame type Steel pipe-Diamond tubular


Dry Weight 117 kg


G5“We Define Trends”





Starting system Kick start/Electric start

Fuel supply system Type-VM


Frame type Double cradle type


Dry Weight 109 kg


CRUX“Tough bike for tough men.”




Air-cooled, 4-stroke, /106cc

Starting system Kick start



Frame type Double cradle type, steel


Dry Weight 103 kg


ALBAAbhi gaya abhi aaya




Air-cooled, 4-stroke, /106cc

Starting system Kick start/electric



Frame type Double cradle type, tubular


Dry Weight 119 kg


Loan Facility

Finance AmountUp to 90% of On Road Price (Depends on Scheme)

Lending Rate Flat Rate basis (Depends on Scheme)

Tenor 6 - 36 monthsFees 3.5% on net finance amount & actual stamp duty

Required documents for loan application

1) ID Proof 2) Residence Ownership Proof 3) Residence Proof 4) Photo 5) Income proof

Loan Facility

•Sri Ram Insurance•New India Insurance•Reliance Insurance

Insurance Facilities

Promotional Activities

“ Jo dikhta hai wo bikta hai”

Canopy


Demo Van


Tagging


Customer meets


College Activities• Student Benefit


Test Drive



News Paper Insertion

Cinema SlidesCinema Slides

• Cinema Slides•Cable TV Ad

Performance at BABA Motor


Month Total enquiry Total Sales C V Ratio Sales Inc(%)

April 155 42 .27 -

May 162 50 .29 11

June 165 56 .33 17

July 170 62 .36 12

April May June July0

10

20

30

40

50

60

70Total Sales

Total Sales

Format of daily inquiry register


Daily Enquiry Register Date………

S. No.

Attended by

Costumer Name

ContactDetail

DoB Tell Enq/Walk in

Model Existing Vehicle

Fin/ Cash

Follow up 1

Follow up 2

Follow up 3

Comment by costumer

Final Outcome

SWOT Analysis


Strength

•World famous & reputed company•High Promotion of experienced staff •wide range of motorcycles

Weakness

•Unhappy employees• No well maintained showroom• After sales service

Opportunity

•Increasing population •changing life style • Big group of youngsters

Threats

• Many competitors•Slow down

• Yamaha has a bright future in automobile industry by its technological improvement.

• Yamaha has less market share due to its less mileage perception in the mind of customer.

• Hero Honda & Bajaj sell more motorcycles rather than Yamaha.

• Motorcycles become trends among friends.

• The advertisement of Yamaha is good which influence the purchasing behavior of consumers.

• Yamaha has its loyal customers who own this brand since many years.

• The competition level is very high in automobile industry.

Conclusion


Recommendation


• It should come out with some new models & technologies to catch up maximum young generation.

• The distribution Channel should be focused on its demand.

• It should improved its advertisement quality, it should be realistic not imaginary.

• People get updated by T.V. Yamaha should increase the updating by publicity as well as by Hoardings.


SPECIAL THANKS TO –

SIP Coordinator - Prof. Jayseelan

SIP Faculty Guide – Prof. Vishal Pradhan

Company Guide - Mr. J.H. Prasad

YES!YAMAHA

THANK YOU


Automotive

YAMAHA Brand promotion & sales