Competitive Analysis and Customer Satisfaction Survey

Of Yamaha and its competitors

(Special case for Yamaha Motor , India)

Submitted by Nitin Baliyan

About the Company

India Yamaha Motor Pvt. Ltd. , is a fully owned subsidiary of Yamaha Motor Corporation(Japan).Manufacturing Plants of the company in India are located at Faridabad (Haryana) and Surajpur (Uttar Pradesh).• Strong work force of 2000 Employees.• Country wide network of 400 Dealers.

Objective of Research

• To study Demographic and Psychographic Profile of potential customers of Motorcycles in NCR (who have purchased their Motorcycles in Year , 2009).• To study customer satisfaction toward Product and Service offered by Company (Yamaha and its competitors).

Research Methodology

Research Design: Research is based on Descriptive Analysis.

Method of Data Collection: Primary Data : Data has been collected directly from customers Secondary Data : Published reports, Magazines, etc..

Sampling Method: Random Sampling Method.Sample size: 280 respondents.Hero Honda : 60Yamaha : 60Bajaj : 60Honda : 40TVS : 60

Survey Time Period: 2nd June to 24th June, 2010

Botanical garden

Yamuna Bank

Kashmiri gate

Service centersDealers

Focused Places

Amity University

Marital Status:

Age :

49%

48%

47%

42%

57%

51%

52%

53%

58%

43%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Honda

T.V.S

Bajaj

Hero Honda

Yamaha

Single Married

Customers Whose Marital Status is Single: • Yamaha is the most preferred brand among them. • Bajaj , T.V.S and Honda are also doing well in this segment.• Hero Honda holds lesser %age of customers in this segment comparative to others.

Customers Whose Marital Status is Married• Hero Honda is the most preferred brand among them.• Bajaj , T.V.S and Honda are also doing well in this segment. • Yamaha need to focus on this segment to gain more market share.

21 – 25 Yrs Yamaha have good Market share in this age group but Honda is ahead to Yamaha, other players are also doing well. 26 – 30 YrsYamaha is lagging in this age group in the comparison to its competitors. Honda have good presence among the customers of this age group, Bajaj and TVS are also doing good. 31 – 35 YrsYamaha have very good presence among the customers of this age group. Hero Honda and TVS also holds good market share but Honda and Bajaj are lagging . 36 – 40 YrsThe presence of Bajaj among the customers of this age group is remarkable, rest all the players are doing Fine. 41 – 45 YrsYamaha and Honda are absent among the customers of this age group. While performance of TVS is better in the comparison to Hero Honda and Bajaj. 46 – 50 Only Hero Honda holds customer from this age group

> 51 years No respondents fall in this category

44%

30%

34%

38%

40%

38%

35%

32%

27%

27%

8%

20%

12%

17%

23%

10%

8%

20%

7%

10%

7%

2%

3% 8%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Honda

TVS

Bajaj

Hero Honda

Yamaha

Below 20 21-25 Yrs 26-30 Yrs 31-35 Yrs 36-40 Yrs 40-45 Yrs 46-50 Yrs >51 Yrs

Occupation of Motorcycle Riders

Qualification of Motorcycle Riders

Maximum no. of Graduate Students favor Hero Honda and next to it is Yamaha. Yamaha , Bajaj and T.V.S also have good presence among 10 – 12th std qualified students. Maximum no. of Post Graduates favor Honda followed by Hero Honda. Yamaha and Bajaj equal % age of Post graduate students.

3%

7%

2%

8%

28%

15%

5%

15%

59%

55%

61%

73%

67%

28%

13%

17%

22%

17%

5%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Honda

T.V.S

Bajaj

Hero Honda

Yamaha

Less than 10th Std 10 - 12th std Graduate Post graduate Professional

Pvt. Company EmployeeMost of the customers of Bajaj, Hero Honda and Honda belong to this category, while Yamaha also have good no. of customers from this category. Govt. Company Employee Bajaj and Hero Honda have good Presence among the customers of this category . But Yamaha performance is not so good. Self Employed Yamaha, Honda and TVS have goof Presence among the Customers of this Category. While Hero Honda and Bajaj have very less no. of customers belong to this category Student Yamaha is most famous brand among Students.

56%

33%

56%

45%

32%

15%

17%

22%

27%

12%

15%

23%

2%

1%

25%

1%

2%

13%

27%

20%

27%

30%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Honda

T.V.S

Bajaj

Hero Honda

Yamaha

Pvt. Company Govt. / Public Company Self Employeed Professional Student

Monthly House hold Income

Hero Honda is the only brand which have presence in all the M.H.I. groups Yamaha have highest stake in income group of above Rs.30,001

Usage of Motorcycle

Maximum Utilization of Motorcycle in case of the Players is Commute to office / Work / College, while incase of Yamaha the Maximum utilization is Moving Near by house. Bajaj and Hero Honda commuters have good utilization of bike for Family purpose Yamaha bikes also have great utilization for Racing on Street.

3%

3%

12%

5%

3%

2%

5%

15%

27%

13%

10%

21%

27%

20%

22%

18%

36%

23%

19%

23%

18%

15%

15%

5%

23%

10%

21%

8%

24%

11%

42%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Honda

T.V.S

Bajaj

Hero Honda

Yamaha

5,000 below 5,001 - 10,000 10,001 - 15,000 15,001 - 20,000

20,001 -25,000 25,001 - 30,000 above 30,001

45%

43%

43%

48%

33%

6%

4%

4%

4%

3%

0%

1%

1%

0%

3%

21%

28%

27%

20%

36%

25%

20%

20%

25%

17%

3%

2%

3%

2%

6%

2%

2%

1%

2%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Honda

T.V.S

Bajaj

Hero Honda

Yamaha

Commute to office/work/College Long ride Touring Carrying LoadMoving Near by House Family Purpose Racing on StreetOthers

Awareness about the Product

Incase of Hero Honda and Bajaj and T.V.S maximum awareness of product is taking place through Family Friends and Visibility on Road, While in case of Yamaha these two factors are Very Less effective .

Incase of Yamaha Maximum awareness of Product is taking place through Walk in at Dealer and TV Advertisement.

Automagzine is playing most effective role in case of Yamaha and next to it incase of TVS.

Awareness Via Newspaper is effective incase of Yamaha and Honda.

18%

11%

6%

23%

31%

21%

19%

17%

23%

1%

2%

3%

17%

10%

7%

7%

17%

2%

1%

7%

24%

22%

36%

37%

17%

10%

34%

31%

37%

15%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Honda

T.V.S

Bajaj

Hero Honda

Yamaha

Walk in at Dealer TV Advertisement Radio Internet Newspaper

Automagzine Dealer Activity Family Friends Visibility on Road Others

Shopping

Watch Movies

Most of the Respondents for all the brands go for Shopping during weekends

Most of the customers for all the brands rarely go to watch Movies.

Those customers who go to watch Movies regularly is maximum incase of Yamaha.

15%

10%

10%

3%

62%

73%

66%

83%

82%

23%

17%

24%

17%

15%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Honda

T.V.S

Bajaj

Hero Honda

Yamaha

Regularly Sometimes Rarely Never

10%

5%

5%

7%

32%

31%

38%

31%

27%

32%

49%

50%

51%

52%

48%

10%

7%

14%

15%

12%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Honda

T.V.S

Bajaj

Hero Honda

Yamaha

Regularly Sometimes Rarely Never

Hang out with friends

Visit Disc and Pub

Yamaha have maximum no. of customers who visit Disc and Pub regularly in the Comparison to others. Most of the Respondents of Hero Honda , Bajaj and T.V.S don’t prefer to go Disc and Pub. Maximum no. of Respondents of Yamaha and Honda Prefer to Visit Disc and Pub Rarely.

In the Comparison to other brands Yamaha have maximum no. of respondents who prefer Hang out with Friends regularly. Hero Honda and Bajaj have Maximum no. of respondents who Never prefer Hang out with Friends.

2%

2%

7%

8%

7%

2%

13%

18%

46%

43%

32%

33%

48%

46%

50%

64%

52%

27%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Honda

T.V.S

Bajaj

Hero Honda

Yamaha

Regularly Sometime Rarely Never

12%

3%

5%

18%

41%

37%

32%

30%

30%

38%

28%

36%

28%

22%

21%

23%

29%

37%

30%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Honda

T.V.S

Bajaj

Hero Honda

Yamaha

Regularly Sometimes Rarely Never

Long drive

Maximum no. of respondents of Bajaj, Hero Honda and Yamaha don’t prefer to go on Long Drive. Yamaha Have maximum no. of respondents in the comparison to others who prefer to go regularly on long drive.

3%

2%

2%

13%

23%

18%

19%

17%

12%

46%

55%

37%

30%

30%

31%

23%

42%

52%

45%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Honda

T.V.S

Bajaj

Hero Honda

Yamaha

Regularly Sometimes Rarely Never

Km ride per day

8%

2%

8%

5%

7%

23%

8%

14%

10%

8%

8%

10%

25%

28%

22%

33%

47%

22%

27%

25%

26%

30%

31%

30%

36%

0% 20% 40% 60% 80% 100%

Honda

T.V.S

Bajaj

Hero Honda

Yamaha

<10 Kms 10 - 20 Kms 20 - 30 Kms

30 - 40 Kms 40 - 50 Kms > 50 Kms

Bajaj Auto

In case of Bajaj Auto Customer Satisfaction, I found• Customers don’t have any problem regarding 1. Looks and style 2. Riding comfort 3. Resale value 4. Availability of Spare parts 5. Pick up

I found customers are concerned about 1. Cost of Maintenance 2. They are looking for more powerful bike , specially the customers of >=150 CC 3. Product cost (inmost of the cases customer ask for cheaper product. Customers are concerned about Engine Most of them said there Is a (Chain set problem)

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Yamaha

Incase of India Yamaha Motor (Customer Satisfaction Survey)I found

Most of the Customers are happy with the looks of the Product. Pride of ownership is much better in case of Yamaha.

Customers are happy with the pick up of Product and Top speed.

Points for Concern are1.Product Price (Most of the customer said price of the Product is higher)2.Cost of Maintenance (customer said this time it is free service but at service centre they bill enough by means of adding ingredients or some thing else)3.Spare parts and After sale service(these two points were common among the customers I targeted at Himgiri and Shiva Motor (East Delhi)Availability of spare parts take time.Service of Motorcycle also take enough timeHandling of Product is also not so good)

The Customers of Yamaha >= 150 CCAre looking for new models Most of them are waiting for 600 CC Product

Hero Honda

Incase of Hero Honda Customer Satisfaction survey(I found)Customers are happy with brand name(they simply say it is a product of Hero Honda)They are satisfied with Product price.Availability of spare parts and After sales service.

Customers of Hero Honda are concerned about Pick up ,

Customers of Hero Honda are concerned about Self Start (Problem I found in there product)Pick up ( Customers of >150 CC segment are also concerned)

Most of the Respondents of Hero Honda I could easily catch at Metro Stations

-0.25

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Honda

Incase of Customer satisfaction survey (Honda Motorcycles)

I found Customer who are using stunner and of young were concerned about Pick up. They were not satisfied with 125CCWhile in case of Customers of Shine and Unicorn most of the customers were satisfied they simply think about mileage issue.

Customers were enough satisfied with the service centers and dealerships.

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T.V.S

Incase of T.V.S. MotorsThe customers of Star City were most happiest customers among its other products.

Generally the customers of >= 150 CC Looking for high pick up and Top speed.

After sale service was fine in case of T.V.S Few customers complained about Engine oil

0

0.05

0.1

0.15

0.2

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Recommend This M/c to your friend

Recommend This Dealer to Purchase M/C

3%

5%

7%

2%

2%

2%

10%

26%

15%

22%

13%

22%

62%

68%

63%

73%

67%

10%

10%

8%

2%

10%

0% 20% 40% 60% 80% 100%

Honda

T.V.S

Bajaj

Hero Honda

Yamaha

No I won't May be not Can't say either Probably yes Definitely yes

8%

5%

7%

5%

2%

3%

10%

31%

38%

22%

13%

30%

59%

52%

64%

70%

63%

3%

5%

3%

2%

5%

0% 20% 40% 60% 80% 100%

Honda

T.V.S

Bajaj

Hero Honda

Yamaha

No I won't May be not Can't say either Probably yes Definitely yes

Maximum no. of respondents of all the brands say Probably they will recommend M/c to their friend. Among the respondents who say they will definitely recommend this M/c to their friend Yamaha also have good Presence.

Maximum no. of respondents of all the brands say Probably they will recommend this Dealer to their Friend . Among the respondents who say they will definitely recommend this dealer to their friend Yamaha also have good Presence and Least presence who deny.

Preference to next Vehicle

Most of the customers of Yamaha and Honda want to purchase Motorcycle again .While in case of Bajaj and Hero Honda customers want to purchase 4 wheeler92%

90%

81%

88%

95%

3%

8%

7%

19%

10%

5%

2%

0% 20% 40% 60% 80% 100%

Honda

T.V.S

Bajaj

Hero Honda

Yamaha

Motorcycle Scooter Electric 2 wheeler 4 Wheeler Can't say

Suggestions

(1) We should increase the awareness of our product by increasing Frequency of Advertisements and Dealers Activity.

(2) More Innovative ( I mean to say Hero Honda Launched 100 cc Segment Product in 1985. In 150 CC Segment Hero Honda entered in 1991, Bajaj read the message and Launched Pulsar in 1995. Our entry in this segment was late.

so we need to be more innovative so that we could not miss potential buyers.

(3) After sale service is need to improved.

(4) Customer are also concerned about Product Price, so we should also think about price of our product.

(5) Our customers in > =150 CC segment are waiting for new models we should launch new models as early as possible.25% customers of the >=150 CC segment are waiting for 180 CC and 600 CC Model of Yamaha.

Thanking You