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LEAD MOTORS c

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The Britannica Encyclopedia describes a motorcycle as a bicycle or tricycle propelled by an
internal-combustion engine (or, less often, by an electric engine). The automobile was the reply
to the 19th-century dream of self-propelling the horse-drawn carriage. Similarly, the invention of
the motorcycle created the self-propelled bicycle. The popularity of the vehicle grew, especially
after 1910. During World War I the motorcycle was used by all branches of the armed forces in
Europe, principally for dispatching. After the war it enjoyed a sport vogue until the Great
Depression began in 1929. After World War II a revival of interest in motorcycles lasted into the
late 20th century, with the vehicle being used for high speed touring and sport competitions.
Most of the development during this earliest of eras concentrated on three and four-wheeled
designs, since it was complex enough to get the machines running without having to worry about
them falling over. The next really notable two-wheeler was the Millet of 1892. The Indian
automobile segment can be divided into several segments viz. two-wheelers (motorcycles,
geared and ungeared scooters and mopeds), three wheelers, commercial vehicles (light, medium
and heavy), passenger cars, utility vehicles (UVs) and tractors. The Indian automobile sector can
be divided into several segments: 2 & 3 wheelers, passenger cars, commercial vehicles (Heavy
CVs/ Medium CVs/Light CVs), utility vehicles (UVs) and tractors. The per capita income in the
country growing at a fair pace, growth prospects of thecIndian auto mobile industry appear to be
quite encouraging. The population is moving towards the middle class or upper middle class this
is resulting in the higher disposable income. The report has been drawn up with the objective of
identifying and analyzing the key factors and attributes, which influence consumers while
deciding to visit a auto mobile. The study starts with a brief insight into the evolution of the
Indian auto mobile industry, the auto mobile industry and the present structure. As mentioned
earlier the study is on Consumers perception towards shoppers stop, which includes the attributes
that influence the consumers the most and the mall that they prefer to visit the
c
 the
most. The methodology adopted for this study was conducted by interviewing 100 respondents
through a questionnaire. The respondents were asked a series of questions through which, an
analysis has been made on the key factors and attributes that influence and drive the consumer¶s
perception towards two wheeler in their decision process

VIVEKANANDA DEGREE COLLEGEcc
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Marketi g i t e process of planning and executing t e conception,

pricing, promotion and distri ution of goods, services and ideas to create exchanges
with target groups that satisfy customer and organi ational objectives.

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According to Philip Kotler ³Marketing is a social and managerial
process by which individuals and groups obtain what they need and want through
creating ,offering and exchanging products of value with others´

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The product may be a good, services, a good plus services or just an
idea .A product is all Things offered a market. Those things includes physical object,
design, brand, package, label, prices, services amenities and satisfaction not only
from physical products and services offered but also from ideas ,personalities and
organi ation .In short a product is a sum total of physical ,economics ,social,
psychological benefits.
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The product concept holds that consumer will favors those products
that offer the most quality, performance or innovative feature. Managers in this
product oriented organi ation focus on making superior products and improving them.c
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The selling concept holds that consumer if left alone will or ordinary
not buy enough of the organi ation products. The organi ation products .The
organi ation must therefore undertake an aggressive selling and promotion effort.

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The marketing concept holds that the key to achieving organi ational
goals consist of determining the needs and key to achieving organi ational goals
consists of determining the needs and wants of target markets and delivering the
desired good and services more effectively and efficiently than competitors
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The fact that people have needs and wants and can place value on
products does not define marketing. Marketing emerges when people decide to satisfy
needs and wants through exchange. Exchange is the act of obtaining a desired product
from someone by offering something in return. Exchange to take place given
condition must be satisfied.

1 There are at least two parties.

2. Each party has something that might be of value to the other party.
3. Each party is capable of communication and delivery.
4. Each party is capable of communication and delivery.


 
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5. Each party believes, it is appropriate or desirable to deal with other party.

The concept of exchange leads to the concept of a market .A market

consist of all potential customers sharing a particular need as want who might be
willing and able to engage in exchange to satisfy that need or want.
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cA human need is a state of felt deprivation of some basis satisfaction,
people require food clothing, shelter, safety few other for survival .These are not
created by their society or by marketers .They exists in the very Texture of human
biology and the human condition. Demands and wants for specific products are
backed by an ability and willingness to buy them. Wants become demands when
supports by purchasing power .A market are then composed of people with money
wanting goods and services.
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1.c Ability to buy
2.c Willingness to buy it is influenced by environmental factors as well as
marketing of the industry.

The marketing success depends, on the ability to forecast strength and

character of demand as it is the basis for allocation of resources in business. There are
three variable factors of markets demand.

1.c Demographic variable (population pattern) to ascertain si e of demand.

2.c Effective demand (purchasing power) to ascertain potential demand.
3.c Life style pattern reflecting purchasing propensity and indicating Customer
behavior

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Consumer behavior refers to all psychological, social and physical
behavior of all potential behavior of all potential consumers as they become aware of,
evaluate, purchase, consume and tell others about products and services. The study of
consumer behavior is the study of how individuals make decisions to spend their
available resources (time, money, effort) or consumption related items.

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The following diagram shows a simplified model of consumers
purchase decision making process

Problem
recogniti Evaluation Post
Informatio Buying
on of purchase
n seeking decision
marketing evaluation

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Problem recognition in fact is the beginning of the buying process. It is

a matter of perception .The buying process begins with the buyer recogni ing a
product as need .The need may be triggered by internal to xternal stimuli. The
intensity of the need will indicate the speed with which the buyer will try to fulfill the
want. The marketers must identify the stimuli. Problem recognition is generally a
slow process, but can occur fast when purchases are made impulsively.
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èc  
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This follows the problem recognition stage.

Need can be satisfied promptly when the desired products are not only known
but also easily available. When the consumer is not sure of the brand and type of the
product which can offer best satisfaction, how and where it can be4 secured, he will
have to search for relevant information. Consumer can get information from any
sources like family, friends, reference groups, etc, Marketers provides information to
salesman and advertisement dealers. As a result of gathering information the
consumer increase his awareness of the available brand and their types. The marketer
should identify consumer sauce of the information and the importance of each source
as it is critical in preparing effective communication to target customers.
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When, the consumer seeks information about the various brands of
products. He evaluates the alternatives products and plans to satisfy his need. The
following are taken into consideration in the process of evaluation

a.c Product attributes i.e. features of a product

b.c Brand Image
c.c Utility function ±quantity distinctiveness and price

Promotion specially advertising provides information to the consumers

enabling him to evaluate the different alternatives

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In the evaluation stage the consumer ranks the brand set and forms
purchase intensions. Normally the consumers will buy the most preferred brand but
two factors can affect the purchase intension to buy. The first is positive attitude and
second is the anticipated attitude. The anticipated attitude will make the consumer to
drop the idea of purchasing the product or postpone the purchase or settle with the
cheaper alternative. The positive attitude will induce the customer to buy the product
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If a consumer experiences the difference between the expected
satisfaction and actual satisfaction it results in dissatisfaction. A stained consumer is
more likely to purchase the product again and again, but a dissatisfied consumer may
retain the product and the ask for replacement, or take legal action, claim
compensation or stop buying that brand. Marketers should take all possible steps to
reduce the post purchase dissatisfaction by analyzing the factors leading to
dissatisfaction. The marketers must know how to handle dissatisfied consumers by
intimating suggestion for improvement, giving list of addresses to enable the
consumer to get to know about the products or issue booklets for instruction of the
products. Thus the marketer¶s job is to understand the buyer¶s behavior and develop
an effective marketing plan.
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1.c Reutilized response behavior (RRB)

2.c limited problem solving behavior (LPS)

3.c extended problem solving (EPS)

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RR occurs where there is low product involvement the consumer

knows the brands available and criteria of choice and the stakes are not so high in
terms of price, e.g.: brand, soft drinks, soaps, etc. here the customer expects a
consistent quality in the products. New customers are drawn by sales products. New
customers are drawn by sales promotion and product improvements.
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ccc

Limited problem solving it occurs when the consumer known the

brands available, but still needs additional information to make a correct choice,
especially, when a new or unfamiliar brand confronts him. Limited problem solving
is used when products are occasionally purchased or used when information is needed
about an unfamiliar product in a familiar product category. The promotion here
should explain complete features of the new brand, and built up consumer¶s
confidence to facilitate the purchase decision


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Extended problem solving it occurs when a new products category

comes on the scene. here extensive information is new needed on the product and
category and the brand being made available .This concept is most applicable to new
products ,may be new to consumer .For a tribal ,even purchase of tooth paste may
involve .Extended problem solving ,whereas for us it is just routines behaviors.

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³Perception can be defined as the process of selection ,organization

and interpretation of stimuli into a meaningful and coherent picture of the world ³.It
is process by which an individual selects organization and interprets information to
create a meaningful pictures of what he has heard or seen .The same stimulus can act


 
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in different forms on two individuals, as they have different perception .Marketers

have to create an understanding impression about their message ,as it may go
unnoticed by the prospective consumer. Quite often a consumer may interpret the
information to likes and usually a person retains little of what he learned in that
information.

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Broadly speaking ,an marketing system exists primarily for the purpose ofsatisfying
the needs wants of the consumer .This holds true for every type of marketing system
,be it a developing economy or a developed economy ,consumer have complete
freedom of choice in the selection of goods. Therefore it would appear that those
producers whose goods most nearly conform to the ways of the consumer will be
favored by the consumer and an edge over their competitors. Consumer is a
complex entity .Consumers wants are never ending Consumer behavior research
studies are gaining important today. The consumer research studies are gaining
importance today. The consumer behaviors behavior process is being studied from
various angles comprising of psychology, sociology, socio-psychology, cultural
anthropology and economics .this is to gain a better understanding as to why
consumer accepts or rejects the products services .this is going to be a continuous
process.

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The title of the study is ³c  "c c c 
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The Kinetic Engineering Limited has planned for a massive restructuring of
Advertising and Promotional Techniques to bite a better pie of ht e Automobile
Market and reduce the risk. Therefore, it has planned to do a series of promotional
activities.-Monitor, observe, Participate & evaluate the effectiveness of Kinetic
Vehicles.

!'Ê %Êmc
The objective or aim of a research not only forms the target towards which the project
should proceed, but also forms a guiding path to the completion of the project.
The objectives for performing the study-
1.c To study the consumer perception Kinetic Honda in Bangalore City.
2.c To study how consumers perceive various aspects of Kinetic Honda.
3.c To study the performance satisfaction of the vehicle.
4.c To study the effectiveness of the after sales services.
5.c To study the consumer expectations on possible improvements to the bike.

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Due to constrain of time and resources a sample size of 100 current and potential
customers in Bangalore city were selected.

Sample unit size: 100

Sampling Procedure: Convenience RANDOM Sampling.

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Type of Research: Analytical Study
Methods used for Data Collection:
yc PRIMARY DATA: Questionnaire
yc SECONDARY DATA:
Nature of survey: Customer Feed ± Back Survey
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The collected data is usually analyzed with the help of statistical tools and techniques
such as averages, percentage, dispersion, Correlation, regression, multi ± variant
regression, Etc. Further wherever necessary to make the data presentable in a lucid
manner tables, diagrams, charts, can also be used. This is the duty of the researcher to
specify how the analyses and interpretation of the data of the topic under.
The data put together from the questionnaire put together in the form of tables and
tabulated data was analyzed.
Percentages were calculated for every table for the purpose of generalization. Data
analysis and interpretation was done on the primary data collected. Inferences were
drawn from the anaysis to attain the objectives of the study.
   
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In spite of the best efforts the study has certain limitations which are unavoidable.
Though this study was conducted with the aim of providing accurate information, the
research is subject is subject to practical constrains. A complete enumeration of the
population was not possible because the study was limited only to a selected number
of owners of the vehicle KINETIC HONDA in the city of Bangalore. Due to constrain
of time and resources an extensive research could not be undertaken. Therefore, the
sample size was restricted to 100. Analysis of data obtained from the questionnaire
was done on assumptions that honest and correct information had been given by the
respondents. Due to confidentiality of certain information not all the details could be
obtained from the company. The targeted customers might not be ni terested in filling
the provided questionnaire which constrains us from obtaining accurate information.
As this study was bases on convenience sampling it suffers from all the disadvantages
of such a sampling procedure. Despite limitation an honest and sincere effort has been
made to extract best possible information.

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The Indian automobile segment can be divided into several segments viz. two-
wheelers (motorcycles, geared and ungeared two wheelerrs and mopeds), three
wheelers, commercial vehicles (light, medium and heavy), passenger cars, utility
vehicles (UVs) and tractors. The Indian automobile sector can be divided into several
segments: 2 & 3 wheelers, passenger cars, commercial vehicles (HeavyCVs/ Medium
CVs/Light CVs), utility vehicles (UVs) and tractors.
Demand is linked to economic growth and rise in income levels. To highlight the co-
relation, while GNP per capita (gross national product) grew at a CAGR of 11%
between FY71-FY01, passenger car production increased by 9%. Per capita
penetration across all categories is among the lowest in the world (including other
developing economies like Pakistan in segments like cars).
The industry is highly capital intensive in nature. Though three-wheelers and tractors
have low barriers to entry in terms of technology, other segments are capital and
technology intensive. Costs involved in branding, distribution network and spare parts
availability increase entry barriers. With the Indian market moving towards
complying with global standards, capital expenditure will rise to attune to future
safety regulations.
The industry is highly fragmented in nature. In the last ten years, supply has
outstripped demand, as multinationals and domestic players have set up large-scale
manufacturing facilities to meet future needs. As a result, there is an absence of
pricing power with manufacturers. Competition is expected to increase further, as
global majors are planning to enter India either through direct investment or imports.
Automobile majors increase profitability by selling more units. As number of units
sold increases, average cost of selling incremental unit comes down when demand
recovers. This is because the industry has a high fixed cost component.

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India is the 2nd largest two wheeler manufacturer in the world
Second largest tractor manufacturer in the world
5th largest commercial manufacturer in the world
3rd largest car market in Asia, surpassing China in the process
Automobile Industry in India is still in its infancy but growing rapidly. The
opportunities in the automobile industry in India are attracting big names with the big
purse and they are investing vigorously in infrastructure, design and development, and
marketing. Automobile industry in India is today poised for the big leap.
Automobile industry Contributes 17% of the total indirect taxes collected by the
exchequer & is a driver of product and process technologies, and has become a
excellent manufacturing base for global players, because of its
high machine tool capabilities
Extremely capable component industry
Most of the raw material locally produced
Low cost manufacturing base
Highly skilled manpower
Special capability in supplying large volumes


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KEY PLAYERS 402c
INVESTMENT US$ è BILLION
OUTPUT US $ X BILLION
EXPORTS US $ X* MILLION
EMPLOYMENT è#+,+++cPERSONS

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It is one of India's top ten companies in terms of market capitalization and among the
top five in terms of annual turnover.
Established in 1945, it was incorporated as a trading company. From 1948 till 1959, it
imported two wheelerrs and three wheelers from Italy and sold them in India. It then

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obtained a production license in 1959 and struck a technical collaboration with

Piaggio of Italy in 1960.
From 1961 when the annual production was about 4000 units, today the Company has
become a market leader with annual production in excess of 1.35 million units and
with product offerings in all segments (mopeds & two wheelerrettes, two wheelerrs,
motorcycles, three wheelers).

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TVS, a leading two wheeler company began with the vision of the founder of the
Sundaram Clayton Group, the late T.S. Srinivasan - 'to design, develop and produce
an affordable moped for the Indian family.' This vision was realized in 1980 when
TVS 50, India's first two-seater moped rolled out of the factory at Hosur in Tamil
Nadu, Southern India.
And today, TVS continues to keep one step ahead of its time by creating India's first 5
speed, 140 cc motorcycle - The Shaolin. The TVS Scooty, a 60 cc Two wheelerrette,
is yet another example of the company pioneering a new category and emerging as
market leaders in it. As for other wins, 'Team TVS' has conquered every major race
and rally in the country from the road to the racetrack, with each of the TVS two
wheelerr being a winner. And each time the 'Team TVS' has won on the track or off it,
our customers have secured a better product for their personal transportation.

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Hero, a name synonymous with two wheelers in India, began its journey around four
decades ago. Starting as a manufacturer of bicycle components, Hero has today grown
into a multi-unit, multi-product, geographically diversified group of companies. Like
every success story, Hero's saga contains an element of spirit and enterprise; of
achievement through grit and determination, coupled with vision and meticulous
planning.
The search for excellence led to the creation of several companies by the Hero Group.
Companies that maintained the ethos of perfect quality, which helped the Group attain
its global stature and self-reliance in the entire manufacturing process. Keeping the
wheels of progress turning are the individual companies of the Hero Group. Each an
independent profit center. Each a success story in its own right. Besides this, the Hero

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Group has also helped promote more than 300 ancillaries which meet the needs of
smaller components, and more than 3,500 dealer outlets, each with its complement of
trained mechanics and workers.

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Hero Honda has a reputation of being the most fuel-efficient and the largest selling
Indian motorcycle. Its commitment of providing the customer with excellence is self-
evident. A rich background of producing high value products at a reasonable price led
the world's largest manufacturer of motorcycles to collaborate with the world's largest
bicycle manufacturer.
It was this affinity in working cultures of Honda Motor Company of Japan and the
Hero Group that resulted in the setting up of Hero Honda Motors Ltd. A relationship
so harmonious that Hero Honda has managed to achieve indigenisation of over 95
percent, a Honda record worldwide.
Over the years, the Company has received its share of accolades, including the
National Productivity Council's Award ( 1990-91), and the Economic Times -
Harvard Business School Association of India Award, against 200 contenders.

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c
Kinetic Engineering Ltd., founded in the year 1970, is the leading manufacturer and
exporter of 2-wheelers. Born from the vision of the late Shri H. K. Firodia, Kinetic
Engineering Ltd., have engineered heart-winning products for over two decades.
KEL manufactures a wide range of Mopeds, Two wheelerrs and Motorcycles that are
very popular in the country and are well recognised for their fuel economy, quality
and reliability.
KEL has 3 manufacturing plants at Ahmednagar ( for t wo whee lerret t es a nd
mopeds) , Pitampur( for t wo whee lerrs) (Indore) and Goregaon (for
mot orc yc le s a nd st ep-t hrus), with the capacity to manufacture 4 lakh vehicles
per year. Their well endowed technologically advanced manufacturings set up have
enabled them to reach high quality standards. The company also exports these
vehicles to countries like USA, Canada, Sweden, Latin America, Denmark and the
Middle-East.

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The company has always been conscio us of quality and customer oriented production.
A strong service network set up across India backs Kinetic Engineering Ltd. Kinetic
Engineering are also the promoters of Kinetic Honda Motor Ltd., a joint venture with
the internationally known Honda Motor Company of Japan. The Kinetic Honda ±
100cc bike is a very popular choice among two wheeler motorists in the country
Kinetic Engineering Limited, the flagship company of the Kinetic Group comprises of
Kinetic Engineering Limited, Kinetic Motor Company Ltd., Kinetic Communications
Ltd., Kinetic Transportation Ltd., Jaihind Sciaky Ltd., Kinetic Fincap Ltd. and Kinetic
Lease and Finance Ltd. - the two finance companies of the Group. Kinetic
Engineering Limited is also associated with Bajaj Tempo Ltd., a part of the Firodia
enterprises, which manufactures light commercial vehicles, jeeps and tractors.
Kinetic is synonymous with innovation and pioneering capabilities. It is the company,
which brought the first moped, the Luna, to India in 1972. Luna is now generic to
mopeds. Kinetic has also been the pioneer in bringing moderntwo wheelerrs to India
in the form of the Kinetic ZX, DX, and Marvel, under the erstwhile Kinetic Honda
Motor Company Limited. Recently, the group wrote history by being the first Indian
JV partner to buy out the foreign majority shareholder, especially of a multinational
giant like Honda. The company now joins the Kinetic fold as Kinetic Motor Company
Ltd. The new scenario is very bright for KMCL. It is a win - win situation for both
parties concerned. Honda is committed to providing technical assistance to post- JV
KMCL, including parts supplies, exchange of technicians, exports under the Honda
brand name and exclusive rights for the manufacture and sale of the erstwhile KHML
products namely, the DX / ZX and Marvel two wheelerrs. Thus Kinetic is now
gearing itself to meet the challenges of the millennium. Kinetic's brand equity has
been strengthened by the success of SAFARI V2, a 60cc bike. The bike was
developed keeping in mind the needs of the customers who wanted a load carrier and
a rugged machine to tackle the rough terrain of Southern India. The vehicle's rugged
chassis allows it to travel with ease over long distances with heavy loads, with the
least amount of maintenance issues. K4-100 has been acclaimed as "India's most fuel
efficient bike", by auto critics. Kinetics' future plans include the introduction of a
range of 4 stroke motor cycles for the rural and urban segments in the next 2 years.
With Kinetic having indigenized the 4-stroke technology, its vehicles would boast of
a price advantage among other benefits, which will be offered to the customers.

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Kinetics' product extension strategy is supported by three core strategic factors: First
Kinetic has been awarded ISO 9001 certification in recognition of its stringent quality
control. This covers all the functions from manufacturing to customer service.
Secondly, the company has a strong dealer network of over 450 dealers and service
points. This network ensures Kinetics' presence even in remote regions and its
endeavor towards customer service.

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Strive continuously to assure you of highest standard of service

Strive to attain international standards to become globally competitive.
Acknowledge all correspondence from you within a reasonable time of its receipt
Adhere to the delivery schedules committed by us to you
Always maintain the highest ethical standards in all our endeavors, business and
economic activities
Always strive to achieve economy in all our products and services without
compromising the quality standards
Always remain competitive through continuous improvement in our technology
Always be honest and transparent and would like to be seen as honest.
Implement all the policies and directives of Central Vigilance Commission.
Corporate Objectives & Goals
To encourage the modernization of Indian Industry through the supply of engineering
goods and automotives as well as services of world class excellence
To maintain technological leadership through continuous efforts to update product
technology and manufacturing methods
To globalize our operations by developing a mix of international markets and
businesses
To ensure a satisfactory return on capital employed, to meet the growth needs and the
aspirations of our stakeholders
To present an active, pleasant and productive working environment.

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Kinetic-hondadx Kinetic GF 170 Laser

Kinetic Two wheelerr

Kinetic Engineering is the flagship company of the Kinetic Group

of companies. Kinetic has become synonymous with pioneering
activities of the Indian automobile industry. It pioneered the
concept personalized transportation in India with the launch of
Kinetic Luna in 1972. Kinetic Engineering was incorporated in
1970 for the purpose of manufacturing of two wheelers by Jayhind
Industries. Then through various collaborations with foreign
companies, Kinetic Engineering has grown. Kinetic group entered
into collaboration with Honda Motor Company, Japan to set up
Kinetic Honda Motor Company Limited in 1984. In 1998, Kinetic
acquired major stakes in the Kinetic Honda Motor Ltd. and in 1999
it was rechristened as Kinetic Motor Co. Ltd. KMC has three
manufacturing units. They are located at Koregaon Bhima,
Maharashtra, Ahmednagar, Maharashtra and Pithampura, Madhya
Pradesh.

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Various Models Of Kinetic

Kinetic Aquila
Available Models

‡ Aquila 2503

Kinetic Comet
Available Models

‡ Comet 250

Kinetic Velocity
Available Models

‡ Velocity 115

Kinetic Honda is the name given to a gearless automatic

 c c, made
in  by the  c  c 
", whilst they were in partnership with the
Japanese company $. They were sold from 1985 to 1998²at point which the
partnership was terminated²and are still in common usage all over India. They
use  "cc 
 and have an air-cooled engine.
The two wheelerrs are based on the $c
$c.
A  "c c 
 is a 
 which can change
steplessly through an infinite number of effective c  between maximum and
minimum values. This contrasts with other mechanical transmissions that only allow a
few different distinct gear ratios to be selected. The flexibility of a CVT allows the
driving shaft to maintain a constant angular velocity over a range of output velocities.
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This can provide better c 

" than other transmissions by enabling
the  to run at its most efficient RPM for a range of vehicle speeds.
Alternatively it can be used to maximize the performance of a vehicle by allowing the
engine to turn at the RPM at which it produces peak power. This is typically higher
than the RPM that achieves peak efficiency.
Original versions
1984: Kinetic DX (98cc, 2-stroke, single mirror, black plastic finish)
1984: Kinetic EX (98cc, 2-stroke, single mirror, black plastic finish, no
indicators(replaced by black blocks), limited colour versions)
1994: Kinetic ZX (98cc, 2-stroke, double mirror, wind shield, more graphical stickers,
grey plastic finish)
Later versions
2000: Kinetic Honda (110cc,2-Stroke)
2001: Kinetic ZX Zoom (110cc, 2-stroke. Otherwise as the ZX)
2005:cKinetic 4s (113.5cc, 4-stroke)
cc
The Kinetic Honda holds three World Records:
1989: Travelling to highest motorable road-Khardungla
1990: Day & night non-stop riding for 1001 hours+
1991/92: Crossing of Sahara Desert with a fuel consumption same as a small car

Ê(c Êm
Êmc
c$Êc$ m(cc
Ê cc

1964 Foundry and Plant of Jay hind Industries set up.
1970 Kinetic Engineering Ltd, incorporated for the purpose of
Manufacturing.
1974 Jayahind Sciaky, set up in collaboration with Sciaky
Intertechnique S.A. of Switzerland.
1980 Kinetic group joins hands with Twentieth Century Finance.co
Corp. And Integrated Finance Ltd., to float Joint Venture Finance
Companies to finance Kinetic 2 wheelers.
1981 ZF Steering Gear India Ltd. Launched. (Kinetic enters into
collaboration with Zahnradfabrik Friedchshafen A.G. of West
Germany).

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LEAD MOTORS c

1984 Kinetic Group enters into collaboration with Honda Motor

Company of Japan and a new company Kinetic Honda Motor LLtd. is born.
1996 Kinetic group takes over Integrated Kinetic Fincap Finance Ltd and
Ltd and the company is renamed as Kinetic Lease and Finance ltd.
1996 Kinetic collaborates with Hyundai Corporation of South Korea
form a new company - Kinetic Trans Products Ltd.
1997 Kinetic group take over Twentieth Century Kinetic Finance and the
and the company is now renamed as Kinetic Fincap Ltd.
1998 History is created as Kinetic acquires major stakes in Kinetic
Honda Motors Ltd.
1998 Kinetic Communications Limited set up in technology & license
license agreement with Daewoo Electronics Limited of South Korea, for
Korea, for manufacturing trading and marketing of Colour
Monitors for PC's.
1999 Kinetic Motor Company Ltd. is formally incorporated.
2000 Kinetic eBiz is launched.

)c
Êm :
1.c KINETIC ENGINEERING LIMITED,
2.c KINETIC MOTOR COMPANY LTD.
3.c KINETIC COMMUNICATIONS LTD.,
4.c KINETIC LEASE AND FINANCE LTD
5.c KINETIC TRANSPORTATION LTD.,
6.c JAI HIND SCIAKY LTD.,
7.c KINETIC FINCAP LTD. AND
8.c KINETIC MARKETING AND SERVICES

c
c
c
c
c

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LEAD MOTORS c


Ê cÊ

ÊÊ
c  Ê c

c
Kinetic Engineering Limited is part of the Kinetic group of companies, a leading
manufacturer of two wheelers in India.
Kinetic Engineering pioneered the concept of personalized transportation in India
with the launch of popular and affordable moped Luna in 1970. Since then the
company has expanded aggressively and now manufactures a wide range of vehicles
in the popular segments of motorcycles, mopeds and stepthrough.
KINETIC MOTOR COMPANY LIMITED
Kinetic Motor Company Limited is part of the Kinetic group of companies, a leading
manufacturer of two wheelers in India.
Kinetic Motor began in 1984 as a Joint Venture with Honda Motor of Japan, to
manufacture and market advanced two wheelerrs in India. The company soon became
renowned for having revolutionized the two wheelerr market with its introduction of a
modern two wheelerr featuring modern styling. variomatic gearless transmission, self
start and several other comfort and conveniece features. In 1998, the arrangement
with Honda Motor was realigned as a technical collaboration. With that, the company
became the first Indian company to buy out the controlling stake from its foreign
partner. After the realignment the company has posted major growth in sales and
profitability, introduced new models and made several key improvements in all
products.

Ê cÊ
c
cmÊ% Êmc
The two wheeler industry is growing at an impressive rate of 8-9 % every year with
growth rates varying across the different sub segments. The industry which at one
time consisted of only two wheelerrs and mopeds now comprises of a range of new
vehicles, all respectively classified under mopeds, two wheelerrettes, two wheelerrs,
step thru two wheelerr and motorcycles. With a whole new gamut of models available
in this high growth industry, it has become all the more difficult for a customer to
select and finalize a vehicle which is as per his needs and expectations and is, at the
same time, affordable to his pocket. To cater to the demands of these customers in this
highly cluttered and competitive industry, Kinetic has taken the bold initiative of
launching a new company, set to revolutionize the way automobiles are sold in India!

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Kinetic Marketing & Services Pvt. Ltd has been incorporated to sell Kinetic two
wheelers directly to the end user. Servicing will be provided by Kinetic's Authorized
Sales & Service Centers. With this new Direct Sales Channel, Kinetic intends to
capitalize on its full range of vehicles and make the task of choosing and selecting a
suitable vehicle much easier. With this new distribution channel in place, a customer
will get the comfort of choosing a vehicle, sitting at home or office, without having to
go through the hassle of visiting different showrooms. Under the new system, the
fully trained sales force will directly approach the customer at his place of work or
home, explain the product features, benefits and advantages in detail, offer test rides
so that the customer can have firsthand experience & feel about the vehicle and offer
suitable house finance schemes.

$ Ê%ÊÊ
mc
Kinetic has achieved what nobody else has before! And that too twice- so when you
ride a kinetic, you ride a Guinness World Record holder!!
 )
c mmc &c $Êc $ $Êmc !Êc  c
c $Êc
 c
Kinet ic t wo whee lerr has set it s mark w here no ot her t wo whee ler ha s
done so. It has re ac hed t he highe st motorable road in t he wor ld - t he
Kardungla Pa ss (near Le h).

Êm c )


&c ++c $)mc c

))mc )


c
Kinet ic t wo whee lerr ha s ac hie ved t he fe a t of 1001 hours of cont inuous
e ndura nce running. T he ear lier re cord was for 500 hours he ld by a
Ya ma ha mot orc yc le.
m $ c c 
() c&c
c -*.c Êmc 
(/c
Kinet ic K4, t he 4 st roke motorcyc le, succ essfully co mplet ed a dist a nc e
of 3591 kms fro m Kashm ir t o Ka nya kumar i in just 38.76 lit res o f
pet rol, recording a n on road mile age o f 92.6 km / lt r.
The ra lly w as co nduct ed by r ider s of t he Pune Garage Ow ner s
Assoc iat io n, a nd co mp let ed w it hin 13 da ys. It passe d t hrough rough
t errain a nd ra in, a nat ura l e ndura nc e t est , a nd w as acco mpa nie d by aut o
jour na list Mr. D ilip Ba m - an indepe nde nt obser ver a nd an
accredit at ion age nc y.

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LEAD MOTORS c


c c Êc 
mc Ê
c 0) ÊÊ
c
c/c

To de monst rat e t he e xc e lle nt e ngine er ing be hind t he ir de s ign, K inet ic
product s ha ve t w ic e acco mplished t he feat of suc ce ssfully ra c ing
aga inst t he popular t rain "D ecc a n Que e n" on t he Pune - Mumba i rout e.
Fla gged o ff fro m t he Pune St at ion in t he prese nce o f press jour na list s,
t he Polic e Co mmissio ner a nd t he e nt hus ia st ic a nd support ing public,
t hree Luna ve hic le s raced a ga inst t he D ecca n Quee n a nd in a record
fe at reaching Dadar st at ion at Mumba i 15 minut es a hea d of t he t ra in.

Ê cc $ÊÊÊmc mmc m$c ÊmÊc/c
In a n e ffort t o prove it s e ngineer ing, K inet ic t wo wheelerrs, in 1995,
passed t he e ndura nc e t est by cross ing t he Sahara De sert . Ridde n by t he
e mine nt aut o journa list a nd now t he edit or of t he popular aut o
ma gaz ine O verdr ive, it crossed t he complet e desert area a nd
succ essfully pro ved it s e ndura nc e a nd r uggedness under ver y host ile
c ir cumst a nc es.
 )mc
Kinetic makes and sells a complete range of two wheelers from mopeds, two
wheelerrs to motorcycles! We have a product to suit every need, preference and
pocket.
(Êmcc
1.c Kinetic King ± Double role bike
2.c Kinetic Aquila ± India¶s only real cruiser
3.c Kinetic GF Laser ± Premium, sporty motorcycle
4.c Kinetic GF 170 City ± high performance motorcycle
5.c Kinetic GF 125 ± 4valve, stylish motorcycle
6.c Kinetic Velocity ± Perfect urban commuter!
7.c Kinetic Challenger ± handsome, affordable commuter
8.c Kinetic Boss 115 ± Socho to bada socho!
9.c Kinet ic Boss EX ± Best va lue for mo ne y mo t orc yc le
c$ÊÊÊmcc c
1.c Kinetic Nova 135 ± Say AAHO!
2.c Kinetic Nova EX ± 4 stroke Two wheelerr of the Year
3.c KINETIC HONDA ± Revolution of two wheelerrs.

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LEAD MOTORS c

4.c Kinetic Zoom ± India¶s most loved two wheelerr

5.c Kinetic Blaze - CATCH ME IF YOU CAN
c$ÊÊÊÊÊmcc
1.c Zing 80 - Perfect two wheelerrette!
2.c Kinetic Zing ± youthmobile
3.c Zing Rockin¶ Series ± two wheelerrette with unique features like mobile
chargepoint, and more..
4.c Kinetic Style ± spacious, powerful two wheelerrette
mÊ$)$cc
K4 80 ± India¶s most fuel efficient two wheeler
Ê mcc
V2 Range ± Solid moped for load carrying
Luna Range ± simple, economical and efficient!

m ))Êc 
cm )cccccccccccccccccc

Ê Ê cÊ: An experienced and dedicated team supports our international

trade relations. Each marketing manager is experienced in International Trade and
customs, currency, practices, politics, economics and current happenings in respective
markets.
m
Êc 
c )
 
: A designated Marketing Professional
fully conversant with products & international operations to take care of each
importers requirements Strong trading companies wanting to venture newly in two-
wheelers business are welcome. We can offer related business know-how and
information.
$ 
c Ê Ê mÊ: As required, vehicles can be modified to suit
importing countries traffic and statutory regulations. This involves engine tuning to
comply exhaust emission, noise, braking and host of other requirements.

))
c 0) (: All models manufactured in-house with over 30
years of engineering and production expertise and highest quality standards.
Ê !Êc Ê %Ê(: Orders dispatched in 30 days ex-factory. Delivery
schedules are worked jointly to meet importers needs.
mÊ c m$c Ê %Ê Êm: Advance production against importers forward
requisition is undertaken in case of tight delivery schedules.

<==
 
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LEAD MOTORS c

ÊcmÊmcmÊ% Êcm):

1.c Special service tools supplied for each model
2.c Spare parts supplied with containers
3.c Adequate warranty support provided
4.c Product service training imparted at site

: Tailor-made packing of vehicles can be offered intended to save
custom duties.
 m m:
- Efficient and cost competitive logistic arrangements from world¶s top shipping
companies
- Logistic expertise by a professional in-house team

 
c m): Product Promotion Support available proportionate to

volumes.

mÊ% Êc)
 
mc

The service function and marketing function have close link between each other.
Once the product has been marketed it is followed by service.
The service function has the vital in the organization. If this department doesn't
function well, it would lead to dissatisfaction among the customers and ultimately
would lose their image in the market. The service department performs functions
such as taking feedback from the field i.e., through the dealers, customers, and local
mechanics.
It performs activities such as
1.c free service camps
2.c conducting emission check
3.c holding customer meet
4.c holding dealership meet
5.c holding service meet

c
c
c

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LEAD MOTORS c

Ê$ (c
Common Communication platforms planned:
 %Ê m
c
Print and broadcast advertisements are already being aired on the television screens
including all the major channels.
mÊmcc 
mc
Various interesting premium gifts or still in the processing with discussions between
the major dealers and the Company officials.
 Êcm$mc
The team also conducted various road shows in and around Bangalore hot spots
where it would attract lot of the target audience.
Êm

ÊcmÊ
c
Under the segment of the integrated marketing communication sales meeting were
arranged with various auto consultants and two wheeler mechanics. A well
understood pictures about the features of the vehicles were told to them. So that they
can tell to their customers.
Steps Formulated In Developing Effective Communication By The Company:
mÊccc Ê
 (cÊc) Ê
Êc
The target customers were divided basically on the basis of age, sex and life style.
Here the target customers does not mean only the end users.. But also the people who
are actively involved in the purchase decision making process.
TÊÊ
Êm
This group consists of the young gogetters with the age group between 18
And 22 . This group was primarily targeted because they are the people in their helms
at their college, Kinetic vehicles doesn¶t only support their pockets but also their life
styles.

 Êmcc$)mÊc %Êmc1c
c

This group was chosen because Kinetic vehicles exactly fit in the category of a light
weight super pickup vehicle which can be very easily handled. This also has the
advantage of large storage space below the seat and a large leg space to suit their form
of dressing.

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LEAD MOTORS c

Ê
m1 (c
This group was chosen because the parents are the main factors who play a big roll in
the ultimate decision making to buy any product in a family. Therefore if they are
convinced then it would be a good sale through in terms of generation of a good
number of sale enquiries.

mÊcècc ÊÊ
Êc!'Ê %Êc

The various important objectives to be achieved are discussed here and the work
schedule is planned accordingly with main objective. Taking the product¶s Awareness
level to the maximum possible extent coupled with sale if possible.

mÊc c Êm 
cÊmmÊc
This is a very interesting stage. Here is what you decide, how do you tell the message
or how you would communicate with audience. The message was formulated in
accordance with the Kinetic¶s image as of the best quality for a best buyer. The
message basically had to identify the vehicle¶s friendly look affordable price and the
mileage.
mÊcXcccmÊÊc$

Êmc
Selecting the channel was a difficult task because of the diversity of options for better
creation, the channels to be used were divided into broadcasting media (TV and radio)
and print Media which consists of News papers, Magazines, bill boards, direct mail
etc., There were advertisements going on in the TV channels along with certain ads in
leading news papers and magazines.
c
mÊc#cÊm! m$c!) Êc
The total amount of money that will be spent on the promotional mix will depend on
the promotional strategies that have been formulated. The amount allotted to each
event will depend on the relative importance due to factors like the consumer
characteristics of different target audience. Here an Objective task approach model of
allocating budget shall be used.

c
c

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LEAD MOTORS c

mÊc.cc Ê Êc
cÊ c 2c

A healthy mix of ads on TV, news papers, Magazines, personal interaction with
customers, brief ups for the interested inside the showroom and many more such
things had been done.

mÊc*ccÊm)ÊcÊm)mc
The results were analysed in accordance with the number of enquiry calls generated at
the dealers. There would be a distinction between the enquiry calls as hot calls and
cold calls. Hot calls were those calls made by the customers which can be turned
towards a probable sale.

 
c %  Êmc Ê c):

BRAND VISIBILITY PROMOS
This part of the work which is the main thing had to be executed very properly with at
most precision. Here what we actually tried to do was, we wanted people/customers to
know about Kinetic vehicles. It was all sort of giving some prior information about
the products. This created a little degree of pre-promo curiosity among the customers.
Here we had two plans.

3cccccm
ccmÊm1m ÊmccmÊ c 
mc

We had selected few hangouts of the young people where they would spend a
sufficient amount of time in the day. The places were like cool joints, dose camps,
riche rich stops, coffee bars, internet parlors etc, near all the prominent colleges and
residential areas. Here we pasted the posters so that it was necessary for us that our
audience had to know something about our products. This helped us further when we
went there with the vehicles, everybody was curious to know about the Kinetic
vehicles.
c
!

c
Êc
Ê c%Ê$ Êmc
c$Êc mc
This activity was very much of fun, here we were supposed to move around
the city in the new models of Kinetic vehicles on the way stop at strategic youth
hangout points like local pan stalls, tea shops, coffee bars, ice cream parlors, cyber
centers etc, thus creating much more hype about the product.

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LEAD MOTORS c

ÊÊ
c$Êc)c
m)
mc
ccÊ$
mc

This activity would be a part of our building the foundation strategy. In this segment
of our activity planner we met the local mechanics and local auto consultants (two
wheelers) who are in the business of selling second hand/used vehicles, this activity is
of high importance¶s because if we try and convince them, then in turn would
advocate the same to their clients, thus it would be a true marketing done. There were
also meetings done the two wheeler mechanics, this was done because local
mechanics influence the purchase decision of a two wheeler, when anybody wants to
purchase a new vehicle they will consult the mechanics and ask their view about the
vehicle they go in for the purchase only after getting a favorable feedback from the
mechanic. This activity was carried out for a period of two-three days covering all the
major parts of Bangalore.
c

c$)mÊ1ÊÊ,c)mc %  Êm
In this segment we visited some of the well known colleges in Bangalore, where we
met with the concerned college authorities and pasted the posters and within the
college campus at strategic points like canteen, kiosk, sports room, parking zone etc.
There was much anxiety about the new Kinetic vehicle models in the students. This
helped us in our further activities because the students who form a major part of our
target audience had information/awareness about new Kinetic models.

Êmc Êmc
This segment of our promotional plan was the most interesting one among the whole
process. Here we approached prominent colleges in our zone and conducted test rides
for the young enthusiastic college goers. One of the interesting finding here was that
more than the male population it was the female population who were most
inquisitive.

c
c
c
c

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LEAD MOTORS c

Ê2$ ! mc
In this activity we had a very tough job on our hands. We had to interact with all of
the target audience of our promotional campaign. Here we went to all the family
visiting places like Big Bazaar, Forum, Garuda Mall, Shopping centers, restaurants
and Cinema theaters etc, and exhibited the vehicles we had to answer a lot of
questions regarding the vehicle model style, quantity, pick up.
ÊÊ
cmÊ %Êc)mÊmc
c$Ê ccÊmc
Here we went to the work places of our prospective customers and explained them
regarding new Kinetic mopeds, its attractive features, and loan schemes available. We
used to get their response regarding newly launched Kinetic vehicles and their
chances of buying.

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LEAD MOTORS c

c
c
(m mc
c
ÊÊ 
c
c
!ÊcXcm$
c$ÊcÊc)cc$ÊcÊm
Ê
mc

c
c c c  c4c53c

18-25 Yrs 34 34 %
25-35 Yrs 38 38 %
35-45 Yrs 17 17 %
45 and above 11 11 %
c

(m mcc
From the above table it can be concluded that 34% of the customers are between the
ages of 18 to 25 yrs where as 38% are between the age of 25 to 35yrs.
19% of the respondents are between the age of 35 to 45 yrs whereas only 11% of the
respondents are 45 yrs and above.
$cXcm$
c$ÊcÊc)cc$ÊcÊm
Ê
mcc
c

V
 
 






r
r

r 

r

 

ÊÊ
Êc
c
The majority of the respondents are between the age of 25-35 years of their age, the
reason being this bike is meant for youngsters because of its stylish looks andits easy
control. People above the age of 45 generally do not prefer two wheelerr instead they
go for travelling in four wheelers.
c
c
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LEAD MOTORS c

!ÊcXècm$
c$Êc) 
cc$Êc)mÊccc

ccccccccccccccccccccc c
Ê c6c$
c
c
 c
c c c  c4c53c c
Student 48 48 % c
Working Professional 20 20 % c
Government Officer 23 23 % c
Business 9 9% c

(m mc

From the above table we analyze that 48% of the respondents who uses Kinetic brand
are Students whereas 23% are Government officers. We notice that 20% are working
Professionals and only 9% who uses the product are from the business sector.c
c
$ccXèccm$
c$Êc) 
cc$Êc)mÊccc
cccccccccccccccccccccc 
Ê c6c$
c

V
 
 


 

r


 



 

 

!"

c
c

ÊÊ
Êc
We infer that most of the students prefer this bike because of its low maintenance
cost, good mileage, speed, comfort, as well as its stylish look. Government officers
also mostly prefer this product because of its low maintenance cost. Whereas people
doing business prefer this product the least because of the snobbish effect and status
symbol.

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LEAD MOTORS c

!Êc c X c !Êc m$
c $Êc Êm
Ê
mc Ê
Êmmc  c

$Êcc
Ê c&c$
c

 c
c c c  c4c53c

Yes 76 76 %

No 24 24 %

c

(m mc

From the above table we analyze that 76% of the respondents are aware of the new
Kinetic HONDA launches whereas 24% are not aware.

$c c X c !Êc m$
c c $Êc Êm
Ê
mc Êc

Ê
ÊÊmcc$Êcc
Ê c&c$
c
c

V
 
 





#

Õ

c

ÊÊ
Êc

Majority of the respondents knew about the new launches of the product, because of
its heavy advertisements, popularity of the product, word of mouth. People who are
not aware about its new launches also exist.

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LEAD MOTORS c

!Êc XXc m$
c $Êc c Êm
Ê
mc c m m 
c mc Êc
$ÊccÊ0) ÊÊ
mccccc$ÊÊÊ

 c
c c c  c4c53c

Yes 87 87 %

No 13 13 %


(m m&cc
c
From the above table we analyze that 87% of the majority are satisfied with our
product. 13% on the contrary are not satisfied.
c
$c XXc m$
c $Êc c Êm
Ê
mc c m m 
cc mc Êc
$ÊccÊ0) ÊÊ
mccccc$ÊÊÊ

V
 
 


Rr


#S

Õ

c

ÊÊ
Êc
cc
The inference was that the majority of the respondents feel that the vehicle does
satisfies its expected requirements because of its self start facility as well as sizzling
and stylish looks when compared to other two wheelerrs.
c

PQQ
 
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LEAD MOTORS c

!ÊccX#cm$
c$ÊccÊm
Ê
mccm m 
c!mÊ c
c

$ÊcÊ)Êmcc
Ê c6c$
cc$ÊÊÊ

m  c 4c
 c
 c m  c
 cm  c
53c m  453c

c)c 78 22 78 22

c 89 11 89 11

Ê"c c 86 14 86 14

  c
79 21 79 21
c

c 92 8 92 8

c

(m mccc
c
From the above table we analyze, as follows for the different specifications:

c): 78% of the respondents are satisfied with the pickup of the vehicle
whereas 22% are unsatisfied on the contrary.c89% of the respondents
are satisfied with the price of the vehicle whereas 11% are unsatisfied with
the price of the vehicle.Ê"c  86% of the respondents are satisfied with
the easy riding feature of the vehicle whereas 14 % were not satisfied about
the same feature.  c c79% of the respondents are satisfied with
the aesthetic looks of the vehicle whereas 21% are not satisfied and expect
better looks.c92% of the respondents were completely satisfied with
the mileage factor of the vehicle whereas 8% were not satisfied with the
mileage of the two wheelerr.
c
c
c
c

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LEAD MOTORS c

$ccX#cm$
c$ÊccÊm
Ê
mccm m 
c!mÊ c
c

$ÊcÊ)Êmcc
Ê c6c$
cc$ÊÊÊ
c
c
c

Z
Y X


X 
X




r  [
 ZZ [
X
Z

"$% 
" &'(
 )*" ,
+

\-. 
/ #\-. 
/

 c

Majority of the respondents were satisfied with the product because of its pick up,
price, easy drive, aesthetic looks, and mileage. The scooty is designed in such a way
especially keeping these factors in consideration.

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LEAD MOTORS c

!Êc X.c m$
c c Êm
Ê
mc c m   
c c !mÊ c c 
cc

$Êcc 
cccc
Ê c6c$
cc$ÊÊÊ

 c
c c c  c4c53c

Satisfied 81 81 %

Not Satisfied 19 19 %


(m mc

From the above table we analyses that 81% are satisfied with the promotion of the
Kinetic Honda Two wheelerr whereas 19% are not satisfied and expect better
promotional activities.

$ccX.cm$
ccÊm
Ê
mccÊÊ 
cc!mÊ cc
cc$Êcc

ÊmÊ
cc 
cccc
Ê c6c$
cc$ÊÊÊ

V
 
 


`


#

_

c

ÊÊ
Êc

Majority of the respondents were satisfied with its promotional activities. The reason
being regular advertisements on the telivision. Newspapers, magazines, activities
taken up by various showrooms of the product to increase the sales and awareness of
the vehicle.

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LEAD MOTORS c

!Êc c X*c m$
c c $Êc c $Êc c !
mc cc $ÊÊÊcc

Êm
Ê
mccÊÊcc

c  c  c 4c

 c
 c 53c
Hero Honda 38 38%
Bajaj 24 24%
TVS 20 20%
Others 18 18%
c

(m mc
We analyze that 38% of the respondents prefer to buy the HERO HONDA, 24%
prefer the Bajaj, 20% prefer the TVS and 18% prefer to buy the other brands in the
Two wheelerr segment.
$c c X*c m$
c c $Êc c $Êc c !
mc cc $ÊÊÊcc
Êm
Ê
mccÊÊcc

V
 
 

c

0
0 
r
122

34
!*



ÊÊ
Êc

Majority of the respondents prefer to buy hero Honda and Bajaj. These brands are
very old and popular among the people of our country of all the age groups. The
product of these brands have given a wonderful performance in past which gives them
an upper hand as compared to Kinetic.

abb
 
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Page 39
LEAD MOTORS c

c
c
!Êc c X-c m$
c c $c c Êm
Ê
mc c Ê
c $Êc
Ê2 m
Êcc$Êc
Ê c$
cc$ÊÊÊc

c  c  c
 c
 c 4c53c
Advertisement 23 23%
Family
26 26%
information
Friend¶s c
38 38%
recommendation c
Dealer¶s c
13 13%
recommendation c
c

(m mc
From the above table we analyze that majority of the respondents summing to 38%
got to know about the two wheelerr through Friend¶s Recommendation, 26% got to
know about the vehicle through Family Information, 23% through advertisements and
13% from the Dealers recommendation.
$c X-c m$
c c $c c Êm
Ê
mc c Ê
c $Êc
Ê2 m
Êcc$Êc
Ê c$
cc$ÊÊÊc

V
 
 

fr
r
)gh
 ih h


5 '
r

 



ÊÊ
Êc
Majority of the respondents got to know about kinetic Honda because of friends
recommendations. People belonging to a young age group generally get impressed by
what their friends are satisfied with. This is known as word of mouth advertisements.c
dee
 
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Page 40
LEAD MOTORS c

!Êc c X7c m$
c c Êm
Ê
mc c ÊÊc c 
Ê c $
c

c$ÊÊÊcc
cc m 
cccc$Êccc$ÊÊÊmcc
!Ê)mÊ
 c
c c c  c4c53c
Fuel economy 40 40%
Less physical efforts 24 24%
Better looks 16 16%
Low maintenance cost 20 20%
c

(m mc
From the above table we analyze that the majority of the respondents prefer the
Kinetic Honda because of its fuel economy summing up to 40%, the Effortless riding
feature is preferred by 24%, 16% prefer this vehicle because of the looks and 20%
prefer it because of low maintenance cost.
$c c X7c m$
c c Êm
Ê
mc c ÊÊc c 
Ê c $
c
c$ÊÊÊcc
cc m 
cccc$Êccc$ÊÊÊmcc
!Ê)mÊc

V
 
 




5"  '
X

+%*'"

l
1

+6    ""

X

ÊÊ
Êc
Majority of the respondents prefer this product because of its fuel economy. In
today¶s world, every individual wants to pay less and acquire more. Kinetic provides
a good mileage. Its self start facility helps the rider to put in less physical efforts.

jkk
 
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Page 41
LEAD MOTORS c

!Êc c X+c m$
c c $c c Êmc c c c $Êc c 
c c c c $Êcc

Êm
Ê
mcc$Ê
cc$Ê(cc$
cccc
Ê c$

 c
c c c  c4c53c
Economical 36 36%
Durable 24 24%
Smooth Bike 18 18%
Unsafe Bike 10 10%
Do not like the model 12 12%


(m mc
From the above table we analyze that 36% being the majority of the respondents think
the bike is economical comes to their mind first. 24% think it is Durable. 18% think it
is a Smooth bike and 12% do not like the model.
$c c X+c m$
c c $c c Êmc c c c$Êc c 
c c c c $Êcc
Êm
Ê
mcc$Ê
cc$Ê(cc$
cccc
Ê c$


V
 
 




&"  "

r
(

p *q
o
$ r
( * 


c

ÊÊ
Êc
This vehicle is popular among the students as well as the young group because of its
economical factors. It¶s good for students who generally have a limited budget n
youngsters who have just started with their careers and cannot afford to spend much
on the travelling.
mnn
 
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Page 42
LEAD MOTORS c

$cXcm$
cc$Êccmcc m
ccÊ)Êcccc
Ê c

$


 c
c c c  c4c53c

Price Factors 24 24%
Mileage 36 36%
Maintenance 18 18%
After sales
16 16%
services
Cost of
6 6%
replacement parts

(m mc
From the above table we analyze that the 36% feel the mileage of the vehicle is the
most distinct feature. 24% feel it is the Price Factor. 18% feel it is the maintenance
facility. 16% feel it is the after sales services of the vehicle which is the most distinct
feature of the vehicle.
$ccXcm$
cc$Êccmcc m
ccÊ)Êcccc

Ê c$

c

V
 
 




"5"

u


v
u

r
v   "

c

ÊÊ
Êc
The most distinct feature about the product is its mileage because of its good engine
capacity and so people using this product can save their money. Also prices of this
product are comparatively low when compared to other big brands. This makes it a
distinct feature for the people to buy this product.
c

stt
 
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Page 43
 LEAD MOTORS c

!Êc Xèc m$
c $Êc Êm
Ê
mc

c  mc $Êc

Ê$
(c)mÊ c!(c
Ê c$
c

 c
c c c  c4c53c

Excellent 27 27%
Good 44 44%
Average 22 22%
Poor 7 7%

(m mcc
From the above table we analyze that the majority of the respondents summing up
44% feel the technology used is good. 27% feel it is excellent. 22% feel average. 7%
rate it Poor.
$c Xèc m$
c $Êc Êm
Ê
mc 

c  mc $Êc
Ê$
(c)mÊ c!(c
Ê c$
c

V
 
 


Õ

Õ


&7" 
yy
)

zz

ÊÊ
Êc

Ma jor it y o f t he respo nde nt s t hink t hat t he product is good rat her t ha n

be ing e xce lle nt for t he rea son be ing t hat it has a kind o f scope o f
improve me nt w he n co mpared t o ot her big br a nds o f scoot ies in t he
market .

wxx
 
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Page 44
LEAD MOTORS c

!Êc X c m$
c $ÊÊc $Êc %Ê$ Êc mc  %Ê
c c

mÊ% 
c!(c$Êc)mÊmc

 c
c c c
c c c453c

Authorised dealers 56 56 %
Authorised service stations 28 28 %
Other mechanics 16 16 %
c

(m m
From the above table we analyze that the majority of the respondents summing up to
56% service their vehicles at the Authorized Dealers. 28% authorized service
stations.16 % service their vehicles at other mechanics.

$c X c m$
c $ÊÊc $Êc %Ê$ Êc mc  %Ê
c c

mÊ% 
c!(c$Êc)mÊmc

P 
 
 



}
)*



)*

"
 



!*
 "* "

ÊÊ
Êc

Majority of the respondents give their vehicles for service to the authorized dealers
because they service the vehicles using latest technology , and use genuine spare parts
for the vehicles. They also charge genuinely and provide good satisfaction to
customers.

{||
 
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Page 45
LEAD MOTORS c

!Êc XXc m$
c c Êm
Ê
mc  c ÊÊ
c $Êc

%Ê$ Êcc$Êmc!mÊ c
c mcÊ
Êc

c c c4c
 c
 c c
53c

YES 78 78

NO 22 22

c

(m mc
We have analyzed that the majority of the respondents summing up to 78% would
recommend the vehicle to the others where as 22 % would not prefer to recommend
the vehicle to others.
$c XXc m$
c c Êm
Ê
mc  c ÊÊ
c $Êc
%Ê$ Êcc$Êmc!mÊ c
c mcÊ
Êc

P 
 
 





&
#!

Õ

ÊÊ
Ê
Maximum people would like to recommend this product to others. The reason being
that this product gives a satisfactory performance overall.

~
 
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Page 46
LEAD MOTORS c

!Êc X#c m$
c $c mc $Êc Ê2Ê 
mc c

Êm
Ê
mcc$ÊcmÊ% Êc ÊÊmc

c  c  c 4c

 c
 c c
53c
Fast Delivery Of vehicles 32 32
Good & Prompt service 42 42
Mobile Service 18 18
Others 8 8


(m mc
We analyze from the above table that majority of the respondents summing up to 42%
Good and Prompt Service. 32% expect fast delivery of vehicles. 18 % expect mobile
servicing and just 8 % expect other services.
$c X#c m$
c $c mc $Êc Ê2Ê 
mc c
Êm
Ê
mcc$ÊcmÊ% Êc ÊÊmc

P 
 
 





5(
'!*"
‚
r

8
 %
"
,
"
!*


ÊÊ
Êc
Maximum of the respondents expect from the dealer that they should get good and
prompt services. Also in today¶s busy life everybody wants a fast delivery of the
product. This product is used by Working professionals and students and their life is
very fast, so they expect that the problems related to the product gets solved as soon
as possible.

€
 
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Page 47
LEAD MOTORS c

!Êc X.c m$
c $Êc  Êc c (Ê
c ÊÊÊ c !(c

Êm
Ê
mc

c c c4c

 c
 c c
53c

Cash/ Cheque 43 43

Finance / Loans 57 57


(m mc
c

We analyze from the above table that majority of the respondents prefer taking
financial loans whereas 43% prefer Cash or cheque payments.
!Êc X.c m$
c $Êc  Êc c (Ê
c ÊÊÊ c !(cc
Êm
Ê
mc

P 
 
 



r
9*:9*;

Õ

…  †: ‡ˆ 

ccccccccccccccccc

ÊÊ
Êc
People generally prefer to pay for the product on a loan basis in order to get tax
benefits or not to block their liquid cash in a single product. This product is generally
famous among the students so they cannot afford to pay at one shot.

ƒ„„
 
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Page 48
LEAD MOTORS c

c


m,cm)Êm 
mc8c 
)m 
c
c


mc
3 It can be concluded that 34% of the customers are between the ages of 18 to 25 yrs
where as 38% are between the age of 25 to 35yrs.
19% of the respondents are between the age of 35 to 45 yrs whereas only 11% of the
respondents are 45 yrs and above.
è3 We infer that most of the students prefer this bike because of its low maintenance
cost, good mileage, speed, comfort, as well as its stylish look. Government officers
also mostly prefer this product because of its low maintenance cost. Whereas people
doing business prefer this product the least because of the snobbish effect and status
symbol.

3 Majority of the respondents knew about the new launches of the product, because
of its heavy advertisements, popularity of the product, word of mouth. People who are
not aware about its new launches also exist.
X3 The inference was that the majority of the respondents feel that the vehicle does
satisfies its expected requirements because of its self start facility as well as sizzling
and stylish looks when compared to other two wheelerrs.c

#3 c ): 78% of the respondents are satisfied with the pickup of the vehicle
whereas 22% are unsatisfied on the contrary.c 89% of the respondents are
satisfied with the price of the vehicle whereas 11% are unsatisfied with the price of
the vehicle.Ê"c  86% of the respondents are satisfied with the easy riding
feature of the vehicle whereas 14 % were not satisfied about the same
feature.  cc79% of the respondents are satisfied with the aesthetic looks
of the vehicle whereas 21% are not satisfied and expect better looks.c92%
of the respondents were completely satisfied with the mileage factor of the vehicle
whereas 8% were not satisfied with the mileage of the two wheelerr.
c
c

‰ŠŠ
 
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Page 49
LEAD MOTORS c

.3 Majority of the respondents were satisfied with its promotional activities. The
reason being regular advertisements on the telivision. Newspapers, magazines,
activities taken up by various showrooms of the product to increase the sales and
awareness of the vehicle.
*3 we analyze that majority of the respondents summing to 38% got to know about the
two wheelerr through Friend¶s Recommendation, 26% got to know about the vehicle
through Family Information, 23% through advertisements and 13% from the Dealers
recommendation.
-3 Majority of the respondents got to know about kinetic Honda because of friends
recommendations. People belonging to a young age group generally get impressed by
what their friends are satisfied with. This is known as word of mouth advertisements.
c73 Majority of the respondents prefer this product because of its fuel economy. In
today¶s world, every individual wants to pay less and acquire more. Kinetic provides
a good mileage. Its self start facility helps the rider to put in less physical efforts.
+3 This vehicle is popular among the students as well as the young group because of
its economical factors. Its good for students who generally have a limited budget n
youngsters who have just started with their careers and cannot afford to spend much
on the travelling.
3 The most distinct feature about the product is its mileage because of its good
engine capacity and so people using this product can save their money. Also prices of
this product are comparatively low when compared to other big brands. This makes it
a distinct feature for the people to buy this product.
è3 Ma jor it y o f t he responde nt s t hink t hat t he product is good rat her
t ha n be ing e xce lle nt for t he reaso n be ing t hat it has a kind o f scope of
improve me nt whe n co mpared t o ot her big bra nds of Scoot ies in t he
market .
 3 Majority of the respondents give their vehicles for service to the authorized
dealers because they service the vehicles using latest technology , and use genuine
spare parts for the vehicles. They also charge genuinely and provide good satisfaction
to customers.
c
c

‹ŒŒ
 
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Page 50
LEAD MOTORS c

X3 Maximum people would like to recommend this product to others . the reason
being that this product gives a satisfactory performance overall.
c
c
#3 Maximum of the respondents expect from the dealer that they should get good
and prompt services. Also in today¶s busy life everybody wants a fast delivery of the
product. This product is used by Working professionals and students and their life is
very fast, so they expect that the problems related to the product gets solved as soon
as possible.
.3 People generally prefer to pay for the product on a loan basis in order to get tax
benefits or not to block their liquid cash in a single product. This product is generally
famous among the students so they cannot afford to pay at one shot.

c
c
c
c
c
c
c
c
c
c
c
c
c
c
c
ŽŽ
 
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Page 51
LEAD MOTORS c

m)Êm 
mc
The fir st t hing t hat should be done by Kinet ic is t o increa se it s market
share in t wo whee ler segme nt by:
1)c Ext ens ive a dvert ising as t he bra nd a ware ness le ve l o f kinet ic is
low as co mpared t o t he co mpet it or.
2)c Kinet ic should int roduce more fue l e ffic ie nt ve hic le s.
3)c Two whee le rs must be ma de lit t le more t rendy by it s co lours,
aest het ic look, a nd lit t le bulky in looks, so t hat cust omer s should
t hink t hat t he y are get t ing more for less mone y.
4)c Cust o mer re lat io nship should inc rea se so t hat cust omer¶s should
t hink t hat co mpa ny is conc er ned for it s c ust omer s w hic h in t ur n
incr ea se s bra nd lo ya lt y.
5)c Aggress ive advert ising w it h pro mot ion ac t ivit ie s ha s t o be t ake n
so t hat people should fee l t he pre se nce.
6)c Sport s and so me ot her act ivit ie s like film fare awards, fa shio n
shows ha ve t o be sponsored so t hat br a nd aw are ne ss c a n be
incr ea sed.
7)c Eac h product should ha ve bra nd a mba ssador who ha s good
ima ge, so t hat people w ill link him/ he r w it h kinet ic. H e nc e
incr ea se in sa le s.
8)c Dea ler s should be mor e fr ie ndly, should be t ra ined in cust o mer
re lat ionship ma na ge me nt . Because t he y are t he ones w ho m t he
cust omers me et for a ll t he ir quer ie s.


 
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Page 52
LEAD MOTORS c


)m 
c

India is t he 2nd largest t wo whee ler ma nufa ct urer in t he wor ld. T he

t wo whe e ler indust r y is highly fr agme nt ed in nat ure. In t he la st t en
ye ars, supply ha s out st ripped de ma nd, a s mu lt inat io na ls a nd do mest ic
pla yer s ha ve set up la rge-sca le ma nufact ur ing fac ilit ies t o meet fut ure
needs. As a result , t here is a n a bse nce o f pr ic ing power w it h
ma nufact urers. Co mpet it ion is e xpect ed t o increa se furt her, a s glo ba l
ma jors are pla nning t o ent er India e it her t hrough dir ect inve st me nt or
import s.
This indust r y is highly c apit a l int e ns ive in nat ure. Two whe e le r
segme nt is capit a l a nd t ec hno logy int ens ive. Cost s invo lve d in
bra nding, dist r ibut io n net work and spar e part s ava ila bilit y incr ea se
e nt r y barr iers. W it h t he I nd ia n market mo ving t owards co mplying w it h
glo ba l st andards, c apit a l e xpe ndit ure w ill r ise t o att une t o fut ure sa fet y
regulat ions.
Kinet ic E ngine er ing be ing a 35 year s o ld compa ny ha s a ver y lit t le
market share in e ver y segme nt o f t wo whe e ler. But , it has a co mpara b le
market share in t wo whee lerr a nd t wo whee lerret t e segme nt . It has t o
boost it s advert ising a s t he bra nd a ware ness le ve l o f kinet ic is low a s
co mpared t o t he co mpet it or.
Cust o mer re lat ionship should incr ea se so that cust omer ¶s should t hink
t hat compa ny is conc er ned for it s cust omer s w hic h int ur n incr ea se s
bra nd lo ya lt y. Ma int e na nc e cost of t he ve hic le s should be decre ased by
bet t er des ign a nd de ve lopme nt .
So, aggress ive advert ising w it h pro mot ion a ct ivit ie s has t o be t ake n by
Kinet ic E ngineer ing so t hat people should fee l t he pre se nce o f k inet ic
in t he mar ket .

ccccccccccccccccccccccccccccccc
c

‘’’
 
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Page 53
LEAD MOTORS c

cccccccccccccccccccccccccccc ! ! $(c
!c   c
 c $"c ,c  
c ! c
è c m  c 8cm   ,c  c  c  c
 c m c  c 8c ,cm c 
  c
X c c  ,cc   c  c
 
3c  11        
1
3c  11      
1
3c  11 cc   
1 c
3c  11      
1c
3c  11  
 & 
1
3c  11      
   
1c

cccccccccccccccccccccccccccccccc
ccccccccccccccccccccccccccccccc
c
c
ccccccccccccccccccccccccccccccc
c
c
c
c
c
c
c
“””
 
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Page 54
LEAD MOTORS c

ccccccccccccccccccccccccccccccccccccc c

Ê2)Êmcccc

0)Êm 

 mc

c
ccNa me : c
c  c c c c "c c 9c
yc 18 to 25 ye ars
yc 25 to 35yr s
yc 35 to 45 yrs
yc 45 a nd a bove

èc  c c "c   9c

yc STUDENT
yc GOVERN MENT OFFI CER
yc BUSINESS PRO FESSION AL

c c"c  c  c c $ 9c

yc Yes
yc No

Xc c"c    c  c c  9c

yc Yesc
yc Nocc

#c   c    c c c   c    c

cccccccccc c c c

Sat isfied Unsat isfie d

c !c cc

Sat isfied Unsat isfie d

cÊ"c cc

Sat isfied Unsat isfie d c

c   c cc

•––
 
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Page 55
LEAD MOTORS c

Sat isfied Unsat isfie dc

Êc  c

Sat isfied Unsat isfie d

.c c "c    c  c c c 
 9c

yc Satisfied
yc Unsatisfied

*cc ccc"cc c c"9c

yc Yamaha motors
yc T VS motors
yc Bajaj motors
yc Others

-c$cc"c c cc c c$c9c

yc Advertisement
yc Family information
yc Friend¶s recommendation
yc Dealer¶s recommendation

7c(c c c&$cc

c c ccc c
yc Fuel economy
yc Less physical efforts
yc Better looks
yc Low maintenance cost

+c c
c c"c
cc"c c c &$9c
yc Economical
yc Durable
yc Smooth Bike

—˜˜
 
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Page 56
LEAD MOTORS c

c cc c

 c  c  c c c
c c c c!c
 c c9c
yc Price Factor
yc Mileage
yc Maintenance
yc After sales services
yc Cost of replacement parts

èc c"c c c "cc"c &$ccc

yc Excellent
yc Good
yc Average
yc Poor

 c  cc "c c "c c c  9c

yc Authorized Dealers
yc Authorised Service Stations
yc Other Mechanics

Xcc c c cc 

c c c6c$,cc"ccc


c c 9c
yc YES
yc NO

#c ccc"c c 

cc 9c
yc Fast Delivery of vehicle
yc Good & Prompt Service
yc Mobile service
yc Others

.cc c
c c"
 cc"c 9c
yc Cash/Cheques
yc Finance/Loan

™šš
 
KNN


C

Page 57