after acepted

Final Project

COMPARISON OF ADVERTISING STRATEGIES OF DYL (YAMAHA) & ATLAS HONDA BIKES

SUBMITTED TO THE DEPARTMENT OF MANAGEMENT SCIENCES,VIRTUAL UNIVERSITY OF PAKISTAN

IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FORTHE DEGREE OF MASTERS IN BUSINESS ADMINISTRATION

Submitted By

MC070201752Abdul Hameed

Date of Submission: 31-01-2011

DEPARTMENT OF MANAGEMENT SCIENCES,VIRTUAL UNIVERSITY OF PAKISTAN

Letter of Undertaking

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Dedication

I dedicate this study to my mother. With out her patience, understanding, support and most of all love, the completion of this would have been possible.

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Acknowledgement

All the Acclimations and Appreciations are for Almighty Allah, The Compassionate; The Benevolent That knows the mysteries and secrets of universe, And His Holy Prophet (S.A.W) whose blessings enabled me to perceive and peruse higher goals of life and whose teachings have served as beacon for the humanity in the hours of despair and darkness. The whole Marketing department remained extremely kind, sincere and cooperative in delivering their knowledge and skills. I am indebted too far to my friends to name them all individually but I would like to place on record my heartiest thanks to all of them.

This report helps students to prepare them for the future job requirements. Therefore every student has to visit an organization to prepare a report on it and this report becomes his first practical experience of the future job environment

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Executive Summary

This report is about the comparison analysis of advertising strategies of two companies one is DYL Motorcycles Limited and other is Atlas Honda Limited. As advertising is becoming the vital source of selling product and services. How both companies use print and electronic media to acquire enhanced volumes of sales of product? How they generate awareness about product. Retention of existing and make new customers. An advertising strategy is most effective when it is an integral component of firm strategy, defining how the organization will successfully engage customers, prospects, and competitors in the market arena. It can increase the importance of advertising for the companies and they can become aware of the weak points in their advertisements and can improve them in the light of findings of this research. A questionnaire is made to ask the question from different people to collect the data. Data has been analyzed in computer programs MS-Excel and power point. Data has been collected from both the companies and other secondary sources. Result of focus group discussion is also included in it. Atlas Honda Ltd is more established company than DYL. People perceptions about advertising of Honda motorcycle is very optimist than DYL. Because Honda motorcycles have wide range of products and these products meet different customers having different income level, state of mind and user friendly. DYL add could not left the impression as it is the brand for every one. Yamaha advertisers are using rough and unreal ideas which are not changing consumer’s perception towards products People thing that Yamaha(100) is only to lift load in rural/hilly areas and carry milk drums. Young community don’t like to purchase Yamaha bike. At the my recommendation for both the companies for their media campaign.

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Table of contents

Chapter 1: Introduction1.1 Introduction of the project 1

1.2 Background of the project 021.3 Company’s introduction 031.4 List of competitors 041.5 Objectives of the project 051.6 Significance of the project 05

Chapter 2: Advertising Strategies of YAMAHA2.1 Marketing mix 062.2 Market segmentation strategies 062.3 Target marketing strategies 072.4 Advertising objectives of the YAMAHA 082.5 Message strategy 082.6 Message execution 082.7 Reach, frequency and impact 092.8 Major media types used by the YAMAHA 102.9 Specific media vehicles (such as TV. Radio etc) used by the YAMAHA 112.10 Media timing used by the YAMAHA’s advertisement 12

Chapter 3: Competitor Analysis3.1 Introduction of the competitor firm(s) 133.2 Marketing mix 143.3 Market segmentation strategies 15

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3.4 Target marketing strategies 163.5 Advertising objectives of the ATLAS HONDA BIKES 173.6 Message strategy of the ATLAS HONDA BIKES 183.7 Message execution by the ATLAS HONDA BIKES 193.8 Reach, frequency and impact 203.9 Major media types used by the ATLAS HONDA BIKES 213.10 Specific media vehicles 223.11 Media timing used by the ATLAS HONDA BIKE’S advertisement 23

Chapter 4: Methodology

4.1 Data collection sources 244.1.1 Primary sources 254.1.2 Secondary sources 264.2 Data collection tools 274.3 Sampling 284.3.1 Sample size 294.3.2 Sampling technique 31

Chapter 5: Conclusion, recommendations and limitations:5.1 Conclusion 325.2 Recommendations 33

Bibliography 35

List of Illustrations

Figure 1 …………………………………………………………………….. 30

Figure 2…………………………………………………………………….. 31

Figure 3…………………………………………………………………….. 32

Figure 4…………………………………………………………………….. 33

Figure 5…………………………………………………………………….. 34

Figure 6…………………………………………………………………….. 35

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Chapter 1: Introduction

1.1 Introduction of the projectThis project is about the advertising strategies of two different companies of the same industry. DYL Motorcycles and ATLAS HONDA BIKES are the pioneer Japanese companies in the Motorcycle industry. How both companies use print and electronic media to acquire enhanced volumes of sales of product? How they generate awareness about product. Retention of existing customer and make new customers. Advertising message used by both companies. Marketing mix strategy of the companies. Motivate & impress trade channels, change perception & create reassurance. To whom is advertising addressed? This project will tell how to build a positive image of your product/company, how to place your product and brand contract. What is the overall impact of advertising on the customers? What these two companies got from this communication (advertising) process.

1.2 Background of the projectAdvertising and promotion of product or services is a strategy that is the most vital part of organizations planning. Different media sources have been used to advertise the product. Advertising strategy is topics which include communication of product information to target customers by using different media source. The key concept is educating people about your product or service by applying promotion and advertising strategies. A advertising strategy is most effective when it is an integral component of firm strategy, defining how the organization will successfully engage customers, prospects, and competitors in the market arena. Advertising strategy is formulated according to Demographics, gender, age, location or business etc. Needs & desired benefit which consumers look for in a product. Changing advertising arena due to mass

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media sources, advertising agencies and online advertising now available in Pakistan. In this today competitive scenario every organization uses promotion and advertising campaign to differentiate their product. Build company and product image in the minds of customers through effective advertising and promotion campaign.

1.3 Company’s introduction

In 1976, under the umbrella of the Dawood Group of companies, Dawood Yamaha Limited (DYL) was formed in a joint venture with Yamaha Motor Company(YMC), Japan. Since its launch Dawood Yamaha Limited has built extensive word-class facilities for the manufacturing and marketing the Yamaha brand of motorcycle in

Pakistan. It is because of reputation as a manufacture of quality motorcycles that have been the undisputed leader in 100cc engines throughout Pakistan. Their manufacturing facility is situated at Hub Chowki, whereas state of art assembling plant is located in Uthal Industrial Area,Distt: Lasbella, Baluchistan.

A professional commitment, stringent quality control, nationwide deale4s network, excellent after sales, aggressive marketing have helped established the company’s image and reputation as a front runner brand.

1.4 List of competitorsM/s Atlas Honda Limited is one of the biggest competitors of Yamaha.

S/#MANUFACTURER/

ASSEMBLERCITY PRODUCT RANGE

1M/S Atlas Honda

LAHOREHonda 70, 100, 125

2M/S Suzuki Motorcycles

KARACHISuzuki 100, 110, 125,150

4 M/S Pakistan Cycle Industry LAHORE Sohrab 70, 125, 100 RKS

5M/S Plum Qingqi Motors

LAHORE Qingqi 70, 100, + RKS

6M/S Fateh Motors

H/ABADHero RF-70

7M/S Pak Hero Industry

LAHORE Pak Hero 70, 100, 125

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8 M/S Dewan Motorcycle Limited KARACHILifan 70

9 M/S Memon Associate Foundry H/ABAD Super Star 70

10 M/S Metro Hi-Tech (PVT) LTD GUJRATMetro 70

11M/S Excel Industries

LAHOREExcel 70

12M/S United Sales

LAHORE United 50, 70, 100 + RKS

13M/S Super Asia Motors

G/Wala Super Aisia 70

14 M/S New Asia Automobiles LAHORE New Asia 70

15 M/S Toyo International M/Cycles GUJRATToyo 70

16 M/S Ahmed Automobiles KARACHISafari 70

17 M/S Suleman Auto Industries LAHOREGeo 70

18 M/S King Hero M/Cycles Industry GUJRAT King Hero 70

19M/S Sitara Auto Impex

KARACHIGungta 70

20 M/S Raja Auto Cars LimitedMPUR (A.K)

Hawak 70

21M/S Shafique Sons

H/ABADJinan 70

1.5 Objectives of the project To determine perception of the people regarding advertising of Atlas Honda’s

bikes. To determine perception of the people regarding advertising of Yamaha bikes. To compare perception of the people regarding Advertising of the selected

brands and making recommendations if needed.

1.6 Significance of the project It can increase the importance of advertising for the companies and they can

become aware of the weak points in their advertisements and can improve them in the light of findings of this research.

It can help the companies to know how to position their product. It is important to the researcher as it provides the opportunity to conduct research in

real life. Better knowledge to choose media source and advertisement timing.

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Chapter 2: Advertising Strategies of YAMAHA

2.1 Marketing mix

Marketing Mix is also knows 4Ps (four marketing activities Product, Price, Place and Promotion). Dawood Yamaha Limited (DYL) was manufacturing only 100cc bikes in the country ( Royale, Yama-4 and Junoon) . These products are well known for power and heavy duty. These products have high quality level which support the product's position in the target market. The performance of these products are equal to the quality level, free of defects and consistency in delivering performance. Due to increase in oil price and customer demand DYL launch 70cc motorcycles in the market to complete the model quota. Secondly price of these product DYL have the monopolistic price strategy as far as the 100cc bikes are concern. Because they have monopoly to produce 2stroke 100cc bikes in the country. At the other hand price of 70cc motorcycles is at the lower side because of dozens of motorcycles companies by using Chinese technology producing 70cc

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bikes at very low cost. That's why cost plus price strategy has been used in case of 70cc bikes by DYL.DYL have very large network of their sale, service and spare part dealers. It is one of the largest network by any motorcycle company have in Pakistan. This network is liked with several regional offices and monitor by a head office in economic hub of Pakistan.DYL use the different tools to promote their product. Normal promotion tools, personal selling, sales promotion, public relations, direct marketing and advertising to reach

customers. They advertise in newspaper, magazines and radio. A trained sale force is there to support the advertisement. Public relations activities, such as contests newsletters, magazines are always available to retailers ( dealers).

2.2 Market segmentation strategiesAge group of 30 ~ 45 is likes the Yamaha bike. DYL motorcycles marketing segmentation strategy is very much clear. They divide the market into different geographic units. They sell their product (100cc – 2stroke) In the Punjab and AJK rural areas because of products features and positioning demands the such type of segmentation. Secondly, demographic segmentation done by DYL. They always target the married, big family size, have handsome income. In the light of need and wants of customers 70cc product has been introduced in the market to target the lower level of income, employees young community.

2.3 Target marketing strategiesIn the country like Pakistan, every motorcycle company and DYL concentrated and targeting the marketing and promotion of 70cc bike amongst the customers. It is very large segment. This segment sale, growth rates and expected profitability is at the higher side. This target marketing segment becoming more attractive, fastest-growing segments are always the most attractive ones for DYL. This targeting also benefits consumer, company to satisfy their needs. All promotional and advertising activities of DYL is targeting on 70cc. Due to the large no of brands in 70cc are available in the market at the same price and quality, DYL launch heavy promotional and advertising of 70cc brand in their strategy.2.4 Advertising objectives of the YAMAHADYL have separate strategy for 100cc and 70cc product.

They has not go for heavy electronic advertisement for 100cc product because it is already positioned in the minds of people. At the launch of new model of 100cc bikes after every year a news paper add has been used to inform the customers Their target

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marketing strategy is to promote 70cc bike which is the demand of maximum people. By using their goodwill they have to create and positioned same image of Yamaha bikes already have and enjoy the maximum market share. DYL launch electronic and print advertisement media campaign to introduce a newly launch 70cc motorcycles Dhoom. Except the radio every communication media has been used by DYL to introduce their new product. A creative engineering concept of motorcycle production has been used in their T.V add.

2.5 Message strategy

The message strategy is like a foundation for all your marketing. It needs to be strong or your marketing efforts will fall apart. DYL message strategy consists of a positioning statement and three support points. They address key target market problems by stating a benefit; i.e. why the target market should care about DYL

product, service or company. DYL'S message strategy makes it easier to deliver the same message across all marketing media including Web sites, brochures, advertisements and presentations to investors, industry analysts and prospects.DYL'S positioning statement is the central idea or theme for all marketing activities. A positioning statement is a short, declarative sentence that states just one benefit, and addresses the target market's No. 1 problem. The message strategy contain following elements.

Simple language Adaptable to various media A compelling statement of one benefit A conceptual statement…not necessarily copy Supported by 3 additional benefit claims Satisfies 4 evaluation criteria (unique, believable, important and useable)

2.6 Message executionMessage execution is not how you start, it’s how you finish. Technical expertise are address in DYL's message execution style that are being used in the advertising campaigns" PURZAY PURZAY SA BANA IK SAHKAR". These words have communicate their creative concept in an effective way.

2.7 Reach, frequency and impactDifferent class and type of people exposed to the add of DYL because the timing of add meet the requirement exposed them to listen and see the add. For example during a cricket match, morning show, new bulletin, entertainment programe. People may ignore

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the electronic add. That's why DYL plan to execute the advertisement campaign consistently in various media sources so that message is expose to people many people in a day for many weeks. T.V commercial, newspaper add, bill boards on roads, magazines, news letters and road show can easily expose people to a message/advertisement so many times.

2.8 Major media types used by the YAMAHA

Print Media: Newspapers, Magazines, News Letters, Pamphlets. Electronic Media: TV, Cable, Satellite. Bill Boards. Internet.

2.9 Specific media vehicles (such as TV. Radio etc) used by the YAMAHAT.V: 30 second commercial has been launch through out the country on all the well know channels of country.

Newspaper: English and Urdu news paper of the country. Billboards: Heavy sign boards are decorated with Honda add at the busiest road of the cities.

Magazines: Full story with add in weekly and monthly published magazines have been used for advertisement of Yamaha.

Newsletters: Yamaha sponsors newsletters of different companies, semi governmentOrganizations and defense purchase bulletins

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2.10 Media timing used by the YAMAHA’s advertisement

Time SlotCopy Name

Duration Secs

December 2008

tue wed thu fri sat sun mon tue wed9 10 11 12 13 14 15 16 17

ATV 19:00 - 19:59 Teaser 30 2 2 2 20:00-20:59 Teaser 30 3 3 3 2 2 2 2 2 221:00 - 21:59 Teaser 30 3 3 3 2 2 2 2 2 222:00 - 22:59 Teaser 30 2 2 2

Total 10 10 10 4 4 4 4 4 4

AAJ TV 20:00-20:59 Teaser 30 2 2 2 21:00 - 21:59 Teaser 30 2 2 2 2 2 2 2 2 222:00 - 22:59 Teaser 30 2 2 2 1 1 1 1 1 123:00 - 23:59 Teaser 30 1 1 1

Total 7 7 7 3 3 3 3 3 3

KTN

20:00-20:59 Teaser 30 3 3 3 3 3 3 3 3 321:00 - 21:59 Teaser 30 2 2 2 2 2 2 2 2 222:00 - 22:59 Teaser 30 2 2 2 2 2 2 2 2 2

Total 7 7 7 7 7 7 7 7 7

PTV CHANNEL 18:00-18:59 Teaser 30 4 4 2 2 2 2 2 2 219:00-19:59 Teaser 30 4 4 2 2 2 2 2 2 220:00-20:59 Teaser 30 4 4 4 4 4 4 421:00 - 21:59 Teaser 30 2 2 2 2 2 2 222:00 - 22:59 Teaser 30 4 4 2 2 2 2 2 2 2

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Total 12 12 12 12 12 12 12 12 12

GEO TV

9:00-9:59am Teaser 30 3 3 3 3 3 3 3 3 3

10:00-10:59am Teaser 30 2 2 2 2 2 2 2 2 2

3:00-3:59pm Teaser 30 1 1 1 1 1 1 1 1 1

4:00-4:59pm Teaser 30 1 1 1 1 1 1 1 1 1

5:00-5:59pm Teaser 30 1 1 1 1 1 1 1 1 1

6:00-6:59pm Teaser 30 1 1 1 1 1 1 1 1 1

7:00-7:59pm Teaser 30 3 3 3 3 3 3 3 3 3

8:00-8:59pm Teaser 30 4 4 4 4 4 4 4 4 4

9:00-9:59pm Teaser 30 4 4 4 4 4 4 4 4 4

10:00-10:59pm Teaser 30 4 4 4 4 4 4 4 4 4Total 24 24 24 24 24 24 24 24 24

https://email.dawood-companies.com/exchage

Chapter 3: Competitor Analysis

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3.1 Introduction of the competitor firm(s)

Atlas Honda Limited (AHL) is a joint venture between the Atlas Group and Honda Motor Co. Ltd., Japan. The company was created by the merger of Panjdarya Limited and Atlas Autos Ltd. in 1988. Both these motorcycle manufacturing concerns were established by the Atlas Group. In addition, a third concern, Atlas Epak Ltd. was taken over by the Government of Bangladesh in 1971 after the fall of Dhaka. AHL manufactures and markets Honda motorcycles in collaboration with Honda Motor Company. The Company also manufactures various hi-tech components in-house in collaboration with leading parts manufacturers like Showa Atsumitech, Nippon Denso and Toyo Denso. Honda motorcycles are by far the largest selling motorcycles in the country with an unmatched reputation for high quality, reliability and after-sales-service.

AHL has undertaken to develop local manufacturing capabilities to the highest, economically feasible level. While a major role in localization has been assigned to vendor industries, Atlas has the country’s largest in-house manufacturing capability at its Karachi and Sheikhupura plants. To support the production facilities, the company has established an R&D wing and tool making facilities through CAD/CAM which are growing rapidly in size and function as the company expands. Atlas has managed to execute 12 Joint Venture/Technical Assistance Agreements between local vendors and

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foreign manufacturers for transfer of technology. Besides, Atlas has directly executed 9 Joint Venture/Technical Assistance Agreements other than Honda.

AHL management is striving to modernize company operations by adapting applicable aspects of research and theory and more specifically, Honda’s unique philosophy of

hard/soft technologies to the realities of Pakistani conditions. Company management structure, systems and processes are changed according to the demands of the customer, growth and new technology. Efforts are being made to develop participation at all levels of personnel in decision-making and a substantial and effective delegation has been established at levels where applicable. Various participation programs such as ‘Ala Mayar’ Quality Circles movement, launched in 1985, are strongly encouraged to allow constructive self-expression and teamwork. The Company training and development programs encourage all members to develop themselves and contribute to their full potential.

AHL is playing a pioneering role in creating conditions for easy and confident use of motorcycles all over the country. A vast and growing network of over 1600 sales service and spare parts dealers has been established. In order to back up this system, Atlas has set up Warranty & Training Centers (WTC) in Karachi and Lahore which provide several courses of varying duration and complexity for motorcycle mechanics and users each year. Mobile training facilities take the latest know-how, technology and maintenance of motorcycles to major rural and urban centers around the country.

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3.2 Marketing mixIt consist of four elements

Honda's brand is most used brand in Pakistan. CD-70 and CG-125 are most popular bikes in the people. The brands are design according to the needs and demand of customers their functionality brings 100% satisfaction for its user. Quality is the trade mark of Honda. According the road conditions and environment it is the Honda who is providing better quality and performance. Products shape style is changed every year according the demand of customers. Honda's product is design by well trained

professional engineers to ensure maximum safety of rider. It has second largest sale,service and spare part dealers network in the country. Six month warranty is provided by the company, to claim the faults at free of cost. Honda uses value based pricing strategy due to increased number of companies in the market. Customers perception about the product and company are very positive due to this consumer

attitude towards price and quality is parallel. Honda have second largest dealers network in country to delivered product, service and accessories. These specific channel members are monitored by regional and provisional offices. A logistic company lifts the product from two plants situated in Punjab and Sindh province. Out look mail(online) system connect the every member of Honda for feed back. One line ordering system and claim system. Promotion is very critical for Honda. They used trade advertising, sales promotion, personal selling and public relations.

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3.3 Market segmentation strategies

Geographically Honda divide the market into various regions in Punjab ( Rawalpindi, Lahore, Multan and AJK). Peshawar in N.W.F.P, Karachi and Quetta from Sindh.These various hubs are again divided individually into more sectors. AJK area is focused with 125cc bike and rest of plan areas are focused with 70 and 100cc bikes. Demographically 70cc product is design for lower income/daily wages employees.125cc product is design for the age group of 20 ~ 30 years. Another segment is business market of Honda they focus on the demand of army and law enforcement agencies who required 125cc or 250cc product as it is their nature of job.

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3.4 Target marketing strategies

Target Marketing strategy of Honda involves breaking a market into segments and then concentrating marketing efforts on one or a few key segments. Because Pakistan is a developing country and per capita income of people is at the lower side, oil pricing going up ward in the international market and in the country as well. According the population survey youth population is more in the country and its increasing. That why Honda main focus/target market in this light of foregoing is youth age group of 20 ~ 35. Fuel efficient bike 70cc is design and produce for this target segment, which gives more mileage.

3.5 Advertising objectives of the ATLAS HONDA BIKES Message About Product – Details about the product play a prominent role in

advertising for new and existing products. In fact, a very large percentage of product-oriented advertising includes some mention of features and benefits offered by the marketer’s product. Advertising can be used to inform customers of changes that take place in existing products.

Message About Price – AHL regularly engage in price adjustments, such as running short term sales (i.e., price markdown), can use advertising to let the market know of price reductions. Alternatively, advertising can be used to encourage customers to purchase now before a scheduled price increase takes place.

Message About Other Promotions – AHL'sAdvertising often works hand-in-hand with other promotional mix items. For instance, special sales promotions, such as contests, may be announced within an advertisement. Also, advertising can help salespeople gain access to new accounts if the advertising precedes the salesperson’s attempt to gain an appointment with a prospective buyer.

Message About Distribution – Within distribution channels, advertising can help expand channel options for a marketer by making distributors aware of the marketer’s offerings. Also, advertising can be used to let customers know locations where a product can be purchased.

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3.6 Message strategy of the ATLAS HONDA BIKES

1.Use the KISS principle (Keep it Short and Simple). Messages should be clear, crisp and easy to understand.

2. Use bullet lists Encourage briefness (this includes both key messages and supporting data)

3. Be benefits-oriented (try to talk less about what you do and more about how it impacts others and how broadly and deeply)

4. Use powerful, action-based words and phrases

5. Have fun and be creative

In order to position Honda's product ask these question while creating message.

What pressing problem does your product solve for your prospective customer? How is your prospect solving that problem today? What specific benefit does your product deliver? Why is your product better than the current solution and competitive

alternatives? What makes your product unique in a way that is relevant to your prospect? To communicate this difference in a way that sets your product apart from the

competition.3.7 Message execution by the ATLAS HONDA BIKES

Comparison with product’s most distinctive difference from competitive products; provide reason or

proof on which a claim, benefit or proposition rests

Message tone is excitedMixture of Urdu and Punjabi languagesAddress the Value Main theme Quality Format of message Music and SongEnding of the message with words "MAIN TA HONDA HE LAISAN

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3.8 Reach, frequency and impactDifferent class and type of people exposed to the add of Honda because the timing of add meet the requirement to exposed, listen and see the add. For example during a cricket match, morning show, news bulletin, entertainment program. People may ignore the electronic add. That's why DYL plan to execute the advertisement campaign consistently in various media sources so that message is exposing to people many people in a day for many weeks. T.V commercial, newspaper add, bill boards on roads, magazines, news letters and road show can easily expose people to a message/advertisement so many times. The advertisement has a tremendous impact on our youth. What some people see on television, they take for truth. They tell us what to wear (because everyone is wearing it), what to eat (because everyone is eating it), what to do (because everyone is doing it). The advertisers know how to appeal to our senses. They use peer pressure very heavily. "You need to wear these tennis shoes because (add a big name sports star) is wearing them and everyone else is going to wear them.

3.9 Major media types used by the ATLAS HONDA BIKES

Print Media: Newspapers, Magazines, News Letters, Pamphlets. Electronic Media: TV, Cable, Satellite, Radio. Bill Boards. Internet.

3.10 Specific media vehicles T.V: 30 second commercial has been launch through out the country on all the well know channels of country.

Radio: 15 second audio message on FM radio stations.

Newspaper: English and Urdu news paper of the country. Billboards: Heavy sign boards are decorated with Honda add at the busiest road of the cities.

Magazines: Full story with add in weekly and monthly published magazines have been used for advertisement of Honda.

Newsletters: Honda sponsors newsletters of different companies, semi governmentOrganizations and defense purchase bulletins

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3.11 Media timing used by the ATLAS HONDA BIKE’S advertisementThe micro-scheduling problem calls for allocating advertising expenditures within a short period to obtain maximum impact in launching a new product, the advertiser has to choose among continuity, concentration, flighting and pulsing. At the launching of 5 gears motorcycle (DELUXE)

Chapter 4: Methodology

4.1 Data collection sources

4.1.1 Primary Sources:

Discussion with group of people Market Research

4.1.2 Secondary Sources:

Case studies of CD-70 promotion(AHL) Online data Websites Internet Related Newspapers Articles & Magazine i.e. (Doin' Time, Sport Riders, Auto

mark Magazine, BIKE India, Bike Magazine UK)

4.2 Data collection tools

Questionnaire to be developed and filled from consumers so as to analyze and evaluate the effectiveness of advertising strategies from consumer perspective (Television Ads, Billboards etc).

Group discussions with fellows, friends, colleagues and users of bikes.

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4.3 Sampling

Between the age of 18 ~ 30 year males Convenience sampling

4.3.1 Sample size

Sample size, 100 respondents

4.3.2 Sampling technique Convenience sampling

4.4 Data analysis and interpretation

Question No.01Bikes Advertisements Seen

Frequency Table

YES 69%No 31%

Graph

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69%

31%

0

20

40

60

80

YES No

25

Interpretation This frequency table and graph shows that 69% of people see the advertisement of bike during their daily life. 31% who have not seen the advertisement of bike include women and childs.

Question No. 2Bikes Advertisements Seen Both Companies

Frequency Table

Yamaha Honda

Yes 29% 73%No 71% 27%

Graph

InterpretationFigures shows in this table and graph describe that large no of people 73% see the advertisement of Honda and 29% for Yamaha. Advertisement not seen percentage for Yamaha is 71% and 27% for Honda. People are more connected with Honda advertisement.

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29%

71%

73%

27%

0

20

40

60

80

100

Yamaha Honda

No

Yes

26

Question No.03What are the Media Sources of Advertisements?

Frequency Table

Yamaha Honda

T. V 42% 55%Newspaper 24% 21%Magazine 7% 3%Billboard 27% 21%Others 0% 0%

Graph

Interpretation TV is the biggest source of advertisement for both the companies 42% for Yamaha and 55% for Honda. The second biggest source for both the companies is newspaper with the percentage of 24% and 21% respectively. Third biggest source is billboards with the percentage of 27% and 21% for Yamaha and Honda respectively.

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42%

55%

24%21%

7%3%

27%

21%

0% 0%0

10

20

30

40

50

60

T. V Newspaper Magazine Billboard Others

Yamaha

Honda

27

Question No.04What are the Feelings to see advertisement?

Frequency Table

Yamaha Honda

Poor 15% 6%Fair 42% 51%Neutral 25% 20%Good 10% 15%Excellent 8% 8%

Graph

InterpretationFeelings of people to see the add of both the companies has been observed this graph and table. Data shows that poor, fair, neutral, good and excellent feeling observed for Yamaha with the percentage of 15%, 42%, 25%, 10%, 8% respectively and 6%, 51%, 20%, 15%, 8% for the Honda. More good feeling are observed on the add of Honda.

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15%

65 42%

51%

255

20%

105

15%

858%

0

10

20

30

40

50

60

70

80

90

100

Poor Fair Neutral Good Excellent

Honda

Yamaha

28

Question No. 05What Factors Addressed in Advertisement?

Frequency Table

Yamaha Honda

Price 0% 0%Quality 30% 35%Quantity 0% 0%Product features 49% 47%All above 21% 18%

Graph

Interpretation Issued/factors addressed is adds are measures in this graph block of product features is one of the taller one. Which means that both the companies mostly focus on product features in their add.

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0%

30%

0%

49%

21%

0%

35%

0%

47%

18%

0

10

20

30

40

50

60

Price Quality Quantity Productfeatures

All above

Yamaha Honda

29

Question No.06What are advertising Events of Both companies?

Frequency Table

Yamaha HondaNew model Launching 41% 57%New Innovation 10% 9%General Information 32% 20%Knowledge of Product 17% 14%

Graph

InterpretationThis collected data shows that both the companies mostly launch their add when they launch a new model 41% and 57% figures comes for Yamaha and Honda. Other occasions are new innovation, general information and knowledge of product with the percentage of 10%, 32% and 17% for Yamaha’s add. And 9%, 20% and 14% for Honda’s add.

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41%

57%

10%9%

32%

20%17%

14%

0

10

20

30

40

50

60

New modelLaunching

NewInnovation

GeneralInformation

Knowledge ofProduct

Yamaha Honda

30

Question No.07Description of Yamaha Bikes Advertisements mentioned features

Frequency Table

Strongly agree

Agree Neutral Disagree Strongly disagree

The ads are highly informative 35% 29% 25% 9% 2%

The content which is used in the advertisement is attractive

37% 25% 16% 14% 8%

The message is clear and easy to understand

25% 36% 25% 6% 8%

The benefits described in the ads are believable to me

17% 32% 20% 20% 11%

The frequency of ads is appropriate

22% 15% 24% 18% 21%

| P a g e 31

Graph

The ads are highly informative35% 29% 25%

9%2%

0%10%20%30%40%

Stro

ngly

agre

e

Agr

ee

Neu

tral

Dis

agre

e

Stro

ngly

disa

gree

The ads are highly informative


37%

25%16% 14%

8%

0%10%20%30%40%

Stronglyagree

Agree Neutral Disagree Stronglydisagree


25%

36%

25%

6% 8%

0%

10%

20%

30%

40%

Stronglyagree


| P a g e 32


0%10%20%30%40%

Stronglyagree



22%

15%

24%18%

21%

0%5%

10%15%20%25%30%

Stronglyagree


Interpretation In this multi dimensional graph contents of Yamaha’s add has been evaluate. The contents has been evaluated are The ads are highly informative, The content which is used in the advertisement is attractive, The message is clear and easy to understand, The benefits described in the ads are believable to me and The frequency of ads is appropriate. Strongly agree percentage is 35%,37%,25%,17% and 22% Strongly disagree percentage is 22%,8%, 8%, 11% and 21%Agree people’s percentage is 29%, 25%,36%,32% and 15%Neutral people’s percentage is 22%,16%,25%,20% and 24%Disagree percentage is 9%,14%,6%,20% and 18%

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Question No.08Description of Honda Bikes Advertisements mentioned features

Frequency Table

Strongly agree

Agree Neutral Disagree Strongly disagree

The ads are highly informative 42% 29% 24% 5% 0%


47% 28% 10% 8% 7%

The message is clear and easy to understand 44% 26% 25% 3% 2%

The benefits described in the ads are believable to me 17% 32% 20% 20% 11%

The frequency of ads is appropriate 23% 26% 21% 11% 19%

Graph

The ads are highly informative

0%10%20%30%40%50%

Stronglyagree


| P a g e 34


47%

28%

10% 8% 7%

0%10%20%30%40%50%

Stronglyagree



44%

26% 25%

3% 2%0%

10%20%30%40%50%

Stronglyagree



17%

32%

20% 20%11%

0%10%20%30%40%

Stronglyagree


| P a g e 35


23%26%

21%

11%

19%

0%5%

10%15%20%25%30%

Stronglyagree


Interpretation In this multi dimensional graph contents of Honda’s add has been evaluate. The contents has been evaluated are The ads are highly informative, The content which is used in the advertisement is attractive, The message is clear and easy to understand, The benefits described in the ads are believable to me and The frequency of ads is appropriate. Strongly agree percentage is 42%,47%,44%,17% and 23%Strongly disagree percentage is 0%,7%,2%,11% and 19%Agree people’s percentage is 29%,28%,26%,32% and 26%Neutral people’s percentage is 24%,10%,25%,20% and 21%Disagree percentage is 5%,8%,3%,20% and 11%

| P a g e 36

Question No.09Appeal of Advertisements

Frequency Table

Yamaha Honda YES No YES NoAre the ads appealing to your eye? 89% 11% 93% 7%

Are the ads fun to watch? 90% 10% 92% 8%

Would you talk to someone else about the ads?

86% 14% 91% 9%

Did you have a positive reaction to the ads?

62% 38% 72% 28%

Would you like to see similar ads in the future?

40% 60% 67% 33%

Graph

89% 90% 86%62%

40%

11% 10% 14%38%

60%

0%

20%

40%

60%

80%

100%

120%

Are the adsappealing to

your eye?

Are the adsfun to watch?

Would youtalk to

someoneelse aboutthe ads?

Did you havea positive

reaction tothe ads?

Would youlike to see

similar ads inthe future?

YamahaNo

YamahaYES

| P a g e 37

93% 92% 91%72% 67%

7% 8% 9%28% 33%

0%

20%

40%

60%

80%

100%

120%

Are the adsappealing to

your eye?

Are the adsfun to watch?

Would you talkto someone

else about theads?

Did you have apositive

reaction to theads?

Would you liketo see similar

ads in thefuture?

Honda No

Honda YES

InterpretationData about appeals has been made in the add for both the companies has been showed in this graph. It shows that Honda’s adds are more appealing to the eyes of people as compare to Yamaha’s add. Both companies add bring fund for people. The important thing in this graph is reaction of people 62% and 72% people have positive reaction for the add of Yamaha and Honda’s add respectively. And 38% and 28% percent of people have negative reaction on the add of Yamaha and Honda’s add.

Summary69% of people has see the add of bikes and 31 % people hase not see the add of bike.Add of Yamaha has bee seen by 29 % participants Honda’s add has been seen by 73% participants. It shows that people mostly expose to Honda’s add. TV is one of the big media source for both the companies and bill boards at the second position. 42% participant have fair feeling on Yamaha’s add and 51% for Honda’ add. Poor feeling of add also has been examine 15% for Yamaha and 6% for Honda. Product features are mostly addressed by both the companies along with quality assurance. Data collected shows that both the companies mostly advertise at the occasion of new model launching. At the other hand only general information about product and company has been addressed. Yamaha add has been evaluating at different contents. The ads are highly informative 64% participants are agree and strongly agree,11% are disagree/strongly disagree. The benefits described in the ads are believable 49 % are strongly agree/agree and 31% are disagree/strongly disagree. At the other hand most of the number agree/strongly agree the add of Honda and believe the benefits describe in the Honda’s add. Positive reaction on the add of Honda’s slope is going upward and Yamaha’ slope remain below the Honda ‘s slope.

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Chapter 5: Conclusion, recommendations and limitations:

5.1 Conclusion Almost 70% people appear to the add of bike. Timings of Honda’s add is very prime, so most number of people see the add of Honda. T.V is one of the biggest media source for both the companies and newspaper is the second biggest source of advertisement. More positive feelings to see add of Honda is concluded from data collected. Both the companies focus on product features and quality in the add. Advertisement campaign has been launch at the occasion of new model launch and to address general information. Yamaha add’s contents are more attractive than Honda’s add. Honda’s add more easy to understand than Yamaha. After examining all the data and figures it is conclude that Atlas Honda have a better advertising strategy as compare the DYL Motorcycles Ltd. Although in some factors of advertisement Yamaha have upper hand but over all Honda figures proven more positive and concrete .

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5.2 Recommendations

In the light of above conclusion it is recommended for Honda to make the perception of people about the organization that we care your product after its sale. Price and after sale service are the factors which should include in the media campaign. Customers are satisfied with quality and price then more focus on quality promotion. Along with product features Honda must focus on product innovative features to make add more special.

It is recommended for Yamaha to promote its 4 stroke product and pay a special attention for promoting 70 cc bike. Make the policy which can divert the thinking of the

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people about Yamaha. Address the quality of product in the advertisement campaign. Too much advertising lost its importance; companies should control the spots of advertising. They should avoid too much repetition of ads. People faded up and don’t want to watch ads. Make the people believe about the benefits the product have. Yamaha should promote about the benefits of 4 stroke product.

Part II

a) Introduction of the student

Last Degree Obtained: B.Com-IT

Organization’s Name: DYL Motorcycles LTD.

Designation: Senior Sales Executive

Experience (Years): 3 Years

b) Appendix/Appendixes

Questionnaire Result

| P a g e 41

1-Have you seen the advertisement of bike?

YES 69o NO 31

2- Have you seen the advertisement Yamaha bike?

YES 27o NO 71

3-Where you seen the advertisement of Yamaha bike?T. V 42Newspaper 24Magazine 7Billboard 27Others 0

4- Have you seen the advertisement of Honda bike?

YES 73o NO 27

5- Where you seen the advertisement of Honda bike?

T. V 55

Newspaper 21

Magazine 3

Billboard 21Others 0

06- How you feel to see advertisement of Atlas Honda bikes?Poor 6Fair 51Neutral 20Good 15Excellent 8

| P a g e 42

07- How you feel to see advertisement of Yamaha bikes?Poor 15

Fair 42Neutral 25Good 10Excellent 8

8. The main focus of your interest in advertisement is of Yamaha bike:

Price 0Quality 30Quantity 0Product features 49All above 21

9. The main focus of your interest in advertisement is of Honda bike:

Price 0Quality 35Quantity 0Product features 47All above 18

10- When Atlas Honda use to Advertise?

New model Launching 57

New Innovation 9General Information 20Knowledge of Product 14

11- When Yamaha use to Advertise?

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New model Launching 41

New Innovation 10General Information 32Knowledge of Product 17

12. How would you describe the ads of Yamaha bike along the below mentioned features?

Strongly agree

Agree Neutral

Disagree Strongly disagree

The ads are highly informative 35 29 25 9 2The content which is used in the advertisement is attractive

37 25 16 14 8


25 36 25 6 8


17 32 20 20 11

The frequency of ads is appropriate 22 15 24 18 21

13. How would you describe the ads of Honda bike along the below mentioned features?

Strongly agree

Agree Neutral Disagree

Strongly disagree

The ads are highly informative 42 29 24 5 0The content which is used in the advertisement is attractive

47 28 10 8 7


44 26 25 3 2


17 32 20 20 11

The frequency of ads is appropriate 23 26 21 11 19

14. Please answer yes or no to the following questions regarding the ads of Yamaha bike.

YES No

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Are the ads appealing to your eye? 89 11Are the ads fun to watch? 90 10Would you talk to someone else about the ads? 86 14Did you have a positive reaction to the ads? 62 38Would you like to see similar ads in the future? 40 60

15. Please answer yes or no to the following questions regarding the ads of Honda bike.

YES No

Are the ads appealing to your eye? 93 7Are the ads funs to watch? 92 8Would you talk to someone else about the ads? 91 9Did you have a positive reaction to the ads? 72 28Would you like to see similar ads in the future? 67 33

16. Any comments for improvement in the ads of Yamaha bike.

_________________________________________________

17. Any comments for improvement in the ads of Honda bike.

_________________________________________________

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News paper Advertisement of DYL

On Regular Pages PUBLICATION SIZE POSITION The Nation (K/L/I) 27x4 Color Back PageNawa-i-Waqt (K/L/R/M) 27x4 Color Back PageKhabrain (Combined) 18x6 Color Back PageExpress (Combined) 18x6 Color Back PageUmmat (Khi) 18x6 Color Front PageQaumi Akhbar (Khi) 18x6 Color Front PageDin 18x6 Color Front PageBusiness Report (Fsl) 18x6 Color Front PageNaya Dur (Mul) 18x6 Color Front PageAghaz (Khi) 18x6 Color Front PageJurrat (Khi) 18x6 Color Front PageIbrat (Hyd) 18x6 Color Front PageMashriq (Qta) 18x6 Color Front Page

2.4 millionRadio Awaz - SARGODHA - BHALWAL6-

3.5 millionRadio Awaz - SHIEKHUPURA3-

Population

3.1 millionRadio Awaz - BHAWALPUR10-

1.4 millionRadio Awaz - RAJANPUR9-

2.0 millionRadio Awaz - PAKPATTAN8-

3.5 millionRadio Awaz - JHANG7-

1.1 millionRadio Awaz - KHANPUR - LIAQATPUR5-

2.0 millionRadio Awaz - RAHIMYARKHAN - SADIQABAD4-

4.5 millionRadio Awaz - GUJRANWALA2-

4.0 millionRadio Awaz - GUJRAT1-

"Awaz Network"

Twenty20 World CupRadio Awaz

Time Slot

Dur caption

Fri

Sat

Sun

Mon

Tue

Wed

Thu

Fri

Sat

Sun

Mon

5

6

7

8

9

10

11

12

13

14

15

FM

| P a g e 47

107/106.2

Before

Match @

18:30

20

DYL Dhoom

5

4

4

4

5

5

5

5

5

5

15

DYL Dhoom

6

4

4

4

6

6

6

6

6

6

10

DYL Dhoom

11

16

16

16

11

11

11

11

11

11

Before

Match @

22:30

20

DYL Dhoom

5

5

4

4

4

5

5

5

5

5

5

15

DYL Dhoom

6

6

4

4

4

6

6

6

6

6

6

10

DYL Dhoom

11

11

16

16

16

11

11

11

11

11

11

Before

Match @15:0

0

20

DYL Dhoom

5

15

DYL Dhoom

6

10

DYL Dhoom

11

Before

Match @20:0

0

20

DYL Dhoom

15

DYL Dhoom

10

DYL Dhoom

FM

107/106.2

22

66

48

48

48

44

44

44

44

44

44

Pakistan Vs

England

1st and 2nd Semi Final

Final

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| P a g e 50

Profile of Focus Discussion BoardMuhammad Waqar AhmedSenior Exective (Admin)DYL Motorcycle LtdIslamabad.0345-8254733

Adnan RashidCustomer Service OfficerChina Mobile Company(Zong)Islamabad. 0321-5189527

| P a g e 51

BibliographyVirtual University (2010). Marketing Research (MKT611), Virtual University of Pakistan.

Aaker, D and Joachimsthaler, E (2000) Brand leadership, The Free Press

Assael, H. (1992) Consumer Behaviour and Marketing Action, 4th Edition, USA: PWS-Kent

Baker, M. (2000) Marketing Management and Strategy, 3rd edition, Macmillan Business.

Blythe, J. (2001) Essentials of Marketing, 2nd edition, Prentice Hall

Brassington, F and Pettitt, S, (2000), advertising strategy, Second Edition, Prentice Hall, Harlow

Chisnall, P.M. (1997) Marketing Research, Fifth Edition, London: McGraw-Hill

Lovelock, C (1994) Product plus: How product + service = competitive advantage, McGraww Hill

Randall, G. (2001) Principles of Marketing, 2nd edition, Thomson Learning.

Ziethmal, & Bitner, (2003) Services Marketing: integrating customer focus across the firm, McGraw Hill, chapters 1,3 and 6

Internet LinksVirtual University (2010). Project Format, Virtual University of Pakistan. (http://vulms.vu.edu.pk)http://www.ahl.com.pk http://www.google.com.pkhttp://www.dyl.com.pk

| P a g e 52

http://www.google.com.pk/

http://www.ahl.com.pk/

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