Revival life cycle of bajaj

PRODUCT AND BRAND MANAGEMENT

Presentation on

PRODUCT LIFE CYCLE REVIVAL DEVELOPMENT FOR BAJAJ

Presented to: Prof. Shilpa Shinde

REVIVAL

Time

SALES

BRANDS THAT NEED REVIVAL

• Heritage Brands• Orphan Brands• Ghost Brands

PROCESS• Identify potential products• Listen to your consumers• Create compelling creative messages that strike

a chord with target consumers• Differentiate your product from the competition• Advertise, Advertise, and Advertise. Maintain a

heavy• investment in advertising

SOME STRATEGIES FOR BRAND REVIVAL

• Repositioning strategy• Having new applications• Finding New segments• Geographical segmentation• Clever positioning

REVIVAL LIFE CYCLE OF BAJAJInitial Scenario till Mid 1980s:-

Market Leader in two wheeler market.Largest scooter manufacturer(there used to be advance booking for scooters)Ruling India’s roads as they were seen as family vehicle.

WHY BAJAJ NEED REVIVAL?

• Problems after mid 1980’s Competitors Entry Rise in petrol price Need of Fuel efficient two wheelers Change in consumer taste and preference

BAJAJ UNDERSTOOD THE CHANGING MARKET AND ACTIVATED THE BRAND BAJAJ.

STRATEGIC DECISIONS TAKEN FOR ACTIVATION OF BRAND BAJAJ

1. The new activated Bajaj was more young and Dynamic.2. Targeted the growing youth population, offered them bikes

instead of scooters.3. Changed the Logo of Bajaj, which had a more dynamic appeal.

Traditional Old Logo Dynamic Old Logo

4. Change in Communication

5. Change in Product Offering: (Bajaj old Product Line)

Strategic Decisions Taken for Activation of Brand Bajaj(Cont..)

• Bajaj New Product Line

CHALLENGES WHILE REVIVING A BRAND

• Understanding the market• Gathering intelligence• Understanding what you are selling• Managing the design process