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Annexure

Homework Title / No. : BAJAJ TEMPO Course Code: _MGT514Course Instructor: MR MANISH RAJPUT Course Tutor (if applicable) :

_____________

Date of Allotment : _____________________ Date of submission : 12/12/09

Students Roll No B(43) Section No. : S1901

Declaration:I declare that this assignment is my individual work. I have not

copied from any other students work or from any other source

except where due acknowledgment is made explicitly in the text,

nor has any part been written for me by another person.

Students SignatureAshutosh Kr Singh

Evaluators comments:

__________________________________________________________________

___

Marks obtained : ___________ out of ______________________

Content of Homework should start from this page only:

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Term paper

Of

MARKETING MANAGEMENT

Topic- BAJAJ TEMPO

Submitted to:- submitted by:-

MR MANISH RAJPUT ashutosh Kumar

Singh

Roll no-rs1901

b43

Reg no- 10906151

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Bajaj Auto Limited

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MARKETING PLAN

INDEX PAGE NO.

COMPANY DISCRIPTION

BUSINESS MISSION

MARKETING OBJECTIVE

SITUATION ANALYSIS

SWOT ANALYSIS

COMPITITORS

TECHNOLOGY

MARKETING STRATEGY

TARGET MARKET STRATEGY

MARKETING MIX

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PRODUCT

PRICE

DISTRIBUTION

PROMOTION

SUMMARY

END NOTES

Company Description

Bajaj Auto is a largest player ofIndianautomobile sector. It is the second largesttwo wheeler manufacturer in India and the 4th largest two- and three-wheelermaker In the world. the headquarters of Bajaj is in Pune, Maharashtra, and plantsare in Akurdi and Chakan (Pune), Waluj (nearAurangabad) and PantnagarinUttaranchal. Bajaj Auto mainely deales in two wheelers and three wheelers like,

motor scooters, motorcycles and the auto rickshaw. Bajaj Auto ranked 1946 in theForbes global 2000 list for the year 2005. in the last decade, Bajaj involved as ascooter manufacturer to a two wheeler manufacturer, but it changes Its image and

became as a giant of Indian automobile sector . its product range is not two largemain range are related to scooterettes, scooters and motorcycles. but Its real growthis due to its motorcycle segment after successful introduction of few models inthis segment since last four years.

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Rahul Bajaj is the chairman of the company .the total worth of the company ismore than US$1.5 billion. At present Indian automobile sector is count as the mostdiversified automobile sector in the world of the few Indian giant like TATA,BAJAJ & Mahindra & Mahindra .apart of this a large no. of multinational playerlike GM, Wolkeswagon, Nissan etc. create a tough competition in the Indianautomobile sector. . The Bajaj brand is well-known in over a dozen countries inEurope, South America, the US and Asia. The Bajaj Group comprises 27companies and its flagship company Bajaj Auto is ranked as the world's fourthlargest two- and three- wheeler manufacturer. Itis one among India's top tencompanies in terms of market capitalization and among the top five in terms ofannual turnover. company has become a market leader with annual production inexcess of 1.35 million units which was about 4000 units in 1961. These days, BajajAuto Ltd. has started offering products in all segments (mopeds & scooterettes,scooters, motorcycles, three wheelers).

Bajaj Auto established intoNovember 29, 1945 as M/s Bachraj TradingCorporation Private Limited. At that time, It started selling and importing two-and three-wheelers in India. it obtained license in 1959 from the Government ofIndia and started manufacturing of two- and three-wheelers and started itsmarketing in 1960. its 100,000th vehicle came into 1970. It produced and sold100,000 vehicles in a single financial year 1977. In 1985, it started producing atWaluj plant in Aurangabad started producing in1985. In 1986, it produced and sold500,000 vehicles in a single financial year. And also In 1995, it produced and sold1 million vehicles in a single financial year.

Product list of Bajaj auto

1960-1970 - Vespa 150 - Under the license of Piaggio of Italy

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1971 - three-wheeler goods carrier 1972 - Bajaj Chetek 1976 - Bajaj Super 1977 - Rear engine Auto rickshaw 1981 - Bajaj M-50 1986 - Bajaj M-80, Kawasaki Bajaj KB100 1990 - Bajaj Sunny 1991 - Kawasaki Bajaj 4S Champion 1994 - Bajaj Classic 1995 - Bajaj Super Excel 1997 - Kawasaki Bajaj Boxer, Rear Engine Diesel Auto rickshaw

1998 - Kawasaki Bajaj Caliber, Bajaj Legend, India's firstfour-stroke scooter, Bajaj Spirit

2000 - Bajaj Safire 2001 - Eliminator, Bajaj Pulsar 2003 - Caliber115, Bajaj Wind 125, Bajaj Pulsar 2004 - Bajaj CT 100, New Bajaj Chetek 4-stroke with Wonder Gear, Bajaj

Discover DTS-i

2005 - Bajaj Wave, Bajaj Avenger, Bajaj Discover 2006 - Bajaj Platina 2007 - Bajaj Pulsar-200 (Oil Cooled), Bajaj Kristal, Bajaj Pulsar 220 DTS-Fi

(Fuel Injection) , XCD 125 DTS-Si 2008 - Bajaj Discover135 DTS-i - sport (Upgrade of existing 135 model) 2009 - (January) Bajaj XCD 135 cc , Bajaj Pulsar 220 DTS-i , Bajaj

Discover 100 DTS-Si....^

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Product going to launch

Now the BAJAJ company is going to launch its Tempo to expand their corporation

in different to bikes. After success in bike industries it going to success in range of

tempo. It wants to success both side with it launches its bikes for youth but now it

launches tempo for middle and lower segment of Indian market who wants to

earning by own self. BAJAJ first time launches its tempo that combines advance

features like, self start, diesel & LPG version, modified engine with

German technology,The Body is so designed as to directly accept the engine,

gearbox, wheel assemblies, suspension springs etc. An ultramodern assembly

method is followed for assembly of the body & the aggregates for automated

underbelly assembly, Bajaj is going to launch its first version in three wheeler

segment so they are contract with a famous German company to take help in

making engine of the tempo, and its designing is by some Chinese engineers tomake it cheap and best, in the inner part of tempo seats are designing as you can

feel comfort with that. It launches its commercial version also like goods carrier

tempo, school monitor, shopping tempo to target a large no of consumer. The price

of the very low in compression to their competitors to target middle and lower

segment of the India.

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II Business Mission

BAJAJ wants to with its every product reducing marketing and sales cost by

eliminating markups of distributor and retailers and building to order reduced

inventory costs and risks retaining inventories. Its mission to launch BAJAJs

tempo to cover all areas of Indian market by providing best thing in low price.

BAJAJ tempo help to organization to perfectly connect their organization with

their customers, suppliers and create self dependency and employment in the

Indian market.

III Marketing Objective

If any ne w product or company is enter in to any new market then

there are some objectives. The first objective is that this product increase his profit

Second objective is increase his goodwill, or market share in the market. Third is

all the customers are aware about his product that is giving some extra feature

compares to other product. Their product satisfies the consumer need and wants.

Tips for launching a new product

It means birthing a new product or launching a new product in the market , so that

ever manger and marketing manger should have a knowledge about 5 tips related

to create a new brand in to a new market , because it is not easy to entering a new

product or a brand. And these five tips are a very important for launching a new

brand. Do something you love and do it with someone you trust. Do something you

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understand. Start with the end in mind. Protect your idea, invest in expert. Be ready

for unexpected.

IV Situation Analysis

Swot Analysis

Strength

Highly experienced management

Product design and development capability

Extensive R & D focus.

Widespread distribution network. High performance products across all categories.

High export to domestic sales ratio.

Great financial support network

High economies of scale

High economy of scope.

Weaknesses

It has not employed the excess cash for long.

Still has no established brand to match Hero Honda in comuter segment. Not a global player in spite of huge volumes.

Not a globally recognizable brand

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Threats

The competition catches-up any new innovation in no time

Threat of cheap imported motorcycles from China. Margins getting squeezed from both the directions (price as well as Cost)

TATA ace is a serious competition for the three wheeler cargo segment.

Opportunities:

Double-digit growth in two-wheeler market.

Untapped market above 180 cc in motorcycles.

More maturity and movement towards higher-end motorcycles.

The growing gearless trendy scooters and scooterette market.

Competitors

Competitors mean those who are competent with his product in the market. In the

market exist many type of competitors those are think new strategy which are

effect his product in market, every company try to be best in market and launched

his best product by which you get maximum profit in his business, and after that

you also satisfy his your customer and also his employees.

So that in the market present many type of competitors in tempo segment or sector,

like Tata Ace, force tempo, Mahindra and Mahindra,etc like in the market of

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tempo. The competitor of Tata Ace, and force tempo ,because these company

launch those product which are suet on the business and now Bajaj decide to

launching a commercial brand in market and these product are include shopping

tempo, school minidor segment , that is only for business purposes so in market

Tata and Force auto are main competitor because all these type of product belonging to those group is not too much compare to other but they want to

purchase a separate business device for his business, there main competitor are

create main problem because both are available in market at affordable price. So

while taking decision we carefully study about the competitors strategy in market.

Technical specification

If we are talking about technical specification then it is slightly different with its

competitors because for making a tempo they are going to contract with a German

automobile company for upgrading the engine capability & efficiency, and also

recruited some Chinese specialist to make his tempo cheap and best. It is also

much spacious than other tempo available in the market, in the words of technetion

this is the best tempo we ever made. Its features are self start, diesel & LPG

version, modified engine with German technology,The Body is so designed as to

directly accept the engine, gearbox, wheel assemblies, suspension

springs etc. An ultramodern assembly method is followed for assembly of the body

& the aggregates for automated underbelly assembly .

V Marketing Strategy

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Target Market Strategy

According to Bajaj the main target of his tempo are the middle & lower segment

of the Indian society segment and also all types of business, because it designs

according to the need of corporate world. Main other target of this brand is thatattract or shift to those group who have already large no. of consumer in food

industry like Burger king, MacDonald for its daily usage.

Once the firm has identical its market segment opportunity, it has to decide how

many and which once to target. Marketers are increasingly combining several

variables in an effort to identify smaller, better defined target group. While

selecting a target market a Bajaj consider main key criteria:

Measurable

Substantial

Accessible

Differentiable

Actionable

Marketing Mix

Product

Bajaj tempo is a product of Bajaj, now days a Bajaj decide producing a newproduct in the market because all of the competitors are already exist in tempo

segment so for the competiting them Bajaj decided to launch its tempo. Before

launching tempo it launched their product in Bike market.

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Tata and Force auto are main competitor because all these type of product

belonging to those group is not too much compare to other but they want to

purchase a separate business device for his business, there main competitor are

create main problem because both are available in market at affordable price. So

while taking decision we carefully study about the competitors strategy in market.Its features are self start, diesel & LPG version, modified engine with German

technology,The Body is so designed as to directly accept the engine, gearbox,

wheel assemblies, suspension springs etc. An ultramodern assembly method is

followed for assembly of the body & the aggregates for automated underbelly

assembly.

Place / Distribution

The main headquarter of Bajaj is in Pune. It is the most renowned company of

Indian economy after the Tata. It is providing safe and secure job place for people

to get employment opportunity and so that by trying this step Bajaj help to

maintaining and improving in Indian economy.

And distribution of good means moving the product from producer

to customer, so that many marketing intermediaries trying to fulfill this gap:

Time gap

Space gap

Quantity gap

Variety gap etc.

So that the Bajaj again chooses its distribution channel for different corporate. it

mean that a consumer can easily get the Bajaj tempo in his hometown in easy

stallment.

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Price

According to market situation Bajaj decide to make different model with different

prices also. Because Bajaj launch this tempo especially to those who belonging to

the middle & lower segment and also for them who wants to establish theirbusiness related to carrying goods.

So on the base of this situation prices are vary according to model

Commercial model Rs 280000

School minidore Rs 320000

Shopping tempo Rs 195000

Promotion

It means promote their product in the market with the help of marketing

promotional tool and these are following:

Samples ,coupons, cash refund offer , price pack , premium ( gift), frequency( use

in train, airplanes, ), free trail of product, product warranties and cross promotion,

large scale promotion in front of businesses also etc.

Major decision in promotion:

When we promote a new product in market then we take major decision for

promoting their product and these are following:

Establishing objective.

Selecting trade promotion tool.

Selecting consumer promotion tool.

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Selecting business and sale force promotion tools.

Develop the program.

Evaluation and pretesting.

So the Bajaj use different type of promotion strategy for promoting their product in

marketing. As always done by Bajaj to promote its product a huge amount is spent

by the Bajaj on advertising of that product.

Conclusion

In this case Bajaj want to enter in to new segment and that is tempo so it decide tolaunch a new product with new technology in market and there product name is

tempo India and create best deals with the masters of the automobile sector it is

slightly different with its competitors because for making a tempo they are going to

contract with a German automobile company for upgrading the engine capability &

efficiency, and also recruited some Chinese specialist to make his tempo cheap and

best. It is also much spacious than other tempo available in the market, in the

words of technetion this is the best tempo we ever made. Its features are self start,

diesel & LPG version, modified engine with German technology,The Body is so

designed as to directly accept the engine, gearbox, wheel assemblies, suspension

springs etc. An ultramodern assembly method is followed for assembly of the body

& the aggregates for automated underbelly assembly. However we are talking

about the competitors of the Bajaj tempo the main competitors are TATA Ace,

Force auto, Mahindra & Mahindra, but Bajaj adopt a different type strategy it

target the 75% of the market which is related to middle &lower segment of the

India. So we can conclude that Bajaj launching of the tempo will boost the

goodwill of the company in the market of India.

References

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http://forcemotors.com/html/productdetails.aspx?id=118&root=6

http://www.google.co.in/search?

hl=en&source=hp&q=force+motors&meta=&aq=1&oq=force+

http://www.google.co.in/search?

hl=en&source=hp&q=bajaj+auto&meta=&aq=2&oq=bajaj

http://www.google.co.in/search?

hl=en&source=hp&q=bajaj+auto+ltd&btnG=Google+Search&meta=&aq=f

&oq=

http://www.google.co.in/search?

hl=en&source=hp&q=bajaj+wikipedia&btnG=Google+Search&meta=&aq=

f&oq=

Photo Gallery

Minidor Demo Carrier Minidor Soft Drinks Carrier Minidor Gas Cyl Carrier

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Minidor Tipper Minidor Ambulance

Minidor 2

Wh Demo Vehicle

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