Top Banner
Bajaj Auto
21
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Page 1: Bajaj Auto

Bajaj Auto

Page 2: Bajaj Auto

Introduction

• The Bajaj Group is amongst the top 10 business houses in India.

• Bajaj Auto, is ranked as the world's fourth largest two- and three- wheeler manufacturer

• Bajaj Auto is well-known across several countries in Latin America, Africa, Middle East, South and South East Asia.

• Founded in 1926.

Page 3: Bajaj Auto

Operations

India• Registered office: Akurdi, Pune• Works: Akurdi, Pune• Bajaj Nagar, Waluj

Chakan Ind. Area, Chakan• Joint Venture: Kawasaki heavy industries of

Japan• Bajaj Auto has extensive network of Two wheelers, three

wheelers and service centre across India.• Bajaj Auto also has “Bajaj Probiking showrooms” for high end

bikes.

Page 4: Bajaj Auto

Abroad• Bajaj is present in over 50 countries all over the

globe• Dominant presence in Africa and Latin America

with increasing market share every year• Market leader in 2-wheelers in Sri Lanka,

Bangladesh , Colombia and Central America• 772,519 units exported in 2008-09, an increase

of over 25% over the previous year• Largest exporter of three wheelers in the world:

139,056 units exported in 2008-09

Page 5: Bajaj Auto

Logo

Symbolises letter B of Bajaj however the logo is similar to Volkswagon logo if rotated counter clockwise.

Page 6: Bajaj Auto

Tag Line

Distinctly Ahead

With new technology & stylish looking bikes Bajaj tries to keep itself ahead of its competitors with clear distinctions.

Page 7: Bajaj Auto

Product life cycle

Introductory stage (1945-1972)• Bajaj auto came in to existence in 1945 as Bachraj trading

corporation private ltd. • They started by importing two and three wheelers and selling it

in Indian market.• Bajaj auto got the license to produce two and three wheelers

from the government of India in 1959. • Bajaj tied up with Piagio vehicles an Italian two wheeler maker

in 1960 to produce scooters. • This tie up ended in 1971 and Bajaj auto started producing

geared scooters and launched CHETAK in 1972. So far Bajaj had managed to roll 100,000 vehicles.

Page 8: Bajaj Auto

Growth stage (1972-2000)• With hardly any competition Bajaj auto continued to grow

and its sale increased year after year. • In 1977,it produced and sold 100,000 vehicles in a single

financial year. • In 1991 Bajaj auto in tie up with Kawasaki motors of Japan

launched its first motorcycle 4s champion. • Facied competition with Hero Honda & Yamaha in the

motorcycle segment while Kinetic Honda (Indo-Japanese joint venture) and LML ltd. a Kanpur based company was giving it a tough competition in the scooters segment

• In 1998, Bajaj launched Caliber a 110cc bike to compete with Hero Honda splendour which was the market leader in the commuter bike segment.

Page 9: Bajaj Auto

Maturity Stage (2001- 2007)• Bajaj auto launched Pulsar a 150cc bike in the premium

segment to compete with CBZ of Hero Honda.• Pulsar soon became very popular and became the market

leader in less than a year time period.• In 2003 Bajaj launched an upgraded version of Pulsar that

was Pulsar DTS-i with twin spark plug and sold 107,115 bikes in a month.

• Bajaj auto also launched two new bikes Discover & Platina in 125cc & 110cc respectively in 2004 & 2006.

• In 2007 it launched Pulsar 220 DTS-Fi, its first semi sports bike. However Bajaj still remained no two in the two wheeler segment after Hero Honda.

Page 10: Bajaj Auto

Decline Stage (2008- )• With new launches from TVS motors and

Honda scooters & Motorcycles India Ltd. Bajaj started to lose it 2nd position.

• In April 2009, Bajaj auto dropped to no 4th in terms of sales in the two wheeler segment with just 75,000 units in a month.

• Bajaj recovered from this and managed to retain the second spot but Hero Honda is still the no one two wheeler maker by a large margin.

Page 11: Bajaj Auto

Marketing mix

Product• Pulsar• Discover• Avenger• Platina

PriceStarts from Rs. 37,500(ex-showroom) to Rs. 250,000

Page 12: Bajaj Auto

PlacesDistribution channel across India and around 50 countries all over the world.

Promotion• Bajaj uses all media channels like print, electronic outdoor for

promotion.• Bajaj also hold events like music & stunt shows

Page 13: Bajaj Auto

STP

• Segmentation: Two base models are segmented for rural part of India.High end models are segmented for urban part of India.

• Targeting: Bajaj targets youth in the urban part of with the performance bikes like Pulasr, Ninja and Avenger while with Discover and Platina Bajaj Auto aims to target youths in the rural India.

• Positioning: Bajaj auto has positioned itself as the maker of fuel efficient performance bikes which no other two wheeler makers offer.

Page 14: Bajaj Auto

Promotional Mix

• Ad agency of Bajaj Auto: Lowe

• PR activities: Stunt & music showsBiking trips

Page 15: Bajaj Auto

Different media used by Bajaj auto for advertising• Print• Radio• TV• Outdoor• Internet

Sales promotion techniques

• Offers free insurance• Easy loans with low down payment• Exchange with old two- wheelers

Page 16: Bajaj Auto

3 print advertisements

Page 17: Bajaj Auto
Page 18: Bajaj Auto
Page 19: Bajaj Auto

TVC’s

Page 20: Bajaj Auto
Page 21: Bajaj Auto

Thank You