Bajaj RE60 ppt

Bajaj RE60

A study on acceptability of RE-60 among rickshaw commuters

Overview• Cost effective• Most fuel-efficient vehicle on the

planet• Innovation in design and

functionality • Five years after Bajaj Auto

showcased its ‘small car’ at the 2008 Auto Expo

AIM

• To capture the attention of the ‘rickshaw’ market

• Cheap form of transport, both for private use and for hire

SCOPE

• Next potential rickshaw

• Affordable pricing

• Tapping the untapped

• Increasing demands from people and the nuisance of climate in recent times

Vehicle Summary• Name: RE60

• Car Type: Hatchback

• Top Speed: 70 Kmph

• Fuel Efficiency: 35 kmpl

• Price : Rs 1,10,000 to Rs 1,30,000/-

• ENGINE SPECIFICATIONS– Displacement: Four-valve DTSi– Engine Type: Petrol– 200 cc engine– Maximum Power: 20 Bhp

• OTHER SPECIFICATIONS– Seating Capacity: 4– Turning Radius: 3.50 mtrs– Steering: No Power Steering– Gears: 4 Manual – Weight: 400 kgs

Segmentation• Geographical Segment

• Based on income

• Psychographic segmentation

• Existing rickshaw drivers

Targeting

• Rickshaw Drivers

• Rickshaw Rentals

Positioning

• The modern rickshaw

• Environment friendly

• Safe transport

Marketing mix

• PRODUCT– Replacement for a 3 wheeler– Small in size and thus apt for the

Indian markets– Fuel efficient, lower emissions,

attractive design, upgraded features, safety & after sales services

– Parking space

• PRICE

– Affordable cost

– Pricing done between the 3 wheeler auto rickshaws and Tata Nano

• PLACE– Penetration into urban as well as rural

markets– Higher reach because of the already

existing dealerships and Bajaj showrooms

• PROMOTION– Exchange Policy– In Film Marketing

SWOT• STRENGTHS

– Brand Image– Cheap and environment friendly– Fuel efficient– Safer and more comfortable than

rickshaws

• Weakness– To convince potential buyers and rickshaw

drivers

• Opportunities– A huge segment and target of 5 million

existing rickshaw drivers– Available in 3 variants – Petrol, LPG and

CNG

• Threats– Tough competition– People’s mentality towards change

COMPARISIONFEATURES Bajaj RE60 Bajaj Rickshaw

Variants 3 2

Price Rs 1.1- 1.35 lakhs Rs 1.0-1.3 lakhs

Fuel efficiency 30-32 kmpl 20-22 kmpl

ENGINE

Displacement 200 cc 145.45 cc

Top speed 70 km/hr 60 km/hr

Proposed Marketing Strategies• Extensive marketing approach through TV

commercials & print media

• Tapping the rickshaw and taxi market through attractive exchange & finance schemes

• Test drive at gas stations

• Rickshaw race

Group membersName Roll

Murtaza Indorewala 67

Nirmal Desai 72

Sameer Siddiqui 84

Saurabh Shetge 88

Smruti Jadhav 105

Varsha Sukhramani 119