Marketing mix plan and consumer feedback for Bajaj Bikes

A

RESEARCH REPORT

ON

“Marketing Mix Plan & Consumer Feedback For

Bajaj Bikes”

MASTER OF BUSINESS ADMINISTRATION(U.P. Technical University, Lucknow)

2006-08

UNDER THE GUIDANCE OF Mr. Deepak Singh

(Lecturer)

Submitted to: Submitted by:Director, RBMI Ravindra Yadav Greater Noida M.B.A. 4th Sem

Roll No. 0621170043

Rakshpal Bahadur Management Institute

Greater Noida

DECLARATION

I declare that this research report on the topic “MARKETING MIX PLAN

&CONSUMER FEEDBACK FOR BAJAJ BIKES” is done for the Partial fulfilment

for the award of two-year degree course in Master Of Business Administration, from

RBMI, Greater Noida affiliate to U.P.Technical University, Lucknow.

This is my Own Work and is not submitted to any other University Or Institution to the

best of my knowledge.

Ravindra Yadav

Acknowledgment

To begin with, I must express my thanks to Mr. Deepak Singh, for guiding and helping

me through all the stages of the present project. He has been a constant source of

inspiration and encouragement — without which it would have been difficult to bring the

present project to a successful head.

Last but not the least, I would like to thank my faculty members and friends without

whose support and encouragement this project would not have seen the light of the day.

I do hope this project manages to shed some light on a new marketing approach, and it

will be appreciated by students, academics and professionals.

Ravindra Yadav

PREFACE

Management education talks of synchronizing the theoretical studies with practical

application in the most effective way. The training figure prominently in the course

curriculum as it imparts practical knowledge to the student aspiring to accomplish

professional insight. It actually gives a feel about what is happening in life and industry

around. It grooms an individual to find himself fit in the corporate world. Students

eventually come out with much confidence, knowledge and matured attitude and outlook.

In today’s competitive world, Marketing Research forms a key player. To me, it is an

orderly and insightful process of thinking about and planning for the market. This process

is applicable to more than just goods and services. I think that anything can be researched

– ideas, events, organization, place, personalities etc. and that motivated me to choose

this as a specialized subject. This particular process starts with entering deep inside the

relevant market place to understand its dynamics and to identify opportunities to meet the

felt or infelt needs.

INDEX

1. ACKNOWLEDGEMENT

2. EXECUTIVE SUMMARY

3. COMPANY PROFILE AND INTRODUCTION

4. OBJECTIVE

5. RESEARCH METHODOLOGY

MARKETING MIX PLAN

Segmentation

Targeting

Positioning

Product

Price

Promotion

Place

6.DATA ANALYSIS AND INTERPRETATION

7.CONCLUSION

8.RECOMMENDATIONS

9.LIMITATIONS

10.SWOT ANALYSIS

11.BIBLIOGRAPHY

12. ANNEXURE

EXECUTIVE SUMMARY

EXECUTIVE SUMMARY

The project deals with the 4 p’s of marketing. The product

chosen for this project is Bajaj Pulsar of Bajaj Auto India

Ltd. The project has undergone following surveys:-

Company survey

Customer survey

Data analysis

Relevant information has been gather from company visit,

interacting with the company’s marketing manager and area

sales manager concerned. Customer survey also helped us

to find the exact image in the mind of the customer, its

value and it preference rates in comparison to other

products. Data’s analysis are collected from web-site and

analysis were made on the following datas. In accordance

the objective of the project was to study the product

characteristics in regard to its, price, place and promotion.

COMPANY PROFILE

&INTRODUCTION

CO.PROFILE & INTRODUCTION

The Bajaj group came into existence during the turmoil and

the heady euphoria of India’s freedom struggle. Jamnalal

Bajaj, founder of the Bajaj Group, was a confidante and

disciple of Mahatma Gandhi, and was deeply involved in the

effort for freedom. The integrity, dedication, resourcefulness

and determination to succeed which are characteristics of

the company today, are often traced back to its birth during

those long days of relentless devotion to a common cause.

Kamalnayan, the eldest son of Jamnalal Bajaj, succeeded his

father in 1942, at the age of twenty-seven. Putting the

Nation before business, he devoted himself to the latter only

after India achieved independence in 1947. But when he did

so, he put his heart and soul into it. Within a short while, he

not only consolidated the group, but also diversified into

various manufacturing activities, elevating the Group to the

status it enjoys till this day. Rahul Bajaj today heads the

group. He has been the Chief Executive Officer of Bajaj since

1968 and is recognized as one of the most outstanding

business leaders in India. As dynamic and ambitious as his

illustrious predecessors, he has been recognized for his

achievements at various national and international forums.

The Waluj plant inaugurated by the erstwhile President of

India Shri Giani Zail Singh. Bajaj is currently India’s largest

two and three-wheeler manufacturer and one of the biggest

in the world. Bajaj has long left behind its annual turnover of

Rs. 72 million (1968), to currently register an impressive

figure of Rs. 42.16 billion (US$ 936 million).

Company Philosophy:

We approach our responsibilities with ambition and

resourcefulness.

We organise ourselves for a transparent and harmonious

flow of work.

We respect sound theory and encourage creative

experimentation.

And we make our workplace a source of pride.

Company Believe In:

Transparency: a commitment that the business is

managed along transparent lines.

Fairness: to all stakeholders in the Company, but

especially to minority shareholders.

Disclosure: of all relevant financial and non-financial

information in an easily understood manner.

Supervision: of the Company’s activities by a

professionally competent and independent board of

directors.

Milestones:

Caliber motorcycle notches up 100,000 sales in record

time of 12 months.

June 7th- Kawasaki Caliber Roll out of Valuf- July 25th- Legend,

India’s first four-stroke scooter roll out of Akurdi. October

1998- Spirit launched. The Bajaj Super Excel is introduced

while Bajaj Celebrates sale of its ten millionth vehicle.

International marketing :

Based on our own brand of globalization, we have built out

distribution network over 60 countries worldwide and

multiplied our exports from 1 percent of total turnover in

Fiscal 1989-90 to over 5 percent in fiscal 1996-97. The

countries where our products have a large market are

Argentina, Colombia, Peru, Bangladesh, Sri Lanka, Italy,

Sweden, Germany, Iran and Egypt. Bajaj leads Colombia with

65 percent of the scooter market, in Uruguay with 30

percent of he motorcycle market and in Bangladesh with 95

percent of the three-wheeler market vehicle.

Other Information

One million vehicles were produced and sold in this

financial year.

Production commences at waluj, Aurangabad in record

time of 16 months.

Bajaj auto achieves production and sales of 100,000

vehicles in a single financial year.

Bajaj Auto rolls out its 100,000 the vehicle.

Bajaj Auto obtains license from the Government of India

to manufacture two and three-wheelers.

Research and Development:

Bajaj Auto has huge, extensive and very well-equipped

Research and Development wing geared to meet two

critical organisational goals: development of exciting new

products that anticipate and meet emerging customer

needs in India and abroad, and development of eco-

friendly automobile technologies. While the manpower

strength of the R & D represents cross-section of in-depth

design and engineering expertise, the company has also

been investing heavily in the latest, sophisticated

technologies to scale down product development lifecycles

and enhance testing capabilities. Bajaj Auto R & D also

enjoys access to the specialized expertise of leading

international design and automobile engineering

companies working in specific areas.

TWO- WHEELERS MARKET SHARE

The auto two-wheeler segment has been witnessing a

mixed trend in year 2004. During the first seven months, the

scooter volumes dipped and there was a sudden spurt in the

motorcycle sales. However there was some deviation from

this trend during October 2001 when the scooter sales

stated picking up due to launch of new variants by Bajaj Auto

Ltd., But on the whole the motorcycle market continued to

prop up domestic 2- Wheelers sales whereas scooters and

moped sales maintained their downward trend in fiscal 2004.

The sales of motorcycle segment remained buoyant in Dec

2001 and the major three players have reported an average

growth of 55% in their sales volumes. Bajaj Auto Ltd. Has

been the outperformed in the motorcycle segment followed

by Hero Honda Motors Ltd. And TVS Motor Company Ltd.

(formed after the break-off with Suzuki Motor Corporation,

Japan)With the whopping 85% growth in the motorcycle

sales Bajaj Auto Ltd. Is the second biggest manufacturer of

motorcycles.

The company’s recent indigenous launch in 4-stroke

segment viz.; the 150/180 cc ‘Pulsar’ has been the major

contributor to motorcycle sales alongwith its other popular

models such as Boxer ‘,’ Caliber Croma etc. the company is

also refocusing on scooter sales and has launched the 150cc

‘Legend NXT2’ and 4-stroke version of ‘Chetak’ recently. BAL

aims to reach a target of 0.6 million units by the end of fiscal

2004.

Hero Honda has posted a negative sales growth of

8.75% from last month November 2003 which is attributed

to lower registrations for new purchases by the customers in

the last month of the year. With the rising rural demand the

company is optimistic of reaching the sales target of 1.4

million units for the financial year ending March 2004-05.

OBJECTIVES

OBJECTIVES

1. To study the general business environment & history of

Bajaj Auto Ltd.

2. Comparing Bajaj Bikes share in market to Hero Honda &

TVs Suzuki Bikes.

3. Analysis of the (Bajaj Bikes) products, pricing,

promotion & distribution strategies.

4. SWOT Analysis of the strategy adopted.

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

Research in common parlance refers to a search for

knowledge. The purpose of research is to discover answers

to questions though the application of scientific procedures.

In short research is art of scientific investigation.

Research methodology refers to the tools and methods

used for obtaining information for the purpose of the subject

under study.

The methodology followed for the purpose of finding

customers response was Random sample survey.

Sample Size: 200 people

Professionals 50 Students 80 Govt.Employees 35 Business man 35

DATA SOURCES

The data was collected from primary as well as secondary

sources.

The primary data was collected through interviews with

the managers and trainee sales officer.

Secondary data was collected from articles in various

magazines and newspapers and web sites.

RESEARCH APPROACH

The approach adopted was a survey with the customers

visiting the show room. Company’s servicing centre of

Gorakhpur and interview session with the agency’s Assistant

Sales manager.

RESEARCH INSTRUMENT

The research instrument used was a questionnaire.

SAMPLING PLAN

Sampling Unit:

1. It constituted of people in the age group of 18 and

above.

2. Income group of 10,000 and above per month.

Sampling Procedure:

The sampling procedure adopted was convenience sampling

because of the wide scope of the project.

MARKETING MIX

PLAN

SEGMENTATION

Demographic Segmentation:

Income: Our customer survey indicates that the

segments available for the Bajaj motor bike are the

people with monthly income of Rs. 10,000 and above.

Age: The main segmented group for the motorcycle are

18 years and above.

Occupation: All kinds of people are taken into account.

Students, professionals, Govt. servants, etc.

Geographic Segmentation: The potential customers for

the Bajaj motor cycle are basically from every regions of

India.

Psychographic Segmentation: People purchasing Bajaj’s

bikes are very stylish, brand conscious.

Behavioral Segmentation: This segmentation is done

considering user status, benefit wise.

TARGETING

The proposed targeting people in the age group of 18

years and above with a monthly income of Rs. 10,000 and

above, who are adventurous, enthusiasts and socializing and

who are either students or retired individuals or may be

employed as professionals, government servants or having

their own business, but mostly male.

POSITIONING

The image that Bajaj creates in the mind of the customers is

the faith. The add shown by it says “HAMARA BAJAJ”. That

means it’s a member of the Indian family. It represents the

Indian culture and society.

PRODUCT

The product offers a service to the customers so as to

satisfy their need. The product provided the Bajaj suites the

Indian Roads. And the Indian Consumers have a perception

that the Bajaj provides Genuine products.

The product is perfectly designed and all the switch are

well placed, which provides a good riding condition.

The details of the various bikes provided by the Bajaj

are as follows:

1. Eliminator

2. Pulsar- 180

3. Pulsar-150

4. Caliber 115

5. Boxer AT

PULSAR -150

Pulsar

Specificati

on

Value

Engine Type 4 stroke

Cooling

TypeAir Cooled

Displaceme

nt143.90cc

No. of

Cylinders1

MaxPower 12bhp

Max Power

RPM8500rpm

Max Torque 10.8Nm

Max Torque 7500rpm

RPM

Ignition

TypeC.D.I

Carburettor Ucal-Mikuni(DH)

Transmissio

n Type5 Gears - All down

Clutch Type Lever operated(Left Hand)

Electrical

System12V

Head Light 35/35 W Clear Lens Type

Horn 12 V DC

Chassis

TypeTubular Double Craddle

Front

Suspension Telescopic

Rear

Suspension

Trailing arm with coaxial hydraulic shock absorbers

& coil springs 5 Step adjustable

Front Tyre

Size2.75 x 18 42P

Rear Tyre

Size3.00 X 18 4/6 PR

Front

BrakesDrum Brake 130mm or Hydraulic Disc Brake

Rear Brakes Drum Brake 130mm

Fuel Tank

Capacity18 litres

Reserve

Capacity3 litres

Wheel Base 1265mm

Saddle

Height 780mm

Kerb Weight 132kg

Maximum

Payload263kg

Max.Speed 100 kmph

PULSAR -180

Specificati

on Value

Engine

Type4 stroke

Cooling

TypeAir Cooled

Displaceme

nt178.60cc

No. of

Cylinders1

MaxPower 15bhp

Max Power

RPM8000rpm

Max Torque 13.2Nm

Max Torque

RPM6500rpm

Ignition

TypeC.D.I

Carburettor Mikuni(DJ)

Transmissio

n Type5 Gears- One down four up

Clutch Type Lever operated(Left Hand)

Electrical

System12V

Head Light 35/35 W Clear Lens Type

Horn 12 V DC 2 nos.

Chassis

TypeTubular Double Cradle

Front

Suspension Telescopic

Rear Trailing arm with coaxial hydraulic shock absorbers &

Suspension coil springs 5 Step adjustable

Front Tyre

Size2.75 x 18 42P

Rear Tyre

Size100/90 18 56P

Front

BrakesHydraulic Disc Brake

Rear Brakes Drum Brake - 130mm

Fuel Tank

Capacity18 litres

Reserve

Capacity3 litres

Wheel Base 1265mm

Saddle

Height 780mm

Kerb

Weight137kg

Maximum

Payload268kg

Max Speed 107kmph

Eliminator

Specification Value

Engine Type 4 stroke

Cooling Type Air Cooled

Displacement 173.9cc

No. of

Cylinders1

Compression

Ratio

MaxPower 15.2bhp

Max Power

RPM8500rpm

Max Torque 13.7Nm

Max Torque

RPM7500rpm

Ignition Type CDI Electronic

Carburettor Mikuni BSR30

Transmission

Type5 Speed

Clutch Type Wet multi-plate

Electrical

System12V AC/DC

Head Light 60/55W

Horn 12V

Chassis Type Double cradle

Front

Suspension Telescopic

Rear

Suspension

Trailing arm with coaxial hydraulic shock

absorbers and coil springs

Front Tyre Size 90/90-17

Rear Tyre Size 130/90-15

Front Brakes Disc

Rear Brakes Drum

Fuel Tank

Capacity14 litres

Reserve

Capacity2.5 litres

Wheel Base 1460mm

Ground

Clearance 165mm

Saddle Height  680mm

Minimum

Turning

Radius 

2.5m

Kerb Weight 157kg

Maximum

Payload130kg

Fuel Efficiency

(Ideal) kmpl

Fuel Efficiency

(Highway) Kmpl

Fuel Efficiency

(City) Kmpl

Max Speed 116kmph

Acceleration

Braking

Distance

CALIBER 115

Specification Value

Engine Type 4 stroke

Cooling Type Air Cooled

Displacement 111.6cc

No. of Cylinders 1

MaxPower 7.7bhp

Max Power RPM 7000rpm

Max Torque 0.83Nm

Max Torque RPM 6000rpm

Ignition Type C.D.I.

Carburettor Keihin PC 18 or Ucal-Mikuni VM18SH

Transmission Type 4 Speed Gear Box

Clutch Type Lever operated

Electrical System 12V AC/DC

Head Light 35/35

Horn 12V DC

Chassis Type Tubular Semi Double cradle

Front Suspension Long Telescopic

Rear Suspension 5-step adjustable

Front Tyre Size 2.75 x 18 Zapper

Rear Tyre Size 3.00 x 18 Zapper

Front Brakes 240 mm ventilated disc brakes

Rear Brakes 130 mm brake drum

Fuel Tank Capacity 14 litres

Reserve Capacity 3 litres

Wheel Base 1245mm

Saddle Height  780mm

Kerb Weight 120kg

Maximum Payload 246kg

Fuel Efficiency (City) 65kmpl

Max Speed 95 km/hr with single rider (68kg)kmph

KAWASAKI BOXER

Specification Value

Engine Type 4 stroke

Cooling Type Air Cooled

Displacement 99.35cc

No. of Cylinders 1

Compression

Ratio9.3

MaxPower 7.7bhp

Max Power RPM 8000rpm

Max Torque 0.71Nm

Max Torque RPM 6000rpm

Ignition Type CDI

Transmission 4-speed

Type

Electrical System 12 V AC/DC

Head Light 35 / 35 W

Horn 12V DC

Chassis Type Tubular semi- double cradle

Front Suspension Hydraulically damped Telescopic (travel

110 mm)

Rear Suspension Swing arm hydraulic shock absorber

with coaxial spring

Front Tyre Size 2.75 x 18 4PR

Rear Tyre Size 3.0 x 18 4PR/6PR

Front Brakes Shoe

Rear Brakes Shoe

Fuel Tank

Capacity12 litres

Reserve Capacity 2.8 litres

Wheel Base 1215mm

Ground Clearance  150mm

Saddle Height  780mm

Minimum Turning

Radius 1.86m

Kerb Weight 113kg

Maximum Payload 130kg

Fuel Efficiency

(Ideal) 91kmpl

Max Speed 95kmph

PRICES

Pricing is an important component of marketing mix of firm.

Determining the prices of different products of a firm is a

very difficult task of the marketing manager. Price denotes

money value of a product. It represents the amount of

money for which a product can be exchanged. In other

words, prices represents the money which the buyer pays to

the seller for a product price represents the exchange value

of goods and services in terms of money. Price is all around.

Price factor has very well been touched by the

manufactures. The manufactures (Bajaj) are charging very

comparatively cheaper prices then their competitors. The

pricing strategy of the company is very set. They price their

product according to the cost of production and also by

keeping an eye on the price of the competitors of that

segment & demand of the product in the market.

The pricing stratigies adopted by bajaj auto Ltd:

Competitive Pricing

The management of a firm decide to fix the price at the

competitive level. This method is adopted by bajaj auto

because the bike market is highly competitive.

THE PRICE LISTS OF THE VARIOUS BAJAJ BIKES

ARE AS FOLLOWS:

PRICE LIST FOR PULSAR 180

AS ON JAN. 2005

City Ex Show Room Price

(Rs.) †

On Road Price

(Rs.) †

GKP 58580 61780

PRICE LIST FOR PULSAR 150

As On Jan. 2005

City Variation

Ex Show

Room Price

(Rs.) †

On Road

Price (Rs.) †

GKP Base Model 55540 58740

PRICE LIST FOR ELIMINATOR

As On jan. 2005

City Ex Show Room Price

(Rs.) †

On Road Price

(Rs.) †

GKP 65650 70650

PRICE LIST FOR CALIBER 115

As On Jan. 2005

City Variation Ex Show Room

Price (Rs.) †

On Road

Price (Rs.) †

GKPBase Model with

Drum Brakes38470 41470

PRICE LIST FOR BOXER AT

AS ON JAN. 2005

City Ex Show Room Price

(Rs.) †

On Road Price

(Rs.) †

GKP 31400 34100

PROMOTION

Promotion is an important part of marketing mix of a

business enterprises. It is spark plug of the marketing mix.

Promotion is the process of communication with the

potential customer involving information, persuasion and

influence. It includes all types of personal or inpersonal

communication with customers as well as middleman in

distribution. The purpose of promotion is to inform,

persuade and influence the prospective customers. Personal

selling, advertising, publicity and sales promotion are widely

used to inform the people about the availability of product

and create among them the desire to buy the products.

The words of E.L. Brink and W.T. Kelly promotion is the

coordination of all seller initiated affords to setup channels of

information and persuasion to facilitated the sale of a

product or service or accepted of an idea.

The various promotional activities adopted by the Bajaj

Auto Company.

The company has 100crore rupees for its promotional

activities out of which 75% is sponsored by the company and

25% from the dealers.

They may sign a celebrity for its promotional activities

in recent futures.

The company provides six free services to its customers

in comparison to its competitors.

The company provides good services facilities to its

customers through dealer’s service station.

Dealers encourage its customers by giving discount,

providing 0% interest loan schemes, prices, coupons etc.

The various promotional activities adopted by

bajaj bikes are as follows

Credit & finance schemes

Free services to the consumers

Advertisements on Televisions, Newspapers,

Magazines

Road Shows

Free trials for the new consumers

Credit & Finance Schemes Provided By Bajaj

Bajaj provides schemes for

New vehicles

Used vehicles

LOOKING FOR A BRAND NEW BAJAJ

Bajaj Auto Finance Ltd offers the best deals on new Bajaj

vehicles. Check out Bajaj schemes for Motorcycles and Step.

They have a variety of schemes to suit your requirements.

These include:

Margin Money schemes

Advance EMI schemes

Low down-payment schemes

Security deposit linked schemes

0% Interest schemes

Contact the Bajaj Auto Finance Ltd office in your city to

know about the Special Schemes they announce from time

to time.

LOAN FOR USED VEHICLES

Not ready to invest in a new two-wheeler? We offer finance

options for used vehicles too.

We can also assist you by showing you some used

vehicles to choose from.

To take a look at these vehicles, contact the Bajaj

Auto Finance Ltd office in your city.

PLACE

There are about many regional offices located in major

cities through out the country.

There are more than 10,000 dealers through out the

country.

For the product distribution the company distributes its

products through authorized dealers.

The variety products are easily available in showrooms.

DATA ANALYSIS AND

INTERPRETATION

FINDINGS

Company:

Companies data shows that the company produces

approximately 1,11,000 vehicles per month. Out of which

they sells 60,000 motor cycles per month.

The company has more demand of its product in western

region.

The company has 21 regional offices throughout India out

of which 10 contains training centres.

The main objective of these offices is to pay emphasis to

human resource development and provide good services

to its customers.

Customer:

The results from customer survey are as follows:

1. Customers prefer because of their fuel efficiency.

2. Customers prefer because of their performance.

3. Customers prefer because they are value added

product.

4. Customers also prefer because they are stylish.

Surveyed made by different class wherein ; 39%students, 25%professionals,

18%Govt.employee and 18% Businessman.

75% People own bike whereas 25% don’t have any bike, of course some of

have scooters.

Herohonda is the first preference of thecustomers with 48%,whereas

bajaj28%,Suzuki 12%,Yamaha8%.

60% people are very much satisfied with the Bajaj bikes specially with the

Bajaj pulsar ,whereas 40% are not satisfied.

44% people likes it body built, whereas 22% like looks, 17% likes styles and 11% likes because of others features like Robustness, power, mileage, etc.

Word of mouth is the most affected media with 60%, whereas

television25%, print media5% and sellers effort 10%.

70% people says prices affect the consumer preferences, whereas 30 % people says it does not matter if quality of bike is best.

58% consumers prefer cash purchasing, whereas 42% people prefer through finance.Finance is the one most imp. Reason that increases the consumption of bikes.

CONCLUSION

CONCLUSION

Our findings reveals that there is a great amount of

market potential for bikes in Gorakhpur City.

The findings also reveals that it is a competitive market,

so the innovation theory is always appreciable.

As it is a speciality goods. So the customer needs time to

study the product as a whole in respect to its

performance, efficiency etc. so the staff should be well

trained.

The company should encourage more dealers who would

give more emphasis in services of the product. It will be

easy for the customers when required.

Above all the image of the product is that its is a “value

added product” and it has “value for money”. It

represents the Indian culture …………

Of course Hero honda has a great market share but after

coming pulsar in the market, it has been a great popular

bikes amongs youngsters.

Service centre is less in comparison toHerohonda service

centre.

Satisfaction level is very much with Bajaj Pulsar but other

class of Bajaj Bikes need more Improvement.

0% finance facility providing for customers is a good step

by company , it also helpful in increases market share of

Bajaj Bikes.

RECOMMENDATIONS

RECOMMENDATIONS

Mileage is the one factor that’s affect the consumer

preference with “Bajaj pulsar”. So company should be

think it ,to increase the mileage.

Service center is less, it is an other factor that customer

think, so no. of services centre should be increased.

Prices is little costly of bajaj pulsar, it should be less, then

it will helpful to increase the market share of Bajaj pulsar.

There should be less paper formality in purchasing by

finance.because it makes the lenthy process and consumer

frustration increased.

Techonology should be more improved .

Consumers are attractive towards different schemes, so

company should bring some attractive scheme.

Service after Sales is one major factor that retain the

consumers loyalty, so company should be more focused

on it.

A little changes is required in Bajaj pulsar, like size. Then

it will helpful to attract every class of customers.

LIMITATIONS

LIMITATIONS

1. The primary data collected is restricted to only one

company in Gorakhpur.

2. The secondary data is limited to the articles in

magazines, newspaper and web sites.

3. The responses to the customer questionnaire may have

been biased.

4. The responses to the industrial questionnaire may have

been biased.

SWOT ANALYSIS

SWOT ANALYSIS

Strength:

It is a specialty good.

It is a high involvement product.

It is a durable goods.

Well equipped and trained staff.

Easy availability of spare parts in the market

Weakness:

Regional office should be located in mid of Gorakhpur.

No promotional activities by celebrities.

Opportunity:

Since it is the second leading competitor it has chance to

grow.

High growth rate of the industry.

Encouragement of innovation theory.

Threat:

The main threat is from the leading competitor.

Entry of Foreign motors bikes in the market.

Threat of second hand motorcycles.

BIBLIOGRAPHY

BIBLIOGRAPHY

1.Articles from news papers and leading auto

magazines

(Times Of India, Hindustan Times, Auto India etc. )

2.Press releases of the company.

Business magazines (Business world) etc.

3.Web site of the company

www.Bajajauto.com

4.REFRENCES:

1.Research methodology by “C.K.KOTHARI”

2.Marketing management by “Philip kotler”

ANNEXURE

QUESTIONNAIRE

Name: ADDRESS:

Occupation: AGE:

Professional Govt. Servant

Student Business Man

Family Income:

Less than 10,000 10,000

More than 10,000

QUE.1.Do you have bike?

A . Yes B. No

QUE.2. If yes specify?

A . Hero Honda b. Bajaj C. Suzuki D. Yamaha

QUE.3. Are you satisfied with the Bajaj bike ?

A. Yes B. No

QUE.4.What physical features made you prefer BAJAJ

BIKES?

LOOKS

BODY BUILT

STYLE

ROBUSTNESS

ALL OF THEM

QUE.5: What media affected your preference the most?

QUE. 6: Did price affect your preference?

QUE. 7: What mode of payment did you prefer?

WORD OF MOUTH

TELEVISION

PRINT MEDIA

DEALER EFFORTSYES

NO

QUE.8.Do You want any modification in any bike ?

Comment__________________________________

CASH

FINANCE