Bajaj Auto ltd.

(Bajaj Pulsar)
presented by Rakesh Paswaan Ankit Panchal Shahnwaz Shurti Darshan Hiren Jani Dilbar Ujjwala

Trust builds quality Quality builds satisfaction. Satisfaction builds relationships Relationship builds trust

We believe in

A tradition of Trust

HISTORY : Bajaj Auto was founded in 1945. It is India's second largest two wheeler manufacturer and the world's 4th largest two and three-wheeler manufacturer. It is based in Pune. With plants in Akurdi and Chakan (Pune), Waluj and Pant nagar in Uttaranchal . Bajaj Auto manufactures and exports automobiles, scooters, motorcycles and the auto rickshaw Currently It holds a market share of 22% over all two wheeler industry and a phenomenon 71% share in125- 250 cc category.
It has a joint venture with Kawasaki and 31.72 % stake in Australian based company KTM

Vision
To attain world class Excellency by demonstrating Value added products to customers

Mission
Focus on value based manufacturing continual improvement total elimination of wastes pollution free & safe environment

Objective To cater the Market needs of transportation by providing 2 wheeler and 3

wheeler vehicles

Goal To catapult Bajaj auto as the countrys largest automobile company WHY bajaj auto
Proud Indian MNC Be at forefront of Technological Innovation World class manufacturing Employee friendly work practices Fair and Transparent Annual and Quarterly PMS Superior Quality of Life

Bajaj Marketing Strategy

Being the leading manufacturer of two and three wheelers market BAL(Bajaj Auto Ltd.) has been providing the best of the class models at competitive prices. Most of the Bajaj models come loaded with the latest features within the price band acceptable by the market. They regularly update the low price bikes with the latest features like disk-brakes, anti-skid technology and dual suspension etc. The initiation of BAJAJ into auto-finance through its company BAJAJ AUTO FINANCE LTD. (BAFL). It has been coming up with some very innovative offers like very little down payment and 0% interest loans.

Bajaj Marketing Strategy

Bajaj adopted different marketing strategies for different models, few of them are discussed as below: -

Boxer

Pulsar

Discover

ADVERTISING STRATEGY
Bajaj used to convey the feeling of Indianness in its ads. With a punch line Hamara Bajaj Bajaj drove into everybodys hearts and the title song of Naye Bharat Ki Naye Tasveer added a great value to its mobikes and scooters. But recently, its punch line i.e. Hamara Bajaj got converted to Inspiring Confidence
Bajaj is always known for its ads without well-known brand ambassadors

HAMARA BAJAJ

INSPIRING CONFIDENECE

DISTINCTLY AHEAD AD

Bajaj Positioning
An evolution from Humara Bajaj to Distinctly Ahead

Humara Bajaj Reliability &

Brand Tagline

Distinctly Ahead Innovation, Speed & Perfection Styling and Technology Pulsar

Trustworthiness
Value for Money products Chetak

Core Values

Campaign based on
Flagship product

Transformed its image from a scooter maker to a 2 wheeler maker Based on high technology and precision engineering Positioned as pioneer and not a follower Also had an Inspiring Confidence campaign before Distinctly Ahead Has tried to portray an international image with the globalize india campaign

Why Bajaj Pulsar?

Before the introduction of the Pulsar, the Indian motorcycle market trend was towards fuel efficient, small capacity motorcycles (that formed the 80-125 cc class). The launch and success of Hero Honda CBZ in 1999 showed that there was demand for performance bikes. Bajaj took the clue from there on and launched the Pulsar twins in India on November 24, 2001.

SEGMENT

youth bike with Sporty Looks High Capacity Supreme Performance Riding Comfort Young boys in the age 18-30 middle class The Bajaj Pulsar has been designed and styled as a mean masculine robust machine . Pulsar was initially targeted to 18-24 age group. The youth who wanted Highly powerful, stylish bikes, with good mileage & low maintenance.

TARGET GROUP

The No.1 Sports bike in India

POSITIONING

Marketing Mix ( 4 Ps)

Pulsar 135 LS RS. 57063

Pulsar 220 DTS-I RS. 78885

Pulsar 150 DTS-I RS. 65059

Pulsar 200 NS RS. 85000

Marketing Mix ( 4 Ps)

PLACE
Urban Area Rural Area Bajaj auto ramping up dealership

PROMOTION
On road promotion Sponsoring various events and TV programs Advertising through print and digital media

SWOT ANALYSIS OF BAJAJ PULSAR

Excellent brand name .High product quality . High performance, speed and pickup Mileage on a lower side due to focus on Power High cost in various variants

Strength

Weakness

Opportunity
Expansion in rural and tier-2 cities . Cost management thus reducing the price of the bike

Threats
New entrants Competitors Low cost bikes.

Future Strategy of BAJAJ AUTO

The company is developing all new breed of its Pulsar and Discover range of motorcycles which will be launched in the second half of the financial year.

Bajaj Auto will also launch Boxer, KTM Duke 125 or 200c in upcoming months
Beside this, he also mentioned that Bajaj Auto will launch its much awaited small car with the amazing price of 1,50,000 and 30 Km/liter by 2012

Bajaj Auto expects its market share to increase up to 40 50 % from current 27% in the domestic market
The company has plant in Maharashtra and has shipped around 1,000-2,000 bikes to the European market, where the Duke 125 has been launched at price of Euro 4,000. Bajaj auto owns 38.09% stake in Austria based KTM Company via Bajaj Autos 100% subsidiary Bajaj Auto International Holdings BV Netherlands. KTM is more important to the Bajaj Auto in order to enter markets like Brazil, Malaysia and Thailand where brands like Honda and Yamaha are already dominating and these markets are mature.