Bajaj Auto Limited

-TiTans’
Flow

12/10/09
 Introduction
 Product Portfolio

 Pulsar

 Discover

 RE-Rickshaw

 Evolution

 Future

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Introduction

12/10/09
 Indians Largest 2-wheeler and 3-wheeler
Company
 Bajaj Group founded in 1926 by Sh. Jamna Lal
Bajaj
 Bajaj Auto started on Nov 29 , 1945 as M/s
Bachraj Trading Corporation ltd.
 Net Sales worth Rs. 88.11 Bn

 Production capacity 3.96 Mn per year

 Has tie up with many international players

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Product Portfolio ( 2-Wheeler)

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Product Portfolio (3-Wheeler)

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Product Life Cycle

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Market share

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Bajaj Portfolio

12/10/09
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International Presence

12/10/09
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Bajaj Pulsar

12/10/09
 Launched in 2001
 Pulsar is the leader in
the 150 cc +
segment in India
 Market share of 43%

 Tag Line : “Definitely

Male “
 Comes in 180 , 200 ,
220 variant

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Positioning : Pulsar

12/10/09
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Key Competitors

12/10/09
 Apache (TVS)
 Hunk (Hero Honda )

 Karizima (Hero Honda )

 CBZ (Hero Honda )

 Fz-16 (Yamaha)

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Brand  Positioning  
Statement 

“DEFiNiTELY
MALE”
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Bajaj Discover

12/10/09
 Launched in 2004
 Highest selling 125 cc
bike in India
 Comes in 100cc and
135 cc variants
 Tag line “Last
Temptation “
 “Ek Litre main Bharat
Dekho “
 Only Brand to have a
Brand
Ambassador 15
Positioning : Discover

12/10/09
 Style with
Performance


 Positioned as a fuel
efficient bike.


 Discover – a bike for

each segment of
people.


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DISCOVER COMPETITORS

12/10/09
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 12/10/09
Brand  Positioning  
Statement 

A man can resist anything but

Temptation 18
Passenger Vehicle (RE )

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 First launched in
1977
 Known as Tuk-Tuk.

 Dominant in
Domestic Market
 Market Share 63%

 Strong presence in
International Market
 Also Present in an
Eco-Friendly Variant
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Positioning : RE - Rickshaw

12/10/09
 No Evident promotional
campaign.
 Strong pan India
presence.
 Strong Supply chain.

“ Monopoly “ 20
RE Competitors

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 TVS
 Mahindra & Mahindra

 Piaggio

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Evolution of Bajaj Auto - 90’s

12/10/09
 Brand Image : HAMARA BAJAJ
 Flagship Brand : Chetak

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Bleeding of Hamara Bajaj

12/10/09


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Loosing Market Share

12/10/09
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Rebranding of Hamara Bajaj

12/10/09
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The Flying

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bajaj com m ercial-1.m p4 27
 12/10/09
Who is this targeted to ????

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Future

12/10/09
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Recommendations

12/10/09
 Company should keep focusing on the fast growing
motorcycle segment.
 Strengthen its position in ungeared segment.
 Concentrate on JV’s for techno needs.
 Look to expand their base outside further. It
already had a strong presence in Africa and
South Asian Countries.
 Concentrate on Blue Ocean of Second hand Bike
Market .
 Aggressive Launch its new Low Cost Car.
 Focus on Easy Credit Lending - In the present
economical crisis, Bajaj can utilize its subsidiary,
Bajaj insurance in coming up with schemes that
will help consumers buy two wheelers on friendly 30
terms.
