19-07-2013, 04:52 PM
Bajaj Auto- A Market Study
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About the company
Bajaj Auto is a major Indian vehicle manufacturer headed by Rahul Bajaj. It is based in Pune, Maharashtra, with plants in Chakan (Pune), Waluj (near Aurangabad) and Pantnagar (Uttaranchal). The oldest plant at Akurdi (Pune) now houses the R&D centre Ahead. Bajaj Auto makes and exports automobiles scooters, motorcycles and the auto rickshaw.
The Forbes Global 2000 list for the year 2005 ranked Bajaj Auto at 1,946, although it does not feature in the 2010 list.
Over the last decade, the company has successfully changed its image from a scooter manufacturer to a two wheeler manufacturer. Its product range encompasses scooterettes, scooters and motorcycles. Its real growth in numbers has come in the last four years after successful introduction of a few models in the motorcycle segment.
Bajaj Auto came into existence on 29 November 1945 as M/s Bachraj Trading Corporation Private Limited. It started off by selling imported two- and three-wheelers in India. In 1959, it obtained license from the Government of India to manufacture two- and three-wheelers and it went public in 1960. In 1970, it rolled out its 100,000th vehicle. In 1977, it managed to produce and sell 100,000 vehicles in a single financial year. In 1985, it started producing at Waluj near Aurangabad. In 1986, it managed to produce and sell 500,000 vehicles in a single financial year. In 1995, it rolled out its ten millionth vehicle and produced and sold one million vehicles in a year.
Product
Product name: Bajaj Discover
Brand name: Bajaj motors pvt ltd
Bajaj Discover was launched with 150cc engine upgrade. Bajaj Discover 150cc also 5 speed manual, air cooling type, 4 colors, 8L fuel tank and 121 kg. Mileage has been claimed up to 50 km per liter of gasoline. - 5 speed gear-box for superior performance.
Segmentation
BeforePulsarBajaj was just known for its scooter as its various attempts failed to pose a threat to the Hero Honda’s supremacy.
But Bajaj strategically placed Pulsar in the market against the CBZ in the 150cc segment.
Pulsar proved to be a land mark in reviving the fate and position of Bajaj thereby posing a threat to Hero Honda’s rule in Indian market.
USP of Pulsar wasn’t its performance but its advertising, targeting & positioning.
Targeting
Bajaj did all the right moves by targeting the youth and “He-bike”, and making Pulsar an inseparable attribute to Males.
Pulsar was Bajaj’s firstbike without Kawasaki label on it.
The bike’s orientation was towards being a macho and manly bike.
Positioning
Bajaj has positioned Pulsar in the “High Style High Price” segment along with Hero Honda Karizma, Hero Honda CBZ, Royal Enfield Bullet.
It also has positioned CT 100 in the “Low Style Low Price” segment along with Hero Honda Splendor, TVS Star City.
Advertising Strategy
Bajaj is always known for its outstanding ads over the period of time. Since its inception, Bajaj has come out with variety of ads and were always successful in their advertisements. Bajaj is always known for its ads without well-known brand ambassadors which is again a plus point to its cart as it saves a huge cost in terms of brand ambassadors unlike Hero Honda and TVS. Prior, Bajaj used to convey the feeling of ‘Indianness’ in its ads. With a punch line ‘Hamara Bajaj’ Bajaj drove into everybody’s hearts and the title song of ‘Naye Bharat Ki Naye Tasveer’ added a great value to its mobikes and scooters. A couple of years back, Bajaj introduced an advertisement which promoted all the different ranges it had, wherein they showed each product they had with a feeling of Indianness. Example: Eliminator passes-by a rangoli and drives slowly sideways without disturbing it. People on Boxer pass-by a temple and bend their head to give a little offering. Such ads revealing Indian culture had a great effect on Indians and Bajaj was successful in most of its ads. Recently, Bajaj changed its brand logo along with its punch line i.e. ‘Hamara Bajaj’ which got converted to ‘Inspiring Confidence’. The reason for this change as told by the company officials was to keep pace with the new technologies in the fast moving world. Even though it had changed its punch line, it didn’t have much effect on its brand image.