bajaj auto limited

-TiTans

BAJAJ AUTO LIMITED

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INTRODUCTION

Indians Largest 2-wheeler and 3-wheeler Company

Bajaj Group founded in 1926 by Sh. Ganshyam Das 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)

Two Wheelers

Entry Level

Platina 100cc &

125 cc DTSiKristal DTSi

Mid Level

XCD 135 cc DTSi

Discover 100cc &

135 cc DTSi

Peformance

Pulsar 150, 180, 200 & 220 cc DTSi

Avenger 200 DTSi

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PRODUCT PORTFOLIO (3-WHEELER)

Three wheelers

Passenger Carrier

RE - 2 stroke, Diesel & CNG

RE - 4 strokeDiesel & CNG

Goods Carrier

GC Max - Diesel & CNG

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PRODUCT LIFE CYCLE

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BCG MATRIX

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BAJAJ PULSAR

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

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KEY COMPETITORS

Apache (TVS) Hunk (Hero Honda ) Karizima (Hero Honda

) CBZ (Hero Honda ) Fz-16 (Yamaha)

Apache

CBZ

Fz-16Karizima

Hunk

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Brand Positioning Statement

“DEFiNiTELY MALE”

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BAJAJ DISCOVER

Launched in 2004 Highest selling 125

cc bike in India Comes in 100cc and

135 cc variants Tag line “Last

Temptation “ Only Brand to have

a Brand Ambassador

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POSITIONING : DISCOVER

Style with Performance

Positioned as a fuel efficient bike.

Discover – a bike for each segment of people.

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100 cc

• CD Dawn

• Splendor• Start

City• Passion

Plus

125 cc

• Super Splendor

• Glamour • Flame

135 cc

• Glamour• Ambition

DISCOVER COMPETITORS

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A man can resist anything but Temptation

Brand Positioning Statement

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PASSENGER VEHICLE (RE )

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

No Evident promotional campaign.

Strong pan India presence.

Strong Supply chain.

“ Monopoly “

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RE COMPETITORS

TVS Mahindra & Mahindra Piaggio

TVS

Mahindra & Mahindra

Piaggio

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EVOLUTION OF BAJAJ AUTO - 90’S

Brand Image : HAMARA BAJAJ Flagship Brand : Chetak

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BLEEDING OF HAMARA BAJAJ

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LOOSING MARKET SHARE

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REBRANDING OF HAMARA BAJAJ

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THE FLYING

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AD CAMPAIGNS AT VARIOUS STAGES

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FUTURE

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RECOMMENDATIONS 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 terms.