bajaj auto by amritraj d bangera
TRANSCRIPT
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IntroductionIntroduction
Bajaj Auto is a major India Automobile manufacturer. It is India's largest
and the world's 4th largest two- and three-wheeler maker. It is based in
Pune, Maharashtra, with plants in Akurdi and Chakan (near Pune), Waluj
and Patnagar in Uttaranchal. Bajaj Auto makes and exports motor scooters,
motorcycles and the auto rickshaw.
Over the last decade, the company has successfully changed its image from
a scooter manufacturer to a two wheeler (Motorbike) manufacturer. Its
product range encompasses 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.
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Key playersinthe IndianKey playersinthe Indian
auto
industr
yauto
industr
y -- Two
wh
eelers
Two
wh
eelers
The largest 2 wheeler manufacturer in the world and 1st in
India
The 2nd largest 2- wheeler manufacturer in India.
The third largest 2 wheeler manufacturer in India.
Has recently entered the Indian market through its directsubsidiary ( in addition to its JV Hero Honda)
Has recently entered the Indian market through its direct
subsidiary.
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HISTORYHISTORY
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FounderFounder
Founded in 1926 by Jamnalal Bajaj.
At the height of India's movement for
independence from the British, the group
has an illustrious history.
His son, Kamalnayan Bajaj, then 27, took
over the reins of business in 1942.
SriSri J mn l lJ mn l l B j jB j j
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SuccessorSuccessor
Bajaj Auto came into existence on
November 29, 1945 as M/s Bachraj
Trading Corporation Private Limited.
It was only after Independence in
1947, that he was able to give his full
attention to the business.
Kamalnayan Bajaj not only
consolidated the group, but also
diversified into various manufacturing
activities
SriSri m ln nm ln n B j jB j j
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Present LeaderPresent Leader
The present Chairman of the group,
Rahul Bajaj, took charge of the business
in 1965.
Under his leadership, the turnover of the
Bajaj Auto the flagship company has
gone up from Rs.72 million to Rs.46.16
billion (USD 936 million).
Its product portfolio has expanded from
one to many and the brand has found a
global market.SriSri RahulRahul ajajajaj
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PRODUCTPRODUCT
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Timeline ofProductTimeline ofProduct
1960-1970 - Vespa 150
1971 - three-wheeler goods carrier
1972 - Bajaj Chetak
1976 - Bajaj Super
1977 - Bajaj Priya
1981 - Bajaj M-50
1986 - Bajaj M-80, Kawasaki Bajaj
KB100, Kawasaki Bajaj kb135,
1990 - Bajaj Sunny
1991 - Kawasaki Bajaj 4S Champion
1994 - Bajaj Classic
1995 - Bajaj Super Excel
1997 - Kawasaki Bajaj Boxer
1998 - Kawasaki Bajaj Caliber, Bajaj
Legend, India's first four-stroke scooter,
Bajaj Spirit, Pulsar 180 DTS-i UG IV,
Bajaj Pulsar 220 DTS-i, Bajaj Discover
100 DTS-Si
2000 - Bajaj Saffire
2001 - Eliminator, Bajaj Pulsar
2003 - Caliber115, Bajaj Wind 125, Bajaj
Pulsar
2004 - Bajaj CT 100, New Bajaj Chetak 4-
stroke with Wonder Gear, Bajaj DiscoverDTS-i
2005 - Bajaj Wave, Bajaj Avenger, Bajaj
Discover
2006 - Bajaj Platina
2007 - Bajaj Pulsar-200 (Oil Cooled),
Bajaj Kristal, Bajaj Pulsar 220 DTS-Fi(Fuel Injection) , XCD 125 DTS-Si
2008 - Bajaj Discover 135 DTS-i - sport
(Upgrade of existing 135cc model)
2009 - Bajaj Pulsar 135, Bajaj XCD
135 cc , Bajaj Pulsar 150 DTS-i UG IV,
Bajaj
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Bajaj VespaBajaj Vespa
Piaggio first licensed the
production of Vespa
scooters in India to Bajaj
Auto in the 1960s.
In 1971, Piaggio's license
was not renewed as a part of
Indira Gandhi's privatization
programs.
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BajajBajaj ChetakChetak
After the collaboration ended,
Bajaj continued to produce
scooters of its own design, namely
the Chetak, using design and
engineering cues it had gleanedfrom the earlier affiliation.
The Bajaj Chetak was a popular
Indian-made motor scooter
produced by the Bajaj Auto
company.
The Chetak is named after
Chetak, the legendary horse of
Indian warrior Rana Pratap Singh.
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PresentProductPortfolioPresentProductPortfolio
Two Wheelers
Low price segment
Platina 100cc &
125 cc DTSi
Kristal DTSi
Mid price segment
XCD 135 cc DTSi
Discover 100cc
& 135 cc DTSi
Performance
Pulsar 135, 150, 180,
200 & 220 ccDTSi
Avenger 200
DTSi
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Bajaj Pulsar 220Bajaj Pulsar 220
The Bajaj has claimed its
Pulsar 220 as the Fastest
Indian.
The new 220 has improvedon power from 20BHP to
21BHP.
The Engine is tuned to give
an improvement in the top
speed, which is now
144KMPH.
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Bajaj DiscoverBajaj Discover
A 100cc version waslaunched in 2009 with a dts-si engine.
The bike returns 89 kmpl
and has sold 5 lakh units in200 days since its launch.
After the success of thediscover 100,Bajaj launcheda 150cc version for Rs.46000 and stopped
production of the 135ccvariant
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Bajaj AvengerBajaj Avenger
The Avenger features amodified engine of Pulsar200, delivering 0.5 bhp
power and 0.4 kgfm (4Nm) torque less than thePulsar.
The bike has a top speed of114 km/h and does the 060 km/h in 5.18 seconds and0-100 km/h in 20.03
seconds. On July 26, 2010, Bajaj
Launched the 220cc versionof Bajaj Avenger.
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BajajBajaj PlatinaPlatina
The engine of Platina is
from another 100 cc bike
from Bajaj, the Bajaj CT
100.
The bike is capable of a top
speed of around 91 km/h
and does 060 km/h in 8.5
seconds.
In city traffic the bikereturns 62 kmpl.
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Bajaj XCDBajaj XCD
Bajaj has claimed that withthe digital twin spark swirlinduction technology.
The bike is capable of
giving a mileage of 109kmpl, but at least one thirdparty reviews report ahighway mileage of around82 kmpl, with city mileage
being 64 kmpl.
The bike has a top speed ofaround 94 km/h and does 0-60 km/h in around 8seconds.
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Bajaj Pulsar 135Bajaj Pulsar 135
Bajaj Auto is now taking
Pulsar to the executive
segment with a 135 cc
variant.
The company is already the
market leader in this
segment with 38 per cent
share with Discover and
XCD. Pulsar 135 LS is expected to
cement its position further
in this category.
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Bajaj KristalBajaj Kristal
The Bajaj Kristal is a
scooterette produced and
sold in India.
This is again anotherscooterette from Bajaj Auto.
Engine capacity of 95 cc
Top speed 70 km/h (43
mph)
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PRICEPRICE
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Top selling segmentTop selling segment
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Price listPrice list
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SSales Dataales Data
Dom
estic
Dom
estic M
arke
tMa
rke
t
Discover & Platina
48%
Pulsar 28%
3 Wheeler
16%
Others 8%
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PLACEPLACE
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Global and NationalGlobal and National
Bajaj has distribution channel in over 50 countries all over theglobe and across India.
Dominant presence in Africa and Latin America withincreasing market share every year.
Market leader in 2 wheelers in Sri Lanka, Bangladesh,Colombia and Central America.
772,519 units exported in 2008-09, an increase of over 25%over the previous year.
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Global and NationalGlobal and National
Bajaj Auto has extensive network of Two wheelers, three
wheelers and service centre across India.
Bajaj Auto also has Bajaj Probiking showrooms for high end
bikes.
Largest exporter of three wheelers in the world: 139,056 units
exported in 2008-09.
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SS--TT--PP
Segmentation: Two base models are segmented for rural partof India. High end models are segmented for urban part ofIndia.
Targeting: Bajaj targets youth in the urban part with theperformance bikes like Pulsar, XCD and Avenger, while withDiscover and Platina Bajaj Auto aims to target youths in therural India.
Positioning: Bajaj auto has positioned itself as the maker offuel efficient performance bikes which no other two wheelermakers offer.
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PROMOTIONPROMOTION
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PromotionthroughPromotionthrough
shows and eventshows and event
Bajaj uses all media channels like print, electronicoutdoor for promotion.
Public Relation activities:
Stunt & music shows
Biking trips
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DifferentmediaDifferentmedia
Different media used by Bajaj auto for advertising
Print
Radio
TV Outdoor
Internet
Sales promotion techniques
Offers free insurance
Easy loans with low down payment
Exchange with old two- wheelers
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IMAGE & BRANDIMAGE & BRAND
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2004
2007
The TransitionThe Transition
Hamara Bajaj
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NEW PRODUCTNEW PRODUCT
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BAJAJ ULCBAJAJ ULC
New-to-the-worldproducts
New product lines
Additions to existingproduct lines
Improvements andrevisions of existing
products Repositioning
Cost reductions
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HighlightHighlight
Bajaj is building this car with Renault and Nissan Motor.
Expected fuel efficiency of the Bajaj Lite is 30 kmpl. That is
higher than the rumoured fuel efficiency of the Tata small carwhich is 25 kmpl.
Tata small car is worth Rs 1.25 lakhs - when it is out on the
streets.
The Bajaj Lite concept will offer a petrol and a diesel engine.
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HighlightHighlight
According to Baja Auto, the car will have a transmission
which is unique in that it won't be an automatic transmission
or a geared vehicle but something in between.
Discussions are going on with Renault for mass production of
the Bajaj car.
The price which Renault is targeting for the small car is $
3000, which translates to Rs.1,17,000 at current exchange
rates. But this is just a figure - production costs and exchange
rates both could change massively by the time the car is ready
for production.
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SWOT AnalysisSWOT Analysis
First car fromBAJAJ
No previous reports
Company rival
Not sure to hit inrural and semi-urban areas
Large market forselling
Awareness in themarket
First car inreasonable price
Can hit in globalmarket
Brand name BAJAJ
Cost price low
Fuel efficient
Safe
STRENGTHSTRENGTH OPPORTUNITIESOPPORTUNITIES
WEAKNESSWEAKNESSTHREATSTHREATS
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AWARDSAWARDS
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AwardsAwards
Bajaj Pulsar DTS-Fi - Bike of the Year 2007 CNBC-
TV18 Autocar Auto Awards
Bajaj Platina 100cc - Bike of the Year2007 NDTV
Profit Bike India
Mr. Rajiv Bajaj - Man of the year 2005 2005 Autocar
Professional
Mr. Rajiv Bajaj - Automotive Man of the year 2005Bike India & NDTV India
Bikemaker of the Year 2006-07 Overdrive Awards
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AwardsAwards
Bike Manufacturer of the Year 2006-07 NDTV Profit
Bike India
In 2006-07, Chakan Plant Super Platinum Award for
Manufacturing Excellence by Frost and Sullivan.
Jindal Stainless Innovation Award in 2004.
BW-NID Design Excellence Award. Bajaj Auto
Website bagged the Best Digital Media DesignAwards - 2004.
The Economic times with Avaya Global Connect has
instituted the Customers Responsiveness Award -
2005
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