1. 1. BAJAJ AUTO LIMITED
   • A
   • JOURNEY FROM
   • HAMARA BAJAJ
   • TO
   • DISTINCTLY AHEAD
2. 2. BACKGROUND
   • Founded in 1926 A.D. by Jamnalal Bajaj.
   • Initially known as Bachraj Trading Corporation Ltd., a trading company.
   • In mid-40s started as an importer of 2-&3-wheelers.
   • In 1959, secured a License from GoI to manufacture 2- & 3-wheelers.
   • In 1960 A.D. was renamed as BAL.
   • In 1960, started manufacturing & exports of motorscooters, motorcycles & automobiles.
3. 3. BAL & Indian 2-wheeler Mkt.
   • In 1959, secured license from GOI.
   • Indian industry plagued by License Raj.
   • BAL launched CHETAK its flagship scooter model in 1972.
4. 4. Hamara Bajaj
   • Positioned CHETAK brand with this ad campaign.
   • Core Values : Reliable & Trustworthy.
   • Campaign based on V-F-M products.
   • Ad campaign helped bajaj position CHETAK:
   • a geared model-scooter occuping near iconic status.
5. 5. Turning Point.Why?
   • BAL drastic declining of sales in 1990.
   • Main reasons cited:
   • Shift in Consumers Preference,
   • Recession,
   • Neglecting Customers
6. 6. Paradigm Shift
   • In 2000 BAL lost its No.1 position to HHL.
   • Geared Scooter Sales drop by 41% in 2001.
   • Growing popularity of Motorcycles.
   • Change in consumer preference,
   • from scooters to 4-stroke engine motorcycle.
   • Reoriented business: launched series of new motorcycle in market.
7. 7. Change in Communication Strategy:
8. 8. Inspiring Confidence
   • Launched a series of motorcycle in an attempt to capture market share.
   • In 2001, BAL showed slice of life situations of new age India.
   • Analyst felt that by 2004, BALs image had undergone considerable change.
   • But..
9. 9.
   • In spite of changing its focus & strategy from scooters to motorcycles BAL - MD felt that:
   • "Like Volkswagen Beetle, the product (Bajaj Chetak) had lost its relevance."Rajiv Bajaj, MD, Bajaj Auto Ltd., in January 2006.
   • "We believe it is not good enough to be better, it is important to be distinct.
   • Rajiv Bajaj, Managing Director, BAL.
   • This Lead to the strategy of
10. 10. Distinctly Ahead
    • BAL announced new corporate strategy in mid 2007.
    • USP Styling & Technology.
    • Repositioned itself aggressive & fast-paced.
    • Distinctly Ahead focused on 3-core values:
    • • • • Innovation, Speed & Perfection.
11. 11.
    • The ad featured pay-off line,
    • Alag Andaaz, Alag hai Khoj, Rakhe Aage, Hamari Soch.
    • Launched Bajaj Pulsar flagship brand- based on this strategy.
12. 12. Product Portfolio:
13. 13.
    • THANK YOU
    • PREPARED BY:
    • MR. TARUN PAL,
    • MBA (JUNE 07 09)
    • INSTITUTE OF BUSINESS STUDIES & RESEARCH,
    • CBD BELAPUR, NAVI MUMBAI.
    • EMAIL ID: tarun_bemba@zapakmail.com