A Project Report On

The study of Bajaj Auto Ltd. For identifying

competitive market strategy for a market leader.

Interim report
Under the guidance of
Ms. Priya Xavier

Submitted by: -

Richa Namdeo (3510910646)

Ritesh Kumar (3510910649)
Rohit Kumar (3510910654)
Rupak Raj (3510910657)
Rupesh Kumar (3510910658)
Sakshi (3510910668)
Santosh Kumar Singh (3510910687)

DEPARTMENT OF MANAGEMENT
S.R.M. School of Management,
Kattankulathur
 DECLARATION

We, Richa Namdeo, Ritesh Kumar, Rohit Kumar Sinha, Rupak Raj, Rupesh Kumar,Sakshi,
Santosh Kumar Singh hereby declare that this project report is the record of authentic work
carried out by us and has not been submitted to any other University or Institute for the award
of any degree / diploma or other purpose.

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 INDEX
BAJAJ AUTO LTD.:-

CHAPTERS PAGE NO

1. Objectives 4
2. Company Profile 5

3. Introduction 15

4. Research Methodology 16

5. Findings 24

6. Conclusion 25

7. Recommendations 26

8. Bibliography 27

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 OBJECTIVES

To evaluate and study the market leadership of brand Bajaj Auto ltd. in Indian
Automobile industry having a healthy competitive market.

• How the company get started and when.

• We will get whole knowledge of products launched by Bajaj.

• It will also give the knowledge of product quality and services provided to the
customers.

• It will also provide knowledge that why company is superior to any other brand in the
market.

• We will also know that what are the super marketing policy of the company and how it
is known as market leader.

• It will help us to know about the management skill of the company.

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 COMPANY PROFILE

Bajaj Auto Ltd. is one of the india’s largest market research and market
information group. Bajaj is the largest provider of custom market research and
customer products to the indian market.
The company headquarter in Akurdi, Pune 411 035, with large number of employees in
different states and contries. It also covers a huge area in the indian stock market.
It specializes in eight market sectors:

− Automotive;
− Consumer;
− Finance;
− Healthcare;
− insurance;
− Electronics
− Home Appliances
− Cosmetics
− Within these market sectors, Bajaj claims its main areas of expertise
are:
− Audience Measurement;
− Consumer Access Panels;
− Brand and Communications (including market segmentation and
positioning, advertising and customer commitment);
− Custom Research; Interactive Research;
− Media Intelligence;
− Product Development and Innovation;
− Retail and Shopper;
− Stakeholder Management (Customer and Employee Satisfaction).

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 HISTORY OF BAJAJ

It has started in year 1945. The company has a network of 485 dealers and over 1,600
authorized service centers and 171 exclusive three-wheeler dealers spread across the country.
Around 3,750 rural outlets have been created in towns with population of 25,000 and below.
The current dealer network is servicing these outlets.

Bajaj is convinced that the real impetus of future two-wheeler growth will come from up-
country rural India. Bajaj Auto has defined specialist dealerships for rural markets, called
'Rural Dealerships’. Thirteen new rural dealers became operational till the date.

Bajaj Auto has a technical tie-up with Kawasaki Heavy Industries of Japan to produce a range
of the latest, state-of-art two-wheelers in India. Since the tie-up in 1986, Bajaj Auto has
launched KB100, KB RTZ, KB125, 4S, 4S Champion, Boxer, Caliber, Caliber115, Wind125
and India's first real cruiser bike, the Kawasaki Bajaj Eliminator.

A Fortune 500 company with a turnover of USD 10 billion (Rs. 45,840 crore), Kawasaki
Heavy Industries has crafted new technologies for over a hundred years. These technologies
have redefined space systems, aircrafts, jet engines, ships, locomotive, energy plants,
construction machinery, and automation systems, apart from a range of high quality, high
reliability two-wheelers.

Kawasaki has given the world its legendary series of 600-1200cc Ninja and 1600 Vulcan bikes.
Straight from Kawasaki design boards, the Kawasaki Bajaj Eliminator redefines the pleasure of
"biking" in looks as well as performance. But now company has been parted with Kawasaki
and has been running alone in the market successfully.

Bajaj has identified a segment of customers 'Probikers', who are knowledgeable, appreciative of
contemporary technology, they are trendsetters and very choosy about what they ride. Hence, Probikers
need to be addressed in a meaningful way that goes beyond the product. Bajaj Auto is in the process of
setting up a chain of retail stores across the country exclusively for high-end, performance bikes. These
stores are called “Bajaj Probiking". Eleven such stores have been opened, viz in Pune, Nashik,
Ahmedabad, Chennai, Hyderabad, Kolkata, Navi Mumbai, Chandigarh, New Delhi, Faridabad and
Mangalore.

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1948-1970
• Sales in India commence by importing two- and three-wheelers.
• Bajaj Auto obtains licensee from the Government of India to manufacture two- and
three-wheelers.

• Bajaj Auto becomes a public limited company. Bhoomi Poojan of Akurdi Plant.

• Bajaj Auto rolls out its 100,000th vehicle.

1971-1981
• The three-wheeler goods carrier is introduced.

• The Bajaj Chetak is introduced.

• BAL & Maharashtra Scooters Ltd. joint venture

• The Bajaj Super is introduced.

• Bajaj Auto achieves production and sales of 100,000 vehicles in a single financial year.

• The Rear Engine Autorickshaw is introduced.

• The Bajaj M-50 is introduced.

1984-1994
• Foundation stone laid for the new Plant at Waluj, Aurangabad.

• Production commences at Waluj, Aurangabad in a record time of 16 months.

• The Waluj plant inaugurated by the erstwhile President of India, Shri Giani Zail Singh.

• 500,000 vehicles produced and sold in a single financial year.

• The Bajaj M-80 and the Kawasaki Bajaj KB100 motorcycles are introduced.

• The Bajaj Sunny is introduced.

• The Kawasaki Bajaj 4S Champion is introduced.

• The Bajaj Classic is introduced.

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1995-2005
• One million vehicles were produced and sold in this financial year.

• The Bajaj Super Excel is introduced while Bajaj celebrates its ten millionth vehicle.

• Agreements signed with Kubota of Japan for the development of diesel engines for
three-wheelers and with Tokyo R&D for ungeared Scooter and moped development.

• Bajaj Auto is 50.

• The Kawasaki Bajaj Boxer and the RE diesel Auto rickshaw are introduced.

• Legend, India’s first four-stroke scooter rolls out of Akurdi.

• Spirit launched.

• Kawasaki Bajaj Caliber rolls out of Waluj.

• Production commences at Chakan plant.

• Caliber motorcycle notches up 100,000 sales in record time of 12 months.

• The Bajaj Saffire is introduced.

• The Eliminator is launched.

• Bajaj Auto launches its latest offering in the premium bike segment ‘Pulsar’.

• Bajaj Auto launched its Caliber115 "Hoodibabaa!" in the executive motorcycle

segment.

• Bajaj Wind 125, The World Bike, is launched in India.

• 107,115 Motorcycles sold in a month.

• Pulsar DTS-i is launched.

• Bajaj unveils new brand identity, dons new symbol, logo and brand line

• Bajaj CT100 Launched

• New Bajaj Chetak 4 stroke with Wonder Gear launched

• Bajaj Discover DTS-i launched

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 • Bajaj Wave DTS-i launched

• Bajaj Avenger DTS-i launched

• Bajaj Discover launched

2006-2007
• Bajaj Platina launched

• Bajaj Kristal DTS-i launched

• 200 cc Pulsar DTS-i launched

• Bajaj Auto Commissions New Plant at Pantnagar, Uttarakhand

2007-2008
• Discover135

• CT 100

2008-2009
• XCD125

• XCD135

DIFFERENT SECTORS OF BAJAJ

THE GROUP COMPANIES:

• Bajaj Auto Ltd.

• Mukand Ltd.

• Bajaj Electricals Ltd.

• Bajaj Hindustan Ltd.

• Maharashtra Scooters Ltd.

• Bajaj Auto Finance Ltd.

• Hercules Hoists Ltd.

• Bajaj Sevashram Pvt Ltd.

• Hind Lamps Ltd.

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• Bajaj Ventures Ltd.

• Bajaj International Pvt Ltd.

• Hind Musafir Agency Pvt Ltd.

• Bajaj Allianz General Insurance Company Ltd.

• Bajaj Allianz Life Insurance Company Ltd.

• Bajaj Finserv Limited

• Bajaj Financial Solutions Ltd.

• Sanraj Nayan Investments Pvt. Ltd.

• Bajaj Auto International Holdings BV, Netherlands (BAIBHV).

• Mukand International Ltd.

• Mukand Engineers Ltd.

• Mukand Global Finance Ltd.

• Bachhraj Factories Pvt. Ltd.

• Bajaj Consumer Care Ltd.

• Bajaj Auto Holdings Ltd.

• Jamnalal Sons Pvt. Ltd.

• Bachhraj & Company Pvt. Ltd.

• Jeevan Ltd.

• The Hindustan Housing Co Ltd.

• Baroda Industries Pvt Ltd.

• Stainless India Ltd.

• Bombay Forgings Ltd.

• Bajaj Holdings & Investment Limited

• Bajaj Financial Solutions Limited

• Bajaj Allianz Financial Distributors Ltd.

• P T Bajaj Auto Indonesia (PTBAI)

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 Research market sectors
Through its historical development and areas of expertise, BAJAJ has been expert in eight
different market sectors.

Automotive

Bajaj carries out research for clients who are major automotive manufacturers, component
suppliers, vehicle dealerships, parts distributors, repair specialists and advertising agencies who
work with the sector. Bajaj claims to be the leading global supplier of research and market
insights to this sector. Bajaj carries out different research work for its automotive clients
includes concept tests, product testing, product quality monitoring, and vehicle dealer
attractiveness and satisfaction studies.

Finance

In the Finance sector Bajaj works with a wide range of companies. It has almost cover the
whole market by providing benefits and proper look after to their customers and clients

Healthcare

Bajaj Healthcare provides advanced market research consulting and custom advisory services
to the world. Although the company is new in this sector but definitely it will going to give
benefits to their client.

Electronics

Bajaj has already covers the electronics market through its cheapest and wide range of
products and good product quality. Now in the market Bulbs, fan, water geezer, Iron etc.

Insurance

Now we come to know that Bajaj has been One of the largest company in the insurance sector
by the name of Bajaj Alliance group. it is number one company the Indian market in insurance.

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 Research areas, products and services

Bajaj in a set of specialized research areas and has a wide range of proprietary products,
services and solutions for market information and insight. BAJAJ splits research in the
following sectors.

• Specialist research expertise

Specialist research expertise

This expertise comprises a series of specialist research fields in which BAJAJ is the
market leader, they are:

• Retail and shopper;

• Stakeholder management;
• Product development and innovation;
• Brand and communications;
• Custom research services;
• On-line research;
• Opinion polling;
• Audience measurement;
• Continuous consumer panels;
• Media intelligence;
The company also offers research in the areas of

• business intelligence;
• consumption behavior;
• employees research;
• purchasing behavior;
• qualitative research;

Corporate and social responsibility

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The company has donated in the tsunami fund to the Unicef. It is one of the factor that shows
that not only for the sake of the company benefits it is working but also for their citizens. It has
also launched some free services to their consumer market so that they can take most of the
benefited from the company.

As far as the environmental sector is concern Bajaj has committed for continual improvement of safety,
•
occupational health and environmental performance and compliance with applicable safety, occupational health
and environmental legislations, regulations and other requirements.
• towards this the company strive to:-
Creates a proactive SHE management system that addresses significant safety, occupational health and
•
environmental aspects related to activities, products and services.
Minimize the generation of waste and conserve resources through better technology and practices for prevention
•
of pollution.
Identify potential risks/hazards and follow safe work practices by using equipments, tools &, common protective
•
equipments as applicable.
promote SHE awareness among all who works for and on behalf of Bajaj and motivate them to fulfill the
•
commitments.

THE MOTTO

In the company’s 2007Annual Report, Chief Executive Rahul BAjaj “providing clients with
actionable insight”, which means going beyond the collection and distribution of market data
to provide clients with an understanding of what the data means and how they can use it to
make more effective business decisions. Lowden sees this as a big shift in the market
information industry, noting how major Bajaj have recently redefined the role of their internal
research departments “to promote the concept of insight as a driving force for business
decision making.”

Bajaj has made virtue of leading in the market information and business strategie to describe its
strength in the business market.
Their chief motto is to govern a company that creats a global product quality and to provide a
widdest range of product keeping in view of the customer needs.

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 INTRODUCTION

Purpose: The aim was to know the needs, demands and hopes of Indian customers and
providing them a high range of product in a very cheapest rate. So that the Indian middle class
customers can avail the widest range very easily because it is quiet difficult to purchase high
frequency bikes.

Scope: The scope of this study was very wide. It was open to all such possible segments that
already own small-hatch back model and are prospective buyers of imported fully automatic
sports sedan bikes segment.

Limitations: Time limit of 3 weeks, all of the data collected and leads collected were
confidential.

Methods of collecting data: Data has been collected at the Centre Location Test (CLT), set up
at New Delhi from each and every possible Age Group having responders from Mumbai,
Bangaluru & New Delhi who are prospective buyers of the Bajaj products.

RESEARCH METHODOLOGY
MARKETING RESEARCH

Marketing research is a functional area of management which is becoming increasingly an

important tool to analyze and review the market as compared to that of other field. All
decisions in modern business organization revolve around the marketing information. Because
the success of the business does not depend upon the guess work rather have the correct
information about the customer, what they want, how they want, how much they are able to
pay, and the substitute available in the market etc. This information’s can be collected and
utilized with the help of marketing research.
Marketing research is the systematic and objective identification, collection, analysis,
discrimination, and use of information for the purpose of improving decision making related to
the identification and solution of problem with respect to marketing.

RESEARCH DESIGN

A research design is a frame work or blue print for conducting the marketing research
programme. It details the procedure necessary for the obtaining the information needed to
structure or solve marketing research’s problem. A research design lays the foundation for
conducting the project. A good research design will ensure that the marketing research project
is conducted effectively and efficiently.

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Types of Research Design:

• Exploratory research design

• Experimental research design

• Descriptive research design

SAMPLING

A sample is a part of population from which the desired information is taken. The sample
should be representative of the population and the information obtained must be reliable. In any
survey where reliability is desired, the error and variances have to be controlled, measured and
interpreted.

DATA COLLECTION METHOD

1. Primary Sources
− Personal Interviews.
− Questionnaires.
− Show room Visit
− Centre Location Test

2. Secondary Data
− News papers and magazines.
− Through internet.

PRESENTATION OF DATA

Data has been presented in the form of pie chart, bar chart, graph and various other means to
represent and plot the data to get meaningful information.

DATA ANALYSIS

Technical as well as Non technical details based on which all the responders have been
asked their review about Bajaj of different Auto maker in India, they are:

• TVS
• ESCORT
• RAJDOOT
• SUZUKI

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 • HONDA
• LML
• HERO HONDA
• YAMAHA

The sedan model of these auto makers respectively are as follows:

• PULSAR
• DISCOVER
• CBZ
• GLAMOR
• RZ-15
• GLADIATOR
• KARIZMA

These were judged on various technical as well as non technical features and over all
structure along with the price-feature comparison. The various parameters on which the
analysis is done are comprised of ..........................

SPECIFICATIONS

• Overall Length (mm)

• Overall Width (mm)
• Overall Height (mm)
• Wheel Base (mm)
• Gross Vehicle Weight (kg)
• Kerb Weight (kg)

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• Fuel
• Mileage Highway (km/liter)
• Mileage City (km/liter)
• Mileage Overall (km/liter)
• Capacities
• Fuel Tank Capacity (liter)
• Performance
• Maximum Speed (kmph)
• 0-100kmph (seconds)
• 1/4 Mile (seconds)
• 100kmph-0 Braking (meters)
• 80kmph-0 Braking (meters)
• Engine
• Engine Type/Model
• Displacement (cc)
• Power (PS@rpm)
• Torque (Nm@rpm)
• Stroke (mm)
• Compression Ratio
• Ignition Type
• Engine Block Material
• Block Head Material
• Fuel Type
• Fuel System
• Transmission
• Transmission Type
• Gears
• Clutch Type
• Final Reduction Gear Ratio
• Suspensions
• Front Suspension

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• Rear Suspension

• Power Assisted
• Minimum Turning Radius (meter)
• Brakes
• Brake Type
• Front Brakes
• Rear Brakes
• Wheels and Tyres
• Wheel Type

• Wheel Size

• Tyres

AGE WISE DISTRIBUTION

18-35
35-41
42-60

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50% of respondents were in the age group of 36 to 45 yrs and Volkswagen was top choice
among these respondents.

Our sample size consists of 600 people among whom 200 were drawn from New Delhi, 150
from Mumbai and 150 from Bengaluru.

BRAND AWARNESS

700
600 sample size
SAMPLE SIZE

500 Pular
400 cbz
300 karizma
200 r15
100 honda
0
1 2 3 4 5 6 7
SERIES

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Source: Secondary data

When respondents were queried on brand parameter of Bajaj Auto the result is quit positive i.e
51% in the urban areas but still lacking brand awarness in the semi urban and rural areas.
People use to prefer the bikes like Rajdoot, Bullet, etc in these areas .

This is general comparison of different features of three major BIKES.

BAJAJ PULSAR CBZ R-15

Distinctly Ahead

Price (ex- Rs 84,000 Rs 56,000 Rs 95,000

showroom)
Features Bajaj PulsOr CBZ YAMAHA R-15

Millage(km/hr) 50 35 35
Seatting capacity 2 2 2
self starter Yes Yes Yes

Battery Double Single Single

Side mirror Yes Yes Yes

Comfortable handle Yes Yes Yes

Maintenance not at all Yes Yes

Exhaust Power simple Power

Light Yes Yes Yes

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 Bajaj Pulsar CBZ YAMAHA R-15

Weight 150kg 130 150

engine power 220 200 150

Length 5.5ft 5ft 4ft

Tyre Radial radial Radial

Break single disc Double disc

transmission 5 speed 4 speed 6 speed

Torque 19.13nm 15.21nm 19.13nm

Power 20ps 18ps 20ps

top speed 135km/hr 120km/hr 135km/hr

compression 12.8:1 10:01 13:01

Turning 40 40 28

graphics Super normal Normal

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 FINDINGS

1. Among all the respondents interviewed, only 10% were having knowledge about the
brand in semi urban and 5% have knowledge in rural areas and in urban areas it is only
51% .

2. 29% of all the respondents preferred to buy the Bajaj bikes.

3. The new bike launched by Bajaj Auto has several sophisticated advanced features, they
are:

• Automatic gear box,

• Dual Battery,
• Electronic Start
• Without kick bike
• Power head light on battery back-up.
• Fox head front light.
• Dual ignitions.
• Tail light.
• Highest pick up of 150 km/hr.
• Six gear box.
• Crystal clear graphics.

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 CONCLUSION

Even though there is a heavy competition between Bajaj bikes and hero honda bikes. bajaj has
already ruled over the most of the market sector and going to established as a market leader.But
the quality and features of the bike gives a platform to establishes a strong market field.

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 RECOMMENDATIONS

WITH ONLY 10% OF THE RESPONDENTS AWARE ABOUT THE BAJAJ BIKES IN THE
SEMI URBAN AND ONLY 5% IN THE RURAL AREAS AND 52% IN THE URBAN
AREAS. IT NEEDS AGGRESSIVE MARKETING AND PROMOTIONAL CAMPAIGN IN
ORDER TO GRAB MAXIMUM PIE IN INDIAN AUTOMOBILE MARKET.

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 BIBLIOGRAPHY

• Data provided by BAJAJ AUTO LTD...

• Data collected from different Authorized Dealers of the company
mentioned.

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Questionnaire made by survey and opinion poll
The survey made with 500 student from various colleges of Chennai

1) Which bike you have? Fav. Agn.

(a) Hero honda (b) pulsar (c) kinetic boss (d) TVS 60% 37%

2) How many year’s you are using it?

(a) 5-years (b) 10-years (c) 15-year (d) 20-year 55% 45%

3) From where you influnenced to bye it?

(a) T.V add’s (b) newspaper (c) trade show (d) magzine. 45% 39%

4) Why you choose the pulsar bike apart from all?

(a) Milege (b) speed (c) design (d) price 67% 30%

5) How much you satisfied with pulsar performance according to your

perception?

(a) Not satisfied (b) satisfied (c) delight (d) neutral 65% 32%

6) How do you gather more information regarding the bike?

(a) Newspaper (b) magzine (c) trade show (d) T.V News 40% 55%

7) According to you who are the strong competitor’s of “Bajaj.”

(a) Hero-honda (b) TVS (c) kinetic (d) yamaha 57% 42%

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8) Who refered you to buy it?

(a) Friened (b) Family member (c) Peers (d) Office Colleagues 43% 56%

9) Which model of Pulsor bike do you like most?

(a)150cc (b)180 cc (c) 220cc 57% 40%

10) How many members in your surroundings using the Pulsor bike?

(a) > 5 (b) > 7 (c) > 9 ( d) >2 60% 32%

11) Your level of satisfaction with bajaj service?

(a) Satisfy (b) not satisfy (c) partial (d) don’t know 55% 42%

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