Professional Documents
Culture Documents
INTRODUCTION
1945- In 1945 Bajaj Auto came into existence as M/s Bachraj Trading
year.
PRODUCTS
Bajaj Auto has segmented its two-wheelers into
BAJAJ PLATINA
BAJAJ XCD BAJAJ DISCOVER BAJAJ PULSAR BAJAJ AVENGER
100
125 135 150 180-200
PRODUCT STRATEGY
100cc Segment
BAJAJ PLATINA The company has targeted its customers who are looking at low cost bike with fuel efficiency. Its a low end customers product especially in rural areas where transportation is a problem.
Contd..
PRODUCT STRATEGY
125cc Segment
Bajaj XCD
The company here is looking for customers who are looking for a bike with mileage, low price and looks and they are ready to pay an extra price what they can pay for a 100cc bike. Recently Bajaj has modified this product to 135cc after the product has already succeeded in the semi urban and urban market.
Contd..
PRODUCT STRATEGY
Bajaj Discover 135ccDTS-i
This is a bike for the medium segment of people who dont want to compromise on cost as well as quality Bajaj Pulsar Series The Bajaj Pulsar DTS-I is a higher class segment product made for consumers who are looking for performance, service and value for money. Price is not the factor here. Customers are ready to pay the price for the value they are looking for.
Contd..
PRODUCT STRATEGY
The Bajaj Pulsar Series consists of the Bajaj Pulsar
Bajaj Avenger (DTSi) offers the ultimate cruiser experience. Offering high stability and long cruising delights, Bajaj Avenger (DTSi) possesses wider saddle seat, special backrest besides 180cc and 200cc powerful engine. It is targeted at the upper middle-class bike lovers.
DISTRIBUTION STRATEGY
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 distribution network is carried through authorized dealers. So therefore it can be seen that Bajaj follows a Three tier distribution system
PROMOTIONS
Promotion is one of the most important strategy that
it does not uses any celebrity endorsement like its others competitors do.
Contd. .
Example: Bajaj Pulsar series adds are shown through various stunts performed just to attract consumers. It have also started pro-bikers to promote their 150cc Bajajs patented DTS-I technology has also been used as a promotion tool to attract customers.
PROMOTIONS
Contd..
PROMOTION
Bajaj Auto heavily promotes its products in Auto
VARIOUS scheme .
The slogan HAMARA BAJAJ has been widely used by
MODES OF PROMOTION
Modes of Promotion:
Television media Newspapers
Magazines
Auto- shows
FUTURE PLANS
The company is deciding to exit scooter segment and
concentrate more on 4 brands of motor-cycle segments. It is planning to launch New- Pulsar which will have higher Engine Capacity It is planning to launch new vehicles which will be three-generations ahead of what they are today.
CONTD..
FUTURE PLANS
Bajaj Auto will enter into four wheeler segment by
2012 by launching ultra low cost car which will give 30 kmpl.
It aspires its 70% revenue to be generated from export
CONCLUSION
Bajaj Auto has been constantly in the process of innovation
and product development to create more demand and desire for their products among customers. The company has successfully adopted itself to the changing technology and has been constantly giving consumers higher quality products without sacrificing economy Pricing policy of the company has also been done carefully targeting each consumer segment and proportionately positioned itself among the consumers.