Description
The ppt talks about the positioning strategy of bajaj pulsar, re-branding of hamara bajaj, SWOT analysis of bajaj auto and recommendations for bajaj auto.
BAJAJ AUTO LIMITED
-TiTans
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
?
3
1/17/2013
PRODUCT PORTFOLIO ( 2-WHEELER)
Two Wheelers
Entry Level
Mid Level
Peformance
Platina 100cc & 125 cc DTSi
Kristal DTSi
XCD 135 cc DTSi
Discover 100cc & 135 cc DTSi
Pulsar 150, 180, 200 & 220 cc DTSi
Avenger 200 DTSi
5
1/17/2013
PRODUCT PORTFOLIO (3-WHEELER)
Three wheelers
Passenger Carrier
Goods Carrier
RE - 2 stroke, Diesel & CNG
RE - 4 stroke Diesel & CNG
GC Max Diesel & CNG
6
1/17/2013
PRODUCT LIFE CYCLE
7
1/17/2013
BCG MATRIX
8
1/17/2013
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
?
9
1/17/2013
POSITIONING : PULSAR
10
1/17/2013
KEY COMPETITORS
Apache (TVS) ? Hunk (Hero Honda ) ? Karizima (Hero Honda ) ? CBZ (Hero Honda ) ? Fz-16 (Yamaha)
?
11
1/17/2013
Brand Positioning Statement
“DEFiNiTELY
MALE”
12
1/17/2013
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
?
13
1/17/2013
POSITIONING : DISCOVER
?
Style with Performance Positioned as a fuel efficient bike. Discover – a bike for each segment of people.
?
?
14
1/17/2013
DISCOVER COMPETITORS
100 cc • CD Dawn • Splendor • Start City • Passion Plus
125 cc • Super Splendor • Glamour • Flame
135 cc • Glamour • Ambition
15
1/17/2013
Brand Positioning Statement
A man can resist anything but Temptation
16
1/17/2013
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 EcoFriendly Variant
?
17
1/17/2013
POSITIONING : RE - RICKSHAW
No Evident promotional campaign. ? Strong pan India presence. ? Strong Supply chain.
?
“ Monopoly “
18
1/17/2013
RE COMPETITORS
TVS ? Mahindra & Mahindra ? Piaggio
?
19
1/17/2013
EVOLUTION OF BAJAJ AUTO - 90’S
Brand Image : HAMARA BAJAJ ? Flagship Brand : Chetak
?
21
1/17/2013
BLEEDING OF HAMARA BAJAJ
22
1/17/2013
LOOSING MARKET SHARE
23
1/17/2013
REBRANDING OF HAMARA BAJAJ
24
1/17/2013
THE FLYING
25
1/17/2013
AD CAMPAIGNS AT VARIOUS STAGES
26
1/17/2013
FUTURE
27
1/17/2013
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.
28
1/17/2013
doc_490350634.pptx
The ppt talks about the positioning strategy of bajaj pulsar, re-branding of hamara bajaj, SWOT analysis of bajaj auto and recommendations for bajaj auto.
BAJAJ AUTO LIMITED
-TiTans
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
?
3
1/17/2013
PRODUCT PORTFOLIO ( 2-WHEELER)
Two Wheelers
Entry Level
Mid Level
Peformance
Platina 100cc & 125 cc DTSi
Kristal DTSi
XCD 135 cc DTSi
Discover 100cc & 135 cc DTSi
Pulsar 150, 180, 200 & 220 cc DTSi
Avenger 200 DTSi
5
1/17/2013
PRODUCT PORTFOLIO (3-WHEELER)
Three wheelers
Passenger Carrier
Goods Carrier
RE - 2 stroke, Diesel & CNG
RE - 4 stroke Diesel & CNG
GC Max Diesel & CNG
6
1/17/2013
PRODUCT LIFE CYCLE
7
1/17/2013
BCG MATRIX
8
1/17/2013
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
?
9
1/17/2013
POSITIONING : PULSAR
10
1/17/2013
KEY COMPETITORS
Apache (TVS) ? Hunk (Hero Honda ) ? Karizima (Hero Honda ) ? CBZ (Hero Honda ) ? Fz-16 (Yamaha)
?
11
1/17/2013
Brand Positioning Statement
“DEFiNiTELY
MALE”
12
1/17/2013
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
?
13
1/17/2013
POSITIONING : DISCOVER
?
Style with Performance Positioned as a fuel efficient bike. Discover – a bike for each segment of people.
?
?
14
1/17/2013
DISCOVER COMPETITORS
100 cc • CD Dawn • Splendor • Start City • Passion Plus
125 cc • Super Splendor • Glamour • Flame
135 cc • Glamour • Ambition
15
1/17/2013
Brand Positioning Statement
A man can resist anything but Temptation
16
1/17/2013
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 EcoFriendly Variant
?
17
1/17/2013
POSITIONING : RE - RICKSHAW
No Evident promotional campaign. ? Strong pan India presence. ? Strong Supply chain.
?
“ Monopoly “
18
1/17/2013
RE COMPETITORS
TVS ? Mahindra & Mahindra ? Piaggio
?
19
1/17/2013
EVOLUTION OF BAJAJ AUTO - 90’S
Brand Image : HAMARA BAJAJ ? Flagship Brand : Chetak
?
21
1/17/2013
BLEEDING OF HAMARA BAJAJ
22
1/17/2013
LOOSING MARKET SHARE
23
1/17/2013
REBRANDING OF HAMARA BAJAJ
24
1/17/2013
THE FLYING
25
1/17/2013
AD CAMPAIGNS AT VARIOUS STAGES
26
1/17/2013
FUTURE
27
1/17/2013
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.
28
1/17/2013
doc_490350634.pptx