Bajaj Auto
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Bajaj Auto

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this is a ultimate ppt of marketing strategies of bajaj

this is a ultimate ppt of marketing strategies of bajaj

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Bajaj Auto Bajaj Auto Presentation Transcript

  • BAJAJ AUTO LTD IT is lowest cost scooter manufacturer of world
  • SEGMENTS SERVED BY IT
    • below125cc segment-served by bajaj platina .This is also the highest selling segment.
    • 125cc-150cc segment served by bajaj Discover( dtsi),and xcd125cc
    • 150cc-200cc segment served by bajaj pulsar(dtsi150cc,200cc)
    • above 200cc segment served by bajaj pulsar 220cc and avenger .This premium segment goods are sold exclusive showrooms of bajaj auto
  • SITUATION ANALYSIS
    • NETWORK:BAJAJ AUTO has got a very effective distribution system. It has got large number
    • of service centers which are evenly spread all over the country.
    • MARKET SHARE:At present Bajaj Auto occupies about 25.4% of total motorcycle segment(source:society of indian automobile manufacturers)
    • COMPETITORS:Hero Honda is its arch rival
    • and it occupies top position in
    • INDIA’s twowheeler segment
  • MARKETING MIX(4p’s)
    • PRODUCT MIX(width): There are various segments which bajaj auto is trying to serve.It is trying to target lower level segment with bajaj platina(100Cc)
  • contd
    • &bajaj discover which targets the middle level segment customers.Apart from this the premium
    • segment is served by bajaj pulsar(200cc) and bajaj avenger.
  • PRICE MIX
    • ECONOMY SEGMENT(100ccsegment): This segment is served by bajaj platina(100cc) and bajaj ct100.The showroom price of platina is around Rs35000 .
    • Premium segment(125cc-200cc):This segment is served by bajaj pulsar(150cc,180cc,200cc),discover.The price of
    • discover is aroundRs 58000.
    • contd
  • Chart showing prices of pulsar Rs61000 PULSAR(180cc) Rs75000 PULSAR(200cc) RS64000 PULSAR(150cc) PRICE ENGINE CAPACITY
  • PROMOTION MIX
    • PAN INDIA PRESENCE: BAJAJ auto has got showrooms evenly spread all over india.It also sells its premium segment bikes through
    • probiking showrooms owned by company
    • I
    • Promotional strategies Adopted:The largest maker of premium bikes in the country, which currently sells only one 100cc bike, is already working on a plan to launch another low-cost bike, the biggest motorcycle segment in the country, said two vendors who supply auto parts to Bajaj Auto .
    • .
  • PLACE MIX
  • PRESENT DAY SCENARIO
    • Weaning customers away from the 100cc category to the executive and premium segments has not been easy for Bajaj Auto, especially in current market conditions. The slowing economy and 16-year-high inflation levels have hit the company’s premium bike market hard, as credit became more expensive after a series of interest rate hikes by the Reserve Bank of India.
    • Nearly half the bikes sold in India are financed by lenders, and the rise in borrowing costs has caused sales to flag. Overall two-wheeler sales shrunk by 8% in 2007-08, before bouncing back in the current fiscal.
    • Bajaj Auto’s premium 150cc and 200cc Pulsar bikes are priced up to Rs75000exclusive of taxes, while its only 100cc bike, the Platina, sells for about Rs35,000