Bajaj Auto

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this is a ultimate ppt of marketing strategies of bajaj

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Bajaj Auto

  1. 1. BAJAJ AUTO LTD IT is lowest cost scooter manufacturer of world
  2. 2. SEGMENTS SERVED BY IT <ul><li>below125cc segment-served by bajaj platina .This is also the highest selling segment. </li></ul><ul><li>125cc-150cc segment served by bajaj Discover( dtsi),and xcd125cc </li></ul><ul><li>150cc-200cc segment served by bajaj pulsar(dtsi150cc,200cc) </li></ul><ul><li>above 200cc segment served by bajaj pulsar 220cc and avenger .This premium segment goods are sold exclusive showrooms of bajaj auto </li></ul>
  3. 3. SITUATION ANALYSIS <ul><li>NETWORK:BAJAJ AUTO has got a very effective distribution system. It has got large number </li></ul><ul><li>of service centers which are evenly spread all over the country. </li></ul><ul><li>MARKET SHARE:At present Bajaj Auto occupies about 25.4% of total motorcycle segment(source:society of indian automobile manufacturers) </li></ul><ul><li>COMPETITORS:Hero Honda is its arch rival </li></ul><ul><li>and it occupies top position in </li></ul><ul><li>INDIA’s twowheeler segment </li></ul>
  4. 4. MARKETING MIX(4p’s) <ul><li>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) </li></ul>
  5. 5. contd <ul><li>&bajaj discover which targets the middle level segment customers.Apart from this the premium </li></ul><ul><li>segment is served by bajaj pulsar(200cc) and bajaj avenger. </li></ul>
  6. 6. PRICE MIX <ul><li>ECONOMY SEGMENT(100ccsegment): This segment is served by bajaj platina(100cc) and bajaj ct100.The showroom price of platina is around Rs35000 . </li></ul><ul><li>Premium segment(125cc-200cc):This segment is served by bajaj pulsar(150cc,180cc,200cc),discover.The price of </li></ul><ul><li>discover is aroundRs 58000. </li></ul><ul><li>contd </li></ul>
  7. 7. Chart showing prices of pulsar Rs61000 PULSAR(180cc) Rs75000 PULSAR(200cc) RS64000 PULSAR(150cc) PRICE ENGINE CAPACITY
  8. 8. PROMOTION MIX <ul><li>PAN INDIA PRESENCE: BAJAJ auto has got showrooms evenly spread all over india.It also sells its premium segment bikes through </li></ul><ul><li>probiking showrooms owned by company </li></ul><ul><li>I </li></ul><ul><li>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 . </li></ul><ul><li>. </li></ul>
  9. 9. PLACE MIX
  10. 10. PRESENT DAY SCENARIO <ul><li>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. </li></ul><ul><li>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. </li></ul><ul><li>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 </li></ul>

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