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Brand audit - Bajaj Auto
Brand audit - Bajaj Auto
Brand audit - Bajaj Auto
Brand audit - Bajaj Auto
Brand audit - Bajaj Auto
Brand audit - Bajaj Auto
Brand audit - Bajaj Auto
Brand audit - Bajaj Auto
Brand audit - Bajaj Auto
Brand audit - Bajaj Auto
Brand audit - Bajaj Auto
Brand audit - Bajaj Auto
Brand audit - Bajaj Auto
Brand audit - Bajaj Auto
Brand audit - Bajaj Auto
Brand audit - Bajaj Auto
Brand audit - Bajaj Auto
Brand audit - Bajaj Auto
Brand audit - Bajaj Auto
Brand audit - Bajaj Auto
Brand audit - Bajaj Auto
Brand audit - Bajaj Auto
Brand audit - Bajaj Auto
Brand audit - Bajaj Auto
Brand audit - Bajaj Auto
Brand audit - Bajaj Auto
Brand audit - Bajaj Auto
Brand audit - Bajaj Auto
Brand audit - Bajaj Auto
Brand audit - Bajaj Auto
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Brand audit - Bajaj Auto

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Brand audit - Bajaj Auto

Brand audit - Bajaj Auto

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  • First bike engine indegeniusly developed in india..designed in association with motorcycle designer Glynn Kerr, Tokyo R&D.Within 4 yrs million units of Pulsar were sold by November 2005.Pulsar has become synonymous with Bajaj.-launched in direct competition to the Hero Honda's 'CBZ' model in 150 cc plus segment.-launched a twin variant of Pulsar with the 180 cc model.
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    • 1. Section A Group 9Ajay Bharthi FT12306Harendra Singh FT12127Kushagra Prasad FT12227Rohit Agarwal FT12351Tushar Arora FT12168
    • 2.  India’s Largest 2-wheeler and 3-wheeler Company Bajaj Group was founded in 1926 by Sh. Ganshyam Das Bajaj Bajaj Auto was started on Nov 29 , 1945 as M/s Bachraj Trading Corporation ltd. Its Net Sales worth Rs. 88.11 Bn Its production capacity 3.96 Mn per year It has tie up with many international players Section A; Group 9 4/8/2012 2
    • 3. Section A; Group 9 4/8/2012 3
    • 4.  The evolution of the brand elements: Section A; Group 9 4/8/2012 4
    • 5.  Was launched in 2001 Pulsar is leader in the 150 cc + segment in India Has Market share of 43% It’s Tag Line : “Definitely Male “ Comes in 150, 135, 180 , 200 , 220 variants Section A; Group 9 4/8/2012 5
    • 6.  Was Launched in 2004 It is the Highest selling 125 cc bike in India It comes in 100cc and 135 cc variants Its Tag line “Last Temptation “ It’s the Only Brand to have a Brand Ambassador Section A; Group 9 4/8/2012 6
    • 7. STRENGTH WEAKNESSExtensive R&D focus. Has no significant brand in commuter segment.Legacy of Brand name. Not a well established global brand inWidespread distribution network. spite of great sales volume.Product design capability.Great finance support. SWOT OPPORTUNITY THREATCan use the existing R&D to introduce Competition with new innovations.new model. Margin squeezes from all the directions.Expand operations in foreign countries. Tough competition from foreign as well as domestic players. Section A; Group 9 4/8/2012 7
    • 8.  Brand Bajaj has undergone several modifications, the evolution of the brand is as follows  Hamara Bajaj  Inspiring Confidence  Distinctly Ahead Section A; Group 9 4/8/2012 8
    • 9.  Tagline coined by Alyque Padamse. Portrayed Bajaj as a family Brand. The jingle struck a cord with the Indian Audience. Bajaj Chetak ruled the Indian market in the 70’s till 90’s. Section A; Group 9 4/8/2012 9
    • 10.  The change in the identity was done in order to stay abreast of the paradigm shift in the Indian Audience. The Brand essence for the new Bajaj had been defined as "Excitement“. Bajaj promised to live its essence thru a set of five Brand Values of Learning, Innovation, Perfection, Speed and Transparency. Section A; Group 9 4/8/2012 10
    • 11. Flying B also Flying Bdenotes the represents strong style and heritage of technology. BajajScript Color Blue font Representsmeans Bajaj in bold and strengthmoving capitals signifyahead precision engineering Section A; Group 9 4/8/2012 11
    • 12.  Bajaj Auto guided philosophy articulated as "Distinctly Ahead", by which it would chart its strategy for the future Distinctly Ahead comprises of three core values Speed, Innovation and Perfection This advertisement was conceptualized by Mr. R. Balki, National Creative Director, Lowe. Section A; Group 9 4/8/2012 12
    • 13. Section A; Group 9 4/8/2012 13
    • 14. Value for money 7.57 Stylish 7.2 High Quality 6.97Exciting & thrilling 6.78 Reliable 7.49 Economical 7.46 Contemporary 7.08 Masculine 7.43 0 1 2 3 4 5 6 7 8 9 10 Section A; Group 9 4/8/2012 14
    • 15.  The Brand Salience of Bajaj according to the CBBE model is Masculine, the rating that we got through the survey was 7.43. This rating suggests that customers identify Bajaj as a brand and are familiar to it. Section A; Group 9 4/8/2012 15
    • 16.  The Brand Image of Bajaj according to the CBBE model is Contemporary, Economical, and Reliable. The rating that we got through the survey was 7.08, 7.46, and 7.49 respectively. These rating suggest that Bajaj holds a good Brand Image in the minds of the customer. Section A; Group 9 4/8/2012 16
    • 17.  The Brand Image of Bajaj according to the CBBE model is Exciting and Thrilling, High Quality, and Stylish. The rating that we got through the survey was 6.78, 6.97, and 7.2 respectively. These rating suggest that the first two attributes there is a definite requirement of improvement whereas in the third attribute, Bajaj should be abreast with the changing customer demand. Section A; Group 9 4/8/2012 17
    • 18.  The Brand Resonance of Bajaj according to the CBBE model is Value for Money. The rating that we got through the survey was 7.57. These rating suggest that Bajaj holds a good Brand Resonance in the minds of the customer. Another notable attribute is the change in the perception in the minds of the customer about Bajaj.Family Brand Personal Brand (80.3%). Many Consumers now feel that Bajaj has moved from a Family Brand to a Personal Brand. This further increases the resonance that the customers feel for Bajaj. Section A; Group 9 4/8/2012 18
    • 19. Section A; Group 9 4/8/2012 19
    • 20. Section A; Group 9 4/8/2012 20
    • 21. Choice 7.22 Uniqueness 6.95 Maintainance 7.23 value for money 7.57 Affordability 7.3Free Check-up Camps 5.84 MTV Stunt Mania 6.92 Road Shows 5.57 Masculine 7.43 Stylish 7.47 Macho 6.92 Indian 9.15 Definitely Male 7.7 0 1 2 3 4 5 6 7 8 9 10 Section A; Group 9 4/8/2012 21
    • 22.  Through our survey, we received the feedback regarding the effectiveness of certain activities. The ratings are:  Road Shows 5.57  MTV Stunt Mania 6.92  Free Check-up Camps 5.84 These ratings suggest that there is a necessity to improve in the events related to Road Shows and Free Check-up Camps. The above figure clearly shows that the customers are not satisfied with the current events. Section A; Group 9 4/8/2012 22
    • 23.  Bajaj does not have any celebrity endorser for their Brand. This aspect was taken into consideration while preparing the survey Some of the respondents believe that Bajaj should endorse celebrities. So we suggest that Bajaj should try endorsing Celebrities and tap into the aspirational quotient of its customers. Should Bajaj endorse Celebrities Yes they should No they should not 28% 72% Section A; Group 9 4/8/2012 23
    • 24.  Very Strong Brand Architecture ‘Humara Bajaj’ campaign The campaign always brings the feeling of ownership to the consumers The famous Bajaj ad campaign which was started in 1989 The campaign is revived time to time and still continues. Now when the Bajaj has changed its product line completely from scooter to motorcycle the campaign still remains the same It says, “badal rahe hai hum yaha” – “Humara Bajaj” Proud Indian MNC Grow with us Culture of Empowerment Superior “Quality of Life” Section A; Group 9 4/8/2012 24
    • 25. Bajaj Auto Commercial vehicles 2-Wheeler Goods Carrier Passenger Carrier Entry Level Mid level Performance PulsarPlatina 100 cc & 125cc DTSi Kristal DTSi XCD 135cc DTSi Discover 100cc, 125cc & 150cc 135LS, 150cc, 180cc, 220cc Avenger 220cc DTSi DTSi Section A; Group 9 4/8/2012 25
    • 26. Central Value Beliefs and Core Values Humara Bajaj reliable * staus image * comfortable * strong * Expressive trustworthy BenefitsLet me saves money * good average * Functional good service centres * low Features & Attributes maintainance * Section A; Group 9 4/8/2012 26
    • 27.  Bajaj auto announced a decision that the company will not be using the corporate brand Bajaj for any of the motorcycles produced by the company Instead, the bikes will sport individual brand names and Bajaj Auto will be a garage of independent brands House Branded of House Brands Section A; Group 9 4/8/2012 27
    • 28.  Expansion into the Brazilian motorcycle market through the launch of Bajaj Pulsar & Bajaj Discover motorcycles. Expansion into European market through the launch of a new motorcycle in JV with KTM bikes. Expansion into the Indian 4-wheeler segment with the launch of a new small car with partnership with Renault and Nissan. Section A; Group 9 4/8/2012 28
    • 29.  Next phase of transformation - that of being ‘Distinctly Ahead’. It means that every offering to the customer should be distinctly ahead of the competition Innovation, perfection and speed. Bajaj, which was once well known, famous and sold as a family vehicle, gradually has evolved into a two wheeler which offers excitement, experience and enhanced technological excellence etc Instant brand recall Now entering into new sector of 4-wheeler with bringing in low cost car in competition to Tata Nano Section A; Group 9 4/8/2012 29
    • 30. Section A; Group 9 4/8/2012 30

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