3. Established in 1945, it was incorporated as a
trading company. From 1948 till 1959, it
imported scooters and three wheelers from
Italy and sold them in India. It then obtained a
production license in 1959 and struck a
technical collaboration with Piaggio of Italy in
1960 and continued with the same for the
next two decades. Its collaboration with
Piaggio expired in 1971 and since then the
Company's scooters and three wheelers are
sold under the "Bajaj" brand name. And then
entered in Motorcycle market.
4. PROFILE
FOUNDER JAMNAL AL BAJAJ
YEAR OF ESTABLISHMENT 1926
INDUSTRY AUTOMOTIVE TWO AND THREE WHEELER
BUSINESS GROUP THE BAJAJ GROUP
PRESENCE DISTRIBUTION NETWORK COVER 50
COUNTRIES DOMINANT IN SRI
LANKA,BANGLADESH, COLUMBIA.
JOINT VENTURE KAWASAKI HEAVEY INDUSTRIES OF JAPAN
5. KEY PERSON
RAHUL BAJAJ CHAIRMAN
MADHUR BAJAJ VICE CHAIRMAN
RAJIV BAJAJ MANAGING DIRECTOR
SANJAY BAJAJ EXECUTIVE DIRECTOR
D.S MEHTA WHOLE TIME DIRECTOR
6. “Hamara Bajaj”
•Positioned CHETAK brand with this ad campaign.
• Core Values : Reliable & Trustworthy.
• Ad campaign helped bajaj position CHETAK:
“a geared model-scooter occuping near iconic
status”.
7. “Inspiring Confidence”
• Launched a series of motorcycle in an attempt
to capture market share.
• In 2001, BAL showed ‘slice of life situations’
of ‘new age India’.
• Analyst felt that by 2004, BAL’s image had
undergone considerable change.
8. Advertising Strategy
Bajaj Auto is an aggressive advertiser. The
advertising Budget of Bajaj Auto is more than
Rs.100 Crore. Bajaj has a distinct style of
promoting its products, for every product
launched there’s a new and fresh advertising
strategy, developing the firm-positioning
platform.
Brand Ambassador :
Cine Star of Asia, Jackie Chan.
9. Some of the famous ads…
• The very first TV Commercial of the Bajaj
Discover DTSi (125 cc at that time) in 2004
featured the Cine Star of Asia, Jackie Chan..!!
• New Bajaj Pulsar DTS-Fi 220, the sountrack in
the video plays ‘Hamara Bajaj’ in its latest
avatar..!!
• Pulsar mania – bike stunts of different range.
• ‘The Fastest Indian’ – New Pulsar 220
Robber robs the bank and disappear within
few minutes on bike before cops arrives.
10. COMPANY OBJECTIVE
• To be no 1. again in selling two-wheelers.
• To be distinct in all that the company;
- in product and technology
- in marketing and communication
strategy
- in manufacturing models
- in distribution of each and
function
12. STRATEGIES DATA ANALYSIS
1) Change in demand of people due to
a) Demographic change
b)Increase in number of youger
people
c) Increase in disposable income
of middle class.
2)Supply of new models of motor bike by the
competetor .
13. Managerial Analysis
• Seeing the change in demand
1) The company changes its production style from scooter to bike
because production function lies in
a) What to produce ?
b)For whom to produce ?
c)How to produce ?
2) To regain its market company focuses on three core values
a) Innovation
b) Speed
c) Perfection
3) To have a good market share BAL lays down its standards,
principle and believe in competing with itself.
14. Suggestion as a Manager
1) To survive in the competition BAL can take the advantage
of being very old in the production of two-wheelers. So
people can trust it more than it competitors.
2) New add strategies
Like a boy is riding a bike i.e PULSAR and
he see women in between 50-60 year waiting for a
vehicle, at first he hesitate as older women don’t like bike
more but when she see it’s a bajaj model see became
ready to take lift due to trust on bajaj after that boy move
ahead and see a young girl. The young girl being impress
with new style of PULSAR ,ready to take a lift. Thus, it
attract all people inspite of age and gender .
