How Bajaj Auto efficiently ,adopted the key marking strategies for targeting segmenting and positioning, to remain a top player in auto sector

1. Marketing strategies
OF
By
Rahul Kaushik

2. About BAJAJ
 The Bajaj Group is amongst the top 10 business houses in India. Its footprint
stretches over a wide range of industries, spanning automobiles (two-
wheelers and three-wheelers), home appliances, lighting, iron and steel,
insurance, travel and finance.
 Bajaj Auto is the flagship of the Bajaj group of companies. is an Indian two
wheeler and 3 wheeler manufacturing company , and is chaired by Rahul
Bajaj
 Motorcycles (Worlds 4th ,India’s 2nd largest manufacturer )
 Scooters
 Auto rickshaw
 India’s largest exporter of motorcycles and three-wheelers.
 The Bajaj brand is well-known across several countries

3. Bajaj Timeline
 It started as a distributer of Italian Vespa150 in India
 By 1960’s it took up licence and started manufacturing in collaboration with
Piaggio,Italy Vespa 150. The association lasted till 1971.
 After parting from Piaggio ,in 1972 it launched Bajaj Chetak which became an
instant hit, by 1980’s Bajaj became the top scooter producer by far, and during
those times its chetak brand had 10 years of waiting period.
 During 1980’s capacity licencing and foreign collaboration for two –wheelers were
liberalised. All the world's top players (Honda, Suzuki, Yamaha, Piaggio, Garelli,
Peugot) entered through collaborations or joint ventures. Bajaj Auto met the
challenge with ease and still remained the preferred choice.
 With liberalisation in 1990’s ,since traditional constraints ended ,foreign
manufacturers entered , India began to prefer motor cycle , where hero Honda had
all ready established it self. Bajaj collaborated With Japanese Kawasaki to produce
motorcycle,but still could not pose any threat to Hero Honda
 In 2001 Bajaj launched Pulsar which turned out to be a game changer, and it brought
back Bajaj in 2 wheeler market .

4. Evolution of Bajaj

5. Various marketing strategies followed by
bajaj Before 2000
 Low price scooters
 Advertisements
 No brand ambassadors
 Conveying the feeling of Indianness : By highlighting how integral it was in
people's lives -Stringing together a montage of the legendary Chetak scooters
in use everyday, be it dropping one's kid to school or bringing home the
groceries. Matriculated a way for consumers to feel good about Indian-made
products
 Taglines : Hamara BAJAJ followed the line 'Buland Bharat ki buland tasveer’.
 Branding on famous India names like chetak (Based on the Maharana Pratap
horse )

6. Marketing strategies post 2000/Branding of
motorbikes
 It followed the strategy of Segmentation Targeting and positioning
 Segmentation : It placed the pulsar in the market against Hero Honda CBZ in the
150 segment. Similarly Introduced Platina for 100cc ,and Discover in the 125 cc
category. Later on brought in Avenger for higher segment.
 Targeting: Targeted the youth with ,sporty looks ,stylish design, disc brakes.And
with its advertisement Champaign of “He-Bikes” centred at youth, made it an
inseparable attribute to Males.
 Positioning: It positioned CT100 In the “low style Low price” segment along with
hero Honda splender.

7.  Brand association : Associated with
MTV in 2009 to launch Pulsar MTV
stunt Mania.
 This was also aimed at targeting the
youth.

8. Current marketing strategies
 Still focused on Twin Brand Strategy of pulsar and discover to compete and grow in
the domestic motorcycle market. Bajaj has been launching models under its two
strong brands — Pulsar and Discover with former focusing more on sports segment
and latter targeting commuter segment.
 More emphasis on capturing the commuter segment , by discover 125 and 100 .While
125 targets the customers looking for premium or sportier features, Discover 100 is
targeted at safety and commuter features-conscious buyers.
 In current motorbike market consumers are able to clearly associate brands with
positions like Honda = quality, Hero = mileage, Yamaha=style and Bajaj = power. Thus
more focused on providing power bikes.
 Exploring international markets like Latina America (Particularly Brazil), and middle
Africa.

9. 2014 Market share

10. Suggested strategies
 Entering in E-Scooter segment ,with powerful e-scooters Bajaj can explore
huge untapped market opportunity.
 Starting up gearless scooters, rebranding the legendary Chetak in gearless
segment (like piaggio did with vespa )
 Brand ambassador: A well know ,famous personality as a brand ambassador
instead of no brand Ambassador might also help.