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Bajaj Auto Limited

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Bajaj Auto Limited

  1. 1. Bajaj Auto Limited<br />-TiTans<br />
  2. 2. Flow <br />Introduction<br />Product Portfolio<br />Pulsar<br />Discover<br />RE-Rickshaw<br />Evolution<br />Future<br />2<br />11/20/2009<br />
  3. 3. Introduction <br />Indians Largest 2-wheeler and 3-wheeler Company<br />Bajaj Group founded in 1926 by Sh. Ganshyam Das Bajaj<br />Bajaj Auto started on Nov 29 , 1945 as M/s Bachraj Trading Corporation ltd. <br />Net Sales worth Rs. 88.11 Bn<br />Production capacity 3.96 Mn per year<br />Has tie up with many international players<br />3<br />11/20/2009<br />
  4. 4. Time Line<br />4<br />11/20/2009<br />
  5. 5. Product Portfolio ( 2-Wheeler) <br />5<br />11/20/2009<br />
  6. 6. Product Portfolio (3-Wheeler) <br />6<br />11/20/2009<br />
  7. 7. Product Life Cycle <br />7<br />11/20/2009<br />
  8. 8. BCG Matrix<br />8<br />11/20/2009<br />
  9. 9. Bajaj Pulsar <br />Launched in 2001<br />Pulsar is the leader in the 150 cc + segment in India<br />Market share of 43%<br />Tag Line : “Definitely Male “ <br />Comes in 180 , 200 , 220 variant <br />9<br />11/20/2009<br />
  10. 10. Positioning : Pulsar <br />10<br />11/20/2009<br />
  11. 11. Key Competitors<br />Apache (TVS)<br />Hunk (Hero Honda )<br />Karizima (Hero Honda )<br />CBZ (Hero Honda )<br />Fz-16 (Yamaha)<br />11<br />11/20/2009<br />
  12. 12. Brand Positioning Statement <br />“DEFiNiTELY MALE”<br />12<br />11/20/2009<br />
  13. 13. Bajaj Discover <br />Launched in 2004<br />Highest selling 125 cc bike in India <br />Comes in 100cc and 135 cc variants <br />Tag line “Last Temptation “<br />Only Brand to have a Brand Ambassador <br />13<br />11/20/2009<br />
  14. 14. Positioning : Discover <br />Style with Performance<br />Positioned as a fuel efficient bike.<br />Discover – a bike for each segment of people.<br />14<br />11/20/2009<br />
  15. 15. Discover Competitors<br />15<br />11/20/2009<br />
  16. 16. Brand Positioning Statement <br />A man can resist anything but Temptation<br />16<br />11/20/2009<br />
  17. 17. Passenger Vehicle (RE )<br />First launched in 1977<br />Known as Tuk-Tuk.<br />Dominant in Domestic Market <br /> Market Share 63%<br />Strong presence in International Market<br />Also Present in an Eco-Friendly Variant<br />17<br />11/20/2009<br />
  18. 18. Positioning : RE - Rickshaw<br />No Evident promotional campaign.<br />Strong pan India presence.<br />Strong Supply chain. <br />“ Monopoly “<br />18<br />11/20/2009<br />
  19. 19. RE Competitors<br />TVS<br />Mahindra & Mahindra<br />Piaggio <br />19<br />11/20/2009<br />
  20. 20. International Presence<br />20<br />11/20/2009<br />
  21. 21. Evolution of Bajaj Auto - 90’s<br />Brand Image : HAMARA BAJAJ<br />Flagship Brand : Chetak <br />21<br />11/20/2009<br />
  22. 22. Bleeding of Hamara Bajaj<br />22<br />11/20/2009<br />
  23. 23. Loosing Market Share<br />23<br />11/20/2009<br />
  24. 24. Rebranding of Hamara Bajaj<br />24<br />11/20/2009<br />
  25. 25. The Flying <br />25<br />11/20/2009<br />
  26. 26. Ad Campaigns at various stages<br />26<br />11/20/2009<br />
  27. 27. Future<br />27<br />11/20/2009<br />
  28. 28. Recommendations<br />Company should keep focusing on the fast growing motorcycle segment. <br />Strengthen its position in ungeared segment.<br />Concentrate on JV’s for techno needs.<br />Look to expand their base outside further. It already had a strong presence in Africa and South Asian Countries.<br />Concentrate on Blue Ocean of Second hand Bike Market .<br />Aggressive Launch its new Low Cost Car.<br />Focus on Easy Credit Lending - In the present economical crisis, Bajaj can utilize its subsidiary, Bajaj insurance in coming up with schemes that will help consumers buy two wheelers on friendly terms.<br />28<br />11/20/2009<br />

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