Bajaj Auto is India's leading two-wheeler manufacturer that promotes its brands like Avenger, Pulsar, Platina, and XCD-135 through various sales promotion strategies. For new brand launches, Bajaj promotes primarily through television, newspapers, road shows, hoardings, and test drives. Ogilvy & Mather handles promotion of Pulsar, while Lowe Lintas promotes Discover. Platina promotion is handled internally by Bajaj Auto due to its lower-segment targeting. Effectiveness is measured by comparing campaign costs to sales revenue generated. While most strategies proved successful, one promotional scheme positioning the CD-100 as a Rs. 1,000 bike backfired when discontinued.

1. Managing Sales Promotion

2. Introduction
Bajaj auto is India’s leading two wheeler
manufacturer.
Bajaj has grown operations in 50 countries by
creating a line of value-for-money bikes targeted
to the different preferences of entry-level
buyers.

3. Managing Sales Promotion
Avenger
Pulsar
Platina
XCD-135

4. Bajaj Auto Ltd. promotes sales promotional scheme
only at the time of new brand launch in the market.

5. How Do They Promote?
Television
Mass Media
Newspaper
Road Shows
Motorcycles
Hoardings
Ground
Road Shows
Level
Test Drives
Exchange
Mela

6. Promotional Strategy
Bajaj Pulsar’s sales Promotion is
Outsourced to Ogilvy & Mather
Oglivy & Mather is:
An international advertising, marketing and public relations agency
The company operates 497 offices in 125 countries with approximately 16,000
employees.
It is currently having clients like Coca-cola, Nestle, DHL, Adidas, American Express
and many more.

7. Discover Sales Promotion campaigns are handled
by Lowe Lintas part of Lowe Worldwide network.
It is one of India's best known communication
groups having headquarter in Mumbai.

8. Bajaj Platina
Promotion
Since Bajaj Platina is a
low segment Bike, the
promotion of Platina
is handeled by Bajaj
Autos itself.

9. Promoting
BAJAJ PULSAR
Bajaj pulsar Promotion is
done primarily by Mass
Media i.e. Newspaper
and Television.

10. For promotion of Pulsar
Bajaj is following
SEGMENT TARGET
POSITIONING strategy.

11. Since pulsar, being a
sports bike, is having
various models ranging
from 135cc to
220cc, advertisements
for Pulsar 220 is aimed
at High end customer
and for Pulsar 135 LS
is aimed at economy
segment.

12. Discover is promoted
using both the modes
, Mass Media and
Ground Level
Promotion .
Mass Media
Ground Level

13. Platina, being targeted to
lower end customer, uses
only ground level
promotion techniques.

14. Measuring Effectiveness Of
Sales Campaign
Measuring of the
effectiveness of existing
sales promotion is done
by measuring cost of the
campaign to the sales
revenue generated during
that period.

15. Measuring Effectiveness Of
Sales Campaign
All companies chosen
for sales promotion
are appointed based
on their past
experiences.

16. Measuring Effectiveness Of
Sales Campaign
For many years Ogilvy &
Mather and Lowe Lintas is
providing Bajaj high sales
volume in return of cost
incurred, so Bajaj is
maintaining the contract with
them.

17. Innovative sales
promotion
• Bajaj came out with the concept of
SUB DEALERSHIP which was a
completely new concept for sales
promotion.
• In which they allowed their main
dealer (SUMMON AUTO) from
Noida to open small outlet only in
Greater Noida for displaying their new
models.
• This concept was a huge success and
the sales increased rapidly.

18. OOPS!!! The
Campaign Backfired !!
• Bajaj introduced Promtional
scheme in which CD- 100 was
made available for just Rs 999
down payment.
• For that they tied up with Bajaj
Auto Finance Ltd.
• The skim successfully positioned
in customer’s mind that CD-100
is a thousand Rs. Bike.
• When the skim was discontinued
after 4-5 months, sales dropped
drastically, and as a result the
model was being forced to exit
from the market.