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Bajaj Auto Limited -TiTans
Flow	 Introduction Product Portfolio Pulsar Discover RE-Rickshaw Evolution Future 2 11/20/2009
Introduction	 Indians Largest 2-wheeler and 3-wheeler Company Bajaj Group founded in 1926 by  Sh. Ganshyam Das Bajaj Bajaj Auto started on Nov 29 , 1945 as M/s Bachraj Trading Corporation ltd.  Net Sales worth Rs. 88.11 Bn Production capacity 3.96 Mn per year Has tie up with many international players 3 11/20/2009
Time Line 4 11/20/2009
Product Portfolio  ( 2-Wheeler)	  5 11/20/2009
Product Portfolio  (3-Wheeler)	  6 11/20/2009
Product Life Cycle  7 11/20/2009
BCG Matrix 8 11/20/2009
Bajaj Pulsar  Launched in 2001 Pulsar is the leader in the 150 cc + segment in India Market share of 43% Tag Line : “Definitely Male “  Comes in 180 , 200 , 220 variant  9 11/20/2009
Positioning : Pulsar		  10 11/20/2009
Key Competitors Apache (TVS) Hunk (Hero Honda ) Karizima (Hero Honda ) CBZ (Hero Honda ) Fz-16 (Yamaha) 11 11/20/2009
Brand  Positioning  Statement  “DEFiNiTELY      MALE” 12 11/20/2009
Bajaj Discover	 Launched in 2004 Highest selling 125 cc bike in India  Comes in 100cc  and 135 cc variants  Tag line  “Last Temptation “ Only Brand to have a Brand Ambassador  13 11/20/2009
Positioning : Discover		  Style with Performance Positioned as a fuel efficient bike. Discover – a bike for each segment of people. 14 11/20/2009
Discover Competitors 15 11/20/2009
Brand  Positioning  Statement  A  man  can resist  anything  but  Temptation 16 11/20/2009
Passenger Vehicle (RE ) First launched in 1977 Known as Tuk-Tuk. Dominant in Domestic Market   Market Share 63% Strong presence in International Market Also Present in an Eco-Friendly Variant 17 11/20/2009
Positioning : RE - Rickshaw No Evident promotional campaign. Strong pan India presence. Strong Supply chain.  “ Monopoly “ 18 11/20/2009
RE Competitors TVS Mahindra & Mahindra Piaggio   19 11/20/2009
International Presence 20 11/20/2009
Evolution of Bajaj Auto - 90’s Brand Image : HAMARA BAJAJ Flagship Brand : Chetak  21 11/20/2009
Bleeding of Hamara Bajaj 22 11/20/2009
Loosing Market Share 23 11/20/2009
Rebranding of Hamara Bajaj 24 11/20/2009
The Flying  25 11/20/2009
Ad Campaigns at various stages 26 11/20/2009

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Bajaj Auto Limited

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