Bajaj Auto Limited started in 1926 as a trading company called Bachraj Trading Corporation. It began importing and manufacturing 2 and 3-wheelers in India in the 1940s and 1960s. In the 1970s, Bajaj launched its Chetak scooter brand and positioned it as reliable and trustworthy for customers through its iconic "Hamara Bajaj" advertising campaign. However, Bajaj lost market share in the 1990s as consumer preferences shifted away from scooters towards motorcycles. To adapt, Bajaj launched new motorcycles from 2001 with the "Inspiring Confidence" strategy. In 2007, Bajaj announced its new "Distinctly Ahead" strategy focused on

1. BAJAJ AUTO LIMITED A JOURNEY FROM “ HAMARA BAJAJ” TO “ DISTINCTLY AHEAD”

2. BACKGROUND Founded in 1926 A.D. by Jamnalal Bajaj. Initially known as Bachraj Trading Corporation Ltd., a trading company. In mid-40’s started as an importer of 2-&3-wheelers. In 1959, secured a License from GoI to manufacture 2- & 3-wheelers. In 1960 A.D. was renamed as BAL. In 1960, started manufacturing & exports of motorscooters, motorcycles & automobiles.

3. BAL & Indian 2-wheeler Mkt. In 1959, secured license from GOI. Indian industry plagued by “License Raj”. BAL launched – CHETAK – its flagship scooter model in 1972.

4. “ Hamara Bajaj” Positioned CHETAK brand with this ad campaign. Core Values : Reliable & Trustworthy. Campaign based on V-F-M products. Ad campaign helped bajaj position CHETAK: “ a geared model-scooter occuping near iconic status”.

5. Turning Point. Why? BAL – drastic declining of sales in 1990. Main reasons cited: Shift in Consumers Preference, Recession, Neglecting Customers

6. Paradigm Shift…… In 2000 BAL lost its No.1 position to HHL. Geared Scooter Sales drop by 41% in 2001. Growing popularity of Motorcycles. Change in consumer preference, “ from scooters to 4-stroke engine motorcycle”. Reoriented business: launched series of new motorcycle in market.

7. Change in Communication Strategy:

8. “ 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. But…………………..

9. In spite of changing its focus & strategy from scooters to motorcycles BAL - MD felt that: "Like Volkswagen Beetle, the product (Bajaj Chetak) had lost its relevance." Rajiv Bajaj, MD, Bajaj Auto Ltd., in January 2006. "We believe it is not good enough to be better, it is important to be distinct.” Rajiv Bajaj, Managing Director, BAL. This Lead to the strategy of…………

10. “ Distinctly Ahead” BAL announced new corporate strategy in mid 2007. USP – Styling & Technology. Repositioned itself – aggressive & fast-paced. ‘ Distinctly Ahead’ focused on 3-core values: Innovation, Speed & Perfection.

11. The ad featured pay-off line, “ Alag Andaaz, Alag hai Khoj, Rakhe Aage, Hamari Soch.” Launched Bajaj Pulsar – flagship brand- based on this strategy.

12. Product Portfolio:

13. THANK YOU PREPARED BY: MR. TARUN PAL, MBA (JUNE 07 – 09) INSTITUTE OF BUSINESS STUDIES & RESEARCH, CBD BELAPUR, NAVI MUMBAI. EMAIL ID: tarun_bemba@zapakmail.com