Brand activation is looking deeper into the possibilities within the brand, its strategy and position to find assets that have relevant consequences for the whole company. A brand can be activated in a range of situations, best summarized in four cornerstones; Products and services, Employees, Identity and Communication. An active brand offers products and services that deliver on the brand position. It meets the customer in a personal manner closely related to the position. It also has the same appearance independent of interface.
In other words, the customer will perceive the brand as “one coherent company” whether he or she meets it in digital or analog media, through a product, face to face or on the telephone. But brand activation is also communicating the position through advertising.
it is a Royal Enfield (bullet) project report. and it's used on education propose.
in project report detail about Royal Enfiled ( bullet) motor cycle company.
This project is about the various strategies that are used by the Hero motocorp and the various aspects of the company. the contents in the project are.
COMPANY OVERVIEW:
• History of Hero Motocorp
• Mission, Vision and Objectives of Hero Motocorp
• Milestones of Hero Motocorp
• Organizational Structure of Hero Motocorp
• Product line of Hero Motocorp
• Major competitors of Hero Motocorp
Corporate governance at hero motocorp
Social responsibility at hero
Ethical practices at hero
Environmental analysis
Strategy formulation
Corporate strategies
Important strategic move of hero motocorp
Competitor analysis
Hiii guys this ppt describes the whole picture of TVS motors a leading two wheeler manufacturer in india where each and everything is included with few graphical effects...a good ppt to know about the company
it is a Royal Enfield (bullet) project report. and it's used on education propose.
in project report detail about Royal Enfiled ( bullet) motor cycle company.
This project is about the various strategies that are used by the Hero motocorp and the various aspects of the company. the contents in the project are.
COMPANY OVERVIEW:
• History of Hero Motocorp
• Mission, Vision and Objectives of Hero Motocorp
• Milestones of Hero Motocorp
• Organizational Structure of Hero Motocorp
• Product line of Hero Motocorp
• Major competitors of Hero Motocorp
Corporate governance at hero motocorp
Social responsibility at hero
Ethical practices at hero
Environmental analysis
Strategy formulation
Corporate strategies
Important strategic move of hero motocorp
Competitor analysis
Hiii guys this ppt describes the whole picture of TVS motors a leading two wheeler manufacturer in india where each and everything is included with few graphical effects...a good ppt to know about the company
Company Name
Yamaha Motor Co., Ltd.
Founded
July 1, 1955
Capital
85,688 million yen (as of September 30, 2013)
President
Hiroyuki Yanagi
Employees
(Consolidated)
53,958 (as of December 31, 2012)
Parent :10,180 (as of December 31, 2012)
Sales
(Consolidated)
1,207,675 million yen
(from January 1, 2012 to December 31, 2012)
Parent: 474,589 million yen
(from January 1, 2012 to December 31, 2012)
Two-Wheeler Market, Consumer Behaviour And Marketing StrategiesViraj Hegde
Analytical Study Of Two-Wheeler Market, Consumer Behaviour And Marketing Strategies (Sample Space: - Pimpri-Chinchwad) for BBA
- Conduct Field Surveys by selecting a sample size & space of two-wheeler users
- Study primary and secondary data sources to understand consumer psychology
- Detailed Analysis of the data collected
- Examining existing and forecasting future marketing trends that would influence the two-wheeler buyers
COMPANY OVERVIEW:
• History of Hero Motocorp
• Mission, Vision and Objectives of Hero Motocorp
• Milestones of Hero Motocorp
• Organizational Structure of Hero Motocorp
• Product line of Hero Motocorp
• Major competitors of Hero Motocorp
Corporate governance at hero motocorp
Social responsibility at hero
Ethical practices at hero
Environmental analysis
Strategy formulation
Corporate strategies
Important strategic move of hero motocorp
Competitor analysis
A complete presentation on hero moto corp, with financial analysis and future trends , ideal presentation for management students , preapred by kunal khamesra, COLLEGE OF TECHNOLOGY AND ENGINEERING , MPUAT UNIVERSITY , M.B.A(TECH) , hope you will like it
Royal enfield- Operations, Production, market mix, brand valueAbhimanue Careless
Slide explains about operations management, production procedure, sales estimate, interesting videos (from movies), important terms in academic point of view! customize and edit ur slides accordingly ;)
https://www.facebook.com/abhi4abhimanue
abhimanue.2008@gmail.com
Company Name
Yamaha Motor Co., Ltd.
Founded
July 1, 1955
Capital
85,688 million yen (as of September 30, 2013)
President
Hiroyuki Yanagi
Employees
(Consolidated)
53,958 (as of December 31, 2012)
Parent :10,180 (as of December 31, 2012)
Sales
(Consolidated)
1,207,675 million yen
(from January 1, 2012 to December 31, 2012)
Parent: 474,589 million yen
(from January 1, 2012 to December 31, 2012)
Two-Wheeler Market, Consumer Behaviour And Marketing StrategiesViraj Hegde
Analytical Study Of Two-Wheeler Market, Consumer Behaviour And Marketing Strategies (Sample Space: - Pimpri-Chinchwad) for BBA
- Conduct Field Surveys by selecting a sample size & space of two-wheeler users
- Study primary and secondary data sources to understand consumer psychology
- Detailed Analysis of the data collected
- Examining existing and forecasting future marketing trends that would influence the two-wheeler buyers
COMPANY OVERVIEW:
• History of Hero Motocorp
• Mission, Vision and Objectives of Hero Motocorp
• Milestones of Hero Motocorp
• Organizational Structure of Hero Motocorp
• Product line of Hero Motocorp
• Major competitors of Hero Motocorp
Corporate governance at hero motocorp
Social responsibility at hero
Ethical practices at hero
Environmental analysis
Strategy formulation
Corporate strategies
Important strategic move of hero motocorp
Competitor analysis
A complete presentation on hero moto corp, with financial analysis and future trends , ideal presentation for management students , preapred by kunal khamesra, COLLEGE OF TECHNOLOGY AND ENGINEERING , MPUAT UNIVERSITY , M.B.A(TECH) , hope you will like it
Royal enfield- Operations, Production, market mix, brand valueAbhimanue Careless
Slide explains about operations management, production procedure, sales estimate, interesting videos (from movies), important terms in academic point of view! customize and edit ur slides accordingly ;)
https://www.facebook.com/abhi4abhimanue
abhimanue.2008@gmail.com
Local Market Activation for Big Brands | SearchCon 2016Nick Neels
Key Takeaways:
• Location prioritization techniques utilizing a combination of sales data, location saturation mapping, competitive intelligence, and performance metrics
• How to rank and propose specific tactics for priority markets (SEO, PPC, LLM, Reviews, and more)
• Education strategies to secure client buy in and budget for the local market activation plan
• Best practices for scaling and reporting on the local market results to prove digital ROI
Joshi Inc. is an "IT and Marketing Solutions" company, that specializes in Web & Mobile Application Development, Web Design and Social Media Marketing. We also offer Creative services in the areas of Branding and Graphic Design.
SNAPPIE APP is a super simple event marketing app which allows event staff to take branded photos & videos of guests to be shared instantly. It increases exposure on social media for events and sponsors through organic reach. All of this, while collecting quality data like never before. www.snappie.co
Best Practice Automotive Marketing Trends 2015TRENDONE GmbH
Best Practice Automotive Marketing Trends 2015
Discover 10 inspiring marketing trends of leading automtive companies.
All cases include innovative approaches which make them unique and leading performers!
You can find more of those cases in the Trendone Trendexplorer!
The unveiling of the Peruvian cuisine to the TED community based on a small personal selection done by Cesar A. Zevallos Heudebert, CEO at Asix S.A.
TED University talk for TED 2009 conference on February 4, 2009 at Long Beach, California.
First Moscow Parkour Festival - Frustyle brand activationWineholidays
Frustyle brand activation proposal to support TV-campaign "Fruit against thirst" in 2006.
Frustyle is a series of stylish juice drinks of Lebedyansky JSC
WELCOME TO EVENTS PLANNING & MARKETING OF ARK BRAND ACTIVATION
Ark Brand Activation is one of the leading full-service event management companies in South India offering professional and personalized services to a host of clients since 2008. The company has evolved into a specialist Promotional event management company.
Ark exploded into the event management scene less than a decade ago, but has been shaping up the entertainment landscape with its impressive clientele, spectacular sets, magnificent shows and never-before-thought-of concepts. Our clients benefit from our in-depth experience & knowledge in a number of industries and businesses. We, as experienced professionals bear the responsibility to ensure every event from start to finish is designed to make you happy. We look into all the aspects that need to be taken care of from the most obvious to the finest details that meet your level of satisfaction.
We look forward to a long-term association with you
Ark started off with just product promotion activities and eventually expanded its capability spectrum to handle concept based ,product launches, Out door media, Dealer Boards, Road shows, corporate events, conferences, seminar arrangements, venue selection, entertainment, celebrity co-ordination and celebrity participation, exhibition stall designing and stall fabrication, award ceremonies, dealer meets, annual general meetings, fun parties, theme based events etc.,
The company offers comprehensive services to ensure everything is taken care from concept to completion well within the budget and deadline. Ark has a professional team with hands-on experience and creative skills to ensure every aspect of the event is handled with finesse. From designing to execution to co-ordination… what you need is what we deliver. Every show conducted by Ark stands a tall testimony to its conceptualization skills, creative execution capabilities, eye for details and the passion to deliver excellence.
Ark is a vertically integrated event management company. Meaning, you get everything under one roof. No outsourcing, no third party dependence. From Promotion to Branding to designing to Fabrication to props to furniture to lighting…. you get everything within your budget. Hence you save your time and money with Ark.
This documents showcases the importance of Ling term strategy by building core compentency and hence turning profitibility which builds a sustainable business.
Disrupting Lean Six Sigma; How to make Lean Six Sigma relevant to Start-Ups?Ashish Michael
How to make Lean Six Sigma relevant to Start-Ups?Lean Six Sigma is slowly dying; the era of Manufacturing Service Bases Organizations where Six Sigma focus was to reduce defect rates is past challenge is to make Lean Six Sigma relevant to Start-ups.
Advantage of 100% FDI in Indian Defence ProductionAshish Michael
It is a article written about the expected change in Indian government policy of allowing 100% FDI in defence production. It showcase the comparison how the change will be of benefit and create a WIN-WIN opportunity for both Indian manufacturing and Foreign Companies. It has been written in a fairly simple language so that a layman can also understand.
The Research is aimed at the study of Royal Enfield Brand in Indian Markets – So far how they have performed and suggestions for them to grab more market share and be profitable. Every year, they have sold modest numbers but despite low numbers, they continue to command a position of respect and awe in the Indian motorcycle market. The objective of the study was to study the different product lines, marketing strategy and Brand Management of Royal Enfield Bullets in Indian market.
1. Bullet riders are mostly Value-Expressive, with an internal locus of control and a strong sense of independence.
2. The company has been cashing in on the iconic status it has and has done little to reinforce its image amongst an exploding two-wheeler market.
3. The pricing of the motorcycle might also be looked upon as conservative.
Royal Enfield has for a while now targeted the youth market with lure of freedom. However, they have done little to reinforce their position. Maybe advertising campaigns targeted at the Value-expressive customer would enable the brand to reap the benefits of its iconic position in a much more productive way. Also, most users find it imperative for the company to improve its After Sales Service and Spares availability.
Six sigma and PMP: How can they help you togethere?Ashish Michael
This is idea of combining both Six Sigma and PMP came to me after working for nearly 5 years in Quality and Manufacturing functions of a balanced matrix organization(PMBOK). I always see Project Management not as something of future but present. So what is next, we have seen how Six Sigma brings a giant leap in quality but the problem with Six Sigma is that it is am operational tool for quality improvement. How to bring this provem concept into a project was a big challenge.
We know project is a one time activity and so we can say for design of product (DFSS), I tried to relate DFSS (Design for six sigma) with a projectized approach. And this was what I was able make. Its like a fusion, I thought this will be intresting and hence thought of sharing this “Theory” with you.
Understanding Business Culture of Shandong Machinery I&E Corporation (SDMIEC)...Ashish Michael
I was working in an Indian SOE and this created a curiosity in me regarding studying a
Chinese SOE, and understand the transition of a Chinese SOE into a Private Enterprise, the issues & problems, which are faced. I got this opportunity in SDMIEC, but for understandingthis transition I have to first understand the Chinese Business Culture. This lays the
foundation of primary and secondary objectives of my internship.
In this report I have tried to condense my 8 weeks of Internship experience at Shandong
Machinery I&E Co. Ltd (SDMIEC) in 10 chapters. I had two objectives from this internship.
One was to understand and experience Chinese Business Culture and second was to find, analyze and solve major problems faced by SDMIEC.
This is the profile of Participants fo PGPEx batch. The average experience of the batch is 5 years. And we have a diverse batch profile. If you are interested in any particular candidate or if you are interested in campus placements. Kindly contact us at the mail ID stated in Brochure. If any clarifications kindly post in comments.
I am writing this document to help out managers, who think AS9100 is a very complicated system to install, implement and follow. They have an apprehension that it requires tons of documentation and record keeping.
I will be bringing the basic outlines of how to implement a QMS (Quality Management System) from scratch, which adhere to AS9100 Rev C requirements in a very basic manner. This document alone cannot be used to implement the AS9100 Rev C; the aim of this document is to familiarize the managers about the basics of implementation of AS9100 Rev C. I have used many illustrations and also used project management concept to implement AS9100 Rev C.
DPP and its Impact on Indian Aerospace & Defence IndustryAshish Michael
In this document I have tried to analyze the effect which DPP has done on Indian Aerospace & Defence Industry. I have also elaborated the major guidelines of DPP 2011 and its latest amendment. Finally I have given some recommendation which can be included in next DPP to encourage growth of A&D sector in India.
In this document I have tried to put the basic problems faced by Marketing Managers both in B2B & B2C channels, in China. As we know China is culturally very different from the Western and Indian culture. Hence it becomes more important to understand their culture and form the marketing strategy as per that. This is a descriptive report. At the end I have tried to suggest some solutions which will help the marketing managers to be successful in China. It is really very easy to fail in China as many of Fortune 500 companies have tried and failed. Even Google is one of them, but there is always companies like Coca Cola who have a success story.
This report is only written for academic purpose.
Eurozone Crisis:Impact on Chinese & Indian EconomyAshish Michael
This report is only for academics purpose. In this report I have analyzed the events which gave rise to the economic slowdown commonly known as Eurozone Crisis. I have explained them as per the chronology of events. Further i have studies the impact of this slowdown on Chinese & Indian Economies and suggested some ways in which both India & China can pass through this phase wit
hout much damage.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
1. P R O J E C T
P R O P O S A L
Prepared
for:
Prof.
Rakesh
Premi
Prepared
by:
Ashish
Jude
Michael
(2012PGX105)
Date:
27th
March
2013
Proposal
#:
Brand
Activation
“Bajaj”
2. 2
Brand
Activation
“Bajaj”
Introduction
to
Brand
Activation
Brand
activation
is
looking
deeper
into
the
possibilities
within
the
brand,
its
strategy
and
position
to
find
assets
that
have
relevant
consequences
for
the
whole
company.
A
brand
can
be
activated
in
a
range
of
situations,
best
summarized
in
four
cornerstones;
Products
and
services,
Employees,
Identity
and
Communication.
An
active
brand
offers
products
and
services
that
deliver
on
the
brand
position.
It
meets
the
customer
in
a
personal
manner
closely
related
to
the
position.
It
also
has
the
same
appearance
independent
of
interface.
In
other
words,
the
customer
will
perceive
the
brand
as
“one
coherent
company”
whether
he
or
she
meets
it
in
digital
or
analog
media,
through
a
product,
face
to
face
or
on
the
telephone.
But
brand
activation
is
also
communicating
the
position
through
advertising.
Brand
activation
is
about
presenting
solution
to
create
a
differentiation
in
consumers
perspective
either
by
changing
its
Identity,
through
employees
or
through
the
product
or
services
they
offer.
But
all
these
changes
are
to
be
properly
communicated
to
the
Customer.
I
will
be
taking
the
example
of
Bajaj.
History
Of
Bajaj
The
Bajaj
Group
is
amongst
the
top
10
business
houses
in
India.
It
was
incorporated
on
26th
Nov
1945
as
a
2
wheeler
and
3-‐wheeler
automobile
company.
It
was
initially
in
technical
collaboration
with
Piaggiao,
Italian
Scooter
maker.
The
agreement
lasted
till
1971.
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.
The
group's
flagship
company,
Bajaj
Auto,
is
ranked
as
the
world's
fourth
largest
two-‐
and
three-‐
wheeler
manufacturer
and
the
Bajaj
brand
is
well-‐known
across
several
countries
in
Latin
America,
Africa,
Middle
East,
South
and
South
East
Asia.
3.
Brand
Activation
“Bajaj”
3
Founded
in
1926,
at
the
height
of
India's
movement
for
independence
from
the
British,
the
group
has
an
illustrious
history.
The
integrity,
dedication,
resourcefulness
and
determination
to
succeed
which
are
characteristic
of
the
group
today,
are
often
traced
back
to
its
birth
during
those
days
of
relentless
devotion
to
a
common
cause.
Jamnalal
Bajaj,
founder
of
the
group,
was
a
close
confidant
and
disciple
of
Mahatma
Gandhi.
In
fact,
Gandhiji
had
adopted
him
as
his
son.
This
close
relationship
and
his
deep
involvement
in
the
independence
movement
did
not
leave
Jamnalal
Bajaj
with
much
time
to
spend
on
his
newly
launched
business
venture.
Initial
Scenario
till
Mid
1980s
(License
Raj)
Till
mid
1980’s
Bajaj
was
enjoying
its
leader
position
in
two-‐wheeler
market.
They
were
largest
scooter
manufacturer
and
there
used
to
be
advance
booking
for
scooters.
They
launched
their
first
motorcycle
in
1981
but
it
was
not
successful.
It
was
mid
80’when
Hero
and
Honda
signed
a
JV
and
Hero
Honda
entered
with
their
first
bike
in
1984.
But
until
1990’s
it
was
the
Bajaj
scooters
ruling
India’s
roads
as
they
were
seen
as
family
vehicle.
Problems
after
mid
1980’s
(End
of
License
Raj)
The
end
of
license
raj
started
problem
for
Bajaj.
There
was
no
more
monopoly.
Hero
Honda
was
already
there.
Petrol
prices
started
to
rise
and
people
were
looking
for
more
fuel
efficient
two
wheelers.
Bajaj
tried
to
came
back
by
4
stroke
scooters
but
they
were
not
successful.
Hero
Honda,
Yamaha,
TVS
Suzuki
had
already
started
to
eat
Bajaj’s
share
and
things
were
looking
very
gloomy
for
Bajaj.
The
Revival
of
Bajaj
by
Rajiv
Bajaj
The
results
of
1998
were
very
complex
for
Bajaj,
there
was
a
question
which
way
to
go?
They
had
cash
reserve
but
there
was
no
idea
how
to
sustain
their
market
position?
The
emission
norms
were
very
strict
and
two
stroke
scooters
were
on
the
verge
of
extinction.
The
four
stroke
scooters
were
not
so
successful
as
then
there
was
entry
of
Rajeev
Bajaj
his
son
came
to
steer
the
company
in
1991.
He
had
a
clear
vision
“We
are
not
a
scooter
company.
We
make
products
that
sell.”
A
true
professional.
He
understood
the
changing
market
and
activated
the
Brand
Bajaj.
Strategic
Decisions
Taken
for
Activation
of
Brand
Bajaj
Rajeev
change
the
product
offering
and
identity
of
Bajaj.
The
new
activated
Bajaj
was
more
young
and
dynamic
where
else
old
identity
of
Bajaj
was
of
traditional.
The
targeted
the
growing
youth
4. 4
Brand
Activation
“Bajaj”
population,
offered
them
bikes
instead
of
scooters.
All
types
of
bikes
cruser
such
as
eliminator,
sports
as
Pulsar
and
economical
such
as
Boxer.
He
Changed
the
Logo
of
Bajaj,
which
had
a
more
dynamic
appeal.
Following
are
the
changes
by
Mr.
Rajeev
Bajaj.
Logo
Traditional
Old
Logo
Dynamic
New
Logo
The
change
is
clearly
communicated
and
it’s
an
important
part
for
Brand
Activation.
Change
in
Product
Offering:
Bajaj
Dramatically
changed
its
product
line
from
Scooter
oriented
to
Motorcycles.
Even
for
the
three
wheelers
they
brought
4
stroke
variants
and
now
CNG.
They
introduced
automatic
scooterettes
for
ladies
and
unisex
both.
The
motorbikes
cater
to
all
the
rising
needs
such
as
Boxer
for
smaller
towns
&
villages,
Patina
was
100
cc
fuel-‐efficient,
Discover
was
performance
oriented,
Pulsar
is
a
sports
bike
and
avenger
a
curser
bike.
Bajaj
old
Product
Line:
5.
Brand
Activation
“Bajaj”
5
Bajaj
New
Product
Line
Change
in
Communication:
The
first
Television
advertisement
they
launched
after
transformation
was
“Badal
rahe
hum
yaha,
humara
kal
humara
aaj”.
They
linked
the
past
and
tradition
to
the
modern
and
dynamic
outlook.
They
have
shown
all
the
new
models
of
motorcycles
and
a
well-‐knitted
Indian
tradition
in
the
Television
advertisement.
It
was
a
well-‐thought
and
excellent
Brand
Activation
shown
by
Bajaj.
Change
In
Strategy:
The
Bajaj
brothers
(Rahul
and
Shishir)
say
the
problem
was
of
one
of
attitude:
Bajaj
was
a
scooter
company
and
therefore
the
motorbike
department
was
given
second-‐class
treatment
(it
was
only
10
per
cent
of
their
business
in
1996),
the
quality
of
the
products
was
poor,
and
they
did
not
offer
fuel
efficiency
the
way
the
Japanese
bikes
did.
In
1997,
Rajiv
walked
into
the
Aurangabad
plant
and
ordered
it
shut
down.
Says
Sanjiv:
"It
was
unimaginable
and
against
everything
Bajaj
had
stood
for.
In
40
years
we
had
never
shut
production
anywhere.
But
we
realized
that
a
shock
needed
to
go
through
the
system."
Their
father,
he
says,
had
not
opposed
the
move.
6. 6
Brand
Activation
“Bajaj”
That
was
just
the
beginning.
When
the
brothers
discovered
that
they
had
over
1,000
vendors
supplying
them
components,
many
of
which
were
plain
bad,
Rajiv
decided
to
prune
them
down
to
a
realistic
200.
And
the
labor
force
was
trimmed
down
from
23,000
to
virtually
half
that
through
a
VRS
scheme.
"We
had
studied
in
the
local
school
within
the
premises,
had
played
with
many
of
them,
some
were
our
friends,"
says
Sanjiv,
"suddenly,
we
had
to
let
them
go."
The
challenge
was
to
get
the
right
products
at
the
right
price,
to
bring
in
Japanese
productivity
tools
to
reduce
costs
just
as
the
competitors
were
doing.
Sanjiv,
who
had
joined
the
company
armed
with
an
MBA
from
Harvard,
says
his
reading
of
big
companies
like
Honda,
Toyota
and
Apple
had
taught
him
one
thing:
a
successful
company
needs
a
good
product.
But
most
workers
in
the
Pune
plant
did
not
believe
you
could
bring
in
Japanese
management
practices
into
India
there
was
stiff
resistance
to
the
move.
That's
when
the
two
brothers
made
an
unusual
decision.
They
decided
to
set
up
a
new
mobike
plant
but
not
at
their
existing
facility
in
Pune.
Instead,
they
chose
Chakan,
an
hour's
drive
from
Pune.
Says
Sanjiv:
"We
realised
that
sometimes
people
have
to
be
taught
by
example.
That's
what
we
did
in
Chakan."
Chakan
was
like
a
laboratory.
There
was
no
concept
of
workers
-‐-‐
everyone
was
"staff"
-‐-‐
and
the
factory
had
the
luxury
of
a
three-‐hour
gap
between
shifts
for
maintenance.
Productivity
levels
virtually
doubled
per
worker
as
compared
to
the
company's
Pune
plant,
and
it
remains
the
benchmark
to
push
productivity
levels
in
all
other
units.
The
next
challenge
was
to
get
the
products
right.
Rajiv
took
up
the
cudgels
by
personally
supervising
even
nitty-‐gritty
details,
from
the
styling
and
paint
to
the
design
of
the
console,
the
right
grip
and
even
the
spark
plug
to
use.
A
project
for
a
bike
is
conceived
depending
on
inputs
from
the
marketing
team.
The
design
department
then
comes
up
with
eight-‐10
different
designs
that
Rajiv
and
his
team
narrow
down
to
three
or
four.
Feedback
on
the
styling
is
sought
through
market
surveys
and,
finally,
two
prototypes
of
the
bike
are
made.
Rajiv
&
Co
work
on
at
least
two
to
three
variations
of
engines,
of
which
one
is
selected.
This
takes
24-‐30
months.
That
is
how
many
of
their
hit
bikes
were
built.
Rajiv
and
Sanjiv
found
there
was
a
market
of
customers
looking
for
something
more
than
just
a
bike
for
commuting
-‐-‐
they
wanted
rugged
styling
and
more
power.
Pulsar
(150
cc
and
180cc)
was
born
from
this
market
reaction.
But
Sanjiv
notes:
"When
we
7.
Brand
Activation
“Bajaj”
7
conceived
the
bike,
we
thought
the
target
audience
would
be
25-‐35-‐year-‐olds.
But
when
we
saw
the
sales
chart,
it
was
being
being
picked
up
by
35-‐45-‐year-‐old
customers."
The
Bajajs
say
they
realised
the
reason
when
they
saw
the
stance
that
riders
took
while
driving
the
bike
-‐-‐
the
product
was
fulfiling
the
desire
of
the
riders
to
take
on
a
youthful
persona.
Perhaps
in
the
same
way
the
formally
dressed
executive
in
the
US
may
drive
a
Range
Rover
SUV
to
create
the
image
of
a
man
who
seeks
adventure.
Rajiv
realised
that
to
crack
the
125
cc
segment
where
Hero
Honda
had
been
ruling
the
market
was
going
to
require
a
very
strong
reason.
A
market
survey
showed
that
Honda's
bikes
provided
reliability.
But
Sanjiv
and
Rajiv
did
not
miss
out
on
some
key
revelations:
customers
thought
that
the
Honda
bikes
did
not
have
enough
power,
and
would
prefer
bikes
with
superior
styling.
Rajiv's
mandate
to
the
design
department
was
simple:
they
would
have
to
build
a
bike
with
these
two
basic
qualities
without
compromising
on
either
price
or
fuel
efficiency.
Bajaj
Discover
was
born
from
this
understanding,
and
the
company
sells
over
25,000
of
these
bikes
every
month.
But
analysts
say
the
brothers'
drive
for
volumes
is
already
effecting
margins.
A
senior
analyst
in
Motilal
Oswal
says
margins
of
the
company
have
fallen
to
16
per
cent
(from
18
per
cent
earlier).
He
points
out:
"That
they
are
selling
125
cc
bikes
at
100
cc
prices
is
cause
for
worry.
They
are
dependent
on
the
entry
level
for
large
volumes.
And
three-‐wheeler
sales
are
down."
Conclusion:
Brand
Activation
is
a
perfect
mix
of
bringing
about
a
change
in
Product/services
offering,
employee
outlook
and
belief
and
Identity
of
brand
itself.
Its
like
a
re-‐birth
of
a
brand
and
the
most
difficult
task
to
use
the
earlier
brand
equity
during
Brand
Activation.
Bajaj
was
successful
in
doing
so.
Rajeev
Bajaj
was
the
turnaround
leader
for
Bajaj
to
turn
the
tables
for
them.
And
he
used
brand
activation
as
a
tool
for
reviving
the
company.
8. 8
Brand
Activation
“Bajaj”
Reference:
1. Brand
Activation
by
By:
Paul
Morel,
Peter
Preisler
and
Anders
Nyström
2. Transformation
of
Bajaj
Auto
Ltd
by
Geetha
Parimal,
Sumatra
Goshal
and
Sudeep
Budhiraja.
3. “How
the
sons
transformed
Bajaj”
article
from
Business
Standard
by
Surajeet
Das
Gupta.