The document provides information about the Bajaj Group and Bajaj Auto Ltd. It discusses how Bajaj Auto was founded in 1945 and is now India's second largest motorcycle maker. Rahul Bajaj is the current chairman. Bajaj Auto manufactures scooters, motorbikes, and 3-wheelers and has a dominant presence in exports to various international markets. It is well-known for R&D and low-cost manufacturing. Over the years it has launched many popular models like Chetak, Boxer, Pulsar, Discover, and Platina.

1. “ Do whatever you think best, but be best at whatever you
do”
-- Rahul Bajaj

2.  Founded in 1926.
 The Man behind Bajaj :
JAMANLAL BAJAJ
 1931, started as Sugar
Manufacturing factory.
 KAMALNAYAN BAJAJ, in
1942, diversified it into various
manufacturing activities.
 1945, turned as a BAJAJ AUTO.
 Rahul Bajaj took charge of the
business in 1965.

3.  Group’s Flagship company is BAJAJ AUTO LTD.
 Present Chairman and Managing Director of the
group, Rahul Bajaj - one of India’s most
distinguished business leaders.
 The Bajaj Group is amongst the top 10 business
houses in India.
 Dominant presence in Sri
Lanka, Columbia, Bangladesh, Mexico, Central
America, Peru & Egypt.
 Largest exporter of 3-wheeler.

6.  Manufacturers of Scooters, Motor Bikes, 3 Wheelers
Spare parts.
 Bajaj is India's second largest motorcycle
maker, smaller than Honda Motorcycle Scooter
India, butl arger than TVS Motor Co. Ltd.
 Bajaj Auto, is ranked as India's largest and the world's
4th largest two- and three-wheeler maker
 The company is well known for their R&D, product
development, process engineering and low-cost
manufacturing skills
 Bajaj auto has 4 plants at Akurdi, Waluj ,chakan &
sidcul.

7.  Bajaj Auto came into existence on November 29, 1945 as M/s
Bachraj Trading Corporation Private Limited.
 It started off by selling imported two-whellers & three-
whellers in india.
 In 1977 The technical collaboration agreement with Piaggio of
Italy expired
 In 1986, it managed to produce and sell 500,000 vehicles in a
single financial year.
 Bajaj entered into a strategic tie-up with Kawasaki in late
1990s to enhance its product line and knowledge up-
gradation

9. Product Portfolio:

12. 1972- BAJAJ CHETAK
1960- BAJAJ VESPA
150

13. 1997 - Kawasaki Bajaj
Boxer
1991 - Kawasaki
Bajaj 4S Champion

14. 2003 -
Caliber115, Bajaj
Wind 125, Bajaj Pulsar
2001 - Eliminator, Bajaj
Pulsar

15. 2005 - Bajaj
Wave, Bajaj Avenger,
2004 - Bajaj CT 100
2004-Bajaj Discover DTS-i

16. 2009 - Bajaj Pulsar
135(December
9)(January)
2008 - Bajaj Discover
135 DTS-i - sport
(Upgrade of existing
135 model)

20. 1-Who Buys products or services?
2-How do they buy products or services?
3-Where do they buy them?
4-How often do they buy them?
5-When do they buy them?
6-Why do they buy them?
7-How often do they use them?

21. 1.Problem recognition
2.Information search
3.Evaluation of alternatives
4.Purchase decision
5.Post purchase behavior.

23. % share of TV ad among 2 wheeler manufacturer
in 2009
Others
8%
Yamaha
9%
Bajaj Auto ltd Hero honda
13% 42%
TVS
28%

24. Rank Brand New Products
1 TVS motors TVS Apache RTR 180
2 TVS motors Scooty Streak
3 Hero Honda Karizma ZMR
4 Bajaj Auto XCD 135 DTS-Si
5 TVS Motors Flame SR125
6 Hero Honda Passion Pro

25. Companies parameters Spending in Spending in
(2009) in crore (2008) in crore
TVS Sales Promotion & 91.82 104.37
Motors advertisement
Bajaj Auto Sales Promotion & 85.27 127.15
Ltd. advertisement
Hero Sales Promotion & 249.6 221.78
Honda advertisement

26.  2001 Bajaj relaunched their ad campaign
with new advertisement.
 The younger generation had a sort of déjà
vu.
 Humara Bajaj campaign launched by Linta’s.

27.  Firstattempt by Bajaj in motorcycle
segment.
 Target customer was father but target
audience of the commercial was the son in
the family.
 Aggressiveness showed by advertisements .

28.  Target was rural population & price sensitive
customer.
 Marketed as value for the money bike.
 Gave direct competition to Dawn & MX100.

29.  Hoodibabaa campaign.
 Launched by O&M, Leo Burnett.
 Targeting customer was college goers & 25
plus executives.
 Caliber had a image of a rough & tough guy
who refuses to move from a signal when it is
red despite being honked by a gang of
roughs.

30.  “Definitely
male” ad campaign by
O&M(Ogilvy & Mather).

31.  Hero Honda
desh ki
dhadkan

33.  Joint venture of hero group of India and Honda
of Japan known as the biggest manufacurer of
two wheelers since 2001.
 Generating the revenue of U$ 2.8 billion.
 Sold 3.28 million bikes in 2008-09 fiscal year
with market share of 41.35 %.
 Hero Honda sells more two wheelers than the
second, third and fourth placed two-wheeler
companies put together.
 Main bikes- splender NXG( worlds largest selling
motor cycle), CD dawn 100cc,passion plus
100cc,Glamour 125cc, CBZ x-treme 150cc, Hunk
150cc, achiever, Karizma ZMR Fi 225cc.

34.  Third largest two wheeler company in India
and is among worlds top 10.
 More than 15 million customers.
 India's only two-wheeler company to have
won the Deming Prize awarded for
commitment to quality control, received in
2002.
 Dominating bikes- Apache RTR 160, Apache
RTR 160 Fi, Apache RTR 180, Flame DS 125,
jive125cc, star city, scooty pept plus, victor.
 Apache RTR 220 Coming soon..

35.  Indian subsidiary of Yamaha Motor Company,
formed in 2008 as a joint venture with
Mitsui.
 Known for low range economic bikes in India.
 Recently emerged as a dominant player in
the market with the introduction of FZ-16,
FZ-S, Fazer, and R15.
 Other key products-Enticer,Crux
105cc,Gladiator 125cc,Libero,RX 100, RX 135
 After the sucess of FZ series its time for SZ
series with the launch of Yamaha SZ and SZ-X
150cc bikes.

36. A dominant player in the Indian two wheeler
market.
 12 lakh sales in the last fiscal year.
 HMSI is finalizing its strategy to grab the
urban consumer more aggressively.
 Investing 500 cr in 2011 to raise itself up.
 Key products- activa, shine 125cc, CBF
stunner 125cc, CB twister110cc, unicorn
dazzler 150cc.

37. PULSAR COMPETITORS
135 cc 150-200 cc 220 cc
• TVS Apache • Hero Honda
• Splendor RTR 150 & karizma ZMR
• Start City 180
• Passion Plus • Yamha
Fazer
• Hunk
• CBZ extreme
37
11/21/2011

38. DISCOVER COMPETITORS
100 cc 125 cc 135 cc
• CD Dawn • Super • Glamour
• Splendor Splendor • Ambition
• Start • Glamour
City • Flame
• Passion
Plus
38
11/21/2011

39.  Hero Honda karizma ZMR
 TVS apache RTR 180

40.  Hero Honda- cd dawn, splender, passion
 TVS- star city, jive, Flame
 Honda 110cc twister
 Suzuki slingshot 125cc

42. OF
BAJAJ BIKES

43. BAL adopted different marketing strategies for different models
, few of them are discussed below-
Kawasaki 4s-first attempt by Bajaj to make a mark in the motor
cycle segment. The target customer was the father in the
family but the target audience of the commercial was the son in
the family. The time at which Kawasaki 4s was launched,
HERO HONDA was the market leader in Fuel – efficient
YAMAHA in the Performance Bikes.

44. The commercial of Kawasaki 4s had the punch line
” KYUN HERO”, which reflected the aggressiveness in the
marketing front by the company.
2nd marked entry of Bajaj bikes with the name ‘ Hoodibabaa’
Bike placed it as a trendy motorcycle for the college – goers
& 25 plus executives both at the same time.

45. • In the year 2009-2010 export were
over 725000 motorcycles and almost
165000 three wheelers.
• Export rose by 15%
• 28%of the companies net sales

46. EXPORTS

47. • The 1st oversea office was at Jebel Ali (free trade
zone)
• Focal point for export to Middle Africa and The
Saharan Nations.
• “Boxer for Africa”

48. The other focus areas are
South America
Brazil
Asian Nations

49. 30
25
20
15
10
5
0
2007 2008 2009

50.  The country’s 2nd biggest two- wheeler
manufacturer Bajaj Auto today posted 85.12%
increase in its motorcycle sales at 2,44,828 units in
March.
 In March previous year, the company had sold
1,32,253 units, Bajaj Auto Ltd (BAL) credited the
increase to strong sales of Pulsar and Discover
range of bikes.
The Economic times

51. 2.5
2
1.5
1
0.5
0
2007 2008 2009

52. 90
80
70
60
50
40
30
20
10
0
Bajaj Discover Bajaj CT PLATINA BOXER Scooter
pulsar 100

53.  Bajaj Auto also plans to set-up an independent network of
dealers for the Rural area’s.
 The need of financing ,selling, distribution and even after
sales services are completely different in the Rural area’s &
don’t makes sense for city dealers to control this.

54. 45
40
35
30
25
20
15
10
5
0
Bajaj Discover Bajaj CT PLATINA BOXER Scooter
Pulsar 100

55.  Bajaj is present in over 50 countries all over
the globe.
 Market leader in motorcycles in Colombia ,
Srilanka , Phillippines ,Nigeria & kenya etc.
 891,002 units exported in 2009-10, an
increase of over 15 % over the previous year.
 Largest exporter of three wheeled
commercial vehicles in the world: 164,887
units exported in 2009-10.

57. The Discover 100 cc, which was launched
only in July last year has managed to
become the second largest selling bike in
India in a span of just 11 months. The bike
has overtaken Hero Honda’s Passion and is
now closing in on the heels of Hero Honda’s
bread and butter model, the Splendor.

58. “The overall mindset of the Indian two-
wheeler buyer is transfixed towards the
fuel-efficiency of the bike. Any increase in
fuel prices has a psychological effect on the
buyer”.
Naresh Rattan, Vice-President (Marketing and Sales)

59. 60
50
40
30 BAJAJ
HEROHONDA
20
10
0
2009 2010 2009 2010

60. QUESTION - WHICH BRAND DO YOU LIKE MOST
& WHY?
ANS- 40% SAYS BAJAJ
50% SAYS HERO HONDA
WHY HERO HONDA-
1- SERVICES CENTRES AVAILABLE EASILY.
2-SPARE’S PART COST IS LOW COMPARITIVE TO
BAJAJ.
3-AVERAGE OF HERO HONDA IS GOOD.

62.  Highly experienced Management.
 Extensive R & D Focus.
 Widespread distribution n/w.
 High Performance product across all
categories.

63.  Stillhas no established brand to match
Hero honda’s Splendor in commuter
segment.
 Not a global player in spite of huge volumes.
 Not a globally recognizable brand (unlike
the JV partner kawasaki ).

64.  Double – digit growth in two wheeler market.
 Untapped market above 180 cc in
motorcycle.
 The growing gearless trendy scooters &
scooter market.
 Growing world demand for entry – level
motorcycles especially in emerging markets.

65.  The competition catches up any new
innovation in no time.
 Threat of imported motorcycles from china.
 Margins getting Squeezed from both the
direction ( Price as well as cost ).
 Tata Ace is a serious competition for the
three wheelers cargo segment.

67. purpose of bike
Others enjoy
roam 14% 21%
arround
17%
office
48%

68. suggestions
Father's
Own suggestion
46% 38%
Friend's
suggestion
16%

69. Test ride
no
26%
Yes
74%

70. 60000 60000-80000 Above 80000
18 17 15

71. presence
Yes
46%
No
54%

72. After sales services
yes
28%
No
72%

74.  All three players would be able to share
their dealership network which means
reduction in cost, better distribution network
and increased volume. For example KTM is
planning to sell 1,00,000 units by end of 2013
using Bajaj dealership network. Kawasaki
already has sold more than 500 Ninja through
Bajaj dealership network.

75. “Kawasaki would be able to learn Bajaj low
cost structure and advanced technology of
off road bikes from KTM”

76. “Bajaj on other hand would be able to
compete globally with global giants like
Honda and Yamaha by KTM and Kawasaki
partnership”

77. “KTM would able to learn manufacturing
cost
structure of high displacement motorcycle
from Kawasaki and low cost structure from
Bajaj”

79.  Bajaj Sonic
 -- New entrant in
the light sports bike
segment .
 -- Targeting Young
guys passionate for
style & performance.
 -- USP = Robust
looks & Cool Style.
 -- FEATURES = 100
cc Bikes segment with
DTSi Twin plug
technology with
exhaus TEC.

83.  Bajaj Auto says its $2,500 car, which it is
building with Renault and Nissan Motor, will
aim at a fuel-efficiency of 30 km/litre.
 The car is scheduled to be launched in 2012.
 Itis a Tata Nano competitor. The Bajaj
venture will have an initial capacity of
400,000 units, while Tata expects eventual
demand of 1 million Nanos.