Prince dudhatra

An Industrial visit report On BAJAJ AUTO LTD On Marketing mix.

Prince dudhatra

DECLARATION
I undersigned Mr.Hirani Dilip K the student of Third ear B.B.A. here!" declare that the pro#ect $or% presented in this report is &" o$n $or% and has !een carried out !" the 'uidance of Lr.(ira) s Joshi of 'eetan#ali college of co&puter science * co&&erce+B.B.A., This $or% has not !een su!&itted to an" other Uni)ersit" on an" other -.a&ination.

Date/ Place/ 0ignature +Hirani Dilip K.,

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ACKNOWLEDGEMENT
It is reall" a pleasure for &e to prepare a report at this stage1 it is &" sincere the" to than% all those $ho helped &e directl" or indirectl" during &" training process. 2irst of all I $ould speciall" li%e to than%s our Lr.(ira).0.Joshi for &" training in 3a#arshi Auto Deals P)t. to %no$ a!out Mar%eting 0trategies of Ba#a# Auto Ltd. After I $ould li%e to than% -.ecuti)e to 3a#arshi Auto Deals P)t. Ltd. 3a#%ot1 for granting &e per&ission for &" practical training. I a& )er" than%ful to Mr. 0h$etal head of ser)ice depart&ent for his )alua!le guidance1 co4operation and sparing his )alua!le ti&e also. At last !ut not lease I li%e to than%s &" friends * fa&il" &e&!ers for their encourage&ent during the training period.

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PREFACE
Industrial acti)it" pla"s an i&portant role in o)erall econo&ic de)elop&ent of the de)eloping countr" li%e India. Industrial 5isit is a part of practical training contained in B.B.A. course. B.B.A. is a special course of &anage&ent1 $here the &anage&ent %no$ledge is gi)en during the "ear and $hich is &ore related $ith the practica!ilit" of it in the &anagerial field. 0o1 I a& )er" please to get a chance to )isit 3a#arshi Auto Deals P)t. Ltd. and &ade the report on ne$ &ar%eting strategies of Ba#a# Auto Ltd.

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THE COMPANY
The Ba#a# 'roup can into e.istence during the tur&oil and the head" euphoria of India6s freedo& struggle. Ja&anlal Ba#a#1 founder of the Ba#a# 'roup1 $as a confidante and disciple of Mahat&a 'andhi1 and $as deepl" in)ol)ed in the effort for freedo&. The integrit"1 dedication1 resourcefulness and deter&ination to succeed $hich are characteristic of the co&pan" toda"1 are often traced !ac% to its !irth during those long da"s of relentless de)otion to a co&&on cause. Ka&alna"an1 the eldest son of Jamanlal Bajaj1 succeeded his father in 789:1 at the age of t$ent"4se)en. Putting the (ation !efore !usiness1 he de)oted hi&self to the latter onl" after India achie)ed independence in 789;. But $hen he did so1 he put his heart and soul into it. <ithin a short $hile1 he not onl" consolidated the 'roup1 !ut also di)ersified into )arious &anufacturing acti)ities1 ele)ating the 'roup to the status it en#o"s till this da". Rahul Bajaj toda" heads the 'roup. He has !een the chief -.ecuti)e Officer of Ba#a# since 78=> and is recognised as one of the &ost outstanding !usiness leaders in India. As d"na&ic and a&!itious as his illustrious predecessors1 he has !een recognised and international foru&s. Ba#a# is currentl" India6s largest t$o and three4$heeler &anufacturer and one of the !iggest in the $orld. Ba#a# has long left !ehind its annual turno)er of 3s. ;: &illion +78=>,1 to currentl" register an i&pressi)e figure of 3s. 9:.7= !illion +U0? 8@= &illion,.

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Manage&ent Profile
Bajaj Auto Ltd. is a!l" &anaged !" a tea& of seasoned professionals/ 3ahul Ba#a# Managing Director J. 0ridhar Ao&pan" 0ecretar" 3. A. Jain -.ecuti)e Director Madhur Ba#a# 5ice Ahair&an D. 0. Mehta <holeti&e Director 3a#i) Ba#a# President 0an#i) Ba#a# 5ice President +2inance, 3an#it 'upta 5ice President +Insurance, (. H. Hingorani 5ice President +Materials, P. B. Menon 5ice President +Pro#ects, 3. L. 3a)ichandran 5ice President +Business De)elop&ent * Mar%eting, A. P. Tripathi 5ice President +<alu#, (iladri Baner#ee 'eneral Manager +Aorporate Affairs,1 Delhi 3a&esh Bharga)a 'eneral Manager +International &ar%eting, K. P. Ahander 'eneral Manager +Machine Tool Di)ision,1 <alu# Ke)in D60a 'eneral Manager +2inance, 3. 5. 'o)ind 'eneral Manager +Product -ngineering, Ar)ind 'upta 'eneral Manager +Manufacturing -ngineering, 3. 0. 'upta 'eneral Manager +Motorc"cle Pro#ect Tea&,1 <alu# (. 5. I"er 'eneral Manager +-ngineering 0upport, Anil '. Khop%ar 'eneral Manager +Manage&ent Infor&ation 0er)ice, '. B. Laddha 'eneral Manager +2inance, 0hri%ant Marathe 'eneral Manager +3 * D, (. '. Maengane 'eneral Manager +Motorc"cle Di)ision,1 <alu# K. P. (air 'eneral Manager +Bualit" Assurance, A. K. 3ao 'eneral Manager +Mar%eting C Three <heelers, 5. M. 3ao 'eneral Manager +A%urdi, P. K. 3ath 'eneral Manager +Aha%an, 0. 3. 3age 'eneral Manager +Maharashtra 0cooters Ltd., D.K. 0har&a 'eneral Manager +Production,1 A%urdi

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HISTORY, GROWTH !E"ELOPMENT O# RAJARSHI A$TO !EAL%S P"T. LT!.

The foundation of 3a#arshi Auto Deal6s P)t. Ltd. $as in 788> in 3a#%ot. The 3a#arshi Auto Deal6s P)t. Ltd. is a partnership fir&. The &ain partner6s are 7. :. @. 9. Mr. 5ipul!hai Kothari. Mr. 0hieetal!hai Kothari. Mr. Jeetu!hai Patel. Mr. A#itsinh Jade#a.

3a#arshi Auto Deal6s P)t. Ltd. $as started in 788> $ith @ crore 3s. of in)est&ent appro.i&atel". (o$ 3a#arshi Auto Deal6s P)t. Ltd. )alue and good$ill is increase. As a dealer of Ba#a# Auto Ltd. 3a#arshi Auto Deal6s P)t. Ltd. has !een $or%ing in 3a#%ot science four "ear $ith good selling perfor&ance. DHistor"E is the &ain principle of 3a#arshi Auto Deal6s P)t. Ltd. and the" don6t charge e)en a single rupee &ore than $ith the li%ing and perfor&ance of the custo&er. Toda" the Bajaj Auto Ltd. offer a un!eata!le range of &otorc"cles to suit possi!le need of custo&er !" featuring the latest technolog" of &anufacturers of the highest Fualit" standard. The Raja&'h( Auto !)al%' P*t. Ltd. !elie)es in discipline1 faith hard$or%1 success1 and Raja&'h( Auto !)al%' P*t. Ltd. alread" pro)ed their !elie)er.

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P3OJ-AT AT A 'LA(A(a&e of the Unit Address of the Unit Phone (o 3egistered Office (a&e of the Managing Director (a&e of Mar%eting Manager (a&e of the 2inance Manager 2or& of OrganiIation ears of -sta!lish&ent (ature of Pro#ect Dealership of Head Office / / / / / / / / / / / / 3a#arshi Auto Deal6s P)t. Ltd. 3a#arshi Auto Deal6s P)t. Ltd. +G:>7, @;998=1 @;H;@G1 @;H;@7 3a#arshi Auto Deal6s P)t. Ltd.1 (r. Mala)i"a Aollege 5ipul!hai Kothari Ahandra%ant 3. Tar)lata Ma%$ana Dealership 788> Aonsu&er Dura!le Ba#a# Auto Ltd. Ba#a# Auto Ltd.1 A%urdi1 Pune1 Maharashtra1 India. Ph./ ;9;:>H7 2a./ ;9G;@8:

Prince dudhatra

I(T3ODUATIO(
Mar%eting &i. is the !ridge that di&inishes the gap !et$een the product and consu&es $ithout &ar%eting all production acti)ities $ould !e fulfill. Therefore &ore production is not enough. It is eFuall" i&portant to &a%e the consu&er a$are of the goods produced. After the consu&er i&portance to distri!ute the goods to all prospecti)e consu&ers. But the &ar%eting acti)ities do not here. The )ie$ and ideas of the consu&ers are ta%en into and the product is to !e changed according to the consu&er6s needs. Thus the su& total of all the acti)ities underta%en to satisf" the consu&ers $ants and de&ands constitutes the acti)ities of &ar%eting. Mar%eting is co&prehensi)e fir& and it includes all resources and a set of acti)ities necessar" to direct and facilities to direct the flo$ of goods and ser)ices fro& product to utilit" consu&er in the process of distri!uting. In other $ords &ar%eting co&prises of all the acti)ities in)ol)ed in the deter&ination and satisfaction of consu&er needs at a profit. Thus &ar%eting enco&passes all acti)ities of e.change conducted !" producers and &iddle&an in co&&erce for the purpose of satisf"ing consu&er de&and. In &ar%eting planning1 &ar%eting infor&ation is used to assess the situation specific &ar%eting targets are selected in the for& &ar%et seg&ents for each seg&ent of &ar%et a co&!ination of a nu&!er of de)ices or t"pes of &ar%eting acti)ities that are Aoordinated into a single &anage&ent progra&s to reach a particular target or &ar%et seg&ent is for&ulated. The co&!ination of these &ar%eting &ethods or de)ices is %no$n as the &ar%eting &i..

Prince dudhatra

Thus &ar%eting &i. is the set of &ar%eting goals that the fir& used to pursue its &ar%eting o!#ecti)es in &i. goals can !e classified as under do$n heads. There are. +. -. .. /. 0. P&odu,t. P&(,). P&omot(on. Pla,). P)o1l).

Prince dudhatra

These are popularl" %no$n as the fi)e PJs of &ar%eting &i..

PRO!$CT MI2
Product 5ariet" Product Line Design 2eatures Brand (a&e Pac%aging 0er)ices <arranties

PRICE MI2
Pricing O!# Pricing Polic" Price List Discount Allo$ance Aredit Ter&s

MA3K-TI(' Mar%eting 0T3AT-' 0trateg" +MIK, +Mi.,

PROMOTION MI2
0ales Pro&otion Ad)ertising 0ales 2orce Personal 0elling

PLACE MI2
Ahannel Distri!ution Ph"sical Distri!ution of

Prince dudhatra

PRO!$CT MI2
3 A 1&odu,t (' a 4undl) o5 1h6'(,al ')&*(,)' and '6m4ol(, 1a&t(,ula&' )71),t)d to 6()ld 'at('5a,t(on o& 4)n)5(t to th) 4u6)&.8 9 Ph(l(1 :otl)&

Prince dudhatra

INTRO!$CTION
Product is the pi)ot around $hich all the &ar%eting selecti)ities re)ol)e $ithout product1 all the &ar%eting acti)ities !eco&e useless. People satisf" their needs and $ants $ith products. Product can !e defined proudl" to co)er an"thing that can !e offered !rings to so&eone to satisf" a need or $ant nor&all"1 the $ard product !rings to &ind a ph"sical o!#ect such as on auto&o!ile1 a tele)ision or a soft drin%. <e nor&all" use the e.pression Dproduct and ser)icesE !ut in thin%ing a!out products1 their i&portance lies not so &uch in o$ning the& as in using the& to satisf" our $ants. Manufacturers get into a lot trou!le !" pa"ing &ore attention to their ph"sical product then to the ser)ices produced !" these products. The &ar%eter6s #o! is to sell the !enefits or ser)ices !uilt into ph"sical products rather than #ust descri!e their ph"sical features. Product &i. is the set of all the products line and ite&s that a particular ser)er offers for sale to !u"er the product &i. co)ers the follo$ing points.

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+A, Product 5ariet"

Product )ariet" include the t"pes of product $hich a co&pan" produces. The" &a" !efore the sa&e consu&ers or for different consu&ers. In other $ords1 the different products &a" satisf" si&ilar needs or different needs for e.g. A co&pan" &anufacturing soap for !oth these product satisf" the sa&e needs e.g. cleaning etc. But if the sa&e co&pan" starts &anufacturing their oils than this product has a totall" different seg&ent of consu&er. There fore the co&pan" $ill ha)e to all $rite its &ar%eting strateg" in order to reach this particular seg&ent of consu&ers. The product )ariet" +line of Bajaj Auto Ltd. are as follo$s., S,oot)& B(;)'
7. :. @. 9. H. =. ;. >. 0uper M4>G Ma#or M4>G Ma#or 940troc% 0pirit 0affire Legend (KT : Ahete% 940troc% <a)e 7. :. @. 9. H. =. ;. >. 8. Bo.er Aali!er Aro&a Aspire Aali!er 77H Pulsar <ind 7:H -li&inator Disco)er A.T.7GG

+B, Design
3eflect the outloo% of the product. Design reflects the features of the product $hich &a%e it different fro& other products. Designing a product is a specialist #o!. 5arious aspects of the product are to !e %ept in &ind $hile designing a product. These &a" include product differentiation1 features1 characteristics1 perfor&ance1 dura!ilit"1 repara!ilit"1 st"le etc.

Prince dudhatra

Design is the interacting force $ith all the features as its para&eters. The design has also to %eep in &ind the capital allocated to designing fro& the co&panies point of )ie$1 a $ell designed product $ould !e pleasant to loo% at eas" to open1 install learn no$ to use repair and despose etc. The designer has to ta%e all target &ar%et and $eights the different !enefits and costs.

+A, 2eatures
The ter& features refers to those inherent characteristics of the product $hich &a%es it different and uniFue fro& the other products. In other $ords features &eans an" special point differentiating that particular fro& other product. 2eatures are characteristics that supple&ent the products !asic functioning &ost products can !e offered $ith )ar"ing features. The starting points is stripped do$n or !ase )ersion !" adding e.tra features each feature has a change of capturing the dance of additional !u"ers. Thus features are the !iggest co&petiti)e goals in the hands of co&panies1 features &a%e one co&pan"6s product supplier to other co&panies producing si&ilar product.

+D, Brand (a&e

Brand (a&e refers to that na&e through $hich the productsof that co&pan" are recogniIed.Brand(a&ecan !e a na&e1 ter&1 sign s"&!ol or design or a co&!ination of the&1 intended to identif" the goods or ser)ices of one seller or a group of sellers and to differentiate the& fro& those of co&petitors.

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Brand (a&e are the &ost i&portant of an" product !ecause it is the identification of the product. Brand (a&es &a" !e the co&pan"6s na&e if sold1 or it &a" !e a different as the !etter %no$n the !rand na&e1 the higher $ill !e the sales. A po$erful !rand na&e is said to ha)e consu&er franchise. This is e)ident $hen a sufficient nu&!er of custo&er de&and that !rand and refuse a su!stitute e)en if the price is so&e $hat lo$er. Toda"1 !ranch na&e is such a strong force that hardl" an"thing goes understand.

+-, After 0ales 0er)ice

0er)ices are acti)ities1 !enefits or satisfaction that are offered after sale. In other $ords a ser)ice is an" act or perfor&ance that one part" can offer to another that is essentiall" intangi!le and does not result in the o$nership of an"thing. 2er&s Hiltpro)ide high Fualit" ser)ices undou!tfull" our perfor& their less ser)ices. 2or e.g. the &anufacturers could &a%e an arrange&ent $ith distri!utors and dealers to pro)ide these ser)ices. Thus the custo&ers dura!le &ar%et is highl" co&petiti)e in ter&s of after sales ser)ices. It so&eti&es so happens that the co&pan" increase a high cost !urden in ter&s of after sales ser)ices. But the co&pan" $hich pro)ides a !etter after sales ser)ice inspite of its cost !urden1 !enefits in the long run. Thus &an" co&panies prefer to incur high cost rather than loosing their potential custo&ers.

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+2, <arranties
Product $arranties are an i&portant pro&otional tool especiall" as consu&ers !ecause &ore Fualit" sensiti)e $arrant" &eans authorit" or #ustification that the thing sold is fit for use and the producer accepts reproduci!ilit" for repairs o)er a period of ti&e. The co&pan" can pro&ote sales !" adding a free $arrant" offer or ser)ice contract. Instead of changing for the $arrant" or ser)ice contract it offers it free or at a reduced price if the custo&ers !u" that product. Thus1 $arrant" for&s an i&portant part of custo&er dura!les custo&ers al$a"s e.cept a longer period of $arrant". But the cost !urden on the co&pan" is )er" high and the co&pan" has to perfor& cost !enefit anal"sis $hile deciding the period and scope of $arrant" onl" that polic" should !e selected $here the !enefits cut run the costs. But it is )er" difficult to calculate and &aintain !alance !" cost and !enefits. The $arrant" period of Bajaj Auto Ltd. is one "ear1 or t$o "ear depending a Bajaj Auto Ltd. is polic". The co&pan" replaces all the parts and &o)e&ents period is o)er the retailer.

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P3IA- MIK
3 P&(,) (' th) onl6 )l)m)nt o5 ma&;)t(n< m(7 that 1&odu,)' &)*)nu), all th) oth)& )l)m)nt' (.). 1&odu,t, 1la,) and 1&omot(on 1&odu,t' ,o't'.8 9 Ph(l(1 :otl)&

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INTRO!$CTION
Price is the onl" ele&ent of &ar%eting &i. that produces re)enue. All the other ele&ents that is product1 place and production procedure etc. Pricing co&position is the first pro!le& facing the &ar%eting e.ecuti)e. All profit organiIations and &an" non profit organiIation set their prices and product and ser)ice. Though &ost of histor" price $ere set !" !u"ers and sellers negotiating $ith each other sellers $ould also for higher prices then the" e.pect to recei)e and the !u"ers $ould offer less than their e.pect to pa". Through !argaining the" $ould arri)e at an accepta!le price. 0etting one price for all !u"ers is relati)el" a &odern idea. Inspite of the high degree of i&portance gi)en to the price &i. and the fact that the price &i. is onl" re)enue earning ele&ent1 &ost co&panies do not handle pricing $ell price is set independent of rest of the &ar%eting &i. rather than as an interstice ele&ent of &ar%et positioning strategic and price is not )alid enough for different products ite&s and &ar%et seg&ents. Ao&panies handle pricing in a )ariet" of $a"s. In s&all co&panies prices are often set !" the top &anage&ent rather than !" the &ar%eting or sales depart&ent.

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TH- P3IAI(' OBJ-ATI5- BAJAJ AUTO LTD.

+.

P&(,(n< Sta4(l(t6= 9

Bajaj Auto Ltd. is one of the co&panies in scooter &ar%et in India $hich call for long ter& interest of the !usiness and ai& at price sta!ilit". This atte&pt is not to let price fall lo$ during deprecation and rise too high during !oo&.

-.

To In,ha&<) Ma&;)t Sha&)= 9

The &ain o!#ecti)e of Bajaj Auto Ltd. is to get &a.i&u& share in scooter &ar%et. 0o the" ha)e set their price at definite le)el !" $hich the" can increase their &ar%et share.

Pricing Polic"
Pricing Polic" is the standing ans$er of the fir& to reFuiring pro!le& of pricing. It pro)ides guidelines to &ar%eting &anger to sol)e appropriate pricing decision. If co&petition is &ainl" on price !asis then each &ar%eter generall" prices their product at the sa&e ti&e le)el their co&petition. The Prices of !i%es1 &opeds etc1 are set up !" the Bajaj Auto Ltd. itself and the &argin of dealers co&&ission is added in the co&pan" price list. The &ain reason !ehind the cheapeners of Bajaj Auto Ltd. is &ost of the parts of the &oped and !i%es &anufacture !" co&pan" itself.

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<e can see in the follo$ing chart that the Octro"1 A0T1 etc. should !e paid according to the rules and regulation of the go)ern&ent. Pa&t(,ula&'
2actor" Price Add/ 2or$arding Handling and Loading Aharges. L Total Add. Aentral -.cise Dut" +:HM, Add. 2reight Aharges L (et Dealers Price Add. / Ao&&unication L 3etail Price Add. M. 3. A. -ntr" Ta. Add. 'u#arat 0ales Ta. +9M, L -K4sho$roo& Price Add/ 3TO Ta. Add/ Insurance * accessories L On the 3oad Price

Amt. >R'.?

Discounts
The ter& discounts &eans a deduction fro& the no&inal )al)e or price or a&t. of the product. In other $ords1 discount is the a&ount1 $hich is ta%en off the full price of the product. Most co&panies &odif" their !asic price to re$ard the custo&ers fro& such acts as earl" per&anent1 )olu&e purchases and off4season !u"ing. This price ad#ust&ent are called discounts. Discount is a )er" popular tool in the hands of top le)el &anage&ent to increase their sales. The co&panies &a%e efficient use of this tool to e.pand their &ar%et. Discount !eing a reduction in the original price of the product are relati)el" cheap fro& of attracting ne$ custo&ers and sustaining old o$ned.

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Aredit Ter&s
Aredit Ter&s refers to the rules and regulations in the for& of an agree&ent !et$een the producer and the custo&ers in relation to the credit facilit" $hich the producer gi)es to their custo&ers. In other $ords credit ter&s are the ter&s and conditions $hich are &utuall" agreed upon !" the custo&ers and producers and relates to the !enefits $hich each $ill pro)ide to other part". Depending on the polic" of the &anage&ent of the co&pan"1 credit ter&s &a" !e re&ains the sa&e fro& consu&er to consu&er or &a" ser)ices fro& consu&er to consu&er. It also depends on ho$ good relations are !et$een the producer and the consu&er. Aredit ter&s &a" also change $hen the polic" of the co&pan" changes o)er a period of ti&e. It is a !asic fact that each co&pan" has to gi)e a short or long ter&s of credit facilities if it $ants to sur)i)e in the &ar%et and in the cut throat co&petition. If co&pan" does not gi)e credit facilities1 the custo&er turns to its co&petitor6s product in costlier. Thus credit facilit" is &ust for all co&panies in order to sur)i)e. The credit ter&s of Bajaj Auto Ltd. are fairl" straightfor$ard. The credit period allo$ed to the saler is =G da"s. The co&pan" also ta%es a deposit fro& the distri!utors against the dealerships allocated to the&.

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P3OMOTIO( MIK
3P&omot(on ,om1a'')' all th) tool' (n th) ma&;)t(n< m(7 @ho') majo& &ol) (' 1)&'ua'(*) ,ommun(,at(on.8
9 Ph(l(1 :otl)&

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I(T3ODUATIO(
Pro&otion has three specific purposes. It co&&unicates &ar%eting infor&ation to consu&ers1 users and reseller. It is not enough to co&&unicate ideas. Pro&otion persuades and con)inces the !u"er and influences hisNher !eha)ior to ta%e the desired action. Pro&otional efforts act as po$erful tools of co&petition pro)iding the cutting edge of its entire &ar%eting progra&&e. Broadl" spea%ing pro&otion &eans to push for$ard or to ad)ance an idea in such a $a" as gain as its acceptance and appro)e. Pro&otion is an" co&&unicati)e1 acti)it" $hose &ain o!#ecti)e is to &o)e for$ard a product1 ser)ice or idea in an" channel of distri!ution. It is an effort !" a &ar%eter to infor& and persuade !u"ers to accept1 reco&&ended or use the article1 ser)ice or co&&unication $ith an additional ele&ent of persuasion. The pro&otional acti)it" al$a"s atte&pts to affect ideas1 products ser)ices etc. is the heart of pro&otion Modern &ar%eting causes for &ore than de)eloping a good product priding attracti)el" and &a%ing it a accusa!le to target custo&ers co&pan" &ust also co&&unicate $ith their present and potential custo&ers. Pro&otion includes the follo$ing/

Ad)ertising
>A? Int&odu,t(on= 9
The A&erican Mar%eting Association has defined ad)ertise&ent thus DAn" paid for& of non4personal presentation and pro&otion of ideas1 goods or ser)ices !" an identified sponsor. Ad)ertising is paid co&&unication presentation and pro&otion !ecause the ad)ertiser has to pa" for the space of ti&e in $hich his ad)ertise&ents appears. Ad)ertise&ents appears in the recogniIed &edia1 such as ne$s Papers1 &agaIines1 radio1 tele)ision1 cine&a fil&1 outdoor1 hoarding and posters1 directs &an and transit.

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It is paid for !" a sponsor +seller, $ho $ants to co&&unicate a!out his product or ser)ice to his custo&er. The sponsor $ants to persuade and induce the readers1 )ie$ers or listeners to ta%e so&e action )iI. To !u" the ad)ertised product so that the ad)ertising should ha)e &a. sales. 2ro& the a!o)e discussion $e can sa" that each and e)er" co&pan" $hether pu!lic or pri)ate has to ad)ertise for its sur)i)al. Bajaj Auto Ltd. has also underta%en the ad)ertising acti)ate.

OBJECTI"E
The first step in de)eloping ad)ertising progra& is to see the ad)ertising o!#ecti)es. According to Bajaj Auto Ltd. those o!#ecti)es &ust flo$ fro& decisions on the target &ar%ets1 &ar%et positioning and &ar%eting &i.. The Bajaj Auto Ltd. has underta%en the acti)it" of ad)ertising $ith a )ie$ to attain the follo$ing &ain o!#ecti)es. 7.To enhance its sales. :.To infor& the &ar%et a!out their ne$ product. @.To e.plain the uses of product. 9.To infor& a!out the price changes. H.To &aintain !rand lo"alt". =.To &aintain regular custo&er.

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To <(*) (n5o&mat(on a4out a n)@ P&odu,t= One of the &ost i&portant o!#ecti)es of ad)ertising is to infor& potential. Austo&ers a!out a ne$ product or ser)ice if people %no$ nothing a!out product ho$ can then !u"O -. To C&)at) !)mand'= The pri&ar" o!#ect of ad)ertising is to create de&and for a particular product. To infor& people a!out a people is not enough. The" &ust also !e &oti)ated to !ug it !" infor&ing the& the features attri!utes and uses of the product M.A. technical $ags. .. To 'u11o&t 'al)' man%' )55o&t'= 0ales&an deals directl" $ith custo&ers and ad)ertising renders great help to the&. <hen the custo&ers co&e to %no$. Aharacteristics Fualit" and )arious !rand of a product through ad)ertising. /. To Ma(nta(n !)mand= The o!#ecti)e of ad)ertising is not onl" to create de&and for a product1 !ut also to &aintain it at current le)el. 0. To R)du,) Co't'= The &ain o!#ect of ad)ertising is to reduce percentage cost of production and distri!ution. Ad)ertise&ent leads to increase in sales1 hence production e.pands and cost of production1 falls.

+.

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A!"ERTISEMENT COPY
Ad)ertising cop" is prepared !" an e.port cop"$riter. It includes the headlines na&e and address of the ad)ertise as $ell as the &ain te.t of the &assage. Ad)ertising cop" is the creati)e !usiness $hich de&ands lot of i&aginations foresight $ell designed ad)ertising cop" uses four !asic steps in selling the" are A.I.D.A. i.e. 7. Attraction attention :. De)eloping interest @. Arousing desire 9. 'eneration action Ad)ertising cop" should !e si&ple easil" understanda!le attracti)e and persuasi)e language there after it can gi)e action fro& consu&er side. 0o far as co&pan" is concerned ad)ertising cop" is prepared !" concerned ad)ertising agenc". There are t$o parts an ad)ertising cop" 7. Ad)ertising the&e or appeal. :. Ad)ertising la"out.

A!"ERTISING APPEAL

THEME

OR

The the&e or the appeal is the central idea around $hich the ad)ertise&ent is created. It is called the uniFue sales proposition. It represents a specific point of )ie$ of idea to stress in ad)ertise&ent. It is the heart and sound of ad)ertising cop" or &essage. There are )arious appeal used in ad)ertise&ent to sale product or ser)ice the selection of the&e is usuall" &ade !" &eans of consu&er and research.

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2or different products of BAJAJ there are appeal.

Product
0pirit
AT7GG Disco)er Aheta% $onder gear Pulsar DTS - i -li&inator

Appeal
Ao&fort
-cono&" Perfor&ance -as" in operation 0t"le Prestige

A!"ERTISING LAYO$T
Ad)ertising la"out deals $ith proper and attracti)e and ph"sical arrange&ent for the !est presentation of the &essage or sales co&&unication. A )isual part of the ad)ertising has the follo$ing ele&ents. 7. H-ADLI(-0 Headlines &ust put forth the &ain the&e in appeal in fe$ $ords. It should !e clear1 si&ple1 short and attracti)e to held attention of the prospect. It should respect the contents of ad)ertise&ent and guides the prospect properl". It &a" sho$ a pro&ise or re$ard and include pro&pt action. It should !e printed in pro&inent &anner. :. ILLU0T3ATIO(0 Illustrations pro)ide line dra$ings1 cartoon1 pictures1 s"&!ols and photograph" for attracting attention1 creating interest and arousing desire. Illustration is the !est and the &ost effecti)e $a" of co&&unication of ideas. DBAJAJ AUTO LTD.E Uses )isual de&onstration in tele)ision. @. AOLO30 It is an i&portant ingredient of an ad)ertise&ent. Aolor has great attention attracting po$er #udicious !lending of color can

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e)o%e e&otional reaction1 $hich cannot !e created !" &ore description.

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DBAJAJ AUTO LTD.E Bac%ground color is D$hiteE. 9. 0LO'A( A slogan should !e funda&ental sales argu&ent for a product or ser)ice1 e.pressed in a fe$ $ords . It should !e original and re&e&!er a!le. It should contain the !rand na&e of the co&pan". D BAJAJ AUTO LTD6sE. slogan is

Inspiring Confidence

A!"ERTISEMENT ME!IA
There are &an" t"pes of ad)ertise&ents &edia. The" are as follo$s. 7.Mural Ad)ertise&ent :.Press Ad)ertise&ent @.2il& Ad)ertise&ent 9.3adio Ad)ertise&ent H.Tele)ision Ad)ertise&ent =.Direct Mail ;.Point of purchase Ad)ertising >.Ad)ertising 0pecialties 2ollo$ing ad)ertise&ent &edia is used !" DBAJAJ AUTO LTDE. +.NEWSPAPERS Bajaj Auto Ltd. has selected ne$spaper as its &edia of ad)ertising !ecause it is the &ost effecti)e &edia. It has general and $ide appeal. The" are fle.i!le. Periodical change in siIe and content is also eas". At local le)el the" are using.

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G$JARAT SMACHAR and SAN!ESH and at the national le)el the" use different ne$spaper in different cities. Li%e in Mu&!ai1 Ah&eda!ad and Luc%no$ gi)e ad)ertise&ent in T(m)' o5 Ind(a. In Delhi1 Madras1 Pune1 Baroda1 Aalcutta1 Banglore1 H"dra!ad has gi)en ad)ertise&ent in H(ndu'tan T(m)' and Ind(an E71&)''. -. MAGAAINES MagaIines are considered to !e the &ost effecti)e &edia. Tough its colored attracti)eness1 MagaIines ha)e longer life greater retenti)e )alue as $ell as reference )alue further the" are using &anages of ad)ertise&ent !ecause selecti)e appeal is possi!le through it1 the &agaIines ha)e &ost circulation for&. Bajaj Auto Ltd. is also interests in gi)ing ad)ertise&ent in &agaIines. The" use different &agaIine for !i%es and &opeds li%e. 0port 0tar1 Aric%et1 0a&arat 0ports <orld1 Ahitrale%ha1 and A!hi"an etc. .. TELE"ISION Bajaj Auto Ltd. is using tele)ision as i&portant &edia. The" ad)ertise their product on all &ost all channels in )er" popular progra& so that the" can attract &ore custo&ers. Tele)ision ad)ertise&ent can appeal through ear as $ell as e"e can !e de&onstrated $ith e.planation. It reaches the guidance al&ost li%e personnel sales&anship. Thus it is reall" $onderful &ean of &ass co&&unication for creati)e &ar%et. Bajaj Auto Ltd. has adopted Poster1 Boards and -lectric Displa" as a &edia of outdoor ad)ertising. The" are gi)ing i&portance to this &edia !ecause it has long life general $ide appeal. It can also attract nu&!er of peoples.

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.. P$BLICITY Pu!licit" is a non personnel sti&ulation of de&and for a pro#ect ser)ice or a !usiness unit !" placing co&&ercial significant ne$s a!out it in a pu!lication or o!taining fa)ora!le presentation of it on radio1 T. 5. on &aganiIine that is not paid !" the &edia sponsor. 2or Bajaj Auto Ltd. pu!licit" as one of the part of the pro&otion &i. $hich can6t !e ignored in an" case. Till toda" &an" articles regarding the co&pan" is pu!lished in BTHE ECONOMIC TIMES% etc. Through pu!licit" of its co&pan" Bajaj Auto Ltd. has created o$n good$ill in &ar%et.

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0AL-0 P3OMOTIO(
>A? INTRO!$CTION= 9 This is one of the constituent of pro&otion ne$s. <hich is concerned $ith e.tra efforts for increasing sales. Toda"1 sales pro&otion is necessar" and not &erel" a lu.ur" or fashion. It is not e.penditureP it is an in)est&ent1 $hich can pa" rich di)idend. This is one of the constituents or pro&otion4&i.1 $hich is concerned $ith e.tra efforts for increasing sales. 0ales pro&otion is referred to acti)ities other than personal sales&anship1 ad)ertising and pu!licit". <hich sti&ulate dealer effecti)eness and consu&er purchasing. In a !roader sense1 the ter&s refer to al&ost all acti)ities of &ar%eting oganisation. Proper selection of sales &an. Pa"&ent of reasona!le salaries to the&1 pro)ision of their atte&pts to i&pro)e relations $ith distri!utors and consu&ers1 ad)ertising etc. is the acti)ities all of $hich essential ai& at increasing sales. 0ales pro&otion is defined !" the A&erican Mar%eting Association to &ean1 Dthose &ar%eting acti)ities other than selling ad)ertising and pu!licit" that sti&ulate consu&er purchasing and dealer effecti)eness1 such as displa" shoes and e.positions1 de&onstration and )arious non4recurrent selling efforts not in the ordinar" routineE. Sal)' P&omot(on In,lud)' Tool' #o& TRA!E PROMOTIONS= 9 Q-.g. !u"ing allo$ance1 2ree 'oods &achiner"1 Allo$ance1 Aooperati)e ad)ertising1 Push &one" dealers 0ales contentsR >(?

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>((?

SALES #ORCE PROMOTION= 9 Q-.g. Bonus1 0ales retailersR

In short sales pro&otion is a !ridge or connection !et$een ad)ertising and personnel selling.

Bajaj Auto Ltd. spends too &uch on !usiness pro&otion. These tools are used for such purpose as gathering !usiness leads1 increasing and recording custo&ers. The Bajaj Auto Ltd. ta%es part in e.hi!ition held up or organiIed !" so&e clu! or other association.
Thus the cost of the tool is )er" less !ut their )alue is )er" too &uch high. Large nu&!er of people attend this fair and co&e in contact $ith the product of the Ao&pan" and its uses.

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PLACE MI2
3Ma&;)t(n< ,hann)l' ,an 4) *()@)d a' ')t' o5 (nt)& d)1)nd)nt o&<an(Cat(on' (n*ol*)d (n th) 1&o,)'' o5 ma&;)t(n< 1&odu,t o& ')&*(,) a*a(la4l) 5o& u') o& ,on'um1t(on.8 4 Philip Kotler

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I(T3ODUATIO(
More production of co&&odit" is not enough !ut is &ust reach to the right &an at the right ti&e and at the right price. In &ar%eting point of )ie$ place &ist strateg" is the second i&portant ele&ent of the &ar%eting &i.. Place &i. has t$o su! di)isions. +. CHANNEL O# !ISTRIB$TION= 9 Ahannel of Distri!ution is the !est of &ar%eting institution participating in the &ar%eting acti)ities in)ol)ed in the &o)e&ent or the flo$ of goods or ser)ices fro& the pri&ar" producers to the ulti&ate consu&ers. In the field of &ar%eting the channel of distri!ution indicates roots on Parth $a" through $hich goods and ser)ices flo$ or &o)e fro& producer to consu&ers. -. PHYSICAL !ISTRIB$TION= 9 Ph"sical Distri!ution consists of those &ar%eting acti)ities related to the ph"sical handing of goods such as protecti)e pac%aging1 order processing1 in)entor" &anage&ent1 transportation and $arehousing. If "ou !uild a !etter &ousetrap the $orld $ill !eat at "our door.6 But too often the &ar%eting practitioner finds that the custo&ers cuts the deli)er" of that !etter &ouse trap at the right place at the right ti&e and at the right Fuantit". The ph"sical distri!ution function li%e other half of &ar%eting is responsi!le for co&pleting the &ar%eting transaction.

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0-L-ATIO( O2 AHA((-L
The pro!le& of selecting the !est distri!ution channel is the &ost co&ple. one. There are &an" factors affecting the channel choice as li%e natures of the product &ar%eting en)iron&ent etc. These all are the )er" i&portant factors or deter&inants of the distri!ution channel. -)er" &ar%eter has to consider all these factors at the ti&e of selection the distri!ution channel $hile selecting the channel &e&!er. Bajaj Auto Ltd. ta%es the follo$ing factors into consideration. +. #INANCIAL CON!ITION= Before appointing a dealer or agent or retailers Bajaj Auto Ltd. finds out the financial condition. If the financial condition is sound then Bajaj Auto Ltd. loo%s other aspects also. -. LOCATION= Location is the &ost i&portant for $ide &ar%et co)erage Bajaj Auto Ltd. sho$roo& are &ostl" located nearer to the co&petitor6s sho$roo& and in the centre of the cit". .. REP$TATION IN THE MAR:ET= This is considered as the D'OOD<ILLE of an" dealer agent or retailer of Bajaj Auto Ltd. and also Bajaj Auto Ltd. ta%es care to select the candidate $ho has so&e reputation in &ar%et. /. PRO"ISION #OR A#TER SALES SER"ICE= If dealer1 retailer or $holesaler is read" to gi)e after sales ser)ice to the custo&er1 the Bajaj Auto Ltd. ta%es particular decision for selection. (ot onl" that Bajaj Auto Ltd. has offered the after sales ser)ice on its )ehicle.

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(UMB-3 O2 AHA((-L L-5-L

Distri!ute &eans to distri!ute1 spread out or disse&inate. In the field of &ar%eting channel of distri!ution indicate routes or path$a"s through $hich goods and ser)ices flo$ or fro& producers to consu&ers. Thus the channel of distri!ution flo$ of/ +. -. .. /. 0. E. In5o&mat(on. Ma&;)t(n< Commun(,at(on >P&omot(on?. Mat)&(al. Man Po@)&. Ca1(tal EDu(1m)nt. N)<ot(at(on and t&an'a,t(on.

Bajaj Auto Ltd. has good channel of distri!ution to &eet the custo&ers de&and easil" of Bajaj Auto Ltd. has also started to appoint the dealer in the rural area to co)er the $hole nation. In the 3a#%ot Raja&'h( Auto !)al%' P*t. Ltd. and Auto&oti)e are t$o pri&e or authoriIed dealer of the Bajaj Auto Ltd.

MA3K-T AO5-3A'Once the general channel decide it has to !e used to increase in the share of &ar%et. Mar%et co)erage is an i&portant acti)it" $hile the co&pan" is passing fro& the period of sta!ilit". The Bajaj Auto Ltd. has also created its good position in the corporate &ar%et. It is nu&!er one in &oped and scooter and no$ a da"s in Bi%es Bajaj Auto Ltd. gets good part in the total &ar%et share.

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T3A(0PO3TATIO(
Mar%ets need to !e concerned $ith their co&panies6 transportation decision. Transportation choice $ill affect the pricing of the product on ti&e deli)er" perfor&ance and the condition of the Bajaj Auto Ltd. $hich the" arri)e all of $hich affect custo&er satisfaction. Transportation is cause of pro!le&s of ph"sical distri!ution. It is so&eti&es caused the guardian %noc% of ph"sical distri!ution &anage&ent.

<A3- HOU0I('
-)er" co&pan" has to store its goods $hile the" can6t !e sold i&&ediatel" storage. 2unction is necessar"1 !ecause production and consu&ption c"cle is rarel" &atched. The co&pan" &ust decide on a desira!le nu&!ers of stoc%ing locations. More stoc%ing location &eans that goods can !e deli)ered to custo&ers &ore Fuic%l". The nu&!er of stoc%ing location &ust stri%e a !alance !et$een custo&ers6 ser)ice le)el and distri!ution costs. 0o far as Bajaj Auto Ltd. is concerned it is not the practice of the co&pan" to pro)ide $arehousing facilit" to the dealers. Hence1 to &a%e arrange&ent of go do$ns for the storage of t$o $heelers. In 3a#%ot Raja&'h( Auto !)al%' P*t. Ltd. has a )er" !ig $arehouse.

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RESEARCH METHO!OLOGY

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CONTENTS
S&.N o
+. -. .. /.

Pa&t(,ula&'
Introduction 3esearch O!#ecti)e 3esearch Methodolog" Li&itation Of 0tud"

Pa<) No

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INTRO!$CTION
Mar%et research is an essential tool in the &ar%eting planning process and places a )ital part in the !usiness decision &a%ing process. Its application is effecti)e in all industrial1 co&&ercial and consu&er &ar%et. More i&portantl"1 the results that can !e achie)ed fro& the &ar%et research process are the real o!#ecti)e of the !usiness plan. The" are the &ost significant ele&ent of the &ar%eting &i. to influence !usiness decision.

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RESEARCH OBJECTI"E
As a student &" o!#ecti)e of preparing this research report is not onl" to su!&it the report to the saurashtra uni)ersit" !ut also to get %no$ledge in practical field of Bajaj Auto Ltd. <ith special reference to consu&er satisfaction. The real ai& of caring out the sur)e" $as to get idea a!out the follo$ing1 7. The &ain o!#ecti)e is to %no$ consu&er satisfaction to$ards Ba#a# &otor!i%es. :. To %no$ $hich &odel is &ore popular a&ong custo&er. @. To %no$ $hich factor &oti)ate the custo&er $hile purchasing the particular !i%e. 9. To %no$ $hich of the co&petiti)e !i%e the custo&er has ta%en into consideration. H. To %no$ the e.pectation of consu&er fro& the co&pan".

SCOPE O# ST$!Y=
To %no$ the consu&er satisfaction to$ards Ba#a# Auto Ltd i ha)e selected HG consu&ers for sur)e" $hich includes students1 !usiness&en1 professionals etc.

RESEARCH METHO!OLOGY
Methodolog" &eans the &ethod used !" the researcher for a s"ste&atic stud" of an" particular pro!le& or su!#ect. 2or the preparation of this report1 I ha)e used pri&ar" data !ut so far as this research report is concerned1 it has !een collected through Fuestionnaire and discussion &ethod1 $hich are the &ost co&&on !ut appropriate &ethod for getting desired infor&ation.

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TABL- L 7
(O O2 03.(O. MOD-L 3-0PO(0-0 7. AT 7GG :; :. <I(D 7:H @ @. DI0AO5-3 = 9. AALIB-3 7 H. PUL0A3 77 =. -LIMI(ATO3 4 ;. AH-TAK 7 >. 0UP-3 4 8. A0PI37 HG
50 40 30 20 10 0 MODEL

P-3A-(TA'-+M, H9M G=M 7:M G:M ::M 4 G:M 4 G:M 7GGM

1 2 3 4 5 6 7 8 9 3-D Column 10

Moreo)er the &oral of dealers can !e enhanced through ad)ertising here!" securing enthusiastic distri!ution of product. It also pro&ote !right i&age of the co&pan" in the societ".

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TABL- L :
03.(O P-3IOD O2 (O O2 PU3AHA03-0PO(0-0 7. Before = &onths H :. Before 7 "ear H @. Before 7 S "ear ; 9. Before : "ears :H H. Before H "ears > HG
50 45 40 35 30 25 20 15 10 5 0

P-3A-(TA'-+M, 7GM 7GM 79M HGM 7=M 7GGM

1 2 3 4 5 PERIOD OF PURCHASE PERCE !A"E#$%

2I(DI('0/ Out of HG consu&ers sur)e"ed it is found that 7=M of the consu&er had purchased H "ear6s ago $hile HGM of the& purchased : "ear6s ago $hile 79M of the& purchased !efore 7 S "ear $hile 7GM of the& purchased !efore 7 "ear and = &onths so fro& that $e can easil" sa" that BAJAJ AUTO LTD. Is )er" popular a&ong the custo&er6s fro& last so &an" "ear6s.

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TABL- L @
T P-0 O2 03.(O 2AATO30 7. 3easona!le 3ate :. 2uel -fficienc" @. Brand I&age 9. 3e4sale 5alue
20 15 10 5 0 1 2 3 4 !&PES OF FAC!ORS PERCE !A"E#$%

(O O2 3-0PO(0-0 9 :G 7= 7G

P-3A-(TA'-+M, >M 9GM @:M HGM

2I(DI('0/ 2ro& the a!o)e chart $e can sa" that 9GM of the consu&er purchased BAJAJ AUTO LTD60 !i%e for fuel efficienc" $hile @:M purchased it strong !rand i&age $hile :GM !u" it for it6s re4sale )alue and >M !u" it for reasona!le price. 0o $e can sa" that BAJAJ AUTO LTD60 consu&ers are &ore conscious a!out fuel efficienc" and !rand i&age.

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TABL- L 9
03.(O 7. :. @. 9. H. =. ;. >. 8. OTH-3 BIK-0 5ictor Bo.er Aali!er Pulsar -nticer -li&inator Li!ero Ma. Other
20 15 10 5 0 O!HER 'I(ES

(O O2 3-0PO(0-0 @ 77 : 7G @ : 4 4 78

P-3A-(TA'-+M, =M ::M 9M :GM =M 9M 4 4 @8M

1 2 3 4 5 6 7 8 9

PERCE !A"E#$ %

2I(DI('0 2ro& the a!o)e diagra& @>M of the consu&ers had sho$n the interest that the" are interested in purchasing other !i%e !ut it $as surprised to note that the" $ere the !i%es of BAJAJ AUTO LTD onl" for e.g. if one possess -li&inator then he is interested to purchase Pulsar.::M of the& $ere considering Bo.er $hile :GM of the& $ere interested in 5ictor1 =M of the& $ere considering -nticer and * 9M of the& ha)e considered Li!ero. 0o that $e can sa" that &ain co&petitor6s of BAJAJ AUTO LTD is 5ictor+that is considering he price factor, and Li!ero +!" considering status factor,.

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TABL- L H
03.(O 0atisfied $ith Aurrent (o Product responses 7. es 9: :. (o >
45 40 35 30 25 20 15 10 5 0 S)*+,-+./ 0+*1 Cu22.n* P2o/u3*

of Percentage+M, >9M 7=M

1 2 3-D Column 3 P.23.n*)4.#$ %

2I(DI('0 2ro& the a!o)e diagra& $e ca&e to %no$ that >9M of consu&ers are satisfied $ith their current !i%e and 7=M of the& are not satisfied $ith their !i%es. 0o that $e can sa" that &a.i&u& nu&!er of consu&er are satisfied. The satisfaction and dissatisfaction ratio appro.i&atel" H/7.

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TABL- L =
03.(O Benefit Pro&otional 7. es :. (o
35 30 25 20 15 10 5 0 '.n.-+* oP2omo*+on)l P.23.n*)4.#$% 1 2 3-D Column 3

of (o. Of Percentage+M, 3esponses 7H @GM @H ;GM

2I(DI('0 2ro& the a!o)e diagra& $e can sa" that onl" @GM of the& are ta%ing the !enefit of pro&otional sche&e $hile ;GM of the& are not ta%ing the !enefit of pro&otional sche&e fro& that $e can sa" that &a.i&u& no. of consu&er are una$are a!out pro&otional sche&e so that the" are not a!le to ta%e the !enefit of pro&otional sche&e. 0o it is ad)ised that co&pan" should gi)e &ore ad)ertise&ent regarding pro&otional sche&e.

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TABL- L ;
03.(O <ant to change "our (o. O2 Percentage+M, &otor!i%e 3esponses 7. es 7> @=M :. (o @: =9M
35 30 25 20 15 10 5 5)n* *o 31)n4. 6ou2 mo*o27+8. 0 P.23.n*)4.#$ % 1 2 3-D Column 3

2I(DI('0 2ro& the a!o)e diagra& $e can sa" that @=M of the consu&er $ant to change their &otor!i%e and =9M of the consu&ers are not $ant to change their !i%e. 2ro& the con)ersation $ith these @=M &ass +$ho $ant to change their !i%e, co&e to %no$ so&e reasons the" are as follo$s/ 4 B" considering the ti&e period the" $ant to change "our !i%e 4 0o&e of the consu&ers are attracted to$ards ne$ &odels.

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TABL- L >
03.(O -.pectation 2ro& the Ao&pan" 7. (e$ Models :. Mileage @. Pro&otional 0che&e 9. Better after sales ser)ice
18 16 14 12 10 8 6 4 2 0 E9:.3*)*+on F2om *1. Com:)n6

(o Of Percentage+M, 3esponses 7; @9M 7G :GM 77 ::M 7: :9M

1 2 3 4 P.23.n*)4.#$ %

2I(DI('0 2ro& the a!o)e diagra& $e can sa" that @9M of the consu&ers are e.pected fro& co&pan" to offer ne$ &odels as such consu&ers ha)ing an esthetic appeal $hile :9M of the& e.pect after sales ser)ice1 ::M e.pect &ore pro&otional sche&e and :GM of the& e.pect !etter &ileage.

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LI(ITATIO( O2 0TUD
-)er" research report is to al$a"s perfect e)er" research is conducted %eeping in &ind certain constrains and restrictions. As a student1 I tried &" !est rele)ant infor&ation regarding the research !ut1 than too1 I found follo$ing li&itations of these research. The" are/ 7. 0tud" is restricted to 3a#%ot cit" onl". :. 0a&ple siIe of HG &a" not !e sufficient for &a%ing perfect e)aluation of total population. @. Keeping in the &ind the ps"chological constrains1 the Fuestionnaire includes li&ited Fuestions onl".

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AO(ALU0IO(

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AO(ALU0IO(
2ro& the anal"sis of a BAJAJ AUTO LTD. It can !e concluded that the future of the co&pan" is !right. Ba#a# auto ltd. <as the first co&pan" to get such a great response fro& consu&ers for !i%es !efore Ba#a# !i%es $ere a)aila!le !ut the" $ere not e.pected !" consu&ers so Ba#a# auto !rought a re)olution in the &ar%et of !i%e. Ba#a# auto ltd is ha)ing a good &ar%et share1 consu&ers are !rand lo"al and $ith the regular introduction of ne$ &odel. Ao&pan" is getting &ore credit in the &ar%et.

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S$GGESTIONS

Prince dudhatra

0U''-0TIO(
On the !asis of co&prehensi)e research of the Bajaj Auto Ltd. under gone at Raja&'h( Auto !)al%' P*t. Ltd. it can !e concluded that the position of the Bajaj Auto Ltd. in the corporate field is )er" strong. The $ell e.perienced efficient and industrious sales force is the strength of it. The )alue of the Bajaj Auto Ltd. is &ore than the other )ehicles &anufactures. 2ro& the sur)e" anal"sis is found that there are so&e areas $here the" need i&pro)e&ents that are as follo$s/ 7. The co&pan" spends less on pro&otion acti)it" and consu&er are e.pecting &ore pro&otional !enefit so co&pan" need to offer &ore pro&otional !enefit to the consu&er . :. In spite of regular introduction of ne$ &odels !" the co&pan"1 consu&ers are still e.pecting !etter !i%es $ith !etter re4sale )alue and less &aintenance. 0o co&pan" should introduce ne$ &odel !" considering this factor.

Prince dudhatra

0<OT A(AL 0I0

Prince dudhatra

0<OT A(AL 0I0

STRENGTH
4 4 4 4 'ood !rand i&age 5ariet" of product 'ood financial support 'ood ad)ertise&ent

WEA:NESS 4 3esale )alue not a)aila!le 4 3eFuire &aintenance in )er" short ti&e

OPPORT$NITIES 4 Tr" to launch ne$ !i%es $ith good a)erage. 4 Tr" to gi)e &ore color choice to custo&ers

THREATS 4 Tough co&petition 4 Ao&pro&ise $ith price