BAJAJ AUTO LIMITED

-TiTans

INTRODUCTION
Indians Largest 2-wheeler and 3-wheeler
Company
Bajaj Group founded in 1926 by Sh. Ganshyam
Das Bajaj
Bajaj Auto started on Nov 29 , 1945 as M/s
Bachraj Trading Corporation ltd.
Net Sales worth Rs. 88.11 Bn
Production capacity 3.96 Mn per year
Has tie up with many international players

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PRODUCT PORTFOLIO ( 2WHEELER)

Two
Wheelers

Entry Level

Platina
100cc & 125
cc DTSi

Kristal DTSi

Mid Level

XCD 135 cc
DTSi

Discover
100cc & 135
cc DTSi

Peformance

Pulsar 150,
180, 200 &
220 cc DTSi

Avenger 200
DTSi

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PRODUCT PORTFOLIO (3-WHEELER)

Three
wheelers

Passenger
Carrier

RE - 2 stroke,
Diesel &
CNG

RE - 4 stroke
Diesel &
CNG

Goods
Carrier

GC Max Diesel &

CNG

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PRODUCT LIFE CYCLE

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BCG MATRIX

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BAJAJ PULSAR
Launched in 2001
Pulsar is the leader in
the 150 cc + segment
in India
Market share of 43%
Tag Line : Definitely
Male
Comes in 180 , 200 ,
220 variant

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POSITIONING : PULSAR

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KEY COMPETITORS
Apache (TVS)
Hunk (Hero Honda )
Karizima (Hero Honda )
CBZ (Hero Honda )
Fz-16 (Yamaha)

Apache

Hunk

Karizima

CBZ

Fz-16

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Brand Positioning
Statement

DEFiNiTELY
MALE

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BAJAJ DISCOVER
Launched in 2004
Highest selling 125 cc
bike in India
Comes in 100cc and
135 cc variants
Tag line Last
Temptation
Only Brand to have a
Brand Ambassador

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POSITIONING : DISCOVER

Style with
Performance
Positioned as a fuel
efficient bike.
Discover a bike for
each segment of
people.
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DISCOVER COMPETITORS
100 cc

125 cc

135 cc

CD Dawn
Splendor
Start
City
Passion
Plus

Super
Splendor
Glamour
Flame

Glamour
Ambition

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Brand Positioning
Statement

A man can resist anything but

Temptation

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PASSENGER VEHICLE (RE )

First launched in 1977
Known as Tuk-Tuk.
Dominant in Domestic
Market
Market Share 63%
Strong presence in
International Market
Also Present in an
Eco-Friendly Variant

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POSITIONING : RE - RICKSHAW

No Evident promotional campaign.

Strong pan India presence.

Monopoly

Strong Supply chain.

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RE COMPETITORS
TVS
Mahindra & Mahindra
Piaggio

Piaggio

TVS

Mahindra
&
Mahindra

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EVOLUTION OF BAJAJ AUTO - 90S

Brand Image : HAMARA BAJAJ
Flagship Brand : Chetak

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BLEEDING OF HAMARA BAJAJ

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LOOSING MARKET SHARE

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REBRANDING OF HAMARA BAJAJ

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THE
FLYING

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AD CAMPAIGNS AT VARIOUS STAGES

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FUTURE

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RECOMMENDATIONS
Company should keep focusing on the fast growing
motorcycle segment.
Strengthen its position in ungeared segment.
Concentrate on JVs for techno needs.
Look to expand their base outside further. It already had
a strong presence in Africa and South Asian Countries.
Concentrate on Blue Ocean of Second hand Bike
Market .
Aggressive Launch its new Low Cost Car.
Focus on Easy Credit Lending - In the present
economical crisis, Bajaj can utilize its subsidiary, Bajaj
insurance in coming up with schemes that will help
consumers buy two wheelers on friendly terms.

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