BAJAJ V: HEROIC BIKE AND UNHEROIC CHOICES

OF MARKETING?
ABSTRACT
This case study is meant to discuss the pros and cons of Bajaj Autos innovative practice of combining
patriotism with commercialism. When Bajaj Auto purchased the scrap of Indias first aircraft carrier
INS Vikrant, industry observers wondered the logic. The astute businessman that Rajiv Bajaj has
been with his omni-present differentiation paradigm, brought a fresh, yet controversial, perspective
to integrating patriotism with commercialism. Though the idea of taking a patriotic route to
manufacture bikes out of the scrap was considered as a good marketing idea but critics remarked
that by using scrap material the company would turn it to profits of millions of rupees. What
surprised the automobile industry analysts was commercializing the scrap bought. This case study
enables a discussion on whether Bajaj should have resorted to using the scrap bought from sale of
the decommissioned aircraft carrier, INS Vikrant in manufacturing its motorcycles and later using
the dismantling video of the aircraft carrier without obtaining NOC for its advertisements. Can
such negative publicity have a possible dent in Bajajs reputation or in its production and stable of
products?

Pedagogical Objectives

To understand the industry structure and the business dynamics of the Indian automobile
industry especially the two-wheeler segment

To have an overview of identifying market segments and establishing brand positioning

including establishing Points of Parity and Points of Differentiation with the help of Bajaj Vs
brand positioning

To examine the patriotic choices of marketing and branding and to understand how Bajaj V
came under attack in the light of these guidelines

Case Positioning and Setting

This case study can be used for the following:

In MBA Program: This case study can be used for Brand Management course and for Marketing
Management course to understand the role of identifying and establishing brand positioning
in enhancing brand equity and to understand how business processes come under attack because
business situations face ethical dilemmas

In MDPs/EDPs: This case study can also be used in Management and Executive Development
Programs to examine the ethical choices of marketing and branding a patriotic product/service
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