Program MBA

Batch 2018-20
Subject Digital Marketing
Group Number 4
Group Members Himanshu Sehrawat
Jatin Singh
Jyoti Singh
Title of Project A report on Bajaj Auto's initiative to launch CNG two wheeler

Details of the Industry

Introduction
The Indian economy, after a brief setback in the first half of 2017-18, regained its
growth momentum and closed the year on a positive note. Following the
introduction of the landmark Goods and Services Tax (GST) in the second
quarter of 2017-18, there was a short-term impact, and GDP growth fell to below
7% in the first half of the fiscal. But prompt action by the Government helped
restore normalcy and economic growth accelerated in the second half of 2017-
18. Economic growth was also supported by a revival in rural demand, pay
revision of government employees (7th Pay Commission), low inflation and low
interest rates. The economy’s resilience in the face of major policy reforms has
been an important factor in boosting investors’ confidence. Inflow of FDI
continued to show growth during 2017-18. Global credit rating agency, Moody's,
upgraded Government of India's local and foreign currency issuer ratings – the
first upgrade in 14 years.

India’s passenger vehicle market grew at 7.9% in 2017-18, against 9.2% in 2016-
17. Growth was not broad based. Around half the manufacturers were able to
post growth. Among the three broad segments of the industry, the Utility
Vehicles segment, which accounts for about 28% of industry sales, grew by 21%.
The other two segments - passenger cars and vans - grew by 3.3% and 5.8%
respectively. The sub-segment of mini cars continued to show weakness and
declined 2.1% during the year. The top 10 cities showed weak demand. Non-
urban markets saw healthy growth. Demand for diesel models continued to see
weakness, and their industry share declined marginally from 40.5% to 39.9%.
The Company posted a volume growth of 13.8% in passenger vehicles in the
domestic market (against the industry growth of 7.9%).

Company profile- Bajaj Auto

Bajaj Auto Ltd (BAL) is one of the leading two & three wheeler manufacturers in
India. The company is well known for its R&D, product development, process
engineering and low-cost manufacturing skills. The company is the largest
exporter of two and three-wheelers in the country. The company has two
subsidiaries, namely Bajaj Auto International Holdings BV and PT Bajaj
Indonesia.

On 29 November 1945, Bajaj Auto came into being under the name M/s Bachraj
Trading Corporation Private Limited. In 1948, Bajaj Auto started selling
imported two- and three-wheelers in India. In 1959, Bajaj Auto obtained licence
from the Government of India to manufacture two- and three-wheelers. In the
year 1960, Bajaj Auto became a public limited company. In the year 1970, Bajaj
Auto rolled out its 100,000th vehicle. In 1971, Bajaj Auto launched three-wheeler
goods carrier. In 1977, the company launched Rear Engine Autorickshaw.

On 19 January 1984, the foundation stone was laid for Bajaj Auto's new plant at
Waluj, Aurangabad. On 5 November 1985, Bajaj Auto commenced production at
Waluj plant. In 1998, Bajaj Auto commenced production at its Chakan, Pune
plant. In November 2001, Bajaj Auto launched its premium bike 'Pulsar'. In
February 2003, Bajaj Auto launched Caliber115 in the executive motorcycle
segment. Pursuant to the Scheme of Arrangement of Demerger, Bajaj Holdings &
Investments Ltd (BHIL, erstwhile BAL) was demerged into three undertakings
with effect from the effective date, viz. 20 February 2008. The holding company
operated in the segments, such as automotive, insurance and investment, and
others. Considering the growth opportunities in the auto, wind-energy,
insurance and finance sectors, the holding company de-merged its activities into
three separate entities, each of which can focus on their core businesses and
strengthen competencies.
The auto business of the holding company along with all assets and liabilities
pertaining thereto including investments in PT Bajaj Auto Indonesia and in a few
vendor companies transferred to Bajaj Investment & Holding Ltd (BHIL). In
addition a total of Rs 15,000 million in cash and cash equivalents also
transferred to Bajaj Investment & Holding Ltd. As the part of the scheme, Bajaj
Holdings and Investment Ltd was renamed as Bajaj Auto Ltd (BAL). The
appointed date of this de-merger was closing hours of business on March 31,
2007.

In April 9, 2007, the company inaugurated their green field plant at Pantnagar in
Uttarakhand. In the first year of operations, the plant produced over 275,000
vehicles. The company's vehicle assembly plant at Akurdi was shut down from
September 3, 2007 due to higher cost of production. In November 2007, Bajaj
Auto International Holdings BV, a wholly owned subsidiary company acquired
14.51% equity stake in KTM Power Sports AG of Austria, Europe's second largest
sport motorcycle manufacturer for Rs 345 crore. During the year 2007-08, the
company launched XCD 125 DTS-Si and the Three-wheeler Direct Injected auto
rickshaw. The Chakan plant completed the cumulative production of over 2
million Pulsar. During the year 2009-10, the company expanded the production
capacity of Motorised Two & Three Wheelers by 300,000 Nos to 4,260,000 Nos.
The company launched Pulsar 220 F, Pulsar 180 UG, Pulsar 150 UG, Pulsar 135
LS and Discover DTS-si in the market. During the year 2010-11, the company
expanded the production capacity of Motorised Two & Three Wheelers by
780,000 Nos to 5,040,000 Nos. The company launched Avenger 220 DTS-i, KTM
Duke 125, Discover 150 and Discover 125 in the market.

The company plans to maintain the capacity of two and three-wheelers at the
current level of 5,040,000 numbers per annum during the year ending 31 March
2012. The 4 wheel vehicle development work is under progress and commercial
launch of the first product from this platform is scheduled for 2012.
In 2012, Bajaj Auto tied up with Japan's Kawasaki in Indonesia. In 2013, the
Company has introduced another variant of premium motorcycles under the
Bajaj-KTM joint venture namely Duke 390cc for a price of Rs 1.83 lakh. The
company also received 'CII Design Excellence Award'. In 2014, Bajaj Auto bagged
order in Sri Lanka -People's Choice Bike of the Year - CNBC TV18 Overdrive
Awards. The Company has also received Bike of the Year BBC Top gear Awards.

In 2015, Bajaj Auto has introduced the all-new Platina electric start 100 cc bike
to the long-distance commuter. On 8 August 2017, Bajaj Auto and Triumph
Motorcycles UK announced global partnership whereby Bajaj will gain access to
the iconic Triumph brand, and its great motorcycles, enabling it to offer a wider
range of motorcycles within its domestic market and other international
markets.

Question

A report on Bajaj Auto's initiative to launch CNG two wheeler.

Put together a social media campaign for the same that should include
social media strategy for Facebook, email, blog and You tube.

Submission Guidelines

The project has to be submitted in the form a word document having the
following contents:

1. Summary
2. Industry Profile
3. Company profile
4. Social media strategy – Facebook,
5. Devise an email strategy
6. Strategy for blogging
7. You Tube strategy
8. Conclusion
9. References

● The entire document will be typed in Times New Roman, Font size 12,
Justified, 1.5 line spacing. The chapter heading 14, Sub heading 12 (Bold).
● It should have a cover page enlisting the details given in the table at the
start of the document
● The referencing should be in APA style
● The group will also present the project through a presentation that will be
taken at the end of the semester.
● Presentation will be 25 min (20 min, +Question Answer 5 min)
● No of slides should not be more than 20
● Take the PPT theme as Ansal Theme that is shared with you in subject
PPT’s on drive
● The project will be evaluated for 15 Internal Marks in Digital Marketing
● Individual assessment will be done
 ● The rubric for evaluation is shared below

Outstanding (5) Very Good (4) Good (3) Average (2) Below
Average (1)
Content All information All information Most Informatio Information
was highly was information n was valid was not
relevant and appropriate to relevant; but some relevant to
appropriate to requirements some topics was not the audience
requirements of of the needed explicitly or directly
the assignment. assignment. expansion related to related to
The content has Message was or the the
clear, well-laid and clearly shortened. assignment assignment.
suitably- related distinguishable . Message Presentation
with the and sections was not lacked
theoretical organized with clearly structure.
framework. clarity. identifiable
by
audience.
Delivery Effective use of Good use of Clear voice, Voice lack Voice is soft
clear, strong voice clear, strong but drop in vocal and
with vocal voice with volume at variation, monotone,
variation to vocal variation. times; still shows reads all or
demonstrate Good use of use vocal some eye most of the
interest in the voice variation to contact, but presentation
subject. Excellent modulation, show not with no eye
use of voice Maintains eye interest, maintained contact.
modulation, contact with maintains ; and at
Maintains eye audience and eye contact least half
contact with seldom return most of the the time,
audience and to notes. time but speaker
seldom return to frequently reads from
notes. returns to notes.
notes.
Slides/Tex Font formats (e.g. Font formats Font Mostly font No Format in
t/Format/ color, bold, italic) (e.g. color, bold, formatting formatting the
Video had been carefully italic) had been had been had been presentation.
Quality/ planned to used to carefully carefully Several
Clarity of enhance enhance planned to planned graphics
Presentati readability. readability. All complement but in were
on Appropriate graphics were the content. places it unattractive
highlighters used. appropriate Appropriate may be a and
and supported highlighters little hard diminishes
the content of not used. to read. All the content
the graphics of the
presentation. were presentation.
attractive
but many
did not
seem to
support the
content of
the
presentatio
 n.
Audience Involved audience Involved Presented Went off Avoided or
engageme in presentation; audience in facts in topic and discouraged
nt held their presentation; some lost active
attention held their interesting audience. audience
throughout the attention way and Failed to participation
presentation. Used throughout by held utilize
original, clever, getting them attention method to
creative approach. actively most of the pull the
involved in the time by audience
speech interacting into the
with them. speech.
Question Demonstrate full Demonstrate Demonstrat Demonstrat Have no
Handling knowledge of the considerable e little e slight grasp of
topic/project. knowledge or knowledge grasp of information
Answered all the related to informatio related to
questions with topic/project. topic/projec n related to topic/project
explanation and Answered all t. Gave topic/proje .
elaboration. questions but answers to ct. Gave Not able to
explained less. the rudimentar answer any
questions y answers question.
but did not to the
explained. questions
Total Marks: