Executive Summary

The Goal of this marketing plan is to plan strategies and tactics to make a successful sales
goal in the E- vehicle sector(Bajaj Chetak) of automobiles in the year 2022.
E-Vehicles cause less pollution and are also energy efficient. It
requires less maintenance cost, lowering the overall maintenance cost of the vehicles.
Nowadays as the fuel prices are rising, the public has a high demand for E-Vehicles. The
demand in the market is for 1) An affordable alternative to gas run vehicles due to higher
prices, 2) Eco-friendly options for the betterment of the society.
As EVs are competing with motor powered vehicle companies which
have already captured the automobile market almost fully, a great amount of effort in
marketing is needed to change the consumer behavior and preferences. And there will also be
efforts to build brand loyalty as the consumer shifts for the first time to an E-Vehicle from a
regular vehicle.

Description of the Company

Bajaj auto was founded by Jamnalal Bajaj in the 1940s in Rajasthan. Bajaj Auto is the world's
largest 3 wheeler manufacturer and is one of the largest 2 wheeler manufacturers. Initially Bajaj
sold imported two and three wheelers in India and 1959 it acquired a license from government of
India to manufacture two wheeler and three wheeler in India.

Mission Statement
To build businesses that support the growth of the country by creating entrepreneurial excellence
within the group. To create value by enabling innovation, creativity, integrity and service to the
community in everything we do.

Products and Services

Three wheeler
Three wheelers like auto rickshaws and small cargo vehicles so they are mostly bought for their
small agronomy which still can carry a good amount of load. So they are mostly cargo or
passenger vehicles.

Two Wheelers
Bikes- These provide a good amount of mileage with a powerful engine which can hand any type
of road. The Young generation is mostly influenced by the design and performance of two
wheeler than any other feature.

EV- E-Vehicles provide better efficiency for energy and less maintenance cost in the long run. It
is also known for its safety. And as it is environment friendly the government of India also
endorses E-Vehicles.

Financial Feasibility
This section should also come straight from the business plan and give a brief description of the
financial outlook of the company and what effects may arise if the marketing is not successful.
You should not discuss financial plans for the marketing program in this section of the
document.

Strategic Focus and Plan

Mission/ Vision
Revolutionize and change the Indian automobile market by introducing a new segment of
EVehicles. Change the consumer behavior through marketing and campaigns creating a need for
the EV segment thus dominating the Indian EV market. The product as named after the old
scooter model “Chetak '' should trigger a feeling of nostalgia in the old customers of Bajaj. So it
has been partially designed to look like their previous scooter.

Objectives

The objectives of the marketing for the particular product, service or company should be
outlined in this section. If one of the objectives is to make 50,000 people aware of your new
product then this is something that should be included in your objectives. You can also
include company objectives in this section if they are directly affected by your marketing. For
instance, if your goal is to make one million dollars in sales the first year, then this is an
objective that comes in direct contact with the marketing program.

Competitive Environment

The Automobile market is a very saturated market and is filled with a huge number of companies
creating higher competition in the market. Among which some are:
Direct Competition- Direct competition includes other EV two wheeler manufacturers like Tata
motors, TVS motor Company, Ola etc.
Indirect Competition- The indirect competitors, which are motor powered vehicles are the
dominant players in the market as they have most of the market share in the two wheeler
segment of the automobile market. They include companies like Hero, Tvs, Honda, Royal
Enfield etc.

SWOT Analysis
Competitive Analysis
Direct competition includes other EV manufacturers which include Hero electric Okinawa etc.
The vehicles of these companies are a little cheaper than the Bajaj variant due to which they are
less in terms of quality and performance. As performance wise Chetak is better than any other of
its competitors if the price of the vehicle is made a little less then the direct competitors could be
eliminated.
The indirect competitors are much more of a threat as gas powered two wheelers has the
maximum market share in the automobile industry. And people are highly resilient to change, so
a high level of marketing is needed to change consumer behavior. As the fuel needed in gas
powered vehicles is gaining price day by day, there is an opportunity to capture the market and
make consumers shift towards the EV market.

Market Product Focus

Marketing Objectives
● Reinvent brand positioning
● Shape the charging ecosystem
● Reskill and refocus the sales force
● Upgrade after-sales customer service
● Create EV awareness on social media.

Reinvent brand positioning:

The brand has to create a compelling value proposition for EVs. Volkswagen has the
slogan”E-mobility for all” is a good example of effective positioning of EVs onto the
consumer’s mind.
The manufacturer should provide attractive offerings in addition to the vehicle itself that
include products and service. For example battery leasing and exchange,and charging,
which will further increase the overall experience of the buyer. And also use personalized
and innovative approaches like campaigns to reach and educate customers about the
product which will resolve concerns that could hinder the adoption of EVs.
Shape the charging Ecosystem:
We are lacking in the availability of public charging infrastructure in India so networks of
a proper charging ecosystem should be developed and managed at a reasonable price to
provide a seamless charging experience.

Reskill and refocus the sales force:

Reducate the salesperson and dealers about the proper benefits of EV for advising the
buyer who are open to both EV and ICE vehicles. So incentives should be provided to
make EV sales more economically attractive over the long term.OEMs should monitor
performance both their own and that of third-party dealers to ensure the consistent
delivery of an optimal EV sales pitch.

Upgrade after-sales customer service

EVs require less after-sales service than ICE vehicles but They also require highly skilled
technicians who understand battery and high-voltage technology. OEMs should therefore
develop EV-specific training programs to train the technicians in their dealer networks. It
should be made sure that spare parts should be easily available. Dealers should also
create EV-specific service offerings and maintenance plans.
Create EV awareness on social media
Create awareness of EV through social media to educate the benefits of EVs by creating
personalized ads.

Target Markets

Through various surveys and market research it has been concluded that the Semi-Urban and
rural market of India has a high demand for EV vehicles. Companies have seen demand explode,
prompting Hero Electric to stop bookings in certain cities. Okaya Power Group started making
low-speed electric scooters in July but was stocked out in two months. Large two wheeler
makers are mostly absent in the small towns of India. The rural market of India is more
susceptible to change than the urban population. So including the Urban markets the rural
markets of India is a high potential area to expand into.

Marketing Program

Product Strategy
With the increase in global warming, making environmentally friendly choices and preventing
climate change are essential. And with the surging price of fossil fuels most of the companies are
thinking of shifting towards the EV segment market. So introducing Bajaj Chetak as a EV two
wheeler ensures Bajaj a fair share of the Ev market being one of the first entries in the Indian
market.
Bajaj, being the early player in the Indian market has tried to trigger the feeling of
nostalgia in its previous loyal customers by bringing back the old Chetak model in the Ev
segment which is different from all of its other competitors.
The product strategy should give a detailed description of what your product(s) are and how
they are going to benefit your company. Describe in detail what your product is and what
strategies you have to make it beat out your competitors.

Price Strategy

The pricing strategy for bajaj chetak should be initially high as there are not as many as
competition present in the EV market so it should be priced as a premium segment vehicle. As
Bajaj is offering better performance than its direct competition it has high pricing. To justify its
high pricing the high cost- low turnover method should be taken which will allow the sellers to
balance their needs for profit margins while maintaining inventory levels. Then when the
demand for EV increases gradually a low-cost high margin approach should be taken to provide
the product at a more affordable and attractive price. McKinsey and other industry experts have
conducted detailed studies in which they have calculated that EVs have the potential to achieve a
profit margin of 2 to 3 percent by 2025.
The low cost-high margin will definitely cut corners in the company’s
profit margin which can be recovered from the after sales services required for the EV vehicles.
Such as battery rental services, and recharge stations for the battery.
Profit in the electric vehicle charging station business in India is calculated based on the
following assumptions:

● The vehicle being charged is a Bajaj Chetak with a battery capacity of 3.8kw
● The vehicle comes to the station in need of 3 kW of charge.
● Discom tariff being Rs 6/kW (approx) and Public EV charging cost 20/kW

Description Price

Discom tariff (3kWX6) Rs. 18

Public EV charging cost (@20/kW)X 3 (-)Rs. 60

Profit Rs. 42

Promotion Strategy
The promotion of Bajaj chetak has been done by trying to bring a touch of nostalgia in the minds
of the older customers of its well known scooter from the 90s ‘Chetak’ which was discontinued
in 2006. It had come to occupy a near iconic status as it captured the whole of Indian two
wheeler market in the 90s before the arrival of Motorcycles. The Bajaj Chetak uses the perfect
combination of retro design and modern features(digital dashboard, LED lighting) to capitalize
on nostalgia while also reaching young users. The Chetak has been promoted through the
advertisement starting with the same bajaj chetak ad of the 90s stating about the past and ending
with the new Chetak model along with the slogan “hamara kal CHETAK”. The ad has also
conveyed the environment friendly factor of the EV targeting the younger segment of the market
and bringing back the nostalgia of the youngsters of 90s who have grown up by riding the Bajaj
CHetak in the old days behind their father’s back.

Service
As we know that Evs require less after sales services than ICE vehicles and have different
vehicle maintenance needs. EVs also require very highly skilled professional workers with
knowledge and understanding of battery and high voltage technology. So EV specific training
programs is to be formed to train the technicians in their dealer networks. Easy availability of
spare parts should also be ensured. For example Volkswagen is planning to establish anew
battery warehouse to give fast delivery to its customers.
EV specific maintenance plans should also be created to provide additional
battery related support which will strengthen the customer relationship with the brand and make
more loyal customers.