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Title “A study on marketing strategies adopted by Baj..
Paper/Submission ID 774971
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[Type the document title]
CHAPTER 1
INTRODUCTION
[Type text] Page 1

Industry profile
6
The two-wheeler industry in India has grown rapidly in the country since the
42
announcement of the process of liberalization in 1991 by the then finance minister Dr.
23
Manmohan Singh, now Prime Minister of India.
Previously, there were only a handful of two-wheeler models available in the country.
Currently, India is the second largest producer of two-wheelers in the world. It stands
next only to China and Japan in terms of the number of two-wheelers produced and
the sales of two-wheelers respectively. In the year 2005-2006, the annual production
of two-wheelers in India stood at around 7600801 units.
6
The trend of owning two-wheelers is due to a variety of facts peculiar to India. One
of the chief factors is poor public transport in many parts of India. Additionally, two-
wheelers offer a great deal of convenience and mobility for the Indian family.
Bajaj auto began trading in imported Vespa Scooters in 1948. Meanwhile Automobile
Products of India (API) commenced production of scooters in the country in the early
54
50's. Until 1958, API and Enfield were the only producers of two-wheelers in India.
6
However, Bajaj signed a technical collaboration in 1960 with Piaggio of Italy to
produce Bajaj Scooters. This deal expired in 1971.
42
The condition of motorcycle manufacturers was no different. Until the mid 80's, there
were only three major motorcycle manufacturers in India namely Rajdoot, Escorts,
and Enfield. The two-wheeler market was opened to foreign manufacturers in the mid
80's. The industry, which had seen a smooth ride before, faced fierce foreign
competition.
6
Motorcycle companies like the Yamaha, Honda, and Kawasaki, set up shop in India
in collaboration with various Indian two-wheeler companies. Companies like Escorts,
Rajdoot and faced immense competition from smaller 100 cc Japanese technology
motorbikes. Bikes manufactured by Hero Honda, the only company manufacturing
four-stroke bikes at that time, gained massive popularity.
[Type text] Page 2

60 5
The automobile industry is one of the most important drivers of economic growth of
India and one with high participation in global value chains. The growth of this sector
has been on the back of strong government support which has helped it carve a unique
1
path among the manufacturing sectors of India. The automobiles produced in the
country uniquely cater to the demands of low- and middle-income groups of
population which makes this sector stand out among the other automobile-producing
countries. This chapter analyzes the roles of government policy, infrastructure, and
other enabling factors in the expansion of the automobile and automotive component
sectors of India. In 2017, India became the world’s fourth largest automobile market,
and the demand for Indian vehicles continues to grow in the domestic and international
markets. To meet the future needs of customers (including the electrical vehicles) and
stay ahead of competition, manufacturers are now catching up on up gradation,
digitization, and automation. The chapter also analyzes India’s national policy in light
of these developments.
5
The automobile industry is an important driver of the economic growth in India and
one of the successful sectors in which the country has high participation in global
value chains (GVCs).
This chapter analyzes the role of government policy, infrastructure, and other enabling
1
factors in the expansion of the automobile and automotive component sectors and the
direction they are likely to take for growth path in the next few years. The analysis in
this chapter is organized into seven sections: The first section discusses the structure
and makeup of the Indian automobile industry. The second section analyzes the
growth of the sector over the past decades, while the third section discusses the role
of government. The fourth section deals with other enabling factors in the growth of
the industry. The fifth section analyzes initiatives in upgrading and innovation. The
sixth section includes a discussion of the future scenario and the seventh section
concludes.
The Indian automobile industry – comprising of the automobile and the automotive
components segments – is one of the key drivers of economic growth of India. Being
deeply integrated with other industrial sectors, it is a major driver of the manufacturing
gross domestic product (GDP), exports, and employment. This sector has grown on
account of its traditional strengths in casting, forging and precision machining,
[Type text] Page 3

5
fabricating (welding, grinding, and polishing) and cost advantages (on account of
availability of abundant low-cost skilled labor), and significant foreign direct
investment (FDI) inflows.
India was the sixth largest producer of automobiles globally with an average annual
production of about 29 million vehicles in 2017–2018, of which about 4 million were
1
exported. India is the largest tractor manufacturer, second largest two-wheeler
manufacturer, second largest bus manufacturer, fifth largest heavy truck
manufacturer, sixth largest car manufacturer, and eighth largest commercial vehicle
manufacturer. The contribution of this sector to GDP has increased from 2.77% in
1992–1993 to about 7.1% now and accounts for about 49% of manufacturing GDP
5
(2015–2016). It employs more than 29 million people (direct and indirect
employment). The turnover of the automobile industry is approximately US$
62
67 billion (2016–2017) and that of the component industry is US$ 43.5 billion (2015–
46
2016). As per the OICA statistics, the Indian industry accounted for 4.92% of vehicle
production globally in 2017 (5.38% of production in the car segment and 3.48% of
production in the commercial vehicle segment).
4
Role of the Government
The automobile industry has in many ways been shaped by the Indian Government’s
policy and nurtured in microeconomic environment it helped to create. Apart from the
direct impact through fiscal policy instruments, the industry policy even influenced
firm-level learning processes and shaped technological capability accumulation.
Since 1970, the Indian Government gradually added the automotive industry to a list
of its core or “pillar” industries, recognizing it as a significant driver to achieve
economic growth since it had many forward and backward linkages. The industry
began to be prioritized in the manufacturing sector for promotion and favorable policy
support to promote productivity. In 1975, as a general industrial policy, the
government permitted an automatic capacity expansion by 25% every 5 years and
removed price controls.
The share of commercial vehicles and passenger car segment also changed in response
to policy changes. Indian policy had favored the development of the commercial
vehicles industry, i.e., light and heavy vehicles (for public transport of goods and
[Type text] Page 4

passengers), as opposed to the development of passenger vehicles. Cars in particular

were considered as luxury goods. By the early 1980s, the government had realized the
need to develop the passenger vehicle segment and took decisions like permitting
increased foreign capital and overseas collaborations and reduced production licenses
on manufacturing operations. In 1981, the policy of “broad-banded” licenses was
announced – permitting vehicle manufacturers to produce different kinds of vehicles
instead of just one kind decreed earlier. Firms were allowed greater flexibility in
operations through policies such as minimum economic scale requirements,
exemption from detailed Monopolies and Restrictive Trade Practices (MRTP)
4
Act notification procedures. The components sector was also de-licensed substantially
Company profile:
22
The Bajaj group is one of the top 10 business concerns in India its foot
35 22
point stretcher over a wide range of industries, spanning automobiles 12
wheelers and the three wheelers, lighting iron and home appliances insurance,
travel, and finance. It was founded in 1926 at a height of India’s movement for
independent from the birth the group has on illustrious history the integrity
dedications resourcefulness and determination today are often traced back of its
bitch during there days of relentless devotion to a common case, Jomanlar
69
founder of the group was a close confident and discipline of mahatma Gandhi
22
in fact gandgiji had adopted him as his son. This close relationship and his deep
35 68
involve- ment in the independence movement did not leave Jamaal Bajaj with
35
much time to spend on his newly launched business venture.
His son Kamalanayan Bajaj when he was 27 took over the rains of
22 35
business in 1942 he to be close to Gandhi and it was only after independence in
22
1947 that he was able to give his full attention to the business. Kamalanayan
35
Bajaj not only consolidated the group but also the flagship companies has gone
up form 72 million to rs.47.18 billion (US
52
$ 936 million) its product portfolio has expanded from one to and the brand has
35
found a global market. He is one of the Indian’s must distinguished business
leaders and internationally respected for his business acumen and
entrepreneurial spirit.
[Type text] Page 5

Promoters:
22
Rahul Bajaj Chairman
Madura Bajaj Vice chairman and whole time director
Rajiv Bajaj Executive director

Sanjiv Bajaj Executive director
D.D.S. Mehta Whole time director
VISION, MISSION STATEMENTS AND QUALITY POLICY
VISION
To be the industry leader and trusted & reliable brand of food processing & packaging
machinery across farm to fork value chain and enable industry to minimize post
harvest food wastage.
MISSION
To diligently maintain customer first approach and deliver efficient and reliable
machines and services to the food processing industry to generate sustained growth
23
for the company and all stakeholders.
QUALITY POLICY
“Quality shall be built into every aspect of our work life and business operations.
Continuous quality improvements that can meet the expectations of customers”
14
PRODUCTS OF BAJAJ AUTOMOBILES
 The Platina 125 (DTS-Si):
 Bajaj Discover DTSi:
 Bajaj Discover DTSi:
 Pulsar 220 DTS-If:
 Pulsar 200 ES DTS-i UG
 Bajaj Pulsar DTSi:
 Bajaj Pulsar 150 ES DTSi Upgrade
[Type text] Page 6

 Bajaj XCD 125
AREAS OF OPERATION
 Sandur
 Ballari
 Davangere
 Hospete
 Bangalore
Infrastructure Facility:
 Customer Interaction Room

 CC Surveillance
 Parking Facility
 Service Center
 Water Facility
COMPETITORS INFORMATION
 TVS SHOW ROOM SANDUR

 Nandi Honda
 Sri Karthikeya Motors
 Indian Motors
SWOT ANALYSIS
STRENGTHS:
1. Excellent brand presence and marketing in India make Bajaj Auto a popular company.
2. Extensive research and development focus and highly experienced player in the
motorcycle segment
3. Widespread distribution network of Bajaj Auto across India
4. Bajaj Auto has a wide product range in terms of price, quality and categories
5. Featured in the Forbes Global brands list
6. It has more than 9000 people employed in the organization
[Type text] Page 7

48
Weaknesses
1.Bajaj Auto is still not a global brand despite high volume production
2.Lack of performance bikes like major international brands and sports bikes &
cruisers
Opportunities
14
1. Bajaj Auto says its $2,500 car, which it is building with Renault and Nissan Motor,
will aim at a fuel-efficiency of 30 km per liters
2. Cheaper variants for tapping more in the rural segment
3. Premium sports bikes for urban areas
4. Constant growth in the two-wheeler segment
Threats
1. Cheaper imports from countries like China can affect business for Bajaj
2. Entry of international brands
3. Other motorcycle players have a strong brand presence
FUTURE GROWTH AND PROSPECTS:
forecast annual revenue growth. Earnings vs Savings Rate: BAJAJ-AUTO's forecast

earnings growth (13.6% per year) is above the savings rate (6.8%). Earnings vs
Market: BAJAJ-AUTO's earnings (13.6% per year) are forecast to grow slower than
the Indian market (18.9% per year).
[Type text] Page 8

CHATER 2
THEORETICAL BACKGROUND AND LITERATURE

REVIEW
[Type text] Page 9

2
Meaning and Definition
Marketing is the process by which companies determine what products or

services may be of interest to customers and give greatest opportunities to
increase sales and achieve a sustainable competitive advantage in business. A
marketing strategy serves as the base of a marketing plan designed to fill
market needs and reach marketing objectives. A marketing plan contains a list
of specific actions required to successfully implement a specific marketing
strategy to achieve goal and objectives of the organization.
History of Marketing Strategy

There has been a drastic change in the marketing strategies adopted by
Companies, Banks, and Industries etc in last two decades. The scenario has
been changed completely after a new era of Liberalization, Globalization and
Privatization (LPG). The approach and basis has been changed on which
enterprises is expected to make available the satisfaction to the customers. The
history of marketing strategy is as old as business because no business can be
run without having a proper strategy to implement the plans 76 and thus
identified as a stimulatory subject. There is a difference of opinion between
some authors who think marketing strategy is relevant to business and few
think that marketing strategy is of strategic importance to the business. The
history of marketing strategy is quite different from the present state. The root
of the marketing strategy is described in early marketing management and
later in corporate marketing. The historical perspective demonstrates how
various strategic approaches can be integrated into a comprehensive
conceptual framework for marketing strategy.
Development of the Marketing Strategy

The development of a marketing strategy involves the isolation of a target
market segment, a set of clear cut goals, a fair amount of consumer research,
and the implementation of initiatives aimed at getting the word out. Clear-cut
goals are an essential part of marketing strategy development. Effective
marketing starts with a considered well-informed marketing strategy. A good
marketing strategy helps in defining the vision mission and business goals.
The marketing strategy should be well planned and developed in consultation
[Type text] Page 10

27
with the team involved. It is a wide reaching and comprehensive strategic
planning tool that are:
1. Describe the business and its products and services
2. Explains the position and role of the products and services in the market
3. Profile the customers and competition
4. Identifies the marketing tactics that will be used.
5. Allow building marketing plan and measuring its effectiveness.
Literature review:
1) Atul Prakash (2013) BAJAJ Brand serves as the visual representation of our ideas and
72
deeds. It communicates to everyone our aim to consistently instill confidence. The key
audience for our brand is our consumers. In fact, their faith in Bajaj has had just as big
of an impact on our brand identity as has our own vision. Every action we take serves
to further the strength and distinctiveness of our brand. We achieve this by living out
our brand essence and always looking for ways to improve the experience of our
consumers. Our brand's essence captures Bajaj's objective. It is the lone embodiment
of our company's commitment to its clients. It offers the foundation for wegrow to
operate effectively in the market. blending in and meeting our clients' unspoken
expectations. By contesting the established.
8
2) Nagasimha Balakrishna (2015) Innovation leads to a process of change in
organizations and its market offerings, and is a key weapon that marketing strategists
use to win customers and markets, through the development of sustainable
competitive advantage. Innovations use assets and competencies of the organization
along with innovation processes to bring about new or different market offerings,
11
which when successful in the market bring in immense value to the firm. However for
an innovation to succeed as a competitive advantage there should be a fructification
of the innovation advantage through appropriate competitive marketing strategies.
25
3) Mona Sinha (2018) Emerging markets are the growth engines of the world but they
differ significantly from developed countries. Multinationals tend to flounder in these
[Type text] Page 11

countries due to the challenges posed by five key emerging market characteristics:
market heterogeneity, sociopolitical governance, unbranded competition, chronic
shortage of resources and inadequate infrastructure. Reducing the negative impact of
these emerging market characteristics can increase the ratio of first-time users to
nonusers thereby resulting in large scale market expansion. To this end, we propose
eight marketing strategies rooted in the 4 A's framework: Affordability through
democratizing and upscaling the offer;
4) Chinmoy Ghosh (2017) The domestic consumer electronics and durables sector have
83 75
witnessed a substantial growth over the last few years. This sector plays an important
8
part in the economy of the country and provides employment to millions of people,
38
more importantly to a large number of women in the country. Giving consumers
greater bargaining power which in turn has forced particular product to devise
strategies that they consider suit the ever changing marketing environment in order to
be competitive and it’s for reason that this study evaluated promotion, price variation,
location and improved customer as strategies adopted for competitive edge and
identify a strategy with greater returns. India can emerge as the future manufacturing
hub for the region, provided there is adequate focus and support from the Government
for this sector.
26
5) Bibhu SantoshBehera (2015) Now this era of Agriculture is treated as ICT mediated
Market Led Agriculture Extension era. So in this Information revolution age we can’t
able to survive without Information. As per R.T.I. act 2005 every person deserves
his/her right for Information. So by giving respect to Information we should create a
73
Revolution on Information by the enchanting mantra “Soochana se Samadhan”. India
26
is second largest producer of commodities such as fruits and vegetables. One of the
key issues, which require research, is the method by which we can reduce the post
harvest loss, which is quite substantial at present.
70
6) Milad Kalantari Shahijan (2018) The purpose of this paper is to investigate the
qualities of delighted cruise travelling experience and proposed cruisers’ experience,
service convenience and perceived overall value as the drivers of cruisers’ satisfaction
and revisit intention. Thus, the attributes of an effective cruise-marketing strategy in
formulating consumer’s recreational experiences are examined.
19
7) Priyanka Singh (2016) Globally we are facing many environmental problems in order
to overcome these problems many strategies have been considered and are known by
[Type text] Page 12

different names, such as Green revolution, going green, protection of

environment or environment protection, sustainable development, sustaining
life style, protecting our planet, is a great natural phenomenon in our day to
day life. Green marketing and its strategies is a tool used or applied by many
companies. Lot of review have been done on green marketing over the years ,
in this paper we will see that how customers and companies have adopted
this green revolution in their life and are trying to gift a new and balanced
earth to their off springs.
84
8) Aditi Naidu (2017) The present paper brings together recent research findings and on-
15
ground efforts of marketing to the rural Indian customer. The major premise of the
paper is that to serve the rural markets, marketers need to plan and implement the 4
As of marketing mix. Drawing from literature review as well as from real life
marketing exercises as found in news articles in business periodicals, textbooks, and
case studies, the paper presents the Indian rural marketing experience so far. By
bringing out the current practices in rural marketing in India, the paper demonstrates
strategies for effective marketing to the rural markets in India as anchored on the 4 As
model of rural marketing.
12
9) Dr. Sanjay Sharma (2017) Marketing strategy is outlined by David Aaker as a method
that may enable a company to concentrate its resources on the optimum opportunities
with the goals of accelerating sales and achieving a property competitive advantage.
Promoting methods includes all basic and long-run activities within the field of selling
that subsume the analysis of the strategic initial scenario of a corporation and also the
formulation, analysis and choice of market-oriented methods and thus contribute to
the goals of the corporate and its promoting objectives. Whereas ways could is a tool
to achieve the goals set beneath strategy. Now, a lot of aggressive mode of selling
methods is utilized by all the FMCG corporations in India, particularly in country
because it remains an untapped marketplace for all the businesses in India. This a
8
10) Kanagal (2015) Innovation leads to a process of change in organizations and its market
offerings, and is a key weapon that marketing strategists use to win customers and
markets, through the development of sustainable competitive advantage. Innovations
use assets and competencies of the organization along with innovation processes to
bring about new or different market offerings, which when successful in the market
11
bring in immense value to the firm. However for an innovation to succeed as a
[Type text] Page 13

competitive advantage there should be a fructification of the innovation advantage

through appropriate competitive marketing strategies. Innovations are often motivated
by ‘innovation events’. Processes that foster transformation of ‘innovation events’ to
‘innovations’ is the new product process or the innovation process system.
Innovations also lead to the creation of assets called intellectual property. Innovation
creates and generates value and could reflect in both co-created value and shared
value. Ultimately the purpose of innovation is for improving and increasing the
delivery of superior meaning and superior value to the customer while making it
relevant, different or new and valuable from the customer’s stand point.
20
11) Zuhairah Hasan (2015) This is a conceptual paper to study the impacts of green
marketing strategy on the Malaysian certified ISO 14001 Environmental Management
System firms’ performance. The paper aims at presenting the reviews of the literature
on the green marketing and analyses the two factors that will influence the firms’
performance. Despite the rising trend of consumers that willing to spend for a green
product and the potential of green product, previous literature revealed that green
marketing has encountered some challenges. The conclusion that was drawn is that,
green innovation and the green promotion have a positive effect on the firms’
performance.
44
12) S. Arunachalam (2019) In business markets, firms operating in developing economies
deal with burgeoning use of the internet, new electronic purchase methods, and a wide
range of social media and online sales platforms. However, marketers are unclear
33
about the pattern of influence of firm-initiated (i.e., paid media, owned media, and
digital inbound marketing) and market-initiated (i.e., earned social media and organic
search) digital communications on B2B sales and customer acquisition. We develop
and test a model of digital echoverse in an emerging market B2B context, using vector
autoregressive modeling to analyze a unique 132-week dataset from a Brazilian hub
firm operating in the marketplace. We find empirical evidence supporting our
conceptual framework in emerging markets.
61
13) Kofi Q. Dadzie (2017) This study evaluates the applicability of the 4As marketing
36
mix activities (i.e., affordability, accessibility, acceptability, and awareness) in
emerging market conditions, using Ghana as the empirical context. Two-thirds of
firms in the sample report medium-to-high use of all the 4As. Only affordability and
accessibility marketing mix activities lead to market share performance (demand
[Type text] Page 14

aggregation advantage), while all 4A activities lead to financial performance. Further,

the regulatory environment moderates the relationship between affordability and
market share performance.
14) Yogesh Hole (2018) Marketing concept was formerly built on manufacturing based
model with products and goods-centered, for mainly economic exchange. It was
developed, commencing from the time of the Industrial Revolution. After its
conception, the marketing ideas began and thereafter, broadened their perspectives to
involve exchange, substitute and replace with more marketing activities than goods
and products manufactured. The formation of several sub-disciplines of service
marketing explained the logic of product value and brand creation, and it has
transpired to address several broadened perceptions and realities. Service marketing
creates more influential programs, based models and it is apparent in the prototypical
features, which are identified as distinctive services apart from products, having
79
Inseparability, Heterogeneity, Intangibility, and Perishability. Therefore, this review
paper argues that all these characteristics basically; (1) do not differentiate services
from products and goods; (2) The service marketing and quality strategies have
derived the meaning from the product manufacturing perspective; and (3) They
employ very inappropriate and normative strategies. Many services provide the basic
77
foundation highly productive service-dominant views of many exchanges that take
place in service marketing, from which, appropriate strategies can be generated.
21
15) Mark B. Houston (2017) This research investigates how national culture interacts
with marketing strategy to influence consumers’ organic post-consumption
satisfaction ratings of entertainment products rich in cultural content. Drawing upon
a communication theory framework, we develop hypotheses concerning multiple
interaction effects between culture and marketing strategies on consumers’ product
evaluations. We test these hypotheses by analyzing consumer reviews of 260 movies
in 25 country markets. In support of our hypotheses, we find that the cultural
congruence between the product and the market improves consumer reviews, and that
the effect is stronger in cultures characterized by collectivism, femininity, and
uncertainty avoidance, as well as for products more heavily loaded with cultural
content.
34
16) Jelmer H.G. Jeuring (2016) Discourses in tourism destination marketing play an
important role in constructing and consuming tourism destinations. However, various
[Type text] Page 15

discursive contradictions can emerge, potentially limiting or facilitating tourism

development. This paper has two objectives. First, it aims to identify discursive
contradictions embedded in the positioning statements of regional tourism marketing
strategy documents. Second, it intends to highlight how such contradictions
simultaneously prioritize and destabilize certain destination identities.
30
17) Man Yang (2018) The extant research lacks information on entrepreneurial marketing
in large international firms. This study explores the international entrepreneurial
marketing strategies of multinational corporations (MNCs), and its results reveal that
MNC marketing managers use bricolage to develop international entrepreneurial
marketing. A novel finding of the study is that the international entrepreneurial
marketing strategies of MNCs include co-innovation, accelerating customer value,
and international expansion based on regional market leadership. Marketing managers
use both parallel and selective bricolage in their international entrepreneurial
marketing.
29 15
18) Dr. Ashfaque Ahmed, (2013) Rural markets offer a great scope for a concentrated
56
marketing effort because of the recent increase in the rural incomes and the likelihood
15
that such incomes will increase faster because of better production and higher pr ices
29
for agricultural commodities. Rural Marketing is a developing concept, and as a part
of any economy has untapped potential; marketers have realized the opportunity
recently. Improvement in infrastructure and reach promise a bright future for those
intending to go rural. Any macro-level strategy for these markets should focus on
availability, accessibility and affordability. Focused attention needs to be paid to
market research that goes on to reduce the uncertainly in dealing with these markets.
More specifically, in relation to rural areas, demand is seen to a very highly price
elastic.
20
19) MANOJ P K (2016) Though retail industry is still in its infancy in India, given the
unique features of Indian economy, conducive macroeconomic environment and
81
governmental support, there are excellent prospects for India’s retail industry to grow
65
and flourish. The industry has witnessed a number of radical changes during the last
one decade and has reached the threshold of some major developments. The major
players in the industry are equipping themselves to face the challenge of fierce
competition which has resulted in many an established retail player quitting the
market. Sensing the favourable business environment in India, characterized by a
[Type text] Page 16

growing and affluent upper middle class population, high GDP growth rates and a
reasonably stable macroeconomic environment many MNCs are eagerly looking into
the Indian retail market.
31
20) Susan P. Douglas (2011) Many markets are converging, as communications and
logistic networks become more integrated and firms from all parts of the world are
expanding operations on a global scale. At the same time, other markets are becoming
more diverse, and marketers are increasingly encountering economic and cultural
heterogeneity. The authors examine the implications of these trends and the extent to
40
which they necessitate rethinking and refocusing global marketing strategy. First, they
examine the perspective of global marketing strategy as an evolutionary process. Next,
they divide markets into five major spheres, examining the economic and cultural
diversity of markets in each. Next, they discuss the resultant need to develop and
implement different strategies for markets in each of these spheres.
18
21) S.Vivin Richard (2012) This research analyses E-Entrepreneurs like flipkart.com,
Amazon.com, Naaptol.com etc, and the characteristics of online marketing strategies
used by new media Entrepreneurs. This research helps to understand the nature and
extent of business strategies used by successful online Entrepreneurs. Nowadays, most
people prefer to get first-hand information from the internet. Being a terrific medium
of communication, internet not only helps people to stay informed but gives them a
fair idea about the consumer market as well. Hence, it is important to analyze and
utilize the power of internet technology in the best possible manner. The need is to
analyze and research needs of customers who come online to satisfy their wants.
37
22) Fernando Juárez (2011) An argument for relationship marketing strategies from
a community organization approach in a development context is presented in this
paper. Emphasis is on the conflict among interests of organizations and interests of
individuals, as well as on existent differences with transactional and prescriptive-
pecuniary individualistic approach. Because of this, it is proposed that different forms
of community organization, through using coalitions, grassroots organization,
community leadership, empowerment and other forms of development and
community building, must be integrated into relationship marketing. This sets a
relationship of organizations with individuals embedded in community.
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CHAPTER:3
RESEARCH DESIGN
31
Statement of the problem:
“A study on marketing strategies adopted by Bajaj auto motor Sandur”
27
A marketing strategy is a process that can allow an organization to concentrate its
32
limited resources on the greatest opportunities to increase sales and achieve a
sustainable competitive advantage. Any organization that wants to exchange its
products or services in the market place successfully should have a Strategic
Marketing plan to guide the allocation of its resources.
Need for the study:
[Type text] Page 19

49
Marketing objectives are goals set by a business when promoting its products or
39
services to potential consumers that should be achieved within a given time frame. In
other words, marketing objectives are the marketing strategy set in order to achieve
the overall organizational objectives. A company's marketing objectives for a
particular product might include increasing product awareness among targeted
consumers, providing information about product features and reducing consumer
resistance to buying the product.
OBJECTIVE OF THE STUDY

27
 To assess the marketing strategies adopted by the company & to evaluate
the effectivenessof the marketing strategies in the company.
32
 To study and analyze the distributors perception regarding the promotional
anddistributional strategies of Bajaj Auto.
 To make comparative analysis of different products of Bajaj auto company

with their success and failure.
 To analyze various promotional strategies and know about the current

strategies keeping in mind the competition and arrival of Bajaj Company
in Sandur.
 To study the feedback of the products.

Scope of the study:
74
The study has limited scope for only metro cash and carry for the duration 45 days
Meaning of Research
43
According to D. Snetsinger and M. Stephenson in the Encyclopedia of social sciences
define research as "the manipulation of things, concepts or symbols for the purpose of
generalizing to extend, correct or verify knowledge, whether that knowledge aids in
construction of theory or in the practice of an art."
RESEARCH METHOD:
32
It must be classified on the basis of the major purpose of the investigation.
[Type text] Page 20

16
In this problem description studies have been undertaken, as the objective of the
project is to conduct the market shares study to determine the share of market
received by the company to the competitor.
DATA COLLECTION
The information needed to further proceed had been collected through
primary and secondary data.
PRIMARY DATA:
It consists of information collected for the specific purpose, survey research
was used and he all the details of Bike and their competitors were contacted. Survey
research is the approached gathering description and information.
CONTACTED METHOD:
The information was solicited by administering structured questionnaire to

the customer and dealers, thus getting to know directly from the dealers their sales
before and after sales service.
TYPES OF RESEARCH
1. Exploratory Research,
2. Descriptive Research
Exploratory Research:
41
Exploratory research studies are also termed as formulate research studies. The main
purpose of such studies in that of formulating a problem for more precise investigation
82
or of developing the working hypothesis forms an operational point of view.
Descriptive Research:
41
Diagnostic Research studies determine the frequency with something occurs or its
association with something else. In this project, information pertaining to customer
needs satisfaction and their demographic profile was collected; hence it is a descriptive
[Type text] Page 21

research.
Research Gap:
Till date on this topic have done many research but in this this region this was the
first the gap was to find the strategies used by the bajaj in rural areas to fulfill their
needs and requirements
3
Limitations of the study:
 The time limit is very less to collect the complete data.
 We can collect the data only by primary research that is through questionnaires.
 The reply from consumers was sometimes unwarranted.
 In our learning we have included 100 customers because of time boundary.
CHAPTER SCHEME:
This project report is proposed to be organized in five chapters.
24
Chapter 1: it includes introduction, industry profile and company profile; vision,
mission and quality policy. Products/services profile areas of operation, infrastructure
facilities, competitor’s information, SWOT analysis, future growth and prospects.
Chapter 2: it includes theoretical background, of the study, literature, review with

research gap
Chapter 3: it includes statement of the problem, need for the study, objectives,
scope of the study, research methodology, Limitations, chapter scheme.
Chapter 4: it includes analysis and interpretation of the data-collected with

relevant tables and graphs. Results obtained by the using statistical tools must be
included.
3
Chapter 5: it includes, summary of findings, conclusion suggestion
/recommendations
Bibliography.
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CHAPTER 4
DATA ANALYSIS AND INTERPRETATION
1. Age of the respondents
Table 1
Particulars No of respondents Percentage
18 to 25 years 43 43%
25 to 35 years 20 20%
36 to 45 years 28 28%
Above 45 years 09 09%
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Total 100 100%
Graph 1
Age
18 to 25 years
25 to 35 years
36 to 45 years
Above 45 years
Interpretation: in the above table and chart showing that 43% of the respondents
age is 18-25 years,28% of the respondents age is 25-35 years and 09% of the
respondents age is above 45 years.
2. What is your education qualification
Table 2
SSLC 08 08%
PUC 06 06%
Degree 52 52%
PG 34 34%
[Type text] Page 25

Total 100 100%
Graph 2
educational qualification
SSLC
PUC
Degree
PG
are gradutes,08% of the respondents are completed 10th and 34% of the respondents
are post graduates.
3. Occupation of the respondents
Table 3
Employee 28 28%
Businessman 18 18%
Agriculture 50 50%
Others 04 04%
[Type text] Page 26

Total 100 100%
Graph
Occupation
Employee
Businessman
Agriculture
Others
occupation is agriculture, 28% of the respondents are employees,18% of the
respondents are businessman.
4) Where did you get to know about this Bike?
Table 4
Television 21 21%
Boarding’s 13 13%
Newspaper & magazines 08 08%
Friends and Relatives 58 58%
[Type text] Page 27

Total 100 100%
Graph 4
Where did you know
Television
Boarding’s
Newspaper & magazines
Friends and Relatives
Interpretation: in the above table and chart showing that 58% of the respondents are
come to know bajaj bikes through friends and relatives and 21% of the respondents
are through television.
5) Have you seen Bajaj add
Table 5
Yes 68 68%
No 32 32%
Total 100 100%
[Type text] Page 28

Graph 5
Bajaj Adds
Yes
No
seen bajaj Adds and 32% of the respondents are said no.
6) How do you like the marketing of Bajaj
Table 6
Satisfactory 47 47%
Impressive 09 09%
Effective 34 34%
Ineffective 10 10%
[Type text] Page 29

Total 100 100%
Graph
Marketing
Satisfactory
Impressive
Effective
Ineffective
said satisfactory regarding the marketing activities of the bajaj and 34% of the
respondents are said effective.
7) Are you happy with the after sales service of Bajaj
Table 7
Yes 76 76%
No 24 24%
Total 100 100%
[Type text] Page 30

Graph 7
Sales service
Yes
No
said happy with after sales service of bajaj motors and 24% of the respondents are said
no.
8) What attracts you the most about Bajaj

Table 8
Price 47 47%
Product features 53 53%
Total 100 100%
Graph 8
[Type text] Page 31

What attracts you the most
Price
Product features
said price is the main factor to go for Bajaj motors and 53% of the respondents are
said product features is the main factor to visit Bajaj motors.
9) Does the ad represent brand value
Table 9
Yes 47 47%
No 28 28%
Sometimes 25 25%
[Type text] Page 32

Total 100 100%
Graph 9
ad represent brand value
Yes
No
Sometimes
are said yes on the above statement and 28% of the respondents are said no and
25% of the respondents are said sometimes.
10) How do you compare our quality of service among competitors
Table 10
Excellent 20 20%
Good 37 37%
Neutral 08 08%
[Type text] Page 33

Average 30 30%
Poor 05 05%
Total 100 100%
Graph 10
quality of service among

competitors
Excellent
Good
Neutral
Average
Poor
feel good regarding the quality of bajaj among competitors,20% of the respondents
are said excellent and 30% of the respondents are said average.
11) Is the company Know Exactly Who Your Audience Is
Table 11
Yes 67 67%
No 20 20%
Not Aware 13 13%
[Type text] Page 34

Total 100 100%
Graph 11
Who Your Audience
Yes
No
Not Aware
said yes Bajaj showroom knows who is their audience, 20% of the respondents are
said no and 13% of the respondents are said not aware.
12) Is the company is promoting their products aggressively?
Table 12
Yes 68 68%
No 12 12%
Not Aware 20 20%
[Type text] Page 35

Total 100 100%
Graph 12
Promotion
Yes
No
Not Aware
said yes company promoting their products aggressively, 12% of the respondents are
said no and 20% of the respondents are said not aware about the statement.
13) What do you think about the Pricing, Positioning and Branding of the
company?
Table 13
Very Good 16 16%
Good 71 71%
[Type text] Page 36

Average 13 13%
Total 100 100%
Graph 13
Pricing, Positioning and Branding
Very Good
Good
Average
are feel good on pricing, positioning and branding of the company, 16% of the
respondents are said very good and 13% of the respondents are said average.
14) Is the company is successfully Identifying target market?
Table 14
Yes 63 63%
No 08 08%
[Type text] Page 37

Not Aware 29 29%
Total 100 100%
Graph 14
successfully Identifying target market
Yes
No
Not Aware
said Yes Company successfully identifying their target customers and 08% of the
respondents are said no and 29% of the respondents are said not aware.
15) Is the company is knowing about their competitors?
Table 15
Yes 89 89%
No 02 02%
[Type text] Page 38

Not Aware 09 09%
Total 100 100%
Graph 15
knowing about their competitors
Yes
No
Not Aware
said Yes Company knows their competitors and 09% of the respondents are said not
aware.
[Type text] Page 39

CHAPTER: 5
FINDINGS, SUGGESTIONS AND CONCLUSION
Findings
 43% of the respondents age is 18-25 years,28% of the respondents age is 25-35
years and 09% of the respondents age is above 45 years.
 52% of the respondents are gradutes,08% of the respondents are completed 10th
and 34% of the respondents are post graduates.
 50% of the respondents occupation is agriculture, 28% of the respondents are
employees,18% of the respondents are businessman.
[Type text] Page 40

 58% of the respondents are come to know bajaj bikes through friends and
relatives and 21% of the respondents are through television.
 68% of the respondents are seen bajaj Adds and 32% of the respondents are
said no.
 47% of the respondents are said satisfactory regarding the marketing activities
of the bajaj and 34% of the respondents are said effective.
 76% of the respondents are said happy with after sales service of bajaj motors
and 24% of the respondents are said no.
 47% of the respondents are said price is the main factor to go for Bajaj motors
and 53% of the respondents are said product features is the main factor to visit
Bajaj motors.
 47% of the respondents are said yes on the above statement and 28% of the
respondents are said no and 25% of the respondents are said sometimes.
 37% of the respondents are feel good regarding the quality of bajaj among
competitors,20% of the respondents are said excellent and 30% of the
respondents are said average
 67% of the respondents are said yes Bajaj showroom knows who is their
audience, 20% of the respondents are said no and 13% of the respondents are
said not aware.
 68% of the respondents are said yes company promoting their products
aggressively, 12% of the respondents are said no and 20% of the respondents
are said not aware about the statement.
 71% of the respondents are feel good on pricing, positioning and branding of
the company, 16% of the respondents are said very good and 13% of the
respondents are said average.
 63% of the respondents are said Yes Company successfully identifying their
target customers and 08% of the respondents are said no and 29% of the
respondents are said not aware.
 89% of the respondents are said Yes Company knows their competitors and
09% of the respondents are said not aware.
SUGGESTIONS:
 Company should concentrate on improving the after sales service of products as it
[Type text] Page 41

is a important factor for the sales of consumer products.
 Company should constantly get innovative in advertising its products, mainly

focusing on Value it will bring to the customer after buying the product
 Post sales strategy should be implemented.
 The company should dispatch the documents related to the enquiry, quotations
very clearly and completely.
 Bajaj has to implement proper Marketing strategy
 Bajaj has to maintain good customer relationship
[Type text] Page 42

Conclusion:
 With respect to the above study and the findings thereby are that the company has
definitely entrenched into the urban market.
 With few more concerted efforts, the said organization needs to enter the rural
market in order to completely establish itself all over.
 Customer Service and Satisfaction are of utmost important in this highly

Competitive market
 Value Proposition should be created in the eyes of the customer to gain Loyalty
which will in turn help to sustain and be a Leader in the Market
References:
 Atul Prakash (2013) Sales and Marketing of Bajaj Automobiles - Atul Prakash -
IJFMR Volume 5, Issue 2, March-April 2023. DOI
10.36948/ijfmr.2023.v05i02.1936
 Nagasimha Balakrishna (2015) Innovation and product innovation in marketing
strategy URI https://repository.iimb.ac.in/handle/2074/12020, ISSN: 1941-3408
2327-5340
 Mona Sinha (2018) Growing the pie in emerging markets: Marketing strategies
for increasing the ratio of non-users to users Journal of Business Research Volume
86, May 2018, Pages 217-224 https://doi.org/10.1016/j.jbusres.2017.05.007
 Chinmoy Ghosh (2017) A Study on - Evaluating Marketing Strategies Adopted
by
Home Appliance for Economic Development in India Vol. 1 No. 1, April 2017,
pages: 9~15 e-ISSN : 2550-7001, p-ISSN : 2550-701X
http://dx.doi.org/10.21744/ijssh.v1i1.7
 Bibhu SantoshBehera (2015) Information Communication Technology Promoting
Retail Marketing in Agriculture Sector in India as a Study Procedia Computer
Science Volume 48, 2015, Pages 652-659
https://doi.org/10.1016/j.procs.2015.04.148
 Milad Kalantari Shahijan (2018) Qualities of effective cruise marketing strategy:
Cruisers’ experience, service convenience, values, satisfaction and revisit
[Type text] Page 43

intention ISSN: 0265-671X Article publication date: 29 November 2018 Volume

35 Issue 10
 Priyanka Singh (2016) Emergence of Green marketing Strategies and Sustainable
Development in India Journal of Commerce and Management Thought;
Pune Vol. 7, Iss. 4, (Oct 2016): 693-710. 10.5958/0976-478X.2016.00037.9
 Aditi Naidu (2017) Strategies for Marketing to the Rural Customer in India
Journal of Rural and Industrial Development Volume 5 Issue 1 April 2017
 Dr. Sanjay Sharma (2017) Marketing Mix Strategies for FMCG Companies in
India Journal of Commerce and Management Thought;
Pune Vol. 8, Iss. 4, (Oct/Dec 2017): 760-771. DOI:10.5958/0976-
478X.2017.00046.5
 Kanagal (2015) Innovation and product innovation in marketing strategy URI:
https://repository.iimb.ac.in/handle/2074/12020 ISSN: 1941-3408
2327-5340
 Zuhairah Hasan (2015) The Impact of Green Marketing Strategy on the Firm's
Performance Procedia - Social and Behavioral Sciences Volume 172, 27 January
2015, Pages 463-470
 S. Arunachalam (2019) In pursuit of an effective B2B digital marketing strategy
in an emerging market Published: 22 August 2019 47, pages 1085–1108 (2019)
 Kofi Q. Dadzie (2017) How Firms Implement Marketing Strategies in Emerging
Markets: An Empirical Assessment of The 4A Marketing Mix Framework
Volume 25, 2017 - Issue 3 https://doi.org/10.1080/10696679.2017.1311220 Pages
234-256 | Published online: 12 Jul 2017
 Yogesh Hole (2018) Service marketing and quality strategies Vol 6, No 1 (2018)
DOI: http://dx.doi.org/10.21533/pen.v6i1.291
 Mark B. Houston (2017) When marketing strategy meets culture: the role of
culture in product evaluations 384–402 (2018)
 Jelmer H.G. Jeuring (2016) Discursive contradictions in regional tourism
marketing strategies Journal of Destination Marketing & Management Volume 5,
Issue 2, June 2016, Pages 65-75 https://doi.org/10.1016/j.jdmm.2015.06.002
 Man Yang (2018) International entrepreneurial marketing strategies of MNCs:
International Business Review Volume 27, Issue 5, October 2018, Pages 1045-
1056 https://doi.org/10.1016/j.ibusrev.2018.03.004
[Type text] Page 44

 Dr. Ashfaque Ahmed, (2013) Rural Marketing Strategies for Selling Products &
Services: Issues & Challenges Journal of Business Management & Social Sciences
Research (JBM&SSR) ISSN No: 2319-5614 Volume 2, No.1, January 2013
 MANOJ P K (2016) RETAILING IN INDIA IN THE DIGITAL ERA:
STRATEGIES FOR ENHANCED COMPETITIVENESS OF THE RETAIL
INDUSTRY Proceedings of 51st IRF International Conference, 20th March, 2016,
Pune, India, ISBN: 978-93-85973-75-8
 Susan P. Douglas (2011) Convergence and Divergence: Developing a Semiglobal
Marketing Strategy https://doi.org/10.1509/jimk.19.1.82 Vol 19, Issue 1, 2011
 S.Vivin Richard (2012) A Study on online marketing strategies used
by E- Entrepreneurs in India Volume 2, Issue 8 ISSN: 2249-1058
http://www.ijmra.us
 Fernando Juárez (2011) A critical review of relationship marketing: Strategies to
include community into marketing in development contexts Vol.5(35), pp. 13404-
13409 , December 2011 https://doi.org/10.5897/AJBMX11.019
1) Age of the respondents

A) 18 to 25 years
B) 18 to 25 years
C) 36 to 45 years
D) Above 45 years
[Type text] Page 45

2) What is your education qualification

A) SSLC
B) PUC
C) Degree
D) PG
3) Occupation of the respondents

A) Employee
B) Businessman
C) Agriculture
D) Others
4) Where did you get to know about this Bike?

A) Television
B) Boarding’s
C) Newspaper & magazines
D) Friends and Relatives
5) Have you seen Bajaj add

A) Yes
B) No
6) How do you like the marketing of Bajaj

A) Satisfactory
B) Impressive
C) Effective
D) Ineffective
7) Are you happy with the after sales service of Bajaj

A) Yes
B) No
[Type text] Page 46

8) What attracts you the most about Bajaj

A) Price
B) Product features
9) Does the ad represent brand value

A) Yes
B) No
C) Sometimes
10) How do you compare our quality of service among competitors

A) Excellent
B) Good
C) Neutral
D) Average
E) Poor
11) Is the company Know Exactly Who Your Audience Is

A) Yes
B) No
C) Not Aware
12) Is the company is promoting their products aggressively?

A) Yes
B) No
C) Not Aware
13) What do you think about the Pricing, Positioning and Branding of the
company?
A) Very Good
B) Good
C) Average
14) Is the company is successfully Identifying target market?
[Type text] Page 47

A) Yes
B) No
C) Not Aware
15) Is the company is knowing about their competitors?

A) Yes
B) No
C) Not Aware
[Type text] Page 48

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