Bajaj Auto Limited

-TiTans’

Flow
12/10/09

Introduction  Product Portfolio  Pulsar  Discover  RE-Rickshaw  Evolution  Future

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Introduction
12/10/09

Indians Largest 2-wheeler and 3-wheeler Company  Bajaj Group founded in 1926 by Sh. Jamna Lal 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 ( 2-Wheeler)
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Product Portfolio (3-Wheeler)
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Product Life Cycle
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Market share
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Bajaj Portfolio
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International Presence
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Bajaj Pulsar
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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
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Apache (TVS)  Hunk (Hero Honda )  Karizima (Hero Honda )  CBZ (Hero Honda )  Fz-16 (Yamaha)

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Brand  Positioning   Statement 

“DEFiNiTELY MALE”

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Bajaj Discover
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Launched in 2004  Highest selling 125 cc bike in India  Comes in 100cc and 135 cc variants  Tag line “Last Temptation “  “Ek Litre main Bharat Dekho “  Only Brand to have a Brand Ambassador

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Positioning : Discover
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Style with Performance Positioned as a fuel efficient bike. Discover – a bike for each segment of people.

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DISCOVER COMPETITORS
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Brand  Positioning   Statement 

A man can resist anything but Temptation

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Passenger Vehicle (RE )
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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
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No Evident promotional campaign.  Strong pan India presence.  Strong Supply chain.
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“ Monopoly “

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RE Competitors
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TVS  Mahindra & Mahindra  Piaggio

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Evolution of Bajaj Auto - 90’s
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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
12/10/09

bajaj com m ercial-1.m p4

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12/10/09

Who is this targeted to ????

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Future
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Recommendations
12/10/09

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Company should keep focusing on the fast growing motorcycle segment. Strengthen its position in ungeared segment. Concentrate on JV’s 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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