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RESEARCH REPORT
ON
I declare that this research report on the topic “MARKETING MIX PLAN
&CONSUMER FEEDBACK FOR BAJAJ BIKES” is done for the Partial fulfilment
for the award of two-year degree course in Master Of Business Administration, from
RBMI, Greater Noida affiliate to U.P.Technical University, Lucknow.
This is my Own Work and is not submitted to any other University Or Institution to the
best of my knowledge.
Ravindra Yadav
Acknowledgment
To begin with, I must express my thanks to Mr. Deepak Singh, for guiding and helping
me through all the stages of the present project. He has been a constant source of
inspiration and encouragement — without which it would have been difficult to bring the
present project to a successful head.
Last but not the least, I would like to thank my faculty members and friends without
whose support and encouragement this project would not have seen the light of the day.
I do hope this project manages to shed some light on a new marketing approach, and it
will be appreciated by students, academics and professionals.
Ravindra Yadav
PREFACE
Management education talks of synchronizing the theoretical studies with practical
application in the most effective way. The training figure prominently in the course
professional insight. It actually gives a feel about what is happening in life and industry
around. It grooms an individual to find himself fit in the corporate world. Students
eventually come out with much confidence, knowledge and matured attitude and outlook.
orderly and insightful process of thinking about and planning for the market. This process
is applicable to more than just goods and services. I think that anything can be researched
– ideas, events, organization, place, personalities etc. and that motivated me to choose
this as a specialized subject. This particular process starts with entering deep inside the
relevant market place to understand its dynamics and to identify opportunities to meet the
1. ACKNOWLEDGEMENT
2. EXECUTIVE SUMMARY
3. COMPANY PROFILE AND INTRODUCTION
4. OBJECTIVE
5. RESEARCH METHODOLOGY
MARKETING MIX PLAN
• Segmentation
• Targeting
• Positioning
• Product
• Price
• Promotion
• Place
• Company survey
• Customer survey
• Data analysis
&INTRODUCTION
CO.PROFILE & INTRODUCTION
The Bajaj group came into existence during the turmoil and
in 1947. But when he did so, he put his heart and soul into
Rahul Bajaj today heads the group. He has been the Chief
Executive Officer of Bajaj since 1968 and is recognized as
resourcefulness.
flow of work.
experimentation.
directors.
Milestones:
time of 12 months.
vehicle.
International marketing:
from this trend during October 2001 when the scooter sales
in fiscal 2004.
motorcycles.
fiscal 2004.
in the last month of the year. With the rising rural demand
under study.
Professionals 50
Students 80
Govt.Employees 35
Business man 35
DATA SOURCES
sources.
RESEARCH APPROACH
Sales manager.
RESEARCH INSTRUMENT
Sampling Unit:
above.
Sampling Procedure:
PLAN
SEGMENTATION
Demographic Segmentation:
India.
Psychographic Segmentation: People purchasing Bajaj’s
mostly male.
POSITIONING
are as follows:
1. Eliminator
2. Pulsar- 180
3. Pulsar-150
4. Caliber 115
5. Boxer AT
PULSAR -150
Pulsar
Specificati Value
on
Engine Type 4 stroke
Cooling
Air Cooled
Type
Displaceme
143.90cc
nt
No. of
1
Cylinders
MaxPower 12bhp
Max Power
8500rpm
RPM
Max Torque 10.8Nm
Max Torque
7500rpm
RPM
Ignition
C.D.I
Type
Carburettor Ucal-Mikuni(DH)
Transmissio 5 Gears - All down
n Type
Clutch Type Lever operated(Left Hand)
Electrical
12V
System
Head Light 35/35 W Clear Lens Type
Horn 12 V DC
Chassis
Tubular Double Craddle
Type
Front
Telescopic
Suspension
Rear
Trailing arm with coaxial hydraulic shock absorbers
Suspension
& coil springs 5 Step adjustable
Front Tyre
2.75 x 18 42P
Size
Rear Tyre
3.00 X 18 4/6 PR
Size
Front
Drum Brake 130mm or Hydraulic Disc Brake
Brakes
Rear Brakes Drum Brake 130mm
Fuel Tank
18 litres
Capacity
Reserve
3 litres
Capacity
Saddle
780mm
Height
Kerb Weight
132kg
Maximum
263kg
Payload
Specificati
Value
on
Engine
4 stroke
Type
Cooling
Air Cooled
Type
Displaceme
178.60cc
nt
No. of
1
Cylinders
MaxPower 15bhp
Max Power
8000rpm
RPM
Max Torque 13.2Nm
Max Torque 6500rpm
RPM
Ignition
C.D.I
Type
Carburettor Mikuni(DJ)
Transmissio
5 Gears- One down four up
n Type
Clutch Type Lever operated(Left Hand)
Electrical
12V
System
Head Light 35/35 W Clear Lens Type
Horn 12 V DC 2 nos.
Chassis
Tubular Double Cradle
Type
Front
Telescopic
Suspension
Rear Trailing arm with coaxial hydraulic shock absorbers &
Specification Value
Engine Type 4 stroke
Cooling Type Air Cooled
Displacement 173.9cc
No. of
1
Cylinders
Compression
Ratio
MaxPower 15.2bhp
Max Power
8500rpm
RPM
Max Torque 13.7Nm
Max Torque
7500rpm
RPM
Ignition Type CDI Electronic
Carburettor Mikuni BSR30
Transmission
5 Speed
Type
Clutch Type Wet multi-plate
Electrical
12V AC/DC
System
Head Light 60/55W
Horn 12V
Chassis Type Double cradle
Front
Telescopic
Suspension
Rear Trailing arm with coaxial hydraulic shock
Turning 2.5m
Radius
Kerb Weight 157kg
Maximum 130kg
Payload
Fuel Efficiency
kmpl
(Ideal)
Fuel Efficiency
Kmpl
(Highway)
Fuel Efficiency
Kmpl
(City)
Max Speed 116kmph
Acceleration
Braking
Distance
CALIBER 115
Specification Value
Engine Type 4 stroke
Cooling Type Air Cooled
Displacement 111.6cc
No. of Cylinders 1
MaxPower 7.7bhp
Max Power RPM 7000rpm
Max Torque 0.83Nm
Max Torque RPM 6000rpm
Ignition Type C.D.I.
Carburettor Keihin PC 18 or Ucal-Mikuni VM18SH
Transmission Type 4 Speed Gear Box
Clutch Type Lever operated
Electrical System 12V AC/DC
Head Light 35/35
Horn 12V DC
Chassis Type Tubular Semi Double cradle
Front Suspension Long Telescopic
Rear Suspension 5-step adjustable
Front Tyre Size 2.75 x 18 Zapper
Rear Tyre Size 3.00 x 18 Zapper
Front Brakes 240 mm ventilated disc brakes
Rear Brakes 130 mm brake drum
Fuel Tank Capacity 14 litres
Reserve Capacity 3 litres
Wheel Base 1245mm
Saddle Height 780mm
Kerb Weight 120kg
Maximum Payload 246kg
Fuel Efficiency (City) 65kmpl
Max Speed 95 km/hr with single rider (68kg)kmph
KAWASAKI BOXER
Specification Value
Engine Type 4 stroke
Cooling Type Air Cooled
Displacement 99.35cc
No. of Cylinders 1
Compression
9.3
Ratio
MaxPower 7.7bhp
Max Power RPM 8000rpm
Max Torque 0.71Nm
Max Torque RPM 6000rpm
Ignition Type CDI
Transmission
4-speed
Type
Electrical System 12 V AC/DC
Head Light 35 / 35 W
Horn 12V DC
Chassis Type Tubular semi- double cradle
Front Suspension Hydraulically damped Telescopic (travel
110 mm)
Rear Suspension Swing arm hydraulic shock absorber
Competitive Pricing
As On Jan. 2005
As On Jan. 2005
Ex Show
On Road
City Variation Room Price
Price (Rs.) †
(Rs.) †
GKP Base Model 55540 58740
As On jan. 2005
Ex Show Room Price On Road Price
City
(Rs.) † (Rs.) †
GKP 65650 70650
As On Jan. 2005
AS ON JAN. 2005
PROMOTION
Auto Company.
in recent futures.
The company provides six free services to its customers
Magazines
Road Shows
New vehicles
Used vehicles
Bajaj Auto Finance Ltd offers the best deals on new Bajaj
These include:
• 0% Interest schemes
Contact the Bajaj Auto Finance Ltd office in your city to
to time.
LOAN FOR USED VEHICLES
country.
INTERPRETATION
FINDINGS
Company:
region.
product.
18%
39%
Professionals Student
Govt.Employee Business man
25%
75%
YES NO
75% People own bike whereas 25% don’t have any bike, of course some of
have scooters.
Which Bike (specify)?
8% 4%
12%
48%
28%
bajaj28%,Suzuki 12%,Yamaha8%.
Satisfaction level of
customers of Bajaj Bike?
40%
60%
Yes No
60% people are very much satisfied with the Bajaj bikes specially with the
17%
Looks Body Built
44% Style
Robustness All of them
44% people likes it body built, whereas 22% like looks, 17%
likes styles and 11% likes because of others features like
Robustness, power, mileage, etc.
25% 60%
Word of Mouth Television
Print Media Dealers Effort
30%
70%
Yes No
42%
58%
Cash Finance
58% consumers prefer cash purchasing, whereas 42% people prefer through
finance.
Finance is the one most imp. Reason that increases the consumption of
bikes.
CONCLUSION
CONCLUSION
trained.
centre.
Bajaj Bikes.
RECOMMENDATIONS
RECOMMENDATIONS
frustration increased.
on it.
company in Gorakhpur.
been biased.
been biased.
SWOT ANALYSIS
SWOT ANALYSIS
Strength:
It is a specialty good.
It is a durable goods.
Weakness:
Opportunity:
grow.
magazines
www.Bajajauto.com
4.REFRENCES:
Name: ADDRESS:
Occupation: AGE:
Family Income:
A . Yes B. No
A. Yes B. No
QUE.4.What physical features made you prefer BAJAJ
BIKES?
LOOKS
BODY BUILT
STYLE
ROBUSTNESS
ALL OF THEM
WORD OF MOUTH
TELEVISION
PRINT MEDIA
DEALER EFFORTS
YES
NO
CASH
FINANCE
QUE.8.Do You want any modification in any bike ?
Comment__________________________________