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INTRODUCTION
“The process of planning and executing the conception, pricing, promotion and
distribution of ideas, goods and services to create exchanges that satisfy
individual and organizational objectives”.
Product
Price
Place and
Promotion
All these factors are most important tools and techniques in the marketing
management but if we consider the wide area which makes profit and achieve
organizational objectives and goals by making sales i.e., promotion of the
product or service.
The promotion mix is the utmost important factor for the marketing challenges.
The main promotional mix and its importance and need can be derived in the
following ways they are as follows:-
Advertising
Sales promotion
Personal selling and salesmanship
Publicity
And other promotional activities
1
Marketing communications or promotion helps marketers communicate
information to potential customers about the product’s existence, value and the
benefits that can be accrued from it. It comprises one of the four elements of the
marketing mix. Designing an effective marketing communication mix helps
marketers to attract, persuade, urge and remind customers of the company’s
brands.
2
Coming to the marketing communication process, the words promotion and
advertising, both of which are extensively used in the marketing communication
mix, have originated from Latin. In Latin 'pro' means forward and 'movere' means
to push. Thus, promotion means to push forward. Similarly, advertising means 'to
turn towards.' So, these two terms stand for pushing forward the product and
turning towards the customers. But it is important to note that the marketing
communication mix has evolved over the years. It encompasses various other
elements besides advertising and promotion, like public relations, personal
selling, direct marketing, etc.
To offer suggestions which are helpful to face the challenges and to make
effectiveness of promotional mix to the organization.
3
Research methodology
This survey is conducted to study and test promotional mix by which effective
tool makes a sale. For this purpose we have selected 50 respondents from
Warangal district. To collect primary data from respondents we designed a
schedule. The schedule contains questions which are as follows:
a) Personal identification
b) Social background.
The collected information is edited, classified tabulated the data is analyzed &
interpreted. Finally conclusions are drawn and suggestions are being offered.
Sample of the study: - Fifty respondents selected who are existing customers
of ANIKA BAJAJ show room to measure the effectiveness of promotion mix.
Sources of data
Primary data
Secondary data
4
Limitations of the study
♦ As the sample is only fifty, the study and findings cannot be considered
as exhaustive.
5
Chapterisation of the Study
The report of the study consists of these chapters. They are as follows:
a) Advertising.
b) Sales Promotion.
c) Personal selling.
d) Publicity.
e) Direct Marketing.
6. Bibliography
7. Appendix
6
CHAPTER – II
COMPANY PROFILE
About Bajaj:- The Bajaj Group is amongst the top 10 business houses in
India. Its footprint stretches over a wide range of industries, spanning
automobiles (two-wheelers and three-wheelers), home appliances, lighting, iron
and steel, insurance, travel and finance.
The group’s flagship company, Bajaj Auto, is ranked as the world’s fourth
largest two- and three- wheeler manufacturer and the Bajaj brand is well-known
in over a dozen countries in Europe, Latin America, the US and Asia.
The present Chairman of the group, Rahul Bajaj, took charge of the
business in 1965. Under his leadership, the turnover of the Bajaj Auto the
flagship company has gone up from Rs.72 million to Rs.100.76 billion (USD 2.3
billion), its product portfolio has expanded from one to and the brand has found
a global market. He is one of India’s most distinguished business leaders and
internationally respected for his business acumen and entrepreneurial spirit.
7
Bajaj Auto limited is one of the largest two wheeler manufacturing company in
India apart from producing two wheelers they also manufacture three wheelers.
The company had started way back in 1945. Initially it used to import the two
wheelers from outside, but from 1959 it started manufacturing of two wheelers in
the country. By the year 1970 Bajaj Auto had rolled out their 100,000th vehicle.
Bajaj vehicles have become an integral part of the Indian milieu and over the
years have come to represent the aspirations of modern India.
Bajaj Chetak in 1980’s. This was around the time when the waiting list of Bajaj
had slowly evaporated and Indian consumers could buy the scooters ex-
showroom. It was with great pride did I buy a Bajaj scooter and was thrilled that it
was available off-the-shelf.
Bajaj Auto manufacturing units (1990’s) Bajaj Auto has three manufacturing
units in the country at Akurdi, Waluj and Chakan in Maharashtra, western India,
which produced 1,814,799 vehicles in 1990’s. The sales are backed by a network
of after sales service and maintenance work shops all over the country.
Bajaj Auto (2000’s) it has launch products which cater to every segment of the
Indian two wheeler market Bajaj CT 100 Dlx offers a great value for money at the
entry level. Similarly Bajaj Discover 125 offers the consumer a great performance
without making a big hole in the pocket.
Bajaj Auto also has a marked presence in the premium segment with
models like the Bajaj Pulsar creating a ripple on the Indian roads. The general
trend of the two wheeler industry has not left Bajaj Auto unscathed. Scooters
8
which were once the main source of revenue for the company have given way to
motorcycles.
Bajaj Auto: In collaboration with Kawasaki Heavy Industries of Japan, this
company is the largest exporter of two and three wheelers in India. It was
established in the year 1926 by Jamnalal Bajaj. The popular brands of this
company are Pulsar and Discover DTSi. In 2005 the Discover DTS-i was chosen
as Bike of the Year for its superb design by Overdrive Awards. In the same year
Bajaj Avenger and Bajaj Wave launched. And XCD new version also segment in
moped blade in 2008 – 2009
After I stopped riding scooters over the last ten years, my interest in two-
wheelers came down and I lost touch with the two-wheeler market. I did notice
the shift from scooters to motorcycles and the gradual overtake of Bajaj by Hero
Honda. But, I thought that it was a close fight between Hero Honda and Bajaj,
with Hero Honda being the leader and Bajaj being the challenger.
Bajaj Auto Ltd. sales have increased by approximately 21 per cent in the year
2007-08, which exceeds Rs 65.4 billion, a record in the history of the company.
The gross operating profit stands at Rs. 9.3 billion, again a record. The profits
after tax of the BAL are close to Rs. 7.7 billion, and the pre-tax return on
operating capital is at an impressive 80 per cent.
9
Management Profile:-
Board of Directors
Rahul Bajaj Chairman
Madhur Bajaj Vice Chairman
Rajiv Bajaj Managing Director
Sanjiv Bajaj Executive Director
D.S. Mehta Director
Kantikumar R. Podar Director
Shekhar Bajaj Director
D.J. Balaji Rao Director
J.N. Godrej Director
S.H. Khan Director
Mrs. Suman Kirloskar Director
Naresh Chandra Director
Nanoo Pamnani Director
Manish Kejriwal Director
P Murari Director
Niraj Bajaj Director
10
Shareholders’ & Investors’ Grievance committee
D.J. Balaji Rao Chairman
J.N. Godrej
Naresh Chandra
S. H. Khan
Remuneration committee
D.J. Balaji Rao Chairman
S.H. Khan
Naresh Chandra
11
Key Policies:-
Environmental Policy:- Towards creating and preserving a cleaner
environment Bajaj Auto Ltd., manufacturer of two and three wheeler vehicles is
committed to prevention of pollution, continual improvement of our
environmental performance and compliance with all applicable environmental
legislation and regulations. Towards this, we shall strive to:
• create a proactive environment management system that addresses all
environmentally significant aspects related to our products and processes,
• Minimize the generation of waste and conserve resources through better
technology and practices, and promote environmental awareness amongst our
employees and motivate them to fulfill our commitments. We, at Bajaj Auto,
pledge ourselves towards creating and preserving a cleaner environment.
12
Milestones:-
2007
September Launch of XCD DTS-Si
June National Launch of 220 cc Pulsar DTS-Fi.
April Bajaj Auto Commissions New Plant at Pantnagar, Uttarakhand
February 200 cc Pulsar DTS-i launched
January Bajaj Kristal DTS-i launched
2006
April Bajaj Platina launched
2005
December Bajaj Discover launched
June Bajaj Avenger DTS-i launched
February Bajaj Wave DTS-i launched
2004
October Bajaj Discover DTS-i launched
August New Bajaj Chetak 4 stroke with Wonder Gear launched
May Bajaj CT100 Launched
January Bajaj unveils new brand identity, dons new symbol, logo and brandline
2003
October Pulsar DTS-i is launched.
October 107,115 Motorcycles sold in a month.
July Bajaj Wind 125,The World Bike, is launched in India.
Bajaj Auto launched its Caliber115 "Hoodibabaa!" in the executive
February
motorcycle segment.
2001
Bajaj Auto launches its latest offering in the premium bike segment
November
‘Pulsar’.
January The Eliminator is launched.
2000
The Bajaj Saffire is introduced.
1999
Caliber motorcycle notches up 100,000 sales in record time of 12
months.
Production commences at Chakan plant.
1998
June 7th Kawasaki Bajaj Caliber rolls out of Waluj.
July 25th Legend, India’s first four-stroke scooter rolls out of Akurdi.
October Spirit launched.
13
1997
The Kawasaki Bajaj Boxer and the RE diesel Autorickshaw are
introduced.
1995
November
Bajaj Auto is 50.
29
Agreements signed with Kubota of Japan for the development of diesel
engines for three-wheelers and with Tokyo R&D for ungeared Scooter
and moped development.
The Bajaj Super Excel is introduced while Bajaj celebrates its ten
millionth vehicle.
One million vehicles were produced and sold in this financial year.
1994
The Bajaj Classic is introduced.
1991
The Kawasaki Bajaj 4S Champion is introduced.
1990
The Bajaj Sunny is introduced.
1986
The Bajaj M-80 and the Kawasaki Bajaj KB100 motorcycles are
introduced.
500,000 vehicles produced and sold in a single financial year.
1985
The Waluj plant inaugurated by the erstwhile President of India, Shri
November 5
Giani Zail Singh.
Production commences at Waluj, Aurangabad in a record time of 16
months.
1984
January 19 Foundation stone laid for the new Plant at Waluj, Aurangabad.
1981
The Bajaj M-50 is introduced.
1977
The Rear Engine Autorickshaw is introduced.
Bajaj Auto achieves production and sales of 100,000 vehicles in a
single financial year.
1976
The Bajaj Super is introduced.
1975
BAL & Maharashtra Scooters Ltd. joint venture.
1972
14
The Bajaj Chetak is introduced.
1971
The three-wheeler goods carrier is introduced.
1970
Bajaj Auto rolls out its 100,000th vehicle.
1960
Bajaj Auto becomes a public limited company. Bhoomi Poojan of
Akurdi Plant.
1959
Bajaj Auto obtains licence from the Government of India to
manufacture two- and three-wheelers.
1948
Sales in India commence by importing two- and three-wheelers.
1945
November Bajaj Auto comes into existence as M/s Bachraj Trading Corporation
29 Private Limited.
15
Networks:-
• Distribution network covers 50 countries
• 250,204 units exported in 2005-06
• Dominant presence in Sri Lanka, Colombia, Bangladesh, Mexico, Central
America, Peru and Egypt
• Largest exporter of three-wheelers; over 75,297 units exported in 2005-06
• All products customized as per market needs
• 27 per cent growth in total exports over 2004-05
16
For Overseas enquiries contact
For Africa
Mr. Sandeep Kumar Singh sksingh@bajajauto.co.in
For North Africa & Middle East
Mr. Guruprasad R guru@bajajauto.co.in
For Central & South America
Mr. Sameer Deshpande ssdeshpande@bajajauto.co.in
For All Other regions and balance International Marketing queries
Mr. D.K.Banerjee dkbanerjee@bajajauto.co.in
Spirits 2 70CC
17
Conventional Engine-
A conventional 4 Stroke engine has a Single Spark Plug located at one end of
the combustion chamber and hence the combustion is inefficient leading to sub
optimal mileage and sub optimal performance.
DTS-i Engine
DIGITAL TWIN SPARK ignition engine has two Spark plugs located at
opposite ends of the combustion chamber and hence fast and efficient
combustion is obtained. The benefits of this efficient combustion process can be
felt in terms of better fuel efficiency and lower emissions.
DTS-i Engine can be further tuned to deliver exhilarating performance or
exceptional mileage
DTS-Si Engine -
Like DTS-i (which is the mother technology) the engine has 2 spark plugs, but,
instead of conventionally positioned straight ports, the offset positioning of the
ports generate high swirl and turbulence of the air fuel mixture in the combustion
chamber. This results in highly efficient combustion that further results in
exceptional mileage. Like the mother DTS-i technology, the DTS-Si technology
is a patented technology developed by Bajaj Auto R&D.
We are launching our first bike with 125 cc DTS-Si engine and best in class
mileage of 109 kmpl in September 07. The mileage and performance of this bike
is sure to delight you.
18
DTS-Fi-
DTS-Fi stands for "Digital Twin Spark Fuel Injection", a ‘Bajaj Patented
Technology’. In fuel injection the conventional carburettor has been replaced by
injector which injects fuel in to the engine in a spray form based on the
instructions of the Engine Control Unit (ECU) which is a part of the Engine
Management System EMS. The Electronic Control Unit (ECU) is microprocessor
based and is the brain of the fuel injection system. It processes information sent
by various sensors and instantly determines optimum fueling and spark timing
for various engine operating conditions. The ECU contains detailed information
of the engine's characteristics from which it picks the necessary data for
commanding both fueling & sparks timing.
The main advantages of Fuel Injection are:
a. increased power output for same cc.
b. better low end torque. c. Lower fuel delivery & optimization of spark timing.
Service
Congratulations on having acquired your new Bajaj vehicle. Now, let us help you
to look after it so that you continue to own it proudly for several years of faithful,
trouble-free performance. Browse this section for our simple maintenance tips
and recommended service schedules.
Create your own service chart; locate the Bajaj service station closest to you…
We will help you get the maximum value for your money through our
troubleshooting tips.
In the unlikely event of encountering an unusual problem, you can consult our
engineers by posting your queries through this section.
19
Awards:-
Product Awards Year By
Bajaj Pulsar DTS-Fi - Bike of the Year 2008 CNBC-TV18 Autocar Auto
Awards
Bajaj Platina 100cc - Bike of the Year 2007 NDTV Profit Bike India
Mr. Rajiv Bajaj - Man of the year 2006 2006 Autocar Professional
Mr. Rajiv Bajaj - Automotive Man of the 2005 Bike India & NDTV India
year 2005
Bajaj CT 100 - Motorcycle Total 2005 TNS Automotive
Customer Satisfaction Study 2005
Bajaj Discover DTS-i - Bike of the Year 2005 OVERDRIVE Awards 2005
2005
Bajaj Discover DTS-i - Indigenous 2005 OVERDRIVE Awards 2005
Design of the Year 2005
BAJAJ AUTO - Bike Maker of the Year 2004 ICICI Bank OVERDRIVE Awards
2004 2004
DTS-i Technology - Auto Tech of the 2004 ICICI Bank OVERDRIVE Awards
Year 2004 2004
Bajaj Pulsar DTS-i Bike of the Year 2004 ICICI Bank OVERDRIVE Awards
2004 2004
Wind 125 Two Wheeler of the Year 2004 CNBC AUTOCAR Awards 2004
2004
Wind 125 Bike of the Year 2004 2004 Business Standard Motoring
Bajaj Pulsar 180 DTS-i BBC World 2003 BBC World Wheels Award 2003
Wheels Viewers Choice Two Wheeler
of Year 2003
Bajaj Pulsar 180 DTS-i BBC World 2003 BBC World Wheels Award 2003
Wheels Award for Best Two Wheeler
between Rs 55,000 to Rs 70,000
Bajaj Pulsar 150 DTS-i BBC World 2003 BBC World Wheels Award 2003
Wheels Award for Best Two Wheeler
between Rs 45,000 to Rs 55,000
Bajaj Boxer AT KTEC BBC World 2003 BBC World Wheels Award 2003
Wheels Award for Best Two Wheeler
under Rs 30,000
Bajaj Pulsar - Motorcycle Total 2003 NFO Automotive
Customer Satisfaction Study
Bajaj Pulsar - Bike of the year 2003 ICICI Bank OVERDRIVE Awards
2003
Bajaj Pulsar - Most exciting bike of the 2002 OVERDRIVE Awards
year
20
Bajaj Eliminator - Bike of the year 2002 OVERDRIVE Awards
Bajaj Eliminator - Most exciting bike of 2001 OVERDRIVE Awards
the year
Awards Year By
Chakan Plant Super Platinum Award for 2006-07 Frost and Sullivan
Manufacturing Excellence
Chakan & Waluj Plants Audit Passed for 2006-07 TPM
TPM Excellence Award
Bikemaker of the Year 2006-07 Overdrive Awards
Bike Manufacturer of the Year 2007 2006-07 NDTV Profit Bike India
All India Trophy for Highest Exporter 1998-99 EEPC
Focus LAC Award for Outstanding 1998-99 India Trade Promotion
Performance Organisation
Export Excellence 1998-99 EEPC
Certificate of Merit 1998-99 India Trade Promotion
Organisation
Award for Export Excellence 1997-98 EEPC
Export Excellence 1997-98 MCCIIA
All India Trophy for Highest Exporter 1997-98 EEPC
Top Exporter Shield - Western Region 1996-97 EEPC
Export Excellence 1996-97 MCCIA
Regional Top Exporter - Large Scale 1995-96 EEPC
Manufacturer
Highest Export Performance 1995-96 EEPC
Outstanding Export Performance 1995-96 Government of India,
Ministry of Commerce
Export Excellence Award 1995-96 MCCIA
Top Exporter Shield - Western Region 1995-96 EEPC
Certificate of Merit 1995-96 Government of India,
Ministry of Commerce
Award for Export Excellence 1994-95 EEPC
Regional Top Exporter - Large Scale 1994-95 EEPC
Manufacturer
All India Special Shield - Consumer Durables 1994-95 EEPC
Exporter
National Export award for Outstanding 1994-95 Government of India,
Performance Ministry of Commerce
Western Region Top Export Award 1994-95 EEPC
21
All India Special Shield - Consumer Durables 1994-95 EEPC
Regional Special Shield - Capital Goods 1993-94 EEPC
Category
Award for Export Excellence 1993-94 EEPC
Capital Goods Export 1992-93 EEPC
Regional Special Shield - Capital Goods 1990-91 EEPC
Category
Certificate of Export Excellence 1986-87 EEPC
Certificate of Export Recognition 1980-81 EEPC
Certificate of Export Recognition 1979-80 EEPC
Award for Export Excellence 1979-80 EEPC
Certificate of Merit 1978-79 Government of India,
Ministry of Commerce
Certificate of Export Recognition 1978-79 EEPC
Award for Export Excellence 1977-78 EEPC
Certificate of Export Recognition 1977-78 EEPC
Export Promotion 1976 FICCI
Golden Jubilee Export Year Award 1976 FICCI
Export Excellence 1975-76 EEPC
22
Other awards:-
23
Profile of the Organization:-
ORGANISATIONAL HISTORY:-
24
DUTIES AND RESPONSIBILITIES:-
Managing Partners:-
Managing partners who is elected by the member partner will be the chief
of the organization the other partner will be solely and jointly responsible for the
activities undertaken by one partner, the managing partner will take all policy
decisions as needed from time to time actively participating in the affairs and
management of the organization.
MANAGER:-
Manager is the Head of the administrative wing of the organization.
Obliging and implementing the instructions give by partners in general and
managing partner in particular by there facility the smooth functions of the day-
to-day administration are the main duties of the manager.
He will have to control all the different Department and its staff viz..,
Salesman, Accountant, Clerks, Cashier, Mechanics, Workers etc., Each such
staff member is accountable to the manager who in turn in accountable to the
managing partner or partners.
• That all the partners shall be the whole time partners and each of them
shall be entitled to claim remuneration on equal proportions out of the amount
qualified for exemption under income tax act.
25
• That the capital of the firm is not fixed but shall contributed according to
their mutual convenience and respective capacities.
• That the profit and losses of the firm shall be shred by the partners in
equal proportions.
• That on the death (or) desire of any partners the firm shall not stand
dissolved but shall be carried on by the remaining partners with legal heirs.
• That all the necessary and proper books of accounts shall be kept and
maintained by the main place at liberty to inspect them.
• That all the books of accounts shall be closed once in every year i.e., 31 st
march and net profit / net losses as reflected by them shall be adjusted in the
personal accounts of the personal accounts of the parties this deed.
• That the firms raise loans the markets or form any other sources, interest
and other charges there on shall be borne it.
AT LAST:-
BAJAJ – SCOOTERS.
BAJAJ – MOPEDS.
26
CHAPTER – III
THEORETICAL ASPECTS
Among the 4P’s of Marketing Mix product, price, place and promotion in that
promotion is a wide area the very fact that promotion was for quite a long time
considered to be synonymous with marketing communications is a pointer to its
pre-eminent role in marketing communication. As already mentioned, promotion
itself consists of four different components, namely:
Advertising
Sales Promotion
Personal Selling
Publicity
Advertising
The term advertising originates from the Latin ‘adverto’, which means to turn
round. Advertising is telling and selling. Though advertising is but one of the
several functions of marketing, it has reached the status of an independent
discipline in itself. And advertising creates sales by the way of
communicating about the product and attracting the customer to buy the
product by revealing the features and advantage of the product.
27
Benefits of Advertising
Some important benefits of advertising are:
• Advertisements create awareness, interest and desire for
products and services in customers to buy them.
28
Sales Promotion
Sales promotion is another important component of the marketing
communications mix. It is essentially a direct and immediate inducement. It
adds extra value to the product and hence prompts the dealer / consumer to
buy the product.
‘In a specific sense, sales promotion includes those sales activities that
supplement both personal selling and advertising, and coordinate them and
make them effective, such as displays, shows, demonstrations and other non-
recurrent selling efforts not in the ordinary routine.’
29
Importance of Sales Promotion
Sales promotion plays a crucial role while new products or new brands are
introduced into the market. When the economy is in a recessionary phase,
marketers can keep up sales using sales promotion activities like offering free
gifts, discount coupons, organizing contests, etc.
30
PERSONAL SELLING
31
• The interaction between salespersons and customers helps the company
identify the strengths and weaknesses of their new products. It helps the
company take necessary corrective action.
• Effective sales force also helps a company build and improve relationship
with customers
The following are the different types of salespersons which are available
at Bajaj two – wheelers and its dealers for Bajaj vehicles:-
i) Order Takers: These personnel are entrusted with the duty of handling
routine sales orders and repeat orders. They have to perform functions such
as restocking the products, arranging product displays, answering phone calls,
and taking orders, etc. Order takers can be of two types. They are:
a) Inside Order Takers: Sales people who function from within the store and
do not make field calls are called as inside order takers. Eg. Check-out
counter clerks, telemarketing personnel.
b) Field Order Takers: They make field calls, interact with the customers
and take orders.
ii) Order Getters: The order getters are responsible for improving the
present sales and more importantly get new sales orders for the company.
Therefore, the task of order getters is more complicated than order takers.
Hence, organizations continuously enhance their skills through training.
iii) Support Personnel: The duty of support sales personnel is to facilitate the
selling function. They do this in the form of providing after sales support,
building goodwill for the company, etc. Support personnel are not involved in
actual sales of the product.
32
PUBLICITY
Public Relations (PR)
According to the Institute of Public Relations (UK), public relations are “the
planned and sustained effort to establish and maintain goodwill and mutual
understanding between an organization and its public”. A firm’s public includes its
employees, stakeholders, trade unions, general public, customers (past, present
and future), charities, media, government and politicians, etc.
The role of public relations is adopted by Bajaj two – wheelers and its
dealers for Bajaj vehicles:-
Marketing and PR
In small firms, the marketing manager might assume the advertising, sales
promotion, sales, and public relations responsibilities. Large firms that offer
numerous products nationally or even globally have different managers to handle
different activities like advertising, promotions, marketing, sales, and public
33
relations. In such big firms, the role of a marketing manager and PR manager are
totally different.
Techniques for PR
34
Other promotional activities: - The other promotional activities such as Direct
Marketing Apart from Advertising, Sales promotion, Personal selling and
Publicity.
Direct Marketing
Nature and Scope of Direct Marketing
35
CHAPTER – IV
DATA ANALYSIS
This chapter deals with the Measurement and analysis about the effectiveness
of promotional mix which so far adopted by BAJAJ - MOTOR. And how much
it’s helpful in the terms of increasing sale because promotional activities by the
company and the dealer to acquired the local market. For the purpose of this
analysis in depth studying public attitudes towards which promotional tool is
attracted them to purchase a vehicle with this measurement a marketing
manager can allocate proper budget on the promotional activities for future
forecasting. The data divided into two sections:-
36
• Promotional mix consists of Advertising, Sales promotion, Personal
selling, and Publicity. In the questionnaire I have highlighted these four
aspects to measure near to accuracy.
37
Age wise distribution: Table – 1
As per age group, we Age wise distribution
concentrated more on
25 to 40 because they SL. Age No. of %
no Respondents
are the responsible
1. 20-29 24 48
employees, business 2. 30-39 20 40
3. 40-49 6 12
mans and needful of two
Total 50 100
wheelers for traveling.
The details of age wise
Fig.1
distribution presented in
table – 1.
Analysis &
Interpretation
38
Gender wise
distribution:
30 - 39 20
40 - 49 6
Analysis &
50 respondentsInterpretation
39
Occupational
Table – 2 composition:
Occupational
Gender wise
composition plays a vital
distribution
role in the context of
selecting a social class
SL. Gender No. of
to know which category
no Respondents
customer all about
1. Male 46 purchasing power of a
vehicle lies in their
2. Female 4
status. The occupational
Total 50 composition of the
respondents is
presented in table -3.
Fig – 2
40
respondents are Table – 3
Students. All the above
categories are essential Occupational
user of the product. composition
1. Business 15 30
2. Profession 12 24
3. Employees 08 16
4. Govt. 09 18
Employees
5. Students 06 12
Total 50 100
Fig. 3
Occupational composition
35 30
30
24
25
18
20 16
15 12
10
5
0
profession
Business
Employees
Employees
Students
Govt.
41
Rural / Urban wise compared to urban
distribution: people.
Analysis &
Interpretation
42
Table – 4
Rural/Urban wise
distribution
1. Urban 47
2. Rural 3
Total 50
Fig. 4
Rural 6%
Urban 94%
43
From the respondents an attempt is made to
ascertain the information regarding.
traveling.
b) Which brand?
d) Purchase details.
i) Repairing details.
k) Mileage details.
m) Advertising Effectiveness.
respondents.
in this section.
44
a) Prefer two – wheeler vehicle comforts for
traveling.
Table – 1
1. YES 49 98
2. NO 01 02
Total 50 100
Fig – 1
45
NO
2%
YES
98%
46
b) Which brand?
Table – 2
1. Yamaha 01 2
2. Bajaj 40 80
3. Hero Honda 04 8
4. Honda 02 4
5. TVS 03 6
Total 50 100
Fig – 2
80 80
60
40
20
8 4 6
1
0
Yam aha Bajaj Hero Honda TVS
Honda
Brands
47
of 80% but it is not an accuracy data because
almost selected respondent i.e., from Bajaj brand to
get appropriate data about the promotional
activities adopted by Bajaj. But to focus other
brands because how much extend it can promote
the products.
48
10 10 10
8 8 8 8
6
4 4
2 2
0 0
CT-100 PULSAR PLATINA- KRISTAL
125
Sub-brands
49
d) Purchase details.
50
Fig – 4
No. of respondents
60
48
40
20 16 16
12 8
0
2005 2006 2007 2008 2009
Years
51
e) Promoted to purchase Bajaj Brand
1. Low Price 03 6
2. Brand Image 34 68
3. Any offer 02 4
4. Fuel Efficiency 11 22
Total 50 100
Fig – 5
68
70
60
50
40
30 22
20
10 6 4
0
Low Price Brand Im age Any offer Fuel efficiency
52
that Bajaj having fuel efficiency product. And
remaining express about offers and low price.
Further, the data represent that Bajaj having its
own brand image.
53
f) Factor influenced to purchase
1. Self decision 07 14
2. Advertisement 34 68
3. Test-ride 02 04
4. Friends 04 08
5. Style 03 06
Total 50 100
Fig – 6
70 68
60
50
40
30
20 14
10 8 6
4
0
self Ad test ride friends style
decision
54
respondents around 14%. And the friends who
also know as reference group around 8% and
only few for the style and test-ride. Hence the
Bajaj advertising expenditure is not in category
ineffective.
55
g) Mode of purchase Bajaj two – wheeler.
1. By cash payment 23 46
2. Bank Loan 15 30
3. Hire Purchase system 12 24
Total 50 100
Fig – 7
50 46
40
30
30
24
20
10
0
Cash paym ent Bank Loan Hire Purchase
56
customers aggressive to purchase the vehicles
not worry about the cost even mode of purchase
which is not so difficulty to them.
57
h) Satisfaction in rendering service.
Fig – 8
NO 6
YES 94
58
Analysis & Interpretation: - According to the
data table – 8 and graph. It reveals that the
dealer and the service center of Bajaj are
providing their excellence duties and
responsibilities towards its customer the
satisfaction level is around 94%. So Anika Bajaj
will desire for the long term in market because
customer satisfaction also create another
customer to the organisation by their reference
and non satisfaction it may become threat to the
organisation.
59
i) Repairing details.
1. Zero 29 58
2. 1-3 20 40
3. 3-6 01 02
4. Above – 6 00 00
Total 50 100
Fig – 9
60 58
50
40
40
30
20
10
2 0
0
zero 1 to 3 3 to 6 Above 6
60
3 to 6. As per this respondents opinion the Bajaj
two wheelers are good in it efficiencies.
61
j) Feature of the vehicle.
Table – 10
1. Excellent 02 04
2. Technology 28 56
(stylish)
3. Power (pick up) 10 20
4. Fuel Efficiency 10 20
Total 50 100
Fig – 10
60 56
50
40
30
20 20
20
10 4
0
excellent stylish pick up fuel efficiency
62
excellent. As per this data analysis Bajaj two –
wheeler is stylish, good pick – up, fuel efficiency
and excellent features so promotional activities can
adopt easily.
63
k) Mileage details.
Table – 11
1. 40-45 KMPL 04 08
2. 45-55 KMPL 20 40
3. 55-65 KMPL 22 44
4. Above 65KMPL 04 08
Total 50 100
FIG – 11
50
44
40
40
30
20
10 8 8
0
40-45 45-55 55-65 ABOVE 65
64
respondents view that mileage is 45 to 55 KMPL.
And above 65KMPL around 8%. So the Bajaj two
– wheelers are having economical safe with good
mileages.
65
l) Sales Promotion Tools & Techniques.
30
26
25
22
20
15 14 14 14
10
6
5
2 2
0
Offers Exhibit Dem o Instal
66
-12 and graph 12. The data reveals that their a
chance of making sales promotion in a effective
manner such as people likes demonstrations 26%
and exhibitions (road stalls) 22% and other tools
offers, discounts, installment offers, gifts/prize off,
money refunds offer, and contests.
67
m) Advertising Effectiveness.
Table – 13A
1. Newspapers 40 80
2. Magazines 02 04
3. Trade Journals 07 14
4. Direct Mails 01 02
Total 50 100
Fig – 13A
68
80
80
60
40
20 14
4 2
0
New spaper Magazines Trade Direct Mails
Journals
69
Table – 13B
1. Radio 03 06
2. Television 42 84
3. Internet 03 06
4. Cinema 02 04
Total 50 100
Fig – 13B
100
84
80
60
40
20 6 6 4
0
Radio Television Internet cinem a
70
Table – 13C
1. Posters 10 20
2. Traveling Displays 30 60
3. Painted Signs 05 10
4. Electric Signs 05 10
Total 50 100
Fig – 13C
60
60
40
20
20
10 10
0
Posters Traveling painted Electric signs
71
n) Personal Selling Effectiveness.
Table – 14
1. Yes 10 20
2. No 06 12
3. Some times 34 68
Total 50 100
Fig – 14
68
70
60
50
40
30
20
20 12
10
0
Yes No Some tim es
72
o) Product and Service improvement –
opinion of respondents.
73
Analysis & Interpretation: - According to the data
the respondents strongly recommends that the
modification in the product and service for the
benefit of the company and society. Such as few
respondents expressed that modification regarding
color, model, and some features of the product
which is lacking in the existing models. And few
other respondents express that promotional activity
there is an opportunity in the district Warangal.
74
p) Cost of spare parts.
Table – 15
1. Very Costly 00 00
2. Costly 05 10
3. Reasonable 44 88
4. Very Reasonable 01 02
Total 50 100
Fig – 15
100 88
80
60
40
20 10
0 2
0
v.costly costly reasonable v.reasonable
75
that very reasonable. Further, the data analysis
interpret that the cost of spare parts of Bajaj two-
wheeler brand is nor high nor too low it is an
average cost which satisfy for every user of this
brand.
76
CHAPTER – V
Conclusion:-
3. Respondents who
feel comfort for traveling with two – wheeler also
mentioned to know the need is essential or non –
essential in the routine life. Generally in tier-1
cities lot of scope for four wheelers so that it has
mentioned.
77
4. Mainly the survey is
taken upon the existing customers of the Bajaj
but there is a need to know other negative
aspects for this purpose not entered in deep with
the other brands customer just with the nearest
relations respondents taken the data about their
perspective regarding Bajaj to know how much
extent they Bajaj two – wheeler has awareness in
the present market. Moreover 40% of the
respondents are selected Bajaj brand as their
owned and interest to it.
78
5. After knowing the
Bajaj as their owned brand then also gathered
information regarding which sub-brand of Bajaj
did they are using and response to all the sub-
brand is good but pulsar as more scope in the
market 20% around, where Discover, XCD,
Platina and other products also having slightly
equal position. And there is an opportunity for
stylish bikes so Bajaj Avenger can familiarity in
the Warangal market.
79
9. The mode of
purchase is likely by the respondents through
cash payment around 46% of the respondents
feel that if cash payment made then they can
reduce interest rates and risk regenerate. Bank
loan obtaining around 44% of the respondents
and down payment with Installment in hire
purchase system is adopted by 10%.
80
11. About product
advantage regarding times of repaired in one
year and other feature such as excellent,
technology style, power (pick up) and fuel
efficient in this respondents reveals that 40%
non-repaired and remaining says repairs as per
rarely in the year apart from servicing 56% of
respondents feels it is a technology stylish bike
and remain concentrated on fuel efficiency bike.
14. In advertising
respondents with strongly approach for Print
media: with news papers, Trade –journals,
Electronic media with Television Ad’s and other
radio internet & cinema. Outdoor media: they are
internet with traveling displays, posters, electric
signs, and hoardings.
81
15. In personal selling
respondents some times response to salesman
to known the advantage about the product, so
there is chance of personal selling promotional
activity to adopt in Warangal district.
82
Suggestions:
83
/Home shopping, door delivery, and Web
marketing part of E-commerce which deals
with less expenditure for promotion of the
product.
84
*ANIKA BAJAJ VEHCILES*
“EFFECTIVENESS OF PROMOTION
MIX”
QUESTIONNAIRE
1. Name:_________________________________
__
a) Yes b) No
85
ii) Support your choice
explanation_________________________________
___
__________________________________________
______________________
Dealer__________________________
Year_____________
Contd..2
86
7. Who/What influenced you purchase for the above
mentioned brand? [ ]
a) Yes b) No
10. How many times your motor cycle has been repaired
in one year? [ ]
87
13. In this list which one did you like?
[ ]
a) Offers e) Demonstration
(Test – drive)
b) Discount, Price-off f) Money refund
offer / Exchange Schemes
c) Exhibitions (Road stalls) g) Installment
offers
d) Gifts/ Prize coupons h) Contests
Contd…3
88
14. Which media you will prefer to Enquiry / known
about the product? [ ]
Print Media Electronic Media Outdoor
Media
a) Newspapers a) Radio a)
Posters
b) Magazines b) Television b)
Traveling Displays
c) Trade Journals c) Internet c)
Painted signs
d) Direct Mails d) Cinema d)
Electric Signs
__________________________________________
__________________________________________
__________________________________________
__________________________________________
_________________
89
Thank you…
90
BIBILOGRAPHY
1) Company profile:-
Website:-
http:// www.bajajauto.com
2) Theoretical
Aspects:-
Marketing Management –
V.S.RAMASWAMY & S. NAMAKUMARI
91