Market Analysis of Bajaj

Auto Limited

Group Members:

• Amit Kumar (R.No: 5)

• Mohit Menghani (R.No:
24)
• Mukesh
Kumar(R.No:25 )
• Pradeep Tirkey (R.No:
33)
 Overview….
• Introduction to Bajaj.
• Product Portfolio. BCG Matrix.
• Analysis of Bajaj Autos SWOT Analysis.
• Current Position in Market.
Porters 5 Force
• Marketing Strategy. Model.

• Branding….Bajaj.
• The Road Ahead for Bajaj.
 The Journey So far….
 Founded in 1926 by JAMNALAL BAJAJ.
Bajaj Auto started its operations in 1945, as in importer of two and
three wheelers.
BUSINESS:
Currently it is ranked as the world's fourth largest two- and three-
wheeler manufacturer and is well-known across several countries in
the world.
PARTERSHIP:
Bajaj Auto has a technical tie-up with Kawasaki Heavy Industries
of Japan to produce a range of the latest, state-of-art two-wheelers
in India.
LOCATION:
Bajaj Auto has f our plants at Akurdi , Waluj, Chakan & Sidcul.
 Product Portfolio

Our Product
Bajaj Pulsar 150 DTSi.  Bajaj Sunny.
Bajaj Discover.  Bajaj Chetak.
Bajaj Avenger.  Bajaj Cub.
Bajaj Platina.  Bajaj Super.
Bajaj Kawasaki KB 100  Bajaj Wave.
RTZ.  Bajaj Legend.
Bajaj Boxer.  Bajaj Bravo.
Bajaj Caliber.
Bajaj Pulsar 220 DTS-Fi.
Bajaj Krystal.
Bajaj Pulsar 180 DTSi. Bajaj Blade
 UPCOMMING Bajaj Sonic
 The Boston Consulting Group (BCG)
Matrix Generate
Generate
Considerab
Strong
le
Cash Flow
Income

Have
Generate
Potential
Little
To become
Profits
Stars or
Cash-Cows
 STRENGTH
Highly Experienced
Management .
Extensive R&D Focus.
Legacy of brand name.
Widespread distribution
network.
Great Finance Support
Network.
Product Design & development
Capabilities.
OPPORTUNITIES
The growing gearless
trendy scooters and
scooterette market.
 Can use the existing R&D
capabilities for new models.
Can invest and grow the life
style segments.
WEAKNESS
 Has no established brand to pose
a Threat to Hero Honda in
commuter Segment.
Hasn't employed the excess cash
for long.
Centralized paternalistic
management style
Not a well established global brand
in spite
of huge volumes.
THREATS
The competition catches-up
with any new innovation in no
time.
Margin squeezes from all the
directions.
Tough competition faced by
foreign as well as domestic
players.
Porter’s 5 Forces Model

CONSUMERS ARE
ADVENT OF BIKES BECOMING
AND DEMAND OF DEMANDING IN
PERSONAL TERMS OF CHOICE
MOBILITY
CURRENT MARKET SHARE
Marketing
Strategy

Segmentation
Segmentation

Targeting
Targeting

Positioning
Positioning
Market
Segmentation
Before “Pulsar” bajaj was just known for its scooter
•
as its various attempts failed to pose a threat to the
Hero Honda’s Supremacy.
• But bajaj strategically placed Pulsar in the market
against the CBZ-the 150cc segment.
• Pulsar proved to be a land mark in reviving the fate
and position of bajaj…thereby posing a threat to
Hero Honda’s rule in Indian Market.
• USP of Pulsar wasn’t its Performance but its
advertising, targeting & positioning.
 Targeting
• Bajaj did all the right moves by targeting
Social
Social
the youth and “He-bike” and making
Change
Change
“Pulsar” an inseparable attribute to
Demographics
Demographics
Males.
Economic
Pulsar
•Product
Product was bajaj’s
Physical / 1
Natural
st
Bike without Economic
Conditions
Conditions
Distribution
Kawasaki label on it.
Distribution
Promotion
Promotion
Price
Price
• Although the bike take the persona of
Competition
Competition
Macho bikes but its orientation
Target was more
Market
towards being “sexy”. Political
Political&&
Legal
LegalFactors
Factors
• It also associated Technology itself with other players
Technology
thatEnvironmental
tapped the same segment to
Scanning
increase its brand recognition. 12
Positioning
 Branding………Bajaj!
Website “The Permanent Branding tool” www.bajajauto.com
Advertising ….
Evolution of Brand BAJAJ….
Taglines:

Brand
Refurbish
 Brand
Association:
MTV BAJAJ Pulsar Stunt Mania:
A biking stunt television show.

BUT To Associate
WHY? with youth
? more
Comprehensi
vely…as MTV-
is Youth
Centric.
 The The
RoadRoad Ahead….
Ahead….
Choose a Brand Ambassador which
could provide the face to the Brand.

Come up with Innovative Brands so as

to move up the ladderFor
and occupy a
larger market share.

Re-position the not so successful

brands and inculcate appropriate
Bajaj
advancements in it.

Learn from failures and bring