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Marketing Topic- Bajaj scooty

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Index1. Acknowledgement.....................................

2. Table of content......................................

3. Abstract.....................................................

4. Introduction................................................

5. Recommendations.......................................

6. Annexure.......................................................

7. Bibliography................................................

1. Acknowledgement

This term paper is dedicated to my teachers, my parents and my friends

Who helped me complete this term paper? I tried my best levels to

Elaborate on the topic with relative to the examples and attachments.

I pay vote of thanks to the people who helped me to understand the

Quality and trust in the organization.

I am thankful to the gratitude for all those sources who managed me to

Collect the information and data.

Table of content page no: 2

1. INTRODUCTION2. Background of Bajaj auto3. Modal of Bajaj scooty

4. Business overview5. Segmentation of Bajaj scooty

6. Promotion7. Swot analysis8. Different types marketing strategy9. Annexure

10. RERENCES

INTRODUCTION

Bajaj auto is a major Indian automobile manufacturer. It is India’s largest and the worlds 4th two and three- wheeler market. It is based in Maharashtra with plants in Ankurdi and Chaka (Pune). Over the last decade the company has successfully changed its image from a scooter manufacturer to a two wheeler manufacturer. Its product range encompasses scooterettes scooters and motorcycles. Its real growth in number has come in the last four years after successful introduction of a few models in the motorcycle segment.

Bajaj Auto came into existence on Nov.29, 1945 as M/S Bactra Trading Corporation Private Limited. It started off by selling imported two and three wheelers in India. In 1959 it obtained licence from the Govt. Of India to manufacture two and three wheelers and went public in 1960.In 1970 he rolled out its 100,000 vehicle. In 1977 he managed to product and sells 100,000 vehicles in a single financial year. In 1985 he started producing at Waluj in Aurangabad. In 1986 he managed to produce and sell 500,000 vehicles in a single financial year. In 1995 he rolled out its ten millionth vehicles and produced and sold 1 million vehicles in a year.

Bajaj has grown operations in 50 countries by creating a line of value for money bikes targeted to the different preferences of entry level buyer. The Bajaj group is amongst the 10 business in India. His footprint stretches over a wide range of industries, spanning automobiles, home appliances, lighting, iron and steel, insurance, travel and finance. The Bajaj brand is well-known across several countries in Latin America, Africa, Middle East, and South East Asia.

Bajaj Company founded in 1926 in the high of India’s movement for independence from the British. The group has an illustrious history. The integrity, dedication, resourcefulness and determination to succeed which are characteristic of the group today are often traced back to its birth during that day of relentless devotion to a common cause. Jamnalal Bajaj founder of the group was a close confidant and disciple of Mahatma Gandhi. In fact Gandhi had adopted him as his son. This close relationship and his deep involvement in the independence movement didn’t leave Jamnalal Bajaj with much time to spend on his newel launched business venture.

His son kamalyana Bajaj then 27 year old took over the reins of business in 1942. He was close to Gandhi ji after independence. Then he was able to give his full attention to the business. The Present chairman of Bajaj group Rahall Bajaj got charge of the business in 1965. Under Rahall Bajaj leadership the turnover of Bajaj auto has gone up from Rs72million to 46.16billion.His product portfolios his expanded from one to distinguished business leader and internationally respected for his business acumen and entrepreneurial spirit. Bajaj auto Ltd. Are one of the oldest and the biggest manufacturer of automobile in India .He has been the market leader in scooter in 1990. Hero Honda and TVS Suzuki tied with foreign major to bring in the latest in terms of aesthetics and technology and Bajaj failed to gauge the changing tastes of consumer. After 1990the market was shifted scooter to motorcycles. Bajaj fond his self at a loss here as this was largely a UN chartered territory.

Background of Bajaj auto:-

Allianz AG to underwrite Insurance in all segments of the Indian market viz. General and Life

The Bajaj Group was founded by Jamnalal Bajaj. Bajaj Auto is in present India's largest two and three-wheeler manufacturer and one of the biggest in the world. It is the only company show in all the segments of the 2-wheeler market. Bajaj Auto Limited popular its operations as importing agent for Vesper scooters of DiMaggio in 1948. In 1961 Bajaj auto ltd. Started technical collaboration agreement with DiMaggio to manufacture scooters and three wheelers. He does not exist right now. Other technical collaborators of Bajaj Auto are Kawasaki of Japan, Kubota, Tokyo R&D of Japan France and Italy. Currently Bajaj Auto Ltd. entered into a joint venture.

Model of Bajaj scooty:

1. Bajaj wave dots-I:

He have 1000cc, 4stocke engines delivers power of 8bph (5.88) and torque0.9kgm.Its aerodynamic, seek body structure with dual tone and colour is appropriate for modern age. Its body weight is too low. Due to this structure this sooty get pickup anywhere or turned in any road condition.

Its seating arrangement is very computable along with ample age room and bigger luggage space are really very user friendly. This comfort statement further is attached with low saddle height and seat width in front low pillion seat height along with dual pillion footrest etc. Highly advanced DTS-I engine with exhaust TEC its results is good for performance and greater pick up

COLOUR OF WAVE DTS-

Blacked Metallic Moonstone Beige Midnight Purple

Bajaj Kristal DTS I scoot:-

Bajaj auto launched the Bajaj Kristal DTS-i. This is a new scooty the young customer. The four stock Bajaj Kristal is unguarded and boast a 95-cc engine. Firstly the price of Bajaj Kristal has been set RS 35714 in channi.

Bajaj auto targeted the young age of people 16-24with his new product of scooty Kristal. The Kristal comes with patented DTS-i technology. Same that likes the pulsar. Bajaj auto was hoping to sell at least 10,000 Kristal scooty every month. The Bajaj Kristal make the two- wheeler markers come back to the scooter segment which it had left some time back.

Bajaj company claims that Bajaj Kristal is fulfil with exhausted technology for great pick up and less pollution. Bajaj has set his target the student when launch the Kristal. The scooty also available in red, black, blue, and silver colour. The unguarded sooty segment makes for just 10% in the two- wheeler market .Bajaj is targeting the bottom of the pyramid with Kristal scooty.

Almost 85%of the two-wheeler sales take place in the motorcycle market which is led by Hero Honda. Bajaj is also is number 2 in these market. This is a big day for Bajaj when Bajaj was known as a scooter market. The company has undergone a drastic product and branding Rahul to be reborn as a bike maker.

Business Overview:-

Bajaj Auto operates in all the segments of the two and three wheelers industry. As % breakup of revenues in FY 2000, 39% he was earned sale of scooters, 22% motorcycles, 7% via step-thus 23% thought from three wheelers and 3.4% from mopeds. The company is major paler in the 3-wheeler market with almost 81% market share in the year 2000.

The focus of Bajaj Auto was in the two wheelers market. But of late due to decline in the scooters volume due to shift in customer preferences .SO the company has been shifting his focus towards the other high level segments in the two wheelers. The business mix of Bajaj is

constantly changing his line with the changing trends in the two-wheeler market. Now Bajaj auto is looking towards the motorcycles segment he is expected to witness high growth rates in the future. It is full trying to cope with the new trends.

Some time before the company had launched four stroke scooters and step like Sunny but he was failure in the market compared to the other models of deferent company scooterettes of competitors like TVS Suzuki. Also they are concerns regarding the business model of Bajaj. The low pricing model of Bajaj is not auguring well in the new growth segments it is entering into. The revenue from the high price scooters is showing a steady decline. Bajaj auto aggressively priced models in the motorcycles segment are not faring well against the model of Hero Hondas.

The positioning of Bajaj auto has been value for money for his products. The company has made a plan to use this platform for the future products to cater to the cost conscious segment. Bajaj auto ltd. Scooters was customary positioned as rugged family vehicles and better value for money. Bajaj auto ltd. scooters is leveraging on the features of low maintenance cost and good resale value.

The unfavourable sales mix was shift in the consumer preferences from scooters to motorcycles. Bajaj Auto is tackling the growing competition and shifted the consumer preferences. Bajaj is entering aggressively into the motorcycles segment to improve his top level growth. In a bid to sustain and expand market share. Bajaj is increasing his ad spend recent years apart from offering attractive discounts and incentive schemes to raise sales.

Segmentation of Bajaj scooty:-

Geographic segmentation-The major markets in India for two wheeler across all segment is constituted by the northern and western region.

2. In terms of weight age the largest sales come from North and West .This will be our major target segment region (i.e.) UP. MP, Punjab, Delhi, HP and Bihar

PROMOTION of Bajaj Scooty:-

PUSH PROMOTION STRATREGY: - It involves getting the retailer dealer vouch for your product by giving them large profit margin and giving them incentives for the number of sale of your product that are manned from their shops and showroom.

PULL PROMOTION STRATEGY: - It involves promoting your product on a very large scale and making it visible on the market, thus raising the customer curiosity about the product and hence inducing them to buy it.

ROAD SHOW: - The Company plans to stage road show to display vehicle in the pavilions during various college festival like Mahler, Space, Indigo, Bhavans etc.

TELEVISION ADVERTISMENT: - Advertisement to promote and market our product will be shown on leading television channel, major music and sports channel will be promotes. They will reach out to the young while our Bajaj scooty meant especially for riders will be promoted through Zee star, Sony and DD1etc.

SWOT ANALYSIS OF BAJAJ SCOOTY

STRENGTH:-

Fixed capital cost of ownership Minimum recurring expenses Convenience to use Instant appeal to young fraternity in terms of design

Maintenance free and low wear and tear Pollution free – noise and air Contributing to national objective and savings

OPPORTUINITY:-

Light weight plastic grid battery will have an international market Export potential Light weight plastic grid battery will have an international market.

WEAKNESS:-

Pick up is not better Small fuel tank

Threats:-Reaction or competition from existing manufactures of two wheelers

PRICE BASED MARKETING STRATEGY:-

Bajaj Auto Limited will be introducing Bajaj designed exclusively for students females, veterans and disabled, discounts will be given to the buyers on cash purchases.

POROMOTION BASED MARKETING STRATEGY:-

To derive success in automobile two-wheelers segment it is important have a good promotion strategy and after sales service channel.

Would promote throughout live demo at schools and colleges in small cities, hoardings and newspaper ads, F.M radio etc.

MARKETING STRATEGY

The concept is to make the product different from those of its competitor when we look at the Indian two-wheelers market we see that the leader Hero Honda has constantly maintained its market leadership by constantly differentiating on the basis of newer products, newer slogan like “Jet Set Go”

Coming up with line extensions with regular frequency the only alternative for Bajaj Ltd to survive in this industry will be to differentiate itself

This differentiation could be on the basis of the marketing mix. Thus as per the different factors of marketing mix four different strategies are made to market in the developing city in India.

BUSINESS STRATEGY:-

Baja Auto business strategy will include the determination of the most beneficial product market in term of establishing itself in the new product segment.

The most important factor for the success of Bajaj Auto Ltd. Brand is the perception of the consumer and to what extent it can build a positive image in the consumer mind.

The intensity of the business environment the sustainable competitive of a quality product will give it a strong base to build the market.

It is important for us to adopt a different strategy for the Indian market since it is

composed of quality buyers as well as those who will buy for their family. Thus we shall introduce some new strategy so as to establish you in the Indian market and develop a Strong customer base.

1. Light weight safe and reliable to drive.

2. Pollution noise free two-wheeler.

3. Comfortable seating arrangement.

4. Replacement life is about two years.

Thus Bajaj scooty has its target group as the youngsters as well as the middle aged people. It will also be provided in new funky colours and styles which are specially meant for youngsters as now Indian youngsters are shifting towards western culture.

Model of Bajaj auto in two wheeler:-    

Motor cycles: Bajaj CT-100 Bajaj Wind 125

Bajaj Discover Bajaj Pulsar DTS-i

Bajaj Avenger Bajaj Patina

Bajaj Pulsar 220 DTS F-i Bajaj XCD125

Kawasaki Bajaj Calibre DTS-i    

TARGET MARKET :

Bajaj scooty is specially designed for the student and female customer group age between 15-30 years due to the following features.

* Scooters: Bajaj Chetek Bajaj Wave

Bajaj Kristal DTS-i    

Problem of Bajaj Kristal DTS-i :

The main problem of Bajaj Kristal scooty is starting problem. His self starter and kick start will not working properly. His takeover service 4and 5 times since 6 month only because of starting problem. They never corrected. Sometimes Bajaj scooty will start battery leak and sometimes air lock. His break was not working in speed. Hand bar is also loose. Nobody is responding properly. So nobody take and show response for Bajaj Kristal dtsi.

REFERANCE