bajaj auto by amritraj d bangera

7/28/2019 Bajaj Auto by Amritraj D Bangera

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IntroductionIntroduction

Bajaj Auto is a major India Automobile manufacturer. It is India's largest

and the world's 4th largest two- and three-wheeler maker. It is based in

Pune, Maharashtra, with plants in Akurdi and Chakan (near Pune), Waluj

and Patnagar in Uttaranchal. Bajaj Auto makes and exports motor scooters,

motorcycles and the auto rickshaw.

Over the last decade, the company has successfully changed its image from

a scooter manufacturer to a two wheeler (Motorbike) manufacturer. Its

product range encompasses scooters and Motorcycles. Its real growth in

numbers has come in the last four years after successful introduction of a

few models in the motorcycle segment.


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Key playersinthe IndianKey playersinthe Indian

auto

industr

yauto

industr

y -- Two

wh

eelers

Two

wh

eelers

The largest 2 wheeler manufacturer in the world and 1st in

India

The 2nd largest 2- wheeler manufacturer in India.

The third largest 2 wheeler manufacturer in India.

Has recently entered the Indian market through its directsubsidiary ( in addition to its JV Hero Honda)

Has recently entered the Indian market through its direct

subsidiary.


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HISTORYHISTORY


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FounderFounder

Founded in 1926 by Jamnalal Bajaj.

At the height of India's movement for

independence from the British, the group

has an illustrious history.

His son, Kamalnayan Bajaj, then 27, took

over the reins of business in 1942.

SriSri J mn l lJ mn l l B j jB j j


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SuccessorSuccessor

Bajaj Auto came into existence on

November 29, 1945 as M/s Bachraj

Trading Corporation Private Limited.

It was only after Independence in

1947, that he was able to give his full

attention to the business.

Kamalnayan Bajaj not only

consolidated the group, but also

diversified into various manufacturing

activities

SriSri m ln nm ln n B j jB j j


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Present LeaderPresent Leader

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.46.16

billion (USD 936 million).

Its product portfolio has expanded from

one to many and the brand has found a

global market.SriSri RahulRahul ajajajaj


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PRODUCTPRODUCT


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Timeline ofProductTimeline ofProduct

1960-1970 - Vespa 150

1971 - three-wheeler goods carrier

1972 - Bajaj Chetak

1976 - Bajaj Super

1977 - Bajaj Priya

1981 - Bajaj M-50

1986 - Bajaj M-80, Kawasaki Bajaj

KB100, Kawasaki Bajaj kb135,

1990 - Bajaj Sunny

1991 - Kawasaki Bajaj 4S Champion

1994 - Bajaj Classic

1995 - Bajaj Super Excel

1997 - Kawasaki Bajaj Boxer

1998 - Kawasaki Bajaj Caliber, Bajaj

Legend, India's first four-stroke scooter,

Bajaj Spirit, Pulsar 180 DTS-i UG IV,

Bajaj Pulsar 220 DTS-i, Bajaj Discover

100 DTS-Si

2000 - Bajaj Saffire

2001 - Eliminator, Bajaj Pulsar

2003 - Caliber115, Bajaj Wind 125, Bajaj

Pulsar

2004 - Bajaj CT 100, New Bajaj Chetak 4-

stroke with Wonder Gear, Bajaj DiscoverDTS-i

2005 - Bajaj Wave, Bajaj Avenger, Bajaj

Discover

2006 - Bajaj Platina

2007 - Bajaj Pulsar-200 (Oil Cooled),

Bajaj Kristal, Bajaj Pulsar 220 DTS-Fi(Fuel Injection) , XCD 125 DTS-Si

2008 - Bajaj Discover 135 DTS-i - sport

(Upgrade of existing 135cc model)

2009 - Bajaj Pulsar 135, Bajaj XCD

135 cc , Bajaj Pulsar 150 DTS-i UG IV,

Bajaj


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Bajaj VespaBajaj Vespa

Piaggio first licensed the

production of Vespa

scooters in India to Bajaj

Auto in the 1960s.

In 1971, Piaggio's license

was not renewed as a part of

Indira Gandhi's privatization

programs.


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BajajBajaj ChetakChetak

After the collaboration ended,

Bajaj continued to produce

scooters of its own design, namely

the Chetak, using design and

engineering cues it had gleanedfrom the earlier affiliation.

The Bajaj Chetak was a popular

Indian-made motor scooter

produced by the Bajaj Auto

company.

The Chetak is named after

Chetak, the legendary horse of

Indian warrior Rana Pratap Singh.


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PresentProductPortfolioPresentProductPortfolio

Two Wheelers

Low price segment

Platina 100cc &

125 cc DTSi

Kristal DTSi

Mid price segment

XCD 135 cc DTSi

Discover 100cc

& 135 cc DTSi

Performance

Pulsar 135, 150, 180,

200 & 220 ccDTSi

Avenger 200

DTSi


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Bajaj Pulsar 220Bajaj Pulsar 220

The Bajaj has claimed its

Pulsar 220 as the Fastest

Indian.

The new 220 has improvedon power from 20BHP to

21BHP.

The Engine is tuned to give

an improvement in the top

speed, which is now

144KMPH.


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Bajaj DiscoverBajaj Discover

A 100cc version waslaunched in 2009 with a dts-si engine.

The bike returns 89 kmpl

and has sold 5 lakh units in200 days since its launch.

After the success of thediscover 100,Bajaj launcheda 150cc version for Rs.46000 and stopped

production of the 135ccvariant


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Bajaj AvengerBajaj Avenger

The Avenger features amodified engine of Pulsar200, delivering 0.5 bhp

power and 0.4 kgfm (4Nm) torque less than thePulsar.

The bike has a top speed of114 km/h and does the 060 km/h in 5.18 seconds and0-100 km/h in 20.03

seconds. On July 26, 2010, Bajaj

Launched the 220cc versionof Bajaj Avenger.


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BajajBajaj PlatinaPlatina

The engine of Platina is

from another 100 cc bike

from Bajaj, the Bajaj CT

100.

The bike is capable of a top

speed of around 91 km/h

and does 060 km/h in 8.5

seconds.

In city traffic the bikereturns 62 kmpl.


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Bajaj XCDBajaj XCD

Bajaj has claimed that withthe digital twin spark swirlinduction technology.

The bike is capable of

giving a mileage of 109kmpl, but at least one thirdparty reviews report ahighway mileage of around82 kmpl, with city mileage

being 64 kmpl.

The bike has a top speed ofaround 94 km/h and does 0-60 km/h in around 8seconds.


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Bajaj Pulsar 135Bajaj Pulsar 135

Bajaj Auto is now taking

Pulsar to the executive

segment with a 135 cc

variant.

The company is already the

market leader in this

segment with 38 per cent

share with Discover and

XCD. Pulsar 135 LS is expected to

cement its position further

in this category.


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Bajaj KristalBajaj Kristal

The Bajaj Kristal is a

scooterette produced and

sold in India.

This is again anotherscooterette from Bajaj Auto.

Engine capacity of 95 cc

Top speed 70 km/h (43

mph)


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PRICEPRICE


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Top selling segmentTop selling segment


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Price listPrice list


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SSales Dataales Data

Dom

estic

Dom

estic M

arke

tMa

rke

t

Discover & Platina

48%

Pulsar 28%

3 Wheeler

16%

Others 8%


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PLACEPLACE


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Global and NationalGlobal and National

Bajaj has distribution channel in over 50 countries all over theglobe and across India.

Dominant presence in Africa and Latin America withincreasing market share every year.

Market leader in 2 wheelers in Sri Lanka, Bangladesh,Colombia and Central America.

772,519 units exported in 2008-09, an increase of over 25%over the previous year.


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Global and NationalGlobal and National

Bajaj Auto has extensive network of Two wheelers, three

wheelers and service centre across India.

Bajaj Auto also has Bajaj Probiking showrooms for high end

bikes.

Largest exporter of three wheelers in the world: 139,056 units

exported in 2008-09.


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SS--TT--PP

Segmentation: Two base models are segmented for rural partof India. High end models are segmented for urban part ofIndia.

Targeting: Bajaj targets youth in the urban part with theperformance bikes like Pulsar, XCD and Avenger, while withDiscover and Platina Bajaj Auto aims to target youths in therural India.

Positioning: Bajaj auto has positioned itself as the maker offuel efficient performance bikes which no other two wheelermakers offer.


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PROMOTIONPROMOTION


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PromotionthroughPromotionthrough

shows and eventshows and event

Bajaj uses all media channels like print, electronicoutdoor for promotion.

Public Relation activities:

Stunt & music shows

Biking trips


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DifferentmediaDifferentmedia

Different media used by Bajaj auto for advertising

Print

Radio

TV Outdoor

Internet

Sales promotion techniques

Offers free insurance

Easy loans with low down payment

Exchange with old two- wheelers


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IMAGE & BRANDIMAGE & BRAND


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2004

2007

The TransitionThe Transition

Hamara Bajaj


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NEW PRODUCTNEW PRODUCT


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BAJAJ ULCBAJAJ ULC

New-to-the-worldproducts

New product lines

Additions to existingproduct lines

Improvements andrevisions of existing

products Repositioning

Cost reductions


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HighlightHighlight

Bajaj is building this car with Renault and Nissan Motor.

Expected fuel efficiency of the Bajaj Lite is 30 kmpl. That is

higher than the rumoured fuel efficiency of the Tata small carwhich is 25 kmpl.

Tata small car is worth Rs 1.25 lakhs - when it is out on the

streets.

The Bajaj Lite concept will offer a petrol and a diesel engine.


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HighlightHighlight

According to Baja Auto, the car will have a transmission

which is unique in that it won't be an automatic transmission

or a geared vehicle but something in between.

Discussions are going on with Renault for mass production of

the Bajaj car.

The price which Renault is targeting for the small car is $

3000, which translates to Rs.1,17,000 at current exchange

rates. But this is just a figure - production costs and exchange

rates both could change massively by the time the car is ready

for production.


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SWOT AnalysisSWOT Analysis

First car fromBAJAJ

No previous reports

Company rival

Not sure to hit inrural and semi-urban areas

Large market forselling

Awareness in themarket

First car inreasonable price

Can hit in globalmarket

Brand name BAJAJ

Cost price low

Fuel efficient

Safe

STRENGTHSTRENGTH OPPORTUNITIESOPPORTUNITIES

WEAKNESSWEAKNESSTHREATSTHREATS


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AWARDSAWARDS


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AwardsAwards

Bajaj Pulsar DTS-Fi - Bike of the Year 2007 CNBC-

TV18 Autocar Auto Awards

Bajaj Platina 100cc - Bike of the Year2007 NDTV

Profit Bike India

Mr. Rajiv Bajaj - Man of the year 2005 2005 Autocar

Professional

Mr. Rajiv Bajaj - Automotive Man of the year 2005Bike India & NDTV India

Bikemaker of the Year 2006-07 Overdrive Awards


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AwardsAwards

Bike Manufacturer of the Year 2006-07 NDTV Profit

Bike India

In 2006-07, Chakan Plant Super Platinum Award for

Manufacturing Excellence by Frost and Sullivan.

Jindal Stainless Innovation Award in 2004.

BW-NID Design Excellence Award. Bajaj Auto

Website bagged the Best Digital Media DesignAwards - 2004.

The Economic times with Avaya Global Connect has

instituted the Customers Responsiveness Award -

2005


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bajaj auto by amritraj d bangera

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