bajaj auto mba porject report prince dudhatra

8/6/2019 BAJAJ AUTO MBA Porject Report Prince Dudhatra

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An Industrial visit report

On

BAJAJ AUTO LTDOnMarketing mix.


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DECLARATION

I undersigned Mr. the student of Third Year B.B.A. herebydeclare that the project work presented in this report is my ownwork and has been carried out by the Guidance of

This work has not been submitted to any other University onany other Examination.

Date:Place:

Signature


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ACKNOWLEDGEMENT

It is really a pleasure for me to prepare a report at this stage,it is my sincere they to thank all those who helped me directly orindirectly during my training process.

First of all I would specially like to thanks ourLr.Nirav.S.Joshi for my training in Rajarshi Auto Deals Pvt. toknow about Marketing Strategies of Bajaj Auto Ltd.

After I would like to thank Executive to Rajarshi Auto Deals

Pvt. Ltd. Rajkot, for granting me permission for my practicaltraining. I am very thankful to Mr. Shwetal head of servicedepartment for his valuable guidance, co-operation and sparing hisvaluable time also.

At last but not lease I like to thanks my friends & familymembers for their encouragement during the training period.


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PREFACE

Industrial activity plays an important role in overall economicdevelopment of the developing country like India. Industrial Visitis a part of practical training contained in B.B.A. course.

B.B.A. is a special course of management, where themanagement knowledge is given during the year and which is morerelated with the practicability of it in the managerial field.

So, I am very please to get a chance to visit Rajarshi AutoDeals Pvt. Ltd. and made the report on new marketing strategies ofBajaj Auto Ltd.


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THE COMPANY

The Bajaj Group can into existence during the turmoil and the

heady euphoria of Indias freedom struggle. Jamanlal Bajaj,founder of the Bajaj Group, was a confidante and disciple ofMahatma Gandhi, and was deeply involved in the effort forfreedom. The integrity, dedication, resourcefulness anddetermination to succeed which are characteristic of the companytoday, are often traced back to its birth during those long days ofrelentless devotion to a common cause.

Kamalnayan, the eldest son of Jamanlal Bajaj, succeededhis father in 1942, at the age of twenty-seven. Putting the Nation

before business, he devoted himself to the latter only after Indiaachieved independence in 1947. But when he did so, he put hisheart and soul into it. Within a short while, he not onlyconsolidated the Group, but also diversified into variousmanufacturing activities, elevating the Group to the status it enjoystill this day.

Rahul Bajaj today heads the Group. He has been the chiefExecutive Officer of Bajaj since 1968 and is recognised as one ofthe most outstanding business leaders in India. As dynamic andambitious as his illustrious predecessors, he has been recognisedand international forums.

Bajaj is currently Indias largest two and three-wheeler

manufacturer and one of the biggest in the world. Bajaj has longleft behind its annual turnover of Rs. 72 million (1968), tocurrently register an impressive figure of Rs. 42.16 billion (US$936 million).


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Management Profile

Bajaj Auto Ltd. is ably managed by a team of seasoned professionals:

Rahul Bajaj Managing Director J. Sridhar Company Secretary

R. A. Jain Executive Director

Madhur Bajaj Vice Chairman

D. S. Mehta Wholetime Director

Rajiv Bajaj President

Sanjiv Bajaj Vice President (Finance)

Ranjit Gupta Vice President (Insurance)

N. H. Hingorani Vice President (Materials)

P. B. Menon Vice President (Projects)R. L. Ravichandran Vice President (Business Development & Marketing)

C. P. Tripathi Vice President (Waluj)

Niladri Banerjee General Manager (Corporate Affairs), Delhi

Ramesh Bhargava General Manager (International marketing)

K. P. Chander General Manager (Machine Tool Division), Waluj

Kevin DSa General Manager (Finance)

R. V. Govind General Manager (Product Engineering)

Arvind Gupta General Manager (Manufacturing Engineering)

R. S. Gupta General Manager (Motorcycle Project Team), WalujN. V. Iyer General Manager (Engineering Support)

Anil G. Khopkar General Manager (Management Information Service)

G. B. Laddha General Manager (Finance)

Shrikant Marathe General Manager (R & D)

N. G. Maengane General Manager (Motorcycle Division), Waluj

K. P. Nair General Manager (Quality Assurance)

C. K. Rao General Manager (Marketing Three Wheelers)

V. M. Rao General Manager (Akurdi)

P. K. Rath General Manager (Chakan)S. R. Rage General Manager (Maharashtra Scooters Ltd.)

D.K. Sharma General Manager (Production), Akurdi


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HISTORY, GROWTH & DEVELOPMENT OF

RAJARSHI AUTO DEALS PVT. LTD.

The foundation of Rajarshi Auto Deals Pvt. Ltd. was in 1998in Rajkot. The Rajarshi Auto Deals Pvt. Ltd. is a partnership firm.The main partners are

1. Mr. Vipulbhai Kothari.2. Mr. Shieetalbhai Kothari.3. Mr. Jeetubhai Patel.4. Mr. Ajitsinh Jadeja.

Rajarshi Auto Deals Pvt. Ltd. was started in 1998 with 3crore Rs. of investment approximately. Now Rajarshi Auto DealsPvt. Ltd. value and goodwill is increase.

As a dealer of Bajaj Auto Ltd. Rajarshi Auto Deals Pvt. Ltd.has been working in Rajkot science four year with good selling

performance.

History is the main principle of Rajarshi Auto Deals Pvt.Ltd. and they dont charge even a single rupee more than with theliking and performance of the customer.

Today the Bajaj Auto Ltd. offer a unbeatable range ofmotorcycles to suit possible need of customer by featuring thelatest technology of manufacturers of the highest quality standard.

The Rajarshi Auto Deals Pvt. Ltd. believes in discipline,faith hardwork, success, and Rajarshi Auto Deals Pvt. Ltd.already proved their believer.


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PROJECT AT A GLANCE

Name of the Unit : Rajarshi Auto Deals Pvt. Ltd.

Address of the Unit : Rajarshi Auto Deals Pvt. Ltd.Phone No : (0281) 374496, 375730, 375731

Registered Office : Rajarshi Auto Deals Pvt. Ltd., Nr.Malaviya College

Name of the ManagingDirector

: Vipulbhai Kothari

Name of MarketingManager

: Chandrakant R.

Name of the Finance

Manager

: Tarvlata Makwana

Form of Organization : Dealership

Years of Establishment : 1998

Nature of Project : Consumer Durable

Dealership of : Bajaj Auto Ltd.

Head Office : Bajaj Auto Ltd., Akurdi, Pune,Maharashtra, India.Ph.: 7472851Fax: 7407392


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INTRODUCTION

Marketing mix is the bridge that diminishes the gap between

the product and consumes without marketing all productionactivities would be fulfill. Therefore more production is notenough. It is equally important to make the consumer aware of thegoods produced. After the consumer importance to distribute thegoods to all prospective consumers. But the marketing activities donot here. The view and ideas of the consumers are taken into andthe product is to be changed according to the consumers needs.Thus the sum total of all the activities undertaken to satisfy the

consumers wants and demands constitutes the activities ofmarketing.

Marketing is comprehensive firm and it includes all resourcesand a set of activities necessary to direct and facilities to direct theflow of goods and services from product to utility consumer in the

process of distributing. In other words marketing comprises of allthe activities involved in the determination and satisfaction of

consumer needs at a profit. Thus marketing encompasses allactivities of exchange conducted by producers and middleman incommerce for the purpose of satisfying consumer demand.

In marketing planning, marketing information is used toassess the situation specific marketing targets are selected in theform market segments for each segment of market a combinationof a number of devices or types of marketing activities that are

Coordinated into a single management programs to reach aparticular target or market segment is formulated. The combinationof these marketing methods or devices is known as the marketingmix.


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These are popularly known as the five P's of marketing mix.

MarketingStrategy

(Mix)

PRODUCT MIXProduct VarietyProduct LineDesignFeaturesBrand NamePackagingServicesWarranties

PRICE MIXPricing ObjPricing PolicyPrice ListDiscountAllowanceCredit Terms

PROMOTION

MIXSales PromotionAdvertisingSales ForcePersonal Selling

PLACE MIXChannel ofDistributionPhysicalDistribution

MARKETINGSTRATEGY

(MIX)


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PRODUCT MIX

A product is a bundle of physical servicesand symbolic particulars expected to yield

satisfaction or benefit to the buyer.

- Philip Kotler


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INTRODUCTION

Product is the pivot around which all the marketingselectivities revolve without product, all the marketing activities

become useless. People satisfy their needs and wants withproducts. Product can be defined proudly to cover anything thatcan be offered brings to someone to satisfy a need or wantnormally, the ward product brings to mind a physical object suchas on automobile, a television or a soft drink. We normally use theexpression product and services but in thinking about products,their importance lies not so much in owning them as in using them

to satisfy our wants.

Manufacturers get into a lot trouble by paying more attentionto their physical product then to the services produced by these

products. The marketers job is to sell the benefits or services builtinto physical products rather than just describe their physicalfeatures.

Product mix is the set of all the products line and items that aparticular server offers for sale to buyer the product mix covers thefollowing points.


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(A) Product Variety

Product variety include the types of product which a

company produces. They may before the same consumers or fordifferent consumers. In other words, the different products maysatisfy similar needs or different needs for e.g. A companymanufacturing soap for both these product satisfy the same needse.g. cleaning etc. But if the same company starts manufacturingtheir oils than this product has a totally different segment ofconsumer. There fore the company will have to all write itsmarketing strategy in order to reach this particular segment of

consumers.

The product variety (line of Bajaj Auto Ltd. are asfollows.)

Scooter Bikes1. Super2. M-80 Major3. M-80 Major 4-Strock4. Spirit5. Saffire6. Legend NXT 27. Chetek 4-Strock8. Wave

1. Boxer2. Caliber Croma3. Aspire4. Caliber 1155. Pulsar6. Wind 1257. Eliminator8. Discover9. C.T.100

(B) Design

Reflect the outlook of the product. Design reflects thefeatures of the product which make it different from other products.Designing a product is a specialist job. Various aspects of the

product are to be kept in mind while designing a product. Thesemay include product differentiation, features, characteristics,

performance, durability, reparability, style etc.


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Design is the interacting force with all the features as its parameters. The design has also to keep in mind the capitalallocated to designing from the companies point of view, a welldesigned product would be pleasant to look at easy to open, installlearn now to use repair and despose etc. The designer has to takeall target market and weights the different benefits and costs.

(C) Features

The term features refers to those inherent characteristics ofthe product which makes it different and unique from the other

products. In other words features means any special pointdifferentiating that particular from other product.

Features are characteristics that supplement the products basic functioning most products can be offered with varyingfeatures. The starting points is stripped down or base version byadding extra features each feature has a change of capturing thedance of additional buyers.

Thus features are the biggest competitive goals in the handsof companies, features make one companys product supplier toother companies producing similar product.

(D) Brand Name

Brand Name refers to that name through which theproductsof that company are recognized.BrandNamecan be a name,term, sign symbol or design or a combination of them, intended toidentify the goods or services of one seller or a group of sellers andto differentiate them from those of competitors.


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Brand Name are the most important of any product because itis the identification of the product. Brand Names may be thecompanys name if sold, or it may be a different as the betterknown the brand name, the higher will be the sales.

A powerful brand name is said to have consumer franchise.This is evident when a sufficient number of customer demand that

brand and refuse a substitute even if the price is some what lower.Today, branch name is such a strong force that hardly anythinggoes understand.

(E) After Sales ServiceServices are activities, benefits or satisfaction that are offered

after sale. In other words a service is any act or performance thatone party can offer to another that is essentially intangible and doesnot result in the ownership of anything.

Ferms Hiltprovide high quality services undoubtfully our

perform their less services. For e.g. the manufacturers could makean arrangement with distributors and dealers to provide theseservices. Thus the customers durable market is highly competitivein terms of after sales services.

It sometimes so happens that the company increase a highcost burden in terms of after sales services. But the company which

provides a better after sales service inspite of its cost burden,

benefits in the long run. Thus many companies prefer to incur highcost rather than loosing their potential customers.


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(F) Warranties

Product warranties are an important promotional tool

especially as consumers because more quality sensitive warrantymeans authority or justification that the thing sold is fit for use andthe producer accepts reproducibility for repairs over a period oftime.

The company can promote sales by adding a free warrantyoffer or service contract. Instead of changing for the warranty orservice contract it offers it free or at a reduced price if the

customers buy that product. Thus, warranty forms an importantpart of customer durables customers always except a longer periodof warranty. But the cost burden on the company is very high andthe company has to perform cost benefit analysis while decidingthe period and scope of warranty only that policy should beselected where the benefits cut run the costs. But it is very difficultto calculate and maintain balance by cost and benefits.

The warranty period ofBajaj Auto Ltd. is one year, or twoyear depending a Bajaj Auto Ltd. is policy. The company replacesall the parts and movements period is over the retailer.


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PRICE MIX Price is the only element of marketing mix that

produces revenue, all the other elements i.e. product,

place and promotion products costs.

- Philip Kotler


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INTRODUCTION

Price is the only element of marketing mix that produces

revenue. All the other elements that is product, place andproduction procedure etc. Pricing composition is the first problemfacing the marketing executive.

All profit organizations and many non profit organization settheir prices and product and service. Though most of history pricewere set by buyers and sellers negotiating with each other sellerswould also for higher prices then they expect to receive and the

buyers would offer less than their expect to pay. Throughbargaining they would arrive at an acceptable price. Setting oneprice for all buyers is relatively a modern idea.

Inspite of the high degree of importance given to the pricemix and the fact that the price mix is only revenue earning element,most companies do not handle pricing well price is set independentof rest of the marketing mix rather than as an interstice element of

market positioning strategic and price is not valid enough fordifferent products items and market segments.

Companies handle pricing in a variety of ways. In smallcompanies prices are often set by the top management rather than

by the marketing or sales department.


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THE PRICING OBJECTIVE BAJAJ AUTO LTD.

1. Pricing Stability: -Bajaj Auto Ltd. is one of the companies in

scooter market in India which call for long term interest of thebusiness and aim at price stability. This attempt is not to let pricefall low during deprecation and rise too high during boom.

2. To Incharge Market Share: -The main objective of Bajaj Auto Ltd. is to get

maximum share in scooter market. So they have set their price atdefinite level by which they can increase their market share.

Pricing Policy

Pricing Policy is the standing answer of the firm torequiring problem of pricing. It provides guidelines to marketingmanger to solve appropriate pricing decision. If competition ismainly on price basis then each marketer generally prices their

product at the same time level their competition.

The Prices of bikes, mopeds etc, are set up by the Bajaj AutoLtd. itself and the margin of dealers commission is added in thecompany price list. The main reason behind the cheapeners ofBajaj Auto Ltd. is most of the parts of the moped and bikesmanufacture by company itself.


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We can see in the following chart that the Octroy, CST, etc.should be paid according to the rules and regulation of thegovernment.

Particulars Amt. (Rs.)Factory PriceAdd: Forwarding Handling and

Loading Charges.= Total

Add. Central Excise Duty (25%)Add. Freight Charges

= Net Dealers Price

Add. : Communication= Retail Price

Add. M. R. C. Entry TaxAdd. Gujarat Sales Tax (4%)

= EX-showroom PriceAdd: RTO TaxAdd: Insurance & accessories

= On the Road Price

DiscountsThe term discounts means a deduction from the nominal

valve or price or amt. of the product. In other words, discount is theamount, which is taken off the full price of the product. Mostcompanies modify their basic price to reward the customers fromsuch acts as early permanent, volume purchases and off-season

buying. This price adjustment are called discounts. Discount is avery popular tool in the hands of top level management to increasetheir sales. The companies make efficient use of this tool to expandtheir market. Discount being a reduction in the original price of the

product are relatively cheap from of attracting new customers andsustaining old owned.


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PROMOTION MIX

Promotion compasses all the tools in the

marketing mix whose major role is persuasive

communication.

- Philip Kotler


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INTRODUCTION

Promotion has three specific purposes. It communicates

marketing information to consumers, users and reseller. It is notenough to communicate ideas. Promotion persuades and convincesthe buyer and influences his/her behavior to take the desired action.Promotional efforts act as powerful tools of competition providingthe cutting edge of its entire marketing programme.

Broadly speaking promotion means to push forward or toadvance an idea in such a way as gain as its acceptance andapprove. Promotion is any communicative, activity whose main

objective is to move forward a product, service or idea in anychannel of distribution. It is an effort by a marketer to inform and

persuade buyers to accept, recommended or use the article, serviceor communication with an additional element of persuasion. The

promotional activity always attempts to affect ideas, productsservices etc. is the heart of promotion

Modern marketing causes for more than developing a goodproduct priding attractively and making it a accusable to target

customers company must also communicate with their present andpotential customers.

Promotion includes the following:

Advertising(A) Introduction: -The American Marketing Association has defined

advertisement thus Any paid form of non-personal presentationand promotion of ideas, goods or services by an identified sponsor.

Advertising is paid communication presentation andpromotion because the advertiser has to pay for the space of time inwhich his advertisements appears. Advertisements appears in therecognized media, such as news Papers, magazines, radio,television, cinema film, outdoor, hoarding and posters, directs manand transit.


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It is paid for by a sponsor (seller) who wants to communicateabout his product or service to his customer. The sponsor wants to

persuade and induce the readers, viewers or listeners to take someaction viz. To buy the advertised product so that the advertisingshould have max sales.

From the above discussion we can say that each and everycompany whether public or private has to advertise for its survival.Bajaj Auto Ltd. has also undertaken the advertising activate.

OBJECTIVE

The first step in developing advertising program is to see theadvertising objectives. According to Bajaj Auto Ltd. thoseobjectives must flow from decisions on the target markets, market

positioning and marketing mix.

The Bajaj Auto Ltd. has undertaken the activity ofadvertising with a view to attain the following main objectives.

1.To enhance its sales.2.To inform the market about their new product.3.To explain the uses of product.4.To inform about the price changes.5.To maintain brand loyalty.6.To maintain regular customer.


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1. To give information about a new Product:

One of the most important objectives ofadvertising is to inform potential. Customers about a new productor service if people know nothing about product how can then buy?

2. To Create Demands:

The primary object of advertising is to createdemand for a particular product. To inform people about a peopleis not enough. They must also be motivated to bug it by informingthem the features attributes and uses of the product M.A. technicalwags.

3. To support sales mans efforts:

Salesman deals directly with customers and

advertising renders great help to them. When the customers cometo know. Characteristics quality and various brand of a productthrough advertising.

4. To Maintain Demand:

The objective of advertising is not only to createdemand for a product, but also to maintain it at current level.

5. To Reduce Costs:

The main object of advertising is to reduce

percentage cost of production and distribution. Advertisementleads to increase in sales, hence production expands and cost of

production, falls.


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ADVERTISEMENT COPY

Advertising copy is prepared by an export copywriter. It

includes the headlines name and address of the advertise as well asthe main text of the massage.

Advertising copy is the creative business which demands lotof imaginations foresight well designed advertising copy uses four

basic steps in selling they are A.I.D.A.i.e.1. Attraction attention

2. Developing interest3. Arousing desire4. Generation action

Advertising copy should be simple easily understandable

attractive and persuasive language there after it can give actionfrom consumer side.

So far as company is concerned advertising copy is

prepared by concerned advertising agency.There are two parts an advertising copy

1. Advertising theme or appeal.2. Advertising layout.

ADVERTISING THEME OR

APPEALThe theme or the appeal is the central idea around which the

advertisement is created. It is called the unique sales proposition. Itrepresents a specific point of view of idea to stress inadvertisement. It is the heart and sound of advertising copy ormessage.

There are various appeal used in advertisement to saleproduct or service the selection of theme is usually made by meansof consumer and research.


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For different products ofBAJAJ there are appeal.

Product AppealSpirit Comfort

CT100 EconomyDiscover PerformanceChetak wonder gear Easy in operationPulsarDTS - i StyleEliminator Prestige

ADVERTISING LAYOUT

Advertising layout deals with proper and attractive andphysical arrangement for the best presentation of the message orsales communication. A visual part of the advertising has thefollowing elements.1. HEADLINES

Headlines must put forth the main theme in appeal infew words. It should be clear, simple, short and attractive to heldattention of the prospect. It should respect the contents of

advertisement and guides the prospect properly. It may show apromise or reward and include prompt action. It should be printedin prominent manner.

2. ILLUSTRATIONSIllustrations provide line drawings, cartoon, pictures,

symbols and photography for attracting attention, creating interestand arousing desire. Illustration is the best and the most effective

way of communication of ideas.BAJAJ AUTO LTD. Uses visual demonstration in

television.

3. COLORSIt is an important ingredient of an advertisement. Color

has great attention attracting power judicious blending of color canevoke emotional reaction, which cannot be created by more

description.


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GUJARAT SMACHARand SANDESH and at the nationallevel they use different newspaper in different cities. Like inMumbai, Ahmedabad and Lucknow give advertisement in Timesof India. In Delhi, Madras, Pune, Baroda, Calcutta, Banglore,Hydrabad has given advertisement in Hindustan Times andIndian Express.

2. MAGAZINES

Magazines are considered to be the most effective media.Tough its colored attractiveness, Magazines have longer lifegreater retentive value as well as reference value further they are

using manages of advertisement because selective appeal ispossible through it, the magazines have most circulation form.

Bajaj Auto Ltd. is also interests in giving advertisement inmagazines. They use different magazine for bikes and mopeds like.Sport Star, Cricket, Samarat Sports World, Chitralekha, andAbhiyan etc.

3. TELEVISIONBajaj Auto Ltd. is using television as important media. They

advertise their product on all most all channels in very popularprogram so that they can attract more customers.

Television advertisement can appeal through ear as well aseye can be demonstrated with explanation. It reaches the guidancealmost like personnel salesmanship. Thus it is really wonderful

mean of mass communication for creative market.

Bajaj Auto Ltd. has adopted Poster, Boards and ElectricDisplay as a media of outdoor advertising. They are givingimportance to this media because it has long life general wideappeal. It can also attract number of peoples.


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3. PUBLICITY

Publicity is a non personnel stimulation of demand for aproject service or a business unit by placing commercial significantnews about it in a publication or obtaining favorable presentationof it on radio, T. V. on maganizine that is not paid by the mediasponsor.

For Bajaj Auto Ltd. publicity as one of the part of thepromotion mix which cant be ignored in any case. Till today manyarticles regarding the company is published in THE ECONOMICTIMES etc. Through publicity of its company Bajaj Auto Ltd. has

created own goodwill in market.


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(ii) SALES FORCE PROMOTION: -

[E.g. Bonus, Sales retailers]In short sales promotion is a bridge or connection

between advertising and personnel selling.

Bajaj Auto Ltd. spends too much on business promotion.These tools are used for such purpose as gathering business leads,increasing and recording customers. The Bajaj Auto Ltd. takes

part in exhibition held up or organized by some club or otherassociation.

Thus the cost of the tool is very less but their value is very too muchhigh. Large number of people attend this fair and come in contact with the

product of the Company and its uses.


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PLACE MIX

Marketing channels can be viewed as sets of inter

dependent organizations involved in the process of

marketing product or service available for use or

consumption.

- Philip Kotler


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SELECTIONOF CHANNEL

The problem of selecting the best distribution channel is the

most complex one. There are many factors affecting the channelchoice as like natures of the product marketing environment etc.These all are the very important factors or determinants of thedistribution channel. Every marketer has to consider all thesefactors at the time of selection the distribution channel whileselecting the channel member. Bajaj Auto Ltd. takes the followingfactors into consideration.

1. FINANCIAL CONDITION:Before appointing a dealer or agent or retailers Bajaj Auto

Ltd. finds out the financial condition. If the financial condition issound then Bajaj Auto Ltd. looks other aspects also.

2. LOCATION:

Location is the most important for wide market coverageBajaj Auto Ltd. showroom are mostly located nearer to the

competitors showroom and in the centre of the city.

3. REPUTATION IN THE MARKET:

This is considered as the GOODWILL of any dealer agentor retailer ofBajaj Auto Ltd. and also Bajaj Auto Ltd. takes careto select the candidate who has some reputation in market.

4. PROVISION FOR AFTER SALES SERVICE:

If dealer, retailer or wholesaler is ready to give after salesservice to the customer, the Bajaj Auto Ltd. takes particulardecision for selection. Not only that Bajaj Auto Ltd. has offeredthe after sales service on its vehicle.


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TRANSPORTATION

Markets need to be concerned with their companies

transportation decision. Transportation choice will affect the pricing of the product on time delivery performance and thecondition of the Bajaj Auto Ltd. which they arrive all of whichaffect customer satisfaction. Transportation is cause of problems of

physical distribution. It is sometimes caused the guardian knock ofphysical distribution management.

WARE HOUSINGEvery company has to store its goods while they cant be sold

immediately storage. Function is necessary, because productionand consumption cycle is rarely matched. The company mustdecide on a desirable numbers of stocking locations. More stockinglocation means that goods can be delivered to customers morequickly. The number of stocking location must strike a balance

between customers service level and distribution costs. So far asBajaj Auto Ltd. is concerned it is not the practice of the companyto provide warehousing facility to the dealers. Hence, to makearrangement of go downs for the storage of two wheelers. InRajkot Rajarshi Auto Deals Pvt. Ltd. has a very big warehouse.


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RESEARCH

METHODOLOGY


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CONTENTS

Sr.N

o

Particulars Page No

1. Introduction

2. Research Objective

3. Research Methodology

4. Limitation Of Study


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RESEARCH OBJECTIVEAs a student my objective of preparing this research report

is not only to submit the report to the saurashtra university but also

to get knowledge in practical field ofBajaj Auto Ltd. With specialreference to consumer satisfaction.

The real aim of caring out the survey was to get idea aboutthe following,

1. The main objective is to know consumer satisfaction towardsBajaj motorbikes.

2. To know which model is more popular among customer.

3. To know which factor motivate the customer whilepurchasing the particular bike.

4. To know which of the competitive bike the customer hastaken into consideration.

5. To know the expectation of consumer from the company.

SCOPE OF STUDY:

To know the consumer satisfaction towards Bajaj AutoLtd i have selected 50 consumers for survey which includesstudents, businessmen, professionals etc.

RESEARCH METHODOLOGYMethodology means the method used by the researcher for

a systematic study of any particular problem or subject.

For the preparation of this report, I have used primarydata but so far as this research report is concerned, it has beencollected through questionnaire and discussion method, which arethe most common but appropriate method for getting desiredinformation.


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TABLE = 1

SR.NO. MODEL NO OFRESPONSES PERCENTAGE(%)

1. CT 100 27 54%2. WIND 125 3 06%

3. DISCOVER 6 12%

4. CALIBER 1 02%

5. PULSAR 11 22%

6. ELIMINATOR - -

7. CHETAK 1 02%

8. SUPER - -

9. ASPIRE 1 02%50 100%

0

10

20

30

40

50

MODEL

1

2

3

4

5

6

7

8

9

3-D Column 10

Moreover the moral of dealers can be enhanced through

advertising hereby securing enthusiastic distribution of product.It also promote bright image of the company in the society.


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TABLE = 2SR.NO PERIOD OF

PURCHASE NO OFRESPONSES

PERCENTAGE(%)

1. Before 6 months 5 10%2. Before 1 year 5 10%

3. Before 1 year 7 14%

4. Before 2 years 25 50%

5. Before 5 years 8 16%

50 100%

0

5101520

253035404550

PERIOD OF

PURCHASE

PERCENTAGE(%)

1

2

3

4

5

FINDINGS:

Out of 50 consumers surveyed it is found that 16%of the consumer had purchased 5 years ago while 50% of them

purchased 2 years ago while 14% of them purchased before1 year while 10% of them purchased before 1 year and 6months so from that we can easily say that BAJAJ AUTO LTD.Is very popular among the customers from last so many years.


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TABLE = 5SR.NO Satisfied with Current

Product No of responses

Percentage(%)

1. Yes 42 84%2. No 8 16%

0

5

1015

20

25

30

35

40

45

Satisfied with

Current

Product

Percentage(%)

1

23-D Column 3

FINDINGSFrom the above diagram we came to know that 84% of

consumers are satisfied with their current bike and 16% of them arenot satisfied with their bikes. So that we can say that maximumnumber of consumer are satisfied. The satisfaction anddissatisfaction ratio approximately 5:1.


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TABLE = 7SR.NO Want to change your

motorbike No. OFResponses

Percentage(%)

1. Yes 18 36%2. No 32 64%

0

510

15

20

25

30

35

Want to

change your

motorbike

Percentage(%)

1

23-D Column 3

FINDINGSFrom the above diagram we can say that 36% of the

consumer want to change their motorbike and 64% of theconsumers are not want to change their bike. From the

conversation with these 36% mass (who want to change their bike)come to know some reasons they are as follows:

- By considering the time period they want to change yourbike

- Some of the consumers are attracted towards new models.


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TABLE = 8SR.NO Expectation From the

Company No Of Responses

Percentage(%)

1. New Models 17 34%2. Mileage 10 20%

3. Promotional Scheme 11 22%

4. Better after salesservice

12 24%

02468

1012

141618

Expectation

From the

Company

Percentage(%)

1

2

3

4

FINDINGS

From the above diagram we can say that 34% of theconsumers are expected from company to offer new models assuch consumers having an esthetic appeal while 24% of themexpect after sales service, 22% expect more promotional schemeand 20% of them expect better mileage.


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LINITATION OF STUDYEvery research report is to always perfect every research is

conducted keeping in mind certain constrains and restrictions. As a

student, I tried my best relevant information regarding the researchbut, than too, I found following limitations of these research.

They are:1. Study is restricted to Rajkot city only.2. Sample size of 50 may not be sufficient for making perfect

evaluation of total population.3. Keeping in the mind the psychological constrains, the

questionnaire includes limited questions only.


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CONCLUSION


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CONCLUSION

From the analysis of a BAJAJ AUTO LTD. It canbe concluded that the future of the company is bright. Bajaj autoltd. Was the first company to get such a great response fromconsumers for bikes before Bajaj bikes were available but theywere not expected by consumers so Bajaj auto brought a revolutionin the market of bike.

Bajaj auto ltd is having a good market share,

consumers are brand loyal and with the regular introduction of newmodel. Company is getting more credit in the market.


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SUGGESTIONS


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SUGGESTIONOn the basis of comprehensive research of the Bajaj Auto

Ltd. under gone at Rajarshi Auto Deals Pvt. Ltd. it can beconcluded that the position of the Bajaj Auto Ltd. in the corporatefield is very strong. The well experienced efficient and industrioussales force is the strength of it. The value of the Bajaj Auto Ltd. ismore than the other vehicles manufactures.

From the survey analysis is found that there are some areaswhere they need improvements that are as follows:

1. The company spends less on promotionactivity and consumer are expecting more promotional

benefit so company need to offer more promotional benefit tothe consumer .

2. In spite of regular introduction of newmodels by the company, consumers are still expecting better

bikes with better re-sale value and less maintenance. So

company should introduce new model by considering thisfactor.


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SWOT ANALYSIS


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SWOT ANALYSIS

STRENGTH- Good brand image- Variety of product- Good financial support- Good advertisement

WEAKNESS

- Resale value not available- Require maintenance in

very short time

OPPORTUNITIES

- Try to launch new bikes with goodaverage.

- Try to give more color choice to customers

THREATS

- Tough competition- Compromise with

price

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