BajajAuto

Introduction Bajaj Group is amongst India’s top

business house. Its footprint stretches over a wide range

of industries : automobiles home appliances iron and steel insurance Travel finance.

The group comprises 34 companies.

Founder – Jamnalal Bajaj

Founded on year – 1930s

Headquarters – Pune & Mumbai

Current Chairman – Rahul Bajaj

Revenue (2012) – Rs. 202.01 Billion

Employees – About 12000

Bajaj Auto Ltd.

Bajaj Auto is the world's third-largest manufacturer of motorcycles and the second-largest in India.

The Bajaj brand is well-known across several countries in Latin America, Africa, Middle East, South and South East Asia.

Bajaj has operations in 50 countries. It target audience is every sector of

society. Factories :

Waluj Chakan Pant Nagar

1960 – Public Limited Company.

1971 – 3-wheeler goods carrier introduced.

1972 – Bajaj Chetak launched.

2001 – Pulsar introduced.

2005 – Discover & Avenger launched.

History (Timeline)

ProductsBajaj Auto Ltd.

Platina

Bajaj Platina Cost : Rs. 40,000* (100cc) Colors: Black, Black Maroon and Red Mileage: 48 km/l to 65 km/l. Models :

*Price mentioned is ex-showroom price in Mumbai.

Discover

Bajaj Discover Cost : Rs. 41,000* (100cc) – 55,000*

(125cc) 5 Speed Gear-Box for better mileage Anti Vibration body-frame for bad-roads Models :

*Price mentioned is ex-showroom price in Mumbai.

Bajaj Pulsar Models :

Pulsar 135 LS Pulsar 150 DTS-i Pulsar 180 DTS-I Pulsar 220 DTS-I Pulsar 200 NS

Price Range : Rs. 60,000* – Rs. 85,000* Pulsar have got more than 20 awards till

date. It holds 47% of the market share in its

segment.*Price mentioned is ex-showroom price in Mumbai.

Pulsar 135

Pulsar 150

Pulsar 180

Pulsar 220

Pulsar 200

Avenger

Two bike companies has joined venture with Bajaj Auto in India for production and distribution of their bikes. They are :

KTM Kawasaki

KTM Duke

Ninja

Laws of BrandingWith an emphasis on Bajaj Auto.

Law of Consistency It states that : Brand is not built

overnight. Success is measured in decades, not years.

Bajaj Auto was formed in late 1930s. The company is more than 85 years old. The consistency of Bajaj in every

situation makes it one of the biggest and most valued company in India.

Law of Color It states that : A brand should use a color that is

the opposite of its major competitors. In case of Bajaj, its major competitors are Hero

Motocorp and Honda. Hero and Honda, both have logos red in color,

while Bajaj’s logo is Blue.

Law of contraction It states : A brand becomes stronger when you

narrow its focus. Bajaj Auto introduced 2 vehicles in automatic

gear scooter range : Bajaj Wave and Bajaj Kristal.

Both of the vehicles did not performed well against the market leader in this category Honda Activa, TVS Scooty-Pep and Suzuki Access-125.

So as a result, Bajaj again focused on Bike range and earned more revenue in 2012 as compared to the year when Kristal was launced.

Law of Change It states that : brands can be changed ,

but only infrequently and only very carefully.

Since its establishment, Bajaj Auto changed its logo just once.

The change was good and it allowed consumer connect better.

Law of Mortality It states : No brand will live forever.

Euthanasia is often the best solution. Bajaj Chetak was an Indian-made

scooter. It was introduced in year 1972. It was

sold till the year 2009. When company realized that the

demand of Chetak was decreasing rapidly, although little late, but they stopped its production.

Bajaj Chetak – The Legend

Brand PersonalityBajaj Auto

Brand Personality The definition of Brand personality can

be classified as Emotion- centered Human – centered

Bajaj promotes the message : “Humara Bajaj”

So it’s a Belonging Brand or a brand whom people trusts and therefore it’s a Reliable Brand.

Brand EquityA survey on Bajaj Auto.

Brand Equity It is a set of brand assets and liabilities

linked to a brand , its name and symbol, that add to or subtract from the value provided by a product or service to a firm and /or to that firm’s customers.

The assets and liabilities on which brand equity is based can be grouped into 5 categories

1) Brand Loyalty2) Name awareness

3) Perceived quality4)Brand associations in addition to perceived quality

5)other proprietary assets : patents, trademarks, channel relationship etc.

According to the Survey 7 out of 10 people were willing to

upgrade their bikes in Bajaj Auto itself. So the consumer are loyal to the brand. So it is an Asset.

10 out of 10 people have heard the name Bajaj Auto, therefore this strongly is an Asset.

8 out of 10 people found the quality of Bikes splendid. So this is another Asset for Bajaj.

Continued .. 6 out of 10 people were unhappy because of the

service provided after sales, so this is an Liability for Bajaj Auto.

Bajaj have patents, trademark and a well managed channel relationship which makes its bike available in every corner of the country. So this turn out be an Asset.

Results 4 Assets and 1 Liability. So it is clear that Bajaj Auto is doing

very good and overall its result proves to be an

ASSET

Thank You !

Presentation By –Aryan Khan, 11Ayush Parekh, 21Divyanshu Patel, 23