MARKETING STRATEGY OF

BAJAJ AUTOMOBILES

1

ACKNOWLEDGEMENT

I acknowledge that I have been able to successfully submit this report under the supervision & support of Ms.RIDHI BAJAJ, without whose guidance this project would not have been possible.

MRINAL MUDGAL

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CERTIFICATE

This is to certify that MRINAL MUDGAL of TRINITY INSTITUTE OF PROFESSIONAL STUDIES (BBA General, G.G.S.I.P University) has successfully completed his project under the guidance of Ms. RIDHI BAJAJ

3

EXECUTIVE SUMMARY

In view of the increasing competition due to globalization and the expansion of the

economy .All industries need to constantly add more attributes and features which

consumer wants in two wheelers of their company .In context company had to adopt

more innovative and consumer friendly attributes so that there product should be more

popular among the customers.

Today in this present world the Bajaj Automobiles in two wheeler segment of India

and are leading as the world number one two wheeler company from the past three

consecutive years.

The research assigned to was to study the parameter and the features that effect most

of the customer satisfaction in the Bajaj motors limited & Bajaj Automobiles .There

are many features which effect the two wheeler company but important among all of

them are the following :-

(1) Fuel efficiency

(2) Maintenance

(3) Availability of the product

(4) Resale value

(5) Look and style

(6) Image and brand

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OBJECTIVES OF THE PROJECT

To study the marketing mix of Bajaj Auto.

To study the life cycle of Bajaj Auto, its initial stages, growth n maturity.

To study various promotional strategies and know about the current startegies

keeping in mind the cut throat competition and arrival of Honda in India.

To focus on comparative study of different products of The Bajaj Auto Group.

Different range of products, their success n failure.

To study the overall financial performance of The Bajaj Auto Group.

TABLE OF CONTENTS5

S.no Topic Pg.no.

1 Introduction 7-12

2 Research methodology 13-14

3 Company profile 15-47

4 Data analysis 48-54

5 Conclusion 55

6 Recommendation 56

7 Bibliography 57

6

INTRODUCTION

The Indian two-wheeler industry is dominated by three players, Bajaj, Hero Honda

and TVS Suzuki, who account for 80 percent of the total two-wheeler market. The

other players including Kinetic Engineering, LML and others account for the

remaining 20 percent of the market. The industry can be divided into three broad

segments: Scooters, motorcycles and mopeds. In the scooters segment Bajaj is the

market leader, Hero Honda is the market leader in the motorcycles segment and in the

segment of mopeds, TVS controls the major chunk of the market.

Most Indian players in the two-wheeler industry had been into some kind of strategic

alliance, technical collaboration or joint venture with foreign players, mainly Japanese

firms. Hero-Honda, is a joint venture between the Munjal-promoted Hero Group and

Honda Motor Co. of Japan; TVS-Suzuki was an alliance with TVS and Suzuki Motors

(till September 2006); Bajaj-Kawasaki a joint venture between Bajaj Motors and

Kawasaki; and Yamaha-Escorts, a joint venture between Escorts and Yamaha Motor

Corp.

Bajaj Brand is the visual expression of our thoughts and actions.

It conveys to everyone our intention to constantly inspire confidence.

Our customers are the primary audience for our brand.

Indeed, our Brand Identity is shaped as much by their belief in Bajaj as it is by our

own vision. Everything we do is always reinforce the distinctiveness and the power of

our brand. We do this by living our brand essence and by continuously seeking to

enhance our customers’ experience.

In doing so, we ensure a special place for ourselves in the hearts and the minds of our

customers.

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ABOUT THE INDUSTRY

INDIAN TWO-WHEELER INDUSTRY: A PERSPECTIVE

Automobile is one of the largest industries in global market. Being the leader in

product and process technologies in the manufacturing sector, it has been recognized

as one of the drivers of economic growth. During the last decade, well-directed efforts

have been made to provide a new look to the automobile policy for realizing the

sector's full potential for the economy. Steps like abolition of licensing, removal of

quantitative restrictions and initiatives to bring the policy framework in consonance

with WTO requirements have set the industry in a progressive track. Removal of the

restrictive environment has helped restructuring, and enabled industry to absorb new

technologies, aligning itself with the global development and also to realize its

potential in the country. The liberalization policies have led to continuous increase in

competition which has ultimately resulted in modernization in line with the global

standards as well as in substantial cut in prices. Aggressive marketing by the auto

finance companies have also played a significant role in boosting automobile demand,

especially from the population in the middle income group.

EVOLUTION OF TWO-WHEELER INDUSTRY IN INDIA

Two-wheeler segment is one of the most important components of the automobile

sector that has undergone significant changes due to shift in policy environment. The

two-wheeler industry has been in existence in the country since 1955. It consists of

three segments viz. scooters, motorcycles and mopeds. According to the figures

published by SIAM, the share of two-wheelers in automobile sector in terms of units

sold was about 80 per cent during 2006-¬07. This high figure itself is suggestive of

the importance of the sector. In the initial years, entry of firms, capacity expansion,

choice of products including capacity mix and technology, all critical areas of

functioning of an industry, were effectively controlled by the State machinery. The

lapses in the system had invited fresh policy options that came into being in late

sixties. Amongst these policies, Monopolies and Restrictive Trade Practices (MRTP)

and Foreign Exchange Regulation Act (FERA) were aimed at regulating monopoly

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and foreign investment respectively. This controlling mechanism over the industry

resulted in:

(a) Several firms operating below minimum scale of efficiency

(b) Under-utilization of capacity; and

(c) Usage of outdated technology.

Recognition of the damaging effects of licensing and fettering policies led to initiation

of reforms, which ultimately took a more prominent shape with the introduction of the

New Economic Policy (NEP) in 1985.

However, the major set of reforms was launched in the year 1991 in response to the

major macroeconomic crisis faced by the economy. The industrial policies shifted

from a regime of regulation and tight control to a more liberalized and competitive

era. Two major results of policy changes during these years in two-wheeler industry

were that the, weaker players died out giving way to the new entrants and superior

products and a sizeable increase in number of brands entered the market that

compelled the firms to compete on the basis of product attributes. Finally, the two-

¬wheeler industry in the country has been able to witness a proliferation of brands

with introduction of new technology as well as increase in number of players.

However, with various policy measures undertaken in order to increase the

competition, though the degree of concentration has been lessened over time,

deregulation of the industry has not really resulted in higher level of competition.

A GROWTH PERSPECTIVE

The composition of the two-wheeler industry has witnessed sea changes in the post-

reform period. In 1991, the share of scooters was about 50 per cent of the total 2-

wheeler demand in the Indian market. Motorcycle and moped had been experiencing

almost equal level of shares in the total number of two-wheelers. In 2003-04, the

share of motorcycles increased to 78 per cent of the total two-wheelers while the

shares of scooters and mopeds declined to the level of 16 and 6 per cent respectively.

A clear picture of the motorcycle segment's gaining importance during this period is

exhibited by the Figures 1, 2 and 3 depicting total sales, share and annual growth

during the period 1993-94 through 2006-07.

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The forecasts had been made using econometric technique along with inputs obtained

from a primary survey conducted at 14 prime cities in the country. Estimations were

based on Panel Regression, which takes into account both time series and cross

section variation in data. A panel data of 16 major states over a period of 5 years

ending 1999 was used for the estimation of parameters. The models considered a large

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number of macro-economic, demographic and socio-economic variables to arrive at

the best estimations for different two-wheeler segments. The projections have been

made at all India and regional levels. Different scenarios have been presented based

on different assumptions regarding the demand drivers of the two-wheeler industry.

The demand for scooters will be the maximum in the northern region, which will

account for more than 50 per cent of the demand for scooters in 2011-12.

Table 1: Demand Forecast for Motorcycles and Scooters for 2011-12

2-Wheeler Segment Regions

South West North-Central East & North-East All India

Motorcycle2835

(12.9)

4327

(16.8)

2624

(12.5)

883

(11.1)

10669

(14.0)

Scooter203

(2.6)

219

(3.5)

602

(2.8)

99

(2.0)

1124

(2.08)

Both industry and the service sectors have shown high growth during this period at

the rates of 8.0 and 9.5 per cent respectively. There is a large untapped market in

semi-urban and rural areas of the country. Any strategic planning for the two-wheeler

industry needs to identify these markets with the help of available statistical

techniques. Potential markets can be identified as well as prioritized using these

techniques with the help of secondary data on socio-economic parameters. For the

two-wheeler industry, it is also important to identify the target groups for various

categories of motorcycles and scooters. With the formal introduction of second hand

car market by the reputed car manufacturers and easy loan availability for new as well

as used cars, the two-wheeler industry needs to upgrade its market information system

to capture the new market and to maintain its already existing markets. Availability of

easy credit for two-wheelers in rural and smaller urban areas also requires more

focused attention. It is also imperative to initiate measures to make the presence of

Indian two-wheeler industry felt in the global market. Adequate incentives for

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promoting exports and setting up of institutional mechanism such as Automobile

Export Promotion Council would be of great help for further surge in demand for the

Indian two-wheeler industry.

Domestic Market Share for 2008-09

Passenger Vehicles 15.96%

Commercial Vehicles 3.95%

Three Wheelers 3.6%

Two Wheelers 76.49%

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RESEARCH METHODOLOGY

DATA SOURCESThere are two types of data.

PRIMARY DATA

The data that is collected first hand by someone specifically for the purpose of

facilitating the study is known as primary data.

SECONDARY DATA

For the company information I have used secondary data like brochures, web site of

the company etc.

METHODOLOGY USED

1. Research Design - The project was designed to be a Descriptive

Research, because the study required an in depth.

Look into the Motorcycle market, it's structure and

Status.

2. Data collection

Method - The basis of this project is the information collected

through Secondary data. In order to get the view of

those related in this market, some dealers and

showrooms were informally visited.

3. Data Source - All the information was secondarily collected

through questionnaire survey, Business Magazines,

Newspaper cuttings and Internet sites.

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The structure of this research was decided while keeping readers in mind. It is an

attempt to put forward my study in easy and simple language.

RESEARCH DESIGN

TYPE OF RESEARCH: - DESCRIPTIVE RESEARCH

Descriptive research includes Surveys and fact-finding enquiries of different kinds.

The main characteristic of this method is that the researcher has no control over the

variables; he can only report what has happened or what is happening.

For completion of this project report only secondary data from websites ,magazines ,etc. is utilized.

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COMPANY PROFILE

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. Since the tie-up in 1986, Bajaj

Auto has launched KB100, KB RTZ, KB125, 4S, 4S Champion, Boxer, Caliber,

Caliber115, Wind125 and India's first real cruiser bike, the Kawasaki Bajaj

Eliminator. A Fortune 500 company with a turnover of USD 10 billion (Rs.

45,840crore), Kawasaki Heavy Industries has crafted new technologies for over a

hundred years. These technologies have redefined space systems, aircrafts, jet

engines, ships, locomotive, energy plants, construction machinery, automation

systems, apart from a range of high quality, high reliability two-wheelers. Kawasaki

has given the world its legendary series of 600-1200cc Ninja and1600 Vulcan bikes.

Straight from Kawasaki design boards, the Kawasaki Bajaj Eliminator redefines the

pleasure of "biking" in looks as well as performance.

ABOUT THE BAJAJ AUTOMOBILE COMPANY

Brand values: Learning, Innovation, Perfection, Speed and Transparency.

Bajaj constantly inspires confidence through excitement engineering.

LEARNING

Learning is how we ensure pro-activity.

It is a value that embraces knowledge as the platform for building well informed,

reasoned, and decisive actions.

Innovation: Innovation is how we create the future.

It is a value that provokes us to reach beyond the obvious in pursuit of that which

exceeds the ordinary.

PERFECTION:

Perfection is how we set new standards.

It is a value that exhibits our determination to excel by endeavoring to establish new

benchmarks all the time.

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SPEED:

Speed is how we convey clear conviction.

It is a value that keeps us sharply responsive, mirroring our commitment towards our

goals and processes.

TRANSPARENCY:

Transparency is how we characterize ourselves.

It is a value that makes us worthy of credibility through integrity, of trust through

sensitivity and of loyalty through interdependence

BAJAJ Motors takes considerable pride in its stakeholder relationships, especially

ones developed at the grassroots. The Company believes it has managed to bring an

economically and socially backward region in Dharuhera, Haryana, into the national

economic mainstream.

An Integrated Rural Development Centre has been set up on 40 acres of land along

the Delhi-Jaipur Highway. The Centre-complete with wide approach roads, clean

water, and education facilities for both adults and children-now nurtures a vibrant,

educated and healthy community

The Foundation has adopted various villages located within vicinity of the BAJAJ

factory at Dharuhera for integrated rural development. This includes:

Installation of deep bore hand pumps to provide clean drinking water.

Constructing metallic roads and connecting these villages to the National

Highway (NH -8).

Renovating primary school buildings and providing hygienic water and toilet

facilities.

Ensuring a proper drainage system at each of these villages to prevent water-

logging.

Promoting non-conventional sources of energy by providing a 50 per cent subsidy

on biogas plants.

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AWARDS

Product Award Year By

Bike of the Year Bajaj XCD 2009 Business Standard Motoring

Bike of the Year Bajaj Pulsar 220 DTSFi 2009 Overdrive Awards

Bike of the Year Bajaj XCD 2008 CNBC-TV18, AUTOCAR INDIA

Bike of the Year Bajaj XCD 2008 ND TV PROFIT, CAR India & Bike India

Motorcycle Total Customer Satisfaction

Study 2007- DISCOVER 135 DTSi

2007 TNS Automotive

Super Platinum Award for

Manufacturing Excellence

2007 Frost and Sullivan

Audit Passed for TPM Excellence Award Category I

2007 TPM

Bike maker of the Year 2007 Overdrive Awards 07

Bike of the year 2007 CNBC-TV18 Auto car Auto

Awards

100cc Bike of the Year 2007 NDTV Profit Bike India

Bike Manufacturer of the Year 2007 2007 NDTV Profit Bike India

Mr. Rajiv Bajaj - Man of the year

2005

2005 Auto car Professional

Mr. Rajiv Bajaj - Automotive Man of

the year 2005

2005 Bike India & NDTV

India

Bajaj CT 100 - Motorcycle Total

Customer Satisfaction Study 2005

2005 TNS Automotive

Bajaj Discover DTS-i - Bike of the

Year 2005

2005 OVERDRIVE Awards

2005

Bajaj Discover DTS-i - Indigenous

Design of the Year 2005

2005 OVERDRIVE Awards

2005

BAJAJ AUTO - Bike Maker of the

Year 2004

2004 ICICI Bank

OVERDRIVE Awards

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2004

DTS-i Technology - Auto Tech of the

Year 2004

2004 ICICI Bank

OVERDRIVE Awards

2004

Bajaj Pulsar DTS-i Bike of the Year

2004

2004 ICICI Bank

OVERDRIVE Awards

2004

Wind 125 Two Wheeler of the Year

2004

2004 CNBC AUTOCAR

Awards 2004

Wind 125 Bike of the Year 2004 2004 Business Standard

Motoring

Bajaj Pulsar 180 DTS-i BBC World

Wheels Viewers Choice Two Wheeler

of Year 2003

2003 BBC World Wheels

Award 2003

Bajaj Pulsar 180 DTS-i BBC World

Wheels Award for Best Two Wheeler

between Rs 55,000 to Rs 70,000

2003 BBC World Wheels

Award 2003

Bajaj Pulsar 150 DTS-i BBC World

Wheels Award for Best Two Wheeler

between Rs 45,000 to Rs 55,000

2003 BBC World Wheels

Award 2003

Bajaj Boxer AT KTEC BBC World

Wheels Award for Best Two Wheeler

under Rs 30,000

2003 BBC World Wheels

Award 2003

Bajaj Pulsar - Motorcycle Total

Customer Satisfaction Study

2003 NFO Automotive

Bajaj Pulsar - Bike of the year 2003 ICICI Bank

OVERDRIVE Awards

2003

Bajaj Pulsar - Most exciting bike of

the year

2002 OVERDRIVE Awards

Bajaj Eliminator - Bike of the year 2002 OVERDRIVE Awards

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Bajaj Eliminator - Most exciting bike

of the year

2001 OVERDRIVE Awards

Award Year By

All India Trophy for Highest Exporter 1998-99 EEPC

Focus LAC Award for Outstanding

Performance

1998-99 India Trade Promotion

Organization

Export Excellence 1998-99 EEPC

Certificate of Merit 1998-99 India Trade Promotion

Organization

Award for Export Excellence 1997-98 EEPC

Export Excellence 1997-98 MCCIIA

All India Trophy for Highest Exporter 1997-98 EEPC

Top Exporter Shield - Western

Region

1996-97 EEPC

Export Excellence 1996-97 MCCIA

Regional Top Exporter - Large Scale

Manufacturer

1995-96 EEPC

Highest Export Performance 1995-96 EEPC

Outstanding Export Performance 1995-96 Government of India,

Ministry of Commerce

Export Excellence Award 1995-96 MCCIA

Top Exporter Shield - Western

Region

1995-96 EEPC

Certificate of Merit 1995-96 Government of India,

Ministry of Commerce

Award for Export Excellence 1994-95 EEPC

Regional Top Exporter - Large Scale

Manufacturer

1994-95 EEPC

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All India Special Shield - Consumer

Durables Exporter

1994-95 EEPC

National Export award for

Outstanding Performance

1994-95 Government of India,

Ministry of Commerce

Western Region Top Export Award 1994-95 EEPC

All India Special Shield - Consumer

Durables

1994-95 EEPC

Regional Special Shield - Capital

Goods Category

1993-94 EEPC

Award for Export Excellence 1993-94 EEPC

Capital Goods Export 1992-93 EEPC

Regional Special Shield - Capital

Goods Category

1990-91 EEPC

Certificate of Export Excellence 1986-87 EEPC

Certificate of Export Recognition 1980-81 EEPC

Certificate of Export Recognition 1979-80 EEPC

Award for Export Excellence 1979-80 EEPC

Certificate of Merit 1978-79 Government of India,

Ministry of Commerce

Certificate of Export Recognition 1978-79 EEPC

Award for Export Excellence 1977-78 EEPC

Certificate of Export Recognition 1977-78 EEPC

Export Promotion 1976 FICCI

Golden Jubilee Export Year Award 1976 FICCI

Export Excellence 1975-76 EEPC

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HISTORICAL BACKGROUND

2009 PRODUCT

April Bajaj Pulsar 150 & 180 upgrade launched

January Bajaj XCD 135 DTS-Si launched

2008

September Bajaj Platina 125 DTS-Si launched

August XCD 125 DTS-Si is largest selling 125cc motorcycle

July Bajaj Discover 135 DTS-i Upgrade Launched.

June Pulsar 220 bags IMOTY award

2007

December RE GDi auto rickshaw launched

September XCD 125 DTS-Si launched

August DTS-Si engine launched

July Revamping of Organizational structure

June Pulsar 220 DTS-Fi launched

April Bajaj Auto Commissions New Plant at Pantnagar, Uttarakhand

February 200 cc Pulsar DTS-i launched

January Bajaj Kristal DTS-i launched

2006

April Bajaj Platina launched

2005  

December Bajaj Discover launched

June Bajaj Avenger launched

February Bajaj Wave launched

2004  

Sept/Oct Bajaj Discover DTS-i launched

August New Bajaj Chetak 4 stroke with Wonder Gear launched

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May Bajaj CT100 Launched

January Bajaj unveils new brand identity, dons new symbol, logo and brand line

2003  

October Pulsar DTS-i is launched.

October 107,115 Motorcycles sold in a month.

July Bajaj Wind 125, The World Bike, is launched in India.

February Bajaj Auto launched its Caliber115 "Hoodibabaa!" in the executive motorcycle

segment.

2001  

November Bajaj Auto launches its latest offering in the premium bike segment ‘Pulsar’.

January The Eliminator is launched.

2000  

The Bajaj Saffire is introduced.

1999  

Caliber motorcycle notches up 100,000 sales in record time of 12 months.

  Production commences at Chakan plant.

1998

June 7th Kawasaki Bajaj Caliber rolls out of Waluj.

July 25th Legend, India’s first four-stroke scooter rolls out of Akurdi.

October Spirit launched.

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 1997The Kawasaki Bajaj Boxer and the RE diesel Auto rickshaw are

introduced.

1995  

November 29 Bajaj Auto is 50.

 

Agreements signed with Kubota of Japan for the development of diesel

engines for three-wheelers and with Tokyo R&D for ungeared Scooter and

moped development.

 The Bajaj Super Excel is introduced while Bajaj celebrates its ten millionth

vehicle.

  One million vehicles were produced and sold in this financial year.

 1994 The Bajaj Classic is introduced.

1991  

  The Kawasaki Bajaj 4S Champion is introduced.

1990  

  The Bajaj Sunny is introduced.

1986  

 The Bajaj M-80 and the Kawasaki Bajaj KB100 motorcycles are

introduced.

  500,000 vehicles produced and sold in a single financial year.

1985  

November The Waluj plant inaugurated by the erstwhile President of India, Shri Giani

Zail Singh.

 Production commences at Waluj, Aurangabad in a record time of 16

months.

1984  

January 19 Foundation stone laid for the new Plant at Waluj, Aurangabad.

1981  

  The Bajaj M-50 is introduced.

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1977  

  The Rear Engine Auto rickshaw is introduced.

 Bajaj Auto achieves production and sales of 100,000 vehicles in a single

financial year.

1976  

  The Bajaj Super is introduced.

1975  

  BAL & Maharashtra Scooters Ltd. joint venture.

1972  

  The Bajaj Chetak is introduced.

1971  

  The three-wheeler goods carrier is introduced.

1970  

  Bajaj Auto rolls out its 100,000th vehicle.

1960Bajaj Auto becomes a public limited company. Bhoomi Poojan of Akurdi

Plant.

1959  

 Bajaj Auto obtains license from the Government of India to manufacture

two- and three-wheelers.

1948  

  Sales in India commence by importing two- and three-wheelers.

1945  

November 29Bajaj Auto comes into existence as M/s Bachraj Trading Corporation

Private Limited.

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ORGANIZATIONAL CHART

Board of Directors

Rahul Bajaj Chairman

Madhur Bajaj Vice Chairman & Whole-Time Director

Rajiv Bajaj Managing Director

Sanjiv Bajaj Executive Director

D.S. Mehta Whole-Time Director

Kantikumar R. Podar Director

Shekhar Bajaj Director

D.J. Balaji Rao Director

J.N. Godrej Director

S.H. Khan Director

Mrs. Suman Kirloskar Director

Naresh Chandra Director

Nanoo Pamnani Director

Manish Kejriwal Director

Committees of the Board

Audit Committee  

S.H. Khan Chairman

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J.N. Godrej  

Nanoo Pamnani  

D.J. Balaji Rao  

Naresh Chandra  

Shareholders’ & Investors’ Grievance committee 

D.J. Balaji Rao Chairman

J.N. Godrej  

Naresh Chandra  

Remuneration committee

D.J. Balaji Rao Chairman

S.H. Khan  

Naresh Chandra  

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IDEOLOGY OF THE COMPANY

At BAJAJ, our goal is not only to sell you a bike, but also to help you at every step in

making your world a better place to live in. Besides its will to provide a high-quality

service to all of its customers, BAJAJ takes a stand as a socially responsible enterprise

respectful of its environment and respectful of the important issues. Bajaj is strongly

committed not only to environmental conservation programs but also expresses the

increasingly inseparable balance between the economic concerns and the

environmental and social issues faced by a business. A business must not grow at the

expense of mankind and man's future but rather must serve mankind.

"We must do something for the community from whose land we generate our

wealth."

We at BAJAJ are committed to demonstrate excellence in our environmental

performance on a continual basis, as an intrinsic element of our corporate philosophy.

To achieve this we commit ourselves to:

Integrate environmental attributes and cleaner production in all our business

processes and practices with specific consideration to substitution of hazardous

chemicals to strengthen the greening of supply chain.

Continue product innovations to improve environmental compatibility. Comply

with all applicable environmental legislation and also controlling our

environmental discharges through the principles of "alara" (as low as reasonably

achiever).

Institutionalize resource conservation, in particular, in the areas of oil, water,

electrical energy, paints and chemicals.

Enhance environmental awareness of our employees and dealers / vendors, while

promoting their involvement in ensuring sound environmental management.

27

MARKETING STRATEGIES OF

BAJAJ AUTOMOBILES

MARKETING

Marketing is challenging and exciting. The solving of marketing problems required

insight, experience and analytical ability. Take the case of a company faced with the

problem of increasing its sales. Increase in the sales at the expense of profits may not

be a desirable objective. Again there are many ways in which sales can be increased,

e.g. by finding new customers or selling more to existing customers, by increasing

advertising and by reducing the price. The marketing manger must decide which

strategy or combination of methods he should adopt for increasing his sales

profitably. He must also keep in touch with the changing needs and desires of the

consuming public as well as his competitors’ activities. Thus marketing is interesting,

as it required the marketing manger to be dynamic and not complacent for continuous

prosperity of his organization.

THE MARKETING FUNCTION

However the meaning of marketing is not often clear to people who use the word. To

a salesman it means selling whereas to an advertising manger it means advertising.

High-sounding definitions have also been advanced. For example, Paul Mazur defined

it as “the delivery of a standard of living of society”. Thus was expanded by Prof.

Malcolm McNair to “the creation and delivery of a standard of living.

“Marketing is the primary management function which organizes and directs the

aggregate of business activities involved in converting customer purchasing power

into effective demand for a specific product or service and in moving the product or

service to the final consumer or user so as to achieve the company-set or other

objectives”.

28

PRODUCTS STRATEGY

Bajaj Pulsar 220 dts-fi

  

VEHICLE SUMMARY

Name: Pulsar 220

Model: DTS-Fi

Type: Sports

Top Speed: 135kph

ENGINE SPECIFICATIONS

Displacement: 220cc

Engine: Air Cooled

Maximum Power: 20.06ps@8500rpm

Maximum Torque: 19.12nm@6000rpm

Gears: 5 Speed

Clutch: 177

Bore: 67

Stroke: 62.4

Cylinder Configuration: NA

Engine Block Material: NA

Chassis Type: NA

Carburetor: NA

0 to 60: 4.84 sec.

DIMENSIONS

Length: 2035.00 mm

Width: 750.00 mm

Height: 1140.00 mm

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Bajaj New Pulsar 220

VEHICLE SUMMARYName: New Pulsar 220 Model: DTS-iType: SportsTop Speed: 144kphFuel Consumption:City

30.00

Fuel Consumption:Highway

41.00

ENGINE SPECIFICATIONSDisplacement: 220ccEngine: Single Cylinder, 4 StrokeMaximum Power: 21 Bhp @ 8500 rpmMaximum Torque: 19.12 Nm @ 7000 rpmGears: 5 SpeedClutch: Wet Multiplate TypeBore: 67Stroke: 62.4No. of Cylinders: 1Cylinder Configuration: NAValve Per Cylinder: 2Engine Block Material: NA

DIMENSIONSLength: 2035.00 mmWidth: 750.00 mmHeight: 1165.00 mm

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Bajaj New Pulsar 180

  

VEHICLE SUMMARY

Name: New Pulsar 180

Model: DTSi

Type: Sports

Top Speed: 118kph

Fuel Consumption:City

43.00

Fuel Consumption:Highway

51.00

ENGINE SPECIFICATIONS

Displacement: 178.6cc

Engine: Single Cylinder, 4 Stroke, DTSi

Maximum Power: 17 Bhp @ 8500 rpm

Maximum Torque: 14.2 Nm @ 6500 rpm

Gears: 5 Speed

Clutch: Wet Multiplate Clutch

Bore: 63.5

Stroke: 56.4

No. of Cylinders: 1

Cylinder Configuration: NA

Valve Per Cylinder: 2

Engine Block Material: Aluminum Alloy

Chassis Type: Double Cradle

Cooling Type: Air Cooling

DIMENSIONS

Length: 2035.00 mm

Width: 765.00 mm

Height: 1115.00 mm

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BAJAJ PULSAR 150cc

 

VEHICLE SUMMARY

Name: New Pulsar 150

Model: DTSi

Type: Commuter

Top Speed: 113kph

Fuel Consumption:City

51.00

Fuel Consumption:Highway

62.00

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ENGINE SPECIFICATIONS

Displacement: 149.01cc

Engine: 4 Stroke, DTSi

Maximum Power:14 Bhp @ 8500 rpm

Maximum Torque:12.7 Nm @ 6500 rpm

Gears: 5 Speed

Clutch:Wet Multiplate Clutch

Bore: NA

Stroke: NA

No. of Cylinders: 1

Cylinder Configuration:

NA

Engine Block Material:

NA

Chassis Type: Double Cradle

Cooling Type: Air Cooling

DIMENSIONS

Length: 2035.00 mm

Width: 750.00 mm

Height: 1115.00 mm

Bajaj XCD 135 DBES

  

VEHICLE SUMMARY

Name: XCD 135 DBES

Model: DTS-Si

Type: Commuter

Top Speed: 98kph

Fuel 55.00

33

Consumption:City

Fuel Consumption:Highway

75.00

ENGINE SPECIFICATIONS

Displacement: 134.6cc

Engine:4 Stroke, Air Cooled, DTS-Si

Maximum Power: 10 Bhp @ 7500 rpm

Maximum Torque:

11.58 Nm @ 5000 rpm

Gears: 5 Manual

Clutch: 0

Chassis Type: Box Type Diamong Type

Cooling Type: Air Cooling

DIMENSIONS

Length: 1990.00 mm

Width: 760.00 mm

Height: 1080.00 mm

Bajaj Discover 135 Sports

  

VEHICLE SUMMARY

34

Name:

Discover 135 SportsModel:

DTS-i

Type: Commuter

Top Speed: 103kph

ENGINE SPECIFICATIONS

Displacement:

134.21ccEngine:4 Stroke, Air Cooled, DTS-i

Maximum Power: 13 Bhp @ 8500 rpm

Maximum Torque: 11.88 Nm @ 6500 rpm

Gears: 4 Speed

Clutch: Wet, Multi Plate Type

Bore: NA

Stroke: NA

Cylinder Configuration:

NA

Engine Block Material:

NA

Chassis Type: Double Cradle Type

Cooling Type: Air Cooling

Carburetor: NA

DIMENSIONS

Length:

2030.00 mmWidth: 760.00 mm

Height: 1065.00 mm

Bajaj Platina

  

35

VEHICLE SUMMARYName: PlatinaType: CommuterTop Speed: 90kph

ENGINE SPECIFICATIONSDisplacement: 99.27ccEngine: Four Stroke, Natural air cooledMaximum Power: 8.30ps@7500rpmMaximum Torque: 8.05nm@4500rpmGears: 4 SpeedClutch: 165Bore: NAStroke: NANo. of Cylinders: 1Cylinder Configuration: NAEngine Block Material: NAChassis Type: NACooling Type: Air CoolingCarburetor: NA

DIMENSIONSLength: 1990.00 mmWidth: 770.00 mmHeight: 1090.00 mm

Engine

Type Four Stroke, Forced Air & Oil Cooled, Spark Ignition Engine

Capacity 200 cc

Compression Ratio '10:1

Max Power 7.2Bhp@6200rpm

36

Max Torque 11Nm@3400rpm

Transmission

Clutch Wet , Multidisc Type

No. of Gears 4 Forward, 1 Reverse

Chassis

  Monocoque with Stamped & Welded Members

Suspension

Front Twin Shock Absorber with Helical Coil Compression Spring & Antidive Link

Rear Shock Absorbers with Helical Coil Compression Spring & Trailing Arm

Tyres

  '4.50-10,8PR for Front & Rear

Electrical

System Voltage 12V , DC

Battary Rating 12V,32Ah

Fuel Tank

CNG Cylinder 43 lit Water Equivalent

Material Seamless Metallic Cylinder

Petrol Tank 3 lit [for Limp Home only]

Material 12 lit

Engine

Type Two stroke, Forced air cooled, S.I. Engine

Bore  x  stroke,  mm 57 / 57

37

No. of cylinders One

Displacement 145.45 cc

Compression ratio 10.0 ± 1 : 1

Max. Power, kW @ rpm 4.9 kW @ 5000 rpm 

Max. Torque, Nm @ rpm 10.8 N.m a@ 3500 

Air cleaner type  Foam element

Clutch Type Wet multidisc type

Transmission

Transmission 4 Forward + 1 Reverse

Chassis  

Type Monocoque

Electrical system

System voltage, V 12 V, AC +  DC

Battery rating, Ah 12 V, 9 A.h

Wiper motor Electrical

Wiping system (Brief description)Single speed electrical wiper motor with wiper arm and blade

Fuel tank CapacityCNG – 4kg (29L or 30L Cyl.), Petrol - 3 liters.

38

It isn't surprising that the company is in no mood to take its hand off the throttle. As,

the Rajiv Bajaj Chairman, BAJAJ Motors succinctly puts it, "We pioneered India's

motorcycle industry, and it's our responsibility now to take the industry to the next

level. We'll do all it takes to reach there.''

At BAJAJ, our goal is not only to sell you a bike, but also to help you every step of

the way in making your world a better place to live in. Besides its will to provide a

high-quality service to all of its customers, BAJAJ takes a stand as a socially

responsible enterprise respectful of its environment and respectful of the important

issues.

BAJAJ is strongly committed not only to environmental conservation programmes but

also expresses the increasingly inseparable balance between the economic concerns

and the environmental and social issues faced by a business. A business must not

grow at the expense of mankind and man's future but rather must serve mankind.

Towards creating and preserving a cleaner environment Bajaj Auto Ltd., manufacturer

of two and three wheeler vehicles is committed to prevention of pollution, continual

improvement of our environmental performance and compliance with all applicable

environmental legislation and regulations.

TOWARDS THIS, WE SHALL STRIVE TO:

Create a proactive environment management system that addresses all environmentally

significant aspects related to our products and processes,

Minimise the generation of waste and conserve resources through better technology

and practices, and Promote environmental awareness amongst our employees and

motivate them to fulfill our commitments.

39

QUALITY POLICY

We at Bajaj Auto continue to firmly believe in providing the customer Value for

money, for years through our products and services. This we shall maintain and

improve.

In our decision making, quality, safety and service will be given as much

consideration as productivity, cost and delivery.

Quality shall be built into every aspect of our work life and business operations.

Quality improvements and customer satisfaction shall be the responsibility of

every employee.

TPM POLICY

We at Bajaj Auto adopt Total Productivity Maintenance as a means of creating a

safe and participative work environment in which all employees target the

elimination of losses in order to continuously enhance the capacity, flexibility,

reliability and capability of its processes, leading to higher employee morale and

greater organizational profitability.

40

PROMOTION STRATEGY

Bajaj Automobile Ltd. shifted its focus from catering to the fuel efficient conscious

consumer to try and occupy other segments of the motorbike market and therefore the

new product launches from Bajaj Automobile in the last three year have been in this

direction. The company has also upgraded some of its bikes to stay in contention and

to meet Euro emission norms. The new underlining theme for the company “One for

everyone” has led to the launching of new products, which are as follows:

1) Pulsar 220 “The Fastest Indian “ : Bajaj has launched the new upgraded

pulsar 220 2009 edition. The new Bajaj Pulsar 220 is fastest Indian bike ever

built with a top speed of 144km/hr.Bajaj experts pushes pulsar to a top speed

of 144 kmph which helps it to reach 0-60 in 3.1 seconds and thus it as the

fastest bike in the country.

The new 2009 Pulsar 220cc is coming with a five speed gearbox with one

down and four up pattern. By placing oil cooler near the fuel tank helps to

improve cooling of engine lubricant and their by keeping this high

performance engine cool. Pulsar 220cc has a much more stronger and stylish

stainless steel and alloy silencer

2009 edition Pulsar 220cc is one of the most stylish bike available in India

after Yamaha R15 & Karizma R. Its stylish mirrors differs the pulsar 220cc

from others. The new Pulsar has a longer wheelbase than its previous versions

with factory-fitted front and rear disc brakes and detailed digital

instrumentation.

The new 2009 Pulsar 220 is powered by a Digital Twin Spark Fuel Injection

(DTS FI) 2 valve engine of displacement 220 cc which can produces a power

of 20 Bhp at 8500rpm with an awesome torque of 19 Nm at 6500rpm.Pulsar

220 can reach from 0-60 in 3.1 sec and 0-100 in 7.59 sec.

41

Pulsar 220cc has several new features like six spoke alloy wheels, clear lens

indicators and exposed chain. Pulsar 220cc is also coming with features like

tachometer, fuel gauge, speedometer, odo and two trip meters.

2) Bajaj to launch new bike every month till June in 2009 : Bajaj Auto said

that it will launch new bikes in India in 2009. The company would launch one

bike every month for next 6 months starting Jan 2009.

Bajaj has recorded 37 percent fall in motorcycle sales during this

November’08. The company doesn’t predict any increase in Dec 2008 either

as the dealers have rejected to pickup any additional deliveries because of

inventory pile-up.

The expecting bikes include - all new face lifted Pulsar 220cc, new Pulsar 200

FI, XCD sprint and Blade scooter. Bajaj also plans to launch its new low cost

product (christened as Steel).

Bajaj is offering the cheaper finance plans from Bajaj Auto Finance Ltd. They

will finance all vehicles bought from Bajaj dealers and will provide cheaper

loans to its clients.

42

3) Bajaj Lite the "Rs. 1 Lakh car" unveiled by Bajaj : Bajaj Auto Ltd

unveiled the details of its "1-lakh car" called "Lite". The name Lite implies

both lightweight and illumination, the company said.

Measuring by sight, the estimated body size of this five-door tall sedan is

approximately 3.3x1.4x1.5m (LxWxH). The company plans to debut the car in

2010-2012. The price may be slightly higher than Rs. 1 Lakh, according to

company sources.

Bajaj reportedly developed a new platform for Lite. The company intends to

apply the platform to commercial vehicles. The car has an RR (rear-engine,

rear-wheel drive) layout with a 600cc two-cylinder engine. The top speed is

140 Kmph, and the car comes with AC and instrument panel gearshift. The

information on the transmission is yet to be released.

Although the company began establishing a technical tie-up with the Renault-

Nissan Group a few months ago, the latest concept model is reportedly Bajaj's

proprietary development, including the design and engine. The company is

likely to adopt technologies provided by this tie-up for further improvements.

43

4.) PULSAR: Bajaj Automobile introduced the PULSAR in 2001. The bike was

launched as a result of the changing trends amongst the Indian customers from

fuel efficient bikes that were heavier, more powerful, trendy, stylish and

sophisticated. This was done to cater to those customers who wanted to buy

motorbikes for fun, thrill and great driving experience rather than being cost

conscious. PULSAR was also launched to acquire the market share from the

heavy motorbike segments, as the company did not have any heavy motorbike.

It was the first time that Bajaj Automobile had made a shift from 100 cc bikes

to a 156cc bike.

With the launch of these two motorbikes and various other motorbikes in the

pipeline, Bajaj Automobile’s strategy is to get into those segments of the

motorcycle market where they have not made inroads earlier. Bajaj

Automobile continues to have the strategy of parity pricing. They have neither

taken the root of doing heavy discounting nor have they tried to occupy the

premium position. However with the launch of PULSAR the company is

gradually getting into the area of premium positioning. The company keeps on

making changes in the pricing of the bikes, whenever there is an increase in

inputs.

44

PRICE

Price is one of the important elements of the marketing mix, but lately, it has come to

occupy the centre-stage in marketing wars. The amount of money that customers have

to pay for the product is called price.

Price is the amount of value a product a masses in the market. To a manufacturer,

price represents quantity of money received by the firm or seller. To a customer, it

represents sacrifice and hence his perception of the value of the product.

Pricing is the only elements in marketing mix that creates revenue, the other generate

costs.

Every firm has different Pricing objectives. A firm can choose from the following

a) Survival in a competitive market.

b) Maximize current profits and return on investment

c) Balance price over product line

d) Maximize sales growth.

PRICING STRATEGY OF BAJAJ AUTOMOBILE

Bajaj Automobile continues to have the strategy of parity pricing. They have neither

taken the root of doing heavy discounting nor have they tried to occupy the premium

position. However, with the launch of PULSAR 220 DTS-I the company is gradually

getting into the area of premium positioning .The company keeps of making changes

in the pricing of the bikes, whenever there is increase in inputs.

Bajaj Bike Price in Delhi, Mumbai, Chennai, Kolkata, Bangalore, Hyderabad, Pune-

Bajaj Avenger Price – Bajaj Avengers gives you pleasure of cruiser bike in

Indian Price. New avenger comes with 200cc DTS-i liquid cool engine and

produces a maximum power of 18Ps.It is priced at Rs.69,000/-.

45

Bajaj Pulsar Price – Still one of the best bikes to buy Bajaj pulsar offers style,

power and decent mileage. 150cc, 180cc and 220cc Bajaj pulsar delivers a

great performance. It is priced at Rs.64,417/-(150cc) , Rs.69,759/-(180cc) and

Rs.74,216/-(220cc).

Bajaj Discover Price – City Bike for daily commuters decent mileage 60-

65kmpl. Bajaj Discover 135cc is a stylish and sporty bike for new generations

with all the essential features. It is equipped with various highly advanced

technology and exceptional features. It is priced at Rs.54,214/-.

Bajaj Xcd Price – Bajaj XCD great look quite eye-catching it offers upgrade

from the 100-110cc bikes. Bajaj XCD mileage is around 70kmpl which is very

good. It is priced at Rs.50,300/-.

PLACE

Dealer Network

The company has a network of 498 dealers and over 1,500 authorized service

centers and 162 exclusive three-wheeler dealers spread across the country. Around

1,400 rural outlets have been created in towns with population of 25,000 and below.

The current dealer network is servicing these outlets.

Bajaj is convinced that the real impetus of future two-wheeler growth will come from

up-country rural India. Bajaj Auto has defined specialist dealerships for rural markets,

called 'Rural Dealerships'. During the year 2005-06, four new rural dealers became

operational.

Bajaj has identified a segment of customers 'Probikers', who are knowledgeable,

appreciative of contemporary technology, they are trendsetters and very choosy about

what they ride. Hence, Probikers need to be addressed in a meaningful way that goes

beyond the product. Bajaj Auto is in the process of setting up a chain of retail stores

across the country exclusively for high-end, performance bikes. These stores are

called " Bajaj Probiking". Twenty two such stores have been opened across the

India.

46

SWOT ANALYSIS OF BAJAJ

SWOT Analysis is a tool used for understanding an organization's strengths,

weaknesses, opportunities and threats.

The SWOT Analysis tool can be used in identifying an organization's strengths (S)

and weaknesses (W), and examining the opportunities (O) and threats (T) it is facing.

The outcome from a SWOT Analysis enables organizations to focus on strengths,

minimize weaknesses, address threats, and take the greatest possible advantage of

opportunities available.

STRENGTHS:

Our members value the professional designation.

We have a lower course fee structure than similar programs.

We provide good customer service.

Our instructors are highly-regarded in the profession.

We have a small staff and low overhead.

The DTS-i technology which helped Bajaj grow to this position.

WEAKNESSES:

We are slow to make decisions and adapt to changes that affect the profession.

The professional designation is rarely included as a condition of employment.

We are overly dependent on key volunteers who developed and teach our

certification courses.

We do not have the resources to research the market and promote the

designation.

Not many options other than Pulsar in higher end.

47

OPPORTUNITIES:

Our business sector is expanding, with many future opportunities for success

Our local council wants to encourage local businesses with work where

possible

To increase designing new two and three wheeled vehicles.

To produce vehicles that are even more better and exporting them to countries

that maintain and strengthen its business relationship with Kawasaki.

To bolster its focus on exports the Bajaj actively supports building or setting

to a recent press release.

Our competitors may be slow to adopt new technologies.

THREATS:

Will developments in technology change this market beyond our ability to

adapt?

A small change in focus of a large competitor might wipe out any market

position we achieve.

Bajaj's products have a reputation for quality and reliability, so, a little defect

in them can harm it’s reputation.

Bajaj has competitors and needs to continue larger share of the high end

performance of India to find ways to discourage foreign companies.

To emphasize the importance of exporting as a significant source and be able

to extend the life cycle of it.

48

DATA ANALYSIS

AUTOMOBILE INDUSTRY ANALYSIS & TRENDS

TABLE: Growth in exports of 2-wheelers and 3-wheelers.

TABLE: BAJAJ’S profit in 2009-10 & 2008-09.

49

Product 2007-08 2008-09 Growth

Total two-wheelers 482,026 633,463 31 %

Total two-wheelers 136,315 139,056 2 %

Total vehicles 618,341 772,519 25 %

Table: Bajaj Auto’s exports (in numbers)

50

Year ended 31 March

Sales(nos. Millions)

Salesgrowth

BAL(nos. Millions)

BAL’sgrowth

BAL’smarket share

2003 3.757 31.3% 0.868 32.3% 23.1%

2004 4.317 14.9% 1.024 17.9% 23.7%

2005 5.218 20.9% 1.450 41.6% 27.8%

2006 6.201 18.8% 1.912 31.9% 30.8%

2007 7.100 14.5% 2.379 24.4% 33.5%

2008 6.544 (7.8%) 2.140 (10.1%)

32.7%

2009 6.806 4.0% 1.908 (10.8%)

28.0%

TABLE: Motorcycle sales, domestic and exports (in numbers)

2007-08 2008-09 Rate of growth

Passenger vehicle salesIndustry sales 375,180 415,411 10.7%

Bajaj Auto sales 263,598 264,332 0.3%

Bajaj Auto market share 70.3% 63.6% (6.7%)

Goods carriers

Industry sales 130,826 82,382 (37.0%)

Bajaj Auto sales 26,714 10,197 (61.8%)

Bajaj Auto market share 20.4% 12.4% (8.0%)

Total 3-wheelers

Industry sales 506,006 497,793 (1.6%)

Bajaj Auto sales 290,312 274,529 (5.4%)

Bajaj Auto market share 57.4% 55.1% (2.3%)

Table: Three-wheeler sales (in numbers)

51

PLANT PRODUCTS

Waluj Boxer, Platina, XCD and all three-wheelersChakan Pulsar, Avenger and Discover

Pantnagar Platina, Platina 125 and XCD

TABLE: Plant-wise product profile

Plant 2007-08 2008-09Waluj 1,860,000 1,860,000Chakan 1,200,000 1,200,000Pantnagar 900,000 900,000Total 3,960,000 3,960,000Table: Bajaj Auto’s plant-wise capacities (in units)

52

ANNUAL REPORT AND SALES PERFORMANCE

Balance Sheet as at 31 March 2009 2008 Schedule Rs. In Million Rs. In Million Rs. In Million

I. Sources of Funds1. Shareholders’ Funds a) Share Capital 1 1,446.8 1,446.8 b) Reserves & Surplus 2 17,250.1 14,429.1 18,696.9 15,875.92. Loan Funds a) Secured Loans 3 — 69.5 b) Unsecured Loans 4 15,700.0 13,273.9 15,700.0 13,343.43. Deferred Tax Adjustments [See note 14] a) Deferred Tax Liabilities 1,647.9 1,419.4 b) Deferred Tax Assets (1,606.0) (1,309.6) 41.9 109.8 Total 34,438.8 29,329.1II. Application of Funds1. Fixed Assets a) Gross Block 33,339.4 29,841.5 b) Less: Depreciation and write downs 18,079.1 17,260.7 c) Net Block 5 15,260.3 12,580.8 d) Capital Work in progress, expenditure to date 220.6 347.4 15,480.9 12,928.22. Technical Know-how 6 162.6 105.33. Investments 7 18,085.2 18,571.44. Current Assets, Loans and Advances 8 a) Inventories 3,388.4 3,496.1 b) Sundry Debtors 3,586.5 2,753.1 c) Cash and Bank Balances 1,368.7 560.7 d) Other Current Assets 1,256.8 799.5 e) Loans and Advances 13,652.3 8,887.7 23,252.7 16,497.1 Less: Current Liabilities and Provisions 9 a) Liabilities 12,134.1 10,432.5 b) Provisions 12,241.5 8,340.4 24,375.6 18,772.9

53

Net Current Assets (1,122.9) (2,275.8)5. Miscellaneous Expenditure not written-off Voluntary Retirement Compensation [See note 10)a)] 1,833.0 — Total 34,438.8 29,329.1Notes forming part of the Financial Statements 14

Summarized Financials

SALES IN UNITS FOR 2008 & 2009 : TOTAL

Q4FY09 FY08 Change

Full YearFY09 FY08 Change

Motorcycles

Total 2Wh’s

3 Wh’s

373,704 479,905 -22%

375,439 482,912 -22%

64,830 69,676 -7%

1,907,853 2,139,779 -11%

1,919,625 2,161,095 -11%

274,529 290,312 -5%Total Units 440,269 552,588 -20% 2,194,154 2,451,407 -10%

of which EXPORTS are

Q4FY09 FY08 Change

Full YearFY09 FY08 Change

54

Motorcycles

Total 2Wh’s

3 Wh’s

124,034 123,630 0%

124,450 123,890 0%

27,189 34,168 -20%

631,383 481,549 31%

633.463 482,026 31%

139,056 136,315 2%Total Units 151,639 158,058 -4% 772,519 618,341 25%

Rs. In crores 492 505 -3% 2,640 2,048 29%

SALES IN UNITS FOR 2007-08 & 2006-07 : TOTAL

2007-2008

Q4 Total

2006-07

Q4 Total

GROWTH

Q4 Total100cc

125cc

150cc

224,030`152,364

103,511

986,232

686,389

467,158

291,057

104,326

140462

1,438,323

450,845

490,331Motorcycles 479,905 2,139,779 535,845 2,379,499 -10% -10%

Total 2Wh’s 482,912 2,161,095 543,757 2,399,996

3 Wh’s 69,676 290,312 84,630 321,828 -18% -10%Total Units 552,588 2,451,407 628,387 2,721,824 -12% -10%

 

Of which EXPORTS are

2007-2008 2006-07 GROWTH

55

Q4 Total Q4 Total Q4 Total100cc

125cc

150cc

70,510

37,408

15,712

269,176

138,306

74,067

43,964

17,753

15,826

174,312

66,363

59,981Motorcycles 123,630 481,549 77,543 300,656 59% 60%

Total 2Wh’s 123,890 482,026 77,550 301,766

3 Wh’s 34,168 136,315 39,133 140,645 -13% -3%Total Units 158,058 618,341 116,683 442,411 35% 40%

Rs. In billion 5.05 20.48 4.49 16.94 12% 21%

56

CONCLUSIONS

The study, which I conducted on the “In-depth Analysis of Bajaj Automobile Ltd” in

the area of Marketing Management has been a very gratifying experience at the

outset, the objectives were to cover the whole marketing strategies policies adopted

by HHML. The entire report has been effort to do just that.

Through out the study I found Hero Honda bikes are very new & use modern

technology in their bikes. As a result they give better performance then other bikes in

the market & required less maintenance. Bajaj Automobile also provides good after

sale service to the customer.

Bajaj Automobile has managed to put in spectacular performance going from strength

to strength despite increase in competition, the company’s sales have witnessed an up

trend, registering an average growth of 42% in the three years under review.

Bajaj Automobile has managed to achieve this because of its strong brand image and

proven product quality underpinned the performance growth in recent years. Apart

from the strong brand “Splendor” the company’s presence across the spectrum of the

motorcycle market helped it exploit the growing demand for 4-stroke motorcycles.

At the lower, end, the company has CT 100 and CT100 SS and at the middle level

splendor, passion & joys. The PULSAR range is targeted, at the premium segment.

Thus one may say that the marketing strategies adopted by Bajaj Automobile have

really paid-off, as the company has constantly managed to increase its market share

and also increase its sales .Which is really amazing for a company which has been a

market leader to maintain its strong position in the wake of growing competition from

its competitors who have been trying to grab a strong share in the market by

launching latest technology products. Bajaj Automobile has been very understanding

to its employees. It treats all its employees as the biggest asset of the company. Its

innovative H.R. policies are made to ensure that the best of talent, which the company

employs, receives the best of talent, which the company employs, receives the best of

remuneration. Also the non-monetary incentives given to the employees are such as to

maintain the motivation to a time high.

57

RECOMMENDATIONS AND

SUGGESTIONS

[[

The company should concentrate more on sales and marketing department so that

more and more products can be sold out.

Advertisements should be the best method to advertise the products and popular

among the public.

Cheaper products (Motorcycles) should be introduced by the company so that it

can reach the middle class public.

Transparency should be made in between the product details and the original

product sold to the customers.

Company –customer ratio should be maintained.

58

BIBLIOGRAPHY

BOOKS:-

Marketing Management – By Philip Kotler

Marketing Management- By C.B.Gupta

MAGAZINES:-

Auto magazine

Over drive magazine

Business today

WEBSITES:-

www.bajajauto.com

www.google.com

www.autos.max.com

NEWSPAPERS:-

Times of India

The Indian Express

59