-TiTans
BAJAJ AUTO LIMITED
04/10/2023
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INTRODUCTION
Indians Largest 2-wheeler and 3-wheeler Company
Bajaj Group founded in 1926 by Sh. Ganshyam Das Bajaj
Bajaj Auto started on Nov 29 , 1945 as M/s Bachraj Trading Corporation ltd.
Net Sales worth Rs. 88.11 Bn Production capacity 3.96 Mn per year Has tie up with many international players
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PRODUCT PORTFOLIO ( 2-WHEELER)
Two Wheelers
Entry Level
Platina 100cc &
125 cc DTSiKristal DTSi
Mid Level
XCD 135 cc DTSi
Discover 100cc &
135 cc DTSi
Peformance
Pulsar 150, 180, 200 & 220 cc DTSi
Avenger 200 DTSi
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PRODUCT PORTFOLIO (3-WHEELER)
Three wheelers
Passenger Carrier
RE - 2 stroke, Diesel & CNG
RE - 4 strokeDiesel & CNG
Goods Carrier
GC Max - Diesel & CNG
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PRODUCT LIFE CYCLE
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BCG MATRIX
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BAJAJ PULSAR
Launched in 2001 Pulsar is the leader
in the 150 cc + segment in India
Market share of 43% Tag Line : “Definitely
Male “ Comes in 180 , 200 ,
220 variant
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POSITIONING : PULSAR
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KEY COMPETITORS
Apache (TVS) Hunk (Hero Honda ) Karizima (Hero Honda
) CBZ (Hero Honda ) Fz-16 (Yamaha)
Apache
CBZ
Fz-16Karizima
Hunk
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Brand Positioning Statement
“DEFiNiTELY MALE”
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BAJAJ DISCOVER
Launched in 2004 Highest selling 125
cc bike in India Comes in 100cc and
135 cc variants Tag line “Last
Temptation “ Only Brand to have
a Brand Ambassador
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POSITIONING : DISCOVER
Style with Performance
Positioned as a fuel efficient bike.
Discover – a bike for each segment of people.
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100 cc
• CD Dawn
• Splendor• Start
City• Passion
Plus
125 cc
• Super Splendor
• Glamour • Flame
135 cc
• Glamour• Ambition
DISCOVER COMPETITORS
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A man can resist anything but Temptation
Brand Positioning Statement
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PASSENGER VEHICLE (RE )
First launched in 1977
Known as Tuk-Tuk. Dominant in
Domestic Market Market Share 63% Strong presence in
International Market Also Present in an
Eco-Friendly Variant
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POSITIONING : RE - RICKSHAW
No Evident promotional campaign.
Strong pan India presence.
Strong Supply chain.
“ Monopoly “
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RE COMPETITORS
TVS Mahindra & Mahindra Piaggio
TVS
Mahindra & Mahindra
Piaggio
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EVOLUTION OF BAJAJ AUTO - 90’S
Brand Image : HAMARA BAJAJ Flagship Brand : Chetak
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BLEEDING OF HAMARA BAJAJ
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LOOSING MARKET SHARE
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REBRANDING OF HAMARA BAJAJ
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THE FLYING
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AD CAMPAIGNS AT VARIOUS STAGES
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FUTURE
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RECOMMENDATIONS Company should keep focusing on the fast growing
motorcycle segment. Strengthen its position in ungeared segment. Concentrate on JV’s for techno needs. Look to expand their base outside further. It already
had a strong presence in Africa and South Asian Countries.
Concentrate on Blue Ocean of Second hand Bike Market .
Aggressive Launch its new Low Cost Car. Focus on Easy Credit Lending - In the present
economical crisis, Bajaj can utilize its subsidiary, Bajaj insurance in coming up with schemes that will help consumers buy two wheelers on friendly terms.