PROJECT REPORT ON BRANDING STRATEGIES OF BAJAJ AUTO

SUBMITTED TO: Mrs Kavita Shukla

SUBMITTED BY: Swagatika Ray PG20095817

INDEX
SN0 1 2 3 4 5 6 7 8 9 10 11 TABLE OF CONTENTS Objective Method of Study Company Profile Identification of Brand related issues Branding Strategies Advertising Strategies CBBE Model Questionnaire Brand Equity Measurement Conclusion Bibliography PAGE NO 3 3 3 4 5 6-11 12 14 17 18 19

OBJECTIVE: y To know How Bajaj Auto has successfully changed the positioning of their brand in the mind of customer y To know the brand related issues of Bajaj Auto y Study on recent strategies adopted by Bajaj Auto y To find out the customer response for this Brand METHOD USED FOR STUDY:

This project is based on both primary and Secondary Method. We used questionnaire to know what customers know about this brand. Our secondary tools are: 1. Magazine 2. Newspaper 3. Internet source

COMPANY PROFILE
Bajaj Auto is a major Indian automobile manufacturer. It is India's largest and

the world's 4th largest two- and three-wheeler maker. It is based in pune , Maharashtra with plants in Waluj near Aurangabad, Akurdi and Chakan, near Pune. Bajaj Auto makes and exports motorcycles,scooters and the auto rickshaw. It is India's largest and the world's 4th largest two- and three-wheeler maker. Bajaj Auto came into existence on November 29, 1945 as M/s Bachraj Trading Corporation Private Limited. In 1959, it obtained license from the Government of India to manufacture two- and three-wheelers and it went public in 1960. Before the introduction of the Pulsar, the Indian motorcycle market trend was towards fuel efficient, small capacity motorcycles (that formed the 80 -125 cc class). The launch and success of Hero Honda CBZ in 1999 showed that there was demand for performance bikes. Bajaj took the cue from there on and

launched the Pulsar twins in India on November 24, 2001.

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IDENTIFICATION OF BRAND RELATED ISSUES: BRAND ELEMENTS OF BAJAJ AUTO

1. 2. 3. 4. 5. 6.

Dominates in 135+ Bike segment Innovative Futuristic Reliable Creative logo Wide range of Products

BAJAJ AUTO BRAND MANTRA

Bajaj Auto internal brand mantra is simple and memorable. It stands for Passion, Reliability and Innovation. It is referred to throughout all business activities across the globe.
BRAND VALUE & BRAND PERSONALITY OF BAJAJ AUTO

A series of new corporate values and four desired brand personality traits for Bajaj Auto were identified: Energetic Passionate Proactive risk Taker . Performance Oriented

BRANDING STRATEGIES

Bajaj Auto's new brand strategy in motorcycles paid off well with the company on course to recording its best in terms of profitability and market share. Shifting from scooters segment to motorcycles was a big move and taking it further by exiting scooter segment and establishing Bajaj as a brand was the key decision. Sacrifice is a key part of strategy and is essential to its success. Hence, our scooters had to make way for motorcycles, Mr Bajaj said, referring to the reaction across the country to his recent statement on exiting the scooter segment.

Brand Positioning
The company learnt that divergence was another important part of its focus on specialization, with the Discover clearly positioned for the commuter segment and the Pulsar as the sporty' option. The features, therefore, had to be exclusive for each brand in terms of looks and ride while ensuring profitability. From Bajaj Auto's point of view, the commuter and sporty segments are the backbone of India's motorcycle market. And even while it has bikes to offer from the KTM and Kawasaki stable, these largely remain in the niche category as off road and on-road performers translating into limited numbers. Two products of Bajaj i.e. Discover & Pulsar helped Bajaj in establishing it as a brand and position themselves in customers mind. Discover was positioned as a commuter segment bike and targeted to cater to the needs of people who commute and demand for reasonable and fuel efficient bike. Pulsar was positioned as a sports bike that caters to the needs of customers who demand for the bikes having style, performance, speed & technology quotient. As Mr Bajaj said, an effective strategy was finally about strong brand positioning at the front-end while keeping things simpler at the back-end comprising design, manufacturing and development. Bajaj Auto is looking to style itself, as a garage of independent brands like Hindustan Unilever wherein marketing and branding focus is limited to motorcycles Discover, Pulsar and KTM as well as the auto rickshaw, while the parent brand takes a back seat. The huge success of Pulsar 135 LS, where LS stands for Light Sport, is another example of success of brand Pulsar. Pulsar 135 LS was positioned as extremely sporty & stylish high performance bike that attracted the people who wanted a light but sporty & performance oriented bike.

Perceptual Mapping:
High Performance Herohonda Yamaha TVS BAJAj

Low Technology

High Technology

Low Performance

ADVERTISING STRATEGY

Since its inception, Bajaj has come out with variety of ads and were always successful in their advertisements. Scooters were well known by the brand name of Bajaj. Be it any scooter, one used to recognize it by the brand name Bajaj. This was the identity a decade ago which the Bajaj has still maintained. Bajaj is always known for its ads without well-known brand ambassadors which is again a plus point to its cart as it saves a huge cost in terms of brand ambassadors unlike Hero Honda and TVS. Prior, Bajaj used to convey the feeling of Indianness in its ads. With a punch line Hamara Bajaj Bajaj drove into everybodys hearts and the title song of Naye Bharat Ki Naye Tasveer added a great value to its mobikes and scooters.

A couple of years back, Bajaj had introduced an advertisement which promoted all the different ranges it had, wherein they had shown each product they had with a feeling of Indianness. Example: Eliminator passes -by a rangoli and drives slowly sideways without disturbing it. People on boxer pass-by a temple and bend their head to give a little offering. Such ads had revealing Indian culture had a great effect on Indians and Bajaj was successful in most of its ads. But recently, Bajaj had changed its brand logo alongwith its punch line i.e . Hamara Bajaj got converted to Inspiring Confidence. The reason for this change as told by the company officials was to keep pace with the new technologies in the fast moving world. Even though it had changed its punch line, it didnt have much effect on its brand image. Some years back, Bajaj introduced DTSi technology upgrading its always successful PULSAR 150cc and 180cc. Though Bajaj had changed its identity it still dominates for its creativity in ads.
PULSAR 150cc/180cc & DTSi (Definitely Male)

The concept of Definitely Male was well accepted by the people and Bajaj came out with some astonishing ads. Though the DTSi technology was new, people accepted it very well. It easily conveyed the message it wanted to. The following picture strips conveys the advertisement:

Getting on to his bike, a man gets all set to make a move. As he puts his helmet on, a message appears on the windshield, 'Partially sunn y from
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While the biker cruises through the city, some army men are out for their jog. Just before they cross a road, a zebra crossing forms ahead them and

16:37 hrs.'

disappears after them, while the biker waits patiently.

A young lady talks to her beau on the phone, while an image of his forms before her. She switches the phone off and the image disappears, in time for her to catch a glimpse of the bike.

Riding on, he spots a child playing with a remote controlled toy. In the next shot the toy turns out to be a roller coaster, with children inside enjoying the ride.

On arriving home, the biker is greeted As he takes off his helmet everything by a robotic dog. turns back to it's usual self. MVO: "Imagine a world as advanced as the new Pulsar DTS-i...

DTSi came out to be a good one with proper publicity advertisements and that too without any highly paid brand ambassadors. After this ad was successful Bajaj came out with a second ad wherein a man is shown performing various stunts on his DTSi Pulsar. Even this one was an outstanding one .

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HAT ARE THE IPR INVOLVED TO PROTECT THE BRAND

PATENT Technology:
1. DTSi : DTSi stands for Digital Twin Spark Ignition, a Bajaj Auto trademark. The DTSi idea is a simple one to understand - it involved usage of two spark plugs (instead of the usual choice of one) per engine cylinder. Bajaj Auto holds an Indian patent for the DTSi technology. However very few small capacity engines did eventually implement such a scheme in their production prototypes. This may be the case because the idea was perhaps not observed to yield any significant or noticeable performance benefit that could be justified against the additional investment of a n extra spark plug.

2. ExhausTEC : Bajaj gets patent for EshausTEC technology . "The Indian Patent Office granted Bajaj Auto a patent for its 'ExhausTEC' invention vide Patent No 231498 dated March 5, 2009. This grant was published in Patent Gazette, dated March 27, 2009. ExhausTEC stands for Exhaust Torque Expansion Chamber, a Bajaj Auto trademark. The technology involves use of a small chamber connected to the exhaust pipe of the engine to modify the back -pressure and the swirl characteristics, with an aim to improve the low-end performance of the bikes.

TRADEMARK: 1.Bajaj has used its logo as a Trademark

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2. The way of writi

Pul ar i a special font is also a Trademark.

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CBBE MODEL

Salience Talks about Brand awareness and ensure customers can recognize the brand and associate the brand with specific product class and need. It includes Brand Depth and breadth.

 Brand Depth: How likely the brand will spring to mind (recognition and recall) much the customer knows your brand when they hear about it.  Brand Breadth: It tells how well your brand can be use in different situations. In case of Bajaj Auto brand salience is high as brand recall is high. Customer easily recognizes Bajaj when they talk about two wheeler segment. Moreover their brand depth is strong so people easily recall their brand by listening to the slogan they use Hamara Bajaj . As far Brand breadth is concerned, this brand cannot be used in different situations as it only deals with two wheeler segment.
Performance

Meaning Establish meaning to the brand so that when customers think of the brand, they strategically link both tangible and intangible brand associations with the brand. The Company lives its brand by its values of Learning, Innovation, Perfection, Speed and Transparency. Bajaj will constantly inspire confidence through excitement engineering. Learning : Learning is how they ensure
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proactivity. Innovation : Innovation is how they create the future. Perfection : Perfection is how they set new standards. Speed and transparency is how they convey clear conviction . Moreover The "flying B" as it has been named represents style and technology. Bajaj has adopted a new tagline of "Inspiring Confidence". The Identity has a fresh new Blue color. This Blue represents stability and strength of this brand.
Imagery:

It includes user profiles, purchase and usage situations, personality and values, history, heritage and experiences. The Bajaj Group is amongst the top 10 business houses in India. Its footprint stretches over a wide range of industries, spanning automobiles (two -wheelers and three-wheelers), home appliances, lighting, iron and steel, insurance, travel and finance. The company has successfully changed its image from a scooter manufacturer to a two wheeler manufacturer. Its product range encompasses scooters and motorcycles. Its real growth in numbers has come in the last four years after successful introduction of a few models in the motorcycle segment. They target upper middle income segment an their brand personality for example for pulsar is cool, attitude, masculine and confident.
Judgment:

Responses Gauge customer responses to the brand identification and brand meaning. Brand judgments are personal opinions and evaluations about the brand. They found a positive experience in terms of comfort, affordability, style and supreme performance.
Feelings (strong and favourable):

Feelings dimensions includes warmth, fun, excitement, security, social approval, self-respect. Bajaj Auto is traditional brand with emotional connotation attached to it. Consumers take this brand as a secure and safe in terms of money as well as usage.
Resonance (intense and active):

Relationships Convert the brand response to create intense, active loyalty relationship between the customer and the brand. Bajaj used to convey the feeling of attachment and loyalty in its ads. With a punch line Hamara Bajaj Bajaj drove into everybodys hearts and the title song of Naye Bharat Ki Naye Tasveer added a great value to its mobikes and scooters.
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Questio

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1. Can you identify this brand by seeing this logo?

(a)

Yes

(b) No

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2. Which brand do you think is best in two wheeler segment? (a) HeroHonda (b) Bajaj (c) Yamaha
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(d) TVS
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3. How can you describe bajaj as a person?

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4. How was your experience with the brand bajaj? (a) Very Good (b) Good (c) Average (d) Poor

5. Which of the following factors will you consider important while purchasing Bajaj s bike? (a) Price (b) Mileage (c) Maintenance (d) Brand image

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6. What is your perception about brand Bajaj? (a) High Performance (b) Innovative (c) Sporty (d) Value for money

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BRAND EQUITY MEASUREMENT

Brand equity is the value of a brand deriving from customers and stakeholders consumption, endorsement and commitment for a brand. Brands are not the same as products. They cannot be copied, influence long -term customer relationships, are considered less functional and cannot be outdated. Brand Equity measures the attractiveness of the brand in the market and illuminates how consumer beliefs translate into purchasing Product Brand Equity: Their product Brand Equity is high as they have various range of products for different segments at different prices Customer Brand Equity: Their customer brand equity measurement also shows that customer have positive experience, brand awareness, loyalty and stronger competitive position.

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Conclusion
After doing this analysis we can conclude that Bajaj Auto has successfully changed its brand positioning from being a scooter manufacturer to a motorbike manufacturer in two wheeler segment. Their commitment towards high performance shows that their brand equity is relatively high as compare to other competitors. Customers perception towards Bajaj is positive with high Brand Recall and recognition. Success of brand pulsar justified this statement. Their present strategy is mainly focused on two segments i.e. Commuter segment & Sports segment. In future they are planning for product extension by entering into four wheeler segment.

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Bibliography
www.indiaprwire.com/pressrelease/auto www.2wheelsindia.com/2006/11/new-bajaj-pulsar-200-cc-picsimages www.2wheelsindia.com/2006/12/bajaj-pulsar-200-cc-dtsi www.scribd.com/doc/12751786/Bajaj- ard-Copy www.vicky.in/straightfrmtheheart/pulsar-200cc-versus-new-karizma
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