Bajaj Auto Limited

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-TiTans
5/19/12

Flow

Introduction Portfolio

Product Pulsar

Discover RE-Rickshaw Evolution Future

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Introduction
Indians

Largest 2-wheeler and 3-wheeler Company Group founded in 1926 by Sh. Ganshyam Das Bajaj Auto started on Nov 29 , 1945 as M/s Bachraj Trading Corporation ltd. Sales worth Rs. 88.11 Bn capacity 3.96 Mn per year
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Bajaj

Bajaj

Net

Production Has

tie up with many international players

Time Line

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Product Portfolio ( 2-Wheeler)

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Product Portfolio (3-Wheeler)

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Product Life Cycle

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BCG Matrix

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Bajaj Pulsar
Launched Pulsar

in 2001

is the leader in the 150 cc + segment in India share of 43% in 180 , 200 , 220 variant Line : Definitely Male

Market Tag

Comes

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Positioning : Pulsar

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Key Competitors
Apache Hunk

(TVS) (Hero

(Hero Honda )

Karizima

Honda )

CBZ

(Hero Honda ) (Yamaha)

Fz-16

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Brand Positioning Statement

DEFiNiTELY MALE
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Bajaj Discover
Launched Highest Comes Tag

in 2004

selling 125 cc bike in India

in 100cc and 135 cc variants

line Last Temptation Brand to have a Brand Ambassador

Only

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Positioning : Discover
Style

with Performance as a fuel efficient bike.

Positioned

Discover

a bike for each segment of people.

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Discover Competitors

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Brand Positioning Statement

A man can resist anything but Temptation

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Passenger Vehicle (RE )

First

launched in 1977 as Tuk-Tuk. in Domestic Market

Known

Dominant

Market Share 63% presence in International Market Present in an Eco-Friendly Variant

Strong Also

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Positioning : RE - Rickshaw
No

Evident promotional campaign. pan India presence. Supply chain.

Strong

Strong

Monopoly
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RE Competitors
TVS Mahindra Piaggio

& Mahindra

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International Presence

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Evolution of Bajaj Auto - 90s

Brand

Image : HAMARA BAJAJ Brand : Chetak

Flagship

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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. its position in ungeared segment. on JVs for techno needs.

Strengthen

Concentrate Look

to expand their base outside further. It already had a strong presence in Africa and South Asian Countries. on Blue Ocean of Second hand Bike Market . Launch its new Low Cost Car.
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Concentrate

Aggressive Focus

on Easy Credit Lending - In the present

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