Bajaj Caliber New Final
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Project Report
On
MARKETING MIX PLAN
FOR
BAJAJ CALIBER
Submitted To:
Maharaja SurajMal Institute
Submitted by:
MAYR GPTA
BBA 3rd Semester
Enrolment No: B/MSBB/29640
MA!ARA"A SRA"MAL INSTITTE
C-4, JANAK PURI NEW DELHIAFFILIATED BY: GGSIPU
UNDER THE GUIDANCE OF
MR. ANURAG MITTAL
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Content
ACKNOWLEDGEMENT
EXECUTIVE SUMMARY
INTRODUCTION
OBJECTIVES
RESEARCH METHODOLOGY
LIMITATIONS
SWOT ANALYSIS
MARKETING MIX PLAN
• Segmentation
• Targeting
• Positioning
• Product
• Price
• Promotion
• Place
RESULTS
CONCLUSION
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BIBLIOGRAPHY
ACKN!WLEDGEMENT
This project report will remin incomplete nd will not h!e
"een possi"le witho#t the help o$ these contri"#tors%
&irst o$ ll' ( e)press m* thn+s to Mr# Anura$ Mittal $or his
in!l#"le ,#idnce nd s#pport%
( m e)tremel* inde"ted to respected Mr# S#L# Gupta%
!O& -BBA. o$ MS( $or their !l#"le ,#idnce%
( m !er* thn+$#l to m* prents $or their s#pport%
&inll*' ( thn+ od who helped me to complete m* project
s#ccess$#ll*%
"M#$%& G%'t#)
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!BJECTI(ES
1. To study the general business environment of Bajaj
Auto Ltd.
2. To identify the markets available for Bajaj Auto
Ltd.
3. To Deide on a viable !rodut !ortfolio.
". To give a lean diretion to the !romotional
Advertising ageny.
#. To give !riing indiations$ e%!laining ho& our
!rie om!are &ith those of others in the market
and justify one !osition.
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LIMITATI!NS
1. The !rimary data olleted is restrited to only one
om!any in 'e& Delhi.
2. The seondary data is limited to the artiles in
maga(ines$ ne&s!a!er and &eb sites.
3. The res!onses to the ustomer uestionnaire may
have been biased.
". The res!onses to the industrial uestionnaire may
have been biased.
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RESEARCH METH!D!L!GY
*esearh in ommon !arlane refers to a
searh for kno&ledge. The !ur!ose of researh
is to disover ans&ers to uestions though the
a!!liation of sientifi !roedures. +n short
researh is art of sientifi investigation.
*esearh methodology refers to the tools
and methods used for obtaining information for
the !ur!ose of the subjet under study.
The methodology follo&ed for the !ur!ose
of finding ustomers res!onse &as *andom
sam!le survey.
DATA S!URCES
• The data &as olleted from !rimary as &ell as
seondary soures.
• The !rimary data &as olleted through intervie&s
&ith the managers et.
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• ,eondary data &as olleted from artiles in various
maga(ines and ne&s!a!ers and &eb sites.
RESEARCH APPR!ACH
The a!!roah ado!ted &as a survey &ith the
ustomers visiting the sho& room. -om!anys serviing
entre of Delhi and intervie& session &ith management
of the om!any.
RESEARCH INSTRUMENT
The researh instrument used &as a strutural
uestionnaire.
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SAMPLING PLAN
,am!ling /nit0
1. +t onstituted of !eo!le in the age grou! of 2 and
above.
2. +nome grou! of 1$ and above !er month.
S#)'*+n P&oe%&e: The sam!ling !roedure
ado!ted &as onveniene sam!ling beause of the &ide
so!e of the !rojet.
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RESULTS
Co)'#n$:
• rom our survey &e found out that the om!any
!rodues a!!ro%imately 1$11$ vehiles !er month.
ut of &hih they sales 4$ motor yles !er
month.
• The om!any has more demand of its !rodut in
&estern region.
+n '-* Delhi the om!any sales around 15 motor
yles 6-aliber) in a month.
• The om!any has 13 regional offies throughout +ndia
out of &hih 7 ontains training entres.
• The main objetive of these offies is to !ay em!hasis
to human resoure develo!ment and !rovide good
servies to its ustomers.
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C%to)e&:
The results from ustomer survey are as follo&s0
1. -ustomers !refer beause of its fuel effiieny.
2. -ustomers !refer beause of its !erformane.
3. -ustomers !refer beause it is a 8alue added
!rodut.
". -ustomers also !refer beause it is stylish.
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PR!M!TI!N
or !romotional ativities the om!any s!onsors rural
and urban events and !artii!ate in various trade fairs
et.
The om!any has 1 rore ru!ees for its !romotional
ativities out of &hih 7#9 is s!onsored by the
om!any and 2#9 from the dealers.
They may sign a elebrity for its !romotional ativities
in reent futures.
The om!any !rovides si% free servies to its ustomers
in om!arison to its om!etitors.
The om!any !rovides good servies failities to its
ustomers through dealers servie station.
Dealers enourage its ustomers by giving disount$
!roviding 9 interest loan shemes$ !ries$ ou!ons
et.
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SEGMENTATI!N
De)o&#'/+ Se)ent#t+on
• Ino)e: ur ustomer survey indiates that the
segments available for the Bajaj motor bike are the
!eo!le &ith monthly inome of *s. 1$ and
above.
• Ae: The main segmented grou! for the motoryle
are 15 years and above.
• !%'#t+on: All kinds of !eo!le are taken into
aount. ,tudents$ !rofessionals$ :ovt. servants$
et.
Geo&#'/+ Se)ent#t+on: The !otential ustomers
for the Bajaj motor yle are basially from every
regions of +ndia.
P$/o&#'/+ e)ent#t+on: ;eo!le !urhasing
Bajajs bikes are very stylish$ brand onsious.
Be/#0+o&#* e)ent#t+on: This segmentation is done
onsidering user status$ benefit &ise.
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P!SITI!NING
The image that Bajaj reates in the mind of the
ustomers is the faith. The add sho&n by it says
<=A>A*A BA?A?@. That means its a member of the
+ndian family. +t re!resents the +ndian ulture and
soiety.
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TARGETING
The !ro!osed targeting !eo!le in the age grou! of
15 years and above &ith a monthly inome of *s.
1$ and above$ &ho are adventurous$ enthusiasts
and soiali(ing and &ho are either students or retired
individuals or may be em!loyed as !rofessionals$
government servants or having their o&n business$ but
mostly male.
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PR!DUCT
The !rodut offer a servie to the ustomers so as
to satisfy their need. +ts having four stroke$ single
ylinder$ natural air ool. The dis!laement of the
engine is 111.4 .. =aving the engine !o&er of 7.7
bh! at 7 r!m it (oom !ass in front$ on the road.
+n Augmented benefit$ the bike is having a
hydrauli dis brake in front &heel. <lash@ is an added
feature in the bike$ &hih hel!s in ase of overtaking
et.
The !rodut is !erfetly designed and all the s&ith
are &ell !laed$ &hih !rovides a good riding ondition.
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INTR!DUCTI!N
The Bajaj grou! ame into e%istene during the turmoil
and the heady eu!horia of +ndias freedom struggle.
?amnalal Bajaj$ founder of the Bajaj :rou!$ &as a
onfidante and disi!le of >ahatma :andhi$ and &as
dee!ly involved in the effort for freedom. The integrity$
dediation$ resourefulness and determination to
sueed &hih are harateristis of the om!any today$
are often traed bak to its birth during those long days
of relentless devotion to a ommon ause.
amalnayan$ the eldest son of ?amnalal Bajaj$
sueeded his father in 1"2$ at the age of t&entyC
seven. ;utting the 'ation before business$ he devoted
himself to the latter only after +ndia ahieved
inde!endene in 1"7. But &hen he did so$ he !ut his
heart and soul into it. ithin a short &hile$ he not only
onsolidated the grou!$ but also diversified into various
manufaturing ativities$ elevating the :rou! to the
status it enjoys till this day. *ahul Bajaj today heads
the grou!. =e has been the -hief E%eutive ffier of
Bajaj sine 145 and is reognised as one of the most
outstanding business leaders in +ndia. As dynami and
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ambitious as his illustrious !redeessors$ he has been
reognised for his ahievements at various national and
international forums. The aluj !lant inaugurated by
the erst&hile ;resident of +ndia ,hri :iani Fail ,ingh.
Bajaj is urrently +ndias largest t&o and threeC&heeler
manufaturer and one of the biggest in the &orld. Bajaj
has long left behind its annual turnover of *s. 72 million
6145)$ to urrently register an im!ressive figure of *s.
"2.14 billion 6/,G 34 million).
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!%& P/+*oo'/$:
• e a!!roah our res!onsibilities &ith ambition and
resourefulness.
• e organise ourselves for a trans!arent and
harmonious flo& of &ork.
• e res!et sound theory and enourage reative
e%!erimentation.
• And &e make our &ork!lae a soure of !ride.
We Be*+e0e In:
• T&#n'#&en$: a ommitment that the business is
managed along trans!arent lines.
• F#+&ne: to all stakeholders in the -om!any$ but
es!eially to minority shareholders.
• D+*o%&e: of all relevant finanial and nonCfinanial
information in an easily understood manner.
• S%'e&0++on: of the -om!anys ativities by a
!rofessionally om!etent and inde!endent board of
diretors.
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M+*etone:
C#*+1e& )oto&$*e not/e %' 233,333 #*e +n
&eo& t+)e o 25 )ont/.
?une 7thC a&asaki -aliber *oll out of 8alufC ?uly 2#thC
Legend$ +ndias first fourCstroke sooter roll out of
Akurdi. tober 15C ,!irit launhed. The Bajaj ,u!er
E%el is introdued &hile Bajaj -elebrates sale of its ten
millionth vehile.
Inte&n#t+on#* )#&6et+n:
Based on our o&n brand of globali(ation$ &e have built
out distribution net&ork over 4 ountries &orld&ide
and multi!lied our e%!orts from 1 !erent of total
turnover in isal 15C to over # !erent in fisal
14C7. The ountries &here our !roduts have a large
market are Argentina$ -olombia$ ;eru$ Bangladesh$ ,ri
Lanka$ +taly$ ,&eden$ :ermany$ +ran and Egy!t. Bajaj
leads -olombia &ith 4# !erent of the sooter market$
in /ruguay &ith 3 !erent of he motoryle market
and in Bangladesh &ith # !erent of the threeC&heeler
market vehile.
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!t/e& Ino&)#t+on:
• ne million vehiles &ere !rodued and sold in this
finanial year.
• ;rodution ommenes at &aluj$ Aurangabad in
reord time of 14 months.
• Bajaj auto ahieves !rodution and sales of
1$ vehiles in a single finanial year.
• Bajaj Auto rolls out its 1$ the vehile.
• Bajaj Auto obtains liense from the :overnment of
+ndia to manufature t&o and threeC&heelers.
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Ree#&/ #n De0e*o')ent:
Bajaj Auto has huge$ e%tensive and very &ellC
eui!!ed *esearh and Develo!ment &ing geared to
meet t&o ritial organisational goals0 develo!ment of
e%iting ne& !roduts that antii!ate and meet
evmerging ustomer needs in +ndia and abroad$ and
develo!ment of eoCfriendly automobile tehnologies.
hile the man!o&er strength of the * H D re!resents
rossCsetion of inCde!th design and engineering
e%!ertise$ the om!any has also been investing
heavily in the latest$ so!histiated tehnologies to
sale do&n !rodut develo!ment lifeyles and
enhane testing a!abilities. Bajaj Auto * H D also
enjoys aess to the s!eiali(ed e%!ertise of leading
international design and automobile engineering
om!anies &orking in s!eifi areas.
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C!NCLUSI!N
• ur findings reveals that there is a great amount of
market !otential for bikes in '-* of Delhi.
• The findings also reveals that it is a om!etitive
market$ so the innovation theory is al&ays
a!!reiable.
• As it is a s!eiality goods. ,o the ustomer needs
time to study the !rodut as a &hole in res!et to its
!erformane$ effiieny et. so the staff should be
&ell trained.
• The om!any should enourage more dealers &ho
&ould give more em!hasis in servies of the !rodut.
+t &ill be easy for the ustomers &hen reuired.
• Above all the image of the !rodut is that its is a
<value added !rodut@ and it has <value for money@.
+t re!resents the +ndian ulture IIII
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pro'uction chart o( )A"A"
61
221
431
91
99
999
9900
000
*STOMER SR+EY REPORT
321
461
41
1
20 5 BE78
2030
3040
40 5 AB7E
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PLACE
• There are about 12 regional offies loated in major
ities through out the ountry.
• There are more than 1 dealers through out the
ountry.
• or the !rodut distribution the om!any distributes
its !roduts through authori(ed dealers.
• The variety !roduts are easily available in
sho&rooms.
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PRICES
;rie fator has very &ell been touhed by the
manufatures. The manufatures 6Bajaj) are harging
*s. "#$ a!!ro%. The !riing strategy of the om!any
is very set. They !rie their !rodut aording to the
ost of !rodution and also by kee!ing an eye on the
!rie of the om!etitors of that segment H demand of
the !rodut in the market.
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SW!T ANALYSIS
St&ent/:
+t is a s!eialty good.
+t is a high involvement !rodut.
+t is a durable goods.
ell eui!!ed and trained staff.
We#6ne:
nly " servie station in '-* Delhi.
*egional offie should be loated in mid of Delhi.
'o !romotional ativities by elebrities.
!''o&t%n+t$:
,ine it is the seond leading om!etitor it has
hane to gro&.
=igh gro&th rate of the industry.
Enouragement of innovation theory.
T/&e#t:
The main threat is from the leading om!etitor.
Entry of oreign motors bikes in the market.
Threat of seond hand motoryles.
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PRI*E LIST OF )A"A",s IN IN&IA
BAA A;T7 &elhi Mu-.ai *hennai Kol/ata
S;NN< 2000 2=00 20000 20=00
S>(?(T 2=000 23000 2=000 2=000
M0 2=000 22000 24000 24000
B?A7 3000 29000 29000 30000
S;>E? 2=000 26000 2==00 2=000
@ETA 26000 2000 2=000 26000
EENC 3=000 33000 34000 3=000
A8ASA(@A(BE?
42000 4000 39000 4000
A8ASA(E(M(NAT7?
000 000 =00 000
B7DE? 3=000 34000 33000 34000
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H+to&+#* In%t&$ De0e*o')ent
+ndia is the seond largest manufaturer and !roduer
of t&o &heelers in the &orld. +t stands ne%t only to
?a!an and -hina in terms of the number of t&oC
&heelers !rodued and domesti sales res!etively.
This distintion &as ahieved due to variety of reasons
like restritive !oliy follo&ed by the :overnment of
+ndia to&ards the !assenger ar industry$ rising demand
for !ersonal trans!ort$ ineffiieny in the !ubli
trans!ortation system et.
The +ndian t&o &heeler industry made a small
beginning in the early #s &hen Automobile ;roduts of
+ndia 6A;+) started manufaturing sooters in the
ountry. /ntil 1#5$ A;+ and Enfield &ere the sole
!roduers.
+n 1"5$ Bajaj Auto began trading in im!orted
8es!a ,ooters and threeC&heelers. inally$ in 14$ it
set u! a sho! to manufature them in tehnial
ollaboration &ith ;iaggio of +taly. The agreement
e%!ired in 171.
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+n the initial stages$ the sooter segment &as
dominated by A;+$ it &as later overtaken by Bajaj Auto.
Although various government and !rivate enter!rises
entered the fray for sooters$ the only ne& !layer that
has lasted till today is L>L.
/nder the regulated regime$ foreign om!anies
&ere not allo&ed to o!erate in +ndia. +t &as a om!lete
seller market &ith the &aiting !eriod for getting a
sooter from Bajaj Auto being as high as 12 years.
The >otoryles segment &as no different$ &ith
only three manufaturers vi( Enfield$ ideal ?a&a and
Esorts. hile Enfield bullet &as a four stroke bike$
?a&a and the *ajdoot &ere t&oCstroke bikes. The
motoryle segment &as initially dominated by Enfield
3# bikes and Esorts 17# bike.
The t&o &heeler market &as o!ened to foreign
om!etition in the midC5s. And the then market
leadersC Esorts and Enfield &ere aught una&are by
the onslaught of the 1 bikes of the four +ndoC
?a!anese joint ventures. ith the availability of fuel
effiient lo& !o&er bikes$ demand s&elled$ resulting in
=ero =onda then the only !roduer of four stroke bikes
61 ategory)$ gaining a to! slot.
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The first ?a!anese motoryles &ere introdued in
the early eighties. T8, ,u(uki and =ero =onda brought
in the first t&oCstroke and four Jstroke engine
motoryles res!etively. These t&o !layers initially
started &ith assembly of -D kits$ and later on
!rogressed to indigenous manufaturing. +n the s the
major gro&th for motoryle segment &as brought in by
?a!anese motoryles$ &hih gre& at a rate of nearly
2#9 -A:* in the last five years.
The +ndustry had a smooth ride in the #s$ 4s and
7s &hen the :overnment !rohibited ne& entries and
stritly ontrolled a!aity e%!ansion. The industry sa&
a sudden gro&th in the 5s. the industry &itnessed a
steady gro&th of 1"9 leading to a !eak volume of1.mn vehiles in 1.
The entry of ineti =onda in midCeighties &ith a
variometri sooter hel!ed in !roviding ease of use to
the sooter o&ners. This hel!ed in induing youngsters
and &orking &omen$ to&ards buying sooters$ &ho
&ere earlier inlined to&ards mo!ed !urhases. +n the
s$ this trend &as reversed &ith the introdution of
sooterettes. +n line &ith this$ the sooter segment has
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onsistently lost its !art of the market share in the t&oC
&heeler market.
+n 1$ the entire automobile industry sa& a
drasti fall in demand. This resulted in a deline of 1#9
in 11 and 59 in 12$ resulting in a !rodution loss
of ." mn vehiles. Barring =ero =onda$ all the major
!roduers suffered from reession in K3 and K".
=ero =onda sho&ed a marginal deline in 12.
The reasons for reession in the setor &ere the
inessant rise in fuel !ries$ high in!ut osts and
redued !urhasing !o&er due to signifiant rise in
general !rie level and redit runh in onsumer
finaning. ators like inreased !rodution in 12$
due to ne& entrants ou!led &ith the reession in the
industry resulted in om!anies either re!orting looses or
a fall in !rofits.
+ndia is one of the very fe& ountries
manufaturing threeC &heelers in the &orld. +t is the
&orlds largest manufaturer and seller of threeC
&heelers.Bajaj Auto ommands a mono!oly in the
domesti market &ith a market share of above 59$
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the rest is shared by Bajaj Tem!o$ :reaves Ltd and
,ooters +ndia.
The total number of registered t&o &heelers and
threeC&heelers on road in +ndia$ as on >arh 31$ 15
&as 27.mn and 1.7mn res!etively. The t&o &heeler
!o!ulation has almost doubled in 14 from a base of .
4mn in 1.
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TW!- WHEELERS MARKET SHARE
The auto t&oC&heeler segment has been &itnessing a
mi%ed trend in year 21C2. During the first seven
months$ the sooter volumes di!!ed and there &as a
sudden s!urt in the motoryle sales. =o&ever there
&as some deviation from this trend during tober 21
&hen the sooter sales stated !iking u! due to launh
of ne& variants by Bajaj Auto Ltd.$ But on the &hole the
motoryle market ontinued to !ro! u! domesti 2C
heelers sales &hereas sooters and mo!ed sales
maintained their do&n&ard trend in fisal 22.
The sales of motoryle segment remained buoyant in
De 21 and the major three !layers have re!orted an
average gro&th of ##9 in their sales volumes. Bajaj
Auto Ltd. =as been the out!erformed in the motoryle
segment follo&ed by =ero =onda >otors Ltd. And T8,
>otor -om!any Ltd. 6formed after the breakCoff &ith
,u(uki >otor -or!oration$ ?a!an)
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Table belo& sho& the om!arative gro&th rates in the
t&oC&heeler sales for Deember 210C
,ales 6/nits)
De
21
'ov
21
De
2
9
:ro&th
6monthly
)
9
:ro&th
yCoCyM
Bajaj Auto
Ltd.
Total 112$43" 11$13
#
75$
2
6#."7) ""."
>otoryl
e
42$37 #5$"1# 33$71
5
4.75 5#
,ooters
6geared)
25$434 2$75# 22$2"
4
63.45) 25.7
=ero
=onda
>otors
Ltd.
>otoryl
e
122$" 13"$2#
7
53$41
#
65.7#) "4.#
T8, >otor
om!any
Ltd.
Total 73$2# 7$"2 44$31
67.5") 1.#
>otoryl
e
"3$22 "$# 3$5#
4.72 "
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ith the &ho!!ing 5#9 gro&th in the motoryle sales
Bajaj Auto Ltd. +s the seond biggest manufaturer of
motoryles.
The om!anys reent indigenous launh in "Cstroke
segment vi(.N the 1#O15 P;ulsar has been the
major ontributor to motoryle sales along&ith its
other !o!ular models suh as Bo%er P$ -aliber -roma
et. the om!any is also refousing on sooter sales and
has launhed the 1# PLegend 'QT2 and "Cstroke
version of P-hetak reently. BAL aims to reah a target
of .4 million units by the end of fisal 21C2.
=ero =onda has !osted a negative sales gro&th of
5.7#9 from last month 'ovember 21 &hih is
attributed to lo&er registrations for ne& !urhases by
the ustomers in the last month of the year. ith the
rising rural demand the om!any is o!timisti of
reahing the sales target of 1." million units for the
finanial year ending >arh 21C2.
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9UESTI!N5: hat media affeted your !referene the
mostS
The ustomer !referene is mostly affeted by television
advertisements .
*D >/T= 33TELE8+,+' 44;*+'T >ED+A 1DEALE* E*T,
0OR& OF MOT!
TELE+ISION
PRINT ME&IA
&EALERS EFFOR
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9UESTI!N0 hat tehnologial features made you to
!refer BA?A? -AL+BE* S
BA?A? -AL+BE*, mileage is !referred most by the
ustomers
=EAD LA>; ;E* E-'>K >DE 37
>+LEA:E ";E*E-T BALA'-E 1"
PO0ER E*ONOMY
MO&E
MILEAGE
PERFE*T )ALAN*
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9UESTI!N;: =o& many !oints &ill you give to BA?A?
-AL+BE* out of # on basis of its mileage S
>ost of ustomers have given # out of # !oints to BA?A?
-AL+BE* on basis of its mileage
1 2 3 " 7# 3
1
2
3
4
5
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9UESTI!N<: =o& many !oints &ill you give to BA?A?
-AL+BE* out of # on basis of its handling and omfortS
>ost of ustomers have given # out of # !oints to BA?A?
-AL+BE* on basis of its handling and omfort
9UESTI!N=: Did !rie affet your !refereneS
1 2 3 " # 1
1
2
3
4
5
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9UESTI!N>: hat mode of !ayment did you !referS
#19 of ustomer !refer finaning and "9 !refer ash
!ayment
-A,= "+'A'-E #1
*AS!
FINAN*E
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