Bajaj Caliber New Final

44
Project Report On MARKETING MIX PLAN FOR BAJAJ CALIBER Submitted To: Maharaja SurajMal Institute Submitted by: MAYR GPTA BBA 3 rd  Semester Enrolment No: B/MSBB/29640 MA!ARA"A SRA"MAL INSTITTE C-4, JANAK PURI NEW DELHI AFFILIATED BY: GGSIPU UNDER THE GUIDANCE OF MR. ANURAG MITTAL 

Transcript of 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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