GROUP 2

PRATIYUSH KUMAR(146)SURUCHI SHARMA(170)SHAFALI JAIN(104)ENA CHABBRA(77)DIPIKA BEDI(253)GOURAV AGARWAL(136)

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Introduction.• Bajaj Fans is the third largest player in India-

recently launched air circulators, heavy duty exhaust fans , pumps and motors

• Electric fans is high market penetration product category.

• Stagnant growth rate during 1990-2002

• Domestic market size in India is around 20 million units.

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Brief Insight • Advertisement

• Good dealer network

• Low cost

Bajaj also has a very strong all India logistics with a round 20 Branches and a strong after sales service infrastructure with around 200 Service Franchisees and a good synergy of its appliance s product line in channel

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Market segmentation

The Fan industry has the following Product based segmentation and shares:

Ceiling Fans - 70 per centTable/ Wall / Pedestal (TPW) Fans - 20 per centFreshair Fans - 10 per centPrice, quality and aesthetics

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Marketing direction

Understanding consumer

Meeting the consumers stated n unstated needs.

Right product at right price

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THE BRAND POSITIONING..

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• Imperative to have a differentiation on a set of customers in each segment.

• Existence of products segments:

Brand architecture :

TPWFRESHAIR

FANS

Largely necessitated by the desire to meet the customer needs

Table

pede

stal

wall

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CONT…• Company decided to launch sub-brands under

the mother brand BAJAJ.

• It was to target each of the customer segments –segmented on the basis of price .

• Role of sub-brands was to create differentiations in minds of consumers.

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CONT….architecture• Segmented on the basis of price-launched a

range of TPW and exhaust fans

PREMIUM

ECONOMY

SUB-ECONOMY

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SUB-BRANDS…BRANDS

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POSITIONING OF MOTHER BRAND-BAJAJ FANS• KEY CONSUMER INSIGHTSLow involvent category

Belief- the fan that moves the fastest gives max. air in turn cooling

Bajaj fans decided to capitalize on this core category.

Hence decided to position the umbrella brand range as “ subse Tez ”. 13GROUP--2 SECTION---C

NDIM

KEY ELEMENTS OF MARKETING STRATEGY..

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Product strategy

products

freshair

TPW

disney

ceiling

industrial

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Product strategy(cont..)

High quality decorative fans

Fans in economy segment

Basic products for sub-economy segment

RPM increased from 330 to 400

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Pricing strategy

Competitive pricing strategy

Economy & premium class at Rs1000 & 1200 resp.

Sub economy at less than Rs900

Focus on bottom of pyramid mass market

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Packaging strategy

Carton theme—”elements of nature”

Air business—”moving clouds” theme

Posters, shop boards etc

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PROMOTION STRATEGYTelevision as the main media.

Increased brand visibility at the market place.

Publicity.

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DISTRIBUTION STRATEGYChange in the distribution strategy.Separate network for the sub-economy fans.Dealers loyalty..Dealer meets.

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PEOPLE STRATEGYChange in leadership.Implemented KPI’s.Implemented new performance incentive schemeImplemented new performance appraisal process.New reward and punishment system.

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Conclusions

• Substantial success

• Sterling Performance

• Fans team has set an example for the rest of the company to follow and emulate

• New customers year after year

• Brand looks to the future with renewed hope, optimism and confidence

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The Results Achieved

• Distribution Network

• Sales Performance

• Profit Performance

• Publicity Spends

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• Market ResearchProduct valueProduct demandCompetition

‘’Effective actions according to fluctuation in market’’

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Market Analysis

Effective use of man power Incentives No commission

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THANK YOU…….