Bajaj Auto Ltd: Brand AuditPresented By:Ankit Mishra Ankur Gupta Gaurav Seth Kunal Gupta Roshan Nahata

Video of hamara bajaj ad

Started in 1945 as M/s Bachraj Trading Corporation Pvt. Ltd.

In 1960, BTCL was renamed Bajaj Auto Ltd. (BAL) and the company went public. The same year, it entered into a technical collaboration with Piaggio for the manufacture of scooters.

1972: Bajaj Chetak

1985: Hero Honda CD100

1994: Splendor and decline of Bajaj

2001: Pulsar changed everything

2010: Bajaj going for 1lac car Increased stake in KTM bikes, going to launch KTM 200cc

Points of Parity Engine capacity(100- 220 cc) Power(bhp) No. of Service centres

Points of Difference Performance Brand heritage Racing gene

Evolution of Bajaj Auto - 90sy Brand Image : HAMARA BAJAJ y Flagship Brand : Chetak

12

2/10/2011

Rebranding of Hamara Bajaj

13

2/10/2011

The Flying

14

2/10/2011

Product Portfolio ( 2-Wheeler)

Two Wheelers

Entry Level

Mid Level

Peformance

Platina 100cc & 125 cc DTSi

Kristal DTSi

XCD 135 cc DTSi

Discover 100cc & 135 cc DTSi

Pulsar 150, 180, 200 & 220 cc DTSi

Avenger 200 DTSi

15

2/10/2011

Bajaj Pulsary Launched in 2001 y Pulsar is the leader in the

150 cc + segment in India y Market share of 43% y Tag Line : Definitely Male y Comes in 180 , 200 , 220 variant

16

2/10/2011

Positioning : Pulsar

17

2/10/2011

Key Competitorsy Apache (TVS) y Hunk (Hero Honda ) y Karizima (Hero Honda ) y CBZ (Hero Honda ) y Fz-16 (Yamaha)

18

2/10/2011

Brand Positioning Statement

DEFiNiTELY

MALE19 2/10/2011

Pulsar in popular culturey Bajaj Pulsar MTV Stunt Mania was popular among the youth y It was supposed to be the answer to Hero Honda Roadies y Promoted Pulsar 220 DTS-i

Bajaj Discovery Launched in 2004 y Highest selling 125 cc bike

in India y Comes in 100cc and 135 cc variants y Tag line Last Temptation y Only Brand to have a Brand Ambassador

21

2/10/2011

Positioning : Discovery Style with Performance y Positioned as a fuel

efficient bike.y Discover a bike for each

segment of people.

22

2/10/2011

DISCOVER COMPETITORS

100 cc CD Dawn Splendor Start City Passion Plus

125 cc Super Splendor Glamour Flame

135 cc Glamour Ambition

23

2/10/2011

Brand Positioning Statement

A man can resist anything but Temptation24

2/10/2011

Competitors

TVS Motorsy Manufactures a wide range of two-wheelers from mopeds to

racing inspired motorcycles y Motorcycles (Apache, Flame, Jive, StaR City, Sports, Centra, Fiero, Victor) y Variomatic Scooters (TVS Wego, Scooty Streak, Scooty Pep+, Scooty Teenz) y Mopeds (TVS XL Super, TVS XL Heavy Duty)

Strategyy TVS Motor focuses mainly on rural market and entry-level

segment y Position themselves in the 100 cc segment y They also have two major niche segments the Apache segment and the Scooty segment

Hero Honday Largest two wheeler manufacturer in the world y Product portfolio:

Hero Honda CD-dawn Hero Honda CD-Deluxe Hero Honda Splendor Plus Hero Honda Splendor Pro Hero Honda Splendor NXG Hero Honda Passion Plus Hero Honda Passion Pro

Hero Honda Super Splendor Hero Honda Glamour Hero Honda Achiever Hero Honda CBZ Xtreme Hero Honda Hunk Hero Honda Karizma Hero Honda Pleasure

Strategyy Building a robust product portfolio across categories y Exploring new markets y Aggressively expanding the network y And continuing to invest in brand building activities

Yamahay Made its foray comparatively very early in the Indian markets y Product Portfolioy y y y y y y y y

Yamaha Crux Yamaha Alba Yamaha G5 Yamaha Gladiator Yamaha YZF Yamaha MT Yamaha Fazer Yamaha SZ Yamaha YBR

Strategyy Present in quite a lot of segments y Cater to a large group of Indian population

Mahindra & Mahindray New kid on the block y introduced the Flyte as its first two-wheeler offering in April

2009. y Product offering includesScooters: Rodeo Duro Flyte Kine

Bikes: Stallio

Going Forwardy Mahindra Two Wheelers plans to market a range of scooters,

value engineered motorcycles and high-end motorcycles y The product profile will range from top end motorcycles to entry level bikes y The range will also have a variety of scooters fulfilling different needs

Honday Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI) came to

the Indian shores in 2004 with the launch of the sleek Honda Unicorn y Product Portfolioy Honda Shine y Honda Unicorn y Honda Eterno y Honda Dio y Honda Activa y Honda Twister

Strategyy Seeks to invest heavily in HMSI y Trying hard to differentiate itself from Hero Honda and

hence investing in innovative technology y Have been well received in the Indian markets

M E N T A L

M A P

ImageDefinitely Male Indian Macho

PeopleMasculine Youngsters/Stu dents Middle/UpperMiddle Class

NegativeNo Exclusivity Limited Choice

EventsRoad shows Stunt Mania Free check up camps

Performanc eAffordable Value for Money Low Maintenance

Stylish Design, Reliable Performance at an Affordable Price

CBBE PYRAMID

Value for Money

Resonance

High Quality, Stylish Economical, Reliable

Judgments Performance

Feelings Imagery

Exciting and Thrilling Contemporar y and Masculine

Salience

High brand Awareness

RESEARCH INTERPRETATIONS

GENDER MIX OF THE RESPONDENTS

33%

67%

Male Female

The majority of respondents were male.

AGE PROFILE OF THE RESPONDENTS42

45 40 35 30 25 20 15 10 5 0

12 335

Majority of the respondents belonged to the 18-29 bracket.

OCCUPATIONAL PROFILING3030 25 20 15 10 5 0

20 10

Student

Business

Service

A majority (50%) of them were students while the rest of them were respondents belonging either to the service or the business class.

When you think of a motorbike, which is the first brand that comes to your mind?3% 30% 34%Bajaj Hero Honda TVS

8% 25%

Yamaha Other

Bajaj hence commands a top of mind recall reflecting that the communication initiatives are bearing the intended results.

Which of the following Brands are you aware of?60 60

59

58

Bajaj Pulsar

Hero Honda CBZ

TVS Apache RTR

Yamaha R15

Awareness levels of all the brands are same. Hence the fight to reach the consideration set of the consumers wont be that difficult for the players in the fray.

Do you perceive Bajaj Pulsar as a Male or a Female Personality?3

Male Female

97

The DEFINITELY MALE campaigns success stands corroborated via the above response.

Which of the following product lines from Bajaj are you aware of?60

52

48

50

45

40

30

25

20

10

0

Discover

Platina

Avenger

Ninja

The awareness levels of the respondents were satisfactory for all the brands barring Ninja.

RECOMMENDATIONS

To which of the following attributes do you associate Bajaj with?45 54 58 60 58 55 52 53

The highest responses are for the attributes that have been stressed upon in most of Bajajs adverts again highlighting the strength/success of its brand communications.

With which animal would you associate Bajaj with?17% 25%

Unicorn Leopard

17% 41%

Digitally powered animal Lion

A majority of the respondents associate it with a digital being which accentuates its phenomenal technological prowess.

Have you heard of Pulsar MTV StuntMania?

33% Yes 67%

Pulsar has been successful in associating itself with relevant events and shows. Also the awareness levels of its sponsorships are high too.

Are you ready to shell out Rs. 1 lakh and above for a premium bike from the stable of Bajaj?33% Yes No

67%

The market it seems either is still not ready to accept the offering or sees the competitive offerings as better value for money.

Thank You