BAJAJ Marketing Mix-MBA Project Report-prince Dudhatra

8/6/2019 BAJAJ Marketing Mix-MBA Project Report-prince Dudhatra

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An Industrial visit report

On

BAJAJ AUTO LTDOnMarketing mix.



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DECLARATION

I undersigned Mr.Hirani Dilip K the student of Third Year B.B.A. hereby declare that the project work presented in this reportis my own work and has been carried out by the Guidance of Lr.Nirav s Joshi of Geetanjali college of computer science &commerce(B.B.A.)

This work has not been submitted to any other University onany other Examination.

Date:Place:

Signature (Hirani Dilip K.)



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ACKNOWLEDGEMENT

It is really a pleasure for me to prepare a report at this stage, itis my sincere they to thank all those who helped me directly or indirectly during my training process.

First of all I would specially like to thanks our Lr.Nirav.S.Joshi for my training in Rajarshi Auto Deals Pvt. toknow about Marketing Strategies of Bajaj Auto Ltd.

After I would like to thank Executive to Rajarshi Auto DealsPvt. Ltd. Rajkot, for granting me permission for my practicaltraining. I am very thankful to Mr. Shwetal head of servicedepartment for his valuable guidance, co-operation and sparing hisvaluable time also.

At last but not lease I like to thanks my friends & familymembers for their encouragement during the training period.



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PREFACE

Industrial activity plays an important role in overall economicdevelopment of the developing country like India. Industrial Visit isa part of practical training contained in B.B.A. course.

B.B.A. is a special course of management, where themanagement knowledge is given during the year and which is morerelated with the practicability of it in the managerial field.

So, I am very please to get a chance to visit Rajarshi AutoDeals Pvt. Ltd. and made the report on new marketing strategies of

Bajaj Auto Ltd.



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THE COMPANY

The Bajaj Group can into existence during the turmoil and theheady euphoria of India’s freedom struggle. Jamanlal Bajaj,founder of the Bajaj Group, was a confidante and disciple of Mahatma Gandhi, and was deeply involved in the effort for freedom. The integrity, dedication, resourcefulness anddetermination to succeed which are characteristic of the companytoday, are often traced back to its birth during those long days of relentless devotion to a common cause.

Kamalnayan, the eldest son of Jamanlal Bajaj, succeeded hisfather in 1942, at the age of twenty-seven. Putting the Nation before

business, he devoted himself to the latter only after India achievedindependence in 1947. But when he did so, he put his heart and soulinto it. Within a short while, he not only consolidated the Group,

but also diversified into various manufacturing activities, elevatingthe Group to the status it enjoys till this day.

Rahul Bajaj today heads the Group. He has been the chief Executive Officer of Bajaj since 1968 and is recognised as one of the most outstanding business leaders in India. As dynamic andambitious as his illustrious predecessors, he has been recognisedand international forums.

Bajaj is currently India’s largest two and three-wheeler manufacturer and one of the biggest in the world. Bajaj has longleft behind its annual turnover of Rs. 72 million (1968), to currentlyregister an impressive figure of Rs. 42.16 billion (US$ 936 million).



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Management Profile

Bajaj Auto Ltd. is ably managed by a team of seasoned professionals:

Rahul Bajaj Managing Director

J. Sridhar Company Secretary

R. A. Jain Executive Director

Madhur Bajaj Vice Chairman

D. S. Mehta Wholetime Director

Rajiv Bajaj President

Sanjiv Bajaj Vice President (Finance)

Ranjit Gupta Vice President (Insurance)

N. H. Hingorani Vice President (Materials)

P. B. Menon Vice President (Projects)

R. L. Ravichandran Vice President (Business Development & Marketing)

C. P. Tripathi Vice President (Waluj)

Niladri Banerjee General Manager (Corporate Affairs), Delhi

Ramesh Bhargava General Manager (International marketing)

K. P. Chander General Manager (Machine Tool Division), Waluj

Kevin D’Sa General Manager (Finance)

R. V. Govind General Manager (Product Engineering)

Arvind Gupta General Manager (Manufacturing Engineering)R. S. Gupta General Manager (Motorcycle Project Team), Waluj

N. V. Iyer General Manager (Engineering Support)

Anil G. Khopkar General Manager (Management Information Service)

G. B. Laddha General Manager (Finance)

Shrikant Marathe General Manager (R & D)

N. G. Maengane General Manager (Motorcycle Division), Waluj

K. P. Nair General Manager (Quality Assurance)

C. K. Rao General Manager (Marketing – Three Wheelers)

V. M. Rao General Manager (Akurdi)P. K. Rath General Manager (Chakan)

S. R. Rage General Manager (Maharashtra Scooters Ltd.)

D.K. Sharma General Manager (Production), Akurdi



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HISTORY, GROWTH & DEVELOPMENT OF

RAJARSHI AUTO DEAL’S PVT. LTD.

The foundation of Rajarshi Auto Deal’s Pvt. Ltd. was in 1998in Rajkot. The Rajarshi Auto Deal’s Pvt. Ltd. is a partnership firm.The main partner’s are

1. Mr. Vipulbhai Kothari.2. Mr. Shieetalbhai Kothari.3. Mr. Jeetubhai Patel.4. Mr. Ajitsinh Jadeja.

Rajarshi Auto Deal’s Pvt. Ltd. was started in 1998 with 3crore Rs. of investment approximately. Now Rajarshi Auto Deal’sPvt. Ltd. value and goodwill is increase.

As a dealer of Bajaj Auto Ltd. Rajarshi Auto Deal’s Pvt. Ltd.has been working in Rajkot science four year with good selling

performance.

“History” is the main principle of Rajarshi Auto Deal’s Pvt.Ltd. and they don’t charge even a single rupee more than with theliking and performance of the customer.

Today the Bajaj Auto Ltd. offer a unbeatable range of motorcycles to suit possible need of customer by featuring the latesttechnology of manufacturers of the highest quality standard.

The Rajarshi Auto Deal’s Pvt. Ltd. believes in discipline,faith hardwork, success, and Rajarshi Auto Deal’s Pvt. Ltd.

already proved their believer.



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PROJECT AT A GLANCE

Name of the Unit : Rajarshi Auto Deal’s Pvt. Ltd.

Address of the Unit : Rajarshi Auto Deal’s Pvt. Ltd.

Phone No : (0281) 374496, 375730, 375731

Registered Office : Rajarshi Auto Deal’s Pvt. Ltd., Nr.Malaviya College

Name of the ManagingDirector

: Vipulbhai Kothari

Name of MarketingManager

: Chandrakant R.

Name of the FinanceManager

: Tarvlata Makwana

Form of Organization : Dealership

Years of Establishment : 1998

Nature of Project : Consumer Durable

Dealership of : Bajaj Auto Ltd.

Head Office : Bajaj Auto Ltd., Akurdi, Pune,Maharashtra, India.Ph.: 7472851Fax: 7407392



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INTRODUCTION

Marketing mix is the bridge that diminishes the gap betweenthe product and consumes without marketing all productionactivities would be fulfill. Therefore more production is notenough. It is equally important to make the consumer aware of thegoods produced. After the consumer importance to distribute thegoods to all prospective consumers. But the marketing activities donot here. The view and ideas of the consumers are taken into andthe product is to be changed according to the consumer’s needs.

Thus the sum total of all the activities undertaken to satisfy theconsumers wants and demands constitutes the activities of marketing.

Marketing is comprehensive firm and it includes all resourcesand a set of activities necessary to direct and facilities to direct theflow of goods and services from product to utility consumer in the

process of distributing. In other words marketing comprises of allthe activities involved in the determination and satisfaction of consumer needs at a profit. Thus marketing encompasses allactivities of exchange conducted by producers and middleman incommerce for the purpose of satisfying consumer demand.

In marketing planning, marketing information is used toassess the situation specific marketing targets are selected in theform market segments for each segment of market a combination of a number of devices or types of marketing activities that are

Coordinated into a single management programs to reach a particular target or market segment is formulated. The combinationof these marketing methods or devices is known as the marketingmix.



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Thus marketing mix is the set of marketing goals that the firmused to pursue its marketing objectives in mix goals can beclassified as under down heads. There are.

1. Product.

2. Price.

3. Promotion.

4. Place.

5. People.



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These are popularly known as the five P's of marketing mix.

MarketingStrategy

(Mix)

PRODUCT MIXProduct VarietyProduct LineDesignFeaturesBrand NamePackagingServices

Warranties

PRICE MIXPricing ObjPricing PolicyPrice ListDiscountAllowanceCredit Terms

PROMOTION

MIXSales PromotionAdvertisingSales ForcePersonal Selling

PLACE MIXChannel of DistributionPhysicalDistribution

MARKETINGSTRATEGY

(MIX)



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PRODUCT MIX

“ A product is a bundle of physical services

and symbolic particulars expected to yield

satisfaction or benefit to the buyer.”

- Philip Kotler



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INTRODUCTION

Product is the pivot around which all the marketingselectivities revolve without product, all the marketing activities

become useless. People satisfy their needs and wants with products.Product can be defined proudly to cover anything that can beoffered brings to someone to satisfy a need or want normally, theward product brings to mind a physical object such as onautomobile, a television or a soft drink. We normally use theexpression “product and services” but in thinking about products,

their importance lies not so much in owning them as in using themto satisfy our wants.

Manufacturers get into a lot trouble by paying more attentionto their physical product then to the services produced by these

products. The marketer’s job is to sell the benefits or services builtinto physical products rather than just describe their physicalfeatures.

Product mix is the set of all the products line and items that a particular server offers for sale to buyer the product mix covers thefollowing points.



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(A) Product Variety

Product variety include the types of product which a company produces. They may before the same consumers or for differentconsumers. In other words, the different products may satisfysimilar needs or different needs for e.g. A company manufacturingsoap for both these product satisfy the same needs e.g. cleaning etc.But if the same company starts manufacturing their oils than this

product has a totally different segment of consumer. There fore thecompany will have to all write its marketing strategy in order to

reach this particular segment of consumers.

The product variety (line of Bajaj Auto Ltd. are asfollows.)

Scooter Bikes1. Super 2. M-80 Major 3. M-80 Major 4-Strock 4. Spirit

5. Saffire6. Legend NXT 27. Chetek 4-Strock 8. Wave

1. Boxer 2. Caliber Croma3. Aspire4. Caliber 115

5. Pulsar 6. Wind 1257. Eliminator 8. Discover 9. C.T.100

(B) Design

Reflect the outlook of the product. Design reflects the featuresof the product which make it different from other products.Designing a product is a specialist job. Various aspects of the

product are to be kept in mind while designing a product. Thesemay include product differentiation, features, characteristics,

performance, durability, reparability, style etc.



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Design is the interacting force with all the features as its parameters. The design has also to keep in mind the capitalallocated to designing from the companies point of view, a well

designed product would be pleasant to look at easy to open, installlearn now to use repair and despose etc. The designer has to take alltarget market and weights the different benefits and costs.

(C) Features

The term features refers to those inherent characteristics of

the product which makes it different and unique from the other products. In other words features means any special pointdifferentiating that particular from other product.

Features are characteristics that supplement the products basicfunctioning most products can be offered with varying features.The starting points is stripped down or base version by adding extrafeatures each feature has a change of capturing the dance of additional buyers.

Thus features are the biggest competitive goals in the hands of companies, features make one company’s product supplier to other companies producing similar product.

(D) Brand Name

Brand Name refers to that name through which the productsof that company are recognized.BrandNamecan be a name, term, signsymbol or design or a combination of them, intended to identify thegoods or services of one seller or a group of sellers and todifferentiate them from those of competitors.



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Brand Name are the most important of any product because itis the identification of the product. Brand Names may be thecompany’s name if sold, or it may be a different as the better

known the brand name, the higher will be the sales.

A powerful brand name is said to have consumer franchise.This is evident when a sufficient number of customer demand that

brand and refuse a substitute even if the price is some what lower.Today, branch name is such a strong force that hardly anythinggoes understand.

(E) After Sales ServiceServices are activities, benefits or satisfaction that are offered

after sale. In other words a service is any act or performance thatone party can offer to another that is essentially intangible and doesnot result in the ownership of anything.

Ferms Hiltprovide high quality services undoubtfully our perform their less services. For e.g. the manufacturers could makean arrangement with distributors and dealers to provide theseservices. Thus the customers durable market is highly competitivein terms of after sales services.

It sometimes so happens that the company increase a highcost burden in terms of after sales services. But the company which

provides a better after sales service inspite of its cost burden, benefits in the long run. Thus many companies prefer to incur highcost rather than loosing their potential customers.



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(F) Warranties

Product warranties are an important promotional toolespecially as consumers because more quality sensitive warrantymeans authority or justification that the thing sold is fit for use andthe producer accepts reproducibility for repairs over a period of time.

The company can promote sales by adding a free warrantyoffer or service contract. Instead of changing for the warranty or

service contract it offers it free or at a reduced price if thecustomers buy that product. Thus, warranty forms an important partof customer durables customers always except a longer period of warranty. But the cost burden on the company is very high and thecompany has to perform cost benefit analysis while deciding the

period and scope of warranty only that policy should be selectedwhere the benefits cut run the costs. But it is very difficult tocalculate and maintain balance by cost and benefits.

The warranty period of Bajaj Auto Ltd. is one year, or twoyear depending a Bajaj Auto Ltd. is policy. The company replacesall the parts and movements period is over the retailer.



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PRICE MIX“ Price is the only element of marketing mix that

produces revenue, all the other elements i.e. product,

place and promotion products costs.”

- Philip Kotler



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INTRODUCTION

Price is the only element of marketing mix that producesrevenue. All the other elements that is product, place and production procedure etc. Pricing composition is the first problemfacing the marketing executive.

All profit organizations and many non profit organization settheir prices and product and service. Though most of history pricewere set by buyers and sellers negotiating with each other sellerswould also for higher prices then they expect to receive and the

buyers would offer less than their expect to pay. Through bargaining they would arrive at an acceptable price. Setting one price for all buyers is relatively a modern idea.

Inspite of the high degree of importance given to the pricemix and the fact that the price mix is only revenue earning element,most companies do not handle pricing well price is set independentof rest of the marketing mix rather than as an interstice element of market positioning strategic and price is not valid enough for different products items and market segments.

Companies handle pricing in a variety of ways. In smallcompanies prices are often set by the top management rather than

by the marketing or sales department.



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THE PRICING OBJECTIVE BAJAJ AUTO LTD.

1. Pricing Stability: -

Bajaj Auto Ltd. is one of the companies inscooter market in India which call for long term interest of the

business and aim at price stability. This attempt is not to let pricefall low during deprecation and rise too high during boom.

2. To Incharge Market Share: -The main objective of Bajaj Auto Ltd. is to get

maximum share in scooter market. So they have set their price at

definite level by which they can increase their market share.

Pricing Policy

Pricing Policy is the standing answer of the firm to requiring problem of pricing. It provides guidelines to marketing manger tosolve appropriate pricing decision. If competition is mainly on

price basis then each marketer generally prices their product at thesame time level their competition.

The Prices of bikes, mopeds etc, are set up by the Bajaj Auto

Ltd. itself and the margin of dealers commission is added in thecompany price list. The main reason behind the cheapeners of Bajaj Auto Ltd. is most of the parts of the moped and bikesmanufacture by company itself.



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We can see in the following chart that the Octroy, CST, etc.should be paid according to the rules and regulation of thegovernment.

Particulars Amt. (Rs.)Factory PriceAdd: Forwarding Handling and

Loading Charges.= Total

Add. Central Excise Duty (25%)Add. Freight Charges

= Net Dealers PriceAdd. : Communication= Retail Price

Add. M. R. C. Entry TaxAdd. Gujarat Sales Tax (4%)

= EX-showroom PriceAdd: RTO TaxAdd: Insurance & accessories

= On the Road Price

Discounts

The term discounts means a deduction from the nominal valveor price or amt. of the product. In other words, discount is theamount, which is taken off the full price of the product. Mostcompanies modify their basic price to reward the customers fromsuch acts as early permanent, volume purchases and off-season

buying. This price adjustment are called discounts. Discount is avery popular tool in the hands of top level management to increasetheir sales. The companies make efficient use of this tool to expandtheir market. Discount being a reduction in the original price of the

product are relatively cheap from of attracting new customers andsustaining old owned.



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Credit TermsCredit Terms refers to the rules and regulations in the form of

an agreement between the producer and the customers in relation tothe credit facility which the producer gives to their customers. Inother words credit terms are the terms and conditions which aremutually agreed upon by the customers and producers and relates tothe benefits which each will provide to other party.

Depending on the policy of the management of the company,credit terms may be remains the same from consumer to consumer

or may services from consumer to consumer. It also depends onhow good relations are between the producer and the consumer.Credit terms may also change when the policy of the companychanges over a period of time. It is a basic fact that each companyhas to give a short or long terms of credit facilities if it wants tosurvive in the market and in the cut throat competition. If companydoes not give credit facilities, the customer turns to its competitor’s

product in costlier. Thus credit facility is must for all companies in

order to survive.

The credit terms of Bajaj Auto Ltd. are fairlystraightforward. The credit period allowed to the saler is 60 days.The company also takes a deposit from the distributors against thedealerships allocated to them.



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PROMOTION MIX

“Promotion compasses all the tools in the

marketing mix whose major role is persuasive

communication.”

- Philip Kotler



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INTRODUCTION

Promotion has three specific purposes. It communicatesmarketing information to consumers, users and reseller. It is notenough to communicate ideas. Promotion persuades and convincesthe buyer and influences his/her behavior to take the desired action.Promotional efforts act as powerful tools of competition providingthe cutting edge of its entire marketing programme.

Broadly speaking promotion means to push forward or toadvance an idea in such a way as gain as its acceptance and

approve. Promotion is any communicative, activity whose mainobjective is to move forward a product, service or idea in anychannel of distribution. It is an effort by a marketer to inform and

persuade buyers to accept, recommended or use the article, serviceor communication with an additional element of persuasion. The

promotional activity always attempts to affect ideas, productsservices etc. is the heart of promotion

Modern marketing causes for more than developing a good

product priding attractively and making it a accusable to targetcustomers company must also communicate with their present and potential customers.

Promotion includes the following:

Advertising(A) Introduction: -The American Marketing Association has defined

advertisement thus “Any paid form of non-personal presentationand promotion of ideas, goods or services by an identified sponsor.

Advertising is paid communication presentation and promotion because the advertiser has to pay for the space of time inwhich his advertisements appears. Advertisements appears in therecognized media, such as news Papers, magazines, radio,television, cinema film, outdoor, hoarding and posters, directs manand transit.



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It is paid for by a sponsor (seller) who wants to communicateabout his product or service to his customer. The sponsor wants to

persuade and induce the readers, viewers or listeners to take some

action viz. To buy the advertised product so that the advertisingshould have max sales.

From the above discussion we can say that each and everycompany whether public or private has to advertise for its survival.Bajaj Auto Ltd. has also undertaken the advertising activate.

OBJECTIVE

The first step in developing advertising program is to see theadvertising objectives. According to Bajaj Auto Ltd. thoseobjectives must flow from decisions on the target markets, market

positioning and marketing mix.

The Bajaj Auto Ltd. has undertaken the activity of advertising with a view to attain the following main objectives.

1.To enhance its sales.2.To inform the market about their new product.3.To explain the uses of product.4.To inform about the price changes.5.To maintain brand loyalty.6.To maintain regular customer.



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1. To give information about a new Product:

One of the most important objectives of advertising is to inform potential. Customers about a new product

or service if people know nothing about product how can then buy?2. To Create Demands:

The primary object of advertising is to createdemand for a particular product. To inform people about a people isnot enough. They must also be motivated to bug it by informingthem the features attributes and uses of the product M.A. technicalwags.

3. To support sales man’s efforts:

Salesman deals directly with customers andadvertising renders great help to them. When the customers come toknow. Characteristics quality and various brand of a productthrough advertising.

4. To Maintain Demand:

The objective of advertising is not only to createdemand for a product, but also to maintain it at current level.

5. To Reduce Costs:

The main object of advertising is to reduce percentage cost of production and distribution. Advertisement leadsto increase in sales, hence production expands and cost of

production, falls.



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ADVERTISEMENT COPY

Advertising copy is prepared by an export copywriter. Itincludes the headlines name and address of the advertise as well asthe main text of the massage.

Advertising copy is the creative business which demands lotof imaginations foresight well designed advertising copy uses four

basic steps in selling they are A.I.D.A.i.e.

1. Attraction attention2. Developing interest3. Arousing desire4. Generation action

Advertising copy should be simple easily understandable

attractive and persuasive language there after it can give actionfrom consumer side.

So far as company is concerned advertising copy is prepared by concerned advertising agency.

There are two parts an advertising copy1. Advertising theme or appeal.2. Advertising layout.

ADVERTISING THEME OR

APPEALThe theme or the appeal is the central idea around which theadvertisement is created. It is called the unique sales proposition. Itrepresents a specific point of view of idea to stress inadvertisement. It is the heart and sound of advertising copy or message.

There are various appeal used in advertisement to sale productor service the selection of theme is usually made by means of

consumer and research.



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For different products of BAJAJ there are appeal.

Product Appeal Spirit ComfortCT100 EconomyDiscover PerformanceChetak wonder gear Easy in operationPulsar DTS - i StyleEliminator Prestige

ADVERTISING LAYOUT

Advertising layout deals with proper and attractive and physical arrangement for the best presentation of the message or sales communication. A visual part of the advertising has thefollowing elements.1. HEADLINES

Headlines must put forth the main theme in appeal infew words. It should be clear, simple, short and attractive to heldattention of the prospect. It should respect the contents of advertisement and guides the prospect properly. It may show a

promise or reward and include prompt action. It should be printedin prominent manner.

2. ILLUSTRATIONSIllustrations provide line drawings, cartoon, pictures,

symbols and photography for attracting attention, creating interestand arousing desire. Illustration is the best and the most effectiveway of communication of ideas.

“BAJAJ AUTO LTD.” Uses visual demonstration intelevision.

3. COLORSIt is an important ingredient of an advertisement. Color

has great attention attracting power judicious blending of color can



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evoke emotional reaction, which cannot be created by moredescription.



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“BAJAJ AUTO LTD.” Background color is “white”.

4. SLOGAN

A slogan should be fundamental sales argument for a product or service, expressed in a few words . It should be originaland remember able. It should contain the brand name of thecompany.

“ BAJAJ AUTO LTD’s”. slogan is

“Inspiring Confidence”

ADVERTISEMENT MEDIA

There are many types of advertisements media. They are asfollows.

1.Mural Advertisement

2.Press Advertisement3.Film Advertisement4.Radio Advertisement5.Television Advertisement6.Direct Mail7.Point of purchase Advertising8.Advertising Specialties

Following advertisement media is used by “BAJAJ

AUTO LTD”.1.NEWSPAPERS

Bajaj Auto Ltd. has selected newspaper as its media of advertising because it is the most effective media. It has generaland wide appeal. They are flexible. Periodical change in size andcontent is also easy. At local level they are using.



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GUJARAT SMACHAR and SANDESH and at the nationallevel they use different newspaper in different cities. Like inMumbai, Ahmedabad and Lucknow give advertisement in Times of

India. In Delhi, Madras, Pune, Baroda, Calcutta, Banglore,Hydrabad has given advertisement in Hindustan Times andIndian Express.

2. MAGAZINES

Magazines are considered to be the most effective media.Tough its colored attractiveness, Magazines have longer life greater

retentive value as well as reference value further they are usingmanages of advertisement because selective appeal is possiblethrough it, the magazines have most circulation form.

Bajaj Auto Ltd. is also interests in giving advertisement inmagazines. They use different magazine for bikes and mopeds like.Sport Star, Cricket, Samarat Sports World, Chitralekha, andAbhiyan etc.

3. TELEVISION

Bajaj Auto Ltd. is using television as important media. Theyadvertise their product on all most all channels in very popular

program so that they can attract more customers.

Television advertisement can appeal through ear as well aseye can be demonstrated with explanation. It reaches the guidance

almost like personnel salesmanship. Thus it is really wonderfulmean of mass communication for creative market.

Bajaj Auto Ltd. has adopted Poster, Boards and ElectricDisplay as a media of outdoor advertising. They are givingimportance to this media because it has long life general wideappeal. It can also attract number of peoples.



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3. PUBLICITY

Publicity is a non personnel stimulation of demand for a

project service or a business unit by placing commercial significantnews about it in a publication or obtaining favorable presentation of it on radio, T. V. on maganizine that is not paid by the mediasponsor.

For Bajaj Auto Ltd. publicity as one of the part of the promotion mix which can’t be ignored in any case. Till today manyarticles regarding the company is published in ‘THE ECONOMIC

TIMES’ etc. Through publicity of its company Bajaj Auto Ltd. hascreated own goodwill in market.



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SALES PROMOTION

(A) INTRODUCTION: -This is one of the constituent of promotion news. Which isconcerned with extra efforts for increasing sales. Today, sales

promotion is necessary and not merely a luxury or fashion. It is notexpenditure; it is an investment, which can pay rich dividend. Thisis one of the constituents or promotion-mix, which is concernedwith extra efforts for increasing sales.

Sales promotion is referred to activities other than personalsalesmanship, advertising and publicity. Which stimulate dealer effectiveness and consumer purchasing. In a broader sense, theterms refer to almost all activities of marketing oganisation. Proper selection of sales man. Payment of reasonable salaries to them,

provision of their attempts to improve relations with distributorsand consumers, advertising etc. is the activities all of whichessential aim at increasing sales.

Sales promotion is defined by the American MarketingAssociation to mean, “those marketing activities other than sellingadvertising and publicity that stimulate consumer purchasing anddealer effectiveness, such as display shoes and expositions,demonstration and various non-recurrent selling efforts not in theordinary routine”.

Sales Promotion Includes Tools For

(i) TRADE PROMOTIONS: -

[E.g. buying allowance, Free Goods machinery,Allowance, Cooperative advertising, Push money dealers Salescontents]



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(ii) SALES FORCE PROMOTION: -

[E.g. Bonus, Sales retailers]In short sales promotion is a bridge or connection between

advertising and personnel selling.Bajaj Auto Ltd. spends too much on business promotion.

These tools are used for such purpose as gathering business leads,increasing and recording customers. The Bajaj Auto Ltd. takes

part in exhibition held up or organized by some club or other association.

Thus the cost of the tool is very less but their value is very too muchhigh. Large number of people attend this fair and come in contact with the

product of the Company and its uses.



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PLACE MIX

“Marketing channels can be viewed as sets of inter

dependent organizations involved in the process of

marketing product or service available for use or

consumption.”

- Philip Kotler



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INTRODUCTION

More production of commodity is not enough but is mustreach to the right man at the right time and at the right price. Inmarketing point of view place mist strategy is the second importantelement of the marketing mix. Place mix has two sub divisions.

1. CHANNEL OF DISTRIBUTION: -

Channel of Distribution is the best of marketing institution participating in the marketing activities involved in the movement

or the flow of goods or services from the primary producers to theultimate consumers. In the field of marketing the channel of distribution indicates roots on Parth way through which goods andservices flow or move from producer to consumers.

2. PHYSICAL DISTRIBUTION: -

Physical Distribution consists of those marketing activitiesrelated to the physical handing of goods such as protective

packaging, order processing, inventory management, transportationand warehousing.

If you build a better mousetrap the world will beat at your door.’ But too often the marketing practitioner finds that thecustomers cuts the delivery of that better mouse trap at the right

place at the right time and at the right quantity. The physicaldistribution function like other half of marketing is responsible for completing the marketing transaction.



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NUMBER OF CHANNEL LEVEL

Distribute means to distribute, spread out or disseminate. Inthe field of marketing channel of distribution indicate routes or pathways through which goods and services flow or from producersto consumers. Thus the channel of distribution flow of:

1. Information.

2. Marketing Communication (Promotion).

3. Material.

4. Man Power.5. Capital Equipment.

6. Negotiation and transaction.

Bajaj Auto Ltd. has good channel of distribution to meet thecustomers demand easily of Bajaj Auto Ltd. has also started toappoint the dealer in the rural area to cover the whole nation.

In the Rajkot Rajarshi Auto Deal’s Pvt. Ltd. andAutomotive are two prime or authorized dealer of the Bajaj Auto

Ltd.

MARKET COVERAGE

Once the general channel decide it has to be used to increasein the share of market. Market coverage is an important activity

while the company is passing from the period of stability. TheBajaj Auto Ltd. has also created its good position in the corporatemarket. It is number one in moped and scooter and now a days inBikes Bajaj Auto Ltd. gets good part in the total market share.



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TRANSPORTATION

Markets need to be concerned with their companies’transportation decision. Transportation choice will affect the pricing of the product on time delivery performance and thecondition of the Bajaj Auto Ltd. which they arrive all of whichaffect customer satisfaction. Transportation is cause of problems of

physical distribution. It is sometimes caused the guardian knock of physical distribution management.

WARE HOUSINGEvery company has to store its goods while they can’t be sold

immediately storage. Function is necessary, because production andconsumption cycle is rarely matched. The company must decide ona desirable numbers of stocking locations. More stocking locationmeans that goods can be delivered to customers more quickly. Thenumber of stocking location must strike a balance between

customers’ service level and distribution costs. So far as BajajAuto Ltd. is concerned it is not the practice of the company to

provide warehousing facility to the dealers. Hence, to makearrangement of go downs for the storage of two wheelers. In RajkotRajarshi Auto Deal’s Pvt. Ltd. has a very big warehouse.



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RESEARCH

METHODOLOGY



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CONTENTS

Sr.No

Particulars Page No

1. Introduction

2. Research Objective

3. Research Methodology

4. Limitation Of Study



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INTRODUCTION

Market research is an essential tool in the marketing planning process and places a vital part in the business decisionmaking process. Its application is effective in all industrial,commercial and consumer market. More importantly, the resultsthat can be achieved from the market research process are the realobjective of the business plan. They are the most significantelement of the marketing mix to influence business decision.



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RESEARCH OBJECTIVEAs a student my objective of preparing this research report

is not only to submit the report to the saurashtra university but alsoto get knowledge in practical field of Bajaj Auto Ltd. With specialreference to consumer satisfaction.

The real aim of caring out the survey was to get idea aboutthe following,

1. The main objective is to know consumer satisfaction towardsBajaj motorbikes.

2. To know which model is more popular among customer.3. To know which factor motivate the customer while purchasing the particular bike.

4. To know which of the competitive bike the customer hastaken into consideration.

5. To know the expectation of consumer from the company.

SCOPE OF STUDY:

To know the consumer satisfaction towards Bajaj AutoLtd i have selected 50 consumers for survey which includesstudents, businessmen, professionals etc.

RESEARCH METHODOLOGYMethodology means the method used by the researcher for

a systematic study of any particular problem or subject.

For the preparation of this report, I have used primarydata but so far as this research report is concerned, it has beencollected through questionnaire and discussion method, which arethe most common but appropriate method for getting desiredinformation.



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TABLE = 1

SR.NO. MODEL NO OFRESPONSES PERCENTAGE(%)

1. CT 100 27 54%

2. WIND 125 3 06%

3. DISCOVER 6 12%

4. CALIBER 1 02%

5. PULSAR 11 22%

6. ELIMINATOR - -

7. CHETAK 1 02%8. SUPER - -

9. ASPIRE 1 02%

50 100%

0

10

20

30

40

50

MODEL

1

2

3

45

6

7

8

9

3-D Column 10

Moreover the moral of dealers can be enhanced through

advertising hereby securing enthusiastic distribution of product.It also promote bright image of the company in the society.



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TABLE = 2SR.NO PERIOD OF

PURCHASE

NO OF

RESPONSES

PERCENTAGE(%)

1. Before 6 months 5 10%

2. Before 1 year 5 10%

3. Before 1 ½ year 7 14%

4. Before 2 years 25 50%

5. Before 5 years 8 16%

50 100%

0

5101520

2530354045

50

PERIOD OFPURCHASE

PERCENTAGE(%)

1

2

3

4

5

FINDINGS:Out of 50 consumers surveyed it is found that 16%

of the consumer had purchased 5 year’s ago while 50% of them purchased 2 year’s ago while 14% of them purchased before

1 ½ year while 10% of them purchased before 1 year and 6months so from that we can easily say that BAJAJ AUTO LTD.Is very popular among the customer’s from last so many year’s.



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TABLE = 3

SR.NO

TYPES OF

FACTORS

NO OF

RESPONSES PERCENTAGE(%)1. Reasonable Rate 4 8%

2. Fuel Efficiency 20 40%

3. Brand Image 16 32%

4. Re-sale Value 10 50%

0

5

10

15

20

TYPES OF

FACTORS

PERCENTAGE(%)

1

2

3

4

FINDINGS:From the above chart we can say that 40% of the

consumer purchased BAJAJ AUTO LTD’S bike for fuel efficiency

while 32% purchased it strong brand image while 20% buy it for it’s re-sale value and 8% buy it for reasonable price. So we can saythat BAJAJ AUTO LTD’S consumers are more conscious aboutfuel efficiency and brand image.



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TABLE = 4

SR.NO OTHER BIKES

NO OF

RESPONSES PERCENTAGE(%)1. Victor 3 6%

2. Boxer 11 22%

3. Caliber 2 4%

4. Pulsar 10 20%

5. Enticer 3 6%

6. Eliminator 2 4%

7. Libero - -

8. Max - -9. Other 19 39%

0

5

10

15

20

OTHER BIKES PERCENTAGE(%)

1

2

3

4

5

6

7

8

9

FINDINGSFrom the above diagram 38% of the consumers had shown the

interest that they are interested in purchasing other bike but it wassurprised to note that they were the bikes of BAJAJ AUTO LTD

only for e.g. if one possess Eliminator then he is interested to purchase Pulsar.22% of them were considering Boxer while 20% of them were interested in Victor, 6% of them were consideringEnticer and & 4% of them have considered Libero. So that we cansay that main competitor’s of BAJAJ AUTO LTD is Victor(that isconsidering he price factor) and Libero

(by considering status factor).



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TABLE = 5SR.NO Satisfied with Current

Product

No of

responses

Percentage(%)

1. Yes 42 84%

2. No 8 16%

0

5

10

15

20

25

30

35

40

45

Satisfied with

Current

Product

Percentage(%)

1

2

3-D Column 3

FINDINGSFrom the above diagram we came to know that 84% of

consumers are satisfied with their current bike and 16% of them arenot satisfied with their bikes. So that we can say that maximumnumber of consumer are satisfied. The satisfaction anddissatisfaction ratio approximately 5:1.



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TABLE = 6SR.NO Benefit of

Promotional

No. Of

Responses

Percentage(%)

1. Yes 15 30%

2. No 35 70%

0

5

10

15

20

25

30

35

Benefit of

Promotional

Percentage(%)

1

2

3-D Column 3

FINDINGSFrom the above diagram we can say that only 30% of them

are taking the benefit of promotional scheme while 70% of themare not taking the benefit of promotional scheme from that we cansay that maximum no. of consumer are unaware about promotional

scheme so that they are not able to take the benefit of promotionalscheme. So it is advised that company should give moreadvertisement regarding promotional scheme.



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TABLE = 7SR.NO Want to change your

motorbike

No. OF

Responses

Percentage(%)

1. Yes 18 36%

2. No 32 64%

0

5

10

15

20

25

30

35

Want to

change your

motorbike

Percentage(%)

1

2

3-D Column 3

FINDINGSFrom the above diagram we can say that 36% of the consumer

want to change their motorbike and 64% of the consumers are not

want to change their bike. From the conversation with these 36%mass (who want to change their bike) come to know some reasonsthey are as follows:

- By considering the time period they want to change your bike

- Some of the consumers are attracted towards new models.



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TABLE = 8SR.NO Expectation From the

Company

No Of

Responses

Percentage(%)

1. New Models 17 34%

2. Mileage 10 20%

3. Promotional Scheme 11 22%

4. Better after salesservice

12 24%

02468

101214

1618

Expectation

From the

Company

Percentage(%)

1

2

3

4

FINDINGSFrom the above diagram we can say that 34% of the

consumers are expected from company to offer new models as suchconsumers having an esthetic appeal while 24% of them expectafter sales service, 22% expect more promotional scheme and 20%of them expect better mileage.



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LINITATION OF STUDYEvery research report is to always perfect every research is

conducted keeping in mind certain constrains and restrictions. As astudent, I tried my best relevant information regarding the research but, than too, I found following limitations of these research.

They are:1. Study is restricted to Rajkot city only.2. Sample size of 50 may not be sufficient for making perfect

evaluation of total population.

3. Keeping in the mind the psychological constrains, thequestionnaire includes limited questions only.



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CONCLUSION

From the analysis of a BAJAJ AUTO LTD. It can be concluded that the future of the company is bright. Bajaj autoltd. Was the first company to get such a great response fromconsumers for bikes before Bajaj bikes were available but theywere not expected by consumers so Bajaj auto brought a revolutionin the market of bike.

Bajaj auto ltd is having a good market share,consumers are brand loyal and with the regular introduction of newmodel. Company is getting more credit in the market.



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SUGGESTIONS



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SUGGESTION

On the basis of comprehensive research of the Bajaj AutoLtd. under gone at Rajarshi Auto Deal’s Pvt. Ltd. it can beconcluded that the position of the Bajaj Auto Ltd. in the corporatefield is very strong. The well experienced efficient and industrioussales force is the strength of it. The value of the Bajaj Auto Ltd. ismore than the other vehicles manufactures.

From the survey analysis is found that there are some areas

where they need improvements that are as follows:1. The company spends less on promotionactivity and consumer are expecting more promotional benefitso company need to offer more promotional benefit to theconsumer .

2. In spite of regular introduction of newmodels by the company, consumers are still expecting better

bikes with better re-sale value and less maintenance. Socompany should introduce new model by considering thisfactor.



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SWOT ANALYSIS



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SWOT ANALYSIS

STRENGTH- Good brand image- Variety of product- Good financial support- Good advertisement

WEAKNESS

- Resale value not available- Require maintenance in

very short time

OPPORTUNITIES- Try to launch new

bikes with goodaverage.

- Try to give more color choice to customers

THREATS- Tough competition- Compromise with

price

BAJAJ Marketing Mix-MBA Project Report-prince Dudhatra

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