...A REPORT ON MARKETING & BRANDING OF BAJAJ PULSAR DTSi SUBMITTED BY: Krishna Prasad Sheena Bansal BAJAJ ‘Hamara Naya Bajaj’ Bajaj Auto came into existence on November 29, 1945 as M/s Bachraj Trading Corporation Private Limited. It started off by selling imported two- and three-wheelers in India. In 1959, it obtained license from the Government of India to manufacture two- and three-wheelers and it went public in 1960. In 1970, it rolled out its 100,000th vehicle. In 1977, it managed to produce and sell 100,000 vehicles in a single financial year. In 1985, it started producing at Waluj in Aurangabad. In 1986, it managed to produce and sell 500,000 vehicles in a single financial year. In 1995, it rolled out its ten millionth vehicle and produced and sold 1 million vehicles in a year. Bajaj Auto is a major Indian automobile manufacturer. It is India's largest and the world's 4th largest two- and three-wheeler maker. It is based in Pune, Maharashtra, with plants in Waluj near Aurangabad, Akurdi and Chakan, near Pune. Bajaj Auto makes and exports motorscooters, motorcycles and the auto rickshaw. It is widely believed that Bajaj is headed for a de-merger into 2 separate companies: Bajaj Auto and Bajaj Finance. The Forbes Global 2000 list for the year 2005 ranked Bajaj Auto at 1946. [pic] Key Highlights • The total...
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...company in High-end Products Brand Name: Bajaj Pulsar Parent Company: Bajaj Auto Category: Motorcycles Sector: Two-wheeler Tagline/ Slogan : Definitely Male, The Fastest Indian USP: Powerful engine and good pickup Product Description- Bajaj Pulsar The Bajaj Pulsar is a motorcycle brand owned by Bajaj Auto in India. The two wheeler was developed by the product engineering division of Bajaj Auto in association with Tokyo R&D,[1] and later with motorcycle designer Glynn Kerr. Currently there are five variants available, with engine capacities of 135 cc, 150 cc, 180 cc, 200 cc, and 220 cc. previously it was also offered with a 200 cc DTS-i oil cooled engine, which now has been discontinued. Instead a new version Pulsar 200NS was launched in 2012.[2] With an average monthly sales of around 86,000 units in 2011, Pulsar claimed a 2011 market share of 47% in its segment.[3] By April 2012, more than five million units of Pulsar were sold.[4] Before the introduction of the Pulsar, the Indian motorcycle market trend was towards fuel efficient, small capacity motorcycles (that formed the 80–125 cc class). Bigger motorcycles with higher capacity virtually did not exist (except for Enfield Bullet). The launch and success of Hero Honda CBZ in 1999 showed that there was demand for performance bikes. Bajaj took the cue from there on and launched the Pulsar twins in India on 24 November 2001.[5] Since the introduction and success of Bajaj Pulsar, Indian youth began expecting high...
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...Bajaj Auto Ltd. The Bajaj Group is amongst the top 10 business houses in India. Its footprint stretches over a wide range of industries, spanning automobiles (two-wheelers and three-wheelers), home appliances, lighting, iron and steel, insurance, travel and finance. The group's flagship company, Bajaj Auto, is ranked as the world's fourth largest two- and three- wheeler manufacturer and the Bajaj brand is well-known across several countries in Latin America, Africa, Middle East, South and South East Asia. Founded in 1926, at the height of India's movement for independence from the British, the group has an illustrious history. The integrity, dedication, resourcefulness and determination to succeed which are characteristic of the group today, are often traced back to its birth during those days of relentless devotion to a common cause. Jamnalal Bajaj, founder of the group, was a close confidant and disciple of Mahatma Gandhi. In fact, Gandhiji had adopted him as his son. This close relationship and his deep involvement in the independence movement did not leave Jamnalal Bajaj with much time to spend on his newly launched business venture. His son, Kamalnayan Bajaj, then 27, took over the reigns of business in 1942. He too was close to Gandhiji and it was only after Independence in 1947, that he was able to give his full attention to the business. Kamalnayan Bajaj not only consolidated the group, but also diversified into various manufacturing activities. The present Chairman...
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...Bajaj Pulsar : Definitely Male Brand : Pulsar Company: Bajaj Auto Agency ;O&M, Leo Burnett Brand Count : 226 Pulsar is one of my favorite brands both as a bike rider and as a marketer. This bike has virtually redefined biking in this country. Pulsar launched in 2001 is the market leader in the 150 cc + performance bike segment. More than that , this brand changed the fortune of Bajaj Auto Ltd. Before the launch of Pulsar, Indian bike market was divided broadly into Economy,Executive and Premium Bikes. In 1999 Hero Honda created a new segment of 150 cc performance segment with its CBZ. But Pulsar came and gave a new life into the Performance segment. Although not a pioneer, Pulsar made the performance segment one of the fastest growing segment in the two wheeler market. It was not only the bike's performance that triggered the brand becoming an icon, a major part of the success was due to the classic advertising campaign by O&M. According to agencyfaqs, the birth of the "Definitely Male " campaign is interesting. The creative honchos found the new product from Bajaj distinctly different. It was Bajaj's first bike without Kawasaki label. The new bike was an R&D and design marvel.Pulsar was designed by the renowned design house Tokyo R&D. O&M knew that the communication of this brand should also be different.Starting with lot of ideas, O&M stuck upon the Big Idea of India's He-Bike. Although lot of bike take the persona of Macho bikes it was...
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...Contents Board of Directors 02 Management Team 04 Chairman’s Letter 06 Management Discussion and Analysis 09 Corporate Governance 27 General Shareholder Information 46 Directors’ Report (including Annual Report on CSR activities) 55 Standalone Financial Statements 93 Consolidated Financial Statements 147 Board of Directors Management Auditors Rahul Bajaj Chairman Madhur Bajaj Vice Chairman Rajiv Bajaj Managing Director Sanjiv Bajaj Kantikumar R Podar Shekhar Bajaj D J Balaji Rao D S Mehta J N Godrej S H Khan Ms. Suman Kirloskar (Upto 31.03.2015) Naresh Chandra Nanoo Pamnani Manish Kejriwal P Murari Niraj Bajaj Dr. Gita Piramal (From 01.04.2015) Rahul Bajaj Chairman Dalal & Shah Chartered Accountants Madhur Bajaj Vice Chairman Secretarial Auditor Rajiv Bajaj Managing Director Bankers Pradeep Shrivastava Chief Operating Officer R C Maheshwari President (Commercial Vehicle Business) Central Bank of India State Bank of India Citibank N A Standard Chartered Bank Bank of America ICICI Bank HDFC Bank Rakesh Sharma President (International Business) Registered under the Companies Act, 1956 Eric Vas President (Motorcycle Business) Registered Office Abraham Joseph Chief Technology Officer Audit Committee Nanoo Pamnani, Chairman S H Khan D J Balaji Rao Naresh Chandra Stakeholders Relationship Committee D J Balaji Rao, Chairman ...
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...Bajaj Auto Ltd Situational Analysis: Indian economy has undergone tremendous changes during the 1980’s and 1990’s. The Indian industrial sector was protected from the international competition by the government of India during the 1980’s. During the 1990’s the economic crisis forced the Indian government to open up the Indian economy. With the opening of the Indian economy the competition for the industrial sector especially the automobile sector was severely hit. Now even the foreign brand automotives could compete in the domestic market without any tariff barriers or any other interventions. This meant that the local industries had to compete with the international brands without any kind of protection. Bajaj Auto Limited (BAL) found that its domestic market declined by 5% in the year 1991-1992. Bajaj had set a goal to protect its dominance in the Indian market and increase its exports to 15% of total sales by 1998. In the domestic market it was facing a stiff competition from Hero Honda and Kinetic Honda. The main problems of the BAL lied in its improper inventory management, higher average cycle time for launching a new product, not very advanced R&D facilities. To overcome these shortcomings the company did modernize itself but it was important for the company to sustain the tough competition. Problem Statement: It was necessary for the company to reinvent itself to sustain competition. The sales have been falling drastically and to make things worse its experience...
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...Bajaj Auto Limited – Small is Better Bajaj Auto Limited was established in 1945 as a trading company and obtained its production license in 1959 It is India’s largest two wheeler manufacturers and was dominant player until the early 1990s. The two-wheeler industry thrives in developing countries, especially in densely populated countries like India. But with the income level rising, people are opting for entry-level motorcycles rather than scooters. The two wheeler industry grew by 11.6 percent-from 5.05 million units in 2002-03 to 5.64 million units in 2003-04. However, due to global competition, Baja’s market share declined from 49.3 percent in 1994 to 38.9 percent in 1999. In order to overcome this problem, Bajaj auto has decide that smaller is better and reduced significantly its head count, first in 1998 and then in 2001 by more than 3000 persons. In 2000-01, the company cut down its staff strength from 17,213 to 13,819. Bajaj has offered four VRS schemes till date for its staff and two such for its workers, and the attempt compacted its employee strength by 9.384(from 21.373 in 1997 to 11.531 in 2004), resulting in a reduction of Rs. 70.6 crore per annum in its wage bill. By doing this the company was able to improve its output/employee/year from 67.7 in 1997 to 101 in 2002 and then to 132 in 2004, an increase of almost 50 percent in 7 years. “The obvious goal to increase the productivity was made possible”, says Mr. Madhur Bajaj, the Vice Chairman. The productivity has...
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................................................................................. 8 Consumer Survey and Results............................................................................................................... 10 Porter’s Five Forces Analysis ................................................................................................................. 13 Positioning ............................................................................................................................................ 15 Future Strategies for Bajaj Pulsar ......................................................................................................... 17 Page 2 Executive Summary The Bajaj Pulsar launched in India in 2001 creating a revolution and a market for itself in motorcycle market. Pulsar targeted males from age 18-20 with a tagline ‘Definitely Male’ which was a huge successful campaign. The first big launch of Bajaj after disassociating from Kawasaki, currently Pulsar has 5 variants in the market with varying engine capacity. Analysis...
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...Report On “Customer based Brand Equity in Motor Bike Sector (Focusing on Bajaj Pulsar)” [pic] Report On “Customer based Brand Equity in Motor Bike Sector (Focusing on Bajaj Pulsar)” SUBMITTED TO Abdullah Mohammed Ibrahim Assistant Professor Department of Business administration Northern Bangladesh University SUBMITTED BY |Name |ID |Section |Semester | |Subrata Karmakar |BBA 080202759 |B |Spring 2011 | |Nazmul Hasan Zubran |BBA 060101625 |B |Spring 2011 | |Kaniz Fatema Sharmin |BBA 080160685 |B |Spring 2011 | |Tanvir Ahmed Masud |BBA 110104010 |B |Spring 2011 | |Saifur Rahman Abir |BBA 110104013 |B |Spring 2011 | Date of submission: 07th April, 2011 Acknowledgement This report is prepared on the basis of the assignment given by Abdullah Mohammed Ibrahim assistant professor of Northern University Bangladesh. It was a...
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...On the evolution of the Indian motorcycle industry over the past decade or so: What is the one word each manufacturer owns that is in the mind of the motorcycle consumer? In my view, the word that Honda owns is quality, Hero owns is mileage and the one word Bajaj owns is power, thanks to the Pulsar. If it's Yamaha, that word is style. The one word that TVS owns is cheap (not in a bad sense) but as in the least expensive. If this is true, then it points to a very high state of evolution in the market place where consumers are able to clearly associate brands with positions. Each of the above-mentioned brands has a clear position. This has its pros and cons. The pro is that, for instance, if a consumer wants power, other things being equal, he will come to you. So, the brand becomes safer in that sense. It is relatively insulated. The con of that is people who don't seek power won't be really too interested in you-but I think the advantage is greater than the disadvantage. On Bajaj's position: We got back into the game with the Pulsar. People buy the Discover because it reminds them of the Pulsar. It's like a younger brother of the Pulsar; or a 'domesticated' Pulsar. There is this clear divide in this market place. Hero has a 71% share in the 100cc segment; I find that, after having a satisfying experience with Hero, consumers move up and they come to us. So, people who want bigger and stronger bikes come to us, but they will not buy a 100cc from us. | | ...
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...THE COMPANY AT A GLANCE An introduction: Bajaj electrical Ltd., incorporated in the year 1938, is a mid cap company (having a market cap of Rs 2531.98 cr.) operating in consumer durable sector. The company expertise in lighting, consumer durables, engineering and projects, is promoted by Kamalnayan Bajaj & have its headquarter in Mumbai, Maharashtra. History: The Company was incorporated as Radio Lamp Works Limited under the Indian Companies Act, 1913 as a public company limited by shares, pursuant to a certificate of incorporation dated July 14, 1938. Subsequently the name of the Company was changed to Bajaj Electricals Limited, pursuant to a fresh certificate of incorporation dated October 1, 1960. Company’s manufacturing unit have been accredited with ISO 9001 / 9002 and ISO 14001 certifications for its quality management. Some notable projects of the company include lighting works at the Commonwealth Games stadium and the Bandra Worli Sea Link. The Company caters mainly to the needs of the Indian markets and the export turnover being 0.67% (Previous Year 0.81%) of the total turnover of the Company. There are no reportable geographical segments. All assets are located in India. Management: The company management includes: Shekhar Bajaj Harsh Vardhan Goenka Ashok Jalan V. B. Haribhakti Madhur Bajaj Chairman And Managing Director Director Director Director Director Plant: the company has manufacturing...
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...Introduction: Bajaj Auto is one of the largest Indian Automobile company founded in 1926 by “Jamnalal Bajaj”. Bajaj Auto is fourth leading two wheeler and three wheeler manufacture in the globe. It has three plants in India; Chakan (Pune), Wauij (Aurangabad) and Panthnagar (Uttaranchal). Bajaj is manufacturing and export Motor Cycle, Motor Scooter and Auto Rickshaw. Bajaj auto is listed in Indian stock market. It has revenue of 81.06 billion rupees in 2005 with the net income of 11.016 billion Rupees. More than 10,000 employees are working in the organization. Bajaj is continuously growing after getting licence of two wheelers and three wheeler manufacture in 1960 by the Government of India. Bajaj has successfully changed image from scooter manufacturer to motorcycle and three wheeler manufacturers from last 10 years. In 1970 company rolled out 1,00,000th vehicle. In 1977, Bajaj has produced and sell 1,00,000th vehicle in single financial year. Baja has started it Wauj plant in 1985. In 1986, Bajaj has produced and sell 5,00,000th vehicle in single financial year. From the year of 1971 to 2009 Bajaj has introduced different scooter, motor cycle and three wheeler auto rickshaw. Few of them got huge success. In scooter segment Bajaj got succeed to reach in Indian road. Bajaj Super and Bajaj Chetak among of them, these two scooters were running on the Indian road from 1971 to 2005. Bajaj has discontinued producing scooter in 2005 due to increase the demand of motor cycle....
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...Students of 2015-17 Batch – Semester 1 – Both Marketing & Systems Research Methods – Literature Review – Assignment for 10 marks 1. Premise Each Student to carry out literature review on a specific Co. allotted to him/ her as under: a. Visit Top 200 Companies as per Bombay Stock Exchange (BSE) Market Capitalisation for Quarter Ended March 2014 … http://www.bseindia.com/downloads/eligible.xls b. Mark the company at number in column 1 that equals your TRN minus 100 e.g. If your TRN is 116, then you are allotted Tata Motors at number 16, If your TRN is 247, then you are allotted Gillette India Ltd at number 147, … 2. Literature Review & Prediction Find out 4 ONLINE/ WEB references, 1 each for that company’s 2a) Market share… in the resp. segment / Industry 2b) 1 Strength …….. as boasted by the company itself 2c) 1 Weakness ..... as pointed by any 1 outsider like NYSE, CNBC, SEC/ SEBI, etc. 2d) 1 Sales Estimate ….. as made by any 1 outsider … All the four references should be from distinct/ different sources Each one of these 4 points carries 1.5 marks; ……………………………… 6.0 marks 2e) Explore 1 PRINT MEDIA reference for any aspect of that company …. 1.5 marks For each of these 5 points, please give a compact gist of what you read 2f) Based on above, estimate how much rise/ fall in the market share of this company for the next year, with reasons for estimate ………….. 2.5 marks For each of above (online / print), please quote precise reference: a. Online/ Web –...
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...for both men and women in India. Benefits of two wheelers Two-wheelers are the most popular and highly sought out medium of transport in India. The trend of owning two-wheelers is due to its- •Economical price •Safety •Fuel-efficient •Comfort level However, few Indian bike enthusiasts prefer high performance imported bikes. Some of the most popular high-speed bikes are Suzuki Hayabusa, Kawasaki Ninja, Suzuki Zeus, Hero Honda Karizma, Bajaj Pulsar and Honda Unicorn. These super bikes are specially designed for those who have a zeal for speedy drive. Browse through the pages and catch all the details of high-performance two wheelers in India. Know more about latest launches and happenings in two wheelers industry. Bajaj Auto Established in 1945, Bajaj Auto Ltd. was incorporated as a trading company. Till 1959, they imported scooters and three-wheelers from Italy and sold them in India. The company got a production license in the year 1959 and fastened a technical collaboration with Italian PIAGGIO in 1960. Bajaj Auto Ltd. is one among India's top ten companies in terms of market capitalization and among the top five in terms of...
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...Introduction Bajaj Motors is one of the largest and most competitive two wheeler manufacturing company of the world. It is present in over 50 countries all over the globe. The company is dominantly present in Africa and Latin America with increasing market share every year. Although Bajaj already exporting their product in Nigeria, but we think that they should plan to establish a manufacturing plant in that country. Pro’s and Con’s of entering the market ➢ The two wheeler market runs on high economies of scale. So it is very essential to capture the mass target market. Else, huge loss may occur. ➢ The need for technical expertise is high. ➢ Owning a strong distribution network is important and is very costly. ➢ Suppliers of auto components are fragmented and are extremely critical for this industry since most of the component work will be outsourced. Proper supply chain management is a costly yet a critical need. ➢ The industry rivalry is extremely high with any product being matched in a few months by competitor. This instinct of the industry is primarily driven by the technical capabilities acquired over years of gestation under the technical collaboration with international players. As Bajaj, along with its competitors, such as Hero Honda, TVS, Yamaha, are active at multipoint competitions; it is likely for the competitors to enter if Bajaj is successful at Nigeria. ➢ Petrol prices are always fluctuating in Nigeria. But...
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