A presentation on Bajaj Auto which comprises of history, products, brand positioning, law of branding and much more.

1. Bajaj
Auto

2. Introduction
 Bajaj
Group is amongst India’s top
business house.
 Its footprint stretches over a wide range of
industries :






automobiles
home appliances
iron and steel
insurance
Travel
finance.
 The
group comprises 34 companies.

3.  Founder
Bajaj Auto
Ltd.
– Jamnalal
Bajaj
 Founded on year –
1930s
 Headquarters –
Pune & Mumbai
 Current Chairman –
Rahul Bajaj
 Revenue (2012) –
Rs. 202.01 Billion
 Employees – About
12000

5.  Bajaj
Auto is the world's third-largest
manufacturer of motorcycles and the
second-largest in India.
 The Bajaj brand is well-known across
several countries in Latin America, Africa,
Middle East, South and South East Asia.
 Bajaj has operations in 50 countries.
 It target audience is every sector of
society.
 Factories :



Waluj
Chakan
Pant Nagar

6.  1960
– Public
Limited Company.
 1971 – 3-wheeler
goods carrier
introduced.
 1972 – Bajaj Chetak
launched.
 2001 – Pulsar
introduced.
 2005 – Discover &
Avenger launched.
History (Timeline)

7. Products
Bajaj Auto Ltd.

9. Bajaj Platina
 Cost
: Rs. 40,000* (100cc)
 Colors: Black, Black Maroon and Red
 Mileage: 48 km/l to 65 km/l.
 Models :
*Price mentioned is ex-showroom price in Mumbai.

11. Bajaj Discover
 Cost
: Rs. 41,000* (100cc) – 55,000* (125cc)
 5 Speed Gear-Box for better mileage
 Anti Vibration body-frame for bad-roads
 Models :
*Price mentioned is ex-showroom price in Mumbai.

12. Bajaj Pulsar
 Models





:
Pulsar 135 LS
Pulsar 150 DTS-i
Pulsar 180 DTS-I
Pulsar 220 DTS-I
Pulsar 200 NS
 Price
Range : Rs. 60,000* – Rs. 85,000*
 Pulsar have got more than 20 awards till
date.
 It holds 47% of the market share in its
segment.
*Price mentioned is ex-showroom price in Mumbai.

19. Two bike companies has joined venture
with Bajaj Auto in India for production and
distribution of their bikes. They are :
KTM
 Kawasaki


22. Laws of
Branding
With an emphasis on Bajaj
Auto.

23. Law of Consistency
 It
states that : Brand is not built overnight.
Success is measured in decades, not
years.
 Bajaj Auto was formed in late 1930s.
 The company is more than 85 years old.
 The consistency of Bajaj in every situation
makes it one of the biggest and most
valued company in India.

24. Law of Color



It states that : A brand should use a color that is
the opposite of its major competitors.
In case of Bajaj, its major competitors are Hero
Motocorp and Honda.
Hero and Honda, both have logos red in color,
while Bajaj’s logo is Blue.

25. Law of contraction




It states : A brand becomes stronger when you
narrow its focus.
Bajaj Auto introduced 2 vehicles in automatic
gear scooter range : Bajaj Wave and Bajaj Kristal.
Both of the vehicles did not performed well
against the market leader in this category Honda
Activa, TVS Scooty-Pep and Suzuki Access-125.
So as a result, Bajaj again focused on Bike range
and earned more revenue in 2012 as compared
to the year when Kristal was launced.

26. Law of Change
 It
states that : brands can be changed ,
but only infrequently and only very
carefully.
 Since its establishment, Bajaj Auto
changed its logo just once.
 The change was good and it allowed
consumer connect better.

27. Law of Mortality
 It
states : No brand will live forever.
Euthanasia is often the best solution.
 Bajaj Chetak was an Indian-made
scooter.
 It was introduced in year 1972. It was sold
till the year 2009.
 When company realized that the
demand of Chetak was decreasing
rapidly, although little late, but they
stopped its production.

28. Bajaj Chetak – The Legend

29. Brand
Personality
Bajaj Auto

30. Brand Personality
 The
definition of Brand personality can be
classified as


Emotion- centered
Human – centered
 Bajaj
promotes the message :
“Humara Bajaj”
 So it’s a Belonging Brand or a brand
whom people trusts and therefore it’s a
Reliable Brand.

31. Brand Equity
A survey on Bajaj Auto.

32. Brand Equity
 It
is a set of brand assets and liabilities
linked to a brand , its name and symbol,
that add to or subtract from the value
provided by a product or service to a firm
and /or to that firm’s customers.

33.  The
assets and liabilities on which brand equity is
based can be grouped into 5 categories
1) Brand Loyalty
2) Name awareness
3) Perceived quality
4)Brand associations in addition to
perceived
quality
5)other proprietary assets : patents,
trademarks, channel relationship etc.

34. According to the Survey
7
out of 10 people were willing to
upgrade their bikes in Bajaj Auto itself. So
the consumer are loyal to the brand. So it
is an Asset.
 10 out of 10 people have heard the name
Bajaj Auto, therefore this strongly is an
Asset.
 8 out of 10 people found the quality of
Bikes splendid. So this is another Asset for
Bajaj.

35. Continued ..
6
out of 10 people were unhappy because of the
service provided after sales, so this is an Liability
for Bajaj Auto.
 Bajaj have patents, trademark and a well managed
channel relationship which makes its bike
available in every corner of the country. So this
turn out be an Asset.

36. Results
4
Assets and 1 Liability.
 So it is clear that Bajaj Auto is doing very
good and overall its result proves to be an
ASSET

37. Thank You !
Presentation By –
Aryan Khan, 11
Ayush Parekh, 21
Divyanshu Patel, 23