BAJAJ AUTO LIMITED

MARKETING STRATEGIES
 MARKETING RESEARCH
 MARKETING RESEARCH IS DONE BY TWO SOURCES :-
BASED ON QUALITATIVE & QUANTITATIVE SURVEYS.

 1. IN HOUSE – MARKETING DONE BY EXPERIENCED

STAFF OF BAJAJ (QUALITATIVE).
THIS GIVES INSIGHTS OF A
CUSTOMER.

 2. OUT SOURCED – MARKETING DONE BY OUT SIDE

AGENCIES (QUANTITATIVE).
THIS GIVES IDEA OF WHICH BIKE
POPULAR AMONG DIFFERENT

SEGMENTS.
AFTER THE RESEARCH DONE THE
REPORTS ARE SENT TO:-

 R&D DEPARTMENT, AND

 PRODUCT PLANNING TEAM.

WHERE TEAMS LOOKS OUT FOR THE

FEASIBILITY AND DEVELOP THE
PRODUCT ACCORDINGLY.
 SEGMENTATION OF BIKES
ENTRY EXECUTIVE SPORTS
SEGMENT SEGMENT SEGMENT

1.PLATINA EXECUTIVE EXECUTIVE STANDARD SPORTS

DELUXE SPORTS DELUXE

2. CT – 100 DISCOVER DISCOVER PULSAR 150 PULSAR

125 135 180

3. BOXER WIND DISCOVER PULSAR

XCD 135 200

PULSAR
220
MARKETING DONE PRIMARILY
BY TWO DEPARTMENTS:-

 BRAND MARKETING
TV, RADIO,NEWS PAPERS,MAGAZINES
ETC.

 MARKETING TEAM
CANOPIES,GROUND ACTIVITIES ETC.
MARKETING OF BAJAJ DONE
IN TWO PHASES:-

 ABOVE THE LINE (ATL)

EX-TV, RADIO, NEWS PAPERS ETC.

 BELOW THE LINE(BTL)

EX- EVENTS, CANOPIES,

AOTU-EXPO, BAJAJ MANIA ETC
 UMBRELLA MARKETING

 WHICH COMPRISES OF MARKETING OF

WHOLE BAJAJ AUTO SEGMENTS.

 PUNCH LINE –

HAMARA BAJAJ(OLD)
DISTINCTLYAHEAD(PREVAILING)
 INDIVIDUAL MARKETING

 MARKETING DONE FOR THE SPECIFIC

SEGMENTS OF BIKES.

 PUNCH LINE FOR BAJAJ PULSAR:-

 DEFINITLEY MALE
FINALLY READY TO CONQUOR
THE ROADS.
 AFTER MARKETING BIKES ARE DISTRIBUTED
TO DEALERS WHICH ARE FURTHER PUT IN
SHOWROOMS TO SELL.
 THEN DEALERS AND SHOWROOMS DO
FURTHER MARKETING THROUGH DIFFERENT
MODES.
 THEY ALSO DO PROMOTION OF BIKES BY
OFFERING DISOUNTS, COUPONS, LUCKY
DRAW AND GIFTS.
 CANNIBALIZATION
 NEW PRODUCT LAUNCH KILLS THE
EXISTING PRODUCT MARKET SHARE OF THE
SAME CAOMPANIES IN SAME SEGMENT.

 BAJAJ IS VERY MUCH PARTICULAR ABOUT

IT WHILE MAREKTING AND LAUNCHING OF
NEW PRODUCTS.
 FOR EX:- ELIMINATION OF ‘WIND’ WITH THE
LAUNCH OF ‘DISCOVER’.
 THANK YOU

 ADITYA SINGH
 M&S SEC-D
 ROLL NO.- 35