CHETAK by BAJAJ

Topic – Electric 2 Wheeler

CLASS 2- GROUP 1 (C2G1)

Aamir Khan FT213001
Aditya Manekar FT213004
Akhil Ramesh FT213009
Arushi Tomar FT213017
Divya Baser FT213026
Keerthiga M FT213036
Nithesh Kumar FT213053
ALL NEW CHETAK
The new age electric head-turner Chetak is all set to rule the roads with exclusive and attractive features that Bajaj has been
handpick to make each ride a memorable journey. Gear up to experience the all new Chetak by Bajaj.

o Move around in style – The stylish Chetak is designed with focus on smooth motion. Aesthetically pleasing
with all metal body, it not just suits your style but is durable and sturdy.
o Power by technology – Features the latest electric mobility technology to offer timeless experience. Fuelled by
advances algorithms that automatically evolves, monitors and optimises every electrical to mechanical
component in order to offer maximum life with zero downtime. It is your 24*7 companion.
o Quality and Durability assured – Chetak is IP67 certified, promising water and dust resistance with highest
level of quality and durability. Build with utmost care and high quality parts, Chetak still hold quality and
durability in its DNA.
o Drive the electric revolution – Chetak gears to full charge in 5hr and rides you up to 95km of memories, and,
with just an hour of charging get ready to enjoy 23.75kms.
o Brakes – A disc brake for the front wheel and drum brake for the rear wheel promises effective deceleration
under all conditions.
o Reverse Gear – Chetak makes your ride breezy with the new reverse mode for hassle-free reverse from packing
spots.
o Warranty – Chetak promises to ride along with you to the future with 3 years of battery warranty

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SWOT
STRENGTH WEAKNESS
• Environment friendly • Lack of recharge points
• New age technology • Recharging time
• Less maintenance due to fewer moving parts • Expensive
• Lower registration fees for EV • Lack of availability of spare parts
• Less noise • Lower top speed
• Stylish looks
• Reverse gear
• IP67 certified – dust and water resistance
• Requires servicing only once a year

OPPORTUNITY
• Growing awareness and consideration
• Government facilitating charging stations creation
• Subsidy/Incentives to buyers
• Incentive to registered owners to deregister old 2
wheelers
THREAT
• Increasing per unit cost of electricity
• Competition from hybrid automobile makers.
• Affinity towards traditional model of 2 wheelers

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 Segmentation and targeting
Segmentation IT
Professionals
PSYCHOGRAPHI
C – People
DEMOGRAPHIC – concerned for
Affluent people in
the age group 24
the environment
and preferring Pune and 24-40 year
– 40 year
modern style Bengaluru age
and comfort Target Reason for focussing on IT
GEOGRAPHIC –
Market Professional
BEHAVIORAL – Chetak is
People who buy concentration
technologically on Urban • They are young and ready to experiment.
advanced Population, • They travel regularly to their work place.
products starting with Tier • They are technologically advanced and
I city
People willing Travelling adapt quickly.
to pay Rs shorter • Their pockets are not as much affected
1,00,000 distances as compared to other working
professionals by Corona.
• They avoid traffic and prefer 2 wheeler

Target Cities

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 POSITIONING STRATEGY
POINTS-OF-PARITY
→ Environment Friendly
→ More powerful motors
→ Registration tax rebates for electric → Maximum Speed - 95KM/HR
vehicles
→ Smooth and noiseless motor
→ Lesser moving parts
POINTS-OF-DIFFERENCE
→ Battery Backup: 25% charge–1 hour,
100% charge – 5 hours
→ Always connected to a mobile device
→ Premium look with high quality Positioning Statement
materials
→ Battery Warranty Be ready for your adventures with the
→ Reverse Gear all new Bajaj Chetak. With its elegant
→ 3-Years warranty design, sturdy features, and premium
→ Servicing required only once a year metal gaze, it is also always connected
to your mobile devices to ease your
experience, and is ready to make an
impression.
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Target Market Segment Sales Strategy Marketing & Awareness Product Expansion Service & Distribution
• The Scooter is targeted • Go Social!! - As most of Plan Strategy Channels
mainly on the urban the customers are people • “Hamara Bajaj” Ad • Chetak is eligible for the • Bajaj Chetak has a service
people who are working in IT , Digital campaign will be FAME 2 scheme which was interval of 15,000km . It
environment conscious marketing and Social aggressively promoted put forth by the central requires very little
and those who are looking media advertising would and the brand value of government as it has been maintenance. The scooter
for stylish vehicle with be extensively used. then Retro “Chetak” will priced under 1.5 lakh. The could be serviced in any of
latest features. • Give free test rides to be fully leveraged. incentives provided by the the nearest available Bajaj
• The vehicle is thus first people so that people get a • Home charging station kits government will be used to service centres in the cities
launched in Pune and feel of the vehicle. will be provided for free expand the presence of where it has been
Bangalore which are • The Road shows and along with the vehicle. Chetak in other cities. launched.
potential markets for EV charging workshops would • Promote it as “Zero • Only the metros which has • The sales will be done
and Bajaj also has be organised all around Emission Vehicle” as many sufficient charging stations through the existing
manufacturing facility in city to teach attendees people are environment will be selected for further probiking network with
Pune. about the ease of Electric concerned now a days. expansion. KTM.
• The product will be made bike ownership.
available in other urban
markets gradually.
Go To Market Strategy For Chetak
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 SCENE #01 SCENE #02 SCENE #03

STORYBOARDING
FOR
ADVERTISMENT
A man is driving his electric two wheeler He saw a huge protest by people against Thinking that his electric vehicle has no
swiftly and smoothly with a joyful smile increasing environmental pollution caused noise/air pollution he continued along the
on face. by automobiles road with the same joyful smile no his
face

SCENE #04 SCENE #05 SCENE #06 SCENE #07

He came across another ferocious protest On other side of the road he saw a long Unaffected by the protest and the long line He effortlessly accelerates the vehicle to
against sudden rising of fuel prices along line of vehicles refueling at a gas station at the gas station He continued along the fade out along the way with the title
the road anticipating another fuel price hike shortly. road with the same joyful smile no his face popping out “PEACE OF MIND
GUARENTEED”. 6
EMOTIONS AT PLAY IN THE LAUCH OF BAJAJ CHETAK
Branding strategy Kano Model Emotional dilemma faced by customers

Chetak was the first Bajaj brand that put India on The below mentioned are some the questions faced by the
wheels and revolutionized the way Indians customers about the new age electric vehicles which they have
travelled, so rather than creating a new brand for never used before and hence the Chetak branding will be the
gaining traction we have decided to name the solution to this uncertainty. Trust in the brand Chetak, the
product as Chetak with which people have a company will always ensure that the customer needs are taken
connect and which has been a symbol of trust for care of.
decades.
The new Bajaj Chetak will be the next generation
revolution which will change the way Indians No one is
travel in future. buying electric
vehicles, am I
making a
mistake ?
What will be
Will the range
my perception
of the vehicle
in the society
be enough, will
Bajaj Chetak will be a high price and high value product now that I am
I be charging
for the customers. using an
this vehicle all
electric
the time ?
The marketing strategy will be tagline “Hamara Bajaj”, vehicle?
which prides the customers of using Bajaj products and
the current Atmanirbhar Bharat campaign will give the
customers a added esteem of using products made in Will the
India. Will this
maintenance
electric scooter
cost be lower
last as long as
than my
my old Honda
previous
Activa ?
scooter ?

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 AFTER PITCH

Average B’lore Driver wastes 243 hours 3 years warranty,3 free services,
in traffic jams every year Service required only once a year

21% rise in petrol prices compared to

21 out of 30 most polluted cities of
12% rise in electricity charges in last 5
the world are in India
years

95+ Km range in single full charge Stylish, trendy, cool, premium, retro

Fast and easy to use home charge, Hassle free service at

with 25% charge in 1 hour 2672 Bajaj service centers in 519 cities
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 AD CAMPAIGN: YE GHODA PETROL NAHI PEETA

The ad will feature Virat and Anushka, travelling to electronic city-Bangalore, on Bajaj Chetak wearing helmets, with a laptop bag
as they are travelling to their workplaces. They see a protest on the way to their workplaces regarding increasing air pollution,
and they talk among themselves and take pride, that they’re not adding to the increasing emissions. There is another protest
about the increasing fuel price and congestion at the petrol pump, and they’re delighted that they are not affected by the rising
fuel prices, nor the long queue at the gas stations, as they can easily their vehicles at their own convenience using fast charger.
All the protestors along the way are eye-balling their vehicle due to its stylish design and premium metal finish. While leaving
from work, they are able to locate their Bajaj Chetak in the parking space using the mobile phone connectivity feature. In the
congested space of the parking, they conveniently take their vehicle out from the parking space due to the reverse feature of the
vehicle.
The ad will also highlight the unique features of the Bajaj Chetak apart from those mentioned above
1. The satin chrome bezel
2. Signature "C" of Chetak
3. The rear LED sequential blinkers
4. The stylish headlamp
5. The high-quality durable materials
6. Top speed
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