“Project on comparison of advertising appeals

taken by hero Honda, Yamaha, bajaj”.

Submitted to
Prof. Neeraj singhal

Submitted by
Rahul kr. sharma
Sumit verma
Sanjay Kumar
Vikas verma

Introduction
 Advertising appeal gives a reason to buy a product. An advertising campaign
may have one or more advertising appeal. One appeal can be used and it can have sub themes
in an advertising campaign. Appeal needs to be unique and needs to give positive impression
about the product to the target audience. Every appeal that is used by the companies in the
advertising is as per their competitors. Another important aspect of appeal is that it needs to
be believable by theaudience. Audience gets attentive when the advertisement is there, they
try to comprehend it and then finally their purchase behavior is inclined towards the brand.
When audience behavior is molded by the advertiser towards the brand then only their
purpose of advertisement is achieved. In order to do so advertisers understand the
psychological aspects of the audience and then they try to develop the advertising appeal
which can change their attitude towards the brand.

For advertiser it is very important to understand how the diffusion of the message
that takes place in the target audience and in order to have a positive diffusion advertiser
creates a favorable environment. Words play an important role in the advertising message as
it directly affects the mind of the target audience. Psychologist feels that all the human
activities are based on the needs (Lamb et al., 1992, Schewe, 1987). Consumers may have
different types of needs like physiological, physical or latent. An individual who has a
specific need always look for the information from the marketing world. When there is cue
which is as per the need of the consumer then an individual responds for the product. Drivers
that are present in an individual vary at the different levels. Consumer may be inclined
towards the product because of the aura of prestige which is associated with the advertising
appeals.

Advertising appeal is the main central message in the advertising message. It

arouses the desires and addresses the human need that can be satisfied by the product which
is advertised. Appeal is the underlying content in the advertising. Advertising appeal and
execution are usually interdependent but advertising appeal can be used in all types of media
but the execution style is different for different type of media. Advertising appeal is that
something which attracts the consumers and develops interest in them. Some common
consumer appeals are esteem, sex, fear, security and sensory.

Advertising intends to promote the sales of a product or service and also to inform the masses
about the highlights of the product or the service features. It is an efficient means of
communicating to the world, the value of the product or the service. Advertising utilizes
different media to reach out to the masses and uses different types of appeals to connect to
the customers across the globe. The various types of advertising appeals harness different
means of highlighting the features of a product and drawing the attention of the masses
towards it. Here is an overview of the different types of advertising appeals.
After post liberalization there have been radical changes that have taken place in all sectors
including two wheelers auto lndustry. As two wheelers accounts for almost 80 percent of the
total automobile output & within two wheeler segment, Scooters forms a chunk of over 60
percent & bike 40 percent. Mostly bikes are liked by young generation, those have fast life.
The long term out look for India ‘two wheeler industry is bright. As the growing middle
classes of the country is fully based on the idea of a personal transportation which is ideally
meant by two wheelers. Keeping on all the above factors in consideration Escorts Yamaha
Motors Ltd thought upon the ways to widen its after sales service network. It already has a
wide network of dealers, sub-dealers & service centers. But it was noted that it still needed to
widen it further.

Hero Honda
Corporate Profile
Hero Honda Motors Ltd. is the world's largest manufacturer of two – wheelers, based in
India. 

The company is a joint venture between India's Hero Group and Honda Motor Company,
Japan that began in 1984. 

In 2001, the company achieved the coveted position of being the largest two-wheeler
manufacturing company in India and the ‘World No.1’ two-wheeler company in terms of unit
volume sales in a calendar year by a single company. Hero Honda has retained that coveted
position till date. 

Today, every second motorcycle sold in the country is a Hero Honda bike. Every 30 seconds,
someone in India buys Hero Honda's top-selling motorcycle – Splendor. 
Vision
The Hero Honda story began with a simple vision – the vision of a mobile and an empowered
India, powered by Hero Honda. This vision was driven by Hero Honda’s commitment to
customer, quality and excellence, and while doing so, maintaining the highest standards of
ethics and societal responsibilities. Hero Honda believes that the fastest way to turn that
dream into a reality is by remaining focused on that vision.

Strategy
Hero Honda’s key strategy has been driven by innovation in every sphere of activity –
building a robust product portfolio across categories, exploring new markets, aggressively
expanding the network and continuing to invest in brand building activities. 

Manufacturing
Hero Honda bikes are manufactured across three globally benchmarked manufacturing
facilities. Two of these are based at Gurgaon and Dharuhera which are located in the state of
Haryana in northern India. The third and the latest manufacturing plant is based at Haridwar,
in the hill state of Uttrakhand.

Technology
In the 1980’s Hero Honda pioneered the introduction of fuel-efficient, environment friendly
four-stroke motorcycles in the country. Today, Hero Honda continues to be technology
pioneer. It became the first company to launch the Fuel Injection (FI) technology in Indian
motorcycles, with the launch of the Glamour FI in June 2006.

PRICE LIST
Model PRICE RTO INS TOTAL

CD-Dawn 32900 1699 845 35444

CD-DLX(MAC) 36650 1850 918 39467

PLEASURE 36740 1850 912 39502

SPL.NXG 39550 2050 999 42599

SPL.PLUS 41250 2099 999 42599

PASION PLUS 43750 2105 1005 46905

SUP.SPL.(RING) 44150 2199 1024 47373

SUP.SPL(MAC) 44900 2399 1109 48408

 GLR.(MAC/SELF) 46250 2250 1055 49555

GLR.(DISK/SELF 48250 2350 1086 51686

CBZ.EXE (SELF/DISK) 57500 2750 1218 61468

HUNK 57000 2725 1216 60941

KARIZMA 73900 3400 1446 78746

CD-DELUXE(RING) 35400 1800 899 38098

SEGMENTATION, TARGETING & POSITIONING

From the current segmentation, targeting & positioning and consumer surveys we found that our
client has targeted the following segments:

 Congested areas of urban cities.

 Males/Females between the age group of 18-36

 Middle class people , mostly officials & executives

The client analysis from our questionnaire it was found that our client has targeted the right
segment.

The gap between motorcycles sold by Hero Honda and its closest rival is approximately 1 m
units (23% of industry size). One of the reasons for the tremendous performance of Hero
Honda is the significant increase of share of motorcycles in the two-wheeler segment, from
42% in FY99 to 77% in FY04. No doubt, that the shift in preference of Indian populace from
scooters and mopeds towards motorcycles has facilitated the growth of Hero Honda.
However its performance vis-à-vis industry indicates that the performance of Hero Honda
was better than the industry peers, barring two years. In the seven-year period ending FY04,
it has achieved a CAGR of 30% in two-wheeler volumes against 11% of the industry.
Key factor of marketing strategy
“India and Bharat co- exist today. India comprises of fast growing cities and
town; Bharat is made up of villages entering the economic main stream. We
seek to walk & march with both India and Bharat”

EXAMPLES
Super Splendor

This Bike comes with 125 cc new generation quantum core engine with an output of 9 bhp
(6.7 kw). Its relaxing seating arrangement with other comfort features like less strain while
clutching and declutching, low noise and less vibration engine etc, makes it more market
friendly bike.

For the convenience of the biker, there are few features included here are trip meter, peep
hole, large utility box etc. Some safety features included here are pass switch and push cancel
indicator switch, muffler with heat shield etc.
Splendor

4 stroke single cylinder lair-cooled, OHC engine delivers power of 5.5 Kw (7.5PS) @ 8000
rpm . Running with the maximum mileage of 85 kmph, this bike is giving the optimum
satisfaction for long journey.
Its double cradle frame gives the steadiness in biking. Its wider 1230 mm wheelbase provides
the proper base for safer riding.
Lighting fitting included in it like multi reflector with halogen bulb makes the biking secured
at every time.

Splendor NXG

Splendor NXG comes with a new engine and pioneering features and
combines stylish looks with a high performance engine. It features
trapezoidal multi -reflector headlamps which is powerful even at low
speeds. This is achieved by powerful battery which powers the DC high beam in the
headlamp and its strength is not dependent on the engine rpm. Circuitry for the low beam and
pilot lamp has also been enhanced for low variation in intensity arising from changes in the
engine rpm.

Market Targeting: -
Effective Segmentation Criteria

To be useful, market segments must rate favourably on five key criteria:

 Measurable, the size, purchasing power and characteristics of the segments can be
measured.

 Substantial, The segments are large and profitable enough to serve. A segment
should be the largest possible homogenous group worth going after with a tailored marketing
program. It would not pay, for example, for an automobile manufacture to develop cars for
people who are less four feet tall.

 Accessible, The segments can be effectively reached and served.

 Differentiable, The segments are conceptually distinguishable and respond

differently to different marketing-mix elements and programs. If married and unmarried
women respond similarly to a sale on perfume, they do not constitute separate segments.

 Actionable, Effective programs can be formulated for attracting and serving the
segments.

Positioning: -
Positioning is the act of designing the company’s offering and image to occupy a distinctive
place in the minds of the target market, the goal is to locate the brand in the minds of
consumers to maximize the potential benefit to the firm. A good brand positioning helps
guide marketing strategy by clarifying the brand’ essence, what goals it helps the consumer
achieves, and how it does so in a unique way. Everyone in the organization should under-
stand the brand positioning and use it as context for making decisions.

Pricing Strategy: -

Penetration Pricing: -
The price charged for products and services is set artificially low in order to gain market
share. Once this is achieved, the price is increased. This approach was used by France
Telecom and Sky TV.

Hero Honda Used penetration pricing strategy because that time Hero Honda use National
Segment and low income persons so they used penetration strategy.

Price Skimming:
Charge a high price because you have a substantial competitive advantage. However, the
advantage is not sustainable. The high price tends to attract new competitors into the market,
and the price inevitably falls due to increased supply. Manufacturers of digital watches used a
skimming approach in the 1970s. Once other manufacturers were tempted into the market and
the watches were produced at a lower unit cost, other marketing strategies and pricing
approaches are implemented.
Premium pricing, penetration pricing, economy pricing, and price skimming are the four
main pricing policies/strategies. They form the bases for the exercise. However there are
other important approaches to pricing.

Promotion: -
Below the Line Promotion: -

‘Below The Line is a common technique used for touches and feel products. Those consumer
items where the customer will rely on immediate information than previously researched
items. Below The Line techniques ensure recall of the brand while at the same time
highlighting the features of the product.

Above The Line Promotion: -

Above the line (ATL) is an advertising technique using mass media to promote brands. Major
above-the-line techniques include TV and radio advertising, print advertising and internet
banner ads. This type of communication is conventional in nature and is considered
impersonal to customers. The ATL strategy makes use of current traditional media:
television, newspapers, magazines, radio, outdoor, and internet.

Hero Honda used Above the Line Promotion because in the Above the Line promotion co.
members used advertisement through Radio, T.V., Newspaper and Other media
communications.

SALES FEGURE OF LAST FIVE YEAR-

Hero Honda sales are growing year by year. There is detailed analysis over here.
 YEAR SALES IN NO.
2005-2006 30,00,751
2006-2007 33,33,756
2007-2008 33,37,142
2008-2009 37,22,000
2009-2010 46,00,130

HERO HONDA ADVERTISEMENT AND PROMOTIONAL

ACTIVITIES WHICH HAVE A GOOD APEAL TO
CONSUMER.
HERO HONDA SA RE GA MA PA

Hero Honda Sa re Ga Ma Pa Challenge 2005 is a reality show that promises to go beyond just
the participants. It is a contest between the four Mentors themselves! The epitomes of the
music industry and the four mentors - Adesh Shrivastav, Jatin-Lalit, Himesh Reshammiya and
Ismail Darbar will come together only to battle against one another in a bid to make their team
win the title of the Hero Honda Sa Re Ga Ma Pa Challenge 2005.

'MTV Hero Honda Roadies' 5.0 Goes International

Play up your dark side in the unknown terrains of Thailand & Malaysia on the mean
machine!!

Three countries, foreign languages, unknown cultures & twisted people - 'MTV Hero Honda
Roadies' 5.0 is here and it's bigger and nastier. This year, MTV Hero Honda Roadies 5.0,
India 's longest running and most popular adventure-reality show, is going to take you through
the unpredictable terrains of Thailand & Malaysia .

'MTV Hero Honda Roadies' is back for the 5 th consecutive season. If being mean, unfair
and vindictive comes easy to you then push your way to the front of the line for the chance to
travel the world on a mean machine - Hero Honda Karizma! This year the show will follow 6
girls and 7 boys as they battle their way through the India leg of the journey from Goa to
Chennai and if they survive, through the International leg from Bangkok to Kuala Lumpur !
But remember there are no free tickets - if you thought last year was full of surprises, get
ready to be shocked this year.

Hero Honda and TERI announce winners for TerraQuiz 2007-

New Delhi, November 22, 2007: The Energy and Resources Institute (TERI) and Hero
Honda Motors Ltd. , the world's largest two-wheeler manufacturer, in association with
the Ministry of Environment & Forests (MoEF), today announced the winners of the 9th
TerraQuiz 2007 , a one-of-its-kind international inter-school environment quiz competition.

In a keenly contested competition among 32 schools, both from India and abroad,Moiz
Bohra and Sreelakshmy Koonath from Al Khor International School, Doha , came up as
winners and were crowned the "Hero Honda Green Ambassadors" for 2007-08. The title
confers upon the winners a responsibility to undertake initiatives to broaden and strengthen
awareness on environmental issues among fellow students.

Close contenders were Delhi Public School, Bokaro, Smt. Sulochana Devi Singhania School,
Thane and Indian High School, Dubai, which emerged as the first, second and third runners
up respectively. The TerraQuiz 2007 is a culmination of India 's only environmental
examination, the GREEN Olympiad. This year, the GREEN Olympiad witnessed participation
from over 80,000 schoolchildren, from 1400 plus schools from across the country and from
Indian schools in the Middle East and South East Asia.

Hero honda CAMPUS ROCK IDOLS 07-

Hero Honda Motorola Campus Rock Idols, India’s largest inter-college rock music
competition is all set for the forth edition. The annual independent competition “Campus
Rock Idols” for amateur bands at the campus level, in this third consecutive year, offers an
ultimate experience for bands to perform on a professional, technical and evolved production
offering.

DNA and Sports Media Pvt Ltd are the organizers and event managers of Campus Rock
Idols which debuted in 2004 is already India’s biggest annual independent college music
festival/completion. CRI covers multiple cities and on an average involves 300 colleges and
275 bands in a two-three month rock music extravaganza.

Campus Rock Idols 07 will be held across India in 10 cities over a 2-month period,
commencing from October 27 2007, and culminating on December 2, 2007 with a grand
finale in Delhi.

Hero Honda, keeping in mind the appeal of music with the youth continues to communicate
their brands through this unique initiative.

The regional events will commence in October 2007 in Indore, Hyderabad, Delhi, Manipal,
Ahmedabad, Bangalore, Shillong, Kolkata and Punerespectively. Bangalore, Hyderabad,
Manipal form the South Zone for the music fest. In the West Zone, the regional events will
take place in Pune and Ahmedabad. Jaipur, Delhi and Chandigarh form the three cities in the
North Zone. In the East Zone, the regional events will be in Calcutta and Shillong.

On completion of the regional events, the regional finals will be held at Delhi, Bangalore,
Kolkata, and Pune. The participants will be the first two winning bands from each of the
regional events including the metro events. The chosen bands will be provided with travel and
accommodation for the regional finals from the various campuses.

No other city can be more rocking for the finals than Delhi. The winning college band will
become the Hero Honda “CAMPUS ROCK IDOL.
ADVERTISEMENT THROUGH PRINT MEDIA:-
 Yamaha

Escorts are a creation of YUDI & HARI NANDA two brothers with constructive visions.
Committed & determined they planed to transform a small agency house, which was
established on 1994 to a 6000 million rupees group of international ramifications.

Escorts today among the top ten Eng. Industrial giants in the country a president annual
growth rate of 18 percent of the past decade basis testimony to this fact.

Escorts phenomenal growth & success stems from the fact that all its products are geared
to meet the people –agriculture. Transport industry. The groups operations include 14
manufacturing plants & special led marketing divisions a vast network of sales & services
outlet in the country & representation in some overseas market as well. They all satisfy
demand that by their vary nature are perennial & vital to the nations continuos progress.

Collaboration with international organizations of technological excellence constant

research to adopt the emerging technology to the specific requirements of the market & belief
in the psychology of industrial interdependence have made Escorts today one of the leading
lined-cities in india’s new industrial culture Escorts has emerged as a fraternity of above
50000 share holder.22000 employers 4000 ancillary suppliers 1600 dealers & stockiest all
engaged in a large-scale involvement & sustained efforts to meet the ever widening market
horizons of technological competence appropriate to India unique & changing needs.

Escorts believe in incorporating the world’s finest existing technology to meet the Indian
consumers demands by collaborating with internationally renewed companies.

DPMC is the largest franchised automobile distributor in Sri Lanka for Yamaha
Motorcycles, Yamaha Three Wheelers, Ford Vehicles and CHERY Cars. While making a
significant impact on the progress of the nation, the Yamaha Three Wheelers have also
promoted self employment, and enabled a means of support for over a million people.

DPMC’s wide range of Motorcycles such as the Pulsar DTS-i, Discover DTS-i, CT
100 has enabled hundreds of Sri Lankans to own vehicles with  high performance and a low
maintenance cost.MRF Tyres and Yamaha genuine spare parts are the other products that
have been launched by our Company. We always satisfy our customers by providing products
and services that are high in quality, through the commitment and team work of our
employees and their invaluable services rendered towards the Company. The efficiency and
dedication contributed by our employees together with the streamlining process and quality
assurance have helped our Company to achieve many quality standards.

In its environmental policy, David Pieris Motor Company Ltd. (DPMC) pledges its
commitment to conserve the environment as an essential requirement that will benefit its
employees, customers and all those who interact with the organization. The Company does
not just pay lip service to its environmental policy but makes a conscious effort to conduct
itself responsibly and with utmost dedication to ensure that not only its products and services
but also the operations upon which it embarks to bring them to market conform to
internationally accepted standards in order to safeguard the environment.

Environmental Policy- At David Pieris Motor Company we sincerely believe that

conserving and creating awareness on preserving the environment are essential ingredients
that will benefit our employees, customers and the society at large.We shall conduct
ourselves responsibly and with utmost dedication to prevent pollution, ensuring that all our
products and services and the operations upon which we embark to bring them to market,
conform to internationally accepted standards to safeguard the environment.

We shall abide by the relevant environmental legislations and regulations and comply
with their provisions by controlling the exhaust gas emissions of our Two Wheelers and
Three Wheelers to be within the stipulated standards, minimising dust emissions from
painting activities and also adhering to advanced systems and practices of disposal in respect
of rain water and solid waste.We stand committed to conserving natural resources by
collecting storm water and wash water and purifying and recycling it for usage in compliance
with Sri Lanka Standards for Potable Water.

We shall steadfastly strive to instil awareness in the general public to safeguard the
wildlife and its natural beauty through the display of educative hoardings and also through
Company sponsored tournaments for the development of sports, aptly titled ‘Nature’.We
shall operate within the requirements of an environmental management system based on ISO
14001, strengthening our existing Quality and Safety Management Systems, in order to
achieve continual improvement.We will accomplish the environmental objectives and targets
mandated in our Environmental Management System.We are equipped with a comprehensive
workshop and service facilities and assure you a high level of service. As a franchised dealer
for Yamaha we confirm the availability of spares for the vehicles we offer.

We also have Regional Offices in Kandy, Matara, Anuradhapura, Ratnapura, Ampara,

Dehiattakandiya, Puttalam, Mathugama, Trincomalee, Nuwara Eliya, Badulla, Kurunegala,
Yakkala, Negombo, Monaragala, Tissamaharama along with an authorised Service & Spare
part dealer network, Island-wide, for your convenience. Our objective is to serve outstation
markets, saving the customers  the bother of travelling to Colombo for  purchase or repair
facilities.

We at DPMC care about our employees, our customers and our workplace. While we
continuously try to make good business decisions, we think about the big picture too. We
care about the world around us and do our level best to minimize the impact our products and
manufacturing facilities have on the environment. And we are proud to say that we have been
rewarded for our good works.
5S: in recognition of our activities towards improving the work environment and increasing
productivity.

Health & Safety: in recognition of our dedication to ensure the health and safety of our
employees, customers and all those who visit our premises. We are equipped with a
comprehensive workshop and service facilities and assure you a high level of service. As a
franchised dealer for Yamaha we confirm the continued availability of spares for the vehicles
we offer. We also have Regional offices in Battaramulla, Kandy, Matara, Anuradhapura,
Ratnapura, Ampara, Nuwara Eliya,  Puttalam, Dehiattakandiya, Badulla, Mathugama,
Trincomalee, Yakkala, Kurunegala, Manaragala, Negombo and Tissamaharama along with
an authorised Service & Spare part dealer network, Island-wide, for your convenience. Our
objective is to serve outstation markets, saving the customers the inconvenience of travelling
to Colombo for purchases or repair facilities.

After Sales Services-

02 Services will be carried out free of charge within 02 months or 2500Kms,

whichever occurs first. Excluding materials.We offer a warranty period of 2 years or
30,000Kms, whichever occurs first, from   the date of purchase.

 Educational Programmes for Fleet Owners on Proper Maintenance

The prime function of this program is to educate the actual users of the vehicle on
basic maintenance procedures, in order to keep your vehicle in good running condition and
protect our investment.

Fleet Owner Discount-

Fleet owners of Yamaha Motorcycles will benefit by the following discounts offered,
applicable on cost of spare parts and labour on repairs carried out.

SPARE PARTS LABOUR

Category A 15% 10%

 Category B 10% 10%

Category A -Owners of 10 vehicles or more.

Owners of between 3 and 10
Category B -
vehicles.

OUR BRAND
Our Brand Identity

Our Brand is the visual expression of our thoughts and actions.

It conveys to everyone our intention to constantly inspire confidence.Our customers are the
primary audience for our brand.Indeed, our Brand Identity is shaped as much by their belief
in Yamaha as it is by our own vision.Everything we do must always reinforce the
distinctiveness and the power of our brand. We can do this by living our brand essence and
by continuously seeking to enhance our customers’experience. In doing so, we ensure a
special place for ourselves in the hearts and the minds of our customers.

Our Brand Essence

Our Brand Essence is the soul of our brand. Our brand essence encapsulates our mission at
Yamaha.It is the singular representation of our terms of endearment with our customers.It
provides the basis on which we grow profitably in the market.Our Brand Essence is
Excitement.
Yamaha strives to inspire confidence through excitement engineering.Blending together
youthful creativity and competitive technology to exceed the spoken and the implicit
expectations of our customers. By challenging the given. By exploring the unknown and
thereby stretching ourselves towards tomorrow, today.

Our Brand Values

We live our brand by its values of Learning, Innovation, Perfection, Speed and
Transparency. Yamaha will constantly inspire confidence through excitement engineering.

Learning
Learning is how we ensure proactively. It is a value that embraces knowledge as the platform
for building well informed, reasoned, and decisive actions.

Innovation

Innovation is how we create the future.It is a value that provokes us to reach beyond the
obvious in pursuit of that which exceeds the ordinary.

Perfection

Perfection is how we set new standards. It is a value that exhibits our determination to excel
by endeavouring to establish new benchmarks all the time.

Speed
Speed is how we convey clear conviction. It is a value that keeps us sharply responsive,
mirroring our commitment towards our goals and processes.

Transparency
Transparency is how we characterise ourselves. It is a value that makes us worthy of
credibility through integrity, of trust through sensitivity and of loyalty through
interdependence. India is a key market for Yamaha. From a manufacturing and production
perspective, the cost efficiencies available in India is extremely competitive when
compared with other markets. Keeping this in mind, we will be launching at least one new
model every year for young urban customers and provide them with a true Yamaha riding
experience. The products will be at least three years ahead of competition in terms of
styling, performance and features.We aim to triple our market share by 2010.

Atul Gupta, AVP, Sales & Marketing, Yamaha Motor India

.Biking is no longer only about mileage, power or style. It has to have a whole new zip, a
pep that elevates the riding experience to pure pleasure. Since its inception in 1982,
Yamaha Motor India has constantly evolved its approach to give the consumers better and
efficient technology. With Atul Gupta as Associate Vice-President, Sales and Marketing,
the two-wheeler major has chalked out an aggressive growth plan. Gupta, who began his
career in 1984 with Escorts Ltd, has 22 years’ experience in the two-wheeler industry.
In 1986 he moved to TVS Motors, where he was for a decade, before moving on to HFCL
in 1996. Gupta joined Yamaha in 2004 as Chief General Manager and assumed his current
post of Associate Vice-President, Sales and Marleting this year. 

Q. Yamaha seeks to be a brand for the young. How do you propose to go

about that?
A. Our marketing strategy is based on the philosophy that the customer is
supreme. Following that, we provide our customers products and services that
are beyond their expectations. With Gladiator being the first product in a
series of exciting new launches for the youth, we aim at creating a new biking
lifestyle that will make Yamaha a cool brand among youngsters in India.

Q. Please elaborate on Yamaha’s ‘Life Rocks’ campaign?

A. With the launch of Gladiator, we unleashed the ‘Yamaha Life Rocks’ teaser to
rally the youth around a bike brand that drives a young lifestyle with attitude.
Various rock bands were roped in to play live music near Yamaha hoardings
at the DND Flyway and Ansal Plaza in the National Capital region. Each
hoarding was covered with removable strips, which were peeled off one at a
time to reveal Yamaha’s new lifestyle brand. One such instance was the road
show at Ansal Plaza. The whole of Delhi was swinging to Euphoria’s ‘Life
Rocks’ concert. The event was India’s first ‘Flash Rock’ concert organised by
Yamaha as part of the launch campaign for Gladiator. People were invited via
SMS just a couple of hours before the concert began. The campaign sought to
create a world of Yamaha and project it as a lifestyle brand for the young. We
believe that our products have a huge appeal for the youth who seek
performance and the pleasure of a great drive with technology that is ahead of
competition. Also, as part of our national campaign to promote the Yamaha
Gladiator, we held test drives in more than 40 cities and towns. We held road
shows covering high traffic areas, markets and malls. We also put up
installations across all dealer outlets. The test drives in each city culminated
with a live rock show.

Q. Brand Yamaha got a big boost after self-confessed biker and youth icon
 John Abraham began endorsing it. What promotional activities have you
lined up with him?
A. To start with, we have tied up with shampoo brand Clinic All Clear for a
contest as it merges quite well with our brand. John Abraham is the brand
ambassador for both the products. What makes the contest unique is that this
is for the first time in India that a co-promotion strategy involving two brands
has been implemented. In keeping with the youthful image of both the brands,
we have launched this promotional campaign. It works on the theory, “If you
have cool ‘baal’ (hair) and own a cool ‘bike’, pretty heads are sure to turn”.
Consumers can participate in the contest by buying a Clinic All Clear 100 ml
or 200 ml bottle. Then they can SMS CAC to 455 or call a toll free number
1901-2334455 or log on to www.clinicallclear.com or get the contest forms
from any HLL super value store, answer a question and state a unique nine-
digit code printed at the bottom of the Clinic All Clear shampoo bottle. The
grand prize is a Yamaha G5 bike.
Q. Do you think launching different models will affect the sales of existing
ones?
 India Yamaha Motor Pvt. Ltd. kick-started-Yamaha Fiesta on
12th November 2010, a three day long fun-filled celebration comprising diverse array of
interactive activities and events for customers and their family members with the aim to offer
the best to its customers in the biking world and bring them closer to the brand.
As part of Yamaha FIESTA, which will continue till November 14, Yamaha has put together
myriad activities for everyone, including Mega Bike Exchange Mela, Super Service Camp,
Test Rides of Yamaha bikes, Sales & Finance Options, Food Courts, Special Safety Riding
Lessons for kids, Inter-collegiate Dance Competition and International Troop Dance
Performance to enthrall the crowd.
Please find enclosed below and attached the press release along with the pictures of the event.
Press Release
Bangalore, 12th November, 2010: With the aim to offer the best to its customers in the biking
world and bring them closer to the brand, India Yamaha Motor Pvt. Ltd. today kick-started-
Yamaha Fiesta, a three day long fun-filled celebration comprising diverse array of interactive
activities and events for customers and their family members. As part of Yamaha FIESTA,
which will continue till November 14, Yamaha has put together myriad activities for
everyone, including Mega Bike Exchange Mela, Super Service Camp, Test Rides of Yamaha
bikes, Sales & Finance Options, Food Courts, Special Safety Riding Lessons for kids, Inter-
collegiate Dance Competition and International Troop Dance Performance to enthrall the
crowd.
Commenting on the occasion, Mr. Yutaka Terada, Director-Sales & Marketing, IYM said,
“Yamaha FIESTA is a marketing initiative to come closer to the family segment of
customers. With the latest Yamaha bikes on display, it’s a treat for all Bangaloreans to be a
part of this mega event. The objective behind such initiatives is to generate active
participation and thus bring the masses closer to Brand Yamaha”.
Yamaha is getting an overwhelming response to the ‘Mega Exchange Mela’ that gives its
customers an opportunity to exchange their old bikes for brand new Yamaha bikes at the best
value. While people may enjoy their day with their family in the fest, others may drop into
the Yamaha Bike Service camp at Yamaha Fiesta for a free bike check-up by the Yamaha
Experts. To bobble up the excitement, Yamaha is also offering test driving skill zone to make
people realize a point or two about driving skills. For those on the look-out for easy finance,
Yamaha is offering multiple finance options at its exclusive sales & finance counter at Fiesta.
The kids can have their share of fun with kids YSRS and fun games organized exclusively for
them. The kids YSRS is an extension of Yamaha’s Safe Riding Science (YSRS) initiatives
which Yamaha has successfully launched across different cities of the country. India Yamaha
Motor has 8 female kids’ instructors especially trained & certified by YMC, Japan. The
company aims to train more than 400 kids through this activity over 3 days. Not only this,
Yamaha is also giving a chance to its customers to win a Yamaha bike by just being part of
Fiesta.
To add more zing to the event, evenings will be lighted by rock show and inter-collegiate
dance competition with power packed entertainment by some of the best known performers
from Bangalore. The international troop dancers will also display their perfect dancing moves
making the audience gasping for more. While swaying to the beats and grooving to the
rhythm the kids and parents also had the palette of their choice and experienced the
scrumptious cuisine from the exclusive food court of lips smacking food.
Yamaha, in the past, has organized marketing initiatives across the country and with Yamaha
Fiesta, the company is attempting to take the consumers experience to just another level
while increasing the brand appeal. The company will endeavor in bringing such innovative
marketing initiatives, which will have consumer participation, on a pan India level.

Yamaha's new campaign positions Fazer as touring bike-

Guests cannot see images in the messages. Please register to forum by clicking here to see
images.Yamaha has unveiled its latest campaign, for its bike variant Yamaha Fazer. Created
by Dentsu Communications, the campaign aims to position the Fazer which is most suitable
for touring. Speaking to Campaign India about the new campaign, Shivananda 'Doc'
Mohanty, creative head, Dentsu Communications said, "The idea behind the campaign was to
strengthen Yamaha's distinctive product offering. Each Yamaha machine offers its user a
distinct biking experience. Be it the R15 for supersport racing, the FZ series for stylish street-
biking and now, the Fazer for touring. The objective was to make the concept of 'touring'
appealing to prospective bike buyers."The brief that Dentsu received from the client was, to
communicate that touring is the experience of biking beyond city limits, where the journey is
as significant as the stops and that Yamaha with the Fazer, introduces this concept of touring
biking and the idea was to leverage this as a distinct differentiator.Watch the TVC here-
An array of bikers has gone touring over the weekend. One is with
a group, another with his son, a third with his girlfriend, and yet another rides alone. They are
enjoying themselves so much that they do not wish to return to their regular mundane lives.
Hence, each calls in with different excuses to their office and the viewer realises that they are
all from the same office! The VO then takes over with the brand's tagline, 'May the weekend
never end!" Most bike advertisements portray a woman who would do anything to ride
pillion with the man who owns the bike. This TVC however, has a different take on bikes.
Speaking about this, Mohanty says, "Every bike has a unique character. The Fazer's design
and features make it India's first sport tourer. As such, it was more important to use the bike
to showcase the appeal of touring, rather than do yet another execution of a bike-boy-girl
story."
Commenting about the campaign's aim to differentiate the brand from
its competition, he says, "We want to differentiate the Fazer by striking a real and inviting
tone with the campaign, rather than just being bombastic. Also, it is based on a human truth
with wide appeal, which the category has not yet touched. Finally, although Fazer is a great
looking bike with accomplished talents, it seeks to open up a new world of biking pleasure,
rather than playing with mere technical specs. The campaign stems from the consumer
insight, that people who love and live to travel hate to return back to their normal lives.The
media mix for the campaign includes TV, Internet, OOH, print, showroom POP and mobile.
The creative team that has worked on the campaign includes Mohanty, Trilochan Anand, Jai
V. Sheth and Trilochan Anand. It has been shot by Joel Peissig of Stratum.
 Bajaj auto

Marketing appeal of bajaj auto

Bajaj Auto Ltd. (BAL) is one of the oldest and the largest manufacturer of automobiles in India and
has been the market leader in scooters. In 1990s, the near monopolistic market structure, perhaps,
lulled the company into being complacent and they gave way to the competitors like Hero Honda and
TVS. 
Hero Honda and TVS Suzuki tied up with foreign majors to bring in the latest in terms of aesthetics
and technology, and Bajaj failed to gauge the changing tastes of consumers. In 1990s, there was a
marked shift in customer preference from scooters to motorcycles. Bajaj found itself at a loss here, as
this was largely an unchartered territory. 

Here in this work, I started with the industry analysis, company analysis, portfolio analysis, and then
moved on to exploring the strategies adopted by BAL to reinvent itself and once again become a
market force to reckon with in the Indian two-wheeler industry.  

The Company

Bajaj Auto is the flagship of the Bajaj Group of Companies. Bajaj is currently India's largest
two- and three-wheeler manufacturer and one of the biggest in the world. Bajaj has long left
behind its annual turnover of Rs. 72 million (1968), to currently register an impressive figure
of Rs. 81.06 billion. 

Profile Change in Indian Two-Wheeler Industry

The demand shift from scooters to motorcycles in the 1990s was without parallel in any
comparable product category in India. This was mainly attributed to the change in customers'
preference towards fuel-efficient and aesthetically appealing models, which scooter
manufacturers failed to provide. The delayed launch of new, advanced scooter models, fear of
four-stroke scooters being prone to increased skidding risks and vibrations, and the difficulty
of maintenance also contributed to this shift.

Hamara Bajaj-

In this thread, `The Great Indian Ads’ an attempt has been made to revisit the classic ads of
yester years which remain permanently etched in the collective memory of the Indian public.
These are real classics which make us feel that the time machine is indeed the need of the
hour.

There was a time when Bajaj scooters were the king on Indian roads. Supers and Chetaks
were the order of the day; Lambys had become unfashionable and Vespas tried to compete
but just. It was a time when people were willing to wait for months for a Chetak ; it was the
time of `Hamara Bajaj’.

The `Hamara Bajaj’ ad was able to capture the joy ride of a quintessential Indian middle class
family to its finest details- The father driving the scooter with utmost concentration
negotiating the traffic and also doing the `Great Indian Balancing trick’ on the scooter along
with three other members of his family. The younger kid would be standing on the front with
the mother clad in a sari sitting on one side of the scooter clinging on to the Stepney tire
while the elder kid would be sandwiched between the father and mother. Thus the idea which
was conveyed through the ad was that Bajaj is an integral part of the family and also stood as
a symbol of the unity in the Indian families. It was positioned as `Hamara Bajaj’ which
literally means `Our Bajaj’ thus further resonating its position as a family vehicle.

The vehicle was not particularly appealing to look at but it served the need of commutation
very well for the Indian families and it was apt for the Indian roads. Its durability was also
one of the best available and there was a notion that any problem would be solved by tilting
the vehicle sideways. A popular joke - “The Indian rocket did not fire. What to do? Just tilt it
for a second.” – only helped to reinforce the hold of this vehicle on the Indian mind.

Bajaj ads today reflect the changes in the society with the new Pulsar ads featuring the
advanced technology and the sheer joy of riding the machine. The `Hamara Bajaj’ campaign
however occupies a special place in the minds of the Indian consumer. It was one of the first
ads that created a sense of belongingness in them and hence most people feel very nostalgic
when they hear the jingle of the ad. The ad is also specially noted for the universal appeal it
was able to garner across India despite the many cultural differences. `Hamara Bajaj’ad might
have been in Hindi but it touched the heart of the customers and the heart knows no
languages.

Bajaj platina-
For about 30 seconds all we see is two leather-clad sisters fighting out each other replete with
Matrix like stunts until one of them defeats the other leaving her locked inside the bathroom.
The ‘winning’ sister then leaves the place with her helmet as a guy waits with his Bajaj XCD
bike. As they are shown riding the bike with screeching sounds and thrilling visuals thrown
in, voiceover goes “New Bajaj XCD 135, 5 speed gear box, DTS-SI, firm disk brakes, but
one pillion seat”. In the end, the screen flashes “Bajaj DTS-SI The world leader in Twin
Spark technology”.

I had mixed feelings about this one. On the one hand, the fresh take is a welcome break for
the category where bike ads are fast becoming synonymous with crazy stuntmen & even
crazier sfx (seen this?). There is the obvious good stuff – innovative concept, nifty execution
and nice looking girls . However, as I immediately felt and later even read in some comments
– the ad seems to be overkill for a 135 cc bike. The actual product does not live up to the
expectations created by the over-the-top visuals in the end. In that regard, I found the earlier
traffic-signal conversation ad way better and something the average commuter would find
much easier to relate with.

Also, it was a bit of an anti-climax (and I understand that it may be an intended one) to see
the super-chique girls warring it out for the ‘pillion seat’. The way they were dressed and the
way they fought, I was expecting them to ride the bike themselves; so much for Gen-Next
women! But I guess that’s a risk Bajaj is not ready to take, lest it drives away all its potential
male customers.

Imho, they could have toned down the whole ad a little bit. Maybe they could have shown
two average salwar-kameez clad girls battling it out and then one of them emerging coyly out
of the house to join her boyfriend. The visuals of the bike could have followed though with
lesser razzmatazz to fit in with the brand proposition of this bike.

So there, even though humein yeh junglee-billiyan bahut pasand aayin, sometimes less is
indeed more.

  Weight Rating W*R

Idea/Innovation/Creativity 15 7.5 112.5
Execution      
Storyline/Screenplay 10 7 70
 Music/Jingle 10 5 50
Cinematography 5 7 35
Acting 5 7 35
Duration vs Impact 5 5 25
Cost vs Impact 5 6 30
Recall      
Brand Recall 10 6 60
Ad Memorability 5 6 30
Tagline     0
Product Association 5 7 35
Target Audience Connect 7.5 6 45
Entertainment  5 7 35
Claim 2.5 1 2.5
Emotional Appeal 2.5 2 5
Total 92.5   570

 Weighted Average Rating: 570/100 = 5.70 (on a scale of 10)

Bajaj's long-term aim is to convert the majority 100cc bike owners to the
mid-segment junior Pulsar -- Bajaj XCD DTS Si-

One has grown up hearing stories of the genie trapped in a bottle, who, when freed, grants
three wishes to express his gratitude. In a new campaign for the XCD 135 DTS Si, Bajaj
Auto has used this Arabian Tales' character to its benefit. There's a twist in the tale though.

Lamp! Genie! Poof!

After the leather pants, high heels, drama and stunts in its first campaign, Bajaj XCD 135
DTS Si has turned its focus to the simpler man.
The first campaign for the mid-segment bike was launched in February this year. The second
one is to maintain the saliency of the brand and take it forward

Created by Ogilvy India, the ad film opens on the shot of a man walking barefoot on a beach.
He trips on an ancient lamp and out comes a genie, who is ready to grant him his wishes. The
man asks for a house. Poof! He is in front of a palatial house, but the man asks for something
more ordinary. Though surprised at his demand, the genie grants him an ordinary house.
Similarly, when the genie gives him a modern-looking life partner, he prefers a more
traditional-looking girl. He cites the reason that he is an ordinary man.

The ad ends with a shocked genie, who cannot understand this man's motivations. When the
genie grants him a Bajaj XCD 135 DTS Si bike as his mean machine, the man is more
satisfied with an ordinary bike, as the XCD is way too special for him.

The film has been shot over two days in Madh Island, Aksa Beach and Film City in Mumbai.
Prashant Issar of Corcoise has directed the film.

Issar didn't want to use any special effects in the film for the genie. "They've been done far
too often," he says. The sequences, where the man makes his wish and the genie grants it, are
simple cuts, where the camera moves to the sky and then, cut to the next shot.

Casting was of utmost importance for the film. Gajaraj Rao, director with Code Red Films,
plays the genie. Issar wanted someone who could portray the frustration and anger of a spirit
locked up in a lamp for years. Also, Issar didn't want to dress him up like the fairytale genies,
but make him more contemporary.

Though a stark contrast from Bajaj XCD's earlier commercial, Bajaj insists that the bike
continues to be pegged as a "chick magnet" – had the protagonist chosen the XCD, the
subliminal message is that his wish would be at par with other "special" wishes, such as an
attractive woman and a palatial house.

Milind Bade, general manager, marketing, Bajaj Auto, agrees that there's a marked change in
the tone compared to Bajaj's previous campaigns, be it for Bajaj Pulsar or even the earlier
'Twisted Sisters' campaign.

The percentage of consumers that pick low segment bikes (100cc) is far greater than those
who choose a mid-segment bike (100cc plus), explains Bade. Bajaj has expanded its target
group from youngsters to include working executives as well. Hence, Bade expects to have a
greater number of converts from the commuter bike segment to the XCD, as the bike
promises a commuter bike with a few sporty attributes. The brand is, thus, targeting the 100cc
bike owners, and aims to induce them to upgrade to a mid-segment bike.

Deepesh Jha, creative head on Airtel at Rediffusion Y&R, agrees that pricking the male ego,
by telling him that you're losing out on a lot more when you don't ride a Bajaj XCD, is a nice
approach. Jha also notices the change in language that Bajaj has taken with this particular
commercial. "Bajaj has brought down the language in which it talks, much like a Bajaj
scooter ad," he says.

Nandita Chalam, vice-president and senior creative director, JWT is pleasantly surprised. In a
category where most advertising centres on special effects and fast moving shots of the bike,
the age-old story of a wish-granting genie comes as a breath of fresh air, she says. Chalam
also thinks that the route the agency has taken to prove the point – that the bike is special – is
good.

Though when compared to the slick and fast ad that the brand released earlier, this one falls a
bit short, thinks Bapi Bit, senior creative director, Publicis Ambience.

This campaign is mainly relying on television. Some print and outdoor has also been used.

Comaprison between Hero honda and Bajaj ad-

Hero Honda has been a great example of a successful home grown company. The moment
they had the ‘Fill it,shut it, forget it’ splendor product,the company knew they had hit the
jackpot. But, there is another company older than the Hero Hondas, who have competed with
them and in certain ways overtaken them. The Bajaj – a decade back, was the old dodgy
scooter which ran hesky pesky infront of our vehicles. Now, they are a synonym with styling
and resonate with the hip crowd.

One thing i have been observing with Hero and Bajaj, is that how different their image
positioning seems to be. If you have been a keen follower of advertisments by both
companies, you will see a remarkable difference between the image projected by Hero and
Bajaj. Hero has been, i would say valiantly trying to connect with the young crowd. If you
compare the ads with Bajaj, Hero has created some blatant and wry commercials. Like the
one in which the film start Hrithik tries to take revenge by splashing dirt of rouges, or the
usual bike flying through the clouds!. Just think about Bajaj’s ads. None of them have a high
profile actor, they all are tremendously innovative in terms of story line. The ‘Pulsar mania
ad’, the Caliber hoodibaba ad, the Pulsar limited edition – fastest indian ad all are a notch
above the Hero honda’s mediocre ads. I have no idea, why the executives in Hero Honda
seem not to understand that young crowds are connecting with the Bajaj ads.

Most of Hero Honda’s models are budget market types.However, there are upmarket models
which compete with Baja’s Pulsar,such as the Karishma. I shouldn’t only blame Hero for that
matter. Honda,Suzuki who are all new entrants in the market have been pushing mediocre
ads. An exception lately was Yamaha, with their cheap but racing style evoking R1 and FZ
models. The ads are not innovative in concept,but the product style gives the aura.

Advertisement Strategy-
 Bajaj used to convey the feeling of ‘Indianness’ in its ads.

 With a punch line ‘Hamara Bajaj’ Bajaj drove into everybody’s hearts and the title
song of ‘Naye Bharat Ki Naye Tasveer’ added a great value to its mobikes and
scooters.

 But recently, its punch line i.e. ‘Hamara Bajaj’ got converted to ‘Inspiring
Confidence’
 Bajaj is always known for its ads without well-known brand ambassadors.

 The concept of Definitely Male was well accepted by the people and Bajaj came out
with some astonishing ads.

 Getting on to his bike, a man gets all set to make a move. As he puts his helmet on, a
message appears on the windshield, 'Partially sunny from 16:37 hrs.' While the biker
cruises through the city, some army men are out for their jog. Just before they cross a
road, a zebra crossing forms ahead them and disappears after them, while the biker
waits patiently. A young lady talks to her beau on the phone, while an image of his
forms before her.

She switches the phone off and the image disappears, in time for her to catch a
glimpse of the bike Riding on, he spots a child playing with a remote controlled toy.
In the next shot the toy turns out to be a roller coaster, with children inside enjoying
the ride As he takes off his helmet everything turns back to it's usual self. MVO:
"Imagine a world as advanced as the new Pulsar DTS-i... DTSi came out to be a good
one with proper publicity advertisements and that too without any highly paid brand
ambassadors.
The "flying B" as it has been named represents style and technology.

"Flying B" form denotes speed and open form denotes the transparency.

Bajaj has adopted a new brandline of "Inspiring Confidence". The Identity has a fresh new
blue colour This Blue represents stability and strength of Bajaj.

 Targeted at the youth segment

 The Bajaj Pulsar has been designed and styled as a mean masculine robust machine .

 Sporty Looks

 Supreme Performance

 Riding Comfort

Summary This assignment report reflects the marketing strategy of the bajajAuto, which is
India's the biggest two and three wheeler industry. Successful market depends largely upon
company's ability to manage its marketing programmers within its environment. The
understanding of these environments is essential for the marketers to make future marketing
plans. To cover market Bajaj Auto marketing division makes different marketing policies and
for that market research is done. According to need, want and demand of the customers
marketing policies of the company is implemented .It also reflects how Bajaj Auto handles
main competitors. Introduction: Marketing is the front-line busines markets. The main target
of the company is middle-income family. They encourage them by providing bike on
installment because company concentrates on bike segment. To ride bikes compared to other
two wheelers is easier one and with great comfort. Market positioning: After a company has
decided which market segments to enter, it must decide what 'position' it wants to occupy in
those segments. Market positioning is arranging for a product to occupy a clear, distinctive
and desirable place in the minds of target consumers relative to competing products (Kotler,
Armstrong, Brown, & Adam, 1998, p196). Today Bajaj Auto Ltd has very good position in
two and three wheelers industry in India.

There are two prospective-

First, I will discuss it from the point of view of what management theory says.

Positioning refers to how the brand is perceived in the mind of the customer. In other words,
what does the customer think of the brand. Perception of the brand can be created in the mind
of the customer or the customer develops it on its own taking his experience with the brand
into consideration. Positioning is what you do to the mind of the customer and not what you
do to the product in the factory.

In simple terms, a brand should mean one and only one thing to the customer. In other words,
a brand can have just one positioning. The positioning that each brand occupies in the mind
of the customer has to be one, preferably unique. So, what Rajiv Bajaj is trying to do is
exactly right because today the Bajaj brand means too many things to too many people. Even
in the Rahul Bajaj Group, it means too many things to too many people, that is, finance,
insurance, auto rickshaw, high-end and low-end bikes. As such, Rajiv is correct when he says
that the Bajaj brand has been diluted and stretched beyond what is logical.

The other part of the branding and positioning theory that needs to be discussed is the issue of
brand extension or the use of an umbrella brand. Brand extensions by and large do not work.
It has financial and some marketing logic on its side but not the logic of the mind of the
customer. Remember, it is the mind of the customers where all the marketing battles are lost
and won and not in the retail stores. The financial logic behind adopting brand extension
strategy (trade acceptance, consumer acceptance, lower advertising costs, corporate image) is
so overwhelming that it is very difficult to counter it.

Bajaj has been striving hard to be the No. 1 in Indian two wheeler segment. Despite its effort
it not able to beat the Hero Honda, as Hero Honda has dominated the market for quiet a long
time and has created a good brand name. I personaly feel Bajaj bikes are better than Hero
Honda in terms of price, mileage and maintanance. Bajaj has trying with many promotional
strategies to increase its market share and to some extent it has been successful. The main
strategy of Bajaj is good advertising which is evident. Bajaj is also trying to upgrade the
product every year and is trying to lauch new vehicles every year. Bajaj is also doing lot of R
and D work which we can see from SNS suspension and Fuel Injection technology. Bajaj is
constantly trying to give more to the coustomers by give more features at the same earlier
price. Even though Bajaj is not the market leader, it enjoys being the best two wheeler
company in India.

New Bajaj Pulsar Bike Stunt Ad : Pulsar mania-

Starting from Bajaj’s first “New born Baby : Definetely Male” ad to their recent stunt ads,
Pulsar advertisements are always as cool as their bikes are. Although the bikes might not
match the super bike performance like the recent or Hayabusa, Yamaha n Suzuki has but its
the best bike you can buy below 1 lakh INR. Bajaj has always been a smart advertiser and
brand promoter. Generations of people have grown up watching their ads and whenever you
see one of them you always feel happy inside. The brand and some of the bikes stand for
what India is and what our values are. Be it the humara Bajaj or Feel like god or Men are men
or the new Pulsar Mania, they all communicate a strong message of “leadership in biking”,
“fun and happiness in driving”.

By Mtv-

They promote their product by organizing a t.v serials. And they sponsore that serials like
BAJAJ PULSAR STUNTMANIA. They advertise their product by the electronic media.
By Print advertising-
CONCLUSION

At last from the market survey, I came to the conclusion that Hero Honda, Bajaj &

Yamaha Bikes are on more market demand because of its marketing strategy. They

advertising their product very well & their advertising appeals are very effective and because

of that they are able to grab the attention of their target market apart from this they are also

focusing on product features like fuel efficiency, reasonable price, stylish look, etc. As we

find that Bajaj is big competitor of Hero Honda because of its aggressive advertising which

helps them to attract the different segments. The companies are encouraging its advertising

schemes such as good media advertisements which can convey proper message about the

bike, hoarding on the road side, test rides, demos etc. to promote its sales. The companies are

also considering the problem of finance which is the major problem in today’s era.
The dealers should provide to its customers some sales promotion scheme to attract the

customers’ attentions to buy the bikes. As today is the world of stringent competition, it is

really difficult to hold a position in a market and the one who do so is no doubt a leader of

today’s market. And thus Hero Honda Dealers had learnt to acquire the market with the

leadership quality so as to lead the market and the company has to give its proper support to

the dealers to do so and dealers should also work for the benefit of the company.