MARKETING

STRATEGY OF
BAJAJ
AUTOMOBILES

1
ACKNOWLEDGEMENT

I acknowledge that I have been able to successfully

submit this report under the supervision & support
of Ms.RIDHI BAJAJ, without whose guidance this
project would not have been possible.

MRINAL MUDGAL

2
 CERTIFICATE
This is to certify that MRINAL MUDGAL of
TRINITY INSTITUTE OF PROFESSIONAL
STUDIES (BBA General, G.G.S.I.P University)
has successfully completed his project under the
guidance of Ms. RIDHI BAJAJ

3
EXECUTIVE SUMMARY
In view of the increasing competition due to globalization
and the expansion of the economy .All industries need to
constantly add more attributes and features which consumer
wants in two wheelers of their company .In context company
had to adopt more innovative and consumer friendly
attributes so that there product should be more popular
among the customers.
Today in this present world the Bajaj Automobiles in two
wheeler segment of India and are leading as the world
number one two wheeler company from the past three
consecutive years.
The research assigned to was to study the parameter and
the features that effect most of the customer satisfaction
in the Bajaj motors limited & Bajaj Automobiles .There are
many features which effect the two wheeler company but
important among all of them are the following :-
(1) Fuel efficiency
(2) Maintenance
(3) Availability of the product
(4) Resale value
(5) Look and style
(6) Image and brand

4
S.no Topic Pg.no.

1 Introduction 7-12
TABLE OF CONTENTS
OBJECTIVES OF THE PROJECT

2 Research methodology 13-14

• To study the marketing mix of Bajaj Auto.

3 Company profile 15-47
• To study the life cycle of Bajaj Auto, its initial stages, growt
maturity.
4 Data analysis 48-54
• To study various promotional strategies and know
about the current startegies keeping in mind the cut
5 Conclusion throat competition and 55
arrival of Honda in India.
• To focus on comparative study of different products of The Bajaj
Group.
6 Recommendation 56
• Different range of products, their success n failure.

7 Bibliography
• To 57
study the overall financial performance of The Bajaj Auto Gro

65
INTRODUCTION
The Indian two-wheeler industry is dominated by three
players, Bajaj, Hero Honda and TVS Suzuki, who account for
80 percent of the total two-wheeler market. The other
players including Kinetic Engineering, LML and others
account for the remaining 20 percent of the market. The
industry can be divided into three broad segments:
Scooters, motorcycles and mopeds. In the scooters segment
Bajaj is the market leader, Hero Honda is the market
leader in the motorcycles segment and in the segment of
mopeds, TVS controls the major chunk of the market.
Most Indian players in the two-wheeler industry had been
into some kind of strategic alliance, technical
collaboration or joint venture with foreign players,
mainly Japanese firms. Hero-Honda, is a joint venture
between the Munjal-promoted Hero Group and Honda Motor Co.
of Japan; TVS-Suzuki was an alliance with TVS and Suzuki
Motors (till September 2006); Bajaj-Kawasaki a joint
venture between Bajaj Motors and Kawasaki; and Yamaha-
Escorts, a joint venture between Escorts and Yamaha Motor
Corp.

• Bajaj 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 Bajaj as it is by our own vision. Everything we
do is always reinforce the distinctiveness and the power
of our brand. We do this by living our brand essence and
by continuously seeking to enhance our customers’
experience.

7
ABOUT THE INDUSTRY

INDIAN TWO-WHEELER INDUSTRY: A PERSPECTIVE

Automobile is one of the largest industries in global
market. Being the leader in product and process
technologies in the manufacturing sector, it has been
recognized as one of the drivers of economic growth.
During the last decade, well-directed efforts have been
made to provide a new look to the automobile policy for
realizing the sector's full potential for the economy.
Steps like abolition of licensing, removal of quantitative
restrictions and initiatives to bring the policy framework
in consonance with WTO requirements have set the industry
in a progressive track. Removal of the restrictive
environment has helped restructuring, and enabled industry
to absorb new technologies, aligning itself with the
global development and also to realize its potential in
the country. The liberalization policies have led to
continuous increase in competition which has ultimately
resulted in modernization in line with the global
standards as well as in substantial cut in prices.
Aggressive marketing by the auto finance companies have
also played a significant role in boosting automobile
demand, especially from the population in the middle
income group.

EVOLUTION OF TWO-WHEELER INDUSTRY IN INDIA

Two-wheeler segment is one of the most important
components of the automobile sector that has undergone
significant changes due to shift in policy environment.
The two-wheeler industry has been in existence in the
country since 1955. It consists of three segments viz.
scooters, motorcycles and mopeds. According to the figures
published by SIAM, the share of two-wheelers in automobile
sector in terms of units sold was about 80 per cent during
2006--07. This high figure itself is suggestive of the
importance of the sector. In the initial years, entry of
firms, capacity expansion, choice of products including
capacity mix and technology, all critical areas of
functioning of an industry, were effectively controlled by
the State machinery. The lapses in the system had invited
fresh policy options that came into being in late sixties.
Amongst these policies, Monopolies and Restrictive Trade
Practices (MRTP) and Foreign Exchange Regulation Act
(FERA) were aimed at regulating monopoly

8
and foreign investment respectively. This controlling
mechanism over the industry resulted in:
(a) Several firms operating below minimum scale of
efficiency
(b) Under-utilization of capacity; and
(c) Usage of outdated technology.
Recognition of the damaging effects of licensing and
fettering policies led to initiation of reforms, which
ultimately took a more prominent shape with the
introduction of the New Economic Policy (NEP) in 1985.

However, the major set of reforms was launched in the year

1991 in response to the major macroeconomic crisis faced
by the economy. The industrial policies shifted from a
regime of regulation and tight control to a more
liberalized and competitive era. Two major results of
policy changes during these years in two-wheeler industry
were that the, weaker players died out giving way to the
new entrants and superior products and a sizeable increase
in number of brands entered the market that compelled the
firms to compete on the basis of product attributes.
Finally, the two-wheeler industry in the country has been
able to witness a proliferation of brands with
introduction of new technology as well as increase in
number of players. However, with various policy measures
undertaken in order to increase the competition, though
the degree of concentration has been lessened over time,
deregulation of the industry has not really resulted in
higher level of competition.

A GROWTH PERSPECTIVE
The composition of the two-wheeler industry has witnessed
sea changes in the postreform period. In 1991, the share
of scooters was about 50 per cent of the total 2wheeler
demand in the Indian market. Motorcycle and moped had been
experiencing almost equal level of shares in the total
number of two-wheelers. In 2003-04, the share of
motorcycles increased to 78 per cent of the total two-
wheelers while the shares of scooters and mopeds declined
to the level of 16 and 6 per cent respectively. A clear
picture of the motorcycle segment's gaining importance
during this period is exhibited by the Figures 1, 2 and 3
depicting total sales, share and annual growth during the
period 1993-94 through 2006-07.

9
2-Wheeler Segment
Regions
South West North-Central East & North-East All India
2835 of4327
number 2624
macro-economic, 883demographic and 10669socio-economic
Motorcycle
variablesFigure 1; Demand
to arrive for Motorcycles,
at the Scooters and
best estimationsMopeos
(12.9) (16.8) (12.5) (11.1) (14.0) for different
MOW
two-wheeler segments. The projections have been made at
203 219 602 99 1124
all India and regional levels. Different scenarios have
Scooter mow
been(2.6) (3.5) (2.8)
presented (2.0)
based on different (2.08)
assumptions regarding
the1NOOOD
demand drivers of the two-wheeler industry.
Uftforcycws
BMC BCWW*
Mopws-
. i> < .ri ■
The demand for scooters will be the maximum in the
northern region, which will account for more than 50 per
'KCCKK

cent■of the demand for scooters in 2011-12.

Table 1: Demand 1H1-U IHJ-VJ MtfK-3fc iy'if ■gT W >1 iQa-WJ ■ M01 ■■! *KLi-W itOJ-CW

Forecast for
Figure
Motorcycles 2: Change in Status within Two-wheeler Industry
and
Scooters for 2011-12
t-.. I ;

wopBds

b.M

•r rv

Bothe>»
industry
I
and the service
l«*>'L+, IKftirr IWf W
yi W* ft
sectors have shown high
'Mt-W SOH' SW»-W JW-M Mo3<M

growth during this period at the rates of 8.0 and 9.5 per
cent respectively. There
Figure isGrowth
3: Annual a large in untapped market in
semi-urban and for
Demand rural areas
Motorcycles, of the
Scooters country. Any strategic
and Mopeds
planning for the two-wheeler industry needs to identify
these markets with the help of available statistical
techniques. Potential markets can be identified as well as
prioritized using these techniques with the help of
secondary data on socio-economic parameters. For the two-
HUlBtGMM

wheeler industry, it is iMI-W also importantMM-®

IRWB ndHI to identify
MOpMct- the
target groups for various categories of motorcycles and
scooters. With the formal introduction of second hand car
-

market by the reputed car manufacturers and easy loan

availability for new as well as used cars, the two-wheeler
industry needs to upgrade its market information system to
capture the new market and to maintain its already
The forecasts
existing markets. had Availability
been made using of easy econometric technique
credit for two-
along with inputs obtained from
wheelers in rural and smaller urban areas also requires a primary survey conducted
at 14focused
more prime cities attention. in the Itcountry.
is also imperative Estimationsto were based
initiate
on Panel Regression, which takes
measures to make the presence of Indian two-wheeler into account both time
series
industryandfeltcross in sectionthe global variation
market.in data. Aincentives
Adequate panel data
of 16
for major states
promoting exports over anda setting
period of up5of years ending 1999
institutional
was used for the
mechanism such as Automobile estimation of parameters. The models
considered a large

10
11
Domestic Market Share for 2008-09
Passenger Vehicles 15.96%
Commercial Vehicles 3.95%
Three Wheelers Export Promotion Council 3.6%
would be of great help for
further surge in demand for the Indian two-wheeler
Two Wheelers industry. 76.49%

12
 RESEARCH METHODOLOGY

DATA SOURCES
There are two types of data.

PRIMARY DATA
The data that is collected first hand by someone
specifically for the purpose of facilitating the study is
known as primary data.

SECONDARY DATA
For the company information I have used secondary data
like brochures, web site of the company etc.

METHODOLOGY USED
1. Research Design - The project was designed to be a
Descriptive
Research, because the study
required an in depth. Look into the
Motorcycle market, it's structure
and Status.
2. Data collection
Method - The basis of this project is the
information collected
through Secondary data. In order to
get the view of those related in
this market, some dealers and
showrooms were informally visited.

3. Data Source - All the information was secondarily

collected
through questionnaire survey,
Business Magazines, Newspaper
cuttings and Internet sites.

13
The structure of this research was decided while keeping
readers in mind. It is an attempt to put forward my study
in easy and simple language.

RESEARCH DESIGN

TYPE OF RESEARCH: - DESCRIPTIVE RESEARCH

Descriptive research includes Surveys and fact-finding
enquiries of different kinds. The main characteristic of
this method is that the researcher has no control over the
variables; he can only report what has happened or what is
happening.

For completion of this project report only secondary data

from websites ,magazines ,etc. is utilized.

14
 COMPANY PROFILE
Bajaj Auto has a technical tie-up with Kawasaki Heavy
Industries of Japan to produce a range of the latest,
state-of-art two-wheelers in India. Since the tie-up in
1986, Bajaj Auto has launched KB100, KB RTZ, KB125, 4S, 4S
Champion, Boxer, Caliber, Caliber115, Wind125 and India's
first real cruiser bike, the Kawasaki Bajaj Eliminator. A
Fortune 500 company with a turnover of USD 10 billion (Rs.
45,840crore), Kawasaki Heavy Industries has crafted new
technologies for over a hundred years. These technologies
have redefined space systems, aircrafts, jet engines,
ships, locomotive, energy plants, construction machinery,
automation systems, apart from a range of high quality,
high reliability two-wheelers. Kawasaki has given the
world its legendary series of 600-1200cc Ninja and1600
Vulcan bikes. Straight from Kawasaki design boards, the
Kawasaki Bajaj Eliminator redefines the pleasure of
"biking" in looks as well as performance.
ABOUT THE BAJAJ AUTOMOBILE COMPANY
^ Brand values: Learning, Innovation, Perfection, Speed
and Transparency.
^ Bajaj constantly inspires confidence through excitement
engineering.

LEARNING
Learning is how we ensure pro-activity.
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
endeavoring to establish new benchmarks all the time.

15
Product Award Year B
y
Bike of the Year Bajaj XCD 2009 Business

Bike of the Year Bajaj Pulsar 220 DTSFi 2009 Standard

Overdrive Awards
Bike of the Year Bajaj SPEED:
AWARDS XCD
2008
Speed is how we conveyCNBC-TV18,
clear AUTOCAR INDIA
conviction.
Bike of the Year Bajaj XCD
It is a value that
2008 keeps
ND TVus sharply
PROFIT, responsive, mirroring
CAR India & Bike
India
our commitment towards our goals and processes.
Motorcycle Total Customer Satisfaction 2007 TNS Automotive
Study 2007- DISCOVER 135 DTSi

Super Platinum Award for 2007

TRANSPARENCY:
Frost and Sullivan
Manufacturing Excellence
Transparency
Audit Passed for TPM Excellence is2007how weTPM
characterize ourselves.
Award Category IIt is a value that makes us worthy of credibility through
integrity, of trust through sensitivity and of loyalty
through interdependence
Bike maker of the Year 2007 Overdrive Awards 07
Bike of the year 2007 CNBC-TV18 Auto car Auto
BAJAJ Motors takes considerable pride in its stakeholder
relationships, especially ones developed at the
Awards
100cc Bike of the grassroots.
Year The2007 NDTV
Company Profit Bike
believes it India
has managed to bring
Bike Manufacturer anofeconomically
the Year 2007 2007and socially
NDTV Profitbackward region in Dharuhera,
Bike India
Haryana, into the national economic mainstream.
Mr. Rajiv Bajaj - Man of the year 2005 2005 Auto car Professional
Mr. Rajiv Bajaj - Automotive 2005
Man of Rural Development
Bike India & NDTV
An Integrated Centre has been set up on
the year 2005 40 acres of land alongIndia the Delhi-Jaipur Highway. The
Centre-complete2005 with wide approach roads, clean water, and
TNS Automotive
Bajaj CT 100 - Motorcycle Total
education facilities for both adults and children-now
Customer Satisfaction Study 2005
nurtures a vibrant, educated and healthy community
Bajaj Discover DTS-i - Bike of the 2005 OVERDRIVE Awards
Year 2005 The Foundation has adopted 2005 various villages located within
Bajaj Discover DTS-i
vicinity of the2005
- Indigenous BAJAJ OVERDRIVE
factory atAwards
Dharuhera for integrated
rural development. This includes:
Design of the Year 2005 2005
BAJAJ AUTO - Bike Maker of the 2004
Year 2004 ^ Installation of deepICICI Bankto provide clean
bore hand pumps
drinking water. OVERDRIVE Awards
2004
^ Constructing
DTS-i Technology - Auto Tech of the 2004 metallic roads and connecting these

Year 2004 villages to the NationalICICI Highway Bank

(NH -8).
OVERDRIVE Awards
^ Renovating primary school buildings and providing
2004
hygienic
Bajaj Pulsar DTS-i Bike of the Yearwater
2004and toilet
ICICI facilities.
Bank
^ Ensuring a proper drainage system at each of these
villages to prevent waterlogging.
^ Promoting non-conventional sources of energy by
providing a 50 per cent subsidy on biogas plants.

16
17
2004 OVERDRIVE Awards
2004
Wind 125 Two Wheeler of the Year 2004 CNBC AUTOCAR
2004 Awards 2004
Wind 125 Bike of the Year 2004 2004 Business Standard
Motoring
2003 BBC World Wheels
Bajaj Pulsar 180 DTS-i BBC World Award 2003
Wheels Viewers Choice Two Wheeler
of Year 2003
2003 BBC World Wheels
Bajaj Pulsar 180 DTS-i BBC World Award 2003
Wheels Award for Best Two Wheeler
between Rs 55,000 to Rs 70,000
2003 BBC World Wheels
Bajaj Pulsar 150 DTS-i BBC World Award 2003
Wheels Award for Best Two Wheeler
between Rs 45,000 to Rs 55,000
2003 BBC World Wheels
Bajaj Boxer AT KTEC BBC World Award 2003
Wheels Award for Best Two Wheeler
under Rs 30,000
Bajaj Pulsar - Motorcycle Total 2003 NFO Automotive
Customer Satisfaction Study
Bajaj Pulsar - Bike of the year 2003
ICICI Bank
OVERDRIVE Awards
2003
Bajaj Pulsar - Most exciting bike of the OVERDRIVE Awards
2002
year
Bajaj Eliminator - Bike of the year 2002 OVERDRIVE Awards
Bajaj Eliminator - Most exciting bike OVERDRIVE Awards
2001
of the year
Award Year By
All India Trophy for Highest Exporter 1998-99 EEPC
Focus LAC Award for Outstanding 1998-99 India Trade Promotion
Performance Organization
Export Excellence 1998-99 EEPC
Certificate of Merit 1998-99 India Trade Promotion
Organization

18
Award for Export Excellence 1997-98 EEPC
Export Excellence 1997-98 MCCIIA
All India Trophy for Highest Exporter 1997-98 EEPC
Top Exporter Shield - Western Region 1996-97 EEPC
Export Excellence 1996-97 MCCIA
Regional Top Exporter - Large Scale 1995-96 EEPC
Manufacturer
Highest Export Performance 1995-96 EEPC
Outstanding Export Performance 1995-96 Government of India,
Ministry of Commerce
Export Excellence Award 1995-96 MCCIA
Top Exporter Shield - Western Region 1995-96 EEPC
Certificate of Merit 1995-96 Government of India,
Ministry of Commerce
Award for Export Excellence 1994-95 EEPC
Regional Top Exporter - Large Scale 1994-95 EEPC
Manufacturer
All India Special Shield - Consumer 1994-95 EEPC
Durables Exporter
National Export award for Outstanding 1994-95 Government of India,
Performance Ministry of Commerce
Western Region Top Export Award 1994-95 EEPC
All India Special Shield - Consumer 1994-95 EEPC
Durables
Regional Special Shield - Capital 1993-94 EEPC
Goods Category
Award for Export Excellence 1993-94 EEPC
Capital Goods Export 1992-93 EEPC
Regional Special Shield - Capital 1990-91 EEPC

Goods Category
Certificate of Export Excellence 1986-87 EEPC
Certificate of Export Recognition 1980-81 EEPC
Certificate of Export Recognition 1979-80 EEPC
Award for Export Excellence 1979-80 EEPC
Certificate of Merit 1978-79 Government of India,
Ministry of Commerce
Certificate of Export Recognition 1978-79 EEPC

19
Award for Export Excellence 1977-78 EEPC
Certificate of Export Recognition 1977-78 EEPC
Export Promotion 1976 FICCI
Golden Jubilee Export Year Award 1976 FICCI
Export Excellence
HISTORICAL BACKGROUND
1975-76 EEPC
2009 PRODUCT
April Bajaj Pulsar 150 & 180 upgrade launched
January Bajaj XCD 135 DTS-Si launched
2008
September Bajaj Platina 125 DTS-Si launched
August XCD 125 DTS-Si is largest selling 125cc motorcycle
July Bajaj Discover 135 DTS-i Upgrade Launched.
June Pulsar 220 bags IMOTY award
2007
December RE GDi auto rickshaw launched
September XCD 125 DTS-Si launched
August DTS-Si engine launched
July Revamping of Organizational structure
June Pulsar 220 DTS-Fi launched
April Bajaj Auto Commissions New Plant at Pantnagar, Uttarakhand
February 200 cc Pulsar DTS-i launched
January Bajaj Kristal DTS-i launched
2006
April Bajaj Platina launched
2005
December Bajaj Discover launched
June Bajaj Avenger launched
February Bajaj Wave launched
2004
Sept/Oct Bajaj Discover DTS-i launched
August New Bajaj Chetak 4 stroke with Wonder Gear launched
May Bajaj CT100 Launched
January Bajaj unveils new brand identity, dons new symbol, logo and brand line
2003
October Pulsar DTS-i is launched.
October 107,115 Motorcycles sold in a month.
July Bajaj Wind 125, The World Bike, is launched in India.
Bajaj Auto launched its Caliber115 "Hoodibabaa!" in the executive motorcycle
February
segment.
2001
November Bajaj Auto launches its latest offering in the premium bike segment ‘Pulsar’.

2021
January The Eliminator is launched.
2000
The Bajaj Saffire is introduced.
1999
Caliber motorcycle notches up 100,000 sales in record time of 12 months.
Production commences at Chakan plant.
1998
June 7th Kawasaki Bajaj Caliber rolls out of Waluj.
July 25th Legend, India’s first four-stroke scooter rolls out of Akurdi.
October Spirit launched.

22
 The Kawasaki Bajaj Boxer and the RE diesel Auto rickshaw are
1997
introduced.
1995
November 29 Bajaj Auto is 50.

Agreements signed with Kubota of Japan for the development of diesel

engines for three-wheelers and with Tokyo R&D for ungeared Scooter and
moped development.
The Bajaj Super Excel is introduced while Bajaj celebrates its ten millionth
vehicle.
One million vehicles were produced and sold in this financial year.
1994 The Bajaj Classic is introduced.
1991
The Kawasaki Bajaj 4S Champion is introduced.
1990
The Bajaj Sunny is introduced.
1986
The Bajaj M-80 and the Kawasaki Bajaj KB100 motorcycles are
introduced.
500,000 vehicles produced and sold in a single financial year.
1985
The Waluj plant inaugurated by the erstwhile President of India, Shri Giani
November
Zail Singh.
Production commences at Waluj, Aurangabad in a record time of 16
months.
1984
January 19 Foundation stone laid for the new Plant at Waluj, Aurangabad.
1981
The Bajaj M-50 is introduced.
1977
The Rear Engine Auto rickshaw is introduced.
Bajaj Auto achieves production and sales of 100,000 vehicles in a single
financial year.
1976
The Bajaj Super is introduced.
1975
BAL & Maharashtra Scooters Ltd. joint venture.

23
1972
The Bajaj Chetak is introduced.
1971
The three-wheeler goods carrier is introduced.
1970
ORGANIZATIONAL CHART
Bajaj Auto rolls out its 100,000th vehicle.
Bajaj Auto becomes a public limited company. Bhoomi Poojan of Akurdi
1960
Plant.
1959
Bajaj Auto obtains license from the Government of India to manufacture
two- and three-wheelers.
1948
Sales in India commence by importing two- and three-wheelers.
1945
Bajaj Auto comes into existence as M/s Bachraj Trading Corporation
November 29
Private Limited.
Board of Directors
Rahul Bajaj Chairman
Madhur Bajaj Vice Chairman & Whole-Time Director
Rajiv Bajaj Managing Director
Sanjiv Bajaj Executive Director
D.S. Mehta Whole-Time Director
Kantikumar R. Podar Director
Shekhar Bajaj Director
D.J. Balaji Rao Director
J.N. Godrej Director
S.H. Khan Director
Mrs. Suman Kirloskar Director
Naresh Chandra Director
Nanoo Pamnani Director
Manish Kejriwal Director
Committees of the Board
Audit Committee
S.H. Khan Chairman
J.N. Godrej
Nanoo Pamnani
D.J. Balaji Rao
Naresh Chandra
Shareholders’ & Investors’ Grievance committee
D.J. Balaji Rao Chairman

2425
J.N. Godrej
Naresh Chandra
Remuneration committee
D.J. Balaji Rao Chairman
S.H. Khan
Naresh Chandra

26
 IDEOLOGY OF THE COMPANY

At BAJAJ, our goal is not only to sell you a bike, but

also to help you at every step in making your world a
better place to live in. Besides its will to provide a
high-quality service to all of its customers, BAJAJ takes
a stand as a socially responsible enterprise respectful of
its environment and respectful of the important issues.
Bajaj is strongly committed not only to environmental
conservation programs but also expresses the increasingly
inseparable balance between the economic concerns and the
environmental and social issues faced by a business. A
business must not grow at the expense of mankind and man's
future but rather must serve mankind.

"We must do something for the community from whose land we generate our
wealth.”

We at BAJAJ are committed to demonstrate excellence in our

environmental performance on a continual basis, as an
intrinsic element of our corporate philosophy. To achieve
this we commit ourselves to:
^ Integrate environmental attributes and cleaner
production in all our business processes and practices
with specific consideration to substitution of
hazardous chemicals to strengthen the greening of
supply chain.

^ Continue product innovations to improve environmental

compatibility. Comply with all applicable environmental
legislation and also controlling our environmental
discharges through the principles of "alara" (as low as
reasonably achiever).
^ Institutionalize resource conservation, in
particular, in the areas of oil, water, electrical
energy, paints and chemicals.
^ Enhance environmental awareness of our employees and
dealers / vendors, while promoting their involvement in
ensuring sound environmental management.

27
VEHICLE SUMMARY

Name: Pulsar 220

Model: DTS-Fi

Type: Sports
Top Speed: 135kph
PRODUCTS STRATEGY
ENGINE SPECIFICATIONS
MARKETING STRATEGIES OF
Displacement: 220cc

BAJAJ AUTOMOBILES
Engine: Air Cooled
Maximum Power:
Bajaj Pulsar 220 20.06ps@8500rpm
dts-fi
Maximum Torque: 19.12nm@6000rpm
Gears: 5 Speed
Clutch: MARKETING 177

Bore: Marketing is challenging

67 and exciting. The solving of
Stroke: 62.4
marketing problems required insight, experience and
Cylinder Configuration: NA Take the case of a company faced with
analytical ability.
Engine Block Material: the problem of increasing
NA its sales. Increase in the sales
Chassis Type: at the expense of NA
profits may not be a desirable
Carburetor: objective. Again there
NA are many ways in which sales can be
0 to 60: increased, e.g. by4.84finding
sec. new customers or selling more
DIMENSIONS to existing customers, by increasing advertising and by
Length: reducing the price. The marketing
2035.00 mm manger must decide which
Width: strategy or combination750.00 of mmmethods he should adopt for
Height:
increasing his sales profitably.
1140.00 mm
He must also keep in
touch with the changing needs and desires of the consuming
public as well as his competitors’ activities. Thus
marketing is interesting, as it required the marketing
manger to be dynamic and not complacent for continuous
prosperity of his organization.

THE MARKETING FUNCTION

However the meaning of marketing is not often clear to
people who use the word. To a salesman it means selling
whereas to an advertising manger it means advertising.
High-sounding definitions have also been advanced. For
example, Paul Mazur defined it as “the delivery of a
standard of living of society”. Thus was expanded by Prof.
Malcolm McNair to “the creation and delivery of a standard
of living.
“Marketing is the primary management function which
organizes and directs the aggregate of business activities
involved in converting customer purchasing power into
effective demand for a specific product or service and in
moving the product or service to the final consumer or
user so as to achieve the company-set or other
objectives”.

28
29
Bajaj New Pulsar 220

VEHICLE SUMMARY
Name: New Pulsar 220
Model: DTS-i
Type: Sports
Top Speed: 144kph
Fuel Consumption^ 00
City
Fuel Consumption:
Highway '

ENGINE SPECIFICATIONS
Displacement: 220cc
Engine: Single Cylinder, 4 Stroke
Maximum Power: 21 Bhp @ 8500 rpm
Maximum Torque: 19.12 Nm @ 7000 rpm 5
Gears: Speed
Clutch: Wet Multiplate Type 67
Bore: 62.4 1
Stroke: NA
No. of Cylinders: 2
Cylinder Configuration: NA
Valve Per Cylinder:
Engine Block Material:

DIMENSIONS
Length: 2035.00 mm
Width: 750.00 mm
Height: 1165.00 mm

30
Bajaj New Pulsar 180

VEHICLE SUMMARY
Name: New Pulsar 180
Model: DTSi
Type: Sports
Top Speed: 118kph
Fuel Consumption^ 00
City '
Fuel Consumption^ 00
Highway '

ENGINE SPECIFICATIONS
Displacement: 178.6cc
Engine: Single Cylinder, 4 Stroke, DTSi
Maximum Power: 17 Bhp @ 8500 rpm 14.2 Nm @
Maximum Torque: 6500 rpm 5 Speed
Gears: Wet Multiplate Clutch 63.5 56.4
Clutch: 1
Bore: NA
Stroke: 2
No. of Cylinders: Aluminum Alloy Double Cradle
Cylinder Configuration: Air Cooling
Valve Per Cylinder:
Engine Block Material: Chassis
Type:
Cooling Type:

DIMENSIONS
Length: 2035.0 mm
Width: 765.0 mm
Height: 1115.0 mm

31
BAJAJ PULSAR 150cc

VEHICLE SUMMARY
Name: New Pulsar 150
Model: DTSi
Type: Commuter
Top Speed: 113kph
Fuel Consumptions 00
City '
Fuel Consumption^ 00
Highway '

ENGINE SPECIFICATIONS

32
Displacement: 149.01cc
Engine: 4 Stroke, DTSi
Maximum Power: 14 Bhp @ 8500 rpm
Maximum Torque: 12.7 Nm @ 6500 rpm
Gears: 5 Speed
Clutch: Wet Multiplate Clutch
Bore: NA NA 1
Stroke: NA
No. of Cylinders: NA
Cylinder Configuration: Double Cradle Air
Engine Block Material: Cooling
Chassis Type:
Cooling Type: 2035.0 mm
DIMENSIONS 750.0 mm
Length: 1115.0 mm
Width:
Height:

Bajaj XCD 135 DBES

VEHICLE SUMMARY
Name: XCD 135 DBES
Model: DTS-Si
Type: Commuter
Top Speed: 98kph
Fuel Consumption^ 00
City
Fuel Consumption^ 00
Highway

ENGINE SPECIFICATIONS
Displacement: 134.6cc

33
Engine: 4 Stroke, Air Cooled, DTS-Si
Maximum Power: 10 Bhp @ 7500 rpm
Maximum Torque: 11.58 Nm @ 5000 rpm
Gears: 5 Manual

Clutch: 0

Chassis Type: Box Type Diamong Type

Cooling Type: Air Cooling

DIMENSIONS

Length: 1990.00 mm
Width: 760.00 mm

Height: 1080.00 mm

Bajaj Discover 135 Sports

VEHICLE SUMMARY

Name:
Discover 135 SportsModel: DTS-i
Type: Commuter
Top Speed: 103kph

ENGINE SPECIFICATIONS
Displacement:
134.21ccEngine: 4 Stroke, Air Cooled, DTS-i
Maximum Power: 13 Bhp @ 8500 rpm

34
Maximum Torque: 11.88 Nm @ 6500
Gears: rpm
4 Speed

Clutch: Wet, Multi Plate Type

Bore: NA
Stroke: NA
Cylinder Configuration: NA

Engine Block Material: NA

Chassis Type: Double Cradle Type

Cooling Type: Air Cooling

Carburetor: NA
DIMENSIONS

Length:
2030.00 mmWidth: 760.00 mm

Height: 1065.00 mm

Bajaj Platina

VEHICLE SUMMARY
Name: Platina
Type: Commuter
Top Speed: 90kph

ENGINE SPECIFICATIONS
Displacement: 99.27cc
Engine: Four Stroke, Natural air cooled
Maximum Power: 8.30ps@7500rpm
Maximum Torque: 8.05nm@4500rpm
Gears: 4 Speed
Clutch: 165

35
Cooling Type: Air Cooling
Carburetor: NA

DIMENSIONSBore: NA
1990.0 mm
Length: Stroke:770.0 mm NA
Width: No. of 1090.0
Cylinders: 1
mm
Height: Cylinder Configuration: NA
Engine Block Material: NA
Chassis Type: NA

•/Q_ f
:
.c
■ BAJAJ

Engine Four Stroke, Forced Air & Oil Cooled,

T
yp e Spark Ignition Engine
Capacity 200 cc
Compression '10:1
Ratio 7.2Bhp@6200rpm
Max Power 11Nm@3400rpm
Transmission
Clutch Wet , Multidisc Type
No. of Gears 4 Forward, 1 Reverse
Chassis
Monocoque with Stamped & Welded Members
Suspension
Front Twin Shock Absorber with Helical Coil
Compression Spring & Antidive Link
Rear Shock Absorbers with Helical Coil
Compression Spring & Trailing Arm
Tyres
'4.50-10,8PR for Front & Rear

36
Electrical
System Voltage 12V , DC
Battary Rating 12V,32Ah
Fuel Tank
CNG Cylinder 43 lit Water Equivalent
Material Seamless Metallic Cylinder
Petrol Tank 3 lit [for Limp Home only]
Material 12 lit
Transmission

Transmission 4 Forward + 1 Reverse

Chassis
T
ype Monocoque

Engine
T
ype Two stroke, Forced air cooled, S.I. Engine
Bore x stroke, mm 57 /
No. of cylinders 57
Displacement One
Compression ratio 145.45 cc 10.0
Max. Power, kW @ ± 1 : 1 4.9 kW
rpm @ 5000 rpm
Max. Torque, Nm @ 10.8 N.m a@
rpm 3500 Foam
Air cleaner type element Wet

37
Electrical system
System voltage, V 12 V, AC + DC
Battery rating, Ah 12 V, 9 A.h
Wiper motor Electrical

Wiping system (Brief Single speed electrical wiper

description) motor with wiper arm and blade
CNG - 4kg (29L or 30L Cyl.),
Fuel tank Capacity
Petrol - 3 liters.

38
It isn't surprising that the company is in no mood to
take its hand off the throttle. As, the Rajiv Bajaj
Chairman, BAJAJ Motors succinctly puts it, "We pioneered
India's motorcycle industry, and it's our responsibility
now to take the industry to the next level. We'll do all
it takes to reach there.''

At BAJAJ, our goal is not only to sell you a bike, but

also to help you every step of the way in making your
world a better place to live in. Besides its will to
provide a high-quality service to all of its customers,
BAJAJ takes a stand as a socially responsible enterprise
respectful of its environment and respectful of the
important issues.

BAJAJ is strongly committed not only to environmental

conservation programmes but also expresses the
increasingly inseparable balance between the economic
concerns and the environmental and social issues faced by
a business. A business must not grow at the expense of
mankind and man's future but rather must serve mankind.

Towards creating and preserving a cleaner environment

Bajaj Auto Ltd., manufacturer of two and three wheeler
vehicles is committed to prevention of pollution,
continual improvement of our environmental performance
and compliance with all applicable environmental
legislation and regulations.

TOWARDS THIS, WE SHALL STRIVE TO:

Create a proactive environment management system that
addresses all environmentally significant aspects related to
our products and processes,

Minimise the generation of waste and conserve resources

through better technology and practices, and Promote
environmental awareness amongst our employees and
motivate them to fulfill our commitments.

39
QUALITY POLICY
^ We at Bajaj Auto continue to firmly believe in
providing the customer Value for money, for years
through our products and services. This we shall
maintain and improve.

^ In our decision making, quality, safety and service

will be given as much consideration as productivity,
cost and delivery.

^ Quality shall be built into every aspect of our work

life and business operations. Quality improvements and
customer satisfaction shall be the responsibility of
every employee.

TPM POLICY
^ We at Bajaj Auto adopt Total Productivity
Maintenance as a means of creating a safe and
participative work environment in which all employees
target the elimination of losses in order to
continuously enhance the capacity, flexibility,
reliability and capability of its processes, leading
to higher employee morale and greater organizational
profitability.

40
PROMOTION STRATEGY
Bajaj Automobile Ltd. shifted its focus from catering to
the fuel efficient conscious consumer to try and occupy
other segments of the motorbike market and therefore the
new product launches from Bajaj Automobile in the last
three year have been in this direction. The company has
also upgraded some of its bikes to stay in contention and
to meet Euro emission norms. The new underlining theme
for the company “One for everyone” has led to the
launching of new products, which are as follows:

1) Pulsar 220 “The Fastest Indian “ : Bajaj has launched the new
upgraded pulsar 220 2009 edition. The new Bajaj
Pulsar 220 is fastest Indian bike ever built with a
top speed of 144km/hr.Bajaj experts pushes pulsar to
a top speed of 144 kmph which helps it to reach 0-60
in 3.1 seconds and thus it as the fastest bike in
the country.

The new 2009 Pulsar 220cc is coming with a five

speed gearbox with one down and four up pattern. By
placing oil cooler near the fuel tank helps to
improve cooling of engine lubricant and their by
keeping this high performance engine cool. Pulsar
220cc has a much more stronger and stylish
stainless steel and alloy silencer

2009 edition Pulsar 220cc is one of the most stylish

bike available in India after Yamaha R15 & Karizma R.
Its stylish mirrors differs the pulsar 220cc from
others. The new Pulsar has a longer wheelbase than its
previous versions with factory-fitted front and rear
disc brakes and detailed digital instrumentation.

The new 2009 Pulsar 220 is powered by a Digital Twin

Spark Fuel Injection (DTS FI) 2 valve engine of
displacement 220 cc which can produces a power of 20
Bhp at 8500rpm with an awesome torque of 19 Nm at
6500rpm.Pulsar 220 can reach from 0-60 in 3.1 sec and
0-100 in 7.59 sec.

41
 Pulsar 220cc has several new features like six spoke
alloy wheels, clear lens indicators and exposed chain.
Pulsar 220cc is also coming with features like
tachometer, fuel gauge, speedometer, odo and two trip
meters.

2) Bajaj to launch new bike every month till June in 2009 : Bajaj Auto
said that it will launch new bikes in India in 2009.
The company would launch one bike every month for next
6 months starting Jan 2009.

Bajaj has recorded 37 percent fall in motorcycle sales

during this November’08. The company doesn’t predict
any increase in Dec 2008 either as the dealers have
rejected to pickup any additional deliveries because
of inventory pile-up.

The expecting bikes include - all new face lifted

Pulsar 220cc, new Pulsar 200 FI, XCD sprint and Blade
scooter. Bajaj also plans to launch its new low cost
product (christened as Steel).

Bajaj is offering the cheaper finance plans from Bajaj

Auto Finance Ltd. They will finance all vehicles
bought from Bajaj dealers and will provide cheaper
loans to its clients.

42
3) Bajaj Lite the ”Rs. 1 Lakh car” unveiled by Bajaj : Bajaj Auto Ltd
unveiled the details of its "1-lakh car" called
"Lite". The name Lite implies both lightweight and
illumination, the company said.

Measuring by sight, the estimated body size of this

five-door tall sedan is approximately 3.3x1.4x1.5m
(LxWxH). The company plans to debut the car in 2010-
2012. The price may be slightly higher than Rs. 1
Lakh, according to company sources.

Bajaj reportedly developed a new platform for Lite.

The company intends to apply the platform to
commercial vehicles. The car has an RR (rear-engine,
rear-wheel drive) layout with a 600cc two-cylinder
engine. The top speed is 140 Kmph, and the car comes
with AC and instrument panel gearshift. The
information on the transmission is yet to be
released.

Although the company began establishing a technical

tie-up with the Renault- Nissan Group a few months
ago, the latest concept model is reportedly Bajaj's
proprietary development, including the design and
engine. The company is likely to adopt technologies
provided by this tie-up for further improvements.

43
4.) PULSAR: Bajaj Automobile introduced the PULSAR in
2001. The bike was launched as a result of the
changing trends amongst the Indian customers from
fuel efficient bikes that were heavier, more
powerful, trendy, stylish and sophisticated. This
was done to cater to those customers who wanted to
buy motorbikes for fun, thrill and great driving
experience rather than being cost conscious. PULSAR
was also launched to acquire the market share from
the heavy motorbike segments, as the company did not
have any heavy motorbike. It was the first time that
Bajaj Automobile had made a shift from 100 cc bikes
to a 156cc bike.

With the launch of these two motorbikes and various

other motorbikes in the pipeline, Bajaj Automobile’s
strategy is to get into those segments of the
motorcycle market where they have not made inroads
earlier. Bajaj Automobile continues to have the
strategy of parity pricing. They have neither taken
the root of doing heavy discounting nor have they
tried to occupy the premium position. However with
the launch of PULSAR the company is gradually
getting into the area of premium positioning. The
company keeps on making changes in the pricing of
the bikes, whenever there is an increase in inputs.

44
PRICE
Price is one of the important elements of the marketing
mix, but lately, it has come to occupy the centre-stage
in marketing wars. The amount of money that customers
have to pay for the product is called price.
Price is the amount of value a product a masses in the
market. To a manufacturer, price represents quantity of
money received by the firm or seller. To a customer, it
represents sacrifice and hence his perception of the
value of the product.
Pricing is the only elements in marketing mix that
creates revenue, the other generate costs.

Every firm has different Pricing objectives. A firm can

choose from the following
a) Survival in a competitive market.
b) Maximize current profits and return on investment
c) Balance price over product line
d) Maximize sales growth.

PRICING STRATEGY OF BAJAJ AUTOMOBILE

Bajaj Automobile continues to have the strategy of parity
pricing. They have neither taken the root of doing heavy
discounting nor have they tried to occupy the premium
position. However, with the launch of PULSAR 220 DTS-I
the company is gradually getting into the area of premium
positioning .The company keeps of making changes in the
pricing of the bikes, whenever there is increase in
inputs.

Bajaj Bike Price in Delhi, Mumbai, Chennai, Kolkata,

Bangalore, Hyderabad, Pune-
• Bajaj Avenger Price - Bajaj Avengers gives you pleasure of
cruiser bike in Indian Price. New avenger comes with
200cc DTS-i liquid cool engine and produces a
maximum power of 18Ps.It is priced at Rs.69,000/-.

45
 • Bajaj Pulsar Price - Still one of the best bikes to buy
Bajaj pulsar offers style, power and decent mileage.
150cc, 180cc and 220cc Bajaj pulsar delivers a great
performance. It is priced at Rs.64,417/-(150cc) ,
Rs.69,759/-(180cc) and Rs.74,216/-(220cc).
• Bajaj Discover Price - City Bike for daily commuters decent
mileage 60- 65kmpl. Bajaj Discover 135cc is a
stylish and sporty bike for new generations with all
the essential features. It is equipped with various
highly advanced technology and exceptional features.
It is priced at Rs.54,214/-.
• Bajaj Xcd Price - Bajaj XCD great look quite eye-catching
it offers upgrade from the 100-110cc bikes. Bajaj
XCD mileage is around 70kmpl which is very good. It
is priced at Rs.50,300/-.

PLACE

Dealer Network
The company has a network of 498 dealers and over 1,500 authorized service
centers and 162 exclusive three-wheeler dealers spread across the country.
Around 1,400 rural outlets have been created in towns with
population of 25,000 and below. The current dealer network
is servicing these outlets.

Bajaj is convinced that the real impetus of future two-

wheeler growth will come from up-country rural India. Bajaj
Auto has defined specialist dealerships for rural markets,
called 'Rural Dealerships'. During the year 2005-06, four
new rural dealers became operational.

Bajaj has identified a segment of customers 'Probikers', who

are knowledgeable, appreciative of contemporary technology,
they are trendsetters and very choosy about what they ride.
Hence, Probikers need to be addressed in a meaningful way
that goes beyond the product. Bajaj Auto is in the process
of setting up a chain of retail stores across the country
exclusively for high-end, performance bikes. These stores
are called " Bajaj Probiking". Twenty two such stores have been opened
across the India.

46
 SWOT ANALYSIS OF BAJAJ

SWOT Analysis is a tool used for understanding an

organization's strengths, weaknesses, opportunities and
threats.

The SWOT Analysis tool can be used in identifying an

organization's strengths (S) and weaknesses (W), and
examining the opportunities (O) and threats (T) it is
facing. The outcome from a SWOT Analysis enables
organizations to focus on strengths, minimize weaknesses,
address threats, and take the greatest possible advantage
of opportunities available.

STRENGTHS:

• Our members value the professional designation.

• We have a lower course fee structure than similar

programs.

• We provide good customer service.

• Our instructors are highly-regarded in the profession.

• We have a small staff and low overhead.

WEAKNESSES:

• We are slow to make decisions and adapt to changes that

affect the profession.
• The professional designation is rarely included as a
condition of employment.
• We are overly dependent on key volunteers who developed
and teach our certification courses.
• We do not have the resources to research the market and
promote the designation.

47
 2009-10 2008-09 %change
Net profit 293.49 175.11 676
Net sales 2,258.99 2.224.38 1.6

OPPORTUNITIES:
DATA ANALYSIS
• Our business sector is expanding, with many future
opportunities
AUTOMOBILE forANALYSIS
INDUSTRY success & TRENDS
• Our local council wants to encourage local businesses
with work where possible
• To increase designing new two and three wheeled
vehicles.
• To produce vehicles that are even more better and
Nu exporting them to countries that maintain and
m
b strengthen its business relationship with Kawasaki.
e rs
• To bolster its focus on exports the Bajaj actively
supports building or setting to a recent press
release.
• Our competitors may be slow to adopt new technologies.

THREATS:
TABLE:
• Will developments in technology change this market
Growth
in
beyond our ability to adapt?
exports
of 2-
• A small change in focus of a large competitor might
wheeler
s and
3- wipe out any market position we achieve.
wheeler
s. • Bajaj's products have a reputation for quality and
Q1
reliability, so, a little defect in them can harm it’s
report
reputation. card
• Bajaj has competitors and needs to continue larger

TABLE: BAJAJ’S profit in 2009-10 & 2008-09.

48
49
Product 2007-08 2008-09 Growth

Total two-wheelers 482,026 633,463 31 %

Total two-wheelers 136,315 139,056 2%

Total vehicles 618,341 772,519 25 %

Table: Bajaj Auto's export :s (in numbers)

50
Year ended Sales Sales
growth
BAL BAL's
growth
BAL's
(nos. (nos. market
31 March Millions) Millions) share

2003 3.757 31.3% 0.868 32.3% 23.1%

2004 4.317 14.9% 1.024 17.9% 23.7%
2005 5.218 20.9% 1.450 41.6% 27.8%

2006 6.201 18.8% 1.912 31.9% 30.8%

2007 7.100 14.5% 2.379 24.4% 33.5%

2008
6.544 (7.8%) 2.140 (10.1% 32.7%
)
2009 4.0% 1.908 (10.8% 28.0%
6.806
)
2007-08 2008-09 Rate of
growth
Passenger vehicle
sales
Industry sales 375,180 415,411 10.7%

Bajaj Auto sales TABLE: 263,598 264,332 0.3%

Bajaj Auto market share

Motorcycle 70.3% 63.6% (6.7%)
sales,
Goods carriers
domestic and
Industry sales exports (in 130,826 82,382 (37.0%)

Bajaj Auto sales

numbers) 26,714 10,197 (61.8%)

Bajaj Auto market share 20.4% 12.4% (8.0%)

Total 3-wheelers

Industry sales 506,006 497,793 (1.6%)

Bajaj Auto sales 290,312 274,529 (5.4%)

Bajaj Auto market share 57.4% 55.1% (2.3%)

Table: Three-wheeler sales (in numbers)

51
Waluj Boxer, Platina, XCD and all three-
wheelers
Chakan Pulsar, Avenger and Discover

Pantnagar Platina, Platina 125 and XCD

ANNUAL REPORT AND SALES PERFORMANCE
Plant 2007-08 2008-09

Waluj PLANT 1,860,000 PRODUCTS

1,860,000
Balance Sheet as at 31 March
Chakan 1,200,000 1,200,000
Pantnagar 900,000 900,000

Total 3,960,000 3,960,000

2009

2008
Schedule Rs. In Million Rs. In Million
Rs. In Million TABLE: Plant-wise product
profile
I. Sources of Funds
1. Shareholders' Funds
a) Share Capital 1 1,446.8
1,446.8
b) Reserves & Surplus 2 17,250.1
14,429.1
18,696.9
15,875.9
2. Loan Funds
a) Secured Loans 3 —
69.5
b) Unsecured Loans 4 15,700.0
13,273.9
15,700.0
13,343.4
3. Deferred Tax Adjustments [See note 14]
Table: Bajaj Auto's plant-wise capacities (in units)
a) Deferred Tax Liabilities 1,647.9
1,419.4
b) Deferred Tax Assets (1,606.0)
(1,309.6)
41.9
109.8
Total
34,438.8 29,329.1
II. Application of Funds
1. Fixed Assets
a) Gross Block 33,339.4
29,841.5
b) Less: Depreciation and write downs 18,079.1
17.260.7
c) Net Block 5 15,260.3
12,580.8
d) Capital Work in progress,
expenditure to date 220.6
347.4
15,480.9
12,928.2
2. Technical Know-how 6 162.6
105.3
3. Investments
7 18,085.2
18,571.4
4. Current Assets, Loans and Advances 8
a) Inventories 3,388.4
3,496.1
b) Sundry Debtors 3,586.5
2,753.1
c) Cash and Bank Balances 1,368.7
560.7
d) Other Current Assets 1,256.8
799.5
e) Loans and Advances 13,652.3
8,887.7
23,252.7
16,497.1
Less: Current Liabilities and Provisions 9
a) Liabilities 12,134.1
10,432.5
b) Provisions 12,241.5
8,340.4 53
52
24,375.6
18,772.9
 Q4 Full Year
FY09 FY08 Change FY09 FY08 Change

Motorcycles 373,704 479,905 -22% 1,907,853 2,139,779 -11%

Total 2Wh's Net Current

375,439 Assets
482,912 -22% 1,919,625 2,161,095 -11%

3 Wh's SALES
(1,122.9)
64,830 IN 69,676 -7% 274,529 290,312 -5%
Total Units (2,275.8) 552,588
440,269 -20% 2,194,154 2,451,407 -10%
UNITS 5. Miscellaneous
FOR 2008 not written- Full Year
Expenditure
Q4
off Voluntary
FY08 Retirement
Motorcycles
& FY09
2009
124,034
: 123,630
Change FY09
0% 631,383
FY08
481,549
Change
31%
TOTAL
Total 2Wh's 124,450 123,890 0% 633.463 482,026 31%

3 Wh's 27,189 34,168 -20% 139,056 136,315 2%

Total Units 151,639 158,058 -4% 772,519 618,341 25%

Rs. In crores 492 505 -3% 2,640 2,048 29%

of which
2007-2008 2006-07 GROWTH
EXPORTS
Q4 Total Q4 Total Q4 Total
are

SALES IN
UNITS FOR
2007-08 &
Summarized Financials
2006-07 :
TOTAL

5554
100cc 224,030 986,232 291,057 1,438,323

125cc 152,364 686,389 104,326 450,845

150cc 103,511 467,158 140462 490,331

Motorcycles 479,905 2,139,779 535,845 2,379,499 -10% -10%

Total 2Wh's 482,912 2,161,095 543,757 2,399,996

3 Wh's 69,676 290,312 84,630 321,828 -18% -10%

Total Units 552,588 2,451,407 628,387 2,721,824 -12% -10%

2007-2008 2006-07 GROWTH

Q4 Total Q4 Total Q4 Total

100cc 70,510 269,176 43,964 174,312

125cc 37,408 138,306 17,753 66,363

150cc 15,712 74,067 15,826 59,981

Motorcycles 123,630
Of which 481,549 77,543 300,656 59% 60%
EXPORTS
Total 2Wh's are
123,890 482,026 77,550 301,766

3 Wh's 34,168 136,315 39,133 140,645 -13% -3%

Total Units 158,058 618,341 116,683 442,411 35% 40%

Rs. In billion 5.05 20.48 4.49 16.94 12% 21%

56
 CONCLUSIONS
The study, which I conducted on the “In-depth Analysis of Bajaj
Automobile Ltd” in the area of Marketing Management has been a very
gratifying experience at the outset, the objectives were to cover the
whole marketing strategies policies adopted by HHML. The entire report
has been effort to do just that.
Through out the study I found Hero Honda bikes are very new & use modern
technology in their bikes. As a result they give better performance then
other bikes in the market & required less maintenance. Bajaj Automobile
also provides good after sale service to the customer.
Bajaj Automobile has managed to put in spectacular performance going
from strength to strength despite increase in competition, the company’s
sales have witnessed an up trend, registering an average growth of 42%
in the three years under review.
Bajaj Automobile has managed to achieve this because of its strong brand
image and proven product quality underpinned the performance growth in
recent years. Apart from the strong brand “Splendor” the company’s
presence across the spectrum of the motorcycle market helped it exploit
the growing demand for 4-stroke motorcycles.
At the lower, end, the company has CT 100 and CT100 SS and at the middle
level splendor, passion & joys. The PULSAR range is targeted, at the
premium segment. Thus one may say that the marketing strategies adopted
by Bajaj Automobile have really paid-off, as the company has constantly
managed to increase its market share and also increase its sales .Which
is really amazing for a company which has been a market leader to
maintain its strong position in the wake of growing competition from its
competitors who have been trying to grab a strong share in the market by
launching latest technology products. Bajaj Automobile has been very
understanding to its employees. It treats all its employees as the
biggest asset of the company. Its innovative H.R. policies are made to
ensure that the best of talent, which the company employs, receives the
best of talent, which the company employs, receives the best of
remuneration. Also the non-monetary incentives given to the employees
are such as to maintain the motivation to a time high.

57
 RECOMMENDATIONS AND

SUGGESTIONS
^ The company should concentrate more on sales and
marketing department so that more and more products can
be sold out.

^ Advertisements should be the best method to advertise

the products and popular among the public.

^ Cheaper products (Motorcycles) should be introduced by

the company so that it can reach the middle class
public.

^ Transparency should be made in between the product details

and the original product sold to the customers.

^ Company -customer ratio should be maintained.

58
 BIBLIOGRAPHY

BOOKS:-

^ Marketing Management - By

Philip Kotler ^ Marketing

Management- By C.B.Gupta

MAGAZINES:-

^ Auto magazine
^ Over drive
magazine ^
Business today

WEBSITES:-

^ www.bajajauto.com

^ www.google.com

^ www.autos.max.com

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