Marketing V1

(AN INSIGHT INTO MOTORCYCLE INDUSTRY)

AGENDA
BAJAJAUTO
HERO MOTOCORP
MISSION & VISION
BRANDS MARKET DEFINITION
REVENUES & PROFIT MARGINS
SWOT ANALYSIS
SEGMENTATION, TARGET & POSITIONING
BRAND CIRCLES
SUB-BRANDINGS
COMPETITIVE SETS
MARKETING CAMPAIGNS
UPCOMING PROJECTS
ONLINE TREND ANALYSIS
IMPROVEMENT AREAS
Bajaj Auto

 Bajaj Auto, is ranked as the world's fourth largest two-wheeler and

largest three- wheeler manufacturer
 Bajaj Auto is the flagship of the Bajaj group of companies. The group
comprises of 34 companies and was founded in the year 1926
 India’s largest exporter of motorcycles and three-wheelers
 Bajaj Pulsar range has received multiple Bike of the Year awards

200Bajaj Pulsar 200Bajaj Platina 200Bajaj Pulsar

220 DTS-Fi
201Bajaj Pular
200NS
201
Bajaj Pulsar RS
1 Launched 6 Launched 7 Launched 2 Launched 5200 Launched
Hero MotoCorp
 Hero MotoCorp Ltd. (Formerly Hero Honda Motors Ltd.) is the world's
largest manufacturer of two - wheelers, based in India
 "Hero" is the brand name used by the Munjal brothers for their flagship
company, Hero Cycles Ltd
 Received the 'Best value for Money Bike Maker' and 'Best Advertising' in
Two Wheelers Category at the Auto India Best Brand Awards 2012

199
CBZ Launched
200 Karizma 200 Hunk 200
Karizma ZMR 201
New Karizmas
9 3 Launched 7 Launched 9 Launched 4 Launched
Hero MotoCorp - Mission &
Vision
Mission
Hero MotoCorp's mission is to become a global enterprise fulfilling its customers' needs
and aspirations for mobility, setting benchmarks in technology, styling and quality so
that it converts its customers into its brand advocates. The company will provide an
engaging environment for its people to perform to their true potential. It will continue
its focus on value creation and enduring relationships with its partners.
Vision
The story of Hero Honda began with a simple vision - the vision of a mobile and an
empowered India, powered by its two wheelers. Hero MotoCorp Ltd., company's new
identity, reflects its commitment towards providing world class mobility solutions with
renewed focus on expanding company's footprint in the global arena.
Pulsar – Changing the market

• Harbinger of Change
• Introduced many first features
• Standardized a lot of things like Disc Brakes, Self Start etc.
• Always priced aggressively
• There is one for everyone
• Redefined the biking industry
• The HE-Bike
• World's first bike endowed with a Sex (Gender)
KARIZMA/CBZ – Changing the
market
KARIZMA

• First faired motorcycle in India

• Alloy wheels as standard
• Biggest Engine capacity in its category (223CC)

CBZ

• First 4- stroke motorcycle in India

• 5 speed gear box
• Euro 1 Norms
 Revenue

Revenue From Operations [CR]

30,000.00
27,518.00

25,245.86
25,000.00 23,735.15
23,529.44

21,103.93
19,488.96 19,717.64
20,000.00 18,880.27

15,000.00

10,000.00

5,000.00

0.00
2011-12 2012-13 2013-14 2014-15

HERO BAJAJ

Source : Dion Global Solutions Limited

 Profit Margins
Net Profit Margin (%)
18.00

16.09
16.00 15.38 15.21

14.00
13.01

12.00

10.08
10.00
8.91
8.64
8.34
8.00

6.00

4.00

2.00

0.00
2011-12 2012-13 2013-14 2014-15

HERO BAJAJ

Source : Dion Global Solutions Limited

 SWOT – Bajaj Auto
• Excellent brand presence
• Extensive research and development focus • Mileage on a lower side due to
• Performance Oriented Product focus on Power
• Widespread distribution network across India • Use of low quality tires
• Collaboration with KTM and Kawasaki • Still has to establish a brand to
match Hero’s Splendor

Strength Weaknes
s s

Opportuniti
es Threats
• Constant growth in the two-wheeler segment • Entry of international brands
• Expansion in rural and tier-2 cities • New motorcycles coming in this
• Developmental changes thus reducing bike's sector
weight • Pulsar (150/180) update pending
• New launches(VS400, SS400) since long
 SWOT – Hero MotoCorp

• Number one two wheeler manufacturer in • Lack of Sales in the premium 

India(sales volume) bike segment
• Excellent R&D, and wide variety of products in • High imports for its spare parts
every segment i.e. over 30% imports
• Excellent distribution, over 3000 dealerships • Most of the products have
and service centers similar features and low on
• Good advertising and excellent rebranding design and innovation
from Hero Honda to Hero Moto Corp • Still has to establish a brand to
• Erik Buell Racing Strength Weakne match Bajaj’s sports
s ss segment(135-220cc)

Opportuniti
es Threats
• Scooter segment is one of the most growing • Strong competition from Indian
industries as well as international brands
• Export of bikes is limited i.e. untapped • Honda Scooters as a strong
international markets competition to Hero Splendor
• New Launches(HX250R) • Poor sales of with Brand Karizma
 STP (Segment, Target Group,
Positioning)

Segment Target Group Positioning Segment Target Group Positioning

•Geographic – • Youth with the • India’s Number •Geographic – • Youth with the • For the bikers
Middle Class age of 18-30 1 sports bike Middle Class age of 18-30 who are always
and R1, R2 • First time buyers •Gender – M • First time buyers ready for action –
•Gender – M •Age – 18-30 Always game
•Age – 18-30 •Occupation –
•Occupation – Prof, students
Prof, students

HERO
BAJAJ PULSAR
CBZ/KARIZMA
Market dominance strategy

• BAJAJ PULSAR IS THE LEADER IN ITS SEGMENT WITH THE MARKET

SHARE OF AROUND 44% IN THE PERFORMANCE MOTORCYCLES
CATEGORY IN INDIA

• ON THE OTHER HERO CBZ AND KARIZMA FOLLOWS THE BRAND

PULSAR AND DIDN’T EVEN COME CLOSE TO THE SALE FIGURES
THAT PULSAR PRODUCES
Bajaj Pulsar brand circle

No 100cc Pulsar
NoAdventure
Pulsar commuter
Bikes
Super Sports
Sports Tourers
Muscular Styling
Performance/
Innovation
Hero Karizma and CBZ brand
circle

Small capacity range of Karizma/CBZ

High End Motorcycles
Super Sports
Comfort

Mileage
BAJAJ SUB-BrandinGS
 Company – BAJAJ

 Brand – Pulsar

 Line extension – Pulsar 135LS, Pulsar 150, Pulsar 180, Pulsar AS150,
PulsarAS200, Pulsar200NS, Pulsar RS200, Pulsar 220F

 Tag Lines – Definitely Male, Digital Biking, Free Biking, The Fastest
Indian, Make Life A Sport
HERO MOTOCORP SUB-
BrandINGS
• Company – Hero

• Brand – CBZ, Karizma

• Line extension - CBZ XTREME, XTREME Sports, Karizma R, Karizma

ZMR

• Tag Lines – CBZ Fully Loaded, Xtreme - Live on the Edge, Karizma
Jet Set Go – Always Game, Karizma ZMR Above All – The God of
Bikes
 Pulsar Generations
2007
2001 2003 2005

2009 2012 2015

 Cbz generations/ karizma
1999
generations
2007 2014

2003 2006 2009

2014

2014
 Competitive Sets

PULSAR

• Hero Karizma ZMR

• Hero CBZ Extreme
• Hero Hunk
• TVS Apache 160/180/200
• Yamaha R15
 Competitive sets

CBZ KARIZMA/ZMR

• Bajaj Pulsar 150/180 • Bajaj Pulsar 220

• TVS Apache 160/180 • TVS Apache 180/200
• Yamaha R15 • Yamaha R15
• Yamaha FZ/ Fazer • Yamaha FZ/ Fazer
• Honda CBR 150R • Honda CBR 150R
2001 Ad campaign – Marketing
Campaigns

Hero CBZ: https://www.youtube.com/watch?v=gMuZCe6W3jw

Bajaj Pulsar: https://www.youtube.com/watch?v=0DHb0kb0rMY

2009 AD CAMPAIGN – MARKETING CAMPAIGNS

Hero Karizma ZMR: https://www.youtube.com/watch?v=Zb_hLqMqdBE

Bajaj Pulsar 220: https://www.youtube.com/watch?v=0RwCFrwhYCg

Pulsar and karizma used mtv
Upcoming Projects

Bajaj Pulsar VS400 Hero XF3R

Upcoming Projects

Bajaj Pulsar SS400 Hero HX250R

Upcoming Projects

Bajaj U Car Concept

 ONLINE TREND ANALYSIS

Google trends
IMPROVEMENT AREAS

KARIZM
PULSAR
A
Need to re-
Need to update
design the
old range
product

Pulsar 150
Better Engine
Classic can be
performance
introduced