Introduction

Bajaj Auto is a major India Automobile manufacturer. It is India's largest and the world's 4th largest two- and three-wheeler maker. It is based in Pune, Maharashtra, with plants in Akurdi and Chakan (near Pune), Waluj and Patnagar in Uttaranchal. Bajaj Auto makes and exports motor scooters, motorcycles and the auto rickshaw. Over the last decade, the company has successfully changed its image from a scooter manufacturer to a two wheeler (Motorbike) manufacturer. Its product range encompasses scooters and Motorcycles. Its real growth in numbers has come in the last four years after successful introduction of a few models in the motorcycle segment.

Key players in the Indian auto industry - Two wheelers

The largest 2 wheeler manufacturer in the world and 1st in India The 2nd largest 2- wheeler manufacturer in India.

The third largest 2 wheeler manufacturer in India.

Has recently entered the Indian market through its direct subsidiary ( in addition to its JV Hero Honda) Has recently entered the Indian market through its direct subsidiary.

HISTORY

Founder
Founded in 1926 by Jamnalal Bajaj.

At the height of India's movement for independence from the British, the group has an illustrious history.

His son, Kamalnayan Bajaj, then 27, took over the reins of business in 1942.

Sri J mn l l B j j

Successor
Bajaj Auto came into existence on November 29, 1945 as M/s Bachraj Trading Corporation Private Limited. It was only after Independence in 1947, that he was able to give his full attention to the business. Kamalnayan consolidated Bajaj the not but only also

group,

diversified into various manufacturing activities

Sri

m ln

nB j j

Present Leader
The present Chairman of the group, Rahul Bajaj, took charge of the business in 1965. Under his leadership, the turnover of the Bajaj Auto the flagship company has gone up from Rs.72 million to Rs.46.16 billion (USD 936 million). Its product portfolio has expanded from one to many and the brand has found a global market.

Sri Rahul ajaj

PRODUCT

Timeline of Product
1960-1970 - Vespa 150 1971 - three-wheeler goods carrier 1972 - Bajaj Chetak 1976 - Bajaj Super 1977 - Bajaj Priya 1981 - Bajaj M-50 1986 - Bajaj M-80, Kawasaki Bajaj KB100, Kawasaki Bajaj kb135, 1990 - Bajaj Sunny 1991 - Kawasaki Bajaj 4S Champion 1994 - Bajaj Classic 1995 - Bajaj Super Excel 1997 - Kawasaki Bajaj Boxer 1998 - Kawasaki Bajaj Caliber, Bajaj Legend, India's first four-stroke scooter, Bajaj Spirit, Pulsar 180 DTS-i UG IV, Bajaj Pulsar 220 DTS-i, Bajaj Discover 100 DTS-Si 2000 - Bajaj Saffire 2001 - Eliminator, Bajaj Pulsar 2003 - Caliber115, Bajaj Wind 125, Bajaj Pulsar 2004 - Bajaj CT 100, New Bajaj Chetak 4stroke with Wonder Gear, Bajaj Discover DTS-i 2005 - Bajaj Wave, Bajaj Avenger, Bajaj Discover 2006 - Bajaj Platina 2007 - Bajaj Pulsar-200 (Oil Cooled), Bajaj Kristal, Bajaj Pulsar 220 DTS-Fi (Fuel Injection) , XCD 125 DTS-Si 2008 - Bajaj Discover 135 DTS-i - sport (Upgrade of existing 135cc model) 2009 - Bajaj Pulsar 135, Bajaj XCD 135 cc , Bajaj Pulsar 150 DTS-i UG IV, Bajaj

Bajaj Vespa
Piaggio first licensed the production of Vespa scooters in India to Bajaj Auto in the 1960s. In 1971, Piaggio's license was not renewed as a part of Indira Gandhi's privatization programs.

Bajaj Chetak
After the collaboration ended, Bajaj continued to produce scooters of its own design, namely the Chetak, using design and engineering cues it had gleaned from the earlier affiliation. The Bajaj Chetak was a popular Indian-made motor scooter produced by the Bajaj Auto company. The Chetak is named after Chetak, the legendary horse of Indian warrior Rana Pratap Singh.

Present Product Portfolio

Two Wheelers

Low price segment

Mid price segment

Performance

Platina 100cc & 125 cc DTSi

XCD 135 cc DTSi

Pulsar 135, 150, 180, 200 & 220 cc DTSi

Kristal DTSi

Discover 100cc & 135 cc DTSi

Avenger 200 DTSi

Bajaj Pulsar 220

The Bajaj has claimed its Pulsar 220 as the Fastest Indian. The new 220 has improved on power from 20BHP to 21BHP. The Engine is tuned to give an improvement in the top speed, which is now 144KMPH.

Bajaj Discover
A 100cc version was launched in 2009 with a dtssi engine. The bike returns 89 kmpl and has sold 5 lakh units in 200 days since its launch. After the success of the discover 100,Bajaj launched a 150cc version for Rs.46000 and stopped production of the 135cc variant

Bajaj Avenger
The Avenger features a modified engine of Pulsar 200, delivering 0.5 bhp power and 0.4 kgfm (4 Nm) torque less than the Pulsar. The bike has a top speed of 114 km/h and does the 0 60 km/h in 5.18 seconds and 0-100 km/h in 20.03 seconds. On July 26, 2010, Bajaj Launched the 220cc version of Bajaj Avenger.

Bajaj Platina
The engine of Platina is from another 100 cc bike from Bajaj, the Bajaj CT 100. The bike is capable of a top speed of around 91 km/h and does 060 km/h in 8.5 seconds. In city traffic the bike returns 62 kmpl.

Bajaj XCD
Bajaj has claimed that with the digital twin spark swirl induction technology. The bike is capable of giving a mileage of 109 kmpl, but at least one third party reviews report a highway mileage of around 82 kmpl, with city mileage being 64 kmpl. The bike has a top speed of around 94 km/h and does 060 km/h in around 8 seconds.

Bajaj Pulsar 135

Bajaj Auto is now taking Pulsar to the executive segment with a 135 cc variant. The company is already the market leader in this segment with 38 per cent share with Discover and XCD. Pulsar 135 LS is expected to cement its position further in this category.

Bajaj Kristal
The Bajaj Kristal is a scooterette produced and sold in India. This is again another scooterette from Bajaj Auto. Engine capacity of 95 cc Top speed 70 km/h (43 mph)

PRICE

Top selling segment

Price list

Sales Data Domestic Market

Others 8%

3 Wheeler 16%

Pulsar 28%

Discover & Platina 48%

PLACE

Global and National

Bajaj has distribution channel in over 50 countries all over the globe and across India. Dominant presence in Africa and Latin America with increasing market share every year. Market leader in 2 wheelers in Sri Lanka, Bangladesh, Colombia and Central America. 772,519 units exported in 2008-09, an increase of over 25% over the previous year.

Global and National

Bajaj Auto has extensive network of Two wheelers, three wheelers and service centre across India. Bajaj Auto also has Bajaj Probiking showrooms for high end bikes. Largest exporter of three wheelers in the world: 139,056 units exported in 2008-09.

S-T-P
Segmentation: Two base models are segmented for rural part of India. High end models are segmented for urban part of India. Targeting: Bajaj targets youth in the urban part with the performance bikes like Pulsar, XCD and Avenger, while with Discover and Platina Bajaj Auto aims to target youths in the rural India. Positioning: Bajaj auto has positioned itself as the maker of fuel efficient performance bikes which no other two wheeler makers offer.

PROMOTION

Promotion through shows and event

Bajaj uses all media channels like print, electronic outdoor for promotion.

Public Relation activities:  Stunt & music shows  Biking trips

Different media
Different media used by Bajaj auto for advertising  Print  Radio  TV  Outdoor  Internet Sales promotion techniques  Offers free insurance  Easy loans with low down payment  Exchange with old two- wheelers

IMAGE & BRAND

The Transition
2004

2007

Hamara Bajaj

The Make Over Reason

The change which was done in 2004. The reason Bajaj changing its logo was that people used to associate Bajaj with its old image of Hamara Bajaj and carrying that Bajaj was not able to communicate its message that effectively to the youth who is its major target customer now as the market for the scooters is almost over and 80% of the 2-wheeler market is covered by bikes. The new logo flying B as it has been named represents style and technology. It connotes speed and open for denotes transparency. Today Bajaj is known with Distinctively Ahead . The recent ad campaigns for Bajaj are associated with stunts and modern gizmos.

NEW PRODUCT

BAJAJ ULC
New-to-the-world products New product lines Additions to existing product lines Improvements and revisions of existing products Repositioning Cost reductions

Highlight
Bajaj is building this car with Renault and Nissan Motor. Expected fuel efficiency of the Bajaj Lite is 30 kmpl. That is higher than the rumoured fuel efficiency of the Tata small car which is 25 kmpl. Tata small car is worth Rs 1.25 lakhs - when it is out on the streets. The Bajaj Lite concept will offer a petrol and a diesel engine.

Highlight
According to Baja Auto, the car will have a transmission which is unique in that it won't be an automatic transmission or a geared vehicle but something in between. Discussions are going on with Renault for mass production of the Bajaj car. The price which Renault is targeting for the small car is $ 3000, which translates to Rs.1,17,000 at current exchange rates. But this is just a figure - production costs and exchange rates both could change massively by the time the car is ready for production.

SWOT Analysis
Brand name BAJAJ Cost price low Fuel efficient Safe Large market for selling Awareness in the market First car in reasonable price Can hit in global market

STRENGTH

OPPORTUNITIES

THREATS

WEAKNESS

Company rival Not sure to hit in rural and semiurban areas

First car from BAJAJ No previous reports

AWARDS

Awards
Bajaj Pulsar DTS-Fi - Bike of the Year 2007 CNBCTV18 Autocar Auto Awards Bajaj Platina 100cc - Bike of the Year2007 NDTV Profit Bike India Mr. Rajiv Bajaj - Man of the year 2005 2005 Autocar Professional Mr. Rajiv Bajaj - Automotive Man of the year 2005 Bike India & NDTV India Bikemaker of the Year 2006-07 Overdrive Awards

Awards
Bike Manufacturer of the Year 2006-07 NDTV Profit Bike India In 2006-07, Chakan Plant Super Platinum Award for Manufacturing Excellence by Frost and Sullivan. Jindal Stainless Innovation Award in 2004. BW-NID Design Excellence Award. Bajaj Auto Website bagged the Best Digital Media Design Awards - 2004. The Economic times with Avaya Global Connect has instituted the Customers Responsiveness Award 2005