Team : Guru & Baba

Nikhil Kumar 2013IPM127

Nitesh Nayak 2016PGP245
 The Approach

Building end-to-end Marketing Strategy for Bajaj Boxor

ANALYSIS DECISION OUTCOMES

Aspiration Customer
Deciding What value for whom Acquisition
Segmentation Targeting Positioning Retention
Company Competition
Buy Rate

Customer
Action Plan Sales
Context Collaborators Marketing Mix Decision Profit
Product + Place + Promotion = Value Creating Market Share
Price = Value Capturing

Note : All abbreviation has been mentioned in comment box below

 Analysis Current Scenario
Company Customer
In many cases, customer is not consumer
Bajaj-known for trust & reliability in Africa For riders, it is a high-value purchase, so
Company model is priced higher because it high involvement
imports bikes from India and has quality parts Investor selection is not in line with rider
After the sale, service is very good but that selection as he doesnt have to pay for
doesnt affect that purchase decision. maintenance
Current positioning resonates with Africas For investor, ROI matters & for riders cost
infrastructure and not customer needs. of maintenance matters
Focus on brand building market potential The customer doesnt consider after sales
service while making a purchase decision

Competitors Context Collaborators

Chinese competitors have no value Currently, company has collaborations only
Africa economy is developing and Okada is
proposition other than price for sales and service
identified as the economic mode of public
Their break-even point is low but they No collaboration with government agencies
transit.
need frequent maintenance and repair No collaboration in Marketing and After
Investors have access to MFI and finance
They are easily reparable & have cheap Sales service front.
Bike taxi is seen as investment and not
parts No collaboration with financial institutions
personal purchase
They are mainly attracting investors, Collaborate with government to run
Investors will dominate market in future
proving low cost of investment awareness campaign on traffic and other law

It seems from the analysis, current context gives a golden opportunity for Bajaj to build its brand collaborate with government and
local mechanics to bring value to the consumer. Competitors have no other value proposition than price while Baja is not able to
communicate its value proposition. The current communication of VP doesnt resonate with customer
 Aspiration Deciding what value for whom

Segmentation Target Market Positioning

For Investor seeking high ROI, Bajaj Boxer
Economic Investors is long life and high resale value bike
because of its strong engine and brand.
abc
For riders, Bajaj Boxer is the low
Value Seeker maintenance cost, high mileage, and
Okada Riders comfortable bike because it has strong
Durability chassis, SI engines, and SNS suspension.

For Okada Customers, looking for safe,

Comfort
Okada Customers reliable and comfortable bike taxi always
prefer Bajaj Boxer, because it has a
Reliability reliable engine and strong suspension.

We have segmented the customers on
the basis of Psychographic and
Behaviour. This included Okada
customers who are using the Okada
service for daily transit.
We have segmented the customers on
the basis of the benefit sought and also
included Okada customers. Our plan is
to create pull factor by educating daily
Okada consumers.
We have segmented the customers on
the basis of the benefit sought and also
included Okada customers. Our plan is to
create pull factor by educating daily
Okada consumers.
 Strategy Marketing Mix
Core function of product [ Commute (Base Price )]+[ Post sales Preferred Service Partner : Specially trained local mechanics with
service + Resale value + Brand + Mileage + Durability ( Premium)] repair shop of his own acting as service point and product purchase
In the eyes of investors and riders, there is not much product influencer, carrying brand logo, Bajaj Boxer catalogue.
differentiation because people riding will pay same for any bike
Chinese brand attracts investors due to the low cost of investment Since, we have to keep same
Further analysis of market and
Okada rider will pay same for any bike on rent and also maintain it. economy shows that if Bajaj set
price & command a premium,
Compelling VP of BB High mileage, comfort, low MC and high RV there is not much we can do.
up its manufacturing plant in
Continuous feedback from customer on product use and benefit However, we recommend to
Africa due to ease in foreign
This will help in improve positioning and building product strategy investment regulation, prices
partner with MFI and
Introduce New & improved Bajaj Boxer each year or once in two institution for easy financing.
can further reduce by 5-7% and
year and special edition with little change in based can compete with Chinese
model to be relevant in market Product Price brand in terms of price.

Place Promotion Goal: To communicate product value and knowledge

about product features highlighting the positioning for the target
We need to build strong service network Bajaj PSP
group
They will act as influencer & provide easy repair the reason being
Market: Communication is to address Okada riders and investors
customer doesnt take into consideration ASC as the value
Mission: Awareness about added benefit of BB and justify price
proposition of Bajaj because the purchase is not for personal use.
Message:
Demand Generation: Mobile vans, showroom, and service partners
Media: Radio, leading Newspaper, 1 TVC and outdoor hoardings
Demand Fulfilment: Company showroom and authorized dealer
Money: Total marketing budget = 8%-11% of total budget (of which
After sales service: Authorised Service Centres & PSP
60% will be spent on direct marketing and rest on camps and events.
Market Feedback for strategy development: ASC, PSP and Quarterly Other promo events- Awareness campaign with the government,
camps in association with the local dealer. quarterly camps for bike health check-ups and engagement activities.
Educational videos and know your bike pamphlets
Maintenance Service Package : A comprehensive service package offering 1 free service a month and additional price at reduced price, can be
availed at ASC and PSF. The package can be bought from company showroom or ASC.
 Action Plan

Jan18 Apr18 Jul18 Oct18 Jan19 Apr19

Mid Year Review Year-End Review Mid Year Review

Year-End Review Mid Year Review Year-End Review

Oct20 Jul20 Apr20 Jan20 Oct19 Jul19

Monitoring & Control

Risk Assessment
Thank You !!