BAJAJ AUTO LTD

IT is lowest cost scooter manufacturer of world

SEGMENTS SERVED BY IT

below125cc segment-served by bajaj platina .This is also the highest selling segment. 125cc-150cc segment served by bajaj Discover( dtsi),and xcd125cc 150cc-200cc segment served by bajaj pulsar(dtsi150cc,200cc)
above 200cc segment served by bajaj pulsar 220cc and avenger .This premium segment goods are sold exclusive showrooms of bajaj auto

SITUATION ANALYSIS

NETWORK:BAJAJ AUTO has got a very effective distribution system. It has got large number of service centers which are evenly spread all over the country. MARKET SHARE:At present Bajaj Auto occupies about 25.4% of total motorcycle segment(source:society of indian automobile manufacturers) COMPETITORS:Hero Honda is its arch rival and it occupies top position in INDIAs twowheeler segment

MARKETING MIX(4ps)

PRODUCT MIX(width): There are various segments which bajaj auto is trying to serve.It is trying to target lower level segment with bajaj platina(100Cc)

contd

&bajaj discover which targets the middle level segment customers.Apart from this the premium segment is served by bajaj pulsar(200cc) and bajaj avenger.

PRICE MIX

ECONOMY SEGMENT(100ccsegment): This segment is served by bajaj platina(100cc) and bajaj ct100.The showroom price of platina is around Rs35000 . Premium segment(125cc-200cc):This segment is served by bajaj pulsar(150cc,180cc,200cc),discover.The price of discover is aroundRs 58000. contd

Chart showing prices of pulsar

ENGINE CAPACITY
PULSAR(150cc) PULSAR(180cc) PULSAR(200cc)

PRICE
RS64000 Rs61000 Rs75000

PROMOTION MIX

PAN INDIA PRESENCE: BAJAJ auto has got showrooms evenly spread all over india.It also sells its premium segment bikes through probiking showrooms owned by company

Promotional strategies Adopted:The largest maker of premium bikes in the country, which currently sells only one 100cc bike, is already working on a plan to launch another low-cost bike, the biggest motorcycle segment in the country, said two vendors who supply auto parts to Bajaj Auto.

PLACE MIX

PRESENT DAY SCENARIO

Weaning customers away from the 100cc category to the executive and premium segments has not been easy for Bajaj Auto, especially in current market conditions. The slowing economy and 16-year-high inflation levels have hit the companys premium bike market hard, as credit became more expensive after a series of interest rate hikes by the Reserve Bank of India. Nearly half the bikes sold in India are financed by lenders, and the rise in borrowing costs has caused sales to flag. Overall two-wheeler sales shrunk by 8% in 2007-08, before bouncing back in the current fiscal. Bajaj Autos premium 150cc and 200cc Pulsar bikes are priced up to Rs75000exclusive of taxes, while its only 100cc bike, the Platina, sells for about Rs35,000