Beruflich Dokumente
Kultur Dokumente
VISAKHAPATNAM
Submitted by
ESWARARAO VAKADA
(H.T.No.20854100054)
FINANCE & MARKETING
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CERTIFICATE
PROJECT GUIDE:
Mrs.G.Subha
Assistant Professor,
Department of MBA
Department of MBA
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Place : KAKINADA
Date:
(ESWARARAOVAKADA)
Regd. No. 20854100054
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ACKNOWLEDGEMENTS
I should take the responsibility to acknowledge the following distinguished
personalities who graciously allowed me to carry out this project work successively.
I am also thankful to all other members of the staff for their kind cooperation in
this behalf. Mainly I am very much thankful to Mr. J.NAGENDRA KUMAR, M.B.A, and
Head of the department of management studies.
I am highly thankful to my guide Mrs.G.SUBHA madam, M.B.A, Assistant Professor
for her valuable advices and encouragement throughout the course.
I express my deep sense of gratitude to Mr. A.SRINIVAS (general manager)
for his kind help and valuable suggestions in preparing this project and also to office staff
members.
I also express my sincere thanks to my friends and classmates for their advice
and suggestions in giving a proper shape to study.
(Eswararao vakada)
CONTENTS
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CHAPTER I
INTRODUCTION
I.1
I.2
I.3
I.4
Methodology
I.5
Limitations
CHAPTER II
Page no
1-7
8-25
INDUSTRY PROFILE
CHAPTER III
26-49
COMPANY PROFILE
CHAPTER IV
50-73
CHAPTER V
74-88
CHAPTER VI
6.1
FINDINGS
6.2
SUGGESTIONS
6.3
CONCLUSION
QUESTIONNAIRE
BIBLIOGRAPHY
89-94
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CHAPTER 1
INTRODUCTION
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1.INTRODUCTION
In the present every customer is expecting a good quality and service for that price
they pay to the product, so with increasing expectations of the customer every company wants
provide good service optimally to increase their sales.
A service is an act or performance that one party can offer to another that is
essentially intangibly and does not result it the ownership of anything.
After industrial revolution there are many changes in the industrial scenario.
Industrialization and liberalization has lead to establishment of many MNC industries in
Indian market. Increasing technological knowledge about products in market.
The present study, communication mix done at varun motors Bajaj showroom,
visakapatanam tries to find out the impact of Bajajs marketing communication on customers
of Bajaj.
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Now-a-days customers are aware of what get for the value paid and they are
wasting no time to get it. Gone are the days when one has to book the vehicles to arrive.
Now it is the with people stopping at one of the showroom and finalizing the deal, model
and the make before walking quietly away.
Today consumers not only chose the best product for their requirement but also
demand value for his money. The bike showrooms also have undergone changes. They have
become single point of contract for the customers before and after purchase of the bikes.
The entry of MNCs is definitely a big boom to a bike market with high
customers expectations. This is turn has forced all bike manufactures to look away the means
of adding value to their product and service.
The future looks bright for the Indian bike buyer as well as the manufacher who
are willing to go that extra mile to satisfy consumers, so, it is essential management analysis
the organization market opportunity to find the market with there to untapped, which is base
for its existence. Hence, bike markets should evince interest to know the buyers perceptions
about their marketing communication.
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This study is confirmed only to the two wheeler owners owning BAJAJ motors
Vehicles brands only in Visakhapatnam. The study covered employees from various
Offices, businessmen, and students. The respondents are given questionnaire in petrol
Bunks, offices, and shops and asked to fill the questionnaire. For this study 100
Respondents are given questionnaire to fill the answers.
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To assess the amount of awareness in their customers about the product offering
in BAJAJ.
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As the time span was limited 45 days the entire sample customer could not be
covered in the course of the study.
The size of sample has been restricted to 100. Hence this small sample makes its
difficult to apply it to the universal group.
Change of customers addresses that was the communicated to the company has
provided to my study. Some customers were contacted personally surveyed
through telephonic interview.
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The method of the study is through collection, study and analysis of data collected
from various sources and publications about the industry and company and also from the
internal sources with in the company. The data is collected mainly from the consumers.
The methodology of the study has involved the gathering of information initially
from the two sources.
Primary data
Secondary data.
PRIMARY DATA
Primary data is collected with the help of finalized questionnaire, which includes
first hand collection of information from consumers. It can be viewed as survey. The
questionnaire was especially designed to find the consumer behavior. Most of the information
is collected by meeting the consumers at different areas in Kakinada.
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SECONDARY DATA
Information was gathered from company records, annual reports of company,
periodicals, articles and prescribed books.
After gathering the data from these two sources the data was analyzed tabulated,
interpretation was written down and finally suggestions were made regarding the entire project
a simple random sample of consumer has been taken from the particular area.
DATA ANALYSIS
A careful analysis on the obtained data has been tabulated and conclusions have been
given with help of simple statistical techniques like percentage.
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CHAFTER 2
THE SCENARAO OF TWO-WHEELER
INDUSTRY IN INDIA
INDUSTRY PROFILE
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Invention of Two-Wheeler :
The invention of the first two-wheeler is a much-debated issue. "Who invented the first
motorcycle?" may seem like a simple question, but the answer is quite complicated. Twowheelers owe their descent to the "safety" bicycle, i.e., bicycles with front and rear wheel of
the same size, with a pedal crank mechanism to drive the rear wheel. Those bicycles, in turn
descended from high-wheel bicycles.
The high-wheelers descended from an early type of pushbike, without pedals,
propelled by the rider's feet pushing against the ground. These appeared around 1800, used
iron-banded wagon wheel, and were called "bone-crushers," both for their jarring ride, and
their tendency to toss their riders. Gottlieb Daimler (who later teamed up with Karl Benz to
form the Daimler-Benz Corporation) is credited with building the first motorcycle in 1885,
one wheel in the front and one in the back, although it had a smaller spring-loaded outrigger
wheel on each side. It was constructed mostly of wood, the wheels were of the iron-banded
wooden-spooked wagon-type, it definitely had a bone-crusher chassis.
This two-wheeler was powered by a single-cylinder Otto-cycle engine, and may have
had a spray-type carburetor. (Wilhelm May Bach, Daimler's assistant, was working on the
invention of the spray carburetor at the time). If two wheels with steam propulsion can be
called a motorcycle, then the first one may have been American. One such machine was
demonstrated at fairs and circuses in the eastern US in 1867.
This was built by one Sylvester Howard Roper of Roxbury, Massachusetts. There is an
existing example of a Roper machine, dated 1869. A charcoal-fired two-cylinder engine,
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whose connecting rods directly drive a crank on the rear wheel, powers it. This machine
predates the invention of the safety bicycle by many years, so its chassis is also based on the
"bone-crusher" bike.
History:
The first commercial design was a three-wheeler built by Edward Butler in Great
Britain in 1884. This employed a horizontal single-cylinder gasoline engine mounted between
two steer able front wheels and connected by a drive chain to the rare wheel.
The 1900s saw the conversion of many bicycles, or pedal cycles by adding small,
centrally mounted spark ignition engines. There was then felt the need for reliable
constructions. This led to road trial tests and competition between manufacturers. Tourist
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Trophy (TT) races were held on the Isle of Man in 1907 as reliability or endurance races. Such
were the proving ground for many new ideas from early two-stroke-cycle designs to
supercharged, multivalent engines mounted on aerodynamic, carbon-fibre reinforced
bodywork.
Two-wheelers owe their descent to the "safety" bicycle, i.e., bicycles with front and
rear wheels of the same size, with a pedal crank mechanism to drive the rear wheel. Those
bicycles, in turn descended from high-wheel bicycles. The high-wheelers descended from an
early type of pushbike, without pedals, propelled by the rider's feet pushing against the
ground. These appeared around 1800, used iron-banded wagon wheels, and were called "bonecrushers," both for their jarring ride, and their tendency to toss their riders.
Gottlieb Daimler (who later teamed up with Karl Benz to form the Daimler-Benz
Corporation) is credited with building the first motorcycle in 1885, one wheel in the front and
one in the back, although it had a smaller spring-loaded outrigger wheel on each side. It was
constructed mostly of wood, the wheels were of the iron-banded wooden-spooked wagontype, it definitely had a "bone-crusher" chassis! This two-wheeler was powered by a singlecylinder Otto-cycle engine, and may have had a spray-type carburetor. (Wilhelm May Bach,
Daimler's assistant, was working on the invention of the spray carburetor at the time).
If two wheels with steam propulsion can be called a motorcycle, then the first
one may have been American.
One such machine was demonstrated at fairs and circuses in the eastern US in 1867.
This was built by one Sylvester Howard Roper of Roxbury, Massachusetts. There is an
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Origin of Motor-Scooters :
Edward Butler, an Englishman, built the first motor tricycle in 1884. The first
gasoline-engine motorcycle to appear publicly was built by Gottlieb Daimler, of Bad
Constant, Germany, in 1885. The first practical engines and motorcycles were designed by the
French and Belgians, followed by British, German, Italian and American makers.
The popularity of the vehicle grew, especially after 1910. During World War I the
motorcycle was used by all branches of the armed forces in Europe, principally for
dispatching. After the war it enjoyed a sport vogue until the Great Depression began in 1929.
After World War II a revival of interest in motorcycles lasted into the late 20th century, with
the vehicle being used for high speed touring and sports competitions.
The practice of attaching auxiliary engines to bicycles in Western Europe and parts of
the United States led to the development during the 1950s of a new type of light motorcycle,
the moped. Originating in Germany as a 50-cubic-centimetre machine with simple controls
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and low initial cost, it was largely free of licensing and insurance regulations in except in great
Brittan.
The more sophisticated motor scooter originated in Italy soon after World War
II, led by manufacture of a 125-cubic-centimetre model. Despite strong competition from
West Germany, France, Austria, and Britain, the Italian scooters maintained the lead in the
diminishing market. The scooter has small wheels from 20 to 36 cm (8 to 14 inches) in
diameter, and the rider sits inside the frame. Power units are placed low and close to the rear
wheel, which is driven by bevel gearing or chain. Capacities vary from 50 to 225 cubic cm,
and four-speed gearing is common.
Initial Hits:
Most of the development during this earliest of eras concentrated onthree and fourwheeled designs, since it was complex enough to get the machines running without having to
worry about them falling over. The next really notable two-wheeler was the Millet of 1892. It
used a 5-cylinder engine built as the hub of its rear wheel. The cylinders rotated with the
wheel, and its crankshaft constitutes the rare wheel.
The first really successful production two-wheeler though, was the Hildebrand & Wolf
Mueller, patented in Munich in 1894. It had a step-through frame, with its fuel tank mounted
on the down tube. The engine was a parallel twin, mounted low on the frame, with its
cylinders going fore-and-aft.
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The connecting rods connected directly to a crank on the rear axle, and instead of
using heavy flywheels for energy storage between cylinder-firing, it used a pair of stout elastic
bands, one on each side outboard of the cylinders, to help out on the compression strokes. It
was water-cooled, and had a water tank/radiator built into the top of the rear fender.
In 1895, the French firm of DeDion-Buton built an engine that was to make the mass
production and common use of motorcycles possible. It was a small, light, high revving fourstroke single, and used battery-and-coil ignition, doing away with the troublesome hot-tube.
Bore and stroke figures of 50mm by 70mm gave a displacement of 138cc. A total loss
lubrication system was employed to drip oil into the crankcase through a metering valve,
which then sloshed around to lubricate and cool components before dumping it on the ground
via a breather.
DeDion-Buton used this 1/2 horsepower power plant in road going trikes, but the
engine was copied and used by everybody, including Indian and Harley-Davidson in the U.S.
Although a gentleman named Pennington built some machines around 1895 (it's uncertain
whether any of them actually ran), the first US production motorcycle was the Orient-Aster,
built by the Metz Company in Waltham, Massachusetts in 1898. It used an Aster engine that
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India, is the second largest producer of two-wheelers in the world. In the last few
years, the Indian two-wheeler industry has seen spectacular growth. The country stands next
to China and Japan in terms of production and sales respectively. Majority of Indians,
especially the youngsters prefer motorbikes rather than cars. Capturing a large share in the
two-wheeler industry, bikes and scooters cover a major segment. Bikes are considered to be
the favorite among the youth generation, as they help in easy commutation. Large varieties of
two wheelers are available in the market, known for their latest technology and enhanced
mileage. Indian bikes, scooters and mopeds represent style and class for both men and women
in India.
Two-wheelers are the most popular and highly sought out medium of transport in
India. The trend of owning two-wheelers is due to its
Economical price
Safety
Fuel-efficient
Comfort level
However, few Indian bike enthusiasts prefer high performance imported bikes. Some
of the most popular high-speed bikes are Suzuki Hayabusa, Kawasaki Ninja, Suzuki Zane.
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Demand Drivers:
The demand for two-wheelers has been influenced by a number of factors over the past
five years. The key demand drivers for the growth of the two-wheeler industry are as follows:
Inadequate public transportation system, especially in the semi-urban and rural areas;
Increased availability of cheap consumer financing in the past 3-4 years;
Increasing availability of fuel-efficient and low-maintenance models;
Increasing urbanization, which creates a need for personal transportation;
Changes in the demographic profile;
Difference between two-wheeler and passenger car prices, which makes two-wheelers the
entry-level vehicle;
Steady increase in per capita income over the past five years; and
Increasing number of models with different features to satisfy diverse consumer needs.
While the demand drivers listed here operate at the broad level, segmental
demand is influenced by segment-specific factors.
Manufacturers:
As the following graph indicates, the Indian two-wheeler industry is highly
concentrated, with three players-Hero Honda Motors Ltd (HHML), Bajaj Auto Ltd (Bajaj
Auto) and TVS Motor Company Ltd (TVS) - accounting for over 80% of the industry sales as
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in 9MFY2005. The other key players in the two-wheeler industry are Kinetic Motor Company
Ltd (KMCL), Kinetic Engineering Ltd (KEL), LML Ltd (LML), Yamaha Motors India Ltd
(Yamaha), Majestic Auto Ltd (Majestic Auto), Royal Enfield Ltd (REL) and Honda
Motorcycle & Scooter India (P) Ltd (HMSI).
Although the three players have dominated the market for a relative long period of
time, their individual market shares have undergone a major change. Bajaj Auto was the
undisputed market leader till FY2000, accounting for 32% of the two-wheeler industry
volumes in the country that year. Bajaj Auto dominance arose from its complete hold over the
scooter market. However, as the demand started shifting towards motorcycles
Technology
Hitherto, technology transfer to the Indian two-wheeler industry took place mainly
through: licensing and technical collaboration (as in the case of Bajaj Auto and LML); and
joint ventures (HHML).
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A third form - that is, the 100% owned subsidiary route - found favour in the early
2000s. A case in point is HMSI, a 100% subsidiary of Honda, Japan. Table 2 details the
alliances of some major two-wheeler manufacturers in India.
Besides the below mentioned technology alliances, Suzuki Motor Corporation has
also followed the strategy of joint ventures (SMC reportedly acquired equity stake in Integra
Overseas Limited for manufacturing and marketing Suzuki motorcycles in India).
Table 2
Technological tie-ups of Select Players
Nature of Alliance
Bajaj Auto Technological tie-up
Company
Product
Technological tie-up
Two-wheelers
Technological tie-up
Diesel
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Engines
HHML
Joint Venture
Motorcycles
KEL
Technological tie-up
KEL
Tie up for
Italjet, Italy
Scooters
manufacturing
and distribution
LML
Technological tie-up
Motorcycles
Hero
Technological tie-up
Aprilia of Italy
Scooters
Motors
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It is not only that the OEMs are increasing their focus on in-house R&D, they also
provide support to the vendors to upgrade the technology and also assist them striking
technological alliances.
All the major two-wheeler manufacturers, viz. Bajaj Auto, HHML, TYS, HMSI
and others, have increased their manufacturing capacities in the recent past. The total capacity
of these players stood at 7.8 million units per annum (FY2003) as against total market sales of
3.8 million units in FY2002. Most of the players have either expanded capacity, or converted
their existing capacities for scooters and mopeds into those for manufacturing motorcycles.
The move has been prompted by the rapid growth reported by the motorcycles segment since
FY1995.
HHML increased the capacity of its plants from 1.8 million units in FY2003 to
2.25 million in FY2004 and has been able to achieve 92% capacity utilization. In light of the
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increase in demand for motorcycles, the company plans to set up a new plant. Since its entry in
the Indian market during FY2002, HMSI has aggressively expanded its capacity.
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and 180 cc) with digital twin spark technology (DTSi) that offers a powerful engine and fuel
efficiency of 125 cc models, model launches by other players include LML's Graptor/Beamer,
HMSI's Unicorn besides the HHML's CBZ (improved version launched in 2003-04) and TVS'
Fiero F2. Moreover, in the recent past, the motorcycle segment has witnessed launch of
vehicles with higher engine capacity (higher than 150cc) and power (higher than 15bhp).
These include models such as Bajaj Auto Eliminator and Royal Enfield's Thunderbird
followed by HHML's Karisma. Besides these, KEL has launched premium segment
motorcycles GF 170 and GF Laser besides launching products.
from the portfolio of its The products in this segment cater for style conscious
consumers. Quite a few players are developing models combining features such as higher
engine capacity" optimum mix of power and performance, and superior styling. However, the
extent of shift to these products would depend on the positioning of such products in terms of
price.
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For the first nine months of FY2005, two-wheeler exports increased by 37% over
the corresponding previous, led mainly by motorcycles even as exports of other two-wheelers
were healthy. While motorcycle exports increased by 40%, scooter and moped exports
increased by 29% and 27% respectively.
Motorcycle exports by Bajaj Auto, HHML and TVS have reported a tobust growth
in FY2005 and are expected to increase further in the medium term.
Table 3
Two-Wheeler Exports from India (in numbers)
FY2000 FY2001 FY2002 FY2003 FY2004 CAGR
9MFY2005
(FY200004)
Scooters
20,188
25,625
28332
30116
53148
27.4
44832
Motorcycles 35,295
41,339
51.4
188807
Mopeds
27,754
44,174
18,971
24234
-3.3
22739
Total
33.5
256378
23330
Source: SIAM
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their target export markets, there have been instances of tie-ups with the technology partners.
Bajaj Auto's tie-up with Kawasaki to jointly market Bajaj products in Philippines is a case in
point.These vehicles are being sent to Philippines in the completely built unit (CBU) form.
Other strategy of expanding international presence considered by few players is that of setting
up assembly lines in select South East Asian countries either on their own or in partnership.
Besides, plans of select overseas technology partners to source from their Indian
partners and plans of global majors to develop their Indian manufacturing unit as a sourcing
hub may also lead to increase in two-wheeler exports from India.
Companywise two-wheeler exports since FY2000 are presented in the following Table 4.
Table 4
Company-wise two-wheeler exports (FY2000-9MFY2005)
FY2000 FY2001 FY2002 FY2003 FY2004
CAGR
9MFY2005
(FY200004)
Bajaj
14924
16112
28527
53366
90210
56.8
87225
HHML
10061
10324
13023
21165
39254
40.5
43441
HMSI
1293
10916
31414
n.a
27734
TVS
7265
6621
7765
9636
28093
40.2
36666
Yamaha
15197
20446
20321
45546
32906
21.3
27539
Others
35790
57635
32752
39053
42792
4.6
33773
Total
83237
33.5
256378
Auto
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CHAPTER 3
BAJAJ MOTORVEHICLES
LIMITED-APROFILE
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Company profile
Bajaj Auto Ltd. is one among India's top ten companies in terms of market
capitalization and among the top five in terms of annual turnover.
The company started producing scooters in the year 1961 and followed threewheelers production in 1962. Its collaboration with Piaggio expired in 1971 and since then,
their scooters and three-wheelers are being sold with the brand name BAJAJ.
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The first production unit is located at Satara, Maharashtra. The unit continues to
collect scooters from CKDs supplied by the Company. These scooters are marketed through
the Company's distribution network and under the Company's brand name.
In 1984, the second production plant was set up at Aurangabad, Maharashtra. This
plant started scooter production in 1986, three-wheeler production in 1987 and scooterettes
and motorcycle facilities were commissioned in 1990 & 1991 respectively.
Today, the company has become a market leader with annual production in excess of
1.35 million units which was about 4000 units in 1961. These days, Bajaj Auto Ltd. has started
offering products in all segments (mopeds & scooterettes, scooters, motorcycles, three
wheelers).
Key Dates:
1945: Bajaj Auto is founded.
1960: Rahul Bajaj becomes the Indian licensee for Vespa scooters.
1977: Technical collaboration with Piaggio ends.
1984: Work begins on a second plant.
1998: Bajaj plans to build its third plant to meet demand.
2000: Thousands of workers are laid off to cut costs.
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Outlook:
Since 1986, there is a technical tie-up of Bajaj Auto Ltd. with Kawasaki Heavy
Industries of Japan to manufacture state-of-art range of latest two-wheelers in India. The JV
has already given the Indian market the KB series, 4S and 4S Champion, Boxer, the Caliber
series, and Wind125.
KHI has given the world its legendary series of 600-1200cc Ninja and 1600 Vulcan
bikes. Straight from its design boards, the Kawasaki Bajaj Eliminator, India's first real cruiser
bike, redefines the pleasure of "biking" in looks as well as performance.
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Company Flashback:
Bajaj Auto Ltd. sales have increased by approximately 21 per cent in the year
2004-05, which exceeds Rs 65.4 billion, a record in the history of the company. The gross
operating profit stands at Rs. 9.3 billion, again a record. The profits after tax of the BAL are
close to Rs. 7.7 billion, and the pre-tax return on operating capital is at an impressive 80 per
cent.
The strength of the company is its quality products, excellence in engineering and
design, and its ability to delight the customers. The Pulsar, introduced in November 2004, is
continually dominating the premium segment of the motorcycle market, helping to maintain
the market superiority. Discover DTSi, one more successful bike on Indian roads, is in the
'value' segment of the motorcycle market. It incorporates a high degree of power with fuel
efficiency of a 100 cc motorcycle.
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Mission statement:
The draft auto plan aims to make the country a destination of choice for the design
and manufacture of automobiles and components.
The Draft Automotive Mission Plan 2006-2016, released by the Ministry of Heavy
Industries and Public Enterprises last week has a focussed mission statement of making the
country a "destination of choice" in Asia for the design and manufacture of automobiles and
components. In the process, the report sees the industry doubling its contribution to the Gross
Domestic Product to 10 per cent by 2016. Of course, incremental investment of $35-40 billion
will be necessary over the next 10 years to achieve this and most of it will have to be from
capacity expansion by existing players.
Vision statement:
Bajaj doesn't have a straight vision statement. They define it in terms of brand identity,
brand essence (derived from mission) and brand values.
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Learning
Learning is how we ensure proactivity.
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.
Speed
Speed is how we convey clear conviction.
It is a value that keeps us sharply responsive, mirroring our commitment towards our
goals and processes.
Transparency
Transparency is how we characterize ourselves.
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Manufacturing Facilities:
Our Manufacturing facilities are located at Aurangabad, Pune and Baramati. All
plants are equipped with all manufacturing facilities and latest state of the art machinery and
equipments to meet customer requirements with quality products.
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Research & Development Bajaj Auto has a huge, extensive and very well-equipped
Research and Development wing geared to meet two critical organizational goals:
Development of exciting new products that anticipate and meet emerging customer needs in
India and abroad Development of eco-friendly automobile technologies The company has also
been investing heavily in the latest, sophisticated technologies to scale down product
development lifecycles and enhance testing capabilities. Bajaj Auto R&D also enjoys access to
the specialized expertise of leading international design and automobile engineering
companies working in specific areas.
Human Resource Concern The world's 4th largest two- and three-wheeler
company live their brand by its values of Innovation, Perfection, and Speed. They are
distinctly ahead through excitement engineering. Innovation is how they create the future. It is
a value that provokes them to reach beyond the obvious in pursuit of that which exceeds the
ordinary. Perfection is how they set new standards.It is a value that exhibits there
determination to excel by endeavouring to establish new benchmarks all the time. Speed is
how they convey clear conviction.It is a value that keeps them sharply responsive, mirroring
their commitment towards there goals and processes.
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Marketing Strategies:
Marketing Strategies Being the leading manufacturer of two & three wheelers
market BAL(Bajaj Auto Ltd.) has been providing the best of the class models at competitive
prices. Most of the Bajaj models come loaded with the latest features within the price band
acceptable by the market. They regularly update the low price bikes with the latest features
like disk-brakes, anti-skid technology and dual suspension, etc.
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The time at which Kawasaki 4S was launched Hero Honda was the market leader in
fuel-efficient bikes and Yamaha in the performance bikes. The commercial of Kawasaki 4S
had the punch line "Kyun Hero" means "now what hero" which reflected the aggressiveness in
the marketing front by the company. Caliber - The focus for the Caliber 115 was youth. And
though Bajaj made the bike look bigger and feel more powerful than its predecessor its
approach towards advertising is even more radically different this time around. The teaser
campaign and the emphasis on the Caliber 115 being a `Hoodibabaa' bike placed it as a trendy
motorcycle for the college-goers and the 25 plus executives both at the same time
Marketing Strategies Pulsar Discover Bajaj Auto's entire product portfolio, from the
entry-level to the premium, is being sold by the same dealers. The restructuring will involve
separate dealer networks catering to the urban and rural markets as well as its three-wheeler
and premium bikes segments. Bajaj Auto also plans to set-up an independent network of
dealers for the rural areas.
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Industrial relations:
Bharatiya Kamgar Sena, the recognised union at Waluj, Aurangabad, wasde-recognised
by Industrial Court on 24 April 2007. Managementthereafter signed the wage settlement on 23
July 2007 with Bajaj Auto.Limited Employees Union, the union having the majority
following, in conciliation and accordingly, the benefits of the settlement have been
given to all daily rated employees at Waluj.
Subsequently, with a view to downsizing the workforce at Waluj,Voluntary Retirement
Scheme was floated for the permanent daily ratedworkmen. 712 workmen availed of the
benefit under the scheme. The management discontinued its vehicle assembly facilities at its
Akurdi plant with effect from 3 September 2007 due to the higher costof manufacturing; as a
result of which over 2000 workmen becamesurplus. Negotiations are on with the newly
recognised union viz VishwaKalyan Kamgar Sanghatana to find a fair solution.
Relations with staff and workmen across the plants at Akurdi, Waluj
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BORD OF DIRECTORS:
Name
Designation
Rahul Bajaj
Rajiv Bajaj
D S Mehta
Shekhar Bajaj
J N Godrej
Suman Kirloskar
Nanoo Pamnani
P Murari
Madhur Bajaj
Sanjiv Bajaj
Kantikumar R Podar
D J Balaji Rao
S H Khan
Naresh Chandra
Manish Kejriwal
Niraj Bajaj
Vice Chairman
Executive Director
Director
Director
Director
Director
Director
Director
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Audit Committee:
S.H. Khan
Chairman
Director
J.N. Godrej
Director
Naresh Chandra
Director
Nanoo Pamnani
Director
Chairman
J.N. Godrej
Director
Naresh Chandra
Director
S.H. Khan
Director
Product brands:
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MOTORCYCLE
Bajaj Avenger
Bajaj CT 100
Bajaj Discover DTSi
180 CC
99.27 CC
135 CC
111.6 CC
111.6 CC
Bajaj KB 125
123 CC
Bajaj 4S Champion
99.35 CC
Bajaj Platina
99.27 CC
220 CC
UG 180 CC
UG 150 CC
Pulsar 200 Cc
200 CC
200 CC
124.6 CC
Bajaj XCD
125 CC
100 Cc
SCOOTERS
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Bajaj Bravo
145 CC
Bajaj Chetak
145.45 CC
Bajaj Classic SL
145.45 CC
Bajaj Legend
150 CC
SCOOTERETTES/MOPEDS
Bajaj Blade DTSi
100 CC
145 CC
Bajaj Fusion
145 CC
100 CC
Bajaj M 80 Electronic
74.08 CC
Bajaj Rave
74.08 CC
Bajaj Saffire
74.4 CC
Bajaj Spirit
100 CC
Bajaj Sunny
59.86 CC
59.86 CC
109.7 CC
Achievements:
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2009
April
January
2008
September
August
July
June
2007
December
September
August
July
June
April
February
January
2006
April
2005
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December
June
February
2004
October
August
May
January
Bajaj unveils new brand identity, dons new symbol, logo brandline
2003
October
October
July
February
2001
November
January
2000
June
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1999
March
1998
November
June
July
October
Spirit launched.
1997
July
1995
November29
Bajaj Auto is 50. Agreements signed with Kubota of Japan for the
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AWARDS&ACCOIADES:
2008-2007
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Product
Award
AWard Body
General
Pulsar
IMTMA-SIEMENS
Rashtrabhusan Award
Bajaj Discover
135 DTS-i
Overdrive
2007-2006
Product
Chakan Plant
Award
Super Platinum Award for
AWard Body
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Manufacturing Excellence
TPM
General
Overdrive Awards 07
Pulsar DTS-Fi
Platina 100cc
2006-2005
Product
Award
Award Body
Autocar Professional
Bike India
Bajaj CT 100
TNS Automotive
OVERDRIVE
Bajaj Discover
DTS-i
Bajaj Discover
DTS-i
OVERDRIVE
2005-2004
Product
Award
Award Body
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NFO Automotive
OVERDRIVE
OVERDRIVE
2004-2003
Product
Bajaj Wind 125
Award
Bike of the Year 2004
Award Body
Business Standard Motoring
Bajaj Wind 12
CNBC AUTOCAR
AUTO AWERD2004
DTS-i Technology
Bajaj Auto
General
2003-2002
Economic Times
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Product
Award
Award Body
Bajaj Pulsar
Bajaj Pulsar
NFO Automotive
Bajaj Boxer
AT KTEC
BBC
2002-2001
Product
Bajaj Eliminaton
Bajaj Eliminator
Bajaj Pulsar
Bajaj Pulsar
Award
Award Body
OVERDRIVE
OVERDRIVE
OVERDRIVE
Business Standard Motoring
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CHAPTER 4
THEORETICAL FRAMEWORK
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The marketing mix is the starting point. Promotion is one of the four
components of the mix. For years the traditional view was the promotional activities include
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advertising, sales promotions and personal selling activities. Sales promotions actually
includes both sales trade promotions, with sales promotions aimed at end users or consumers
of goods and services, and trade promotions directed toward distributors and retailers. This
traditional view has changed some, due to the accountability issue that was discussed.
The need to integrated all promotional efforts has expanded beyond the three
traditional elements of advertising, sales promotion, and personal selling. Now, promotion also
includes activities such as database marketing, directmarketing, sponsorship marketing,
internet marketing, and public relations.
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Any paid form of non personal presentation and promotion of ideas, goods or
services by an identified sponsor. The role advertising plays varies by company, products, and
the marketing goals established by the firm. For some products and companies, advertising is
the central focus and the other components are designed to back the advertising campaign.
In both business-to-business and consumer promotions, the key to using the
advertising effectively, is see advertising as on the spokes in the wheel of the promotional
effort. The remaining spokes are the other components of the MC plan. MC includes clear
internal communication among department among with the messages send to external
customers and suppliers. Advertising can be used to build up a long term image for a product
or trigger quick sales. Advertising can efficiently reach geographically dispersed buyers.
Certain forms of advertising buyers. Certain forms of advertising can require a large budget:
where as other forms do not.
Just the presence of advertising might have an effect on sales: consumers might
believe that a heavily advertised. Brand must offer good value. Because of the many forms
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and uses of advertising it is difficult to make generalizations. Yet the following qualities can
be noted.
1. Pervasiveness
2. Amplified expressiveness
3. Impersonality
Pervasiveness:
Advertising permits the seller to a repeat a message many times. It also allows the
buyer to receive and compare the messages of various competitors. Large scale advertising
says something positive about the sellers size, power and success.
Amplified expressiveness:
Advertising provides opportunities for dramatizing the company and its products
through the artful use of print, sound and color.
Impersonality:
The audience does not feel obligated to pay attention or respond to advertising.
Advertising is a monologue in front of, not a dialogue with, the audience.
PERSONAL SELLING:
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A companys salespeople must follow the rules of fair competition, most states have
enacted deceptive sales acts that spell out what is not allowed. For ex, sales people may not
lie to consumers or mislead them about the advantages of buying a product.
To avoid bait-and-switch practices, sales peoples statements must match advertising
claims. Different rules apply to consumers who are called on at home verses those who go to
a store in search of a product. Much personal selling involves business to business trade.
In selling to businesses, sales people may not offer bribes to purchasing agents or to
others who can influence a sale. Personal selling is some times called the last 3 feet of the
marketing function, because 3 feet is the approximate distance between the sales person and
the customer on the retail sales floor as well as the distance across the desk from the sales rep
to a prospective business customer.
A bond or partnership between a sales representative and a client can be a valuable
asset. Personal selling takes place bin two major categories: ( 1 )retail sales and ( 2 )businessto-business selling.
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Personal interaction:
Personal selling involves an immediate and interactive relation ship between two or
more persons. Each party is able to observe the others reactions.
Cultivation:
Personal selling permits all kinds of relationship to spring up ranging from a matter
of fact selling relationship to a deep personal friendship.
Response:
Personal selling makes the buyer feel under some obligation for having listened to the
sales talk.
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PUBLIC RELATIONS:
Building good relations with the companys various publics by obtaining favorable
publicity, building up a good corporate image, and handling or heading off unfavorable
rumors, stories, and events. Public relation departments may perform any or all of the
following function.
They are press relations, product publicity, public affairs, lobbying, and investor
relations. Many public relations activities are not considered typical marketing functionsThis
is because the marketing deportment concentrates on customers and the channel members en
route to those customers, such as wholesalers and retail out lets.
In contrast, the public relations department focuses on a variety of internal and external
stakeholders including employees, stockholders, public interest groups, the government,
society as a whole. One common goal of a public relations form is to get hits. A hit is the
mention of a companys name in a new story. Hits can be positive, negative, or even natural
in terms of their impact on a from.
The concept behind getting hits in the news is that the more a consumer sees the name of a
company in a news related context, the higher the brand or company awareness will
become.
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This may be true, but it is important to consider the type of image that is being
developed. It may be a wiser strategy to seek fewer hits and to make sure that those hits
project the companying a positive light that also reinforces the forms MC theme.
Marketers tend to under use public relations yet a well-thought-out program
coordinated with the other communication mix elements can be extremely effective.
The appeal of public relations and publicity is based on three distinctive qualities.
1. High credibility
2. Ability to catch buyers off guard
3. Dramatization
High credibility:
News stories and features are more authentic and credible to readers than ads.
Dramatization:
Public relations have the potential for dramatizing a company or product.
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1. Relevant
2. Involving
3. Implicit
Relevant:
A well-chosen event or experience can be seen as highly relevant as the consumer gets
personally involved.
Involving:
Given their live, real time quality, consumer can find events and experiences more
actively engaging.
Implicit:
Events are more of an indirect soft-sell.
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SALES PROMOTION:
Short term incentives two encourage the purchase or sale of a product or service.
Sales promotion induces a wide variety of promotion tools designed to stimulate earlier or
stronger market response. Sales promotion tools are used by most organizations, including
manufacturers, distributors, retailers, and not-for profit institutions.
They are targeted toward final buyers, retailers and whole sellers, business customers,
and members of the sales force. In developing a sales promotion programs. A company must
first set sales promotion objectives. & then select the best tools for accomplishing these
objectives sales promotion objectives.
Vary widely. Sellers may use consumer promotions to short-term sales or to help build
long-term market share objectives. For trade promotions include getting retailers to carry
new items and more inventories.
Getting them to advertise the product. And give it more shelf space, and getting them
to buy ahead. In general, rather then creating only short-term sales or temporary brand
switching, sales promotions should help to reinforce the products position & build long-term
customer relationships.
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If properly designed, every sales promotion tool as the potential to build consumer
relationships. Companies use sales promotions tools-coupons, contests, premiums and the
like to draw a stronger and quicker buyer response. Sales promotion can be used for short run
affects such as to highlight product offers and boost sagging sales. Sales promotion tools
offer three distinctive benefits.
1. Communication
2. Incentive
3. Invitation
Communication:
They gain attention and may lead the consumer to the product.
Incentive:
They incorporate some concession, inducement, or contribution that gives value to
the consumer.
Invitation:
They include a distinct invitation to engage in the transaction now.
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DIRECTING MARKETING:
Direct communication with care fully targeted individual consumers-the use of
telephone, mail, fax,email,the internet, and other tools to communicate directly with specific
consumers. One program that is closely tied to database marketing is direct marketing.
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Customized:
The message can be prepared to appeal to the addressed individual.
Up-to-date:
A message can be prepared very quickly
Interactive:
The message can be changed depending on the persons response
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The marketing communication page takes you through the basic fundamentals of
MC, as it is known, and shows you the thought process involved in aligning the various
components of our marketing communication mix for sales and marketing success
The following steps required to complete a marketing plan.
1. Situation analysis
2. Marketing objectives
3. Marketing budget
4. Marketing strategies
5. Marketing tactics
6. Evaluation of performance
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MCM COMPONENTS:
The foundation of an MCM program consists of a careful review of the companys
image the buyers to be served, and the markets in which the buyers are located.
Advertising programs are then built on this foundation, as are the other elements if the
promotional mix. Finally, the tools located at the peak of the pyramid help the companys
marketing team make certain that the elements of the plan are consistent and effective.
1. The foundation
2. Advertising tools
3. Promotional tools
4. Integration tools
The foundation consists of corporate image and brand management, buyer behaviors
and promotions opportunity analysis.
The advertising tools consist of advertising management, advertising design:
theoretical frameworks and types of appeals, advertising design: message starters and
execution frameworks and advertising media selection.
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Stories abound of super-successful advertising campaigns that stock the right cord
with the right message at the right time to create phenomenal results
Promotion has the power not only to create sales but have an effect on the social
consciousness as a whole. The marketing communication strategy page discusses the basics
of marketing communication planning to your best advantage as your business needs. The
real secret to marketing communication success lies in diligent research an understand of
human nature and your particular target audience.
Several trends that are linked to the increasing importance of advertising marketing
communications programs. A major force compelling firms to seek greater advertising and
marketing communication is information technology.
Computers, the world wide web, and telecommunication have moved the world into an
information age where business and most consumers have to an abundance of marketing
information.
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The challenge for marketers in the future will not just be gathering information;
the challenge will also involve sifting through an avalanche of statistics,ideas,and massages
and putting them into a format that company leader can use. When this is accomplished,
business leaders can make intelligent, informed decisions about how to market products.
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1. Rational
2. Emotional
3. Moral
Rational appeals relate to the audiences self interest. Emotional appeals attempt to
stir up either negative or positive emotions that can motivate purchase. Communicators may
use positive emotional appeals such as love, pride, joy and humor.
Moral appeals are directed to the audiences sense of what is right and proper. Moral
appeal is the Salvation Army; while you are trying to figure out what to get the man who has
everything, dont forget the man who has nothing.
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The awareness and attitudes created by advertising campaigns can improve the
success of more direct sales pitches. Marketing insight: coordinating media to build brand
equity describes how to leverage television advertising in other media.
Many companies are coordinating their online and offline communications
activities. About a third of advertisers who bought television advertising for the 20022003season bought ad space on the stations web sites. Listing URL web addresses in ads and
on packages allows people to more fully explore a companys products, find store locations,
and get more product or service info.
Danton makes it a priority to drive traffic to its dennon yogurt homepage so that
the company can benefit from the twin paybacks of (1) forging direct relationships with
customers and (2) building a database of its best customers whose loyalty can be
strengthened with more targeted coupon and direct-mail promotional efforts. It has been
highly successful in linking its online and offline efforts. In 2001,it and another joined forces
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IMPLEMENTING MCM:
Marketing communication has been slow to take hold for several reasons. Large
companies often employ several communications specialists to work with their brand
managers who may know comparatively use a large number of ad agencies located
communications and image diffusion.
Today, however, a few large agencies have substantially improved their integrated
offerings. to facilitate one-stop shopping, major ad agencies have acquired promotion
agencies. Many international clients have opted to put a substantial portion of their
communications work trough one agency. An example is turning all of its advertising over to
Ogilvy to attain uniform branding. The result is integrated and more effective marketing
communications and a much lower total communication cost.
Marketing communications can produce stronger message consistency and greater
sales impact. It force management to think about every way the customer comes in contact
with the company, how the company communicates its positioning, the relative importance
of each vehicle, and timing issues.
It gives someone the responsibility-where none existed before-to unify the companys
brand images and messages as they come through thousands of company activities.MC
should improve the companys ability to reach the right customers with the right messages at
the right time and in the right place.
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CHAPTER5
ANALYSIS AND INTERPRETATION
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120
97
no of respondents
100
80
60
40
20
0
yes
no
opinioun of customer
Interpretation:
The above chart represents that 97% of the customers aware of bajaj,3%cont know.
From this we can understand that the overall marketing communication of BAJAJ
motor cycles is strong in the customer point of view.
S.NO
1
2
3
4
5
SOURCE
friends
neighbors
advertisements
publicity
others
NO OF
RESPONDENTS
% OF
RESPONDENTS
32
14
15
30
9
32
14
15
30
9
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32
no of respondents
35
30
30
25
20
15
14
15
10
5
ot
he
rs
pu
bl
ic
ity
ad
ve
tis
em
en
ts
s
ne
ig
hb
or
fri
en
ds
methods
Interpretation:
The about chart represents that 32% of the two wheeler owners know through friends,30%
publicity,15% advertising,14%others and 9% neighbors.
From this we can understand that most of the customer knows about BAJAJ through
friends.
Because of the word of mouth is more impact on the customers.
S.NO
1
2
SOURES
yes
no
NO OF
RESPONDENTS
% OF
RESPONDENTS
97
3
97
3
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70
62
no of respondents
60
50
40
30
16
20
10
0
avenger
11
discover
DTS-i
kawasaki
caliber
kawasaki
boxer
platina
pulsar
DTS-i
Interpretation:
The above chart represents that 62% of the two wheelers owners are own pulsar DTS-i,
16% discover DTS-I, 11% platina, 7% Kawasaki boxer, 4% avenger.
From this one can understand that pulsar DTS-i occupies the slot on customer
preference. Most customers feel they like pulsar DTS-i because of its looks, comfort and style.
4. Table showing what elements are more attractive in BAJAJ motor cycles
S.NO
1
2
3
4
5
SOURCE
brand
image
design
mileage
resale
value
price
NO OF
RESPONDENTS
% OF
RESPONDENTS
33
46
16
33
46
16
3
2
3
2
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no of respondents
50
45
40
35
30
25
20
15
10
5
0
46
33
16
brand image
design
mileage
resale valu
price
attractive elements
Interpretation:
The about chat represents the 46% of the two wheeler owners are attractive to the
Desion,33% brand image,16% mileage,3% resale valu,2% price.
From this one can understand that design occupies the top slot in customer preference.
Most of the customer gave importance to design.
5. Table showing customer feel at work shop reception
S.NO
1
2
SOURES
yes
no
NO.OF
RESPONDENTS
%OF
RESPONDENTS
98
2
98
2
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120
no of respondents
100
98
80
60
40
20
2
0
yes
no
opinion of the customer
Interpretation:
The above chart represents that 98% of the wheeler owners feel good,2% feels bead.
From this we can understand that the overall response at work shop to customer feels good.
S.NO
1
2
SOURES
yes
no
NO.OF
RESPONDENTS
%OF
RESPONDENTS
99
1
99
1
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120
99
no of respondents
100
80
60
40
20
1
0
yes
no
opinion of the customer
Interpretation:
The above chart represents that 99%of the customer recommend to their friends,1% dont
make.
From this we can understand that most of the customers feel good about pulsar motor
cycle.
S.NO
1
2
SOURES
yes
no
NO.OF
RESPONDENTS
%OF
RESPONDENTS
96
4
96
4
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120
96
no of respondents
100
80
60
40
20
0
yes
no
opinion of the customer
Interpretation:
The about chart represents that 96% of the customers feel good, 4% average.
From this we can understand that the overall product brand is good.
S.NO
1
2
3
SOURES
print media
electronic
media
friends
NO.OF
RESPONDENTS
%OF
RESPONDENTS
13
13
23
64
23
64
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70
64
no of respondents
60
50
40
30
23
20
13
10
0
print media
electronic media
friends
opinion of customer
Interpretation:
The about chart represents that 64% of the two wheeler owners know through friends,23%
electronic media,13%print media.
From this we can understand that most of the customers know about BAJAJ motor
cycles through friends because of the word of mouth is more impact on customers.
SOURES
style
compatible
cost
safety
NO.OF
RESPONDENTS
%OF
RESPONDENTS
62
23
0
15
62
23
0
15
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no of respondentes
60
50
40
30
20
10
0
style
compatible
cost
safety
opinion of customer
Interpretation:
The about chart represents that 62% of the two wheeler owners attractive to the style
and 23% compactible, 15% safety.
From this one can understand that stale occupies the slot in customer preference.
Most of the customers look at style.
10. Table showing the different promotional methods influencing customers decision making
to buy a BAJAJ motor cycle
S.NO
1
2
3
4
SOURCE
advertisements
sales
promotion
personal
selling
publicity
NO OF
RESPONDENTS
% OF
RESPONDENTS
26
26
13
13
27
19
27
19
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direct
marketing
15
15
no of respondents
30
27
26
25
19
20
15
13
15
10
5
ar
ke
tin
g
di
re
ct
m
pu
bl
ici
ty
pe
rs
on
al
se
l li n
g
n
ot
io
pr
om
sa
le
s
ad
ve
t is
em
en
ts
promotional methods
Interpretation:
The above chart represents that 27% of the two wheeler owners impacted by the personal
Selling, 26% advertising, 19% publicity, 15% direct marketing, 13%sales promotion.
From this we can interrupt that personal selling is more on impact on customer
decision making process to buy BAJAJ motor cycles.
11. Table showing the customers opinion about the overall marketing communication of
BAJAJ motor cycles
S.NO
1
2
3
4
SOURCE
excellent
good
average
poor
NO OF
RESPONDENTS
% OF
RESPONDENTS
35
42
15
8
35
42
15
8
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42
45
no of respondents
40
35
35
30
25
20
15
15
10
5
0
excellent
good
average
poor
Interpretation:
The above chart represents that 42% of the two wheeler owners feel good, 35%
excellent,15%average 8% to say poor.
From this we can understand that overall communication of BAJAJ motor cycles strong in
customer in the customer point of view.
12. Table showing whether customers have seen any ads related to BAJAJ motor cycles.
S.NO
1
2
SOURCE
yes
no
NO OF
RESPONDENTS
% OF
RESPONDENTS
71
29
71
29
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80
71
no of respondents
70
60
50
40
29
30
20
10
0
yes
no
opinion of the customer
Interpretation:
The above chart represents that 71% of the two wheeler owners have seen that ads
and 29% of the wheeler owners have not seen the ads.
So from this, most of the customers pay the attention to see the ads related to BAJAJ
motor cycles.
13. Table showing whether the customers think that the ads of BAJAJ motor cycles are trust
worth and ethical
S.NO
1
2
SOURCE
yes
no
NO OF
RESPONDENTS
% OF
RESPONDENTS
63
37
63
37
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70
63
no of respondents
60
50
37
40
30
20
10
0
yes
no
opinion of the customer
Interpretation:
The above chart represents that 63% of the two wheeler owners trust the ads and
37% dont trust the ads.
From this we can understand that most of the customers believe the BAJAJ motor
cycles because of their brand name.
SOURCE
yes
no
NO OF
RESPONDENTS
% OF
RESPONDENTS
72
28
72
28
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80
72
no of respondents
70
60
50
40
28
30
20
10
0
yes
no
opinion of the customer
Interpretation:
The above chart represents that 72% of the two wheeler owners is known about kiosk, 28%
cant know.
From this we can understand that most of the customers attractive direct marketing.
SOURCE
newspapers
magazines
TV
hoardings
any other
NO OF
RESPONDENTS
% OF
RESPONDENTS
52
2
42
1
3
52
2
42
1
3
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60
52
50
42
nofo respondents
40
30
20
10
hoardings
any other
0
new spapers
magazines
tv
types of medium
Interpretation:
The above chart represents that 52% of the customers like news papers, 42%tv,3%any
other,2%magazines and 1%hoardings.
From this we can understand that mist of the customers follow the up-to-date information.
CHAPTER 6
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FINDINGS
SUGGESTIONS
CONCLUSION
6.1 FINDINGS
1. BAJAJ motor vehicles enhance the scope for future sales is also high as word most of
the customers are highly satisfied with overall performance of Bajaj of mouth publicity
can benefit the firm.
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2. As per the customers perspective the spare parts of Bajaj vehicles are costliest enhance
its impact can be their on future sales during this recession period where customers
concentrate on long term maintenance of the motor vehicles.
3. The market demand for pulsar is more than other products of Bajaj motor vehicles.
4. Attractive advertisements of Bajaj are one of the factors that influence the customer
while considering different models for purchase.
5. The service personnel are not returning the replaced spare parts.
6. It was found that some of the customers are dissatisfied with the time taken to deliver
the service vehicles.
6.2 SUGGESTIONS
1. The show room must focuses up on maintaining the schedule time given the customer
for servicing the vehicle.
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3. The mechanical staff should handover the replaced parts to the customers.
4. The service personnel should listen to the problems of the customers while servicing
the vehicle.
5. The spare parts cost is presumed to be high, this may affect the long term relationship
with the customer; hence the company either has to reduce the price or open company
outlets for the spare parts.
6. From the survey it is found that pulsar sells at high speeds the company should adopt
the same strategy which it has adopted for passion so that other could also be sold
quickly.
6.3CONCLUSION
In this dynamic and dyadic environment the companies are concentrating more
on grabbing more prospective customers bi offering no.1 communication service for both
COMMUNICAN MIX
after sales and before sales and this too in a two-wheel segment it is a tough to get a customer
but Bajaj being leader in two wheeler segment is able to get perspective customers.
ANNEXCURE
COMMUNICAN MIX
QUESTIONNAIRE
BIBLIOGRAPHY
QUESTIONNAIRE
CUSTOMER DETAILS
Name
COMMUNICAN MIX
Age
Gender
Address & cont no
:
:
:
:
:
8. How did you know about the bajaj pulsar 150 and 180?
A) Print media
B) electronic media C) friends
9. Why did you prefer bajaj pulsar?
A) Style
B) compatible
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C) Cost
D) safety
10. Which promotional methods would show more impact on your Decision making to buy
a hero Honda motor cycle?
A) Advertising
B) sales promotion
C) Personal selling
D) publicity
E) direct marketing
11. how do you feel about the overall marketing communication of
Bajaj motor cycle?
A) Excellent
B) good
C) Average
D) poor
12. Have you seen any ads related to BAJAJ motor cycles?
A) Yes
B) no
13. Do you think the ads of BAJAJ motor cycles are true worthy and ethical?
A) Yes
B) no
14. Do you know about kiosk?
A) Yes
B) no
15. Which medium would you like to watch/read advertisements?
A) Newspapers
B) magazines
C) TV
D) hoardings
E) any other
BIBLIOGRAPHY
Table 7.2.1
COMMUNICAN MIX
S.NO
Author
bool
Publisher
Volume
Year
2008
2008
Philip
Marketing
Pearson
No.
11
Kotler
Clow&
management
Intergatied
Ph1
baack
Marketing
communication
WEBLIOGRAPHY:
www.bajaj.com
www.varunvsp@satyam.net.in
www.auto.indiamart.com
www.moto.com