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SWOT ANALYSIS
Strength:
It is a specialty good.
It is a high involvement product.
It is durable goods.
Well equipped and trained staff.
Easy availability of spare parts in the market
Weakness:
Regional office should be located in mid of Delhi.
No promotional activities by celebrities.
Opportunity:
Since it is the second leading competitor it has chance to grow.
High growth rate of the industry.
Encouragement of innovation theory.
Threat:
The main threat is from the leading competitor.
Entry of Foreign motors bikes in the market.
Threat of second hand motorcycles.
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OBJECTIVES
1. Comparing Bajaj Bikes share in market to Hero Honda & TVs SuzukiBikes.
2. To study overall advertising strategies of Hero Honda Company.
3. To study overall advertising strategies of Hero Honda
Company
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RESEARCH METHODOLOGY
Research in common parlance refers to a search for knowledge. The purpose
of research is to discover answers to questions though the application of
scientific procedures. In short research is art of scientific investigation.
Research methodology refers to the tools and methods used for obtaining
information for the purpose of the subject under study.
The methodology followed for the purpose of finding customers response was
Random sample survey.
DATA SOURCES
The data was collected from primary as well as secondary sources.
The primary data was collected through interviews with the managers and
trainee sales officer.
Secondary data was collected from articles in various magazines and
newspapers and web sites.
RESEARCH APPROACH
The approach adopted was a survey with the customers visiting the show
room.Companys servicing centre of Delhi and interview session with
management of the company.
RESEARCH INSTRUMENT
The research instrument used was a questionnaire.
SAMPLING PLAN
Sampling Unit:
1. It constituted of people in the age group of 20 and above.
2. Income group of 5,000 and above per month.
Sampling Procedure: The sampling procedure adopted was convenience
sampling because of the wide scope of the project
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LIMITATIONS
1. The primary data collected is restricted to only one company in New
Delhi.
2. The secondary data is limited to the articles in magazines, newspaper
and web sites.
3. The responses to the customer questionnaire may have been biased.
4. The responses to the industrial questionnaire may have been biased.
TWO- WHEELERS MARKET SHARE
24%
49%
14%13%
BAJAJ
HERO HONDA
TVS
OTHER'S
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MAJOR PLAYERS Market Share (in %age)
2006-07 2007-08
Bajaj Auto 27.09 24%
Hero Honda 51.51 50%
TVS Motors 12.91 14%
OTHERS 7.68 13%
Honda Motorcycle & Scooter India (HMSI) piped Bajaj Auto to take the
number two position in terms of market share and vehicles sold domestically
in November. This is the first time ever that Bajaj Auto has sunk to third place
in monthly two-wheeler sales. Bajaj Auto chairman and Rajya Sabha member
Rahul Bajaj had earlier this month asked in Parliament what steps were being
taken by the government for the auto sector as his company is not able to sellvehicles.
HMSI is a 100% subsidiary of Japans Honda Motor Company and entered
the country in 2000 to manufacture scooters. Its entry in the bike segment
took place only in 2004. According to Society of Indian Automobile
Manufacturers, Bajaj Auto, the countrys second-largest two-wheeler
manufacturer until October, registered a dip of 11.9% in sales in November at
82,919 units, compared with HMSIs 94,222 units. Consequently, HMSIs
market share went up from 10.5% in November last year to 16.6% last month,
while Bajajs market share fell from 26.5% to 14.6%. Bajaj Autos marketshare has also fallen 19.2% during April-November of the current fiscal
against 23.9% during the same period last year. In pole position remains Hero
Honda Motor India with 49.6% marketshare, and in fourth place is Chennai-
based TVS Motor Company with 13.7%.
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Marketing mix plans
SEGMENTATIONDemographic Segmentation
Income: Company survey indicates that the segments available for the
Bajaj motor bike are the people with monthly income of Rs. 10,000 and
above.
Age: The main segmented group for the motorcycle are 18 years and
above.
Occupation: All kinds of people are taken into account. Students,
professionals, Govt. Servants, etc.
Geographic Segmentation: The potential customers for the Bajaj motor
cycle are basically from every regions of India.
Psychographic segmentation: People purchasing Bajajs bikes are very
stylish, brand conscious.
Behavioural segmentation: This segmentation is done considering userstatus, benefit wise.
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TARGETING
The proposed targeting people in the age group of 18 years and above with a
monthly income of Rs. 10,000 and above, who are adventurous, enthusiasts
and socializing and who are either students or retired individuals or may be
employed as professionals, government servants or having their own
business, but mostly male.
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POSITIONING
The image that Bajaj creates in the mind of the customers is the faith. The
add shown by it says HAMARA BAJAJ. That means its a member of the
Indian family. It represents the Indian culture and society.
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PRODUCT
The product offers a service to the customers so as to satisfy their need. The
product provided the Bajaj suites the Indian Roads. And the IndianConsumers have a perception that the Bajaj provides genuine products.
The product is perfectly designed and the entire switch are well placed, which
provides a good riding condition.
The details of the various bikes provided by the Bajaj are as follows:
1. Pulsar- 220 DTS - Fi
2. Pulsar- 200 DTS - i
3. Pulsar-180 DTS - i
4. Pulsar-150 DTS - i
5. Avenger200 DTS - i
6. Discover135 DTSi
7. Discover125 DTS - i
8. XCD125 DTS - i
9. Platina100 DTS
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PULSAR 220 DTS- Fi
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PRICESPricing is an important component of marketing mix of firm. Determining the
prices of different products of a firm is a very difficult task of the marketingmanager. Price denotes money value of a product. It represents the amount
of money for which a product can be exchanged. In other words, prices
represents the money which the buyer pays to the seller for a product price
represents the exchange value of goods and services in terms of money.
Price is all around.
Price factor has very well been touched by the manufactures. The
manufactures (Bajaj) are charging very comparatively cheaper prices then
their competitors. The pricing strategy of the company is very set. They price
their product according to the cost of production and also by keeping an eyeon the price of the competitors of that segment & demand of the product in the
market.
The pricing strategies adopted by bajaj auto Ltd:
Competitive Pricing
The management of a firm decide to fix the price at the competitive
level. This method is adopted by bajaj auto because the bike market is highly
competitive.
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THE PRICE LISTS OF THE VARIOUS BAJAJ BIKES ARE AS
FOLLOWS:
PRICE LIST FOR PULSAR 220
As On June 2007-08
City On Road Price (Rs.)
Mumbai 97000
Chennai 91000
Kolkata 92500
New Delhi 87000
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PRICE LIST FOR PULSAR 200
As On June 2007-08
City On Road Price (Rs.)
Mumbai 80,000/-
Chennai 75,000/-
Kolkata 77,500/-
New Delhi 72,000/-
PRICE LIST FOR PULSAR 180
As On June 2007-08
City On Road Price (Rs.)
Mumbai 70,000/-
Chennai 70,000/-
Kolkata 68,500/-
New Delhi 62,000/-
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PRICE LIST FOR PULSAR 150
As On June 2007-08
City On Road Price (Rs.)
Mumbai 68,000/-
Chennai 64,000/-
Kolkata 65,500/-
New Delhi 60,000/-
PRICE LIST FOR AVENGER 200
As On June 2007-08
City On Road Price (Rs.)
Mumbai 77,000/-
Chennai 69,000/-
Kolkata 74,500/-
New Delhi 69,000/-
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PRICE LIST FOR DISCOVER 135
As On June 2007-08
City On Road Price (Rs.)
Mumbai 59,000/-
Chennai 54,000/-
Kolkata 56,500/-
New Delhi 52,000/-
PRICE LIST FOR DISCOVER 125
As On June 2007-08
City On Road Price (Rs.)
Mumbai 53,500/ -
Chennai 49,000/ -
Kolkata 52,500/ -
New Delhi 46,000/ -
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PRICE LIST FOR XCD 125
As On June 2007-08
City On Road Price (Rs.)
Mumbai 50,000/-
Chennai 46,000/-
Kolkata 48,500/-
New Delhi 44,000/-
PRICE LIST FOR PLATINA
As On June 2007-08
City On Road Price (Rs.)
Mumbai 35,200/-
Chennai 32,900/-
Kolkata 34,500/-
New Delhi 32,900/-
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PROMOTION
Promotion is an important part of marketing mix of a business enterprise. It is
spark plug of the marketing mix. Promotion is the process of communication
with the potential customer involving information, persuasion and influence. It
includes all types of personal or in personal communication with customers as
well as middleman in distribution. The purpose of promotion is to inform,
persuade and influence the prospective customers. Personal selling,
advertising, publicity and sales promotion are widely used to inform the
people about the availability of product and create among them the desire to
buy the products.
The words of E.L. Brink and W.T. Kelly promotion is the coordination of all
seller initiated affords to setup channels of information and persuasion to
facilitated the sale of a product or service or accepted of an idea.
The various promotional activities adopted by the Bajaj Auto Company.
The company has 100crore rupees for its promotional activities out of which
75% is sponsored by the company and 25% from the dealers.
They may sign a celebrity for its promotional activities in recent futures.
The company provides six free services to its customers in comparison to its
competitors.
The company provides good services facilities to its customers through
dealers service station.
Dealers encourage its customers by giving discount, providing 0% interest
loan schemes, prices, coupons etc.
The various promotional activities adopted by bajaj bikes are as follows
Credit & finance schemes
Free services to the consumers
Advertisements on Televisions, Newspapers, Magazines
Road Shows
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PLACE
There are about many regional offices located in major cities through outthe country.
There are more than 10,000 dealers through out the country.
For the product distribution the company distributes its products through
authorized dealers.
The variety products are easily available in showrooms.
REGISTERED OFFICE
Bajaj Auto Finance Ltdc/o Bajaj Auto Ltd
Akurdi, Pune - 411 035
Tel: 020-7472851 Fax: 020-7407393
email: nvswaminathan@bajajauto.co.in
NEW DELHI BRANCH
BAJAJ AUTO FINANCE LIMITED
C/o. Bajaj Auto Ltd.,
B-60/61, Naraina Industrial Area, Phase-II
NEW DELHI-110028
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RESULTS
Company:
Companies data shows that the company produces approximately
1,11,000 vehicles per month. Out of which they sales 60,000 motor cycles
per month.
The company has more demand of its product in western region.
The company has 21 regional offices throughout India out of which 10
contains training centres.
The main objective of these offices is to pay emphasis to human resource
development and provide good services to its customers.
Customer:
The results from customer survey are as follows:
1. Customers prefer because of their fuel efficiency.
2. Customers prefer because of their performance.
3. Customers prefer because they are value added product.
4. Customers also prefer because they are stylish.
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DATA ANALYSIS & INTERPRETATION
QUESTION1: What physical features made you prefer BAJAJ BIKES?
LOOKS 4
BODY BUILT 28
STYLE 8
ALL OF THEM 60
INTERPRETATION
The customers look for the over all looks or we can say that they all the
physical features while deciding to purchase PULSAR. Also they look
towards it as a sturdy body built bike.
LOOKS
BODY BUILD
STYLE
ALL OF THEM
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QUESTION2: What media affected your preference the most?
INTERPRETATION
The customer preference is mostly affected by television advertisements.
WORD OF MOUTH 33
TELEVISION 66
PRINT MEDIA 1
DEALER EFFORTS 0
WORD OF MOUTH
TELEVISION
PRINT MEDIA
DEALERS EFFORTS
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QUESTION 3: Did price affect your preference?
INTERPRETATION
74% of customers says that price affect their preference
YES 74
NO 26
YES
NO
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QUESTION 4: What mode of payment did you prefer?
INTERPRETATION
51% of customer prefers financing and 49% prefer cash payment.
CASH 49
FINANCE 51
CASH
FINANCE
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QUESTION 5: WILL YOU PREFER BAJAJ LAUNCHING A NEW RANGE
WHICH CAN SERVE THE PURPOSE OF SERVICE CLASS?
YES
NO
CANT SAY
YES 70%
NO 25%
CANT SAY 5%
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QUESTION 6:WHERE DOU YOU SEE BAJAJ BIKES ADVERTISMENT THE
MOST?
NEWSPAPER 10%
MAGZINE 30%
T.V 15%
HORDING 40%
ANY OTHER 5%
INTERPRETATION:
Mostly people get the information from hording, after hording magazine are
the source best source to get the information then television then Newspapers
and finally other sources.
10%
30%
15%
40%
5%NEWSPAPER 10%
MAGZINE30%
T.V15%
HOARDINGS40%
OTHERS 5%
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QUESTION 7: Which of the following Age group do you belong ?
INTERPRETATION:
The above graph shows the information about the different age groups. The
maximum numbers of persons are belonging from the age group of 35yrs to
50yrs, then above 50yrs after that between 20yrs to 35yrs and finally less than
20 yrs.
< 20 YRS
20 YRS TO 35 YRS
35 YRS TO 50 YRS
> 50 YRS
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QUESTION 8: What is your impression about the following on BAJAJ
products?
INTERPRETATION:
The above graph percentage of the consumers impression about the various
products of the BAJAJ.
Fully Satisfied
Partially Satisfied
Unsatisfied
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CONCLUSION
Our finding reveals that there is a great amount of market potential for
bikes in NCR of Delhi.
The findings also reveal that it is a competitive market, so the innovation
theory is always appreciable.
As it are speciality goods. So the customer needs time to study the
product as a whole in respect to its performance, efficiency etc. so the staff
should be well trained.
The company should encourage more dealers who would give more
emphasis in services of the product. It will be easy for the customers when
required.
Above all the image of the product is that it is a value added product and
it has value for money. It represents the Indian culture
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RECOMMENDATIONS
After the complete analysis of entire assignment we put forward aset of recommendations which are a follows:
1. Since the company has targeted the right segments, but the reason for the
low sales of BAJAJ is competition from HEO HONDA. BAJAJ should
regularly look to develop new products and new features among the
existing products to face the competition from HERO HONDA.
2. PULSAR 220 is high price and moreover the client has positioned the bike
as city ride made easy fuel efficient bike as a result of which if comes in
direct competition with HERO HONDAKARIZMA. So BAJAJ should also
concentrate on this segment as it has great potential.
3. In order to increase the market share, promotional activities should be
encouraged through advertisements to attract the male & female segment.
4. BAJAJ AUTO, if it starts functioning independently, has to innovate and
develop their own technology to support their growth aspirations.
16%
19%22%
43%
Production Chart of BAJAJ
97-98
98-99
99-00
00-01
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CUSTOMER SURVEY REPORT
20 & BELOW
20-30
30-40
40 & ABOVE
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Table below show the comparative growth rates in the two-wheeler sales
for SEPTEMBER 2008:
AUTO MOBILE SALES FIGURE
Company Name April- Sep.2006-07 April-Sep 2007-08
Yamaha Motors India 97039 142960
TVS Motor Co. 341663 337432
Royal Enfield Motors 9507 12062
LML Limited 18494 28062
Kinetic Engg. ltd. 22136 23651
Hero Honda Motor 819167 782354
Bajaj Auto Ltd. 419211 435164
Total 1727217 1761685
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BIBLIOGRAPHY
NEWS AND VIEWS FROM MARKETING DIVISION OF BAJAJ AME BUSINESS MAGAZINE.
AUTO MAGAZINE.
BUSINESS INDIA
FINANCIAL EXPRESS
BUSINESS LINE
OVER DRIVE MAGAZINE.
WWW. INDIAINFOLINE.COM
WWW. BAJAJ AUTO.COM
WWW.ECONOMICTIMES.COM
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Questionnaire
CONSUMER SURVEY
NAME :________________
Address: _____________________
QUESTION1: What physical features made you prefer BAJAJ BIKES?
A) LOOKS B) BODY BUILT
C) STYLE D) ALL OF THEM
QUESTION2: What media affected your preference the most?
A) WORD OF MOUTH B) TELEVISION
C) PRINT MEDIA D) DEALER EFFORTS
QUESTION 3: Did price affect your preference?
A) YES B) NO
QUESTION 4: What mode of payment did you prefer?
A) CASH B) FINANCE
QUESTION 5: WILL YOU PREFER BAJAJ LAUNCHING A NEW RANGE
WHICH CAN SERVE THE PURPOSE OF SERVICE CLASS?
A) YES B) NO
C) CANT SAY
QUESTION 6: WHERE DO YOU SEE BAJAJ BIKES ADVERTISMENT THE
MOST?
A) NEWSPAPER B) MAGZINE
C) T.V D) HORDING
E) ANY OTHER
QUESTION 7: What is your impression about the following on BAJAJ
products?
A) Fully Satisfied B) Partially Satisfied
C) Unsatisfied
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QUESTION 8: Which other bike would bike you have preferred to buy?
Yamaha LML
Tvs motors Bajaj
QUESTION 9: what is the image of BAJAJ in your mind?
Economical
Durable
Smooth Bike
Safe Bike
Rough and Tough
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CERTIFICATE
This is to certify that the project work done on Competency Mapping of
Bajaj Auto ltdis a bonafide work carried out by Mr.Sanjeev pippal under my
supervision and guidance. The project report is submitted towards the partialfulfillment of two year, full time Post Graduate Diploma in Management.
Name & Sign of FacultyMr.Rajeesh khare
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Declaration
I hereby declare that this project report entitled COMPITENCY MAPPING OF
BAJAJ AUTO is written and submitted by me under the kind guidance ofMr.RAJNEESH KHARE facultyof P.G.D.M department.
The finding and interbretation in the report are based on both primary and
secondary data collection. This project is not copied from any source or other
project submitted for similar purpose
SANJEEV PIPPAL
P.G.D.M4THSEM
ROLL NO1012201031
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