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8/13/2019 Marketing Mix Plan & Consumer Feedback For Bajaj Bikes
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SUMMER TRAININGPROJECT REPORT
ON
Marketing Mix Plan & Consumer Feedback For Bajaj Bikes
Submitted
for the fulfillment of award of Degree of
MASTER OF
BUSINESS ADMINISTRATION
By:
BRIJESH KR. TIWARI
Roll No :1222270011
Session :201214
Faculty Guide Company Guide
Mrs. Meenakshi Srivastav Firoj Khan
(Assit. Professor. MBA Dept. (Area Sales Manager)
PLOT NO 46, KNOWLEDGE PARK 3
GREATER NOIDA
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2013
ACKNOWLEDGEMENT
A project is never the sole product of a person whose name has appeared on the cover. Even
the best effort may not prove successful without proper guidance. For a good project one
needs proper time, energy, efforts, patience, and knowledge. But without any guidance it
remains unsuccessful. I have done this project with the best of my ability and hope that it will
serve its purpose.
First of all I wish to express my indebtness to Mr. Firoz Khan, (area sales manager)for his
valuable suggestions and guidance throughout the project.
It was really a great learning experience and I am really thankful to Mrs.
MeenakshiSrivastav(Faculty ITS), who not only helped me in the successful completion of this
report but also spread her precious and valuable time in expanding my knowledge base.
After the completion of this Project I feel myself as a well aware person about the Research
Procedure and the complexities that can arose during the process. Also I get an insight of the
advertising industry and its effectiveness in promoting sales. Finally, I am also grateful to all
those personalities who have helped me directly or indirectly in bringing up this project report.
BRIJESH KR. TIWARI
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PREFACE
As a student of MBA (Master Of Business Administration) one of the mostreputed professional courses, I have to undergo for the Project Report in the end of the
second sem. The attractive feature of the MBA degree is that along with theory we also
get to have the exposure of the practical environment.
THE TOPIC FOR MY SUMMERTRAINING PROJECT IS:-
Marketing Mix Plan & Consumer Feedback for Bajaj Bikes
The research report revolves around the changes occurred in consumer feedback
of Bajaj Bikes and their effectiveness in getting change in consumer perception about
the brand. The objectives are predefined and the task is to accomplish them.
The study was confined geographically to selected areas of Lucknow. The
potential respondents are the home base consumers and the industrial consumers, who
have commercial use for the product. The whole process during the report is well
planned, the primary data collection is done from the respondents.
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DECLARATION
I BRIJESH KR. TIWARIa student of MBA of ITS ENGINEERING COLLEGE, GREATER
NOIDArespectively hereby declare that the Project Report on Marketing Mix Plan &
Consumer Feedback for Bajaj Bikes is the outcome of my own work and the same has not
been submitted to any other University/Institute for the award of any degree or any
Professional diploma.
BRIJESH KR TIWARI
Roll No, 1222270011
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TABLE OF CONTENTS
Certificate of H.O.D..,......i
Acknowledgement.... ..ii
Preface...........................................................................iii
Declaration........... iv
S.No. Title Page No.
1. EXECUTIVE SUMMARY....................................... 2
2. PROFILE AND INTRODUCTION........................... 4
3. OBJECTIVE 15
4. RESEARCH METHODOLOGY. . 17
5. MARKETING MIX PLAN 21
6. DATA ANALYSIS AND INTERPRETATION............ 52
7. CONCLUSION........................................................ 59
8. RECOMMENDATIONS.......................................... 63
9. LIMITATIONS........................................................ 67
10. SWOT ANALYSIS................................................. 69
11. BIBLIOGRAPHY................................................... 7312. ANNEXURE............................................................ 76
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EXECUTIVE SUMMARY
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EXECUTIVE SUMMARY
The project deals with the 4 ps of marketing. The product chosen for this project is Bajaj
Pulsar of Bajaj Auto India Ltd. The project has undergone following surveys:-
Company survey
Customer survey
Data analysis
Relevant information has been gather from company visit, interacting with the companys
marketing manager and area sales manager concerned. Customer survey also helped us to find
the exact image in the mind of the customer, its value and it preference rates in comparison to
other products. Datas analysis are collected from web-site and analysis were made on the
following datas. In accordance the objective of the project was to study the product
characteristics in regard to its, price, place and promotion.
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COMPANY PROFILE &INTRODUCTION
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CO.PROFILE & INTRODUCTION
The Bajaj group came into existence during the turmoil and the heady euphoria of Indias
freedom struggle. Jamnalal Bajaj, founder of the Bajaj Group, was a confidante and disciple of
Mahatma Gandhi, and was deeply involved in the effort for freedom. The integrity, dedication,
resourcefulness and determination to succeed which are characteristics of the company today,
are often traced back to its birth during those long days of relentless devotion to a common
cause. Kamalnayan, the eldest son of Jamnalal Bajaj, succeeded his father in 1942, at the age of
twenty-seven. Putting the Nation before business, he devoted himself to the latter only after
India achieved independence in 1947. But when he did so, he put his heart and soul into it.
Within a short while, he not only consolidated the group, but also diversified into various
manufacturing activities, elevating the Group to the status it enjoys till this day. Rahul Bajaj
today heads the group. He has been the Chief Executive Officer of Bajaj since 1968 and is
recognized as one of the most outstanding business leaders in India. As dynamic and ambitious
as his illustrious predecessors, he has been recognized for his achievements at various national
and international forums. The Waluj plant inaugurated by the erstwhile President of India
ShriGianiZail Singh. Bajaj is currently Indias largest two and three-wheeler manufacturer and
one of the biggest in the world. Bajaj has long left behind its annual turnover of Rs. 72 million
(1968), to currently register an impressive figure of Rs. 42.16 billion (US$ 936 million).
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Company Philosophy:
We approach our responsibilities with ambition and resourcefulness.
We organise ourselves for a transparent and harmonious flow of work.
We respect sound theory and encourage creative experimentation.
And we make our workplace a source of pride.
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Company Believe In:
Transparency:a commitment that the business is managed along transparent lines.
Fairness:to all stakeholders in the Company, but especially to minority shareholders.
Disclosure:of all relevant financial and non-financial information in an easily understood
manner.
Supervision: of the Companys activities by a professionally competent and independent
board of directors.
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Milestones:
Caliber motorcycle notches up 100,000 sales in record time of 12 months.
June 7th
- Kawasaki Caliber Roll out of Valuf- July 25th
- Legend, Indias first four-stroke scooter
roll out of Akurdi. October 1998- Spirit launched. The Bajaj Super Excel is introduced while Bajaj
Celebrates sale of its ten millionth vehicle.
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International marketing:
Based on our own brand of globalization, we have built out distribution network over 60
countries worldwide and multiplied our exports from 1 percent of total turnover in Fiscal 1989-
90 to over 5 percent in fiscal 1996-97. The countries where our products have a large market
are Argentina, Colombia, Peru, Bangladesh, Sri Lanka, Italy, Sweden, Germany, Iran and Egypt.
Bajaj leads Colombia with 65 percent of the scooter market, in Uruguay with 30 percent of he
motorcycle market and in Bangladesh with 95 percent of the three-wheeler market vehicle.
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Other Information
One million vehicles were produced and sold in this financial year.
Production commences at waluj, Aurangabad in record time of 16 months.
Bajaj auto achieves production and sales of 100,000 vehicles in a single financial year.
Bajaj Auto rolls out its 100,000 the vehicle.
Bajaj Auto obtains license from the Government of India to manufacture two and three-
wheelers.
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Research and Development:
Bajaj Auto has huge, extensive and very well-equipped Research and Development wing
geared to meet two critical organisational goals: development of exciting new products that
anticipate and meet emerging customer needs in India and abroad, and development of eco-
friendly automobile technologies. While the manpower strength of the R & D represents
cross-section of in-depth design and engineering expertise, 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.
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TWO- WHEELERS MARKET SHARE
The auto two-wheeler segment has been witnessing a mixed trend in year 2004. During the
first seven months, the scooter volumes dipped and there was a sudden spurt in the motorcycle
sales. However there was some deviation from this trend during October 2001 when the
scooter sales stated picking up due to launch of new variants by Bajaj Auto Ltd., But on the
whole the motorcycle market continued to prop up domestic 2- Wheelers sales whereas
scooters and moped sales maintained their downward trend in fiscal 2004.
The sales of motorcycle segment remained buoyant in Dec 2001 and the major three players
have reported an average growth of 55% in their sales volumes. Bajaj Auto Ltd. Has been the
outperformed in the motorcycle segment followed by Hero Honda Motors Ltd. And TVS Motor
Company Ltd. (formed after the break-off with Suzuki Motor Corporation, Japan)With the
whopping 85% growth in the motorcycle sales Bajaj Auto Ltd. Is the second biggest
manufacturer of motorcycles.
The companys recent indigenous launch in 4-stroke segment viz.; the 150/180 cc
Pulsar has been the major contributor to motorcycle sales alongwith its other popular models
such as Boxer , Caliber Croma etc. the company is also refocusing on scooter sales and has
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launched the 150cc Legend NXT2 and 4-stroke version of Chetak recently. BAL aims to reach
a target of 0.6 million units by the end of fiscal 2004.
Hero Honda has posted a negative sales growth of 8.75% from last month November
2003 which is attributed to lower registrations for new purchases by the customers in the last
month of the year. With the rising rural demand the company is optimistic of reaching the
sales target of 1.4 million units for the financial year ending March 2004-05.
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OBJECTIVES
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OBJECTIVES
1. To study the general business environment & history of Bajaj Auto Ltd.
2. Comparing Bajaj Bikes share in market to Hero Honda & TVs Suzuki Bikes.
3. Analysis of the (Bajaj Bikes) products, pricing, promotion & distribution strategies.
4. SWOT Analysis of the strategy adopted.
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RESEARCH METHODOLOGY
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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.
Sample Size: 200 people
Professionals 50
Students 80
Govt.Employees35
Business man 35
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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 Lucknowand interview session with the agencys Assistant Sales
manager.
RESEARCH INSTRUMENT
The research instrument used was a questionnaire.
SAMPLING PLAN
Sampling Unit:
1. It constituted of people in the age group of 18 and above.
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2. Income group of 10,000 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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MARKETING MIX PLAN
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SEGMENTATION
Demographic Segmentation:
Income:Our customer 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.
Behavioral Segmentation: This segmentation is done considering user status, 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 Indian Consumers have a perception that
the Bajaj provides Genuine products.
The product is perfectly designed and all the switch are well placed, which provides a
good riding condition.
The details of the various bikes provided by the Bajaj are as follows:
1. Eliminator
2. Pulsar- 180
3. Pulsar-150
4. Caliber 115
5. Boxer AT
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PULSAR -150
Pulsar
Specification
Value
Engine Type 4 stroke
Cooling Type Air Cooled
Displacement 143.90cc
No. of Cylinders 1
MaxPower 12bhp
Max Power RPM 8500rpm
Max Torque 10.8Nm
Max Torque RPM 7500rpm
Ignition Type C.D.I
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Carburettor Ucal-Mikuni(DH)
Transmission
Type
5 Gears - All down
Clutch Type Lever operated(Left Hand)
Electrical System 12V
Head Light 35/35 W Clear Lens Type
Horn 12 V DC
Chassis Type Tubular Double Craddle
Front Suspension Telescopic
Rear Suspension Trailing arm with coaxial hydraulic shock absorbers & coil springs 5 Step
adjustable
Front Tyre Size 2.75 x 18 42P
Rear Tyre Size 3.00 X 18 4/6 PR
Front Brakes Drum Brake 130mm or Hydraulic Disc Brake
Rear Brakes Drum Brake 130mm
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Fuel Tank
Capacity
18 litres
Reserve Capacity 3 litres
Wheel Base 1265mm
Saddle Height 780mm
Kerb Weight 132kg
Maximum
Payload
263kg
Max.Speed 100 kmph
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PULSAR -180
Specification Value
Engine Type 4 stroke
Cooling Type Air Cooled
Displacement 178.60cc
No. of Cylinders 1
MaxPower 15bhp
Max Power RPM 8000rpm
Max Torque 13.2Nm
Max Torque RPM 6500rpm
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Ignition Type C.D.I
Carburettor Mikuni(DJ)
Transmission
Type
5 Gears- One down four up
Clutch Type Lever operated(Left Hand)
Electrical System 12V
Head Light 35/35 W Clear Lens Type
Horn 12 V DC 2 nos.
Chassis Type Tubular Double Cradle
Front Suspension Telescopic
Rear Suspension Trailing arm with coaxial hydraulic shock absorbers & coil springs 5 Step
adjustable
Front Tyre Size 2.75 x 18 42P
Rear Tyre Size 100/90 18 56P
Front Brakes Hydraulic Disc Brake
Rear Brakes Drum Brake - 130mm
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Fuel Tank
Capacity
18 litres
Reserve Capacity 3 litres
Wheel Base 1265mm
Saddle Height 780mm
Kerb Weight 137kg
Maximum
Payload
268kg
Max Speed 107kmph
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ELIMINATOR
Specification Value
Engine Type 4 stroke
Cooling Type Air Cooled
Displacement 173.9cc
No. of Cylinders 1
Compression Ratio
MaxPower 15.2bhp
Max Power RPM 8500rpm
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Max Torque 13.7Nm
Max Torque RPM 7500rpm
Ignition Type CDI Electronic
Carburettor Mikuni BSR30
Transmission Type 5 Speed
Clutch Type Wet multi-plate
Electrical System 12V AC/DC
Head Light 60/55W
Horn 12V
Chassis Type Double cradle
Front Suspension Telescopic
Rear Suspension Trailing arm with coaxial hydraulic shock absorbers and coil springs
Front Tyre Size 90/90-17
Rear Tyre Size 130/90-15
Front Brakes Disc
Rear Brakes Drum
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Fuel Tank Capacity 14 litres
Reserve Capacity 2.5 litres
Wheel Base 1460mm
Ground Clearance 165mm
Saddle Height 680mm
Minimum Turning
Radius2.5m
Kerb Weight 157kg
Maximum Payload 130kg
Fuel Efficiency (Ideal) Kmpl
Fuel Efficiency
(Highway)
Kmpl
Fuel Efficiency (City) Kmpl
Max Speed 116kmph
Acceleration
Braking Distance
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CALIBER 115
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Specification Value
Engine Type 4 stroke
Cooling Type Air Cooled
Displacement 111.6cc
No. of Cylinders 1
MaxPower 7.7bhp
Max Power RPM 7000rpm
Max Torque 0.83Nm
Max Torque RPM 6000rpm
Ignition Type C.D.I.
Carburettor Keihin PC 18 or Ucal-Mikuni VM18SH
Transmission Type 4 Speed Gear Box
Clutch Type Lever operated
Electrical System 12V AC/DC
Head Light 35/35
Horn 12V DC
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Chassis Type Tubular Semi Double cradle
Front Suspension Long Telescopic
Rear Suspension 5-step adjustable
Front Tyre Size 2.75 x 18 Zapper
Rear Tyre Size 3.00 x 18 Zapper
Front Brakes 240 mm ventilated disc brakes
Rear Brakes 130 mm brake drum
Fuel Tank Capacity 14 litres
Reserve Capacity 3 litres
Wheel Base 1245mm
Saddle Height 780mm
Kerb Weight 120kg
Maximum Payload 246kg
Fuel Efficiency (City) 65kmpl
Max Speed 95 km/hr with single rider (68kg)kmph
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KAWASAKI BOXER
Specification Value
Engine Type 4 stroke
Cooling Type Air Cooled
Displacement 99.35cc
No. of Cylinders 1
Compression Ratio 9.3
MaxPower 7.7bhp
Max Power RPM 8000rpm
Max Torque 0.71Nm
Max Torque RPM 6000rpm
Ignition Type CDI
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Transmission Type 4-speed
Electrical System 12 V AC/DC
Head Light 35 / 35 W
Horn 12V DC
Chassis Type Tubular semi- double cradle
Front Suspension Hydraulically damped Telescopic (travel 110 mm)
Rear Suspension Swing arm hydraulic shock absorber with coaxial spring
Front Tyre Size 2.75 x 18 4PR
Rear Tyre Size 3.0 x 18 4PR/6PR
Front Brakes Shoe
Rear Brakes Shoe
Fuel Tank Capacity 12 litres
Reserve Capacity 2.8 litres
Wheel Base 1215mm
Ground Clearance 150mm
Saddle Height 780mm
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Minimum Turning Radius 1.86m
Kerb Weight 113kg
Maximum Payload 130kg
Fuel Efficiency (Ideal) 91kmpl
Max Speed 95kmph
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PRICES
Pricing 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 marketing manager. 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 eye on the price of the competitors of that segment & demand of the product in
the market.
The pricing stratigies adopted by bajaj auto Ltd:
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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 180
City Ex Show Room Price (Rs.) On Road Price (Rs.)
GKP 58580 61780
PRICE LIST FOR PULSAR 150
City Variation
Ex Show Room Price
(Rs.)
On Road Price (Rs.)
GKP Base Model 55540 58740
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PRICE LIST FOR ELIMINATOR
City Ex Show Room Price (Rs.) On Road Price (Rs.)
GKP 65650 70650
PRICE LIST FOR CALIBER 115
City Variation
Ex Show Room Price
(Rs.)
On Road Price
(Rs.)
GKP
Base Model with Drum
Brakes
38470 41470
PRICE LIST FOR BOXER AT
City Ex Show Room Price (Rs.) On Road Price (Rs.)
GKP 31400 34100
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PROMOTION
Promotion is an important part of marketing mix of a business enterprises. 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 inpersonal
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.
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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.
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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
Free trials for the new consumers
Credit & Finance Schemes Provided By Bajaj
Bajaj provides schemes for
New vehicles
Used vehicles
LOOKING FOR A BRAND NEW BAJAJ
Bajaj Auto Finance Ltdoffers the best deals on new Bajajvehicles. Check out Bajaj schemes for
Motorcycles and Step.
They have a variety of schemes to suit your requirements. These include:
Margin Money schemes
Advance EMI schemes
Low down-payment schemes
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Security deposit linked schemes
0% Interest schemes
Contactthe Bajaj Auto Finance Ltdoffice in your city to know about the Special Schemesthey
announce from time to time.
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LOAN FOR USED VEHICLES
Not ready to invest in a new two-wheeler? We offer finance options for used vehicles too.
We can also assist you by showing you some used vehicles to choose from.
To take a look at these vehicles,contact theBajaj Auto Finance Ltdoffice in your city.
PLACE
There are about many regional offices located in major cities through out the 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.
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FINDINGS
Company:
Companies data shows that the company produces approximately 1,11,000 vehicles per
month. Out of which they sells 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.
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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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Surveyed made by different class wherein ; 39%students, 25%professionals, 18%Govt.employee
and 18% Businessman.
75% People own bike whereas 25% dont have any bike, of course some of have scooters.
25%
40%
17%18%
Surveyed by Different class.
Professionals Student
Govt.Employee Business man
75%
25%
Do you have any bike?
YES NO
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Herohonda is the first preference of thecustomers with 48%,whereas bajaj28%,Suzuki
12%,Yamaha8%.
60% people are very much satisfied with the Bajaj bikes specially with the Bajaj pulsar ,whereas
40% are not satisfied.
48%
28%
12%8% 4%
Which Bike (specify)?
Hero Honda Bajaj Suzuki Yamaha Others
60%
40%
Satisfaction level ofcustomers of Bajaj Bike?
Yes No
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44% people likes it body built, whereas 22% like looks, 17% likes styles and 11% likes because of
others features like Robustness, power, mileage, etc.
Word of mouth is the most affected media with 60%, whereas television25%, print media5%
and sellers effort 10%.
22%
44%
17%
11% 6%
Physical appearance of Bajajbikes .
Looks Body Built Style
Robustness All of them
60%25%
5%10%
Media that affectsPreferences of the
customers.
Word of Mouth Television
Print Media Dealers Effort
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70% people says prices affect the consumer preferences, whereas 30 % people says it does not
matter if quality of bike is best.
58% consumers prefer cash purchasing, whereas 42% people prefer through finance.
Finance is the one most imp. Reason that increases the consumption of bikes.
70%
30%
Does prices affect yourPreferences?
Yes No
58%
42%
Mode Of Payment that ispreffered by customers.
Cash Finance
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CONCLUSION
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CONCLUSION
Our findings reveals that there is a great amount of market potential for bikes in Lucknow
City.
The findings also reveals that it is a competitive market, so the innovation theory is always
appreciable.
As it is a 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 its is a value added product and it has value for
money. It represents the Indian culture
Of course Hero honda has a great market share but after coming pulsar in the market, it has
been a great popular bikes amongs youngsters.
Service centre is less in comparison to Herohonda service centre.
Satisfaction level is very much with Bajaj Pulsar but other class of Bajaj Bikes need more
Improvement.
0% finance facility providing for customers is a good step by company , it also helpful in
increases market share of Bajaj Bikes.
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RECOMMENDATIONS
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RECOMMENDATIONS
Mileage is the one factor thats affect the consumer preference with Bajaj pulsar.
So company should be think it ,to increase the mileage.
Service center is less, it is an other factor that customer think, so no. of services
centre should be increased.
Prices is little costly of bajaj pulsar, it should be less, then it will helpful to increase
the market share of Bajaj pulsar.
There should be less paper formality in purchasing by finance.because it makes the
lenthy process and consumer frustration increased.
Techonology should be more improved .
Consumers are attractive towards different schemes, so company should bring some
attractive scheme.
Service after Sales is one major factor that retain the consumers loyalty, so company
should be more focused on it.
A little changes is required in Bajaj pulsar, like size. Then it will helpful to attract
every class of customers.
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LIMITATIONS
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LIMITATIONS
1. The primary data collected is restricted to only one company in Lucknow.
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.
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SWOT ANALYSIS
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SWOT ANALYSIS
Strength:
It is a specialty good.
It is a high involvement product.
It is a durable goods.
Well equipped and trained staff.
Easy availability of spare parts in the market
Weakness:
Regional office should be located in mid of Lucknow.
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.
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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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BIBLIOGRAPHY
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BIBLIOGRAPHY
1.Articles from news papers and leading auto magazines
(Times Of India, Hindustan Times, Auto India etc. )
2.Press releases of the company.
Business magazines (Business world) etc.
3.Web site of the company
www.Bajajauto.com
4.REFRENCES:
1.Research methodology by C.R.KOTHARIcapter-3
2.Marketing management by Philip kotlerchapter-5
Seventh edition
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ANNEXURE
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QUESTIONNAIRE
Name: ADDRESS:
Occupation: AGE:
Professional Govt. Servant
Student Business Man
Family Income:
Less than 10,000 10,000
More than 10,000
QUE.1.Do you have bike?
A . Yes B. No
QUE.2. If yes specify?
A . Hero Honda b. Bajaj C. Suzuki D. Yamaha
QUE.3. Are you satisfied with the Bajaj bike ?
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A. Yes B. No
QUE.4.What physical features made you prefer BAJAJ BIKES?
LOOKS
BODY BUILT
STYLE
ROBUSTNESS
ALL OF THEM
QUE.5: What media affected your preference the most?
WORD OF MOUTH
TELEVISION
PRINT MEDIA
DEALER EFFORTS
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QUE. 6: Did price affect your preference?
QUE. 7: What mode of payment did you prefer?
QUE.8.Do You want any modification in any bike ?
YES
NO
CASH
FINANCE