Varun tonk project report

2016

" MARKETING MIX PLAN & CONSUMER

FEEDBACK FOR BAJAJ BIKES "

VARUN TONK]

19/08/2016

SUMMER INTERNSHIP PROJECT - REPORT

SUMMER INTERNSHIP PROJECT REPORT

On

“MARKETING MIX PLAN & CONSUMER FEEDBACK FOR BAJAJ BIKES”

(A Summer Internship project)UNDER

NIILM CENTRE FOR MANGEMENT STUDIES

POST GRADUATE DIPLOMA IN MANAGEMENT

FACULTY GUIDE SUBMITTED BY

Mrs. NAKSHATRESH KAUSHIK VARUN TONK

TO WHOM SO EVER IT MAY CONCERN

This is certified that VARUN TONK is a benefited regular student of

P,G,D,M. course at this institute for the session 2015-2017

He has completed his Research Project on “Marketing mix plan and

consumer feedback for Bajaj Bikes” working of the company as explained

in this report.

I find this report up to the standard and recommend that it should be

submitted to the niilm-cms for the evaluation.

Dated:-

(Coordinator/supervisor)

INFORMATION SHEET

NAME OF INDUSTRY: BAJAJ BIKES

ADDRESS: Shiva Scooter Agency Private Limited

Site-IV, Industrial Area, Sahibabad, Sahibabad

0120 300 8600

COMMENCEMENT OF PROJECT: 25 MAY-2015

COMPLETION OF PROJECT: 10 JULY- 2015

STUDENT NAME: VARUN TONK MENTOR:

MAIL ID [email protected] Mrs. NAKSHATRESH KAUSHIK MOB NO -9259136136

mailto:[email protected]

DECLARATION

I declare that this research report on the topic “MARKETING MIX

PLAN &CONSUMER FEEDBACK FOR BAJAJ BIKES” is done for

the Partial fulfilment for the award of two-year degree course in POST

GRADUATE DIPLOMA IN MANAGEMENT, from

This is my Own Work and is not submitted to any other

University Or Institution to the best of my knowledge.

INDEX

ACKNOWLEDGEMENTEXECUTIVE SUMMARY

1) COMPANY PROFILE AND INTRODUCTION

2) OBJECTIVE

3) RESEARCH METHODOLOGY

4) MARKETING MIX PLAN

5) SEGMENTATION

6) TARGETING

7) POSITIONING

8) PRODUCT

9) PRICE

10) PROMOTION

11) PLACE

12) DATA ANALYSIS AND INTERPRETATION

13) CONCLUSION

14) RECOMMENDATIONS

15) LIMITATIONS

16) SWOT ANALYSIS

17) BIBLIOGRAPHY

18) ANNEXURE

TO WHOM SO EVER IT MAY CONCERN

This is certified that VARUN TONK IS A BONAFIED REGULAR STUDENT of

P.G.D.M. COURSE at THIS INSTITUTE for the SESSION 2015-2017

He has completed his Research Project on “MARKETING MIX PLAN AND

CONSUMER FEEDBACK FOR BAJAJ BIKES” working of the company as

explained in this report.

I find this report up to the standard and recommend that it should be submitted to

the NIILM-CMS for the evaluation.

Dated:- (Coordinator/supervisor)

ACKNOWLEDGEMENT

Acknowledgment

My first regards are to almighty god it was my trust and belief on him, which

enable me to embark upon this task, move on the righteous path and recede the

realm of facts.

I would like to thanks from the core of my heart-------------------- for

providing me the due inputs for the given project.

I feel privileged in expressing profound sense of gratitude and ineptness to my

supervisor -------------- who has generously provided the chance to work at the

esteemed field of service market. His able guidance, constant encouragement

and inspiration where instrumental in the completion of this research he always

allowed me to encroach upon his precious time and ensured his generosity with

ideas.

Lastly but not be the least, I also thank my all the Faculties of -------- for giving me

the opportunity to successfully finish my Research Project.

I am highly thankful to my friends for providing me constant support & bearing

with me all throughout my learning phase.

EXECUTIVE SUMMARY

Executive summary

The project deals with THE 4 P’S 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

company’s 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. Data’s 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.

COMPANY PROFILE &INTRODUCTIONCO.PROFILE & INTRODUCTION

The Bajaj group came into existence during the turmoil and the heady euphoria

of India’s 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 SHRI GIANI ZAIL SINGH. BAJAJ IS CURRENTLY INDIA’S 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).

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.

BAJAJ AUTO LIMITED.

L65993PN2007PLC130076COMPANY LIMITED BY SHARES

Date of Incorporation 39202

Registered AddressBajaj Auto Limited Complex Mumbai

- Pune Road, Akurdi Pune MH 411035 IN

Email Id [email protected]

Whether Listed or not Listed

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 Company’s activities by a professionally competent and independent board of directors.

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, India’s 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.

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.

OTHER INFORMATIONOne 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.

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.

TWO- WHEELERS MARKET SHAREThe 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 motor cycles. The

company’s 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 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.

OBJECTIVESOBJECTIVESTo study the general business environment & history of Bajaj Auto Ltd.

Comparing Bajaj Bikes share in market to Hero Honda & TVs Suzuki Bikes.

Analysis of the (Bajaj Bikes) products, pricing, promotion & distribution strategies.

SWOT Analysis of the strategy adopted.

RESEARCH METHODOLOGYRESEARCH 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 peopleProfessionals 50

Students 80

Govt.Employees 35

Business man 35

DATA SOURCESThe 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 APPROACHThe approach adopted was a survey with the customers visiting the show room.

Company’s servicing centre of Gorakhpur and interview session with the

agency’s Assistant Sales manager.

RESEARCH INSTRUMENT

The research instrument used was a questionnaire.

SAMPLING PLANSampling Unit:

It constituted of people in the age group of 18 and above.

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.

MARKETING MIX PLAN

SEGMENTATIONDemographic 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 Bajaj’s bikes are very stylish, brand conscious.

Behavioral Segmentation:This segmentation is done considering user status, benefit wise.

TARGETINGThe 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.

POSITIONINGThe image that Bajaj creates in the mind of the customers is the faith. The add

shown by it says “HAMARA BAJAJ”. That means it’s a member of the Indian

family. It represents the Indian culture and society.

PRODUCTThe 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:ELIMINATORPULSAR- 180PULSAR-150CALIBER 115

BOXER AT

PULSAR -150PULSAR SPECIFICATION VALUE

Engine Type 4 strokeCooling Type Air CooledDisplacement 143.90cc

No. of Cylinders 1MaxPower 12bhp

Max Power RPM 8500rpmMax Torque 10.8Nm

Max Torque RPM 7500rpmIgnition Type C.D.ICarburettor Ucal-Mikuni(DH)

Transmission Type 5 Gears - All downClutch Type Lever operated(Left Hand)

Electrical System 12VHead Light 35/35 W Clear Lens Type

Horn 12 V DCChassis 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 42PRear Tyre Size 3.00 X 18 4/6 PR

Front Brakes Drum Brake 130mm or Hydraulic Disc Brake

Rear Brakes Drum Brake 130mmFuel Tank Capacity 18 litresReserve Capacity 3 litres

Wheel Base 1265mmSaddle Height 780mmKerb Weight 132kg

Maximum Payload 263kg

http://www.bajajauto.com/planetbajaj/newvehicle/hnvmotorparts.htm#brakes

Max.Speed 100 kmph

Pulsar -180Specification Value Engine Type 4 strokeCooling Type Air CooledDisplacement 178.60cc

No. of Cylinders 1MaxPower 15bhp


Max Torque RPM 6500rpmIgnition Type C.D.ICarburettor Mikuni(DJ)

Transmission Type 5 Gears- One down four upClutch Type Lever operated(Left Hand)

Electrical System 12VHead Light 35/35 W Clear Lens Type

Horn 12 V DC 2 nos.Chassis Type Tubular Double Cradle


Rear Suspension Trailing arm with coaxial hydraulic shock absorbers & coil springs 5

Step adjustableFront Tyre Size 2.75 x 18 42PRear Tyre Size 100/90 18 56PFront Brakes Hydraulic Disc BrakeRear Brakes Drum Brake - 130mm

Fuel Tank Capacity 18 litresReserve Capacity 3 litres


Maximum Payload 268kgMax Speed 107kmph


ELIMINATOR

Specification Value Engine Type 4 strokeCooling Type Air CooledDisplacement 173.9cc

No. of Cylinders 1Compression Ratio

MaxPower 15.2bhpMax Power RPM 8500rpm

Max Torque 13.7NmMax Torque RPM 7500rpm

Ignition Type CDI ElectronicCarburettor Mikuni BSR30

Transmission Type 5 SpeedClutch Type Wet multi-plate

Electrical System 12V AC/DCHead Light 60/55W

Horn 12VChassis Type Double cradle


Rear Suspension Trailing arm with coaxial hydraulic shock absorbers and coil springs

Front Tyre Size 90/90-17Rear Tyre Size 130/90-15Front Brakes DiscRear Brakes Drum

Fuel Tank Capacity 14 litresReserve Capacity 2.5 litres

Wheel Base 1460mmGround Clearance 165mm

Saddle Height 680mm

Minimum Turning Radius 2.5m

Kerb Weight 157kgMaximum Payload 130kg

Fuel Efficiency (Ideal) kmpl

Fuel Efficiency (Highway) Kmpl

Fuel Efficiency (City) Kmpl

Max Speed 116kmphAcceleration

Braking Distance


CALIBER 115

Fuel Tank Capacity

Minimum Turning Radius

Fuel Efficiency (Ideal)

Fuel Efficiency (Highway)

Fuel Efficiency (City)


No. of Cylinders 1MaxPower 7.7bhp


Max Torque RPM 6000rpmIgnition Type C.D.I.Carburettor Keihin PC 18 or Ucal-Mikuni VM18SH

Transmission Type 4 Speed Gear BoxClutch Type Lever operated

Electrical System 12V AC/DCHead Light 35/35

Horn 12V DCChassis Type Tubular Semi Double cradle

Front Suspension Long TelescopicRear Suspension 5-step adjustableFront Tyre Size 2.75 x 18 ZapperRear Tyre Size 3.00 x 18 ZapperFront Brakes 240 mm ventilated disc brakesRear Brakes 130 mm brake drum

Fuel Tank Capacity 14 litresReserve Capacity 3 litres


Maximum Payload 246kg

Fuel Efficiency (City) 65kmpl

Max Speed 95 km/hr with single rider (68kg)kmph


KAWASAKI BOXER


No. of Cylinders 1Compression Ratio 9.3

MaxPower 7.7bhp


Max Torque RPM 6000rpmIgnition Type CDI

Transmission Type 4-speedElectrical System 12 V AC/DC

Head Light 35 / 35 WHorn 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 4PRRear Tyre Size 3.0 x 18 4PR/6PRFront Brakes ShoeRear Brakes Shoe

Fuel Tank Capacity 12 litresReserve Capacity 2.8 litres

Wheel Base 1215mmGround Clearance 150mm

Saddle Height 780mm

Minimum Turning Radius 1.86m

Kerb Weight 113kgMaximum Payload 130kg

Fuel Efficiency (Ideal) 91kmpl

Max Speed 95kmph


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 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: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.

THE PRICE LISTS OF THE VARIOUS BAJAJ BIKES ARE AS FOLLOWS:

PRICE LIST FOR PULSAR 180As On Jan. 2005

City Ex Show Room Price (Rs.) † On Road Price (Rs.) †

GKP 58580 61780

Price List for Pulsar 150

As On Jan. 2005

City VariationEx Show Room

Price (Rs.) †On Road Price (Rs.) †

GKP Base Model 55540 58740

Price List for Eliminator

As On jan. 2005

City Ex Show Room Price (Rs.) † On Road Price (Rs.) †

GKP 65650 70650

Price List for Caliber 115

As On Jan. 2005

City VariationEx Show Room

Price (Rs.) †

On Road Price

(Rs.) †

GKPBase Model with

Drum Brakes38470 41470

Price List for Boxer aT

as On Jan. 2005

City Ex Show Room Price (Rs.) † On Road Price

(Rs.) †

GKP 31400 34100

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.

The company provides six free services to its customers in comparison to its

competitors.

The company provides good services facilities to its customers through dealer’s

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 FOLLOWSCREDIT & FINANCE SCHEMES

1. Free services to the consumers

2. Advertisements on Televisions, Newspapers, Magazines

3. Road Shows

4. Free trials for the new consumers

5. Credit & Finance Schemes Provided By Bajaj

6. Bajaj provides schemes for

7. New vehicles

8. Used vehicles

9. Looking for a brand new Bajaj

10. Bajaj Auto Finance Ltd offers the best deals on new Bajaj vehicles.

Check out Bajaj schemes for Motorcycles and Step.

They have a variety of schemes to suit your requirements. These

include:

11. Margin Money schemes

12. Advance EMI schemes

13. Low down-payment schemes

14. Security deposit linked schemes

15. 0% Interest schemes

Contact the Bajaj Auto Finance Ltd office in your city to know about the Special Schemes they announce from time to time.

http://www.bajajautofinance.com/contacthome.htm

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 the Bajaj Auto Finance

Ltd office in your city.

PLACE

There are about many regional offices located in major cities throughout the country.There are more than 10,000 dealers throughout the country.For the product distribution the company distributes its products through authorized dealers.The variety products are easily available in showrooms.

http://www.bajajautofinance.com/contacthome.htm

DATA ANALYSIS AND INTERPRETATION

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.

CUSTOMER:The results from customer survey are as follows:

Customers prefer because of their fuel efficiency.

Customers prefer because of their performance.

Customers prefer because they are value added product.

Customers also prefer because they are stylish.

Surveyed made by different class wherein ; 39%students, 25%professionals, 18%Govt.employee and 18% Businessman.

75% People own bike whereas 25% don’t have any bike, of course some of have scooters.

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.

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%.

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.

CONCLUSION

Our findings reveals that there is a great amount of market potential

for bikes in Gorakhpur 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 toHerohonda 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.

RECOMMENDATIONS

RECOMMENDATIONS

Mileage is the one factor that’s 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.

LIMITATIONS

LIMITATIONS

The primary data collected is restricted to only one company in

Gorakhpur.

The secondary data is limited to the articles in magazines,

newspaper and web sites.

The responses to the customer questionnaire may have been

biased.

The responses to the industrial questionnaire may have been

biased.

SWOT ANALYSIS

SWOT ANALYSISStrength:

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

Gorakhpur.

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.

BIBLIOGRAPHY

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

REFRENCES:

1.Research methodology by “C.K.KOTHARI”

2.Marketing management by “Philip kotler”

http://www.Bajajauto.com/

ANNEXURE

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 ?

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?

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 ?

WORD OF MOUTH

TELEVISION

PRINT MEDIA

DEALER EFFORTSYES

NO

CASH

FINANCE

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