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Marketing Strategy of Bajaj Auto LTD

Bajaj Auto is the world's third largest manufacturer of motorcycles and the largest manufacturer of three-wheelers. It segments the market based on demographics like age, income, and psychographics like attitudes. It targets young middle-income males aged 18-30 for its Pulsar brand. Pulsar is positioned as a fast, technically advanced sports bike that provides style. Bajaj has positioned itself over time from a scooter manufacturer to a leading sports bike company in India known for performance.

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2K views12 pages

Marketing Strategy of Bajaj Auto LTD

Bajaj Auto is the world's third largest manufacturer of motorcycles and the largest manufacturer of three-wheelers. It segments the market based on demographics like age, income, and psychographics like attitudes. It targets young middle-income males aged 18-30 for its Pulsar brand. Pulsar is positioned as a fast, technically advanced sports bike that provides style. Bajaj has positioned itself over time from a scooter manufacturer to a leading sports bike company in India known for performance.

Uploaded by

raunak
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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MARKETING STRATEGY OF

BAJAJ AUTO LTD.

Submitted by- Raunak Shrivastava


Amit Kumar
Sujeet Kumar
INTRODUCTION OF BAJAJ AUTO LTD.
■ Bajaj Auto is engaged in the business of manufacturing and distribution of
automobiles such as motorcycles, commercial vehicles etc. and its accessories.

■ The Company sells its products in India as well as various other global markets in
more than 70 countries.

■ Bajaj Auto is the world’s 3rd largest manufacturer of motorcycles and the largest
manufacturer of three-wheelers.

■ It has more than 10000 employees in its role supporting various activities of the
company across the delivery chain.
Segmentation Meaning

■ Segmentation means to divide the marketplace into parts, or segments, which are
definable, accessible, actionable, and profitable and have a growth potential.

■ a company would find it impossible to target the entire market, because of time,
cost and effort restrictions.

■ It needs to have a 'definable' segment - a mass of people who can be identified and
targeted with reasonable effort, cost and time.
Segmentation of Bajaj Auto LTD.

■ The Company segments the population on the basis of characteristics like age,
gender, income group, region, family size, social class, price sensitivity, loyalty,
expectations, personality attributes, and lifestyle.

■ Bajaj Auto uses a mix of demographic and Psychographic, Behavioral segmentation


strategy.
Demographic Strategy

■ Age Group
■ The main focus of company is to sell bikes to young middle class people in the age
group of 18-30 yrs. as they are looking for a performance bike in reasonable cost.

■ Income Group
■ Company targeted to sell the products to middle income class people as they were
the class who were demanding for high power bikes in cheap rate.
Psychographic Strategy

■ Bajaj promoted its bike as the no.1 performance bike of India and hence the target
was of segment looking for sporting bike with a high speed.
Behavioral Strategy
■ On loyalty basis :
■ Hard core loyal.
■ Split loyal.
■ Shifting loyal.
■ Switchers.
■ On basis of attitude:
■ Upbeat enjoyers.
■ Financial Negative.
■ Financial Positive.
Targeting Meaning

■ Targeting means deciding to attack a particular point, area, or person physically.

■ Market targeting is a process of selecting the target market from the entire market.

■ Target market consists of groups of buyers to whom the company wants to satisfy or
for whom product is manufactured, price is set, promotion efforts are made, and
distribution network is prepared.
Targeting of Bajaj Auto LTD.

■ Bajaj targeted their pulsar brand for young age group lying in age group of 18 – 30
yrs. Mainly middle class students and professionals were targeted.

■ Pulsar was designed only for men with masculine looks and hence more and more
males were attracted towards it.

■ Going Income wise Bajaj targeted middle class men as it was difficult for them to
buy high priced performance bike.
Positioning Meaning

■ Market position refers to the consumer's perception of a brand or product in relation


to competing brands or products.

■ Market positioning refers to the process of establishing the image or identity of a


brand or product so that consumers perceive it in a certain way.
Positioning Strategy
■ The company has positioned its offerings as a fast and technically advanced
automobile manufacturer.
■ Bajaj has completed its journey from ‘’Hamara Bajaj’ to ‘’Distinctly Ahead” where
they started manufacturing performance bikes.
■ With time Bajaj has evolved from a scooter manufacturer to a sports bike
manufacturing company.
■ Bajaj Pulsar has also positioned itself as No.1 selling sports bike in country.
■ Bajaj Pulsar has positioned itself as a style quotient in the mind of customers.
THANX FOR YOUR PATIENCE HEARING

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