bajaj brand audit

8/8/2019 Bajaj Brand Audit

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Agenda

� Introduction

� Brand portfolio

� Segmentation� Addition/Deletion of Brands

� Pricing

� Roles of Brands

� Communication strategy

� Distribution strategy



Introduction

� BAL ,is currently the number two player in

in Indian motorbike market

� Entered into the market first in 1986 with

collaboration with Kawasaki

� Made significant progress after 2001 when

they changed their strategy.



� Brand portfolio± Product

± Branded ingredient DTSI (The silver bullet)

± Branded features

± Service enhancement Probiking stores

± Service channels : Retail probiking stores and E-biking

± Websites



Statistics

� Low margins but high volumes from 100cc

� High margins

� 31% market share� 3-4% market share increase in six months

with the launch of XCD 125

� Looking at selling 2.5mn in FY07



Product defining roles«

� House of brands

vs.

Branded house



Reasons for HOB model«

± Competition± Large Indian automobile market-second

largest in the world

± Infrequently purchased, frequently used

± High involvement



THE PLAYERS



Bajaj Boxer

PLATINACROMA

AspireAvenger

PULSAR

BYK

DISCOVER



Bajaj Boxer

PLATINACROMA

AspireAvenger

PULSAR

BYK

DISCOVER

XCD 125



�DISCOVER 125

�DISCOVER 135

�PULSAR 150

�PULSAR 180

�PULSAR 200

�PULSAR 220

�AVENGER 180

�DISCOVER 112

�CT 100

�PLATINA

ECONOMY PERFORMANCE

POWER BIKING

(PREMIUM)



�DISCOVER 125

�DISCOVER 135

�PULSAR 150

�PULSAR 180

�PULSAR 200

�PULSAR 220

�AVENGER

�DISCOVER 112

�CT 100

ECONOMY PERFORMANCE

POWER BIKING

(PREMIUM)

�PLATINA

200

�XCD 125

PROBIKING



Delete«. But why???

� Roles becoming obsolete

� Majorly fighter brands i.e

Boxer,caliber,Byk,Croma,Aspire

� Shifting segments

� New and better technology i.e Discover 125 Dtsi

for Wind 125,export potential for Wind 125



EACH ONE HAS A ROLE



The Roles

� Pulsar ± Power brand

� Discover ± Strategic brand

� Avenger ± Power brand� XCD ± Flanker brand

� Platina- Fighter

� DTSi ± Silver bullet� Probiking - Vehicle



Pulsar Power Brand

� Highest brand equity

± The leader in Premium bike segment

± It rejuvenated and catapulted Bajaj¶s image to

second in the market after Hero Honda

± The brand that marked the entry into the three

segments

± The brand that fetches 1/3rd of the Revenue

� The most leveraged and extended brand across

Performance and Power segments.



The extensions (Descriptors)

Four brothers to guard against intruders

� Pulsar 150 DTSi The cash cow

� Pulsar 180 DTSi Strategic Exports

� Pulsar 200 DTSi Power biking

� Pulsar 220 DTS Fi Flagship model redefined thebike segment



Avenger

� Cruiser bike market is a niche segment

± Transplanted with the DTSi engine

± 180cc and 200cc± First mover advantage in the cruiser segment

� Pitched against Enticer and Thunderbird

� Best in its class� A power brand



CT 100, Platina ,Discover 112cc

The 100cc cousins

� Fighter brands

± Aspire and Croma 2001

� Brands for Economy/Commuter segment

� Pitched against competitors

± Mainly Hero Honda (CD Dawn and CD Deluxe)

± TVS Star city/sports

± The changing role of Platina after launch of exceed.



Pricing

Product Line Price Competitors

Platina (100cc) Rs 39000 CD dawn/ Deluxe, TVS star

XCD (125cc) Rs 41000 TVS flame, Splendor, TVS victor

Discover (135cc) Rs 50000 None

Pulsar DTSi

(150cc/180cc)

Rs62000/67000 CBZ, Unicorn, Apache

Avenger Rs 65000 Closest competitor - Thunderbird

Pulsar DTSi (200cc) Rs 73000 Karizma

Pulsar DTSFi (220cc) Rs 88000 None



Resources- Well allocated

� Power Brands given a big push with a feel

factor through Pro-Biking.

� Constant addition of frills to the entry

segment bikes

� Optimal resource utilization leading to well

plugged gaps



Media mix

� Evergreen video advertisements

� Brand specific advertisements

� Print media- India Today¶s back cover

booked throughout� Auto expo



COMMUNICATION



DEFINITELY MALE

R&D and design marvel

India¶s He-bike

³Definitely Male´(O & M)

³Digital Biking´(Leo Brunett)-Technology

Superiority of DTSi

Concept of Free Biking(O & M) for Pulsor 200



FEEL LIKE GOD

Agency-Lowe Baseline-´Inspiring confidence´

Cruiser bike positioned on the platform of comfort

Cricket-´Forgive the bowler,forgive the batsman,forgive

them all,Feel like God´-suggested a certain bury-the-past attitude

and build on gallons of optimism.



� BAJAJ XCDBajaj wins the credit for making an

advertisement for a engine(first in india!)

± DTS-Si ad



� CALIBER 115

³Hoodibaba´ teaser

Emmotional resonance to communicationCuriosity built-up



Distinctly Ahead

Bajaj Announces ³Distinctly Ahead´

Future Vision

� Presents the New Distinctly Ahead

Hamara Bajaj Commercial

� Launches the Distinctly Ahead 220 Pulsar

DTS-Fi

� Inaugurates the Distinctly Ahead Probiking

Showroom in Delhi



Logo- Inspiring Confidence

� Brand essence - "Excitement´.

� Part of the ongoing changes

� The traditional hexagon to stylized B, the

"flying B³� "Inspiring Confidence".

� Fresh new blue colour

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Logo- Distinctly Ahead

� To align the company and all key stakeholders

with a clear, purposeful, and unifying direction

� Distinctly Ahead comprises of three core values

Speed, Innovation and Perfection

� The demonstration of the ³Distinctly Ahead´ethos seen through two unique initiatives

Probiking showroom and Pulsar DTS-Fi.



Brand VehicleBrand Vehicle

Pro-Biking� Exclusive showrooms to showcase Bajaj technology

and for brand building

� Foray into retail biking, first of its kind.

� Currently,8 in Delhi, Mumbai, Ahemdabad, Chennai,Pune, Chandigarh.

� 55 outlets to be opened all across India in 2007,

� Niche customers who know what they are buying.

� Motive is not to push their product.� Experience, test, buy the product..

� Only 200cc & 220cc available, initially 180cc too.



Dealership� Various franchises all over the country.

� Network of 500+ dealers and 1,500+ Authorized Service

Centers.

� To expand touch points from 4,000 to 10,000 no¶s� Presence in every location where population > 10,000

� Expand warehouse network from existing 12 to 20, to

ensure vehicle availability to dealers within 5 ~ 10 hours

of ordering

E- Biking� Booking bikes on the Bajaj website

� Removing intermediataries



www.pulsarclub.com

� Interactive and involving± A platform for pulsar lovers to interact

� Rich in content

± reviews± latest happenings

� Personalization± Blogging

± Bike problem handling± Biking experiences

± Where?whom?what?how?when?



XCD -A future oppurtunity«.

� A different strategy :- Exit the 100cc

� De growth

� Launched in between Platina and Discover 125cc

� An oppurtunity : Planned cannibalization

� From a Flanker to a Strategic brand in due course



Bajaj ± Nobody¶s Perfect

� Discover 125cc/135cc ± Low perceiveddifferences by customers

� Frequent phasing out..

Boxer, Caliber, Caliber Croma, Wind 125cc,Discover 125.

� Wind 125/ Discover125cc««n now XCD 125.Confused Management

� Reactive moves created clutter in 100ccsegment and hence had no strong brand in thatsegment



Learnings

� Kill the brand keep the customer (Entry level segment)

± Prune down brands whose roles turn obsolete

� Synergy between brands is vital for a strong brandportfolio

� A sub-brand can become stronger than the Master-brandover a period of time

� Make the category irrellevant to fight competition



There are no Answers««

Future is uncertain«.

� How far can they extend pulsar as a brand ?

� Withdrawing pulsar from 150 cc and extending Discover

to that segment or ?

� Will Exceed become the new Pulsar??

� And the launch of the Pulsar on four wheels??

Mission 2010



Distribution Strategy

� Increase in motorcycle volumes(BOXER)± Reduced costs at vendor end

� Around 500 dealers,1500 authorized

service centers,1400 rural outlets� Rural Dealerships

� ³BAJAJ PROBIKING´

(Pune, Ahmedabad, Chennai, Hyderabad,Kolkata, Navi Mumbai, Chandigarh andNew Delhi.)

Closest dealer(website)

bajaj brand audit

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