Download - BAJAJ FINAL PPT
GROUP 2
PRATIYUSH KUMAR(146)SURUCHI SHARMA(170)SHAFALI JAIN(104)ENA CHABBRA(77)DIPIKA BEDI(253)GOURAV AGARWAL(136)
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Introduction.• Bajaj Fans is the third largest player in India-
recently launched air circulators, heavy duty exhaust fans , pumps and motors
• Electric fans is high market penetration product category.
• Stagnant growth rate during 1990-2002
• Domestic market size in India is around 20 million units.
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Brief Insight • Advertisement
• Good dealer network
• Low cost
Bajaj also has a very strong all India logistics with a round 20 Branches and a strong after sales service infrastructure with around 200 Service Franchisees and a good synergy of its appliance s product line in channel
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Market segmentation
The Fan industry has the following Product based segmentation and shares:
Ceiling Fans - 70 per centTable/ Wall / Pedestal (TPW) Fans - 20 per centFreshair Fans - 10 per centPrice, quality and aesthetics
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Marketing direction
Understanding consumer
Meeting the consumers stated n unstated needs.
Right product at right price
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THE BRAND POSITIONING..
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• Imperative to have a differentiation on a set of customers in each segment.
• Existence of products segments:
Brand architecture :
TPWFRESHAIR
FANS
Largely necessitated by the desire to meet the customer needs
Table
pede
stal
wall
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CONT…• Company decided to launch sub-brands under
the mother brand BAJAJ.
• It was to target each of the customer segments –segmented on the basis of price .
• Role of sub-brands was to create differentiations in minds of consumers.
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CONT….architecture• Segmented on the basis of price-launched a
range of TPW and exhaust fans
PREMIUM
ECONOMY
SUB-ECONOMY
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SUB-BRANDS…BRANDS
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POSITIONING OF MOTHER BRAND-BAJAJ FANS• KEY CONSUMER INSIGHTSLow involvent category
Belief- the fan that moves the fastest gives max. air in turn cooling
Bajaj fans decided to capitalize on this core category.
Hence decided to position the umbrella brand range as “ subse Tez ”. 13GROUP--2 SECTION---C
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KEY ELEMENTS OF MARKETING STRATEGY..
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Product strategy
products
freshair
TPW
disney
ceiling
industrial
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Product strategy(cont..)
High quality decorative fans
Fans in economy segment
Basic products for sub-economy segment
RPM increased from 330 to 400
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Pricing strategy
Competitive pricing strategy
Economy & premium class at Rs1000 & 1200 resp.
Sub economy at less than Rs900
Focus on bottom of pyramid mass market
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Packaging strategy
Carton theme—”elements of nature”
Air business—”moving clouds” theme
Posters, shop boards etc
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PROMOTION STRATEGYTelevision as the main media.
Increased brand visibility at the market place.
Publicity.
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DISTRIBUTION STRATEGYChange in the distribution strategy.Separate network for the sub-economy fans.Dealers loyalty..Dealer meets.
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PEOPLE STRATEGYChange in leadership.Implemented KPI’s.Implemented new performance incentive schemeImplemented new performance appraisal process.New reward and punishment system.
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Conclusions
• Substantial success
• Sterling Performance
• Fans team has set an example for the rest of the company to follow and emulate
• New customers year after year
• Brand looks to the future with renewed hope, optimism and confidence
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The Results Achieved
• Distribution Network
• Sales Performance
• Profit Performance
• Publicity Spends
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• Market ResearchProduct valueProduct demandCompetition
‘’Effective actions according to fluctuation in market’’
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Market Analysis
Effective use of man power Incentives No commission
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THANK YOU…….