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Good Morning ! (Re)Positioning Bajaj

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Good Morning ! (Re)Positioning Bajaj Good Morning ! (Re)positioning Bajaj. Sometimes you win, sometimes you … learn. AIMA, Wednesday 13th November 2013, Delhi. © Bajaj Auto Ltd. Successful Lineage Bajaj Super Bajaj Chetak Bajjjaj Classic Bajjjaj Autoriksha AIMA, Wednesday 13th November 2013, Delhi. © Bajaj Auto Ltd. 1 Line Extension Bajaj Sunny Bajaj M80 Bajaj Legend Kawasaki Bajaj 4S AIMA, Wednesday 13th November 2013, Delhi. © Bajaj Auto Ltd. 2 Death Sentence Bajaj Kristal Bajaj Platina Bajaj Pulsar Bajaj Autoricksha AIMA, Wednesday 13th November 2013, Delhi. © Bajaj Auto Ltd. 3 Crime Something is Wrong with Our Predictions A recent Nielsen BASES and Ernst & Young study put the filfailure ra te o f new USU.S. consumer pro duc ts a t95t 95 per cent and new European consumer products at 90 per cent. We need to do better than that. We need to have a better way to predict the future. - Al Ries, The Origin Of Brands, 2004 th AIMA, Wednesday 13 November 2013, Delhi. © Bajaj Auto Ltd. 4 Culprit According to a leading market research firm, about 75% of consumer ppggackaged goods and retail products fail to earn even $7.5 million during their first year. Less than 3% of new consumer packaged goods exceed first-year sales of $50 million – considered the benchmark of a highly successful launch. - Harvard Business Review April 2011 th AIMA, Wednesday 13 November 2013, Delhi. © Bajaj Auto Ltd. 5 Possibilities WORLD CLASS MANUFACTURING SIMULTANEOUS ENGINEERING TOYOTA PRODUCTION SYSTEM AIMA, Wednesday 13th November 2013, Delhi. © Bajaj Auto Ltd. 6 Principle The purpose of all strategy is to be first by being different. AIMA, Wednesday 13th November 2013, Delhi. © Bajaj Auto Ltd. 7 Result Operating Profitability 25% 20% Bajaj Auto 15% Mahindra and Mahindra (standalone) 10% Hero MotoCorp 5% Ashok Leyland Maruti Udyog 0% 08 06 04 02 Tata Motors (standalone) Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 FY FY FY FY ‐5% FY 10 FY 11 FY 12 FY 13 FY 14 TVS Motors ‐10% ‐15% AIMA, Wednesday 13th November 2013, Delhi. © Bajaj Auto Ltd. 8 The Strateggqic Square Defensive marketing warfare is for market leaders. Offens ive markiketing warfare is for No. 2 companies. Flanking marketing warfare is for smaller companies. Guerrilla marketing warfare is for local or regional companies. AIMA, Wednesday 13th November 2013, Delhi. © Bajaj Auto Ltd. 9 Defense The real thing The world’s #1 3-wheeler AIMA, Wednesday 13th November 2013, Delhi. © Bajaj Auto Ltd. 10 Strategy Lesson # 1 Brands die for 2 reasons – too much extension & too little defense. AIMA, Wednesday 13th November 2013, Delhi. © Bajaj Auto Ltd. 11 Offence Anti - Cola Anti - Mileage AIMA, Wednesday 13th November 2013, Delhi. © Bajaj Auto Ltd. 12 Strategy Lesson # 2 Familiarity breeds contempt, curiosity builds desire. AIMA, Wednesday 13th November 2013, Delhi. © Bajaj Auto Ltd. 13 Flanking Yeh dil maange more Much more than mileage AIMA, Wednesday 13th November 2013, Delhi. © Bajaj Auto Ltd. 14 Strategy Lesson # 3 To simultaneously be the same & be different, that is the deepest. AIMA, Wednesday 13th November 2013, Delhi. © Bajaj Auto Ltd. 15 Guerrilla High energy Ready to Race AIMA, Wednesday 13th November 2013, Delhi. © Bajaj Auto Ltd. 16 Strategy Lesson # 4 God is in the detail, profit is in the niche. AIMA, Wednesday 13th November 2013, Delhi. © Bajaj Auto Ltd. 17 Yoga The mind is the subtle form of the body, the body is the gross form of the mind. -Bihar School of Yoga. The brand is the subtle form of the product, the product is the gross form of the brand. AIMA, Wednesday 13th November 2013, Delhi. © Bajaj Auto Ltd. 18 Brand Design Brand Performance Price Attribute Category AIMA, Wednesday 13th November 2013, Delhi. © Bajaj Auto Ltd. 19 Homoeopathy It is the life-force that cures, for a dead man needs no more medicine. -Dr. Samuel H. Hahnemann. The wellness of an organisation rests in the vitality of its brand strategy. AIMA, Wednesday 13th November 2013, Delhi. © Bajaj Auto Ltd. 20 Strategy 1. A tactic is an idea, a competitive mental angle. 2. The onlyyg tactic worth considering is the tactic that puts the knife into the competition. 3. Tactics should dictate strategies. 4. Strategy should be developed from the bottom up, not from the top down. 5. A strategy is a coherent marketing direction. 6Stt6. Strategy is w htkhat makes you un ique an dhtithd what is the best way to put that difference into the minds. 7. The pppurpose of the strate gy is to kee p the competition from adversely affecting your tactics. - Jack Trout AIMA, Wednesday 13th November 2013, Delhi. © Bajaj Auto Ltd. 21 Reflect Why are you smiling ? What is your job ? What is your action ? - Prof. S. Yamaguchi. AIMA, Wednesday 13th November 2013, Delhi. © Bajaj Auto Ltd. 22 Thank you ! I want to know more about the person that has the disease, than about the disease that a person has. - Hippocrates. AIMA, Wednesday 13th November 2013, Delhi. © Bajaj Auto Ltd. 23.
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