A REPORT on MARKETING & BRANDING of BAJAJ PULSAR Dtsi
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A REPORT ON MARKETING & BRANDING OF BAJAJ PULSAR DTSi SU BMITTED BY: SHANT ANU ROLL NO:26 M.F.TECH(A.P) BAJAJ ‘Hamara Naya Bajaj’ Bajaj Auto came into existence on November 29, 1945 as M/s Bachraj Trading Corporation Private Limited. It started off by selling imported two- and three-wheelers in India. In 1959, it obtained license from the Government of India to manufacture two- and three-wheelers and it went public in 1960. In 1970, it rolled out its 100,000th vehicle. In 1977, it managed to produce and sell 100,000 vehicles in a single financial year. In 1985, it started producing at Waluj in Aurangabad. In 1986, it managed to produce and sell 500,000 vehicles in a single financial year. In 1995, it rolled out its ten millionth vehicle and produced and sold 1 million vehicles in a year. Bajaj Auto is a major Indian automobile manufacturer. It is India's largest and the world's 4th largest two- and three-wheeler maker. It is based in Pune, Maharashtra, with plants in Waluj near Aurangabad, Akurdi and Chakan, near Pune. Bajaj Auto makes and exports motorscooters, motorcycles and the auto rickshaw. It is widely believed that Bajaj is headed for a de-merger into 2 separate companies: Bajaj Auto and Bajaj Finance. The Forbes Global 2000 list for the year 2005 ranked Bajaj Auto at 1946. Key Highlights • The total motorcycle sales in 2003-04 crossed the "1 million" mark registering a growth of 18% v/s 2002-03 - higher than the industry growth rate of 15%. • To increase its volumes in the entry level segment of the motorcycle market, the Company has launched a new model CT-100 in May 2004. This bike with its class leading performance and phenomenal fuel efficiency is expected to redefine the entry level segment. • To garner a substantial share in the executive segment of the motorcycle market a technologically superior bike, internally code named K 60, will be launched in second quarter of 2004-05. • The Pulsar continues to be a market leader in the premium end of the motorcycle market with a sale of over 297,000 numbers in 2003-04. The cumulative sale of Pulsar's to date has crossed the 500,000 mark within a short span of 29 months. • In the ungeared scooter segment an upgrade of Spirit with a 70cc engine and a new ungeared scooter "Wave" will be launched in the second quarter of 2004-05. PRODUCTS OF BAJAJ AUTO LIMITED Motorcycles o Kawasaki Eliminator o Bajaj Pulsar o Bajaj Kawasaki Wind 125 o Bajaj Boxer o Bajaj CT 100 o Bajaj Platina o Bajaj Caliber o Bajaj Discover o Bajaj Avenger Upcoming Models • Bajaj Pulsar 220 DTS-Fi • Bajaj Krystal • Bajaj Blade • Bajaj Sonic BAJAJ UNVEILS NEW BRAND IDENTITY- NEW LOGO • • Bajaj Auto unveiled the new corporate identity on the 15th of January at the Auto Expo 2004, New Delhi. The white and blue reverse hexagonal symbol with Bajaj Auto in small lettering, which stood in good stead for Bajaj Auto for many decades, finally paved way for a refreshing new look symbol with the Bajaj logotype in capital letters. The new identity arrives at a time when Bajaj Auto has successfully metamorphosed into a major motorcycle manufacturer with proven credentials in award winning Pulsar twins and also proved its technological capability with the introduction the revolutionary Digital Twin Spark Ignition (DTSi) technology. • The new visual identity of Bajaj Auto emanates from the confirmation of core values, which Bajaj has identified as its brand values. The Brand essence for the new Bajaj has been defined as "Excitement". Excitement engineering will deliver and inspire confidence in to various stakeholders like Bajaj has traditionally done. Bajaj promises to live its essence through a set of five Brand Values of Learning, Innovation, Perfection, Speed and Transparency. • The change in Identity is a part of the ongoing changes happening at Bajaj. At a time when Bajaj has state of the art manufacturing infrastructure, has an enviable distribution and service network, has created a benchmark R&D facility and at a time when the customer has changed in terms of its exposure to quality and style, the change in Identity will help invite a paradigm shift in consumer perception of the company. • The traditional hexagonal symbol has been replaced by an open abstract form of stylized B, the "flying B" as it has been named represents style and technology. It also has a strong association with the heritage of Bajaj since the external form has a hint of hexagon. "Flying B" form denotes speed and open form denotes the transparency. • Bajaj has adopted a new brandline of "Inspiring Confidence". In whatever the company does it seeks to inspire confidence in its audience. Bajaj has traditionally enjoyed tremendous consumer support and plans to consolidate and move ahead on this. The Brandline appears below the Logotype in a script font. This font is to represent learning values at Bajaj and that Bajaj as a brand moves closer to customer. • The Identity has a fresh new Blue colour. This Blue represents stability and strength of Bajaj. Blue also represents high technology and precision engineering. The new Identity presents a futuristic face of the new global Bajaj. Elephant Design has been working with Bajaj on creating and implementing the new Bajaj identity. The new brand will manifest in all consumer and employee interfaces. ADVERTISING STRATEGY Bajaj is always known for its outstanding ads over the period of time. Since its inception, Bajaj has come out with variety of ads and were always successful in their advertisements. Scooters were well known by the brand name of Bajaj. Be it any scooter, one used to recognize it by the brand name Bajaj. This was the identity a decade ago which the Bajaj has still maintained. Bajaj is always known for its ads without well-known brand ambassadors which is again a plus point to its cart as it saves a huge cost in terms of brand ambassadors unlike Hero Honda and TVS. Prior, Bajaj used to convey the feeling of ‘Indianness’ in its ads. With a punch line ‘Hamara Bajaj’ Bajaj drove into everybody’s hearts and the title song of ‘Naye Bharat Ki Naye Tasveer’ added a great value to its mobikes and scooters. A couple of years back, Bajaj had introduced an advertisement which promoted all the different ranges it had, wherein they had shown each product they had with a feeling of Indianness. Example: Eliminator passes-by a rangoli and drives slowly sideways without disturbing it. People on boxer pass-by a temple and bend their head to give a little offering. Such ads had revealing Indian culture had a great effect on Indians and Bajaj was successful in most of its ads. But recently, Bajaj had changed its brand logo alongwith its punch line i.e. ‘Hamara Bajaj’ got converted to ‘Inspiring Confidence’. The reason for this change as told by the company officials was to keep pace with the new technologies in the fast moving world. Even though it had changed its punch line, it didn’t have much effect on its brand image. A year back, Bajaj introduced DTSi technology upgrading its always successful PULSAR 150cc and 180cc. Though Bajaj had changed its identity it still dominates for its creativity in ads. PULSAR 150cc/180cc & DTSi (Definitely Male) The concept of Definitely Male was well accepted by the people and Bajaj came out with some astonishing ads. Though the DTSi technology was new, people accepted it very well. It easily conveyed the message it wanted to. The following picture strips conveys the advertisement: Getting on to his bike, a man gets all While the biker cruises through the set to make a move. As he puts his city, some army men are out for their helmet on, a message appears on the jog. Just before they cross a road, a windshield, 'Partially sunny from zebra crossing forms ahead them and 16:37 hrs.' disappears after them, while the biker waits patiently. A young lady talks to her beau on the Riding on, he spots a child playing phone, while an image of his forms with a remote controlled toy. In the before her. She switches the phone off next shot the toy turns out to be a and the image disappears, in time for roller coaster, with children inside her to catch a glimpse of the bike. enjoying the ride. On arriving home, the biker is greeted As he takes off his helmet everything by a robotic dog. turns back to it's usual self. MVO: "Imagine a world as advanced as the new Pulsar DTS-i... DTSi came out to be a good one with proper publicity advertisements and that too without any highly paid brand ambassadors. After this ad was successful Bajaj came out with a second ad wherein a man is shown performing various stunts on his DTSi Pulsar. Even this one was an outstanding one. BAJAJ PULSER DTSi HOW THE PULSAR CAME IN TO INDIAN MARKET Before the introduction of the Pulsar, the Indian motorcycle market trend was towards fuel efficient, small capacity motorcycles (that formed the 80-125 cc class). Bigger motorcycles with higher capacity virtually did not exist (except for Enfield Bullet). The launch and success of Hero Honda CBZ in 1999 showed that there was demand for performance bikes. Bajaj took the cue from there on and launched the Pulsar twins in India on November 24, 2001. Since the introduction and success of Hero Honda CBZ, the Indian youth began expecting high power and other features from affordable motorcycles.