SWOT ANALYSIS

Strength: It is a specialty good. It is a high involvement product. It is durable goods. Well equipped and trained staff. Easy availability of spare parts in the market Weakness: Regional office should be located in mid of Delhi. No promotional activities by celebrities. Opportunity: Since it is the second leading competitor it has chance to grow. High growth rate of the industry. Encouragement of innovation theory. Threat: The main threat is from the leading competitor. Entry of Foreign motors bikes in the market. Threat of second hand motorcycles.

OBJECTIVES
1. 2. 3. Comparing Bajaj Bikes share in market to Hero Honda & TVs Suzuki Bikes. To study overall advertising strategies of Hero Honda Company. To study overall advertising strategies of Hero Honda Company

RESEARCH METHODOLOGY
Research in common parlance refers to a search for knowledge. The purpose of research is to discover answers to questions though the application of scientific procedures. In short research is art of scientific investigation. Research methodology refers to the tools and methods used for obtaining information for the purpose of the subject under study. The methodology followed for the purpose of finding customers response was Random sample survey. DATA SOURCES The data was collected from primary as well as secondary sources. The primary data was collected through interviews with the managers and trainee sales officer. Secondary data was collected from articles in various magazines and newspapers and web sites.

RESEARCH APPROACH The approach adopted was a survey with the customers visiting the show room.Companys servicing centre of Delhi and interview session with management of the company. RESEARCH INSTRUMENT The research instrument used was a questionnaire.

SAMPLING PLAN Sampling Unit: 1. 2. It constituted of people in the age group of 20 and above. Income group of 5,000 and above per month.

Sampling Procedure: The sampling procedure adopted was convenience sampling because of the wide scope of the project

LIMITATIONS
1. 2. 3. 4. The primary data collected is restricted to only one company in New Delhi. The secondary data is limited to the articles in magazines, newspaper and web sites. The responses to the customer questionnaire may have been biased. The responses to the industrial questionnaire may have been biased. TWO- WHEELERS MARKET SHARE

14%

13%

BAJAJ

24%
49%

HERO HONDA TVS OTHER'S

MAJOR PLAYERS Market Share (in %age)

2006-07 Bajaj Auto Hero Honda TVS Motors OTHERS 27.09 51.51 12.91 7.68

2007-08 24% 50% 14% 13%

Honda Motorcycle & Scooter India (HMSI) piped Bajaj Auto to take the number two position in terms of market share and vehicles sold domestically in November. This is the first time ever that Bajaj Auto has sunk to third place in monthly two-wheeler sales. Bajaj Auto chairman and Rajya Sabha member Rahul Bajaj had earlier this month asked in Parliament what steps were being taken by the government for the auto sector as his company is not able to sell vehicles. HMSI is a 100% subsidiary of Japans Honda Motor Company and entered the country in 2000 to manufacture scooters. Its entry in the bike segment took place only in 2004. According to Society of Indian Automobile Manufacturers, Bajaj Auto, the countrys second-largest two-wheeler manufacturer until October, registered a dip of 11.9% in sales in November at 82,919 units, compared with HMSIs 94,222 units. Consequently, HMSIs market share went up from 10.5% in November last year to 16.6% last month, while Bajajs market share fell from 26.5% to 14.6%. Bajaj Autos market share has also fallen 19.2% during April-November of the current fiscal against 23.9% during the same period last year. In pole position remains Hero Honda Motor India with 49.6% marketshare, and in fourth place is Chennaibased TVS Motor Company with 13.7%.

Marketing mix plans SEGMENTATION

Demographic Segmentation Income: Company survey indicates that the segments available for the Bajaj motor bike are the people with monthly income of Rs. 10,000 and above. Age: The main segmented group for the motorcycle are 18 years and above. Occupation: All kinds of people are taken into account. professionals, Govt. Servants, etc. Geographic Segmentation: The potential customers for the Bajaj motor cycle are basically from every regions of India. Psychographic segmentation: People purchasing Bajajs bikes are very stylish, brand conscious. Behavioural segmentation: This segmentation is done considering user status, benefit wise. Students,

TARGETING
The proposed targeting people in the age group of 18 years and above with a monthly income of Rs. 10,000 and above, who are adventurous, enthusiasts and socializing and who are either students or retired individuals or may be employed as professionals, government servants or having their own business, but mostly male.

POSITIONING
The image that Bajaj creates in the mind of the customers is the faith. The add shown by it says HAMARA BAJAJ. That means its a member of the Indian family. It represents the Indian culture and society.

PRODUCT
The product offers a service to the customers so as to satisfy their need. The product provided the Bajaj suites the Indian Roads. And the Indian Consumers have a perception that the Bajaj provides genuine products. The product is perfectly designed and the entire switch are well placed, which provides a good riding condition. The details of the various bikes provided by the Bajaj are as follows: 1. Pulsar- 220 DTS - Fi 2. Pulsar- 200 DTS - i 3. Pulsar-180 DTS - i 4. Pulsar-150 DTS - i 5. Avenger 200 DTS - i 6. Discover 135 DTS i 7. Discover 125 DTS - i 8. XCD 125 DTS - i 9. Platina 100 DTS

PULSAR 220 DTS- Fi

PRICES
Pricing is an important component of marketing mix of firm. Determining the prices of different products of a firm is a very difficult task of the marketing manager. Price denotes money value of a product. It represents the amount of money for which a product can be exchanged. In other words, prices represents the money which the buyer pays to the seller for a product price represents the exchange value of goods and services in terms of money. Price is all around. Price factor has very well been touched by the manufactures. The manufactures (Bajaj) are charging very comparatively cheaper prices then their competitors. The pricing strategy of the company is very set. They price their product according to the cost of production and also by keeping an eye on the price of the competitors of that segment & demand of the product in the market. The pricing strategies adopted by bajaj auto Ltd: Competitive Pricing The management of a firm decide to fix the price at the competitive level. This method is adopted by bajaj auto because the bike market is highly competitive.

THE PRICE LISTS OF THE VARIOUS BAJAJ BIKES ARE AS FOLLOWS:

PRICE LIST FOR PULSAR 220

As On June 2007-08

City Mumbai Chennai Kolkata New Delhi

On Road Price (Rs.) 97000 91000 92500 87000

PRICE LIST FOR PULSAR 200

As On June 2007-08

City Mumbai Chennai Kolkata New Delhi

On Road Price (Rs.) 80,000/75,000/77,500/72,000/-

PRICE LIST FOR PULSAR 180

As On June 2007-08

City Mumbai Chennai Kolkata New Delhi

On Road Price (Rs.) 70,000/70,000/68,500/62,000/-

PRICE LIST FOR PULSAR 150

As On June 2007-08

City Mumbai Chennai Kolkata New Delhi

On Road Price (Rs.) 68,000/64,000/65,500/60,000/-

PRICE LIST FOR AVENGER 200

As On June 2007-08

City Mumbai Chennai Kolkata New Delhi

On Road Price (Rs.) 77,000/69,000/74,500/69,000/-

PRICE LIST FOR DISCOVER 135

As On June 2007-08

City Mumbai Chennai Kolkata New Delhi

On Road Price (Rs.) 59,000/54,000/56,500/52,000/-

PRICE LIST FOR DISCOVER 125

As On June 2007-08

City Mumbai Chennai Kolkata New Delhi

On Road Price (Rs.) 53,500/ 49,000/ 52,500/ 46,000/ -

PRICE LIST FOR XCD 125

As On June 2007-08

City Mumbai Chennai Kolkata New Delhi

On Road Price (Rs.) 50,000/46,000/48,500/44,000/-

PRICE LIST FOR PLATINA

As On June 2007-08

City Mumbai Chennai Kolkata New Delhi

On Road Price (Rs.) 35,200/32,900/34,500/32,900/-

PROMOTION
Promotion is an important part of marketing mix of a business enterprise. It is spark plug of the marketing mix. Promotion is the process of communication with the potential customer involving information, persuasion and influence. It includes all types of personal or in personal communication with customers as well as middleman in distribution. The purpose of promotion is to inform, persuade and influence the prospective customers. Personal selling, advertising, publicity and sales promotion are widely used to inform the people about the availability of product and create among them the desire to buy the products. The words of E.L. Brink and W.T. Kelly promotion is the coordination of all seller initiated affords to setup channels of information and persuasion to facilitated the sale of a product or service or accepted of an idea. The various promotional activities adopted by the Bajaj Auto Company. The company has 100crore rupees for its promotional activities out of which 75% is sponsored by the company and 25% from the dealers. They may sign a celebrity for its promotional activities in recent futures. The company provides six free services to its customers in comparison to its competitors. The company provides good services facilities to its customers through dealers service station. Dealers encourage its customers by giving discount, providing 0% interest loan schemes, prices, coupons etc. The various promotional activities adopted by bajaj bikes are as follows Credit & finance schemes Free services to the consumers Advertisements on Televisions, Newspapers, Magazines Road Shows

PLACE
There are about many regional offices located in major cities through out the country. There are more than 10,000 dealers through out the country. For the product distribution the company distributes its products through authorized dealers. The variety products are easily available in showrooms.

REGISTERED OFFICE Bajaj Auto Finance Ltd c/o Bajaj Auto Ltd Akurdi, Pune - 411 035 Tel: 020-7472851 Fax: 020-7407393 email: nvswaminathan@bajajauto.co.in NEW DELHI BRANCH BAJAJ AUTO FINANCE LIMITED C/o. Bajaj Auto Ltd., B-60/61, Naraina Industrial Area, Phase-II NEW DELHI-110028

RESULTS
Company: Companies data shows that the company produces approximately 1,11,000 vehicles per month. Out of which they sales 60,000 motor cycles per month. The company has more demand of its product in western region.

The company has 21 regional offices throughout India out of which 10 contains training centres. The main objective of these offices is to pay emphasis to human resource development and provide good services to its customers.

Customer: The results from customer survey are as follows: 1. 2. 3. 4. Customers prefer because of their fuel efficiency. Customers prefer because of their performance. Customers prefer because they are value added product. Customers also prefer because they are stylish.

DATA ANALYSIS & INTERPRETATION

QUESTION1: What physical features made you prefer BAJAJ BIKES?

LOOKS BODY BUILD STYLE ALL OF THEM

LOOKS BODY BUILT STYLE ALL OF THEM

4 28 8 60

INTERPRETATION The customers look for the over all looks or we can say that they all the physical features while deciding to purchase PULSAR. Also they look towards it as a sturdy body built bike.

QUESTION2: What media affected your preference the most?

WORD OF MOUTH TELEVISION PRINT MEDIA DEALERS EFFORTS

WORD OF MOUTH TELEVISION PRINT MEDIA DEALER EFFORTS

33 66 1 0

INTERPRETATION The customer preference is mostly affected by television advertisements.

QUESTION 3: Did price affect your preference?

YES NO

YES NO

74 26

INTERPRETATION

74% of customers says that price affect their preference

QUESTION 4: What mode of payment did you prefer?

CASH FINANCE

CASH FINANCE

49 51

INTERPRETATION

51% of customer prefers financing and 49% prefer cash payment.

QUESTION 5: WILL YOU PREFER BAJAJ LAUNCHING A NEW RANGE WHICH CAN SERVE THE PURPOSE OF SERVICE CLASS?

YES NO CANT SAY

YES NO CANT SAY

70% 25% 5%

QUESTION 6: WHERE DOU YOU SEE BAJAJ BIKES ADVERTISMENT THE MOST?

5% 40%

10% 30%

NEWSPAPER 10% MAGZINE30% T.V15% HOARDINGS40%

15%

OTHERS 5%

NEWSPAPER MAGZINE T.V HORDING ANY OTHER

10% 30% 15% 40% 5%

INTERPRETATION: Mostly people get the information from hording, after hording magazine are the source best source to get the information then television then Newspapers and finally other sources.

QUESTION 7: Which of the following Age group do you belong ?

< 20 YRS 20 YRS TO 35 YRS 35 YRS TO 50 YRS > 50 YRS

INTERPRETATION: The above graph shows the information about the different age groups. The maximum numbers of persons are belonging from the age group of 35yrs to 50yrs, then above 50yrs after that between 20yrs to 35yrs and finally less than 20 yrs.

QUESTION 8: What is your impression about the following on BAJAJ products?

Fully Satisfied Partially Satisfied Unsatisfied

INTERPRETATION: The above graph percentage of the consumers impression about the various products of the BAJAJ.

CONCLUSION
Our finding reveals that there is a great amount of market potential for bikes in NCR of Delhi. The findings also reveal that it is a competitive market, so the innovation theory is always appreciable. As it are speciality goods. So the customer needs time to study the product as a whole in respect to its performance, efficiency etc. so the staff should be well trained. The company should encourage more dealers who would give more emphasis in services of the product. It will be easy for the customers when required. Above all the image of the product is that it is a value added product and it has value for money. It represents the Indian culture

RECOMMENDATIONS
After the complete analysis of entire assignment we put forward a set of recommendations which are a follows:

1. Since the company has targeted the right segments, but the reason for the low sales of BAJAJ is competition from HEO HONDA. BAJAJ should regularly look to develop new products and new features among the existing products to face the competition from HERO HONDA. 2. PULSAR 220 is high price and moreover the client has positioned the bike as city ride made easy fuel efficient bike as a result of which if comes in direct competition with HERO HONDA KARIZMA. So BAJAJ should also concentrate on this segment as it has great potential. 3. In order to increase the market share, promotional activities should be encouraged through advertisements to attract the male & female segment. 4. BAJAJ AUTO, if it starts functioning independently, has to innovate and develop their own technology to support their growth aspirations.

Production Chart of BAJAJ

97-98

43% 16%

98-99 99-00 00-01

22%

19%

CUSTOMER SURVEY REPORT

20 & BELOW 20-30 30-40 40 & ABOVE

Table below show the comparative growth rates in the two-wheeler sales for SEPTEMBER 2008: AUTO MOBILE SALES FIGURE Company Name Yamaha Motors India TVS Motor Co. Royal Enfield Motors LML Limited Kinetic Engg. ltd. Hero Honda Motor Bajaj Auto Ltd. Total April- Sep.2006-07 97039 341663 9507 18494 22136 819167 419211 1727217 April-Sep 2007-08 142960 337432 12062 28062 23651 782354 435164 1761685

BIBLIOGRAPHY
NEWS AND VIEWS FROM MARKETING DIVISION OF BAJAJ AME BUSINESS MAGAZINE. AUTO MAGAZINE. BUSINESS INDIA FINANCIAL EXPRESS BUSINESS LINE OVER DRIVE MAGAZINE. WWW. INDIAINFOLINE.COM WWW. BAJAJ AUTO.COM WWW.ECONOMICTIMES.COM

Questionnaire
CONSUMER SURVEY NAME :________________ Address: _____________________ QUESTION1: What physical features made you prefer BAJAJ BIKES? A) LOOKS B) BODY BUILT C) STYLE D) ALL OF THEM

QUESTION2: What media affected your preference the most? A) WORD OF MOUTH B) TELEVISION C) PRINT MEDIA D) DEALER EFFORTS

QUESTION 3: Did price affect your preference? A) YES B) NO QUESTION 4: What mode of payment did you prefer? A) CASH B) FINANCE QUESTION 5: WILL YOU PREFER BAJAJ LAUNCHING A NEW RANGE WHICH CAN SERVE THE PURPOSE OF SERVICE CLASS? A) YES B) NO C) CANT SAY QUESTION 6: WHERE DO YOU SEE BAJAJ BIKES ADVERTISMENT THE MOST? A) NEWSPAPER B) MAGZINE D) HORDING

C) T.V E) ANY OTHER

QUESTION 7: What is your impression about the following on BAJAJ products? A) Fully Satisfied B) Partially Satisfied C) Unsatisfied

QUESTION 8: Which other bike would bike you have preferred to buy? Yamaha LML Tvs motors Bajaj QUESTION 9: what is the image of BAJAJ in your mind? Economical Durable Smooth Bike Safe Bike Rough and Tough

CERTIFICATE
This is to certify that the project work done on Competency Mapping of Bajaj Auto ltd is a bonafide work carried out by Mr.Sanjeev pippal under my supervision and guidance. The project report is submitted towards the partial fulfillment of two year, full time Post Graduate Diploma in Management.

Name & Sign of Faculty Mr.Rajeesh khare

Declaration

I hereby declare that this project report entitled COMPITENCY MAPPING OF BAJAJ AUTO is written and submitted by me under the kind guidance of Mr. RAJNEESH KHARE faculty of P.G.D.M department. The finding and interbretation in the report are based on both primary and secondary data collection. This project is not copied from any source or other project submitted for similar purpose

SANJEEV PIPPAL P.G.D.M 4THSEM ROLL NO1012201031