Transcript File - Niraj Agarwal

Introduction- Bajaj Motors

World's third-largest manufacturer of motorcycles, the secondlargest in India and world’s largest three-wheeler manufacturer.

Present in over 50 countries all over the globe and are holding
a dominating presence in Africa, Latin America and South Asia.

In 2011 the company sold about 85,000 with net sales of the
company increased by 6.7% for Q1 FY14 to Rs 5,133 crore

Export ration- 891,002 units in and an increase of over 15% in
2012-2013
Situation Analysis- SWOT
Strengths
Weakness

Low cost

Low brand awareness

Fuel efficient

High marketing costs

Bike share

Peoples perception

Safety
Opportunities
Threats

Increase in student population

E-bikes

Employment opportunities

Fuel prices

Government policies
PEST

Political- favorable trade relations

Economic- employment opportunities

Social- country’s demographics

Technological- e-shopping, marketing, marketing research tool.
Porters 5 forces

Threat of new entrants

Threat of substitute products

Bargaining power of buyers

Bargaining power of suppliers

Competitive rivalry
Market Summary & Target Market

Competitors - BMW, Ducati, Harley-Davidson, Honda, Kawasaki, KTM, Suzuki,
Triumph, Victory and Yamaha.

street bikes take up 64% of the market share.

Target Market – college students and employed individuals between 22-60
years who are looking for an economically feasible mode of commuting.

Positioning - street bike which is economically cost effective and fuel
efficient.

Geographic- Ontario, Ottowa, Alberta & British Columbia
Marketing Objectives

Bajaj Motors aims to penetrate Pulsar 200NS into the Canadian Low CC Street
Motorcycle Market

Its goal is to establish brand awareness and demand among its target audience.

Reaching out and making the bike accessible and easily available to the target
audience.

One of their main objectives is to encourage
sales and obtain a 15% market share by
December 2015.
Product
Price
Marketing
Mix
Promotion
Place
Product
Price

Survival

Maximum Current Profit

Maximum Market Share
Place
Manufacturing unitColoumbia
Assembly - KTM
warehouse, Ontario
Distribution- KTM
Showroom, Canada
Consumers
Television
Commerci
als
Press
Release
Online
advertising
Promotion
Tradeshows
/events
Newspaper
Advertisement
Contingency Plan
• Difficulties and risk
• Worse case scenario.