MARKETING
MANAGEMENT
BAJAJ TWO WHEELERS
09501037
RAJA M
I MBA
AU - T

About The company
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The Bajaj Group is amongst the top 10
business houses in India.
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It is India's second largest two wheeler
manufacturer.
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The world's4th largest two- and threewheeler maker larger than TVS Motors
and smaller than HONDA.

BACKROUND OF THE COMPANY
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Founded in 1926, at the height of India's movement
for independence from the British, By Jamnalal
Bajaj, founder of the group
Kamalnayan Bajaj, then 27, took over the reigns of
business in 1942
1945, Bajaj Auto came into existence on
November 29, 1945 as M/s Bachraj Trading
Corporation Private Limited
In 1959, it obtained license from the Government
of India to manufacture two- and three-wheelers.

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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

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Its footprint stretches over a wide range of
industries, spanning automobiles (two-wheelers
and three-wheelers), home appliances, lighting,
iron and steel, insurance, travel and finance.
and the Bajaj brand is well-known across
several countries in Latin America, Africa,
Middle East, South and South East Asia.
Bajaj aims to up two-wheeler market share to 32%

HIERARCHY
Rahul Bajaj - Chairman
Madhur Bajaj - VC
Rajiv Bajaj - MD
Sanjiv Bajaj – ED
PRECIDENTS
Eric Vas
Abraham Joseph
Pradeep Shrivastava
CEO’S
S Sridhar
R C Maheshwari
Rakesh Sharma C P Tripathi I
N H HingoraIni
Kevin P D'sa
V S Raghavan
S Ravikumar
K Srinivas
Ranjit Gupta
J. Sridhar

BAJAJ TEAM
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Chairman
-Rahul Bajaj
Vice Chairman
-Madhur Bajaj
Managing Director
-Rajiv Bajaj
Company Secretary & CEO -J Sridhar
Management Team
(Chairman, VC, MD, ED, CEO, President, VP)
Board of Directors
(Chairman, VC, MD, ED, Directors)
Board of Audit committee
(Chairman & Directors)
Shareholders’&Investors’ Grievance Committee
(chairman & Directors)

GROUP OF COMPANIES
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Bajaj Auto Ltd.
Bajaj Holdings & Investment Ltd.
Bajaj Finserv Ltd.
Bajaj Allianz General Insurance
Company Ltd.
Bajaj Allianz Life Insurance Co. Ltd
Bajaj Financial Solutions Ltd.
Bajaj Auto Finance Ltd.
Bajaj Allianz Financial Distributors
Ltd.
Bajaj Auto Holdings Ltd.
P T Bajaj Auto Indonesia (PTBAI)
Bajaj Auto International Holdings
BV
Bajaj Electricals Ltd.
Hind Lamps Ltd.
Bajaj Ventures Ltd.
Mukand Ltd.
Mukand Engineers Ltd.
Mukand International Ltd.
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Bajaj Sevashram Pvt. Ltd.
Jamnalal Sons Pvt. Ltd.
Rahul Securities Pvt Ltd
Shekhar Holdings Pvt Ltd
Madhur Securities Pvt Ltd
Niraj Holdings Pvt Ltd
Shishir Holdings Pvt Ltd
Kamalnayan Investments & Trading Pvt
Ltd
Sanraj Nayan Investments Pvt. Ltd.
Hercules Hoists Ltd.
Hind Musafir Agency Pvt. Ltd.
Bajaj International Pvt. Ltd.
Bachhraj Factories Pvt. Ltd.
Baroda Industries Pvt. Ltd.
Jeevan Ltd.
Bachhraj & Co Pvt Ltd
The Hindustan Housing Co. Ltd.
Hospet Steels Ltd

TWO WHEELERS
Discontinued Models
Scooters
 Bajaj Kristal DTSi
Motorcycles
 Bajaj Platina 100cc
 Bajaj Platina 125 DTS-Si
 Bajaj Discover 135 DTS-I
 Bajaj Discover 135DTS-Si
 Bajaj XCD 125 DTS-Si
 Bajaj XCD 135 DTS-Si
 Bajaj Pulsar 150 DTSi
 Bajaj Pulsar 180 DTSi
 Bajaj Pulsar 200 DTSi
 Bajaj Pulsar 220 DTS-Fi
 Bajaj Pulsar 220 DTSi
 Pulsar 135LS
 Bajaj Avenger 200 DTS-I
 Kawasaki Ninja 250R
Upcoming Models
 Bajaj Sonic
 Bajaj Discover 150
 Bajaj XCD 125 sprint
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Bajaj Sunny
Bajaj Chetak
Bajaj Cub
Bajaj Super
Bajaj Saffire
Bajaj Wave
Bajaj Legend
Bajaj Bravo
Kawasaki Eliminator EL-175
Bajaj Kawasaki Wind 125
Bajaj Kawasaki 4s champion
Bajaj Kawasaki KB 100RTZ
Bajaj Boxer
Bajaj Caliber
Bajaj Wind
Bajaj CT 100
Bajaj Discover 110cc
Bajaj Discover DTS-i 125cc
Bajaj Pulsar 200 DTSi
Bajaj Pulsar 220 DTS-FI

TIMELINE OF NEW RELEASES
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1960-1970 - Vespa 150 - Under the
licence of Piaggio of Italy
1971 - three-wheeler goods carrier
1972 - Bajaj Chetak
1976 - Bajaj Super
1977 - Rear engine Autorickshaw
1981 - Bajaj m-50
1986 - Bajaj m-80
1990 - Bajaj Sunny
1991 - Kawasaki 4S Champion
1994 - Bajaj Classic
1995 - Bajaj Super excel
1997 - , Rear Engine Diesel
Autorickshaw
1998 - Kawasaki Bajaj Caliber,
Bajaj Legend, India's first fourstroke scooter,
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2000 - Bajaj Saffire
2001 - Eliminator, Bajaj Pulsar
2003 - , 125, Bajaj Pulsar
2004 - Bajaj CT 100, New Bajaj
Chetak 4-stroke with ,
2005 - Bajaj Wave, Bajaj Avenger,
Bajaj Discover
2006 - Bajaj Platina
2007 - Bajaj Pulsar-200 (Oil
Cooled), Bajaj Kristal, Bajaj Pulsar
220 DTS-Fi (Fuel Injection) , XCD
125 DTS-Si
2008 - Bajaj Discover 135 DTS-i sport (Upgrade of existing 135
model)
2009 - Bajaj Pulsar 135(December
9)[5](January) Bajaj XCD 135 cc ,
Bajaj Pulsar 220 DTS-i

PLANTS
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REGISTERED OFFICE – Pune,Maharstra.
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Bajaj Auto's has in all three plants, two at Waluj
and Chakan in Maharashtra and one plant at Pant
Nagar in Uttranchal, western India.
Waluj-Bajaj range of motorcycles and threewheelers
Chakan-Bajaj range of motorcycles and 3wheelers
Pant Nagar-Bajaj range of motorcycles
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AWARDS
Bajaj Pulsar DTS-Fi - Bike of the Year2007CNBC-TV18 Auto
car Auto Awards
Bajaj Platina 100cc - Bike of the Year2007NDTV Profit Bike
India
Mr. Rajiv Bajaj - Man of the year 20052005Autocar Professional
Mr. Rajiv Bajaj - Automotive Man of the year 2005Bike India &
NDTV India
Bikemaker of the Year2006-07Overdrive Awards
Bike Manufacturer of the Year 2006-07NDTV Profit Bike India
In 2006-07, Chakan Plant Super Platinum Award for
Manufacturing Excellence by Frost and Sullivan.
Jindal Stainless Innovation Award in 2004.
BW-NID Design Excellence Award. Bajaj Auto
Website(www.bajajauto.com) bagged the Best Digital Media
Design Awards - 2004.
The Economic times with Avaya Global Connect has instituted
the Customers Responsiveness Award - 2005

LATEST NEWS ABOUT THE
COMPANY
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4-Mar-2009-Bajaj XCD 135 DTS-Si achieves
20,668 units in February 2009
Bajaj Auto acquired 14.51% equity stake in
KTM Power Sports AG of Austria, Europe’s
second largest sport motorcycle manufacturer
for Rs 345 crore
Bajaj & Nissan collaboration.

GLOBAL BAJAJ
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Bajaj is present in over 50 countries all over the globe
Dominant presence in Africa and Latin America with increasing market
share every year
Market leader in 2-wheelers in Sri Lanka, Bangladesh , Colombia and
Central America
772,519 units exported in 2008-09, an increase of over 25% over the
previous year
Largest exporter of three wheelers in the world: 139,056 units exported in
2008-09
SALES
Bajaj November sales zoom 73 percent - 2 Dec 2009
Bajaj two-wheeler sales marginally down - 3 Aug 2009
Bajaj Auto January sales down 31 percent - 2 Feb 2009
Bajaj Auto two-wheeler sales down 33 percent - 1 Jan 2009

DEALER
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The company has a network of 498 dealers and over 1,500 authorised
service centers and 162 exclusive three-wheeler dealers spread across
the country.
Around 1,400 rural outlets have been created in towns with population
of 25,000 and below. The current dealer network is servicing these
outlets.
Bajaj is convinced that the real impetus of future two-wheeler growth
will come from up-country rural India. Bajaj Auto has defined
specialist dealerships for rural markets, called 'Rural Dealerships'.
During the year 2005-06, four new rural dealers became operational.
Bajaj has identified a segment of customers 'Probikers', who are
knowledgeable, appreciative of contemporary technology, they are
trendsetters and very choosy about what they ride.
Hence, Probikers need to be addressed in a meaningful way that goes
beyond the product. Bajaj Auto is in the process of setting up a chain
of retail stores across the country exclusively for high-end,
performance bikes. These stores are called " Bajaj Probiking".
Twenty two such stores have been opened across the India.

Key policies
TPM POLICY
-The Prime Mover Towards Excellence
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Customer focused activities
greater customer satisfactions
SHE PLLICY
- Safety, Occupational Health &
Environmental policy

MARKETING STRATEGY
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The focus of BAL off late has been on
providing the best of the class models at
competitive prices. Most of the Bajaj models
come loaded with the latest features within
the price band acceptable by the market. BAL
has been the pioneer in stretching
competition into providing latest features in
the price segment by updating the low price
bikes with the latest features like diskbrakes, anti-skid technology and dual
suspension, etc.

LISTED
BSE - Code: 500490
NSE - Code: BAJAJAUTO

About Rahul Bajaj
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Name:- Rahul bajaj
Born: August 19,1950
Occupation:- Chairman of bajaj group
Net worth:- US$ 1.1 billion
Political career:- Electe to rajya sabha from maharashtra, with
congcross party support.
Persnal life:- His son rajiv bajaj and sanjiv bajaj are involved in
management of his involved in management of his company.
He was awarded the padmabhushan in 2001.
Under this leadership, the turnover of (3) Under this leadership,
the turnover of the bajaj auto the has gone from rs.72 the bajaj
auto the has gone from rs.72 million to USD 936 million.

MORE DETAILS
E-Mail:
customerservice@bajajauto.co.in
 call toll free no.:1800 233 2453
REFERENCE
 www.bajajauto.com
 www.wikipedia.org

THANK YOU