Report on Rmt

Topics: Bajaj Auto, Bajaj Pulsar, Bajaj XCD Pages: 3 (866 words) Published: May 11, 2013

Marketing strategy
•Has relied on line stretching instead of offering products with price steps •Example: Offers the Pulsar 180cc and Pulsar 220 cc at the higher-end of the premium segment and the Pulsar 135cc at the lower end of the premium segment leveraging an established existing brand (i.e. Pulsar 150cc); offers the Discover 150cc at the lower end of the commuter-premium segment stretching the Discover 100cc brand; offers the Platina 100cc in the entry segment and the Platina 125cc in the Executive sement Dealership

Bajaj Auto has a network of 452 dealers and over 1,300 authorised service centres. In an effort to widen its reach, the company continued with the process of appointing new dealers, especially in the smaller C and D category of towns

The process of rationalising the vendor base continued during the year. By aggregating purchases of original equipment (OE) items, the company will end up having an OE vendor base of around 180. This will give vendors larger orders, help reduce average costs and offer better terms to Bajaj Auto.

Product mix:-
BAL has bikes for all the market segments. It has Entry level commuter segment bike as CT 100 & Discover 100 cc. Discover 100 cc was launch from BAL to eat into the market share of Hero Splendor and Hero Passion.  It has Deluxe commuter bike as Discover 125 & 135 cc. Discover features a many extra features as tubeless tyres, digital console, and disc brake and is cheaper than Hero Passion , Honda CB Twister. Pulsar 135 & 150 cc forms the Stylish commuter bike for BAL. Its design is copied from CBF125 present in European market and is targeted to youth of the country. It has Avenger for Sporty commuter which is almost as powerful as Hero CBZ Xtreme and gives a close fight to Hero CBZ extreme, Hero Hunk and TVS Apache RTR 160. Pulsar 200& 220 cc forms the Premium Commuter segment which is priced above 80 thousands and is for bike enthusiasts.

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