Brand audit - Bajaj Auto

Section A Group 9
Ajay Bharthi FT12306
Harendra Singh FT12127
Kushagra Prasad FT12227
Rohit Agarwal FT12351
Tushar Arora FT12168

 India’s Largest 2-wheeler and 3-wheeler Company
 Bajaj Group was founded in 1926 by Sh. Ganshyam
Das Bajaj
 Bajaj Auto was started on Nov 29 , 1945 as M/s Bachraj
Trading Corporation ltd.
 Its Net Sales worth Rs. 88.11 Bn
 Its production capacity 3.96 Mn per year
 It has tie up with many international players

Section A; Group 9 4/8/2012 2

 The evolution of the brand elements:


 Was launched in 2001
 Pulsar is leader in the
150 cc + segment in
India
 Has Market share of 43%
 It’s Tag Line : “Definitely
Male “
 Comes in 150, 135, 180 ,
200 , 220 variants


 Was Launched in 2004
 It is the Highest selling
125 cc bike in India
 It comes in 100cc and 135
cc variants
 Its Tag line “Last
Temptation “
 It’s the Only Brand to
have a Brand
Ambassador


STRENGTH WEAKNESS
Extensive R&D focus. Has no significant brand in commuter
segment.
Legacy of Brand name.
Not a well established global brand in
Widespread distribution network.
spite of great sales volume.
Product design capability.
Great finance support.
SWOT
OPPORTUNITY THREAT
Can use the existing R&D to introduce Competition with new innovations.
new model. Margin squeezes from all the directions.
Expand operations in foreign countries. Tough competition from foreign as well as
domestic players.


 Brand Bajaj has
undergone several
modifications, the
evolution of the brand is
as follows
 Hamara Bajaj
 Inspiring Confidence
 Distinctly Ahead


 Tagline coined by Alyque Padamse.
 Portrayed Bajaj as a family Brand.
 The jingle struck a cord with the Indian Audience.
 Bajaj Chetak ruled the Indian market in the 70’s till
90’s.


 The change in the identity was done in order to stay
abreast of the paradigm shift in the Indian Audience.

 The Brand essence for the new Bajaj had been defined
as "Excitement“.

 Bajaj promised to live its essence thru a set of five
Brand Values of Learning, Innovation, Perfection,
Speed and Transparency.

Flying B also Flying B
denotes the represents
strong style and
heritage of technology.
Bajaj

Script Color Blue
font Represents
means Bajaj in bold and strength
moving capitals signify
ahead precision
engineering

 Bajaj Auto guided philosophy articulated as "Distinctly
Ahead", by which it would chart its strategy for the
future

 Distinctly Ahead comprises of three core values Speed,
Innovation and Perfection

 This advertisement was conceptualized by Mr. R.
Balki, National Creative Director, Lowe.

Value for money 7.57

Stylish 7.2

High Quality 6.97

Exciting & thrilling 6.78

Reliable 7.49

Economical 7.46

Contemporary 7.08

Masculine 7.43

0 1 2 3 4 5 6 7 8 9 10


 The Brand Salience of Bajaj according to the CBBE
model is Masculine, the rating that we got through the
survey was 7.43. This rating suggests that customers
identify Bajaj as a brand and are familiar to it.


 The Brand Image of Bajaj according to the CBBE
model is Contemporary, Economical, and Reliable.
The rating that we got through the survey was
7.08, 7.46, and 7.49 respectively. These rating suggest
that Bajaj holds a good Brand Image in the minds of
the customer.


 The Brand Image of Bajaj according to the CBBE
model is Exciting and Thrilling, High Quality, and
Stylish. The rating that we got through the survey was
6.78, 6.97, and 7.2 respectively. These rating suggest
that the first two attributes there is a definite
requirement of improvement whereas in the third
attribute, Bajaj should be abreast with the changing
customer demand.


 The Brand Resonance of Bajaj according to the CBBE
model is Value for Money. The rating that we got through
the survey was 7.57. These rating suggest that Bajaj holds a
good Brand Resonance in the minds of the customer.
 Another notable attribute is the change in the perception
in the minds of the customer about Bajaj.

Family Brand Personal Brand (80.3%).

 Many Consumers now feel that Bajaj has moved from a
Family Brand to a Personal Brand. This further increases
the resonance that the customers feel for Bajaj.


Choice 7.22

Uniqueness 6.95

Maintainance 7.23

value for money 7.57

Affordability 7.3

Free Check-up Camps 5.84

MTV Stunt Mania 6.92

Road Shows 5.57

Masculine 7.43

Stylish 7.47

Macho 6.92

Indian 9.15

Definitely Male 7.7

0 1 2 3 4 5 6 7 8 9 10


 Through our survey, we received the feedback
regarding the effectiveness of certain activities. The
ratings are:
 Road Shows 5.57
 MTV Stunt Mania 6.92
 Free Check-up Camps 5.84
 These ratings suggest that there is a necessity to
improve in the events related to Road Shows and Free
Check-up Camps. The above figure clearly shows that
the customers are not satisfied with the current events.


 Bajaj does not have any celebrity endorser for their
Brand. This aspect was taken into consideration while
preparing the survey
 Some of the respondents believe that Bajaj should
endorse celebrities. So we suggest that Bajaj should
try endorsing Celebrities and tap into the aspirational
quotient of its customers.
Should Bajaj endorse Celebrities
Yes they should No they should not

28%

72%


 Very Strong Brand Architecture
 ‘Humara Bajaj’ campaign
 The campaign always brings the feeling of ownership to the
consumers
 The famous Bajaj ad campaign which was started in 1989
 The campaign is revived time to time and still continues.
 Now when the Bajaj has changed its product line completely
from scooter to motorcycle the campaign still remains the same
 It says, “badal rahe hai hum yaha” – “Humara Bajaj”
 Proud Indian MNC
 Grow with us
 Culture of Empowerment
 Superior “Quality of Life”


Bajaj Auto

Commercial vehicles 2-Wheeler

Goods Carrier Passenger Carrier

Entry Level Mid level Performance

Pulsar
Platina 100 cc & 125cc DTSi Kristal DTSi XCD 135cc DTSi Discover 100cc, 125cc & 150cc 135LS, 150cc, 180cc, 220cc Avenger 220cc DTSi
DTSi


Central Value

Beliefs and Core Values

Humara Bajaj

reliable * staus image *
comfortable * strong * Expressive

trustworthy Benefits

Let me saves money * good average * Functional
good service centres * low Features & Attributes
maintainance *


 Bajaj auto announced a decision that the company will
not be using the corporate brand Bajaj for any of the
motorcycles produced by the company
 Instead, the bikes will sport individual brand names
and Bajaj Auto will be a garage of independent brands

House
Branded
of
House
Brands


 Expansion into the Brazilian motorcycle market
through the launch of Bajaj Pulsar & Bajaj Discover
motorcycles.
 Expansion into European market through the launch
of a new motorcycle in JV with KTM bikes.
 Expansion into the Indian 4-wheeler segment with
the launch of a new small car with partnership with
Renault and Nissan.


 Next phase of transformation - that of being ‘Distinctly
Ahead’.
 It means that every offering to the customer should be
distinctly ahead of the competition
 Innovation, perfection and speed.
 Bajaj, which was once well known, famous and sold as a
family vehicle, gradually has evolved into a two wheeler
which offers excitement, experience and enhanced
technological excellence etc
 Instant brand recall
 Now entering into new sector of 4-wheeler with bringing in
low cost car in competition to Tata Nano


Brand audit - Bajaj Auto

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