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Bajaj RE60
A study on acceptability of RE-60 among
rickshaw commuters
Overview
• Cost effective
• Most fuel-efficient vehicle on the
planet
• Innovation in design and functionality
• Five years after Bajaj Auto
showcased its ‘small car’ at the 2008
Auto Expo
AIM
• To capture the attention of the
‘rickshaw’ market
• Cheap form of transport, both for
private use and for hire
SCOPE
• Next potential rickshaw
• Affordable pricing
• Tapping the untapped
• Increasing demands from people and the nuisance
of climate in recent times
Vehicle Summary
• Name: RE60
• Car Type: Hatchback
• Top Speed: 70 Kmph
• Fuel Efficiency: 35 kmpl
• Price : Rs 1,10,000 to Rs 1,30,000/-
• ENGINE SPECIFICATIONS
– Displacement: Four-valve DTSi
– Engine Type: Petrol
– 200 cc engine
– Maximum Power: 20 Bhp
• OTHER SPECIFICATIONS
– Seating Capacity: 4
– Turning Radius: 3.50 mtrs
– Steering: No Power Steering
– Gears: 4 Manual
– Weight: 400 kgs
Segmentation
• Geographical Segment
• Based on income
• Psychographic segmentation
• Existing rickshaw drivers
Targeting
• Rickshaw Drivers
• Rickshaw Rentals
Positioning
• The modern rickshaw
• Environment friendly
• Safe transport
Marketing mix
• PRODUCT
– Replacement for a 3 wheeler
– Small in size and thus apt for the Indian
markets
– Fuel efficient, lower emissions,
attractive design, upgraded features,
safety & after sales services
– Parking space
• PRICE
– Affordable cost
– Pricing done between the 3 wheeler
auto rickshaws and Tata Nano
• PLACE
– Penetration into urban as well as rural
markets
– Higher reach because of the already existing
dealerships and Bajaj showrooms
• PROMOTION
– Exchange Policy
– In Film Marketing
SWOT
• STRENGTHS
– Brand Image
– Cheap and environment friendly
– Fuel efficient
– Safer and more comfortable than rickshaws
• Weakness
– To convince potential buyers and rickshaw
drivers
• Opportunities
– A huge segment and target of 5 million existing
rickshaw drivers
– Available in 3 variants – Petrol, LPG and CNG
• Threats
– Tough competition
– People’s mentality towards change
COMPARISION
FEATURES Bajaj RE60 Bajaj Rickshaw
Variants 3 2
Price Rs 1.1- 1.35 lakhs Rs 1.0-1.3 lakhs
Fuel efficiency 30-32 kmpl 20-22 kmpl
ENGINE
Displacement 200 cc 145.45 cc
Top speed 70 km/hr 60 km/hr
Proposed Marketing Strategies
• Extensive marketing approach through TV
commercials & print media
• Tapping the rickshaw and taxi market through
attractive exchange & finance schemes
• Test drive at gas stations
• Rickshaw race
Group members
Name Roll
Murtaza Indorewala 67
Nirmal Desai 72
Sameer Siddiqui 84
Saurabh Shetge 88
Smruti Jadhav 105
Varsha Sukhramani 119

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Bajaj RE60 ppt

  • 1. Bajaj RE60 A study on acceptability of RE-60 among rickshaw commuters
  • 2. Overview • Cost effective • Most fuel-efficient vehicle on the planet • Innovation in design and functionality • Five years after Bajaj Auto showcased its ‘small car’ at the 2008 Auto Expo
  • 3. AIM • To capture the attention of the ‘rickshaw’ market • Cheap form of transport, both for private use and for hire
  • 4. SCOPE • Next potential rickshaw • Affordable pricing • Tapping the untapped • Increasing demands from people and the nuisance of climate in recent times
  • 5. Vehicle Summary • Name: RE60 • Car Type: Hatchback • Top Speed: 70 Kmph • Fuel Efficiency: 35 kmpl • Price : Rs 1,10,000 to Rs 1,30,000/-
  • 6. • ENGINE SPECIFICATIONS – Displacement: Four-valve DTSi – Engine Type: Petrol – 200 cc engine – Maximum Power: 20 Bhp • OTHER SPECIFICATIONS – Seating Capacity: 4 – Turning Radius: 3.50 mtrs – Steering: No Power Steering – Gears: 4 Manual – Weight: 400 kgs
  • 7. Segmentation • Geographical Segment • Based on income • Psychographic segmentation • Existing rickshaw drivers
  • 9. Positioning • The modern rickshaw • Environment friendly • Safe transport
  • 10. Marketing mix • PRODUCT – Replacement for a 3 wheeler – Small in size and thus apt for the Indian markets – Fuel efficient, lower emissions, attractive design, upgraded features, safety & after sales services – Parking space
  • 11. • PRICE – Affordable cost – Pricing done between the 3 wheeler auto rickshaws and Tata Nano
  • 12. • PLACE – Penetration into urban as well as rural markets – Higher reach because of the already existing dealerships and Bajaj showrooms • PROMOTION – Exchange Policy – In Film Marketing
  • 13. SWOT • STRENGTHS – Brand Image – Cheap and environment friendly – Fuel efficient – Safer and more comfortable than rickshaws • Weakness – To convince potential buyers and rickshaw drivers
  • 14. • Opportunities – A huge segment and target of 5 million existing rickshaw drivers – Available in 3 variants – Petrol, LPG and CNG • Threats – Tough competition – People’s mentality towards change
  • 15. COMPARISION FEATURES Bajaj RE60 Bajaj Rickshaw Variants 3 2 Price Rs 1.1- 1.35 lakhs Rs 1.0-1.3 lakhs Fuel efficiency 30-32 kmpl 20-22 kmpl ENGINE Displacement 200 cc 145.45 cc Top speed 70 km/hr 60 km/hr
  • 16. Proposed Marketing Strategies • Extensive marketing approach through TV commercials & print media • Tapping the rickshaw and taxi market through attractive exchange & finance schemes • Test drive at gas stations • Rickshaw race
  • 17. Group members Name Roll Murtaza Indorewala 67 Nirmal Desai 72 Sameer Siddiqui 84 Saurabh Shetge 88 Smruti Jadhav 105 Varsha Sukhramani 119