marketing mix plan & consumer feedback for bajaj bikes”

8/13/2019 Marketing Mix Plan & Consumer Feedback For Bajaj Bikes

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SUMMER TRAININGPROJECT REPORT

ON

Marketing Mix Plan & Consumer Feedback For Bajaj Bikes

Submitted

for the fulfillment of award of Degree of

MASTER OF

BUSINESS ADMINISTRATION

By:

BRIJESH KR. TIWARI

Roll No :1222270011

Session :201214

Faculty Guide Company Guide

Mrs. Meenakshi Srivastav Firoj Khan

(Assit. Professor. MBA Dept. (Area Sales Manager)

PLOT NO 46, KNOWLEDGE PARK 3

GREATER NOIDA


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2013

ACKNOWLEDGEMENT

A project is never the sole product of a person whose name has appeared on the cover. Even

the best effort may not prove successful without proper guidance. For a good project one

needs proper time, energy, efforts, patience, and knowledge. But without any guidance it

remains unsuccessful. I have done this project with the best of my ability and hope that it will

serve its purpose.

First of all I wish to express my indebtness to Mr. Firoz Khan, (area sales manager)for his

valuable suggestions and guidance throughout the project.

It was really a great learning experience and I am really thankful to Mrs.

MeenakshiSrivastav(Faculty ITS), who not only helped me in the successful completion of this

report but also spread her precious and valuable time in expanding my knowledge base.

After the completion of this Project I feel myself as a well aware person about the Research

Procedure and the complexities that can arose during the process. Also I get an insight of the

advertising industry and its effectiveness in promoting sales. Finally, I am also grateful to all

those personalities who have helped me directly or indirectly in bringing up this project report.

BRIJESH KR. TIWARI


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PREFACE

As a student of MBA (Master Of Business Administration) one of the mostreputed professional courses, I have to undergo for the Project Report in the end of the

second sem. The attractive feature of the MBA degree is that along with theory we also

get to have the exposure of the practical environment.

THE TOPIC FOR MY SUMMERTRAINING PROJECT IS:-

Marketing Mix Plan & Consumer Feedback for Bajaj Bikes

The research report revolves around the changes occurred in consumer feedback

of Bajaj Bikes and their effectiveness in getting change in consumer perception about

the brand. The objectives are predefined and the task is to accomplish them.

The study was confined geographically to selected areas of Lucknow. The

potential respondents are the home base consumers and the industrial consumers, who

have commercial use for the product. The whole process during the report is well

planned, the primary data collection is done from the respondents.


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DECLARATION

I BRIJESH KR. TIWARIa student of MBA of ITS ENGINEERING COLLEGE, GREATER

NOIDArespectively hereby declare that the Project Report on Marketing Mix Plan &

Consumer Feedback for Bajaj Bikes is the outcome of my own work and the same has not

been submitted to any other University/Institute for the award of any degree or any

Professional diploma.

BRIJESH KR TIWARI

Roll No, 1222270011


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TABLE OF CONTENTS

Certificate of H.O.D..,......i

Acknowledgement.... ..ii

Preface...........................................................................iii

Declaration........... iv

S.No. Title Page No.

1. EXECUTIVE SUMMARY....................................... 2

2. PROFILE AND INTRODUCTION........................... 4

3. OBJECTIVE 15

4. RESEARCH METHODOLOGY. . 17

5. MARKETING MIX PLAN 21

6. DATA ANALYSIS AND INTERPRETATION............ 52

7. CONCLUSION........................................................ 59

8. RECOMMENDATIONS.......................................... 63

9. LIMITATIONS........................................................ 67

10. SWOT ANALYSIS................................................. 69

11. BIBLIOGRAPHY................................................... 7312. ANNEXURE............................................................ 76


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EXECUTIVE SUMMARY


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EXECUTIVE SUMMARY

The project deals with the 4 ps of marketing. The product chosen for this project is Bajaj

Pulsar of Bajaj Auto India Ltd. The project has undergone following surveys:-

Company survey

Customer survey

Data analysis

Relevant information has been gather from company visit, interacting with the companys

marketing manager and area sales manager concerned. Customer survey also helped us to find

the exact image in the mind of the customer, its value and it preference rates in comparison to

other products. Datas analysis are collected from web-site and analysis were made on the

following datas. In accordance the objective of the project was to study the product

characteristics in regard to its, price, place and promotion.


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COMPANY PROFILE &INTRODUCTION


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CO.PROFILE & INTRODUCTION

The Bajaj group came into existence during the turmoil and the heady euphoria of Indias

freedom struggle. Jamnalal Bajaj, founder of the Bajaj Group, was a confidante and disciple of

Mahatma Gandhi, and was deeply involved in the effort for freedom. The integrity, dedication,

resourcefulness and determination to succeed which are characteristics of the company today,

are often traced back to its birth during those long days of relentless devotion to a common

cause. Kamalnayan, the eldest son of Jamnalal Bajaj, succeeded his father in 1942, at the age of

twenty-seven. Putting the Nation before business, he devoted himself to the latter only after

India achieved independence in 1947. But when he did so, he put his heart and soul into it.

Within a short while, he not only consolidated the group, but also diversified into various

manufacturing activities, elevating the Group to the status it enjoys till this day. Rahul Bajaj

today heads the group. He has been the Chief Executive Officer of Bajaj since 1968 and is

recognized as one of the most outstanding business leaders in India. As dynamic and ambitious

as his illustrious predecessors, he has been recognized for his achievements at various national

and international forums. The Waluj plant inaugurated by the erstwhile President of India

ShriGianiZail Singh. Bajaj is currently Indias largest two and three-wheeler manufacturer and

one of the biggest in the world. Bajaj has long left behind its annual turnover of Rs. 72 million

(1968), to currently register an impressive figure of Rs. 42.16 billion (US$ 936 million).


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Company Philosophy:

We approach our responsibilities with ambition and resourcefulness.

We organise ourselves for a transparent and harmonious flow of work.

We respect sound theory and encourage creative experimentation.

And we make our workplace a source of pride.


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Company Believe In:

Transparency:a commitment that the business is managed along transparent lines.

Fairness:to all stakeholders in the Company, but especially to minority shareholders.

Disclosure:of all relevant financial and non-financial information in an easily understood

manner.

Supervision: of the Companys activities by a professionally competent and independent

board of directors.


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Milestones:

Caliber motorcycle notches up 100,000 sales in record time of 12 months.

June 7th

- Kawasaki Caliber Roll out of Valuf- July 25th

- Legend, Indias first four-stroke scooter

roll out of Akurdi. October 1998- Spirit launched. The Bajaj Super Excel is introduced while Bajaj

Celebrates sale of its ten millionth vehicle.


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International marketing:

Based on our own brand of globalization, we have built out distribution network over 60

countries worldwide and multiplied our exports from 1 percent of total turnover in Fiscal 1989-

90 to over 5 percent in fiscal 1996-97. The countries where our products have a large market

are Argentina, Colombia, Peru, Bangladesh, Sri Lanka, Italy, Sweden, Germany, Iran and Egypt.

Bajaj leads Colombia with 65 percent of the scooter market, in Uruguay with 30 percent of he

motorcycle market and in Bangladesh with 95 percent of the three-wheeler market vehicle.


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Other Information

One million vehicles were produced and sold in this financial year.

Production commences at waluj, Aurangabad in record time of 16 months.

Bajaj auto achieves production and sales of 100,000 vehicles in a single financial year.

Bajaj Auto rolls out its 100,000 the vehicle.

Bajaj Auto obtains license from the Government of India to manufacture two and three-

wheelers.


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Research and Development:

Bajaj Auto has huge, extensive and very well-equipped Research and Development wing

geared to meet two critical organisational goals: development of exciting new products that

anticipate and meet emerging customer needs in India and abroad, and development of eco-

friendly automobile technologies. While the manpower strength of the R & D represents

cross-section of in-depth design and engineering expertise, the company has also been

investing heavily in the latest, sophisticated technologies to scale down product

development lifecycles and enhance testing capabilities. Bajaj Auto R & D also enjoys access

to the specialized expertise of leading international design and automobile engineering

companies working in specific areas.


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TWO- WHEELERS MARKET SHARE

The auto two-wheeler segment has been witnessing a mixed trend in year 2004. During the

first seven months, the scooter volumes dipped and there was a sudden spurt in the motorcycle

sales. However there was some deviation from this trend during October 2001 when the

scooter sales stated picking up due to launch of new variants by Bajaj Auto Ltd., But on the

whole the motorcycle market continued to prop up domestic 2- Wheelers sales whereas

scooters and moped sales maintained their downward trend in fiscal 2004.

The sales of motorcycle segment remained buoyant in Dec 2001 and the major three players

have reported an average growth of 55% in their sales volumes. Bajaj Auto Ltd. Has been the

outperformed in the motorcycle segment followed by Hero Honda Motors Ltd. And TVS Motor

Company Ltd. (formed after the break-off with Suzuki Motor Corporation, Japan)With the

whopping 85% growth in the motorcycle sales Bajaj Auto Ltd. Is the second biggest

manufacturer of motorcycles.

The companys recent indigenous launch in 4-stroke segment viz.; the 150/180 cc

Pulsar has been the major contributor to motorcycle sales alongwith its other popular models

such as Boxer , Caliber Croma etc. the company is also refocusing on scooter sales and has


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launched the 150cc Legend NXT2 and 4-stroke version of Chetak recently. BAL aims to reach

a target of 0.6 million units by the end of fiscal 2004.

Hero Honda has posted a negative sales growth of 8.75% from last month November

2003 which is attributed to lower registrations for new purchases by the customers in the last

month of the year. With the rising rural demand the company is optimistic of reaching the

sales target of 1.4 million units for the financial year ending March 2004-05.


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OBJECTIVES


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OBJECTIVES

1. To study the general business environment & history of Bajaj Auto Ltd.

2. Comparing Bajaj Bikes share in market to Hero Honda & TVs Suzuki Bikes.

3. Analysis of the (Bajaj Bikes) products, pricing, promotion & distribution strategies.

4. SWOT Analysis of the strategy adopted.


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RESEARCH METHODOLOGY


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RESEARCH METHODOLOGY

Research in common parlance refers to a search for knowledge. The purpose of research is to

discover answers to questions though the application of scientific procedures. In short research

is art of scientific investigation.

Research methodology refers to the tools and methods used for obtaining information

for the purpose of the subject under study.

The methodology followed for the purpose of finding customers response was Random

sample survey.

Sample Size: 200 people

Professionals 50

Students 80

Govt.Employees35

Business man 35


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DATA SOURCES

The data was collected from primary as well as secondary sources.

The primary data was collected through interviews with the managers and trainee sales

officer.

Secondary data was collected from articles in various magazines and newspapers and web

sites.

RESEARCH APPROACH

The approach adopted was a survey with the customers visiting the show room.

Companys servicing centre of Lucknowand interview session with the agencys Assistant Sales

manager.

RESEARCH INSTRUMENT

The research instrument used was a questionnaire.

SAMPLING PLAN

Sampling Unit:

1. It constituted of people in the age group of 18 and above.


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2. Income group of 10,000 and above per month.

Sampling Procedure:

The sampling procedure adopted was convenience sampling because of the wide scope of the

project.


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MARKETING MIX PLAN


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SEGMENTATION

Demographic Segmentation:

Income:Our customer survey indicates that the segments available for the Bajaj motor bike

are the people with monthly income of Rs. 10,000 and above.

Age:The main segmented group for the motorcycle are 18 years and above.

Occupation: All kinds of people are taken into account. Students, professionals, Govt.

servants, etc.

Geographic Segmentation:The potential customers for the Bajaj motor cycle are basically

from every regions of India.

Psychographic Segmentation: People purchasing Bajajs bikes are very stylish, brand

conscious.

Behavioral Segmentation: This segmentation is done considering user status, benefit

wise.


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TARGETING

The proposed targeting people in the age group of 18 years and above with a monthly

income of Rs. 10,000 and above, who are adventurous, enthusiasts and socializing and who are

either students or retired individuals or may be employed as professionals, government

servants or having their own business, but mostly male.


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POSITIONING

The image that Bajaj creates in the mind of the customers is the faith. The add shown by it says

HAMARA BAJAJ. That means its a member of the Indian family. It represents the Indian

culture and society.


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PRODUCT

The product offers a service to the customers so as to satisfy their need. The product

provided the Bajaj suites the Indian Roads. And the Indian Consumers have a perception that

the Bajaj provides Genuine products.

The product is perfectly designed and all the switch are well placed, which provides a

good riding condition.

The details of the various bikes provided by the Bajaj are as follows:

1. Eliminator

2. Pulsar- 180

3. Pulsar-150

4. Caliber 115

5. Boxer AT


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PULSAR -150

Pulsar

Specification

Value

Engine Type 4 stroke

Cooling Type Air Cooled

Displacement 143.90cc

No. of Cylinders 1

MaxPower 12bhp

Max Power RPM 8500rpm

Max Torque 10.8Nm

Max Torque RPM 7500rpm

Ignition Type C.D.I
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Carburettor Ucal-Mikuni(DH)

Transmission

Type

5 Gears - All down

Clutch Type Lever operated(Left Hand)

Electrical System 12V

Head Light 35/35 W Clear Lens Type

Horn 12 V DC

Chassis Type Tubular Double Craddle

Front Suspension Telescopic

Rear Suspension Trailing arm with coaxial hydraulic shock absorbers & coil springs 5 Step

adjustable

Front Tyre Size 2.75 x 18 42P

Rear Tyre Size 3.00 X 18 4/6 PR

Front Brakes Drum Brake 130mm or Hydraulic Disc Brake

Rear Brakes Drum Brake 130mm
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Fuel Tank

Capacity

18 litres

Reserve Capacity 3 litres

Wheel Base 1265mm

Saddle Height 780mm

Kerb Weight 132kg

Maximum

Payload

263kg

Max.Speed 100 kmph
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PULSAR -180

Specification Value




No. of Cylinders 1

MaxPower 15bhp


Max Torque 13.2Nm

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Ignition Type C.D.I

Carburettor Mikuni(DJ)

Transmission

Type

5 Gears- One down four up

Clutch Type Lever operated(Left Hand)

Electrical System 12V

Head Light 35/35 W Clear Lens Type

Horn 12 V DC 2 nos.

Chassis Type Tubular Double Cradle


Rear Suspension Trailing arm with coaxial hydraulic shock absorbers & coil springs 5 Step

adjustable

Front Tyre Size 2.75 x 18 42P

Rear Tyre Size 100/90 18 56P

Front Brakes Hydraulic Disc Brake

Rear Brakes Drum Brake - 130mm
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Fuel Tank

Capacity

18 litres


Wheel Base 1265mm

Saddle Height 780mm

Kerb Weight 137kg

Maximum

Payload

268kg

Max Speed 107kmph
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ELIMINATOR

Specification Value




No. of Cylinders 1

Compression Ratio

MaxPower 15.2bhp

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Max Torque 13.7Nm


Ignition Type CDI Electronic

Carburettor Mikuni BSR30

Transmission Type 5 Speed

Clutch Type Wet multi-plate

Electrical System 12V AC/DC

Head Light 60/55W

Horn 12V

Chassis Type Double cradle


Rear Suspension Trailing arm with coaxial hydraulic shock absorbers and coil springs

Front Tyre Size 90/90-17

Rear Tyre Size 130/90-15

Front Brakes Disc

Rear Brakes Drum
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Fuel Tank Capacity 14 litres

Reserve Capacity 2.5 litres

Wheel Base 1460mm

Ground Clearance 165mm

Saddle Height 680mm

Minimum Turning

Radius2.5m

Kerb Weight 157kg

Maximum Payload 130kg

Fuel Efficiency (Ideal) Kmpl

Fuel Efficiency

(Highway)

Kmpl

Fuel Efficiency (City) Kmpl

Max Speed 116kmph

Acceleration

Braking Distance
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CALIBER 115


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Specification Value




No. of Cylinders 1

MaxPower 7.7bhp


Max Torque 0.83Nm


Ignition Type C.D.I.

Carburettor Keihin PC 18 or Ucal-Mikuni VM18SH

Transmission Type 4 Speed Gear Box

Clutch Type Lever operated

Electrical System 12V AC/DC

Head Light 35/35

Horn 12V DC
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Chassis Type Tubular Semi Double cradle

Front Suspension Long Telescopic

Rear Suspension 5-step adjustable

Front Tyre Size 2.75 x 18 Zapper

Rear Tyre Size 3.00 x 18 Zapper

Front Brakes 240 mm ventilated disc brakes

Rear Brakes 130 mm brake drum



Wheel Base 1245mm

Saddle Height 780mm

Kerb Weight 120kg


Fuel Efficiency (City) 65kmpl

Max Speed 95 km/hr with single rider (68kg)kmph
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KAWASAKI BOXER

Specification Value




No. of Cylinders 1

Compression Ratio 9.3

MaxPower 7.7bhp


Max Torque 0.71Nm


Ignition Type CDI
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Transmission Type 4-speed

Electrical System 12 V AC/DC

Head Light 35 / 35 W

Horn 12V DC

Chassis Type Tubular semi- double cradle

Front Suspension Hydraulically damped Telescopic (travel 110 mm)

Rear Suspension Swing arm hydraulic shock absorber with coaxial spring

Front Tyre Size 2.75 x 18 4PR

Rear Tyre Size 3.0 x 18 4PR/6PR

Front Brakes Shoe

Rear Brakes Shoe


Reserve Capacity 2.8 litres

Wheel Base 1215mm

Ground Clearance 150mm

Saddle Height 780mm
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Minimum Turning Radius 1.86m

Kerb Weight 113kg


Fuel Efficiency (Ideal) 91kmpl

Max Speed 95kmph
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PRICES

Pricing is an important component of marketing mix of firm. Determining the prices of different

products of a firm is a very difficult task of the marketing manager. Price denotes money value

of a product. It represents the amount of money for which a product can be exchanged. In

other words, prices represents the money which the buyer pays to the seller for a product price

represents the exchange value of goods and services in terms of money. Price is all around.

Price factor has very well been touched by the manufactures. The manufactures (Bajaj)

are charging very comparatively cheaper prices then their competitors. The pricing strategy of

the company is very set. They price their product according to the cost of production and also

by keeping an eye on the price of the competitors of that segment & demand of the product in

the market.

The pricing stratigies adopted by bajaj auto Ltd:


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Competitive Pricing

The management of a firm decide to fix the price at the competitive level. This method

is adopted by bajaj auto because the bike market is highly competitive.


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THE PRICE LISTS OF THE VARIOUS BAJAJ BIKES ARE AS FOLLOWS:

PRICE LIST FOR PULSAR 180

City Ex Show Room Price (Rs.) On Road Price (Rs.)

GKP 58580 61780

PRICE LIST FOR PULSAR 150

City Variation

Ex Show Room Price

(Rs.)

On Road Price (Rs.)

GKP Base Model 55540 58740


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PRICE LIST FOR ELIMINATOR


GKP 65650 70650

PRICE LIST FOR CALIBER 115

City Variation

Ex Show Room Price

(Rs.)

On Road Price

(Rs.)

GKP

Base Model with Drum

Brakes

38470 41470

PRICE LIST FOR BOXER AT


GKP 31400 34100


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PROMOTION

Promotion is an important part of marketing mix of a business enterprises. It is spark plug of

the marketing mix. Promotion is the process of communication with the potential customer

involving information, persuasion and influence. It includes all types of personal or inpersonal

communication with customers as well as middleman in distribution. The purpose of

promotion is to inform, persuade and influence the prospective customers. Personal selling,

advertising, publicity and sales promotion are widely used to inform the people about the

availability of product and create among them the desire to buy the products.

The words of E.L. Brink and W.T. Kelly promotion is the coordination of all seller

initiated affords to setup channels of information and persuasion to facilitated the sale of a

product or service or accepted of an idea.

The various promotional activities adopted by the Bajaj Auto Company.

The company has 100crore rupees for its promotional activities out of which 75% is

sponsored by the company and 25% from the dealers.

They may sign a celebrity for its promotional activities in recent futures.


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The company provides six free services to its customers in comparison to its

competitors.

The company provides good services facilities to its customers through dealers service

station.

Dealers encourage its customers by giving discount, providing 0% interest loan schemes,

prices, coupons etc.


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The various promotional activities adopted by bajaj bikes are as

follows

Credit & finance schemes

Free services to the consumers

Advertisements on Televisions, Newspapers, Magazines

Road Shows

Free trials for the new consumers

Credit & Finance Schemes Provided By Bajaj

Bajaj provides schemes for

New vehicles

Used vehicles

LOOKING FOR A BRAND NEW BAJAJ

Bajaj Auto Finance Ltdoffers the best deals on new Bajajvehicles. Check out Bajaj schemes for

Motorcycles and Step.

They have a variety of schemes to suit your requirements. These include:

Margin Money schemes

Advance EMI schemes

Low down-payment schemes


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Security deposit linked schemes

0% Interest schemes

Contactthe Bajaj Auto Finance Ltdoffice in your city to know about the Special Schemesthey

announce from time to time.
http://www.bajajautofinance.com/contacthome.htmhttp://www.bajajautofinance.com/contacthome.htmhttp://www.bajajautofinance.com/contacthome.htm


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LOAN FOR USED VEHICLES

Not ready to invest in a new two-wheeler? We offer finance options for used vehicles too.

We can also assist you by showing you some used vehicles to choose from.

To take a look at these vehicles,contact theBajaj Auto Finance Ltdoffice in your city.

PLACE

There are about many regional offices located in major cities through out the country.

There are more than 10,000 dealers through out the country.

For the product distribution the company distributes its products through authorized

dealers.

The variety products are easily available in showrooms.
http://www.bajajautofinance.com/contacthome.htmhttp://www.bajajautofinance.com/contacthome.htm


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FINDINGS

Company:

Companies data shows that the company produces approximately 1,11,000 vehicles per

month. Out of which they sells 60,000 motor cycles per month.

The company has more demand of its product in western region.

The company has 21 regional offices throughout India out of which 10 contains training

centres.

The main objective of these offices is to pay emphasis to human resource development and

provide good services to its customers.


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Customer:

The results from customer survey are as follows:

1. Customers prefer because of their fuel efficiency.

2. Customers prefer because of their performance.

3. Customers prefer because they are value added product.

4. Customers also prefer because they are stylish.


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Surveyed made by different class wherein ; 39%students, 25%professionals, 18%Govt.employee

and 18% Businessman.

75% People own bike whereas 25% dont have any bike, of course some of have scooters.

25%

40%

17%18%

Surveyed by Different class.

Professionals Student

Govt.Employee Business man

75%

25%

Do you have any bike?

YES NO


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Herohonda is the first preference of thecustomers with 48%,whereas bajaj28%,Suzuki

12%,Yamaha8%.

60% people are very much satisfied with the Bajaj bikes specially with the Bajaj pulsar ,whereas

40% are not satisfied.

48%

28%

12%8% 4%

Which Bike (specify)?

Hero Honda Bajaj Suzuki Yamaha Others

60%

40%

Satisfaction level ofcustomers of Bajaj Bike?

Yes No


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44% people likes it body built, whereas 22% like looks, 17% likes styles and 11% likes because of

others features like Robustness, power, mileage, etc.

Word of mouth is the most affected media with 60%, whereas television25%, print media5%

and sellers effort 10%.

22%

44%

17%

11% 6%

Physical appearance of Bajajbikes .

Looks Body Built Style

Robustness All of them

60%25%

5%10%

Media that affectsPreferences of the

customers.

Word of Mouth Television

Print Media Dealers Effort


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70% people says prices affect the consumer preferences, whereas 30 % people says it does not

matter if quality of bike is best.

58% consumers prefer cash purchasing, whereas 42% people prefer through finance.

Finance is the one most imp. Reason that increases the consumption of bikes.

70%

30%

Does prices affect yourPreferences?

Yes No

58%

42%

Mode Of Payment that ispreffered by customers.

Cash Finance


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CONCLUSION


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CONCLUSION

Our findings reveals that there is a great amount of market potential for bikes in Lucknow

City.

The findings also reveals that it is a competitive market, so the innovation theory is always

appreciable.

As it is a speciality goods. So the customer needs time to study the product as a whole in

respect to its performance, efficiency etc. so the staff should be well trained.

The company should encourage more dealers who would give more emphasis in services of

the product. It will be easy for the customers when required.

Above all the image of the product is that its is a value added product and it has value for

money. It represents the Indian culture

Of course Hero honda has a great market share but after coming pulsar in the market, it has

been a great popular bikes amongs youngsters.

Service centre is less in comparison to Herohonda service centre.

Satisfaction level is very much with Bajaj Pulsar but other class of Bajaj Bikes need more

Improvement.

0% finance facility providing for customers is a good step by company , it also helpful in

increases market share of Bajaj Bikes.


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RECOMMENDATIONS


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RECOMMENDATIONS

Mileage is the one factor thats affect the consumer preference with Bajaj pulsar.

So company should be think it ,to increase the mileage.

Service center is less, it is an other factor that customer think, so no. of services

centre should be increased.

Prices is little costly of bajaj pulsar, it should be less, then it will helpful to increase

the market share of Bajaj pulsar.

There should be less paper formality in purchasing by finance.because it makes the

lenthy process and consumer frustration increased.

Techonology should be more improved .

Consumers are attractive towards different schemes, so company should bring some

attractive scheme.

Service after Sales is one major factor that retain the consumers loyalty, so company

should be more focused on it.

A little changes is required in Bajaj pulsar, like size. Then it will helpful to attract

every class of customers.


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LIMITATIONS


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LIMITATIONS

1. The primary data collected is restricted to only one company in Lucknow.

2. The secondary data is limited to the articles in magazines, newspaper and web sites.

3. The responses to the customer questionnaire may have been biased.

4. The responses to the industrial questionnaire may have been biased.


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SWOT ANALYSIS


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SWOT ANALYSIS

Strength:

It is a specialty good.

It is a high involvement product.

It is a durable goods.

Well equipped and trained staff.

Easy availability of spare parts in the market

Weakness:

Regional office should be located in mid of Lucknow.

No promotional activities by celebrities.

Opportunity:

Since it is the second leading competitor it has chance to grow.

High growth rate of the industry.

Encouragement of innovation theory.


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Threat:

The main threat is from the leading competitor.

Entry of Foreign motors bikes in the market.

Threat of second hand motorcycles.


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BIBLIOGRAPHY


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BIBLIOGRAPHY

1.Articles from news papers and leading auto magazines

(Times Of India, Hindustan Times, Auto India etc. )

2.Press releases of the company.

Business magazines (Business world) etc.

3.Web site of the company

www.Bajajauto.com

4.REFRENCES:

1.Research methodology by C.R.KOTHARIcapter-3

2.Marketing management by Philip kotlerchapter-5

Seventh edition
http://www.bajajauto.com/http://www.bajajauto.com/http://www.bajajauto.com/


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ANNEXURE


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QUESTIONNAIRE

Name: ADDRESS:

Occupation: AGE:

Professional Govt. Servant

Student Business Man

Family Income:

Less than 10,000 10,000

More than 10,000

QUE.1.Do you have bike?

A . Yes B. No

QUE.2. If yes specify?

A . Hero Honda b. Bajaj C. Suzuki D. Yamaha

QUE.3. Are you satisfied with the Bajaj bike ?


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A. Yes B. No

QUE.4.What physical features made you prefer BAJAJ BIKES?

LOOKS

BODY BUILT

STYLE

ROBUSTNESS

ALL OF THEM

QUE.5: What media affected your preference the most?

WORD OF MOUTH

TELEVISION

PRINT MEDIA

DEALER EFFORTS


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QUE. 6: Did price affect your preference?

QUE. 7: What mode of payment did you prefer?

QUE.8.Do You want any modification in any bike ?

YES

NO

CASH

FINANCE

marketing mix plan & consumer feedback for bajaj bikes”

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