An Industrial visit report

On
BAJAJ AUTO LTD
On
Marketing mix.
DECLARATION
I undersigned Mr. the student of Third Year B.B.A. hereby
declare that the project work presented in this report is my own
work and has been carried out by the Guidance of

This work has not been submitted to any other University on

any other Examination.

Date:
Place:

Signature
ACKNOWLEDGEMENT
It is really a pleasure for me to prepare a report at this stage,
it is my sincere they to thank all those who helped me directly or
indirectly during my training process.

First of all I would specially like to thanks our

Lr.Nirav.S.Joshi for my training in Rajarshi Auto Deals Pvt. to
know about Marketing Strategies of Bajaj Auto Ltd.

After I would like to thank Executive to Rajarshi Auto Deals

Pvt. Ltd. Rajkot, for granting me permission for my practical
training. I am very thankful to Mr. Shwetal head of service
department for his valuable guidance, co-operation and sparing his
valuable time also.

At last but not lease I like to thanks my friends & family

members for their encouragement during the training period.
PREFACE
Industrial activity plays an important role in overall economic
development of the developing country like India. Industrial Visit
is a part of practical training contained in B.B.A. course.
B.B.A. is a special course of management, where the
management knowledge is given during the year and which is more
related with the practicability of it in the managerial field.
So, I am very please to get a chance to visit Rajarshi Auto
Deals Pvt. Ltd. and made the report on new marketing strategies of
Bajaj Auto Ltd.
THE COMPANY
The Bajaj Group can into existence during the turmoil and the
heady euphoria of Indias freedom struggle. Jamanlal 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 characteristic 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 Jamanlal 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 recognised as one of
the most outstanding business leaders in India. As dynamic and
ambitious as his illustrious predecessors, he has been recognised
and international forums.

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).
 Management Profile
Bajaj Auto Ltd. is ably managed by a team of seasoned professionals:
Rahul Bajaj Managing Director
J. Sridhar Company Secretary
R. A. Jain Executive Director
Madhur Bajaj Vice Chairman
D. S. Mehta Wholetime Director
Rajiv Bajaj President
Sanjiv Bajaj Vice President (Finance)
Ranjit Gupta Vice President (Insurance)
N. H. Hingorani Vice President (Materials)
P. B. Menon Vice President (Projects)
R. L. Ravichandran Vice President (Business Development & Marketing)
C. P. Tripathi Vice President (Waluj)
Niladri Banerjee General Manager (Corporate Affairs), Delhi
Ramesh Bhargava General Manager (International marketing)
K. P. Chander General Manager (Machine Tool Division), Waluj
Kevin DSa General Manager (Finance)
R. V. Govind General Manager (Product Engineering)
Arvind Gupta General Manager (Manufacturing Engineering)
R. S. Gupta General Manager (Motorcycle Project Team), Waluj
N. V. Iyer General Manager (Engineering Support)
Anil G. Khopkar General Manager (Management Information Service)
G. B. Laddha General Manager (Finance)
Shrikant Marathe General Manager (R & D)
N. G. Maengane General Manager (Motorcycle Division), Waluj
K. P. Nair General Manager (Quality Assurance)
C. K. Rao General Manager (Marketing Three Wheelers)
V. M. Rao General Manager (Akurdi)
P. K. Rath General Manager (Chakan)
S. R. Rage General Manager (Maharashtra Scooters Ltd.)
D.K. Sharma General Manager (Production), Akurdi
HISTORY, GROWTH & DEVELOPMENT OF
RAJARSHI AUTO DEALS PVT. LTD.
The foundation of Rajarshi Auto Deals Pvt. Ltd. was in 1998
in Rajkot. The Rajarshi Auto Deals Pvt. Ltd. is a partnership firm.
The main partners are

1. Mr. Vipulbhai Kothari.

2. Mr. Shieetalbhai Kothari.
3. Mr. Jeetubhai Patel.
4. Mr. Ajitsinh Jadeja.

Rajarshi Auto Deals Pvt. Ltd. was started in 1998 with 3

crore Rs. of investment approximately. Now Rajarshi Auto Deals
Pvt. Ltd. value and goodwill is increase.

As a dealer of Bajaj Auto Ltd. Rajarshi Auto Deals Pvt. Ltd.

has been working in Rajkot science four year with good selling
performance.

History is the main principle of Rajarshi Auto Deals Pvt.

Ltd. and they dont charge even a single rupee more than with the
liking and performance of the customer.

Today the Bajaj Auto Ltd. offer a unbeatable range of

motorcycles to suit possible need of customer by featuring the
latest technology of manufacturers of the highest quality standard.

The Rajarshi Auto Deals Pvt. Ltd. believes in discipline,

faith hardwork, success, and Rajarshi Auto Deals Pvt. Ltd.
already proved their believer.
 PROJECT AT A GLANCE
Name of the Unit : Rajarshi Auto Deals Pvt. Ltd.
Address of the Unit : Rajarshi Auto Deals Pvt. Ltd.
Phone No : (0281) 374496, 375730, 375731
Registered Office : Rajarshi Auto Deals Pvt. Ltd., Nr.
Malaviya College
Name of the Managing : Vipulbhai Kothari
Director
Name of Marketing : Chandrakant R.
Manager
Name of the Finance : Tarvlata Makwana
Manager
Form of Organization : Dealership
Years of Establishment : 1998
Nature of Project : Consumer Durable
Dealership of : Bajaj Auto Ltd.
Head Office : Bajaj Auto Ltd., Akurdi, Pune,
Maharashtra, India.
Ph.: 7472851
Fax: 7407392
INTRODUCTION
Marketing mix is the bridge that diminishes the gap between
the product and consumes without marketing all production
activities would be fulfill. Therefore more production is not
enough. It is equally important to make the consumer aware of the
goods produced. After the consumer importance to distribute the
goods to all prospective consumers. But the marketing activities do
not here. The view and ideas of the consumers are taken into and
the product is to be changed according to the consumers needs.
Thus the sum total of all the activities undertaken to satisfy the
consumers wants and demands constitutes the activities of
marketing.

Marketing is comprehensive firm and it includes all resources

and a set of activities necessary to direct and facilities to direct the
flow of goods and services from product to utility consumer in the
process of distributing. In other words marketing comprises of all
the activities involved in the determination and satisfaction of
consumer needs at a profit. Thus marketing encompasses all
activities of exchange conducted by producers and middleman in
commerce for the purpose of satisfying consumer demand.

In marketing planning, marketing information is used to

assess the situation specific marketing targets are selected in the
form market segments for each segment of market a combination
of a number of devices or types of marketing activities that are

Coordinated into a single management programs to reach a

particular target or market segment is formulated. The combination
of these marketing methods or devices is known as the marketing
mix.
 Thus marketing mix is the set of marketing goals that the firm
used to pursue its marketing objectives in mix goals can be
classified as under down heads. There are.

1. Product.
2. Price.
3. Promotion.
4. Place.
5. People.
These are popularly known as the five P's of marketing mix.

PRICE MIX
PRODUCT MIX Pricing Obj
Product Variety
Pricing Policy
Product Line
Price List
Design
Discount
Features
Allowance
Brand Name
Credit Terms
Packaging
Services
Warranties

MARKETING
Marketing
STRATEGY
Strategy
(MIX)
(Mix)

PROMOTION PLACE MIX

MIX Channel of
Sales Promotion Distribution
Advertising Physical
Sales Force Distribution
Personal Selling
PRODUCT MIX
A product is a bundle of physical services
and symbolic particulars expected to yield
satisfaction or benefit to the buyer.

- Philip Kotler
INTRODUCTION
Product is the pivot around which all the marketing
selectivities revolve without product, all the marketing activities
become useless. People satisfy their needs and wants with
products. Product can be defined proudly to cover anything that
can be offered brings to someone to satisfy a need or want
normally, the ward product brings to mind a physical object such as
on automobile, a television or a soft drink. We normally use the
expression product and services but in thinking about products,
their importance lies not so much in owning them as in using them
to satisfy our wants.

Manufacturers get into a lot trouble by paying more attention

to their physical product then to the services produced by these
products. The marketers job is to sell the benefits or services built
into physical products rather than just describe their physical
features.

Product mix is the set of all the products line and items that a
particular server offers for sale to buyer the product mix covers the
following points.
 (A) Product Variety
Product variety include the types of product which a
company produces. They may before the same consumers or for
different consumers. In other words, the different products may
satisfy similar needs or different needs for e.g. A company
manufacturing soap for both these product satisfy the same needs
e.g. cleaning etc. But if the same company starts manufacturing
their oils than this product has a totally different segment of
consumer. There fore the company will have to all write its
marketing strategy in order to reach this particular segment of
consumers.

The product variety (line of Bajaj Auto Ltd. are as

follows.)
Scooter Bikes
1. Super 1. Boxer
2. M-80 Major 2. Caliber Croma
3. M-80 Major 4-Strock 3. Aspire
4. Spirit 4. Caliber 115
5. Saffire 5. Pulsar
6. Legend NXT 2 6. Wind 125
7. Chetek 4-Strock 7. Eliminator
8. Wave 8. Discover
9. C.T.100

(B) Design
Reflect the outlook of the product. Design reflects the
features of the product which make it different from other products.
Designing a product is a specialist job. Various aspects of the
product are to be kept in mind while designing a product. These
may include product differentiation, features, characteristics,
performance, durability, reparability, style etc.
 Design is the interacting force with all the features as its
parameters. The design has also to keep in mind the capital
allocated to designing from the companies point of view, a well
designed product would be pleasant to look at easy to open, install
learn now to use repair and despose etc. The designer has to take
all target market and weights the different benefits and costs.

(C) Features
The term features refers to those inherent characteristics of
the product which makes it different and unique from the other
products. In other words features means any special point
differentiating that particular from other product.

Features are characteristics that supplement the products

basic functioning most products can be offered with varying
features. The starting points is stripped down or base version by
adding extra features each feature has a change of capturing the
dance of additional buyers.

Thus features are the biggest competitive goals in the hands

of companies, features make one companys product supplier to
other companies producing similar product.

(D) Brand Name

Brand Name refers to that name through which the
productsof that company are recognized.BrandNamecan be a name,
term, sign symbol or design or a combination of them, intended to
identify the goods or services of one seller or a group of sellers and
to differentiate them from those of competitors.
 Brand Name are the most important of any product because it
is the identification of the product. Brand Names may be the
companys name if sold, or it may be a different as the better
known the brand name, the higher will be the sales.

A powerful brand name is said to have consumer franchise.

This is evident when a sufficient number of customer demand that
brand and refuse a substitute even if the price is some what lower.
Today, branch name is such a strong force that hardly anything
goes understand.

(E) After Sales Service

Services are activities, benefits or satisfaction that are offered
after sale. In other words a service is any act or performance that
one party can offer to another that is essentially intangible and does
not result in the ownership of anything.

Ferms Hiltprovide high quality services undoubtfully our

perform their less services. For e.g. the manufacturers could make
an arrangement with distributors and dealers to provide these
services. Thus the customers durable market is highly competitive
in terms of after sales services.

It sometimes so happens that the company increase a high

cost burden in terms of after sales services. But the company which
provides a better after sales service inspite of its cost burden,
benefits in the long run. Thus many companies prefer to incur high
cost rather than loosing their potential customers.
(F) Warranties
Product warranties are an important promotional tool
especially as consumers because more quality sensitive warranty
means authority or justification that the thing sold is fit for use and
the producer accepts reproducibility for repairs over a period of
time.

The company can promote sales by adding a free warranty

offer or service contract. Instead of changing for the warranty or
service contract it offers it free or at a reduced price if the
customers buy that product. Thus, warranty forms an important
part of customer durables customers always except a longer period
of warranty. But the cost burden on the company is very high and
the company has to perform cost benefit analysis while deciding
the period and scope of warranty only that policy should be
selected where the benefits cut run the costs. But it is very difficult
to calculate and maintain balance by cost and benefits.

The warranty period of Bajaj Auto Ltd. is one year, or two

year depending a Bajaj Auto Ltd. is policy. The company replaces
all the parts and movements period is over the retailer.
PRICE MIX
Price is the only element of marketing mix that
produces revenue, all the other elements i.e. product,
place and promotion products costs.

- Philip Kotler
INTRODUCTION
Price is the only element of marketing mix that produces
revenue. All the other elements that is product, place and
production procedure etc. Pricing composition is the first problem
facing the marketing executive.

All profit organizations and many non profit organization set

their prices and product and service. Though most of history price
were set by buyers and sellers negotiating with each other sellers
would also for higher prices then they expect to receive and the
buyers would offer less than their expect to pay. Through
bargaining they would arrive at an acceptable price. Setting one
price for all buyers is relatively a modern idea.

Inspite of the high degree of importance given to the price

mix and the fact that the price mix is only revenue earning element,
most companies do not handle pricing well price is set independent
of rest of the marketing mix rather than as an interstice element of
market positioning strategic and price is not valid enough for
different products items and market segments.

Companies handle pricing in a variety of ways. In small

companies prices are often set by the top management rather than
by the marketing or sales department.
 THE PRICING OBJECTIVE BAJAJ AUTO LTD.

1. Pricing Stability: -
Bajaj Auto Ltd. is one of the companies in
scooter market in India which call for long term interest of the
business and aim at price stability. This attempt is not to let price
fall low during deprecation and rise too high during boom.

2. To Incharge Market Share: -

The main objective of Bajaj Auto Ltd. is to get
maximum share in scooter market. So they have set their price at
definite level by which they can increase their market share.

Pricing Policy
Pricing Policy is the standing answer of the firm to requiring
problem of pricing. It provides guidelines to marketing manger to
solve appropriate pricing decision. If competition is mainly on
price basis then each marketer generally prices their product at
the same time level their competition.

The Prices of bikes, mopeds etc, are set up by the Bajaj Auto
Ltd. itself and the margin of dealers commission is added in the
company price list. The main reason behind the cheapeners of
Bajaj Auto Ltd. is most of the parts of the moped and bikes
manufacture by company itself.
 We can see in the following chart that the Octroy, CST, etc.
should be paid according to the rules and regulation of the
government.

Particulars Amt. (Rs.)

Factory Price
Add: Forwarding Handling and

Loading Charges.
= Total
Add. Central Excise Duty (25%)
Add. Freight Charges
= Net Dealers Price
Add. : Communication
= Retail Price
Add. M. R. C. Entry Tax
Add. Gujarat Sales Tax (4%)
= EX-showroom Price
Add: RTO Tax
Add: Insurance & accessories
= On the Road Price

Discounts
The term discounts means a deduction from the nominal
valve or price or amt. of the product. In other words, discount is the
amount, which is taken off the full price of the product. Most
companies modify their basic price to reward the customers from
such acts as early permanent, volume purchases and off-season
buying. This price adjustment are called discounts. Discount is a
very popular tool in the hands of top level management to increase
their sales. The companies make efficient use of this tool to expand
their market. Discount being a reduction in the original price of the
product are relatively cheap from of attracting new customers and
sustaining old owned.
Credit Terms
Credit Terms refers to the rules and regulations in the form of
an agreement between the producer and the customers in relation to
the credit facility which the producer gives to their customers. In
other words credit terms are the terms and conditions which are
mutually agreed upon by the customers and producers and relates
to the benefits which each will provide to other party.

Depending on the policy of the management of the company,

credit terms may be remains the same from consumer to consumer
or may services from consumer to consumer. It also depends on
how good relations are between the producer and the consumer.
Credit terms may also change when the policy of the company
changes over a period of time. It is a basic fact that each company
has to give a short or long terms of credit facilities if it wants to
survive in the market and in the cut throat competition. If company
does not give credit facilities, the customer turns to its competitors
product in costlier. Thus credit facility is must for all companies in
order to survive.

The credit terms of Bajaj Auto Ltd. are fairly

straightforward. The credit period allowed to the saler is 60 days.
The company also takes a deposit from the distributors against the
dealerships allocated to them.
PROMOTION MIX

Promotion compasses all the tools in the

marketing mix whose major role is persuasive
communication.

- Philip Kotler
INTRODUCTION
Promotion has three specific purposes. It communicates
marketing information to consumers, users and reseller. It is not
enough to communicate ideas. Promotion persuades and convinces
the buyer and influences his/her behavior to take the desired action.
Promotional efforts act as powerful tools of competition providing
the cutting edge of its entire marketing programme.
Broadly speaking promotion means to push forward or to
advance an idea in such a way as gain as its acceptance and
approve. Promotion is any communicative, activity whose main
objective is to move forward a product, service or idea in any
channel of distribution. It is an effort by a marketer to inform and
persuade buyers to accept, recommended or use the article, service
or communication with an additional element of persuasion. The
promotional activity always attempts to affect ideas, products
services etc. is the heart of promotion
Modern marketing causes for more than developing a good
product priding attractively and making it a accusable to target
customers company must also communicate with their present and
potential customers.
Promotion includes the following:

Advertising
(A) Introduction: -
The American Marketing Association has defined
advertisement thus Any paid form of non-personal presentation
and promotion of ideas, goods or services by an identified sponsor.
Advertising is paid communication presentation and
promotion because the advertiser has to pay for the space of time in
which his advertisements appears. Advertisements appears in the
recognized media, such as news Papers, magazines, radio,
television, cinema film, outdoor, hoarding and posters, directs man
and transit.
 It is paid for by a sponsor (seller) who wants to communicate
about his product or service to his customer. The sponsor wants to
persuade and induce the readers, viewers or listeners to take some
action viz. To buy the advertised product so that the advertising
should have max sales.

From the above discussion we can say that each and every
company whether public or private has to advertise for its survival.
Bajaj Auto Ltd. has also undertaken the advertising activate.

OBJECTIVE

The first step in developing advertising program is to see the

advertising objectives. According to Bajaj Auto Ltd. those
objectives must flow from decisions on the target markets, market
positioning and marketing mix.

The Bajaj Auto Ltd. has undertaken the activity of

advertising with a view to attain the following main objectives.
1.To enhance its sales.
2.To inform the market about their new product.
3.To explain the uses of product.
4.To inform about the price changes.
5.To maintain brand loyalty.
6.To maintain regular customer.
 1. To give information about a new Product:
One of the most important objectives of
advertising is to inform potential. Customers about a new product
or service if people know nothing about product how can then buy?
2. To Create Demands:
The primary object of advertising is to create
demand for a particular product. To inform people about a people is
not enough. They must also be motivated to bug it by informing
them the features attributes and uses of the product M.A. technical
wags.
3. To support sales mans efforts:
Salesman deals directly with customers and
advertising renders great help to them. When the customers come
to know. Characteristics quality and various brand of a product
through advertising.
4. To Maintain Demand:
The objective of advertising is not only to create
demand for a product, but also to maintain it at current level.
5. To Reduce Costs:
The main object of advertising is to reduce
percentage cost of production and distribution. Advertisement leads
to increase in sales, hence production expands and cost of
production, falls.
 ADVERTISEMENT COPY
Advertising copy is prepared by an export copywriter. It
includes the headlines name and address of the advertise as well as
the main text of the massage.

Advertising copy is the creative business which demands lot

of imaginations foresight well designed advertising copy uses four
basic steps in selling they are A.I.D.A.
i.e.
1. Attraction attention
2. Developing interest
3. Arousing desire
4. Generation action

Advertising copy should be simple easily understandable

attractive and persuasive language there after it can give action
from consumer side.
So far as company is concerned advertising copy is
prepared by concerned advertising agency.
There are two parts an advertising copy
1. Advertising theme or appeal.
2. Advertising layout.

ADVERTISING THEME OR
APPEAL
The theme or the appeal is the central idea around which the
advertisement is created. It is called the unique sales proposition. It
represents a specific point of view of idea to stress in
advertisement. It is the heart and sound of advertising copy or
message.
There are various appeal used in advertisement to sale
product or service the selection of theme is usually made by means
of consumer and research.
 For different products of BAJAJ there are appeal.
Product Appeal
Spirit Comfort
CT100 Economy
Discover Performance
Chetak wonder gear Easy in operation
Pulsar DTS - i Style
Eliminator Prestige

ADVERTISING LAYOUT
Advertising layout deals with proper and attractive and
physical arrangement for the best presentation of the message or
sales communication. A visual part of the advertising has the
following elements.
1. HEADLINES
Headlines must put forth the main theme in appeal in
few words. It should be clear, simple, short and attractive to held
attention of the prospect. It should respect the contents of
advertisement and guides the prospect properly. It may show a
promise or reward and include prompt action. It should be printed
in prominent manner.

2. ILLUSTRATIONS
Illustrations provide line drawings, cartoon, pictures,
symbols and photography for attracting attention, creating interest
and arousing desire. Illustration is the best and the most effective
way of communication of ideas.
BAJAJ AUTO LTD. Uses visual demonstration in
television.

3. COLORS
It is an important ingredient of an advertisement. Color
has great attention attracting power judicious blending of color can
evoke emotional reaction, which cannot be created by more
description.
 BAJAJ AUTO LTD. Background color is white.

4. SLOGAN
A slogan should be fundamental sales argument for a
product or service, expressed in a few words . It should be original
and remember able. It should contain the brand name of the
company.

BAJAJ AUTO LTDs. slogan is

Inspiring Confidence

ADVERTISEMENT MEDIA
There are many types of advertisements media. They are as
follows.
1.Mural Advertisement
2.Press Advertisement
3.Film Advertisement
4.Radio Advertisement
5.Television Advertisement
6.Direct Mail
7.Point of purchase Advertising
8.Advertising Specialties
Following advertisement media is used by BAJAJ
AUTO LTD.
1.NEWSPAPERS
Bajaj Auto Ltd. has selected newspaper as its media of
advertising because it is the most effective media. It has general
and wide appeal. They are flexible. Periodical change in size and
content is also easy. At local level they are using.
 GUJARAT SMACHAR and SANDESH and at the national
level they use different newspaper in different cities. Like in
Mumbai, Ahmedabad and Lucknow give advertisement in Times
of India. In Delhi, Madras, Pune, Baroda, Calcutta, Banglore,
Hydrabad has given advertisement in Hindustan Times and
Indian Express.

2. MAGAZINES
Magazines are considered to be the most effective media.
Tough its colored attractiveness, Magazines have longer life greater
retentive value as well as reference value further they are using
manages of advertisement because selective appeal is possible
through it, the magazines have most circulation form.

Bajaj Auto Ltd. is also interests in giving advertisement in

magazines. They use different magazine for bikes and mopeds like.
Sport Star, Cricket, Samarat Sports World, Chitralekha, and
Abhiyan etc.

3. TELEVISION
Bajaj Auto Ltd. is using television as important media. They
advertise their product on all most all channels in very popular
program so that they can attract more customers.

Television advertisement can appeal through ear as well as

eye can be demonstrated with explanation. It reaches the guidance
almost like personnel salesmanship. Thus it is really wonderful
mean of mass communication for creative market.

Bajaj Auto Ltd. has adopted Poster, Boards and Electric

Display as a media of outdoor advertising. They are giving
importance to this media because it has long life general wide
appeal. It can also attract number of peoples.
 3. PUBLICITY

Publicity is a non personnel stimulation of demand for a

project service or a business unit by placing commercial significant
news about it in a publication or obtaining favorable presentation
of it on radio, T. V. on maganizine that is not paid by the media
sponsor.

For Bajaj Auto Ltd. publicity as one of the part of the

promotion mix which cant be ignored in any case. Till today many
articles regarding the company is published in THE ECONOMIC
TIMES etc. Through publicity of its company Bajaj Auto Ltd. has
created own goodwill in market.
 SALES PROMOTION
(A) INTRODUCTION: -
This is one of the constituent of promotion news which is
concerned with extra efforts for increasing sales. Today, sales
promotion is necessary and not merely a luxury or fashion. It is not
expenditure; it is an investment, which can pay rich dividend. This
is one of the constituents or promotion-mix, which is concerned
with extra efforts for increasing sales.

Sales promotion is referred to activities other than personal

salesmanship, advertising and publicity. Which stimulate dealer
effectiveness and consumer purchasing. In a broader sense, the
terms refer to almost all activities of marketing oganisation. Proper
selection of sales man. Payment of reasonable salaries to them,
provision of their attempts to improve relations with distributors
and consumers, advertising etc. is the activities all of which
essential aim at increasing sales.

Sales promotion is defined by the American Marketing

Association to mean, those marketing activities other than selling
advertising and publicity that stimulate consumer purchasing and
dealer effectiveness, such as display shoes and expositions,
demonstration and various non-recurrent selling efforts not in the
ordinary routine.

Sales Promotion Includes Tools For

(i) TRADE PROMOTIONS: -

[E.g. buying allowance, Free Goods machinery,
Allowance, Cooperative advertising, Push money dealers Sales
contents]
 (ii) SALES FORCE PROMOTION: -
[E.g. Bonus, Sales retailers]
In short sales promotion is a bridge or connection
between advertising and personnel selling.
Bajaj Auto Ltd. spends too much on business promotion.
These tools are used for such purpose as gathering business leads,
increasing and recording customers. The Bajaj Auto Ltd. takes
part in exhibition held up or organized by some club or other
association.
Thus the cost of the tool is very less but their value is very too much
high. Large number of people attend this fair and come in contact with the
product of the Company and its uses.
 PLACE MIX

Marketing channels can be viewed as sets of inter

dependent organizations involved in the process of
marketing product or service available for use or
consumption.

- Philip Kotler
 INTRODUCTION
More production of commodity is not enough but is must
reach to the right man at the right time and at the right price. In
marketing point of view place mist strategy is the second important
element of the marketing mix. Place mix has two sub divisions.

1. CHANNEL OF DISTRIBUTION: -
Channel of Distribution is the best of marketing institution
participating in the marketing activities involved in the movement
or the flow of goods or services from the primary producers to the
ultimate consumers. In the field of marketing the channel of
distribution indicates roots on Parth way through which goods and
services flow or move from producer to consumers.

2. PHYSICAL DISTRIBUTION: -
Physical Distribution consists of those marketing activities
related to the physical handing of goods such as protective
packaging, order processing, inventory management, transportation
and warehousing.

If you build a better mousetrap the world will beat at your

door. But too often the marketing practitioner finds that the
customers cuts the delivery of that better mouse trap at the right
place at the right time and at the right quantity. The physical
distribution function like other half of marketing is responsible for
completing the marketing transaction.
 SELECTION OF CHANNEL
The problem of selecting the best distribution channel is the
most complex one. There are many factors affecting the channel
choice as like natures of the product marketing environment etc.
These all are the very important factors or determinants of the
distribution channel. Every marketer has to consider all these
factors at the time of selection the distribution channel while
selecting the channel member. Bajaj Auto Ltd. takes the following
factors into consideration.

1. FINANCIAL CONDITION:
Before appointing a dealer or agent or retailers Bajaj Auto
Ltd. finds out the financial condition. If the financial condition is
sound then Bajaj Auto Ltd. looks other aspects also.

2. LOCATION:
Location is the most important for wide market coverage
Bajaj Auto Ltd. showroom are mostly located nearer to the
competitors showroom and in the centre of the city.

3. REPUTATION IN THE MARKET:

This is considered as the GOODWILL of any dealer agent
or retailer of Bajaj Auto Ltd. and also Bajaj Auto Ltd. takes care
to select the candidate who has some reputation in market.

4. PROVISION FOR AFTER SALES SERVICE:

If dealer, retailer or wholesaler is ready to give after sales
service to the customer, the Bajaj Auto Ltd. takes particular
decision for selection. Not only that Bajaj Auto Ltd. has offered
the after sales service on its vehicle.
 NUMBER OF CHANNEL LEVEL
Distribute means to distribute, spread out or disseminate. In
the field of marketing channel of distribution indicate routes or
pathways through which goods and services flow or from
producers to consumers. Thus the channel of distribution flow of:

1. Information.
2. Marketing Communication (Promotion).
3. Material.
4. Man Power.
5. Capital Equipment.
6. Negotiation and transaction.

Bajaj Auto Ltd. has good channel of distribution to meet the

customers demand easily of Bajaj Auto Ltd. has also started to
appoint the dealer in the rural area to cover the whole nation.

In the Rajkot Rajarshi Auto Deals Pvt. Ltd. and

Automotive are two prime or authorized dealer of the Bajaj Auto
Ltd.

MARKET COVERAGE
Once the general channel decide it has to be used to increase
in the share of market. Market coverage is an important activity
while the company is passing from the period of stability. The
Bajaj Auto Ltd. has also created its good position in the corporate
market. It is number one in moped and scooter and now a days in
Bikes Bajaj Auto Ltd. gets good part in the total market share.
 TRANSPORTATION
Markets need to be concerned with their companies
transportation decision. Transportation choice will affect the
pricing of the product on time delivery performance and the
condition of the Bajaj Auto Ltd. which they arrive all of which
affect customer satisfaction. Transportation is cause of problems of
physical distribution. It is sometimes caused the guardian knock of
physical distribution management.

WARE HOUSING
Every company has to store its goods while they cant be sold
immediately storage. Function is necessary, because production
and consumption cycle is rarely matched. The company must
decide on a desirable numbers of stocking locations. More stocking
location means that goods can be delivered to customers more
quickly. The number of stocking location must strike a balance
between customers service level and distribution costs. So far as
Bajaj Auto Ltd. is concerned it is not the practice of the company
to provide warehousing facility to the dealers. Hence, to make
arrangement of go downs for the storage of two wheelers. In
Rajkot Rajarshi Auto Deals Pvt. Ltd. has a very big warehouse.
 RESEARCH
METHODOLOGY
 CONTENTS
Sr.No Particulars Page No

1. Introduction

2. Research Objective

3. Research Methodology

4. Limitation Of Study
 INTRODUCTION
Market research is an essential tool in the marketing
planning process and places a vital part in the business decision
making process. Its application is effective in all industrial,
commercial and consumer market. More importantly, the results
that can be achieved from the market research process are the real
objective of the business plan. They are the most significant
element of the marketing mix to influence business decision.
 RESEARCH OBJECTIVE
As a student my objective of preparing this research report
is not only to submit the report to the saurashtra university but also
to get knowledge in practical field of Bajaj Auto Ltd. With special
reference to consumer satisfaction.
The real aim of caring out the survey was to get idea about
the following,

1. The main objective is to know consumer satisfaction towards

Bajaj motorbikes.
2. To know which model is more popular among customer.
3. To know which factor motivate the customer while
purchasing the particular bike.
4. To know which of the competitive bike the customer has
taken into consideration.
5. To know the expectation of consumer from the company.

SCOPE OF STUDY:

To know the consumer satisfaction towards Bajaj Auto

Ltd i have selected 50 consumers for survey which includes
students, businessmen, professionals etc.

RESEARCH METHODOLOGY
Methodology means the method used by the researcher for
a systematic study of any particular problem or subject.

For the preparation of this report, I have used primary

data but so far as this research report is concerned, it has been
collected through questionnaire and discussion method, which are
the most common but appropriate method for getting desired
information.
TABLE = 1
NO OF
SR.NO. MODEL RESPONSES PERCENTAGE(%)
1. CT 100 27 54%
2. WIND 125 3 06%
3. DISCOVER 6 12%
4. CALIBER 1 02%
5. PULSAR 11 22%
6. ELIMINATOR - -
7. CHETAK 1 02%
8. SUPER - -
9. ASPIRE 1 02%
50 100%
50 1
40 2
3
30 4
5
20
6
10 7
8
0
MODEL 9
3-D Column 10

Moreover the moral of dealers can be enhanced through

advertising hereby securing enthusiastic distribution of product.
It also promote bright image of the company in the society.
 TABLE = 2
SR.NO PERIOD OF NO OF PERCENTAGE(%)
PURCHASE RESPONSES
1. Before 6 months 5 10%
2. Before 1 year 5 10%
3. Before 1 year 7 14%
4. Before 2 years 25 50%
5. Before 5 years 8 16%
50 100%

50
45
40
35 1
30 2
25
3
20
15 4
10 5
5
0
PERIOD OF PERCENTAGE(%)
PURCHASE

FINDINGS:
Out of 50 consumers surveyed it is found that 16%
of the consumer had purchased 5 years ago while 50% of them
purchased 2 years ago while 14% of them purchased before
1 year while 10% of them purchased before 1 year and 6
months so from that we can easily say that BAJAJ AUTO LTD.
Is very popular among the customers from last so many years.
 TABLE = 3
TYPES OF NO OF
SR.NO FACTORS RESPONSES PERCENTAGE(%)
1. Reasonable Rate 4 8%
2. Fuel Efficiency 20 40%
3. Brand Image 16 32%
4. Re-sale Value 10 50%

20

15
1
10
2
3
5
4
0
TYPES OF PERCENTAGE(%)
FACTORS

FINDINGS:
From the above chart we can say that 40% of the
consumer purchased BAJAJ AUTO LTDS bike for fuel efficiency
while 32% purchased it strong brand image while 20% buy it for
its re-sale value and 8% buy it for reasonable price. So we can say
that BAJAJ AUTO LTDS consumers are more conscious about
fuel efficiency and brand image.
TABLE = 4
NO OF
SR.NO OTHER BIKES RESPONSES PERCENTAGE(%)
1. Victor 3 6%
2. Boxer 11 22%
3. Caliber 2 4%
4. Pulsar 10 20%
5. Enticer 3 6%
6. Eliminator 2 4%
7. Libero - -
8. Max - -
9. Other 19 39%
20
1
15 2
3
10 4
5
5 6
7
0 8
OTHER BIKES PERCENTAGE(% )
9

FINDINGS
From the above diagram 38% of the consumers had shown
the interest that they are interested in purchasing other bike but it
was surprised to note that they were the bikes of BAJAJ AUTO
LTD only for e.g. if one possess Eliminator then he is interested to
purchase Pulsar.22% of them were considering Boxer while 20%
of them were interested in Victor, 6% of them were considering
Enticer and & 4% of them have considered Libero. So that we can
say that main competitors of BAJAJ AUTO LTD is Victor(that is
considering he price factor) and Libero
(by considering status factor).
TABLE = 5
SR.NO Satisfied with Current No of Percentage(%)
Product responses
1. Yes 42 84%
2. No 8 16%
45
40
35
30
25
20 1
15 2
10 3-D Column 3
5
0
Satisfied with Percentage(% )
Current
Product

FINDINGS
From the above diagram we came to know that 84% of
consumers are satisfied with their current bike and 16% of them are
not satisfied with their bikes. So that we can say that maximum
number of consumer are satisfied. The satisfaction and
dissatisfaction ratio approximately 5:1.
TABLE = 6
SR.NO Benefit of No. Of Percentage(%)
Promotional Responses
1. Yes 15 30%
2. No 35 70%
35
30
25
20
1
15
2
10 3-D Column 3
5
0
Benefit of Percentage(%)
Promotional

FINDINGS
From the above diagram we can say that only 30% of them
are taking the benefit of promotional scheme while 70% of them
are not taking the benefit of promotional scheme from that we can
say that maximum no. of consumer are unaware about promotional
scheme so that they are not able to take the benefit of promotional
scheme. So it is advised that company should give more
advertisement regarding promotional scheme.
TABLE = 7
SR.NO Want to change your No. OF Percentage(%)
motorbike Responses
1. Yes 18 36%
2. No 32 64%
35
30
25
20
15 1
10 2
5 3-D Column 3

0
Want to Percentage(% )
change your
motorbike

FINDINGS
From the above diagram we can say that 36% of the
consumer want to change their motorbike and 64% of the
consumers are not want to change their bike. From the
conversation with these 36% mass (who want to change their bike)
come to know some reasons they are as follows:
- By considering the time period they want to change your
bike
- Some of the consumers are attracted towards new models.
 TABLE = 8
SR.NO Expectation From the No Of Percentage(%)
Company Responses
1. New Models 17 34%
2. Mileage 10 20%
3. Promotional Scheme 11 22%
4. Better after sales 12 24%
service
18
16
14
12
10 1
8
6 2
4 3
2 4
0
Expectation Percentage(% )
From the
Company

FINDINGS
From the above diagram we can say that 34% of the
consumers are expected from company to offer new models as such
consumers having an esthetic appeal while 24% of them expect
after sales service, 22% expect more promotional scheme and 20%
of them expect better mileage.
 LINITATION OF STUDY
Every research report is to always perfect every research is
conducted keeping in mind certain constrains and restrictions. As a
student, I tried my best relevant information regarding the research
but, than too, I found following limitations of these research.

They are:
1. Study is restricted to Rajkot city only.
2. Sample size of 50 may not be sufficient for making perfect
evaluation of total population.
3. Keeping in the mind the psychological constrains, the
questionnaire includes limited questions only.
CONCLUSION
 CONCLUSION
From the analysis of a BAJAJ AUTO LTD. It can
be concluded that the future of the company is bright. Bajaj auto
ltd. Was the first company to get such a great response from
consumers for bikes before Bajaj bikes were available but they
were not expected by consumers so Bajaj auto brought a revolution
in the market of bike.

Bajaj auto ltd is having a good market share,

consumers are brand loyal and with the regular introduction of new
model. Company is getting more credit in the market.
SUGGESTIONS
 SUGGESTION
On the basis of comprehensive research of the Bajaj Auto
Ltd. under gone at Rajarshi Auto Deals Pvt. Ltd. it can be
concluded that the position of the Bajaj Auto Ltd. in the corporate
field is very strong. The well experienced efficient and industrious
sales force is the strength of it. The value of the Bajaj Auto Ltd. is
more than the other vehicles manufactures.

From the survey analysis is found that there are some areas
where they need improvements that are as follows:
1. The company spends less on promotion
activity and consumer are expecting more promotional
benefit so company need to offer more promotional benefit to
the consumer .

2. In spite of regular introduction of new

models by the company, consumers are still expecting better
bikes with better re-sale value and less maintenance. So
company should introduce new model by considering this
factor.
SWOT ANALYSIS
 SWOT ANALYSIS

STRENGTH WEAKNESS
- Good brand image - Resale value not available
- Variety of product - Require maintenance in
- Good financial support very short time
- Good advertisement

OPPORTUNITIES THREATS
- Try to launch new - Tough competition
bikes with good - Compromise with
average. price
- Try to give more color
choice to customers