Annexure

Homework Title / No. : BAJAJ TEMPO Course Code: _MGT514

Course Instructor: MR MANISH RAJPUT Course Tutor (if applicable) :

_____________

Date of Allotment : _____________________ Date of submission : 12/12/09

Student’s Roll No B(43) Section No. : S1901

Declaration:
I declare that this assignment is my individual work. I have not
copied from any other student’s work or from any other source
except where due acknowledgment is made explicitly in the text,
nor has any part been written for me by another person.

Student’s Signature
Ashutosh Kr Singh

Evaluator’s comments:
__________________________________________________________________
___

Marks obtained : ___________ out of ______________________

Content of Homework should start from this page only:

 Term paper
Of
MARKETING MANAGEMENT

Topic- BAJAJ TEMPO

Submitted to:- submitted by:-

MR MANISH RAJPUT ashutosh Kumar
Singh
Roll no-rs1901
b43
Reg no- 10906151
Bajaj Auto Limited
 MARKETING PLAN

INDEX PAGE NO.

 COMPANY DISCRIPTION

 BUSINESS MISSION

 MARKETING OBJECTIVE

 SITUATION ANALYSIS

• SWOT ANALYSIS

• COMPITITORS

• TECHNOLOGY

 MARKETING STRATEGY

• TARGET MARKET STRATEGY

• MARKETING MIX
 • PRODUCT

• PRICE

• DISTRIBUTION

• PROMOTION

 SUMMARY

 END NOTES

Company Description

Bajaj Auto is a largest player of Indian automobile sector. It is the second largest
two wheeler manufacturer in India and the 4th largest two- and three-wheeler
maker In the world. the headquarters of Bajaj is in Pune, Maharashtra, and plants
are in Akurdi and Chakan (Pune), Waluj (near Aurangabad) and Pantnagar in
Uttaranchal. Bajaj Auto mainely deales in two wheelers and three wheelers like,
motor scooters, motorcycles and the auto rickshaw. Bajaj Auto ranked 1946 in the
Forbes global 2000 list for the year 2005. in the last decade, Bajaj involved as a
scooter manufacturer to a two wheeler manufacturer, but it changes Its image and
became as a giant of Indian automobile sector . its product range is not two large
main range are related to scooterettes, scooters and motorcycles. but Its real growth
is due to its motorcycle segment after successful introduction of few models in
this segment since last four years.
 Rahul Bajaj is the chairman of the company .the total worth of the company is
more than US$1.5 billion. At present Indian automobile sector is count as the most
diversified automobile sector in the world of the few Indian giant like TATA,
BAJAJ & Mahindra & Mahindra .apart of this a large no. of multinational player
like GM, Wolkeswagon, Nissan etc. create a tough competition in the Indian
automobile sector. . The Bajaj brand is well-known in over a dozen countries in
Europe, South America, the US and Asia. The Bajaj Group comprises 27
companies and its flagship company Bajaj Auto is ranked as the world's fourth
largest two- and three- wheeler manufacturer. It is one among India's top ten
companies in terms of market capitalization and among the top five in terms of
annual turnover. company has become a market leader with annual production in
excess of 1.35 million units which was about 4000 units in 1961. These days, Bajaj
Auto Ltd. has started offering products in all segments (mopeds & scooterettes,
scooters, motorcycles, three wheelers).

Bajaj Auto established into November 29, 1945 as M/s Bachraj Trading
Corporation Private Limited. At that time, It started selling and importing two-
and three-wheelers in India. it obtained license in 1959 from the Government of
India and started manufacturing of two- and three-wheelers and started its
marketing in 1960. its 100,000th vehicle came into 1970. It produced and sold
100,000 vehicles in a single financial year 1977. In 1985, it started producing at
Waluj plant in Aurangabad started producing in1985. In 1986, it produced and sold
500,000 vehicles in a single financial year. And also In 1995, it produced and sold
1 million vehicles in a single financial year.

Product list of Bajaj auto

• 1960-1970 - Vespa 150 - Under the license of Piaggio of Italy

• 1971 - three-wheeler goods carrier
• 1972 - Bajaj Chetek
• 1976 - Bajaj Super
• 1977 - Rear engine Auto rickshaw
• 1981 - Bajaj M-50
• 1986 - Bajaj M-80, Kawasaki Bajaj KB100
• 1990 - Bajaj Sunny
• 1991 - Kawasaki Bajaj 4S Champion
• 1994 - Bajaj Classic
• 1995 - Bajaj Super Excel
• 1997 - Kawasaki Bajaj Boxer, Rear Engine Diesel Auto rickshaw

• 1998 - Kawasaki Bajaj Caliber, Bajaj Legend, India's first

four-stroke scooter, Bajaj Spirit
• 2000 - Bajaj Safire
• 2001 - Eliminator, Bajaj Pulsar
• 2003 - Caliber115, Bajaj Wind 125, Bajaj Pulsar
• 2004 - Bajaj CT 100, New Bajaj Chetek 4-stroke with Wonder Gear, Bajaj
Discover DTS-i
• 2005 - Bajaj Wave, Bajaj Avenger, Bajaj Discover
• 2006 - Bajaj Platina
• 2007 - Bajaj Pulsar-200 (Oil Cooled), Bajaj Kristal, Bajaj Pulsar 220 DTS-Fi
(Fuel Injection) , XCD 125 DTS-Si
• 2008 - Bajaj Discover 135 DTS-i - sport (Upgrade of existing 135 model)
• 2009 - (January) Bajaj XCD 135 cc , Bajaj Pulsar 220 DTS-i , Bajaj
Discover 100 DTS-Si....^
Product going to launch
Now the BAJAJ company is going to launch its Tempo to expand their corporation
in different to bikes. After success in bike industries it going to success in range of
tempo. It wants to success both side with it launches its bikes for youth but now it
launches tempo for middle and lower segment of Indian market who wants’ to
earning by own self. BAJAJ first time launches its tempo that combines advance

features like, self start, diesel & LPG version, modified engine with
German technology, The Body is so designed as to directly accept the engine,
gearbox, wheel assemblies, suspension springs etc. An ultramodern assembly
method is followed for assembly of the body & the aggregates for automated
underbelly assembly, Bajaj is going to launch its first version in three wheeler
segment so they are contract with a famous German company to take help in
making engine of the tempo, and its designing is by some Chinese engineers to
make it cheap and best, in the inner part of tempo seats are designing as you can
feel comfort with that. It launches its commercial version also like goods carrier
tempo, school monitor, shopping tempo to target a large no of consumer. The price
of the very low in compression to their competitors to target middle and lower
segment of the India.
II Business Mission
BAJAJ wants’ to with its every product reducing marketing and sales cost by
eliminating markups of distributor and retailers and building to order reduced
inventory costs and risks retaining inventories. Its mission to launch BAJAJ’s
tempo to cover all areas of Indian market by providing best thing in low price.
BAJAJ tempo help to organization to perfectly connect their organization with
their customers, suppliers and create self dependency and employment in the
Indian market.

III Marketing Objective

If any ne w product or company is enter in to any new market then

there are some objectives. The first objective is that this product increase his profit
Second objective is increase his goodwill, or market share in the market. Third is
all the customers are aware about his product that is giving some extra feature
compares to other product. Their product satisfies the consumer need and wants.

Tips for launching a new product

It means birthing a new product or launching a new product in the market , so that
ever manger and marketing manger should have a knowledge about 5 tips related
to create a new brand in to a new market , because it is not easy to entering a new
product or a brand. And these five tips are a very important for launching a new
brand. Do something you love and do it with someone you trust. Do something you
understand. Start with the end in mind. Protect your idea, invest in expert. Be ready
for unexpected.

IV Situation Analysis
Swot Analysis

Strength

 Highly experienced management

 Product design and development capability
 Extensive R & D focus.
 Widespread distribution network.
 High performance products across all categories.
 High export to domestic sales ratio.
 Great financial support network
 High economies of scale
 High economy of scope.

Weaknesses

 It has not employed the excess cash for long.

 Still has no established brand to match Hero Honda in comuter segment.
 Not a global player in spite of huge volumes.
 Not a globally recognizable brand
 Threats

 The competition catches-up any new innovation in no time

 Threat of cheap imported motorcycles from China.
 Margins getting squeezed from both the directions (price as well as Cost)
 TATA ace is a serious competition for the three wheeler cargo segment.

Opportunities:

 Double-digit growth in two-wheeler market.

 Untapped market above 180 cc in motorcycles.

 More maturity and movement towards higher-end motorcycles.

 The growing gearless trendy scooters and scooterette market.

Competitors

Competitors mean those who are competent with his product in the market. In the
market exist many type of competitors those are think new strategy which are
effect his product in market, every company try to be best in market and launched
his best product by which you get maximum profit in his business, and after that
you also satisfy his your customer and also his employees.

So that in the market present many type of competitors in tempo segment or sector,
like Tata Ace, force tempo, Mahindra and Mahindra,etc like in the market of
tempo. The competitor of Tata Ace, and force tempo ,because these company
launch those product which are suet on the business and now Bajaj decide to
launching a commercial brand in market and these product are include shopping
tempo, school minidor segment , that is only for business purposes so in market
Tata and Force auto are main competitor because all these type of product
belonging to those group is not too much compare to other but they want to
purchase a separate business device for his business, there main competitor are
create main problem because both are available in market at affordable price. So
while taking decision we carefully study about the competitor’s strategy in market.

Technical specification

If we are talking about technical specification then it is slightly different with its
competitors because for making a tempo they are going to contract with a German
automobile company for upgrading the engine capability & efficiency, and also
recruited some Chinese specialist to make his tempo cheap and best. It is also
much spacious than other tempo available in the market, in the words of technetion
‘this is the best tempo we ever made’. Its features are self start, diesel & LPG
version, modified engine with German technology, The Body is so designed as to

directly accept the engine, gearbox, wheel assemblies, suspension

springs etc. An ultramodern assembly method is followed for assembly of the body
& the aggregates for automated underbelly assembly .

V Marketing Strategy
Target Market Strategy

According to Bajaj the main target of his tempo are the middle & lower segment
of the Indian society segment and also all types of business, because it designs
according to the need of corporate world. Main other target of this brand is that
attract or shift to those group who have already large no. of consumer in food
industry like Burger king, MacDonald for its daily usage.

Once the firm has identical its market segment opportunity, it has to decide how
many and which once to target. Marketers are increasingly combining several
variables in an effort to identify smaller, better defined target group. While
selecting a target market a Bajaj consider main key criteria:

• Measurable

• Substantial

• Accessible

• Differentiable

• Actionable

Marketing Mix

Product

Bajaj tempo is a product of Bajaj, now days a Bajaj decide producing a new
product in the market because all of the competitors are already exist in tempo
segment so for the competiting them Bajaj decided to launch its tempo. Before
launching tempo it launched their product in Bike market.
Tata and Force auto are main competitor because all these type of product
belonging to those group is not too much compare to other but they want to
purchase a separate business device for his business, there main competitor are
create main problem because both are available in market at affordable price. So
while taking decision we carefully study about the competitor’s strategy in market.
Its features are self start, diesel & LPG version, modified engine with German
technology, The Body is so designed as to directly accept the engine, gearbox,
wheel assemblies, suspension springs etc. An ultramodern assembly method is
followed for assembly of the body & the aggregates for automated underbelly
assembly.

Place / Distribution

The main headquarter of Bajaj is in Pune. It is the most renowned company of

Indian economy after the Tata. It is providing safe and secure job place for people
to get employment opportunity and so that by trying this step Bajaj help to
maintaining and improving in Indian economy.

And distribution of good means moving the product from producer

to customer, so that many marketing intermediaries trying to fulfill this gap:
• Time gap
• Space gap
• Quantity gap
• Variety gap etc.

So that the Bajaj again chooses its distribution channel for different corporate. it
mean that a consumer can easily get the Bajaj tempo in his hometown in easy
stallment.
Price

According to market situation Bajaj decide to make different model with different
prices also. Because Bajaj launch this tempo especially to those who belonging to
the middle & lower segment and also for them who wants to establish their
business related to carrying goods.

So on the base of this situation prices are vary according to model

• Commercial model Rs 280000

• School minidore Rs 320000

• Shopping tempo Rs 195000

Promotion

It means promote their product in the market with the help of marketing
promotional tool and these are following:

Samples ,coupons, cash refund offer , price pack , premium ( gift), frequency( use
in train, airplanes, ), free trail of product, product warranties and cross promotion,
large scale promotion in front of businesses also etc.

Major decision in promotion:

When we promote a new product in market then we take major decision for
promoting their product and these are following:

• Establishing objective.

• Selecting trade promotion tool.

• Selecting consumer promotion tool.

 • Selecting business and sale force promotion tools.

• Develop the program.

• Evaluation and pretesting.

So the Bajaj use different type of promotion strategy for promoting their product in
marketing. As always done by Bajaj to promote its product a huge amount is spent
by the Bajaj on advertising of that product.

Conclusion
In this case Bajaj want to enter in to new segment and that is tempo so it decide to
launch a new product with new technology in market and there product name is
tempo India and create best deals with the masters of the automobile sector it is
slightly different with its competitors because for making a tempo they are going to
contract with a German automobile company for upgrading the engine capability &
efficiency, and also recruited some Chinese specialist to make his tempo cheap and
best. It is also much spacious than other tempo available in the market, in the
words of technetion ‘this is the best tempo we ever made’. Its features are self start,
diesel & LPG version, modified engine with German technology, The Body is so
designed as to directly accept the engine, gearbox, wheel assemblies, suspension
springs etc. An ultramodern assembly method is followed for assembly of the body
& the aggregates for automated underbelly assembly. However we are talking
about the competitors of the Bajaj tempo the main competitors are TATA Ace,
Force auto, Mahindra & Mahindra, but Bajaj adopt a different type strategy it
target the 75% of the market which is related to middle &lower segment of the
India. So we can conclude that Bajaj launching of the tempo will boost the
goodwill of the company in the market of India.

References
 http://forcemotors.com/html/productdetails.aspx?id=118&root=6

 http://www.google.co.in/search?
hl=en&source=hp&q=force+motors&meta=&aq=1&oq=force+

 http://www.google.co.in/search?
hl=en&source=hp&q=bajaj+auto&meta=&aq=2&oq=bajaj

 http://www.google.co.in/search?
hl=en&source=hp&q=bajaj+auto+ltd&btnG=Google+Search&meta=&aq=f
&oq=

 http://www.google.co.in/search?
hl=en&source=hp&q=bajaj+wikipedia&btnG=Google+Search&meta=&aq=
f&oq=

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