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Bajaj Auto Marketing Strategy & Marketing Mix (4Ps)

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Marketing Strategy of Bajaj Auto analyzes the brand with the marketing mix framework which covers
the 4Ps (Product, Price, Place, Promotion). These business strategies, based on Bajaj Auto marketing
mix, help the brand succeed in the market. Let us start the Bajaj Auto Marketing Strategy & Mix to
understand its product, pricing, advertising & distribution strategies:

Quick Glance:

Product Strategy
Pricing Strategy
Place and Distribution Strategy
Promotional and Advertising Strategy

Bajaj Auto Product Strategy:

The product strategy and mix in Bajaj Auto marketing strategy can be explained as follows:

Bajaj Auto is a leading two wheeler manufacturer from India. Bajaj Auto produces a variety of two and
three wheelers for India and international markets. Around 35% of its sales are accounted to exports.
And 47% of these are made to Africa. Boxer is the largest selling model in Africa. Bajaj Auto’s line of
scooters included Bajaj sapphire, Bajaj Wave dtsi, Bajaj Kristal dtsi.

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Motorcycles include CT 100, Bajaj Pulsar, Bajaj Dominar, Bajaj Avenger, Bajaj Discover, Bajaj Platina,
Management Quizzes
Ninja and the Bajaj V. All these products form the product strategy for Bajaj Auto in two wheelers. For
Skills Tests
intra urban commutes Bajaj Auto also showcased the Re60 which was based on an auto rickshaw. The
Quizzes test your expertise in business and
soon to be launched Bajaj Auto cute, a very small car for local movement within cities along with the
Skill tests evaluate your management traits
locally produced KTM line up including Rc 390, Rc 200, Duke 200 and Duke 390 complete its product
line up for India.

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Bajaj Auto Price/Pricing Strategy:
Competitors
Below is the pricing strategy in Bajaj Auto marketing strategy: Top Brand Lists
Articles
Bajaj Auto has got an extremely competitive pricing strategy in its marketing mix. Key to capturing of
GD Topics
market share and ensuring brand loyalty is the right pricing of products.

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Bajaj Auto as an automotive giant in India is armed to the tooth with this knowledge and realizes that
low cost of purchase as well as overall low cost of ownership are key elements to the above
philosophy. Bajaj Auto also ensures that service costs of all its two wheelers are low and affordable.
Pricing of essential spares such as disk brake pads, drum shoes, fork oil, air filter, headlight and
taillight assembly as well as consumables such as engine oil and air filter are priced very competitively.

Read more about Bajaj Auto

Bajaj Auto SWOT Analysis

Bajaj Auto Competitors

Bajaj Auto Place & Distribution Strategy:

Following is the distribution strategy in the Bajaj Auto marketing mix:

Bajaj Auto has a strong presence spread across India, with its dealerships and manufacturing plants.
With several manufacturing plants based in Pune, Chakan, Waluj, Pantnagar and Mumbai Bajaj Auto
has a production capacity of more than 4 million two wheelers. Its “ahead’, the oldest plant is now the
R and D centre for future product development and in-house technological research. With operations in
more than 50 countries Bajaj Auto has truly made its presence felt when it comes to distribution, sale
and service of two wheelers. In the financial year 2012-2013, it sold close to 3.76 million two wheelers
of which approximately 33% were exported. Locally too Bajaj Auto leads the way with the manufacture
and sale of three wheelers. Bajaj two wheelers are known for their low cost of ownership and low spare
parts cost as well as easy availability of spares.

With very efficient penetration of spare part dealers even in rural areas, Bajaj Auto caters to the
demands of customers located in even the remotest of places in the country.

Bajaj Auto Promotion & Advertising Strategy:

The promotional and advertising strategy in the Bajaj Auto marketing strategy is as follows:

Bajaj Auto realized the need to reach out to target audiences through the correct use of promotional
activities and advertising campaigns. Bajaj Auto uses print, TV, online, billboards etc as a part of its
promotion strategy. Utilizing the changing customer preferences as a clue for not just new product
development s but also newer ways of promotions Bajaj Auto constantly revises its promotional
strategies. Moving on from the definitely male to the distinctly ahead taglines Bajaj Auto has come a
long way when it comes to promotions. For the Bajaj V, patriotism as a tool was utilized to pull the heart
strings of nationalistic Indians. Since it is made out of the metal of the now defunct and
decommissioned naval warship, INS Vikrant, Bajaj V garnered a lot of positive response from not just
the target buyers but also advertising critics. Currently the hotly advertised ‘free the cute’ campaign on
social media networks is making headlines as it is being seen as the cheapest, most efficient ultimate
mobility solution for urban transportation needs. Hence, this covers the marketing mix of Bajaj Auto.

About Bajaj Auto:

Founded by Jamnalal Bajaj in 1940 in Rajasthan, Bajaj Auto is wholly owned by the Bajaj Group. Bajaj
Auto is a two and three wheeler manufacturer in India. In terms of volumes, it is the 6th largest in the
world while being the 2nd largest in India. With Rs 640 billion worth of market capitalization it is the
23rd largest (publicly traded) company in India (by market value). At 1416 rank by Forbes Global 2000
list. Bajaj Auto is also the world’s largest three wheeler manufacturer.

Bajaj Auto started it operations by importing 2 and 3 wheelers in India and in 1960 became a public
limited company. Its first plant was in Aurangabad and by 1986 it had produced its 10 millionth two
wheeler.

This article has been researched & authored by the Content & Research Team. It has been reviewed
& published by the MBA Skool Team. The content on MBA Skool has been created for educational &
academic purpose only.

Browse marketing strategy and 4Ps analysis of more brands similar to Bajaj Auto. The Marketing
Strategy & Mix section covers 4Ps and 7Ps of more than 800 brands in 2 categories.

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