SUMMER PROJECT

PROGRESS REPORT NO. 4

ON

MARKET (SECTOR) ANALYSIS OF BAJAJ

(MARKETING)

SUBMITTED TO: SUBMITTED BY:

Ms. REEPU ASHISH BHADURI

ASST.PROF . UID:- 20MBA1314

Chandigarh University MBA-Batch

2020-22

Location: Gharuan, Mohali

 BAJAJ Marketing Strategy And
Interesting Facts Behind Its Success.
 Marketing Mix which majorly comprises 4P’s namely-  Product, Price,
Place & Promotion; is the set of controllable, tactical marketing tools
used by a company to produce the desired response from its target
market. It consists of everything that a company can do to influence
demand for its product.

Bajaj Auto being the largest manufacturer of two-wheelers from India

produces a variety of two-wheelers and three-wheelers for India and
international markets. Out of the total sales made by Bajaj Auto, 35% of
its sales are accounted towards exports. 47%of the total exports are
made to Africa, with Boxer being the largest selling model in Africa. 

Bajaj group of companies deals in various industries like automobiles,

finance, electricals, home appliances, iron and steel, insurance, etc.

The effective formulation and implementation of the Marketing Mix of

a  company are extremely important for the growth and success of the
company.

The Marketing Mix Strategies used by the Bajaj Group of companies

while carrying out their respective businesses are:

Product Strategy   Conducting R&D at regular intervals

 All its products are designed with the help of

science and the use of the latest technology

 Deals in various products like motorcycles,

pressure cookers, microwave, pop up toasters,
  Electric kettles, real estate, sugar industry,
construction equipment, face wash, skincare, etc

 Competitive Pricing Strategy for the consumer

goods and home appliances to counter the effect
of its rival companies

 Premium Pricing Strategy for a motorcycle-like

Pulsar
Price Strategy
 Penetration Pricing Policy while entering a new
market

 Provide gifts and discounts along with special

coupons

Place Strategy  Strong distribution network

 Highly experienced management team

 Very organized and efficient distribution policy

 A strong network of far-reaching dealers

 Warehouses and a strong network of

showrooms owned by dealers & owners

 Online purchase facility

 The distribution channel includes depots and

C&F agents
  

 Making use of creative ads, improving the

visibility of the Bajaj Group and its products

Promotion  Emphasizing the happy Indian families in the

Strategy majority of its ad campaigns.

 Introduction of  dynamic, trendy, stylish, and

vibrant ads, majorly targeting the youth

BAJAJCampaigns
BAJAJ has a unique style to campaign its product. Few of them are: –

Hamara Kal, Hamara Aaj. Naye Bharat ki nayi tasweer. Buland Bharat
ki buland tasweer” – Hamara Bajaj…

Needless to say, Bajaj Auto has been riding with us on the highway of
our lives since last 73 years – up and strong. Though we miss the
‘Hamara Bajaj’ moment on our television sets today,  the company has
revived its spirit in its new positioning ‘World’s Favourite Indian’ which
was unveiled a few days ago. Further to the announcement the company
is also believed to debut on early this year, 2019- too late than never.

From Hamara Bajaj to Distinctly Ahead

In 2007, Bajaj Auto Limited (BAL) announced its new slogan and
decided to move ahead of ‘Hamara Bajaj’ to be ‘Distinctly Ahead’ with
a vision to being ahead by being distinctive in all aspects including
production, technology, and manufacturing, also in marketing and
communication strategy. Marching ahead with the rising nation, Bajaj
Auto and R.Balki, then National Creative Director at Lowe,
conceptualized the TVC to unveil the new positioning based on values
of speed, innovation, and perfection.

The Fastest Indian’

Later in 2009, the Ogilvy team including the likes of Piyush
Pandey devised ‘The Fastest Indian’ positioning for Bajaj
Pulsar’s variants targeted at youth. It was Bajaj Auto’s first 360-
degree digital campaign using all digital touch-points going
beyond conventional media channels.

Realizing the potential of digital media, the brand went ahead

with creating a fan page on Facebook to engage with the
consumers. The company also developed a widget to check user
internet speed and a game-based application that allowed users
to see how fast they can go on The Fastest Indian.
Balance Sheet of Bajaj Auto
EQUITY AND LIABILITIES NA NA NA

Share Capital 2893.70 2893.70 0.00

    Equity - Authorised 3000.00 3000.00 0.00

    Equity - Issued 2893.70 2893.70 0.00

    Equity Paid Up 2893.70 2893.70 0.00

    Equity Shares Forfeited 0.00 0.00 0.00

    Adjustments to Equity 0.00 0.00 0.00

    Preference Capital Paid Up 0.00 0.00 0.00

    Face Value 10.00 10.00 0.00

Share Warrants & Outstandings 0.00 0.00 0.00

Total Reserves 269840.60 213727.1 26.25

0

    Securities Premium 0.00 0.00 0.00

    Capital Reserves 0.00 0.00 0.00

    Profit & Loss Account Balance 203578.50 160054.1 27.19

0

    General Reserves 58876.00 54316.00 8.40

    Other Reserves 7386.10 -643.00 1248.69

Reserve excluding Revaluation 269840.60 213727.1 26.25

Reserve 0

Revaluation reserve 0.00 0.00 0.00

Shareholder's Funds 272734.30 216620.8 25.90

0

Minority Interest 0.00 0.00 0.00

Long-Term Borrowings 0.00 0.00 0.00

Secured Loans 0.00 0.00 0.00

    Non Convertible Debentures 0.00 0.00 0.00

    Converible Debentures & Bonds 0.00 0.00 0.00

    Packing Credit - Bank 0.00 0.00 0.00

    Inter Corporate & Security 0.00 0.00 0.00

Deposit
    Term Loans - Banks 0.00 0.00 0.00

    Term Loans - Institutions 0.00 0.00 0.00

    Other Secured 0.00 0.00 0.00

Unsecured Loans 1214.60 1255.90 -3.29

    Fixed Deposits - Public 0.00 0.00 0.00

    Loans and advances from 0.00 0.00 0.00

subsidiaries

    Inter Corporate Deposits 0.00 0.00 0.00

(Unsecured)

    Foreign Currency Convertible 0.00 0.00 0.00

Notes

    Long Term Loan in Foreign 0.00 0.00 0.00

Currency

    Loans - Banks 0.00 0.00 0.00

    Loans - Govt. 0.00 0.00 0.00

    Loans - Others 0.00 0.00 0.00

    Other Unsecured Loan 1214.60 1255.90 -3.29

Deferred Tax Assets / Liabilities 5221.40 3463.80 50.74

    Deferred Tax Assets 985.90 1760.80 -44.01

    Deferred Tax Liability 6207.30 5224.60 18.81

Other Long Term Liabilities 391.50 421.30 -7.07

Long Term Trade Payables 0.00 0.00 0.00

Long Term Provisions 19.80 805.00 -97.54

Total Non-Current Liabilities 6847.30 5946.00 15.16

Current Liabilities NA NA NA

Trade Payables 45741.10 31998.20 42.95

    Sundry Creditors 45741.10 31998.20 42.95

    Acceptances 0.00 0.00 0.00

    Due to Subsidiaries- Trade 0.00 0.00 0.00

Payables

Other Current Liabilities 8929.10 8798.00 1.49

    Bank Overdraft / Short term 0.00 0.00 0.00

credit

    Advances received from 4080.30 2541.30 60.56

customers

    Interest Accrued But Not Due 0.00 0.00 0.00

    Share Application Money 0.00 0.00 0.00

    Current maturity of Debentures 0.00 0.00 0.00

& Bonds

    Current maturity - Others 0.00 0.00 0.00

    Other Liabilities 4848.80 6256.70 -22.50

Short Term Borrowings 0.00 0.00 0.00

    Secured ST Loans repayable on 0.00 0.00 0.00

Demands

    Working Capital Loans- Sec 0.00 0.00 0.00

    Buyers Credits - Unsec 0.00 0.00 0.00

    Commercial Borrowings- Unsec 0.00 0.00 0.00

    Other Unsecured Loans 0.00 0.00 0.00

Short Term Provisions 1765.20 1737.10 1.62

    Proposed Equity Dividend 0.00 0.00 0.00

    Provision for Corporate Dividend 0.00 0.00 0.00

Tax

    Provision for Tax 241.50 157.40 53.43

    Provision for post retirement 6.70 5.20 28.85
benefits

    Preference Dividend 0.00 0.00 0.00

    Other Provisions 1517.00 1574.50 -3.65

Total Current Liabilities 56435.40 42533.30 32.69

Total Liabilities 336017.00 265100.1 26.75

0

ASSETS NA NA NA

Gross Block 42773.50 40876.60 4.64

Less: Accumulated Depreciation 26621.00 24425.40 8.99

Less: Impairment of Assets 0.00 0.00 0.00

Net Block 16152.50 16451.20 -1.82

Lease Adjustment A/c 0.00 0.00 0.00

Capital Work in Progress 159.80 465.40 -65.66

Non Current Investments 167108.40 171877.3 -2.77

0

Long Term Investment 167108.40 171877.3 -2.77

 0

    Quoted 0.00 0.00 0.00

    Unquoted 167108.40 171877.3 -2.77

0

Long Term Loans & Advances 10158.60 9580.50 6.03

Other Non Current Assets 561.20 429.10 30.79

Total Non-Current Assets 194140.50 198940.0 -2.41

0

Current Assets Loans & Advances NA NA NA

Currents Investments 80281.10 27797.50 188.81

    Quoted 0.00 0.00 0.00

    Unquoted 80281.10 27797.50 188.81

Inventories 14938.90 10635.00 40.47

    Raw Materials 5799.50 3707.00 56.45

    Work-in Progress 855.00 576.00 48.44

    Finished Goods 7143.60 5227.80 36.65

    Packing Materials 0.00 0.00 0.00

    Stores  and Spare 270.70 204.30 32.50

    Other Inventory 870.10 919.90 -5.41

Sundry Debtors 27168.50 17251.00 57.49

    Debtors more than Six months 0.00 0.00 0.00

    Debtors Others 27168.50 17251.00 57.49

Cash and Bank 5388.40 3163.40 70.34

    Cash in hand 0.30 0.90 -66.67

    Balances at Bank 5388.10 3162.50 70.37

    Other cash and bank balances 0.00 0.00 0.00

Other Current Assets 11279.60 5545.00 103.42

    Interest accrued on Investments 500.40 295.70 69.23

    Interest accrued on Debentures 0.00 0.00 0.00

    Deposits with Government 0.00 0.00 0.00

    Interest accrued and or due on 7.20 6.80 5.88

loans
    Prepaid Expenses 0.00 0.00 0.00

    Other current_assets 10772.00 5242.50 105.47

Short Term Loans and Advances 2820.00 1768.20 59.48

    Advances recoverable in cash or 2762.60 1707.10 61.83

in kind

    Advance income tax and TDS 0.00 0.00 0.00

    Amounts due from directors 0.00 0.00 0.00

    Due From Subsidiaries 0.00 0.00 0.00

    Inter corporate deposits 0.00 0.00 0.00

    Corporate Deposits 0.00 0.00 0.00

    Other Loans & Advances 57.40 61.10 -6.06

Total Current Assets 141876.50 66160.10 114.44

Net Current Assets (Including 85441.10 23626.80 261.63

Current Investments)

Miscellaneous Expenses not written 0.00 0.00 0.00

off

Total Assets 336017.00 265100.1 26.75

0
Contingent Liabilities 15642.80 16271.60 -3.86

Total Debt 1214.60 1255.90 -3.29

Book Value 942.51 748.59 25.90

Adjusted Book Value 942.51 748.59 25.90