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 :2012 14

Faculty Guide Mrs. Meenakshi Srivastav (Assit. Professor. MBA Dept.

Company Guide Firoj Khan (Area Sales Manager)

PLOT NO 46, KNOWLEDGE PARK 3 GREATER NOIDA

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 most reputed 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 consum ers, 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.

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

TABLE OF CONTENTS

Certificate of H.O.D..,......i Acknowledgement......ii Preface...........................................................................iii Declaration...........iv

S.No.

Title

Page No.

1. 2. 3. 4. 5. 6.

EXECUTIVE SUMMARY....................................... PROFILE AND INTRODUCTION........................... OBJECTIVE RESEARCH METHODOLOGY. . MARKETING MIX PLAN DATA ANALYSIS AND INTERPRETATION............ 17

2 4 15

21 52 59 63 67 69 73

7. CONCLUSION........................................................ 8. RECOMMENDATIONS.......................................... 9. LIMITATIONS........................................................ 10. SWOT ANALYSIS................................................. 11. BIBLIOGRAPHY................................................... 12. ANNEXURE............................................................ 76

EXECUTIVE SUMMARY

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.

COMPANY PROFILE &INTRODUCTION

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).

 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 198990 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 threewheelers.

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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 ecofriendly 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. 2. 3. 4.

To study the general business environment & history of Bajaj Auto Ltd. Comparing Bajaj Bikes share in market to Hero Honda & TVs Suzuki Bikes. Analysis of the (Bajaj Bikes) products, pricing, promotion & distribution strategies. 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 Students Govt.Employees35 Business man 50 80 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 Lucknow and 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:
wise.

This segmentation is done considering user status, benefit

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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 Value Specification Engine Type Cooling Type Displacement No. of Cylinders MaxPower Max Power RPM Max Torque 4 stroke Air Cooled 143.90cc 1 12bhp 8500rpm 10.8Nm

Max Torque RPM 7500rpm Ignition Type C.D.I

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Carburettor Transmission

Ucal-Mikuni(DH)

5 Gears - All down Type Clutch Type Lever operated(Left Hand)

Electrical System 12V Head Light Horn Chassis Type 35/35 W Clear Lens Type 12 V DC 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 Rear Brakes

Drum Brake 130mm or Hydraulic Disc Brake Drum Brake 130mm

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Fuel Tank 18 litres Capacity

Reserve Capacity 3 litres

Wheel Base

1265mm

Saddle Height

780mm

Kerb Weight Maximum

132kg

263kg Payload Max.Speed 100 kmph

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PULSAR -180

Specification Engine Type Cooling Type Displacement No. of Cylinders MaxPower 4 stroke Air Cooled 178.60cc 1 15bhp

Value

Max Power RPM 8000rpm Max Torque 13.2Nm

Max Torque RPM 6500rpm

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Ignition Type Carburettor Transmission

C.D.I Mikuni(DJ)

5 Gears- One down four up Type Clutch Type Lever operated(Left Hand)

Electrical System 12V Head Light Horn Chassis Type 35/35 W Clear Lens Type 12 V DC 2 nos. Tubular Double Cradle

Front Suspension Telescopic Rear Suspension Trailing arm with coaxial hydraulic shock absorbers & coil springs 5 Step adjustable Front Tyre Size Rear Tyre Size Front Brakes Rear Brakes 2.75 x 18 42P 100/90 18 56P Hydraulic Disc Brake Drum Brake - 130mm

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Fuel Tank 18 litres Capacity Reserve Capacity 3 litres Wheel Base Saddle Height Kerb Weight Maximum 268kg Payload Max Speed 107kmph 1265mm 780mm 137kg

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ELIMINATOR

Specification Engine Type Cooling Type Displacement No. of Cylinders Compression Ratio MaxPower Max Power RPM

Value 4 stroke Air Cooled 173.9cc 1

15.2bhp 8500rpm

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Max Torque Max Torque RPM Ignition Type Carburettor Transmission Type Clutch Type Electrical System Head Light Horn Chassis Type Front Suspension Rear Suspension Front Tyre Size Rear Tyre Size Front Brakes Rear Brakes

13.7Nm 7500rpm CDI Electronic Mikuni BSR30 5 Speed Wet multi-plate 12V AC/DC 60/55W 12V Double cradle Telescopic Trailing arm with coaxial hydraulic shock absorbers and coil springs 90/90-17 130/90-15 Disc Drum

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Fuel Tank Capacity Reserve Capacity Wheel Base Ground Clearance Saddle Height Minimum Turning

14 litres 2.5 litres 1460mm 165mm 680mm

2.5m Radius Kerb Weight Maximum Payload 157kg 130kg

Fuel Efficiency (Ideal) Kmpl Fuel Efficiency Kmpl (Highway) Fuel Efficiency (City) Max Speed Acceleration Braking Distance Kmpl 116kmph

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CALIBER 115

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Specification Engine Type Cooling Type Displacement No. of Cylinders MaxPower Max Power RPM Max Torque Max Torque RPM Ignition Type Carburettor Transmission Type Clutch Type Electrical System Head Light Horn 4 stroke Air Cooled 111.6cc 1 7.7bhp 7000rpm 0.83Nm 6000rpm C.D.I.

Value

Keihin PC 18 or Ucal-Mikuni VM18SH 4 Speed Gear Box Lever operated 12V AC/DC 35/35 12V DC

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Chassis Type Front Suspension Rear Suspension Front Tyre Size Rear Tyre Size Front Brakes Rear Brakes Fuel Tank Capacity Reserve Capacity Wheel Base Saddle Height Kerb Weight Maximum Payload Fuel Efficiency (City) Max Speed

Tubular Semi Double cradle Long Telescopic 5-step adjustable 2.75 x 18 Zapper 3.00 x 18 Zapper 240 mm ventilated disc brakes 130 mm brake drum 14 litres 3 litres 1245mm 780mm 120kg 246kg 65kmpl 95 km/hr with single rider (68kg)kmph

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KAWASAKI BOXER

Specification Engine Type Cooling Type Displacement No. of Cylinders Compression Ratio MaxPower Max Power RPM Max Torque Max Torque RPM Ignition Type 4 stroke Air Cooled 99.35cc 1 9.3 7.7bhp 8000rpm 0.71Nm 6000rpm CDI

Value

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Transmission Type Electrical System Head Light Horn Chassis Type Front Suspension Rear Suspension Front Tyre Size Rear Tyre Size Front Brakes Rear Brakes Fuel Tank Capacity Reserve Capacity Wheel Base Ground Clearance Saddle Height

4-speed 12 V AC/DC 35 / 35 W 12V DC Tubular semi- double cradle Hydraulically damped Telescopic (travel 110 mm) Swing arm hydraulic shock absorber with coaxial spring 2.75 x 18 4PR 3.0 x 18 4PR/6PR Shoe Shoe 12 litres 2.8 litres 1215mm 150mm 780mm

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Minimum Turning Radius Kerb Weight Maximum Payload Fuel Efficiency (Ideal) Max Speed

1.86m 113kg 130kg 91kmpl 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 GKP

Ex Show Room Price (Rs.) 58580

On Road Price (Rs.) 61780

PRICE LIST FOR PULSAR 150

Ex Show Room Price City Variation (Rs.) GKP Base Model 55540 58740 On Road Price (Rs.)

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PRICE LIST FOR ELIMINATOR

City GKP

Ex Show Room Price (Rs.) 65650

On Road Price (Rs.) 70650

PRICE LIST FOR CALIBER 115

Ex Show Room Price City Variation (Rs.) Base Model with Drum GKP Brakes 38470

On Road Price (Rs.)

41470

PRICE LIST FOR BOXER AT

City GKP

Ex Show Room Price (Rs.) 31400

On Road Price (Rs.) 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. 48

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 Ltd offers the best deals on new Bajaj vehicles. 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

Contact the Bajaj Auto Finance Ltd office in your city to know about the Special Schemes they announce from time to time.

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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 the Bajaj Auto Finance Ltd office 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.

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DATA ANALYSIS AND INTERPRETATION

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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. 2. 3. Customers prefer because of their fuel efficiency. Customers prefer because of their performance. Customers prefer because they are value added product.

4. Customers also prefer because they are stylish.

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Surveyed by Different class.

18% 17% 40%
Professionals Govt.Employee Student Business man

25%

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

Do you have any bike?

25% 75%
YES NO

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

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Which Bike (specify)?

8% 4% 48% 28%
Hero Honda Bajaj Suzuki Yamaha Others

12%

Herohonda is the first preference of thecustomers with 48%,whereas bajaj28%,Suzuki 12%,Yamaha8%.

Satisfaction level of customers of Bajaj Bike?

40% 60%
Yes No

60% people are very much satisfied with the Bajaj bikes specially with the Bajaj pulsar ,whereas 40% are not satisfied.

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Physical appearance of Bajaj bikes .

11% 17%
Looks Robustness

6%

22% 44%

Body Built All of them

Style

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.

Media that affects Preferences of the customers.

5% 25%
Word of Mouth
Print Media

10% 60%
Television
Dealers Effort

Word of mouth is the most affected media with 60%, whereas television25%, print media5% and sellers effort 10%.

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Does prices affect your Preferences?

30% 70%
Yes No

70% people says prices affect the consumer preferences, whereas 30 % people says it does not matter if quality of bike is best.

Mode Of Payment that is preffered by customers.

42% 58%

Cash

Finance

58% consumers prefer cash purchasing, whereas 42% people prefer through finance. Finance is the one most imp. Reason that increases the consumption of bikes.

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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. 2. 3. 4.

The primary data collected is restricted to only one company in Lucknow. The secondary data is limited to the articles in magazines, newspaper and web sites. The responses to the customer questionnaire may have been biased. 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.KOTHARI capter-3 2.Marketing management by Philip kotler chapter-5 Seventh edition

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ANNEXURE

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QUESTIONNAIRE

Name: Occupation: Professional Student

ADDRESS: AGE: Govt. Servant Business Man

Family Income: Less than 10,000 More than 10,000 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?

YES NO

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

CASH FINANCE

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

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