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MODEL
GROUP1 SEC E
2000
SHASHANK
JITESH
AAKANSHA
VIGNESH
ABHINAV
ATULYA
SHRUTI
PRATEEK
2005
2015
INTRODUCTION
Reengineered version of Bajaj Chetak model of 2005
Introducing CNG variant of a two wheeler which is first of its kind in
India
Priced at Rs 55000
Aim to capture 5% of rapidly growing scooter market of India by 2017
Market launch scheduled in Dec 2015
CURRENT MARKET
SPECIFICATIONS
TARGET MARKET
Engine
Engine
Max
Max Power:125cc
Power:125cc
Gear
Gear Box:Automatic
Box:Automatic
Power:5Kw@5000rpm
Power:5Kw@5000rpm
Worki
ng
Class
Brake
Brake &
& Speed
Speed
Brake
Brake Type:Drum
Type:Drum
Top
Speed:80Kmph
Top Speed:80Kmph
Weight
Weight &
& Fuel
Fuel
Weight:125Kgs
Weight:125Kgs
Fuel
Fuel Tank:6Kgs
Tank:6Kgs
Mileage:45Km/Kg
Mileage:45Km/Kg
Cheta
k
CNG
Stude
nts
Logist
ics
SWOT ANALYSIS
INTERNAL
INTERNAL
EXTERNAL
EXTERNAL
STRENGTHS
STRENGTHS
Technology
Leverage
First mover
advantage
Heritage and
legacy
Manufactured in
India
Supply Chain
Large Production
Capacity
OPPORTUNITIES
International
Markets
More scope for
Innovation
Home delivery and
logistics services
Rural sector
Tie up with foreign
two wheeler
manufacturers
WEAKNESS
Low Speed
Perception
Problem
Serviceability
High Price
Trunk Size
Availability of
spare parts
THREATS
Availability of
filling stations
Government
regulations
Substitute
Products
Other players in
Indian market
PESTEL ANALYSIS
POLITICAL
Research and
development credit
taxes
Emphasis on make
in India campaign
Pro business
leadership at the
center
Import and Export
duties
ECONOMICAL
Perception Problem
Demographics
Brand Preferences
Preference to two
wheeler to Public
transport
TECHNOLOGY
Huge cost needed
to enter in the
market
Research and
development
Upcoming hybrid
technology
Improvement in
designs and
features
Economic policies of
the government
Depreciation and
appreciation in value
of rupees
Percapita Income
Inflation rates
Interest rate set by
banks
SOCIAL
ENVIRONMENT
Environmental
standards
Emission laws
Fuel consumption
LAW
Patent
Licensing
Environmental laws
Future legislations
Threat
of new
entrants
Threat of new
entry:
M to
H
M to
H
Bargaini
ng
Power
of
supplier
s
Rivalry
among
existing
competi
tor
Competitor
Rivalry:
Brand Loyalty
Product Offerings
Competitive
Pricing
Bargaini
ng
Power
of
buyers
Supplier Power:
Less no of
suppliers of CNG
kit
High no. of
buyers
Threat
Substitute:
Electric Motor
Vehicles
Petrol and
diesel vehicles
Public
Buyer Power:
Other economical
options available
High switching cost
Threat
of
substitu
tes
SEVERITY RANGE OF
FORCES
SEGMENTATION
Region Specific
Geographical
Area Density
Age Group 18-35
Bajaj Chetak
Demographic
Behavioral
Brand Loyalty
SEGMENTATION(CONTD)
Geograp
hic
Area
Density
Region
Plains
Hilly
Terrains
Metro
Tier II &
III Cities
Rural
Areas
SEGMENTATION(CONTD)
Demograp
hic
Age group
18-35
Years
Budget
Buyer
Income
35 &
Above
Gourmet
Buyer
Smart
Shopper
Middle and
lower
Income
High
Income
Need
Based
Fast
Buyers
Behavioral
Brand
Loyalty
Long time
Customer
Recently
Acquired
Customer
Variety
Seekers
Budget
Buyers
Smart
Buyers
TARGET
POINTS OF PARITY
POINTS OF DIFFERENCE
Two wheeler
CNG kit
Disc brakes
High milege
Tubeless tyres
BS IV norms compliant
Digital Speedometer
Auto start
PERCEPTUALMAPPING
ECONOMICAL
DAILYCOMMUTE
PERFORMANCE
HIGHPRICED
Product
Features
Packaging
Informatio
n
Source
Competitor
Claims
Retailer
Mix
Pricing
Word of
mouth
MARKETING MIX(4Ps)
PRODUCT
This will be marketed as
the most economical and
environment friendly
product
PRICE
The pricing will be kept
at 55000 so that we can
target the customers
from Bike segment
PLACE
Major areas of
promotion are Metro
cities,Tier II & Tier III
cities
PROMOTION
Striking emotional chord
with customer with
Hamara Bajaj connect &
using Media and Social
media platforms
AUTOMOBILE INDUSTRY
Market Share
Two Wheeler
Three
Wheeler
Passenger
Vehicles
Commercial
Vehicles
Sales of
Scooters
rising up in
comparison
to
motorcycles
Advanced
technology n
form of
Hybrid
Engines
coming into
picture
Electric
Motor
Vehicles
slowly
gaining
public
acceptance
COMPETITOR ANALYSIS
Compa
ny
Sales
May
2015
Sales
May
2014
Growth
Market
Share
Main
Similar
Product Product
s
Yamaha
46,084
47,680
-3.35%
3%
R-15
Hero
Moto
56%
Splender Maestro,
Pleasure
TVS
6.2%
Apache
Scooty
Honda
7.5%
Unicorn
Activa
Suzuki
27,135
30,080
-9.79%
0.59%
Hayate
Access
Royal
Enfield
34,615
24,510
41.23%
1.83%
Bullet
None
Mahindr
a
10,428
15,878
-34.32
1.42%
Centuro
Gusto
Fasciano
,Alpha
THANK YOU