Bajaj Auto Ltd.’s Brand-Centric Strategy
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Case Details:
Case Details:
Case Code : MKTG269
Case Length :18 Pages
Period : 2000-2010
Pub Date : 2011
Teaching Note : Not Available
Organization : Bajaj Auto Ltd.
Industry : Automobile (Two-wheelers)
Countries : India
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Excerpts cont...
Entry of Gen Next: The Beginning of Revival
Amidst this crisis, Rajiv and Sanjiv Bajaj (Sanjiv), Rahul’s sons, joined Bajaj Auto (in early 1990s) and began to focus on ways to regain Bajaj Auto’s lost position in the two-wheeler market. Rajiv, who had received a BE (Mechanical) degree from the University of Pune and an MS in manufacturing systems engineering from the University of Warwick, began especially to work on drawbacks at Bajaj Auto...
Rajiv's Brand-Centric Strategy
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Rajiv realized that the name Bajaj was linked with various products ranging from tube lights to motorbikes and financial services among others. The Bajaj brand was highly spread out. He said, "The Bajaj name is associated with various segments ranging from hair oil to insurance and hence for a consumer the brand is not and cannot be Bajaj as it stands for too many things." Thus, Rajiv...
Exhibits
Exhibit I : Details of Firms within the Two-wheeler Industry from 1955-1999
Exhibit II : Two-Wheeler Industry: Segment-wise Break-up (from 1990 to 2005)
Exhibit III : Segment-wise Compound Annual Growth Rate (CAGR) of Indian Two-wheeler Industry
Exhibit IV : Bajaj Family Tree
Exhibit V : Bajaj Auto’s Product Launches: From 1960 to 2009
Exhibit VI : Rajiv Bajaj's Team
Exhibit VII : Two-wheeler Brands from Bajaj Auto and Hero Honda
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