Bajaj Auto From 'Hamara Bajaj' to 'Distinctly Ahead'*

            


Details

Case Code : CLBS092
Publication date : 2009
Subject : Business Strategy
Industry : -
Length : 02 Pages
Price : Rs. 100

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Key words:

Bajaj Auto Limited, corporate strategy, communication strategy, marketing communication, Pulsar

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Abstract: ICMR India ICMR India ICMR India ICMR India RSS Feed

Ever since losing its leadership position, Bajaj Auto Ltd. was trying out new strategies including use of new technology and new marketing communication campaigns. Analysts felt that 'Distinctively Ahead'- the new corporate strategy, announced in mid-2007 and supported with a new communication marketing communication - was yet another effort by Bajaj to regain its market leadership in the Indian two-wheeler market.

Introduction

On June 25, 2007, Bajaj Auto Limited (BAL), a major Indian manufacturer of two and three wheelers, announced that its new corporate strategy would be based on the guiding philosophy termed as 'Distinctly Ahead'.

In its press release, the company explained, "The vision is about being Ahead by being Distinctive. Being "Distinct" in all that the company does - in products and technology, in marketing and communication strategy, in manufacturing models, in distribution and to that extent in each and every function." Analysts viewed this as yet another effort by BAL to regain its market leadership in the Indian two-wheeler market.


BAL's first scooter model 'Chetak' was launched under the Bajaj brand in 1972. It remained its flagship model right until the late nineties. In the early 1990s, in an effort to strengthen its brand, BAL launched an ad campaign called 'Hamara Bajaj'...

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