Soundararajan, Sriram (2014) A product based branding strategy: Bajaj auto - will it work? In: International Case Study Conference (ICSC 2014), 18-19 August 2014, Putra World Trade Centre, Malaysia.

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Abstract

As of 2014 India-based automobile manufacturer Bajaj Auto was the second biggest two-wheeler maker in the country with a market cap of Rs. 378 billion.Since 2009, Rajiv Bajaj (Rajiv), MD Bajaj Auto, has been communicating about the change in consumer preferences for motorcycles. He was of the view that Indian consumers - urban as well as a rural - have become better off.They have been enjoying greater purchasing power than before and have begun to demand greater design inputs, better looks, feel, comfort and adventure for the products that they buy and were willing to pay for these attributes.As a consequence, the consumers were upgrading and cross the board, a motorcycle was becoming a lifestyle statement. Boring and fuel efficient was no longer in demand; exciting and fuel efficient does with rapid and ever increasing strides.In addition, there was a growing body of motor-bike users who wanted to purchase, powerful models for the pure thrill of biking.Bajaj Auto, is undergoing the most radical change after the three-way split of the company in 2009 nearly four years ago.As a part of the change the company planned to carry out a rebranding exercise, that was expected to see the removal of the Bajaj name which has so far had a pride of place in all its products, showrooms and service centers for over five decades.Experts said that the rebranding strategy of Bajaj Auto, will write a new chapter in Indian Automotive Industry. And Bajaj Motors was to become first company to brand its motorcycle individually rather than having parent brand names like TVS, TATA and Honda.

Item Type:	Conference or Workshop Item (Paper)
Additional Information:	eISBN 978-967-11030-2-9 Organized by: Institute for Management and Business Research (IMBRe) Universiti Utara Malaysia
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management T Technology > TS Manufactures
Divisions:	Institute for Management and Business Research (IMBRe)
Depositing User:	Mrs. Norazmilah Yaakub
Date Deposited:	01 Sep 2015 02:07
Last Modified:	01 Sep 2015 02:07
URI:	https://repo.uum.edu.my/id/eprint/15316

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