PROJECT REPORT

ON

“A COMPARATIVE STUDY ON CUSTOMER PREFERENCE

OF

HERO AND BAJAJ MOTORS”

SUBMITTED IN THE PARTIAL FULFILLMENT FOR THE REQUIREMENT OF

BACHELOR OF BUSINESS ADMINISTRATION

SESSION-(2024-2025)

SUBMITTED TO: SUBMITTED BY:

Controller of Examination Name– Simran
MDU, Rohtak Class–BBA 6th Sem
Roll No.-

Under the guidance of Ms. Rachna Sorot

SARASWATI MAHILA MAHAVIDYALAYA, PALWAL

(AFFILIATED TO M.D. UNIVERSITY, ROHTAK)

 ACKNOWLEDGEMENT
I seize this opportunity to express my heartfelt thanks to all those who have consistently encouraged
me throughout the process and enabled to carry out my project on “MARKETING STRATEGIES
OF HERO AND BAJAJ MOTORS”.
First of all, my heartfelt gratitude to Dr. vandana tyagi, In-charge of SARASWATI MAHILA
MAHAVIDYALAYA, who gave me her consent to undertake this project. I would like to gratefully
acknowledge Management for flagging of this opportunity of working on this project which has
definitely opened new gateways and avenues in my journey into the new world.
I would like to thank Ms. Rachna Sorot, Faculty guide for her continuous support, encouragement,
and blessings. The work would not have been possible to come to its present shape without her able
guidance and supervision.
Last but not the least, I convey my hearty affection to all those people who helped and supported
me during course of completion of my project report

SIMRAN
 PREFACE

I, SIMRAN, student of BBA VI semester of SARASWATI MAHILA MAHAVIDYALAYA, PALWAL

hereby declare that this Project Report “A COMPRATIVE MARKETING STRATEGIES HERO AND
BAJAJ MOTORS in my original piece of work. All finding and recommendation are based on the data
collected from primary and secondary source. The same has not been submitted elsewhere for the award of
any degree and I have undertaken this project with full sincerity.

SIMRAN
 DECLARATION

I, SIMRAN ,student of BBA VI Semester of SARASWATI MAHILA MAHAVIDYALAYA,

PALWAL hereby declare that this Project Report titled “MARKETING STRATEGIES HERO AND
BAJAJ MOTORS” is my original piece of work. All findings and recommendations are based on the data
collected from primary and secondary sources. The same has not been submitted elsewhere for the award of
any degree and I have undertaken this project with full sincerity.

SAPNADAGAR
 BONAFIDECERTIFICATE

Certified that the project titled, A COMPARATIVES STUDY ON MARKETING STRATEGIES OF

HERO AND BAJAJ MOTORS is the bona fide work of MS. SIMRAN Roll No. …………………. a
bona fide student of class BBA VI Semester of our college. She has successfully completed the Project
Report under the joint supervision of Ms. Rachna Sorot, Faculty Guide as required in partial fulfillment of
the requirements for the award of the degree of BBA of M.D. University, Rohtak.
 TABLEOF CONTENT

[Link]. Particulars Page no.

1 Introduction 1-6
 Objective of the study
 Scope of the study
 Research methodology

2 Review of literature 7-11

3 Company profile 12-32
4 Data analysis and interpretation 33-52
5 Recommendation and conclusion 53-57

 Bibliography
 Annexure 58-66
 questionnaire
 CHAPTER:-1
INTRODUCTION
OBJECTIVES OF THESTUDY
To study the marketing mix of HERO & BAJAJ Motors.

 To study the lifecycle of their products initial stage, growth and maturity.

 To study various promotional strategies and know about the current strategies keeping in
mind the cut throat competition between HERO & BAJAJ Motors.
 To focus on comparative study of different products of HERO &BAJAJ Motors.
 To study overall financial performance of HERO &BAJAJ Motors.
 To know the various strategies used by hero and Bajaj Motors to attract maximum number of
customers.
 To know which company offers better cars, better after sales services and by which company
cars customers are satisfied most.
 To know the demand of Automobiles.
 Competition from other car manufacturers.
 To know the trending Market.
 To know which car is more demanded by Customers.
 Through which strategies maximum customers are attracted.
 To know recession effect on sale of cars Scope of Study
 Company will come to know what attracts Customers.
 Company as well as Dealers of hero and Bajaj will come to know that which are the criteria’s
customers look for before buying car.
 Company and Dealers will also come to know the future changes which will be require
satisfying customer needs and wants.
 SCOPE OF THESTUDY
1. The project involves the study of the marketing mix of BAJAJ two wheeler in the market. And
what people think about it in comparison with HERO Motors.
2. It includes carrying out a survey among customers & the industry people as well as the retailers
of these two Companies. It also involves the devising of repositioning of the existing brand by
some modifications; advertisement should be so made that the targeted segment comes to know
what the bike is. How is it better from HERO ? So, that in near future this bike becomes a grand
success.
3. Information regarding the market share, cost factors, the marketing and promotional strategies
etc. was collected from primary and secondary data sources.

RESEARCHMETHODOLOGY
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. The major purpose of descriptive research is
description of the state of an affair, as it exists at present.
The project involves the study of four strokes bike segment in two wheeler industry sector, which
involved:
1. Market survey/Researches.

2. Meeting there tailers and the customers.

3. Desk Research.

TYPESOFRESEARCH

Research methods are classified based on different criteria. They are a general category, nature of the
study, the purpose of the study, and research design. Also ,there are interviews and case studies based on
research methodology. In some researches, more than two methods are combined while in some, very
few methods are taken into account for the study.
Based on General Category

1. Quantitative Research
As the name suggests, quantitative refers to the numbers where datails collected based on numbers ,and
a summary is taken from these numbers. Graphs help to quantify the results in quantitative research.
2. Qualitative Research

Qualitative refers to the non- numerical elements in the research. When the information or data cannot
be grasped in terms of numbers, qualitative research comes for the rescue. Though not reliable as much
as quantitative, qualitative research helps to form a better summary in terms of theories in the data.

Based on the Nature of the Research

3. Descriptive Research

Facts are considered in descriptive methods and surveys and case studies are done to clarify the facts.
These help to determine and explain with examples, the facts, and they are not rejected .Many variables
can be used in descriptive research to explain the facts.
2
4. Analytical Research

Analytical research uses the facts that have been confirmed already to form the basis for the research
and critical evaluation of the material is carried out in this method. Analytical methods make use of
quantitative methods as well.
5. Applied Research

Applied research is action research where only one domain is considered and mostly the facts are
generalized. Variables are considered constant and forecasting is done so that the methods can be found
out easily in applied research. The technical language is used in the research and the summary is based
on technical facts.
6. Fundamental Research

Fundamental research is the basic or pure research done to find out an element or a theory that has
never been in the world yet. Several domains are connected and the aim is to find out how traditional
things can be changed or something new can be developed. The summary is purely in common
language and logical findings are applied in the research.
Based on research design,
7. Exploratory Research

Exploratory studies are based on the theories and their explanation and it does not provide any
conclusion for the research topic. The structure is not proper and the methods offer a flexible and
investigative approach for the study. The hypothesis is not tested and the result will not be of much help
to the outside world. The findings will be topic related that helps in improving the research more.
8. Conclusive Research
Conclusive Research aims at providing an answer to the research topic and has a proper design in the
methodology. A well-designed structure helps in formulating and solving the hypotheses and gives
the results. The results will be generic and help the outside world. Researchers will have an inner
pleasure to solve the problems and to help society in general.

4
Advantage so fusing different Research Methodology

 In a research, critical evaluation of the topic is important to analyze and verify the research. This

helps the researcher to explore the research more effectively. Various methods in the research

helps to explore the research from different perspectives and to analyze in a fact-driven manner.

 Quantitativemethodsandsurveyshelptogainnumericaloutputsthathelpinalltheresearch.

 Results can be formed easily with out explaining much in the these is with the help of numbers.
 Reliable researches are important to make use of them and the methods help to make it valid and

useful to the topic and in a generalized manner. Several methods help researchers formulate the

research area and to improve their knowledge.

RESEARCH DESIGN

The research design refers to the basic plan or the strategy of the research and logic behind it,
while will make it possible to draw more general conclusion for it. Research design is concerned
with making specific questions. Good research design should make it possible to draw valid
inferences from data in terms of generalization, association and conclusions. So my project
involves descriptive research design.

SAMPLING PLAN
a) Sampling unit: The sampling unit constituted the people in the middle income going in for
bikes.

b) Sampling size: The sample size consists of 100customers, out of which 5 refused to fill the
questionnaire and 5 forms were found incomplete.

c) Sampling procedure: Convenience sampling.

METHODSOFDATACOLLECTION

NATUREOFDATA
The data is collected from both primary as well as secondary sources.
Primary data was collected by the question nairese based market survey.
Secondary data is that which is already available or previously collected by some her persons.
5
 CHAPTER-2

REVIEW OF LITERATURE
Oyama (2012)

The Rs. 5500 crore Indian Two wheeler segments is the second largest market fin the world after
China. India’s two wheeler production is the third largest in the world after Japan and China. India
has a well. Developed two wheeler markets with around 15million household so wining two.
Wheeler.

The Indian two wheeler industry made a modest beginning in the early 1950 when Automobile
Product of India (API) started manufacturing scooter in India. Until 1958. API and Enfield /(
motorcycle) were the only two production. In 1948, Bajaj auto began trading in imported Vespa
scooter and the three – wheeler. Finally, in 1960’[Link] set up shop to manufacturer them in technical
collaboration with piggaio of Italy. The agreement expired in1971. In the initial stages, the scooters
segment was regulated regime, foreign company was not allowed to operate in India, and waiting
time for getting Bajaj scooters was as highas12 years. Javaan descort. While the Enfield bullet was
a four strokes bike, the Java and Rajdoot were two. Stroke bikes. The motorcycles industry was
originally dominated by Enfield with 350 cc bikes. The motorcycles industry was ccsegment. The
twowheelerssegmentwasopeneduptoforeigncompetitioninthemid1980’swhichsawthe entry of the
Japanese manufactures into the country.

Abhijeet Singh (2011) Tata Motors uses a customer relationship management and dealer
management system(CRM-DMS)which in to grates one of the largest applications in the
automobile industry, linking more than 1200 dealers across [Link] DOS has helped Tata
Motors to improve its inventory management, tax calculation and pricing. This system has also
proved to be beneficial to dealers because it has reduced their working capital cost.

Biswajit Mahanty and Virupaxi Bagodi (2006) The success of two wheeler manufacturers in
India depends on the competitive advantage gained by them through after sales service and
providing and maintaining customer satisfaction in the face of rapid changes in technology is a
difficult task, which can be overcome by timely addition of capacity and upgrading of technical
manpower and focusing on the CRM programs.

6
Biswajit Mahanty and Virupaxi Bagodi (2008) It is an era of customer delight for the
twowheeler industry and the conventional measures implemented by the service organizations tend
to be inadequate to attract customers persistently

Michael Cusumano, SteveKahl and Fernaando Suarez (2008) in their research paper “A theory
of services in product industries”, has concluded that in many product oriented industries, services
have become increasingly important. In case of automobiles, many automakers generate the vast
majority of their profits from a service activity closely tied to their product activity. The automobile
industry overall generates a large portion of its profits from other product-related service activities
such as insurance and repairs

Pawan Chabra (2011) has mentioned that the death knell off Bajaj’s scooters business was
sounded when the company officially stopped the production of its flagship Chetak in December
2002, to get cracking on its ambition of becoming a credible motorcycle brand manufacturer, the
company invested big in R&D and product development, but the company faced challenges in the
sales and distribution because their dealers had little idea how to sell motorcycles, so the entire
dealership network was trained to sell motorcycles.

[Link], N Panchanathan and S Pragadeeswaran (2009) concluded in their research paper

“Markets and Consumers- Consumer Behavior Towards Showroom Services of Two Wheeler with
reference to Cuddalore District” that students and employees are more satisfied about showroom
service and age of consumer is an important factor while choosing the brand of bike and all the
consumers give importance all factors relating to buying a vehicle.

R K Garg (2011) CRM requires a seamless, single view of the customer with consistent cross-
channel interaction models and it is recommend that companies bundle all internal CRM strategies
into one comprehensive multi-channel strategy. More over if the two wheeler manufacture
rintegrate CRM with SCM, then product design and production planning can be aligned with the
customer information available, to increase customer loyalty.

7
CLASSIFICATIONOFTHEINDUSTRY

The two wheeler segment can be categorized into the scooter, mopeds, and motorcycles.
Motorcycles :this segment as kown the best performance the recently ears. The market
leadership this section are Bajaj Auto. HERO AND BAJAJ and Escort. The splendor is the most
popular segment among declined drastically from 33% to 25%, while that of mopeds declined by
2% from19%to 17% during the year 2000.01. The Euro emission norms effective fromApril2000
led to the existing players in the two stroke segment to install catalytic converters. All the new
models are now being replaced by [Link] motorcycles. Excise duty on motorcycles has been
reduced from 32% to 24%, resulting in price reduction, which has aided in propelling the demand
for motorcycles.

Within the two wheeler industry, motorcycle segment grew at a phenomenally high rate of35% as
against a deceleration of3% for scooters and 27% for mopeds. In fact, motorcycle has been taking
away the share of scooters and mopeds in a 4.3 million two-wheeler market and surging

The growth in two-wheeler has been robust enough to counter the slowdown and other factors
constraining the overall business activity in the country. Also, rationalization of excise duty in the
Union Budget 2002.03 had a positive impact on the demand for motorcycles.

We also expect the motorcycles to continue to lead the two wheeler segment like in all other Asian
countries. Available fore casts suggest that this trend would continue for another couple of year
sand the industry would record nearly double-digit average annual growth up to 2006.

During the year, there have been important developments in two wheeler industry. The competition
has strengthened though there are hardly any new entrants into the industry. There is an increasing
emphasis on price and this has led to cost cutting efforts all across the industry ,there by ,making
the customer an ultimate beneficiary. The trend also saw introduction of new motorcycles with
capacity ranging from 100 to 180cc bikes. We anticipate that many more new models will be
launched during the year and provide customers plenty of choice at competitive prices.

Businesses cannot consistently grow at 25.30 per cent. Each business has a tendency to taper and
plateau after attaining a particular size. An annual growth rate of 10.12 per cent over a period of
time is extremely healthy.

8
"The relatively low score for the premium segment indicates that most manufacturers have fallen
short of meeting the high expectations of these buyers," states Mr. Lochan. "Bajaj Pulsar is one
exception with segment leading ratings across all aspects of ownership experience, particularly on
areas related to vehicle styling."

Production, sales grow the of the industry

The two wheeler companies have been operating at high capacities due to high growth rates
between1993 and 1996. The grow this expected to lead to increase in the capacities frompresent32
lakhs units to 50 lakhs per annum in the year 2002.03, whereas the actual production estimates by
that period at an estimated growth rate of18% is only50 lakhs.
SEGMENTATION,TARGETING& POSITIONING
From the current segmentation, targeting & positioning and consumer surveys we found that our
client has targeted the following segments:

 Congested are as of urban cities.

 Males/Femalesbetweentheagegroupof18.36.
 Middle class people ,mostly officials &executives.
The client analysis from our questionnaire it was found that our client has targeted the right segment. HHML
&SUZUKI is overlooking one feature in bike which is its low maintenance cost and reliability (i.e. less chances
of breakdown) which is absent in its competitors. Therefore, in order to meet the sales target, two options are
available with the client; one is to redesign the bike and second is to reposition the bike as ―Bike with one time
investment ‖.Since redesigning of bike may involve a big task and huge in vestment there fore were commended

Repositioning the bike.

INDUSTRYDEVELOPMENT

India is the second largest manufacturer and producer of two wheelers in the world. It stands
next only to Japan and China in terms of the number of two-wheeler’s produced and domestic
sales respectively. This distinction was achieved due to variety of reasons like restrictive
policy followed by the Government of India to wards the passenger car industry, rising
demand for personal transport, inefficiency in the public transportation system etc

9
The Indian two-wheeler industry made a small beginning in the early 50s when Automobile
Products of India (API) started manufacturing scooters in the country. Until 1958, API and
Enfield were the sole producers.

In the initial stages, the scooter segment was dominated by API; it was later overtaken by
BAJAJ. Although various government and private enterprise sentered the fray for scooters, the
only new player that has lasted till today is LML. Under the regulated regime, foreign
companies were not allowed to operate in India. It was a complete seller market with the
waiting period for getting a scooter from BAJAJ being as high as 12 years.

The two wheeler market was opened to foreign competition in the mid.80s. And the then
market leaders. Escorts and Enfield were caught unaware by the onslaught of the 100cc bikes
[Link]
power bikes, demand swelled, resulting in BAJAJ then the only producer of four stroke bikes
(100cc category), gaining a top slot The Industry had a smooth ride in the 50s, 60s and 70s
when the Government prohibited new entries and strictly controlled capacity expansion. The
industry saw a sudden growth in the 80s. The industry witnessed a steady growth of 14%
leading to a peak volume of 1.9mn vehicles in 1990.

The entry of Kinetic Honda in mid eighties with a barometric scooter helped in providing ease
of use to the scooter owners. This helped in inducing youngsters and working women, to wards
buying scooters ,who were earlier, inclined to wards moped purchases .In the90s, this trend
was reversed with the introduction of scooters. In line with this, the scooter segment has
consistently lost its part of the market share in the two wheeler market. In 1990, the entire
automobile industry saw a drastic fall in demand.

This resulted in a decline of15% in 1991 and 8% in 1992, resulting in a production loss of0 .4
mn vehicles. Barring BAJAJ, all the major producers suffered from recession in FY93 and
[Link] showed a marginal decline in [Link] reasons for recession in the sector were
the incessant rise in fuel prices, high input costs and reduced purchasing power due to
significant rise in general price level and credit crunch in consumer financing. Factors like
increased production in 1992, due to new entrants coupled with the recession in the industry
resulted in companies either sporting looses or a fall in profits

10
 CHAPTER-3

COMPANYPROFILE

HERO Motor
Hero Honda started its operations in 1984 as a joint venture between Hero Cycles of India and Honda of

Japan. "Hero" is the brand name used by the Munjal brothers for their flagship company, Hero Cycles Ltd. A

joint venture between the Hero Group and Honda Motor Company was established in 1984 as the Hero Honda

Motors Limited at Dharuhera India. Munjal family and the Honda group both owned a 26% stake in the

company.

During the 1980s, the company introduced low cost motorcycles in India. It was noted for its advertising

campaign based on the slogan 'Fill it – Shut it – Forget it' emphasizing fuel efficiency. In 2001, the company

became the largest two-wheeler manufacturing company in India .[9]

A HERO Motor in India has been present in the market of low range economy bikes for a long time.
Allbikesintheirstoreweredesignedformassmarketbutwiththeintroductionof FZ.16,FZ.S,Frazer, and R15
they have made an impression on the mid range bike market in India. The market for this sort of bike
was very small that there were only two major players in the market: Hero Honda and Bajaj.

11
History OF HERO Motor Pvt. Ltd.

HERO made its initial foray into India in 1985. Subsequently, it entered into a 50:50 joint venture
with the Escorts Group in 1996. However, in August 2001, Suzuki acquired its remaining stake
becoming a 100% subsidiary of HERO Motor Co., Ltd, Japan (HMC). In 2008, Mitsui & Co., Ltd.
entered into an agreement with YMC to become a joint investor in the motorcycle manufacturing
company "India hero Motor Private Limited (IHM)".

IYMoperatesfromitsstate-of-the-art manufacturing untsatSuraj purin Uttar Pradesh and Faridabad in

Haryana and produces motorcycles for both domestic and export markets. With a strong workforce
of more than 2,000 employees, IYM is highly customer driven and has a countrywide
Network of over 400 dealers. Presently, its product portfolio includes VMAX (1,679cc), MT01
(1,670cc), YZF.R1 (998cc), FZ1 (998cc), YZF.R15 version 2.0 (150cc), Frazer (153cc), FZ.S
(153cc),FZ16(153cc),SZ.R(153cc),SZ&SZ.X(153cc),SS125(123cc),YBR125(123cc),
YBR110 (106cc)and Crux(106cc).

VISION.

We will establish HERO as the "exclusive & trusted brand" of customers by "creating Kando"
(touching their hearts)the first time and every time with world class products & services delivered
by people having "passion for customers".
MISSION.

We are committed to:

Be the Exclusive & Trusted Brand renowned for marketing and manufacturing of HERO products,
12
focusing on serving our customer where we can build long term relationships by raising their
lifestyle through performance excellence, proactive design & innovative technology. Our innovative
solutions will always exceed the changing needs of our customers and provide value added
vehicles.

Build the Winning Team with capabilities for success, thriving in a climate for action and
delivering results. Our employees are the most valuable assets and we intend to develop them to
achieve international level of professionalism with progressive career development. As a good
[Link] of FZ.16,FZ.S,Fazer,
and R15 they have made an impression on the mid range bike market in India. The market for this
sort of bike was very small that there were only two major players in the market: Hero Honda and
Bajaj.

Build the Winning Team with capabilities for success, thriving in a climate for action and
delivering results. Our employees are the most valuable assets and we intend to develop them to
achieve international level of professionalism with progressive career development. As a good
We work cohesively with our colleagues as a multicultural team built on trust, respect,
understanding& mutual cooperation. Everyone's contribution is equally important for our success.
We put customers first in everything we do. We take decisions keeping the customer in mind.
Challenging Spirit
We strive for excellence in every thing we do and in the quality of goods &services we provide.
We work hard to achieve what we commit & achieve results faster than our competitors and we
never give up corporate citizen, we will conduct our business sethically and socially in are
responsible manner with concerns for the environment. Grow through continuously innovating our
business processes for creating value and knowledge a cross our customers thereby earning the
loyalty of our partners & increasing our stakeholder value.
Core Competencies.
We put customers first in every thing we do. We take decisions keeping the customer in mind.

Challenging Spirit
We strive for excellence in every thing we do and in the quality of goods &services we provide. We
work hard to achieve what we commit & achieve results faster than our competitors and we never
give up.
13
Teamwork
We work cohesively with our colleagues as a multicultural team built on trust, respect,
understanding& mutual cooperation. Everyone's contribution is equally important for our success.

Frank &Fair Organization

We are honest ,since are, open minded, fair &transparent in our dealings. We actively listen to
others and participate in healthy & frank discussions to achieve the organization's goals.

India hero Motor inaugurated New Plant at Surajpur (Greater Noida)

The new Surajpur plant has been inaugurated by [Link] C.E.O & MD Suzuki Global on6th
July2009, which has capacity to produce 6lakh motorcycles annually including Fazer followed by
FZ.16, FZ.S, YZF.R15 and other models. The plant capacity can be augmented up to1 million units.

This fully integrated assembly plant is built on the lines of Suzuki’s globally tried, tested and
successfully implemented standards and meets the global quality benchmarks. At the core are the
5. S and TPM activities that fuel its Manufacturing Processes. The plant has 3 vehicle assembly
lines and 4 engine assembly lines including one dedicated for export engines. The engine and
vehicle assembly lines are synchronized and incorporate concepts of Unit Assurance i.e. Complete
Product Assurance, Parts Assurance through 100% kit supply on lines and synchronization of parts
storage, supply and production. The innovative production processes along with high tech final
assurance processes are aimed to achieve Zero Claims at our dealers and thus, a highly satisfied

14
Company Profile
Company Name. hero Motor Co. Ltd.
Founded.July1,1955

Capital.85,666 Million Yen(As OF December 312011)

President Hiroyuki Yanagi
Employees (consolidated).54,677(as of December 31,2011)
Sales(Consolidated).1,276,159 million Ten(from January 1,2011 to December 31,2011 Parent:

463,292million Yen (from January 1,2011 to December 31 ,2011)

Lines of Business Manufacture and sales of motorcycles, scooters, electrically power assisted
bicycles, boats, sail boats, personal watercrafts, pools, utility boats, fishing boats, outboard motors,
diesel engines, 4wheel ATVs, side by side vehicles, racing kart engines, golf cars, multipurpose
engines, generators, water pumps, snowmobiles, small sized snow throwers, automobile engines,
SurfaceMouters,intelligentmachinery,industrializeunmannedhelicopters,electricalpowerunitsfor
wheelchairs, helmets. Import and sales of various types of products, development of tourist
businesses and management of leisure, recreational facilities and related services.

Headquarters:2500Shingai,Iwatashi,Shizuokaken,Japan

Group Companies: Consolidated subsidiaries: 107

Nonconsolidated subsidiaries: 6 (by the equity method)
Affiliates: 25 (by the equity method)
Business Operations hero Motor divisions, key products

COMPANY PROFILE OF BAJAJ

15
The Bajaj Group is amongst the top 10 business houses in India. Its footprint stretches over a wide
range of industries, spanning automobiles (two wheelers and three wheelers), home appliances,
lighting, iron and steel, insurance, travel and finance. The group's flagship company, Bajaj Auto, is
ranked as the world's fourth largest two and three wheeler manufacturer and the Bajaj brand is well-
known across several countries in Latin America, Africa, Middle East, South and South East Asia.
Found din 1926, at the height of India's movement for independence from the British ,the group has
an illustrious history. The integrity, dedication, resourcefulness and determination to succeed which
are characteristic of the group today, are often traced back to its birth during those days of relentless
devotion to a com m on cause. Jamnalal Bajaj, founder of the group, was a close confidant and
disciple of Mahatma Gandhi. In fact, Gandhi ji had adopted him as his son. This close relationship
and his deep involvement in the in dependence movement did not leave Jamnalal Bajaj with much
time to spend on his newly launched business venture. His son, Kamalnayan Bajaj, then 27, took
over the reigns of business in 1942. He too was close to Gandhiji and it was only after Independence
in 1947, that he was able to give his full attention to the business. Kamalnayan Bajaj not only
consolidated the group, but also diversified into various manufacturing activities. The present
Chairman of the group, Rahul Bajaj, took charge of the business in 1965. Under his leadership, the
turnover of the Bajaj Auto the flagship company has gone up fromINR.72 million to INR. 120
billion, its product portfolio has expanded and the brand has found a global market. He is one of
India’s most distinguished business leaders and internationally respected for his business acumen and
entrepreneurial spirit.
Group of Bajaj
BajajAutoistheflagshipoftheBajajgroupofcompanies.Thegroupcomprisesof34companiesand was founded in
tissue year 1926.

The companies in the group are:

 Bajaj Holdings& Investment Ltd.

 Bajaj Finserv Ltd.

 Bajaj Auto Ltd.

16
 Bajaj Allianz General
 Bajaj Allianz Life Insurance Co .Ltd

 Bajaj Financial Solutions Ltd.

 Bajaj Auto Finance Ltd.

 Bajaj Allianz Financial Distributors Ltd.

 Bajaj Auto Holdings Ltd.

 PT Bajaj Auto Indonesia (PTBAI)

 Bajaj Auto International Holdings BV

 Bajaj Electricals Ltd.

 Hind Lamps Ltd.

 Bajaj Ventures Ltd.

 Mukand Ltd.

 Mukand Engineers Ltd.

 Mukand International Ltd.

 Bajaj Sevashram Pvt. Ltd.

 Jamnalal Sons Pvt .Ltd.

 Rahul Securities Pvt .Ltd

 Shekhar Holdings Pvt Ltd

 Madhur Securities Pvt. Ltd.

 Niraj Holdings Pvt. Ltd.

 Shishir Holdings Pvt. Ltd.

 Kamalnayan Investments & Trading Pvt. Ltd.

 Sanraj Nayan Investments Pvt .Ltd.

17
 Hercules Hoists Ltd.

 Hind Musafir Agency Pvt .Ltd.

 Bajaj International Pvt. Ltd.

 Bachhraj Factories Pvt. Ltd.

 Baroda Industries Pvt .Ltd.

 Jeevan Ltd.

 Bachhraj &Co Pvt. Ltd

 The Hindustan Housing Co. Ltd.

 Hospet Steels Ltd.

Management Team

Rahul Bajaj Madhur Bajaj Rajiv Bajaj Sanjiv Bajaj Pradeep Shrivastav a Abraham JosephK
Srinivas RC Maheshwari
Rakesh SharmaEric VasKevin P D'saS Ravi
kumar Amrut Rath NH Hingorani C P Tripathi
Chairman Vice Chairman Managing Director Executive Director Chief Operating Officer Chief
Technology Officer President (Motorcycle Business) President (Commercial Vehicle Business)
President (International Business) President (Retail Finance) President (Finance) Senior Vice
President (Business Development & Assurance) Vice President (Human Resources) Vice President
(Commercial) Vice President (Corporate Social Responsibility)
Company Secretary

 J. Sridhar

 Company Secretary

Board of Directors

 Rahul Bajaj Madhur Bajaj Rajiv Bajaj Sanjiv Bajaj D .S .Mehta Kanti kumar R. Podar Shekhar

18
Bajaj D .[Link] Rao J.N. Godrej S.H. Khan Mrs. Suman Kirloskar
Naresh Chandra Nanoo Pamnani Manish Kejriwal P Murari Niraj Bajaj
 Chairman Vice Chairman Managing Direct or Executive Director

Committees of the Board Audit Committee

 Shri Nanoo Pamnani Shri S.H. Khan Shri D.J .Balaji Rao Shri Naresh Chandra

 Chairman Member Member Member

 Share holders &Investors ’Grievance Committee

 Shri D.J .Balaji Rao Shri J.N .Godrej Shri Naresh Chandra Shri S.H .Khan

 Chairman Member Member Member

 Remuneration& Nomination Committee

 Shri D.J .Balaji Rao Shri S.H. Khan Shri Naresh Chandra ShriRahul Bajaj

 Chairman Member Member Member

 RegisteredundertheCompaniesAct,1956

 REGISTEREDOFFICEWORKS

 Akurdi , Pune 411 035

Akurdi, Pune 411 035.
ChakanIndustrialArea,Chakan,Pune411501 Bajaj Nagar,
Waluj Aurangabad 431 136
PlotNo.2,Sector 10,PantNagar,Rudrapur.

19
 Bajajispresentinover50 countries all over the globe

 Dominant presence in Africa, Latin America and South Asia with increasing market share every
year
 MarketleaderinmotorcyclesinColombia,CentralAmerica,SriLanka,Bangladesh, Philippines,
Nigeria, Uganda and Kenya
 891,002unitsexportedin2009.10,anincreaseofover15 %over the previous year

 Totalmotorcycleexportsof726,115in2009.10, growthof15%over2008.09

 Largest exporter of three wheeled commercial vehicles in theworld:164,887 unit exported in

2009.10, a rise of 19% over 2008.09
Bajaj Auto Limited is an Indian motorized vehicle producing company. Bajaj Auto is a part of Bajaj
Group. It’s founded by Jamnalal Bajaj at Rajasthan in the 1930s. It is based in Pune, Maharashtra,
with plants in Chakan (Pune), Waluj (near Aurangabad) and Pant nagar in Uttaranchal. The oldest
plant at Akurdi (Pune) now houses the R&D centre ahead. Bajaj Auto makes and exports auto
mobiles ,scooters ,motorcycles and the auto rickshaw. The Forbes Global2000 list for the year 2005
ranked Bajaj Auto at 1,946. It features at 1639 in Forbes 2011 list.

Over the last decade, the company has successfully changed its image from ascooter manufacturer to
a two wheeler manufacturer. Its product range encompasses scooter ettes, scooters and motor cycles.
Its real grow thin numbers has come in the last four years after successful introduction of a few
models in the motorcycle segment.

20
 The company is headed by Rahul Bajaj who is worth morethanUS$1.5billion.
BajajAutocameintoexistenceon29November1945asM/sBachrajTradingCorporationPrivate
Limited. It started off by selling imported two. and three wheelers in India. In 1959, it obtained
license from the Government of India to manufacture two and three wheelers and it went public
in 1960.In1970,it rolled out its100,000thvehicle.In1977,it managedtoproduceandsell100,000
vehiclesinasinglefinancialyear.In1985,itstartedproducingatWalujnearAurangabad.In1986, it
managedtoproduceandsell500,000vehicles in a single financial year.In1995,it rolled out its ten
millionth vehicles and produced and sold one million vehicles in a year.

According to the authors of Globality: Competing with Everyone from Every where for
Everything, Bajaj has grown operations in50countriesbycreatinga line of value for money bikes
targeted to the different preferences of entry level buyers.

Bajaj Bikes

Time line of new releases

 [Link] licensee of Piaggio of Italy

 [Link] wheeler goods carrier

 [Link]

 [Link]

 [Link]

21
 [Link] Auto rickshaw

 [Link].50

 [Link] M.80,Kawasaki Bajaj KB100,Kawasaki Bajaj KB 125,

 [Link]

 1991.KawasakiBajaj4SChampion

 [Link]

 [Link]

 [Link]

 [Link],Rear Engine Diesel Auto rickshaw

 [Link],BajajLegend,India's first four. Stroke scooter, Bajaj Spirit

 [Link]

 [Link],BajajPulsar

 2003.Caliber115,BajajWind125,BajajPulsarBajajEnduraFX

 2004.BajajCT100,[Link],BajajDiscoverDTS.i

 [Link],BajajAvenger,BajajDiscover

 [Link]

 2007. Bajaj Pulsar.200 (Oil Cooled), Bajaj Kristal, Bajaj Pulsar 220 [Link] (Fuel
Injection),XCD 125 DTS. Si
 [Link](Upgradeofexisting135ccmodel)

 2009. Bajaj Pulsar 135(December 9) (January) Bajaj XCD 135cc, Bajaj Pulsar [Link],
Bajaj Pulsar 180 DTS .i UG IV, Bajaj Pulsar 220 DTS. i, Bajaj Discover
[Link],KawasakiNinja 250R
 2012.BajajRE60,[Link]

 2012.KTMDuke200,launchof200ccbikefromthe KTM stable

 2012.BajajPulsar200 NS,launchof200ccbike

22
Spin off sand acquisitions.
The demerger of Bajaj Auto Ltd into three separate corporate entities—Bajaj Finserv Ltd (BFL),
Bajaj Auto Ltd (BAL), and Bajaj Holdings and Investment Ltd (BHIL)—was completed with the
shares listing on 26 May 2008.

InNovember2007,Bajaj Autoacquired14.5%stakeinKTMPowerSportsAG(holdingcompanyof KTM

Sport motor cycles AG). The two companies have signed a cooperation deal, by which KTM will
provide the knowhow for joint development of the water cooled four stroke 125 and250 cc engines,
and Bajaj will take over the distribution of KTM product sin India and some other South east Asian
nations. Bajaj said it is open to taking a majority stake in KTM and is also look in gat other
takeover opportunities. On 8 January 2008, Managing Director Rajiv Bajaj confirmed the
collaboration and announced his intention to gradually increase Bajaj's stake in KTM to 25%.
Products.
Main article: List of Bajaj Auto products
Bajaj has made a number of motorcycles, scooters and cars. Motorcycles in current production are the
XCD ,Patina ,Discover ,Pulsar and Avenger. Bajaj also Distributes many motorcycles in India for other
manufacturers,suchastheKawasakiNinja250R,theNinja650Randnewfor2012,theKTMDuke
[Link] in clued the Bajaj UL Cultra low cost car.

Low cost cars.

In2010, Bajaj Auto announced the cooperation with Renault and Nissan Motor to develop of a US$
2,500 car, aiming at a fuel efficiency of 30 kilometers per liter (85 [Link]; 71 [Link]) (3.3 L/100
km), or twice an average small car, and carbon dioxide emissions of 100 g/km. On 3 January2012,
Bajaj auto unveiled the Bajaj RE60, am in I car for intra city urban transportation. The target
customer group will be Bajaj's three-wheelers customers. According to Managing Director Rajiv
Bajaj, the Bajaj RE60 powered by a new 200 cc rear mounted petrol engine will have a top speed of
70 kilometers per hour (43 mph), a mileage of 35 kilometers per liter and carbon dioxide emissions
of 60 g/km.

23
Bajaj Pulsar.
Bajaj Pulsar is a [Link] the
product engineering division of Bajaj Auto in association with motorcycle designer Glynn Kerr
Tokyo R&D. Currently there are four variants available .with engine capacities of 135 cc, 150 cc,
180ccand220cc. Previously it was also offered witha200cc DTS.I oil cooled engine, which now has
been discontinued. More than a million units of Pulsar were sold by November 2005. With an
average monthly sale of around 86,000 units in 2011, Pulsar has a market share of 47% in its
segment.

Before the introduction of the Pulsar, the Indian motorcycle market trend was to wards fuel
efficient, small capacity motorcycles (that formed the 80.125 cc class). Bigger motorcycles with
higher capacity virtually did not exist (except for Enfield Bullet). The launch and success of Hero
Honda CBZ in 1999 showed that there was demand for performance bikes. Bajaj took the cue from
thereon and launched the Pulsar twins in India on 24 November 2001. Since the introduction and
success of Bajaj Pulsar, Indian youth began expecting high power and other features from
affordable motorcycles.

The project was faced with internal resistance, reservations by Mc Kinney and doubt so nits effect
son Bajaj's relation with Kawasaki. The project required approximately 36 months for completion
and cost Bajaj Rs 1 billion.

Evolution.2001
The original Pulsar came with a 150 cc air-cooled, single cylinder ,petrol; spark ignited four stroke
engines which made 13 HP of maximum power. They featured a single spark plug to ignite the air
fuel mixture fed from a carburetor, simple spring shock absorbers, round headlamp dome and 1,265
mm wheelbase .Disc brakes as standard equipment was a novelty in Indian motorcycles of the early
2000s. Other standard features were parking lights and an air craft type fuel tank lid. The design of
the motorcycle was inspired by a wide open muscular human arm. The 180 cc version made 15 HP of
maximum power and came with a twin tone horn, which was optional equipment on the 150 cc version.
Electric Start (ES) was offered as standard feature in the180 cc model and optional onthe150 cc model.

24
2003

2003ModelBajajpulsar150cc
The second generation Pulsars featured Bajaj Auto's newly developed DTS.I technology, which
increased the power rating of both versions by 1 hp (0.75 kW) each and also increased fuel
economy. This model also introduces new headlampassembly,1,320 mm wheel base and standard
twin tone horn and trip meter.

2005

In2005,Bajaj launched another upgrade of the Pulsar. The bike was offered [Link] (430 mm)
alloy wheels as standard option, and the stance was also lowered by about 12mm. It was the first
time any bike maker in India had offered [Link] (430 mm) profile wheels at the rear. The fuel tank
now had a capacityofonly18 liters. The power output was now further increased to
13.5hp(10.1kW) @8500rpmfor the150while it in creased to 16.5hp(12.3kW) @8500rpmfor the
180. The rear shock absorbers were now gas filled Nitro absorbers.

The LCD screen introducedwiththeUG.3versionofthePulsar.

25
2006.
Bajaj introduced another version of Pulsar (UG III). New features included: pilot lamps separated
from the main headlamp, turn indicators with clear lenses and amber bulb, self cancelling turn
indicator switch, flush LCD screen with digital readout of key vehicle data, noncontact speed
sensor, noncontact backlit switches, twin stripe LED taillight assembly and side panels altered for a
sharp, tapering to wards the rear look. The engine had increased torque availability, reduced
vibration and improved gear shift feel. cc variants.

The new head lamp design in traduced for the entire Pulsar series in2006
2007.

Mainarticle:[Link]

In July 2007, Bajaj began selling the Bajaj Pulsar 220 [Link] and Pulsar 200 DTS.I, the former
featuring fuel injection and oil cooled engines, a digital dash, and modern styling. This bike has
some features which are totally new to the Indian market, like the fuel injection itself, rear disc
brake and clip on handlebars (the first two only available in the 220 model).

2008.
The new Pulsar has many firsts to its credit. It comes equipped with an oil cooler, which helps
control engine oil temperature sat sustained high speeds and rpm s, thus ensuring more stable men
gine oil viscosity.

The new digital console is an advanced version of the latest Pulsar family. Apart from the Digital
Odometer, Digital Speedo Meter, Digital Fuel Gauge and two Digital Trip Meters, the console on
[Link],engine temperature,andbattery
26
voltage and oil level.

2009.
Bajaj released the UG IV (fourth upgrade) versions of the Pulsar 150 and Pulsar 180 in April 2009.
The upgrades for the Pulsar 150 included an all black theme, tank scoops similar to those on the
Pulsar200,a3D Pulsar logo ,and a changed electrical system full DC).Power also increased from
13.5 HP to14.09HP(at8,500 rpm).

Electric alen hancements like auto head light switch off after few seconds of turning the engine off
to protect the battery, self cancelling turn signals, icon illumination (horn icon, indicator icon,
engine cut off icon, etc.), side stand warning light, duel digital trip meter, low fuel warning light
(which also flashes when the engine is revved too hard), and low battery indicator are common
features among all the variants.

The Pulsar 180 received upgrades like wider tyres split seat, tank scoops, clip on handlebars, 3D
Pulsar logo, swing arm suspension borrowed from Pulsar 200, and thicker forks. The power was
increased to 17 PS.

Bajaj launched a carbureted version of Pulsar 220 on June 2009, tagging it as "the fastest bike in
India‖. It also discontinued the production of Pulsar 200 on July2009.

Bajaj also introduced a new Light Sports version of Pulsar named as Pulsar 135LS. It is the first
bike in India to [Link] DTS . I technology. Itconsists4smaller valvesratherthan2standard
bigger valves, styling also is changed and looks become more aggressive. The bike is ARAI
certified for 68.5 km/l and weights only 122 kg.

2010.
Bajaj released the UG5(fifth upgrade) versions ofthePulsar150.TheupgradesforthePulsar150 included
anclip. on handlebars like those in Pulsar 135LS. Power also increased from14.09 HP to
15.06HP(at9,000rpm).
A naked version of Pulsar 220 is also launched, named as Pulsar 220S (Street Fighter)which retains
everything from Pulsar 220 except the front fairing. Front fairing is similar to Pulsar 180/150. Old
Pulsar 220 is now named as Pulsar 220F.

2011.
Bajaj released Pulsar 135LS,150, 180 and 220 F with new colour combinations called" Speed

27
Lines". New combinations were Blue Black and Red Black.
Technology

DTS.I
DTS.I stands for Digital Twin Spark Ignition, a Bajaj Auto trademark. Bajaj Auto holds an Indian
patent for the DTS.I technology. The Alfa Romeo TwinSpark engines, the BMW F650 Funder
which was sold in India from 1995 to 1997 also had a twinspark plug technology, and the Rotax
motorcycle engines more recently Honda's iDSI Vehicle engines use a similar arrangement of two
spark plugs. However very few small capacity engines did eventually implement such a scheme in
their production prototypes.
Patent in fringe mentallegations.
In September 2007, Bajaj Auto filed a claim accusing that the development of TVS Flame was in
violation of their patent for [Link] Motors countered by threatening to sue Bajaj Auto for libel.
On February2008, the Madras High Court in Chennai restrained TVS from launching it with the
twin spark plug technology. TVS appealed against this decision, claiming that crucial evidence was
not taken into account and in March 2008, launched the Flame with a modified engine containing
one spark plug. The DTS.I idea is a simple one to understand. It involved usage of two spark plugs
(instead of one) per engine cylinder. On 16 September 2009 the Supreme Court of India permitted
TVS Motors to manufacture and sell the 125 cc TVS Flame with Twin Spark Technology. Exhaus
TEC.
Exhaus TEC stands for Exhaust Torque Expansion Chamber, a technology patented by Bajaj. The
technology involves use of a small chamber connected to the exhaust pipe of the engine to modify
the backpressure and the swirl characteristics, with an aim to improve the low end performance of
the bikes. The Exhaus TEC technology is claimed to be highly effective in improving the low. And
midrange torque.
Copy of Pulsar brand motorcycles.
There were several allegations of IPR infringement by Chinese manufacturers in Sri Lankan and
South American markets. Pulsar clone versions are sold in Bangladesh also. The 'Tomahawk'
motorcycle manufactured by Hong Kong based Giantco Limited,'YB200' motorcycle manufactured
by China based Taizhou City Kaitong Motorcycle Manufacture Co., Limited (the company which
made a clone of Piaggio MP3), 'ZX200.7(G) and ZX200.7(II)' motorcycles manufactured by China

28
based Jiangsu Zhongxing Motor Group Co., Limited, 'RT150.8' motorcycle manufactured by China
based Chongqing Rato Power Co., Limited, '[Link]’ motorcycle manufactured by China based
Pantera Motorcycle Co., Limited, 'HJ200.23' motorcycle manufactured by China based Guangzhou
Panyu Haoji an Motorcycle Industry Co., Limited, 'VL150.30, VL150.28 & VL150.26' motorcycles
manufactured by China based Veil Technology Industrial Co., Limited, 'SUM200Pulsar' motorcycle
manufactured by China based Chongqing Union Co., Limited, 'YG200.7A' motorcycle
manufactured by China based Chongqing Yingang Sci.& Tech.(Group)Co., Limited and
'[Link]' motorcycle manufactured by China based Chongqing YiInxiang Motorcycle (Group)
Co., Limited are some famous replica of Pulsar brand motorcycles.
Awards.
The different variants of Pulsar have won the following awards.
2009.2010

 Viewer's Choice Bike of the Year. UTV Bloom berg. Auto Car (For Pulsar135DTS.I)

 Bike of the Year. UTV Bloom berg. Auto Car(ForPulsar135DTS.I)

 [Link](For Pulsar135DTS.I)

 Bike of the Year. ETNOW. Zigwheels (ForPulsar135 DTS.i)

 Lessthan150cc Bike of the Year. ETNOW. Zigwheels (ForPulsar135DTS.I)

2007.2008

 IMOTY Award. Indian Motorcycle of the Year 2008. All Auto Mages. Overdrive, Auto
Car, BS, Bike, Top Gear (For Pulsar 220 [Link])

 Bike of the Year [Link] Car India and Bike India Awards (For Pulsar220
[Link])
 Bike of the Year [Link] (For Pulsar220 [Link])

 Ranked First in ' TOP 30 AUTOMOBILE BRANDS OF INDIA ' 2008. 4Ps Power Brand
Awards

29
 2006.2007

 Bike of the Year 2007. CNBC.TV18Auto Car Auto Awards

2004.2005

 TNS Automotive Total Customer Satisfaction in Premium Segment. NFO Automotive

2003. 2Auto Tech of the year. ICICI Bank OVERDRIVE Awards 2004 (For DTS.I
Technology)

 Bike of the Year .ICICI Bank OVER DRIVE Awards 2004 2002.2003
BBC World Wheels Viewers Choice Two Wheeler of the Year 2003. IBBC World Wheels
(For Bajaj Pulsar 180 DTS.I)
 BBC World Wheels Award for Best Two Wheeler between Rs.55,000 to Rs.70,000.
IBBC World Wheels (For Bajaj Pulsar 180 DTS.I)
 Motorcycle Total Customer Satisfaction [Link] Automotive

 Bike of the [Link] Bank OVER DRIVEA wards 2003

 Bike of the Year 2002. Business Standard Motoring

Bajaj Auto Limited. Profile.

Type. Public

Traded as.

BSE:532977,NSE:[Link]
BSE SENSEX Constituent

Industry. Automotive
Headquarters’. Pune, Maharashtra, India

Frank &Fair Organization

We are honest, sincere, open minded, fair &transparent in our dealings. We actively listen to others
and participate in healthy & frank discussions to achieve the organization's goals.

30
India Suzuki Motor inaugurated New Plantat Surajpur (GreaterNoida)

The new Surajpur plant has been inaugurated by Mr. T. Kazikawa C.E.O & MD Suzuki Global on
6th July2009, which has capacity to produce6 lakh motorcycles annually including Fazer followed
by FZ.16, FZ.S, YZF.R15 and other models. The plant capacity can be augmented up to1 million
units.

This fully integrated assembly plant is built on the lines of Suzuki’s globally tried, tested and
successfully implemented standards and meets the global quality benchmarks. At the core are the
5. S and TPM activities that fuel its Manufacturing Processes. The plant has 3 vehicle assembly
lines and 4 engine assembly lines including one dedicated for export engines. The engine and
vehicle assembly lines are synchronized and incorporate concepts of Unit Assurance i.e. Complete
Product Assurance, Parts Assurance through 100% kit supply on lines and synchronization of parts
storage, supply and production. The innovative production processes along with high tech final
assurance processes are aimed to achieve Zero Claims at our dealers and thus, a highly satisfied
customer base.

31
 CHAPTER-4

DATA ANALYSIS & INTERPRETATION

Q.1) Which type of bike do you have?

Attribute BAJAJ HERO

Performance Segment 30% 40%

bike
An average segment bike 70% 60%

Tab.4.1Type of bike

80%

70%

60%

50%

40%
yes
30%
no

20%

10%

0%

Bajaj (% frespondent) Hero (% of respondent)

Fig.4.1Type of bike

Interpretation:
The above table shows that 30% respondents were performance segment bike and 70% respondents
were an average segment bike on the BAJAJ bike. Whereas 40% respondent performance segment
bike and 60% respondents an average segment bike on the HERO

32
 [Link] how long time period you own bike?

Time period BAJAJ(% of respondents) HERO (% of respondents)

0-1Year 34 28
1-2Year 28 12
2-3Year 26 26
Above3Year 12 34

Table.4.2:Time period

0.8

0.7

0.6

0.5

0.4 Series1
Series2
0.3
Series3
Series4

0.2

0.1

attribute yes no

Figure.4.2: Time period

Interpretation:
The above table shows that 34% respondents have been using BAJAJ bikes and 28% people have been using
HERO bikes for 0-1 year, 28% people and 12% people have been using bikes for 1-2 year, 26% and 26%
people have using a bikes for long 2-3 year. 12% people have been using BAJAJ bikes and 34% people have
been using HERO bikes for above three year.

33
Q3. Are you satisfied with the car and ever advise so meoneto buy BAJAJ bikes or HERO bikes?

OPINION BAJAJ( % of respondents) HERO (% of respondents)

Yes 62 50

No 38 50

Table.4.3:Satisfied with bike

70

60

50

40

30

Bajaj (% of respondents)
Hero (% of respondents)

20

10

yes no

Figure.4.3: Satisfied with bike

Interpretation:

The above table shows that 62% people are satisfied with the BAJAJ bikes and 38% people are not satisfied
with bikes and 50% people are satisfied with HERO bikes and 50% are not satisfied with bikes.

34
Q4 Are you satisfied with the services provided to you by the company?

SATISFACTION WITH BAJAJ (% OF HERO (% OF

SERVICES RESPONDENTS) RESPONDENTS)

Yes 80 60

No 20 40

Table.4.4: Satisfied with the services provided by the company

90
80
70

60

50
40
Satisfaction with services
30 yes
no

20
10

1 2 3 4

Fig.4.4: Satisfied with the services provided by the company

Interpretation:
The above table shows that 80% respondent satisfied with the service provided by the BAJAJ
Company, 20% respondents were not satisfied. Whereas 60% respondent satisfied with the service
provided by the HERO and 40% were not satisfied.

35
Q5. By which facility, you are most satisfied?

Satisfaction with facility BAJAJ(%of respondents) HERO (%of

respondents)
Low price 40 50
Service Station 14 20
Incentives 30 10
Others 16 20

Table.4.5:Satisfactionwithfacility

60%

50%

40%
%ofrespondents

30%
BAJAJ
HERO
20%

10%

0%
Low price Service station Incentives Others
Satisfaction with facility

Fig.4.5:Satisfaction with facility

Interpretation:
The above table shows that 40% respondent low price, 14% service station, 30% respondent incentives
and 16% others to the BAJAJ bike. Whereas 50% respondent low price, 20% service station, 10%
incentives and 20% respondent were others to the HERO bike.

36
Q.6) Do you get spare parts of your bike easily available from market?

Attribute BAJAJ(% of respondents) HERO (%of

respondents)
Yes 84 70
No 16 30

Table.4.6: Spare parts of bike easily available from market

90%

80%

70%

60%

50%

40%
BAJAJ
HERO

20%

10%

Yes No
a t tr ib u t e s
Figure.4.6:Spare parts of bikes easi l y a v a i l able from market

Interpretation:

The above table shows that 84% respondents were yes and 70% respondents were not spare parts of bikes
easily from market to the BAJAJ bike. Whereas 16% respondents choose the yes and 30 respondents no
spare parts of bikes easily from market to the HERO bike.

37
Q7. What are your main preferences while buying bikes?

Attribute BAJAJ (% of respondents) HERO (%of

respondents)
Brand 24 20
Price 36 32
Features 26 22
Service 14 26

Table.4.7:Preferences while buying bikes

40%

35%

30%
% of respondents

25%

20%
BAJAJ
15% HERO

10%

5%

0%
Brand price features Service
attributes

Figure.4.7: Preferences while buying bikes

Interpretation:
The above table shows the Preferences while buying bikes of BAJAJ 24% respondent of brand, 36% of
price, 26% of features, 14% services. Whereas Preferences while buying bikes of HERO 20% brand,
30% of price, 22% of features and 26% are services.

38
Q8. The promotional and advertisement campaign of which company has impact on the mind of
customers?

OPINION % OF RESPONDENTS

BAJAJ 60

HERO 40

Table.4.8 Impact of promotional and advertisement campaign on customer

70

60

50

40

30 Series1
Series2

20

10

opinion bajaj Hero

Figure.4.8: Impact of promotional and advertisement campaign on customer

Interpretation:
The above table shows that 60% customer are affected by promotional and advertisement campaign of
BAJAJ bikes and 40% customer are affected by promotional and advertisement campaign of HERO

39
 [Link]?

External Factor BAJAJ(% of respondents) HERO (%of

respondents)
Print Media 8 12
Electronic Media 30 20
Exhibition 10 8
Trade Show 10 12
Brand image 24 20
Celebrity effect 18 28

Table.4.9:External factors about purchasing bikes

35
30
25
20
15
10 Bajaj (% of
respondentents)
Hero (% of respondents)

5
0

Figure.4.9: External factors about purchasing bikes

Interpretation:
The above table shows the BAJAJ bike and the HERO bike are including the External factors about purchasing
the bikes.

40
 Q10. Should Companies go for innovation in context to development of new bikes?

Attribute BAJAJ (%of HERO (%of

respondents) respondent)
Yes 70 60

No 30 40

Table.4.10:Development of newbikes

0.8

0.7

0.6

0.5

0.4
Series2
0.3 Series3
Series5

0.2

0.1

1 2 3 4 5

Figure.4.10: Development of new bikes

Interpretation:
The above table shows that 70% respondent development of new bike of BAJAJ, 60% of development
of new bikes of HERO. whereas 30% respondent of are not to development of new bike in BAJAJ,
40% respondent not development of HERO bike.

41
Q11. By which Mode/Basis do you Prefer to Purchase?

Scale No. of Respondents Percentage

Cash Basis 21 42

Credit Basis 2 4

On EMI Basis 27 54

Total 50 100

250

200

150

percentage
100 no. of respondents

50

0
highly satisfied dissatisfied total
datisfied

INTERPRETATION:
From the above graph it is showing that 42%of customers prefer to purchase the bike on cash basis,4% on the
credit basis, and 54% on EMI.

42
 Q12. Are you satisfied with pick upper formance of Bajaj bikes?

Scale No. of respondents Percentage

Highly satisfied 50 34

Satisfied 30 60

Dissatisfied 20 6

Total 100 100

250

200

150

percentage
100 no. of respondents

50

0
highly satisfied dissatisfied total
Dissatisfi

INTERPRETATION:
From the above group is showing that the satisfactory with pick upper formance of bajaj bike. In that 42% of
customers highly satisfied, 60% of customer is satisfied and 6% of customer are dissatisfied.

43
Q13. How do you come to know about Bajaj bikes?

Scale No. of respondent Percentage

Advertisement 14 28
Friends/Relatives 26 52
Social media 6 12
Internet 0 0
Magazine 0 0
Others 4 8
Total 50 100

60

50

40

30

20

10

0
Advertisement Friends / Social media Internet Magazine Others
Relatives

INTERPRATION:
From the above graph it is showing that 28% customers are know the name of Bajaj through
Advertisement, 52% from Friends / Relatives, 12% from Social media, 0% from Internet, 0%
from Magazine, and 8% from Others.

44
Q14. WHICH BIKE DO YOU LIKE IN THE BAJAJ?

Scale No. of respondent Percentage

Pulsar 33 66
CT100 8 16
Platina 4 8
Discover 5 10
Other 0 0
Total 50 100

70

60

50

40

30

20

10

0
Pulsar CT100 Platina Discover Other

INTERPRATATION:

From the above graph it is showing that66% Customer slike the Pulsar Bike in Bajaj,16% CT
100, 8% Platina, 10% Discover and 0% other Bikes.

45
Q15. RATE THE FACTORESE FFECTING THE PURCHASE DECISION?

Scale No. of respondent Percentage

Price 16 32
Brand image 16 32
Mileage 10 20
Power 7 14
Style 1 2
Other 0 0
Total 50 100

35

30

25

20

15

10

0
Price Brand image Mileage Power Style Other

INTERPRATATION:

From the above graph it is showing that which factor affecting the customers to make a
purchase decision in that 32% price effects the customers, 32% Brand Image, 20% mileage,
14% Power and the 2% style.

46
[Link] IS YOUR OPINION ABOUT PRICE OF BAJAJ MOTOR CYCLE?

Scale No. of respondent Percentage

Affordable 34 68

Competitive 10 20

Comparatively high 6 12

Total 50 100

80

70

60

50

40

30

20

10

Affordable Competitive Comparatively high

INTERPRATATION:
From the above graph is showing that the opinion about Price of Bajaj Motor Cycle According to the
customers 68% Affordable, 20% Competitive and 12% comparatively high.

47
[Link] DO YOU FEEL ABOUT ADVERTISING STRATEGY OF BAJAJ?

Scale No. of respondent Percentage

Motivate 26 52

Informative 18 36

Makes no difference 6 12

Total 50 100

60

50

40

30

20

10

0
Motivate Informative Makes no difference

INTERPRATATION:
From the above graph it is showing that the opinion about Advertising strategy of Bajaj motor cycles
through customers 52% Motivate, 36% Informative and 12% Makes no difference.

48
Q18. WHAT FEATURE DO YOU LIKE TO DEVELOP IN BAJAJ MOTORCYCLE TOMAKE
IT AS THE BEST?

Scale No. of respondent Percentage

Engine 8 16
Suspension 5 10
Tyre 11 22
Mileage 9 18
Discs 11 22
Seats 6 12
Total 50 100

25

20

15

10

0
Engine Suspension Tyre Mileage Discs Seats

INTERPRATATION:

From the above graph it is showing that the 16% customers like to develop Engine, 10%
Suspension, 22% Tyre, 18%mileage, 22% Discs and the 12% Seats in the Bajaj motor cycle to
make it as the best.

49
[Link] THE SPARE PARTRS AVALIABLE AT THE SERVICE CENTRE, WHERE YOU
DEAL WITH?

Scale No. of respondent Percentage

Yes 45 90

No 5 10

Total 50 100

100

90

80

70

60

50

40

30

20

10

0
Yes No

INTERPRATATION:

From the above graph is showing that the 90% customers say that Spare parts available at the service
centre and 10% customers say not available.

50
Q20. IF THE COMPANY OFFERS ANY EXCHANGE MELA, WILL YOUGO FOR
ANEW ONE?

Scale No. of respondent Percentage

Yes 14 28

No 36 72

Total 50 100

80

70

60

50

40

30

20

10

0
Yes No

INTERPRATATION:

From the above graph is showing that if the company offers any exchange mela,
28% of Customers interested to go for new one but 72% customers not interested go
for new one.

51
 CHAPTER:5

RECOMMENDATIONSANDCONCLUSION

RECOMMENDATIONS
After the complete analysis of entire assignment we put forward a set of
recommendations which are a follows:

 Since the client has targeted the right segments, but there as on for the low sales of
BAJAJ is its dependability on design.

 CBZ is high price. Moreover the client has positioned the bike as ―city ride made easy‖.
Low fuel –efficient bike as a result of which results in small segment of customers.

 HERO is overlooking one feature in bike, which is its low maintenance, and reliability
(i.e. less chances of breakdown) which are absent in its competitors. Therefore in order to
meet the sales target, two options are available with the client, one is to redesign the bike and
second is to reposition the bike as ―bike with one time investment‖ since redesigning of bike
may involve a big task and huge investment therefore we recommended repositioning the bike.

 In order to increase the market share, customer’s promotional activities should be

encouraged through advertisements to attract the male & female segment.

 BAJAJ, if it starts functioning independently, has to innovate and develop their own
technology to support their growth aspirations.

 The dissatisfied customers should be dealt with appropriately should be satisfied so that
they do not break the relationship with company.

 Service class segment has the huge potential for fuel efficient bikes with low
maintenance with some looks.

 Marketing strategy is the crucial part of the brand image building in the customer mind
which can be easily understood by the success of Bajaj Pulsar in the current market.

 Marketing Communication should focus on satisfying the needs for Respect, Power

52
And Comfort. A non-flamboyant well-built brand ambassador maybe chosen to represent the Brand.

 The respondents found difficulty in BAJAJ MOTORS when they go for short travel. The
respondents not have good impression about mileage and resale value of the vehicle.
Hence the company may consider to improving its technical aspects.
 All the respondents have bought their vehicle by ready cash only because of the interest
rate they have to pay for. Therefore the company may arrange some low interest
installment scheme.
 Mostly young age people alone have interest in Bajaj motors and others don’t have
interest in this vehicle because of its weight. Hence the company may try to reduce the
weight of this vehicle.

53
CONCLUSIONS
From the customers survey and desk research we conclude that:

 Most of the customers of BAJAJ belong to congested areas. They mostly belong to middle
class and are mostly officials/ executives. Thus, we conclude client has targeted the right
segment.
 From the findings we conclude that a customers while purchasing a bike, customers takes into
consideration mainly fuel efficiency, good looks, low maintenance cost and reliability.
 The main competitors of BAJAJ and HERO

 The consumer preference basically depends upon wider network and better services.
 In addition to continuous innovation to improve the performance, features and durability of our
two wheelers, we also benchmark the sales of the products and service processes to offer better
value to the customer. Customer service is provided through a large network of fully

 Equipped dealers authorized and certified service points. The service network is equipped with
state of the art workshops, hydraulic and pneumatic equipment, carbon emission devices, etc.
A network of authorized spare parts stockiest has also been setup to ensure timely supplies.

 We commission customer satisfaction surveys through specialist agencies on a continuous

basis to monitor the feedback, which is benchmarked to improve product performance and
satisfaction. The company was ranked second in overall customer satisfaction and HERO
Centre emerged as the top choice in the executive segment.

 Since dealers are the first customers, a comprehensive dealer management system (DMS) is
being introduced to improve dealership sales and services processes. Regular meetings of
select groups of dealers, designated as 'presidents club' and 'antenna club', are conducted to
obtain feedback on customer's expectations and solve customer problems.

 Customers are influenced more to buy a product by advertisements rather than dealer friend’s
family recommendations.

54
 FINDINGS

 The survey showed that most of the respondents those who have Bajaj motors vehicle are
aged between 26-35
35 years, under graduates, business men and their family income range
between Rs.21, 000 to Rs. 30, 000 per month.
month.

 According to survey all the respondents had two

two-wheelers
wheelers before they bought BAJAJ MOTOR
bikes and they particularly had used Bajaj motorcycles. Most ooff the respondents bought Bajaj
motors for elegant look, pickup, etc.
etc.
 The survey showed that most of the respondents have owned Bajaj motors Thunderbird.
Most of the respondents got awareness of the Bajaj motors through their friends and
relatives and they bought their vehicle by cash and their source of finance is personal
saving.
 Most of the respondents opined that Bajaj motors are suitable for long travel and they
mostly prefer to go long travel in Bajaj motors.
 Most of the respondents opined that they will travel 41 to 50 km per day in their Bajaj
motors and they are neutral towards the mileage given by their vehicle.
 Most of the respondents are highly satisfied towards the overall performance of Bajaj motors.
 The survey showed that most of the respondents are highly satisfied with the
the
 Features like pickup, engine performance, road grip, comfort riding, models of Bajaj
motors and its vehicle appearances.
appearances.

 Most of the respondents are satisfied with their safety in Bajaj motors.

 72% of the respondents are highly satisfied towards the Bajaj motors Models.
Models.

 81% of the respondents are highly satisfied towards the Overall performance of Bajaj
motors.

 80% of the respondents bought their vehicle in ordinary season and 20% of the
respondents bought their vehicle in Exchange by Vehicle.24%
24% of the respondents have
bajaj motors.

55
 LIMITATIONS

 Due to lack of time I was notable to cover many customers.

 As I reside in Faridabad which is near to Delhi (Metro city and capital), so customers of
Delhi and Faridabad were taken into account.

 Answers given by the customers may be biased one.

 Research work was confined to definite area in Faridabad.

 Due to time and budget constraints the sample size was small and hence the inference
may not be conclusive.
 There is further chance of non response error which will further complicate devising the
inference.
 Interpretation errors: The inference drawn and designing of questionnaire will be entirely
based on judgment which introduces chances of more error in drawing conclusions.
 There is always sach anceof sampling errors.

 While the respondents fill the questionnaire, their responses may perta into other people’s
opinions and may get based.
 On the part of the researcher, there is always a strong inclination towards attitude
prejudices, i.e., the researcher may hold a bias of his own that will alter the analysis and
conclusions.

56
 ANNEXURE

QUESTIONNAIRE

SECTION-A

Personal in formation

Name ……………………………………………………..

Age ………………………………………………….......

Sex ……………………………………………………....

Income (optional)………………………………………………...........

Address ……………………………………………………..

SECTION-B

Q1. Which type of bike do you have?

a) Performance Segment bike

b) An average Segment bike

Q2. For how long time period you own car?

a) 0-1Year

b) 1-2Year

c) 2-3Year

d) 3aboveYear

57
Q3. Are you satisfied with the bike sand ever advice some o net o buy BAJAJ bikes or HERO
bikes?
a) Yes

b) No
Q4. Are you satisfied with the services provided to you by the company?

a) Yes

b) No

[Link] which facility, you are most satisfied?

a) Low price

b) Service Station

c) Incentives

d) others

Q6. Do you get spare parts of your bike easily available from market?

a) Yes

b) No

Q7. What are your main preferences while buying bikes?

a) Brand

b) Price

c) Features

d) service

58
Q8. The promotional and advertisement campaign of which company has impact on the mind of
customer?
a) BAJAJ

b) HERO

Q9. What are thee external factors that influence you about purchasing bikes?

a) Print Media

b) Electronic Media

c) Exhibition media

d) Trade shows

e) Brand image

f) Celebrity effect

Q10. Should companies go for innovation in context to development of new bikes?

a) Yes

b) No

59
 BIBLIOGRAPHY

BOOKSREFFERED

 AakerDavidA.(TheFreePress.1996),"BulidingStrongBrands"sixthedition.

 Gomez Mejia L.R., Balk in D.B., Cardy R.L.(2005) "Marketing Management" third
Edition" Pearson Education, Prentice Hall of India

 Kothari C.R., (2000),"Research Methodology" second edition.

 Sharma D.D.,(1998),"Market Research" third edition.

WEBSITES
 [Link]

 [Link]

 [Link]

 [Link]

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