A Product-based Branding Strategy: Bajaj Auto – Will It Work?
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Code :MCS0028 |
Region : India
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Background Motorcycel Market In India |
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Newer Emerging Segments-Following The Motorcycel Way
A gap existed in the motorcycle market in India with the companies having nothing available in their portfolios in the sports segment, the tourer segment, and in the adventure segment. As the demand in these segments grew, a customer will drop in to the shop and will get choices and it is projected that the future lies in classics, cruisers, super sports, adventure and tourers. Two wheeler manufacturers needed to cater to all sets of riders...
The Turing Point-Removal Of Umbrella Bajaj Brand Name-What Does The Future Hold?
The Turing It was officially announced in 2011 that Rajiv would remove the family name from the products, showrooms, and service centers of the group’s flagship company after April 2014. The two months after April 2014? would witness, ‘Hamara Bajaj’ become ‘Hamara Pulsar’ or ‘Hamara Discover’. This rebranding exercise would see the removal of the Bajaj name which had had a pride of place in all its products, showrooms, and service centers for over five decades. Bajaj decided to overhaul its distribution set-up and rename all its consumer touch points as just Pulsar or Discover, its two most successful bikes. The international retail design agency Fitch was in charge of the rebranding project. Fitch had earlier worked with entities such as the Aditya Birla Group, Boeing, Reliance ADAG, Tata Group, Microsoft, and Vodafone in India. ...
