A Product-based Branding Strategy: Bajaj Auto – Will It Work?
Code :MCS0028 |
Region : India |
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Introduction: 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), the Managing Director of Bajaj Auto, had been talking about the shift in consumer preferences toward motorcycles. He was of the view that Indian consumers, both urban and rural, had become better off. They had greater purchasing power than earlier and had begun demanding greater design inputs, better looks, feel, comfort, and adventure in the products that they bought and were willing to pay for these attributes. |
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