A Product-based Branding Strategy: Bajaj Auto – Will It Work?



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Code :MCS0028

Year :
2014

Industry :Automobile- Two Wheelers - Motorcycles and Scooters

Region : India

Teaching Note:Yes

Structured Assignment : Not Available

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Abstract:In post-independent India, many industrialists were at the forefront in developing the economy and one such group was the Bajaj group. This group is among the top of the line business houses in India. It is a well diversified group with a wide range of industries spanning automobiles (two-wheelers and three-wheelers), home appliances, lighting, iron and steel, insurance, travel, and finance. The flagship company of the group is Bajaj Auto, which is ranked as the world's fourth largest two- and three- wheeler manufacturer. Bajaj, as a brand, is well known across several countries in Latin America, Africa, the Middle East, South and South East Asia. The founder of the group, Jamnalal Bajaj, was a close follower and disciple of Mahatma Gandhi.

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Pedagogical Objectives:

  • Understanding the basics of Brand Management (The case has examples from Branding Elements and Brand Communications)
  • Understanding the role of Customer Based Brand Equity Management.
  • Explaining brand communication.
  • Understanding the role of a flagship brand in a portfolio of related brands.
  • Managing brands over time.
  • Learning about brand form extension.

    Keywords :Branding ,Brand Strategies, Business Strategy, Marketing Management, Product Strategies Brand Management Marketing communications, Brand Equity, Marketing communications, Brand Extension

    Contents :
    » Background
    » Motorcycel Market In India
    » Newer Emerging Segments-Following The Motorcycel Way
    » The Turing Point-Removal Of Umbrella Bajaj Brand Name-What Does The Future Hold?


    Case Introduction >>


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