Using marketing mix to launch a new bike brand in the market

Abstract

Bajaj Auto is a $2.3 billion company founded in 1926. It is world’s fourth largest two– and three–wheeler manufacturer. The company is into manufacturing of motorcycles, scooters and three–wheelers. In India, Bajaj Auto has a distribution network of 485 dealers and over 1,600 authorized services centers .The Bajaj brand is well–known across several countries in Latin America, Africa, Middle East, South and South East Asia. It has a distribution network in 50 countries with a dominant presence in Sri Lanka, Colombia, Bangladesh, Mexico, Central America, Peru and Egypt. It has technical tie up with Kawasaki Heavy Industries of Japan to manufacture latest models in the two– wheeler space. Bajaj Auto has launched brands like Boxer, Caliber, Wind125, Pulsar and many more. It has also launched India's first real cruiser bike, Kawasaki Bajaj Eliminator. And their Latest addition is The Bajaj ‘V’. Bajaj Auto's has three plants in total one for three wheelers and others for two wheelers, two plants situated at Waluj and Chakan in Maharashtra and one plant at Pant Nagar in Uttranchal, western India. The importer for Bajaj bikes and other Bajaj produts in Bangladesh is Uttara motors limited (UML). Uttara Motors Limited (UML) was established in 1972 by her founding Chairman & Managing Director Late Mr. Mukhlesur Rahman. UML which is the flag bearer of Uttara Group of Companies (UGC), is engaged in the sales and marketing of different brands of automobiles throughout the country via her nationwide sales, service & spare parts network. UML’s product range includes motorcycles, auto rickshaws and commercial vehicles which are assembled here in Bangladesh by her other sister companies, and other products such as passenger cars, SUVs, pickup trucks are imported in CBU condition from the respective manufacturers in Japan, India, Pakistan, Indonesia & Thailand. And for the 360 degree marketing solution Uttara motors limited have chosen Asiatic EXP as their partner which is the BTL marketing wing of Asiatic 3Sixty. Asiatic Group of Companies, the largest marketing communications group in the country. This diversified organization’s humble journey started as an advertising agency on the same day back in 1966 as East Asiatic. Later in 1994 East Asiatic was transformed into Asiatic Marketing Communications Ltd. Asiatic was one of the very first companies to seek international affiliation. In 1996, Asiatic built international partnership with J. Walter Thompson (JWT), currently the 4th largest and one of the oldest advertising agencies in the world. Asiatic 3 Sixty, throughout its whole journey serviced some of the biggest names in business such as- Pepsi, Robi, Airtel, Grameenphone, Lux, Sunsilk, BATB, Nokia, HSBC, Wheel, Red Cow, Dano, ICC (International Cricket Council) and many more. Asiatic has also created ground breaking social campaigns for the Government of Bangladesh, UNICEF, BRAC, Save the Children, CARE, TIB, UNDP, SMC, BCCP etc. Asiatic EXP is all about giving their clients an experience which they never had before. That’s why they use the word EXP the short form of Experiential marketing. Asiatic 3Sixty in a picture: This report attempts to explain the whole launch plan for the Bajaj ‘V’ bike through the perspective of the planning team of Asiatic EXP also relating this plan with the Marketing mix. In addition this report will contain the detailed work that I have done being a part of the planning team. After receiving the brief from Uttara motors and co-ordinate with the whole team to create a full proof plan to create maximum impact. I have been lucky enough to work in this project with the planning team and see it firsthand that how things work in the marketing and communication world. The clients ask for it and we deliver the goods. I have also seen how my inputs have raised the magnitude of the whole plan and then finally see the implementation of the plan.