Bajaj Auto to spend Rs 100 cr on advertising in 2000

29 Мар 2015 | Author: | Комментарии к записи Bajaj Auto to spend Rs 100 cr on advertising in 2000 отключены

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Bajaj Auto to spend Rs 100 cr on in 2000

Kumarkaushalam New Delhi, Jan 13: Auto Ltd has earmarked Rs 100 crore as budget for the year 2000-2001-up the current Rs 80 crore. «The excitement will be the evolution of Bajaj,» says Bajaj vice-president (business and product R L Ravichandran. «Around the Planet campaign, there will be campaigns to communicate the character of the While the Planet Bajaj would subtly evoke commitement to a greener environment-and the account will be handled by Leo Brunnet, scooters will be by Lintas, scotterettes by Contract and by Quadrant.

The focus of the creative will not be as on specifics as on reinforcing the character of the So the Calibre is regarded as the «Unshakeable»; the has a «Winning Edge»; the Spirit is as «Increadibly Attractive»; and the Legend is «It’s Something Else».

in the case of Planet Bajaj, will not dwell on Bajaj’s prowess or competence but would consumers to a visually appealing dotted with butterflies and Says Ravichandran: «On Bajaj-inhabited by 15 million Bajaj is no dearth of air, water and In this planet, Bajaj give a vehicle to every age at all price points.»

Close on the heels of the TVC for Legend Bajaj is now starting a print for Legend in major dailies in the 10 days. The print campaign be a mix of black and white and colour ads in creatives. The objective of the Rs 3-crore communication is to position the brand as Something Else (zara hai).’ For its other scooter Chetak, Bajaj will a major ad campaign in April

Strengthening dealerships

With 14 products launched in the last 12 and over a dozen expcted year, including the upscale bike, Bajaj is shoring up its 380 and over 1,300 service «We do not propose to increase our says Ravichandran. «But, a shift from two-… to four-… ones, the service at would have to be more

Segregating dealerships on the basis of Bajaj is focusing on providing standards and corporate identity at its upgrading software, providing reliable services and expanding the of spares. «We are now focusing on dealers and attitudinal training,» Ravichandran. «Service centres are designed to be a reference point to an impact on the consumer. The frontline is being trained to interact customers not only with knowledge or clinical indifference but exude involvement and warmth.»

Bajaj is aiming to increase its from over Rs 4,000 in March 1999-2000 (estimated) to Rs crore in 2000-01 to Rs 7,000 in 2001-02. In the next six months,Bajaj is to launch the four-… automatic Saffire, scooterette Sunny and new Champion motorcycle. Its upscale which is expected to drive Bajaj’s potency in offering product rather than be a is expected to hit the roads by October

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Crorepati Hangama: Driving wild?

While the advertising has been finalised, the spending on at Bajaj will be determined by the situation, inventories and the seasonality. Bajaj Auto vice-president and product development) R L Ravichandran: launched the promo Bajaj Hangama in December 1999 to the sluggish sales towards the end of Now, we have launched yet Crorepati Hangama, with a set of prizes, in January 2000 to our scooter sales.»

Targeting to sell 70,000 in December 1999 as against the of 60,000 scooters in December Bajaj claims to have 85,000 scooters in one month-thanksto its Rs promotional Crorpati burst. In like Punjab, the scooter touched 14,000 in December as compared to 8,000 units in ’98, according to the company.

dealers couldn’t believe they could double sales in December,» says «In January 2000, our is to sell 75,000 scooters up 60,000 units in January

Copyright copy 2000 Express Newspapers (Bombay)

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