Bikes may not sport Bajaj tag in future — Economic Times

14 Мар 2015 | Author: | Комментарии к записи Bikes may not sport Bajaj tag in future — Economic Times отключены

Bikes may not sport Bajaj tag in

( New Bajaj Pulsar 135-cc New Bajaj Pulsar 220 Superbikes on roads Harley-Davidson )

NEW DELHI: maker Bajaj Auto is on its head its sales strategy to itself as a garage of independent a la Hindustan Unilever, its most restructuring exercise since the to exit scooters.

The company distance itself from the brand and focus on just motorcycle brands—Boxer, Discover, and KTM—as well as the rear-engine brand, phasing out the rest, Bajaj Auto managing Rajiv Bajaj.

The Bajaj brand is very covering everything from and hair oil to insurance and financial Correcting that problem is the opportunity for the company, said Mr

Bajaj has already stopped bikes such as the XCD 125 and 135, and Caliber. Others like the will be made for some markets, but Mr Bajaj said models will migrate to the brand vertical in a year.

We have to be clear about our brand stands for. A Pulsar and the humble auto are as different as chalk and cheese.

The has no plans to wind down the Platina, but there will be no investments. As the market evolves, we figure out how to transition the Platina to the he said. We said to ourselves we have a strong differentiator in the so the consumer will buy us even he has a choice of buying a rival brand.

Bajaj Wind 125

It can’t be cost, quality or levers, so it has to be a brand lever as would be the most potent at which to differentiate oneself—at the of the business model itself.

The focus will realign the organisation and every operation marketing and sales to RD, accounts, advertising, HR, production and distribution these verticals. It could to the company dropping the Bajaj eventually. In a brand-centred company, the strategy must manage all including styling, performance, positioning, and pricing, said Mr

Teams will be allocated to the to make them verticals.

The means that operating expectations from a Boxer be different from a KTM product and of funds will alter Similarly, all products made by the will come under the categories.

The company’s new game plan explains Mr Bajaj’s decision placing the Bajaj badge on the car being jointly developed Nissan and Renault. Extending our brand name to that would have been to our strategy, he said, adding the ultra-low-cost car doesn’t fit into any of the brands. Bajaj may jointly own the brand name, though.

Bajaj Wind 125
Bajaj Wind 125
Bajaj Wind 125
Bajaj Wind 125

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