Bajaj Discover ‘Chalta Nhi Daudta Hain’ By Shivang Bhardwaj PGDMM01 (Roll no-13)

                                                                                                                             Bajaj Auto

Bajaj Auto Limited is an Indian largest two-wheeler and three-wheeler manufacturing company. Bajaj Auto manufactures and sells motorcycles, scooters and auto rickshaws. Bajaj Auto is a part of the Bajaj Group. It was founded by Jamnalal Bajajin Rajasthan in the 1930s. It is based in Pune, Mumbai, with plants in Chakan (Pune), Waluj and Pantnagar in Uttarakhand. The oldest plant at Akurdi (Pune) now houses the R&D centre 'Ahead'.
Bajaj Auto is the world's third-largest manufacturer of motorcycles and the second-largest in India. It is the world’s largest three-wheeler manufacturer.On 31 March 2013, its market capitalisation was INR 520 billion (US$9.57 billion), making it India's 23rd largest publicly traded company by market value. The Forbes Global 2000 list for the year 2012 ranked Bajaj Auto at 1,416                              

                             Bajaj Discover ‘Chalta Nhi Daudta Hain’                                                        

The first variant of Discover was launched in 2004. The bike had an engine capacity of 125 cc. A 112 cc variant was launched in December 2005. The bike was claimed to have a mileage of 101 km/l (290 mpg_-imp; 240 mpg_-In 2007, a 135 cc variant was launched.
The Discover was the second Bajaj bike (After the Pulsar segment) to come with the six spoke alloys and the patented "Exhaus-TEC"—basically a resonator that boosts torque at lower rpms. It also employed the Bajaj trademark "DTS-i" Digital Twin Spark Ignition Technology used in the Bajaj Pulsar 150 and 180 DTS-i. At launch, four variants were available:

· Spoke wheels, Drum brake, Kickstart, 

  Round Headlamp
· Spoke wheels, Drum brake, Kickstart,   Fairing Spoke wheels, Drum brake,       Selfstart, Fairing
· Alloy wheels, Disc brake, Selfstart, Fairing,Tachometer

Technical specification

                    

USP of Bajaj -It brought high-end features to the mileage market with lower Prices

Marketing Mix

PRODUCT: BAJAJ has a very wide range of vehicles,Discover,Platina,pulsar, Rouser,Chetak.Ninja, Avenger

PRICE:  

The prices of Bajaj are generally affordable acceptable by the general public at large. Bajaj always have something for the lower class people with Discover being their trump card. Giving discount every month and special promotion for certain type of two wheeler also one of the strong strategy use by Bajaj. Discount can be made from Company’s profit or from dealer’s profit at certain range.

 Pricing strategies: 

· Penetration pricing
· Low pricing policy with minimum profit margin.
· Though the one lakh price tag is not fixed by Bajaj group, it was the word of mouth of people which fixed that range. This expectation of people creates a big challenge for the company.

 Promotion: 

 Bajaj Discover promote their products via Advetising and after sales services.·Enough use of one of the most important element of promotion mix, publicity reduces the necessity of other promotional devices for discover.
Place: Bajaj Discover has an extensive dealer network covering Indian markets. Wherever you are, there is a Bajaj Sales and Service dealership close to you. The channel of distribution, physical location, and dealership method of distribution and sales is generally adopted. The distribution of vehicle must be in a very systematic way, from the plant to dealership and to end user. This is not only in India itself but also to the world-wide dealership.