Marketing Plans Analysis Essay Example

company and dealers have service centers in the automobile industry. In March 2012, there was a surge in automobile sales, with some two-wheeler OEMs achieving record-breaking volumes. Demand has remained high throughout the year, although there has been some moderation in the sector. During this time period, Bajaj witnessed a 10% increase in motorcycle sales, selling 300,848 units compared to last year's 274,392 units. It is important to note that The Pulsar reached an impressive milestone of selling 5 million units since its launch approximately a year ago. In terms of overall domestic two-wheeler sales, Honda overtook Bajaj and became the second-largest player in the market. Despite strong sales of the Pulsar and Discover models, Bajaj faced challenges in the 100-125 CC category.

Bajaj Auto holds a market share of 25.5% and has experienced a growth in volume of 9.4% compared to the previous period. The company's strategy relies on motorcycle sales to maintain its market position, despite concerns surrounding its decision to exit the scooter category and its limited presence in the 100-125 cc segment. These challenges have posed significant obstacles for Bajaj Auto. Nonetheless, the company remains confident in its dominance within the executive/performance bikes segment and has recently launched the KTM Duke 200 and Pulsar 200 NS to expand their range of products in this particular category. With the introduction of the Duke, Bajaj strengthens its ability to compete with rivals such as R15 and CBR. Milind Bade, GM (Marketing, Bajaj), emphasizes that increasing volumes is not solely Bajaj's focus; instead, they concentrate on capturing middle and top-end markets through their Discover and Pulsar brands. As a result, all marketing efforts will be

directed towards these brands while also undergoing a rebranding process.

Future Projections:
Rahul Bajaj has confirmed the launch of the KTM Duke 390 in 2013. A similarly powered Pulsar is also expected to be launched around the same time. Hyosung has already introduced its 600 CC and 250 CC bikes in India. Yamaha plans to bring its higher powered Fazers and Rs into India. Honda will also be introducing its CBR superbikes in late 2012 and early 2013. Although the P 350 may be underpowered compared to these models, it will offer a more affordable option for the urban middle class.

Although motorcycle sales had a good year in 2011, uncertainties arose during the last quarter and the current economic downturns indicate a less positive outlook for the future. The passenger vehicle sector only saw minimal growth of 0.49% from April to December 2011. However, the high-end market, which is a specialized niche, seems to be less impacted. Initially expected to grow at a rate of 14% per year, the motorcycle industry now predicts a more realistic growth rate of 8%.

Despite experiencing three years of above-average growth, the two-wheeler industry is currently facing a decline in its growth. An analysis of the past twenty years suggests that although negative growth is unlikely, there may be a period of modest single-digit growth for a few years. The rural market in India is crucial to this trend and contributes to almost half of the total sales in the two-wheeler industry. However, insufficient policy support and an increasing risk of loan defaults are negatively impacting rural income and the agricultural sector, which could potentially harm the market. As a result, Hero

Moto Corp and TVS are expected to face specific challenges in these markets while Bajaj has an opportunity to take advantage.