FROM THEN......
Bajaj is Bachchan of two wheelers. It had been an interesting story of Bajaj , interesting in the marketing and strategic point of view of how a company which thrived during the closed economy has evolved to a dynamic company in a free market economy.
The brand has evolved from " Hamara Bajaj" TO " No one can beat a Bajaj" TO " Inspiring Confidence".Rahul Bajaj , the Part time Chairman of the company has been instrumental in facilitating this change from a Fuddy Duddy image of a scooter manufacturer to a dynamic young M/Cycle manufacturer.
Bajaj which was proudly known as world's largest manufacturer of scooters in the nineties found to its surprise one day that Indians now don't like scooters, they like m/cycles. Bajaj first thought it is not possible. How can people who once waited for 3 years to get a scooter can think of buying a m/cycle. But ultimately numbers proved the point. Bajaj no longer mattered in the new scheme of things. Hero Honda is the leader in the motorcycle segment (which was once dominated by Yezdi, Enfield and Java) and scooter sales are coming down.
Bajaj still believed that things were as usual, people prefers scooters, m/cycle is just a fad, no one can beat a bajaj ...... but ..,Once Bajaj has realised that Indian consumers have changed, It has to change and it changed for the better.Bajaj came with a series of M/Cycle launches but it took a long time before Bajaj could establish itself in the M/Cycle market.
This proves the point that as a marketer, you cannot take customers for granted no matter who you are.Pulsar helped Bajaj to establish itself as a serious player in the Indian M/cycle market. Bajaj had failures in establishing its presence in the executive segment where Hero Honda's splendour rules .
THE TRANSITION
& NOW
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