Wednesday, January 09, 2013

Bajaj auto’s lifelines are the discover and Pulsar brands

Bajaj auto’s lifelines are the discover and Pulsar brands. The man at the helm K Srinivas elucidates on current plans and future implications

Also, instead of focusing on 10-15 brands, Bajaj has kept its focus only on a handful of brands. Do you believe this strategy has helped the company stay ahead of the competition?
Proliferation of brands and product portfolio is reflection of diffused positioning and ambiguous understanding of the market. We believe that sharply positioned product portfolio is key to widest and deepest market presence. Our twin brand strategy shows why actually less is more and is reflected in the company’s performance so far. While Pulsar is the #1 sports motorcycle, Discover is positioned as a sporty commuter. Between them, we now have a dominant presence in the fastest growing segments in the category.

Won’t your own offerings like Ninja 250 and Duke 200 pose competition to the Pulsar range?
Ninja 250 and Duke 200 are positioned in the super sports segment. They are in the highest end of the sports segment and will not be competition to Pulsar which is positioned for the mass sports range.

What’s the road ahead for the company’s new found export focus?
The volumes in export market have been growing at a much faster pace than the domestic market. For instance, our average exports volume have moved up from 25,000 units to 1,12,000 units in a span of just five years. This underlines the future potential for Bajaj Auto in the global markets.


Source : IIPM Editorial, 2012.
An Initiative of IIPM, Malay Chaudhuri
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