tag:blogger.com,1999:blog-33672767632931686942024-02-21T23:48:23.149-08:00Men Machines Marketing (The SIIB Bajaj Workshop)Where passion for Bikes meets passion for Marketing!RIDE THE FIRE INSIDEhttp://www.blogger.com/profile/03294121151327189534noreply@blogger.comBlogger4125tag:blogger.com,1999:blog-3367276763293168694.post-72950711572116118802011-08-22T12:58:00.000-07:002011-08-22T13:25:23.033-07:00How We Viewed The Gears Change!<div dir="ltr" style="text-align: left;" trbidi="on"><span class="Apple-style-span" style="font-size: large;">(Wherever you find blank spots, please hover your mouse over the place. If you do find YouTube videos giving you an error, please click on its title to open in a new window)</span><br />
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<span class="Apple-style-span" style="font-size: large;">When there was only one channel, <a href="http://ddnational.blogspot.com/">DD National</a> and nothing else, when all family members used to gather together in the night, the 'Mummy ka, paapa ka' Bajaj looked like this. It found a connect with almost everyone in the family and even, the entire nation. Just relive the time of 1989 for a minute...</span><br />
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</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-size: large;">And a little later, we found this...<o:p></o:p></span><br />
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</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-size: large;">In 2001, when the nation became young and was just reaping the benefits of reforms, we found our reflection in this TV Commercial! The outlook changed but values still firm in place...</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-size: large;"><o:p></o:p></span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-size: large;"><br />
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</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-size: large;">The delivery of baby boy that revolutionized biking in india:<o:p></o:p></span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-size: large;"><br />
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</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-size: large;">No words but 'Feel like God'!<o:p></o:p></span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-size: large;"><br />
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<div class="separator" style="clear: both; text-align: center;"><span class="Apple-style-span" style="font-size: large;"><object class="BLOGGER-youtube-video" classid="clsid:D27CDB6E-AE6D-11cf-96B8-444553540000" codebase="http://download.macromedia.com/pub/shockwave/cabs/flash/swflash.cab#version=6,0,40,0" data-thumbnail-src="http://0.gvt0.com/vi/npzedFEs_Qg/0.jpg" height="266" width="320"><param name="movie" value="http://www.youtube.com/v/npzedFEs_Qg&fs=1&source=uds" /><param name="bgcolor" value="#FFFFFF" /><embed width="320" height="266" src="http://www.youtube.com/v/npzedFEs_Qg&fs=1&source=uds" type="application/x-shockwave-flash"></embed></object></span></div><span class="Apple-style-span" style="font-size: large;"><br />
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</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-size: large;">Did we really realize how the transition from a family brand to a youth brand took place? To check out more of how the gears changed, please check out <a href="http://www.youtube.com/user/BajajAutoLtd">the official YouTube channel of Bajaj Auto</a> and <a href="http://mypulsar.com/tvc.aspx">a few Pulsar TVCs from the official website</a>!</span></div><div class="MsoNormal"><o:p></o:p></div></div>RIDE THE FIRE INSIDEhttp://www.blogger.com/profile/03294121151327189534noreply@blogger.com0tag:blogger.com,1999:blog-3367276763293168694.post-75633240919331089962011-08-19T16:59:00.000-07:002011-08-19T17:00:46.924-07:00Switching Gears<div dir="ltr" style="text-align: left;" trbidi="on"><div style="text-align: center;"></div><div class="MsoNormal"><span class="Apple-style-span" style="font-size: large;">You stop at a red signal… You find that the restaurant you were searching for is just 200 meters away post the signal… A lot of traffic is making the ambience very spacious and you wish to cruise ahead surpassing the rest… The lights are not yet green, but you find others moving ahead… Proving the Darwin’s theory right, you look for your survival and try to be the fittest; the noise of horns all around is already making you nervous… You switch gears, vroom ahead and march to your destination with a bold move on the accelerator and turn out the leader soon in the unorganized race…<o:p></o:p></span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-size: large;"><br />
</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-size: large;">Hasn't that been a familiar scenario?<o:p></o:p></span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-size: large;"><br />
</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-size: large;">This just does not apply to ordinary individuals like you but to even to corporations, even those who are in the business of manufacturing bikes. And your bike has a reflection of your personality, identity in your bikes…<o:p></o:p></span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-size: large;">Bajaj Auto is no exception to this. What they were two decades ago and what they are now is a radical difference. Through discussions in classrooms at numerous b-Schools or in any class of brand repositioning, Bajaj Auto can’t be missed for the revolution they have crafted.<o:p></o:p></span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-size: large;"><br />
</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-size: large;">Two decades ago, when there existed no competition, ‘Papa ka, mummy ka Bajaj’ was the identity among Indian households. They were known as scooter and auto rickshaw manufacturers. There ads that were featured then, on the only existing TV channel, Doordarshan were very different from now</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-size: large;">. <o:p></o:p></span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-size: large;">Bajaj Super, Bajaj Chetak, everyone wanted to own them! People were willing to wait for 10 years, which isn’t necessarily a good thing as it casts doubt on the manufacturing capacity despite the big workforce. Now, Bajaj has a workforce of 12000, most of them ITIs, diploma holders while it earlier had a workforce of 17000 while the production capacity has gone up by 4 times the earlier. The output to input ratio has become impressive over the years. <b>Who’s behind that?<o:p></o:p></b></span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-size: large;"><br />
</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-size: large;">As people stopped giving preference to motorcycles over scooters, there was a thing to worry for the scooter behemoth. Hero Honda was doing excellent at motorcycles while Bajaj was just not able to catch up. Boxer, Caliber was just not doing the job that they were supposed to. And, there is this undeclared thumb rule in the automobile industry; you just can’t take the spot of a player where one company is already the king. No one could take scooters away from Bajaj but now no one could take 100cc motorcycles away from Hero Honda. In the year 2001, Bajaj’s financials were very worrying… What could they do from here when customers don’t like scooters and there is Hero Honda established in economy bikes? There was already Enfield on the top end.<o:p></o:p></span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-size: large;"><br />
</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-size: large;">They had to come up with something radically new…<o:p></o:p></span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-size: large;"><br />
</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-size: large;">Although 100cc economy bikes were ruling the roost, there was a market gap which was yet to be fulfilled. Those who disliked economy bikes and could not afford Enfield were just looking for that midpoint. They wanted an ideal mix of power and economy. <o:p></o:p></span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-size: large;"><br />
</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-size: large;">Then came the ‘<b>Definitely Male</b>’!!!<o:p></o:p></span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-size: large;"><br />
</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-size: large;">A similar one from rival was doing good in the market, but it delivered style and power, not economy. Year on year, trying everything best they can, Bajaj came up with aggressive marketing on Pulsar and the youth kept saying, ‘Viola, I got it!’<o:p></o:p></span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-size: large;"><br />
</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-size: large;">Soon, Pulsar 150, 180 were the bikes to be found easily on streets. The rival came up with many models but they flunked easily without even a notice. <o:p></o:p></span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-size: large;">With all those changes that this bike made possible, the statement that Bajaj made to audience changed. There ads year on year kept changing and delivering various statements to different people. <o:p></o:p></span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-size: large;"><br />
</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-size: large;">The year 2001 marked the crossroad analogues to the red signal we discussed. The Pulsar was just to get launched; the destination was near; there was a lot of noise about drop in sales; survival of the fittest was on back of the min; removing Hero Honda from their position was not possible; switching gears and moving ahead of everyone in the industry was making them nervous; and yeah, the target was near!! <o:p></o:p></span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-size: large;"><br />
</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-size: large;">Now, the ‘papa ka mummy ka Bajaj’ stands as a youth icon. Now, the scooter and auto rickshaw manufacturer is known as a motorcycle manufacturer. This also becomes an example of brand repositioning and might even find a place in Kotler’s upcoming editions!<o:p></o:p></span></div><div class="MsoNormal"><span style="font-size: large;"><br />
</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-size: large;">Yes, who’s behind it??? The man is called <b>Rajeev Bajaj</b>, who turned Bajaj Auto’s fortunes over years…<o:p></o:p></span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-size: large;"><br />
</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-size: large;">Look towards the left of the screen, enter your email ID and know how this journey took place apart from… How engineering quality was not enough, marketing was the weapon; How reduced workforce with not-so-great qualifications gave them higher manufacturing capacity; and a lot of other stuff on motorcycles!</span><o:p></o:p></div></div>RIDE THE FIRE INSIDEhttp://www.blogger.com/profile/03294121151327189534noreply@blogger.com0tag:blogger.com,1999:blog-3367276763293168694.post-29963301757943107172011-08-19T05:14:00.000-07:002011-08-19T05:14:36.927-07:00Pulsar Mania!<div dir="ltr" style="text-align: left;" trbidi="on"><div class="separator" style="clear: both; text-align: center;"><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.youtube.com/embed/wBqpQySKwcI?feature=player_embedded' frameborder='0'></iframe></div><a href="http://www.blogger.com/"></a><span id="goog_685916906"></span><span id="goog_685916907"></span></div>RIDE THE FIRE INSIDEhttp://www.blogger.com/profile/03294121151327189534noreply@blogger.com0tag:blogger.com,1999:blog-3367276763293168694.post-78796335005804992522011-08-07T22:49:00.000-07:002011-08-18T04:24:03.958-07:00FIRST GEAR<div dir="ltr" style="text-align: left;" trbidi="on"><div closure_uid_q2m134="121"><span class="Apple-style-span" closure_uid_nfc3oz="110" closure_uid_q2m134="122" style="font-size: large;">Do bikes turn you on? </span></div><div closure_uid_q2m134="121"><div closure_uid_7rb0jd="110"><div closure_uid_p5px0h="101"><span class="Apple-style-span" closure_uid_q2m134="122" style="font-size: large;">Does fuel flow in your veins?</span></div></div></div><div closure_uid_q2m134="121"><span style="font-size: large;">Are you passionate about Marketing?</span></div><div closure_uid_q2m134="121"><br />
</div><div closure_uid_q2m134="121"><div closure_uid_stkxxc="112"><span class="Apple-style-span" closure_uid_33ivt5="110" closure_uid_q2m134="124" closure_uid_stkxxc="113" style="font-size: large;">If the answers are yes then <strong>Symbiosis Institute of International Business (SIIB)</strong> brings to you an opportunity you just can't resist!</span></div></div><br />
<div closure_uid_q2m134="126" closure_uid_sl0wk3="113"><div closure_uid_stkxxc="110"><span style="font-size: large;"></span><span class="Apple-style-span" style="font-size: large;"><span style="color: #f1c232; font-family: "Trebuchet MS", sans-serif; font-size: x-large;">The SIIB Bajaj Workshop</span></span></div><div closure_uid_stkxxc="110"><br />
</div><div closure_uid_q2m134="168"><div closure_uid_7rb0jd="113"><div closure_uid_33ivt5="113"><div closure_uid_p5px0h="103"><div closure_uid_mnf9q7="103"><span class="Apple-style-span" closure_uid_33ivt5="112" closure_uid_7rb0jd="112" closure_uid_mnf9q7="101" closure_uid_p5px0h="104" closure_uid_q2m134="160" style="font-size: large;">Check out the "The Event" tab for what we have in store for you.</span></div></div><div closure_uid_p5px0h="103"><br />
</div><div closure_uid_p5px0h="103"><span style="font-size: large;"><strong>What's in it for you?</strong></span></div></div></div></div><div closure_uid_33ivt5="114"><br />
</div><div closure_uid_q2m134="166"><div closure_uid_p5px0h="117"><span class="Apple-style-span" style="font-size: large;">You get to race too!</span></div></div><div closure_uid_q2m134="162"><span class="Apple-style-span" closure_uid_q2m134="164" style="font-size: large;">You get to compete with the best in the country to prove your mettle!</span></div><div closure_uid_q2m134="163"><span class="Apple-style-span" style="font-size: large;">You get to have a lot of fun!</span></div><div closure_uid_q2m134="163"><span closure_uid_q2m134="165" closure_uid_sl0wk3="111" style="font-size: large;">And you get a chance to meet an absolute LEGEND!</span></div><span class="Apple-style-span" style="font-size: large;"></span><br />
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</div><div closure_uid_q2m134="159"><div closure_uid_sl0wk3="129"><span style="font-size: large;">Just click on the follow button on the blog and watch out this space for more.</span></div></div><div closure_uid_q2m134="159"><span style="font-size: large;">You could send your guesses, enquiries and suggestions to us at: </span><a href="mailto:siibbajajworkshop@gmail.com"><span style="font-size: large;">siibbajajworkshop@gmail.com</span></a></div><div closure_uid_q2m134="159"><span style="font-size: large;"><br />
</span></div><div closure_uid_q2m134="159"><div closure_uid_sl0wk3="112"><div closure_uid_33ivt5="115"><strong><span style="font-size: large;">LET THE RACE BEGIN!!!</span></strong></div></div></div></div><div closure_uid_q2m134="121"><br />
</div></div>RIDE THE FIRE INSIDEhttp://www.blogger.com/profile/03294121151327189534noreply@blogger.com0Symbiosis Infotech Campus, Plot No. 15, Rajiv Gandhi Infotech Park, MIDC, Hinjewadi, Maharashtra 411057, India18.5828139 73.73620140000002718.5820849 73.735110400000025 18.5835429 73.73729240000003