India’s popular two wheeler maker Bajaj Auto has ‘Discovered’ a strategy to ‘Pulsate’ its business. Indeed it is planning to increase the production capacity of bikes to 300000 in 2010-11, starting from next April. The production will focus on new versions of these bikes, which have yielded a stunning show to Bajaj, disclosed its MD Rajiv Bajaj.
The major chunk of these numbers will be from Discover and Pulsar – 200000 units- and the Platina will share about 40000 units, followed by Boxer(an exclusive export brand to Africa- to complete the schedule. Bajaj is concentrating on global markets as the export has stimulated in September (81000 units) and October (84000 units) with November promising some more returns, said Mr.Bajaj.
Bajaj had been on the trailing track in 2008 and the sale in 2009 has been a rousing comeback courtesy Discover and Pulsar. These two bikes combined the fun and biking sought by the customers. Pulsar maintains its slot as the topper in the sports category at 65000 units a month and Discover has its hit the headlines to combat Splendor and Passion from Hero Honda. The Discover, comprising 135cc version constitutes 95000 units every month.
Bajaj attributes the triumph of these brands to strategy over creativity and the company intends to carry over the torch of success without hurting it. Bajaj has discovered the brand position from these bikes akin to Sony for Walkman or Kawasaki for Ninja. The brand has yielded better leverages sans any large scale propaganda. The difference between these brands and the competitors, according to Mr.Rajiv, is the difference again, in product platform.
He recalled the ouster of its own Chetak, on the arrival of bikes from Bajaj itself. Thus, anything uniquely different – mileage, storage, style or comfort- pays rich dividends, he asserted. He believes that the success track has the value-drive, on which Bajaj likes to build on.