Abstract:

Bajaj Auto Limited is an Indian two-wheeler manufacturing company. The scooter segment with the slogan of ‘Hamara Bajaj’ became a popular brand image amongst the Indian population, especially among the middle class families. Over the last decade, the company has successfully changed its image from a scooter manufacturer to motorcycle manufacturer. It has witnessed real growth during last 10 years, after the successful introduction of new models under its motorcycle segment, such as, Pulsar 150, Pulsar 200, Pulsar 220cc DTS-i, Pulsar 150 DTS-i, Pulsar 135cc, Discover 100cc, 125cc, 150cc, Pulsar 200 NS,  KTM-DUKE 200cc, 350cc etc.

In light of the above facts it is important to examine the marketing environment of the two-wheeler industry in India, its growth, performance and business. Bajaj Auto Limited is a big enterprise which has witnessed significant changes in business and market. A company which had a great presence in the market once is now facing tough competition and has a decreasing market share in the industry. The researcher thus tries to examine the marketing strategy of Bajaj Auto limited.