The Bajaj Logo
Three Months after we first predicted a potential change in the Brand strategy of Bajaj Auto Ltd [BAL] on account of plunging market shares and changing Brand Values, the company has finally taken their changing strategies public.
On Wednesday, 9th of December 2009, Rajiv Bajaj, the Managing Director, BAL, announced that the company was all set to bid adieu to its Scooter segment to focus on motorcycle market. Bajaj Auto Limited has seen its scooter volumes drop to barely a couple of hundreds, per month. The company, which dominated the scooter market with geared brands like Chetak and Super, suffered in the 1990s with the upcoming trend of motorcycles in the market that were not only more stylish and appealing but they also offered greater mileage.
Read our previous analysis on BALs changing brand values here.
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Ice work.. Great work, keep it up. Bajaj could get a lot of your information and analysis.
Looking forward to more breaking articles..