Bajaj repositions brand strategy

Bajaj Auto has given a peppy twist to the Hamara Bajaj commercial which is keeping in line with its focus on motorcycles and reaching out to the younger generation. In the process, old timers will miss the emotional connect of the Chetak except that the geared scooter market is history today. The company also changed its tagline (that goes with the logo) from ‘Inspiring Confidence’ to ‘Distinctly Ahead’ three months ago but this was done without too much fanfare.

Managing director, Rajiv Bajaj told Autocar Professional, “The new philosophy of 'Distinctly Ahead' encompasses both the product and corporate identity. The idea is to ensure that this defines what Bajaj Auto and its products stand for.” In his view, while commercials like Hoodibaba (for the Caliber 115), Definitely Male (Pulsar) and Jadoo (Discover) were catchy and struck a chord, they did not do too much in terms of articulating the company’s vision or the features of the bikes.

“Today, we have simplified the entire process and want to drive home the message that we are something special. In that sense, being distinct does not mean volumes or leadership but being in a niche of our own,” Bajaj says. Hence, it has taken over from the ‘Inspiring Confidence’ tagline which served its purpose for around five years when the company was making its turnaround after being relegated to the sidelines. At that point of time, he adds, this philosophy was relevant to employees, vendors and dealers in the comeback process. It was a time when the world outside had changed and the priority then was to inspire confidence within the Bajaj Auto fraternity.

GUIDING PHILOSOPHY

Since then, of course, the managing director’s own belief in curing the ills within (which is true of his pet passion, homeopathy) has taken precedence and this is the guiding philosophy of his company today. Equally, he makes no bones about his admiration for German automaker, BMW, whose simple and straightforward vision of being the ultimate driving machine is worthy of emulation.

As Bajaj reiterates, the 'Distinctly Ahead' vision extends beyond products to marketing, manufacturing and communication. Typical examples would be the Probiking initiative in which top-end bikes like the Pulsar 200 and 220 DTS-Fi are displayed in exclusive outlets. Similarly, from the manufacturing viewpoint, the new Pantnagar plant is unique because of its structure in housing 16 vendors who meet practically its entire needs.

Bajaj said that capacity at this facility would be increased to 60,000 units by October. The company’s exports have also been soaring and the target for this fiscal is 600,000 units which will translate into revenue of Rs 2,500 crore. The corresponding figures for 2006-07 were 424,000 units and Rs 1,700 crore.

MURALI GOPALAN