Rajiv Bajaj - Axis Presentation

GOOD AFTERNOON !

Idiot proof?

Axis Capital Annual Investor Conference, Mumbai, Thursday 1st November 2012. Bajaj Auto Ltd.

IDEA

1

Rit-a : the law of rhythm, cycles.

Yajna : sacrifice of what you hold dearest.


EXECUTION

2

Rhythm :

Offense strategy. Flanking strategy. Guerrilla strategy. Defense strategy.


Sacrifice :

Growth v/s greed. Brand management.

RHYTHM 1

3

Principles of offensive marketing warfare

1. The main consideration is the strength of the leaders position.2. Find a weakness in the leaders strength and attack at that point.3. Launch the attack on as narrow a front as possible.


OFFENCE

4

Anti-Cola Anti-mileage


RHYTHM 2

5

Principles of flanking marketing warfare

1. A good flanking move must be made into an uncontested area.2. Tactical surprise ought to be an important element of the plan.3. The pursuit is as critical as the attack itself.


FLANKING

6

Yeh dil maange more! Yeh chalta nahi, daudta hai!


RHYTHM 3

7

Principles of guerrilla marketing warfare

1. Find a segment of the market small enough to defend.2. No matter how successful you become, never act like the leader.3. Be prepared to bugout at a moments notice.


GUERRILLA

8

High energy. Ready to race.


RHYTHM 4

9

Principles of defensive marketing warfare

1. Only the market leader should consider playing defense.2. The best defensive strategy is the courage to attack yourself.3. Strong competitive moves should always be blocked.


DEFENSE

10

The real thing Duniya ki no.1 sawaari


SACRIFICE

11

1

2

3

4

5

6

7

1 2 3 4 5 6 7

WIDE

Products

MarketsD

E

E

P


BRAND MANAGEMENT

12Axis Capital Annual Investor Conference, Mumbai, Thursday 1st November 2012. Bajaj Auto Ltd.

Attribute

Brand

Category

Performance

Design

Price

THANK YOU !

13

Fashion dates, but logic is timeless.

- Sir Alec Issigonis


Rajiv Bajaj - Axis Presentation

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