Marketing Management Case No. 2: Ankit Sarkar Roll No. 20MBACSR05 Specialization: MBA - CSR Finance

Ankit Sarkar
Roll No. 20MBACSR05

Specialization: MBA – CSR Finance
Marketing Management
Case No. 2
Introduction
Bajaj Auto first unveiled the Bajaj Qute as the RE60 on 3 January 2012, at the 2012 Auto
Expo in Delhi. Bajaj Auto was best known for scooters and three-wheel auto-rickshaws
and is India's second-largest two-wheeled vehicle maker and is a world leader in three-
wheeled vehicles. But there were quite a few hurdles along the way for Bajaj right from
the moment when Bajaj Launched Qute to the moment where it started selling. The Qute
is Bajaj's first foray into the four-wheel market. At its unveiling, the company announced
that the car had high fuel efficiency of 35km/l and low carbon dioxide emissions. Bajaj
Qute was aimed to challenge the Status quo of a Compact car in the market segment but
was only allowed to be sold as commercial vehicles.
The Qute is powered by a 200-cc single cylinder engine with a capability to generate
power output of around 20 bhp. The four-wheeler has a metal-polymer monocoque body
due to which it weighs 400 kg. Turning radius of the first four-wheeler of Bajaj is 3.5m.
The quadricycle will be “the opposite” of the Tata Nano, which despite its low cost could
not find takers among taxi drivers and provide three-wheeler users an economical
upgrade.
Q1. How would you segment the market?

➢ Market segmentation is defined as the process of dividing the market into smaller and
more defined categories. There are various varieties of segmenting the market for cars
marketing and it should be focused on consumer group that there needs not to class of
cars. Thus, segmenting customers and audience into groups that share similar
characteristics and likes such as:
1. Demographic Segmentation: Analysing the current market situation and collect
demographic data which will be easier to assess and major data availability and steady
flow of the updates. It's certainly more straight forward then behavioural
psychographic data which can be subjective, ambiguous, or harder to obtain. Well in
this scenario I will collect customer demographic data via interviews or free online
survey tools. Thanks to increasing number of varieties of Internet and social media
users and service can successfully be distributed via email or other social platforms.
2. Geographic Segmentation: Overall, geographic segmentation is undoubtedly one of
the most effective forms of market segmentation for any brand looking to go global.
Even local brands can benefit from geographic segmentation. Much like with
demographic segmentation, alone it can seem quite clinical, objective with no insight
into the personalities of consumers, but when paired with the likes of behavioural or
psychographic segmentation, the possibilities are endless. First, I will study the report
status and forecast, categorizes the automobile market size (value & volume)
by manufacturers, type, application, and region.
3. Psychographic segmentation: Well, psychographic segmentation help you build a
more holistic picture of customers when coupled with other market segmentation
techniques such as revealing hidden attitudes or creating opportunity for product
positioning. So, to advertise and promote the brand I’d have to come up with unique
advertisements. For E.g. I’m owning a coffee shop the ads I’m putting on social media
or billboards or anywhere will make sure that they demonstrate the quality of the
coffee that Starbucks serves. I will also make sure to show that my coffee is fair trade
and that we are dedicated to it.
4. Behavioural Segmentation: This will help the company identify customers with a
similar behaviour & making it easier for companies to target them. Brand loyalty can
be further built upon those customers who have shown as affinity towards a brand.
First, I will review the needs of target audience and preferences to each segment and
sub segment so I can design different strategies on selling the product.
Q2. How would you position the product?

➢ Positioning is about how your brand promise is perceived relative to the competition.
It is typically an exercise of determining which brand attributes you want to highlight
as reasons to believe your brand promise is relevant, authentic, and competitive. The
more positively differentiated your brand promise is, the greater probability you have
of attracting attention, interest, and engagement. So, following are the few steps which
I will follow to position my product.
i. To introduce a particular product in a particular market or in short ‘place’ the product
in a particular market.
ii. Brand positioning refers to the unique and unforgettable impression my brand will
have in the marketplace. A quote I’d like to share It’s important to determine what
makes your brand different. Remember, “Better isn’t better. Different is better”.
Meaning, what makes your brand different will be related to how your brand makes
people feel.
iii. Create a positioning statement that will serve to identify my business and how my
want the brand to be perceived by consumers.
iv. Compare and contrast differences between my company and
competitors to identify opportunities. Focus on my strengths and
how they can exploit these opportunities.
v. Through these preceding steps, I should achieve an
understanding of what my company is, how
my company is different from competitors,
the conditions of the marketplace, opportunities
in the marketplace, and how my company
can position itself.
Q3. Design IMC for Bajaj Qute.

➢ IMC (Integrated Marketing Communication) basically is a way of getting all the
various components of your business to work together to develop & promote a
saleable product or service.
Bajaj Qute’s first step was to compete with Tata nano but they both did knew that it
would be a failure & people’s choice were not in their quadricycles concept. Since the
product was launched after Nano, it failed miserably because of its same model as
Nano as it offered more features than Bajaj Qute.
So, for designing the IMC for Bajaj Qute first step needed to do his analysing the
market and doing SWOT analysis & analysing the internal and external environment
of the market.
Bajaj Qute can be marketed in a combined form using other communication elements
such as:
❖ Marketing: In order to reach targeted audience to increase sales and test new
products and alternate marketing tactics this all will be utilized via email
catalogues encourage direct responses to radio and TV.
❖ Advertising: Advertisement will be done by online marketing channels can be
used which includes e-marketing campaigns or programs. From search engine
optimization SEO, and email banner to latest web related channels blog etc.
❖ Sales promotion: Promotion for the business is used through premieres,
demonstrations or displays. It is used to accelerate short term sales, by building
brand awareness and encouraging repeat buying.
❖ Public relations: The integrated marketing communications tool is initiated
through public appearances, news/press releases or events scholarships, to build
trust and goodwill by presenting the product, company or in a positive light.
Thus, these are the few IMC tools and tricks we can use to Promote Bajaj Qute.

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Ankit Sarkar

Roll No. 20MBACSR05

Q1. How would you segment the market?

Q2. How would you position the product?

Q3. Design IMC for Bajaj Qute.

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