Marketing Strategies Bajaj Avenger Brand History & Marketing Strategies

Bajaj Avenger Brand History & Marketing Strategies

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Bajaj Avenger Brand History & Marketing Strategies

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Brand name– Bajaj Avenger.
Founder– Jamnalal Bajaj, (Bajaj Automobiles).

Bajaj Avenger a product launched by Bajaj Automobiles. It is an extremely popular cruiser bike sold in India. The bike has many versions and upgrades since its launch. Bajaj Avenger has always given a tough completion in the market.

How it all started

Bajaj Automobiles is a two and three-wheeler manufacturer in India. They have been constantly dedicated towards innovation in their products keeping in pace with the demands of the 21st-century riders. They initially started with a humble effort to bring changes and develop the automobile industry.

Then they thought of offering something more advanced model for the bikers, who likes to own the road and the bike, on the other hand, adds to the personality of the rider. One such bike is Bajaj Avenger a cruiser bike for the men.

 

Launching

Bajaj automobiles are the 6th largest automobile industry in the world while being the 2nd largest automobile industry in India. Bajaj’s popular two-wheeler Hero Honda and TVS Suzuki dominated the market and they took over 80 percent of the total two-wheeler market. They have over 640 billion worth of market capitalization. Surprisingly, it is the 23rd largest company in India.

Bajaj Avenger was first launched in 2005 with its first-generation model, followed by the second and the third generation models launched in 2015 and 2016 respectively. Since then it is a bike desired by most bike lovers as they add to the overall personality of the customer.

 

Bajaj Avenger Marketing strategy and its successes

Specifications and variety of upgrades of the product- 

Bajaj Avenger initially was launched in 2005 and its 1st Generation model, Avenger 180 it is the first cruiser bike developed by an Indian brand. The bike was carefully crafted by the mechanical engineers they, first of all, replaced the Kawasaki engine with underpowered, 178.6 ccs DTS-I engine from the Bajaj Pulsar sportbike to suit the requirements of a cruiser bike. The bike gave a mileage of around 45 km. 

Similarly, the Avenger 200 was another version of the initial model the oil-cooling engine was a modified version from the Pulsar 200. This bike gave a top speed of 114km/h and giving an excellent speed of 0 to 60 km/h in 5.18 seconds and 0 to 100 km/h in 20.03 seconds. Then came the Avenger 220 with some minor changes in the dial tank and the oil cool radiator but the speed went up to 135 kilometers per hour. But now all of the above models are not produced and then came the second generation of Bajaj Avengers 2nd Generation bikes during the years 2015 to 2017.

The bikes got a new look during this period like the Avenger street 150 working on the carburetor system. With a whooping mileage of 45 km/liter and draws a top speed of 117 km/hr. Another model of the series of Avenger Street 220 works on the Carburetor injection system, unlike its 150cc. The Avenger street has an orange backlit digital meter, matte black paint can be seen across the bike with blackened alloy wheels, side mirrors, and a back fender.

On the other hand, the Avenger Cruise second-generation bikes like Avenger cruise 220 were introduced with some minor changes like oil cooler, horn and an addition of a windshield that could be seen in this upgrade.

The third generation bikes came in the market in the year 2018 with some major changes in the look and overall build of the bike such as a new headlamp with LED, a digital instrument cluster, backlit with blue on the Cruise and orange. The avenger cruise also came in three different colors like Avenger Cruise 220 came in auburn black and moon white. The Avenger Street 220 came in matt black, matt white and Avenger Street 180 came in the colors red and black.

Ultimately they introduced the bike under the name The Avenger Gods in 2019 which is an extremely popular bike in the market among the other bikes of the Avenger series.

Price- 

Price in India is an important factor for any product to increase its brand name in the market. Bajaj has been reasonable enough to moderately price the bikes according to the qualities and specifications of the bike. The market rate of the ranges from 80 thousand and goes up to one lakh fifty thousand in Indian rupees.

The prices fluctuate according to the company’s terms and policies. They also have reasonable discounts for the customers to choose their bike over other bikes.

Campaign

Campaigns are an important part of any brand to promote their product in the market. Bajaj always understood the importance of advertisements they took the help of various communication mediums like televisions, radio, print media and newspaper ads to promote their product. The target customers of Bajaj being the young men of India between the age of 18 to 35 are sure to attract this massive bike Bajaj Avenger.

The ad campaigns which came with the tagline Feeling like God garnered the attention of the potential customers. Also, campaigns were done on social media platforms like Facebook and YouTube were Bajaj asks people to connect a social message for the present youth of India.

Conclusion

Bajaj is one of the oldest and popular Indian brands that have been serving since 1926. The company has the largest subsidiary companies under the names like Bajaj Auto, Bajaj Electricals, Bajaj Hindustan and Mukand Ltd and others. Bajaj Avenger became the first cruiser bike, one of its kind.

A revolution for the bike lovers. This bike was a landmark bike for other rival companies. The popularity of the bike gave a severe competition in the Indian market. Bajaj is one of the topmost producers of the bike in India, they are constantly dedicated to the growth and innovation in the biking world. The bike lovers go crazy over their bikes. And even the slightest of changes in the bikes the customers get motivated to ride their bikes.

The customer service and longevity of the bikes is a sure thing to mention. The bikes have been able to earn their desired revenue over the years holding up to the legacy and good name of Bajaj in India. Currently, Bajaj is at 1416 rank by Forbes Global 2000 list. 

 

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