Bajaj-Auto Final Ppt
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Transcript of Bajaj-Auto Final Ppt
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Sales & Distribution
Presented By :
Shashank Lange
Shikha Sharma
Vaibhav Gupta
Pragya Palit1
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Found in 1926, Bajaj Auto, is ranked as the world's 4th
largest 2&3 wheeler manufacturer.
The Company sold over 3.83 million motorcycles in 2012.
They have 3 Manufacturing Plants:-
Waluj
Chakan
Pant Nagar Bajaj Auto adopted a policy of Total Productive
Maintenance.
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M/s. Sri Vinayaka Mobikes Pvt. Ltd.
Principal dealer and subject of our study.
Covers more than 50% market-share in Hyderabad.
OUR OBJECTIVES
To understand the various Sales & Distribution Policies &Procedures of Bajaj Auto from the Dealers Point of View.
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Procured dealer contact from Dealer Locator on Bajaj
website.
Visited various dealers across Hyderabad.
Direct Marketing Manager,Sri Vinayaka Mobikes authorized
dealer for Bajaj Auto Limited, Mr. M.M Goud gave a briefoverview of the Sales & Distribution Policies & Procedures.
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There are 3 Segments:
Economy Segment- (100cc-135cc) Discover 135,125,110,100
XCD 135,125
Platina 125,100
Premium Segment- (150cc-220cc) Pulsar 150,180,200,220
Avenger 200,220
Sports Segment- (250cc-650cc)
Ninja 250R, 650R
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North India:
More demand of Pulsar and Avenger, due to high engine capacity, speed
and torque.
Central India:
Pulsar, Discover and Platina due to economy & value for money
positioning.
South India:
High demand for Pulsar in premium series and Discover & Platina -
economy series.
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Customer enters showroom and fills enquiry form.
Tells about specifications required and payment
mode.
Takes a test ride. (If customer wishes to)
The sales person calls up within 2 days for follow-up.
Sets an appointment within next 2-3 days. The process is recorded by a sales person in
proforma invoice and walk-in enquiry card.
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Minimum eligibility for a sales person is a Graduate.
If not a Graduate, then should have relevant experience.
Sales persons are usually trained for 2 months and then
kept under observation for 1 month. Hiring & Firing policy:
In past 1 year, 6 SRs hired.
4 of them incharge for in store sales. 2 incharge for outstore marketing, out of which 1 left
recently.
Thus we can say attrition rate is low.
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Dealers are expected to achieve monthly targets.
They also have to maintain a ratio of 50-55% b/w the
enquiries to the sales.
Reward of 5% incentive if 15% of monthly sales is throughreferences.
Margins earned by dealer varies:
Boxer CT (Rs.800-900) Discover series (Rs.1500-1800)
Pulsar series (Rs.2400-3000)
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Television commercials, ads in newspapers & magazines.
Pamphlet distribution in the territory.
Putting up standees in Malls and main markets. Sponsoring the sports events.
Organizing bike-rally, stunt shows etc.
Road shows, demonstration at public places.
Celebrity endorsement.
Test-Drives at showrooms.
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Filling up of Walk-In Enquiry form.
Infer customer requirement from Enquiry form.
Get to know is it exchange or first time buy. Follow-up customer if sale does not take place at
first meeting.
After sale & payment by the customer, billingInvoice is generated as a proof of title transfer.
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Managing Director
Marketing President
Sales VP/AVP
Regional Executive Dealer
Dealer Associate
Store Manager Activities Manager (Marketing, Sales &
Accounts)
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Showrooms are strategically located covering almostwhole Hyderabad.
All showrooms are supported by Warehouses nearby
the showrooms. All showrooms compulsorily supported by a service
center.
Bajaj Autos main warehouse is in Amberpet,Hyderabad.
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Bajaj sets and gives targets to dealers on monthly basis.
Dealers also quote a prediction that they can achieve.
A new common estimate is set considering both predictedtargets.
Demand is forecasted looking at previous years sales of
same month.
Seasonal variations are considered while setting targets.
The final estimated figures are further extrapolated 10%,
thus giving final targets.
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Dealers of Premium and Economy segment
follow monthly Planning System.
Main dealer allocates the no. of bikes pershowroom.
In case of Premium and Economy segment 50-
60 bikes are allocated per showroom.
They also keep 3 bikes of every color and
model to avoid stock out.16
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They firstly check with the other local dealer
and procure from them. If the first option is not there, then it takes 10-
15 days for order fulfillment.
Here the customer is requested to wait for 10-15 days till the order is procured from the
manufacturer.
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The Proforma and Walk-In card could be discardedfor the follow-up procedure.
Instead they could implement Automated DBMS to
track the customers requisitions. Such automation can also facilitate them in
Analysing the rate of conversion of Enquiries into
sales. Time and Cost saving.
Setting automatic reminders about follow-ups to thecustomers about the pending enquiries.
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