7/28/2019 Bajaj-Auto Final Ppt

1/19

Sales & Distribution

Presented By :

Shashank Lange

Shikha Sharma

Vaibhav Gupta

Pragya Palit1

7/28/2019 Bajaj-Auto Final Ppt

2/19

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.

2

7/28/2019 Bajaj-Auto Final Ppt

3/19

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.

3

7/28/2019 Bajaj-Auto Final Ppt

4/19

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.

4

7/28/2019 Bajaj-Auto Final Ppt

5/19

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

5

7/28/2019 Bajaj-Auto Final Ppt

6/19

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.

6

7/28/2019 Bajaj-Auto Final Ppt

7/19

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.

7

7/28/2019 Bajaj-Auto Final Ppt

8/19

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.

8

7/28/2019 Bajaj-Auto Final Ppt

9/19

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)

9

7/28/2019 Bajaj-Auto Final Ppt

10/19

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.

10

7/28/2019 Bajaj-Auto Final Ppt

11/19

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.

11

7/28/2019 Bajaj-Auto Final Ppt

12/19

12

7/28/2019 Bajaj-Auto Final Ppt

13/19

Managing Director

Marketing President

Sales VP/AVP

Regional Executive Dealer

Dealer Associate

Store Manager Activities Manager (Marketing, Sales &

Accounts)

13

7/28/2019 Bajaj-Auto Final Ppt

14/19

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.

14

7/28/2019 Bajaj-Auto Final Ppt

15/19

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.

15

7/28/2019 Bajaj-Auto Final Ppt

16/19

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

7/28/2019 Bajaj-Auto Final Ppt

17/19

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.

17

7/28/2019 Bajaj-Auto Final Ppt

18/19

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.

18

7/28/2019 Bajaj-Auto Final Ppt

19/19

19