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Ever since losing its leadership position, BAL was trying out
new strategies including use of new technology and new marketing
communication campaigns. For instance, in the early 2000s it
started focusing more on the motorcycle market with new product
launches, complemented by new communication campaigns to inject
vibrancy into the Bajaj brand.
The ad spots launched in late
2001 showed 'slice of life' situations of "new age" India.
Analysts felt that by 2004, BAL's image had undergone
considerable change in the mind of the target audience. BAL
reinforced this through another campaign called 'Inspiring
Confidence' that year.
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In addition to bringing change in its products and
creating brands that inspired confidence, BAL wanted its products to be
'distinctly ahead' in the wake of growing competition in the intensely
competitive automobile market.
BAL's new corporate strategy announced in mid 2007, 'Disinctly
Ahead', was aimed at embedding these changes in the collective
consciousness of the company. It was aimed at offering consumers
products that were unique and at the forefront compared to its
competitors.
The 'Distinctly Ahead' strategy focused on three core
values - innovation, speed, and perfection. Commenting on its new
strategy, Rajiv Bajaj, Managing Director, BAL, said, "We believe it is
not good enough to be better, it is important to be distinct.
That is a
filter that we apply to everything we do - be it product development,
manufacturing processes or communication development. Our flagship brand
Pulsar is the strongest evidence of this philosophy. It is only a
differentiated offering that customers see value in and aspire for."
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The company launched a 'Distinctly Ahead' communication campaign,
created by ad agency Lowe, to signify its new aggressive and fast paced
image.
The ad showed a 220 Pulsar DTS-Fi morphing into several 220
Pulsars as they raced with each other. The ad featured the pay-off line,
"Alag Andaaz, Alag hai Khoj, Rakhe Aage, Hamari Soch" and a background
theme music that was a much peppier version of the original 'Hamara Bajaj' theme music. Through this, the company sought to communicate that
BAL lays down its own standards and principles and believes in competing
with itself.
Additional Readings and References:
1. "Bajaj Announces "Distinctly Ahead"," www.indiaprwire.com, June 25,
2007.
2. "Bajaj Why is it Distinctly Ahead," www.rearset.blogspot.com, June
27, 2007.
3. "Taking 'hamara Bajaj' 'distinctly ahead'," www.news.moneycontrol.com,
November 16, 2007.
4. Bajaj Annual report 2006-07, www.bajajauto.com, 2007.
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1.
Bajaj Auto Ltd.: Overtaken in the Indian Scooter Market
2.
Innovative Marketing Strategies of Lush Fresh Handmade Cosmetics
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