Jan 3, 2000|
Bajaj Auto scooter sales on a roll
Bajaj Auto has posted 31% rise in scooter sales in December 1999 over the previous year. The improved sales performance is attributed to the marketing blitzkrieg launched by the company in December.
Bajaj Auto is India's largest manufacturer of two/three-wheelers with a presence in all three segments of the two-wheeler market - scooters (64% market share in August 1999), motorcycles (26% market share) and mopeds (6% market share).
According to a news report appearing in a leading financial daily, the company's flagship brands (Bravo, Super, Chetak, Classic SL and Super) have posted 20% sales growth. Cumulative sales over the period October-December 1999 were up 12% compared to the corresponding quarter in 1998.
Bajaj Auto had launched a marketing blitz - Bajaj Crorepati Hungama to arrest falling scooter sales. This seems to have worked wonders for the company as is apparent from the results. However, given the nature of the marketing campaign, the sales spurt is temporary and is not expected to last long. The company will have to think of some permanent measures to boost scooter sales.
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