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Bajaj Auto going strong on its ad budget

Bajaj Auto going strong on its ad budget
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First Published: Fri, Apr 13 2007. 01 41 AM IST
Updated: Fri, Apr 13 2007. 01 41 AM IST
PTI
Mumbai: Going strong on its promotional budget, two-wheeler major Bajaj Auto is ready to shell out some extra money on advertising, starting with one of its highest ad-spends of Rs1-2 crore on the new 200cc Pulsar motorcycle advertisement.
“The company’s overall promotional budget for 2007 will go up by 20-25% as compared to that of last year’s. We have spent between Rs1-2 crore on Pulsar’s new advertisement,” Bajaj Auto Marketing General Manager Amit S Nandi said on 12 April.
Bajaj, which sold 39,675 units in 2006-07, would have a production capacity of 3.5 million bikes by 2007-08, he said.
The company, which claims to have 60% market share in 150cc and above segment, is coming up with an executive bike by next quarter. “The new bike will be in 100-150cc range and will be priced in the affordable segment,” Nandi said.
The 200cc bike, which was launched in the country in February would soon be exported by the year end. “The export of the new Pulsar should happen this year itself,” he said.
When asked about the expected sales of the 200cc bike, targeted at 18-24 year age group, he said, “The growth in sale might be good but not exponential.”
The 200cc targets markets of metropolitans and the Northern part of the country, he said. Bajaj’s 200cc new ad has been shot in Malaysia but given a Latin American look.
Admitting a slowdown in sales in the 100cc segment in March, he said, “Sales in 125cc have been good but not in 100cc. But still we are not planning to exit the 100cc market at present.”
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First Published: Fri, Apr 13 2007. 01 41 AM IST
More Topics: Marketing and Media | Advertising |