The document summarizes Bajaj's RE60 vehicle, which was aimed at capturing the rickshaw market. Some key points: - The RE60 is a fuel-efficient (35 kmpl) and affordable (Rs. 1.1-1.3 lakhs) hatchback targeted at rickshaw drivers and rentals as a modern alternative to rickshaws. - It has a 200cc engine, 4-speed manual transmission, and seats 4 people. Marketing strategies included attractive exchange offers, financing schemes, and test drives at gas stations. - Bajaj saw opportunities in the large rickshaw driver segment of over 5 million people. Competitors included other r

1. Bajaj RE60
A study on acceptability of RE-60 among
rickshaw commuters

2. Overview
• Cost effective
• Most fuel-efficient vehicle on the
planet
• Innovation in design and functionality
• Five years after Bajaj Auto
showcased its ‘small car’ at the 2008
Auto Expo

3. AIM
• To capture the attention of the
‘rickshaw’ market
• Cheap form of transport, both for
private use and for hire

4. SCOPE
• Next potential rickshaw
• Affordable pricing
• Tapping the untapped
• Increasing demands from people and the nuisance
of climate in recent times

5. Vehicle Summary
• Name: RE60
• Car Type: Hatchback
• Top Speed: 70 Kmph
• Fuel Efficiency: 35 kmpl
• Price : Rs 1,10,000 to Rs 1,30,000/-

6. • ENGINE SPECIFICATIONS
– Displacement: Four-valve DTSi
– Engine Type: Petrol
– 200 cc engine
– Maximum Power: 20 Bhp
• OTHER SPECIFICATIONS
– Seating Capacity: 4
– Turning Radius: 3.50 mtrs
– Steering: No Power Steering
– Gears: 4 Manual
– Weight: 400 kgs

7. Segmentation
• Geographical Segment
• Based on income
• Psychographic segmentation
• Existing rickshaw drivers

8. Targeting
• Rickshaw Drivers
• Rickshaw Rentals

9. Positioning
• The modern rickshaw
• Environment friendly
• Safe transport

10. Marketing mix
• PRODUCT
– Replacement for a 3 wheeler
– Small in size and thus apt for the Indian
markets
– Fuel efficient, lower emissions,
attractive design, upgraded features,
safety & after sales services
– Parking space

11. • PRICE
– Affordable cost
– Pricing done between the 3 wheeler
auto rickshaws and Tata Nano

12. • PLACE
– Penetration into urban as well as rural
markets
– Higher reach because of the already existing
dealerships and Bajaj showrooms
• PROMOTION
– Exchange Policy
– In Film Marketing

13. SWOT
• STRENGTHS
– Brand Image
– Cheap and environment friendly
– Fuel efficient
– Safer and more comfortable than rickshaws
• Weakness
– To convince potential buyers and rickshaw
drivers

14. • Opportunities
– A huge segment and target of 5 million existing
rickshaw drivers
– Available in 3 variants – Petrol, LPG and CNG
• Threats
– Tough competition
– People’s mentality towards change

15. COMPARISION
FEATURES Bajaj RE60 Bajaj Rickshaw
Variants 3 2
Price Rs 1.1- 1.35 lakhs Rs 1.0-1.3 lakhs
Fuel efficiency 30-32 kmpl 20-22 kmpl
ENGINE
Displacement 200 cc 145.45 cc
Top speed 70 km/hr 60 km/hr

16. Proposed Marketing Strategies
• Extensive marketing approach through TV
commercials & print media
• Tapping the rickshaw and taxi market through
attractive exchange & finance schemes
• Test drive at gas stations
• Rickshaw race

17. Group members
Name Roll
Murtaza Indorewala 67
Nirmal Desai 72
Sameer Siddiqui 84
Saurabh Shetge 88
Smruti Jadhav 105
Varsha Sukhramani 119