Market Mix Strategy Report 2022

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Executive Summary
The report is a market mix strategy of bringing into use of Bajaj electric auto-rickshaw
and fuel auto-rickshaw and bike under 150 cc of Bajaj automobiles India with Ola cab service in
Australia. The report discusses the marketing strategy aligned with the 4 P’s of the marketing
mix strategy.

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Table of Content
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Introduction......................................................................................................................................3
Discussion........................................................................................................................................3
Product.........................................................................................................................................3
Price.............................................................................................................................................4
Place.............................................................................................................................................4
Promotion....................................................................................................................................4
Conclusion.......................................................................................................................................5
References........................................................................................................................................5

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Introduction
Baja and Ola are vehicle manufacture, and cab service provider respectively (Ola Cabs. 2019).
They have a global presence. This report is a marketing mix strategy to couple the Bajaj electric
auto-rickshaw and fuel auto-rickshaw and bike under 150 cc of Bajaj automobiles India with Ola
cab service in Australia. The four P’s of marketing mix strategy are discussed herewith.
Discussion
Marketing mix strategy is the set of tactical and controllable marketing tool, used by a
company to generate a desired response from the market being targeted. Marketing mix is a tool
to assist in planning and execution of the marketing processes (Khan 2014). The marketing mix
strategy have four P’s as it constituent namely the product, price, place and promotion.
Product
The product considered here is the Baja electric auto-rickshaw and fuel auto-rickshaw
and bike under 150 cc of Bajaj automobiles India. The Bajaj Group is positioned amongst the top
10 business houses functioning in India (The company- Bajaj Auto 2019). The company is a
global three-wheeler and two-wheeler manufacturing company. The Bajaj fuel propelled auto
rickshaw is sold under the brand name Bajaj RE and packs in a 145 cc engine producing peak
power of 6.3 KW at 4000 rpm and peak torque of 17NM at 3000 rpm. The bikes offered by Bajaj
automobiles under the 150cc segment are Baja Discover, Bajaj Pulsar, Bajaj Platina and Bajaj
CT 100. These bikes are claimed to have a good mileage and have a good demand among the
customers considering the quality of the products and the Brand image.

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Price
The price of the product that is the Baja auto rickshaw and the Baja motorcycles lies
between 2000 to 4000 Australian Dollar. The price is strategically determined to target the
specific set of market. The product is planned to use in collaboration with Ola in Australia.
Therefore, the potential customers are the cab drivers and for the bikes the bike riders for normal
commuting. To lure the customers with the new product the price is strategically determined and
it is optimal as well to offer the consumers with the product with agreed quality. Easy loan
scheme and EMI’s always assist to switch to better opportunities in business for the small and
medium scaled workers.
Place
The product is planned to be launched in big cities of Australia like Sydney, Melbourne
or Brisbane. This is selected with the scope that big cities have more commuters who are going
places like going to work daily. Thus the cab services being offered by Ola is more used in the
big cities for commutation by the people of Australia. Thus, introducing the product to big cities
of Australia is a smart decision, as if it will be more extensively brought into application and
within a shorter span of time.
Promotion
The purpose of bringing such product into the Australian cab service have multiple
application and advantages. Firstly it can be used for daily touring purpose like travelling
between home and work. The size of the product that is the Bajaj auto rickshaw is smaller and
compact than an average cab thus, it contributes towards reducing city traffic. Since, the product
is powered with a motor under 150 cc the prices can be significantly low for the services offered.

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In addition to low prices in offering service it also, contribute to the environment by adding
considerably less pollutants to the atmosphere (Globalfueleconomy.org. 2019).
Conclusion
The report suggest that considering the product it is best to introduce the product in big
cities of Australia such as Sydney or Melbourne. The other benefits of having the product for Ola
is, having cheaper services, having low pollution and it is economical for daily commutation of
passengers.

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References
Globalfueleconomy.org. 2019. [online] Available at:
https://www.globalfueleconomy.org/media/44069/wp5-iea-fuel-economy-report.pdf [Accessed
22 Jul. 2019].
Khan, M.T., 2014. The concept of'marketing mix'and its elements (a conceptual review
paper). International journal of information, business and management, 6(2), p.95.
Ola Cabs. 2019. Home | Ola Cabs. [online] Available at: https://www.olacabs.com/ [Accessed
22 Jul. 2019].
The company- Bajaj Auto 2019. About Bajaj Auto- Bike, Two Wheeler Manufacturer India.
[online] Bajaj Auto. Available at: https://www.bajajauto.com/about-us/the-company [Accessed
22 Jul. 2019].