This document provides an overview of the advertising strategies of two major Indian two-wheeler manufacturers, Hero MotoCorp and Bajaj Auto. It discusses their marketing budgets, campaigns, celebrity endorsements, and event sponsorships. Hero MotoCorp spends over 120 crores on advertising across various media and sponsors sports events. Bajaj Auto also spends over 100 crores and launches distinct campaigns for new products. TVS Motors utilizes aggressive marketing strategies and campaigns featuring celebrities to promote models like the Apache and Wego scooter.

1. PRESENTATION
ON
ADVERTISING STRATEGY
OF TWO WHEELERS
Submitted By:-
Ritesh Kumar
M.B.A 1st

2. INTRODUCTION
 In any business, the key to surviving is a steady stream
of revenue. To get that steady stream of revenue,
customer have to know about your business.
 Awareness depends upon the ability of businessman
to market his business properly.
 For making of awareness about the business,
businessman using various marketing strategies.

4.  The aim of the marketing strategy is to use advertising as well other tools
to maximize sales and maintain the long term relationship with their
consumers
 Advertising is a tool which can attract the customers to a product or
service.

6.  An advertising strategy is a plan to reach and persuade a
customer to buy a product or service.
 Companies rely on these strategies to persuade the
consumers to buy their products.
 An advertising strategy should support the marketing plan,
which in turn supports the company business plan.

7. TWO WHEELER INDUSTRY IN
INDIA

8.  India is the largest producer of two-wheelers in the world. In the last few
years, the Indian two wheeler industry has seen a grand impressive growth.
 Majority of Indians, especially the youngsters prefer motorbikes rather than
cars. Bikes are considered to be the favorite among the youth generation.
Two-wheelers segmentation in India :
1. Motorcycles.
2. Scooters.
3. Mopeds.
TWO WHEELER INDUSTRY IN INDIA

9. NUMBER OF PLAYERS IN TWO-WHEELERS
INDUTERY
1.Hero MotoCorp
2. Bajaj Auto
3. TVS Motors
4. Yamaha Motors
5. Suzuki Motors
6. Honda Motors
7. Mahindra Two wheelers
8. Royal Enfield

10. TOP THREE PLAYERS
1. HERO MOTOCORP
2. BAJAJ AUTO
3. TVS MOTORS

12. COMPANY PROFILE -
• Hero MotoCorp Ltd. formerly Hero Honda is an Indian two
wheeler manufacturer.
• Hero Honda started in 1984 as a Joint Venture of Hero cycles of
India and Honda of Japan.
• In 2010, when Honda decided to move out of the Joint Venture,
Hero group bought the shares held by Honda.
• In August 2011, the company was renamed Hero MotoCorp
with a new corporate identity and now become the worlds
largest two wheeler manufacturer
Products offers :
CD 100 Splender Passion CBZ Karizma
Ambition Splender + Passion plus CBZ Star

13. ADVERTISING STRATEGY HMCL
• The advertising budget is more than Rs. 120
crores. All the medium are used extensively, be it
print or mass media like T.V., hoardings, etc.
• HMCL is an organization, which is known for its
innovative & aggressive marketing.
• HMCL is also promotes sports. It is also sponsor of
ICC world cup 2003, Indian Open Golf tournament
2005, Hockey World Cup 2010.
• HMCL also sponsored MTV Roadies from last 5
seasons.

14. ADVERTISEMENT CAMPAIGN
1. Desh Ki Dhadkan 2. Dhak Dhak Go

15. FILL it, SHUT it, FORGET it Campaign

16. HUM ME HAI HERO Campaign

17. EVENT SPONSORSHIP

18. SPONSORSHIP OF MTV ROADIES
• Hero MotoCorp also Sponsored MTV Roadies
from last 5 seasons

20. COMPANY PROFILE -
• Established in 1945, it was incorporated as a trading
company.
• From 1948 till 1959, it imported scooters and three wheelers
from Italy and sold them in India.
• It then obtained a production license in 1959 and struck a
technical collaboration with Piaggio of Italy in 1960.
• Its collaboration with Piaggio expired in 1971 and since the
company’s scooters and three wheelers are sold under the
‘Bajaj’ brand name. And then entered in MOTORCYCLE
MARKET.
• Over last decade, the company has successfully changed its
image from scooter manufacturer to a bike manufacturer.

21. Cont….
• Its real growth in numbers has come in the last five years after
successfully introduction of a few models in the motorcycle
segment.
Products offers:
CT 100 Platina Calibar 115 Pulsur 150 KS
Avenger Discover Eliminator Kawasaki Ninja

22. ADVERTISING STRATEGY
• Bajaj Auto is always known for outstanding
advertisement. The advertising budget is more
than Rs. 100 crore.
• Bajaj has distinct style of promoting its products,
for every product launched there’s a new fresh
advertising strategy, developing the firm-
positioning platform.
• Bajaj Auto Ltd. Promotes sales promotional
scheme only at the time of new brand launch in
the market.

23. HOW DO THEY ADVERTISE?
Two
Wheelers
Mass
Media
Television
newspaper
Ground
Level
Road
shows
Hoarding
Test Drives
Exchange
Mela

24. ADVERTISING FOR BAJAJ PULSAR
Bajaj Pulsar advertising
is done primarily by
Mass Media i.e.
Newspaper and
Television.

25. ADVERTISING FOR BAJAJ DISCOVER
Discover is advertised
using both the modes,
Mass Media and Ground
Level.

26. ADVERTISING FOR BAJAJ PLATINA
The sales promotion
of platina is handled
by Bajaj Auto itself.

28. COMPANY PROFILE -
• TVS Motor Company is the third largest two-
wheeler manufacturer in India and the one of the
top ten in the world.
• TVS Motor Company Ltd (TVS Motor), member of
the TVS group, is the largest company of the
group.
Product Offer:
Apache Starcity+ Sport
Max4R Jupitor Wego scooty Scooty Streak
Scooty Zest 110 TVS XL Super TVS XL Heavy Duty

29. ADVERTISING STRATEGY
• The aggressive marketing strategy along with the
changes approach to advertisement campaign
boosted the demand for the TVS models.
• TVS Motors created the campaign designs which
included print ads, banners, road shows, etc.
• ‘Musical Night’ for those who booked or
purchased bikes during the period was organized
by the TVS Motors.

30. MEET SACHIN TENDULKAR Campaign

31. CELEBRITY ENDORSEMENTS
MS DhoniSachin Tendulkar

32. POWERFUL AND STYLISH Campaign

33. Many Thanks for listening