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Food for Further Thought
The Indian market provides several other examples of companies that have successfully used marketing, promotions or advertising as a strategic tool to help their products. As an exercise, after perusing the case studies given in this book, students are requested to think through the following other examples.
BAJAJ AUTO
The case of Bajaj Auto is another good example, similar to that of Britannia in this book. The company had a very strong reputation in the market for scooters, especially with its brand ‘Chetak’, first launched in the early 1970s. The brand’s tagline ‘Hamara Bajaf’ resonated strongly with consumers and struck a chord with them.
For a long time, the company completely dominated the market for scooters. ...
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