Bajaj Auto Limited (BAL), which is the world's biggest producer of three-wheel vehicles, was intending to launch India's first quadricycle, which was built indigenously for applications that were uniquely useful for urban transportation in developing markets including India. The four wheel vehicle was being established as a wholly new group in the Indian marketplace by the Commercial Vehicle office of BAL. The dilemma was whether to brand the new product as an expansion of the company's three-wheel marketplace leader or as an independent brand.
Moreover, the issue arose which was regarding what amount of endorsement would be needed from the master brand, "Bajaj". The possible success of this vehicle carve out a leadership position in a brand new category of commercial vehicles in India and would have a profound effect on BAL's skill.
PUBLICATION DATE: May 13, 2016 PRODUCT #: W16274-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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