A product based branding strategy: Bajaj auto - will it work?
As of 2014 India-based automobile manufacturer Bajaj Auto was the second biggest two-wheeler maker in the country with a market cap of Rs. 378 billion.Since 2009, Rajiv Bajaj (Rajiv), MD Bajaj Auto, has been communicating about the change in consumer preferences for motorcycles. He was of the vie...
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| Format: | Conference or Workshop Item |
| Language: | English |
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2014
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| Online Access: | https://repo.uum.edu.my/id/eprint/15316/1/TC01.pdf |