Brand: Platina ComforTech
Brand owner: Bajaj Auto
Lead agency: Ogilvy
Industries: Motorcycles, bikes
Media channels: Events & experiential, Print - general, unspecified, Television
Budget: 1 - 3 million
"Mileage" moved the motorcycle market in India and Hero owned mileage. Bajaj Platina's "me too" mileage strategy did not move the sales graphs, despite its best efforts.
This case tells the journey of Bajaj Platina from "me too", to standing out and revving up the accelerator on the sales graph.
Market background and cultural context
Rising wealth had helped the fortunes of Indian motorcycle manufacturers in the past decade. The market of around 900,000 units annually was split into Commuter (80%) and Sports (20%) bikes. (Source: Industry data, December 2015) Growth attracted more players and the rapid rate of launches meant that the category had become highly competitive, saturated and even over-catered for.