Bajaj Dominar : Go Hyperriding

Brand: Dominar
Company: Bajaj Auto

Brand Analysis Count: #580

In December 2016, Bajaj Auto launched a new product line under the brand Dominar. Dominar was Bajaj Auto’s challenger for the market leader in the 250- 500 cc premium motorcycle segment  – Royal Enfield. Royal Enfield commands almost 96% share in this segment. According to reports, Royal Enfield managed to sell 3500 – 4500 units every month. 
And Dominar arrived in style. The launch was marked by a campaign which made fun of the market leader. 
The advertisement had two objectives. First is obviously to create attention and it does with perfection. The second objective is more subtle. The objective is to establish a competitive frame of reference in the mind of the consumer. Dominar doesn’t want to be seen as a sports bike in the same class of the best selling Pulsar. If the customer categorizes Dominar in the same category as Pulsar, it can lead to cannibalization. Hence Dominar wants the consumer to consider the brand as a competitor for Enfield even though the brand looks very different from the market leader. 
Another objective is the create a comparison with the exemplar – in this case, Enfield, and thus make the consumer compare the brand with the market leader thus making an entry into the choice set of the consumer. 
Dominar is positioned on the performance platform. The brand is positioned as a bike which is fast and powerful. The launch campaign  » Not for Babies »  was intended to position the brand as the fastest of the lot. 
The results during the launch were very good for Dominar. It even closed the gap with the market leader in some months, but later the sales plummetted which prompted Bajaj to refresh the product line with new launches. Some decline is attributed to the GST effect. 
Although the initial advertisement campaign was superb, the brand failed to sustain the creative onslaught. Dominar’s current campaign  » Dominar vs Social Media  » is IMHO a dud campaign. 
The campaign totally looks unbelievable and kiddish. From comparison with Enfield, the brand started its comparison with Social Media ?? This hyperbole not only misses the mark but also dilutes the positioning and image built around challenging Enfield. Probably this lack of creativeness caused the decline in the sales of the brand. 
As per the news reports, Enfield continues the dominance in the segment. In a market where one player holds substantial share, there is always room for other players. But whether Dominar will be able to dominate the segment would largely depend on how the brand is consistently positioned against the competitor. 

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15 Business Quotes from Alibaba’s Jack Ma

Jack Ma Quotes

Jack Ma, the mavrick entrepreneur who founded the Chinese eCommerce company Alibaba has a great rags to riches story to tell.

Alibaba has been labelled to be more successful than Walmart and other off line retail giants. Jack Ma is the richest Chinese by networth – USD 40.5 billion as per 2017 data.

Below are 15 Quotes from Jack Ma

1) “The opportunities that everyone cannot see are the real opportunities.”

2) “Opportunity lies in the place where the complaints are.”

3) “When you are small, you have to be very focused and rely on your brain, not your strength.”

4) “Today is cruel. Tomorrow is crueller. And the day after tomorrow is beautiful.”

5) “Never ever compete on prices, instead compete on services and innovation.”

6) “The very important thing you should have is patience.”

7) There’s an examination for young people to go to university. I failed it three times. I failed a lot. So I applied to 30 different jobs and got rejected. I went for a job with the police; they said, ‘You’re no good.’ I even went to KFC when it came to my city. Twenty-four people went for the job. Twenty-three were accepted.

8) “Intelligent people need a fool to lead them. When the team’s all a bunch of scientists, it is best to have a peasant lead the way. His way of thinking is different. It’s easier to win if you have people seeing things from different perspectives.”

9) “Hire the person best suited to the job, not the most talented. This can be a very painful lesson. There’s no point putting in a Boeing jet engine when you need to run a tractor.”

10) “Spending money is much more difficult than making money.”

11) “I wanted to have a global company, so I chose a global name.”

12) “I got my story, my dream, from America. The hero I had is Forrest Gump… I like that guy. I’ve been watching that movie about 10 times. Every time I get frustrated, I watch the movie. I watched the movie before I came here again to New York. I watched the movie again telling me that no matter whatever changed, you are you.”

13) Chinese people, young people, they don’t go shopping a lot in department stores. All department store guys hate me. They say business is bad because of Jack.

14) I like to play cards. I’m not very good, because I don’t want to calculate, I just play by instinct. But I’ve learned a lot of business philosophy by playing poker.

15) You American people worry too much about the China economy. Every time you think China is a problem, we get better, but when you have a high expectation for China, China is always a problem.

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