Case Solution for Bajaj RE60: The Branding Challenge of Disruptive Innovation

Case Solution & Analysis for Bajaj RE60: The Branding Challenge of Disruptive Innovation by Srividya Raghavan, Sourabh Bhattacharya.

Complete Case details are given below :

Case Name :      Bajaj RE60: The Branding Challenge of Disruptive Innovation
Authors :           Srividya Raghavan, Sourabh Bhattacharya
Source :              Ivey Publishing
Case ID :           9B16A014 / W16274
Discipline :        Marketing
Case Length :    17 pages
Plagiarism : NO (100% Original work)
Description for case is given below :
Bajaj Auto Limited (BAL), the world’s largest manufacturer of three-wheel vehicles, was about to launch India’s first quadricycle, built indigenously for applications that were uniquely useful for urban transportation in developing markets such as India. The four-wheel vehicle was being launched as a completely new category in the Indian market by BAL’s Commercial Vehicle division. The dilemma facing the BAL team was whether to brand the new product as an extension of the company’s three-wheel market leader or as an independent brand. Furthermore, what degree of endorsement would be required from the master brand, “Bajaj”? The potential success of this vehicle would have a profound effect on BAL’s ability to develop its brand image and carve out a leadership position in a new category of commercial vehicles in India.
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