In its bid to tap the young online audience and retain the existing ones, Bajaj Auto Ltd, in association with Media2win, has created and launched an experiential website for its bike brand Pulsar, while the mother site has undergone a complete makeover.
In an exclusive conversation with exchange4media, Milind Bade, GM, Marketing, Bajaj Auto Ltd, said, “In this age of technology, it is a smart move to have a website for your products and services, irrespective of which industry you are in. However, we do make a distinction in terms of the kind of website and Internet activities that a brand has and does based on the target audience.”
The all new Bajajauto.com website has been kept subtle to provide only the basic information about the products. There are no other digital activities being done as the brand’s strategy is to make it more effective to reach the TG through other traditional media. On the other hand, having a strong buying force in the 18-25 age bracket, Mypulsar.com has been crafted keeping in mind the social networking element.
Highly focused Vs carpet bombing
So, what makes the brand go digital? Bade replied, “As compared to traditional mass media, which is like carpet bombing, digital media is highly focused. Also, the permission marketing aspect of digital media lets us engage with the right kind of people at the right place at the right time. If our consumers are there, we need to be seen in that space.”
“Consumers research about the two-wheeler they want to purchase online. It is necessary to be online and know what is being said about your brand and products, and also spread awareness about the same,” Bade said, adding that large exports of the product had made it necessary for them to have a presence that was accessible across the globe.
On the kind of experience being provided in the new Pulsar site, Bade stated, “The new site has been designed using the latest in web and video technology. We started by identifying the best website practices of auto and youth brands across the world and mapped where we want to be. Then we worked on how to build the brand proposition in this, and finally the creative execution of the same.”
With this, the brand is focused on two kinds of audience – repeat visitors who are interested in the MTV Stunt Mania and related topics, and existing owners who want to share and discuss their experience.
The auto major has been working closely with Hungama Digital Media, which manages Bajajauto.com, the search engine optimisation part and the microsites of various brands such as Discover, Avenger and Platina. Media2win, which had created Mypulsar.com a month back, takes care of all related online campaigns and is the deciding authority on digital ad buying for the brand. Not too long ago, Zapak.com was the agency instrumental in creating and hosting the brand’s stunt and racing game.
Bade informed, “We work with many agencies for various types of digital projects. The Internet is a vast space and unlike traditional media, it is constantly changing. To keep abreast with it you need to know what is the latest and that comes only from having a large pool of talent, resources and expertise to choose from.”
Tapping the social media
Interestingly, contrary to the current scenario where some well-known brands are calling for social media pitches, Bajaj Auto Ltd is handling its Facebook page in-house as its believes that it is the custodian of the brand and is best to be able to communicate the brand message. This helps the company keep track of what fans are doing and saying on a real time basis.
The company’s other online presence bouquet includes that of a community on Orkut, YouTube, Flickr, Twitter and Facebook.
When asked if the brand was looking to exercise the e-commerce option, Bade answered, “A bike is a big ticket item and not something that can be purchased online. There are various pre-requisites like a test ride, feel for the product, etc., before a decision to purchase is made. We have already created a website that allows customers to experience the products, and are exploring some interesting options that will allow them to also get the complete showroom experience online.”
Having said that, he also mentioned that Bajajauto.com had a ‘Book Now’ tab on the home page as well as other product pages, which was linked back to their e-biking site, where buyers could register and book bikes.
And how does an initiative of this kind make a difference to their overall marketing strategy? “The overall strategy for Pulsar is to continue to be known as an irreverent youth brand in the country. To achieve and maintain this, we need to be constantly present in the youth space, of which the Internet forms a large chunk. Our digital foray has seen positive results in terms of brand scores across all parameters from awareness to consideration and we will continue channeling a significant part of our efforts towards digital,” Bade explained.
“We want to be one of the most searched and talked about youth brands on the Internet,” he affirmed.