Harvard Case - Chetak: Revitalizing a Legacy Brand from the Past to the Future
"Chetak: Revitalizing a Legacy Brand from the Past to the Future" Harvard business case study is written by JAYETI ANAND, TANVI GUPTA, Kiran Pedada, Srinivas Pingali. It deals with the challenges in the field of Marketing. The case study is 18 page(s) long and it was first published on : Jul 26, 2022
At Fern Fort University, we recommend a multi-pronged strategy for Chetak to revitalize its legacy brand and achieve sustainable growth in the Indian electric two-wheeler market. This strategy leverages Chetak's rich heritage, embraces modern technology, and focuses on building a strong brand identity through targeted marketing campaigns, innovative product development, and strategic partnerships.
2. Background
This case study focuses on Chetak, a renowned Indian motorcycle brand with a rich history dating back to the 1960s. After a period of decline, Bajaj Auto acquired the brand in 2019 and launched the Chetak electric scooter in 2020. The case explores the challenges Chetak faces in a rapidly evolving electric vehicle market, including fierce competition from both domestic and international players, consumer skepticism towards new brands, and the need to establish a strong brand identity.
The main protagonist is Bajaj Auto, the company tasked with revitalizing the Chetak brand and achieving success in the competitive electric two-wheeler market.
3. Analysis of the Case Study
To analyze the case, we will utilize a combination of frameworks:
- SWOT Analysis: This framework helps identify Chetak's internal strengths and weaknesses, as well as external opportunities and threats.
- PESTEL Analysis: This framework examines the political, economic, social, technological, environmental, and legal factors influencing the electric two-wheeler market in India.
- Marketing Mix (4Ps): This framework analyzes the key elements of Chetak's marketing strategy, including product, price, place, and promotion.
SWOT Analysis:
- Strengths: Strong brand heritage, established manufacturing capabilities, access to Bajaj Auto's distribution network, focus on design and quality.
- Weaknesses: Limited product portfolio, lack of brand awareness among younger generations, reliance on a single model, limited marketing budget.
- Opportunities: Growing demand for electric vehicles in India, government incentives for electric vehicles, potential for expansion into new markets, opportunity to leverage technology for innovation.
- Threats: Intense competition from established players, price pressure from low-cost manufacturers, consumer concerns about range and charging infrastructure, potential for technological disruption.
PESTEL Analysis:
- Political: Government policies promoting electric vehicles, incentives for manufacturers and consumers, infrastructure development for charging stations.
- Economic: Rising fuel prices, increasing disposable incomes, growing middle class, potential for economic slowdown.
- Social: Growing environmental awareness, preference for sustainable transportation, increasing urbanization, changing consumer preferences.
- Technological: Rapid advancements in battery technology, development of new electric vehicle models, increasing use of digital marketing and online sales.
- Environmental: Concerns about air pollution, rising demand for sustainable transportation solutions, government regulations on emissions.
- Legal: Safety regulations for electric vehicles, intellectual property rights, consumer protection laws.
Marketing Mix (4Ps):
- Product: Chetak currently offers a single electric scooter model. The company needs to expand its product portfolio to cater to diverse customer needs and preferences, including different price points, features, and ranges.
- Price: Chetak's pricing strategy needs to be competitive while also reflecting the premium positioning of the brand. The company can consider offering different price tiers based on features and technology.
- Place: Chetak's distribution channels need to be expanded to reach a wider audience. The company can leverage Bajaj Auto's existing network and explore partnerships with online retailers and electric vehicle dealerships.
- Promotion: Chetak needs to invest in a comprehensive marketing campaign to build brand awareness, highlight its heritage, and communicate its value proposition. This campaign should leverage digital marketing, social media, influencer marketing, and traditional advertising channels.
4. Recommendations
To revitalize the Chetak brand, we recommend the following:
1. Reimagine the Brand Identity:
- Target Market Segmentation: Identify specific customer segments based on demographics, psychographics, and buying behavior. Focus on urban millennials and young professionals who value style, sustainability, and technology.
- Brand Positioning: Reposition Chetak as a premium electric scooter brand that combines heritage with modern technology and sustainability. Emphasize the brand's rich history, innovative features, and commitment to environmental responsibility.
2. Expand Product Portfolio:
- Product Development: Introduce new models with varying price points, features, and ranges to cater to a wider customer base. Consider offering a more affordable model for budget-conscious consumers and a high-performance model for enthusiasts.
- Product Lifecycle Management: Implement a robust product development process that ensures continuous innovation and product improvement.
3. Enhance Marketing Strategy:
- Digital Marketing: Leverage social media platforms, search engine optimization (SEO), and online advertising to reach target audiences. Create engaging content that highlights the brand's heritage, sustainability, and technological innovation.
- Influencer Marketing: Partner with relevant influencers in the automotive, lifestyle, and sustainability spheres to promote the brand and its products.
- Experiential Marketing: Organize events and test drives to provide potential customers with a hands-on experience with Chetak scooters.
- Integrated Marketing Communications: Develop a cohesive marketing message across all channels to ensure consistency and brand recognition.
4. Optimize Distribution Channels:
- Expand Dealer Network: Partner with existing electric vehicle dealerships and expand into new markets.
- Online Sales: Explore online sales channels to reach a wider audience and provide convenient purchasing options.
- Omni-channel Marketing: Create a seamless customer experience across all distribution channels.
5. Leverage Technology and Analytics:
- AI and Machine Learning: Utilize data analytics to understand customer preferences, optimize marketing campaigns, and personalize customer experiences.
- Information Systems: Implement robust information systems to manage inventory, sales, and customer data.
6. Foster Corporate Social Responsibility:
- Sustainability Initiatives: Promote Chetak's commitment to sustainability by highlighting its electric vehicle technology and supporting environmental causes.
- Community Engagement: Engage with local communities through initiatives that promote sustainable transportation and environmental awareness.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies and Consistency with Mission: The recommendations focus on leveraging Chetak's existing strengths, such as its manufacturing capabilities and brand heritage, while aligning with Bajaj Auto's mission of promoting sustainable mobility solutions.
- External Customers and Internal Clients: The recommendations address the needs and preferences of target customers, including millennials and young professionals, while ensuring that internal stakeholders, such as dealers and employees, are aligned with the brand's vision.
- Competitors: The recommendations consider the competitive landscape and aim to differentiate Chetak from competitors by focusing on its unique brand identity, innovative features, and commitment to sustainability.
- Attractiveness ' Quantitative Measures: The recommendations are expected to contribute to Chetak's profitability and market share through increased sales, brand awareness, and customer loyalty.
6. Conclusion
By implementing these recommendations, Chetak can successfully revitalize its legacy brand and achieve sustainable growth in the Indian electric two-wheeler market. The brand's rich history, combined with its innovative electric vehicle technology and commitment to sustainability, can resonate with environmentally conscious consumers and position Chetak as a leader in the emerging electric vehicle market.
7. Discussion
Alternatives not selected:
- Focusing solely on cost-cutting: This approach could lead to a decline in product quality and brand image.
- Ignoring the digital marketing landscape: This would limit Chetak's ability to reach target audiences and build brand awareness.
- Failing to address consumer concerns about range and charging infrastructure: This could hinder adoption of Chetak scooters.
Risks and key assumptions:
- Competition: The electric two-wheeler market is highly competitive, and new players are constantly entering the market.
- Technology: Rapid advancements in battery technology could render Chetak's current models obsolete.
- Consumer behavior: Consumer preferences for electric vehicles could change, impacting Chetak's market share.
8. Next Steps
Timeline with key milestones:
- Year 1: Develop a comprehensive marketing strategy, launch new product models, expand dealer network, and implement digital marketing campaigns.
- Year 2: Focus on building brand awareness, increasing sales, and expanding into new markets.
- Year 3: Continue to innovate, enhance customer experience, and build a strong brand community.
By following these recommendations and addressing the risks and assumptions, Chetak can successfully revitalize its legacy brand and become a leading player in the Indian electric two-wheeler market.
Hire an expert to write custom solution for HBR Marketing case study - Chetak: Revitalizing a Legacy Brand from the Past to the Future
more similar case solutions ...
Case Description
The case elaborates the relaunch of Chetak, the iconic scooter brand by Bajaj Auto Limited (BAL), from the perspective of brand identity, legacy brands, and brand extension authenticity. It traces the journey of Chetak from being the market leader in the Indian two-wheeler segment in the 1970s and 1980s to its gradual exit from the market in 2005. With the discontinuation of Chetak, BAL completely withdrew from the scooter market in India to build a motorcycle-focused business. The case locates the reader in December 2019, 14 years from BAL's exit from the scooter market. BAL had decided to bring back Chetak and wanted to launch it as a modern electric scooter in 2020. Although Chetak carried a positive legacy from the past, it needed to reconfigure its brand identity to fit with the new electric vehicle category. However, in this reconfiguration, the brand needed to be careful about not losing the authenticity connected to its past. The case focuses on the dilemma facing the protagonists regarding the brand positioning of the revived Chetak.
🎓 Struggling with term papers, essays, or Harvard case studies? Look no further! Fern Fort University offers top-quality, custom-written solutions tailored to your needs. Boost your grades and save time with expertly crafted content. Order now and experience academic excellence! 🌟📚 #MBA #HarvardCaseStudies #CustomEssays #AcademicSuccess #StudySmart Write my custom case study solution for Harvard HBR case - Chetak: Revitalizing a Legacy Brand from the Past to the Future
Hire an expert to write custom solution for HBR Marketing case study - Chetak: Revitalizing a Legacy Brand from the Past to the Future
Chetak: Revitalizing a Legacy Brand from the Past to the Future FAQ
What are the qualifications of the writers handling the "Chetak: Revitalizing a Legacy Brand from the Past to the Future" case study?
Our writers hold advanced degrees in their respective fields, including MBAs and PhDs from top universities. They have extensive experience in writing and analyzing complex case studies such as " Chetak: Revitalizing a Legacy Brand from the Past to the Future ", ensuring high-quality, academically rigorous solutions.
How do you ensure confidentiality and security in handling client information?
We prioritize confidentiality by using secure data encryption, access controls, and strict privacy policies. Apart from an email, we don't collect any information from the client. So there is almost zero risk of breach at our end. Our financial transactions are done by Paypal on their website so all your information is very secure.
What is Fern Fort Univeristy's process for quality control and proofreading in case study solutions?
The Chetak: Revitalizing a Legacy Brand from the Past to the Future case study solution undergoes a rigorous quality control process, including multiple rounds of proofreading and editing by experts. We ensure that the content is accurate, well-structured, and free from errors before delivery.
Where can I find free case studies solution for Harvard HBR Strategy Case Studies?
At Fern Fort University provides free case studies solutions for a variety of Harvard HBR case studies. The free solutions are written to build "Wikipedia of case studies on internet". Custom solution services are written based on specific requirements. If free solution helps you with your task then feel free to donate a cup of coffee.
I’m looking for Harvard Business Case Studies Solution for Chetak: Revitalizing a Legacy Brand from the Past to the Future. Where can I get it?
You can find the case study solution of the HBR case study "Chetak: Revitalizing a Legacy Brand from the Past to the Future" at Fern Fort University.
Can I Buy Case Study Solution for Chetak: Revitalizing a Legacy Brand from the Past to the Future & Seek Case Study Help at Fern Fort University?
Yes, you can order your custom case study solution for the Harvard business case - "Chetak: Revitalizing a Legacy Brand from the Past to the Future" at Fern Fort University. You can get a comprehensive solution tailored to your requirements.
Can I hire someone only to analyze my Chetak: Revitalizing a Legacy Brand from the Past to the Future solution? I have written it, and I want an expert to go through it.
🎓 Struggling with term papers, essays, or Harvard case studies? Look no further! Fern Fort University offers top-quality, custom-written solutions tailored to your needs. Boost your grades and save time with expertly crafted content. Order now and experience academic excellence! 🌟📚 #MBA #HarvardCaseStudies #CustomEssays #AcademicSuccess #StudySmart Pay an expert to write my HBR study solution for the case study - Chetak: Revitalizing a Legacy Brand from the Past to the Future
Where can I find a case analysis for Harvard Business School or HBR Cases?
You can find the case study solution of the HBR case study "Chetak: Revitalizing a Legacy Brand from the Past to the Future" at Fern Fort University.
Which are some of the all-time best Harvard Review Case Studies?
Some of our all time favorite case studies are -
Can I Pay Someone To Solve My Case Study - "Chetak: Revitalizing a Legacy Brand from the Past to the Future"?
Yes, you can pay experts at Fern Fort University to write a custom case study solution that meets all your professional and academic needs.
Do I have to upload case material for the case study Chetak: Revitalizing a Legacy Brand from the Past to the Future to buy a custom case study solution?
We recommend to upload your case study because Harvard HBR case studies are updated regularly. So for custom solutions it helps to refer to the same document. The uploading of specific case materials for Chetak: Revitalizing a Legacy Brand from the Past to the Future ensures that the custom solution is aligned precisely with your needs. This helps our experts to deliver the most accurate, latest, and relevant solution.
What is a Case Research Method? How can it be applied to the Chetak: Revitalizing a Legacy Brand from the Past to the Future case study?
The Case Research Method involves in-depth analysis of a situation, identifying key issues, and proposing strategic solutions. For "Chetak: Revitalizing a Legacy Brand from the Past to the Future" case study, this method would be applied by examining the case’s context, challenges, and opportunities to provide a robust solution that aligns with academic rigor.
"I’m Seeking Help with Case Studies,” How can Fern Fort University help me with my case study assignments?
Fern Fort University offers comprehensive case study solutions, including writing, analysis, and consulting services. Whether you need help with strategy formulation, problem-solving, or academic compliance, their experts are equipped to assist with your assignments.
Achieve academic excellence with Fern Fort University! 🌟 We offer custom essays, term papers, and Harvard HBR business case studies solutions crafted by top-tier experts. Experience tailored solutions, uncompromised quality, and timely delivery. Elevate your academic performance with our trusted and confidential services. Visit Fern Fort University today! #AcademicSuccess #CustomEssays #MBA #CaseStudies
How do you handle tight deadlines for case study solutions?
We are adept at managing tight deadlines by allocating sufficient resources and prioritizing urgent projects. Our team works efficiently without compromising quality, ensuring that even last-minute requests are delivered on time
What if I need revisions or edits after receiving the case study solution?
We offer free revisions to ensure complete client satisfaction. If any adjustments are needed, our team will work closely with you to refine the solution until it meets your expectations.
How do you ensure that the case study solution is plagiarism-free?
All our case study solutions are crafted from scratch and thoroughly checked using advanced plagiarism detection software. We guarantee 100% originality in every solution delivered
How do you handle references and citations in the case study solutions?
We follow strict academic standards for references and citations, ensuring that all sources are properly credited according to the required citation style (APA, MLA, Chicago, etc.).