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MARKETING OF

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CONTENTS
Introduction of Bajaj Auto Ltd.
Introduction of Pulsar
STP
4 Ps of Marketing
4 Cs of Consumer Angle
SWOT Analysis
Conclusion

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INTRODUCTION
BAJAJ AUTO LIMITED
Bajaj Auto came into existence
November, 1945 as M/s Bachraj
Corporation Private Limited.

on 29
Trading

Bajaj Auto Limited is an Indian two-wheeler &

three-wheeler manufacturing company and is a
part of Bajaj Group now.
Financial Position of BAJAJ AUTO LIMITED
BAJAJ AUTO LTD.

Q1 / 2014 Ann 2013-14

Total Income ( In Cr.)

5,472

20,856

EBIT ( In Cr.)

1,075

4,633

PAT ( In Cr.)

740

3,243

EPS ( In Cr.)

25.57

112.08

Bajaj has operations in 50 countries by creating

a line of bikes targeted to the preferences of
entry-level buyers.
Bajaj Auto
is the World's
third-largest
manufacturer of motorcycles and the Secondlargest in India. It is the Worlds largest threewheeler manufacturer.
Bajaj Auto is worlds only auto company in
Forbes Worlds Top 100 Most Innovative
Companies(2014) announced on 21 Aug, 2014.

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INTRODUCTION
PULSAR (Definitely Male)
Bajaj launched the Pulsar twins (150cc & 180cc) in
India on 24 November 2001.
Pulsar was developed by the product engineering
division of Bajaj Auto in association with Tokyo
R&D and later with motorcycle designer Glynn Kerr.
The project required approximately 36 months for
completion and cost to Bajaj was 1 billion.
Pulsar has virtually Redefined Biking in Indian
Market.
Pulsar as a Brand Changed the fortune of Bajaj
Auto Ltd when company was suffering from a cut
throat competition because of the entry of its new
rivals in the Indian market.
Pulsar is the Market Leader in 150cc+ performance
bike segment in India.

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STP
Segmentation

Age

Usage
Rate

(20-35)

Middle
Middle
Aged
Aged

Youth
Youth

High Power

Stylish

Mileage

Low
Maintenance

Rural
Urban&
Sub-urban

High
Reliability

Low Cost

Rural &
Urban
Sub-urban

Comfort

Appeal

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STP
Targeting

Middle Class
Students

Pulsar

Pulsar

Pulsar

135 LS

150 & 180

220 & 200NS

Middle Class
Professionals

Middle Class
Students

Upper Middle
Class

Upper Middle
Class
Students

Who cant
afford high
priced
imported bikes

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STP
Positioning
Brand Pulsar
Muscular Bike
Sporty
High Speed
Adventurous

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4 P OF MARKETING

Product

Price
4 Ps

Place

Promotion

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4 P - PRODUCT
Pulsar offers mainly 5 variants to customer (all with sporty
look).
Limited Edition Bikes
1. Pulsar 135 LS (135cc)
2. Pulsar 150cc
3. Pulsar 180cc
4. Pulsar 220cc
5. Pulsar 200 NS (200cc)
Limited Edition Bikes

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1. PULSAR 135
Performance
At the heart of the Pulsar 135 is an engineering marvel,
the World's first 4 Valve DTS-i engine, which provides greater
power and can be revved to much higher rpms without any
engine strain. The bike boasts a power to weight ratio that is
higher than some 150cc bikes giving the Pulsar 135LS the ability
to go from 0 to 60kmph in 5.1 seconds and a fuel efficiency that
is comparable to 125cc bikes.

Styling
Pulsar 135 LS oozes style with its stylish rear LED tail
lamps, sporty split-seats, split rear grab rails; there's nothing in the
bike that goes unnoticed. The Pulsar 135LS also boasts of a
stylishly designed front headlamp with twin pilot lamps

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2. PULSAR 150
Performance
The Pulsar 150 is unmatched in terms of performance
amongst bikes in its class. Patented technologies like DTS-i and
ExhausTEC provide the Pulsar with a class beating power of 15 Ps and
mileage of 65 Kmpl making it a true King of the Road. Other features
like the front disc brake, alloy wheels and broad rear tyre all provide
greater performance and superior efficiency.

Styling
The aggressive wolf eyed headlamp with twin pilot lamps,
gives the Pulsar 150 its individual character and lets it mark its own
territory on the road. The 12 V full DC headlamp ensures a constant light
beam at all speeds. The naked street fighter look is further enhanced by
the aerodynamic fairing on the large, muscular 15 litre fuel tank. This
mean machine also comes with clip-on handlebar, complete with pass
switch, electric start and engine kill switch.

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3. PULSAR 180
Performance
This 4 stroke, 180 cc, Digital Twin Spark ignition (DTS-i)
engine has been designed to generate that extra surge of
power. At 17Ps, the Pulsar 180 gives the rider a feeling of what
its like to be aheadalways! The revolutionary electronics on
the Pulsar 180 like TRICS III and intelligent CDI improve ignition
timing thus ensuring smoother power delivery and better
throttle response. All this while not compromising on the
efficiency and mileage.

Styling
Behold the beast with the looks to die for. Its stylish
and powerful wolf eyed headlamp with twin pilot lamps, adds
a unique character to the Pulsar 180 and lets it mark its own
territory on the road. The naked street fighter look is further
enhanced by the aerodynamic fairing on the large, muscular
15 litre fuel tank. This mean machine comes with clip-on
handlebar, complete with pass switch, electric start and
engine kill switch.

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4. PULSAR 220
Performance
Born as the Fastest Indian, the Pulsar 220F is a
performance machine for the true enthusiast. Its powerful 4
stroke, 220 cc DTS-i engine delivers 21Ps power and a healthy
19 Nm torque, making it the most powerful bike in its category.
Designed for speed and performance, the Pulsar 220 is perfect
for dragging in a straight dash or handling corners with
panache.

Styling
The Pulsar 220F has a stylish semi-fairing that is both
good looking and aerodynamic, ultra-stylish LED tail lamp,
sporty split seats and split rear grab rails. Standard fitments on
the bike include the clip-on handle bar complete with pass
switch, electric start, engine kill switch and self-cancelling
indicators.

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5. PULSAR 200 NS
Performance
The Pulsar 200NS is loaded with technology that
takes performance biking to the next level. Touted as the
next generation of motorcycles in India, the Pulsar 200NS
comes equipped with a triple spark, 4 valve engine, liquid
cooling, 6-speed gearbox, a perimeter frame, rear monosuspension and petal disc brakes. The Pulsar 200NS boasts of
adrenaline pumping figures like 23.5Ps power and a 0 60 in
3.1 seconds.

Styling
True to its name, i.e. Naked Sports, there is no
doubt when you look at the Pulsar 200NS that it is one of the
best looking street fighters around. The body has been
sculpted with careful attention to detail, like the foot pegs or
the hand grips or even the backlit switches. Every aspect of
the bike has been crafted to ensure the aggressive and
muscular look of the Pulsar is married with the next
generation technology.

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4 P - PRICE
Pulsar offers 5 variants to customer at different costs.
Bike Name

Price (*Ex-showroom Pune)

1. Pulsar 135 LS

58,977

2. Pulsar 150cc

66,917

3. Pulsar 180cc

70,024

4. Pulsar 220cc

81,572

5. Pulsar 200 NS

85,189

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4 P - PLACE
Dealers

Factory
Warehouse

Consumer

Rural Sales
Outlet

Consumer

Authorized
Showrooms/
Service
Centres

Consumer

*Large network of dealers all over India

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4 P - PROMOTION
Earlier Bajaj dealers were not specially trained to sell bikes but when Pulsar was going
to launch, for that whole Dealership network were trained specially to sell motorcycles.
In the advertisement, Pulsar was promoted as He-Bike (i.e. for Males) through its
astonishing ads and distinctively different punchline Definitely Male.
New DTS-i Technology was show cased in ads and is well accepted by the customers.
Bajaj changed its logo from Humara Bajaj to Inspiring Confidence to Distinctly
Ahead now and revamped itself totally for Digital Biking.

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4 P - PROMOTION
Promotions were done through all type of media
1. Radio
2. T. V. Ads (specially on MTv), Stuntmania,
Pulsarmania
3. Professional Stunt Team - GhostRyderz
4. Pulsar Licence
5. Stalls at malls and colleges

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4 C OF CONSUMER ANGLE
1. Consumer wants and need : Give people what they want that's the key to business
success.

2. Cost to Satisfy : To Satisfy the consumer the company also provide test drive . After sale
Consumer is provided 4 to 5 service free of cost based on the bike . Bajaj also provides
extended warranty.

3. Convenience to buy : It is Convenient to buy from any Bajaj Showroom or any Bajaj
Registered Dealers. Bajaj also helps its customer to finance in buying bikes
through its BAJAJFINANCE.

4. Communication : Consumer were made aware of the Product on its Launch through
websites , newspaper, TV channels, etc.

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SWOT ANALYSIS
Strength

Weakness

Opportunities

Threats

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STRENGTH
Excellent Brand Name
Excellent R&D Focus Patents like DTS-i, DTS-Fi,
ExhausTEC, Wolf Eyed Headlights, etc.
High Performance products across all categories
Product design and development capabilities
Widespread distribution network

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WEAKNESS
Mileage on lower side due to focus on power
High cost in various variants as per Indian Market
Similarities in Styles and Design
Pricing as compare to its rivals
Less Fuel Tank Capacity

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OPPORTUNITIES
Expansion to rural sector.
Cost management thus reducing the price of the bike.
Developmental changes thus reducing bikes weight.
Untapped market above 220 cc in India.
Competing in International Market.
Bajaj as a true MNC.

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THREATS
New entrants
Competitors
CBZ, Karizma, Achiever, Hunk

Low mileage
Low priced bikes
Copying

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AWARDS
2009 2010
Viewer's Choice Bike of the Year UTV Bloomberg AutoCar (For Pulsar 135 DTS-i)
Bike of the Year UTV Bloomberg AutoCar (For Pulsar 135 DTS-i)
Technology of the Year 4Valve ET NOW Zigwheels (For Pulsar 135 DTS-i)
Bike of the Year ET NOW Zigwheels (For Pulsar 135 DTS-i)
Less than 150 cc Bike of the Year ET NOW Zigwheels (For Pulsar 135 DTS-i)

2007 2008
IMOTY Award Indian Motorcycle of the Year 2008 All Auto Mags Overdrive, AutoCar, BS, Bike,
Top Gear (For Pulsar 220 DTS-Fi)

Bike of the Year 2008 NDTV Profit Car India and Bike India Awards (For Pulsar 220 DTS-Fi)
Bike of the Year 2008 Overdrive (For Pulsar 220 DTS-Fi)
Ranked First in ' TOP 30 AUTOMOBILE BRANDS OF INDIA ' 2008 4Ps Power Brand Awards

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CONCLUSION
Bajaj Pulsar has well established its different product
models & its pricing and distribution.
Bajaj Pulsar is continuously improving & inventing new
technologies in its product models.
Pulsar has distinctly maintained their unique theme for
their models and kept their positioning constant over a
long duration of time as the market leaders.
Pulsar models have been successful in earning
unparalleled brand loyalty and exclusivity.

PRESENTED BY
PulsarManiacs
Harshwardhan Jaiswal

AP 14193

Amit Singh

AP 14192

Vishvas P.

AP 14194

Yogesh Mamidwar

AP 14183

Madhu P. V.

AP 14186

Sunay Jaiswal

AP 14101

Harshitha M. V.

AP 14190