Bajaj Pulsar - SM

7/31/2019 Bajaj Pulsar - SM

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Trust builds quality

Quality builds satisfaction.Satisfaction builds relationships

Relationship builds trust

We believe in

A tradition of Trust

presented by

Rakesh Paswaan

Ankit Panchal

Shahnwaz Shurti

Darshan

Hiren Jani

DilbarUjjwala


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HISTORY : -Bajaj Auto was founded in 1945.

It is India's second largest two wheeler manufacturer and the world's 4th

largest two and three-wheeler manufacturer.

It is based in Pune. With plants in Akurdi and Chakan (Pune), Waluj and

Pant nagar in Uttaranchal .

Bajaj Auto manufactures and exports automobiles, scooters, motorcycles and

the auto rickshawCurrently It holds a market share of 22% over all two wheeler industry and a

phenomenon 71% share in125- 250 cc category.

It has a joint venture with Kawasaki and 31.72 % stake in Australian based

companyKTM


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To attain world class Excellency by demonstrating Value added products to customers

Focus on value based manufacturing continual improvement total elimination of wastes

pollution free & safe environment

To cater the Market needs of transportation by providing 2 wheeler and 3wheeler vehicles

To catapult Bajaj auto as the countrys largest automobile company

Proud Indian MNC

Be at forefront of Technological Innovation

World class manufacturing

Employee friendly work practices

Fair and Transparent Annual and Quarterly PMS

Superior QualityofLife


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Bajaj Marketing Strategy

Being the leading manufacturer of two and threewheelers market BAL(Bajaj Auto Ltd.) has beenproviding the best of the class models at competitiveprices.

Most of the Bajaj models come loaded with the latestfeatures within the price band acceptable by the market.

They regularly update the low price bikes with the latestfeatures like disk-brakes, anti-skid technology and dual

suspension etc. The initiation of BAJAJ into auto-finance through its

company BAJAJ AUTO FINANCE LTD. (BAFL). Ithas been coming up with some very innovative offers like

very little down payment and 0% interest loans.


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Bajaj Marketing Strategy

Bajaj adopted different marketing strategies for

different models, few of them are discussed as below: -

PulsarBoxer Discover


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ADVERTISING STRATEGY

Bajaj used to convey the feeling of Indianness in its

ads. With a punch line Hamara Bajaj Bajaj drove into

everybodys hearts and the title song of Naye

Bharat Ki Naye Tasveer added a great value to its

mobikes and scooters.

But recently, its punch line i.e. Hamara Bajaj got

converted to Inspiring Confidence

AD

Bajaj is always known for its ads without well-known brand ambassadors

HAMARA

BAJAJ

INSPIRING

CONFIDENECEDISTINCTLY

AHEAD
http://localhost/var/www/apps/conversion/current/tmp/Videos/RealPlayer%20Downloads/Hamara%20Bajaj%20Ad.flv%20-%20YouTube.flvhttp://localhost/var/www/apps/conversion/current/tmp/Videos/RealPlayer%20Downloads/Hamara%20Bajaj%20Ad.flv%20-%20YouTube.flv


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Bajaj Positioning

An evolution from Humara Bajaj to Distinctly Ahead

Humara Bajaj

Reliability &

Trustworthiness

Value for Money

products

Chetak

Distinctly Ahead

Innovation, Speed &

Perfection

Styling and Technology

Pulsar

Brand Tagline

Core Values

Campaign based on

Flagship product

Transformed its image from a scooter maker to a 2 wheeler maker

Based on high technology and precision engineering

Positioned as pioneer and not a follower

Also had an Inspiring Confidence campaign before Distinctly Ahead

Has tried to portray an international image with the globalize india campaign


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Why Bajaj Pulsar?

Before the introduction of the Pulsar, the Indian motorcycle market trend was

towards fuel efficient, small capacity motorcycles (that formed the 80-125 cc class).

The launch and success of Hero Honda CBZ in 1999 showed that there was

demand for performance bikes.

Bajaj took the clue from there on and launched the Pulsar twins in India on

November 24, 2001.


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SEGMENT

youth bike with Sporty Looks

High Capacity

Supreme Performance

Riding Comfort

TARGETGROUP

Young boys in the age 18-30 middle class

The Bajaj Pulsar has been designed and styled as a mean masculine robustmachine .

Pulsar was initially targeted to 18-24 age group. The youth who wanted Highlypowerful, stylish bikes, with good mileage & low maintenance.

POSITIONING

The No.1 Sports bike in India


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Marketing Mix ( 4 Ps)

Pulsar 135 LS RS. 57063 Pulsar 220 DTS-I RS. 78885

Pulsar 150 DTS-I RS. 65059Pulsar 200 NS RS. 85000


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Marketing Mix ( 4 Ps)

PLACEUrban Area

Rural Area

Bajaj auto ramping up dealership

PROMOTIONOn road promotion

Sponsoring various events and TV programs

Advertising through print and digital media


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New entrants

Competitors

Low cost bikes.

Expansion in rural

and tier-2 cities .

Cost management

thus reducing the

price of the bike

Mileage on a

lower side due to

focus on Power

High cost invarious variants

Excellent brand

name

.High product

quality . High

performance,

speed and pickupStrength Weakness

ThreatsOpportunity

SWOT ANALYSIS OF BAJAJ PULSAR


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Future Strategy of BAJAJ AUTO

The company is developing all new breed of its Pulsar and Discover range of

motorcycles which will be launched in the second half of the financial year.

Bajaj Auto will also launch Boxer, KTM Duke 125 or 200c in upcoming months

Beside this, he also mentioned that Bajaj Auto will launch its much awaited

small car with the amazing price of 1,50,000 and 30 Km/liter by 2012

Bajaj Auto expects its market share to increase up to 40 50 % from

current 27% in the domestic market

The company has plant in Maharashtra and has shipped around 1,000-2,000 bikes to

the European market, where the Duke 125 has been launched at price of Euro 4,000.

Bajaj auto owns 38.09% stake in Austria based KTM Company via Bajaj Autos 100%

subsidiary Bajaj Auto International Holdings BV Netherlands.

KTM is more important to the Bajaj Auto in order to enter markets like Brazil, Malaysia

and Thailand where brands like Honda and Yamaha are already dominating and these

markets are mature.


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Bajaj Pulsar - SM

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