Bajaj Pulsar Market Study

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  • Topic: Bajaj Pulsar, Bajaj Auto, Marketing
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  • Published : March 10, 2013
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Bajaj Pulsar

Submitted By – Pulkit Agrawal
Roll No – 63 (Section - B)
Introduction
Pulsar is one of favourite brands both as a biker and a marketer. This bike has virtually redefined biking in this country. Pulsar launched in 2001 is the market leader in the 150 cc + performance bike segment. More than that, this brand changed the fortune of Bajaj Auto Ltd. Brand owned by Bajaj Auto IndiaDeveloped by- •Product engineering division of Bajaj Auto

•Japanese design house Tokyo R&D
Before the introduction of thePulsar, Indianmotorcycle market trend was- •Fuel efficient
•Small capacity motorcycles
•80-125 cc classexcept forEnfield Bullet,bigger motorcycles withhigher capacity did not exist. Bajaj was known for Bajaj Scooters “Hamara Bajaj” Kawasaki Bajaj failed to make a mark. No success in the motorcycle segment whereHero-Hondawas the undisputed leader In 1999 Hero Honda launched CBZ in 150cc. The launch & success of CBZ created a new segment for 150cc Bikes. Bajaj took the cue from there on & launched the Pulsar twins in India on November 24, 2001. Hero Honda created a new segment of 150 cc performance segment with its CBZ. But Pulsar came and gave a new life into the Performance segment. Although not a pioneer, Pulsar made the performance segment one of the fastest growing segment in the two wheeler market * It was not only the bike's performance that triggered the brand becoming an icon -[USP] * A major part of the success was due to the classic advertising campaign by O&M -[UCP] * The new product from Bajaj was distinctly different

* Bajaj’s first bike without Kawasaki label.
* R&D and design marvel
* O&M stuck upon the Big Idea of India's He-Bike
* Although lot of bike take the persona of Macho bikes it was more oriented towards being "sexy" * The Big Idea was to position the bike as World's first bike endowed with a Sex (Gender)

It was not only the bike's performance that triggered the brand becoming an icon, a major part of the success was due to the classic advertising campaign by O&M. According to agencyfaqs, the birth of the "Definitely Male" campaign is interesting. The creative honchos found the new product from Bajaj distinctly different. It was Bajaj's first bike without Kawasaki label. The new bike was an R&D and design marvel.Pulsar was designed by the renowned design house Tokyo R&D. O&M knew that the communication of this brand should also be different.Starting with lot of ideas, O&M stuck upon the Big Idea of India's He-Bike. Although lot of bike take the persona of Macho bikes it was more oriented towards being "sexy". Product Timeline-

2001 The original Pulsar came with-
•150 cc / 180 cc•Air-Cooled•Single-Cylinder•1,235 mm wheelbase•Single Spark Plug•4-Stroke Engine•Disc Brake

2003 The second generation Pulsars featured-
•DTSi technology •Increased power• Increased fuel economy•New headlamp assembly•1,320 mm wheelbase•Standard twin-tone horn•Trip meter

2005 Bajaj launched another upgrade of the Pulsar featuring- •DTSi technology•17 inch alloy wheels•Stance lowered by 12 mm•Gas-filled Nitrox absorbers•1,320 mm wheelbase•Power output increased•15 litres fuel tank

2006 Bajaj introduced another version of Pulsar featuring-
•Pilot lamps•Flush LCD screen•Twin-stripe LED tail-light assembly•Backlit switches•Non-contact speed sensor•Increased torque•Improved gear box

2009 Bajaj began selling-
•Pulsar220 DTS-Fi

•Pulsar200 DTS-i

•Pulsar 135 DTS-i

•Fuel injection•Oil cooled engines•Digital Speedometers •Modern styling• Pilot lamps • Twin-stripe LED tail-light assembly • Backlit switches • Non-contact speed sensor • Increased torque • Improved gear box 2012 Bajaj launched Pulsar 200 NS featuring-

Bajajtargeted the 18-24 withPulsarbut laterfound that the brand appealed to a much olderaudience

Segmentation-
Product| Tagline| Positioning| Target Segment|
Pulsar 135...
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