Bajaj Pulsar Marketing Project

Only available on StudyMode
  • Topic: Bajaj Auto, Bajaj Pulsar, Honda
  • Pages : 38 (9294 words )
  • Download(s) : 418
  • Published : March 12, 2013
Open Document
Text Preview
PROJECT REPORT ON MARKET STUDY AND ANALYSIS ON BAJAJ MOTORS - MODEL PULSAR

- Submitted By

PGCBM 22 - Group 63

Aashish Bansal
Joseph George
Phani Krishna
Tanguturi Venkata Pradeep

Table of Contents
PROJECT REPORT ON MARKET STUDY AND ANALYSIS ON BAJAJ MOTORS - MODEL PULSAR1 PHOENIX OF THE BAJAJ’S4
History of Bajaj4
Bajaj’s Experiment with Motor-Cycles5
Pulsar’s Saga6
Conceptualization of Pulsar6
Men behind the reminisce of Pulsar6
Birth of Pulsar : Efforts of Research and Development by Bajaj7 Different Generations of Pulsar8
Flow Chart of Pulsar’s Evolution: 10
Generations of Pulsar in Pictorial format11
Marketing Strategies: Segmentation, Targeting & Positioning12 Segmentation12
Segmentation variables for Bajaj12
Geographic12
Demographic12
Psychographic13
Behavioral13
Targeting14
Positioning15
Macro Environments Factors16
Political Factors16
Economic Factors16
Social Aspects17
Technological Factors17
Competitors18
Hero CBZ & Hunk & Karizma18
Hero CBZ18
Hero Hunk19
Hero Karizma21
Honda Unicorn22
Yamaha R1524
TVS Apache26
Market Share of Bikes29
Market Sales of Pulsar29
Micro Environments30
Threats from new entrants31
Bargaining power of supplier31
Bargaining power of customers32
Pressure from substitutes32
Rivalry in category32
Survey Analysis and Recommendations33
Recommendations38
Customer Targets38
Competitor Targets38
Product Service Features39
Core Strategy39
Value Proposition39
Product Positioning40
Conclusion41

[pic] - PHOENIX OF THE BAJAJ’S

India’s No.1 Sports Bike* & 5 Million Bikes sold by April 2012*

A dream ride for many Indian youngsters which rode Bajaj on a success rope for over a decade

• Why does Pulsar have an edge over other performance oriented bikes?

• What was that Midas touch, Bajaj gave to Pulsar?

• What made Pulsar connect to the young blood of India?

In the course of this analysis, we will try to answer all the above questions, and throw some light on the success story of Pulsar, evolution of Pulsar, marketing strategies Bajaj has employed to promote their product and much more.

History of Bajaj

Bajaj Auto Limited is India's largest manufacturer of scooters and motorcycles. Its strong suit is high-volume production; it is the lowest-cost scooter maker in the world. Although publicly owned, the company has been controlled by the Bajaj family since its founding.

It is based in Pune, Maharashtra, with plants in Chakan (Pune), Waluj (near Aurangabad) and Pantnagar (Uttaranchal). The oldest plant at Akurdi (Pune) now houses the R&D centre ahead. Bajaj Auto makes and exports scooters, motorcycles and the auto rickshaw.

Bajaj soon hit the common man’s seat with its very popular slogan ‘Hamara Bajaj’, sweeping the then market with its Chetak.

Over the last decade, the company has successfully changed its image from a scooter manufacturer to a two wheeler manufacturer. Its product range encompasses scooterettes, scooters and motorcycles. Its real growth in numbers has come in the last four years after successful introduction of a few models in the motorcycle segment.

Bajaj has grown operations in 50 countries by creating a line of value-for-money bikes targeted to the different preferences of entry-level buyers.

Bajaj’s Experiment with Motor-Cycles

The Bajaj M-50 debuted in 1981. The new fuel-efficient, 50cc motorcycle was immediately successful, and the company aimed to be able to make 60,000 of them a year by 1985. Capacity was the most important constraint for the Indian motorcycle industry.

 The sales of motorcycle started rising in 1990’s decade and by 1999 the motorcycle sales overtook scooter sales for the first time....
tracking img