Pulsar Marketing Project

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Bajaj Auto came into existence on 29 November 1945 as M/s Bachraj Trading Corporation Private Limited. It started off by selling imported two- and three-wheelers in India. Bajaj enjoyed near monopoly status ever since until the early 90s where Hero Honda stole the show from Bajaj. Bajaj has always pulled the patriotic string among Indians with their ‘Hamara Bajaj’ ad campaign and instilled the sense of ownership and belongingness.

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 decade years after successful introduction of the Bajaj Pulsar and Bajaj Discover. 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 Pulsar 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.

Bajaj Auto came into existence on November 29, 1945 as M/s Bachraj Trading Corporation Private Limited. It started off by selling imported two- and three-wheelers in India. In 1960, BTCL was renamed Bajaj Auto Ltd. (BAL) and the company went public. The same year, it entered into a technical collaboration with Piaggio for the manufacture of scooters. In 1970, it rolled out its 100,000th vehicle. In 1977, it managed to produce and sell 100,000 vehicles in single financial year.

In 1985, it started producing at Waluj near Aurangabad. In 1986, it managed to produce and sell 500,000 vehicles in a single financial year. In 1995, it rolled out its ten millionth vehicles and produced and sold 1 million vehicles in a year. 2003 Pulsar DTS-i is launched.107, 115 Motorcycles sold in a month. Bajaj Wind 125, The World Bike, is launched in India. Bajaj Auto launched its Caliber115 “Hoodibabaa!” in the executive motorcycle segment.

2004 Bajaj Discover DTS-i launched. New Bajaj Chetak 4 stroke with Wonder Gear launched. Bajaj CT100 is launched. Bajaj unveils new brand identity, dons new symbol, logo and brand line. 2005 Bajaj Discover launched Bajaj Avenger DTS-i launched Bajaj Wave DTS-i launched 2006 Bajaj Platina launched. 2007 Launch of XCD DTS-Si National launch of 220 cc pulsar DTS-Fi Bajaj auto commissions new plant at Pantnagar, Uttarakhand200 cc pulsar DTS-I launched Bajaj Kristal DTS-I launched.

2008 Launch of Bajaj Discover 135 DTS-i-sport (Upgrade of existing 135cc model) 2012 Launch of Bajaj Pulsar 200 NS, Discover 135 ST. The Bajaj Discover toppled HMC Splendor as the world’s top selling motorcycle. Customer Analysis: Bajaj Pulsar covers a various range of customers. But in general it targets the Youth and the 18-35 age group via its sporty, rugged, adventure attitude. The Pulsar 150, 180 are mainly targeted at college students, young working professionals of the middle class. The Pulsar 220, Pulsar 200 NS and the now discontinued Pulsar 200 were targeted at Motorcycle Enthusiasts with a relatively higher income. In the highly competitive 100-135 segment, Pulsar 135 LS is targeted at college students and the middle aged urban customer.

2. Company Analysis: Bajaj Auto Limited launched the Pulsar 150 and The Pulsar 180 in 2001. These were the first Indigenous bikes made in India. Thereafter the successfully converted the niche segment of 150 CC + segment into the mainstream by aggressive pricing of their products, intelligent ad campaigns and constant upgrading of the Pulsars on an annual basis. In 2010 The Pulsar Brand was valued at $1.4 billion. Now, in the performance Bikes segment Pulsar outsells every other bike manufacturer combined.

3. Collaborator Analysis: Prior to the production of Pulsar, Bajaj had a partnership with Japanese manufacturer Kawasaki. It churned out many successful models like The Kawasaki Bajaj Boxer and Caliber. But couldn’t venture into the Performance Biking Segment. The Bajaj Pulsar was an Indigenous product with all Research and Development done in India. In 2011 Bajaj became a majority stake holder with Austrian Sports bike manufacturers KTM. And in Q1 2012, Bajaj rolled out the Pulsar 200NS with DNA of the KTM Duke 200. Both these bikes had very similar specifications, usage, target customers and had the same parts.

4. Competitor Analysis: Bajaj lost out its market dominance in the Early 90s when it sold only scooters. During the economic boom of the 90s in India, the middle class of the India now equipped with more disposable income could opt for motorcycles due to many advantages like

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