Bajaj Pulsar - SM
-
Upload
rakesh-paswaan -
Category
Documents
-
view
268 -
download
4
Transcript of Bajaj Pulsar - SM
-
7/31/2019 Bajaj Pulsar - SM
1/15
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
-
7/31/2019 Bajaj Pulsar - SM
2/15
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
-
7/31/2019 Bajaj Pulsar - SM
3/15
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
-
7/31/2019 Bajaj Pulsar - SM
4/15
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.
-
7/31/2019 Bajaj Pulsar - SM
5/15
Bajaj Marketing Strategy
Bajaj adopted different marketing strategies for
different models, few of them are discussed as below: -
PulsarBoxer Discover
-
7/31/2019 Bajaj Pulsar - SM
6/15
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 -
7/31/2019 Bajaj Pulsar - SM
7/15
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
-
7/31/2019 Bajaj Pulsar - SM
8/15
-
7/31/2019 Bajaj Pulsar - SM
9/15
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.
-
7/31/2019 Bajaj Pulsar - SM
10/15
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
-
7/31/2019 Bajaj Pulsar - SM
11/15
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
-
7/31/2019 Bajaj Pulsar - SM
12/15
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
-
7/31/2019 Bajaj Pulsar - SM
13/15
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
-
7/31/2019 Bajaj Pulsar - SM
14/15
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.
-
7/31/2019 Bajaj Pulsar - SM
15/15