Positioning Strategy For Pulsar and Its Effect

A
PROJECT REPORT
A survey to study “positioning strategy for pulsar and its effect”
SUBMITED BY UNDER THE GUIDANCE OF

SURESH BABU.P Mr. ROHIT C KALASKAR
REG.NO.MBA/08/62 DIRECTOR OF ACADEMIC
HUBLI EDUCATION TRUST’S

INSTITUTE OF MANAGEMENT STUDIES
RAIKAR PLAZA VIDYA NAGAR HUBLI
150cc BIKES
DECLARATION
I hereby declare that this project that report entitled a survey to study
“Positioning strategy for pulsar and its effects”
The project work has been prepared by me under the guidance of Mr. Rohit C
Kalaskar director.
Place: Hubli
Date:
(Suresh Babu P)
CERTIFICATE
This is to certify that Suresh Babu. P student of Master of Business Administration

has prepared the project title a survey to study “Positioning strategy for pulsar and
its effects” has been prepared under the support and guidance of Mr.Rohit
Kalaskar. This project was given to me by Mr.Rohit Kalaskar to make me aware of
the steps of how to prepare a summer training project.
ACKNOWLEDGEMENT
It is my great privilege to express my sincere thanks to Institute of Management

Studies Hubli for providing us with all facilities to do this project.
The same is happening with me when I am desperately searching for words to

thank the almighty god for making me an instrument to write and prepare this
project.
I am thankful to Mr.Rohit C Kalaskar for providing me support and encourage

making and presenting this project.
Finally thanks to Mr.Rohit C Kalaskar Sir without his moral support this could not
have been a great success for me.
Abstract
The survey to study “Positioning strategy for pulsar and its effects” is prepared
under the guidelines of Mr.Rohit C Kalaskar (Director and Faculty).
This project report provides a gathering of knowledge about demand of different

bike brands in Hubli city, as well as it also provides detail knowledge about the
consumer preference towards different bike brands.
There is a sufficient of data analysis and conclusions are given in the research
paper. On the basis of feedback through questionnaire and observation method, I
find out that the Hubli consumer has changed their strategy towards the products
and starts to purchase them on the basis of their quality.
As the result, there is close competition between the companies.
The each of them are increasing their products, qualities, and looks and providing
better services everyday.
Our analysis is based on sample results. It was a difficult task to gather the
information from respondents by meeting them personally in order to get
questionnaire filled. There was a lot of time pressure and sometimes unwillingness
of respondents to respond.
Mr.Rohit C Kalaskar
(DIRECTER)
INDEX
CHAPTER.1
 Introduction & Design of the study
 Statement of the study
 Objectives of the study
 Need for the study
 Methodology
(a) Size of the sample
(b) Sampling design
(c) Sample technique
 Data collection
 Hypothesis (Formula)
 Geographical area of study
 Data analysis
 Limitation
CHAPTER.2
 An over view of the study
CHAPTER.3
 Opinion of the study
CHAPTER.4
 Survey of findings suggestion and conclusion
CHAPTER-1
Executive summery
The research titled “positioning strategy for pulsar and its effect.” It helps to
understand which strategy Bajaj Company is using to position the pulsar in the
market. This research is carried out as per the steps of market research process. To
meet the objectives primary research is undertaken.
The group's flagship company, Bajaj Auto, is ranked as the world's fourth largest
two- and three- wheeler manufacturer and the Bajaj brand is well-known across
several countries in Latin America, Africa, Middle East, South and South East
Asia.
The bajaj company had introduced pulsar bike with 150cc in 2001. After words the
bajaj company keeps on altering the model of the pulsar. Till 2003 they were
modifying pulsar 150cc only than they released pulsar180cc in
2003.simultaneously they introduced 200cc and 220cc in 2005and 2007.
The main objectives of this project are to under stand which strategy bajaj has
used to position pulsar in the market and to study how bajaj pulsar effects the other
two wheelers the methodology of the project is exploratory method and sample
200, geographical area is Hubli.
Introduction
There was a time when the bike companies ignores in the market, they took no any
interest to produced or sell products in the market in India. It was the initial stage
of bike companies in India. As per as the time had passed, the strategy and
marketing style of bike companies had been changed.
The research titled “positioning strategy for pulsar and its effect.” It helps to
understand which strategy Bajaj Company is using to position the pulsar in the
market. This research is carried out as per the steps of market research process. To
meet the objectives primary research is undertaken.
The Bajaj Group is amongst the top 10 business houses in India. Its footprint
stretches over a wide range of industries, spanning automobiles (two-wheelers and
three-wheelers), home appliances, lighting, iron and steel, insurance, travel and
finance.
The group's flagship company, Bajaj Auto, is ranked as the world's fourth largest
two- and three- wheeler manufacturer and the Bajaj brand is well-known across
several countries in Latin America, Africa, Middle East, South and South East
Asia.
The present Chairman of the group, Rahul Bajaj, took charge of the business in
1965. Under his leadership, the turnover of the Bajaj Auto the flagship company
has gone up from Rs.72 million to Rs.46.16 billion (USD 936 million), its product
portfolio has expanded from one to and the brand has found a global market. He is
one of India's most distinguished business leaders and internationally respected for
his business acumen and entrepreneurial spirit.
Design of the study
The design of the study determines the steps to be followed to conduct the study
and the important topics, which are to be covered in the study.
This research is carried out as per the steps of market research process. To meet the
objectives primary research is undertaken.
A detailed design of the study is considered to be necessary in order to compare the

actual theory with that observed in picture.
The basic study on attempt has been made to separate the various respondents on
basis of their age, income, education, profession and external factors.
Statement of the problem
A survey study to positioning strategy for pulsar and its effect in Hubli City
It is to know the opinion of the consumer about the Bajaj pulsar bike.
Objectives
There are following objectives of the project:-
1. To under stand which strategy Bajaj has used to position pulsar in the
market
2. To study how Bajaj pulsar effects the other two wheelers
3. To study why the customer use particular brand
4. To study which factors has influenced the customer to buy Bajaj pulsar
5. To know the who are the competitors for Bajaj pulsar

Need for the Study
In those days, the bike market is the one of the best opportunity for the segment
bike sector in the India. It is wider and less competitive market for the bike. As the
income level of the consumers increasing, the demand of car is increasing
continuously. The various need of the study is given as follows:-
To determine the raising demand of Bajaj Pulsar bikes in Hubli city?
To analyze the features which are expecting by the customer in a bike?

RESEARCH METHODOLOGY
SAMPLE DESIGN
SAMPLE UNIT: - All working people are included both the genders i.e. males and
females irrespective of their education level.
SAMPLE SIZE: - 200
SAMPLE REGION: - Hubli city
SAMPLING PROCEDURE: - Random Sampling

DATA COLLECTION METHOD
PRIMARY DATA
Primary data was collected through a self administrated questionnaire. This

questionnaire aims to gather information related to various Branded bikes
SECONDARY DATA
Secondary data was collected through magazines, research papers, internet etc.
Data collection
Questionnaire design
As the questionnaire is self administrated one, the survey is kept simple and user
friendly. Words used in questionnaire are readily understandable to all respondent.
Also technical jargons are avoided to ensure that there is no confusion for
respondents.
Definition of the Problem
The study of opportunity for bike companies in the market is a sum total of
different analytical survey of different bike companies in the Hubli area. In one
sense, we can say that it is determination of how much market captured by
different bike companies
Changing lifestyles
Rising per capital income, increased literacy and fast urbanization have caused fast
growth and change in demand patterns. The rising aspiration levels, increase in
spending power has led to a change in the consumption pattern.
Hypothesis
I am also a citizen of rural area. I use my experiences and perceptions as

hypothesis towards to made this project.
Geographical area of study
This geographical area is concerned to the where I conducted serve to analyze

which is the best bike brand in the Hubli city’s.
I conducted serve in the serve in Hubli City areas like Gokul road, CBT, Aruna
colony, Navanagar, Maruti Nagar, Sirur park circle, Desh pandye nagar etc.
Limitations
While surveying I encounter with some problems like some people were not
willing to respond and few of them who responded were in hurry hence the active
participation was lacking.
Due to which we faced difficulties in collecting information regarding our

questionnaire.
Another problem which we face was that people were hesitating to give
information about their opinion. Except it, the sample size we have taken for
survey was small and it’s a difficult task to draw accurate conclusion or reach to an
exact result on the basis of limited sample size. Moreover, our investment was
limited and time was also less to go in depth.
Threats to us are that- as people were hesitating to give their opinion and details so
there is chance of error regarding opinion.
CHAPTER-2
Over view
Bajaj Auto Ltd
"Inspiring Confidence"
Founder Jamnalal Bajaj

Year of Establishment 1926
Industry Automotive - Two & Three Wheelers
Business Group The Bajaj Group
Key people Rahul Bajaj (Chairman), Rajiv Bajaj (Managing
Director)
Listings & its codes BSE - Code: 500490; NSE - Code: BAJAJAUTO
Presence Distribution network covers 50 countries.
Dominant presence in Sri Lanka, Bangladesh,
Columbia, Guatemala, Peru, Egypt, Iran and
Indonesia
Joint Venture Kawasaki Heavy Industries of Japan

Registered & Head Office Akurdi
Pune - 411035
India
Tel.: + (91)-(20)-27472851
Fax: + (91)-(20)-27473398
Works Akurdi, Pune 411035

Bajaj Nagar, Waluj Aurangabad 431136
Chakan Industrial Area, Chakan, Pune 411501
E-mail rahulbajaj@bajajauto.co.in
Website http://www.bajajauto.com/
Low cost cars
Bajaj Auto says its $2,500 car, which it is building with Renault and Nissan Motor,
will aim at a fuel-efficiency of 30 km/liter, or twice an average small car, and
carbon dioxide emissions of 100 gm/km.
It is a Tata Nano competitor. The Bajaj venture will have an initial capacity of
400,000 units, while Tata expects eventual demand of 1 million Nano.
Two wheelers in India
Bajaj Avenger · Boxer · CT 100 · Discover · Eliminator · Legend ·

Pulsar · Pulsar 220 · Platina · Wind · XCD
Kristal · Chetak · Safire · Sunny · Wave
Hero Honda Achiever · CBZ · Hunk · Karizma · Passion · Splendor
TVS Victor · Flame · Apache
Honda Activa · Aviator · Dio · Unicorn
Yamaha Crux · Gladiator · Libero · Libero G5 · RX-135 · RX 100 · R15 ·
FZ16 · FZ-S
Suzuki Suzuki Zeus · Suzuki GS
Others Rajdoot 350 · Royal Enfield Bullet
Top Ten Players in Indian Automobile Sector
 Maruti Udyog Limited
 Hero Motors Limited
 Tata Group
 Bajaj Auto Limited
 Mahindra Group
 Ashok Leyland
 Yamaha Motor India
 Hyundai Motors India Limited
 Toyota Kirloskar Motor Private Limited
 Honda Spiel Cars India Limited

Competitors of engine and Transmission
This must be easiest section to decide, since three of the competitors – Hero
Honda’s Hunk, CBZ X-Treme and Honda’s unicorn share the same engine.
Unicorn’s 149.2cc was the least power producer yet it scores full points for its
refinement. Unicorn’s engine develops 13.3bhp at 8000rpm and 12.75Nm of
6500rpm. Hero Honda offers the same engine with little more power (0.8bhp) for
both the Hunk and the CBZ X-treme. Pulsar 150cc engine is one of the best
engines made by the bajaj. The twin spark 149cc engine produces 14bhp at
8500rpm. Suzuki GS 150R is an air-cooled 4 stroke, SOHC with a displacement
of 150cc with max power of 13.8 bhp @ 8500 rpm and max torque of 13.8Nm @
6000 rpm. The transmission is 6 speeds with front disc brake and rear swing arm
type coil spring which is oil and gas dumped. The fuel tank capacity is 15.5 liters
with a ground clearance of 160mm weighing and 149 kgs (curb mass) The Suzuki
GS 150R comes with the features like digital speedometer with dual modes , rear
suspension with separate reservoir Tank, sporty headlight , LED tail Lamp and
integrated Rear turn Signal and new engine design with SJCS (Suzuki Jet cooling
system) I took a TD of the Suzuki GS 150R the pros that i noted was:-The engine
was refined thereby giving a smooth ride the pick up was good Gear shifting was
smooth Front disc brake had a good grip Stylish Sporty Design 6 Gears On road
mileage of 45-50 kmpl Engine Balancer technology to reduce the vibration caused
by the engine. TVS apache rtr is powered by a 160cc engine which produces
15.2bhp at 8500 rpm and 13.1Nm at 6000 rpm. Clearly, Apache RTR is the best
among the traits in terms of performance. Apache RTR has higher power to
weight ratio 111.7bhp/ton. Apache can push the red line even up to 12000rpm. The
extra 10cc plays a main role for the RTR and it is the only bike in the segment
capable of breaching the 110kmph mark with appreciable control. All the bikes in
the 150cc segment breathes through CV carburetor, in India, Fuel Injection (FI) is
yet to make a wave. All the bikes Pulsar, Unicorn, CBZ Xtreme, apache RTR and
Hunk features 5-speed (1-down 4-up pattern) gearbox. Their way of functioning
and design varies. Apache RTR, Hero Honda Hunk and CBZ Xtreme targets young
customers and hence gear shifting is through toe levers. In Unicorn and Pulsar
150cc it is through heel and toe levers.
Hubli market is one of the best opportunities for the bike sector. In some sense we
can say that Hubli city market is future of bikes. The life style of Hubli city
consumers is changing.
The Indian market and the marketing strategy have become the latest marketing
buzz word for most of the bike majors. They added the strategies of different bike
companies for capturing Hubli city market like Bajaj, Hero Honda, TVS, Honda,
Yamaha, Suzuki,
Factors such as strong distribution network and market awareness are few
prerequisites for making an impression in the bikes market.
The characteristics of the market in terms of low and spread out population and
limited purchasing power make it a difficult market to capture.
The Bottom of the pyramid marketing strategies and the 4 A's model of
Availability, Affordability, Acceptability and Awareness provide us with a means
of developing appropriate strategies to tackle the market, it is a study of different
car companies used by Hubli city consumers. It will provide information about
consumer’s preferences towards a good car company which is too unique and
different from those above researches.
What is the marketing strategy?
It differs. We have started selling high-end products like the Pulsar in Indonesia
where the Japanese control over 90 per cent of the market. The Nigerian market is
completely Chinese, dominated by very cheap and poor quality products. Seventy
per cent of motor cycles are used as taxis in Nigeria where people want a strong
motor cycle with a long seat. So, we launched the Boxer S - a new avataar of the
Boxer we used to sell in India. We launched the product in July 2006 and it now
sells 5,000 a month. The selling point in Nigeria is the Bajaj brand which offers
high quality, high reliability and high fuel efficiency. In Indonesia, the Bajaj brand
reflects high performance and high price.
What is the branding strategy?
We sell under the Bajaj brand. The only exception is Kawasaki with whom we
enjoy a long-standing relationship - in some markets like the Philippines;
Kawasaki sells our products under our brand. They also sell our motor cycles in
some Latin American markets as Kawasaki. Where they think they can charge a
higher price, they put their brand on the product.
What happened to the Pakistan export plans?
The Pakistan government is not keen to get motor cycles from India.
Once you export a million vehicles, how does your global position change?
We are the fourth largest two-wheeler maker after Honda, Yamaha and Suzuki in
the global market of 40 million units. The global market is growing at 3-4 per cent
a year, compared to our growth of 15-20 per cent (exports are growing even
faster). At this rate, our global market share should double in three years. We are
very close to Suzuki now. I think a few Chinese players may enter in the top-five
bracket.
Do you run exports out of India?
Three years ago, our entire team was in India. But this didn't work since many
markets are in different time zones. So, we set up an office in Mexico to serve
south and Central America; the Indonesia office looks after Indonesia and the
Philippines; the Dubai office takes care of Africa and the Middle East; and we've
put our teams in a few significant countries like Bangladesh, Sri Lanka, Egypt and
Nigeria.
How do you tackle fakes?
Our products and brands are registered, so by law, no one can copy them. But if
there's a copy, we take legal action. We saw copies of the Pulsar in Sri Lanka, for
instance, and went to the court and got an order against the Sri Lankan importer
who was importing the products from a Chinese player. Sri Lanka is the only place
where we sought legal recourse - we saw a few copies of the Pulsar in Iran. We'll
take legal recourse if we see its growing.
Will you buy foreign brands to grow overseas?
The combined market share of Honda, Yamaha and Suzuki is nearly 90 per cent in
most of the places we want to be, so there is no one left to target. Also, what do we
get by acquisition? We don't need any one's product. We might look at a company
which has a good distribution network. We are now creating the network.
Key features of bajaj pulsar bikes
Engine Oil Cooler to control the temperature and maintain the high speed and rpm.
Digital Odometer, Digital Speedo Meter, Digital Fuel Gauge and two Digital Trip
Meters contribute to enhanced riding comfort. Tubeless tyres for better road grip
and stability. First bike in India with large 33 mm front fork for better shock
absorbing ability. Constant velocity (CV) carburetor for high level of
performance.zSplit seat for better riding and sitting comfort.
Pulsar bike have one unique feature
The all new Pulsar DTSi is packed with the path breaking next generation
technology of digital biking. Its various digital systems like capacitor discharge
ignition (CDI) system, Digital console and Digital Twin Spark ignition (DTSi)
provides efficient fuel combustion and better performance under all conditions.
The latest DTSi engine of Bajaj Pulsar DTSi, with twin spark plugs and 8 bit
microprocessor chip, generates the pulsating 18 ps of power to excite the bikers
and its advanced Exhaust TEC technology ensures the great performance at lower
rpm. The muscular aerodynamic shape of Pulsar DTSi and its 1350 mm of wheel
base with 17" large alloy wheels give this bajaj bike a robust presence on the road.
For the first time in India, Pulsar DTSi is equipped with an Oil cooler, tube less
tyres and new digital console that makes the Pulsar most sporty and stylish two
wheelers on Indian roads.
CHAPTER.3
Opinion of study
After a good deal of consumer survey and marketing research, I have collected a
good collection of data. The analyses of those data’s are given as follows:-
In the initial years, the Hubli city consumers preferred 150cc segment bike etc. but
from the last period of five years, the preference of Hubli city consumers towards
bikes has been changed.
An extremely large number of bikes of different companies are selling in Hubli

city market. The Hubli city consumer’s preference towards the different bike
companies are given below
1. Bajaj auto ltd

2. Hero Honda
3. Yamaha
4. Suzuki
5. Honda
6. TVS
Pulsar provides good mileage
Frequency Percent Valid Percent Cumulative

Percent
Valid yes 93 93.0 93.0 93.0
no 7 7.0 7.0 100.0
Total 100 100.0 100.0
Pulsar provides good mileage
Yes
No
Pulsar is available at lower price?

Percent
Valid yes 78 78.0 78.0 78.0
no 22 22.0 22.0 100.0
Total 100 100.0 100.0
Pulsar is available at lower price?
no
yes
Pulsar gives better pick up?

Percent
Valid yes 79 79.0 79.0 79.0
no 21 21.0 21.0 100.0
Total 100 100.0 100.0
Pulsar gives better pick up
no
yes
Bajaj pulsar has the good service center?

Percent
Valid yes 94 94.0 94.0 94.0
no 6 6.0 6.0 100.0
Total 100 100.0 100.0
Bajaj pulsar has the good service center
no
yes
Pulsar more add-on features?

Percent
Valid yes 77 77.0 77.0 77.0
no 23 23.0 23.0 100.0
Total 100 100.0 100.0
Pulsar more add-on features?
no
yes
Do you suggest others to buy pulsar?

Percent
Valid yes 67 67.0 67.0 67.0
no 33 33.0 33.0 100.0
Total 100 100.0 100.0
Do you suggest others to buy pulsar?
no
yes
Is a brand I trust? Pulsar
Freque Percent Valid Percent Cumulative

ncy Percent
Valid Neither Agree nor 15 15.0 15.0 15.0

disagree
agree 51 51.0 51.0 66.0
strongly agree 34 34.0 34.0 100.0
Total 100 100.0 100.0
Is a brand I trust? pulsar

60
50
40
30
20
Frequency
10
0
Neither Agree nor di agree strongly agree
Is a brand I trust? pulsar

Is a brand I trust? Apache rtr
Frequency PercentValid Percent Cumulative
Percent
Valid disagree 11 11.0 11.0 11.0
Neither 22 22.0 22.0 33.0

Agree nor
disagree
agree 49 49.0 49.0 82.0
strongly 18 18.0 18.0 100.0

agree
Total 100 100.0 100.0

Is a brand I trust? apache rtr
60
50
40
30
20
Frequency
10
0
disagree agree
Neither Agree nor di sastrongly agree
Is a brand I trust? apache rtr
Is a brand I trust? Hero Honda cbz

Percent
Neither Agree 25 25.0 25.0 35.0

nor disagree
agree 31 31.0 31.0 66.0
strongly agree 34 34.0 34.0 100.0
Total 100 100.0 100.0

Is a brand I trust? hero honda cbz
40
30
20
Frequency
10
0
disagree agree
Neither Agree nor di strongly agree
Is a brand I trust? hero honda cbz
Is a brand I trust? Yamaha fz

Percent
Valid Neither Agree 7 7.0 7.0 7.0

nor disagree
agree 29 29.0 29.0 36.0
strongly agree 64 64.0 64.0 100.0
Total 100 100.0 100.0

Is a brand I trust? yamaha fz
70
60
50
40
30
20
Frequency
10
0
Is a brand I trust? yamaha fz
Is a brand I trust? Honda unicorn

Percent
Valid strongly 1 1.0 1.0 1.0

disagree
disagree 18 18.0 18.0 19.0
Neither 38 38.0 38.0 57.0

Agree nor
disagree
agree 31 31.0 31.0 88.0
strongly 12 12.0 12.0 100.0

agree
Total 100 100.0 100.0
Is a brand I trust? honda unicon

50
40
30
20
Frequency
10
0
strongly dsagree Neither Agree nor di strongly agree
disagree agree
Is a brand I trust? honda unicon
Is a brand I trust? Suzuki gs

Percent
Neither Agree 39 39.0 39.0 65.0

nor disagree
agree 34 34.0 34.0 99.0
strongly agree 1 1.0 1.0 100.0
Total 100 100.0 100.0

Is a brand I trust? suzuki gs
50
40
30
20
Frequency
10
0
disagree agree
Is a brand I trust? suzuki gs
Better riding comfort? Pulsar

Percent
Valid Neither 9 9.0 9.0 9.0

Agree nor
disagree
agree 37 37.0 37.0 46.0
strongly 54 54.0 54.0 100.0

agree
Total 100 100.0 100.0
Better riding comfort? pulsar
Neither Agree nor di
agree
strongly agree
Better riding comfort? Hero Honda cbz

Percent
Neither 25 25.0 25.0 38.0

Agree nor
disagree
agree 51 51.0 51.0 89.0
strongly 11 11.0 11.0 100.0

agree
Total 100 100.0 100.0
Better riding comfort? hero honda cbz
strongly agree disagree
agree
Better riding comfort? Apache rtr

Percent
Neither 18 18.0 18.0 27.0

Agree nor
disagree
agree 58 58.0 58.0 85.0
strongly 15 15.0 15.0 100.0

agree
Total 100 100.0 100.0
Better riding comfort? apache rtr
disagree
strongly agree
agree
Better riding comfort? Yamaha fz
Frequency Percent Valid Cumulative

Percent Percent
Neither 34 34.0 34.0 51.0

Agree nor
disagree
agree 45 45.0 45.0 96.0
strongly 4 4.0 4.0 100.0

agree
Total 100 100.0 100.0
Better riding comfort? yamaha fz
strongly agree
disagree
agree
Better riding comfort? Honda unicorn

Percent Percent
Neither 12 12.0 12.0 14.0

Agree nor
disagree
agree 55 55.0 55.0 69.0
strongly 31 31.0 31.0 100.0

agree
Total 100 100.0 100.0
Better riding comfort? honda unicon
strongly agree disagree
agree
Better riding comfort? Suzuki gs

Percent
Neither 49 49.0 49.0 58.0

Agree nor
disagree
agree 39 39.0 39.0 97.0
strongly 3 3.0 3.0 100.0

agree
Total 100 100.0 100.0
Better riding comfort? suzuki gs
strongly agree
agree
disagree
Makes me feel good because of its style pulsar

Percent
Valid Neither Agree 8 8.0 8.0 8.0
nor disagree
agree 27 27.0 27.0 35.0
strongly agree 65 65.0 65.0 100.0
Total 100 100.0 100.0

70
60
50
40
30
20
Percent
10
0
Makes me feel good because of its style Hero Honda cbz

Percent
Neither Agree 24 24.0 24.0 25.0

nor disagree
agree 64 64.0 64.0 89.0
strongly agree 11 11.0 11.0 100.0
Total 100 100.0 100.0

Makes me feel good because of its style hh cbz
70
60
50
40
30
20
Percent
10
0
disagree agree
Makes me feel good because of its style hh cbz
Makes me feel good because of its style apache rtr

Percent
Neither Agree 23 23.0 23.0 34.0

nor disagree
agree 46 46.0 46.0 80.0
strongly agree 20 20.0 20.0 100.0
Total 100 100.0 100.0

50
40
30
20
Percent
10
0
disagree agree
Makes me feel good because of its style Yamaha fz

Percent
Neither Agree 13 13.0 13.0 14.0

nor disagree
agree 54 54.0 54.0 68.0
strongly agree 31 31.0 31.0 99.0
6.00 1 1.0 1.0 100.0

Total 100 100.0 100.0
Makes me feel good because of its style yamaha fz

60
50
40
30
20
Percent
10
0
disagree agree 6.00
Makes me feel good because of its style yamaha fz
Makes me feel good because of its style Honda unicon

Percent
Neither Agree 13 13.0 13.0 23.0

nor disagree
agree 53 53.0 53.0 76.0
strongly agree 24 24.0 24.0 100.0
Total 100 100.0 100.0

Makes me feel good because of its style honda
60
50
40
30
P e rc ent
20
10
0
disagree agree
Neither Agree nor di sastrongly agree
Makes me feel good because of its style honda unicon
Makes me feel good because of its style Suzuki gs

Percent
Neither Agree 25 25.0 25.3 32.3

nor disagree
agree 44 44.0 44.4 76.8
strongly agree 23 23.0 23.2 100.0
Total 99 99.0 100.0

Missing System 1 1.0
Total 100 100.0
Makes me feel good because of its style suzuki gs

50
40
30
20
Percent
10
0
disagree agree
Makes me feel good because of its style suzuki gs
Better resale value? Pulsar

Percent
disagree
disagree 6 6.0 6.0 7.0
Neither Agree 17 17.0 17.0 24.0

nor disagree
agree 53 53.0 53.0 77.0
strongly agree 23 23.0 23.0 100.0

Total 100 100.0 100.0
Better resale value? pulsar
strongly disagree
disagree
strongly agree
agree
Better resale value? Hero Honda cbz

Percent
ValidNeither Agree 8 8.0 8.0 8.0
nor disagree
agree 34 34.0 34.0 42.0
strongly agree 58 58.0 58.0 100.0
Total 100 100.0 100.0

Better resale value? hh cbz
70
60
50
40
30
20
Frequency
10
0
Better resale value? hh cbz
Better resale value? Suzuki gs

Percent
disagree
disagree 29 29.0 29.0 35.0
Neither Agree 41 41.0 41.0 76.0

nor disagree
agree 24 24.0 24.0 100.0
Total 100 100.0 100.0

Better resale value? suzuki gs
strongly disagree
agree
disagree
Better resale value? Honda unicon

Percent
Neither Agree 25 25.0 25.0 38.0

nor disagree
agree 50 50.0 50.0 88.0
strongly agree 12 12.0 12.0 100.0
Total 100 100.0 100.0

Better resale value? honda unicorn
60
50
40
30
20
Frequency
10
0
disagree agree
Better resale value? honda unicorn
Better resale value? Yamaha fz

Percent
Neither Agree 15 15.0 15.0 37.0

nor disagree
agree 46 46.0 46.0 83.0
strongly agree 17 17.0 17.0 100.0
Total 100 100.0 100.0

Better resale value? yamaha fz
50
40
30
20
Frequency
10
0
disagree agree
Better resale value? yamaha fz
Better resale value? Apache rtr

Percent Percent
Neither 7 7.0 7.0 33.0

Agree nor
disagree
agree 53 53.0 53.0 86.0
strongly 14 14.0 14.0 100.0

agree
Total 100 100.0 100.0
Better resale value? apache rtr
60
50
40
30
F requenc y
20
10
0
disagree agree
Better resale value? apache rtr

CHAPTER.4
Findings
The position strategy of bajaj pulsar is kept on changing models according to the
market scenario
The pulsar became the bench mark of 150cc segment bikes
The pulsar bike was produced and released by bajaj auto Ltd .it is an Indian
company. Better pick up, stylish, energetic factors made the customers to use the
bajaj pulsar. It gives proud feel to the user and 84% of 20-30 age group people are
using the bajaj pulsar and 16% of other age group people are using the particular
brand.
Bajaj packs its bike with user friendly features to sell its bikes. Pulsar 150cc is the
first bike to feature digital instrumentation and LED tail lights. Pulsar’s instrument
panel is neatly laid out. Cable free speedometer is a useful feature in the pulsar
150cc.
The main competitors for bajaj pulsar are
1. Hero Honda –CBZ Extreme and Hunk

2. TVS-Apache RTR
3. Yamaha- FZ –S
4. Honda- Unicorn
5. Suzuki- GS
Conclusion
The position strategy for the bajaj made the pulsar to become the bench mark in
150cc segment bike. The comfort, mileage and pick up are the influencing factors
to use the pulsar bike. The position strategy for the pulsar was to keep on
modifying their models according to the customer requirements and new
technology. It affects the sales of the other automobile companies who are
involved in 150cc bikes manufacturing
QUESTIONAIRE: -------
HUBLI EDUCATION TRUST

INSTITUTE OF MANAGEMENT STUDIES HUBLI
This survey is a “Positioning strategy for pulsar and its effects” to know the
common man reaction on the pulsar bike & 150cc bikes. This survey is for
academic purpose only and the data collected will be kept confidential.
SECTION -1
Name: ____________________ Date: - /08/2009

Address: ________________________________
________________________________
Age: 20-30 30-40 40-50 50-60
Gender: Male Female

Education qualification: Under graduation Graduation
Post graduation
Profession: Business man Govt Employee Pvt Employee
Student
Contact no: _______________________
SECTION 2
Pulsar provides good mileage? Yes No

Pulsar is available at lower price? Yes No
Pulsar gives better pick up? Yes No
Bajaj pulsar has the good service center? Yes No
Pulsar more add-on features? Yes No
Do you suggest others to buy pulsar? Yes No
Strongly Disagree Neither Agree Strongly

Is a brand I Disagree Agree nor Agree
trust? disagree
Bajaj Pulsar
Hero Honda CBZ
TVS Apache RTR
Yamaha FZ
Honda Unicorn
Suzuki GS

Better riding Disagree Agree nor Agree
comfort? disagree
Bajaj Pulsar
Hero Honda CBZ
TVS Apache RTR
Yamaha FZ
Honda Unicorn
Suzuki GS
Makes me feel Strongly Disagree Neither Agree Strongly
good because of Disagree Agree nor Agree
its style? disagree
Bajaj Pulsar
Hero Honda CBZ
TVS Apache RTR
Yamaha FZ
Honda Unicorn
Suzuki GS

Better resale Disagree Agree nor Agree
value? disagree
Bajaj Pulsar
Hero Honda CBZ
TVS Apache RTR
Yamaha FZ
Honda Unicorn
Suzuki GS

Positioning Strategy For Pulsar and Its Effect

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A

SUBMITED BY UNDER THE GUIDANCE OF

HUBLI EDUCATION TRUST’S

This is to certify that Suresh Babu. P student of Master of Business Administration

It is my great privilege to express my sincere thanks to Institute of Management

The same is happening with me when I am desperately searching for words to

I am thankful to Mr.Rohit C Kalaskar for providing me support and encourage

This project report provides a gathering of knowledge about demand of different

As the result, there is close competition between the companies.

A detailed design of the study is considered to be necessary in order to compare the

There are following objectives of the project:-

2. To study how Bajaj pulsar effects the other two wheelers

3. To study why the customer use particular brand

5. To know the who are the competitors for Bajaj pulsar

To determine the raising demand of Bajaj Pulsar bikes in Hubli city?

To analyze the features which are expecting by the customer in a bike?

SAMPLE SIZE: - 200

SAMPLE REGION: - Hubli city

SAMPLING PROCEDURE: - Random Sampling

Primary data was collected through a self administrated questionnaire. This

I am also a citizen of rural area. I use my experiences and perceptions as

This geographical area is concerned to the where I conducted serve to analyze

Due to which we faced difficulties in collecting information regarding our

Founder Jamnalal Bajaj

Joint Venture Kawasaki Heavy Industries of Japan

Works Akurdi, Pune 411035

Two wheelers in India

Bajaj Avenger · Boxer · CT 100 · Discover · Eliminator · Legend ·

 Maruti Udyog Limited

 Hero Motors Limited

 Bajaj Auto Limited

 Yamaha Motor India

 Hyundai Motors India Limited

 Toyota Kirloskar Motor Private Limited

 Honda Spiel Cars India Limited

What is the branding strategy?

Do you run exports out of India?

How do you tackle fakes?

Key features of bajaj pulsar bikes

Pulsar bike have one unique feature

An extremely large number of bikes of different companies are selling in Hubli

1. Bajaj auto ltd

Frequency Percent Valid Percent Cumulative

no 7 7.0 7.0 100.0

Total 100 100.0 100.0

Pulsar provides good mileage

Frequency Percent Valid Percent Cumulative

no 22 22.0 22.0 100.0

Total 100 100.0 100.0

Pulsar is available at lower price?

Frequency Percent Valid Percent Cumulative

no 21 21.0 21.0 100.0

Total 100 100.0 100.0

Pulsar gives better pick up

Frequency Percent Valid Percent Cumulative

no 6 6.0 6.0 100.0

Total 100 100.0 100.0

Bajaj pulsar has the good service center

Frequency Percent Valid Percent Cumulative

no 23 23.0 23.0 100.0

Total 100 100.0 100.0

Pulsar more add-on features?

Frequency Percent Valid Percent Cumulative