Product:-The topic for our study is “Bajaj Pulsar Bike”

Company Profile:-

Bajaj History :
 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. Founded in 1926,
at the height of India's movement for independence from the British, the group has an illustrious history. The integrity,
dedication, resourcefulness and determination to succeed which are characteristic of the group today, are often traced back to its
birth during those days of relentless devotion to a common cause. Jamnalal Bajaj, founder of the group, was a close confidant
and disciple of Mahatma Gandhi. In fact, Gandhiji had adopted him as his son. This close relationship and his deep involvement in
the independence movement did not leave Jamnalal Bajaj with much time to spend on his newly launched business venture.

His son, Kamalnayan Bajaj, then 27, took over the reigns of business in 1942. He too was close to Gandhiji and it was only after
Independence in 1947, that he was able to give his full attention to the business. Kamalnayan Bajaj not only consolidated the
group, but also diversified into various manufacturing activities. 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 INR.72 million
to INR. 120 billion, its product portfolio has expanded 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.

Bajaj group of companies. The group comprises of 34 companies and was founded in the year 1926.
The companies in the group are:

 Bajaj Auto Ltd.  Bajaj Electricals Ltd.  Hercules Hoists Ltd.

 Bajaj Holdings &  Hind Lamps Ltd.  Hind Musafir Agency Pvt.
Investment Ltd.  Bajaj Ventures Ltd. Ltd.
 Bajaj Finserv Ltd.  Mukand Ltd.  Bajaj International Pvt.
 Bajaj Allianz General  Mukand Engineers Ltd. Ltd.
Insurance  Mukand International Ltd.  Bachhraj Factories Pvt.
Company Ltd.  Bajaj Sevashram Pvt. Ltd. Ltd.
 Bajaj Allianz Life Insurance  Jamnalal Sons Pvt. Ltd.  Baroda Industries Pvt. Ltd.
Co. Ltd  Rahul Securities Pvt Ltd  Jeevan Ltd.
 Bajaj Financial Solutions  Shekhar Holdings Pvt Ltd  Bachhraj & Co Pvt Ltd
Ltd.  Madhur Securities Pvt Ltd  The Hindustan Housing
 Bajaj Auto Finance Ltd.  Niraj Holdings Pvt Ltd Co. Ltd.
 Bajaj Allianz Financial  Hospet Steels Ltd
Distributors Ltd.  Shishir Holdings Pvt Ltd
 Bajaj Auto Holdings Ltd.  Kamalnayan Investments  
 P T Bajaj Auto Indonesia & Trading Pvt Ltd
(PTBAI)  Sanraj Nayan Investments
 Bajaj Auto International Pvt. Ltd.
Holdings BV

Bajaj History On November 29, 1945 Bajaj Auto came into existence as M/s Bachraj Trading Corporation Private Limited. It started
off by selling imported two- and three-wheelers in India. In 1959, it obtained license from the Government of India to manufacture
two- and three-wheelers and it went public in 1960. In 1970, it rolled out its 100,000th vehicle. In 1977, the technical collaboration
agreement with Piaggio of Italy expired In 1977, it managed to produce and sell 100,000 vehicles in a single financial year. In 1985,
it started producing at Waluj in Aurangabad. In 1986, it managed to produce and sell 500,000 vehicles in a single financial year.
Bajaj entered into a strategic tie-up with Kawasaki in late 1990s to enhance its product line and knowledge up-gradation.
 Industry Analysis

The Britannica Encyclopaedia describes a motorcycle as a bicycle or tricycle propelled by an internal-combustion engine (or, less
often, by an electric engine).

The motors on minibikes, scooters, and mopeds, or motorized velocipedes, are usually air-cooled and range from 25 to 250 cubic
cm (1.5 to 15 cubic inches) in displacement; the multiple-cylinder motorcycles have displacements of more than 1,300 cubic cm.

The automobile was the rely to the 19th-century dream of self-propelling the horse-drawn carriage. Similarly, the invention of the
motorcycle created the self-propelled bicycle. The first commercial design was a three-wheeler built by Edward Butler in Great
Britain in 1884. This employed a horizontal single-cylinder gasoline engine mounted between two steerable front wheels and
connected by a drive chain to the rear wheel.
The 1900s saw the conversion of many bicycles, or pedal cycles by adding small, centrally mounted spark ignition engines. There
was then felt the need for reliable constructions. This led to road trial tests and competition between manufacturers. Tourist Trophy
(TT) races were held on the Isle of Man in 1907 as reliability or endurance races. Such were the proving ground for many new ideas
from early two-stroke-cycle designs to supercharged, multivalve engines mounted on aerodynamic, carbon-fibre reinforced
bodywork.

TWO WHEELERS IN INDIA

The feeling of freedom and being one with the Nature comes only from riding a two wheeler. Indians prefer the two wheelers
because of their small manageable size, low maintenance, pricing and easy loan repayments. Indian streets are full of people of all
age groups riding a two wheeler. Motorized two wheelers are seen as a symbol of status by the populace. Thus, in India, we would
see swanky four wheels jostling with our ever reliable and sturdy steed: the two wheeler
India is the second largest producer and manufacturer of two-wheelers in the world. It stands next only to Japan and China in terms
of the number of two-wheelers produced and domestic sales respectively. Indian two-wheeler industry has got spectacular growth in
the last few years. Indian two-wheeler industry had a small beginning in the early 50's. The Automobile Products of India (API)
started manufacturing scooters in the country.
Bikes are a major segment of Indian two wheeler industry, the other two being scooters and mopeds. Indian companies are among
the largest two-wheeler manufacturers in the world.
In the initial stages, the scooter segment was dominated by API; it was later overtaken by Bajaj Auto. Although various government
and private enterprises entered the fray for scooters, the only new player that has lasted till today is LML.
The motorcycle segment was initially dominated by Enfield 350cc bikes and Escorts 175cc bike.
The two-wheeler market was opened to foreign competition in the mid-80s. And the then market leaders - Escorts and Enfield - were
caught unaware by the onslaught of the 100cc bikes of the four Indo-Japanese joint ventures. With the availability of fuel efficient
low power bikes, demand swelled, resulting in Hero Honda - then the only producer of four stroke bikes (100cc category), gaining a
top slot.
The first Japanese motorcycles were introduced in the early eighties. TVS Suzuki and Hero Honda brought in the first two-stroke
and four-stroke engine motorcycles respectively. These two players initially started with assembly of CKD kits, and later on
progressed to indigenous manufacturing. In the 90s the major growth for motorcycle segment was brought in by Japanese
motorcycles, which grew at a rate of nearly 25% CAGR in the last five years.
The industry had a smooth ride in the 50s, 60s and 70s when the Government prohibited new entries and strictly controlled capacity
expansion. The industry saw a sudden growth in the 80s. The industry witnessed a steady growth of 14% leading to a peak volume
of 1.9mn vehicles in 1990.
In 1990, the entire automobile industry saw a drastic fall in demand. This resulted in a decline of 15% in 1991 and 8% in 1992,
resulting in a production loss of 0.4mn vehicles. Barring Hero Honda, all the major producers suffered from recession in FY93 and
FY94. Hero Honda showed a marginal decline in 1992.
The reasons for recession in the sector were the incessant rise in fuel prices, high input costs and reduced purchasing power due to
significant rise in general price level and credit crunch in consumer financing. Factors like increased production in 1992, due to new
entrants coupled with the recession in the industry resulted in company either reporting losses or a fall in profits.

Key players in the Two-wheeler Industry:

There are many two-wheeler manufacturers in India. Major players in the 2-wheeler industry are Hero Honda Motors Ltd (HHML),
Bajaj Auto Ltd (Bajaj Auto) and TVS Motor Company Ltd (TVS).

The other key players in the two-wheeler industry are Kinetic Motor Company Ltd (KMCL), Kinetic Engineering Ltd (KEL), LML Ltd
(LML), Yamaha Motors India Ltd (Yamaha), Majestic Auto Ltd (Majestic Auto), Royal Enfield Ltd (REL) and Honda Motorcycle &
Scooter India (P) Ltd (HMSI).
Types of Two-wheelers in India:
There are mainly three types of two-wheelers available in India. They are Motorcycles, Scooters and Scooterettes/Mopeds.

Motorcycles in India:
Bikes comprise a major segment of Indian two wheeler industry.

Company :

Bajaj Auto Ltd Company :

Bajaj Avenger * Hero Honda Glamour-Fi * Kinetic Comet

* Bajaj CT 100 * Hero Honda Karizma * Kinetic GF
* Bajaj Platina * Hero Honda Passion Plus * TVS Apache
* Bajaj Discover DTSi * Hero Honda Pleasure * TVS Centra
* Bajaj Pulsar DTSi * Hero Honda Super Splendor * TVS Fiero
* Bajaj Wave * Hero Honda Splendor NXG * TVS Star
* Bajaj Wind 125 * Hero Honda CBZ X-Treme * TVS Victor *

HERO HONDA Yamaha Motor India

* Sonic DTSi * Hero Honda Achiever TVS Motor Company :
* Hero Honda CD Dawn Yamaha CruxS
* Kinetic Aquila
* Hero Honda CD Deluxe * Yamaha G5
* Kinetic Boss
* Hero Honda Glamour
* Kinetic Challenger

* Yamaha Gladiator

Bajaj Pulsar is a motorcycle brand owned by Bajaj Auto in India. The two wheeler was developed by the product engineering
division of Bajaj Auto in association with motorcycle designer Glynn Kerr Tokyo R&D. Currently there are four variants available -with
engine capacities of 135 cc, 150 cc, 180 cc and 220 cc. More than a million units of Pulsar were sold by November 2005. With
monthly sales of more than 48,000 units in June 2009, Pulsar is the leader in the 150 cc segment in India with a market share of
43%.

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). Bigger motorcycles with higher capacity virtually did not exist (except for Enfield Bullet). The launch
and success of Hero Honda CBZ in 1999 showed that there was demand for performance bikes. Bajaj took the cue from there on
and launched the Pulsar twins in India on November 24, 2001. Since the introduction and success of Bajaj Pulsar, Indian youth
began expecting high power and other features from affordable motorcycles.

The project was faced with internal resistance, reservations by Mckinsey and doubts on its effects on Bajaj's relation with Kawasaki.
The project required approximately 36 months for completion and cost Bajaj Rs 1 billion.

Research

Title:-To know the success, acceptance & levels of customer satisfaction regarding various models of Bajaj Pulsar in India
since 2001-2010

Research Objectives:-

1] To gain an insight into consumer preference regarding Bajaj Pulsar

2] To undestand the level of customer satisfaction for Bajaj Pulsar bikes in India

Sub-objectives—

a) To identify the reasons for preference of Bajaj Pulsar

b) To evaluate the extent of awareness for Bajaj Pulsar as a brand

 c) To know the level of satisfaction,performance & quality services rendered by Bajaj Pulsar

d) To analyse the efficacy of marketing strategy for Bajaj Pulsar

e) To explore hidden motives served by owning Bajaj Pulsar

f) To recognise the various utilities of Bajaj Pulsar

Marketing Management
Assignment Briefing

By:- Muktesh M. Rajyaguru[Roll no.=1096]

Saumitra Budhouliya[Roll no.=1134]

Section :-B PGDHM 15th batch