INTRODUCTION TO AUTOMOBILE INDUSTRY

In recent years the automobile industry in India has grown by leaps and bounds. This
phenomenal growth rate is owing to two factors mainly, which are better standard of living of the
Indian middle class and a subsequent rise in their disposable income which in turn increases the
purchasing power adding to the growth of the automobile industry as a whole and the automobile
companies in particular. According to a market survey results the sale of passenger cars have
increased by three folds than what it used to be five years down the line. Apparently there are 1
million passenger cars already on the Indian roads and the figure only promises to increase as the
days go by. Be it small cars, medium cars or luury cars all have their target customers and all do
well in the market so much so that global giants from !"A and #apan are entering the Indian
automobile sector and working in collaboration with the Indian automobile ma$ors.
Tata Motors % Tata &otors in one of the ma$or players of the automobile manufacturing
companies in India. It has three different manufacturing units in India they are, #amshedpur in
the 'ast, (une in the )est and *ucknow in the +orth and all three manufacturing units speciali,e
in the manufacturing of different automobile like #amshedpur unit produces trucks, engines and
ales, the (une unit caters to the production of &edium -eavy .ommercial vehicles and -eavy
.ommercial /ehicles, utility vehicles and passenger cars and the *ucknow unit produces &./s,
Tata "umos along with a number of spare parts. "ome of the well known cars manufactured by
Tata &otors are% Tata Indica, Tata Indigo, Tata Indigo &arina, Tata "umo and Tata safari.
Hindustan Motors Limited: -industan &otors *imited is one of India0s pioneering companies
in manufacturing passenger cars Ambassador, &ulti !tility /ehicles 1Trekker, (orter, and
(ushpak2 and the mid segment premium car &itsubishi lancer. It is because of -industan &otors
that we see the &itsubishi (a$ero a great sports car on the Indian roads.
Ashoke Le!and: Ashoke *eyland is famous for its world class passenger buses, along with that
it manufactures transport trucks and imported military vehicles. Ashoke *eyland has definitely
left no stone unturned to make its presence felt in the Indian automobile industry by some of its
equisite 'ngines with power ranging from 34 (" to 544 (", productions like% .heetah Bus6III,
(anther B"6II *yn B"6II, &uti6ale /ehicles, Tractors and 'comet, 7iesel and +atural 8as
1
gensets from 19:/A to 594:/A. Ashoke *eyland also holds to its credit of providing the largest
logistics vehicles to the Indian army.
Maruti Udo" Limited: By far the most trusted and best known car manufacturer in India.
&aruti !dyog manufactures a host of "!/s, "edans and passenger cars. "ome of &aruti0s most
popular cars are% &aruti ;44, Alto, <mni, 8ypsy, =en, )agon >, /ersa, 'steem, Baleno and
"wift.
Ba#a# Auto: The Ba$a$ 8roup is amongst the top 14 business houses in India and its automobile
segment known as Ba$a$ Auto is the largest two wheeler and ? wheeler manufacturers in India
and one of the biggest in the globe. "ome of its popular two wheelers which took the youth
completely by surprise are% (ulsar 5547T" and :awasaki +in$a 594>.

INDIAN T$O $HEELER INDUSTRY
2
Indian two 6wheeler contributes the largest volumes amongst all the segments in automobile
industry.This segment can be broadly categori,ed into ? sub6segments vi,.@ scooters, motorcycles
and mopeds. In the last four to five years, the two6wheeler market has witnessed a marked shift
towards motorcycles at the epense of scooters. In the rural areas, consumers have come to
prefer sturdier bikes to withstand the bad road conditions. In the process the share of motorcycle
segment has grown from 3;A to 9;A, the share of scooters declined drastically from ??A to
59A, while that of mopeds declined by 5A from 1BA to 1CA during the year . The 'uro
emission norms effective from April 5444 led to the eisting players in the two6 stroke segment
to install catalytic converters. All the new models are now being replaced by 36stroke
motorcycles. 'cise duty on motorcycles has been reduced from ?5A to 53A, resulting in price
reduction, which has aided in propelling the demand for motorcycles.
)ithin the two6wheeler industry, motorcycle segment grew at a phenomenally high rate of ?9A
as against a deceleration of ?A for scooters and 5CA for mopeds. In fact, motorcycle has been
taking away the share of scooters and mopeds in a 3.? million two6wheeler market and surging
ahead with its market share of D;A. The increasing demand from semi6urban and rural segments
may have caused this positive shift towards motorcycles. Also, easy credit coupled with low
interest rate regime, constrained personal transport, increasing income levels in middle class and
higher aspirations of young people all seem to be the factors responsible for such high growth in
two6wheelers. The growth in two6wheelers has been robust enough to counter the slowdown and
other factors constraining the overall business activity in the country. Also, rationali,ation of
ecise duty in the !nion Budget 544564? had a positive impact on the demand for motorcycles.
)e also epect the motorcycles to continue to lead the two6wheeler segment like in all other
Asian countries.
The T." study rankings are conducted at the motorcycle segment6level to provide comparisons
among similar groups of motorcycles. &otorcycles ranking highest in their respective segments
for T." are% -ero -onda .7144 "" 1best standard motorcycle segment2@ -ero -onda "plendor
1best eecutive motorcycle segment2@ Ba$a$ (ulsar 1best premium motorcycle segment2@ and
>oyal 'nfield Bullet 'lectra 1best cruiser motorcycle segment2.
3
Indian streets are full of people of all age groups riding a two wheeler. &otori,ed two wheelers
are seen as a symbol of status by the populace. Two wheelers in India are the second largest
producer and manufacturer of two6wheelers in the world. It stands net only to #apan and .hina
in terms of the number of two6wheelers produced and domestic sales respectively. Indian two6
wheeler industry has got spectacular growth in the last few years. Indian two6wheeler industry
had a small beginning in the early 940s. The Automobile (roducts of India 1A(I2 started
manufacturing scooters in the country.
Bikes are a ma$or segment of Indian two wheeler industry, the other two being scooters and
mopeds. Indian companies are among the largest two6wheeler manufacturers in the world. In the
initial stages, the scooter segment was dominated by A(I@ it was later overtaken by Ba$a$ Auto.
Although various government and private enterprises entered the fray for scooters, the only new
player that has lasted till today is *&*.
The motorcycle segment was initially dominated by 'nfield ?94cc bikes and 'scorts 1C9cc bike.
The two6wheeler market was opened to foreign competition in the mid6;4s. And the then market
leaders 6 'scorts and 'nfield 6 were caught unaware by the onslaught of the 144cc bikes of the
four Indo6#apanese $oint ventures. )ith the availability of fuel efficient low power bikes, demand
swelled, resulting in -ero -onda 6 then the only producer of four stroke bikes 1144cc category2,
gaining a top slot.
The first #apanese motorcycles were introduced in the early eighties. T/" "u,uki and -ero
-onda brought in the first two6stroke and four6stroke engine motorcycles respectively. These two
players initially started with assembly of .:7 kits, and later on progressed to indigenous
manufacturing. In the B4s the ma$or growth for motorcycle segment was brought in by #apanese
motorcycles, which grew at a rate of nearly 59A .A8> in the last five years.
The industry had a smooth ride in the 94s, D4s and C4s when the 8overnment prohibited new
entries and strictly controlled capacity epansion. The industry saw a sudden growth in the ;4s.
The industry witnessed a steady growth of 13A leading to a peak volume of 1.Bmn vehicles in
1BB4.
4
India, is the second largest producer of two6wheelers in the world. In the last few years, the
Indian two6wheeler industry has seen spectacular growth. The country stands net to .hina and
#apan in terms of production and sales respectively.
&a$ority of Indians, especially the youngsters prefer motorbikes rather than cars. .apturing a
large share in the two6wheeler industry, bikes and scooters cover a ma$or segment. Bikes are
considered to be the favorite among the youth generation, as they help in easy commutation.
*arge variety of two wheelers are available in the market, known for their latest technology and
enhanced mileage. Indian bikes, scooters and mopeds represent style and class for both men and
women in India.
-owever, few Indian bike enthusiasts prefer high performance imported bikes. "ome of the most
popular high6speed bikes are "u,uki -ayabusa, :awasaki +in$a, "u,uki =eus, -ero -onda
:ari,ma, Ba$a$ (ulsar and -onda !nicorn.
These super bikes are specially designed for those who have a ,eal for speedy drive.
The two wheeler industry has been in the country since 1B99. It generally consists of three
segments &opeds, &otorcycles and "cooters. Two wheelers have played a pivotal role in the
rising growth of the Indian automobile industry. <ver the years the domestics sales of two
wheelers have grown by huge margins. The two wheeler market has witnessed a sea change over
the years. In the past Indians preferred scooters and mopeds but with the rising income levels and
standard of living there is a remarkable rise in the demand for motorcycles which along with
serving the purpose of a vehicle has become a style statement for the youth of the country.
INDIAN MOTORCYCLE INDUSTRY %DOMESTIC&E'(ORTS)
E'A> &<T<>.E.*'" "A*'" /<*!&'"
E>544D D541?;B
E>544C C4B1939
5
E>544; D933D3B
E>544B D;49?DD
E>5414 ;33D9B1
6
Demand Dri*ers
The demand for two6wheelers has been influenced by a number of factors over the past five
years. The key demand drivers for the growth of the two6wheeler industry are as follows%
F Inadequate public transportation system, especially in the semi6urban and rural areas@
F Increased availability of cheap consumer financing in the past ?63 years@
F Increasing availability of fuel6efficient and low6maintenance models@
F Increasing urbanisation, which creates a need for personal transportation@
F .hanges in the demographic profile@
F 7ifference between two6wheeler and passenger car prices, which makes two6wheelers the
entry level vehicle@
F "teady increase in per capita income over the past five years@ and
F Increasing number of models with different features to satisfy diverse consumer needs.
T$O $HEELER MANU+ACTURERS IN INDIA
HERO HONDA MOTORS LTD %HHML )
-ero -onda &otors *imited was established in 1B;3, as a $oint venture between India0s -ero
8roup 1world0s largest bicycle manufacturers2 and #apan0s -onda &otor .ompany. And created
the world0s single largest two wheeler company and also one of the most successful $oint
ventures worldwide. 7uring the ;4s, -ero -onda became the first company in India. <ver 1B
million -ero -onda two wheelers running on Indian roads today.
-ero -onda .7 7awn
-ero -onda .7 7elue
-ero -onda 8lamour
7
-ero -onda 8lamour6Gi
-ero -onda :ari,ma
-ero -onda (assion (lus
-ero -onda "uper "plendor
-ero -onda "plendor +H8
-ero -onda .B= H6Treme
BA,A, AUTO LTD COM(ANY :
Ba$a$ is the first Indian two wheeler automobile company in the market since 1B39 with the name
&Is Bachar$ trading corporation private limited. In 1B9B &Is Bachar$ trading corporation private
limited change its name as Ba$a$ Auto *td. Ba$a$ Auto obtains license from the 8overnment of
India to manufacture two6 and three6wheelers vehicles in 1B9B.
Ba$a$ Avenger
Ba$a$ .T 144
Ba$a$ (latina
Ba$a$ 7iscover 7T"i
Ba$a$ (ulsar 7T"i
Ba$a$ )ave
Ba$a$ )ind 159
"onic 7T"i
8
T-S MOTOR COM(ANY :
T/" &otors is the third largest company in the two6wheeler industry with a market share of
1DA. Infect, it is the only Indian company without a foreign collaboration in the two6wheeler
industry. )hen the company opted out of the collaboration with "u,uki in 5445, many believed
that T/" was headed towards etinction. But the company proved the doomsayers wrong and
came out with a very successful JT/" /ictor0. T/" &otors *td. originally incorporated in 1B;5
to manufacture two6wheelers in collaboration with "u,uki &otors of #apan, T/" was one of the
leaders in two6wheeler industry.
T/" Apache
T/" .entra
T/" Giero
T/" "tar
T/" /ictor
Yamaha Motor India:
Eamaha &otor .orporation is the auto mobile company of #apan 11B9?2 which works in India
since 1B99 and providing latest technology in India from last two decades. Eamaha &otor India
was incorporated in august 5441 as a 144A subsidiary of Eamaha motor corporation, #apan
Eamaha .ru"
Eamaha 89
9
Eamaha 8ladiator
Eamaha G= 1D
Eamaha >19
Eamaha Ga,er
HONDA MOTOR:
-onda motors of #apan is not a new name in the two wheeler scenario in the country, they were
in a tie up with the Girodias owned :inetic group. -owever in the late B4s they parted ways after
problems arose over issues like introduction of new models, advertising ependiture, marketing
strategies and other related issues. In the mid ;4 -onda motors of #apan $oined hands with the
largest bicycle maker of India the -ero cycles to create -ero -onda which in a couple of
decades or so have gone on to become the single largest motorcycle company in the world.
Though -onda has come on its own on the Indian market yet it will be providing technological
support to -ero -onda for the net ten years. Thus presenting a unique situation in which the
company will be in direct competition with the company which it has been associated for nearly
two decades. -onda &otorcycles and "cooters India limited, a 144A subsidiary of -onda motor
company #apan eventually entered the Indian market with -onda !nicorn in 5443.
-onda !nicorn
-onda shine
-onda activa
MAR.ET SHARE O+ T$O $HEELER AUTOMOBILE INDUSTRY IN /010211
10
11
Market share of two wheeler automobile
sector
35.60%
27.50%
16%
7%
4%
9.50%
Hero Hona
!a"a" Motors
#$% Motors
&amaha
Motors
Hona Motors
'thers
INTRODUCTION TO BA,A, 3ROU(
The Ba$a$ 8roup is one of the leading business houses of India. Its business interests span host of
industries such as automobiles 1two6wheelers and three6wheelers2, home appliances, lighting,
iron and steel, insurance, travel and finance. The Ba$a$ brand is well6known in over a do,en
countries in 'urope, "outh America, the !" and Asia.
The Ba$a$ 8roup comprises 5C companies and its flagship company Ba$a$ Auto is ranked as the
world0s fourth largest two6 and three6 wheeler manufacturer.
Ba$a$ 8roup was founded in 1B5D, at the height of India0s movement for independence from the
British. #amnalal Ba$a$, founder of the group, was a close associate of &ahatma 8andhi.
#amnalal Ba$a$0s close involvement in the freedom movement did not leave him with much time
for his business. In 1B35, his son :amalnayan Ba$a$ took charge of the business. -e consolidated
the group and diversified into various manufacturing activities. >ahul Ba$a$, the present
.hairman and &anaging 7irector of the group took reins of the business in 1BD9. !nder his
leadership the group has achieved new heights and ranks among the top 14 business houses in
India.
BA,A, 3ROU( COM(ANIES AND THEIR BUSINESS INTERESTS:
Ba#a# Auto Ltd: &anufacturers of "cooters, &otorcycles and Three6wheeler vehicles
and spare parts thereof.
Ba#a# E!e4tri4a!s Ltd5: &anufacturers of electric fans, highmasts, lattice closed towers
and poles, etc. and marketing of electrical goods such as general lighting service lamps,
special lamps, compact fluorescent lamps, fluorescent tubes, luminaries, fans and
electrical K non6electrical appliances.
Mukand Ltd5: &anufacturers of stainless, alloy and special steels including carbon and
alloy steels, free cutting steels, semi6free cutting steels, leaded free cutting steels, cold
heading quality steels, spring steels including vanadium steels, high carbon steels@
electrode quality steels, boiler quality steels@ wire rods,wires, castings, machine tools@
'.<.T. and other cranes@ bulk material handling equipment for steel and other industries@
specialist in ma$or turnkey pro$ects,highway construction and international trading@ real
estate development.
Ba#a# Hindusthan Ltd5: &anufacturers of white crystal sugar and industrial alcohol.
Maharashtra S4ooters Ltd5: &anufactures of scooters.
Ba#a# Auto +inan4e Ltd5: 7eals in financial services including hire purchase financing
K leasing.
12
Her4u!es Hoists Ltd5: &anufacturers of 0I+7'G0 brand materials handling equipments
such as triple spur gear chain pulley blocks, chain electric hoists, wire rope, electric
hoists, travelling trolleys, '<T I -<T I stores stacker cranes, roll6out racks.
Ba#a# Se*ashram (*t Ltd5: Involved in investment activities.
Hind Lam6s Ltd5: &anufacturers of 8*", fluorescent, miniature lamps and ma$or
components such as glass shells, miniature and aluminium caps, lead glass, etc.
Ba#a# -entures Ltd5: Involved in manufacturing and trading of power tools and
manufacturing of houseware and parts thereof.
Ba#a# Internationa! (*t5 Ltd5: 'porters of electrical fans, 8*" lamps, fluorescent
tubes, lighting fittings, luminaries, household appliances and hoists.
Hind Musa7ir A"en4 (*t5 Ltd5: Travel Agency.
Mukand Internationa! Ltd5: Involved in trading of metals, steels and ferro alloys.
Mukand En"ineers Ltd5: .onstruction, fabrication and erection of industrial and
infrastructural pro$ects and infotech business.
Mukand 3!o8a! +inan4e Ltd5: Ginancial services% fund based activities 6 loans and
investments, consumer finance, corporate finance. Gee based activities 6 investment
banking, corporate advisory services.
Ba4hhra# +a4tories (*t5 Ltd5: 8inning and pressing of cotton bales at )ardha.
Ba#a# Consumer Care Ltd5: &anufacturing and trading of ayurvedic medicines, hair oil,
tooth powder, "hampoos, (ure coconut oil.
Ba#a# Auto Ho!din"s Ltd5: Investment company.
,amna!a! Sons (*t5 Ltd5: Investment and finance company.
Ba4hhra# 9 Com6an (*t5 Ltd5: Investment company.
,ee:an Ltd5: Investment company.
The Hindustan Housin" Co5 Ltd5: "ervices company
Baroda Industries (*t Ltd5: Investment company
Stain!ess India Ltd5: &anufacturers of stainless steel billets and flats etc.
Bom8a +or"in" Ltd5: &anufacturers of carbon, alloy and stainless steel closed die
forgings for automobile and general engineering applications.
Ba#a# A!!ian; 3enera! Insuran4e Com6an Ltd5: 8eneral Insurance Business.
Ba#a# A!!ian; Li7e Insuran4e Com6an Ltd5: *ife Insurance Business.
13
14
BA,A, AUTO LTD5
Ba#a# Auto is a ma$or Indian vehicle manufacturer started by a >a$asthani merchant. It is based
in (une, &aharashtra, with plants in .hakan 1(une2, )alu$ 1near Aurangabad2 and (antnagar in
!ttaranchal. The oldest plant at Akurdi 1(une2 now houses the >K7 centre Ahead. Ba$a$ Auto
makes and eports automobiles scooters, motorcycles and the auto rickshaw.
<ver 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.
The company is headed by >ahul Ba$a$ who is worth more than !"L1.9 billion.
Ba$a$ Auto came into eistence on 5B +ovember 1B39 as &Is Bachra$ Trading .orporation
(rivate *imited. It started off by selling imported two6 and three6wheelers in India. In 1B9B, it
obtained license from the 8overnment of India to manufacture two6 and three6wheelers and it
went public in 1BD4. In 1BC4, it rolled out its 144,444th vehicle. In 1BCC, it managed to produce
and sell 144,444 vehicles in a single financial year. In 1B;9, it started producing at )alu$ near
Aurangabad. In 1B;D, it managed to produce and sell 944,444 vehicles in a single financial year.
(RODUCTS O+ BA,A, AUTO LTD5
S4ooters
Ba$a$ :ristal 7T"i
Ba$a$ activa
Motor44!es
Ba$a$ (latina 144cc
Ba$a$ (latina 159 7T"6"i
Ba$a$ 7iscover 1?9 7T"6i
Ba$a$ H.7 159 7T"6"i
15
Ba$a$ H.7 1?9 7T"6"i
Ba$a$ (ulsar 1?9 7T"i
Ba$a$ (ulsar 194 7T"i
Ba$a$ (ulsar 1;4 7T"i
Ba$a$ (ulsar 544 7T"i
Ba$a$ (ulsar 554 7T"6Gi
Ba$a$ (ulsar 554 7T"i
Ba$a$ Avenger 554 7T"6i
S6ino77s and a4<uisitions
The demerger of Ba$a$ Auto *td into three separate corporate entitiesMBa$a$ Ginserv *td 1BG*2,
Ba$a$ Auto *td 1BA*2, and Ba$a$ -oldings and Investment *td 1B-I*2Mwas completed with the
shares listing on 5D &ay 544;.
In +ovember 544C, Ba$a$ Auto acquired 13.9A stake in :T& (ower "ports A8 1holding
company of :T& "portmotocycles A82. The two companies have signed a cooperation deal, by
which :T& will provide the know6how for $oint development of the water6cooled four6stroke
159 and 594 cc engines, and Ba$a$ will take over the distribution of :T& products in India and
some other "outheast Asian nations. Ba$a$ said it is open to taking a ma$ority stake in :T& and
is also looking at other takeover opportunities. <n ; #anuary 544;, &anaging 7irector >a$iv
Ba$a$ confirmed the collaboration and announced his intention to gradually increase Ba$a$0s stake
in :T& to 59A.
16
17
SALES (ER+ORMANCE AND MAR.ET 3RO$TH O+ BA,A, AUTO LTD5
According to the company report.the two wheeler segment was led by the sportier models of
motorcycles like the pulsar and discover with a ?9A increase seen in their sales figure. &arch
5411 alone showed a market $ump in sales of about 15A likely caused bi the usual speculation of
increasing prices at the close of the fiscal month. 5414611 sales figures for the motorcycle
segment were dominated by the more popular models mentioned. A clear sign that Nthe fastest
IndianO is getting faster.
5414611 1or GE54112 has been an ecellent year for the company, witnessing new highs in sales
1numbers2, eports, operating income and profits 6 surpassing all earlier set records.
Ta8!e : Ta8!e : Ba#a# Auto=s Sa!es o7 Motor44!es %Domesti4&E>6orts) Ba#a# Auto=s Sa!es o7 Motor44!es %Domesti4&E>6orts)
Eear &arket1nos.2 &arket
growth
BA*1nos.2 BA*Os
growth
BA*Os
market
share
544D D,544,C3B 1;.;A 54,5B1CD ?1.BA ?4.;A
544C C,4BB,991 13.9A 5?,BBBDD 53.3A ??.9A
544; D,933,3;5 6C.;A 51,D14B9 614.1A ?5.CA
544B D,;4D,113 3.4A 1B,1B;59 614.;A 5;.4A
5414 ;,333,53? 53.1A 59,11D3? ?1.3A 5B.CA
5411 14,944,4C? 53.?A ??,;C4C4 ?9.1A ?5.?A
-ere N&arketO refers to domestic plus eport sale of motorcycles of all manufacturers in India.
The .ompany sold almost ?.?B million motorcycles in India and elsewhere. In the process, Ba$a$
Auto grew its sales by ?9.1A P or 14.; percentage points above the market as a whole. The
reason why Ba$a$ Auto has grown faster than the market has much to do with its brands and
products getting in close synch with the preference of consumers, both in India and the global
markets where it operates.
18
Chart A5 sa!es %in units)
GE &otorcycles sales Total sales
Gy544D 54,5B1CD 55,;15?4
fy544C 5?,BBBDD 5C,51;53
fy544; 51,D14B9 53,9134C
fy544B 1B,1B;59 51,B3193
fy5414 59,11D3? 5;,959;4
fy5411 ??,;C4C4 ?;,5?B93
As in the previous year, Ba$a$ Auto *imited did much better than the industry as a whole. In
GE5411, it sold over ?.?; million motorcycles@ grew volumes by more than ?9A@ increased
market shares.
19
Chart B5 Net Sa!es and O6eratin" In4ome? Net O6eratin" (ro7it and (ro7it a7ter ta>%Rs5 In
4rore)
GE +et sales and
operating income
+et operating profit (AT
fy544D CDD; 154C 1145
fy544C B95o 15;3 15?;
fy544; B43; 1113 C94
fy544B ;;14 1495 D94
fy5414 11B51 5391 1C43
fy5411 1DD4B ??34 ?544
20
THE .EY S(ORTS BI.E O+ BA,A, AUTO
Ba#a# (u!sar DTS2I
Manu7a4turer Ba$a$ Auto
(rodu4tion 54416present
C!ass
standard
En"ine
1?9I194I1;4I554 cc Air6cooled, <il
.ooled, four6stroke cycle,56
3valve,"<-., single piston, kick
start I electric start
(o:er
51.43 hp 119.DB k)2 Q ;,944 rpm
1554 cc version2
Tor<ue 1B.1D +Rm 113.1? lbRft2 Q D,944 rpm
Transmission 968ear
Sus6ension
Gront% Telescopic fork, 1?9 mm travel
>ear% +itro gas assisted shock
Absorbers, B46119mm travel.
Brakes
Gront% 534I5D4 mm 1disc2
>ear% 1?4I5?4 mm 17rumI7isc2
Tires 1CS tubeItubeless
$hee!8ase 1?5461?39 mm
$ei"ht
154613B kg 1dry2
1556195 kg 1wet2
+ue! 4a6a4it ;619 lt.
Ba#a# (u!sar is a motorcycle brand owned by Ba$a$ Auto in India. The two wheeler was
developed by the product engineering division of Ba$a$ Auto in association with motorcycle
designer 8lynn :err Tokyo >K7.
.urrently there are four variants available 6with engine capacities of 1?9 cc, 194 cc, 1;4 cc and
554 cc. (reviously it was also offered with a 544cc 7T"6i oil cooled engine, which now has been
21
discontinued. (u!sar is the !eader in the 1@0 44 se"ment in India :ith a market share o7
ABC5
E*o!ution o7 the 6u!sar ear 8 ear:
)hen Ba$a$ (ulsar made its debut in the Indian market in the year 5441, two variations of the
bike, in the form of 194 cc and 1;4 cc engines, were offered to the potential customers. The bike
offered 15 bhp of maimum power. 7isc brakes as a feature in (ulsar were offered for the first
time in the Indian motorcycle market.
The second generation of (ulsar was launched in the Indian market in the year 544?. The latest
version of (ulsar incorporated the 7T"i technology. 7T"i stands for 7igital Twin "park Ignition.
This technology was developed by Ba$a$ Auto and it holds an Indian patent for the same. )ith
the integration of 7T"i technology into the (ulsar, the power rating was improved by 1 bhp and
also the fuel efficiency of bike was enhanced.
In 5449, Ba$a$ Auto launched yet another upgraded version of (ulsar. This version of bike was
offered with a 1C inch alloy wheels as a standard option for the first time. Also, the power rating
in both the 194 cc as well as 1;4 cc versions of the bike was improved.
In 544C, Ba$a$ launched the (ulsar 554 7T"6Gi and 554 7T"6I versions of bikes. The 554 7T"6
Gi model comprises of features such as the former featuring fuel in$ection and oil cooled engines,
a digital dash, and modern styling. Geatures like fuel in$ections, rear disc brake and clip on
handle bars were introduced for the first time in the Indian market. In 544B, a carbureted version
of (ulsar 554 and the fourth upgraded versions of (ulsar 194 and (ulsar 1;4 were launched in
market.
/001
The original (ulsar came with a 194 cc air6cooled, single6cylinder, petrol, spark6ignited four6
stroke engine which made 15 bhp of maimum power. They featured a single spark plug to ignite
the air6fuel miture fed from a carburetor, simple spring shock absorbers, round headlamp dome
and 1,5D9Kmm wheelbase. 7isc brakes as standard equipment was a novelty in Indian
motorcycles of the early 5444s. <ther standard features were parking lights and an aircraft6type
fuel tank lid.
The 1;4 cc version made 19 bhp of maimum power and came with a twin6tone horn, which was
optional equipment on the 194 cc version. 'lectric "tart 1'"2 was offered as standard feature in
1;4cc model and optional on 194cc model.
/00B
22
/00B Mode! Ba#a# 6u!sar 1@044
The second generation (ulsars featured Ba$a$ Auto0s newly developed 7T"i technology, which
increased the power rating of both versions by 1 bhp 14.C9 k)2 each and also increased fuel
economy. This model also introduce a new headlamp assembly, 1,?54 mm wheelbase,and
standard twin6tone horn and trip meter.
/00@
In 5449, Ba$a$ launched another upgrade of the (ulsar. The bike was offered with 1C6inch
13?4 mm2 alloy wheels as standard option, and the stance was also lowered by about 15 mm. It
was the first time any bike maker in India had offered 1C6inch 13?4 mm2 profile wheels at the
rear. The fuel tank now had a capacity of only 19 litres. The power output was now further
increased to 1?.9 bhp 114.1 k)2 Q ;944 rpm for the 194 while it increased to 1D.9 bhp
115.? k)2 Q ;944 rpm for the 1;4.The rear shock absorbers were now gas6filled +itro
absorbers.
The *.7 screen introduced with the !86? version of the (ulsar
/00D
Ba$a$ introduced another version of (ulsar. +ew features included% pilot lamps separated from
the main headlamp, turn indicators with clear lenses and amber bulb, self6cancelling turn
indicator switch, flush *.7 screen with digital read6out of key vehicle data, non6contact speed
sensor, non6contact backlit switches, twin6stripe *'7 tail6light assembly and side panels altered
23
for a sharp, tapering6towards6the6rear look. The engine had increased torque availability, reduced
vibration and improved gear shift feel. They also introduced the 1 down 3 up variant of the gear
bo for the first time on sub6194 cc variants.
The new headlamp design introduced for the entire (ulsar series in 544D
/00E
In #uly 544C, Ba$a$ began selling the Ba$a$ (ulsar 554 7T"6Gi and (ulsar 544 7T"6i, the former
featuring fuel in$ection and oil cooled engines, a digital dash, and modern styling. This bike has
some features which are totally new to the Indian market, like the fuel in$ection itself, rear disc
brake and clip6on handlebars 1the first two only available in the 554 model2.
/00F
The new (ulsar has many firsts to its credit. It comes equipped with an <il cooler, which helps
control engine oil temperatures at sustained high speeds and rpms, thus ensuring more stable
engine oil viscosity. The 544cc 7T"6I engine generates 1; (s of raw pulsating power to provide
riding ecitement to performance hungry bikers. This makes the (ulsar 544 the most sporty and
stylish powerhouse on two wheels to pace the Indian roads.
ItOs also the first bike in India to feature both front and rear tubeless tires, which besides offering
superior stability are safer than conventional tube types and in sync with the offerings abroad for
similar applications. The rear tire is the broadest in its category to ensure better road grip and
stability.
The new digital console is an advanced version of the latest (ulsar family. Apart from the 7igital
<dometer, 7igital "peedo &eter, 7igital Guel 8auge and two 7igital Trip &eters, the console on
the 544 cc (ulsar 7T"6I has indicators for Air filter condition, 'ngine temperature, Battery
voltage and <il level, all of which contribute to enhancing rider info for trouble6free riding.
24
/00G
Ba$a$ released the !8 I/ 1fourth upgrade2 versions of the (ulsar 194 and (ulsar 1;4 in April
544B. The upgrades for the (ulsar 194 included an all6black theme, tank scoops similar to those
on the (ulsar 544, a ?7 (ulsar logo, and a changed electrical system 1full 7.2. (ower also
increased from 1?.9 bhp to 13.4B bhp 1at ;,944 rpm2.
The (ulsar 1;4 received upgrades like wider tyres, split seat, tank scoops, clip6on handlebars, ?7
(ulsar logo, swing arm suspension borrowed from (ulsar 544, and thicker forks. The power was
increased to 1C (".Ba$a$ launched a carbureted version of (ulsar 554 on #une 544B, tagging it as
Sthe fastest bike in IndiaS. It also discontinued the production of (ulsar 544 on #uly 544B.
/010
Ba$a$ released the !8 3.9 1fifth upgrade2 versions of the (ulsar 194. The upgrades for the (ulsar
194 included an clip6on handlebars like those in (ulsar 1?9*". (ower also increased from
13.4B bhp to 19.4D bhp 1at B,444 rpm2.
A naked version of (ulsar 554 is also launched, named as (ulsar 554"1"treet Gighter2 which
retains everything from (ulsar 554 ecept the front fairing. Gront fairing is similar to (ulsar
1;4I194. <ld (ulsar 554 is now named as (ulsar 554G.
25
(ULSAR SALES -OLUME +ROM A(RIL 10 TO A(RIL 11%IN UNITS)
&onth (ulsar sales volume 1in units2
Apr 14 535??
&ay 14 ?9?5;
#un 14 31DD?
#uly 14 ?;1B3
Aug 14 ?B513
"ep 14 95455
<ct 14 3B3?C
+ov 14 33?3B
7ec 14 ?;41?
#an 11 D9445
Geb 11 99455
&ar 11 D??9?
Apr 11 D1D;C
26
A$ARDS ACHIE-ED BY (ULSAR
The different variants of (ulsar have won the following awards.
/00F
Bike India awardsMBike of the year 1up to 594 cc2
Indian &otorcycle of the Eear
/00E
CNBC2T-1F Auto4ar Auto AwardsMBike of the Eear
/00B
BB. )orld )heels AwardM/iewers0 .hoice Two )heeler of Eear
BB. )orld )heels AwardMBest Two )heeler between >s 99,444 to >s C4,444
BB. )orld )heels AwardMBest Two )heeler between >s 39,444 to >s 94,444
27
+G< AutomotiveM&otorcycle Total .ustomer "atisfaction "tudy
I.I.I Bank </'>7>I/' AwardsMBike of the Eear
/00/
</'>7>I/' AwardsM&ost 'citing Bike of the Eear
(ROS AND CONS O+ BA,A, (ULSAR=S -ARIANTS
BA,A, (ULSAR 1B@CC (ROS 9 CONS
(ros:2
The look of the bike is sharp and sleek muscular body with adequate weight of 155 kg. The bike
has ecellent handling and stability and is also very fuel efficient.
28
.ons%6
The rear tyre of the bike is generally not liked by everybody, but you have the option to remove
it. The bike is only available in two shades.
BA,A, (ULSAR 1@0CC DTSI (ROS 9 CONS
(ros%6
"tylish look and aerodynamic body graphics, Guel efficiency, great performer, etc
Cons:2
"ilencer performance is very poor, &aintenance problem persists, rusting of body parts, etc.
BA,A, (ULSAR 1F0CC DTSI (ROS 9 CONS
(><"%6
'nhanced features, beautiful and stylish cockpit and electric items, good mileage and feel of
sports bike, etc.
29
Cons:2
"hifting of gears, same design as that of the base version, main stand is placed very low which
creates problems, its too heavy.
BA,A, (ULSAR //0 DTSI (ROS 9 CONS
(ros
>obust and aggressive looks, pick up and mileage, etc
Cons
'ngine sound is not very pleasant, after sales service, unreliability, etc.
SWOT MATRIX OF BAJAJ PULSAR
"T>'+8T-"%
/ery popular brand positioning 17'GI+IT'*E &A*'2 which helped quite a lot in
populari,ing the brand
The styling of the bike was a novelty and was in line with its macho image.
(erformance P wise, it was much better than other bikes in the same segment.
It had an impressive mileage for a 194 cc bike, about 39 plus, which was much more than
other bikes of the segment like .B= etc.
"ince Ba$a$ was already in the scooter market beforehand, it could use those same
resources for the distribution, sales and service for Ba$a$ pulsar bikes. Ba$a$ made after
sales a priority in marketing.
Grom 194cc it has diversified into varied categories like 1;4cc, 544cc, 554cc, air6cooled
and water6cooled. Thus it has a wide range to fit every pocket.
Ba$a$ has constantly worked on the mileage taking it as an important part and has
improved it in the latest bikes.
30
There is a constant up gradation of the model going on every time. +ew features like
7igital speedometer, *'7 tail lights etc were introduced by Ba$a$ pulsar first of all in the
Indian market.
)'A:+'""%
<ne of the ma$or weaknesses of Ba$a$ pulsar was that it was an untested product. Before
this Ba$a$ had never come out with a product in this segment and so there was a lot of
customer apprehension about the product initially.
There are still some technical problems in the model, which are not solved like the 8ear
Bo etc.
There is not much of a product differentiation among the various models of ba$a$ pulsar
as they have similar styling.
<((<>T!+ITI'"%
There was a ma$or opportunity of eport for Ba$a$ pulsar, since that was the time when
the eport markets were quite open and there was a large demand for Indian products in
the foreign markets.
To enter the higher end bike market, which is a high margin business. It is a very
underdeveloped market in India@ surely there would be a demand for Ba$a$ (ulsar
products there.
Though Ba$a$ is the largest bike eporter in India, it has to still enter many untested
markets.
Ba$a$ has an auto6financing arm of its own, which it can use to leverage its bike sales.
'.g. by providing easy installments and other schemes.
T->'AT"%
The ma$or threat for Ba$a$ (ulsar in the product category was .B=, a product from the
-ero6-onda stable, which was an already established brand in itself.
31
Ba$a$ as a brand had an image of producing rustic, Indian, old scooters. This brand image
could work against it when it was venturing into selling bikes which were more
internationally styled.
Eamaha and -onda were also planning to come up with similar products very soon.
.heap .hinese imports and other copycats in foreign markets trying to make a dent on its
market.
There is much more competition in the market for every segment that (ulsar is in, than it
was in 5441. <ther Bike manufacturers have also come up with very good products.
COM(ETITOR ANALYSIS? THEIR ACTI-ITIES? STATUS AND STRATE3IES
(ulsar has been in the market for about C years now. It has revolutioni,ed the Indian bike market
with its innovative offerings both in terms of product quality as well as style. .onsumers now
have the choice of bikes which are high both on quality i.e. mileage and performance as well as
style. (ulsar commands about 94A of the market share in the 194cc plus category. This figure
was higher initially, but with increased competition from other bike manufacturers in the same
category@ its market share has decreased.
-ere on we will try to identify and analy,e the status, strategies and activities of ma$or
competitors of (ulsar to understand its competitive scenario. "ome of the ma$or competitors of
Ba$a$ with bikes in the 194cc T category which are a competition to (ulsar are
-ero -onda
T/"
Eamaha
Goreign .ompetitors
32
HERO HONDA 9 HONDA MOTORS
-ero -onda is the largest Bike manufacturer in the world. In India also, it leads in the overall
bike market, but in the 194cc plus category its models are lagging Ba$a$ (ulsar in the overall
market share. Ba$a$ (ulsarOs main competitors from the -ero -onda stable are .B=, Achiever,
-unk and :ari,ma.
Hunk was an established and famous brand when (ulsar made its entry into the market. Though
hunk had a better engine@ (ulsar forged ahead with its styling, performance and innovative
features. 7emand for hunk began to gradually decrease as it was mainly positioned as a sports
bike whereas (ulsar was not enclos. ed in any such bracket. It was positioned as a bike for
'treme adventure lovers with advertisements on the similar lines. Though this bike helped in
improving sales, but it was not as well received as the original one, with complaints about its
looks.

HERO2HONDA .ARIHMA
:A>I=&A has been a ma$or competitor for (ulsar in the 1;4cc, 544cc category. It is a sports
bike with a niche market. -ero -onda has adopted a different marketing strategy to promote it.
"ince it is a bike primarily targeted for the youth, they used mediums, which were frequented by
youth. They have -rithik >oshan as their brand ambassador. -ero -onda constantly sponsors
adventure rallies through :ari,ma brand name. The popular T/ show &T/ >oadies sponsored
by :ari,ma has elevated its status as a brand and increased its popularity. A separate site for the
Bike with forums for consumers to discuss the bike has been an innovative marketing strategy.
33
-ero -onda has recently come up with another bike -ero -onda -unk in the 194cc category. It
is being positioned as a bike with macho looks and for the hunks.
-onda through its separate venture has come up with many bikes. It has !nicorn in its stable,
which is a significant competitor of (ulsar. It has found many supporters due to its better
handling and gearshifts than (ulsar. -onda has always positioned it as its main bike.
<ther Bikes from the -ero -onda stable have not been able to create a sufficient impact on the
market. The ma$or advantage with -ero -onda is its wide service and dealership network of
about ?444 outlets throughout the country, which is larger than all its competitors. -ero -onda
also has a .>& initiative called U(assportV which is a ma$or success having a membership of
about ? million customers. Through it the customers get a series of discounts and benefits for a
period of ? years. -ero -onda lately has been on a massive drive of penetrating the rural market
through its U-ar 8aon -ar AanganV initiative. Thus Ba$a$ has to take note of this fact and try to
epand more into the rural market to counter the competition from -ero P -onda.
T-S MOTORS
The Indian automotive industry is increasingly getting competitive and the two6wheeler segment
within it is also facing its own share of challenges. As part of the industry, T/" &otors, the
countryOs third largest manufacturer of two6wheelers, is also giving a stiff competition to Ba$a$
products. T/" 8roup of companies engaged in the manufacturing of almost all kinds of
automotive components, two wheelers and a few other industrial products. They are also into the
financial services sector. The turnover of the entire group was close to L5 billion in 544?. The
company has launched its latest bike Glame and has got some big plans up its sleeves. The year
544C64; was a milestone for T/" &otor as it is likely to achieve sales one million motorcycles.
*ast year, the company sold a little over ;44,444 motorcycles.
There was a 7igital Twin "park (lug Ignition W7T"6iX technology debate between the two6
wheeler manufacturing giants Ba$a$ Auto and T/" &otors. The patent war reached the "upreme
.ourt with Ba$a$ seeking a restrain on the manufacturing and selling of T/"O two6wheeler
34
NGlameO. Ba$a$ has sought a revocation of the &adras -igh .ourt order allowing T/" to go
ahead with receiving bookings for and selling its new motorcycle.
T-S motor44!es 6rodu4t se"ment in4!udes:
T/" &AH 144
T/" "u,uki "amurai
T/" Giero
T/" "tar
T/" "tar .ity
T/" "tar "port
T/" .entra
T/" Apache
T/" Glame
Strate"ies to sta 4om6etiti*e:
15 Constant Iua!it Im6ro*ement :
"ignificant efforts have gone silently into quality improvement. Today, "tar has the best
warranty record in the Indian two6wheeler industry. It took at least two products worth of
efforts to get T/" quality up to that standard, where it is equal or better than the best. The
new offerings are targeted at different segments of the two6 and three6wheeler customers with
emphasis on superior technology, styling and engine capabilities
/5 Thrust on Resear4h and de*e!o6ment:
T/" &otor .ompany has decided to double its >K7 1research and development2 spending
this year. <ver ?44 personnel are deployed for product development. The company will strive
to set out a new benchmark in this area. There was a discontinuity and break in cadence of its
products. After /ictor it came with "cooty (ep which has done well@ Apache which has got a
35
good record in the market@ and then "tar. +ow, it has got Glame, which will be a worthy rival
to (ulsar.
B5 (rodu4t 7or e*er 6o4ket :
T/" &otors has $ust launched seven products in a first6of6its6kind rollout in the Indian
automobile industry. The seven products include a completely new 159 cc motorcycle
G*A&', an all new 114 cc "tar .ity, an Apache variant with fuel in$ection technology and
the electric variant of a "cooty. The new offerings are targeted at different segments of the
two6 and three6wheeler customers with emphasis on superior technology, styling and engine
capabilities.
YAMAHA MOTORS
Eamaha was one of the first foreign companies to enter into India. It began operations with a #/
with 'scorts India. By the turn of the century, the #/ between 'scorts and Eamaha broke off.
)ith the relaation of G7I norms to 144A, Eamaha was in Indian markets as a fully owned
subsidiary of Eamaha &otors, #apan. This was advantageous in many ways. Girstly Eamaha had
now full control of its operations, it could decide the strategies. "econdly it could bring world6
class technologies from #apan to India, which could act as its competitive advantage.
Grom 5445 onwards Eamaha started a process of rebuilding by concentrating more on 144cc plus
delue category of motorcycles with bikes like *ibero. These set of two wheelers come with
international style, cutting edge technology, fuel efficiency, power delivery, and styli,ed
graphics. The present stable of Eamaha includes bikes like .ru 1144cc2, Alba 114Dcc2 and
8ladiator 1159cc2.
As far as the 194 cc segment is concerned, Eamaha was not much of a competitor for Ba$a$
(ulsar until now. It has some bikes in the premium category above 944cc but then they too have
their niche customers, which would not clash with those of pulsar.
8ladiator though not in the same category as (ulsar, has been a competitor for (ulsar. The main
factors that work in favor of 8ladiator is the huge price difference of about 15,444 between
8ladiator and (ulsar, the higher mileage of 8ladiator and durability.
36
The company is riding on the popularity of Bollywood heartthrob #ohn Abraham for marketing
its two wheelers. These campaigns focus on Eamaha as a brand for the youth with emphasis on
style, performance and technology. These campaigns have been successful in denting the share of
(ulsar a little.
But the year 544; appears to be a bright one for Eamaha. It is coming out with two bikes in the
194cc plus category, which have been very popular abroad. They are Eamaha >19 1194cc, water
cooled2 and G= 1194cc, air cooled2. >19 has technology from >1 bikes and has si6speed
transmission and has received ecellent initial reviews. G= is a toned down version of the
original G= 1444cc bikes. Both these bikes have been predicted by Industry eperts to be a rage
in their initial period and may eat into the share of (ulsar in the market. Eamaha is planning to
improve on its weak6point P no. of service centers. It is going to increase it to 944 from its
present ?94. It also plans to open about 14 direct shops in main metros for its new offerings and
is coming out with aggressive marketing strategies for their launch.
+OREI3N COM(ETITORS
Goreign players have been an integral part of the Indian auto market since long. It was the
foreign playersO epertise that brought cutting edge technology into motorbikes and scooters
went out for a toss. (ost liberali,ation some of them have come out with bikes form their own
stables. Also we have bike manufacturers in china who are a ma$or threat to Indian bike makers.
.hinese manufacturers produce at very cost and sell the products at low margins. They
concentrate on production rather than marketing their products. It is very evident from their
strategy that they target markets like India, Africa and *atin America and not developed markets
like !" or 'urope. )ith increasing globali,ation and reduction of trade barriers they will be a
ma$or threat. Also there have been incidents when the .hinese have been found not to be very
keen on conforming to I(>s or patents etc., a blatant case being a .hinese duplicate of Ba$a$
pulsar, called 8!*"A> and sold in the "outh American market. It may well very easily gnaw
into Indian bike producersO share. Also with the Indian economy growing at a much bigger rate
then the developed countries markets and with a sith of world population, which is growing
richer by the day, it is evident that the market of the future is here. As a result all big bike
manufacturers will make for the Indian market in the near future.
CHINA MADE 3ULSAR
37
<ne point of note is that there is no minimum investment limit for foreign companies in India
and as a result the threat from the .hinese producers all but intensifies. #apanese producers like
:T& and :awasaki 1which has prior eperience of the Indian motorcycle market2 are coming
out with their higher end products once again. Also it is rumored that -arley 7avidson and
B&) intend to start eporting bikes to India. This is possibly an attempt to gauge the si,e of the
market given that the import duty on bikes is a staggering D4A. The ma$or threats posed are from
the high cost6high performance bikes and the low cost6low mileage bikes 1from china etc.2. *etOs
see how Ba$a$ might be planning to counter the twin threats.
Threat 16 -igh cost6performance segment%
This segment can be epected to be a niche segment in the near future. -owever Ba$a$ is already
doing >K7 on coming out with ?94cc and 944cc pulsars. Also with local manufacturing
capability and given the time frame Ba$a$ pulsar should be able to compete against them
successfully given they come out with consistent products. <ne more thing we need to keep in
mind is that business India is not without its quirks, Eamaha when it was epanding worldwide
suffered losses in the Indian market and now was on the verge of closing operations few months
back.
Threat / 6 *ow cost6low mileage6non6performance segment%
)ith increasing fuel costs the consumers are getting more and more mileage conscious, also
initial cost and maintenance cost are ma$or factors that influence buyerOs choice in India. )e can
safely assume that Ba$a$ (ulsar is going to find it hard to ward off competition from this sector in
near future. As such Ba$a$ needs to constantly innovate on its lower end product 194cc pulsar,
Increase its mileage and probably try to cut costs by introducing economies of scale.
38
COM(ARATI-E ANALYSIS O+ BA,A, (ULSAR $ITH ITS COM(ETITORS
Item by item comparison of two or more comparable alternatives, processes, products,
qualifications, sets of data, systems, etc. In accounting, for eample, changes in a financial
statement0s items over several accounting periods may be presented together to detect the
emerging trends in the firm0s operations and results.
COM(ARATI-E ANALYSIS O+ BA,A, (ULSAR $ITH HERO HONDA HUN.
1Based on features, performance, specifications and on marketing strategies adopted by the
company2
Ba#a# (u!sar *Js Hero Honda Hunk
Ba#a# (u!sar
(ulsar has been a ma$or hit in the market@ it comes in fourvariants% (ulsar 194 7T"i, (ulsar 1;4
7T"i, (ulsar 544 7T"i K (ulsar 554 7T"i. Ba$a$ (ulsar 7T"i comes with a throttle actuated
39
ignition control system that works in con$unction with a chip6controlled digital capacitor
discharge ignition 1.7I2 system for accurate ignition timing under all conditions. The dual spark
design accelerates and evens out flame propagation, which results in more efficient combustion
and hence leads to better performance. (ulsar0s 194cc engine delivers a power output of 1?.9bhp
at ;444 rpm. It has wonderful pickup with 46D4kmph in 9.DD seconds. It develops a maimum
torque of 15.5; +m Q D944 rpm. It looks great with its mean muscular aerodynamic shape.
Apart from the smashing look, (ulsar has lighter yet stronger alloy wheels, which when coupled
with the longest wheelbase 11??4mm2 enhance the stability of the bike.
VEHICLE SUMMARY
+ame% (ulsar 194 cc
Type% .ommuter
Top "peed% 11?kph
ENGINE SPECIFICATINS
7isplacement% 13B.41cc
'ngine% 3 "troke, "ingle .ylinder, Air .ooled, 5
(lug
&aimum power% 1?.94psQ;944rpm
&aimum Torque% 1?.B4nmQD944rpm
8ears% 9 "peed
.lutch% 2
"troke% +A
+o. of .ylinders% 1
.ylinder .onfiguration% +A
'ngine Block &aterial% +A
.hassis Type% +A
.ooling Type% Air cooling
.arburetor% +A
40
41
THER SPECIFICATINS
)eight% 1?C.44 kg
8round .learance% 199.44 mm
Guel Tank% 15.44ltrs
)heelbase% 1??4.44 mm
)heel Type% 1CY Alloy wheels
)heel "i,e% 5.C9 H 1; >ear 144IB4 H 1; mm
.olors% Black, "ilver,Blue K >ed
ACTIVE AN! PASSIVE SAFETY
"uspension1Gront2% Telescopic
"uspension1>ear2% Triple rate springs
Brakes% 534mm 7isc
Brakes1>ear2% 1?4mm 7rum
Hero Honda Hunk
Be"a#$e M#$"%e$ Matter
-ero -onda &otors *td. 1--&*2, India0s leading two wheeler manufacturer, has launched its
new offering as -unk in the 194 cc segment. This new bike is the fourth launch in the premium
segment after 19D cc .B= Htreme, 194 cc Achiever and 559 cc :ari,ma. -ero -onda -unk
carries robust looks and muscular styling with big tank shrouds, 9 spoke black alloy wheels,
telescopic fork suspension and new 8>" 18as >eservoir "uspension2 at rear. -unk is powered
with 194cc engine that generates 13.3(s at ;944rpm of power and 15.;+m of Torque. -ero
-onda has launched the 194 cc -unk in two variants of kick start and self start with the price tag
of >s. 99,444 and 9C,444 respectively. The all new -unk is available in four colours 6 black,
blue, red and silver. )ith the launch of -unk -ero -onda aims to make its premium position in
this segment. <n the launch of -unk, (awan &un$al, &anaging 7irector and .'<, --&*, said
SThe 0-unk0 is our tribute to the Eouth of India today 6 confident and ready to take on the world.
It personifies the very fighting spirit and resilience of our youngsters, who are making a mark for
42
themselves in their chosen fields of vocation. "ome of the key findings of our etensive research
amongst the youth have been incorporated into the 0-unk0 to make it a complete package of
world class technology, unprecedented features and stunning looks.
Manu7a4turer -ero -onda &otors India *td
(rodu4tion <ctober 544C
C!ass 194 cc
En"ine 13B.5 cc
To6 s6eed 11B kmIh
(o:er 13.3
Tor<ue 15.;
Transmission 9 speed manual
Sus6ension gas charged bi shock
Brakes front single disk K rear drum
$hee!8ase 1?34 mm
+ue! 4a6a4it 15.5 litres
Oi! 4a6a4it 1litres
+ue! Consum6tion 99 kmIl
Re!ated cb, treme K achiever
Te"hni"a% S&e"i'i"ation$ o' Hero Honda H#nk
Dimensions 9 $ei"ht
43
*ength 1mm2 54;4
)idth 1mm2 CD9
-eight 1mm2 14B9
)heelbase 1mm2 1?59
:erb )eight 1kgs2 139
8round .learance1mm2 139
En"ine
&odel 7esignation Air .ooled, 3 6 "troke "ingle .ylinder <-.
"tarting "elf "tartI:ick "tart
7isplacement 1cc2 13B.5
Ignition Advanced &icroprocessor Ignition "ystem
1A&I2
Bore K "troke 9C.? H 9C.; mm
Sus6ension
Gront Telescopic -ydraulic "hock Absorbers
>ear 9 "tep Ad$ustable 8as >eservoir "uspension P
8>"
Brakes
Type 7isc% 534 mm 7ias 7isc 6 +on Asbestos Type
>ear Internal 'panding "hoe Type 11?4 mm2, +on
Asbestos Type.
Tres
Gront 5.C9 H 1; 35(
>ear 144IB4 H 1; 6 9D( 1)ith Tuff6up Tube2
(er7orman4e
&a. -orsepower 1psIrpm2 14.D :w 113.3 (s 2 Q ;944 rpm
Guel Tank 15.3 *itre
44
COM(ARISION O+ +EATURES
Ba#a# (u!sar
(ulsar 194 cc comes with digital speedo meter.
+eutral and turning indicator and with side stand indicator.
+ew ra,or sharp tail light.
The head light is with a city light gives better look.
Gront disc.
Hero Honda hunk :
Advanced microprocessor ignition system
9 step ad$ustable nitro 8>" shoks.
Tuff tubes for puncher resisitance.
Anti kick back mechanism
COM(ARISION O+ (ER+ORMANCES:
Ba#a# 6u!sar :
R The new (ulsar 13B.41 cc with a 13.4B bhp delivers good power
R 8ives good pick up gives more speed.
R /ery good throttle response.
R 8ood breaking but sensitive.
R 7igital twin spark ignition17T"i2 provides efficient combustion and
better performance under all condition.
R 8reat performance at lower rpm through advanced 'hausT'.
Technology.
Hero Honda hunk :
R /ery good in throttle response.
R 8ood initial pick up.
R "moother engine performance but gear shifting slightly hard.
R /ery good and comfortable riding.
R 'ven though very good for penion and for long ride.
R 'cellent breaking with both disc and drum.
R +ew muscle type body gives head turning looks for -!+:
45
COM(ARISION O+ AD-ANTA3ES J MERITS:
BA,A, (ULSAR:
R Its looks good.
R 'cellent power with 13.4B bhp.
R "mooth engine.
R 'cellent breaking.
R 7igital speedometer.
R The new city light 1wolf eye2 gives new stylish looks.
R 7igital twin spark ignition 'ngine 17T"i2.
R +ew ra,or sharp tail light.
HERO HONDA HUN.:
R .omes with muscle body with sporty look.
R Tuff up tube for puncher resistance.
R /ery good breaking
R .omfortable for both rider and penion.
COM(ARISION O+ DISAD-ANTA3ES J DEMERITS :
BA,A, (ULSAR:
The bike heavy feels insecurity.
!ncomfortable handling.
After 94444 kms pulsar asks for more maintenance.
"ensitive disc breaking.
HERO HONDA HUN.:
This bike also lags in mileage compared to other 194cc.
8ear shifting is slightly hard.
46
Marketin" mi> o7 Ba#a# (u!sar
Ba#a# (u!sar2 The 6rodu4t
)hen Ba$a$ (ulsar made its debut in the Indian market in the year 5441, two variations of the
bike, in the form of 194 cc and 1;4 cc engines, were offered to the potential customers. The bike
offered 15 bhp of maimum power. 7isc brakes as a feature in (ulsar were offered for the first
time in the Indian motorcycle market.
The second generation of (ulsar was launched in the Indian market in the year 544?. The latest
version of (ulsar incorporated the 7T"i technology. 7T"i stands for 7igital Twin "park Ignition.
This technology was developed by Ba$a$ Auto and it holds an Indian patent for the same. )ith
the integration of 7T"i technology into the (ulsar, the power rating was improved by 1 bhp and
also the fuel efficiency of bike was enhanced.
In 5449, Ba$a$ Auto launched yet another upgraded version of (ulsar. This version of bike was
offered with a 1C inch alloy wheels as a standard option for the first time. Also, the power rating
in both the 194 cc as well as 1;4 cc versions of the bike was improved.
In 544C, Ba$a$ launched the (ulsar 554 7T"6Gi and 554 7T"6I versions of bikes. The 554 7T"6
Gi model comprises of features such as the former featuring fuel in$ection and oil cooled engines,
a digital dash, and modern styling. Geatures like fuel in$ections, rear disc brake and clip on
handle bars were introduced for the first time in the Indian market. In 544B, a carbureted version
of (ulsar 554 and the fourth upgraded versions of (ulsar 194 and (ulsar 1;4 were launched in
market.
Ba#a# (u!sar2 The (ri4e
The following table shows the average price of a Ba$a$ (ulsar bike 1according to the bike
variations2 in cities belonging to both metro as well as non6metro category.
Bike -ersion A*era"e 6ri4e in
Rs5 in metros
A*era"e 6ri4e in Rs5 in
non2metros
Ba$a$ (ulsar 194 .. D3?C9I6 D?DDDI6
Ba$a$ (ulsar 1;4 .. DDD59I6 D9DDDI6
Ba$a$ (ulsar 544 .. CD159I6 C9444I6
Ba$a$ (ulsar 554 ..
7T" Gi
B1;C9I6 B1444I6
Ba$a$ (ulsar 554
7T"i
C4444I6 1'6
"howroom2
B?444I6
47
Also, many Ba$a$ Auto authori,ed dealerships offer the following financial schemes in order to
attract the potential customer%
0 C S4heme:
!nder this scheme, a customer has to pay only nominal processing fees.
Lo: Do:n (ament:
In this scheme, the monthly '&I payment could be as low as >s. B44I6. This scheme helps the
customers in planning their monthly budget more efficiently.
Norma! Channe!:
.ustomers can take ;4A as loan with normal eligible documents, and obtain approval within 53
hours.
E>4han"e S4heme:
Any model and any brand of eisting bike of the customer could be echanged for a brand new
Ba$a$. After the echange, the price reali,ed for the older bike is treated as a down payment and
the balance is ad$usted into any of the available finance schemes.
Ba#a# (u!sar2 (romotion
(ulsar was the bike that was launched by Ba$a$ Auto without the collaboration of the :awasaki
.ompany. Also, this bike was a technological and a designing marvel. The creative promotion
campaign for Ba$a$ (ulsar was handled by the renowned advertising agency <gilvy and &ather.
The creative team decided to endow the bike with a gender. Taking this idea into consideration,
the campaign with a tagline called U7efinitely &aleV was launched. The promotion campaign,
coupled with the design and the performance of the bike, helped the company in achieving
ecellent sales numbers for the (ulsar bike.
)hen Ba$a$ Auto launched the (ulsar 544 version, the promotion campaign was focused on the
concept of Ufree bikingV. According to the definition of brand (ulsar, free biking is all about
tackling obstacles. The epensive ad for this campaign was shot in -avana, .uba. The
underlying theme of the ad is to how two (ulsar riders discover a new route when the main road
is blocked by a traffic $am.
Ba$a$ (ulsar is also associated with a reality show called "tunt&ania that is aired on &T/
channel. This show targets the audience in the age group of 1; and above. This show also
mentions about bike maintenance and rider safety.
Ba#a# (u!sar2 (!a4e
7ealership system of Ba$a$ Auto%
48
The company has a network of 3B; dealers and over 1,944 authori,ed service centers across the
country. Around 1,344 rural outlets have been created in towns with population of 59,444 and
below.
Gollowing are the various types of showrooms implemented by Ba$a$ Auto%
.<.<% These are .ompany <wned K .ompany <perated showrooms. These concepts
eist only for (ro6Biking showrooms.
.<7<% These are .ompany <wned K 7ealer <perated showrooms. In this case,
showrooms are owned by the company but the operations in the showroom are managed
by the dealer. This model is followed when Ba$a$ wants to provide the dealer financial
benefits.
Settin" u6 o7 de6ots:
"etting up depots is a geographical strategy adopted by Ba$a$ Auto. But this does not mean that
the company has gone all out to open a large number of depots. It has chosen strategic locations.
The key role played by depots is that they are meant to cater to any sudden rise in demand of
vehicles, and to cover the eisting geographic span of India.
A dealer needs to consider his order requirements and then come up with an order to place to the
regional office. If the demand is immediate, he may approach a depot for the load. 'lse, he has to
try to stick to factory load. Both of these loads have their own sets of pros and cons.
Dia"ram sho:in" the su66! 4hain 6ro4ess at Ba#a# Auto:
49
Marketin" mi> o7 Hero Honda Hunk
50
-ero -onda -!+: is positioned in premium market segment. "o the marketing mi of product,
price, place and promotion are done according to premium market segment.
(rodu4t
The 6rodu4t name: -ero -onda -!+: 1Tagline6 Because muscle matter2
The Brand name: -ero -onda
(roduct "trategies
Core 8ene7it: good mileage, less fuel consumption, self start, and good looking.
(rodu4t !ine: The product line for -ero -onda is motor bike is very simple. It has only one
product line which is -ero -onda -!+: 194cc. so it is very clear that the -!+: has no choice
in its product line.
"ince -!+: is in premium bike segment, customers of this segment will look for many
advantages and its utilities.
(ri4e
-ero -onda -!+: listed its price Q 99,444. It is considered as the cheapest price quote for a
premium bike in India. Gor instance, -!+: self starter and kick starter will cost Q 9C,444 K
99,444 respectively. And also other options like alloy wheel, passenger footrest, pass6light, low
fuel indicator and colors. "o choosing each one of these options will increase the total cost of the
show room price.
Apart from show room cost, etra costs are road ta, insurance cost,
Dis4ounts are provided during many occasions like Indian festival days, government celebration
days and season celebration.
(!a4e
Distri8ution 7or HUN.%
51
(romotion
-ero -onda -!+: will convey UBecause &!".*' matterV as their messa"e. This caption says
that -!+: can provide a muscular look to you and your bike. Basically it says that it provide
style.
-ero -onda -!+: will be promoted directly by company through online promotions,
ehibitions, television ads, printed ads, and event sponsoring.
52
On!ine 6romotion: -ero -onda promoted its product through internet on their official website%
htt6:JJ:::5herohonda54om
E>hi8ition and trade 7air: They participate in trade fair, established ehibition for eample they
participated in trade fair +ovember, 544; which held every year in 7elhi.
Te!e*ision ads P (laying -!+: visuals between programs break. This visual playing will give
bikeOs image with sound. .ustomers can have a detailed look of the product from hisIher home
only.
(rint ads P 7isplaying image on newspapers, maga,ines, pamphlets. This type of ads will give
overall look of the bike and also written details about bike features and function. .ustomer can
read and get the information about the bike.
S6onsor ads P 7isplaying the name -ero -onda -!+: on every possible place. This display
will create an opinion about the company and its product. It is the epensive way to advertise but
have the maimum impact on sales because nowadays events are happened not only in venue but
also telecasted over television.
Apart from company, dealers also provide their advertisement through mobile showroom, stall
at ehibitions, hoardings besides the road, wall paintings, etc.
COM(ARISON O+ (ULSAR $ITH HERO HONDA .ARIHMA HMR
1Based on features, performance, specifications and on marketing strategies adopted by the
company2
Ba#a# (u!sar *Js Hero Honda .ari;ma HMR
Hero Honda kari;ma HMR
53
The (8&6Gi system of 5411 model of :ari,ma =&> is equipped with a 15 hole fuel in$ector, 1D
bit '.! and D high6tech sensors to scan the engine operating parameters like air pressure, air
temperature, and engine temperature to ensure the optimum air I fuel ratio under dynamic
conditions. An advanced vertical oil cooler provides efficient cooling to the high performance
engine and the IA./ 1Idle air control valve2 ensures idle stability and smoothens response to
throttle changes.
MAIN TECHNICAL +EATURES O+ /011 NE$ HERO HONDA .ARIHMA HMR:
15 (3M2+i: (rogrammable Guel In$ection
/5 1D Bit ECU (ro4essor Gor >apid 7igital Guel In$ection &apping
B5 Oi! Coo!ed En"ine
A5 1/ Ho!e +ue! In#e4tor Gor Better Atomi,ation <f Guel
@5 En"ine Oi! Tem6erature Sensor )hich (rovides 7ifferent Guel &itures At 7ifferent
Temperatures
D5 Intake Air Tem6erature Sensor )hich "enses The Intake Air Temp To 7etermine K "upply
The <ptimum Air To Guel >atio
E5 Thrott!e (osition Sensor )hich 7etects Throttle <pening K (rovides Input To The '.!
F5 Crank (osition Sensor )hich "enses The (osition K Time At )hich Guel +eeds To Be
In$ected In >elation To .rank Angle
G5 O>"en Sensor 'nsures .orrect Air Guel >atio Gor The .atalytic .onvertor
105 &anifold Absolute (ressure "ensor
115 Idle Air .ontrol /alve
1/5 8as .harged "hock Absorbers
1B5 >ear 7isc Brake
Shades A*ai!a8!e in /011 Ne: Hero Honda .ari;ma HMR
5411 model of -ero -onda :ari,ma =&> is available in following four shades%
6 "pot *ight )hite
6 (anther Black &etallic
6 .andy Bla,ing >ed
6 /ibrant <range 1+ew "hade2
The 5411 model of :ari,ma is available in four shades% "pot *ight )hite, (anther Black
&etallic, .andy Bla,ing >ed and /ibrant <range 1+ew "hade2. The company has discontinued
Eellow and Blue shade which were available in 5414 model.
Te4hni4a! s6e4i7i4ation o7 Ne: Hero Honda .ari;ma HMR
-ehi4!e summar
+ame +ew kari,ma =&>
Type "ports
Top speed 15D kph
54
En"ine S6e4i7i4ations
7isplacement 55?cc
'ngine 3 stroke,fuel in$ection,<-.
&a.power 1C.DbhpQC444rpm
&a.torque 1;.?9nmQD444rpm
8ear 9 speed
.lutch &ultiple wet
Bore D9.9
"troke DD.5
+o. of cylinders 1
.ylinder configuration +A
'ngine block material +A
.hessis type Turbular single cradle,diamond type
.ooling type *iquid cooling
.arburetor +A
&otor power +A
&otor range +A
(addling arrangement +A
4 to D4 ?.C4sec.
Dimensions
*ength 5114mm
)idth ;49mm
-eight 11C9mm
Com7ort and 4on*enien4e
Guel gage 7igital
"elf start 7igital
Tacho meter 7igital
Trip meter 7igital
)arranty ? years
"peedometer 7igital
Other s6e4i7i4ations
)eight 19B.44kg
8round clearance 19B.44mm
Guel tank 1D.4ltr
)heel base 1??94.44mm
Turn circle 5.94mtrs
'lectrical system 15v6Cah65?5w alternator
-eadlamp 15v6?9w halogen
55
Battery type &aintenance free
Battery voltage Dv
Battery capacity Dah
Battery charger +A
)heel type 7ie cast black alloys
)heel si,e Gront6;4I144Z1;3Cp mm
>ear6144IB4Z1;9Dp mm
Tubeless
.olours "potlight white,vibrant orange,panther black
metallic,candy bla,ing red
Com6arison O7 (u!sar :ith Yamaha R1@ 9 A6a4he RTR 1F0
1Based on features, performance, specifications and on marketing strategies adopted by the
company2
The two biggies of the auto market and Ba$a$ and T/" are head6to6head to strengthen their
position in the two6wheeler market and so do the two models@ Ba$a$ (ulsar 1;4 7T"i and T/"
Apache >T> 1;4, seem to go neck to neck when it comes market share and they seem to be
going in the right direction of changing the perspective of bike riding.
In terms o7 sa!es (u!sar 1F0 DTSI is mu4h ahead o7 the A6a4he RTR 1F0 8ut T-S has !e7t
no stone unturned and has 8een a stron" 4om6etitor to Ba#a#.
A neutral comparative analysis will always help the buyer to pick the right
bike, because he not only gets a clear picture of various technicalities such as engine
performance, mileage and of course the price differences that will make a huge difference while
deciding on which bike to go for.&ost of the times the chances are that the consumer will go by
the brand name and ignore the actual facts of the bike or based on some biased opinions heIshe
would to prefer to buy a particular bike.
56
Buying a bike is an investment in itself@ it is not only about the monetary investment but it is also
about time and effort.
Looks :ise
)hen it comes to looks, the style and designing of both Apache >T> 1;4 and Eamaha >19 will
steal onlookerOs hearts. Ees, when the T/" Apache >T> 1;4 arrived in the markets it truly lived
by its name N&enaceO. Although it followed the lines of its predecessors the hi6tech features and
super6cool body graphics gives the bike a far superior look.
Eamaha >19 on the other hand has a sporty6model look that is actually a reminiscent of E=G6>
series, and the bike was rolled out in all6new colors that set the bike from the usual run of the
mill types.
Gurthermore, the Eamaha >19 scores better in the graphics department as well. The Eamaha >19
also follows the seriesO philosophy of highlighting visual performance and the bike truly echoes
this visual representation. If one has a keen eye for detail, one can see that if glanced from side
the panels and the top surface of the tank will give the looker an idea that the gravity is kind of
shifting to the front tyre. T/" Apache >T> although has good looks, poor baby she lags a lot
behind in comparison to the Eamaha >19.
Hand!in" and (er7orman4e:2 The T/" Apache 1;4 >T> boasts of reaching a speed of D4
kmph from standstill in $ust about 3.19 seconds. It hits a top speed of 159 kmph. There is no
doubt that the engine capacity of the >T> 1;4 is greater and it generates power of 1C.? bhp, and
it is a ma$or plus for the bike. 7espite being low powered bike the Eamaha >19 still has an upper
hand because the top speed recorded by the bike is 1?9kmph, a 13B.;cc engine hitting that speed
is commendable.
As coming to the handling of the bike, the Eamaha >19 is adorned with a 7eltabo frame and
come with monocross suspension which enables the rider great comfort while riding, as well as
smooth handling and being easy while turning the vehicle. )hereas, the T/" Apache >T> 1;4
&enace has a longer wheelbase and the bike will be quite stable on straight roads as well as
curvy ones. The aerodynamic design, the forward riding position and the pillion comfortable
57
seating position makes a lot of difference to the riding quality of the bike. In the comfort and
handling department the two bikes have their own unique features to give the rider a smooth ride.
Talking about performance (ulsar 7T"i 1;4 is a heavier machine when compared to the previous
version and that affects quite a lot to the performance of the vehicle. The heavy tyres at the rear
and the decrease of torque by 1 +m has certainly brought down the performance level. 7espite
these drawbacks (ulsar 1;4 is still ranked as one of the top performing bikes@ it can touch up to
15? kmph speed, which is quite a feat by the manufacturers.
Mi!ea"e
The Eamaha >19 is a performance bike with a 194cc engine, the mileage obviously will be less
so one epect around ?9kmpl639kmpl. The T/" Apache >T> 1;4 gives a mileage of around ?B6
33kmpl in the city and highway you could epect 3?63;kmpl. In this regard the two bikes are
almost close and there is obviously nothing much to smile about.
T/" Apache >T> 1;4 gives a mileage of ?B633 :mpl for that city riding and a little higher
around 3?63; kmpl on the long drive or highway ride. (ulsar on the other hand, consumes less
fuel@ it gives around 3163D kmpl mileage in the city and up to 3D691 kmpl on the highway riding.
Data
Ne: .ari;ma
HMR Ba#a# (u!sar //0 Yamaha R1@ A6a4he 1F0
En"ine 3 "troke 3 "troke 3 "troke 3 "troke
Dis6!a4ement 55?cc 554cc 13B.;cc 1CC.3cc
Ma> (o:er
1C.D Bhp6C444
rpm 51 Bhp6;944 rpm 1C Bhp6;944 rpm
1C.? Bhp6;944
rpm
Ma> Tor<ue
1;.9 +m6D444
rpm 1B +m6C444 rpm 19 +m6C944 rpm
19.9 +m6D944
rpm
3ears 9 "peed 9 "peed D "peed 9 "peed
Coo!in" T6e *iquid .ooled Air .ooled *iquid .ooled Air .ooled
58
To6 S6eed 15D kmph 133 kmph 1?9 kmph 159 kmph
02D0 km6h ?.C4 secs +A ?.54 secs 3.?9 secs
Brakes 7iscs 7iscs 7iscs 7iscs
Marketin" mi> o7 T-S a6a4he
6rodu4t
The company has tried to register its presence in the mind of the customers of every segment
ranging from D4cc to 1;4cc but still has failed to capitali,e because unlike its competitors it does
not offer many options to its customers in most of the segment. )hen in 194&cc segment -ero
-onda and Ba$a$ offer 3 and D products respectively, T/" has only two products in its stores. In
this pro$ect we are dealing with one of the best selling eisting products of T/" i.e. T/"
Apache.
T/" Apache was launched in 544D. It has 3 variants and comes with 1D4cc and 1;4cc engine.
The >T> and >T> GI version of the 1D4cc bike was launched in 544C and it was the first two6
wheeler in its segment in India to have racing inspired engine and features. In 544; a variant of
this bike was launched as N-yper 'dgeO which is considered as a cosmetic face of Apache >T>
1D4 GI by the eperts 1Topgear K Bike India2. The 1;4cc variant of the bike was launched in
544B.
T/" targets these group of people for Apache6
.ollege going students
Eouth between 1;6?4 age
(eople wanting to upgrade to 194Tcc
(eople looking for a sporty K stylish bike
Pri"in()
T/" has priced Apache very competitively as there is intense competition in 194& cc segment
and Indian customers are more price sensitive. The company offers Apache >T> 1;4, which
comes with unique safety feature i.e. AB" and generates 1C.? bhp, for around >s.D9,444 1e6
59
showroom, Bangalore2 while Ba$a$Os (ulsar 1;47T"i cost >s.D4,444 1e6showroom, Bangalore2
without such feature and generates 1C bhp.
(rice of >T> 1D4 GI is definitely high but the product provides more value than its competitors.
P%a"e)
T/" has a strong distribution channel having dealers in almost every part of India and other
countries where it operates. The company has more than C94 dealers across the country. Its
service centres are located across the country facilitating continuous access of Apache to the
market.
T/" *ogistics "ervice *td. is a subsidiary of T/" &otor which provides logistics solutions to
T/" &otor. T/" *ogistics "ervice *td. provides logistics solutions also to &ahindra K
&ahindra, Gord, Ashok *eyland, >oyal 'nfield, Tata &otors, etc.
Promotion$)
Apache >T> 1;4 uses the tagline N>acing 7+A !nleashedO defining the racing features of the
bike. The company organi,es road6shows and ehibition of Apache. -oardings of Apache
bulleting the features and the tagline can be seen at youth oriented public places.
T/" also promotes Apache through T/" >acing. The company organi,es rally in different
parts of the world. Brochures and pamphlets speak more about the mileage and power of Apache.
Po$itionin()
T/" has very cleverly positioned Apache as a racing oriented bike. It uses the >T> 1>acing
Throttle >esponse2 sticker boldly on the body of Apache. In every advertisement T/" has been
focusing on the racing aspect of its products by showing a guy riding Apache and leaving every
other behind.
Apart from racing features T/" talks about the power of the bike which is directly related to the
performance of the bike on road.
T/" also organi,es road6shows and rallies to promote its product through T/" >acing. It runs a
special Apache racing club.
T/" Apache 1;4 >T> is accompanied by the tagline that says6 N>acing 7+A !nleashedO. The
advertisement highlights the tet N>acing 7+A !nleashedO and O1C.? bhpO to strengthen its
position as a premium segment racing bike.
Apache has also established itself as a trustworthy brand by continuously performing well at
different auto award functions like +7T/ .ar K Bike Awards, <verdrive Awards, etc.
60
Marketin" mi> o7 Yamaha R1@
(rodu4t
Eamaha E=G >19 is the first model for the Indian marketdesigned in the true super sport image
and featuring a high6level balance of en$oyable running performance on winding roads.
The E=G >19 is most preferred by teenagers and secondlargest selling bike by Eamaha &otors.
The bike >19 waslaunched into the market at end of the year 544;.After >19was introduced,
Eamaha gained back the market share.
The customers of >19 are mostly teenagers, attracted because of the sportive style, new
technology engine and royal6look. The dealers are 3?4 in number including <>(I, .A8 out of
which around 144 dealers were added in the year 544;. The employees are around 59444 in India
working in various branches across the country. 'ven though the sales of the company were
affected during the recession, the company did not lay6off any of its employees in 544;.The
competitors of the product are (ulsar 194, :ari,ma and T/" Apache in India.
(roduct >19 is in level ?, namely epected product. In the product life cycle, it is in growth
stage.
(roduct length
>144, 8ladiator, Alba, G,, Ga,er, .ru, 'nticer, 8ladiator ss,
(roduct depth%
>19 and >1
(roduct width%
(ulsar194, !nicorn, Apache >T>1D4, :ari,ma.
(RICE
>19 follows high pricing and high promotion strategy and it comes under >apid
skimming pricing strategy.
(LACE
Transportation is by trucks and cargo for the showrooms spread around the country. The
showrooms are spread throughout the country.
(ROMOTION
61
(romotion done by > 19 .hampionship% .oncept of >acing .hampionship, an effort to promote
and strengthen safe biking culture and motor sports in India.
Se"mentation
"egmenting by location
The design of Eamaha6>19 varies from country to country. The manufacturing units in
each country produce a design and include features according to the needs of local
customers.
"egmenting by gender
>19 is designed for use only by male customers.
"egmenting by age
>19 is focusing on teenagers 546?4.
"egmenting by income
>19 is affordable only for customers having an annual income of above 3lakh rupees.
Tar"etin"
The EamahaOs product >19 is targeting on teenagers and customers having for racing.
6ositionin"
The celebrities are used to communicate the product. The brand ambassador is #ohn Abraham,
Bollywood actor.They position the bike as it is for young stylish people .
COM(ARISON O+ BA,A, (ULSAR $ITH HONDA UNICORN
1BA"'7 <+ G'AT!>'", ('>G<>&A+.', "('.IGI.ATI<+" A+7 &A>:'TI+8 "T>AT'8I'" A7<(T'7
BE T-' .<&(A+E2
Honda uni4orn
-onda &otorcycle K "cooter India 1-&"I2Os !nicorn could not perfectly fulfill the epectations
of the bike boys. <n the launch, it did not come with the electric start but it was equipped with
62
the self starter later. It is a competent motorcycle in the 194cc segment. Its striking feature is the
adoption of monoshock which is liked by many riders. !nicorn is regarded as one of the most
reliable bikes in the country along with the great mileage and adequate performance after the
successful launch of 145cc Activa and 7io by -&"I. It is a hassle free bike and performs
everything adequately. It has a decent mileage of 9?69;kmpl on actual road conditions and a high
comfort level to drive smooth on the tough Indian roads. Its voluminous fuel tank makes sure of
abundant petrol even at the longest distance. It holds its place and sells pretty well in the market
despite the launch of new contestants from other companies.
In comparison to the Apache >T> and (ulsar, it lacks in pickup. The bike does not give a sudden
$olt of acceleration, but very efficiently increases the speed in a smooth fashion. The same
acceleration power is retained as you go to higher speeds.
!nlike other bikes which give a sudden $olt of inertia initially but sucks at higher speeds,
!nicorn does a good $ob of constant acceleration for a long time with its 194cc engine.
Desi"n And Com7ort
!nicorn is a good blend of sporty and conventional style and the bike comes in different
fabulous paints. The clear lens halogen works perfectly and looks like as that of :ari,ma. The
!nicorn0s three6pod dials is voted for the best set in the country so far. A massive speedometer is
fied at the center and a sporty tachometer on the left. But it does not own a trip gauge. The
squat fuel tank feels flatter and looks smart with a rounded chrome cap. It0s one of the few bikes
in the country with knee recesses which fit all leg shapes. The well shaped lockable seat offers
adequate room both for the rider and the pillion. The aluminium footrests are buffed to a satin
finish and a cut above the rest. The silencer adds further glint value to the !nicorn, with its large
chrome shroud. !nicorn is designed and engineered to quench the thirst of style6hungry young
bikers. It has a distinctive sporty and macho design with a racy front face, masculine fuel tank
with knee grip and a sleek rear cowl.
Ride And Hand!in"
!nicorn is a good blend of sporty and conventional style and the bike comes in different
fabulous paints. The clear lens halogen works perfectly and looks like as that of :ari,ma. The
63
!nicorn0s three6pod dials is voted for the best set in the country so far. A massive speedometer is
fied at the center and a sporty tachometer on the left. But it does not own a trip gauge. The
squat fuel tank feels flatter and looks smart with a rounded chrome cap. It0s one of the few bikes
in the country with knee recesses which fit all leg shapes. The well shaped lockable seat offers
adequate room both for the rider and the pillion. The aluminium footrests are buffed to a satin
finish and a cut above the rest. The silencer adds further glint value to the !nicorn, with its large
chrome shroud. !nicorn is designed and engineered to quench the thirst of style6hungry young
bikers. It has a distinctive sporty and macho design with a racy front face, masculine fuel tank
with knee grip and a sleek rear cowl.
-ariants? (ri4e And Co!or
-onda !nicorn is available in 3 colors% (earl Igneous Black, "pace "ilver &etallic, Black with
>ed 8raphics and >ed with Black 8raphics.

64
T'.-+I.A* "('.IGI.ATI<+" <G -<+7A !+I.<>+
$ei"ht J Measurements
S6e4i7i4ations .i4k Start J Se!7 Start
7ry )eight 1:g2 15D 1:ick2
1?4 1"elf2
:erb )eight 1:g2 1?B 1:ick2
135 1"elf2
*ength 1mm2 54B4
)idth 1mm2 C94
-eight 1mm2 14B9
)heelbase 1mm2 1?34
"eat -eight 1mm2 CB4
8round .learance 1mm2 1D;
Guel Tank .apacity 1Gull 2 P 1*t2 1?
>eserve Tank .apacity P 1*t2 1.?
(er7orman4e
S6e4i7i4ations .i4k Start J Se!7 Start
&a "peed P 1:mph2 141
Acceleration 146544m2 P 1"ec2 15.1
<vertaking Acceleration for
544 m 1at 34kmph2 P 1"ec2
15.1
Acceleration 146D4 kmph2 P 1"ec2 9
&ileage 1in Indian &ode2 P 1:mpl2 D4
65
Bod
S6e4i7i4ations .i4k Start J Se!7 Start
Grame Advanced 7esign
7iamond Grame
Gront "uspension Telescopic
>ear "uspension Advance Technology
&onosuspension
Gront Tyre 5.C9 1;Y
>ear Tyre ?.44 H 1;Y
Gront Brake Type 534 mm 7isc
>ear Brake Type 1?4 mm 7rum
En"ine 9 Transmission
S6e4i7i4ations .i4k Start J Se!7 Start
'ngine Type 3 "t, Air .ooled
<-. "ingle .ylinder
7isplacement P 1cc2 13B.1
+et (ower 1?.? bhp Q ;444 rpm
1B.B k)2
Torque 1.? :g6m Q 9944 rpm
115.; +m2
Air Gilter (aper Type
.arburettor ./ Type
A.8 (ower 8enerating .apacity P 159
66
1)att2
<il .apacity P 1*t2 1.5
Transmission .onstant &esh,
9 "peed gear 11 down P 3 up2
8ear "hift (attern 1 7own P 3 !p
E!e4tri4a!s
S6e4i7i4ations .i4k Start J Se!7 Start
Ignition 7igital .7I 1&ulti &apping2
Battery 15/ P 5.9 Ah1:ick2
15/ P C Ah1"elf2
-eadlamp -alogen 115/I?9)2
Tail I "top lamp 15/ P 51)19)2
Uni4orn *s 6u!sar 1@0 44
S6e4i7i4ations2
Uni4orn 1@0 CC (u!sar 1@0 DTSi
M+C: -onda Ba$a$
CC: 13B.1cc 13B.41cc
67
Tor<ue: 1.?:8& Q D944rpm 1?.B4+& Q D944rpm
Bh6: 1?.? Q;444rpm 13.4B Q ;444rpm
3ear% 9 speed 9 speed
Starter: 'lectric and kick '*'.T>I. A+7 :I.:
$hee! 8ase: 1?34mm 1?54mm
Mi!e"e: D46D9kmpl 996D4kmpl
(ri4e% DC444 DC444
68
FEATURES OF HONDA UNICORN 150CC WHEN COMPARED TO BAJAJ PULSAR
150CC:
"moother engine compared to pulsar 194 cc.
8ives more mileage than pulsar 194cc.
&ore comfortable than pulsar 194cc.
good quality.
BA,A, (ULSAR 1@0CC DTS2I $HEN COM(ARED TO HONDA UNICORN 1@0CC
/ery good pick up compare to unicorn.
*ooks good compare unicorn.
.omes with digital speedometer.
*acks in mileage compare to unicorn.
Com6arison 8et:een Yamaha +H1D *s Honda Uni4orn
69
Geatures of Eamaha G= 1D 19?ccc
*.7 meter with crystal display tachometer,sppedometer,trip meter, fuelguage,
+ew indicator for ingine starter.
Guel tank with a styled plastic resin cover.
*arge 5DC mm front disc
134ID461CYrear radial tyre
Both tubeless tyre.
+ew designed multireflecter head light with new look.
(er7orman4e:
70
The engine with 19? cc delivers a power of 13 bhp Q C944 rpm.and maimum torque of
13n6mQD444rpm.
<il cooled 3 stroke "<-. single cylinder 5 valve engine.
very good in pick reaches 46D4 $ust in 9 sec
A ?6position which is T(" throttlr position sensor on the carb works the ignition
systemefficiently.
The engine is tuned for low and mid range torque.
Mi!ea"e :
The G= 1D gives a mileage of 39694in city and 94695 in highway with out disturbing the power
Merits :
+ew diifrent and sporty look.
*.7 crstaly display for speedometer,odometer etc.
+ew two layer ehaust muffler to reduce the heat.
5DC mm disc for good breaking handling and comfortable.
Girst time in india with a radial tyre and it has tubeless tyre for both front and rear.
it comes with only electrick start .
Demerits:
G= 1D lags in mileage.
IT introduced only in three colour.
They would have introduced with rear dis.
$HEN COM(ARED TO UNICORN:
*ags in &ileage
loooooks diffrent
new *.7 display
large disc with 5DC mm dia
both rear and front are tubeless tyre
71
-<+7A !+I.<>+ 194 .. %
$hen 4om6ared to Yamaha 7;1D2
"moother engine compared yamaha G= 1D.
8ives more mileage than yamaha G= 1D.
&ore comfortable.
doesnt come with tubeless tyre.
comes with both self and kick starter.
Marketin" mi> o7 Honda Uni4orn
1a)6rodu4t2
(roduct name6 -onda !nicorn
Brand name6-onda
%8)6ri4e2
(rice of honda unicorn is approimate DC444 >s.
(ricing strategies are used to increase its profit. it gives certain basic features with a list price and
each etra unit of features will add up the total cost of the vehicle. -onda unicorn used this
pricing strategy.
%4 )6!a4e2
72
-onda unicorn will be sold in all -onda eclusive show rooms only and each showroom will be
owned by different individual entrepreneur called dealer or agent. -onda showrooms will be
situated in prime locations all over India to providing there is good access for customers.
"howrooms are located in &etros, city and also in towns.. The stock will be sent directly to each
dealer direct from the manufacturing units. The goods will be transported through the dealerOs
lorry or truck.
%d)6romotion2
-onda promotes itOs product by advertising in newspaper,radio and in tv.prroduct is also
promoted by hoardings in urban areas.
RESEARCH METHODOLO3Y
U"ystemi,ed &ethod is necessary to gain knowledgeV. The technique deployed to analy,e and
interpret the data for the purpose of hitting the target ob$ective plays a crucial role. The effective
research technique has a significant contribution for effective ob$ective achievement.
OB,ECTI-ES O+ STUDY
The main ob$ective is to gain everything about ba$a$ pulsar and itOs competitors. Gollowing are
the ob$ectives of analysis%
To analy,e the customer preference.
To know which manufacturer is providing better services.
73
To analy,e after sales services of pulsar.
To study the behavioral factors of consumers in motor bikes.
To suggest various factors to improve sales.
To know how the cost is reduced.
To gain knowledge of (romotion and &arketing Tactics for a new product.
To understand the marketing mi used by ba$a$ to promote pulsar.
To find out the acceptance level of people.
To know practical aspect of how to win over competition.
RESEARCH DESI3N
>esearch design facilitates that smooth sailing of various research operations thereby making
research as efficient as possible, yielding maimal information with minimal ependiture of
effort, time and money. >esearch 7esign is the arrangement for conditioned for data collection K
analysis of data in a manner that aims to combined relevance to research purpose with economy
in procedure.
A research design is a master plan or model for the conduct of formal investigation. It is blue
print that is followed in completing study.
In contrast to eploratory studies descriptive studies are typically structured with clearly stated
hypothesis. 7escriptive studies are those studies, which are concerned with describing the
characteristics of particularly individual or group.
These studies are concerned with specific predictions, with narration of facts K
characteristics concerning individuals, groups, or situations. The design in such a study must be
rigid K not fleible and must focus attention on the following%6
o Gormulating the ob$ective of study.
o 7esigning the method of data collection.
o .ollection of data.
o (rocessing K analy,ing the data.
74
o >eporting the findings.
Te4hni<ues used
o .ollection, .lassification, .ompilation, Tabulation, Analysis and Interpretation of
information facts and figures relevant to the company.
o .onsultation and personal observations.
o 7rawing conclusion through analysis of information collected and interpreted.
DATA SOURCE
>esearch included gathering both (rimary and "econdary data.
o (rimary data is the first hand data, which are selected a fresh and thus happen to be
original in character. (rimary 7ata was crucial to know various customers and past
consumer views about bikes and to calculate the market share of this brand in regards to
other brands.
o "econdary data are those which has been collected by some one else and which already
have been passed through statistical process. "econdary data has been taken from
internet, newspaper, maga,ines and companies web sites
S4o6e o7 the stud
Ginding out the strength and weakness of the Ba$a$ (ulsar 17T"6i2, where it can correct
its faulty
Ginding the market potential and awareness of this vehicle.
Ginding the position of the vehicle among the competitors.
Ginding the perception of consumers about the vehicle.
This study would be useful to know about pulsar and its competitors.
This study would be useful to students to understand importance and practical aspect of
marketing and promotional strategies.
This study would be useful to other new products to form strategies.
75
LIMITATIONS O+ THE (RO,ECT
+o proper assurance of right information% The main data sources are questionnaire, websites,
newspapers and maga,ines.
o The data on websites might be possible, not get updated.
o I will have to rely upon the information given by respondents, which may not be fully
true
o It is only for short period of time.
o *ack of professional approach since researcher is a student.
76
+INDIN3S AND INTER(RETATION
After the data has been collected, it was tabulated and findings of the pro$ect were presented
followed by analysis and interpretation to reach certain conclusions. 7ata has been interpreted
based on D4 respondentOs views and opinions.
Q1) Which Bike do you have?
Interretation!! "ut o# the $a%&e $i'e o# 60 cu$to%er$(
15 cu$to%er$ are o# )ero )onda(
15 are o# Ba*a*
15 are o# +,- and
15 are o# any other .ike$ are taken into con$ideration/
Q2) Which 0ode& do you have?
1a))23" )"4567
77
8o%any 3e$ondent$
)ero )onda 15
Ba*a* 15
+,- 15
6ny other 15
-&endor 9a$$ion :ari'%a "ther
5 4 2 4
1.)B6;6;7 !
5i$cover 9u&$ar 9&atina "ther
6 4 3 2
< +,-7!
=&a%e 6ache -tar city "ther
78
3 3 5 4
I4+23932+6+I"4!
In )ero )onda %o$t&y the cu$to%er$ are havin> $&endor and a$$ion
?hi&e the ratio o# the cu$to%er$ u$in> ( :ari'%a and other .ike$ are
co%arative&y &o?/
In Ba*a* the cu$to%er$ are >ivin> %ore re#erence to 5i$cover and
9u&$ar %ode&$/
In +,- Bike$ the cu$to%er$ are >ivi> %ore re#erence to the aache
and $tar %ode&$/
Q3) In ?hich =a%i&y Inco%e do you =a&&?
=a%i&y inco%e 3e$ondent$ out o# 60
100000!200000 12
79
200000!300000 21
300000!400000 19
6.ove 400000 08
I4+23932+6+I"4!
+he %a@i%u% nu%.er$ o# cu$to%er$ that are u$in> the$e .ike$ #a&& in
the inco%e >rou o# 200000!300000/
Whi&e thi$ ratio i$ %ini%u% in ca$e o# cu$to%er$ ?ho$e inco%e &eve&
#a&& .et?een 300000!400000/
Q4) =or ho? &on> do you o?n a Bike?
Aear 8u$to%er$
1yr/ 25
2yr/ 15
80
3yr/ 12
6.ove 3yr/ 8
I4+23932+6+I"4!
It i$ o.$erved that %o$t&y the cu$to%er$ are havin> ne? .ike$/
Q5) =or ?hat uro$e do you u$e your 0otor Bike?
9uro$e o# .ike )ero )onda .ike Ba*a* .ike +v$ .ike
"Bce 6 3 3
9er$ona& 4 4 2
2ntertain%ent 3 7 4
"ther 2 1 5
81
I4+23932+6+I"4!/
In )ero )onda cu$to%er$ u$e their .ike$ %o$t&y #or oBce and
er$ona& uro$e .ecau$e o# it$ #ue& eBciency and &o?
%aintenance/
In Ba*a*(cu$to%er$ u$e their .ike$ %o$t&y #or entertain%ent
.ecau$e o# the o?er in .ike$ &ike u&$ar and di$cover and other
.ike$ u$ed #or er$ona& and oBcia& uro$e/
Q6) )o? did you co%e to kno? a.out thi$ .ike?
-ource o# in#o/ )unkCkari'%a 9u&$ar 6ache
4e?$aer 20D 25D 20D
+e&evi$ion 20D 40D 35D
0a>a'ine$ 10D 15D 25D
82
=riend$Cre&ative$ 50D 20D 20D
I4+23932+6+I"4!
It i$ o.$erved that the a?arene$$ o# )ero )onda .ike$ &ike
hunkCkari'%a %o$t&y co%e$ #ro% #riend$Cre&ative$
?hi&e o# Ba*a*1u&$ar) and +,-1aache) the a?arene$$ co%e$
#ro% other $ource$ o# in#or%ation &ike adverti$in> in +,(
ne?$aer$/
Q7) 6re you $ati$Eed ?ith the er#or%ance o# the .ike that you are current&y
havin>?
1a)Ae$ FFF//35
1.) 4o FFF/20
1c)8anGt $ay F/05
I4+23932+6+I"4! "ut o# the $a%&e $i'e o# 60 cu$to%er$
83
35 cu$to%er$ $ay$ that they are $ati$Eed ?ith the er#or%ance o# their
.ike$/
"n the other hand 20 cu$to%er$ are not $ati$Eed ?ith the er#or%ance
o# the .ike$ that they are havin>/
Whi&e the re%ainin> 05 cu$to%er$ are una.&e to $ay anythin>/
Q8) 5oe$ 6dverti$e%ent InHuence your deci$ion in choo$in> a 0otor Bike?
1a)Ae$ FFF/30
1.)4o FFF//20
1c) 8anGt $ayF/10
I4+23932+6+I"4!"ut o# the $a%&e $i'e o# 60 cu$to%er$
30 cu$to%er$ a>ree$ ?ith the #act that adverti$e%ent$ &ay a very
$i>niEcant ro&e in inHuencin> their .ehavior to choo$e the .ike/
"n the other hand 20cu$to%er$ do not a>ree to thi$ #act/
Whi&e re%ainin> 10cu$to%er$ are not $ure a.out it
Q9) 5id you had #u&& kno?&ed>e a.out Bike .e#ore .uyin>?
6?arene$$ )ero )onda Ba*a* +,-
Ae$ 9 10 8
4o 5 3 5
8anGt $ay 1 2 2
84
I4+23932+6+I"4!
It i$ o.$erved that %o$t o# the cu$to%er$ are a?ared a.out .ike
.e#ore urcha$in>/
Q10)/ Which #actor .e&o? inHuence your deci$ion?
=actor
inHuencin>
.uyin>
deci$ion
)ero )onda Ba*a* +,-
9rice 3 2 6
0i&ea>e 6 3 3
3e$a&e va&ue 4 4 2
-tatu$ $y%.o& 2 6 4
85
I4+23932+6+I"4!
In )ero )onda .ike$ the %i&ea>e o# the .ike and the va&ue that it add$
to the $tatu$ $y%.o& o# the cu$to%er$ inHuence$ the deci$ion criteria
o# %o$t o# the cu$to%er$/
In Ba*a* .ike$ cu$to%er$ >et$ %ore inHuenced .y the rice and Iua&ity
o# the .ike and a&$o they think that it add$ va&ue to their re$ti>e/
In +,- and any other .ike$ the econo%ic rice o# the .ike$ inHuence$
the .uyin> .ehavior o# the cu$to%er$/
Q11) )o? ?ou&d you rate the #o&&o?in> #actor$ o# .ike$ ?ith re$ect to
diJerent co%anie$?1in ercenta>e)
=actor$ )ero )onda Ba*a* +,-
0i&ea>e 50 30 20
9rice 35 30 35
9ick u 30 45 25
0aintenance 45 30 25
KookC$hae 35 35 30
Brand i%a>e 50 30 20
86
I4+23932+6+I"4!
It i$ o.$erved that in ratin> o# diJerent #eature$ o# diJerent .ike$
eo&e >ive %a@i%u% ratin> to the .rand i%a>e and %i&ea>e in hero
)onda .ike$/
In .a*a* .ike$ they >ive to ratin> to the ick u and &ookC$hae o# the
.ike/
In +,- .ike$ they rate rice and %i&ea>e to the to/
0o$t&y eo&e con$ider .rand i%a>e (%i&ea>e and rice in urcha$e
deci$ion/
Q12) I# you have your o?n .ike and ne? .ike co%e$ in %arket ?ith $o%e
>ood #eature$ then ?ou&d you &ike to chan>e your .ike?
8han>e #actor )ero )onda Ba*a* +,-
Ae$ 3 5 6
4o 10 8 5
8anGt $ay 2 2 4
87
I4+23932+6+I"4!
It i$ o.$erved that the cu$to%er$ o# )ero )onda .ike$ are not ready to
chan>e their .ike$ even i# a ne? .ike co%e$ in ?ith >ood #eature$/
Whi&e %a*ority o# the cu$to%er$ o# Ba*a* and +,- are ready to chan>e
their .ike$ i# ne? .ike rovide$ $o%e >ood #eature$ to the%/
Con4!usion
1.&a$or competitior of Ba$a$ (ulsar is -ero -ondaOs products like -ero -onda -unk,:ari,ma
=&> and T/" apache >T>.
5.Ba$a$ pulsar comes in many variants like 194cc,1;4cc and 554cc and in different colours like
black,red and blue.
?.Ba$a$ pulsdar 554cc with some additional features yet out of reach to middle class due to tts
high price.In this segment -ero -ondaOs :ari,ma also available with itOs da,,ling look to attract
the customers.
3.-ero -onda -unk lags in mileage compared to other 194cc.
9.pulsar 554cc is 54,444 >s.cheaper and more powerful in comparison to :ari,ma =&> but
:ari,ma is liquid cooled and technically more sound and advanced in comparison to
pulsar554cc.
88
D.Indian bike market has many buyers and each consumer has different requirement and
accordingly the sale of new entrant will either go up or go down.
C.&ost of the time the chances are that consumer will go by the brand name and ignore the actual
facts of the bike on some biased opinion,heIshe would to prefer to buy a particular bike.
;.&ost of the Glame, Apache, (ulsar, .B= K :ari,ma are purchased by young generation 1; to
?4 years because they prefer stylish looks and rest of the models of -ero -onda, T/" and Ba$a$
are purchased more by daily users who needs more average of bikes than looks.
B. -ero -onda is considered to be most fuel6efficient bike on Indian roads.
14. "ervice K "pare parts are available throughout India in local markets also.
11.)hile buying a motorcycle, economy is the main consideration in form of
maintenance cost, fuel efficiency.
15. In the 194cc segment on the marketing front (ulsar 194 7T"i kicked off -ero -onda -unk,
but in core biking 1bywhich mean quality, handling and reliability2 -unk kicked off (ulsar.
1?. The respondents find the mileage, technology and engineering themost satisfying attributes in
BA#A# (!*"A> dtsi. These two are themain reasons for the consumers to opt for BA#A#
(!*"A> dtsi. Thesurvey also reveals that BA#A# (!*"A> dtsi is one of the most preferred
twowheeler among the various brands mentioned in the questionnaire.
13. The main reasons for purchasing BA#A# (!*"A> dtsi is its better mileage, good aesthetics,
technology and engineering.
89
Su""estions
Based on the ma$or findings as observed during collection of data through the distribution of
customer questionnaires, an attempt has been made to offer recommendations for the further
improvement of sales as well as customer satisfaction in the following paragraphs%
The bike has a four P stroke engine it epected to give good mileage.The bike should
give at least 99 P 94 kilometers per litre under cityriding conditions as against D4 kms
declared by the company.
Brakes and road grip of the bike need to be improved.
The vehicles are epected to have lower maintenance cost which makes the customers
feel happy.
"eating arrangement of the vehicles should be changed.
Ba$a$ pulsar dtsi should be released with new attractive colours.
"tructure of petrol tank should be changed.
The high price is one of the ma$or barriers. The bike should be priced low which will
increase the sales.
90
(ulsar should advertise their models in T./. media to create awareness and attract some
more consumers and also company should give more and more advertisements about the
product in different medias like print media, electronic media so that it will reach
everyone.
Eoung people prefer two wheelers 1especially students2 than others."o, the advertisement
and sales promotion should be aimed towards them.
The waiting period for the delivery of the vehicles should be reduced.
&ore authori,ed service stations should be opened within city limits.
/ehicle loan should be etended to meet the middle class customers by reducing monthly
slap rate and interest rate.
+umber of free services to vehicle should be increased.
/arious kinds of discounts should be allowed on purchase of vehicles occasionally.
.redit period must be increased which helps high rate of sales.
Ba$a$ should introduce some more models having more engine power.
&ore service centers should be opened.
&aintenance cost and the availability of the spare parts should also be given due
importance.
They also introduce some good financeIdiscount schemes for students.
91
Bi8!io"ra6h
15:e8sites
www.pulsarclub.com
www.mypulsar.com
www.ba$a$auto.com
www.mouthshut.com
www.bike,.com
www.quiker.com
www.moneycontrol.com
5. ..>.:othari, >esearch methodology methods and techniques
92
93
IUESTIONNAIRE
+ame% [[[[[[[[[ Age[[[[[[[[[.
<ccupation% [[[[[[[(h.+o.I&ob. +o[[[[[.
Address[[[[[[[[..
\12 )hich Bike do you have]
1a2 -ero -onda 1b2 Ba$a$ 1c2 T/" 1d2other

\52 )hich &odel do you have]
1a2-ero -onda% 6 1."plendor 5. (assion ?. :ari,ma 3.<ther
1b2Ba$a$% 6 1. (latina 5. 7iscover ?. (ulsar 3.<ther
^ T/"%6 1. Glame 5. Apache ?."tar city 3.<ther
\?2 In which Gamily Income do you Gall]
1a2 1444446544444 1b2 5444446?44444
^?444446344444 1d2Above 344444
\32 Gor how long do you own a Bike]
1a2461 year 1b2165 year
^56? year 1d2above ? years
\92 Gor what purpose do you use your &otor Bike]
94
1a2<ffice (urpose 1b2 (ersonal (urpose
^'ntertain 1d2 <ther
\D2 -ow did you come to know about this &otor Bike ]
1a2+ewspaper 1b2 Television
^&aga,ines 1d2 GriendsI>elatives
\C2 Are you satisfied with the performance of the bike that you are currently having]
1a2Ees 1b2 +o 1c2.anOt say
\;2 7oes Advertisement Influence your decision in choosing a &otor Bike]
1a2Ees 1b2+o 1c2 .anOt say
\B2 7id you had full knowledge about Bikes before buying]
1a2Ees 1b2+o 1c2.anOt say
\142. )hich factor below influence your decision]
1a2(rice 1b2 &ileage \uality
^>esale /alue 1d2 "tatus "ymbol
95
\112 -ow would you rate the following factors of bikes with respect to different companies]
1a2-ero -onda 1b2Ba$a$ 1c2T/"
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(rice[[[[[[[[[[[[
(ick up[[[[[[[[[[[
&aintenance[[[[[[[[...
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Brand Image[[[[[[[[[
\152 If you have the bike (ulsar and new bike comes in market with some good features then
would you like to change your bike]
1a2Ees 1b2+o 1c2.anOt say
\1?2 Any "uggestions for .ompany
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[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[
7ate%
(lace% signature
96