A

PROJECT REPORT
A survey to study positioning strategy for pulsar and its effect

SUBMITED BY

UNDER THE GUIDANCE OF

SURESH BABU.P

Mr. ROHIT C KALASKAR

REG.NO.MBA/08/62

DIRECTOR OF ACADEMIC

HUBLI EDUCATION TRUSTS

INSTITUTE OF MANAGEMENT STUDIES
RAIKAR PLAZA VIDYA NAGAR HUBLI

150cc BIKES

DECLARATION
I hereby declare that this project that report entitled a survey to study
Positioning strategy for pulsar and its effects
The project work has been prepared by me under the guidance of Mr. Rohit C
Kalaskar director.

Place: Hubli
Date:
(Suresh Babu P)

CERTIFICATE

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

has prepared the project title a survey to study Positioning strategy for pulsar and
its effects has been prepared under the support and guidance of Mr.Rohit
Kalaskar. This project was given to me by Mr.Rohit Kalaskar to make me aware of
the steps of how to prepare a summer training project.

ACKNOWLEDGEMENT

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

Studies Hubli for providing us with all facilities to do this project.

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

thank the almighty god for making me an instrument to write and prepare this
project.

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

making and presenting this project.

Finally thanks to Mr.Rohit C Kalaskar Sir without his moral support this could not
have been a great success for me.

Abstract

The survey to study Positioning strategy for pulsar and its effects is prepared
under the guidelines of Mr.Rohit C Kalaskar (Director and Faculty).
This project report provides a gathering of knowledge about demand of different
bike brands in Hubli city, as well as it also provides detail knowledge about the
consumer preference towards different bike brands.
There is a sufficient of data analysis and conclusions are given in the research
paper. On the basis of feedback through questionnaire and observation method, I
find out that the Hubli consumer has changed their strategy towards the products
and starts to purchase them on the basis of their quality.
As the result, there is close competition between the companies.
The each of them are increasing their products, qualities, and looks and providing
better services everyday.
Our analysis is based on sample results. It was a difficult task to gather the
information from respondents by meeting them personally in order to get
questionnaire filled. There was a lot of time pressure and sometimes unwillingness
of respondents to respond.
Mr.Rohit C Kalaskar
(DIRECTER)

INDEX
CHAPTER.1
Introduction & Design of the study
Statement of the study
Objectives of the study
Need for the study
Methodology
(a) Size of the sample
(b) Sampling design
(c) Sample technique
Data collection
Hypothesis (Formula)
Geographical area of study
Data analysis
Limitation
CHAPTER.2
An over view of the study
CHAPTER.3
Opinion of the study
CHAPTER.4
Survey of findings suggestion and conclusion

CHAPTER-1

Executive summery
The research titled positioning strategy for pulsar and its effect. It helps to
understand which strategy Bajaj Company is using to position the pulsar in the
market. This research is carried out as per the steps of market research process. To
meet the objectives primary research is undertaken.

The group's flagship company, Bajaj Auto, is ranked as the world's fourth largest
two- and three- wheeler manufacturer and the Bajaj brand is well-known across
several countries in Latin America, Africa, Middle East, South and South East
Asia.

The bajaj company had introduced pulsar bike with 150cc in 2001. After words the
bajaj company keeps on altering the model of the pulsar. Till 2003 they were
modifying pulsar 150cc only than they released pulsar180cc in
2003.simultaneously they introduced 200cc and 220cc in 2005and 2007.
The main objectives of this project are to under stand which strategy bajaj has
used to position pulsar in the market and to study how bajaj pulsar effects the other
two wheelers the methodology of the project is exploratory method and sample
200, geographical area is Hubli.

Introduction
There was a time when the bike companies ignores in the market, they took no any
interest to produced or sell products in the market in India. It was the initial stage
of bike companies in India. As per as the time had passed, the strategy and
marketing style of bike companies had been changed.
The research titled positioning strategy for pulsar and its effect. It helps to
understand which strategy Bajaj Company is using to position the pulsar in the
market. This research is carried out as per the steps of market research process. To
meet the objectives primary research is undertaken.
The Bajaj Group is amongst the top 10 business houses in India. Its footprint
stretches over a wide range of industries, spanning automobiles (two-wheelers and
three-wheelers), home appliances, lighting, iron and steel, insurance, travel and
finance.
The group's flagship company, Bajaj Auto, is ranked as the world's fourth largest
two- and three- wheeler manufacturer and the Bajaj brand is well-known across
several countries in Latin America, Africa, Middle East, South and South East
Asia.
The present Chairman of the group, Rahul Bajaj, took charge of the business in
1965. Under his leadership, the turnover of the Bajaj Auto the flagship company
has gone up from Rs.72 million to Rs.46.16 billion (USD 936 million), its product
portfolio has expanded from one to and the brand has found a global market. He is
one of India's most distinguished business leaders and internationally respected for
his business acumen and entrepreneurial spirit.

Design of the study

The design of the study determines the steps to be followed to conduct the study
and the important topics, which are to be covered in the study.

This research is carried out as per the steps of market research process. To meet the
objectives primary research is undertaken.

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

actual theory with that observed in picture.

The basic study on attempt has been made to separate the various respondents on
basis of their age, income, education, profession and external factors.

Statement of the problem

A survey study to positioning strategy for pulsar and its effect in Hubli City

It is to know the opinion of the consumer about the Bajaj pulsar bike.

Objectives

There are following objectives of the project:1. To under stand which strategy Bajaj has used to position pulsar in the market
2. To study how Bajaj pulsar effects the other two wheelers
3. To study why the customer use particular brand
4. To study which factors has influenced the customer to buy Bajaj pulsar
5.

To know the who are the competitors for Bajaj pulsar

Need for the Study

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

RESEARCH METHODOLOGY

SAMPLE DESIGN

SAMPLE UNIT: - All working people are included both the genders i.e. males and
females irrespective of their education level.

SAMPLE SIZE: - 200

SAMPLE REGION: - Hubli city

SAMPLING PROCEDURE: - Random Sampling

DATA COLLECTION METHOD

PRIMARY DATA

Primary data was collected through a self administrated questionnaire. This

questionnaire aims to gather information related to various Branded bikes

SECONDARY DATA

Secondary data was collected through magazines, research papers, internet etc.

Data collection
Questionnaire design
As the questionnaire is self administrated one, the survey is kept simple and user
friendly. Words used in questionnaire are readily understandable to all respondent.
Also technical jargons are avoided to ensure that there is no confusion for
respondents.

Definition of the Problem

The study of opportunity for bike companies in the market is a sum total of
different analytical survey of different bike companies in the Hubli area. In one
sense, we can say that it is determination of how much market captured by
different bike companies

Changing lifestyles

Rising per capital income, increased literacy and fast urbanization have caused fast
growth and change in demand patterns. The rising aspiration levels, increase in
spending power has led to a change in the consumption pattern.

Hypothesis

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

hypothesis towards to made this project.

Geographical area of study

This geographical area is concerned to the where I conducted serve to analyze
which is the best bike brand in the Hubli citys.
I conducted serve in the serve in Hubli City areas like Gokul road, CBT, Aruna
colony, Navanagar, Maruti Nagar, Sirur park circle, Desh pandye nagar etc.

Limitations
While surveying I encounter with some problems like some people were not
willing to respond and few of them who responded were in hurry hence the active
participation was lacking.

Due to which we faced difficulties in collecting information regarding our

questionnaire.

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

CHAPTER-2

Over view
Bajaj Auto Ltd
"Inspiring Confidence"

Founder
Year of Establishment
Industry
Business Group
Key people
Listings & its codes
Presence

Jamnalal Bajaj
1926
Automotive - Two & Three Wheelers
The Bajaj Group
Rahul Bajaj (Chairman), Rajiv Bajaj (Managing
Director)
BSE - Code: 500490; NSE - Code: BAJAJAUTO
Distribution network covers 50 countries.
Dominant presence in Sri Lanka, Bangladesh,
Columbia, Guatemala, Peru, Egypt, Iran and
Indonesia

Joint Venture
Registered & Head Office

Kawasaki Heavy Industries of Japan

Akurdi
Pune - 411035
India
Tel.: + (91)-(20)-27472851
Fax: + (91)-(20)-27473398

Works

Akurdi, Pune 411035

Bajaj Nagar, Waluj Aurangabad 431136
Chakan Industrial Area, Chakan, Pune 411501

E-mail
Website

rahulbajaj@bajajauto.co.in
http://www.bajajauto.com/

Low cost cars

Bajaj Auto says its $2,500 car, which it is building with Renault and Nissan Motor,
will aim at a fuel-efficiency of 30 km/liter, or twice an average small car, and
carbon dioxide emissions of 100 gm/km.
It is a Tata Nano competitor. The Bajaj venture will have an initial capacity of
400,000 units, while Tata expects eventual demand of 1 million Nano.
Two wheelers in India
Bajaj

Avenger Boxer CT 100 Discover Eliminator Legend

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

 Honda Spiel Cars India Limited

Competitors of engine and Transmission

This must be easiest section to decide, since three of the competitors Hero
Hondas Hunk, CBZ X-Treme and Hondas unicorn share the same engine.
Unicorns 149.2cc was the least power producer yet it scores full points for its
refinement. Unicorns engine develops 13.3bhp at 8000rpm and 12.75Nm of
6500rpm. Hero Honda offers the same engine with little more power (0.8bhp) for
both the Hunk and the CBZ X-treme. Pulsar 150cc engine is one of the best
engines made by the bajaj. The twin spark 149cc engine produces 14bhp at
8500rpm. Suzuki GS 150R is an air-cooled 4 stroke, SOHC with a displacement
of 150cc with max power of 13.8 bhp @ 8500 rpm and max torque of 13.8Nm @
6000 rpm. The transmission is 6 speeds with front disc brake and rear swing arm
type coil spring which is oil and gas dumped. The fuel tank capacity is 15.5 liters
with a ground clearance of 160mm weighing and 149 kgs (curb mass) The Suzuki
GS 150R comes with the features like digital speedometer with dual modes , rear
suspension with separate reservoir Tank, sporty headlight , LED tail Lamp and
integrated Rear turn Signal and new engine design with SJCS (Suzuki Jet cooling
system) I took a TD of the Suzuki GS 150R the pros that i noted was:-The engine
was refined thereby giving a smooth ride the pick up was good Gear shifting was
smooth Front disc brake had a good grip Stylish Sporty Design 6 Gears On road
mileage of 45-50 kmpl Engine Balancer technology to reduce the vibration caused
by the engine. TVS apache rtr is powered by a 160cc engine which produces
15.2bhp at 8500 rpm and 13.1Nm at 6000 rpm. Clearly, Apache RTR is the best
among the traits in terms of performance. Apache RTR has higher power to
weight ratio 111.7bhp/ton. Apache can push the red line even up to 12000rpm. The
extra 10cc plays a main role for the RTR and it is the only bike in the segment

capable of breaching the 110kmph mark with appreciable control. All the bikes in
the 150cc segment breathes through CV carburetor, in India, Fuel Injection (FI) is
yet to make a wave. All the bikes Pulsar, Unicorn, CBZ Xtreme, apache RTR and
Hunk features 5-speed (1-down 4-up pattern) gearbox. Their way of functioning
and design varies. Apache RTR, Hero Honda Hunk and CBZ Xtreme targets young
customers and hence gear shifting is through toe levers. In Unicorn and Pulsar
150cc it is through heel and toe levers.
Hubli market is one of the best opportunities for the bike sector. In some sense we
can say that Hubli city market is future of bikes. The life style of Hubli city
consumers is changing.
The Indian market and the marketing strategy have become the latest marketing
buzz word for most of the bike majors. They added the strategies of different bike
companies for capturing Hubli city market like Bajaj, Hero Honda, TVS, Honda,
Yamaha, Suzuki,
Factors such as strong distribution network and market awareness are few
prerequisites for making an impression in the bikes market.
The characteristics of the market in terms of low and spread out population and
limited purchasing power make it a difficult market to capture.
The Bottom of the pyramid marketing strategies and the 4 A's model of
Availability, Affordability, Acceptability and Awareness provide us with a means of
developing appropriate strategies to tackle the market, it is a study of different car
companies used by Hubli city consumers. It will provide information about
consumers preferences towards a good car company which is too unique and
different from those above researches.

What is the marketing strategy?

It differs. We have started selling high-end products like the Pulsar in Indonesia
where the Japanese control over 90 per cent of the market. The Nigerian market is
completely Chinese, dominated by very cheap and poor quality products. Seventy
per cent of motor cycles are used as taxis in Nigeria where people want a strong
motor cycle with a long seat. So, we launched the Boxer S - a new avataar of the
Boxer we used to sell in India. We launched the product in July 2006 and it now
sells 5,000 a month. The selling point in Nigeria is the Bajaj brand which offers
high quality, high reliability and high fuel efficiency. In Indonesia, the Bajaj brand
reflects high performance and high price.

What is the branding strategy?

We sell under the Bajaj brand. The only exception is Kawasaki with whom we
enjoy a long-standing relationship - in some markets like the Philippines;
Kawasaki sells our products under our brand. They also sell our motor cycles in
some Latin American markets as Kawasaki. Where they think they can charge a
higher price, they put their brand on the product.

What happened to the Pakistan export plans?

The Pakistan government is not keen to get motor cycles from India.
Once you export a million vehicles, how does your global position change?
We are the fourth largest two-wheeler maker after Honda, Yamaha and Suzuki in
the global market of 40 million units. The global market is growing at 3-4 per cent
a year, compared to our growth of 15-20 per cent (exports are growing even faster).
At this rate, our global market share should double in three years. We are very
close to Suzuki now. I think a few Chinese players may enter in the top-five
bracket.

Do you run exports out of India?

Three years ago, our entire team was in India. But this didn't work since many
markets are in different time zones. So, we set up an office in Mexico to serve
south and Central America; the Indonesia office looks after Indonesia and the
Philippines; the Dubai office takes care of Africa and the Middle East; and we've
put our teams in a few significant countries like Bangladesh, Sri Lanka, Egypt and
Nigeria.

How do you tackle fakes?

Our products and brands are registered, so by law, no one can copy them. But if
there's a copy, we take legal action. We saw copies of the Pulsar in Sri Lanka, for
instance, and went to the court and got an order against the Sri Lankan importer
who was importing the products from a Chinese player. Sri Lanka is the only place
where we sought legal recourse - we saw a few copies of the Pulsar in Iran. We'll
take legal recourse if we see its growing.

Will you buy foreign brands to grow overseas?

The combined market share of Honda, Yamaha and Suzuki is nearly 90 per cent in
most of the places we want to be, so there is no one left to target. Also, what do we
get by acquisition? We don't need any one's product. We might look at a company
which has a good distribution network. We are now creating the network.

Key features of bajaj pulsar bikes

Engine Oil Cooler to control the temperature and maintain the high speed and rpm.
Digital Odometer, Digital Speedo Meter, Digital Fuel Gauge and two Digital Trip
Meters contribute to enhanced riding comfort. Tubeless tyres for better road grip
and stability. First bike in India with large 33 mm front fork for better shock
absorbing

ability.

Constant

velocity

(CV) carburetor for

high

level

of

performance.zSplit seat for better riding and sitting comfort.

Pulsar bike have one unique feature

The all new Pulsar DTSi is packed with the path breaking next generation
technology of digital biking. Its various digital systems like capacitor discharge
ignition (CDI) system, Digital console and Digital Twin Spark ignition (DTSi)
provides efficient fuel combustion and better performance under all conditions.
The latest DTSi engine of Bajaj Pulsar DTSi, with twin spark plugs and 8 bit
microprocessor chip, generates the pulsating 18 ps of power to excite the bikers
and its advanced Exhaust TEC technology ensures the great performance at lower
rpm. The muscular aerodynamic shape of Pulsar DTSi and its 1350 mm of wheel
base with 17" large alloy wheels give this bajaj bike a robust presence on the road.

For the first time in India, Pulsar DTSi is equipped with an Oil cooler, tube less
tyres and new digital console that makes the Pulsar most sporty and stylish two
wheelers

on

Indian

CHAPTER.3

roads.

Opinion of study

After a good deal of consumer survey and marketing research, I have collected a
good collection of data. The analyses of those datas are given as follows:In the initial years, the Hubli city consumers preferred 150cc segment bike etc. but
from the last period of five years, the preference of Hubli city consumers towards
bikes has been changed.
An extremely large number of bikes of different companies are selling in Hubli
city market. The Hubli city consumers preference towards the different bike
companies are given below
1.
2.
3.
4.
5.
6.

Bajaj auto ltd

Hero Honda
Yamaha
Suzuki
Honda
TVS

Pulsar provides good mileage

Valid

Frequency

Percent

Valid Percent

yes

93

93.0

93.0

Cumulative
Percent
93.0

no

7.0

7.0

100.0

Total

100

100.0

100.0

Pulsar provides good mileage

Yes
No

Pulsar is available at lower price?

Valid

Frequency

Percent

Valid Percent

yes

78

78.0

78.0

Cumulative
Percent
78.0

no

22

22.0

22.0

100.0

Total

100

100.0

100.0

Pulsar is available at lower price?

no

yes

Pulsar gives better pick up?

Valid

Frequency

Percent

Valid Percent

yes

79

79.0

79.0

Cumulative
Percent
79.0

no

21

21.0

21.0

100.0

Total

100

100.0

100.0

Pulsar gives better pick up

no

yes

Bajaj pulsar has the good service center?

Valid

Frequency

Percent

Valid Percent

yes

94

94.0

94.0

Cumulative
Percent
94.0

no

6.0

6.0

100.0

Total

100

100.0

100.0

Bajaj pulsar has the good service center

no

yes

Pulsar more add-on features?

Frequency
Valid

Percent Valid Percent

yes

77

77.0

77.0

Cumulative
Percent
77.0

no

23

23.0

23.0

100.0

Total

100

100.0

100.0

Pulsar more add-on features?

no

yes

Do you suggest others to buy pulsar?

Valid

yes

Frequency

Percent

Valid Percent

67

67.0

67.0

Cumulative
Percent
67.0

no

33

33.0

33.0

Total

100

100.0

100.0

100.0

Do you suggest others to buy pulsar?

no

yes

Is a brand I trust? Pulsar

Freque
ncy

Percent Valid Percent

Cumulative
Percent

Valid

Neither Agree nor

disagree
agree

15

15.0

15.0

15.0

51

51.0

51.0

66.0

strongly agree

34

34.0

34.0

100.0

Total

100

100.0

100.0

Is a brand I trust? pulsar

60
50
40
30

Frequency

20
10
0
Neither Agree nor di

agree

strongly agree

Is a brand I trust? pulsar

Is a brand I trust? Apache rtr

Frequency

Percent Valid Percent Cumulative

Percent

Valid

disagree

11

11.0

11.0

11.0

Neither
Agree nor
disagree

22

22.0

22.0

33.0

agree

49

49.0

49.0

82.0

strongly
agree

18

18.0

18.0

100.0

Total

100

100.0

100.0

Is a brand I trust? apache rtr

60
50
40

Frequency

30
20
10
0
disagree

agree

Neither Agree nor di

Is a brand I trust? apache rtr

Is a brand I trust? Hero Honda cbz

sastrongly agree

Frequency
Valid

Percent Valid Percent

disagree

10

10.0

10.0

10.0

Neither Agree
nor disagree

25

25.0

25.0

35.0

agree

31

31.0

31.0

66.0

strongly agree

34

34.0

34.0

100.0

Total

100

100.0

100.0

Is a brand I trust? hero honda cbz

40

30

20

Frequency

Cumulative
Percent

10

0
disagree

agree

Neither Agree nor di

Is a brand I trust? hero honda cbz

Is a brand I trust? Yamaha fz

strongly agree

Frequency

Percent Valid Percent

Valid Neither Agree

nor disagree

7.0

7.0

7.0

agree

29

29.0

29.0

36.0

strongly agree

64

64.0

64.0

100.0

Total

100

100.0

100.0

Is a brand I trust? yamaha fz

70
60
50
40
30

Frequency

Cumulative
Percent

20
10
0
Neither Agree nor di

agree

Is a brand I trust? yamaha fz

Is a brand I trust? Honda unicorn

strongly agree

Frequency
Valid

strongly
disagree
disagree

Percent Valid Percent

1.0

1.0

1.0

18

18.0

18.0

19.0

Neither Agree
nor disagree

38

38.0

38.0

57.0

agree

31

31.0

31.0

88.0

strongly
agree
Total

12

12.0

12.0

100.0

100

100.0

100.0

Is a brand I trust? honda unicon

50
40
30
20

Frequency

Cumulative
Percent

10
0
strongly dsagree

Neither Agree nor di

disagree

Is a brand I trust? honda unicon

Is a brand I trust? Suzuki gs

agree

strongly agree

Frequency
Valid

Percent Valid Percent

disagree

26

26.0

26.0

26.0

Neither Agree
nor disagree

39

39.0

39.0

65.0

agree

34

34.0

34.0

99.0

strongly agree

1.0

1.0

100.0

Total

100

100.0

100.0

Is a brand I trust? suzuki gs

50
40
30

F re q u e n c y

Cumulative
Percent

20
10
0
disagree
Neither Agree nor di

Is a brand I trust? suzuki gs

agree
strongly agree

Better riding comfort? Pulsar

Frequency
Valid

Percent Valid Percent Cumulative

Percent

Neither
Agree nor
disagree

9.0

9.0

9.0

agree

37

37.0

37.0

46.0

strongly
agree
Total

54

54.0

54.0

100.0

100

100.0

100.0

Better riding comfort? pulsar

Neither Agree nor di

strongly agree

agree

Better riding comfort? Hero Honda cbz

Frequency
Valid

Percent Valid Percent Cumulative

Percent

disagree

13

13.0

13.0

13.0

Neither
Agree nor
disagree

25

25.0

25.0

38.0

agree

51

51.0

51.0

89.0

strongly
agree
Total

11

11.0

11.0

100.0

100

100.0

100.0

Better riding comfort? hero honda cbz

strongly agree

disagree

Neither Agree nor di

agree

Better riding comfort? Apache rtr

Frequency
Valid

Percent Valid Percent Cumulative

Percent

disagree

9.0

9.0

9.0

Neither
Agree nor
disagree

18

18.0

18.0

27.0

agree

58

58.0

58.0

85.0

strongly
agree
Total

15

15.0

15.0

100.0

100

100.0

100.0

Better riding comfort? apache rtr

strongly agree

disagree

Neither Agree nor di

agree

Better riding comfort? Yamaha fz

Valid

Frequency

Percent

Valid Cumulative
Percent
Percent

disagree

17

17.0

17.0

17.0

Neither
Agree nor
disagree

34

34.0

34.0

51.0

agree

45

45.0

45.0

96.0

strongly
agree
Total

4.0

4.0

100.0

100

100.0

100.0

Better riding comfort? yamaha fz

strongly agree
disagree

agree

Neither Agree nor di

Better riding comfort? Honda unicorn

Frequency
Valid

PercentValid Percent Cumulative

Percent

disagree

2.0

2.0

2.0

Neither
Agree nor
disagree

12

12.0

12.0

14.0

agree

55

55.0

55.0

69.0

strongly
agree
Total

31

31.0

31.0

100.0

100

100.0

100.0

Better riding comfort? honda unicon

strongly agree

disagree
Neither Agree nor di

agree

Better riding comfort? Suzuki gs

Frequency
Valid

Percent Valid Percent Cumulative

Percent

disagree

9.0

9.0

9.0

Neither
Agree nor
disagree

49

49.0

49.0

58.0

agree

39

39.0

39.0

97.0

strongly
agree
Total

3.0

3.0

100.0

100

100.0

100.0

Better riding comfort? suzuki gs

strongly agree
agree

disagree

Neither Agree nor di

Makes me feel good because of its style pulsar

Frequency

Percent Valid Percent

Valid Neither Agree

nor disagree

8.0

8.0

Cumulative
Percent
8.0

agree

27

27.0

27.0

35.0

strongly agree

65

65.0

65.0

100.0

Total

100

100.0

100.0

Makes me feel good because of its style pulsar

70
60
50
40
30

Percent

20
10
0
Neither Agree nor di

agree

strongly agree

Makes me feel good because of its style pulsar

Makes me feel good because of its style Hero Honda cbz

Frequency
Valid

Percent Valid Percent

disagree

1.0

1.0

Cumulative
Percent
1.0

Neither Agree
nor disagree

24

24.0

24.0

25.0

agree

64

64.0

64.0

89.0

strongly agree

11

11.0

11.0

100.0

Total

100

100.0

100.0

Makes me feel good because of its style hh cbz

70
60
50
40
30

Percent

20
10
0
disagree

agree

Neither Agree nor di

strongly agree

Makes me feel good because of its style hh cbz

Makes me feel good because of its style apache rtr

Frequency
Valid

Percent Valid Percent

disagree

11

11.0

11.0

Cumulative
Percent
11.0

Neither Agree
nor disagree

23

23.0

23.0

34.0

agree

46

46.0

46.0

80.0

strongly agree

20

20.0

20.0

100.0

Total

100

100.0

100.0

Makes me feel good because of its style apache rtr

50
40
30

Percent

20
10
0
disagree

agree

Neither Agree nor di

strongly agree

Makes me feel good because of its style apache rtr

Makes me feel good because of its style Yamaha fz

Frequency
Valid

Percent Valid Percent

disagree

1.0

1.0

Cumulative
Percent
1.0

Neither Agree
nor disagree

13

13.0

13.0

14.0

agree

54

54.0

54.0

68.0

strongly agree

31

31.0

31.0

99.0

6.00

1.0

1.0

100.0

Total

100

100.0

100.0

Makes me feel good because of its style yamaha fz

60
50
40
30

Percent

20
10
0
disagree

agree

Neither Agree nor di

6.00
strongly agree

Makes me feel good because of its style yamaha fz

Makes me feel good because of its style Honda unicon

Frequency
disagree

10

10.0

10.0

Cumulative
Percent
10.0

Neither Agree
nor disagree

13

13.0

13.0

23.0

agree

53

53.0

53.0

76.0

strongly agree

24

24.0

24.0

100.0

Total

100

100.0

100.0

Valid

Percent Valid Percent

Makes me feel good because of its style honda

60
50
40

P e rc e n t

30
20
10
0
disagree

agree

Neither Agree nor di

sastrongly agree

Makes me feel good because of its style honda unicon

Makes me feel good because of its style Suzuki gs

Frequency
Valid

Missing

disagree

7.0

7.1

Cumulative
Percent
7.1

Neither Agree
nor disagree

25

25.0

25.3

32.3

agree

44

44.0

44.4

76.8

strongly agree

23

23.0

23.2

100.0

Total

99

99.0

100.0

System

1.0

100

100.0

Total

Percent Valid Percent

Makes me feel good because of its style suzuki gs

50
40
30

Percent

20
10
0
disagree

agree

Neither Agree nor di

strongly agree

Makes me feel good because of its style suzuki gs

Better resale value? Pulsar

Frequency

Percent

Valid Percent

strongly
disagree
disagree

1.0

1.0

Cumulative
Percent
1.0

6.0

6.0

7.0

Neither Agree
nor disagree

17

17.0

17.0

24.0

agree

53

53.0

53.0

77.0

strongly agree

23

23.0

23.0

100.0

Total

100

100.0

100.0

Valid

Better resale value? pulsar

strongly disagree
disagree
strongly agree
Neither Agree nor di

agree

Better resale value? Hero Honda cbz

Frequency

Percent Valid Percent

ValidNeither Agree
nor disagree

8.0

8.0

Cumulative
Percent
8.0

agree

34

34.0

34.0

42.0

strongly agree

58

58.0

58.0

100.0

Total

100

100.0

100.0

Better resale value? hh cbz

70
60
50
40

Frequency

30
20
10
0
Neither Agree nor di

agree

Better resale value? hh cbz

strongly agree

Better resale value? Suzuki gs

Frequency
Valid

6.0

6.0

Cumulative
Percent
6.0

29

29.0

29.0

35.0

Neither Agree
nor disagree

41

41.0

41.0

76.0

agree

24

24.0

24.0

100.0

Total

100

100.0

100.0

strongly
disagree
disagree

Percent Valid Percent

Better resale value? suzuki gs

strongly disagree
agree

disagree

Neither Agree nor di

Better resale value? Honda unicon

Frequency
Valid

Percent Valid Percent

disagree

13

13.0

13.0

Cumulative
Percent
13.0

Neither Agree
nor disagree

25

25.0

25.0

38.0

agree

50

50.0

50.0

88.0

strongly agree

12

12.0

12.0

100.0

Total

100

100.0

100.0

Better resale value? honda unicorn

60
50
40

Frequency

30
20
10
0
disagree

agree

Neither Agree nor di

Better resale value? honda unicorn

strongly agree

Better resale value? Yamaha fz

Frequency
Valid

Percent Valid Percent

disagree

22

22.0

22.0

Cumulative
Percent
22.0

Neither Agree
nor disagree

15

15.0

15.0

37.0

agree

46

46.0

46.0

83.0

strongly agree

17

17.0

17.0

100.0

Total

100

100.0

100.0

Better resale value? yamaha fz

50
40
30

Frequency

20
10
0
disagree

agree

Neither Agree nor di

Better resale value? yamaha fz

strongly agree

Better resale value? Apache rtr

Frequency
Valid

PercentValid Percent Cumulative

Percent
26.0
26.0
26.0

disagree

26

Neither
Agree nor
disagree
agree

7.0

7.0

33.0

53

53.0

53.0

86.0

14

14.0

14.0

100.0

100

100.0

100.0

strongly
agree
Total

Better resale value? apache rtr

60
50
40

F requenc y

30
20
10
0
disagree

agree

Neither Agree nor di

Better resale value? apache rtr

strongly agree

CHAPTER.4

Findings
The position strategy of bajaj pulsar is kept on changing models according to the
market scenario
The pulsar became the bench mark of 150cc segment bikes
The pulsar bike was produced and released by bajaj auto Ltd .it is an Indian
company. Better pick up, stylish, energetic factors made the customers to use the
bajaj pulsar. It gives proud feel to the user and 84% of 20-30 age group people are
using the bajaj pulsar and 16% of other age group people are using the particular
brand.

Bajaj packs its bike with user friendly features to sell its bikes. Pulsar 150cc is the
first bike to feature digital instrumentation and LED tail lights. Pulsars instrument
panel is neatly laid out. Cable free speedometer is a useful feature in the pulsar
150cc.
The main competitors for bajaj pulsar are
1.
2.
3.
4.
5.

Hero Honda CBZ Extreme and Hunk

TVS-Apache RTR
Yamaha- FZ S
Honda- Unicorn
Suzuki- GS

Conclusion

The position strategy for the bajaj made the pulsar to become the bench mark in
150cc segment bike. The comfort, mileage and pick up are the influencing factors
to use the pulsar bike. The position strategy for the pulsar was to keep on
modifying their models according to the customer requirements and new
technology. It affects the sales of the other automobile companies who are
involved in 150cc bikes manufacturing

QUESTIONAIRE: ------HUBLI EDUCATION TRUST

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

Date: -

/08/2009

Address: ________________________________
________________________________
Age:
Gender:

20-30

30-40

Male

40-50

50-60

Female

Education qualification: Under graduation

Post graduation
Profession: Business man
Student

Govt Employee

Graduation
Pvt Employee

Contact no: _______________________

SECTION 2
Pulsar provides good mileage?

Yes

No

Pulsar is available at lower price?

Yes

No

Pulsar gives better pick up?

Yes

No

Bajaj pulsar has the good service center?

Yes

No

Pulsar more add-on features?

Yes

No

Do you suggest others to buy pulsar?

Yes

No

Is a brand I
trust?
Bajaj Pulsar

Strongly
Disagree

Disagree

Neither
Agree nor
disagree

Agree

Strongly
Agree

Hero Honda CBZ

TVS Apache RTR
Yamaha FZ
Better
Honda riding
Unicorn
comfort?
Suzuki
GS
Bajaj Pulsar
Hero Honda CBZ
TVS Apache RTR
Yamaha FZ
Honda Unicorn
Suzuki GS

Strongly
Disagree

Disagree Neither
Agree nor
disagree

Agree

Strongly
Agree

Makes me feel
good because of
its style?
Bajaj Pulsar

Strongly Disagree Neither

Disagree
Agree nor
disagree

Agree Strongly
Agree

Hero Honda CBZ

TVS Apache RTR
Yamaha FZ
Honda resale
Unicorn
Better
value?
Suzuki
GS
Bajaj Pulsar
Hero Honda CBZ
TVS Apache RTR
Yamaha FZ
Honda Unicorn
Suzuki GS

Strongly
Disagree

Disagree Neither
Agree Strongly
Agree nor
Agree
disagree