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4P's & Strategy


of Bajaj The Founder of the company is Jamnalal Bajaj & the name of group is Bajaj Group.The Establishment year is 1926 with Automotive - Two & Three Wheelers .Bajaj Pulsar is a MOTORCYCLE brand owned by Bajaj Auto in India. The two wheeler was developed by the product engineering division of Bajaj Auto in

association with motorcycle designer Glynn Kerr Tokyo R&D. There are four variants available -with engine capacities of 135 cc, 150 cc, 180 cc and 220 cc. It was also offered with a 200 cc DTS-i oil cooled engine.More than a million units of Pulsar were sold by November 2005. With monthly sales of more than 48,000 units in June 2009.

The 4ps & Strategy of BAJAJ PUSLAR

MARKETING MANAGEMENT BAJAJ PULSAR 4 P's By Aditya Sawant Danish Raj are, the Indian motorcycle market trend was towards fuel efficient, small capacity motorcycles (that formed the 80-125 cc class). The launch and success of Hero Honda CBZ in 1999 showed that there was demand for performance bikes. Bajaj took the cue from there on and launched the Pulsar twins in India on November 24, 2001. To capitalize on the growing market of performance and high end bikes Bajaj launched a series of models under the Brand name of Pulsar since its inception in 2001.* Brand Name : Bajaj Pulsar DTS-SI Specification * All black engine * Aerodynamics Flaps * aggressive mask fairing with wolf eyed headlamp. * Black lit LCD digital speedometer. * Twin slashed LED tail lamp.

Target Market: Pulsar is one of my favourite brands both as a bike rider

and as a marketer. A major part of the success was due to the classic advertising campaign by O&M. Bajaj targeted the 18-24 (age) with Pulsar but later found that the brand appealed to a much older audience. This helped Bajaj to change its target audience to 21-35 (age). Bajaj reassigns its media duties to two brands O&M and Leo Burnett, every six months. Bajaj launched its new technology DTSI. DTSi stands for Digital Twin Spark

Ignition which delivered more power and efficiency. The increased performance of the brand took Pulsar to greater heights. 2004 and 2005 saw some cosmetic changes in the brand which excited the customers and thus cementing Pulsar's position in the market. Bajaj earlier had another corporate tagline Inspiring Confidence".

Products in Market: Bajaj has made a number of motorcycles, scooters and


1960-1970 - Vespa 150 - Under the licence of Piaggio of Italy 1971 - three-wheeler goods carrier 1972 - Bajaj Chetak 1976 - Bajaj Super 1977 - Bajaj Priya 1977 - Rear engine Autorickshaw 1981 - Bajaj M-50 1986 - Bajaj M-80, Kawasaki Bajaj KB100, Kawasaki Bajaj KB125, 1990 - Bajaj Sunny 1991 - Kawasaki Bajaj 4S Champion 1993 - Bajaj Stride 1994 - Bajaj Classic 1995 - Bajaj Super Excel 1997 - Kawasaki Bajaj Boxer, Rear Engine Diesel Autorickshaw 1998 - Kawasaki Bajaj Caliber, Bajaj Legend, India's first four-stroke scooter, Bajaj Spirit 2000 - Bajaj Saffire 2001 - Eliminator, Bajaj Pulsar 2003 - Caliber115, Bajaj Wind 125, Bajaj Pulsar Bajaj Endura FX 2004 - Bajaj CT 100, New Bajaj Chetak 4-stroke with Wonder Gear, Bajaj Discover DTS-i 2005 - Bajaj Wave, Bajaj Avenger, Bajaj Discover 2006 - Bajaj Platina 2007 - Bajaj Pulsar-200 (Oil Cooled), Bajaj Kristal, Bajaj Pulsar 220 DTS-Fi (Fuel Injection) , XCD 125 DTS-Si 2008 - Bajaj Discover 135 DTS-i - sport (Upgrade of existing 135cc model) 2009 - Bajaj Pulsar 135(December 9)[5] (January) Bajaj XCD 135 cc ,Bajaj Pulsar 150 DTS-i UG IV,Bajaj Pulsar 180 DTS-i UG IV, Bajaj Pulsar 220 DTS-i , Bajaj Discover 100 DTS-Si,Kawasaki Ninja 250R

Motorcycles in current production are the XCD, Platina, Discover, Pulsar and Avenger. Bajaj also produces many motorcycles for other manufacturers, such as the Kawasaki Ninja 250R, and launched in 2011 is KTM Duke 125.

Price in market: Bajaj Pulsar is available with four variants which are
powered by four different capacities engines and delivers different level of engine power and performance. The price list Bajaj Pulsar variants like Bajaj pulsar 150cc, 180cc, 200cc and 220cc is given & compare with all the cities Bajaj Pulsar 220 CC DTS Fi Price Bajaj pulsar 200cc

Price Rs. 82500/- (Delhi) Price Rs. 85325/- (Mumbai) Price Rs. 82900/- (Chennai) Price Rs. 82475/- (Bangalore)

Price Rs. 72000/- (Delhi) Price Rs. 80000/- (Mumbai) Price Rs. 75000/- (Chennai) Price Rs. 77000/- (Bangalore)

Price Rs. 82400/- (Hyderabad) Price Rs. 76000/- (Hyderabad) Price Rs. 93620/- (Kolkata) Price Rs. 80900/- (Pune)
Bajaj New pulsar 150cc DTSi

Price Rs. 77500/- (Kolkata) Price Rs. 72000/- (Pune)

Bajaj New pulsar 180cc DTSi

Price Rs. 62637/- (Delhi) Price Rs. 61286/- (Mumbai) Price Rs. 62899/- (Chennai) Price Rs. 63058/- (Bangalore)

Price Rs. 65794/- (Delhi) Price Rs. 64264/- (Mumbai) Price Rs. 662300/- (Chennai) Price Rs. 66150/- (Bangalore)

Price Rs. 63917/- (Hyderabad) Price Rs. 67238/- (Hyderabad) Price Rs. 64286/- (Kolkata) Price Rs. 61286/- (Pune) Price Rs. 68198/- (Kolkata) Price Rs. 64264/- (Pune)

Place in market: Dealership system of Bajaj Auto:

The company has a network of 498 dealers and over 1,500 authorized Service centers across the country. A round1, 400 rural outlets have been created in towns with population of 25,000 and below. The various types of showrooms implemented by Bajaj Auto: COCO: Theses are compnay owned & company operated showrooms. These concepts exist only for pro-biking showrooms CODO: These are company owned & dealer operated showrooms. Showrooms are owned by the company but the operations in the showroom are managed by the dealer. Capitalizing on this fact, Bajaj motorcycles launched the Bajaj Pulsar motorcycle incorporating the latest technology and higher engine volumes. With Bajaj Pulsar, Bajaj Auto has been successful in creating a new

segment in the Indian motorcycle market catering to the younger generation that demands more powerful bikes at affordable prices. The Bajaj Pulsar is just the bike that exactly fits this definition and need. It's a cool bike that delivers pulsating performance and has throbbing looks to entice and charge up the young and definitely male Indian rider. Basically today scenario. Bajaj pulsar has shown a tremendous success. In targeting the upper middle class and middle class youth bajaj pulsar holds a excellent position in automotive market. The supply chain process at Bajaj Auto are shows :

Promotions in market: Pulsar was the bike that was launched by Bajaj
Auto without the collaboration of the Kawasaki Company. Also, this bike was a technological and a designing marvel. The creative promotion campaign for Bajaj Pulsar was handled by the renowned advertising agency Ogilv and Mather. The creative team decided to endow the bike with a gender. Taking this idea into consideration, the campaign with a tagline called Definitely Male" was launched. The promotion campaign, coupled with the design and the performance of the bike, helped the company in achieving excellent sales numbers for the Pulsar bike. Promotion Transitions Leo Burnett changed the positioning of the brand from "Definitely Male" to "Digital Biking" The promotion campaign was focused on the concept of "Free Biking" The underlying the me of the ad is to how two Pulsar riders discover a new route when the main road is blocked by a traffic jam. Bajaj Pulsar is also associated with a reality show called Stunt Mania that is aired on MTV channel. This show targets the audience in the age group of 18 and above. This show also mentions about bike maintenance and rider safety. 0 % Scheme:This scheme, a customer has to pay only nominal processing fees Company provide time to time give a some promotional schemes to the Conusmers.

Naye Bharat ki Nayi Tasveer," "Hamara Bajaj