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. And now in 2010 introduced new models of pulsar 150cc and 220cc.

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.

Key features of bajaj pulsar bikes

Engine Oil Cooler to control the temperature and maintain the high speed and rpm. Digital
Odometer, Digital Speedo Meter, Digital Fuel Gauge and two Digital Trip Meters contribute to
enhanced riding comfort. Tubeless tyres for better road grip and stability. First bike in India with
large 33 mm front fork for better shock absorbing ability. Constant velocity (CV) carburetor for
high level of performance.zSplit seat for better riding and sitting comfort.

Pulsar bike have one unique feature

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

Competitors of engine and Transmission

This must be easiest section to decide, since three of the competitors – Hero Honda’s Hunk,
CBZ X-Treme and Honda’s unicorn share the same engine. Unicorn’s 149.2cc was the least
power producer yet it scores full points for its refinement. Unicorn’s engine develops 13.3bhp at
8000rpm and 12.75Nm of 6500rpm. Hero Honda offers the same engine with little more power
(0.8bhp) for both the Hunk and the CBZ X-treme. Pulsar 150cc engine is one of the best engines
made by the bajaj. The twin spark 149cc engine produces 14bhp at 8500rpm. Suzuki GS 150R is
an air-cooled 4 stroke, SOHC with a displacement of 150cc with max power of 13.8 bhp @ 8500
rpm and max torque of 13.8Nm @ 6000 rpm. The transmission is 6 speeds with front disc brake
and rear swing arm type coil spring which is oil and gas dumped. The fuel tank capacity is 15.5
liters with a ground clearance of 160mm weighing and  149 kgs (curb mass) The Suzuki GS
150R comes with the features like digital speedometer with dual modes , rear suspension with
separate reservoir Tank, sporty headlight , LED tail Lamp and integrated Rear turn Signal and
new engine design with SJCS (Suzuki Jet cooling system) I took a TD of the Suzuki GS 150R
the pros that I noted was:-The engine was refined thereby giving a smooth ride the pickup 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.

Coimbatore market is one of the best opportunities for the bike sector. In some sense we can say
that Coimbatore city market is future of bikes. The life style of Coimbatore 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
Coimbatore 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 Coimbatore city
consumers. It will provide information about consumer’s preferences towards a good car
company which is too unique and different from those above researches.

Objectives
Primary objective

1. To understand which strategy Bajaj has used to position pulsar in the market

Secondary objective
1. To study how Bajaj pulsar effects the other two wheelers
2. To study why the customer use particular brand
3. To study which factors has influenced the customer to buy Bajaj pulsar
4. 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 Coimbatore city?

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

 Research design
Descriptive research is used to obtain information concerning the current status of the phenomena to
describe "what exists" with respect to variables or conditions in a situation. The methods involved range
from the survey which describes the status quo, the correlation study which investigates the relationship
between variables, to developmental studies which seek to determine changes over time.

Descriptive research, also known as statistical research, describes data and characteristics about
the population or phenomenon being studied. Descriptive research answers the
questions who, what, where, when and how.

Sampling technique:
simple random sample is a subset of individuals (a sample) chosen from a larger set (a population).
Each individual is chosen randomly and entirely by chance, such that each individual has the
same probability of being chosen at any stage during the sampling process,

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.

About Bajaj
The Bajaj Group is amongst the top 10 business houses in India. Its footprint stretches over a wide range of
industries, spanning automobiles (two-wheelers and three-wheelers), home appliances, lighting, iron and steel,
insurance, travel and finance. The group's flagship company, Bajaj Auto, is ranked as the world's fourth largest two-
and three- wheeler manufacturer and the Bajaj brand is well-known across several countries in Latin America, Africa,
Middle East, South and South East Asia. Founded in 1926, at the height of India's movement for independence from
the British, the group has an illustrious history. The integrity, dedication, resourcefulness and determination to
succeed which are characteristic of the group today, are often traced back to its birth during those days of relentless
devotion to a common cause. Jamnalal Bajaj, founder of the group, was a close confidant and disciple of Mahatma
Gandhi. In fact, Gandhiji had adopted him as his son. This close relationship and his deep involvement in the
independence movement did not leave Jamnalal Bajaj with much time to spend on his newly launched business
venture. 

His son, Kamalnayan Bajaj, then 27, took over the reigns of business in 1942. He too was close to Gandhiji and it
was only after Independence in 1947, that he was able to give his full attention to the business. Kamalnayan Bajaj
not only consolidated the group, but also diversified into various manufacturing activities. The present Chairman of
the group, Rahul Bajaj, took charge of the business in 1965. Under his leadership, the turnover of the Bajaj Auto the
flagship company has gone up from INR.72 million to INR. 120 billion, its product portfolio has expanded and the
brand has found a global market. He is one of India’s most distinguished business leaders and internationally
respected for his business acumen and entrepreneurial spirit.

Introduction to pulsar bike

Key feature
STYLE

Feature
All Black Engine. Aerodynamic tank flaps.
Aggressive masked fairing with wolf eyed
headlamps. Back-lit LCD digital speedo &
tachometer console. Twin slashed L.E.D
tail lamp.
Clip-on Handle bar
Benefit
All black styling adds to the aggressive and mean
look. Light sensitive digital cockpit for great day
night visibility. Bulb free tail lamp assembly
means near-zero maintenance.
Sporty Look

Bigger Carburetor Better Throttle Response

ENGINE

Feature Benefit
4 stoke, DTS-i 150 cc, 14.09 Ps. Legendary DTS-i technology with proven track
record for more power, more mileage &
 ultimate refinement.
ExhuasTEC (Torque Expansion Chamber) Improves engine torque at low rpm and provides
Technology* for the exhaust technology abundant latent power at any stage of riding to
ensure effortless pulling for any load conditions.
State of the art feature at the heart of Digital Optimum ignition timing for any engine rpm
Biking: Digital C.D.I. Unit, Digital Twin resulting in better throtle response and reduced
Spak Ignition, TRICS III. emissions.

SUSPENSION

Feature Benefit
Telescopic front suspension with anti Superior suspension characteristics giving plush
friction bushes. comfortable ride on all terrains.

Nitrox rear suspension (Nitrogen Oxide

assisted gas shocker with 
5 step adjustable suspension).
ALLOY WHEELS

Feature Benefit
High performance 17" alloy wheels. Lighter, Stronger and Safer giving superior
agility.
ELECTRICALS

Feature Benefit
12 V full DC. Better starting & uniform illumination at variable
speed even at stand still.
FRAME

Feature Benefit
Beefed up frame with 1320 mm wheelbase. More strength and high stability with
exceptionally tight turning radius.

TECHNICAL SPECS
 

Engine

Type 4-stroke, DTS-i, air cooled

Displacement 149.01cc
Max. Power (Ps @ RPM) 15.06 Ps @ 9000 rpm

Max. Torque (Nm @ RPM) 12.5 Nm @ 6500 rpm

Suspension

Front Telescopic, 135 mm stroke

Triple rated spring, 5 way adjustable with 105 mm travel Nitrox shock
Rear
absorber

Brakes

Front 240 mm Disc

Rear 130 mm Drum

Tyre

Front 90/90 x 17 - Tube

Rear 100/90 x 17 - Tube

Fuel Tank

Total litres (reserve, usable) 15 litres (3.2 litres reserve, 2 litres usable)

Electricals

System 12 V Full DC

Headlamp (Low/High Beam-

35/35 W with 2 pilot lamps
Watts)

Dimensions

Wheelbase 1320 (mm)

Kerb Weight 143 Kg

Colours
  Plasma Blue
   Cocktail Wine Red
   Misty Grey Silver
   Midnight Black
Technology
DTS-I - DIGITAL TWIN SPARK IGNITION

Digital Twin Spark Ignition Technology is a revolution in the modern motorcycling era in the country today and we
are the first to offer it to Consumers. This technology offers phenomenal performance augmentation and was
introduced for the first time on the highly successful Pulsar twins. It is also being patented by Bajaj Auto Ltd. 

For faster and better combustion. Currently one spark plug at one end of the combustion chamber is the
conventional practice. The flame front created by the spark takes some time to reach the farthest portion of the
combustion chamber. This leads to slower burning of the air-fuel mixture and creates limitations in optimizing the
combustion chamber characteristics. Two spark plugs at either ends of the combustion chamber help in faster and
better combustion. 
This combustion process of using 2 spark plugs is patented by Bajaj Auto (Patent No.195904)

IGNITION WITH A DIGITAL C.D.I.

A Digital C.D.I. with an 8 bit microprocessor chip handles the spark delivery. The programmed chip’s memory
contains an Optimum ignition timing for any given engine rpm, thereby Obtaining the best performance
characteristics from the combustion chamber. Working together with the Trics III system, it delivers optimum ignition
timing for varying load conditions.

TRICS III

Throttle Response Ignition Control System III Generation. It is a means of controlling the ignition by operating the
throttle. Depending on the needs of the rider whether it be cruising, acceleration or max speed, the ignition
requirements constantly change. Based on a particular amount of throttle opening, the magnetic field generated by
the magnet opens or closes the reed switch. The reed switch is connected to the Digital C.D.I., which signals the
C.D.I. to change / switch, the desired ignition advance timing maps. This helps in achieving a good balance between
drive ability and optimum ignition spark advance, resulting in an almost perfect ignition spark advance for every
throttle opening and engine rpm.

CONSTANT VELOCITY (CV) CARBURETOR

The CV carburetor continues to provide high level of performance.

EXHAUSTEC

ExhausTEC (Patent Number 231498) is a device incorporated in exhaust system of ‘Pulsar DTS-i’ engine. ‘TEC’ stands
for ‘Torque Expansion Chamber’. This world-first technology developed by Bajaj Auto improves the ‘scavenging’
process. The exhaust system has this revolutionary feature Incorporated, which drastically improves engine torque at
low revs without compromising anything at mid or high engine revs. It has been extensively optimized to get the
Maximum possible performance out of the engine. The silencer also has a characteristic tonal quality to it. It gives
out a pleasant sounding low frequency ‘boom’ sound. While meeting the mandatory current noise norms, it gives the
bike an identity, which is different from any other bike, so as to make it very unique.