BRANDING STRATEGY OF BAJAJ PULSAR DTSi

SUBMITTED BY SHANTANU

INTRODUCTION
It is India's largest and the world's 4th largest two-

and three-wheeler maker. Bajaj Auto came into existence on November 29, 1945 as M/s Bachraj Trading Corporation Private Limited. In 1959, it obtained license from the Government of India to manufacture two- and three-wheelers and it went public in 1960.

PULSAR DTSi
Before the introduction of the Pulsar, the Indian

motorcycle market trend was towards fuel efficient, small capacity motorcycles (that formed the 80-125 cc class). 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.

ADVERTISING STRATEGY
Bajaj used to convey the feeling of ‘Indianness’ in its

ads. With a punch line ‘Hamara Bajaj’ Bajaj drove into everybody’s hearts and the title song of ‘Naye Bharat Ki Naye Tasveer’ added a great value to its mobikesand scooters. But recently, its punch line i.e. ‘Hamara Bajaj’ got converted to ‘Inspiring Confidence’ Bajaj is always known for its ads without well-known brand ambassadors

Bajaj is always known for its outstanding ads The concept of Definitely Male was well accepted by the people and Bajaj came out with some astonishing ads.

Getting on to his bike, a man gets all set to make a

move. As he puts his helmet on, a message appears on the windshield, 'Partially sunny from 16:37 hrs.'

While the biker cruises through the city, some army men are out for their jog. Just before they cross a road, a zebra crossing forms ahead them and disappears after them, while the biker waits patiently. A young lady talks to her beau on the phone, while an image of his forms before her. She switches the phone off and the image disappears, in time for her to catch a glimpse of the bike Riding on, he spots a child playing with a remote controlled toy. In the next shot the toy turns out to be a roller coaster, with children inside enjoying the ride.

As he takes off his helmet everything turns back to it's usual self. MVO: "Imagine a world as advanced as the new Pulsar DTSi... DTSi came out to be a good one with proper publicity advertisements and that too without any highly paid brand ambassadors A second ad wherein a man is shown performing various stunts on his DTSi Pulsar.

BAJAJ UNVEILS NEW BRAND IDENTITYNEW LOGO

The "flying B" as it has been named represents style and technology. "Flying B" form denotes speed and open form denotes the transparency. Bajaj has adopted a new brandline of "Inspiring Confidence". The Identity has a fresh new Blue colour. This Blue represents stability and strength of Bajaj.

Targeted at the youth segment The Bajaj Pulsar has been designed and styled as a

mean masculine robust machine . Sporty Looks Supreme Performance Riding Comfort

WHAT ARE THE IPR INVOLVED TO PROTECT THE BRAND PATENT :
1.DTSi Technology
Bajaj Auto holds an Indian patent for the DTSi technology. DTSi stands for Digital Twin Spark Ignition . It involved usage of two spark plugs (instead of the usual choice of one) per engine cylinder. 2. ExhausTECTechnology "The Indian Patent Office granted Bajaj Auto a patent for its 'ExhausTEC' invention vide Patent No 231498 dated March 5, 2009. Bajaj Auto claimed that ExhausTEC significantly improves low- and mid-range torque in a single cylinder four stroke engine, employing a chamber of predetermined volume attached to the exhaust pipe .

TRADEMARK

INDUSTRIAL DESIGN

REFERENCES
www.indiaprwire.com/pressrelease/auto  www.2wheelsindia.com/2006/11/new-bajaj-pulsar200-cc-picsimages  www.2wheelsindia.com/2006/12/bajaj-pulsar-200-ccdtsi  www.scribd.com/doc/12751786/Bajaj-Hard-Copy www.vicky.in/straightfrmtheheart/pulsar-200cc

-versus-new-karizma

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