Group 7

Anup Behera
A. Sai Gokul
Gurupprasad B.
Hariprasath Dharmaraju
Kancharla Siva Karthik
Mayank Gupta IBA
Rohit Iyer.N
Sunil Dath S.R.
Tarun Yadav
Viraj Suresh Joshi
BAJAJ PULSAR DTS-i
INDIAN TWO WHEELER INDUSTRY
 Overview and nature of the Industry:
 India is the second largest producer and manufacturer of the two
wheelers in the world. Indian two wheeler industry has got
spectacular growth in last few years. Bikes are major segment of
Indian two wheeler industry.
 Indian companies are among the largest two wheeler manufacturers
in the world.
 The two wheeler market was opened for Foreign companies in the
mid 80s.
 After facing it`s worst recession during early 90s, the two wheeler
industry bounced back with a 25% increase in volume sales in Feb.
1995.
 Industry Market size:
 In terms of volume, 4,613,436 units of two-wheelers were sold
in the country in 9MFY2005 with 256,765 units exported. The
total two-wheeler sales of the Indian industry accounted for
around 77.5% of the total vehicles sold in the period mentioned.
 Major players of the industry
 Hero Honda Motors Ltd
 Bajaj Auto Ltd
 Yamaha
 TVS
 BAJAJ AUTO LTD.
 Bajaj Auto is flagship company of Bajaj Group, which was founded by
Jamnalal Bajaj in 1926.
 Company manufactures motorcycles, scooters ,two wheelers and three
wheelers into different style, capacity and design.
 Main motorcycle brands are Pulsar, XCD, Platina, Discover, Avenger and
Kristal
 Commercial brands are GC MAX, RE 2S, RE 2S CNG, RE 4S, RE 4S CNG, RE
4S LPG, RE DISEL, RE GDI, MEGA MAX.
 Bajaj Auto is ranked as the world's fourth largest two- and three- wheeler
manufacturer.
 Under present Chairman Rahul Bajaj’s leadership Bajaj Auto gone up from
72 million to Rs.46.16 billion INR.
 VISION AND MISSION
Bajaj define it in term of brand identity, brand essence and brand values.
Brand Identity
Our customers are the primary audience for our brand. Our brand is the
visual expression of our thoughts and actions. It conveys to everyone our
intention to constantly inspire confidence.
Brand Essence
Our brand essence encapsulates our mission at Bajaj. It is the soul of our
brand. “Blending together youthful creativity and competitive technology
to exceed the spoken and the implicit expectations of our customers.
Our Brand Values
We live our brand by its values of Learning, Innovation, Perfection, Speed
and Transparency.
Bajaj will constantly inspire confidence through excitement engineering.
 OBJECTIVE OF BAJAJ AUTO

 Main objective of bajaj auto is “TPM-The prime mover-toward excellence”

 Continuously strive to excel with "customer focused" activities
 Innovation, speed and perfection
 To eliminate losses and also strive customer satisfaction 
 BAJAJ PULSAR DTS-I
Brand overview
 DTSi stands for Digital Twin Spark Ignition, a Bajaj Auto trademark.
Bajaj Auto holds an Indian patent for the DTSi technology. It involved
usage of two spark plugs per engine cylinder.
 Three variants of Pulsar brand: 150cc, 180cc, and 220cc are available
in market.
 Came with the famous punch line ‘Definitely male’.
 More than 1 million bike were sold in 2005.
 Market share of more than 43% in 150cc bike market.
BRAND LAUNCHING STRATEGIES
In late 2001 showed 'slice of life' situations of "new age "India. Analysts felt
that by 2004, Bajaj Auto Ltd's (BAL) image had undergone considerable
change in the mind of the target audience. BAL reinforced this through
another campaign called 'Inspiring Confidence' that year.
Bajaj Auto new corporate strategy announced in mid 2007, 'Distinctly
Ahead', was aimed at embedding these changes in the collective
consciousness of the company. It was aimed at offering consumers products
that were unique and at the forefront compared to its competitors. Com

The 'Distinctly Ahead' strategy focused on three core values - innovation,

speed, and perfection. Commenting on its new strategy, Rajiv Bajaj,
Managing Director, BAL, said, "We believe it is not good enough to be better,
it is important to be distinct.
 SUCCESS STORY OF PULSAR
ICICI Bank 2008
Bike India awards-Bike of the year (up to 250 cc)
Indian Motorcycle of the Year
2007
CNBC-TV18 Autocar Auto Awards-Bike of the Year
2004
OVERDRIVE Awards-Bike of the Year
2003
BBC World Wheels Award-Viewers' Choice Two Wheeler of Year
BBC World Wheels Award-Best Two Wheeler between Rs 55,000 to Rs 70,000
BBC World Wheels Award-Best Two Wheeler between Rs 45,000 to Rs 50,000
NFO Automotive-Motorcycle Total Customer Satisfaction Study
ICICI Bank OVERDRIVE Awards-Bike of the Year
2002
OVERDRIVE Awards-Most Exciting Bike of the Year
Analysis of the survey
 Aim of the survey
To understand the satisfaction level of the
existing customers.
1. Are you the user of Bajaj pulsar?

YES
No

93
 2. If yes, which variant?
70

63
60

50

150cc
40
Sum of 150cc
Sum of 180cc
30 Sum of 200cc
Sum of 220cc
22
20

180 cc
10
6
2 220 cc
200 cc
0
Total
 3. Feed back on Bajaj pulsar on the following
aspects. 5 being the highest and 1 being the least

a.SERVI
6
CE
18
5pts
42 4pts
3pts
2pts
1pts

17

10
 Quality

25
30
5pts
4pts
3pts
2pts
1pts

14

24
Maintenance

14 11

5pts
20 4pts
20 3pts
2pts
1pts

28
 Performance

16

39
5pts
15 4pts
3pts
2pts
1pts
23
 4.Aspects on which further improvement
needed?
45

40

35

30

25

20 40

15

10 20

12 13
5
8

0
service maintenance quality performance efficiency
5.If there is a new variant of bike’s cc, would
you encourage?

• Yes: 89
• No: 4
 Report and findings
• Customer satisfaction level is pretty good

• 83% of the people replied that they would

recommend it to others.

• Market is looking for a new variant (e.g..:

160cc, 170 cc etc)
 Pricing
Variant Price
150cc 65,250 Rs

180cc 68560 Rs

220cc 78180 Rs
THANK YOU