MARKETING

STRATEGIES

GROUP D4
 MARKETING STRATEGY

Marketing strategy concentrates on

Optimal utilization of limited resources.

To obtain greatest opportunities.

To increase sales.

To achieve a competitive advantage.

 MARKETING STRATEGY CONTD…

A marketing strategy should be centered around the

key concept that is Customer Satisfaction.

A marketing strategy includes product development,

placing, promotion,(4 P’s) distribution, pricing,
relationship management.
 BAJAJ - PULSAR

 The Bajaj Pulsar motorcycle is produced by the India-based Bajaj

Auto Ltd maker of two- and three-wheeled motorbikes.

 The Bajaj Pulsar was designed jointly by Bajaj Auto and Tokyo
R&D company.

 Initially production began in 2001 with two bikes

that is 150cc and 180cc model bikes with new technology
DTSI - TECHNOLOGY

 In 2006, the Pulsar emerged as the most popular 150cc and

larger selling motorcycle in India .
 HISTORY

 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.
 PRODUCT

Owned by Bajaj Auto in India .

5 Variants -135cc. 150cc. 180cc. 200cc. & 220cc.

Monthly sales is more than 48000 units (June

2010). & a market share of 43%.
 BAJAJ UNVEILS NEW BRAND IDENTITY-
NEW 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
 PRICE

ECONOMY SEGMENT(100ccsegment):
This segment is served by Bajaj Platina(100cc) and
Bajaj ct100.The showroom price of Platina is around
Rs35000 .

Premium segment(125cc-220cc):
This segment is served by Bajaj
pulsar(150cc,180cc,200cc) Discover. The price of
Discover is around Rs 58000.
ENGINE PRICE
CAPACITY

PULSAR(135cc) Rs 59000

PULSAR(150cc) Rs 64000

PULSAR(180cc) Rs 61000

PULSAR(200cc) Rs 75000

PULSAR(220cc) Rs 81500
 PLACE

Geographical Placing: - Geographical placing of

the product has divided into 4 markets and these
are: -
 Local
 National
 Regional

 International

Bajaj Auto Ltd used National Market for sale of

Pulsar.
 PROMOTION

The bike's performance triggered the brand

becoming an icon -[USP]

A major part of the success was due to the

classic advertising campaign by O&M -[UCP]
The birth of the “Definitely Male” campaign.

 The new product from Bajaj was distinctly different.

 Bajaj’s first bike without Kawasaki label.
 R&D and design marvel.
 O&M stuck upon the Big Idea of India's He-Bike.
 The Big Idea was to position the bike as World's first bike
endowed with a Sex (Gender).
Bajaj targeted the 18-24 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 years
Pulsar 200 is being launched with a new campaign
revolving round the concept of Free Biking.
Free Biking (as defined by the brand Pulsar) is all
about tackling obstacles.
According to company officials, its about how you
ride rather than where you ride .
 AWARDS

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

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
 SEGMENTATION

GEOGRAPHIC
Focus on urban areas
DEMOGRAPHIC
High penetration, economic income
PSYCHOGRAPHIC
Segment class
BEHAVIOURAL
Loyalty status and benefits
TARGETING

Youth segment

Mean machine
 POSITIONING

1. Changing models according to the market scenario.

2. Benchmark in 150cc segment bikes.

3. ŠDigital Twin Spark ignition (DTSi and DTSFi).

4. Tagline " Definitely Male" TO " Distinctly Ahead".

ŠIt gives proud feel to the user and 84% of 20-35 age
group people are using the Bajaj pulsar and 16% of
other age group people are using the particular brand.
 CONCLUSION

The company’s gross sales has increased from Rs

47.2 billion(2002-03) to Rs 163 billion(2009-10).
A growth of 124 per cent in 5 yrs.
Net profit of Rs 682.08 crore for the second quarter
of this fiscal year.
Total income was Rs 4,341.82 crore
UPCOMING BIKE:
Pulsar 300CC
(sources: http://www.bajajauto.com/download/annualreport09-10/MDA.pdf)
 REFERENCES

http://bikeadvice.in/story-pulsar-discover-part-2/
http://www.bajajauto.com/download/annualreport
09-10/MDA.pdf
www.autonewsindia.info/2010/10/tvs-motor-q2-
revenue-up-43.html
www.team-bhp.com