Bajaj Pulsar Market Study
REPORT
On
Bajaj Pulsar
Submitted By – Pulkit Agrawal
Roll No – 63 (Section - B)
Introduction
Pulsar is one of favourite brands both as a biker and a marketer. This bike has virtually redefined biking in this country. Pulsar launched in 2001 is the market leader in the 150 cc + performance bike segment. More than that, this brand changed the fortune of Bajaj Auto Ltd. Brand owned by Bajaj Auto IndiaDeveloped by-
•Product engineering division of Bajaj Auto
•Japanese design house Tokyo R&D
Before the introduction of thePulsar, Indianmotorcycle market trend was-
•Fuel efficient
•Small capacity motorcycles
•80-125 cc classexcept forEnfield Bullet,bigger motorcycles withhigher capacity did not exist.
Bajaj was known for Bajaj Scooters “Hamara Bajaj” Kawasaki Bajaj failed to make a mark. No success in the motorcycle segment whereHero-Hondawas the undisputed leader
In 1999 Hero Honda launched CBZ in 150cc. The launch & success of CBZ created a new segment for 150cc Bikes. Bajaj took the cue from there on & launched the Pulsar twins in India on November 24, 2001. Hero Honda created a new segment of 150 cc performance segment with its CBZ. But Pulsar came and gave a new life into the Performance segment. Although not a pioneer, Pulsar made the performance segment one of the fastest growing segment in the two wheeler market * It was not only the bike 's performance that 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 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 * Although lot of bike take the persona of Macho bikes it was more oriented towards being "sexy" * The Big Idea was to position the bike as World 's first bike endowed with a Sex (Gender)
It was not only the bike 's
On
Bajaj Pulsar
Submitted By – Pulkit Agrawal
Roll No – 63 (Section - B)
Introduction
Pulsar is one of favourite brands both as a biker and a marketer. This bike has virtually redefined biking in this country. Pulsar launched in 2001 is the market leader in the 150 cc + performance bike segment. More than that, this brand changed the fortune of Bajaj Auto Ltd. Brand owned by Bajaj Auto IndiaDeveloped by-
•Product engineering division of Bajaj Auto
•Japanese design house Tokyo R&D
Before the introduction of thePulsar, Indianmotorcycle market trend was-
•Fuel efficient
•Small capacity motorcycles
•80-125 cc classexcept forEnfield Bullet,bigger motorcycles withhigher capacity did not exist.
Bajaj was known for Bajaj Scooters “Hamara Bajaj” Kawasaki Bajaj failed to make a mark. No success in the motorcycle segment whereHero-Hondawas the undisputed leader
In 1999 Hero Honda launched CBZ in 150cc. The launch & success of CBZ created a new segment for 150cc Bikes. Bajaj took the cue from there on & launched the Pulsar twins in India on November 24, 2001. Hero Honda created a new segment of 150 cc performance segment with its CBZ. But Pulsar came and gave a new life into the Performance segment. Although not a pioneer, Pulsar made the performance segment one of the fastest growing segment in the two wheeler market * It was not only the bike 's performance that 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 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 * Although lot of bike take the persona of Macho bikes it was more oriented towards being "sexy" * The Big Idea was to position the bike as World 's first bike endowed with a Sex (Gender)
It was not only the bike 's
Bibliography: 1. http://www.managementstudyguide.com 2. http://www.bajajauto.com/ 3. http://www.wikipedia.org/ 4. www.bikanerrockers.blogspot.com/2007/11/bajaj-pulsar-story-of-indias-most.html 5. www.consumerpsychologist.com 6. www.openlearningworld.com