Bajaj Pulsar Marketing Project

PROJECT REPORT ON MARKET STUDY AND ANALYSIS ON BAJAJ MOTORS - MODEL PULSAR

- Submitted By

PGCBM 22 - Group 63

Aashish Bansal
Joseph George
Phani Krishna
Tanguturi Venkata Pradeep

Table of Contents
PROJECT REPORT ON MARKET STUDY AND ANALYSIS ON BAJAJ MOTORS - MODEL PULSAR 1
PHOENIX OF THE BAJAJ’S 4
History of Bajaj 4
Bajaj’s Experiment with Motor-Cycles 5
Pulsar’s Saga 6
Conceptualization of Pulsar 6
Men behind the reminisce of Pulsar 6
Birth of Pulsar : Efforts of Research and Development by Bajaj 7
Different Generations of Pulsar 8
Flow Chart of Pulsar’s Evolution: 10
Generations of Pulsar in Pictorial format 11
Marketing Strategies: Segmentation, Targeting & Positioning 12
Segmentation 12
Segmentation variables for Bajaj 12
Geographic 12
Demographic 12
Psychographic 13
Behavioral 13
Targeting 14
Positioning 15
Macro Environments Factors 16
Political Factors 16
Economic Factors 16
Social Aspects 17
Technological Factors 17
Competitors 18
Hero CBZ & Hunk & Karizma 18
Hero CBZ 18
Hero Hunk 19
Hero Karizma 21
Honda Unicorn 22
Yamaha R15 24
TVS Apache 26
Market Share of Bikes 29
Market Sales of Pulsar 29
Micro Environments 30
Threats from new entrants 31
Bargaining power of supplier 31
Bargaining power of customers 32
Pressure from substitutes 32
Rivalry in category 32
Survey Analysis and Recommendations 33
Recommendations 38
Customer Targets 38
Competitor Targets 38
Product Service Features 39
Core Strategy 39
Value Proposition 39
Product Positioning 40
Conclusion 41

[pic] - PHOENIX OF THE BAJAJ’S

India’s No.1 Sports Bike* & 5 Million Bikes sold by April 2012*

A dream ride for many Indian youngsters which rode Bajaj on a success rope for over a decade

• Why does Pulsar have an edge over other performance oriented bikes?

• What was that Midas touch, Bajaj gave to Pulsar?

• What made Pulsar connect to the young blood