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Term Project

Market Planning on Bajaj Pulsar Bike (Stage-1 submission)


Term I

(Course Instructor Professor Neelu S. Bhullar)

NMP XX Group-XIII Abhya Nand Singh, 20NMP-03 Rajeev Kumar, 20 NMP-66 B. Venkata Rao, 20 NMP-16 Manoj Kumar Gupta, 20 NMP-30 Kundan Kumar, 20 NMP-28

NATIONAL MANAGEMENT PROGRAMME (NMPXX) EXECUTIVE PGPM MANAGEMENT DEVELOPMENT INSTITUTE GURGAON-122001

1.0 BAJAJ AUTO PROFILE:

The Bajaj Group is amongst the top 10 business houses in India. Its footprint stretches over a wide range of industries, spanning automobiles (twowheelers and three-wheelers), home appliances, lighting, iron and steel, insurance, travel and finance. The groups flagship company, Bajaj Auto, is ranked as the worlds fourth largest two- and three- wheeler manufacturer and the Bajaj brand is well-known in over a dozen countries in Europe, Latin America, the US and Asia.

It was founded in 1926 by Jamnalal Bajaj. His son, Kamalnayan Bajaj took over the business in 1942. He not only consolidated the group, but also diversified into various manufacturing activities.

The present CMD of the group, Rahul Bajaj, took charge of the business in 1965. Under his leadership, the turnover of the Bajaj Auto, the flagship company has gone up from Rs.72 million to Rs.46.16 billion (USD 936 million), its product portfolio has expanded and the brand has found a global market. For our marketing planning project, we have selected Bajaj Pulsar ( product of M/s Bajaj Auto Ltd.)

2.0 ABOUT PULSAR BIKE Before the introduction of the Pulsar, the Indian motorcycle market trend was towards fuel efficient, small capacity motorcycles (that formed the 80125 cc class). Bigger motorcycles with higher capacity virtually did not exist (except for Enfield Bullet). The launch and success of Hero Honda CBZ in

1999 showed that there was latent demand for performance bikes. Bajaj took the cue from there on and launched the Pulsar twins (150cc & 180cc) in India on November 24, 2001. The Pulsars excited segments of Indian youth, mainly due to muscular shape, stylish design and powerful engine (in Indian context) at reasonable fuel efficiency and affordable cost. The Pulsars are believed to be greatly successful in redefining the market trend. Since the introduction and success of Pulsar, the Indian youth began expecting high power and other features from affordable motorcycles.

As of 2006, the Bajaj Pulsars arguably form the most popular motorbike product in the newly emerging 150+ cc class of Indian two wheeler market. Bajaj Pulsar directly competes with several other Indian motorbikes in this class, such as, CBZ from Hero Honda, Apache and Fiero Fx from TVS, Unicorn from Honda and a few models from Yamaha and Suzuki. To retain Pulsar's position of leadership in its class, Bajaj Auto has been regularly making alterations to it to make the motorbike look afresh at all times.

Due to the shape of the fuel tank, many Sri Lankan youngsters refer the Bajaj Pulsar as "The Nut Crusher". Unfortunately, even in the upcoming model, the Pulsar DTS-Fi 220cc, the manufacturers have failed to change the way the fuel tank is constructed, leaving the problem un-rectified. Newly released 200cc pulsar has colored plastic coverings of oil cooler to change the shape of the tank. Bajaj Pulsar DTS-Fi has got the Bike of the Year 2007 by CNBC-TV18 Autocar and Auto Awards.

Camparison of different models in premium segment bikes


Company Specs. Type Apache 4 Stroke, air cooled TVS Fiero Fx 4 Stroke, Air Cooled Hero Honda CBZ Achiever EXTREME Air Cooled, 4 Stroke, 4 Stroke, Air Cooled, 149.2 c.c. 10.6 KW (14.4 Ps) @ 8500 rpm 5 Speed 149.1cc 10 KW (13.4 Bhp) Pulser 150 4 Stroke, Air Cooled 143.9cc 12 BHP @ 8500rpm Bajaj Pulser 180 4 Stroke, Air Cooled 178.61cc 15 BHP @ 8000rpm Avenger 4-Stroke, DTS-I Honda Uni Corn 4 Stroke, Air Cooled 149.1 cc 13.3 bhp @ 8000 rpm (9.9 KW) 5 Speed Kinetic GF 170 4 Stroke, 4 Valve engine

Displacement 147.5cc Maximum Power 9.95kw / (13.5 bhp) @8500 rpm 5 Speed

147.5 cc Maximum Power 12 bhp (8.95 kW) @ 7000 rpm 4 Speed

180 cc 16.5 bhp/12.15 Kw @8000 rpm 5 Spped

165.12 cc 14.8bhp@80 00rpm

No of gears

5 Speed

5 Speed

5 Speed

5 Speed

3.0 MARKET ENVIRONMENT:

India is the second largest manufacturer and producer of two-wheelers in the world. It stands next only to Japan and China in terms of the number of two-wheelers produced and domestic sales respectively. The Indian twowheeler industry made a small beginning in the early 50s when M/s Automobile Products of India (API) started manufacturing scooters in the country. Until 1958, M/s API and M/s Enfield were the sole producers of two wheeler. In 1948, Bajaj Auto began trading in imported Vespa scooters and threewheelers, and in 1960, it set up a shop to manufacture them in technical collaboration with M/s M/s Piaggio of Italy. Under the regulated regime, foreign companies were not allowed to operate in India. It was a complete sellers market with the waiting period for getting a scooter from Bajaj Auto being as high as 12 years. The motorcycles segment was no different, with only three manufacturers viz M/s Enfield, M/s Ideal Jawa and M/s Escorts. The two-wheeler market was opened to foreign competition in the mid-80s. The industry witnessed a

steady growth of 14% leading to a peak volume of 1.9mn vehicles in 1990. With the availability fuel efficient low power bikes, demand swelled. There has been a steady growth in the demand for motorcycles in India. Earlier, it was seen more in rural areas for its ease in maneuverability and wider wheel base leading to greater stability. Later, it became popular among all sections of the society, particularly the urban youth who liked the speed and style it imparted (to their personality). The motorcycles overtook scooters market in 1998-99 and have not looked back. It is noteworthy to look at the sales of FY2006-07 is 7.78 mn as compared to 6.87mn of previous FY year.

Hero Honda
16, 16% 6, 6% 5, 5% 4, 4%

Bajaj Auto TVS Motors Yamaha Motor LML

23, 23%

46, 46%

Motor cycles' Market share In India

Others

Two Wheeler's market in India


11, 11% 22, 22% 1, 1%

Motorcycles Scooters Mopeds Others

66, 66%

SWOT ANALYSIS FOR PULSAR STRENGTHS: Bajaj Brand Image since 1950 . Network of 498 dealers and over 1,500 authorised service centers across the country. Around 1,400 rural outlets have been created in towns with population of 25,000 and below. Overseas distribution network covers 50 countries world wide to cater export market. Indigeniously developed bike in premium segment . Digital technology for ignition ( DTS-i) to improve performance of the bike. Sturdy and most suitable for Indian roads. Stylish muscular Body shape attracted Indian Youth. Introduced Digital display for the first time in premium segment. Highest fuel economy in its class. Different variants are available. Undisputed market leader in premium segment . Value for money and Value for customer. Pulsar is being customised as per constantly changing customer needs. Strategically located manufacturing facilities to reach nook & corner of India. Overseas distribution net work world wide

WEAKNESSES: Unable to tap 100 & 125cc market segment customers due to little higher price. Many customers calling this as "The Nut Crusher" bike due to its fuel tank shape. Body shape has been the same in other variants also.

OPPORTUNITIES: In 50 countries world wide, where M/s Bajaj Auto perceives a good market potential. Its in a position to invest in manufacturing activities apart from marketing, distribution and after sales & services through a well-established global network. Exports contributes only 11% in its volume, hence there is a scope for improvement. High potential to tap rural market in India.Bajaj Auto has already defined specialist dealerships for rural markets, called Dealerships'. Opportunity to tap higher-end customer (Probikers), who are 'Rural

knowledgeable, appreciative of contemporary technology, they are trendsetters and very choosy about what they ride. Bajaj Auto is in the process of setting up a chain of retail stores across the country exclusively for high-end, performance bikes. THREATS: Highly stiff competition in its class in the recent past by many leading players of two wheeler manufacturers. Threat from low cost ( A-segment) and secondhand cars.

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