A Study On Sales Promotion: HKBK Degree Collegepage 1

A STUDY ON SALES PROMOTION
INTRODUCTION
SALES PROMOTION
Broadly speaking promotion means to push forward or to advance an idea in
such a way to gain its acceptance and approval. Promotion is any communicative
activity whose main object is to move forwards the product, service or idea in a
channel of distribution.
It is an effort by the marketer to inform and persuade buyers to accept,
resell, recommend and use the article, service or idea which is being promoted.
Promotion is a form of communication with an additional element of persuasion.
The promotional activity always attempts to affect knowledge, attitudes
preferences and behaviours of the recipients i.e. buyers. The element of persuasion
to accept ideas, product, services, etc is the heart of promotion.
In any exchange activity, communication is absolutely necessary. You may
have the best product, package and so on. It may have fair price. But people will
not buy your product, if they have never heard of it, and they are simply unaware
of its existence.
HKBK DEGREE COLLEGEPage 1

The marketer must communicate to his prospective buyer and provide
adequate information in a persuasive language. People must know that the right
product is available at the right place and at the right price; this is the job of
promotion in marketing
What is Promotion?
Promotion is a process of marketing communication involving information,
persuasion and influence. Promotion has three specific purposes. It communicates
marketing information to consumer, users and resellers.
Promotion persuades and convinces the buyer and enters into consumer
behavior. Promotional efforts act as a powerful tool of competition providing the
cutting edge of its entire marketing programme.
Marketers have adopted a communication view of their firm’s promotional
activities. Receiver is now regarded as an active participant in the process of
communication. All marketing communications must be planned as part of the total
system, not as independent pieces. The communication or promotion mixes four
ingredients viz:
 Advertising
 Publicity
 Personal selling
 All forms of sales promotion

PLANNING PROMOTIONS TO BENEFIT THE CONSUMER:
Promotions, which deliver value, will go a long way in building customer
franchise; marketers must work out different promotions to attract various kinds of
customers. Make use of lose of more for less to attract the promise could buyer
who switch brands frequently, here the opportunity of getting a bargain will prove
to be a source of value for the customer.
Reward the regular buyers with a lower price during certain months of the
year; here the marketer must make effort to convey that there few promotion offers
are exclusively meant for their regular buyers only. Offer lesser prices and
communicate a feeling of protecting them against inflation, this gesture will ensure
that the consumers will remember the value of getting the same for a lower price
especially when the value of money is corded by rising prices .
When prospective consumers are postponing their purchase decision
especially seen in the core of consumer durables promotions in the form of
discounts, freebies etc. could motivate them to take the decisions more quickly.
of Sales Promotion
You have learnt that the main objective of sales promotion is to increase sales.
However, there are also some other objectives of sales promotion. The objectives
are:

i. To introduce new products
ii. To attract new customers and retain the existing ones
iii. To maintain sales of seasonal products
iv. To meet the challenge of competition
Let us learn about these objectives in details.
(i) To introduce new products: Have you ever heard about distribution of
free samples? Perhaps you know that many companies distribute free samples
while introducing new products. The consumers after using these free samples may
develop a taste for it and buy the products later for consumption.
(ii) To attract new customers and retain the existing ones: Sales
promotion measures help to attract or create new customers for the products. While
moving in the market, customers are generally attracted towards the product that
offers discount, gift, prize, etc on buying. These are some of the tools used to
encourage the customers to buy the goods. Thus, it helps to retain the existing
customers, and at the same time it also attracts some new customers to buy the
product.
(iii) To maintain sales of seasonal products: There are some products like
air conditioner, fan, refrigerator, cooler, winter clothes, room heater, sunscreen lotion,
glycerin soap etc., which are used only in particular seasons.
To maintain the sale of these types of products normally the manufactures and
dealers give off-season discount. For example, you can buy air conditioner in winter
at a reduced price. Similarly you may get discount on winter clothes during summer.

(iv) To meet the challenge of competition: Today’s
business faces competition all the time.New products frequently come to the market
and at the same time improvement also takes place. So sales promotion measures have
become essential to retain the market share of the seller or producer in the product-
market
 Tools of Sales Promotion
To increase the sale of any product manufactures or producers adopt different
measures like sample, gift, bonus, and many more. These are known as tools or
techniques or methods of sales promotion. Let us know more about some of the
commonly used tools of sales promotion.
(i) Free samples: You might have received free samples of shampoo,
washing powder, coffee powder, etc. while purchasing various items from
the market. Sometimes these free samples are also distributed by the
shopkeeper even without purhasing any item from his shop. These are
distributed to attract consumers to try out a new product and thereby create
new customers. Some businessmen distribute samples among selected
persons in order to popularize the product. For example, in the case of medicine free
samples are distributed among physicians, in the case of textbooks, specimen copies are
distributed among teachers.
(ii) Premium or Bonus offer: A milk shaker along with Nescafe, mug with
Bournvita, toothbrush with 500 grams of toothpaste, 30% extra in a pack of one kg.
are the examples of premium or bonus given free with the purchase of a product. They

are effective in inducing consumers to buy a particular
product. This is also useful for encouraging and rewarding existing customers.
(iii) Exchange schemes: It refers to offering exchange of old product for a new
product at a price less than the original price of the product. This is useful for drawing
attention to product improvement. ‘Bring your old mixer-cum-juicer and exchange it
for a new one just by paying Rs.500’ or ‘exchange your black and white television
with a colour television’ are various popular examples of exchange scheme.
(iv) Price-off offer: Under this offer, products are sold at a price lower than the
original price.‘Rs. 2 off on purchase of a lifebouy soap, Rs. 15 off on a pack of 250
grams of Taj Mahal tea, Rs. 1000 off on cooler’ etc. are some of the common
schemes. This type of scheme is designed to boost up sales in off-season and
sometimes while introducing a new product in the market.
(v) Coupons: Sometimes, coupons are issued by manufacturers either in the packet
of a product or through an advertisement printed in the newspaper or magazine or
through mail. These coupons can be presented to the retailer while buying the
product. The holder of the coupon gets the product at a discount. For example, you
might have come across coupons like, ‘show this and get Rs. 15 off on purchase of 5
kg. of Annapurna Atta’. The reduced price under this scheme attracts the attention of
the prospective customers towards new or improved products.


TITLE OF THE PROJECT
“A project on sales promotion by Bajaj Company at Vardha enterprises,

Bangalore”

STATEMENT OF THE PROBLEM
The research problem selected for the analysis entitled “sales promotion” by Bajaj
company at Vardha enterprise Bangalore. This topic is selected because Bajaj
Discover is one of the largest selling two wheeler in India and to know the strength
and weakness of this two wheeler.
SCOPE OF STUDY
The area of is limited to the segment selected within the town of Bangalore,
Karnataka. Further scope is narrowed down only to the study of the identified
segments.
OBJECTIVES OF THE STUDY
 To measure how the customer preserves your performance against men

requirements comparing that of your competitors.
 To understand dissatisfaction of customers
 To make the necessary product, services or organizational changes to achieve the
ideal level of service.
 To make necessary suggestions based on the findings.
TYPE OF RESEARCH
The present study is diagnostic descriptive type of research, which focus on sales
promotion by Bajaj Discover at Vardha enterprises.

TOOLS OF DATA COLLECTION
The information relevant for the study is drawn from secondary data which alone is
not sufficient primary data is collected through to conduct the study successfully.
METHODS OF DATA COLLECTION
Primary data
The primary data used for the purpose of preparing questioner and distributing it to
the customers of the Bajaj Discover.
Secondary data
Secondary data was collected by the following means:
 Refers of newspaper
 Magazines
 Website
 Various types of advertisements
PLAN OF ANALYSIS
Raw primary data has been collected with the help of questioner. The raw data has
been with the help of table. Conclusion have been drawn which is followed by

recommendation and suggestions, keeping the objectives

in mind through out of the study.
LIMITATIONS OF THE STUDY
 The research does not cover the whole market of Karnataka.

 The bias of the respondents may pose as a limitation of the study.
 The sample size was confined to hundred respondents keeping in view time and
cost constraints.
 The survey was conducted only in urban sectors respondents. Thus it cannot be
generalized.
 Due to constraints in depth research work could not be carried out.

INDUSTRY PROFILE
HISTORY OF INDIAN TWO—WHEELER INDUSTRY
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 numbers of two-
wheelers produced and domestic sales respectively. This distinction was achieved

due to variety of reasons like restrictive policy followed

by the Government of India towards the passenger car industry, rising demand for
personal transport. Inefficiency in the public transportation system etc;
The Indian two wheeler industry made a small beginning in the early 50s
when automobile products of India (API) started manufacturing scooters in the
country. Until 1958, API and Enfield were the sole producers.
In1948. Bajaj Auto began trading in imported Vespa scooters and three –
wheelers. Finally, in 1960, it setup a shop to manufacture them in technical
collaboration with Piaggio of Italy.
In the initial stages the scooter segment was dominated by API: it was later
overtaken by Bajaj Auto. Although various government and private enterprises
entered the fray for scooters, the only new player that has lasted till today is LML.
The motorcycles segment was no different, with only three manufactures viz
Enfield, Ideal Jawa and escorts. While Enfield bullet was a four –stroke bike, Jawa
and the Rajdoot were two-stroke bikes. The motorcycle segment was initially
dominated by Enfield 350 cc bikes and Escorts 175 cc bike.
The two –wheeler market was opened to foreign competition in the mid-80s. And
the then market leaders-Escorts and Enfield- were caught unaware by the onslaught of
the 100cc bikes of the four Indo –Japanese joint ventures. With the availability of fuel
efficient low power bikes, demand swelled, resulting in Hero Honda then the only
producer of four stroke bikes (100cc category), gaining a top slot.
The first Japanese motorcycles were introduced in the early eighties. TVS
Suzuki and Hero Honda brought in the first two-stroke and four-stroke engine
motorcycles respectively. These two players initially started with assembly of CKD
kits, and later on progressed to indigenous manufacturing. In the 90s the major

growth for motorcycle segment was brought in by

Japanese motorcycled, which grew at a rate of nearly 25 % CAGR in the last five
years.
The industry had a smooth ride in the 50s, 60s and 70s when the
Government prohibited new entries and strictly controlled capacity expansion. The
industry saw a sudden growth in the 80s. The industry witnessed a steady growth
of 14 % leading to a peak volume of 1.9 vehicles in 1990.
The entry of Kinetic Honda in mid – eighties with a variomatic scooter

helped in providing ease of use to the scooter owners. This helped in inducing
youngsters and working women, towards buying scooters, who were earlier,
inclined towards moped purchases. In the 90s, this trend was reversed with the
introduction of scooters, In line with this; the scooter segment has consistently lost
its Part of the market share in two wheeler market.
In 1990, the entire automobile industry saw a drastic fall in demand. This
resulted in a decline of 15% in 1991 and 8% in 1992, resulting in a production loss
of 0.4mn vehicles. Barring Hero Honda, all the major producers suffered from
recession in FY93 and FY94. Hero Honda, showed a marginal decline in 1992.
The reasons for recession in the sector were the incessant rise in fuel prices, high
input costs and reduced purchasing power due to significant rise in general price level
and credit crunch in consumer financing. Factors like increased production in 1992,
due to new entrants coupled with the recession in the industry resulted in company
either reporting losses or a fall in profits.
THE MAJOR PLAYERS IN THE INDUSTRY:
1. Hero Honda
2. Bajaj Auto
3. TVS Suzuki
4. Yamaha India
5. Honda

HERO HONDA:
This is in collaboration with the Honda Company of Japan; it was the second
company to enter the Indian market in the 100 cc class bikes with the collaboration
of Japan and it has a four stroke engine having a fuel efficiency advantage over the
three bikes.
Fill it, shut it, forget it, is the heart of the advertisement message of Hero Honda.
Hero Honda is at present running the loose motor cycle market having a market
share of 60%. ‘
Hero Honda bikes available in the market;
 Karizma
 CBZ Extreme
 Splendor
 Pleasure
 Passion
 Hunk
Bajaj Auto: Bajaj is currently India's largest two and three-wheeler manufacturer
and one of the biggest in the world.
Bajaj bikes available in the market;
 Pulsar
 Platina
 Discover
 XCD
 Avenger

TVS MOTORS:
TVS Suzuki, a leading two wheeler company began with the vision of founder of
the Sundaram Clayton Group, the late T.V. SHRINIVASAN - “to design, develop
and produce an affordable moped for the Indian family”.
TVS holds a major part of the share in the automobile market in India.
bikes available in the market
 Apache
 Jive
 Victor
 Scooty pep
Yamaha Motors:
It is joint venture Company formed by the alliance of Escorts limited. The flagship
company of the Rs. 3600 crores Escorts group a major in the engineering industry
with 19 plants employing 20,000 people in India including two wheeler business
and Yamaha motor co Ltd; Japan, with Rs. 26,400 crores (Us$7.33 billion) is the
global giant in two wheelers with 60 factories in 45 countries.
bikes available in the market
 Yamaha Libero
 Yamaha R15
 Yamaha FZ 150
 Yamaha Fazer
HONDA MOTORCYCLES
Honda Motorcycle & Scooter India Pvt. Ltd (HMSI) is a fully owned subsidiary of
Honda Motor Company Limited, Japan. Honda is the world's largest manufacturer
of two wheelers. Set up in 1999, it was the fourth Honda automotive venture in

India, after Hero Honda, Kinetic Honda Motor Ltd and

Honda Siel Cars India Limited. Headquarters of the company are located at
Gurgaon in Haryana state of India. In December 2002, HMSI got ISO 14001
certification
Honda Brands
 Honda Aviator
 Honda Activa
 Honda Dio
 Honda Eterno
 Honda Unicorn
 Honda Shine
 COMPANY PROFILE
The Bajaj Group came into existence by Jamnalal Bajaj, founder of the Bajaj
Group, during the turmoil and the heady euphoria of India's freedom struggle. The
integrity, dedication, resourcefulness and determination to succeed which are
characteristic of the company today, are often traced back to its birth during those long
days of relentless devotion to a common cause.
Kamalnayan, the eldest son OF Jamnalal Bajaj, succeeded his father in 1942, at
the age of twenty-seven. Putting the Nation before business, he devoted himself to the
latter only after India achieved independence in 1947. But when he did so, he put his
heart and soul into it. Within a short while, he not only consolidated the Group, but
also diversified into various manufacturing activities, elevating the Group to the status
it enjoys till this day.
Rahul Bajaj today heads the Group. He has been the Chief Executive Officer
of Bajaj since 1968 and is recognized as one of the most outstanding business
leaders in India. As dynamic and ambitious as his illustrious predecessors, he
has been recognized for his achievements at various national and international firms.

Bajaj is currently India's largest two and three-

wheeler manufacturer and one of the biggest in the world. Bajaj has long left behind
its annual turnover of Rs. 72 million (1968), to currently register an impressive
figure of Rs. 42.16 billion (US $936 million).
Established in 1945, Bajaj Auto ltd. was incorporated as a trading company.

Till 1959, they imported scooters and three-wheelers from Italy and sold them in
India. The company got a production license in the year 1959 and fastened the
technical collaboration with Italian PIAGGIO in 1960.
The company started producing scooters in the year 1961 and followed
three-wheelers production in 1962. Its collaboration with Piaggio expired in 1971
and since then, their scooters and three-wheelers are being sold with the brand
name “BAJAJ”. Maharashtra Scooters Ltd., a company with 24% equity
participation BY THE COMPANY AND 27% PARTICIPATION FROM
Maharashtra State Government’s Western Maharashtra Development Corp. was
formed in the year 1975 under the “Horizontal transfer of technology” policy.
The first production unit is located at Satara, Maharashtra. The unit

continues to collect scooters from CKDs supplied by the company. These scooters
are marketed through the company’s distribution network and under the company’s
brand name. In 1984, the second production plant was set up at Aurangabad,
Maharashtra. This plant started scooter production in 1986, three-wheeler
production in 1987 and scooterettes and motorcycle facilities were commissioned
in 1990 & 1991 respectively.
Today the company has become a market leader with annual production In
excess of 1.35 million units which was about 4000 units in 1961. These days Baja
Auto Lt. has started offering products in all segments (mopeds, scooters, motor
cycles, three wheelers).

GROUP OF COMPANIES:
Group comprises of 27 companies and was founded in the year 1926. The
important companies in the group are:-
Bajaj Auto Ltd.,  2 and 3 wheelers
Maharashtra Scooters  2 wheelers
Bajaj Auto Finance Ltd.,  Finance Company
Mukund Ltd.,  Steel
Bajaj Hindustan Ltd.,  Sugar, Industrial Alcohol
Bajaj Electrical Ltd.,  Magnetos, Lamps, Fans and other

Electrical
Appliances, Dye Casting Components.

PRODUCT LINE DEVELOPMENT:
Nov 29, 1945 : Bajaj Auto comes into existence as M/s.

Bachraj
Trading corporation Private Limited.
1948 : Sales in India commence by importing two
and three
Wheelers.
1959 -1960 : Bajaj Auto becomes a public limited company.

Bhoom’s Pooja of Akrudi Plant.
1960-1970 : Bajaj Auto rolls out 100000th vehicle.
1971 : The three wheeler goods carrier is

introduced.
1972 : The Bajaj Chetak is introduced.
1976 : The Bajaj Super is introduced.
1976-1977 : Bajaj Auto achieves production and sale of 100000

Vehicles in single financial year.
1077 : The rear engine Auto Rickshaw is
introduced.
1981 : The Bajaj M-50 is introduced.
1985 : Production commences at Valley,

Aurangabad in a
record time of 16 months.
1986-1987 : The Bajaj M-80 and Kawasaki Bajaj KB100
Motorcycles are introduced. 500000 vehicles produced and sold in a single
financial year.
1990 : The Bajaj Sunny is introduced.

1991 : The Kawasaki

Bajaj 4S Champion is introduced.
1994 : The Bajaj Classic is introduced.
1994-1995 : One million more vehicles produced and sold in

this financial year.
1995 : Agreements signed with Kubota of Japan
for the
development of diesel engine for three-wheeler and with Tokyo R&D for non
geared scooter and moped development.
1997 : The Kawasaki Bajaj Boxer and the R.E.

diesel Auto
Rickshaw are introduced.
1998 : June 7 th Kawasaki Bajaj Caliber Roll out of

waluj.
July 25th legend, India’s first four stroke scooter rolls out of Akurdi.
Oct 1998 : Spirit Launched.
1999 : Caliber motorcycle notches up 100,000 sales in

record
time of 12 months.
2000 : The Bajaj Safire is introduced.
2004 : Boxer, Introduced pulsar 150 and 180
2006 : Discover DTS-I and pulsar DTS-i
2007-08 : Pulsar 200 cc DTS-I, Pulsar 220 cc- DTS-fi,
XCD 135 DTS-si,

2008-09 : New Variants of Pulsar

introduced
2009-10 : New model of Pulsar – Pulsar 135 is introduced
AWARDS:
Bajaj has several national and international awards in recognition to their corporate
excellence. Here are some significant milestones.
 ISO 9002 certificate awarded by the bureau verities quality international (BVQI) to
the moped & motor cycle.
 ISO 14001 certificate awarded by the bureau verities quality international (BVQI)
to the moped &motor cycle.
 ISO 9001 certificate awarded to the Akrudi plant by the (BVQI) in 1997.
 Best productivity performance awarded for the automobile industry (1992-94)
awarded by National productivity council.
 Export excellence trophy (1993-94) awarded by the engineering export promotion

council.
 National awarded for outstanding export performance (1994-95) awarded by the
ministry of commerce, Government of India.
GLOBAL PRESENCE
 Distribution network covers 50 countries

 250,204 units exported in 2005-06
 Dominant presence in Sri Lanka, Colombia, Bangladesh, Mexico, Central
America, Peru and Egypt.
 Largest exporter of three-wheelers; over 75,297 units exported in 2005-06.

ACCOMPLISHMENTS
Bajaj Auto continued to be India’s largest exporter of two and three wheelers,
during 2005-06, it exported 250,204 two and three- wheelers---- which represented
a growth of27 percent over 2004-05. Experts now constitute 11 percent in volume
terms and 12 percent of its value of net sales.
DEALER PROFILE:
Company Name : VARADHA ENTERPRISES
Established : 2004
Registered Office : NO.1887|1,4th cross,

HENNUR MAIN ROAD.
St.THOMAS TOWN POST,
KACHARAKANAHALLI,
BANGALORE 84
SHOW ROOM DETAILS
A Varadha enterprise was started in 2004 by A. Baranidaran on Hennur main road.

The company has a total of 13 employees including 5 mechanics who takes care of
the after sales servicing of the bikes.
PRODUCT PROFILE
BAJAJ PULSAR:

Pulsar - the great Bajaj Pulsar has the reliable technology

and superior parts, it keeps going on and on, in the harshest road of all life. Pulsar
is the bike manufactured by Bajaj which gives the good mileage and it is
stylishThe Pulsar is a tough and sleek 4 – stroke machine. Crafted with the best of
Bajaj’s companies worldwide technology. Each part, right from the engine to the
body frame is designed to withstand the rough and tough conditions. Be it in the
streets or on the highway. PULSAR is not the ordinary bike; it comes as a big
surprise. To those who name resigned to the fact that present full size bike do not
satisfy their basic needs of riding comfort, loading capacity and better fuel
efficiency, PULSAR is a big surprise as it has got.
Generation next technology included in the package of the equipments of this high
flying bike is the revolutionary digital biking. Digital biking is the combination of
various advanced systems like digital CDI, TRICS lll and Digital Twin Spark
ignition (DTSi).
Its highly masculine outlook with sporty, dashing structure gives the complete
satisfaction of dare riding. Bajaj Pulsar enables its rider to tackle the situation of
overcrowded street due to the presence of 17” alloy wheels with 1330 mm
wheelbase.
Its comfort statement includes front telescopic suspension, Nitro X – Nitrogen

assisted rear gas shockers with triple rated spring. Due to these comfort features,
this bike is highly accommodative in any terrain.
Feeling of proper riding is provided by different high end features like improved
clutch, cylinder head with Roller Rocker Arms, optimized intake and exhaust
systems & new valve timings. Its advanced exhaust TEC (Torque Expansion
Chamber) technology ensures the higher performance at lower rpm.

PULSAR 180 DTS-i
This bike comes with the power of 16.5 bhp (12.28 kW) @ 8000 rpm and
torque of 15.22 Nm @ 6000 rpm. Its engine capacity is 180 cc.
Bajaj Pulsar 180 DTSi gives superior performance, has a great lineup of standard
equipments and overall looks good too. This is one of the most visible motorcycles
on Indian roads. The alternatives for this bike are HH Hunk/CBZ
Xtreme/Achiever, TVS Apache RTR, Honda Unicon.
Bajaj Pulsar Bajaj Pulsar 180 DTS-i Technical Specifications:
Engine
Type Air-cooled, 4-stroke DTS-
i
Displacement (cc) 178.66 cc
Maximum Power 17.02 @ 8500 rpm
Maximum Torque 14.22 Nm @ 6500 rpm

Dimensions:
Wheelbase (mm) 1345
Kerb Weight (Kgs) 147
Suspension:
Front Telescopic, 130 mm
stroke
Rear Triple rated spring, 5 way
adjustable with 101 mm
travel Nitro shock
absorbers
Brakes:
Front Disc 260 mm Disc
Rear Drum 130 mm Drum
Tyres:
Front 90/90 x 17 – Tube
Rear 120/90 x 17 – Tube
Electricals:
Battery 12V Full DC
Head Lamp (Low/High 35W / 35W with 2 Pilot
Beam – Watts) Lamps
Fuel:
Tank Capacity 15 Litres
Reserve 3.2 Litres (2 Litres
Usable)
PULSAR 150 DTS-i
Its engine delivers maximum output of 13.5 bhp (9.94 kW) @ 8000 rpm and
performance of 12.28 Nm @ 6500 rpm. Its engine capacity is 150 cc. The Bajaj
Pulsar is the first bike in India which came in direct competition with the Hero
Honda CBZ. Later Bajaj introduced Pulsar 150 cc DTS-I with digital twin spark
ignition and till today Pulsar is one of the most sought after bike in the 150 cc
segment. It has definitely won over other bikes, but let us justifies its triumph.

The engineers at Bajaj realized the fact that there is no beauty and only brawn; it is
not going to sell in the Indian market. Claimed to be designed and developed in
Japan, this bike does have a head turning looks. The most noticeable feature of this
bike is the tank. Big tanks give a big bike feel, and when Pulsar was introduced, it
had one of the biggest tanks in India.
Engine
The new Pulsar's 150cc engine delivers a power output of 13.10bhp at 8000
rpm. It has a wonderful pickup clocking 0-60kmph in 5.66 seconds. It produces a
maximum torque of 12.28 Nm @ 6500 rpm. The Pulsar engine remains relatively
smooth but when pushed hard it does lose some of its smoothness. Also at low
speed and at low momentum the Pulsar engine does feel a bit lumpy. Compared to
the other 150-160 cc bikes, the Pulsar 150 DTSi can be described as the "Jack of all
trades" that doesn't quite excel in any particular parameter but has a lot of decent
features.

Design And Comfort

As part of its 2009 pulsar series, Bajaj has added few new features to its
flagship product pulsar 150cc. The new pulsar 150cc gets tank scoops borrowed
from the pulsar 200cc. The decals on the tank are large and stylish. It also gets full
black theme - from engine to alloy wheels to shock absorber. Pulsar 150cc also
gets a powerful headlamp which now gets power directly from the battery.
However the engine remains unchanged, the transmission is slick and precise. Heel
and toe lever gives pulsar 150cc an attractive look. But the rattles and squeaks are
still not sorted which will be quite evident in any test ride. The headlight comes
with city lights or tell-tale lights which are a value addition to its looks. The tail
part of the bike is nicely designed. The new razor sharp rear light definitely adds to
the uniqueness of Bajaj Pulsar.
Ride and Handling

Riding position on the Pulsar 150 DTSi is much sportier as compared to other
bikes. The quality of the ride is the best among the 150 cc bikes, thanks to its plush
shock absorbers. Even the handling is not too bad on the 150 Pulsar DTSi, except
that the shock absorbers are set to pamper your back rather than attacking the race
tracks. The clutch works perfectly but the gearbox still needs a bit of improvement.
It hits a top speed of 108kmph.
Variants And Colour

New Pulsar 150 comes in 4 different colours: Black, Blue, Red, and Silver
PULSAR 135 DTS-i

Bajaj Pulsar’s another commuter variant to have graced

the Indian tarmac is the elegant 135 cc four valve DTS-i engine and being a light
sports bike, it has both the power and agility to let you weave your way through the
city traffic, effortlessly
 Stylish petrol tank flap along with air scoop

 New silencer with ExhausTEC technology
 Split seat that provides better sitting space
 Is very light weight
 Delivers the maximum power of 13.5 PS
 Constant velocity carburetor
Bajaj Pulsar 135LS Specifications:
Engine

4 stroke, air cooled, 4-valve, single cylinder,

Type
SOHC, DTS-i
Displacement (cc) 134.66cc
Max. Power (Ps @
13.5 @ 9000 rpm
RPM)
Max. Torque (Nm @
11.4 @ 7500
RPM)
Starting Kick + Self start
Suspension
Telescopic Front Fork with antifriction bush
Front
(Stroke 130)
Trailing arm with Co Axial Hydraulic cum
Rear Gas filled adjustable Shock Absorbers and
Triple rate Coil Spring
Brakes
Front Disc (Diameter 240 mm)
Rear Drum (Diameter 130 mm)
Tyre
Tubetype Unidirectional – 2.75 x 17″ & 1.4 X
Front & Wheel Size
17, 5 Spoke Alloy
Tubetype Unidirectional – 100 / 90 x 17″ &
Rear & Wheel Size
2.15 X 17, 5 Spoke Alloy
Fuel Tank
Total litres Capacity : 8 litres,
(reserve, usable) Reserve : 2.5 litres (1.6 litres usable)
Electricals
System 12 V Full DC
Headlamp
(Low/High Beam- 35/35 W with 2 pilot lamps
Watts)
Dimensions
Wheelbase 1325 (mm)
Ground clearance 170 mm

Kerb Weight 122 Kg

Key Features
Auto Choke Yes
Clip-on handle bar Yes
Speedometer Digital
Tachometer Digital type with analog display
Fuel gauge Digital
Tripmeter Digital
Wheel type Alloy
PULSAR 220 DTS-Fi
Bajaj Motors launches the yet another variant called Pulsar DTS-Fi. It has the
world’s first 4 stroke digital twin spark fuel injected engine of 220 cc. This
ravishing variant has a unique digital speedometer along with engine malfunction
indicator which would convey any malfunction to the user. Pulsar 220 DTS-Fi is
the India’s first bike to deliver a high wattage of H7, 55W of light that ensures the
constant illumination at all times.

The easy riding and fine handling makes the new PULSAR 200 IS the ultimate in
pleasure commuting. With spacious seating, long stroke - front and rear suspension
and powerful brakes, it makes riding on both city streets and highways more
enjoyable than ever. This model aims on catching the attraction of the young
generation .
Dual disc brakes
Powerful 220 cc engine
Fuel injection technology

ANALYSIS AND INTERPRETATION
Table No. 1:-

Table showing the percentage of age Group of

Respondent
AGE GROUP NO.OF RESPONDENTS PRECENTAGE
Less than 18 08 16%
18-25 14 28%
25-35 18 36%
35-45 10 20%
TOTAL 50 100%
Graph No. 1:-
Graph showing the percentage of Age group of Respondents :Age group
40
36
35
p
30 28
e
r
25
c Column1
e 20
20 Column2
n 16 Column3
t 15
a Column4
g 10
e
5
0
Less than 18 18-25 25-35 35-45

Analysis:- Consumption of Bajaj bikes with the varies of

age of person. Perception on consumer at Bajaj bikes. The above table given the age
profile of respondents accordingly responders mostly represent. The age group of 25-
35(36%).
Table No.2:-
Table showing the percentage of Employ Qualification.
QUALIFICATION NO.OF PERCENTAGE

RESPONDENTS
Under graduate 9 18%
Graduate 22 44%
Post Graduate 11 22%
Other 08 16%
Total 50 100%

Graph No. 2:-
Graph showing the percentage of Employee Qualification.
Qualification status
44
45
40
P
35
e
r 30
c
25 Column1
e 22
n Column2
20 18
t 16 Column3
a 15
Column4
g
10
e
5
0
Under Graduate Post graduate Other
graduate
Analysis: - The above table has given the information about the qualification of
respondents. In that 18% of people are under graduate, 44%graduate, 22% post
graduate and 16% others.

Table No.3:-
Table showing percentage of Average monthly income of respondents.
INCOME NO.OF PERCENTAGE

RESPONDENTS
Less than 10,000 05 10%
10,000-20,000 16 32%
20,000-30,000 18 36%
More than 30,000 11 22%
TOTAL 50 100%

Graph No.3:-
Graph showing percentage of monthly income of Respondents.
40
36
P 35 32
e
30
r
c 25 22
e Column1
20
n
Column2
t 15
10 Column3
a 10
g Column4
e 5
0
Less than 10,000-20,000 20,000-30,000 More than
10,000 30,000
Monthly Income
Analysis:- The above table given the average monthly income of respondents 10% of
the people income group fall under less than Rs.10,000, 32% of the people income
group fall between Rs. 10,000-20,000, 36% of the people income group fall between
Rs. 20,000-30,000 and 26% of the people fall under the income group of more than
30,000.

Table No.4:-
Table showing the best way of sales and Promotion.
PARTICULARS NO.OF RESPONDENTS PERCENTAGE
Advertisement 12 24%
Sales and promotion 16 32%
Person to person 14 28%

communication
Personal selling 08 16%
TOTAL 50 100%

Graph No.4:-
Graph showing the best way of sales and promotion
35 32
P 30 28
e
24
r 25
c
20
e 16
Column1
n 15
t Column2
a 10 Column3
g
5 Column4
e
0
Advertisement Sales and person to Personal salling
dostribution person
communication
SALES AND DISTRIBUTION
Analysis: - In the above table we can see the types of source by which the
respondents came to know about the bajaj Motors. In that 24% respondents came to
know from advertisement, 32% from sales and distribution, 28% from Person to
person communication and 16% of the respondents came to know from personal
selling.

Table No.5:-
Table showing the percentage of promotion Methods.
PARTICULARS NO.OF RESPONDENTS PERCENTAGE
Dealer 13 26%
Promotion channel 16 32%
Personal selling 11 22%
Advertisement 10 20%
TOTAL 50 100%

Graph No.5:-
The graph showing the different promotion methods.
35 32
P
E 30
26
R 25 22
C 20
E 20
N 15 Column1
T
10 Column2
A
G Column3
5
E Column4
0 Column1
Dealer Distribution Person selling Advertisment
channel
DISTRIBUTION METHODS
Analysis:-The above table gives the information that the 26%of people choose the
Panache Motor because of Distribution method of Dealer, 32% because of distribution
channel, 22% because of personal selling and the 20% of people choose the Panache
Motor because of Advertisement.

FINDINGS AND SUGGESTIONS
FINDINGS
The below given inferences where actually delivered

 Majority of the respondents who prefer to ride the Bajaj

Pulsar are in the age group of below 30 years.
 Majority of the respondents belongs to the male group thus it can be observed that
males play an important role in purchasing decision
.
 Majority of the respondents belongs from Professional group as an occupation
 Majority of the respondents belongs to the group where the monthly earning is
below 20,000.
 Majority of the respondents came to know about the Bajaj pulsar through their
friends and relatives.
 Majority of the respondents using Bajaj pulsar 150cc i.e. 79% and Bajaj Pulsar 180
cc i.e. 10%.
 Most of the respondents go for pulsar because of its Pick-Up and style.
 Majority of the respondents do not expecting any other modification in existing

models of pulsar.
 Majority of the respondents bikes mileage is in between of 40-50 km/ltr.
 Majority of the respondents are satisfied with the bikes mileage.
 Majority of the respondents 78% are satisfied with the bikes power and pick-up.
 Majority of the respondents 66% are satisfied with the cost of maintenance of the
bike.

 Most of the respondents are satisfied with the riding

comfort and safety.
 Most of the respondents feel that responsiveness of the dealer towards the
complaints is good.
 Most of the respondents are satisfied with the after sales services from the dealer.
 Majority of the respondents 47% are satisfied with the quality after sales and
service of the Bajaj Pulsar.
 90% of the respondents are satisfied with availability of the spare parts at service
centre
 64% respondents feel that reliability of bike is good.
 Majority of the respondents 65% are expecting new version of Pulsar by Bajaj.
 Most of the respondents feel that on the basis of performance/ quality they will
recommend others to buy the Bajaj Pulsar.

SUGGESTIONS
Based on the findings of the study stating some of the important suggestions that
the company can really go for to extend its operation market share, profit and so
on.
1. CONCENTRATE ON EFFECTIVE AND INFORMATIVE

ADVERTISEMENT STRATEGY
In order to attract and retain the customers the company should

a. Develop both the informative and attractive advertisement strategies
b. Company should go for advertising about the product in almost all the medias
c. Regular modifications should be the content of the advertisement
d. The presentation of the advertisement should be appealing to the customer
2. REWARDS FOR THE BEST DEALERS
In the present competitive markets, a company can be develop on its own efforts. It
has to depend on others, i.e. it has to take effective support from its dealers . To get
effective support it has to study and motivate them like:
The company has to provide rewards , awards, offers, discount to its
dealers to promote its products very effectively in the domestic market. If
implemented definitely they may lend to tremendous increase in the turnover of the
company
EFFICIENCY IN AFTER SALES SERVICE:
Retaining few satisfied customer is as good as attracting ten new customers . It

implies that a company can easily increases the number of its customers but is very
difficulty to retain them.
In order to retain the customers especially the company should:

a. Give more importance to the quality of the sales service.

b. Remind the customer as to when they have to get their vehicles serviced.
c. Give tips to them on maintenance of vehicles
3. CUSTOMER RESEARCH STUDY:
This is also one of the important tools to the company to know that extra facilities
the customers are expecting from the company and how they are comparing out
vehicles with vehicles of computers etc...
As most of the customers expecting that the improvement should be done on the
seating of bajaj pulsar, it is necessary for the company to concentrate on this
aspect. This is because one should feel comfortable in riding; this intern depends
on the seating arrangement of the vehicles.
4. PROMOTIONAL STRATEGIES:
Festival offers, Exchange melas, offer of gold coins and other valuable things can
be introduced in order to increase its turnover. Provide the financial schemes to
increase the sales.

From the study it is concluded that majority of the customers satisfied by the pulsar
rendered by Bajaj.
While doing this project I came to know how challenging it is to satisfy the
present day customers, I also realized various types of customers right from those
who have genuine to ego kind of problems, but how important it is to satisfy all of
them.

During the course of project i also understood that all

customers cannot be satisfied all the times it is only how well can we come to the
satisfaction level, which actually matters.
It is also understood that the volume of customers is mainly from the youth
section and is mainly male population which means that the company should be
more youth centric and at the same time should have a different marketing strategy
for the elder population as they need to be pushed to the market.
QUESTIONNAIRE
(A STUDY ON CUSTOMER SATISFACTION TOWARDS BAJAJ Discover)
QUESTIONNAIRE
Dear Sir /Madam,

Syed Abrar Final year of BBM of HKBK Degree

college as per my curriculum, I am conducting a survey to find out
“study on sales promotion with reference to Bajaj bikes at varadha
enterprises in Bangalore”. I would be grateful if you can spare your
valuable time and co-operate with me in answering the best of your
knowledge.
. Name: _________________________
. ADDRESS: ____________________________________________
______________________________________________________
__________________________________________
1. Specify your age group:
a) Less than 25 ( ) b) 25-35 ( )
c) 35-45 ( ) d) above 45 ( )
2. Specify your gender?
a) Male ( ) b) Female ( )
3. Employment status:
a) govt. Employee ( ) b) pvt. Employee ( )
c) Student ( ) d) other ( )
If other please specifies: __________________________
4. Average monthly income:
a) Less than 20,000 ( ) b) 20,000-25,000 ( )
c) 25,000-30,000 ( ) d) more than 30,000 ( )
5. How do you come to know about Bajaj?
a) Advertisement ( ) b) friends ( )
c) Dealers ( ) d) sales personal ( )

6. Why did you choose varadha enterprises?
a) Exclusive range ( ) b) effective sales person ( )
c) After sales service ( ) d) other ( )
If other please specify _________________________
7. What do you feel about service offered to you in Bajaj enterprises?
a) Excellent ( ) b) very good ( )
c) Good ( ) d) bad ( )
8. How do you rate varadha enterprises when compare to the other

dealers of Bajaj?
c) Good ( ) d) fair ( )
9. Do you own a two wheeler?
a) Yes ( ) b) No ( )
10. Which brand are you using now?
a) Bajaj ( ) b) hero Honda ( )
c) TVs ( ) d) Yamaha ( )
11. According to you who is the market leader in two-wheeler?
a) Bajaj ( ) b) Hero Honda ( )
c) TVs ( ) d) Yamaha ( )
12. According to you what is the best feature in Bajaj two wheelers?
a) Mileage ( ) b) style/look ( )
c) Speed ( ) d) smooth handling ( )
13. Where did you buy your two wheeler from?

a) Varadha enterprises ( ) b) millennium

enterprises ( )
c) Bajaj motors ( ) d) manjunath motors ( )
14. What do you feel about the price the range offer by the Bajaj?
a) High ( ) b) very high ( )
c) Affordable ( ) d) low ( )
15. Please mention your opinion about physical appearance of Bajaj

bikes?
a) Excellent ( ) b) Good ( )
c) Satisfactory ( ) d) ok ( )
16. What do you feel about the comfort ability of Bajaj bikes?
c) Satisfactory ( ) d) ok ( )
17. According to you what are the advantages of Bajaj two wheeler when
compare to other two wheeler?
a) Low cost ( ) b) Good looking ( )
c) Speed ( ) d) smooth handling ( )
18. How do you rate the availability of Bajaj bikes?
c) Satisfactory ( ) d) Not available ( )
19. What do you feel about the availability of the spare parts of Bajaj
bikes?
c) Good ( ) d) fair ( )
20. Did you get the full service from the Bajaj motors?

a) Yes ( ) b) No ( )
21. Are you satisfied by the service offered by the Bajaj?
a) Yes ( ) b) No ( )
22. Any suggestion towards Bajaj motors
___________________________________________________________
___________________________________________________________
___________________________________________________________
______________________
Suggestion / comments if any
SIGNATURE:
THANK YOU
BIBLIOGRAPHY
 “MARKETING MANAGEMENT” - Philip Kotler

 “CONSUMER BEHAVIOUR” - Suja Nair
 “MARKETING RESEARCH“ - Rajendra Nargundakar
 World wide web
o www.bajajautoltd.com

o www.teambhp.com
o www.wikipaedia.com

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A STUDY ON SALES PROMOTION

Broadly speaking promotion means to push forward or to advance an idea in

It is an effort by the marketer to inform and persuade buyers to accept,

Promotion is a form of communication with an additional element of persuasion.

The promotional activity always attempts to affect knowledge, attitudes

to accept ideas, product, services, etc is the heart of promotion.

In any exchange activity, communication is absolutely necessary. You may

HKBK DEGREE COLLEGEPage 1

The marketer must communicate to his prospective buyer and provide

Promotion is a process of marketing communication involving information,

persuasion and influence. Promotion has three specific purposes. It communicates

marketing information to consumer, users and resellers.

behavior. Promotional efforts act as a powerful tool of competition providing the

cutting edge of its entire marketing programme.

Marketers have adopted a communication view of their firm’s promotional

activities. Receiver is now regarded as an active participant in the process of

communication. All marketing communications must be planned as part of the total

system, not as independent pieces. The communication or promotion mixes four

 All forms of sales promotion

HKBK DEGREE COLLEGEPage 2

PLANNING PROMOTIONS TO BENEFIT THE CONSUMER:

Promotions, which deliver value, will go a long way in building customer

to be a source of value for the customer.

especially when the value of money is corded by rising prices .

When prospective consumers are postponing their purchase decision

especially seen in the core of consumer durables promotions in the form of

HKBK DEGREE COLLEGEPage 3

i. To introduce new products

ii. To attract new customers and retain the existing ones

iii. To maintain sales of seasonal products

iv. To meet the challenge of competition

Let us learn about these objectives in details.

glycerin soap etc., which are used only in particular seasons.

HKBK DEGREE COLLEGEPage 4

(iv) To meet the challenge of competition: Today’s

 Tools of Sales Promotion

To increase the sale of any product manufactures or producers adopt different

commonly used tools of sales promotion.

new customers. Some businessmen distribute samples among selected

distributed among teachers.

HKBK DEGREE COLLEGEPage 5

are effective in inducing consumers to buy a particular

attention to product improvement. ‘Bring your old mixer-cum-juicer and exchange it

with a colour television’ are various popular examples of exchange scheme.

schemes. This type of scheme is designed to boost up sales in off-season and

sometimes while introducing a new product in the market.

of a product or through an advertisement printed in the newspaper or magazine or

the prospective customers towards new or improved products.

HKBK DEGREE COLLEGEPage 6

HKBK DEGREE COLLEGEPage 7

TITLE OF THE PROJECT

“A project on sales promotion by Bajaj Company at Vardha enterprises,

HKBK DEGREE COLLEGEPage 8

STATEMENT OF THE PROBLEM

OBJECTIVES OF THE STUDY

 To measure how the customer preserves your performance against men

HKBK DEGREE COLLEGEPage 9

TOOLS OF DATA COLLECTION

METHODS OF DATA COLLECTION

Secondary data was collected by the following means:

HKBK DEGREE COLLEGEPage 10

recommendation and suggestions, keeping the objectives

LIMITATIONS OF THE STUDY