MARKETING STRATEGY

BAJAJ PULSAR

Date: 29-October-2014

Presented By:
Karthik H R (G14023)
Reddypalli Sudheer Reddy (G14043)
Tirthankar Pal (G14055)
Vikas Srivastava (G14059)

ENVIRONMENTAL ANALYSIS
Demographic Environment : 1. 65% of the population below the age of 35
2. More than 52% of male population
Technological Environment : 1. Disk brakes
2. Twin Spark Engines(moving to Triple spark ignition)
3. Tubeless Tires
Political and Economic Environment : 1. Increase in fuel price
2. Impact of rising interest rates
3. Increase in Excise duty and service tax
Legal Environment : 1. Patent war with various competitors
MARKETING PRESENTATION BAJAJ PULSAR

SWOT ANALYSIS
Strengths
1.
2.
3.
4.

Patented Technology
High Brand value
Goodwill amongst customers
Highest Mileage in its segment

Opportunities
1. Untapped rural market
2. Scope for 135cc and 150 CC Pulsar
in International markets

Weaknesses
1. High maintenance cost In long run
2. No endorsement from celebrities

Threats
1. Rising Interest rates by banks for
Motor finance in since 2012
2. Tough competition
3. Rising fuel prices

MARKETING PRESENTATION BAJAJ PULSAR

MARKETING MIX

Product

Price

Place

Leveraging Bajaj Brand Name

Different Variants of the product

from 135 to 220 CC
Leveraging patented technology
such as
DTSi and ExhausTEC
(Torque Expansion Chamber)

Pulsar 220CC is creating

differentiation with
standardization of digital
speedometer , disk brakes and
tubeless tires across all
variants
MARKETING PROJECT - CONSUMER BEHAVIOUR

Promotion
Tag Lines

Value pricing strategy in

which Bajaj is offering
higher value to the
customers with respect
to its competitors
without sacrificing on
product attributes. This
is done to attract value
conscious customers.

> 10000 dealers

Definitely Male
Distinctly Ahead
The Fastest Indian

Eye Catching TV Ads

Hunto TVC
Pulsar Mania

Dealers all over India. High

end models are not offered
in Tier II and Tier III cities to
maintain Brand exclusivity.

Events
Pulsar Stunt Mania
Road shows and college
event promotion.
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COMPETITOR ANALYSIS

MARKETING PRESENTATION BAJAJ PULSAR

CONSUMER BUYING BEHAVIOR

MARKET SEGMENTATION & TARGETING

Categories
Geographic

Segmentation & Targeting

Rural: Bajaj Pulsar 150cc is mainly targeted towards urban youth. The 135cc
variant is more targeted for semi-urban or rural market
Urban: Based on Tier I, II, III and Metro cities, different versions to be introduced

Demographic

Age : Consumers of age group 18 to 35 years prefer Bajaj Pulsar

Gender: Defiantly Male concept still works
Income Range: Upper Middle class with price range of Rs. 75,000 to 80,000

Psychographic

Lifestyle : High Brand consciousness

Personality Traits: Macho Looks

Behavioural

Status Symbol : Based on Brand image and higher performance bikes

Value for Money: Features such as disk brakes, digital speedometer etc.

MARKETING PRESENTATION BAJAJ PULSAR

CURRENT POSITIONING STRATEGY

Initially Positioned as a Macho bike with tagline as Definitely Male to create
psychological effect to connect with young male crowd
Later Positioned as a sports bike with taglines such as The Fastest Indian to
position the brand as high performance bike
The latest model Pulsar 200NS is equipped with Triple spark technology and
positioning pulsar as Indian No.1 Sports Bike

Introduction of 135cc variant to position the bike on its high mileage and value for
money features
Launch planned in 350cc and 400cc bikes to position the brand in super bike

MARKETING PRESENTATION BAJAJ PULSAR

RECOMMENDATIONS
Maintain the brand recall as a sports bike category Branding of the 135cc
variant has to be looked into as company is already in this segment with brands
such a Discover and Platina
As Bajaj is leader in 150cc 225cc bike segment, it should defend its position
by leveraging on its patents and technologies.

Position the brand as a more powerful bike than its competitors, by focusing
more on variants with higher CC such as 220 NS, 350cc and 400cc
Bajaj should arm pulsars with Anti-lock braking system (ABS) adding more to
the safety of consumers
MARKETING PRESENTATION BAJAJ PULSAR

THANK YOU

MARKETING PROJECT - CONSUMER BEHAVIOUR

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