This document provides an analysis of Bajaj Auto and their Pulsar motorcycle. It discusses the Indian auto industry context and trends. It then analyzes Bajaj Auto specifically, including their financial performance and market position. Next, it examines the motorcycle market segments and key competitors. The document also includes a SWOT analysis of Bajaj Auto and segmentation of motorcycle consumers. It identifies the target market and positioning for the Pulsar motorcycle. Finally, it provides details on the Pulsar 220 product, placement, price, and promotion strategies.

1. BAJAJ PULSAR
Pratik Bagwe
Akshay Ikke
Tejas Jadhav
Swapnil Pawar
Pranav Sharma
Aditya Shetti

3. Contents
• Situation analysis
• Company and Competitor Analysis
• Customer Analysis
• Product Strategy
• Supporting Marketing Programs

4. Indian Auto Industry – at a Glace
India is the 2nd largest two-wheeler market in the world
4th largest commercial vehicle market in the world
11th largest passenger car market in the world and is
expected to become the 7th largest by 2016
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5. Bajaj Auto – at a Glace
Market Capital : Rs 41,554.22 Crores (Aug
2010)
Total Income : Rs. 11900+ Crores
One of the oldest and the largest manufacturer of
automobiles in India
India's largest and the world's 4th largest two-and
three-wheeler maker
Bajaj Auto makes motor scooters, motorcycles
and the auto rickshaw.
Changed its image from a scooter manufacturer
to a two wheeler manufacturer
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6. Bajaj Auto – at a Glance
2009-10 has been a record year for Bajaj Auto in terms of highest ever sales,
exports, profits and margins.
Net sales and other operating income grew by 35% to Rs.119.21 billion.
The year saw record sales of 2.85 million units – over 2.5 million motorcycles
and 340,937 three-wheelers.
Exports rose by 15% to 891,002 units.
Profit after tax (PAT) grew by 160% to Rs.17.03 billion.
Surplus cash and cash equivalents in the Company’s balance sheet as on 31
March 2010 stood at Rs.32.6 billion,
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7. SITUATION ANALYSIS
• The motorcycle market is analyzed in three categories:
i) Entry or the price category
ii) Value or the executive category
iii) Premium or the performance category
• Segments as per power:
i) The 150+ cc segment (Pulsar, Avenger)
ii) The 125cc segment (Discover DTS-i)
iii) The up to 110cc segment (CT 100, Discover 110cc)

8. Key Players in Market
• Hero Honda Motors India Limited
• Bajaj Auto Ltd. (BAL)
• TVS Motor Company
• Honda Motorcycle Scooter India (P) Ltd.
• Yamaha Motors India Pvt. Ltd.
• Suzuki Motor Corporation
• Royal Enfield Motors India Limited
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11. Category Analysis
Aggregate Market factors
Demand Drivers
• Increasing disposable incomes
• Low operating cost
• Higher fuel efficiency of New-generation motorcycles
• Greater reliability resulting in low maintenance cost
• Low interest rates translating to low financing and acquisition costs hence greater
affordability.
• Inadequate urban & rural public transportation infrastructure
• Ease of use in congested city centers
Key Market Trends
• Eclipse of scooter segment
• Emergence of new motorcycle sub-segments
• Upto 110cc
• 125 cc (fastest growing)
• 150cc+
• Shrinking product life-cycles

12. Competency Analysis
SWOT Analysis
Strengths:
• Highly experienced management
• Product design and development capabilities
• Extensive R & D focus
• Widespread distribution network
• High performance products across all categories
• High export to domestic sales ratio
• Great financial support network (For financing the
automobile)
• High economies of scale
• High economies of scope
Weaknesses:
• Hasn't employed the excess cash for long.
• Still has to establish a brand to match Hero Honda's
Splendor in commuter segment.
• Not a global player in spite of huge volumes.
• Not a globally recognizable brand (unlike the JV partner
Kawasaki)
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Opportunities:
• Double-digit growth in two-wheeler market.
•Untapped market above 180 cc in motorcycles.
•More maturity towards higher-end motorcycles.
•The growing gearless trendy scooters and scoottee market.
•Growing world demand for entry-level motorcycles
especially in emerging markets.
Threats:
•The competition catches-up any new innovation in no time.
•Threat of cheap imported motorcycles from China.
•Margins getting squeezed from both the directions (Price as
well as Cost)
•TATA Ace is a serious competition for the three-wheeler cargo
segment.

14. Consumer Analysis
• The customers can be segmented into three price points
based on the basis of annual income: Price, Deluxe and
Premium.
Process includes :
• Problem recognition
• Information search
• Evaluation of alternatives
• Purchase decision
• Post Purchase evaluation

15. Macro Socio Economic Factors
• Cultural values
• Social factors
• Personal factors
• Government Regulations (taxes, levies, subsidies, import
duties)

16. Value Proposition
•Digital speedometers
•LED tail lamps
•Split seat for better riding and sitting comfort.
•Fuel and battery charge indicators
•First bike in India with large 33 mm front fork for better
shock absorbing ability.
•NitroX-Nitrogen assisted rear gas shockers give cushion feel

17. Problems
• New entrants in the market such as Honda and Yamaha have been
eating up the market share of Pulsar by launching new models and
variants.
• Low mileage is another problem of powerful bikes. Fuel prices have
increased dramatically over the last few years in India which has
customers thinking twice whether to opt for a high performance
bike or a 2 wheeler which offers good mileage.
• Low-cost bikes still seem to be the crowd favourite in rural markets.
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18. Objective
• Bajaj Auto is to cater the market needs of transportation by
providing 2 wheeler & 3 wheeler vehicles. BAL has been
producing the catalogue product to cater to the changing
market requirements. Based on the customer feedback,
improvements are being made continuously in the existing
products.
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19. 19
High Quality
High
price
Low Quality
Low
price

20. Points of Difference
• Style
• Technology
• Pulsar was the first sports bike launched in India
• Innovative
• Perfection
Points of Parity
• Pricing
• Fuel consumption
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21. STPD Analysis
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Target Group
Young boys in the
age 18-30 middle
class
Positioning
The No.1 Sports bike
in India
Differentiation
Powerful engine and
good pickup

22. 22

23. 23
Pulsar
220

25. Product
• Born as the Fastest Indian, the Pulsar 220F is a
performance machine for the true enthusiast.
• It is a great bike for people looking for power and
a comfortable ride on the Indian roads.

27. Place
• For Bajaj Auto, the supply chain encompasses the
process from vendors to the final customers via
manufacturing. Therefore, the company’s supply chain
involves as much the vendors and the procurement – to
– payment logistics, as it does the manufacturing to
selling processes, or the order to cash system.

28. Price
• The price of Bajaj Pulsar 220F depends on the city. For
Goa, Ex – Showroom price is 83, 450 whereas the On
Road price is 90,000 (Approx.)
• Premier segment bikes which is reflected by its pricing.

29. Promotion
• Bajaj’s dealers had been selling scooters; they had little idea
how to sell motorcycles. So the entire dealership network was
trained to sell motorcycles.
• The introduction of Pulsar was executed with a completely
different approach and a “Definitely Male” positioning.
• The concept of “Definitely Male” was well accepted by the
people and Bajaj came out with some astonishing ads.

31. Other Promotions
• Bajaj completely revamped its identity, gave up the “Humara
Bajaj” umbrella and came up with a completely new enhanced
positioning focusing more on the technology and experience.
• With a new, sharp brand logo, Bajaj pressed itself as “Digital
Biking” and “Distinctly Ahead”.
• Pulsar Mania
• MTV Stunt Mania
• GhostRyderz
• Pulsar Licence