17-08-2013, 12:38 PM
A REPORT ON MARKETING & BRANDING OF BAJAJ PULSAR DTSi
MARKETING & BRANDING.pdf (Size: 726.82 KB / Downloads: 168)
BAJAJ
Bajaj Auto came into existence on November 29,
1945 as M/s Bachraj Trading Corporation Private
Limited. It started off by selling imported two- and
three-wheelers in India. In 1959, it obtained license
from the Government of India to manufacture two-
and three-wheelers and it went public in 1960. In 1970, it rolled out its 100,000th vehicle. In
1977, it managed to produce and sell 100,000 vehicles in a single financial year. In 1985, it
started producing at Waluj in Aurangabad. In 1986, it managed to produce and sell 500,000
vehicles in a single financial year. In 1995, it rolled out its ten millionth vehicle and produced
and sold 1 million vehicles in a year.
Key Highlights
•The total motorcycle sales in 2003-04 crossed the "1 million" mark registering a growth of
18% v/s 2002-03 - higher than the industry growth rate of 15%.
•To increase its volumes in the entry level segment of the motorcycle market, the Company
has launched a new model CT-100 in May 2004. This bike with its class leading performance
and phenomenal fuel efficiency is expected to redefine the entry level segment.
•To garner a substantial share in the executive segment of the motorcycle market a
technologically superior bike, internally code named K 60, will be launched in second
quarter of 2004-05.
•The Pulsar continues to be a market leader in the premium end of the motorcycle market with
a sale of over 297,000 numbers in 2003-04. The cumulative sale of Pulsar's to date has
crossed the 500,000 mark within a short span of 29 months.
•In the ungeared scooter segment an upgrade of Spirit with a 70cc engine and a new ungeared
scooter "Wave" will be launched in the second quarter of 2004-05.
ADVERTISING STRATEGY
Bajaj is always known for its outstanding ads over the period of time. Since its inception,
Bajaj has come out with variety of ads and were always successful in their advertisements.
Scooters were well known by the brand name of Bajaj. Be it any scooter, one used to recognize it
by the brand name Bajaj. This was the identity a decade ago which the Bajaj has still maintained.
Bajaj is always known for its ads without well-known brand ambassadors which is again a plus
point to its cart as it saves a huge cost in terms of brand ambassadors unlike Hero Honda and
TVS. Prior, Bajaj used to convey the feeling of ‘Indianness’ in its ads. With a punch line
‘Hamara Bajaj’ Bajaj drove into everybody’s hearts and the title song of ‘Naye Bharat Ki Naye
Tasveer’ added a great value to its mobikes and scooters.
BAJAJ PULSER DTSi
HOW THE PULSAR CAME IN TO INDIAN MARKET
Before the introduction of the Pulsar, the Indian motorcycle market trend was towards fuel
efficient, small capacity motorcycles (that formed the 80-125 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 demand for performance bikes. Bajaj took the
cue from there on and launched the Pulsar twins in India on November 24, 2001. Since the
introduction and success of Hero Honda CBZ, the Indian youth began expecting high power and
other features from affordable motorcycles.
The project was faced with internal resistance, reservations by Mckinsey and doubts on its
effects on Bajaj's relation with Kawasaki. The project required approximately 36 months for
completion and cost Bajaj Rs 1 billion.