13-11-2012, 04:17 PM
Bajaj Pulsar 150cc Marketing Appraisal
BajajPulsar150cc_Sec_C_FinalReport.doc (Size: 398 KB / Downloads: 112)
INTRODUCTION
Objective
The objective of the project is two fold:
• To understand the basic concepts of marketing, such as marketing mix, SWOT, competitor analysis, buying role, purchase behaviour, buying decision process.
• To do the marketing appraisal of Bajaj Pulsar, so as to understand the successful marketing strategies employed by the Bajaj, and to the identify competition being faced by Bajaj Pulsar. Based on above study, recommendations to be identified for Bajaj Pulsar.
Why Bajaj Pulsar 150cc?
Prior to 2001, bike industry in India was synonymous with name Hero-Honda, and Bajaj was only a small player in this industry.
In 2001, Bajaj decided to launch a bike in not so popular and newly created performance bikes section. This project was faced with internal resistance, reservations by McKinsey and doubts on its effects on Bajaj's relation with Kawasaki.
But Bajaj successfully launched Pulsar, and was successful in creating a new segment in the Indian motorcycle market catering to the younger generation that demands more powerful bikes at affordable prices. It also caused a heavy damp in Hero-Honda pockets with Pulsar launch. Not only this, Pulsar has been able to maintain the lead, re-engineered itself time-and-again to meet customer demands and successfully warding off challenges from various competitors successfully for the last 7-8 years.
So, to study the reasons of Bajaj Pulsar’s astonishing success from marketing perspective, we decided to go for marketing project on Bajaj Pulsar 150cc.
Flow of the Study
The flow to be followed for marketing appraisal of Bajaj Pulsar in the report shall be:
• Analysis of internal and external factors
o Marketing Mix - Study the marketing mix of Bajaj for Pulsar 150cc.
SWOT analysis – SWOT analysis using the internal and external environment factors study
Competitor analysis – Study the major competitor and their strategies
• Consumer Behavior – To understand the decision making process of the consumer, which will aid Bajaj to align its marketing strategy to ensure maximum customer satisfaction
• Summing up -
Future Insights
Suggestions – Suggestions to Bajaj on basis on SWOT, competitor and consumer behaviour study
Conclusion
About Bajaj Pulsar
A two wheeler making its way through the rain carrying the Indian National Flag, a family legacy being passed from Father to Son – It was this “Hamara Bajaj” positioning of Bajaj scooters that made Bajaj Auto the leading two-wheeler manufacturer in the country during 1970s and 80s. The secret was beautiful integration of 4 P’s for a middle class Indian consumer.
During the 1990’s Indian bike market was divided broadly into Economy, Executive and Premium Bikes. In 1999 Hero Honda, dominating the two wheeler industry, created a new segment of 150 cc performance segment with its CBZ. In 2001 Bajaj for the first time launched a bike, without a Kawasaki label and gave a new life to the Performance segment. Although not a pioneer, Bajaj made the performance segment one of the fastest growing segment in the two wheeler market with its “Definitely Male” Bajaj Pulsar.