Professional Documents
Culture Documents
Report On Marketing and Branding Bajaj Pulsar
Report On Marketing and Branding Bajaj Pulsar
REPORT
ON
MARKETING &
BRANDING
OF
BAJAJ PULSAR DTSi
SU
BMITTED BY:
SHANTA
NU
ROLL
NO:26
M.F.TECH(A.P)
BAJAJ
Hamara Naya 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 twoand 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.
Bajaj Auto is a major Indian automobile manufacturer. It is India's largest and the world's 4th
largest two- and three-wheeler maker. It is based in Pune, Maharashtra, with plants in Waluj near
Aurangabad, Akurdi and Chakan, near Pune. Bajaj Auto makes and exports motorscooters,
motorcycles and the auto rickshaw. It is widely believed that Bajaj is headed for a de-merger into
2 separate companies: Bajaj Auto and Bajaj Finance.
1946.
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.
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.
o
o
Kawasaki Eliminator
Bajaj Pulsar
Bajaj Boxer
Bajaj CT 100
Bajaj Platina
Bajaj Caliber
Bajaj Discover
Bajaj Avenger
Upcoming Models
Bajaj Blade
Bajaj Sonic
for many decades, finally paved way for a refreshing new look symbol with the Bajaj
logotype in capital letters. The new identity arrives at a time when Bajaj Auto has
successfully metamorphosed into a major motorcycle manufacturer with proven credentials
in award winning Pulsar twins and also proved its technological capability with the
introduction the revolutionary Digital Twin Spark Ignition (DTSi) technology.
The new visual identity of Bajaj Auto emanates from the confirmation of core values, which
Bajaj has identified as its brand values. The Brand essence for the new Bajaj has been
defined as "Excitement". Excitement engineering will deliver and inspire confidence in to
various stakeholders like Bajaj has traditionally done. Bajaj promises to live its essence
through a set of five Brand Values of Learning, Innovation, Perfection, Speed and
Transparency.
The change in Identity is a part of the ongoing changes happening at Bajaj. At a time when
Bajaj has state of the art manufacturing infrastructure, has an enviable distribution and
service network, has created a benchmark R&D facility and at a time when the customer has
changed in terms of its exposure to quality and style, the change in Identity will help invite a
paradigm shift in consumer perception of the company.
The traditional hexagonal symbol has been replaced by an open abstract form of stylized B,
the "flying B" as it has been named represents style and technology. It also has a strong
association with the heritage of Bajaj since the external form has a hint of hexagon. "Flying
B" form denotes speed and open form denotes the transparency.
Bajaj has adopted a new brandline of "Inspiring Confidence". In whatever the company does
it seeks to inspire confidence in its audience. Bajaj has traditionally enjoyed tremendous
consumer support and plans to consolidate and move ahead on this. The Brandline appears
below the Logotype in a script font. This font is to represent learning values at Bajaj and that
Bajaj as a brand moves closer to customer.
The Identity has a fresh new Blue colour. This Blue represents stability and strength of Bajaj.
Blue also represents high technology and precision engineering. The new Identity presents a
futuristic face of the new global Bajaj. Elephant Design has been working with Bajaj on
creating and implementing the new Bajaj identity. The new brand will manifest in all
consumer and employee interfaces.
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 everybodys hearts and the title song of Naye Bharat Ki Naye
Tasveer added a great value to its mobikes and scooters.
A couple of years back, Bajaj had introduced an advertisement which promoted all the
different ranges it had, wherein they had shown each product they had with a feeling of
Indianness. Example: Eliminator passes-by a rangoli and drives slowly sideways without
disturbing it. People on boxer pass-by a temple and bend their head to give a little offering. Such
ads had revealing Indian culture had a great effect on Indians and Bajaj was successful in most of
its ads.
But recently, Bajaj had changed its brand logo alongwith its punch line i.e. Hamara
Bajaj got converted to Inspiring Confidence. The reason for this change as told by the
company officials was to keep pace with the new technologies in the fast moving world. Even
though it had changed its punch line, it didnt have much effect on its brand image.
A year
back,
Bajaj
PULSAR 150cc and 180cc. Though Bajaj had changed its identity it still dominates for its
creativity in ads.
On arriving home, the biker is greeted As he takes off his helmet everything
by a robotic dog.
turns back to it's usual self. MVO:
"Imagine a world as advanced as the
new Pulsar DTS-i...
DTSi came out to be a good one with proper publicity advertisements and that too without any
highly paid brand ambassadors. After this ad was successful Bajaj came out with a second ad
wherein a man is shown performing various stunts on his DTSi Pulsar. Even this one was an
outstanding one.
Market position:
As of 2006, the Bajaj Pulsars form the most popular motorbike product in the newly emerging
150+ cc class of Indian two wheeler market .Bajaj have been regularly making alterations to it to
make the motorbike look fresh at all times.
Launches the exciting new 200 cc Pulsar DTS-I : Bajaj Auto, the pioneer in performance
biking has further extended the portfolio with the launch of the new 200 cc Pulsar DTS-i in
New Delhi today. The latest offering has set new benchmarks in technology, performance, and
styling to address the needs of a growing segment of pro-bikers.
The new Pulsar has many firsts to its credit. It comes equipped with an Oil cooler, which helps
control engine oil temperatures at sustained high speeds and rpms, thus ensuring more stable
engine oil viscosity. The 200cc DTS-i engine generates 18 Ps of raw pulsating power to provide
riding excitement to performance hungry bikers. This makes the Pulsar 200 the most sporty and
stylish powerhouse on two wheels to pace the Indian roads.
Its also the first bike in India to feature both front and rear tubeless tyres, which besides offering
superior stability are safer than conventional tube types and in sync with the offerings abroad for
similar applications. The rear tyre is the broadest in its category to ensure better road grip and
stability.
The new digital console is an advanced version of the latest Pulsar family. Apart from the Digital
Odometer, Digital Speedo Meter, Digital Fuel Gauge and two Digital Trip Meters, the console on
the 200 cc Pulsar DTS-i has indicators for Air filter condition, Engine temperature, Battery
voltage and Oil level, all of which contribute to enhancing rider info for trouble-free riding.
Another first is the use of split seats for styling and comfort. The split grab rail perfectly
compliments the new rear chiseled looks. It is also the first Indian bike to have electric start as
the sole means of engine cranking, dispensing with the kick lever.
Mr. S.Sridhar, VP (Sales & Marketing-2 wh), Bajaj Auto Ltd said, This launch is in line with
our strategy of enhancing our product portfolio to offer riding excitement to pro-bikers. Our
entire focus and effort is to deliver outstanding technology and performance. The new Pulsar has
now raised the bar in the motorcycle industry with superior technology and features such as the
engine oil cooler, digital console etc.
He added, We are already market leaders by far in the performance segment and launch of
Pulsar 200 DTS-i would further reinforce our position in this important segment. The bike joins
the immensely popular 150 cc and the 180cc Pulsar DTS-i to extend the Pulsar DTS-i range
across a range of price and performance points. The bike would be available at exclusive
Probiking showrooms at select locations across the country. Performance biking now also comes
at an attractive price of Rs.65,497 ex showroom, New Delhi.
PULSAR DTSi
The Pulsar twins are claimed to have taken the market by storm since their launch in Nov'01. The
DTSi engine consists of the Digital Twin Spark ignition, Digital CDI unit, TRICS III, CV
Carburetor all state of the art features that bring the digital biking to a new level. The result is
consistent & responsive engine output for varying load and speed conditions at different levels of
acceleration.
PULSAR 150/180
Targeted at the youth segment, the Bajaj
robust machine
advanced
mechanism
performance.
that
offers
great
distinctive
to Pulsar.
Features: Sporty Looks, Supreme Performance, Riding Comfort, Safety
feel
Headlamp encaged in a black casing (called the Phantom Headlamp), Digital Console,
back lit switches, and split rail grabs (Available elsewhere only on P220, and not on P150
and P180).
Distinguishing from the existing Pulsar sibling, this bike has a new tank cowl.
Rear pegs are taken behind, than those available on commuter bikes, to give a sporty
riding position
An all Stainless Steel silencer with a Aluminium muffler can for genuine sporty looks and
long life.
Large 33 mm Front forks for muscular looks and to take care of the extra suspension
and braking loads.
Large 260 mm front disc for strong and predictable stopping power.
A unique Auto Switchover feature comes into play incase one of the two Headlamp
filaments stops functioning.
A unique Battery Energy Conserving feature ensures a fixed delay after 3 continuous
cranks.
All new Blue tinged bulbs for the main headlamp and parking lamps. These emit strong
White light for a distinctive look.
Sleek, Twin row, Light-Emitting Diodes (LEDs) for the tail and brake lamp ensures Zero
Maintenance. and a long battery life.
Self-canceling Indicators that switch off when the turn has been completed and the
handlebar comes to a straight ahead position with a pre-set automatic switch off
function, even if the turn has not been undertaken.
Smooth, positive, virtually friction-free gearshift feel with new shifter assembly, an
integrated over-shift preventor, and shift forks with rollers mated to a change drum.
A Low Maintenance Battery with a unique venting valve, drastically reducing electrolyte
loss and therefore reducing frequency of routine maintenance.
Black paint theme carried over to the front fork legs, the rear shock absorbers, and the
swing arm, in addition to the engine, for deadly looks.
High performance exposed O ring Drive chain for running in dusty conditions,
providing for clean uncluttered looks and commensurate with the bikes image.
Technical Specifications
Engine
Suspension
Type
Displacement
198.8 cc
Max Power
18 Ps / 13.25 Kw
Max Torque
Front
Rear
Brakes
Front
Rear
Front
Rear
Fuel Tank
Full
Electricals
System
12V AC + DC
Headlamp
Wheelbase
1345 mm
Weight
145 Kg
Tyres
Dimensions
justified against the additional investment of an extra spark plug. This may well be the reason
behind very few Indian motorcycles offering products based
Bajaj Auto's move to sue TVS comes two days after the Chennai-based company announced
plans to roll out its latest 125 cc bike 'Flame' with Controlled Combustion Variable Timing
Intelligent (CC-VTi) technology. Bajaj Auto Ltd is planning to sue south Indian rival TVS Motor
Co for "infringing" upon intellectual property rights of its patented digital twin
spark ignition (DTSi) technology.
The
first is the purpose for which they are doing it (use of twin spark ignition for
enhanced performance and better mileage). Secondly, the size (of engine) is same
and third, construction of engine is also the same,
2. ExhausTEC :
Bajaj gets patent for EshausTEC technology .
"The Indian Patent Office granted Bajaj Auto a patent for its 'ExhausTEC' invention vide Patent
No 231498 dated March 5, 2009. This grant was published in Patent Gazette, dated March 27,
2009
ExhausTEC stands for Exhaust Torque Expansion Chamber, a Bajaj Auto trademark. The
technology involves use of a small chamber connected to the exhaust pipe of the engine to
modify the back-pressure and the swirl characteristics, with an aim to improve the low-end
performance of the bikes. This was attempted in response to the issue of a reported lack of lowend response in Bajaj's single-cylinder four-stroke engines. The ExhausTEC technology is
claimed to be highly effective in improving the overall engine response, especially the low-end
torque characteristics. This enhanced performance is claimed to come at no loss of top-end
performance or engine smoothness.
Earlier, BAL had applied for patent of this technology in 2004. Later, TVS unveiled a series of
new products, which Bajaj alleged of patent infringement of its ExhausTEC technology and
served notice to the Chennai-based firm in December, 2007. Bajaj Auto claimed that ExhausTEC
significantly improves low- and mid-range torque (tendency of a force to rotate an object about
an axis) in a single cylinder four stroke engine, employing a chamber of predetermined volume
attached to the exhaust pipe.
TRADEMARK:
1.Bajaj has used its logo as a Trademark.
INDUSTRIAL DESIGN
1.Sporty look .
3.Sleek, lamp Twin row, Light-Emitting Diodes (LEDs) for the tail and brake
1.
2.
3.
4.
5.
www.indiaprwire.com/pressrelease/auto
www.2wheelsindia.com/2006/11/new-bajaj-pulsar-200-cc-picsimages
www.2wheelsindia.com/2006/12/bajaj-pulsar-200-cc-dtsi
www.scribd.com/doc/12751786/Bajaj-Hard-Copy
www.vicky.in/straightfrmtheheart/pulsar-200cc-versus-new-karizma