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Positioning Strategy For Pulsar and Its Effect
Positioning Strategy For Pulsar and Its Effect
PROJECT REPORT
A survey to study “positioning strategy for pulsar and its effect”
I hereby declare that this project that report entitled a survey to study
“Positioning strategy for pulsar and its effects”
The project work has been prepared by me under the guidance of Mr. Rohit C
Kalaskar director.
Place: Hubli
Date:
(Suresh Babu P)
CERTIFICATE
Finally thanks to Mr.Rohit C Kalaskar Sir without his moral support this could not
have been a great success for me.
Abstract
The survey to study “Positioning strategy for pulsar and its effects” is prepared
under the guidelines of Mr.Rohit C Kalaskar (Director and Faculty).
There is a sufficient of data analysis and conclusions are given in the research
paper. On the basis of feedback through questionnaire and observation method, I
find out that the Hubli consumer has changed their strategy towards the products
and starts to purchase them on the basis of their quality.
The each of them are increasing their products, qualities, and looks and providing
better services everyday.
Our analysis is based on sample results. It was a difficult task to gather the
information from respondents by meeting them personally in order to get
questionnaire filled. There was a lot of time pressure and sometimes unwillingness
of respondents to respond.
Mr.Rohit C Kalaskar
(DIRECTER)
INDEX
CHAPTER.1
Introduction & Design of the study
Statement of the study
Objectives of the study
Need for the study
Methodology
(a) Size of the sample
(b) Sampling design
(c) Sample technique
Data collection
Hypothesis (Formula)
Geographical area of study
Data analysis
Limitation
CHAPTER.2
An over view of the study
CHAPTER.3
Opinion of the study
CHAPTER.4
Survey of findings suggestion and conclusion
CHAPTER-1
Executive summery
The research titled “positioning strategy for pulsar and its effect.” It helps to
understand which strategy Bajaj Company is using to position the pulsar in the
market. This research is carried out as per the steps of market research process. To
meet the objectives primary research is undertaken.
The group's flagship company, Bajaj Auto, is ranked as the world's fourth largest
two- and three- wheeler manufacturer and the Bajaj brand is well-known across
several countries in Latin America, Africa, Middle East, South and South East
Asia.
The bajaj company had introduced pulsar bike with 150cc in 2001. After words the
bajaj company keeps on altering the model of the pulsar. Till 2003 they were
modifying pulsar 150cc only than they released pulsar180cc in
2003.simultaneously they introduced 200cc and 220cc in 2005and 2007.
The main objectives of this project are to under stand which strategy bajaj has
used to position pulsar in the market and to study how bajaj pulsar effects the other
two wheelers the methodology of the project is exploratory method and sample
200, geographical area is Hubli.
Introduction
There was a time when the bike companies ignores in the market, they took no any
interest to produced or sell products in the market in India. It was the initial stage
of bike companies in India. As per as the time had passed, the strategy and
marketing style of bike companies had been changed.
The research titled “positioning strategy for pulsar and its effect.” It helps to
understand which strategy Bajaj Company is using to position the pulsar in the
market. This research is carried out as per the steps of market research process. To
meet the objectives primary research is undertaken.
The Bajaj Group is amongst the top 10 business houses in India. Its footprint
stretches over a wide range of industries, spanning automobiles (two-wheelers and
three-wheelers), home appliances, lighting, iron and steel, insurance, travel and
finance.
The group's flagship company, Bajaj Auto, is ranked as the world's fourth largest
two- and three- wheeler manufacturer and the Bajaj brand is well-known across
several countries in Latin America, Africa, Middle East, South and South East
Asia.
The present Chairman of the group, Rahul Bajaj, took charge of the business in
1965. Under his leadership, the turnover of the Bajaj Auto the flagship company
has gone up from Rs.72 million to Rs.46.16 billion (USD 936 million), its product
portfolio has expanded from one to and the brand has found a global market. He is
one of India's most distinguished business leaders and internationally respected for
his business acumen and entrepreneurial spirit.
Design of the study
The design of the study determines the steps to be followed to conduct the study
and the important topics, which are to be covered in the study.
This research is carried out as per the steps of market research process. To meet the
objectives primary research is undertaken.
The basic study on attempt has been made to separate the various respondents on
basis of their age, income, education, profession and external factors.
Statement of the problem
A survey study to positioning strategy for pulsar and its effect in Hubli City
It is to know the opinion of the consumer about the Bajaj pulsar bike.
Objectives
1. To under stand which strategy Bajaj has used to position pulsar in the
market
4. To study which factors has influenced the customer to buy Bajaj pulsar
In those days, the bike market is the one of the best opportunity for the segment
bike sector in the India. It is wider and less competitive market for the bike. As the
income level of the consumers increasing, the demand of car is increasing
continuously. The various need of the study is given as follows:-
SAMPLE DESIGN
SAMPLE UNIT: - All working people are included both the genders i.e. males and
females irrespective of their education level.
PRIMARY DATA
SECONDARY DATA
Secondary data was collected through magazines, research papers, internet etc.
Data collection
Questionnaire design
As the questionnaire is self administrated one, the survey is kept simple and user
friendly. Words used in questionnaire are readily understandable to all respondent.
Also technical jargons are avoided to ensure that there is no confusion for
respondents.
Definition of the Problem
The study of opportunity for bike companies in the market is a sum total of
different analytical survey of different bike companies in the Hubli area. In one
sense, we can say that it is determination of how much market captured by
different bike companies
Changing lifestyles
Rising per capital income, increased literacy and fast urbanization have caused fast
growth and change in demand patterns. The rising aspiration levels, increase in
spending power has led to a change in the consumption pattern.
Hypothesis
I conducted serve in the serve in Hubli City areas like Gokul road, CBT, Aruna
colony, Navanagar, Maruti Nagar, Sirur park circle, Desh pandye nagar etc.
Limitations
While surveying I encounter with some problems like some people were not
willing to respond and few of them who responded were in hurry hence the active
participation was lacking.
Another problem which we face was that people were hesitating to give
information about their opinion. Except it, the sample size we have taken for
survey was small and it’s a difficult task to draw accurate conclusion or reach to an
exact result on the basis of limited sample size. Moreover, our investment was
limited and time was also less to go in depth.
Threats to us are that- as people were hesitating to give their opinion and details so
there is chance of error regarding opinion.
CHAPTER-2
Over view
Bajaj Auto Ltd
"Inspiring Confidence"
E-mail rahulbajaj@bajajauto.co.in
Website http://www.bajajauto.com/
Low cost cars
Bajaj Auto says its $2,500 car, which it is building with Renault and Nissan Motor,
will aim at a fuel-efficiency of 30 km/liter, or twice an average small car, and
carbon dioxide emissions of 100 gm/km.
It is a Tata Nano competitor. The Bajaj venture will have an initial capacity of
400,000 units, while Tata expects eventual demand of 1 million Nano.
Tata Group
Mahindra Group
Ashok Leyland
Hubli market is one of the best opportunities for the bike sector. In some sense we
can say that Hubli city market is future of bikes. The life style of Hubli city
consumers is changing.
The Indian market and the marketing strategy have become the latest marketing
buzz word for most of the bike majors. They added the strategies of different bike
companies for capturing Hubli city market like Bajaj, Hero Honda, TVS, Honda,
Yamaha, Suzuki,
Factors such as strong distribution network and market awareness are few
prerequisites for making an impression in the bikes market.
The characteristics of the market in terms of low and spread out population and
limited purchasing power make it a difficult market to capture.
The Bottom of the pyramid marketing strategies and the 4 A's model of
Availability, Affordability, Acceptability and Awareness provide us with a means
of developing appropriate strategies to tackle the market, it is a study of different
car companies used by Hubli city consumers. It will provide information about
consumer’s preferences towards a good car company which is too unique and
different from those above researches.
What is the marketing strategy?
It differs. We have started selling high-end products like the Pulsar in Indonesia
where the Japanese control over 90 per cent of the market. The Nigerian market is
completely Chinese, dominated by very cheap and poor quality products. Seventy
per cent of motor cycles are used as taxis in Nigeria where people want a strong
motor cycle with a long seat. So, we launched the Boxer S - a new avataar of the
Boxer we used to sell in India. We launched the product in July 2006 and it now
sells 5,000 a month. The selling point in Nigeria is the Bajaj brand which offers
high quality, high reliability and high fuel efficiency. In Indonesia, the Bajaj brand
reflects high performance and high price.
We sell under the Bajaj brand. The only exception is Kawasaki with whom we
enjoy a long-standing relationship - in some markets like the Philippines;
Kawasaki sells our products under our brand. They also sell our motor cycles in
some Latin American markets as Kawasaki. Where they think they can charge a
higher price, they put their brand on the product.
What happened to the Pakistan export plans?
The Pakistan government is not keen to get motor cycles from India.
Once you export a million vehicles, how does your global position change?
We are the fourth largest two-wheeler maker after Honda, Yamaha and Suzuki in
the global market of 40 million units. The global market is growing at 3-4 per cent
a year, compared to our growth of 15-20 per cent (exports are growing even
faster). At this rate, our global market share should double in three years. We are
very close to Suzuki now. I think a few Chinese players may enter in the top-five
bracket.
Three years ago, our entire team was in India. But this didn't work since many
markets are in different time zones. So, we set up an office in Mexico to serve
south and Central America; the Indonesia office looks after Indonesia and the
Philippines; the Dubai office takes care of Africa and the Middle East; and we've
put our teams in a few significant countries like Bangladesh, Sri Lanka, Egypt and
Nigeria.
Our products and brands are registered, so by law, no one can copy them. But if
there's a copy, we take legal action. We saw copies of the Pulsar in Sri Lanka, for
instance, and went to the court and got an order against the Sri Lankan importer
who was importing the products from a Chinese player. Sri Lanka is the only place
where we sought legal recourse - we saw a few copies of the Pulsar in Iran. We'll
take legal recourse if we see its growing.
Will you buy foreign brands to grow overseas?
The combined market share of Honda, Yamaha and Suzuki is nearly 90 per cent in
most of the places we want to be, so there is no one left to target. Also, what do we
get by acquisition? We don't need any one's product. We might look at a company
which has a good distribution network. We are now creating the network.
Engine Oil Cooler to control the temperature and maintain the high speed and rpm.
Digital Odometer, Digital Speedo Meter, Digital Fuel Gauge and two Digital Trip
Meters contribute to enhanced riding comfort. Tubeless tyres for better road grip
and stability. First bike in India with large 33 mm front fork for better shock
absorbing ability. Constant velocity (CV) carburetor for high level of
performance.zSplit seat for better riding and sitting comfort.
The all new Pulsar DTSi is packed with the path breaking next generation
technology of digital biking. Its various digital systems like capacitor discharge
ignition (CDI) system, Digital console and Digital Twin Spark ignition (DTSi)
provides efficient fuel combustion and better performance under all conditions.
The latest DTSi engine of Bajaj Pulsar DTSi, with twin spark plugs and 8 bit
microprocessor chip, generates the pulsating 18 ps of power to excite the bikers
and its advanced Exhaust TEC technology ensures the great performance at lower
rpm. The muscular aerodynamic shape of Pulsar DTSi and its 1350 mm of wheel
base with 17" large alloy wheels give this bajaj bike a robust presence on the road.
For the first time in India, Pulsar DTSi is equipped with an Oil cooler, tube less
tyres and new digital console that makes the Pulsar most sporty and stylish two
wheelers on Indian roads.
CHAPTER.3
Opinion of study
After a good deal of consumer survey and marketing research, I have collected a
good collection of data. The analyses of those data’s are given as follows:-
In the initial years, the Hubli city consumers preferred 150cc segment bike etc. but
from the last period of five years, the preference of Hubli city consumers towards
bikes has been changed.
Yes
No
Pulsar is available at lower price?
no
yes
Pulsar gives better pick up?
no
yes
Bajaj pulsar has the good service center?
no
yes
Pulsar more add-on features?
no
yes
Do you suggest others to buy pulsar?
no
yes
Is a brand I trust? Pulsar
50
40
30
20
Frequency
10
0
Neither Agree nor di agree strongly agree
50
40
30
20
Frequency
10
0
disagree agree
Neither Agree nor di sastrongly agree
30
20
Frequency
10
0
disagree agree
Neither Agree nor di strongly agree
60
50
40
30
20
Frequency
10
0
Neither Agree nor di agree strongly agree
40
30
20
Frequency
10
0
strongly dsagree Neither Agree nor di strongly agree
disagree agree
40
30
20
Frequency
10
0
disagree agree
Neither Agree nor di strongly agree
agree
strongly agree
agree
disagree
strongly agree
agree
strongly agree
disagree
agree
agree
agree
disagree
60
50
40
30
20
Percent
10
0
Neither Agree nor di agree strongly agree
60
50
40
30
20
Percent
10
0
disagree agree
Neither Agree nor di strongly agree
40
30
20
Percent
10
0
disagree agree
Neither Agree nor di strongly agree
50
40
30
20
Percent
10
0
disagree agree 6.00
Neither Agree nor di strongly agree
50
40
30
P e rc ent
20
10
0
disagree agree
Neither Agree nor di sastrongly agree
40
30
20
Percent
10
0
disagree agree
Neither Agree nor di strongly agree
strongly disagree
disagree
strongly agree
Neither Agree nor di
agree
60
50
40
30
20
Frequency
10
0
Neither Agree nor di agree strongly agree
strongly disagree
agree
disagree
50
40
30
20
Frequency
10
0
disagree agree
Neither Agree nor di strongly agree
40
30
20
Frequency
10
0
disagree agree
Neither Agree nor di strongly agree
50
40
30
F requenc y
20
10
0
disagree agree
Neither Agree nor di strongly agree
Findings
The position strategy of bajaj pulsar is kept on changing models according to the
market scenario
The pulsar bike was produced and released by bajaj auto Ltd .it is an Indian
company. Better pick up, stylish, energetic factors made the customers to use the
bajaj pulsar. It gives proud feel to the user and 84% of 20-30 age group people are
using the bajaj pulsar and 16% of other age group people are using the particular
brand.
Bajaj packs its bike with user friendly features to sell its bikes. Pulsar 150cc is the
first bike to feature digital instrumentation and LED tail lights. Pulsar’s instrument
panel is neatly laid out. Cable free speedometer is a useful feature in the pulsar
150cc.
Conclusion
The position strategy for the bajaj made the pulsar to become the bench mark in
150cc segment bike. The comfort, mileage and pick up are the influencing factors
to use the pulsar bike. The position strategy for the pulsar was to keep on
modifying their models according to the customer requirements and new
technology. It affects the sales of the other automobile companies who are
involved in 150cc bikes manufacturing
QUESTIONAIRE: -------
This survey is a “Positioning strategy for pulsar and its effects” to know the
common man reaction on the pulsar bike & 150cc bikes. This survey is for
academic purpose only and the data collected will be kept confidential.
SECTION -1
SECTION 2
Yamaha FZ
Honda Unicorn
Suzuki GS
Yamaha FZ
Honda Unicorn
Suzuki GS
Makes me feel Strongly Disagree Neither Agree Strongly
good because of Disagree Agree nor Agree
its style? disagree
Bajaj Pulsar
Yamaha FZ
Honda Unicorn
Suzuki GS
Yamaha FZ
Honda Unicorn
Suzuki GS