Professional Documents
Culture Documents
Brand Management Pulsar
Brand Management Pulsar
P13185PGDM-B
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.
Bajaj Krystal
Bajaj Blade
Bajaj Sonic
August 2005
PULSAR UG 3 2006
Release October 2006
In October '06, the Pulsar 150 and 180 went through another round of stylish and technological
overhaul. The sales of Pulsar saw a new high with 40,574 bikes sold, which was almost double
the competitor bikes put together.
Digital Speedometer
The analog speedometer gave way to the new Digital Speedometer which was made a standard
feature among all Pulsar models.The large digital speed read-out was much easy to read and
understand, thereby requiring less distraction while touching new speeds.
LED Tail Light
Aesthetically appealing, new, compact and stylish LED tail lamps were introduced in the twin
Pulsar models. LED lamps consumed far lesser power than the traditional filament bulbs and
emitted little heat.Pulsar was the first bike to start the trend of LEDs, which soon forced other
bike makers to switch over from incandescent bulbs to LEDs.
Wolf Eyed Headlamp
Pulsar 150 and 180 got the new wolf eyed headlamps with aggressive masked fairings, which
added to the mean look of the beasts .
Self-Cancelling Turn Indicators
Pulsar became the first vehicle in the world to employ non-contact type 'Intelligent' Selfcancelling Turn signals. The car-like self-cancelling feature turns off the indicator under 2
conditions: When the turn has been completed and the handlebar comes to a straight ahead
position,
When the rider has selected right or left turn but hasn't taken the turn, then the timer function
switches off the indicators after a pre-set time. This feature set a new benchmark
in the motorcycle industry.
revolution.
Tubeless Tyres
The new Pulsar 200 and 220 now sported tubeless tyres. Tubeless tyres don't burst or deflate
rapidly and hence minimize chances of accident. Being lighter, less rolling resistance in tubeless
tyres meant less heat build-up, ensuring less chances of failure. The tubeless tyres made the
Pulsar twins much safer on road than any other bike in its class.
June 2007
With the advent of technological advancements, Pulsar was ruling the Indian
roads with its breakthrough patented technologies, which
offered better safety, comfort and fuel efficiency.
Half Fairing
The Pulsar 220 DTS-Fi boasted a stylish new aerodynamic half
fairing, which gave the bike a unique identity on the road.
Projector Headlamp
Pulsar 220 came with high wattage (55 watts) ellipsoidal projector headlamp for low beam which
provided sharp, scatter-free, white focussed beam. The projector headlamp provided far greater
illumination, compared to conventional headlamps of other bikes, for safe and confident riding.
DTS-Fi Engine
DTS-Fi (Digital Twin Spark Fuel Injection) is another patented technology where the
conventional carburettor has been replaced by injector which injects fuel into the engine in a
spray form.
The main advantages of Fuel Injection are:
* Increased power output for same cc.
* Better low end torque.
* Lower fuel delivery & optimization of spark timing.
* Improved cold start, quick warm-up and excellent response to sudden acceleration.
Rear Disc Brakes
Most bikes in India came equipped with a drum brake on the rear wheel. The Pulsar 220 came
with a rear disc brake as standard. Disc brakes provide far
better braking power and are relatively maintenance - free.
PULSAR UG 4 2009
Release - May 2009
By May '09, Pulsar was competing with no less than 11 different brands in the market. Despite
the tough competition, Pulsar sold 65,928 bikes, which were numbers till date. Riders were not
ready to part with Pulsar which was evolving at a stupendous rate.
Tank Flap
A new tank flap was added which gave the bike an aerodynamic look.
Split Seat & Split Grab Rail
Split Seat was added for better style and sitting comfort. The Split Seat has been incorporated
keeping with the essence of international sports bikes. The Split grab rail perfectly integrated
with the Split Seat styling.
LED
Light
Tail
Aesthetically
introduced in the twin Pulsar models. LED lamps consumed far lesser power than the traditional
filament bulbs and emitted little heat.Pulsar was the first bike to start the trend of LEDs, which
soon forced other bike makers to switch over from incandescent bulbs to LEDs.
Back Lit Switches
For the first time, Pulsar featured a new set of Back Lit Switches, the operation of which is based
on non-contact i.e. switching was made possible without physical contact. Due to which, there is
no wear and tear and hence its life would be equal to that of the bike itself.
alloy wheels for stunning looks, easy maintenance and better road grip.
Semi Fairing
The ultra stylish aerodynamic Semi Fairing was fitted into the Pulsar 220F for added sporty
appeal.
DTS-i Engine
In June '09, the Pulsar 220F was reintroduced with the patented
DTS-i engine, making the bike a complete sporting legend.
July 2010
Split Rear Tyre Hugger
Split rear tyre hugger was introduced into the bike, which prevented internal parts from mud,
while the curved outer unit prohibited water to spill over to the vehicle behind.
Highest Power to Weight Ratio
The Pulsar 135 LS boasts of a higher power to weight ratio of 110.7 Ps/Ton, which is the highest
in its category, beating many of the 150 cc bikes. Just one of the reasons why it touches 0 to
60kmph in 5.1 seconds flat.
February 2010
Clip on Handle Bar
Just like its predecessor, Pulsar 220 Street Fighter got new Clip on Handlebars, making the bike
look sportier than before.
Pulsar 200 NS
2012 marked the entry of Bajaj's latest design, the Pulsar 200NS (NS standing for
Naked-Sport). The bike has a revised 200 cc liquid cooled engine, which produces 23.17 bhp
(17.28 kW) at 9,500 rpm and 18.3 Nm (13.5 lbfft) at 8,000 rpm. It has a new triple-spark design,
along-with a new four-valve SOHC. The company claims a top speed of 136 km/h (85 mph). It does
not have fuel injection like its predecessor, the Pulsar 220Fi. It has a petal disc brake on the front, a
disc brake on the rear wheel, and a gas-charged monoshock. It was launched in April 2012. Claimed
fuel economy is 58 kilometres per litre (140 mpg-US) when ridden under 60 kilometres per hour
(37 mph). Design of the 200NS was by Bajaj lead designer Edgar Heinrich, who left Bajaj to become
head of BMW Motorrad design in mid-2012.
Up Coming Release
At the February 2014 Auto Expo, Bajaj announced two new 375 cc Pulsar variants: the
CS400, an unfaired "street-naked" compared stylistically to the Ducati Diavel and the SS400, with a
full fairing. Models shown were described by press as "near-production prototypes
Bajaj Auto unveiled the new corporate identity on the 15th of January at the Auto Expo 2004,
New Delhi. The white and blue reverse hexagonal symbol with Bajaj Auto in small lettering,
which stood in good stead for Bajaj Auto 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 changed 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.
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.
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 introduced DTSi technology upgrading its always successful PULSAR
150cc and 180cc. Though Bajaj had changed its identity it still dominates for its creativity in
ads.
16:37 hrs.'
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
Targeting
Bajaj did all the right moves by targeting the youth and He-bike, and making
Pulsar an inseparable attribute to Males.
Pulsar was Bajajs firstbike without Kawasaki label on it.
The bikes orientation was towards being a macho and manly bike.
Positioning
Bajaj has positioned Pulsar in the High Style High Price segment along with
Hero Honda Karizma, Hero Honda CBZ, Royal Enfield Bullet.
Bajaj Pulsar follows an endorsed branding Strategy. Pulsar still utilizes the brand
equity of Bajaj hence the name Bajaj Pulsar. Pulsar comes in 8 different variants which
are 135LS, 150, 180, 200, 220, 200F, 220S, 200NS. The Details are given below. Pulsar
has now become an umbrella brand for performance bikes produced by Bajaj. Higher
and more powerful versions of Pulsar might soon be released in next year probably
under the same brand name.
Wheelbase
(mm)
Power (PS)
Pulsar
Pulsar
Pulsar
Pulsar
Pulsar
Pulsar
Pulsar
135LS
150
180
200
220 DTS-
220F
220S
DTS-i
DTS-i
DTS-i
DTS-i
Fi
DTS-i
DTS-i
Pulsar
200NS
1325
1320
1350
1345
1350
1350
1350
1363
13.5
14.2
17.02
18.00
20.00
21.04
21.04
23.5
Top Speed
(km/h)
12.76
111
14.22
17.68
19.12
19.12
19.12
18.3
150
141
155
Introduction of new sub brand for higher power bikes from 300cc-500cc named Pulsar
Bibliography
1. www.indiaprwire.com/pressrelease/auto
2. www.2wheelsindia.com/2006/11/new-bajaj-pulsar-200-ccpicsimages
3. www.2wheelsindia.com/2006/12/bajaj-pulsar-200-cc-dtsi
4. www.scribd.com/doc/12751786/Bajaj-Hard-Copy
5. www.indiaprwire.com/pressrelease/auto
6. www.2wheelsindia.com/2006/11/new-bajaj-pulsar-200-ccpicsimages
7. www.2wheelsindia.com/2006/12/bajaj-pulsar-200-cc-dtsi
8. www.scribd.com/doc/12751786/Bajaj-Hard-Copy
9. www.vicky.in/straightfrmtheheart/pulsar-200cc-versus-newkarizma
10.
http://marketingpractice.blogspot.in/2009/07/brandupdate-pulsar.html
11.
http://articles.economictimes.indiatimes.com/2012-0704/news/32537392_1_ktm-bajaj-auto-scooter-sales
12.
http://articles.economictimes.indiatimes.com/2012-0704/news/32537392_1_ktm-bajaj-auto-scooter-sales