Report on Marketing Strategy of Bajaj Pulsar 150cc

Submitted By: Sampath Suraneni Dheeraj Kumar Aditya Kaushik Shardul Bhardwaj Harshveer Sidhu Yash Bansal

EXECUTIVE SUMMARY
We identified Bajaj Auto as the marketing company of our choice for the following project. Bajaj Auto group was founded in the year 1945 and has been among the front-runners in the motorcycle industry ever since. This very fact talks volumes about the company since only the best of the firms survive such a long time at the top. During the 60s, 70s and 80s there was a 10-year waiting period for its products. The company only had to produce its quota. Marketing or sales was not too much of an issue for them. Also the companys owner was infamous for being part of the anti-liberalization lobby called Bombay Club. However the firm faced a major crisis in the 90s and the early years of the new century due to increased competition from both foreign and domestic markets. However Bajaj came out only stronger with the competition and hardly depended on foreign help on this account. And the product, which did this turnaround possible, was Pulsar. Pulsar is exemplifies the fighting spirit of Bajaj. It is a classic example of an Indian company of the preliberalization era, adapting itself to the changing scenario and coming out on tops. Another interesting fact is how liberalization and embracing the change can work wonders for a firm, which was one of the most skeptical of liberalization policies of the Indian government.

The following project is a detailed marketing analysis of the product Bajaj Pulsar and its variants in the two-wheeler market. The project first of all focuses on the marketing history of Bajaj Pulsar and its SWOT analysis. Various internal and external factors were taken into consideration while

analyzing. Then we go on to analyze the consumer behavior for Pulsar regarding purchase, decision making and buying roles. The third section focuses on the competitor analysis of Bajaj Pulsar, their various strategies, activities and status to understand Pulsars competitive scenario. Help has been taken for analysis from some consumer surveys from prominent sites and a small survey done by us.

The project gives insights into various other topics. It talks about the shift in the trend towards motorcycles in the 90s. It also talks about the process of liberalization and how it affected Bajaj as a company. The change in the marketing strategies of Bajaj according to the times, how Pulsar succeeded in achieving a turnaround for Bajaj are also discussed. The competitor analysis of Pulsar gives an understanding of the two-wheeler market as a whole, how it is full of choices for customers and how many more companies are vying to enter it.

Thanks, Ankit Suneja Harsh Sachdeva Rakesh Roshan

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