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product Branding Of Bajaj Pulsar Dt Si By-Amit Singh
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product Branding Of Bajaj Pulsar Dt Si By-Amit Singh

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  • 1. BRANDING STRATEGY OF BAJAJ PULSAR DTSi SUBMITTED BY SHANTANU
  • 2. INTRODUCTION  It is India's largest and the world's 4th largest two- and three-wheeler maker.  Bajaj Auto came into existence on November 29, 1945 as M/s Bachraj Trading Corporation Private Limited.  In 1959, it obtained license from the Government of India to manufacture two- and three-wheelers and it went public in 1960.
  • 3. PULSAR DTSi  Before the introduction of the Pulsar, the Indian motorcycle market trend was towards fuel efficient, small capacity motorcycles (that formed the 80-125 cc class).  The launch and success of Hero Honda CBZ in 1999 showed that there was demand for performance bikes.  Bajaj took the cue from there on and launched the Pulsar twins in India on November 24, 2001.
  • 4. Technical Specifications of PULSAR DTS-i Engine Type 4-stroke,DTS-i,Oil cooled Displacement 198.8 cc Max Power 18 Ps /13.25 Kw Max Torque 1.75 Kgm /17.17 Nm Brakes Front 260 mm hydraulically operated disc brake Rear Mechanically expanding 130 mm drum type Tyres Front 90/90 x 17” Tubeless tyre, shod on aluminium alloy wheels Rear 120/80 x 17” Tubeless tyre, shod on aluminium alloy wheels Fuel Tank Full 15 Lts ( 2 liters of usable reserve) Electricals System 12V AC + DC Headlamp 35/35W clear lens type with 2 pilot lamps Dimensions Wheelbase 1345 mm Weight 145 Kg Suspension Front Telescopic forks 135 mm stroke Rear Triple rate spring, 5 way adjustable, gas charged NitroX shock absorbers
  • 5. ADVERTISING STRATEGY  Bajaj used to convey the feeling of ‘Indianness’ in its ads.  With a punch line ‘Hamara Bajaj’ Bajaj drove into everybody’s hearts and the title song of ‘Naye Bharat Ki Naye Tasveer’ added a great value to its mobikes and scooters.  But recently, its punch line i.e. ‘Hamara Bajaj’ got converted to ‘Inspiring Confidence’  Bajaj is always known for its ads without well-known brand ambassadors
  • 6. Bajaj is always known for its outstanding ads The concept of Definitely Male was well accepted by the people and Bajaj came out with some astonishing ads.  Getting on to his bike, a man gets all set to make a move. As he puts his helmet on, a message appears on the windshield, 'Partially sunny from 16:37 hrs.'
  • 7. While the biker cruises through the city, some army men are out for their jog. Just before they cross a road, a zebra crossing forms ahead them and disappears after them, while the biker waits patiently. A young lady talks to her beau on the phone, while an image of his forms before her. She switches the phone off and the image disappears, in time for her to catch a glimpse of the bike Riding on, he spots a child playing with a remote controlled toy. In the next shot the toy turns out to be a roller coaster, with children inside enjoying the ride.
  • 8. As he takes off his helmet everything turns back to it's usual self. MVO: quot;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 A second ad wherein a man is shown performing various stunts on his DTSi Pulsar.
  • 9. BAJAJ UNVEILS NEW BRAND IDENTITY- NEW LOGO The quot;flying Bquot; as it has been named represents style and technology. quot;Flying Bquot; form denotes speed and open form denotes the transparency. Bajaj has adopted a new brandline of quot;Inspiring Confidencequot;. The Identity has a fresh new Blue colour. This Blue represents stability and strength of Bajaj.
  • 10.  Targeted at the youth segment  The Bajaj Pulsar has been designed and styled as a mean masculine robust machine .  Sporty Looks  Supreme Performance  Riding Comfort
  • 11. WHAT ARE THE IPR INVOLVED TO PROTECT THE BRAND  PATENT : 1.DTSi Technology Bajaj Auto holds an Indian patent for the DTSi technology. DTSi stands for Digital Twin Spark Ignition . It involved usage of two spark plugs (instead of the usual choice of one) per engine cylinder. 2. ExhausTEC Technology quot;The Indian Patent Office granted Bajaj Auto a patent for its 'ExhausTEC' invention vide Patent No 231498 dated March 5, 2009. Bajaj Auto claimed that ExhausTEC significantly improves low- and mid-range torque in a single cylinder four stroke engine, employing a chamber of predetermined volume attached to the exhaust pipe .
  • 12. TRADEMARK
  • 13. INDUSTRIAL DESIGN
  • 14. REFERENCES 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

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