Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Bajaj pulsar marketing management 1
1. Section G Bajaj Pulsar (220 DTS‐i)
ICFAI BUSINESS SCHOOL, HYDERABAD
MARKETING MANAGEMENT –I PROJECT : BAJAJ PULSAR 220 DTS – I
SUBMITTED BY :
TAPAN (09BSHYD1017) KAUSHAL (09BSHYD0361) PIYUSH (09BSHYD0757)
RASHI (09BSHYD0649) CHARU (09BSHYD0223)
UNDER GUIDANCE OF DR. NITIN GUPTA (IBS-H)
MAJOR SEGMENTATION VARIABLES FOR BAJAJ PULSAR 220 DTS-I:
Geographic
Rural and Urban Segment: - Pulsar 220cc is targeted towards urban youth1.
Demographic
Age :- Pulsar 220cc is targeted towards youth2
Gender: - pulsar 220cc has got a macho look and is definitely for male3.
Income: - Pulsar 220cc is positioned in the premium segment of bikes4. It is targeted to the
higher and upper middle class of society.
Psychographic
Lifestyle: - Bajaj pulsar 220cc is the fastest bike in India5, it is targeted towards the people
who love speed and adventure.
Personality: - Bajaj has teamed with Fast with Furious (movie) for promotion6. This clearly
shows that pulsar 220cc is targeted to aggressive people. Pulsar 220cc is banking on its “The
fastest Indian “tag.7
Behavioral
Benefits: - pulsar 220cc is the leader among the performance bikes. It has got features which
no other bike provides in India8.
User Status: - Pulsar has created a big hype among Indian youth. There are a lot of people
who are willing to buy the product9.
Readiness Stage: - This bike has got lot of attention among Indian youth10.
Attitude toward Product: - pulsar 220cc is very popular among bike enthusiasts.
1
http://www.exchange4media.com/e4m/izone1/izone_fullstory.asp?section_id=4&news_id=35536&tag=31258
2
http://www.exchange4media.com/e4m/izone1/izone_fullstory.asp?section_id=4&news_id=35536&tag=31258
3
http://lifestyle.iloveindia.com/lounge/pulsar‐220‐cc‐dts‐fi‐149.html
4
http://www.wheelsunplugged.com/ViewNews.aspx?newsid=3655
5
http://www.vicky.in/straightfrmtheheart/bajaj‐lanches‐new‐pulsar‐220cc/
6
http://www.zimbio.com/Bajaj+Pulsar/articles/82/Bajaj+Pulsar+teams+up+Fast+Furious+4+pulsating
7
http://www.exchange4media.com/e4m/izone1/izone_fullstory.asp?section_id=4&news_id=35536&tag=31258
8
http://www.wheelsunplugged.com/ViewNews.aspx?newsid=3655
9
http://www.exchange4media.com/e4m/izone1/izone_fullstory.asp?section_id=4&news_id=35536&tag=31258
10
http://www.bikes4sale.in/wp/page/2/
All the references are as of on 27th August, 2009 Page 1 of 5
2. Section G Bajaj Pulsar (220 DTS‐i)
DIFFERENTIATION STRATEGIES:
Product Differentiation:
1) Form:
a) Color11: Plasma Blue, Cocktail Wine, Red Midnight, Black Misty, Grey Silver
b) Pulsar 150cc, Pulsar 180cc, Pulsar 200cc and Pulsar 220cc with and without Fuel
injection.
2) Design12:
a) Digital odometer, Digital speedometer, Digital fuel gauge and two digital trip meters
b) First bike in India with 33 mm front fork for better shock absorbing facility.
c) Split seat for better riding and sitting comfort.
d) New petrol tank flaps give petrol tank an aerodynamic looks.
3) Features13:
a) All Black styling b) 3D chiselled logo c) Vertical stack twin projector headlamps
d) Auto choke e) Clip-on handle bar f) Split seats
g) Digital Twin Spark Ignition h) Engine oil cooler i) Fuel and battery charge indicators
4) Durability:
The muscular aerodynamic shape of Pulsar DTS-i and its 1350 mm of wheel base with
17" large alloy wheels give this Bajaj bike a robust presence on the road.
5) Performance quality14:
a) Digital Twin spark Ignition (DTS-i) technology provides efficient fuel combustion
and better performance.
b) Larger resonator and catalytic convertor improves the performance.
c) Largest venturi carburetor provides high performance.
d) Exhaus technology improves scavenging process and hence the performance of the
vehicle.
Service differentiation: a) 2 years /10,000 km warranty. b) Bajaj Finance for finance support15.
Channel differentiation: Exclusive Pro- biking showrooms16.
Personal differentiation: Customer Care (Toll free number)17.
Image differentiation:
11
http://www.p220thefastestindian.com/index01.php
12
http://www.p220thefastestindian.com/index01.php
13
http://burnyourfuel.com/2009/08/04/bikes/bajaj‐pulsar‐220‐dtsi‐technical‐specifications‐features‐colors‐
wallpapers‐commercial‐price‐details‐unveiled/
14
http://www.p220thefastestindian.com/index01.php
15
http://www.bajajauto.com/bajaj‐finance.asp
16
http://www.bajajauto.com/pro‐biking.asp
17
http://www.bajajauto.com/pro‐biking.asp
All the references are as of on 27th August, 2009 Page 2 of 5
3. Section G
G Bajaj P
Pulsar (220 D
DTS‐i)
a) Change of logo from
) b) Event: “MTV Pulsar Stun Mania18”, for 220cc.
nt
PRODU
UCT HIERA
ARCHY:
PERSO
ONAL
NEED FAMILY
N COMMUUTATION
PRO
ODUCT FAMILY
Y AUTOM
MOBILES
PRODUCT CLASS 2‐WHEELER 4‐WHEELER
PR
RODUCT LINE MOPED
D SCOOTER
RETTE BIK
KE SCOOT
TER
STANDAR
PR
RODUCT TYPE CRUISER
D/NAKED
SPORTS TOURING
ITEM PULSAR 220 D
DTS‐Fi, MISTY GRAY SILVER COL
LOR
Need Family : Perso commut
onal tation is the basic need
Product Family : Using various automobile one can co
s es ommute from one place t other.
m to
Product Class : One can use an sort of 2-w
e ny wheeler or 4
4-wheeler to commute f
o from one pla to
ace
the other
r.
Product Line : In th Product C
he Class of 2-wh
heeler, we ca further sa one can h
an ay have four kin 2-
nds
wheelers to commut from one place to th other, de
te e he epending upon his inter
rest, viz. Mooped,
Scooteret (vehicles like TVS Scooty, Bajaj Sunny), Bik and Scooter.
tte s ke
Product Type: We classified BBikes further into four Product Typ based u
pes, upon the mo
otive,
19 20
2 21
1
liking an requirem
nd ments, viz. C
Cruiser , SSports Bike , Standard Bike / Na
d aked Bike and
18
http://st
tuntmania.mtvvindia.com/
19
http://en
n.wikipedia.org/wiki/Cruiser_(motorcycle)
20
http://en
n.wikipedia.org/wiki/Motorccycle_sport
21
http://en
n.wikipedia.org/wiki/Naked__bike
All the ref
ferences are as
s of on 27th Au
ugust, 2009 Page 3 of 5
4. Section G Bajaj Pulsar (220 DTS‐i)
Touring22. All four are made for very distinct requirement of biking, like sports bikes are mostly
made for bike races and for particular kind of people who like to enjoy sports bike ridding;
Item : Pulsar 220 DTS-i with fuel injection system, of Misty Grey Silver Color is the SKU of the
product type sports bike. Thus Pulsar 220 DTS-i with fuel injection system, of Misty Grey Color
Silver specifies a particular kind of bike of Bajaj Auto Ltd. that serves basic need of personal
commutation. Bajaj offers Pulsar DTS-i with Fuel injection and without fuel injection system;
and also offers four (4) colors, viz. Misty Grey Silver, Midnight Black, Plasma Blue and
Cocktail Wine Red23. Thus Pulsar 220 DTS-i has 8 (2x4) variants. All eight (8) are different
based upon their color and price. Similar is the case for Pulsar 150 DTS-i and Pulsar 180 DTS-i,
with some technical differentiation.
PRODUCT LINE STRATEGY : -
Line stretching :-
Bajaj launched Pulsar 150 and Pulsar 180 models in the year of 2001, and subsequently they
introduced DTSi (Digital Twin Spark Ignition) models of both earlier models, Pulsar 150 DTS-i
and Pulsar 180 DTS-i. By 2007 they introduced Pulsar 200 DTS-I model (which was drawn back
by Oct 200824). Thereafter, they introduced Pulsar 220 DTS-Fi and Pulsar DTS-i models.
Sensing the room in 180 cc and 200 cc range, for new entrant and growing interest of youth,
Bajaj Auto introduced these new variants, i.e. Pulsar 200 DTS-i and Pulsar 220 DTS-i. This
shows Up-Stretching of the existing product line.
Line filling :-
When Bajaj Auto introduced Pulsar 150, there was no other automobile company in Indian
market that was offering any bike of more than 150 cc engine capacity, except Royal Enfield that
was of 225 cc. So, subsequently introduction of Pulsar 180, Pulsar 180 DTS-I were the efforts of
the company towards filling the gap in the “Product Line” between the 150 cc engine bikes and
225 cc engine bikes.
Line Modernization, Featuring and Pruning :-
Line Modernization :
a. Bajaj Auto Introduced Pulsar 150 and Pulsar 180 models in 2001.
b. Bajaj (JV with Tokyo R & D25) devised Digital Twin Spark ignition (DTS-i) Technology
by 2002 and introduced this in their then existing variants of Pulsar 150 and Pulsar 18026.
This technology improved engine power by 1 bhp (Brake Horse Power).
c. The 2005 series of the Pulsar featured 17" alloy wheels, lower stance, 15 litre fuel tank
capacity and Nitrox filled gas shock absorbers27.
d. The 2006 series included key changes in the looks and styling, which includes a range of
features like self-cancelling turn indicator switch, flush LCD screen with digital read out
of important vehicular data, pilot lamps, new design turn indicators, new LED tail light
22
http://en.wikipedia.org/wiki/Touring_motorcycle
23
http://www.p220thefastestindian.com/index01.php
24
We could not find particular and specific reasons for this action of Bajaj Auto Ltd.
25
http://www.financialexpress.com/old/fe/daily/20000115/fco15050.html
26
http://www.infibeam.com/static/bajaj‐pulsar.html & http://www.ehow.com/about_5145373_bajaj‐pulsar‐
history.html
27
http://www.infibeam.com/static/bajaj‐pulsar.html
All the references are as of on 27th August, 2009 Page 4 of 5
5. Section G Bajaj Pulsar (220 DTS‐i)
assembly, better engine torque, reduced engine and body vibrations, and improved gear
shift28.
Line featuring :
Advertisement of Bajaj Pulsar: Bajaj always features their latest Pulsar Model exhaustively and
put lesser efforts on the other Pulsar variants and other bikes29. This is the case of “Line
Featuring”.
Line pruning :
Bajaj Auto withdrew their model Pulsar 200 DTS-i within a very short span of its launch.
PRODUCT MIX PRICING STRATEGIES:-
Product line pricing30: -
Bajaj has four variants under its product line of Bajaj Pulsar, as follows31:
PULSAR MODEL PRICE
Bajaj Pulsar 150 ES DTS-i UG Rs. 62,000
Bajaj Pulsar 180 DTS-i UG Rs. 66,000
Bajaj Pulsar 220 DTS-fi Rs. 70,000
Bajaj Pulsar 220 DTS-i Rs. 89,265
Bajaj Pulsar 220 DTS-i competes with only Hero Honda Karizma in Indian market, with
following price matrix32:
Model Price Model Price
Bajaj Pulsar 220 DTS-fi Rs. 70,000 Hero Honda Rs. 86,000
Karizma
Bajaj Pulsar 220 DTS-i Rs. 89,265
Optional feature pricing: -
The Bajaj Pulsar DTSi-220 does not have any optional feature in it. It comes in four colors
having same price33.
Captive pricing34:- In a Bajaj Pulsar bike if any part(s) (certain special parts like
engines, piston, silencer, accessories, fuel injector, etc.) is not functioning properly, due to any
reason(s), customer requires to buy that particular part from the parent company only35.
Two part pricing:- There is no two-part pricing.
By product pricing:- It has no by-product pricing.
Product bundling: - Company offers no product bundling for Pulsar brand.
28
http://www.infibeam.com/static/bajaj‐pulsar.html
29
This has no particular evidence based upon survey, but we found this during extensive search on the project
work.
30
http://www.more‐for‐small‐business.com/product‐line‐pricing.html
31
http://www.naaptol.com/buy‐online/WO‐shopping‐best‐deals‐137O/automobiles/motor_bikes.html
32
http://www.naaptol.com/buy‐online/WO‐shopping‐best‐deals‐W137O/automobiles/motor_bikes.html
33
http://www.p220thefastestindian.com/index01.php (www.bajajauto.com)
34
http://marketingteacher.com/Lessons/lesson_pricing.htm
35
To analyze the prices of spare parts provided by Bajaj or from other companies, is beyond the scope of this
report.i
All the references are as of on 27th August, 2009 Page 5 of 5