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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 
 
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 
 
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 
 
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 
 
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 
 

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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