Bajaj introduced the Pulsar DTSi motorcycle in 2001 to tap into the growing demand for performance bikes in India. The Pulsar featured technical innovations like a 198.8cc engine with 18PS power and dual spark plug ignition. Bajaj's advertising strategy positioned the Pulsar as a masculine, robust bike for youth. Definitely Male ads depicted the Pulsar enabling advanced abilities. Bajaj protects the Pulsar brand through patents on its DTSi and ExhausTEC technologies, trademarks, and industrial designs.

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