Group 7Anup BeheraA. Sai GokulGurupprasad B.Hariprasath DharmarajuKancharla Siva KarthikMayank Gupta IBARohit Iyer.NSunil Dath S.R. Tarun YadavViraj Suresh Joshi

BAJAJ PULSAR DTS-i

INDIAN TWO WHEELER INDUSTRY Overview and nature of the Industry:

India is the second largest producer and manufacturer of the two wheelers in the world. Indian two wheeler industry has got spectacular growth in last few years. Bikes are major segment of Indian two wheeler industry.

Indian companies are among the largest two wheeler manufacturers in the world.

The two wheeler market was opened for Foreign companies in the mid 80s.

After facing it`s worst recession during early 90s, the two wheeler industry bounced back with a 25% increase in volume sales in Feb. 1995.

Industry Market size: In terms of volume, 4,613,436 units of two-wheelers were sold

in the country in 9MFY2005 with 256,765 units exported. The total two-wheeler sales of the Indian industry accounted for around 77.5% of the total vehicles sold in the period mentioned.

Major players of the industry Hero Honda Motors Ltd Bajaj Auto Ltd Yamaha TVS

BAJAJ AUTO LTD. Bajaj Auto is flagship company of Bajaj Group, which was founded by

Jamnalal Bajaj in 1926. Company manufactures motorcycles, scooters ,two wheelers and three

wheelers into different style, capacity and design. Main motorcycle brands are Pulsar, XCD, Platina, Discover, Avenger and

Kristal Commercial brands are GC MAX, RE 2S, RE 2S CNG, RE 4S, RE 4S CNG, RE

4S LPG, RE DISEL, RE GDI, MEGA MAX. Bajaj Auto is ranked as the world's fourth largest two- and three- wheeler

manufacturer. Under present Chairman Rahul Bajaj’s leadership Bajaj Auto gone up from

72 million to Rs.46.16 billion INR.

VISION AND MISSION Bajaj define it in term of brand identity, brand essence and brand values.Brand Identity

Our customers are the primary audience for our brand. Our brand is the visual expression of our thoughts and actions. It conveys to everyone our intention to constantly inspire confidence.

Brand EssenceOur brand essence encapsulates our mission at Bajaj. It is the soul of our brand. “Blending together youthful creativity and competitive technology to exceed the spoken and the implicit expectations of our customers.

Our Brand ValuesWe live our brand by its values of Learning, Innovation, Perfection, Speed and Transparency.Bajaj will constantly inspire confidence through excitement engineering.

OBJECTIVE OF BAJAJ AUTO

Main objective of bajaj auto is “TPM-The prime mover-toward excellence” Continuously strive to excel with "customer focused" activities Innovation, speed and perfection To eliminate losses and also strive customer satisfaction

BAJAJ PULSAR DTS-IBrand overview DTSi stands for Digital Twin Spark Ignition, a Bajaj Auto trademark.

Bajaj Auto holds an Indian patent for the DTSi technology. It involved usage of two spark plugs per engine cylinder.

Three variants of Pulsar brand: 150cc, 180cc, and 220cc are available in market.

Came with the famous punch line ‘Definitely male’. More than 1 million bike were sold in 2005. Market share of more than 43% in 150cc bike market.

BRAND LAUNCHING STRATEGIES In late 2001 showed 'slice of life' situations of "new age "India. Analysts felt that by 2004, Bajaj Auto Ltd's (BAL) image had undergone considerable change in the mind of the target audience. BAL reinforced this through another campaign called 'Inspiring Confidence' that year. Bajaj Auto new corporate strategy announced in mid 2007, 'Distinctly Ahead', was aimed at embedding these changes in the collective consciousness of the company. It was aimed at offering consumers products that were unique and at the forefront compared to its competitors. Com

The 'Distinctly Ahead' strategy focused on three core values - innovation, speed, and perfection. Commenting on its new strategy, Rajiv Bajaj, Managing Director, BAL, said, "We believe it is not good enough to be better, it is important to be distinct.

SUCCESS STORY OF PULSAR

ICICI Bank 2008Bike India awards-Bike of the year (up to 250 cc) Indian Motorcycle of the Year

2007CNBC-TV18 Autocar Auto Awards-Bike of the Year

2004OVERDRIVE Awards-Bike of the Year

2003BBC World Wheels Award-Viewers' Choice Two Wheeler of Year BBC World Wheels Award-Best Two Wheeler between Rs 55,000 to Rs 70,000 BBC World Wheels Award-Best Two Wheeler between Rs 45,000 to Rs 50,000 NFO Automotive-Motorcycle Total Customer Satisfaction Study ICICI Bank OVERDRIVE Awards-Bike of the Year

2002OVERDRIVE Awards-Most Exciting Bike of the Year

Analysis of the survey

Aim of the survey

To understand the satisfaction level of the existing customers.

1. Are you the user of Bajaj pulsar?

93

7

YESNo

2. If yes, which variant?

Total0

10

20

30

40

50

60

70

63

22

6

2

Sum of 150ccSum of 180ccSum of 200ccSum of 220cc

150cc

180 cc

200 cc220 cc

3. Feed back on Bajaj pulsar on the following aspects. 5 being the highest and 1 being the least

42

10

17

18

6

5pts4pts3pts2pts1pts

a.SER-VICE

Quality

30

24

14

25

5pts4pts3pts2pts1pts

Maintenance

11

20

28

20

14

5pts4pts3pts2pts1pts

Performance

39

23

15

16

5pts4pts3pts2pts1pts

4.Aspects on which further improvement needed?

service maintenance quality performance efficiency0

5

10

15

20

25

30

35

40

45

40

12

20

8

13

Series1

5.If there is a new variant of bike’s cc, would you encourage?

• Yes: 89• No: 4

Report and findings

• Customer satisfaction level is pretty good

• 83% of the people replied that they would recommend it to others.

• Market is looking for a new variant (e.g..: 160cc, 170 cc etc)

PricingVariant Price

150cc 65,250 Rs

180cc 68560 Rs

220cc 78180 Rs

THANK YOU