Subject Title: Organization Analysis & Strategy Insight Scheme

Subject Leader: Mr.Maninder Singh

Students Name: Mandeep Singh Roll No: 27

Lovekesh Mitta 25
Meha goel 28
Mohd. Faisal 31
Mohd. Jahas 30
Mohd. Usama 29
Mahesh Jagannathan 26
Section:SD2
BAJAJ PULSAR: “DEFINITELY MALE”
Bajaj Pulsar is a motorcycle brand owned by Bajaj Auto in India. This bike has virtually
redefined biking in this country. Pulsar launched in 2001 is the market leader in the 150
cc + performance bike segment. More than that, this brand changed the fortune of Bajaj
Auto Ltd.

Its highly masculine outlook with sporty, engine sound, smoothest power drive, dashing
structure gives the complete satisfaction of dare riding.

Before the launch of Pulsar, Indian bike market was divided broadly into Economy,
Executive and Premium Bikes. Bigger motorcycles with higher capacity virtually did not
exist (except for Enfield Bullet). 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. Since the introduction and
success of Bajaj Pulsar, Indian youth began expecting high power and other features from
affordable motorcycles.

It was not only the bike's performance that triggered the brand becoming an icon, a major
part of the success was due to the classic advertising campaign by O&M. According to
agencyfaqs, the birth of the "Definitely Male” campaign is interesting.

Company History

Bajaj Auto is a major Indian automobile manufacturer started by a Rajasthani merchant.

It is based in Pune, Maharashtra, with plants in Chakan (Pune), Waluj (near Aurangabad)
and Pantnagar in Uttaranchal. The oldest plant at Akurdi (Pune) now houses the R&D
centre Ahead. Bajaj Auto makes and exports motor scooters, motorcycles and the auto
rickshaw.

The Forbes Global 2000 list for the year 2005 ranked Bajaj Auto at 1946. [1]

Over the last decade, the company has successfully changed its image from a scooter
manufacturer to a two wheeler manufacturer. Its product range encompasses scooterettes,
scooters and motorcycles. Its real growth in numbers has come in the last four years after
successful introduction of a few models in the motorcycle segment.

The company is headed by Rahul Bajaj who is worth more than US$1.5 billion. [2]

Bajaj Auto came into existence on November 29, 1945 as M/s Bachraj Trading
Corporation Private Limited. It started off by selling imported two- and three-wheelers in
India. In 1959, it obtained license from the Government of India to manufacture two- and
three-wheelers and it went public in 1960. In 1970, it rolled out its 100,000th vehicle. In
1977, it managed to produce and sell 100,000 vehicles in a single financial year. In 1985,
it started producing at Waluj near Aurangabad. In 1986, it managed to produce and sell
500,000 vehicles in a single financial year. In 1995, it rolled out its ten millionth vehicle
and produced and sold 1 million vehicles in a year.

According to the authors of Globality: Competing with Everyone from Everywhere for
Everything, Bajaj has grown operations in 50 countries by creating a line of value-for-
money bikes targeted to the different preferences of entry-level buyers. [3]

Timeline of new releases

• 1960-1970 - Vespa 150 - Under the license of Piaggio of Italy

• 1971 - three-wheeler goods carrier
• 1972 - Bajaj Chetak
• 1976 - Bajaj Super
• 1977 - Bajaj Priya
• 1977 - Rear engine Autorickshaw
• 1981 - Bajaj M-50
• 1986 - Bajaj M-80, Kawasaki Bajaj KB100, Kawasaki Bajaj kb135,
• 1990 - Bajaj Sunny
• 1991 - Kawasaki Bajaj 4S Champion
• 1994 - Bajaj Classic
• 1995 - Bajaj Super Excel
• 1997 - Kawasaki Bajaj Boxer, Rear Engine Diesel Autorickshaw
• 1998 - Kawasaki Bajaj Caliber, Bajaj Legend, India's first four-stroke scooter,
Bajaj Spirit
• 2000 - Bajaj Saffire
• 2001 - Eliminator, Bajaj Pulsar
• 2003 - Caliber115, Bajaj Wind 125, Bajaj Pulsar
• 2004 - Bajaj CT 100, New Bajaj Chetak 4-stroke with Wonder Gear, Bajaj
Discover DTS-i
• 2005 - Bajaj Wave, Bajaj Avenger, Bajaj Discover
• 2006 - Bajaj Platina
• 2007 - Bajaj Pulsar-200 (Oil Cooled), Bajaj Kristal, Bajaj Pulsar 220 DTS-Fi
(Fuel Injection) , XCD 125 DTS-Si
• 2008 - Bajaj Discover 135 DTS-i - sport (Upgrade of existing 135cc model)
• 2009 - Bajaj Pulsar 135(December 9) [4] (January) Bajaj XCD 135 cc , Bajaj
Pulsar 150 DTS-i UG IV, Bajaj Pulsar 180 DTS-i UG IV, Bajaj Pulsar 220 DTS-
i , Bajaj Discover 100 DTS-Si.

Spinoffs and acquisitions

The demerger of Bajaj Auto Ltd into three separate corporate entities—Bajaj Finserv Ltd
(BFL), Bajaj Auto Ltd (BAL), and Bajaj Holdings and Investment Ltd (BHIL)—was
completed with the shares listing on May 26, 2008. [5]
In November 2007, Bajaj Auto acquired 14.5% stake in KTM Power Sports AG (holding
company of KTM Sportmotocycles AG). The two companies have signed a cooperation
deal, by which KTM will provide the know-how for joint development of the water-
cooled four-stroke 125 and 250 cc engines, and Bajaj will take over the distribution of
KTM products in India and some other Southeast Asian nations.[6] Bajaj said it is open to
taking a majority stake in KTM and is also looking at other takeover opportunities. On
the 8th of January 2008, Managing Director Rajiv Bajaj confirmed the collaboration and
announced his intention to gradually increase Bajaj's stake in KTM to 25%. [7]

Products

Main article: List of Bajaj Auto products

Bajaj has made a number of motorcycles, scooters and cars. Motorcycles in current
production are the XCD, Platina, Discover, Pulsar and Avenger. Cars include the Bajaj
ULC ultra-low-cost car.

Low cost cars

Bajaj Auto says its $2,500 car, which it is building with Renault and Nissan Motor, will
aim at a fuel-efficiency of 30 km/litre, or twice an average small car, and carbon dioxide
emissions of 100 gm/km [8]. The car is scheduled to be launched in 2012. [9]

It is a Tata Nano competitor. The Bajaj venture will have an initial capacity of 400,000
units, while Tata expects eventual demand of 1 million Nanos.

India’s Automobile Industry

The country’s two-wheeler industry is the second-largest in the world after China’s.

The Indian domestic two-wheeler industry has

Grown at a CAGR of 7% during FY05-09.
However, industry growth slowed down in
FY08, with sales falling by 8% largely due to
The credit squeeze and rising interest rates.
In FY09, the industry has grown by 2.6%.
Indian market leader Hero Honda is the world’s largest two-wheeler company.
Segments

Until the late 1990s, scooters dominated two-wheeler

sales, with motorcycles accounting for less than 40%
share. On the back of better fuel efficiency and faster
mobility, there has been a structural shift, with
motorcycles holding 80% of the segment. However,
with the launch of the fuel-efficient gearless scooters
with contemporary technology, which target young
women, teenagers and the elderly, scooter sales have
been rising.
Export

The export of two-wheelers from India had a CAGR of 31% in FY05-09, crossing the 1 million
mark in FY09. Motorcycles constitute 96.7% to the total export of two-wheelers. The primary
markets have been the developing economies of South Asia and Latin America.

Ernst & Young viewpoint

Though FY09 was a tough year for two-wheelers like it was for other automotive sectors, the
variation in growth with respect to the five-year CARG was the lowest comparatively. Considering
the demographics and income levels in the country, the purchase of two- wheelers for regular
mobility is very high, thus the domestic potential needs no reaffirmation. We believe that focusing
on rural potential will pay dividends for the domestic market and the export volume growth should
remain intact.

“In comparison with other countries, Indian government cannot focus only on wealthy people.
They have to take care of the people of lower income which occupy the majority. This will support
the bottoming up of these people who will appear the customer of two wheelers. So, two wheelers
market in India has a long way to go.”
Yoshihito Konishi
Chief Operating Officer, India Yamaha Motor Pvt Ltd
The Pulsar: “DEFINITELY MALE”

Bajaj Pulsar was developed by the product engineering division of Bajaj Auto in
association with motorcycle designer Glynn Kerr Tokyo R&D.[10] Currently there are four
variants available -with engine capacities of 135 cc, 150cc, 180cc and 220 cc. More than
a million units of Pulsar were sold by November 2005. With monthly sales of more than
48,000 units in June 2009, Pulsar is the leader in the 150 cc segment in India with a
market share of 43%. [11]

History

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). Bigger
motorcycles with higher capacity virtually did not exist (except for Enfield Bullet). 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. [12] Since the introduction and success of Bajaj Pulsar,
Indian youth began expecting high power and other features from affordable motorcycles.

The project was faced with internal resistance, reservations by Mckinsey and doubts on
its effects on Bajaj's relation with Kawasaki. The project required approximately 36
months for completion and cost Bajaj `1 billion.

Specifications
 2010 2010 [Ceased in [Ceased in 2010 2010
Pulsar Pulsar Pulsar 2009] 2009] Pulsar Pulsar
135 [13] 150 180 Pulsar 200 Pulsar 220 220F 220S
DTS-i DTS-i DTS-i DTS-Fi DTS-i DTS-i
Power
13.5 14.09 17 18.2 20 21.04 21.04
(bhp)
Torque
11.4 12.8 14.22 17.98 18.7 19.12 19.16
(N·m)
Wheelbase
1325 1330 1345 1345 1350 1350 1350
(mm)
Weight (kg) 122 143 147 147 150 152 148
145
Top Speed
115[14] 115 125 135 140 144.5
(km/h) [15]

Evolution

2001

The original Pulsar came with a 150 cc air-cooled, single-cylinder, petrol, spark-ignited
four-stroke engine which made 12 bhp of max power. They featured a single spark plug
to ignite the air-fuel mixture fed from a carburetor, simple spring shock absorbers, round
headlamp dome and 1,265&mm wheelbase. Disc brakes as standard equipment were a
novelty in Indian motorcycles of the early 2000s. Other standard features were parking
lights and an aircraft-type fuel tank lid.

The 180 cc version made 15 bhp of max power and came with a twin-tone horn, which
was optional equipment on the 150 cc version. Electric Start (ES) was also offered as an
option on both the bikes. [16]

2003

The second generation Pulsars featured Bajaj Auto's newly developed DTSi technology,
[17]
which increased the power rating of both versions by 1 bhp (0.75 kW) each and also
increased fuel economy.[18] This model also introduce a new headlamp assembly,
1,320 mm wheelbase,[19] and standard twin-tone horn and trip meter.

2005

Bajaj Pulsar 180 DTSi UG II (2nd generation- DTSi Engine)

In 2005, Bajaj launched another upgrade of the Pulsar. The bike was offered with 17-inch
(430 mm) alloy wheels as standard option, and the stance was also lowered by about
12 mm. It was the first time any bike maker in India had offered 17-inch (430 mm)
profile wheels at the rear. The fuel tank now had a capacity of only 15 litres. [20] The
power output was now further increased to 13.5 bhp (10.1 kW) @ 8500 rpm for the 150
while it increased to 16.5 bhp (12.3 kW) @ 8500 rpm for the 180.[21] The rear shock
absorbers were now gas-filled Nitrox absorbers.

2006

Bajaj introduced another version of Pulsar. New features included: pilot lamps separated
from the main headlamp, turn indicators with clear lenses and amber bulb, self-cancelling
turn indicator switch, flush LCD screen with digital read-out of key vehicle data, non-
contact speed sensor, non-contact backlit switches, twin-stripe LED tail-light assembly
and side panels altered for a sharp, tapering-towards-the-rear look. The engine had
increased torque availability, reduced vibration and improved gear shift feel. They also
introduced the 1 down 4 up variant of the gear box for the first time on sub 150 cc
variants. [22]

2007

Main article: Bajaj Pulsar 220 DTS-Fi

In July 2007, Bajaj began selling the Bajaj Pulsar 220 DTS-Fi and Pulsar 200 DTS-i, the
former featuring fuel injection and oil cooled engines, a digital dash, and modern styling.
This bike has some features which are totally new to the Indian market, like the fuel
injection itself, rear disc brake and clip-on handlebars (the first two only available in the
220 model).

2009

Bajaj released the UG IV (fourth upgrade) versions of the Pulsar 150 and Pulsar 180 in
April 2009. The upgrades for the Pulsar 150 included an all-black theme, tank scoops
similar to those on the Pulsar 200, a 3D Pulsar logo, and a changed electrical system (full
DC). Power also increased from 13.5 bhp to 14.09 bhp (8500 rpm).

Electrical enhancements like auto head light switch-off after few seconds of turning the
engine off to protect the battery, self cancelling turn signals, icon illumination (horn icon,
indicator icon, engine cut off icon, etc.), side stand warning light, duel digital trip meter,
low fuel warning light (which also flashes when the engine is revved too hard), and low
battery indicator are common features among all the variants.
The Pulsar 180 received upgrades like wider tyres, split seat, tank scoops, clip-on
handlebars, 3D Pulsar logo, swing arm suspension borrowed from Pulsar 200, and thicker
forks. The power was increased to 17 PS.

Bajaj launched a carbureted version of Pulsar 220 on June 2009, tagging it as "the fastest
bike in India". [23] It also discontinued the production of Pulsar 200 on July 2009.

Technology

DTSi

DTSi stands for Digital Twin Spark Ignition, a Bajaj Auto trademark. Bajaj Auto holds
an Indian patent for the DTSi technology. The Alfa Romeo Twin-Spark engines, the
BMW F650 Funduro which was sold in India from 1995 to 1997 also had a twin-spark
plug technology, and the Rotax motorcycle engines, more recently Honda's iDSI Vehicle
engines use a similar arrangement of two spark-plugs. However very few small capacity
engines did eventually implement such a scheme in their production prototypes.

Patent infringement allegations

In September 2007, Bajaj Auto filed a claim accusing that the development of TVS
Flame was in violation of their patent for DTS-I. [24] TVS Motors countered by
threatening to sue Bajaj Auto for libel.[25][26] On February 2008, the Madras High Court in
Chennai restrained TVS from launching it with the twin spark plug technology.[27] TVS
appealed against this decision, claiming that crucial evidence was not taken into
account[28] and in March 2008, launched the Flame with a modified engine containing one
spark plug.[29] The DTSi idea is a simple one to understand - it involved usage of two
spark plugs (instead of one) per engine cylinder.

ExhausTEC

ExhausTEC stands for Exhaust Torque Expansion Chamber, a technology patented by

Bajaj.[30] The technology involves use of a small chamber connected to the exhaust pipe
of the engine to modify the back-pressure and the swirl characteristics, with an aim to
improve the low-end performance of the bikes. The ExhausTEC technology is claimed to
be highly effective in improving the low- and mid-range torque. [31]

Awards

The different variants of Pulsar have won the following awards. [32]

2008

• ET NOW - ZigWheels—Bike of the Year

• ET NOW - ZigWheels-Technology of the Year
• UTV Bloomberg-AutoCar-Bike of the Year 2010
 • UTV Bloomberg-AutoCar-Viewer's Choice of the Year
• All Auto Mags-Overdrive, AutoCar, BS, Bike Top Gear-IMOTY Award-Indian
Motorcycle of the Year

2008

• Bike India awards—Bike of the year (up to 250 cc)

• 4Ps Power Brand Awards-Ranked First in 'TOP 30 AUTOMOBILE BRANDS
OF INDIA'
• Indian Motorcycle of the Year
• Overdrive-Bike of the Year 2008
• NDTV Profit Car India and Bike India Awards-Bike of the Year 2008
• All Auto Mags-Overdrive, AutoCar, BS, Bike Top Gear-IMOTY Award-Indian
Motorcycle of the Year

2007

• CNBC-TV18 Autocar Auto Awards—Bike of the Year

2005

• NFO Automotive- TNS Automotive Total Customer Satisfaction in Premium

Segment

2004

• ICICI Bank OVERDRIVE Awards 2004- Bike of the Year 2004

2003

• BBC 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

2002

• OVERDRIVE Awards—Most Exciting Bike of the Year

• Business Standard Motoring- Bike of the Year 2002

Marketing Strategy

• Price / Selling Effort Strategies: A firm that follows a skimming strategy seeks
to be the first to introduce a product with very good performance, selling it to the
innovator market segment and charging a premium price for it. It makes as much
 profit as possible, then moves on when the competition arrives. The price is likely
to fall over time as competition is encountered. Such a skimming strategy
contrasts with a penetrating strategy, which seeks to gain market share by
sacrificing short-term profits, and increasing the price over time as market share is
gained.
• Competitors have certain strengths and abilities. To succeed, a firm must leverage
its own unique abilities.
• A firm should prepare defensive strategies before potential threats arrive. If the
competition surprises a firm with the introduction of a vastly superior product, the
firm should resist the temptation to proceed with its mediocre product. A firm
never should introduce a product that is obsolete when it hits the market.
• The competition's probable response to a firm's actions should be considered
carefully.
• Being the leading manufacturer of two & three wheelers market BAL(Bajaj Auto
Ltd.) has been providing the best of the class models at competitive prices.
• Most of the Bajaj models come loaded with the latest features within the price
band acceptable by the market.

• They regularly update the low price bikes with the latest features like disk-brakes,
anti-skid technology and dual suspension, etc

Marketing Research for Strategic Decision Making

The two most common uses of marketing research are for diagnostic analysis to
understand the market and the firm's current performance, and opportunity analysis to
define any unexploited opportunities for growth. Marketing research studies include
consumer studies, distribution studies, semantic scaling, multidimensional scaling,
intelligence studies, projections, and conjoint analysis. A few of these are outlined below.

• Semantic scaling: a very simple rating of how consumers perceive the physical
attributes of a product, and what the ideal values of those attributes would be.
Semantic scaling is not very accurate since the consumers are polled according to
an ordinal ranking so mathematical averaging is not possible. For example, 8 is
not necessarily twice as much as 4 in an ordinal ranking system. Furthermore,
each person uses the scale differently.
• Multidimensional scaling (MDS) addresses the problems associated with semantic
scaling by polling the consumer for pair-wise comparisons between products or
between one product and the ideal. The assumption is that while people cannot
report reliably which attributes drive their choices, they can report perceptions of
similarities between brands. However, MDS analyses do not indicate the relative
importance between attributes.
• Conjoint analysis infers the relative importance of attributes by presenting
consumers with a set of features of two hypothetical products and asking them
 which product they prefer. This question is repeated over several sets of attribute
values. The results allow one to predict which attributes are the more important,
the combination of attribute values that is the most preferred. From this
information, the expected market share of a given design can be estimated.
• They invest lot of time and lot of share of earnings in R&D to develop there
product to compete with competitor and to give fine product to customer.

Research and Development (R&D)

2009-10 was an important year. Bajaj Auto’s R&D departments were involved with the
reaction of number of new products, which have helped the Company to acquire more
insignificant market presence. In addition, it has done considerable work in process
engineering.

Products

Pulsar 220 F: The Pulsar 220 F was re-defined to be the best performing sports bike in
india. It became the fastest Indian bike. Work was done to enhance its power while
reducing its fuel consumption. The bike was also made more affordable.
Pulsar 180 UG: The bike was loaded with new features and style along with higher
performance. It has, in effect, expanded the greater than 150 cc segment.
Pulsar 150 UG: Pulsar 150 – the backbone of the Pulsar brand – was upgraded with a
more powerful engine and new features like clip on handle bars and tank flaps. These
features have made the Pulsar 150 the best seller in its category.
Pulsar 135 LS: The Pulsar 135 LS was built to create a light sports offering in the Pulsar
family. It was designed to be true to the Pulsar character of aggression, technological
Predisposition and outstanding style. This bike is powered by a 4V DTS-i engine which
is the first of its kind. The four valves allow the engine to breathe well, generating superb
Performance, while DTS-i gives it excellent fuel economy.

The Customer Response

Bajaj Pulsar was a great buy sometime ago, but right now considering the competition
there are better bikes around from Honda, TVS and Yamaha. People are already bored
seeing too many Pulsars in the city. It is time for Bajaj too launch a new 150cc model to
its product line.

The digital console was an attraction a while ago, but now many bikes have introduced
them. If you are a Pulsar fan and have admired the bike for quite a long time, then go
ahead and buy it.

BikeAdvice Overall Rating: 4/5

Performance Rating: 4/5

Beauty Rating: 4/5

Pros: Trendy Looks, Fuel Efficiency, Great pickup

Cons: A little unsafe, Riding posture is not good for people more than 6 ft tall. [33]

180 cc-

The Bajaj Pulsar 180 is a package for young brigade and is a powerhouse with
sensational 125kmph top speed. The bike performs well at all speeds and cornering is
something commendable. The bike using Digital Twin Technology Ignition (DTSi),
Ignition with Digital CDI, Twin Spark Plugs and a third-generation Throttle Responsive
Ignition Control System should never let you down as you carry your honey!

200 cc-

The 18ps pulsating power generated by the 200cc engine provides great riding excitement
to bikers, echo all of the Bajaj dealers . It is the first bike in India with tubeless tyres both
in front and rear in this segment. The tubeless tyres offer superior stability that is safer
than the conventional tube tyres while adding to fuel economy. Better road grip and
stability is ensured by the very broad rear tyre. The bike has new digital console with
Digital Odometer, Digital Speedo meter, Digital Fuel Gauge and two Digital Trio Meters.
This Bajaj bike is the first one with electric start. And needless to say it is very
convenient for a city rider. After all, we know the traffic jams right?

Ask me downside of this bike… Well, it doesn’t have a kick-start facility. So when the
battery is down (keep looking at the indicator off and on my friend!) or fused out, God
save you or you got to push it to a recharge facility!

220 cc-

In the test rides, the Pulsar 220 is a little faster than the Karizma, but we have to wait for
Karizma Fi, a new version of Karizma that is to be launched soon. Bajaj Pulsar 220 is a
great bike overall compared to the other bikes in India, but taking into account the
international bikes, its stands no chance against them. Hopefully we can see lot of new
technology coming up in Indian bikes in the coming years. If you want a high
performance bike, wait a little longer for the new Karizma and then make the decision.

Pros: Pickup, aggressive looks, Pulsar branding

Cons: Not so pleasant engine sound

Reference

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