Bajaj Bikes

PROJECT REPORTON

“Marketing Mix Plan & Consumer Feedback for

Bajaj Bikes”

SUBMITTED TO , DELHI BUSINESS SCHOOL

IN PARTIAL FULFILLMENT OF “BACHELOR OF

BUSINESS ADMINISTRATION”

SUBMITTED TO : SUBMITTED BY: SUMAIRAH JEELANI

DECLARATION

I declare that this research report on the topic “MARKETING MIX PLAN & CONSUMER FEEDBACK FOR BAJAJ BIKES” is done for the

Partial fulfilment for the award of three-year degree course in Bachelor Of Business Administration, from DELHI BUSINESS

DCHOOL, Delhi affiliated to EIILM UNIVERSITY

.

This is my Own Work and is not submitted to any other University Or

Institution to the best of my knowledge.

Sumairah Jeelani

1

ACKNOWLEDGMENT

To begin with, I must express my thanks to Mr. MANISH KUMAR, for

guiding and helping me through all the stages of the present project.

He has been a constant source of inspiration and encouragement —

without which it would have been difficult to bring the present project

to a successful head.

Last but not the least, I would like to thank my faculty members and

friends without whose support and encouragement this project would

not have seen the light of the day.

I do hope this project manages to shed some light on a new marketing

approach, and it will be appreciated by students, academics and

professionals.

SUMAIRAH JEELANI

2

PREFACE

Management education talks of synchronizing the theoretical studies

with practical application in the most effective way. The training figure

prominently in the course curriculum as it imparts practical knowledge

to the student aspiring to accomplish professional insight. It actually

gives a feel about what is happening in life and industry around. It

grooms an individual to find himself fit in the corporate world. Students

eventually come out with much confidence, knowledge and matured

attitude and outlook.

In today’s competitive world, Marketing Research forms a key player.

To me, it is an orderly and insightful process of thinking about and

planning for the market. This process is applicable to more than just

goods and services. I think that anything can be researched – ideas,

events, organization, place, personalities etc. and that motivated me to

choose this as a specialized subject. This particular process starts with

entering deep inside the relevant market place to understand its

dynamics and to identify opportunities to meet the felt or infelt needs.

SUMAIRAH JEELANI

3

INDEX

PAGE NO:1. EXECUTIVE SUMMARY -

5

2. COMPANY PROFILE AND INTRODUCTION 6

3. OBJECTIVE

13

4. RESEARCH METHODOLOGY

14

MARKETING MIX PLAN

Segmentation

Targeting

Positioning

Product

Price

Specification

Promotion

Place

6. DATA ANALYSIS AND INTERPRETATION 56

7. CONCLUSION

61

8. RECOMMENDATIONS

64

9. LIMITATIONS

66

10. SWOT ANALYSIS

68

11. BIBLIOGRAPHY

70

12. ANNEXURE

73

4

EXECUTIVE SUMMARY

The project deals with the 4 p’s of marketing. The product chosen for

this project is Bajaj Pulsar of Bajaj Auto India Ltd. The project has

undergone following surveys:-

Company survey

Customer survey

Data analysis

Relevant information has been gather from company visit, interacting

with the company’s marketing manager and area sales manager

concerned. Customer survey also helped us to find the exact image in

the mind of the customer, its value and it preference rates in

comparison to other products. Data’s analyses are collected from web-

site and analyses were made on the following data’s. In accordance

the objective of the project was to study the product characteristics in

regard to its, price, place and promotion.

6

COMPANY PROFILE & INTRODUCTION

The Bajaj group came into existence during the turmoil and the heady

euphoria of India’s freedom struggle. Jamnalal Bajaj, founder of the Bajaj

Group, was a confidante and disciple of Mahatma Gandhi, and was deeply

involved in the effort for freedom. The integrity, dedication, resourcefulness

and determination to succeed which are characteristics of the company

today, are often traced back to its birth during those long days of relentless

devotion to a common cause. Kamalnayan, the eldest son of Jamnalal Bajaj,

succeeded his father in 1942, at the age of twenty-seven. Putting the Nation

before business, he devoted himself to the latter only after India achieved

independence in 1947. But when he did so, he put his heart and soul into it.

Within a short while, he not only consolidated the group, but also diversified

into various manufacturing activities, elevating the Group to the status it

enjoys till this day. Rahul Bajaj today heads the group. He has been the

Chief Executive Officer of Bajaj since 1968 and is recognized as one of the

most outstanding business leaders in India. As dynamic and ambitious as

his illustrious predecessors, he has been recognized for his achievements at

various national and international forums. The Waluj plant inaugurated by

the erstwhile President of India Shri Giani Zail Singh. Bajaj is currently

India’s largest two and three-wheeler manufacturer and one of the biggest in

the world. Bajaj has long left behind its annual turnover of Rs. 72 million

7

(1968), to currently register an impressive figure of Rs. 42.16 billion (US$

936 million).

Company Philosophy:

We approach our responsibilities with ambition and resourcefulness.

We organise ourselves for a transparent and harmonious flow of

work.

We respect sound theory and encourage creative experimentation.

And we make our workplace a source of pride.

Company Believe In:

Transparency: a commitment that the business is managed

along transparent lines.

Fairness: to all stakeholders in the Company, but especially to

minority shareholders.

Disclosure: of all relevant financial and non-financial information

in an easily understood manner.

Supervision: of the Company’s activities by a professionally

competent and independent board of directors.

8

Milestones:

Caliber motorcycle notches up 100,000 sales in record time of

12 months.

June 7th- Kawasaki Caliber Roll out of Valuf- July 25th- Legend,

India’s first four-stroke scooter roll out of Akurdi. October

1998- Spirit launched. The Bajaj Super Excel is introduced

while Bajaj Celebrates sale of its ten millionth vehicle.

International marketing:

Based on our own brand of globalization, we have built out distribution

network over 60 countries worldwide and multiplied our exports from 1

percent of total turnover in Fiscal 1989-90 to over 5 percent in fiscal

1996-97. The countries where our products have a large market are

Argentina, Colombia, Peru, Bangladesh, Sri Lanka, Italy, Sweden,

Germany, Iran and Egypt. Bajaj leads Colombia with 65 percent of the

scooter market, in Uruguay with 30 percent of he motorcycle market

and in Bangladesh with 95 percent of the three-wheeler

market vehicle.

Other Information

9

One million vehicles were produced and sold in this financial

year.

Production commences at waluj, Aurangabad in record time of 16

months.

Bajaj auto achieves production and sales of 100,000 vehicles in a

single financial year.

Bajaj Auto rolls out its 100,000 the vehicle.

Bajaj Auto obtains license from the Government of India to

manufacture two and three-wheelers.

Research and Development:

Bajaj Auto has huge, extensive and very well-equipped Research and

Development wing geared to meet two critical organizational goals:

development of exciting new products that anticipate and meet

emerging customer needs in India and abroad, and development of eco-

friendly automobile technologies. While the manpower strength of the R

& D represents cross-section of in-depth design and engineering

expertise, the company has also been investing heavily in the latest,

sophisticated technologies to scale down product development lifecycles

and enhance testing capabilities. Bajaj Auto R & D also enjoys access to

10

the specialized expertise of leading international design and automobile

engineering companies working in specific areas.

TWO- WHEELERS MARKET SHARE

The auto two-wheeler segment has been witnessing a mixed trend in

year 2004. During the first seven months, the scooter volumes dipped

and there was a sudden spurt in the motorcycle sales. However there

was some deviation from this trend during October 2001 when the

scooter sales stated picking up due to launch of new variants by Bajaj

Auto Ltd., But on the whole the motorcycle market continued to prop

up domestic 2- Wheelers sales whereas scooters and moped sales

maintained their downward trend in fiscal 2004.

The sales of motorcycle segment remained buoyant in Dec 2001 and

the major three players have reported an average growth of 55% in

their sales volumes. Bajaj Auto Ltd. Has been the outperformed in the

motorcycle segment followed by Hero Honda Motors Ltd. And TVS

Motor Company Ltd. (formed after the break-off with Suzuki Motor

11

Corporation, Japan)With the whopping 85% growth in the motorcycle

sales Bajaj Auto Ltd. Is the second biggest manufacturer of

motorcycles.

The company’s recent indigenous launch in 4-stroke segment viz.; the

150/180 cc ‘Pulsar’ has been the major contributor to motorcycle sales

alongwith its other popular models such as Boxer ‘,’ Caliber Croma etc.

the company is also refocusing on scooter sales and has launched the

150cc ‘Legend NXT2’ and 4-stroke version of ‘Chetak’ recently. BAL

aims to reach a target of 0.6 million units by the end of fiscal 2004.

Hero Honda has posted a negative sales growth of

8.75% from last month November 2003 which is attributed to lower

registrations for new purchases by the customers in the last month of

the year. With the rising rural demand the company is optimistic of

reaching the sales target of 1.4 million units for the financial year

ending March 2004-05.

OBJECTIVE

1. To study the general business environment & history of Bajaj

Auto Ltd.

2. Comparing Bajaj Bikes share in market to Hero Honda & TVs

Suzuki Bikes.

12

3. Analysis of the (Bajaj Bikes) products, pricing, promotion &

distribution strategies.

4. SWOT Analysis of the strategy adopted.

13

RESEARCH METHODOLOGY

Research in common parlance refers to a search for knowledge. The

purpose of research is to discover answers to questions though the

application of scientific procedures. In short research is art of scientific

investigation.

Research methodology refers to the tools and methods used for

obtaining information for the purpose of the subject under study.

The methodology followed for the purpose of finding customers

response was Random sample survey.

Sample Size: 200 people

Professionals 50 Students 80 Govt.Employees 35 Business man 35

DATA SOURCES

The data was collected from primary as well as secondary sources.

14

The primary data was collected through interviews with the

managers and trainee sales officer.

Secondary data was collected from articles in various magazines

and newspapers and web sites.

RESEARCH APPROACH

The approach adopted was a survey with the customers visiting the

show room. Company’s servicing centre of Gorakhpur and interview

session with the agency’s Assistant Sales manager.

RESEARCH INSTRUMENT

The research instrument used was a questionnaire.

SAMPLING PLAN

Sampling Unit:

1. It constituted of people in the age group of 18 and above.

2. Income group of 10,000 and above per month.

15

Sampling Procedure:

The sampling procedure adopted was convenience sampling because

of the wide scope of the project.

16

MARKETING MIX PLAN

17

SEGMENTATION

Demographic Segmentation:

Income: Our customer survey indicates that the segments

available for the Bajaj motor bike are the people with monthly

income of Rs. 10,000 and above.

Age: The main segmented group for the motorcycle are 18 years

and above.

Occupation: All kinds of people are taken into account. Students,

Professional, Govt. servants, etc.

Geographic Segmentation: The potential customers for the

Bajaj motor cycle are basically from every regions of India.

Psychographic Segmentation: People purchasing Bajaj’s

bikes are very stylish, brand conscious.

Behavioural Segmentation:This segmentation is done

considering user status, benefit wise.

18

TARGETING

The proposed targeting people in the age group of 18 years and

above with a monthly income of Rs. 10,000 and above, who are

adventurous, enthusiasts and socializing and who are either students

or retired individuals or may be employed as professionals,

government servants or having their own business, but mostly male.

POSITIONING

The image that Bajaj creates in the mind of the customers is the faith.

The add shown by it says “HAMARA BAJAJ”. That means it’s a member

of the Indian family. It represents the Indian culture and society.

19

PRODUCT

The product offers a service to the customers so as to satisfy

their need. The product provided the Bajaj suites the Indian Roads.

And the Indian Consumers have a perception that the Bajaj provides

genuine products.

The product is perfectly designed and all the switch are well

placed, which provides a good riding condition.

The details of the various bikes provided by the Bajaj are as

follows:

1. Pulsar- 135

2. Pulsar- 150

3. Pulsar- 180

4. Pulsar - 200

5. Pulsar- 220

6. Platina- 100

7. Platina- 125

8. Discover- 100

9. Discover- 135

20

PULSAR – 135

Bajaj Auto Ltd. has just launched its latest entrant into the Pulsar family - the light and sporty Pulsar 135LS.

Bajaj Pulsar 135LS Bike Technical Specification:

Engine: 134.66cc, 4 stroke, air cooled, 4-valve, single cylinder DTS-i

Max. Power: 13.5 ps @ 9000 rpm

Max. Torque: 11.4 nm @ 7500

Kick + Self start

Suspension – Telescopic front suspension with anti friction bushes and Nitrox rear suspension

Brakes: Front – Disc (Diameter 240 mm) and Rear – Drum (Diameter 130 mm)

Front Wheel: 2.75 x 17″ & 1.4 X 17, Tube type Unidirectional

Rear Wheel: 100 / 90 x 17″ & 2.15 X 17, Tube type Unidirectional

Fuel Tank Capacity : 8 litres, Reserve : 2.5 litres (1.6 litres usable)

Headlamp: 35/35 W with 2 pilot lamps

Wheelbase: 1325 (mm)

21

Ground clearance: 170 mm

Kerb Weight: 122 Kg

PULSAR -150

Pulsar

Specification Value

Engine Type 4 stroke

Cooling Type Air Cooled

Displacement 143.90cc

22

No. of

Cylinders1

Max Power 12bhp

Max Power

RPM8500rpm

Max Torque 10.8Nm

Max Torque

RPM7500rpm

Ignition Type C.D.I

Carburettor Ucal-Mikuni(DH)

Transmission

Type5 Gears - All down

Clutch Type Lever operated(Left Hand)

Electrical

System12V

Head Light 35/35 W Clear Lens Type

Horn 12 V DC

Chassis Type Tubular Double Craddle

Front

Suspension Telescopic

Rear

Suspension

Trailing arm with coaxial hydraulic shock absorbers & coil

springs 5 Step adjustable

Front Tyre

Size2.75 x 18 42P

23

Rear Tyre Size 3.00 X 18 4/6 PR

Front Brakes Drum Brake 130mm or Hydraulic Disc Brake

Rear Brakes Drum Brake 130mm

Fuel Tank

Capacity18 litres

Reserve

Capacity3 litres

Wheel Base 1265mm

Saddle Height 780mm

Kerb Weight 132kg

Maximum

Payload263kg

Max.Speed 100 kmph

PULSAR -180

24

http://www.bajajauto.com/planetbajaj/newvehicle/hnvmotorparts.htm#brakes

Specificatio

n Value

Engine Type 4 stroke

Cooling Type Air Cooled

Displacement 178.60cc

No. of

Cylinders1

Max Power 15bhp

Max Power

RPM8000rpm

Max Torque 13.2Nm

25

Max Torque

RPM6500rpm

Ignition Type C.D.I

Carburettor Mikuni(DJ)

Transmission

Type5 Gears- One down four up

Clutch Type Lever operated(Left Hand)

Electrical

System12V

Head Light 35/35 W Clear Lens Type

Horn 12 V DC 2 nos.

Chassis Type Tubular Double Cradle

Front

Suspension Telescopic

Rear

Suspension

Trailing arm with coaxial hydraulic shock absorbers & coil

springs 5 Step adjustable

Front Tyre

Size2.75 x 18 42P

Rear Tyre

Size100/90 18 56P

Front Brakes Hydraulic Disc Brake

Rear Brakes Drum Brake - 130mm

Fuel Tank

Capacity18 litres

Reserve 3 litres

26

http://www.bajajauto.com/planetbajaj/newvehicle/hnvmotorparts.htm#brakes

Capacity

Wheel Base 1265mm

Saddle

Height 780mm

Kerb Weight 137kg

Maximum

Payload268kg

Max Speed 107kmph

PULSAR- 200

27

PULSAR-220

TECHNICAL SPECIFICATIONS OF BAJAJ PULSAR 200 DTSi

Max Power

18 PS (13.25 KW) @ 8000 rpm

Max Torque

17.17 Nm / 1.75 Kgm

SilencerNew Silencer with ExhausTEC technology now ensures improved engine torque even at varying load conditions

Wheel base

1350 mm

Suspension-F

Telescopic Forks 130 mm stroke with anti-stiction bushes

Suspension-R

Triple Rate Spring, 5-way adjustable, gas assisted NitroXShock Absorbers with vertical travel of 100mm

Wheels High performance light yet stronger 17" alloy wheels

Tyres Broader 120 / 80 rear tyres 90 / 90 front tyres

28

http://auto.indiamart.com/motorcycles/bajaj-pulsar/popup-3.html

Technical Specifications of Bajaj Pulsar 220 DTSi

Engine

Type Single Cylinder, 4 stroke-air cooled.

Displacement 220 cc

Max. Power 21 Bhp @ 8500 rpm

Max. Torque 19.12 Nm @ 7000 rpm

Suspension

Front Suspension Telescopic, 130mm

Rear Suspension Nitrox, with 90mm travel

Brake

Front Disc, 260mm

Rear Disc, 230mm

Tyre

Front Tyre 90/90X17 (Soft Compound, tubeless)

Rear Tyre 120/80X17 (Soft Compound, tubeless)

Dimensions

Wheelbase 150 kg

Kerb Weight 1350 mm

Electricals

Battery 12 V 9 Ah, Maintenance free

Head Lamp 55W, Ellipsoidal

Fuel Tank Capacity

Fuel Capacity 15 ltrs

29

PLATINA – 100

Technical Specifications of Bajaj Platina 100cc

Engine

Type 4-Stroke Single Cylinder Air Cooled

Displacement 99.27 cc

Max. Power 8.2 Bhp@7500 rpm

Max. Torque 8.05 Nm@4500 rpm

Suspension

Front Suspension Hydraulic, Telescopic type , 125 mm travel

Rear Suspension Hydraulic, SNS type, 100 mm travel

Brake

Front Drum type, 130 mm

Rear Drum type, 110 mm

Tyre

Front Tyre 2.75*17'', 41P

Rear Tyre 3.00*17'', 50P

Dimensions

Wheelbase 113 kg

Kerb Weight 1275 mm

Electricals

Battery 12V AC + DC

Head Lamp 12V, 35W/35W (HS1)

Fuel Tank Capacity


30

PLATINA- 125

Technical Specifications of Bajaj Platina 125 DTS-Si

Engine

Type DTS-Si, Air-Cooled, 4-Stroke


Max. Power 9.53PS @ 7000rpm

Max. Torque 10.85Nm @ 5000rpm

Suspension

Front Suspension Hydraulic, Telescopic type,125 mm travel

Rear Suspension Hydraulic, SNS type, 105 mm travel

Brake

Front Drum-130mm

Rear Drum-110mm

Tyre

Front Tyre 2.75-17" 41P

Rear Tyre 3.00-17" 50P

Dimensions

Wheelbase 113 kg

Kerb Weight 1275 mm

Electricals

Battery 5 amp Maintenance Free

Head Lamp 12V, 35W / 35W (HS1)

Fuel Tank Capacity


31

DISCOVER – 100

Technical features of BAJAJ Discover -100

Engine / Transmission

Stroke (2/4), Type 4-Stroke, DTS-I, Natural Air Cooled


No. of cylinders Single Cylinders

Bore x stroke -

Max Net Power 9.64 Kw (13.10 PS) @ 8500 rpm


Start Self Start/ Kick Start

Clutch Wet, Multi Plate Type

Electrical 12V AC/DC

No. of Gears 4 Speed constant mesh

Frame Double cradle tubular type

32

http://auto.indiamart.com/motorcycles/bajaj-discover/

DISCOVER -135

Technical features of Bajaj Discover -135

Engine / Transmission

Stroke (2/4), Type 4-Stroke, DTS-I, Natural Air Cooled


No. of cylinders Single Cylinders

Bore x stroke -

Max Net Power 9.64 Kw (13.10 PS) @ 8500 rpm


Start Self Start/ Kick Start

Clutch Wet, Multi Plate Type

Electrical 12V AC/DC

No. of Gears 4 Speed constant mesh

Frame Double cradle tubular type

Suspension

Font suspension Telescopic 135 mm stroke

Rear suspensionTrailing Arm with coaxial hydraulic shock Absorbers and coil springs.

Rear suspension adjustable

Yes

Brakes

Front Brake Hydraulic Disc (240 mm disc)

Rear Brake Mech expanding shoe & drum type 130 mm drum

Electricals

33




System voltage 12V (AC + DC)

Battery type12V, 5 Ah Maintenance free Battery (KS)/12 V, 9 Ah (ES)

HeadlampElectric start – 35/ 35W Optoprism- Halogen lamp, Kick start – 60/55 W Round Headlamp

Tail lamp 5/21 W

Brake lamp 10 W

Turn signal lamp 10 W

Horn 12 V, Dc

Tyre

Front tyre size 2.75 x 17, 42 P

Rear tyre size 100/90 x 17, 52 P

Fuel Tank capacity 10 Litres (2.3 litres for reserve)

Dimensions

Length 2030 mm

Width 760 mm

Height 1065 mm

Wheel base 1305 mm

Turning circle dia 2100 mm

Ground clearance 179 mm

Kerb Weight 125 kg NA – Kick start / 133 kg – Electric start

Other Features

Ride Control Switch Yes

Ignition cum St.lock Yes

Headlamp Shape Round / Fairing

Console Angular – Twin Pod

Lockable Seat Yes

Dipper Yes

Turn Indicator Yes

Choke Yes

Day Flasher Push Cancel

34

PRICES

Pricing is an important component of marketing mix of firm.

Determining the prices of different products of a firm is a very difficult

task of the marketing manager. Price denotes money value of a

product. It represents the amount of money for which a product can be

exchanged. In other words, prices represents the money which the

buyer pays to the seller for a product price represents the exchange

value of goods and services in terms of money. Price is all around.

Price factor has very well been touched by the manufactures.

The manufactures (Bajaj) are charging very comparatively cheaper

prices then their competitors. The pricing strategy of the company is

very set. They price their product according to the cost of production

and also by keeping an eye on the price of the competitors of that

segment & demand of the product in the market.

The pricing strategies adopted by Bajaj auto Ltd:

Competitive Pricing

The management of a firm decide to fix the price at the

competitive level. This method is adopted by Bajaj auto because the

bike market is highly competitive.

35

THE PRICE LISTS OF THE VARIOUS BAJAJ BIKES ARE AS

FOLLOWS:

Bajaj Pulsar 135LS Price in India: Rs. 51,000/- Ex-Showroom Delhi

Bajaj Pulsar 150 CC Price:

Bajaj Pulsar 150 cc Price in Delhi: 60,000/- Indian Rupee

Bajaj Pulsar 150 cc Price in Mumbai: 68,000/- Indian Rupee

Bajaj Pulsar 150 cc Price in Chennai: 64,000/- Indian Rupee

Bajaj Pulsar 150cc Price in Bangalore: 65,000/- Indian Rupee

Bajaj Pulsar 150cc Price in Hyderabad: 64,000/- Indian Rupee

Bajaj Pulsar 150cc Price in Kolkata: 65,500/- Indian Rupee

Bajaj Pulsar 150 cc Price in Pune: 62,000/- Indian Rupee

Price of Bajaj Pulsar 180 DTSi:- (Starting Price in Bangalore, Hyderabad, Chennai, Pune, Delhi, Ahmedabad, Kolkata, Mumbai)

City Ex. Show Room

On Road

City Ex. Show Room

On Road

Bangalore

Rs. 58,902/-

Rs. 69,457/-

Hyderabad

Rs. 59,400/-

Rs. 66,397/-

Chennai

Rs. 59,500/-

Rs. 66,179/-

Pune Rs. 59,709/-

Rs. 65,560/-

Delhi Rs. 59,720/-

Rs. 63,486/-

Ahmedabad

Rs. 59,981/-

Rs. 66,221/-

Kolkata Rs. Rs. Mumbai Rs. Rs.

36

60,000/-

68,500/-

61,511/-

70,211/-

Bajaj Pulsar 200 CC:-




Bajaj Pulsar 200cc Price in Bangalore: 77,000/- Indian Rupee

Bajaj Pulsar 200cc Price in Hyderabad: 76,000/- Indian Rupee



Price of Bajaj Pulsar 220 DTSi




Bajaj Pulsar 220 cc Price in Bangalore: 93,000/- Indian Rupee

Bajaj Pulsar 220 cc Price in Hyderabad: 92,000/- Indian Rupee



37

Price of Bajaj Platina 100cc (Starting Price in Hyderabad, Bangalore, Chennai, Delhi, Jaipur, Kolkata, Ahmedabad, Mumbai)

City Ex. Show Room

On Road

City Ex. Show Room

On Road

Hyderabad

Rs. 29,990/-

Rs. 34,275/-

Bangalore

Rs. 32,989/-

Rs. 39,384/-

Chennai Rs. 32,997/-

Rs. 39,140/-

Delhi Rs. 33,210/-

Rs. 36,642/-

Jaipur Rs. 33,800/-

Rs. 37,215/-

Kolkata

Rs. 34,090/-

Rs. 40,640/-

Ahmedabad

Rs. 34,370/-

Rs. 39,300/-

Mumbai

Rs. 35,277/-

Rs. 41,431/-

Price of Bajaj Platina 125 DTS-Si:- (Starting Price in Delhi)

City Ex. Show Room On Road

Delhi Rs. 39,000/- -

Price of Bajaj Discover DTSi 100 CC:

Ranges from Rs 40,000 to Rs 42,000

38

Price of Discover DTSi 135 CC :

Ranges from Rs 46,248 to Rs 51,895

Specifications

Pulsar 135 [5]

Pulsar 150

DTS-i

Pulsar 180

Pulsar 200

DTS-i

Pulsar 220

DTS-Fi

Pulsar 220

DTS-i

Power (bhp)

13.5 14.09 17 18 20 21.04

Torque (N·m)

11.4 12.8 14.22 17.68 19.1 19.1

Wheelbase (mm)

1325 1330 1350 1350 1350 1350

Weight (kg) 122 143 147 145 150 151

Top Speed (km/h)

115[6] 118 125 130 135 132.5[7]

39

http://en.wikipedia.org/wiki/Bajaj_Pulsar#cite_note-6



PROMOTION

Promotion is an important part of marketing mix of business enterprises. It is

spark plug of the marketing mix. Promotion is the process of communication

with the potential customer involving information, persuasion and influence.

It includes all types of personal or in personal communication with customers

as well as middleman in distribution. The purpose of promotion is to

inform, persuade and influence the prospective customers. Personal

selling, advertising, publicity and sales promotion are widely used to

inform the people about the availability of product and create among

them the desire to buy the products.

The words of E.L. Brink and W.T. Kelly promotion is the

coordination of all seller initiated affords to setup channels of

information and persuasion to facilitated the sale of a product or

service or accepted of an idea.

The various promotional activities adopted by the Bajaj Auto

Company.

40

The company has 100 crore rupees for its promotional activities

out of which 75% is sponsored by the company and 25% from the

dealers.

They may sign a celebrity for its promotional activities in recent

futures.

The company provides six free services to its customers in

comparison to its competitors.

The company provides good services facilities to its customers

through dealer’s service station.

Dealers encourage its customers by giving discount, providing

0% interest loan schemes, prices, coupons etc.

The various promotional activities adopted by

bajaj bikes are as follows

Credit & finance schemes

Free services to the consumers

Advertisements on Televisions, Newspapers, Magazines

Road Shows

Free trials for the new consumers

41

Credit & Finance Schemes Provided By Bajaj

Bajaj provides schemes for

New vehicles

Used vehicles

LOOKING FOR A BRAND NEW BAJAJ

Bajaj Auto Finance Ltd offers the best deals on new Bajaj vehicles.

Check out Bajaj schemes for Motorcycles and Step.

They have a variety of schemes to suit your requirements. These

include:

Margin Money schemes

Advance EMI schemes

Low down-payment schemes

Security deposit linked schemes

0% Interest schemes

Contact the Bajaj Auto Finance Ltd office in your city to know about

the Special Schemes they announce from time to time.

42

http://www.bajajautofinance.com/contacthome.htm

LOAN FOR USED VEHICLES

Not ready to invest in a new two-wheeler? We offer finance options for

used vehicles too.

We can also assist you by showing you some used vehicles to

choose from.

To take a look at these vehicles, contact the Bajaj Auto

Finance Ltd office in your city.

PLACE

There are about many regional offices located in major cities

through out the country.

There are more than 10,000 dealers through out the country.

For the product distribution the company distributes its products

through authorized dealers.

The variety products are easily available in showrooms.

43

http://www.bajajautofinance.com/contacthome.htm

DATA ANALYSIS

AND

INTERPRETATION

44

FINDINGS

Company:

Companies data shows that the company produces approximately

1,11,000 vehicles per month. Out of which they sells 60,000 motor

cycles per month.

The company has more demand of its product in western region.

The company has 21 regional offices throughout India out of which

10 contains training centres.

The main objective of these offices is to pay emphasis to human

resource development and provide good services to its customers.

Customer:

The results from customer survey are as follows:

1. Customers prefer because of their fuel efficiency.

2. Customers prefer because of their performance.

3. Customers prefer because they are value added product.

4. Customers also prefer because they are stylish.

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Surveyed made by different class wherein ; 39%students,

25%professionals, 18%Govt.employee and 18% Businessman.

75% People own bike whereas 25% don’t have any bike, of course

some of have scooters.

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Hero honda is the first preference of the customers with 48%,whereas

bajaj28%,Suzuki 12%,Yamaha8%.

60% people are very much satisfied with the Bajaj bikes specially with

the Bajaj pulsar ,whereas 40% are not satisfied.

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44% people likes it body built, whereas 22% like looks, 17% likes styles and 11% likes because of others features like Robustness, power, mileage, etc.

Word of mouth is the most affected media with 60%, whereas

television25%, print media5% and sellers effort 10%.

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70% people says prices affect the consumer preferences, whereas 30 % people says it does not matter if quality of bike is best.

58% consumers prefer cash purchasing, whereas 42% people prefer through finance.Finance is the one most imp. Reason that increases the consumption of bikes.

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CONCLUSION

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CONCLUSION

Our finding reveals that there is a great amount of market potential for

bikes in Gorakhpur City.

The finding also reveals that it is a competitive market, so the innovation

theory is always appreciable.

As it is speciality goods. So the customer needs time to study the product

as a whole in respect to its performance, efficiency etc. so the staff should

be well trained.

The company should encourage more dealers who would give more

emphasis in services of the product. It will be easy for the customers when

required.

Above all the image of the product is that its is a “value added product”

and it has “value for money”. It represents the Indian culture …………

Of course Hero Honda has a great market share but after coming pulsar in

the market, it has been a great popular bikes among youngsters.

Service centre is less in comparison to Hero Honda service centre.

Satisfaction level is very much with Bajaj Pulsar but other class of Bajaj

Bikes need more Improvement.

0% finances facility providing for a customer is a good step by company, it

also helpful in increases market share of Bajaj Bikes.

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RECOMMENDATIONS

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RECOMMENDATIONS

Mileage is the one factor that’s affect the consumer

preference with “Bajaj pulsar”. So company should be think

it ,to increase the mileage.

Service centre is less, it is an other factor that customer think,

so no. of services centre should be increased.

Prices is little costly of Bajaj pulsar, it should be less, then it

will helpful to increase the market share of Bajaj pulsar.

There should be less paper formality in purchasing by finance.

Because it makes the lengthy process and consumer

frustration increased.

Technology should be more improved .

Consumers are attractive towards different schemes, so

company should bring some attractive scheme.

Service after Sales is one major factor that retain the

consumers loyalty, so company should be more focused on it.

A little changes is required in Bajaj pulsar, like size. Then it

will helpful to attract every class of customers.

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LIMITATIONS

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LIMITATIONS

1. The primary data collected is restricted to only one company in

Gorakhpur.

2. The secondary data is limited to the articles in magazines,

newspaper and web sites.

3. The responses to the customer questionnaire may have been

biased.

4. The responses to the industrial questionnaire may have been

biased.

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SWOT ANALYSIS

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SWOT ANALYSIS

Strength:

It is a specialty good.

It is a high involvement product.

It is a durable goods.

Well equipped and trained staff.

Easy availability of spare parts in the market

Weakness:

Regional office should be located in mid of Gorakhpur.

No promotional activities by celebrities.

Opportunity:

Since it is the second leading competitor it has chance to grow.

High growth rate of the industry.

Encouragement of innovation theory.

Threat:

The main threat is from the leading competitor.

Entry of Foreign motors bikes in the market.

Threat of second hand motorcycles.

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BIBLIOGRAPHY

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BIBLIOGRAPHY

1.Articles from news papers and leading auto

magazines

(Times Of India, Hindustan Times, Auto India etc. )

2.Press releases of the company.

Business magazines (Business world) etc.

3.Web site of the company

www.Bajajauto.com

4.REFRENCES:

1.Research methodology by “C.K.KOTHARI”

2.Marketing management by “Philip kotler”

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http://www.Bajajauto.com/

ANNEXURE

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QUESTIONNAIRE

Name: ADDRESS:

Occupation: AGE:

Professional Govt. Servant

Student Business Man

Family Income:

Less than 10,000 10,000

More than 10,000

Q.1 Do you have bike?

A . Yes B. No

Q.2 If yes specify?

A . Hero Honda b. Bajaj C. Suzuki D. Yamaha

Q.3 Are you satisfied with the Bajaj bike ?

A. Yes B. No

Q.4 What physical features made you prefer BAJAJ BIKES?

LOOKS

BODY BUILT

STYLE

ROBUSTNESS

ALL OF THEM

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Q.5 What media affected your preference the most?

Q.6 Did price affect your preference?

Q.7 What mode of payment did you prefer?

Q.8 Do You want any modification in any bike ?

Comment__________________________________

WORD OF MOUTH

TELEVISION

PRINT MEDIA

DEALER EFFORTSYES

NO

CASH

FINANCE

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Bajaj Bikes

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