Pulsar final edited

8/7/2019 Pulsar final edited

http://slidepdf.com/reader/full/pulsar-final-edited 1/20

By

Aniket Das (10065)Chirag Ghiya (10077)

N.Sourya Subhanjan (10089)

Sajiv T.S. (10101)

Swosti Panda (10113)

Bajaj Pulsar



Motorcycle Industry - Overview

• India is the second largest producer

• Bikes are considered to be favorite among youth• Large variety of two wheelers are available with

• Latest technology and

• Enhanced mileage

• Bikes, Scooters and mopeds represent style and

class for both men and women



------ Volume

------ Growth Y-O-Y

Domestic Motorcycle Industry



Major Players

• Bajaj Auto (115085 mn-sales)

• Hero Honda (157581 mn-sales)

• TVS Motor (036709 mn-sales)

•Yamaha

• Suzuki



Bajaj – Estd 1926

• Founder - Jamnalal Bajaj

• Present Head – Rahul Bajaj

• India’s Largest two and three wheeler maker

• World’s Fourth Largest two and three wheeler maker

• Headquartered in Pune, Maharashtra



Products

• Bajaj Platina 100cc

• Bajaj Platina 125 DTS-Si• Bajaj Discover 135 DTS-i

• Bajaj XCD 125 DTS-Si

• Bajaj XCD 135 DTS-Si

• Bajaj Avenger 200 DTS-i

• Bajaj Pulsar 135

DTSi• Bajaj Pulsar 150

DTSi

• Bajaj Pulsar 180DTSi

• Bajaj Pulsar 200DTSi

•



Pulsar – Definitely Male

• Pulsar – Brand owned by Bajaj Auto

• Before Pulsar Indian Motorcycle market was

towards fuel efficient, small capacity motorcycles

• Bajaj launched Pulsar twins on 24 Nov 2001

• Project time: 36 Months

• Project cost : 01 Billion `



Pulsar – Sales Volume



Stars: Question Marks:

Cash Cows: Dogs:

Relative Market Share

BCG Matrix

XCD 125cc

Pulsar 200 & 220 cc

Discover 135cc

Kristal

Avenger

Platina

CT 100

Discover 125cc

Pulsar 150 & 180 cc



Five force Analysis



Five force Analysis - Contd

• Potential Entrants (Entry Barriers)

Market runs on high economies of scale and scope

Need for technical expertise is high

Owning Strong distribution network

• Supplier Bargaining Power

Suppliers of auto components are fragmented and critical

Need for proper supply chain management



• Buyer’s bargaining power

More choice and increasing competition

• Industry rivalry

Extremely high

Technical capabilities - collaboration with international

players

• Substitutes

Lower end Cars – No direct competition

Five force Analysis - Contd



Segmentation, Targeting, Positioning

• Demographic segmentation

• Higher and Upper middle class who look for Performance,

Sporty look and style

• Targeting• 18-35 years old including college goers and executives

• Positioning - Big IDEA!• World’s first bike endowed with a gender – ‘Definitely Male’

• Tagline Changed from ‘Definitely male’ and ‘Inspiring

confidence’ to ‘Digital biking’ and ‘Distinctly ahead’



4P Analysis

• Product • Price (Delhi)

• Launched in two variants -150cc &180 cc

• Market leader- 43% in the 150 ccsegment

• Pulsar 200 DTS-I launched in 2006and DTS-Fi in 2007

• Style, mileage, speed,performance, comfort and safetyare its key feature.

• Most recent launch-PULSAR 135

DTS-LS in 2010

• Pulsar 135 DTS-LS-55,528.00 `

• Pulsar 150 DTS-I-64,532.00 `

• Pulsar 180 DTS-I

-67,788.00 `• Pulsar 220 DTS-FI

-81,280.00 `



4P Analysis - Contd

• Place • Promotion

• 3 manufacturing plants at Akurdi,

Waluj and Chakan in Maharashtra

• Vast network of about 2000 service

centers and 700 dealers all over

India

• Chain of retail stores “Bajaj

Probiking” exclusively for high-end

performance bikes

• "Definitely Male” tagline

• Attracting middle class by

giving options like exchange

offers, EMI

• Free services, warranty, added

accessories

• Association with MTV show –

Stunt Mania.



SWOT Analysis

Strength:- Brand name Highly experienced management. Better technology

Fuel efficient bikes Extensive R & D focus. Widespread distribution network. Great financial support network

Weakness:-

Not a global player in spite of huge volumes.

Opportunities:-• Increasing income level of consumer• Growth in two-wheeler market.• Less competition above 180cc• Trend towards higher-end

motorcycles.

Threats:-• The competition catches-up anynew innovation in no time.• Margins getting squeezed fromboth the directions (Price as wellas Cost)



Competitors

Strength of Pulsar: Brand name Better technology

Fuel efficient bikes Extensive R & D focus. Widespreaddistribution network. Great financialsupport network

Strength of Yamaha- FZ:

World famous &reputed companyHigh Promotion of experienced staff wide range of motorcycles

Strength of CBZXtreme:

Loyal Customer BaseAfter Sales ServiceBrand Recall: thenameResale value

Weakness of Pulsar: Not a global player inspite of huge volumes. Not a globally recognized

brand.

Weakness of Yamaha-FZ:

Unhappy employeesNo well maintained

showroomAfter sales service

Weakness of CBZXtreme:

Less PromotionFuel Efficiency in

premium bikes



Ansoff’s Model



Recommendations

• Review of product line-up and launch new products

to cater the changing demands• Tap export market more efficiently

• Country specific customization and pricing

• Use distribution channel of technology partners andchannel partners in international market



Thank You

Pulsar final edited

Documents

Transcript of Pulsar final edited