bajaj bikes
TRANSCRIPT
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
5
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.
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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.
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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
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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
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
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
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
Fuel Capacity 13 ltrs
30
PLATINA- 125
Technical Specifications of Bajaj Platina 125 DTS-Si
Engine
Type DTS-Si, Air-Cooled, 4-Stroke
Displacement 124.6 cc
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
Fuel Capacity 13 ltrs
31
DISCOVER – 100
Technical features of BAJAJ Discover -100
Engine / Transmission
Stroke (2/4), Type 4-Stroke, DTS-I, Natural Air Cooled
Displacement 134.21 cc
No. of cylinders Single Cylinders
Bore x stroke -
Max Net Power 9.64 Kw (13.10 PS) @ 8500 rpm
Max. Torque 11.88 Nm @ 6500 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
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DISCOVER -135
Technical features of Bajaj Discover -135
Engine / Transmission
Stroke (2/4), Type 4-Stroke, DTS-I, Natural Air Cooled
Displacement 134.21 cc
No. of cylinders Single Cylinders
Bore x stroke -
Max Net Power 9.64 Kw (13.10 PS) @ 8500 rpm
Max. Torque 11.88 Nm @ 6500 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 200 cc Price in Delhi: 72,000/- Indian Rupee
Bajaj Pulsar 200 cc Price in Mumbai: 80,000/- Indian Rupee
Bajaj Pulsar 200 cc Price in Chennai: 75,000/- Indian Rupee
Bajaj Pulsar 200cc Price in Bangalore: 77,000/- Indian Rupee
Bajaj Pulsar 200cc Price in Hyderabad: 76,000/- Indian Rupee
Bajaj Pulsar 200cc Price in Kolkata: 77,500/- Indian Rupee
Bajaj Pulsar 200 cc Price in Pune: 72,000/- Indian Rupee
Price of Bajaj Pulsar 220 DTSi
Bajaj Pulsar 220 cc Price in Delhi: 87,000/- Indian Rupee
Bajaj Pulsar 220 cc Price in Mumbai: 97,000/- Indian Rupee
Bajaj Pulsar 220 cc Price in Chennai: 91,000/- Indian Rupee
Bajaj Pulsar 220 cc Price in Bangalore: 93,000/- Indian Rupee
Bajaj Pulsar 220 cc Price in Hyderabad: 92,000/- Indian Rupee
Bajaj Pulsar 220cc Price in Kolkata: 92,500/- Indian Rupee
Bajaj Pulsar 220 cc Price in Pune: 88,000/- 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
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
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.
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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.
47
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.
49
CONCLUSION
50
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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52
RECOMMENDATIONS
53
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.
54
LIMITATIONS
55
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
57
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.
58
BIBLIOGRAPHY
59
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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ANNEXURE
61
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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