A

PROJECT REPORT

A survey to study “positioning strategy for pulsar and its effect”

SUBMITED BY UNDER THE GUIDANCE OF

SURESH BABU.P Mr. ROHIT C KALASKAR

REG.NO.MBA/08/62 DIRECTOR OF ACADEMIC

HUBLI EDUCATION TRUST’S

INSTITUTE OF MANAGEMENT STUDIES

RAIKAR PLAZA VIDYA NAGAR HUBLI

150cc BIKES

DECLARATION

I hereby declare that this project that report entitled a survey to study

“Positioning strategy for pulsar and its effects”

The project work has been prepared by me under the guidance of Mr. Rohit C

Kalaskar director.

Place: Hubli

Date:

(Suresh Babu P)

CERTIFICATE

This is to certify that Suresh Babu. P student of Master of Business Administration

has prepared the project title a survey to study “Positioning strategy for pulsar and

its effects” has been prepared under the support and guidance of Mr.Rohit

Kalaskar. This project was given to me by Mr.Rohit Kalaskar to make me aware of

the steps of how to prepare a summer training project.

ACKNOWLEDGEMENT

It is my great privilege to express my sincere thanks to Institute of Management

Studies Hubli for providing us with all facilities to do this project.

The same is happening with me when I am desperately searching for words to

thank the almighty god for making me an instrument to write and prepare this

project.

I am thankful to Mr.Rohit C Kalaskar for providing me support and encourage

making and presenting this project.

Finally thanks to Mr.Rohit C Kalaskar Sir without his moral support this could not

have been a great success for me.

Abstract

The survey to study “Positioning strategy for pulsar and its effects” is prepared

under the guidelines of Mr.Rohit C Kalaskar (Director and Faculty).

This project report provides a gathering of knowledge about demand of different

bike brands in Hubli city, as well as it also provides detail knowledge about the

consumer preference towards different bike brands.

There is a sufficient of data analysis and conclusions are given in the research

paper. On the basis of feedback through questionnaire and observation method, I

find out that the Hubli consumer has changed their strategy towards the products

and starts to purchase them on the basis of their quality.

As the result, there is close competition between the companies.

The each of them are increasing their products, qualities, and looks and providing

better services everyday.

Our analysis is based on sample results. It was a difficult task to gather the

information from respondents by meeting them personally in order to get

questionnaire filled. There was a lot of time pressure and sometimes unwillingness

of respondents to respond.

Mr.Rohit C Kalaskar

(DIRECTER)

INDEX

CHAPTER.1

Introduction & Design of the study

Statement of the study

Objectives of the study

Need for the study

Methodology

(a) Size of the sample

(b)Sampling design

(c) Sample technique

Data collection

Hypothesis (Formula)

Geographical area of study

Data analysis

Limitation

CHAPTER.2

An over view of the study

CHAPTER.3

Opinion of the study

CHAPTER.4

Survey of findings suggestion and conclusion

CHAPTER-1

Executive summery

The research titled “positioning strategy for pulsar and its effect.” It helps to

understand which strategy Bajaj Company is using to position the pulsar in the

market. This research is carried out as per the steps of market research process. To

meet the objectives primary research is undertaken.

The group's flagship company, Bajaj Auto, is ranked as the world's fourth largest

two- and three- wheeler manufacturer and the Bajaj brand is well-known across

several countries in Latin America, Africa, Middle East, South and South East

Asia.

The bajaj company had introduced pulsar bike with 150cc in 2001. After words the

bajaj company keeps on altering the model of the pulsar. Till 2003 they were

modifying pulsar 150cc only than they released pulsar180cc in

2003.simultaneously they introduced 200cc and 220cc in 2005and 2007.

The main objectives of this project are to under stand which strategy bajaj has used to position pulsar in the market and to study how bajaj pulsar effects the other two wheelers the methodology of the project is exploratory method and sample 200, geographical area is Hubli.

Introduction

There was a time when the bike companies ignores in the market, they took no any

interest to produced or sell products in the market in India. It was the initial stage

of bike companies in India. As per as the time had passed, the strategy and

marketing style of bike companies had been changed.

The research titled “positioning strategy for pulsar and its effect.” It helps to

understand which strategy Bajaj Company is using to position the pulsar in the

market. This research is carried out as per the steps of market research process. To

meet the objectives primary research is undertaken.

The Bajaj Group is amongst the top 10 business houses in India. Its footprint

stretches over a wide range of industries, spanning automobiles (two-wheelers and

three-wheelers), home appliances, lighting, iron and steel, insurance, travel and

finance.

The group's flagship company, Bajaj Auto, is ranked as the world's fourth largest

two- and three- wheeler manufacturer and the Bajaj brand is well-known across

several countries in Latin America, Africa, Middle East, South and South East

Asia.

The present Chairman of the group, Rahul Bajaj, took charge of the business in

1965. Under his leadership, the turnover of the Bajaj Auto the flagship company

has gone up from Rs.72 million to Rs.46.16 billion (USD 936 million), its product

portfolio has expanded from one to and the brand has found a global market. He is

one of India's most distinguished business leaders and internationally respected for

his business acumen and entrepreneurial spirit.

Design of the study

The design of the study determines the steps to be followed to conduct the study

and the important topics, which are to be covered in the study.

This research is carried out as per the steps of market research process. To meet the

objectives primary research is undertaken.

A detailed design of the study is considered to be necessary in order to compare the

actual theory with that observed in picture.

The basic study on attempt has been made to separate the various respondents on

basis of their age, income, education, profession and external factors.

Statement of the problem

A survey study to positioning strategy for pulsar and its effect in Hubli City

It is to know the opinion of the consumer about the Bajaj pulsar bike.

Objectives

There are following objectives of the project:-

1. To under stand which strategy Bajaj has used to position pulsar in the market

2. To study how Bajaj pulsar effects the other two wheelers

3. To study why the customer use particular brand

4. To study which factors has influenced the customer to buy Bajaj pulsar

5. To know the who are the competitors for Bajaj pulsar

Need for the Study

In those days, the bike market is the one of the best opportunity for the segment

bike sector in the India. It is wider and less competitive market for the bike. As the

income level of the consumers increasing, the demand of car is increasing

continuously. The various need of the study is given as follows:-

To determine the raising demand of Bajaj Pulsar bikes in Hubli city?

To analyze the features which are expecting by the customer in a bike?

RESEARCH METHODOLOGY

SAMPLE DESIGN

SAMPLE UNIT: - All working people are included both the genders i.e. males and

females irrespective of their education level.

SAMPLE SIZE: - 200

SAMPLE REGION: - Hubli city

SAMPLING PROCEDURE: - Random Sampling

DATA COLLECTION METHOD

PRIMARY DATA

Primary data was collected through a self administrated questionnaire. This

questionnaire aims to gather information related to various Branded bikes

SECONDARY DATA

Secondary data was collected through magazines, research papers, internet etc.

Data collection

Questionnaire design

As the questionnaire is self administrated one, the survey is kept simple and user

friendly. Words used in questionnaire are readily understandable to all respondent.

Also technical jargons are avoided to ensure that there is no confusion for

respondents.

Definition of the Problem

The study of opportunity for bike companies in the market is a sum total of

different analytical survey of different bike companies in the Hubli area. In one

sense, we can say that it is determination of how much market captured by

different bike companies

Changing lifestyles

Rising per capital income, increased literacy and fast urbanization have caused fast

growth and change in demand patterns. The rising aspiration levels, increase in

spending power has led to a change in the consumption pattern.

Hypothesis

I am also a citizen of rural area. I use my experiences and perceptions as

hypothesis towards to made this project.

Geographical area of study

This geographical area is concerned to the where I conducted serve to analyze

which is the best bike brand in the Hubli city’s.

I conducted serve in the serve in Hubli City areas like Gokul road, CBT, Aruna

colony, Navanagar, Maruti Nagar, Sirur park circle, Desh pandye nagar etc.

Limitations

While surveying I encounter with some problems like some people were not

willing to respond and few of them who responded were in hurry hence the active

participation was lacking.

Due to which we faced difficulties in collecting information regarding our

questionnaire.

Another problem which we face was that people were hesitating to give

information about their opinion. Except it, the sample size we have taken for

survey was small and it’s a difficult task to draw accurate conclusion or reach to an

exact result on the basis of limited sample size. Moreover, our investment was

limited and time was also less to go in depth.

Threats to us are that- as people were hesitating to give their opinion and details so

there is chance of error regarding opinion.

CHAPTER-2

Over view

Bajaj Auto Ltd

"Inspiring Confidence"

Low cost cars

Founder Jamnalal Bajaj

Year of Establishment 1926

Industry Automotive - Two & Three Wheelers

Business Group The Bajaj Group

Key people Rahul Bajaj (Chairman), Rajiv Bajaj (Managing Director)

Listings & its codes BSE - Code: 500490; NSE - Code: BAJAJAUTO

Presence Distribution network covers 50 countries.Dominant presence in Sri Lanka, Bangladesh, Columbia, Guatemala, Peru, Egypt, Iran and Indonesia

Joint Venture Kawasaki Heavy Industries of Japan

Registered & Head Office Akurdi Pune - 411035IndiaTel.: + (91)-(20)-27472851 Fax: + (91)-(20)-27473398

Works Akurdi, Pune 411035 Bajaj Nagar, Waluj Aurangabad 431136 Chakan Industrial Area, Chakan, Pune 411501

E-mail rahulbajaj@bajajauto.co.in

Website http://www.bajajauto.com/

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/liter, or twice an average small car, and carbon dioxide emissions of 100 gm/km.

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 Nano.

Two wheelers in India

Bajaj Avenger  · Boxer  · CT 100  · Discover  · Eliminator · Legend  · Pulsar  · Pulsar 220  · Platina  · Wind  · XCDKristal  · Chetak  · Safire  · Sunny  · Wave

Hero Honda Achiever  · CBZ  · Hunk  · Karizma  · Passion  · SplendorTVS Victor · Flame · ApacheHonda Activa · Aviator  · Dio · UnicornYamaha Crux · Gladiator · Libero · Libero G5 · RX-135 · RX 100 · R15 ·

FZ16 · FZ-SSuzuki Suzuki Zeus · Suzuki GSOthers Rajdoot 350 · Royal Enfield Bullet

Top Ten Players in Indian Automobile Sector

Maruti Udyog Limited

Hero Motors Limited

Tata Group

Bajaj Auto Limited

Mahindra Group

Ashok Leyland

Yamaha Motor India

Hyundai Motors India Limited

Toyota Kirloskar Motor Private Limited

Honda Spiel Cars India Limited

Competitors of engine and Transmission

This must be easiest section to decide, since three of the competitors – Hero

Honda’s Hunk, CBZ X-Treme and Honda’s unicorn share the same engine.

Unicorn’s 149.2cc was the least power producer yet it scores full points for its

refinement. Unicorn’s engine develops 13.3bhp at 8000rpm and 12.75Nm of

6500rpm. Hero Honda offers the same engine with little more power (0.8bhp) for

both the Hunk and the CBZ X-treme. Pulsar 150cc engine is one of the best

engines made by the bajaj. The twin spark 149cc engine produces 14bhp at

8500rpm. Suzuki GS 150R is an air-cooled 4 stroke, SOHC with a displacement

of 150cc with max power of 13.8 bhp @ 8500 rpm and max torque of 13.8Nm @

6000 rpm. The transmission is 6 speeds with front disc brake and rear swing arm

type coil spring which is oil and gas dumped. The fuel tank capacity is 15.5 liters

with a ground clearance of 160mm weighing and  149 kgs (curb mass) The Suzuki

GS 150R comes with the features like digital speedometer with dual modes , rear

suspension with separate reservoir Tank, sporty headlight , LED tail Lamp and

integrated Rear turn Signal and new engine design with SJCS (Suzuki Jet cooling

system) I took a TD of the Suzuki GS 150R the pros that i noted was:-The engine

was refined thereby giving a smooth ride the pick up was good Gear shifting was

smooth Front disc brake had a good grip Stylish Sporty Design 6 Gears On road

mileage of 45-50 kmpl Engine Balancer technology to reduce the vibration caused

by the engine. TVS apache rtr is powered by a 160cc engine which produces

15.2bhp at 8500 rpm and 13.1Nm at 6000 rpm. Clearly, Apache RTR is the best

among the traits in terms of performance. Apache RTR has higher power to

weight ratio 111.7bhp/ton. Apache can push the red line even up to 12000rpm. The

extra 10cc plays a main role for the RTR and it is the only bike in the segment

capable of breaching the 110kmph mark with appreciable control. All the bikes in

the 150cc segment breathes through CV carburetor, in India, Fuel Injection (FI) is

yet to make a wave. All the bikes Pulsar, Unicorn, CBZ Xtreme, apache RTR and

Hunk features 5-speed (1-down 4-up pattern) gearbox. Their way of functioning

and design varies. Apache RTR, Hero Honda Hunk and CBZ Xtreme targets young

customers and hence gear shifting is through toe levers. In Unicorn and Pulsar

150cc it is through heel and toe levers.

Hubli market is one of the best opportunities for the bike sector. In some sense we

can say that Hubli city market is future of bikes. The life style of Hubli city

consumers is changing.

The Indian market and the marketing strategy have become the latest marketing

buzz word for most of the bike majors. They added the strategies of different bike

companies for capturing Hubli city market like Bajaj, Hero Honda, TVS, Honda,

Yamaha, Suzuki,

Factors such as strong distribution network and market awareness are few

prerequisites for making an impression in the bikes market.

The characteristics of the market in terms of low and spread out population and

limited purchasing power make it a difficult market to capture.

The Bottom of the pyramid marketing strategies and the 4 A's model of

Availability, Affordability, Acceptability and Awareness provide us with a means

of developing appropriate strategies to tackle the market, it is a study of different

car companies used by Hubli city consumers. It will provide information about

consumer’s preferences towards a good car company which is too unique and

different from those above researches.

What is the marketing strategy?

It differs. We have started selling high-end products like the Pulsar in Indonesia

where the Japanese control over 90 per cent of the market. The Nigerian market is

completely Chinese, dominated by very cheap and poor quality products. Seventy

per cent of motor cycles are used as taxis in Nigeria where people want a strong

motor cycle with a long seat. So, we launched the Boxer S - a new avataar of the

Boxer we used to sell in India. We launched the product in July 2006 and it now

sells 5,000 a month. The selling point in Nigeria is the Bajaj brand which offers

high quality, high reliability and high fuel efficiency. In Indonesia, the Bajaj brand

reflects high performance and high price.

What is the branding strategy?

We sell under the Bajaj brand. The only exception is Kawasaki with whom we

enjoy a long-standing relationship - in some markets like the Philippines;

Kawasaki sells our products under our brand. They also sell our motor cycles in

some Latin American markets as Kawasaki. Where they think they can charge a

higher price, they put their brand on the product.

What happened to the Pakistan export plans?

The Pakistan government is not keen to get motor cycles from India.

Once you export a million vehicles, how does your global position change?

We are the fourth largest two-wheeler maker after Honda, Yamaha and Suzuki in

the global market of 40 million units. The global market is growing at 3-4 per cent

a year, compared to our growth of 15-20 per cent (exports are growing even

faster). At this rate, our global market share should double in three years. We are

very close to Suzuki now. I think a few Chinese players may enter in the top-five

bracket.

Do you run exports out of India?

Three years ago, our entire team was in India. But this didn't work since many

markets are in different time zones. So, we set up an office in Mexico to serve

south and Central America; the Indonesia office looks after Indonesia and the

Philippines; the Dubai office takes care of Africa and the Middle East; and we've

put our teams in a few significant countries like Bangladesh, Sri Lanka, Egypt and

Nigeria.

How do you tackle fakes?

Our products and brands are registered, so by law, no one can copy them. But if

there's a copy, we take legal action. We saw copies of the Pulsar in Sri Lanka, for

instance, and went to the court and got an order against the Sri Lankan importer

who was importing the products from a Chinese player. Sri Lanka is the only place

where we sought legal recourse - we saw a few copies of the Pulsar in Iran. We'll

take legal recourse if we see its growing.

Will you buy foreign brands to grow overseas?

The combined market share of Honda, Yamaha and Suzuki is nearly 90 per cent in

most of the places we want to be, so there is no one left to target. Also, what do we

get by acquisition? We don't need any one's product. We might look at a company

which has a good distribution network. We are now creating the network.

Key features of bajaj pulsar bikes

Engine Oil Cooler to control the temperature and maintain the high speed and rpm.

Digital Odometer, Digital Speedo Meter, Digital Fuel Gauge and two Digital Trip

Meters contribute to enhanced riding comfort. Tubeless tyres for better road grip

and stability. First bike in India with large 33 mm front fork for better shock

absorbing ability. Constant velocity (CV) carburetor for high level of

performance.zSplit seat for better riding and sitting comfort.

Pulsar bike have one unique feature

The all new Pulsar DTSi is packed with the path breaking next generation

technology of digital biking. Its various digital systems like capacitor discharge

ignition (CDI) system, Digital console and Digital Twin Spark ignition (DTSi)

provides efficient fuel combustion and better performance under all conditions.

The latest DTSi engine of Bajaj Pulsar DTSi, with twin spark plugs and 8 bit

microprocessor chip, generates the pulsating 18 ps of power to excite the bikers

and its advanced Exhaust TEC technology ensures the great performance at lower

rpm. The muscular aerodynamic shape of Pulsar DTSi and its 1350 mm of wheel

base with 17" large alloy wheels give this bajaj bike a robust presence on the road.

For the first time in India, Pulsar DTSi is equipped with an Oil cooler, tube less

tyres and new digital console that makes the Pulsar most sporty and stylish two

wheelers on Indian roads.

CHAPTER.3

Opinion of study

After a good deal of consumer survey and marketing research, I have collected a

good collection of data. The analyses of those data’s are given as follows:-

In the initial years, the Hubli city consumers preferred 150cc segment bike etc. but

from the last period of five years, the preference of Hubli city consumers towards

bikes has been changed.

An extremely large number of bikes of different companies are selling in Hubli

city market. The Hubli city consumer’s preference towards the different bike

companies are given below

1. Bajaj auto ltd

2. Hero Honda

3. Yamaha

4. Suzuki

5. Honda

6. TVS

Pulsar provides good mileage

Frequency Percent Valid Percent Cumulative Percent

Valid yes 93 93.0 93.0 93.0

no 7 7.0 7.0 100.0

Total 100 100.0 100.0

Pulsar provides good mileage

YesNo

Pulsar is available at lower price?

Frequency Percent Valid Percent Cumulative Percent

Valid yes 78 78.0 78.0 78.0

no 22 22.0 22.0 100.0

Total 100 100.0 100.0

Pulsar gives better pick up?

Frequency Percent Valid Percent Cumulative Percent

Valid yes 79 79.0 79.0 79.0

no 21 21.0 21.0 100.0

Total 100 100.0 100.0

Bajaj pulsar has the good service center?

Frequency Percent Valid Percent Cumulative Percent

Valid yes 94 94.0 94.0 94.0

no 6 6.0 6.0 100.0

Total 100 100.0 100.0

Pulsar more add-on features?

Frequency Percent Valid Percent Cumulative Percent

Valid yes 77 77.0 77.0 77.0

no 23 23.0 23.0 100.0

Total 100 100.0 100.0

Do you suggest others to buy pulsar?

Frequency Percent Valid Percent Cumulative Percent

Valid yes 67 67.0 67.0 67.0

no 33 33.0 33.0 100.0

Total 100 100.0 100.0

Is a brand I trust? Pulsar

Frequency

Percent Valid Percent Cumulative Percent

Valid Neither Agree nor disagree

15 15.0 15.0 15.0

agree 51 51.0 51.0 66.0

strongly agree 34 34.0 34.0 100.0

Total 100 100.0 100.0

Is a brand I trust? Apache rtrFrequency PercentValid Percent Cumulative

Percent

Valid disagree 11 11.0 11.0 11.0

Neither Agree nor

disagree

22 22.0 22.0 33.0

agree 49 49.0 49.0 82.0

strongly agree

18 18.0 18.0 100.0

Total 100 100.0 100.0

Is a brand I trust? Hero Honda cbz

Frequency Percent Valid Percent Cumulative Percent

Valid disagree 10 10.0 10.0 10.0

Neither Agree nor disagree

25 25.0 25.0 35.0

agree 31 31.0 31.0 66.0

strongly agree 34 34.0 34.0 100.0

Total 100 100.0 100.0

Is a brand I trust? Yamaha fz

Frequency Percent Valid Percent Cumulative Percent

Valid Neither Agree nor disagree

7 7.0 7.0 7.0

agree 29 29.0 29.0 36.0

strongly agree 64 64.0 64.0 100.0

Total 100 100.0 100.0

Is a brand I trust? Honda unicorn

Frequency Percent Valid Percent Cumulative Percent

Valid strongly disagree

1 1.0 1.0 1.0

disagree 18 18.0 18.0 19.0

Neither Agree nor disagree

38 38.0 38.0 57.0

agree 31 31.0 31.0 88.0

strongly agree 12 12.0 12.0 100.0

Total 100 100.0 100.0

Is a brand I trust? Suzuki gs

Frequency Percent Valid Percent Cumulative Percent

Valid disagree 26 26.0 26.0 26.0

Neither Agree nor disagree

39 39.0 39.0 65.0

agree 34 34.0 34.0 99.0

strongly agree 1 1.0 1.0 100.0

Total 100 100.0 100.0

Better riding comfort? Pulsar

Frequency Percent Valid Percent Cumulative Percent

Valid Neither Agree nor

disagree

9 9.0 9.0 9.0

agree 37 37.0 37.0 46.0

strongly agree

54 54.0 54.0 100.0

Total 100 100.0 100.0

Better riding comfort? Hero Honda cbz

Frequency PercentValid Percent Cumulative Percent

Valid disagree 13 13.0 13.0 13.0

Neither Agree nor

disagree

25 25.0 25.0 38.0

agree 51 51.0 51.0 89.0

strongly agree

11 11.0 11.0 100.0

Total 100 100.0 100.0

Better riding comfort? Apache rtrFrequency Percent Valid Percent Cumulative

Percent

Valid disagree 9 9.0 9.0 9.0

Neither Agree nor

disagree

18 18.0 18.0 27.0

agree 58 58.0 58.0 85.0

strongly agree

15 15.0 15.0 100.0

Total 100 100.0 100.0

Better riding comfort? Yamaha fz

Frequency Percent Valid Percent

Cumulative Percent

Valid disagree 17 17.0 17.0 17.0

Neither Agree nor

disagree

34 34.0 34.0 51.0

agree 45 45.0 45.0 96.0

strongly agree

4 4.0 4.0 100.0

Total 100 100.0 100.0

Better riding comfort? Honda unicorn

Frequency Percent Valid Percent

Cumulative Percent

Valid disagree 2 2.0 2.0 2.0

Neither Agree nor

disagree

12 12.0 12.0 14.0

agree 55 55.0 55.0 69.0

strongly agree

31 31.0 31.0 100.0

Total 100 100.0 100.0

Better riding comfort? Suzuki gs

Frequency PercentValid Percent Cumulative Percent

Valid disagree 9 9.0 9.0 9.0

Neither Agree nor

disagree

49 49.0 49.0 58.0

agree 39 39.0 39.0 97.0

strongly agree

3 3.0 3.0 100.0

Total 100 100.0 100.0

Makes me feel good because of its style pulsar

Frequency Percent Valid Percent Cumulative Percent

Valid Neither Agree nor disagree

8 8.0 8.0 8.0

agree 27 27.0 27.0 35.0

strongly agree 65 65.0 65.0 100.0

Total 100 100.0 100.0

Makes me feel good because of its style Hero Honda cbz

Frequency Percent Valid Percent Cumulative Percent

Valid disagree 1 1.0 1.0 1.0

Neither Agree nor disagree

24 24.0 24.0 25.0

agree 64 64.0 64.0 89.0

strongly agree 11 11.0 11.0 100.0

Total 100 100.0 100.0

Makes me feel good because of its style apache rtr

Frequency Percent Valid Percent Cumulative Percent

Valid disagree 11 11.0 11.0 11.0

Neither Agree nor disagree

23 23.0 23.0 34.0

agree 46 46.0 46.0 80.0

strongly agree 20 20.0 20.0 100.0

Total 100 100.0 100.0

Makes me feel good because of its style Yamaha fz

Frequency Percent Valid Percent Cumulative Percent

Valid disagree 1 1.0 1.0 1.0

Neither Agree nor disagree

13 13.0 13.0 14.0

agree 54 54.0 54.0 68.0

strongly agree 31 31.0 31.0 99.0

6.00 1 1.0 1.0 100.0

Total 100 100.0 100.0

Makes me feel good because of its style Honda unicon

Frequency Percent Valid Percent Cumulative Percent

Valid disagree 10 10.0 10.0 10.0

Neither Agree nor disagree

13 13.0 13.0 23.0

agree 53 53.0 53.0 76.0

strongly agree 24 24.0 24.0 100.0

Total 100 100.0 100.0

Makes me feel good because of its style Suzuki gs

Frequency Percent Valid Percent Cumulative Percent

Valid disagree 7 7.0 7.1 7.1

Neither Agree nor disagree

25 25.0 25.3 32.3

agree 44 44.0 44.4 76.8

strongly agree 23 23.0 23.2 100.0

Total 99 99.0 100.0

Missing System 1 1.0

Total 100 100.0

Better resale value? Pulsar

Frequency Percent Valid Percent Cumulative Percent

Valid strongly disagree

1 1.0 1.0 1.0

disagree 6 6.0 6.0 7.0

Neither Agree nor disagree

17 17.0 17.0 24.0

agree 53 53.0 53.0 77.0

strongly agree 23 23.0 23.0 100.0

Total 100 100.0 100.0

Better resale value? Hero Honda cbz

Frequency Percent Valid Percent Cumulative Percent

ValidNeither Agree nor disagree

8 8.0 8.0 8.0

agree 34 34.0 34.0 42.0

strongly agree 58 58.0 58.0 100.0

Total 100 100.0 100.0

Better resale value? Suzuki gs

Frequency Percent Valid Percent Cumulative Percent

Valid strongly disagree

6 6.0 6.0 6.0

disagree 29 29.0 29.0 35.0

Neither Agree nor disagree

41 41.0 41.0 76.0

agree 24 24.0 24.0 100.0

Total 100 100.0 100.0

Better resale value? Honda unicon

Frequency Percent Valid Percent Cumulative Percent

Valid disagree 13 13.0 13.0 13.0

Neither Agree nor disagree

25 25.0 25.0 38.0

agree 50 50.0 50.0 88.0

strongly agree 12 12.0 12.0 100.0

Total 100 100.0 100.0

Better resale value? Yamaha fz

Frequency Percent Valid Percent Cumulative Percent

Valid disagree 22 22.0 22.0 22.0

Neither Agree nor disagree

15 15.0 15.0 37.0

agree 46 46.0 46.0 83.0

strongly agree 17 17.0 17.0 100.0

Total 100 100.0 100.0

Better resale value? Apache rtr

Frequency Percent Valid Percent

Cumulative Percent

Valid disagree 26 26.0 26.0 26.0

Neither Agree nor

disagree

7 7.0 7.0 33.0

agree 53 53.0 53.0 86.0

strongly agree

14 14.0 14.0 100.0

Total 100 100.0 100.0

CHAPTER.4

Findings

The position strategy of bajaj pulsar is kept on changing models according to the market scenario

The pulsar became the bench mark of 150cc segment bikes

The pulsar bike was produced and released by bajaj auto Ltd .it is an Indian company. Better pick up, stylish, energetic factors made the customers to use the bajaj pulsar. It gives proud feel to the user and 84% of 20-30 age group people are using the bajaj pulsar and 16% of other age group people are using the particular brand.

Bajaj packs its bike with user friendly features to sell its bikes. Pulsar 150cc is the first bike to feature digital instrumentation and LED tail lights. Pulsar’s instrument panel is neatly laid out. Cable free speedometer is a useful feature in the pulsar 150cc.

The main competitors for bajaj pulsar are

1. Hero Honda –CBZ Extreme and Hunk 2. TVS-Apache RTR3. Yamaha- FZ –S4. Honda- Unicorn 5. Suzuki- GS

Conclusion

The position strategy for the bajaj made the pulsar to become the bench mark in

150cc segment bike. The comfort, mileage and pick up are the influencing factors

to use the pulsar bike. The position strategy for the pulsar was to keep on

modifying their models according to the customer requirements and new

technology. It affects the sales of the other automobile companies who are

involved in 150cc bikes manufacturing

QUESTIONAIRE: -------

HUBLI EDUCATION TRUSTINSTITUTE OF MANAGEMENT STUDIES HUBLI

This survey is a “Positioning strategy for pulsar and its effects” to know the common man reaction on the pulsar bike & 150cc bikes. This survey is for

academic purpose only and the data collected will be kept confidential.

SECTION -1

Name: ____________________ Date: - /08/2009

Address: ________________________________ ________________________________ Age: 20-30 30-40 40-50 50-60

Gender: Male Female

Education qualification: Under graduation Graduation Post graduation

Profession: Business man Govt Employee Pvt Employee Student Contact no: _______________________

SECTION 2

Pulsar provides good mileage? Yes No

Pulsar is available at lower price? Yes No

Pulsar gives better pick up? Yes No

Bajaj pulsar has the good service center? Yes No

Pulsar more add-on features? Yes No

Do you suggest others to buy pulsar? Yes No

Is a brand I trust?

Strongly Disagree

Disagree Neither Agree nor disagree

Agree Strongly Agree

Bajaj Pulsar

Hero Honda CBZ

TVS Apache RTR

Yamaha FZ

Honda Unicorn

Suzuki GS

Better riding comfort?

Strongly Disagree

Disagree Neither Agree nor disagree

Agree Strongly Agree

Bajaj Pulsar

Hero Honda CBZ

TVS Apache RTR

Yamaha FZ

Honda Unicorn

Suzuki GS

Makes me feel good because of its style?

Strongly Disagree

Disagree

Neither Agree nor disagree

Agree Strongly Agree

Bajaj Pulsar

Hero Honda CBZ

TVS Apache RTR

Yamaha FZ

Honda Unicorn

Suzuki GS

Better resale value?

Strongly Disagree

Disagree Neither Agree nor disagree

Agree Strongly Agree

Bajaj Pulsar

Hero Honda CBZ

TVS Apache RTR

Yamaha FZ

Honda Unicorn

Suzuki GS