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PROJECT REPORT ON

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.

Sum airah Jeelani

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

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 todays 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

INDEX 1. EXECUTIVE SUMMARY 2. COMPANY PROFILE AND INTRODUCTION 3. OBJECTIVE 13 4. RESEARCH METHODOLOGY MARKETING MIX PLAN Segmentation Targeting Positioning Product Price Specification Promotion Place 56 14 PAGE NO: 5 6

6. DATA ANALYSIS AND INTERPRETATION 7. CONCLUSION 61 8. RECOMMENDATIONS 9. LIMITATIONS 66 10. SWOT ANALYSIS 11. BIBLIOGRAPHY 70 12. ANNEXURE 73

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EXECUTIVE SUMMARY
The project deals with the 4 ps 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 companys 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. Datas analyses are collected from website and analyses were made on the following datas. In accordance the objective of the project was to study the product characteristics in regard to its, price, place and promotion.

COMPANY PROFILE & INTRODUCTION


The Bajaj group came into existence during the turmoil and the heady euphoria of Indias 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 Indias 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

(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 Companys activities by a professionally


competent and independent board of directors.

Milestones:
Caliber motorcycle notches up 100,000 sales in record time of 12 months.

June 7th- Kawasaki Caliber Roll out of Valuf- July 25thLegend, Indias 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.

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Other Information

year.

One million vehicles were produced and sold in this financial

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

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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 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

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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

Corporation, Japan)With the whopping 85% growth in the motorcycle sales Bajaj Auto Ltd. Is the second biggest manufacturer of motorcycles. The companys 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. 13

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. 3. Analysis of the (Bajaj Bikes) products, pricing, promotion & distribution strategies. 4. SWOT Analysis of the strategy adopted.

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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 Students Govt.Employees Business man 50 80 35 35

DATA SOURCES

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

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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. Companys servicing centre of Gorakhpur and interview

session with the agencys Assistant Sales manager.

RESEARCH INSTRUMENT
The research instrument used was a questionnaire.

SAMPLING PLAN Sampling Unit:


1. 2. It constituted of people in the age group of 18 and above. Income group of 10,000 and above per month.

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Sampling Procedure:
The sampling procedure adopted was convenience sampling because of the wide scope of the project.

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MARKETING MIX PLAN

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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:
bikes are very stylish, brand conscious.

People

purchasing

Bajajs

Behavioural Segmentation: This


considering user status, benefit wise.

segmentation

is

done

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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 its 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. Pulsar220

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

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Wheelbase: 1325 (mm) Ground clearance: 170 mm Kerb Weight: 122 Kg

PULSAR -150

Pulsar Value Specification Engine Type 4 stroke Cooling Type Air Cooled Displacement 143.90cc No. of 1 Cylinders Max Power 12bhp

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Max Power 8500rpm RPM Max Torque Max Torque RPM Ignition Type Carburettor Transmission Type Clutch Type Electrical System Head Light Horn Chassis Type Front Suspension Rear Suspension 10.8Nm 7500rpm C.D.I Ucal-Mikuni(DH) 5 Gears - All down Lever operated(Left Hand) 12V 35/35 W Clear Lens Type 12 V DC Tubular Double Craddle Telescopic Trailing arm with coaxial hydraulic shock absorbers & coil springs 5 Step adjustable

Front Tyre 2.75 x 18 42P Size

Rear Tyre Size 3.00 X 18 4/6 PR

Front Brakes Rear Brakes Fuel Tank

Drum Brake 130mm or Hydraulic Disc Brake Drum Brake 130mm

18 litres Capacity

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Reserve 3 litres Capacity Wheel Base 1265mm

Saddle Height 780mm Kerb Weight Maximum Payload Max.Speed 263kg 100 kmph

132kg

PULSAR -180

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Specification Value Engine Type 4 stroke Cooling Type Air Cooled Displacement 178.60cc No. of 1 Cylinders Max Power 15bhp Max Power 8000rpm RPM Max Torque 13.2Nm Max Torque 6500rpm RPM Ignition Type C.D.I Carburettor Mikuni(DJ) Transmission 5 Gears- One down four up Type Clutch Type Lever operated(Left Hand) Electrical 12V System

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Head Light Horn Chassis Type Front Suspension Rear Suspension Front Tyre Size Rear Tyre

35/35 W Clear Lens Type 12 V DC 2 nos. Tubular Double Cradle Telescopic Trailing arm with coaxial hydraulic shock absorbers & coil springs 5 Step adjustable 2.75 x 18 42P 100/90 18 56P

Size Front Brakes Rear Brakes Fuel Tank Capacity Reserve

Hydraulic Disc Brake Drum Brake - 130mm 18 litres 3 litres

Capacity Wheel Base Saddle Height Kerb Weight Maximum Payload Max Speed

1265mm 780mm 137kg 268kg 107kmph

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PULSAR- 200

TECHNICAL SPECIFICATIONS OF BAJAJ PULSAR 200 DTSi

Max Power 18 PS (13.25 KW) @ 8000 rpm Max Torque Silencer Wheel base 17.17 Nm / 1.75 Kgm New Silencer with ExhausTEC technology now ensures improved engine torque even at varying load conditions 1350 mm

Suspensio Telescopic Forks 130 mm stroke with anti-stiction bushes n-F Suspensio Triple Rate Spring, 5-way adjustable, gas assisted NitroXShock n-R Absorbers with vertical travel of 100mm Wheels Tyres High performance light yet stronger 17" alloy wheels Broader 120 / 80 rear tyres 90 / 90 front tyres

PULSAR-220

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Technical Specifications of Bajaj Pulsar 220 DTSi Engine Type Displacement Max. Power Max. Torque Suspension Front Suspension Rear Suspension Brake Front Rear Tyre Front Tyre Rear Tyre Dimensions Wheelbase Kerb Weight 150 kg 1350 mm 90/90X17 (Soft Compound, tubeless) 120/80X17 (Soft Compound, tubeless) Disc, 260mm Disc, 230mm Telescopic, 130mm Nitrox, with 90mm travel Single Cylinder, 4 stroke-air cooled. 220 cc 21 Bhp @ 8500 rpm 19.12 Nm @ 7000 rpm

Electricals Battery Head Lamp 12 V 9 Ah, Maintenance free 55W, Ellipsoidal

Fuel Tank Capacity

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Fuel Capacity

15 ltrs

PLATINA 100

Technical Specifications of Bajaj Platina 100cc


Engine Type Displacement Max. Power Max. Torque Suspension Front Suspension Rear Suspension Brake Front Rear Tyre Front Tyre Rear Tyre Dimensions Wheelbase Kerb Weight
Electricals

4-Stroke Single Cylinder Air Cooled 99.27 cc 8.2 Bhp@7500 rpm 8.05 Nm@4500 rpm

Hydraulic, Telescopic type , 125 mm travel Hydraulic, SNS type, 100 mm travel

Drum type, 130 mm Drum type, 110 mm

2.75*17'', 41P 3.00*17'', 50P

113 kg 1275 mm

Battery Head Lamp


Fuel Tank Capacity

12V AC + DC 12V, 35W/35W (HS1)

Fuel Capacity

13 ltrs

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PLATINA- 125

Technical Specifications of Bajaj Platina 125 DTS-Si


Engine Type Displacement Max. Power Max. Torque Suspension Front Suspension Rear Suspension Brake Front Rear Tyre Front Tyre Rear Tyre Dimensions Wheelbase Kerb Weight Electricals Battery Head Lamp Fuel Tank Capacity 5 amp Maintenance Free 12V, 35W / 35W (HS1) 113 kg 1275 mm 2.75-17" 41P 3.00-17" 50P Drum-130mm Drum-110mm Hydraulic, Telescopic type,125 mm travel Hydraulic, SNS type, 105 mm travel DTS-Si, Air-Cooled, 4-Stroke 124.6 cc 9.53PS @ 7000rpm 10.85Nm @ 5000rpm

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Fuel Capacity

13 ltrs

DISCOVER 100

Technical features of BAJAJ Discover -100 Engine / Transmission Stroke (2/4), Type Displacement No. of cylinders Bore x stroke Max Net Power Max. Torque Start Clutch Electrical No. of Gears Frame 4-Stroke, DTS-I, Natural Air Cooled 134.21 cc Single Cylinders 9.64 Kw (13.10 PS) @ 8500 rpm 11.88 Nm @ 6500 rpm Self Start/ Kick Start Wet, Multi Plate Type 12V AC/DC 4 Speed constant mesh Double cradle tubular type

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DISCOVER -135

Technical features of Bajaj Discover -135 Engine / Transmission Stroke (2/4), Type Displacement No. of cylinders Bore x stroke Max Net Power Max. Torque Start Clutch Electrical No. of Gears Frame Suspension Font suspension Rear suspension Rear suspension adjustable Brakes Front Brake Hydraulic Disc (240 mm disc) Telescopic 135 mm stroke Trailing Arm with coaxial hydraulic shock Absorbers and coil springs. Yes 4-Stroke, DTS-I, Natural Air Cooled 134.21 cc Single Cylinders 9.64 Kw (13.10 PS) @ 8500 rpm 11.88 Nm @ 6500 rpm Self Start/ Kick Start Wet, Multi Plate Type 12V AC/DC 4 Speed constant mesh Double cradle tubular type

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Rear Brake

Mech expanding shoe & drum type 130 mm drum

Electricals System voltage Battery type Headlamp Tail lamp Brake lamp Turn signal lamp Horn Tyre Front tyre size Rear tyre size Fuel Tank capacity Dimensions Length Width Height Wheel base Turning circle dia Ground clearance Kerb Weight Other Features Ride Control Switch Ignition cum St.lock Headlamp Shape Console Lockable Seat Dipper Turn Indicator Choke Yes Yes Round / Fairing Angular Twin Pod Yes Yes Yes Yes 2030 mm 760 mm 1065 mm 1305 mm 2100 mm 179 mm 125 kg NA Kick start / 133 kg Electric start 2.75 x 17, 42 P 100/90 x 17, 52 P 10 Litres (2.3 litres for reserve) 12V (AC + DC) 12V, 5 Ah Maintenance free Battery (KS)/12 V, 9 Ah (ES) Electric start 35/ 35W Optoprism- Halogen lamp, Kick start 60/55 W Round Headlamp 5/21 W 10 W 10 W 12 V, Dc

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Day Flasher

Push Cancel

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:

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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.

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)

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City

Ex. Show Room Rs. 58,902/Rs. 59,500/Rs. 59,720/Rs. 60,000/-

On Road Rs. 69,457/Rs. 66,179/Rs. 63,486/Rs. 68,500/-

City

Ex. Show Room Rs. 59,400/Rs. 59,709/Rs. 59,981/Rs. 61,511/-

On Road

Bangalore Chennai Delhi Kolkata

Hyderabad Pune Ahmedabad Mumbai

Rs. 66,397/Rs. 65,560/Rs. 66,221/Rs. 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

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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

Price of Bajaj Platina 100cc (Starting Price in Hyderabad, Bangalore, Chennai, Delhi, Jaipur, Kolkata, Ahmedabad, Mumbai) City Ex. Show Room Rs. 29,990/Rs. 32,997/Rs. 33,800/Rs. 34,370/On Road Rs. 34,275/Rs. 39,140/Rs. 37,215/Rs. 39,300/City Ex. Show Room Rs. 32,989/Rs. 33,210/Rs. 34,090/Rs. 35,277/On Road

Hyderabad Chennai Jaipur Ahmedabad

Bangalore Delhi Kolkata Mumbai

Rs. 39,384/Rs. 36,642/Rs. 40,640/Rs. 41,431/-

Price of Bajaj Platina 125 DTS-Si:- (Starting Price in Delhi) City Ex. Show Room On Road

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Delhi

Rs. 39,000/-

Price of Bajaj Discover DTSi 100 CC: Ranges from Rs 40,000 to Rs 42,000

Price of Discover DTSi 135 CC : Ranges from Rs 46,248 to Rs 51,895

Specifications
Pulsar 150 DTS-i Pulsar 200 DTS-i Pulsar Pulsar 220 220 DTSDTS-Fi i

Pulsar 135 [5]

Pulsar 180

Power (bhp) Torque (Nm)

13.5

14.09

17

18

20

21.04

11.4

12.8

14.22

17.68

19.1

19.1

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Wheelbase (mm)

1325

1330

1350

1350

1350

1350

Weight (kg) 122 Top Speed (km/h)

143

147

145

150

151

115[6]

118

125

130

135

132.5[7]

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

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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. promotional activities adopted by the Bajaj Auto Company. The company has 100 crore rupees for its promotional activities out of which 75% is sponsored by the company and 25% from the dealers. The various

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 dealers 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

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Credit & finance schemes Free services to the consumers Advertisements on Televisions, Newspapers, Magazines Road Shows Free trials for the new consumers

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 42

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.

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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

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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. 2. 3. Customers prefer because of their fuel efficiency. Customers prefer because of their performance. Customers prefer because they are value added product.

4. Customers also prefer because they are stylish.

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Surveyed by Different class.


18% 18% 39% Professionals Govt.Employee Student Business man 25%

Surveyed made by different class wherein ; 39%students, 25%professionals, 18%Govt.employee and 18% Businessman.

Do you have any bike?


25%

75% YES NO

75% People own bike whereas 25% dont have any bike, of course some of have scooters.

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Which Bike (specify)?


12% 8% 4% 48%

28% Hero Honda Bajaj Suzuki Yamaha Others

Hero honda is the first preference of the customers with 48%,whereas bajaj28%,Suzuki 12%,Yamaha8%.

Satisfaction level of customers of Bajaj Bike?


40% 60% Yes No

60% people are very much satisfied with the Bajaj bikes specially with the Bajaj pulsar ,whereas 40% are not satisfied.

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Physical appearance of Bajaj bikes .


11% 6% 17% Looks Robustness Body Built 44% All of them Style 22%

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.

Media that affects Preferences of the customers. 10% 5%


25% Word of Mouth Print Media 60% Television Dealers Effort

Word of mouth is the most affected media with 60%, whereas television25%, print media5% and sellers effort 10%.

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Does prices affect your Preferences?


30% 70% Yes No

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

Mode Of Payment that is preffered by customers.


42% 58% Cash Finance

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 thats 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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ANNEXURE

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QUESTIONNAIRE

Name: Occupation: Professional Student

ADDRESS: AGE: Govt. Servant Business Man

Family Income: Less than 10,000 More than 10,000 Q.1 Do you have bike? A . Yes B. No 10,000

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?

WORD OF MOUTH TELEVISION PRINT MEDIA DEALER EFFORTS

Q.6 Did price affect your preference? YES NO Q.7 What mode of payment did you prefer? CASH FINANCE

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

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