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ABHISHEK BHALLA

ATUL SINGH

AKHIL ARORA

GROUP 5
ANKUSH AGARWAL ANJALI IYER

ANKIT KUKRETY

To identify, describe and produce an analysis of the interacting factors that lead to the making of Bajaj Pulsar 150cc DTS-i the most popular and best selling bike in the 150cc sector bikes

Psychological influences Sociological influences Individual perceptions Influence of age, gender and professions Ad-boards Other possible influences

One of the Best selling bikes in India Monthly sales of more than 48,000 units Leader with a market share of 43% Definitely Male' Bike Advice Overall Rating: 4/5 Performance Rating: 4/5 Beauty Rating: 4/5

STRENGTHS

WEAKNESS

Brand positioning Style Performance Mileage After sales service

Untested product

OPPORTUNITIES

Underdeveloped market Exports

THREATS

CBZ Yamaha and Honda Image of producing rustic, Indian, old scooters

STRENGTHS

WEAKNESS

Diversified Tried and tested product Mileage Constant upgradation

Technical problems Product differentiation

OPPORTUNITIES

THREATS

Cheap Chinese imports More competition Low-margin business

Higher end bike market Still Untested markets. Auto-financing arm of its own

Low-priced cars like NANO

1. 2.
1. 2.

Hero Honda CBZ Hero Honda Hunk HONDA Unicorn


TVS Apache Yamaha YAMAHA FZ YAMAHA R15 Foreign Competitors - CHINA MADE GULSAR

High cost-performance segment Low cost-low mileage-non-performance

segment

Research Design Data Collection Methods Sample design Fieldwork Analysis

What questions to study? 2. What data are relevant? 3. What data to collect? 4. How to analyze the results? EXAMPLES: 1. Experimental design 2. Non-experimental design 3. Case study 4. Ethnography study
1.

Experiments Observing and Recording Data from MIS Administering surveys with close ended questions like
Face to face interviews Telephonic interviews Questionnaire

In-depth interview Observation method Document review

Aimed at youngsters and professionals Usage of sports bikes

Mainly targeting the young population in cities Survey limited to Nagpur and some cities of Uttarakhand

Exploratory research technique Primary Data Brand Popularity

Mileage

Power

Pick up

Riding comfort

Robustness

10%

40% 30%

10%

10%

125

150

180

220+

15%

15%

18%

52%

under 40k

40k-60k

60k-80k

80k+

10%

4%

28% 58%

60+kmpl

24

40-60kmpl

54

30-40kmpl

15

30kmpl

Sales
yes no can't say

12%

27%
61%

Its masculine looks............39.71% (110)


Performance.....................48.38% (134) Mileage..............................5.42% (15)

Resale Value.........................1.08% (3)


by Envy.................................5.42% (15)

Your Wife.....................................4.83% (10)


Your Kids.......................................1.45% (3) Your Girlfriend(s)........................23.19% (48)

You Yourself...............................66.67% (138)


Dealer............................................3.86% (8)

Power & Style Pick-up & Style Riding comfort & Style

Power, Riding comfort& Style


Power, Riding comfort, Style & Robustness Power, Riding comfort, Style, Speed &Robustness

10%
30%

40% 10% 10%

Sales
unsatisfactory satisfactory Indifferent good excellent

56%

18% 70%
5% 7% 14%

Long hour driving comfort


Spend more on the comfort accessories Invest in new technology

Vehicle tracker/Central locking


Introduce disk brake for Rear tires

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