A

SUMMER TRANING PROJECT REPORT

ON

Marketing Mix Plan & Consumer Feedback for

Bajaj Bikes

PROJECT SUBMITTED TO
KURUKSHETRA UNIVERSITY
KURUKSHETRA
IN THE FULFILLMENT FOR THE DEGREE OF MASTERS OF
BUSINESS ADMINISTRTION
SUBMITTED TO:
SUBMITTED BY:
MISS. NEHA GUPTA
VIRENDER SINGH
MBA 3RD SEM.
ROLL NO. 3011559

SWAMI DEVI DYAL INSTITUTE OF

MANAGEMENT STUDIES
2013-2015
0

CERTIFICATE
This is to certify that VIRENDER SINGH has completed the project entitled
MARKETING MIX PLAN & CONSUMER FEEDBACK FOR BAJAJ BIKES
SWAMI DEVI DAYAL INSTITUTEOF MANAGEMENT STUDIES under my
supervision. To the best of my knowledge, the report consists of results of the empirical
study conducted by the student. In my opinion, the work is of requisite standard expected
of an MBA student. Therefore, I recommend the same to be sent for evaluation.

RESEARCH GUIDE

PRINCIPAL

DECLARATION

I declare that this research report on the topic MARKETING MIX PLAN &
CONSUMER FEED BACK FOR BAJAJ BIKES is done for the Partial fulfilment for
the award of two-year degree course in Masters of Business Administration, from
SWAMI DEVI DYAL GROUP OF MANAGMENT STUDIES, PANCHKULA
HARYANA
This is my Own Work and is not submitted to any other University or Institution to the
best of my knowledge.

VIRENDER SINGH

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.
I am thankful to Miss. Neha Gupta

(Faculty, Department of Management Studies,

Swami Devi Dyal institute of management studies, Panchkula ) to find I me the

capacity and capability to go through with this learning and challenging project
successfully.
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.

MANISH KUMAR

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.

VIRENDER SINGH

TABLE OF CONTENTS
CHAPTER 1 INTRODUCTION
INTROCUCTION TO INDUSTRY
INTRODUCTION TO COMPANY
INTRODUCTION TO TOPIC
CHAPTER 2
LITERATURE REVIEW
CHAPTER 3
RESEARCH METHODOLOGY
OBJECTIVES OF STUDY
LIMITATIONS OF STUDY
CHAPTER 4 DATA ANALYSIS AND INTERPRETATION
CHAPTER 5 FINDINGS
SUGGESSTIONS
CHAPTER 6 CONCLUSION
BIBLIOGRAPHY
ANNEXTURE

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 gathering 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 web-site and
analysis 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 25 th- Legend, 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.

Other Information

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.

10

Research and Development:

Bajaj Auto has huge, extensive and very well-equipped Research and Development
wing geared to meet two critical organisational 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 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 2Wheelers 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.

11

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.

12

SWOT ANALYSIS
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 Saharanpur.
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.

13

Threat:
The main threat is from the leading competitor.
Entry of Foreign motors bikes in the market.
Threat of second hand motorcycles.

14

INTRODUCTION
TO TOPIC

15

MARKETING MIX PLANS

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, professionals,
Govt. servants, etc.

Geographic Segmentation: The potential customers for the Bajaj motor cycle are
basically from every regions of India.

Psychographic Segmentation: People purchasing Bajajs bikes are very stylish,

brand conscious.

Behavioral Segmentation:

This segmentation is done considering user status,

benefit wise.

16

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.

represents the Indian culture and society.

17

It

PRODUCTS
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

18

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, Tubetype Unidirectional

Rear Wheel: 100 / 90 x 17 & 2.15 X 17, Tubetype Unidirectional

Fuel Tank Capacity : 8 litres, Reserve : 2.5 litres (1.6 litres usable)

19

Headlamp: 35/35 W with 2 pilot lamps

Wheelbase: 1325 (mm)

Ground clearance: 170 mm

Kerb Weight: 122 Kg

20

PULSAR -150

Pulsar
Value
Specification
Engine Type
Cooling Type
Displacement
No. of Cylinders
MaxPower
Max Power RPM
Max Torque
Max Torque RPM
Ignition Type
Carburettor
Transmission

4 stroke
Air Cooled
143.90cc
1
12bhp
8500rpm
10.8Nm
7500rpm
C.D.I
Ucal-Mikuni(DH)
5 Gears - All down

Type
Clutch Type

Lever operated(Left Hand)

21

Electrical System
Head Light
Horn
Chassis Type
Front Suspension
Rear Suspension

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 Size

2.75 x 18 42P

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
18 litres
Capacity

Reserve Capacity 3 litres

Wheel Base

1265mm

Saddle Height

780mm

Kerb Weight

132kg

22

Maximum
Payload

263kg

Max.Speed

100 kmph

PULSAR -180

23

Specification
Engine Type
Cooling Type
Displacement
No. of Cylinders
MaxPower
Max Power RPM
Max Torque
Max TorqueRPM
Ignition Type
Carburettor
Transmission
Clutch Type
Electrical System
Head Light
Horn
Chassis Type
Front Suspension
Rear Suspension
Front Tyre Size
Rear Tyre Size
Front Brakes
Rear Brakes
Fuel Tank

Value
4 stroke
Air Cooled
178.60cc
1
15bhp
8000rpm
13.2Nm
6500rpm
C.D.I
Mikuni(DJ)
5 Gears- One down four up
Lever operated(Left Hand)
12V
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
Hydraulic Disc Brake
Drum Brake - 130mm
18 litres

Capacity
Reserve Capacity
Wheel Base
Saddle Height
Kerb Weight
Maximum

3 litres
1265mm
780mm
137kg
268kg

Payload
Max Speed

107kmph

PULSAR- 200

24

TECHNICAL SPECIFICATIONS OF BAJAJ PULSAR 200 DTSi

Max Power 18 PS (13.25 KW) @ 8000 rpm
Max Torque 17.17 Nm / 1.75 Kgm
Silencer

New Silencer with ExhausTEC technology now ensures improved engine torque
even at varying load conditions

Wheel base 1350 mm

SuspensionTelescopic Forks 130 mm stroke with anti-stiction bushes
F
Suspension- Triple Rate Spring, 5-way adjustable, gas assisted NitroXShock Absorbers with
R
vertical travel of 100mm
Wheels

High performance light yet stronger 17" alloy wheels

Tyres

Broader 120 / 80 rear tyres 90 / 90 front tyres

PULSAR-220

25

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

26

Electricals
Battery

12 V 9 Ah, Maintenance free

Head Lamp

55W, Ellipsoidal

Fuel Tank Capacity

Fuel Capacity

15 ltrs

PLATINA 100
27

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

28

Battery

12V AC + DC

Head Lamp

12V, 35W/35W (HS1)

Fuel Tank Capacity

Fuel Capacity

13 ltrs

PLATINA- 125

Technical Specifications of Bajaj Platina 125 DTS-Si

29

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

30

DISCOVER 100

31

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

DISCOVER -135

Technical features of Bajaj Discover -135

Engine / Transmission

32

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 suspension

Trailing 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
System voltage

12V (AC + DC)

Battery type

12V, 5 Ah Maintenance free Battery (KS)/12 V, 9 Ah (ES)

Headlamp

Electric 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)

33

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

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
34

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.

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:

35

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.
60,000/-

Rs.
68,500/-

Mumbai

Rs.
61,511/-

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

36

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

Price of Bajaj Platina 100cc (Starting Price in Hyderabad, Bangalore, Chennai,

Delhi, Jaipur, Kolkata, Ahmedabad, Mumbai)
City

Ex.
Show
Room

On
Road

City

37

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

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

Specifications
Pulsar
135 [5]

Power (bhp)

13.5

Pulsar 150 Pulsar Pulsar 200 Pulsar 220

DTS-i
180
DTS-i
DTS-Fi

14.09

17

18

38

20

Pulsar 220
DTS-i

21.04

Torque (Nm) 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]

PROMOTION
Promotion is an important part of marketing mix of a 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.

39

It includes all types of

personal or inpersonal 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.
The company has 100crore 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 dealers
service station.
Dealers encourage its customers by giving discount, providing 0% interest loan
schemes, prices, coupons etc.

40

41

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

42

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.

43

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.

44

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.

45

OBJECTIVE OF STUDY
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.

46

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: 100 people

Professionals
Students
Govt.Employees
Business man

35
30
20
15

47

DATA SOURCES

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

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 SULTANPUR H.P and interview session with the
agencys 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.

48

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

49

DATA ANALYSIS AND

INTERPRETATION
Surveyed by Different class.
18%

25%

18%
39%
Professionals
Govt.Employee

Student
Business man

Surveyed made by different class wherein ; 39%students, 25%professionals,

18%Govt.employee and 18% Businessman.

50

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

51

Which Bike (specify)?

12%

8% 4%
48%

28%
Hero Honda

Bajaj

Suzuki

Yamaha

Others

Herohonda is the first preference of thecustomers with 48%,whereas bajaj28%,Suzuki

12%,Yamaha8%.

52

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.

53

Physical appearance of Bajaj

bikes .
11% 6%

22%

17%
Looks
Robustness

Body Built
44%
All of them

Style

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.

54

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%.

55

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.

56

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.

57

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.

58

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.

59

CONCLUSION

60

CONCLUSION

Our findings reveals that there is a great amount of market potential for bikes in
Sultanpur H.P.

The findings also reveals that it is a competitive market, so the innovation theory is
always appreciable.

As it is a 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 customers is a good step by company, it also

helpful in increases market share of Bajaj Bikes.

61

RECOMMENDATIONS

62

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 center 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.

63

LIMITATIONS

64

LIMITATIONS

1.

The primary data collected is restricted to only one company in Saharanpur.

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.

65

BIBLIOGRAPHY

66

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

67

ANNEXURE

68

QUESTIONNAIRE

Name:

ADDRESS:

Occupation:

AGE:

Professional

Govt. Servant

Student

Business Man

Family Income:
Less than 10,000

10,000

More than 10,000

QUE.1.Do you have bike?
A . Yes

B. No

QUE.2. If yes specify?

A . Hero Honda b. Bajaj

C. Suzuki D. Yamaha

QUE.3. Are you satisfied with the Bajaj bike ?

A. Yes

B. No

69

QUE.4.What physical features made you prefer BAJAJ BIKES?

LOOKS
BODY BUILT
STYLE
ROBUSTNESS
ALL OF THEM

QUE.5: What media affected your preference the most?

WORD OF MOUTH
TELEVISION
PRINT MEDIA
DEALER EFFORTS
QUE. 6: Did price affect your preference?
YES
NO

QUE. 7: What mode of payment did you prefer?

CASH
FINANCE

QUE.8.Do You want any modification in any bike ?

Comment__________________________________

70

71