Faculty of Science and Engineering
School of Engineering
Module Title: Economic, Social, Ethical & Environmental Engineering (ESEE)
Module Code: 6MA011
Investigative report on most successful automotive product launch in
Component Titles:
India.
Component No: 1 of 1 Element Number: 1 of 1
Weighting: 100% of Coursework
Learning Outcomes to be assessed:
LO1: Describe ethical issues in engineering
LO2: Demonstrate an in-depth knowledge of the typically relevant legal requirements specific to
the course of student industry
LO3: Consider the economic effects of meeting engineering challenges
LO4: Consider the social and environmental effects of meeting engineering challenges
Assignment Issued:5th Nov 2020
Date for submission: 20 Nov 2020
Assignments submitted after the deadline, and without an authorised extension, will be graded 0NS.
Please mark your assignment for the attention of: Mr Prashant Priyadarshi
You should make it very clear what sources of information have been used; where material/information
from these sources is quoted,(Details can be obtained from Learning Centre pages on the University
website), or any other appropriate referencing system.
An electronic copy of the full report must be submitted electronically via Canvas.
You are required to keep a copy of own electronic and/or ‘hard’ copy of any work submitted.
Page 1 of
Academic Year: 2019/20
Module: 6MA011 Economic, Social, Ethical & Environmental Engineering (ESEE)
Assignment: Report on Ethical, Social and Economical causes of successful automotive product
launch in India
Hand in date:
ASSIGNMENT BRIEF:
The task assigned to you will be part of the course work which is designed according to the Learning
outcomes of the module. The task will be assessed by report supported by sources of information which
are used for depiction in the report, the details of which are provided below.
.
Task
you are required to carry out an investigative study which describes about an automotive
product successfully launched recently by the respective manufacturer particularly in India
.Briefly analyse the advantages of the product by mentioning the positive and over the edge
aspects with respect to personal and professional ethics dealt by manufacturer at the time of
success. Also discuss the social and economic challenges faced while dealing with the design
of the product before launch and after success. Write your point of view in this regard. Each
candidate will have to give individual report of 1500 words of main body text with 1.5 spacing.The report
must be written in 12 point Arial font.
Pages must have a 2.5cm margin on all side. where in the candidate is expected to cover the brief
manufacturer profile, description of the product successful in the market, year of launch, cause
of Success,merits,demerits,Profit shares ,Individual views, conclusion. Each student should have
different point of view on the study, any means of plagiarism is not accepted. So the candidate is
advised to start preparation of the report accordingly for submissions. Last moment preparation must be
avoided. Penalties in the form of marks deduction will be applied to reports that exceed the stated length
or are submitted after the deadline.
Marking criteria
The final marking criteria for the individual report will be as follows:
Marking scheme (Individual report) Marks
Clear and comprehensive summary of product 15%
Proper company profile 10%
Product Successful Evidences 20%
Social and economic challenges faced by the manufacturer before and after success 15%
Overall style, presentation (written), grammar etc. 5%
Environmental aspects 10%
Clear Conclusions 10%
Merits and Profits shares 5%
Views on the product failure 10%
Assignments will be marked according to the following Level 6 generic marking criteria:
L6(Graduatelevel)
90-100% Exceptionallevelofanalysis,showingdeepcriticalengagementwithacomprehensiverang
eofcontextualmaterial.Demonstrationofindependentthoughtresultinginhighlyoriginalorc
reativeresponsestotheassignment.
Outstanding Provisionofclearevidenceofunderstandingofcurrentscholarshipandresearchbasedonan
extensiverangeofrelevantsources.Extremeclarityofstructuredemonstratingcompletefoc
usofargument.
Noobviouserrorsinreferencingorgrammarorsyntaxasappropriate.
80-89% Excellentlinksbetweenrelevantideas,theoriesandpractice.Evidenceofclearlyindependent
scholarshipandtheabilitytoengagecriticallyandanalyticallywithawiderangeofcontextually
relevantresourcematerial.
Excellent Demonstrationoforiginalinsights,supportedbyextremelywellstructured overallargument.
Veryfewerrorsinreferencingorgrammarorsyntaxasappropriate.
70-79% Verygoodlinksbetweenarangeofdifferentideasandtheories.Placesissuesinawidercontex
t.Evidenceofclearunderstandingofarangeofrelevanttheoriesandapplicationoftheseappr
opriately.Independentideas,well- arguedandsupported.
Very good Fewerrorsinreferencingorgrammarorsyntaxasappropriate.
60-69% Clearlinksbetweentheoryandpractice.Goodcoverageofassignmentissues.Fullundersta
ndingofcoreissues.
Evidencedlevelofunderstandingofappropriatetheoryandconcepts.
Good Somesmallrepeatederrorsinreferencingorgrammarorsyntaxasappropriate
50-59% Identifiesmainissuesandrelevanttheory.Coverageofmostofassignmentissues.
Competentapplicationofrelevanttheoryandstatesobviouslinkstopractice.
Competent Somerepeatederrorsinreferencingorgrammarorsyntaxasappropriate.
40-49% Makesfewlinksbetweentheoryandpractice.Answersquestioninaverybasicway.
Describesrelevanttheoryaccurately,andsomerelevantideasoffered.
Pass Limitedcoherenceofstructure.
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30-39% Somelearningoutcomesand/orassessmentcriterianotmet.
Inadequatecontentwithissuesnotaddressed;insufficientevidenceofunderstandingofrelev
anttheoryandconceptsandonlypartialunderstandingshown.Verylimitedapplicationoftheo
ry.Useofextensivequotedpassagesisevident.
Fail Evidenceofsufficientgraspoflearningoutcomestosuggestthatthestudentwillbeabletoretri
evethemoduleonresubmission.
20-29% Nolearningoutcomesfullymet.
Nodemonstrationofadequateknowledgeorunderstandingofkeyconceptsortheories.There
Fail isnorecognitionofthecomplexityofthesubject.
10-19% Littleattempttoengagewithassignmentbriefandhasnotmetlearningoutcomes.Inadequate
demonstrationofknowledgeorunderstandingofkeyconcepts,theoriesorpractice.
Fail
0-9% Norealattempttoaddresstheassignmentbrieforlearningoutcomes.
Fail
Cheating, Plagiarism and Collusion
You are strongly advised to be familiar with Student Codes of Conduct on this matter and be aware of
University procedures as outlined in the booklet: ‘Academic Principles and Regulations’ valid for the current
academic session. A synopsis may be found in the Award Handbooks. The module team will adhere strictly
to these guidelines. If in doubt consult Module Leader/Divisional Award or Module Managers.
Retrieval of failure
Students must pass all components of the assignment. The minimum pass grade is 40%. A student who fails
to achieve a pass is entitled to resit the failed component(s) but the mark will be capped to 40%.
Latest date for submission: 20 Nov 2020
Investigative report on most
successful automotive product
launch in India.
ABSTRACT
We known Bajaj automobile because the AUTOMOBILE company of our selection for the assignmernt. Bajaj
automobile cluster was supported within the year 1945 and has been among the front-runners within the bike
trade ever since. This actual fact talks volumes regarding the corporate since solely the simplest if companies
survive such an extended time at the highest. throughout the 60s, 70s and 80s there was a 10-year waiting amount
for its product. the corporate solely had to provide its quota. selling or sales wasn't an excessive amount of of a
difficulty for them. conjointly the company’s owner was ill-famed for being a part of the anti-liberalization lobby
known as Mumbai Club. but the firm moon-faced a serious crisis within the 90s and also the early years of the
new century because of augmented competition from each foreign and domestic markets. but Bajaj came out
solely stronger with the competition and hardly trusted foreign assistance on this account. and also the product,
that did this turnaround doable, was Pulsar. pulsur star is exemplifies the fighting spirit of Bajaj. it's a classic
example of associate degree Indian company of the pre-liberalization era, adapting itself to the dynamical
situation and starting off on ace. Another fascinating truth is however alleviation and clutches the modification
will work wonders for a firm, that was one in every of the foremost sceptical of alleviation policies of the Indian
government.
The following assignment could be a elaborated launch analysis of the merchandise Bajaj pulsur star and its
variants in two-wheeler market. The assignment focuses initial of all on the environmental factors poignant Bajaj
pulsur star and its SWOT analysis. Then we have a tendency to endure to investigate the patron behaviour for
pulsur star relating to purchase, higher cognitive process and shopping for roles. The third section focuses on the
competition analysis of Bajaj pulsur star, their varied ways and also the market segmentation of the market.
1.INTRODUCTION
Bajaj cluster is one in every of the oldest & largest conglomerates primarily based in urban center, geographic
area. The cluster contains thirty four corporations & its flagship company Bajaj automobile is stratified because
the world's fourth largest two- and three-wheeler manufacturer. Bajaj automobile produces and exports vehicles,
scooters, motorcycles and automobile rickshaws. the corporate has modified its image from a scooter
manufacturer to a two-wheeler manufacturer. Its product vary encompasses scooterettes, scooters and
motorcycles. Its growth has are available the last four years once triple-crown introduction of models within the
bike phase.10 years past the Indian market blue-eyed little capability ,fuel economical motorcycles (that
fashioned 80-125 cc) and also the countrymen were quite glad therewith trend. However, the market saw for the
primary time that there was a requirement for performance bikes with the launch of HERO HONDA CBZ in
1999 .Bajaj automobile smelled cash and chance and launched the pulsur star twins on Gregorian calendar month
twenty four ,2001
1.1 Environmental Analysis
The Indian 2 wheelers market has been a competitive one right from its beginning. ab initio the market enclosed
2 segments, initial phase consisting of the two stroke scooters and also the alternative phase comprising of the
bullet motorcycles and its variants.
until the late Nineties the 2 wheelers market was dominated by Bajaj scooters virtually establishing a
monopoly within the market. however the chop-chop increasing market of motorcycles in India bestowed a
headache for the Bajaj scooters however conjointly provided a chance for Bajaj to diversify its vary of product.
As a result Bajaj entered the bike market in a very venture with Kawasaki. ab initio their focus was on low priced
fuel economical bikes solely. The initial models launched saw lukewarm response across the state.
Sports bike phase of Indian automotive sector was left untouched until 1999 once Hero Honda launched
CBZ model and it clothed to be successful within the urban areas. Bajaj following a split with Kawasaki
launched its initial bike, a extremely fuel economical model however it didn't generate the mandatory ripples in
its phase. As a result the corporate was in throes of a slump.
In these rough times Rahul Bajaj, the chairman of Bajaj cluster, set to launch a fervent sports bike, Pulsar,
for the Indian customers that vie to Bajaj’s strengths of fuel economical machines specially designed for Indian
roads and conjointly shed the image of the company’s inferiorly titled models. At the time once India was riding
on 100cc bikes, pulsur star was launched with 2 variants; 150cc and 180cc, stirring the whole 2 wheeler market
and also the rest is history.
1.2 Company Profile
Bajaj automobile restricted is one of the largest 2 wheeler producing company in Asian country except
manufacturing 2 wheelers they conjointly manufacture 3 wheelers, the corporate had started manner back in
1945, at first it wont to import the 2 wheelers from outside, however from 1959 it started producing of 2 wheelers
within the country, By the year 1970 Bajaj automobile had extended their a hundred,000th vehicle, Bajaj scooters
ANd motor cycles became an integral a part of the Asian countryn environment and over the years have come
back to represent the aspirations of trendy India, Bajaj automobile conjointly features a technical traffic
congestion with Kawasaki significant industries of Japan to manufacture the most recent motorcycles in Asian
country that square measure of world category quality The Bajaj Kawasaki agent has emerged straight out of the
planning stage of Kawasaki significant industries the core whole values of Bajaj automobile restricted includes
Learning, Innovation, Perfection ,Speed and Transparency.
Bajaj automobile has 3 producing units within the country at Akurdi, Walujand Chakan in Maharashtra, western
Asian country, that made a pair of,314,787 vehicles in 2005- 06, The sales square measure backed by a network
of when sales service and maintenance work outlets everywhere the country.
Bajaj automobile has 3 producing units within the country at Akurdi, Waluj and Chakan in Maharashtra, western
Asian country, that made a pair of,314,787 vehicles in 2005- 06, The sales square measure backed by a network
of when sales service and maintenance work outlets everywhere the country.
Founder Jamnalal Bajaj
Year of 1926
Establishment
Industry
Automotive - Two & Three Wheelers
Business Group The Bajaj Group
Listings & its
BSE - Code: 500490; NSE - Code: BAJAJAUTO
codes
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 &
Akurdi
Head Office
Pune – 411035
India
Tel:- +(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 www.bajajauto.com
Bajaj Auto is a major Indian automobile manufacturer. It is India's largest and the world's 4th
largest two- and three-wheeler maker. It is based in Pune, Maharashtra, with plants in Waluj
near Aurangabad, Akurdi and Chakan, near Pune. Bajaj Auto makes motor scooters,
motorcycles and the auto rickshaw.
Bajaj Auto came into existence on November 29, 1945 as M/s Bach raj Trading
Corporation Private Limited. It started off by selling imported two- and three-wheelers in
India. In 1959, it obtained license from the Government of India to manufacture two- and
three-wheelers and it went public in 1960. In 1970, it rolled out its 100,000th vehicle. In 1977,
it managed to produce and sell 100,000 vehicles in a single financial year. In 1985, it started
producing at Waluj in Aurangabad. In 1986, it managed to produce and sell 500,000 vehicles in
a single financial year. In 1995, it rolled out its ten millionth vehicles and produced and sold 1
million vehicles in a year.
Timeline of new releases
1971 - three-wheeler goods carrier
1972 - Bajaj Chetak
1976 - Bajaj Super
1977 - Rear engine Auto rickshaw
1981 - Bajaj M-50
1986 - Bajaj M-80, Kawasaki Bajaj KB100
1990 - Bajaj Sunny
1994 - Bajaj Classic
1995 - Bajaj Super Excel
1997 - Kawasaki Bajaj Boxer, Rear Engine Diesel Auto rickshaw
2000 - Bajaj Saffire
2001 - Eliminator, Pulsar
2003 - Caliber115, Bajaj Wind 125, Bajaj Pulsar
2004 - Bajaj CT 100, New Bajaj Chetak 4-stroke with Wonder
Gear, Bajaj Discover DTS-i
2005 - Bajaj Wave, Bajaj Avenger, Bajaj Discover
2006 - Bajaj Platina
2007 - Bajaj Pulsar-200
Scooters:-
Bajaj Sunny
Bajaj Chetak
Bajaj Cub
Bajaj Super
Bajaj Wave
Bajaj Legend
Motorcycles:-
1. Kawasaki Eliminator
2. Bajaj Pulsar
3. Bajaj Kawasaki Wind 125
4. Bajaj Boxer
5. Bajaj CT 100
6. Bajaj Platina
7. Bajaj Caliber
8. Bajaj Discover
9. Bajaj Avenger
10. Bajaj Pulsar 220 DTS-Fi
2. FACTORS INFLUENCING CUSTOMER BEHAVIOR
Consumer behaviour is that the study of however people, teams and organizations choose, buy,
use and lose merchandise, services, concepts or experiences to satisfy the requirements and
desires. it's necessary for the marketers to completely perceive the idea and reality of client
behaviour. There area unit several factors that influence consumer’s shopping for behaviour
specifically cultural, social and private.
2.1 Ethical Factors: - Cultural values confirm a consumer’s needs and behavior. the sort of
values one is exposed to determines the inclination for purchase. there's continuously a condition
within the society and it's most frequently remarked because the ‘Socio-Economic Classification’.
In India, the recent evolving culture has semiconductor diode to client behaviour wherever the
buyer buys a bike whereas following his graduation primarily for traveling functions. This
behaviour is most frequently seen within the majority of the urban social economic categories
coming back underneath the on top of average buying potential thanks to its comparatively high
evaluation as compared to few different bikes obtainable within the market. so the target market is
influenced via a large form of mediums specifically advertisements in automobile magazines,
peripherals and tv.
2.2 Social factors:- Social factors like the reference teams, family, roles and standing have an
effect on the buying behaviour of the client. The interaction inside the teams influence a
consumer’s thought method. Family influences the customer’s call to shop for a product.
The primary cluster influencing the sale of Bajaj neutron star consists of family, friends and
colleagues. because the target market consists of scholars, because the leader, the most influence
in choosing a motorbike is exerted by friends and social circle and that they act because the
influencers within the shopping for method. and the brand of Bajaj evokes a way of assurance
within the minds of oldsters, the buyers. The youth centrical appearance at the performance
relates additional to the standing of a student.
Human behaviour and perspective area unit greatly influenced by socio-cultural factors like
family, reference teams, socio-economic class, occupation and life vogue.
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Family:-
Family member is powerfully influence the client behaviour. Family could also be nuclear or
joined family. The family influence on the shopping for behaviour of a member could also be in
two ways that.
• The family influenced on the individual temperament Characteristics and attitudes.
• It’s influence on the choice creating method of products and heavy.
Reference Group:-
These teams have social, economical, skilled, and spiritual, relationship and that they function
direct or indirect points of reference within the formation of a person’s behaviour. The promoting
managers need to determine the reference teams of their target markets. Reference teams
influence the shopping for behaviour of an individual during a three ways that.
1. They explore the person to new behaviour.
2. They influence the person’s perspective and self-concept.
3. The produce pressure to verify the merchandise or whole selection.
Social Class:-
It is comparatively permanent and ordered division during a society whose members share the
similar worth, interest and behavior. we've distinctive social categories like higher, middle and
socio-economic class.
Consumer happiness to social class typically a lot of rational exhibits a bigger sense of selection.
Whereas socio-economic class have impulse shopping for perspective they need less rational
behaviour and also the prime most, highest level category have less sense of selection.
Culture:-
Cultural influence is for looking each pattern of consumption and patterns of higher cognitive
process from infancy. a lot of of our behaviour is influenced by culture. Out cultural
establishment like temple, schools, colleges, languages, customs etc give tips to merchant.
Technological advances might influence cultural changes. promoting strategy could also be
supported culture with its own set valuable, habit and behavior patterns.
Occupations:-
A person’s behaviour depends upon his occupation. A Company’s director can like the dearly-
won things, whereas a employee would favor a lot of economical things. so the occupation of an
individual decides his ability to shop for.
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Life Style:-
Life vogue could also be outlined because the pattern of living of an individual which can be
indicated through an individual activities, interests and magnificence of living. Hence, he can shut
per his life vogue.
The shopping for behaviour is influenced by internal or psychological factors like motivation,
perception, learning, belief and attitudes, temperament etc., buyers.
Motivation:-
In the field of selling motivation acts as a thrust that's impels a private to require action to satisfy
his desires. it's psychological development. Man could be a perpetual wanting animal, as a result
of whose one want is glad, a replacement want at a highest level emerges.
2.3. Personal factors:-
Personal factors like age, stage inside the life cycle, lifestyle, occupation and economic
circumstances, temperament and self construct have an impression on a consumer’s decision. the
entire temperament traits concerning Bajaj star square measure excitement, sophistication and
toughness. the consumers take Bajaj star over the alternative variants as this whole is in line with
their actual self construct. in addition the transformation of psychological life-cycle from a young
adult to a juvenile person plays an important role inside the strategy of buying.
2.4 Economic Factors:-
The consumer behaviour is influenced by economic factors like income, family financial gain,
financial gain expectation, savings, quick assets, bank line.
Personal Income:-
Disposable {personal financial gain|income} represent buying power that a emptor has the
amendment in income incorporates a direct relation on shopping for habits. so financial gain of an
individual is a very important determinant of his shopping for behaviour.
Family Income:-
The size of the family and also the quantity of financial gain have an effect on the outlay and
saving patterns. the number that on the market for unfinished can confirm the perspective of a
emptor.
Income Expectation:-
The expected financial gain to receive in future incorporates a direct relation with the shopping
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for behaviour.
Savings:-
A amendment in Associate in Nursing quantity of savings ends up in a amendment within the
expenditure of a private. If the, emptor decides to avoid wasting a lot of, he can pay less on
comforts and different luxurious product.
Liquid Assets:-
The present shopping for plans area unit influenced greatly by liquidity of quality. but the
convertible quality influence and supply freedom to geter|the customer|the client} to choose buy
product.
Consumer Credit:-
Facility of bank line system like rent purchase, instalment purchase etc. play a very important role
in buying call. A emptor will command a lot of buying power which may be used for unwanted
product conjointly.
2.5 Surroundings Factors:-
Environmental factors like political, legal, technological and moral force influence the shopping
for behaviour of the patron.
Political System:-
In a controlled financial system, the consumption pattern is set by government however during a
free capital financial system, shopper have, economic freedom and wider selection and area unit
liberal to pay their financial gain in any approach owing to the bigger difference on financial gain
and wealth.
Legal Formalities:-
Consumers area unit perpetually inquisitive about truthful, lawful dealings. If the taxes area unit
low and legal restrictions area unit less, shopper expenditure are going to be a lot of.
Technoligical Changes:-
Technological advancement induces customers pay a lot of on comforts and opulent product. as a
result of this facilitate them to lift their normal of living.
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3.MARKET ECONOMIC SEGMENTATION
Companies cannot connect with all the shoppers in massive, broad or numerous markets. however
they'll divide such markets into teams of shoppers or segments with distinct wants and desires.
Market phaseation in the main means that slicing the market into such teams so as to cater well to
the wants of the shoppers happiness to a segment. a corporation then must determine that market
segments it will serve effectively. this needs a keen understanding of shopper behaviour and
careful strategic thinking.
Segments in an exceedingly market could also be outlined by watching the descriptive
characteristics- geographic, demographic and psychographic.
Geographic Segmentation divides the market into geographical units like nations, states, regions,
countries, cities or neighbourhoods. there's a requirement to rank geographical markets to focus
selling efforts as a lower proportion of geographical markets accounts for a bigger proportion of
consumption potential.
In demographic segmentation, we tend to divide the market on variables like age, family size,
family life cycle, gender, income, occupation, education, religion, race, generation, status, and
socio-economic class. this sort of segmentation is vital as a result of it's usually related to shopper
wants and desires. Even once the market segments square measure outlined in non-demographic
terms, we'd like to link them to the demographic characteristics to estimate the dimensions of the
market.
In psychographic segmentation, consumers square measure divided into totally different teams on
the idea of psychological/personality traits, lifestyle, or values. individuals inside identical
demographic phase will belong to totally different psychographic segments.
Segments in an exceedingly market may also be outlined by watching the activity characteristics-
wants and advantages, call roles, and user and usage connected variables. The shoppers square
measure divided into teams on the idea of their information of, perspective toward, use of or
response to a product.
Needs-based or benefits-based segmentation may be a wide used approach because it identifies
distinct segments with clear market implications. this sort of segmentation is helpful for
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characteristic market opportunities and developing relevant price propositions for the shoppers.
People typically play 5 roles within the shopping for process- instigator, influencer, decider,
buyer, and user. Recognizing the various shopping for roles and characteristic those that play
these roles for a given product or service square measure very important in effective selling. this
is often terribly helpful in planning the communication strategy. whereas developing the selling
plans and communication methods, firms have to be compelled to determine and specify the role
players within the consumption system and also the means that and modalities of reaching bent on
them.
User and usage connected variables also are accustomed phase the market. This includes the
occasion, user standing, usage rate, buyer-readiness stage and loyalty standing.
The complete bike market of Republic of India is metameric on basis of 2 factors that square
measure
I. Age and Life-cycle stage of the buyer
• Based on this demographic issue the market is metameric into youth-centric bikes and also
the bikes most popular by middle aged shopper
• The options of the bikes square measure designed in line with the market phase targeted
eg. Youth-centric bikes square measure high on power and acceleration whereas the center aged
shopper like low maintenance and higher fuel potency in an exceedingly bike
• The shopping for roles additionally take issue within the purchase of the bikes of those 2
segments
The market is split in to sub – segments primarily based
II. Usage rate of the bike
• In Republic of India with the variable quality of roads on the market within the rural and
concrete areas there exists segments supported the usage of the bike
• The rural and community users like better to have a motorcycle having hefty mileage and
lower maintenance price
• Often the shoppers of rural and community areas got to use the bike for relatively longer
journeys therefore snug drive additionally becomes a significant feature within the style
• Whereas the urban market contains a larger would like for higher titled and high power
bikes
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The market segmentation of Bajaj pulsur star is finished supported the demographic characteristic
mature and life-cycle stage the buyer is in. it's on the market in five variants within the market
with totally different options and in the main differing within the engine capability. every model
contains a totally different client base however the first issue taken into thought for segmentation
is that the age and life-cycle stage of the buyer. The cohort targeted ranges from twenty to thirty
five and its target base is additionally the school going youngsters and young workplace going
individuals. The sub segmentation supported the model variant is
1. Pulsur 135 cc
• pulsur star 135cc some prices INR 59000 and offers a more robust mileage (approx sixty
five kmpl) than the opposite variants of Pulsar thanks to its lower engine capability
• This model is comparatively new as compared to the opposite models of pulsur star and
has been introduced in the main to cater to the growing demand of a fuel economical sports bike
• Target market: The young school going students and dealing professionals UN agency
would like a fuel economical bike along side a flashy butch image
2. Pulsur 150 cc & Pulsur 180 cc
• pulsur star one hundred fifty cc is that the flagship model of the pulsur star and also the 1st
model of Pulsar to be introduced within the market
• The approximate value of the one hundred fifty cc and one hundred eighty cc model
square measure INR 69000 and INR 73000 severally showing insignificant variation within the
price
• The main distinction within these 2 models is in the terms of the fuel economy wherever
one hundred fifty cc engine offers 50-55 kmpl and also the one hundred eighty cc engine offers
40-45 kmpl
• Target markets: individuals a bit higher in financial gain levels Eg. Managers executives,
school students happiness to families happiness to on top of average financial gain strata
3. Pulsur 200 NS & Pulsur 220 cc
• These square measure the high finish models of the whole “Pulsar” in terms of options,
power and value
• They square measure on the market at associate approximate value of INR 90000 and
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square measure considerably totally different visually and qualitatively from the opposite pulsur
star models
• Target market: iking enthusiasts and for the shoppers UN agency cant afford high power
pricey foreign bike
4. CONCLUSION
Clubbing the sections of research of Bajaj Pulsar has given us several insights into the two-
wheeler market as an entire and particularly into the dynamics of Bajaj Pulsar.
Through the environmental analysis of Bajaj Pulsar, we have a tendency to analyzed the external
and internal factors shaping the expansion and sales of Pulsar and therefore the varied
opportunities and threats it faces for its future. varied selling ways adopted by Bajaj Pulsar over
the years and their role in building the whole Pulsar were studied.
Thus overall, this assignment was associate experiential thanks to learn the ideas of promoting
mentioned in school and the way they're applied in a very real case situation.
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REFERENCES
http://en.wikipedia.org/wiki/Bajaj_Pulsar
http://www.moneycontrol.com/news-topic/indian-two-wheeler-industry/
http://bikes.pricedekho.com/bikes/bajaj
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