A

REPORT

ON

MARKETING & BRANDING

OF

BAJAJ PULSAR DTSi

SUBMITTED BY:

Krishna Prasad

Sheena Bansal

BAJAJ

‘Hamara Naya Bajaj’

Bajaj Auto came into existence on November 29, 1945 as M/s Bachraj 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 vehicle and produced and sold 1 million vehicles in a year. 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 and exports motorscooters, motorcycles and the auto rickshaw. It is widely believed that Bajaj is headed for a de-merger into 2 separate companies: Bajaj Auto and Bajaj Finance.
The Forbes Global 2000 list for the year 2005 ranked Bajaj Auto at 1946. [pic]

Key Highlights

• The total motorcycle sales in 2003-04 crossed the "1 million" mark registering a growth of 18% v/s 2002-03 - higher than the industry growth rate of 15%. • To increase its volumes in the entry level segment of the motorcycle market, the Company has launched a new model CT-100 in May 2004. This bike with its class leading performance and phenomenal fuel efficiency is expected to redefine the entry level segment. • To garner a substantial share in the executive segment of the motorcycle market a technologically superior bike, internally code named K 60, will be launched in second quarter of 2004-05. • The Pulsar continues to be a market leader in the premium end of the motorcycle market with a sale of over 297,000 numbers in 2003-04. The cumulative sale of Pulsar's to date has crossed the 500,000 mark within a short span of 29 months. • In the ungeared scooter segment an upgrade of Spirit with a 70cc engine and a new ungeared scooter "Wave" will be launched in the second quarter of 2004-05.
PRODUCTS OF BAJAJ AUTO LIMITED

Motorcycles

o Kawasaki Eliminator o Bajaj Pulsar o Bajaj Kawasaki Wind 125 o Bajaj Boxer o Bajaj CT 100 o Bajaj Platina o Bajaj Caliber o Bajaj Discover o Bajaj Avenger

Upcoming Models

• Bajaj Pulsar 220 DTS-Fi • Bajaj Krystal • Bajaj Blade • Bajaj Sonic

BAJAJ UNVEILS NEW BRAND IDENTITY- NEW LOGO

•

[pic]

• Bajaj Auto unveiled the new corporate identity on the 15th of January at the Auto Expo 2004, New Delhi. The white and blue reverse hexagonal symbol with Bajaj Auto in small lettering, which stood in good stead for Bajaj Auto for many decades, finally paved way for a refreshing new look symbol with the Bajaj logotype in capital letters. The new identity arrives at a time when Bajaj Auto has successfully metamorphosed into a major motorcycle manufacturer with proven credentials in award winning Pulsar twins and also proved its technological capability with the introduction the revolutionary Digital Twin Spark Ignition (DTSi) technology.

• The new visual identity of Bajaj Auto emanates from the confirmation of core values, which Bajaj has identified as its brand values. The Brand essence for the new Bajaj has been defined as "Excitement". Excitement engineering will deliver and inspire confidence in to various stakeholders like Bajaj has traditionally done. Bajaj promises to live its essence through a set of five Brand Values of Learning, Innovation, Perfection, Speed and Transparency. • The change in Identity is a part of the ongoing changes happening at Bajaj. At a time when Bajaj has state of the art manufacturing infrastructure, has an enviable distribution and service network, has created a benchmark R&D facility and at a time when the customer has changed in terms of its exposure to quality and style, the change in Identity will help invite a paradigm shift in consumer perception of the company. • The traditional hexagonal symbol has been replaced by an open abstract form of stylized B, the "flying B" as it has been named represents style and technology. It also has a strong association with the heritage of Bajaj since the external form has a hint of hexagon. "Flying B" form denotes speed and open form denotes the transparency. • Bajaj has adopted a new brandline of "Inspiring Confidence". In whatever the company does it seeks to inspire confidence in its audience. Bajaj has traditionally enjoyed tremendous consumer support and plans to consolidate and move ahead on this. The Brandline appears below the Logotype in a script font. This font is to represent learning values at Bajaj and that Bajaj as a brand moves closer to customer. • The Identity has a fresh new Blue colour. This Blue represents stability and strength of Bajaj. Blue also represents high technology and precision engineering. The new Identity presents a futuristic face of the new global Bajaj. Elephant Design has been working with Bajaj on creating and implementing the new Bajaj identity. The new brand will manifest in all consumer and employee interfaces.

ADVERTISING STRATEGY

Bajaj is always known for its outstanding ads over the period of time. Since its inception, Bajaj has come out with variety of ads and were always successful in their advertisements. Scooters were well known by the brand name of Bajaj. Be it any scooter, one used to recognize it by the brand name Bajaj. This was the identity a decade ago which the Bajaj has still maintained. Bajaj is always known for its ads without well-known brand ambassadors which is again a plus point to its cart as it saves a huge cost in terms of brand ambassadors unlike Hero Honda and TVS. Prior, Bajaj used to convey the feeling of ‘Indianness’ in its ads. With a punch line ‘Hamara Bajaj’ Bajaj drove into everybody’s hearts and the title song of ‘Naye Bharat Ki Naye Tasveer’ added a great value to its mobikes and scooters.

A couple of years back, Bajaj had introduced an advertisement which promoted all the different ranges it had, wherein they had shown each product they had with a feeling of Indianness. Example: Eliminator passes-by a rangoli and drives slowly sideways without disturbing it. People on boxer pass-by a temple and bend their head to give a little offering. Such ads had revealing Indian culture had a great effect on Indians and Bajaj was successful in most of its ads.

But recently, Bajaj had changed its brand logo alongwith its punch line i.e. ‘Hamara Bajaj’ got converted to ‘Inspiring Confidence’. The reason for this change as told by the company officials was to keep pace with the new technologies in the fast moving world. Even though it had changed its punch line, it didn’t have much effect on its brand image.

A year back, Bajaj introduced DTSi technology upgrading its always successful PULSAR 150cc and 180cc. Though Bajaj had changed its identity it still dominates for its creativity in ads.

PULSAR 150cc/180cc & DTSi (Definitely Male)

The concept of Definitely Male was well accepted by the people and Bajaj came out with some astonishing ads. Though the DTSi technology was new, people accepted it very well. It easily conveyed the message it wanted to. The following picture strips conveys the advertisement:

|[pic] |[pic] |
|Getting on to his bike, a man gets all set to make a |While the biker cruises through the city, some army men|
|move. As he puts his helmet on, a message appears on |are out for their jog. Just before they cross a road, a|
|the windshield, 'Partially sunny from 16:37 hrs.' |zebra crossing forms ahead them and disappears after |
| |them, while the biker waits patiently. |
| | |
|[pic] |[pic] |
|A young lady talks to her beau on the phone, while an |Riding on, he spots a child playing with a remote |
|image of his forms before her. She switches the phone |controlled toy. In the next shot the toy turns out to |
|off and the image disappears, in time for her to catch |be a roller coaster, with children inside enjoying the |
|a glimpse of the bike. |ride. |
|[pic] |[pic] |
|On arriving home, the biker is greeted by a robotic |As he takes off his helmet everything turns back to |
|dog. |it's usual self. MVO: "Imagine a world as advanced as |
| |the new Pulsar DTS-i... |

DTSi came out to be a good one with proper publicity advertisements and that too without any highly paid brand ambassadors. After this ad was successful Bajaj came out with a second ad wherein a man is shown performing various stunts on his DTSi Pulsar. Even this one was an outstanding one.

BAJAJ PULSER DTSi

HOW THE PULSAR CAME IN TO INDIAN MARKET
Before the introduction of the Pulsar, the Indian motorcycle market trend was towards fuel efficient, small capacity motorcycles (that formed the 80-125 cc class). Bigger motorcycles with higher capacity virtually did not exist (except for Enfield Bullet). The launch and success of Hero Honda CBZ in 1999 showed that there was demand for performance bikes. Bajaj took the cue from there on and launched the Pulsar twins in India on November 24, 2001. Since the introduction and success of Hero Honda CBZ, the Indian youth began expecting high power and other features from affordable motorcycles.
The project was faced with internal resistance, reservations by Mckinsey and doubts on its effects on Bajaj's relation with Kawasaki. The project required approximately 36 months for completion and cost Bajaj Rs 1 billion.

Market position:
As of 2006, the Bajaj Pulsars form the most popular motorbike product in the newly emerging 150+ cc class of Indian two wheeler market .Bajaj have been regularly making alterations to it to make the motorbike look fresh at all times.

Launches the exciting new 200 cc Pulsar DTS-I : Bajaj Auto, the pioneer in performance biking has further extended the portfolio with the launch of the new 200 cc ‘Pulsar’ DTS-i in New Delhi today. The latest offering has set new benchmarks in technology, performance, and styling to address the needs of a growing segment of pro-bikers.
The new Pulsar has many firsts to its credit. It comes equipped with an Oil cooler, which helps control engine oil temperatures at sustained high speeds and rpms, thus ensuring more stable engine oil viscosity. The 200cc DTS-i engine generates 18 Ps of raw pulsating power to provide riding excitement to performance hungry bikers. This makes the Pulsar 200 the most sporty and stylish powerhouse on two wheels to pace the Indian roads.
It’s also the first bike in India to feature both front and rear tubeless tyres, which besides offering superior stability are safer than conventional tube types and in sync with the offerings abroad for similar applications. The rear tyre is the broadest in its category to ensure better road grip and stability.
The new digital console is an advanced version of the latest Pulsar family. Apart from the Digital Odometer, Digital Speedo Meter, Digital Fuel Gauge and two Digital Trip Meters, the console on the 200 cc Pulsar DTS-i has indicators for Air filter condition, Engine temperature, Battery voltage and Oil level, all of which contribute to enhancing rider info for trouble-free riding. Another first is the use of split seats for styling and comfort. The split grab rail perfectly compliments the new rear chiseled looks. It is also the first Indian bike to have electric start as the sole means of engine cranking, dispensing with the kick lever.
Mr. S.Sridhar, VP (Sales & Marketing-2 wh), Bajaj Auto Ltd said, “This launch is in line with our strategy of enhancing our product portfolio to offer riding excitement to pro-bikers. Our entire focus and effort is to deliver outstanding technology and performance. The new Pulsar has now raised the bar in the motorcycle industry with superior technology and features such as the engine oil cooler, digital console etc.”
He added, “We are already market leaders by far in the performance segment and launch of Pulsar 200 DTS-i would further reinforce our position in this important segment. The bike joins the immensely popular 150 cc and the 180cc Pulsar DTS-i to extend the Pulsar DTS-i range across a range of price and performance points. ” The bike would be available at exclusive Probiking showrooms at select locations across the country. Performance biking now also comes at an attractive price of Rs.65,497 ex showroom, New Delhi.
PULSAR DTSi
The Pulsar twins are claimed to have taken the market by storm since their launch in Nov'01. The DTSi engine consists of the Digital Twin Spark ignition, Digital CDI unit, TRICS III, CV Carburetor all state of the art features that bring the digital biking to a new level. The result is consistent & responsive engine output for varying load and speed conditions at different levels of acceleration.

PULSAR 150/180
Targeted at the youth segment, the Bajaj Pulsar has been designed and styled as a mean masculine robust machine with dazzling looks and technically advanced mechanism that offers great performance. The symmetries between the muscular fuel tank, side panels and the rear panels give a very distinctive feel to Pulsar.
Features: Sporty Looks, Supreme Performance, Riding Comfort, Safety

More about Pulsar 200 DTS-i

The Bajaj Pulsar 200 DTS-i’s higher sportier stance with greater chassis rear inclination is supported with some of these technologically advanced features. • The bike is air cooled, and Bajaj has employed an additional Oil Cooler. • The bike produces 18 bhp peak power, with 1.75 Kgm of torque. • The gearbox receives pressurized lubrication, • Tubeless tyres, 90/90 front and 120/80 at the rear, • Black pain scheme, as available on P180, • Headlamp encaged in a black casing (called the Phantom Headlamp), Digital Console, back lit switches, and split rail grabs (Available elsewhere only on P220, and not on P150 and P180). • Distinguishing from the existing Pulsar sibling, this bike has a new tank cowl. • No Kick Lever, so Only Electric Start • No chain cover, which enhances the sporty look. • Rear pegs are taken behind, than those available on commuter bikes, to give a sporty riding position • A lowered Headlamp/Fairing assembly alongwith a high tail-end, giving it an aggressive, ready to pounce stance. • An all Stainless Steel silencer with a Aluminium muffler can for genuine sporty looks and long life. • Large Ø 33 mm Front forks for muscular looks and to take care of the extra suspension and braking loads. • Large Ø 260 mm front disc for strong and predictable stopping power. • A unique Auto Switchover feature comes into play incase one of the two Headlamp filaments stops functioning. • A unique Battery Energy Conserving feature ensures a fixed delay after 3 continuous cranks. • All new ‘Blue tinged’ bulbs for the main headlamp and parking lamps. These emit strong ‘White’ light for a distinctive look. • Sleek, Twin row, Light-Emitting Diodes (LEDs) for the tail and brake lamp ensures “Zero Maintenance”. and a long battery life. • Backlit, Non-Contact type, Soft-touch Handlebar Switches. • Self-canceling Indicators that switch off when the turn has been completed and the handlebar comes to a ‘straight ahead’ position with a pre-set automatic switch off function, even if the turn has not been undertaken. • Smooth, positive, virtually friction-free gearshift feel with new shifter assembly, an integrated over-shift preventor, and shift forks with rollers mated to a change drum. • A Low Maintenance Battery with a unique venting valve, drastically reducing electrolyte loss and therefore reducing frequency of routine maintenance. • Black paint theme carried over to the front fork legs, the rear shock absorbers, and the swing arm, in addition to the engine, for deadly looks. • High performance exposed ‘O’ ring Drive chain for running in dusty conditions, providing for clean uncluttered looks and commensurate with the bikes image.

[pic][pic]

|Technical Specifications |
|Engine |Type |4-stroke, DTS-i, Oil cooled |
| |Displacement |198.8 cc |
| |Max Power |18 Ps / 13.25 Kw |
| |Max Torque |1.75 kgm / 17.17 Nm |
| | | |
|Suspension |Front |Telescopic forks 135 mm stroke |
| |Rear |Triple rate spring, 5 way adjustable, gas charged NitroX shock absorbers |
| | | |
|Brakes |Front |260 mm hydraulically operated disc brake |
| |Rear |Mechanically expanding 130 mm drum type |
| | | |
|Tyres |Front |90/90 x 17” Tubeless tyre, shod on aluminium alloy wheels |
| |Rear |120/80 x 17” Tubeless tyre, shod on aluminium alloy wheels |
| | | |
|Fuel Tank |Full |15 Lts ( 2 liters of usable reserve) |
| | | |
|Electricals |System |12V AC + DC |
| |Headlamp |35/35W clear lens type with 2 pilot lamps |
| | | |
|Dimensions |Wheelbase |1345 mm |
| |Weight |145 Kg |

WHAT ARE THE IPR INVOLVED TO PROTECT THE BRAND
PATENT
Technology:
1.DTSi : DTSi stands for Digital Twin Spark Ignition, a Bajaj Auto trademark. The DTSi idea is a simple one to understand - it involved usage of two spark plugs (instead of the usual choice of one) per engine cylinder.
Bajaj Auto holds an Indian patent for the DTSi technology. The Alfa Romeo Twin-Spark engines, the BMW F650 Funduro which was sold in India from 1995 to 1997 also had a twin-spark plug technology, and the Rotax motorcycle engines,more recently Honda's iDSI Vehicle engines use a similar arrangement of two spark-plugs. However very few small capacity engines did eventually implement such a scheme in their production prototypes. This may be the case because the idea was perhaps not observed to yield any significant or noticeable performance benefit that could be justified against the additional investment of an extra spark plug. This may well be the reason behind very few Indian motorcycles offering products based

Bajaj Auto's move to sue TVS comes two days after the Chennai-based company announced plans to roll out its latest 125 cc bike 'Flame' with Controlled Combustion Variable Timing Intelligent (CC-VTi) technology. Bajaj Auto Ltd is planning to sue south Indian rival TVS Motor Co for "infringing" upon intellectual property rights of its patented digital twin spark ignition (DTSi) technology.

| |

“The first is the purpose for which they are doing it (use of twin spark ignition for enhanced performance and better mileage). Secondly, the size (of engine) is same and third, construction of engine is also the same,”

2. ExhausTEC :
Bajaj gets patent for EshausTEC technology .
"The Indian Patent Office granted Bajaj Auto a patent for its 'ExhausTEC' invention vide Patent No 231498 dated March 5, 2009. This grant was published in Patent Gazette, dated March 27, 2009 ExhausTEC stands for Exhaust Torque Expansion Chamber, a Bajaj Auto trademark. The technology involves use of a small chamber connected to the exhaust pipe of the engine to modify the back-pressure and the swirl characteristics, with an aim to improve the low-end performance of the bikes. This was attempted in response to the issue of a reported lack of low-end response in Bajaj's single-cylinder four-stroke engines. The ExhausTEC technology is claimed to be highly effective in improving the overall engine response, especially the low-end torque characteristics. This enhanced performance is claimed to come at no loss of top-end performance or engine smoothness.
Earlier, BAL had applied for patent of this technology in 2004. Later, TVS unveiled a series of new products, which Bajaj alleged of patent infringement of its ExhausTEC technology and served notice to the Chennai-based firm in December, 2007. Bajaj Auto claimed that ExhausTEC significantly improves low- and mid-range torque (tendency of a force to rotate an object about an axis) in a single cylinder four stroke engine, employing a chamber of predetermined volume attached to the exhaust pipe.

TRADEMARK:
1.Bajaj has used its logo as a Trademark. [pic]

2. The way of writing Pulsar in a special font is also a Trademark.

[pic] [pic]

INDUSTRIAL DESIGN

[pic][pic]

1.Sporty look . 2.Muscular Fuel Tank

3.Sleek, lamp Twin row, Light-Emitting Diodes (LEDs) for the tail and brake [pic]

1. www.indiaprwire.com/pressrelease/auto

2. www.2wheelsindia.com/2006/11/new-bajaj-pulsar-200-cc-picsimages

3. www.2wheelsindia.com/2006/12/bajaj-pulsar-200-cc-dtsi

4. www.scribd.com/doc/12751786/Bajaj-Hard-Copy

5. www.vicky.in/straightfrmtheheart/pulsar-200cc-versus-new-karizma