Branding of Bajaj Pulsar

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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.

Birth of the Brand- Pulsar


Bajaj Auto launched its latest offering in the premium bike segment Pulsar - the street sports bike in Mumbai on 23 November, 2001. It was available in two different engine specifications that is the 150cc & 180cc.


Over the following three months the vehicle was launched across the country. Developed by the Product Engineering division of Bajaj Auto Ltd. in association with the renowned Japanese design house Tokyo R&D, Pulsar was the first bike to be marketed under Bajaj brand.


innovations


Bajaj Pulsar 150cc & 180cc


Bajaj Pulsar 150cc & 180cc DTSi


Bajaj Pulsar 150cc & 180cc DTSi
with alloy wheels


Bajaj Pulsar 180cc Black Edition


Bajaj Pulsar 150cc & 180cc DTSi with alloy wheels and digital meters


Bajaj Pulsar 220cc (yet to be launched)



Competitors


As compared to just a single competitor, Hero Honda CBZ at the time of the launch, there were few more bikes for competition with the Bajaj Pulsar.


These included TVS Apache, New CBZ, Honda Unicorn, Hero Honda Karizma. Bajaj with its innovativeness and new strategies was able to get the market share yet again with out much difficulties. People were more interested in buying the new variants of Pulsar rather than buying a newly launched bike.



Repositioning of Pulsar
We as Brand Managers would try to further increase the market share.
We would firstly reposition the Bajaj Pulsar into a unexplored category up till now. We would male it a corporate bike, which could be used by the young & budding corporate.


The looks would be change to give it a more corporate look rather than the usual youth look.
Brand Ambassador


Unlike Hero Honda & Yamaha, the Bajaj Pulsar lacks the power of a Brand Ambassador.
We would sign up a young and famous individual who would help people to identify the Bajaj Pulsar with them. The brand ambassador could be someone like Abhisek Bachan.


Building the Brand by:

Sponsorship -
We would sponsor few Corporate events such as The Economic Times Awards and others, so as to introduce our Bikes in the corporate category.


Advertisement-
In order to launch the Corporate edition of the BAJAJ PULSAR, we would advertise the product by giving the following advertisements on television. And we wud show the adds during the world cup matches so that a large no of people across thec ountry are aware of it


Story Board of our ad
A man is shown sitting in a car, all tensed as there is lot of traffic. He is constantly looking at his watch and feeling helpless. At the same moment a Bike comes from behind and cuts through the traffic, the bike passes besides the car in which the first man is sitting.


Later when the first man reaches the office he comes to know that his colleague has just got the promotion because of reaching the office always on time. In the end, the bike is shown to be parked besides the same car and then a male voice over says “Definitely Corporate”



For Print Media
We would advertise in the leading newspapers such as The Economic Times & Times Of India by showing the following:


A man standing besides a Car but unhappy and another man is shown standing besides the new Bajaj Pulsar and shown to be very happy. Below it is written “ THE CHOICE IS YOURS”.


 
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