Bajaj Pulsar

By Chirag Chaudasi Rahil Vadodariya

Brand owned by Bajaj Auto in India Developed by • Product engineering division of Bajaj Auto • Japanese design house Tokyo R&D

Before the introduction of the Pulsar, Indian motorcycle market trend was • Fuel efficient • Small capacity motorcycles • 80-125 cc class Except for Enfield Bullet bigger motorcycles with higher capacity did not exist

Bajaj was know for Bajaj Scooters “Hamara Bajaj” Kawasaki Bajaj failed to make a mark

No success in the motorcycle segment where Hero-Honda was the undisputed leader

In 1999 Hero Honda launched CBZ in 150cc

The launch & success of CBZ created a new segment for 150cc Bikes

Bajaj took the cue from there on & launched the Pulsar twins in India on November 24, 2001

2001 The original Pulsar came with • 150 cc or 180 cc • air-cooled • single-cylinder • 1,235 mm wheelbase • single spark plug • four-stroke engine • Disc brake

2003 The second generation Pulsars featured • DTSi technology • Increased power • Increased fuel economy • New headlamp assembly • 1,320 mm wheelbase • Standard twin-tone horn • Trip meter

2005 Bajaj launched another upgrade of the Pulsar • DTSi technology • 17 inch alloy wheels • Stance lowered by 12 mm • Gas-filled Nitrox absorbers • 1,320 mm wheelbase • Power output increased • 15 litres fuel tank

2006 Bajaj introduced another version of Pulsar • Pilot lamps • Flush LCD screen • Twin-stripe LED tail-light assembly • Backlit switches • Non-contact speed sensor • Increased torque • Improved gear box

2007 Bajaj began selling • Pulsar 220 DTS-Fi • Pulsar 200 DTS-I Featuring • Fuel injection • Oil cooled engines • Digital dash • Modern styling

Indian Bike Market (Before Pulsar) Premium Segment

Executive Segment

Economic Segment

• In 1999 Hero Honda created a new segment of 150 cc performance segment with its CBZ • But Pulsar came and gave a new life into the Performance segment • Although not a pioneer, Pulsar made the performance segment one of the fastest growing segment in the two wheeler market

• It was not only the bike's performance that triggered the brand becoming an icon - [USP] • A major part of the success was due to the classic advertising campaign by O&M - [UCP]

The birth of the "Definitely Male " campaign • The new product from Bajaj was distinctly different • Bajaj’s first bike without Kawasaki label. • R&D and design marvel • O&M stuck upon the Big Idea of India's He-Bike • Although lot of bike take the persona of Macho bikes it was more oriented towards being "sexy" • The Big Idea was to position the bike as World's first bike endowed with a Sex ( Gender)

The campaign together with the design and performance catapulted the brand into stratospheric sales level

• Bajaj targeted the 18-24 with Pulsar but later found that the brand appealed to a much older audience • This helped Bajaj to change its target audience to 21-35 years

• Unlike its old ways of doing things, Bajaj did not rest with the laurels • It knew that Pulsar is the golden key to control the entire bike market • Hence Pulsar got undivided attention from the company

Milestones • 2001 : 150cc & 180cc Pulsar • 2003 : DTSi • 2004 & 2005 : Cosmetic changes • 2007 : 200cc & 220cc DTS-Fi

Bajaj reassigns its media duties to two brands O&M and Leo Burnett, every six months

When DTSI was launched, the creative duty was assigned to Leo Burnett which change the brand positioning of "Definitely Male" to "Digital Biking"

Although the ads were successful in conveying the technological superiority of DTSI and making that acronym popular, it deleted the most successful tagline from the brand's elements

The new Pulsar boasts of spruced up engine, new digital console and new style Pulsar is definitely getting better

Pulsar 200 is being launched with a new campaign revolving round the concept of Free Biking Free Biking ( as defined by the brand Pulsar) is all about tackling obstacles According to company officials, its about how you ride rather than where you ride

The Recent ads made by O&M is filmed at Hawana Cuba (expensive) & set to pulsating Arabian music The ad shows how two Pulsar riders discover new route when their main way is blocked by traffic jam

Bajaj is no longer using its blockbuster tagline "Definitely Male" but instead is using the corporate brand tagline " Distinctly Ahead“

Bajaj earlier had another corporate tagline "Inspiring Confidence" when it completely redesigned its corporate logo and brand

“Definitely Male” tagline and positioning has lot of fire with it and except for the initial two campaigns, Pulsar was not able to build on its iconic image We still strongly believe that not using "Definitely Male" is a gross injustice to the brand itself

Bajaj Auto

Hero Honda

2006-07 End

31.7%

48.1%

2007-08 End

28.7%

54.5%

2008-09 (April-June)

26%

57.2%

Suggestions • The hurdles are Recession and Consumer financing in such times • To increase the customer Base of Pulsar company should • Cover more segments • Cut cost & make it more affordable • Launch Pulsar 125cc with the blockbuster positioning of “Definitely male”