Sei sulla pagina 1di 15

BRANDING STRATEGY OF BAJAJ PULSAR DTSi

Click to edit Master subtitle style

SUBMITTED BY SHANTANU

3/18/13

INTRODUCTION
It is India's largest and the world's 4th largest two-

and three-wheeler maker.

Bajaj Auto came into existence on November 29,

1945 as M/s Bachraj Trading Corporation Private Limited. India to manufacture two- and three-wheelers and it went public in 1960.

In 1959, it obtained license from the Government of

3/18/13

PULSAR DTSi
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). showed that there was demand for performance bikes. Pulsar twins in India on November 24, 2001.

The launch and success of Hero Honda CBZ in 1999

Bajaj took the cue from there on and launched the

3/18/13

Technical Specifications of PULSAR DTS-i Engine

Type Displacement Max Power Max Torque Front Rear

4-stroke,DTS-i,Oil cooled 198.8 cc 18 Ps /13.25 Kw 1.75 Kgm /17.17 Nm 260 mm hydraulically operated disc brake Mechanically expanding 130 mm drum type
90/90 x 17 Tubeless tyre, shod on aluminium alloy wheels 120/80 x 17 Tubeless tyre, shod on aluminium alloy wheels 15 Lts ( 2 liters of usable reserve) 12V AC + DC 35/35W clear lens type with 2 pilot lamps 3/18/13

Brakes

Tyres

Front Rear

Fuel Tank Electricals

Full System Headlamp

ADVERTISING STRATEGY
Bajaj used to convey the feeling of Indianness in its

ads.

With a punch line Hamara Bajaj Bajaj drove into

everybodys hearts and the title song of Naye Bharat Ki Naye Tasveer added a great value to its mobikes and scooters. converted to Inspiring Confidence brand ambassadors

But recently, its punch line i.e. Hamara Bajaj got Bajaj is always known for its ads without well-known

3/18/13

Bajaj is always known for its outstanding ads The concept of Definitely Male was well accepted by the people and Bajaj came out with some astonishing ads.

Getting on to his bike, a man gets all set to make a

move. As he puts his helmet on, a message appears on the windshield, 'Partially sunny from 16:37 hrs.'
3/18/13

While the biker cruises through the city, some army men are out for their jog. Just before they cross a road, a zebra crossing ahead and on A youngforms lady talks to them her beau disappears them, while the the phone, while anafter image of his biker her. waits patiently. forms before She switches the

phone off and the image disappears, in time for her to catch a glimpse of the bike Riding on, he spots a child playing with a remote controlled toy. In the next shot the toy turns out to be a roller coaster, with children inside enjoying the ride.
3/18/13

As he takes off his helmet everything turns back to it's usual self. MVO: "Imagine a world as advanced as the new Pulsar DTSi... DTSi came out to be a good one with proper publicity advertisements and that too without any highly paid brand ambassadors A second ad wherein a man is shown performing various stunts on his DTSi Pulsar.

3/18/13

BAJAJ UNVEILS NEW BRAND IDENTITY- NEW LOGO

The "flying B" as it has been named represents style and technology. "Flying B" form denotes speed and open form denotes the transparency. Bajaj has adopted a new brandline of "Inspiring Confidence". The Identity has a fresh new Blue colour. This Blue represents stability and strength of Bajaj.
3/18/13

Targeted at the youth segment The Bajaj Pulsar has been designed and styled as a

mean masculine robust machine .


Sporty Looks Supreme Performance Riding Comfort

3/18/13

WHAT ARE THE IPR INVOLVED TO PATENT : PROTECT THE BRAND


1.DTSi Technology
Bajaj Auto holds an Indian patent for the DTSi technology. DTSi stands for Digital Twin Spark Ignition . It involved usage of two spark plugs (instead of the usual choice of one) per engine cylinder. 2. ExhausTEC Technology "The Indian Patent Office granted Bajaj Auto a patent for its 'ExhausTEC' invention vide Patent No 231498 dated March 5, 2009. Bajaj Auto claimed that ExhausTEC significantly improves low- and mid-range torque in a single cylinder four stroke engine, employing a chamber of predetermined volume 3/18/13

TRADEMARK

3/18/13

INDUSTRIAL DESIGN

3/18/13

REFERENCES
www.indiaprwire.com/pressrelease/auto www.2wheelsindia.com/2006/11/new-bajaj-pulsar-

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

-dtsi

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

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

3/18/13

THANK YOU

3/18/13