A Study On Sales Promotion at Bajaj

A STUDY ON SALES PROMOTION
St.marys Integrarted Campus
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INTRODUCTION
SALES PROMOTION
Broadly speaking promotion means to push forward or to advance

an idea in such a way to gain its acceptance and approval. Promotion is
any communicative activity whose main object is to move forwards the
product, service or idea in a channel of distribution.
It is an effort by the marketer to inform and persuade buyers to

accept, resell, recommend and use the article, service or idea which is
being promoted.
Promotion is a form of communication with an
additional element of persuasion.
The promotional activity always
attempts to affect knowledge, attitudes preferences and behaviours of the

recipients i.e. buyers. The element of persuasion to accept ideas, product,
services, etc is the heart of promotion.
In any exchange activity, communication is absolutely necessary.

You may have the best product, package and so on. It may have fair
price. But people will not buy your product, if they have never heard of
it, and they are simply unaware of its existence.
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The marketer must communicate to his prospective buyer and

provide adequate information in a persuasive language. People must
know that the right product is available at the right place and at the right
price; this is the job of promotion in marketing
STATEMENT OF THE PROBLEM
The research problem selected for the analysis entitled sales promotion
by Bajaj Company at Vardha enterprise Bangalore. This topic is selected
because Bajaj Discover is one of the largest selling two wheeler in India
and to know the strength and weakness of this two wheeler.
SCOPE OF STUDY
The area of is limited to the segment selected within the town of
Hyderabad, Telengana. Further scope is narrowed down only to the study
of the identified segments.
OBJECTIVES OF THE STUDY
To measure how the customer preserves company performance

against men requirements comparing that of competitors.
To study consumer preference with respect to sales promotion
To understand the effectiveness of sales promotion
To make the necessary product, services or organizational changes to

achieve the ideal level of service.
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To make necessary suggestions based on the
findings.
METHODOLOGY OF THE STUDY
TYPE OF RESEARCH
The present study is diagnostic descriptive type of research, which focus
on sales promotion by Bajaj Auto ltd
TOOLS OF DATA COLLECTION

The information relevant for the study is drawn from secondary data
which alone is not sufficient primary data is collected through to conduct
the study successfully.
METHODS OF DATA COLLECTION
Primary data
The primary data used for the purpose of preparing questioner and
distributing it to the customers of the Bajaj Discover.
.
Secondary data
Secondary data was collected by the following means:
Refers of newspaper
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Magazines
Website
Various types of advertisements
LIMITATIONS OF THE STUDY
The research does not cover the whole market of Telengana
The bias of the respondents may pose as a limitation of the study.
The sample size was confined to hundred respondents keeping in

view time and cost constraints.
The survey was conducted only in urban sectors respondents.
Thus it cannot be generalized.

Due to constraints in depth research work could not be carried
out.
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REVIEW OF LITERATURE
What is Promotion?
Promotion is a process of marketing communication involving

information, persuasion and influence.
Promotion has three specific
purposes. It communicates marketing information to consumer, users

and resellers.
Promotion persuades and convinces the buyer and enters into
consumer behaviour.
Promotional efforts act as a powerful tool of
competition providing the cutting edge of its entire marketing

programme.
Marketers have adopted a communication view of their firms
promotional activities. Receiver is now regarded as an active participant in
the process of communication. All marketing communications must be
planned as part of the total system, not as independent pieces.
communication or promotion mixes four ingredients are:
Advertising
Publicity
Personal selling
All forms of sales promotion
PLANNING PROMOTIONS TO BENEFIT THE CONSUMER:
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The
Promotions, which deliver value, will go a long

way in building customer franchise; marketers must work out different
promotions to attract various kinds of customers. Make use of loss of
more for less to attract the promise could buyer who switch brands
frequently, here the opportunity of getting a bargain will prove to be a
source of value for the customer.
Reward the regular buyers with a lower price during certain

months of the year; here the marketer must make effort to convey that
there few promotion offers are exclusively meant for their regular buyers
only. Offer lesser prices and communicate a feeling of protecting them
against inflation, this gesture will ensure that the consumers will
remember the value of getting the same for a lower price especially when
the value of money is corded by rising prices .
When prospective consumers are postponing their purchase

decision especially seen in the core of consumer durables promotions in
the form of discounts, freebies etc. could motivate them to take the
decisions more quickly.
Objectives of Sales Promotion
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You have learnt that the main objective of sales

promotion is to increase sales. However, there are also some other
objectives of sales promotion. The objectives are:
i. To introduce new products
ii. To attract new customers and retain the existing ones
iii. To maintain sales of seasonal products
iv. To meet the challenge of competition
Let us learn about these objectives in details.
(i) To introduce new products: Have you ever heard about
distribution of free samples? Perhaps you know that many companies
distribute free samples while introducing new products. The consumers
after using these free samples may develop a taste for it and buy the
products later for consumption.
(ii) To attract new customers and retain the existing ones:

Sales promotion measures help to attract or create new customers for the
products. While moving in the market, customers are generally attracted
towards the product that offers discount, gift, prize, etc on buying. These
are some of the tools used to encourage the customers to buy the goods.
Thus, it helps to retain the existing customers, and at the same time it also
attracts some new customers to buy the product.
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(iii) To maintain sales of seasonal products:

There are some products like air conditioner, fan, refrigerator, cooler,
winter clothes, room heater, sunscreen lotion, glycerine soap etc., which
are used only in particular seasons.
To maintain the sale of these types of products normally the
manufacturers and dealers give off-season discount. For example, you can
buy air conditioner in winter at a reduced price. Similarly you may get
discount on winter clothes during summer.
(iv) To meet the challenge of competition: Todays business faces

competition all the time. New products frequently come to the market and at
the same time improvement also takes place. So sales promotion measures
have become essential to retain the market share of the seller or producer in
the product-market
Tools of Sales Promotion

To increase the sale of any product manufactures or producers adopt
different measures like sample, gift, bonus, and many more. These are
known as tools or techniques or methods of sales promotion. Let us
know more about some of the commonly used tools of sales promotion.
(i) Free samples: You might have received free samples of shampoo,
washing powder, coffee powder, etc. while purchasing various items
from the market. Sometimes these free samples are also distributed by
the shopkeeper even without purchasing any item from his shop. These
are distributed to attract consumers to try out a new product and thereby
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create new customers. Some businessmen distribute

samples among selected
persons in order to popularize the product. For example, in the

case
of
medicine
free
samples
are
distributed
among
physicians, in the case of textbooks, specimen copies are

distributed among teachers.
(ii) Premium or Bonus offer: A milk shaker along with Nescafe, mug
with Bourn vita, toothbrush with 500 grams of toothpaste, 30% extra in
a pack of one kg. are the examples of premium or bonus given free with
the purchase of a product. They are effective in inducing consumers to
buy a particular product. This is also useful for encouraging and
rewarding existing customers.
(iii) Exchange schemes: It refers to offering exchange of old

product for a new product at a price less than the original price of the
product. This is useful for drawing attention to product improvement.
Bring your old mixer-cum-juicer and exchange it for a new one just by
paying Rs.500 or exchange your black and white television with a
colour television are various popular examples of exchange scheme.
(iv) Price-off offer: Under this offer, products are sold at a price
lower than the original prices. 2 off on purchase of a lifebuoy soap, Rs.
15 off on a pack of 250 grams of Taj Mahal tea, Rs. 1000 off on cooler
etc. are some of the common schemes. This type of scheme is designed
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to boost up sales in off-season and sometimes while

introducing a new product in the market.
(v) Coupons: Sometimes, coupons are issued by manufacturers either

in the packet of a product or through an advertisement printed in the
newspaper or magazine or through mail.
These coupons can be
presented to the retailer while buying the product. The holder of the
coupon gets the product at a discount. For example, you might have
come across coupons like, show this and get Rs. 15 off on purchase of 5
kg. of Annapurna Atta. The reduced price under this scheme attracts the
attention of the prospective customers towards new or improved
products.
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HISTORY
OF
INDIAN
TWOWHEELER
INDUSTRY
India is the second largest manufacturer and producer of two
wheelers in the world. It stands next only to Japan and China in terms of
the numbers of two-wheelers produced and domestic sales respectively.
This distinction was achieved due to variety of reasons like restrictive
policy followed by the Government of India towards the passenger car
industry, rising demand for personal transport. Inefficiency in the public
transportation system etc;
The Indian two wheeler industry made a small beginning in the
early 50s when automobile products of India (API) started manufacturing
scooters in the country. Until 1958, API and Enfield were the sole
producers.
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In1948. Bajaj Auto began trading in imported Vespa scooters and

three wheelers. Finally, in 1960, it setup a shop to manufacture them in
technical collaboration with Piaggio of Italy.
In the initial stages the scooter segment was dominated by API: it was
later overtaken by Bajaj Auto. Although various government and private
enterprises entered the fray for scooters, the only new player that has
lasted till today is LML.
The motorcycles segment was no different, with only three
manufactures viz Enfield, Ideal Jawa and escorts. While Enfield bullet
was a four stroke bike, Jawa and the Rajdoot were two-stroke bikes. The
motorcycle segment was initially dominated by Enfield 350 cc bikes and
Escorts 175 cc bike.
The two wheeler market was opened to foreign competition in the
mid-80s. And the then market leaders-Escorts and Enfield- were caught
unaware by the onslaught of the 100cc bikes of the four Indo Japanese
joint ventures. With the availability of fuel efficient low power bikes,
demand swelled, resulting in Hero Honda then the only producer of four
stroke bikes (100cc category), gaining a top slot.
The first Japanese motorcycles were introduced in the early
eighties. TVS Suzuki and Hero Honda brought in the first two-stroke and
four-stroke engine motorcycles respectively. These two players initially
started with assembly of CKD kits, and later on progressed to indigenous
manufacturing. In the 90s the major growth for motorcycle segment was
brought in by Japanese motorcycled, which grew at a rate of nearly 25 %
CAGR in the last five years.
The industry had a smooth ride in the 50s, 60s and 70s when the
Government prohibited new entries and strictly controlled capacity
expansion. The industry saw a sudden growth in the 80s. The industry
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witnessed a steady growth of 14 % leading to a peak

volume of 1.9 vehicles in 1990.
The entry of Kinetic Honda in mid eighties with a variomatic
scooter helped in providing ease of use to the scooter owners. This helped
in inducing youngsters and working women, towards buying scooters,
who were earlier, inclined towards moped purchases. In the 90s, this
trend was reversed with the introduction of scooters, In line with this; the
scooter segment has consistently lost its Part of the market share in two
wheeler market.
In 1990, the entire automobile industry saw a drastic fall in
demand. This resulted in a decline of 15% in 1991 and 8% in 1992,
resulting in a production loss of 0.4mn vehicles. Barring Hero Honda, all
the major producers suffered from recession in FY93 and FY94. Hero
Honda, showed a marginal decline in 1992.
The reasons for recession in the sector were the incessant rise in fuel
prices, high input costs and reduced purchasing power due to significant
rise in general price level and credit crunch in consumer financing.
Factors like increased production in 1992, due to new entrants coupled
with the recession in the industry resulted in company either reporting
losses or a fall in profits.
THE MAJOR PLAYERS IN THE INDUSTRY:

1. Honda
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2.
3.
4.
5.
Bajaj Auto
Yamaha India
Hero
TVS Suzuki
HONDA MOTORCYCLES
Honda Motorcycle & Scooter India Pvt. Ltd (HMSI) is a fully owned
subsidiary of Honda Motor Company Limited, Japan. Honda is the
world's largest manufacturer of two wheelers. Set up in 1999, it was the
fourth Honda automotive venture in India, after Hero Honda, Kinetic
Honda Motor Ltd and Honda Siel Cars India Limited. Headquarters of
the company are located at Gurgaon in Haryana state of India. In
December 2002, HMSI got ISO 14001 certification
Honda Brands
Honda Aviator
Honda Activa
Honda Dio
Honda Unicorn
Honda Shine
Bajaj Auto: Bajaj is currently India's largest two and three-wheeler
manufacturer and one of the biggest in the world.

Bajaj bikes available in the market;
Pulsar
Platina
Discover
XCD
Avenger
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Yamaha Motors:
It is joint venture Company formed by the alliance of Escorts limited.
The flagship company of the Rs. 3600 crores Escorts group a major in the
engineering industry with 19 plants employing 20,000 people in India
including two wheeler business and Yamaha motor co Ltd; Japan, with
Rs. 26,400 crores (Us$7.33 billion) is the global giant in two wheelers
with 60 factories in 45 countries.
bikes available in the market
Yamaha R15
Yamaha FZ 150
Yamaha Fazer
YBR125
HERO:
Hero is the Fourth company to enter the Indian market in the 100 cc
class bikes and it has a four stroke engine having a fuel efficiency
advantage over the three bikes.
Fill it, shut it, forget it, is the heart of the advertisement message of
Hero.
Hero is at present running the loose motor cycle market having a

market share of 60%.
Hero bikes available in the market;
Karizma
CBZ Extreme
Splendor
Pleasure
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Passion
Hunk
TVS MOTORS:
TVS Suzuki, a leading two wheeler company began with the vision of
founder of the Sundaram Clayton Group, the late T.V. SHRINIVASAN to design, develop and produce an affordable moped for the Indian
family.
TVS holds a major part of the share in the automobile market in India.
bikes available in the market
Gixer
Apache
Jive
Victor
Scooty pep
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COMPANY PROFILE
The Bajaj Group came into existence by Jamnalal Bajaj, founder of
the Bajaj Group, during the turmoil and the heady euphoria of India's
freedom
struggle.
The
integrity,
dedication,
resourcefulness
and
determination to succeed which are characteristic of the company today, are

often traced back to its birth during those long days of relentless devotion to
a common cause.
Kamalnayan, the eldest son OF Jamnalal Bajaj, succeeded his father in
1942, at the age of twenty-seven. Putting the Nation before business, he
devoted himself to the latter only after India achieved independence in
1947. But when he did so, he put his heart and soul into it. Within a short
while, he not only consolidated the Group, but also diversified into various
manufacturing activities, elevating the Group to the status it enjoys till this
day.
Rahul Bajaj today heads the Group. He has been the Chief
Executive Officer of Bajaj since 1968 and is recognized as one of the most
outstanding business leaders in India. As dynamic and ambitious as
his illustrious predecessors, he has been recognized for his achievements
at various national and international firms.
Bajaj is currently India's largest two and three-wheeler manufacturer
and one of the biggest in the world. Bajaj has long left behind its annual
turnover of Rs. 72 million (1968), to currently register an impressive
figure of Rs. 42.16 billion (US $936 million).
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Established in 1945, Bajaj Auto ltd. was incorporated

as a trading company. Till 1959, they imported scooters and threewheelers from Italy and sold them in India. The company got a
production license in the year 1959 and fastened the technical
collaboration with Italian PIAGGIO in 1960.
The company started producing scooters in the year 1961 and

followed three-wheelers production in 1962. Its collaboration with
Piaggio expired in 1971 and since then, their scooters and three-wheelers
are being sold with the brand name BAJAJ. Maharashtra Scooters Ltd.,
a company with 24% equity participation BY THE COMPANY AND
27% PARTICIPATION FROM Maharashtra State Governments Western
Maharashtra Development Corp. was formed in the year 1975 under the
Horizontal transfer of technology policy.
The first production unit is located at Satara, Maharashtra. The
unit continues to collect scooters from CKDs supplied by the company.
These scooters are marketed through the companys distribution network
and under the companys brand name. In 1984, the second production
plant was set up at Aurangabad, Maharashtra. This plant started scooter
production in 1986, three-wheeler production in 1987 and scooterettes
and motorcycle facilities were commissioned in 1990 & 1991
respectively.
Today the company has become a market leader with annual
production In excess of 1.35 million units which was about 4000 units in
1961. These days Baja Auto Lt. has started offering products in all
segments (mopeds, scooters, motor cycles, three wheelers).
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GROUP OF COMPANIES:
Group comprises of 27 companies and was founded in the year 1926. The
important companies in the group are:-
Bajaj Auto Ltd.,
2 and 3 wheelers
Maharashtra Scooters
2 wheelers
Bajaj Auto Finance Ltd.,
Finance Company
Mukund Ltd.,
Steel
Bajaj Hindustan Ltd.,
Sugar, Industrial Alcohol
Bajaj Electrical Ltd.,
Magnetos, Lamps, Fans and
other
Electrical Appliances.
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PRODUCT LINE DEVELOPMENT:
Nov 29, 1945
Bajaj Auto comes into existence as
M/s. Bachraj
Trading corporation Private Limited.
1948
Sales in India commence by importing

two and three wheelers.
1959 -1960
Bajaj Auto becomes a public limited
company.
Bhooms Pooja of Akrudi Plant.
1960-1970
1971
Bajaj Auto rolls out 100000th vehicle.
The three wheeler goods carrier is
introduced.
1972
: The Bajaj Chetak is introduced.
1976
: The Bajaj Super is introduced.
1976-1977
Bajaj Auto achieves production and
sale of
100000 Vehicles in single financial
year.
1077
Rear engine Auto Rickshaw is
introduced.
1981
: The Bajaj M-50 is introduced.
1985
Production commences at Valley,
Aurangabad
in a record time of 16 months
1986-1987
: The Bajaj M-80 and Kawasaki Bajaj
KB100
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Motorcycles are
introduced. 500000
vehicles produced and sold in a
single financial year.
1990
1991
The Bajaj Sunny is introduced.

The Kawasaki Bajaj 4S
Champion is
introduced.
1994
1994-1995
The Bajaj Classic is introduced.

One million more vehicles
produced
and sold in this financial year.
1995
Agreements signed with Kubota
The Kawasaki Bajaj Boxer and the
of Japan
1997
R.E. diesel Auto Rickshaw are

introduced
1998
June 7 th Kawasaki Bajaj Caliber
Roll
out of waluj.
Oct 1998
1999
Spirit Launched.
Caliber motorcycle notches up
100,000
sales in record time of 12 months.
2000
2004
The Bajaj Safire is introduced.

:
Boxer, Introduced pulsar 150 and
180
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2006
Discover DTS-I
and pulsar DTS-i

2007-08
Pulsar 200 cc DTS-I, Pulsar 220 cc-
DTS
XCD 135 DTS-si,
2008-09
2009-10
New Variants of Pulsar introduced

New model of Pulsar Pulsar 135
is
20012-13
New Pulsar 200 cc DTS-I, Pulsar
220 cc
2015-
Introduced
:
Pulsar RS 200, Pulsar AS 200,
Pulsar AS 150
AWARDS:
Bajaj has several national and international awards in recognition to their
corporate excellence. Here are some significant milestones.
ISO 9002 certificate awarded by the bureau verities quality international
(BVQI) to the moped & motor cycle.
ISO 14001 certificate awarded by the bureau verities quality international
(BVQI) to the moped &motor cycle.
ISO 9001 certificate awarded to the Akrudi plant by the (BVQI) in 1997.
Best productivity performance awarded for the automobile industry
(1992-94) awarded by National productivity council.
Export excellence trophy (1993-94) awarded by the engineering export

promotion council.
National awarded for outstanding export performance (1994-95) awarded
by the ministry of commerce, Government of India.
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In April 2 2009 Bajaj Auto has been granted for the patent
for its Exhaus TEC invention
GLOBAL PRESENCE
Distribution network covers 50 countries

250,204 units exported in 2005-06
Dominant presence in Sri Lanka, Colombia, Bangladesh, Mexico, Central
America, Peru and Egypt.

Largest exporter of three-wheelers; over 75,297 units exported in 200506.
ACCOMPLISHMENTS
Bajaj Auto continued to be Indias largest exporter of two and three
wheelers, during 2005-06, it exported 250,204 two and threewheelers---- which represented a growth of27 percent over 2004-05.
Experts now constitute 11 percent in volume terms and 12 percent of its
value of net sales.
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PRODUCT PROFILE
BAJAJ PULSAR:
Pulsar - the great Bajaj Pulsar has the reliable technology and superior
parts, it keeps going on and on, in the harshest road of all life. Pulsar is
the bike manufactured by Bajaj which gives the good mileage and it is
stylish bike. It is all set to redefine existing standards with its looks and
new riding experience. And to top it all, an unbelievable mileage and
performances standards that you can only expect from Bajaj Pulsar.
The Pulsar is a tough and sleek 4 stroke machine. Crafted with the best
of Bajajs companies worldwide technology. Each part, right from the
engine to the body frame is designed to withstand the rough and tough
conditions. Be it in the streets or on the highway. PULSAR is not the
ordinary bike; it comes as a big surprise. To those who name resigned to
the fact that present full size bike do not satisfy their basic needs of riding
comfort, loading capacity and better fuel efficiency, PULSAR is a big
surprise as it has got.
Generation next technology included in the package of the equipments of
this high flying bike is the revolutionary digital biking. Digital biking is
the combination of various advanced systems like digital CDI, TRICS lll
and Digital Twin Spark ignition (DTSi).
Its highly masculine outlook with sporty, dashing structure gives the
complete satisfaction of dare riding. Bajaj Pulsar enables its rider to
tackle the situation of overcrowded street due to the presence of 17 alloy
wheels with 1330 mm wheelbase.
Its comfort statement includes front telescopic suspension, Nitro X
Nitrogen assisted rear gas shockers with triple rated spring. Due to these
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comfort features, this bike is highly accommodative in

any terrain.
Feeling of proper riding is provided by different high end features like

improved clutch, cylinder head with Roller Rocker Arms, optimized
intake and exhaust systems & new valve timings. Its advanced exhaust
TEC (Torque Expansion Chamber) technology ensures the higher
performance at lower rpm.
PULSAR 180 DTS-i

This bike comes with the power of 16.5 bhp (12.28 kW) @ 8000
rpm and torque of 15.22 Nm @ 6000 rpm. Its engine capacity is 180 cc.
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Bajaj Pulsar 180 DTSi gives superior performance, has a great line-up of
standard equipments and overall looks good too. This is one of the most
visible motorcycles on Indian roads. The alternatives for this bike are HH
Hunk/CBZ Xtreme/Achiever, TVS Apache RTR, Honda Unicon.
Bajaj Pulsar Bajaj Pulsar 180 DTS-i Technical Specifications:
Engine
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Type
Air-cooled, 4-stroke DTSi
Displacement (cc)
178.66 cc
Maximum Power
17.02 @ 8500 rpm
Maximum Torque
14.22 Nm @ 6500 rpm
Dimensions:
Wheelbase (mm)
1345
Kerb Weight (Kgs)
147
Suspension:
Front
Telescopic,
130
mm
stroke
Rear
Triple rated spring, 5 way

adjustable with 101 mm
travel
Nitro
absorbers
Brakes:
Front Disc
260 mm Disc
Rear Drum
130 mm Drum
Tyres:
Front
90/90 x 17 Tube
Rear
120/90 x 17 Tube
Electricals:
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shock
Battery
Head
12V Full DC
Lamp
(Low/High
Beam Watts)
35W / 35W with 2 Pilot

Lamps
Fuel:
Tank Capacity
15 Litres
Reserve
3.2
Litres
(2
Litres
Usable)
PULSAR 150 DTS-i

Its engine delivers maximum output of 13.5 bhp (9.94 kW) @ 8000 rpm
and performance of 12.28 Nm @ 6500 rpm. Its engine capacity is 150 cc.
The Bajaj Pulsar is the first bike in India which came in direct
competition with the Hero Honda CBZ. Later Bajaj introduced Pulsar
150 cc DTS-I with digital twin spark ignition and till today Pulsar is one
of the most sought after bike in the 150 cc segment. It has definitely won
over other bikes, but let us justifies its triumph.
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The engineers at Bajaj realized the fact that there is no beauty and only
brawn; it is not going to sell in the Indian market. Claimed to be designed
and developed in Japan, this bike does have a head turning looks. The
most noticeable feature of this bike is the tank. Big tanks give a big bike
feel, and when Pulsar was introduced, it had one of the biggest tanks in
India.
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Engine
The new Pulsar's 150cc engine delivers a power output of
13.10bhp at 8000 rpm. It has a wonderful pickup clocking 0-60kmph in
5.66 seconds. It produces a maximum torque of 12.28 Nm @ 6500 rpm.
The Pulsar engine remains relatively smooth but when pushed hard it
does lose some of its smoothness. Also at low speed and at low
momentum the Pulsar engine does feel a bit lumpy. Compared to the
other 150-160 cc bikes, the Pulsar 150 DTSi can be described as the
"Jack of all trades" that doesn't quite excel in any particular parameter but
has
lot
of
decent
features.
As part of its 2009 pulsar series, Bajaj has added few new features
to its flagship product pulsar 150cc. The new pulsar 150cc gets tank
scoops borrowed from the pulsar 200cc. The decals on the tank are large
and stylish. It also gets full black theme - from engine to alloy wheels to
shock absorber. Pulsar 150cc also gets a powerful headlamp which now
gets power directly from the battery. However the engine remains
unchanged, the transmission is slick and precise. Heel and toe lever gives
pulsar 150cc an attractive look. But the rattles and squeaks are still not
sorted which will be quite evident in any test ride. The headlight comes
with city lights or tell-tale lights which are a value addition to its looks.
Riding position on the Pulsar 150 DTSi is much sportier as compared to
other bikes. The quality of the ride is the best among the 150 cc bikes,
thanks to its plush shock absorbers. Even the handling is not too bad on
the 150 Pulsar DTSi, except that the shock absorbers are set to pamper
your back rather than attacking the race tracks. The clutch works
perfectly but the gearbox still needs a bit of improvement.
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PULSAR 135 DTS-i

Bajaj Pulsars another commuter variant to have graced the Indian tarmac
is the elegant 135 cc four valve DTS-i engine and being a light sports
bike, it has both the power and agility to let you weave your way through
the city traffic, effortlessly
Stylish petrol tank flap along with air scoop

New silencer with ExhausTEC technology
Split seat that provides better sitting space
Is very light weight
Delivers the maximum power of 13.5 PS
Constant velocity carburetor
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Bajaj Pulsar 135LS Specifications:

Engine
4 stroke, air cooled, 4-valve, single cylinder,
Type
Displacement (cc)
Max. Power (Ps @
RPM)
Max. Torque (Nm @
RPM)
Starting
Suspension
SOHC, DTS-i
134.66cc
13.5 @ 9000 rpm
11.4 @ 7500
Kick + Self start
Telescopic Front Fork with antifriction bush
Front
(Stroke 130)
Trailing arm with Co Axial Hydraulic cum Gas
Rear
filled adjustable Shock Absorbers and Triple

rate Coil Spring
Brakes
Front
Rear
Tyre
Disc (Diameter 240 mm)

Drum (Diameter 130 mm)
Front & Wheel Size

Rear & Wheel Size
Fuel Tank
Total
litres
Tubetype Unidirectional 2.75 x 17 & 1.4 X

17, 5 Spoke Alloy
Tubetype Unidirectional 100 / 90 x 17 &
2.15 X 17, 5 Spoke Alloy
Capacity
(reserve, usable)
Electricals
System
Headlamp
Reserve : 2.5 litres (1.6 litres usable)
(Low/High
35/35 W with 2 pilot lamps
Beam-
Watts)
Dimensions
Wheelbase
Ground clearance
Kerb Weight
Key Features
Auto Choke
Clip-on handle bar
12 V Full DC
1325 (mm)
170 mm
122 Kg
Yes
Yes
Page 35
litres,
Speedometer
Tachometer
Fuel gauge
Tripmeter
Wheel type
Digital
Digital type with analog display
Digital
Digital
Alloy
PULSAR 220 DTS-Fi

Bajaj Motors launches the yet another variant called Pulsar DTS-Fi. It
has the worlds first 4 stroke digital twin spark fuel injected engine of
220 cc. This ravishing variant has a unique digital speedometer along
with engine malfunction indicator which would convey any malfunction
to the user. Pulsar 220 DTS-Fi is the Indias first bike to deliver a high
wattage of H7, 55W of light that ensures the constant illumination at all
times. Other salient features are as follows:
Bajaj Pulsar Bajaj Pulsar 220 DTS-i Technical Specifications:
Engine:
Type
Air-cooled,
Single Cylinder
Page 36
4-stroke
Displacement (cc)
220 cc
Valve Per Cylinder
Carburettor
UCAL UCD 32
Maximum Power
21.04 @ 8500 rpm
Maximum Torque
19.12 Nm @ 7000 rpm
Bore x Stroke (mm)
67 x 62.4
Compression Ratio
9.5 : 1
Staring
Electric
Transmission:
Clutch
Wet Multiplate
No. Of Gears
Gear Shift Pattern:
1-down, 4-up
Chassis:
Type
Double
Cradle
Tube
Dimensions:
Wheelbase (mm)
1350
Height (mm)
1165
Length (mm)
2035
Width (mm)
750
Ground Clearance (mm)
165
Saddle Height (mm)
795
Page 37
Down
Kerb Weight (Kgs)
150
Suspension:
Front
Telescopic,
130
mm
stroke
Rear
Nitrox, with 90mm travel
Brakes:
Front Disc
260 mm Disc
Rear Disc
230 mm Drum
Tyres:
Front
90/90 x 17 Tubeless
Rear
120/80 x 17 Tubeless
Electricals:
Battery
12V, 9 Ah, Full DC
Head Lamp Low
Projector Lamp, 55W
Head Lamp High
Ellipsoidal Lamp, 55W
Tail / Stop Lamp
LED Type
Page 38
UPCOMING MODELS OF BAJAJ PULSAR

BAJAJ PULSAR 200 DTS I
Its unlike any motorcycle youve ever seen before. Sleek yet powerful,
the new PULSAR 200 comes loaded with lots of features: , stylish fuel
tank,
classy
panel
The easy riding and fine handling makes the new PULSAR 200 IS the
ultimate in pleasure commuting. With spacious seating, long stroke front and rear suspension and powerful brakes, it makes riding on both
city streets and highways more enjoyable than ever. This model aims on
catching the attraction of the young generation .
Dual disc brakes
Page 39
Powerful 220 cc engine
Fuel injection technology
Page 40
Table No. 1:Table showing the percentage of age Group of Respondent
AGE GROUP
NO.OF
RESPONDENTS
PRECENTAG
E
Less than 18
08
16%
18-25
14
28%
25-35
18
36%
35-45
10
20%
TOTAL
50
100%
Page 41
Graph No. 1:Graph showing the percentage of Age group of Respondents
Age group
40
36
35
p
e
r
c
e
n
t
a
g
e
30
28
25
20
Column1
20
Column2
16
Column3
15
Column4
10
5
0
Less than 18
18-25
25-35
35-45
Analysis:- Consumption of Bajaj bikes with the varies of age of person.

Perception on consumer at Bajaj bikes. The above table given the age
profile of respondents accordingly responders mostly represent. The age
group of 25-35(36%).
Page 42
Table No.2:Table showing the percentage of Employ Qualification.
QUALIFICATIO
N
NO.OF
RESPONDENTS
PERCENTAGE
Under graduate
18%
Graduate
22
44%
Post Graduate
11
22%
Other
08
16%
Total
50
100%
Page 43
Graph No. 2:Graph showing the percentage of Employee Qualification.
Qualification status
45
44
40
P
e
r
c
e
n
t
a
g
e
35
30
20
Column1
22
25
18
Column2
Column3
16
Column4
15
10
5
0
Under graduate Graduate
Post graduate
Other
Analysis: - The above table has given the information about the
qualification of respondents. In that 18% of people are under graduate,
44%graduate, 22% post graduate and 16% others.
Page 44
Table No.3:Table showing percentage of Average monthly income of respondents.
INCOME
NO.OF
RESPONDENTS
PERCENTAGE
Less than 10,000
05
10%
10,000-20,000
16
32%
20,000-30,000
18
36%
More than 30,000
11
22%
TOTAL
50
100%
Page 45
Graph No.3:Graph showing percentage of monthly income of Respondents.
P
e
r
c
e
n
t
a
g
e
40
35
30
25
20
15
10
5
0
36
32
22
10
Column1
Column2
Column3
Column4
Monthly Income
Analysis:- The above table given the average monthly income of

respondents 10% of the people income group fall under less than Rs.10,000,
32% of the people income group fall between Rs. 10,000-20,000, 36% of
the people income group fall between Rs. 20,000-30,000 and 26% of the
people fall under the income group of more than 30,000.
Page 46
Table No.4:Table showing the best way of sales and Promotion.
PARTICULARS
NO.OF RESPONDENTS
PERCENTAGE
Advertisement
12
24%
Sales and promotion
16
32%
Person
to
communication
14
28%
Personal selling
08
16%
TOTAL
50
100%
person
Page 47
Graph No.4:Graph showing the best way of sales and promotion
P
e
r
c
e
n
t
a
g
e
35
30
25
20
15
10
5
0
32
24
28
16
Column1
Column2
Column3
Column4
SALES AND DISTRIBUTION
Analysis: - In the above table we can see the types of source by which the
respondents came to know about the bajaj Motors. In that 24% respondents
came to know from advertisement, 32% from sales and distribution, 28%
from Person to person communication and 16% of the respondents came to
know from personal selling.
Page 48
Table No.5:Table showing the percentage of promotion Methods.
PARTICULARS
NO.OF
RESPONDENTS
PERCENTAGE
Dealer
13
26%
Promotion channel
16
32%
Personal selling
11
22%
Advertisement
10
20%
TOTAL
50
100%
Page 49
Graph No.5:The graph showing the different promotion methods.
32
P
E
R
C
E
N
T
A
G
E
35
30
25
20
15
10
5
0
26
22 20
Column1
Column4
Column3
Column2
Column1
DISTRIBUTION METHODS
Analysis:-The above table gives the information that the 26%of people
choose the Panache Motor because of Distribution method of Dealer, 32%
because of distribution channel, 22% because of personal selling and the
20% of people choose the Panache Motor because of Advertisement.
Page 50
Column2
Column3
Column4
Table no.6:Table showing the Advertisement best way Bajaj Follows.
PARTICULARS
NO.OF
RESPONDENTS
PERCENTAGE
Newspaper
08
16%
Television
19
38%
Magazine
13
26%
Sing boards
10
20%
TOTAL
50
100%
Page 51
Graph No.6:Graph showing the best way of promotion
Sales
20
16
Newspaper
Television
26
Magazine
38
Sing boards
Analysis:- From the above it can be analyzed that the best way of
promotion is 16% select newspaper, 38% because of Television, 26%
because of Magazine and 20% select because of Sign board.
Page 52
Table No.7:Table showing the percentage the best features in Bajaj bikes.
SERVICE
NO.OF RESPONDENTS
PERCENTAGE
Comfort
10
20%
Style
08
16%
Engine capacity
25
50%
Mileage
07
14%
TOTAL
50
100%
Page 53
Graph No.7:Graph showing the respondents the best feature in Bajaj Bikes.
50
P
E
R
C
E
N
T
A
G
E
50
45
40
35
30
25
20
15
10
5
0
14
20
16
Column4
Column3
Column2
Column1
BEST FEATURES
Analysis:- From the above table that can analyze that best feature in Bajaj is
20% of Comfort, 16% of Style, 50% of Engine capacity and 14% of
Mileage from Yamaha bikes.
Page 54
Column1
Column2
Column3
Column4
Table No.8:Table showing the percentage that Bajaj is having good market in
major city.
RATE
NO.OF
RESPONDENTS
PERCENTAGE
Mumbai
14
28%
Delhi
11
22%
Bangalore
17
34%
Kolkata
16%
TOTAL
50
100%
Page 55
Graph No.8:Graph showing the respondents that bajaj is having good market in
major city.
Good Market of Bajaj
Sales
16
28
Mumbai
Delhi
Bangalore
34
Kolkata
22
Analysis:- The above table gives the information about the major city that
Bajaj is having a good market 28% of Mumbai, 22% of Delhi, 34% of
Bangalore and 16% of Kolkata.
Page 56
Table No.9:Table showing the percentage if more class of customer satisfied with
Bajaj bikes.
PARTICULAR
NO.OF
RESPONDENTS
PERCENTAGE
Youth
23
46%
Family people
12
24%
Business people
11
22%
Aged
8%
TOTAL
50
100%
Page 57
Graph No.9:Graph showing the respondents more class of customer satisfied with
Bajaj bikes.
Class of customers
P
E
R
C
E
N
T
A
G
E
50
45
40
35
30
25
20
15
10
5
0
46
24
22
8
Column1
Column2
Column4
Column3
Column3
Column4
Column2
Column1
Analysis:- The above table gives the information about the class of
customer who are satisfied with bajaj bikes is,46% of Youth,24% of Family
Page 58
people,22% of Business people and 8% of aged can be

satisfied with Yamaha bikes.
Table No.10:Table showing the special about Bajaj bikes
BRANDS
NO.OF RESPONDENTS
PERCENTAGE
Engine capacity
16
32%
Style
12
24%
Comfort
18%
Youth attraction
13
26%
TOTAL
50
100%
Page 59
Graph No.10:Graph showing the special about Bajaj bikes.
Special of Yamaha Bikes
35
30
P
E
R
C
E
N
T
A
G
E
25
26
32
24
18
20
Column1
15
Column2
10
Column3
Column4
Column3
Column2
Column1
Analysis:-The above table given the information that the special about Bajaj
bikes which is not present in other manufacturing is 32% of Engine
capacity,24% of Style,18% of Comfort and 26% of Youth attraction.
Page 60
Column4
Table No.11:Table showing the percentage of customer feedback on Bajaj.
PARTICULARS
NO.OF
RESPONDENTS
PERCENTAGE
Good
12
24%
Excellent
21
42%
Average
11
22%
Poor
12%
TOTAL
50
100%
Page 61
Graph No.11:Graph showing the percentage of customer feedback on Bajaj bikes.
Sales
12
24
Good
Excellent
22
Average
Poor
42
Analysis:-The above table gives the information about the customer

feedback on Yamaha. In the table 24% of respondents is good, 42% of
Excellent, 22& of Average and 12% of Poor.
Page 62
Table No.13:Table showing the percentage of Best criteria to select a sales

promotion.
FEEDBACK
NO.OF RESPONDENTS
PERCENTAGE
Reputation
18%
Quality of service
12
24%
After sale service
14
28%
Employee quality
15
30%
TOTAL
50
100%
Page 63
Graph No.13:Graph showing the respondence of Best criteria to select a sales

promotion.
Best Criteria
30
28
24
30
P
E
R
C
E
N
T
A
N
C
E
25
20
18
15
Column1
10
Column2
Column4
Column3
Column2
Column1
Analysis:- From the above table it can analysis that the best criteria can be
selected by the sales as 18% of respondents for reputation,24% foe Quality
of service,28% for After sales service and 30 of Employee Quality.
Page 64
Column3
Column4
Table No.14:Table showing the percentage of distribution as a part of sales.
PARTICULARS
NO.OF
RESPONDENTS
PERCENTAGE
Easy delivery
14
28%
Service after sales
18%
Quick sales
12
24%
On spot delivery
15
30%
TOTAL
50
100%
Page 65
Graph No.14:Graph showing the promotion as a part of sales.
Part of Sales
Sales
28
30
Easy delivery
Service after sales
Quick sales
24
18
On spot delivery
Analysis:- From the above table that can analyze that 28% of Easy
delivery,18% of Sales after service,24% of Quick sales and 30% of On spot
delivery.
Page 66
Table No.15:Table showing the percentage for monthly sales of Bajaj bikes.
PARTICULARS
NO.OF RESPONDENTS
PERCENTAGE
100-200
12
24%
200-300
16
32%
300-400
14
28%
400 and above
08
16%
TOTAL
50
100%
Page 67
Graph No.15:Table showing the respondents for monthly sales of Bajaj bikes.
32
35
28
30
P
E
R
C
E
N
T
A
G
E
25
20
24
16
Column1
Column2
15
Column3
10
Column4
5
0
100-200
200-300
300-400
400 and above
MONTHLY SALES
Analysis:- The above table gives the information about the monthly sales of
bajaj bikes. And from the table it can analyze that 24% for 100-200, 32% for
200-300, 28% for 300-400 and 16% for 400 and above.
Page 68
Table no.16:Table showing the percentage of customer attitude towards Bajaj

Enterprises.
PARTICULARS
NO.OF RESPONDENTS
PERCENTAGE
Excellent
19
38%
Very good
14
28%
Good
11
22%
Average
06
12%
TOTAL
50
100%
Page 69
Graph no.16:Graph showing the percentage of customer attitude towards Bajaj

Enterprises.
40
38
35
p
E
R
C
E
N
T
A
G
E
30
25
28
22
Column1
20
15
Column2
12
Column3
Column4
10
5
0
Excellent
Very good
Good
Average
CUSTOMER ATTITUDE
Analysis:- The above table gives information about the customer attitude,
and from the table it can analyze that the 38% of respondents fell excellent,
28% of respondents feel very good, 22% of respondents feel good and 12%
of respondents feel average about the bajaj enterprises.
Page 70
Page 71
FINDINGS
The below given inferences where actually delivered
Majority of the respondents who prefer to ride the Bajaj Pulsar are in the
age group of below 30 years.
Majority of the respondents belongs to the male group thus it can be
observed that males play an important role in purchasing decision

.
Majority of the respondents belongs from Professional group as an
occupation
Majority of the respondents belongs to the group where the monthly

earning is below 20,000.
Majority of the respondents came to know about the Bajaj pulsar through
their friends and relatives.
Majority of the respondents using Bajaj pulsar 150cc i.e. 79% and Bajaj
Pulsar 180 cc i.e. 10%.
Most of the respondents go for pulsar because of its Pick-Up and style.
Majority of the respondents do not expecting any other modification in

existing models of pulsar.
Page 72
Majority of the respondents are satisfied with the bikes mileage.
Majority of the respondents 78% are satisfied with the bikes power and
pick-up.
Majority of the respondents 66% are satisfied with the cost of

maintenance of the bike.
Most of the respondents are satisfied with the riding comfort and safety.
Most of the respondents feel that responsiveness of the dealer towards the
complaints is good.
Most of the respondents are satisfied with the after sales services from
the dealer.
Majority of the respondents 47% are satisfied with the quality after sales
and service of the Bajaj Pulsar.
90% of the respondents are satisfied with availability of the spare parts at
service centre
64% respondents feel that reliability of bike is good.
Majority of the respondents 65% are expecting new version of Pulsar by

Bajaj.
Most of the respondents feel that on the basis of performance/ quality

they will recommend others to buy the Bajaj Pulsar.
Page 73
CONCLUSION
From the study it is concluded that majority of the customers

satisfied by the pulsar rendered by Bajaj.
While doing this project I came to know how challenging it is to
satisfy the present day customers, I also realized various types of
customers right from those who have genuine to ego kind of problems,
but how important it is to satisfy all of them.
During the course of project i also understood that a
It is also understood that the volume of customers is mainly from the
youth section and is mainly male population which means that the
company should be more youth centric and at the same time should have
a different marketing strategy for the elder population as they need to be
pushed to the market.
SUGGESTIONS
Page 74
Based on the findings of the study stating some of the important

suggestions that the company can really go for to extend its operation
market share, profit and so on.
1. CONCENTRATE
ON
EFFECTIVE
AND
INFORMATIVE
ADVERTISEMENT STRATEGY
In order to attract and retain the customers the company should
a. Develop both the informative and attractive advertisement strategies
b. Company should go for advertising about the product in almost all the
medias
c. Regular modifications should be the content of the advertisement
d. The presentation of the advertisement should be appealing to the
customer
2. REWARDS FOR THE BEST DEALERS
In the present competitive markets, a company can be develop on its own

efforts. It has to depend on others, i.e. it has to take effective support
from its dealers . To get effective support it has to study and motivate
them like:
The company has to provide rewards , awards, offers,
discount to its dealers to promote its products very effectively in the
domestic market. If implemented definitely they may lend to tremendous
increase in the turnover of the company
Page 75
3.
EFFICIENCY IN AFTER SALES SERVICE:

Retaining few satisfied customer is as good as attracting ten new
customers . It implies that a company can easily increases the number of
its customers but is very difficulty to retain them.
In order to retain the customers especially the company should:
a. Give more importance to the quality of the sales service.

b. Remind the customer as to when they have to get their vehicles serviced.
c. Give tips to them on maintenance of vehicles
4. CUSTOMER RESEARCH STUDY:
This is also one of the important tools to the company to know that extra
facilities the customers are expecting from the company and how they are
comparing out vehicles with vehicles of computers etc...
As most of the customers expecting that the improvement should be done
on the seating of bajaj pulsar, it is necessary for the company to
concentrate on this aspect. This is because one should feel comfortable in
riding; this intern depends on the seating arrangement of the vehicles.
5. PROMOTIONAL STRATEGIES:
Festival offers, Exchange melas, offer of gold coins and other valuable
things can be introduced in order to increase its turnover. Provide the
financial schemes to increase the sales.
Page 76
QUESTIONNAIRE
(A STUDY ON CUSTOMER SATISFACTION TOWARDS
BAJAJ Discover)
QUESTIONNAIR
E
Dear Sir /Madam,

Syed Abrar Final year of BBM of HKBK Degree college as
per my curriculum, I am conducting a survey to find out study
on sales promotion with reference to Bajaj bikes at varadha
enterprises in Bangalore. I would be grateful if you can spare
your valuable time and co-operate with me in answering the best
of your knowledge.
. Name: _________________________
.
ADDRESS:
____________________________________________
____________________________________________________
__
__________________________________________
1. Specify your age group:
a) Less than 25
( )
b) 25-35
c) 35-45
( )
d) above 45
( )
( )
b) Female
( )
2. Specify your gender?

a) Male
3. Employment status:
Page 77
a) govt. Employee
Employee ( )
c) Student
b) pvt.
( )
d) other
If other please specifies: __________________________

4. Average monthly income:
a) Less than 20,000
(
b) 20,000-25,000
)
c) 25,000-30,000
d) more than 30,000 (
5. How do you come to know about Bajaj?

a) Advertisement
( )
b) friends
c) Dealers
( )
d) sales personal (
7. What do you feel about service offered to you in Bajaj

enterprises?
a) Excellent
b) very good
c) Good
d) bad
)
)
8. How do you rate varadha enterprises when compare to the

other dealers of Bajaj?
a) Excellent
b) very good
c) Good
d) fair
b) No
9. Do you own a two wheeler?

a) Yes
10. Which brand are you using now?

a) Bajaj
( )
b) hero
c) TVs
( )
d) Yamaha
( )
Page 78
11. According to you who is the market leader in

two-wheeler?
a) Bajaj
( )
c) TVs
( )
b) Hero
d) Yamaha
( )
12. According to you what is the best feature in Bajaj two

wheelers?
a) Mileage
( )
b) style/look
c) Speed
d) smooth handling (
14. What do you feel about the price the range offer by the Bajaj?
a) High
c) Affordable
(
(
)
)
b) very high
d) low
( )
(
15. Please mention your opinion about physical appearance of

Bajaj bikes?
a) Excellent
( )
b) Good ( )
c) Satisfactory
d) ok
( )
16. What do you feel about the comfort ability of Bajaj bikes?
a) Excellent
( )
c) Satisfactory
b) Good ( )
d) ok
( )
17. According to you what are the advantages of Bajaj two

wheeler when compare to other two wheeler?
a) Low cost
( )
b) Good looking
( )
c) Speed
d) smooth handling
18. How do you rate the availability of Bajaj bikes?
Page 79
a) Excellent
(
b) Good
)
c) Satisfactory
d) Not available
19. What do you feel about the availability of the spare parts of
Bajaj bikes?
a) Excellent
b) very good
c) Good
d) fair
20. Did you get the full service from the Bajaj motors?
a) Yes
( )
b) No (
21. Are you satisfied by the service offered by the Bajaj?

a) Yes
( )
b) No (
22. Any suggestion towards Bajaj motors

____________________________________________________
____________________________________________________
____________________________________________________
___________________________________________
Suggestion / comments if any

SIGNATURE:
THANK YOU
Page 80
BIBLIOGRAPHY
MARKETING MANAGEMENT - Philip Kotler

CONSUMER BEHAVIOUR
- Suja Nair
MARKETING RESEARCH
- Rajendra Nargundakar
World wide web
o www.bajajautoltd.com
o www.teambhp.com
o www.wikipaedia.com
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