- PRICING
Pricing Strategy
Bajaj Auto follows Market Skimming strategy for Pulsar. This is done for the following reasons:
- To price Pulsar at the levels which its major competitors like Hero Honda, TVS and Yamaha have priced their products.
- The high price of the product communicates the superiority of Pulsar over its competitors.
Prices of various models of Bajaj Pulsar
Bajaj Pulsar 150 CC price in Delhi : Rs. 60,000.00
Bajaj Pulsar 180 CC price in Delhi : Rs. 62,000.00
Bajaj Pulsar 200 CC price in Delhi : Rs. 72,000.00
Bajaj Pulsar 220 CC price in Delhi : Rs. 87,000.00
- PLACE:
Placing Process of a product basically involves deciding Channels, Coverage, Assortments, Location, logistics etc.
Under Placing Activity Bajaj Auto Ltd. uses Pull strategy for Pulsar i.e. Bajaj auto uses advertising, promotion and other forms of communications to persuade consumers to demand the product.
Distribution Channels:
Bajaj Auto Ltd. uses 1- Level distribution channel.
It is Manufacturer—Retailer--Consumer.
Bajaj Auto Ltd. has a wide network of dealers in urban and semi urban regions.
4.PROMOTION:
As discussed above Bajaj Auto Ltd. uses pull strategy to promote its Pulsar brand. For this purpose company uses various Marketing communication programs like
1. Bajaj Auto Ltd. has been known for its advertisements. Its advertisements used to convey the feeling of Indianness in its ads with its tag line “naye Bharat ki nayi tasveer, humara Bajaj”.
2. The concept of “Definitely Male” was brought in with the launch of Pulsar to target the youth customers and it was well accepted by the market.
3. The punch line “Definitely Male” was later converted to “Distinctly Ahead” to project its technological superiority over its competitors.
Bajaj Auto Ltd. promotes its various brands through exhibitions, local fares, auto shows,
Television Shows, test drive services etc.
Bajaj sponsors various events to promote its products. For example it sponsors a T.V.
program called “ Stunt Mania” broadcasted on M T.V.
4P's Of MARKETING
PRODUCT NAME: Hero Honda CBZ Xtreme
INTRODUCTION:
Hero Honda CBZ launched by the joint venture Hero Honda in the year 1999.It is India's first four stroke motorbike which was designed in sports oriented manner Catching the fancy of young generation,this model created waves and was in huge demand for some time. It speed is one major feature which acts the bike's USP. The Hero Honda CBZ was attached with the 156 cc of engine which was competent enough to generate a great mileage, pick up and overall performance. Few years later Hero Honda phased out the old model of Hero Honda CBZ and replaced it with the complete new Hero Honda CBZ Xtreme Self start loaded with a complete new package of latest exteriors, style & engine.
The 4 P's of marketing of Hero Honda CBZ Xtreme as follows:
1.PRODUCT:
- Styling: CBZ Xtreme has stylish sporty look with following additional features.
- Carbon matte finish asymmetric console.
- Aggressive visor and headlight with chrome trims.
- Powerful 4 stoke engine 0-60 Kmph in 5 sec.
- Dual tone rear cowl with body colour alloy wheel.
- LED tail light with rear lenses indicator.
- Performance:CBZ Xtreme has better performance than its earlier version with maximum power. The details are as follows.
- Type: Air cooled -4 Stoke
- Displacement: 149.22 cc
- Max. power: 10.6 KW@ 8500 RPM
- Max Speed: 110 Kmph.
- Safety: Hero Honda has prime focus on safety of consumers so they introduced Excellent disk break system and Side guard in CBZ xtreme. Safe driving practices guide for customers (online guide)
- Repairs and Support & warranty: Breakthrough services package with 3 years/4000 KMS warranty period. apart from this they provide 6 free services benefits up to 560 days.
2.PRICE:
- Pricing strategy: Hero Honda launch CBZ Xtreme with Price Skimming strategy. Price of CBZ Xtreme varies between 60,000 to 67,000 in case of Metros across India.
- Promotional Pricing: Hero Honda declares special prices during Festival like Diwali, Dussera.
- Bundling: Mainly occurs at Dealer level and varies from place to place. It includes
3.PLACE:
-
Distribution Channels: Hero Honda have direct retailers in semi-urban markets. In case of urban market they have dealers through which selling occurs Hero Honda mainly follows Pull strategy of distribution.
- Market Coverage: Hero Honda has covered urban, semi- urban markets in India.
- Distribution center: In all Metro cities and and semi-urban areas also.
4.PROMOTION:
-
Promotional Strategy: they used Above the line using mass media to promote CBZ Xtreme. Major above-the-line techniques include TV and radio advertising, print advertising and internet banner ads. This is basically a Pull strategy to attract youths and working class people.
- Advertising: Tag line “Live Extreme” The idea is to project the brand as an Extreme machine for those who like challenges and then they position as “Thinking is such a waste of time” lates adversties says “ live off the edge”. Also brand Hero Honda already projecting as “ Desh Ki Dhadkan” so that also help to give feel of Indianess in CBZ Xtreme.
- Publicity: Hero Honda used various tactics for publicity like Festive offers, Hero Honda Passport Pro gramme, Finance deals at 0 % of Rate of interest, free gifts in order to attract new customers.
Conclusion:
from the above study we came to analyze that 4 P's of marketing mix of Bajaj Pulsar and its rival Hero Honda CBZ xtreme. It was found that both the companies are constantly engage in innovation and promotion of their products to stay ahead of each other, companies also decide upon their product, price, Place and promotional strategies from time to time depending upon the life cycle stage of the product.
