COMPARISON OF THE BIKES

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BAJAJ PULSAR 150

Price (ex-showroom, Mumbai)

Rs 49,400-53,000

Top speed 107kph

0-60kph 6.25sec

Kpl 59.6 (overall)

HERO HONDA CBZ X-TREME

Price Rs 56000

Displacement 150 cc

Weight: 141 Kgs (Kick Start) /

143 Kgs (Electric Start)

4-stroke single cylinder

Idle engine speed 1400 rpm

TVS APACHE

Price: Rs.58,600/- (Pune)

Displacement 150 cc

Good Balance, Good brakes

4-stroke single cylinder

Electric start & kick start option

Six-spoke black alloy wheels

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COMPANY PROFILE

Hero Cycles and Honda Motor Company of Japan

linked their joint venture in India in April 1984, few could have

imagined that the two would go on to create history and become

the subject of a case study at business schools, internationally.

But that's the Hero Honda saga. In a little over two decades, the world's largest

manufacturer of bicycles and the global leader in motorcycles have created not only the

world's single largest motorcycle company but also the most endearing and

successful joint venture for Honda Motor Company worldwide. The company has sold

over 15 million motorcycles and has consistently grown at double digits since its

inception and today, every second motorcycle sold in the country is a Hero Honda.

In two decades, Hero Honda has built two world-class manufacturing facilities

at Dharuhera and Gurgaon in Haryana that now churn out over 3 million bikes per

year. In this period, Hero Honda has set up over 2400 customer touch points,

comprising a mix of dealers, service centres and stockists across rural and urban India.

Today, Hero Honda is an amalgam of winning networks and relationships with internal

and external stakeholders, including Investors, Dealers, Vendors and Employees. These

relationships have helped the company hold on to the mantle of World No.1 for years

in succession.

Hero Honda has relied on 3 R's-- Reach, Research and Reliability as its basic

building blocks. Using feedback from the market, a fully-equipped R&D center has

consistently created best practices in designing, testing and harmonization, besides

placing strong emphasis on road safety and ride quality. This emphasis has helped Hero

Honda build products that are ahead of their time.

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In the 1980s, for example, Hero Honda became the first company in India to

prove that it was possible to drive a vehicle without polluting the roads. The company

introduced new generation motorcycles that set industry benchmarks for fuel thrift and

low emission. A legendary 'Fill it - Shut it - Forget it' CAMPAIGN captured the

imagination of commuters across India, and Hero Honda sold millions of bikes purely

on the commitment of increased mileage.

Hero Honda was also one of India 's first automotive companies to get close to

the customer. As Brijmohan Lall Munjal, the Chairman, Hero Honda Motors

succinctly puts it, "We pioneered India's motorcycle industry, and it's our

responsibility now to take the industry to the next level. We'll do all it takes to

reach there.''

Key Highlights

Hero Honda enjoys a significant brand premium. Its aggressive pricing strategy to

take on the competition has helped it in volume growth.

Variant launches in each of Splendor and Passion has helped in stemming the loss

in market share in the face of the competition. Hero Honda now plans to launch two

new models in the 100cc segment in FY05 on a new platform.

The company has started logging good volume growth after the launch of Passion

Plus and Splendor Plus as well as the CD-Dawn, which has also rejuvenated its

product range. Volumes should improve further, due to the base effect and

improved rural sentiment on the back of higher farm incomes.

Aggressive cost controls and significant economies of scale are expected to aid

Hero Honda in retaining margins.

Hero Honda will continue to be an attractive dividend yield play as the company

continues to generate significant free cash flows as its capital requirements are

limited

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PRODUCT GALLERY

AMBITION 135 CC

This bike has a contemporary style with a tubular single cradle, diamond type which

adds extra beauty to it. Over and above the bike has good acceleration and power with a

maximum power of 11 BHP / 11.15 PS @ 8000 rpm and a maximum speed of 100

KMPH. It has also been added with adequate fuel efficiency of 55 KMPL. The

Trapezoidal 35 / 35 W headlight gives the ‘woah’ look.

CBZ

Transient Power Fuel Control (TPFC) System

Hydraulic & Dynamic Vibration Dampers

Gear Box: Equipped with five gears and a

156cc engine that generates 12.5 bhp powers.

Touch the top speed of 100kmph.

Multi Lever Locking Seat

Adjustable Rear-Shock Absorbers

SPLENDOR+

The Splendor+ has been upgraded in both its

looks and performance. New, clear, bright multi-

reflector head light with 12V 35/35W multi-

reflector with halogen lamp, multi-reflector tail

light and stylish graphics. This motorcycle meets

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the pollution control standards of this decade. That's the Splendor+-the new face of

trust.

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PASSION PLUS

9 New two-tone body colours PLUS Body colour rear view mirrors PLUS Aluminum

die cast rear grip PLUS Heat protector on the muffler PLUS New dials on the

instrument panel PLUS Headlight with halogen lamp PLUS Multi-reflector winkers.

All this and much more to make the biker and his bike stay married forever.

CD DAWN (Value Nayae Zamane Ki!)

CD Dawn, the true-value 4 stroke, 100cc motorcycle. A motorcycle that encompasses

the legendary Hero Honda values of fuel-

efficiency, economy and rock-solid dependability

Tough Track Suspension

Doubly Strong Tubular Frame

Other features - like the legendary mileage,

the first-of-its-kind 2-year warranty in the

category

KARIZMA

Superior technology plus advanced features plus captivating looks equals KARIZMA.

The future of the Indian motorcycle market should be seen through KARIZMA. It is

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certain to change the way in which the Indian customer looks at a premium bike. With

a maximum power of 17 PS @ 7000 rpm, KARIZMA is targeted at customers seeking

to enjoy the 'thrill of power on wheels of style'. A product of combined R&D efforts of

Hero Honda-Honda, the motorcycle guarantees exceptional performance with

unmatchable style and utmost comfort.

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ADVERTISING STRATEGY

Hero Honda is currently the number one company in terms of sales and has been

dominant in the two-wheeler segment since the past decade. Since the inception of hero

Honda, the company has been using television as a major role for its publicity. Though

hero Honda was dominant in sales it lacked the skills of creating a spectacular ad till

now. Though it had a vast range of mobikes, its advertising strategy was not up to the

mark. For its publicity hero Honda has been using many famous celebrities like Saurav

Ganguly, the captain of Indian cricket team, Hritik Roshan and other famous

personalities as their brand ambassadors. Thus, hero Honda has been spending huge

amounts on its publicity.

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25

BAJAJ ‘Hamara Naya Bajaj’

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.

Bajaj Auto is a major Indian automobile manufacturer. It is India's largest and the

world's 4th largest two- and three-wheeler maker. It is based in Pune, Maharashtra,

with plants in Waluj near Aurangabad, Akurdi and Chakan, near Pune. Bajaj Auto

makes and exports motorscooters, motorcycles and the auto rickshaw. It is widely

believed that Bajaj is headed for a de-merger into 2 separate companies: Bajaj Auto and

Bajaj Finance.

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Key Highlights

The total motorcycle sales in 2003-04 crossed the "1 million" mark registering a

growth of 18% v/s 2002-03 - higher than the industry growth rate of 15%.

To increase its volumes in the entry level segment of the motorcycle market, the

Company has launched a new model CT-100 in May 2004. This bike with its class

leading performance and phenomenal fuel efficiency is expected to redefine the

entry level segment.

To garner a substantial share in the executive segment of the motorcycle market a

technologically superior bike, internally code named K 60, will be launched in

second quarter of 2004-05.

The Pulsar continues to be a market leader in the premium end of the motorcycle

market with a sale of over 297,000 numbers in 2003-04. The cumulative sale of

Pulsar's to date has crossed the 500,000 mark within a short span of 29 months.

In the ungeared scooter segment an upgrade of Spirit with a 70cc engine and a new

ungeared scooter "Wave" will be launched in the second quarter of 2004-05.

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PRODUCTS OF BAJAJ AUTO LIMITED

Motorcycles

o Kawasaki Eliminator o Bajaj Pulsar o Bajaj Kawasaki Wind 125 o Bajaj Boxer o Bajaj CT 100 o Bajaj Platina o Bajaj Caliber o Bajaj Discover o Bajaj Avenger

Upcoming Models

Bajaj Pulsar 220 DTS-Fi Bajaj Krystal Bajaj Blade Bajaj Sonic

ENTRY LEVEL –

Models priced between Rs. 27,000 and Rs. 37000.

Bajaj is firmly placed in this category with the entire family of Boxers (AT, CT and

AR), as well as the 100cc BYK model introduced in December 2002.

EXECUTIVE CATEGORY –

Models priced between Rs. 38,000 and Rs. 45,000.

These are the models with Japanese and European standards of engineering, styling,

manufacturing and riding comfort. This segment has “Hoodibabaa” Caliber115.

PREMIUM CATEGORY –

Models priced above Rs. 45,000.

The premium category consists of Pulsar 150 ES, Pulsar 180, and Pulsar DTSi and, in

the super-premium, the Eliminator.

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PRODUCT GALLERY

SUPER 100

The new Super 100 is claimed to have an ideal combination of economy, performance

and style. Powered by the 100 cc K-Tec engine the

Super 100 delivers an unbeatable combination of

power with 100-kmpl fuel-efficiency in standard

test conditions. The full flow design with attractive

contoured tank and panels, aluminum die-cast grab-

rail, optoprism headlamp promises to make the

Super 100 the style leader in the 100 cc category as well.

PULSAR DTSi

The Pulsar twins are claimed to have taken the market by storm since their launch in

Nov'01. The DTSi engine consists of the Digital Twin Spark ignition, Digital CDI unit,

TRICS III, CV Carburetor all state of the art features that bring the digital biking to a

new level. The result is consistent & responsive engine output for varying load and

speed conditions at different levels of acceleration.

PULSAR 150/180

Targeted at the youth segment, the Bajaj Pulsar has

been designed and styled as a mean masculine

robust machine with dazzling looks and technically

advanced mechanism that offers great performance.

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The symmetries between the muscular fuel tank, side panels and the rear panels give a

very distinctive feel to Pulsar.

Features: Sporty Looks, Supreme Performance, Riding Comfort, Safety

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KAWASAKI BAJAJ WIND 125

The Wind 125 comes with a 4-stroke 125cc K-TEC

engine offering 10.8 bhp power. The Constant

Velocity (CV) carburetor brings greater throttles

response and power delivery. It's 5 speed

synchronized transmission augments smoother

engine revving. Its special feature is the primary

kick-start mechanism, which enables starting of the

Wind 125 in any gear. The bike comes with a dual tone and the 125cc has a long stroke

hydro-dynamic suspension designed for comfort even on rough roads.

CALIBER 115 - "HOODIBABAA"

The recently launched man-size Caliber 115 has the style and performance benchmark

in the Executive segment. Its 4-stroke, K-TEC engine offers

a mileage of 90 kmpl and power of 9.5 bhp, which the

company claims is the highest in its category. It is also

equipped with a unique optimum riding indicator, which

shows optimum speed for maximum mileage. The Throttle

Responsive Ignition Control System (TRICS) ensures the

K-TEC engine gives a good mileage at all times. The Anti

Slide Seat of the new Caliber 115 ensures that the rider remains in his position even if

he hits the brakes suddenly. Hydrodynamic (HDS) Suspension provides comfort even

on rough, bumpy, potholed roads.

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BAJAJ UNVEILS NEW BRAND IDENTITY- NEW LOGO

Bajaj Auto unveiled the new corporate identity on the 15th of January at the

Auto Expo 2004, New Delhi. The white and blue reverse hexagonal symbol with Bajaj

Auto in small lettering, which stood in good stead for Bajaj

Auto for many decades, finally paved way for a refreshing

new look symbol with the Bajaj logotype in capital letters. The

new identity arrives at a time when Bajaj Auto has

successfully metamorphosed into a major motorcycle

manufacturer with proven credentials in award winning Pulsar

twins and also proved its technological capability with the

introduction the revolutionary Digital Twin Spark Ignition

(DTSi) technology.

The new visual identity of Bajaj Auto emanates from the confirmation of core

values, which Bajaj has identified as its brand values. The Brand essence for the new

Bajaj has been defined as "Excitement". Excitement engineering will deliver and

inspire confidence in to various stakeholders like Bajaj has traditionally done. Bajaj

promises to live its essence through a set of five Brand Values of Learning, Innovation,

Perfection, Speed and Transparency.

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The change in Identity is a part of the ongoing changes happening at Bajaj. At a

time when Bajaj has state of the art manufacturing infrastructure, has an enviable

distribution and service network, has created a benchmark R&D facility and at a time

when the customer has changed in terms of its exposure to quality and style, the change

in Identity will help invite a paradigm shift in consumer perception of the company.

The traditional hexagonal symbol has been replaced by an open abstract form of

stylized B, the "flying B" as it has been named represents style and technology. It also

has a strong association with the heritage of Bajaj since the external form has a hint of

hexagon. "Flying B" form denotes speed and open form denotes the transparency.

Bajaj has adopted a new brandline of "Inspiring Confidence". In whatever the

company does it seeks to inspire confidence in its audience. Bajaj has traditionally

enjoyed tremendous consumer support and plans to consolidate and move ahead on

this. The Brandline appears below the Logotype in a script font. This font is to

represent learning values at Bajaj and that Bajaj as a brand moves closer to customer.

The Identity has a fresh new Blue colour. This Blue represents stability and

strength of Bajaj. Blue also represents high technology and precision engineering. The

new Identity presents a futuristic face of the new global Bajaj. Elephant Design has

been working with Bajaj on creating and implementing the new Bajaj identity. The new

brand will manifest in all consumer and employee interfaces.

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ADVERTISING STRATEGY

Bajaj is always known for its outstanding ads over the period of time. Since its

inception, Bajaj has come out with variety of ads and were always successful in their

advertisements. Scooters were well known by the brand name of Bajaj. Be it any

scooter, one used to recognize it by the brand name Bajaj. This was the identity a

decade ago which the Bajaj has still maintained. Bajaj is always known for its ads

without well-known brand ambassadors which is again a plus point to its cart as it saves

a huge cost in terms of brand ambassadors unlike Hero Honda and TVS. Prior, Bajaj

used to convey the feeling of ‘Indianness’ in its ads. With a punch line ‘Hamara Bajaj’

Bajaj drove into everybody’s hearts and the title song of ‘Naye Bharat Ki Naye

Tasveer’ added a great value to its mobikes and scooters.

A couple of years back, Bajaj had introduced an advertisement which promoted

all the different ranges it had, wherein they had shown each product they had with a

feeling of Indianness. Example: Eliminator passes-by a rangoli and drives slowly

sideways without disturbing it. People on boxer pass-by a temple and bend their head to

give a little offering. Such ads had revealing Indian culture had a great effect on Indians

and Bajaj was successful in most of its ads.

But recently, Bajaj had changed its brand logo alongwith its punch line i.e.

‘Hamara Bajaj’ got converted to ‘Inspiring Confidence’. The reason for this change

as told by the company officials was to keep pace with the new technologies in the fast

moving world. Even though it had changed its punch line, it didn’t have much effect on

its brand image.

A year back, Bajaj

introduced DTSi technology

upgrading its always successful

PULSAR 150cc and 180cc.

Though Bajaj had changed its

identity it still dominates for its

creativity in ads.

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PULSAR 150cc/180cc & DTSi (Definitely Male)

The concept of Definitely Male was well accepted by the people and Bajaj came out

with some astonishing ads. Though the DTSi technology was new, people accepted it

very well. It easily conveyed the message it wanted to. The following picture strips

conveys the advertisement:

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.'

While the biker cruises through the city, some army men are out for their jog. Just before they cross a road, a zebra crossing forms ahead them and disappears after them, while the biker waits patiently.

A young lady talks to her beau on the phone, while an image of his forms before her. 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.

On arriving home, the biker is greeted by a robotic dog.

As he takes off his helmet everything turns back to it's usual self. MVO: "Imagine a world as advanced as the new Pulsar DTS-i...

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DTSi came out to be a good one with proper publicity advertisements and that too without any highly paid brand ambassadors. After this ad was successful Bajaj came out with a second ad wherein a man is shown performing various stunts on his DTSi Pulsar. Even this one was an outstanding one.

BAJAJ WIND

Bajaj came out with a good ad for its 125cc WIND with a good convey of he message

it wanted to, with the bike. Its punch line was ‘wind biking’ and Bajaj easily

communicated this to the people with a stunning advertisement wherein:

Shot of a fully clothed man taking his shower. The wet clothes and dripping water hardly bother him as he enjoys his ride and feels the wind on his body....

By the time he reaches his destination he's fresh and dry. Walking by he makes heads turn and gets admiring looks...

...but on noticing his wet backside, she turns away with an amused look. MVO: "Discover wind biking."

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BAJAJ CALIBER 115 - Hoodibabaa

You guessed it right it, tis none other than the new Caliber115. The word Hoodibabaa

became the talk of the town and the whole credit goes to the creativity in the

advertisement. Bajaj first introduced an ad showing a kid and his father chasing the

picnic bus and reach the picnic spot faster than the bus wherein the child is always

found saying ‘Hoodibabaa’. Very few know what it means, but it goes without saying

that it was well accepted by the people. Then Bajaj came out with another ad which

neither had a brand ambassador nor any model i.e. it was just a cartoon animated ad

wherein a man riding the caliber115 was shown saving a child from the clutches of a

lion in a zoo. This ad was an outstanding one with very low cost involved in making it.

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The TVS group was established in 1911 by Shri. T. V.

Sundaram Iyengar. As one of India’s largest industrial

entities it epitomizes Trust, Value and Service. It all

began way back in 1984 when Sundaram Clayton

Limited (A TVS Group company) introduced its 50 CC

mopeds in the arena of road racing, notching up unbelievable speeds of 105 kmph.

Since then, there has been no looking back for TVS Motor Company. TVS Racing was

established in 1987 with the objective of improving the performance of its bikes. Over

the years it has provided valuable data, design inputs, development of reliable

motorcycle models, excellent vehicle dynamics & handling etc. The true evidence of it

is seen in today's TVS Victor and TVS Fiero. Today, there are over thirty companies in

the TVS Group, employing more than 40,000 people worldwide and with a turnover in

excess of USD 2.2 billion.

With steady growth, expansion and diversification, TVS commands a strong

presence in manufacturing of two-wheelers, auto components and computer

peripherals. We also have vibrant businesses in the distribution of heavy commercial

vehicles passenger cars, finance and insurance.

TVS Motor Company Limited, the flagship company of the USD 2.2 billion

TVS Group, is the third largest two-wheeler manufacturer in India and among the top

ten in the world, with an annual turnover of over USD 650 million.

The year 1980 is one to be remembered for the Indian two-wheeler industry,

with the roll out of TVS 50, India's first two-seater moped that ushered in an era of

affordable personal transportation. For the Indian Automobile sector, it was a

breakthrough to be etched in history. TVS Motor Company is the first two-wheeler

manufacturer in the world to be honoured with the hallmark of Japanese Quality – The

Deming Prize for Total Quality Management.

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PRODUCTS

  TVS Apache4-Stroke, 150cc, high performance motorcycle.  

  TVS Victor4-Stroke, 125cc, performance motorcycle with VT-i technology.

   TVS Scooty

4-Stroke, 90cc scooterette for the new generation. 

 

  TVS Centra4-Stroke, 100cc executive motorcycle with revolutionary VT-i engine. 

   TVS Fiero 4 stroke, 150 cc premium performance motorcycle.   

  TVS Star4-Stroke,100cc value for money economy motorcycle for good mileage and rugged terrain. 

  TVS Super XL2-Stroke, 70cc moped.  

 

  TVS True 4JASO MA2 with API SL 20W40 specification.more 

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ADVERTISING STRATEGY

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CONCLUSION

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