Product plan
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- EXECUTIVE SUMMARY
- SITUATION ANALYSIS
CONTENTS Executive Summary 3 Situation analysis 4 Company and Competitor Analysis 10 Customer Analysis 14 Product Strategy 15 Supporting Marketing Programs 15 Financial Projections 17 EXECUTIVE SUMMARY The Indian Two Wheeler Industry, which constitutes almost 80% of automobile industry, has seen a significant growth over the past few years. The two-wheeler industry has been in existence in the country since 1955. It consists of three segments viz. scooters, motorcycles and mopeds. According to the figures published by SIAM, the share of motorcycles in two-wheelers sector in terms of units sold was about 80 per cent during 2003-¬04. And the motorcycle segment is growing at a rate of 12%. This segment is classified into three categories: Price, Executive and Performance. The Executive segment (125cc+) is seeing a significant growth rate in recent years. This growth is expected to transfer to the Performance segment in the future. The product – ‘Pulsar DTS-fi (220cc)’ is a product extension of Bajaj’s highly successful Pulsar DTSI (150cc & 180cc) brand which is aiming to better satisfy the demands in the performance segment. This product plan is an attempt to analyse the product feasibility, its target customer segments (size and region wise), competitors, value propositions and the financial returns. SITUATION ANALYSIS Category/Competitor Definition Two wheeler (motorcycle) Industry Peter Drucker calls the automobile industry as ‘the industry of industries’. Automobile is one of the largest industries in global market. Being the leader in product and process technologies in the manufacturing sector, it has been recognized as one of the drivers of economic growth. Automobile production in India has more than doubled in last 4 years, with growth seen across all four major segments: Two wheelers, three wheelers, passenger vehicles and commercial vehicles. Two-wheeler segment is one of the most important segments of the automobile industry and is the most dominant segment of the Indian automotive industry, by numbers (chart 1.) It consists of three segments: i) scooters, ii) motorcycles and iii) mopeds. Within two wheelers motorcycle contribute 80% of the segment size (chart 2). The motorcycle market is analysed in three categories: i) Entry or the price category ii) Value or the executive category iii) Premium or the performance category With rapid growth of the motorcycle market, the consumer segments have been changing and newer niches have come into play (chart 3). These are as follows: i) The 150+ cc segment (Pulsar, Avenger) ii) The 125cc segment (Discover DTS-i) iii) The upto 110cc segment (CT 100, Discover 110cc) Bajaj’s products competing in these segments are shown in brackets. Bajaj Pulsar DTS-FI™ will compete in Premium or the performance category (150+ cc segment). More specifically in the 220 cc segment which is a niche segment in the 150+ cc segment. Competitive set: The close competitors are 150+ cc brands from other players like Hero Honda Karizma (223cc), TVS Apache (150cc), Kinetic Aquila, and Royal Enfield Bullet (350cc). Since, it’s a premium segment; it can also face competition from low prices passenger cars (TATA 1 lakh car) and also used cars. The competitions at different levels are identified as follows: Product form competition (220cc) - Hero Honda Karizma Product category competition (150cc +) – Hero Honda CBZ, Honda Unicorn, TVS Apache, Kinetic GF 170, LML Beamer. Generic competition- Other modes of transport at comparable prices like used cars and entry level cars (Maruti 800, Tata 1 lakh car to be launched) Budget Competition- Entertainment systems etc. Chart 1 
Chart 2 Chart 3 Chart 4  
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