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The Pulsar brand changed it ‘all’ for Bajaj Auto...
The
disposition in Bajaj Pulsar’s branding has always been very masculine... and successfully so! Talk of perception that this product has built in the minds of the masses – and it is associated with a male character with a well-built muscular body, a husky voice, and a power- ful heart! Marketed as ‘Definitely Male’, this bike apart from winning glances from the ladies has also earned great credits for its amazing performance and can alone take total credit for breaking away from the ‘scooter’ image of Bajaj. Currently the top-dog in the premium segment, Pulsar does serious numbers for its parent. The key highlight of the machine is the front appearance and the curvaceous bulgy tank, thus making it a visual treat! The most successful bike in the premium segment with a whopping 51% market share in its segment, Bajaj has successfully leveraged the product by consistent modifications. After riding high with the success of Pulsar twins, the company resorted to the DTSi (Digital Twin Spark ignition) technology, revolutionizing the motorcycle segment in India. Talking about the Pulsar, S. Ramnath, Auto Analyst, SSKI, says, “Bajaj has been performing remarkably in product launches and is phenomenal in terms of quality and technology. Pulsar has a great average and sophisticated designing which gives a splendid riding experience.” The premium segment, with a growth of 12% in monthly sales during January 2007 has worked well for the company. For sure, this male has inspired biking addiction among Indians!For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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