Rediscovery of 135 Pulsar- Bajaj gears up
An alarming model from Bajaj- Pulsar 135 @Rs54000- may roar the roads soon and the platform will have the series of 150cc, 180cc and 220cc. this is similar to the (re) Discover of 100cc segment in last July, in a bid to leverage the brand value. For this, the sacrifice was made with the upgrading Platina also in the 100cc segment.
Bajaj is too rejoiced with the penetration of Pulsar ranges in the Indian roads and this mooted the extension of the product, said its senior director. The executive segment is already showing good moments with XCD and Discover 135. The GM of the company’s marketing section disclosed that the customers prefer brand value to the cc and Pulsar catches them for its sporty outlook.
The company likes to grab some non-sports customer to this segment he said. The distribution of bike market is 65% of executive segment, sports with 17% on which Bajaj intends to capitalize. The trend is moving towards the sports segment and Bajaj does not want to lose time. To meet the demand of the customers Bajaj would like to concentrate on Pulsar and Discover to gain the market share.
Bajaj is fully aware the market trend – the executive segment is dominated by Hero Honda Glamour, Splendor and Achiever; Honda’s Stunner CBF, Shine; TVS Flame and Bajaj’s own Discover 135 (10000 units a month) XCD 135 (5000 units a month). Not withstanding the cannibalization of its own products, Bajaj diverted its focus on the sports segment.
Discover is targeted to the elders while Pulsar is intended for the youth segment, feels the company. Industry analysts have a different view that Bajaj is unlikely to gain out of this strategy. The net left over, out of the cannibalization, would be 15000 units. Pulsar may increase the volume but not the game. The only advantage is the lead in the margin than Discover and XCD.
Bajaj accrues a sale of 5000 units of XCD 135 and won’t affect even it is withdrawn, as in the case of XCD 125. Hence there is a plan to depromote Discover to 100cc and to project Pulsar as its prime brand. The sale of Pulsar ranges in last 6 months has been up by 80% and Q2 average sale was about 45000 units / month against 25000 units/month in the Second half of 2008-09. In sports segment too Bajaj has seen an increase of 50% share.