Marketing Management

Dr V V Ramasastry

Bajaj Pulsar 150 Vs. Honda Activa

Roll No. 20 Karan Anand

Roll No. 21 KM Kariappa
Sec 1E Roll No. 22 Kundan
2009-11 Yadav
Roll No. 23 Lovey
Roll No. 24 Deepak Ojha
Roll No. 25 Manjit Singh
SIMS 1
 Parameter Honda Activa Bajaj Pulsar
150
Purchase Price Rs. 45,000 Rs. 65,000
Re-sale Price Rs. 15,000 Rs. 25,000
Daily Running 100km 100km
Max Speed 77 km/h 111 km/h
Acceleration (0-60 kmph) 30 sec 11 sec
Maintenance & Service Cost ( 5 yrs) Rs. 12,000 Rs. 15,000
Fuel Economy 40 km/litre 50 km/litre
Comfort& Convenience High for Female High for Male
Low for Male Low for Female
Image Value High for Female High for Male
Low for Male Low for Female
High for Male High for Female
Physical Cost
Low for Female Low for Male
Price of Petrol Rs. 50/litre Rs. 50/litre
SIMS 2
 • TCB “Total Customer Benefits”
= [Product Benefits + Service Benefits +
Personal Benefits + Image Benefits]
(benefit customers expect from a product/ service)

• TCC “Total Customer Cost”

= [Monetary Cost + Time Cost + Expenditure
Cost + Psych Cost]
(cost customer expect to incur in
evaluating/obtaining/using of product or services)

• CDV “Customer Delivered Value”

= TCB – TCC

SIMS 3
 Benefit Bajaj Pulsar 150 Male (Rs.) Female (Rs.)
Product Powerful stylish vehicle, High 65,000 65,000
ground clearance, contemporary
design
Service 30,000 10,000
Personnel Faster and speedy completion of 1,00,000 10,000
work, fuel economy
Image Macho, adventurous, 25,000 1000
contemporary, power.
Total Benefits 2,20,000 86,000

SIMS 4
 Benefit Honda Activa Male (Rs.) Female (Rs.)
Product Average engine, Self Start , automatic 45,000 45,000
gear, utility box, easy to mount &
dismount, light weight

Service 5,000 20,000

Personnel Easy to control pick-up, Low Riding 5,000 50,000
Height, Comparatively Light Weight
Image Casual utility, family oriented, middle 7,000 40,000
age, girlish
Total Benifits 62,000 1,55,000

SIMS 5
 Cost Bajaj Pulsar 150 Male (Rs.) Female (Rs.)
Monetary Upfront Cost 65,000 65,000
Time Time in taking decision 1,000 500
Exp. Cost Cost of running 20,000 5000
Accessories
Image Semi adventurous, 30,000 2,000
Sporty Look , Decent
power and fuel economy
Total Benefits 1,16,000 72,500

SIMS 6
 Cost Bajaj Pulsar 150 Male (Rs.) Female (Rs.)
Monetary Upfront Cost 45,000 45,000
Time Time in taking decision 2,000 500
Exp. Cost Cost of running 1,000 5000
Accessories
Image Casual utility, family 5000 20,000
oriented, middle age, girlish
Total Benefits 53,000 70,500

SIMS 7
Actual Cost = (Purchase Price + Maintenance
& Servicing) – Resale Price

Bajaj Pulsar 150 : 65000 + 15000 – 25000

= Rs. 55000
Honda Activa : 45000 + 12000 – 15000
= Rs. 42000

SIMS 8
 Consider working days in an year = 310
Daily travel = 100 km
Total Distance in 5 yrs ( 5 x 310 x 100 ) =
1,55,000 km
Parameter Bajaj Pulsar 150 Honda Activa
Fuel Requirement 1,55,000/50 1,55,000/40
= 3,100 litres = 3875 litres
Fuel Saving 3875 – 3100 0
= 775 litres
Cost Saving 1072 x 55 0
= Rs. 42,625

SIMS 9
 Cost Bajaj Pulsar 150 Honda Activa
Male (Rs.) Female Male (Rs.) Female
(Rs.) (Rs.)
Monetary 55,000 55,000 42,000 42,000
Time 1000 5000 2,000 500
Running 0 0 42,625 42,625
Psychic 0 1,00,000 75,000 0
Total 56,000 2,00,000 1,61,625 85,125

SIMS 10
 Bajaj Pulsar 150 Honda Activa
Male (Rs.) Female (Rs.) Male (Rs.) Female (Rs.)
Total Customer
336000 158500 115000 225500
Benefit (TCB)
Total Customer
56,000 2,00,000 1,61,625 85,125
Cost (TCC)
Customer
Delivered Value 280000 - 41500 - 46625 140375
( TCB-TCC)

SIMS 11
SIMS 12