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Thread: Pulsar wins silver AMEF Award(no gold in category) for best sustained success :-)

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    Addicted romeoinvisible5's Avatar
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    Default Pulsar wins silver AMEF Award(no gold in category) for best sustained success :-)

    Asian Marketing Effectiveness Festival 2011

    Best sustained success Silver

    Campaign


    Pulsar & Stunting: Creating India's best selling sports bike

    Agency


    Ogilvy & Mather Mumbai

    Client


    Bajaj Auto

    Brand


    Pulsar




    Objectives

    India's home-grown Bajaj Pulsar sports motorcycle was in 2004 facing serious competition from Japan's Honda, which controlled 60 percent of the market, and Yamaha, both of which were ramping up their presences with new sports bikes. The Japanese brands had superior racing credentials and Honda by the end of 2004 claimed 30 percent of the performance segment, which until then was dominated by Pulsar. The Indian brand set two big goals to combat the competition: grow faster than the Japanese by outselling Honda and Yamaha combined annually; and make Pulsar a US$1 billion brand by 2010.


    Strategy

    Realising the brand had a technology disadvantage against Honda and Yamaha, and that those brands were synonymous with racing, Pulsar decided to create a measure for performance that was beyond racing and that connoted performance. By focusing on its uniquely strong attribute of 'handling', Pulsar turned to bike stunting to prove the bike's taut handling, quick throttle response, rugged build, and maneuverability. Through its advertising from 2005 to 2010, the brand used stunting to show its superiority over its Japanese competitors, including a famous 2008 TVC that featured a ballet of bikes. In 2009, Pulsar created Pulsar MTV StuntMania, India's first bike stunt reality show, which ultimately replaced conventional advertising in Bajaj Auto's marketing plan. In 2011, Pulsar became the official sponsor of India's first professional stunt riding team, GhostRyderz.

    Results

    Despite facing nine brands between Honda and Yamaha, Pulsar managed to outsell its Japanese competitors combined. Over five years, sales increased seven fold. In 2010, Pulsar become a US$1.4 billion brand.






    Congratulations To The Bajaj Auto and O&M Team


    Source:
    Asian Marketing Effectiveness Festival 2011 -
    http://www.facebook.com/people/Rahul...non/1353751249

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    Super Moderator Noor's Avatar
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    News Approved
    Happiness is finding you have another Gear left....

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    Rusted Eshan-P180's Avatar
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    Good going by Bajaj....they are the perfect brand for the economical human in India....
    Apart from being economical...this brand is growing day by day!!! all the efforts are seen by their products!!!
    They dint have any one to guide and were there all by their own!!! Kawasaki was there but for a short time!!
    Not a Bajaj fan though use a pulsar but love the way these guys never give up!!!!!
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    Rookie R()(kyFlames's Avatar
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    Hunto............!!!!!!!!!!!!!!!!

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    Rusted truelypulsarian's Avatar
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    Pulsar rockz for ever
    PULSAR 180 DTSI- 2007
    PULSAR 220 DTS-FI - 2008
    PULSAR 220 DTSI - 2011
    SUZUKI GIXXER - 2015

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    good going bajaj..............bajaj is not only continuously upgrading its products but also marketing it effectively......

    this is also good for market..........more bikes bajaj sells, lesser can be the selling price.

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    Rusted j4zb4's Avatar
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    Actually this award is for the Ad Agency I think... So pulsar doesn't win the award I think O&M does...
    "stay hungry, stay foolish."

    To those who have attitude... My middle finger salutes you...!

    Rajmachi Conquered...!
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    Good going bajaj, I am waiting for the day when bajaj makes a light weight and track friendly bike with all features that R15 has, i am sure it will be eating all other competitors and i wont be surprised if R15 owners go and buy the bikes.
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    What an amazing turn around Pulsar has scripted for Bajaj!! Hope one day it enters the league of legends.
    Let's bring down the monster of corruption to it's knees.. please visit http://ipaidabribe.com/

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    Pulsar is so Awesome. It's all set to become a legen (wait-for-it ) dary name in the Indian motorcycling arena.

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