Subject Title: Organization Analysis & Strategy Insight Scheme Subject Leader: Mr.Maninder Singh Students Name: Mandeep Singh Lovekesh Mitta Meha goel Mohd. Faisal Mohd. Jahas Mohd. Usama Mahesh Jagannathan Section:SD2 Roll No: 27 25 28 31 30 29 26 BAJAJ PULSAR: “DEFINITELY MALE” Bajaj Pulsar is a motorcycle brand owned by Bajaj Auto in India. This bike has virtually redefined biking in this country. Pulsar launched in 2001 is the market leader in the 150 cc + performance bike segment. More than that, this brand changed the fortune of Bajaj Auto Ltd. Its highly masculine outlook with sporty, engine sound, smoothest power drive, dashing structure gives the complete satisfaction of dare riding. Before the launch of Pulsar, Indian bike market was divided broadly into Economy, Executive and Premium Bikes. Bigger motorcycles with higher capacity virtually did not exist (except for Enfield Bullet). The launch and success of Hero Honda CBZ in 1999 showed that there was demand for performance bikes. Bajaj took the cue from there on and launched the Pulsar twins in India on November 24, 2001. Since the introduction and success of Bajaj Pulsar, Indian youth began expecting high power and other features from affordable motorcycles. It was not only the bike's performance that triggered the brand becoming an icon, a major part of the success was due to the classic advertising campaign by O&M. According to agencyfaqs, the birth of the "Definitely Male” campaign is interesting. Company History Bajaj Auto is a major Indian automobile manufacturer started by a Rajasthani merchant. It is based in Pune, Maharashtra, with plants in Chakan (Pune), Waluj (near Aurangabad) and Pantnagar in Uttaranchal. The oldest plant at Akurdi (Pune) now houses the R&D centre Ahead. Bajaj Auto makes and exports motor scooters, motorcycles and the auto rickshaw. The Forbes Global 2000 list for the year 2005 ranked Bajaj Auto at 1946. [1] Over the last decade, the company has successfully changed its image from a scooter manufacturer to a two wheeler manufacturer. Its product range encompasses scooterettes, scooters and motorcycles. Its real growth in numbers has come in the last four years after successful introduction of a few models in the motorcycle segment. The company is headed by Rahul Bajaj who is worth more than US$1.5 billion. [2] Bajaj Auto came into existence on November 29, 1945 as M/s Bachraj Trading Corporation Private Limited. It started off by selling imported two- and three-wheelers in India. In 1959, it obtained license from the Government of India to manufacture two- and three-wheelers and it went public in 1960. In 1970, it rolled out its 100,000th vehicle. In 1977, it managed to produce and sell 100,000 vehicles in a single financial year. In 1985, it started producing at Waluj near Aurangabad. In 1986, it managed to produce and sell 500,000 vehicles in a single financial year. In 1995, it rolled out its ten millionth vehicle and produced and sold 1 million vehicles in a year. According to the authors of Globality: Competing with Everyone from Everywhere for Everything, Bajaj has grown operations in 50 countries by creating a line of value-formoney bikes targeted to the different preferences of entry-level buyers. [3] Timeline of new releases • • • • • • • • • • • • • • • • • • • • • • • 1960-1970 - Vespa 150 - Under the license of Piaggio of Italy 1971 - three-wheeler goods carrier 1972 - Bajaj Chetak 1976 - Bajaj Super 1977 - Bajaj Priya 1977 - Rear engine Autorickshaw 1981 - Bajaj M-50 1986 - Bajaj M-80, Kawasaki Bajaj KB100, Kawasaki Bajaj kb135, 1990 - Bajaj Sunny 1991 - Kawasaki Bajaj 4S Champion 1994 - Bajaj Classic 1995 - Bajaj Super Excel 1997 - Kawasaki Bajaj Boxer, Rear Engine Diesel Autorickshaw 1998 - Kawasaki Bajaj Caliber, Bajaj Legend, India's first four-stroke scooter, Bajaj Spirit 2000 - Bajaj Saffire 2001 - Eliminator, Bajaj Pulsar 2003 - Caliber115, Bajaj Wind 125, Bajaj Pulsar 2004 - Bajaj CT 100, New Bajaj Chetak 4-stroke with Wonder Gear, Bajaj Discover DTS-i 2005 - Bajaj Wave, Bajaj Avenger, Bajaj Discover 2006 - Bajaj Platina 2007 - Bajaj Pulsar-200 (Oil Cooled), Bajaj Kristal, Bajaj Pulsar 220 DTS-Fi (Fuel Injection) , XCD 125 DTS-Si 2008 - Bajaj Discover 135 DTS-i - sport (Upgrade of existing 135cc model) 2009 - Bajaj Pulsar 135(December 9) [4] (January) Bajaj XCD 135 cc , Bajaj Pulsar 150 DTS-i UG IV, Bajaj Pulsar 180 DTS-i UG IV, Bajaj Pulsar 220 DTSi , Bajaj Discover 100 DTS-Si. Spinoffs and acquisitions The demerger of Bajaj Auto Ltd into three separate corporate entities—Bajaj Finserv Ltd (BFL), Bajaj Auto Ltd (BAL), and Bajaj Holdings and Investment Ltd (BHIL)—was completed with the shares listing on May 26, 2008. [5] In November 2007, Bajaj Auto acquired 14.5% stake in KTM Power Sports AG (holding company of KTM Sportmotocycles AG). The two companies have signed a cooperation deal, by which KTM will provide the know-how for joint development of the watercooled four-stroke 125 and 250 cc engines, and Bajaj will take over the distribution of KTM products in India and some other Southeast Asian nations.[6] Bajaj said it is open to taking a majority stake in KTM and is also looking at other takeover opportunities. On the 8th of January 2008, Managing Director Rajiv Bajaj confirmed the collaboration and announced his intention to gradually increase Bajaj's stake in KTM to 25%. [7] Products Main article: List of Bajaj Auto products Bajaj has made a number of motorcycles, scooters and cars. Motorcycles in current production are the XCD, Platina, Discover, Pulsar and Avenger. Cars include the Bajaj ULC ultra-low-cost car. Low cost cars Bajaj Auto says its $2,500 car, which it is building with Renault and Nissan Motor, will aim at a fuel-efficiency of 30 km/litre, or twice an average small car, and carbon dioxide emissions of 100 gm/km [8]. The car is scheduled to be launched in 2012. [9] It is a Tata Nano competitor. The Bajaj venture will have an initial capacity of 400,000 units, while Tata expects eventual demand of 1 million Nanos. India’s Automobile Industry The country’s two-wheeler industry is the second-largest in the world after China’s. The Indian domestic two-wheeler industry has Grown at a CAGR of 7% during FY05-09. However, industry growth slowed down in FY08, with sales falling by 8% largely due to The credit squeeze and rising interest rates. In FY09, the industry has grown by 2.6%. Indian market leader Hero Honda is the world’s largest two-wheeler company. Segments Until the late 1990s, scooters dominated two-wheeler sales, with motorcycles accounting for less than 40% share. On the back of better fuel efficiency and faster mobility, there has been a structural shift, with motorcycles holding 80% of the segment. However, with the launch of the fuel-efficient gearless scooters with contemporary technology, which target young women, teenagers and the elderly, scooter sales have been rising. Export The export of two-wheelers from India had a CAGR of 31% in FY05-09, crossing the 1 million mark in FY09. Motorcycles constitute 96.7% to the total export of two-wheelers. The primary markets have been the developing economies of South Asia and Latin America. Ernst & Young viewpoint Though FY09 was a tough year for two-wheelers like it was for other automotive sectors, the variation in growth with respect to the five-year CARG was the lowest comparatively. Considering the demographics and income levels in the country, the purchase of two- wheelers for regular mobility is very high, thus the domestic potential needs no reaffirmation. We believe that focusing on rural potential will pay dividends for the domestic market and the export volume growth should remain intact. “In comparison with other countries, Indian government cannot focus only on wealthy people. They have to take care of the people of lower income which occupy the majority. This will support the bottoming up of these people who will appear the customer of two wheelers. So, two wheelers market in India has a long way to go.” Yoshihito Konishi Chief Operating Officer, India Yamaha Motor Pvt Ltd The Pulsar: “DEFINITELY MALE” Bajaj Pulsar was developed by the product engineering division of Bajaj Auto in association with motorcycle designer Glynn Kerr Tokyo R&D.[10] Currently there are four variants available -with engine capacities of 135 cc, 150cc, 180cc and 220 cc. More than a million units of Pulsar were sold by November 2005. With monthly sales of more than 48,000 units in June 2009, Pulsar is the leader in the 150 cc segment in India with a market share of 43%. [11] History Before the introduction of the Pulsar, the Indian motorcycle market trend was towards fuel efficient, small capacity motorcycles (that formed the 80-125 cc class). Bigger motorcycles with higher capacity virtually did not exist (except for Enfield Bullet). The launch and success of Hero Honda CBZ in 1999 showed that there was demand for performance bikes. Bajaj took the cue from there on and launched the Pulsar twins in India on November 24, 2001. [12] Since the introduction and success of Bajaj Pulsar, Indian youth began expecting high power and other features from affordable motorcycles. The project was faced with internal resistance, reservations by Mckinsey and doubts on its effects on Bajaj's relation with Kawasaki. The project required approximately 36 months for completion and cost Bajaj `1 billion. Specifications 2010 Pulsar Pulsar 135 [13] 150 DTS-i Power (bhp) Torque (N·m) Wheelbase (mm) Weight (kg) 13.5 11.4 1325 122 14.09 12.8 1330 143 115 2010 Pulsar 180 DTS-i 17 14.22 1345 147 125 [Ceased in [Ceased in 2010 2009] 2009] Pulsar Pulsar 200 Pulsar 220 220F DTS-i DTS-Fi DTS-i 18.2 17.98 1345 147 135 20 18.7 1350 150 140 21.04 19.12 1350 152 144.5 2010 Pulsar 220S DTS-i 21.04 19.16 1350 148 145 [15] Top Speed 115[14] (km/h) Evolution 2001 The original Pulsar came with a 150 cc air-cooled, single-cylinder, petrol, spark-ignited four-stroke engine which made 12 bhp of max power. They featured a single spark plug to ignite the air-fuel mixture fed from a carburetor, simple spring shock absorbers, round headlamp dome and 1,265&mm wheelbase. Disc brakes as standard equipment were a novelty in Indian motorcycles of the early 2000s. Other standard features were parking lights and an aircraft-type fuel tank lid. The 180 cc version made 15 bhp of max power and came with a twin-tone horn, which was optional equipment on the 150 cc version. Electric Start (ES) was also offered as an option on both the bikes. [16] 2003 The second generation Pulsars featured Bajaj Auto's newly developed DTSi technology, [17] which increased the power rating of both versions by 1 bhp (0.75 kW) each and also increased fuel economy.[18] This model also introduce a new headlamp assembly, 1,320 mm wheelbase,[19] and standard twin-tone horn and trip meter. 2005 Bajaj Pulsar 180 DTSi UG II (2nd generation- DTSi Engine) In 2005, Bajaj launched another upgrade of the Pulsar. The bike was offered with 17-inch (430 mm) alloy wheels as standard option, and the stance was also lowered by about 12 mm. It was the first time any bike maker in India had offered 17-inch (430 mm) profile wheels at the rear. The fuel tank now had a capacity of only 15 litres. [20] The power output was now further increased to 13.5 bhp (10.1 kW) @ 8500 rpm for the 150 while it increased to 16.5 bhp (12.3 kW) @ 8500 rpm for the 180.[21] The rear shock absorbers were now gas-filled Nitrox absorbers. 2006 Bajaj introduced another version of Pulsar. New features included: pilot lamps separated from the main headlamp, turn indicators with clear lenses and amber bulb, self-cancelling turn indicator switch, flush LCD screen with digital read-out of key vehicle data, noncontact speed sensor, non-contact backlit switches, twin-stripe LED tail-light assembly and side panels altered for a sharp, tapering-towards-the-rear look. The engine had increased torque availability, reduced vibration and improved gear shift feel. They also introduced the 1 down 4 up variant of the gear box for the first time on sub 150 cc variants. [22] 2007 Main article: Bajaj Pulsar 220 DTS-Fi In July 2007, Bajaj began selling the Bajaj Pulsar 220 DTS-Fi and Pulsar 200 DTS-i, the former featuring fuel injection and oil cooled engines, a digital dash, and modern styling. This bike has some features which are totally new to the Indian market, like the fuel injection itself, rear disc brake and clip-on handlebars (the first two only available in the 220 model). 2009 Bajaj released the UG IV (fourth upgrade) versions of the Pulsar 150 and Pulsar 180 in April 2009. The upgrades for the Pulsar 150 included an all-black theme, tank scoops similar to those on the Pulsar 200, a 3D Pulsar logo, and a changed electrical system (full DC). Power also increased from 13.5 bhp to 14.09 bhp (8500 rpm). Electrical enhancements like auto head light switch-off after few seconds of turning the engine off to protect the battery, self cancelling turn signals, icon illumination (horn icon, indicator icon, engine cut off icon, etc.), side stand warning light, duel digital trip meter, low fuel warning light (which also flashes when the engine is revved too hard), and low battery indicator are common features among all the variants. The Pulsar 180 received upgrades like wider tyres, split seat, tank scoops, clip-on handlebars, 3D Pulsar logo, swing arm suspension borrowed from Pulsar 200, and thicker forks. The power was increased to 17 PS. Bajaj launched a carbureted version of Pulsar 220 on June 2009, tagging it as "the fastest bike in India". [23] It also discontinued the production of Pulsar 200 on July 2009. Technology DTSi DTSi stands for Digital Twin Spark Ignition, a Bajaj Auto trademark. Bajaj Auto holds an Indian patent for the DTSi technology. The Alfa Romeo Twin-Spark engines, the BMW F650 Funduro which was sold in India from 1995 to 1997 also had a twin-spark plug technology, and the Rotax motorcycle engines, more recently Honda's iDSI Vehicle engines use a similar arrangement of two spark-plugs. However very few small capacity engines did eventually implement such a scheme in their production prototypes. Patent infringement allegations In September 2007, Bajaj Auto filed a claim accusing that the development of TVS Flame was in violation of their patent for DTS-I. [24] TVS Motors countered by threatening to sue Bajaj Auto for libel.[25][26] On February 2008, the Madras High Court in Chennai restrained TVS from launching it with the twin spark plug technology.[27] TVS appealed against this decision, claiming that crucial evidence was not taken into account[28] and in March 2008, launched the Flame with a modified engine containing one spark plug.[29] The DTSi idea is a simple one to understand - it involved usage of two spark plugs (instead of one) per engine cylinder. ExhausTEC ExhausTEC stands for Exhaust Torque Expansion Chamber, a technology patented by Bajaj.[30] The technology involves use of a small chamber connected to the exhaust pipe of the engine to modify the back-pressure and the swirl characteristics, with an aim to improve the low-end performance of the bikes. The ExhausTEC technology is claimed to be highly effective in improving the low- and mid-range torque. [31] Awards The different variants of Pulsar have won the following awards. [32] 2008 • • • ET NOW - ZigWheels—Bike of the Year ET NOW - ZigWheels-Technology of the Year UTV Bloomberg-AutoCar-Bike of the Year 2010 • • UTV Bloomberg-AutoCar-Viewer's Choice of the Year All Auto Mags-Overdrive, AutoCar, BS, Bike Top Gear-IMOTY Award-Indian Motorcycle of the Year 2008 • • • • • • Bike India awards—Bike of the year (up to 250 cc) 4Ps Power Brand Awards-Ranked First in 'TOP 30 AUTOMOBILE BRANDS OF INDIA' Indian Motorcycle of the Year Overdrive-Bike of the Year 2008 NDTV Profit Car India and Bike India Awards-Bike of the Year 2008 All Auto Mags-Overdrive, AutoCar, BS, Bike Top Gear-IMOTY Award-Indian Motorcycle of the Year 2007 • CNBC-TV18 Autocar Auto Awards—Bike of the Year 2005 • 2004 • 2003 • • • • • NFO Automotive- TNS Automotive Total Customer Satisfaction in Premium Segment ICICI Bank OVERDRIVE Awards 2004- Bike of the Year 2004 BBC World Wheels Award—Viewers' Choice Two Wheeler of Year BBC World Wheels Award—Best Two Wheeler between Rs 55,000 to Rs 70,000 BBC World Wheels Award—Best Two Wheeler between Rs 45,000 to Rs 50,000 NFO Automotive—Motorcycle Total Customer Satisfaction Study ICICI Bank OVERDRIVE Awards—Bike of the Year 2002 • • OVERDRIVE Awards—Most Exciting Bike of the Year Business Standard Motoring- Bike of the Year 2002 Marketing Strategy • Price / Selling Effort Strategies: A firm that follows a skimming strategy seeks to be the first to introduce a product with very good performance, selling it to the innovator market segment and charging a premium price for it. It makes as much • • • • • • profit as possible, then moves on when the competition arrives. The price is likely to fall over time as competition is encountered. Such a skimming strategy contrasts with a penetrating strategy, which seeks to gain market share by sacrificing short-term profits, and increasing the price over time as market share is gained. Competitors have certain strengths and abilities. To succeed, a firm must leverage its own unique abilities. A firm should prepare defensive strategies before potential threats arrive. If the competition surprises a firm with the introduction of a vastly superior product, the firm should resist the temptation to proceed with its mediocre product. A firm never should introduce a product that is obsolete when it hits the market. The competition's probable response to a firm's actions should be considered carefully. Being the leading manufacturer of two & three wheelers market BAL(Bajaj Auto Ltd.) has been providing the best of the class models at competitive prices. Most of the Bajaj models come loaded with the latest features within the price band acceptable by the market. They regularly update the low price bikes with the latest features like disk-brakes, anti-skid technology and dual suspension, etc Marketing Research for Strategic Decision Making The two most common uses of marketing research are for diagnostic analysis to understand the market and the firm's current performance, and opportunity analysis to define any unexploited opportunities for growth. Marketing research studies include consumer studies, distribution studies, semantic scaling, multidimensional scaling, intelligence studies, projections, and conjoint analysis. A few of these are outlined below. • • • Semantic scaling: a very simple rating of how consumers perceive the physical attributes of a product, and what the ideal values of those attributes would be. Semantic scaling is not very accurate since the consumers are polled according to an ordinal ranking so mathematical averaging is not possible. For example, 8 is not necessarily twice as much as 4 in an ordinal ranking system. Furthermore, each person uses the scale differently. Multidimensional scaling (MDS) addresses the problems associated with semantic scaling by polling the consumer for pair-wise comparisons between products or between one product and the ideal. The assumption is that while people cannot report reliably which attributes drive their choices, they can report perceptions of similarities between brands. However, MDS analyses do not indicate the relative importance between attributes. Conjoint analysis infers the relative importance of attributes by presenting consumers with a set of features of two hypothetical products and asking them • which product they prefer. This question is repeated over several sets of attribute values. The results allow one to predict which attributes are the more important, the combination of attribute values that is the most preferred. From this information, the expected market share of a given design can be estimated. They invest lot of time and lot of share of earnings in R&D to develop there product to compete with competitor and to give fine product to customer. Research and Development (R&D) 2009-10 was an important year. Bajaj Auto’s R&D departments were involved with the reaction of number of new products, which have helped the Company to acquire more insignificant market presence. In addition, it has done considerable work in process engineering. Products Pulsar 220 F: The Pulsar 220 F was re-defined to be the best performing sports bike in india. It became the fastest Indian bike. Work was done to enhance its power while reducing its fuel consumption. The bike was also made more affordable. Pulsar 180 UG: The bike was loaded with new features and style along with higher performance. It has, in effect, expanded the greater than 150 cc segment. Pulsar 150 UG: Pulsar 150 – the backbone of the Pulsar brand – was upgraded with a more powerful engine and new features like clip on handle bars and tank flaps. These features have made the Pulsar 150 the best seller in its category. Pulsar 135 LS: The Pulsar 135 LS was built to create a light sports offering in the Pulsar family. It was designed to be true to the Pulsar character of aggression, technological Predisposition and outstanding style. This bike is powered by a 4V DTS-i engine which is the first of its kind. The four valves allow the engine to breathe well, generating superb Performance, while DTS-i gives it excellent fuel economy. The Customer Response Bajaj Pulsar was a great buy sometime ago, but right now considering the competition there are better bikes around from Honda, TVS and Yamaha. People are already bored seeing too many Pulsars in the city. It is time for Bajaj too launch a new 150cc model to its product line. The digital console was an attraction a while ago, but now many bikes have introduced them. If you are a Pulsar fan and have admired the bike for quite a long time, then go ahead and buy it. BikeAdvice Overall Rating: 4/5 Performance Rating: 4/5 Beauty Rating: 4/5 Pros: Trendy Looks, Fuel Efficiency, Great pickup Cons: A little unsafe, Riding posture is not good for people more than 6 ft tall. [33] 180 ccThe Bajaj Pulsar 180 is a package for young brigade and is a powerhouse with sensational 125kmph top speed. The bike performs well at all speeds and cornering is something commendable. The bike using Digital Twin Technology Ignition (DTSi), Ignition with Digital CDI, Twin Spark Plugs and a third-generation Throttle Responsive Ignition Control System should never let you down as you carry your honey! 200 ccThe 18ps pulsating power generated by the 200cc engine provides great riding excitement to bikers, echo all of the Bajaj dealers . It is the first bike in India with tubeless tyres both in front and rear in this segment. The tubeless tyres offer superior stability that is safer than the conventional tube tyres while adding to fuel economy. Better road grip and stability is ensured by the very broad rear tyre. The bike has new digital console with Digital Odometer, Digital Speedo meter, Digital Fuel Gauge and two Digital Trio Meters. This Bajaj bike is the first one with electric start. And needless to say it is very convenient for a city rider. After all, we know the traffic jams right? Ask me downside of this bike… Well, it doesn’t have a kick-start facility. So when the battery is down (keep looking at the indicator off and on my friend!) or fused out, God save you or you got to push it to a recharge facility! 220 ccIn the test rides, the Pulsar 220 is a little faster than the Karizma, but we have to wait for Karizma Fi, a new version of Karizma that is to be launched soon. Bajaj Pulsar 220 is a great bike overall compared to the other bikes in India, but taking into account the international bikes, its stands no chance against them. Hopefully we can see lot of new technology coming up in Indian bikes in the coming years. If you want a high performance bike, wait a little longer for the new Karizma and then make the decision. Pros: Pickup, aggressive looks, Pulsar branding Cons: Not so pleasant engine sound Reference 1. http://www.forbes.com/lists/2006/18/06f2000_The-Forbes-2000_Counrty_5.html 2. http://www.forbes.com/lists/2005/77/Q12C.html 3. http://209.83.147.85/globality/ ,http://en.wikipedia.org/wiki/Special:BookSources/0446178292 4. http://goodbyetraffic.in/ 5. http://economictimes.indiatimes.com/Features/The_Sunday_ET/Corporate/Bajaj_ Auto_demerger_is_complete/articleshow/3069396.cms 6. http://www.business-standard.com/india/storypage.php?tp=on&autono=29745 7. Rina Chandran (2008-01-10). "Bajaj to develop bikes with partner KTM". 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Bajaj Auto claims that they are in the process of obtaining a patent for DTSi 18. http://www.blonnet.com/iw/2003/11/30/stories/2003113000101100.htm 19. http://www.thehindubusinessline.com/iw/2003/11/30/stories/2003113000121100. htm 20. http://www.indiabike.com/roadtest/shootout/shootout_dec2004/design.htm 21. http://www.indiabike.com/roadtest/shootout/shootout_dec2004/engine.htm 22. http://www.blonnet.com/iw/2006/11/05/stories/2006110502471700.htm 23. http://economictimes.indiatimes.com/Two-wheelers/New-Pulsar-Fastestproduction-bike-in-India/articleshow/4739270.cms 24. http://economictimes.indiatimes.com/Patent_row_BajajTVS_spat_may_end_up_in_court/articleshow/2341713.cms 25. http://economictimes.indiatimes.com/News/News_By_Industry/Auto/Twowheelers/TVS_takes_lead_in_legal_war_with_Bajaj/articleshow/2493910.cms 26. http://in.reuters.com/article/idINIndia-29302820070903 27. http://www.blonnet.com/2008/02/17/stories/2008021751350100.htm 28. http://www.blonnet.com/2008/02/27/stories/2008022752430200.htm 29. http://www.blonnet.com/2008/03/11/stories/2008031151070200.htm 30. http://sify.com/finance/bajaj-gets-engine-technology-patent-news-autojehaFDgbfca.html 31. http://economictimes.indiatimes.com/Two-wheelers/Bajaj-gets-patent-forEshausTEC-technology/articleshow/4350895.cms 32. http://www.bajajauto.com/bajaj_awards_02-01.asp 33. http://bikeadvice.in/bajaj-pulsar-150cc-dts-i-review/