THE LEVITT S MODEL

OF Brand Building
Product Pulsar 220

Submitted by Priyank Galaw Shumitabh Ghosh Dipak Majethia Sadab Asghar T M Hedyatullah

THE LEVITT S MODEL

The model, originated by Theodore Levitt back in 1980, suggests why so many marketing and experience efforts in the arts fall flat because they never rise above the generic expectations of the consumers. In a nutshell, Levitt's model suggests that all elements of a product, service, or experience fall into four value categories for consumers

1. Core product - This is a product with basic functionality , it is undifferentiated from the rest of the products .

2. Formal product - For this product, the manufacturer adds all of the supporting stuff the customer needs/expects to make this a real product . Brand starts with this level .

3. Augmented Product- For this product, the manufacturer adds all of the supporting stuff the customer needs/expects to make this a real product.Competition takes place from this level. 4. Potential -The product becomes the potential product when it includes all functionality the market is looking for. This is where the manufacturer becomes not just a "supplier," but a partner with the customer.

Bajaj Pulsar - 220

Style
Feature

CORE
Benefit

All Black styling, 3D chiselled logo, Vertical stack twinEnhances the Sporty & Aggressive look of this projector headlamps, Split seats, Clip-on handle bar aerodynamic machine

Engine
Feature Benefit

4 stroke, 220 cc, 21 Ps, Digital Twin Spark IgnitionThe most powerful engine of its class giving engine with India's largest venturi carburettor,highest output & mileage because of efficient temperature based ignition mapping, Auto choke combustion of fuel & air mixture. Good startability & better torque Headlamp
Feature Benefit Precise, high penetrating beams with a wide spread

High wattage (55 W) twin projector lamp

that helps in better lighting up the road & surrounding area ensuring clear visibility even in extreme conditions

Brakes
Feature Benefit

Dual hudraulic disc brakes. Front 260 mm & Rear: 230 mm

Large diameter of the disc gives better braking performance

Tyres
Feature Benefit

Wide front & rear, soft compound tubelessTubeless tyres do not deflate immediately in case of a puncture tyres. thereby enhancing safety & better handling. Soft compound Front:90/90X17" tyres give better grip even at higher speeds Rear: 120/80 X 17"

Electricals
Feature Benefit

12 V full DC

Better starting & uniform illumination at variable speed even at stand still

FORMAL
Probiking showrooms: The bike will only be available in first-of-its-kind chain of 'Probiking' showrooms. Designed for biking enthusiasts, the showroom offers prospective "probikers" a chance to test-ride the bikes on a specially designed Indoor dynamometer. The 360 online campaigns: The 360 online campaigns encompass all aspects of online and mobile marketing, which claims to have reached out to consumers in several ways. Besides digital, the campaign will be present in television, magazines, cinema and outdoor.

 New Designed Logo: The bike also gets a metallic protruded Pulsar logo reminiscent to the new Pulsar 180 2009 edition. It also gets a revamped clip-on handle bar along with a redesigned console background All-Black Theme: The bike gets an all-black theme with black alloys, engine, swingarm and forks from other iterations of the same stable and makes the bike look a killer.

AUGMENTED:
Digital console: The new digital console is an advanced version of the latest Pulsar family. Apart from the Digital Odometer, Digital Speedo Meter, Digital Fuel Gauge and two Digital Trip Meters, the console on the 220 cc Pulsar DTS-Fi has indicators for Air filter condition, Engine temperature, Battery voltage and Oil level, all of which contribute to enhancing rider info for trouble-free riding. Service Centers: Bajaj has a wide distribution of service centers all over the India with all modern equipments and skilled workers. Pulsar goodies: The bike gets all the typical pulsar goodies like the Exhaustec, lovely power and torque at all rpms, cheaper spare parts, projector headlamps, a 12W 9Ah maintenance free battery, dual horns, Wolf-eyed front semi fairing, rear Nitrox shock absorbers which do their job with near perfection.

 Finance facility: Bajaj has collaboration with the financial institutions for providing finance loans with low interest and also providing insurance. High Quality: The new Pulsar DTS-Fi (Digital Twin Spark-Fuel injected) is the first bike from Bajaj Auto with the powerful combination of twin spark plugs and fuel-injection technology and is an ultimate machine for the performance motorcycle enthusiast. The latest offering has set new benchmarks in technology, performance, and styling to address the needs of a growing segment of pro-bikers.

POTENTIAL:
Power Output: The power output of the bike has risen from 20 Ps (@8500 rpm) of the DTS-Fi to a whooping 21.04 PS at the same rpm figures, a full horsepower more than the fuel injected mill in turn breaking the 20 bhp jinx which we were stuck to for quite a long time. Torque figures remain the same at 19.12 Nm but the carbureted Pulsar does it in 7000 rpm which is 500 rpms more than the fuel injected version. This also ensures the revvy nature of the engine with abundant torque available all through the curve.

Carbureted: In a lovely attempt to provide performance to masses (by reducing costs) yet keeping mandatory things in mind, Bajaj has dispensed off with the Fuel Injector of Pulsar 220 DTS-Fi. Now the bike comes loaded with Indias biggest 32mm Ucal UCD 32 venturi carburetor in place of the Delphisupplied throttle body type fuel injection system in the Pulsar 220 DTS-Fi.

 Catalytic Converter: The bike, now, with the exclusion of Fuel injector, incorporates a catalytic converter to absorb the harmful gases from the exhaust and in turn making sure that the bike meets the soon to be enforced Bharat Stage 4 Pollution Norms. Thrilling Experience: Bajaj calls this bike The Fastest India and the bikes traits lead us to believe every bit of it. Zero to sixty dash comes in lesser than 4 seconds. Zero to hundred is achieved in around 11.5 seconds and this is a whooping two seconds faster to the DTS-Fi. Add to this the true top speed of the bike is reported at close to 140 kmph with the Speedo reading in excess of 145kmph. Advertisement- The Fastest Indian: Bajaj Auto has unveiled its latest campaign for the Bajaj Pulsar 220 DTS-i. Created by O&M, the campaign positions a Bajaj Pulsar 220 DTS-i biker as 'The Fastest Indian'. It is to position the Bajaj Pulsar 220 as the fastest product bike to convey this thought to the audience in a very "Pulsar" manner, with a lot of attitude to go with it.