bajaj220
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BRAND MANAGEMENTLEVITT’S BRAND BUILDING MODEL
-by
Shagun Lidhoo
Amreen Shakeel Sheikh
Stuti K
Twinkle Bhatia
Trishna Dutta
Tanya Godinho
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OUR PRODUCT BRAND
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42%
19%
27%
9%
3%
Market Share (2011 - 2012)
Hero Honda TVS Bajaj HMSIL Others
Market Share of two wheeler’s 2011-2012
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12% 5%
83%
Breakup of the Industry by Segment
Scooters Mopeds Motorcycles
Break-up of the two wheeler segment
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BAJAJ PULSAR PROFILE 220 DTS-I
Bajaj Auto Pulsar 220 DTSi (flagship version)
launched- 2009
Launch Price- Rs. 70,000
Non Fuel version of DTS- Fi
Chiseled body with 3-D graphics, redesigned console
background and revised clip on handle bars
Engine- 32mm venturi carburetor with an auto-choke
feature
Power output has been pegged at 21.04PS @
8500rpm with torque at 8000 rpm
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SPECIFICATIONS
Engine
Type- 4-stroke, DTS-i, air cooled, single cylinder
Displacement- 220 cc
Max Power- 21.04 @ 8500 (Ps @ RPM)
Max Torque- 19.12 @ 7000 (Nm @ RPM)
Front- Telescopic, with anti-friction bush
Rear- 5 way adjustable, Nitrox shock absorber
Break
Front- 260 mm Disc
Rear- 230 mm Disc
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TYRES AND WHEELS
Front- 90/90 x 17 - Tubeless
Rear- 120/80 x 17 – Tubeless
FUEL TANK
Total litre (reserve, usable)
15 litres (3.2 litres reserve, 2.2 litres usable)
ELECTRICALS
Battery
Low Maintenance Battery
Headlamp (Low/High Beam- Watts)
Low - projector lamp 55w, High - Ellipsodial lamp 55w
SPECIFICATIONS
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DIMENSIONS AND WEIGHT
Length - 2035 mm
Width - 750 mm
Height - 1165 mm
Ground clearance - 150 mm
Wheelbase - 1350 mm
Kerb Weight - 150 kg
SPECIFICATIONS
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TVC-2010
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TVC-2011
At one minute 10 seconds, this video is a little too long too be aired as a commercial on
prime time, so we are not sure whether you can see it on TV. It’s a promotional video
for sure though, and a very well made one at that, so definitely worth a watch. Bajaj
has always been known for its outstanding video commercials for its Pulsar range, and
this one isn’t bad too (although not quite in the league of the Pulsarmania campaign).
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The video shows the 220F getting air, landing, sliding
bending and stoppie-ing in slow-motions, somewhat
reminiscent of the super slow motion videos of the Isle of
Man documentary videos.
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PRINT ADS-2009
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PR EVENTS
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STEPS OF LEVITT’S BRAND BUILDING
1. Trial is the origin of brand building
2. Trail is triggered by driving wheel.
3. Trail is satisfactory wire lead to repeat purchases
4. Repeat purchase will give added value to customer
and buyer become brand advocate, brand champion.
5. Brand ambassador will himself become loyal and
bring new buyers free of cost for the company.
6. Brand equity is the money value of image once the
brand image is achieve, the brand large market share
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LEVITTS MODEL OF BRAND BUILDING
Core Product – It is the requirement to enter the market.
Expected Product – It is what consumers expect when they purchase a product.
Augmented Product – It represents the product when enhanced differentiation occurs.
Potential Product – It is everything potentially feasible to attract and hold customers.
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ADVERTISEMENT
THE FASTEST INDIAN
DRIVING WHEEL
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Thrilling Experience, Excellent
Performance, Power Output
Insurance, Service Centers, High Quality, Digital
Console
Engine, Tires, Style, Head lamp, Brakes
Bajaj Pulsar 220
Levitt’s Model
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THANK YOU!!!
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