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!!!