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Brand Management

Syndicate 10

THE LEVITT’S MODEL

Kunal Nagpal 09020541072


Navneet Bagga 09020541076
Priyanka Agarwal 09020541083
Sayantan Das 09020541091
Tushar Shambharkar 09020541102
Dheeraj Pujani 09020541132
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 audience.

In a nutshell, Levitt's model suggests


that all elements of a product,
service, or experience fall into three
value categories for consumers: generic, expected, and augmented.
Generic elements are things every such product or service would offer (ie,
you would expect every grocery store to have food for sale). Expected
elements are those things beyond the generic, but still expected from a
quality provider (you would expect a good grocery store to be clean, well-
stocked, and well-staffed). Augmented elements are the surprises, what
Roan calls the ''wow'' that consumers don't expect from the experience
(having your standard monthly order waiting for you in a shopping cart when
you arrive at the store, for example).
When you try to differentiate yourself based on generic or expected values,
you can wind up screaming into the wind. Yes, we know you have a beautiful
space with thoughtful repertoire, extended program notes, and nice color
photos of your artists. We expect that from any cultural organization in your
class. With these elements, you can lose points for not providing them, but
you can rarely gain points by marketing them better. They're expected, tell
me what else you've got.

Generic Product:

This is a product with basic functionality. As an example, a green jelly bean.


Nothing special about it - many competitors make green jelly beans. They
are all alike.
Expected Product:

For this product, the manufacturer adds all of the supporting stuff the
customer needs/expects to make this a real product. This includes things like
good quality - who wants a green jelly bean that tastes like lime one day and
dish soap the next? It also includes packaging, distribution, etc. So, you can
buy the green jelly beans in the store of your choice with the right number in
the bag, oh, and, you probably expect there to be red, black, orange, and
purple jelly beans too!

Augmented Product:

For this product, the manufacturer adds some "nice to have" features that
set it apart from the competition. For our example, the manufacturer could
supply a jelly bean dispenser in which you could carry your jelly beans
throughout the day and pop one after a good meal. Quite often, this step
involves "partners" - someone who provides a little more service or
complementing products. For jelly beans, perhaps the manufacturer partners
with a wine company who provides just the right wines to go with the various
jelly bean colors, or with a cook book publisher who publishes recipes for
jelly bean desserts.

Potential Product:

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. Our jelly bean manufacturer
becomes your partner by allowing you to call him in the middle of the night
when you run out of green jelly beans (you still have plenty of red, purple,
and orange ones...but you like green) and he delivers them to where ever
you are at that point. He comes on a Sunday to cook your jelly bean cake for
a dinner party. You have a love of key lime (not just lime) and he will design
a green key lime jelly bean for you. After you wake up, he makes your bed
and places green jelly beans on your pillow. He has become an indispensable
part of your life. His green jelly beans are now the complete "potential"
product and you are realizing altimate satisfaction.

The point of the Whole Product Model is that "value" to the customer
increases as the manufacturer moves from the generic product to the
potential product. Competitive advantage also increases because you build a
closer and closer relationship to the customer. And, because of this, barriers
to entry increase.

Application of Levitt’s Model : Bajaj Pulsar - 220

BASIC:

Style
Feature Benefit
All Black styling, 3D chiselled logo,Enhances the Sporty & Aggressive look
Vertical stack twin projectorof this aerodynamic machine
headlamps, Split seats, Clip-on
handle bar

Engine
Feature Benefit
4 stroke, 220 cc, 21 Ps, Digital TwinThe most powerful engine of its class
Spark Ignition engine with India'sgiving highest output & mileage because
largest venturi carburettor,of efficient combustion of fuel & air
temperature based ignitionmixture. Good startability & better
mapping, Auto choke torque

Headlamp
Feature Benefit
High wattage (55 W) twin projectorPrecise, high penetrating beams with a
lamp wide spread that helps in better
lighting up the road & surrounding area
ensuring clear visibility even in
extreme conditions

Brakes
Feature Benefit
Dual hudraulic disc brakes. FrontLarge diameter of the disc gives better
260 mm & Rear: 230 mm braking performance

Tyres
Feature Benefit
Wide front & rear, soft compoundTubeless tyres donot deflate
tubeless tyres. immediately in case of a puncture
Front: 90/90 X 17" thereby enhancing safety & better
Rear: 120/80 X 17" handling. Soft compound tyres give
better grip even at higher speeds

Electricals
Feature Benefit
12 V full DC Better starting & uniform illumination at
variable speed even at stand still

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 India’s biggest 32mm Ucal UCD 32 venturi carburetor in place of the
Delphi-supplied 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.
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.
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.
Thrilling Experience: Bajaj calls this bike ‘The Fastest India’ and the
bike’s 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.

DRIVING WHEEL:
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.
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.
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.

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