Brand Management Syndicate 10

THE LEVITTS MODEL

Kunal Nagpal Navneet Bagga Priyanka Agarwal Sayantan Das Tushar Shambharkar Dheeraj Pujani
LEVITTs MODEL:

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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, wellstocked, 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 Levitts 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, Wolfeyed 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 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
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.

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-itskind 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.