Levitts Model exemplifed - Bajaj Pulsar

Sangita Bharadwaj | Venkatesh| Ravi Mudgil| Ganesh Shendkar| Gaurav Shrivastav Shendkar|

Levitts Model
Product Benefit Core Basic Expected Augmented Potential Description Commodity Benefit Tangible Design, Size, Shape, Logo Tangible Product, Price, Promotion, Place Intangible Competitive edge like After sales services, Guarantee, Credit Sales etc Would be features realised today. Creativity of Brand to stand ahead and gain patronage of customers

Bajaj Pulsar -220 DTS-I DTS-

Bajaj Pulsar No 1 Sport Bike Journey So far

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2000-01 Pulsar Classic (150 & 180) 2002-03 Pulsar UG1 DTS-i( 150 & 180) 2004-05 Pulsar UG2 DTS-i( 150 & 180) Added Style, Nitrox Shock Suspensions[Style and Technology] 2006 UG3 50% Market share headlamp, Digital Speedometer 2007-08 200 DTS-I, 200DTS-FI 2009 UG4 3 years 2 million All Black styling + Pulsar 135 2010 220 Style 2012 Pulsar 350

Basic and Expected Product

Augmented Expected Feature Advantage Potential Basic

Style: All Black styling, 3D chiselled logo, Split seats Vertical stack twin projector headlamps Clip-on handle bar Engine: 4 stroke, 220 cc, 21 Ps, Auto choke Digital Twin Spark Ignition engine with India's largest venturi carburettor Temperature based ignition mapping Air and Oil Cooled Headlamp: High wattage (55 W) twin projector lamp

Enhances the Sporty & Aggressive look of this aerodynamic machine [Wolf eyed headlamps for 150 and 180] Sporty Look The most powerful engine of its class giving highest output & mileage because of efficient combustion of fuel & air mixture. Good stability & better torque

[150 and 180 Only Ai r cooled] Precise, high penetrating beams with a wide spread that helps in better lighting up the road & surrounding area ensuring clear visibility even in extreme conditions [Only in 221-DTSI] 150 and 180 have 35 W Pilot Lamp

Basic and Expected Product

Augmented Expected Feature Advantage Potential Basic

Brakes: Dual hydraulic disc brakes. Front 260 mm & Rear: 230 mm Tyres: Wide front & rear, soft compound tubeless tyres. Front: 90/90 X 17" Rear: 120/80 X 17" Electricals: 12 V full DC Suspensions: Front - Telescopic 130 mm Rear: Nitrox rear suspension (Nitrogen Oxide assisted gas shocker with 5 step adjustable suspension) -90 mm Digital console: Apart from the Digital Odometer, Digital Speedo Meter Digital Fuel Gauge and two Digital Trip Meters Indicators for Air filter condition, Engine temperature, Battery voltage and Oil level,

Large diameter of the disc gives better braking performance [180 and 150 have Front Disc and Rear Drum brake] Tubeless tyres do not deflate immediately in case of a puncture thereby enhancing safety & better handling. Soft compound tyres give better grip even at higher speeds [150 has Tube tyre] Better starting & uniform illumination at variable speed even at stand still Superior suspension characteristics giving plush comfortable ride on all terrains. [Front 150 -135 mm] [Rear 150 -150 mm;180-101 mm] The new digital console is an advanced version of the latest Pulsar family. [Only for 220 DTSI] Enhanced rider info for trouble-free riding [Only for 220 DTSI]

Augmented and Potential Product

Augmented Expected Feature Advantage Potential Basic

Bajaj has a wide distribution of service centers all over the India with all modern equipments and skilled workers Finance facilities Bajaj has collaboration with the financial institutions for providing finance loans with low interest and also providing insurance High Quality 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 More 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 This ensures the revvy the same rpm figures, a full horsepower more than nature of the engine with the fuel injected mill in turn breaking the 20 bhp jinx abundant torque available which we were stuck to for quite a long time. all through the curve. 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. Service Centers:.

Potential Product
Feature
Carbureted: Now the bike comes loaded with India s 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.

Advantage
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. Catalytic converter 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 Makes the bike look a killer. alloys, engine, swingarm and forks from other iterations of the same stable. New Designed Logo: The bike also gets a metallic protruded Gives a premium and bold identity to the Bike. 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: 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.

Bajaj calls this bike The Fastest India and the bike s traits lead us to believe every bit of it. Is there still Need for Speed ?

Driving Wheel
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Advertisement : The Fastest Indian : Bajaj Pulsar 220 DTS-i biker is portrayed 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: 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: 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.