Driving And Driven Wheel
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Driving And Driven Wheel

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This report analyse the "Pulsar" brand and what are its Driving and Driven Wheel

This report analyse the "Pulsar" brand and what are its Driving and Driven Wheel

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Driving And Driven Wheel Driving And Driven Wheel Presentation Transcript

  • BRAND MANAGEMENT THE DRIVEN AND DRIVING WHEEL ANALYSIS SUBMITTED BY SIDDHANT JAIN SIDDHANT_JAIN_IND@YAHOO.CO.IN 9595637843
  • Wheel of Experience Brand Building comprises of two wheels- 1. Driver Wheel 2. Driven wheel Driven wheel consist of core product and its features. It is defined in four levels- a. Core Product/Services b. Formal Product c. Augmented Product d. Potential Product Core Product is made up of manufacturing cost and promotion and distribution cost. In FMCG, product comprises of 80% of sales value whereas sales impact comprises of 20 % of value. Formal Products are tangible benefits of the product like -Features -Brand Name -Quality -Packing -Style Augmented product comprises of facts and figures, images, services etc. It consist of features and benefits like- a. Services b. Training
  • c. Maintenance d. Presale/Post sale consultancy e. Instructions f. Software g. Guarantees Potential Products are those features and benefits which are in the form of aspiration, Lifestyle brand etc. a. Reliability b. Credibility c. Responsiveness d. Sensitivity e. Flexibility f. Name and Fame g. Financial Services h. Partnerships Driver Wheel defines the promotional, advertising and distributional aspects attached with the product or service. It comprises of – a. Presentation b. Demonstration c. Displays d. Public Relations e. Promotions f. Hoardings Both the wheels must be synchronized with each other and absence of either of them leads to the product failure. If product features is good but if it is not communicated properly then leads to confusion and ultimately to failure. While if product itself is not good and advertised heavily may lead to initial success but finally it will fail. New features must be added continuously to the wheel in order to keep the wheel rotating effectively. Whoever does it faster will be at the top.
  • Principles of building successful brands- 1. Quality product meeting / exceeding functional needs. 2. Attractive wrap around to differentiate and enhance appeal. 3. Delight customer with additional products/services to augment basic appeals 4. Trial is the origin of brand building process. 5. Trial should lead to repeat buy. 6. Advertising, selling, promotion, PR, hoardings etc trigger the mechanism of repeat buy. 7. They start the wheel of usage experience and keep it turning.
  • WHEEL OF EXPERIENCE AND DRIVING WHEEL BAJAJ PULSAR
  • LOYALTY BRAND EQUITY DRIVEN WHEEL DRIVING WHEEL VERY ATTRACTIVE RELIABLE AMBASSADORS VARIANTS – 150/180/200/220/300 CC MUSCULAR TAG LINE: “DEFINITELY STURDY LOOKS GUARANTEE IMAGE MALE” DTSi DTSFI Engine PRICING BRAND AROUSING PROMOTIONS FINANCIAL HIGH POWER / ADVERTISING SELF START BRAND SERVICES – LOW FUEL “PULSAR “ ALLOY LOANS WHEEL TEST DRIVES EXCHANGE SCHEMES Disk Brake STYLING HOARDINGS QUALITY WORD OF WORD OF GOOD MOUTH MOUTH STRONG COMPANY PUBLICITY DISTRIBUTION IMAGE LOW MAINTENANCE TRIAL CREDIBILITY DIFFERENTIATION SATISFIED ADDED VALUES CUSTOMER