Driving And Driven Wheel

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

1. BRAND MANAGEMENT



THE DRIVEN AND DRIVING WHEEL ANALYSIS



SUBMITTED BY

SIDDHANT JAIN
[email protected]
9595637843

2. 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

3. 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.

4. 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.

5. WHEEL OF EXPERIENCE AND DRIVING WHEEL
BAJAJ PULSAR

6. HIGH POWER /
LOW FUEL
STURDY LOOKS
PRICING
QUALITY
GUARANTEE
STRONG
DISTRIBUTION
LOW MAINTENANCE

GOOD
COMPANY
IMAGE
BRAND
“PULSAR “
VARIANTS –
150/180/200/220/300 CC
CREDIBILITY
TAG LINE: “DEFINITELY
MALE”

BRAND
PROMOTIONS
AROUSING
ADVERTISING
HOARDINGS STYLING
ALLOY
WHEEL
FINANCIAL
SERVICES –
LOANS
VERY ATTRACTIVE
LOYALTY BRAND EQUITY
DIFFERENTIATION
SATISFIED
CUSTOMER ADDED VALUES
WORD OF
MOUTH
PUBLICITY
AMBASSADORS
TRIAL
DRIVING WHEEL
DRIVEN WHEEL
RELIABLE
EXCHANGE SCHEMES TEST DRIVES
SELF START
DTSi
DTSFI Engine

Disk Brake
MUSCULAR
IMAGE
WORD OF
MOUTH