Autologue Design

Objective: To create an effective communication plan that will address the requirement of 'popularizing' and 'selling' the Autologue Kits (which range from 5K to 50K and up...)

Communication Approach -

Cater to the Identified Target Audience

Easy to understand

Build a Recall Value

NOT boring

The 'emotional' connect - From one Biker's soul to another...

"It's not the Tattoos. Not the chain clippers. Not

the razored hair.

It's what you RIDE. It's WHO YOU ARE."

Bikers 'Chic'

Biking is a personal style statement.

The way you sit on the Bike. The way you ride. The way you 'un-mount.' The way YOU are...on YOUR bike.

Communication Concepts (That apply across board)

Concept " Do. What YOU want. Get on a Bike."

A rider is shown doing cool stunts. He takes off his helmet, gloves and then boots...to show he was riding with a prosthetic/Jaipur foot.

Mediums/Platforms - Both Online and Offline

Short Snippets. Viral Videos. 30-50 secs.

Concept De-markation basis TG classification

Hard to bifurcate TG. Let's use the 'ambiguity' as a Marketing Opportunity. Category Creation.

We are not taking the D-Mart approach of selling everything to everyone!

We are focusing on TG specific communication so as to derive

maximum relevant reach within realistic budget.

To target the two distinct types of Target Group, we have devised a communication plan basis a detailed research on the mind-set and buying behavior of the TG.

Research led us to classify the Target Group into two broad categories and formulate a communication basis their attitude when it comes to bikes -

1) The 'Wannabes,' who areFast, flashy, loud -> Seeking a differentiator to HOG the Limelight, wanna be the talking point.Lets call them the BIKERS!

Who are Bikers? What’s their Adeline?

They want to hear that they are 'cool.'

Sample Derivative: 25 Yr old, Senior Executive, maybe works at a BPO and has disposal income (to an extent). Into Customer Service, Sales, Graphic Designer at a junior cadre etc

2) The 'mavericks' or the 'real Riders.' Intelligent and evolved. Interested in technical features along with design enhancements to their already high end bikes (Royal Enfield, Bullet, Triumph Bourneville) and have studied 'design' from a scientific point of view.

Sample Derivative - 28 yrs and beyond. Has a good educational background. Has travelled alone and on his own. Understands the 'mechanics' of his bike in detail and looks forwards to discussing each detail with fellow riders. He is passionate about life and about his Bike. In all probability his passion for his bike superceeds his love for everything else!

A Rider isn't only about Speed. He is into 'Taking Care...'

He understands the Devil and Believes in Angels

He is aRider

Exclusion to the TG: Guys who look for 'mileage' solely.

TG - 'The Wannabes'or the Bikers

Medium - Social Media (FB/TWITTER/YOUTUBE)

1) For them we will have interesting content as Viral Videos. 4-5 Concepts.

These would be teasers...say 10-30 secs just to pique interest.

Concept: Bike mein ho dum, log dekhe...jahanchale hum...

Communication will be predominantly in Hinglish and slightly Bollywood.

2) Digital APP - Targeting Gamers

Design a game with bikes (since we have far too many and not interesting enough) and send the concept across. WIN a customized bike, if your game gets selected by us!

Sponsor Bike Games at all Metro Malls. Whoever wins the maximum number of times, wins a free kit to customize his bike. (Most games at these arcades are on Speed and the thrill which will serve as a connect.

3) Cross promotional content with dedicated communities like 'CrazyBikersIndia' on FB

TG - The 'Smarties' or the Riders

Medium - Channel Marketing/Dealer Network

1) Set Up Biker's Cafe/ Rider's Halt(doubles up as a dedicated Autologue Showroom) on key routes like the Mumbai- MalshejGhat route or the Mumbai - Leh-Ladak route or the Manali - Ladak route.

This would be an exclusive showroom plus halt areas designed for Bikers/Riders.

Guys and Gals who ride and over long distance, often have a very different take on life.

Their 'smoothies' are made of Red Bull and 'milk on the side!'

They like to halt at places where they can exchange stories with fellow bikers and also where their bike can be serviced. She (the Bike) is everything and the only thing that matters after all.

The 'Halt' can be called a Biker's Studio or a Biker's Cafe.

But it has to be a 'shrine' of sorts. A biker's shrine. Each of these cafes/halts have to have a 'thing' ...an 'it' that will make people WANT to stop at the studio. This will be of course where they will get to see the entire range of products (kits from Autologue), get new trims, their bike serviced, grab a quick bite...before moving on...

The 'halt' area should have some additional open ground space with provision for pitching tents (can be bought or rented from the Biker's Cafe/Autologue Showroom) and a bonfire. Basics. No Jazz. Loads of Pizzazz.

PR connect -

Medium :On ground an Online

They say fact is stranger than fiction. And this would be essence of this module.

Thirsty Pilgrims

How you can dream big ( in your own small way) and make it come true. It's your passion that drives your will which ultimately drives your way forward.

Your passion for a Royal Enfield combined with your passion for getting water to your barren fields in the village made you use the power of Enfield Bike! How..stay tuned to know more...

The YUV(i)raj

Yuvraj Singh the 'Biker Boy!

Yuvraj is more of a 'car guy'

Cool, Savvy and Sauve...he is a biker 'cos he likes the thrill and wants to be part of the bike brigade but he isn't the one to choose a Harley. His first long ride was on a Yamaha (and he got a good hiding for it from mum) but he WANTS a BMW. He is all about FAST and FLASHY! More than a Rider, he is a BIKER.

Statistically, in Indian Hero Pulsar has been way ahead of any bike in the category. in 2012-13 where they were selling 70, 000 Skus of Hero Pulsar in a month in India (stats source Marketing White Book 2012-13), the nearest competitors were somewhere between 20k to 25k SKUs in a month. This was because of mileage (we are Indians, after all) but also because of the STYLE n SPEED factor. Boys could zip past the chicks...BIKER BOYs. The community is dominated by the Biker Boys. 75% of the pie comprises of them. 25% are the Riders. The cruisers. Those who actually understand what it means to 'romance' their machine...

Now this 25% is what drives the other 75% towards bikes. They set the aspirations to these youngsters who want to do to things and take trips...not on their Harley or Royal Enfield (pre-dominantly 'cos they can't afford to and also because YOUTH demands speed and 0-120 in secs as a fundamental right)

Yuvraj Singh would be speaking to these BIKER boys. He will get us the BIKER boys eyeballs (even if the riders might now like his initially...) He is some-one who will take the volume of sales 'MASS' and slowly we can trace his journey as he evolves from a BIKER to a RIDER. we can document his journey for and with Autologue Design which is already catering to Bikers as well as Riders.