Date post: | 12-Apr-2017 |
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Marketing |
Upload: | tushar-jambhekar |
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Team:4 Symbiosis Institute of Media & Communication, Pune
•Tushar Jambhekar•Syed Faraz Ali
•Rahul Upadhyaya
Assumptions for the proposal
• Product is the same; Variant will not have the same name• Price is constant• Socio-Political and Economic environment is constant• Hero Honda is willing to invest resources in Pleasure• Support for Just4her and other campaigns will continue• Campaigns will run for six months minimum• No drastic change by the competitor and his strategy• Media Space is available
Presentation Flow
Brand Hero Honda Pleasure
Brand Analysis
Brand Strategy
Communication Strategy
AV
Market Research is a process of going up the alleys to see if they are blind
Talk to the people you love, before you own them.
Brand Factor Pyramid
PresencePresence
RelevanceRelevance
PerformancePerformance
AdvantageAdvantage
ConvictionConvictionCan anything else beat it ?
Does it have any advantages?
Is it satisfactory?
Does it cater for me?
Do I know about it ?
Market Research
• 1 Mall in Mumbai; 3 colleges in Pune• 148 respondents
• Based on:
Brand RecallLast Advertisement seenReasons of purchase Who makes the purchase decision?Brand of Scooter most likely to be purchased?Is Pleasure only for females?Would you like a Scooter meant only for females?
Findings
Is that some contraceptive?
Smart, Trendy, Fun to ride
Pleasure? Hero Honda?
That new Scooty?
“Woh Priyanka Choprawala?”
Hero Honda Pleasure Image Audit
Hero Honda
Pleasure
Functional100cc engine
Gearless comfort
Light weight and easy to maneuver
SocialImage of a modern
womanSymbol of self reliance
MentalI have an identity
I can decide where I wish to goI can stand up against the tide
SpiritualThis is my personal belonging
Girls are special; so is my bike
Based on the Market Research
Positioning is like an elevator, The right button can take you to the top.
Be Exclusive; Be Special
Change positioning?
NOReasoning:• 9% market share in year one• Acceptance by the target audience• Scooty Pep+ and Honda Activa losing share to Pleasure.• Achievements considering the relatively low share of mind and share of
voice for scooters from Hero Honda.• What about Just4Her???
The positioning is sound; it only needs an enhanced communication strategy
Products have Rationale’s; Brands have Emotionale’s
Emotionale is always based on consumer insight
Reason to believe
Benefits Deliverables
Insight
Competitive Environment•Established Players•9% Share for HH Pleasure in Yr 1
Target•Independent, Free spirited Women
•Women need their own space•They want their own identity•They want to stand at par with men
Essence
•Style •Comfort•Easy ride
A woman’s true Friend
•Legacy of Hero Honda•Proven technology•Established service
•Independence•Effortless drive•Fuel Economy
•Image•Youthful ‘n Vibrant•Expression of the woman
Brand Key
Values and personality
Brand Strategy
• Pleasure: Not just a scooter, it’s a lifestyle • A woman’s identity• Symbol of free spirit• Prized possession• A friend for a life• A comprehensive communication to drive the strong product to grow at
20% YOY growth rate (same as market growth)
Enhance the Brand Communication to build the Brand in the Mind, Heart and Soul of the audience
Girls want to have a sense of belonging with almost every Brand that they use.
Core Campaign Idea
Communication Strategy
– Enhance the image of Pleasure as most preferred scooter for women.
– Connect with the target group as a unique lifestyle and personality brand
– To be present at almost every touch point with our communication target group
– To break the clutter and communicate the Brand message.
The Objective
The Goal
The Task
The Challenge
Creative Strategy
• Convey the positioning and enhance imagery• Emotional as well as rational approach• Stress of the Exclusive for Women factor• Influence the influencers.• Sense of belonging with the Brand Pleasure• Carry the halo effect of the Hero Honda into the Scooter segment
“Its a Pleasure”; “Its my Pleasure; “Its Our Pleasure”
The most creative ideas are the simplest.
Just some of our Simple ways
Beyond what Money can buy
Corporate Social Responsibility “To the society thee owe.”
Corporate Social Responsibility
No communication is useful if not done with the right person
Media Plan
Media Habits
When I need information the
first place I look is the internet
37%
I am a TV addict45%
I am a regular cinema
goer27%
I find the newspaper supplemen
ts really worth
reading53%
I read a newspaper most days
60%
I listen to the radio every
day31%
Source: TGI 2007
Media Strategy• Twin Approach
– Maintain– Pulsating
Maintenance:• Print
– 2 insertion /week• 1 in Mainline• 1 Regional Print
• TVC– 5 Mainline Channel
• 3 General Entertainment Channel• 1 Regional Satellite Channel• DD channels
• Radio– Radio Spots
• Outdoor – Hoardings
• Activation– Sales Promotion Activity
Media Strategy
Pulsating:
• Print– 4 insertion /week
• 1 in Mainline• 2 Regional Print• 1 Magazine
• TVC– All General Entertainment Channels
• Develop Special Content• Leverage Cricket Telecast
• Radio– Radio Spots– Special Content
• Outdoor – 3D hoardings
• Activation– Just4Her Showroom Activities
Digital Space
• Website Banners ads: Impress with banner and direct to Pleasure Community online.
• Community tie-up with Sunsilk Gang of Girls.• User generated Content on Female Blogs• Search engine Ads Google - Scooter/ Pleasure =Hero Honda Pleasure. • Promote offers through SMS’s On Women day.• SMS icons of Pleasure.• Yahoo Female Avatars of Pleasure.• MSN cool zones with Pleasure Branding.• Develop ring tones for the Pleasure Signature Tune• Pre email pop ups. • Viral advertising of Pleasure
Experiential/ Trial Inducing
– Experience the “Pleasure of being a Girl” zones– Special events for Women’s Day – Career, Gossip and Discussion forums– Workshops for Health, Beauty and Well being
– Moonlight Pleasure Trails– Miss Pleasure contest– Sponsorship in college festivals
Long-term Friendships are difficult to replace
Just4Her Showrooms
Ground Activation
All advertisement should be measurable, else no one would pay to be on air.
Campaign Evaluation Model
Brand Factor Tracks
Awareness/behaviour
• unaided & aided brand awarenessEvaluative measures
• brand health check pyramidDescriptive measures
• category-related image attributes
Second Scooter
Umm… may be… may be not!
Early Days
• Pleasure is just a year old• Establish Pleasure first• Root Hero Honda in the scooter market
If a new scooter is desired…• 2008-2009 can be a good time• A family scooter on the Pleasure platform
A strong foundation builds a majestic empire
Thank You
“Its been a Pleasure”