Marketing Strategy

by Gaurav Narnaware

COMPANY PROFILE AND PRODUCTS:

• Aura Motors is a INR 6000 crores Indian motorcycle and scooter manufacturing company based in Bengaluru.• Presently, only one brand in scooters, DIVA(appealing to females) with a market share of 16%.• Now introducing SPUNK to capture the rest of the audience and market.

Brand Extension and Promotional Events

Spunk clothing line (top left) Vintage posters – for sale and used in

new campaigns Models on Spunk – create a scene

SALES OFFERS

Special offer and free gifts on advance booking within a month

EMI payment option with zero interest rates Discount coupons on fuel consumption for two

months

Special Features for Spunk

Self Start Mobile Charger Metallic look Lighter weight Mileage of 60 km/litre Free service for 6 months Stylish head lamp and tail light Storage space for Cigarette lighter

Competition

AUDIENCE

Young Males

For Old: Attracted by:

Low fuel costs “fun” alternative means of commute Way to reclaim lost youth  

Enthusiasts who enjoy weekend rides as a hobby

People who enjoy fixing/restoring old vehicles 

I feel as young as him

• Low up-front cost (when compared to cars)

• Low fuel costs

• High customizability of SPUNK—no two are exactly alike

Media Mix Outdoor media On vehicle advertisements

Print media Magazines and Brochures

Radio

Electronic media Social networking sites Content Communities

Screensavers and wall papers

Thank you for your precious time!

Any questions or comments?

Or, go and buy a SPUNK today…