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Assignment 3

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aarubabbar6
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4 views

Assignment 3

Uploaded by

aarubabbar6
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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360 DEGREE CAMPAIGN

STRATEGY
PREMIUM MOTORCYCLE BRAND
Making the target
audience spend 1.3-2
lakhs on a motorcycle,
in a sluggish economy.
THE
Advertising a mode of
transport in the time
of Covid when CHALLENGE
'Staying at Home' is
being promoted.
MARKET

SEGMENTATION

TWO KINDS OF BIKE USERS:


1. Explorers - The unconventional breed
of riders who want something
different.
2. Commuters - Go with the crowd, who
want a bike to commute.
COMPETITOR

BRANDS & MODELS

BAJAJ KTM
BAJAJ PULSAR 220
BAJAJ AVENGER 220

YAMAHA
YAMAHA YZF R15

ROYAL ENFIELD
MARKET STUDY

7.33% 24.89 $161Mn

forecasted million units of Projected growth


growth in the sales volume of Premium
two wheeler expected by motorcycle market
market 2024 in India by 2023
LARGELY DRIVEN BY YOUNG
RIDERS WHO WANT HIGH
PERFORMANCE BIKES.

THE INCREASING PER CAPITA PREMIUM


INCOME,
GROWING MOTORCYCLING
CULTURE, THE RISING MOTORCYCLE
POPULARITY OF SUPERBIKE
CLUBS AND COMMUNITIES

MARKET
HIGHER UPGRADERS
PROPORTION.
TARGET AUDIENCE

YOUNG EXPLORERS
MALE
18-40 YEARS
INTERESTS - TRAVELLING, EXPLORING NEW
PLACES, LATEST TECHNOLOGY
PERSONALITY - ADVENTEROUS, UPGRADERS,
TECH SAVVY.
HIGH DISPOSABLE INCOME
WITH THE EXISTING
MOTORCYCLING CULTURE,
THERE ARE A LOT OF PEOPLE
WAITING EAGERLY FOR COVID
TO END SO THEY CAN EXPLORE INSIGHT
& TRAVEL ON THEIR BIKES.

TAPPING ON THE URGE OF


EXPLORING & TRAVELLING THAT
HAS BEEN BUILDING UP
AMONGST FREQUENT STRATEGY
MOTORCYCLE EXPLORERS.
MARKETING
PLAN
PRIMARY MESSAGING
The focus of the campaign will be on
communicating that this is the bike which will
be able to fulfil your urge to explore.
LAUNCH GOAL
To create hype, applications for bikers to test
ride an extremely powerful bike will be made
open. This won't just be a test ride but an
adventurous exploration trip on highways &
mountains, fully sponsored by the company.
The launch event will take place in 3 cities -
Mumbai, Delhi & Bangalore. 15-20 people will
be selected from each city & they would be
the first few to ride the bike. The key
communication for this can be - "Release The
Urge"
ONLINE

DIGITAL SOCIAL MEDIA


A video ad to be created which will focus on
Adventurers & Travel Influencers to be roped in
the frustration of not being able to explore &
to talk about the launch event & how they're
the build up urge. This video will be promoted
extremely excited about it. A few of them to
on Youtube ads. It will ask for people to apply
be invited to cover the launch event through
for a fully sponsored exploration trip with our
IG Live & Stories.
new powerful bike. Static ads of the same to
be promoted on Google Ads, thus targetting
people who are already into it.

WEBSITE PR
It's extremely important to create a website News Publications, Auto Blogs, Online News
where people can learn more about the bike's Portals to be informed about the launch event
features as such people are extremely into the & be invited to cover the event. A Press release
specifications. The website will also contain to be released.
the landing page where people can apply for
the trip.
OFFLINE

LAUNCH EVENT PRINT ADS


Print ads to be released with leading
Launch event to be held. newspaper & auto publications for the
motorcycle launch & event, asking people to
apply for it.

OOH

Hoardings to be put up with the key creative


in the 3 cities of the launch.
THANKYOU

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