Description
This is a presnataion about kindle blaze by IMC.
THE EXISTING CAMPAIGN
• The Product
THE PROPOSED CAMPAIGN
• The new Targeting & Positioning • 6 Ms • Creative Brief • Communication Media • Campaign Schedule
THE OBJECTIVE
• The Campaign • Segmentation, Targeting and Positioning • Elements of the Ad • The Competition • Loopholes
? 165 cc swanky two wheeler
? Credited with the “Best Design Automobile” award by TopGear in 2006, beating leading two wheeler players in the fray ? Designed by Leopoldo Tartarini, head of Italjet Moto ? Extra power and stylish ? Emphasis on “machoness” ? Special features like front telescopic shocks, twin rear shocks for
extra stability
? Split seat with large under seat storage ? Enhanced safety features
Targeting
• Young Men in the age group of 20-30 • Vibrant, energetic & image conscious
• Powerful & sporty bike to attract women • Positioned parallel to Pulsar which used similar campaign Positioning
Strategy
• Reposition and rejuvenate the brand image of Kinetic
Big Idea
• Redefine the scooter market in India • Be the preferred biking choice for the youth
Creative
• The “Wow” factor • Suspense Element • Instant Celebrity Status
Positioning
• Woefully short of creating a buzz as opposed to Pulsar?s “Definitely Male” • Men generally perceive gear-less bikes as “girlish”
Hypothetical “Hero” character
• Audience could not relate to the character „Rohit Verma? • Hard to relate this bike to the tagline “Shortcut to fame”
Perceived as a rip-off of Pulsar & other motorbike ads
• Most motorbike ads project their product as the one which woos the ladies
Technically sound product ruined by Ad campaign
• Though the product features are mentioned, they seem to be lost amidst the overall tone of the ad
• College going students • Middle aged male audience in Tier I and Tier II cities
Target
• A bike that ensures maximum utility for the customer • The first gearless bike to combine Style and Power
Positioning
Market • Middle class segment focusing on men with routine transport needs
Mission
• To create awareness and educate the prospective customer about the benefits of this unique kind of scooter.
Message
• To highlight the unique features of “power (165 cc) +style (sporty looks)” in a gearless scooter • To project this as a vehicle which gives its users maximum utility Media • Print Ads, TVC, Outdoor, Social Networking, Viral Money • 3 to 5 % of Sales
Measurement • Sales and Margins • Market Share Gained
Ideal positioning we seek with the target • Now I can leave home to carry out the daily tasks without a second thought. No more queuing up for buses and expensive finding it difficult • I recently started going to college and am auto rickshaws. to commute using
Who is our target group?
public transport. I need a comfortable, easy-to-use bike which also looks sporty.
What is our consumer promise, big idea?
• I am a 35 year old man. I go to the market, drop my child to school and often • Makes life for daily chores. prefer leave homeeasy by enhancingI mobilityusing public transport for want of an easyto-use bike. I seek utility and comfort in my vehicle.
Supporting evidence • International reports indicate that this product is a hit. This not heard of Kinetic Blaze • I• haveis a first-of-its kind in India which combines both style and power in a scooter.
Where are we positioned in the minds of our customer?
How doesthe ad Tone of the competition fare in the consumer?s mind? • The existing players in the scooter segment provide utility but do not appeal to • Straightforward me nor are they as easy to use as gearless vehicles. I want a vehicle which • Sober provides style, utility as well as sturdiness. • Informative
• Problem-solving
PUBLIC RELATIONS
BELOW THE LINE
ADVERTISING
NEW MEDIA
15 45 25 Advertising PR 15 BTL New Media
15
Advertising
45
PR
25
15
15 BTL
New Media
30 Print TVC OOH
55
Before Launch
Teaser campaigns using websites and OOH media as vehicles to generate curiosity and visibility
After Launch
Print media, TVC, OOH, Public Relations
Intermittent campaigns
TVC, BTL, Print media, Competitions
The Logo has been changed here
The new tagline
This message shows the change in positioning
ADVERTISING – PRINT MEDIA
ADVERTISING – OUTDOOR
ADVERTISING – TELEVISION
PUBLIC RELATIONS
PR
Blogs – www.theblaze.blo gspot.com
Website – Dedicated campaign website Contests
New Media
Facebook – Application
games on Blaze Promotional Ad Campaigns
Twitter – Play
Tweet
BTL
Promotional Test Drives Sponsorships Co-branding of events
Newspaper Tracking
Television Tracking
Website Monitoring
Ad Assessments
Case Studies
doc_239838345.pptx
This is a presnataion about kindle blaze by IMC.
THE EXISTING CAMPAIGN
• The Product
THE PROPOSED CAMPAIGN
• The new Targeting & Positioning • 6 Ms • Creative Brief • Communication Media • Campaign Schedule
THE OBJECTIVE
• The Campaign • Segmentation, Targeting and Positioning • Elements of the Ad • The Competition • Loopholes
? 165 cc swanky two wheeler
? Credited with the “Best Design Automobile” award by TopGear in 2006, beating leading two wheeler players in the fray ? Designed by Leopoldo Tartarini, head of Italjet Moto ? Extra power and stylish ? Emphasis on “machoness” ? Special features like front telescopic shocks, twin rear shocks for
extra stability
? Split seat with large under seat storage ? Enhanced safety features
Targeting
• Young Men in the age group of 20-30 • Vibrant, energetic & image conscious
• Powerful & sporty bike to attract women • Positioned parallel to Pulsar which used similar campaign Positioning
Strategy
• Reposition and rejuvenate the brand image of Kinetic
Big Idea
• Redefine the scooter market in India • Be the preferred biking choice for the youth
Creative
• The “Wow” factor • Suspense Element • Instant Celebrity Status
Positioning
• Woefully short of creating a buzz as opposed to Pulsar?s “Definitely Male” • Men generally perceive gear-less bikes as “girlish”
Hypothetical “Hero” character
• Audience could not relate to the character „Rohit Verma? • Hard to relate this bike to the tagline “Shortcut to fame”
Perceived as a rip-off of Pulsar & other motorbike ads
• Most motorbike ads project their product as the one which woos the ladies
Technically sound product ruined by Ad campaign
• Though the product features are mentioned, they seem to be lost amidst the overall tone of the ad
• College going students • Middle aged male audience in Tier I and Tier II cities
Target
• A bike that ensures maximum utility for the customer • The first gearless bike to combine Style and Power
Positioning
Market • Middle class segment focusing on men with routine transport needs
Mission
• To create awareness and educate the prospective customer about the benefits of this unique kind of scooter.
Message
• To highlight the unique features of “power (165 cc) +style (sporty looks)” in a gearless scooter • To project this as a vehicle which gives its users maximum utility Media • Print Ads, TVC, Outdoor, Social Networking, Viral Money • 3 to 5 % of Sales
Measurement • Sales and Margins • Market Share Gained
Ideal positioning we seek with the target • Now I can leave home to carry out the daily tasks without a second thought. No more queuing up for buses and expensive finding it difficult • I recently started going to college and am auto rickshaws. to commute using
Who is our target group?
public transport. I need a comfortable, easy-to-use bike which also looks sporty.
What is our consumer promise, big idea?
• I am a 35 year old man. I go to the market, drop my child to school and often • Makes life for daily chores. prefer leave homeeasy by enhancingI mobilityusing public transport for want of an easyto-use bike. I seek utility and comfort in my vehicle.
Supporting evidence • International reports indicate that this product is a hit. This not heard of Kinetic Blaze • I• haveis a first-of-its kind in India which combines both style and power in a scooter.
Where are we positioned in the minds of our customer?
How doesthe ad Tone of the competition fare in the consumer?s mind? • The existing players in the scooter segment provide utility but do not appeal to • Straightforward me nor are they as easy to use as gearless vehicles. I want a vehicle which • Sober provides style, utility as well as sturdiness. • Informative
• Problem-solving
PUBLIC RELATIONS
BELOW THE LINE
ADVERTISING
NEW MEDIA
15 45 25 Advertising PR 15 BTL New Media
15
Advertising
45
PR
25
15
15 BTL
New Media
30 Print TVC OOH
55
Before Launch
Teaser campaigns using websites and OOH media as vehicles to generate curiosity and visibility
After Launch
Print media, TVC, OOH, Public Relations
Intermittent campaigns
TVC, BTL, Print media, Competitions
The Logo has been changed here
The new tagline
This message shows the change in positioning
ADVERTISING – PRINT MEDIA
ADVERTISING – OUTDOOR
ADVERTISING – TELEVISION
PUBLIC RELATIONS
PR
Blogs – www.theblaze.blo gspot.com
Website – Dedicated campaign website Contests
New Media
Facebook – Application
games on Blaze Promotional Ad Campaigns
Twitter – Play
Tweet
BTL
Promotional Test Drives Sponsorships Co-branding of events
Newspaper Tracking
Television Tracking
Website Monitoring
Ad Assessments
Case Studies
doc_239838345.pptx