Atlas Honda CD 70 - Advertising

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  1. 1. ATLAS Honda CD70 Faiza Ismail Yusra Naseem
  2. 2. Design Philosophy Communication Design Product is the hero in of all the Atlas Hondas communication. Accompanied by a tag line at the second level of hierarchy.
  3. 3. Category CLASSIC SERIES MODERN Model CD 70 CD 125 CD Dream CBR 500 Pridor Appeal Rational Emotional Location Model Not intimidating Attractive Strategy Functional Aspirational Honda Portfolio: Classic Modern
  4. 4. COMPETITORS YAMAHA CHINA BIKES SUZUKI
  5. 5. Atlass ad agency: ADCOM
  6. 6. HONDA CD 70 Yamaha DYL Pricing 69900 50500 Target Audience Rural & Semi-Urban of Lower Middle Class (Male) Urban : youth Mileage 1 litre = 80 km 1 litre = 45 km Support Production Sales 639066 639499 11842 12138 Honda CD 70 Campaign
  7. 7. Focus of Brand: Identifiable Selling Point - Quality - High Resale Value : Lifetime asset for customers - Durability - Fuel Economy: Mileage - Thematic Campaign Ad Appeal: Honda CD 70 - Classic Series - Rational Appeal - Clear, Concise & Focused - Attributes Execution Framework: Informative Approach Message Strategy : Hard Sell Strategy Major Market: - Punjab - KPK (Mountainous Region) - Karachi Creative Strategy Be a Sword. Not a Broom!
  8. 8. - The Problem to be solved - Objectives of the Campaign "What Has Been Earned From The Society Should Be Shared With The Society Positioning Strategy of Campaign: Brand is the HERO ! - Brand Endorser Taimoor Focus of Brand: Identifiable Selling Point - Quality - High Resale Value : Lifetime asset for customers - Durability - Fuel Economy: Mileage - Thematic Campaign Creative Process:
  9. 9. Campaign Duration: 1 - 1.5 years Percentage Mix For Promotions: 1.Product Innovation 80% - During Launch Stage 20% - A Followup Strategy for year 2. CD 70 No immense Promotion Commercials: Less Focus : Push-out Strategy Demand: 11 lakhs Production: 6.3 lakhs High Focus would lead to Shortage Can't Risk Brand Image
  10. 10. MEDIA STRATEGY Focus: News channels - ARY - PTV - GEO - CITY42 TV TIME SLOTS RADIO TIME SLOTS 08 to 10 am 08 to 10 am 01 to 03 pm 05 to 08 pm 09 to 10 pm 11 to 01 am
  11. 11. MEDIA PLANNING AND BUYING
  12. 12. Affiliation with "Zenith OptiMedia" International Media House Adcom Buys "Bundle Offers Allocation Panel By Marketing team of Atlas Honda and the Creative team of the agency Allocation Strategy: Prefer to buy 1-2 hours for a day Instead of 15 mins Time Allocation Prime Time 8:00 - 10:00 15 minutes Morning (Breakfast Time) 1:00 - 3:00 15 minutes Afternoon (Lunch time of office staff) 9:00 - 10:00 15 minutes Talk Show Time 9:00 pm Headlines Time
  13. 13. Campaigns Cost Campaign Cost: 1. Fixed Monthly Fee - Atlas Honda pays to Adcom 2. Commission - Adcom pays to dealers - 15% Commission on Booklets - 10% on Brochures
  14. 14. Effective Trends Usage of Scrollers Expensive but Highly effective! Frequency = High Duration = Low