Bajaj sunny zip- Brand Strategy
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Transcript of Bajaj sunny zip- Brand Strategy
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Its about who your consumer is?
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Concerns
Meant for Riding alone
Road Safety
Light Weight
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THEN
Configuration
Displacement – 60 cc Maximum Power – 2.5
bhp Weight Capacity – 120
kgs Dry Weight – 63kgs
NOW
Configuration
Displacement - 88 cc Maximum Power - 5 bhp Weight Capacity –
180kgs Dry Weight – 93 kgs
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GPS with inbuilt “Friend” Tracker.
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dd
Suzuki Access
Mahindra Duro
PiaggioVespa
Honda Aviator
Hero Electric Cruz
Bajaj Sunny ZipHero Pleasure
Honda Activa
Honda Dio
TVS Scooty
Pep
Yo bikes
TVS ScootyStreak
Competition Map
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Brand Mission: Empower the emerging Indian women to explore
Brand Identity: A symbol of independence
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Independence from Inhibitions
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Demographics
Age- 18 to 25 yrs Occupation- Students, Working Women Education- Non-graduates, Graduates, Post-
graduates Geography – Tier 1, Tier 2, Tier 3 SEC A1, B1
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Psychographics
Character Sketch Lifestyle Behavior Attitude
MISS SUNNY
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Service Sector
Education Sector
Institutional Markets (alt market) Townships Industrial Sectors College Campuses
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Product Positioning
What am I ?
Brand Positioning
Who am I ?
Advertising Positioning
Why buy me?
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Functional
•88cc engine
•GPS and friend tracker
•Light weight and easy to maneuver
Social
•Image of a modern woman
•Symbol of independence
•Not letting inhibitions pull you down
Psychological
•I have an identity
•Not restricted from exploring places
•I can stand above my inhibitions
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Objective
Liberation of the emerging Indian women who has the courage to explore.
Goal
Communicate Effectively
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Teaser Campaign
2 weeks before the launch
Print advertisements
Outdoor Campaign
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Day 1 Press Conference
Day 2 – Launch Day TVC’s running on Prime Time Slots Print Media OOH
SPOT SUNNY
Total of 10 bikes Social Media Interaction – Maximum Updates Radio Interaction – Maximum call ins 6 women 5000 Rs Cash Prize Entry into Part 2
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Day 5
Race till the End
6 women One starting point Different Routes. One destination GPS and Friend Tracker The first woman to reach the destination wins
the Sunny Zip
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Stage 1
Pune Hyderabad Ahmedabad Bangalore Chennai
Stage 2
Kollkata Coimbatore Surat Indore
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Day 6 & 7
If you could let go of your inhibitions and do that one thing you always wanted to do, what would it be?
So many ideas, One underlying Message
Let Go. Explore
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Ground Activity
Social Media
Interaction
Radio Interaction
Print MediaTVC
OOH
Mall Activation
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Shifra Bhaviskar Gauri Gupte Karthik Ragotham Keertana Iyer
Thank You