Team:4 Symbiosis Institute of Media & Communication, Pune

•Tushar Jambhekar•Syed Faraz Ali

•Rahul Upadhyaya

Assumptions for the proposal

• Product is the same; Variant will not have the same name• Price is constant• Socio-Political and Economic environment is constant• Hero Honda is willing to invest resources in Pleasure• Support for Just4her and other campaigns will continue• Campaigns will run for six months minimum• No drastic change by the competitor and his strategy• Media Space is available

Presentation Flow

Brand Hero Honda Pleasure

Brand Analysis

Brand Strategy

Communication Strategy

AV

Market Research is a process of going up the alleys to see if they are blind

Talk to the people you love, before you own them.

Brand Factor Pyramid

PresencePresence

RelevanceRelevance

PerformancePerformance

AdvantageAdvantage

ConvictionConvictionCan anything else beat it ?

Does it have any advantages?

Is it satisfactory?

Does it cater for me?

Do I know about it ?

Market Research

• 1 Mall in Mumbai; 3 colleges in Pune• 148 respondents

• Based on:

Brand RecallLast Advertisement seenReasons of purchase Who makes the purchase decision?Brand of Scooter most likely to be purchased?Is Pleasure only for females?Would you like a Scooter meant only for females?

Findings

Is that some contraceptive?

Smart, Trendy, Fun to ride

Pleasure? Hero Honda?

That new Scooty?

“Woh Priyanka Choprawala?”

Hero Honda Pleasure Image Audit

Hero Honda

Pleasure

Functional100cc engine

Gearless comfort

Light weight and easy to maneuver

SocialImage of a modern

womanSymbol of self reliance

MentalI have an identity

I can decide where I wish to goI can stand up against the tide

SpiritualThis is my personal belonging

Girls are special; so is my bike

Based on the Market Research

Positioning is like an elevator, The right button can take you to the top.

Be Exclusive; Be Special

Change positioning?

NOReasoning:• 9% market share in year one• Acceptance by the target audience• Scooty Pep+ and Honda Activa losing share to Pleasure.• Achievements considering the relatively low share of mind and share of

voice for scooters from Hero Honda.• What about Just4Her???

The positioning is sound; it only needs an enhanced communication strategy

Products have Rationale’s; Brands have Emotionale’s

Emotionale is always based on consumer insight

Reason to believe

Benefits Deliverables

Insight

Competitive Environment•Established Players•9% Share for HH Pleasure in Yr 1

Target•Independent, Free spirited Women

•Women need their own space•They want their own identity•They want to stand at par with men

Essence

•Style •Comfort•Easy ride

A woman’s true Friend

•Legacy of Hero Honda•Proven technology•Established service

•Independence•Effortless drive•Fuel Economy

•Image•Youthful ‘n Vibrant•Expression of the woman

Brand Key

Values and personality

Brand Strategy

• Pleasure: Not just a scooter, it’s a lifestyle • A woman’s identity• Symbol of free spirit• Prized possession• A friend for a life• A comprehensive communication to drive the strong product to grow at

20% YOY growth rate (same as market growth)

Enhance the Brand Communication to build the Brand in the Mind, Heart and Soul of the audience

Girls want to have a sense of belonging with almost every Brand that they use.

Core Campaign Idea

Communication Strategy

– Enhance the image of Pleasure as most preferred scooter for women.

– Connect with the target group as a unique lifestyle and personality brand

– To be present at almost every touch point with our communication target group

– To break the clutter and communicate the Brand message.

The Objective

The Goal

The Task

The Challenge

Creative Strategy

• Convey the positioning and enhance imagery• Emotional as well as rational approach• Stress of the Exclusive for Women factor• Influence the influencers.• Sense of belonging with the Brand Pleasure• Carry the halo effect of the Hero Honda into the Scooter segment

“Its a Pleasure”; “Its my Pleasure; “Its Our Pleasure”

The most creative ideas are the simplest.

Just some of our Simple ways

Beyond what Money can buy

Corporate Social Responsibility “To the society thee owe.”

Corporate Social Responsibility

No communication is useful if not done with the right person

Media Plan

Media Habits

When I need information the

first place I look is the internet

37%

I am a TV addict45%

I am a regular cinema

goer27%

I find the newspaper supplemen

ts really worth

reading53%

I read a newspaper most days

60%

I listen to the radio every

day31%

Source: TGI 2007

Media Strategy• Twin Approach

– Maintain– Pulsating

Maintenance:• Print

– 2 insertion /week• 1 in Mainline• 1 Regional Print

• TVC– 5 Mainline Channel

• 3 General Entertainment Channel• 1 Regional Satellite Channel• DD channels

• Radio– Radio Spots

• Outdoor – Hoardings

• Activation– Sales Promotion Activity

Media Strategy

Pulsating:

• Print– 4 insertion /week

• 1 in Mainline• 2 Regional Print• 1 Magazine

• TVC– All General Entertainment Channels

• Develop Special Content• Leverage Cricket Telecast

• Radio– Radio Spots– Special Content

• Outdoor – 3D hoardings

• Activation– Just4Her Showroom Activities

Digital Space

• Website Banners ads: Impress with banner and direct to Pleasure Community online.

• Community tie-up with Sunsilk Gang of Girls.• User generated Content on Female Blogs• Search engine Ads Google - Scooter/ Pleasure =Hero Honda Pleasure. • Promote offers through SMS’s On Women day.• SMS icons of Pleasure.• Yahoo Female Avatars of Pleasure.• MSN cool zones with Pleasure Branding.• Develop ring tones for the Pleasure Signature Tune• Pre email pop ups. • Viral advertising of Pleasure

Experiential/ Trial Inducing

– Experience the “Pleasure of being a Girl” zones– Special events for Women’s Day – Career, Gossip and Discussion forums– Workshops for Health, Beauty and Well being

– Moonlight Pleasure Trails– Miss Pleasure contest– Sponsorship in college festivals

Long-term Friendships are difficult to replace

Just4Her Showrooms

Ground Activation

All advertisement should be measurable, else no one would pay to be on air.

Campaign Evaluation Model

Brand Factor Tracks

Awareness/behaviour

• unaided & aided brand awarenessEvaluative measures

• brand health check pyramidDescriptive measures

• category-related image attributes

Second Scooter

Umm… may be… may be not!

Early Days

• Pleasure is just a year old• Establish Pleasure first• Root Hero Honda in the scooter market

If a new scooter is desired…• 2008-2009 can be a good time• A family scooter on the Pleasure platform

A strong foundation builds a majestic empire

Thank You

“Its been a Pleasure”