BRAND CAMPAIGN STRATEGY

Thought and Brainstormed by :

Charu Mahajan

Rohit Goidani

Shivam Vij

Sumeet Sharma

MAHINDRA PANTERO www.blitzkreig-winners.com By TEAM – Ad Hawks - Since 2013

Mahindra Pantero tied up with Rajasthan Royals.

Mahindra launched a Hindi site for promoting the Pantero.

The Hindi version could only be viewed on mobile phones while the English version was available on desktops.

Mahindra launched an interactive website dedicated to ‘Pantero’ – showcasing 360 degree view and information like specifications, features, dealer locator, test ride bookings, price.

The focus has been mainly digital and not on ground.

(all in all a very uninspiring and irrelavent campaign has been running so far)

Background Study of Past Campaigns MAHINDRA PANTERO

STRENGTH

Designed keeping in mind the travelling woes of a Indian bike rider.

Backing of the brand Mahindra.

Longest in class SEAT.

Mileage of 79.4 kmpl.

Features -LED Tail lamps.

Functionality + Looks.

WEAKNESS

Poor awareness and visibility of Pantero.

Weak association of Mahindra in the 2 wheeler s segment.

Irrelevant and a Not so Catchy tagline.

Brand Mahindra's earlier bike's production discontinued. (Mahindra Stallio)

No successful campaign post launch - hence low top of the mind recall.

.

OPPORTUNITIES

Perfect combination of Price, mileage and comfort.

Positioning as a commuter bike can play a very strong role if campaigned properly.

Can initiate and explore a lot of unique innovation and activation strategies - as it came late in the entry level segment.

THREATS

Competitors like - Hero Splendor, Bajaj Discover, Yamaha SZ, Honda Dream Neo.

Inconsistency in positioning of the parent brand - Mahindra.

Presence only in digital media. Non virtual media presence is almost absent.

Very uninspiring advertisement and brand strategy.

SWOT

Idea Brief “Home delivery of a test drive”

•Unique First Time In The World concept. •To harp on functional benefit v/s user imagery. •Approaching the target audience – instead of they visiting showrooms. •Test drive location : TG’s home – office – home route, and not just a 1 km test drive •Giving bikes to people for test drive near bus stands, metros, railways and their offices for a day, and capture their experience/views. •Using the captured experiences as a commercial to promote Pantero & gain visibility •Hence our TG becomes our Brand Ambassadors. •This will help the brand to gain the emotional connect. (We plan to phase out their irrelevant association with Panther and bring in a more human angle to it)

Train professionals to deal with customers

while approaching them for test

drive.

Target customers in metros and tier 2 cities at possible public

junctions.

Provide on location

test drive ; for a day

from home – office –

home.

Collect customer

experiences and

insights

(for 3 months)

Include customer

bites in the ad

campaign

Publicize ads on

print, digital and TV

Implementation

The earlier campaigns were very boring and easily forgettable – hence INEFFECTIVE. People found no relevance to those ads in their lives – our current

campaign is bound to change it all – where consumers will be able to relate to the protagonist unlike the Panther.

Positioned as a comfortable Commuter Bike for office goers & long distance travelers.

Our campaign

Existing Campaign

Stress on functionality. Connect with TG’s emotions. Those who want to ride the bike. Heavy focus on personal selling – hence in their heart and mind. Unique first time in the world concept. Scope - Top of Mind. Brand equity to strengthen.

Stress on Panther and maybe user imagery. Connect with TG who like and relate to Panther. Heavy focus only in virtual digital space – hence in their spams and recycle bins. Clichéd always adopted concept. Scope - Out of mind. Brand equity to dilute.

Budget

PARTICULARS COST BREAKUP TOTAL COST

(Approx) in Rs.

150 new bikes for test drive – Nation wide.

n/a

150 trained employee for targeted regions

150 employees * Rs.10000 salary * 3 months

4500000

Fuel costs 150 bikes*Rs.3000 cost per month*3 months

225000

Commercial production costs – Regional and national

5000000

IMC (including advertisements)

OOH, Transit Media, Digital, Print, TVC and On -ground activations.

20000000

Miscellaneous 2250000

TOTAL 32000000

We are directly reaching the target audience. (unique

sampling idea)

Hence we can capture their expressions/

opinions and gain core insight.

There is a positive word of mouth

publicity

A one of its kind campaign concept

launched for a bike – leading to high recall

value.

Supported by print and OOH and also

TVC

Ads would be incorporated using the core value that

we derived during the unique test drive

This would thus lead to more people

purchasing the bike and hence more

profitability.

Hence a separate brand identity for

Mahindra 2 wheelers

Finally a favourable brand association for

Mahindra in the 2 wheeler segment.

How will this CAMPAIGN help the Product/Brand and the Parent Company?

THANK YOU.!! (always heading in the right direction)