Mahindra Reva guerilla Marketing Strategy - SIBM Market Shaastra 1st Round
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Team: - Shastra Warriors K. J. Somaiya Institute of Management studies and Research
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Transcript of Mahindra Reva guerilla Marketing Strategy - SIBM Market Shaastra 1st Round
Team: - Shastra WarriorsK. J. Somaiya Institute of Management studies and Research
Singles in the Age group of 21-30
Working Professionals
Income in the range of Rs. 8-10
lakhs
Companies having Corporate Shuttles, Special Zone
TransportLiving In Metropolitan and
Tier 1 city
Mahindra
E-20
Target Segment
In factories for incampuscorporate personnel
transport
Metropolitan and Tier 1 Cities Target Locations
Huge elephant size
charging stations
would be installed at
these locations
Guerilla Campaign• Campaign running for a period of 1 month
spread over a period of 4 weeks
• Elephant size electric charging stations
made of cardboard would be erected overnight
at the cities and locations mentioned below
during first 3 weeks
• In the last week demo Mahindra E-20s would
be showcased at these locations
Mumbai
Delhi
Kolkata
Chennai
Bangalore
Pune
Ahmedabad
Hyderabad
Mysore
The Guerilla campaign would
run in the listed metropolitan
and Tier – 1 Cities
Bus StopsTaxi stands
Petrol Pumps
Business parks and Malls
Impact• A buzz would be created on
• Social media (Twitter, facebook,
youtube)
• Local newspapers in the
anticipation of what the stations are
about
• We would4 lakh potential customers in these
cities
• Owing to the network effects we predict that
the campaign would go Viral and would be
able to reach at least 5 million more people
through social and conventional media
Campaign Props used
110 Dummy Charging
stations
Impact
5million
hitsOn social
networks
And local news
media
Recall value
3 OUT OF 5peopleWILL recall THIS
9 Cities
5 Locations
Feasibility Study
Particulars Cost
Cost of Dummy charging stations
₹850 X 110 units = ₹93,500/-
Cost of Implementation(logistics and Misc.)
₹250 X 110 units =₹27500/-
For social media Coverage
Free
Local news media coverage
Free
People reached 5 million potential customers
Per customer reach cost= ₹0.02
Conceptual Poster for the Campaign
The Dummy charging station Our conceptual situation when we install these at the locations
