Strategic Roadmap for Brand X

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    Strategic Roadmap for Brand X :A leading manufacturer of USB

    and External drives

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    Brand X

    Hard Drives

    Flash Drives

    Flash Cards

    Major Product Categories Founded in May 2001, Brand X

    Technology Co., Ltd. is committed to

    providing top-notch memory solutions

    that enrich the customers digital life

    The dynamic combination of high

    quality , innovative technologies and

    eye-catching designs has made Brand

    X a favourite with the consumers

    The companys steadfastness to

    corporate social responsibility (CSR) is

    crucial at a time when Brand X is

    pursuing rapid growth, thus placing

    equal emphasis on both protecting our

    earth and remaining a green

    enterprise.

    Decoding the Brand X Product Proposition -

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    Current Market Scenario

    With the growing amount of digital data and increased need for mobility in our daily lives, the

    demand for portable storage devices has been continuously on the rise. These products have

    created a huge market pull, so much so that even the global slowdown couldn't hamper their growth

    story

    The total Indian storage peripheral market in FY10 has been pegged at Rs 2,676 crore, a growth of36% over the previous fiscal clearly indicating the heavy commoditization of the devices.

    Demand for high capacity pen drives continued to grow as the most popular entry level product

    today is 4 GB drive followed by 8 GB and 16 GB. However, pull for further high capacity pen drives

    declined due to the increased popularity of external hard drives

    Another predominant trend witnessed in this product category, alongside technology upgradationand enhanced aesthetics and flashy designs, is introduction of new and innovative features like bio-

    metric, high speed, thinner and smaller sized pen drives

    To attract buyers brands like Dell and Transcend came out with newer concepts. While Dell

    launched pen drives with pre-loaded movies, Transcend introduced models with pre-loaded anti-

    virus.Source Datamonitor Report

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    Over the last five years flash memory has been

    gaining overwhelming popularity as the new age

    storage medium replacing the traditionalmagnetic and optical storage devices.

    Portability, ease of use and mobility are the

    key factors that have made these the darlings

    of the consumers

    The reduced and the more flexible duty

    structure introduced by the Government of

    India during the 2008 Budget has further

    boosted the growth as well as helped to stabilize

    the ASP (Average Selling Price) of the devices

    The key development last fiscal was the

    complete control on feed from grey or parallel

    import as branded players took over sales

    through their authorized distributors.

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    Kingston leads the pack when it

    comes to market share for flash drives

    Brand X has been one of the most

    promising brands in terms of growth in

    this category

    Growth has been pretty good at 16%

    annually

    Kingston and Transcend both

    command equal share in this section

    of storage devices

    Parallel imports had a major share in

    market but is slowly decreasing

    through government intervention

    Growth has been high at 33%

    annually

  • 8/4/2019 Strategic Roadmap for Brand X

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    High DistributionLevels Growth ofthe retail market

    Changingpreference to hightechnologyproducts

    Urbanizationdrivingconsumption

    levels oftechnologyproducts

    Rise indisposableincome

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    Growing Indian Middle class ( The

    Striver and Seekers put together )

    Rising disposable income level of thisclass

    Rising urbanization

    Net birth + Migration adding on to

    urban lifestyle

    Source KPMG Report

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    10/52Identifying Industry Strengths and Weakness

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    Strengths

    High demand for memory storageproducts

    Rise in amount of Data that requires to bestored

    WeaknessGovernment Regulations

    Import Tax Structure

    Opportunities

    Rising income levels and consumptionpatterns

    Demand for High End technologyproducts ( Tier ii and Tier iii cities )

    Threats

    Parallel Imports

    Grey Market Products

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    12/52Identifying our target consumer group

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    Defining a overall target group for the

    brand and Identifying generic behavioral

    characteristics among them

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    Life is

    governed

    by rules and

    norms.

    Parents are the

    key;

    the influence is

    both

    Ways

    pesterpower.

    Individualitystarts to

    rear its head.

    Some

    freedoms

    emerge,

    but with focus

    on

    studies

    Strike a balance

    between work

    and play

    More focused

    towards career

    growth , the

    need to get

    settled in life

    Settled in life,

    focus oriented

    towards family

    needs and

    preferences

    New found

    freedom.Confidence at

    its

    Peak. Peers are

    an

    Influence. Not

    very

    focused on the

    future.Live for today

    10-14 Yrs 15-17 Yrs 18-24 Yrs 24-30Yrs 31- 36 Yrs 36 - 60 Yrs

    Core Target Group

    Source TGI

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    Understanding our consumer in detail

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    Rahul, A class 12th student at DPS School, New Delhi

    Studys at one of the top most

    schools in Delhi

    Belongs to the SEC A1 category

    Age - 18

    Rahul, belongs to an affluent family based in South

    Delhi, He calls himself a Techie and is updated about

    the latest technologyproducts that hit the market

    Hes got the latest gadgets in his possession where he

    stores a lot of his data. His data generally consists of

    project work, pictures, movies and personal data

    He has the need to transfer data from one device to

    another according to his requirements and he generally

    uses a flash drive to do that

    He pretty brand conscious about the flash drive he

    uses His brand has to reflect qualities such as

    reliability , style and durability

    His flash drive is used by hisfriends as a common

    equipmenttoo so he prefers buying one which isexternally durable

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    Neha, A college student and aspiring fashion photographer

    Studys at one of the top most

    colleges in Delhi

    Belongs to the SEC A category

    Age - 19

    Being a college student at St Stephens, New Delhi, sheis afashion and style conscious girl and being a student

    she has a array of tech products as a part of her daily

    life

    For her, the tech products that she uses means a lot

    more than what there usage denotes, they are also a

    style statement.

    She stores a lot of personal and entertainment related

    stuffon the devices that she has , such as her collection

    of music, photos, movies etc.

    She also uses a flash drive for movement of data from

    one electronic peripheral to another

    Aesthetics means a lot to her in the devices, as she

    wants them to match her style and persona

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    Rajiv, A business development manager at an IT firm

    Works at an upcoming IT firm

    Belongs to the SEC A category

    Age - 22

    Working as a business development manager involvesmeeting new clients frequently and making a lot of

    presentations

    He uses a lot electronic devices for work as well as

    personal usage. He uses devices such as laptops ,

    mobile phones and electronic pads

    His work involves handling a lot of sensitive data

    where he also has to move data from one peripheral to

    another

    Since he transports sensitive data , he wants it to be

    safe and not affected by viruses so he prefers a flash

    drive that has built in virus protection

    He would also prefer one which is trustable

    externally durable and inbuilt quality

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    Once different sections of consumer characteristics

    have been looked atTwo very clear product usagepattern appears

    Storage OfData

    Movementof Data

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    Identifying a much deeper consumerinsight by separating product proposition

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    Proposition is to differentiate these key attributesof our defined product and highlight the

    storagefactor in devised communication

    Confidence

    Durability

    Long Term

    Proposition is to highlight the attribute of movement in case of this product line and

    create perception differentiation

    Character

    Safety

    Convenience

    External Hard Drives Flash Drives

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    Identifying a relevant consumer connectfor Brand X

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    To understand and link the product proposition

    to consumer emotion, we must first understandwhat does the data that our consumers store in

    their peripherals mean to them ?

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    Pictures = Moments = Memories

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    Music = Entertainment = Personal

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    Movies = Entertainment = Personal

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    Work = Data = Personal

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    What ifwe try to collate all this to find what exactly

    these forms of data mean to our consumer ?

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    We can confidently say that all the data that stored in these

    peripherals , forms a part of our consumers LIFE

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    Now that we established what the stored

    data means to consumer, lets understand

    what movementmeans

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    Technically movement means transfer from one peripheral to another

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    But Movement also signifies -

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    Freedom to carry your stuff where ever you go Ease of usage To Carry

    Ensuring safety of your belongingsOn the move With your stuff all the time

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    Our creative proposition aims to merge these insights to form a brand

    proposition that connects with consumer emotion

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    Take Life Along

    The proposition highlights the product proposition while connecting with the consumer

    emotion on a level which would easily seep in the consumers mind. Driven by creative

    insight the proposition would create a unique brand identity for brand Brand X in an

    emerging market such as India

    Our Creative Proposition

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    Implementing our thought on a visuallycreative platform

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    Implementing our thought on a MediaPlatform

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    Cinema Hall

    19.4%; 154

    Movie

    53%; 155

    Social Networking/ Internet

    34%: 229

    Techno

    savvy

    30%; 212Travel / Leisure

    26%; 110

    News

    67%; 167

    Fashion/Art DesignSports/Gaming Music

    Travel

    Passion Points

    Cricket

    54%, 145Restaurant/Pub

    47%; 128

    Fashion/Shopping

    22%; 129

    Get togetherTV/Movie/Radio

    Cricket/Sports

    Movies

    Music

    Gadgets/Games

    Source : TGI India 2010

    The most relevant & engagingpassion points of TG

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    Sports

    Movies

    Music

    Games

    Core of the engagement is Entertainment...Entertainment is an integral part of life...

    Seeding communication based on these

    passion points relevant to our target group

    would be a an effective way to ensure thatour communication is well received

    Identifyingkey engagement triggers of target group

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    Identified media platforms to be usedSuggested

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    Experiential Marketing: An area specific medium whichwould showcase product attributes up front

    Digital: A medium with high affinity; youthful identitywould help in getting the mind space.

    Cinema: A high affinity medium would cover geography

    effectively. Also explore the opportunity of the first mover.

    Print: Occasional presence in market specific lifestyle

    dailies.

    OOH: To capture eyeballs in transit; effective local area

    coverage.

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    Digital Media

    P Fl

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    Process Flow

    CoreOperating

    Model

    Traffic Generation

    - Awareness campaign on GenreSpecific Websites

    - Blog Advertising

    - Google Ad-Words

    Creating Engagement

    - Social Networking

    - Microsite

    Divert Towards

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    We will generate traffic on internet through advertising on

    genre specific websites, blogs and through google ad-words Once traffic is generated through pop ups, clickable

    banners and sponsored links, it will be diverted towards anengagement platform(Facebook Fan Page and Microsite).

    Engagement platform would be created on Facebook andMicrosite for Brand Xs consumers.

    Both Facebook and Microsite to be interlinked with eachother.

    Hence, all traffic generated through Facebook Fan Page willalso be linked to Microsite.

    T ffi G ti K El t

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    Traffic Generation Key ElementsObjective Create Campaign Awareness among our core target through advertising on genre specific

    websites

    Genre Websites

    Cricket Cricinfo.com, in.com

    Music Hungama.com, Raaga.com

    Movies Bookmyshow.com, Youtube.com

    Games Zapak.com, Ezone.com

    Information Yahoo.com, Rediff.com, MSN.com

    Functional Elements

    Banners

    Sponsored Links

    Pop Ups

    All these elements would divert the user to Brand X Fan Page and Brand X Microsite

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    Experiential Marketing

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    Activity One For Flash Drives

    In all the defined target cities we will conduct road show for each week

    The concept and theme of the float will based on the movement factor. We

    will replicate the usage of pen drive in the canter activity, as it is very

    convenient and fast to transfer data from a pen drive.

    A MC would be present on the designed float who will create buzz among

    the crowd and play interactive games with them and give some giveaways to

    the winners, promoters will be there to interact with the TG.

    To leverage the activity on other medias and promotional tactics will be used

    like radio, distribution of fliers , mailers , mobile sms push etc..

    This activity will done near college or institutes area and in high footfall

    markets and youth hangouts.

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    Activity Two For External Drives Wall of Fame

    Life-size LED Wall at One Multiplex Each City

    Challenge to fill it with pictures taken by users of Brand X products

    Display pictures on the wall and integrate them on Brand X Fan Page

    Frame would mention the capacity of camera cards, mobile cards and USBs

    Canopy at the malls where pictures would be taken

    Customer would be educated about all products through promoters and

    flyers

    All pictures and videos would be integrated with digital medium to create

    brand buzz.

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    Budget Allocation

    0.6

    1.5

    1.5

    1.5

    0.4

    Budget Allocation ( 5.5 Cr. Rupees)

    Digital OOH Press Activation Cinema

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    Thank You