ATLAS Honda CD70

Faiza IsmailYusra Naseem

Design Philosophy

Communication Design Product is the hero in of all the Atlas Honda’s communication. Accompanied by a tag line at the second level of hierarchy.

Category CLASSIC SERIES MODERN

•Model•CD 70•CD 125

•CD Dream•CBR 500•Pridor

•Appeal Rational Emotional

•Location Model Not intimidating Attractive

•Strategy Functional Aspirational

Honda Portfolio:ClassicModern

COMPETITORS

YAMAHA CHINA BIKES

SUZUKI

Atlas’s ad agency:ADCOM

HONDA CD 70 Yamaha DYL

Pricing 69900 50500

Target Audience

Rural & Semi-Urban of Lower Middle Class (Male) Urban : youth

Mileage 1 litre = 80 km 1 litre = 45 km

Support•Production•Sales

•639066•639499

•11842•12138

Honda CD 70 Campaign

Focus of Brand:• Identifiable Selling Point - Quality

- High Resale Value : Lifetime asset for customers

- Durability- Fuel Economy: Mileage- Thematic Campaign

Ad Appeal:• Honda CD 70 - Classic Series

- Rational Appeal- Clear, Concise & Focused- Attributes

Execution Framework:Informative Approach

Message Strategy :• Hard Sell Strategy

Major Market: - Punjab

- KPK (Mountainous Region)- Karachi

Creative StrategyBe a Sword. Not a Broom!

- The Problem to be solved - Objectives of the Campaign

"What Has Been Earned From The Society Should Be Shared With The Society”Positioning Strategy of Campaign:

Brand is the HERO !

- Brand Endorser “Taimoor

Focus of Brand:Identifiable Selling Point - Quality

- High Resale Value : Lifetime asset for customers

- Durability

- Fuel Economy: Mileage

- Thematic Campaign

Creative Process:

Campaign Duration:1 - 1.5 years

Percentage Mix For Promotions:1.Product Innovation

80% - During Launch Stage20% - A Followup Strategy for year

2. CD 70 No immense Promotion

Commercials:Less Focus : Push-out StrategyDemand: 11 lakhsProduction: 6.3 lakhsHigh Focus would lead to

Shortage

Can't Risk Brand Image

MEDIA STRATEGY

Focus: News channels

- ARY

- PTV

- GEO

- CITY42

TV TIME SLOTS RADIO TIME SLOTS

08 to 10 am 08 to 10 am

01 to 03 pm 05 to 08 pm

09 to 10 pm 11 to 01 am

MEDIA PLANNING AND BUYING

Affiliation with "Zenith OptiMedia"International Media House

Adcom Buys "Bundle Offers“

Allocation Panel

By Marketing team of Atlas Honda and the Creative team of the agency

Allocation Strategy:

Prefer to buy 1-2 hours for a day Instead of 15 mins

Time Allocation

Prime Time

8:00 - 10:0015 minutes

Morning (Breakfast Time)

1:00 - 3:0015 minutes

Afternoon (Lunch time of office staff)

9:00 - 10:0015 minutes

Talk Show Time9:00 pm Headlines Time

Campaign’s CostCampaign Cost:1. Fixed Monthly Fee

- Atlas Honda pays to Adcom2. Commission

- Adcom pays to dealers- 15% Commission on Booklets- 10% on Brochures

Effective Trends

• Usage of Scrollers

• Expensive but Highly effective!

• Frequency = High

• Duration = Low