Bajaj sunny zip- Brand Strategy

Its about who your consumer is?

Concerns

Meant for Riding alone

Road Safety

Light Weight

THEN

Configuration

Displacement – 60 cc Maximum Power – 2.5

bhp Weight Capacity – 120

kgs Dry Weight – 63kgs

NOW

Configuration

Displacement - 88 cc Maximum Power - 5 bhp Weight Capacity –

180kgs Dry Weight – 93 kgs

GPS with inbuilt “Friend” Tracker.

dd

Suzuki Access

Mahindra Duro

PiaggioVespa

Honda Aviator

Hero Electric Cruz

Bajaj Sunny ZipHero Pleasure

Honda Activa

Honda Dio

TVS Scooty

Pep

Yo bikes

TVS ScootyStreak

Competition Map

Brand Mission: Empower the emerging Indian women to explore

Brand Identity: A symbol of independence

Independence from Inhibitions

Demographics

Age- 18 to 25 yrs Occupation- Students, Working Women Education- Non-graduates, Graduates, Post-

graduates Geography – Tier 1, Tier 2, Tier 3 SEC A1, B1

Psychographics

Character Sketch Lifestyle Behavior Attitude

MISS SUNNY

Service Sector

Education Sector

Institutional Markets (alt market) Townships Industrial Sectors College Campuses

Product Positioning

What am I ?

Brand Positioning

Who am I ?

Advertising Positioning

Why buy me?

Functional

•88cc engine

•GPS and friend tracker

•Light weight and easy to maneuver

Social

•Image of a modern woman

•Symbol of independence

•Not letting inhibitions pull you down

Psychological

•I have an identity

•Not restricted from exploring places

•I can stand above my inhibitions

Objective

Liberation of the emerging Indian women who has the courage to explore.

Goal

Communicate Effectively

Teaser Campaign

2 weeks before the launch

Print advertisements

Outdoor Campaign

Day 1 Press Conference

Day 2 – Launch Day TVC’s running on Prime Time Slots Print Media OOH

SPOT SUNNY

Total of 10 bikes Social Media Interaction – Maximum Updates Radio Interaction – Maximum call ins 6 women 5000 Rs Cash Prize Entry into Part 2

Day 5

Race till the End

6 women One starting point Different Routes. One destination GPS and Friend Tracker The first woman to reach the destination wins

the Sunny Zip

Stage 1

Pune Hyderabad Ahmedabad Bangalore Chennai

Stage 2

Kollkata Coimbatore Surat Indore

Day 6 & 7

If you could let go of your inhibitions and do that one thing you always wanted to do, what would it be?

So many ideas, One underlying Message

Let Go. Explore

Ground Activity

Social Media

Interaction

Radio Interaction

Print MediaTVC

OOH

Mall Activation

Shifra Bhaviskar Gauri Gupte Karthik Ragotham Keertana Iyer

Thank You