2009B47 Kalpit Patel Challenger Brand

8/8/2019 2009B47 Kalpit Patel Challenger Brand

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SYMBIOSIS CENTRE FOR MANAGEMENT ANDHUMAN RESOURCE DEVELOPMENT

Integrated Marketing Communication

Rock 100

Submitted By: Kalpit Patel 2009B479/1/2010


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Integrated Marketing Communication- Rock 100

Page 1 Kalpit Patel 2009B47

Table of ContentsIntroduction: ........................................................................................................................................... 2

Purpose: .................................................................................................................................................. 3

Long term Communication Objective ..................................................................................................... 3

Defining Brand Personality ..................................................................................................................... 4

Brand Identity ......................................................................................................................................... 4

Swot analysis ........................................................................................................................................... 6

Developing Effective communication ..................................................................................................... 7

Managing the Integrated Marketing Communications Process ........................................................... 11

Touchpoints with the brand.................................................................................................................. 12

How do we ensure that communication model works to our advantage? .......................................... 12

Partners in the Marketing Communication Plan .................................................................................. 13

Evaluation of Results ............................................................................................................................. 15


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Introduction:

Rock 100 is the second offing from Global Automobiles ltd (GAL). GAL is a sistercompany of Xenitis. Xenitis, the first

company which rolled out sub-10,000

Personal Computers (in 2002) and

Indias first laptop to be priced under Rs

20,000 has come up with a 100 CC

motorcycle for under Rs 20,000. Xenitis

has launched the bike for Rs 19,990 Exshowroom. GAL set up its two-wheeler

manufacturing plant in West Bengal in

April 2007 at an investment of Rs 300

crore and an installed capacity of 90,000 units per month. Its previous offing was

mainly a model called Xpression April 2007.

The bike is very competitive in terms of the features in the 100 CC segment, evenoffers better than some of the other well known brands. A comparison of the brands

in the 100 CC segment is as shown in the under table:

BikeEngineCapacity Weight

Dimension(LxWxH) (In mm)

Price(Approx.)

FuelTank Max. Power Special Features

Xenitis Rock

100 97.2 cc 87 kg 1930 x 740 x 800 Rs 20,000 10 Litres 6.7 Bhp at 8500 rpm

Lowered price tag withpromise of best in classfuel efficiency.

Bajaj Platina 99.27 cc 113 kg 1990 x 770 x 1090 Rs. 35,000 13 Litre 8.2bhp @ 7500 rpm Exclusive streak design.Hero Honda

CD-Dawn 97.2 cc 108 kg 1980 x 720 x 1045 Rs. 32,000 10.5 Litre 7.4 PS @t 8000 rpm

Fuel efficiency, economy and

rock-solid dependability

Hero HondaCD Deluxe 97.2 cc 108 kg 1970 x 720 x 1045 Rs. 32,012 10.5 Litre 7.4 PS @t 8000 rpm

Stylish looks through numberof color options and better fuelefficiency.

Hero HondaPassion Plus 97.2 cc 116 kg 1980 x 720 x 1060 Rs. 43,250 12.8 Litre 7.5 PS a@ 8000 rpm

All new impressive designwith host of safety features.

Hero HondaSplendor 97.2 cc 100.3kg 1950 x 740 x 1040 Rs 40,650 10.5 litres 7.1 bhp @ 8500 rpm

A specialised bike for officegoers having impressivestyling and design.

HondaTwister 109cc 108 kg

1262 mmWheelbase

Rs. 42,000-47,000. 9 Litres 9bhp @ 8000rpm Screenless Front Cowl

TVS Centra 99.8 cc 109 kg1235 mmWheelbase

Rs. 34,900-38,000. 11 Litres 7.5 bhp @t 7250 rpm

Launched with the latest VTI(Variable Timing Intelligent)engine technology.

Yamaha

Libero G5 106 cc 119 kg 2000 x 730 x 1050 Rs 40,000 13 Litres 7.6 PS @ 7500 RPM

Great combination of Yamahatechnology and innovative

design


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As can be seen from the above table, Rock 100 is priced very aggressively

compared to its competitors, with almost the same specifications. Also the company

promises highest in-class mileage of 115 Kmpl under test condition. Both these are

the killer advantages for Rock 100. Now we look into how the brand can be built.

Purpose:

The focus of the document is the Brand building of Rock 100 through integrated

marketing communications program. The two-wheeler market is going through a

paradigm shift in terms of the consumption pattern, all the major players in the

industry are shifting their focus from the 100 CC segment to higher segments. Thusthe entry of the Rock 100 in the segment has to be done carefully. One possible way

to ensure success of this product is through building a strong brand which can face

this shift in the industry.

Long term Communication Objective

The long term communication objective for Rock 100 is to position the brand in theminds of the rural and semiurban consumers as a high benefit, low cost medium of

travelling. The 100 CC segment has many players but none are targeted at the rural

and semi urban consumers specifically, this leaves a gap for our brand to occupy.

The transportation infrastructure in these regions of the country is undeveloped. Also

the price point of our brand is perfect for the target market which has lesser

disposable income. Thus the consumers from the target market are expected to be

highly price sensitive. Our brand helps to have a self owned vehicle at a very low

cost, thus enabling them mobility in the absence of public transport.


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Defining Brand Personality

The Brand personality speaks of its products or services in a way, what kind of

person it would be if it were human. The message is communicated mainly throughadvertisements. The brand personality should be such that the target customer is

able to associate with the brand. The target customer is an average person living in

rural and semi urban areas of the country. The brand personality that we wish to

create is that of a no non-sense, hardworking person from a village with the will to do

well in life.

The tagline for the brand is India ki savari . Again the tagline is also in alignmentwith the brand image that we are trying to convey. First part of the tag line is referring

to the India meaning, the non-urban areas where the real India resides. This again

reinforces the target market. The second part of the tagline is simply the need that

the brand will satisfy. It will satisfy the need to travel in a cost effective manner. Thus

the brand personality is defined and set.

Brand Identity

The Brand Identity Prism of Rock 100 can be depicted as follows:


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Explanation of Element of Brand Identity

Physique:

The physique are the physical qualities. The physical and tangible qualities of thebrand are low cost and yet effective. Doing its job without any frills. Very focussed at

the job. We define the brand physique of Rock 100 as Focussed

Personality:

Brand Personality is the way in which the brand speaks of its products or services

shows what kind of person it would be if it were human being. This helps in aligningthe product with the target customers. The brands personality is self -explanatory by

its tag-line only which is India ki savari .As already discussed in the previous

section, we wish to achieve brand personality of being an entity away from fancy or

pretty and being authentically "Kaam kazi bike" .

Relationship:

Brand relationship defines the relationship which a brand has with its user, for Rock

100 the relationship comes from the personality of the brand. It basically helps the

user satisfy its need to travel in a cost effective manner. So the relationship that the

brand has with the user can be called as friend .

Culture:

Brand Culture is the set of values brand stands for often imbibing the land of its birth.

The brand culture here is derived from the parent company to which it belongs,

Xenitis (GAL) is dedicated to make available benefits, technology and power to the

masses. It had done the same by selling computers and laptops at less than 10,000

and 20,000 Rs respectively. Same is the case with Rock 100 brand too, it tries to

give the benefit of owing a personal transportation medium to the masses who cant

afford it otherwise. The culture facets refer to the basic principles governing the


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brand in its outward signs like products and communication. Thus the brand culture

of Rock 100 can be represented by for everyone

Reflection:

Another aspect of brand identity is consumer reflection. Consumers can easily define

what goods of a particular brand are produced for a particular type of consumers. It

reflects the consumer image. For Rock 100, these characteristics would be Honest

and hardworking .

Self-Image:

Brand is closely related to the understanding of consumer. self-image that is the

features with which consumers identify themselves, in case of Rock 100, the image

of the brand is simple yet effective and delivers the job. Thats very close to an

average Indian. The characteristics is Simplicity .

Swot analysisStrengths:

The lowest price point

Highest in-class mileage

Unique positioning in the minds of target audience

Weakness:Very low brand equity

Company name is also relatively unknown

Weak dealer network

Opportunities:Huge unmet demand among the target customer

Growing disposable income among the average Indian

The average Indian asking for more value based brand


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Threats:Organised and established players in the market

They have better dealer network, better servicing ability, deeper pockets

Developing Effective communication

Indentify Target audience

The target audience for this brand is the non urban consumers. The urban

consumers are spoilt for choices with many 100

CC bikes, also they are now making a shift

away from the 100 CC segment. Also the price

point of our brand may not convey the right

message to the urban population, whereas the

same price point would be attractive feature for

semi urban and rural consumers. Thus all our

communication should be targeted at this part of the population, where there is need

for such a high benefit, low cost brand.


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Determine the objectives

The brand has been launched but not very publicised, thus the primary function of

the marketing communication will be to spread awareness about the brand, so thatpeople know that such a product exists in the market. In the communication, we

should try to emphasize on two things, first the economic benefit of buying a Rock

100 and then the user profiles using the brand. This will establish our brand in the

otherwise empty position in the mind of the consumer.

Design communication

The communication should try and appeal to show the brand satisfying the need of

the target consumer to own a cost effective way to travel and giving them the

freedom to move. Again the communication should focus on the fact that our brand

has all the features that are there in the other 100 CC bikes (point of parity), but

offers these at a very low cost (point of difference). The communication should be

delivered by a common average person, so that it adds to the believability and also

makes it easier for the target consumers to be able to associate with it.


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Select the communication channel

The communication channel that would be most effective for our brand would bethrough both personal and non personal communication channel. Each serving

different objectives. The non personal communication channel is used for spreading

awareness about our brand, just so the target audience knows about the brand.

Channels like media should be used to spread awareness about our brand on a

macro level. The personal communication channel should be used to go a few steps

further and create interest and convert the interest into sale. On a micro level we

should try to use personal selling, where we promote our brand on a more personallevel.

Establish the Total Marketing Communications Budget

Since the primary objective of the communication is to spread awareness about the

brand, we can use the task or objective method to determine the budget. The task is

to achieve awareness and brand recalls to a desired level.

Deciding on the Marketing Communications Mix

The communication mix should try to concentrate both on non personal and personal

selling channels, as explained before.

Personal selling through events for rural market

The brand should conduct events relevant to the target consumers and promote the

brand, where the people from the brand go to specific rural areas and conduct

events where an opinion leader would give our brand a platform to speak and

promote our brand. For example a relevant topic for the people could be how

freedom of movement can help develop and progress faster. This will be the agenda,


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later followed by a sales pitch to sell our brand by our people. This is a way we can

use person to audience interaction to promote our brand.

TV Advertisements

Rock 100 commercials will be shown on regional channels in semi urban areas and

rural areas. These ads will convey the POPs and PODs of the brand in the 100 CC

segment, in the initial phase of the campaign. Later on we try to convey the brand

personality and user profiles so the target consumers can associate with the brand

better. The emphasis of all advertisement should be on the tagline India ki savari .

Also one more objective of using advertisement is cause when a person sees his

brand being advertised, there is a sense of feeling that removes any doubt and

dissonance possible for the consumer. It is basically for reassuring the consumers

that they have made the right choice.

Print Advertisements

We can do the awareness drive in the semi urban areas by using the local news

papers as our medium. We can also use loose inserts in the news paper doing a

comparison with the other 100 CC brands and showing we are a better proposition

than competition.

Trade fairs

Participating in trade fairs would also give the brand, visibility in the right frame of

reference. As the people who come for trade fair are generally looking for new

innovations and also are opinion leaders in their social circles. This can definitely

help generate awareness through word of mouth. They can be brand evangelist for

us.


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Measure the Communication Results

The success of the communication can be estimated on the basis of how our target

consumers have been reached and also how our communication objectives havebeen achieved. Regular customer surveys and market research will help us to

determine the effectiveness of our communication.

Measuring Effectiveness of advertising mix element

This would involve analysis of how effective the advertisement (both TV and print)

were in catching the target market attention and draw interest. This can be

ascertained with the help of regular recall and recognition tests about Rock 100 and

its various messages as given in the various advertisements. We will also be able to

find from these surveys what is the positioning of our brand in the mind of the

consumers, is it the intended one or something else. If the positioning is as was

intended, then in the further communication we need to reinforce it and if the

positioning is not the one intended than corrective action to be taken to have the

desired positioning.

Measuring the effectiveness of events and trade fair element:

The primary objective of conducting the events and participating in the trade fairs is

to not only create awareness about the brand but also create interest and positive

word of mouth about the brand, so that the prospective consumers can be moved to

sales. Thus the way for measuring the effectiveness of such events is sales from that

particular area.

Managing the Integrated Marketing Communications Process

All the communication that happens from the brand will be the same message being

conveyed to the target audience. The message being conveyed is that here we have

a brand that understands the need of our target consumer for a cost effective


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medium to travel. The brand is dedicated at serving this need of its target

consumers.

Touchpoints with the brand

The touchpoints for any brand are basically the interfaces at which the consumer

comes in contact with the brand. It is the combination of all these touchpoints that

the customer forms an image about the brand, depending on the interactions.

The touchpoints for Rock 100 have been enlisted below:

Bike, the parent company, dealer, TV

advertisements, print advertisements,

employees, after sales service, website,

hoardings, event organisers in the rural

areas, tagline, hoardings, press releases,

stalls in the trade fairs, imagery

associated with the brand, logo, brochureavailable at the dealer, enquiry number,

receptionist, sales man, flexes at the

dealers shop, merchandize of Rock 100 like calendar, wallpapers, stickers etc.

How do we ensure that communication model works to ouradvantage?

The central theme of Rock 100 as a brand has already been explained in the brand

personality and the brand identity sections, it stands for a brand that offers high

benefits to consumers at very low price compared to other brands. It gives them a

sense of freedom of movement. All the communication mix elements will have

synergy in spreading this message about the brand. Care will be taken to ensure that

irrespective of the communication mix elements used, the message remains the

same across all categories.


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As the target group of the Rock 100 is people living in rural and semi urban areas,

the forms of communications and the choice of words in these various

communication media must be appealing to these consumer categories.

Also, care would be taken that all elements of brand building exercise appearing in

the correct sequence with awareness followed by interest and intent to purchase.

Partners in the Marketing Communication Plan

The overall brand building exercise will involve a series of partners such as:

Dealers

Most of the bike manufacturers in the country have multi branded outlets as their

dealers, where they have bikes from different manufacturers. Only, few company-

owned outlets are possible for any manufacturer as it involves a lot of investment.

Thus a consumer never really comes in contact with the company. Hence, for the

consumer, the dealer is the face of the brand. Also, the dealer is very important, ashe can act as the opinion leader for

the consumer when he goes to buy

a bike. He can change the whole

perception of a brand in the mind

of the consumer in a very short

period of time, by giving bad

reviews about the brand. Thedealers are not very loyal to any

brand. They are loyal to the

margins that they get. If a certain

brand offers them a better margin, compared to other, they will try to push that

particular brand. So the dealer is a very important partner in the success of the

brand. Two ways that we can keep our dealers happy are, by giving them better

margins, or by offering them something that they would value like a best dealer


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award, or something on these lines which gives them a sense of pride and

belonging. The sales people who deal with these dealers should try and maintain a

personal relationship with them, making them feel a part of the organisation.

Also the consumer buying pattern for a two wheeler is such that they will go to their

nearest dealer to purchase their bike. Hence the dealer network penetration is very

crucial, cause even if the target consumer knows about a brand and has a keen

interest to buy it, they wouldnt travel too much to buy their favourite brand, if they

dont get it in the nearest dealer outlet. Th is makes it imperative that the brand is

available at as many dealer outlets as possible.

Also one more reason why the dealer is a crucial partner is the after sales service

that they provide for the bike. A bike is required to be serviced every six months.

This is again a chance for the consumer to interact with the brand. Thus the brand

should ensure that the after sales service for the brand is good. For ensuring this the

brand should train the dealers how to do servicing in a professional manner and this

point should be highlighted in the outlet, so the care of the brand for its consumer is

emphasized.

From the above three points, the dealer is very important partner of our brand.

Banks

The brand is targeted at people, who

will not be having large sums of moneyat one time, thus they will use the

option of two wheeler Finance from

banks. We need to partner a bank which can give loans for buying a bike.

The penetration of the bank in the rural and semi urban areas will be an important

criteria for selection of the bank. The idea behind such a partnership is to provide the


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finances for the bike without a lot of hassles for the customer. Such a partnership

would make our brand affordable for more number of people.

Suppliers

A strategic partnership with the suppliers will also help in brand building of Rock 100.

This may take place in the form of initiating a relationship with the suppliers in the

form of training to the suppliers, sharing of market data with the supplier.

Buyers:

This is the reason why our brand exists. We want our buyer to be as satisfied with

the brand as possible. For this reason we need to make sure that there is no

dissonance in the mind of the customer. For this we should have a customer

database, using which we can find the satisfaction level of the customer and also get

valuable feedback about the brand. This valuable feedback can be a good input for

us to make further improvement in the brand.

To all these partners the one message that should be conveyed is that Rock 100 is a

humble, no non-sense brand. In all our communication with our partners and through

them only this message should be conveyed.

Evaluation of Results

This aspect has already been discussed through Measure the CommunicationResults in Developing effective comm unication part of the report.

Documents

2009B47 Kalpit Patel Challenger Brand