Titan Octane Comm Strategy 2009

TITAN OCTANE

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How to close the gap in marketing communication?

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Research

Reposition

ReviveResonate

Review

5R©

Framework

Repositioning not required

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WHO

WHY

WHAT

MetrosMini -Metros

Male22-28 years

Professionally qualified

Junior to mid-level executives

Geographic Demographic Socio-Economic

Usage pattern – Both work

wear and casual wear

Behavior

MasculinityFast pace

EnergyStyle

Needs

Market Segmentation and Targeting

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Positioning Strategy

Marketing variables aligned to communicate the positioning Product - watch dial designed as dashboard

Promotion – featuring bikes as a cue for adrenalin rush

Indian Youth leading a fast

pace, ambitious, active life

Indian youth loves motor sports and

racing

Indian youth want “adrenalin rush” – speed, energy, power

“Be Speed”

“Adrenalize”

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Research

Reposition

ReviveResonate

Review

5R©

Framework


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Research Objectives

Understand the purchase behavior and brand preferences for

wrist watches

Identify the ideal positioning for Titan

Octane

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Research Design

Qualitative

ExploratoryFocus Group Discussion

Quantitative

Conclusive

Web Survey

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Qualitative Quantitative

Method Focus Group Discussion Web Survey

SamplingFrame

Executive MBA Students Executive MBA Students, Working Professionals

Sample Size 3 X 6 = 18 60/600

Objective To explore

Attitude towards wrist watch

What makes brand preferences

Purchase behavior

To evaluate:

Associations with wrist watches

Associations with brands available

To identify:

Preference map

Ideal positioning

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95% of survey

respondents own at least one wrist

watch

70% of survey

respondents own more than 1 watch

54% of survey

respondents wear different watches on different occasions

23% of survey

respondents received watches

as gifts

69% agree their

wrist watch is an extension of their

personality

62% agree their

wrist watch is a reflection of their

social status

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35%

19%

29%

11%6%

Purchase Criteria

Looks and Style Features Brand Warranty Availability

0% 5% 10% 15% 20% 25%

Elegant

Stylish

Intellectual

Purposeful and driven

Adventurous and daring

My Watch & My Image(Top 5)

69%

31%

I prefer wearing a watch that ...

... I bought myself ... Was gifted to me

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Looks and StyleBrand Associations

29%

12%15%

28%

16%

Which personal qualities matter to me ...

Determination

Resilience

Achievement

Humility

Performance under pressure

25%

24%21%

2%

22%

6%

Information Sources

Advertisements on TV

Advertisements in the press and billboards

Friends and relatives

Internet sites

Retail Stores

16%

15%

15%13%

12%

9%

15%

5%

Brand Awareness

Titan

Citizen

Timex

Espirit

Tommy Hilfiger

Titan Octane

Casio

Other

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Brand Preference Map of existing brands in the same price range

Brand Associations

Looks and Style

LEGENDC - CitizenCas - CasioTH - Tommy HilfigerTI - Timex0 - MDS Dummy VariableTO - Titan Octane

Titan Octane is not the preferred brand of the Target Audience.

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Watch has to fulfill all the needs of the wearer

Emotional – Reflection of his personality

Psychographic – Lifestyle needs such as occasion based needs

Functional –Time keeping : Just a hygiene factor

Self selection drives usage

Within a given price range, the most important purchase criteria

are:

Looks and Style

Brand associations

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Psychographic Profile of the

Target segment

• Young

• Enthusiastic

• Rebellious

• Appreciate the unconventional

• Active

• Impulsive

• Seek stimulation from the new, offbeat and risky

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Want to be perceived as

stylishWant to be perceived as the decision

maker

Want to be perceived

as intellectual

Want to be perceived as purposefulWant to be

perceived as driven


multi-faceted

EXPERIENCERS

Associations with “Speed” do not capture the needs of the segment completely

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Association with motorsports

Associations with energy, force and “adrenaline rush”

Today’s youth want more

India is a cricket crazy countryFit?

Fit?

Thus, a need for repositioning TITAN OCTANE

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Research

Reposition

ReviveResonate

Review

5R©

Framework


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stylishWant to be perceived as the decision

maker


as intellectual


perceived as driven


multi-faceted

EXPERIENCERS

Re-position to have the best fit with the target audience

Want to be perceived as the decision

maker


as intellectual


perceived as driven


multi-faceted

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Personality of the target youth segment

I have a purpose which may be unconventional

I have the energy to stretch myself beyond my capabilities

I make my own choices

I want to do more

I am not afraid of failures as I have the drive to bounce back

I ignite the world of around me…

Brand re-positioning to match the personality of the target youth

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Multi-brand strategy of Titan has clearly lead to confused

customers

Titan Sonata – cheap watch, Titan = lower end watches

Tanishq – Titan = some sort of jewellery company

Titan – Titan = good for gifting

Titan – Titan = my daddy’s watch – functional and reliable but .... Conservative

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TITAN

Trust, Reliability, Stability

OCTANE

Passion, Fire, Drive

BRAND DISSONANCE

Drop from Titan Octane

Give Octane an independent brand identity. Product must carry the Octane logo, not just Titan Not something new for Titan. Titan has done it before both at low end with Fastrack and at the high

end with Xylys.

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Research

Reposition

ReviveResonate

Review

5R©

Framework


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Consumers don’t trust corporations

70% Indians reported that they were

influenced by online comments

Consumers are constantly choosing what they consume and when they consume it

Growing demand for

more information

Consumers are co-owningand co-creating brands

Prosumers - not only consuming but also producing information

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Linear is OUT

Non-Linear is IN

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TRIGGER ACCESS ENGAGE

THE TAE MODEL

Awareness&

Interest

Desire&

Intent

Action&

Engagement

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Key Driver: Customer Engagement

TRIGGER ACCESS ENGAGE

All channels must beleveraged – if youdon’t take control of achannel, someone elsewill

Different stages ofthe TAE Model leverdifferent media

All channels mustconvey a consistentmessage

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OBJECTIVE

Create awareness about the brand OctaneCommunicate brand personality of OctaneGenerate interest in the target audience to actively seek more information about Octane

MESSAGE

IGNITED. I RUN ON OCTANE.

Octane is not just a watch, it’s a way of life

Octane reflects who you are – a purposeful, passionate and high energy individual

Octane is about being multi-faceted –being driven to do more

Octane connects you with the like minded people

MESSAGE ENDORSER

Chetan Bhagat, Rahul Bose, Prasoon Joshi

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MEDIA CHOICE

OOH, Malls,Book & Music

Stores,Gym, Pubs

Newspaper, Magazines

TV, Radio

Out and About Lean Forward Lean Back

scheduled

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http://www.exchange4media.com/e4m/others/youthbuzz.asp

http://www.exchange4media.com/e4m/others/youthbuzz.asp

OBJECTIVE

Consistent Octane experience on the company website Internet search optimization, get octane site among the top three search results A positive and consistent image of the product from blogs and product reviews

Information on how to purchase the product

MESSAGE ENDORSER

Influential bloggers, Product reviewers and Octane owners - Octaners

MESSAGE

Same as Trigger.

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MEDIA CHOICE

MobileRSS Feeds,

InternetCinema, Movies

on Demand, DTH


demand

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scheduled

~12%

88%

Female

Male

Age Group (yrs) %

15-19 1%20-30 58%31-40 28%41+ 13%

Primarily a domain of young Indian male.

Source: BW Marketing Whitebook 2009-2010

OBJECTIVE

Communicate that Octane enables user conversation

MESSAGE

IGNITED. I RUN ON OCTANE.

Octane, a way of life, a way of your life

ENGAGE

ABSORB

ENGROSS

INTEREST

INVOLVE

MESSAGE ENDORSER

Octaners

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Fully engaged customers deliver a 23% premium over average customers in share of wallet, profitability, revenue, and relationship growth, according to Gallup research, while actively disengaged customers represent a 13% discount on the same measures.http://www.greatmanagement.org/articles/329/1/Engaging-Customers----All-Day-EveryDay

http://www.greatmanagement.org/articles/329/1/Engaging-Customers----All-Day-EveryDay









MEDIA CHOICE

Events, Gym, Disc/Pubs, Clubs

Blog, Gaming, Contests, Social

Networking

IPTV, Interactive Games


participate

www.RunOnOctane.com

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www.RunOnOctane.com

ENGAGEMENT PLATFORM

www.RunOnOctane.com

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WHEN WAS THE LAST TIME YOU DID SOMETHING FOR THE FIRST TIME.

Campaign to get people to do more and share their stories on www.RunOnOctane.com

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http://www.runonoctane.com/

IGNITE SOMEBODY.

Campaign to get people to encourage others to do more. www.RunOnOctane.com to act as the rallying point.

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FUEL UP.

Campaign to get attract people to the portal www.RunOnOctane.com where portal acts as bringing people up to speed on trends in spaces that are of interest to the target audience.

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Research

Reposition

ReviveResonate

Review

5R©

Framework


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© Graham D Brown http://www.mobileyouth.org/wp-content/uploads/2009/09/slide092.jpg

Create an army of Passionistas.

Co-owners & Co-Creators

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Part of the Conversation

DialogueCo-owner

Community Ownership

Product Development

Product ReviewsBrand Ownership

Active Octane SupportLifestyle Integration

RunOnOctanePortal

Creating Brand Advocates

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Research

Reposition

ReviveResonate

Review

5R©

Framework


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SHORT TERM

BRAND HEALTH

ENGAGEMENT

TOPLINE

TRUST, SERVICE + CLARITY

ADVOCACY

DIALOGUE

LONG TERM

Projected vs. perceivedCoverage and reach

Online: #Registered Users, User activity

Offline: Meets, events

% Increase in sales

Permission to marketEngagement, partnerships

Lower marketing costsConsumer PR & Word of Mouth

Product development insightsEvents, causes, projects

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Research

Reposition

ReviveResonate

Review

5R©

Framework

Almost nil brand recall for Titan OctaneNon-personal and narrowStyle statementWatch reflects personality Ignited. I run on

OctaneOctane is not a brand., it’s a way of lifeOctane individuals are passionate, driven individuals who always strive for more

New communication strategy is about customer engagement TAE modelIgnite somebodyWhen was the last time you did something for the first time

Engagement driven by both online and offline activitieswww.RunOnOctane.comCo-owners and Co-creatorsOctane Passionistas

Continuous brand health monitoringMonitor brand perceptions, acceptance, reach, customer involvement


Documents

Titan Octane Comm Strategy 2009