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Cockpit: Case solution submitted by Team BOHEMIAN from IIM Raipur
Cockpit: Case solution submitted by Team BOHEMIAN from IIM Raipur
Cockpit: Case solution submitted by Team BOHEMIAN from IIM Raipur
Cockpit: Case solution submitted by Team BOHEMIAN from IIM Raipur
Cockpit: Case solution submitted by Team BOHEMIAN from IIM Raipur
Cockpit: Case solution submitted by Team BOHEMIAN from IIM Raipur
Cockpit: Case solution submitted by Team BOHEMIAN from IIM Raipur
Cockpit: Case solution submitted by Team BOHEMIAN from IIM Raipur
Cockpit: Case solution submitted by Team BOHEMIAN from IIM Raipur
Cockpit: Case solution submitted by Team BOHEMIAN from IIM Raipur
Cockpit: Case solution submitted by Team BOHEMIAN from IIM Raipur
Cockpit: Case solution submitted by Team BOHEMIAN from IIM Raipur
Cockpit: Case solution submitted by Team BOHEMIAN from IIM Raipur
Cockpit: Case solution submitted by Team BOHEMIAN from IIM Raipur
Cockpit: Case solution submitted by Team BOHEMIAN from IIM Raipur
Cockpit: Case solution submitted by Team BOHEMIAN from IIM Raipur
Cockpit: Case solution submitted by Team BOHEMIAN from IIM Raipur
Cockpit: Case solution submitted by Team BOHEMIAN from IIM Raipur
Cockpit: Case solution submitted by Team BOHEMIAN from IIM Raipur
Cockpit: Case solution submitted by Team BOHEMIAN from IIM Raipur
Cockpit: Case solution submitted by Team BOHEMIAN from IIM Raipur
Cockpit: Case solution submitted by Team BOHEMIAN from IIM Raipur
Cockpit: Case solution submitted by Team BOHEMIAN from IIM Raipur
Cockpit: Case solution submitted by Team BOHEMIAN from IIM Raipur
Cockpit: Case solution submitted by Team BOHEMIAN from IIM Raipur
Cockpit: Case solution submitted by Team BOHEMIAN from IIM Raipur
Cockpit: Case solution submitted by Team BOHEMIAN from IIM Raipur
Cockpit: Case solution submitted by Team BOHEMIAN from IIM Raipur
Cockpit: Case solution submitted by Team BOHEMIAN from IIM Raipur
Cockpit: Case solution submitted by Team BOHEMIAN from IIM Raipur
Cockpit: Case solution submitted by Team BOHEMIAN from IIM Raipur
Cockpit: Case solution submitted by Team BOHEMIAN from IIM Raipur
Cockpit: Case solution submitted by Team BOHEMIAN from IIM Raipur
Cockpit: Case solution submitted by Team BOHEMIAN from IIM Raipur
Cockpit: Case solution submitted by Team BOHEMIAN from IIM Raipur
Cockpit: Case solution submitted by Team BOHEMIAN from IIM Raipur
Cockpit: Case solution submitted by Team BOHEMIAN from IIM Raipur
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Cockpit: Case solution submitted by Team BOHEMIAN from IIM Raipur

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Cockpit: Case solution submitted by Team BOHEMIAN from IIM Raipur …

Cockpit: Case solution submitted by Team BOHEMIAN from IIM Raipur

The Case Study:

About Cockpit:

Nyper Motors Ltd. is a European car manufacturer, which specializes in making luxury sedans (price starts from USD 35,000). Nyper motors now wants to enter India, where they are planning to launch “Cockpit”, a hatchback, which they are aiming to sell at USD 16,000, thus tapping India’s youth segment. Cockpit will be a combination of luxury and thrill.
Nyper has recently developed a fuel saving technology for their cars, which they are planning to plug in with Cockpit, thus making a perfect offering for Indian market.
Nyper wants to release Cockpit in the annual AutoExpo event going to be organized in New Delhi, in two months from now. Before the event, Nyper wants to create demand amongst Indian youngsters without revealing the actual design of “Cockpit”,

What Nyper is offering with “Cockpit”?
- High on fuel saving, despite being a luxury hatchback,
- The top speed of Cockpit is 250 km/h
- First 100 cars will be having inbuilt GPS system coupled with prime accessories (free of cost)
- First 10 buyers will be given a free of cost tour to Cockpit’s manufacturing plant in Germany,
- People who buy cockpit, in the first two months of its launch, will be given 2 years service for free

What Nyper wants in the marketing plan?
- Nyper wants Cockpit should not be promoted as a car, but as an experience,
- Apart from promoting on social media, Nyper wants to develop a mobile app for tapping young
digital audience of India.

What is “Feel the Moment”?
Feel the Moment is the brand theme of cockpit, which focuses on a once in a lifetime experience. They want all their brand communication to reflect this idea.

The Assignment:

Nyper wants to create online conversations around “Cockpit” by engaging relevant people in order to create familiarity for the product. They want a marketing campaign which will correctly position the car in their niche thereby challenging ri vals like BMW, Audi and others

Published in: Marketing, Technology, Business
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  • http://www.youtube.com/watch?v=wfF6N0abh5I
  • Transcript

    • 1. Indian Institute of Management Raipur 1
    • 2. 1 TARGET GROUP STUDY 2 MEDIA CONSUMPTION PATTERN OF TARGET GROUP 3 CONTENT 4 5 6 7 SOCIAL MEDIA CHANNELS – SELECTION AND STRATEGY MOBILE APP- FEATURES AND WORKFLOW NATURE OF CONTENT TO ENGAGE AUDIENCE METRICS USED BUDGET Indian Institute of Management Raipur 2
    • 3. CORE TARGET GROUP- MR ARYA CHOPRA AGE : 20-35 LIFESTYLE : YOUNG PROFESSIONALS RELATIONSHIP STATUS : SINGLE /NUCLEAR FAMILY Comes from TIER I/II town ( Metro cities and Tier I cities of Punjab , Karnataka, Andhra Pradesh, Chandigarh, Kerala etc) Personality Traits : Adventurous, spendthrift , sporty , classy , hedonistic Is willing to try out new things provided that it excites him Social bug – plays computer games, surfs the web , downloads apps and music and is turned off by overt traditional Marketing extremes , either would be a die hard loyal or a critic Lives on the • Strong association with luxury , thrill and in trend should be generated for this TG • Marketing Communication should be creative and exciting enough to demand his attention. NEED FROM THE CAR • Should exude class and luxury • Should have great reviews in market • Should provide a good experience • Should be economic hatchback • GLAMORIZATION OF “ CATCH THE THRILL “ Indian Institute of Management Raipur 3
    • 4. MEDIA CONSUMPTION OF THE CORE TG • Active/Passive participation BUT HIGH EXPOSURE of social media. • Checks social networking sites in the middle of day to day activities like traffic jam, lift etc • WATCHES TV RARELY mostly for cricket matches , movies etc on weekends • SKIMS through newspapers • Checks reviews , testimonials before making purchase decision Indian Institute of Management Raipur 4
    • 5. MEDIA SOCIAL BRAG CONSUMPTION OF Indian Institute of Management Raipur THE CORE TG 5
    • 6. Link Shared 1,000,000 Channel Global India Facebook 1000+ 88+ Twitter 500+ 20+ Mobile 6800+ 78 % of consumers trust peer recommendations Tweets go viral in seconds 25 billion of tweets in 2010 and 728 billion tweets in 2011 900+ 50 % of the mobile Internet traffic in India is of Facebook 48% OF YOUNG AMERICANS SAID THEY FIND OUT Easier AUTOMATION, TARGETING and SCHEDULING Status Updates 1,851,000 Friend Requests accepted 1,972,000 20 minutes of Facebook Largest Reach : No. of users (in million) Wall posts 1,587,000 Photos uploaded 2,716,000 Message sent 2,716,000 Comments made 10,208,000 NEWS ABOUT THROUGH FACEBOOK Tagged Photos 1,323,000 Event Invites Indian Institute of Management Raipur 6 1,484,000
    • 7. Indian Institute of Management Raipur 7
    • 8. Indian Institute of Management Raipur 8
    • 9. RIDE OUT MOBILE APP RIDE OUT
    • 10. RIDE OUT MOBILE APP RIDE OUT
    • 11. NATURE OF CONTENT- WEEKLY TIMELINE • CREATE EXCITEMENT WITH ELEMENT OF SURPRISE WEEK 1 • CONTENT SHOULD BE ENGAGING , INVITING AND REWARDING WEEK 2 WEEK 3 WEEK 4 WEEK 5 WEEK 6 WEEK 7 WEEK 8 Indian Institute of Management Raipur 11
    • 12. 2 NEW WEEKS OF ADVENTURE ! BE A PART OF LAUNCH STORY MAGIC ON ROAD
    • 13. WEEK 1 : ASK PEOPLE TO GUESS THE PRODUCT I AM SLENDER , I AM NEW NYPER’S DREAM AND YOUR PRIDE Indian Institute of Management Raipur 13
    • 14. ENGAGE Indian Institute of Management Raipur 14
    • 15. CREATE EMOTIONAL Indian Institute of Management Raipur CONNECT 15
    • 16. PROVOKE Indian Institute of Management Raipur 16
    • 17. NATURE OF CONTENT- WEEKLY TIMELINE • CREATE EXCITEMENT WITH ELEMENT OF SURPRISE WEEK 1 • CONTENT SHOULD BE ENGAGING , INVITING AND REWARDING • NOW THAT PEOPLE KNOW IT IS HATCHBACK ASK THEM TO HAVE FUN WITH IT WEEK 2 • LAUNCH MOBILE APP AND KEEP ADDING EXTRA FEATURES FOR A WEEK TO KEEP UP THE ENTHUSIASM FOR GAME , ASK PEOPLE TO SHARE SCORES WEEK 3 WEEK 4 WEEK 5 WEEK 6 WEEK 7 WEEK 8 Indian Institute of Management Raipur 17
    • 18. SCAN THE QR CODE TO DOWNLOAD FREE MOBILE APP
    • 19. NATURE OF CONTENT- WEEKLY TIMELINE • CREATE EXCITEMENT WITH ELEMENT OF SURPRISE WEEK 1 • CONTENT SHOULD BE ENGAGING , INVITING AND REWARDING • NOW THAT PEOPLE KNOW IT IS HATCHBACK ASK THEM TO HAVE FUN WITH IT WEEK 2 • LAUNCH MOBILE APP AND KEEP ADDING EXTRA FEATURES FOR A WEEK TO KEEP UP THE ENTHUSIASM FOR GAME , ASK PEOPLE TO SHARE SCORES • LAUNCH THE THEME “ LUXURY AND THRILL “ WEEK 3 • ASK PEOPLE TO SHARE THEIR MOST THRILLING MOMENT IN FORM OF PICTURES , STORIES AND REWARD THE MOST LIKED STORY /PICTURE WEEK 4 WEEK 5 WEEK 6 WEEK 7 WEEK 8 Indian Institute of Management Raipur 19
    • 20. NATURE OF CONTENT- WEEKLY TIMELINE • CREATE EXCITEMENT WITH ELEMENT OF SURPRISE WEEK 1 • CONTENT SHOULD BE ENGAGING , INVITING AND REWARDING • NOW THAT PEOPLE KNOW IT IS HATCHBACK ASK THEM TO HAVE FUN WITH IT WEEK 2 • LAUNCH MOBILE APP AND KEEP ADDING EXTRA FEATURES FOR A WEEK TO KEEP UP THE ENTHUSIASM FOR GAME , ASK PEOPLE TO SHARE SCORES • LAUNCH THE THEME “ LUXURY AND THRILL “ WEEK 3 • ASK PEOPLE TO SHARE THEIR MOST THRILLING MOMENT IN FORM OF PICTURES , STORIES AND REWARD THE MOST LIKED STORY /PICTURE • START LAUNCHING FEATURES LIKE TOP SPEED 25O KM/HR , FUEL SAVING TECHNOLOGY , PRICE WEEK 4 • EXTRA HIGHLIGHT ON FEATURES LIKE INBUILT GPS , FREE TOUR TO GERMANY ETC WEEK 5 WEEK 6 WEEK 7 WEEK 8 Indian Institute of Management Raipur 21
    • 21. Indian Institute of Management Raipur 22
    • 22. DILLY TO BAREILLY IN JUST AN HOUR At 250 km/hr which other Indian city pairs could you cover in an hour ?
    • 23. NATURE OF CONTENT- WEEKLY TIMELINE • CREATE EXCITEMENT WITH ELEMENT OF SURPRISE WEEK 1 • CONTENT SHOULD BE ENGAGING , INVITING AND REWARDING • NOW THAT PEOPLE KNOW IT IS HATCHBACK ASK THEM TO HAVE FUN WITH IT WEEK 2 • LAUNCH MOBILE APP AND KEEP ADDING EXTRA FEATURES FOR A WEEK TO KEEP UP THE ENTHUSIASM FOR GAME , ASK PEOPLE TO SHARE SCORES • LAUNCH THE THEME “ LUXURY AND THRILL “ WEEK 3 • ASK PEOPLE TO SHARE THEIR MOST THRILLING MOMENT IN FORM OF PICTURES , STORIES AND REWARD THE MOST LIKED STORY /PICTURE • START LAUNCHING FEATURES LIKE TOP SPEED 25O KM/HR , FUEL SAVING TECHNOLOGY , PRICE WEEK 4 • EXTRA HIGHLIGHT ON FEATURES LIKE INBUILT GPS , FREE TOUR TO GERMANY ETC • GUESS THE NAME WEEK 5 • HASHTAG COCKPIT , ORGANIZE TWITTER MARATHON WEEK 6 WEEK 7 WEEK 8 Indian Institute of Management Raipur 24
    • 24. TWITTER MARATHON THE CONCEPT Invite people on facebook and twitter to play twitter marathon People are asked to tweet with the hashtag #cockpit Give away two exciting prizes 1. For maximum number of tweets 2. Most re-tweeted tweet GOAL :- Be the trending topic on twitter , increase awareness and create interest Indian Institute of Management Raipur 25
    • 25. NATURE OF CONTENT- WEEKLY TIMELINE • CREATE EXCITEMENT WITH ELEMENT OF SURPRISE WEEK 1 • CONTENT SHOULD BE ENGAGING , INVITING AND REWARDING • NOW THAT PEOPLE KNOW IT IS HATCHBACK ASK THEM TO HAVE FUN WITH IT WEEK 2 • LAUNCH MOBILE APP AND KEEP ADDING EXTRA FEATURES FOR A WEEK TO KEEP UP THE ENTHUSIASM FOR GAME , ASK PEOPLE TO SHARE SCORES • LAUNCH THE THEME “ LUXURY AND THRILL “ WEEK 3 • ASK PEOPLE TO SHARE THEIR MOST THRILLING MOMENT IN FORM OF PICTURES , STORIES AND REWARD THE MOST LIKED STORY /PICTURE • START LAUNCHING FEATURES LIKE TOP SPEED 25O KM/HR , FUEL SAVING TECHNOLOGY , PRICE WEEK 4 • EXTRA HIGHLIGHT ON FEATURES LIKE INBUILT GPS , FREE TOUR TO GERMANY ETC • GUESS THE NAME , ANNOUNCE THE NAME AND TAGLINE WEEK 5 • HASHTAG COCKPIT , ORGANIZE TWITTER MARATHON WEEK 6 • PROMOTE EXPERIENCE OF DRIVING A CAR WEEK 7 WEEK 8 Indian Institute of Management Raipur 26
    • 26. Indian Institute of Management Raipur 27
    • 27. Indian Institute of Management Raipur 28
    • 28. Indian Institute of Management Raipur 29
    • 29. NATURE OF CONTENT- WEEKLY TIMELINE • CREATE EXCITEMENT WITH ELEMENT OF SURPRISE WEEK 1 • CONTENT SHOULD BE ENGAGING , INVITING AND REWARDING • NOW THAT PEOPLE KNOW IT IS HATCHBACK ASK THEM TO HAVE FUN WITH IT WEEK 2 • LAUNCH MOBILE APP AND KEEP ADDING EXTRA FEATURES FOR A WEEK TO KEEP UP THE ENTHUSIASM FOR GAME , ASK PEOPLE TO SHARE SCORES • LAUNCH THE THEME “ LUXURY AND THRILL “ WEEK 3 • ASK PEOPLE TO SHARE THEIR MOST THRILLING MOMENT IN FORM OF PICTURES , STORIES AND REWARD THE MOST LIKED STORY /PICTURE • START LAUNCHING FEATURES LIKE TOP SPEED 25O KM/HR , FUEL SAVING TECHNOLOGY , PRICE WEEK 4 • EXTRA HIGHLIGHT ON FEATURES LIKE INBUILT GPS , FREE TOUR TO GERMANY ETC • GUESS THE NAME , ANNOUNCE THE NAME AND TAGLINE WEEK 5 • HASHTAG COCKPIT , ORGANIZE TWITTER MARATHON WEEK 6 WEEK 7 WEEK 8 • PROMOTE EXPERIENCE ASPECT RELATED TO CAR • LAUNCH TEASER VIDEO Indian Institute of Management Raipur 30
    • 30. NATURE OF CONTENT- WEEKLY TIMELINE • CREATE EXCITEMENT WITH ELEMENT OF SURPRISE … ASK AUDIENCE TO GUESS PROUCT WEEK 1 • CONTENT SHOULD BE ENGAGING , INVITING AND REWARDING • NOW THAT PEOPLE KNOW IT IS HATCHBACK ASK THEM TO HAVE FUN WITH IT WEEK 2 • LAUNCH MOBILE APP AND KEEP ADDING EXTRA FEATURES FOR A WEEK TO KEEP UP THE ENTHUSIASM FOR GAME , ASK PEOPLE TO SHARE SCORES • LAUNCH THE THEME “ LUXURY AND THRILL “ WEEK 3 • ASK PEOPLE TO SHARE THEIR MOST THRILLING MOMENT IN FORM OF PICTURES , STORIES AND REWARD THE MOST LIKED STORY /PICTURE • START LAUNCHING FEATURES LIKE TOP SPEED 25O KM/HR , FUEL SAVING TECHNOLOGY , PRICE WEEK 4 • EXTRA HIGHLIGHT ON FEATURES LIKE INBUILT GPS , FREE TOUR TO GERMANY ETC • GUESS THE NAME , ANNOUNCE THE NAME AND TAGLINE WEEK 5 • HASHTAG COCKPIT , ORGANIZE TWITTER MARATHON WEEK 6 WEEK 7 WEEK 8 • PROMOTE EXPERIENCE • LAUNCH TEASER VIDEO • UNVEILING THE MAGIC Indian Institute of Management Raipur 31
    • 31. Indian Institute of Management Raipur 32
    • 32. Indian Institute of Management Raipur 33
    • 33. METRICS USED • Total reach ( weekly Report ) • Number of likes • Engagement • Reach of each post • day wise reach • Time of the day Indian Institute of Management Raipur 34
    • 34. METRICS USED PROGRESS METRICS • Number of followers • Numbers of following • Number of tweets per day • Number/Percentage of original tweets • Number/Percentage of Re-tweets • Number/Percentage of @replies or DM’s • Number/ Percentage of links used in tweets • Time of day when you tweet most • Klout Score ENGAGEMENT METRICS •Number of times people re-tweeted you • Total reach of retweets ( determined by re-tweeter’s number of followers) • Number of times your hashtag is used BRAND AND REPUTATION MONITORING METRICS • Number of times crucial keywords appear in tweets •Number of times your brand name appears in tweets CONVERSION METRICS •Number of click-throughs on shortened and/or trackable URL’s •Number of Referrals from Twitter •Number of complete actions Indian Institute of Management Raipur through Twitter ( such as 35
    • 35. Social Media Campaign Budget Expense Tiltle Details Amount (lakhs) 80 Total Expenses Indian Institute of Management Raipur 36
    • 36. THANK YOU SIMPLIFY Indian Institute of Management Raipur 360 37

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