Account PlanningAssignment  Vishakha Pithwal
Insight Mining
Product
A wrist watch           Not just a wrist watch!A Bikers’ Wrist Watch Range which predictsweather, states temperature, air ...
Brand Name
Storm Troopers     Adapted from the “Star Wars” movieAn Iconic symbol of Futuristic Machine Design
Business Issue
As the wrist watch range is owned by Fastrack (a TITAN brand), it is seen as more of a college students/kids watch.  It do...
Communication issue
As this is a more functionality-driven market. there is fierce     competition from international, established players.   ...
Discussion guide
Target Group A guy X, 23 years old. Stays in a metro. Loves  the latest gadgets. Owns an R1 5. Part of a  local biker gan...
PurposeTo find trigger for purchase of such                 gadget
   Occupation?   Which bike do you own?   How often do you travel?   You travel alone or with friends?   Do you plan ...
Clusters & Core thought
RespondentsIshank Gorla             Mikrant JamwalIshan Naman Sinha        Mohit BaliAnubhav Pahwa            Vishwas Bish...
Clusters After clustering and re-clustering the groups, we   finalized 2 clusters according to their different   requirem...
Insight 1Proposition 1
 Insight: Bikers think that they are invincible and hate   to admit that they need assistance of any kind. Proposition: ...
Insight 2Proposition 2
 Insight: Most of the bikers have their own gangs and   they don’t like to be left behind or be seen as someone   who doe...
ConceptDevelopment
Concept Board 1
Concept Grid
TARGET: BIKERS, ON-ROAD TRAVELLERSCONCEPT    PRODUCT       INSIGHT          FUNCTIONAL   EMOTIONAL    REASON TONAME       ...
Concept Statement
Crafting the Concept Statement3 elements to consider:• Content – what goes into the concept• Structure – how the content i...
Concept Statement ContentTARGET: BIKERS, ON-ROAD TRAVELLERSCONCEPT    PRODUCT       INSIGHT          FUNCTIONAL   EMOTIONA...
Concept Statement Structure  Concept Content                    Draft Concept Statement                           Bikers t...
Concept Statement Style
Target, Values, Personality, Essence                                      Storm Troopers                                  ...
Final Concept Statement             Final Concept StatementBikers think that they are invincible and hate to admit        ...
Concept Board 2
Concept Grid
TARGET: BIKERS, ON-ROAD TRAVELLERSCONCEPT    PRODUCT       INSIGHT           FUNCTIONAL    EMOTIONAL     REASON TONAME    ...
Concept Statement
Concept Statement ContentTARGET: BIKERS, ON-ROAD TRAVELLERSCONCEPT    PRODUCT       INSIGHT           FUNCTIONAL    EMOTIO...
Concept Statement Structure  Concept Content                     Draft Concept Statement                           Most of...
Concept Statement Style
Target, Values, Personality, Essence                                      Storm Troopers                                  ...
Final Concept Statement                Final Concept StatementMost of the bikers have their own gangs and they don’t liket...
Thank you!
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Account planning watch

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Account planning watch

  1. 1. Account PlanningAssignment Vishakha Pithwal
  2. 2. Insight Mining
  3. 3. Product
  4. 4. A wrist watch Not just a wrist watch!A Bikers’ Wrist Watch Range which predictsweather, states temperature, air pressure, has an illuminated neon dial, offers GPS navigation, lapse timing and is waterproof as well as shockproof.
  5. 5. Brand Name
  6. 6. Storm Troopers Adapted from the “Star Wars” movieAn Iconic symbol of Futuristic Machine Design
  7. 7. Business Issue
  8. 8. As the wrist watch range is owned by Fastrack (a TITAN brand), it is seen as more of a college students/kids watch. It does not appeal to the segment that we are targeting – the bikers, who are more adventurous and mature and hence want something masculine. Challenge: How do we tap this niche and profitable market?
  9. 9. Communication issue
  10. 10. As this is a more functionality-driven market. there is fierce competition from international, established players. Challenge: How to attract bikers to buy equipment from ‘Storm Troopers’? How do we invoke that ‘aspiration’ within them?
  11. 11. Discussion guide
  12. 12. Target Group A guy X, 23 years old. Stays in a metro. Loves the latest gadgets. Owns an R1 5. Part of a local biker gang. Participates in biking rallies. Likes to speed on empty roads late at night. Likes going to long road trips with his bunch of biker friends. Adventurous. Takes impulsive decisions.
  13. 13. PurposeTo find trigger for purchase of such gadget
  14. 14.  Occupation? Which bike do you own? How often do you travel? You travel alone or with friends? Do you plan your tours beforehand? Do you make spontaneous plans? Would you like to explore new places or rather go to a known place? Do you participate in bike races? Do you participate in biker rallies? What bike accessories do you own? Do you wear a watch while biking? Do you have any specialized/separate watch? What functionality does it offer? Have you ever faced any problems with it while driving? Would you prefer digital or analog? Which features do you think would be helpful in a watch?
  15. 15. Clusters & Core thought
  16. 16. RespondentsIshank Gorla Mikrant JamwalIshan Naman Sinha Mohit BaliAnubhav Pahwa Vishwas BishnoiOnkar Naik Aditya GauravAkshay D Mandlik Shivain MehtaAnshul Yadav Asif HussainPuneet KumarIshan Dhar
  17. 17. Clusters After clustering and re-clustering the groups, we finalized 2 clusters according to their different requirements as well as aspirations:  Cluster I: People that already have a biker watch and are aware of existing brands; have specific needs.  Cluster II: People that do not own a biker watch but would like to try if given exposure.
  18. 18. Insight 1Proposition 1
  19. 19.  Insight: Bikers think that they are invincible and hate to admit that they need assistance of any kind. Proposition: Know what’s coming your way!
  20. 20. Insight 2Proposition 2
  21. 21.  Insight: Most of the bikers have their own gangs and they don’t like to be left behind or be seen as someone who does not know the roads well. Proposition: Lead the pack!
  22. 22. ConceptDevelopment
  23. 23. Concept Board 1
  24. 24. Concept Grid
  25. 25. TARGET: BIKERS, ON-ROAD TRAVELLERSCONCEPT PRODUCT INSIGHT FUNCTIONAL EMOTIONAL REASON TONAME IDEA BENEFIT BENEFIT BELIEVE DISCRIMINATOR BIKERS THINKSTORM SPECIALIZED THAT THEY ARE EXCLUSIVELY DESIGNED WATCHES CUMTROOPERS WRIST INVINCIBLE AND GADGETS TO ASSIST ON-ROAD TRAVELLERS WATCHES FOR HATE TO ADMIT BIKERS THAT THEY NEED ASSISTANCE OF ANY KIND EMBEDDED CAREFREE FUTURISTIC GADGETS TECHNOLOGY
  26. 26. Concept Statement
  27. 27. Crafting the Concept Statement3 elements to consider:• Content – what goes into the concept• Structure – how the content is put together• Style – crafting the concept to the target audience
  28. 28. Concept Statement ContentTARGET: BIKERS, ON-ROAD TRAVELLERSCONCEPT PRODUCT INSIGHT FUNCTIONAL EMOTIONAL REASON TONAME IDEA BENEFIT BENEFIT BELIEVE DISCRIMINATOR BIKERS THINKSTORM SPECIALIZED THAT THEY ARE EXCLUSIVELY DESIGNED WATCHES CUMTROOPERS WRIST INVINCIBLE AND GADGETS TO ASSIST ON-ROAD TRAVELLERS WATCHES FOR HATE TO ADMIT BIKERS THAT THEY NEED ASSISTANCE OF EMBEDDED CAREFREE FUTURISTIC ANY KIND GADGETS TECHNOLOGY
  29. 29. Concept Statement Structure Concept Content Draft Concept Statement Bikers think that they are invincible and hateConsumer insight to admit that they need assistance of any kind Storm TroopersName Specialized wrist watch range with embeddedIdea/Discriminator gadgets for bikersReason to believe Futuristic Technology Exclusively designed watches cum gadgets toReprise of discriminator assist on-road travellersor ‘why you buy it’
  30. 30. Concept Statement Style
  31. 31. Target, Values, Personality, Essence Storm Troopers Adventure; Bikers, On- Freedom to explore road travellersTarget EssenceAudience Informal, Personal, Functional, Emotional, Masculine, Sensational, Individualistic Values Personality
  32. 32. Final Concept Statement Final Concept StatementBikers think that they are invincible and hate to admit that they need assistance of any kind. Using this watch will make you know what’s comingyour way! You will be ahead of time and everyone else. You’ll know it all. And therefore, your worries can take a back seat until you enjoy the care-free ride.
  33. 33. Concept Board 2
  34. 34. Concept Grid
  35. 35. TARGET: BIKERS, ON-ROAD TRAVELLERSCONCEPT PRODUCT INSIGHT FUNCTIONAL EMOTIONAL REASON TONAME IDEA BENEFIT BENEFIT BELIEVE MOST OF THE DISCRIMINATOR BIKERS HAVESTORM SPECIALIZED THEIR OWN EXCLUSIVELY DESIGNED WATCHES CUMTROOPERS WRIST GANGS AND GADGETS TO ASSIST ON-ROAD TRAVELLERS WATCHES FOR THEY DON’T BIKERS LIKE TO BE LEFT BEHIND OR BE SEEN AS SOMEONE WHO DOES NOT EMBEDDED SENSE OF A FUTURISTIC KNOW THE GADGETS – LEADERSHI TECHNOLOGY ROADS WELL. BEING AHEAD P& OF ALL SUPERIORIT Y
  36. 36. Concept Statement
  37. 37. Concept Statement ContentTARGET: BIKERS, ON-ROAD TRAVELLERSCONCEPT PRODUCT INSIGHT FUNCTIONAL EMOTIONAL REASON TONAME IDEA BENEFIT BENEFIT BELIEVE DISCRIMINATOR MOST OF THESTORM SPECIALIZED BIKERS HAVE EXCLUSIVELY DESIGNED WATCHES CUMTROOPERS WRIST THEIR OWN GADGETS TO ASSIST ON-ROAD TRAVELLERS WATCHES FOR GANGS AND BIKERS THEY DON’T LIKE TO BE LEFT BEHIND OR BE EMBEDDED SENSE OF A FUTURISTIC SEEN AS GADGETS – LEADERSHIP TECHNOLOGY SOMEONE WHO BEING AHEAD AND DOES NOT OF ALL SUPERIORIT KNOW THE Y ROADS WELL.
  38. 38. Concept Statement Structure Concept Content Draft Concept Statement Most of the bikers have their own gangs andConsumer insight they don’t like to be left behind or be seen as someone who does not know the roads well. Storm TroopersName Specialized wrist watch range with embedded gadgets for bikersIdea/Discriminator Futuristic Technology that helps you be aheadReason to believe of allReprise of discriminator Exclusively designed watches cum gadgets toor ‘why you buy it’ assist on-road travellers
  39. 39. Concept Statement Style
  40. 40. Target, Values, Personality, Essence Storm Troopers Leading the way Bikers, On- road travellersTarget EssenceAudience Informal, Personal, Functional, Emotional, Masculine, Sensational, Individualistic as well as social Values Personality
  41. 41. Final Concept Statement Final Concept StatementMost of the bikers have their own gangs and they don’t liketo be left behind or be seen as someone who does not know the roads well.Bikers like to lead and not follow. Within their gangs, theylike to be always updated about the routes, weather and so on. It gives them a sense of superiority and is also a status symbol among their friends.
  42. 42. Thank you!

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