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Account
 Planning
Assignment

  Vishakha Pithwal
Insight Mining
Product
A wrist watch


           Not just a wrist watch!


A Bikers’ Wrist Watch Range which predicts
weather, states temperature, air pressure, has an
 illuminated neon dial, offers GPS navigation,
    lapse timing and is waterproof as well as
                  shockproof.
Brand Name
Storm Troopers

     Adapted from the “Star Wars” movie



An 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 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?
Communication issue
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?
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 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.
Purpose

To 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 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?
Clusters & Core thought
Respondents
Ishank Gorla             Mikrant Jamwal

Ishan Naman Sinha        Mohit Bali

Anubhav Pahwa            Vishwas Bishnoi

Onkar Naik               Aditya Gaurav

Akshay D Mandlik         Shivain Mehta

Anshul Yadav             Asif Hussain

Puneet Kumar

Ishan Dhar
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.
Insight 1
Proposition 1
 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!
Insight 2
Proposition 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 does not know the roads well.



 Proposition: Lead the pack!
Concept
Development
Concept Board 1
Concept Grid
TARGET: BIKERS, ON-ROAD TRAVELLERS



CONCEPT    PRODUCT       INSIGHT          FUNCTIONAL   EMOTIONAL    REASON TO
NAME       IDEA                           BENEFIT      BENEFIT      BELIEVE


                                          DISCRIMINATOR
                         BIKERS THINK
STORM      SPECIALIZED   THAT THEY ARE    EXCLUSIVELY DESIGNED WATCHES CUM
TROOPERS   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
Concept Statement
Crafting the Concept Statement
3 elements to consider:

• Content – what goes into the concept

• Structure – how the content is put together

• Style – crafting the concept to the target audience
Concept Statement Content
TARGET: BIKERS, ON-ROAD TRAVELLERS


CONCEPT    PRODUCT       INSIGHT          FUNCTIONAL   EMOTIONAL     REASON TO
NAME       IDEA                           BENEFIT      BENEFIT       BELIEVE

                                          DISCRIMINATOR
                         BIKERS THINK
STORM      SPECIALIZED   THAT THEY ARE    EXCLUSIVELY DESIGNED WATCHES CUM
TROOPERS   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
Concept Statement Structure
  Concept Content                    Draft Concept Statement

                           Bikers think that they are invincible and hate
Consumer insight
                           to admit that they need assistance of any kind



                           Storm Troopers
Name
                           Specialized wrist watch range with embedded
Idea/Discriminator         gadgets for bikers

Reason to believe          Futuristic Technology


                           Exclusively designed watches cum gadgets to
Reprise of discriminator   assist on-road travellers
or ‘why you buy it’
Concept Statement Style
Target, Values, Personality, Essence
                                      Storm Troopers

                                                     Adventure;
                    Bikers, On-                      Freedom to explore
                    road travellers
Target                                                                     Essence
Audience                           Informal, Personal,
                                 Functional, Emotional,
                          Masculine, Sensational, Individualistic




           Values                                            Personality
Final Concept Statement

             Final Concept Statement
Bikers 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 coming
your 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.
Concept Board 2
Concept Grid
TARGET: BIKERS, ON-ROAD TRAVELLERS



CONCEPT    PRODUCT       INSIGHT           FUNCTIONAL    EMOTIONAL     REASON TO
NAME       IDEA                            BENEFIT       BENEFIT       BELIEVE


                         MOST OF THE       DISCRIMINATOR
                         BIKERS HAVE
STORM      SPECIALIZED   THEIR OWN         EXCLUSIVELY DESIGNED WATCHES CUM
TROOPERS   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
Concept Statement
Concept Statement Content
TARGET: BIKERS, ON-ROAD TRAVELLERS


CONCEPT    PRODUCT       INSIGHT           FUNCTIONAL    EMOTIONAL      REASON TO
NAME       IDEA                            BENEFIT       BENEFIT        BELIEVE

                                           DISCRIMINATOR
                         MOST OF THE
STORM      SPECIALIZED   BIKERS HAVE       EXCLUSIVELY DESIGNED WATCHES CUM
TROOPERS   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.
Concept Statement Structure
  Concept Content                     Draft Concept Statement
                           Most of the bikers have their own gangs and
Consumer insight           they don’t like to be left behind or be seen as
                           someone who does not know the roads well.


                           Storm Troopers
Name
                           Specialized wrist watch range with embedded
                           gadgets for bikers
Idea/Discriminator
                           Futuristic Technology that helps you be ahead
Reason to believe
                           of all


Reprise of discriminator   Exclusively designed watches cum gadgets to
or ‘why you buy it’        assist on-road travellers
Concept Statement Style
Target, Values, Personality, Essence
                                      Storm Troopers

                                                      Leading the way
                    Bikers, On-
                    road travellers
Target                                                                          Essence
Audience                            Informal, Personal,
                                  Functional, Emotional,
                                  Masculine, Sensational,
                              Individualistic as well as social




           Values                                                 Personality
Final Concept Statement

                Final Concept Statement

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.

Bikers like to lead and not follow. Within their gangs, they
like 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.
Thank you!

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Account planning watch

  • 1. Account Planning Assignment Vishakha Pithwal
  • 4. A wrist watch Not just a wrist watch! A Bikers’ Wrist Watch Range which predicts weather, states temperature, air pressure, has an illuminated neon dial, offers GPS navigation, lapse timing and is waterproof as well as shockproof.
  • 6. Storm Troopers Adapted from the “Star Wars” movie An Iconic symbol of Futuristic Machine Design
  • 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?
  • 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?
  • 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. Purpose To find trigger for purchase of such gadget
  • 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. Clusters & Core thought
  • 16. Respondents Ishank Gorla Mikrant Jamwal Ishan Naman Sinha Mohit Bali Anubhav Pahwa Vishwas Bishnoi Onkar Naik Aditya Gaurav Akshay D Mandlik Shivain Mehta Anshul Yadav Asif Hussain Puneet Kumar Ishan Dhar
  • 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.
  • 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!
  • 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!
  • 25. TARGET: BIKERS, ON-ROAD TRAVELLERS CONCEPT PRODUCT INSIGHT FUNCTIONAL EMOTIONAL REASON TO NAME IDEA BENEFIT BENEFIT BELIEVE DISCRIMINATOR BIKERS THINK STORM SPECIALIZED THAT THEY ARE EXCLUSIVELY DESIGNED WATCHES CUM TROOPERS 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
  • 27. Crafting the Concept Statement 3 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. Concept Statement Content TARGET: BIKERS, ON-ROAD TRAVELLERS CONCEPT PRODUCT INSIGHT FUNCTIONAL EMOTIONAL REASON TO NAME IDEA BENEFIT BENEFIT BELIEVE DISCRIMINATOR BIKERS THINK STORM SPECIALIZED THAT THEY ARE EXCLUSIVELY DESIGNED WATCHES CUM TROOPERS 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. Concept Statement Structure Concept Content Draft Concept Statement Bikers think that they are invincible and hate Consumer insight to admit that they need assistance of any kind Storm Troopers Name Specialized wrist watch range with embedded Idea/Discriminator gadgets for bikers Reason to believe Futuristic Technology Exclusively designed watches cum gadgets to Reprise of discriminator assist on-road travellers or ‘why you buy it’
  • 31. Target, Values, Personality, Essence Storm Troopers Adventure; Bikers, On- Freedom to explore road travellers Target Essence Audience Informal, Personal, Functional, Emotional, Masculine, Sensational, Individualistic Values Personality
  • 32. Final Concept Statement Final Concept Statement Bikers 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 coming your 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.
  • 35. TARGET: BIKERS, ON-ROAD TRAVELLERS CONCEPT PRODUCT INSIGHT FUNCTIONAL EMOTIONAL REASON TO NAME IDEA BENEFIT BENEFIT BELIEVE MOST OF THE DISCRIMINATOR BIKERS HAVE STORM SPECIALIZED THEIR OWN EXCLUSIVELY DESIGNED WATCHES CUM TROOPERS 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
  • 37. Concept Statement Content TARGET: BIKERS, ON-ROAD TRAVELLERS CONCEPT PRODUCT INSIGHT FUNCTIONAL EMOTIONAL REASON TO NAME IDEA BENEFIT BENEFIT BELIEVE DISCRIMINATOR MOST OF THE STORM SPECIALIZED BIKERS HAVE EXCLUSIVELY DESIGNED WATCHES CUM TROOPERS 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. Concept Statement Structure Concept Content Draft Concept Statement Most of the bikers have their own gangs and Consumer insight they don’t like to be left behind or be seen as someone who does not know the roads well. Storm Troopers Name Specialized wrist watch range with embedded gadgets for bikers Idea/Discriminator Futuristic Technology that helps you be ahead Reason to believe of all Reprise of discriminator Exclusively designed watches cum gadgets to or ‘why you buy it’ assist on-road travellers
  • 40. Target, Values, Personality, Essence Storm Troopers Leading the way Bikers, On- road travellers Target Essence Audience Informal, Personal, Functional, Emotional, Masculine, Sensational, Individualistic as well as social Values Personality
  • 41. Final Concept Statement Final Concept Statement 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. Bikers like to lead and not follow. Within their gangs, they like 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.