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Mavericks mahindra flyte


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Mavericks mahindra flyte

  1. 1. Mahindra Flyte Media Plan Submitted by Team Name: Mavericks Team Members: Maithili Kapileshwarkar Sandhya P Shreya Suresh Sneha Ann Cecil
  2. 2. • Targeted Market o City commuters- Tier 1 and 2 cities • Targeted Audience o Female (Age 16 and 24) • Media o 360-degree multimedia campaign, encompassing print, electronic and online media o Covert ads (Movie In-Placement) - 3 Idiots and Chashme Baddoor • Mahindra Flyte re-launched as “Power Scooters”, along with the Mahindra Rodeo and the Mahindra Duro with Kareena Kapoor as the brand ambassador • Major activation - When the movies with the covert ads were screened, Flyte was exhibited in the respective multiplexes along with newspaper campaigns based on the same
  3. 3. • Marketing Objective – To increase sales and market share, more product awareness and promote the Unique Selling Proposition of the product (the front fuel tank, the fibre body, largest under seat storage and the robust build of the power scooter). • Advertising Objective – To create visibility and product recall in the minds of the audience in the targeted 52 “1 Mn+ population” cities for the five months period from September to January. Advertising mainly remains focused on the print and OOH ads. • Creative Objective – Introducing the new campaign “Ink your Flyte” enabling customers to get a unique custom design on their scooters. This campaign will be promoted through TVCs, digital and social media. • The new media mix will focus on: o Reaching the target audience through regional newspapers and magazines o Increasing product awareness through Out Of Home Media o Regional television channels featuring the ad campaign o Overcoming the absence on social networking sites
  4. 4. Media Objective • Mahindra Flyte is in the introductory stage of the Product Life Cycle, the reach of the product is vital to its success • Mahindra Flyte has recorded a low sales volume (2300 –June 2013 in comparison to Activa: 65500- June 2013). Hence the primary objective of the campaign is to increase the visibility of the vehicle Competition • Honda Activa, Honda Dio, TVS Scooty Pep, Suzuki Access 125, Hero Honda Pleasure and Yamaha Ray • The market share of Honda stands at 51%, Hero at 21%, TVS at 12%, Suzuki at 9%, Yamaha at 4% and Mahindra at 2%
  5. 5. Target Audience: • Commuters looking for a robust, dependable vehicle for everyday use • Both men and women of 18 - 40 years of age Target Market: • Tier II and Tier III cities (population less than 5 million) • Cities like Lucknow, Kanpur, Kochi, Nagpur and Gandhinagar Positioning: • Power, Utility, Neo-modern and Innovative design • Powerful vehicle for use also as a family scooter • Less Delivery time and lower cost
  6. 6. • Outdoor: o Billboards in Tier 2 cities and Tier 3 cities promoting the new campaign. • Print: o Regional Papers and Magazines focusing on the campaign • Digital: o A dedicated Facebook page which interacts with customers o Website to help customers and their concerns o Capturing a video of the “Ink your flyte” activation and promoting it through the YouTube channel
  7. 7. • The new campaign of “Ink your flyte” • The first 10 customers purchasing Flyte on the 10th of every month can get a part of their scooter graphically designed. • All customers are given the option to choose from more than 100 vinyl stickers to be stuck on their scooter at the time of purchase. • A video capturing the customers’ reactions to their customised Flytes will be uploaded on the YouTube channel • A TVC showing the same will be aired during primetime in 8 regional channels 3 times a week • Print ads in 10 regional newspapers Graphic Design Vinyl Stickers
  8. 8. Medium Duration/Space Frequency Cost (Rs. ) Television Commercials in Regional Channels 10sec 8 channels twice a week during prime time for 3 months. 8 channels once a week in prime time for 2 months 89,60,000 Video of activation in YouTube 3 min - - Regional Newspaper Half page ads 20 regional papers thrice a month 5,40,000 Facebook activation and support Maintain a dedicated page Fresh updates and high user interactions - Out of Home Advertising 20 ft*20 ft 52 banners in 52 cities 26,00,000 Total 1,21,00,000 Hence the budget for the proposed media plan is Rs. 1,21,00,000 over a period of five months. We have tried to keep the budget at the lower end and produce maximum results.
  9. 9. Thank You!