Presentation done by me and my team for Hero Honda Pleasure as a Communication Strategy competition DRAFT FCB ULKA COMSTRAT 2007

1. Team:4 Symbiosis Institute of Media & Communication, Pune
•Tushar Jambhekar
•Syed Faraz Ali
•Rahul Upadhyaya

2. Assumptions for the proposal
• Product is the same; Variant will not have the same name
• Price is constant
• Socio-Political and Economic environment is constant
• Hero Honda is willing to invest resources in Pleasure
• Support for Just4her and other campaigns will continue
• Campaigns will run for six months minimum
• No drastic change by the competitor and his strategy
• Media Space is available

3. Presentation Flow
Brand Hero Honda Pleasure
Brand Analysis
Brand Strategy
Communication Strategy

4. AV

5. Market Research is a process of
going up the alleys to see if they are
blind
Talk to the people you love, before you own them.

6. Brand Factor Pyramid
PresencePresence
RelevanceRelevance
PerformancePerformance
AdvantageAdvantage
ConvictionConviction
Can anything else beat it ?
Does it have any advantages?
Is it satisfactory?
Does it cater for me?
Do I know about it ?

7. Market Research
• 1 Mall in Mumbai; 3 colleges in Pune
• 148 respondents
• Based on:
Brand Recall
Last Advertisement seen
Reasons of purchase
Who makes the purchase decision?
Brand of Scooter most likely to be purchased?
Is Pleasure only for females?
Would you like a Scooter meant only for females?

8. Findings
Is that some contraceptive?
Smart, Trendy, Fun to ride
Pleasure? Hero Honda?
That new Scooty?
“Woh Priyanka Choprawala?”

9. Hero Honda Pleasure Image Audit
Hero
Honda
Pleasure
Functional
100cc engine
Gearless comfort
Light weight and easy to maneuver
Social
Image of a modern
woman
Symbol of self reliance
Mental
I have an identity
I can decide where I wish to go
I can stand up against the tide
Spiritual
This is my personal belonging
Girls are special; so is my bike
Based on the Market Research

10. Positioning is like an elevator,
The right button can take you to the top.
Be Exclusive; Be Special

11. Change positioning?
NO
Reasoning:
• 9% market share in year one
• Acceptance by the target audience
• Scooty Pep+ and Honda Activa losing share to Pleasure.
• Achievements considering the relatively low share of mind and share of
voice for scooters from Hero Honda.
• What about Just4Her???
The positioning is sound; it only needs
an enhanced communication strategy

12. Products have Rationale’s;
Brands have Emotionale’s
Emotionale is always based on consumer insight

13. Reason to believe
Benefits Deliverables
Insight
Competitive Environment
•Established Players
•9% Share for HH Pleasure in Yr 1
Target
•Independent, Free spirited Women
•Women need their own space
•They want their own identity
•They want to stand at par with men
Essence
•Style
•Comfort
•Easy ride
A woman’s true
Friend
•Legacy of Hero Honda
•Proven technology
•Established service
•Independence
•Effortless drive
•Fuel Economy
•Image
•Youthful ‘n Vibrant
•Expression of the woman
Brand Key
Values and personality

14. Brand Strategy
• Pleasure: Not just a scooter, it’s a lifestyle
• A woman’s identity
• Symbol of free spirit
• Prized possession
• A friend for a life
• A comprehensive communication to drive the strong product to grow at
20% YOY growth rate (same as market growth)
Enhance the Brand Communication to build the Brand in
the Mind, Heart and Soul of the audience

15. Girls want to have a sense of
belonging with almost every Brand
that they use.
Core Campaign Idea

16. Communication Strategy
– Enhance the image of Pleasure as most preferred scooter for women.
– Connect with the target group as a unique lifestyle and personality brand
– To be present at almost every touch point with our communication target
group
– To break the clutter and communicate the Brand message.
The Objective
The Goal
The Task
The Challenge

17. Creative Strategy
• Convey the positioning and enhance imagery
• Emotional as well as rational approach
• Stress of the Exclusive for Women factor
• Influence the influencers.
• Sense of belonging with the Brand Pleasure
• Carry the halo effect of the Hero Honda into the Scooter segment
“Its a Pleasure”; “Its my Pleasure; “Its Our Pleasure”

18. The most creative ideas are the
simplest.
Just some of our Simple ways

19. Beyond what Money can buy

23. Corporate Social Responsibility “To the society thee owe.”

24. Corporate Social Responsibility

25. No communication is useful if not
done with the right person
Media Plan

26. Media Habits
When I need
information the
first place I
look is the
internet
37%
I am a TV
addict
45%
I am a
regular
cinema
goer
27%
I find the
newspaper
supplemen
ts really
worth
reading
53%
I read a
newspaper
most days
60%
I listen to the
radio every
day
31%
Source: TGI 2007

27. Media Strategy
• Twin Approach
– Maintain
– Pulsating
Maintenance:
• Print
– 2 insertion /week
• 1 in Mainline
• 1 Regional Print
• TVC
– 5 Mainline Channel
• 3 General Entertainment Channel
• 1 Regional Satellite Channel
• DD channels
• Radio
– Radio Spots
• Outdoor
– Hoardings
• Activation
– Sales Promotion Activity

28. Media Strategy
Pulsating:
• Print
– 4 insertion /week
• 1 in Mainline
• 2 Regional Print
• 1 Magazine
• TVC
– All General Entertainment Channels
• Develop Special Content
• Leverage Cricket Telecast
• Radio
– Radio Spots
– Special Content
• Outdoor
– 3D hoardings
• Activation
– Just4Her Showroom Activities

29. Digital Space
• Website Banners ads: Impress with banner and direct to Pleasure Community
online.
• Community tie-up with Sunsilk Gang of Girls.
• User generated Content on Female Blogs
• Search engine Ads Google - Scooter/ Pleasure =Hero Honda Pleasure.
• Promote offers through SMS’s On Women day.
• SMS icons of Pleasure.
• Yahoo Female Avatars of Pleasure.
• MSN cool zones with Pleasure Branding.
• Develop ring tones for the Pleasure Signature Tune
• Pre email pop ups.
• Viral advertising of Pleasure

30. Experiential/ Trial Inducing
– Experience the “Pleasure of being a Girl” zones
– Special events for Women’s Day
– Career, Gossip and Discussion forums
– Workshops for Health, Beauty and Well being
– Moonlight Pleasure Trails
– Miss Pleasure contest
– Sponsorship in college festivals
Long-term Friendships are difficult to replace
Just4Her Showrooms
Ground Activation

31. All advertisement should be
measurable, else no one would pay to
be on air.
Campaign Evaluation Model

32. Brand Factor Tracks
Awareness/behaviour
• unaided & aided brand awareness
Evaluative measures
• brand health check pyramid
Descriptive measures
• category-related image attributes

33. Second Scooter
Umm… may be… may be not!

34. Early Days
• Pleasure is just a year old
• Establish Pleasure first
• Root Hero Honda in the scooter market
If a new scooter is desired…
• 2008-2009 can be a good time
• A family scooter on the Pleasure platform
A strong foundation builds a majestic empire

35. Thank You
“Its been a Pleasure”