The media plan proposes a 360-degree campaign to promote the Mahindra Flyte scooter. It will target female commuters aged 16-24 in tier 1 and 2 cities through print, television, outdoor and digital media. The campaign called "Ink Your Flyte" will allow customers to customize their scooters and will be promoted through regional TV channels, newspapers, Facebook, and a YouTube video. The total budget for the 5-month campaign is Rs. 1,21,00,000.

1. Mahindra Flyte
Media Plan
Submitted by
Team Name: Mavericks
Team Members:
Maithili Kapileshwarkar
Sandhya P
Shreya Suresh
Sneha Ann Cecil

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. • 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. 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. 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. • 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. • 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. 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. Thank You!