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RunnersUp,BrandCommConclave2015
- 2. BACKGROUND RESEARCH CATEGORY UNDERSTANDING: 2 WHEELER SEGMENT IN INDIA • 2nd large manufacturer of 2 wheelers in the world • 2 wheelers accounted for 76.22% of overall vehicle manufacturing in the country • Overall growth of 4.3% Two Wheeler industry (as on Dec 2014) Hero MotoCorp : World's single largest two-wheeler motorcycle company
- 3. RECENT PERFORMANCE: Losingout to competition FALLING MARKET SHARE DIPPING SALES 55.4% (Dec-14) 56.1% (Dec-13) 4.7% Sales (number of units)
- 4. RECENT PERFORMANCE: Lowerprofits, growth PLUMMETING PROFIT MARGINS OVERALL NEGATIVE GROWTH 1.6% (in 2-Wheeler Segment growth rate)
- 5. Strength Legacy of beingWorld’s largest motorcycle manufacturer Indian brand: Hum mein hain Hero Extensive servicing/distribution network Weakness Decreasing profit margins Losing out to competitors: foreign brands Not being perceived as premium bike expert Opportunity Growing Premium market due to increase in disposable income Higher profit margins in Premium segment Threat Fierce competition in premium category Foreign brands coming with superior and advanced technology SWOT ANALYSIS
- 6. COMPETITION MAPPING Key competitors:Honda, Bajaj Premium segment : With a lot of new foreign brand entrants; Fierce competition from players such as Yamaha, Royal Enfield KTM, Suzuki, Kawasaki Moderate rivalry: A mix of foreign and Indian brands competing across categories of commuter bikes, sports and premium bikes
- 7. PERCEPTUAL MAPPING Hero Honda Yamaha Suzuki TVS KTM Bajaj Royal Enfield Motorbikescategory Sports/Perfor mance Old-hat Hero being perceived as not being technologically advanced and an expert only for commuter/city segment Based on primary research
- 8. MARKETING PROBLEM BRAND PROBLEM • Perception ofhaving lost an innovation focus and technical superiority after departure from Honda • Looked upon by consumers as a mid-segment bike manufacturer • Hero not perceived as sports and premium bike expert PROBLEM DEFINITION • Sliding market share in motorcycle segment • Hero losing sheen in premium segment with dipping sales figures every quarter Based on primary and secondary research
- 9. INSIGHT AND CULTURALCONTEXT The Indian Dream
- 10. Rise in individualism Highly demanding and harderto satisfy Gregarious social circles The global Indian Multi tasking mavericks – The doers Secret life – social life phenomenon Materialism + spiritualism Disintegrating social structures The New-age Indian
- 11. Individualism within collectivism INDIVIDUALISM: Independent andunique COLLECTIVISM: The Gregarious new-age Indian, My social circle/tribe (not necessarily family) The dichotomy of the new-age Indian identity
- 12. I Me My My Society “I’m an independent individualhaving my strong opinions and take my own stands” “I want to pursue my ambitions and dreams ” “I want to live on my own terms” “This is the society where I belong” “I want to be respected and find my desirable place in my the society” My tribe: A like-minded social circle/friends not necessarily family Iwanttobeme…Inmysociety
- 13. STRATEGY “How to powerthe Indian dream to become a reality?”
- 14. THE PAST Taking alook back for lessons and setting the background right
- 15. THE ICONIC PASTCAMPAIGNS DESH KI DHADKAN Hero Honda FILL IT, SHUT IT, FORGET IT Focusing on functional attributes: fuel efficiency, and economy Hero Honda HUM MEIN HAIN HERO Hero departing Honda Individual campaigns Splendor, Passion Karizma etc. ZIDD Pushing boundaries in all avenues of biking : design, engineering, riding Campaign timeline 2010
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- 17. HIGHLY DEMANDING CURRENTMARKET SCENARIO • Sliding market share due to tough competition from Bajaj and foreign players such as Yamaha, Honda etc. • Hero still dominant but losing grasp both in urban and rural markets • Current communication highlighting technological prowess and high-grade specifications/features in Hero bikes • Hero planning premium bike launches in 2015: Impulse, HX250R • Profitability focus: Premium bike/superbike category will prove to be a crucial segment for the future
- 18. CONSUMER NEED FULFILLMENT:MASLOW’S HIERARCHY
- 19. TARGET AUDIENCE DEMOGRAPHICS Age: 18-40yr old SEC A, B (Urban/semi-urban markets for premium bikes) Across metros, tier I, II cities and towns The college going student, the young middle class professional, first/second-jobbers Driving mid or premium-segment bikes PSYCHOGRAPHICS Wants to break free from conventions Doesn’t shun away from his Indian ethos Individualist yet gregarious A bike brand fits into his life as an extension of his self-expression and identity Passionate Dreamer A delicate balance between responsible and free-spirit Wears multiple hats: fun-loving, independent, family person, office life and personal endeavors form an equally important part of his lifestyle Desicool: A global Indian VALS Key Segments: Experiencers (Urban) Achievers ( Semi-urban)
- 20. OBJECTIVES Marketing objectives - Toincrease market share of Hero in premium motorcycle segment by 3% - To increase sales figures in key markets for premium bikes starting from Karizma Communication objectives - To establish Hero as an innovative, advanced, premium and sports bike expert within youth TG - To engage consumers and get them talk about Hero as a key player in the premium segment
- 21. CAMPAIGN OBJECTIVES • Toregain sliding market share from Bajaj and foreign brands (Honda, Yamaha, Suzuki) • To position Hero as a brand more closer to the personal identity of the evolving Indian. • To establish technical superiority and versatility in the wake of foreign brands • To aim at creating a perception of Hero as being the modern Indian at heart and at par with international standards • To differentiate Hero by not focusing only on the bike but the rider and how the bike is an extension of the new-found individuality and freedom of the consumer
- 22. BRAND PERSONALITY The campaignintends to take forward and further enhance the already established brand personality of Hero INDIAN AT HEART ADVANCED AND INNOVATIVE CONTEMPORARY TRENDY RAPIDLY EVOLVING PARTNER FOR PROGRESSIVE CHANGE VERSATILE : FAMILY, SPORTY, OFFICE AN EXTENSION OF NEW AGE INDIAN IDENTITY EXPERT A BALANCE BETWEEN RESPONSIBLE AND FREE-SPIRIT
- 23. व्यक्तित्वपहचान DESIRE SPEED POWER DESIRETHRILL AMBITION RIDE FUN ADVENTURE RESPONSIBILITY PERFORMANCE MILEAGE VALUE INDIAN रफ्िार दौड़ सपना पहचान व्यक्तित्व अभिलाषा मरज़ी िमन्ना क्षमिा ज़ोर शक्ति इरादा पसंद मरज़ी KEYWORDS AND PHRASES CAPTURING THE SPIRIT INDIVIDUALITY DREAMS FREEDOM IDENTITY SELF-EXPRESSION
- 24. Celebrates the spiritof the new-age Indian Key Messaging: The keys to unleash the in me एक नए हीऱो की पहचान OUR CAMPAIGN THEME
- 25. CAMPAIGN FOCUS The campaignwould focus on Hero premium/sports segment bikes CBZ Karizma Impulse
- 26. क् ंदग़ी केलंबे सफ़र पर हैं म़ोड़ बहुि मगर अपऩी शित पर िय करिे हैं हम ऊँ च़ी उड़ान बनािे हैं हम की पहचान ! BRAND SLOGAN In this journey, I have to discover not the destination but my true self The road might be long, but there’s no stopping me now The keys to unleash the in me!
- 27. MEDIA VEHICLES :TRADITIONAL TVCs: 2 part TVC- 30 s spots Hero moments: Car & Bike Show, Roadies, No way home, Fear factor IPL/ISL Hero of the Match: Awarded to best performer in semi-finals and finals. Victory lap on hero bike around stadium. RADIO: 2 phased out 15 s radio spots: HeroMotorcycleDiaries and Hero ki Pehchaan PRINT: Overlapping bike print ads in national/regional dailies, Ads in BikeIndia, Autocar, Topgear OOH : Hoardings and digital signages at prominent street locations in target markets ON-GROUND ACTIVATIONS Giant Hero superbike mall installations at 5 prominent malls providing bike ride simulations Events: IndiaBikeWeek, Weekender, Ragasthan
- 28. - Mobile ads -Mobile UI microsite - HeroMobileApp: Geo- targeted mobile services to connect Heroes club members on travel routes/group travel planners, bike servicing info, safety tips DIGITAL MEDIA INTEGRATION - Promoted posts - Targeted Facebook ads - Content bucketing MON, WED, FRI: Hero brand news/trivia, launch, contests, Biker stories TUE, SAT : Category content, Industry trends, Road safety tips, Bike Accessory info, THUR, SUN : #HeroMotorcycleDiaries (Engaging content) - Sponsored tweets: #HeroMotorcycleDiaries #HeroMoments - Twitter contests based on webisodic content - Amazing Heroes tweets Youtube ads : 30s, 2min BRANDED CONTENT HeroMotorcycleDiaries: A combination of biking travel adventure and social activism 2 editions: Celebrity, Bikers Audience engagement through contests and participations Other content streams
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- 32. CAMPAIGN PHASES Phase 1(Awake andProvoke) •TV, print, radio, youtube, mobile ads •Mall simulations, Events Phase 2 (Engage) •HeroMotorcycleDiaries – celeb edition •Twitter contests •Mobile app •TV shows, IPL/ISL Phase 3 (Inspire) •HeroMotorcycleDiaries – biker edition •HeroesClubActivities •User generated content streams •PR coverage of Motorcycle diaries and other Hero initiatives 2 months 3 months 2 months
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- 34. CUSTOMER EXPERIENCE JOURNEYACROSS MEDIA VEHICLES: CDJ-POES MATRIX CONSIDER EVALUATE BUY ENJOY ADVOCATE BOND PAID TVC Youtube ad IPL-ISL Hero of the Match properties Promoted tweets, Sponsored posts, Mall simulations Print/Radio ads, Events & on- ground activations, India Bike Week, Bike Expo, Sports Garage Digital ads, Banner interactive ads Activations Mobile- Geotargeting: Bike safety tips, travel planner guides Heroes Club- activities OWNED Website Hero Portal Youtube channel: #HeroMotorcycle Diaries Online reputation building Youtube channel: #HeroMotorcycle Diaries – Celeb edition #HeroMotorc ycle Diaries – Biker edition, Hero Mobile app Mobile microsite, Hero ki pehchaan story blogs Merchandising EARNED Fans, Likes, Shares, Retweets, Mentions Testimonials, WOM, Bike Reviews Shares, Mentions Servicing testimonial/st ories Motorcycle Diaries/Heroes Club-PR coverage User generated content streams- video, instagram SHARED Mobile apps, Category Information sharing service Video Stories, Virality User-generated content- blogs, video clips from MotorcycleDiaries Hero Mobile app, Tips & Knowledge sharing Auto expert tips, Know your Bike Twitter contests
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- 36. TVC STORYBOARD Treatment :Three parallel storylines, sharp edits, edgy music Story Angle 1: A young independent girl (Gul Panag) leaves from Chandigarh on her new Karizma driving confidently along the tortuous roads up the Himalayas, gives a lift to an old pahadi woman carrying woods, moves ahead and reaches Spiti valley Story Angle 2: A young sports boxing biker leaves on Hero Impulse wearing full sports gear, cruising along the beautiful roads, negotiating sharp turns, applies brakes to save a crossing animal’s life, crosses filling stations to reach Spiti valley Story Angle 3: An office-working young guy gives a presentation, leaves office on his CBZ extreme, after changing into biker gear, helps a school van stuck In mud en route Spiti valley The three friends meet at Spiti Valley and chat with each other next to bon fire with the three bikes parked adjacently Culminates with brand slogan and timeline V.O.
- 37. # MotorcycleDiaries The Journeybegins! BRANDED CONTENT PROPERTY
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- 41. Find the herowithin yourself!
- 42. TEAM CARICULTURES Team members: A.Divya| Rahul Kaul MBA-BC 2nd year