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SUMMER INTERNSHIP PROJECT REPORT
ON
“Volvo in India and strategies/Planning and Strategy for new
Business Acquisitions at GREY”
SUBMITTED TO
ASIA-PACIFIC INSTITUTE OF MANAGEMENT
NEW DELHI
IN PARTIAL FULLFILMENT OF THE REQUIREMENTS
FOR THE AWARD OF
POST GRADUATE DIPLOMA IN MANAGEMENT
UNDER THE GUIDANCE OF
PROF. SANJAY SINGH
SUBMITTED BY:
JACKSON JOSE
2K15MKT005
PGDM BATCH 2015-2017
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CERTIFICATE
This is to certify that MR. JACKSON JOSE, Roll number 2K15MKT005, a student of
PGDM in Asia-Pacific Institute of Management, New Delhi, has carried out the Summer
Internship Project work presented in this report titled ―Volvo in India and
strategies/Planning and Strategy for new Business Acquisitions at
GREY‖ for the award of Post Graduate Diploma in Management for the Academic Batch
2015-2017, under my guidance.
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DECLARATION
I, Jackson Jose, hereby declare that the project work entitled ―Volvo in India and
strategies/Planning and Strategy for new Business Acquisitions at GREY‖ submitted
towards partial fulfillment of the requirements for the award of Post Graduate Diploma in
Management is my original work and the dissertation has not formed the basis for award of
any degree, associate ship, fellowship or any similar title to the best of my knowledge.
Place:
Date:
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ACKNOWLEDGEMENT
I would like to express my profound gratitude to all those who have been instrumental in the
preparation of my project report. To start with, I would like to thank Grey Group, India
providing me the chance to undertake this internship study and allowing me to explore the
area of Marketing which was quite new to me and which came out to be very beneficial for
my future assignments, studies and career ahead.
I wish to place on records, my deep sense of gratitude and sincere appreciation to my
company guide and mentors, Mr. Bikram Bindra, Vice President & Strategic Planning Head
GREY group INDIA and Mr. Sachin Bharadwaj, Account Manager, GREY Group INDIA.
Who suggested and prepared the frame work of the project. I would also like to thank them
for their continuous support, advice and encouragement, without which this report could
never have been completed.
I am deeply grateful, to my faculty guide Prof. Sanjay Singh for his invaluable suggestions,
comments, feedback, guidance and support throughout the course of work. It is only his
cognizant efforts that my endeavors have seen light of the day.
Jackson Jose (2K15MKT005)
Asia-Pacific Institute of Management
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PREFACE
Getting your vision and ideas getting executed into a television commercial or a print
advertisement which will be seen by lakhs of people is a feeling which most of us just wish
for and that can only happen if you are in an advertising agency. Getting to know more about
the functions of an agency cannot be just read, it has to be experienced in a real agency
environment. In India, there is one of best advertising agencies in the world today.
With outlook of the importance of this practical aspects of business and marketing
management Asia-Pacific Institute of Management has subscribed for ―INDUSTRIAL
TRAINING‖ as a part of syllabus of PGDM, whereby the students have to take initiative
training in the field of marketing in a company and have to apply theoretical aspects of
marketing which they have learned, in real corporate world.
I am glad, or rather blessed to get a chance to work with a very well-known and reputed
adverting agency Grey Group India for a period of 11 weeks in client servicing and planning
& strategy departments
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Executive Summary
This project consists of various elements in an advertising agency. I got an opportunity to
work with Grey Group India for 10 weeks and to work in their client servicing and planning
& strategy departments under some very experienced and very superior mentors from the
industry. I got to know everything about an advertising agency and its very functions,
although client servicing and planning was more intriguing and thus ended up working for
them. In servicing, I got to work with major brands such as Volvo, Sensodyne, and VLCC.
Volvo was the account I worked for the most, it included secondary research for Volvo,
recommending strategy for new markets including India, Volvo‘s competitor analysis i.e.
BMW, Audi and Mercedes Benz. Volvo was looking for ideas for launching their new car in
Oct- Nov 2016 and this included research on latest tech and innovation available under
budget and hence gave some inputs for the same.
Collecting artworks from the studio and managing the clients need sounded simple, but ended
up being a hectic task. Volvo and Sensodyne consisted of various artworks and its collection
was at top priority most of the time.
Writing briefs is considered to be an integral part of client servicing and I had various
opportunity to learn and write a few for Volvo and VLCC.
Planning and strategy is the brain behind all the advertisement you see, it includes various
tasks such as research, some more research and a whole lot of research (Secondary and
Primary), creating the shift idea and briefing the creative team about the vision and idea
behind the thought. In Grey, it was mostly working for new business acquisitions also known
as pitching. This was the most challenging and the most useful part of my internship, the
work included primary research (conducting interviews and recording the same), secondary
research and idea generation/proposing various strategies for the same. There were several
pitches during my tenure which I‘ve worked for including BJP, PCRA, Weber, Opera and
Apollo Munich Health Insurance.
It came out to be an eye opener and a great experience. This training gave me the importance
of all the marketing concepts and its applications.
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Content
1. ABOUT THE ORGANISATION
History ………..10
Philosophy ………..11
Ranking ………..12
Services Provided ………..13
Client List ………..14
Departments ………..16
2. CLIENT SERVICING
Sensodyne ………..21
Specifix (VLCC) ………..22
Volvo
Background ..……...25
SWOT ………..32
PEST ………..33
Ansoff ....……..34
Ideas ...………39
Competitor analysis
BMW ………..46
AUDI ………..52
Mercedes Benz ………..58
3. PLANNING AND STRATEGY
The Pitch Process ……..…66
BJP ………...71
PCRA ………...72
OPERA ………...75
MYLES ………...76
Weber Grills
Introduction …………79
Strategy ………….81
Social Listening ………….82
Apollo Munich Health Insurance
Introduction ………….88
The Shift …………..91
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About The Organization
Grey Group is a global advertising and marketing agency with headquarters in New York
City, and 432 offices in 96 countries, operating in 154 cities — organized into four
geographical units: North America; Europe, Middle East & Africa, Asia-Pacific and Latin
America.
As a unit of communications conglomerate WPP Group, Grey Global Group operates
branded independent business units in many communications disciplines
including: advertising, direct marketing, public relations, public affairs, brand
development, customer relationship management, sales promotion, interactive marketing —
through its subsidiaries: Grey, G2, GHG, GCI Group, MediaCom Worldwide, Alliance, G
WHIZ, and WING.
Grey Group‘s international clients include: Procter &
Gamble, GlaxoSmithKline, Nokia, British American Tobacco, Diageo, Volvo,
Volkswagen, Novartis, Wyeth, Canon, DirecTV, and 3M.
The company has won: 10 Cannes Lions; beside the Addy, Clio and one Emmy Award. Grey
Group's European network, Grey EMEA, won 26 Euro EFFIE awards, and is the five-time
Euro EFFIE Agency Network of the Year, in four consecutive years of 2005–2008 and again
in 2012.
In 2010, Grey was listed on Fast Company's "50 Most Innovative Companies". In 2010, it
was added to Advertising Age's "Agency A-List". In 2006, Grey was awarded 12 "Spots of
the Week" by Ad Age, which placed it second-highest overall.
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GREY group India is a part of GREY group, which ranks
among the world‘s top advertising and marketing
organizations. With innovation at our core, we aim to
create the most compelling brand experiences across platforms and help build meaningful
consumer connections. We steer ‗Famously Effective‘ work for some of India‘s most
prestigious clients.
HISTORY
Trikaya, an India-based advertising agency, was founded in 1977 by Ravi Gupta with just
four employees. It tied up with Grey International in 1988. The agency was then called
Trikaya Grey and was apparently one of the top agencies of India in the early ‘90s. Some of
the widely acclaimed creative campaigns of Trikaya Grey are Thumbs Up, Mauritius
Tourism, Arvind Mills, Gujarat Ambuja, Ruff and Tuff jeans & Dunlop Spectrawide. The
agency, under the late Ravi Gupta‘s leadership, introduced advertising for new product
categories like moulded luggage (Aristocrat) and fire extinguishers (Ceasefire).
In 2001, Grey brought a majority stake in the company and from then on the agency is called
Grey India. At that time Nirvik Singh, the then MD of Grey Worldwide (India) led not only
the agency, but also the transition process. During his tenure, Grey India‘s campaigns include
India Shining, Incredible India, Orbit White and Ambuja Cement.
WPP plc is the parent company of the Grey Global Group, a global advertising and marketing
agency under which Grey India falls. The Grey Global Group‘s integrated communications
offering includes advertising, direct marketing, public relations, public affairs, brand
development, customer relationship management, sales promotion and interactive marketing.
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THE PHILISOPHY
Grey India has adopted the ‗Famously Effective‘ tagline of Grey Global Group. They believe
that their agency is a combination of both ‗famous‘ and ‗effective‘ and this reflected from the
campaigns that they create. ―There is no point doing great work if it isn‘t effective and if your
client is not laughing his way to the bank‖ says a video on the agency‘s website, explaining
its philosophy.
This reflects its record of creating effective award-winning advertising. Its strategic focus
uses the term ‗Long Ideas‘ (as opposed to ‗Big Ideas‘) to emphasize the longevity of their
branding and client relationships.
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RANKING
Agency Reckoner 2015-2016: The top 20 creative agencies
Presenting the agencies with the most creative clout
From 60-second telly ads to YouTube-first long films, they've mastered it all. Here are the
agencies with the most creative clout in the country.
Grey is ranked 15th
in the top 20 best agencies in India.
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SERVICES PROVIDED
ADVERTISING
GREY is a full-service advertising agency with expertise in all marketing disciplines.
Because we believe that great work is something conceived, nurtured, produced and
evaluated together, we house all of our disciplines and specialty experts under one roof. We
don‘t wait for our clients to tell us what services they want; we work together as a team to
determine what they need. Call it integration, collaboration or teamwork – we simply call it
the everyday practice of doing what‘s right.
DIGITAL
GREY Digital is a full-fledged Digital Agency with over 90 specialists across Planning,
Creative, Account Management, Technology, Social Media and UX in Mumbai, Bangalore
and Delhi, offering digital solutions across the board. Given the perpetual beta state of the
digital landscape, we operate with the guiding principle of ‗Organized Chaos‘ to deliver on
the promise of Famously Effective work for all our clients.
ACTIVATION
GREY group‘s Activation or Experiential Marketing team specializes in Famously Effective
brand solutions, entertainment and event marketing services. We create flawlessly integrated
work using technology-led interactions, multimedia formats and physical marketing, as well
as branded content management services and consulting. Our Activation experts offer
powerful technology solutions using the latest immersive gadgets, multimedia display and
applications used for various brand interaction. The experiences that we create bring brands
to life with continuous consumer interaction. Our focus is to think, create and execute the
most effective and innovative experiential marketing programs in the world.
RETAIL
We create spatial experiences that are carefully designed with an intuitive and informed
understanding of shopper behavior, as well as the spatial and sensory cues which influence
choice. Our team consists of inspired young professionals from various design backgrounds.
This multidisciplinary approach to our work helps us provide holistic innovative solutions
that are relevant to the brand. Our team, which is based in Mumbai, is equipped to handle
projects in areas such as Retail Identity and Environment Design, Point of Purchase &
Fixture Design, Visual Merchandising, Exhibit Design and Way finding Systems.
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DEPARTMENTS
Now, let's take a look at the breakdown of those six major departments. Remember, although
many agencies have different takes on these, the premise is the same.
1. Account Services/Client Servicing
The account service department comprises account executives, account managers and
account directors, and is responsible for liaising with the agency's many clients. This
department is the link between the many departments within the agency, and the clients who
pay the bills. In the past they were referred to as "the suits," and there have been many battles
between the account services department and the creative department. But as most creatives
know, a good account services team is essential to a good advertising campaign. A solid
creative brief is one of the main duties of account services.
2. Account Planning and strategies
This department combines research with strategic thinking. Often a mix of researchers and
account managers, the account planning department provides consumer insights, strategic
direction, research, focus groups and assists helps keep advertising campaigns on target and
on brand. Chris Cowpe described account planning as "…the discipline that brings the
consumer into the process of developing advertising. To be truly effective, advertising must
be both distinctive and relevant, and planning helps on both counts."
3. Creative
This is the engine of any advertising agency. It's the lifeblood of the business, because the
creative department is responsible for the product. And an ad agency is only as good as the
ads the creative department puts out. The roles within the creative department are many and
varied, and usually include:
Copywriters
Art Directors
Designers
Production Artists
Web Designers
Associate Creative Directors
Creative Director(s)
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In many agencies, copywriters and art directors are paired up, working as teams. They will
also bring in the talents of other designers and production artists as and when the job requires
it. Sometimes, traffic is handled by a position within the creative department, although that is
usually part of the production department. Everyone within creative services reports to
the Creative Director. It is his or her role to steer the creative product, making sure it is on
brand, on brief and on time.
4. Finance & Accounts
Money. At the end of the day, that's what ad agencies want. And it's what their clients want,
too. At the center of all the money coming into, and going out of, the agency is the finance
and accounts department. This department is responsible for handling payment of salaries,
benefits, vendor costs, travel, day-to-day business costs and everything else you'd expect
from doing business. It's been said that approximately 70% of an ad agency's income pays
salary and benefits to employees. However, this figure varies depending on the size and
success of the agency in question.
5. Media Buying
It is the function of the media buying department to procure the advertising time and/or space
required for a successful advertising campaign. This includes TV and radio time, outdoor
(billboards, posters, guerrilla), magazine and newspaper insertions, internet banners and
takeovers, and, well, anywhere else an ad can be placed for a fee. This usually involves close
collaboration with the creative department who came up with the initial ideas, as well as the
client and the kind of exposure they want. This department is usually steered by a media
director.
6. Production
Ideas are just ideas until they're made real. This is the job of the production department.
During the creative process, the production department will be consulted to talk about the
feasibility of executing certain ideas. Once the ad is sold to the client, the creative and
account teams will collaborate with production to get the campaign produced on budget. This
can be anything from getting original photography or illustration produced, working with
printers, hiring typographers and TV directors, and a myriad of other disciplines needed to
get an ad campaign published. Production also works closely with the media department, who
will supply the specs and deadlines for the jobs.
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Account Services/Client Servicing
The account service department comprises account executives, account managers and
account directors, and is responsible for liaising with the agency's many clients. This
department is the link between the many departments within the agency, and the clients who
pay the bills. In the past they were referred to as "the suits," and there have been many battles
between the account services department and the creative department. But as most creatives
know, a good account services team is essential to a good advertising campaign. A solid
creative brief is one of the main duties of account services.
I started my internship with client servicing for the first month, in which I got a chance to
work on
Sensodyne
Specifix (VLCC product)
VOLVO
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SENSODYNE
For those suffering from tooth sensitivity, choosing between a whitening toothpaste and
the one that helps relieve their sensitivity becomes a difficult choice. Usually, they are
left with no choice but to compromise one for the other.
With the launch of Sensodyne Whitening, GSK aims to offer the dual benefit of
sensitivity relief along with restoring natural whiteness of their teeth to the discerning
Indian consumer.
The largest selling variant of Sensodyne globally, Sensodyne Whitening will play an
important role in expanding GSK‘s footprint in the Indian oral care industry. Shot in
London, in three different languages, each TVC features an actual consumer and is a
genuine, unscripted account of their experience with the brand.
The work included transcripts of various interviews, getting the artwork finalized from the
studio department of the agency.
.
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SPECIFIX
It is a new range of high end beauty products by VLCC. I worked on various
briefs and wrote few copies for the brand book. Samples are here as follows:
Copies for Specifix brand book
SPECIFIX Facial kits
Specefix brings to you a variety of facial kits to cater precise skin needs just for you. Our
research has helped us design and develop the new era of facial kits for our ever-glowing
customers. Our new and innovative range of products is all in to add on the charm and glow,
which you are looking for. In the likes of whitening, purifying, lightening, nourishing,
brightening, revitalizing your skin, we‘ve got it all.
SPECIFIX Essential treatment
Specifix brings to you the answer to all your worries with our highly developed treatment
kits. Our long time research and development has worked wonders and have brought you the
ultimate key to unlock your daily problems and unleash you to your full potential. In the
likes of acne control, skin lifting, nail strengthening, dandruff control, hair straightening,
basically we‘ve got it all.
SPECIFIX Bleaches
Specifix bring to you the best of bleach, which not just match the skin tone but also deep
cleanses the skin of all impurities. Our whitening, gold and hydrating range of bleaches are
enough for you to cleanse and revitalize, it includes unique mixture of natural ingredients
infused with latest technology to bring the best, just for you.
SPECIFIX Eco packs
Specifix brings to you the best of nature and the right technology to get the best of the nature
for your daily nourishing and beauty needs. In the likes of massage oils, body cleanser,
polishing scrub, body mask, all infused with the goodness of nature and technology.
SPECIFIX Spa
Specifix has a special Spa kit to relax your weekends and get you energized for the following
days to come. These ultra-modern spas are specially designed with nature and technology to
hydrate, clarify, and distress your body to get you charged again.
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Creative brief
Client: SPECIFIX
Project description: Launch of new brand by VLCC named as ‗SPECIFIX‘
Background
SPECIFIX is made up using the best of science and with the love of nature. This philosophy
of combining these in SPECIFIX products make it a highly effective beauty solution.
Objective
To create a new logo for SPECIFIX, this will communicate as a mark of the SPECIFIX‘
promise and brand essence i.e ‗love of nature‘ and ‗best of science‘. This logo will be a
critical part of every SPECIFIX product.
Sample deliverables
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I worked for Volvo for most of the time in client servicing. The work
included artworks collection and secondary research for Volvo cars
and its competitors in India.
BACKGROUND
Parent Company: Geely
Type: Publicly traded
Industry: Automobile
Founded in 1927
Headquarters: Gothenburg, Sweden
Area served: Worldwide, 120 countries
Network: 2400 dealers: 1500 in Europe and 400 in the USA
Manufacturing Plant: Goteborg (Sweden) & Ghent (Belgium)
Chairman: Carl-Henric Svanberg
CEO: Olof Persson
Number of employees (2011): 98, 162 / 20,000 (2008) Many based in Sweden
Competitors: Volkswagen‘s Audi, General Motor‘s Saab, Toyota‘s Lexus, Mercedes-benz,
BMW
Target Group: Young business executive with a comfortable income and a taste for safety.
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MISSION
“Create the safest, most exciting car experience for modern
families”.
• Create shareholder value by optimizing the cost of capital in the Volvo Group.
• Limit the impact, but also take advantage, of macroeconomic developments under stipulated
risk mandates.
• Provide the Volvo Group companies with treasury and cash management related services.
VISION
“To be the world’s most desired and successful premium car brand”
To be a world-class provider of treasury services, valued as the natural and integrated
business partner to the Volvo Group companies. Volvo also aims at being the World Leader
in sustainable transports solutions.
• creating value for customers in selected segments
• pioneering products and services for the transport and infrastructure industries
• driving quality, safety and environmental care (Values)
• working with energy, passion and respect for the individual.
WANTED POSITION 2020
• The most profitable in our industry
• Customers‘ closest business partners
• Captured profitable growth opportunities
• Proven innovators of energy-efficient transport solutions = Global team of high performing
people
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VOLVO’S CORPORATE VALUES
Quality as a core value
“Focus on the customers' needs”
Quality is an expression of our goal to offer reliable products and
services. In all aspects of our operations, from product development and production, to
delivery and customer support, the focus shall be on customers' needs and expectations.
“Our goal is to exceed their expectations”
With a customer focus based on everyone's commitment and participation, combined with a
process culture, our aim is to be number one in customer satisfaction. This is based on a
culture in which all employees are responsive and aware of what must be accomplished to be
the best business partner.
Safety as a core value
“Safety is part of our soul”
Safety has been our guiding star since 1927. The Volvo founders stated that ―Safety is and
must be the basic principle in all design work‖.
‖Our vision: Zero accidents” We have worked diligently for more than 80 years to
develop increasingly better protection for people in the case of an accident.
Our Accident Research Teams have given us good insight into the causes of accidents and
injuries — and what can be done to prevent them. Our products are built to minimize the
consequences of accidents. In recent years we have also launched intelligent safety systems
with the potential to prevent accidents from happening in the first place.
Our ultimate goal is zero accidents with Volvo Group products. This vision of zero accidents
guides our product development. We are committed to work hard to prevent accidents, but we
are also aware of the fact that most accidents involve factors that are out of our control.
Therefore, the Volvo Group cooperates with users, authorities, scientists and other actors in
society who want to create a safer world.
Safety innovations: A series of pioneering safety innovations has made Volvo a
world leader in automotive safety over the years. It is our firm ambition to maintain
this position.
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The new Volvo FH series: “The world‘s safest Volvo.‖
The new cab is Volvo‘s strongest so far. And the world‘s toughest
crash tests show that drivers have a good chance of survival in an 50
mph crash with a stationary object
Environmental care as a core value
We all depend on transports
Smoothly functioning transportation is one of the cornerstones of modern society. The
distribution of daily supplies to people in cities, the trade between companies and the
personal mobility are all examples of how dependent we are on transports.
Core value Environmental care is a Volvo Group core value. Already in the mission
statement, we state: " we use our expertise to create transport-related hard and soft products
of superior quality, safety and environmental care".
Volvo has a responsibility
As one of the world's biggest manufacturers of heavy commercial vehicles, Volvo bears a
clear responsibility for reducing the environmental impact of its products. However, a long
history of proactive environmental programs has also provided us with an opportunity of
strengthening both our own and our customers' competitiveness, while contributing to
positive societal development.
Taking the lead to reduce climate impact
The Volvo Group is the first heavy duty vehicle manufacturer to develop seven different
demonstration trucks that can all be driven without any emissions of climate-impacting
carbon dioxide.
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SWOT ANALYSIS
Weaknesses to strengths & Threat to Opportunities
Urbanization/ demographic changes
Climate change / environmentally friendly, recyclable
Increase cars numbers and accident rate = Security and safety, technology systems
Government tax initiative (eco-friendly prices reduction)
Strengths
Good heritage
Established brand Trust
Environmentally friendly
High safety standards
Highly involved in Research
Offer high quality Customization
Interactive brand
Excellent service
Weaknesses
Identity crisis/ confusion
High Price /economy state
Small share
Strict and definite position
Opportunities
New market expansion
Long term impact environment
(awareness)
Fuel concern (decrease consumer
cost)
Threats
Competition big international
Price of oil, fluctuation
New technologies available
Demographic changes
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PEST ANALYSIS
Political
Growing environmental concerns are forcing governments
around the world to introduce harsher regulations for the automotive industry. These
include strict regulations on carbon emissions, increased taxes for cars with higher
carbon dioxide emissions, and new safety regulations.
Maki in India schemes
100% Foreign Direct investment (FDI) is allowed under the automatic route in the
auto sector, subject to all the applicable regulations and laws.
Economic
Increase in the count of millionaires in India
Fuel prices are on the rise in India.
India is on the rise to become world's largest economy.
Indian automobile market is estimated to become the third largest in the world by
2016 and will account for more than 5% of global vehicle sales.
Socio – cultural
Smaller families and childless couples are becoming more and more common.
"Many cars on the road today are used by singe occupants, commuting to work"
('Volvo Case Study, n.d.)
People are becoming more conscious of their environmental impact and they are
becoming more eco- friendly.
Technological
More eco-friendly technologies are introduced at an increasing rate.
Shared technologies can provide substantial benefits.
Focus is placed on improving energy efficiency and health-related technologies.
Availability of new materials and recycled materials for production can provide many
possibilities.
Scope of infrastructure development in India.
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ANSOFF MATRIX
DIVERSIFICATION
Opportunity in Asia (growing economy)
Increase in environmental concern (new products)
Social changes especially in Asia, less kids (new products)
MARKET DEVELOPMENT
Indian traditional adaptation
Adaptive communication
Social changes
Tax inventive
Promote safety through road car accident concern
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COMPETITORS
Market share of Volvo and its competition in India
2014-15 (in
units)
Volvo Mercedes BMW AUDI
Sales 1202 10201 6812 10851
Market share 4.13% 35.09% 23.43% 37.33%
Market share = sales per brand / total sales of the luxury industry * 100
Volvo is planning to expand this market share by 10% by 2020
2015-16 (in units) Volvo Mercedes BMW AUDI
Sales 1423 13558 6812 11192
Market share 4.31% 41.1% 20.65% 33.9%
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SEDAN Segment
Cars Price
Volvo S60 30 - 43 lakhs
A4/A3/A6 35 – 40 lakhs
C class 38 – 44 lakhs
3 series 35 – 41 lakhs
Cars Price
Volvo v40/v40 cc 25-28 lakhs
BMW 1 series 29.90 lakhs
A class/ B class 26-28/28.31-28.67 lakhs
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Key features to market for Volvo in India
• Gear shifting peddles – it‘s a unique feature which most cars
don‘t have in India.
• Exquisite safety features- as we already have a pre conceived notion about India
regarding the numerous road accidents, not just for the person inside but outside as
well. Volvo has taken this unique step to make it safer and better, which sets them
apart.
1. Sensus
2. 360 degree camera
• Voice activated system
• Premium leather apparels and choices for thr car
• Price- as compared to its competitors, Volvo has an edge over others with these
features
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IDEAS
Volvo was on the verge of launching S90 and they needed some ideas
for launch event. Their existing model also needed some on ground
activity; I suggested some ideas after a lot of research.
S90 (Launch ideas)
Volvo's brand message constitutes the message that it is
'designed around you'
For the S90 launch we can hire designers from all over India who can really capture the
essence of the states they are from and the whole country in whole or we can also capture the
mindset of our target audience like if they like speed, or just comfort etc
These artists/designers will design the exterior of the car with their graffiti design or any
other.
The idea will be to design 4 cars with that theme and design as an artist‘s work and one
original S90.
ADD ONS:
Experience booth: there will be experience booth all around the launch arena which will
consist of
A. The actual seats of S90
B. Oculus rift which will help them in experiencing the car features
3D mapping technology
90 reason to love
90 reason to live
90 reason to desire
90 reason to be safe
These 90 reasons can be flashed on the cover of the S90 before revealing with dynamic
designs to add on. Hence, revealing the car at the end.
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XC60 (on ground activity)
With SUV XC60 people should relate to adventure and thrill
Hence, we‘ll design a special drift car with an expert drifter racer.
We'll take on the roads, with different locations and tracks and let people actually experience
the adventurous side of the XC60 and it will also let them to experience the safety feature.
We can either invite our potential customers or setting up tracks at a particular place where
there might be our potential customer.
V40/V40 CC
A typical car race challenge, but
on video games/actual steering set.(actual V40 seats and dashboard)
We will have a race competition all over India and can have the finals and semis separate
We'll have these sets set up across different malls all over India and will call out all the
potential buyers and race enthusiasts either using print or social media or actual invitation.
The selected participants will head to finale and the winner can actually get a V40.
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CREATIVE BRIEF
New showroom launch was about to held in Vijaywada, Andhra
Pradesh. The creative team was supposed to be briefed on the expected
deliverables and other details.
Project description: Launch of new VOLVO showroom in Vijaywada
Background
Volvo Car Group is a Swedish car producer of premium range of cars that includes sedans,
wagons, sports wagons, cross country cars and SUVs. It entered the Indian market in 2008
with stiff competition from BMW, Mercedes and Audi.
Currently Volvo has 16 dealers located across India. Car models on sale include the S60,
XC60, XC90 SUV and V40 Cross Country. These car models are imported from Volvo's
Gothenburg factory in Sweden. Volvo sold 1,423 cars in 2015, a substantial increase from
1,202 cars sold in 2014.
Target audience
Our primary audience is the elite class of Vijaywada who live in their villas and would like to
have everything expensive. They are very conscious about the Quality and the brand they
consume. All they long for is the status in the society.
Objective
The primary objective of the new showroom is to increase the sales and also to get a wider
grip in India with effective awareness about VOLVO cars in India
The primary objective of the new ad/hoarding/invite is to make the people of Vijaywada
aware about the entry of the new league of luxury in their city to penetrate them to own and
feel this new league of luxury.
Proposition
Volvo is a luxury brand that is concerned about the safety and comfort of the people. ‗Make
way for a new league of luxury‘.
Deliverables
Volvo is opening its showroom in Vijaywada on 16/17 May 2016.
So we need to prepare
1. An invitation for all potential customers and people from elite stature in the city.
2. Launch ad for informing the rest of India about the its opening and availability
3. Hoardings: for dealers to spread the message across the state.
46. 46
BMW
Tagline/ Slogan: Ultimate Driving machine; Sheer Driving Pleasure
USP: Technologically advanced and luxurious product portfolio delivering ultimate driving
experience
Target Group: Targeted towards professionals and rich families
Positioning: Positioned as eco-friendly and technologically advanced company which
inculcates innovation in the products to provide an exhilarating driving experience
Product Portfolio: BMW 3 Series, BMW 5 Series, BMW 7 Series, BMW X1, BMW
X3, BMW X5, BMW X6
Presently, the BMW 1 Series, the BMW 3 Series, the BMW 3 Series Gran Turismo, the
BMW 5 Series, the BMW 7 Series, the BMW X1, the BMW X3 and the BMW X5 are locally
produced at BMW Plant Chennai.
47. 47
SWOT
Strengths
Constant Product Innovations and technological advancements
Diversified portfolio including SUVs and Luxury Sedans as well as sports car
Most of the cars are equipped with iDrive, an in-car infotainment system, which
connects all the inner functionalities and capabilities
Great Styling and elegant interiors
One of the oldest car manufacturers and have strong market presence and legacy
Diversification in business through brands like Mini Excellent advertising and top of
the mind luxury brand, also involved in motorsport and sponsorship of global events
Weaknesses
Strong competition from other luxury manufacturers means constant fight for market
share
Being a popular brand, minor controversies are blown out of proportion which affects
the image
Opportunities
Expanding automobile market and available space for competitors
Increasing the offered product portfolio along with diversification
The reputation and brand identity earned by so many years of existence, can be
leveraged to acquire new customers
More inclination of affluent customers to purchase international brand
Augmenting the distribution and service network in various countries
Threats
Increasing fuel costs
Competition from other big automobile giants
Competitive products offering same level features at a lesser price
Product innovations and frugal engineering by competitors
49. 49
Price
Premium pricing
Launched x1 at 22 lakh for indian
customers
Revised pricing for all the made in
india models (series 1,3,5 and 7)
Place
Manufacturing facility in chennai and
spare parts center in mumbai
Directly appoints showroom in the
most premium parts of the country
And spare parts store strategically
assigned
Dealers and showrooms get good
margin
Product
High engineered products
Extended product line
After sale service at its best
Promotion
Print
Classy and sleek Tvcs
Ooh
Online
Brand perception ( survey by forbes:
60% of the brand: 40% of the product )
Sachin tendulkar as brand ambassador
50. 50
Some BMW Print advertisements in competition to our work with Volvo
52. 52
AUDI
Tagline/ Slogan: Advancement through technology; Progress through technology
USP: Wide range of luxurious and comfortable cars delivering excellent engine performance
Target Group: Targeted towards professionals and executives as well as rich families
Positioning: Positioned as a company which continuously progresses by using innovative
technology and provides superior luxury and better driving experience
1. Audi A1 2. Audi A3
3. Audi A4 4. Audi A5
5. Audi A6 6. Audi A7
7. Audi A8 8. Audi Q3
9. Audi Q5 10. Audi Q7
11. Audi R8 12. Audi TT
53. 53
SWOT
Strengths
Available in both petrol and diesel variants with a huge product
portfolio
Equipped with superior features like parking sensors, LED illuminated interiors, Air
bags, traction control and much more
Elegant styling of both interiors & exteriors
Latest technology like Quattro and FSI provide refined and efficient engine
performance
Well established brand which helps in the brand recall
The brand has actively been involved in motorsport and sponsorship of many sporting
and premium events
Weaknesses
High maintenance & handling cost
Limited presence in emerging markets where some other brands have taken over the
market
Opportunities:
Expanding automobile market and available space
Opportunity to leverage brand recall and acquire newer customers
Expansion of product portfolio by entering into low cost cars
Increasing manufacturing capability to meet increasing demand generated through
advertising
Threats
Increasing fuel costs
Competition from other big automobile giants
Product innovations and frugal engineering by competitors
Limitations due to government policies in entering foreign markets
Volkswagon emission fiasco
54. 54
Products and price range available in India
On road Prices in Delhi ( in lakhs )
On road Prices in Delhi ( in lakhs )
Q3 Q5 Q7
35.44- 45.85 58.57 – 73.13 84.68 – 89.87
RS 6 RS 7 RS 5 R 8 S5
135 130 123 192-247 72.96
55. 55
Price
• Skimming pricing
strategy
• Repayment
options
• Audi finance-
innovative financing
options
Place
• Production plant in
india in 2007
• 28 dealerships in 11
cities in posh area with
wide showcase of cars
• Audi garage available
for premium care
• Margins given to
dealers are high
Product
• Wide range
• Luxury sports cars
Promotion
• Tvcs
• Print
• Social media
• Sports team tie ups
• Launching by
celebrities
• Promotion in video
games
58. 58
Mercedes Benz
Tagline/ Slogan: The best or nothing
USP: Global top-of-the-mind premium automobile brand
Target group: Business professional form the higher income group
Positioning: Mercedes Benz is the best premium car in the world
Product portfolio:
1. Mercedes Benz C Class
2. Mercedes Benz E Class
3. Mercedes Benz GL Class
4. Mercedes Benz M Class
5. Mercedes Benz S Class
6. Mercedes Benz SL Class
7. Mercedes Benz SLK Class
59. 59
SWOT
Strengths
Mercedes Benz has a strong brand value and global
leader in premium cars
2. Lack of capital constraints
3. Leader in innovation i.e. 1st to introduce diesel engines, fuel injection and anti
locking brakes
4. More than $12bn allocated for R&D
5. Strong presence in motor sport under McLaren Mercedes
6. Manufactured and assembled in over 20 countries across the world
7. Mercedes holds patents on the majority of safety features
Weaknesses
1. High maintenance cost of Mercedes Benz cars
Opportunities
1. Developing hybrid cars and fuel efficient cars for the future
2. Tapping emerging markets across the world and building a global brand
3. Fast growing luxury automobile market & increased income
Threats
1. Government policies for the automobile sector across the world
2. Ever increasing fuel prices
3. Intense competition from global automobile brands
60. 60
Products and price range available in
India
On road Prices in Delhi ( in lakhs )
Mercedes-Benz posted record sales in India in FY16 at 13,558 units
GL class GLA class GLE class S class
92.43 37.34 – 84.35 68 – 81.26 131 – 163.36
A class C class CLA class CLS class E class
30-32.21 45.10 – 47.24 40-41.94 87.87 55-90.14
61. 61
Price
• Premium pricing
• Range : 21 lakhs -7cr
Place
• Maximum distributers across
India
• Want to position as
approachable amongst the
youngsters now
Product
• Extended Line of products-
14 models
• Luxurious nature
• Focus on product more than
other P‘s
Promotion
• Social media
• Print
• Television
• Offer warranty and excellent
deals
• Excellent customer satisfaction
65. 65
Planning and strategy mostly includes working on creating different strategies for the brand
to communicate/build from an existing image to a better wanted image in future. This is
shown by a tool named as the ‗The Shift Trajectory‘, this shows where the brand will go to
from an existing image using ‗The Shift Idea‘.
There are various strategies for the pitch. The pitch is mostly means selling your idea to the
client to either acquire new businesses or old business.
Further process is mentioned in detail in further pages.
Work with planning and strategy department for new business acquisitions.
BJP government
PCRA
Opera
Myles
Weber grills
Apollo Munich health insurance
66. 66
THE PITCH PROCESS
What does pitching means?
Pitching is a process of competitive selection of advertising agencies by clients. When firms
want to outsource their advertising duties to agencies, they call for pitching wherein all short
listed agencies present their thoughts on how to take the brand forward. The most appealing
presentation finally gets selected by the client to handle its brand communication duties
Reason why a client could be ready for a pitch
They are expanding business with great plans and need a better partner to aid their growth
They need a full-service communication partner and not just an advertising agency They
want to be in the big league Their current agency has out grown them and is looking for
bigger billings
Pitches can happen as follows :
When an agency takes the lead in contacting a prospect Reactive pitching: Which is in
response to the client contacting the agency
The Proactive Pitching Process :
Identifying the crack team Generating leads Finding the right contact Establishing the contact
Opening the doors First client meeting Subsequent meetings
Research Evolution of the agency and strategy brief
Briefing the relevant internal departments Assimilating the output Finalizing the presentation
Pitch presentation meeting Follow up The post -result period
Identifying the crack team :
The success & failure of an agency's new business initiative depends on the team they
handpick . Different agencies apply different models for the same Some agencies have a
separate new business department Some agencies assign teams by rotation Some agencies
identify a crack team from across their agency and normally make variations at the middle
and junior level.
67. 67
Generating leads :
This is the most important and toughest part of the entire process Getting to know which
client could be pitch due requires huge networking Agencies are constantly devising new
methods to get inside information about the key prospects All-in-all the key lies in identifying
the correct prospect
Finding the right contact :
Once the agency has identified a prospect, it begins the exercise of finding the right person to
contact. Getting information about key people is difficult After identifying the right person its
imperative to know his equation with the current agency (A close friend of the head , last
person to lend you a sympathetic ear)
Establishing the contact :
Contacting a cold prospect requires tremendous dexterity and tact Ideally the cold call is
made by someone in the higher echelons to lend a sense of importance and urgency to the call
The attempt is to open a window of opportunity by extracting a meeting
Opening the doors :
Wooing process starts Some agencies have been known to chase clients for years before
extracting a meeting Approximately 80-90% cold calls fails generate a meeting Creative
approaches starts (Sending extremely creative we want you desperately mailers to a desirable
client for three months to break down client s resistance to their unwarranted pitch)
First client meeting :
First client meeting Reaching this stage is half the battle won Agencies presents their
credentials Attempts is to extract brief from the client or at least some of the issues client
faces This is the best time to ask as many questions as possible
Subsequent meetings :
Largely relationship building Seeking clarifications, Sharing thoughts.
68. 68
Research :
Research This is the starting point or foundation of putting together a good pitch effort Client
provides a broad perspective Agency conduct research Agencies employ all kind of research
(Observation , Qualitative etc..)
Evolution of the agency strategy and brief :
This forms the basic backbone of the agency effort The search is for the ideal and most
creative approach to tackling the issue at hand Core groups get together to assimilate
information and insights gathered in the research Evolve what is termed as strategy and from
there the briefs
There are no ground rules for strategy evolution apart from doing intensive research work
The rest depends on the expertise of the core group
Briefing of the relevant internal departments :
Too many cooks spoil the broth Briefing to all the various departments and decisions should
happen simultaneously The briefing should be done in such a way that every member of the
orchestra has under stood the whole symphony and his role in the concert
Assimilating the output :
Ensure that all the team members are on track and are moving in the right direction The
process of assimilating the research , information , the strategy and the various discipline /
department solutions should start well in time. The support teams should be given
responsibility of putting together their pieces together in a certain form for integration and
customization into the combined presentation
Finalizing the presentation :
The presentation plays a key role Agencies use their best presentation writers to craft a smart
and intelligent presentation Technology is used widely Hectic preparations are frayed nerves
are typical at this stage This is also the stage where the heads of the agency or the division in
charge review and help improve the final output
69. 69
Pitch presentation meeting :
Some agencies have been known to have a talent pool of the best presenters who are invoked
at such crucial junctures Painstaking effort goes into planning the meeting from the venue to
the people who attend from the agency , presenters , the chronology ,the seating order ,the
experience etc. While planning creative attempts -the presentation is at a venue controlled by
the agency
The creativity should not end up becoming a gimmick
The innovation is impactful if there are no howlers
Follow-up :
Sometimes life gives you another chance Follow up exercise could prove to be a new lease of
life for an agency that may not be the top contender. Some agencies send across follow up
documents, short snippets , etc...
The post result period :
Clients normally call up agencies in the fray to announce the final decision The agency that
wins signs the contract The final work that sees the light of the day is vastly different from
the pitch solutions
Reactive pitching :
The process normally starts with the client calling up the agency to come and pitch for their
business
Reactive pitch process :
Remembering the brief that came from the client Leaving a good impression Making the
presentation interesting Keeping to the limit time Anticipating the clients' questions Treating
the young people at the clients end end equally well
Conclusion :
Competition is healthy, in that it stimulates growth, promotes creativity,& encourages
training, However it is important that the competitiveness be directed to constructive
development and not lead to "unwarranted disruption of productive agency-client
relationships,
70. 70
The WORK
BJP government
PCRA
Opera
Myles
Weber grills
Apollo Munich health insurance
71. 71
BJP government
Since it has been 2 years of BJP government; hence, did a survey and
compiled information on the perception of the government and its impact
on people
72. 72
PCRA (Petroleum conservation and research
association)
The work included secondary research of the previous communication campaigns and to
crack to down a solution to answer current problems faced by them.
There were multiple surveys done across Gurgaon NCR amongst all the age group and
categories who use petrol products such as diesel, LPG, Petrol vehicle users, industry users
and many more.
Some key results concluded from the interviews from various customers are as follows
PCRA Interview conclusions
1. What do you understand by energy conservation? Do you think we need to conserve
energy
Yes its important because it will help us in our future
Different forms of energy like solar energy, wind, water etc
petrol, water, electricity conservation
2. Do you conserve energy
No, may be use cfl bulbs
Yes because it save money
Yes, I do conserve energy
3. How do you conserve energy
By using cCFL and all
Using electronic products with maximum stars on it.
While driving by shut all the windows because open windows causes a drag
effect which takes a lot of energy and consumes a lot of petrol. Keeping a speed
limit and keeping the rpm low.
Use gas properly like keeping the pressure up to a certain level which also
reduces the monthly bill
While driving I keep it around 40kmph
Not to change gear every time
Not to push the clutch very much
At home, use pressure cooker, keep the lid on
Switch off the unnecessary things which consumes electricity
4. Do you know or have heard about people conserving energy
Ive heard a lil bit
I got to know about gas usage by the instruction given itself which most
people havent read and also the person who fits it gives the information.
Since its an issue nowadays , people talk amongst which keeps us aware
73. 73
5. Do you know of alternate energy saving methods? Have you practiced or used any
method? What are they?
6. Are stars the only thing you consider while buying home appliances?
I consider star system because it saves my bill
Got to know about a new car which saves energy while you apply breaks and
use that energy to start the car.
Car parking technology (not in India, although should apply here as well): a
bumper or jacker with spring effect which stores the energy whenever a car is
over it.
Seen ads on conservation in bulb‘s adv.
Seen advt in tv about saving electricity
Yes, I‘ve seen advt on tv and also it‘s an issue hence we discuss it amongst
ourselves
Don‘t know any organisation in particular,
But have seen like the green school programme (not sure if it‘s by any
ministry or anything) and they get funded also by the ministry
They make a brigade with different heads like water, electricity and
environment. They work the full year and make a consolidated report at the
end
7. Do you know why conservation is a need of the hour?
For the future, if we use it all now itself then there won‘t be any left for our children
If we don‘t conserve petrol today then the next gen won‘t get any
8. How important is it for you to take an initiative now
It is very important because we are going to face shortage soon of everything
Save water, petrol
It is very important, we can water crisis already
If we don‘t conserve petrol today then the next gen won‘t get any
9. What do you understand by cleaner fuel and have you used it? Do you think this would be
useful for you
Which doesn‘t harm the atmosphere like CNG
Like petrol which harms
Many cars have also come up with electric fuel etc
We use clean fuel in flights , No.1 quality fuel
CNGs
Diesel is not a clean fuel as compared to petrol as it is more of a crude form of
petroleum
74. 74
Some strategies for the shift recommended are as follows
The shift idea
We tried to understand the degree to which people care about the environment and energy
and fuel conservation. The present older generations are more focused on earning money and
leading a good life. Even though people did say that we should conserve fuel and energy for
the sake of the future generations it does not fall on their list of priorities. It also was a matter
of convenience where people do not want to come of their comfort zone.
As we all know that India comprises a larger number of young people and hence known as
the young India. So if we were able to inculcate the idea and the habit of saving the fuel to
this generation that is quite large as per the statistics, the next generation would involuntarily
take on the culture of saving fuel and energy.
The younger generations are the people who will have to deal with the scarcity of non-
renewable resources. The age groups from 18-35 are the people who will have to deal with
the problem. There are two bases to the idea.
1. The target audience between the age group 18-35 comes from a generation of
opportunists. The first idea is that they are willing to take what the elder generations
are not willing to give or leave for them. ― If you can‘t save it for us then we‘ll work
for it ourselves ―
2. 2. The second crux of the idea stems from the phrase ― bade hamesh sahi hote hai ― so
instead of only letting the main target audience be focused on we also focus on the
younger target audience that is more susceptible to ideas, which is meant to leave an
impression on the older generation. For example – if a younger person was to picks
up an elder persons litter it may not be as offensive but will leave them in an
embarrassing situation. This where the entire concepts connects to the first Idea of
giving people a jolt.
3. We move the ―third person‖ perspective to the younger target audience.
75. 75
Opera
Some creative ideas for opera to advertise in the Indian market
1. Opera saves crucial data in the finals.
Since Eufa euro is on its way in June, and TRP on football is growing at a faster pace in
India, especially amongst our target audience that is of the age 15-35yrs.
The idea is to showcase Opera as a goalkeeper who saves goals.
Goals can be metaphorically placed as data.
The other players can be others browsers trying to score more goals (consume more data)
Hence this can be shown as opera saving the data in the final game for our consumers, when
it really matters.
This can be used for print and TVC‘s as well.
2. Tie ups with new upcoming smart phones that supports multiple Indian
languages.
Brands such as Micromax and Coolpad are soon launching new Mobile phones, which will
support multiple Indian languages for different consumers in the country. Opera can pair up
with these phones since opera also supports multiple Indian languages.
This way Opera will be able to reach wider audience. Since, these new phone launches will
take place with their own new campaigns for example Micromax has changed its logo,
advertisements and tageline, also with a huge amount of advertising budget micromax will
also be looking to market their new launches nationwide with wider campaigns. Hence,
maximum coverage for Opera as well with micromax.
76. 76
MYLES
Determining new Target group for self-drive rented car company MYLES
Young Entrepreneurs
Age: 28-35yrs
Aspiring entrepreneurs
Travel across for various business
meetings
Looking to impress the funders and
capitalists, hence won‘t take a chance of
not reaching to meeting on time and in
tidy attire
Punctual
Freedom to travel
Housewives
• Age: 30-45 yrs
• Responsible mother, daughter, wife etc
• Takes care of the shopping needs
• Usually first car is taken by husband
• Kitty party enthusiast
Tourists/travellers
• Age: 28+
• Adventurous, sporty, risk takers
• Travel across, not just to popular
destination
• Budget travelers
• Travel without time constraint
• Travel anywhere, anytime
77. 77
Travel for work
• Age: 28-35 yrs
• Freelance worker, sales executives, social
worker
• Travels to different part of the city for work
• Meetings, different locations
• Punctual
• Want comfort with ease
The Great Indian wedding
• Travels across the city for the right pair of
clothes for everyone in the family
• Usually divided in different groups within the
family to buy different items such as
• One group will go for jewelry shopping,
while the other group will go for saree or
other important item
• And there is usually just one car, which is
taken by other groups
Migrating Professionals
• Age: 27-40 yrs
• Usually moves to different states/cities on a project basis or contract for a very short
time period.
• Usually unaware of the public transport
• Hassle free traveler, usually prefers own car
Job Switchers
• Age: 26-32 yrs
• Switching job for better position and pay
package
• Still young and investing in a car is not a wise
option for them
• Want to dress neatly to interviews.
• Be on time
• Hassle free commute
• No time constraints
79. 79
Weber grills
• Weber came to India 6 years ago through a distributor. However Weber Stephen took
the distribution rights back from the distributor, post understanding the opportunity in
India
• Source of the business- 80% sales are from the B2C market and 20% from the B2B
market
• They have an experience center in Bengaluru, now planning to setup their office in
Gurgaon by next month. Strong markets are Chandigarh, Gurgaon, Goa, Pune,
Coimbatore
The challenge:
• To make Weber the preferred choice for barbequing and grilling. The category is in a
nascent stage, so Weber wants to make the most of it and be a category leader/create a
category
• Remove the block/misconception, that grilling is only for non-vegetarians
• Induce a lifestyle, underlining the fact that when you buy a Weber you are buying into
a lifestyle
• Interpretation
Induce a lifestyle, underlining the fact that when you buy a Weber you are buying into a
lifestyle
• Food occupies an integral part of our lives and is central to our existence
• A good meal stays with you .Good food has memories attached to it
• Food stands for nourishment and joy
• Food is now social currency- people feel the need to stay up today on it
• Its also an engagement process, an ice-breaker. It has become a conversation builder
• One of the important things about planning where to travel and stay is the food we get
there
• You want to eat good food when you‘re low or happy
• It‘s the soul of an evening
• A lot of times it‘s the memories you take back
• I remember the food I ate at different occasions
• Brings families together- everyone connects over food
Visually, engagement with food is at an all time high
• Food porn on Instagram
• Drool worthy food shots on social media
• Visual play of ingredients and textures
• Plating of beautifully crafted meals in restaurants
The modern Indian kitchen too is part of this revolution
• Increased exposure, higher disposable incomes and need for healthier options driving
the modern Indian kitchen
80. 80
• Have more exotic ingredients- newer oils, herbs, exotic spices, purchases from
travels, cheese and wine, interesting packaged food
• Appliances have started taking centrestage- kitchen aids that not only work well, but
also look good , People are investing in expensive equipment to flaunt and showcase
the standard of living
Our Communication Challenge thus is:
• To educate and inform evolved consumers about the many advantages of grilling as a
cooking technique and showcase how well it can add a new dimension to their current
food choices
81. 81
Communication strategy
Since education is our key communication objective, recommended ways to talk to
consumers
DIGITAL
• Creating content around grilling
• Recipes/demo videos
• Tapping into influencers and Koll‘s/ groups
EXPERENTIAL
• Store experiences/product demos/literature
• Events- interactive grilling/barbeque associations
• Presence at culinary festivals- Grub fest/ Palate Fest
82. 82
Social listening
Social listening is basically getting all the views and reviews about the word which you want
to know about. It includes what people are talking about that word and other words around it.
This also includes top hash tags used and tweets and other information which is necessary for
a brand to know before making any further strategies.
Social listening for Weber
Weber-India : word cloud
Weber and bbq – india: word cloud
84. 84
Weber global – hashtags
NOTE :
#got #gameofbeers : Its was a competition held on aug 15‘ in which you had to chose
your favorite beer and you could win a weber bbq grill. It was themed with game of
thrones.
88. 88
Apollo Munich Health Insurance
This was the last pitch which I worked on. The work included
Company Overview
This is a joint venture of two stalwarts, the Apollo Group of Hospitals and Munich
Health
Has emerged as one of the top names in the health insurance sector in less than a
decade
Apollo Munich has been truly living its tagline, ‗Let’s Uncomplicate‘ since 2009
Category Overview
Only 15% of our population has some kind of health insurance coverage
People are yet to accept health insurance as a financial tool for medical emergencies.
They usually procrastinate when it comes to buying health insurance unless they are
faced by a challenging situation
60% of the market share is dominated by 4 public sector – National, New India,
Oriental and United India, rest of the share is with 17 private sector
ICICI Lombard is the largest in the private sector with 9.74% with other standalone
health insurance players – Star Health, Apollo Munich, Max Bupa and Religare
Barriers
• 46% of young professionals feel health insurance is expensive
• 22% feel they are too young to need it
• During crisis they feel policy doesn‘t cover everything
• Poor awareness
• Cluttered market : They feel, its too much work to sit and identify which plan /brand
to take
• Prevention is better than cure : For people who do not have or never felt the need
believe to take care of themselves
90. 90
Key challenges for the brand
Insurance is a very under penetrated and even within that health
sector remains the smallest and the least in focus
How do we break the inertia and get active intenders to pick up Apollo Health insurance
policy?
The TG that we suggest we go after
The average percentage of brand loyalist across industry stands around 68% - 89%.
Instead we should focus on people who currently not owning a Health Insurance policy but
are actively looking out -
• 28 – 35 yrs
• Sec A, B
• Change in life stage- increase in family size ( getting married/having a child)
• Start thinking a little more proactively about your health and lifestyle
Key Focused Products of Apollo Munich to focus on and communicate:
1. Optima Restore – Flagship product of the company and one of the top most selling
product in the country. It has two unique benefits it restores your health insurance in case you
utilize your full sum insured and if you don‘t utilize your cover it doubles your cover in two
years.
2. Dengue Care– one of its kind standalone health insurance plan for a topical disease like
dengue, it not only covers inpatient treatment but also OPD. One of the lowest ticket size and
easy to buy OTC product this product has a potential to completely revive the way insurance
is sold as of today.
3. Energy – A unique plan for diabetics or hypertension customers one of its kind it not only
work as health insurance but work as a wellness partner which will take care of your health
and work along with you to ensure you live a healthy life.
The current brand tagline of ‗Let’s Uncomplicate‘ is to be retained- and we also need to
keep our thought in sync with this brand positioning
91. 91
The SHIFT
Category Insight
Crowded space with many brands saying the same things, to the same target audience.
Consumer Insight
A booming health and wellness industry on the back of the growing need to look and feel
good.
Brand Solution
Apollo Munich is the brand that offers a health insurance that becomes your self confidence
and makes you feel good.
And hence when we talk health insurance, it is a blind spot for this new age health junkie
And talk to this new younger evolving ‗wellness‘ focused audience in the language that they
are used to hearing
These also form the bulk of the population and who soon enough become active intenders
Apollo Munich is part of his preparation when that life shift happens, and become his self
confidence
96. 96
Womens interaction with technology
http://advertising.about.com/od/guidestoadvertisingpr/a/The-Structure-Of-An-Advertising-
Agency.htm
http://grey.com/global
http://grey.com/india
http://www.authorstream.com/Presentation/vinsrvin-477861-the-pitch-process-in-
advertisement/
SOURCES
EMEA Marketing Blog URL: http://emeamarketing.co.uk/wordpress/what-is-emea-
marketing
Gray, J. Hayes, K. (n.d) ―Application of Brand Management Techniques to Professional
Development‖ In the World of Food Science. URL:
http://www.worldfoodscience.org/cms/?pid=1000463
VOLVO Given Case Study
Volvo Group: http://www.volvogroup.com/group/global/en-gb/Pages/group_home.aspx
Source : http://www.dnaindia.com/health/report-health-insurance-in-india-still-remains-an-
untapped-market-1891509
