Here you will find a strategic plan on a local bike company of Bangladesh. This presentation contains few ideas of campaigns and also the competitor analysis of it.

1. STRATEGIC PLAN 2015
FOR
BOROTAKIA
©Zulker 2014

2. Product: AUGE
Manufacturer: PIAGGIO
Category: Automobiles and Parts
Models: Auge Classic 150CC, Auge 150CC,
Auge 125CC, Auge 100CC
USP: Largest Fuel Tank, Sporty Look.
Target Market: Age: 22-40
Product Traits: Premium, Lifestyle, Speed, Safety
Warranty: One year (Any kind of parts and body)
Pricing: Less than Indian Bike,
more than Chinese Bike ©Zulker 2014

3. Brief from the client:
BOROTAKIA has set up their dealers in 60% of Bangladesh with exclusive
bikes. The brand is known as AUGE. They have already spread out about 4
models in market. They want to create a strategic plan for AUGE to position
uniquely in consumer minds.
Communication: Digital Marketing, BTL
Phase: 3 phases (For One year).
Focus: Petrol Pump, Automobile Shop,
Dealer Shop, Gears and Parts. ©Zulker 2014

4. Runner Automobile Limited
Competitor:
A complete
Motorcycle
Manufacturer
Spare parts
&
Accessories
200 Dealers
&
400 Sales Centers
4 series of
motorcycles
& 12 models
700 employees
14 years
of successful
journey
Fuel Efficient
EICHER
Celebrity
Endorsement
Stunt:
Zero Degree(Film)
Six years
warrenty

5. Runner Automobile Limited
Competitor:
Positioning:
1. A vehicle for Mass
2. As a Fuel efficient, Strong, Comfortable & Safe vehicle (EICHER)
3. A s a Speedy, Stylish & Long Mileage (RUNNER)
©Zulker 2014

6. Borotakia Motors Limited
Posioning:
A
complete
Automobile
Training
AUGE
Apps
After
Sales
Service
Awareness
Maker
Of Road Safety
A
lifestyle
Largest
Furl
Tank
Sporty
Look
Awareness
maker to wear
Helmet
Engagement:
Awareness
Video (Film)
One year
body
warrenty

7. Digital Marketing
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8. Facebook Page Management
To keep the Augee Facebook Page updated.
Activity:
 Regular Update.
 Monthly 5 designs.
 Run the event.
 Run the online contest.
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9. Online Ad Placement
To place online Ads focusing on the Auge Bike features.
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10. Online Ad Placement

11. Campaign with Online Sites
To design the online campaign and place the ads
in the most viewed online site and blogs.
Like Priyo.com, Prothombarta.com
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12. Place of an Ad
to run campaign
Position of an
Ad Placement

13. Blog: Augee Bike
To create a own blog in wordpress.com
• Write the blogs from writer’s.
• To endorse the mechanical students
• Endorse the professor’s opinion from the public universities.
• To upload the success stories of the Local Mechanic
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14. Pinterest: Augee Bike
To create an account at in pinterest.com
• TG: Female riders (Vespa).
• Engage with their lifestyle
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15. Example: Honda campaign at pinterest.com
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16. Print Ad
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17. A Print Ad wishing best for the Bangladesh Cricket Team.
Print Ad
Context:
1. Manzarul Islam Rana’s accident
during ICC World Cup 2007
1. A Severe Bike Accident.
2. Month of March.
3. Bangladesh is going to play Australia
for ICC World Cup 2015.
1. Recent death of Philip Huge.
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18. Activations
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19. Selfie Contest
Campaign: How you feel without your head.
Activity:
 A booth on campus.
 A bike will be kept there.
 And the couple, friends will sit there and will take their photographs.
 They will give their selfie pose.
 Every edited picture will be uploaded in Borotakia Page.
• Registration
• Instant Facebook like
• Instant gift.
• Other Game
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20. Campaigns
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21. Campaign on: Two Second Rule
Vehicle Speed Approximate Feet Vehicle
Will Travel in 1 Second
2 Second Rule
Distance
25 m.p.h. 37 ft. 74 ft. Back
35 m.p.h. 52 ft. 104 ft. Back
45 m.p.h. 66 ft. 132 ft. Back
55 m.p.h. 81 ft. 162 ft. Back
When the vehicle ahead of you passes the object, count
"one-thousand-one, one-thousand-two." You should not
reach the object before you count to one-thousand-two. If
you do, you are following too closely. Most rear end
collisions are caused by the vehicle in back following too
closely.
©Zulker 2014

22. Campaign on: Two Second Rule
We want to inspire the following drivers to maintain the
2-second rule to determine a safe following distance.
Platforms:
1. Overpass/ Over bridge of Highway
2. Reflective Sticker.
3. Signal Pole
4. Whiteboard Animation (Awareness video)
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23. Road Sign: Two second rule
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24. Campaign at Cinema Hall
• Awareness Video before starting the cinema.
• Celebrity Endorsement (When any film has been released, the
hero of the film will say ‘ Wear helmet before you ride your bike’)
Rationale: To meet the Driver and the Rider
©Zulker 2014

25. Campaign: with Helmet Manufacturer
A campaign with helmet manufacturer and sellers
to promote their helmets and to aware riders wearing
helmets under BOROTAKIA Banner
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26. Exhibitions
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27. Antique Bike Exhibition:
A platform to show their antique bikes in a gallery.
The riders will exhibit their antique bikes there.
Rationale:
Those riders keep their antique bikes in garage.
But they don’t want to ride those on Bangladeshi roads.
Activities:
• The riders will be invited.
• Registration of Rider’s club members.
• To create a unique biker society.
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28. Training
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29. Free Training for the Mechanic:
• Target Area: Bangla Motor, Chankhar pool, Mirpur,
Mohammadpur, Rayer Bazar, Hazaribag.
• Authorized certificate and hanging frame.
• Light box, written: Automobile supports are
available
• To train the local auto mechanic free and provide them a certificate
• To make them authorized mechanic
©Zulker 2014

30. Contest
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31. A short film making contest at university.
Short Film Making Contest
Details:
1. 10 universities.
2. Targets: 10 films
3. Duration: 2 minutes.
4. Platform: YouTube and Facebook.
5. On –Air: A TV Channel
Subject:
Safety and Security,
Stunt,
Love, and
Lifestyle etc
©Zulker 2014

32. ©Zulker 2014

33. THANK YOU