Raftaar Bike Integrated marketing comm. plan

Raftaar Bikes Integrated marketing comm. planPresented By:- Amit Arya

ObjectivesCreating strong Brand ImageSegmentation and Positioning of the brandRural and Urban Marketing100cc, 150cc and 200cc for Urban200cc for the RuralAlluring youth Deeper penetration in rural marketBrand Prism ( Kafrer Model)

Aaker 5 Dimensions of Brand Personality

SincerityGood Brand, Utility vehicleExcitementStronger Engine, StylishCompetenceReliability, Fuel Efficiency and Service ProgrammesSophisticationMasculine, Trendy and Biker CrazeRuggednessOutdoorsy, Masculine and Tough

Bike Industry in IndiaIndian two -wheeler contributes the largest volumes amongst all the segments in automobile industry. It can be further divided into 3 catgories:MotorcyclesIncreased from 48% to 58% in last two yearsMopedsDecreased from 19% to 17% in last two yearsScootersDeclined drastically from 33% to 7% in past two years

BudgetTotal budget : 90croresAdvertising: 30croresElectronic: 22croresPrint: 8croresB2B Marketing: 5croresPR: 10croresLoyalty Marketing:20croresEvent Marketing:10croresRural Marketing:10croresDigital Marketing:5crores

AdvertisingElectronic: 30 croresTelevision Ads: 2 different ads for Urban and Rural. The brand ambassador Mr. Shikhar DhawanChannelsTV: 18 croresUrban: M tv, Channel V, Aaajtak, NDTV, ABP NewsRural: DD1, DD News, Aajtak, NDTV, ABP NewsRadio: 4 croresUrban: Radio Mirchi, Fever 104, Red fm, Rural: Rainbow, Akashvani

AdvertisingTime Slot:TV: Evening: 8:00- 10:00 pmRadio:Urban- Morning: 8:00-10:00 (Target: office and College goers)Rural- Throughout the day ( to focus on the aspiring bikers)

AdvertisingPrint: 8 croresUrban: 5crores (Front page+ Display Ads Later)Newspapers: TOI, Hindustan Times, Hindu, Amar Ujala, Dainik Jagran, Hindustan. Magazines: Autocar, Motoring, India Today, Outlook.Rural: 3crores ( Front Page+ Display Ads Later)Newspapers: Amar Ujala, Dainik Jagran, Hindustan, Dainik Bhaskar , Regional Papers.

B2B MarketingB2b plan for showroom owners: 5 crores

Program objectiveCreate a all around boost for new bikes launchedGet loyalty of the customers towards our company

Differentiating factorBased on sales value

Offers BenefitsIf sales more than 100 bikesWin free trip for 2 person to AustraliaIf sales more than 250 bikesWin free trip for family to AustraliaIf sales more than 500 bikesWin free world tour trip for familyMessage communicationBikes of the peoplebikes of the nation

B2B MatketingFestive gifts, key rings, pen stands, dairies, calendars, stationary, Raftaar brand clothing to the retailer.20% on the wholesale price to retailer for 5 bikesA Chevrolet Cruze for successful completetion of 6 month sales target

PRTotal budget of 10 croresPaid News(Digital+Electronic+Regular): 2 croresCovered in travel blogs, by biker community, biking enthusiastGet the feel of Raftaar (5 crores):- different permanent zones where one can get free test ride and get the look an feel of the bike.Inspired Games and Apps (1.5 crores)E mailer, Bulk SMSs, VRS and IVRs (1.5 crores)

Loyalty ProgramTotal amount 20cr

Each point is equal to 1 rupeeMember cards are made with the purchace of bike with 1000 points in it

Loyalty ProgramDriving Up Acquisition Referring product to friends and family 3000 reward points are earned and upgrading own vehicle gives 6000 pointsIncreasing Share-of-Wallet Tie-ups with Studs, Ninja, Castrol, MRFInitially when bike is purchased helmet and 20% discount on 10 purchases of any of these company's products

Loyalty ProgramIncreasing average basket sizeA member will be offered a discount of 25% on model upgrade of the bikeIncreasing MarginOn every servicing after 3 free ones 10% discount will be given in the next servicingDecreasing CostsOn servicing from authorised dealers 100 Petro-points are given redeemable at HP petrol pumpsDecreasing Churn Customers referred more than two products to friends and family will be offered a holiday for 2 days and 3 nights in Leh ( including riding Raftaar bike at the highest motor able road)Event marketingTotal cost alloted 10 crores5 Rally for the Raftaar riders clubJan- The Southern Voyage (Banglore-kanyakumari)April- The Leh Trek (Delhi-Leh)July- The Hornbill Rally(Kolkata-Dispur)Oct- The Himanchal Rally( Delhi-Dharamshala)Nov- Annual Riders with Raftaar meet

Event marketing10 Stunts with Raftaar nightsPushkar FairSurajkund MelaSonepur Cattle FairShaheedi Jor MelaMela ChiraghanMela MaghiatMuktsarKumbh MelaJagannathRatha-YatraMela

Event MarketingQuarterly Gala dinner night for all the retailersDigital event on Goolge Hangout held after Feb Interaction with Raftaar, where design and engineering team talk to people from different walks of life(members) about what innovation do they want in the next Raftaar bikeRaftaar pics a event on instagram, twitter, facebook and pic can also be send direct via postClick your pic with a Raftaar bike and meet Shikhar Dhawan (on the annual Riders with Raftaar meet in Dec)

Brand ActivationGet the feel of RaftaarDifferent permanent zones where one can get free test ride and get the look an feel of the bikeRaftaar on the go serviceCall 9900999999 and youll get assistance anywhere in india if your bike breaks downSponsorship with 10 college fest at Delhi, Mumbai, Pune, Kolkata, Ahemdabad, Banglore, Chennai

Rural MarketingTotal cost alloted:10 croresAssociations with various melas and local fairs25 Raftaar showrooms on the go trucks each in north, south, east and west parts Tying up with local state transport to put Raftaar ads on the busesTie up with EicherWith purachse of each unit a voucher containing 15% discount in any Raftaar Product is givenDigital MarketingRaftaar games and AppsSocial media pagesEach month a contest is done on twitter and facebook winner gets Raftaar marchendiseWebsite featuring travalouges and experiences with Raftaar bikeE mailer and Sms to number and ids collectes at melas and event telling about the latest offers in Raftaar THANK YOU