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Sonalika International GroupRhino RX
!!An MSI Presentation!!
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Company Background
Sonalika International Group is the one of the top 3
tractor manufacturing companies in India.
Its other products include of, Multi utility vehicles(MUV), engines and various farm equipments.
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About The Product & Its Usp
A Multi Utility Vehicle (MUV)
MG-Rover Technology
New Interiors Better Mileage
Better BHP
Comes in 3-4 Variants
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The multi-utility/sports utility vehicle (MUV/SUV) is poised
to be this years crowd-puller, mainly because this segment
is projected to grow at a higher rate than the passenger car
segment in India.
According to a survey conducted by NCAER, the MUV
segment is set to see a compounded annual rate of growth
(CARG) of 9 per cent between 2002-03 and 2011-12, which
is higher than the projected CARG for the passenger car
segment.
Market Projections
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Deciders!
Pricing
Running / maintenance cost
Vehicles' resale value, making cost of ownership astrong differentiator in the future
A strong after-sales support
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Market Look!
More than 70 per cent of the cars sold are financed
A combination of exciting launches, low interest
schemes and discounts offered by the manufacturers isexpected to have the industry cruising along in top gear
this year.
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Car Per 000 Households!
Where 16.1 households per thousand owned a car in
1995-96, the projection for 2009-10 is 91.4 per
thousand household!
Announcing the arrival of the New Middle Class
Spending Consumer!
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Factors that influence choice of MUVs !
Southern Region Brand Image Fuel Efficiency
Driving Comfort
After Sales
Service
Western Fuel Efficiency Brand ImageLoan
Eastern Brand Image Fuel Efficiency After Sales
Service
Northern Fuel Efficiency Brand Image Loan
ALL INDIA BRAND IMAGE FUEL
EFFICIENCY
LOAN
REGION RANK 1 RANK 2 RANK 3
Source : NCAER
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Rhinos Target Group!
Target Audience :-
Primary : Fleet Owners : Taxi Owners, Bpo, Tours& Travel Agents/Agency
Secondary : Personal Sector: Predominantly MaleBetween the age group of 25-40 yrs
Cities :- Delhi
NCR
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Activity Split !
Rhino RX
Activity
Pre-Launch Launch Post-Launch
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Objective : Phase 1Pre Launch
Create a credible image for the company
Position the company as a solid financial group, with the
capacity and capability to withstand competition pressurewithout compromising on quality
Image building exercise through well planned ads, financial
PR and corporate PR , through a sustained and well etched
campaign
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Pre-Launch
Through an Intensive ATL Plan to establish a brand
identity for the Product and the company. This is
important to set a credible base for the launch. This
would be done through some good media mix and
intelligent advertising.
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Vehicle!
Print Media: A selection of the leading newspapers,
and business magazines to create a positioning for
the company.
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Phase 2 : Create the need!
Pre Launch
The Indian consumer is an educated , thinking and
aware person Let us address the communication like
a foreplay designed to tease and tickle the aspirational
need of his character.
Therefore, once we have bridged the brand building
gap, we create the need for the product in the minds of
the people through strategically planned articlesplugged in leading papers
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Phase 3 Plan to Launch the MUV
Pre Launch Through a big media blitz which could be a semi teaser
or a straight product launch campaign
By doing lead up activities to the big launch whichcreates a buzz in the market
Build so much curiosity about the product, that weinduce Trials for the product by giving toll free numbersand dealer addresses for Test Drives
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Indirectly, giving mileage to the dealers
Promoting the company
And making the activity & the Product the talk ofthe town
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Support with Alternate Media!
Outdoor Unipoles /Hydraulic Canters
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And On Ground Activation!
Pre Launch Radio Contests on Air
On Ground Activation through-
Canter activity (Road Shows)
Mall Displays
Rhino Sting
The entire line of the pre launch campaign should
create curiosity and pique.
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Semi TeaserCampaigndesigned to lead
up to actual campaignA New Breed Of Rhino to Hit Town
Or
Genetic disorder Rhinos change shape now
Or
Rhino Redefines the Wheels Theory, with its new
Brake Horse Power (BHP)
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Communication Content!
Hit The Campaign Trail with USP featuring ads in
leading publications like:
Automobile
Motor Trend
Auto-World Magazine
Debonair
Dash The Times of India
Economic Times
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Creative Designs
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Corporate Image -1
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Corporate Image -2
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Brand Launch Teaser
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More Outdoor
Strategic Unipoles /Hydraulic Canters flashing the
Campaign to grab eye balls.. Targeting-
MG Road
Noida Highway
Gurgaon Highway
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Road Show!Start Pre launch & Continue creating waves
An activity canter to be rolled out a week before the launch only onweekdays, finally becoming the display platform for the new model Rhinoprominently displayed on a raised platform.
We suggest an Emcee for interacting with the people, makingannouncements, and conducting exciting games with people.
Promoters to wear Rhino Masks/ Rhino Caps for fun value
Contest and games to lead to distribution of invitations to Test drive theT.G for the Big Launch !
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Value Adds to draw attention
A Dance Troupe for some foot tapping fun.
A stand up comedian like :
Jeetesh Chawla
Vinod Bajaj
Pradeep Pallawi
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Mall Activity
Parallel to the canter activity similar activity to be
conducted at various malls on weekends
An Emcee interaction to draw crowds to the stall.
An elevated display for the Car, for the Touch & feel
experience.
Give aways from Rhino for winners of games.
Possible lead generation for sales follow up
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Targeting Potential Customers!
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Addressing the Fleet owners ..
The Fleet owners will be categorized in 3
categories:
A class - Bpo
B+ Class Tour & Travel Agents/Agency
B Class Taxi Owners Etc
A special customized invite to the launch event to
the fleet owners based on the above categories.
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Launch For Fleet Owners
We suggest a fun evening with loads of
entertainment for all 3 categories.
The Entertainment night for A class can be done
in a 5 star Hotel while for B+ & B class can be
done in a 3 star & Banquet Hall respectively.
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Entertainment Night
A smart unveiling of the product with a fashionshow, evolved around the theme of the protectedspecies
Making provisions for the touch & feel experience. Highlight features and USP of product through
promotional films and detailed leaflets.
Spot booking facility option with Loan provider tieup
Cocktail & Dinner
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Entertainment Night .. Contd
Performances by famous celebrities like:
Mika
Ashok Mastie
Shibani Kashyap Also performances by:
Belly Dancers
Item Numbers Performer Sophia
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Launch For Personal Sector
Given the age profile and the aspirational value of
the car we suggest an added pub display for the
car.
To tap the hip and happening young executive
crowd we suggest a Night Out with Rhino in select
pubs across town.
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Contest
Do you have the key to the Rhino
Or
C
an you unlock the RhinoOr
Be the one to ride the Rhino
Or
Are you the lucky one to take Rhino home
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Mall Activity
Parallel to the Road show a similar activity can be
rolled out in malls at weekends.
Wherein a branded stall will be placed & the activity
will be conducted in the same way as conductedthrough Road shows
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Tap Air, Ground & Corporate with a Fun contest!
A Multiple Key Contest, Try The Key, Unlock & Drive
Away the rhino
The working module can be shared if you conceptually
agree with the module.
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Corporate & BPO Display
An eye catching display for the Rhino and spot booking
offers with a Test Drive Offer in corporate complexes.
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To Build in a CSR!
We create a value add by portraying the companys
concern for social responsibilities - in this case starting
a campaign to safeguard the endangered species of
the Rhinoceros
A lot of off shoot activities can happen to create news
for the brand through this line.
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Thank You
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