Rihno Rx me

8/2/2019 Rihno Rx me

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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

Documents

Rihno Rx me