PROMOTION DESIGN STRATEGY PLANNING!
SITUATION ANALYSIS
PROJECT BRIEF ¡ Reva electric car company is the first company to come up with the idea of Electric Car in India and now owned by Mahindra and Mahindra, it is one of the world’s 50 most innovative companies. MahindraREVA with its new launch “e2o” is making its first appearance in the market of electric cars. With its benchmark technology of Zero Emission and Silent Revolution, it provides a whole new world of futuristic and innovative possibilities. Here we have an opportunity of shaping the future by emerging as an alternative to the fossil fuel driven vehicles. We aim at selling this product to mature, smart, quick witted and trend setters with an innovative mind set.
PRODUCT/BRAND ¡ What is your PRODUCT? • • • • • • • • • • •
Eco friendly Smart Future Clean Cost effective Innovation Technology Experiment Battery Reva Alternate to fossil fuels driven vehicles
PRODUCT/BRAND ¡ What is your BRAND? • • • • • • • • • • • • • • •
Compact Convenient Smart Zero emission Silent revolution Regenerative breaking system Cute Fun to drive Trustworthy Trendy Tough Safe Clever Intelligent Buddy
POSITIONING ¥  To all the smart, intelligent and futuristic people in the age group of 28-40 who love to think differently, Mahindra e2o is the brand of electric cars that gives them limitless possibilities to shape their future, keep them connected and to provide them a serious alternative to fossil fuel driven cars.
COMPETITION PRICE/SPECIFICATIONS MAHINDRA
e2o (1.7L BENEFIT)
TATA nano
HYUNDAI grand i10
CHEVORLET spark
CHEVORLET beat
DATSUN go
MARUTI Alto 800
PRICE (RUPEES)
5 - 5.5
1.4 – 2.58L
3.88 – 4.64L
3.4 – 4.0L
4 – 5.9L
3.1 – 3.7L
2.4 – 3.5L
LENGTH
3280mm
3099mm
3585mm
3495mm
3640mm
3785mm
3395mm
WIDTH
1514mm
1495mm
1595mm
1495mm
1595mm
1635mm
1490mm
HEIGHT
1560mm
1652mm
155omm
1518mm
1520mm
1485mm
1475mm
SEATING CAPACITY
4
4
4
4
5
5
4
FUEL TYPE
electric
Petrol
Petrol/LPG
Petrol
Diesel/petrol
Petrol
Petrol/CNG
MAX. SPEED
81 km/h
105km/h
170 km/h
144 km/h
160 km/h
135 km/h
145km/h
MAHINDR A e20
TATA nano
HYUNDAI grand i10
CHEVORLET spark
CHEVORLET beat
DATSUN go
MARUTI Alto 800
ENGINE TYPE
electric
624cc
1086cc
995cc
1199cc
1198cc
796cc
TORQUE
53.9 N-m
51 N-m
99 N-m
90.3 N-m
108 N-m
104 N-m
59 N-m
TRANSMISSO N
Fully automatic
manual
manual
manual
manual
manual
manual
SUSPENSION
MacPherso n strut gas filled with anti roll bar
MacPherson strut gas filled with anti roll bar
MacPherson strut coil spring with anti roll bar
MacPherson strut with anti roll bar
MacPherson strut
MacPherson strut with double pivot lower arm
MacPherson strut gas filled torsion control
BREAK TYPE (FRONT)
Disc 215mm
Drum 180mm
Ventilated disc
Disc
Disc
Ventilated disc
Disc
BREAK TYPE (REAR)
Drum 180mm
Drum 180mm
Drum
Drum
Drum
Drum
Drum
STEERING
Electric PS
Electric PS
Electric PS
Electric PS
Electric PS
Electric PS
Electric PS
TYRE(FRONT AND REAR)
155/70 R13 Tubeless
135/70 R13 155/65 R13
155/80 R13 Tubeless
155/70 R13
165/65 R14
155/70 R13 Tubeless
145/80 R12
ELECTRIC ORVM
YES
NO
NO
NO
NO
NO
NO
INFOTAINME NT SYSTEM
YES
NO
NO
NO
NO
NO
NO
CD/DVD/MP3
YES
YES
YES
CD/MP3
YES
YES
NO
BLUETOOTH
YES
YES
NO
NO
NO
NO
NO
IPOD
YES
NO
YES
YES
NO
YES
NO
MAHINDRA e20
TATA nano
HYUNDAI grand i10
CHEVORLET spark
CHEVORLET beat
DATSUN go
MARUTI Alto 800
NAVIGATION
YES
NO
NO
NO
NO
NO
NO
HIGH END JBL SYSTEM WITH 4 SPEAKERS AND 2 TWEETERS
YES
NOT JBL INTEGRATE D SPEAKERS (STANDARD)
NOT JBL 4 SPEAKERS (STANDARD)
STANDARD
STANDARD
STANDARD (2 SPEAKERS)
NO
REVERSE PARKING CAMERA AND ASSIST
YES
NO
NO
NO
NO
NO
YES WITHOUT CAMERA
1958 mm
2230 mm
2380 mm
2345 mm
2375 mm
2450 mm
2360 mm
180 mm
180 mm
165 mm
170 mm
165 mm
170 mm
160 mm
3.9 m
4m
4.7 m
4.5 m
4.85 m
4.6 m
4.6 m
830 kg
635 kg
860 kg
840 kg
965 KG
769 KG
720 kg
COLORED AND DENT RESISTAN CE BODY PANNEL
COLORED
COLORED
COLORED
COLORED
COLORED
COLORED
WHEEL BASE GROUND CLEARANCE TURNING RADIUS KERB WEIGHT PANNELS AND BUMPERS
COMPETITION PROMOTION MAHINDRA e2o
TATA nano
HYUNDAI i10
CHEVORLET spark
CHEVORLET beat
MARUTI Alto 800
NEWSPAPER
YES (TOI)
YES
YES
YES
YES
YES
TVC
NO
YES
YES
YES
YES
YES
WEB
NO
YES
YES
YES
YES
YES
EVENTS
YES
AMBIENT MEDIA
NO
NO
NO
NO
WORD OF MOUTH
NO
HOARDINGS/ BANNERS
NO
YES
YES
YES
NO YES
NO NO
YES
YES
MAHINDRA e2o
WEB
EVENT
EVENT
PRINT AD(the first ad for the Mahindra e2o)
HYUNDAI i10
TVC
PRINT ADS
WEB
OUTDOOR
TATA nano
TVC
WEB
OUTDOOR
AMBIENT MEDIA
PRINT AD
CHEVORLET spark
TVC
PRINT ADS
WEB
CHEVORLET beat
TVC
WEB
OUTDOOR PRINT AD
DATSUN go
TVC
PRINT AD
INFOGRAPHICS
WEB
MARUTI alto 800
TVC
PRINT AD
INFOGRAPHICS
WEB
COMPETITION PLACE MAHINDRA e2o
TATA nano
HYUNDAI i10
CHEVORLET spark
CHEVORLET beat
MARUTI Alto 800
YES
YES
YES
YES
YES
YES
Administered System
YES
YES
YES
YES
YES
YES
M–D-C
YES
YES
YES
YES
YES
YES
DIST. Intensive Distribution Selective Distribution Exclusive Distribution Corporate System Contractual System
M – MANUFACTURER D – DEALER C – CONSUMER
CARS
MAHINDRA e2o
TATA nano HYUNDAI Grand i10
NUMBER OF DEALERS ALL OVER INDIA It is their dedication which has helped us tap the vast potential in the used car market and grow our all India network from 153 to 279 outlets. In fact, we will soon, be crossing the 300 outlet mark” said Rajeev Dubey, President (Group HR, Corporate Services and After-Market) & Member of the Group Executive Board, Mahindra & Mahindra Ltd. ( source : http://www.mahindra.com/News/Press-Releases/ 1375878816) Tata Nano sells cars through 609 dealerships across India. (Source : http://www.cardekho.com/Tata/ Tata_Nano/allindiadealers) HMIL’s fully integrated state-of-the-art manufacturing plant near Chennai boasts advanced production, quality and testing capabilities. HMIL forms a critical part of HMC’s global export hub. It currently exports to around 120 years consecutively. To support its growth and expansion plans, HMIL currently has 397 dealers and more than 1,045 service points across India. HMIL set up a modern multi-million dollar R&D facility in Hyderabad. ( source : http://www.hyundai.com/in/en/AboutUs/HyundaiMotorIndia/ WhoWeAre/index.html )
CHEVORLET spark
Chevrolet sells cars through 271 dealerships in 220 cities across India. ( source : http:// www.chevrolet.co.in/about-us/why-chevrolet.html)
CHEVORLET beat
Chevrolet sells cars through 271 dealerships in 220 cities across India. ( source : http:// www.chevrolet.co.in/about-us/why-chevrolet.html)
MARUTI Alto 800
As of 31 March 2014 Maruti Suzuki has 933 dealerships across 666 towns and cities in all states and union territories of India. It has 3,013 service stations in 1,436 towns and cities throughout India.(Source : http://en.wikipedia.org/wiki/Suzuki_Alto)
E2O EXTERIORS
E2O INTERIORS
TARGET AUDIENCE SEGMENTATION
TARGET AUDIENCE PROFILE DEMOGRAPHIC
PSYCHOGRAPHIC
Age – 25-40
futuristic
Monthly income - 40000 and above house owned or rented
innovative trend setter
Consumer profile - business, service, designers
early adaptor confidence hard working
Education – graduate and above
Marital status – single or married
fun loving, swift, optimistic nature lover
mature, fit one who thinks differently movie lover
TARGET AUDIENCE PROFILE DEMOGRAPHIC
PSYCHOGRAPHIC
Gender – male or female
ambitious passionate
Media – newspaper, radio, tv, internet, phone dinners or lunch (weekends) (once or twice in a month) movie (2 or 3 times in a month)
interactive intelligent smart clever, connected
PROUD PROUDOWNERS OWNERSOF OFE2O E2O
INSIGHT
INSIGHTS § Its too puny. § It is very costly as compared to other cars of the same range. § It has less space (accident prone). § It does not go with my personality in the society. § It has cheap perseverance value. § No ‘faayada’. § Charge-recharge hassle. § Long distance travel problem. § Total loss ‘mitti’. § It looks like a toy car.
INSIGHT KEY INSIGHTS § Its too puny. § It is very costly as compared to other cars of the same range. § It has less space (accident prone). § It does not go with my personality in the society. § It has cheap perseverance value. § No ‘faayada’. § Total loss ‘mitti’.
KEY INSIGHT
IT IS A VERY LIMITED CAR WITH VERY LIMITED POSSIBILITIES AND FUNCTIONALITY.
INFERENCE §  People think that Mahindra E2O is a very limited car with limited space, speed, features, functionality, size and so on and so forth. And it is this idea which prohibits people from buying the car. People are not aware about the latest product because of no promotions and advertisements. And here we have an opportunity to re-launch the product as something completely new and different.
KEY INFERENCE
GIVE ME A CAR WITH UNLIMITED FEATURES AND FUNCTIONALITY IN A LIMITED BUDGET.
CONSUMER THOUGHT PROCESS Cars
Reasons for Purchase
Trigger
Consider
Search
Choose
Buy
Evaluate
New Car (second or third car)
Budget
Compare
Shortlist
Finalize budget
After sales services
Replace a Car
Options
Maybe budget Brand
Final overview of Car
Maybe Color
Running Performan ce
First Car
Where are we going to use it
Features Specifications Maintenance
Benefits Daily Routine Cost Effective
Accessories (car showroom)
Market
Schemes
Maybe Maintenance
Average
Reviews
Recon. Emi
Looks
Market
Drawbacks
Research
Loan
Variant
Brand
Test Drive
Color
Cars
Trigger
Consider
Search
Choose
Buy
Evaluate
Owner
Owner
Owner
Owner
Owner
Owner
Family
Im. Family
Car experts
Im. Family
Dealer
Dealer
Friends
Dealer
Dealer
Colleagues
Family
Target Audience
Family
Friends
Role of Communic ation
Creating a want
Reaffirmation
Sustain
Tactical Price Ads
Convincing
After sales Services
Emotional Connect
Emotional Connect
Impactful
Convincing
Education
Maintenance
Impactful
Persuasion
In sighting Impactful
Cars
Media
Trigger
Consider
Search
Choose
Buy
Evaluate
ATL
Print Media
Web
Visual Merchandising
Print Media
Electronic communicat ion
TVC
BTL
BTL Posters
Experience Design
Survey
Web
Hoarding
Pamphlets
BTL Brochures
Personal Visits
Mass Media
Banners
Brochures Prospectus
Internet/Web
Direct Marketing
Direct Marketing
Visual Merchandising Experience
D.I.L.O
BUSINESSMEN (weekday) TIME LOG
ACTIVITY LOG
MEDIA /TOUCH POINTS
6:00 AM
Wake up
Cell phone, newspaper
Leave for morning walk
Cell phone, ambient media, banners, hoardings, WOM, DM, internet, Friends
Leave for office
Cell phone, FM, outdoor, ambient media
Office/work/meetings
Cell phone, web, WOM, DM, print media, outdoor, Colleagues
8:00 PM
Home/family time
Cell phone, TVC, Internet, Meeting with friends
9:30 PM – 11:00 PM
Work
Cell phone, web, print
11:30 PM
Sleep
-
6:30 AM 9:30 AM
10:00 AM – 7:30 PM
BUSINESSMEN (weekend) TIME LOG
ACTIVITY LOG
MEDIA / TOUCH POINTS
6:30 AM
Wake up
Cell phone, newspaper
7:30 AM
Leave for morning walk
Cell phone, ambient media, banners, hoardings, WOM, DM, internet
8:30 AM – 10:00 AM
Breakfast with family/friends
Cell phone, WOM, DM, web
11:00 AM – 3:00 PM
Office/work/meetings
Cell phone, web, WOM, DM, print media, outdoor, Colleagues
3:00 PM – 5:00 PM
Rest/sleep time
Cell phone, TVC, news channel, Internet
6:30 PM – 11:00 PM
Outing with family or friends/ shopping/malls/events
Cell phone, DM, ambient media, outdoor, music, WOM, Experience Design
12:30 PM
Sleep
-
SERVICE CLASS (weekday) TIME LOG
ACTIVITY LOG
MEDIA /TOUCH POINTS
7:00 AM
Wake up
Cell phone, newspaper
8:00 AM
Leave for office
Cell phone, ambient media, banners, hoardings, FM
9:00 AM
Office
Cell phone, web, print, WOM, Colleagues, Internet, Mess, GYM
7:00 PM
home
Cell phone, web, newspaper, TVC
8:00 PM
Exercise
Cell Phone, Ambient Media
9:30 PM
Family/Friends
Cell Phone, TVC, Internet
11:00 PM
Sleep
Cell phone, TVC
SERVICE CLASS (weekend) TIME LOG
ACTIVITY LOG
MEDIA / TOUCH POINTS
10:00 AM
Wake up
Cell phone, newspaper
11:00 AM
Family/Friends/
Cell phone, WOM, DM, internet, TVC
1:00 PM
Family/Friends/Brunch/Work
Cell phone, WOM, DM, internet, TVC, Newspaper
2:00 PM
Rest
Cell phone
5:00 PM
Outdoor
Cell phone, Colleagues, Friends, Ambient Media, Hoardings, Banners, Visual merchandising, Experience Design
9:00 PM
Home
Cell phone, TVC, Internet
11:00 PM
sleep
Cell phone
SWOT ANALYSIS
S
W
Strengths
Weakness
Opportunities Threats
Easy to drive Zero maintenance Saves time Compact, Futuristic Clean, Innovative Cost Effective, No engine Convenient, Connected, Clever Regenerative Braking Sys.
Price Point Boot Space Speed Charging (electric) Long Distance Travel
Future of Mobility Safer Environment To position the product as a completely new car with limitless possibilities
O
T Competition from fossil fuel driven vehicles Everyone may not be eco friendly Already existing image of an electric car Perception of People
FURTHER ANALYSIS
Inventory
Personification
Party
Clean Compact Convenient Connected Clever Modern Electric Automatic Zero-emission Regenerative breaking system Eco-friendly GPS navigation Cute One touch foldable seats Reverse camera Keyless start/stop JBL speakers Smart 7 inch touch screen attractive
Male /female Innovative 25-35 age group Futuristic Rough and tough Trend setter Creative Adventurous Free soul Traveller Trustworthy Intelligent Ever evolving Ever evolving Individualistic Motivated Technology lover Versatile Strong Blunt Straight forward thinks differently Great sense of humor Observer
Destination party ( in different terrain, probably hilly areas) Theme (Car Rally in hilly areas followed by a bon fire in hilly areas) Occasion (launching of a new product) Time (day to night) Music (acoustic) Dress code (Mountaineering Gear, Rally gears) Age Group of people – 25 – 40 yrs. By invite Cocktails and Mocktails
Obituary
Current Headline
Future Headline
Natural Death Murder
E2O records the first annual profit
E2O launches battery which never runs out
E2O sells 5000 units  No one in the mobility industry or for that matter in any other Ranveer Singh is the new industry can put up a show like brand ambassador of the E2O E2O. The father of electric car dies. This is not just an end to Mahindra E2O joins with DC the creative journey but also a with all new exciting variants new gateway to endless new possibilities in the world of mobility. The world will miss the New electric sedan launched by Mahindra E2O way he built and perceived cars.
E2O the worlds fastest electric car E2O travels 5000 km in one charge E2O launches cars which can travel at a height of 20 feet's from the ground.
“Great ideas often receive violent opposition from mediocre minds.” - Albert Einstein
STRATEGY
CUSTOMER VALUE Emotional
Customer Value
Functional
Economic
OUR APPROACH ¡ Promoting the idea of the car being LIMITLESS. • Clean • Convenient • Compact • Cost Effective • Clever • Connected § Building an Emotional Connect. § Effective sales promotion.
OUR APPROACH § Heavy advertising and media pioneer.(Media Presence) § To aspire and inspire people so that they can think big and achieve big. § Target the innovative methods which the our brand uses for maintaining Public Relations.
APPROACH Multi Pronged
Emotional connect
Reinforce
End Users Constant media presence so that brand name becomes generic for electric cars.
End Users, Dealers Promote the brand so as to sustain the emotional connect.
Educate/Convince/ Influence Dealers, Car experts Target them individually with the idea of limitless possibilities and innovation.
CREATIVE BRIEF
OPPORTUNITIES/ PROBLEMS § Reva electric car company is the first company to come up with the idea of Electric Car in India and now owned by Mahindra and Mahindra, it is one of the world’s 50 most innovative companies. MahindraREVA with its new launch “e2o” is making its first appearance in the market of electric cars. Here we have an opportunity of shaping the future by emerging as an alternative to the fossil fuel driven vehicles by re-launching Mahindra E2O as a completely new electric car with all new futuristic and innovative possibilities. We aim at selling this product to mature, smart, quick witted and trend setters with an innovative mind set.
TARGET AUDIENCE ¡ Mature, Smart ¡ Quick Witted, Trend Setters ¡ Intelligent ¡ Confident ¡ Courageous ¡ Clever ¡ Ambitious
INSIGHTS § Its too puny. § It does not go with my personality in the society. § It has cheap perseverance value. § No ‘faayada’. § People think that Mahindra E2O is a very limited car with limited space, speed, features, functionality, size and so on and so forth. And it is this idea which prohibits people from buying the car.
KEY INSIGHT
IT IS A VERY LIMITED CAR WITH VERY LIMITED POSSIBILITIES AND FUNCTIONALITY.
BRAND BENEFITS TANGIBLE BENEFITS ¡ Clean, Compact, Convenient, Connected, Clever. ¡ Maintaining your car is no more an issue. (door to door service) ¡ 1.7 Lakhs additional benefit. ¡ Zero fuel reimbursement. ¡ All new exciting features.(RBS, Reverse camera, Keyless entry, Cool off easily, Lock off easily) ¡ Bigger and Better.
BRAND BENEFITS TANGIBLE BENEFITS ¡ Cool off easily (i.e. Nobody likes to get into a hot car. With the e2o, you can turn on the AC from anywhere using the smartphone application well before you step in to the car.) ¡ Lock your car from any location (i.e. forgot to lock your car? Access the e2o app on your smartphone; select the lock icon and problem solved.)
BRAND BENEFITS EMOTIONAL BENEFITS ¡ Confidence ¡ Smart ¡ Intelligent ¡ Happiness, Joy (contributing towards the Environment) ¡ Courage ¡ Pleasure, Excitement ¡ Satisfaction
BRAND VALUES POSITIONING ¡ To all the smart, intelligent and futuristic people in the age group of 28-40 who love to think differently, Mahindra e2o is the brand of electric cars that gives them limitless possibilities to shape their future, keep them connected and to provide them a serious alternative to fossil fuel driven cars.
BRAND VALUES PERSONALITY ¡ Innovative ¡ Rough and tough ¡ Creative ¡ Free Soul ¡ Versatile ¡ Thinks differently ¡ Sense of Humor ¡ Buddy
CHALLENGES ¡ Our challenge is to tackle a mindset of people confusing Mahindra E2O and Reva as one and their perception about Mahindra E2O as a puny and a limited car. ¡ Our challenge is to tell potential consumers about limitless possibilities of Mahindra E2O.
ROLE OF COMMUNICATION ¡ To set a trigger in the minds of consumer about considering Mahindra E2O while thinking about purchasing a new car or a second car by building a connect. ¡ To persuade, convince and educate potential consumers to opt for Mahindra E2O over fossil fuel driven vehicles.
CREATIVE EXPRESSION
THE CAR WITH LIMITLESS POSSIBILITIES.
EXPECTED KEY RESPONSE
“Kya baat hai, Ye gaadi ye bhi kar sakti hai”
TONE OF VOICE/STYLE ¡ Impactful ¡ Humor (smart humor) ¡ Unassuming ¡ Confident ¡ A persuasive tone of voice with motivation and aspiration so as to develop the emotional connect strongly.
MEDIA RADIO
INTERNET
OUTDOOR
MEDIA PRINT MEDIA
T.V.C
EVENTS
CONCEPT (INITIAL) ¡ Initially the idea was to tell people about the different features of the car. ¡ I also tried how could I communicate all the features and the aspect of the car being “limitless” through a single concept. ¡ Initially I was trying to motivate and inspire people to buy electric car and make them understand the importance of being eco-friendly. ¡ But after brainstorming and discussions I realized that motivating and inspiring them won’t make them believe that Mahindra E2O is a limitless car.
CONCEPT (INITIAL) ¡ The mesmerizing features of the car made it limitless, smart, quick, tough, swift, powerful, clean, compact and what not.
CONCEPTS ¡ Small Wonders : The basic idea behind small wonders was that how small things make a big difference and its very interesting how the very small - small features of the car make it limitless. (key insight used was “it is puny”) ¡ Your wish is my command : This idea came through my brainstorming of the creative expression. Basically this idea was derived from the fact of the car being controlled through smartphone application. The idea was that people will not only drive the car but have conversations with the car and the car will be like the genie who will make their every wish come true.
CONCEPTS ¡ Keep Driving : Making people believe that electric car is not only better for environment but for themselves as well is very difficult. So this concept was based on a simple idea that let people think what they are thinking and to attract the potential customers so that they do not change their mind if they were planning to buy Mahindra E2O. (key insight used was “it has cheap perseverance value”) ¡ Small is the new Big : The key insight through which this idea was derived was that “it is small and limited”. The main aim was to make people believe that small is actually bigger than we perceive it to be.
FINAL CONCEPTUALIZATION ¡ The tagline I chose was Small Wonders. ¡ The fact that people thought Mahindra E2O was very limited and small car was very disturbing. ¡ The car has all it needs to compete with a hatchback car. ¡ So I started brainstorming for my headlines and the visuals for the campaign. ¡ As I brainstormed the one thing that was constant was Small wonders and the fact that people think that its “Puny and a toy car”.
FINAL CONCEPTUALIZATION ¡ So I planned to relate my car with different toys and games so as to grab attention. ¡ The basic idea was that games have to be quick and very addictive and also fun to do and think. Moreover they should relate to the different features of my car. ¡ So I ended up with Small But…………………What? ¡ Small but quick ¡ Small but powerful ¡ Small but swift ¡ Small but smart
FINAL CONCEPTUALIZATION ¡ Also I did not plan to confuse people by making them solve puzzles so I thought that it will be like a series where in print ads people will be given unsolved games whereas on hoardings and ambient media they will be able to see the result and correlate it with the print ads. And hence making the approach for my strategy multi pronged. ¡ Games : Sudoku, Maze, Tambola, Poker, Chess, Crossword, Patterns
FINAL VISUAL RESEARCH ¡ Spot The Difference