Professional Documents
Culture Documents
Marketing Communication :
Marketing Communication HERO HONDA PLEASURE: WHY SHOULD BOYS HAVE ALL THE FUN Presented by: RAVI KUMAR ANKIT AGARWAL
Definition: :
Definition: The process by which a marketer develops and presents stimuli to a defined target audience with the purpose of eliciting a desired set of responses. Marketing communication tools: Direct tools Indirect tools Advertising - Public relations Personal selling - Sponsorships Direct marketing - Word of mouth Exhibitions
Slide 3:
Forget the 4 Psthink of 4 Cs Forget productstudy consumer wants and need Forget priceunderstand the consumers cost to satisfy that want or need Forget placethink of the consumers convenience to buy Forget promotionsthe word is communication
Brand Strategy :
Brand Strategy Pleasure: Not just a scooter, its a lifestyle A womans identity Symbol of free spirit Prized possession A friend for a life A comprehensive communication to drive the strong product to grow at 20% YOY growth rate (same as market growth) Enhance the Brand Communication to build the Brand in the Mind, Heart and Soul of the audience
Communication Strategy :
Communication Strategy Enhance the image of Pleasure as most preferred scooter for women. Connect with the target group as a unique lifestyle and personality brand To be present at almost every touch point with the communication target group To break the clutter and communicate the Brand message. The Objective The Goal The Task The Challenge
Creative Strategy :
Creative Strategy Convey the positioning and enhance imagery Emotional as well as rational approach Stress of the Exclusive for Women factor Influence the influencers. Sense of belonging with the Brand Pleasure Carry the halo effect of the Hero Honda into the Scooter segment Its a Pleasure; Its my Pleasure; Its Our Pleasure
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Creative advertising
Media Strategy :
Media Strategy Print 2 insertion /week 1 in Mainline 1 Regional Print TV 5 Mainline Channel 3 General Entertainment Channel 1 Regional Satellite Channel DD channels Radio Radio Spots Outdoor Hoardings Activation Sales Promotion Activity
Digital Space :
Digital Space Website Banners ads: Impress with banner and direct to Pleasure Community online. Community tie-up with Sunsilk Gang of Girls. User generated Content on Female Blogs Search engine Ads Google - Scooter/ Pleasure =Hero Honda Pleasure. Promote offers through SMSs On Women day. SMS icons of Pleasure. Yahoo Female Avatars of Pleasure. MSN cool zones with Pleasure Branding. Develop ring tones for the Pleasure Signature Tune Pre email pop ups. Viral advertising of Pleasure