Digital Marketing 

Display Ad Campaign 
 
Submitted to 
Prof. Atanu Ghosh 
 
Submitted by 
Bishal Saha 
Subhadeep Chakraborty 
Asish Sengar 
Karan Sharma 
Priyanka Ghosh Dostidar 
Sarmistha Rajak 
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Company​: ​Royal Enfield Motorcycles

Product​: Interceptor 650 Bike

Price​: ₹ 2.5 Lakhs (Approximate, Ex-showroom)

Description​: It is a high LOI product and Royal Enfield does not advertise much
like its competitors. So the project needs to be well-planned and targeted rightly
before its inception.

Target Market​:
● SEC
○ SEC A1
○ SEC A2
○ SEC B1
○ SEC B2
● AGE: 18 to 50 YEARS
● GEOGRAPHY: URBAN (METROPOLIS)
Competition​: 650 CC Cafe Racer Motorcycle (e.g. Triumph Bonneville)

Management Objective​: A new range of Interceptor and Continental GT 650 bikes

was launched by Royal Enfield Motorcycles recently. And it was maintaining a good
sales figure in the overseas market but it was not gaining adequate sales figures like
other product lines from the same company in India. Now its job to build the sales in
India as well.

Marketing Objective​: According to the management objective the job of the

Marketing Team of Royal Enfield motorcycles in Kolkata is to run a marketing
campaign to drive the sales of the product line. The team has taken a decision to run
a Digital Marketing campaign in Video Ad Campaign in Kolkata.

Total Budget: ₹ 2,000 * 30 = ​₹60,000​only.

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Video Ad Interceptor (Desire):

● Timeline: From 26th August 2019 to 26th September 2019 (1 Month)
● The following screenshots below will show the Ad Campaign in Google Ads:
The budget of ₹2000.00 per day is taken keeping the Annual Revenue
and Annual Advertising Budget in mind.
According to our target market plan, we have taken the residents of Kolkata as
our target population.
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Here we are going for quality to increase the desire and not content.
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Frequency Capping is 3 ads per Day

Here, the campaign is only targeted towards the population who are in the market as
they are planning to buy a bike in the same segment in 2 to 3 months (maximum).
People who are actively researching this subject. Here our objective is to be present
at the right place at the right time. In this phase, our target is to be more accurate
than the reach.

Here the accuracy of the Quality of potential customers is needed to be much higher
than the previous campaigns (Awareness) so all the in-market segments are taken by
more detailed research to be more accurate as possible.

Content Targeting is used mostly in the Desire campaign to keep it more accurate as
there is an AND relationship between In-market segments and Content target market
segment. But the placement option is not used as it is making the target market too
small to have a campaign.
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Here the bid price is to be set considerably higher to attract more quality rather than
those volume impressions.

Here our goal is to keep the target group as specific and objective oriented as
possible, and we are expecting our potential customers to visit and obtain
information about the product from the company’s website. So large screens will be
much more usable and readable for the people. For this reason, we have excluded
mobile phone screens in this campaign.

The Ad format is kept the same as the Awareness Ad campaign to keep the two
campaigns as economical as possible.

Here is the Ad copy of Desire Ad Campaign.

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Here we have chosen the Discovery Ad Campaign because we need to drive our sales
so more activity in Desire, not awareness, The mandatory 5 secs will increase our
awareness but not do anything in the desired area. If people recognize and beign
curious the discovery ad they only give the impression then.

THANK YOU
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