Brand transformation for RPG Group

A presentation by Errant Bandits Mayur Thakare PGP I, IIM A Praveen Kumar M PGP I, IIM A Sirajudheen Nellur PGP I, IIM A

Group Companies

Spencers International Hotels

Target Group
To improve the branding RPG should identify the target group and focus on increasing brand visibility and brand recall among the targeted group CEAT B2B: OEMs B2C: Replacement Market Tyres are low interest products Target all vehicle owners, fleet operators and transportation companies Promote through sports especially like races Youthful and aggressive campaigns to target 25 yr and below group

KEC/SAE
B2B EPC businesses are not known by people Zensar/Akibia B2B IT sector is dominated by the 5 major companies

All power users in the country Positioning the brand as bringing home power/energy Promotions through ad showing the various projects executed
Advertisements that focus on internal as well as external audiences Target the 20-40 yr audience Spread the importance of the IT solutions offered

Target Group
Continued . . . Raychem/Life sciences/HM B2B businesses End users of the various products can be targeted

Travel Services B2B EPC businesses are not known by people

All power users in the country Positioning the brand as bringing home power/energy Promotions through ad showing the various projects executed

International Hotels B2B IT sector is dominated by the 5 major companies

Advertisements that focus on internal as well as external audiences Spread the importance of the IT solutions offered to the clients that are in turn serve the people

Suggested Solution
Steps to improve Positioning Try to expand into high-visibility and diverse fields - making our own image in them This will help us boost B2B business as gatekeepers of the target organisations can defend the purchase decision easily. Make ourselves stronger among technical peers and visible to other sectors Sponsor and/or Host conference related to Infrastructure, Tyres, IT, Speciality, Agri-businesses and others Articles/ Interviews in the major dailies and magazines on/by the groups senior executives; highlighting the growth, consistency and values of the company RPGs Core vision needs to be showcased using an extensive advertisement campaign RPG should be shown as the major brand, of which CEAT and others are the subsidiaries This should clearly come out in the advertisements

Suggested Solution
Steps to improve Positioning Tail end projection of RPG group after CEAT and other consumer facing products Ads Leverage brand CEAT for branding of RPG. Provide Scholarship programs for nurturing talent as well as getting and keeping the best talents with the company Scholarship programs in the same lines of Aditya Birla scholarship, and others This will boost the visibility of RPG in elite campuses and help in recruiting top talents Conducting events, workshops, talks etc. in institutions of repute Adds to the rapport of the company Provides us a platform of excellent talent Makes us visible and connected to the elite of the nation

Where we pitch in..

What we can do for RPG? Campaign SHINE Designing an Ad campaign for RPG - TV, Magazines, Periodicals, Newspapers
Market CEAT as CEAT by RPG We will design an interesting ad campaign that epitomises the vision and growth of the company TV and Newspapers cover maximum audience Advertisements showing how RPG products touch everyones lives; make consumers aware that they consume RPG products in different forms or within other products Glorify company values and principles embedded

Identify and design tailored scholarship programs on behalf of RPG

Targeting all major Engineering and B-schools IITs , IIMs among others School level scholarship programs across the nation

Where we pitch in..

Identify major events to sponsor to garner maximum exposure
Major college cultural and technical fests Marathon, public speeches and other such events Sponsor small time school sports competitions huge amount of publicity via such a step, the competition should include as many schools for larger visibility

Constructing a platform for R&D to enter new, diverse markets

Leading to an increase in the brand value and awareness among consumers Added advantage of good image in B2B; use it to penetrate new markets

Optimize the existing techniques followed RPG to ensure that efficiency is maximum and it meets RPGs goals

Where we pitch in..

Analyse the current brand perception of RPG in the B2B and B2C context By knowing the perceptions a strategy can be designed to target specific segments Identifying and analysing the branding strategy used by competitors and suggesting the modifications in RPGs to counter them effectively Measure the effectiveness of on-going brand building process by RPG and draw a cost benefit analysis for future branding strategies For ex.: Blizzard can be thought as one of the branding strategies How effective Blizzard has been in promoting the brand RPG?

Benchmark it against other competitions by other business conglomerates

Who we are..
MAYUR THAKARE A CBSE Merit scholar and a student mentor at IIT, Mayur designed the expansion of a plant while interning at Volkswagen. A House captain in school, he has won several sports competitions. His areas of interests include astronomy, football and movies. PRAVEEN KUMAR M
Praveen has worked with Steel Authority of India Ltd. (SAIL) for 26 months as Junior Manager. An innovator, he has introduced new maintenance practices at work and has led a team of 30. He has been a Placement Coordinator at college and has presented many national level papers.

SIRAJUDEEN NELLUR

Co-author of an international paper, Sirajudheen was Joint Secretary of the NITC Nature Club and organizer of various events at college. He cofounded the energy club at Bokaro and secured 3rd position in a management competition at Bokaro Steel Plant.