A Case study on

Melwyn's RACE for the Youth

Prepared by,
Ankit Amin (05)
Krushant Soni(54)
Dhwani Jaiswal (19)

Submitted to,
Dr. Bijal Zaveri
Prof. Vidhita
Sinha

Summary

Melwyn Industries is one of the world's largest

manufacturer and exporter of wrist watches and
India's leading producer of watches sold under
brand name Melwyn at exclusive Melwyn retail
stores.
Melwyn Industries was started 10 years ago and its
watches gained distinct brand identities with a set
of products aiming at different market segments.
Currently the Melwyn umbrella has sub brands like
ALPHA for executives, DIVA for women and REGALdesigner watches catering to the high-end
segment.

Contd

Melwyn's Marketing Head now finds that its

customer base consists mainly in the age group
of above 25 years and would now like to target
younger customers.
The company has identified the youth segment youth by age and youth by attitude- aged
between 18 and 30 years as the core target"They are bold, individualistic, non-conformist
and go-getters,"
For them Melwyn has plans to shortly introduce
fashionable watches under the sub brand RACE.

Questions
Que.1 Choose a brand ambassador for
RACE.

The product selling depends on the brand ambassador

of the product .
In order to increase the sale, company should hire the
best brand ambassador that they could within their
financial approach .
In this case, the customers are mainly in the age group
of 18-30 years . So the company should choose a brand
ambassador who falls in this age group as the customers
tries to follow the icon to whom they could follow and
tries to become like them in every way including style.

Your logo here

Your logo here

Que.2 Develop a brand building strategy

for RACE.

When a firm introduces a new product, it has three

main choices:
1) Develop new brand elements for the new product.
2) Apply some of its existing brand elements.
3) Use a combination of new and existing brand
elements.
Here in this case, the initial choices for brand
elements or identities making up the brand
It includes brand names, URLs, logos, symbols,
characters, spokespeople, slogans, jingles, etc.

Your logo here

Brand element choice criteria

For Brand Building,
1)Memorable
2)Meaningful
3)Likable

Que.3 List your choice of TV channels

and other media.

RACE watches can be advertised in those

channels which have large youth viewers.
It can be movie channels like STAR MOVIES,ZEE
STUDIO,SONY PIX, channels which show sitcoms
like ZEE CAFE,STAR WORLD.
It can be sports channels like ESPN,STAR
SPORTS,TEN SPORTS. Even news channels like
NDTV,CNN,TIMES NOW as the youth of today like
to be up to date as to what is going on around
the world

Your logo here

Other media

Newspapers
Magazines
Internet
Yellow pages
Brochures
outdoor

Write a storyboard for a two minute

advertisement on television.
One student sits in the classroom in the
university working hard on his project, he
sometimes faces up to his MELWYN's watch
in order to confirm the time.
Meanwhile, the background sounds 'click,
click...'
Still
him, playing basketball on the
playground with his shinning MELWYN
watch. The background sounds 'click,
click...'

Your logo here

Write a storyboard for a two minute

advertisement on television.

When dating with a women in the

luxurious restaurants, he still wears his
MELWYN watch.
Time passed, when the man is 25 year
old and sits in his office, he opens a small
box in the drawer, there's his old MELWYN
watch, there's also a new MELWYN watch
in his arm & his says to the box :

THANKS FOR THE ACCOMPANY.

Your logo here

Write a storyboard for a two minute

advertisement on television.

Your logo here

Thank
you.....