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Decoding Client brief Understanding the Category Brand X TG and Consumer Understanding Identifying consumer opportunity for Brand X Creative Route for Brand X Proposed Media Strategy Budget breakup 2011-2012
Founded in May 2001, Brand X Technology Co., Ltd. is committed to providing top-notch memory solutions that enrich the customers digital life
Flash Drives
The dynamic combination of high quality , innovative technologies and eye-catching designs has made Brand X a favourite with the consumers
Hard Drives
Flash Cards
Brand X
The companys steadfastness to corporate social responsibility (CSR) is crucial at a time when Brand X is pursuing rapid growth, thus placing equal emphasis on both protecting our earth and remaining a green enterprise.
Demand for high capacity pen drives continued to grow as the most popular entry level product
today is 4 GB drive followed by 8 GB and 16 GB. However, pull for further high capacity pen drives declined due to the increased popularity of external hard drives
Another predominant trend witnessed in this product category, alongside technology upgradation and enhanced aesthetics and flashy designs, is introduction of new and innovative features like biometric, high speed, thinner and smaller sized pen drives
To attract buyers brands like Dell and Transcend came out with newer concepts. While Dell launched pen drives with pre-loaded movies, Transcend introduced models with pre-loaded antivirus.
Source Datamonitor Report
Over the last five years flash memory has been gaining overwhelming popularity as the new age storage medium replacing the traditional magnetic and optical storage devices. Portability, ease of use and mobility are the key factors that have made these the darlings of the consumers The reduced and the more flexible duty structure introduced by the Government of India during the 2008 Budget has further boosted the growth as well as helped to stabilize the ASP (Average Selling Price) of the devices The key development last fiscal was the complete control on feed from grey or parallel import as branded players took over sales through their authorized distributors.
Kingston leads the pack when it comes to market share for flash drives
Brand X has been one of the most promising brands in terms of growth in this category Growth has been pretty good at 16% annually
Kingston and Transcend both command equal share in this section of storage devices Parallel imports had a major share in market but is slowly decreasing through government intervention Growth has been high at 33% annually
Growing Indian Middle class ( The Striver and Seekers put together )
Rising disposable income level of this class
Strengths
High demand for memory storage products Rise in amount of Data that requires to be stored
Weakness
Government Regulations
Import Tax Structure
Opportunities
Rising income levels and consumption patterns Demand for High End technology products ( Tier ii and Tier iii cities )
Threats
Parallel Imports
Defining a overall target group for the brand and Identifying generic behavioral characteristics among them
10-14 Yrs
15-17 Yrs
18-24 Yrs
New found freedom. Confidence at its Peak. Peers are an Influence. Not very focused on the future. Live for today
24-30Yrs
31- 36 Yrs
36 - 60 Yrs
Life is governed by rules and norms. Parents are the key; the influence is both Ways pester power.
Individuality starts to rear its head. Some freedoms emerge, but with focus on studies
More focused towards career growth , the need to get settled in life
Source TGI
He pretty brand conscious about the flash drive he uses His brand has to reflect qualities such as reliability , style and durability
His flash drive is used by his friends as a common equipment too so he prefers buying one which is externally durable
Studys at one of the top most schools in Delhi Belongs to the SEC A1 category Age - 18
Studys at one of the top most colleges in Delhi Belongs to the SEC A category Age - 19
Once different sections of consumer characteristics have been looked at Two very clear product usage pattern appears
Storage Of Data
Movement of Data
Flash Drives
Convenience
Safety
Confidence
Character
Proposition is to differentiate these key attributes of our defined product and highlight the storage factor in devised communication
Proposition is to highlight the attribute of movement in case of this product line and create perception differentiation
To understand and link the product proposition to consumer emotion, we must first understand what does the data that our consumers store in their peripherals mean to them ?
We can confidently say that all the data that stored in these peripherals , forms a part of our consumers LIFE
Now that we established what the stored data means to consumer, lets understand what movement means
Our creative proposition aims to merge these insights to form a brand proposition that connects with consumer emotion
Passion Points
Sports/Gaming Fashion/Art Design
Digital: A medium with high affinity; youthful identity would help in getting the mind space.
Experiential Marketing: An area specific medium which would showcase product attributes up front
Cinema: A high affinity medium would cover geography effectively. Also explore the opportunity of the first mover.
Digital Media
Process Flow
Traffic Generation
- Awareness campaign on Genre
Specific Websites
- Blog Advertising - Google Ad-Words - Microsite
Divert Towards
Creating Engagement
- Social Networking
We will generate traffic on internet through advertising on genre specific websites, blogs and through google ad-words Once traffic is generated through pop ups, clickable banners and sponsored links, it will be diverted towards an engagement platform(Facebook Fan Page and Microsite). Engagement platform would be created on Facebook and Microsite for Brand Xs consumers. Both Facebook and Microsite to be interlinked with each other. Hence, all traffic generated through Facebook Fan Page will also be linked to Microsite.
Cricket
Music Movies
Cricinfo.com, in.com
Hungama.com, Raaga.com Bookmyshow.com, Youtube.com
Games
Information
Zapak.com, Ezone.com
Yahoo.com, Rediff.com, MSN.com
Functional Elements
Banners Sponsored Links Pop Ups
All these elements would divert the user to Brand X Fan Page and Brand X Microsite
Experiential Marketing
The concept and theme of the float will based on the movement factor. We will replicate the usage of pen drive in the canter activity, as it is very convenient and fast to transfer data from a pen drive.
A MC would be present on the designed float who will create buzz among the crowd and play interactive games with them and give some giveaways to the winners, promoters will be there to interact with the TG. To leverage the activity on other medias and promotional tactics will be used like radio, distribution of fliers , mailers , mobile sms push etc.. This activity will done near college or institutes area and in high footfall markets and youth hangouts.
Budget Allocation
Budget Allocation ( 5.5 Cr. Rupees)
0.4
1.5 1.5 0.6
1.5
Digital
OOH
Press
Activation
Cinema
Thank You