Вы находитесь на странице: 1из 52

Strategic Roadmap for Brand X : A leading manufacturer of USB and External drives

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

Decoding the Brand X Product Proposition Major Product Categories

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.

Current Market Scenario


With the growing amount of digital data and increased need for mobility in our daily lives, the demand for portable storage devices has been continuously on the rise. These products have
created a huge market pull, so much so that even the global slowdown couldn't hamper their growth story The total Indian storage peripheral market in FY10 has been pegged at Rs 2,676 crore, a growth of 36% over the previous fiscal clearly indicating the heavy commoditization of the devices.

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

Industry Growth Drivers

Changing preference to high technology products

Urbanization driving consumption levels of technology products

Rise in disposable income

High Distribution Levels Growth of the retail market

Growing Indian Middle class ( The Striver and Seekers put together )
Rising disposable income level of this class

Rising urbanization Net birth + Migration adding on to urban lifestyle

Source KPMG Report

Identifying Industry Strengths and Weakness

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

Grey Market Products

Identifying our target consumer group

Defining a overall target group for the brand and Identifying generic behavioral characteristics among them

Core Target Group

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

Strike a balance between work and play

More focused towards career growth , the need to get settled in life

Settled in life, focus oriented towards family needs and preferences

Source TGI

Understanding our consumer in detail

Rahul, A class 12th student at DPS School, New Delhi


Rahul, belongs to an affluent family based in South Delhi, He calls himself a Techie and is updated about the latest technology products that hit the market Hes got the latest gadgets in his possession where he stores a lot of his data. His data generally consists of project work, pictures, movies and personal data He has the need to transfer data from one device to another according to his requirements and he generally uses a flash drive to do that

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

Neha, A college student and aspiring fashion photographer


Being a college student at St Stephens, New Delhi, she
is a fashion and style conscious girl and being a student she has a array of tech products as a part of her daily life For her, the tech products that she uses means a lot more than what there usage denotes, they are also a style statement. She stores a lot of personal and entertainment related stuff on the devices that she has , such as her collection of music, photos, movies etc. She also uses a flash drive for movement of data from one electronic peripheral to another Aesthetics means a lot to her in the devices, as she wants them to match her style and persona

Studys at one of the top most colleges in Delhi Belongs to the SEC A category Age - 19

Rajiv, A business development manager at an IT firm


Working as a business development manager involves meeting new clients frequently and making a lot of presentations He uses a lot electronic devices for work as well as personal usage. He uses devices such as laptops , mobile phones and electronic pads His work involves handling a lot of sensitive data where he also has to move data from one peripheral to another Since he transports sensitive data , he wants it to be safe and not affected by viruses so he prefers a flash drive that has built in virus protection He would also prefer one which is trustable externally durable and inbuilt quality

Works at an upcoming IT firm Belongs to the SEC A category Age - 22

Once different sections of consumer characteristics have been looked at Two very clear product usage pattern appears
Storage Of Data

Movement of Data

Identifying a much deeper consumer insight by separating product proposition

External Hard Drives


Long Term Durability

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

Identifying a relevant consumer connect for Brand X

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 ?

Pictures = Moments = Memories

Music = Entertainment = Personal

Movies = Entertainment = Personal

Work = Data = Personal

What if we try to collate all this to find what exactly


these forms of data mean to our consumer ?

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

Technically movement means transfer from one peripheral to another

But Movement also signifies -

Freedom to carry your stuff where ever you go

Ease of usage To Carry

On the move With your stuff all the time

Ensuring safety of your belongings

Our creative proposition aims to merge these insights to form a brand proposition that connects with consumer emotion

Our Creative Proposition

Take Life Along


The proposition highlights the product proposition while connecting with the consumer emotion on a level which would easily seep in the consumers mind. Driven by creative insight the proposition would create a unique brand identity for brand Brand X in an emerging market such as India

Implementing our thought on a visually creative platform

Implementing our thought on a Media Platform

The most relevant & engaging passion points of TG


Cricket 54%, 145 News 67%; 167 Restaurant/Pub 47%; 128
Music

Passion Points
Sports/Gaming Fashion/Art Design

Fashion/Shopping 22%; 129


Travel TV/Movie/Radio Get together

Cinema Hall 19.4%; 154


Cricket/Sports Movies Music Gadgets/Games

Movie 53%; 155

Techno savvy 30%; 212 Social Networking/ Internet 34%: 229

Travel / Leisure 26%; 110


Source : TGI India 2010

Identifying key engagement triggers of target group

Sports Movies Music Games


Core of the engagement is Entertainment... Entertainment is an integral part of life... Seeding communication based on these passion points relevant to our target group would be a an effective way to ensure that our communication is well received

Identified media platforms to be used Suggested

Digital: A medium with high affinity; youthful identity would help in getting the mind space.

Print: Occasional presence in market specific lifestyle dailies.

OOH: To capture eyeballs in transit; effective local area coverage.

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

Core Operating Model

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.

Traffic Generation Key Elements


Objective Create Campaign Awareness among our core target through advertising on genre specific websites
Genre Websites

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

Activity One For Flash Drives


In all the defined target cities we will conduct road show for each week

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.

Activity Two For External Drives Wall of Fame


Life-size LED Wall at One Multiplex Each City

Challenge to fill it with pictures taken by users of Brand X products


Display pictures on the wall and integrate them on Brand X Fan Page Frame would mention the capacity of camera cards, mobile cards and USBs Canopy at the malls where pictures would be taken Customer would be educated about all products through promoters and flyers All pictures and videos would be integrated with digital medium to create brand buzz.

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

Вам также может понравиться