Escolar Documentos
Profissional Documentos
Cultura Documentos
2
How to close the gap in
marketing communication?
3
Repositioning
Research not required
Review Reposition
5R©
Framework
Resonate Revive
4
Geographic Demographic Socio-Economic Behavior
WHO WHAT
WHY
Market Segmentation
and
Targeting Needs
Masculinity
Fast pace
Energy
Style
5
Positioning Strategy
Indian Youth
Indian youth Indian youth
leading a fast “Be Speed”
loves motor want “adrenalin
pace,
sports and rush” – speed,
ambitious, “Adrenalize”
racing energy, power
active life
6
Repositioning
Research not required
Review Reposition
5R©
Framework
Resonate Revive
7
Understand the
purchase behavior and
brand preferences for
wrist watches
Research Objectives
8
Research
Design
Qualitative Quantitative
Exploratory Conclusive
Focus Group
Discussion Web Survey
9
Qualitative Quantitative
Method Focus Group Discussion Web Survey
Sampling Executive MBA Students Executive MBA Students, Working
Frame Professionals
Sample Size 3 X 6 = 18 60/600
Objective To explore To evaluate:
Attitude towards wrist watch Associations with wrist watches
What makes brand preferences Associations with brands available
Purchase behavior To identify:
Preference map
Ideal positioning
10
69% agree their 54% of survey
wrist watch is an respondents wear
95% of survey extension of their different watches on
respondents own personality different occasions
at least one wrist
watch
70% of survey
23% of survey respondents own 62% agree their
respondents more than 1 watch wrist watch is a
received watches reflection of their
as gifts social status
11
Purchase Criteria My Watch & My Image(Top 5)
Looks and Style Features Brand Warranty Availability Adventurous and daring
29%
Stylish
19%
Elegant
12
Which personal qualities matter to Information Sources
me ... Advertisements on
Determination TV
Resilience 6% Advertisements in
the press and
16% 29% 25%
22% billboards
Achievement
2% Friends and relatives
28%
12% 21% 24%
Humility
15%
Internet sites
Performance under
pressure
Brand Awareness Retail Stores
5% Titan
16% Citizen
15%
Timex
9% 15%
Espirit
12% Tommy Hilfiger
15%
13%
Titan Octane
Casio
Other
13
Brand Preference Map of existing brands in the same price range
Brand
LEGEND
Associations C - Citizen
Cas - Casio
TH - Tommy Hilfiger
TI - Timex
0 - MDS Dummy Variable
TO - Titan Octane
14
Watch has to fulfill all the needs of the wearer
Emotional – Reflection of his personality
Brand associations
15
Psychographic Profile of the
Target segment
• Young
• Enthusiastic
• Rebellious
• Appreciate the unconventional
• Active
• Impulsive
• Seek stimulation from the
new, offbeat and risky
16
Want to be
perceived as
Want to be stylish Want to be
perceived as perceived
the decision as
maker intellectual
EXPERIENCERS
Want to be Want to be
perceived as perceived as
multi- purposeful
Want to be
faceted
perceived as
driven
Associations with “Speed” do not capture the needs of the segment completely
17
Association with India is a cricket
motorsports Fit? crazy country
Associations with
Today’s youth want
energy, force and Fit?
more
“adrenaline rush”
18
Repositioning
Research not required
Review Reposition
5R©
Framework
Resonate Revive
19
Want to be
perceived as
Want to be stylish Want to be
perceived as perceived
the decision as
maker intellectual
EXPERIENCERS
Want to be Want to be
perceived as perceived as
multi- purposeful
Want to be
faceted
perceived as
driven
20
Personality of the target youth segment
I have a purpose which may be unconventional
I want to do more
21
22
Multi-brand strategy of Titan has clearly lead to confused
customers
Titan Sonata – cheap watch, Titan = lower end watches
Tanishq – Titan = some sort of jewellery company
Titan – Titan = good for gifting
Titan – Titan = my daddy’s watch – functional and reliable but ....
Conservative
TITAN OCTANE
BRAND
Trust, Reliability, DISSONANCE Passion, Fire,
Stability Drive
23
Drop from Titan Octane
24
Repositioning
Research not required
Review Reposition
5R©
Framework
Resonate Revive
25
Consumers don’t trust
corporations
70% Indians reported that they were
influenced by online comments
Consumers are constantly choosing what
they consume and when they consume it
Growing demand for
Prosumers - not only consuming more information
but also producing information
Consumers are co-owning
and co-creating brands
26
Linear is OUT
Non-Linear is IN
27
TRIGGER ACCESS ENGAGE
28
All channels must be
leveraged – if you
don’t take control of a
channel, someone else
will
Different stages of
the TAE Model lever
different media
29
OBJECTIVE
MESSAGE
IGNITED. I RUN ON OCTANE.
Octane is not just a watch, it’s a way of Octane reflects who you are – a purposeful,
life passionate and high energy individual
Octane is about being multi-faceted – Octane connects you with the like minded
being driven to do more people
MESSAGE ENDORSER
30
MEDIA CHOICE
http://www.exchange4media.com/e4m/others/youthbuzz.asp
31
OBJECTIVE
MESSAGE
Same as Trigger.
MESSAGE ENDORSER
Influential bloggers,
Product reviewers and
Octane owners - Octaners
32
MEDIA CHOICE
Out and About Lean Forward Lean Back
scheduled
demand
~
12%
Age Group
(yrs) %
Female 15-19 1%
Male 20-30 58%
88% 31-40 28% Primarily a domain of young
41+ 13% Indian male.
Source: BW Marketing Whitebook 2009-2010
33
OBJECTIVE
MESSAGE
INVOLVE ENGAGE ENGROSS
IGNITED. I RUN ON OCTANE.
Octane, a way of life, a way of your life
INTEREST
MESSAGE ENDORSER
Octaners
Fully engaged customers deliver a 23% premium over average customers in share of wallet, profitability, revenue, and
relationship growth, according to Gallup research, while actively disengaged customers represent a 13% discount on the
same measures.
http://www.greatmanagement.org/articles/329/1/Engaging-Customers----All-Day-EveryDay
34
MEDIA CHOICE
Blog, Gaming,
Events, Gym, IPTV, Interactive
Contests, Social
Disc/Pubs, Clubs Games
Networking
participate
www.RunOnOctane.com
35
ENGAGEMENT PLATFORM
www.RunOnOctane.com
www.RunOnOctane.com
36
WHEN WAS THE
LAST TIME
YOU DID SOMETHING FOR THE
FIRST TIME.
37
IGNITE SOMEBODY.
38
FUEL UP.
Campaign to get attract people to the portal www.RunOnOctane.com where portal acts as
bringing people up to speed on trends in spaces that are of interest to the target audience.
39
Repositioning
Research not required
Review Reposition
5R©
Framework
Resonate Revive
40
Create an
army of
Passionistas.
41
42
Lifestyle Integration Active Octane Support
Part of the
Conversation
RunOnOctane
Portal
Co-owner Dialogue
Community Product
Brand Ownership Product Reviews
Ownership Development
43
Repositioning
Research not required
Review Reposition
5R©
Framework
Resonate Revive
44
TRUST,
BRAND
SERVICE +
HEALTH
CLARITY
SHORT LONG
ENGAGEMENT ADVOCACY
TERM TERM Lower marketing costs
Online: #Registered Users,
User activity Consumer PR & Word of Mouth
Offline: Meets, events
TOPLINE DIALOGUE
45
Almost nil brand recall for Titan Octane
Non-personal and narrow
Style statement
Watch reflects personality Ignited. I run on
Octane
Research Octane is not a brand.,
it’s a way of life
Continuous brand health
Octane individuals are
monitoring
passionate, driven
Monitor brand perceptions,
individuals who always
acceptance, reach, customer Review Reposition strive for more
involvement
5R©
Framework
New communication
Engagement driven by both strategy is about customer
online and offline activities engagement
www.RunOnOctane.com Resonate Revive TAE model
Co-owners and Co-creators Ignite somebody
Octane Passionistas When was the last time you
did something for the first
time
46