strategic plan on a bike company

STRATEGIC PLAN 2015FOR BOROTAKIA

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Product: AUGEManufacturer: PIAGGIO Category: Automobiles and PartsModels: Auge Classic 150CC, Auge 150CC,

Auge 125CC, Auge 100CCUSP: Largest Fuel Tank, Sporty Look.Target Market: Age: 22-40Product Traits: Premium, Lifestyle, Speed, Safety Warranty: One year (Any kind of parts and body)Pricing: Less than Indian Bike,

more than Chinese Bike ©Zulker 2014

Brief from the client:

BOROTAKIA has set up their dealers in 60% of Bangladesh with exclusive bikes. The brand is known as AUGE. They have already spread out about 4 models in market. They want to create a strategic plan for AUGE to position uniquely in consumer minds.

Communication: Digital Marketing, BTLPhase: 3 phases (For One year).Focus: Petrol Pump, Automobile Shop,

Dealer Shop, Gears and Parts. ©Zulker 2014

Runner Automobile LimitedCompetitor:

A complete Motorcycle Manufacturer

Spare parts & Accessories

200 Dealers & 400 Sales Centers

4 series of motorcycles & 12 models

700 employees

14 yearsof successful journey

Fuel EfficientEICHER

Celebrity Endorsement

Stunt:Zero Degree(Film)

Six yearswarrenty

Runner Automobile Limited

Competitor:

Positioning:1. A vehicle for Mass2. As a Fuel efficient, Strong, Comfortable & Safe vehicle (EICHER)3. A s a Speedy, Stylish & Long Mileage (RUNNER)

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Borotakia Motors Limited

Posioning:

A complete

Automobile Training

AUGEApps

AfterSales Service

Awareness Maker Of Road Safety

A lifestyle

Largest Furl Tank

Sporty Look

Awareness maker to wear

Helmet

Engagement:Awareness

Video (Film)

One yearbodywarrenty

Digital Marketing

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Facebook Page Management

To keep the Augee Facebook Page updated.

Activity: Regular Update. Monthly 5 designs. Run the event. Run the online contest.

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Online Ad Placement To place online Ads focusing on the Auge Bike features.

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Online Ad Placement

Campaign with Online Sites To design the online campaign and place the adsin the most viewed online site and blogs. Like Priyo.com, Prothombarta.com

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Place of an Ad to run campaign

Position of an Ad Placement

Blog: Augee Bike

To create a own blog in wordpress.com

• Write the blogs from writer’s.• To endorse the mechanical students• Endorse the professor’s opinion from the public universities.• To upload the success stories of the Local Mechanic

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Pinterest: Augee Bike

To create an account at in pinterest.com

• TG: Female riders (Vespa).• Engage with their lifestyle

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Example: Honda campaign at pinterest.com

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Print Ad

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A Print Ad wishing best for the Bangladesh Cricket Team.

Print Ad

Context:

1. Manzarul Islam Rana’s accident during ICC World Cup 2007

2. A Severe Bike Accident.3. Month of March.4. Bangladesh is going to play Australia for ICC World Cup 2015.5. Recent death of Philip Huge.

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Activations

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Selfie Contest Campaign: How you feel without your head.

Activity: A booth on campus. A bike will be kept there. And the couple, friends will sit there and will take their photographs. They will give their selfie pose. Every edited picture will be uploaded in Borotakia Page.

• Registration • Instant Facebook like• Instant gift.• Other Game

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Campaigns

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Campaign on: Two Second Rule

Vehicle Speed Approximate Feet Vehicle Will Travel in 1 Second

2 Second Rule Distance

25 m.p.h. 37 ft. 74 ft. Back35 m.p.h. 52 ft. 104 ft. Back45 m.p.h. 66 ft. 132 ft. Back55 m.p.h. 81 ft. 162 ft. Back

When the vehicle ahead of you passes the object, count "one-thousand-one, one-thousand-two." You should not reach the object before you count to one-thousand-two. If you do, you are following too closely. Most rear end collisions are caused by the vehicle in back following too closely.

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Campaign on: Two Second Rule

We want to inspire the following drivers to maintain the 2-second rule to determine a safe following distance.

Platforms:

1. Overpass/ Over bridge of Highway 2. Reflective Sticker.3. Signal Pole4. Whiteboard Animation (Awareness video)

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Road Sign: Two second rule

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Campaign at Cinema Hall

• Awareness Video before starting the cinema.• Celebrity Endorsement (When any film has been released, the hero of the film will say ‘ Wear helmet before you ride your bike’)

 Rationale: To meet the Driver and the Rider

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Campaign: with Helmet Manufacturer

A campaign with helmet manufacturer and sellers to promote their helmets and to aware riders wearinghelmets under BOROTAKIA Banner

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Exhibitions

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Antique Bike Exhibition:A platform to show their antique bikes in a gallery. The riders will exhibit their antique bikes there.

Rationale:Those riders keep their antique bikes in garage. But they don’t want to ride those on Bangladeshi roads.

Activities:• The riders will be invited.• Registration of Rider’s club members.• To create a unique biker society.

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Training

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Free Training for the Mechanic:

• Target Area: Bangla Motor, Chankhar pool, Mirpur, Mohammadpur, Rayer Bazar, Hazaribag.• Authorized certificate and hanging frame.• Light box, written: Automobile supports are available

• To train the local auto mechanic free and provide them a certificate• To make them authorized mechanic

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Contest

©Zulker 2014

A short film making contest at university.

Short Film Making Contest

Details:

1. 10 universities.2. Targets: 10 films3. Duration: 2 minutes.4. Platform: YouTube and Facebook.5. On –Air: A TV Channel

Subject:

Safety and Security,Stunt,Love, andLifestyle etc

©Zulker 2014

©Zulker 2014

THANK YOU