strategic plan on a bike company
TRANSCRIPT
STRATEGIC PLAN 2015FOR BOROTAKIA
©Zulker 2014
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)
©Zulker 2014
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
©Zulker 2014
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
©Zulker 2014
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.
©Zulker 2014
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
©Zulker 2014
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
©Zulker 2014
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