The annual FCB Ulka Commstrat event takes place in December.
Teams of 3 battle it out inhouse before the best go through to the final competition. Each year we see several groups face off for the prestigious slot. MD, AV and I tried for it this time.
The central theme revolved around the auto sector, specifically the two wheeler segment. India is seeing a growth in the scooter segment of around 20 percent, YOY. With the geared segment falling back and women increasing the demand for gearless ones, the race is on for grabbing potential customers. Hero Honda Pleasure, the bike under contention was the topic under study. Its positioning, given by - "Why should boys have all the fun?" was something we had to look at. After several respondent entries, it boiled down to this - dont come out with another bike. Protect and build the current variant with as many VAS (Value Added Services) to ensure extended awareness and trust for the brand. After all, Pleasure has been around for only a year or so.
The first deliverable in the case asked - should Pleasure be repositioned? Will u target a unisex appeal for the scooter? Our team had the judges bowled over... no two ways about that. The look on their faces said so. They appreciated the effort and stress we laid on brand awareness through our ad headlines. We had in effect, created or rather extended the usage of the brand by highlighting several aspects of the young (and modern) Indian woman. A super feeling .. getting that spot on right.
Deliverable #2 was asking for the feasibility of launching a new bike. Using the secondary data we had, we didnt feel the need for a 2nd bike. A 2nd bike indicated clutter in the growing segment. And once we decided, we stuck to our strategy.
Although our first take was great, the lack of another to push it to perfection did us in. Take a bow. We were eliminated.
But I did feel a certain joy inside, the thrill of having secured a slendid first answer. I wont regret our decision to fall back without a new launch. Stats and interviews told us so. Either way, it was a great learning for us. I know i loved it.
Theres always a positive one can take home from any venture, be it a failure or a success.
Cheers to MarkRaga!
PS - this is the 1st post to be typed & uploaded from my recently purchased Nokia E61i !!!
Subscribe to:
Post Comments (Atom)
Posts
4 comments:
Hey Amol ,
learning experience that’s what counts for longer term. Hope u enjoyed thoroughly.Well even I strongly believe that we should repositioned that brand 4 Unisex by doing window dressing 2 product like Active and in Communication strategy- putting Tag line 2 Brand which should sounds ….4 unisex e.g. ‘Passion comes 4m Driving’
Anyway things didn’t work out @ ur end …. that is d reason we didn’t participate in this competition. Well it is good u guys made an attempt
Regards
Now i know why u were asking...
We always knew for a fact that winning does not matter but taking part does, simple fact of life yet so true. I guess you learn a lot from defeat then from success.....
That’s right Krunal , in fact one learn from his mistake provided he shouldn’t repeat it.
Learning from past experience is the best policy.
Regards
Post a Comment