strategic roadmap for brand x
TRANSCRIPT
-
8/4/2019 Strategic Roadmap for Brand X
1/52
Strategic Roadmap for Brand X :A leading manufacturer of USB
and External drives
-
8/4/2019 Strategic Roadmap for Brand X
2/52
-
8/4/2019 Strategic Roadmap for Brand X
3/52
Brand X
Hard Drives
Flash Drives
Flash Cards
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
The dynamic combination of high
quality , innovative technologies and
eye-catching designs has made Brand
X a favourite with the consumers
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.
Decoding the Brand X Product Proposition -
-
8/4/2019 Strategic Roadmap for Brand X
4/52
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 of36% 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 upgradationand enhanced aesthetics and flashy designs, is introduction of new and innovative features like bio-
metric, 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 anti-
virus.Source Datamonitor Report
-
8/4/2019 Strategic Roadmap for Brand X
5/52
Over the last five years flash memory has been
gaining overwhelming popularity as the new age
storage medium replacing the traditionalmagnetic 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.
-
8/4/2019 Strategic Roadmap for Brand X
6/52
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
-
8/4/2019 Strategic Roadmap for Brand X
7/52Industry Growth Drivers
-
8/4/2019 Strategic Roadmap for Brand X
8/52
High DistributionLevels Growth ofthe retail market
Changingpreference to hightechnologyproducts
Urbanizationdrivingconsumption
levels oftechnologyproducts
Rise indisposableincome
-
8/4/2019 Strategic Roadmap for Brand X
9/52
Growing Indian Middle class ( The
Striver and Seekers put together )
Rising disposable income level of thisclass
Rising urbanization
Net birth + Migration adding on to
urban lifestyle
Source KPMG Report
-
8/4/2019 Strategic Roadmap for Brand X
10/52Identifying Industry Strengths and Weakness
-
8/4/2019 Strategic Roadmap for Brand X
11/52
Strengths
High demand for memory storageproducts
Rise in amount of Data that requires to bestored
WeaknessGovernment Regulations
Import Tax Structure
Opportunities
Rising income levels and consumptionpatterns
Demand for High End technologyproducts ( Tier ii and Tier iii cities )
Threats
Parallel Imports
Grey Market Products
-
8/4/2019 Strategic Roadmap for Brand X
12/52Identifying our target consumer group
-
8/4/2019 Strategic Roadmap for Brand X
13/52
Defining a overall target group for the
brand and Identifying generic behavioral
characteristics among them
-
8/4/2019 Strategic Roadmap for Brand X
14/52
Life is
governed
by rules and
norms.
Parents are the
key;
the influence is
both
Ways
pesterpower.
Individualitystarts 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
New found
freedom.Confidence at
its
Peak. Peers are
an
Influence. Not
very
focused on the
future.Live for today
10-14 Yrs 15-17 Yrs 18-24 Yrs 24-30Yrs 31- 36 Yrs 36 - 60 Yrs
Core Target Group
Source TGI
-
8/4/2019 Strategic Roadmap for Brand X
15/52
Understanding our consumer in detail
-
8/4/2019 Strategic Roadmap for Brand X
16/52
Rahul, A class 12th student at DPS School, New Delhi
Studys at one of the top most
schools in Delhi
Belongs to the SEC A1 category
Age - 18
Rahul, belongs to an affluent family based in South
Delhi, He calls himself a Techie and is updated about
the latest technologyproducts 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 hisfriends as a common
equipmenttoo so he prefers buying one which isexternally durable
-
8/4/2019 Strategic Roadmap for Brand X
17/52
Neha, A college student and aspiring fashion photographer
Studys at one of the top most
colleges in Delhi
Belongs to the SEC A category
Age - 19
Being a college student at St Stephens, New Delhi, sheis afashion 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
stuffon 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
-
8/4/2019 Strategic Roadmap for Brand X
18/52
Rajiv, A business development manager at an IT firm
Works at an upcoming IT firm
Belongs to the SEC A category
Age - 22
Working as a business development manager involvesmeeting 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
-
8/4/2019 Strategic Roadmap for Brand X
19/52
Once different sections of consumer characteristics
have been looked atTwo very clear product usagepattern appears
Storage OfData
Movementof Data
-
8/4/2019 Strategic Roadmap for Brand X
20/52
Identifying a much deeper consumerinsight by separating product proposition
-
8/4/2019 Strategic Roadmap for Brand X
21/52
Proposition is to differentiate these key attributesof our defined product and highlight the
storagefactor in devised communication
Confidence
Durability
Long Term
Proposition is to highlight the attribute of movement in case of this product line and
create perception differentiation
Character
Safety
Convenience
External Hard Drives Flash Drives
-
8/4/2019 Strategic Roadmap for Brand X
22/52
Identifying a relevant consumer connectfor Brand X
-
8/4/2019 Strategic Roadmap for Brand X
23/52
To understand and link the product proposition
to consumer emotion, we must first understandwhat does the data that our consumers store in
their peripherals mean to them ?
-
8/4/2019 Strategic Roadmap for Brand X
24/52
Pictures = Moments = Memories
-
8/4/2019 Strategic Roadmap for Brand X
25/52
Music = Entertainment = Personal
-
8/4/2019 Strategic Roadmap for Brand X
26/52
Movies = Entertainment = Personal
-
8/4/2019 Strategic Roadmap for Brand X
27/52
Work = Data = Personal
-
8/4/2019 Strategic Roadmap for Brand X
28/52
What ifwe try to collate all this to find what exactly
these forms of data mean to our consumer ?
-
8/4/2019 Strategic Roadmap for Brand X
29/52
We can confidently say that all the data that stored in these
peripherals , forms a part of our consumers LIFE
-
8/4/2019 Strategic Roadmap for Brand X
30/52
Now that we established what the stored
data means to consumer, lets understand
what movementmeans
-
8/4/2019 Strategic Roadmap for Brand X
31/52
Technically movement means transfer from one peripheral to another
-
8/4/2019 Strategic Roadmap for Brand X
32/52
But Movement also signifies -
-
8/4/2019 Strategic Roadmap for Brand X
33/52
Freedom to carry your stuff where ever you go Ease of usage To Carry
Ensuring safety of your belongingsOn the move With your stuff all the time
-
8/4/2019 Strategic Roadmap for Brand X
34/52
Our creative proposition aims to merge these insights to form a brand
proposition that connects with consumer emotion
-
8/4/2019 Strategic Roadmap for Brand X
35/52
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
Our Creative Proposition
-
8/4/2019 Strategic Roadmap for Brand X
36/52
Implementing our thought on a visuallycreative platform
-
8/4/2019 Strategic Roadmap for Brand X
37/52
-
8/4/2019 Strategic Roadmap for Brand X
38/52
-
8/4/2019 Strategic Roadmap for Brand X
39/52
Implementing our thought on a MediaPlatform
-
8/4/2019 Strategic Roadmap for Brand X
40/52
Cinema Hall
19.4%; 154
Movie
53%; 155
Social Networking/ Internet
34%: 229
Techno
savvy
30%; 212Travel / Leisure
26%; 110
News
67%; 167
Fashion/Art DesignSports/Gaming Music
Travel
Passion Points
Cricket
54%, 145Restaurant/Pub
47%; 128
Fashion/Shopping
22%; 129
Get togetherTV/Movie/Radio
Cricket/Sports
Movies
Music
Gadgets/Games
Source : TGI India 2010
The most relevant & engagingpassion points of TG
-
8/4/2019 Strategic Roadmap for Brand X
41/52
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 thatour communication is well received
Identifyingkey engagement triggers of target group
-
8/4/2019 Strategic Roadmap for Brand X
42/52
Identified media platforms to be usedSuggested
-
8/4/2019 Strategic Roadmap for Brand X
43/52
Experiential Marketing: An area specific medium whichwould showcase product attributes up front
Digital: A medium with high affinity; youthful identitywould help in getting the mind space.
Cinema: A high affinity medium would cover geography
effectively. Also explore the opportunity of the first mover.
Print: Occasional presence in market specific lifestyle
dailies.
OOH: To capture eyeballs in transit; effective local area
coverage.
-
8/4/2019 Strategic Roadmap for Brand X
44/52
Digital Media
P Fl
-
8/4/2019 Strategic Roadmap for Brand X
45/52
Process Flow
CoreOperating
Model
Traffic Generation
- Awareness campaign on GenreSpecific Websites
- Blog Advertising
- Google Ad-Words
Creating Engagement
- Social Networking
- Microsite
Divert Towards
-
8/4/2019 Strategic Roadmap for Brand X
46/52
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 anengagement platform(Facebook Fan Page and Microsite).
Engagement platform would be created on Facebook andMicrosite for Brand Xs consumers.
Both Facebook and Microsite to be interlinked with eachother.
Hence, all traffic generated through Facebook Fan Page willalso be linked to Microsite.
T ffi G ti K El t
-
8/4/2019 Strategic Roadmap for Brand X
47/52
Traffic Generation Key ElementsObjective Create Campaign Awareness among our core target through advertising on genre specific
websites
Genre Websites
Cricket Cricinfo.com, in.com
Music Hungama.com, Raaga.com
Movies Bookmyshow.com, Youtube.com
Games Zapak.com, Ezone.com
Information 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
-
8/4/2019 Strategic Roadmap for Brand X
48/52
Experiential Marketing
-
8/4/2019 Strategic Roadmap for Brand X
49/52
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.
-
8/4/2019 Strategic Roadmap for Brand X
50/52
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.
-
8/4/2019 Strategic Roadmap for Brand X
51/52
Budget Allocation
0.6
1.5
1.5
1.5
0.4
Budget Allocation ( 5.5 Cr. Rupees)
Digital OOH Press Activation Cinema
-
8/4/2019 Strategic Roadmap for Brand X
52/52
Thank You