Are You Ready For The Challenge?
” There are dreamers & there are planners; the planners make the dreams come true”
Yes, everyone wants to create ground-breaking ads. But, do not underestimate the power of a media planner. If you think you want to spend your next few years helping brands reach out to the right audience, this competition is for you.
Registration is closed now. Submission can be made till 16th Oct 2022 EOD by clicking here.
Introduction
India is a unique country with its own set of opportunities and constraints for businesses. One such big opportunity is the festive season. Running across four months (Aug to Nov), the Indian festive season covers many popular festivals like Janmashtami, Onam, Ganesh Chaturthi, Dussehra/Durga Puja, Karwa Chauth, and Diwali. These festivals not only mark the months of celebrations and holidays but are also important for purchase.
Like most citizens of the country, businesses also eagerly wait for this season to lure customers with a range of offerings like new launches, discounts, gifts, and also heart-touching content. It is estimated that about 40% of sales for any business happen during the festive season. Hence, it is no wonder that brands across categories and segments join hands together to celebrate the great Indian festival of shopping.
One of the categories that witness a very high demand during the festive season is automobiles. There are many reasons for the same but the driving factor behind it is the belief that the festive season is an auspicious occasion to make high-ticket purchases. Hence, the demand for investment-heavy items like cars, two-wheelers, real estate, home appliances, furniture, gold, etc. as well as lifestyle items like clothes, gadgets, home décor, and FMCG increases. In response to this, brands also come up with new model/design launches, offers and discounts, and gifts.
Campaign Brief
The festive season is around the corner. A well-known two-wheeler brand in India (with a market share of ~5%) wants to launch a campaign at a brand level targeting the metro cities with the objective of increasing footfall to its dealership showrooms. Following is a campaign brief for the same:
Total budget: INR 4 Crore (to be spent during the four months of the festive season Aug-Nov)
Product: Range of Two-wheelers
Target Group: Male/Female in the age group of 18-50 years, NCCS ABC
Target Geography: Mumbai, Bangalore, Delhi NCR, Hyderabad
Objective: To increase the footfalls during the festive season.
The Approach
- You have to plan a media campaign based on the campaign brief shared above.
- To make the process easier, feel free to use any existing two-wheeler brand with a comparable market share to understand the products and marketing approach. Do mention the brand name in your document.
- You can consider the macro-environmental factors affecting the sector like inflation, Covid-19, drop in demand for entry-level two-wheelers in recent months, etc. This will help you decide the tone of the message you would like to send across.
- There are no restrictions in terms of formats of media assets and the allocated budget doesn’t include the cost of creation of these assets.
- You can pick any one of the approaches for planning and scheduling the campaign with justification for your selection
| Media Selection | Scheduling |
| All selected media to run campaigns simultaneously | One continuous campaign running across the month |
| Pick a media, run a campaign, and keep switching | Multiple campaigns are scheduled during various points of the festive season with breaks in between targeting different cities |
For example, you choose to run 3 TV campaigns with 3 different creative ads to be run 2 weeks before Ganesh Chaturthi, Dussehra and Diwali respectively.
- We do not expect a detailed media plan but we would like to see a list of suggested media with a suggested budget and campaign duration.
- Following is a graphical representation of the customer’s journey to purchase a car (RHS). Each step in the journey is marked by a set of activities (LHS). You can use this diagram to plan the type and tone of the ad campaigns. Look for stages where showroom visits happen and the activities that take place during this period.
The Presentation
The approach has to be presented in the form of an article covering the following topics/header (You can include/exclude one or more based on your approach):
- A brief introduction of the industry (2-wheeler automobile segment in India- Big players, Market Share, Marketing & Advertising trends)
- The problem statement (Your understanding of the campaign brief)
- The constraints (The pandemic, Indian Economy, Low Demand)
- Suggested content- Ad formats, Ad examples, Ad messages
- The top advertising options (A brief introduction of the advertising media and the reason to select them and suggested budget)
- Suggested campaign schedule
- Mention how did you use different websites/Data Sources to make the plan.
Terms & Conditions
- This competition is open to college students only (undergraduate and postgraduate).
- You can work individually or in a team of up to 3 people.
- You have to submit your entry in a .docx or .pdf format before 16th October at 11:59 pm by clicking here.
- In case of any plagiarism, the entry will be disqualified.
A Few Resources To Help You
- Our website for 3 lakhs+ advertising options with other details of ad rates and reach.
- TMA MASH Tool: A tool that suggests the media mix for advertising based on past campaign data.
- Automobile sector 2021 Advertising Report
- Report on Indian Festive Season Shopping Behavior 2021
- Last but not least: In case you feel overwhelmed, here’s an example to help you visualize your article.
The Rewards
- Prize money of INR 6,000 for the best article, INR 3,000 for two runner-ups.
- Certificate of recognition for the top 3 teams.
- Publication of the top three articles on the company website (blog) with a short bio of the winners.
- The best article will be a part of our monthly newsletter sent to a database of 1 lakh+ brands/advertisers/agencies.
Evaluation Criteria
Following are the three criteria on which the entries would be evaluated:
- The choice of advertising platforms and the reasons to select them.
- The suggested campaign schedule.
- The writing and presentation style. The minimum suggested length of the article is 1000 words. Usage of graphs, tables, and bullets would get you extra points.
Choosing the winners was not an easy task for us, as we got massive participation and we thank everyone for sending in their entries.
So here we announce the winners of the contest who aced their way to be the top 3, you guys are on your way to becoming true marketeers. A big shout out to you guys
Winners
1st Position
Prathyusha is a 22 Year old MBA Student at DoMS, IIT Madras, with a background in Accounting and Finance. She eyes a career charting into Finance and Marketing and is passionate about writing prose, poetry and academic constructs. Her areas of interests lie beyond the world of MBA, she enjoys sketching, singing and listening to music, and designing.
Rohan is a 22 year old MBA student at DoMS, IIT Madras. He’s interested in Marketing and hopes to make a career out of it. He indulges himself in following different sports around the world, reading books and listening to music. He’s also an avid quizzer and by extension, a quizmaster.
Entry: THE 2 WHEELER MARKETING CAMPAIGN: FESTIVAL SEASON
Evolution of The 2 Wheeler Market in India
The 2 wheeler market in India has been one that has seen a lifetime of evolution, potential, impenetrable growth and creation. Today, India is proudly home to a two-wheeler production sector that contributes nearly 7% to the Indian GDP. However, the trail of its development can be traced well back to the early 20th Century.
In the Late 1940s, Bajaj Auto traded in imported Vespas. At this point, there was no local manufacturing undertaken in the country. However, the 1950s brought the spark of home-production. The API/Automobile Products of India, started manufacturing two-wheelers. Till the Late 1950s- the market was a duopoly. API, and Enfield were the sole 2 wheeler producers.
Till 1971, Bajaj Auto and Piaggio jointly manufactured Vespas commencing in the Early 60s. Some of the other early manufacturers included Ideal Jawa and Escorts. The 1980s breeded the emergence of entrants, as the market opened up to foreign competition. Hero Honda became a major player considering their production of fuel efficient low power bikes. Demand increased, the industry growth was nearly 14%, and all of this lead to a peak volume of 1.9mn vehicles in 1990.
Unfortunately, the Early 1990s saw a drastic fall in demand. This resulted in a decline of 15% in 1991 and 8% in 1992, causing a production loss, and the subjectivity of all major producers to the recession in 1993 and 1994. Currently, the market leaders are Hero MotoCorp, Honda Motorcycle, TVS Motor and Bajaj Auto.
Status Quo: COVID-19, The Economy, Constraints
In a world whose future lies in technology and manufacturing, the 2 wheeler market has rejuvenated with it. The Status Quo depicts a production volume of 18 million 2 wheelers as of Fiscal Year 2022, with the types of 2 wheelers including, but not limited to scooters, sports bikes, street bikes, cruisers, adventure tourers and more. The market is projected to grow at a CAGR of 3% between the forecast periods of 2022-28.
Sources: Economic Times and Mobility Outlook
When Covid-19 struck in 2020-21, the Indian two-wheeler industry witnessed one of the sharpest contractions in demand. Economic stress, high fuel prices, increase in two-wheeler price due to new regulations, increase in raw material costs and critical component shortage due to supply chain issues, also contributed to reduced demand for two-wheelers. The situation was such. Indian two-wheeler production fell by 12.8% to 18.4 million units against 21 million units in FY 2019-20. Domestic sales plunged by 13.2% to 15.1 million units against 17.4 million units in the last year. Exports fell by 6.9% to 3.3 million units against 3.5 million units in FY 2019-20.
No doubt, the post pandemic recovery has been observed. Major players, however, are showing polar opposite trends. On one hand, Honda is observed to become one of the biggest OEMs in India, whereas players such as Bajaj Auto have lost their market share.
Considering such varying situations, the question is- what are some of the major constraints for a two-wheeler segment?
Constraints
- Economy – The Pandemic, Low Demand and Shortage in the Supply of Ancillaries or Parts necessary to produce the two-wheelers have been a huge detriment. For example, high commodity and input prices have resulted in a 22% price shoot-up of two-wheelers in the market.
- Technological – The machines available to create the production parts, adoption of new technology and flexibility of factory resources to trends plays a huge role.
- Political/Legal – The various regulations and policies related to product manufacturing affects the two-wheeler market.
- Financial – Interest Rates for a 2 Wheeler Loan, Vehicle Resale Value also play a role in how the two-wheeler is sold in the market.
- Others– Product Convenience, Changing Consumer Behavior and Family Size, Emerging Products in alternative markets such as e-bikes and an increasing focus on eco-friendly/sustainable products has had its own effects on the two-wheeler market.
The Problem Statement
To build a multimedia campaign that increases Suzuki’s dealership showroom footfalls during the festive period from August to November, with focus on 18 to 50 year old people from Mumbai, Bangalore, Delhi NCR and Hyderabad.
Building the Statement
Festive season- Aug to Nov generates 40% of the annual business.
Chosen comparable two wheeler brand(market share abt 5%): Suzuki(4.04%).
Target- 18-50m/f in Mumbai, Delhi,
Location- Bangalore and Hyderabad.
Objective- Increasing dealer showroom footfalls.
Approach
- Feasibility Check on Available Ad Options.
- Identify Ad Format, Messages and Creatives.
- Drive into Specifics with Budget Mapping.
- Scheduling and Plan of Action.
- The Expected Outcome and The Way Forward.
Feasibility Check on Available Ad Options
Ad format, message and examples
1. Text: Advertisements in this format, such as newspaper print ads are crisp and get through to potential customers quickly. They could catch the attention of such a customer, if they were looking for a two-wheeler themselves, and thus lead to a conversion.
2. Video: Such advertisements provide an immersive experience to viewers and can stay in the viewer’s memory for a long time, if designed properly. They can be placed in a multitude of platforms, from TV to apps like YouTube.
3. Image: When placed in the right place, an image-based advertisement can easily lead to more footfalls in the dealership. Much like text ads, these don’t take much time to understand and capture the attention of people already searching for a two-wheeler to buy.
4. Digital: The next big thing of marketing for quite a few years now, digital marketing is continuously evolving with each platform that pops up and explodes.
Google Ads and Search Result Page marketing are a very cost-efficient and simple way to advertise online, while reaching a precisely targeted mass of potential customers.
Social media is an equally large platform, with Instagram boasting of over 230 million Indian users, a bulk of which falls in the age range of 18-50. Instagram ads will heavily benefit Suzuki and reach the target audience.
Audio ads are a fairly recent phenomenon that has gained popularity with the rise of podcasts and music streaming platforms. Disruptive as they are, they catch the attention of the listener very easily, and are a useful way to gain top-of-the-mind awareness.
5. Transit: The 4 metro cities– Delhi NCR, Mumbai, Hyderabad and Bangalore– have well-established public transport systems featuring metros and buses. With the volume of traffic that these systems see everyday, it is only natural that they are an ideal platform to market a two wheeler, for commuters tired of the daily grind on crowded vehicles. The ads could be placed beside the route map, where it would catch a lot of eyes.
6. Message: Given that two-wheelers have a fairly long customer decision journey, this marketing campaign would not be targeting people that are yet to decide that they need a new vehicle. Instead, it would target potential customers that are evaluating alternatives, and give them a nudge towards Suzuki, so as to get them to visit the showroom, where the leads are converted to sales.
The ads would entice the potential customer to the showroom with promises of festive offers, or in the case of a transit ad, prove to the customer the benefit of owning a two-wheeler.
This budget has been designed by taking an average of the population across the cities, and then mapping the respective parameters to ascertain the allocation amount.
The following page provides a detailed view into how the budget has been designed.
Budget Design
- Digital Influencers: We believe that the promotion of two-wheelers by using current digital influencers in three formats – Instagram Reels, Youtube Shorts and Youtube Ads can help garner the youth crowd towards buying the product.
- Social Media: Instagram and Youtube are both powerful tools to promote the product. On instagram, using Facebook for business, a Brand Awareness Campaign, and a Leads and Conversion Campaign can be run for maximum reach, due to which a cost-per-view mechanic has been applied for each of the four cities. On youtube, an In-Stream Skippable Ad Campaign can be run.
- Spotify has a very large user base of nearly 433 million in India. Tapping on the Audio Branding Ads using Spotify AdStudio, and coupling it with Video Ads will help enable reach.
- Newspapers with coverage worth “15 lines” of content on both Times of India and Deccan can help with creating impactful ads.
- Billboards and Hoardings at multiple points, and displays across local transits can help with a quick retention of the ad when someone captures it.
- Furthermore, Google Display Ads and Search Engine Optimization can help pull up the targeting holistically.
Scheduling
We believe that the peak months between the festival season are September, and October. Most of our target advertising is along those periods.
Schedule ahead of Major Festivals:
AUGUST
- Raksha Bandhan- Aug 11 (Ads on 7,8,9,10 Aug)
- Janmashtami Aug 19 (Ads on 16,17,18 Aug)
- Ganesh Chaturthi Aug 31 (20th Aug onwards)
SEPTEMBER
- Specific to Dussehra and Diwali- (3 Oct Onwards)
OCTOBER
- Dussehra Oct 5 (16 Sep onwards) Diwali Oct 24
NOVEMBER
- After Festival Sales Ad if Necessary.
- Ganesh Chaturthi in Mumbai, Dussehra in Delhi, and Diwali across can also be specific scheduling targets – where greater number of ads can be used.
The Expected Outcome and The Way Forward
1. From the creatives and the ad format, we expect the sales to show a very gradual change amidst August and the commencement of September, and a major increase in October.
2. Mumbai is the best of the four markets to tap into. Our recommendation is to skew the creatives a little further there, followed by Bangalore – considering quicker adaptability.
3. Today, the market is moving towards eco-friendly products and sustainability. It isn’t just about attractive offers, and fancy product placements anymore. It is about using the right channels, and the right products.
4. E-bikes have become a major emergence in the two wheeler market now. People are more likely to buy something when a cause is attributed to it. Therefore, the focus shouldn’t just be on the advertisements. The scope must be broadened in the following ways:
- 3 Lens Test: Desirable, Viable, Feasible
- Target Market Behavior: Is my product meeting their preferences?
- Festival Desires: What do people prefer in this season?
In a market like India, the scope for two-wheelers is one of endless possibilities. It truly depends on one thing – how well can one understand the consumer behavior, and tailor the ads to achieve user conversion? Perhaps a strategy such as this one will tell.
1st Runner Up
Sujeet Chaubey is a mechanical engineer and avid learner in field marketing, trying to create the perfect marketing experience with business analytics. At the IIM BODHGAYA, Sujeet learned the importance of applying classic marketing techniques to modern brand strategies from experts in the field, including industry exposure. Recently he is consulting fortune 500 brands on sustainability in operations to create a deep-rooted impact in the industry.
Satyam Munot is a Computer Engineering graduate from Pune University. He is currently pursuing MBA at Indian Institute of Management Bodh Gaya. He has a total of 3 years of professional IT experience with Tata Consultancy Services, India. His hobbies include reading and travelling. He aspires to have a professional career in the field of Marketing and wants to be a leader who would contribute to society.
Srishti Bhat is a BBA gold medallist from PES University, Bangalore, currently pursuing MBA from IIM Bodh Gaya. She has been awarded the CNR Rao and MRD Scholarships for being in the top 2% of the batch for all 6 semesters of BBA. She has majored in marketing and has interned with start-ups as a digital marketer. She aspires to have a career in the field of marketing and help create a better business ecosystem.
Brief Introduction to the Industry: –
- Fun fact: 2-wheelers are the most selling automobiles in India!
Being one of the most important components of the automobile industry 2-wheeler segment has undergone significant changes over the years due to a shift in the policy environment. It consists of three divisions Viz. Scooters, Mopeds, and Motorcycles. According to SIAM figures 80% of the total automobile unit sold in 2003-04 were 2-wheelers. This is the most vibrant segment in the Automobile sector.
Trends of the last 5 years show the industry has seen growth at a CAGR of 19% which is more compared to cars.
After reaching its Peak in 2019, the industry has also seen some downfall in terms of units sold due to the unprecedented Covid-19 Pandemic. But given the market need and the pace at which the country is recovering, the automobile industry posts a huge amount of potential to the consumer market.
Indian 2-Wheeler Market unit sales stood at 21.2 million units in 2019 and would reach sales of 26.6 million units by 2025 displaying a reasonable CAGR of 2.6% over the forecast period (2020-2025).
Major Segments-
- Mopeds- This particular segment targets women customers. Almost 40% of the customers in this segment are women.
- Motorcycles- This segment generally targets men in the country but the number of women who ride motorcycles is also rising.
- Scooters- This segment is used by both sexes. Irrespective of gender, scooters are more convenient and can be used for multipurpose as they offer more power than Mopeds.
Market Share of the 2-wheeler industry: –
Based on the chart below 2-wheeler industry stand at a whopping 81% market share. Followed by cars and other commercial vehicles. Looking forward, IMARC Group expects the market to reach 42.2 million Units by 2027, exhibiting a CAGR of 18.6% during 2022-2027.
Big players in the 2-wheeler segment: –
The Indian two-wheeler market is dominated by Hero and Honda with a 42% market share. The entry-level bikes offered by Hero Moto Corp are extremely popular and are used for daily commutes. Bajaj Auto holds a 24% market share and has made a good space for itself in the market. Bajaj Platina and Bajaj Pulsar are a few of the most popular models offered by Bajaj. TVS Suzuki comes next with a market share of 18%.
There is a growing craze for premium motorcycles and Royal Enfield is the choice of most consumers – holding a market share of 7%.
KTM is also emerging as a strong player in the market for premium motorcycles.
| Company | Maximum Units Sold | Market Share |
| Hero and Honda | 761700 | 42% |
| Bajaj Auto | 431308 | 24% |
| TVS Suzuki | 326357 | 18% |
| Royal Enfield | 25504 | 7% |
The Constraints
Pandemic impact: –
Auto dealers – Auto dealers have faced major problems. There are presently more than 15,000 auto dealers which include two, three, and four-wheelers across India. They were not able to transport vehicles during the lockdown period.
Auto Suppliers – Because of their significant reliance on immigrant labor, auto suppliers are expected to face more delays after the shutdown, resulting in a cascading impact on the entire evaluation chain. Vendors are dealing with liquidity issues that could result from a waning market situation, which would be hugely troubling for the entire production network.
Finance Companies – Because of the challenges in determining a user’s credit value, these financial firms are anticipated to shoulder the burden as credit evasions are predicted to rise as well as the number of new loans is predicted to decline. The effects of COVID-19 are anticipated to put pressure on suppliers of used vehicles, mobility services, and aftermarket services, whose financial support depends on ferocious growth projections.
Sales – COVID‐19 affected the sale of new automobiles, especially in the month of February 2020. In a country like India, many automobile industries such as TVS and Mahindra have stopped their production sales due to the lockdown and likewise many sectors have been affected.
Suggested Content: –
Ad Formats: –
- Digital Marketing: –
Platform 1: YouTube
Advertisement type: Video.
Description of ad: A 6 second bumper ad and a 15 secs pre-video ad.
The main aim is to create an association of festive celebrations with buying a new vehicle and also influencing them to visit our dealerships. An emotional connect can be created by showing how vehicles bring people close during the festive season and it should depict families welcoming the festive happiness by buying a new two-wheeler.
Scene 1: depicts a child in her new festive clothing during Diwali, waiting eagerly for her dad to return home with the new bike he has bought! As soon as she sees him from far away, she runs to the door and is elated by seeing the new bike.
Scene 2: A father buys his son his first bike for Diwali and he is delighted with the surprise gift!
The ad ends with – “this Diwali, welcome the festive happiness with XYZ bikes! Special Diwali offers waiting for you at your nearest dealerships!”
Similarly there are suitable ads for each festival – each coveying that if they walk in to the nearest dealership they will be able to avail the festive offers
The bumper ad: after running the first ad for about a week, the bumper ads will also be targeted to make sure the message reaches the audience and is registered in their mind. The six seconds ad shows the features of the bike and conveys the 20% off only for the festive season- in the nearest dealerships, creating a sense of urgency to buy.
Budget- 15,00,000.
Platform 2- Influencers Marketing on social media + social media ads
Advertisement type- A video or a photo post from selected influencers
Description of ad-self shoot videos or photos of the products with reviews. (The influencer will talk about the offers given by the company and how they are extremely beneficial and will also give an honest and detailed review of the bikes).
The social media ads can be for platforms like Instagram and Facebook, where most of our target audience are present. These ads can be targeted specifically at people looking to buy a bike, people interested in offers and sales, and people from the age of 26 to 55 years)
Budget- 20,00,000.
- TV commercials: –
Platform- News channel and Star Channels.
Advertisement type- Video
Description of ad- A 15 secs in between ad. (Showing a family getting ready together and leaving the house in hurry. Everyone is in a hurry picking their stuff and leaving as soon as possible in their best dresses! The father is making sure everyone leaves on time. We see that even the neighbours are in a hurry to leave the house and then it is revealed – when there are offers this great at XYZ showrooms, everyone will rush in here this festive season! Join the festivities with us and avail great offers!).
Budget- 50,00,000
- Prints: –
Platform- Newspaper Pamphlets, Automobile Magazines, and Public transport hoardings.
Advertisement type- A4 page print.
Description of ad- a poster explaining the brand’s new launches with key features.
Budget- 15,00,000
Ad examples: –
Ad Messages: –
This festive season, welcome happiness home with us!
Top Advertising Options and reasons to select it:
| Mode | Platform | Reason | Budget |
| Digital | YouTube | Large user base (more than 2 billion)Affordable and hassle-freeGenerates more user engagement.2nd largest search engine.Targeted and effective. | 15,00,000 |
| Digital | Influencer Marketing on social media | increases brand awareness and reach builds credibility and trust.Boost SEO, ROI, and bottom line.Drive purchase decisions | 20,00,000 |
| TV | News channels and Star channels | Works better for a larger audience, especially households.Second screen advantage.TV adverts are full-screen.Drive customers online. | 50,00,000 |
| Prints | Newspaper advertising | Classified Advertisementwide circulation.More affordablecan appeal larger crowd.Results can be tested quickly. | 15,00,000 |
| Prints | Automobile Magazines | exact target market.Spin-off brand benefit.Brand power Measurability | 10,00,000 |
Campaign Schedules: –
Background Study: –
- Market Analysis: – Market analysis and current trends check has been done through the IMARC group.
- Stats and figures: – Stats and figures attached in the documents are from Statista and content provided by Media Ant.
- Future projections: – Google search and media links provided by Media Ant.
- Marketing Strategies: – Referred to the ads and campaigns of already established brands in the industry, their marketing strategies and product mix.
2nd Runner Up
An engineer turned marketing enthusiast, I like to plan and strategise content. Creating and telling stories is something which I enjoy the most.
I am Nirabhra Chanda, Born and brought up in Bilaspur (Chhattisgarh), did Electronics and Telecommunication Engineering as an undergraduate, currently pursuing an MBA from GLIM, Chennai. Worked as a Sales Manager for a café as an internship, Also worked as a part-time assistant professor for Applied Mathematics at Government Engineering College, Bilaspur. I like to play chess and do photography.
My name is Mehlam Tumsa, and I am passionate about football, video games, and practising piano. I am currently pursuing an MBA from GLIM, Chennai. I wish to gain an expertise in marketing and pursue a career in marketing management at a top firm.
A brief introduction of the industry (2-wheeler automobile segment in India- Big players, Market Share, Marketing & Advertising trends)
India, with an estimated 37 million motorcycles/mopeds, was home to the largest number of motorised two-wheelers in the world. The Indian two-wheeler market reached a volume of 15.2 million Units in 2021. Looking forward, IMARC Group expects the market to reach 42.2 million Units by 2027, exhibiting a CAGR of 18.6% during 2022-2027. So the Indian market for two wheelers is increasing day by day, and so the marketing competition is also increasing. Currently, cars constitute just over 13 percent of the vehicle population in India, while two-wheelers constitute more than 70 percent.
The competitive landscape of the industry has also been examined with some of the key players being Hero MotoCorp Ltd., Honda Motorcycle, and Scooter India Pvt. Ltd, TVS Motor Company Limited, Bajaj Auto Ltd., Royal Enfield Ltd. India, Suzuki Motorcycle India Pvt. Ltd., Yamaha Motor India Pvt. Ltd., Triumph Motorcycles (India) Private Limited, BMW India Private Limited, Ducati India Private Limited, Ather Energy Pvt. Ltd., Revolt Motors, Lohia Auto Industries, Okinawa Autotech Pvt. Ltd and Ola Electric Mobility Pvt Ltd.
This is the market share of the two-wheeler industry in India in the year 2021.
This data clearly states that Hero MotoCorp has the highest market share in the two-wheeler industry. But excluding Hero MotoCorp, Honda Motorcycles, TVS, and Bajaj automobiles are the big players.
Marketing and advertising trends.
There are 5 different ways in which we can advertise our marketing plan:
- Influencer.
- Television.
- Print.
- Radio.
- Digital.
These are the popularity index which companies used as an advertising tool. Popularity index of advertisement in years 2020-21
Television: Television marketing is a growing market and very popular in metropolitan cities. Approximately 49% and 38% of advertisement volume are captured by cars, and two-wheelers respectively. TVS and Tata motors have the largest share in television marketing at 15% and 9% respectively.
Now in the breakup of brands, TVS Jupiter has the greatest advertisement volume of 9%.
News and Movies channel is the major two genres where the auto sector prefer advertising, the net volume of advertisement which are 52% and 17% respectively. These two media include about 70% of advertisement volume share.
Time band analysis shows that afternoon and prime time consist of 18% and 39% ad volume which is about 55% of ad volume in total.
Print Media: As we know in marketing digital media marketing connects people with emotions and printing media, gives specifications of the product. That is why printing media is very important for the automobile industry.
Two-wheelers have the largest share in printing advertisements followed by the car industry, 42%, and 37% respectively. Under that Hero, MotoCorp (14%) has the highest advertisement volume followed by Honda motorcycles (9%) and TVS Motor Company (8%).
Breakout of printing advertisement on the basis of zones, the popularity of printing advertisement.
This shows North zone has the highest campaign through printing. And in terms of cities, Mumbai and Delhi are the top two.
Radio: On radio, cars, and two-wheelers together have 70% of ad volume, with 48% and 21% respectively.
State-wise sharing of auto advertising on radio
Advertisement for the auto industry is preferred in the evening and morning.
Digital: Digital has the highest percentage of ad volume at 56% which is the highest among all of the advertisement media. Two-wheelers consist of 29% of the ad volume share.
Following the Car industry which is at the top with 35%. Ather Energy is the leader in digital marketing advertisement volume, followed by TVS Motor Company, Maruti Suzuki, and Tata Motors with 11%, 10%, 5%, and 5% respectively.
• The problem statement (Your understanding of the campaign brief) .
The constraints and problem statement.
We are defining the constraints in two ways:
Micro Level:
1. Pollution and Government Policies: Due to the increase in pollution in metropolitan cities, the government and consumers are shifting their choice to public transport.
2. Increase in traffic Jams: In metropolitan cities, the increase in vehicles is the biggest problem, Lot of traffic jams cause constraints to buy new vehicles.
Macro Level:
1. Petrol Prices: The prices of petrol are increasing due to a lot of reasons like the Russia Ukraine War, and the value of Indian rupees against the American dollar.
2. Post-Covid Conditions: Because of covid most of the work is done online, so there is a need to buy a new vehicle.
Due to many constraints as mentioned, the buyer has skeptical to buy a new two-wheeler, and the purchase rate of two-wheeler is gone down, as mentioned we made an ad campaign to increase the footfall of customers in the festive season for two-wheelers.
Suggested content- Ad formats, Ad examples, Ad messages
The main focus would be given to digital media, 75% of the campaign should be digital and the remaining part would be the traditional media. The campaign would revolve around the tag line “Kitna Milega” which is the famous desi way of asking, how much mileage the vehicle has. This tagline has been used widely and etched to the hearts of Indians for generations. This tagline would be translated to regional languages based on the targeted region.
The digital ad campaign would be a combination of direct paid ads on social media platforms like Instagram and YouTube and a combination of offline print Ads prior to the festive season.
The product taken in consideration is a modern sustainable two-wheel scooter with sophisticated features like USB charging ports, long battery life, and with lower emissions, so the brand campaign would be a mixture focusing on key features of the scooter and ever-changing consumer taste toward sustainable products.
The top advertising options
With the major focus on digital media, the major motive will be to bring in maximum engagement from the users. The campaign will involve collaborations with social media pages like Power drift and moto vloggers like Dinos Vault, Ridergirlvishakha, etc.
The key plan would be hosting a riding tour spanning around a week with the social media page and moto vloggers as collaborators and they will ask to make organic-looking social media posts and reels revolving around the product.
The posting of the content generated would be done all throughout the festive season spanning three months. The budget estimate for the campaign would be as follows:
- Cost for organizing the riding tour: ₹10 Lakhs
- Social Media Campaign Budget:
- Onboarding Social Media Pages and Influencers ₹50 Lakhs
- The cost per social media post is ₹10,000 to ₹50,000
- Cost per social media Reels ₹25,000 to ₹75,000
- Traditional Media Campaign Budget:
- Newspaper ads in coverage could cost around 20 lakhs to 30 lakhs before the onset of various festivals.
- Hoarding and bus shelter advertisement 1 Lakhs to 5 Lakhs in areas of high footfall.
Suggested campaign schedule
The schedule of the campaign would be planned in such a way that the major ride tours would happen at least two weeks before the major festivals from Pujo to Vijayadashmi to Navaratras to Diwali.
The campaign would start from Mid of September and will go all through till January.
About The Media Ant
The Media Ant is a 10-year-old company in the AdTech space. We aim to disrupt the traditional process of executing ad campaigns through a physical media agency and replace it with a self-serve advertising platform. The platform should work equally well for both online and offline media.
This platform will empower any advertiser, irrespective of their budget and level of marketing understanding, to be able to go ahead and launch a campaign.
The Media Ant is the winner of various startup awards and is used by more than a million users every year. Please visit our website (www.TheMediaAnt.com) to learn more.
For any queries about the competition, write to us at Help@TheMediaAnt.info
