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TITAN OCTANE

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How to close the gap in
marketing communication?

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Repositioning
Research not required

Review Reposition
5R©
Framework

Resonate Revive

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Geographic Demographic Socio-Economic Behavior

Professionally Usage pattern


Metros Male qualified – Both work
Mini -Metros 22-28 years Junior to mid- wear and
level executives casual wear

WHO WHAT

WHY
Market Segmentation
and
Targeting Needs

Masculinity
Fast pace
Energy
Style

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 Positioning Strategy

Indian Youth
Indian youth Indian youth
leading a fast “Be Speed”
loves motor want “adrenalin
pace,
sports and rush” – speed,
ambitious, “Adrenalize”
racing energy, power
active life

 Marketing variables aligned to communicate the positioning


 Product - watch dial designed as dashboard
 Promotion – featuring bikes as a cue for adrenalin rush

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Repositioning
Research not required

Review Reposition
5R©
Framework

Resonate Revive

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Understand the
purchase behavior and
brand preferences for
wrist watches

Research Objectives

Identify the ideal


positioning for Titan
Octane

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Research
Design

Qualitative Quantitative

Exploratory Conclusive
Focus Group
Discussion Web Survey

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Qualitative Quantitative
Method Focus Group Discussion Web Survey
Sampling Executive MBA Students Executive MBA Students, Working
Frame Professionals
Sample Size 3 X 6 = 18 60/600
Objective To explore To evaluate:
 Attitude towards wrist watch  Associations with wrist watches
 What makes brand preferences  Associations with brands available
 Purchase behavior To identify:
 Preference map
 Ideal positioning

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69% agree their 54% of survey
wrist watch is an respondents wear
95% of survey extension of their different watches on
respondents own personality different occasions
at least one wrist
watch

70% of survey
23% of survey respondents own 62% agree their
respondents more than 1 watch wrist watch is a
received watches reflection of their
as gifts social status

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Purchase Criteria My Watch & My Image(Top 5)
Looks and Style Features Brand Warranty Availability Adventurous and daring

Purposeful and driven


6%
11% 35%
Intellectual

29%
Stylish
19%
Elegant

I prefer wearing a watch that ... 0% 5% 10% 15% 20% 25%

... I bought myself ... Was gifted to me


Looks and Style
Brand
31%
Associations
69%

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Which personal qualities matter to Information Sources
me ... Advertisements on
Determination TV

Resilience 6% Advertisements in
the press and
16% 29% 25%
22% billboards
Achievement
2% Friends and relatives
28%
12% 21% 24%
Humility
15%
Internet sites
Performance under
pressure
Brand Awareness Retail Stores

5% Titan

16% Citizen
15%
Timex
9% 15%
Espirit
12% Tommy Hilfiger
15%
13%
Titan Octane
Casio
Other

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 Brand Preference Map of existing brands in the same price range

Brand
LEGEND
Associations C - Citizen
Cas - Casio
TH - Tommy Hilfiger
TI - Timex
0 - MDS Dummy Variable
TO - Titan Octane

Looks and Style

Titan Octane is not the preferred brand of the Target Audience.

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 Watch has to fulfill all the needs of the wearer
 Emotional – Reflection of his personality

 Psychographic – Lifestyle needs such as occasion based needs

 Functional –Time keeping : Just a hygiene factor

 Self selection drives usage


 Within a given price range, the most important purchase criteria
are:
 Looks and Style

 Brand associations

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 Psychographic Profile of the
Target segment
• Young
• Enthusiastic
• Rebellious
• Appreciate the unconventional
• Active
• Impulsive
• Seek stimulation from the
new, offbeat and risky

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Want to be
perceived as
Want to be stylish Want to be
perceived as perceived
the decision as
maker intellectual

EXPERIENCERS

Want to be Want to be
perceived as perceived as
multi- purposeful
Want to be
faceted
perceived as
driven

Associations with “Speed” do not capture the needs of the segment completely

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Association with India is a cricket
motorsports Fit? crazy country

Associations with
Today’s youth want
energy, force and Fit?
more
“adrenaline rush”

Thus, a need for repositioning TITAN OCTANE

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Repositioning
Research not required

Review Reposition
5R©
Framework

Resonate Revive

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Want to be
perceived as
Want to be stylish Want to be
perceived as perceived
the decision as
maker intellectual

EXPERIENCERS

Want to be Want to be
perceived as perceived as
multi- purposeful
Want to be
faceted
perceived as
driven

Re-position to have the best fit with the target audience

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 Personality of the target youth segment
 I have a purpose which may be unconventional

 I have the energy to stretch myself beyond my capabilities

 I make my own choices

 I want to do more

 I am not afraid of failures as I have the drive to bounce back

 I ignite the world of around me…

Brand re-positioning to match the personality of the target youth

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 Multi-brand strategy of Titan has clearly lead to confused
customers
 Titan Sonata – cheap watch, Titan = lower end watches
 Tanishq – Titan = some sort of jewellery company
 Titan – Titan = good for gifting
 Titan – Titan = my daddy’s watch – functional and reliable but ....
Conservative

TITAN OCTANE
BRAND
Trust, Reliability, DISSONANCE Passion, Fire,
Stability Drive

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Drop from Titan Octane

 Give Octane an independent brand identity.


 Product must carry the Octane logo, not just Titan
 Not something new for Titan.
 Titan has done it before both at low end with Fastrack and at the high
end with Xylys.

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Repositioning
Research not required

Review Reposition
5R©
Framework

Resonate Revive

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Consumers don’t trust
corporations
70% Indians reported that they were
influenced by online comments
Consumers are constantly choosing what
they consume and when they consume it
Growing demand for
Prosumers - not only consuming more information
but also producing information
Consumers are co-owning
and co-creating brands
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Linear is OUT

Non-Linear is IN

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TRIGGER ACCESS ENGAGE

THE TAE MODEL

Awareness Desire Action


& & &
Interest Intent Engagement

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 All channels must be
leveraged – if you
don’t take control of a
channel, someone else
will

 Different stages of
the TAE Model lever
different media

 All channels must


convey a consistent
message
TRIGGER ACCESS ENGAGE

Key Driver: Customer Engagement

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OBJECTIVE

Create awareness about the brand Octane


Communicate brand personality of Octane
Generate interest in the target audience to actively seek more information about Octane

MESSAGE
IGNITED. I RUN ON OCTANE.
Octane is not just a watch, it’s a way of Octane reflects who you are – a purposeful,
life passionate and high energy individual

Octane is about being multi-faceted – Octane connects you with the like minded
being driven to do more people

MESSAGE ENDORSER

Chetan Bhagat, Rahul Bose, Prasoon Joshi

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MEDIA CHOICE

Out and About Lean Forward Lean Back


OOH, Malls,
Book & Music Newspaper,
TV, Radio
Stores, Magazines
Gym, Pubs
scheduled

  

http://www.exchange4media.com/e4m/others/youthbuzz.asp

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OBJECTIVE

 Consistent Octane experience on the company website


 Internet search optimization, get octane site among the top three search results
 A positive and consistent image of the product from blogs and product reviews
Information on how to purchase the product

MESSAGE

Same as Trigger.

MESSAGE ENDORSER

 Influential bloggers,
 Product reviewers and
 Octane owners - Octaners

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MEDIA CHOICE
Out and About Lean Forward Lean Back

RSS Feeds, Cinema, Movies


Mobile
Internet on Demand, DTH

scheduled
demand

  ~
12%
Age Group
(yrs) %
Female 15-19 1%
Male 20-30 58%
88% 31-40 28% Primarily a domain of young
41+ 13% Indian male.
Source: BW Marketing Whitebook 2009-2010

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OBJECTIVE

Communicate that Octane enables user ABSORB


conversation

MESSAGE
INVOLVE ENGAGE ENGROSS
IGNITED. I RUN ON OCTANE.
Octane, a way of life, a way of your life

INTEREST
MESSAGE ENDORSER

Octaners

Fully engaged customers deliver a 23% premium over average customers in share of wallet, profitability, revenue, and
relationship growth, according to Gallup research, while actively disengaged customers represent a 13% discount on the
same measures.
http://www.greatmanagement.org/articles/329/1/Engaging-Customers----All-Day-EveryDay

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MEDIA CHOICE

Out and About Lean Forward Lean Back

Blog, Gaming,
Events, Gym, IPTV, Interactive
Contests, Social
Disc/Pubs, Clubs Games
Networking

participate

  
www.RunOnOctane.com

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ENGAGEMENT PLATFORM

www.RunOnOctane.com
www.RunOnOctane.com

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WHEN WAS THE
LAST TIME
YOU DID SOMETHING FOR THE
FIRST TIME.

Campaign to get people to do more and share their stories on www.RunOnOctane.com

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IGNITE SOMEBODY.

Campaign to get people to encourage others to do more. www.RunOnOctane.com to act as


the rallying point.

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FUEL UP.

Campaign to get attract people to the portal www.RunOnOctane.com where portal acts as
bringing people up to speed on trends in spaces that are of interest to the target audience.

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Repositioning
Research not required

Review Reposition
5R©
Framework

Resonate Revive

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Create an
army of
Passionistas.

Co-owners & Co-Creators


© Graham D Brown http://www.mobileyouth.org/wp-content/uploads/2009/09/slide092.jpg

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Lifestyle Integration Active Octane Support

Part of the
Conversation

RunOnOctane
Portal

Co-owner Dialogue

Community Product
Brand Ownership Product Reviews
Ownership Development

Creating Brand Advocates

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Repositioning
Research not required

Review Reposition
5R©
Framework

Resonate Revive

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TRUST,
BRAND
SERVICE +
HEALTH
CLARITY

Projected vs. perceived Permission to market


Coverage and reach Engagement, partnerships

SHORT LONG
ENGAGEMENT ADVOCACY
TERM TERM Lower marketing costs
Online: #Registered Users,
User activity Consumer PR & Word of Mouth
Offline: Meets, events

% Increase in sales Product development insights


Events, causes, projects

TOPLINE DIALOGUE

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Almost nil brand recall for Titan Octane
Non-personal and narrow
Style statement
Watch reflects personality Ignited. I run on
Octane
Research Octane is not a brand.,
it’s a way of life
Continuous brand health
Octane individuals are
monitoring
passionate, driven
Monitor brand perceptions,
individuals who always
acceptance, reach, customer Review Reposition strive for more
involvement
5R©
Framework
New communication
Engagement driven by both strategy is about customer
online and offline activities engagement
www.RunOnOctane.com Resonate Revive TAE model
Co-owners and Co-creators Ignite somebody
Octane Passionistas When was the last time you
did something for the first
time

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