Presented By

Team: Pan B
Team member:
Sourav Mahopatra
Debidatta Satapathy
Komal Jalan
1

q1

Mobile
promotional vans
Targeted towards highly price sensitive target
group

Completely free of cost

Promotional toll
free number

Simplicity of operation bought the not so tech

savvy rural populous into the fold

Basic handset
Give a missed call to listen to humorous dynamic
content for free and ads aimed at portraying watch as
a part of day today life

q2
Brand Attitude:
Value for
money product,
with
contemporary
design

1. Identify target audience

Mass Communication Channels:

Brand Purchase
Intention:

Advertisement in Regional TV channels,

Regional Celebrity endorsement

Point of sales
promotion

2. Determine objective

3. Design Communication

4. Select channels

Message
Source:
Regional
celebrity
Endorsement
Creative
Strategy:
Informational
Appeals

Message
Strategy:
Product-in Use
Experience
3

q2

communication
Attention

Puppet
shows
Drama &
Folk theater
Giant
cutouts
Regional TV

Communication

Interest

Desire

Wall
paintings
Direct
Postal
pamphlets

Action

Audio visual
vans
Point of
purchase
demos
Contests

Trail and
Demonstration

Personal
selling
Pre sales
service
(financing &
Emi
options)
Post sales
service and
relationship
building

Final sales
4

q3

Value
proposition:
Value for money
Ruggedness
durability &
utility
Demographics
Rural adult
population
Age :30+
Socio-Economic
status: R2 & R3

FASTRACK

Value
proposition:
accessory for
occasions,
premium value,
status signature,
gift for occasions
Demographics
Rural adult and
young population
Age: 20+
Socio-economic:
R1 & R2

SONATA

TITAN

TITAN BRAND/ SUB BRAND THAT WE WILL PROMOTE IN RURAL

AREAS

Value
proposition:
trendy , fit to
budget
Demographics
Rural young
population
Age :18-25
Socio-economic
status: R1 R2 &
R3

q4

local nonprofit
organizations
Local
entrepreneurs

Mobile Vans

A Holistic
distribution
& service
System
Govt. Banks and Rural banks (support system)

q4

Hub & spoke Model; Hubs: District centers, Spokes: rural areas within 60km radius
Distribution Beyond this area local entrepreneurs form a consortium to take franchise
Model

Local
entrepreneurs

Local nonprofit
organizations

Mobile
vans

Seed money for setup was provided by nationalized and rural branches
Titan function as guarantor

Provides necessary information about the potential channel partners

Useful for geographically sparse population and poor infrastructure

Services the demand generated at the remote franchise weekly

Catered by the mobile vans

After sales Fast service where the service centers in the form of mobile vans reach the customers rather the customers
visiting the service centers
service
7

q5

Converting IMFB customers to Titan

customers
Customer Relationship Management Program
Collect the IMFB
customers data

LEARNING

Analyzing customer
Data and
identifying target
customers

OFFER CHOICES
Rural customers prefer personalization as they have varied interests. Our
CRM program would offer customers a menu of rewards to choose from.
INCORPORATE CHARITABLE CONTRIBUTIONS
Titan would donate 1% of all purchases towards rural development and
employment programs

Implementing CRM
Program

ACTION

Developing a CRM
program

REWARD ALL TRANSACTIONS

To ensure we collect all customer transactions data and encourage
repeat purchases, the program would reward all purchases
FEATURE TRANSPARENCY AND SIMPLICITY
Rural customers need to be able to understand quickly when the will
receive rewards, what the rewards are, how much they have earned, and
how much they can redeem the points they have accumulated