Mahindra Reva E2O- IMC Campaign

Integrated Marketing Communication- Final Project

Submitted To:
Professor Manoj Nair

Submitted By:

GROUP 9
Prabhat Sharma- 19A1HP066
Ayush M Agarwal - 19A2HP450
Sakshi Gupta- 19A3HP668
Antony Lawrence - 19A1HP098
Prateek Varshney- 19A3HP650
Aman Kumar Jha- 19A2HP474
Table of Contents

Sl. No Particulars Page Number

1 Executive Summary 3

2 Introduction 4

3 Situational analysis 4

4 SWOT 4

5 DAGMAR Approach 5

6 Ad agency Selection 6

7 Creative Brief 6

8 Media Planning 7

9 Communication Budget 9

10 Total Budget 11

Executive Summary
Future of the urban mobility will become electric and there is no doubt about it. The main
concern of automotive companies which are trying to bring their electric vehicle product
portfolio is resistance of the consumers to accept it, it is considered as a novel product among the
automobile industry consumers The following is an integrated marketing communications plan
designed by group 9 for Mahindra & Mahindra product Reva e2o. This plan includes a
promotion opportunities, advertising plan, promotions programs. There is also Additionally, a
media plan and methods of evaluating the budget of this IMC plan are described in this project.
To keep the retention of current clients and in the process attract new ones, many automobile
companies are turning to IMC (integrated marketing communications) campaigns.

Integrated marketing communications are used in automobile companies so that a diverse

combination of traditional and non-traditional marketing methods are used to promote a product
or service. Branding, Advertising, and public relations firms are beginning to incorporate the
practice of developing IMC and merging into different campaigns to better suit their clients’
needs in this case Mahindra & Mahindra.

Introduction
 Mahindra Reva E20, an urban electric car hatchback produced by Mahindra Reva Electric
Vehicles it was the previously known as REVA NXR. The E2O is the successor to REVA G-
Wiz which was developed using Reva's technology and has a mileage 100 km range (62 mi). In
March 2013, the electric car was introduced in India at a price ranging from 6.5 lakh
(US$11,900) to 8.5 lakh (US$15,670) depending on the city and prior to any subsidy. During the
first quarter of 2014, Mahindra is also preparing to bring e2o to the European market.

Situational Analysis
Customer Competitors Communication
a) Current Customers Since EVs does not have anyIt addresses the latest
Old Couples and housewives, direct competitions in Indian
communication methods used by
because the lack of gears in car markets, the competitors are
Mahindra Reva. Reva has its own
makes it easy to operate based on Price: platform to meet consumers
b) Former Customer a) Maruti Suzuki Ritz where customers can log in and
Some customers are dissatisfied b) Tata Zest update their car credentials, and
from it performance and also it c) Renault Pulse the amount of miles driven using
does not have good network of Reva cars and total fuel saved up
service center Competing brands of EVS in to date is also included in this
c) Potential Customers Foreign Market: website. It also offers charging
The working professional and a) Tesla Model S station details and other related
youth would be the potential b) BMW i3 information on the use of the
customers c) Fiat 500c vehicle and the advantages of
using Reva.
SWOT Analysis of the company
Internal Strengths Weakness
a) Low operating costs a) Price is higher as
of the car compared to
b) The car is suitable for conventional petrol
Indian Roads and diesel cars
c) Environment and User b) Low mileage and
Friendly speed
External Opportunities Threats
a) Lack of competitors in EV a) Technologies that are
segment of Indian more efficient than
Automobile market EVs can be a threat
b) Subsidy from government b) Other alternatives like
to both customers and LPG and CNG can be
manufactures may a threat
accelerate sales

Integrated Marketing Communication Objective (DAGMAR)

 Awareness  Developing Brand Awareness
Our IMC campaign's key and primary goal is to raise brand recognition
across different media outlets. Since the car's perception is really limited
and the reach to the target market is very poor. The resulting role of brand
awareness is sales, identification, recall,
Comprehension  Changing the attitude and beliefs
The E2O is currently described as an environmentally friendly car and a
women's car. For working professionals and young people, this belief has
to be altered and presented as a high-tech luxury vehicle.

 Building Customer traffic

In order to improve customer interaction and awareness of E2O, this can
be achieved by involving customers in participation in activities and
online competitions.

Conviction  Building of Customer Disposition

Customers are aware of the brand, its characteristics and its advantages at
this point, such as E2O being an environmentally friendly battery-powered
car and its high-tech features. The goal here is to make the brand a top-of-
mind brand (E2O).

Action  Enhancing Purchase Action

The main target at this point will be to shift E2O from being a top-of-mind
brand to a top-of-choice brand.

By following the DAGMAR approach, if we increase the Brand Awareness by 80% it will result
in at least 40% increase in comprehension ,where as 20% increase in conviction and also there is
8% increase in action which will influence in purchase of the car.

Selection of Advertising agency

We shortlisted the following advertising agencies

a) JWT
b) RK Ramaswammy
c) FCB-Ulka
d) DDB Mudra

The other agencies apart form DDB Mudra has conflict of interest with E2O and also lacked
domain expertise. The add agency selected by us was DDB Mudra.

DDB Mudra
DDB MUDRA is the external advertising agency we have picked. A member of the
Omnicom/DDB Worldwide Community is the DDB Mudra Group. It is the biggest integrated
network of marketing communications and services in India. It offers services such as
advertising, planning & purchasing newspapers, Digital , Health & Lifestyle, OOH, Product
Design and Visual Merchandising, Navigation Solutions, Experiential Marketing, Media, Data-
driven Marketing (Promotions, Events, and Rural).

The reason we chose Mudra is that they do not have E20 direct rivals as their customers, but they
do have car customers such as Ashok Leyland, Tata Nano and related customers such as Castrol
and shell. This would guarantee that no conflicts of interest would occur. Some of DDB Mudra's
latest awards are from CNBC TV18-Over Drive and Dignity Foundation Campaign India for
their respective Bluetooth and Wanted/Lost/Missing ad names.

Creative Brief
The different components of creative brief are as follows

 The objective
The key goal is to reposition the brand not only as an electric vehicle, but as a symbol of status
and also eco-friendly car that cares for the environment in different market segments. To do so
we need to develop brand recognition, enhance the reputation and personality of the brand and
also promote all the advantages and characteristics of the vehicle.

 The target audience

The target audience in divided in the following categories

Men-Women aged 25-35 years, a) They are concerned about the environment
Educated and working b) Mainly reside in urban and sub-urban areas
Professional c) Interested in tech savvy and features rich product

Men-Women aged 36-50 a) They are concerned about travelling swiftly within
 Educated, working and have a urban areas
family b) Focus more on safety of family members
c) Give importance to reliability, efficiency and
quality

Men-Women aged 51-65 a) Emphasize on ease of driving and operating

Educated, may or may not run a b) Emphasize on the safety aspects
family and, mostly are retired c) They focus more on relation while driving

 The Message Theme

USP:

 It is an eco-friendly electric car that operates on a battery and does not need any gasoline.
It is an expensive car that represents luxury and helps to meet not only the needs of the
ego but also the needs of self-fulfillment (as per Maslow's Hierarchy of Needs), as the
person who owns it will not only be proud to own the car, but would also feel that by
improving the world he has satisfied his needs for self-actualization.

Appeal

 Fear Appeal: Breaking of ecological balance, increasing global warming

 Emotional Appeal: leaving a pile of dust and atmosphere full of smoke and ash for
future generation or would you want to create a safe and beautiful world for them
 Economical Appeal: Are you tired of increasing fuel prices and wish for an alternative?

These three types of appeals can be used for TV ads

 Rational Appeal: Information about the characteristics and advantages that the car
offers. It would be an Ad with a balanced Right Brain and Left Brain appeal mix.

Tis appeal will be used in print ad and social media platforms

 Total Fuel Saved Meter

This is the meter for the overall fuel saved. This can be seen on the Mahindra Reva E2O website.
The Reva uses a mobile device which has a calculator built into it. By driving the vehicle, it
automatically calculates how much fuel a person saves and then the data is transmitted to their
server, where all the information is collected and consolidated and then displayed in the meter. It
can serve as an assist through the use of Reva to promote safe, fuel-saving and pollution-free
environments.

Media Planning
We will use multiple promotional activities through different media to promote our brand
Mahindra Reva E2O. A thorough planning of how and when what medium will be used is part of
Media Planning.

 Digital Marketing:

We will be using social media platforms like Instagram and YouTube to increase the traffic
on our website. Instagram account will used to maintain continuous customer interaction
whereas the YouTube channel will used as medium to advertise for Reva

 Advertisements:

 TV advertisement: As we targeted three groups, the teens, the middle-aged family and
the old couples, we decided to promote Reva with the aid of three distinct advertisements
targeted at each group.
As Virat Kohli (source factor) is chosen as the brand ambassador, he will also be a
successful representation of the middle-aged family person as he is a famous youth icon.
 Print Advertisements: We will promote Reva through various full-page newspapers.
For this reason, we will use Times of India, The Indian Express and The Telegraph to
provide advertising 5 times for a span of 3 months in each of the newspapers. We will use
the logical appeal that we will see showing the car and of the characteristics (use of
mobile apps, protection, cost efficiency, car characteristics, etc will be clearly stated via
the labels shown in the ad on the picture of the car.

 Mobile Applications:

In order to support Reva, we will also use a mobile game as this helps greatly involve clients
and create awareness. These games will be based on a premise that pollution and global
warming will depict the original planet as entirely destroyed. The SUVs and sports cars are
seen

The player begins the game by driving Reva and eating all the smoke monsters and using the
power of the sun to shoot out solar energy to kill the smoke and the pollutants by running on
the roads and leaving behind carbon footprints in the form of monsters. As the levels go
through, the car will get power and eventually reach the vibrant, beautiful, and pollution-free
world to complete the game. To create this game, Octroi India Games will be employed.
  Events
 In the upcoming car shows, we will organize a lottery where visitors will be asked to fill
up their details in the registration form and drop the counterpart in the lottery cup. The
lottery will take place on the last day of the expo, where the winners will be publicly
revealed. This will be held in the four metros and the winners will be given various
prizes.
 We will be working with Fab India to organise fashion events in various malls across
India. Via social media platforms, the clients will be informed to register for the event as
participants by uploading their portfolio. This will significantly boost the brand's
customer experience and image.

Communication Budget
For our communication budgeting, we have chosen the Target and Task process. This strategy
includes listing all the communication goals for the year and measuring the cost of achieving
each goal. For all targets, the contact budget reflects the total amount of the expected cost. The
contact will run for a period of 4 months in our case. We therefore have the budget estimated
accordingly:

a) Agency Selection
b) Selection of Brand Ambassador
c) Advertisements
d) Events
e) Gaming Application Development
f) Digital Marketing

 Agency Selection:

DDB Mudra has been allocated an amount of INR 8 crores for production of all advertisement in
different media

 Brand Ambassador:

We have chosen Virat Kohli for promoting Reva and have allocated INR 12 crores

 Digital Media:

In-House Advertising: We will be using In-house advertisement to promote our brand on

YouTube and Instagram

Total Cost= INR 3 lacs (Calculation attached in excel sheet)

 Print Media
We will do promotional activities is four different newspaper in 5 different cities for 6 days. 2
During Diwali, 1 During Christmas and 3 times normally in 2 months span. The total expense
allocated for Print Media is INR 16.68 Crores (Calculation attached in excel sheet)

 TV advertisement

We will be promoting the brand across News, Sports, Music and entertainment channel 4 times a
day during prime time. The cost allocated to it will be INR 95.90 lacs

 Events

Lottery in Auto EXPO

The prices will be divided in 3 segments

 1st price Car- 4.8-6.5 lacs

 2ns prize international tour to 20 people- 35000*20=7 lacs
 3rd prize 1-year car insurance to 50 people- 10000*50= 5 lacs

Total = 18.50 lacs

 Fashion Show Sponsor

There will be a total of 3 Fashion show event each costing 8 lacs so total cost allocated INR 24
lacs

 Social Media:

Social media will be maintained by in house digital marketing teams. SEO will be done
organically additional cost for Keyword research may range from 1000-5000 generally for each
keyword

 Gaming application development

Gaming app generally range from 7 lacs to 15 lacs depending upon the complexity of the game
we will be allocating 10 lacs for the gaming app from Octroi India
 Total Budget for the Campaign

Total Budget

Medium Amount

Digital Marketing 400000

Print Media 166800000

TV ads 9590000

Brand Ambassador 120000000

Ad Agency 800000

Events 5880000

Gaming Application 1000000

Miscellaneous 2500000

Total 306970000

The total expected cost for our campaign comes at INR 30.70 crores approx.