PR PLAN FOR MotoT

Situation Analysis:

 India’s smart phone market is booming and is predicted to grow even

faster in the coming years. During 2019, about 53 million smart phones
were sold in India, and the market is projected to double in 2022.

 Currently, about 50 per cent of the market is dominated by Samsung and

Xiaomi.
(source for above -http://www.business-standard.com/india/news/enters-
smartphone-marketrcom-/500695/)

 The latest entrant in this category is Lenovo, the world’s second largest
maker of personal computers. Lenovo has tied up with Reliance
Communications and has launched several models of smart phones
ranging from Rs 6,499 going up to Rs 28,499.(
http://www.firstpost.com/tech/lenovo-launches-5-android-smartphones-in-
india-starting-at-rs-6499-511811.html)

 India is a unique market for smart phones. According to Facebook, India

has the maximum number of people who access Facebook through their
smart phones instead of their computers. It is estimated that in 2012, 22
million and 21 million Indians used smart phones for Social Networking
and Application respectively. *

 The age group from 18-24 had the highest ownership of Smartphones in
2012*

 According to a perception study that I conducted, I found that the target group
prefers the following qualities in a smart phone:
1. Good apps
2. Operating systems suitable to PC
3. Affordable prices

PR Objectives:

 Generate maximum visibility for the brand online and offline

 Create a brand image to support transition from PC maker to Smartphone
player
 Be seen in stories along side existing players
 Give the brand a “youth connect”

For this exercise, I have named the smart phone -MotoT

TARGET GROUP:

 College and school going students

 Young professionals up to 25 years of age

KEY MESSAGES:
  MotoT is a youthful trendy brand that offers smartphone features at an
affordable price
 MotoT is for the new generation
 MotoT is loaded with popular applications at an affordable price

PR and social media strategy:

The strategy followed is the idea of building curiosity in the minds of
the target audience in the pre launch phase by putting focus on teasers that hint at
the phone being called ‘Trendy’.

TACTICS
Before the launch:

 Online Medium:

i. A campaign on YouTube, days before the launch;

Tie up with the release of Iron Man 3 this year (24th April).
Just as the Iron Man suite dismantles into different parts with
the machines helping in disassembling it, in the same way a
PC can be shown dismantling in to something compact and
small (a rectangle box with bold colors) and then appears a
question mark on the box stating “This is the new Trendy.”
This can be put on the login pages of Facebook and also on
YouTube and as you are allowed to skip an ad on YouTube in
5 seconds, within these five seconds this ad will be complete
and hence will initiate curiosity in the minds of the viewers.

ii. On Twitter;
MotoT’s brand ambassador (a famous youth icon like Shahid
Kapoor, with 19,88,099 followers and also declared as MTV
Youth Icon) on Twitter should start a hash tag “#istrendy”
along with a link to the YouTube ad to make his followers
guess what this “trendy” object can be and hash tag it. It will
also contain a note that this product will be custom made for
the top 10 right guessers and will be delivered to them on the
day of launch.

iii. Online Ads showing 3 phones shaped keeping in mind

phones of the competing 3 brands (Apple, Dell and Samsung)
with colors white, grey and black accompanied by a
statement “Living in the world of grey, white and black? ”…(A
rectangle, size of a phone with bold colors flashes), then it
states “We get you the new trendy.”

 Offline Medium:

i. A band event should be organized with 2-3 bands (Indian

Ocean, Euphoria, Parikrama) performing live at an evening at
a particular venue and passes can be given out and the
banners in the venue should arouse curiosity of the audience
by stating, “You are a step closer to the New Trendy.”
 ii. Flyers at colleges, and small posters at coffee shops and such
youth attracting places can be put up stating “The New
Trendy, 7 days to go”. This will make the youth more curious.

iii. Talk shows on the radio discussing what this “Trendy” could
be.

iv. Tabloids like Bombay Times covering articles on the band

event and including the “Trendy” mystery that the banners
projected during the event

 The Launch:

A dramatic launch will create news about the new product and will become
popular as a viral video –making it connect with the youth.

 At the airport in Mumbai, there will be a couch kept with a huge

board on top of the couch that says ‘ Switch ON to play’ with an
arrow pointing towards the couch and MotoT (the product) will be
kept on the couch. After someone (a person passing by or if people
are shy then and insider has to) sits on a couch and switches on the
phone, and as the switch-on tune is heard, suddenly 10-15 people
from the moving airport crowd will just show up in front of the
couch and start dancing (professional dancers, like the video
application on the phone). They leave and in a flash a Mexican band
starts performing with mandolin, bongo etc (projecting the music
app on the phone). They leave and a table (with rollers attached to
it legs) sweeps in the middle where a woman and a man sit to eat
and plates embossed with ‘ Italian, Mexican, Chinese and other
cuisine names are served by a waiter, (to project the app for
searching places to eat). As the table is removed, two diners get up
and take off their over coats inside which they are wearing Spanish
traditional dancing dresses and they start to tap dance. As they
move out, 5 people with painted bodies come in front and stand
close to each other and their body paint forms a GPS map (for
navigation app). After this, a boy on a skate board comes in and
starts doing stunts (like its done in a skateboard gaming app on a
phone) and after the viewers (on the couch and the people passing
by) are astounded, some seconds later the banner from the board
above the couch comes off and now they can see the board showing
the image of the phone saying “ MotoT- the new trendy”.

This whole event will be filmed and released as a viral video. The
film will also be shared with print and TV media so that they cover this event.

i. At another function, MotoT Brand Ambassador (youth icon,

Shahid Kapoor) should launch the phone in a grand event,
which will be held in Mumbai (Taj or Trident), which will be
witnessed by celebs from Bollywood and other famous
 people as guests who can get the attention of the media. The
press including press photographers will also be invited for
this function. They will be given information about MotoT
and will also meet senior officials of the company and the
brand ambassador.
 The 10 winners of the custom made phones will be
handed over the phones by the brand ambassador at
the grand event.

 It should be announced that a Treasure Hunt would

be organized in the city where the celebs will team up
with winners of a contest. The rules will be displayed
on the website of the phone.

 Shahid Kapoor can also create a media buzz by stating

that he has gifted this phone to Priyanka Chopra.

 After the launch:

 Online Medium:

i. The MotoT’s Face book page will be kept active by sharing

info about the phone, events planned, promotional offers,
etc.
ii. The MotoT website will ask people visiting to post hilarious
or fun videos taken from their phone. Along with the video
they will also comment on what they like about the phone
and their best application. This will encourage people to
visit their website where they can see additional
information about the phone. Funny videos will also result
in others visiting the website for checking out the videos of
their friends.
iii. A You Tube channel of these videos could also be launched.

iv. After the 10 winners have been chosen they will be

asked to gather at a particular venue and a date will be
announced which will be a week or two weeks
after. ????

The above activities will provide sustained visibility for the

phone and will help the youth engage with the brand.

 Offline Medium:

 1. Immediately after the launch:

i. The details, people in the team (celebs and the winners)

and a little teaser of the contents of the treasure will be
given to a newspaper (Bombay Times).

ii. The teams will be given the phone with GPS map to track
the places and the first spot will be mentioned on the map.
After reaching the first spot the person stationed there (in
 black) will give out the clue (by flashing what is written
onscreen of the phone) to the teams who then will crack
the clue and go to other places where similar people will be
standing with the clue.

iii. The winning team will be given the phone each along with
the treasure.

iv. The media covering can be told that as there were no paper
chits (for clues) and paper maps (to navigate) was used,
hence this event was also eco-friendly (to attach an angle of
human interest).

2. As the target audience is the youth, college festivals will be targeted. MotoT will
associate with college festivals through sponsorships, stalls, banners, etc. One idea
that will increase people visiting the website will be to take one random picture of a
participant or a person from the audience of the festival (with their permission) and
put it up on the website of the phone as the ‘pic of the day’ and also the winner of a
free phone.

3. MotoT will also associate with music programs, music concerts or reality shows on
MTV, Channel V and Bindass. They can be ‘powered by’ MotoT. VJs in these shows
could be shown using this phone

4. In addition to event related media, MotoT will have an

aggressive media strategy that will keep the brand alive in
the media for a sustained period across the country. Media
targeted will be mainline papers in English and regional
languages, tabloids, magazine read by youth. Articles on
the phone’s features and affordability compared to the
phone of competitive brands, even though it has similar
apps and equally good operating system and connectivity
can be shared in the technology sections of the magazine
(GQ, Femina, Time Out etc). MotoT will also participate in
industry stories on smartphones. Surveys on smartphone
usage amongst the youth could also be shared with the
media.

PRESS RELEASE:

XYZ announces the launch of their new smart phone MotoT

April 30, 2012

Mumbai – XYZ, the PC giant has launched their first Smartphone in India named MotoT. Priced
from Rs 6000 to Rs.12000, the phone offers several unique applications and an optimum
operating system at an affordable price. The launch took place at Hotel Trident in Mumbai. The
ceremony was attended by many celebrities from Bollywood. The Brand Ambassador, Shahid
Kapoor revealed the phone.
MotoT ---------------write a few lines about the phone. Pick from the net

Mr. , “XYZ’s India Managing Director India said, “Having witnessed success in the PC space
where we are currently No 1, our entry into the smartphone category is a strategic move that
reinforces our commitment to lead technology and innovation across the four screens.”

About XYZ
XYZ opened its first store in Finland in 1995 and is owned by Tim Douglas. It came up with its
first PC in 2000 and since then has been excelling in this field going shoulder to shoulder with the
other leading brands.
Known for its innovation and user-friendly gadgets, the company also intends to maintain its
commitment to environmentally friendly business practices. For more information, please visit
www.MotoT.com
Contact
To learn more about this product, please contact
Kabir Singh, Media Relations
95, Ganpatrao Kadam Marg,, Lower Parel, Mumbai
Office: (022220694)
mslhamner.com

RESULTS:

 The launch of the phone is grand and creates a media buzz

 The ‘youth connect’ has been established
 Abundance of media coverage (offline and online) for sustained time

* According to various surveys