Superbikes

PROMOTIONAL MIX AND MARKETING COMMUNICATION STRATEGIES

 Shree Chanakya Education Societie's
INDIRA INSTITUTE OF MANAGEMENT, PUNE.
2018-20.

INDIRA INSTITUTE OF MANAGEMENT, PUNE. 2

 A Presentation On

“SUPER BIKES”
‘ PROMOTIONAL MIX AND MARKETING COMMUNICATION STRATEGIES’

Presented By-
Mohnish Nair
Akshay Mete
Yugant Jumbde
Barakzai Khairullah
Sagar Raut
Janak Nawale
Umesh Khawale
Tushar Mistry

Under The Guidance Of:-

Prof. Girish Kulkarni Sir.

INDIRA INSTITUTE OF MANAGEMENT, PUNE.

3
 INDEX
 Introduction
 Promotion Flow
 Target Audience
 Objectives
 Design Communications
 Budget Methods
 Media Mix
 Measuring Communication Results
INDIRA INSTITUTE OF MANAGEMENT, PUNE. 4
 INTRODUCTION
 Brand Name: Bellatrix Motors.
 Tagline: “Innovative Power Brings Future”
 Model: Centaur( 390cc and 1200cc)
 Features and specifications:
1) Hybrid Technology. CENTAUR
2) Automatic Transmission System.
3) Navigation Enabled System.

INDIRA INSTITUTE OF MANAGEMENT, PUNE. 5

PROMOTION FLOW
Identify target audience
Determine objectives
Design communications
Establish budget
Decide on media mix

Measure results/ manage IMC

INDIRA INSTITUTE OF MANAGEMENT, PUNE. 6
TARGET AUDIENCE

Youngsters Bike Lovers

Racers/Bikers

SUPER BIKES

Customers
INDIRA INSTITUTE OF MANAGEMENT, PUNE. 7
 OBJECTIVES
 Brand Awareness  Category Need
I. Basic
II. Advance

INDIRA INSTITUTE OF MANAGEMENT, PUNE. 8

DESIGN COMMUNICATION

1) Message Content  Pre-Launch  Post-Launch

2) Message Structure Brand Ambassador

3) Message Format Features

CENTAUR

Full View

INDIRA INSTITUTE OF MANAGEMENT, PUNE. 9

BUDGET METHODS
1) Competitive Parity
2) Return on investment method

INDIRA INSTITUTE OF MANAGEMENT, PUNE. 10

 MEDIA MIX
 Pre-Launch:-
 TV Commercials
 Teaser Campaign on Social Media
 Create videos
 Influencer Marketing
 Build Suspense
 Take Pre-orders
 Events
 Reward Brand Advocate

INDIRA INSTITUTE OF MANAGEMENT, PUNE. 11

 MEDIA MIX
 Post-Launch:-
 Advertising Advertising
 TV Commercials
 Billboards
 Print & Broadcast
 Social Media

 Events Sales Media Events

Promotion
 Sports Activity Mix
 Street Activity
 Causes

 Words Of Mouth
 Sales Promotion Words Of
Mouth
INDIRA INSTITUTE OF MANAGEMENT, PUNE. 12
MEASURING COMMUNICATION
RESULTS

 Pre-Launch:-
 No. of Views, Likes, etc.
 Responses (Reviews)
 Pre-Booking
 Word of Mouth

INDIRA INSTITUTE OF MANAGEMENT, PUNE. 13

MEASURING COMMUNICATION
RESULTS

 Post-Launch:-
 Expected Sales Vs Actual Sales
 Customer Feedback
 Market Share

INDIRA INSTITUTE OF MANAGEMENT, PUNE.  Market Share 14

 THANK
YOU……..

INDIRA INSTITUTE OF MANAGEMENT, PUNE.

15