Bosch’s strategy for corporate campaign

Media:
• MICO opened up just for project B3
• Conduct meaningful dialogue with media to avoid speculation
• Maximize media coverage by announcement of investments
• Familiarization trips for media people in Bosch facilities of Germany
Employees:
• Increase the visibility of Bosch within company to develop confidence and strong word of mouth publicity
• Multi Level, Multi Lingual , Multi Cultural communi8cation was planned
• 3 Levels were implemented- Audio, Visual , Verbal
• Audio- Power of We message and anthem unveiled
• Video- Series of posters reflecting the spirit of belonging to Bosch
• Verbal- Interaction by Team leaders to explain about advantages of collaboration
OEMS and Opinion Leaders:
• Least challenging
• Planned to use it for good word of mouth
• Highlighting the benefits of change using road shows to give hands on experience, mass media campaigns.
• Corporate campaign launched through print and outdoor media
• Target audience were Section A,B aged 25 years. Television media was ruled out because audience were very niche