Mahindra Flyte

Media Plan

Submitted by Team Name: Mavericks Team Members: Maithili Kapileshwarkar Sandhya P Shreya Suresh Sneha Ann Cecil

• Targeted Market o City commuters- Tier 1 and 2 cities

• Targeted Audience

o Female (Age 16 and 24)

• Media o 360-degree multimedia campaign, encompassing print, electronic and online

media o Covert ads (Movie In-Placement) - 3 Idiots and Chashme Baddoor

• Mahindra Flyte re-launched as “Power Scooters”, along with the Mahindra Rodeo and

the Mahindra Duro with Kareena Kapoor as the brand ambassador

• Major activation -

When the movies with the covert ads were screened, Flyte was exhibited in the

respective multiplexes along with newspaper campaigns based on the same

• Marketing Objective –

To increase sales and market share, more product awareness and promote the Unique Selling

Proposition of the product (the front fuel tank, the fibre body, largest under seat storage and the

robust build of the power scooter).

• Advertising Objective –

To create visibility and product recall in the minds of the audience in the targeted 52 “1 Mn+

population” cities for the five months period from September to January. Advertising mainly

remains focused on the print and OOH ads.

• Creative Objective –

Introducing the new campaign “Ink your Flyte” enabling customers to get a unique custom

design on their scooters. This campaign will be promoted through TVCs, digital and social media.

• The new media mix will focus on:

o Reaching the target audience through regional newspapers and magazines

o Increasing product awareness through Out Of Home Media

o Regional television channels featuring the ad campaign

o Overcoming the absence on social networking sites

Media Objective

• Mahindra Flyte is in the introductory stage of the Product Life Cycle, the reach of the product

is vital to its success

• Mahindra Flyte has recorded a low sales volume (2300 –June 2013 in comparison to Activa:

65500- June 2013). Hence the primary objective of the campaign is to increase the visibility of

the vehicle

Competition

• Honda Activa, Honda Dio, TVS Scooty Pep, Suzuki Access 125, Hero Honda Pleasure and Yamaha

Ray

• The market share of Honda stands at 51%, Hero at 21%, TVS at 12%, Suzuki at 9%, Yamaha at 4%

and Mahindra at 2%

Target Audience:

• Commuters looking for a robust, dependable vehicle for everyday use

• Both men and women of 18 - 40 years of age

Target Market:

• Tier II and Tier III cities (population less than 5 million)

• Cities like Lucknow, Kanpur, Kochi, Nagpur and Gandhinagar

Positioning:

• Power, Utility, Neo-modern and Innovative design

• Powerful vehicle for use also as a family scooter

• Less Delivery time and lower cost

• Outdoor:

o Billboards in Tier 2 cities and Tier 3 cities promoting the new

campaign.

• Print:

o Regional Papers and Magazines focusing on the campaign

• Digital:

o A dedicated Facebook page which interacts with customers

o Website to help customers and their concerns

o Capturing a video of the “Ink your flyte” activation and promoting

it through the YouTube channel

• The new campaign of “Ink your flyte”

• The first 10 customers purchasing Flyte on

the 10th of every month can get a part of

their scooter graphically designed.

• All customers are given the option to choose

from more than 100 vinyl stickers to be

stuck on their scooter at the time of

purchase.

• A video capturing the customers’ reactions to

their customised Flytes will be uploaded on

the YouTube channel

• A TVC showing the same will be aired

during primetime in 8 regional channels 3

times a week

• Print ads in 10 regional newspapers

Graphic Design

Vinyl Stickers

Medium Duration/Space Frequency Cost (Rs. )

Television Commercials in

Regional Channels 10sec

8 channels twice a week during prime time for 3 months. 8 channels once a week in prime time for

2 months

89,60,000

Video of activation in YouTube

3 min - -

Regional Newspaper Half page ads 20 regional papers

thrice a month 5,40,000

Facebook activation and support

Maintain a dedicated page

Fresh updates and high user interactions

-

Out of Home Advertising

20 ft*20 ft

52 banners in 52 cities

26,00,000

Total 1,21,00,000

Hence the budget for the proposed media plan is Rs. 1,21,00,000 over a period of five months. We have tried to keep the budget at the lower end and produce maximum results.

Thank You!