Titan octane case study
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Titan octane case study
- 1. TITAN OCTANE
- 2. 2
- 3. How to close the gap in marketing communication? 3
- 4. Repositioning not required 5R© 5R© Framework Framework 4
- 5. Geographic Demographic Socio-Economic Behavior Professionally Professionally Usage pattern Usage pattern Metros Metros Male Male qualified qualified –– Both work Both work Mini -Metros Mini -Metros 22-28 years 22-28 years Junior to mid- Junior to mid- wear and wear and level executives level executives casual wear casual wear WHO WHO WHAT WHAT WHY WHY Market Segmentation and Targeting Needs Masculinity Masculinity Fast pace Fast pace Energy Energy Style Style 5
- 6. Positioning Strategy Marketing variables aligned to communicate the positioning Product - watch dial designed as dashboard Promotion – featuring bikes as a cue for adrenalin rush 6
- 7. Repositioning not required 5R© 5R© Framework Framework 7
- 8. 8
- 9. 69% agree their 54% of survey respondents wear wrist watch is an 95% of survey extension of their different watches respondents own on different personality occasions at least one wrist watch 70% of survey 23% of survey respondents own 62% agree their respondents more than 1 watch wrist watch is a received watches reflection of their as gifts social status 9 Based on Nielsen Survey 2010
- 11. 11
- 12. Brand Preference Map of existing brands in the same price range Brand LEGEND Associations C - Citizen Cas - Casio TH - Tommy Hilfiger TI - Timex 0 - MDS Dummy Variable TO - Titan Octane Looks and Style Titan Octane is not the preferred brand of the Target Audience. Titan Octane is not the preferred brand of the Target Audience. 12
- 13. Watch has to fulfill all the needs of the wearer Emotional – Reflection of his personality Psychographic – Lifestyle needs such as occasion based needs Functional – Time keeping : Just a hygiene factor Self selection drives usage Within a given price range, the most important purchase criteria are: Looks and Style Brand associations 13
- 14. Psychographic Profile of the Target segment • Young • Enthusiastic • Rebellious • Appreciate the unconventional • Active • Impulsive • Seek stimulation from the new, offbeat and risky 14
- 15. Want to be Want to be perceived as perceived as Want to be Want to be stylish stylish Want to be Want to be perceived as perceived as perceived perceived the the as as decision decision intellectual intellectual maker maker EXPERIENCERS Want to be Want to be Want to be Want to be perceived as perceived as perceived as perceived as multi- multi- purposeful Want to be Want to be purposeful faceted faceted perceived as perceived as driven driven Associations with “Speed” do not capture the needs of the segment completely Associations with “Speed” do not capture the needs of the segment completely 15
- 16. Association with India is a cricket motorsports Fit? crazy country Associations with Today’s youth want energy, force and Fit? more “adrenaline rush” Thus, a need for repositioning TITAN OCTANE Thus, a need for repositioning TITAN OCTANE 16
- 17. Repositioning not required 5R© 5R© Framework Framework 17
- 18. Want to be Want to be perceived as perceived as Want to be Want to be stylish stylish Want to be Want to be perceived as perceived as perceived perceived the the as as decision decision intellectual intellectual maker maker EXPERIENCERS Want to be Want to be Want to be Want to be perceived as perceived as perceived as perceived as multi- multi- purposeful Want to be Want to be purposeful faceted faceted perceived as perceived as driven driven Re-position to have the best fit with the target audience Re-position to have the best fit with the target audience 18
- 19. Personality of the target youth segment I have a purpose which may be unconventional I have the energy to stretch myself beyond my capabilities I make my own choices I want to do more I am not afraid of failures as I have the drive to bounce back I ignite the world of around me… Brand re-positioning to match the personality of the target youth Brand re-positioning to match the personality of the target youth 19
- 20. 20
- 21. Multi-brand strategy of Titan has clearly lead to confused customers Titan Sonata – cheap watch, Titan = lower end watches Tanishq – Titan = some sort of jewellery company Titan – Titan = good for gifting Titan – Titan = my daddy’s watch – functional and reliable but .... Conservative BRAND DISSONANCE 21
- 22. Titan Octane Give Octane an independent brand identity. Product must carry the Octane logo, not just Titan Not something new for Titan. Titan has done it before both at low end with Fastrack and at the high end with Xylys. 22
- 23. Repositioning not required 5R© 5R© Framework Framework 23
- 24. Consumers don’t trust corporations 70% Indians reported that they were influenced by online comments Consumers are constantly choosing what they consume and when they consume it Growing demand for Prosumers - not only consuming more information but also producing information Consumers are co-owning and co-creating brands 24
- 25. Linear is OUT Non-Linear is IN 25
- 26. TRIGGER TRIGGER ACCESS ACCESS ENGAGE ENGAGE THE TAE MODEL Awareness Desire Action & & & Interest Intent Engagement 26
- 27. All channels must be leveraged – if you don’t take control of a channel, someone else will Different stages of the TAE Model lever different media All channels must convey a consistent message TRIGGER ACCESS ENGAGE Key Driver: Customer Engagement Key Driver: Customer Engagement 27
- 28. OBJECTIVE Create awareness about the brand Octane Communicate brand personality of Octane Generate interest in the target audience to actively seek more information about Octane MESSAGE IGNITED. I RUN ON OCTANE. Octane is not just a watch, it’s a way of Octane reflects who you are – a purposeful, life passionate and high energy individual Octane is about being multi-faceted – Octane connects you with the like minded being driven to do more people MESSAGE ENDORSER Chetan Bhagat, Rahul Bose, Prasoon Joshi 28
- 29. MEDIA CHOICE Out and About Lean Forward Lean Back OOH, Malls, OOH, Malls, Book & Music Book & Music Newspaper, Newspaper, TV, Radio TV, Radio Stores, Stores, Magazines Magazines Gym, Pubs Gym, Pubs scheduled http://www.exchange4media.com/e4m/others/youthbuzz.asp 29
- 30. OBJECTIVE Consistent Octane experience on the company website Internet search optimization, get octane site among the top three search results A positive and consistent image of the product from blogs and product reviews Information on how to purchase the product MESSAGE Same as Trigger. MESSAGE ENDORSER Influential bloggers, Product reviewers and Octane owners - Octaners 30
- 31. MEDIA CHOICE Out and About Lean Forward Lean Back RSS Feeds, Cinema, Movies Mobile Internet on Demand, DTH ~ scheduled demand Age Group (yrs) % 15-19 1% 20-30 58% 31-40 28% Primarily a domain of young 41+ 13% Indian male. Source: BW Marketing Whitebook 2009-2010 31
- 32. OBJECTIVE Communicate that Octane enables user conversation MESSAGE IGNITED. I RUN ON OCTANE. Octane, a way of life, a way of your life MESSAGE ENDORSER Octaners Fully engaged customers deliver a 23% premium over average customers in share of wallet, profitability, revenue, and relationship growth, according to Gallup research, while actively disengaged customers represent a 13% discount on the same measures. http://www.greatmanagement.org/articles/329/1/Engaging-Customers----All-Day-EveryDay 32
- 33. MEDIA CHOICE Out and About Lean Forward Lean Back Blog, Gaming, Blog, Gaming, Events, Gym, Events, Gym, IPTV, Interactive IPTV, Interactive Contests, Social Contests, Social Disc/Pubs, Clubs Disc/Pubs, Clubs Games Games Networking Networking participate www.RunOnOctane.com www.RunOnOctane.com 33
- 34. ENGAGEMENT PLATFORM www.RunOnOctane.com www.RunOnOctane.com www.RunOnOctane.com www.RunOnOctane.com 34
- 35. WHEN WAS THE LAST TIME YOU DID SOMETHING FOR THE FIRST TIME. Campaign to get people to do more and share their stories on www.RunOnOctane.com 35
- 36. IGNITE SOMEBODY. Campaign to get people to encourage others to do more. www.RunOnOctane.com to act as the rallying point. 36
- 37. FUEL UP. Campaign to get attract people to the portal www.RunOnOctane.com where portal acts as bringing people up to speed on trends in spaces that are of interest to the target audience. 37
- 38. Repositioning not required 5R© 5R© Framework Framework 38
- 39. Create an army of Passionistas. Co-owners & Co-Creators © Graham D Brown http://www.mobileyouth.org/wp-content/uploads/2009/09/slide092.jpg 39
- 40. 40
- 41. Lifestyle Integration Active Octane Support Part of the Conversation RunOnOctane Portal Co-owner Dialogue Community Product Brand Ownership Product Reviews Ownership Development Creating Brand Advocates Creating Brand Advocates 41
- 42. Repositioning not required 5R© 5R© Framework Framework 42
- 43. TRUST, TRUST, BRAND BRAND SERVICE ++ SERVICE HEALTH HEALTH CLARITY CLARITY Projected vs. perceived Permission to market Coverage and reach Engagement, partnerships SHORT SHORT LONG LONG ENGAGEMENT ENGAGEMENT ADVOCACY ADVOCACY TERM TERM TERM TERM Lower marketing costs Online: #Registered Users, Consumer PR & Word of Mouth User activity Offline: Meets, events % Increase in sales Product development insights Events, causes, projects TOPLINE TOPLINE DIALOGUE DIALOGUE 43
- 44. Almost nil brand recall for Titan Octane Non-personal and narrow Style statement Watch reflects personality Ignited. I run on Octane Octane is not a brand., it’s a way of life Continuous brand health Octane individuals are monitoring passionate, driven Monitor brand perceptions, individuals who always acceptance, reach, customer strive for more involvement 5R©© 5R Framework Framework New communication Engagement driven by both strategy is about customer online and offline activities engagement www.RunOnOctane.com TAE model Co-owners and Co-creators Ignite somebody Octane Passionistas When was the last time you did something for the first time 44
Editor's Notes
- Power of choice – choosing your watch yourself vs. receiving a random watch as a gift. Brand Personification – important to break the clutter – opposed to speed which is external, this become internal – or a part of the owner. Looking to drive an emotional connect. Drop Titan from Titan Octane to get rid of brand dissonance. Fasttrack doesn’t carry Titan brand ... Neither does Xylus .... Octane carries no Octane brand?!?
- Power of choice – choosing your watch yourself vs. receiving a random watch as a gift. Brand Personification – important to break the clutter – opposed to speed which is external, this become internal – or a part of the owner. Looking to drive an emotional connect. Drop Titan from Titan Octane to get rid of brand dissonance. Fasttrack doesn’t carry Titan brand ... Neither does Xylus .... Octane carries no Octane brand?!?
- Social currency is information shared which encourages further social encounters. It can be a factor in establishing fans of sports or television programmes. [1] As well as talking about sports, attendance at sports events themselves is a form of social currency. Young men in particular feel the need to learn about sporting current events in order to facilitate social interaction. However these types of fan can easily move to a new sport, team, or programme in the future if the new one offers more social currency. [2] Women may use jewellery and clothes as part of their social currency, providing a way into communication. [3] What is completely new or unique has no, or unknown, social currency, hence all news programmes or other broadcasts are to an extent similar and the content of the news is not entirely new, but depends on subjects already deemed worth discussion. The media has to try to strike the balance between routine (low risk) and novelty, to try and create programmes people will use as social currency. [4] Sharing a meal can be social currency. [5] In morality, choosing an action based on its social currency alone, it's social acceptability; reliance on duty, is now less fashionable and the protagonist is praised if he considered the action's intrinsic worth.