1. Opensource communications
presents
A brand and sales promotion campaign for
PGL Honda

2. Present market conditions
Due to the ongoing slowdown, rising fuel prices
and sluggish growth ,demand for automobiles is
on the decline. Entry of new players and new
models have intensified competition and new
customer acquisition has become a challenge

3. Scope for growth
Despite the overall ambience of a slump, there is
still a rise in prospective customers owing to
steady increase in disposable incomes in the
middle-upper middle class bracket. These
upwardly mobile people have aspirational needs
that could be met by products of your category .

4. How to identify customers
Your target audience is spread across a
disparate geographical territory. It is wrong to
assume that the major market lies in big cities
and people in small cities and rural areas have
little or no demand for your products. It is that it is
more obvious in cities and hidden in other areas.

5. Mapping the target group
Your target customers are not a homogenous
group, but people with different socio economic
profiles and located at areas with different levels
of income distributions. There are people who
don’t have an express need for your product, but
a desire could be ignited in them through a well
driven communication campaign.

6. Building goodwill
Goodwill and a general sense of empathy with
your business or products could be systematically
built through sustained interaction with the target
group and carrying out activities with the
integrated objective of community welfare and
business promotion.

7. How to approach them
A sale which is the ultimate outcome of a
marketing process is achieved through a well
managed marketing and communication
campaign. Communication plays a key role in
conveying the customer the comparative
advantages of your product, creating brand
awareness and developing a bond with them.

8. Planning communication
Whether it is an advertisement in TV, newspaper,
magazines, outdoor or in the digital medium,
your communication with the public must be
clutter free, unambiguous and captivating. Where,
how, when and to whom the message are to be
delivered are the key concerns of the
communication planning process.

9. The message
The core message that various communication
mediums carry should be an impassioned appeal
with a compelling call to action. The message
should strike an emotional chord, bear the
promise of the most convenient and faster
solution to their problems and align with their
cultural sensibilities to be more receptive,
memorable and capable of eliciting response.

10. The platform

11. Selection of the right platform is of critical
importance as optimization of marketing
expenditure depends on this. Depending upon
the profile of the target audience and their
distribution across various geographies, different
platforms are selected to carry out the
communication campaign.

12. Print
 Utility of print and its potential impact on target
customers depends upon its reach and format.
Content and visual presentation has a key role in
enhancing the efficiency of this platform.
Depending on product profile and the profile of
the target group, various variants of print
communications are used.

13. Print communications and
automobile industry
 Given the profile of the prospective target group
of auto products and their accessibility to various
forms of print communications, strategy is
formulated to reach them through different
formats of print media. As the TG of four-wheeler
auto segment is chiefly in urban areas and
industrial townships, newspapers, magazines with
high circulation in those areas are chosen.

14. Electronic media
 Advertisement of Automobiles in electronic media
gets optimum result when carried on channels
having national coverage. Besides the quality of
the commercial is of paramount importance.
However electronic media could be leveraged at
the local level by covering promo events and
through endorsements by local celebrities in
various programs either through direct or
surrogate mention.

15. Events
Events are the most powerful platform for
automobile showrooms and their commodities
due to their focus, visibility and instant call to
action. Events can be customized to propagate
the core marketing message in a more amplified
and intensive manner than other mediums
because of its capacity to generate buzz and
capture attention for a longer period of time.

16. Type of events
The type of event is dependant on a number of
variables like place, socio economic profile of the
area and media consumption pattern of the
audience . Another factor that impacts the
nature of the event is the theme which should
reflect any current subject of interest or of popular
conversation.

17. Format of the event
The event should be an entertaining participative
show, interactive program or performance centric
show involving national or state level celebrities.
Indoor competitive events combined with
entrainment programs could be ideal for top
bracket target customer segment.

18. Digital
 The most powerful emerging platform growing at
an exponential rate is digital. With a growing
online population, digital is the future media which
customers are going to use the most .

19. Advantages of digital media
 Cost effectiveness
 Instant customer feedback
 Faster crisis resolution
 Strategy agility
 Brand strength reinforcement
 Exponential reach
 Scope for faster experimentation

20. Digital media and auto industry
Auto industry can reap major digital dividends if
adopt digital campaign in a structured and
organized way. The major reasons being
concentration of target audience in various digital
media, especially the social media and its ability
to serve as a potential customer engagement
platform. Brand awareness building and
strengthening is also faster on the digital platform.

21. What we can do for you
We can help you plan and element the above
mentioned programs that could benefit your
business to a great extent.

22. Thank you
Opensource communications (p) ltd
655,Saheed nagar, Bhubaneswar-751007
Ph-0674-2540116,8984331264
contact@opensourcecommunication.com
www.opensourcecommunication.com