Final Adv Report

8/4/2019 Final Adv Report

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A REPORT ON

ADVERTISEMENT CAMPAIGN

BEFORE THE LAUNCH OF THE

ALL NEWZEN ESTILO

AGENCY: DENTSU CREATIVE IMPACT

SUBMITTED TO: PROF. RAMESH TAHILIANI

SUBMITTED BY

1.VINEET SARAFF2. AMIT NARA3. ARUN TEOTIA4. CHANDRESH SHARMA5.NARENDRA SINGH6.MANISH DUBEY

GROUP FN 390

PGP SS-2008-10

INTERNATIONAL INSTITUTE OF PLANNING AND

MANAGEMENT, SATBARI CAMPUS


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ZEN ESTILO 2009

Advertisement FN 390 Page 2

1. Brand Name: Zen Estilo2. Product Type or Description: Consumer Car3. Category for this Entry: A2 Category.4. Campaign Title: ALL NEW ESTILO take a fresh view of life5. Campaign: National

MARKETING CHALLENGE

Pre-launch Scenario:

1. The car segment was growing at 15% p.a as on 31st March 09 but Marutis sales were growing at only10% and as such the company needed a car which could help it grow faster.

2. The Zen estilo which was dumped into the Indian market to ensure increase in market share of MarutiSuzuki failed to impact the market as per companies forecast.

3. Has not fared well and failed to justify its Zen tag which is a super brand worldwide.4. Entry of many international brands like Hyundai, Honda etc in the market resulted in competition and

loss in market share.

.

The Challenge:

I. Arrest the declining sales trend of the small car segment. Maruti once had a market share of more than60% but it kept declining to a point when its market share is just 52%

II. Make a mark in the highly competitive small car segment which is dominated by existing brand ofcars.

III. To regain customers confidence after the failure of the earlier launch of Zen in India


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ZEN ESTILO 2009


CAMPAIGN OBJECTIVES

a) Re-Launch of the Zen brand as the Zen Estilo.b) Create awareness and induce test drive of the car.c) To regain the lost market share which the company was facing.

TARGET AUDIENCE

The Targeted audiences for the advertisement are people from the age of 28 to 35 year. The main target is

people which Mr. Satya calls ACHIEVERS i.e. People who have achieved a lot or in verge of

achieving a lot in their short span of life. They are the main target for the car as they would associate

themselves with the car because of its success worldwide as well as it soon to be success in India.

These people would like to associate themselves with Estilo because Estilo symbolizes the ups and downs

in life they must have faced before they became successful in life.

CREATIVE STRATEGY

Ever since the start of the advertisement when a man asks a lady to sit in the car the whole advertisement

talks about the all new features that the car has. Unlike other advertisements where the cars name is

disclosed right at the start this one does not discloses the name of Estilo till the end. The main objective

behind this is to let the customer use his imagination to guess the brands name as well as the companys

name. Since its an international standard car with top class features and gadgets the customers perceives it

belongs to some foreign car brands. At the end Maruti Suzukis name is shown and the customers feel

WOW that an Indian company can provide them with such world class cars so the associate more with

the car as well as the brand.

The new features in the car which were introduced were:


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ZEN ESTILO 2009


1. Leading the advanced technological features on the new Estilo are a new engine and a transmissionsystem. Equipped with the popular 998cc K-series engine, the Estilo delivers a superior fuel

efficiency of 18.2 kmpl. This BSIV compliant engine makes the Estilo the second car in Maruti

Suzuki stable that meets the BSIV norms much ahead of the effective date, April 2010.

2. The new Estilo comes with new efficient transmission technology and advanced Detent pin gearshift mechanism for smooth and precise gear shift feeling for the customers.

3. Brand new dynamic head lights that adds CLASS to the body.4. Foldable rear seats also ensure more luggage space with fresh new Interior.5. Added Air Bags in VXi models

The constant use of the word WOW which stands for Wonder on Wheel has been cleverly used by the

company since the lady uses the word to show how much she is amazed by the cars features and

attributes. The advertisement is very intriguing because the brands name is not disclosed until the end

which keeps the viewers attention throughout the whole 15 seconds

OTHERC

OMMUNICATION PROGRAMS

Print ads: The message in the print advertisement was that one should take a fresh look at life.

MEDIA MIX USED:

List all media used in this campaign.


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ZEN ESTILO 2009


a) Televisionb) Trade magazinec) Point-of-Purchased) Sales Promotione) Radiof) Interactive/On-lineg) Newspaperh) Hoardingsi)Total Media Expenditure:

Not disclosed by the company

EVIDENCE OF RESULTS

1. Within the first week of launch of the advertisement all available stock of the car was soldoff.

2. There was a waiting list of more than 1 month for the car in North India.3. The waiting list in South India was for more than 2 months.4. Our survey of 56 responded resulted in that 12 respondent are planning to buy the car soon

which is an high figure

Documents

Final Adv Report