Invader Lattitude GL

8/13/2019 Invader Lattitude GL

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Ramkos Xerxes

Problem Statement: You are the chief Marketing officer of RamKo Automobiles Ltd. RamKo is an

international automobile company wanting to launch its flagship brand Xerxes in HasanCity. You have

a budget of 100000 to 500000 dollars and need to invest into different promotional campaigns around

an Auto show for creating a brand awareness to drive sales of Xerxes in Hasan City.

About Xerxes Car:

Xerxes is known for its engine and comfort, it was rated best Car of 2013 in Europe and is already the

fastest selling car in South Africa and China. It belongs to MUV category in cars and is known as a family

car. RamKo Plan to launch Xerxes in Hasan City at an introductory price of 3000 Dollars.

About Hasan City:

Hasan City is capital of Hasaniaa oil rich nation in south Asia. It is an emerging market with a per

capita income of 2000 Dollars. Since it has recently discovered its oil fields, Hasania is stated as a next

big emerging nation in Asia with an expected per capita income to reach 2500 $ in 5 years.

Many Oil and refinery factories are situated at Ravadore near Hasan City (Capital), Hasanites typically

work at these factories and commute daily from Hasan City.

Hasan City is worlds 8thlargest city. It has a well developed infrastructure, and a diversified population.

It has a population of 25 Million, with 40% of the population being middle class.

Hasanites celebrate Christmas and presidents day (March) in a big way. Football matches in August and

January are crowd pullers. Hasania Govt is also planning a shopping carnival somewhere around June to

attract international visitors in the city. National winter games in November are also expected to be of

moderate success.

Promoting Xerxes:

There are 5 alternate ways to promote Xerxes:

1. Bill Boards

Hasan City has two major inter City roadsRing Road and Outer Ring Road. The cost of putting up a bill

board on both roads along with traffic density is given in table 1. Around 60% of the citys traffic drives

on both these roads daily.


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Road Cost ($)

Traffic

Density

Ring Road 5000 High

Outer Ring

Road 7000 Normal

A high Traffic density means traffic moves at less than 10 KM per Hour, A Normal Traffic density is 35 KM

Per Hour.

In August, 2012, Ring road had 15 Bill Boards. One of the bill board was of Ramkos new sports bike. A

survey was done on a random sample of high density traffic on ring road, 60% of the respondents said

they have seen a bill board of a Bike on ring road. But only 30% were able to recall whether that brand

was Ramko. (There were bill boards for other Bike companies too).

In November 2012, Ring Road has 45 Bill Boards with around 12 Bill boards of Bikes. But when the same

survey was conducted, 73% were able to recall that they had seen a Bikes Bill Board, but only 20% wereable to recognize Ramkos Bike Bill Board.

In 2013, Ring road has only 7 Bill Boards and outer ring road has only 6. New quotations for bill boards

are expected from you and your competitors. Costs are expected to remain same.

2. Television

Hasan Sports is the pervasive channel of sports crazy population of Hasan city. Nearly 80% of the

population across different ages watch sports. A 10 Second TV advertisement spot on Hasan sports cost

1000 Dollars, but this is the price for non prime time.

A prime time 10 second TV advertisement cost around 3000 dollars. Prime Time is daily between 6PM-

9PM, where more than 50% of the TV watching population are hooked.

3. Print Media

Newprint are the most popular form of print media available, but overall print media has low

accessibility nowadays owing to dying habits of reading newspaper. Only 30% of the households have

access to newspaper. News papers are nowadays seen as a leisure time pass for weekend reading.

Nevertheless a newspaper ad has the greatest effect to create brand awareness across all mediums. In a

sample survey done on Wednesday, 50% of the readers were able to recall a 4thpage full page Ad of

Ramkos Bike on Sunday.

The cost of putting up a full front page print AD in newspaper was 8000 dollars last summer, but is

expected to drop sharply as advertisers are queuing up on other medias.


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4. Online Media

Popular ways of Online Media are Google Adwords, Social Media and Emails. Your department is

handling Email Marketing out of these.

60% of the population has access to emails. Most of these are working professionals. 75% of these

people open a new promotional email, but Hasanites hate constant email nagging.

Hasanites expect a discount and enhanced sales services to be the contents of a promotional email,

hence cost of sending a random email with embedded selling costs and CRM database access cost

around 10 Cents.

5. Auto/Trade Shows

Companies like Ramko usually showcase their new models in a Auto show. Auto shows are organized

every year and top automobiles typically showcase their best brands in them. One can conduct Auto

shows only in designated places for trade shows around the city. Currently Trade shows are permitted in

Football stadiums, Indoor Stadiums and District Conventional Halls.

Last year there were 5,00,000 Visitors in the two day Auto show organized at District Conventional Hall

showcasing 20 Cars Models. The venuecost of organizing Auto Show was 25000 Dollars for each Day.

The venue cost of organizing the auto show differs according to timing and location.


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Map of City:

Scales and distances are relative.

Target Market:

The top management believes it can sell 60,000 Xerxes Cars in its very first year of launch. These figures

are optimistic.

How to approach/Strategy:

You need to design a campaign around the auto show for Xerxes. You need to tell us where you plan to

host the auto show in the city, when you will host the show, what is your strategy for increasing visitors

to the Auto show, and a buzz about the auto show in the most creative manner.

What is your strategy for creating superior brand awareness for Xerxes in Hasan City.

What you need to submit:

1. 6 slides (plus thefirst slide which should mention your team name, team members and college name).

2. The slides should primarily contain your strategy for creating brand awareness of Xerxes.


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Reference/FYI:

- A note on Advertisement Analytics from Harvard Business Review

Todays consumers are exposed to an expanding, fragmented array of marketing touch points acrossmedia and sales channels. Imagine that while viewing a TV spot for a Toyota Camry, a consumer uses

her mobile device to Google sedans. Up pops a paid search link for Camry, as well as car reviews. She

clicks through to Car and Drivers website to read some reviews, and while perusing, she notices a

display ad from a local dealership but doesnt click on it. One review contains a link to YouTube videos

people have made about their Camrys. On YouTube she also watches Toyotas clever Camry

Reinvented Super Bowl ad from eight months earlier. During her commute to work that week she sees a

Toyota billboard she hadnt noticed before and then receives a direct-mail piece from the company

offering a time-limited deal. She visits local dealerships websites, including those promoted onCar and

Driverand in the direct-mail piece, and at last heads to a dealer, where she test-drives the car and buys

it. (http://hbr.org/2013/03/advertising-analytics-20/)
http://hbr.org/2013/03/advertising-analytics-20/http://hbr.org/2013/03/advertising-analytics-20/http://hbr.org/2013/03/advertising-analytics-20/http://hbr.org/2013/03/advertising-analytics-20/

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