Its about who your consumer is?
Concerns
Meant for Riding alone
Road Safety
Light Weight
THEN
Configuration
Displacement – 60 cc Maximum Power – 2.5
bhp Weight Capacity – 120
kgs Dry Weight – 63kgs
NOW
Configuration
Displacement - 88 cc Maximum Power - 5 bhp Weight Capacity –
180kgs Dry Weight – 93 kgs
GPS with inbuilt “Friend” Tracker.
dd
Suzuki Access
Mahindra Duro
PiaggioVespa
Honda Aviator
Hero Electric Cruz
Bajaj Sunny ZipHero Pleasure
Honda Activa
Honda Dio
TVS Scooty
Pep
Yo bikes
TVS ScootyStreak
Competition Map
Brand Mission: Empower the emerging Indian women to explore
Brand Identity: A symbol of independence
Independence from Inhibitions
Demographics
Age- 18 to 25 yrs Occupation- Students, Working Women Education- Non-graduates, Graduates, Post-
graduates Geography – Tier 1, Tier 2, Tier 3 SEC A1, B1
Psychographics
Character Sketch Lifestyle Behavior Attitude
MISS SUNNY
Service Sector
Education Sector
Institutional Markets (alt market) Townships Industrial Sectors College Campuses
Product Positioning
What am I ?
Brand Positioning
Who am I ?
Advertising Positioning
Why buy me?
Functional
•88cc engine
•GPS and friend tracker
•Light weight and easy to maneuver
Social
•Image of a modern woman
•Symbol of independence
•Not letting inhibitions pull you down
Psychological
•I have an identity
•Not restricted from exploring places
•I can stand above my inhibitions
Objective
Liberation of the emerging Indian women who has the courage to explore.
Goal
Communicate Effectively
Teaser Campaign
2 weeks before the launch
Print advertisements
Outdoor Campaign
Day 1 Press Conference
Day 2 – Launch Day TVC’s running on Prime Time Slots Print Media OOH
SPOT SUNNY
Total of 10 bikes Social Media Interaction – Maximum Updates Radio Interaction – Maximum call ins 6 women 5000 Rs Cash Prize Entry into Part 2
Day 5
Race till the End
6 women One starting point Different Routes. One destination GPS and Friend Tracker The first woman to reach the destination wins
the Sunny Zip
Stage 1
Pune Hyderabad Ahmedabad Bangalore Chennai
Stage 2
Kollkata Coimbatore Surat Indore
Day 6 & 7
If you could let go of your inhibitions and do that one thing you always wanted to do, what would it be?
So many ideas, One underlying Message
Let Go. Explore
Ground Activity
Social Media
Interaction
Radio Interaction
Print MediaTVC
OOH
Mall Activation
Shifra Bhaviskar Gauri Gupte Karthik Ragotham Keertana Iyer
Thank You