The Wide Body Auto Rickshaw

Activation PresentationBy

Bishist Pradhan

Role of Auto Rickshaws in our day to Role of Auto Rickshaws in our day to day livesday lives

• A formidable force in transportation for the middle class Indians

• Hail or phone services• Low cost transport for lower income, elderly and disabled

person• A substitute for school bus• A shared fixed route service (Overloading in lot of cities and

towns)• Commonly used for transporting road side victims• A fast means of transportation • In an unregulated fare market like Delhi – a common

bargaining arguments for fixing fare.Love it or hate it- You cannot live without itLove it or hate it- You cannot live without it.

Flow of the Presentation

• The Brief• The Objective• Understanding Auto-rickshaw market India• Understanding the TG• The Central Idea• Activation plans• Time Frame & Analysis

The Brief

• To generate positive disposition of opinion for Wide Body Auto Rickshaw in terms of mileage, comfort, improved pick-up and sturdy body as compared to the competition.

& to make Wide Body Auto Rickshaw the Best auto rickshaw in India.

The Campaign Objective

• To generate 5% increase in

the market share for the

Wide Body Auto Rickshaw.

Understanding Auto-rickshaw market in India

Source: Embarq survey 2010

Mumbai Leads with the huge numbers of Auto rickshaws amongst the metros.IN tier I towns Pune and Surat leads.And average ratio of 60:40 where 60 constitute fleet owners and 40 constitute owner drivers

Stake Holders in Auto Rickshaw Operations

As far as our campaign concern - we will be focusing on only two stake holdersThe Driver/Owner and the Manufacturer

Understanding the TG

Out Target group can be classified into 2 groups

Understanding Auto-rickshawFleet Owners

• He is a working person or a business man

• In his mid 40’s • Has at least 10 auto rickshaws• He is religious. A family person and has a

strong authority over his drivers• Is always skeptical about his vehicle

being misused by the drivers• He intends that his fleet does not

require constant mechanical checkups.• Mileage and efficiency plays an

important role

Still the Auto-rickshaw industry does not have a standards for customer satisfaction.The attitude of “pick me when you need it” still exists.

Understanding the Driver owners• He is 40+ has a monthly earnings

of Rs.15000 • HE is a hard core fan (if in Blore-

Rajnikant, in Mumbai- Salman )• He is married and has 1 or 2 kids• Is a god fearing man• Does not have a particular

timings of work • Spends time in enhancing his

vehicle looks• Always keeps his vehicle in tip top

conditions to avoid breakdowns• He is also available on his phone

Perceptions of Auto rickshaw drivers in few towns: A general view

• Delhi: Beware of them• Mumbai: Helpful• Bengaluru : Loud mouth• Pune: Over Charge

In spite of these perceptions auto has to be taken..bottom line.

The Central IdeaProblems Areas:

TG has a notion of low mileage & low pickup for our product

Product USP:– Best in class Mileage– Best in class Comfort– Strong & Sturdy Body– New improved Pickup

with BSIII Engine

On the basis of TG classification , demographic indications & product promise., let us answer few basic questions which will help us in

understanding the proposition /core idea for Wide Body Auto Rickshaw?

Product- Why will I like it?Consumer- Why will I buy it?

Brand- Why will I value it?

The Central IdeaProduct- Why will I like it?

It’s a wide Body Auto Rickshaw, so more comfortable rides

Consumer- Why will I buy it?Has greater pickup & Better mileage

Brand- Why will I value it?It’s the best auto so far in the market, I want “ sub se achha”

So the Core Idea is“Dumdaar Safar – Hamesha”

Rational forRational for“DUMDAAR SAFAR- Hamesha”“DUMDAAR SAFAR- Hamesha”

• This proposition of the central idea encompasses the real need of a reliable, efficient, economically viable & powerful auto rickshaw.

• This statement also glorifies the attitude of the person owning it.

• As a promise, it sets itself apart from the market which majorly focuses on better mileage

Activation Plan

“DUMDAAR SAFAR- HAMESHA”Touch Points

Based on the touch points we can segregate the activation plans in three parts

Dealership – Fleet Owners Meet• First , identifying the dealership and fleet owners across the

country.

• This meet can be a one time affair or a regional affair depending on the segregation of the identified dealers and fleet owners.

• The Idea is to create a platform – where Banks, Dealership and fleet owners gather in one platform for a session on “Development of Rickshaw Transport System in India” followed by live entertainment, cocktails & dinner .

Dealership – Fleet Owners Meet

• We can also identify Rickshaw Advertisers like Meter Down,

Dial –a-Rickshaw (DAR),TUK-TUK, East Auto, Any Time

Rickshaw , G-Auto & Autotisements like organizations to be

the part of the meet.

• They can give valuable inputs in raising the standards of auto

services in India and also benefits fleet owners to open other

medium of income.

Requirements for the event• A premium venue

• Use of the Wide Body Auto Rickshaw for transportation

• Morning session: Conference

• Evening Session: Bollywood dance & entertainment

• A test –drive model for all delegates to experience it

• The Event theme ““DUMDAAR SAFAR- Hamesha” stage design & Backdrop

• Audiovisual for Showcasing the strength and advantages of the Wide Body Auto

Rickshaw.

• Standees, Folders, Jacket, T-shirt, Take away gifts

On-ground program focused on auto drivers

• Real time experience for the auto drivers to test drive the wide body auto

rickshaw.

• Indentifying the key areas in Mumbai, Delhi, Tier I & II areas.

• Identify high plying zones like Airports, Bus-terminus, Railway stations and

super stores in the selected cities to keep the Wide Body Auto Rickshaw

for the test drive.

• Creation of kiosk for the test drive at the location identified.

• Promo materials and free gifts like cap, key chains, DVDs, drinking bottle

etc & awareness stickers.

On-ground program focused on auto drivers

• Auto-rickshaw marathon to be carried out in either Mumbai or Delhi.

• This Auto-Marathon in Mumbai can start from Dadar to Wankede stadium.

• Any number of auto drivers can join the marathon.

• The core message for this marathon

“ Mumbai salutes auto rickshaw drivers”.

• This can be done with association with local bodies and Mumbai rickshaw drivers

associations.

• The entire objective is to focus the attention of Rickshaw drivers on the essence of

owning the best product, which is the Wide Body Auto Rickshaw.

• At the end point there will be product display and promotions of the features and

its characteristics.

A big record breaking stunt

• This stunt is to enter into the Gunnies Book of World Record or Limca

Book of Indian Records.

• The stunt will challenge Wide Body Auto Rickshaw capacity to carry the

maximum numbers of passengers for 500 meters over a period of 5 min.

• This record breaking stunt will not only generate a news content but will

also catapult the brand to a new level of Success.

Time Frame• The Entire exercise which includes the Meet, The on ground

promotions, the auto marathon and the Record breaking stunt will be carried over a period of 6 month

• Will have a top down approach, starting with The Meet, followed by on-ground activities

Activity 2011

July Aug Sep Oct Nov Dec

Dealership Meet

Identifying Key Areas

Series of meet

ON ground display

Identifying key zones in various selected cities and towns

Auto Marathon

World record

Analysis

• Number of footfalls in the dealers pre and post promotions

• Impact on sales per & post campaign

• Share of voice generated per and post events

Thank You