BIX

An IMC Plan

Bixers

AprilGeorgeHsin

About the Service

We are introducing a Bike Taxi service

It’s a two wheeler taxi service A new concept in US, but Virgin has a

comparable service in UK Primarily aimed at people residing in

big metropolitan cities

SWOT Analysis

Strengths A smart new mode of transportation Speed and convenience Economical Low operational cost First mover

SWOT Analysis

Weakness A new concept Inertia of change Lack of patronage during extreme

weather Not suitable for long distance travel Safety concerns

SWOT Analysis

Opportunities Establish a new mode of public

transport Extending the service to states with

poor public transport infrastructure Harness technology for better

service– Internet, GPS, CRM to grow business

SWOT Analysis

Threats Success will breed competition Taxi service slicing their cost Vehicle laws in various states

Launch Pad

The city that the service would be launched would have the following characteristics

Urban Existing public transportation infrastructure High traffic density High cost of private transportation Big business establishments Growing young population

And the city is…

New York The most populated city in US Numero Uno business city Biggest network of Metro Taxi fares are the 4th highest in the country Parking fares highest in the country Attracts a lot of young people to the city in

search of a career

Launch Date

The service would be launched in the first week of April’07

Spring People would venture out more from

the confines of their homes

Core target audience

Males 18-35 years Urban outlook Uses one or more means of public

transport Value for money conscious Loves to try out new things Average to high media consumption

Ken Brown

28 year old UCLA class of 98 Works as a Sr. Financial Analyst at Price

Waterhouse Coopers Entertains his friends at his pad in Queens Takes the metro to work Scuba dived at Bahamas last year Digs movies by Quentin Tarantino Never misses a Giants game Loves Sushi and Irish pubs

Franco Leon

20 year undergrad at NYU Will find Black Eyed Peas, Snow Patrol and

Jay-Z on his iPod Lives with parents at Brooklyn Stood in line at 3am on Black Friday for the

PS3 Commutes to college by the bus Chills out with his girlfriend at the bowling

alley on Saturdays Goes by the online moniker Megadeath 2050

Media

IMC campaign Press, TV, Radio, Internet, Outdoor,

PR, Sales Promo and Ambient Media Campaign to be launched in the first

week of April’07

Objectives

PrimaryTo attain high awareness levels

among the TGTo gain TOM recall among innovators

and early adopters Secondary

To influence more trials through targeted exercise

Tone & Theme

The campaign is created to get the core TG think favorably

Tone of voice is witty, relevant and with some attitude

The theme of the campaign is to position Bix as ‘ A smart new way to commute, by saving time and cost’

Pre-Launch

To generate buzz in a crowded media scenario a teaser campaign would be initiated

Use of outdoor Objective to pique interest Teaser to be launched on 1st of April.

Will be active till 10th of April

Pre-Launch

Enough word-of-mouth would be generated in 10 days, giving it a clutter breaking advantage

In the second week of April the brand name would be revealed

Will set a tone for the campaign

Launch

The launch would be through a press conference

Print and broadcast media to cover the event

Reporters and editors from leading college magazines, to be invited for the launch

Press kit to be given to the media fraternity

Launch

The launch day is set as April 18th

It will coincide with the launch of the print campaign

A special on-ground promotion to be conducted in major traffic junctions in the city

PR

PR reports to appear across major newspaper, broadcast and internet within a week of the launch

Word to be spread among student community through their own college newspapers

Special events to be conducted during the week of the launch

Phase I

Launch campaign to be translated across mediums like Print, Outdoor and Internet

This would be a generic campaign aimed at the core TG

Phase I is scheduled from April 1st to May 31st 2007

Phase I - Media

Teaser30 out-of-home sites in and around

NYC. With special emphasis on business and college hubs, subways, bus bays and airports

Total duration 1 month (10 days for the teaser and 20 days after unraveling the brand name)

Phase I - Media

Launch CampaignA generic campaign targeted at the

TG through newspaper, magazines, internet and outdoor

3 creatives to be usedPeriod - 1st May to 31st May 2007

Phase I – Media vehicles

Launch CampaignPrint medium selected depending on

the reach and frequency among the TG

General Newspaper, Tabloid, Sports, Men’s Magazine, Gaming magazines

30 outdoor sites to be used in same locations as the teaser campaign

Phase I – Media vehicles

Launch CampaignBanner ads would be placed on online

sites of the print vehicles, websites of Giants, Jets and Rangers. Gaming websites.

Search word optimization with search engines for key words like ‘Taxi’, ‘Cheap travel’, ‘Fast commute’

Press Plan - Newspaper

Newspaper (NYC edition) Cost for Qr. Page Insertions Total

Daily News 13708.5 10 137085

NY Post 11858.34 6 71150.04

Metro NY 8651 12 103812

312047

Press Plan - Magazines

Magazines

  April May June Total

         

Timeout 13701     13701

The Villager 1600 1600 1600 4800

Business Week 95000 95000 95000 285000

Official X Box 25580     25580

Biker 24482 24482 24482 73446

Computer Gaming World 38160     38160

Sports Illustrated 53130 53130 53130 159390

600077

Phase II

Phase II of the campaign would be launched in August’07

Campaign period from August – October ’07

The objective of the campaign would be to influence the core TG Young Executives at workStudentsMetro and Bus patrons

Young Executives

New York has the maximum number of skyscrapers which houses many workplaces

Use captive advertising technique Something they just can’t avoid and

the medium is clutter freeSolution – Advertise in Elevators

Students

Today’s students are tomorrow’s executives Will pay rich dividends in the future They are more likely to embrace new

concepts Would be targeted through write-up in the

college newspapers Posters in the bulletin boards Web banners on sites like billboard, skype,

orkut and on special interest blog sites

Metro and Bus riders

Specific messages targeted at the public transport patrons

Objective is to get them to think about the new service

Create high TOM recall for the service Messages on Bus stands and Metro

Out of Home Plan

Out of Home

  Per Month Number Total MonthsGrand

Total

Bus shelters 20520 20 410400 2 820800

Outdoor 35000 30105000

02 2100000

Metro 5000 30 150000 2 300000

Posters - Colleges 100 50 5000 2 10000

Elevators 500 50 25000 2 50000

3280800

TV

Local TV Network 30 sec spot Genre – Sitcoms, Music, Movies,

Special Interest, Sports and News A two month campaign to kick off

Phase II Schedule – Flighted

TV - Plan

TV

  Spots per month

ESPN 70

CBS 100

WABC 50

WNBC 30

WXTV 40

Radio

Local radio stations Morning drive time 15 second spots Channels focusing on Hip Hop, Rock,

and Pop To overlap with the TV campaign

Radio - Plan

Radio

  Spots per month

CBS 100

WABC 50

WAXQ 40

Sales Promotion

Free rides from office and shopping district to the metro and bus stations during the launch week in the non peak time

Launch smart card for rewarding loyalty. During the inaugural month, one free ride with every 3 rides taken

2007 April May June July AugustSeptember

October

Print Phase I

TV Phase II

Radio Phase II

Out-of-Home Teaser, Launch & Phase I Phase II

PR Launch and Phase I Phase II

Internet Launch and Phase I Phase II Phase II

Sales Promo Launch Phase II

Ambient Media Phase II

Campaign Meter

Campaign analysis

The IMC plan is expected to increase awareness among the core TG by at least 10%

Generate high TOM recall among prospects, so that it remains in the top two boxes in subsequent research studies

Influence more prospects to try the service through main stream and ambient communication exercises

Common factors of the campaign

Layout in communication material Special placement of the logo The ochre colour Special font for the headlines Tone of voice

Medium and Long term

Medium Fine tune the learning from the launch After a year launch the service in

other cities like Boston, LA, Florida, Washington DCLong Term

Get into Limo Bikes

Thank You!