Creative Brief- CEAT

Gripp
Course: Marketing Communication & PR Specialisation

Enter Full Name: Anuj Sarabhai

 Identify the core value proposition or
what the company does.

CEAT Tyres makes superior quality,

durable, comfort ride yet affordable
automobile tyres for all Vehicles types for
all terrains having a wide range.

Their core value propositions are:

Describe the 1) High quality durable and comfort ride

tyres
company? 2) Value for money products, available in
wide range and for all Vehicle types
 Identify the problem statement it’s trying
to solve or the opportunity it is trying to
achieve.

What is the Problem is the Safety and comfort on Bad

condition roads along with reducing

brand accidental slips.

Ceat is trying to offer tyre that is meant
problem or for all Terrains, Wet & Dry with superior
Grip and high traction.
opportunity? Whether there is Road or No Road, Tyre
will handle giving you superior safety and
comfort, making rider / driver less prone
to accidents.
 Remember your learnings from Module 1
of the specialisation.

It’s a New offering from CEAT thus the

Product is at INTRODUCTION stage
What is the The objective is brand awareness i.e.

objective of making people aware of the USP’s of the

product which is it offers best “GRIPP” in
the category with superior comfort and
the safety

campaign?
 Describes the persona of the target including these points:

Age – 22 to 50 years
Income group – Middle Income Group

Who is the Motivations

target - Safety
-Comfort

audience? -Mileage
-Affordable OR Value for Money

Pain points
- Tyres with such features are Expensive
- Not all tyres provide safety

Perceptions
- Not a top brand so quality might not be like MRF or Continental
- Affordable means less on Features or safety, prone to early
deterioration
 Remember to state the consumer insight
and not the brand insight.

The condition of the roads is so bad that

Tyres deteriorate early and fail to handle
the terrain leading to punctures and
accidental slips

What is the
consumer
insight?
 What is the communication message that
you need to deliver from the insight that
you have derived?

What is the Our Safety is in our Hand, we cannot

control road conditions however we can
key message keep our safe by choosing the best tyres
that handles all terrains and in all
that you can conditions giving superior comfort yet
affordable
form from
the insight?
 Identify the competition strength and
distinguish yourself from your
competitor.
MRF
1) Highly Valued Indian Brand
2) Long Lasting and Durable
3) Widely Available
4) Dominant player in 2 & 4 Wheeler space

What is the JK TYRE

1) Wide Network
2) Well known 2 Wheeler Brand, priced below MRF

competitor
3) Durable and affordable
4) Attractive Exchange Offers from time to time
CEAT DIFFRENTIATOR

analysis? 1) Specially designed products for 2 wheeler to handle

Indian Roads
2) Innovation in products driven through customer
insights and experiences
3) Value for Money Products
4) Wide Range of Products for all Vehicle Type, all
Terrains and Cost effective
 Remember the difference between brand
personality and the target audience (build the
brand personality with at least 4 personality
traits and at least one brand asset)
1) Excitement: Carefree, spirited, and
youthful
2) Sincerity: Kindness, thoughtfulness, and

Describe the anorientation toward family values

3) Ruggedness: Rough, tough, outdoorsy, and

brand athletic
4) Competence: Successful, accomplished,
personality. and influential, which is highlighted by
leadership
5) Sophistication: Elegant, prestigious, and
sometimes even pretentious