Maxima Z Launch Campaign

Kerala
 Presentation Structure

• Product review

• Product need

• Brand communication strategy and positioning

• Integrated marketing plan

What is the
need for this
product?
Bajaj CV: Brand Architecture
Compact
• World’s No. 1 3-wheeler
(passenger)
• Used for contract running
• Majorly in-city routes
• Variants: Petrol, Diesel,
Alternate fuel (CNG, LPG)
Maxima
• The most powerful vehicle in
its class – gives the customer
the power to earn more
• Used largely for ticketing/city
outskirts route
• Variants: Maxima (Passenger),
Maxima C (Cargo)
Qute
• India’s 1st quadricycle
• Most fuel efficient 4-wheeler
as a commercial vehicle – aims
to solve urban commute
issues like pollution, road
congestion and on-road safety
• Variants: Petrol, CNG
Product Evolution
RE 445M Optima Compact+

Specs
Specs Specs
• Power Engine
• 8” tires • 8” tires 10” tires
• Foot clutch Power Clutch
• Wet clutch • Wet clutch Foot clutch
• CV Shaft
• Slider Block • Slider Block CV Shaft
TG
TG TG Association with brand Compact for
Product
• Specific ticketing routes
issues• sorted • Specific
better sync with
Specific ticketing routes
ticketing
Compact routes routes
• 6-7 PAX
• 6-7 PAX • 6-7 PAX
Outcome
Outcome Outcome
• Not enough legroom to
• Field failures • Unclear product
put extra seat
• Chassis and clutch issues segmentation
• Unable to fit in 7-8 people
• TG confused about
comfortably in ticketing
product
routes (city to outskirts)
 Product Evolution

Availability of extra seating capacity in ticketing

routes makes it more in sync with BD, hence
association with Maxima

• Better legroom to ensure extra

Compact+
seating space
• Flexi-seats for versatility of load
carrying
• Safety doors
• Driver comfort
• New looks
• TG includes ticketing routes in city
and city –to-outskirts with 7-8 PAX Maxima Z
 “Wish I had more space
Customer speak to carry extra
passengers and their
luggage”

“Wish I had more

mileage so that I can
save on fuel costs”
 The need for a three wheeler that combines extra
space and better mileage, for city and city outskirts
INTRODUCING
Bajaj Maxima Z
Product presentation
Product Specifications
 Brand communication strategy
• Create buzz and excitement around the new product
launch

• Create awareness for the product and its benefits

• Pitching the product as “an intelligent choice” –

combination of greater space and higher mileage
Brand positioning

Samajhdaari ka Power
Creative Expression
Leaflets
Marketing Mix

Onground
Advertising Know your Maxima Z
activations

POSM & Competitive

PR Financing
Sales Talk
Newspaper Ads: Launch
Announcement

Advertising

Matrubhoomi

Malayala Manorama
 Newspaper Ads

Launch Ad Follow up Ad
 OOH Campaign: for visibility and
recall

Advertising

Hoardings

City Bus Radio Campaign: for impact and

call to action

10/20 sec ads

Locations: Cochin, Calicut, Thirur, Trivandrum,
Kannur, Thrissur
 Samajhdaari ka Power – For establishing the ideal mix of
space and mileage Onground
activations

• Stand/Fuel pump based activity

• Creating awareness for product through float van
• Demonstration of versatility of product through loading of
passenger and luggage
POSM & Sales talk
• Visually impactful dealer POSM POSM & Competitive
Sales Talk
• Product leaflets
• Posters
• Banners
• Buntings
• Product Backdrop
• Show window vinyl

• Sales Talk & training content

• Product videos
• Creation of “Salesman training program”
Know your Maxima Z
• Training of ASMs on the sales pitch for Maxima Z

• The sales pitch to focus on product benefits, extra earnings (space),

extra savings (mileage), relevance to ticketing routes etc

• The sales pitch to be percolated down to DSEs by ASMs

 PR

Regional Media launch at Cochin

• Option of 90% on road funding
Financing

• Loans from nationalised banks available

 Campaign schedule

Date/Activity 16-Aug 17-Aug 18-Aug 19-Aug 20-Aug 21-Aug 22-Aug 23-Aug 24-Aug 25-Aug 26-Aug 27-Aug 28-Aug 29-Aug 30-Aug 31-Aug

Internal Launch (Dealer)

Newspaper Ad

OOH Campaigns

Radio Campaign

Press Launch