The Wide Body Auto Rickshaw

Activation Presentation By Bishist Pradhan

Role of Auto Rickshaws in our day to day 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 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

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 Source: Embarq survey 2010

Stake Holders in Auto Rickshaw Operations

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

Understanding the TG
Out Target group can be classified into 2 groups

Fleet Owners

Looking for induction of efficient & profitable auto rickshaw in its fleet

Driver owners

Looking for the vehicle which gives him reliability and earnings Pick up of the vehicle also matters

Understanding Auto-rickshaw Fleet Owners

He is a working person or a business man In his mid 40s 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 BloreRajnikant, 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 Idea

Product USP:
Best in class Mileage Best in class Comfort Strong & Sturdy Body New improved Pickup with BSIII Engine

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

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 Idea

Product- Why will I like it? Its 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? Its the best auto so far in the market, I want sub se achha

So the Core Idea is Dumdaar Safar Hamesha

Rational for 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

Dealership

Banks

Fleet owners

Driver Owners

Rental Drivers

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

DAMDAR SAFAR- Hamesha

Dealership meet which will also involve Banks and fleet owners On-ground Program focused on Auto Drivers A big record breaking stunt

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 Identifying Series of Meet Key Areas 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