Activation Proposal
Mahindra Genio is targeted towards the captive segment/Business
men
To create product experience to the RIGHT TG, at his place and time A more premium and transformation from existing vehicle to
Mahindra Genio
Reach out and bring the product to the positive consideration set in
TGs mind space
The challenge is To generate interest in TG to come and experience the test drive In turn lead to sales
Gujarat Maharashtra Punjab AP Tamil Nadu Karnataka
The Traders:
Small and big Traders Present in cluster markets e.g. Marble & stone markets Currently owning pik ups and 3 wheelers, on a rapid expansion spree
Better than the Boleros, positioned as a premium buy Riding on good looks, comfort and powerful engine Features
Extra spacious Cabin Car Like Gear Shift A 75HP MDI CRDe Engine Long engine Life
Unlike others Genio is positioned as a SMART BUY, a buy that will
enhance the owners current status while doing its regular mandate of transporting cargos Multiple utility vehicle
Style and Comfort
Category best technology
Best in Class Performance
Unique Safety Features
It is designed for urban and
rural use, the Tata 207 DI EX allows easy and extra loading, and offers better stability and handling to the customer.
TATA 207 DI Ex
Its cool retro looks and its
scorching performance the Bolero Pik Up is a favourite, everywhere it goes. A powerful workhouse with its trusted 2.5litre turbo diesel engine
Mahindra Bolero Pik Up
While Genio is the best in its category, its not able to get the TG interested
in itself There is no apparent reason (MRP not counting) for the TG to not take to the product as it is a comparatively superior product than Bolero and the likes Earlier activations have not really resulted into a shift in the consideration and buying pattern of the TG new or old
Therefore the task is exactly that
BRINGING IN SHIFT IN THE CURRENT TG BEHAVIOUR
SUCCESS METRICS BEING THE TG ASKS FOR GENIO BY NAME
Aspirations
Ideas
More business
what can be sold to a TG who has it all What will work with the Trader who cannot be told what kind of
vehicle should he IDEALLY have, without rubbing his EGO
And EGO is what these section of TG has in abundance.
How about selling them an EGO MASSAGING EXPERIENCE??
Selling them an experience of a lifetime, something thats novel,
innovative and in sync with the brand saliencies.
Something that causes disruption and gets the TG to come and
experience and ultimately ASK FOR Genio
Transform business Transform life with Genio
The main campaign will be positioned around transformation basis
the USPs of the vehicle
Complete close looped campaign that uses TRANSFORMATION to
create a compelling story around the brand
At the select clusters a team of TRANSFORMERS approach the TG
with a lot of fanfare
Hype created around his work place and the TG invited outside
Once outside, the TG is welcomed with an innovative garland, after a
short MC spiel, he is invited to enter the Transform life, transform business Genio Express
Giving a unique life/moment changing experience to the TG for the
next 20-30 mins inside the express
A refreshing day which will transform their life at least for one day
in his busy and monotonous schedule
A day that will make him feel like KING
As soon as the TG enters, the Pre-recorded/live announcement greets
him with his name
The AV runs the Commercial of Genio in a surround sound effect
The TG is taken through the product benefits and features post which
he is taken through the Transformation process
The transformation process includes
Make over sessions
Hair spa & foot spa A free consultancy on business A SWOT analysis of the existing pattern of business Corrective guidelines and measures A free vaastu tip Guidelines and tips for selecting the right kind of vehicle
At the end of 20-30 mins the TG is handed over the product kit along
with a token gift as a gesture of appreciation
Test rides
During the 20-30 minutes inside the express, the TG is given the control
of the vehicle for a free TOUCH-FEEL-TOUR experience The Promoters assists him behind the wheel and an picture is taken of the TG behind the wheels instantly printed, framed and given on finishing the test drive
Picture to have quote saying MY GENIO, MY BIG
IDEA!
A unique concept introduced to the TG who are high potential
Experience Genio at your own pace and time Use our 2-day drive it like you own it service and make a decision You get
First hand experience Novel value On spot bookings get accessories free *
