client brief- Resource

8/7/2019 client brief- Resource

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CLIENT BRIEF

Campaign: Thematic campaignBrand: Lucas

Campaign Length: Three months

Campaign Overview

Rahimafrooz (RA) is the largest battery manufacturer and marketer of lead-acid batteries inBangladesh. It is a full liner company that has the highest types of products available for allkinds of automotive and appliance requirements. The battery business has sustained asetback in terms of volume and market share in the last fiscal year. Competition is growingand is aggressive at trade level by providing trade discount and thereby gaining market share.

It has been long since we touched base with the consumers and established Lucas as THEbrand for battery. The aim of this new thematic communication is to create a brand value forLucas on Reliability and Durability platform and build thematic campaign to have asignificant shift in consumer perception. It would be supported by improvement in productquality and customer service to reiterate the platform. Communication needs to be visible sothat consumer recall on the brand is high and serves as a demand at the time of purchase.

Background of the campaign

RA has maintained a leadership position in the auto battery market for decades and Lucashas over the years become a generic name for a battery. In the recent times, the brand hasbeen heavily challenged by competition. RA introduced new Lucas HB CNG in the market and

it is expected to regain the market dominance. As part of the overall campaign to bring backthe RA dominance in the local auto battery market it is imperative that we bring renewedconsumer association through new communication building on the Trust, Reliability andDurability that Lucas has been delivering over the decades. This new communication isexpected to bring back the consumer confidence on the entire Lucas range upholding brandvalue.

Marketing Objectives

Enhance brand vibrancy of Lucas with focus on youth portraying trickling down effectof brand loyalty from one generation to next

Regain MS and strengthen overall market leadership position in local battery business

Regain consumer confidence and loyalty to enhance brand equity

Communication Strategy

Highlight RA strength in battery business through product innovation, superior productperformance

Bring in the legacy the brand has created over the years and used by generations Build an emotional rapport with the consumers, position Lucas in the mind of youth as

an ever green brand Highlight the strong portfolio of product to meet all types of automotive and appliance

applications

Client brief: Lucas battery Page 1 of 4


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Used Battery Collection (UBC)Campaign duration: two weeks

UBC Overview

Used Battery Collection is one of the key activities Rahimafrooz (RA) has undertaken thisyear. With this activity RA has to ensure that the batteries sold across the industry cometo an authority that has the needed setup for proper disposal and is willing to pay a pricefor the collection. This would also work in a way to collect the lead that is otherwisehazardous when disposed improperly and RA can make best use of it in order to recycleit.

UBC offer

The offer would include the following:

A person returning each of the used battery would be given an amount of money thatwas not given before. A price list is given to all the dealer outlets.

A person returning more than two batteries will be given a discount card. It can be used

in any RA outlets

UBC Objectives

Create awareness for used battery disposal to the wrong hands.

Ensure 100% collection of the sold units.

Bring the dealers to our side so that they give the batteries to RA.

Establish the price benefit for the surrendered battery.

UBC Communication Strategy

Bring in the social responsibility related to disposal to the right people. Establish RA as the socially responsible company that even offers financial benefit to

the consumer for surrendering the battery. Highlight the government law for unlawful disposal and to the wrong people.

Media Vehicle (UBC)

Print media

A4 leaflet

Cultural Programs:

Establish Brand awareness with promoting Lucas as a product of Rahimafrooz. Our mainmotto is to provide better customer relationship.

Consumer Insight

When you have the right battery equipped for your automobile, you can drive for longer timewithout any worries.



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Target Group

The TG is primarily vehicle owners (preferably male) of the SEC A class along with their techsavvy and informed/aware young children, both concerned about their car/vehicle. They tendto get misled by their chauffeurs / drivers when the purchase is done in their absence and canbe directed by them if they are truly inclined. They have passion for a good brand and want touse the best for their vehicle.

Desired Effect on Consumers

Create confidence on the brand for its superior performance and reliability

Create aspiration about the brand in the consumer mind especially for youth (who aregenerally strivers)

Create a peace of mind who cares for his family for safety while on the road

Position Lucas as an ever green brand, bonding generations through its legacy

Establish Consumer Trust

Strong legacy of the brand that has been used for generations

The brand has offerings / choice for all vehicle types the brand is also to be seen aspioneering innovation in the category

The best buy for the consumer; establish an essence of value for money

Instigate Go by the brand for the youth segment; the bigger the brand the more youcan rely on it.

Brand Tonality

Superiority confident

Honest

Happy family

Vibrant and youthful

Media

TVC: A 40 sec full scale TVC needs to be developed (with 20/30 sec cut down version option)

The central theme of this new communication will be adapted later in RDC, press and all

outdoor communications.

Time Frame

Briefing to agency: April 1Story board submission April 12Story board finalization April 28Cultural event May 1 and 2nd weekUBC Campaign May 3 and 4th week

Briefing to agency: May 16First plan and Layout: May 20



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Final layout: May 26 Execution: May 27 Print May 28TVC production: June 1st weekMedia break June 2nd week

BudgetTotal estimated budget is maximum Tk 5.0 million.UBC 1 millionTVC- 2.5millionCultural programs- 1.5 million


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