HMT Brand Makeover
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Transcript of HMT Brand Makeover
We are ticking again!
We are ticking again!
Brand HistoryFirst company to start watch manufacturing in IndiaProduct range of HMT WATCHES LIMITED include more than 1500 models to choose from catering to all segments of the marketThe brand has consecutively been adjudged as one of the best Indian brands in surveys by leading agencies in the country.
Purpose of StatementRe-introducing and re-positioning HMT in the watch market.Competitive Analysis (market share, strategies, ad campaigns etc.)Restructuring of the product lineTracking trends in the market through consumer studies. Thereby defining HMT core target group and sub-target group.
Repositioning StrategyReposition the brand HMT in the market.Target Group Core TG: 16 to 24 (Youth) and 27 to 40 (Corporate)SEC ABAll Metros and II-tier cities
Launch of new product range to cater to the core TGApply a marketing strategy to suit the product range and the core TGUse of appropriate ad campaigns via media vehicles to convey the new look of HMT
HMT REBEL SERIESTG: 16 TO 24 YRS (MEN)SEC ABPRICE: INR 699 to INR 1599SYNOPSIS: Impatience, fast-paced, adventurous, pro-change, seeking his own identity his own way, culturally rooted, yet perceiving culture in a new light!
HMT DOLL SERIESTG: 16 TO 24 YRS (WOMEN)SEC ABPRICE: INR 699 to INR 1599SYNOPSIS: Individuality, enjoys her own space, thinks on her feet, stylish, naughty, innocent attention seeking.
HMT MiNSK SeriesHMT MiNSK MiNSK MEN and MiNSK WOMEN TG: 27 to 40 (Male & Female)SEC A A+PRICE: INR 7999 to INR 12999SYNOPSIS: CLASS, ELEGANCE, POWER TO SPEND, WELL READ, ENJOYS A CERTAIN POSITION IN THE SOCIETY.
HMT : Portfolio Strategy 2010-12Opportunity to build image
Opportunity to stimulate sales
Optimum PositionInvest- Drive Image + Innovation
Support- Drive Image Support- Drive price-value Divest
Creative Brief Saatchi & Saatchi format
Who are we talking to: TG: 16 to 24 (Male & Female) & 27 to 40 (Male & Female), Students (SEC AB), Corporate professionals ( SEC A A+), All metros and II-tier cities.What is advertising intended to achieve: Change the attitude and perception of consumers towards HMTWhat does the consumer think of our product: Doesnt appeal, old-age, doesnt exist anymore.SMP (Single Minded Proposition): Return with a BANG!Support: HMT, its long existence in the market.Tone of advertising: In your face, call-to-action.
Media Plan FOR TG 16 to 24 (Male and Female)
Major focus on digital and social media marketingNew website with details like catalogue, pricing.Use of banner ads on web portals like Rediff, Yahoo, Msn etc.Brand promotion using Google Adwords and Google Adsense.Online competitions and fan pages on social media websites.Sponsoring college fests to gain brand visibility.Occupying FCTs (Free commercial time) on youth-centric channels like VH1, MTV, Channel [V], ESPN, Ten sports etc.Focus on magazines like Maxim, Rollingstone, Vogue, Femina & Major Dailies and Tabloids
Media Plan FOR TG 27 to 40 (Male and Female)
Major focus on digital marketing, business magazines, leading business dailies.New website with details like catalogue, pricing.Use of banner ads on web portals like Rediff, Yahoo, Msn, Afaqs.com, exchange4media.com, campaignindia etcBrand promotion using Google Adwords and Google Adsense.Occupying FCTs (Free commercial time) on Business and News channels, Sports channels, Discovery, NatGeo, Travel and Living etc.Focus on magazines like Forbes, 4Ps (Marketing and Advertising), General Interest Magazines etc.