Maruti Suzuki Ecco

8/9/2019 Maruti Suzuki Ecco

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Dentsu Creative Impact Pvt. Ltd., New Delhi, India




Background

The Automobile Industry in India is one of the fastest growing marketsand from a car buyers perspective, it s an industry looking to offer manychoices to a consumer across car segments.

But in a market which is booming, the C Segment compared to the othercar segments was stagnant largely on account of the fact that there wasonly 1 player I the market (Omni) and there were no options for customerslooking at upgrading.

On the other hand, this also offered a big opportunity for manufacturer sto tap into.

The EECO from Maruti Suzuki was introduced in the segment to offerconsumers another choice to choose from and tap into the potential in thesegment. The EECO was launched clearly with an aim of providingconsumers a VFM proposition.




M arketing Challenge

W ith the launch of EECO, MSIL had some challenges and they were:




P roduct Highlights




S trategy to overcome M arketing Challenge

Challenge 1 : Successfully launch the brand and achieve launch target sales volumesSolution :

Expand category by winning first time buyers of A1 and Lower A2 segment.W in within the C segment by expanding Eeco s opportunity amongst Omni Rejecters and Up-graders

Challenge 2 : Manage the Brand Image of the car - the segment has always traditionally had a commercialbaggage attached to it due to usage behaviors, whereas we wanted to build on a family car brand image.

Solution :P osition EECO as a Car and not a Van in order to create an aspirational value towards the brand.

Establish EECO as more stylish & comfortable for C segment Rejecters/Up-graders and as practical andpleasing as a small car but more spacious, more multi-purpose and better performance for A1& Lower A2

segment intenders.

Challenge 3 : Avoid/ M inimize cannibalization with OmniSolution :

P osition EECO as a Car and not a Van and pitch it as a personal use car




Communication Challenge contd..

The biggest communication challenge was to develop a platform for thebrand with which audiences could be engaged. The challenge was furtheraccentuated by the fact that the product was largely functional with noaspirational features when compared to the other cars in the market.

Also, research showed that :

C segment or the M P V segment (Omni) had an image issue, the commonperception being that the offerings are meant for Commercial purposes

such as taxi fleets, maxi-cabs, school vans etc and hence this manifested ina way that people perceived the offerings were not meant for personaluse and could not be used for families.




Communication Challenge

Also, given the fact that it had a Commercial segment tag to it, there was practicallyno P restige or Show-off value which the C segment cars could offer. This thereforewas a big deterrent, infact almost an Entry barrier for people to consider C segmentofferings. Therefore, it was critical to steer the brand away from this common belief ina manner in which communicate about it to families so as to bring it into theirconsideration.

Another important aspect which we needed to factor in was the fact that we arelooking to expand the category by pulling in A1 and Lower A2 segmentshoppers/intenders.

The fact, that A1 and Lower A2 segment cars call for a big compromise in space andcomfort often result in compact cars not being ideal to carry a family. Therefore, forEECO it was an opportunity to call onto buyers in the segment who always had a latentdesire in the user to move to a bigger option as to be able to travel together with theirfamily.




Brand Launch P ad

G iven, EECO s product promise of Space, P ower and Comfort, welooked to pitch the brand to buyers with large families. Hence, itwas important that the communication for EECO needed torevolve around the family, it was also important to highlight theirslice of life (situations, i.e. Holiday s, P icnic, W eddings, Receivingguests etc).

W e also had to ensure that the car ( EECO ) is an integral part in

whatever they do (since branding was key) and that thecommunication creates a buzz for the brand through relatablesituations and unique execution




The Big Idea for the Campaign

Our Big idea to highlight our intent was to create an EE CO FAM ILY .A family that is funny andquirky so that it breaks the clutter but at its core is like any other family we see. Therefore, theplots revolved around their slice of life (holiday s, weddings, picnics, receiving guests etc).

Our Idea was to do something unprecedented, i.e. bring together some of the most popular

comedians & veteran artists across generations and genres and create our Eeco family. Therefore,all the characters we chose were from different popular and successful tele-serial and soapsintended for the families. W e also made sure that each artist is from different comic genres andhas an already established personality and has a mass appeal which is relatable across India.

In order to make the mainline campaign more engaging, we wanted to break the conventional

advertising mould by changing the format for our TVC. W e decided to create a series of SITCOMlike TVC s showcasing the EECO family. The idea was to induce the involvement & engagement bymaking each one of them look like a tele serial so that in each TVC there is an entertainmentvalue w.r.t W hat s the EECO family up to now which audiences would want to look forward toand enjoy.




The EE CO FAM ILYTREE




Campaign Ex tendibility with the EE CO family

The thought was to establish EECO as a great family car that brings everyonetogether (create empathy) by ensuring the communication and its charactersbecome a talking point amongst the public at large.

Therefore with EECO family being at the forefront of whatever we dida)we wanted to create a long term brand property for EE CO which would be distinctto create a buzz . EECO family allowed the brand to make its communicationextendable (strategic and tactical).

b) It allowed for creating consumer excitement via associations (sports and events) &

c) Create a communication that would spread the buzz through topical issues as andwhen required.(festivals, marriages etc)




Specific market challenges to be overcome

EECO as an offering from MSIL had a very strong sales potentialin the Tier 1 and Tier 2 towns and hence it was critical for thecommunication to address this T G through relatable situations

revolving around their life.




Implemented Communication

A 360 degree launch plan was implemented. Key media vehicles ± TV (Popular TV channels were selected - National as well as Regional channels ) ± P ress ( National publications were supported with Vernacular Publications ) ± Radio ± Outdoor ± Activation in Big Bazaar (big chain of retails outlets which specializes in family purchases, large super mart

offering something for everyone)

± W eb (micro site) ± Launch events for press, press previews for auto journos and business journos, regional press launchevents covering top 16 cities across the country

TV C Details ± Trailer Film (20 sec) A promo like film for the EECO family was aired for duration of 12 days to create a buzz

about the newly launched EECO car. It captured the salient features like Space, AC, P ower and P rice andP rice and showed snippets of the characters in the family.

± Launch Film (45 sec) - The launch TVC introduced the complete EECO family and the car. The tvc focused on

the space and the powerful AC. ± 7-seater Film (30 sec)- A separate TVC was created and aired to promote the 7 seater EECO

Also, 2 more episodes (films) are lined up to break soon this Quarter to continue the fun & excitementof the EECO family.




Impact of communication The Brand Track results

The brand track study done by an independent organization G FK Mode has brought out some veryencouraging results. The study was done among intenders (planning to buy a car in the A1 and A2segment in the next 2-6 months). The study indicates that EECO has witnessed a very successful launch.Both the creatives released in the media were highly successful in creating Awareness and Desireamongst the consumers.

Some wonder figures

EECO Significantly ahead of other new launches in its initial weeks of launch with similar or lowerSOV. Clearly highlighting an effective launch.On Brand Consideration too, EECO was ahead of other new launches in the first 8 weeks postlaunch.Currently, 2/3 rd of the universe aware of the brand within two months of its launch.Brand consideration is at par with that of Omni (The old war-horse of the C segment)Relatively higher recall for the ad, with lower or similar SOV indicating the clutter breaking ability of the creative.Both the ads well above average on both ad recall and brand recall Average Brand Recall figure 71. EECO ads score much above average - 92 (Launch TVC) and 84 (Seven Seater TVC).*

* Average figure taken basis the ads tested till date in G FK Mode s Brand track.




THANK YOU



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Maruti Suzuki Ecco

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