Tuesday, November 2, 2010

Kareena Kapoor zooms in on Mahindra Rodeo

The svelte beauty of Bollywood Kareena Kapoor is all set to zoom in on the TVC from Mahindra Rodeo. The ad is being hoped to give fillip to the Mahindra two wheelers segment. Mahindra Two Wheelers entered the two-wheeler market in January 2009 with ‘Flyte’. This was followed by the launch of 2 new models, Rodeo and Duro, in September 2009. The company states that they are aware what they are trying to communicate. The scooter category is dominated by Activa followed by TVS Scooty range and Hero Honda Pleasure. If a new brand like Rodeo has to succeed, it must redefine expectations from a scooter and get people to see it in a new light. Even from a Portfolio perspective, Rodeo was targeted towards younger males, Duro towards older males and Flyte would be towards females. While Power and style have been played by for Rodeo however connect with the youth needs to improve. Currently there are 50 percent users higher age group users of Rodeo.
There is also a need for Unisex positioning of Rodeo so as to expand the TG base and also to have a stronger connect with its target audience by bringing fresher younger look to the brand and at the same time being feature. The company expect this new communication to give brand a younger & fun filled imagery. A brand which both the sexes would want to be associated it. Thus create a distinct imagery for the brand to differentiate it from other brands. Also continue with Power and style positioning and as there is a need to have a strong connect with its Youth audience and appeal to both the genders by talking their language.

The company is also clear about who their target audience are. The company claims that the voice of the TVC is of the Modern day Indian woman/ men who are independent, go-getter. According to the company, the target group is women/male aged 18 years and above, single and married, college students, fresh professionals. Since for them a scooter is seen as providing convenient mobility and independence from public transport. Company claims that existing scooter brands are either positioned as family scooters or as an instrument of easy transport. They do not address needs concerned with power or style. Research reveals that power is no longer only sought by men wanting a motorcycle. It is a motivator irrespective.

The scooter is targeting modern day Indian men/women. According to the company, more fun and funkier appeal and approach while communicating ownership experience of thrills and power, a cut above others and stylish ride is what Mahindra Rodeo is trying to give to consumers. It has convenient, innovative and latest smart features: Front Fuelling, telescopic suspension, 4 in 1 magnetic key (like central locking), digital display. Rodeo with its 125 cc power offers more power than its competitive set – Activa, Pleasure and the Scooty range. Other attractive features like largest storage space with illumination, impact resistant body, coloured mirrors, charging point etc

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