What do consumers say?:
What do consumers say? School children “I stopped playing cricket in Class VIII after I enrolled in tuitions.” “I joined a football camp over the summer.” College youth “Our college cricket team just won 3 back to back matches. I wish I was a part of the team!” “Time just flies! We watch movies, hang out in the malls…” “My friend invited me to play badminton with her. I wanted to go but I thought I’ll just make a fool of myself.” Young, unmarried professionals “Its difficult for me to be regular. Deadlines come up suddenly.” “Weekends I just want to relax. I wake up late, catch up with friends..” Parents “I have no time for myself. Work and family keeps me very busy.” “During weekday the only time I get with my family is when we watch tv together. Weekends we eat out, catch a movie.” “My 5 yr old takes tennis lessons. I watch him play. But I am too old to learn now.” Old people “I go for a morning walk everyday. It keeps me in good health.” “We are 4 neighbors, we take a evening walk together everyday. Then we sit and have tea together.”
Consumer Insights: Coaches, et. al:
Consumer Insights: Coaches, et. al Children “Initially a lot of small children join. Their parents want to keep them busy.” “After Class V children start dropping out of regular classes. Parents make them join tuitions instead.” “A lot of kids sign up for our summer camps.” “Sports like tennis, basketball, football are also popular. Its not just about cricket.” Adults “Some people in their 20s come for classes. But they aren’t as regular as the kids.” “I do take some tennis lessons for adults in my club. Most of my classes are for children though.” “Adults are somewhat embarrassed when they learn alongside kids. Especially when the kid picks up faster.”
Idea: Never too late to Learn:
Idea: Never too late to Learn Rationale Since people haven’t learnt at a young age due to other priorities, they are discouraged from playing later Goal As a market leader, growing the market by encouraging more people to play. Business Plan With the increased visibility of Reebok, we would get a large proportion of the increased market.
Broad level implementation:
Broad level implementation Communicate “Its never too late to learn” Campaign Activation plan : Phase 1 – Target Families Phase 2 – Target Youth Tie up with coach/institutes Coaches need to offer training classes for adults Institutes need to have facilities available to conduct classes for adults Multiple coaches need to be engaged to Sales Bundling (Product) Store layout Benefit to Stakeholders
Social Media Sports, i.e. playing with others, is more fun than doing things individually
Implementation Phase One:
Implementation Phase One Rationale – Consumer Insight Story board Details of implementing specific activation plan Financials
Implementation Phase Two:
Implementation Phase Two
Social Media:
Social Media
What is impact of our campaign?:
What is impact of our campaign? Media Selection – Reach,impact , frequency – cost per thousand exposures Final point Growth in sports lifestyle projected (refer back to 1 st slide) Psychographic Social Business Reach – campaign reach Social and Psychographic People change habits because of campaign Increased enrollments in coaching classes, clubs Sales of sports equipment Increased engagement through
social media (sharing videos, pics , stories) Giving you more business Increased sales figures Sales of the bundle