Positioning, Branding Statement And Approach - Promotion of An Electric Motorbike - Management Assignment Help

Assignment Task

Positioning and branding statement and approach

Please provide a no more than a three page positioning and branding statement and approach. (This includes the storyboard.) that can be used for promotion of an electric motorbike (called XYZ) that is going to be priced at about 1.5 lakhs and is positioned to compete with Pulsar and Apache (that sell in the range of Rs. 1.2 lakhs to 2.25 L. The goal of this proposed branding and positioning statement is differentiate the offering from the existing petrol bikes and to create a demand for a bike that happens to be an electric bike (i.e., I would like to go an buy that bike now!!). Current sales volume in this segment is 2 million bikes. The goal is to get sales of about 60,000 bikes.

Some specifications of the bike are as follows.

1. Range 180-200 km on one charge

2. Acceleration is better than Pulsar 200 till 80kmph.

3. Top speed is 105 kmph. Competitor Pulsar and Apache can go upto 120 kmph.

4. Full charge in 6 hours from a 5 ampere outlet. 80% charge in 4 hours. Fast charge in 30 minutes.

5. Design of a prototype and how it looks is shown below

The target segment is the 22-35 year old male who may buy the bike for fun, for commuting, or as a feel good purchase that also provides transportation. The launch will be in June 2021; please keep in mind that some customer behavior elements will be influenced by Covid 19 effects.

Your response should contain the following

• Identification of current key drivers of brand perception motorcycles in this category in India.

• Use of the brand prism tool to construct possible brand gaps that can use used to construct a brand and value position

• Construct brand position along with the statement that encapsulates the position and the rationale of how it follows from the brand gap and why it will create a demand.

• Come up with a name. The name should be phonetically “macho,” should have connotations of energy, should be associable with the macho bike category and should be different enough from the current names in the category.

• A story board that implements the brand position (a storyboard is the narrative and flow that encapsulates the key ideas (directly and indirectly) that you want to present to the target audience – think of the Hari Sadu adverts or the Daag Achhe hain adverts and the story line).

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