INTEGRATED MARKETING

COMMUNICATION
Team Name: LocoMotors
Team Members:
 Anand Raj (110007)
 Ayushi Singh (110015)
 Sandeep Kumar (110046)
 Siddhant Ranjan (110053)
 Akash Deep (110067)
 Harshita Kashyap (110081)

Product Name: E-Bike

Need for electric bikes

The emission of greenhouse gases is and air pollutants are increasing rapidly. Electric
vehicles are one of the ways to beat the pollution caused due to emission of greenhouse gases
by vehicles. Research has shown that electric vehicles are better for the environment and
electric vehicle has zero exhaust in emission and it helps to reduce harmful air pollution
caused by emission from vehicles running on petrol or diesel. These all lead to societal
benefits which include national security benefits better air quality and health domestic
economic development and environmental benefit. Moreover, they are cheaper to run as
owners of electric vehicles have the advantage of much lower running cost as well as they are
cheaper to maintain. Also, some of the other savings by electric vehicles help financially. Not
just the financial benefit it also helps in making a better environment in term of health
benefits and savings energy for future

Product:
We at locomotors are launching two variants of Electric bikes.
Electro_z (E-cycle) Electro (E-bike)
Features: Features:
 Long-range battery (30 Km Per Charge)  Long-range battery (250 Km Per
 Full Twist Throttle for an easy, fast Charge)
commute  2 modes (Eco mode & Power Mode)
 5 Level Pedal Boost   Disc Brakes
 Smartly placed Multi Dynamic Display  Aluminium Alloy wheels
with LED Battery Level Indicator  Dynamic electric display
 Aluminium alloy frame  In-Built GPS
 Disc Brakes  Charge with 220 v Output
 Auto Electric cut off while breaks are  Speed of 160 kmph (60 km in 1
applied minute)
 The speed limit of 25kmph
Table 1.
Our both variants will be specially designed with the latest technology in that trajectory.

Objective:
We provide energy-efficient vehicles to commute sustainability.

Budget:

Our initial planned investment including manufacturing and promotional cost are given
below:
Fixed cost
Machinery = ₹50,00,00,000
Building = ₹100,00,00,000
Outlet + Service Expense = ₹ 5,00,00,000
= ₹155,00,00,000
Promotion/IMC budget = ₹5,00,00,000
Total = ₹160,00,00,000
Segmentation, Targeting and Positioning

Segmentation
Behavioural Segmentation
Based on characteristics like Save fuel, save the earth from pollution and environment-
friendly

Demographic Segmentation
For Electro_z (E-cycle): Between the age of 12 years – 18 years
As per law to ride a bike license is mandatory so for students going to schools and colleges
below the age of 18 (At the age of 18 years license is granted in India) our product is
designed.
For Electro (E-bike): People of age above 18 years

Psychographic Segmentation
Based on the lifestyle of people as initially our outlets will be in metro cities only.
Also, on the basis of interest and awareness among people related to the eco-friendly ride.

For segmentation following are the result of the research:

Between the age of 12 years – 18 years: 32,00,000
People of age above 18 years: 3,00,00,000

Targeting

Our target group are:

From the above segmentation, our TG will be
1. Parents of students going to school and colleges who are keen towards saving the
environment.
2. Students with age group between 12-18 years aware of environmental issue.
3. People above the age of 18 years motivated and well aware of doing something for
the environment.

Communication & Contact channels

 Figure 1.
Internal Communication

For better internal communication we have intranets which help in better connectivity
among all departments of the organization.

Figure 2.

All department is closely connected with the marketing communication manager so that the
message organization want to deliver to customers can be easily and speciously delivered.
Employee hub: For the contributive environment in the organization we have employee hub
where each and every employee can contribute according to their expertise resulting in lateral
communication within the organization.

External communication
Type of external communication:
1. Full duplex communication: It will be a 2-way communication in which we will
connect to our customers through our Customer service: -
 Executives for analyzing and addressing the problems asked on a different
platform
 Tele call centre for addressing queries via call assistant.
2. Broadcast communication: As our product is an industrial product and not for a
certain area so we will do broadcast communication.

Advertising:
It will be done through digital media as well as print media.
1) Digital Media
• Social Media (videos and creative content)
 These all message will be shown on Facebook, Instagram and YouTube.
 Also, some sponsorships through social media influencer [SM influencer
(review by celebrity/ bloggers)] will help in promoting the product.
• Vloggers
 A video blog will be shown on all digital platform related to our products

2) Print Media
• Magazines
 Review in Auto Magazines
 Ad in Science Reporter/Vigyaan Pragati to attract students
• Electric billboard
 Displaying ads on an electric billboard on prime location like a road junction, bus stop
etc. in the evening time and when the school hours ended so that more and more
customers can see.

Sponsorship
 Schools /colleges events to promote our product Electro_z (E-cycle).
 Organizing events like marathon/run city activities for saving the environment to
aware people about the use of e-bikes.
 It will help in gaining Publicity among customers about LocoMotors

Events and experience

• School\Colleges\Events
• Marathon
• Experience the ride in a nearby store to fell the joy of riding an e-bike

How our communication Model looks like: (Sender)

Advertising team Locomotors

Ecofriendly (Save Mother Earth), Sustainable Movement,

(Encode)
Green goers, build a better future for the offspring
Written
 Newspaper
 Magazines
Visual
 Television (Message Channels)
 Social media
 Electric billboard
 GIF, Animated videos

Can be easily decoded by the receiver (Decode & receiver)

Continuity\Frequency of advertising
 Organizing events on National holidays
 Displaying ads on electric billboards every evening and daytime on weekdays
 Displaying ads on the digital platform on a regular basis

Media Mix:
As we will be using both the medium so our media mix looks like:

Share In External marketing Communication

Digital Media
30%
Print Media

70%

Graph 1.
Also, further bifurcation is shown below:
Digital Media (70%) Print Media (30%)
 Social media (70%)  Magazines (45%)
 Vloggers (15%)  Electric billboards (55%)
 SM influencer (15%)

Customer Decision-making process

Cycle ride/bike ride/Eco-Friendly ride

Search related to eco-friendly vehicles

Evaluation of alternatives available with different manufacturers

Purchase from our Outlets

Share their experience and feedback on our social platform

What factors will affect the behaviour of the customer towards an e-bike?

 Awareness
 The whole world is thinking about saving the environment which will lead to
creating awareness
 Increase in numbers of technocrats who are always ready to try something new

Maslow’s hierarchy theory

Influencing others to do so Self-Actualization

Doing something for the environment Self Esteem

Building a sustainable future Love Belongings/Safety

Needs

Commuting Basic Needs

The Maslow theory states that the need generates with commuting and later it goes to do
something for the environment and also plays a role of influencer.
So, the role off customer’s is of:
1. Initiator role
2. Influencer Role

Tools used for IMC:

DAGMAR
Why we will use this tool?
 To measure awareness related to eco-friendly bike
 Taking specific action to aware the untouched
IMC Budget

Our IMC budget is ₹5,00,00,000 (5 Crores) per year.

Bifurcation of our budget is:
1. Digital Media
₹2,00,00,000 (4 Crores) per year
Posting an ad on Facebook = ₹8,496 / day for maximum reach
=₹ 32,00,000 Yearly (Instagram Included with Fb ads)
Expense on bloggers = ₹ 1,00,00,000 / year
Displaying ad on television = ₹1,40,00,000 per year
Google AdSense (For YouTube and websites) = ₹ 60,00,000
Other expenses = ₹ 70,00,000
2. Print Media
₹3,00,00,000 (1 Crores) per year
Posting a review in magazines = ₹80,00,000 per edition (will be published in 8
editions of 18 different auto magazines)
Posting ad in magazines = ₹25,000 per ad (will be published several students
magazines)