Cockpit: Case solution submitted by Team BOHEMIAN from IIM Raipur The Case Study: About Cockpit: Nyper Motors Ltd. is a European car manufacturer, which specializes in making luxury sedans (price starts from USD 35,000). Nyper motors now wants to enter India, where they are planning to launch “Cockpit”, a hatchback, which they are aiming to sell at USD 16,000, thus tapping India’s youth segment. Cockpit will be a combination of luxury and thrill. Nyper has recently developed a fuel saving technology for their cars, which they are planning to plug in with Cockpit, thus making a perfect offering for Indian market. Nyper wants to release Cockpit in the annual AutoExpo event going to be organized in New Delhi, in two months from now. Before the event, Nyper wants to create demand amongst Indian youngsters without revealing the actual design of “Cockpit”, What Nyper is offering with “Cockpit”? - High on fuel saving, despite being a luxury hatchback, - The top speed of Cockpit is 250 km/h - First 100 cars will be having inbuilt GPS system coupled with prime accessories (free of cost) - First 10 buyers will be given a free of cost tour to Cockpit’s manufacturing plant in Germany, - People who buy cockpit, in the first two months of its launch, will be given 2 years service for free What Nyper wants in the marketing plan? - Nyper wants Cockpit should not be promoted as a car, but as an experience, - Apart from promoting on social media, Nyper wants to develop a mobile app for tapping young digital audience of India. What is “Feel the Moment”? Feel the Moment is the brand theme of cockpit, which focuses on a once in a lifetime experience. They want all their brand communication to reflect this idea. The Assignment: Nyper wants to create online conversations around “Cockpit” by engaging relevant people in order to create familiarity for the product. They want a marketing campaign which will correctly position the car in their niche thereby challenging ri vals like BMW, Audi and others

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2. 1
TARGET GROUP STUDY
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MEDIA CONSUMPTION PATTERN OF TARGET GROUP
3
CONTENT
4
5
6
7
SOCIAL MEDIA CHANNELS – SELECTION AND STRATEGY
MOBILE APP- FEATURES AND WORKFLOW
NATURE OF CONTENT TO ENGAGE AUDIENCE
METRICS USED
BUDGET
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3. CORE TARGET GROUP- MR ARYA CHOPRA
AGE : 20-35
LIFESTYLE : YOUNG PROFESSIONALS
RELATIONSHIP STATUS : SINGLE /NUCLEAR FAMILY
Comes from TIER I/II town ( Metro cities and Tier I cities of Punjab , Karnataka, Andhra Pradesh,
Chandigarh, Kerala etc)
Personality Traits : Adventurous, spendthrift , sporty , classy , hedonistic
Is willing to try out new things provided that it excites him
Social bug – plays computer games, surfs the web , downloads apps and music and is turned off by overt
traditional
Marketing extremes , either would be a die hard loyal or a critic
Lives on the
• Strong association with luxury , thrill and in trend should be generated for this TG
• Marketing Communication should be creative and exciting enough to demand his
attention.
NEED FROM THE CAR
• Should exude class and
luxury
• Should have great
reviews in market
• Should provide a good
experience
• Should be economic
hatchback
• GLAMORIZATION OF “ CATCH THE THRILL “
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4. MEDIA CONSUMPTION OF THE CORE TG
• Active/Passive participation BUT
HIGH EXPOSURE of social media.
• Checks social networking sites in
the middle of day to day activities
like traffic jam, lift etc
• WATCHES TV RARELY mostly for
cricket matches , movies etc on
weekends
• SKIMS through newspapers
• Checks reviews , testimonials
before making purchase decision
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5. MEDIA
SOCIAL BRAG
CONSUMPTION
OF
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THE
CORE
TG
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6. Link Shared
1,000,000
Channel
Global
India
Facebook 1000+
88+
Twitter
500+
20+
Mobile
6800+
78 % of
consumers trust
peer
recommendations
Tweets go viral
in seconds
25 billion of
tweets in 2010
and 728 billion
tweets in 2011
900+
50 % of the mobile Internet traffic in
India is of Facebook
48% OF YOUNG
AMERICANS SAID
THEY FIND OUT
Easier AUTOMATION,
TARGETING and
SCHEDULING
Status Updates
1,851,000
Friend Requests accepted
1,972,000
20 minutes of
Facebook
Largest Reach : No. of users (in million)
Wall posts
1,587,000
Photos uploaded
2,716,000
Message sent
2,716,000
Comments made
10,208,000
NEWS
ABOUT
THROUGH FACEBOOK
Tagged Photos
1,323,000
Event Invites
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1,484,000

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9. RIDE OUT MOBILE APP
RIDE OUT

10. RIDE OUT MOBILE APP
RIDE OUT

11. NATURE OF CONTENT- WEEKLY TIMELINE
• CREATE EXCITEMENT WITH ELEMENT OF SURPRISE
WEEK 1 • CONTENT SHOULD BE ENGAGING , INVITING AND REWARDING
WEEK 2
WEEK 3
WEEK 4
WEEK 5
WEEK 6
WEEK 7
WEEK 8
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12. 2
NEW
WEEKS OF ADVENTURE ! BE A PART OF LAUNCH STORY
MAGIC
ON
ROAD

13. WEEK 1 :
ASK PEOPLE TO GUESS THE PRODUCT
I AM SLENDER , I AM NEW
NYPER’S DREAM
AND YOUR PRIDE
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14. ENGAGE
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15. CREATE
EMOTIONAL
Indian Institute of Management Raipur
CONNECT
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16. PROVOKE
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17. NATURE OF CONTENT- WEEKLY TIMELINE
• CREATE EXCITEMENT WITH ELEMENT OF SURPRISE
WEEK 1 • CONTENT SHOULD BE ENGAGING , INVITING AND REWARDING
• NOW THAT PEOPLE KNOW IT IS HATCHBACK ASK THEM TO HAVE FUN WITH IT
WEEK 2 • LAUNCH MOBILE APP AND KEEP ADDING EXTRA FEATURES FOR A WEEK TO KEEP UP THE ENTHUSIASM FOR GAME , ASK PEOPLE TO SHARE SCORES
WEEK 3
WEEK 4
WEEK 5
WEEK 6
WEEK 7
WEEK 8
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18. SCAN THE QR CODE TO DOWNLOAD FREE MOBILE APP

19. NATURE OF CONTENT- WEEKLY TIMELINE
• CREATE EXCITEMENT WITH ELEMENT OF SURPRISE
WEEK 1 • CONTENT SHOULD BE ENGAGING , INVITING AND REWARDING
• NOW THAT PEOPLE KNOW IT IS HATCHBACK ASK THEM TO HAVE FUN WITH IT
WEEK 2 • LAUNCH MOBILE APP AND KEEP ADDING EXTRA FEATURES FOR A WEEK TO KEEP UP THE ENTHUSIASM FOR GAME , ASK PEOPLE TO SHARE SCORES
• LAUNCH THE THEME “ LUXURY AND THRILL “
WEEK 3 • ASK PEOPLE TO SHARE THEIR MOST THRILLING MOMENT IN FORM OF PICTURES , STORIES AND REWARD THE MOST LIKED STORY /PICTURE
WEEK 4
WEEK 5
WEEK 6
WEEK 7
WEEK 8
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21. NATURE OF CONTENT- WEEKLY TIMELINE
• CREATE EXCITEMENT WITH ELEMENT OF SURPRISE
WEEK 1 • CONTENT SHOULD BE ENGAGING , INVITING AND REWARDING
• NOW THAT PEOPLE KNOW IT IS HATCHBACK ASK THEM TO HAVE FUN WITH IT
WEEK 2 • LAUNCH MOBILE APP AND KEEP ADDING EXTRA FEATURES FOR A WEEK TO KEEP UP THE ENTHUSIASM FOR GAME , ASK PEOPLE TO SHARE SCORES
• LAUNCH THE THEME “ LUXURY AND THRILL “
WEEK 3 • ASK PEOPLE TO SHARE THEIR MOST THRILLING MOMENT IN FORM OF PICTURES , STORIES AND REWARD THE MOST LIKED STORY /PICTURE
• START LAUNCHING FEATURES LIKE TOP SPEED 25O KM/HR , FUEL SAVING TECHNOLOGY , PRICE
WEEK 4 • EXTRA HIGHLIGHT ON FEATURES LIKE INBUILT GPS , FREE TOUR TO GERMANY ETC
WEEK 5
WEEK 6
WEEK 7
WEEK 8
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23. DILLY
TO
BAREILLY
IN JUST AN HOUR
At 250 km/hr which other Indian city pairs could you
cover in an hour ?

24. NATURE OF CONTENT- WEEKLY TIMELINE
• CREATE EXCITEMENT WITH ELEMENT OF SURPRISE
WEEK 1 • CONTENT SHOULD BE ENGAGING , INVITING AND REWARDING
• NOW THAT PEOPLE KNOW IT IS HATCHBACK ASK THEM TO HAVE FUN WITH IT
WEEK 2 • LAUNCH MOBILE APP AND KEEP ADDING EXTRA FEATURES FOR A WEEK TO KEEP UP THE ENTHUSIASM FOR GAME , ASK PEOPLE TO SHARE SCORES
• LAUNCH THE THEME “ LUXURY AND THRILL “
WEEK 3 • ASK PEOPLE TO SHARE THEIR MOST THRILLING MOMENT IN FORM OF PICTURES , STORIES AND REWARD THE MOST LIKED STORY /PICTURE
• START LAUNCHING FEATURES LIKE TOP SPEED 25O KM/HR , FUEL SAVING TECHNOLOGY , PRICE
WEEK 4 • EXTRA HIGHLIGHT ON FEATURES LIKE INBUILT GPS , FREE TOUR TO GERMANY ETC
• GUESS THE NAME
WEEK 5 • HASHTAG COCKPIT , ORGANIZE TWITTER MARATHON
WEEK 6
WEEK 7
WEEK 8
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25. TWITTER
MARATHON
THE CONCEPT
Invite people on facebook and twitter to play twitter
marathon
People are asked to tweet with the hashtag #cockpit
Give away two exciting prizes
1. For maximum number of tweets
2. Most re-tweeted tweet
GOAL :- Be the trending topic on twitter , increase
awareness and create interest
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26. NATURE OF CONTENT- WEEKLY TIMELINE
• CREATE EXCITEMENT WITH ELEMENT OF SURPRISE
WEEK 1 • CONTENT SHOULD BE ENGAGING , INVITING AND REWARDING
• NOW THAT PEOPLE KNOW IT IS HATCHBACK ASK THEM TO HAVE FUN WITH IT
WEEK 2 • LAUNCH MOBILE APP AND KEEP ADDING EXTRA FEATURES FOR A WEEK TO KEEP UP THE ENTHUSIASM FOR GAME , ASK PEOPLE TO SHARE SCORES
• LAUNCH THE THEME “ LUXURY AND THRILL “
WEEK 3 • ASK PEOPLE TO SHARE THEIR MOST THRILLING MOMENT IN FORM OF PICTURES , STORIES AND REWARD THE MOST LIKED STORY /PICTURE
• START LAUNCHING FEATURES LIKE TOP SPEED 25O KM/HR , FUEL SAVING TECHNOLOGY , PRICE
WEEK 4 • EXTRA HIGHLIGHT ON FEATURES LIKE INBUILT GPS , FREE TOUR TO GERMANY ETC
• GUESS THE NAME , ANNOUNCE THE NAME AND TAGLINE
WEEK 5 • HASHTAG COCKPIT , ORGANIZE TWITTER MARATHON
WEEK 6
• PROMOTE EXPERIENCE OF DRIVING A CAR
WEEK 7
WEEK 8
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30. NATURE OF CONTENT- WEEKLY TIMELINE
• CREATE EXCITEMENT WITH ELEMENT OF SURPRISE
WEEK 1 • CONTENT SHOULD BE ENGAGING , INVITING AND REWARDING
• NOW THAT PEOPLE KNOW IT IS HATCHBACK ASK THEM TO HAVE FUN WITH IT
WEEK 2 • LAUNCH MOBILE APP AND KEEP ADDING EXTRA FEATURES FOR A WEEK TO KEEP UP THE ENTHUSIASM FOR GAME , ASK PEOPLE TO SHARE SCORES
• LAUNCH THE THEME “ LUXURY AND THRILL “
WEEK 3 • ASK PEOPLE TO SHARE THEIR MOST THRILLING MOMENT IN FORM OF PICTURES , STORIES AND REWARD THE MOST LIKED STORY /PICTURE
• START LAUNCHING FEATURES LIKE TOP SPEED 25O KM/HR , FUEL SAVING TECHNOLOGY , PRICE
WEEK 4 • EXTRA HIGHLIGHT ON FEATURES LIKE INBUILT GPS , FREE TOUR TO GERMANY ETC
• GUESS THE NAME , ANNOUNCE THE NAME AND TAGLINE
WEEK 5 • HASHTAG COCKPIT , ORGANIZE TWITTER MARATHON
WEEK 6
WEEK 7
WEEK 8
• PROMOTE EXPERIENCE ASPECT RELATED TO CAR
• LAUNCH TEASER VIDEO
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31. NATURE OF CONTENT- WEEKLY TIMELINE
• CREATE EXCITEMENT WITH ELEMENT OF SURPRISE … ASK AUDIENCE TO GUESS PROUCT
WEEK 1 • CONTENT SHOULD BE ENGAGING , INVITING AND REWARDING
• NOW THAT PEOPLE KNOW IT IS HATCHBACK ASK THEM TO HAVE FUN WITH IT
WEEK 2 • LAUNCH MOBILE APP AND KEEP ADDING EXTRA FEATURES FOR A WEEK TO KEEP UP THE ENTHUSIASM FOR GAME , ASK PEOPLE TO SHARE SCORES
• LAUNCH THE THEME “ LUXURY AND THRILL “
WEEK 3 • ASK PEOPLE TO SHARE THEIR MOST THRILLING MOMENT IN FORM OF PICTURES , STORIES AND REWARD THE MOST LIKED STORY /PICTURE
• START LAUNCHING FEATURES LIKE TOP SPEED 25O KM/HR , FUEL SAVING TECHNOLOGY , PRICE
WEEK 4 • EXTRA HIGHLIGHT ON FEATURES LIKE INBUILT GPS , FREE TOUR TO GERMANY ETC
• GUESS THE NAME , ANNOUNCE THE NAME AND TAGLINE
WEEK 5 • HASHTAG COCKPIT , ORGANIZE TWITTER MARATHON
WEEK 6
WEEK 7
WEEK 8
• PROMOTE EXPERIENCE
• LAUNCH TEASER VIDEO
• UNVEILING THE MAGIC
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34. METRICS USED
• Total reach ( weekly
Report )
• Number of likes
• Engagement
• Reach of each post
• day wise reach
• Time of the day
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35. METRICS USED
PROGRESS METRICS
• Number of followers
• Numbers of following
• Number of tweets per
day
• Number/Percentage of
original tweets
• Number/Percentage of
Re-tweets
• Number/Percentage of
@replies or DM’s
• Number/ Percentage of
links used in tweets
• Time of day when you
tweet most
•
Klout Score
ENGAGEMENT METRICS
•Number of times people
re-tweeted you
• Total reach of retweets ( determined by
re-tweeter’s number of
followers)
• Number of times your
hashtag is used
BRAND AND REPUTATION
MONITORING METRICS
• Number of times crucial
keywords appear in
tweets
•Number of times your
brand name appears in
tweets
CONVERSION METRICS
•Number of click-throughs
on shortened and/or
trackable URL’s
•Number of Referrals from
Twitter
•Number of complete actions
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through Twitter ( such as
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36. Social Media Campaign Budget
Expense Tiltle
Details
Amount (lakhs)
80
Total Expenses
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37. THANK
YOU
SIMPLIFY
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