A Creative Brief Strategy: BOSCH Tool - Outline Example

BOSCH Page A Creative Brief Strategy BOSCH TOOL Academia-Research BOSCH Page 2 Objective: 1. To provide a written guide describing the framework for the BOSCH lifestyle products advertising and marketing. 2. The intended audience is the owner of the business only, this plan is not intended to obtain financing from outside sources. 3. The scope of these plan is to provide a creative brief for the launch of the product. The key factors that are kept in mind are the profit, growth and the values of the company. Increase in Technology has made all of us want simpler and easier ways to solve our problems. Home is a valuable asset, a place which makes us comfortable and provides us with security and warmth. A place where our loved ones live with us . A special place where we share our joy and grief. A scratch on it leaves us numb and unhappy. BOSCH lifestyle products, Home Repair & Renovation and automotive machines will provide its consumers an easier and a trustworthy way to maintain their homes without worrying about the expensive labor & expensive tools . Mission Purpose – To provide fast, reliable lifestyle solutions for home needs. Vision – By providing consumers with effective and useful tools to maintain their home effectively. To teach the end consumer to handle the various automotive tools . Slogan – Good. Better .BOSCH. Company Summary The company will be associating itself with a number of lifestyle products in Brisbane, Sydney and Melbourne. Home repair and renovating. Automotive Maintenance. BOSCH Page 3 When asked in a survey to people from various walks of life - What is that frightens them the most about renovating and repairing their home? These were the answers we got Survey 1 This graph clearly tells us that time, extra effort and lack of proper, cost effective tools are the main reasons why home repair and renovation is considered as a tough task. Our lifestyle products will give our consumers an easier and effective way to repair and renovate their homes. Automotive tools will be a breakthrough in this field. Creative Brief Before considering the creative brief of the Lifestyle Products we will look upon the target audience. Market Segmentation 1. People under 25, single, working, highly dependent on labourers to do their work, working long hours away from home, keen on trying new products. Sector 1 2. People between 25-49, working, married, dual income, working hours not fixed, looking for simpler solutions and Brand loyalist. Sector 2 3. People between 35-49, well educated, very successful, Brand conscious, credit card owners, prefer traveling. Sector 3 4. People 45+, higher officials retired, keen on investing on home needs, knowledgeable and believe in the quality of the product. Sector 4 BOSCH Page 4 Lets view the sector % split up of our target audience . Its Human tendency to believe only what we see, especially if it deals with a product that we will be using at home. This is the method we will use to make our product a household name. We will launch a contest “Challenging Homes” where in people will call-in to the call centers or e-mail and register their home related worries with our companies. Our expert team consisting of a expert carpenter, a expert electrician and a expert home need consultant will repair and renovate people’s home using the automotive tools in front of their eyes inside their homes. The selection of the consumer queries will be totally random and the final discussion will that be of the expert team. The most important factor that will reach our target audience is the various techniques that our expert team will use to renovate their home and the usage of the automotive tools. The points that will be projected in the contest will be Easier resolutions to home repairing As less as 60 Minutes to repair using the automotive tools No compromise on quality Safety of the consumer The Show “Challenging Homes” will be telecasted on television and radio. Every Saturday and Sunday, our expert team will repair and renovate a home . We will target to repair about 24 houses in Brisbane, Sydney and Melbourne. Therefore our show will last two months. With this program we will be able to reach the target audience. People’s hands-on experience will make them share their experience with their relatives and friends, increasing the value of our product and its sales. BOSCH Page 5 Branding Product Name and logo Your Home…Safe In our Hands Packaging 1. Lifestyle products will come with one year warranty. 2. A 24-Hour Service center will guide the consumers to effectively use the lifestyle product and provide answers to their queries. 3.A usage booklet will contain all the repair and renovation techniques and lifestyle tips. Advertising Print Media – The company will issue an Ad thrice a week and a special ad with the real estate edition of the daily paper. Television – Television will broadcast the contest on weekends and a 30 seconds Ad about the contest and describing the features of the lifestyle products will be aired during the primetime (7.00 pm – 9.00pm) BOSCH Page 6 Radio – Radio will be the media partner in the contest and there will be a show aired between 5.00 pm – 9.00 pm, the time when people return home from work and our stuck in their vehicles due to traffic. Brochure – Papers printed with the product name, logo and its features to be distributed in busy areas such as stations, shopping complexes etc,. Web Presence – With the existing website the lifestyle products details also to be displayed. Response Templates – As common problems/solutions are encountered and solved, a set of standardized templates for initial responses will be developed. Alliances The company to make an alliance with the Small companies in construction – as the usage of tools will be essential there. Packers and Movers companies - to advertise the lifestyle products. Real estate companies - to showcase the brand value and create a trust among buyers. Market Trends Trend # 1-most important- rapid growth in technology so increase in usage of effective and innovative tools. Trend # 2-moderately important-consumer’s considering to repair and renovate as variable cost rather than buying new homes. Trend # 3-least important- growth in upgradation of electronic goods. Marketing Programs Sending a letter of announcement and brochures to all existing contacts and customers. Following the well-established steps of a public relations campaign( press release announcements, etc). Developing and purchasing “grand opening” announcements in the local news media. BOSCH Page 7 Main Competitors Below are examples of a brief analysis of BOSCH’s main competitors Competitor 1[name omitted] Top strength – A memorable name that will stick in the consumer’s mind Primary weakness – Focus on general electronic products Competitor 2[name omitted] Top strength – Longevity and experience , some one who has been in business for long. Primary weakness – Slow response and an unwillingness to take on new customers Sales Strategy Sales strategy for BOSCH is simple and straight forward. Customer satisfaction!! Happy customers will be repeat customers, and the will provide referrals to new customers. Sales Forecast The sales figure show the growth of the company over a period of four years in the lifestyle sector BOSCH Page8 Competitive Edge BOSCH’s competitive edge is that the owner already has a significant number of high quality relationships with current and potential clients. BOSCH has already overcome the barriers to entry in lifestyle products and is simply in the process of formalizing its hold over the lifestyle sector Key To success The key to success for BOSCH lifestyle products are: Marketing and Networking Responsiveness Quality Relationship Read More