The Communication Goal

Over the last decade and a half, Scooters have transformed into a very exciting category and are neck-to-neck in terms of sales with motorcycles today. Honda Activa is the market leader with 50% Market share. Hero Maestro Edge lags behind in sales as well as Brand Equity despite having some superior features at a competitive price.

Despite carrying out many multi-media campaigns the consideration for Hero Maestro continued to remain low.

This gap intensifies during the Festive period when the two wheeler category sales peak.

Thus, the task assigned was to improve consideration for Hero Maestro and generate leads while maintaining the Cost Per Acquisition during the upcoming festive season of 2017 (Sept-Oct).

The Situation analysis