MARKETING CLUB, UBSPresentation-3

By:Avinash ChennuriCMBA2, 1330

Established in 1971

Asia’s Largest Luggage manufacturer

World’s second Largest Luggage manufacturer

Dominant player in India

Market share

Flagship company of the Dilip G parimal group

121 60%

5 21continentscountries

1971

INTRODUCTION

pieces sold around the world

First brand to launch designer wedding collection

Outlets

Retail stores

150% Top of Mind

Brand awareness

100% Unaided Brand awareness

1300 800060,000,000

SITUATION ANALYSIS

VIP’s Sky bag’s new

Revolutionary product

“Backpack”

Target Audience:

YOUTH

Want to come up with new creative TV commercial

Also want to create social

Brand Awareness

OBJECTIVE

Building Brand awareness in both social media and TV commercial ad

Creating a new category ad and trendy ad

Involving customers in the Campaign

Rewarding customers

STRATEGY & EXECUTION

• John Abraham the brand ambassador of sky bags finds a new world where all the people walks in backward direction

• A woman is walking her dog backward, a cyclist is riding backward, in fact there is a movie poster of ‘Kill Bill’ starring actress Uma Thurman’s back with her Skybag backpack!

• John too walks into a store, buys his own bag and walks out of the store  backward, while the voiceover goes “Back is the new front”, and a tagline that says, “Move in style’.

TV Commercial

#BackIsTheNewFront

#Move InStyle

A Twitter contest invited users to tweet using #BlankIsTheNewBlank

• Show your Backpack • Show your unique style• Take your Reverse Selfie

Won Canon Digital Camera and Skybag speed backpack

#MoveInStyle contest that asked users to share their style quotient.

Social Media

RESULTS

• Right from bracing the community with #BlankIsTheNewBlank to getting them involved with the new style idea of #BackIsTheNewFront and #MoveInStyle with contests and reverse selfies, the social media communication has been focused towards the consumers and the young, urban, social-savvy crowd.

• The response on social seems to indicate that relevant contests and product as prizes always works. 

For a brand known for its stylish range of travel bags, Skybags needed something really quirky for communicating its new range of backpacks. The emphasis on “back is the new front” does that for the TVCs and adds that required recall value. Also, the extension on social media to communicate the new idea has been a well laid out plan.

#Conclusion

#Thank you