Page 12 - BPCL Journeys - A Special Edition for MAK Lubricants

JOURNEYS A whole new eover
2015-16
MAK’s transformational branding
initiatives have taken the MAK brand
from a journey of building brand
salience to brand resonance. We bring
you the latest MAKeovers that have
become the talk of the town!
MAK has taken an all new turn
with a three – pronged branding
strategy built on the cornerstones of
visibility to build awareness and recall, was necessary for us to do something
create buying triggers at the point of
sale and building long term loyalty
for the brand. The strategy includes
MAK City Branding, MAK Serve
and Transformational Branding of
Retailer Shops
1 MAK City
Branding Initiative
Communication about the brand
to the target segment can be
done in many ways, which include
ATL media like TV, Radio, Outdoors,
Print, Digital, Cinema etc. However,
the effectiveness of this type of
communication is very difficult to
measure, is costly, can be done for a
limited time and is highly cluttered.
Also, we are not very sure whether
communication has reached the
target segment or not.
To create an impact right at the point
of purchase to the target segment, it is
necessary to communicate visually at
the ground level where the customers
are able to see it – especially at the
point of purchase, which includes
Retailer shops, garages, Retail outlets,
Transport nagars etc. In a highly
cluttered market segment where
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multiple players are trying to garner
each and every bit of space available in
the city with their communication, it
differently so that we get the desired
level of brand visibility at the ground
level.
In line with this thought, MAK City
Branding Initiative was rolled out
with extensive communication in the
form of Retailer boards, glow sign
boards, wall painting, shutter painting,
Retailer shop/garage transformation,
auto back branding, LED boards and
much more which actually visually
communicates to the target segment
– mainly at the point of purchase there
by having an impact in the purchasing
decision.
This broke the clutter and gave the
desired level of impact for the brand
not only in that particular city but also communication as well as building
in the nearby areas/districts. This not
only created immense awareness for
the brand but also quantum leap in the
volumes too.
MAKCity branding is an initiative taken
up by the Lubricants SBU during 2015-
16 and continued in 2016-17 also. MAK
City Branding is a transformational
initiative, which focuses on creating
brand visibility opportunities across a
city for improving brand recognition
and recall.
CITY BRANDING
A transformational
initiative, which
focuses on creating
brand visibility
opportunities
across a city for
improving brand
recognition and
recall.
The purpose of this initiative was to
make MAK visible in every corner
of the city, with a sizable branding
investment spent judiciously to
create branding that is high impact,
innovative, effective, lasting and
gives the brand consistent and good
exposure. The initiative ultimately
has the purpose of generating a pull
for the product through increased
visibility, brand recall and repetitive
a strong connect with ground level
influencers. This initiative is not only
for creating brand awareness and
brand recall for MAK but also to
achieve a quantum leap in volumes
sold in that market and there by
garnering no. 1 position.