1. Account
Planning
Assignment
Vishakha Pithwal

2. Insight Mining

3. Product

4. A wrist watch
Not just a wrist watch!
A Bikers’ Wrist Watch Range which predicts
weather, states temperature, air pressure, has an
illuminated neon dial, offers GPS navigation,
lapse timing and is waterproof as well as
shockproof.

5. Brand Name

6. Storm Troopers
Adapted from the “Star Wars” movie
An Iconic symbol of Futuristic Machine Design

7. Business Issue

8. As the wrist watch range is owned by Fastrack (a TITAN
brand), it is seen as more of a college students/kids watch.
It does not appeal to the segment that we are targeting –
the bikers, who are more adventurous and mature and
hence want something masculine.
Challenge:
How do we tap this niche and profitable market?

9. Communication issue

10. As this is a more functionality-driven market. there is fierce
competition from international, established players.
Challenge:
How to attract bikers to buy equipment from ‘Storm
Troopers’?
How do we invoke that ‘aspiration’ within them?

11. Discussion guide

12. Target Group
 A guy X, 23 years old. Stays in a metro. Loves
the latest gadgets. Owns an R1 5. Part of a
local biker gang. Participates in biking rallies.
Likes to speed on empty roads late at night.
Likes going to long road trips with his bunch
of biker friends. Adventurous. Takes impulsive
decisions.

13. Purpose
To find trigger for purchase of such
gadget

14.  Occupation?
 Which bike do you own?
 How often do you travel?
 You travel alone or with friends?
 Do you plan your tours beforehand?
 Do you make spontaneous plans?
 Would you like to explore new places or rather go to a known place?
 Do you participate in bike races?
 Do you participate in biker rallies?
 What bike accessories do you own?
 Do you wear a watch while biking?
 Do you have any specialized/separate watch?
 What functionality does it offer?
 Have you ever faced any problems with it while driving?
 Would you prefer digital or analog?
 Which features do you think would be helpful in a watch?

15. Clusters & Core thought

16. Respondents
Ishank Gorla Mikrant Jamwal
Ishan Naman Sinha Mohit Bali
Anubhav Pahwa Vishwas Bishnoi
Onkar Naik Aditya Gaurav
Akshay D Mandlik Shivain Mehta
Anshul Yadav Asif Hussain
Puneet Kumar
Ishan Dhar

17. Clusters
 After clustering and re-clustering the groups, we
finalized 2 clusters according to their different
requirements as well as aspirations:
 Cluster I: People that already have a biker watch
and are aware of existing brands; have specific
needs.
 Cluster II: People that do not own a biker watch
but would like to try if given exposure.

18. Insight 1
Proposition 1

19.  Insight: Bikers think that they are invincible and hate
to admit that they need assistance of any kind.
 Proposition: Know what’s coming your way!

20. Insight 2
Proposition 2

21.  Insight: Most of the bikers have their own gangs and
they don’t like to be left behind or be seen as someone
who does not know the roads well.
 Proposition: Lead the pack!

22. Concept
Development

23. Concept Board 1

24. Concept Grid

25. TARGET: BIKERS, ON-ROAD TRAVELLERS
CONCEPT PRODUCT INSIGHT FUNCTIONAL EMOTIONAL REASON TO
NAME IDEA BENEFIT BENEFIT BELIEVE
DISCRIMINATOR
BIKERS THINK
STORM SPECIALIZED THAT THEY ARE EXCLUSIVELY DESIGNED WATCHES CUM
TROOPERS WRIST INVINCIBLE AND GADGETS TO ASSIST ON-ROAD TRAVELLERS
WATCHES FOR HATE TO ADMIT
BIKERS THAT THEY
NEED
ASSISTANCE OF
ANY KIND
EMBEDDED CAREFREE FUTURISTIC
GADGETS TECHNOLOGY

26. Concept Statement

27. Crafting the Concept Statement
3 elements to consider:
• Content – what goes into the concept
• Structure – how the content is put together
• Style – crafting the concept to the target audience

28. Concept Statement Content
TARGET: BIKERS, ON-ROAD TRAVELLERS
CONCEPT PRODUCT INSIGHT FUNCTIONAL EMOTIONAL REASON TO
NAME IDEA BENEFIT BENEFIT BELIEVE
DISCRIMINATOR
BIKERS THINK
STORM SPECIALIZED THAT THEY ARE EXCLUSIVELY DESIGNED WATCHES CUM
TROOPERS WRIST INVINCIBLE AND GADGETS TO ASSIST ON-ROAD TRAVELLERS
WATCHES FOR HATE TO ADMIT
BIKERS THAT THEY
NEED
ASSISTANCE OF EMBEDDED CAREFREE FUTURISTIC
ANY KIND GADGETS TECHNOLOGY

29. Concept Statement Structure
Concept Content Draft Concept Statement
Bikers think that they are invincible and hate
Consumer insight
to admit that they need assistance of any kind
Storm Troopers
Name
Specialized wrist watch range with embedded
Idea/Discriminator gadgets for bikers
Reason to believe Futuristic Technology
Exclusively designed watches cum gadgets to
Reprise of discriminator assist on-road travellers
or ‘why you buy it’

30. Concept Statement Style

31. Target, Values, Personality, Essence
Storm Troopers
Adventure;
Bikers, On- Freedom to explore
road travellers
Target Essence
Audience Informal, Personal,
Functional, Emotional,
Masculine, Sensational, Individualistic
Values Personality

32. Final Concept Statement
Final Concept Statement
Bikers think that they are invincible and hate to admit
that they need assistance of any kind.
Using this watch will make you know what’s coming
your way! You will be ahead of time and everyone else.
You’ll know it all.
And therefore, your worries can take a back seat until
you enjoy the care-free ride.

33. Concept Board 2

34. Concept Grid

35. TARGET: BIKERS, ON-ROAD TRAVELLERS
CONCEPT PRODUCT INSIGHT FUNCTIONAL EMOTIONAL REASON TO
NAME IDEA BENEFIT BENEFIT BELIEVE
MOST OF THE DISCRIMINATOR
BIKERS HAVE
STORM SPECIALIZED THEIR OWN EXCLUSIVELY DESIGNED WATCHES CUM
TROOPERS WRIST GANGS AND GADGETS TO ASSIST ON-ROAD TRAVELLERS
WATCHES FOR THEY DON’T
BIKERS LIKE TO BE LEFT
BEHIND OR BE
SEEN AS
SOMEONE WHO
DOES NOT EMBEDDED SENSE OF A FUTURISTIC
KNOW THE GADGETS – LEADERSHI TECHNOLOGY
ROADS WELL. BEING AHEAD P&
OF ALL SUPERIORIT
Y

36. Concept Statement

37. Concept Statement Content
TARGET: BIKERS, ON-ROAD TRAVELLERS
CONCEPT PRODUCT INSIGHT FUNCTIONAL EMOTIONAL REASON TO
NAME IDEA BENEFIT BENEFIT BELIEVE
DISCRIMINATOR
MOST OF THE
STORM SPECIALIZED BIKERS HAVE EXCLUSIVELY DESIGNED WATCHES CUM
TROOPERS WRIST THEIR OWN GADGETS TO ASSIST ON-ROAD TRAVELLERS
WATCHES FOR GANGS AND
BIKERS THEY DON’T
LIKE TO BE LEFT
BEHIND OR BE EMBEDDED SENSE OF A FUTURISTIC
SEEN AS GADGETS – LEADERSHIP TECHNOLOGY
SOMEONE WHO BEING AHEAD AND
DOES NOT OF ALL SUPERIORIT
KNOW THE Y
ROADS WELL.

38. Concept Statement Structure
Concept Content Draft Concept Statement
Most of the bikers have their own gangs and
Consumer insight they don’t like to be left behind or be seen as
someone who does not know the roads well.
Storm Troopers
Name
Specialized wrist watch range with embedded
gadgets for bikers
Idea/Discriminator
Futuristic Technology that helps you be ahead
Reason to believe
of all
Reprise of discriminator Exclusively designed watches cum gadgets to
or ‘why you buy it’ assist on-road travellers

39. Concept Statement Style

40. Target, Values, Personality, Essence
Storm Troopers
Leading the way
Bikers, On-
road travellers
Target Essence
Audience Informal, Personal,
Functional, Emotional,
Masculine, Sensational,
Individualistic as well as social
Values Personality

41. Final Concept Statement
Final Concept Statement
Most of the bikers have their own gangs and they don’t like
to be left behind or be seen as someone who does not know
the roads well.
Bikers like to lead and not follow. Within their gangs, they
like to be always updated about the routes, weather and so
on.
It gives them a sense of superiority and is also a status
symbol among their friends.

42. Thank you!