Kinetic’s Millennium account goes to Grey Worldwide; Jupiter, Euro open for pitch
Unveiling the seven new models of Italiano scooters, Kinetic Motors has announced that it is open for a pitch for Jupiter and Euro. The account for Millennium, which will be launched in the market in the next six to eight weeks, has been handed over to Grey Worldwide, said Ajinkya Firodia, GM Marketing, Kinetic Motors.
The media account has been handed over to Madison. “The total media spends is pegged at Rs 10 to 12 crore,” said Firodia.
On the creative business, he said, “Grey and Contract were shortlisted in the pitch for Millennium. Grey has been working with us for a long while now and we decided to bet on them again,” he said. For the new brands, Jupiter and Euro, the company is open to new creative agencies, he added.
The company has major plans of promotion for the corporate makeover and the logo change. However, for the product launches the advertising would be done tactically depending on the volume expected from each model, he said.
Seven new models, Millennium, Formula, Velocifero, Euro, Dragster, Torpedo and Jupiter, were launched at a press conference in New Delhi on Tuesday with a price tag ranging from Rs 30,000 to Rs 85,000.
Sulajja F. Motwani, Joint Managing Director, Kinetic, said, “The company plans to sell 1 lakh units in mopeds and motorcycles this fiscal, and in scooters, 1.35 lakh units. It expects 35 per cent growth from domestic sales.” Motwani said that this is excluding the numbers generated from the export business. “We intend to export 35,000 units, which includes motorcycles and scooters,” she said.
Motwani said that the company is focusing on scooter business and think that it is the right time to infuse energy into this segment. She denied that Kinetic has any plans to exit out of the motorcycle business.
Launching the new Italiano series, Motwani said, “While Millennium would be launched in six to eight weeks, Euro would be launched before Diwali. The rest of the launches will also happen in a phased manner although some products are exclusively targeted at the foreign market.”
The designs are retro to futuristic and the engine varies from 50 cc to 250 cc. Each of the design has been modeled in such a way that it gives the feel of driving a car. Dragster is suppose to make you feel like Ferrari, Formula should remind you of racing a car at Formula One, Euro is inspired from BMW, Jupiter should make you feel as if it’s nothing less than a Mercedes and so on. “Each of these vehicles have been personalize and targeted at different groups,” she said. Motwani said that 40 new dealerships would be launched especially to sell the Italiano series.
Our typical marketing budget is usually 10 per cent of the topline spend