BOSCH IN INDIA

Group 9
Should Bosch have change sits name to MICO or should it have kept it
as BOSCH MICO?

 Dual branding is the most feasible solution

By introducing the name “Bosch”, company succeeds in amalgamating

the local brand with its global partner

 by retaining the name MICO the company continues to enjoy the recall
and recognition that it has developed over the years

 Results of market research conducted by the company indicated that

MICO performed better than Bosch in terms of awareness, it also scored
higher on parameters such as quality, reliability and value for money
making it imperative that the brand name, MICO, be retained in the new
branding strategy.
Out of all the stakeholders which was the most important for changing
communication for Corporate Identity(CI)?How did it communicate
with the employee

Employees: Internal to the Company, with diverse cultural backgrounds

Customers: OEM (Manufacturers of cars, buses, trucks, tractors, two wheelers and
three wheelers), Aftermarket (Wholesalers, Retailers, Mechanics, Fleet owners, Truck
drivers, Tractor owners, Farmers who owned diesel pump)

OEM Manufacturers knew the most about Bosch

Aftermarket Target Audience: All males, age group 25 years+, SEC BCDE all over
India

Aftermarket TA Size: 11.78 million Mechanics and Truckers + 1 million

Fleet Owners + 16 million Farmers = 28.78 million

•Media: Print, Radio and Television Journalists

•Opinion Leaders: Government Officials, Senior Bureaucrats Trade

Associations (CII, FICCI), Industry Bodies that influenced Policy Making

•Target Audience: both male and female genders aged 25 years or more in
major cities (Mumbai, Delhi, Bangalore, Chennai, Kolkata, Pune, Ahmedabad
and Hyderabad)

•Total Combined Audience of Media and Opinion Leaders: 2.75 million

•Aftermarket is the most important TA since they are the largest in size and
have limited reach of mass media, while working mainly on contacts

•Most important in Aftermarket were mechanics followed by retailers since

they recommended & pushed the parts to be used in the market
Analyze the corporate campaign strategy of Bosch critically ?(
OEMS ,Opinion Leaders Media etc)

•OEMSs were the least challenging target audience

•Opinion leaders were most important to spread WOM
•Strategy was to highlight benefits of change and gain maximum
recall
direct marketing-direct mailers to OEMs
road shows-hands on experience of Bosch products
mass media campaigns- target audience were automotive
industry and trade associations

•Target audience was very niche thus television media was ruled
out and business dailies and auto magazines were focused on
How will you evaluate the effectiveness of the campaign including
PR as a part of promotion mix

it was reserved when it came to media but it opened it up for B3

The strategy was to conduct continuous meaningful dialogue with
the media to avoid speculation and maximize media coverage
Announcements of investments always attracted media attention
and thus it was a conscious PR strategy to attract media attention
It enabled them to get the highest share of gain in the industry
(reference: Exhibit 3)
Media did not know much about Bosch and for that Bosch took 14
journalists from reputed auto dailies and magazines to Germany to
show them their leadership status in the industry
•Despite B3, Bosch awareness was low among truck and tractor drivers

•Introduction of another campaign ‘say Bosch if you want MICO

•Post the heavy advertisements on DD, regional channels, local news and
cable channels and satellite channels; effective reach was seen

•Bosch has invested lots of money, efforts, time in building the brand Bosch
over MICO

•So, it should not further the target audiences by using MICO’s name as
•new audience will know it as Bosch and old audience have known this
•transition due to heavy advertisements