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Group 9
Should Bosch have change sits name to MICO or should it have kept it
as BOSCH MICO?
by retaining the name MICO the company continues to enjoy the recall
and recognition that it has developed over the years
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)
Aftermarket Target Audience: All males, age group 25 years+, SEC BCDE all over
India
•Target Audience: both male and female genders aged 25 years or more in
major cities (Mumbai, Delhi, Bangalore, Chennai, Kolkata, Pune, Ahmedabad
and Hyderabad)
•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
•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
•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