Creative Brief- CEAT

Gripp
Course: Marketing Communication & PR Specialisation
 Identify the core value proposition or
what the company does.
• Established in 1924 in Turin, Italy.
• Produces over 165 million tyres a year.
• Manufacturers tyres for passenger cars, two-wheelers,
trucks and buses, light commercial vehicles, earth-movers,
forklifts, tractors, trailers, and auto-rickshaws.
• Core value proposition of the company is being value drive
and providing technologically superior products.

Describe the
company?
 Identify the problem statement it’s trying
to solve or the opportunity it is trying to
achieve.
• The company has a lower market share as compare to it’s
competitors like MRF, Apollo, JK Tyres, Bridgestone, etc.
• The company needs to sell its new product line called

What is the •
‘GRIP’.
The market for passenger cars is increasing in India thus
the brand has an opportunity to capitalize on it.

brand
problem or
opportunity?
 Remember your learnings from Module 1
of the specialisation.
• Promote the USP of the new tyre technology which provides
superior grip.
• Increase market share in the two wheeler tyre category.

What is the •

•
Create a strong and promising brand image in the minds of
the people.
Distinguish itself from it’s competitors by positioning itself as
a brand that cares about the safety of the rider/driver and

objective of the passengers.

the
campaign?
 Describes the persona of the target
including these points:
Age
Who is the Income group
Motivations
target Pain points
audience? Perceptions
• Age: 20-40 year old both Male and Female.
• Income group: Lower and Middle Income group.
• Motivations: People with two wheeler vehicles looking for
high quality tyres but don’t want to spend too much on it.
• Perceptions: Better quality tyre will provide a higher grip
support and ensure safety on roads during close calls.
 Remember to state the consumer insight
and not the brand insight.
• Many people have lost their lives on Indian Roads as they
are filled with reckless drivers, ignorant pedestrians and
substandard vehicle quality.
• Reckless driving is a major concern in the Indian society
and majority of the deaths are caused due to over
speeding.
• People don’t consider the benefit of having a superior

What is the
quality tyre, especially bikers.
• People need something that they can relate to.

consumer
insight?
 What is the communication message that
you need to deliver from the insight that
you have derived?

What is the •

•
Need to focus on India’s perilous driving conditions and
how good tyres can help a motor cycle rider avoid
accidents.

key message
The campaign should be grounded around reality.
• Position the campaign as “Be idiot safe” from which we try
to convey that the road is full of idiots who do not follow
road discipline. Since these idiots cannot be taken off the

that you can road, the tyres of your two wheeler should have a superior
grip so that you can stop when necessary and save
yourself.

form from
the insight?
 Identify the competition strength and
distinguish yourself from your
competitor.
• The company faces stiff competition in the OEM (original
equipment manufacturers) from brands like MRF and
TVS.
• The company has a higher brand equity in the
replacement tyre market compare to its competitors.
• The company has a wider product portfolio and offer

What is the •
superior quality product at competitive prices.
First company in India to get the ISO/TS 16949:2002
certification.

competitor
analysis?
 Remember the difference between brand
personality and the target audience (build
the brand personality with at least 4
personality traits and at least one brand
asset)
❖ The brand is considered as
• Rugged
• Durable

Describe the •
•
•
Youthful
Dynamic
Premium

brand ❖ The brand’s logo reflect trust and warmth.

personality.