We recommend Gogoro invest $250,000.00 annually starting in 2023 and continuing through the 2024 season. In exchange for the sponsorship investment, we suggest Gogoro ask that the Royal Challengers allow Gogoro to place its logo on the advertisements that flank the cricket field where the Royal Challengers play home matches, M. Chinnaswamy Stadium (Royal Challengers Bangalore 2022). Through the sponsorships with Help Delhi Breathe, TiE, and the Royal Challengers, Gogoro will be able to demonstrate its understanding of both the cultural and psychological characteristics affecting India consumers’ buying behavior. Understanding what matters to Gogoro’s consumers, not only based on a product offering, but also based on brand and social consciousness, enables the company to holistically engage with consumers and provide maximum customer value.
MARKETING ORGANIZATION Gogoro’s marketing organization is led by chief brand officer Kirk James, who currently manages the company’s global marketing, communications, and brand strategy. In order to best serve and market to Indian consumers, we recommend establishing an international division tasked with understanding the regulatory environment, economy, consumer preferences, and consumer behaviors in India. Hiring individuals with prior experience introducing U.S. or Taiwanese brands to the Indian market would help Gogoro navigate the barriers to market entry and local requirements for foreign companies. The recommended structure of the marketing organization would be to appoint a vice president of market expansion for India, who would report to Mr. James. The VP of market expansion would oversee a team of directors, who would oversee the following departments: 1) Planning and Finance, 2) Communications, 3) Channel Management (which includes management of partner relationships), 4) Information Technology, and 5) General Counsel. The proposed organizational structure is pictured below:
PAG E | 2 3
