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Our steel industry credentials
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ADVERTISINGENGAGEMENT MARKETING
& A G E N C Y
industry
VBrand Development, Campaign, Consumer Activation and
Digital Engagement
irtual eyes is a creative agency with a equal leverage to Advertising and Engagement
Marketing , in short we make sure your brand is seen, heard and felt and create a buzz in
the market.
We’re a boutique but we’re perfectly in shape and put together a good fight both offline and
online i.e. advertising, film, design, events, digital, experiential, and every other skill in our
armory, to help our clients ,connecting consumers with their brand proposition and busi-
ness beliefs.
A A n established player in northern India having an
integrated steel plant decides to increase market share and improve realization over his existing product. Client calls Virtual Eyes and hands us a
brief for doing the needful and hands over a yearlong
communication & brand engagement duties.
P remier Group had opened a new manufacturing unit to
manufacture 1.5 lacs MT of TMT steel bars at Bagru Rajasthan.
It was a new market for the compant with no market share at all.
There were 4-5 large players including Rathi, Kamdhenu, TATA
and other regional players who had majority of market share.
G allanttIspat Ltd is a NSE & BSE listed entity with a annual turnover of Rs.1000 crore and operates fully integrated steel
plants in Gorakhpur and Kutch Gujarat manufacturing steel long
Products. Company sells its product through a well estab-lished network of dealer and
distributors across the region.
n established player in northern India having a steel
plant, manufacturing Re-Bars & Structural steel decides to increase market share and improve realization over his existing product. Client calls Virtual Eyes and hands us a
brief for doing the needful and hands over a year long commu-
nication & activation duties.
industry
A
Brand strategy & Development, Communications, campaign & engagement
n established player in northern India having an integrated steel plant decides to
increase market share and improve realization over his existing product. Client calls Virtual
Eyes and hands us a brief for doing the needful and hands over a yearlong communication
& brand engagement duties.
Key Issues
Statergy
• Company’s existing brand positioning in terms of product quality was low
• New brand was to be launched in premium category within its peer group
• What Marketing mix strategy to be adopted for a successful launching and promotion of new Brand
• Highlight the new innovation adopted by the company for this Product
• Adopted customized integrated market-ing communication tool including a Print/OOH Advertising campaign along with brand engagement initiative
• An year long IMC campaign was conceived and implemented around the idea “ Defending Lives” and importance of earth quake resistance product was highlighted during different phases of campaign
• Conceptualized and formulated a Print and a digital campaign keeping a 3d and CG aided creative visual to give a definite meaning for our concept.
• A well-constructed & conceptualized key influencer activation program was executed to engage the brand with 5000 architects, engineers, institutions etc. through direct meetings, Newslet-ters, Direct Mailers and incentive program.
• A total budget outlay of 5 Cr. was handled towards ATL & BTL spending
STATIONARY
With in year of
launch brand already commands a premium position with in its Peers
Direct reach to
Architects, Structural engineers, builders and other key influencers
New
Trade associates including distributor and dealers have been appointed across the region
Product is
making inroads across the region and sales growing by about 200% on MOM
POSITIVE RESULTS
Ideation of DEFENDO
Print Adaptation in Magazine
OOH adaptation & campaign
DIGITAL CAMPAIGN
NEWSPAPER INSERTIONS
NEWS
POP/POS
BROCHURE/CATALOGUE
CORPORATE EVENT& ACTIVATION
BUDGET OUTLAY
Print - 35%MagazinesBusiness TodayOutlook BusinessConstruction & ArchitectureConstruction WorldEPC World
NewspaperDanik BhaskarRajasthan Patrika
Out of Home - (25%)Billboards in 15 citiesSmall MediaWall Paint
PoP/PoS Support - (10%)LeafletsDanglersShop PainStationaryProduct Showcase standee
Key Influencer Activation - (20%)Direct Meeting with Architects - 200Direct Meeting with Engineers - 100
Defendo Budget Outlay - 4 Crore
Dealer MeetsDigital - 5%Social MediaE-mail CampaignOnline Advertising
Sponsorships - 5%Construction EventsArchitects Seminar
G
Key Influencer & Trade Activation, Collateral Designing
allantt Ispat Ltd is a NSE & BSE listed entity with a annual turnover of Rs.1000 crore
and operates fully integrated steel plants in Gorakhpur and Kutch Gujarat manufacturing
steel long Products. Company sells its product through a well established network of dealer
and distributors across the region.
Key Issues
Statergy
• Client was experiencing stagnancy in its sales and low brand recall factor among the target group.
• Competition had steadily started to take over the brand.
• Key Influencer Group i.e. Architects, Engineers etc were not much aware about the brand.
• Communication was reworked and a unique property which represents a core characteristic of steel bars strength at “CORE” was worked
• Comprehensive Engagement marketing campaign was launched to target key influencer community, at multiple cities of the state. Through this activation, in all about 500 Key influencers were engaged through various methods.
• Multiple technical and marketing training sessions were organized for Business Associates; Conclaves were organized for Architects and Engineers.
• Support of Print and OOH was also given during the activation campaign.
STATIONARY
Sales
saw an immediate rise due to the campaign
Key influencer
group began to recommend the brand to its end users.n
New brand identity was
accepted in the market and received a good response.
POSITIVE RESULTS
brand awareness
Ideation
NEWSPAPER AND MAGAZINE
OOH adaptation & campaign
POP/POS
BROCHURE/CATALOGUE
COLLATERALS
CORPORATE EVENT& ACTIVATION
Print - 15%MagazinesRegional MagazinesNewspaperDainik Jagran
Out of Home - (15%)Small MediaWall Paint
PoP/PoS Support - (25%)LeafletsDanglersDealer BoardsShop PainStationaryKey Influencer Activation - (45%)Direct Meeting with Architects - 300Direct Meeting with Engineers - 100Architect ConclavesDealer SeminarsMason Meets
Gallantt Budget Outlay - 1.5 Crore
BUDGET OUTLAY
S.No. Month Details Tentative area for Dealer, Training and canter activation
Dealer Technical & Marketing Training
Sessions
Engineer/Architect Activation areas
Quantity of Engineers/Architects
for activation
Architect/Engineer
Conclave
Architect/Engineer dinner meet
Distributor Dealer
Conference
1 April Creative Strategy, Brand Colletral Designing recruitment
2 May Brand Colletral Designing, PoP & Dealer activation program
3 June
Designing of corporate PDF Presentation for Gallantt, Printing of collaterals, Commencement of Dealer Training Program & Architect/Engineer Activation from Gorakhpur
1 Gorakhpur city 30
4 JulyCreating and designing of facebook page & blog of Gallantt. Architect activation & conclave designging & continuation of dealer training program
1Gorakhpur city, Basti (surrounding areas)
25 1
5 August Dealer & Architect activation and training program
1-2 Deoria, Sultanpur, Mau, Ballia
(surrounding areas)
25 1
6 SeptemberDesigning of Newsletters & dispensing the same for Architects/Engineers, Dealer & Architect activation and training program.
1-2Azamgargh, Gonda,
Faizabad, Rae Bareilly (surrounding
areas)
40 1-2
7 October Dealer & Architect activation and training program
1 Shahjhanpur, Lahimpur, Sitapur
(surrounding areas)
40 1-2
8 November
Designing of Newsletters & dispensing the same for Architects/Engineers. Dealer and Architect activation and training program. Commencement of canter activation from Lucknow
Lucknow, Sultanpur & Faizabad (Surrounding Areas) Lucknow city
40
9 DecemberDealer & Architect activation and training program, continuation of canter activation.
Gorakhpur, Basti, Gonda (Surrounding areas)
Lucknow city & Surrounding areas
60
10 JanuaryDesigning of Event collaterals for the Architect/Engineers conclave at Lucknow. Execution of conclave. Continuation of canter activation
Azamgargh, Mau, Ballia (Surropunding Areas)
Lucknow city & Surrounding areas & Architect/Engineer
conclave
1
11 February Continuation of canter activation, Designing of Distributor/Dealer conference
Deoria, Basti & any other suggested area(Surrounding areas)
12 MarchPlanning & Execution of Dealer conference, Submission of Reports & Distributor/Dealer conference
1
Total 12 Months Project
2.5 months of Creative & Collateral Designing & Printing & 7 Months of other Creative & Event Designing &
Planning execution
3.5 - 4 months of Dealer activation 4-5 Dealer Training Sessions
250-260 Architect/Engineer
Activation
2 Conclaves
4-5 small dinner meets 1
12 Months Project & Each Month Working at a Glance
P
Brand strategy & Development, Communications, campaign & engagement
remier Group had opened a new manufacturing unit to manufacture 1.5 lacs MT of TMT
steel bars at Bagru Rajasthan.
It was a new market for the compant with no market share at all.
There were 4-5 large players including Rathi, Kamdhenu, TATA and other regional players
who had majority of market share.
Key Issues
Statergy
• To generate substantial sales in 2 years so that the company starts breaking and even utilizes 60% of its installed capacity.
• To establish a completely new brand in a new area and define its brand positioning.
• Identification and formation of distributor and dealer network in Rajasthan.
• To make sure that company sells it product through organized retail market.
• Marketing and sales exercise was integrated & entire campaign was strategized which was to be executed in time bound duration.
• Name of the IMC campaign : - “Rishta Vishwas ka”
Market segment – B2B, B2C
Time Frame – 12 Months
Geographical Area – Entire Rajasthan
Plan of action - An integrated plan under the concept of IMC(Integrated Marketing Campaign) of ATL & BTL marketing was strategized and implemented after under-standing the market conditions and a brief competitor analysis in Rajasthan.
• TARGET GROUP
a) Trade community – distribuotrs, dealers & retailers
b) Key Influencer group – Architecht, Structural Engineers & Masons.
c) Retail End Consumer – Urban Male of tier 2 & tier 3towns of age group 40 + and builder segment across Rajasthan.
Total of 31 Districts were covered under marketing program
Face to face meeting with totatl 135 dealers
Appointment of total authorized 4 distributors and 37 dealers
Touched total 650 retailrs across Rajasthan.
Touched total 53 architects
With in 2 yrs company was utilizing 70% of its installed capacity
Company Garnered a market share of 10% with in 3 yrs going operational
After Rathi & Kamdhenu, premiere was the 3rd company to have a organized network in the state for selling TMT bars.
POSITIVE RESULTS
Ideation and photo shoot
NEWSPAPER AND MAGAZINE
OOH adaptation & campaign
POP/POS
CORPORATE EVENT& ACTIVATION
BUDGET OUTLAY
Broadcast TVC 30%Aaj TakNDTV NewsZee News
Radio - 10%Radio MirchiRed FMBig FM
Print - 25%MagazinesIndia TodayConstruction WorldNewspaperDainik JagranDainik BhaskarAamar AujalaRajasthan Patrika
Out of Home - (20%)Billboards (25 cities of U.P & Rajasthan)Small MediaWall Paint
Premier Budget Outlay - 7 Crore
PoP/PoS Support - (10%)LeafletsBrochuresDanglersShop PainStationaryProduct Showcase standee
Key Influencer Activation - (5%)Architect ConclavesDealer Meets
A
Brand identity, Communications, Key Influencer Activation
n established player in northern India having a steel plant, manufacturing Re-Bars &
Structural steel decides to increase market share and improve realization over his existing
product. Client calls Virtual Eyes and hands us a brief for doing the needful and hands over
a year long communication & activation duties.
Key Issues
Statergy
• Company’s existing brand positioning in terms of product quality was low
• Competition was taking over the dominated market of client
• Key Influencer community was ignorant about the brand
• Campaign should be targeted towards Architects, Engineers, Dealers, Masons
• Adopted customized Activation strategy that involved direct meetings and conclaves & seminars of key influenc-ers.
• An year long activation campaign was conceived and implemented around the idea “Experience you can trust” and importance of earth quake resistance product was highlighted during different phases of campaign
• A well-constructed & conceptualized key influencer activation program was executed to engage the brand with 1000 architects, engineers, institutions etc. through direct meetings, Newslet-ters, Direct Mailers and incentive program.
• A total budget outlay of 1 Cr. was handled towards BTL spending
BROCHURE/CATALOGUE
CORPORATE EVENT& ACTIVATION
PoP/PoS Support - (25%)LeafletsDanglersBrochuresDealer BoardsShop PainStationary
Key Influencer Activation - (75%)Direct Meeting with Architects - 350
KVS Budget Outlay - 1 Crore
BUDGET OUTLAY
SNAP SHOT OF THE EXECUTION OF PROJECT
Sl. No.
Districts / Cities
Trade Marketing
Corporate & Channel
Corporate & Channel
Engineer/ Arch
Mason/ Contractors
Direct Marketing
Dealers & Distributors
Marketing [Architects
& Structural Engineer]
Marketing [Building]
Meets Activation [Engineer & Arch]
1 Agra Y Y Y Y Y Y
2 Bareilly Y Y Y Y Y Y
3 Meerut Y Y Y Y Y Y
4 Moradabad Y Y Y Y Y
5 Rudrapur Y Y Y Y Y
6 Delhi NCR Y Y Y Y Y
TOTAL 300-350 350-400 150-175 4 Meets (350-450) 5 Meets