Life Style
Decor
&
C A S E
S T U D Y
FnS (Fork n Spoon) Brand Development Campaign Consumer Activation and Digital Engagement FnS is a India’s top cutlery Brand. It caters to the market where majority of sales still comes from unorganized trade and smaller standalone outlets. Company manufactures some of the best designs in cutlery, which are best in its class. A complete turnaround in brand position and present itself as an aspirational niche brand was the need of hour both in Retail and Hospitality sector.
Key Issues: Change the perception and re-positioning of the brand and to place itself to top in its class Carve out a innovative creative communication campaign which would stand out Create brand recall with innovative consumer engagement programs in Retail sector
Strategy: Took a small brand research to analyze the trade and consumer awareness towards brand Conceived a new creative communication program ‘OOMPH YOUR DINING EXPERIENCE’ and implemented the same through a Advertising campaign consisting of Print, OOH and brand engagement route Conceived and implemented a Brand engagement program using a integrated approach by adopting both Online and offline services Facebook page, Google ad word, PR blogs, online contest and in mall consumer activation programs.
CAMPAIGN SHOOT
RESULTS
A substantial increase in Modern& General Trade
SALES WITH IN 3 MONTHS of launching the campaign A complete repositioning of BRAND AT THE TOPMOST category with in its peer group Very successful Launching of
NEW PRODUCT LINE by the company exclusively in hospitality sector
PRINT CAMPAIGN Magazine Ad
PRINT CAMPAIGN Press Ad
POP/POS
Digital Campaign Website, Social Media Marketing, Online Consumer Activation
Facebook Contest Winners
How to kill competition
• Don’t Get into a Price War Cutting prices to retain customers or distract them from “opening offers” from your competitors is a game you can never win and has a number of consequences, including the following: It lowers the perceived value of your brand and product Once you drop your prices it’s hard to put them up again You’ll risk attracting customers who only care about price points It puts you into the category of “follower,” as if you are being led by someone else’s business plan rather than your own In most cases, only the business that can tolerate the lowest margins can win There are instances when cutting prices does make sense, but it should never be a knee jerk reaction to new competition. Instead, consider the following strategies. Assess Your Competition and Fill the Void
Expand Your Target Market
Get to know your competition. What are they doing
By expanding your target market, you are not only actually
differently? What are they good at? What are their weaknesses? The latter is important because it gives you an opportunity to step-in and step-up your game in these areas. If you can capitalize on your competitor’s
moving away from the existing competition to find your own Blue Ocean,but also you are going an edge over your competition Target market can be expanded in a number of ways:
weaknesses, you will chart a path for yourself and will
Geographically
discover a way to win
Product-based
Seize the Opportunity, Be Unique
Marketing Channels (as elaborated in Discovering
Even if you offer the same products and services, you are never going to be the same as your competition. This is
New Marketing Alternatives) Industrial buyers or end consumers
where opportunity lies.
Demographics
Review what makes your product unique – often it’s a
Broadcast Your Unique Selling Point
combination of you as team member and your products that differentiate you from your competition. Refocus your sales, operational, and marketing efforts to emphasize the unique customer experience that you offer.
The unique selling point of your business may be the sole reason why customers return. It creates the identity of your company, products and services. Instead of trying to imitate
. If you are facing competition from a brand/product , remember that there is something very unique and market-
your business competitors, you should broadcast and make your marketing messages dwell on your unique selling point.
able about you – that personal touch, your agility, your passion, your business values, and so on. Use it to your advantage.
www.fns.co.in
03
corporate communication
EXHIBITIONS & EVENTS
PACKAGING
FnS Budget Outlay: 2 Crore Print: Magazines (20%) Femina Marie Clair Grehlakshmi Hello India Today (Women) Meri Saheli Taarang -Rooprata (Banglore) Good House Keeping Saavy Good Homes In flight Magazines
Newspaper (25%) Times Of India Hindustan Times Mumbai Mirror Product Integration (10%) NDTV Good Times OOH-Out of Home (20%) Delhi Noida Gurgaon Mumbai Banglore
Digital Marketing (10%) Online Advertising Google Adwords Banner Ads Social Media Marketing Contests E-News Letter BTL: Collaterals (10%) PoP/PoS In shop branding BTL: Events (5%) Trade Fairs Mall Activation
D’Mart Exclusif Brand Development Campaign Consumer Activation and Digital Engagement D’Mart is a established name in Home Décor , lifestyle & Gifting category with a versatile product range of figurines, silverware, crystal ware, glassware, porcelain, etc. It caters to the market where majority of sales still comes from unorganized trade. Company manufactures some of the best Limited Edition designs in the mentioned product segments and has a design workshop in Italy. Company has tied up with Renowned Italian designer Linea Argenti for design its Limited Editions artifacts range.
Key Issues: Change the perception and re-positioning of the brand and to place itself to top in its class Carve out a innovative creative communication campaign which would stand out Clearly demarcate product segregation and group them under individual sub-brands Develop a long term sustainable & business strategy.
Strategy: Took a small brand research among regarding the perception about the brand D’Mart Exclusif Developed a strategy to multiply the business of the company by grouping similar category products under one brand, Gifting brand for all and any occasion named as IOTA, all Statues/Figures under D’Mart Exclusif and all other Décor items under brand Elitaire Created & launched independent Campaigns for IOTA and D’Mart Exclusif, design multiple collaterals for both the brands. Presented the company with complete strategic approach of integrated campaign comprising of Print, Digital, and Activation & Outdoor.
CAMPAIGN CREATIVE
D’MART EXCLUSIF PRINT MAGAZINE AD
D’MART EXCLUSIF PRINT Press Ad
D’MART EXCLUSIF Digital Campaign
D'Mart Budget Outlay: 1 Cr. Print: Magazines (20%) India Today Business Today Femina Cinema Advertising: (20%) PVR Director's Cut
Newspaper: (40%) Times Of India Hindustan Times Digital Marketing: (5%) Online Advertising Social Media News Letter
Collaterals: (5%) Brochures Catalogs News Letters Leaflets Events: (10%)