Marketing Strategy

• 1 lakh wet grinders are being manufactured in India

• Over 75,000 in Coimbatore alone

• 80% of this is being sold in southern 4 states

• The balance – North India + Exports

The Scenario

• Organised sector v/s Unorganised sector

• However ELGI’s stand of repute punctures this issue to a considerable extent.

The Marketplace

• Availability

• Accessibility

• Features

• Range

• Cost effectiveness

• Brand

• After sale support

• Goodies

• Bargains and Discounts

Consumer Preference

Consumer = Unlimited choices

Indian Consumer Mind Space

• 60%-70% of Indian population - below the age of 35

• Change in everyday behavior of people, their dreams and aspirations, their career choices and the overall approach to life

• Money Rich, Time Poor

• Dreams are non-linear and are supported by:

High starting salariesEasy availability of finance Ever-expanding choice in consumption

Product - Brand

Appliance - Partner

Choice - Decision

Shifting focus

1980s - Made outside India (Foreign appeal sustained)

1990s - Made in the West(China products downplayed)

2000+ - Made FOR India(Need centric)

Brand Appeal

• Relevant to needs

• Global quality standards

• Recognised by industry

• Easily accessible – consumer friendly

ELGI Ultra perception

• Bears the lineage of the Ultra family

• Trusted and Accepted

ELGI ULTRA Pride+

External - Maharaja

Santha

PVG

Butterfly

Sowbhagya

Sharp

Internal - Slimline

Perfect+

Pride+ Competition

Promote Pride+ over external brands and build customer loyalty without cannibalizing the internal brands

Pride+ Challenge

Committed or emotionally loyal customers Active customers who use only the brand’s services and declare that they will use only this in the future and recommend to others

Behaviorally loyal customers Active customers who use only the brand’s services and declare that they will use only this in the future but do not agree to recommend to others

Ambivalent customers Active customers who use only the brand’s services but don’t know which brand they will use in the future

Customer loyalty value-chain

Customer loyalty value-chain

Disloyal reducersCustomers who have reduced or will reduce the percentage of the brand’s services in their usage

LeaversCustomers who declare, that they will certainly leave this brand

Million dollar question – How to transit upwards in the value chain and remain there?

• Product differentiation

• Price differentiation

• Branding activity

• Involvement of consumer

• Sales promotions

• Not in isolation, but in synergy as a foundation to marketing strategy.

Action plan

• Through characteristics to suggest a perceivable difference

• Satisfaction by means of greater performance or need-fit

• Attract loyalty through functional/ symbolic benefits

• Functional benefits – tangible

• Sleek design

• Reliability

• Symbolic benefits – intangible

• Delight at owning the product

• Association with brand personality

Product Differentiation

• Price-led loyalty with sales promotions

• However, pricing may be an indicator of brand quality instigating the consumer to look at other tags

• Hence, optimum price may be used to create a sense of value and not down-pricing in communication

Price differentiation

• To create strong associations that will influence consumers with functional attributes and also with symbolism

• Creating an association through sponsorship

• For example: Maybe be a sponsor at Margali Vizha or allied events across South

Branding activity

• Greater search intention needs to be generated through ideal mix of marketing elements

• Create a trial

• For instance: Introduce Pride+ as a kitchen partner rather than an appliance

Involvement of consumer

• More price-discount led sales promotions = Lesser brand loyalty in category/segment

• Because price-war mindset is induced

• Hence, integrate promotions with overall strategy of the brand

Sales promotions

To create behavioral loyalty AND emotional loyalty thereby inducing a customer to buy into a relationship and not just a product

Task ahead

The communication establishes all functional benefits and reiterates ELGI’s legacy of trust and quality

The adspend can be spread over a sustained period and repeat insertions for better brand recall.

Communication

Typically a homemaker (housewife or working woman)

What does she expect:

Value (Cost-effectiveness)

Durability

Convenience in operation

What else will grab her attention?

Hygiene

Family health

Long life of the product

Hence the communication should be kept simple and direct to address her needs rather than riding high on the horses of creative liberty.

Understanding the Target Audience

(TA)

Challenge: To avoid spillovers and remain focused on TA

Media exposure

Magazine Issue Readership

Karnataka: Taranga Weekly 0.73Sudha Weekly 1.2Grihashobha Monthly 0.98

Kerala: Vanitha Fortnightly 6.0Grihalaxmi Monthly 1.54

Press

Vernacular Women’s magazines across 4 states (half/full page depending on A4/A5 size)(Suggested publications with circulations in lakhs – estimate readership as circulation X8+) [Also need to look at dailies during seasons.]

Magazine Issue Readership

Tamilnadu:Kumudham Weekly 5.50Kungkumam Weekly 4.25

Andhra PradeshGrihashobha Monthly 0.40Swathi Weekly 2.26

English Women’s Magazine (South Split):

Femina Fortnightly 0.45Women’s Era Fortnightly 0.50

Press

Vernacular Women’s magazines across 4 states (half/full page depending on A4/A5 size)(Suggested publications with circulations in lakhs – estimate readership as circulation X8+) [Also need to look at dailies during seasons.]

Print - CreativeAds

Print - CreativeAds

Print - CreativeAds

TV Commercials across local channel networks in regional languages and English (15 sec – 30 sec)

Will break the literacy barrier and connect on an everyday basis

Design: import logo animation

Electronic

In-store branding (posters, standees, product literature etc.)

To instigate impulse purchase decision

Design: jpeg of poster/ standee

Point of Purchase

Minimum spillover

Multiple contacts with TA

From Point of Interest to Point of Purchase

Media route benefits

adsync as a communication partner

BUSINESS PARTNER

CREATIVE PARTNER

STRATEGY PARTNER

SUPPORT PARTNER

EXECUTION PARTNER

Game Breaking Ideas

The Last Details

Game-breaking Ideas:

Ideas that will give you strategic edge in a highly competitive marketplace and help you win in the marketplace.

It is the task of the Business, Strategy and Creative Partners to provide ideas

Last Details:

It is not enough to have ideas – the big ideas must be implemented meticulously to have the desired impact. It is the task of the Execution and Support Partners to focus on execution and implementation of ideas.

Role Play

• Partner growth of client’s brands, business and reputation

• Understand client’s business & marketing issues

• Captain the team

• Interface between Client & Agency

• Control planning, execution, implementation

• Collaboration with Strategy, Creative & Execution Partners

As a Business Partner

• Partner growth of client’s brands, business and reputation with consumer driven ideas

• Bring consumers to the team

• Brand strategy planning

• Championing Ideas

• Generate/Facilitate Ideas – pro-active/re-active

• Collaborate with Creative & Business Partners

As a Strategy Partner

• Give shape to ideas that will propel client’s brands, business and reputation

• Think ideas beyond the advertising box

• Excellence in creative expression of ideas

• Execution of creative ideas

• Collaboration with Strategy & Business Partners

As a Creative Partner

Pride awaits!