Moser Baer, one of the largest manufacturers of compact discs in the world, is in the process of reviewing advertising agencies. As of now, the agencies in the fray include TBWA India, Grey Worldwide and SSC&B Lintas, which is defending the business.
The company has called for the pitch to solicit creative ideas on promoting the brand. The company clarifies, calling for a pitch is no reflection on the incumbent's performance. Rohit Khurana, national sales & marketing manager, explains, "Fresh and innovative thinking is a regular need for the company because of the competitive nature of the market. With that perspective, we decided to look for other agencies."
The storage media market is divided into CD-R (recordable) and CD-RW (rewritable). At the moment, Moser Baer is focusing on the CD-R market as it is a larger market; CD-RW being a low volume segment. The size of the CD-R market is currently pegged at 10-11 million pieces sold per month; Moser Baer has a market share of 35 per cent.
The task at hand for the company is to achieve leadership in the CD-R market, which is currently home to big players such as Sony and Samsung.
The company is keeping mum on the ad spends allocated for band promotion. But since the brand communication would straddle both above-the-line and below-the-line, the account would certainly be a challenge to work on.
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