from durables to furniture
St Luke's has been awarded the creative duties of Godrej's new retail initiative.
The account was won in a four-way pitch, though the names of the contenders could not be ascertained.
Agency executives say the size of the business is modest. They declined to disclose the amount as the account is on a retainership basis.
Godrej's retail venture is a one-stop shop for all home requirements - right from durables to furniture. In essence, Godrej's retail chain caters to all the needs of a home.
In the first phase of the roll-out, Godrej plans to unveil 15-16 such showrooms in sixteen cities. By 2006, the aim is to have 50-60 such outlets. Most of these outlets are existing properties that have been renovated by a Delhi-based architect.
Explaining the agency's job with regard to Godrej's retail venture, Anil S Nair, COO, St Luke's India, explains, "We have to ensure that Godrej stays top-of-mind every time the consumer thinks about any item for the home. Till now, consumers have been purchasing specific Godrej products, depending on the need, perhaps a steel almirah, or something else. They never viewed the brand as a destination for all home needs."
Naturally, the perception needs to change and that's what St Luke's intends doing by creating the requisite awareness, and consequently bringing customers to the stores.
"All showrooms have been designed to enhance experimental marketing. This would ensure that consumers interact and experience the Godrej products. Besides this, we are planning customer relationship programmes, interactive activities, clubs, etc at the shops to ensure that we retain the customers too. Ultimately, our objective is that the consumer should simply walk into the Godrej stores, when she thinks about her home," explains Nair.
Supporting merchandising and direct marketing activities will be mass media, though a greater emphasis will be to provide exciting in-store experience.
Nair is aware of the fact that executing such a project is an uphill task, especially with players such as Homefloors, Arcus and Lifestyle already occupying a decent market share in the market.
Nair claims, competition is hardly a deterrent. "The fact - that the consumers trust the Godrej brand - makes our task, to an extent, easier." © 2005 agencyfaqs!