afaqs!

Everest storms into Godrej Furniture pitch

By , agencyfaqs! | In Advertising | July 18, 2005
Originally, there were four agencies in the fray: FCB Ulka, Percept AMO, JWT and St Lukes; the size of the account is Rs 15 crore


Blame it on the Pirates. Just when agencyfaqs! thought that the Godrej Furniture & #BANNER1 & # pitch is going to be a four agency affair, Everest Brand Solutions - the agency which likens itself to the pirates of the Caribbean - has managed to storm its way into the thick of things.

What's more the pirates and their enthusiastic pitch seem to have edged out two competing agencies. Originally, there were four agencies in the fray: FCB Ulka, Percept AMO, JWT and St Lukes (now, Law & Kenneth).

The pitch is an important one as Godrej Furniture, a brand from Godrej & Boyce, has chalked out ambitious plans for itself. The first round of presentations - strategy and creative-led - started in May.

Manoj Ganjawalla, vice-president - marketing & sales, Godrej & Boyce had earlier told agencyfaqs!: "With consumers spending a lot more on their dream homes, there is a significant need to propel our brand image further. That's the reason why we have invited the agencies for the pitch. We have given them a sneak preview of our strategic business plan, in addition to our annual projections."

The agencies, it was learnt, have been given a brief and 13 days to study the industry and make deductions about the various players, and Godrej's position vis-a-vis the others.

Ganjawalla asserts, "We evaluated the agencies by what we call the Performance Wharton model. These are essentially certain parameters which determine our rapport with the agency. Our needs are simple. The agency needs to have clarity on our positioning in the market, and on the kind of media and creative plan that suits us best. The agency will also have to devise a modus operandi that gives us the extra edge."

The size of the account is around Rs 10 crore. The brand hasn't been advertising much in mainstream media in the recent past, and Ganjawalla intended to rectify it. "We would be looking at enhanced decibels in the market," he said.

Recently, the company opened its first showroom in Noida. The showroom, which operates under the Perfect Home brand, provides a range of home products including those for the bedroom, sofa sets, kitchen and dining sets, and furniture for children's rooms. The one-stop shop offers a competitive price range with bedroom sets priced as low as Rs 22,000 and three-seater sofas priced upwards Rs 11,000.

Two years back, the company had organised Godrej Furniture Expo-2003, which showcased the latest in home furniture and home security systems. Godrej claims to be the largest furniture manufacturer in the country and the only manufacturer to have ISO 9001 and ISO 14001 certifications.

2005 agencyfaqs!