Last updated : July 09, 2007
has been appointed the interactive agency for Navneet Publishing. The mobile and digital solutions provider pitched a comprehensive strategy to bag this account. Navneet is an educational products and services company in India. The company's products are sold under the brand name, Navneet, Vikas and Gala.
Hungama has been retained to create and execute local and national strategies to strengthen the brand and drive sales of the stationery category. Hungama will unroll strategies that will convert Navneet's products into a media tool as well.
Hungama will assist in product development and create segmentation strategies in a fairly flat product portfolio. Ground activations, branded TV content and Internet will drive this strategy.
During the pitch, the agency was asked to come up with a solution that reflected a few critical values of the Navneet brand, like trust, truth and learning.
Navneet is a listed firm and is aiming to increase its sales and margins. The business is divided into two parts - academic textbooks and branded stationery.
Navneet is a dominant brand in the textbook business and enjoys a near monopoly. The branded stationery business is largely unorganised and the industry is pegged at around Rs 4,000 crore. Navneet claims to be the leading brand in this category, but the opportunity to convert users from the unorganised category is immense. An incremental growth of 1 per cent by converting unbranded into branded consumption will mean an incremental business of Rs 40 crore, which is equal to almost 30 per cent of the organised business in total.
Says Kaushik Mukherji, COO of Hungama (promo marketing), "Navneet is perhaps one of those rare brands that we use when we are in our academic cycle and then we don't touch it for many years, and once again engage with it when we have children of our own. Therefore, it plays an interesting role in our lives. Moreover, the brand begins to live with you from school and gradually grows up with you to college and even when you are working. This means you are catering to different life stages of different products of Navneet and the brand(s) communication has to evolve constantly. It is a rare and exciting brand opportunity."First Published : July 09, 2007