durables company Electrolux has switched media partners. Percept's media arm, Allied Media, has taken over the media duties for the brand from Carat.
Madhav Nene, general manager, marketing, Electrolux, says, "We have been in talks with Percept for a while now in terms of aligning our media duties with them. But both Carat and Allied Media gave formal presentations, following which we took our decision to go with the latter."
Nene confirms that Rs 25 crore has been earmarked for the advertising and marketing of the brand this year, as compared Rs 17-18 crore last year. Above the line will account for 60-65 per cent of the spend, out of which television and print will have an equal share. The company plans to consider radio and online advertising as well. Outdoor will be used minimally because it is an expensive medium, says Nene.
The agency utilised the Engagement Planning Process (EPP) technique in their strategy, and this helped it clinch the deal. Shripad Kulkarni, chief operating officer, Allied Media, says, "The client/brand has several marketing communication objectives, and creative zeroes in on one USP. In the process, one might miss out other tasks such as sales, communication channels, hurdles in purchase behaviour, etc., which we consider and look out for."
In the stepwise process that the agency offers, it revisits the communication objectives, where it gets a clear brief from the client. In the second step, it understands the buying process of consumers. For the second step, the agency carries out focussed customised research amongst the ready to buy consumers of a product. The third step involves defining the role of media in the consumer's viewpoint. The second and third points are woven together to bring out an engagement plan. The agency aims to grow two and a half times this year, reveals Kulkarni.