Kohler, the brand present in the kitchen and bath design space, has invited creative agencies for a pitch.
Though senior officials from Kohler were not available for comment, reliable sources confirm that after a round of credentials presentation the agencies have been briefed by Kohler about the future plans for the brand. The presentations are to take place early next month.
Till now, the brand has used its international creatives in India. In fact, the communication was not even adapted for the Indian market. Television and print have dominated the media mix for the brand.
The brand has set aside Rs 20 crore for its advertising initiatives this year. Last year, it spent about Rs 10 crore on television and print ads and about Rs 5 crore on outdoor.The media duties are being handled by MPG for some time now.
The brief, sources reveal, focuses on two points. First to give an Indian touch to its communication. The Indian market is a significant one for the brand and it wishes to pump in concerted efforts to tap the market.
The other important task for the brand is to change its positioning. According to consumer perception, Kohler is perceived to be a super-premium brand and its pricing is assumed to be about 100 per cent higher than brands such as Hindware and Parryware. Sources claim that in the true sense, it is only 15-20 per cent higher than the mentioned competitive brands. The brand wishes to change the brand image and aims to be positioned as one which is as affordable as other competitive brands.
Currently, the brand is available only through its specific brand outlets. However, the plan now is to be present across multi-brand outlets as well. This may help Kohler to be a part of the comparison chart with other brands and thus get the pricing myths dissolved.
The Kohler Group is present across six continents and offers products and services including plumbing fixtures, kitchen and bath fixtures and interiors. It also has interests in power, hospitality and real estate. Kohler stepped into the Indian market in 2006.