Triton Communications, Delhi, has been awarded the advertising duties of Allen Cooper, a premium shoe brand from the Rs 200-crore Superhouse Leathers, headquartered in Kanpur. The size of the business, says an agency spokesperson, is modest. The agency signed on the business after a strategy presentation made in a direct pitch to the company.
The agency is in the process of thrashing out the final communication strategy for Allen Cooper. Outlining the brand proposition, Vivek Srivastava, executive director, Triton, says, "The idea is to build the brand around a mature value. The target group we have identified is in the 25 to 34-year age bracket - basically young executives. So we are pitching the brand as an accessory for successful people." The brand campaign straddling print and FM radio is likely is to break around Diwali.
Though Allen Cooper has been around for two years in the country, this is the company's first serious attempt at marketing and promoting the brand. While Allen Cooper may be a late entrant - with Bata (Hush Puppies), Woodland, Liberty, Lee Cooper and Red Tape fighting a pitch battle in the Rs 250-crore premium shoes segment - there is room for another player, believe company executives. "If you look at the winter collection, Allen Cooper has a good collection of classic shapes from the comfort point of view, and that is a gap that we are plugging," adds Srivastava.
Currently, the brand is available in the markets of Delhi, Mumbai, Pune, Bangalore, Chennai, Kerala and Hyderabad. In the coming months, the company hopes to cover the top 20 cities and, eventually, have a national footprint. © 2003 agencyfaqs!