The Delhi office of Triton Communications is on a winning spree.
Barely, four days ago the agency picked up business worth Rs 11 crore, and now it has another account in its kitty. This is Dorset, premium door handles and locks, from Mars Industries. The agency has won the creative as well as the media duties. As for the size of the business, the agency says it is "substantial".
The account was won on the back of a creative and strategy presentation that had Triton and Crayon fighting neck and neck in the final round. "The decision in favour of Triton was driven by its incisive understanding of the category's key strategic issues, which will enable the creation of brand pull in the long run in a predominantly push-oriented category," explains Vivek Srivastava, executive director, Triton Communications.
The team on Dorset faced with the task of constructing a premium image of brand Dorset and generate awareness among the consumers and those who exercise a considerable influence while building a house - architects and interior designers.
Dorset has a fairly large presence in the Rs 500 crore-plus organised segment, which is in the stronghold of Golden, the biggest large player in the category. Godrej too is on a similar footing as Dorset; the latter, however, better known for its locks. The challenge for the team is to position Dorset as a trendsetter in the market.
Given the favourable market conditions - the market is growing at 10 per cent per annum and the boom in the housing sector and the trend of viewing fancy door-handles and locks as embellishments like bathroom faucets - the communication challenge, thus, lies in convincingly appropriating the premium image to the brand.
Taking into account these factors, Triton has defined the objective of the brand to appropriate image leadership in the category by leveraging its designs, finishes and range. "The endeavour is to make the brand appeal evolve beyond physical features, and make it endearing. The idea is to portray them as 'aesthetics enhancers' and worthy companions to fancy teak doors, plush wall finishes, sleek cabinets and the bright chandeliers etc. To some extent, a quasi-educational route for the end-consumers would be adopted with the focus being on women who have a fair say in the decisions."
Driving the image shall also be introductions - such as handles with Swarovski crystals for the ultra premium categories. "After all, a door handle is always a first interaction at a place - be it a home or a office," mentions Srivastava.
In light of this image promotion, the media plan will concentrate on magazines targeting architects and interior designers and the woman of the house as the end consumer. Subsequently, TV and FM radio shall be pressed into their appropriate role for ensuring a wider footprint for the brand in awareness and geographical terms. © 2004 agencyfaqs!