Weber India- Communication Routes Concept Presentation
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Transcript of Weber India- Communication Routes Concept Presentation
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COMMUNICATION ROUTES - CONCEPT PRESENTATION
The Context• Brief
• Business Context
Brief
◦ Weber India is looking at solidifying their presence in their key markets.
◦ This will be in sync with their marketing & brand communication practices abroad and represent its core value of ‘providing the best quality grilling experience’
◦ Marketing challenges are to build likability around grilling, and changing perceptions towards grilling.
◦ Focus areas would be- ◦ Retail Trade◦ Channel trade
Business Context
◦ Grilling or Barbequing is a relatively new concept for Indians. It is already a way of life in countries like US, Australia, Denmark, Canada etc. Indians, especially elite class urban citizens are warming up to the concept of Grilling.
◦ Weber India is the only national player which has a significant presence across all metro cities of India. Grilling is fundamentally a high on investment and high maintenance concept. It is more sort of a leisure activity. It can be very much a part of recreation.
◦ The concept of Grilling is gradually making inroads into the homes and restaurants of metro urban India.
◦ Buyer Profile- Early adopter, Clearly an evolved buyer, Buys branded products of other product categories.
ProposedCommunication Routes
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ROUTE NO. 1- TASTE
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TASTE THE MAIN ATTRIBUTE
• Grilled food can look very appetising if done properly.
• And yes, food is consumed first by the eyes.
• But the defining factor in food is almost always how well it tastes.
• This route is centred firmly around the fact that grilling makes your dish taste that much better.
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TASTE COPY
• Both the lines used in this route focus on the end attribute of taste.
• They emphasise on the fact that grilled food is delicious to the palette.
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TASTE VISUALS
• Taste as an attribute cannot be felt via visuals.
• The next best way to accentuate the taste is to make the food visual look tempting and appetising.
• The visuals in this route follow two directions.• One direction is to show an unstructured grid filled with
images of several appetising dishes along with an image of the grill.
• The other route is to show a finished dish in all its glory. It looks appetising and delicious thereby automatically invoking a reaction of it being very tasty to eat.
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ROUTE NO. 2- SOCIAL
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SOCIAL THE MAIN ATTRIBUTE
• Cooking is often known to be a stress buster.
• Grilling is in a way synonymous.
• The joys of doing something you love are often manifold when you share that activity with the people who matter.
• Grilling being an outdoor activity falls into the social bracket.
• It becomes a far more enjoyable activity with friends and family around you and a celebration [if nothing else then] of friendship to toast to.
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SOCIAL COPY
• The lines used in this route accentuate the sense of collective camaraderie that grilling can invoke.
• They emphasise how grilling as an activity can involve a lot more than just the one person who may actually man the grill.
SOCIAL VISUALS
• Expectedly these visuals are all about a group of young people having the time of their lives.
• However, the one thing that seems to bind their collective attention, is the amazing treats being readied on their grills.
• The concentration in these visuals is on the social aspect of grilling.
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ROUTE NO. 3- EASE
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EASE THE MAIN ATTRIBUTE
• One of the many myths about grilling is the inconvenience.
• People feel it is hard to set up. Hard to light and then a nuisance to clean.
• Weber Grills of course are a perfect example of why these concerns are actually unfounded.
• With this route we wanted to accentuate the simplicity of grilling with a Weber Grill.
• This route is specifically chosen to break the stereotypes attached to grilling. Especially since our product is manufactured to near perfection.
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EASE COPY
• The lines in this route focus on the ease of grilling on a Weber Grill.
• The lines emphasise the fact that grilling is in fact a lot easier to manage then the common notion.
EASE VISUALS
• The visuals talk of ease.
• The visuals talk of comfort.
• And they talk of reassurance.
• A family member [being a part of the visual] be it a child or the spouse adds a sense of complete trust and confidence in the product.
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Marketing Collaterals• PRODUCTS & ACCESSORIES CATALOGUE
• STANDEES
• BANNERS
• STREAMERS
• PRICE TAGS
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Weber India Products & Accessories CatalogueCover Page
Communication Route- TASTE
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Weber India Products & Accessories Catalogue
Inside Pages
Section- Table of Contents
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Weber India Products & Accessories Catalogue
Inside Pages
Section- Separators
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Weber India Products & Accessories Catalogue
Inside Pages
Section- Products
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Weber India Products & Accessories Catalogue
Inside Pages
Section- Products
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Weber India Products & Accessories Catalogue
Inside Pages
Section- Accessories
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Weber India Products & Accessories Catalogue
Inside Pages
Section- Products
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Weber India Products & Accessories Catalogue
Inside Pages
Section- Products
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Weber India Products & Accessories Catalogue
Inside Pages
Section- Recipes
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Weber India Products & Accessories Catalogue
Inside Pages
Section- Grilling
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Weber India Products & Accessories Catalogue
Inside Pages
Section- Grilling
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Weber India Products & Accessories Catalogue
Inside Pages
Section- Grilling
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Weber India Products & Accessories Catalogue
Inside Pages
Section- FAQs
32STANDEES
33BANNERS
34STREAMERS
35PRICE TAGS
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Thank You.