forecast b2b case study
DESCRIPTION
This is a case study of how Forecast Advertising planned and executed the communication plan to position Prysmian as a global group known for it’s R&D expertise, diverse product range, customer service and quality and to promote the Ravin - Prysmian joint venture as a merger of strengths - technological and managerial know-how of Prysmian with the dynamism and competitiveness of Ravin.TRANSCRIPT
Forecast Advertising
B2B Case Study
Corporate image enhancement exercise through an
integrated communication approach
The local specialist
• Ravin Cables is a 50 years old industrial cables manufacturing company
• It manufactures LV, HV/EHV, Fire Survival, Aerial Bunched and
Specialty Cables
• Received an award from Engineering Export Promotion Council (EPCC) for
highest exports in 2004, which has only grown since then
A brief backgrounder: Ravin Cables Ltd.
The global expert
• A glorious history of over 130 years
• 7 R&D centers, 2700 filed and registered patents, 56 plants globally,
12,000 employees
• Designing, manufacturing, supply & installation of a wide range of
energy and telecom cables
• Customised solutions for a wide range of Industries, Infrastructural
projects and for OEM’s specific requirements
• Twelve different product lines, each of them offers customised solutions
for the most diverse functional and environmental requirements
A brief backgrounder: Prysmian Group
What was expected from us…?
• To position Prysmian as a global group known for it’s R&D expertise,
diverse product range, customer service and quality
• To promote the joint venture as a merger of strengths - technological and
managerial know-how of Prysmian with the dynamism and
competitiveness of Ravin
• Core insight: “Global knowledge meets local expertise”
A brief backgrounder: Our role
Integrated Approach
Agency response
Research the 3 Insights that matter most
01) Research makes communication strategies more insightful and effective
Customer Insight
• The decision making process
• Product expectations
• Perception analysis of competitors vis-a-vis Ravin cables
• Impact of technology and product customization as demand drivers
Client Insight
• Understanding buyers and their buying behavior
• Business portfolio
• Market segmentation
Competitive Insight
• Research on competitors’
• Resources
• Manufacturing capabilities
• Product range
• Price modules
• Promotional activities
• Competitive advantages
The key message was derived
The key message was
“INDIA’S QUEST FOR GLOBAL TECHNOLOGY IN
ENERGY CABLES AND SYSTEMS ENDS HERE.”
02) Post analyzing research findings…
The Medium
The Message
• Establishing the
Joint Venture in
the minds of the TA
• Strengths of the
Joint Venture
• Explain the “End
User Benefit”
I. R&D driven
Power Cables
II. Complete
Range
III. Customized &
Solutions
Print, Television, P.R., Digital, Direct
Marketing, Ground Activation, CRM
The Audience
• Government
Utilities
• Contractors
• Private Utilities
• Distributors
• Industries
03) The methodology…
Brand Manual
Ravin cables’ brand manual was
designed to:
Establish corporate identity and
define brand guidelines
Raise expectations and perceptions
of existing and prospective clients
To assist marketing and sales
efforts in creating an entire brand
architecture, adhering to the said
guidelines and thus resulting a
positive impact
Direct mailer
A personalized letter to announce
the Joint Venture was mailed to
existing and potential customers,
communicating the merits of joint
venture and the user benefits
Marketing
Collaterals
Designed a host of marketing
collaterals to support the sales
team by outlining the new range of
specialty cables
Corporate Brochure
& Stationary
Web-Design
That’s clean, neat, easy to
navigate and in sync with the
overall corporate identity
Public Relations
A press release was drafted to
provide exposure in Print, Digital
and Electronic medias announcing
the Joint Venture
• A One-to-One press meet @ Hotel
Oberoi, Delhi
• Press Conference @ Hotel
Ambassador, Mumbai
Disseminated news articles to
leading national English and
Regional Dailies, Trade Magazines,
Digital and Electronic Medias etc
Top journalists from leading
medias were present underlining
the success of our PR efforts
Media Coverage
• http://sify.com/finance/ravin-cables-italian-firm-form-joint-venture-to-expand-business-reach-
news-news-kmhquwdjihf.html
• http://story.europesun.com/index.php/ct/9/cid/145bb158ac2f80f2/id/716605/cs/1/
• http://www.indiatalkies.com/2010/12/ravin-cables-italian-firm-form-joint-venture-expand-
business-reach.html
• http://news.webindia123.com/news/Articles/Business/20101207/1645075.html
• http://feeds.bignewsnetwork.com/?sid=716605
• http://www.dailyindia.com/show/412840.php
• http://www.calcuttanews.net/story/716605
• http://newstrackindia.com/newsdetails/194295
• http://www.andhranews.net/Business/2010/Ravin-Cables-Italian-firm-form-joint-4533.htm
• http://news.oneindia.in/2010/12/07/ravincables-italian-firm-form-joint-venture-to-
expandbusi.html
• http://www.bombaynews.net/story/716605/ht/Ravin-Cables-Italian-firm-form-joint-venture-
to-expand-business-reach
• http://domexinfo.in/blog/?page_id=19
• http://biz.zeenews.com/news/news_content.aspx?newscatid=3&newsid=17986
• http://www.thehindubusinessline.com/businessline/blnus/02121721.htm
• http://www.financialexpress.com/news/prysmian-buys-51-stake-in-ravin-cables/723691/
• http://www.indianexpress.com/news/Prysmian-buys-51--stake-in-Ravin-Cables/723691
• http://in.news.yahoo.com/italys-prysmian-buys-51-stake-ravin-cables-rs.html
• http://news.in.msn.com/business/article.aspx?cp-documentid=4689640
• http://www.indiareport.com/India-usa-uk-news/latest-news/958229/NCR/4/20/4
• http://iplextra.indiatimes.com/article/0eDbglf7mbaOb?q=India
• http://www.indianexpress.com/news/prysmian-buys-51-stake-in-ravin-cables/723691/
• http://www.newspolitan.com/forum/art/world/india/GE5DQOB0HA6ECVCJ
• http://www.financialhub.in/tag/medium-voltage-cables
• http://nongsain.indiareport.com/India-usa-uk-news/latest-news/958229/Business/4/30/E
• http://topics.pe.com/article/0eDbglf7mbaOb?q=Africa
Networking Dinner
High networking dinners were
organized at Delhi and Mumbai to
bring all existing customers under
one roof
Print Campaign
• A series of print ads were released in prominent newspapers; over 4 months
• Half page and Quarter page ads in leading business dailies like The Economic Times and The
Business Standard
• Ads in business dailies were assisted by regular insertions in all trade magazines and journals
Economic Times Ad
Economic Times Ad
Yellow pages & Business Standard Ad
To sum up
By executing an integrated communication plan within a defined
timeframe, we achieved:
• Positioning Ravin Cables as a leading player in the cable industry
• Ravin Cables is now perceived as a company which is dependable and can
deliver high end products and offer customized solutions to any industrial
application
• Communication has helped in opening doors to several private and
government utilities, contractors and s on
Address: 10-A Thacker Industrial
Estate, N.M Joshi Marg,
Lower Parel (East)
Mumbai 400011
Phone No. : 022 40639191/ 92
022 23013252/ 51
Fax No.: 022 23013460
Email id: [email protected]
Website: www.forecastadvtg.com
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