Launching OULIN Kitchens

in Pakistan

The Brief

OULINS Strengths

Guardians Diverse Local

Network

Prospective Market and Customer

Opportunities Assumed Strategy

Long Term and Short Term

Strategic Plans

Objectives

“Develop a Communication Strategy, Synchronized With the Company’s Proposed Strategy”

The simple way forward

Understand the target Audience

Competitor Analysis

Launch Strategy

The Creative Strategy

Understanding the target Audience

Existing Market

Prospective Market

Customer Insights

Present Scenario

• Shortage of 5.6 million Houses

• Consistent requirement of existing houses and growing awareness and need of pleasing kitchens

Prospective Market

Investments of Remittances towards Real

Estate

Increased Tendency of Shifting to

Urban Areas

Surging Professional Bodies With Fat Salaries

Improving Housing

Requirements

Youngsters of Landlords Moving to

Cities

Customer Insights

Media EffectsEscalating Improving

Tendencies

Brand Conscious

PeopleAdapt New

trends

Social InfluenceExceeding War

SWOT Analysis

• Lack of Infrastructures

• Demand Contraction

• No Barrier to Entry• Cheap Labor• Currency

Depreciation

• Terrorism• Inflation• Load shedding

•50% Population Below age of 25

•Surplus Cheap Chipboards•Pak-China Friendship•Chinese Investor Special Zone

•Tax Rebates

Strengths

Weaknesses

Threats

Opportunities

Competitors

• VARIOLINE• GROOVES• ARAN • NTC• LIVING CONCEPT • BATH & KITCHEN• INTERWOOD • KRB

• INNOVATION • MUKHTAR’S• BLACKBERRY • SHAHID MEHMOOD CO.• ALPHA• LOCAL CARPENTERS

What are the competitors doing?

Sell according to Inventory

Mix of Different Brands

Independent Marketing

Efforts

Diversified Product

Availability

Show Rooms with Limited

Designs

Brochures, little Print ads and a

few E-Adds

Customized Show Rooms

Trained Sales Staff

Increasing competition

• Ignored the imports from Turkey that is being carried out from a number of Players in Pakistan”

Reasons to Believe

1. Customized. Innovative. Exotic.

2. A complete solution

Strategy Platform

“ Pie-Splitting and Growth Strategy”

Existing Market NO

COMPETITION!

Alternate Strategy

“ Giant to Goat Strategy”

• Market Awareness

• Pie-Splitting

Giant

• Will Start Mini Campaigns

• Pie-Growth

Goats • Product Distribution Network

• Consistent Un-Matched Campaigns

Ultimate Leader

Critical Communication Tasks

4.Provide Additional Information

5. Instill Customers through reminders

3. Persuade by showing the vision comes materialized

2. Provide Information about Innovative Products

1. Bring the Awareness Among People

Seeking Moreinfo

Seekingopinions

ChoosingOULIN

Makingthe

purchase

Remainingupdated on

development

Talkingabout it

Coming toknow

Realizing the need

Gettinginterested

The Target Customer

Creative & Communication Strategy

Introduce the idea

Kitchens and more…

Details and features

Getting more personal with the consumers

Across Pakistan…

TVC Ideas(1)

This ad will show the journey through an Oulin kitchen. It will show a morning breakfast scene with the camera following the different activities that take place. However, the activities will be carried out by an invisible man.

The ad will commence with the doors to the kitchen opening in a royal way with soft and happy music wafting in. A shot of a sleek Oulin kitchen will be shown with sunlight flowing in.

The camera will then go to the counter where a variety of fruits will be shown being put in a blender and getting mixed. There will be no person shown, only the activities getting done. The fruit will be blended and put in a glass which will also be picked up and the viewer will be able to see the contents of the glass getting finished before it’s placed back on the counter.

The camera will then move on capturing the skillfully designed counter and other kitchen essentials before it stops on the toaster. A toast pops out of the toaster and the camera continues to move forward after stopping on it for a few seconds.

The camera will then move pan around the kitchen and come to the stove where an egg is cracked and poured on a sizzling frying pan and spreads out.

The camera will then move to the table where all blended juice, fried egg and buttered toast will be lying on a beautifully laid out table.

The following will then be superimposed on the screen:

Oulin. Everything else is insignificant.

TVC Ideas(2)

• Oulin is a world renowned brand with years of excellence in producing high quality, technologically advanced products based on functionality, aesthetics and diversity.

• It provides its customers with an array of features, giving their satisfaction top priority.

• This ad will provide the audience with an overview, allowing them to get a peek into the wonderful world of Oulin.

Precision in Design

The ad will start off with the shot of a trapeze artist performing a very difficult stunt but manages to pull it off effortlessly and dexterously. This will reflect the acute precision and detailed scrutiny that is put in designing Oulin’s products.

These captions will appear on the screen with the shots

Singing to your tune

A maestro will be shown leading a large group of musicians into producing excellent harmony. This will reflect how Oulin syncs it’s customer’s preferences along with their expertise into producing tailor-made kitchens of the highest quality and standards.

A classic Rolls Royce will be shown in this shot. This will illustrate the keen innovative designs that are incorporated in the building of Oulin’s kitchens.

Innovation in Style

At One with Nature

As Oulin gives high priority to environment protection, a shot will be shown of nature being nurtured by man showing their commitment to environmental protection.

The Perfect Finish

This shot will show a ballerina gracefully pirouetting and finishing perfectly. This will demonstrate the perfection instilled in Oulin’s finishes. This shot will morph into the next shot, which would be of an Oulin kitchen.

Oulin. For those who appreciate the art of finer living.For those who appreciate the art of finer living.

Oulin. Nothing But Perfection.