ushering change through communications duravit india pvt ltd communication plan presented by...

USHERING CHANGE THROUGH COMMUNICATIONS

DURAVIT INDIA PVT LTDCOMMUNICATION PLAN

Presented by

Vaishnavi Corporate Communications Private Limited


Presentation Flow

• The Brief• Communication Objectives• Communication Strategy• Key Messages• Target Audience• Recommended Activities• About us, Our Experience, Our Work• Proposed PR Services for Duravit India• Scope of Work• Consultancy Fees


The Brief

• A subsidiary of 193 years old German giant• Duravit is a leading supplier of ceramic sanitaryware,

bathroom furniture, accessories, bathtub furniture and wellness ideas.

• Duravit has a presence in 83 countries through its manufacturing facilities at 9 locations in the world

• Duravit India has a presence across all major urban areas of India

• Company currently market its products through more than 100 showrooms in India


The Brief

• The Company is setting up a manufacturing facilities at a cost of around Rs. 300 crores near Anand in Gujarat

• The plant is expected to be commissioned around April, 2010

• The Company is known for its designer brand

• The target customers are upper and upper middle classes


Communication Objectives• To create and maintain brand image of the Company amongst target

groups

• To get quality coverage about the Company’s premium products in the leading industry magazines and key media on a sustainable basis

• To generate good coverage about the commissioning of the Company’s plant in April, 2010

• To build preference, trust and loyalty in the minds of the target audience


Communication StrategyVCC to adopt a ‘Three step module’ to meet the objectives:

• Media Mapping to know the media perception and there understanding of DURAVIT INDIA

• Initial Build up: - Bridge-building meetings with key media in metros- One-on-one interviews with key media- Softer features i.e. designer segment of bathroom products

• Sustain the buzz• Press Conferences for the big announcements of commissioning of a world

class plant in India• Select Media briefing/one-on-ones in metros on a sustainable basis


Key Messages

• Addressing the changing taste of upper & upper middle classes in the metros

• Providing the world class products and creativity in bathroom

• Duravit: A one-stop shop for a high quality complete bathroom product range

• A Company who translates the idea of ‘Living bathroom’ in tangible reality

• Bringing life to the bathroom and creating bathrooms for life


Target Audience

• Designers• Specifiers • Architects • Upper & upper-middle class customers


Recommended Activities


Recommended Approach:

• Induction of VCC team with Duravit India• Media Perception Audit (January, 2010)• Bridge-building exercise with key media in metros• Pitching of stories, visuals of premium products with industry

magazines• One-on-ones of the Company spokesperson with key media in

metros on a regular basis• Full-fledged press conference to announce the commissioning of

the Company’s state-of-the-art manufacturing facilities in Gujarat• Select press briefings to share the details of the Company’s

expansion plans in India• Explore advertorials in leading industry magazines for high-end

products


About US

• Vaishnavi is an Integrated Communications Consulting company with diverse skill sets and wide capability range.

• Vaishnavi has grown to be one of the South Asia’s largest Corporate Communication Firms, offering a wide range of advisory services, strategic in nature, turning the key from planning to implementation, feedback and review.

• Headquarter – Gurgaon

• Regional offices – Delhi, Ahmedabad, Mumbai, Bangalore, Chennai, Kolkata, Hyderabad

• Associate offices - Kochi, Ranchi, Lucknow and Bhubaneswar

• Affiliate offices in smaller towns

• Presence in 35 cities & towns


Team Vaishnavi

Vaishnavi has a team of over 300 professionals comprising Business Advisors, Reputation Managers and Communication Experts who have strong fundamentals in strategic planning and operations.


Our experience …

• Realty – Unitech, Tata Realty

• Aviation – Qatar Airways

• Infotech – TCS, Sun Microsystems, Tata Infotech, HCL, CMC Ltd.

• Telecom Solutions - Tata Teleservices, Tata Communications (VSNL)

• Group Corporates – Tata Sons

• Hospitality & Leisure – Indian Hotels (Taj Group), Ginger Hotels, Barista Coffee Company

• FMCG – Tata Tea, Tata Coffee, Tata Salt, ITC Foods

• Fashion and Lifestyle – Titan, Tanishq


Our experience …

Contd…

• Image Management – Priyanka Chopra, Amrita Rao

• Chemicals – Tata Chemicals, Rallis

• Power – Tata Power

• Engineering – Voltas

• Automotive – Tata Motors, TACO Group

• Retailing – Trent, Infiniti Retail ,Croma

• Healthcare – Dr. Batra’s Clinic

• Sports – Rajasthan Royals

• Others – Tata International (Trading) & Dupont Solae (Soya Products)


Our work


Proposed PR services for DURAVIT INDIA

• Media Perception Audit• Strategic Counselling• Media Management• Marketing Communications• Corporate Communications• Brand Management• Monthly, Quarterly & Half Yearly Reviews• Monthly plans• Crisis Management• Business Intelligence Unit (BIU)


Our Scope of Work

Media Strategy - Tactical & Daily PR / Media Activities• Press release creation, writing, distribution and publication follow up• Identification, developing and follow up of editorial opportunities in trade and general interest press

and in the electronic media• Bridge-building with key media• Organizing media interviews/ Press conferences • Briefing senior executives for key media interviews/ interactions• Create FAQs in preparation for media interaction processes• Recording and Transcribing Interviews/Excerpts of Interaction• Intelligence on stories likely to be in the media focus

Media Mapping• Developing a short list of the media to be ‘developed’ • Constantly engaging with media to track various opportunities


Measurement of Success

100% engagement with identified media universe

Output - Measures message transmission and the initiative response

• Value - the equivalent advertising value of media coverage• Frequency - number of times we gained exposure • Reach & Prominence• Message delivery – to check if the coverage delivered specific pre-determined

messages• Tone – to check if the tone was positive, neutral or negative • Share of Voice - percentage of coverage attributed to us vis-à-vis competition -

across verticals, markets and publications

Outcome - Measures attitude, opinions and behavioral change

• Customers: Creating greater awareness and recall for DURAVIT• Media: Creating Top-Of-Mind awareness amongst target media


Our Consultancy Fees

• Monthly Retainer Fee: Rs. 2,00,000 + service taxes( as applicable) per month • Contract Duration – 6 months – 1st January, 2010 to 30th June, 2010 • Retainer has been arrived at after considering the following:

• Scope of work on the mandate• Proposed strength of team and seniority of resources• Daily Coverage Alert – Print and Web• Central Archival System

• Out of Pocket Expenses (OOP’s) • Retainer fee excludes out of pocket expenditure which would be reimbursed at

actuals (maximum of 15% of monthly retainer)Third party expenses (hiring of local photographer, electronic media tracking,

translation, courier services etc) and other incidental expenses like out station travel and stay would be charged at actuals. These expenses to be incurred after due approvals

• Payment Terms:• An advance of 50% of monthly retainer fee to be paid before the beginning of each

month• Balance payment to be cleared within 15 days from the date of invoice raised


THANK YOU

ushering change through communications duravit india pvt ltd communication plan presented by...

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