“Bonita India” Building Global Brand with With Effective Public Relations
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“Bonita India”
Building Global Brand with With Effective Public Relations
Contents
• Introduction to the Brand
• Situation Analysis
• Objectives
• Target/ Audience Analysis
• Budgets
• Strategy
• Creativity & Originality
• Execution & Tactics
• Evaluation of Success/ Measurement
Bonita India
• Bonita India is a pioneer in providing modern and innovative home utility products.
• A pioneer in Laundry, Organizing & Storage Category.
• The brand helps Indian consumers experience convenience and comfort in their household work.
• Most of the sleek, elegant and unsurpassable quality products are designed in Europe & USA.
• Bonita products are available through selected dealer network all over India and are also available online.
• Bonita comes from the house of Casa Brands India Pvt. Ltd.
• The company has recently entered the e-commerce space with deals with a number of platforms like Snapdeal,
PepperFry, Indiatimes, Mynesthome, Purehomedecor, Goodlife, Groupon and Tradus, along with their own e-
commerce website www.bonitaindia.com
Products Description
• Laundry Care• Ironing Boards• Drying Stand• Accessories
• Organizing• Garment Organizer• Accessory Organizer• Furniture
• Storage• Garments Storage• Shoe Storage• Flexible Storage
• Kitchen• Stainless Steel
Situation Analysis
• Casa Brands India Pvt. Ltd., a leading sourcing company for various global retail brands from India, was launching brand Bonita, as a pioneer in providing modern and innovative home utility products.
• The product range of Bonita was highly innovative in design and concept and was made as per the global standards.
• However, India did not have a formal organized category for home utility products such as iron boards, mats, cloth dryers etc.
• The challenge for the consultancy was to first create a category of home utility segment and simultaneously, position the brand as a pioneer in Laundry, Organizing & Storage Category.
• The brand, which caters to the home utility products segment, was not taken seriously as a segment in media. To a large extent, the segment was flooded with small and local brands in the unorganized market.
Objectives
• To create a category of home utility segment amongst the target audience.
• To position Bonita India as a leading and trusted brand in Laundry, Organising & Storage Category.
• To carry out extensive promotion campaign for all the existing and new home utility products segment from Bonita India
• Spread awareness around the benefits of the products that will make the household work much easier and convenient for the Indian homemakers and highlight consumers’ experience.
• Showcase the myriad offerings from Bonita India that add magnificence to lifestyle and offers sleek, elegant and unsurpassable quality products matching to international standards.
Target/ Audience Analysis
Strategy Adopted
Build Brand Affinity
• Leveraged the brand lineage
– History/Legacy of Brand Bonita India (Casa Brands India)
– Credentials
– Mission & Vision
– Product Range
• Highlighted brand salience
– A pioneer in Laundry, Organising & Storage Category
– World-class quality products that add magnificence to lifestyle
– Innovative products to fulfill existing ‘demand vaccums’
– Benefits of the products making household work easier and convenient
– Success Stories
Product Profiling
Bonita India’s product range in high-end home interiors and lifestyle magazines/ columns which featured premium accessories and luxury products/ brands.
Bonita India’s new product launches in key dailies: Lifestyle supplements and product reviews of the collection
Targeted Lifestyle, Features & Home Interiors magazines and publications for Bonita India to multiply the brand visibility
Activities-
Product Launch Columns
Photo Spreads
Feature Stories
Special Shoots
Corporate Profiling
One to One Personal Interviews of the Key spokesperson/s of Bonita India with target magazines and dailies.
Corporate profiling of the brand and profiling of key spokesperson/s in the relevant media. Press Releases on new product launches, marketing initiatives, tie-ups and other key announcement
of the brand, etc.
Activities- New Product Launches Brand tie-ups with E-commerce websites Idea behind the Brand Expansion plans for India Awards & Accolades received Innovative Marketing initiatives taken Placement amongst Industry related stories
Execution & Tactics
Wedding Mantra
Feature Stories
Product Profiling
Better Homes & Gardens
Thought Leadership
Plan Your Wedding The Delhi City
Property Expert
Feature Stories
Grehlakshmi Grehshobha
Feature Stories
Small Enterprise Magazine
Thought Leadership
SME World
Thought Leadership
Business For All
Thought Leadership
Corporate News
The Economic Times
Property Observer
Amar Ujala (Rupayan)
Feature Stories
The Times of India The Hindu Business Line (Catalyst)
Forbes India Good Housekeeping
Product Profiling
New Woman The Idea Home & Garden
Product Profiling
Financial Chronicle
The Hindu Business Line
Deccan Herald- Homes & Interiors
Product Profiling
Mother and Baby Good Housekeeping
Product Profiling
The Ideal Home and Garden
Product Profiling
Product Profiling
Better Interiors New Woman
The Hindu(Metro Plus) Hindu Business Line Health & Nutrition
Product Profiling
Deccan Herald Living
Product Profiling
Hindu Business Line (Catalyst)
Financial Chronicle
Product Profiling
New Woman
Product Profiling
Financial Chronicle
Deccan Herald
Product Profiling
HOP Luxury
Product Profiling
DNA (Property)
The Hindu- Metro Plus Ravishing
Product Profiling
Thought LeadershipThe TribuneHT City
Zee 24 Taas Ghar Swapanache
Thought Leadership
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