Steel industry

ADVERTISINGENGAGEMENT MARKETING

& A G E N C Y

industry

VBrand Development, Campaign, Consumer Activation and

Digital Engagement

irtual eyes is a creative agency with a equal leverage to Advertising and Engagement

Marketing , in short we make sure your brand is seen, heard and felt and create a buzz in

the market.

We’re a boutique but we’re perfectly in shape and put together a good fight both offline and

online i.e. advertising, film, design, events, digital, experiential, and every other skill in our

armory, to help our clients ,connecting consumers with their brand proposition and busi-

ness beliefs.

A A n established player in northern India having an

integrated steel plant decides to increase market share and improve realization over his existing product. Client calls Virtual Eyes and hands us a

brief for doing the needful and hands over a yearlong

communication & brand engagement duties.

P remier Group had opened a new manufacturing unit to

manufacture 1.5 lacs MT of TMT steel bars at Bagru Rajasthan.

It was a new market for the compant with no market share at all.

There were 4-5 large players including Rathi, Kamdhenu, TATA

and other regional players who had majority of market share.

G allanttIspat Ltd is a NSE & BSE listed entity with a annual turnover of Rs.1000 crore and operates fully integrated steel

plants in Gorakhpur and Kutch Gujarat manufacturing steel long

Products. Company sells its product through a well estab-lished network of dealer and

distributors across the region.

n established player in northern India having a steel

plant, manufacturing Re-Bars & Structural steel decides to increase market share and improve realization over his existing product. Client calls Virtual Eyes and hands us a

brief for doing the needful and hands over a year long commu-

nication & activation duties.

industry

A

Brand strategy & Development, Communications, campaign & engagement

n established player in northern India having an integrated steel plant decides to

increase market share and improve realization over his existing product. Client calls Virtual

Eyes and hands us a brief for doing the needful and hands over a yearlong communication

& brand engagement duties.

Key Issues

Statergy

• Company’s existing brand positioning in terms of product quality was low

• New brand was to be launched in premium category within its peer group

• What Marketing mix strategy to be adopted for a successful launching and promotion of new Brand

• Highlight the new innovation adopted by the company for this Product

• Adopted customized integrated market-ing communication tool including a Print/OOH Advertising campaign along with brand engagement initiative

• An year long IMC campaign was conceived and implemented around the idea “ Defending Lives” and importance of earth quake resistance product was highlighted during different phases of campaign

• Conceptualized and formulated a Print and a digital campaign keeping a 3d and CG aided creative visual to give a definite meaning for our concept.

• A well-constructed & conceptualized key influencer activation program was executed to engage the brand with 5000 architects, engineers, institutions etc. through direct meetings, Newslet-ters, Direct Mailers and incentive program.

• A total budget outlay of 5 Cr. was handled towards ATL & BTL spending

STATIONARY

With in year of

launch brand already commands a premium position with in its Peers

Direct reach to

Architects, Structural engineers, builders and other key influencers

New

Trade associates including distributor and dealers have been appointed across the region

Product is

making inroads across the region and sales growing by about 200% on MOM

POSITIVE RESULTS

Ideation of DEFENDO

Print Adaptation in Magazine

OOH adaptation & campaign

DIGITAL CAMPAIGN

NEWSPAPER INSERTIONS

NEWS

POP/POS

BROCHURE/CATALOGUE

CORPORATE EVENT& ACTIVATION

BUDGET OUTLAY

Print - 35%MagazinesBusiness TodayOutlook BusinessConstruction & ArchitectureConstruction WorldEPC World

NewspaperDanik BhaskarRajasthan Patrika

Out of Home - (25%)Billboards in 15 citiesSmall MediaWall Paint

PoP/PoS Support - (10%)LeafletsDanglersShop PainStationaryProduct Showcase standee

Key Influencer Activation - (20%)Direct Meeting with Architects - 200Direct Meeting with Engineers - 100

Defendo Budget Outlay - 4 Crore

Dealer MeetsDigital - 5%Social MediaE-mail CampaignOnline Advertising

Sponsorships - 5%Construction EventsArchitects Seminar

G

Key Influencer & Trade Activation, Collateral Designing

allantt Ispat Ltd is a NSE & BSE listed entity with a annual turnover of Rs.1000 crore

and operates fully integrated steel plants in Gorakhpur and Kutch Gujarat manufacturing

steel long Products. Company sells its product through a well established network of dealer

and distributors across the region.

Key Issues

Statergy

• Client was experiencing stagnancy in its sales and low brand recall factor among the target group.

• Competition had steadily started to take over the brand.

• Key Influencer Group i.e. Architects, Engineers etc were not much aware about the brand.

• Communication was reworked and a unique property which represents a core characteristic of steel bars strength at “CORE” was worked

• Comprehensive Engagement marketing campaign was launched to target key influencer community, at multiple cities of the state. Through this activation, in all about 500 Key influencers were engaged through various methods.

• Multiple technical and marketing training sessions were organized for Business Associates; Conclaves were organized for Architects and Engineers.

• Support of Print and OOH was also given during the activation campaign.

STATIONARY

Sales

saw an immediate rise due to the campaign

Key influencer

group began to recommend the brand to its end users.n

New brand identity was

accepted in the market and received a good response.

POSITIVE RESULTS

brand awareness

Ideation

NEWSPAPER AND MAGAZINE

OOH adaptation & campaign

POP/POS

BROCHURE/CATALOGUE

COLLATERALS

CORPORATE EVENT& ACTIVATION

Print - 15%MagazinesRegional MagazinesNewspaperDainik Jagran

Out of Home - (15%)Small MediaWall Paint

PoP/PoS Support - (25%)LeafletsDanglersDealer BoardsShop PainStationaryKey Influencer Activation - (45%)Direct Meeting with Architects - 300Direct Meeting with Engineers - 100Architect ConclavesDealer SeminarsMason Meets

Gallantt Budget Outlay - 1.5 Crore

BUDGET OUTLAY

S.No. Month Details Tentative area for Dealer, Training and canter activation

Dealer Technical & Marketing Training

Sessions

Engineer/Architect Activation areas

Quantity of Engineers/Architects

for activation

Architect/Engineer

Conclave

Architect/Engineer dinner meet

Distributor Dealer

Conference

1 April Creative Strategy, Brand Colletral Designing recruitment

2 May Brand Colletral Designing, PoP & Dealer activation program

3 June

Designing of corporate PDF Presentation for Gallantt, Printing of collaterals, Commencement of Dealer Training Program & Architect/Engineer Activation from Gorakhpur

1 Gorakhpur city 30

4 JulyCreating and designing of facebook page & blog of Gallantt. Architect activation & conclave designging & continuation of dealer training program

1Gorakhpur city, Basti (surrounding areas)

25 1

5 August Dealer & Architect activation and training program

1-2 Deoria, Sultanpur, Mau, Ballia

(surrounding areas)

25 1

6 SeptemberDesigning of Newsletters & dispensing the same for Architects/Engineers, Dealer & Architect activation and training program.

1-2Azamgargh, Gonda,

Faizabad, Rae Bareilly (surrounding

areas)

40 1-2

7 October Dealer & Architect activation and training program

1 Shahjhanpur, Lahimpur, Sitapur

(surrounding areas)

40 1-2

8 November

Designing of Newsletters & dispensing the same for Architects/Engineers. Dealer and Architect activation and training program. Commencement of canter activation from Lucknow

Lucknow, Sultanpur & Faizabad (Surrounding Areas) Lucknow city

40

9 DecemberDealer & Architect activation and training program, continuation of canter activation.

Gorakhpur, Basti, Gonda (Surrounding areas)

Lucknow city & Surrounding areas

60

10 JanuaryDesigning of Event collaterals for the Architect/Engineers conclave at Lucknow. Execution of conclave. Continuation of canter activation

Azamgargh, Mau, Ballia (Surropunding Areas)

Lucknow city & Surrounding areas & Architect/Engineer

conclave

1

11 February Continuation of canter activation, Designing of Distributor/Dealer conference

Deoria, Basti & any other suggested area(Surrounding areas)

12 MarchPlanning & Execution of Dealer conference, Submission of Reports & Distributor/Dealer conference

1

Total 12 Months Project

2.5 months of Creative & Collateral Designing & Printing & 7 Months of other Creative & Event Designing &

Planning execution

3.5 - 4 months of Dealer activation 4-5 Dealer Training Sessions

250-260 Architect/Engineer

Activation

2 Conclaves

4-5 small dinner meets 1

12 Months Project & Each Month Working at a Glance

P

Brand strategy & Development, Communications, campaign & engagement

remier Group had opened a new manufacturing unit to manufacture 1.5 lacs MT of TMT

steel bars at Bagru Rajasthan.

It was a new market for the compant with no market share at all.

There were 4-5 large players including Rathi, Kamdhenu, TATA and other regional players

who had majority of market share.

Key Issues

Statergy

• To generate substantial sales in 2 years so that the company starts breaking and even utilizes 60% of its installed capacity.

• To establish a completely new brand in a new area and define its brand positioning.

• Identification and formation of distributor and dealer network in Rajasthan.

• To make sure that company sells it product through organized retail market.

• Marketing and sales exercise was integrated & entire campaign was strategized which was to be executed in time bound duration.

• Name of the IMC campaign : - “Rishta Vishwas ka”

Market segment – B2B, B2C

Time Frame – 12 Months

Geographical Area – Entire Rajasthan

Plan of action - An integrated plan under the concept of IMC(Integrated Marketing Campaign) of ATL & BTL marketing was strategized and implemented after under-standing the market conditions and a brief competitor analysis in Rajasthan.

• TARGET GROUP

a) Trade community – distribuotrs, dealers & retailers

b) Key Influencer group – Architecht, Structural Engineers & Masons.

c) Retail End Consumer – Urban Male of tier 2 & tier 3towns of age group 40 + and builder segment across Rajasthan.

Total of 31 Districts were covered under marketing program

Face to face meeting with totatl 135 dealers

Appointment of total authorized 4 distributors and 37 dealers

Touched total 650 retailrs across Rajasthan.

Touched total 53 architects

With in 2 yrs company was utilizing 70% of its installed capacity

Company Garnered a market share of 10% with in 3 yrs going operational

After Rathi & Kamdhenu, premiere was the 3rd company to have a organized network in the state for selling TMT bars.

POSITIVE RESULTS

Ideation and photo shoot

NEWSPAPER AND MAGAZINE

OOH adaptation & campaign

POP/POS

CORPORATE EVENT& ACTIVATION

BUDGET OUTLAY

Broadcast TVC 30%Aaj TakNDTV NewsZee News

Radio - 10%Radio MirchiRed FMBig FM

Print - 25%MagazinesIndia TodayConstruction WorldNewspaperDainik JagranDainik BhaskarAamar AujalaRajasthan Patrika

Out of Home - (20%)Billboards (25 cities of U.P & Rajasthan)Small MediaWall Paint

Premier Budget Outlay - 7 Crore

PoP/PoS Support - (10%)LeafletsBrochuresDanglersShop PainStationaryProduct Showcase standee

Key Influencer Activation - (5%)Architect ConclavesDealer Meets

A

Brand identity, Communications, Key Influencer Activation

n established player in northern India having a steel plant, manufacturing Re-Bars &

Structural steel decides to increase market share and improve realization over his existing

product. Client calls Virtual Eyes and hands us a brief for doing the needful and hands over

a year long communication & activation duties.

Key Issues

Statergy

• Company’s existing brand positioning in terms of product quality was low

• Competition was taking over the dominated market of client

• Key Influencer community was ignorant about the brand

• Campaign should be targeted towards Architects, Engineers, Dealers, Masons

• Adopted customized Activation strategy that involved direct meetings and conclaves & seminars of key influenc-ers.

• An year long activation campaign was conceived and implemented around the idea “Experience you can trust” and importance of earth quake resistance product was highlighted during different phases of campaign

• A well-constructed & conceptualized key influencer activation program was executed to engage the brand with 1000 architects, engineers, institutions etc. through direct meetings, Newslet-ters, Direct Mailers and incentive program.

• A total budget outlay of 1 Cr. was handled towards BTL spending

BROCHURE/CATALOGUE

CORPORATE EVENT& ACTIVATION

PoP/PoS Support - (25%)LeafletsDanglersBrochuresDealer BoardsShop PainStationary

Key Influencer Activation - (75%)Direct Meeting with Architects - 350

KVS Budget Outlay - 1 Crore

BUDGET OUTLAY

SNAP SHOT OF THE EXECUTION OF PROJECT

Sl. No.

Districts / Cities

Trade Marketing

Corporate & Channel

Corporate & Channel

Engineer/ Arch

Mason/ Contractors

Direct Marketing

Dealers & Distributors

Marketing [Architects

& Structural Engineer]

Marketing [Building]

Meets Activation [Engineer & Arch]

1 Agra Y Y Y Y Y Y

2 Bareilly Y Y Y Y Y Y

3 Meerut Y Y Y Y Y Y

4 Moradabad Y Y Y Y Y

5 Rudrapur Y Y Y Y Y

6 Delhi NCR Y Y Y Y Y

TOTAL 300-350 350-400 150-175 4 Meets (350-450) 5 Meets