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    IIM Shillong Enigma Pushpak Maggo

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    pushpak maggo
    The document discusses a communication campaign proposal for ROFF tile adhesive. It identifies the target audiences as professional tile installers and purchase managers for infrastructure companies. Their key problems are inefficiency, improper finishing damaging brand image, and lack of awareness of new product categories. The solution proposes increasing awareness of tile adhesives through consumer education on their benefits over traditional cement mixtures. It also suggests incentivizing contractors and architects to recommend ROFF in order to attract new users and increase market share. The campaign would target B2B customers through distribution education, incentive schemes, and corporate tie-ups to provide training and expertise.

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    IIM Shillong Enigma Pushpak Maggo

    Uploaded by

    pushpak maggo
    60 views3 pages
    The document discusses a communication campaign proposal for ROFF tile adhesive. It identifies the target audiences as professional tile installers and purchase managers for infrastructure companies. Their key problems are inefficiency, improper finishing damaging brand image, and lack of awareness of new product categories. The solution proposes increasing awareness of tile adhesives through consumer education on their benefits over traditional cement mixtures. It also suggests incentivizing contractors and architects to recommend ROFF in order to attract new users and increase market share. The campaign would target B2B customers through distribution education, incentive schemes, and corporate tie-ups to provide training and expertise.

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    The document discusses a communication campaign proposal for ROFF tile adhesive. It identifies the target audiences as professional tile installers and purchase managers for infrastructure companies. Their key problems are inefficiency, improper finishing damaging brand image, and lack of awareness of new product categories. The solution proposes increasing awareness of tile adhesives through consumer education on their benefits over traditional cement mixtures. It also suggests incentivizing contractors and architects to recommend ROFF in order to attract new users and increase market share. The campaign would target B2B customers through distribution education, incentive schemes, and corporate tie-ups to provide training and expertise.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    60 views3 pages

    IIM Shillong Enigma Pushpak Maggo

    Uploaded by

    pushpak maggo
    The document discusses a communication campaign proposal for ROFF tile adhesive. It identifies the target audiences as professional tile installers and purchase managers for infrastructure companies. Their key problems are inefficiency, improper finishing damaging brand image, and lack of awareness of new product categories. The solution proposes increasing awareness of tile adhesives through consumer education on their benefits over traditional cement mixtures. It also suggests incentivizing contractors and architects to recommend ROFF in order to attract new users and increase market share. The campaign would target B2B customers through distribution education, incentive schemes, and corporate tie-ups to provide training and expertise.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 3

    Bond with Pidilite: Round 1 Submission

    Chosen Case Study (1 or 2


    2) :
    1. Who are your audience and what are their problems
    (words)

    Our audience will be professional using the product which is further categorized into two division
    based on the scales of operations – Purchase managers of Infrastructure companies- Problems
    Inefficiency and Improper finishing in the end product effecting the image of brand in the market.
    Independent Contractors- Problems awareness about the new categories, stuck to conventional
    processes in the Tile installation.

    2. Digging deep into the problem – How big and how important is it ? (Words)

    Awareness among contractors is not a lot.


    Education about the product and then the brand needs to made.
    Not levelling the tiles properly leads to a lot of issues. Immediate issues lead to the homeowners risk
    being endangered and in the long term, the needs for repair and maintenance increases which becomes
    more costly for the user.

    3. Consumer Insights
    (Words)
    • Consumers are willing to pay a premium for tile adhesives providing superior strength and offering
    long-term durability.
    • Consumers primarily rely on recommendations made by stakeholders like tile contractors and
    architects regarding the choice of tile adhesive brand because of lack of awareness/exposure to this
    category.

    4. What is the Communication Challenge ?


    (Words)

    Contractors are usually stubborn and still sell and promote what was being sold years ago. Those
    contractors need to be made aware of the problems associated with not using ROFF, in essence, the
    chances of large tiles breaking. With superior strength, ROFF can mitigate a lot of these issues. Indian
    Standard (IS) and International Standard (EN) certifications, prove the true value of the product.
    Bond with Pidilite: Round 1 Submission

    Chosen Case Study (1 or 2


    2) :
    5. Problem Solution/Proposition (Words/Graphs/Images)
    • As the adhesive penetration today is estimated to be only 20% of all tiles installed, the key focus
    should be on increasing awareness/exposure to this category directly to the consumers. Once the
    salient features of using tile adhesives over traditional method of cement and sand mixture are
    communicated through our ad campaigns, consumers demand within this category would increase by
    a substantial proportion.

    • However, as there’re several stakeholders (such as tile contractors and architects) involved in the
    purchase decision that influence the choice of the consumer, we need to formulate a lucrative
    incentive scheme which would trigger them to make recommendations of ROFF. This would not only
    attract new contractors to switch from traditional method (cement) to tile adhesives, but also help in
    increasing ROFF’s market share by converting contractors currently using other competing brands to
    ROFF.

    6. Campaign Idea! (Words/Graphs/Images)

    Campaign - We will be targeting the B2B i.e., the contractors and purchase managers
    Awareness- We will extensively be educating the distribution about the usage and user friendliness of
    our product, through an extensive comparison in the application and how it could lead to better finishing
    which would eventually lead to higher profits for the firms as well as the building their image in the
    market.
    Incentivizing- We will be promoting our products through the distribution channels by providing
    different schemes and bundle deals for the consumers, this will help the distributors increase their profits
    as well as will increase their customer base as well thus, they are motivated to promote our product.
    Corporate tie ups- We can tie ups with Infrastructure companies by providing them expertise they
    require to imbibe the procedure in their SOP, we will also be conducting trainings were we will be
    helping the artisans how to use the product and overall increase the efficiency

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