bonita india corporate branding
TRANSCRIPT
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.
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