“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