Forecast Advertising

B2B Case Study

Corporate image enhancement exercise through an

integrated communication approach

The local specialist

• Ravin Cables is a 50 years old industrial cables manufacturing company

• It manufactures LV, HV/EHV, Fire Survival, Aerial Bunched and

Specialty Cables

• Received an award from Engineering Export Promotion Council (EPCC) for

highest exports in 2004, which has only grown since then

A brief backgrounder: Ravin Cables Ltd.

The global expert

• A glorious history of over 130 years

• 7 R&D centers, 2700 filed and registered patents, 56 plants globally,

12,000 employees

• Designing, manufacturing, supply & installation of a wide range of

energy and telecom cables

• Customised solutions for a wide range of Industries, Infrastructural

projects and for OEM’s specific requirements

• Twelve different product lines, each of them offers customised solutions

for the most diverse functional and environmental requirements

A brief backgrounder: Prysmian Group

What was expected from us…?

• To position Prysmian as a global group known for it’s R&D expertise,

diverse product range, customer service and quality

• To promote the joint venture as a merger of strengths - technological and

managerial know-how of Prysmian with the dynamism and

competitiveness of Ravin

• Core insight: “Global knowledge meets local expertise”

A brief backgrounder: Our role

Integrated Approach

Agency response

Research the 3 Insights that matter most

01) Research makes communication strategies more insightful and effective

Customer Insight

• The decision making process

• Product expectations

• Perception analysis of competitors vis-a-vis Ravin cables

• Impact of technology and product customization as demand drivers

Client Insight

• Understanding buyers and their buying behavior

• Business portfolio

• Market segmentation

Competitive Insight

• Research on competitors’

• Resources

• Manufacturing capabilities

• Product range

• Price modules

• Promotional activities

• Competitive advantages

The key message was derived

The key message was

“INDIA’S QUEST FOR GLOBAL TECHNOLOGY IN

ENERGY CABLES AND SYSTEMS ENDS HERE.”

02) Post analyzing research findings…

The Medium

The Message

• Establishing the

Joint Venture in

the minds of the TA

• Strengths of the

Joint Venture

• Explain the “End

User Benefit”

I. R&D driven

Power Cables

II. Complete

Range

III. Customized &

Solutions

Print, Television, P.R., Digital, Direct

Marketing, Ground Activation, CRM

The Audience

• Government

Utilities

• Contractors

• Private Utilities

• Distributors

• Industries

03) The methodology…

Brand Manual

Ravin cables’ brand manual was

designed to:

Establish corporate identity and

define brand guidelines

Raise expectations and perceptions

of existing and prospective clients

To assist marketing and sales

efforts in creating an entire brand

architecture, adhering to the said

guidelines and thus resulting a

positive impact

Direct mailer

A personalized letter to announce

the Joint Venture was mailed to

existing and potential customers,

communicating the merits of joint

venture and the user benefits

Marketing

Collaterals

Designed a host of marketing

collaterals to support the sales

team by outlining the new range of

specialty cables

Corporate Brochure

& Stationary

Web-Design

That’s clean, neat, easy to

navigate and in sync with the

overall corporate identity

Public Relations

A press release was drafted to

provide exposure in Print, Digital

and Electronic medias announcing

the Joint Venture

• A One-to-One press meet @ Hotel

Oberoi, Delhi

• Press Conference @ Hotel

Ambassador, Mumbai

Disseminated news articles to

leading national English and

Regional Dailies, Trade Magazines,

Digital and Electronic Medias etc

Top journalists from leading

medias were present underlining

the success of our PR efforts

Media Coverage

• http://sify.com/finance/ravin-cables-italian-firm-form-joint-venture-to-expand-business-reach-

news-news-kmhquwdjihf.html

• http://story.europesun.com/index.php/ct/9/cid/145bb158ac2f80f2/id/716605/cs/1/

• http://www.indiatalkies.com/2010/12/ravin-cables-italian-firm-form-joint-venture-expand-

business-reach.html

• http://news.webindia123.com/news/Articles/Business/20101207/1645075.html

• http://feeds.bignewsnetwork.com/?sid=716605

• http://www.dailyindia.com/show/412840.php

• http://www.calcuttanews.net/story/716605

• http://newstrackindia.com/newsdetails/194295

• http://www.andhranews.net/Business/2010/Ravin-Cables-Italian-firm-form-joint-4533.htm

• http://news.oneindia.in/2010/12/07/ravincables-italian-firm-form-joint-venture-to-

expandbusi.html

• http://www.bombaynews.net/story/716605/ht/Ravin-Cables-Italian-firm-form-joint-venture-

to-expand-business-reach

• http://domexinfo.in/blog/?page_id=19

• http://biz.zeenews.com/news/news_content.aspx?newscatid=3&newsid=17986

• http://www.thehindubusinessline.com/businessline/blnus/02121721.htm

• http://www.financialexpress.com/news/prysmian-buys-51-stake-in-ravin-cables/723691/

• http://www.indianexpress.com/news/Prysmian-buys-51--stake-in-Ravin-Cables/723691

• http://in.news.yahoo.com/italys-prysmian-buys-51-stake-ravin-cables-rs.html

• http://news.in.msn.com/business/article.aspx?cp-documentid=4689640

• http://www.indiareport.com/India-usa-uk-news/latest-news/958229/NCR/4/20/4

• http://iplextra.indiatimes.com/article/0eDbglf7mbaOb?q=India

• http://www.indianexpress.com/news/prysmian-buys-51-stake-in-ravin-cables/723691/

• http://www.newspolitan.com/forum/art/world/india/GE5DQOB0HA6ECVCJ

• http://www.financialhub.in/tag/medium-voltage-cables

• http://nongsain.indiareport.com/India-usa-uk-news/latest-news/958229/Business/4/30/E

• http://topics.pe.com/article/0eDbglf7mbaOb?q=Africa

Networking Dinner

High networking dinners were

organized at Delhi and Mumbai to

bring all existing customers under

one roof

Print Campaign

• A series of print ads were released in prominent newspapers; over 4 months

• Half page and Quarter page ads in leading business dailies like The Economic Times and The

Business Standard

• Ads in business dailies were assisted by regular insertions in all trade magazines and journals

Economic Times Ad

Economic Times Ad

Yellow pages & Business Standard Ad

To sum up

By executing an integrated communication plan within a defined

timeframe, we achieved:

• Positioning Ravin Cables as a leading player in the cable industry

• Ravin Cables is now perceived as a company which is dependable and can

deliver high end products and offer customized solutions to any industrial

application

• Communication has helped in opening doors to several private and

government utilities, contractors and s on

Address: 10-A Thacker Industrial

Estate, N.M Joshi Marg,

Lower Parel (East)

Mumbai 400011

Phone No. : 022 40639191/ 92

022 23013252/ 51

Fax No.: 022 23013460

Email id: cs@forecastadvtg.com

Website: www.forecastadvtg.com

Contact Details

COMPANY DETAILS