Case Study: Caterpillar

Transcription

1 Case Study: Caterpillar

2 CAT CAT had been brought to India by TATA International Wolverine Brands Ltd The CAT brand embodies rough, ready and rugged style at its very best. Built on honest heritage, in the ethic of work, Cat equipment drives the shape of the world s skyline and the spirit of the Cat lifestyle truly harnesses that ethic, moving the earth to make a difference The CAT vision leverages the power of the Cat brand to globally market innovative product and provide consumers with products that capture Cat spirit, personality and DNA products (like the equipment) that are tough, authentic, proud, powerful and uncompromising. The brand s heritage encompasses more than 100 years of steadfast performance and reliability. The Cat brand values are strongly imbedded in the latest Cat lifestyle collection, reflecting authentic, tough, dedicated, bold and dynamic fashion! Cat lifestyle product range: Men s apparel Denim, woven pants, heritage inspired graphic tees, polo t-shirts, Shirts, Shorts & Jackets (seasonal) Women s apparel Denim, woven pants, graphic tees, tops, skirts & dress n jackets (seasonal) Footwear From Lows, mid-cuts, chukkas, slip-ons & sandals in premium leather, suede and canvas. Accessories Backpacks, Messenger, Tablet & Laptop Bags, to Small accessories like Wallets, Toiletry Bags & City Pouches to Travel Gear

3 CAT Client mandate CAT approached id8 media solutions Pvt. Ltd. to launch the brand in India, through national and regional announcements to the media. This launch spanned across 26 cities in India, garnering coverage across regional newspapers in the country Post the launch id8 media solutions took up the mandate of positioning the CAT brand across the media universe. The objective was to position the brand as a lifestyle brand, and change the universal perception of CAT as an outdoor brand Services provided Public Relations Agency innovation One of one introduction of the brand to top media personnel, along with the CAT team to ensure that each influencer experienced and understood the CAT DNA Benefits to the brand : The Media Exposure converted for CAT by id8 media solutions Pvt. Ltd. stands at INR 58,01,635 with coverage spanning on a national, as well as regional level. This was split between print and online : Print INR 50,31,635 Webzine INR 7,70,000

4 Print Media Coverage Received

5 Print Media Coverage- Announcement 2 nd February 2013 Hindu Business Line 6 th February 2013 Hindustan Times 5 th March 2013 Metro Herald

6 Print Media Coverage- Product & brand April 2014 BTW April 2014 Outlook Traveller June 2014 Man s World

7 Print Media Coverage- Product & brand October 2014 Grazia Man 25 th April 2014 ET Panache 14 th October 2014, Femina.in

8 Print Media Coverage- Store 13 th December 2014, Afternoon D&C August 2013 Elle

9 Print coverage for announcement The Hindu Business Line (Bangalore, Chennai, Coimbatore, Hubli, Hyderabad, Kochi, Kolkata, Kozhikode, Lucknow, Madurai, Mangalore, Mumbai, Noida, Thiruvananthapuram, Tiruchirapalli, Vijayawada & Visakhapatnam) Business Standard English (Ahmedabad, Bhopal, Chandigarh, Chennai, Delhi, Kolkata, Kolkata, Mumbai) Business Standard Hindi (Ahmedabad, Bhopal, Chandigarh, Chennai, Delhi, Kolkata, Kolkata, Mumbai & Pune) Hindustan Times (Mumbai, Delhi, Chandigarh, Delhi, Jaipur, Kolkata, Lucknow, Patna & Ranchi) Munasif (Hyderabad) Surya (Hyderabad) Dina Suriyan (Coimbatore) Milap (Hyderabad) Prajasakti (Hyderabad) Tribune (Amritsar) Dainik Savera (Amritsar) Aaj Samaj (Amritsar) Arthprakash (Amritsar) Maalai Murasu (Coimabatore) Madurai Mani (Coimabatore) Uttam Hindu (Amritsar) Veer Pratap (Amritsar) Nutan Odisha (Bhubaneshwar) Oscar utkal (Bhubaneshwar) Paryabekhyak (Bhubaneshwar) Prajatantra (Bhubaneshwar) Suryaprava (Bhubaneshwar) Darsanna (Bhubaneshwar) Kholadwara (Bhubaneshwar) Hiranchal (Bhubaneshwar) Indian Era (Bhubaneshwar) Pehredar (Amritsar)

10 Print coverage for announcement Ananya (Bhubaneshwar) Khabara ( Bhubaneshwar) Mahabharat ( Bhubaneshwar) Sambad Kalika (Bhubaneshwar) Siasat (Hyderabad) Rajasthan Patrika (Ahmedabad) Sach Di Pattari (Amritsar) Akali Patrika (Aritsar) Andhra Prabha (Hydrabad) Daily Suraj (Amritsar) Dainik Bhaskar (Ahmedabad) Tamil Sudar (Coimbatore) Gujurat Pranam (Ahmedabad) Vishal Andhra (Hyderabad) Afternoon (Coimbatore) Aj Di Awaz (Amritsar) Standard Herald (Ahmedabad) Suryakal (Ahmedabad) Andhra Jyoti (Hyderabad) Divya Bhaskar (Ahmedabad) The Indian Express (Ahmedabad) Midday (Pune) Malaai Malar (Chennai) Gujrat Niti (Ahmedabad) Subah Savera (Ahmedabad) Ahmedabad Express (Ahmedabad) Metro Herald (Ahmedabad) Prabhat (Ahmedabad) Satellite Samachar (Ahmedabad) The Hindu (Chennai) The Hindu (Hyderabad) Encounter (Amritsar)

11 Online coverage for announcement (pune) (pune)

12 SS HOMME Mumbai based luxury brand and design studio, which specializes in Bespoke menswear founded by Sandeep & Sarah S Gonsalves Over a four year growth period, SS HOMME has successfully launched a pret, accessory, footwear and Couture line both for western and indian silhouettes As the fabric selection is of utmost importance, since it not only determines the fall of the garment, but also its life, SS HOMME provides over 15,000 fabric selections from brands such as Dormeuil, Scabal, Holland & Sherry, Loro Piana, Huddersfield and Vitale For Shirtings SS HOMME uses the highest quality of Egyptian and 100% cotton from Soktas, Vaugh & Pickett, Dormeuil and Grandi & Rubinelli One stop shop for fine dressing for the 21 st century gentleman SS HOMME offers not only the finest bespoke process but a unique designs, truly setting an SS HOMME ensemble apart from the crowd

13 Mandate To position and promote SS HOMME as one of the top luxury bespoke menswear label at national and international level. In addition to the Bespoke line, also promote the Pret & Accessory collections available from SS HOMME Position as a one stop shop for men looking to buy both western and indian styled outfits and accessories To profile the founders and key management of SS HOMME as opinion leaders in the menswear segment Look at leveraging relations with bloggers on a national and international level Services Public Relations Agency innovation Associating with international blogger, Blake Scott, when he visited India to source and feature the brand across his social media platforms Benefits Created first mover positioning of the brand in the menswear segment

14 TREND STORIES 6th November 2015, Auspicious Times of India- pg 06 26th May 2015, ET Panache- pg 02 24th October 2015, HT48 Hrs- pg 04 24th October 2015, HT48 Hrs- pg 05 6th November 2015, Sobo and Beautiful- pg 05 13th November 2015, Indulge- pg 06 6th November 2015, Auspicious Times of India- pg 07

15 PRODUCT SOURCING 6th November 2015, gqindia.com HT Brunch, 12th July pg 08 HT Brunch, 12th July pg 09 HT Brunch, 12th July Cover 19th September 2015, Bloomberg Aspire

16 PRODUCT SOURCING GQ, Oct 2015, pg 34 Mens Health, August 2015, pg- 120 MW, July pg 103

17 PRODUCT SOURCING FHM, June pg 60 FHM, June pg 61

18 PROFILING & OPINION LEADER POSITIONING OF SENIOR MANAGEMENT Mans World, November pg 148 Images Business Of Fashion, October pg 114 2nd June 2015, AskmenIndia

19 PROFILING & OPINION LEADER POSITIONING OF SENIOR MANAGEMENT GQ, November pg 108 GQ, November pg 110

20 COLLECTION FEATURE Urban Melange, November pg 114 Urban Melange, November pg 115 Noblesse, November pg 65

21 COLLECTION FEATURE Mandate, May pg 38 Mandate, May pg 40 Mandate, May pg 39

22 COLLECTION FEATURE Mandate, May pg 41 Mandate, May pg 42 Mandate, May pg 43

23 BESPOKE PROCESS 16th June 2015, Luxpresso main 16th June 2015, Luxpresso

24 BLOGGER ASSOCIATION November 2015,Instagram- Blake Scott 27th September 2015, facebook.com- Riaan George

25 ASSOCIATION With BOMBAY SHIRT COMPANY 30th October 2015, Indulge Bengaluru- pg 02 28th October 2015, Luxpresso.com - feature 3rd November 2015, economictimes.com 30th November 2015, ET Panache- pg 02