weber india- communication routes concept presentation

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COMMUNICATION ROUTES - CONCEPT PRESENTATION

The Context• Brief

• Business Context

Brief

◦ Weber India is looking at solidifying their presence in their key markets.

◦ This will be in sync with their marketing & brand communication practices abroad and represent its core value of ‘providing the best quality grilling experience’

◦ Marketing challenges are to build likability around grilling, and changing perceptions towards grilling.

◦ Focus areas would be- ◦ Retail Trade◦ Channel trade

Business Context

◦ Grilling or Barbequing is a relatively new concept for Indians. It is already a way of life in countries like US, Australia, Denmark, Canada etc. Indians, especially elite class urban citizens are warming up to the concept of Grilling.

◦ Weber India is the only national player which has a significant presence across all metro cities of India. Grilling is fundamentally a high on investment and high maintenance concept. It is more sort of a leisure activity. It can be very much a part of recreation.

◦ The concept of Grilling is gradually making inroads into the homes and restaurants of metro urban India.

◦ Buyer Profile- Early adopter, Clearly an evolved buyer, Buys branded products of other product categories.

ProposedCommunication Routes

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ROUTE NO. 1- TASTE

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TASTE THE MAIN ATTRIBUTE

• Grilled food can look very appetising if done properly.

• And yes, food is consumed first by the eyes.

• But the defining factor in food is almost always how well it tastes.

• This route is centred firmly around the fact that grilling makes your dish taste that much better.

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TASTE COPY

• Both the lines used in this route focus on the end attribute of taste.

• They emphasise on the fact that grilled food is delicious to the palette.

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TASTE VISUALS

• Taste as an attribute cannot be felt via visuals.

• The next best way to accentuate the taste is to make the food visual look tempting and appetising.

• The visuals in this route follow two directions.• One direction is to show an unstructured grid filled with

images of several appetising dishes along with an image of the grill.

• The other route is to show a finished dish in all its glory. It looks appetising and delicious thereby automatically invoking a reaction of it being very tasty to eat.

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ROUTE NO. 2- SOCIAL

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SOCIAL THE MAIN ATTRIBUTE

• Cooking is often known to be a stress buster.

• Grilling is in a way synonymous.

• The joys of doing something you love are often manifold when you share that activity with the people who matter.

• Grilling being an outdoor activity falls into the social bracket.

• It becomes a far more enjoyable activity with friends and family around you and a celebration [if nothing else then] of friendship to toast to.

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SOCIAL COPY

• The lines used in this route accentuate the sense of collective camaraderie that grilling can invoke.

• They emphasise how grilling as an activity can involve a lot more than just the one person who may actually man the grill.

SOCIAL VISUALS

• Expectedly these visuals are all about a group of young people having the time of their lives.

• However, the one thing that seems to bind their collective attention, is the amazing treats being readied on their grills.

• The concentration in these visuals is on the social aspect of grilling.

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ROUTE NO. 3- EASE

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EASE THE MAIN ATTRIBUTE

• One of the many myths about grilling is the inconvenience.

• People feel it is hard to set up. Hard to light and then a nuisance to clean.

• Weber Grills of course are a perfect example of why these concerns are actually unfounded.

• With this route we wanted to accentuate the simplicity of grilling with a Weber Grill.

• This route is specifically chosen to break the stereotypes attached to grilling. Especially since our product is manufactured to near perfection.

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EASE COPY

• The lines in this route focus on the ease of grilling on a Weber Grill.

• The lines emphasise the fact that grilling is in fact a lot easier to manage then the common notion.

EASE VISUALS

• The visuals talk of ease.

• The visuals talk of comfort.

• And they talk of reassurance.

• A family member [being a part of the visual] be it a child or the spouse adds a sense of complete trust and confidence in the product.

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Marketing Collaterals• PRODUCTS & ACCESSORIES CATALOGUE

• STANDEES

• BANNERS

• STREAMERS

• PRICE TAGS

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Weber India Products & Accessories CatalogueCover Page

Communication Route- TASTE

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Weber India Products & Accessories Catalogue

Inside Pages

Section- Table of Contents

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Weber India Products & Accessories Catalogue

Inside Pages

Section- Separators

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Weber India Products & Accessories Catalogue

Inside Pages

Section- Products

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Weber India Products & Accessories Catalogue

Inside Pages

Section- Products

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Weber India Products & Accessories Catalogue

Inside Pages

Section- Accessories

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Weber India Products & Accessories Catalogue

Inside Pages

Section- Products

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Weber India Products & Accessories Catalogue

Inside Pages

Section- Products

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Weber India Products & Accessories Catalogue

Inside Pages

Section- Recipes

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Weber India Products & Accessories Catalogue

Inside Pages

Section- Grilling

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Weber India Products & Accessories Catalogue

Inside Pages

Section- Grilling

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Weber India Products & Accessories Catalogue

Inside Pages

Section- Grilling

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Weber India Products & Accessories Catalogue

Inside Pages

Section- FAQs

32STANDEES

33BANNERS

34STREAMERS

35PRICE TAGS

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Thank You.