Question

Topic: Strategy

How To Increase Brand-awareness For A Product?

Posted by Anonymous on 12/26/2007 at 5:45 AM ET 250 Points
I work for a company called Fenesta Building Systems which manufactures uPVC doors n windows. We are heavily into business in other parts of India but we have recently launched our product in Kolkata. Now we want to increase awareness regarding our product in Kolkata among the common mass. What should be our effective strategy in order to increase awareness among the common mass?

P.S. Its a High-end product so our target market is the High Income Group or HIG. So plz suggest accordingly.
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RESPONSES

  • Posted by adammjw on 12/26/2007 at 6:00 AM Accepted
    You got me a bit puzzled with one of your statements.
    You say yours is a high-end product and you want to build awareness amongst mass audience.Why?
    Who are you competing with?
    What have you spent your marketing money on so far?
    What was effective in your market?

    Adam
  • Posted by CarolBlaha on 12/26/2007 at 11:11 AM Accepted
    Is your market new construction or remodels? Do you want sales or build the brand?

    What is your unique selling proposition? Pella is a name here with great name recognition creating their own "viewed to be the best". Their website doesn't exactly tell you why they feel they're the best, they say it and consumers believe it. That is the problem appealing to end users. Few new home buyers come to the table saying "I want x windows". They relay on builders and architects. Because the builder or architect is responsible for the home, they are careful who they specify. If the product is unknown -- they can refuse to supply it-- even if the consumer wants it, because of the liability. If your market is new construction spend your dollars on the builder and architect.

    Here few window manufacturers have brand awareness-- people assume they're the leaders but there is plenty of business to be had. They go straight to builders rather than end users. The builders do the selling and their recommendation is the value they add. In remodeling segment, they spend their dollars supporting and developing their distributors and dealers.

    Hope that helps, Carol
    Sell Well and Prosper tm



  • Posted on 1/1/2008 at 5:15 AM Author
    dear carol,first of all,happy new year to u.......now comin back to your question,u have asked whether ours is a newmarket or not?my answer wud be dat ours is a new market in kolkata where we are into operations for the past 7 months....this 7 months have gone into setting up the office n various govt. paperworks..so as of now,theres nil awareness bout dis product...
    then you asked me whether we want to increase our sales or brand awareness...we are currently concentrating on increasing our brand awareness...coz i think brand awareness and sales go hand in hand....now you suggest me how to go bout increasing the brand awareness....plz suggest ways to do so...and thanx for your previous suggestions....
  • Posted on 1/1/2008 at 5:40 AM Author
    dear adammjw,
    happy new year to u...thanx for your hearty feedbacks last time....now cumin back to your questions,you asked me in spite of being a high-end product y shud we go for a mass-awareness program...d fact is we want to generate awareness among this high end market only....the HIG or the High Income Group is what we are targeting n i need to generate awareness within this target segment only.....
    now your next question,bout our compeitiors...we are holding a semi-monopolistic market here...our competitors are quality n strength wise inferior to us,hands down....
    lastly,we are into spending 1.5 crores for marketing activities...so there goes the answers to your queries...now plz suggest me how to take another step towards building up a base in kolkata....
  • Posted on 1/1/2008 at 5:51 AM Author
    dear mr. gupta,
    happy new year to u sir..thanx for your response...now answering your questions,level of awareness in other states is very high...we have been in this uPVC market for the last 7 years n we have done business with every hotshot ranging from keppelmagus to raheja n salapuria pan-India...its only in Kolkata dat we have to build up a gud braqnd image....n u have suggested to go n xplo0it the mall culture...but sir,will it b a viable option given dat the age grup dat visits a mall on any given day is not of the type dat can buy windows or dooirs for their houses....so now how shud we go bout the issue..plz respond.
  • Posted by Chris Blackman on 1/2/2008 at 6:08 PM Accepted
    May I be completely open, honest and perhaps very blunt with you?

    Do you write your advertising and promotional communication in txt spk like you write here?

    If so, I suggest you before you try to open new markets, you think about improving your written communication skills.

    From my personal understanding of the HNW/HIG sector in India, most speak perfect English, often based on an English or American boarding-school education and will be unimpressed by anyone whose spoken English is hi-hop, rap-gangsta, home-boy or txt-styl.

    Writing 'dat' instead of 'that' and 'dis' instead of 'this' isn't economical or clever, it's just annoying.

    You need to exhibit a vastly more mature marketing persona to succeed in your target markets, and here on KHE.

    Hope that helps.

    ChrisB
  • Posted by CarolBlaha on 1/2/2008 at 6:42 PM Member
    Building a brand is not sales. Customers buy solutions, not brands. Big brands as Albertson's CompUSA, McDonald's Mc Rib, Pier One, Virgin Mega, Big Lots are closing stores or shutting down all together. Sears reports profits down over 90%. I do agree that establishing what you stand for-- your brand, as early as possible is important. But it does not ensure success.

    Carol
    Sell Well and Prosper tm
  • Posted on 1/3/2008 at 7:05 AM Accepted
    Dear asankho,

    Several ways can be used to increase awarness:
    1) you can use targeted email marketing (Filter your list based on individual income)
    2) put an ad in the magazines that are read by your target
    3) Include a paid interview in a testimonial form from your current clients in the magazine
    4) Advertise on billboard if any
    5) Buy a database for Kolkata, and filter it based on income, send invitation for a launching event in a luxurous hotel, etc...
    6) Press Release in main newspapers announcing your opening in the region, and briefly talking about the event

    hope this will help
    Nathaly
  • Posted on 1/11/2008 at 7:48 AM Author
    THANX ALL FOR YOUR KIND SUGGESTIONS AND GESTURES...THANX A LOT..TAKE CARE..BYE!!!
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