EBONY GAUTIERThe unique home adornment concept for

Indian homes

About Ebony Gautier

Gautier is a well known global brand

Offering stylish contemporary and good quality French furniture

Business Objective

To identify target segment in 3 cities.

To increase number of footfalls at the store.

Target Audience

Geographic Locations

Bangalore Chennai Hyderabad

Demographics

SEC A & B + Age between 30 – 55 years High net worth individuals earning 40 lakhs per

annum. Expat community IT companies Builders Business/traders

Well informed, brand conscious and well travelled people.

Consumer insight

Furniture Furniture High involvement

Low involvement

Thinking Feeling

Buy products for superior functionality and quality. Longer decision making process . Rational and logical decisions.

Self-indulgence and means of self expression or showcasing achievement.Emotional led decisions.

Insight from trade

Purchases are driven by actual need state rather than desired state

Most retailers think that today’s consumer doesn’t expect their furniture to last as long as they did in the past and that people want to replace their furniture more often.

Marketing Objective

How do we move the consumer from a actual “need” state to an “aspirational” state

The big idea

Gautier is a French brand and the word French itself has a snob value that attracts our target segment.

It is aspirational and signifies a style statement.

So we create an event to display the French association of Gautier.

Advantage Gautier

- French brand

- Good quality with guarantee

- Contemporary designs

Leverage the French

connection in all our activities

What is France known for ?

Fashion

Modern design

Wine drinking

Art

French cuisine baguettes/

bread

Film festival

Cannes

French Riviera

Strategic idea : We create a Brand Property - “Fusion of Indo-French Celebration” that can be carried to all cities.

We create an exciting 3 day event of all that is French. We will showcase Ebony Gautier products during this fest.

At the event -

Co-brand with wine brands, fashion houses etc to participate.

Have an Interior Designer to talk about the furniture and engage people present at the event.

Invite existing customers as well as new prospects to the event or activity.

Have contests during the event and generally make it fun and interesting

Tie up with premium builders

To showcase Gautier products in their model flats. Provides opportunity to flaunt their furniture and generate interest among the target segment.

CRM Strategy

Existing Customer Relationship Bonding

Loyalty Programs

Giveaways & Offers

Update Mailers For Invitation for Events & Activities

In Store Activities

Entertainment provisions at store

Attracting New Customers

Build a new Database : Search for relevant TG from our existing

database. Build a new database from events & activities

that are carried out for promoting the Brand. Exchange old furniture and avail credit

on new merchandise Offer customers a chance to test drive

the furniture with necessary conditions. Provide customization

Digital Strategy

Go Digital !

Create a micro site to display furniture against a back drop of the customer’s living room.

Use online marketing on websites which is used mostly by high profile people like say a Twitter or LinkedIn. We can also target travel sites.

To be on social media platform where the brand can engage the prospect with interior designing tips or give some value added solutions to enhance their living space.

Viral video of best homes to be posted and shared.

Digital Strategic Idea

Invite customers to design their room in 3D on the main website.

Create Customer Database: Post their designs to a certain mail ID.

The designs are assessed by an Interior Designer.

Digital Strategic Idea

The best designs will get an opportunity to participate in the store event.

The reward for the winner who assembles the best design furniture would have a chance to win customized furniture for his home at a good discount.

Have innovative games like Fix it yourself etc at the store.

Final Result

Event Strategy

CRM

Digital Strategy

Increased Footfalls at the Store

Year round activities

Calendar

Bangalore Chennai Hyderabad

Month April May June

Activity French Festival Event at a Renowned Club

French Festival Event at a Renowned Club

French Festival Event at a Renowned Club

Month July August September

Activity Wine & Cheese with Interior Designer

Wine & Cheese with Interior Designer

Wine & Cheese with Interior Designer

Month October November December

Activity Contests Contests Contests