Case Study - Prestige Smart Kitchen - A World Of Ideas
-
Upload
alivenow-digital-marketing-agency -
Category
Business
-
view
3.569 -
download
1
description
Transcript of Case Study - Prestige Smart Kitchen - A World Of Ideas
![Page 1: Case Study - Prestige Smart Kitchen - A World Of Ideas](https://reader033.fdocuments.net/reader033/viewer/2022051312/5465b9feaf795997368b4ed4/html5/thumbnails/1.jpg)
Case Study: Prestige Smart
Kitchen’s Social MediaKitchen’s Social Media
![Page 2: Case Study - Prestige Smart Kitchen - A World Of Ideas](https://reader033.fdocuments.net/reader033/viewer/2022051312/5465b9feaf795997368b4ed4/html5/thumbnails/2.jpg)
Overview
• Over the past five decades TTK Prestige Limited, has emerged as India’s largest
kitchen appliances company catering to the needs of home makers in the country.
• TTK Prestige Limited is one of the world’s largest manufacturers of Pressure Cookers .
Prestige has been responsible for changing the cooking habits of millions in India; it Prestige has been responsible for changing the cooking habits of millions in India; it
has demonstrated how one could cook meals in minutes, the healthy way.
• TTK Prestige Limited has come a long way. Today, TTK Prestige Limited has the widest
product portfolio covering all aspects of the Kitchen making it the only brand to offer
TOTAL KITCHEN SOLUTIONS to the customer.
• The product range includes Pressure Cookers, Non-Stick Cookware, Rice Cookers,
OTG’s, Kitchen Hoods (Chimneys), Hobs, LP Gas Stoves, Coffee Makers, Kettles,
Sandwich Toasters and many other small electrical appliances. TTK Prestige Limited
also offers Modular Kitchen solutions with the widest range of options in terms of also offers Modular Kitchen solutions with the widest range of options in terms of
design, choice of materials, accessories and hardware.
• TTK Prestige Limited exports its products to USA, Europe, South Africa, Kenya,
Australia, Singapore, Middle East, Sri Lanka and many other countries.
![Page 3: Case Study - Prestige Smart Kitchen - A World Of Ideas](https://reader033.fdocuments.net/reader033/viewer/2022051312/5465b9feaf795997368b4ed4/html5/thumbnails/3.jpg)
• To change the brand perception about Prestige being a
generic name for pressure cookers.
• Wanted to highlight their range of smart kitchen
Objectives
• Wanted to highlight their range of smart kitchen
products for smarter women.
• To know their audience and their demographic
distribution through Facebook.
• To attract fans and create the highest degree of
engagement with the Target Audience.engagement with the Target Audience.
• To build a community of loyalists.
• To spread the word about Prestige through social
media
![Page 4: Case Study - Prestige Smart Kitchen - A World Of Ideas](https://reader033.fdocuments.net/reader033/viewer/2022051312/5465b9feaf795997368b4ed4/html5/thumbnails/4.jpg)
Welcome Page
• A sleek looking welcome
page, designed to let users
know(who have not liked the page) know(who have not liked the page)
about the value proposition that
Prestige Smart Kitchen holds.
• This app tells a story about every
image once clicked/mouse
hovered.
![Page 5: Case Study - Prestige Smart Kitchen - A World Of Ideas](https://reader033.fdocuments.net/reader033/viewer/2022051312/5465b9feaf795997368b4ed4/html5/thumbnails/5.jpg)
Prestige Smart Kitchen Wishlist
Contest and Facebook Application
![Page 6: Case Study - Prestige Smart Kitchen - A World Of Ideas](https://reader033.fdocuments.net/reader033/viewer/2022051312/5465b9feaf795997368b4ed4/html5/thumbnails/6.jpg)
Strategy
• Considering the range of smart kitchen appliances that Prestige has, our main aim was to communicate the message and to inject a feeling of, “wishing to own message and to inject a feeling of, “wishing to own Prestige Smart Kitchen products”
• Facebook was chosen as the right platform to communicate the message to the target audience.
• In order to move ahead with the idea and to be able to create max involvement with the TA, it was required to have a very smart looking app that can grab the have a very smart looking app that can grab the targeted attention and make it very easy for them to browse through the products.
![Page 7: Case Study - Prestige Smart Kitchen - A World Of Ideas](https://reader033.fdocuments.net/reader033/viewer/2022051312/5465b9feaf795997368b4ed4/html5/thumbnails/7.jpg)
Look And Feel
![Page 8: Case Study - Prestige Smart Kitchen - A World Of Ideas](https://reader033.fdocuments.net/reader033/viewer/2022051312/5465b9feaf795997368b4ed4/html5/thumbnails/8.jpg)
Steps Simplified
• After clicking ‘enter’ one
can see the this cool UI
where products are where products are
highlighted and more
products can be browsed
by clicking the side
buttons.
• Based on
preference, products can
be selected then dragged be selected then dragged
and dropped into a cart at
the bottom.
![Page 9: Case Study - Prestige Smart Kitchen - A World Of Ideas](https://reader033.fdocuments.net/reader033/viewer/2022051312/5465b9feaf795997368b4ed4/html5/thumbnails/9.jpg)
Smart Kitchen Wishlist Cart
• Products once chosen can be dropped in this cart.• Products once chosen can be dropped in this cart.
• Number of products dropped in the cart is shown in the Items icon.
• The total amount after adding the price of the products dragged, is shown in the price icon.
• Once the price exceeds the maximum limit (which in this case is Rs 4000), no more products can be dropped in the cart.
![Page 10: Case Study - Prestige Smart Kitchen - A World Of Ideas](https://reader033.fdocuments.net/reader033/viewer/2022051312/5465b9feaf795997368b4ed4/html5/thumbnails/10.jpg)
• After clicking next once the items
have been dropped in the cart will
take the participant to this form page.
• In the form details page the
Details Page
• In the form details page the
participant has to finally update his
details.
• One very simple, and basic question
is asked. This question is the deciding
factor for selecting winners.
![Page 11: Case Study - Prestige Smart Kitchen - A World Of Ideas](https://reader033.fdocuments.net/reader033/viewer/2022051312/5465b9feaf795997368b4ed4/html5/thumbnails/11.jpg)
Post Submit Message
After clicking ‘Submit’ the contest gets After clicking ‘Submit’ the contest gets shared on the participants wall with this message thus ensuring the virality factor for the contest.
![Page 12: Case Study - Prestige Smart Kitchen - A World Of Ideas](https://reader033.fdocuments.net/reader033/viewer/2022051312/5465b9feaf795997368b4ed4/html5/thumbnails/12.jpg)
Response
We received an awesome
response of over 1800 entries response of over 1800 entries
and queries on Facebook asking
for result announcements.
![Page 13: Case Study - Prestige Smart Kitchen - A World Of Ideas](https://reader033.fdocuments.net/reader033/viewer/2022051312/5465b9feaf795997368b4ed4/html5/thumbnails/13.jpg)
Winners Announced
![Page 14: Case Study - Prestige Smart Kitchen - A World Of Ideas](https://reader033.fdocuments.net/reader033/viewer/2022051312/5465b9feaf795997368b4ed4/html5/thumbnails/14.jpg)
VIDEO OVERVIEW
Check out the video case study on YouTube:
http://www.youtube.com/watch?v=pDDmk7x-dIQ&
![Page 15: Case Study - Prestige Smart Kitchen - A World Of Ideas](https://reader033.fdocuments.net/reader033/viewer/2022051312/5465b9feaf795997368b4ed4/html5/thumbnails/15.jpg)
Super Saver Offer
• Special Offers, Exciting Discount
Offers, Exciting Exchange Offers,
Exciting Gift Offers at Prestige
Smart Kitchen outlets.Smart Kitchen outlets.
• We did geography specific apps,
separately for North, East, West
and South.
• We divided the products by
categories and on each category
offers and discounts where
highlighted for various products
which can be browsed by clicking
the slider buttons.the slider buttons.
• “Check out our webstore
locator” app. Upon clicking this
button will direct the user to the
webstore locator link on our
website.
![Page 16: Case Study - Prestige Smart Kitchen - A World Of Ideas](https://reader033.fdocuments.net/reader033/viewer/2022051312/5465b9feaf795997368b4ed4/html5/thumbnails/16.jpg)
Valentine’s Day Contest
![Page 17: Case Study - Prestige Smart Kitchen - A World Of Ideas](https://reader033.fdocuments.net/reader033/viewer/2022051312/5465b9feaf795997368b4ed4/html5/thumbnails/17.jpg)
Look And Feel
![Page 18: Case Study - Prestige Smart Kitchen - A World Of Ideas](https://reader033.fdocuments.net/reader033/viewer/2022051312/5465b9feaf795997368b4ed4/html5/thumbnails/18.jpg)
After selecting your friend from
the list (refer to last slide).
Select the product and click next
Choosing Gift
![Page 19: Case Study - Prestige Smart Kitchen - A World Of Ideas](https://reader033.fdocuments.net/reader033/viewer/2022051312/5465b9feaf795997368b4ed4/html5/thumbnails/19.jpg)
Details Page
![Page 20: Case Study - Prestige Smart Kitchen - A World Of Ideas](https://reader033.fdocuments.net/reader033/viewer/2022051312/5465b9feaf795997368b4ed4/html5/thumbnails/20.jpg)
Post Submit Virality
Tagged Person’s Wall
Participant’s Wall
As soon as the tagging is done, products selected and forms detail page is filled. A
message goes to the participant’s wall as well as on the tagged person’s wall
Participant’s Wall
![Page 21: Case Study - Prestige Smart Kitchen - A World Of Ideas](https://reader033.fdocuments.net/reader033/viewer/2022051312/5465b9feaf795997368b4ed4/html5/thumbnails/21.jpg)
Few Queries And Responses During The Contest
![Page 22: Case Study - Prestige Smart Kitchen - A World Of Ideas](https://reader033.fdocuments.net/reader033/viewer/2022051312/5465b9feaf795997368b4ed4/html5/thumbnails/22.jpg)
Winner Declaration Update And The Corresponding Responses
Responses
![Page 23: Case Study - Prestige Smart Kitchen - A World Of Ideas](https://reader033.fdocuments.net/reader033/viewer/2022051312/5465b9feaf795997368b4ed4/html5/thumbnails/23.jpg)
Update Based Contests
![Page 24: Case Study - Prestige Smart Kitchen - A World Of Ideas](https://reader033.fdocuments.net/reader033/viewer/2022051312/5465b9feaf795997368b4ed4/html5/thumbnails/24.jpg)
Update Based Contests
Simple non-app contests were played
and based on responses and answers
best few were given Prestige vouchers.
![Page 25: Case Study - Prestige Smart Kitchen - A World Of Ideas](https://reader033.fdocuments.net/reader033/viewer/2022051312/5465b9feaf795997368b4ed4/html5/thumbnails/25.jpg)
Regular Status Updates
Regular status updates are to juice up the engagement.
![Page 26: Case Study - Prestige Smart Kitchen - A World Of Ideas](https://reader033.fdocuments.net/reader033/viewer/2022051312/5465b9feaf795997368b4ed4/html5/thumbnails/26.jpg)
Regular Status Updates
• Everyday our team posts regular status updates
on the Prestige Smart Kitchen facebook page.
• The status updates and content are:• The status updates and content are:oPrestige Smart Kitchen product info and USPs
oCooking and cleaning tips and tricks
oGeneral kitchen tips and tricks
oQuestions and conversation updates (i.e. we ask a
question, etc and reply later with the answers)question, etc and reply later with the answers)
oDid You Know updates: interesting facts, etc about
cooking, kitchens, food, etc.
![Page 27: Case Study - Prestige Smart Kitchen - A World Of Ideas](https://reader033.fdocuments.net/reader033/viewer/2022051312/5465b9feaf795997368b4ed4/html5/thumbnails/27.jpg)
Other Activities
![Page 28: Case Study - Prestige Smart Kitchen - A World Of Ideas](https://reader033.fdocuments.net/reader033/viewer/2022051312/5465b9feaf795997368b4ed4/html5/thumbnails/28.jpg)
E-mailers
![Page 29: Case Study - Prestige Smart Kitchen - A World Of Ideas](https://reader033.fdocuments.net/reader033/viewer/2022051312/5465b9feaf795997368b4ed4/html5/thumbnails/29.jpg)
Microsites
Super Saver
Microsite
Monthly
NewsletterNewsletter
![Page 30: Case Study - Prestige Smart Kitchen - A World Of Ideas](https://reader033.fdocuments.net/reader033/viewer/2022051312/5465b9feaf795997368b4ed4/html5/thumbnails/30.jpg)
Targeted Facebook Ads
Facebook ad was spent spread out based on contests
and applications.� Prestige Smart Kitchen Wishlist Contest� Prestige Smart Kitchen Wishlist Contest
� Super Saver Offer (Geographical targeting)
� Valentine’s Day Contest
Result : Targeted Facebook ads have helped us achieve
a fan base of 10,000+ in just 3 months
Fan Base: � December 2011 : 4,244
� January 2012 : +1,845
� February 2012: +3,706
![Page 31: Case Study - Prestige Smart Kitchen - A World Of Ideas](https://reader033.fdocuments.net/reader033/viewer/2022051312/5465b9feaf795997368b4ed4/html5/thumbnails/31.jpg)
Increase in Fans/Likes
9795
1091310000
12000
No. of Fans/Likes on the Prestige Smart Kitchen Facebook page
4244
6089
9795
2000
4000
6000
8000
10000
00
2000
Nov-11 Dec-11 Jan-12 Feb-12 Mar-12
![Page 32: Case Study - Prestige Smart Kitchen - A World Of Ideas](https://reader033.fdocuments.net/reader033/viewer/2022051312/5465b9feaf795997368b4ed4/html5/thumbnails/32.jpg)