Fieldturf Case Study

8/7/2019 Fieldturf Case Study

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FieldTurf (India)A Marketing Communications StrategyAugust 2004


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CONTENTS

THE OPPORTUNITY- A summary of brand strategy.

THE ADVANTAGE- A summary of the creative work.

THE CREATIVE DIRECTION- The actual creative work.

THE MEDIA VEHICLES- A summary of the media strategy


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THE OPPORTUNITYTHE OPPORTUNITYA summary of the Brand StrategyA summary of the Brand Strategy


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Primary 1:

Heads of sports bodies in Govt and Corporate sector, elite

sports clubs,

Essentially in Soccer, Golf, Rugby and Field hockey

Ones who believe better facilities create better performances

People who invest in the future

Well informed technically, path breakers, risk takers, normally

champions or wannabe champions

Believe that they are fund-strapped, have access to funds but

need to be convinced on cost

WHO iWHO is the current primary target,s the current primary target,

in demographic and psychographic terms?in demographic and psychographic terms?


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Primary 2:

Professionals in the field of environment aesthetics - real estate,

architecture, development and designing

Males and females, 25+ years of age, influencers, creative

Mainly in the metros and mini metros

Open to new ideas that increase aesthetics, functionality of

work, adding value to their reputation

Positive thinkers, risk takers and decision makers

I introduced the concept first - egoistic Forget about the cost, if you want class you pay for it


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Primary 3: (Institutional) Key decision makers in the government and private sector (MCH, HUDA, Housing Development Corp, Elite private housing

projects, College campuses, Elite schools, Corporate campuses,Playgrounds etc)

I have the money, I want the best

Let us try it out for that elite projectSecondary: (Retail) Upper middle class+, home market Keen follower of international trends Individuals, predominantly males, with a sense of style

DISTINCT SUB SECTIONS , ALL WITH DISTINCTCOMMUNICATION NEEDS.


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WHICHare the others that actively compete

with the brand?

Natural grass surfaces!

Cheap imitation grass-like carpets!

Synthetic turf for sports usage!

THE ONLY TRUE COMPETITION IS MOTHERNATURETO AN EXTENT!


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WHERE is the brand in terms of consumers

perception ?

FIELDTURF? Nah! Dont know. I know of Astroturf.

Replace grass? Come off it!! Artificial! Will definitely be plasticky. You mean they are all playing on artificial grounds?Sounds too good to be true!Might work in western countries..not here

BRAND IS VIRTUALLY UNKNOWN. NEED OF HOUR IS TOCHANGE MINDSETS VIS--VIS ARTIFICIAL GRASS.


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WHATWHAT is the opportunity, theis the opportunity, themarketing aim ?marketing aim ?

Create an awareness among prospective target audience

address each segments needs separately

Creating a demand for the product in South Asia in line with

business plan

START THE PROCESS OF CREATING AWARENESS ABOUTAND DEMAND FOR A PRODUCT THEY HAVE BEENLOOKING FOR ALL THIS WHILE.


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THE ADVANTAGEA summary of creative strategy


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THE PURPOSETHE PURPOSEWhy are we running the campaign ?Why are we running the campaign ?

State the key objectives or reasons.State the key objectives or reasons.

Create the brand FIELDTURF

Create excitement around the brand

Create an awareness for the brand Create a demand for the brand

Build a strong reseller/ commission agent base.

FIELDTURF HAS TO BE SEEN AS THE SINGLE MOSTVIABLE SOLUTION TO NATURAL GRASS/ SYNTHETICTURF SURFACES.


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The proof of the pudding is in eating it.

LOGICAL . CYNICAL . WILL NOT TAKE ANYTHINGAT FACE VALUEHE HAS TO BE LED TOEXPERIENCING IT.

HABIT OR ATTITUDEHABIT OR ATTITUDEThe consumer learning on whichThe consumer learning on which

advertising can be based.advertising can be based.


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THE DISRUPTION PROCESSTHE DISRUPTION PROCESS

VISIONTO BE THE MARKET LEADER IN ARTIFICIAL GRASS

IN SOUTH ASIAAND A PRESENCE MARKET IN ALL ELITE STADIUMS,

INSTALLATIONS!

CONVENTIONCreate media hype

Why follow conventional

brand building exercises for sharplydefined target segments, with a

limited budget?


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THE DISRUPTION

Create the brand through directmarketing channels.

GO TO THE MARKET IN A FOCUSSEDMANNERUNTIL THE MARKET IS READY TO COME

TO YOU.


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THE BIG IDEA

Or the reaction jerker.

FEEL the difference

THE KEY IS TO GET EVERY PERSON TOEXPERIENCE THE PRODUCT.


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Grass! Only grass!

AFTER ALL IT DOESLOOK LIKE GRASSFEEL LIKEGRASS.

THE BIG PICTURETHE BIG PICTUREThe image the campaign leaves behind.The image the campaign leaves behind.


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THE CLEAR POSITIONING

How we expect the brand to be perceived

against the others.

FieldTurf

Looks like grass! Feels like Grass! Plays like grass!

ACTUALLY EVEN BETTER THAN GRASS!!


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THE COMPELLING BENEFIT

What will the product/service do for me.

Gives you all the pleasures of grasswithout the hassles.

BUILD IN FIELDTURF AS A PART OF THE CONSTRUCTIONCOST.


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THERESPONSE

W

hen he gets the message, the desiredresponse we want.

Exactly what I was looking for. Now I need notcompromise on design or worry about the results andmaintenance!!

AT A FRACTION OF THE TOTAL PROJECT COST, YOUGET A GREAT LOOKING, NO-MAINTENANCE GRASS!


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BRAND PERSONALITY

What long term subjective impressions dowe want the consumer to form ?

International. Classy. Dependable. Clearly ahead of

competition.

THE MICHAEL SCHUMACHER OF THE INDUSTRY!


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THE CREATIVE DIRECTIONTHE CREATIVE DIRECTIONA summary of creative strategyA summary of creative strategy


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Overall strategy

We have to virtually create a new category

The need of the hour is to first create awareness and establish ourpedigree everything pointing to an elite product

Create focused awareness and demand in target segments

Attract personnel who would like to join the company either ascommission agents or distributors

Reach each target segment with communication aimed specificallyat them.

Reach decision makers in corporate, government circles earlyenough to enable them to factor in the cost in budgets for year 2005-

06

CREATE A RIPPLE EFFECT THAT RAPIDLY ESTABLISHESFIELDTURF IN SOUTH ASIA.


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Creating Awareness

Mass media

Awareness ads in specialised interior and architectural magazines

Awareness ads in sports magazines.

Outdoor Specific bus shelters, purely for brand recall

RESEARCH HAS PROVEN THAT THE CREDIBILITY OF THECOMPANY GOES A LONG WAY IN AIDING SALES.


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Events

Exhibitions, trade shows that attract the real target is an ideal way

Event sponsorship is a cheaper method of creating awareness

Sponsorship of a single sporting event (a small golf puttingcompetition?) consistently

The FieldTurf Blindfold Challenge a sporty, exciting andadventurous event - aimed at the architect, landscapers community

FieldTurfs Field Goals Contest in a High profile soccer tournament aimed at soccer players. Will create tremendous goodwill and attractattention in a country that is fed up with too much focus on cricket

EVERY EVENT IS A PREMISE TO REINFORCE BRANDINGANDENCOURAGE FEEL FACTOR.


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Direct marketing

Direct marketing is a 4 stage process:

Identify your target

Get to know your target

Close the sale

Re approach the target

DM IS NOT JUST SENDING MAILERSIT IS ALL ABOUTBUILDING A RELATIONSHIPITS ALL ABOUT CRM.


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INFLUENCING THE INFLUENCERS

Compile a list of the top architects in the 9 metros, approach throughintro letter, brochure

Invite them to a stylish select party

Get an international architect to talk about the brand, endorse thebrand in architecture magazines

Encourage feel of the product

Incentivise to encourage use of FieldTurf in their newest projects

GET REFERENCES FROM RENOWNED ARCHITECTSWHO ARE WILLING TO TRY TO INFLUENCE DOWN THE LINE.


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Fieldturf Case Study

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