Category: Case study

When Hammer was assigned the communication challege Artech realtors was strugling to make a dent into the market. Assets and Heera were the dominant players in South Kerala with Artech being an also ran. As we got into our analysis we understood that Artech builds very good apartments with hgh level of coustomer satisfaction. And they ensured that the delivery of the finished product was on time. On top of it they had on offer properties at the right locations. These aspects were really bringing a smile on the customer’s face.

What the brand lacked was a credible and meaningful story to communicate that is in sinc with the product offering. Hammer came with a proposition “ Artech- Building Happiness” and statrted communicating this story single mindedly. Over a period of few months the brand started reaping the fruits of this endearing story. In a matter of time Artech became the leader in South of Kerala and there was no stopping them.

Paragon’s entry into the PU segment was very late. By the time they entered the market VKC, Premire, Fischer, Sketchers etc had established as lead players. Also the restricted shelf space at the retail space was also a big challenge that the brand had to overcome.

With a view to provide a differentiation in the market place Paragon adopted a segmentation route and introduced three Sub-brands to cater to the middle and lower income segments. Each of these segments had various brands and hence the agency proposed clubbing all mens offering under a group “ OFFICE CHAPPAL”. Similarly Womens ware got branded as Solea and monsoon ware as Paralite.

Hammer takes pride in the successful evolution of ‘Office Chappal’ to ‘Office Footware’, from “Paisa vasool” to “Tough & Stylish”. Today Office Footware is a clearly differentiated offering and a clear leader in many markets.

Sloea with a clear positionng as a brand that facilitates noticeability has developed into a strong challenger brand and is creating ripples in the market place.

Today all these sub-brands are successful national players in the respective categories.The communication was predominantly thru TV using TV commercials.

Go Top