Duravit Activation

Activating the brand

People are getting more involved in doing up their homes And the bathroom forms an integral part too

Not a simple transaction but a long process… Guide / Influencer

Product experience

Idea initiator & Decision-maker

A dip-stick study in Mumbai & Ahmedabad to understand the mind-set & role of each entity - 50 Customers (recently done up their homes) - 10 Architects - 30 Retail Stores

1 - Customer Insights into involvement of the top-end profile

# The idea is always initiated by the family

BATHROOM - Extension of Bedroom - Independent look

Always wants to retain control and ownership of the idea & the process

# No longer a room to be shy off

Relationship with the bathroom keeps evolving with lifestyle

# Architect & Retailer play critical roles - Trusts Architect implicitly for tech specs & material quality - Accepts suggestions on design

Retail experience critical to final product purchase decision

# Wants to make a discerning & knowledgeable decision No prior knowledge but accesses all information sources

Research

Discussion

Constant process of information updation before decision-making

# Sanitary ware is integral to the design theme -Gel with the overall theme - Add to theme decor

- Freedom to create designs around it

- Get ideas on how to add design value

# Brand is not the most important criteria for sanitary ware

- Quality &

- Design is what

functionality is the main responsibility of the architect

catches the eye first…it matters the most

- Brand name must be acceptable & well known. Will not check out un-recognised brand at showroom

# Most brands are the same

- No real difference in perception between premium brands

- Design & price ranges all the same, except Kohler also has a super premium ‘innovative design’ range

A few customer expressions…

2. Architects Product perceptions

# Bathrooms are now high involvement areas It’s difficult to keep up-to-date with the new options for bathroom fittings and sanitary ware… customers are also becoming more aware and conscious about bathroom designs through the interior magasines

Earlier the focus was more on enclosed balconies, false ceilings & kitchens… now it has shifted to bathrooms Heena Joshi (Architect)

Even with small bathrooms people want a theme… we have to guide them as to what is best & what is also feasible Indubhai Patel (Architect)

Arup Ghosh (Architect)

“The combination of design, color, tiles & sanitaryware depends on the kind of feeling the customer wants in the bathroom like fresh, relaxed, exciting, invigorating, etc” Mandar Kumar (Interior Designer and Contractor)

# More concerned about functionality

Look for an ideal balance between functionality and design

# Clear about perceptions of different brands Duravit is excellent quality, though a bit expensive. We do use some in our premium projects. Though prefer Kohler as it is a more established brand in India. Duravit’s range is not currently very extensive but it has good potential Hafeez Contractor (Architect)

Brands that have a wide variety, availability also greater scope to design bathroom according to customised tastes and specifications. Kohler and American Standard both have a good range and good service Shobhit Kumar (Interior Designer and Contractor)

Premium American Standard Duravit Kohler

TOTO

Lower Quality

Excellent Quality Roca Hindware (Italian)

Economical

Premium American Standard Duravit Kohler

TOTO

Basic Design

Innovative Design Roca Hindware (Italian)

Economical

Among the shortlist of brands by the customer, Architects can greatly influence the choice of brand If design & price are not very different, brand name plays a role

3. Retailers Checking retail experience

# Retail space in premium segment is extremely well organised

Comparative display by product type

# Usually no brands stands out

No in-store or product POP All brands look very similar

# But Kohler does have a small edge Showcase innovative products

Greater retail presence

More aesthetically displays

# Retailer’s point of view Customer’s rarely ask to see a specific brand, except for Kohler. Since they advertise on TV, everyone is aware of the brand & want to see it before deciding

There is really very little difference between brands. The availability of the brands and the after service offered makes a big difference. American Standard is becoming popular for big projects like hotels & malls

We have a tie-ups with most big architects. We give them a good discount if they give us a certain amount of business

Duravit is quite a new brand but is gaining reputation, especially among a few architects. Generally people prefer slightly older trusted brands as they believe parts are more easily available to replace n case of a problem

# Comparing the brands Brands/ Kohler Attributes

Roca

Duravit

Toto

American Standard

Hindware (Italian)

Quality

4

2

5

3

6

1

Range

6

1

2

4

5

3

Design

6

2

4

3

5

1

Eco Price

3

5

2

4

1

6

Duravit is well known, especially for quality, but not widely available High quality gives it good potential for mass premium requirements in the long run

# In-store experience is critical Customer spends the maximum time the final point of decisionmaking… therefore all factors should work in favour of the brand

PRICE PACKAGE

The retail experience can make or break a brand decision Presence of range is of prime importance

In summation… - Design is the key physical differentiator in sanitary ware… but it needs to connect with a consumer’s emotional desire - Retail visibility makes final difference

Way forward for Duravit

Make the brand proposition come alive

But is the current brand proposition of ‘Living Bathrooms’ different and relevant? • A look at the competitive positioning space

Bold Kohler

Social

Personal Hindware (Italian)

TOTO

Roca

American Standard

Occupies a distinct space Duravit

Elegant

And also relates to the evolving customer expectations… especially with the premium segment Emotional

PERSONAL SPACE STYLE STATEMENT COMFORTABLE & CONVENIENT Tangible

CLEAN FUNCTIONAL

But we need take it to the next level… create a more memorable and interactive connect based on customer desire

ASPIRATION & INSPIRATION

It needs to co-relate to the Duravit product range

What is the Duravit Starck 3 product story?

Minim a

listic

c i t s Arti

The Activation Idea for Duravit

A work of art that inspires your imagination

A Bathroom or An Artroom

In an Art Gallery exhibit works of best painters and photographers showcasing paintings & photographs inspired by the Duravit Starck 3 range

Break through the clutter at all levels & entities in the decisionmaking chain

Make it interactive • Gain involvement and memorability

Advanced version for dealers and architect

Design Your Artroom

Overall BTL

All this will ensure that Duravit is always in the right mind-space & retail-place

Why Grey?

G2 – A Specialized Division of the Grey Group • A global network of specialist marketing communication companies • Created to deliver communication that goes beyond advertising • Focus on activation of brands and businesses • Specializes in:

• Branding & Design • Data Consulting • Direct & Digital Promotions • Trade & Shopper Marketing • Conferences & Events

Our German Connection

Grey, Germany • The country's #2 network • Serves as the HQ for Grey Middle Europe, a regional group which covers all Central and Eastern European markets as well as Germany, Switzerland and Poland

Grey India’s German Clients Work closely with the team in Germany too to ensure the brand international essence and guidelines are always kept Constantly add-value to the Indian communication through local insights and ground-level understanding • Audi • Deutsche Bank

Our experience with the ‘home’ Category We have been associated with: • Bell Ceramics • Cera Sanitaryware • Ambuja Cements • Greenply

We understand the Premium Segment Association with clients like: • Elle Decor • GQ & Vogue • Audi

We can act as an extension of your marketing team • Thank you