About Defendo

An established player in Northern India having an integrated steel plant decides to increase market share and improve realization over his existing product. Client calls Liquid Loop and hands us a brief for doing the needful and hands over a yearlong communication and brand engagement duties.

  • Client

    Defendo

  • Deliverables

    Strategy
    Branding
    Advertising
    Print
    Web Devlopment

Results


  • Within its year of launch the brand commanded a premium position within its peer group
  • Direct reach to architects, structural engineers, builders and other key influencers
  • New trade associates including distributors and dealers have been appointed across the region
  • A sales growth of 200% was observed MOM

Key Issues


  • Company’s existing brand positioning in terms of product quality was low
  • New brand was to be launched in premium category within its peer group
  • What Marketing mix strategy to be adopted for a successful launching and promotion of new brand.
  • Highlight the new innovation adopted by the company for this product

Strategy


  • Conceived and launched a complete ATL campaign
  • Marketed and communicated the brand through a new thought process and adopted GLAM IT! FLAUNT IT! as an overall essence which would describe the brand
  • New packaging, shop POS, POS were created.
  • Strategized and created a digital campaign “ U & I “ and ran a contest on Facebook which resulted in 15,000 likes
  • 4, 00,000 users hitting the Facebook page during the promotional period.
  • Posted regular PR Blogs to promote brand awareness.