Eros Group

and its Business

Units
Communication Review 2009

The Partnership
December 21, 2009
On the discussion table…

4. Future
Trends:

Partnership
3. Media review:
Media edge
2. PR review:
Raee PR
1. Marcom review:
Partnership Advertising
A New Relationship
• Partnership came on board in 2007-2008

• Starting with Hitachi, mandate was to raise the

bar strategically and implement a focused
brand vision to build & establish identity

• Committed to mutual growth and progress -

dedicated teams with full upper-management
participation

• A no. of successful projects bear testimony to

strength and goodwill that characterize the
relationship

• Going forward, the relationship is healthy,

bonded by mutual trust and respect
Marcom Rear View

Corporate Electronics & Samsung Retail

Communications Appliances Business Business
Business Group Group (SBG) Group (RBG)
(EABG)
Brands Managed
Starting with
Eros Corporate
Communications
Our Starting Point
• The category = Formatted communication. Product
image, features and pricing. Bundled products &
chances to win.

• Eros needed distinctive look & feel to stand out of

the crowd

The challenge: Bring in a sense of

Eros ownership & identity
Two Phased Approach
Phase 1: A Grid Approach

1. Distinctive to the category

2. Lends itself across categories & brands

3. Gives the brand a sense of value

After a period of time Eros will start

to own mind space
The Corporate Identity and the Grid
started taking a part of mind space

Digital Flourish.
A range of campaigns and
activities initiated and
implemented to consciously
focus and build the brand
EROS
 Phase 2

Develop a new brand positioning Mobile

Stores
and Corporate Campaign for Axiom

Eros Group to give a distinctive Specialty Stores

identity and strengthen the

Bose, VV & Sons

overall brand imagery in a Supermarkets

Carrefour, Lulu
cluttered category
Large Formats
Jumbo, Plug Inns,
Sharaf DG, Emax
A Positioning that will make the consumers and
the industry at-large look at Eros with new eyes

Elite Tourists

Individuals End-to-end spectrum Young

of audiences
living in UAE across locals
Not so young and expats Corporations

Residents Low-mid income

The brand
positioning has to
convey the
commitment of Eros A positioning that
Group in offering makes our vision
cutting-edge and brand
technology brands & values/DNA come
products… alive...
in the past 40
years and the times
ahead!
Eros brand values/DNA

Trust

Knowledge

Innovation
Service
Commitment
Hence, The Brand Positioning
Making this Positioning come alive
• A set of activities have been planned including:

1. Print Campaign
2. TV Film
3. Calendar
4. Merchandising: Mouse Pads, Mugs
5. Office Signage/Posters
6. Internet
7. Eros Website
and more
Review EABG Communication
Brands handled
Hitachi
• Thru-the-year presence and activities to sustain
the brand and grow

• An effective mix of ATL Campaigns

• On-ground projects
This campaign was extended using a mix of different
sizes in Newspapers/Magazines plus attractive POS
Candy
• A successful and noticeable launch campaign

• Distinctive and aspirational imagery has been

established

• The momentum continues with post launch

activities
SBG
• An aggressive and thru-the-year presence

• Largely driven by a range of ‘monthly offers’ based

communication along with seasonal campaigns

• A few on-ground/BTL projects

Creating A Memorable Samsung
Floor Experience
• A detailed proposal was also developed to enhance
brand visibility and bring in design synergy across
Samsung communication at retail level

• Deliver a memorable floor experience through an

effective, workable branding & merchandising solution
in various multi-brand electronics outlets
TODAY

TOMORROW
TODAY

TOMORROW
Review Retail Business Group
Communication
Brands Handled
The journey continues…
Way Forward for 2010
Corporate Communications
• Continue the momentum gained with a host of
relevant activities strengthening the Eros Group
imagery

• A brand manual outlining clear communication

guidelines is ready to be shared and implemented
EABG – Hitachi, Candy
• Sustain the presence thru a combination of brand
building activities and ‘push’ strategy

• Look at exploring a more ‘inclusive’ media strategy

vs. Press and Magazines only

• Start planning for DSF and beyond

Samsung
• Work in a more collaborative manner between
Samsung, Eros/SBG and Partnership team for a
smooth implementation and improving overall
efficiencies

• Forward planning and a fresh look to the Creative is

also to be worked upon

• An ‘inclusive’ media approach going beyond Press is

worth exploring

• DSF concepts are ready to be shared

Retail Business Groups
• Sustain the current momentum by adding to the
‘value’ proposition

• Need to plan a timely release of the new image

campaign shared earlier to achieve optimum value

• Start planning for DSF and beyond

Thank you
www.partnershipme.com