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

- Design is what - Quality &

catches the eye functionality is
first…it matters the main
the most responsibility of
the architect

- Brand name must be acceptable & well known.

Will not check out un-recognised brand at
showroom
# Most brands are the same

- Design & price ranges all

- No real difference in
the same, except Kohler
perception between
also has a super premium
premium brands
‘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

Earlier the focus was new options for bathroom fittings and
more on enclosed sanitary ware… customers are also
balconies, false ceilings becoming more aware and conscious
& kitchens… now it has about bathroom designs through the
shifted to bathrooms interior magasines

Arup Ghosh (Architect)

Heena Joshi (Architect)

Even with small bathrooms “The combination of design,

people want a theme… we color, tiles & sanitaryware
have to guide them as to depends on the kind of feeling
what is best & what is also the customer wants in the
feasible bathroom like fresh, relaxed,
exciting, invigorating, etc”
Indubhai Patel
(Architect) 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)
(Interior Designer and Contractor)
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
 Premium

American Standard

Duravit

Kohler

TOTO

Lower
Excellent
Quality
Quality

Roca
Hindware
(Italian)

Economical
 Premium

American Standard

Duravit

Kohler

TOTO
Basic
Innovative
Design
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

More aesthetically displays

Greater retail presence
# Retailer’s point of view
Customer’s rarely ask to
see a specific brand, We have a tie-ups with most big
except for Kohler. Since architects. We give them a good
they advertise on TV, discount if they give us a certain
everyone is aware of the amount of business
brand & want to see it
before deciding

Duravit is quite a new brand

but is gaining reputation,
There is really very little
especially among a few
difference between brands. The
architects. Generally people
availability of the brands and the
prefer slightly older trusted
after service offered makes a big
brands as they believe parts
difference. American Standard is
are more easily available to
becoming popular for big projects
replace n case of a problem
like hotels & malls
 # Comparing the brands

Brands/ Kohler Roca Duravit Toto American Hindware

Attributes Standard (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 decision-
making… 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 Roca
TOTO (Italian)

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?

s t i c
Minim Arti
a listic
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 decision-
making 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