COMMUNICATION ROUTES - CONCEPT PRESENTATION

The Context
Brief
B u s i n e s s C o n t ex t

Brief
Weber India is looking at solidifying their presence in their key markets.
This will be in sync with their marketing & brand communication practices abroad
and represent its core value of providing the best quality grilling experience
Marketing challenges are to build likability around grilling, and changing perceptions
towards grilling.
Focus areas would be

Retail Trade
Channel trade

Business Context
Grilling or Barbequing is a relatively new concept for Indians. It is already a way of life in
countries like US, Australia, Denmark, Canada etc. Indians, especially elite class urban citizens
are warming up to the concept of Grilling.
Weber India is the only national player which has a significant presence across all metro cities
of India. Grilling is fundamentally a high on investment and high maintenance concept. It is more
sort of a leisure activity. It can be very much a part of recreation.
The concept of Grilling is gradually making inroads into the homes and restaurants of metro
urban India.
Buyer Profile- Early adopter, Clearly an evolved buyer, Buys branded products of other product
categories.

Proposed
Communication
Routes

ROUTE NO. 1-

TASTE

TASTE
THE MAIN ATTRIBUTE
Grilled food can look very appetising if
done properly.
And yes, food is consumed first by the
eyes.
But the defining factor in food is almost
always how well it tastes.
This route is centred firmly around the
fact that grilling makes your dish taste
that much better.

TASTE
COPY
Both the lines used in this route
focus on the end attribute of taste.
They emphasise on the fact that
grilled food is delicious to the palette.

TASTE
VISUALS
Taste as an attribute cannot be felt via
visuals.
The next best way to accentuate the taste is
to make the food visual look tempting and
appetising.
The visuals in this route follow two
directions.
One direction is to show an unstructured grid filled with
images of several appetising dishes along with an image of
the grill.
The other route is to show a finished dish in all its glory. It
looks appetising and delicious thereby automatically
invoking a reaction of it being very tasty to eat.

ROUTE NO. 2-

SOCIAL

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SOCIAL
THE MAIN ATTRIBUTE
Cooking is often known to be a stress
buster.
Grilling is in a way synonymous.
The joys of doing something you love are
often manifold when you share that
activity with the people who matter.
Grilling being an outdoor activity falls
into the social bracket.
It becomes a far more enjoyable activity
with friends and family around you and a
celebration [if nothing else then] of
friendship to toast to.

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SOCIAL
COPY
The lines used in this route accentuate
the sense of collective camaraderie that
grilling can invoke.
They emphasise how grilling as an
activity can involve a lot more than just
the one person who may actually man
the grill.

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SOCIAL
VISUALS
Expectedly these visuals are all about a
group of young people having the time of
their lives.
However, the one thing that seems to
bind their collective attention, is the
amazing treats being readied on their
grills.
The concentration in these visuals is on
the social aspect of grilling.

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ROUTE NO. 3-

EASE

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EASE
THE MAIN ATTRIBUTE
One of the many myths about grilling is the
inconvenience.
People feel it is hard to set up. Hard to light
and then a nuisance to clean.
Weber Grills of course are a perfect example of
why these concerns are actually unfounded.
With this route we wanted to accentuate the
simplicity of grilling with a Weber Grill.
This route is specifically chosen to break the
stereotypes attached to grilling. Especially
since our product is manufactured to near
perfection.
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EASE
COPY
The lines in this route focus on the ease
of grilling on a Weber Grill.
The lines emphasise the fact that grilling
is in fact a lot easier to manage then the
common notion.

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EASE
VISUALS
The visuals talk of ease.
The visuals talk of comfort.
And they talk of reassurance.
A family member [being a part of the
visual] be it a child or the spouse adds a
sense of complete trust and confidence in
the product.

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Marketing
Collaterals

P R O D U C T S & A C C E SS O R I E S C ATA L O G U E

S TA N D E E S

BANNERS

STREAMERS

P R I C E TA G S
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Weber India Products & Accessories Catalogue

Cover Page
Communication Route- TASTE
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Weber India
Products &
Accessories
Catalogue

Inside Pages
Section- Table of
Contents

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Weber India
Products &
Accessories
Catalogue

Inside Pages
SectionSeparators

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Weber India
Products &
Accessories
Catalogue

Inside Pages
Section- Products

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Weber India
Products &
Accessories
Catalogue

Inside Pages
Section- Products

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Weber India
Products &
Accessories
Catalogue

Inside Pages
SectionAccessories

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Weber India
Products &
Accessories
Catalogue
Inside Pages
Section- Products

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Weber India
Products &
Accessories
Catalogue

Inside Pages
Section- Products

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Weber India
Products &
Accessories
Catalogue

Inside Pages
Section- Recipes

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Weber India
Products &
Accessories
Catalogue

Inside Pages
Section- Grilling

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Weber India
Products &
Accessories
Catalogue

Inside Pages
Section- Grilling

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Weber India
Products &
Accessories
Catalogue

Inside Pages
Section- Grilling

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Weber India
Products &
Accessories
Catalogue

Inside Pages
Section- FAQs

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STANDEE

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BANNER

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STREAMER

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PRICE TAGS

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Thank You.

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