Vrinda Misra, 62 Debanjana Saha, 101 Advertising Symbiosis Institute of Media and Communication
Flow of presentation
Situation – Past, Present and Future
Align / Fit with Capabilities
Mission & Vision
Initiatives and Projects
B aseline C omponents D own to Specifics E valuate Where we are Where we want to be How we will do it How are we doing
Nooka is the brainchild of artist and designer, Matthew Waldman.
The linear and graphic representation of time with Nooka timepieces presents a more intuitive way to view time. The visual mass increases as time passes, giving weight to an ephemeral and abstract concept - creating a universal visual language.
Rather than just style the appearance of an object, Nooka’s re-conceptualization is based on analytic and artistic underpinnings that incorporate trends in fashion and science. The approach is beyond any material product – it is a concept, a method, a mindstyle .
Beyond international style, the search for a universal language is the common theme that all Nooka products are conceptually based, whether a timepiece, fashion, or something unexpected.
Nooka timepieces are renowned for their ingenuity and design, as well as the quality of the materials we use. By using fine diamonds and genuine crocodile bands with a digital display, or bold, ambitious colors to complement your sneaker collection, our goal is to Nooka-fy the way you use timepiece accessories. In 2009, we will embark upon the next stage of our brand development with the introduction of Nooka mindstyle TM accessories for home and body. Now that we've changed the way you think about time, we will change the way you think about other objects in our goal to create a universal language.
Political: India is a secular country with a colorful political history. Even with a multi-party system, the current political situation in most states is stable.
Economical: One of the few countries to not be hit by the recession, and only suffered a slowdown. The current GDP is: 6.9%.
The economy of India is the twelfth largest economy in the world by nominal value and the fourth largest by purchasing power parity(PPP).
Social: India's population of approximately 1.17 billion people consists of more than one-sixth of the world's population. India has more than two thousand ethnic groups, and every major religion is represented, as are four major families of languages. The demographic profile is highly tilted towards youth, the major age bracket being 15-54 years.
Technology: India has several IT hubs, like Bangalore and Gurgaon which are the epicentres of the booming IT industry. Technologically, India is at par with many developed countries. Another advantage is that human resource is cheap and readily available.
Environment: All leading companies need to take an environmentally friendly approach. India is bestowed with abundant natural resources which can be judiciously utilized.
Legal: There has been a healthy growth in imports. An overview of the EXIM Policy 2009-2014 suggests a remarkably open and viable environment for conducting business.
ALIGN/ FIT WITH CAPABILITIES
Watches: zirc/zon/zem/zaz/zub, aluminium series, cv series and collaborations. Each range is based on innovation and new time telling techniques
ALIGN/ FIT WITH CAPABILITIES
Experiential buying: customers can experience Nooka products in high end retail outlets in metropolitan cities.
The current plan is to just launch retail outlets. The manufacturing unit is based in Japan.
Two year period of warranty will be offered to the customers on the watches.
The aim for the next 3 years is to create a loyal base of customers mainly through online marketing, direct marketing and word of mouth .
Since Nooka is already into collaborations, in India many such partnerships can be made, may it be bollywood or other aspects of pop culture .
Creating innovative and inspiring designs for age old products (shoes, watches, bags, belts, etc)
Creating a universal visual language.
Introducing a new age product and fusing it with Eastern culture.
Creating and nurturing a strong customer base in Asia.
Creating loyalty towards the brand.
Launching a NOOKA retail outlet in Bangalore as it is the silicon valley of the country and has a large youth population.
Brand building through direct marketing, social media marketing and word of mouth publicity to touch base with the selected TG.
Launching new outlets in Mumbai and Gurgaon after 3 months of operation.
Concentrating on relationship building activities to generate goodwill and create loyalty in the first 3 years.
Launching the “Karma” range which will be a fusion of Eastern and Western lines of thought.
The crux of the matter People like to express themselves as a factor of their unconventional accessories. The ratio of the unconventional to the accessory should be directly proportional :) Nooka is in the business of destroying conventions with a futuristic attitude.
Who are we talking to? The youthful at heart who are new age and tech savvy.They like to tinker with things and experiment with form. They are not afraid to venture into a more digital world. Meet Tamara Ray. She is 24, an art curator with a bias towards the works of Salvadore Dali. She only eats at cafes with wi-fi and has the need to update her social profiles every hour. She likes to dress herself in sharp formals. However her personal favourite are linen pants and lots of silver jewellery. Meet Karl Khambatta. He is 27, the creative director at a renowned advertising agency. He brushes his teeth thrice a day and smokes only India Kings. He enjoys getting into intellectual debates and loves leaf green. He enjoys playing pranks, playstation and word zap online.
Brand personality Nooka , the new kid on the block is futuristic, a little over the edge and colourful. It is intelligent , open minded, accepts other people’s interpretations and swears by technology.
Creating Brand Championship
Nooka will arrive in India in the form of a time capsule. The first store in Bangalore will be launched as a time-turning blimp. The capsule will be a space for people to enter a new time zone. Once in, they will never come out the same again!
The “Look-a Nooka” Campaign
Facebook: before the launch of the retail outlet a side panel of facebook will be converted into a digital watch resembling one of the zirc watches.
Online game based on the theory of relativity. (To drive in the values and beliefs of the Nooka brand.) Tie-ups with gaming platforms like Zynga and Nookafy-ing existing games like Mafia Wars, poker and Farmville.
Virals: “Look-a Nooka” teaser virals will be uploaded across vehicles such as youtube and the Nooka website.
Direct Mailers: Receivers of the mailer will be trained in reading time “the Nooka way”.
Other online vehicles such as Twitter, Flickr, Myspace, podcasts (to generate awareness about music player skins) and a new blog.
Tie-ups with technology oriented websites such as Alootechie .
Digital billboards about reading time the “noo” way.
Covering billboards with “noo” skins.
ON GROUND ACTIVATION:
Mall spaces with kiosks which resemble a time capsule which will hurl the customers in a different time zone.
Modernart exhibitions giving a platform to new artists and unconventional art.
A “noo” idea of the day competition.
The “Look-a Nooka ” Campaign
Phase 2- CSR
Bringing the architect of humanity to India.
India is ravaged by numerous natural calamities. Nooka already builds homes in Haiti. India provides opportunity to do a lot more such work.
The funds can be gathered from a modern art auction where Nooka customers donate money.
The Karma Range
In its aim to achieve an eastern - western fusion the Karma range will be launched once a foothold has been gained.
The range can be positioned using activities that are therapeutic and essentially Indian such as yoga, ayurveda or dance forms.
Designer yoga mats will be added to the product line
The evaluation plan will be fortnightly.
The launch is very critical, therefore corrective action and plan revisions need to be made regularly.
Efficacy of the new media campaign will be done by evaluation of clicks per million.