 Gautier is a well known global brand  Offering stylish contemporary and good quality French furniture

 To identify target segment in 3 cities.  To increase number of footfalls at the store.

 Bangalore  Chennai  Hyderabad

 SEC A & B +  Age between 30 – 55 years  High net worth individuals earning 40 lakhs per annum.  Expat community  IT companies  Builders  Business/traders Well informed, brand conscious and well travelled people.

Furniture High involvement Low involvement ThinkingFeeling Buy products for superior functionality and quality. Longer decision making process. Rational and logical decisions. Self-indulgence and means of self expression or showcasing achievement. Emotional led decisions.

 Purchases are driven by actual need state rather than desired state  Most retailers think that today’s consumer doesn’t expect their furniture to last as long as they did in the past and that people want to replace their furniture more often.

 How do we move the consumer from a actual “need” state to an “aspirational” state

 Gautier is a French brand and the word French itself has a snob value that attracts our target segment.  It is aspirational and signifies a style statement.  So we create an event to display the French association of Gautier.

- French brand - Good quality with guarantee - Contemporary designs Leverage the French connection in all our activities

Fashion Modern design Wine drinking Art French cuisine baguettes/bre ad Film festival Cannes French Riviera

 Co-brand with wine brands, fashion houses etc to participate.  Have an Interior Designer to talk about the furniture and engage people present at the event.  Invite existing customers as well as new prospects to the event or activity.  Have contests during the event and generally make it fun and interesting

 To showcase Gautier products in their model flats. Provides opportunity to flaunt their furniture and generate interest among the target segment.

Loyalty Programs Giveaways & Offers Update Mailers For Invitation for Events & Activities In Store Activities Entertainment provisions at store

 Build a new Database :  Search for relevant TG from our existing database.  Build a new database from events & activities that are carried out for promoting the Brand.  Exchange old furniture and avail credit on new merchandise  Offer customers a chance to test drive the furniture with necessary conditions.  Provide customization

 Create a micro site to display furniture against a back drop of the customer’s living room.  Use online marketing on websites which is used mostly by high profile people like say a Twitter or LinkedIn. We can also target travel sites.  To be on social media platform where the brand can engage the prospect with interior designing tips or give some value added solutions to enhance their living space.  Viral video of best homes to be posted and shared.

 Invite customers to design their room in 3D on the main website.  Create Customer Database: Post their designs to a certain mail ID.  The designs are assessed by an Interior Designer.

 The best designs will get an opportunity to participate in the store event.  The reward for the winner who assembles the best design furniture would have a chance to win customized furniture for his home at a good discount.  Have innovative games like Fix it yourself etc at the store.

Event Strategy CRM Digital Strategy Increased Footfalls at the Store