Launch of India’s First Paint Protection Films
“The Company”
Industry: Automotive/Architecture Ancillary Manufacturing
Product: Paint Protection Films (PPF) for Vehicles
Background
“The Company”, a leader in automotive window films, was set to introduce its Paint Protection Films (PPF) in the Indian market. This launch marked a significant milestone as it was the first time these protective films were made available in the country. The goal was to establish a strong market presence and highlight the benefits of the product to both consumers, channel partners and industry stakeholders.
Objectives
- Successfully launch Paint Protection Films from “The Company” in India.
- Create extensive awareness and buzz around the new product offering.
- Achieve widespread media coverage across print, electronic, and online platforms.
- Establish “The Company” as a pioneer in the PPF market in India.
Strategy
ElleQuinn Communications devised a multi-phase approach to ensure a successful product launch:
Phase 1: Press Conference and Initial Outreach
-
Press Conference: Strategized and executed a high-profile press conference to unveil the Paint Protection Films. Key elements included:
- Creating and designing media collateral and literature
- Venue selection and setup.
- Invitation and management of media personnel.
- Coordination, media training and prepping of company spokespersons and key speakers.
- Product Demonstrations: Conducted live product demonstrations to showcase the effectiveness and benefits of the Paint Protection Films.
- Press Interactions: Facilitated one-on-one interactions between Tier 1 media representatives and company executives to provide in-depth information and answer queries.
- Media Outreach: Initiated extensive outreach efforts targeting print, electronic, and online media to generate initial buzz and interest.
Phase 2: Sustained Media Engagement
- Media Reviews: Organized a sampling exercise where selected media houses and influencers received samples of the Paint Protection Films for review.
- Product Demonstrations: Continued product demonstrations for regional language media personnel to experience the product firsthand.
- Media Interviews: Coordinated interviews with key language media outlets in various marketsto discuss the product’s features, benefits, and market potential.
- Press Release Dissemination: Distributed detailed press releases in 4 languages to a wide network of media contacts to ensure comprehensive coverage.
Impact
The strategic efforts by ElleQuinn Communications resulted in significant positive outcomes:
- Extensive Media Coverage: Achieved widespread coverage across print, digital, and electronic platforms, raising substantial awareness about the new offering from “The Company”..
- Positive Media Reviews: Garnered favorable reviews from key media outlets, enhancing the product’s credibility and market reception.
- Enhanced Brand Positioning: Successfully positioned “The Company” as a pioneer in the Paint Protection Films market in India.
- Increased Market Interest: Generated substantial interest from both consumers and industry stakeholders, paving the way for future growth and market penetration.
By meticulously planning and executing the launch, ElleQuinn Communications ensured that the entry of “The Company” into the Paint Protection Films market was marked by a strong media presence and positive industry buzz, setting a solid foundation for the product’s success in India.
Feedback
“The event was well organized, and the attendance was good despite the state election counting the next day. The coverage is also reasonably good. Overall, the function and attendance were great. We now, at our end, need to utilize the good word created.” – Sunil Saksena, General Manager, Sales and Marketing (CPD).
